The causality of hume and kant Essay Example for Free

The designer of hume and kant EssayHume be inhabitved that heed is a collection of mental perceptions therefore man cannot have free will. It was this particular pervasive suspicion which Hume has discussed in his book, A Treatise of Human Nature. Hume challenged Kant to investigate the explanation of causality, in the matter of the importance of set about and progeny concept. In Humes perspective, tender-hearted can rule sequences of casefuls but can never see the necessity that determinism requires. For him ideas are mere copies of impressions and there is no possibility that human being can execute any original ideas unless they are derived from the senses. Hume felt that it is impossible to bring up impression that a individual never felt or sired before. Thus it is wrong for us to say that one event caused another event or that events are interrelated. The tenability that human beings believe in cause and effect is due to the brought up which based on the conjunc tion of the events or reality. Through Critique of Pure campaign, Kant divined the understanding of knowledge into two a priori and a posteriori.Knowledge can be independent from experience and all sense impressions (a priori), and can also need to have experience of impressions (a posteriori). Humes believed that habit makes human see causality and from constant conjunction of causes and effects, human beings learn to see it as a requirement connection. Kant agrees that causality is just there, but it is an a priori concept of understanding the knowledge. The concept of causality is accustomed, and experience derives from such pure concepts, and these concepts and intuitions shape humans institution yet tell zero point about things in them.The concept of causality cannot be performed in an empirical way. Kant declared the transcendental esthetical is the first stage of minds experience. He stated that all sense experience is synthesized by the concepts of time and dummy. Spa ce stands for itself and does not represent anything in it however it is perceived in a indwelling condition. Human subjectively perceive time as in the reality of time. Kant did not see space and time as worlds properties, but as a general concept wedded to the human mind.The next step of mind activity is the transcendental analytic, applies categories to the mind, which without the categories human would not be fitting to think at all. They are quantity (unity, plurality, totality), quality (reality, negation, limitation), relation (substance and accidents, cause and effect, reciprocity between quick and passive), modality (possible-impossible, existence-nonexistence, necessity-contingency). The transcendental dialectic comes last. He mentions that it is minds process in understanding matters that lie beyond humans experiences such as God or super natural elements.The reason is that mind requires detailed tuition about an object which exists in sensory world such information about non-material object puts mind at a limitation of understand only the physical world which it can only perceive. Kant mentions that God cannot be proved empirically. Instead faith or belief is necessary to keep the society running (the existence of good or bad, the life after death). For Hume the religion or belief were nothing more than superstitions.Reference Barry Stroud, Hume. Routledge, 1977. Diane Morgan, Kant Trouble The Obscurities of the Enlightened . Routledge , 2000.

Farley, Mowat’s “Never cry wolf” Essay Example for Free

Farley, Mowats Never cry wolf proveFarley, Mowats Never cry wolf, is a news based on the research of the vitalitystyle of wolves in the Arctic Circle. Mowat uses his experience to educate the society of the social ills conducted by the hunters towards the wolves. The book displays the risk that the wolf multitude families face cod to the human activities in the bea. The title of the book acts as a symbol in reference to the story of the boy who cried wolf. The book thus enables the reader to think beyond the tile so as to form an opinion of the authors message. The book challenges the human communities who are in frivol away of the nature around them. charitables tend to overstep their authority by infringing on the rights of the wolves. The analysis of the book educates the society of the inhumane activities that humans are inflicting on the animals.Different passages from the book Interpretation of the passage and intend I was born and grew up in the farm and never k new what it was to have all I treasured or needed as a teenager in the late 20s The author talks of his life as a child. He was exposed to animals at an early stage in life cod to his parents lifestyle. This is a contri barelying factor to his love for animals. That night the inevitable happened. We were awakened by the most frightful uproar. It seemed to consist of furious barking of a dozen dogs mingled with the roaring of the menagerie of lions The passage elaborates the forte of the nature that surrounds him. The conflict between the dogs and the lions displays the fight for power amongst the animals.Then there were the birds. That spring Angus had bought me a field guide and with its help, I identified forty species that were new to me. The authors exposure to variant bird species enabled him to identify with the different lifestyles that they had. Angus developed a love for all forms of wildlife which in number made him aware of the plight that the animals had. My most ch erished images of the mountain country were not of the forbidding peaks but of the animals The author admits that he has a special place for the animals.The country has a number of natural resources that are fascinating to any visitor. Amongst all these features, he places priority on animals making them his favorite pastime. Although I would right off commit such atrocities against some of the most beautiful creatures extant, I cannot honestly censor the boy who was for what he did then The author admits that his actions are reflective to that of other men. His treatment of the animals is not desirable initially. He learns how to lever all sorts of animals making him an advocate for their livelihood.The wolf is a savage, powerful killer. It is one of the most feared and hated animals know to man and with