Analyze an organization’s media communication activities Essay

The objective of this project is to analyze an organization’s media communication activities. The work must use concepts, models, and theories to support and critical the company’s website. It should be critically assess + evaluate and use strategy to analyze. The author should review it as a marketing professional specialist and knows how, when, and where the organization use digital media to communicate with its audience, customer, stakeholder, and public. Executive Summary: P&O Cruises uses a maturity website to distribute and communicate (Fill, 2002). It is a fabulous website that uses a lot of tools from personal communications (PCs) to support their offline marketing (Hartley, 1999). Once customers surf its website, they could get information they need easily. The website becomes a distributed channel for the business. It is in the highest level of scenario 4 (Doren, 2000). Information on website is variety and useful that helps offline media and lures more customers to join the P&O Cruises with rational exchange (Fill, 2002). P&O Cruises – Background P&O Cruises is one of the cruises belonging to Carnival Corporation & PLC. There are 13 distinct brands of cruises all over the world are operating by Carnival Corporation & PLC; P&O is one of them. P&O is not as same as its name belongs to the P&O group (Peninsula and Oriental steam Navigation Company); for it was demerged into Carnival public limited company on 23 October 2000, and has changed its name to Carnival Public limited company on 17 April 2003. P&O Cruises now is the largest premium cruise brand in the United Kingdom. See the list as below. Carnival Corporation Princess Cruises & Carnival plc P&O Cruises were belong to Ocean Village P&O Princess. Swan Hellenic Cruises plc AIDA P&O Cruises Australia Carnival Cruise Lines Holland America Line Windstar Cruises Seabourn Cruise Line Costa Cruises Cunard Line A’ROSA Main Report: Marketing mix†¦ Product P&O Cruises currently owns four types of ships – Aurora, Oriana, Oceana and Adonia. Each of them gives different atmosphere and personality to customers. They are service, facility and quality oriented. Mostly, customers who are attracted to join P&O Cruises are through travel agencies to get tickets no matter a set of schedule or connections with flights or another cruise. If customers who are interested in P&O Cruises, P&O Cruises also use different brochures to introduce its â€Å"products† to them. P&O Cruises builds a marvelous introduction of its products on the website. There is a column of their ships in directories of its website introducing each of ships’ details by clicking any icon of them (Chaffey, 2000). There are also other links connecting to these four ships that makes customers easily check to P&O Cruises’ ships (main products) whenever they want. The website builds a good cognitive environment to customers who are like ship, boat, cruise, and adventure. Most fantastically, customers could find what each deck looks like by 360i panoramic tour. After customers â€Å"learn† about these ships, they enable to feel more about these ships by â€Å"fun stuff† sector, which involved games, videos, and pictures (screensaver and wallpapers) to addict customers affective (Fill, 2002). Promotion P&O Cruises is not a company which uses all of the marketing communication tools to communicate with its target audience, but it uses its promotion tools well to achieve its customer needs and to explore its market opportunities (Chaffey, 2000). 5 main elements of the promotional or communications mix of P&O Cruises are analyzed as below (Fill, 2002): 1. Advertising (Off-line) P&O Cruises has TV advertising displaying during summer time or the beginning of the year. Customers who haven’t seen the advertisement on TV could also enjoy the advertisement on P&O Cruises’ website; to the â€Å"Fun Stuff-Videos† to view the version of its â€Å"Sh-boom† advertisement. It’s an advertisement with affective (Fill, 2002). Besides TV advertising, P&O Cruises posts its advertising on newspaper as well. (On-line). There are many agencies selling P&O Cruises’ tickets on line; they help P&O Cruises build a perfect advertisement system. If someone who is interested in cruises, they will easily find out the name of P&O Cruises on many websites building by travel agencies. Customers are able to easily book a cruise through any ABTA travel agent; there are about 16 agent’s linking to P&O Cruises and helping customers to book tickets in different areas. Although many websites all connecting to the name of P&O Cruises, it is difficult for people who want to buy the ticket right through P&O Cruises’ website. 2. Sales promotion (Off-line) (On-line) P&O Cruises’ is targeted. It divides into consumers and the sales forces of both P&O Cruises’ and its agents (Fill, 2002). The sales promotion P&O Cruises uses is by the timing when customer book for their tickets. The earlier they book for cruises, the more discount they will have. It uses the method of price reductions to motive its sales in the early stage (Fill, 2002). P&O Cruises also sets up the Portunus Club for customers who re-join to the P&O Cruises. There are Ruby, Sapphire, and Gold tiers for different types of customers. Customers could get points for their discounts when they had joined the cruises and also discounts to any other consumption on the ship. The method builds customer royalty; it is referred to as a ‘points accrual programme’ that helps the company keep customers loyalty for preventing them from moving to P&O Cruises’ competitor (Fill, 2002). The Portunus Club has not only increased the amount of customers, but also maintained those current customers well (Raaij, 1998). 