Volume 7, Issue 12(1), December 2018 International Journal of Multidisciplinary Educational Research

Published by Sucharitha Publications 48-12-3/7, Flat No: 302, Alekya Residency Srinagar, Visakhapatnam – 530 016 Andhra Pradesh – India Email: [email protected] Website: www.ijmer.in

Editorial Board Editor-in-Chief Dr. K. Victor Babu Associate Professor, Institute of Education Mettu University, Metu, Ethiopia.

EDITORIAL BOARD MEMBERS

Prof. S.Mahendra Dev Prof. Igor Kondrashin Vice Chancellor The Member of The Russian Philosophical Indira Gandhi Institute of Development Society Research, Mumbai The Russian Humanist Society and Expert of The UNESCO, Moscow, Russia Prof.Y.C. Simhadri Vice Chancellor, Patna University Dr. Zoran Vujisiæ Former Director Rector Institute of Constitutional and Parliamentary St. Gregory Nazianzen Orthodox Institute Studies, New Delhi & Universidad Rural de Guatemala, GT, U.S.A Formerly Vice Chancellor of Benaras Hindu University, Andhra University Nagarjuna University, Patna University Prof.U.Shameem Department of Zoology Prof. (Dr.) Sohan Raj Tater Andhra University Visakhapatnam Former Vice Chancellor Singhania University, Rajasthan Dr. N.V.S.Suryanarayana Dept. of Education, A.U. Campus Prof.K.Sreerama Murty Vizianagaram Department of Economics Andhra University - Visakhapatnam Dr. Kameswara Sharma YVR Asst. Professor Dr.V.Venkateswarlu Dept. of Zoology Assistant Professor Sri. Venkateswara College, Delhi University, Dept. of Sociology & Social Work Delhi Acharya Nagarjuna University, Guntur I Ketut Donder Prof. P.D.Satya Paul Depasar State Institute of Hindu Dharma Department of Anthropology Indonesia Andhra University – Visakhapatnam Prof. Roger Wiemers Prof. Josef HÖCHTL Professor of Education Department of Political Economy Lipscomb University, Nashville, USA University of Vienna, Vienna & Ex. Member of the Austrian Parliament Dr. N.S. Dhanam Austria Department of Philosophy Andhra University Prof. Alexander Chumakov Visakhapatnam Chair of Philosophy Russian Philosophical Society Dr.B.S.N.Murthy Moscow, Russia Department of Mechanical Engineering GITAM University Prof. Fidel Gutierrez Vivanco Visakhapatnam Founder and President Escuela Virtual de Asesoría Filosófica Lima Peru Dr.S.V Lakshmana Rao Dr.Ton Quang Cuong Coordinator Dean of Faculty of Teacher Education A.P State Resource Center University of Education, VNU, Hanoi Visakhapatnam Prof. Chanakya Kumar

Department of Computer Science Dr.S.Kannan University of Pune,Pune Department of History Annamalai University Prof. Djordje Branko Vukelic Annamalai Nagar, Chidambaram Department for Production Engineering University of Novi Sad, Serbia Dr. B. Venkataswamy H.O.D., & Associate Professor Prof. Shobha V Huilgol Dept. of Telugu, P.A.S. College Department of Pharmacology Pedanandipadu, Guntur, India Off- Al- Ameen Medical College, Bijapur

Dr.E. Ashok Kumar Prof.Joseph R.Jayakar Department of Education Department of English North- Eastern Hill University, Shillong GITAM University Dr.K.Chaitanya Hyderabad Department of Chemistry Nanjing University of Science and Prof.Francesco Massoni Technology Department of Public Health Sciences People’s Republic of China University of Sapienza, Rome

Dr.Sandeep Narula Prof.Mehsin Jabel Atteya Dept. of Management Sciences Al-Mustansiriyah University IIHMR University, Jaipur College of Education Department of Mathematics, Iraq Dr. Bipasha Sinha S. S. Jalan Girls’ College Prof. Ronato Sabalza Ballado University of Calcutta, Calcutta Department of Mathematics University of Eastern Philippines, Philippines Prof. N Kanakaratnam Dept. of History, Archaeology & Culture Satheesha H Dravidian University, Kuppam Mettu University Andhra Pradesh Mettu, Ethiopia

Dr. K. John Babu Dr.J.B.Chakravarthi Department of Journalism & Mass Comm Assistant Professor Central University of Kashmir, Kashmir Department of Sahitya Rasthritya Sanskrit Vidyapeetha, Tirupati Dr.T.V.Ramana Department of Economics, Andhra University Dr.Ni Luh Putu Agustini Karta Campus, Kakinada Department of Tourism Triatma Mulya Institute of Economy Bali, Indonesia

® © Editor-in-Chief, IJMER Typeset and Printed in India www.ijmer.in IJMER, Journal of Multidisciplinary Educational Research, concentrates on critical and creative research in multidisciplinary traditions. This journal seeks to promote original research and cultivate a fruitful dialogue between old and new thought.

C O N T E N T S Volume 7 Issue 12(1) December 2018

S. Pg.No No 1. Foreign Tourists Loyalty Model in Business Activities of 1 Non-Bank Foreign Exchange in Bali Tourism Area, Indonesia I Nyoman Budiartha, Made Antara and Made Budiarsa 2. Innovative Practices of Open and Distance Learning: A 15 Study of Successful Universal Models T.Sripathy 3. Implications of Soil Moisture Sensor Technologies: A 22 Categorical Review Bharat Kumar G J 4. Absurdism and Existentialism in Samuel Becketts - 31 ‘Waiting for Godot’ Gosia Farooq 5. Solar Heat Energy Storage in Phase Change Materials 34 Harish.T.G and Allwin Sebastian.A 6. Bibliometric Analysis of Indian Library Science Journal 38 of Library Herald During 2010-2015 K.Srinivasa Rao 7. A Study on Customer Awareness and Satisfaction 46 Towards Coco Cola Brand in Guntur City Kurri Chandra Reddy 8. The Reflection of Post Globalization Terms on Growth 57 Centres Development Muhammad Abdul Rahman Seddeek and T.V.Krishna 9. Insurgency: A Stumbling Block in the Peace and 69 Prosperity of Jammu and Kashmir State Nissar Ahmad Mir, Tariq Ahmad Mir and A.P Pandey 10. 77 ीपाराागमे वरादरोग िनवृि िवेषण वैािनक िवशेषाः

िप.ट.िज.भरतशेखराचायः

11. Development Planning of Ecotourism Destination at Gili 88 Balu’ Region Poto Tano West Sumbawa Zainuddin and Syamsul Alam Paturusi 12. 98 K.Kadambini 13. Analyzing the Classification of Dream Interpretation in 102 Oromoo Society: The Case of Iluu Abbaa Boor and Buunnoo Beddellee Zones Bekele Edessa Dhibba, Tewodros Adugna Debelo and Wakgari Tesfaye Fetene 14. Green Marketing 114 Sugandh Mittal 15. Real to Reel or Behind the Reality: Reconstruction of 124 Narratives from Literature to Film Shyamali Banerjee 16. 137 पाराे परमामनः वपम् K.H. Rajesh Kumar 17. HIV Law:The United States 144 S.Sreenivasarao 18. Literacy and Vocational Skill Development 150 Rahul Yadav 19. A Cultural Study of Amaravati 155 T.Surendra Reddy 20. Use of Educational Television in Indian Distance 161 Education T.Sripathy 21. Marketing Practices of Rice Millers: A Case Study of Kodada 175 Y.Srinivasulu and K.Rajaiah 22. How to Enable and Motivate Slow and Fast Learners for Fostering 188 the Attainment of Programme Outcomes in Outcome Based Education Arun Kumar B.R. 23. Dalai Lama - Epitome of World Peace and Harmony 197 Priyadarshini Mahara 24. Factors Affecting Implementation of Physical Education 203 Continuous Assessment, in Case of Mettu University Sport Science Department, Illubabor Zone, Oromia, Western Ethiopia Abebe Deressa and Sheleme Jifara 25. A Study on Sector-Wise Non Performing Assets of Public Sector 221 Banks in India T. Praveen Kumar and S. Durga Rao ISSN : 2277 – 7881 Dr. K. VICTOR BABU Impact Factor :5.818 (2018) M.A.,M.A.,M.Phil.,Ph.D.,PDF, (D.Lit) Index Copernicus Value: 5.16 Associate Professor, Institute of Education & Editor-in-Chief International Journal of Multidisciplinary Educational Research (IJMER) & Sucharitha: A Journal of Philosophy and Religion Mettu University, Metu, Ethiopia.

Editorial……

It is heartening to note that our journal is able to sustain the enthusiasm and covering various facets of knowledge. It is our hope that IJMER would continue to live up to its fullest expectations savoring the thoughts of the intellectuals associated with its functioning .Our progress is steady and we are in a position now to receive evaluate and publish as many articles as we can. The response from the academicians and scholars is excellent and we are proud to acknowledge this stimulating aspect. The writers with their rich research experience in the academic fields are contributing excellently and making IJMER march to progress as envisaged. The interdisciplinary topics bring in a spirit of immense participation enabling us to understand the relations in the growing competitive world. Our endeavour will be to keep IJMER as a perfect tool in making all its participants to work to unity with their thoughts and action. The Editor thanks one and all for their input towards the growth of the Knowledge Based Society. All of us together are making continues efforts to make our predictions true in making IJMER, a Journal of Repute

Dr.K.Victor Babu Editor-in-Chief

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INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY EDUCATIONAL RESEARCH ISSN : 2277-7881; IMPACT FACTOR – 5.818; IC VALUE:5.16; ISI VALUE:2.286

VOLUME 7, ISSUE 12(1), DECEMBER 2018

FOREIGN TOURISTS LOYALTY MODEL IN BUSINESS ACTIVITIES OF NON-BANK FOREIGN EXCHANGE IN BALI TOURISM AREA, INDONESIA

I Nyoman Budiartha Made Antara Student of Doctorate Promoter & Professor Program of Tourism, Udayana Indonesia University Bali, Indonesia Made Budiarsa Co-promoter & Professor Head of Doctorate Program of Tourism Udayana University Bali, Indonesia Abstract

Tourist loyalty to the KUPVA BB company in Bali is realized by coming back at least three times to do foreign exchange transactions at the same place at different times. KUPVA BB company in Bali is obliged to maintain tourist loyalty in conducting foreign exchange transactions to win the competition. This study analyzes tourist loyalty by using service quality, satisfaction, trust and image constructs. The purpose of the study is to analyze the influence of tourist trust, corporate image, tourist satisfaction on the KUPVA BB company in Bali on tourist loyalty. The tourist loyalty model uses (Structural Equation Modeling= SEM), which is a set of statistical techniques that allow testing of a series of relatively complicated relationships simultaneously. This study found that customer satisfaction has the strongest direct influence on loyalty and loyalty was influenced indirectly by tourist satisfaction with trust and image as an intermediary. The recommendation that can be presented to the manager of the KUPVA BB company in Bali is that it is necessary to always provide good service and pay attention to customer satisfaction, maintain tourist trust and corporate image, so that there is an increase in tourist loyalty to KUPVA BB in Bali. Keywords: Bali tourism, Destination, Satisfaction, Loyalty

PREFACE

The island of Bali in the territory of Indonesia is very famous for the tourism industry and the island of Bali has become a favorite destination in the worldseveral times. The tourism industry is indeed an industry that is very

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 sensitive to external issues. Bali is very vulnerable to security issues that easily reduce the interest of tourists to visit Bali. Thus the image and trust of tourists plays a significant role in the tourism industry. The rapid competition of foreign exchange business in Indonesia is not only caused by globalization, but it is caused by tourists who use foreign exchange services, are more intelligent, aware of rates, and many demand optimal services. Progress in communication technology also plays a role in increasing the intensity of competition, because it gives tourists more access to information about the rates offered. Based on theory and empirical studies it is stated that to get loyalty from tourists, tourist satisfaction is the main thing. Satisfaction functions as the difference between performance perceived by tourists and expectations. The expectations of tourists using foreign exchange services in Bali and the performance given by the KUPVA BB company can cause why the two KUPVA BB companies in the same type of business can be judged differently by tourists. Tourist satisfaction is generally an estimate or confidence of tourists about what they will receive. The expectations of tourists using foreign exchange services in Bali are formed by the experience of tourists using previous services, comments from friends and acquaintances, and promises from the company of KUPVA BB. These tourist expectations from time to time develop along with the increasing tourist experience. The KUPVA BB company realizes that tourist satisfaction is the main thing that must be achieved by the company to achieve tourist loyalty as a target of the company, the Bali KUPVA Association and the Bali Local Government. The government expects all components of the KUPVA BB business in Bali, both native Balinese businessmen and non-Balinese businessmen to jointly safeguard Bali's ancestral heritage that upholds the values of honesty in order to maintain the image of Bali to foster trust and loyalty of tourists using foreign exchange services at the company of KUPVA BB in Bali. The purpose of the study is to analyze the effect of service quality of KUPVA BB company in Bali on tourist satisfaction, on the trust of tourists and the corporate image of KUPVA BB in Bali to actualize tourist loyalty in the KUPVA BB company in the tourism area of Bali.

THEORETICAL FRAMEWORK

Theory of Consumer Behavior

Mowen (2002) stated that consumer behavior is a process of making decisions and activities of individuals physically involved in evaluating, obtaining, using or being able to use goods and services. Peter (2014) defined consumer behavior

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 as human actions that are directly involved in acquiring, consuming and spending products and services including decision-making processes that precede these actions. According to Lovelock and Wright (2007), recommendations from other tourists are generally seen as more trusted compared to information activities which are carried out by a company and can have a strong influence on people's decisions to use or avoid a tourism service. Word of mouth information often even occurs when transactions take place. When tourists talk to each other about several aspects of these services, this information can affect both their behavior and satisfaction with the service.

Theory of Service Quality The banking service quality model that is popular and has been widely used until now as a reference in marketing research is a servqual model (service quality). In the servqual model, Parasuraman et al. (1985) defines service quality as an assessment or global attitude regarding the superiority of a service while customer satisfaction is a response to that assessment. If the reality of the KUPVA BB service company is more than expected, then KUPVA company services BB can be said to be qualified but if in reality it is less than expected, it is said to be not qualified. And if the reality is the same as expected, then the KUPVA BB company service is called satisfying. The service quality of BB KUPVA is in the tangible factor with its forming indicators, namely the rate / exchange board, the availability of rupiah currency, the availability of foreign currencies, the availability of routers for the right certainty of the rate information. The quality of BB KUPVA services in the reliability factor is fast updating of rate / exchange rates, professionals in carrying out foreign exchange calculations, and accurate information. The quality of the KUPVA BB service is in responsiveness response with its forming indicators, which are quick to respond to tourist complaints, provide all the information needed by tourists, help tourists' sensitivity, and appreciate the presence of tourists. KUPVA BB service quality in the emphaty factor with its forming indicators, are namely the presence of security officers, CCTV camera installation, honest service. The quality of KUPVA BB services in assurance factors with its forming indicators is to focus on serving tourists, greeting tourists kindly, and having pleasant personalities.

Theory of Customer Satisfaction Tjiptono (2007: 146) revealed that customer satisfaction is a post-purchase evaluation where alternatives are chosen at least giving results (outcomes) equal or exceeding customer expectations, while dissatisfaction arises when the results obtained do not meet customer expectations. According to Milianasari (2012: 40) customer satisfaction or dissatisfaction is the customer's response to the evaluation of discrepancy (discinfirmation) that is felt between previous

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 expectations and the actual performance of the felt products after its use. Customer satisfaction is an overall evaluation of service. Satisfaction also reflects the attitude of customers to repurchase. If the service provided exceeds their expectations, their loyalty will increase.

Theory of Trust Trust is the willingness of companies to depend on business partners (Kotler, 2010). Trust depends on a number of factors among individual travelers and among groups of tourists on competence, integrity, honesty, and kindness of the KUPVA BB company in Bali. Haryono (2010) defined trust as a condition when one of the parties involved in the exchange process believes in the reliability and integrity of the other party. Trust is very important to be able to build long-term relationships and maintain existing market share.

Image Theory (image) The image of a destination is an important part for sale to tourists or stakeholders. Suwantoro (2002: 1116) stated that destination image is a picture of thoughts, beliefs, feelings and perceptions of a destination. Sukawati (2007: 41) stated that destination image is the perception of potential tourists towards a destination. Yavas (2009: 41) stated that destination image is the perception of complex combinations of various products and related attributes. Based on these definitions, it can be concluded that the definition of destination image is a number of beliefs, perceptions of tourists towards a destination involving various products and related attributes. Pendit (2002: 171) argued that image is knowledge about us and attitudes towards us who have different groups. Soemirat and Ardianto (2007: 114), stated that the definition of image as a picture of reality and does not have to be in accordance with reality, the image is the world according to perception. Pendit (2006) argued that customer perceptions of the quality of service received become experience and shape the image again. According to Solimun (2002: 17), image formation before the trip is the most important phase in the process of selecting tourist destinations.

Loyalty Theory Tjahyadi (2004: 69), states that customer loyalty is more about customer loyalty to certain objects, such as brands, products, services, or stores. Loyalty itself can be interpreted as a specific activity of tourists who continue to make repeated visits to the KUPVA BB company in Bali sustainably. Tourist loyalty can lead to a growing desire to re-visit the KUPVA BB company in Bali and will voluntarily recommend the KUPVA BB company in Bali to others. Recommendations to other people occur not only because of the good quality of the KUPVA BB company services in Bali, but also because tourists feel

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 satisfaction when using the services of the BB KUPVA company in Bali in purpose.

RESEARCH METHOD Research Design Reviewed from the type of data and the method of processing, this research is more than quantitative research with the help of the SPSS 22 excel program and the AMOS program. The data obtained were analyzed using multivariate techniques, namely using SEM (Structural Equation Modeling). This research was carried out in several areas in Bali, namely 52 KUPVA BB companies in Bali tourism areas. Data collection techniques are direct interviews with tourists, questionnaires, observations.

The Location of Research This research was carried out at the location of KUPVA BB companies in Bali that have operational licenses from Bank Indonesia spread across three districts, which are thirty-two in Badung Regency, eight in Denpasar City and twelve in Gianyar Regency.

Types and Data Sources The type of data in this study is a type of quantitative data, namely data on the number of tourist visits in the KUPVA BB companies in Bali and data from tourist answers. Data sources are divided into primary and secondary data sources. Primary sources are data obtained directly from tourists' answers to questionnaires provided by KUPVA BB companies in Bali. Secondary data is in the form of library books, documents from the Bali Provincial Tourism Office, the Association of KUPVA Bali, Bali Regional Police, Village Organizations, and other supporters.

Population and Samples The population in this study was all tourists who randomly carried out foreign exchange transactions at KUPVA BB in Bali by filling out the questionnaires which were provided and related to the research. Samples were part of the population. The sample in this study was determined as respondents who had met the criteria of Solimun (2002), namely six times twenty numbers of variables, and respondents were assigned 120 variables who made three visits to the KUPVA BB companies in Bali.

Data analysis

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Data analysis was performed by processing data using statistic Amos for Windows program, version 22 for normality testing, CFA confirmatory factor analysis and influence testing with Structural Equation Modeling (SEM), based on assumptions in SEM to test the feasibility of the model. Variable normality tests on service quality, variables on tourist satisfaction, variables on image and trust and variables on overall tourist loyalty show kurtosis (crunching), cr below 3.00 means all variables spread normally. Confirmatory factor analysis is used to test unidimensionality of dimensions that explain the latent variables of the model, whether all indicators used constitute the latent variables of KUPVA BB service, tourist satisfaction, tourist trust, corporate image and tourist loyalty. This confirmatory factor analysis is also intended to analyze the validity level of the data. That is, whether the indicators used have sufficient meaning to define the latent variables that are formed. According to Ferdinand (2006: 24) a significant indicator defines latent variables if it has a lamda coefficient (λ) ≥ 0.5 and a critical value (C.R.) ≥ 2.00 and a probability value <0.05. So the variables of service quality, satisfaction variables, trust variables and images and loyalty variables are variables that deserve to be studied.

Results and Discussion Structural Equation Modeling (Structural Equation Modelling = SEM) which is a set of statistical techniques allows testing of a series of relatively complicated relationships simultaneously (Ferdinand, 2016). Based on Image 1 it is stated that the model of tourist loyalty can be done by analysis of Goodness of fit, analysis of models structural, analysis of determination. Based on test criteria, Chi-square (x2), Relative Chi-square (x2 / df), RMSEA, GFI, AGFI, TLI, and CFI above and the value of Goodness of fit, processing results ofAmos for windows version 22 as shown in image 1.

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Image 1 Inter-Variable Relationships Considering the value of the cut-of-value and Goodness of fit results of the model in table 1, the criteria are good, so that the model of tourist loyalty at the KUPVA BB in the tourism area of Bali can be said to be fit. Tabel 1 Evaluation of Goodness of Fit Tourist Loyalty Model on KUPVA BB in Bali Tourism Area Cut-of Goodness of fit Index Model Results Information Value Chi-square (X2) 254,26 Good Relative Chi-square (X2/df) ≤3,00 1,540 Good Probability >0,05 0,174 Good RMSEA ≤0,08 0,04 Good GFI ≥0,90 0,926 Good AGFI ≥0,90 0,981 Good TLI ≥0,90 0,921 Good CFI >0,90 0,992 Good

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Test Results of Confirmatory Factor Analysis (CFA) Based on the research model of the structural equation model, a confirmatory factor analysis was performed using a computer by using the program facilities of Amos for Windows version 22, it can be seen as follows: Confirmatory factor analysis results on all indicators or variables of KUPVA BB service, indicators / variables of tourist satisfaction, indicators / variables of tourist trust, indicators / variables of company image, and indicators / variables of tourist loyalty in the form of diagrams and in table form. It is known that Standardized Regression Weight (λ) for all indicators is greater than 0.5 and the CR coefficient is greater than 2.00 and the probability value of all indicators is smaller than 0.05 (***). Therefore, it can be said from the CFA, that all indicators are strong for defining latent variables of KUPVA BB service, tourist satisfaction, tourist trust, and image and loyalty of tourists and can be included in further analysis.

Impact of KUPVA BB Service on Tourist Satisfaction The empirical findings prove that the influence of the KUPVA BB service variable on tourist trust has a standardized estimate (regression weight) of 0.737, with Cr (Critical ratio = identical to the t-count value) in the amount of 6.607 on a probability of 0.00. The value of CR 6.607> 2,000 and Probability = 0,000 <0.05 means that the hypothesis H1 is accepted, that is, the service variable KUPVA BB has a positive effect on tourist trust and is stated to be significant (table 2). The service of the KUPVA BB company in Bali that gives satisfaction to tourists / respondents when making buying and selling transactions for foreign exchange is good, specifically tourists are satisfied with the service availability of the rate board in the exchange room therefore they can provide right and accurate rate information when transacting . The satisfaction of tourists is due to the attitude of the exchange business people at KUPVA BB in Bali, namely respecting these tourists by paying attention to the needs of tourist exchange and honesty in making transactions. The presence of security guards makes tourists feel satisfied to make foreign exchange trading / buying and selling transactions at KUPVA BB in Bali.

Impact of Tourist Satisfaction on Company Image of KUPVA BB in Bali The empirical results prove that the effect of tourist satisfaction on corporate image has a standardized estimate (regression weight) of 0.286, with Cr (Critical ratio = identical to the t-count value) in the amount of 2.711 on a probability of 0.007. CR value 2.711> 2,000 and Probability = 0.007 <0.05 means that the H3 hypothesis is accepted, namely the tourist satisfaction variable has a positive effect on the company's image and is stated to be significant (table 2). The more satisfied tourists who carry out foreign exchange buying and selling transactions

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 at KUPVA BB in Bali, the higher the company's image, and vice versa the lower tourist satisfaction, then the lower the image of the KUPVA BB company in Bali. In this study, it was found that respondents were satisfied tourists, then it is reflecting the good image of the KUPVA BB company in Bali, namely tourists who have carried out foreign exchange transactions consider the KUPVA BB company to have a different appeal, security and atmosphere when tourists make a sale foreign exchange buy / exchange. Respondents are tourists who were satisfied in this studyand gave a good reputation to the KUPVA BB company in Bali and gave a good impression and tourists considered that the KUPVA BB company image in Bali was good.

Effect of Tourist Satisfaction on Trust in KUPVA BB in Bali Empirical test results prove the effect of the variable tourist satisfaction on tourist trust has a standardized estimate (regression weight) of 0.091, with Cr (Critical ratio = identical to the t-count value) of 2.104 on probability 0.036. CR value 2,104> 2,000 and Probability = 0,000 <0,05 means that the H2 hypothesis is accepted, the variable of tourist satisfaction has a positive effect on tourist trust and is declared significant (table 2). The higher tourists satisfaction, the higher the tourists' trust, and vice versa, the lower tourist satisfaction, the lower the tourist’s trust to make transactions at KUPVA BB companies in Bali. If tourists feel satisfied and happy, tourists will feel a sense of trust with the KUPVA BB service provider, therefore the tourists will depend on the KUPVA BB company and then will raise their intention to maintain the relationship represented in the form of loyalty using KUPVA BB company services when visiting Bali. Respondents were tourists who were satisfied because of their trust in the KUPVA BB company in Bali, namely the tourists believed that the KUPVA BB company was more profitable for tourists when they would exchange transactions therefore tourists could shop in other stores using Rupiah or vice versa if tourists would return to their country, then it will easily exchanged back into foreign exchange. Tourists are satisfied therefore they believe that the KUPVA BB company in Bali behaves well and honestly with tourists and the company has provided facilities that support foreign exchange transactions.

Impact of Tourist Satisfaction on Tourist Loyalty Empirical testing proves the effect of tourist satisfaction variables on tourist loyalty has a standardized estimate (regression weight) of 0.532, with Cr (Critical ratio = identical to the t-count value) of 4.708 on a probability of 0.000. CR value 4,708> 2,000 and Probability = 0,000 <0,05 means that the hypothesis H6 is accepted, that is the variable of tourist satisfaction has a positive effect on tourist loyalty and is declared significant (table 2). The higher tourist satisfaction

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 at KUPVA BB companies in Bali, the higher the tourist loyalty, and vice versa, the lower tourist satisfaction, the lower the tourists' loyalty to BB KUPVA company in Bali (table 2). Respondents who answered were satisfied with the availability of an indoor rate board when conducting foreign exchange transactions and the respondents were also satisfied with the exact certainty of the information rate informed by KUPVA BB officers in Bali. Respondents were satisfied because they were appreciated when conducting foreign exchange transactions and were satisfied with the honesty of staff at the KUPVA BB company. The presence of a security guard who is always on standby also satisfies tourists therefore the satisfaction formed creates tourist loyalty to transact more than three times at KUPVA BB in Bali while in Bali.

The Influence of Corporate Image of KUPVA BB in Bali Against Tourist Loyalty Empirical testing proves the effect of company image variables on tourist loyalty has a standardized estimate (regression weight) of 0.125, with Cr (Critical ratio = identical to the t-count value) of 2.447 on a probability of 0.000. CR value 2.447> 2,000 and Probability = 0.024 <0.05 means that the hypothesis H5 is accepted, that is, the company image variable has a positive effect on tourist loyalty and is declared significant (table 2). The higher the image of the KUPVA BB company in Bali, the higher the tourist loyalty, and vice versa the lower the image of the KUPVA BB company in Bali, the lower the tourist loyalty. The image of the KUPVA BB company in Bali is a good impression that arises because an understanding of the reality that occurred during the foreign exchange buying and selling transaction at KUPVA BB in Bali was crucial in increasing tourist loyalty. Respondents who consider that the KUPVA BB company image in Bali is good, the tourists will be loyal to the KUPVA BB company in Bali every time they visit Bali, they will always visit the KUPVA BB company in Bali to conduct foreign exchange trading transactions. The image of the KUPVA BBcompany in Bali is considered good by tourists because it has a certain appeal and the KUPVA BB company provides a safe and comfortable feeling for tourists, providing a different atmosphere. Good image variables with company indicators have a good reputation in the KUPVA BB company that has a good impression for tourists because they have reliable and capable personnel and are supported by adequate facilities. The effect of tourist image variables raises loyalty. The respondent / traveler recommended the KUPVA BB company in Bali to other people and their families if they were in Bali to make buying and selling transactions at the KUPVA BB company in Bali. Tourists who have considered the KUPVA BB company image in Bali are good, these tourists will not intend to transact foreign exchange outside Bali before they visit Bali.

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Effect of Tourist Trust on Tourist Loyalty at KUPVA BB in Bali Empirical test results prove that the influence of tourist trust on tourist loyalty has a standardized estimate (regression weight) of 0.215, with Cr (Critical ratio = identical to the t-count value) of 2.571 on a probability of 0.010. The value of CR 2.571> 2,000 and Probability = 0.010 <0.05 means that the hypothesis H4 is accepted, namely the variable of tourist trust has a positive effect on tourist loyalty and is declared significant (table 2). The higher the tourists 'trust in the KUPVA BB company in Bali, the higher the tourist loyalty, and vice versa the lower the tourists' trust in the KUPVA BB company in Bali, the lower the tourist loyalty. The trust of tourists to the KUPVA BB company service industry in Bali is the most important character in realizing long-term relationships in the future. The buying and selling transactions in the KUPVABB company service industry in Bali that occur repeatedly are certainly based on high trust from tourists. Respondents are tourists who believe in the KUPVA BB company in Bali so that tourists become loyal and wish to continue to do transactions at the KUPVA BB company at the time make a visit to Bali. With the loyalty of tourists to the KUPVA BB company in Bali, tourists who plan to come back to Bali do not need to prepare Rupiah from their home countries because tourists believe in the KUPVA BB in Bali. Tabel2 Calculation of Regression Coefficient (Group number 1 - Default model) Tourist Loyalty Model on KUPVA BB in Bali Tourism Area Std.Estimate Estimate S.E. C.R. P satisfaction <--- Service ,737 ,608 ,092 6,607 *** Image <--- satisfaction ,286 ,450 ,166 2,711 ,007 Trust <--- satisfaction ,091 ,165 ,183 2,104 ,036 Loyalty <--- satisfaction ,532 ,886 ,188 4,708 *** Loyalty <--- Image ,125 ,132 ,091 2,447 ,024 Loyalty <--- Trust ,215 ,198 ,077 2,571 ,010

Novelty (Novelty) This study found that customer satisfaction has an important role in forming tourist loyalty in the KUPVA BB company in Bali. Satisfaction has the strongest direct influence on tourist loyalty, customer satisfaction also has an indirect effect on tourist loyalty with tourist trust and corporate image as an intermediary in forming tourist loyalty. The results of this study strengthen the role of customer satisfaction as a major determinant in forming loyalty, especially in the hospitality industry.

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CONCLUSION AND SUGGESTION Conclusion 1. Service quality of the KUPVA BB company in Bali has a positive and significant effect on tourist satisfaction. 2. Tourist satisfaction has a positive and significant effect on tourist trust and corporate image of KUPVA BB in Bali, and together has an effect on the loyalty of tourists to return to foreign exchange transactions at KUPVA BB in Bali. Suggestion 1. The service quality of theKUPVA BBcompany in Bali that includes tangible, reliability, responsiveness, emphatyand assurance still needs to be maintained so that the level of tourist satisfaction is maintained as well. 2. Tourist satisfaction is the main capital so that tourists become loyal to come visit again and exchange their foreign exchange. It is recommended that all tourism actors and the government as policy makers maintain tourist satisfaction and help each other so that tourists' trust in the KUPVA BB company is maintained, therefore the company's image becomes good.

BIBLIOGRAPHY Aryani, D., Rosinta, F.2010, Pengaruh Kualitas Layanan terhadap Kepuassan Pelanggan dalam Membentuk Loyalitas Pelanggan, Bisnis & Birokrasi 17, 114-126. Bank Indonesia. 2016, Peraturan BI No. 18/19/PBI/2016 Tentang Transaksi Valuta Asing Terhadap Rupiah Antara Bank Dengan Pihak Asing Bank Indonesia. 2016. Peraturan BI No. 18/20/PBI/2016 tentang Kegiatan Usaha Penukaran Valuta Asing Bukan Bank tanggal 3 Oktober 2016, Jakarta Bank Indonesia. 2017. Sosialisasi KUPVA BB Berijin. Direktorat Pengelolaan Moneter, Bank Indonesia, Jakarta Harun, 2006, Bauran Pemasaran dan Loyalitas Konsumen, Alfabeta, Bandung. Haryono, 2010, Analisis Pengaruh Kualitas Layanan, Kepercayaan dan Kepuasan TerhadapLoyalitas Pelanggan Telkomspeedy dengan MetodeStructural Equation Modeling. Tesis. Program StudiMagister Manajemen Teknologi Bidang KeahlianManajemen Industri, Institut Teknologi SepuluhNopember, Surabaya. Kotler, Philip. 2002. Pemasaran, Perhotelan dan Kepariwisataan. Edisi Kedua Versi Bahasa Indonesia. Jakarta: PT Prenhallindo. Kotler, Philip dan Kevin Lane. 2007,Manajemen Pemasaran. Jilid I. Edisi 12 Jakarta.

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Kotler P., Bowen J.T., Makens J.C. 2010, Marketing for Hospitality and Tourism. Upper Saddle River. New Jersey: Pearson Education, Inc. Lovelockdan Wright, 2007, Principles of 68 Service Marketing and Management, Prentice Hall Inc., Upper Saddle River, New Jersey. Milianasari, 2012, Analisa Dampak Service Performance dan Kepuasan sebagai Moderating Variable terhadap Loyalitas Nasabah. Jurnal Ilmiah Univeritas Petra Surabaya. Mowen, John C. dan Minor, Michael. 2002,Perilaku Konsumen. Jilid I. Edisi Kelima. Jakarta: PT. Erlangga. Parasuraman, A.; Zeithaml, Valeric A.; dan Berry, Leonard L. 1985, A Conceptual Model of Services Quality and its Implications for Future Research, Journal of Marketing. Vol. 49 (Fall), pp. 41-50. Pendit S., Nyoman.2002, Ilmu Pariwisata Sebuah Pengantar Perdana. Jakarta: PT. Pradnya Paramita. ------.2006, Ilmu Pariwisata Sebuah Pengantar Perdana. Jakarta: PT. Pradnya Paramita. Peter, J.P. and Olson, J.C.2014. Perilaku Konsumen dan Strategi Pemasaran. Buku 1, Edisi 9. Jakarta: Salemba Empat. Rosinta, Febrina. 2010, PengaruhKualitas Layanan terhadap Kepuasan Pelanggandalam Membentuk Loyalitas Pelanggan. JurnalIlmu Administrasi Dan Organisasi, Vol. 17, No.2. Siregar, S.P. 2005, Analisis Kepuasan Para Anggota TerhadapProgram Loyalitas Astraworld. Tesis Fakultas Ekonomi Universitas Indonesia, tidak diterbitkan. Sirhan. 2016, Pengaruh Kualitas Pelayanan Terhadap Kepuasan dan Loyalitas Mahasiswa, Tesis Fakultas Sosial Ilmu Politik Universitas Merdeka Malang. Soemirat dan Ardianto, 2007, Perilaku Konsumen: Implikasi pada Strategi Pemasaran, Edisi 1. Yogyakarta: Graha Ilmu. Solihin, Mahfud dan Ratmono, Dwi. 2013, Analisis SEM - PLS dengan Warp PPL 3.0, Yogyakarta Penerbit Andi Yogyakarta. Solimun. 2002,Multivariate Analisis, Tructural Equation Modeling (SEM), Lisrel dan Amos. Malang: Fakultas MIPA Universitas Brawijaya. Sugiyono. 2003, Statiska Untuk Penelitian. Bandung: Alfabeta. Sukawati, T. 2007, Pengaruh Strategi Diferensiasi terhadap Kepuasan Pelanggan Pita Maha A Tjapuhan Resort dan SPA di Ubud, Jurnal Studi Ekonomi 12, 69-85. Suwantoro, G. 2002,Dasar-dasar Pariwisata. Yogyakarta: ANDI. Tjiptono, Fandy. 2007. Manajemen Jasa. Yogyakarta: ANDI. Undang-Undang Republik Indonesia No. 10 Tahun 2009 tentang Kepariwisataan.

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Yavas, Ugur; Babakus, Ermin. 2009, Retail store loyalty: a comparison of two customer segments, International Journal of Retail dan Distribution Management, Vol. 37 No. 6, pp. 477-492.

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INNOVATIVE PRACTICES OF OPEN AND DISTANCE LEARNING: A STUDY OF SUCCESSFUL UNIVERSAL MODELS Dr.T.Sripathy Department of Studies in Electronic Media Bangalore University Bangalore, India Abstract:

The study highlights the innovative practices of Open and Distance Learning. History reveals successful universal models across the world. Open and distance Learning practices are changing in fast pace due to adoption of technology and pedagogy, this has resulted teaching, learning, quality assurance, tutoring, curriculum and student services. This study will not provide complete data about innovations; instead, a snap shot successful universal model are discussed. Keywords :Distance Education, Open Learning, Educational Technology, Electronic Media, innovative practices. Introduction

The concept of 'distance education' was first used in the nineteen seventies. It was officially chosen in 1982 when the International Council for Correspondence Education changed its name to the International Council for Distance Education. The Council is currently called the International Council for Open and Distance Education. Distance education is an amalgam of various forms of the educational act, which led, through a prolonged practice of application and through maturity, to a contemporary and integrated educational whole. Older educational forms including adult education, education by correspondence, anti-authoritarian education, open learning or open education, part-time education, lifelong learning, technology-assisted or based education, counselling etc. whose features developed gradually over time, led to a contemporary system of education capable of functioning with all the requisite features of a conventional educational system. Globalization of distance education has been noticeable development across the world. Globalization of higher education is another recent feature of ODL in the AP region. In the past ten years or so there has been a noticeable surge in the export and the import of educational services in the region. Distance education including e-learning is one of the many manifestations of the current trend, and it has been steadily gaining ground. Innovative Practices of ODL

Education generally, distance education in particular, uses networks to transmit educational content or to facilitate teaching and learning. Although

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 other technologies continue to be used to deliver education content, networked computing and the satellites are so well suited to the effective and efficient transmission of educational information and interpersonal communication that the Broadband has all but become the de facto medium of delivery. Technological innovation, long a hallmark of academic research, may now be changing the very way that universities teach and students learn. For academic institutions, charged with equipping graduates to compete in today’s knowledge economy, the possibilities are great. Distance education, sophisticated learning management systems and the opportunity to collaborate with research partners from around the world are just some of the transformational benefits that universities are embracing Television constitutes an important medium widely used to disseminate information to its viewers. It has the unique feature of combining audio and visual technology, and thus considered to be more effective than audio media. It serves multiple purposes of entertainment, information and education. Besides performing motivational function it helps in providing discovery learning and cognitive development of its viewers. Because of its better accessibility, it can bring learning materials to the masses in more direct, effective and personal way than other educational media. Although every media have some strengths and weaknesses, much more depends on how the media is used. The researches carried out by Bates (1981), Salomon (1979), and Olson and Bruner (1974) suggest the television differs from other media in the way it can represent knowledge, and such differences have certain pedagogic implications.Innovative practices of Open and Distance Learning are identified in various parameters such as

 Advocating for Learning  Audio and Video Tools  Collaboration  Communication  Critical Thinking and Problem Solving  Curriculum  Engaging in Reflective Practice  ICT Innovations  Information Utilization  Integrating Technology  Leading through Innovative Practices  Practicing Professional Ethics  Professional Competence and Values  Quality Assurance  Technolgy Innovations

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 Valuing Diversity Educational Technologies, which has an important place in mass communication, has a significant role in Higher Education with its special position, the way of presentation and qualities peculiar to itself. Educational Television Technologies are growing more and more important as educational institutions are facing tremendous challenges because of the requirements of an emerging knowledge- based society, which lead to changes in education and training needs. In access: “distance” and “virtual” institutions allow for growing numbers of students to access higher education, in more remote areas and at any time of day and night.