excellent reason Chapter 6, pg. 60.The passage showcases the dangers that the wolf portrays. Human beings often misinterpret the actions of the wolf due to its dangerous nature. Despite the fact that the wolf reports to become extinct, it poses a threat to the human beings who live future(a) to the packs. This makes the world undesirable by man.Evidence obtained by various Government agencies from hunters, trappers and traders seemed to prove that the plunge of the caribou toward extinction was primarilyThe intervention by the government saw the danger that the wolves are exposed to. Human activities were mostly responsible for these dynamics making them the number on culprits. This also displayed possible extinction of the procreate of wolves if authorities continued to ignore the circumstances.I had made my decision that, from this hour onward, I would go broad-minded into the lupine world and lean to see and know the wolves, not for what they were supposed to be, but for what they actually are Chapter 7, pg. 77.Morwat made a personal decision to protect the wildlife from the outside environment. One of the steps he takes is orient himself with the l ives of the wolves. This involves learning about the exact nature of the wolves instead of forming an assumption about them. This in crimp go forth help remove the ignorance that he had so as to improve societys awareness of the wolves.In conclusion, human beings are responsible for the surrounding environment. This involves observing the safety of all animals in and outside the wild. This is however, not the case in that the number of wild animals continues to diminish due to the human activity. The wolves are one of the animals that continue to face the wrath of human beings. The analysis of the book is thus ideal for the education of the public. This in turn will improve the existing relationship between man and nature.

Qualitative Research Project Essay Example for Free

Qualitative Research Project sample

Human Population and the Environment - Urbanization Essay Example for Free

Human Population and the surroundings Urbanization EssayUrbanization can simply be seen as the movement and concentration of macro populations upon an urban area at the detriment of the rural populous. This is due to a complex set of economic, demographic, social, cultural, technological, and environmental processes (P. Knox, 2009). Our topic narrows down to the correlation of urbanization and the environment. To start with, a number of environmental benefits can be realized due to urbanization For instance urban areas concentrate large populations in a relatively small area thus there is more free forestry land. Plus a compact, concentrated urban area means more people walking and less number of cars on the road, consequently less carbon emissions from usage of cars. Conversely, there are a number of challenges posed to the environment due to urbanization. The pile exodus of people into urban areas have had a strain on infrastructure and led to inadequate sanitation and housing that leads to environmental degradation.Poor planning leads also leads to air, water and noise pollution due to industries and community settlements. We see this issue addressed in the Moroccan Shelter upgrading in Agadir. Faced with substandard housing and shanty towns inhabited by an ever increasing populous, three projects are set up, angiotensin converting enzyme of which is the Tikiouine project that comprises of three housing areas being developed and integrates community participation and responsibility concerning their sewer lines and tertiary water.In addition, the Tilburg city management model offers a sustainable five step integrated set out to administration of social, economic and environmental policies in a city. The Tilburg model implements these policies up to the neighborhood level. Thus ensures that a Basic Quality is maintained and thus minimizing environmental deprivation.

Estimating Cranial Capacity Essay Example for Free

Estimating Cranial subject EssayHuman beings share approximately 94% of their DNA with their closest living relative, the chimpanzee. Yet, when one compares the proliferation and accomplishments of these devil closely related species, one finds huge differences gentle beings have spread across every classical but Antarctica erected towers and pyramids hundreds of meters tall crafted millions of beautiful works of art, literature, and music travelled far beyond the Earths atmosphere, and deep into the crevices of its oceans and engineered enough weapons to wipe the whole world of life. In contrast, chimpanzees have remained epicly confined to their hobo camp habitats, and amongst their greatest accomplishments is the discovery that twigs throne poke insects out of holes. So, if humans and chimpanzees are so closely related, what can account for such a huge difference in their abilities? One needs not regain very hard to realize that the answer is head t each(prenominal)e r-size. The chimpanzee brain is about half the size of the human brain, and this difference, of about 600 cubic centimeters, is the difference between sticks and space shuttles.Thus, because larger brains confer such an overwhelming evolutionary benefit in hominids, it is safe to say that a study of hominine brain size is no less than a study of hominine evolutionary advancement, as illustrated in the graph below, which is indicative of the results obtained from such studies. Fig 1 Scatter graph typical of results obtained when comparing cranial capacities of various species of fossil hominid. Since brain tissue deteriorates over time, the only way paleontologists can approximate the brain-size of extinct species is by studying the depicted object of their fossilized craniums.This is known as craniometry. Given that it is such an important area of investigation, study into craniometry has been widespread and diverse, cover research from such eminent and eclectic figures as the evo lutionary biologist T. H. Huxley and the physician and anthropologist Paul Broca. Although such studies vary greatly in their scopes and applications, almost all utilize one of cardinal standard craniometric methods the glass-bead technique (and variations like the lead-shot technique) and the caliper measurement technique.Because craniometrical researchers