3. personal selling (Off-line) P&O Cruises’ tickets are sold through personal selling or other travel agencies. Customers buying tickets can either from agencies or directly make a phone call to the P&O Cruises as the telemarketing. It is a good method for the company itself uses lots of personal selling on promotes their ticket, for it is a method always interactive to customer and company. And â€Å"Consumers may talk to and obtain answers from ‘real’ persons or from machine interaction† that helps P&O Cruises directly being aware of what customers wants and what they need (Raaij, 1998). (On-line) On the website, customers who are interested in any trip and willing to join the tour could book on line by leaving the messages to the reservation team. Besides, it’s very easy for customers to find the ticket selling on website from different agencies in different areas, and then buy the ticket based on customer needs. 4. public relations (Off-line) The means of PR of P&O Cruises is announcing news on newspapers. It mostly tells people about its schedules, timetables and its new ship or company information on travel pages or events column. P&O Cruises owns a press center to run for its news. (On-line) Customers could also find out their news through news websites, travel agents or the websites connect to sailings, such as, â€Å"what you need to about† or â€Å"scoop agents† (two website names). Moreover, there are numbers of news P&O Cruises showed to the public and listed on its own website. It is â€Å"press centre† in â€Å"the company† section. For people who are interested in to P&O Cruises and want to know more about its reputation, besides company introduction, they could attain more information on this section. 5. direct marketing (Off-line) (On-line) P&O Cruises uses direct marketing through ABTA agents and many other travel agencies where they sell cruises’ tickets. It connects to personal selling to use different types of tools to achieve the needs of customers. It uses e-mail (member confirm) and through post-mail (brochure sending) to directly send the information to customers.   Place P&O Cruises, the Britain’s leading cruise operator, customer aboard its shipping at Southampton, UK or fly on a scheduled or P&O Cruises’ charter flight to any of its 25 destinations all over the world. All ships cruise Europe in the summer, and in winter Aurora and Adonia embark on round the world cruises while Oceana and Oriana tour the Caribbean. Places are stabile in different places by annual schedules; depended on where customers plan to go abroad. The headquarters is in Southampton, but usually people usually book tickets at agencies instead of heading for P&O Cruises’ office. If people who would like to book tickets online, they could go to www. pocruises. com or through links on any ABTA agents to buy tickets. Agents are viewed as the P&O Cruises’ retailers. This method helps P&O Cruises reach its sale targets by selling tickets to many other segments in different areas and places. The channel of its distribution is producer –> retailers–> consumers (Blythe, 1998). Price P&O Cruises sets its price at the moment when customers buy tickets. The company uses different brochures to attract customer to join its cruises business. Customers could save as much as money if they book earlier according to the timetable set up by P&O Cruises. Customers could save up to 5%~45% discounts for early booking, depending on availability, and its reward for those who book early. P&O Cruises named it as â€Å"pricebreakers†. Besides, price differs from different cabin type and grade that customers choose. It is very easy for customers to find the price on the website or by the brochure which customers could also easily get by request online. * DRIP – P&O Cruises (model by Fill, 2002). P&O Cruises’ communications have need to: â€Å"Differentiates† itself by it is one of the oldest cruises company which form of British to attract customers who enjoy in English style. â€Å"Remind and reassure† its customers by telling them that the leisure cruising business was started by P&O in 1844. The step helps the company acquire trust from customers Oldest = standard = traditional (British) ? â€Å"Inform† the consumers by educating them that P&O Cruises is the company with offering high quality but middle-low price to customers â€Å"Persuade† to the consumers that althouthg P&O Cruises is the oldest company, it has most modern fleet of ships in the UK. Scenarios In order to know how a company created a website on line to present its own products through the internet, the company needs to define the level of commitment it wants to reach (Doren, 2000). There are 4 possible scenarios for promoting on the internet. P&O Cruises is belonging to the highest level 4, because it offers on-line ordering of products and services. The product P&O Cruises supplies to customer is not the tangible things that customers could touch but services and facilities on cruises. So the company tries to present its product through the website. P&O Cruises uses web cam, lots of 360i panoramic tour and many of pictures on its website to interact with users. Moreover, there are images, screensavers and wallpapers of its 4 ships for customers to download. The usages of multimedia presentations also reach facilitation as a web promotion; it enables a more personal, one-on-one approach with the internet user (Doren, 2000). According to the four possible scenarios lists, P&O Cruises does make a high extensive interaction with its customers through its website. The web site of P&O Cruises may be high costs, but it could attract more customers order on line.