The last few decades have seen the creation of several distance-learning institutions, starting with Open Universities using initially radio and television technology. These institutions, have gradually introduced new technologies and some now offer “virtual” courses requiring computers at home and links to Internet. More recently created establishments are using advanced technologies with various levels of “virtualization”, some of which are identified by Robert Mason, in Tschang and Della Senta (2001). In 1998, another university organization, the European University Association (EUA) has issued a guide called “Guidance to Universities on ICTs Strategy” (CRE Guides, 1998), which listed all the criteria to be considered when introducing ICTs in universities. The some of the successful models are: Profiles of the Popular of ODL institutions in the world

Institution Year of Type of institution Homepage URL Establi- shment AIOU 1974 National, on profit, Single mode http://www.aiou.edu.pk (Pakistan) Anadolu 1958 National, Non-profit, Single- http://www.anadolu.edu.tr (Turkey) mode Athabasca 1975 Public, Non-profit, Single-mode http://athabascau.ca (Canada) BBT (Japan) 2005 Private, For-profit, E-learning http://www.bbt757.com CCRTVU 1979 National, Non-profit, Single- http://www.crtvu.edu.cn (China) mode Credu (Korea) 2000 Private, For-profit, E-learning http://www.credu.com IGNOU (India) 1985 National Non-profit, Single- http://www.ignou.ac.in mode KNOU (Korea) National, Non-profit, Single- http://www.knou.ac.kr mode Monash 1958 National, Non-profit, Dual- http://www.monash.edu.a (Australia) mode u Netvarsity 1996 Private, For-profit, E-learning http://www.niit.com/inde (India) x.asp

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OUHK (China) 1989 Public, Non-profit, Single-mode http://www.ouhk.edu.hk OUM 2000 Private (consortium) Single- http://oum.edu.my (Malaysia) mode OUSL (Sri 1980 National, Non-profit, Single- http://www.ou.ac.lk Lanka) mode Ramkhamhaeng 1971 National, Non-profit, Dual- http://www.ru.ac.th (Thailand) mode U21G 2001 Consortium, Private, For-profit, http://www.u21global.co (International) E-learning m UOP (USA) 1976 Private, For-profit , mixed http://welcome.phoenix.e mode du USP (Fiji) 1968 International, Non-profit http://www.usp.ac.fj Mixed-mode USQ (Australia) 1967 National, Non-profit, Mixed http://www.usqonline.co mode m.au UT (Indonesia) 1984 National, Non-profit, Single- http://www.ut.ac.id mode United Kingdom Open University United Kingdom Open University founded and funded by the UK Government. It was established in 1969 and the first students enrolled in January 1971. The headquarters at Buckinghamshire, has regional centres in each of its thirteen regions around the UK. It also has offices in other European countries. The University awards undergraduate and postgraduate degrees, as well as non- degree qualifications such as diplomas and certificates, or continuing education units. The OU provides university education to those wishing to pursue higher education on a part-time and/or distance learning basis, including disabled people, who are officially a priority group for the university. The British Government asked the Open University to continue the work of the Council for National Academic Awards (CNAA) when it was dissolved. The CNAA formerly awarded degrees at the polytechnics which have since become universities. The Open Universities uses a variety of methods for distance learning, including written and audio materials, the Internet, disc-based software and television programmes on DVD. Course-based television broadcasts by the BBC, which started on 3 January 1971, ceased on 15 December 2006. Materials are composed of originally-authored work by in-house and external academic contributors, and from third-party materials licensed for use by OU students. The Open Universities now produces mainstream television and radio programming aimed at bringing learning to a wider audience.In October 2006 the OU joined the Open educational resources movement with the launch of OpenLearn. A growing selection of current and past distance learning course materials will be released for free access, including downloadable versions for educators to modify, plus free collaborative learning-support tools (en.wikipedia.org/wiki/The_Open_University)

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China TV University

China TV University is the largest university in the world with a total enrolment of 850,000 in 1994. The system includes a central unit that develops and produces course materials, 44 provincial units that also develop and produce such materials, 1,550 education centres at the county or company level, and 30,000 tutorial groups. The education centres have pressured the system to provide more job training, courses of local interest, and continuing education. Although China TV University mostly serves urban residents, there are plans to broadcast some of its programmes more widely, and twenty million farmers have already received "intermediate education of a practical interest" through an associated unit. Open University Of Hong Kong In 1987, the government provided start-up funds to open an independent institution dedicated solely to distance education at the tertiary level, the Open Learning Institute of Hong Kong (OLI). OLI was an autonomous organisation whose council included representatives of local universities and overseas distance-learning institutions. Ten years later the Institute was renamed Open University of Hong Kong (OUHK). OUHK provides distance education courses mostly through pre-prepared materials that are mailed to students' homes or workplace. Some courses use television broadcasts. Materials imported from the United Kingdom's Open University were gradually replaced by locally developed courses that better respond to students' needs and cultural specificities. Most material is written in English and Chinese. Thailand Sukhothai Thammanthirat Open University

Sukhothai Thammathirat Open University in Thailand is committed to lifelong education, the expansion of educational opportunities for secondary school graduates and personnel development. It provides academic degree programmes, short training programmes, and individual courses. 75% of the student population are from rural areas. The university combines printed materials with 1,100 30-minute television broadcasts annually and 150 20- minute radio programmes each week. It also makes extensive use of physical facilities scattered throughout the country, operating 87 Regional and Provincial Study Centres for the orientation of new students, tutorials, and examinations. There are Special Study Centres in government agencies such as hospitals, regional agricultural offices, and government offices that have laboratories and other facilities. The University also has sections in 80 provincial libraries that provide education media support to students. Telephone conversations between students and instructors are common. The University hopes to expand its services

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 with cable television and satellite television broadcasts accompanied by two-way audio links. Korea National Open University Korea National Open University was founded in 1972 as a branch of the Seoul National University, offering a two-year junior college programme to less than 30,000 students. Initially, the purpose was to provide a two-year college education to high school graduates who were unable to attend a traditional university. But as the demand for higher education grew and conventional colleges and universities were unable to accommodate this demand, a more cost- effective approach was sought resulting in the first national distance teaching college using TV and radio broadcasts. KNOU applies diverse learning systems and educational programmes such as the Internet, on-line, cable TV, EOD (Education on Demand), CD-ROM and radio in its educational programmes. University of the Philippines Open University

Established in February 23, 1995, the University of the Philippines - Open University offers masters and short courses online, providing Filipinos' first taste of e-learning. On their website, information on admissions, registration requirements and faculty members can be accessed, along with programmes on offer, and the professional courses under the Continuing Education Programme. Furthermore, here the potential student can find information about specific programmes of interest from the UPOU staff. A comprehensive on-line library is also provided, offering supporting texts to all the courses on offer. Conclusion Conclusion In general, Open and Distance Learning is playing important role in Higher Education for most of countries.Education is a process of bringing desirable changes in learners; education makes human beings a right thinker and a decision maker. Education is the wise, hopeful and respectful cultivation of learning undertaken in the belief that all should have the chance to share in life. The advantageous way to use the innovation pracices in higher education. BIBLIOGRAPHY 1. Baat, J.A. (1982) Distance students’ learning-Empirical findings and theoretical deliberations. Distance Education, 3, (1), Pp. 6-27. 2. Bates, A. W.(1998). Television, Learning and Distance Education. Journal of Educational Television. Val.14, No.3, 213-225. 3. Biswal, B. N (1995) A Study of Reactions of Students of Correspondence Education in Indian Education. 4. Durbridge, Nichola (1984)"Audio Cassettes in Distance Education" The Role of Technology in Distance Education,

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5. Dutt, R. (1955)”Distance Education in India: Its Development and Significance” Workshop on Distance Education, New Delhi. 6. Garrison, D.R. (1 985) Three Generations of Technological Innovations in Distance Education: Distance Education, Vol. 6(2). 7. IGNOU (2000). Course ES-318: Communication Technology for Distance Education, Post Graduate Diploma in Distance Education programme, New Delhi: IGNOU 8. IGNOU Profile (2002), Indira Gandhi National Open University, New – Delhi, India pp 51. 9. Keegan, D. (1995). Distance education technology for the new millennium: compressed video teaching. ZIFF Papiere. Hagen, Germany: Institute for Research into Distance Education. (Eric Document Reproduction Service No. ED 389 931). 10. Kulandai Swamy, V.C. (2002). Development of Open Distance Education, Education for Knowledge Era: Open and Flexible Learning, New Delhi: Kogan Page, pp: 25-49. 11. Lionarakis, A. (2005). Open and Distance Education and Learning Procedures, in A. Lionarakis (Ed), Pedagogical and Technological Applications, Hellenic Open University. 12. Marew, Z. (2002). The Impact of Globalization on Distance Education. The Ethiopian Journal of Educational researchers’ Association . Volume 1, No. 1. 13. Ross, LR & Powell, R, 1990, ‘Relationships between gender and success in distance education courses: a preliminary investigation’, Research in Distance Education, vol. 2, no. 2, pp. 10–11. 14. Satyanarayana, P. and Sesharatnam, C. (2000). Distance Education: What? Why? How? Booklinks Corporation, Hyderabad (India), pp: 95-96 15. Sewart, D. (1981). “Distance Teaching: A Contradiction in Terms?” Teaching at a Distance,19. 16. Willis, B. (1994). Distance Education: Strategies and Tools. Englewood Cliffs, NJ: Educational Technology Publications.

Dr.T.Sripathy, holds a Ph.D Degree in Electronic Media under Science Faculty from Bangalore University and he worked on thesis titled “Educational Television in Indian Higher Education: A critical Study of its Past, Present and Future with Stakeholders perspectives”. An innovative and inquisitive academician constantly engaged in academic and practical activities over two decades in the field of Electronic Media Studies, Educational Technology, Film and Television Production, Television Journalism and MOOCs Video Lecture Production. He has Exceptional record of accomplishment of research success with multiple articles and publications.

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IMPLICATIONS OF SOIL MOISTURE SENSOR TECHNOLOGIES: A CATEGORICAL REVIEW

Dr. Bharat Kumar G J Associate Professor Faculty of Electrical and Computer Engineering Bahir Dar Institute of Technology, Bahir Dar University Bahir Dar, Ethiopia

Abstract

Water is a valuable asset and a main impetus in irrigation. Ideal utilization of water is a need of great importance. Effective irrigation watering helps in sparing water, showing signs of improvement plant yields, lessen reliance on composts and enhance edit quality. Different techniques, both lab and field including remote detecting are accessible to quantify soil moisture content, yet the snappiest and better one is with the utilization of soil moisture sensor electronic gadgets. For fruitful irrigation, it is important to screen soil moisture content consistently in the irrigation fields. The determination of soil moisture tests is a critical paradigm in estimating soil moisture as various soil moisture sensors have their own points of interest and weaknesses. The dirt moisture sensors are utilized seriously at present since it gives ongoing readings. An endeavor is made in this article to audit a portion of the sensors accessible, their details, properties, materialness, favorable circumstances and impediments with the goal that an educated choice on choice of suitable sensor can be made for a specific application.

Keywords: Moisture, irrigation, soil moisture, soil moisture sensor

1. INTRODUCTION

The world, at present is confronting lack of water which is hampering the improvement of agribusiness and subsequently the nourishment generation. Sensible utilization of water is along these lines essential and in horticulture especially, ideal utilization of water is vital (Munoth et al., 2016) as there is deficiency of water in many parts of the world. Soil moisture is essential data in accomplishing ideal water prerequisites for the yields (Schroder, 2006). The different dimensions of soil moisture content are appeared beneath in figure 1. As the water penetrates into the dirt, the pore spaces are loaded up with water and water begins permeating downwards. As this procedure proceeds with, the dirt achieves field limit however the permeation of water proceeds because of

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 slender activity and gravity. At the point when soil water surpasses the field limit, the overabundance water depletes out (immersion point). Lasting shriveling in this figure demonstrates the time when plants have retained the majority of the accessible water and they wither to such an extent that they can't recover (Yonts et al., undated). The accessible soil water holding limit of soil is diverse for various kinds of soils. Diminishes et al., 2013 have given the scope of accessible soil water for various soil surfaces which unmistakably demonstrates that coarse sand has slightest accessible water limit (0.2-0.8 in/ft) while peat sludges has most noteworthy accessible water limit (1.9-2.9 in/ft). At first, as the dirt water is exhausted from field limit (100% of accessible water) towards perpetual shriveling point (0% of accessible water), plant development isn't influenced until the point when the consumption achieves the purpose of least equalization (otherwise called administration admissible shortage). Consumption of soil water beneath this base parity prompts yield misfortunes. Thus, care ought to be taken with the end goal that water in the product root zone holds between least equalization and field limit.

Figure 1: Various water levels in the Soil

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There are commonly two techniques for estimating soil moisture, which are Direct investigation (Feel and appearance strategy, Hand-push test, and Gravimetric technique), and Meters and Sensors (Soil moisture squares, TDRs, FDRs, and so forth.) (Evans et al., 1996). The dirt moisture sensors are exceptionally profitable instruments in estimating soil moisture to survey edit development (Scherer et al., 2013). Soil moisture sensors measure the water content at the root zone and is valuable in irrigation planning (Clarke et al., 2008), exactness horticulture and hydrology (Skierucha et al., 2010), private gardens, landscapes, precipitation checking, ecological testing and so on. There are different sorts of soil moisture sensors accessible in the market. Notwithstanding, one must take care in choosing the fitting kind of sensor by considering the sensor attributes, relevance, focal points and detriments and in particular expense. Exertion have been made in this article to examine some basic sensors utilized in the field with their points of interest and disservices so one can without much of a stretch distinguish the kind of sensor required for his specific application.

2. SOIL MOISTURE SENSOR TECHNOLOGIES There are various kinds of sensors accessible today, each having variable exhibitions (Francesca et al., 2010). Some measure soil moisture content while other measure soil water potential and dielectric consistent (volumetric substance). Despite the fact that there are various systems accessible for soil moisture detecting, however in this audit the dirt water strain based sensors (tensiometers and granular framework sensors) and soil water content based sensors (TDR, FDR and VH400) are examined. The atomic scrambling and gamma beam constriction strategies have not been talked about here as they utilize radioactive material which may turn out to be perilous (McKim et al., 1980).

2. 1. CATEGORY I: VOLUMETRIC SOIL MOISTURE SENSORS Volumetric soil moisture sensors straightforwardly measure the measure of water in the dirt. This class has the most sensor types: neutron moisture tests, warm dissemination sensors, and the normal, di-electric sensors. The di-electric sensors measure the di-electric consistent of the dirt, an electrical property subject to soil moisture content, and can be bought in 3 varieties:

2.1.1. TIME DOMAIN REFLECTOMETRY (TDR) SOIL MOISTURE SENSORS Soil Moisture Sensors that utilization the Time Domain Reflectometry (TDR) work in a to some degree comparable approach to FDR tests, however the mechanics behind the estimation framework are extraordinary. TDR sensors

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 engender a heartbeat down a line into the dirt, which is ended toward the end by a test with wave guides. TDR frameworks measure the decide the water substance of the dirt by estimating to what extent it takes the beat to return. TDR soil moisture estimation gadgets require a gadget to produce the electronic heartbeat and should be painstakingly adjusted with the end goal to definitely quantify the measure of time it takes for the beat to proliferate down the line and back once more. They are likewise touchy to the saline substance of salt and moderately costly contrasted with some estimation strategies. Notwithstanding, TDR gadgets do react rapidly to shifting soil moisture.

2.1.2. FREQUENCY DOMAIN REFLECTOMETRY (FDR) SOIL MOISTURE SENSORS There are many soil moisture tests available today that utilization the Frequency Domain Reflectometry strategy (FDR) of soil estimation. This technique for estimation additionally utilizes an oscillator to proliferate an electromagnetic flag through a metal tine or other wave manage, yet with this strategy, the distinction between the yield wave and the arrival wave recurrence is estimated to decide soil moisture. Recurrence Domain Reflectometry (FDR) tests are viewed as exact however should be adjusted for the sort of soil they will be covered in. They offer a quicker reaction time contrasted with Time Domain Reflectometer (TDR) tests and can be associated with a standard information lumberjack to gather readings.

2.2. CATEGORY II: COAXIAL IMPEDANCE DIELECTRIC REFLECTOMETRY SOIL MOISTURE SENSORS Soil Misture Probes that utilization the Coaxial Impedance Dielectric Reflectometry technique for soil moisture estimation utilize an oscillator to create an electromagnetic flag that is spread through the unit (ordinarily by metal tines or other wave control) and into the dirt. Some portion of this flag will be reflected back to the unit by the dirt, and the sensor will quantify the adequacy of this reflected flag and the episode motion in volts . The proportion of these crude voltages is utilized in a scientific numerical answer for Maxwell's conditions to initially compute the impedance, at that point both genuine and nonexistent dielectric permittivities which thusly is utilized to precisely gauge soil water content. The Stevens Hydra Probe is the main monetarily accessible sensor to utilize the Coaxial Impedance Dielectric Reflectometry technique alongside complex calculations in soil estimation, bringing about the Hydra Probe's high estimation precision. The dirt estimation calculations are performed by a microcontroller inside the Hydra Probe, making it simple to use as the test can yield results in standard building units.

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2.3. CATEGORY III: SOLID STATE SOIL MOISTURE SENSORS 2.3.1. GYPSUM BLOCKS SOIL MOISTURE SENSOR Gypsum Blocks Soil Moisture tests utilize two terminals set into a little Block of gypsum to quantify soil water strain. Wires associated with the cathodes are associated with either a compact hand-held peruser or an information lumberjack. The measure of water in the dirt is controlled by the electrical obstruction between the two anodes inside the gypsum Block. More water present in the dirt will diminish the opposition, while less water will expand it. While gypsum Blocks can be generally economical and simple to introduce contrasted with different kinds of soil sensors, they must be supplanted occasionally as the gypsum breaks down. Gypsum Blocks are likewise more delicate to having readings throwing off by soil with high saltiness (salt substance).

2.3.2. GRANULAR MATRIX SOIL MOISTURE SENSOR (GMS) The granular Matrix sensor is made of a permeable artistic outside shell with an inner grid structure containing two cathodes as appeared in figure 3. The cathodes inside the GMS are imbedded in the granular fill material over the gypsum wafer. The water conditions in the granular framework change with variety in comparing water conditions in the dirt and these progressions are consistently demonstrated by contrast in electrical opposition between two anodes in the sensor (Berrada et al., 2014). This obstruction between the cathodes is contrarily identified with soil water (Irmak et al., 2006).

2.4. CATEGORY IV: NEUTRON PROBES SOIL MOISTURE SENSOR Neutron tests are another approach to quantify soil moisture content. A test embedded in the ground emanates low-level radiation as neutrons. These crash into the hydrogen molecules contained in water, which is distinguished by the test. The more water content in the dirt, the more neutrons are scattered back at the gadget. Neutron Soil Moisture tests are extremely precise estimation gadgets when utilized appropriately however are costly contrasted with most other estimation techniques and by and large must be enrolled with the government because of radioactive components used to produce the neutrons.

2.5. CATEGORY V: GRAVIMETRIC PROBES SOIL MOISTURE SENSOR Gravimetric soil moisture estimation includes taking an example of the dirt from the site, gauging the example, drying it in a broiler for 24 hours and after that re- gauging it to decide how much water was lost.

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This dirt estimation procedure is reasonable and simple to execute, yet the long hold up time from test to result and the procedure can't be computerized. It is likewise hard to acquire information from moderate soil profundities as burrowing another example each time is vital. When utilizing a dirt moisture sensor, it's vital to recognize what kind of soil you're managing with the end goal to guarantee the most exact outcomes conceivable. The accompanying video will assist you with understanding what sort of soil you have.

2.6. CATEGORY VI: TENSIOMETERS SOIL MOISTURE SENSOR Tensiometers are basic soil moisture pressure estimating gadgets utilized as often as possible in irrigation booking. The figure 2 demonstrates a common tensiometer which comprises of a permeable artistic tip associated with vacuum check through a PVC tube. The cylinder comprises of water which ought to be free from air. The permeable fired container is introduced into the dirt so that dirt water weight is transmitted to the tensiometer which is perused by weight detecting gadgets mounted on the tensiometer. This instrument don't gauge soil moisture content straightforwardly, rather it quantifies soil water pressure (Freeman et al., 2004). For the most part, the reaction time of a tensiometer is 2 to 3 hours (Zazueta et al., 1994). There are tensiometers accessible which can be computerized with the irrigation framework with the assistance of weight measure.

3. DISCUSSION

Based on the preferences and impediments of every one of the sensor framework inspected, it tends to be said that choosing soil dampness sensor isn't a simple errand and requires point by point investigation and thought of different components. Cost of the sensor frameworks assume a critical job in this procedure separated from focal points and inconveniences of a sensor. The VH400 soil dampness sensor is anything but difficult to utilize and cheap contrasted with the other sort of sensors referenced in this article. The rundown of sensor types alongside their favorable circumstances and inconveniences in short is examined in Table 3, anyway one needs to consider every one of the elements like area, temperature, precipitation, climate conditions, sort of soil, kind of yield, accessibility of water system water, and so on important to the specific application and utilize.

Hanson et al.,(2002) inspected that the sensors set in root zone at various focuses helps in deciding ampleness of water system and real profundity of water system. Water system ought to be begun when soil dampness content methodologies the

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 qualities at which water system ought to happen. Table 4 gives the dirt dampness content for various kinds of soil at which water system ought to happen. effectively utilized for inundating onion and potato on overwhelming soils. An investigation by Haman et al., (undated)has demonstrated that utilizing a TDR controlled framework, one can spare 60% of water system water and with a few settings, even 80%. By and large, the capacitance test can diminish water system water almost by half. Maughan et al., (2015) has condensed different soil dampness estimating procedures (both direct investigation and sensors) in view of precision, nature of estimation and expenses of sensors, in which they demonstrated that FDR is the costliest however most exact among the sensors depicted in this audit while tensiometer is minimum costly yet it requires occasional upkeep.

4. CONCLUSION Water is a constrained asset on the planet and agribusiness is an essential market. Consequently, a manageable and monetary methodology is to be received for productive farming practice and water system booking (Levido et al., 2014). The utilization of soil dampness sensors helps cultivators with water system booking by giving data about when to water the yields. Determination of sensor for a specific application or based on kind of soil can turn into a tedious exercise as there are wide dimension of soil dampness sensors accessible in the market. The favorable circumstances and hindrances of sensors must be considered as criteria for choice in light of the fact that the working standard behind each sort of sensor differs with its application and kind of soil. The VH400 soil dampness sensor, for instance is a straightforward and versatile gadget that gives constant soil dampness esteems at quick reaction time when appended to an information lumberjack by means of SMS benefit on GSM benefit, Bluetooth innovation or even through capacity memory cards, such techniques are efficient and not work escalated. The advancement of remote sensor applications in agribusiness makes it conceivable to expand effectiveness, efficiency and benefit of cultivating activities and also the most extreme harvest yield with least utilization of water system water.

REFERENCES 1. Abouatallaha A, Salghia R, Hammoutib B, Fadlc A El., et al., (2011) Soil moisture monitoring and plant stress measurement of young citrus orchard. Der Pharma Chemica, 3 (6): 341-359. 2. Ahmed Z (2012) Design of autonomous low power sensor for soil moisture measurement. A master thesis submitted to Department of Electrical Engineering, Linköping University, Sweden.

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3. Berrada A, Hooten MT, Cardon EG, Broner I (2001) Assessment of irrigation water management and demonstration of irrigation scheduling tools in the full service area of the Dolores project: 1996-2000. Technical Report, TR01-7, Colorado State University: 7-9. 4. Bitella G, Rossi R, Bochichhio R, Perniola M, Amato M (2014) A novel low- cost open- hardware platform for monitoring soil water content and multiple soil-air-vegetation parameters. Sensors, 14:19639-19659. DOI: 10.3390/s141019639 5. Blonquist JM, Jones SB, Robinson DA (2005) A time domain transmission sensor with TDR characteristics. Journal of Hydrology, 314:235-245. 6. Cepuder P, Evett S, Heng LK, Hignett C, Laurent JP, Ruelle P (2008) Field estimation of soil water content. Training course series no.30 of International Atomic Energy Agency. 7. Clarke M, Acomb G, Philpot B (2008) Florida field guide to low impact development. Program for resource efficient communities, University of Florida. 8. Dukes DM, Zotarelli L, Morgan TK (2010)Use of irrigation technologies for vegetable crops in Florida. Workshop, Horttechnology, ASHS Publications, 20(1) http://horttech.ashspublications.org/content/20/1/133.full.pdf 9. Enciso MJ, Porter D, Périès X (2007) Irrigation monitoring with soil water sensors. Cooperative Extension, B-6194, The Texas A&M University System. 10. Evans R, Cassel KD, Sneed ER (1996) Measuring soil water for irrigation scheduling: monitoring methods and devices. Publication no.AG 452-2.North Carolina Cooperative Extension Service.https://www.bae.ncsu.edu/programs/extension/evans/ag452-2.html 11. Francesca V, Osvaldo F, Stefano P, Paolo PR (2010) Soil moisture measurements: Comparison of instrument performances. Journal of Irrigation and Drainage Engineering, 136, (2).DOI: 10.1061/(ASCE)0733- 9437(2010)136:2(81). 12. Freeman AL, Carpenter CM, Rosenberry OD, Rousseau PJ, Unger R, McLean SJ (2004) Use of submersible pressure transducers in water-resources investigations. 40-43 13. Goodwin I (2009) How to use tensiometers?.Department of environment and primary industries, Agriculture Victoria: ISSN 1329-8062 14. Haman ZD, Yeager HT (undated) Controlling Irrigation with Tensiometers and Time Domain Reflectometry (TDR). Final Report of University of Florida 15. Hanson B, Orloff S (2002) Monitoring soil moisture for maximum profit irrigation of alfaalfa. Proceedings, Dec 11-13, 2002, Western Alfalfa and Forage Conference. 16. Heiniger R (2013) Sensors and monitors for measuring soil moisture. Corn Kernels, No.1 North Carolina State University.

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17. Hensley D, Deputy J (1999) Using tensiometers for measuring soil water and scheduling irrigation. Coopertive Extensive Service.Department of horticulture, College of tropical agriculture & human resources, University of Hawaii at Manoa. Landscape L-10. 18. Irmak S, Payero OJ, Eisenhauer ED, Kranz LW, Martin LD, et al., (2006)Watermark Granular Matrix Sensor to Measure Soil Matric Potential for Irrigation Management. Extension EC783, Institute of Agriculture and Natural Resources, University of Nebraska-Lincoln 19. Khriji S, Houssaini ElD, Jmal WM, Viehweger C, Abid M, Kanoun O (2014) Precision irrigation based on wireless sensor network. IET Science, Measurement and Technology. DOI: 10.1049/ietsmt. 2013.0137 20. Krzic M, Naugler T, Dyanatkar S, Crowley C (2010)Virtual Soil Lab Modules. The University of British Columbia, Vancouver, http://labmodules.soilweb.ca/ 21. Anchit Garg, Priyamitra Mumoth, Rohit Goyal (2016) CWPRS Pune, India, Applications of Soil Moisture Sensors in Agriculture: A Review

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ABSURDISM AND EXISTENTIALISM IN SAMUEL BECKETTS - ‘WAITING FOR GODOT’ Gosia Farooq Department Of English Govt. Degree College for Women Sopore Abstract

The paper discusses waiting for godot as the occasion that erases all signs of waiting like temporal and psychological concept. The basic constellation of the Becketts play is the meeting between the two persons named Vladimir and Estragon, waiting for godot shares both Absurdism and Existentialism features. It focusses on self-identification and human condition in the world. In this play waiting for godot, becketts question the purpose of human existence on earth and reflects uncertainities in life through a series of meaninglessness, events and acts played by the characters. In presenting modern literary trend the research paper follows Becketts’s literary approach to modern drama and to shows how the author created the characters stuck in a lifelong suspicious about the self.

Key words: Absurdism, Irrationality, meaninglessness, lack of trust, loss of faith, absence of human touch, purposelessness, self-searching.

INTRODUCTION:

Samuel Beckett (1906-1989), the most renowned writer of the Waiting for godot. He was an Irish avant-garde novelist, playwright, theatre director, and poet, who lived in france for most of his adult life.

Every person is responsible for themselves. In society, people are responsible for their actions; good deeds will accede to rewards while bad deeds will lead to demerits. Humans live in a world where they are told what to do and how to do it, and faced with what is considered right and what is seen as wrong, but at the end of the day, humans have the freewill to do as they please and make their own choices, which leads them to being responsible for those actions. Everyday , humans are faced with these choices and decisions to make only to know deep down inside that they will either have positive or negative reactions to their choices. That is exactly what is meant in Existentialism, to rise above being in mere existence and to make something of life. The Existential movement first began in 19th century as a way to look at life and how one should live their life. Existentialism examines the human condition and existence through humans emotions and actions, thoughts and responsibilities. All these attributes come

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 together to answer what the purpose of life is. "Waiting for godot" is one of the masterpieces of absurdist literature. Elements of Absurdity for making this play are so engaging and lively. Beckett combats the traditional notions of time. It attacks two main ingredients of the traditional views of time. i,e Habit and Memory. we find the two charcaters Estragon and Pozzo in this play. Estragon in the main story and pozzo in the episode, combating the conventional notions of time and memory. for pozzo , particularly one day is just like another, the day we are born indistinguishable from the day we shall die. It is very clear from the very word, “ABSURD” that it means nonsensical, opposed to reason, something silly, foolish, senseless, ridiculous and topsy turvy. So, a drama having a cock and bull story would be called an Absurd play. Actually the Absurd theatre believes that humanity’s plight is purposeless is an existence, which is out of harmony with its surroundings.

The above mentioned discussion allows us to call “Waiting for godot” as an absurd play for not only its plot is loose but its characters are also just machanical puppets with their incoherent colloquy, its theme is unexplained. “Waiting for godot” is an absurd play for it is devoid of characterization and motivation. Though characters are present but are not recognizable for whatever they do and whatever they present is purposeless. So far as its dialogue technique is concerned, it is purely absurd as there is concerned, it is purely absurd as there is no witty repartee and pointed dialogue. After the study of this play we come to know that nothing special happens in the play nor we observe any significant change in setting. Though a change occurs but it is only that now the tree has sprouted out four or five leaves. “Nothing happens , nobody comes.. nobody goes, its awful!”

The beginning, middle and end of the play do not rise upto the level of a good play, so absurd. Though its theme is logical and rational yet it lies in umbrage. Waiting for godot is an absurd play for there is no female character. Characters are there but they are devoid of identity. These two Estragon and Vladimir are old acquaintances, but they are not sure of their identity. Though they breathe, their life is an endless rain of blows. They wait for the ultimate extinction, but in a frustrated way. This thing produces meaninglessness, thus makes the play absurd. Moreover, what makes the play absurd is its ending. We note that the ending of the play is not a conclusion in the usual sense. The wait continues; the human contacts remain unsolved; the problem of existence remains meaningless, futile and purposeless. The conversation between the two tramps remain a jargon, really a humbug and bunkum speech. So all this makes the play an absurd play.

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Conclusion:

Samuel Beckett’s play “Waiting for Godot” is widely considered the quintessential literary expression of existentialism. Vladimir and Estragon are waiting endlessly and conceivably, pointlessly, for an unseen figure named Godot who may or may actually exist. “Existentialism ,” of course ,is a thoroughly amorphous concept pertaining to the nature of man and his relationship to the world he inhabits. One of the central tenets of existentialism is the sense that life is cyclical and what happened before will happen again. As such Waiting for godot presents seemingly endless examples of its two main characters repeating themselves and speaking in circles. Existentialism is a fine and legitimate subject of discussion. Waiting for godot , however , adopts the basic concept and takes it to its logical conclusion, which can be entertaining , but can also be intellectually stultifying and emotionally arduous. Waiting for godot is all about the question of existence.

Reference:

1. Lall , Ramji.(2001) Waiting for godot . New Delhi: Rama brother publication. 2. Sartre, jean Paul. Existentialism and Humanism. Trans. And introd. Philip Mairet. 3. Sohn, Dong – Ho. ‘The concept of time and spacein Becketts Dramas Happy days and Waiting for godot’ . (july 08, 2007) 4. Worth, Katherine. Waitin for godot. London : MacMillan, 1990. 5. Blocker H.G. The Metaphysics of Absurdity. Ohio University, university press of America, Inc. 1979. 6. Beckett, Samuel. Waiting for godot . New York: Grove press, 1954.

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SOLAR HEAT ENERGY STORAGE IN PHASE CHANGE MATERIALS

Harish.T.G Allwin Sebastian.A Info Institute of Engineering Info Institute of Engineering Coimbatore, Tamilnadu, India Coimbatore, Tamilnadu, India

Abstract Developing efficient and inexpensive energy storage devices is as important as developing new sources of energy. Energy storage can reduce the time between energy supply and energy demand, thereby playing a vital role in energy conservation. It improves the energy systems by smoothening the output and thus increasing the reliability.

This paper deals with storage of solar thermal energy in materials undergoing phase changes. PCMs, which include salt hydrates, paraffins, non- paraffins, and eutectics of inorganic, are discussed. Heat storage in phase change materials (PCM) has an advantage of compactness and heat supply at constant temperature.

Introduction

Energy storage is a key issue to be addressed to allow intermittent energy sources, typically renewable sources, to match energy supply with demand. There are numerous storage technologies that are capable of storing energy in various forms including kinetic energy, chemical solutions, magnetic fields, or other novel approaches. PCMs absorb and emit heat while maintaining a nearly constant temperature. Within the human comfort range of 68° to 86°F (20° to 30°C), latent thermal storage materials are very effective. They store 5 to 14 times more heat per unit volume than sensible storage materials such as water, masonry, or rock. Thermal energy can be stored in well-insulated fluids or solids. It can be generally stored as latent heat-by virtue of latent heat of change of phase of medium. In this the temperature of the medium remains more or less constant since it undergoes a phase transformation. Phase change storages with higher energy densities are more attractive for small storage. Compared to different storage techniques for solar space heating and hot water production applications the operating temperature range for PCM is large, depending on the choice of material. The reason so as to why PCM is a suggested alternative to conventional storage mediums are:

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1. Thermal storage capacity per unit mass and unit volume for small temperature differences is high 2. Thermal gradients during charging and discharging is small 3. Simultaneous charging and discharging is possible with appropriate selection of heat exchanger STORAGE IN PHASE CHANGE MATERIALS (PCM) Phase change materials (PCMs) are "latent" thermal storage materials. They use chemical bonds to store and release heat. The thermal energy transfer occurs when a material changes from a solid to a liquid, or from a liquid to a solid. This is called a change in state, or "phase." Initially, these solid-liquid PCMs perform like conventional storage materials; their temperature rises as they absorb solar heat. Unlike conventional (sensible) storage materials, when PCMs reach the temperature at which they change phase (their melting point) they absorb large amounts of heat without getting hotter. When the ambient temperature in the space around the PCM material drops, the PCM solidifies, releasing its stored latent heat. Heat storage in phase change has advantage of compactness, since the latent heat of most materials are large compared to their heat capacity over a temperature of order of 20 degrees. It has added advantage of heat supply at constant temperature .The various phase changes that can occur are melting, evaporation, lattice change etc. The latent heat (enthalpy change) of transformation from one solid phase into another is generally small, but solid-gas and liquid –gas transitions have large heat of transformation, but large changes in volume make the system complex and impractical. The solid liquid transformations Involve relatively small volume changes. These are available in a range of heats of fusion and transition temperatures. Some of the mixed fluoride salts exhibit large heats of fusion at melting points high enough for application in heat engines. The hydrated salts that adsorb heat as they dissolve in their own water of crystallization come in the category of crystalline solid-liquid solution transformation. This process is similar to melting processes and heats of transition are of same order as the heats of fusion but there is no change in volume like in phase change materials. The heat of crystallization is released during the process of crystallization.

There are a large number of organic and inorganic phase change materials (PCM) that meet the required thermodynamic and kinetic criteria for operation in desired temperature of 0-1400 C but many of them cannot be used due to the problems of chemical stability, toxicity, corrosion, volume change, availability at reasonable cost, etc.

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Solid-solid PCMs absorb and release heat in the same manner as solid- liquid PCMs. These materials do not change into a liquid state under normal conditions. They merely soften or harden. Relatively few of the solid-solid PCMs that have been identified are suitable for thermal storage applications. Liquid-gas PCMs are not yet practical for use as thermal storage. Although they have a high heat of transformation, the increase in volume during the phase change from liquid to gas makes their use impractical. The PCM applications described below are with liquid-solid materials. TYPES OF PCMs The PCMs fall in three categories:  Salt hydrates  Paraffins  Non - paraffin organics HEAT STORAGE CAPACITIES Non - paraffin organics 125-200 kJ/dm3 Salt hydrates 250 -400 kJ/dm3 SALT-HYDRATES Salt hydrates are characterized by X (Y) n .m H2O, where X (Y) n is an inorganic compound. These materials are preferred because of their high latent heat storage density. Salt hydrates such as sodium sulphate decahydrate and calcium chloride hexahydrate have suitable phase change temperatures for use as storage in space heating systems. These have the advantage of larger energy density. The storage of heat in salt hydrates is in form of heat of fusion, which is latent heat of reaction. If latent heat of reaction is large latent heat storage has the advantage of making smaller systems. At certain temperature these materials release their water of crystallization and the solid remainder dissolves in it or in part. PARAFFINS Paraffin’s qualify as heat -of- fusion storage materials due to their availability in large temperature range and their reasonably high heat of fusion. Due to cost consideration, only technical grade paraffins may be used as PCMs in latent heat stores. Paraffins like other mineral oil products are complicated mixtures of several organic compounds and contain one major component called alkanes. The desirable characteristics that make them suitable to be used as PCMs are:  Congruent melting  Good nucleating properties NON-PARAFFIN ORGANIC SOLIDS This is the largest category of candidate materials for phase change storage some features of these organic materials are:

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 High heat of fusion  Inflammability  Low thermal conductivity  Varying levels of toxicity  Instability at high temperatures  Low flash points.

INORGANIC COMPOUNDS AND EUTECTICS Apart from many inorganic salt hydrates there are many inorganic compounds, which undergo solid liquid phase transformation with high latent heat of fusion at higher temperature. Also apart from the pure compounds, eutectics of organic or inorganic compounds can be used to obtain the desired melting point. It is possible to get a fixed melting or freezing point eutectic mixture of inorganic salts.

CONCLUSION Solar energy holds the key to future’s non-exhaustive energy source. Effective utilization of these resources requires effective storage. Heat storage using ‘phase change materials’ is a wise alternative. The main applications for PCMs are when space restrictions limit larger thermal storage units in direct gain or sunspace passive solar systems. Phase change materials may be used in solar domestic hot water heating or passive solar space heating systems. Research is being conducted on methods of incorporating PCMs into other lightweight building materials such as plywood, as well as ceiling and floor tiles. Possible commercial applications include use in paving materials to minimize nighttime icing on bridges and overpasses, while also reducing surface damage from freeze-thaw cycling; outdoor wearing apparel for professionals (e.g., firefighters) or athletes exposed to extreme temperatures; and possible solar evaporator type heat pumps with thermal storage.

REFERENCES

1. Processes and Materials of Manufacture by R.A. LINDBERG 2. SEMINAR TOPIC FROM : www.edufive.com/seminartopics.html 3. www.pcmag.com/encyclopedia 4. www.me.sc.edu 5. H.P Garg, S.C Mullick, Solar Thermal Energy Storage, D.Reidal publishing Co. 6. J.Prakash Solar Energy Fundamentals, TATA McGraw Hill 7. Britannica encyclopedia

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BIBLIOMETRIC ANALYSIS OF INDIAN LIBRARY SCIENCE JOURNAL OF LIBRARY HERALD DURING 2010-2015

K.Srinivasa Rao Assistant Professor Dept of Library & Information Science Dr.B.R.Ambedkar University Etcherla, Srikakulam Andhra Pradesh Introduction:

Serials in general and periodicals in particular are essential for research and development (R&D) activities. These are the primary means of communication for the exchange of scientific information.The importance of periodicals lies in its currency in sharing the current research observations, new and innovative ideas. Therefore they are the primary source of Research information. Hence periodicals and journals are very important collection for university library and special libraries. In that way Bibliometrics help the librarians for the judicious selection of periodicals and journals.

The first Issue of Library Herald published by the Delhi Library Association in 1958. It is a peer reviewed quarterly journal with a lead article entitled “ Document, Documentation and Standardization” by Dr.S.R.Ranganathan. The issue had the editorial patronage of M/s S Das Gupta, RS Goyal, K S Pareek, Jainath Kaul, K S Dalal and P N Kaula. Under the able editorship of these personalities the journal strated coming out regularly in January, April, July and October each year. LITERATURE REVIEW:

Tiew, Abdullah and Kaur (2002) conducted a bibliometric study on Malaysian Journal of Library and Information Science during the period of study (1996- 2000) and found that the published range of articles per volume is between 14 and 17, 22.5 is average number of references per articles, Zainab Awang Ngah is the most productive author contributed 12 articles, the maximum articles contributed by single author 36, constituting (47.40%), followed by two authors 29. Constituting (38.20%), 36 of the authors are geographically affiliated to Malaysia, followed by India with 25. Patra, Bhattacharya and Verma (2005) studied the various trends Bibliometric Study of Literature on Bibliometrics and analysed that the core journals, growth pattern and authors distribution in the field of bibliometrics using the source from Library and Information Science

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Abstracts (LISA). And found that the highest literature growth occurs in 1999 where 208 records were indexed. In the core journals, Scientometrics has highest with 1571 articles, which is about (41.54%) of whole publications, followed by Journal of American Society of Information Science and Technology, which published 197 articles, constituting (5.21%).

Kumar and Moorthy (2011) conducted a study on Bibliometric Analysis of DESIDOC Journal of Library and Information Technology, during the period of study (2001-2010), researchers have analysed the trend of growth pattern, content coverage, authorship patterns, subject-wise distribution of publications, and much more. And found that it’s content coverage or adoption of latest publishing technology, the highest publication of the articles by Singles authors which was 107, followed by two authors 100. In 2008 and 2009 the distribution of articles was 50 each which was maximum distribution during the period of study. Bansal (2013) has done a study on a bibliometric analysis of DESIDOC Journal of Library and Information Technology, during the period of investigation (2001-2012) and found that the highest number of articles was published in 2012 which is (65), the highest number of researchers are two authors with 61.40%. India is host country with most of the contributions (88.00%) and (12%) are from foreign contributions, Dr B. M. Gupta has led with 26 articles published in particular journal during the period of investigation. Thavamani (2013) investigates the research contributions of DESIDOC Journal of Library and Information Technology during the period of study (2008-2011) and to identify the growth rate and authorship pattern of productivity of articles of a particular journal.

The analysis of study shows that the year 2008 was the maximum participating year during the period of the study (2008-2011). In terms of Degree of Collaboration (DC) was high in authorship pattern that is 108 overall 194 (0.556) and the Relative Growth Rate (RGR) was also high in terms of literature productivity and many more features were identified. Pandita (2014) analysed the articles published during last decade in the DESIDOC Journal of Library and Information Technology (DJLIT) during the period of investigation (2003- 20012). In the investigation of the particular journal 366 scholarly publication published, Two author pattern contributed the highest number of 147 articles, followed by a single author which was contributed 139 articles. New Delhi has largest contributing state with 199 overall 627 contributors. In geographical distribution, India got the first position with (85.71%) of contributions. Singh and Bebi (2014) conducted a bibliometric study of the journal Library Herald during the period of study (2003-2012) and resolved that in the study of particular journal 234 articles were published, 114 (48.72%) articles were

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 contributed by single authors, followed by two authors 90, constituting (38.50%) articles, the most productive author is Nosrat Riahinia contributed 16 articles, followed by K P Singh 08 articles, during the period of study. Naheem and Shibu (2015) conducted a studied on Authorship Patterns and Collaborative Research in the Journal of Knowledge and Communication Management (JKCM) during the period of study (2011-2014) and found that the highest number of articles 14, constituting (30.43%) were published in 2014, the maximum number of contribution from single authors 22, constituting (47.83%), followed by two authors 19, constituting (41.30%), the average degree of author collaboration in the JKCM is 0.52. Verma, Devi and Brahma (2017) conducted a bibliometric study of the DESIDOC Journal of Library and Information Technology (DJLIT) from the marked period (2005-2016) in which 553 articles were published in particular journal. And analyze various bibliometric pattern such as authorship pattern, most productive author, references distribution pattern, geographical distribution, state-wise contribution of articles, and found that in the authorship pattern maximum articles contributed by two authors with (41.41%), followed by single author with (36.88%) and (15.18%) contributed by three authors. M. Gupta was a most productive author with (17.98%) articles contribution, followed by Chennupati K. Ramaiah (9.35%) and S. M. Dhawan (7.19%). New Delhi (23.44%) emerged at first position with the highest number of contributions, followed by Karnataka (12.75%). nd October each year

Objectives of the Study:

 To study the year – wise distribution of papers  To study the distribution of papers in terms of pages  To study the Author – wise distribution of papers.  To study the institution – wise distribution of papers.  To Study the Credibilitywise Distribution of Authors  To study the Authorship collaboration

SCOPE: The scope of the present study is limited to Bibliometric analysis of Indian Library science journal entitled “Library Herald”. The scope is further limited to 6years from (20.10 –2015)

Methodology: Library Herald is a peer reviewed Indian Library science journal. The data have been collected from Library Herald print version during 2010-2015.which was taken from Andhra Universsity Library.The following items of information is needed for the study such as year wise distribution of papers, Author – wise

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 distribution of papers, Distribution of papers in terms of pages, Institution – wise distribution of papers, Credibility – wise distribution of authors, Authorship collaboration were collected and recorded. The collected data was coded in MS- Excel sheet for analysis and statistical inference. Data Analysis:

4YEAR WISE DISTRIBUTION OF PAPERS AND THEIR LENGTH – LIBRARY HERALD

The purpose of this study to know the number of papers published year wise and the length of articles published in Library Herald in the year. Citations analysed year wise, number of papers and pages wise. This table explains thoroughly these aspects of Library Herald

TABLE – 4.4 YEAR WISE DISTRIBUTION OF PAPERS AND THEIR LENGTH –LIBRARY HERALD

YEAR NO.OF PERCENTAGE NO OF AVERAGE PAPERS (%) PAGES (PAGE/ARTICLE) 2010 33 22.45 332 10.06 2011 22 14.97 259 11.77 2012 19 12.93 218 11.47 2013 28 19.05 389 13.89 2014 22 14.97 318 14.45 2015 23 15.65 287 12.48 TOTAL 147 100.00 1803 12.27

It is found that the highest number of papers (22%) published on the above table during 2010 and the lowest numbers of papers (above 12%) have been published in 2012. Reflecting the number of articles, the variations also noticed in terms of length of the articles during the year 2013. The number of pages of the article was (14%) second in the length of the article, whereas during 2014 it was nearly (14.45%). Average number of pages per article has been around 12 pages.