rely so much on these two methods, it is important that the accuracy of the methods is thoroughly investigated. Aim The purpose of this practical is to use the glass-bead and caliper techniques to measure the cranial capacity of hominid skulls, and compare the two sets of results obtained in an attempt to determine their concord, and therefore their accuracy. Materials and Methods The Glass bone Technique Measuring Cylinder Glass Beads (or items of similar size such as chinese mustard seed or lead shot) Funnel Cotton Wool The following skull specimens P. troglodytes (male and female specimens), G. gorilla (male and female specimens), P. pygmaeus (male and female specimens), H. sapiens (male specimen) To begin with, all of the foramina (holes) in the skulls, except for the foramina magnum, were plugged with cotton wool. Next, each skull was placed upside down.A funnel was then inserted into the foramen magnum of each skull and glass beads were poured into the cranial vault. Note that glass beads were used because they are small enough to approximate the viscosity of water, and large enough to prevent them falling through minor cracks in the skulls. When the cranial vault was completely jammed with glass beads, they were transferred to a measuring cylinder, and their volume was recorded.

Supervision Notes Essay Example for Free

Supervision Notes EssayA1. A responsibility of c atomic number 18 effectively means that as a carer it is our job to always proceed in the trounce interests of those exclusives that we provide care for. This not plainly includes treating them how they like to be treated but also protecting them from harm, even if thats from themselves. As long as you are competent in the roles that you are being asked to perform it is the carers obligation to protect dish out users and film them from harmful situations. A2. As a carer you not only have a duty of care to the dish out of process user you support, but also other staff, your employers and members of the public. When you act in someones best interests you must do so with that persons consent unless they lack the capacity to understand that it is in their best interest to comply. For example when you support a assistant user to a doctors appointment and they will not allow the doctor to inspect their injuries, your duty of care to that individual dictates that you act in their best wishes and so may have to go against what the individual wants in order for them to get treatment. You should follow compevery policies and procedures concerning your duty of care and follow/write up risk assessments for every perceivable risks. You should also go steady that you always act to the best of your ability to be trustworthy, respecting serve users dignity, with compassion and integrity to ensure they are safe.A3. The care providing compeverys duty of care is to both the service users and the staff who contrive for them. They should ensure your knowledge and skillset are suitable and updated regularly and that you are fully clever and competent at tasks that are expected of you. This would include writing and updating polices and procedures for staff to follow as well as responding to any complaints or reported risks, then(prenominal) taking corrective action to take note everyone safe.The company must kee p accurate and up to date records of the care and support that is being provided, including any assessments of a persons capacity and the rationale for decisions taken on their behalf. They should also protect all individuals confidentialityunless some exposit directly effect the duty of care over another service user, staff member or the public. Overall the companys duty of care must ensure that they are assisting/enabling you as a carer to off your duty of care towards your service users and do all that is reasonable to ensure both staff and clients are kept safe at all successions.A4. In our role as a carer we have a duty of care to protect service users and ensure all safeguarding issues are raised with our employer or governing body agency. To ensure effective safeguarding we should raise any health and/or safety concerns we notice at work such as poor operative practises, lack of equipment or training and suspicion of abuse or neglect. Even if these complaints are aimed at the company we work for, it is the carers duty to notify the authorities or the carers themselves could be accused of neglect or incompetence by failing to act. If carers take their duty of care earnestly, as we all should, by following legislation, the polices and procedures and respecting those we provide care for by protecting them from harm we ensure the service users are safeguarded.Task C Guidance notesC1. Your company should have a Complaints Procedure in vest and will often be found within the policies and procedures file. The main purpose of it is to ensure that the complaints procedure is by rights and effectively implemented and that service users feel confident knowing their complaints and worries are listened to and acted upon promptly and fairly. This should correspond to tint the minimum standards when processing complaints as outlined in the laws that govern it. When dealing with complaints companys are to ensure that service users and their representatives, carers and visitors are made aware of how to complain and that the company makes it easy for them to register such complaints. A named person is responsible for administration, processing and investigating any complaints received.Once a complaint is lodged it should be acknowledged in writing by the company and state what will happen next. Complaints should be dealt with promptly, fairly and sensitively with due(p) regard to the distress that may be caused to both staff and service users involved. If the company believes that thecomplaint is best dealt with and settled at a local, in house level between the complainant and the accused then it may chose to do so. However if either of the parties are not satisfied by this process the fiber could be referred to the Care Quality Commission. Either way the company must do all it understructure to fully investigate any complaints and ensure that all proceedative and/or disciplinary procedures are followed to prevent it reoccurring.The legal requirement for dealing with complaints include the Health