History of civil rights movement Essay

Civil rights movement can be described as the non violent protests against something that the public feels does not auger well with them. Dierenfield, (2004, pp 23) differentiates civil liberties and civil rights by describing the former as entailing the right of every citizen to receive fair treatment from his government whereas the latter, he says involves citizens gunning for fair treatment from their fellow citizens and local authorities. Therefore, civil rights can also be described as social rights. However, the mammoth effects of the civil rights movement against slavery and the more conspicuous civil movements against racial segregation have taken credit for defining the term. This paper discusses the civil rights movement in the US by tracing its history, the key leaders involved and how their activities influenced the American government of the time. History of civil rights movement Civil rights movement are most famous in the US between 1955 and 1965 where there happened numerous historical accounts led by civil rights leaders protesting against racial segregation in the US more so in the south. The leaders were mainly black who were protesting against mistreatment by their white counterparts who by then treated them as second class citizens. Key activists Martin Luther King This is definitely one of the most renowned African American leaders in fighting for equal rights for African Americans living in the US who were mainly descendants of early slaves. He is most remembered for leading the Montgomery bus boycott among other protests. This Montgomery bus boycott is recorded to have officially started on 1st December 1955. The boycott involved the black American living in that area boycotting using the city buses unless they were allowed to sit anywhere they wanted to sit in the bus instead of the area specifically set out for the blacks. The boycotts were triggered by the arrest of one woman Rosa Park who had defied giving up her sit to a white person in the bus. Having the fronts seats reserved for whites sonly, Rosa Parks defied the order o give up her seat and was subsequently arrested for that. Rosa Parks This is one woman who the US congress came to nickname the â€Å"mother of modern-day civil rights movements† (Boyd, et al 2004, pp 125). As said above, her defiance into giving in to mistreatment in the public transport system triggered the massive boycotts which were to last more than a year until their pleas were heard. Her arrest was even against t the law which she claimed to have observed. A 1900 law on segregation in the buses by race allowed the setting up of specific areas for blacks and whites in the bus but did not give specifications as to force one to vacate his/her seat for another in case there were no more seats. However, custom and culture and mis-configured the law and interpreted it for the benefits of the whites. Park was charged in a court of law and was found guilty but some of her friends bailed her out (Boyd, 2004, pp 125). The same friends who bailed Park out formed an organization by the name Montgomery Improvement Association to spearhead the boycotts and among the leaders was Martin Luther King Jr. Black churches were used in communicating about the boycott which was to last exactly 381 days. The public transport buses stood idle as 75% of the commuters had decide to either walk or used blacks operated taxis (Dierenfield, 2004, pp 23). The bus companies were making losses and thus they had also to join the blacks in calling for the abolition of the law on segregation in order to save their businesses. Leaders of the movement such as Martin Luther King had their homes torched by segregationists and their families threatened. The United States Supreme Court, on13th November 1956 outlawed racial segregation on buses operating within the individual states and cities. The court order was received with a lot of celebration in Montgomery on December 20, 1956, and the bus boycott ended the very next day. King did not stop there. He went ahead and met with President John F Kennedy who was also for equal rights for blacks. Unfortunately, changing the constitution to outlaw segregation by race was not that simple. Other protests were planned to push for what they believed was naturally theirs by the virtue of being a human being and an American citizen. The bus boycott had planted a seed of freedom in blacks. Since the need of the boycott, many cases wee reported where blacks were being accused of disrespecting the segregation laws or the Jim Crow’s laws as they were famously known. Other protest marches were also organized by Martin Luther and other fellow activists. The major ones being the Birmingham March, The freedom rides, The Washington march among many others (Dierenfield, 2004, pp 23). Unfortunately, the man was later to be assassinated due to his civil rights activities. Many of these subsequent marches turned violent with the local authorities and civil segregationists turning violent towards the protesters. One of the most violent march was the Birmingham march which involved children aged from 6 to 18. The local authorities used fie extinguisher hoses to chase the children out of Kelly Ingram Park where they had gathered. Many were injured and over 950 of them arrested. Jails were packed to the brim as more protests and arrests followed. The police had no other wise but to watch in despair as the marches took over the lives of everyone. Business was down and the economy of Birmingham was at a standstill. Finally, the Birmingham community had to give in. They allowed integration in the city’s eating counters and even offer equal employment services to the blacks (Boyd, 2004, pp 125). Medgar Evers This man specifically sought to have equal education rights for the blacks in America. Being a former army man during the Second World War, he felt his denial of entry at University of Mississippi Law School was race based which was not in harmony with his acceptance in the army as a full American citizen. He therefore challenged racial discrimination in education centers. The man also organized massive boycotts against gas stations that could not allow blacks and whites share restrooms (Newman, 2004, pp 164 ) Working under the National Association for the Advancement of Colored People (NAACP), Evers had more avenues for airing his views. He therefore also organized campaigns for the blacks to be registered as voters. His attempt to have his friend admitted to the University of Mississippi attracted the intervention of the federal government after he had been denied entry on racial basis. Many interventions were to follow and more and more blacks found their way in to university. The whole process was to change on how blacks felt about themselves and even motivated them to seek integration in other areas and receive fair treatment as equal citizens with their white counterparts. Unfortunately, the man was also to be assassinated 1962 due to his involvement in the civil rights movement. However, his legacy of no violent protests and equal education rights were to be observed and remembered up to now. The culmination of all these deaths, arrests, marches and protests was the passing of the civil rights act of 1964 which outlawed racial segregation in schools, public places and employment which was introduced by President John F. Kennedy. This act was followed by the civil rights act of 1968 which criminalized discrimination in housing which had prior enforcement in the constitution (Newman, 2004, pp 165)