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TABLE-4.14: Pages wise distribution of papers: Library Herald

YEARS No.Of 2010 2011 2012 2013 2014 2015 Total Percentage Pages 1-5 8 0 3 0 0 1 12 8.16% (66.67) (0.00) (25.00) (0.00) (0.00) (8.33) (100.00) 6-10 11 8 4 8 6 11 48 32.65% (22.92) (16.67) (8.33) (16.67) (12.50) (22.92) (100.00) 11-15 9 12 8 7 8 5 49 33.33% (18.37) (24.49) (16.33) (14.29) (16.33) (10.20) (100.00) 16-20 3 2 3 13 6 3 30 20.40% (10.00) (6.67) (10.00) (43.33) (20.00) (10.00) (100.00) >20 2 0 1 0 2 3 8 5.44% (25.00) (0.00) (12.50) (0.00) (25.00) (37.50) (100.00) Total 33 22 19 28 22 23 147 100 (22.45) (14.97) (12.93) (19.05) (14.97) (15.65) (100.00)

The above table shows pages wise distribution of papers in library Herald during the period under study. The first highest percent (24.49%) of papers were published in between 11-15 pages during 2011 and the lowest percent (10.20%) of papers were published in between 11-15 pages during 2015 and the total pages 49. The second highest percent (22.92%) of papers were published in between 6- 10 pages during 2010 and 2015 respectively and the lowest percent (8.33%) of papers were published in between 6-10 pages during 2012 and the total pages 48. The third highest percent (43.33%) of papers were published in between 16-20 pages during 2013 and the lowest percent (6.67%) of papers were published in between 16-20 pages during 2011 and the total pages 30. The fourth highest percent (66.67%) of papers were published in between 1-5 pages during 2010 and the lowest percent (8.33%) of papers were published in between 1-5 pages during 2015 and the total pages 12. The fifth highest percent (37.50%) of papers were published in morethan 20 pages during 2015 and the lowest percent (12.50%) of papers were published in morethan 20 pages during 2012 and the total pages 8. It is found that 6-10 pages have been occupied first place and the total pages 48.

4.9 :Authorship Pattern: Author wise Distribution of Papers- Library Herald

The authorship pattern was analysed to determine the percentage of single and multiple authorship. Authorship is the important bibliometric measures reflecting contemporary communication patterns. Productivity and collaboration among the researchers. Thus, knowledge of authorship could be helpful in assessing research patterns at individual, organisational and also in disciplinary levels. The following table presents details about these aspects of Library Herald

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TABLE-4.9 :Authorship Pattern: Authorwise Distribution of Papers- LibraryHerald

No Of 2010 2011 2012 2013 2014 2015 Total Pages Percentage Author s One 18 11 12 12 10 8 71 48.29 25.35% 15.49% 16.90% 16.90% 14.08% 11.27% 100.00% Two 12 6 5 7 10 12 52 35.37% 23.08% 11.54% 9.62% 13.46% 19.23% 23.08% 100.00% Three 3 5 1 7 2 3 21 14.28% 14.29% 23.81% 4.76% 33.33% 9.52% 14.29% 100.00% Four 0 0 1 1 0 0 2 1.36% 0.00% 0.00% 50.00% 50.00% 0.00% 0.00% 100.00% >Four 0 0 0 1 0 0 1 0.68% 0.00% 0.00% 0.00% 100.00% 0.00% 0.00% 100.00% Total 33 22 19 28 22 23 147 100 22.45% 14.97% 12.93% 19.05% 14.97% 15.65% 100.00%

The above table shows that the first highest percent (25.35%) of papers were single author during 2010 and the lowest percent (11.27%) of papers were single author during 2015. The second highest percent (23.08%) of papers were two authors during 2010 and 2015, the lowest percent (9.62%) of papers were two authors during 2012. The third highest percent (33.33%) of papers were three authors during 2013 and the lowest percent (4.76%) of papers were three authors during 2012. The fourth highest percent (50%) of papers were four authors during 2012 and 2013 the lowest percent (0.00%) of papers were four authors during 2010,2011,2014 and 2015 respectively. The fifth highest percent (100.00%) percent of papers were more than four authors during 2013 and the lowest percent (0.00%) of papers were more than four authors remaining the rest of the years. It is noticed single author papers have been occupied first place.

TABLE-4.19: Institution wise of Distribution of Papers: Library Herald

Type of 2010 2011 2012 2013 2014 2015 Total Institutio Pages n Academic 50 34 25 48 34 35 226 22.12% 15.04% 11.06% 21.24% 15.04% 15.49% 100.00% Non 1 4 4 8 2 6 25 Academic 4.00% 16.00% 16.00% 32.00% 8.00% 24.00% 100.00% Total 51 38 29 56 36 41 251 20.32% 15.14% 11.55% 22.31% 14.34% 16.33% 100.00%

The above table provides details about the institution wise distribution of papers in library Herald during the period under study the highest percent (22.12%) of

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 papers belong from the academic community during 2010 and followed by (32%) of papers belong from the non-academic community during 2013. The lowest percent (11.06%) of papers belong from the academic community during 2012 and followed by (4 %) of papers belong from the non-academic community during 2010. It is found that the academic papers have been occupied first place by226 authors.

4.24: Credibilitywise Distribution of Authors:Library Herald

The researcher has classified the authors of the papers into two categories the first category is LIS faculty and the second category is LIS professionals. Research can be carried out by different persons. The author’s profession is examined in Library Herald

TABLE-4.24: Credibilitywise Distribution Of Authors:Library Herald

Credibility of 2010 2011 2012 2013 2014 2015 Total Percentage Authors Pages

LIS Faculty 25 16 11 18 17 18 105 41.83%

23.81% 15.24% 10.48% 17.14% 16.19% 17.14% 100.00%

LIS 26 22 18 38 19 23 146 58.16% Professionals 17.81% 15.07% 12.33% 26.03% 13.01% 15.75% 100.00%

Total 51 38 29 56 36 41 251 100

20.32% 15.14% 11.55% 22.31% 14.34% 16.33% 100.00%

The above table reveals that the highest percent(23.81%) of papers were contributed by LIS faculty during 2010 and followed by(26.03%) of papers were contributed by LIS professionals during 2013. The lowest percent(10.48%) of papers were contributed by LIS faculty during 2012 and followed by (12.33%) of papers contributed by LIS professionals during 2012. It is observed that the LIS professionals have been occupied first place by 146 authors.

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4.44: AUTHORSHIP COLLABORATION-LIBRARY HERALD

TABLE-4.44: AUTHORSHIP COLLABORATION-LIBRARY HERALD

Authorshi 2010 2011 2012 2013 2014 2015 Total Perc p Pages enta ge India 28 18 15 20 17 22 120 23.33 15.00 12.50 16.67 14.17 18.33% 100.00 % % % % % % Foreign 5 4 4 8 5 1 27 18.52 14.81 14.81 29.63 18.52 3.70% 100.00 % % % % % % Collaborat 0 0 0 0 0 0 0 ion 0 0 0 0 0 0 0 Total 33 22 19 28 22 23 147 22.45 14.97 12.93 19.05 14.97 15.65% 100.00 % % % % % %

The above table shows that the first highest number of authorship (23.33%) given by India during 2010 and the lowest number of authorship (12.50%) given by India during 2012. The second highest number of authorship (29.63%) given by foreign during 2013 and the lowest number of authorship (3.70%) given by foreign during 2015. There is no collaborative authorship is noticed in the library herald journal during 2010 to 2015. It is noticed India occupied first place (120).

Conclusion: Whereas during 2014 it was nearly (14.45%). Average number of pages per article has been around 12 pages.The study reveals that the categories of articles distribution is remarkable in this research. Average no. of pages per article has been around 6-10 pages in this journal. . It is noticed single author papers have been occupied first place. It is found that the academic papers have been occupied first place by226 authors. It is observed that the LIS professionals have been occupied first place by 146 authors. There is no collaborative authorship is noticed in the library herald journal during 2010 to 2015. It is noticed India occupied first place (120)..This libray and information Science journal of Library Herald is notably a scholarly journal stipulates or induces fruitful research in library and information profession.

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A STUDY ON CUSTOMER AWARENESS AND SATISFACTION TOWARDS COCO COLA BRAND IN GUNTUR CITY

Kurri Chandra Reddy Assistant Professor in Department of MBA KKR&KSR Institute of Technology and Science Guntur, AP Abstract

The aim of this paper is to highlight the existing brand role in the minds of customers. now days Soft Drinks drinking habit common to all, actually the period of cold drinks begins in 1952, but the industrialization in India marked its beginning with initiation of Limca and Gold spot by Parley group of companies. From thelaunch of cold drinks was highly profitable.Manyglobal companies launched their brands in India like Pepsi and Coke. One of the indexes to measure the success of any brand or product is the dramatic of satisfaction it produces. Any advertisement intends to communicate some message to create awareness about the brand or product and to create a desire to purchase it. The study identifies the awareness level and consumer satisfaction towards Coca cola Brand Products. It is carried out in the couple of months and aimed to know the customer’s view about the brand and its features.

Key words: industrialization, cold drinks, brand, awareness satisfaction.

Introduction

Customer Awareness is the understanding by an individual of their rights (safety, choice, information, and the right to be heard) as a consumer concerning available products and services being marketed and sold. The sources of customer awareness, Advertising - Sending messages through the media to inform or influence the people who receive them, Distribution - The process of making goods available for consumers and Consumer support -Providing a range of services both before and after sales have taken place to ensure that customers are happy with the products they have purchased. Finally develop long-term relationship with customersfor making loyal customers.itplays key role on buy goods.

Customer satisfaction a business term is measure of how products and services supplied by a company meet or surpass customer expectation. It is a kindof routine indicator within business and is part of the view of anintention of good

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 results. Every human being is a consumer of different situations. If there is no customer, there is no business. Therefore, customer satisfaction is very important to every business person. The buyers form a judgment of value and acts on it whether the buyer is satisfied after purchase depends upon the performance in relation to the buyer expectations.

“Satisfaction is the level of customer’s felt state ensuing from comparing a products real performance in relation to the customer’s expectations”.

The Fulfillment of satisfaction level is a purpose of the difference between comparing products, real and expecting. An experience of fowling

• If the Product performance falls short of expectations, the customer is dissatisfied. • If the Product performance matches the expectations, the customer is satisfied. • If the Product performance exceeds the expectations, the customer is highly satisfied, pleased or delighted. Evolution of Customer Satisfaction:

Marketers had long noted that consumers did not always act or react as marketing theory suggested they would. The size of the consumer market in India is huge and all the time expanding. A plenty of money was being spent on goods and services by millions of people. Consumer preferences were changing and becoming highly diversified. Even in industrial markets, where needs for goods and services were always more homogenous than in consumer markets, buyers were exhibiting diversified preferences and less predictable purchase behavior. To improved meet the needs of particular groups of consumers, most marketers adopted a strategy of market segmentation, which called for the splitting up of their total possible markets into smaller, identical segments for which they could design particular products and/or promotional campaigns. They also used promotional strategies to the image of their products so that they would be real as better fulfilling the particular needs of definite segments- a process not known as positioning. Other reasons for the developing interest in Customer satisfaction included the rate of new product development, growth of the consumer movement, public policy concerns, environmental concerns, and the growth of both nonprofit marketing and international marketing

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NEED OF THE STUDY

Now a day’s customer is playing a vital role in the success of any organization. So, it is necessary for any organization to identify how customers getting the awareness and perceive about their products. OBJECTIVES OF THE STUDY

 To study customer attitude on of coco-cola products  To identify the factors that influences the consumer to prefer of coco- cola products.  To measure the overall satisfaction level of customer towards the Brand. METHODOLOGY

The study is conducted to find out the customers awareness and satisfaction on Coco-Cola products in Guntur city. The data was collected through primary data (a survey in Guntur). Questionnaire was prepared and administrated by talking a sample of 70 customers' different categories of customers' like students, households and employees. The survey conducted on random basis. The secondary data was collected from various books, journals, magazines, and company ‘websites.

REVIEW OF LITERATURE

 According to Russell (1988) his studies that there is a strong relationship between self-concept and consumer brand choice decision. he revealed that advertising and representatives’ visits increase the sale of popular drink- brands and also store image directly generates customer’s expectations that may subsequently influence a consumer’s assessment of retailer’s action and behaviour in future.  Murugesan, 1990, Daarowska, Borcz & Nawrocki, 2003, Suchánek, Richter and Králová, 2014)Satisfaction with quality leads to more purchasing of soft drink they found that consumer’s satisfaction with dealers directly impacts consumer’s satisfaction regarding product.  Tickle et al., 2003 Quality of products, commodities and services brings about consumer satisfaction ,Dealers’ involvement is must for consumer satisfaction theysuggests that generally, brand changes occur only due to its non-availability

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 Wells, 2005: he saysthat Taste of soft drink is not major indictor of its purchasing but branding in the marketplace, health concerns, and convenience.  Estelami and Bergstein, 2006: They said that high price instability for good imaged goods brings about more consumer satisfaction and also consider Factors like the quality of the physical product itself, convenient availability, the brand name and company reputation are important for choosing a soft drink  Philip, Graham, Massey, 2008: they found The two dimensions physical quality and staff behavior have a positive impact on both desires congruence and consumer satisfaction.  Arivazhagan, 2011:Creating awareness and satisfying consumers lead a brand successfully in market theydemonstrate that a corporate brand is an important predicator of consumer satisfaction.  Anisimova, 2013: Consumer’s values like functional, emotional and symbolic are critical and consistent predictors of consumer satisfaction.  Pavithra, and Subramani, 2015: they study Brand name creates a fabulous brand positioning in minds of consumers like Coca-Cola andaffordable price positively impacts consumer purchase and satisfaction  According to Dhuna(1984):they define awareness of brand and the respondents’ interest in the product’s advertisements, were found to play the most important role in the purchase – decision DATA ANALYSIS & INTERPRETATION  Gender base PARTICULARS NO. OF % OF RESPONDENTS RESPONSES Male 47 67 Female 23 33 Total 70 100

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From the above table most respondents are male opinions 67% and female opinions are 33% .

 Awareness about Coca-Cola Brand PARTICULARS NO. OF % OF RESPONDENTS RESPONSES Paper ads 10 15 T.V ads 15 21 Hoardings 5 7 Friends and 35 50 relatives Others 5 7 Total 70 100

From the table it is inferred that majority of 50%respondents are Awareness of Coca-Cola Brand from Friends and relatives and 21% respondentsareAwareness of Coca-Cola Brand from tv ads, 15% respondents are Awareness of Coca-Cola Brand from Paper ads. 7% respondents are Awareness of Coca-Cola Brand from hoardings and others.  The factors influence to purchase Coca-Cola Brand PARTICULARS NO.OF % OF RESPONDENTS RESPONSES Retailers 10 15 Family members 15 21 Friends and 25 35 relatives Self-influence 20 29 Total 70 100

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From the table it is inferred that majority ofrespondents35% are Awareness of Coca-Cola Brand from Friends and relatives and 29% respondents to purchase Coca-Cola Brand from self-influence, 21%of respondents are says that family members influence to purchase Coca-Cola Brand 15%influenceare purchasing from retailer.  Which drink comes to your mind when you think of soft drinks (priority) PARTICULARS NO. OF % OF RESPONDENTS RESPONSES Coco-Cola 19 27 Pepsi 10 15 Others products 25 35 of Coco-Cola Other products 6 8 of Pepsi total 70 100

% OF RESPONSES

Coco-Cola

8 27 Pepsi

35 15

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From the table it is inferred that majority respondents 35% are said first comes to their mind when they think of soft drinks, Others products of Coco-Cola and 27% respondents are said first comes to their mind only Coco-Cola, 15 %of respondents are first comes to their mind Pepsi, 8% respondents are said Other products of Pepsi.

How much do you spend on Coco-Cola products per week (in Rs)

PARTICULARS NO. OF % OF RESPONDENTS RESPONSES Super markets 10 15 Wholesale market 15 21 Retails shops 25 35 Restaurants 20 29 total 70 100

From the table it is inferred that majority of 44%respondents are said they spend 100-150Rs on Coco-Cola products per week and 34% respondents are said they spend 50-100Rs on Coco-Cola products per week 15%of respondents are said they spend 150-200Rs on Coco-Cola products per week 7% respondents are said they spend above 200Rs on Coco-Cola products per week.

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What is your most preferred channel for purchasing Coco-Cola Products?

PARTICULARS NO. OF % OF RESPONDENTS RESPONSES 50-100 24 34

100-150 31 44 150-200 10 15

Above 200 5 7 70 100

From the table it is inferred that majority of 35%respondents are said they preferred channel is Retails shops ,29%respondents are said they preferred Restaurants channel and 21% respondents are said they preferred Wholesale market channel, and 15% respondents are said they preferred Super markets channel for purchasing products.

What occasions do you prefer to buy Coco-Cola product?

PARTICULARS NO. OF % OF RESPONDENT RESPONSE S S Festivals 15 21 Journey of Tour 10 15

Parties 30 43

Watching 15 21

Cinema

total 70 100

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From the table it is inferred that majority of 43% respondents are prefer to buy Coca-Cola products on the occasion of Parties 21% respondents are prefer to buy Coca-Cola products on the occasion of Festivals and watching cinema.15% respondents are preferred to buy Coca-Cola products on the occasion of Journey of Tour.

Which quantity do you mostly prefer to buy?

PARTICULARS NO. OF % OF RESPONDENT RESPONSES S 200-250ml 18 25 500 ml 10 15 pet bottle 7 10 1 liter 35 50 total 70 100

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From the table it is inferred that majority of 50% respondents are said they prefer to buy1 litter bottle 25% respondents are said they prefer to buy200-250 ml bottle 15% respondents are said they prefer to buy 500ml bottle 10% respondents are said they prefer to buy pet bottle.

Brand Satisfaction levels of customers

PARTICULARS NO. OF % OF RESPONDENT RESPONSES S Coca-Cola 35 50 products Pepsi Products 24 34 Other products 11 16 total 70 100

Other % OF RESPONSES products 16% Coca- Cola products Pepsi 50% Products 34%

From the table it is inferred that majority of 50% respondents satisfied to Coca- Cola brand products , 34% respondents satisfied to Pepsi brand products16% respondents satisfied to other brand products

Findings:  50% people get awareness Coca Cola Brand from the friends and relatives  35% people are influence to purchase by the friends and relatives  35% people are gettingmore priority of other products of Coca cola  44% People are spending on Coco-Cola products per week Between 100-150  35% people are most preferred Retails shops channel for purchasing products  43% people arepreferring to buy Coco-Cola product in occasions of Parties

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 50% people arepreferring to buy 1 Litter quantity of coca cola products  50% people are satisfied coco cola brand products.

CONCLUSION

The soft drink industry is one of the major revenues producing industry. Many dominant players are heading towards soft drink industry for its wider scope. The players introduce new varieties of soft drinks to the market to compete with their contemporaries. To distinguish one from the other players, the companies are launching many drinks that are not in the purview of many of the consumers and competitors. Hence, it becomes necessary for the organizations to create awareness and image about the brand. The consumer satisfaction towards the brand,itwill help in boosting the sales.it creating awareness towards the brand is achieved only when the reach of the ad campaign is more effectively and also brand will create a desire to purchase it and if the consumer is satisfied with the brand, he would recommend it to others and/or he will repeat repurchase, thereby the sales can be boosted up. References: 1. R. Arivazhagan A Study On Consumer Awareness And Satisfaction Towards Orange Flavored Soft Drinks In Tier-I Cities Of Tamilnadu-Indian Journal of Commerce & Management Studies ISSN : 2240-0310 EISSN: 2229-5674 2. Indian Agro industry, Guide to Indian agricultural sector, Agro home Agricultural commodities Beverage Soft drinks, Retrievedfrom 3. Thomson, K., "The Benefits Of Measuring Customer Satisfaction." CMA Magazine, 69(7): 1995, 32-37. 4. Ahmad Jamal, Kamal Naser, (2003), Factors influencing customer satisfaction in the retail banking sector in Pakistan, International Journal of Commerce and Management, Vol. 13 Iss: 2, pp.29 – 53, DOI: 10.1108/eb047465. 5. Silpa Somavarapu* A Consumer Survey on Preferences of Soft Drinks in Different Stages of Adolescence Research and Reviews in the Journal of Dairy Science and Technology ISSN: 2319-3409ISSN: 2349-3704 (Print) Volume 6, Issue 6. Gopi K, Arasu R. Consumer preferences towards soft drink products in Dharmapuri– factor analysis evidence. Namex International Journal of Management Research. 2012; 2(1): 38–47p. 7. Kotler, P. (1988).Marketing Management: Analysis Planning and Control. New Jersey: Prentice Hall, Eaglewood Cliff. 8. Kan (1995), Dissatisfied customer and satisfied customer

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THE REFLECTION OF POST GLOBALIZATION TERMS ON GROWTH CENTRES DEVELOPMENT

Muhammad Abdul Rahman Seddeek Dr.T.V.Krishna Research Scholar Professor Department of Geography Department of Geography Andhra University, Visakhapatnam Andhra University, Visakhapatnam

Abstract

The development of growth centres such as many terms needs to be changed to adapt to the process of globalization and post globalization. The main goal for the GCs development is to be sustainable and this is required to consider the dimensions of sustainability and execute the development process of four development stages which starting with the fundamental factors and ending with providing of innovations. Create of the competitiveness between the GCs, which in the same level as the global GCs distinguished than the national and regional one. However, the GCs level they need to be resilience especially in the economic shocks, this depends on some factors such as the government capacity and the infrastructure and natural resources development capacity. In addition, one of the main factor to achieve the economic reliance is the economic power, which needs Productive economic structure and increases the ability to attract foreign direct investment and on long run provide long-term planning. To have economic power the process of GCs development should seek to establish creative GCs; this needs a creative economic sector with distinctive advantages, which in turn will lead to competitiveness and economic power, and ending with sustainability.

Key Words:Growth centres (GCs) – Competitiveness - Global Economy - Resilience Economy - Economic power – Sustainability – Sustainable Regional Development (SRD)

INTRODUCTION

After emerging the process of globalization started from 1990 new development directions are needed to accommodate the rapid economic growth and fast economic changes. Growth centers despite implementation decline by the end of the eighties but still a valid policy to develop the backward regions but to get high economic performance the GCs should adopt with the new globalization process. Whether the growth centres emerging in developed or developing countries to keep on the development indicators as targeted state should develop them in an atmosphere of sustainability, competitiveness, creativity, high level of productivity and maintain them always to have the proper economic power.

1. Growth centres in the concepts of sustainability The sustainable development of countries, regions, and cities does not depend exclusively on the level of savings and investment in each economy, but mainly on the functioning of

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 the forces that condition capital accumulation and economic development (Antonio, 2007). AbdulRahman, 2012 mentioned that the sustainable regional development is aimed for improving the sustainability of the economic, social, urban and environmental sectors within a specific region and within the framework of a national plan for sustainable development that sets out its general indicators, the size of its investment and the most important required developmental sectors. Growth centres can help in achieving this, as it is the container for the economic development and easily can follow the accumulation of the capital and its reflection on the human development enhancement. 1.1 Reflecting the concept of sustainable development on the planning of growth centers (AbdulRahman, 2012): - Increase the capacity to good use of regional resources and improving human capital. - Developing the centres with their resources and possibilities to achieve maximum efficiency. - Provide environmental protection, which is a common resource among all communities and regions. - Encourage people to work together to maintain natural resources, create jobs and raise the quality of life. - Empower rural and urban communities within the centre periphery to make sustainable development by providing the necessary tools. - Continuous use of renewable sources of surface resources, living organisms and terrestrial resources for the conservation of biological diversity. - Reduce environmental degradation and pollution levels in urban areas. - Reducing the effects of natural disasters. - Significant improvements in the lives of slum dwellers. - Providing housing and infrastructure in urban areas, especially for marginalized social groups. - Improving the quality of health services and achieving full access of citizens to health services and improving the quality and accessibility of education. - Rationalize and improve the selection of development sites. - Support sustainable transport and sustainable development and urban planning. - Sustainable management of solid waste.

1.2 Considerate dimensions when planning growth centers to achieve sustainability (AbdulRahman, 2012): Integration: The GCs are concerned with the integration and interaction between development sites and their inputs in the social, urban, economic, and environmental sectors in one hand, in the other hand between the centre and its periphery. Homogeneity: focusing on the formation of successful relationships between the population and nature, with the economic and business areas.

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Participation; The process of consultation and participation of the community, public and private sector and non-profit civil society organizations to identify the activities and requirements required by growth centre. Flexibility with the fast changes: As a result of globalization and the speed of information circulation and the freedom of capital and technology, the GCs has become economically open, which led to increased input and output in the development process. The shift in the development level: The growth centres can move from a development level to another, depending on its acquisition of regional and global competitiveness. The adoption of innovation: the introduction and diffusion of innovations and knowledge leads to improvement in the stock of technological knowledge of the productive system, which creates external economies, for the benefit of all sorts of firms in the system (Antonio, 2007).

1.3 Sustainable growth centres' characteristics 1.3.1 Urban characteristics - The spread of urban densities in a balanced manner at the level of GC to achieve the principles of population redistribution advocated by SRD. - A clear inclusion in the network of urban and rural-urban communities within the hinterland and avoid the overlapping with other domains growth centre in respect of the concept of sustainable management and good internal governance. - An active role for socially marginalized groups. - Respect the separation areas and protection between the urban areas, which fall under the names of several green areas, green belts or may be in forests and large parks. - It is characterized by high rates of access to services, which respects the thought of the absorptive capacity of each service to play its role in an integrated and that there is a continuous vision of the expansion and development, which are consistent with the opportunities for economic and urban growth and population allowed in GCs. - Availability of absorption future urban areas to maintain the urban carrying capacity of the existing urban architecture, and keep it under the allowed levels. 1.3.2 Economic characteristics - Low inflation rates and rise in the GDP index compared to the region or the state. - A high rate of employment generation against the increase of non-polluting economic projects. - There are no economic restrictions on the movement of goods from and to the growth centre (free trade) as long as these goods are subject to environmental control and pass the standards of health. - Depends on the local resources in manufacturing and production within the centre's periphery and the development of internal investment and increase the support of domestic resources in the industry as long as these resources are not polluted and harmless to the vital system. - Depends on the production of local food as long as the needs of the population and as long as the environmental surveys regarding the volume of organic and fertilizers.

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1.3.3 Social characteristics: - Decrease the poverty rate of the population of the GCs' area compared to the national and regional level and work to develop these rates constantly to eradicate the poverty. - Protect heritage areas and communities with historical value of local communities in the GCs' area and support them in various economic, urban and cultural fields. - Increase the expected age of both sexes and reach the global average. - High rates of health care and the availability of basic health services for all communities in the growth centre's area as a whole.

1.4 Stages of developing the growth centers for sustainability 1.4.1 Development phase driven by fundamental factors: This is considered as the fundamental stage, and whenever investment are high, it will lead to the establishment of a robust physical infrastructure with a range of institutions that will support a healthy start of growth centre at the regional or national level according to the target development plan. The diversity of institutions between government and private institutions with other NGOs gives a strong start to the growth center where institutional diversity will be reflected in the diversity of the economic sector and the diversity of economic visions aimed at achieving future economic growth. Human capital is one of the most important factors that must be prepared for the labor market in line with the requirements of the local and regional economy. None of the above will work without a distinct level of security as capital always escapes from troubled areas. Security will protect the entire social and economic system and will lead to stability at the macro level, whether in the growth center or its region. 1.4.2 Development Stage driven by efficiency: The second phase is extremely important; the efficiency of the markets created as a result of the initial phase must be maintained and supported. Market efficiency means activating markets, creating new marketing policies and introducing continuous incentive policies for the product and the consumer. Indeed, the process of continuing to development requires continued capital efficiency. This occurs at the level of the growth center by stimulating investment opportunities and creating tax-incentive policies. Continuing studies of the capital cycle and how to re-employ them optimally will lead to the efficiency of the economic sector that supports the growth of the center in the end. 1.4.3 Development driven by innovations: With the passage of time and the relative equilibrium in the size and saturation of markets, there should be an assessment of all the previous stages and compared to the desired situation. Often, growth centers tend to the recession and if not dealt with will lead to decaying at the macro level. Dealing with the decaying is through technological development and allowed for more creativity at the level of different economic sectors. Markets need to be more open to accommodate with diverse technological changes. The industries and the leading economic sectors should also be more ready to initiate technical and technical developments to ensure continuity in the production of competitive products.

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From the last stage, which seek to help the GCs to continue developing, we can say that the competitiveness of the RGCs is one of the requirements of sustainable development. Competitiveness is the ability to achieve long-term prosperity while maintaining the productivity and quality of life of society and is reflected in the urbanization.

2. Growth centres in the concepts of competitiveness The principles of competitiveness indicates logically that any center, need to maintain a competitive advantage; however, the centre is small or significant in size, it should use the advantages to create competitive development process (Wakeley, 1962). The concept of competitiveness should introduce in the growth centres in a comprehensive sense. Competitiveness is an integrated system with main goal to raise the standard of living of the individual through policies and trends that take into consideration economic, social, environmental and other aspects. For the development of all the different sectors, in light of the maintenance and upgrading of environmental components (AlBashir, 2014). The vast difference between the GCs in the traditional and competitive development is the factors of production depend on the static factors like (Local resources, local labor. etc.), while in the competitive sense is due mainly to dynamism production factors.

2.1 Growth center requirements to be dynamic and competitive 2.1.1 Competitive advantage location - The regional growth center selection site should have competitive advantage factors to ensure the competitiveness of growth factors in the regional context, as follows: - The regional cities are experiencing dynamics growth are quite distinct from both the primary metropolitan centres and smaller rural localities, with significant implications for policy planning also amongst the state’s regional cities with some performing far better than others (Plummer et al., 2014). - GCs connecting to the roads networks and transport means and communication. - Population and population density matching the economic threshold to emerge proper markets. - The availability of natural resources and the future development potential of the GCs and its periphery. - Whether large and medium-sized GCs should consider the carrying capacity and taking advantage of the economic and economic savings available to them. - Utilizing the economic resources available in the provincial capitals and the administrative centers and directing them to the development of the GCs' areas. - The formation of a balanced urban system consisting of multi-level growth centers (national, regional and local) to integrate their functions and economic activities following the past and present development realities and the expected future role. - Integration between the urbanization system and the natural environment and taking into consideration the protection of the environment and reduce pollution and benefit from natural resources within the framework of sustainable development.

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2.1.2 A unique and innovative operating environment to develop and attract factors of production and investments. This there is no doubt that factors of production are the necessary inputs needed to support industry's ability to compete. These factors take the traditional form (natural resources including arable land, labor, and capital) as well as infrastructure. It is imperative to have a local demand and work on developing it, which of course will help in sustaining the economic demand for the regional growth center. It should be noted, there is a follow-up to the pressure generated by the increase in domestic demand, which may lead to the acceleration of growth in the RGCs and here clearly shows the role of governance in the careful planning of GCs and taking into account future growth paths to deal with the expected demand for economic activities. 2.1.3 Collecting and gathering investment activities. The related industries (complementary) and supporting industries plays crucial key to gathering the investments in the growth centre and its periphery which is active in receiving the complementary industries through good connectivity to the roads and communication network. Feeding and complementary industries are the reason for the success of many industries and activities. They are able in competitiveness because they are intertwined with each other in technologies, inputs and distribution channels, which contributes to the degree of development and the creation of better production and management skills. 2.1.4 Establishment of the industrial clusters Firms or enterprises cannot in any way achieve competitive advantage through their presence in individual industries, but they can achieve this advantage by connecting with other local facilities that are efficient in other feeder and related industries. This means that the presence of industries as part of clusters is an important and fundamental factor and is even one of the most important factors in achieving competitive advantage. Porter, 1998 believes that competition is affected by the presence of these clusters by increasing the productivity of the cluster organizations and increasing their capacity to innovate new cluster. 2.1.5 Constant government role to develop competitiveness of activities. The government has an important role to keep on the competitiveness of activities within the growth centre. At the level of factors of production, the government can improve and develop these factors through its efforts to increase Productivity by increasing investments in education and training programs and linking them to the industrial reality and follow policies that lead to increased saving and investment promotion, the efficiency of investment allocation between different uses. Also, support and encourage development and innovation, availability of data and statistics and increase investment in infrastructure. Government policies can also affect the enterprise strategy and structure, and has the responsibility to establish specialized training centers, establish research programs in universities for cooperation between institutions and universities, and others.

3. Growth centres in the global economy In the open global economy, there is a significant role of international trade in the economic growth. This form of growth also happens because of the next factors:

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- Many knowledge spillovers occur within very concentrated economic regions— clusters and districts within cities. - Institutional effects operate partly at the national level but also at the level of provinces, cities, or special economic zones. - A city or country that offers high returns to firms or workers will attract inflows of these factors more than the others will. Depending on that, the speed and level of growth are not same at all centres in each country, there are multi-levels of growth centres: . Global growth centres, National growth centres, Regional growth centres, and Local growth centres. 3.1 The global growth centres, Dobrescu & Dobre, 2014 define the global GCs due to the quantitative contribution of the economy leading to global growth, supported by the power of internal links. Zhang, 2013, mentioned that Sassen, 1991distinguishes ‘global cities’ from ‘world cities’ and insists that global cities are a new type of economic co-ordinating unit, specific to the era of globalization, these cities do not merely compete with each other, but function as one trans territorial marketplace. These cities function similarly as international financial centres, with an intensive concentration of a wide variety of foreign commercial businesses and transactions enjoying both agglomeration and scale economies in financial transactions. The global GCs having advantages based on innovation and more complex skills and technology that are locally synthesized. Growth centers requirements to enter the global economy: - GCs should have exposure to national and foreign trade. - GCs should have natural resources for exports or natural advantages, such as proximity to rivers, coasts, and transportation networks. - Should have economic investment policy in response to the globalization challenges. - High levels of investments in infrastructures (such as international airports, ports, roads, underground, high-speed railways). - Incorporate in their plan different attractive advantages to inward investment and global capital. - Should have strategy to reduce production costs of up to a deregulation of the labor. - The structure of industries should group itself into multi-clusters. - The economic structure should have value chain. The value chain is defined as a sequence of activities to create a valuable product on the market and thereby create value (Dobrescu & Dobre, 2014). - Involves strategies of quality and innovation to create new products. - Should have competitiveness clusters that must meet the "next status": "Representing a combination of a given geographical area, businesses, training centers and public or private research units, engaged in a partnership approach for to create synergies around common projects of an innovative nature" (Dobrescu & Dobre, 2014).

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3.2 National growth centres National GCs shows the desire and ability of the state and its companies to invest continuously, investing in modern production facilities, and technical development in these centers not only to apply foreign technologies but also to improve them. Developing the conditions of productive factors, investment and the strategy of the state and the economic structure and the nature of competition in the domestic market. Domestic demand is complex, and the related industries are not well developed. The economy is successful in industries characterized by high domestic demand. These centers are developing when the supply side is attracting demand. The national GCs' economic sectors should enjoy reasonable levels of technology. The availability and use of information and communication technologies are a prerequisite for economic and social development at that level. It is essential for the national GCs of being connected to the regional and global networks to speed up development. 3.4 Regional growth centres The RGCs operate at the level of the broader region, where the state is divided into a group of regions representing each region as a regional growth center. RGCs are characterized by support activities, namely inputs, technological development, human resources, infrastructure. The RGCs are connected to a network of roads and transport at the level of the region to reach the local centers to ensure regional integration and exchange. If these networks managed efficiently and successfully, the GCs would be more competitive at the scale of the region. RGCs need an administrative structure capable of dealing with different economic networks and develop the future institutional dimensions. RGCs are classified as centers with high population density and labor, according to (Brautigam & Manager, 2013); there is expected constant growth, which needs a plan to deal with the fast changes and high level of carrying capacities for the infrastructures. 3.5 Local growth centres "city-region" level This level of GCs includes the primary activities of the necessity to establish local economic activity serves the regions and supports the exchange between the GCs and the periphery. These activities consist of internal transport, external transport, manufacturing, marketing, after-sale services. The economic structure is based on basic factors such as unskilled labor, land, geographical location, capital, and at this stage, the importance of other determinants of competitive advantage is diminished. In addition being centers of economic growth, whether industrial or agricultural, these centers represent the regional base of services at the level of the city-region, where a series of trips to regional services are generated between the GCs and the settlements in the periphery. Many jobs are at the center of daily employment while living in rural or semi-urban communities in the periphery. All the previous levels of growth centres under the fast and various challenges and changes in the globalization should perform their function under the concept of resilience economy.

4. Growth centres and the resilience economy The notion of resilience is broadly defines as “a return to an original state”. The notion of resilience is rapidly becoming part of the conceptual and analytical of regional economic

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 studies, the resilience is a dynamic feature insured continuous regional development or fast enough recovery after the economic shock (Palekiene, et al. 2015). The resilience defined as the ability of the system to anticipate, resist, absorb, respond to, adapt to, and recover from a disturbance. Resilience is determined how the region or system responds to shock or disturbance and under these circumstances able to ensure its continuous development. Palekiene, et al. 2015 mentioned that Davies et al. (2010) remarked that growth centre or region’s inherent factors regional resilience depends on hidden in economic strengths and weaknesses. Such factors as physical and human capital, competitiveness, innovation system, entrepreneurial culture, endowments in natural resources and physical capital, etc., play a significant role shaping regional resilience. Palekiene, et al. 2015 built regional resilience factors model, which is easy to adjust them to work on the level of growth centres. These factors as following: 4.1 Growth centres' resilience factors Government capacity: Political and economic stability; Regional financial stability; Local government efficiency and agility; Public and private sector transparent cooperation; An open and transparent institutional business environment; Bureaucratic procedures unencumbered business administration; The spirit of entrepreneurship. Strategic insights capacity: Continuous economic growth; development vision for achieving consistency; the economic integrity and openness; investment attractiveness; purchasing power and the level of material well-being. Knowledge and innovation capacity: Business and government investment in research and innovation; Business and Science active co-operation; Innovation support services system functionality and availability; Intellectual property protection level of development; A positive attitude towards research and innovation. Learning capacity: Developed and accessible science and education, lifelong learning and continuous improvement systems; Labor market flexibility and competence; Orientation on professionalism and quality. Networking and cooperation capacity: Cooperation and feedback opportunities and intensity between government, business and research institutions; the involvement in international and national networks; Integration into the international and national value chains; Level of computer literacy and Internet use intensity; Various e-services availability. Infrastructure and natural resources development capacity: Internet connection availability; Implementation of sustainable development principles for regional growth; Real estate, infrastructure availability level; pollution; accessibility by land/ air; Energy independence and quality of supply.

One of the resilience factors, which help the growth centres to stand against the economic shocks, is having the economic power. The need of economic power will discuss in the next paragraphs. 5. Growth centres with economic power According to Poladian & Oehler-Şincai, 2014 the economic power is characterized by several elements: resources or potential of leadership (population, area, natural resources, technological progress, education, economic and military strength and political stability).

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The spatial dimension (the geographical area of the exercise of power, regionally or globally) and status (recognition, whether formal or informal, of its leadership). 5.1 Elements of the economic power: Productive economic structure: productivity is related to population concentration. More than half of the world’s population is now living in towns and cities. Underpinning this transformation are the economies of scale that make concentrated urban centers more productive. Preferences granted by the central government: the government could grant attractive policies, for example, Special Economic Zone, this will help to elevate the history and location and economies of scale to competitive way. The ability to attract foreign direct investment (FDI): larger cities have opportunities to land it in their economic structure. The establishment of a foreign-invested community reduces perceived investment risks and creates a virtuous cycle that serves to attract more investment in the future. Located in cities cluster: City network effects stimulate economic growth. Large cities are usually at the center of a cluster of smaller cities, and network effects spur economic growth and productivity. Provide long planning: the growth centres are highly complex and demanding environments that require a long planning horizon and extraordinary managerial skills. ensure competitiveness: the creation of the competitiveness depend on different factors, the most important is the population size, McKinsey Global Institute, 2011 mentioned that larger cities have been more competitive than smaller ones in the provision of these benefits and others that are favorable to businesses. Plan to cope with the risk of diseconomies; many governments are not prepared to cope with the speed at which their populations are growing. Without skillful plan and management, cities run the risk of diseconomies— such as congestion and pollution— starting to outweigh scale benefits, leading to a deteriorating quality of life and a loss of economic dynamism. The ability to keep on affordable housing stock: emerging cities will be home to a growing number of households in the consuming and global categories.

6. Growth centres as creative centres The creative economy is known in the literature mainly as the production of creative industries as Media, Crafts/jewelry, Fashion, Arts, and Advertising, etc. recently add to this list the knowledge industries and innovations. In particular, the shift from the arts, heritage and cultural industries towards the creative industries and from the cultural and creative city to the wider knowledge city —and the spatial representation in cultural quarters, creative clusters, media parks and science ‘cities’ (Cooke and Lazeretti, 2008). At the level of growth centre the research mean with the creative centres is the ability to develop within the atmosphere of competitiveness and the ability to sustain the economic activities by attracting new investment whether local or foreign. 6.1 The creative growth centre whether the central core and the periphery is consonant with area-based regeneration, business improvement districts, heritage and conservation and zoning strategies, which neatly attempt to square what is fundamentally global strategic growth arguments driven

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 by national, supranational and regional authorities, with local impacts and governance implications (Evans, 2009). Emerging cities using the cultural and creative economy as a growth strategy. This is manifested in both employment and GDP contribution to regional and national economies, but also in the extent of ‘creative class’ presence in primarily central-core and growth centre periphery (Evans, 2009). 6.2 Elements of the creative growth centre; - The emphasis on the role SMEs to change the image of the traditional economy. - Using social regeneration and local economy at the cost of larger creative sectors. - Expand reliance on creative/knowledge economy and clusters, which account for the growth performance. - Using culture, and cultural industries as instruments of the nation-state (such as broadcasting, arts, and heritage), to the more global creative industries. - Widely use the industries that have their origin in individual creativity, skill, and talent and which have the potential for wealth and job creation through the generation and exploitation of intellectual property (Evans, 2009). - Growth centres and regional authorities have policy and programs to promote creative and knowledge industries status. - Establish regional industrial clusters, in new economic areas within the growth center region where multiple or polycentric clusters and networks.

Conclusion The process of GCs development aims to achieve sustainability on the short and long- term and to be sustainable GCs needs to consider the sustainable framework and create sustainable planning factors. Classifying the GCs using there developmental level helping in determine the proper requirements as the global level needs different growth and development factors than the national and regional level. To plan the GCs to sustainable the economic structure should be remarked with economic powers and have creative economic sectors. If any economic structure has both advantages it will be more resilience comparing with other as in the globalization era, the changes become so fast and the economic shocks can destroy the static structure.