and Social Care Act 2010, Freedom of study act and National Minimum Standards complaints policy. These standards require care home tutors to have clear procedures that enable service users to make their views, concerns and worries known, and to reassure them that appropriate action will be taken. Policies and procedures for dealing with suspicion or severalize of physical, financial, psychological or sexual abuse, neglect, self harm or degrading behaviour should also be put in put down. These standards should ensure that every care home has clear and effective complaints procedure, which includes the stage of, and time scales, for the process and detail what will happen to look into and prevent further incidents. Everything should be documented and kept on record for further study to ensure an efficient service and that any potential homogeneous incidents can be prevented.C2. Taking both the legal and organisati onal requirements into consideration, we must respond openly, calmly and appropriately to any comment or complaint made to us. When a complaint is made to you then you should ensure that the individual making it understands how to follow the correct complaints procedure. This includes explaining how the system works, what they can expect as a result of their complaints and when they elate back from the company. You may need to support individuals completing the process and you should remain objective , professional and act with integrity throughout. You should make no promises to those who complain but reassure them and ensure that all complaints are taken seriously, that it will be investigated properly and that they are kept informed throughout the process.You should also inform your manager as soon as is possible so that any safeguarding issues can be put into place straight away. We should never discourage individuals from making a valid complaint and never discuss any concerns raised with any staff members otherthan your manager. Complaints procedures are to be followed because they allow people to express their concerns and ensure that all accidents, claims of abuse and risks are identified and acted upon. Complaints allow the company and staff to ensure they are working safely, that they make necessary improvements and that all service users are happy and safe when accessing care services. It is the service users, staff and family members right to complain when they feel something is not right and its our legal duty to ensure we take their concerns seriously and find a solution.

The Persuading Effects In Political Media Politics Essay

The Persuading Effects In political Media Politics EssayThe mass media in the Filipinos, organism the popular source of cultivation, contributes a great make for on our theorizeing and bearing. This verge mention-up entrust cerebrate or so the intrusion of media reportage on alternatives and how it persuades the electorates behavior. My purpose is to explore the centers of mass media on governmental scienceal forcefulness in the Filipinos and to show how the media simultaneously disrupt and defends the status quo including the utilitys and disadvantages during choice conjures. The first part of this paper lead provide and support the ideas of how a fair election is measured in a parliamentary country. It will also focus on the medias consecutive role on the choose behavior that will contribute towards a greater under(a)standing of mass media in our country. The second part deals about the old situation of the media which concerns the different election frau ds, corruption, and violence. I will also add an overview about the medias monopoly and commercialism. but among these, the nearly elevateable part is the emergence of the sassy media through the design of the introduced technology. I will also debate how the different forms of media agitateing using various causal agency strategies through TV ads, polls, debates and others lowlife persuade the ballotrs. Further much(prenominal), this term paper will also argue about the effect of specie on election results, whether it is an advantage or a disadvantage to the political panorama. Lastly, I hope to show that communication and persuasion whole caboodle between the media and the universe, that we and others weed also influence the media.How to measure a fair electionIn a elected country like the Philippines, where universal and equal suffrage is a essential(prenominal), the media plays a significant and substantial role for the development of the society. The media i s responsible for ensuring free, fair and equal elections. To steel a democratic form of government possible, essential conditions atomic number 18 required. For a country to be democratic, they must secure universal and equal suffrage. The political system must entail recognition of protection of civil liberties and rights. The freedom of speech from pushers and political parties must non be restricted. Enforceable laws must be implemented to pr even upt election fraud and select tampering. It must be ensured that an electorates choice of caller or candidate can non be used against him or her by secret ballot select. (socyberty.com, 2009) bargonly in general term, it can be said that the people must be the highest form of society.The role of media before, during and after electionsThe fact that the media plays a great role in lives is closely kn throw, but its role as a political tool is also salubrious rooted in the political systems. During times of elections, which ar e seen by many as the hallmarks of democratic political system, the media are expect to undertake rattling specific roles. It is a clich, but media as the voice of the universe, in the course specially of elections, must be able to inform, educate, enlighten and involve the electorate. Brandt, Hughes, and Rasmussen (2006), drop discussed the major tools needed by the media in a fair report and coverage of the elections. They have to provide a platform and forum for moot societal debates. The countersign media play the vital role in a democracy of providing the public information on which they can base their decisions on public issues. They have the duty to criticize undemocratic behavior of politicians, to educate the general public in respect of democracy, and to secure a fair and balanced coverage of elections. The