“Spellbound” a Cinematic Representation of Psychoanalysis

The movie â€Å"Spellbound†, directed by Alfred Hitchcock, encompasses several Freudian concepts manifested in the characters; including amnesia, guilt complex, repression, and psychopathology. Psychoanalysis is a major element of the film and is used in the pursuit of â€Å"truth†; the â€Å"truth† being what happened to the real Dr. Edwards. Also, dream work is a major tool used in the film to uncover the â€Å"truth†. Though â€Å"Spellbound† has several characters that embody Freudian concepts, I believe the four main characters are most important. John Ballantyne exemplifies amnesia, guilt complex, and repression; Dr.Constance Peterson represents the process of psychoanalysis; Dr. Burlov is a depiction of Freud; and Dr. Murchison conveys Psychopathology. The film, â€Å"Spellbound†, begins in the setting of green manors, a mental asylum. The head of the facility, Dr. Murchison, is retiring and a famous psychiatrist, Dr. Edwards, is to ta ke his place. Shortly after â€Å"Dr. Edwards† arrives another psychiatrist, Dr. Constance Peterson, discovers that the man claiming to be â€Å"Dr. Edwards† is an imposter. This imposter is suffering from a guilt complex which causes him to be an amnesiac.Thus begins the pursuit of â€Å"truth†, using psychoanalysis, to uncover who the imposter is and what happened to the real Dr. Edwards. We find out that the imposter is John Ballantyne, a patient of Dr. Edwards, and an amnesiac; which is why he believes he is Dr. Edwards in the beginning of the movie. John Ballantyne’s amnesia is related to the guilt complex from which he is suffering. We know that Ballantyne experienced a traumatic event, this triggered repression of memory, bringing conscious truth to the unconscious to protect the mind from the trauma; this caused his amnesia.Dr. Constance Peterson believes that by using psychoanalysis she can tap into Ballantyne’s mnemic trace, or unconsciou s memory, and uncover the Primal scene. The primal scene being the trauma that Ballantyne suffered. Dr. Peterson and Ballantyne embark on a journey, evading the authorities, to answer the question of what happened to the real Dr. Edwards. Dr. Constance Peterson, portraying the process of psychoanalysis, is of course mentored by Dr. Burlov who is a representation of Freud; both aesthetically and conceptually. Dr. Peterson brings Ballantyne to Dr.Burlov to help uncover the aforementioned primal scene. This portion of the film encompasses all aspects of Psychoanalysis. Ballantyne, suffering from amnesia due to his guilt complex and repression, is analyzed by Burlov in a few ways. First Burlov uses transference, saying, â€Å"I’m going to be your father image†, then he uses free association, asking Ballantyne, â€Å"Whatever comes into your head just say what it is†. When Ballantyne has no response Burlov turns to dream work saying, â€Å"maybe you dreamt something ? † This analysis of Ballantyne’s dream, or dream work, is an integral scene of the film.The dream sequence, designed by Salvador Dali, contains several symbols; these symbols allude to the truth which is buried in Ballantyne’s unconscious. Freud believed that dreams were the connection to the unconscious, and tapping into it could relieve someone of their psychological sufferings. The most important symbols are the bearded man, the proprietor, the sloping roof, the wings, and the wheel. The bearded man is Dr. Edwards. The sloping roof symbolizes a mountain. Dr. Peterson and Burlov deduce that the trauma occurred at a ski resort. The symbolism of the wings and sloping roof gives them the name of the resort, Gabriel Valley.Constance, Ballantyne, and Burlov go to Gabriel Valley to trigger memory. Ballantyne suddenly remembers that at the bottom of the hill there is a cliff, over which Dr. Edwards fell. It is also revealed that Ballantyne’s true primal scene is not the trauma of Dr. Edwards’ death. His true primal scene is the recollected memory of sliding down a rail and accidentally killing his brother, this is the initial trauma that causes his guilt complex, which is why he was a patient of Dr. Edwards. When Dr. Edwards’ body is uncovered it is discovered that he did not die from the fall, but from a gunshot. Ballantyne is sentenced and incarcerated.This does not sit well with Constance. She looks over her notes on Ballantyne’s dream and realizes that the proprietor is Dr. Murchison, the chimney he hid behind was a tree, and the wheel is a revolver which he used to kill Dr. Edwards. Dr. Murchison is clearly an example of psychopathology. In conclusion, Hitchcock’s â€Å"Spellbound† is a cinematic representation of many Freudian concepts such as psychoanalysis, dream work, and guilt complex. The characters embody these concepts. The pursuit of â€Å"truth† is a major element of the film; this is also the case in psychoanalysis, which is used to uncover repressed memories; or the â€Å"truth†.