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Economic Development. Cheltenham: Edward Elgar. . Dobrescu, E. M., & Dobre, E. M. (2014). GROWTH POLES . RELATED CONCEPTS. Knowledge Horizons - Economics, 6(2), 17–20. . Evans, G. (2009). Creative Cities, Creative Spaces and Urban Policy. Urban Studies (Vol. 46). https://doi.org/10.1177/0042098009103853 . McKinsey Global Institute. (2011). Urban world: Mapping the economic power of cities. Journal of Monetary Economics, 36(March), 49. Retrieved from http://www.mckinsey.com/insights/urbanization/urban_world . Palekiene, O., Simanaviciene, Z., & Bruneckiene, J. (2015). The Application of Resilience Concept in the Regional Development Context. Procedia - Social and Behavioral Sciences, 213, 179–184. https://doi.org/10.1016/j.sbspro.2015.11.423 . Plummer, P., Tonts, M., & Martinus, K. (2014). Local Competitiveness and Regional Development: Western Australia’ s Regional Cities. Journal of Economic and Social Policy, 16(1), 2001–2011. . Poladian, S. M., & Oehler-Şincai, I. M. (2014). Emerging of New Poles of Economic Power in the World. Procedia Economics and Finance, 8(14), 474–483. https://doi.org/10.1016/S2212-5671(14)00116-6 . Porter, M. (1998). Clusters and the New Economics of Competition. Harvard Business Review. Retrieved from http://hbr.org/product/clusters-and-the-new- economics-of-competition/an/98609-PDF-ENG . Wakeley, R. E. (1962). Growth and Decline of Towns and Cities in Southern Illinois. Southern Illinois University Carbondale OpenSIUC. Retrieved from http://opensiuc.lib.siu.edu/ua_docs . Zhang, L.-Y. (2013). Dynamics and Constraints of State-led Global City Formation in Emerging Economies: The Case of Shanghai. Urban Studies, 51(6), 1162–1178. https://doi.org/10.1177/0042098013495577

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INSURGENCY: A STUMBLING BLOCK IN THE PEACE AND PROSPERITY OF Jammu and Kashmir STATE

Nissar Ahmad Mir Tariq Ahmad Mir Research Scholar Research Scholar Department of Political Science Department of Political Science Govt. Hamadia Arts and Commerce Govt. Hamadia Arts and Commerce Bhopal ,M.P. Bhopal ,M.P.

Dr. A.P Pandey Assistant Professor Department of Political Science Govt. S.V, P.G College, Raisen,M.P. Abstract

The attitude of the state Jammu and Kashmir always remains insurgent. The insurgency in Jammu and Kashmir is an internal conflict between Kashmir insurgents and government of India. The main and utmost cause of this insurgency is the rivalry and cold war of India and Pakistan immediately after the Indo- Pak partion ,the issues which created irritants between the duo were, transfer of military assets , sharing of river water of Indus , division of cash balance of undivided India. Some efforts were made by both nations to normalize their relations but finally broke out because of dispute over Kashmir. Pakistani leaders believe in the approach of the two nation theory that 77% of population of J and K are Muslims and J and K should join with Pakistan while India claims that the state has accorded with India on 24. Oct. 1947 and Kashmir is an integral part of India. But the reality is that, the state J and K was a princely state and it was neither the part of Pakistan nor India .Thus this difference in the approaches of between them became the main cause of Kashmir insurgency.

Key words: Insurgency, Jammu and Kashmir, India and Pakistan, Rivalry, Irritations

Objectives 1. To highlight the causes of insurgency in J & K. 2. To highlight the various phases of insurgency. 3. To highlight the impacts caused by insurgency on Jammu and Kashmir and to draw suggestions how to control.

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Introduction

The insurgency in Jammu and Kashmir is an internal conflict between Kashmiri insurgents and the government of India. Some of the Kashmiri separatists want Kashmir accession to Pakistan, while others seek complete independence of J and K1 .The roots of conflict between insurgents of Kashmir and Indian government are tied to a dispute over local autonomy2. Democratic developments were limited in Kashmir until the late 1970s and by 1988. Most of the reformations on democracy provided by Indian government have been reserved and non violent channels for expressing discontent where limited and caused a dramatic increase in support for insurgents advocating violent secession from India. In 1987 a disputed J and K state assembly election created an event for the insurgency when it resulted in some of the state’s legislative assembly members formed armed insurgent groups3. It was the wake of disillusionment with the internal politics of J and K and the beginning phase of conflict started in the state what marked the beginning of this phase was the decision of some kashmiri youths who have participated in the elections as contestants ,election agents, compainers and sympathizers of candidates to cross over to Pakistan to take training in armed militancy .Moreover the separatists(APHC) All Party Hurriyat Conference later strengthened the roots of Kashmir insurgency 4..

Phases of insurgency

Insurgency phase 1990 -2000:

The 1990’s onwards was the most crucial internal security issue in Jammu and Kashmir, thousands of people died during the fight between insurgents and the government. In addition to this thousands of civilians died as a result of being targeted by various armed groups. The inter- state intelligence (ISI) has been accused by India of supporting and training militants to fight in Jammu and Kashmir. According to official figures released in J and K assembly there were 3400 disappearance cases and the conflict had engulfed as many as 47000 lives as of July 2009. In 2000 the insurgency transformed into non- violent means in the form protests and marches. Certain groups dropped their arms and tried to look in for a peaceful resolution to the conflict5.

Insurgency phase 2000-2012

The situation in the state remained almost normal and peaceful from 2000 to 2007 although some incidents occurred but these were less violent and was not a cause of concern for government functionaries. The situation turned

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grim again in 2008 when the amaranth agitation began in Jammu and Kashmir. The entire issue revolved around a government order of diverting forest land to Shri Amaranth Shrine Board (SASB) for construction of temporary structures for housing pilgrims during the period of amaranth yatra. The separatists raised their voices against land transfer and demanded the revocation of the decision. The separatists were later on supported by masses of the Kashmir as a result the amaranth issue took shape of mass agitation and entire valley participated in this agitation. Meanwhile curfew was imposed in state for near about 3 months. People started demonstrations and came out on roads and used stone pelting against security personals this was the first in the state J and K that agitators used stone pelting. Later on this agitation resulted heavy loss in the state. The official figures which were released confirmed more than 100 deaths and thousands injuries in that very unrest in J and K.6the economy of the state also shattered during this period and the business and other sector of the state suffered huge losses.

3. Insurgency phase 2012 onwards

According to Indian army data at least 70 young Kashmiri youth joined the militancy during the period of 2012 – 2014. The records also showed Lashker-e-Toiba group was highly joined group which was accused for the attack of Mumbai in 20087.

The period of 2016-2017 is the most crucial unrest in Jammu and Kashmir which is properly known as Burhan Aftermath. It started with the killing of Burhan Wani a militant commander of Hizbul Mujahidin by Indian security forces on 8 July 20168. After his killing the anti Indian protests rocked the valley9. Meanwhile curfew was imposed in the valley on 15 July and mobile services were suspended for the months together. Kashmir valley remained under curfew for 53 days. The J and K police and Indian army used pellet guns, tear gas shells, rubber bullets as well as assault rifles to disperse the protesters which resulted in the death of more than 90 civilians and 2309 suffered injuries 10. In addition to this 2 security personals died and 3550 persons were injured11. Sumentra Bose in his book “Kashmir Roots of Conflict Paths to Peace” mentions the figure of about 40000-80000 civilians as well as Indian security personals have lost their lives from the period of 1999-2002 in J and K this includes 4600 security personals, 13500 civilians and 15937 militants including 3000 from outside Jammu and Kashmir .To make it more curse this period witnessed 55538 incidents of violence12. After 2002 the various sources and data revealed more than 4000 civilians and

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more than 500 security personals and near about 1000 militants were killed in this war over Kashmir.

Notable terrorist attacks

Date and place of Consequences attack July –August 1989 3 CRPF personals and a politican of NC namely Mohd Yousuf were killed13. 23-March-1977 Seven Kashmiri Pandhits were killed in Sangrampura massacre Sangrampura Budgham district of Jammu and Kashmir14. 1998 Prankot massacre 26 Hindus’ of Udhampur district were killed. 19-June 1998 25 Hindus were killed Champanari massacre. 2000 Amaranth 30 pilgrims were massacred. Pilgrim- age massacre J & K Assembly attack 38 persons were killed in bomb attack. 1-Oct. 2001. Ragunath Temple 3 Security forces and 11 civillians were killed. sucide bomb attack 30- March 2002 Qasimnagar attack 13- 27 persons lost their lives16. July 2002 Nadimarg attack 23- 24 Hindus were massacred in Nadimarg Shopian March 2003. district. Srinagar bomb attack 4 army men lost their lives while a bomb was 20-July 2005. dropped on army vehicle17. Badshah chowk attack Two civilians were killed18. 29-July 2005 Doda massacre 3-may 35 Hindus were killed19. 2006 Kashmir valley attacks 4 attacks were carried out in a single killing about 5-dec- 2014 21 persons including both civilians and security personals.wre killed 20. Uri attack 18- Sep. Four armed men barged in an army camp in Uri 2016 and fired indiscriminately which resulted in killing of 19 army personals21.

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Causes of insurgency

There are numerous causes for insurgency in the state of Jammu and Kashmir. Some causes are highlighted below although they don’t cover all the causes yet they give the clear picture about the root causes for insurgency.

1. Human Rights Violation:

This is off-course the most important cause for the insurgency in the state because it seems that there is no right given to inhabitants as more often than not the state witnessed the worst cases of human right violations, whether it may be slapping PSA to any person at will, night raids and torturing the youth on mere doubts. It has created havoc in the state. This can be understood clearly by having a look on the below mentioned cases along with data.

There were 988 cases filed against the Indian army in the state, out of which 965 cases were investigated while 23 cases are still pending in the courts. Out of these who will forget the tearful and heart melting Konun Poshwari rape case which took place on 24- Feb. 1991 in which a minimum of 150 women were raped brutally like animals by Indian during a search operation launched in the village. One feels stun and shivering vibrates the whole body when one comes to know that a 7 year old baby and 79 year old woman were not speared by the forces. This case might be forgotten by the govt. but it will always burn the hearts of people as long as the justices are denied and will always provide the fuel for insurgency in the state22.

2. Rigging in the 1987 elections

It is well known that the politics of state of Jammu and Kashmir was highly dominated by national conference from 1951 up to almost 2002.The reason behind the NC hegemony was that the national conference always won the elections due to rigging in the elections. An outburst in the state politics occurred in the election of 1987 when the other parties accused the NC of rigging in the elections. One of parties was MUF(Muslim United Front) which was highly praised and supported by the people last the election in the 10 constituencies by a very small margin to NC. This created a doubt in the minds of people supporting the party and they demanded re-election which was not allowed by the centre . the party along with its workers started demonstrations throughout the valley .what marked the beginning of Kashmir insurgency was the decision of kahmiri youth who were political

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agents and sympthasisers of MUF crossed over the border and took to arms as consequence of this the insurgency stepped its feet in the state. This was probably one of the root causes of Kashmir insurgency. 4. Lack of proper leadership

One of the burning issues before the state govt. is the non-cooperation of people in the government formation in the state. The reason for the disinterest in the politics is the ill attitude of the govt. functionaries towards the people. This problem originated after 1951 elections when NC govt led by sheikh Abdullah and later on by Ghulam Mohd. Bakshi continued upto 1967. During this period all the funds allotted by the central govt were not properly utilized for the development of the state which created restlessness among the people. Later on INC govt. led by Gh. Mohd.Sadiq and Syed Mir Qasim also failed to win the hearts of the people23. It was only during 2002-2005 by the emergence of the PDP-INC coalition govt. led by Mufti Mohd. Sayed When the politics was restored and people had a sigh of relief and a belief of development and prosperity in the state. The state developed by leaps and bounds with much reduction in insurgency. After completion of Mufti’s term of three years Gh Nabi Azad from INC took oath as chief minister of state. He followed the footsteps of mufti and the state development was touching its peak until mid 2008. But unfortunately after his decision to transfer the land to shrine board for the the construction of buildings for pilgrims of Amaranth. Mass agitations took place in the whole valley against the land transfer decision this agitation lasted for months and marked another dark phase of insurgency of sate and the roots of insurgency deepened to such a level that state then never came out of such situation clearly until now24.

4. ISI’s Role The inter–state intelligence (ISI) has encouraged and aided the Kashmir independence moment through an insurgency on the legitimacy of Indian rule in Kashmir.

5. Unemployment This also contributes towards the insurgency in the state , because as per reports there are more than 7 lakh unemployed youth in the state, which includes highly qualified degree holders like PhD , P.G and graduate students this is highly alarming and likely to account for insurgency. Moreover the recruitments are made on the basis of corruption and under high influence which is more clearly depicted by the fact that the state is ranked No. 2 in

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corruption headed by Bihar. This has ruined the future of so many students and they have got no option other than insurgency to fight for their rights25. In addition to this there are so many reasons for insurgency which includes PSA(Public Safety Act), AFSPA (Armed Forces Special Power Act) POTA etc which have highly contributed to insurgency in the state.

Conclusion

From the above explained facts it clear like a mirror that Kashmir issue is the most dangerous and challenging issue in the whole world, although its consequences are visible in India and Pakistan only but according to think tanks if the 3rd world war is fought perhaps Kashmir may be the cause behind it. So the United Nations organization must think over this grave issue by bringing India and Pakistan on a single platform to solve this issue once for all. In addition to this the political elites in the state need to form such strategies which will urge the people to have a faith and confidence in the government.

References

1. Social studies S5 Ab. Pearson Education. P 70. 2. Uppsala Conflict Encyclopedia, Conflict Summary, Conflict name: India: Kashmir, "Roots of Conflict and the emergence of Kashmir Insurgents", viewed 2013-05-29, 3. Jeelani, Mushtaq A, Media Monitors Network. 25 June 2001, from the original on 4 March 2016. Retrieved 24 February 2017. 4. Rekha Chowdhary: Electoral Politics in context of separatism and poltical divergence, an analysis of 2009 parliamentry elections.SAMAJ, 3,2009, p 8. 5. Anshu Sharma, international journal of humanities and social science invention, vol.3, 11 nov. 2014, p 52-55. 6. Balraj Puri, Jammu: A Clue to Kashmir Tangle, 1996, p 77-78 7. The Express Tribune. Retrieved 25 June 2015. 8. “Hizbul Mujahedeen ‘Poster Boy’ Burhan Wani killed in joint encounter”. Indianexpress.com. 8 July 2011. 9. “Curfew Clamped in all 10 districts of Kashmir”. Times of India, 15 July 2017. Retrieved 147 jul 2017. 10. “2016 unrest: not even one probe into killings completed”. Greater Kashmir dec. 6 2016, retrieved 27 Jan 2017. 11. Greater Kashmir, 29 July 2016, retrieved 30 jul 2016. 12. Army records and newspapers of govt. of India.

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13. “Chronicle of important events/date in J and K’s political history.”Jammu- Kashmir.com. Retrieved on 25 June 2015. 14. “Sangrampura killings”Archieved from the original on 15 Apr 2005. 15. Dugger, Celia W, “Pakistan asks India to revive talks aimed at bringing peace in Kashmir”. The New York Times. 9 Oct 2001, Retrieved 23 Feb 2017. 16. “Human Rights Watch World Report 2003: India “. 17. “20 july 2005 Srinagar attack“Kashmir times 21 July 2005. 18. “July 29 attack in Srinagar.” Archieved from the orginal on 3- march 2007. 19. Turbine news service, “Phagwara observes bandh over J and K massacre.” The turbine. 4 May 2006, retrieved 22 Feb. 2017. 20. “Multiple attacks rock Kashmir valley.”The Hindu 5 dec. 2014. Archieved from the orginal on 24 dec 2014 retrieved 24 dec. 2014. 21. uri militant attack ,greater Kashmir 18 sep. 2016. 22. Pervaez Ayesha, “politics of rape in Kashmir”. The Hindu, retrieved 13 May 2017. 23. sumentra bose, “ Kashmir: roots of conflict, paths to peace” 2003, p 85. 24. “Thottam, Jyoti, valley of tears”. Time. Archieved from the original on 5 may 2010, retrieved 5 april. 2010. 25. “unemployment as a reason for insurgency in J and K violence?- Times of India”.retrieved 24 may 2017.

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ीपाराागमे वरादरोग िनवृि िवेषण वैािनक िवशेषाः

िप.ट.िज.भरतशेख राचायः पाराागमिवभागः ी.वे.वेदिविवालयः ितपितः

आयुरागोय संपिः देवोपाया भिवयित। जमातर कृतं पापं ािधपेण बाधित।।1 “जतूनां नरजम दुलभम्” इित जगगुशंकराचायः उरीया ािणषु नरजम बकृं वतते। एवं िविश भूतय नरः मोसाधनमेव अितमलयपेण वीयते। तििमं ितपूषेण भगवीितकरं कमाचरणं कतं। भारतीय संकृतेः देवालयाः आधारभूताः त वेदिविहतपेण यिहाराधनं यते तमानवय मोसाधनाथ सौलयं कपते। तिहाराधनं सामायतः वैणव,शैव,शााद भेदेन िविवधाः। िवणुं धान पेण अयते वैणवागमः। सः पारा,वैखानस भेदेन ििवधः। े।। साथकोटमाणेन किथतं तय िवणुना। राििभः पिभः सव परामतः मृतम्।। 2 साात् ीमारायणेन पसु रािसु साथकोटमाणेन पजनेयः उपदं शां ीपाराागमशाम्। अिमन् पाराागमे भगवदालयिनमाणिवधानं, िवहितावपं, अचनपनोसवाद िविवधककयिवेषणं त यद दोषसंभवे ायिादीनां िनपणं, एवं वरादरोगिनरोधकोपायं च कम समृयथ संपूण फलायथ च ितपादतम्। “शरीरमां खलु धमसाधनम्” इयुदशा अनारोयपीिडतः नरः कमिप कम कतु अशः अनास भवित। अतः तिवारणाय उपायाः अिप अ िनिपताः। सामायतः पाराागमः 108 संिहतानां समाहारपो दृयते। तासु संिहतासु अिहबुयसंिहतायां, िवहगेसंिहतायां, शेषसंिहतायां च वरादरोगिचकसािवधानं होमािभषेकपेणोपदम्। आषसािहयोाः इमाः िचकसापतयः मानवय भौितकवृ उपदशित। अनया

1 िव.सं-23.2 अ 2 मा.सं 1.22 77

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भौितकवृया मानवः नीरोगः िनपवः भगवककय कुवन् वलयं िनवहित। मानवजीिवतकाले आरोयसमृयथ कृतेः लयमानािन वतूिन िविनयोयन् अनारोयिनवारणोपायं उपदयते वेदोपागपः आयुवदः। अय मूलकता ीमारायणावतार पी पुषः ववतरी। एवं पाराशाोानां िचकसािवधानानां, आयुवदे उानां िचकसा िवधानानां च साय सबधं च यथा शि आिवकतु यं करये। ीपाराागमोानां वरादरोगिनवृिकरेषु ेषु आयुवद तवानां िवेषणं य़था- 1) वरः- 1.1 अिहबुयसंिहतायां- गुडूची, आय सं िसाः चतुरगुलसिमताः सिमधैः सहवारं (1000) सुदशनमेण होमःकायः। ताक् कुभं संथाय तिमन् कपूर, चदन, कुकुम, पर, प, दूवा, वण, यामाक, िवणुपण, सहदेवी, ओषधीन् घटे िनिपेत्। अनतरं होमः कायः। कता ामुखोभूवा तय पुरतः दपणं संथाय कुभजलेन सुदशनमेण दपणं अिभिषयते चेत् कता वर िवमुोभवत्।3 1.2 िवहगेे- मधुयेन दूवः असहकं (8000) होमं कृवा, कठमाजले िथवा अयुतं (10,000) मूलमजपं कृवा, अयुतं (10,000) तपणं यते चेत् वरशाितभिवयित।4 1.3. शेषसंिहतायां- अपामाग,मधुयेन संिसय होमः यते चेत् वरो नयित।5 2) राजयम- 2.1. अिहबुयसंिहतायां- खदर, मधु, अपामाग, शकरा, आय, पायसैः होमः कायः। कुभं संथाय तिमन् कपूर, चदन, कुकुम, पर, प, दूवा, वण, यामाक, िवणुपण, सहदेवी, ओषधान् घटे िनिय सहवारं(1000) सुदशन मूलमेन होमं कृवा कता ामुखोभूवा तय पुरतः दपणं थाय कुभजलेन सुदशनमेण दपणं अिभिषयते चेत् कता राजयम िवमुोभूत्।6

3 अ.सं 38.22-23 4 िव.सं-23.5-7 5 शे.सं 33.33 6 अ.सं 38.38-41 78

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2.2. िवहगेे- अगधा, वचा, माषचूण, शुडी, सषपाः,हरा, आमलकचूण,शतावरी, मधु, शकरैः ादशसहवारं(12,000) होमं चरेत्।7 2.3. शेषसंिहतायां- वचा, माष, मधुयं, अत, अगध, पायस, ितल, गुगुलं, िनब, पणा, अमृता, वली, अपामाग, शकरैः होमः यते चेत् राजयमा िवनयित।8 3) मेहः- 3.1. अिहबुयसंिहतायां- िबवपैः, माषोदनेन होमं कृवा पूववत् अिभषेकमाचरेत्।9 3.2. शेषसंिहतायां- जठामांिस, हरा, शतावरी, आयेसंिमया 10,000 होमं कुयात्।10 4) उदरसंबधरोगाः- 4.1. अिहबुयसंिहतायां- आय, अकसिमिः िसह(2000) संयया सुदशनमूलम हवनं कृवा पूववत् कुंभं संथाय पृवा सुदशनमूलमं जिपवा तत् कुंभजलं िपबेेत् उदरसंबधरोगाः िवनयित।11 4.2. शेषसंिहतायां- पुननवी, ववली, भृंगतैलं, लवणं, अक , ितलतैलेन होमः यते चेत् उदरसंबधरोगाः िवनयित।12 4.3. िवहगेे- पुननवी, भृंगतैलं, ितलतैल संिमेन ादश(12,000) सहकं होमः यते चेत् उदरसंबधरोगाः िवनयित।13 5) दतरोगः- 5.1. शेषसंिहतायां-

7 िव.सं-23.10-13 8 शे.सं 33.24-26 9 अ.सं 38.50,51 10 शे.सं 33.14 11 अ.सं 38.53-56 12 शे.सं 33.22,23 13 िव.सं-23.14 79

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नारकेळ,ितलैः अयुत (10,000) संयाक होमं कायम्। 6) वातशाित- 6.1. शेषसंिहतायां- अपामाग, िनगुडी, ितिल., सषप, हरा, कटुयम् एतैः ैः होमः यते चेत् वातशाितवनयित।14 6.2. िवहगेे- िनगुडी, कशुकं , हरा, सषपैः ैः होमः यते चेत् वातशाितवनयित।15 7) िपरोगः- 7.1. शेषसंिहतायां- मधुयं, गोीरैः होमः यते चेत् िपशाितवनयित।16 7.2. िवहगेे- अमृता, िनबप, वली, पकदं, गोीर, शकरैसाकं अयुतसंयाक (10,000) होमः यते चेत् िपशाितवनयित।17 8) कठरोगः- 8.1. शेषसंिहतायां- लवणं, नासा, तुलसी, अपामाग, अक , ितिणीपुपं, दूवा, ितल, ीिह, यवैः होमः यते चेत् कठरोगः िवनयित।18 8.2. िवहगेे- नासा, तुलसी, आयैः होमः यते चेत् कठरोगः िवनयित।19 9) महाफोटं- िवसप- महाधी- िववं- 9.1. शेषसंिहतायां- पुननवी, सुगधी, अगधी, मधुयं, गोीरं, ितल, चदन, कुकुमैः होमः यते चेत् महाफोटिवसपमहाधीिववाः िवनयित।20

14 शे.सं 33.27,28 15 िव.सं-23.8 16 शे.सं 33.26 17 िव.सं-23.9 18 शे.सं 33.18,19 19 िव.सं-23.18 20 शे.सं 33.19,20 80

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9.2. िवहगेे- गोीर, मधु, अगधी, पुननवी, सुगधैसाकं होमः यते चेत् महाफोटिवसपमहाधीिववाः िवनयित।21 10) ासरोगवरं- 10.1. शेषसंिहतायां- कुडलीप, ितल, तडुल, मधु, गोीरैः सिम होमः यते चेत् ासवरो नयित।22 10.2. िवहगेे- कुडलीपेन होमः यते चेत् ासवरो नयित।23 11) िपवरं- 11.1. शेषसंिहतायां- आय, ितल, कुशैः होमः यते चेत् िपवरो नयित।24 11.2. िवहगेे- ितल, सषप, करवीर, घृत, अकोलितलतैलैः ादशसहवारं(12,000) होमः यते चेत् िपवरो नयित।25 12) मूकृािधः- 12.1. शेषसंिहतायां- अिनी, कुडली, अपामाग, ितल, गो धृतैः होमः यते चेत् मूकृािधः नयते।26 13) अादश कुानां - 13.1. शेषसंिहतायां- सषपाः आयेन, हरा गुडेन, करवीर आयेन, अकोलितलतैलेन पसहसंयाकं (5,000) नेत्। 27

21 िव.सं-23.15-16 22 शे.सं 33.21 23 िव.सं-23.15 24 शे.सं 33.17 25 िव.सं-23.19-20 26 शे.सं 33.15 27 शे.सं 33.16,17 81

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14) कणरोगः- 14.1. शेषसंिहतायां- चदन, अग, कपूर, ितल, गोीर, घृतैः होममाचरेत् ।28 15) गुमशूलं- 15.1. शेषसंिहतायां- अपामाग,अक , घृतैः होममाचरेत् ।29 16) काम वरं- 16.1. शेषसंिहतायां- कशुकपािण आयेसंिसय नेत्। 17) अातातरोगाः- 17.1. शेषसंिहतायां- ितल, अत, मधुयेन सिमय अपामाग, भमुताः पायसाेन सिमय नेत्।30 गुण िवेषण पका 1. गुडूची

रस ित, कषाय गुण गु, िध वीय उण िवपाक मधुर कम िदोष समक, रसायन, दीपनीय, ािह, मेदोहर, कदू, वरहर, दाह शमन योजनं मेय, वर, मेह, लीपद, आलिप, चद, वातर. गुडूयाः वरसो ाः शतावय तसमः। िनहयात् सगुडः पीतः सोऽिनलकृतं वरम्।।31 Reference - गुणिवानम् पुट सं-33

28 शे.सं 33.20 29 शे.सं 33.23 30 शे.सं 33.33,34 31 सु.सं.उ 82

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2. िनगुडी रस ित, कटु गुण लघु, वीय उण िवपाक कटु कम वात-कफहर, चुय, केय, िम, वनपना योजनं वातािध, कासास, गधमाला,िनगुडी कृिमशोफी कुवात णापहा। तपं दंतवातं धूपाभूतादनाशनम्।।32 Dosage Leaf juice 10-20ml,Root bark powder 3-6g, seed powder 3-6g. Reference - गुणिवानम् पुट सं-411 3. पुननवी रस ित, कषाय, मधुर गुण लघु, वीय उण िवपाक कटु कम कफवातहर, शोधहर, वयथापर, दीपन योजनं िनानाश, शोध, अलकिवष, ीहोदर. उणािन वादुितािन वातशमनािन च । तेषु पौननवं शांक िवशेषाछोथनाशनम्।। 33 Dosage Fresh juice 5-10 ml, powder 1-3 g. Reference - गुणिवानम् पुट सं-437 4. अपामाग रस ित, कटु गुण लघु, , तीण वीय उण िवपाक कटु

32 शौ.िन 33 सु.सू.46 83

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कम कफ वातहर, िसरोिवरेचन, दीपन-पाचन, मेदोहर. योजनं िवषूिचका, िसमा, िनानाश. अपामागः सरतीणो दीपनितकः कटुः। पाचनो रोचनछद कफ मेदोऽिनलापहः।।34 Dosage Fresh juice 10-20 ml, Ksara 0.5-2 g. Reference - गुणिवानम् पुट सं-443 5. अगध रस ित, कटु, कषाय गुण लघु, िध वीय उण िवपाक कटु कम वातकफहर, बाय, रसायन, शुला. योजनं वातजोग, ास, मूघात, िनानाश. अगधाऽिनलेम िशवशोथयापहा। तुरगी वात ला कास ासये िहता।। 35 Dosage powder 3-6 g. Reference - गुणिवानम् पुट सं-375

6. अकोल रस ित, कटु, कषाय गुण लघु, िध, तीण. वीय उण िवपाक कटु कम कफ वातहर, िवष योजनं कामला, ास. अकोटः कटुतीणः िधतुवरो लघुः। रेचनः कृिमशूलशोफह िवषापहा।। िवसप कफ िपा मूिषकािहिवषापहा।।36

34 भा. 287 35 भा. 278 36 भा. 265 84

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Dosage powder 1-2 g. (3.6 g for inducing vomiting) decoction 50- 100ml Reference - गुणिवानम् पुट सं-687 7. सहदेिव रस ित, गुण लघु, वीय उण िवपाक कटु कम कफ वातहर िनाजनक योजनं िवषमवर. िनाकरा घृता शीष नीला िसम िवनािशनी। वरंहित िशरो बा सहदेवीजटा यथा।।37 Dosage Fresh juice 10-20ml decoction 50-100 ml Reference - गुणिवानम् पुट सं-805 8. पालाश रस ित, कटु, कषाय गुण लघु, िध वीय उण िवपाक कटु कम कफ वातहर, ािह, िम, दीपन. योजनं ीपद, िम, पुंसवन। पलाशो दीपनो वृयः सरोणो णगुमिजत्।भसंधानकृोष हयशः मीन् हरेत्।। कषायः कटुकितः िधो गुदरोगिजत्। तपुपं वादु पाके तु कटु ितं कषायकं।। वातसं कफ िपा कृिजत् ािह सीतलं। तृदाहशामकं वातर कुहरं परम्।। फलं लघृणं मेघाशः कृिमवातकफापहम्।। 38 Dosage Bark decoction 50-100 ml, Seed powder 3-6 g, flower powder 3-6 g , gum 1-3 g. Reference - गुणिवानम् पुट सं-144

37 च.सू.26 38 भा.. 85

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9. वचा

रस ित, कटु,

गुण लघु, तीण वीय उण िवपाक कटु कम कफ वातहर, लेखनीय, मेय.

योजनं आलिप, अपमार, सोफ, वृि ।पारासीक वचा शुला ोा हैमवतीित सा। हैमवयुदता तातं हित िवसशेषतः।।सुगधाऽयुगधा च िवशेषाकफ कासनुत्।। 39 Dosage Powder 125-500 mg Reference - गुणिवानम् पुट सं-545 10. तुलसी रस ित, कटु, गुण लघु, वीय उण िवपाक कटु कम कफ वातहर, िम, दीपन, पूितगधहर। योजनं तुलसी कटुका िता ोणा दाहिपकृत् । दीपनी कुकृछा पााक् कफवातिजत्।।40 Dosage Fresh juice 10-20ml Root decoction 50-100 ml seed Powder 3-6 g Reference - गुणिवानम् पुट सं.430

39 भा. 151 40 भा. 86

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11. हरा

11 रस ित, कटु, गुण लघु, वीय उण िवपाक कटु कम कफ वातहर, िम, लेखन, वय। योजनं ग, ीपद, दु कु, िपमेह। हरा कटुका िता मेणा कफिपनुत्। वया वदोषमेहा शोधपाडु णापहा।।41 Dosage Fresh juice 10-20ml Powder1- 3 g Reference - गुणिवानम् पुट सं.513

Reference books- अ.सं - अिहबुयसंिहता 1. AHIRBUDHNYA SAMHITA - 2013 HYDERABAD. िव.सं - िवहगेसिहता 2. VIHAGENDRA SAMHITA - 2005 TANJAVOOR शे.सं - शेषसंिहता 3. SESHA SAMHITA - 1981 - MYSORE भा. - भावकािशका 4. BHAVAPRAKASAKA -2012- VARANASI

.िव - गुणिवानम् 5. DRAVYAGUNA VIJNANAM - 2004- VARANASI मा.सं - माकडेयसंिहता 6. MARKANDEYA SAMHITA - 1984- TIRUPATI

च.सू. - चरकसंिहतासूथानम् 7. CHARAKA SAMHITA SUTRA STHANAM

च.सं. - चरकसंिहता 8. CHARAKA SAMHITA

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DEVELOPMENT PLANNING OF ECOTOURISM DESTINATION AT GILI BALU’ REGION POTO TANO WEST SUMBAWA

Zainuddin Syamsul Alam Paturusi Student of Doctorate Co-promotor, Professor Program of Tourims Udayana University, Bali Udayana University, Bali Indonesia Indonesia

Abstract The aim of this research is to know the characteristic of tourist attraction potency at Gili Balu’ Region of Poto Tano West Sumbawa, the development planning of tourism facility in small islands at Gili Balu’ Region and coastal area of Poto Tano Peninsula, the planning of development and empowering local communities. The theoretical reviews of this research are: (1) the theory of planning and development of tourism, (2) the theory of potential of tourist attraction. While the approach of this research is qualitative with descriptive interpretative data analysis method. The data collected with observation, interview and literature review techniques. The result of the study indicated that the tourist attraction potency in small islands in Gili Balu’ Region has specific characteristic, mainly in terms of scope, topography and nature conditions that are very unique and interesting. With the beauty and variety is offered, the Gili Balu’ Region Poto Tano West Sumbawa has big opportunity to be developed as new tourism destination in Indonesia, mainly in West of Nusa Tenggara (NTB). The development planning of tourism facilities in the small islands of Gili Balu’ Region Poto Tano West Sumbawa and coastal areas of Poto Tano Peninsula is including the the construction of tourism infrastructure, maintenance of tourism facilities, sustainable tourism development, community empowerment and regional development. The planning of development and empowering local communities in ecotourism destination development at Gili Balu’ Region of Poto Tano West Sumbawa is including the activities which is directly able to provide economical benefits, socio culture, politic and environment for local community.

Key words: Tourist Attractions Potency, Gili Balu’ Region, Specific, High Value and Competitive

1. Background of Study

The development planning of tourism resort needs the stages of implementation as follows: marketing research, situational analysis, marketing

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 target, tourism promotion, community empowerment community and private sectors in promotion and marketing (Syamsu, et al, 2001). Whereas in tourism development needs the strategies are used to improve, restore and develop tourism condition as an object and tourist attractions so that is able to visited and grant the benefit to local community around the tourist attractions and also for government (Paturusi, 2001). Therefore, the application of community-based tourism is an approach to tourism development with participatory planning, that is a tourism model which is involves local communities by providing the opportunity to manage and develop tourism, both directly and indirectly, which has links with industry or tourism businesses, so that the distribution of profits is evenly distributed to communities in rural or coastal areas and small islands (Putra, 2015). In developing tourist areas, the tourist attractions potency is main element has to provide by each tourism destination in tourism resort development to determine visitor’s interest to visit it. According to Middleton (1995) the attraction of tourist destinations is the choice of tourists and that encourages tourists to make tourist visits. stated that the tourism destination is the visitor’s selection and motivation to visit tourism destination. In the laws of Indonesian tourism Number. 10 of 2009 stated that tourist attraction is all the objects which have its uniqueness, beauty and value of nature property, culture and the results of human. Therefore Spillane (2002) divided tourist attraction into five important elements as follows: (1) attraction or all objects are attracted the visitors, (2) facilities or tourism facilities are needed, (3) infrastructure or construction of tourism objects, (4) transportation or services and transportation facilities, (5) hospitality or local host friendliness to welcome the visitors. On the other hand, Vengesay (2003:1-3) combined competitiveness and attractions to increase the tourism popularity. The element of competitiveness depends on the supply and attractiveness of tourism demand. Besides that, Marrioti in Yoeti (1996:172) stated that the potency is the object which is owned by every tourism destination to attract the visitors. Each tourist attraction potency has the difference in each tourism object, mainly in term of scope, topography, uniqueness, beauty and, nature even it is at the same resort. Like the Gili Balu' Region, which is located in Poto Tano District, West Sumbawa Regency, West Nusa Tenggara Province. The Gili Balu area is an area consisting of eight clusters of small islands and its waters territorial, including coastal area of Poto Tano Peninsula with the large of area is 20.000 hectares. The tourist attraction potential of the Gili Balu Region is widespread in eight clusters of small islands and surrounding waters territorial, including the coastal territorial of the Poto Tano Peninsula. The cluster of small islands is known as Gili that consists of Gili Kenawa, Gili Kalong, Gili Namo, Gili Ular, Gili Belang, Gili Kambing, Gili Mandiki and Gili Paserang. Legally, the Gili

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Balu’ Region is a production forest area which is able to be converted (HPK), namely production forest areas which is unproductive, it can be reserved for development outside of forestry activities, especially for tourism development. Reviewed from the natural resources and the beauty of small islands and coastal areas of the Poto Tano Peninsula and its waters, overall the Gili Balu’ Region has enormous potential for the development of the tourism industry and other non-tourism business activities. Therefore, in its implementation it should be done wisely and responsibly and truly considers environmental sustainability and the sustainable development (Kosmaryandi and Avenzora, 2004). Based on the background above, the purpose of this research was to determine the potential characteristics of the tourist attraction of the small islands of Gili Balu’ Region, the development planning of tourism facilities in the small islands of Gili Balu Region, Poto Tano of West Sumbawa and coastal areas of Poto Tano Peninsula, planning development and empowering local communities.

2. Theory and Method

Theoretical review which is used in this study consists of: (1) the theory of tourism planning and development, and (2) the theory of potential tourist attractions. Planning theory emphasizes the decision-making process about what needs to be executed in the future and how to carry out it (Kusmayadi, 2004), and the process of systematically preparing activities to be carried out to achieve a certain goal (Sukarsa, 1999). Therefore, in tourism planning is very important for the development and success of tourism and be able to minimize negative impacts or problems that will arise (Inskeep, 1991). In addition, in the tourism resort planning approach, it is able to assess the potential of resort candidates in order to attract tourists (Nurisyah, S (2001). While tourism development is one of ways to make a tourist attraction interesting and be able to motivate visitors to visit it. The theory of potential tourist attraction is very closely related to the feasibility of a tourism object to be developed, because a successful development of attraction must have feasibility criteria, namely financial feasibility, regional socio-economic feasibility, technical feasibility, and environmental feasibility (Suwantoro (1997: 20). While the approach of this research is a qualitative with descriptive interpretive data analysis method. At the research stage, carried out through literature review and direct observation to obtain information about the subject and object of the study.

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3. Potential Characteristics of Tourist Attractions in the Gili Balu Region of Poto Tano in West Sumbawa Regency

The results of the research found that the Gili Balu’ Region of Poto Tano in West Sumbawa has a variety of potential tourism potential resources. The potential of tourist attraction is spread to eight small islands and coastal areas of the Poto Tano Peninsula and surrounding waters.

3.1 Characteristics of Small Islands and Its Waters Kenawa Island has a flat topography with an area of 196.80 hectares. There is a hill with a very beautiful and interesting panorama surrounding. In the east and south there are white sandy beaches. Along the coast in the west part is the Mangrove Forest, with the coastal connected with steep cliffs in the north. While on the two sides of Gili Kenawa there is a vast stretch of coral reef area. The journey to Gili Kenawa (accessibility) is in normal conditions, it only takes about ten minutes from the Poto Tano by motorboat from the crossing dock station of Poto Tano Peninsula. Kalong Island is dominated by hills and valleys that are very beautiful and attractive, with an area of 196.80 hectares. On the west and south coastal there are quite extensive mangrove forests and coral reefs. In the east stretches long white sandy beaches. The journey to Gili Kalong (accessibility) is in normal conditions, it only takes about fifteen minutes by motorboat from the crossing dock station of Poto Tano Peninsula. Namo Island is a grass land with an area of 190.90 hectares. In the middle there are two hills extending from south to north. In the north and west, there is a white sandy beach. Whereas the eastern and southern coastal are covered by mangrove forests with a variety of species and coral reefs. The journey to Gili Namo (accessibility) is in normal conditions, it only takes about ten minutes by a motorboat from the crossing dock station of Poto Tano Peninsula. Ular Island is a hilly and rocky small island with an area of 2.19 hectares. Most of the coastal Ular islands are rocky and mixed with sand. At low tide, in the south part of the island there is a very beautiful white sandy beach. Along the coastlines there are very beautiful and attractive coral reefs. The journey to Gili Ular is in normal conditions, it only takes about fifteen minutes by a motorboat from the crossing dock station of the Poto Tano Peninsula. Belang Island is a lake-shaped swamp inhabited by various flora and fauna habitats, with an area of 492.65 hectares. A small part of the coastal area of Gili Belang has white sandy. On the north coastal is quite shallow waters with beautiful and attractive coral reefs. On the southwest slope there is a small beach surrounded by mangrove forests. The journey to Gili Belang is in normal

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 conditions, it only takes about fifteen minutes by motorboat from the crossing dock station of Poto Tano Peninsula. Kambing Island is an oval-shaped rocky hill, with an area of 5.05 hectares. Kambing Island is located between Belang Island and Paserang Island. In the south there are quite shallow waters bordering directly with the waters of Belang Island. In shallow waters there are coral reefs that are very suitable for the cultivation of certain types of fish species, such as sharks, stingrays and the same species. The journey to Gili Kambing (accessibility) is in normal conditions, it only takes an about 15 (five) minutes using a motorboat from the crossing dock station of the Poto Tano Peninsula. Mandiki Island is a small rocky hill, with 0.24 hectares. Gili Mandiki is also famous as a place for nesting seagulls. The waters around Gili Mandiki are shallow waters and flat reefs, mainly in the southeastern part of the island which has high quality and conservation value, it is very interesting for diving and snorkeling activities. Potential diving spot with basic facilities and locations, which are designed with no fishing zones. The journey to Gili Mandiki (accessibility) is in normal conditions, it only takes about fifteen minutes by a motorboat from then crossing dock station of the Poto Tano Peninsula. Paserang Island meadow is mostly savanna, with an area of 45.77 hectares. In the west there is a hill that extends from north to south. The coastal area of Gili Paserang is surrounded by white sandy beaches. Beautiful coral reefs and mangrove forests cover the west coastal of the island. The clear waters of the sea and beautiful coral reefs provide a very beautiful and interesting diving area. The character uniqueness of the island is combined with the beauty of wide coastal and white sandy. The journey to Gili Paserang (accessibility) is in normal conditions, it takes about by motorboat from the crossing dock station of Poto Tano Peninsula.

3.2 The Characteristics of the coastal area of the Poto Tano Peninsula

The Poto Tano Peninsula is a barren hill and white coastline that extends westward, pass the coastal of the Kiantar village and coastal of Tua Nanga Village. While along the east coastal, there are white sandy beaches and most areas are overgrown with mangrove forests. Along the hill is the area owned by the Regional Government and partly belongs to the local community. Based on the characteristics of the hilly area of the Poto Tano Peninsula, several eco villas are able to be built separately. At the edge of the hill area in the west is also be able to be built hobbit house-style facilities. In the northeast part of the peninsula, the trade center was developed with port facilities, restaurants, shops, public spaces, farmers' markets, culinary centers and fishing markets. Bajo tribe is the dominant ethnic group in this region that has a unique coastal

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 community with its distinctive culture and stylized bunk house painted brightly scattered along the coast. Poto Tano Village, which is the main village in the Gili Balu Region, has characteristics that are very suitable to develop as a marine ecotourism village. In addition to the relatively small village, the Poto Tano Village Center is also located along the coastal of the Poto Tano Peninsula extending to the south.