watchdog function of the media is especially pivotal during times of electoral compresss and elections themselves. More importantly, the medias role is to scrut inize the candidates and parties and develop on the same issues and to give voters enough information to compare their positions. The media must report what the parties and candidates are saying, even if it does not reflect issues the people want to address (pp. 14-19). If the media coverage in the iron and television is not free, fair and equal, the results may be prejudiced. Political discussions cannot be avoided in the print media, political stories are aerial on television every daylight, commercial radio airs political give-and-take every hour, and gainful political announcements are encountered in all media during campaigns. Candidates use of the media can have a strong impact upon those who make up their minds about candidates during the campaign. It is within human nature to believe what is told to us. We tend to believe the media because investigate is done by them and they are a main source of information. The media remains important since they are the focal poin t of life by which people obtain current affairs both inside and extracurricular of the Philippines however deflect it may be. Overall, the media are invariably present with new stories on political activities.The new mediaThe entrance of the new- do era meant the advent of fresh technology accessible to the public. For the first time in history, the Philippines embraced technology and modify greatly the electoral system of the country during the May 2010 elections. The Philippine elections have frequently been marked by allegations of widespread cheating and other electoral malpractice. It was a subject to criticism since the security of the electoral emergence and its capacity to pre coiffure the sanctity of the ballot and the will of the electorate was put to question. It has always been a manual bear upon from voting to the canvassing of results with the local and national positions. Consequently, we have had hurdled so much because of the slow and tedious process. alo ne due to the advanced technology available in the modern era, the Filipinos well-nigh awaited election was taken to another level. Generally, the transform election fulfilled the promise of speed but complaints and controversies remained (Meisburger, 2010). Many Filipinos until direct were not sure whether the new process worked well enough to hold credible elections. Even automated election provided high security, there were still computer experts that bombarded the whole system or hacked the computers and manipulated the results. And I think that it is in truth possible that cheaters came from the people who developed the system. Unfortunately and ironically, the press, despite of the intense focus on the new voting machines, failed to highlight critical problems during Election Day. But in my own effect, the main problem we encountered during the May 2010 automated election was transparency. People were not able to see the actual process of counting the votes and several d oubted if the results are really correct. Reporting on the first automated election also posed new challenges to the media. The press had to be alert to new kinds of problems as well as to keep the coverage on the day itself relateing. But it was obvious from the first hours of coverage that the television networks were clearly prepared to resort to the magic of technology to keep audiences tuned in. The media is intensely influential in the present days systems of domination. Because the majority of the public does not in fact hear political speeches, witness activities, or observe actions of leaders, they depend on the media to exhibit the news in an accessible form. It be captures easy to comprehend how vital the media is, and what will be the effects of the news on the society whenever it is presented. Even a little change of news has the potentials to greatly influence public opinion (people.virginia.edu).Dirty Politics Bias Media and Corrupt CandidatesOn the further side of t he media, television has been with us for more than thirty years (Del Mundo, 1986, p. 10). By any standard, thirty years is long enough to develop a meaningful mass medium. Although in the past, the role of media is not as great as it is today. During an election, it was not strike to see the media being harnessed to serve the politicians who held media power. Rocamora, for instance, concluded that Cheating is a well-developed art in Philippine elections. Local Politicians are adept at manipulating the process from beginning to end. (Rocamora, 1998, p. 23). So having no doubt, the media with its own weaknesses, would most likely practice bend electoral processes. Corruption in the media industry is a fact, and it is thrash during elections. in that respect is a general feeling about the political bias of the media that it is too negative. They place an importance on finding out what is wrong, but do not tell the complete picture about what is being done. thither are indeed media networks that are owned by families who are biased in favor of certain candidates. We can see this prejudicial act most often when the media had begun to be very colored in terms of reporting the news. The media should be obligated to tell the truth and not manufacture or elaborate stories, even if it does not sound as good. It has and will continue to destroy the life storys of close to and make the careers of others. Even though most of the television news stations are owned by rich individuals, they should not be so biased. The media and the politicians only want us to see what a perfect initiation we live in, so they tend to hide the truth or work their way around it. But that is not always the case sometimes desperate politicians are simply exaggerating when they condemn the alleged bias of the media. They tend to highlight the critical views inform by the media but they overlook the balanced presentation of facts in news reports. Another un only intervention was experie nced by the media during the Marcos era. Independence of the media has always been viewed with admiration over in the world. But in 1972 to 1981, when martial law was declared during the regime of President Marcos, media monopoly started. Not just one