Analysis of Cement Industry in India

Analysis of Cement Industry in India INTRODUCTION People invest in stocks to make their money grow. And to help investors identify the suitable and the appropriate way to invest, there are various modes of analysis. A number of approaches have been developed over time. One most important analytical approach among them is EIC analysis (E for economy, I for industry and C for company). EIC analysis is also sometimes referred to as Fundamental Analysis or the Top Down approach to Fundamental analysis. . In this approach, the investment decisions are taken on the basis of the strength of the economy, industry and company. The major objective of undergoing a project on EIC analysis or top down approach to fundamental analysis is to answer the question as â€Å"What to buy†. At economy level, fundamental analysis will focus on the economic indicators of the country to assess the present and future growth of the economy. Major economic indicators include the GDP growth rate, inflation, imports, exports, monetary and fi scal policies, foreign exchange reserves, IIP, etc. The basic assumption is that if the economy grows, companies would do well. At the industry level, apart from economy other factors like government attitude, entry barriers, competition level, threat of potential entrants, substitute products, cost structure, foreign entrants, also affect the way an industry evolves in time and hence affects the stock prices of companies in that particular industry. This industry analysis will also include Porters five force model (wherever applicable) which will give a better approach to it. The next task to be done in the project is to identify and analyze two companies i.e. ACC and Ultratech cement Ltd. For that a number of factors will be taken into consideration, say, the company’s SWOT analysis and the financials of the company. Thus, on the foundation of some major factors, this EIC analysis will analyze the overall economy, industry and company which will give a clear picture and pra ctical approach of stock identification. The second part of the project is Technical analysis which is a method of evaluating securities by analyzing the statistics generated by market activity, such as past prices and volume. Technical analysis looks at the price movement of a security and uses this data to predict its future price movements. Thus a technical analyst approaches a security from the charts. 2. ECONOMIC ANALYSIS EIC analysis is not just about balance-sheets or analysis of a company’s financial performance. It is also crucial to look at the broader picture- the macro-economic factors that may directly or indirectly affect the economy, industry and stocks of the company. Economic Analysis is the First Step in a three step security analysis process. An economic slowdown has implications for the earnings and margins of companies. At economy level, fundamental analysis will focus on the economic indicators of the country to assess the present and future growth of th e economy. It aims at analyzing the overall Economy and identifying the general direction, in which the economy is heading. Although there are many macroeconomic indicators that are relevant to markets, given below are some must-track-indicators