1. Development planning for tourism facilities in the Small Islands of Gili Balu Region, Poto Tano, Sumbawa Barat.

This discussion covers the current conditions of the small islands of the Gili Balu Region and the development planning of the core area and supporting areas of the Gili Balu Region.

4.1 Current conditions

The current condition of the Gili Balu Region, overall there is no tourism development activity. From the eight islands in the Gili Balu Region, only two islands have tourism activities, namely Kenawa Island and Paserang Island. Paserang Island has been managed by PT Nusantara Oriental Permai since in 2012 for the development of marine tourism. To support tourism activities in Gili Paserang, Nusantara Oriental Permai, Ltd. has built tourism facilities in the form of nine eco villa units and other supporting facilities. While in Gili Kenawa has been built two Hobbit House units by Eco Regions Indonesia Ltd. and others facilities has been built by the West Sumbawa Regional Government, in a very limited number of barges, the homeports and other facilities. In six other small islands, since 2013 there has been no tourism development activity by PT Eco Regions Indonesia, a collaborative partner of the West Sumbawa Regional Government in developing ecotourism destinations in the Gili Balu’ Region of Poto Tano in West Sumbawa. This is closely related to the issue of border boundary disputes between Sumbawa and West Sumbawa regencies, where one of the Gili in Gili Balu’ Region, namely Gili Kalong, is on the disputed border line. Related to the development planning of small islands for the development of tourism infrastructure, in order to support the development of ecotourism destinations in the Gili Balu’ Region, the essence includes the development of tourism infrastructure and other supporting facilities, maintenance of tourism facilities, sustainable tourism development, and community empowerment, carried out according to the design of management site of the Gili Balu’ Region by 2017.

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4.2 Development planning of Core and Supporting Areas

The core area is the main area in the development of the Gili Balu Region, mainly intended for infrastructure development and tourism facilities. The core area covers the entire land and waters of the small islands in the Gili Balu Region which are used for tourism activities. The development planning of Kenawa Island includes water recreation, diving, snorkeling and water sports. The development of exclusive resort is completed with restaurant and spa facilities. Each resort-style bungalows have private beach access. Hills area will be managed for nature landscapes with footpaths. The Coral area off the coastal as a reef park sanctuary. The development of Kalong Island is a combination of eco-village development and Agro-forestry area. On the north coastal suits to be develop the rural tourism with a combination of resorts and private residences, equipped with water sports facilities. At the foot of the hill is able to be built the eco-villa. Whereas the beautiful beach in the northeast is suitable for beach resort development. The development planning of Namo Island is very suitable for nature tourism and water sports. The hilly area has the potential to build hobbit- style houses. In the northwest part suits to be built the villas are able to be combined with local gardens. Hobbit houses that resemble mountain dwellings are planned in steep and rocky soil stretches that create a minimal visual impact. The development planning of Ular Island includes facilities with the concept of a honeymoon with personal services. From bungalows, tourists can visit other islands by water cab. The development planning of Belang Island suits for the location of the Marine Research Center. Whereas in shallow waters it very ideal for shark breeding locations. On the southwest slopes with beautiful scenery suits as the location of villas and bungalows. Three star hotels accommodation combined with shark breeding and various marine research facilities. This island also has the potential to muck diving and blue water mangrove diving. Between Gili Kambing and Gili Belang will create a high population area for the breeding of sharks and other high-value species and provide a strong foundation for sustainable eco-tourism, so that it attracts snorkeling lovers, diving and sea lovers who make special trips to see these sharks and other marine biota are very fascinating. The development planning of Mandiki Island has the potential of snorkeling and diving areas with basic facilities and mooring locations. A dive site designed with a no-fishing zone, and other supporting facilities. The development planning of Gili Paserang has enormous potential for developing water leisure, diving and snorkeling, water sports, and eco-villa facilities. It has already been developed by PT Nusantara Oriental as a marine

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 tourism. The development of Poto Tano Peninsula is a new city with various of accommodation and private housing creating an entrance to the Gili Balu Region. City development follows the natural shape of the landscape. The concepts are existing villages and new tourist villages. Along the hill, several eco-villas are able to be built and will be placed separately. In the northeast part of the peninsula, the trade center was developed with port facilities, restaurants, shops, public spaces, farmers' and fishing markets. Whereas the supporting area is an area prepared for the development of non-tourism industries, which is directly able to support tourism development in the Gili Balu Region. The supporting area includes residence areas, cultivation Areas, conservation areas, research and education, fishing areas, plantation areas, and other business activities in the Gili Balu Resort, Poto Tano, West Sumbawa.

5. Community Development and Empowerment

The empowerment and development planning of the local community in the development of ecotourism destinations in the Gili Balu Region of Poto Tano in West Sumbawa is the first priority to be executed. The direction of policy development and community empowerment in tourism development in West Nusa Tenggara is legally regulated in Article 33 of West Nusa Tenggara Provincial Regulation Number 7 of 2013 concerning the main plan of Regional Tourism Development of West Nusa Tenggara Province in 2013-2028. In addition, in Article 15 of the Cooperation Agreement between the West Sumbawa Regional Government and The Indonesian Eco Regions Ltd. also regulates the development and empowerment of the community. Community empowerment and development, means involving the local community directly in tourism development. Involvement of local communities directly in the development of ecotourism destinations in the Gili Balu Region, Poto Tano Sumbawa Barat, especially in the coastal area of the Poto Tano Peninsula. Poto Tano Village, which is the central and main gate of the Balu Region, was originally designed as a maritime ecotourism village, with a modern city concept and layout, equipped with shopping and culinary centers. Furthermore, two other villages gradually located on the coast of the Poto Tano Peninsula, namely the Old Nanga Village and Kiantar Village are also prepared to become a marine ecotourism village. Whereas Tambak Sari Village is intended as a center for cultivation or shrimp and fish farms. In general, development planning and empowerment of local communities in the development of ecotourism destinations in the Gili Balu’ Region of Poto Tano in West Sumbawa includes activities that are directly able to contribute the benefit to community, both in terms of economic, social-culture, political and environmental. In the plan, the company will employ local workers

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 with a ratio of at least 70% according to their expertise. Likewise in the supply of goods and services, the company will buy goods and services through local community trade. In addition, in each proposed activity, the company socializes to the local community as part of business planning, and makes a collective agreement to prevent the occurrence of social and environmental impacts. The company respects the rights of the local community by preventing conflicts between tourist activities and the traditions or culture of the community. The company protects local residents by refusing to buy products that are empowered the children. Every business activity in the Gili Balu Region should implement a policy against the practice of commercial exploitation of minors, especially children and adolescents, including sexual exploitation. Workers should be treated humanely. Legal protection of employees should be respected and employees must get the right to proper wages. All tourism business actors in the Gili Balu Region should pay wages in accordance with the minimum wage standards set in Indonesia.

2. Conclusion

Based on the results of discussion and analysis of data, it is able to be concluded as follows: firstly, the results indicated that the potential tourist attraction of the small islands of the Gili Balu Region and the coastal area of the Poto Tano Peninsula has specific characteristics. These characteristics, mainly in terms of area, topography and natural conditions are very unique and interesting. In addition, the location of Gili Balu Region is in a very strategic position and can be accessed from other islands, such as Lombok Island, Moyo Island, Gili Terawangan, Gili Meno and Gili Air. Secondly, with the beauty and diversity offered, the Gili Balu’ Region has a great opportunity to be developed as a new ecotourism destination in West Nusa Tenggara, which is equipped with classy and quality infrastructure facilities. Planning for the development of tourism facilities on the small islands of the Gili Balu’ and coastal areas of the Poto Tano Peninsula includes the construction of tourism infrastructure, maintenance of tourism facilities, sustainable tourism development, community empowerment and regional development. Thirdly, in the development of ecotourism destinations in the Gili Balu Region of Poto Tano in Sumbawa Barat, the development and empowerment of local communities is a first priority that must be done. In general, the community empowerment and development plan activities in the development of ecotourism destinations in the Gili Balu Region of Poto Tano inWest Sumbawa area includes activities that can directly benefit the local community, both in terms of economic, social-culture, political and environmental.

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References

Inskeep, Edward. 1991. Tourism Planning and Integrated Development Approach. New York: Van Nostrand Reinhold. Kusmayadi, Endarsugiarto. 2004. Descriptive Tourism Statistics. Jakarta: Main Gramedia Library. Middleton, V, T.C. 1995. Marketing in travel and Tourism. Buttenwoorth- heinemann Ltd. Linance House. London: Jordan Hill, Oxford OX28DP. Nusrisyah, S. 2001. Plan for the Development of Physical Marine Tourism Areas in the Indonesian Coastal Areas. Indonesian Park and Landscape Bulletin. Planning, Design and Management of Volume 3, Number 2, 2000. Bogor: 133 Landscape Architecture Studio, Faculty of Agriculture, Bogor Agricultural University. Paturusi, Syamsul Alam. 2008. Tourism Area Planning. Denpasar: University of Udayana Press. Sukarsa, I Made. 1999. Introduction to Tourism. Denpasar: Ministry of Education and Culture of East Indonesia Higher Education Cooperation Agency. West Sumbawa Regent Regulation Number 39 of 2013 concerning Management of Gili Balu 'Areas for Tourism Development in West Sumbawa Regency. West Sumbawa: Legal Section of the Regional Secretariat. Putra, I Nyoman Darma. 2015. Bali-based Model Community Tourism. Denpasar: Book Meaning. Sebastian, Vengensay. 2003. A Conceptual Model of Tourism Destination Competitiveness and Attractiveness. Anzmaz 2003 Converence Proceedings Adelaide 1-3 Descember 2003. Spillane, JJ. 2002. Economic Tourism History and Its Prospects. Yokyakarta: Kanisius. Suwantoro, Gamal. 2004. Basics of Tourism. Yokyakarta: Andi. Syamsu et al. 2001. Application of Planning Ethics in Tourism Areas, Case Study in Salak Pondoh Agrotourism Area, Sleman Regency, Special Region of Yogyakarta. Jakarta: LP3M STP Tri Sakti. Vol. 5, No. March 3, 2001. Law of the Republic of Indonesia Number 10 of 2009 concerning Tourism. Jakarta: Bumi Aksara. Yoeti, Oka, A. 1996. Introduction to Tourism. Bandung: Space.

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वेदोपिनषसु पयावरणम् Dr.K.Kadambini Associate Professor Dept.of Education Rashtriya Sanskrit Vidyapeetha Tirupati

परत: आवृणोित इित पयावरणम्। कयािप जीवय अथवा समाजय परत: िवमान: समतपरवेश: पयावरणशदेन वियते। अथात् जनानां परत: िवमानानां मानवजीवनिवकासे कारणीभूतानां जड-चेतनपदाथानां समूह: एव पयवरणं भवित। जलमडलं, भूमडलं, वायुमडलिमित याणां समेलनेन पयावरणय संरचना भवित। एतािन ीिण तवािन एव पृिथवीथजीवानां जैिवकयां सपादयित। मानवजीवने पयावरणय थानं महवपूण भवित। पयावरणं िवना कयािप जीवय कपना कतु न शयते। एवमेव तादृश पयावरणय रणमिप मानवेन करणीयम्। अत: मानवपयावरणयोमये अयोयायसबध: भवित। पृिथवी-अप्-तेज-वायु-आकाशेित पभूतािन पयावरणय धनघटका: भवित। एतै: पभूतै: एव ािणनां शरीरं िनमतं भवित। एतेषां पभूतानाम् उपयोगेन मानव: वाणं जीवन रित। जगदुपिकालादेव पयावरणसंरणय ादुभाव: आसीत्। मानवानाम् उवासिनासाद दैनिदनयािभ: पयावरणदूषणमारधम्। सामिजकपरवतनेन सह दूषणानाम् आिधयमिप जातम्। आदमानवेन भोजनावासाद वथया जलय, कााना उपयोगेन कृतौ असतुलनं दूषणारधम्। दूषणय दुभावात् कृत संरियतुं ानिवानं िवकासियतुं कृितिनयममनुसृय वीयजीवनं यापियतुं ोसाहनं वेदेय: मानवै: ायते। पयावरणजागृित: नाम पयावरणीयघटकानां महवावगमनम्, तदनुकूलया आचरणम्, पयावरणीयघटकानाम् उिचतोपयोग:, तेषां संरणं संवधन।"अनता वै वेदा:"1। अत: पयावरणजागृितसबा: आधुिनका: अिप िवषया: वेदेय: ाुं शयते। वैदकवाये पयावरणम् इयथ 'वृतावाता'2 छदांिस अभीवार, औणत्, परिध: आवृता इयाद शदा: युा:। एतेषां शदानाम् अथ: भवित सुरापकार: इित। कृते: येकिमन् अिप कणे अतध: (आतरकशि:) परिध: (बाशि:) अिप भवित। अतध: येकय कणय कृते गत श च ददाित। परिध: कृते: रणं करोित। सविवधपरिधपपदाथशु परमामा भवित, य: सृे: संरक: भवित। उं च अथववेदे - सव वै त जीवित गौर: पुष: पशु:। येदं यते परिधजवनाय कम्।। 3

1 तैरीयसंिहता 3-10-114 2 वषणभूिम: वृतावाता - अथववेदे- 12-1-52 98

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सूमपरमाणुत: पयतं पयवरणं ामित। इदं िवं जल-वायु-वनपितिभ: आवृतमित इित अनेन ायते। यथा- ीिणछदांिस कवयो िव येितरे पुपं दशतं िवचणम्। आपो वाता ओषधयतायेकिमन् भुवन आपतािन।। 4 एतािन ीिण तवािन कृते: जीवानां च रणं कुवित। एतेषां तवानां रणं मानवानां दाियविमित अथववेदे वणतमित। ाचीनकालीन ऋषय: कृत देवतापेण मानवान् अवबोिधतवत: - सं ुतेन गमेमिह मा ुतेन िवरािधिष 5। कृितिनयममनुसृय वीयजीवनयापनाथ ोसािहतवत:। वगयवातावरणं िनमातुम् आदवत:। अमाकं संकृतौ मानवानां जीवनम् अरये आसीत्। ाचीनकालीनगुकुलािन, आमा: वा अरये नदीतीरेषु पवतेषु िनमयते म। कृतौ जीवनयापनेन जीवनं सहजं सरलं च आसीत् ाचीनकालीनमानवानाम्। अत: मनुयाणां मन:, बुि:, शरीरं च शुं, वथं चासीत्। जीवनपयावरणयो: परपरं सबध: आसीत्। अत: वैदककालत: मानव: दीघायुयं, वायं, जीवनशि:, पशुवृि:, धनं, िवानम् इयाद िवषयेषु जागक: आसीत्6। वेद-उपिनषद्-पुराणादषु सूय-अि-जल-वायु-इ इयाद देवतानाम् उपासना: एव धानतया िनदा:। पयावरणय महवं ावैव कृितवैपरीयानां कपनां कृवा िवशाते: भावनया शाितपाठ: कृत:। यथा- शं नो वात: शं नतपतु सूय। शं न: किनदद् देव: पजयो अिभवषतु।।7 ौ: शाितरतरं शाित: पृवी शाितरापशाितरौषधयशाित: वनपतय: शाित: िवेदेवा शाित: ा शाित: रेवा शाित: सामा शाितरेध।। 8 पृिथवी, जलम्, वायु:, आकाशं, चसूयादिभ: सिहतं समतभूमडलं पयावरणं भवित। एतादृश पयावरणय संरणाथ वैदकवाये एतान् देवतापेण मयते। यै: ाकृितकपदाथ: जीवानां शरीरय िनमाणं भवित, तेषां मनसा, वाचा, कमणा च संरणम् अमाकं कतम् इित वेदेषु िनदम्। शुता पिवता च ाकृितकपदाथानां वभाव:। तय संरणं मानवानां कतम्। पयावरणदूषणिनवारणाथ ययागादय: अयतसरलोपाया: भवित। अनेन वायो:, जलय, अय च शुीकरणं भवित म। वनानां संरणं, पशुपालनम्, शौचम्, अहसा च ययागादषु अिनवायतया पालनीया: भवित। वैदककालीना: जना:

3 अथववेद: 8-2-25 4 अथववेद: - 18-1-17 5 अथववेद: 1-1-4 6 अथववेदे -19,17,1 7 यजुवदे 36,10 8 यजुवदे 36,17 99

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वैदकथान् अनुसृयैव जीवनं यािपतवत:। स एव तेषां धम आसीत्। अत: पयावरणदूषणसमया एव नासीत्। पयावरणसंरणिवषये संिहतासु अनेकधारणा: उपलयते। सुखं, शाित:, अहसा, कयाणां च अिभलषत: िवांस: कृतौ िवमानजडचेतनपदाथानां, पभूताना यत् सामय तय संरणाथ देवतान् ाथतवत: - मीशानं जगततथुषपत िवािन देव सिवतुदुरतािन परा सुव। यदभं त आ सुव । वित न इो वृवा:, वित न: पूषा िववेदा:। वितनतायऽरनेिम: वित नो बृहपितरदधातु।।9 उपिनषकाले पयावरणय वपं वछम् आसीत्। तिमन् समये ऋषय: आमसााकाराथ वनेषु िनवसत: आसन्। अययनमिप शातवातावरणे आसीत्। गुरव: िशया शातवातावरणे ानायथ यतते म। आयािमकानायथ शं,वछं, शातं च वातावरणम् अिनवायमासीत्। उं च - वालुकाितवजते शदजलायादिभ:। मनोऽनुकूले न तु चपीडने गुहािनवातायणे योजयेत।। 10 सुखं शात च अिभलषत: ऋषय: शाित:-अहसा-सयम् इयेषां महवितपादनाथ शाितमा: उा:। यथा- शं नो िम: शं वण:। शं नो भववयमा। शं न इो बृहपित:। शं नो िवणुम:। नमो णे। नमते वायो। वमेव यं ािस। वामेव यं वदयािम। ऋतं वदयािम। सयं वदयािम। तमामवतु। तारमवतु। अवतु माम्। अवतु वारम्।। शाित: शाित: शाित:।। 11 भं कणिभ: ुणुयाम देवा:, भं पयेमाििभयजा:। िथरैरगैतुुवागंतनूिभ:, शेम देविहतं यदायु:।। वित न इो वृवा:, वित न: पूषा िववेदा:। वित नतायऽरनेिम:, वित नो बृहपितदधातु।। ओम् शाित: शाित: शाित: 12

9 यजुवदे 47,48,49 10 ेतातरोपिनषद् 2-10 11 तैिरीयोपिनषद् 1-1 12 ोपिनषद् - मगलाचरणम् 100

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अे नय सुपथा अमान् िवािन देव वयुनािन िवान्। युयोयमुराणमेनो भूियां ते नमै िवधेम।। 13 इित अनेन शाते: वथापनाथ दुकाय: िनवय मोमाग नयतु इित अिदेवं ायते। उपिनषसु सयय, धमय, पयावरणथ जीवानां च संरणिवषयकमनुशासनमिप उपलयते । यथा - सया मदतम्। धमा मदतम्। कुशला मदतम्। भूयै न मदतम्। 14 यायनवािन कमािण। तािन सेिवतािन। नो इतरािण। ययमाकं सुचरतािन। तािन वयोपायािन। नो इतरािण। 15 एष आदेश:। एष उपदेश:। एषा वेदोपिनषत्। एतदनुशासनम्। एवमुपािसतम्। एवम् चैतदुपायम्। 16 सित जनसंयावृिकारणेन पयावरणसबघटकेषु असतुलनं दृयते। याणसाधनेय: िनसृतधूमकारणेन, कमागाराणां चालनेन, विनवधकानां योगेण, ािविधकसाधनानाम् उपयोगेन च पयावरणदूषणं सायते। फलत: भूताप: वधते। अ धानं कारणं भवित, जनेषु पयावरणं ित ाया: अभाव:। पृिथाम् उपलयमानानां ाकृितकोतसां दुपयोग। यद एतादृशी एव िथित: अनुवतते, तह पृिथां ािणनं जीवनमेव ककरं भिवयित। अत: पृिथां िथतानां सवषामिप जीवानां ाकृितकसतुलनेन पयावरणरणं सभवित, येन वयम् अमाकं भािवसतित भािव जायमानदुपरणामेय: रणं कतु शुम:। सदभथाः 1. वेद म पयावरण एवं जलसंरण – Dr. punit bisariya, 2009 2.संकृतसािहय म पयावरण एवं कािलदास क वनपितयाँ – Dr. Mayaram Uniyal, Chaukhambha Orientalia, 2009 3. संकृतसािहय एवं पयावरण – Prof. Sushma Kulshrestha, Prof. Lakshmi sukla,Dr. Abha kulshrestha, 2011 4. संकृतसािहय म पयावरण का महव, Dr. Santosh Kumar Mishra, Shivank Prakashan , 2013 5. पुराणसािहय म पयावरण-संरण, Nanjala Rathour, 2001, Decent Books,New Delhi.

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ANALYZING THE CLASSIFICATION OF DREAM INTERPRETATION IN OROMOO SOCIETY: THE CASE OF ILUU ABBAA BOOR AND BUUNNOO BEDDELLEE ZONES

Bekele Edessa Dhibba Tewodros Adugna Debelo Department of English Language & Department of Afaan Oromoo & Literature Literature Faculty of Social Science & Mettu University, Mettu, Ethiopia Humanities Mettu University, Mettu, Ethiopia

Wakgari Tesfaye Fetene Department of Afaan Oromoo & Literature Faculty of Social Science & Humanities Mettu University, Mettu, Ethiopia

Abstract The purpose of this study was to assess the classification of dream interpretation of Oromo people. To this end, Ilu Abba Bor and Bunno Bedelle zones which are found in Oromia region is selected. The population of the study was the society who has lived in the two zones. Hence, the respondents of the study were from eight woredas of the two zones. Descriptive survey research design was used to describe the subjects of the study. Non-probability sampling which is known as purposive sampling was used to select the eight woredas from the two zones and, snowball sampling technique was used to select a number of study units from a defined population. The instruments used to collect data were semi- structured interview, focus group discussion and document analysis. The findings of the study indicated that the role of a dream in a community was not recognized by the young generation. Unless the elders give awareness the importance of a dream, it is demanding to transfer to the young generation in the two zones.Finally, recommendations were forwarded based on the major findings of the study so as to protect a dream from disappearance. So, the new generations, elders, government officials, NGO’s, Higher Educational Institutions, Language and Literature researchers, and others, should play their roles to transfer it to the coming generations. Key words: Dream, Interpretation, Laguu, Safuu, Milkii 1. BACKGROUND OF THE STUDY Culture is regardedas a set of rules governing behaviors that create shared traits and customs among people. Bruin (2002) supports the above idea in that; culture is used by a group of people commonly for daily interaction. In addition to the above suggestion, Hudson (1996) states that culture is something in which people share different knowledge from each other in different ways. Similarly,

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 according to (Lyon, 1986) cultural is a knowledge that is acquired by social interaction. This suggestion indicates that culture is formed by a group of particular people, and it is used for different purposes for our daily lives. The word culture, therefore, covers many things; it is a broader term, such as the way of people living, the manner in which a particular society behaves and acts,and their physical as well as intellectual achievements. In addition, culture comprises the way of social interaction and other related issues of human beings. For that reason, culture is a comprehensive concept and covers all concerns of a specified society. Folklore is, therefore, a component of culture; it is one concern of a society. Regarding the meaning of the term folklore, different suggestions were raised by different scholars in different ways. Accordingly, Krappe (1965) suggests that, folklore is a science that is used to remind the ancient history of a human being and forecast the forthcoming events. On the same way, Peek and Yankah (2004: xi) supports the above suggestion as follows: “Folklore is the esoteric traditions expressed in the form of artistic communication used as operational culture by a group within the large society.”This indicates that folklore plays a vital role for social contact and it is a means of cultural beauty. As to Misganu (2011) cited in Brunvand (1997), “Folklore is used as apillar of interaction, a mirror of culture and a prospective screen of personality. It also, responses to individual needs, and it is an artistic expression with its own structure and aesthetics. In the same way, Finnegan (1972), states that folklore is a collection of social knowledge. Hence, folklore is a mirror in which a social interaction is perceived in it. Depending on all these suggestions, folklore is storage of social knowledge in that the society practices their daily activities by a means of oral communication,by a means of an action and using different expressions. It also tells us something which happened in the past and helps to predictsomething that is going to be occurred in the future. Dorson (1972) classifies folklore into four. These are: oral literature, social custom, social art and material cultural which are called (ogafaan, duudhaa hawaasaa, oguma soch ii qaamaafi wanta aadaadha). Social value is one aspect of folklore. Hence, as to (Vannin, 2003), social value is believed as a reality and it is acknowledged by a particular society.This includes: dream, omen, taboo and value which are known as (abjuu, milkii, laguu, and safuu) respectively. Dorson (1972) classifies social ethics into four major categories. These are: recreation and different games, homemade treatment (traditional medicine), social belief, holiday and festivals. On the other hand, dream is a branch of folklore that is thought and used by a certain society, and it is supposed as a

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 certainty.It is an imaginary event seen in the mind while sleeping. As regards the meaning of a dream, Freud (1965) states that: it is a representative of picture, idea, mental state and feeling of human being which is realized while sleeping. It is believed that the content and reason for dreaming is not clearly understood. Additionally, he believed that a dream may have a relation with a deep interest of someone and a fear to recall something which was occurred during a childhood. As to Wolman (1960), “dream is a part of sleep and sleep is temporary refusal to face the outside world.” Dream plays a great role in Oromo society in their day to day interaction. Since it is believed as genuineness by the society, a special consideration should be given to it. If the interpretation of a dream is good, it is acceptedpositively. Even if themeaning of a dreamis not good, it is advisable to give an optimistic meaning rather than the denotative meaning because a dream should be interpreted contextually. The people thought that the meaning of a dream relies on its interpretation rather than the direct meaning. This is called, “abjuun hiika baddi,” Accordingly, the meaning of a dream is interpreted differently depending on the way an interpreter understands and gives meaning. A dream has sometimes been understood and interpreted with interrelated meaning by different people. This can be something which is joyful, terrify or frightened. A dream may also be either remembered for a long period of time or forgotten in a little while.In addition, a dream helps us to give warning or to predict something that will happen in the future for the reason that it is usually a hope or wish. Depending on the above general concepts, the researchers analyzed the classification of Oromo dream in the case of Ilu Abba Bor and Bunno Bedelle zones. Statement of the problem A dream is one aspect of Oromo people’s norm. Thus, a special room has been given to it by the people. The society gives incredible consideration and a special customary respect to a dream which is known as “Safuu.” A dreamer (someone who dreams) often asks the elders the meaning and the rationale behind his dream.Therefore, the function of a dream is expressed as follows: “If a dream is all right, the opportunity will be okay, too.”In Oromo culture, while people washing their hands in the morning, they pray for their Supernatural being by saying: ‘Dear Lord, thanks for your protection during the whole night; and please, be with us all through the day!’ Worthy dreams be carried out! And the evil ones should be demolished! So, in order to implement every activity, someone relies on his/her dream. Furthermore, to conduct a traditional marriage dream is also taken into account by the society. Therefore, the people give special emphasis for a dream in day to day activities. This is the underlying rational that initiates the researchers to embark upon this study.

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Concerning this issue other researchers conducted a research depending on the meaning of a dream in general. Accordingly, Wayinitu (2013) has conducted a research on the general meaning of a dream. The researcher has tried to find out in her research the general interpretation of a dream. So, the researchers believed that the above research has its own drawbacks. Therefore, they thought that it is important to classify the meaning of a dream into different category. Besides, when the researchers have reviewed different literatures no one has actually conducted a scientific research on the topic in the case of Oromo of Ilu Abba Bor and Bunno Bedelle zones. Thus, no study did not address about how meaning of a dream is analyzed and interpreted in these two zones. For that reason, the researchers initiated to conduct a research on the title. As a result, the researchers designed the basic research questions in order to meet the objective of this study. Therefore, this study intended to cover the following research questions: 1. What is the source of a dream for the Oromo of these two zones? 2. What are the divisions of a dream in this research area? 3. Is there a special procedure to interpreter a dream? 4. What is the importance of a dream for the society of this research area? 3. Materials and Methods In this study, a descriptive survey study design which involved qualitative techniques of data collection was employed. This research design has been used because it is very important to describe the existing situation in relation to the actual performances of oral literature in general and the content of dream in particular. As to Addunyaa (2011) qualitative research design helps to describe data gathered from written texts, Group discussion, observation and etc. Data source is one of the most important and vital aspect of any research studies that validates the research work. Normally data have been gathered from two sources namely primary and secondary. For this particular research (the content of dream and its classification), the primary data were selected from Oromo elders whereas secondary data is acquired from related documents or written literary texts. The target participants of this study were selected from Ilu Abba Bor and Buno Bedelle zones. Therefore, the subjects of the study were all residents of both zones without any discrimination. This research was focused on Ilu Abba Bor and Buno Bedele Zones and the subjects of this research were different stakeholders. They are literate and non-literate elders, religious and community leaders and traditional ritual performers. From the two zones eight Woredas were selected with simple random sampling technique. Four Oromo elders were selected from each woreda. Hence, 32 informants were selected from all woredas by giving due consideration to both sexes. The selected elders from the community were taken as a subject for the study from selected woredas based on

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 purposive and Snowball samplings. In addition, one culture and tourism office holders from each woreda were also included. Generally, 40 individuals were selected as a sample of the study. To gather reliable and valid data, three instruments were used in the process of collecting necessary data for the study. These were interview, focus group discussion and document analysis. To generate comprehensive information about oral literature from the elders, it is very useful to conduct interview. More than any other data collection tools, an interview gives the interviewer a unique opportunity to probe for clarification and in depth information on the topic of interest. Hence, the researchers used structured and semi structured interview for both Culture and Tourism office holders and selected elders for the study.Focus group discussion was the second data gathering instrument. From two woredas of both zones eight males and eight females were participated in focus group discussion for two different days. The discussion was held for one hour per day for two separate groups and the expected information was gathered. Document analysis was another tool used to analyze related document collected at Culture and Tourism office to triangulate the data obtained through interview to get insights regarding the role of dream content and its classification in different settings. This study, as stated above, encompasses only qualitative research approach. In this way, data from interview of the elders and office holders were analyzed qualitatively. First, the raw data were grouped based on its homogeneity, and then it was analyzed carefully. In addition, data from the document was also analyzed qualitatively. Then after, the data obtained from both tools were triangulated according to their meanings classified, analyzed and reported in words. 4. RESULT AND DISCUSSION In the Oromo people interpreting a dream for oneself and other is known. From the Oromo people’s tribe the Ilu Abba Bor is one. Like other Oromo society the Ilu Oromo also interpret the meaning of a dream. Thus, the meaning of a dream in Ilu Abba Bor has been analyzed by the researchers based on the data gathered from the informants. Accordingly the next analysis focuses on dream interpretation of Ilu Oromo. 4.1. Source of Dream The people see the source of dream in different angles. Some of them relate with standard of life. According to the informants someone dream the life he/she is living. This may be ambition. So the people have a proverb concerning this type of dream. They say, “Abjuun bara beelaa buddeena” literally, the dream during famine is bread. This means, if someone thinks about bread at the day time, in the night he/she might dream about the bread which he can’t get it. The others relate a dream to God. They believe that God brings every good or bad thing that

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 happened in someone’s life through dream. At this time the person may adjust his/her way of life according to a dream that has been seen. 4.2. Classification of Dream Based on Meaning Because of the meaning given for a dream based on life experiences, it is difficult to classify a dream based on its meaning. But based on the data from informants a dream can be classified in to different categories. This classification may not be enough to identify dream of one people. So, this dream classification is discussed as follows: 4.2.1. Dream Interpreted to Opposite Spot A dream may sometimes be translated to opposite spots. For example, if someone usually cries or laments, it may be believed as good fortune; he might get happy. Contrary, if someone is cheerful, giggle, chant or something related to this, the person might get gloomy (Asefa, 1999). 4.2.2. Dream Related to Nature Wind: Wind is interpreted to blessing or something hopeful. The blowing of wind itself determines its meaning. If the wind blows slowly, it is good blessing. On the other hand, if the wind blows hard it is believed as scolding. Fire: Seeing fire in dream is interpreted as something that will happen in someone’s life in the future. Besides, if the fire is very hot it is perceived as achievements. If it didn’t have embers or red, hot fire, firebrand it is interpreted as disease. When a blazing fire comes down from heaven it is interpreted as the person who saw the dream made a mistake to the society. He has no truth for things he had done. Also, if someone saw a fire which didn’t have smoke, it has been believed as the person will see difficulty in the future Earthquake: Tremor is great events that happen in this world. Seeing the earthquake in dream is interpreted to events that will happen in someone’s life. When the shake of mountains and hills were seen, it is believed as the leaders of the country have been failing in corruption. On the other hand, if a person is hurt by earthquake, it is interpreted as suffered by disease or death. Seeing someone who is in confusion with earthquake, it is supposed as the trouble might be happened in one’s own family. Water: Swimming clean water in a dream is perceived as poverty; whereas, swimming impure or muddy water is seen as prosperity. Alternatively, if someone taken by water in dream it is interpreted as submission by adversity. Crossing the river by swimming is surmounting or winning contemplate. On one hand, drinking clean water in a dream is believed as the death of close relative who has lived abroad.

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Mud or Clay, Semi: seeing mud in a dream decoded as fear and anxiety. Clay or semi is the heap or pile of materials. If someone captured by mud and unable to come out from it, it is interpreted as strange trouble that will face his/her life. Someone who comes out from the mud is seen as the person will win affliction approaching to his/her life. Sun: The Sun is symbolized as father, mother and leader of the country. The person who saw arise of sun in a dream before marriage believed as he/she is going to marry. In the same way, if he/she saw after marriage it is understood as he/she will get power. Moon: seeing moon in dream is getting child, and getting moon itself is achieving success. If the person get black or dark moon, with in a short period of time he will face a problem. Stars: Seeing star in a dream is translated as an honor will be given to him/her from the society. If a person ate a moon in his/her dream he/she will get something from the leader of the country. Mountains and Hills: a person who dreamed about mountains and hills perceived as achieving something which is great. Similarly, climbing a mountain or hill is seen as an age increment of one’s life. 4.2.3. Dreams Interpreted to Death According to the data gathered from the informants, the following dreams are interpreted to death. Thus, destruction of the wall, demolition of roof, failing of big tree on the house (that is known as Hiiroon cabuu) the broken of griddle or oven, the removal of one’s own teeth, the broken of bed, disappearance of one’s own clothe, eating stomach or intestine, building new house, traveling by car, switching off light and the other related to these issues are interpreted to death. These are alienated in to different groups relating with the person the dream concerns. 4.2.3.1. Dream Interpreted to Death of the Dreamer The following dreams were interpreted with the death of the dreamer him/herself.  Wearing white clothe  traveling by car  Renting or buying a new car 4.2.3.2. Dream Interpreted to the Death of Relatives According the data from the informants of the research the following dreams are interpreted relating with the death of relatives. These relatives may be more close or apart. These are:  Eating stomach or intestine  Removal of teeth  Removal of fingers  Removal of dreamer’s body part.

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For example, if a tooth of someone is removed, it is assumed as the death a close relative. Therefore, the losses of teeth by itself determine the death of someone. If the spoiled tooth is detached it is interpreted as the death of an aged person. Contrarily, if unspoiled tooth is removed it is interpreted as the death of a child or a younger one. If the front tooth is removed, this is related with the death of relatives who has lived abroad. On the other hand, if the teeth are canines, premolars and molars, people give meaning as a close relative is going to die. 4.2.3.3. Dreams Interpreted to the Death of Husband The following dreams are interpreted to the death of husband.  Distraction of roof  Distraction of wall  Broken of bed  Losing of clothe 4.2.3.4. Dreams Interpreted to the Death of Wife The informants of the research responded that the following dreams are considered as the death of wife.  Extinguishing fire  Distraction of wall  When a marriedperson abolished a fire 4.2.4. Dream Deciphered to Getting Child The data which was gathered from informants illustrate that some dreams were translated relating to getting child. The sex of the child is also determined with in the dream. Hence, dreams related to war or fighting materials such as, weapon, gun, pistol, artillery or bullet are interpreted as having a son. On the other hand, dreams associated with getting gold, money and coin have been interpreted as getting a daughter. 4.2.5. Dreams Interpreted to War According to the data sources, there are dreams which are related to the occurrence of war in the society or the person him/herself. These dreams include: eating chili pepper, drinking local alcohol, making local alcohol, drinking coffee during a bunch, taking fire from neighbors, biting of a dog or an ox while entering into a house. For example, drinking alcohol in a dream interpreted as existence of something in the future that makes the person upset. This may help the dreamer to make him/ herself ready/adjust things. 4.2.6. Dreams Interpreted to Poverty Dreams like:  Shaving one’s own hair in blade,  Being bare or not to be covered with clothes: barefoot, bare face, bareheaded etc,  Cleaning a house and

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 Removing the filthy things out side of the house and others are interpreted to the occurrence of poverty in the future. 4.2.7. Dreams Interpreted to Wealth According to the interview made with the informants and focus group discussion there are dreams interpreted to prosperity. Due to having ambition of good wealthy, the people assume the following dream to be related with prosperity. If someone:  Goes into or enters to mud,  Falls or immerse into water,  Vomits on oneself,  Bringing out diarrhea,  Collects firewoods,  Lessening in bathroom and the like, the dreamer will get something in the future.  Also someone to be found between bunches of people it is believed that he/she will be rich. This is related with having a good wealthy. This is because the perception of people, that someone who finds himself within the group of people will be more affluent than someone lives alone. 4.2.8. Dreams Interpreted to Expelling Money Dreams that are interpreted to exposing more money are:  Washing clothes,  Taking shower,  Buying soap,  Washing one’s own hair,  Squeezing clothes and the like. If the dreamer saw those dreams the people assume that he/she will oust money. 4.2.9. Dreams Interpreted to lack of Triumph According to the interview made with the informants and focus group discussion there are dreams that are interpreted to lack of achievements. These are:  removal of big tree around the area which is known as “Mukti dhibaayyuu buqqa’uu”,  removal of pillar or stoke in the house,  being thrown into depth, 4.2.10. Dreams Interpreted to be Aged According to the informants of interview and focus group discussion the following dreams are interpreted to be aged. For example, if someone sees:  Untied belt,  Elongating one’s own hair,  Bringing out horn,

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 Ridding mule and etc. are assumed as he/she will live for a long time. 4.2.11. Dreams Interpreted to Infirmity The data that were gathered from informants illustrated that some dreams like:  Travelling by car,  Getting married,  Seeing apparition or ghost  Covering of fog or cloud over the country,  Wearing new clothes  Carrying a child and etc. has the meaning of illness in the society. 4.2.12. Dreams Interpreted to Getting Power As to the data from respondents’ dreams, such as:  Riding a horse  Climbing a tree  Holding hammer  Taking chair for oneself and others related to this illustrates the probability of becoming into power. The horse that the person rides will determine the meaning of the dream. If the color of the horse is white, it is interpreted as happiness. Hence, it is perceived as the person’s winning something in the future in his/her authority. 4.2.13. Sign of Dreams The Oromo people believe that dreams have not only a good fortune but also a bad fortune. The good fortune will bring pleasing things, and the bad fortune brings something which is awful. So the people make necessary alert for everything happening. Therefore, a good and a bad sign of dreams are discussed here under: 4.2.13.1. Sign of a Good Dream A dream is considered as good if the people perceive it is acceptable and useful in the society. This means, the interpreter gives its meaning based on the experience and knowledge he/she accumulated in his/her life. This is because a dream cannot be interpreted by all people. It needs specialty, endowment, and experience, understanding the society, knowing the taboos, good and bad. All people in the society do not know the meaning of a dream. The interpreter is known in the society as knowledgeable. But it is possible to give one’s own prediction. This is the reason why the society says “Abjuu keeyyuu hin hiikkattu” literally; you can’t infer your own dream. Good dreams are the sign of expectation, hope, and look forward to, ambition and aspiration. This said that someone lives in hope.

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4.1.1.1. Sign of an Awful Dream Like that of good dreams there are dreams perceived as terrible. These dreams are interpreted based on the culture, customer, value and life of the society. These were awful for their consequence after the dream had been seen. 4.3. Ways of Interpreting Dreams The data from the informants showed that interpreting a dream has its own way. Among these the first one is, telling the dream to someone who is known in interpreting a dream in the society. The reason is that, all people in the society can’t interpret dreams. It needs special gift, talent, knowledge and loyalty. Also, it needs knowing time of telling a dream to others. According to Oromo people dream can’t be told in the afternoon or at the night. Rather it has been told early in the morning. Additionally, if there is no one around to tell or interpreter the dream, the dreamer didn’t keep until he/she gets other person. But he/she told his/her dream to trees around the area because it is believed that trees will take bad things that comes to the person. The last but not the list one is, a dream interpreter should not say “Ihii” or create any sound when the dreamer told him/her dream because it is assumed as dream interpretation will determine its meaning. This means whether the dream is good or not, the interpreter had better respond positively.

5. Recommendations In the Oromoo people inferring dream for oneself and other is a common social custom. When the people interpreted dream they relate it with deferent things. As other Oromoo the Iluu Oromoo translate dream. The meaning of dream in Ilu has been analyzed by the researchers based on the data gathered from the informants. Accordingly, dreamshave been interpreted relating with opposite Spot, nature: (wind, fire, earthquake, water, mud or clay, semi, sun, moon, stars, mountains and hills), death, deciphered to get child, war, poverty, wealthy, expelling money, lack of triumph, to be aged, infirmity and/or getting power. According to the believe of the Oromoo people there are dreams that have good fortune and bad fortune. The good fortune will bring pleasing things. The bad fortune also brings awful things. This is called sign of dream. Interpreting dream has its own way. Telling the dream to someone who is known in interpreting dream, telling dreams to trees and interpreter can’t said anything while the dreamer told dreams. So, the philosophy of the Oromo People relating with dream and dream interpretation will need further investigation by other researchers.

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Reference

1. Addunyaa Barkeessaa (2011). Akkamtaa.Qorannoo Hujoo Afaan Oromoo. M ana Maxxansaa Artiistik. Oromiyaa, Finfinnee. 2. Alamaayyoo Haylee, Boshii Gonfaa, Daani’el Dheeressaa, Sanbatoo Bushaafi Umar Nuuree (1998). Seenaa Oromoo Hanga Jaarraa 16ffaa. Finfinnee: Berhanena Selam Printing Enterprise. 3. Freuds, S. (1965). The Interpretation of Dreams. New York: Avon. 4. ______. (1900). The Interpretation of Dreams. Trans. J. Strechey. Harm and Worth: Pengium. 5. Hall, C. S. (1985). “A Ubiquitious Sex Difference in Dream,” Revised Journal of Personality and social Psychology. Vol.46 no 3 pp 1109-1117. 6. Hobson, J. A. (1988). The Dream Brain. New York: Basic Books. 7. Krappe, A. M. (1965). The Science of Folklore. London: Methuen. 8. Mbiti, J. S. (1975). African Religions and Philosophy. London: Heinemann. 9. McClarly, R. W. & Hobson, J. A. (1981).“Rem Sleep Dream and the Activation- Synthesis Hypothesis,” American journal of Psychaitry. 10. Wayinituu Gadaamuu (2013). Hiikkaa Abjuu Oromoo: Magaalaa Naqamteerratti Xiyyeeffate. Waraqaa Eebbaa Guuttannaa Digirii lammaffaa.Oromiyaa, Naqamtee. 11. Wolman, B. (1994). Contemporary Theories and systems in Psychology. New York: Harper and Rau.