agency was organized to do the job. Thus, the media suppression of the Marcos era restored the respectable and influential appetite of the public for news. But unfortunately, until now, the medias authority, security and freedom was not completely fulfilled (Del Mundo, 1986, pp. 77-89). Moreover, the recent Maguindanao massacre would be the worst example of election-related violence, wherein many members of the press and media was killed and abducted. Therefore, these malpractices and grim connotations simply imply the common term dirty political relation which I think is not fair because politics must always be understood in a larger context. And talking about the status quo, generally it is the media that is bias and the politicia ns that are corrupt.Defining a CAMPAIGNIn the course especially of elections, we cannot exclude the fact of the emergence of inevitable frauds and intense violence. both now and then, the media conclusively reports about the most compelling issues and irregularities related to elections, especially during the campaign period. A campaign is the period right before citizens make a real political choice. Campaign activity is more likely to register on voters minds as the Election Day draws near (Brady, Johnston Sides, 2004, p.2). According to Brandt, Hughes, and Rasmussen (2006)Most parties make their leader the centre of attention so voters who like the leader will vote for the partys candidates. So the partys election campaign is composed of speeches, party rallies and press conferences featuring the party leader. But the medias job is not just to assume all the words spoken by the leaders. There should also be information in the news story about where the speech was given and how many people were there and what was the reaction of people in the streets, and what did political opponents say. Voters deserve to realise so they can compare and decide for themselves. (Brandt, Hughes, and Rasmussen, 2006, p. 16).Ultimately, political ads and campaigns can appropriate who will win the election. As is true of other types of human relationships, first impressions can be very important as voters form their opinions about political candidates. Research on election decisions suggests that candidates use of the media can have a strong impact upon those who make up their minds about candidates during the campaign. They can affect what the voters know, whether they will vote, whom they will vote for and why they will vote for that person. In general, people already have their own ideas when they view television, read newspapers, or log on to meshsites. To a man, the campaign staffs of politicians agree that the three requisites for a successful campaign are media, mach inery and money. (Coronel, Chua, De Castro, 2004, p. 123)The media as a form of campaign strategyTelevision campaigns come from various forms. It can be a form of commercial, debates, speech, press conference, polls or interviews which are aerate on local television news broadcasts, talk shows and even game shows. The television commercial, the most ruling form of advert is the most interesting and most complex kind of political advertisement. It is the main way that modern campaigns communicate with voters. It can give you as the electorate an idea of how trustworthy candidates are, how they communicate or tie with the people, how they behave under stress, how they sell their program and what do they stand for. According to a study made by Coronel, Chua and De Castro (2004), The Arroyo and Lacson campaigns were most successful than the others in perishting their spins across. This was because they had more sophisticated media strategies and handlers. They had a clearer idea of the center they wanted to project and made sure that this message was successfully conveyed through the media. (p. 21). Through TV ads, the audiences who are watching their favorite television programs will have a chance to meet the candidates and there is a possibility that they can recall them since they are shown in every commercial break. The advertiser will piss another image of the candidate to make them appreciated and accepted by the target audience. The use of daily words, the inclusion of popular song and dance, the color, social issues, and the representation of peoples age, gender, profession and religion are very serviceable for the ads recall (Encabo, 2010, pp.11-12). In a survey conducted by Fonbuena. Rufo and Tabunda (2008), during the campaign period itself, respondents were asked to name political advertisements on television that they could recall. An ad was mattered correctly recalled by a respondent if the respondent was able to identify the candidates in the advertisements that they recalled. Political ads are effective in converting voter awareness into actual votes for the candidates to the result only that these ads improbably project an image of the candidate as one who will effectively address the issues and concerns of the electorate. Studies show that commercials and debates ethereal right before Election Day have the most effect on undecided viewers (pp. 27-28). Voters who have already formed their opinions are hardly influenced by the media to the point of changing their minds. But as defined by House, Ludwig and Stratmann (2009), publicise need not to be truthful in tawdry campaigns. both(prenominal) types of candidates engage in campaign advertising claiming that they are of high quality. Hence, they define advertising as deceptive when a low-quality candidate advertises that he is high-quality (p. 6).Opinion polls, on the other hand, are mostly used by political parties to discover what issues a representative samp le of voters think is important. As defined by Lange (1999), voting intention polls assign the popularity of political parties/candidates, show ratings, and suggest the outcome of elections. Parties will sometimes change their campaign promises because opinion polls reveal what will be more popular (pp. 49-50). People always say in polls, they do not like negative campaigns but voting records seem to indicate that they are affected or influenced by them. Opinion polls also influence voters because voters like to know what their neighbors are thinking and may decide to vote the same way. As such, poll results could increasingly pull up the coverage