The Kingdom of Morocco BBC Documentary Essay Example | Topics and Well Written Essays - 250 words

The Kingdom of Morocco BBC Documentary - Essay Example Rarely did they follow Islam. One of the significant events that happened in the Kingdom was the rise of Abdulla Ibn Yasin. He went to Islam centre of learning where he gained knowledge on Koran. He united several clans of Berber and installed himself as a spiritual leader. He led to transformations of Berbers trough Jihad. Nis initiatives led to the expansion of empire and made changes in key cities such as the city of Massar. The transformation and expansion of the empire was through a standing army that role was to expand Islam through Jihad. The kingdom expanded from south to the northwest part of Africa (Casely-Hayford). The kingdom continued to expand further after his death. The expansion was through Yusuf Ibn Tashmin. He led to expansion of Marrakash city. The kingdom expanded into empire up to the southern part of Europe. This was through trading activities and war. In fact, he helped repel Christian influence in Spain and Portugal. He died in 1106, and his son Ali Bin Yusuf took over(Casely-Hayford). His period was characteristic by improvement in architecture and aesthetic value. His reign did not last long as he was toppled by Alhomads led by Ibn Tumarts. This led to reorganisation of the city of Marrakash. The kingdom ended in 12th century. This was due to rebellion, scrabble for power, and loss of Mediterranean hence lack of source of revenue. I liked the movie due to clear description of various ruins such as building of the Caspus. In order to understand cultural knowledge I will enhance my understanding of artefacts’, religion, and various forms of

Starbucks and Its Difficulties During the Time of Economic Hardship Case Study

Starbucks and Its Difficulties During the Time of Economic Hardship - Case Study Example Branded firms have their unique approaches to improving their market reach, brand image of the product, and maintain the quality standard of the product. Keeping in view the rapid rate of their expansion and growth at multiple locations these companies manipulated their marketing strategy according to the location since different locations offered different marketing environment (Larson. 2008). These companies focused more on its quality standard by critically handling the entire process involved from the purchase of raw materials till it's possession by its end user. These companies took a great care of each and every step to avoid compromising the quality standard of their products. In case of Starbucks Corporation, the firm created a coffee culture and also provided an atmosphere of relaxation for their customers who helped them in bringing the concept of â€Å"third place† where the first and second places were considered to be the home and office respectively (Larson, R. (2008). Many efforts are made by these companies under its strategic approach towards marketing to gain their customers’ trust and offer a value-based service to their customers. The companies also face problems due to variations in their customer group which varies with the location. Under such circumstances, these companies faced challenges which were mainly of following types, what mode should be used by the company to exist in the international market, how they should design their product offering to their customers keeping in mind the variations among the behavior of customer group. Along with it, another major challenge for such companies was to compete with other brands of the same industry serving globally to their customers. The marketing strategies adopted by Starbucks Corporation worked like a magnet which drove their customers to do things as per the company’s expectation (Carroll. 2007). A brand name in watchmaking industry is Maurice Lacroix which is famo us for its luxurious watches adopted strategy to promote their product and also form the alliance with a brand name in movies production house Dream Works for their film named Time Machine.

A Description of New England Essay Example | Topics and Well Written Essays - 1750 words

A Description of New England - Essay Example Nationalism remains an important issue in the modern United States. In the contemporary United States, nationalists usually hold significant veneration of the flag of the United States and other national symbols, while other cultures tend to regard this mentality with hostility, giving rise to anti-Americanism. Although the United States is usually regarded as a nation-state, supporters of American exceptionalism may prefer to see it as a state bathed in the glory of its own unique light. The country clearly has a sense of national identity and history, Americans refer to an American people. Thus, patriotism is prominent in public life. Nationalism is the appropriate and recognized term for the associated ideology and political movements, within the present United States, and during its history. That does not necessarily correspond with current usage of the term in American politics, or with the views of self-described American nationalists. There are no two same theories about when the United States became a nation-state, and developed a sense of national identity. Some historians think that the United States was already a nation-state at independence, others that this occurred during the 19th century, either before or after the American Civil War. In essence, the new world discovered by Christopher Columbus in 1492, led to a new start for people’s lives in America for centuries to come. America today is still referred to as the land of dreams, but over three hundred years ago that phrase had much more meaning to the people. A few people would travel across the Atlantic in search of Asia to establish faster trade routes, later some would travel to the new world to find riches, and than even more would travel for freedom.