Acknowledgments

We would like to thank people who supported us while we were conducting the research. Among those, our deepest gratitude goes to Mettu University helping us in financial issues. Also, we want to thank our colleague for their invaluable idea support. In addition to this, we want to thank all data collectors who supported us in collecting data from the beginning to the end.

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GREEN MARKETING Sugandh Mittal Student University of Delhi Delhi

ABSTRACT:

The increased awareness of environmental stresses need to be highlighted through various studies, researches, articles, and programs through newspapers, magazines, television, and other media. Green Marketing is an attempt to qualify a product as respectful of the environment. Green products are generally made of recycled content and/or are intended for reuse, recycling or remanufacture. Usually they are non - toxic, energy efficient and durable. This paper highlights a simple framework regarding the benefits and scope of green marketing. The paper aims to discuss the green marketing mix and defines the methods for green marketing. Also, it attempts to discuss the threats of green marketing faced by the companies. The paper concludes with challenges faced by the companies in adopting green marketing

Key Words: Green marketing, green Washing, green marketing mix, green products, green policy

INTRODUCTION:

Green marketing is the marketing of products which are supposed to be environmentally safe, according to the American Marketing Association. Green marketing therefore includes a wide range of activities including product modification, changes in the production process, changes in packaging and advertising modification. Therefore, “Green Marketing " refers to a holistic marketing concept in which production, marketing consumption and disposal of products and services occur in a way that is less harmful to the environment. With increasing awareness of the implications of global warming, non - biodegradable solid waste, harmful effects of pollutants, etc., both marketers and consumers are becoming increasingly sensitive to the need for switch in to green products and services. While the shift to "green" may seem expensive in the short term, it will definitely prove indispensable and cost-effective in the long run. The environmentalism Three R's are: • Reduce • Reuse and• Recycle

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GREEN PRODUCTS AND ITS CHARACTERISTICS

Products produced using green technology that did not pose environmental hazards are referred to as green products. For the conservation of natural resources and sustainable development, the promotion of green technology and green products is necessary. By following measures, we can define green products  Products that are originally grown;  Products that are recyclable, reusable and biodegradable;  Products with natural ingredients;  Products containing recycled, non - toxic chemicals;  Products containing chemicals that are not harmful to or pollute the environment;  Products that are not tested on animals;  Products that have eco - friendly packaging LITERATURE REVIEW:

Dr. Rouf Ahmad Rather (2017) in his paper titled “ASSESSING THE PROSPECTS OF GREEN MARKETING IN INDIA” concluded that green marketing requires consumers to want a cleaner environment and to “pay” for it, possibly through higher prices, changed lifestyles or even government involvement. Green marketing should not be seen as just another marketing approach, but should be pursued with much more vigor, as it has an environmental and social dimension. Green marketing therefore takes on even more prospects and relevance in developing countries such as India. Dr. Meghna Sharma, Prachi Trivedi (2016) in their paper titled “Various Green Marketing Variables and Their Effects on Consumers‟ Buying Behavior for Green Products” suggested that green product prices should be kept at economic levels so that they can also be afforded by an average income earner. High prices are the greatest barrier to buying green products. There is also a need to raise awareness of eco - friendly products labels and brands. They must be informed of the eco-labels and eco-marks because it is difficult to identify eco-labels and eco-marks among other non - green products. Environmental advertising should be done so that consumers are not disguised with the green concept. Companies involved in “green washing " should be punished to give consumers a message that they can rely on green companies ' claims as " false green companies " are taken into account. Marketers must also concentrate on their consumers ' demographic profile while developing marketing strategies

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Ameet Sao (2014) in his paper titled “Research Paper on Green Marketing” argued that it is extremely important that green marketing becomes the norm rather than an exception or just a fad with the threat of global warming. The recycling of paper, metals, plastics and so on should be much more systematic and universal in a safe and environmentally harmless way. Consumers are prepared to pay more in green marketing to maintain a cleaner and greener environment. Consumers, industrial purchasers and suppliers must exert pressure to reduce the negative effects on the environment. Green Marketing plays an even greater role in developing countries such as India.

MANJUNATH .G.; GUNDUPAGI MANJUNATH (2013) in their paper titled “Green Marketing And Its Implementation In Indian Business Organizations” concluded business firms need to change their minds from traditional marketing strategies to green marketing strategies with an enormous investment in technology, R&D and through green marketing elements such as product eco-design, eco-labeling, eco-packaging, green logo to survive in the green competitive world and have a positive environmental impact Rashad Yazdanifard, Igbazua Erdoo Mercy (2011) in their paper titled “The impact of Green Marketing on Customer satisfaction and Environmental safety” concluded that due to the growing concern about environmental protection, a new market, the green market, is emerging. Companies must be green in all aspects of their business in order to survive in this market. Consumers want to identify with green-compliant companies who are prepared to pay a premium for a greener lifestyle. Green marketing is therefore not only an environmental protection instrument, it is also a marketing strategy. Prof. Anupam Panigrahi in his paper titled “Comparative Study of Green Marketing’s Effect on Urban Consumers and Rural Consumers” stated that companies should start organized and unified campaigns to raise awareness among customers about green marketing, keeping factors such as age, region and income in perspective, among others. In addition to keeping a finger on green marketing awareness programs, research and development expenditure should be increased as it brings new, innovative and better ways of producing, communicating and delivering green products and services. The government should promote the green concept of products and services and ultimately move towards a green economy, and the government should subsidize green efforts so that marketers can make use of green products and services at fair prices. Dr. Mohit Sharma in his paper titled “Green Marketing and its implication in India” concluded that green marketing includes a wide range of activities, including product modification, changes to the production process, changes in packaging and advertising modification. In the modern age of globalisation, keeping our natural environment safe has become a challenge. Now, most

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 individual and industrial consumers are increasingly concerned about environmentally friendly products. Most believe that environmentally friendly products can be used safely. As a result, green marketing has emerged that aims to market products and services that are sustainable and socially responsible. Now is the era of recyclable goods that are non-toxic and environmentally friendly. This is the new tune for marketers to meet consumers ' needs and gain better profits. Being the contemporary issue, comprehensive review regarding green marketing is lacking and hence the research gap is pertinent.

OBJECTIVES:  To define green marketing and characteristics of green product  To define the green marketing mix  To discuss the methods for green marketing  To explore the scope of green marketing in India  To review the threats in green marketing  To examine the benefits for adopting green marketing  To study the challenges of green marketing

RESEARCH METHODOLOGY: The research is descriptive in nature and focuses on the review of literature, newspapers, journals, websites and other reliable sources.

4 P’S OF GREEN MARKETING: GREEN PRODUCT:

Depending on the needs of customers who prefer environmentally friendly products, products must be developed. Products may be produced from recycled or used materials. Not only do efficient products save water, energy and money, but also reduce harmful environmental effects. The role of the marketer in product management includes providing market- driven trends and customer demands for green product attributes such as energy saving, organic, green chemicals, local supplies, etc.

PRICE:

Green pricing takes people, the planet and profits into account in a way that takes care of staff and communities ' health and ensures efficient productivity. Value can be added by changing appearance, features, customization, etc.

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PLACE:

Green place is about managing logistics to reduce transport emissions, thus reducing carbon footprint

PROMOTION:

Green promotion involves setting up promotional tools such as advertising, marketing materials, signage, white papers, websites, videos and presentations to keep people, the planet and profits in mind

METHODS FOR GREEN MARKETING

Business owners can do other things in their green marketing efforts, in addition to making an environmentally friendly product. In a green marketing strategy, the following may all be: • Use of environmentally friendly paper and inks for materials for print marketing • Total skipping of printed materials and electronic marketing options • Having a program for recycling and responsible waste management practices • Eco - friendly packaging of the product • Use of efficient packaging and shipping methods • Use of environmentally friendly energy sources • Take steps to offset the impact on the environment

SCOPE OF GREEN MARKETING IN INDIA

 Consumer demand: Indian consumers are emotional buyers, we observe that the Indian consumer does a lot of emotional buying when we study their buying behaviour. As we see that many Indian consumers are more oriented towards green products, the green market has a great opportunity to grow. The Organization in India has identified the need for consumers, they realize the need for ecological marketing, because they know that consumers demand products that are not only safe for them to consume but should also be environmentally friendly. Conscious and green customers prefer companies that supply products that are environmentally safe. Companies used green marketing today as a competitive advantage.  Corporate Social Responsibility: Organizations such as the Tata Group, Wipro, have carried out green marketing as an environmental and social obligation. They have undertaken various activities to encourage green

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activities. This is also in line with the social responsibility of the company where companies fulfill their obligations in the environment in which they operate.  Competition: Another growth area for green marketing is disguised by the competition of green marketing organizations. Other companies that do not adopt the green marketing strategy are pressured to adopt a competitive strategy in the industry.  Government Initiations: Today, the government is taking many initiatives to promote environmentally safe activities. They have laid down a number of policies and guidelines for companies to take environmental protection measures.  Cost efficiency: Green marketing has a greater scope in the current scenario due to its cost efficiency. In green marketing activities, recycling and reuse of materials are the main focus. Companies use technologies to reduce waste materials and also to reuse materials. These activities are safe and good for society and are need of the hour. THREATS IN GREEN MARKETING

 Balance between profitability and responsibility of the company: It is very difficult for various companies to strike a balance between profitability and social responsibility today. Profitability and social responsibility are important to sustain in the market today.  Costly raw materials: Green products consist of natural and safe materials that can be recycled and reused. These materials attract a lot of costs and because production is expensive, this also poses a threat to green marketing.  Competitor's threat: many competitors produce cheaper products than green products and thus act as a threat because most customers prefer to buy cheaper products.  Green Washing: different companies have identified the need for sustainable green marketing. Unable to produce green products, not every company pretends to produce green products and tries to mislead the consumers. This is referred to as green washing BENEFITS FOR ADOPTING GREEN MARKETING:

1. It helps to attract new consumer segments: Some customers may not buy your products because they are either unhealthy or pollute the environment. By improving your production practices and focusing on your product's health benefits, you can purchase new customer segments.

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2. It offers a unique product positioning: Compared with products which are not marketed as green, green products are often considered to be of superior quality. Companies can take the opportunity to place their products in the premium category. You can even charge your customers higher to recover the costs of green practice. 3. More product innovations are possible: Companies often need to rework and redesign their production practices and processes in order to be green. They may even need to introduce new technology for this change. These new processes and new technologies enable companies to experiment with the development of their products. 4. Consumer education and commitment becomes easier: Green marketing is a relatively new concept, not all customers know it. When enterprises are green, they can also encourage their consumers to go green. In addition, companies can engage their customers by means of green marketers. They can create competitions where customers can supply solutions to environmental problems. They can also release videos and podcasts to educate customers about the environmentally friendly use of their products. 5. Companies can become market leaders and influencers: The implementation of green practices will help companies to be product and process innovators, giving them the necessary competitive advantage. You can soon find yourself setting benchmarks for your competitors. They may even become leaders of the market. 6. Brand visibility and brand recall increases: Product innovations and unique brand positioning enable companies to gain brand visibility. The more green practices a company implements, the higher its visibility. The higher the visibility, the higher the value of the brand CHALLENGES OF GREEN MARKETING:

1. Need for standardization: Only 5% of marketing messages from “Green “campaigns are completely true and there is a lack of standardization in order to authenticate these claims. No standardization exists to authenticate these claims. There is currently no standardization to certify a product as organic. There will be no verifiable means unless certain regulatory bodies are involved in the provision of certifications. For such labelling and licensing, a standard quality control board must be in place. 2. New concept: Literate and urban Indian consumers are becoming more aware of the benefits of green products. But the concept for the masses is still new. The consumer must be educated and aware of the threats to the

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environment. The new green movements must reach the masses and this takes a great deal of time and effort. Indian consumers recognize the importance of using natural and herbal beauty products through India's ayurvedic heritage. Indian consumers are exposed to healthy living conditions such as yoga and the consumption of natural food. The consumer is already aware of these aspects and will be inclined to accept green products 3. Avoiding Green Myopia: The first rule of green marketing focuses on customer benefits, i.e. The primary reason why consumers first buy certain products. Do this right and encourage consumers to switch brands or even pay the greener alternative premium. It will not help if a product is developed that is completely green in different respects but does not meet the criteria for customer satisfaction. This is going to lead to green myopia. Also, if green products are priced very high, the market acceptability will be lost again 4. Encouragement: Consumers who know green products may not be excited about buying green products. Again, campaigns and the media are the instruments that can illuminate and encourage a ray in the masses. The effect of using green products may not be visible in the short term, but it can certainly affect the environment as a whole in the long term. To encourage them, the mirror of the future must be shown. 5. Lack of demand: In this era, a principle exists that consumers are the king. It means that companies must focus on consumer demand. To do this, they must produce the product at a low price and be immediately available. Many small companies therefore feel that it is not more profitable to go green. 6. Do not willing to pay for the premium: Recyclable material relatively expensive. However, consumers do not want to pay premium. For example, many stores such as Big Bazaar, Shopper Stop etc. offer very low cost jute bags or paper bags to carry the products. But people aren't prepared to pay 7. Requires enormous investment in research and development: Companies have to spend a lot of money on research and development because it involves new concepts, new technology that ultimately increases product costs. The biggest challenge facing some companies is not to spend a lot of time, money and effort in R&D and to launch non - green products. 8. Require enormous investment in promotion: Since many consumers are unaware of the green products and their importance, the company that plans to adopt the green marketing concept must invest heavily in

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promotional activities to inform consumers and make them interested in purchasing the products. 9. Risk to companies: There is no 100% assurance that the product will take up the huge market, cover the costs and make profit if the company promotes its product through the green marketing concept. There will therefore be more risk. CONCLUDING REMARKS:

Many people today believe that green marketing refers only to the promotion or advertising of environmental products. Green marketing actually involves the development and promotion of products and services that satisfy customers ' desires and needs for quality, performance, affordable pricing and convenience without damaging the environment. It includes a wide range of activities including product modification, changes in the production process, changes in packaging and advertising modification. Consumers around the world are increasingly interested in protecting the environment in the current scenario. Now we see that most consumers, both individual and industrial, are increasingly concerned about products that are environmentally friendly. Most believe that environmentally friendly products can be used safely. Findings also indicate, however, that consumers are not too committed to improving the environment and therefore more challenges must be overcome. Green marketing ultimately requires consumers to think green, think clean and feel environmentally friendly.

References BHASKAR , H. L. (2013, June). GREEN MARKETING: A TOOL FOR SUSTAINABLE DEVELOPMENT. INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT, IV(6), 142-145. Retrieved from https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2739324 Gaikwad., A., & Ingavale, D. (n.d.). A study of Consumer Awareness for Green Marketing. Retrieved from https://www.researchgate.net/publication/261031261_A_Study_of_Awar eness_for_Green_Marketing Jaju , A. (2016, August). A study of the Impact of Green Marketing on Consumer Purchasing Patterns and Decision Making in Telangana, India. Retrieved from http://trap.ncirl.ie/2278/1/aditijaju.pdf Narula, S., & Sabharwal, D. (2016). The Theoritical Study of Green Marketing in India: Its Importance and Need. Journal of Mass Communication and

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Journalism. Retrieved from https://www.omicsonline.org/open- access/the-oritical-study-of-green-marketing-in-india-itsimportance-and- need-2165-7912-S2-007.pdf SARKAR, A. (2012, September). GREEN MARKETING AND SUSTAINABLE DEVELOPMENT-CHALLENGES AND OPPORTUNITIES. International Journal of Marketing, Financial Services & Management Research, I(9), 120134. Retrieved from http://indianresearchjournals.com/pdf/IJMFSMR/2012/September/9.pdf Sharma, D. (n.d.). Green Marketing and its implication in India. Retrieved from https://ssrn.com/abstract=2520790 Sharma, D., & Trivedi, P. (2016, January). Various Green Marketing Variables and Their Effects on Consumers‟ Buying Behaviour for Green Products. V(1). Retrieved from https://www.ijltemas.in/DigitalLibrary/Vol.5Issue1/01-08.pdf Traistaru, A. (2013, August). A Look on Green Marketing Management. Business Management Dynamics, III(2), 111-114. Retrieved from https://ssrn.com/abstract=2734105 Yazdanifard, R., & Mercy , I. E. (2011). The impact of Green Marketing on Customer satisfaction and Environmental safety. Retrieved from https://www.researchgate.net/publication/268502673_The_impact_of_Gr een_Marketing_on_Custome r_satisfaction_and_Environmental_safety BHATTACHARJEE , D., & MUKHERJEE , S. (n.d.). “A Descriptive Study on Green Marketing Trends in India. Retrieved from https://ssrn.com/abstract=2794819 Green Marketing and its implication problem in Bangladesh. (n.d.). Retrieved from http://ssrn.com/abstract=1302311 Green Marketing Initiatives to meet Consumer Demands and Sustainable Development-Challenges and Opportunities. (n.d.). Retrieved from https://ssrn.com/abstract=2980017 Khedkar, D. (2015, Septrmber). Green Marketing – Concept, Awareness and Linkage with Consumer Purchase Decision. International Journal of Management Sciences and Business Research, IV(9), 14-18. Retrieved from https://ssrn.com/abstract=2739029

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REAL TO REEL OR BEHIND THE REALITY: RECONSTRUCTION OF NARRATIVES FROM LITERATURE TO FILM

Shyamali Banerjee Associate Professor/ IATE Professor T John Institute of Technology Bangalore

Abstract

Crossing a long way from technical inadequacies to competence, cinema has truly emerged as vital instrument for unveiling silences implied with the dominant discursive practices. Now it can’t be said that it covers a neutral transmission of some pre – given, apparently transparent forms of knowledge available in some pre – existent reality – e.g the arrival of the train or the smoke gushing out of factory chimneys etc. Rather its potentiality lies in establishing a discursive power over the masses which immediately helps uncovering all the conflicting emotions and tensions hidden in a particular discourse. The recent resurgence of such a typical narrative pattern as embodied in Hollywood movies termed as “historical genre movies”, is later reflected on a series of commercial Hindi movies which sustains the myth of either state patriotism or state antagonism as a tool to catalyze strategic diversion of the masses from immediate problems to spectacular consumption & instant pleasure.

The purpose of this article is track down the missing link between history (the real events) and memory (the imaginary reflection of those real events), when reconstructed in films. For that purpose, this article will employ four important signifiers – prototypes, genres, film- maker as Reporter and the Impure Eye- as overlapped with each other, which in turn will examine history through a thematic and stylistic assessment.

Introduction :

In an era of communication revolution and information metabolism, the two most sophisticated signature of the modern society, the long cherished ideals of culture have got a severe jolt. The term “culture” has so long been associated with that organic metaphor which inspires self – tillage or the ploughing & harrowing of self by the use of what the ages have transmitted to us from the works of gifted minds. All cultural activities that include all sorts of aesthetic production have

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 been extended to the level of reproducing those generalized precepts which will help in determining the space occupied by man in the history of an individual struggle against the tyranny of circumstances or the dictates of Nemesis. And cinema in its early days was an extension of all those popular cultural specificities, reproduced those established myths or rather the models of language with which the audience is already familiar. And cinema as a form of popular culture was meant to interpellate with the audience to open up spaces for a Marxist dialectic which does not conform to a homogenous culture, rather a series of heterogeneous multiple discourses. In this context, my research article will trace a new narrative genre “news front” or “real reel” – films based on newspaper story reportage or real events, films which will encompass two stylistic techniques of representation in regard to cinema – the nature of truth and the objectivity of the image. This is an attempt to rediscover how this particular ethos – staying close to reality or a truthful reality and maintaining an amount of objectivity influenced a host of directors starting from 1962 till date and how it served as a breeding ground for generating distortion of that assumed reality. The result of this journey in search of the relations between film and journalism rather news production may culminate in an euphoria “print the legend”(celebrated line from John Ford’s The Man Who Shot Liberty Valence ) or “That’s The Press Baby” ( reference to Richard Brook’s film). First and foremost this is a journey tracking down a time- frame of more than a century in which a historical examination is blended with thematic and stylistic assessments which in turn would combine four important signifiers – prototypes, genres, film- maker as Reporter and the Impure Eye- as overlapped with each other. Many masterpieces are celebrated in this process. From George Melies’s L Affaire Dreyfus to Fantomas Contre Fantomas by Louis Feuillade, Making A Living by Henry Lehrman, Five Star Final by Melvin Le Roy, Alfred Hitchcock’s Foreign Correspondent to Antinioni’s Blow Up etc.

My research argument would like to establish the fact that too much enthusiasm for being close to reality in selection of plot and mise-in-scene may lead to distortion of the reality. The chances of distortion are so imminent that the internal conflict between Reality as existed within a particular time frame and the time frame created by the director within the narrative space occupied by the screen or “real reel”, always differ. When some historical events if reconstructed in film (may be historical theme or incidents reported in newspaper, or any reportage on some exceptional happening where mass is affected like ethnic violence, communal riots, diplomatic aggression, war etc), the missing link or the line of demarcation between the history and reality gets obliterated as the level of authenticity is always questionable. In this connection, few significant lines from Ant-Hills Of The Savanna by Chinua Achebe can be mentioned where his

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 protagonist journalist- poet- writer Ikem Osodi informed his readers “The writer has to listen to the words of the characters, who are created to do this job that they will put on the shoes and show the writer where they have blisters”. Thus “reality” has become the springboard where the characters representing lower strata of the Nigerian Society – the labor, fruit peddling woman, rustic people, people whose dreams, rather shattered dreams, have been transformed into a real picture of the state – Nigeria. And while Chris Oriko & Ikem Osodi while resisting the brutal abuses of power dies, the writer put an analogy between a tortoise & leopard. This tortoise although fully aware that death is inevitable, put a scratch on the road just to show to his posterity that one dissident voice was there that can be strangled to death but can’t be eroded. The reason behind citing this reference is that the essence of reality must not be superimposed or manufactured, it must come from the situations that the characters are facing, employed as a vehicle to convey a message of the director or the author. The reason behind citing this reference is that the essence of reality must not be superimposed or manufactured, it must come from the situations that the characters are facing, employed as a vehicle to convey a message of the director or the author.

Recent movies in Hollywood are proclaiming a link to factual events in their posters, credits and trailers, even when the link is spurious at its best. Opening Friday throughout the U.S, was Disney’s Antartic Adventure “Eight Below” – inspired, its poster says, ‘by a true story’. The terrorist drama ‘MUNICH’ was inspired by real event, and the Middle - East espionage story SYRIANA is suggested by a notification book, its posters say. In perhaps the oddest credit line DOMINO about a model turned into bounty hunter, says the film is “based on true story.. sort of”. The movie business, on the heels of television, is in the midst of reality boom & Hollywood wants to advertise it. Studio executives say labeling a movie as “based upon’ or “inspired by” gives it a credibility to the audience. Reality shows have ruled US television lineups in recent seasons and a documentary film “ FHRENHEIT 9/11” took in an astounding 222.4 million USD in world wide ticket sales. In the top four categories in the current Oscar race – best picture directing, actor, actress- more nominees(11 out of 20) came from movies that involved real events than in the past decade & half. For “Munich” the phrase “inspired by real events” gave the film makers “more flexibility” than the phrase ‘based on true story”, once said Marvin Levy, a spokesman for Steven Spielberg. The movie which deals with attempts to avenge the murder of 11 Israeli athletes during 1972 Munich Olympics, has plenty of fiction in it. One long pivotal scene shows an Israeli assassin, played by Eric Bana, pretending to be an East German terrorist vent his hatred for Jews when

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 the two meet in a safe house. Sometimes the Studio’s lawyers tell it to use a phrase “inspired by a true story” covers insurance & that’s to make clear what the source of film’s characters is, to protect the filmmakers from claims that they improperly based a character on somebody else. This dichotomy between the reality portrayed as vividly on screen and the fictionalizing the real events has given birth to this question “how far and no further’

The Concept of Reality and Aristotle’s Poetics : The genesis of Art as transcription of photographic reality, reality as manifested in Nature or in the external world can be traced back to Aristotle’s Poetics. Aristotle, while defining poetry clearly stated that poetry is just a form of imitation that seeks to represent or mimics life through character, emotion or action and broadly categorized poetry under different genres like epic poetry, tragedy, comedy, dithyrambic poetry etc. According to Aristotle, tragedy came from the efforts of poets to present men as 'nobler,' or 'better' than they are in real life. Comedy, on the other hand, shows a 'lower type' of person, and reveals humans to be worse than they are in average. Epic poetry, on the other hand, imitates 'noble' men like tragedy, but only has one type of meter - unlike tragedy, which can have several - and is narrative in form. Further, he laid out six elements of tragedy: plot, character, diction, thought, spectacle, and song. Plot is 'the soul' of tragedy, because action is paramount to the significance of a drama, and all other elements are subsidiary. A plot must have a beginning, middle, and end; it must also be universal in significance, have a determinate structure, and maintain a unity of theme and purpose. Plot also must contain elements of hubris, hamartia, reversal (peripeteia), anagnorisis (recognition), and catastrophe. There always remains an internal conflict between Man and Nature or Destiny. In Aristotelian Tragic Poetry or drama, the characters make mistakes in taking decision and that’s because of his or hers too much pride or egoistic assertions. If we take the example of Sophocles’ Oedipous, reversal came as an ironic twist or change by which the main action of the story comes full-circle. Hence when he insisted Creon to declare publicly the reason of the epidemic that had overtaken his kingdom and Creon declared “I will tell you, then, what I heard from the God. King Phoebus commanded us to drive out a pollution from our land/ pollution grown ingrained within the land; drive it out, said the God, not cherish it, till it’s past cure” and thus Oedipus got to realize that it is because of his unwitting sin that he committed by murdering his own father and marrying own mother, the country is suffering. This led to anagnorisis or recognition of his own mistakes and thus led him from ignorance to knowledge, to understand his own identity. Suffering is a destructive or painful action, which is often the result of a reversal or recognition. All three elements coalesce to create "catharsis," which is the embodied mixture of fear and pity in the audience: pity for the tragic hero's

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 plight, and fear that his fate might befall us. So the mimetic representation of Life in Art is ascertained with this duality between Destiny and Free Will where predominance of the Destiny is irrevocable. Thus the prototypes of Nature is reflected on stage making the audience believe in his tragedy and thus put them on alert that going against Nature will only bring about a catastrophic ending. If we take another example, Medea by Euripides, we will find an innocuous conflict between patriarchal dictates and the wistful desire of a bold woman like Medea who ventures to overthrow those patriarchal obligations only to be blamed and demeaned for her devilish instinct to take revenge against her patriarchal Lord Jason by killing her own children. Thus Medea exclaimed : “First, we need a husband, someone we get / for an excessive price. He then becomes/ the ruler of our bodies. And this misfortune adds still more troubles to the grief we have/Then comes the crucial struggle: this husband/ we've selected, is he good or bad? / For a divorce loses women all respect/ yet we can't refuse to take a husband”. Later, she repented saying “In vain, my children, have I brought you up / Borne all the cares and pangs of motherhood/ And the sharp pains of childbirth undergone. Medea, for the sake of her husband, has made herself an exile. She is far from home, without family or friends to protect her. When emphasizing the circumstances women must bear after marriage (leaving home, living among strangers), Medea is reminding us of the conditions of exile. She is also a foreigner, and so to the Greeks she will always be "barbarian". This simplistic clarification of the inherent conflict between Nature and Human Being was later subverted with the ascendency of Enlightenment or Renaissance ideology in the realistic representation of mimetic art. The differences in cinematic treatment of the narrative MEDEA as re-invented in the film Medea directed by Pier Paolo Passolini can be cited here. As the story unfolded on celluloid, the audience got to know that both Jason and Argonauts were on a mission to reclaim the Golden Fleece and thus landed in an airy or mystic island, the land of Barbarians where Medea lives and thus gave a hint to the fact that everything here would not resemble the normal course of living in a civilized world. In Greek Mythology, the golden fleece is a symbol of authority and kingship. But the Director Pasolini had never intended to showcase MEDEA as just an emblem of seduction, lust for power or for sex, treacherous or vindictive who does not feel hesitant to kill her own children for the sake of gaining something specific of her desire. Rather, MEDEA the protagonist was projected more as oppressed, deprived, destitute and subjugated in a male- dominated patriarchal society where Technology and Reason reigns supreme and thus stands opposed to Ancient or Archaic World Order. This extra meaning that had been implied the cinematic representation of MEDEA is clearly understandable and bears the signature of Pasolini as Auteur.

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And that was the reason perhaps when the audience was introduced to her exotic world symbolized by certain rituals, the director never fell back on his deliberate attempt to evoke a sense of uncanny or grotesque unnaturalness as they are yet to be exposed to a rational world where unbridled sexual imagination and unorthodox sexuality was not prohibited. The director’s unquestionable faith in the pre-modern way of living led him to depict Medea's people as a tribe who perform rituals and sacrifices to secure their harvests. When they return to Jason's homeland as husband and wife, Medea was stripped of her ornate barbarian garb and dressed in the garments of a traditional Greek housewife. Jason had two sons by Medea, but he later decides to opt out of his union with her in favor of a marriage to the Corinthian princess Glauce. Enraged, Medea planned to take revenge against Jason and his new bride and sends Glauce a robe bewitched with magic herbs. Medea then proceeded to kill her own sons by Jason and their house was set in ablaze. She refused to give Jason the bodies of their children for burial. Instead she kept them away from him, while he was held back by the fire she had lit, assured him that nothing can be done anymore. As Medea hopelessly fell in love with Jason, she started becoming detached from her people, her society, her religion and from her own identity or integrity; She tried to communicate with the Gods that she had unwittingly abandoned : ‘Speak to me earth ; let me hear your voice. The film however, ended with a note of assertion where Medea got back on her senses and now she was on killing spree to avenge all those misdeeds that she had to undergo due to her unconditional love for Jason who betrayed her time and again. By ending the film with an extended shot of Medea at her most irrational and destructive ventures, the director had left the audience in a sort of dilemma; while we sympathize with her plight, her killing of her two sons (as well as her earlier murder of her brother), make her seem like a monster. Pasolini’s answer to this conundrum can be found in his remarks ‘Archaic civilization...must not be forgotten, despised and betrayed. But it must be integrated within the new civilization’. Thus the reality, the time spirit as exposed in the original Greek drama was subverted in the film and this strategic diversion was approved by the necessity of creative distinction or auterial signature.

The film however, ended with a note of assertion where Medea got back on her senses and now she is on killing spree to avenge all those misdeeds that she had to undergo due to her unconditional love for Jason who betrayed her time and again. And this Divine Justice came to her rescue and by embarking on this revenge mission, Medea re-established her connection with her ancestral god, who restored her magical powers. Medea then used these powers to avenge herself for Jason’s betrayal. At the end of the film, Jason begged Medea to allow

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 him to caress, one last time, the lifeless bodies of his two young sons. But Medea, eyes blazing, refused to abide by his request, shouting: ‘Nothing is possible any more’. By ending the film with an extended shot of Medea at her most irrational and destructive ventures, the director had left the audience in a sort of dilemma ; of how we are to understand her character: while we sympathize with her plight, her killing of her two sons (as well as her earlier murder of her brother),make her seem like a monster. Pasolini’s answer to this conundrum can be found in his remarks ‘Archaic civilization...must not be forgotten, despised and betrayed. But it must be integrated within the new civilization’. Thus the reality, the time -spirit as exposed in the original Greek drama was subverted in the film and this strategic diversion was approved by the necessity of creative distinction or auterial signature.

Reality as a signifier and Primitive Mode of Representation in Early Cinema : The zeal to portray live happenings on screen once inspired Lumiere Brothers to invent Cinematoscope or Screen to be looked at as Magic Lantern and the relation between screen and the audience was emphasized through a particular mode of addressing the audience. The concept of cinematic screen as an ideological apparatus was yet to take shape. However, the spectators were meant to be thrilled by the magic wonder created by the moving images on screen and they were meant to believe those images as real. Thus, a kind of “wiling suspension of disbelief” was meant to hung over the entire audience. Hence film reels like ‘Arrival of the Train’ or ‘Workers leaving the Factory’ had cast a spell of wonder on the spectators and they were directly addressed either by the protagonist or the anatagonist as it happens in the theatre to foster an impression that the screened image of their familiar mythical character is a real next-door neighbor. The primitive style of movie-making resembles very much akin to melodramatic mime as the hero or the protagonists had to talk and behave in such loud or hyperbolic language often bordering to melodrama and thus to maintain classical continuity of shot sequences. These techniques include frontal staging or a tableau style, exaggerated gestures, hardly any camera movement and no point of view shots. It had formulated its own visual and sound style for making motion pictures and a mode of production used in the American film industry. Classical style is based upon continuity editing, there was an advanced change in editing techniques, camera distancing, sound and a more complex plot. The Voyage to the Moon was the first complex film to be made in 1902 and is one of the greatest films of all time as it was the first introduction to Classical Hollywood Style.

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Tom Gunning had explained this element of wonder and identification with the audience which mark the primitive style of representation in early cinema in his essay Cinema of Attractions ‘Early cinema is marked by an aesthetics of astonishment and display, a cinema of attractions; a presentational style that addresses the viewer directly through diegetic absorption; a greater diversity of genres and more overt reliance on cultural inter-texts such as the commercial entertainments, popular stories and most importantly songs, or political cartoons on which early films are largely based and which are essential to the viewer's understanding of the narrative and with which the premeditated audience is already familiar’. Thus the reality portrayed in early cinema was merely an extension of prototypes of ideal characters projected on screen.

Myth of American Individualism and the representation of prototypes in Classical Hollywood cinema : The euphoria surrounding the narratives of individual freedom and commitment to the society was championed by Adam’s advocacy of American Dream “the American dream, that dream of a land in which life should be better and richer and fuller for everyman with opportunity for each according to his ability or achievement…it is not a dream of motor cars and high wages merely, but a dream of a social order in which each man and each woman shall be able to attain the fullest stature of which they are innately capable, and be recognized by others for what they are, regardless of the fortuitous circumstances of birth or position”. Similar to Adams, Jim Cullen also emphasizes that the American dream is not a journey about wealth or material things, but rather a quest for personal fulfillment and a vision for self actualization. This trend of projecting American Dream as the quintessence of perfect happiness had coincided with the emergence of Hollywood historical genre movies.

History as a referent in Hollywood movies and reflection of history as a means to transgress reality : If we examine a few American Literature when reconstructed in Hollywood movies, we can easily gauge how this particular ethos of American Dream had shaped and influenced the literary genre of American Literature which is very much distinct from English Literature as well as the Genre of Historical Movies in Hollywood. If we take a look at the US political history and how mass media, specifically Hollywood movies were used to influence the ‘political unconscious’ of the mass to generate a ‘manufactured consent’ so that the all pervasive American ideology of transgressing the borders would appear as the one and absolute truth, while all other counter narratives will be proved wrong. In a similar fashion, the narration of U.S. history through cinematic illusion was of paramount interest for Hollywood film makers in the

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 closing decade of the twentieth century, as evidenced by the abundance of films centered on the theme of World War II, the American presidency, and other history-based topics. Yet rarely did these films find compelling answers to the questions "Where is the missing link between history and reality and "Why American Dream failed to mitigate the sufferings that the people are undergoing ?". If we delve deep into the narrative structure of those historical genre films that supposedly tried to resolve those questions as a central focus, the disparity became more evident and this article aims to address some of these gaps. More precisely, I propose to examine a series of significant cinematic depictions of twentieth-century American history—films from the 1990s whose subjects range from World War II to the cold war, to contemporary techno-warfare and globalization—in order to chart the narrative and aesthetic means by which they both evoke and elide perspectives on the changing scenario of history, the history that both reflects and deflects truth or reality in order to use objectivity as a tool for distortion. This article wishes to de-mystify those truths and identify the position of women as subservient to those ideals propounded by a host of films like Troy, Diary of Anna Frank, The Bridge on the River Kwai, Gone with the Wind, The Leopard by Luchino Visconti, Sergeant York, Sophie Scholl, the Final Days, A Passage to India, The Flowers of War and many such films produced between 60s to 80s. That is, in the words of Fredrick Jameson, the genre of the historical film is defined as "with its surface sheen of a period fashion reality offers a formal compensation for the enfeeblement of historicity in our own time, and as it were a glossy fetish in the service of that unsatisfied craving." In the entire discussion, I wanted to substantiate the fact that the kind of cultural hegemony or euphoria championed by the Hollywood mode of production is very much akin to the present day phenomenon of globalization and media imperialism that dates back in the 20th century. Media product from the United States has been made to make a headway to other nations in a bid to influence and impact the cultural practices of other countries and thus to make certain dominant ethos or dominant “metalanguage’ of some centers of power as transparent rendering of the real. One specific instance of this indomitable gesture of Hollywood film makers is that the resurgence of a series of films based on American ethos of superiority like The Bridge on the River Kwai, All Quiet on the Western Front, Gone with the Wind. Here I would like to discuss the film “Bridge on the River Kwai”.

The Bridge on the River Kwai :The film intensely and vividly asserts the American ideology of its expansion and colonization policy, its aggression into less developed countries to capture its locale both geographically and culturally.

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It revealed US foreign policy of aggression through an apparent gesture of welfare activities or constructive activities being carried out by them for the sake of underdeveloped rather uncivilized nations living on the other side of the United States. It is an adaptation from a French novel Le Pont de la Riviere Kuai(1952) by Pierre Boulle. The narrative opened at the backdrop of World War II when British prisoners arrived by train at a Japanese prison camp in Burma. The commandant, Colonel Saito (Sessue Hayakawa), declared that all prisoners, regardless of rank, had to work on the construction of a railway bridge over the River Kwai that would connect Bangkok and Rangoon. The senior British officer, Lieutenant Colonel Nicholso (Alice Guiness), reminded Saito that the Geneva Convention has exempted higher officials from manual labour. At the following morning's assembly, Nicholson ordered his officers to refrain from work when the enlisted men were sent off to work. Saito slapped him across the face with his copy of the conventions and threatened to have them shot, but Nicholson refused to back down. When Major Clipton (James Donald), the British medical officer, intervened, telling Saito there are too many witnesses for him to get away with the charge of murdering the officers, he had to backfire. A series of incidents followed thereafter which complicated the narrative’s flow on one dimensional destination, ie, the construction of the Bridge on River Quai. The Japanese engineers had chosen a poor site, so the original construction was abandoned and a new bridge was in the offing at downstream. However, to damage and demean the hard work, a rival group was on the job to destroy the bridge in collusion with the enemy camp, Japanese troop. A train carrying soldiers and important dignitaries was scheduled to be the first use of the bridge the following day, so Warden was put on the mission to destroy both. However, at daybreak the commandos were horrified to see that the water level had dropped, exposing the wire connecting the explosives to the detonator. And ultimately the sinners were punished to death. The irony is that the kind of brutality, rudeness, inhuman torture meted out for the prisoners who were forced to be 24 hours on the job of constructing the Bridge over the river Kwai, actually was meant to convey the message that the war is futile and that the Doomsday of Axis Forces is looming large. However, implicit it is, the ultimate message is that the American myth of Humanity will prevail where the soldiers were engaged to re-build the bridge as the nation is slowly crouching towards rebirth. The incidents portrayed in the film are mostly fictional but the supremacy of American myth was never obliterated.

Film Makers as Reporter or the Director’s gaze, another important signifier for unfolding the Reality Behind : Now if we look back how the Hollywood Historical Genre films had created prototypes of ideal characters, the impact was

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 all pervasive. Indian cinematic perspective got swayed with the same nationalist euphoria or surge of idealism. Dadasaheb Phalke who was credited with the launching of Indian film industry, was instrumental bringing in a change in perception of films; emphasis was given more on films as a centre of projection, the screen space not an instrument, the motion picture camera. Thus the embellished screen space was used to motivate people with the nationalist idealism. Swadeshi movement helped screen space turn as a political space. Hence, predominance of mythological narratives in early Indian cinema aiming to raise nationalist impulse was meant to strengthen two textual practices within the film – recognition of icons & mobilization of politics. A number of films like Awara, Mother India, Pukar and many others had combined progressive or integrational messages while indirectly vouching for the Nehruvian idea of a socialist state where women were always placed in a dual crisis – loyalty to the nation and loyalty to the family. In all those films, film directors or the story tellers had made their presence felt through a constant ‘gaze’ on the narrative causality as well as some recurrent motifs that foretell the signatory auteur of the film. Dada Saheb Phalke’s Raja Harishchandra was made just to evoke a sense of patriotism in the minds of the audience where Director’s eye comes as a Chorus commenting on the course of the narrative and thus paves the ground for reaching to the climax. This phenomenal context was very much conspicuous in Indian Film History in the post Independence era.

The Impure Eye : A recent spate in Indian Cinema has been very prominent which says “based on true story”. And the term “real” by its own usage in so many diverse ways has become synonymous with as much illusion as possible. What should we take or accept as “real” ! BIG BROTHER REALITY SHOW– is real, at least those avowed advocates of this show proclaims this way – it’s an attempt to extract the dark reality embedded within all human beings. As a sequel, we’ve seen how women do scramble with each other, no matter, even if it does degenerate into vulgarity, throwing abuses. Should we take it for granted that whatever reality is being shown on “media fares” are transparent rendering of the real or the reality as manufactured by standardizing certain “untruth”. If we do look at the perspective or the trends of Indian alternative films, those who believed that cinema should open up certain spaces for a discursive truth, we’re used with a concept of reality where representation rather technique of representation in terms of characterization, narrative structure, every minute details ( reference to time & space) testified reality. Therefore films like Ashani Sanket (Distant Thunder By Satyajit Ray, 1974) AakalerSandhane (In Search Of Famine, 1980) directed by Mrinal Sen or to name the later antecedents of that realist tendencies, Adoor Gopalakrishnan’s Swabharam, or Girish Kssaravalli’s

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Under The Shadow Of Dog although never proclaimed based on reality, was close to reality not because its missing link to certain factual reality but because their delineation of certain oppressive truth. Thus in Ray’s film named Distant Thunder, the Neo Realist technique of representation of reality was asserted through an authentic location shooting in an non descript village marked by tranquility, caste system, poverty and naïve womanhood, however disrupted by the onslaught of war and subsequent famine. All the characters were products of that particular milieu. The film is set in 1943-44, when the famine struck Bengal during the British rule in India. At the end, the screen got filled with a statement - "Over five million died of starvation and epidemics in Bengal in what has come to be known as the man-made famine of 1943."