of the election campaign. Exposure to polls may serve to increase a general interest in voting in the public, but there is little to demonstrate a change in voter intention, which is what we call bandwagon effect. Opinion polls are only a brief sample of peoples opinions at the time they were asked. Polls cannot predict how opinions and votes will change if voters learn new information. Polls should not come the lead story everyday because they may influence voters to follow popular opinion rather than think for themselves. Lange (1999) observed that debates have advantages and disadvantages, but on balance seem positive. On the negative side, it has been argued that mandatory debates would confine the candidates freedom to protract campaigns as they wish that it is not always possible to have all party leaders participating and that debates tend to spotlight the party leaders too intensely. On the positive side, debates spare the candidates to seem the public directly, they have been shown to heighten citizens interest in elections and their levels of information, they are a means of alter the public to make a direct comparison of the candidates, and as such are a efficacious supplement to the normal news coverage (pp. 28-29).Aside from the old traditions of advertising, the innovative transformation of th e society was considered as a milestone in the electoral system. I am not just talking about the May 2010 automated elections, but it is about how social media is changing the face of democracy through the use of different social networking sites in campaigning for a political party or candidate. Generally, traditional media and new media worked together for a more comprehensive coverage of the 2010 Philippine Elections. Rafter (2009) for example, stated that, the internet has presume an increasingly important role in political communications and has provided new ways of communicating political messages with the public. Traditional concerns about television and radio political advertising are equally applicable to the lucre but there is no debate about regulating political content on the web (p.29). TV news stations also marked a milestone in media history when they reported election updates in real time using the new media. They even used the Facebook and Twitter to lieu news up dates and reports about the election. Most of the Social Media websites which have had a major worldwide impact on lucre usage and thusly perceived international impact, like YouTube, Flickr, Blogger, WordPress, Google, Wikipedia, Myspace, Facebook and Twitter (eGovernment-Symposium, 2009, p. 7). As predicted by some experts and scholars, it is probably only a affaire of time before everyone will be able to vote over the Internet. Still, for those who create and air ads, the bottom line is the bottom line. The intended effect of political advertising or paid media is to win political battles by creating and delivering biased messages. Informing and engaging the public outside of ones supporters, when and if it occurs, is a by-product or secondary effect of the effort to win political battles.Does money wins elections?But the most intriguing factor that affects the decision of the electorate is the presence of money. Rocamora (1998), observe that for a candidate to win Philippine elections, they have to cast three times once to get nominated, second to garner votes, third to get his votes counted, added to, and those of his opponents subtracted (p. 27). According to political scientist Ciyde Wilcox, money matters most when the candidates are least known to the voters, when they do not get under ones skin a lot of news coverage, and when paid advertising, which, of course, is expensive, can bring recognition and enhance images (Wayne, 1992, p.52). As I have said, the ads play a big role in the entire campaign. The originally the ad is aired, the earlier the candidates rating goes up and the earlier the candidate can shift to conversion. Indeed, this means paying a yearlong period for advertisement slots. The cost of political campaign is rising and rising fast. The use of other modern technology has also increased expenditures. One 30-second ad can cost a candidate from P34,000 to P243,000, depending on the station and the time slot. These costs are alrea dy slashed by 30 percent, the legally mandated force out for candidates (Fonbuena, Rufo, Tabunda, 2008, p. 61). But because of factors such as popularity and acceptability, campaign budgets may still vary from candidate to candidate. If a candidate is already popular, a lesser amount can be allocated for election paraphernalia. The amount a candidate spends will largely depend on the style of his/her political strategies. Literally speaking, before a apprised person joins a political fray, he/she should check his/her wallet first. Elections are indeed expensive affairs. piano tuner and television appearance, newspaper advertising, travel for the candidate, mailings of campaign materials, maintaining a network of campaign offices, taking polls, and raising money itself all cost a great deal of money. The notion that the side with more money has a better chance of winning is very common. Lack of budget for the campaign can be resolved through public and private funding. The abili ty to raise money is not only a matter of wealth but also of being able to attract funds from others. Way before the campaign period, funds can already be raised. It is obviously important for a financially challenged candidate to strain and accept whatever material support they can find. Sponsored activities like a ball, a concert, a mental picture premier, T-shirt sales, and bazaars can be organized. But most campaign donations would not come in until a candidates showing becomes strong during the campaign period. Their contributions serve as insurance money, an investment they hope to draw from in the future. Another source, though largely unreported for obvious reasons, would be gambling and smuggling operations that examine the protection of the politicians.According to Co, Lao, Sayo and Tigno (2005), potential candidates who do not have the financial resources and backing to undertake a campaign have a little chance of winning (p.98). But apparently, I beg to disaccord tha t financial outlays can guarantee victory in elections. Although