Now I will track another trend of film making in India which proclaims themes are based on true story. A host of recent Indian film makers while trumpeting their strict adherence to “reality” do pretend such a reality that can only be assessed as a fictional version of certain historical truths. And so chances of unintentional mediation are not that far-fetched. Mention can be made of a film called Parzania by Rahul Dholakia. Based on true story was tagged on its credit list. But the question remains what “reality” the director wanted to show or what reality the characters would simulate, is it only a fictional version of an enacted reality which is too far- fetched to comprehend its originality or the reality as projected by a particular group of enthusiasts whose pretension to show the reality is only to showcase one ethnic clashes just to sensitize a controversy. It is the tale of a Parsi family living in Gujrat & how they are being tortured by Hindu militants during a Hindu Muslim Riot unleashed by the state. The film does not bear any signature of the Director as an Auteur whose omniscience presence as an eye opener on reality, nor we do really believe such occasional recurrences rather exceptional cases does actually signify the whole democratic structure in India. It is wrong to mix up the two : democratic structure of the Indian Govt. & certain disruptions occurred at a state level politics that fuelled such Hindu Muslim rivalry. As we know all that such a “reality event” – ethnic clashes - does owe its origin in something manipulated (man-made) strategic diversion of the masses by the dominant institutions of power to an issue that temporarily suspend all logic. The same is the case with Water By Deepa Mehta. It portrays the pangs of lonely widowers who were forced to live in a sanctuary, a sort of mental asylum (a place called Brindaban) & later on they are taken to prostitution by their lord. The intention was undoubtedly commendable to appeal to the human mind by making history the site of memory. But since the element of fictionalization gave better to actual documentation, the question remains how authentically the narrative was built up. The director’s tenuous attempt to portray

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 such a distant reality, some social aberrations would have been successful, had it been set in the modern context and then making a journey to the past. According to the director ‘It depicts the terrible damage that can be done to the human spirit when chauvinistic religious rules and texts are treated as sacrosanct. The inhumane treatment of widows in India by Hindu fundamentalists is similar to the subjugation of women by fundamentalist Christians, Jews, and Muslims elsewhere. It is appalling to see religion used to deny the dignity and rights of women’.

Examples can be multiplied. A series of icons or nationalist heroes were celebrated in different genre movies in Bollywood which can be categorized as sports dramas like Lagaan, Bhag Milkha Bhag, Gold, or nationalist drama like The Legend of Bhagat Singh, Netaji Subhas Chandra Bose, the Forgotten Hero, SatyamevaJayate or simple historical dramas like Bajirao Mastani, Jodha Akbar and so on and so forth – had made their fictional appearances on celluloid and either enthralled the audience with all its magnificent extravaganza or raised eyebrows of the detractors.

Given to this perspectives, it can be concluded that the realist motifs are being degraded and the kind of reality projected on the screen is just a tampered version of reality.

Works Cited:

1. Butcher Samuel Henry, The Poetics of Aristotle, Macmilan, 1922 2. Tom Gunning, ‘The Cinema of Attractions : Early Film, Its Spectator and the Avant- Garde’, Early Cinema: Space Frame Narrative edited by Thomas Elsaesser, British Film Institute, 1990 3. Chinua Achebe, Anthills of the Savannah, Heinemann, 1987 4. Hansen Miriam, ‘Early Cinema, Late Cinema : Permutations of the Public Sphere’, The Structural transformation of the Public Sphere, edited by Thomas Dixon, The Screen, Autumn 1993, pg – 134-149 5. Izaguirre, John, The American Dream and Literature : How the Themes of Self Reliance and Individualism in American Literature are Relevant in Preserving both the aesthetics and ideals of American Dream, College of Liberal Arts and Social Sciences Theses and Dissertations, 2014

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VOLUME 7, ISSUE 12(1), DECEMBER 2018

पाराे परमामनः वपम् K.H. Rajesh Kumar Assistant Professor Dept. of Pancharatragama S.V. Vedic University Tirupati

उपमः – संकृतं िवपुलेन वायेन शोभते। वेदेन अकुरतः वेदागैः पलिवतः, पुराणेितहासायां पुिपतः आगमेन फिलत संकृतवायमहावृः कृयािप जगतः योगेममावहित। संकृतवाये वेदो न सवगोचरः। अितगभीराथय वेदयानायासमवगमाय वेदाथपबृंहकाः आगमाः भगवता वतता इयामनित सादाियकाः िवांसः। ायोऽपरिचता एव संकृतसािहयेितहासलेखताः िवशालेनानेन वायेन आगमेन। आगमेे ेातरापेया िवरलतरा वसाियन इित नापरोमेतत् िवदुषाम्। आगमशदाथः - आगमशदः वेदितहासादीन् वैदकान् बौादीनवैदकां थसदभानिभदधमिप योगा भगवतः परमामनः वपादानिवशेषाणां, यानकारिववेचनपरयोगिवशेषाणां, देवालय िनमाणादयािवशेषाणां, िनयाचनादिवशेषाणां च ितपादकं थजातमवगमयित। भगवदागमन सुगमोपायावगमा आगमा इित अिभा मयते। क भगववृकः थरािशः आगमः। स च पौषेयः। आगम इित शदेनैव पराः कन थसदभः अिभलयते। िनगमः चुषोऽयय भगवत उपासनाथ ययागादकं िवधे। आगमतु सुितितिबबारा सििहतय यय भगवतः परमामनः आराधनाय मानसयाग बायागादकं िवदधाित। अयमेव थूलदृा िनगमागमयोभदः। सांकृितकमायािमकः चायुदयमावहसौ आगमः शैव-वैणव-शा-गाणपय- कौमार-सौरागमाेित षोढा िभते। येकं पुनतेऽवातरभेदेन बधा िभाः भवित। वैणवागमे आगमयिवभागः – वैणवागमः पारावैखानसभेदेन ििवधो वरीवत। पाराागमय एकायनवेद इित, सावतिमित भगवछािमित च पयायाः। पाराशदय वशयिधकािन लणािन तसंिहतासु दरीदृयते। मुयशः दनं पधा िवभय तकाले भगवदाराधनाथ यमाण पारा याितपादकं शां पारािमित तीयते। पाराशाे अोरशतसंिहताः वरीवतते। साधकोटपरिमताः ोकाः आराधनांशान् िनपयित। तासु संिहतासु च सावत- पौकर-जयायसंिहतानां रयिमित समाया समजिन। सवाविप संिहतासु ान-योग- या-चयापेण चतुधा पादिवभागः समािथतः।

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VOLUME 7, ISSUE 12(1), DECEMBER 2018

पाराशदाथः – अनेकासु ुपिषु सतीविप पाराशदय परपरागता अधोिनदयमाना ुपिः अवथा सवाितशाियनीित अवगयते। सा चैवं पभीराििभः िनूढः अय उपदेश इित पाराम्। अयाऽयमथः ी-शेष-वैनतेय-पगभ-िववसेनेयः भगवता ीमारायणेन अहोराेषु पसु यतशािमदं समुपादेम्। अत एवाय पारािमित पदेशः। ुपेरयाः मूलभूतः परपरााासौ ेकः यथा – ीशेषपीरपगभ सेनेशमुयाितबोधयतम्। ीपाराागमशामां िवणुं सदाऽहं शरणं पे॥ इित।(ीसंिहता भूिमका) अत एवं सु सगछते यत् – पाराय कृय वा नारायणवयम् इित। रािशदः अानाथकः ताशवाचकः पशदः। तमात् अाननाशकं शां पाराम् इित ीसंिहता िनदशित। क लोके अहोरापकपरववारयं पयतः शािमदं पिभदनैः पिभः पुषैः गृहीतिमित हेतोः परािमययाः। तेरसंिहतायाम् – पायुधांशाते पशािडयौपगायनः। मौायनः कौिशक भाराज योिगनः॥ इित।(ई.संिहता.21.519) अहोरायेव अहोराांशानामिप रािशदातािमवात् पकालिवभागपरवादेव परा िमयिप वदित। अहोराे अहमाग पधािवभागय ातः सगव, मयान, अपरान सायानपेण िसतया तावतनेन रािमिप घटियवा पधािवभजनिमित ये, रािकाययोगाधायाये च पराेित योग इित तदा भाम्॥ अन इव राया अिप पधा िवभागः – दोपः, अनयोगाताराधनम्, पूवरायोगः, िना अपररायोगः, ानमुतकाल इित योगैदातयण िवभागः पराे इयिप यात्। नारदपाराे तु – रां च ानवचनं ानं पिवधं मृतम्। तेनेदं परां िह वदित मनीिषणः॥ इित।(ना.प.(ाना).1-44) परूहिवभवहादाचापपपिवषयकानहेतुतयाऽिप पारावं भिवतुमहित। रा शदो धनवाची। पपायेव धनं तकं तथापकिमित च। पाे ानपादः-योगपादः- यापादयापादः इित पादामनािवभागवत्, पारमेरे काडामना िवभागव, नारदपाराे राशदघटनेन पधा िवभागेन परावं दशतम्। एवं सनकुमारसंिहतायामिप रा, इरा, िशवरा, ऋिषरा, बृहपितराेयेवं िवभागोऽित। क िवािमसंिहताथे पिवधरािववेचनमसामाययारीया यते। परापदे – प-रा--इयेवं यशाः पेययं थमऽशः, पेियाणां, पमूतानां, तूणानां चोपलकः, रा इित ितीयऽशः आदानाथकय राधातोपलकः, इित तृतीयवंशः ाणोपलकः। तथा च पराणां पेियिवषयभूततगुणानामादातृणां

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VOLUME 7, ISSUE 12(1), DECEMBER 2018

संसारजीवानां ातृ शां परािमयुयते। संसारजीवानां ाणहेतुः परािमित पराशदाथः िवािमसंिहतायां पमुम्। पराशदय िवािमसंिहतािववरणिमदं सुशोभनिमित अिभाः वदित। अतः सव राीयत इयथ न भिवतुमहतीित भावः। पाराागममेयम् – पारासंिहतातगता िवषयाः ानपादः, योगपादः, यापादः, चयापादेित चतुधा िवभा वतते। त ानपादे परहणः लणम्, जीववरीपम्, जगसृादिववेचनं, मोभृतयः तूयते। ानपादः – अिमन् ानपादे परमामनः वपं िनगुणसगुणोभयपतयोपवयते। आदमयातरिहतं, वृियरिहतम्, अयुतं, िनपमं, योितः िनयतृं, अयम्, अमूतम् सितानदपम् इयादिभः िनगुणतया, ओँकारः, वासुदेवः, अरः अयः, अणोरणुः, षागुयिवहः, सवभूतानामीरः, वेदोपिनषितपाः परपूणः, आकारतः देशतः कालत परछेदरिहतः, योिगयेयः, भिगयः, चतुभुजःिमतमुखः, पुडरीकायतेणः, वनमालािवभूिषतः, इयेवं कारेण सगुणतया च परमामा िनदयते। आदमयातरिहतमवृियमयम्। सवाकारं िनराकारं तमसः परमयम्॥ (पा. सं2-6,7) इयुवा तमादािवरासीत् सनातनात् स वासुदेवो िवेयः इित वासुदेवय उपिः किथता। सा च सदा पयित सूरयः इित सावकािलकिनयसूयनुभविवषयय परय उपयसंभवेन न समीचीना। अतः िनयानामिप वतूनां िनयेछािसविमित सदायमवलय इयमुपिः िनवढा। परमामा वसकपिवशेषेण भानुहाय परूहिवभवातयाययावतारभेदेन पपािण धे इित पारासंिहतासु कयते परतवपम्। ीवैकुठे िनयसूयादिभः सााियमाणा परवासुदेवाया मूतः परशदेन। तिवासुदेवायं परं सपूणषागुयवपुः सूमूहिवभवभेदिभं यथािधकारं भैानपूवण कमणामयचतं सयक् ायते। िवभवाचनाद् ूहं य ूहाचनात् परं वासुदेवायं सूमं ायत इित वदतीित ीभायथं वचनं पाराानपादतापयम्। िनयिवभूितः, मुिथानभूता, शुसवमयी, कृितिवलणा इित आगमेऽिमन् दृयते। भगवतः दमगलिवहोऽिप तमत एव। क च ानानदवपवमिप तय ितपादतम्। ानशदः सिवषयः इित लोके वहारः यते। तिमथ एव ानशदय ाधायम्। आमिन ानशदयोगः यथा औपचारकः, तथा िनयिवभूतेरिप ानामकवम् औपचारकम्। जगसृौ भगवान् ीमारायणः िनिमकारणं उपादानकारणं चेित पाराथादौ िनदयते। भगवता ासेनािप कृित ितादृातानुपरोधात् इित सूेण सयक् िनिपतम्।

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कृतेमहदादीिन तवािन जायते। एतेयः तवेयः अडयोपिः अडात् जापतेः, तमाराचरजगतः सृिरित पारासंिहतासु ितपाते। इयेते अंशाः ानपादे िनिपताः। लमीवपम् – एवं भगवतः पपवे लया अिप पपवं तथानकवं च िसम्। ीशदाथ षिवधः सदायथेषु िसः। ीशदघटकवरनािभिधिसताथिवशेषकाशनेनोपकरोित लमीतथम्। यती यणीयािम ृणािम दुरतं सताम्। ृणोिम कणा वाचं ीणािम च गुणैजगत्॥ शयेऽतः सवभूतानां रमेऽहं पुयकमणाम्। ईिडता च सदा देवैः शरीरं चािम वैणवम्॥ एतान् मिय गुणान् दृवा वेदवेदातपारगाः। गुणयोगिवधानाः ियं मां सचते॥ साऽहमेवं िवधा िनया सवाकारं सनातनी॥ इित।(लमीतम् 4- 51तः54पयतोकाः) अयाः लयाः उपेयववत् उपायविवभुवाद मुकठं िवतरेण संिहतासु िनिपताः। योगपादः – यानकारिववेचनपरो भागः योगपाद इित। पाराशाे योगय ाधायं िनदम्। स च योगः िशरसवेन च उः। लययागदशायां वागादषु इियेषु उपरतेषु यं भावं मनसा यायित तमेव ाोतीित भगवगीतायामयुम्। तादृशयोगः ानप एव। तय च कमािण अगभूतािन। ननु – अशमिप च मतुमते पूवकृतं मरन्। वयमेव परं धाम वयं नयित माधवः॥ इित।(ई.संिहता.3 अयायः21 ोकः) ोकोरीया भगवानेव अमान् नयतीित उवात् कथं वा ानपय योगय मो साधनविमित चे। तय योगसमथपिवषयवात्। यो योगानुाने शः सः तदनुानेनैव मों ाोदीयेवं िपिडताथः। तात् वैखानसा अिप तमतसूमवलय यो भगवदाराधनं करोित तेन सकलमनुितं भवतीयुवा अागयोगमिप उपददेश। अनेन योगमतरा मोः न लयत इित तीयते। यापादः – भगवतः परमामनः आलयं िनमाय त लणयुायाः परमामनः ितमायाः कषणाद ितामः यापादय ितपािवषयः। ितमायां भगवतः कषण सिधानमेव िताशदयाथः। अ कष दमगलिवहसबधः अगयगपूतः इयाद।

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एतादृश ितमा िबब एव उसवकाले अिभषेकाऽलकार नानािवधपरकरणादकं च कतिमित पारासंिहतासु िविशय उयते। चयापादः – भगवदालयाचनापरे अिमपादे उसव-पन-ायिसबिधनो बहवः िववेयते। अिभगमन, उपादान, इया, वायाय, योगायािन पसु कालेवनुेयािन इित िवतरेणोपवयते। चोपरागादिनिमेषु िवधीयमानं भगवतः पनं भगवासादनाशाददोपिवशेषेयः सभामानानां दोषाणां अपनोदनाय यमाणाः ायििवशेपाा अिमपादे सिवतरं ितपाते। परतवम् – भगवतः षागुयं च भगवारायणः परं स वासुदेवाद चतुूहामनाऽवितते। त वासुदेवः परपूण षागुयशाली। षगुणातु ानबलैयवीयशितेजांिस। त चेतनाचेतनामक सकलपगता शेषिवशेषोलेिखततया सकलवतुगोचरं तय ानं ानमुयते। जगकृितभावशिः। अथवा अघटतघटनासामयम्॥ बलं नाम जगसृजतोऽय माभावितलकाकवयेन वसृसकल जगभरणटच। (या समतवतुधारणसामयिमयथः) अितहतेछवम् ऐयम्। जगकृितवे ऽिप पयसो दिधभावेनैव िवकारिवरहो वीयम्। जगसृौ सहकायनपेवं परािभभावसामय च तेजः। ततो ानबलोमेषेण अिनपः। सकषणादय जीवमनो ऽहकारपाः। एवं चतुूहं भगवतं यहं पाकािलकेन अिभगमनादपकेन वाषशतकादतेन समाराय पुषः लेशैमुयते। चतुय ूहेयः केशवादयः ादशिवभवावताराः यानोपयोिगनो संजायते। वासुदेवात् केशवनारायणमाधवाः, सकषणात् गोिवद-िवणु-मधुसूदनाः, ुात् ििवम-वामन- ीधराः मयकूमावताराः धमसंथापनाथमुपते। सवषामेतेषां ूहावताराणां िवभवावताराणां च अतरामा परवासुदेव एवेित ायते। लमीते ूहचतुयं िनयोम् – िवभवोऽनतपतु तु पनाभमुखो िवभोः। अिनय िवतारो दशततय सावते॥ अचाऽिप लौकक या सा भगवभािवतामनाम्। ममेवरयासात् आिप षागुयावहा॥ पराऽचावसानेऽिमन् मम प चतुये। तुयावथा िवेया इतीयं शुपित॥ इित।(लमी.त.2.58 तः61 पयतम्) पाे च वणिनपणमिप उम् – (यापादे ) कृते वलेतायामणो ापरे पुनः। पीतः कालो घनयामो वासुदेवः परः पुमान्॥

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रः सकषणो देवः ुः कनकभः। यामोऽिनः किथतः कृतादषु चतुविप॥ केशवः कनकयः यादजुनसमाकृित। नारायणः यामवणः माधवः फटकभः॥इयाद(पाे यापादः 13 अयायः71,72 ोकाः) अनेन वासुदेवमूतमाे युगभेदेन वणभेद इित ायते। परमामनः वपभेदाः – पारािकसंिहतासु सवासु अिताचीनतमायां सावतसंिहतायां पर-ूह- िवभवेित ैिवयमुम्। यथा – ििवधेन कारेण परमं शातम्। आराधयित ये तेषां रागितित दूरतः॥ इित।(सावतसंिहता1-23) अनतरं ीभायकारेण ीभाये ितीयायाये ितीयपादे उपयसभवािधकरणे ैिवयं ितपादतम्। ते आचायाः वदित – सूमं (परं) केवलषागुयिवहं वासुदेवायं परं ा। िवभवो िह नाम रामकृणादादुभावगणः इित। ीरामानुजाचायकालपयतं परमामा ििवधमेव इित ायते। तदनतरकालेन इतोऽयिधकय चतुथयाचावपय वणनं लमीते समागतम्। एवं यथा- अचाऽिप लौकक या सा भगवािवतामनाम्। ममेरानात् साऽिप षागुयिवहम्॥ पराचावसानेऽिमन् मे पचतुयम् इित।(लमी.तम् 2- 59,60ोकाः) अतः अचावपवे समयातरेण अिधकतया िनदशं कृतं पचतुयम्। पुनः पासंिहतामनुसृय ीसंिहतायां भगवतः अतयािमवपं पिवधवेनपेण िभं वणतम्। तथा – ममूतयः पिवधाः वदयुपिनषसु च। परूहो हाद इित िवभवोऽचित भेदतः॥इित।(ीसंिहता.2- 54,55 ोकाः) तदेवम् अतयािमवपं पममिधकं ीसंिहतासमयतः िसिाचुयमगमत्। भगवतः पसु वपेषु वपािण सवािण करचरणाद कपनािन भवित। सहेण तेषां वणनं वयते। परवपम्- ीवैकुठे िनयसूयादिभः (अनतरगडिववसेनादिभः) सााियमाणा परवासुदेवाया मूतःमुानां परमागितपः,अनतकयाणगुणिविशः परशदेन उयते। ूहः- ीरसमुौ वासुदेवसकषणुािनपेण चतुधा िवभय वीकृताः ूह इित।

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िवभववपम् – रामकृणादमूतः अवतारिवशेषः। पराणाय साधूनां िवनाशाय च दुकृताम् इित कारेण धमरणाय देवानां साहायाथ असुराणां िवनाशाय इित। मनुये पादषु वा आिवभूता अवताराः। दशावतारिनपणमिप पानारदीयसंिहतासु वणताः। हादवपम्- उपासकदये अगुपरिमततया िथता मूतः हाद इित। जीवामनः सुवेन योिगिभः तया दयदेशाविथतं मूत पिमयथः। अचावपम्- वयं - िस- मानुषेषु थावरदेवालयेषु अाकृतशरीरिविशः अचकपराधीनान-भोजनासन शयनिथितः ितमापेण िवराजमानः (अयमाना ितमा) मूतः अचित कयते। क परूहिवभवादभेदेन पधा परगयमानेषु िवहेषु सवदेश-सवकालवत मानव सााकारयोयवात् अचािवहय ेतां पूवाचायाः एवं वणयित – अडात् बहवमानं जलिमव लीलािवभूतेः परतो िवमानं परपं न सः आतशामकम्। ीरसमुथं पं अथानां न योजनम्। समयातरे आिवभूतािन रामकृणावतारािण समयातरथानां न ययोयताहािण। तृणातय तटाकलजलमेव तृणां शमियतुमलम्, न तु पृिथवीगतजलं खननादयासादलयमानवात् ,तत् हाद पम् अागयोगादबयासेयम्। महालदवत् सवदा िवमानमचापं सकलजनसापेसााकारयोयं सः िचसादजनकं सकलपापिनवारणपूवकसकलेयः थिमित महतां मतम्। अचापं च देवालयेषु राराजमानं दमगलिवहिमित। तवपयाथायं तपूजाितादकारः देवालयादवपम् इयादकं पतया पारासंिहतासु वयते। इथं परूहिवभवातयायचाभेदेन पिवधं वपमापयािप परमामनः एतेषां यय कयािप अभीय वपय पूजनं भानां ेयकरिमित पारासंिहता िनदशित। इथं पारासंिहतायां दाशिनकिचतनमकार इित शम्॥ अनेन भगवान् ीयतां वासुदेवः॥ उपयुथसूची 1.पासंिहता 2.नारदीयसंिहता 3.ईरसंिहता 4.लमीतम् 5.ीपारावैहायसीसंिहता 6.सावतसंिहता 7.ीसंिहता 8.िवािमसंिहता

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HIV LAW : THE UNITED STATES S.Sreenivasa Rao Research Scholar Dr.B.R.Ambedkar College of Law Andhra University, Visakhapatnam

Abstract The acquired immunodeficiency syndrome (AIDS0epidemic poses a serious threat to public health ,but its impact goes far beyond health ,.the burden of the disease in the united states falls predominantly on disfavoured populations intravenous drug users and gay men. Moreover, racial minorities –Africa, Americans and Hispanics are disproportionately burdened by the disease .Although HIV infection is spreading more rapidly among hetero sexual, they account for a relatively small section of the infected population. Key Words: AIDS, Health, Infection, population.

INTRODUCTION

AIDS EDUCATION

From the earliest moments of the HIV epidemic, educational messages were influenced not only by public health need, but also by morality and politics . consequently federal funds could not be used to provide AIDS prevention materials that” promote or encourage” homosexual activities or used to support educational content that could be” judged by a reasonable person to be offensive to most educated adults”. Similar legislation has been enacted in the states. The conflict between public health and morals is nowhere more evident than in educational programmes in schools. A devout religious group challenged New York’s mandatory AIDS. education programme as a violation of its freedom of religion .New York’s highest court ordered a full hearing on the groups challenges because” we cannot summarily brush aside the passionate assertions of a unique religious group that exposure to [Aids Education] could destroy the foundations of their faith” . In another case, a New York court invalidated a free in school children condom distribution programme .The court found that condom distribution programme. The court found that condom distribution violated the parent’s right to raise their children as they saw fit. In addition to being educational, the programme was considered a public health service and therefore required parental consent. 1

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THE CRIMINAL LAW

Numerous prosecutions for risking transmission of HIV have been undertaken in the United States. Many of these cases have been brought under the general criminal law for attempted murder, assault with a dangerous 0f deadly weapon or simple or aggravated assault, From a public health perspective, a threshold question in assessing the value of prosecuting persons infected with HIV is whether their behaviour poses a significant risk of viral transmission. Several cases involve sexual assaults needle, sharing, or prostitution where there is a risk of transmission. The majority of cases, however involve behaviours that are unlikely to transmit HIV infection .These include biting, spitting or splattering of blood .Federal courts of appeal have held that the mount and teeth of an HIV infected person could be regarded as” dangerous” or “deadly” weapon .this is so despite the fact that the risk of transmission of HIV infection through spitting or biting is de minimise. Because it is not always possible to prove that an HIV-infected person intended to kill, many state legislatures have enacted aids –specific criminal offences. These statutes make it a crime for persons to engage in specified behaviour such as sex or needle sharing knowing that they are infected with HIV, the statues usually require persons with HIV infection to inform their partners of serological status, and courts have upheld these HIV-specific criminal statutes.

United States immigration law

Because of the current state of international law , the legal problems faced by people with AIDS must be addressed through domestic legal systems, one key area that has received extensive attention is the rights of such individuals to engage in international travel and to relocate from one country to another, either an a temporary or permanent basis. Because the united states has had a highly visible role in these matters , a review of its policies provides useful insight on the principal considerations that come into play whenever people with AIDS Seek to travel across national borders2.

Basic statutory framework

United states immigration policy is contained in two key pieces of legislation the Immigration and the National Policy Act of 1953 (INA) and Immigration and Reform Control act of 1986 (IRCA). Although other statues also come into play , the INA and the IRCA provide the basic statutory framework of American immigration policy. The INA and IRCA have been enacted pursuant to congress perceived to; power to exclusively regulate immigration. Although article 1,

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 section 8, clause 4 of the united states constitution provides that congress has the power to establish a “Uniform Rule of Naturalization” the constitution is silent with respect to congress power to regulate the admission and expulsion of aliens. In a long time of cases, however, the united states supreme court has held , based on a combination of international and constitutional principles , that congress also enjoys the exclusive power to control immigration . Because of these cases no state may pass or attempt to enforce legislation ‘that affects immigration or naturalization matters.

Responsibility for immigration matters is divided among the United States Departments of State. State, justice, labour and Health and Human Services The State Department is responsible for issuing immigrant visas. Any alien who wishes to enter the united states must obtain a visa indicating that they have been found eligible to enter the unites states There are many different types of visas, although all visas fall into one of two categories those that are subject to numerical limits and those that are not .A very typical sort of visa is the B-2 tourist visa. Aliens who wish to visit the unites states for short periods of time ( such as while travelling on vacation) must obtain a B-2 visa from the united States embassy or consulate located in their home country. Embassies and consulates are the responsibility of the State Department and are staffed by the state department employees3.

Classification of HIV as dangerous contagious disease

Through its history, the United States has sought to exclude certain types of aliens thought to pose special risks. Currently, the INA lists thirty- three types of aliens, who are to be excluded, These categories are very comprehensive and include beggars ,polygamists , prostitutes ,stowaways ,drug users ,illiterates , anarchists drug users ,certain foreign medical school graduates and Nazi war criminals .There also is category for those aliens” who are inflicted with and any dangerous contagious disease+.

International organizations

Numerous international organizations now are involved in the fight against AIDS .Chief among them is the World Health Organisation (WHO). The WHO is a specialized agency within the United Nations system. It was created in 1948 to coordinate international health efforts and to replace what had become an unwieldy collection of other health organizations, such as the office international Hygiene Publique, The Health Organisation of the League of Nations and the Pan-American sanitary organization.

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In 1983, WHO at its headquarters in Geneva, Switzerland, began reviewing the existing information on AIDS? In 1984 regional WHO meetings were organized in Europe and in the America .In 1985,the WHO convened the first international congress on AIDS In Atlanta in cooperation with the CDC .Following the congress a network of twenty- six WHO collaborating centres were established . In 1986, a second international congress on AIDS was held by the WHO in Paris, followed by third congress in 1987 In Washington, D. C. Since then, the WHO has sponsored or co-sponsored a number of other international aids conferences at various sites around the world, .including an international gathering in London in 1988 .Many observers believe that the London conference was a critical turning point in the effort to gain widespread governmental agreement on the need to move aggressively against AIDS.

By the end of 1986, the WHO’S expanding role in the coordination of the international effort against AIDS required greater administrative expertise. As a result, the WHO created a special programme on aids to bring together within one department all of its aids related activities; the program’s name subsequently was changed to the Global programme on AIDS (GPA.) Today, the GPA is universally acknowledged as being the worlds” preeminent AIDS organization.4

Global efforts

AIDS have been the subject of government action in many countries. At the same time a number of international organizations have undertaken AIDS – related progress and initiatives.

Foreign countries

Response to aids in countries other than the United States has ranged from reasonable to illogical. In many countries ,quarantine proposals have been put forward one means of dealing with AIDS , Cuba England and Australia , for example , have each adopted some form of quarantine for persons with AIDS , By far , Cuba’s method of dealing with HIV-infected individuals in the harshest in the world. Persons who are found to be suffering from HIV are taken into permanent custody and live out their final days of a farm outside Havana. A similar proposal was made in Sweden but was shelved after intense public opposition arose to the idea4

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Private tort actions

The United States has become a highly litigious society, contracting a disease used to be perceived to be a matter of chance or inadvertent misfortune. Today it is not unusual for an ill persons to search for fault and with it liability. Claims of lack of due care, even had faith or betrayal, by those who have been exposed to HIV have found their way to the courts. The depth of mistrust spans many relationships patients against their hospitals or physicians, health care professionals against the facility that employs them one health care professional against another and sexual partners against their heterosexual or homosexual partners

Privacy and confidentiality

Strong ethical reasons exist for protecting the privacy of persons with HIV infection .An important justification for privacy resides in the principle of respect for autonomy. To respect the privacy of persons with HIV/AIDS is to respect their wishes not to be observed or to have intimate information about themselves made available to others .privacy also enhances the development of trust in the physician. one of the defining characteristics of the doctor-patient-relationship is that involves the sharing –freely given -of private information, Failure to respect the confidentiality of patient drives patients away from HIV testing ,counselling and treatment ,and discourages patients from confiding in their physicians.

Discrimination

Every major government “medical” and” public health’ organisation to issue a report on the HIV epidemic has condemned discrimination because its violates basic tenets of individual justice and is detrimental to public health .Discrimination based on an infectious condition is just an inequitable as discrimination based on race, gender or disability5

Disability is defined broadly in the ADA to mean (i) A physical or mental impairment that substantially limits one or more of the major life activities (I.e., a current disability) (ii) A record of such impairment (i.e. ,a survivor of a past disability ) (iii) Being regarded as having such an impairment (I.e. a perception of a disability , even if the person is in fact not disabled)

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Conclusion

The review of AIDS legislation and litigation in the unites states reveals a mixed record, Many jurisdictions in the united states have come to accept the health service research showing the sometimes remarkable efficacy of well- targeted education and counselling and the promise of therapy. Legal reform in the HIV epidemic ought to be guided by an overriding maxim follows “Good law ought to follow sound scientific and ethical principles. “As noted earlier, many countries including the United States have sought to keep out HIV infected individuals in the mistaken belief that doing so will keep the disease at bay. Although the right to freely is considered by many international law scholars to be one of the fundamental rights of any human being. Saudi Arabia and Liberia, for example have at times both requires aids free medical certificates to be arrived by certain visitors.

END NOTES

1 Comment ,Closing the Open Door :the Legal Impact of Human Immunodeficiency virus Exclusion on the Legalization Program of the Immigration Reform and Control Act of 1986, 15 yale J.Int’iL. 162 (1990) 2 Jaris, Advocacy for Victims, An International ulaw approach 20 U, Maimiinter-Am L .Rev 1 (1988) 3 The AIDS Panademic: International Travel and Immigration Restrictions and the World Health Organization ‘s response 28 Va J, int’ L 1043 (1998) 4 The Ineffectiveness and Impact of the Human Immunodefiency Virus (HIV) Exclusion in U ,S., Immigration Law ,3 Geo Immigr,,j, L 87 (1989) 5 Singer,Instut Pastuer v United States : The Aids Patient Dispute , The Contract Disputes Act and The International Exchange of Scientific Data ,15AM,J lL. & med. 439 (1989

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LITERACY AND VOCATIONAL SKILL DEVELOPMENT

Rahul Yadav Assistant Professor Department of Adult, Continuing Education and Extension Faculty of Social Sciences University of Delhi, Delhi

Abstract

In India education system is well define in formal and non-formal set up .Literacy status always reflect social development .Most of states of India improve literacy rate after freedom specially in 80 and 90s decades . Now huge unskilled, deprived, illiterate population is challenge for nation , in presence of adequate literacy rate it will be more helpful to achieve social, economic and political goal. Most of government department and non- governmental Institutions and organisation offers skill development courses for literate and illiterate population .But in absence of adequate literacy they face difficulties .Now in reference to 21st century of India and world economic growth ismeasurement tool for developed nation. Definitely literacy status and skill development is integrated in context of socio-economic growth in rural and urban both in India.

This paper will tries to clear role of literacy in vocational skill development and how skill is important for social development.

Literacy

According to UNESCO the “ability to read and write in mother tongue ”called as literacy .In the absence of literacy any socio-economic plan of government may fail. India has the world's oldest and largest education system in the world. It is believed that the world's first university was established in Takshila in 700 B.C. It was a center for higher learning that attracted about 10,500 students who studied nearly 60 subjects.The ruins of Nalanda University, southeast of Patna, reflect India's prestigious status for the 10,000 pupils and 2,000 teachers who came there from all over the world between the fourth and twelfth centuries. Nalanda saw the rise and fall of empires that built several shrines and monasteries. King Harshwardhan endowed a college of fine arts. Both Nagarujuna and Dinnaga—a Mahayana philosopher and the founder of the school of logic, respectively—taught here.

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Literacy is a fundamental human right and the foundation for lifelong learning. It is fully essential to social and human development in its ability to transform lives. For individuals, families, and societies alike, it is an instrument of empowerment to improve one’s health, one’s income, and one’s relationship with the world.

Generally if the person able to read and write may consider as literate.If any individuals acquire literacy in their mother tongue it also be consider as literate person. Illiteracy in India is characterized by wide gaps between the urban and rural population. The rural population depends mainly on agriculture and the rate of illiteracy is high while the urban population is more of the employee or industrial workers and also educated. Even amongst the male and female population there is a wide disparity in literacy and skill. According to census 2011 male literacy rate is 82% and female literacy rate is 65% while literacy rate of India is 74.04%. The social system in India promotes education for the male gender while the female population, especially in the deep interiors of the country is kept away from schools. Several efforts have been made on part of the state and central government to deal with illiteracy. The National Literacy Mission came into being in 1988 and started striving to involve all sections of the community in the literacy endeavour. The 1992 Education Policy envisaged free and compulsory elementary education of satisfactory quality to all children up to the age of 14 before India entered the 21st Century.

Literacy status of India

Literacy and level of education are basic indicators of the level of development achieved by nation. Increase literacy is generally associated with important traits of modern civilization such as modernization, urbanization, industrialization, communication and commerce. Literacy forms an important input in overall development of individuals enabling them to comprehend their social, political and cultural environment better and respond to it appropriately. It acts as a catalyst for social development enhancing the returns on investment made in almost every aspect of development effort, employment of weaker sections of the society. The 15th official census in India was calculated in the year 2011. In a country like India, literacy is the main foundation for social and economic growth. When the British rule ended in India in the year 1947 the literacy rate was just 12%. Over the years, India has changed socially, economically, and globally. After the 2011 census, literacy rate India 2011 was found to be 74.04%. Compared to the adult literacy rate here the youth literacy rate is about 9% higher. The numbers of children who do not get education especially in the rural

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 areas and drop out rate is highly increase day by day. Though the government has made a law that every child under the age of 14 should get free education under Right to Education(RTE) Act -2009 but the problem of illiteracy is still large.

Other hand if we consider female literacy rate in India, then it is lower than the male literacy rate as many parents do not allow their female children to go schoolspecially in rural areas . Though child marriage has been lowered to very low levels, it still happens. Many families, especially in rural areas believe that having a male child is better than having a baby girl. So the male child gets all the benefitseasily .Now, the female literacy levels according to the Literacy Rate 2011 census are 65.46% . The literacy rate in India has always been a matter of concern but many NGO initiatives and government ads, campaigns and programs are being held to spread awareness amongst people about the importance of literacy. Also the government has made strict rules for female literacy and equal rights. Kerala is the only state in India to have 100% literacy rate achieved in 1989-90 under Total Literacy Campaign(TLC). It is followed by Goa, Tripura, Mizoram, Himachal Pradesh, and Maharashtra, Sikkim. The lowest literacy rate in India is seen in the state of Bihar. We also need to think why is the literacy rate is low here in India compared to other developed countries. Basically the population in India is very high. Being the 7th largest country its population stands 2nd in the world after China. There are one hundred twenty five carore people in India. The number of schools and educational centers especially in rural areas is less and inadequate. Even today many people are below the poverty line and unemployed due to lack of literacy and skill.

Need of vocational skill

The word skill may define that which has been acquired by training or experiences. More than half of India’s population of is below the age of 35.It is estimated that the average age of India’s population will be 29 by 2020. India’s demographic dividend(age group 15-64 ) may prove to be disastrous rather than a source of socio-economic growth, as the country struggles to create sufficient employment opportunities, and adequately prepare its young workforce.India is the fastest growing economy in the world. The distribution of the benefits of India’s growth are highly concentrated, however, with 1 percent of the population accounting for 22 percent of national income and the bottom 50 percent accounting for just 15 %. For India to achieve equitable growth, one necessity is to enable the development of a workforce with employable skills and knowledge that can effectively contribute to and benefit from the nation growth. India’s

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 low skill intensity, and low literacy attainment present a challenge. More than 40 crore of India’s youth are not in employment . India faces challengesto impart skill and generate the employment.Industrial training, soft skill, hard skill and education- employment integration is crucial forhuman resourcedevelopment &should be implementedshort term skill development programme. Government and private organisation take skill initiatives, including Industrial Training Institutes (ITIs), Vocational Training Institutes for adults, neo-literates ,drop-out ,women, NIIT,DOACC etc.PradhanMantriKaushalVikasYojana (PMKVY) of the Central Government, training conducted by several ministries and departments such as agriculture, housing and poverty alleviation, women and child development, commerce and industry, Bachelor of Vocation (B.Voc) and Diploma of Vocation (D.Voc) by the Ministry of Human Resource Development, among others.

How literacy is helpful to Skill development

Now many seminar and conferences conduct about how literacy helps to improve skill. Actually skill development helps to fill literacy gap. As per employment market skill development may fill the industrial need and vital role play in economic development. Globally at least 750 million people still lack basic literacy skills. Two-thirds of the people concerned are women and 102 million of them are youth aged 15 to 35. A third of the world’s poor live in India, and 37% of the total population in India lives below the international poverty line. 42% of children under five years of age are underweight. Most of the poor in India live in villages. Rajasthan, Madhya Pradesh, Uttar Pradesh, Bihar, Jharkhand, Orissa, Chhattisgarh and West Bengal have the poorest areas. High level of illiteracy, lack of healthcare facilities, and limited access to resources are some of the basic problems in poor areas, We have shown that vocational education does not perform as well as academic education both in labour market outcomes and in the level of basic skills, including literacy and numeracy. This is especially true for higher education. Only at the upper secondary or post-secondary level does vocational education perform slightly better than academic education in the probability of being currently employed as well as in the time spent in paid employment, although the differences we find are small. At the same time, many of the 192 million unemployed worldwide are unable to find a decent livelihood due to the lack of foundational skills, including literacy, and failing to meet the skill demands of the rapidly changing labour market. Its effective, combined approaches to literacy learning and skills development so as prepare and support life-long learning, improve lives and livelihoods. Life skill ,hard or soft skill is crucial for freedom, liberation, socio-economic development. Indian huge

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 population is a problem but in other hand un-skilled population is challenge .It is necessary to provide skill to reach economic success. If we are fastest growing economy means skilled workforce is need of hour. So literacy is helpful to get soft and hard skill. Its not only helps to read or write but understand easily. With framework of lifelong learning, literacy and vocational training will ensure economic development of individual and nation. Conclusion

The education system of India is blamed every now and then for being too theoretical but not practical and skill-based. Students study to score marks, not to gain knowledge. This so-called modern education system was introduced by the colonial masters to create servants who could serve but not lead, and we still have the same education system. Rabindranath Tagore had written many articles offering suggestions to change the education system of India. But still success is as elusive as ever. Illiteracy is definitely a big problem for world. After freedom many programme launched in India such as National Adult Education Programme (NAEP),National Literacy Mission (NLM),Saakshar Bharat programme to improve literacy .Literacy is directly associated with skill development .Most of skill oriented schemes and programme implemented and focuses on literate, drop-out population. A growing population is the biggest challenge causing unemployment problems. So skill development is the only tool to eliminate poverty and unemployment. References: 1. Illiteracy in India, the views paper ,Jan, 6, 2009 2. www.google.com 3. Census report 2011 4. Yadav, Rahul (2013), Rural Youth Entrepreneurship and Jan Shikshan Sansthan (JSS), IRJMSH. 5. Yadav, Rahul (2013), 'Role of Jan Shikshan Sansthan in Development of Vocational Skills : A Study of Ghaziabad (U.P.) JSS Centre, published by International Journal of Multi-disciplinary Educational Research (IJMER ), Vishakhapatnam, A.P., pp. 252. 6. Ahmad, Dr. Nassem (1999) 'Constituent Factors of Learning Environment of Adult Learners' published by National Literacy Mission, Directorate of Adult Education, MHRD, New Delhi, PP. 25. 7. Bhatia, Sugan (2014), Literacy and Adult Education in Independent India, Sonali, Publication, New Delhi. 8. Shah, S. Y. (2009), Lifelong Learning in India – Opportunity and Challenges, Pub. Indian Adult Education Association (IAEA ), Delhi.

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A CULTURAL STUDY OF AMARAVATI

Dr.T.Surendra Reddy Assistant Professor Oriental Research Institute S.V.University Tirupati, Chittoor District, Andhra Pradesh

INTRODUCTION:

Buddhism had an easy walk over in the Andhra region. Its adherents worked with missionary zeal to take the people into its fold. While doing so they selected places that are congenial to practice their tenets and lead a pious life in a tranquil atmosphere. They chose centres that were with perennial water supply and free from the buz of the ordinary life. Rivers and mountains were completely made use of. They excavated beautiful caves in the mountains, specially where the rivers were flowing so that they may carry on their activities without hindrance specially from sun and rain. They also took care to see that accommodation was offered to as many as possible, as the centres where they built their monasteries offered education and spiritual training. In constructing the monasteries and other buildings, they made use of the local material to their best advantage, on which they could exhibit their highest artistic skill exuberant with religious fervour. Key Words:- Stupa, Ayaka, Saivaramas, Maha-Caitya, Mahasanghika

Amaravati in Guntur District, which is situated sixteen miles off the west of Guntur, now one of the reputed saivaramas, was once a famous centre of the Buddhist activities in the south from about 200 B.C. Historians differ in their opinions with regard to the identity of Amaravati with Dhanyakataka1, the capital of the later Satavahanas. But it is evident from the narration of Ramaswami who says that Satavahana power appears to have extended into the Andhra region during the reign of Vasishthiputra – Pulumayi or a little before, early in the second century A.D. Dharanikota and with it Amaravati, were to become one of the great cities of ancient India under the dynasty’2. Though the Stupa was in existence from a long time, its developmental activities, according to the archaeological evidences, started in the beginning of the second century B.C.3. The excavations conducted in this region clearly proved that Dharanikota was a place of some importance as early as second century B.C. As the two

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Amaravati inscriptions refer to Dharanikota as a nigama it can be presumed that this town became very important commercially and otherwise. The religious importance of Amaravati must have had its influence on Dharanikota also. Not only the merchants’ guilds but also other individuals contributed to the development of the Amaravati stupa.