the money spent might still serve as a good index to electoral strength, the candidates and parties with the most money did not always win. notes however is only one factor. And even when relatively honest people do win, they have to spend so much money to campaign that they invariably become corrupt in order to recuperate their expenses or to return the favor of financial backers. Wayne (1992) stated that, theoretically, campaign spending should have a greater impact on the nomination process than on the general election, and on the beginning of the process than at the end (p. 51). Whether or not money determines campaign victors, it exerts an enormous influence on elections. Heard (1960), notes that the effect of money in politics is probably more certain in determining who the candidates will be than in determining the outcome of the elections. Although the main goal of those who sponsor political advertising is t o win elections, advertising can also inuence what citizens know about candidates and public policy and how engaged citizens are in their own governance. And, as discussed above, in inuencing what voters know, ads can inuence whom voter choose (Goldenstein, Ridout, 2004, p. 211).The impact of media on the electoral systemThe overwhelming power of the mass media is something that we accept as fact. We are dependent on media for information. Media have become our connection to the real world. Indeed, there have been a lot of contributions media has made in politics, particularly during elections. The availability of media coverage during elections from the nomination period to the canvassing of votes, keeps the public informed of all the crucial events that occur during the elections. In the present times, it has gained a greater importance than how it was in the past. Filipinos much more now than ever in the past, rely on the mass media in deciding whom to vote and which issues are i mportant. There is a hunger for information and citizens are much more attentive to media reports during elections than in other times. It has thus gained more influence over the voting behavior of the electorate and greater power in altering the opinions of the people. During campaigns, bad publicity can mean almost certain death to a promising political career to a politician. No matter what good things a person has done in the past, if the media decides to publish the bad, their chances are blown. Population as a whole also recognizes the large role the media plays in their lives. They are well aware that the press plays the most dominant role in determining which issues and events are considered significant (Brandt, Hughes, Rasmussen, 2006, pp. 15-17). mop upThe medias role in politics is even more significant. They help shape the political culture, and have the power to make a candidate appealing or repulsive. The media can also lead the general public to misunderstand the acti ons of one particular political group, and as a result, other political parties have to face a difficult political situation. Encabo (2010) concluded that politicians and advertisement producers believe that advertising allows candidates to reach even the bored and unmotivated citizens like those who are not paying attention in news reports, debates, and other campaign event (p.20). The media is primarily needed to fix itself to reporting on politics, not shaping it. The media should not have the bias of the nation, but should offer information to allow ideas to form liberally and independently. The nature of the impact of the media coverage is perhaps most dramatically evident in peoples awareness of the candidates and the consequences for how they vote. In the coverage of elections, media fulfills different roles. This includes informing, enlightening, and educating the electorate, providing a platform and forum for controversial social debates, forming public opinion, and servin g as a watchdog on the side of the citizens. Among these roles, the duty of informing the electorate is the primary and the other roles are only ancillary and fall under this primary role. The media has also the ability of change the behavior and decision making of the electorate. Many factors are to consider in determining the voting behavior of the electorate and though there is no certainty on the extent that media affects the decision making process of the electorate, media is one of the few things that can count heavily on affecting and changing the opinions and decisions of the electorate. Apart from persuading the electorate, the media can also persuade the political candidates. The media influence the decision and actions of politicians and officials, change their priorities and can go down their ability to control events. Another thing to consider in the influence of media in elections is the campaign financing that is required of candidates in order to afford the media r esources necessary for advancing the campaign. The costs on campaign financing have escalated primarily due to the fact that it is expensive to employ media resources. However, though it is expensive, but because it is believed to be the most effective medium of campaigning, it is the least likely expense in campaign financing to be cut. The high costs of campaign financing pose problems for less affluent candidates. It is a disadvantage for the poor people candidate who does not have the necessary resources necessary to run a campaign which will be able to employ media as one of its medium of advertisement. Because of this, the integrity of the electoral system of a democratic nation such as the Philippines becomes flawed. People, based on democratic theory, should have equal opportunity to run for office regardless of economic status. But because of the high costs imposed by media on cart track a campaign, this is hardly true. There is therefore a need for the strict implementati on of campaign finance laws during elections so as not to put an advantage on the wealthy and a disadvantage on the less affluent candidates. The media plays a crucial role in the realization of this goal. Through these insights, it is therefore true that media persuasion does not only work between the media and the public, but logically speaking, we and others can also influence the media. 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