There are inscriptions on different parts of the Stupa belonging to its renovation period. Three Satavahana kings, Sri Pulumayi, Sri Sivamaka Sada, who is identified with Siva Sri Satakarani or Sivaskanda, and Gautamiputra Yajna Satakarni, are mentioned in these inscriptions. From these evidence we can presume that it was during the period of the Satavahanas in the second century A.D. that many additions to the Stupa took place due to the munificient donations of the public, like the railing erected around the Stupa. It is also brought to light that a monk by name Buddharakshita supervised the renovation of this railing. A large number of inscriptions recorded from the Stupas bear evidence to the gradual development of the Stupa indicating the donations made by people belonging to higher and lower strata of the society.

The Satavahana rule was famous for its great commercial prosperity. According to Pliny India was draining the Roman empire of fifty million sesterces a year through trade. In the first two centuries A.D. Indian merchants became prosperous. The Satavahanas activised the ports on the coasts, specially Ghantasala, Gudur or old Kodduru, Masulipatnam, etc., on the east. This stretch seemed busy with the Buddhist establishments to which the Satavahana power lent its helping hand. An inscription of the king Siri-yana- Satakarni on the fragment of a Stupa pillar was discovered in Chinnaganjam in Guntur District near the sea-shore. Similar one was found at Kollitippa near about Chinnaganjam. Another three Stupas and Satavahana coins with the device of masted ships were picked up in the area between Madras and Cuddalore. All this proves the interest taken by the Satavahanas in the fields of religion and commerce.

We are at a loss to find out when exactly this Stupa was constructed for the first time. It is believed that the original mound did not differ from that of the Sanchi and Bhattiprolu, as all the three belong to the same period. But in course of time along with renovations, additions were made to this Stupa till the third century A.D.

From a study of the excavations made at the site it is understood that the Stupa originally belonged to the fourth century B.C.4 During the period 156

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 of Asoka, the Stupa had a granite railing with two gateways. There is an inscribed column bearing an inscription of Asoka. In the post-Asokan period this granite railing was replaced by a lime-stone one and most of these rail fragments carry donative labels of the second century B.C. A plan of the Stupa as it looks after completion is seen on a cross-bar fragment. It shows a Stupa with a harmika and the base of the dome carries decorations. A five-barred railing is seen infront of the Stupa. The Stupa took its final form in the first and second centuries A.D.

The Stupa has a diameter of 49.30 m. and the ayaka platforms are 7.20 x 2.10 m. The dome has a diameter of 42 m and the height is half of the diameter. There is a pradaksinapatha between the Stupa and the railings. This is 3.705 to 4.0 m. in width.

This Stupa seemed to have contained three parts (i) the cylindrical base; (ii) the hemispherical dome and the railing enclosing them, and (iii) a square railing of smaller dimensions over the dome known as harmika in which there were smaller posts carrying umbrellas out of which one is lofty.

There are projections at the base in the four cordinal directions which are called ayaka platforms. Each of these platforms contains five pillars known as ayaka pillars. There were four gate ways at the four cordinal points in thie outer railing which enclose the entire structure. The columns at the gate ways have lion capitals. The railing consists of pillars, cross-bars and coping with low relief sculptures both on the inner and outer sides. The sculptures on the inner side depict the scenes from the Jatakas and from the life of Buddha while those on the outer side are mostly decorative. The Stupa is of solid brick variety with lime stone casing slabs veneerd over the drum and dome. The drum is carved with Stupa representations alternated by pilasters. The Jatakas and the events from the life of Buddha covered were alternated by amorous couples. In the lower position of the dome there are triratnas, purnaghatas and running animals.

A study of these reliefs on this Amaravati stupa reveals that the Stupa under went modifications in three stages. The first stage covers the period between 200-100 B.C. The most important technical feature of the relief of this period is the treatment of water representing either a reservoir or a river. This is represented here in peculiar wavy lines conventionalized in the earliest plastic representation of a river in Indian Art5.

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The identification of a relief became a matter of controversy as the central portion of the relief is damaged. Coomaraswamy is of the opinion that this represents funeral ceremonies while Ramachandran interprets this as Archery Contest. Whatever their inter-pretations are all the scholars agree on the point of antiquity of this fragmentary relief. Kempers finally says that ‘In all probability they are contemporaneous with the railings of Barhut. This may be inferred from the similarity of style and writing and also the fact that explanatory inscriptions have been added. This representation of the cycle therefore is much earlier than all other examples known. This is the main point of interest of the present sculpture6.

The first phase in the second period falls in about 100 B.C. From the architectural decoration etc., though the Stupa of Amaravati appears to be later than that of Jaggayyapeta on the strength of the epigraphical evidence which displays Mauryan characters, this is dated back to about 200 B.C.

The second phase of this period became very important as it gives rise to the magnificent era in the history of Indian sculpture. It is in this period there was a considerable change in the religious outlook and practice. The Yaksha cult and mythology were woven into Buddhistic stories and legends for the glorification of the religion.

The symbolic representations like the foot-prints, the pillar of fire etc. did not satisfy the thirst of popular devotional theism which demanded an anthropomorphic image. This demand must have been met with a portrait or an effigy of Buddha in the beginning to which the Mathura school answered. The prose and poetic compositions of Buddhist literature which was available at that time found concretion in the plastic art.

While the carvings on the gate-ways set at Bharhut and Sanchi in the north served as fine examples, in south under the guidance and inspiration of Nagarjuna the old Stupa at Amaravati was repaired, renovated and embellished by a king of the Satavahana dynasty.

The Chaityakas, a sect of Mahasanghika Buddhists, seemed to be responsible for the construction of this great Caitya i.e., the Maha-Caitya of Amaravati which took its final shape in second century A.D. Amaravati Stupa becomes the pioneer in the Stupa architecture in encasing the waist of the drum of the Stupa with slabs containing edifying symbols of the faith and giving a scope to the new pattern of edifying stone-pictures. 158

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Gangoly7 observes that the Amaravati casting slabs attained a height of about 3.20 meters. This space was sometimes covered by two slabs one over the other, and some times by one slab divided into three panels. The triple panels illustrate the early Buddhist trinity of Buddha, Dharma and Sangha. Buddha is represented by a Stupa, the Dharma by a Cakra on a pillar and the Sangha by a Bodhi-tree etc. This combination is a new innovation and an original plastic pattern devised by the Andhra sculptures.

The figures of Buddha which were started with the drawing of a portrait or making a small effigy in the earlier period were replaced by the images of Buddha in about the later period as the demand for them grew leaps and bounds by the middle of the first century A.D. At this stage the Amaravati sculptures began representing Buddha as Mahapurusa in accordance with the principle of iconography.

The earliest representation of the Mahapurusa was seen in two standing figures of Buddha at Amaravati. Here we do not find any ostentation or skill. This massive form is considered an improvement over the Mathura style. Excepting in heavy drapery there is no similarity between Amaravati and Gandhara. The Amaravati type developed a peculiar convention in the turn and upward sweep of the bend of the fold of the Sanghati. A close examination of these Arts of Amaravati and others indicates that at Amaravati the image was not carved before about A.D. 100. The images of seated Buddhas with their original poses with their left hand on the left lap, face upward and holding the right hand in a preaching attitude unlike the Mathura images, convinces us that the Amaravati artists did not slavishly imitate the northern school and prescriptions given in works but worked in the style of independent interpretation. In addition to the life of Buddha depicted in the major panels carved in rectangular frames, there are the garland-bearers on the rails, the nadi devatas on pillars, the animal motives on the base of the railing, the Buddhist legends on the inner face of the railings; several interesting scares and anecdotes are depicted on the inner face of the pillars. Some of them according to Burgess8 are – (a) Mandhata anecdote; (b) Mora Jataka; (c) Buddha as Pillar of fire; (d) Descent from the heaven; (e) Worship of the cakra flanked by Mithuna figures; (f) Mandhata using his bow;

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(g) Chankramana of Buddha; (h) Conversion of Rahula; (i) The Hair-cutting scene and Night scene; and (j) Court scene and division of Relics All this depictions prove how Buddhists worked hard with interest to attract the pilgrims in the first step and then convert them into their faith without any difficulty. This also shows the sincerity of the artists whose imaginative talents flowed in a sublime channel; indicating peace and prosperity of the age.

CONCLUSION: The archaeological and epigraphical sources pertaining to Amaravati reflect the evolution of the Amaravathi Stupa from C.200 B.C. to C.100 A.D. in three phases. The Buddhist culture of Amaravati is depicted in the stupa art and architecture during the three phases. Amaravati stupa can be cited as a classic example of the evolution of stupa art and architecture. There seems to be a well established Buddhist tradition, plan and construction style in so far as the base, gate ways, railing, pillars etc., are concerned which can be found in Amaravati also. Further the sculptures and the Jataka stories depicted on the stupa, its walls and pillars also stands testimony to a pan-Indian Buddhist tradition. However, the local idiom in the Amaravati stupa has its own stamp that is displayed which is different from the Gandhara and Mathura style.

REFERENCES: 1. S.Radha Krishna Prasan in his pamphlet, Amaravati says that Amaravati is the name given to Dhanyakataka in the later periods. Amaravati Site History, Nigama Printers, Lakkavaram, 1987 P.55. 2. N.S. Ramaswami, Amaravati: The Art and History of the Stupa and the Temple, Govt. of A.P., Hyderabad, 1975, P.6. 3. ibid, P.5 4. B.Rajendra Prasad, Art of South India – Andhra Pradesh, Sundeep Prakashan, Delhi, 1980, P.14. 5. O.C. Gangoly, Andhra Sculptures, Govt. of A.P., Hyderabad, 1973, P.39 6. ibid, P.39 7. ibid. P.48 8. J.Burgess, The Buddhist Stupas of Amaravati and Jaggayyapeta in Krishna District, Madras Presidency, Indological Book House, Varanasi, 1970. Pl. V Vs VI and VII-I, VII Vs. IX; X and XI, X-1 and 2 and XII-1 to 4 ff.

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USE OF EDUCATIONAL TELEVISION IN INDIAN DISTANCE EDUCATION

Dr.T.Sripathy Department of Studies in Electronic Media Bangalore University, Bangalore, India

Abstract:

The Indian Constitution provides for equal educational opportunities for all. This is a compilation of the best distance education instructions in India. These institutions, have gradually introduced new educational television. Television, which has an important place in mass communication, has a significant role in Higher Education with its special position, the way of presentation and qualities peculiar to itself. Educational Television Technologies are growing more and more important as educational institutions are facing tremendous challenges because of the requirements of an emerging knowledge-based society, which lead to changes in education and training needs. In access: “distance” and “virtual” institutions allow for growing numbers of students to access higher education, in more remote areas and at any time of day and night. The last few decades have seen the creation of several distance learning institutions, starting with Open Universities using initially radio, television and internet technology. The objective of the present paper is to review open and distance learning in the context of present challenges and opportunities, examine relevant concepts and contributions, outline current global and regional trends, suggest policy and strategy considerations. The concept of open learning and distance education system focuses on open access to education and training to make the learners free from the constraints of time and place, and offering flexible learning opportunities to individuals and groups of learners.

Keywords : Educational Television, Distance Education, Open Distance Learning, Satellite, Instructional Television Fixed Service, Cable television.

Introduction

The use of video in distance education courses has a long tradition, with many colleges and universities having been delivering distance education courses with video since the 80's using the Instructional Television Fixed Service (ITFS) and cable television. With the emergence of the Internet and the increased access bandwidths from private homes to the Internet, the delivery of distance education video via web-streaming has become more widespread and appears poised to

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 replace the delivery of distance education video through ITFS/cable TV. At this juncture in the history of distance education video delivery it is important to take the student attitudes toward these different forms of educational video delivery into consideration. This naturalistic evaluation study examined and compared the attitudes of a total of close to 360 students who had taken distance education classes with video, whereby approximately 180 of the students had participated in classes with ITFS/cable TV video delivery and approximately 180 students had taken classes with web-streaming video delivery. The overall student satisfaction was found to be approximately the same with either form of distance education video delivery. However, there were statistically significant differences in the student attitudes towards specific aspects of the distance education video, such as perceived video quality, technical problems, and preferences for control over the instructional flow.

Education generally, distance education in particular, uses networks to transmit educational content or to facilitate teaching and learning. Although other technologies continue to be used to deliver education content, networked computing and the satellites are so well suited to the effective and efficient transmission of educational information and interpersonal communication that the Broadband has all but become the de facto medium of delivery.

Educational Television and Distance Education

Understanding the history of distance education is valuable in that it shows there was more than one historical path to distance education and that the evolution of distance education has not been easy. Many of the same problems facing implementation and acceptance of educational innovations today have been faced by distance education throughout its history. The history of distance education could be tracked back to the early 1700s in the form of correspondence education, but technology-based distance education might be best linked to the introduction of audiovisual devices into the schools in the early 1900s. The first catalog of instruction films appeared in 1910 (Reiser, 1987) and in 1913, Thomas Edison proclaimed that, due to the invention of film, "Our school system will be completely changed in the next ten years" (Saettler, 1968, p. 68). This dramatic change did not occur, But instructional media were introduced into many extension programs by 1920 in the form of slides and motion pictures just as they were in the classroom. In tracing the history of distance education, the introduction of television as an instructional medium appears as an important entry point for theorists and practitioners outside of the correspondence education tradition, and marks parallel paths for correspondence study and

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 instructional media. Although instructional radio failed in the 1930s, instructional television was viewed with new hope. In 1932, seven years before television was introduced at the New York World's Fair, the State University of Iowa began experimenting with transmitting instructional courses.

World War II slowed the introduction of television, but military training efforts had demonstrated the potential for using audio-visual media in teaching (Wright, 1991). The apparent success of audio-visual generated a renewed interest in using it in the schools and in the decade following the war there were intensive research programs (Reiser, 1987). Most of these studies were directed at understanding and generating theory on how instructional media affected classroom learning. The 1940s saw great interest in television by educators but little action (Adams, 1958), and by 1948 only five U.S. educational institutions were involved in television with Iowa State being the first on the air. Early studies by educators tended to show that student achievement from classroom television was as successful as from traditional face-to-face instruction. A study by Parsons (1957) showed only borderline differences in achievement, and Lapore and Wilson (1958) offered research showing that learning by television compared favorably with conventional instruction. By the late 1950s, 17 programs used television in their instructional materials. The use of educational television tended to grow slowly but by 1961, 53 stations were affiliated with the National Educational Television Network (NET) with the primary goal of sharing films and coordinating scheduling (Hull, 1962). Although instructional television would never realize what many thought was its potential, it was having limited success and had, unlike instructional radio, established a foothold in the minds of educators. In 1956 the Correspondence Study Division of the NUEA conducted a study of the use of television to support correspondence instruction (Wright, 1991). The survey report recommended research to measure the effectiveness of television as an educational tool and, with a grant from the Ford Foundation, Gayle Childs studied television instruction in combination with correspondence study.

In one of the earliest education vs. media studies, Childs concluded that television is not an instructional method, but an instrument for transmitting instruction. He also found no appreciable difference in the achievement level of students taught in regular classrooms by means of television or by a combination of correspondence study and television (Almeda, 1988). In the early 1960s, the innovative Midwest Program on Airborne Television Instruction (MPATI) launched its "flying classroom" from an airfield near Purdue University in Lafayette, Indiana to broadcast instructional programs to school systems and the

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 general public in Indiana and five surrounding states (Smith, 1961). At its peak, MPATI would transmit educational television programs to nearly 2,000 public schools and universities reaching almost 400,000 students in 6500 classrooms in Indiana and five surrounding states (Gordon, 1965).This experiment in learning was the culmination of an educational vision for some educators and the result of a $7 million grant from the Ford Foundation (Carnegie Commission, 1979), a small part of the $170 million spent by the foundation. Although the airborne teaching experiment came down in 1968, the MPATI project succeeded in several ways, including stimulating enough interest in educational television (ETV) in its region that new ETV stations were started. Many schools began using their own closed circuit television (CCTV) systems, and others began experimenting with Instructional Fixed Television Service (ITFS) microwave systems.

An even greater accomplishment (Wood and Wylie, 1977, p. 209) was that the MPATI project got educators from the six-state region to work together to select curriculum and to design and produce "the best example of an agreed-upon body of inter-institutional curriculum materials." And finally, it succeeds in organizing hundreds of autonomous school districts to work together for a common educational goal. The number of educational television stations grew more rapidly in the 1960s and, by 1972, 233 educational stations existed (Carnegie Commission, 1979). Ohio University, University of Texas and the University of Maryland were among the earliest universities to create networks to reach for both on-campus and off-campus student populations (Brientenfield, 1968), and many universities were considering how to bring distance learning to select student populations. By the mid 1960s, much of the interest in funding instructional television had abated, and the Ford Foundation shifted its support to public television. Much of the blame was placed on the mediocre quality of the instructional programming which was often little more than a teacher delivering a lecture (Reiser, 1987).

The 1967 Carnegie Commission on Higher Education concluded that "the role played in formal education by instructional television has been on the whole a small one... With minor exceptions, the total disappearance of instructional television would leave the educational system fundamentally unchanged" (pp. 80-81). Reasons given for instructional television not being adopted included teacher resistance to television in the classroom, the expense of the television systems, and the inability of television alone to meet the various conditions for student learning (Reiser, 1987). In the late 1960s and early 1970s, microwave technology developed, costs went down, and universities began to set

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 up microwave networks to take advantage of the Instructional Television Fixed Service (ITFS) authorized by the Federal Communications Commission. The Carnegie Commission on Higher Education predicted that, by the year 2000, more than 80 percent of off-campus and 10 to 20 percent of on-campus instruction would take place through telecommunications (Carnegie Commission, 1972). Systems utilizing ITFS technology were able to reach regional campuses and other universities, but it remained a closed circuit concept (Wood and Wylie, 1977) reaching only the sites linked to the system and not the general public. It did appear that, for the first time, distant students were considered part of the extended classroom, and television existed to access those not able to come to campus (Dean, 1982).

Satellite Applications in Distance Education

Technological developments in the field of communication can be adapted in the field of education as it is adapted to many fields of life. Thanks to the new technologies available in this field and the advantages they provide, television can already be seen as an outdated tool. Yet as long as the opportunities it provides still keep its validity , television technology is not far from the new developments. Thanks to its special features, television in distance education fulfills the functions mentioned below:

 Supporting and enhancing teaching  Motivation and encouragement  Instructing  Using as supplementary for the other materials  Imposing study speed ( determining rate of study)  Presenting a reference to large masses  Presenting unreachable facts and events  Improve understanding  Promote learning  Enable learning of complex concepts  Promote motivation in search of new knowledge  Give increased learner control  Increase cooperative learning  Accommodate individual differences among learners  Enhance educational effectiveness?  Reduce costs while increasing educational quality

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 The “lecture” format is easy to accept.  The audience can be arbitrarily large.  Dissemination can be on-demand, resources and live permitting.

Technological innovation, long a hallmark of academic research, may now be changing the very way that universities teach and students learn. For academic institutions, charged with equipping graduates to compete in today’s knowledge economy, the possibilities are great. Distance education, sophisticated learning management systems and the opportunity to collaborate with research partners from around the world are just some of the transformational benefits that universities are embracing Television constitutes an important medium widely used to disseminate information to its viewers. It has the unique feature of combining audio and visual technology, and thus considered to be more effective than audio media. It serves multiple purposes of entertainment, information and education. Besides performing motivational function it helps in providing discovery learning and cognitive development of its viewers. Because of its better accessibility, it can bring learning materials to the masses in more direct, effective and personal way than other educational media. Although every media have some strengths and weaknesses, much more depends on how the media is used. The researches carried out by Bates (1981), Salomon (1979), and Olson and Bruner (1974) suggest the television differs from other media in the way it can represent knowledge, and such differences have certain pedagogic implications.

Indira Gandhi National Open University (IGNOU)

The Indira Gandhi National Open University (IGNOU), named after former Prime Minister of India, Indira Gandhi, the university was established in 1985 with a budget of INR 2000 crore, when the Parliament of India passed the Indira Gandhi National Open University Act, 1985. IGNOU have 48 regional centres, 1409 study centres with network of study centres, programme study centres, sub-centres, work centres, multi-media learning centres, and telelearning centres. The university was entrusted with the dual responsibility of: i) Offering educational, training, research and extension programmes at a distance with built-in openness and flexibility, and ii) Coordinating, funding, accrediting and maintaining standards of the distance education system in the country.

Besides, the university acts as a national resource centre for distance education/technology-enabled education. It has an international presence in 34

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 countries overseas. Right from the first offer of academic programmes in 1987, IGNOU had made a conscious decision to use multi-media packages including print, and with a strong component of audio and video programmes. The study of media and technology developments and use at IGNOU shall give a fair idea about such developments in this country and the future possibilities of media use in distance education, especially in the developing countries. Gyan Darshan (literally meaning ‘knowledge vision’): represents the aspirations of the knowledge society to have a full dedicated educational channel in this country for educational and developmental programming. It was launched jointly by the Union Ministry of HRD, Prashar Bharati and IGNOU (the latter being the nodal agency for unlinking /transmission). Educational programmes for GD are contributed by IGNOU, UGC-CEC,NCERT-CIET, as also by National Open School, Department of Adult Education, and some governmental and non-educational organizations. The programmes are uplinked from the earth station at IGNOU and down linked all over the country through INSAT-2B. Launched on January 26, 2000 as a 2-hour channel for daily transmission, the duration increased in 2000 to 9 hours in February, 18 hours in June, 19 hours in November, and 24 hours in January 2001. Though the trial transmission started with 3-8 metre antenna, it increased to 7.3 metre when it was fully commissioned. Since the channel is not terrestrial, it is available through various cable operators all over the country; and attempt is being made to have nodal transmission from Mumbai, Ludhiana and Bangalore. Toll-free facility of 1-600-1-12345 has been extended to 40 cities. It is also available to class X and XII students. Coaching institutions are also invited to join Gyan Darshan to receive television support in terms of telecast of produced programmes, telecast of live programmes, and their sponsorship of programmes. The signal for GD is available on INSAT-2B C-12 transponder, 4170 MHz downlink frequency, vertical polarisation 93.5 degrees east. Doordarshan channels like DD-Marathi, DDGujarati, DD-Kanada and DD-Malayalam come free with Gyan Darshan. Efforts are being made to make Gyan Darshan available through terrestrial transmission; and the Government of India may make it compulsory for private DTH cable operators to provide Gyan Darshan. When shall have operation, Gyan Darshan is part of Doordarshan DTH bouquet.

Central Institute of Educational Technology (CIET)

Central Institute Of Educational Technology (CIET), a constituent unit of NCERT, came into existence in the year 1984 with the merger of Center for Educational Technology and Department of Teaching Aids. CIET is a premiere national institute of educational technology. Its major aim is to promote

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 utilization of educational technologies viz. radio, TV, films, Satellite communications and cyber media either separately or in combinations. The institute undertakes activities to widen educational opportunities promote equity and improve quality of educational processes at school level. The broad areas of activities of the CIET are to design and produce media software, optimize the utilization of EDUSAT communications technologies and terrestrial transmission, Undertake research and evaluation studies on various aspects of Educational Technology, Documentation of educational media programmes and researches for achieving and enhancing its utilization, Dissemination of media programmes both in broadcast and non-broadcast mode, Undertaking training programmes for capacity building in various aspects of educational technology, Advise and coordinate academic and technical programmes of the seven State Institutes of Educational Technology(SIETs) set up by the MHRD and to provide consultancy to various organizations and individuals in the development, utilization and evaluation of educational technologies.

UGC – Consortium Of Educational Communication (CEC)

Consortium for Educational Communication (CEC) was created as an autonomous body under the umbrella of the University Grants Commission. As an apex body, CEC takes the responsibility to set the agenda, work out the priorities and ensure the quality productions, creating an optimal infrastructure of studios and equipment at various media centres to match the telecast requirements. Unstinting support is provided by the University Grants Commission to keep the transmission of CWCR programmes on, for the benefit of the student’s community. The CEC programmes have an all India reach as they are carried over the primary channel of Doordarshan, linked with to nearly 700 transmitters by satellite transmission. Initially all the programmes were generated in English, with the development of infrastructure regionally the programmes are produced in Hindi and regional languages. The media centres have contributed on more than 10,000 hours of programmes. The CEC libraries have rich stock of these canned programmes covering a wide range of subjects. Achieving international standards using the state-of-art technology on video productions, quite a number of these productions received awards in national and international competitions conducted for educational television programmes.

Dr. B R Ambedkar Open University

The university was established in August, 1982 by Act of the State Legislature. It was inaugurated by the President of India. The University was 168

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 renamed as "Dr. B. R. Ambedkar Open University" on 24 October 1991 after the Architect of the Indian Constitution Dr Bhimrao Ramji Ambedkar on the occasion of his birth centenary. The principal aim of the University is to provide an opportunity to those who are not in a position to avail themselves of the facilities for higher education through regular on-campus study at conventional colleges/universities. It adopts a flexible approach to eligibility, age of entry, choice of courses, method of learning, conduct of exams and operation of educational programmes. The University makes use of a variety of learning media including Radio, TV, film, audio cassette and the printed study material, besides arranging contact and counseling programmes and Practical’s which makes for the traditional teacher-student interaction. The University functions through a network of 117 Study Centres located in the twin-cities of Hyderabad and Secunderabad and all the districts of the State. The Study Centres are located in selected colleges throughout the State from which they draw their counseling staff who are experienced members of their teaching staff. The students receive guidance and counseling from the Counselors at the Study Centres.

Yashwantrao Chavan Maharashtra Open University (YCMOU)

The Yashwantrao Chavan Maharashtra Open University (YCMOU) was established in July 1989 by Act of the Maharashtra State Legislature. It is the Fifth Open University in the country. The jurisdiction of this university, originally for the State of Maharashtra, The YCMOU has been recognized under section 12 (B) of the University Grants Commission Act, 1956. It is a member of various prestigious associations and bodies like the Association of Indian Universities (AIU), Association of Commonwealth Universities (ACU), Asian Association of Open Universities (AAOU), Commonwealth of Learning (COL), Canada to name a few. The main aim of the YCMOU is to become a Mass Varsity and to make available to the common man, educational programmes that are of practical use in his day-to-day life and those that provide better prospects for the future. The University offers several offline programmes and has also embarked on a number of innovative online initiatives. The YCMOU has its headquarters at Nashik and provides support to its learners through study centres, which are spread all over the State of Maharashtra. A technological leap was witnessed by the university with the launching of EduSat-based education, supported by the Indian Space Research Organisation (ISRO).The university has established several Virtual Learning Centres(VLC) in the State, each having full-fledged two-way audio and video communication facilities. The students registered for specific programmes at the different VLCs attend lectures there as per a pre-determined schedule. The experts deliver their lectures from

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 the main hub at the University Headquarters or from the specially created sub- studio at Pune. These live lecture sessions also provide scope for interaction with students located at various distant locations. This technology not only involves the learner actively in the learning process, but also ensures that quality academic inputs are provided uniformly to all the learners in the State. Furthermore, this approach to imparting education goes a long way in dealing with the dearth of adequate trained human resources for teaching specialized courses of study at remote locations. The university currently offers 3 academic programmes using the EduSat and many other programmes waiting to use this technology in order to reach wider audiences simultaneously, are in the pipeline. A rather novel experiment was undertaken by the university when it achieved a conversion of the satellite–based lectures into a streaming video format on the web.

EDUSAT - VTU A revolutionary change and progress in the satellite-based educational Communication in the country occurred in September 2004 when a satellite fully dedicated to education and training was deployed. The satellite has footprints and coverage all over India and parts of South Asia (Foot Prints and Coverage shown diagram below). One national and five regional beams in Ku- Band with digital transmission, along with the existing national beam through extended C-Band with analogous transmission are available. The communication channel provides for both two-way video and audio. There are provisions for both satellite interactive terminals (SITs) and receive only terminals (ROTs). There is also provision for digital resource repository, virtual classrooms, data transmission, and video-on-demand. While the technical support including the satellite itself has been provided by ISRO, each of the national educational networks like distance education (led by IGNOU), higher education (led by UGC), professional education (led by AICTE), school education (led by NCERT), education for all (led by SSA-MHRD) and many sub-networks is to be managed by the respective networks. Undoubtedly, distance learning (and IGNOU) is the largest user of this technology.

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Diagram showing National coverage of EduSat

Diagram showing International coverage of EduSat

The teaching end at IGNOU has been operational since 2005 under the national beam with 131 SITs made operational for two-way video and audio multi-site interaction. By 2005, the other largest EduSat users have been APNET/Mana TV in Andhra Pradesh (with above 2000 terminals), the states of

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Madhya Pradesh (1350 terminals), Orissa (1434 terminals), Gujarat (550 terminals), Goa (20 terminals), Tamil Nadu (20 terminals), and KARNET in Karnataka (with over 200 terminals) (Bhatia and Dikshit, 2005). This wireless technology, if converged with the wired web technology, and if properly used, is going to revolutionalise distance education in India.

National Programme on Technology Enhanced Learning (NPTEL)

The broad aim of the project NPTEL is to facilitate the competitiveness of Indian industry in the global markets through improving the quality and reach of engineering education. The operational objective of NPTEL is to make high quality learning material available to students of engineering institutions across the country by exploiting the advances in information and communication technology. The target group for this project consists of students and faculty of institutions offering undergraduate engineering programmes in India. The educational goals are: • Make video lectures in a format appropriate for broadcasting that would provide quality content through the Technology channel named the Eklavya channel by the previous Honorable Minister for Human Resource Development in recognition of the first student of distance education named in the great Indian epic Mahabharata thousands of years ago. • Create web-based (e-learning) material and make it available in the form of a portal / DVDs that would be tailored to meet the needs of engineering students across the country. • Create a website for NPTEL activity. • Make e-learning material available in the web for the video lectures to supplement class room teaching. • Advise target institutions with regard to the software/hardware requirements for benefiting from the national project.

The National Programme on Technology Enhanced Learning (NPTEL), a project funded by the Ministry of Human Resource Development (MHRD) was first conceived in 1999 to pave the way for introducing multimedia and web technology to enhance learning of basic science and engineering concepts. Significant infrastructure has been set up earlier for production of video-based teaching material by the Indian Institutes of Technology (IIT) and Technical Teacher Training Institutes (TTTI). In the current project (Phase I), seven IITs and the Indian Institute of Science (IISc) have been working together to develop web and video based material for basic undergraduate science and

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 engineering courses in order to enhance the reach and quality of technical education in the country.

Conclusion

In summary, the history of Indian Distance Education shows a field that appears to be in a constant state of evolution, that is supported by theory, but in need of research which can fill many unanswered questions. The historical view of indian distance education shows a stream of new ideas and technologies balanced against a steady resistance to change, and it often places technology in the light of promising more than it has delivered. The new ODL system growing fast because of the development of Internet-based information technologies, and in particular the World Wide Web. The concept of ODL education came from idea where the learners and the teachers cannot be in a classroom and they should be separated by some geographical distance or may be they cannot come close to each other to make the entire education system flexible.

Bibliography

 A. W. Bates (ed.), Croom education courses: A preliminary investigation. Research in Distance Education. 2(2), 10–11. Education. (Eric Document Reproduction Service No. ED 389 931). Education”. Journal of Higher Education , 60 (3).  Bates, A. W. (1984). Broadcasting in education: An evaluation. London: Constable.  Bates, A. W.(1998). Television, Learning and Distance Education. Journal of Educational Television. Val.14, No.3, 213-225.  Bates, A.W (1995) Technology, Open Learning and Distance Education,Routledge, London.  Beatty, B., and Ulasewicz, C. (2006). Online teaching and learning in transition: Faculty perspectives on moving from blackboard to he Moodle learning management system. TechTrends, 50, (4).  Biswal, B. N (1995) A Study of Reactions of Students of Correspondence Education in Indian Education.  Hull, R. (1962). ‘A note on the history behind ETV. Educational television, The next ten years’. Stanford CA: Institute for Communication  IGNOU (2000). Course ES-318: Communication Technology for Distance Education, Post Graduate Diploma in Distance Education programme, New Delhi: IGNOU

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 IGNOU Profile (2002), Indira Gandhi National Open University, New – Delhi, India pp 51.  Kulandai Swamy, V.C. (2002). Development of Open Distance Education, Education for Knowledge Era: Open and Flexible Learning, New Delhi: Kogan Page, pp: 25-49.  Ross, LR & Powell, R, 1990, ‘Relationships between gender and success in distance education courses: a preliminary investigation’, Research in Distance Education, vol. 2, no. 2, pp. 10–11.  Seattler. P. (1990). The evolution of American educational technology. Englewood, Co: Libraries Unlimited, Inc.  Settel, I., Lass, W. (1969). Pictorial history of television. New York: Hart.  Sewart, D. (1981). “Distance Teaching: A Contradiction in Terms?” Teaching at a Distance,19.  Willis, B. (1994). Distance Education: Strategies and Tools. Englewood Cliffs, NJ: Educational Technology Publications.

Dr.T.Sripathy, holds a Ph.D Degree in Electronic Media under Science Faculty from Bangalore University and he worked on thesis titled “Educational Television in Indian Higher Education: A critical Study of its Past, Present and Future with Stakeholders perspectives”. An innovative and inquisitive academician constantly engaged in academic and practical activities over two decades in the field of Electronic Media Studies, Educational Technology, Film and Television Production, Television Journalism and MOOCs Video Lecture Production. He has Exceptional record of accomplishment of research success with multiple articles and publications.

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MARKETING PRACTICES OF RICE MILLERS: A CASE STUDY OF KODADA

Dr.Y.Srinivasulu Dr.K.Rajaiah Assistant Professor in Commerce Academic Consultant Govt. Degree College, (Women) Vikrama Simhapuri University PG Nalgonda Centre, Kavali

Abstract Rice is the principal food crop in the plains in the tropical and sub- tropical parts of South-eastern Asia and one of the oldest cultivated food grains. It thrives best in high temperatures and abundant moisture and is generally grown in fields susceptible of being flooded at certain stages of its growth. Hence, the largest areas under rice are located in river deltas or low-lying coastal districts or in tracts subject to inundation during the summer rains. Rice is the basic grain consumed as a food in India which is found in almost every Indian kitchen. It is the most common grain and the most common food in India, however, India is not only a big consumer of rice but also it is the second largest producer of rice in the world after China. India also holds the largest agriculture land for paddy production in the world.

Keywords: Development of Rice Mills, Socio-economic conditions of Rice Mills, Distribution practices and Problems of Rice Millers

INTRODUCTION Rice is the basic grain consumed as a food in India which is found in almost every Indian kitchen. It is the most common grain and the most common food in India, however, India is not only a big consumer of rice but also it is the second largest producer of rice in the world after China. India also holds the largest agriculture land for paddy production in the world. In 2009 total arable land for paddy in the world is 158300068 hectare with the total production of 685240469 tonnes of paddy, out of which 41850000 hectare of the area is held by India only, which produced 133700000 tonnes of paddy just second after 196681170 tonnes by China. India leads in terms of the land holding, while the production is led by China. The smallest paddy production and arable land both is claimed by the Russian Federation with 912970 tonnes and 177500 hectares respectively with second lowest figure of Iran. A time series statistics by ‘Indiastat.com’ from 1949 to 2010 shows, that India over a period of time has grown in the total agriculture land and the

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 production of rice. The statistics shows the continuous growth for area, production and the yield of rice, however in recent years it has shown a little bit of decline, which should be considered seriously and the necessary measures must be taken to keep it again on the growing track. But over the period of time it has shown a growing trend which we can interpret that India has grown in terms of rice producing land from 30.5 million hectare and 23.5 million tonnes of rice production with an yield of 771kg per hectare in 194IN9-50 to 41.92 million hectare agriculture land for rice, 89.09 million tonnes of produced rice and 2125 kg per hectare yield in the year 2009-10. India is not only known for its production, but it is also one of the biggest consumers of rice in the world Figure 1 shows its domestic consumption while making it clear that most of its total rice supply is consumed in India. With the help of a time series data from 1960 – 2012, the statistics of the figure shows that in year 1960 the domestic consumption of rice was 35473 thousand metric tonne on the supply of 38040 thousand metric tonnes rice, which increased in the year 2012 after a long growing trend to 95250 thousand metric tonnes of domestic consumption on a supply of 124100 thousand metric tonnes of rice. Rice is the principal food crop in the plains in the tropical and sub- tropical parts of South-eastern Asia and one of the oldest cultivated food grains. It thrives best in high temperatures and abundant moisture and is generally grown in fields susceptible of being flooded at certain stages of its growth. Hence, the largest areas under rice are located in river deltas or low-lying coastal districts or in tracts subject to inundation during the summer rains. Provided the water supply is abundant and the summer sufficiently warm, rice may also be grown in hill tracts at high elevations, as for example, in Kashmir where comparatively large areas are put under this crop in the wide, gently sloping valley of the river Jhelum at an average height of some 5,000 feet. Rice culture is also earned on in the Kangra Valley of the Punjab and along many of the lower slopes of the Himalayas in Uttar Pradesh, Bihar and West Bengal. For the purposes of cultivation, the hill sides are cut into terraces which are levelled off and embanked by means -of dams in order to retain the moisture obtained from streams or from rainfall. The economics of rice in India including production, supply, consumption and yield, along with the agriculture land for paddy farming has continuously shown a growing trend for a period of time, however, with lots of fluctuations and inconsistency. After a growing trend it has shown a declining trend in all these areas in the recent time which is the time of global change. About KODADA: Kodada is treated as gate way of Telangana because it is the last big town in the Telangana on the National Highway. Kodada is prominent town of Surya Pet District. It is popular in Politically, Culturally, Historically,

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Philanthropically and Industrially. In Kodada surroundings ancient areas are Krishnapuram, Repala and Nelamarri. The historical places in Kodada surroundings are Munagalam, Nadigudem, Nelamarri and Thadwaie. The history told that Anantagiri had been constructed by Kundhurunadu Chodudu as “Giridhurgam” in 1073 AD. The historians wrote that Srikrishna Devaraya conquered Giridhurga in 1519 AD and had taken one day rest their. The historians wrote that the ancient name of Kodada is “Kodethadu” but gradually that become “Kothadu” and later it become Kodada. The popular temple in Kodada surroundings is Swayambhu Chambu Lingeswara Swamy temple at Mellacheruvu. NEED FOR THE STUDY It may be interesting to draw attention to a significant difference between rice and wheat culture. Rice is raised wholly by manual labour and is in fact the only useful food grain that can be grown under swampy conditions. Wheat, on the other hand, is a crop of the relatively sparsely populated temperate zones. Its cultivation is highly mechanised in the main exporting countries and is associated with communities whose standards of having are much higher than those of the great majority of the rice-growing areas. OBJECTIVES OF THE STUDY: 1. To review the status and development of Rice Industry in India. 2. To study the socio-economic conditions of the selected Rice Millers in Kodada surroundings. 3. To evaluate the distribution practices of selected Rice Millers in Kodada surroundings. 4. To identify the problems encountered by the selected Rice Millers in Kodada surroundings. METHODOLOGY Nalgonda District is purposively selected for the study because of the proximity and familiarity of the researcher. The primary data covering all the marketing practices of Rice Millers in accordance with the objectives of the study are collected through personal interviews from the entrepreneurs and managers of the sample units. SAMPLING Primary data is collected from the selected Rice Millers in Kodada of Nalgonda district of Andhra Pradesh. In Kodada surroundings there are 52 Rice Mills are existed. Out of them 25 Rice Mills are taken as sample study. TOOLS FOR DATA COLLECTION A pre-tested schedule is constructed to collect the primary data from the sample Rice Millers relating to their socio-economic and educational background, entrepreneurial factors influencing the selection of unit, marketing

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 practices and strategies, production and marketing problems encountered by them. TOOLS FOR ANALYSIS In order to study the marketing practices of rice Millers, the data collected in this regard is analysed by using the different statistical and mathematical tools. The tools like simple percentages, averages, simple graphs are used in the selected sample Rice Millers. Forms of organization of sample Rice Millers in Kodada Table 1 presents the classification of the sample Rice Millers under different types of organizations. It shows that 08 of the rice mills (32.00 per cent) are classified as under proprietorship, followed by 11 (44.00 per cent) under partnership units and 06 (24.00 per cent) by private limited out of 25 Rice Millers. Therefore, it is clear that the partnership form of organizations dominate among the units selected. Table 1 Forms of organization of sample Rice Millers in Kodada Proprietary Partnership Private Ltd. Total Forms of 8 11 6 25 organization (32.00) (44.00) (24.00) (100) Source: 1. APIIC, Hyderabad. 2. A Reference Annual, Ministry of Information and Broadcasting Government of India. 3. Handbook of Statistics, Chief Planning Officer, Nellore District Note: Figures given in brackets indicate percentage to total. Fig: 1 Form of organization No.of Mills 12 10 8 6 4 2 0 Proprietorship Partnership Private Limitted

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Fig 2 Educational Qualification 14

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0 primary secondary under graduates post others education education graduates graduate

Out of 25 sample Rice Millers two are having primary education as educational qualification, 12 rice millers are having secondary education, 5 rice millers are under graduates and 4 rice millers are graduates.1 rice miller is post graduate. And 1 rice miller is other qualification. Fig: 3 Social status 16 14 12 10 8 6 4 2 0 forward cast backward cast minorities

Out of 25 Rice Millers, 15 are related to forward cast, 7 are related to Backward classes, 3 are related to minorities.

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Fig: 4 Future plans for the development of the unit 20 18 16 14 12 10 8 6 4 2 0 market expansion modernization of starting new unit technology

Out of 25 Rice Millers, 19 are preferred to market expansion, 4 are prefer to modernization of technology, 1 is given priority to start new unit.

Fig: 5 Location of the unit. 30

25

20

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0 suitable location not suitable location

Out of 25 Rice Millers 24 Rice Millers says that their existing location is suitable to their enterprise but 1 says that their existing location is not suitable for their firm.

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Fig: 6 Activity before starting the Rice Mill 9 8 7 6 5 4 3 2 1 0 Business Profession forming others

Out of 25 Rice Millers 6 Rice millers were doing business, Rice millers were doing profession, 4 Rice millers doing forming, 7 Rice Millers are doing other type of activity before they will come to Rice Mill Business. Fig: 7 Occupation of the family 9 8 7 6 5 4 3 2 1 0 Business Profession forming others

Out of 25 Rice millers 3 Rice millers families are related to professional, 8 families are related to business, 6 families are related to forming and 8 families are related to other activity.

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Fig: 8 Method of Selling: 16 14 12 10 8 6 4 2 0 Personal sellilng whole salers retailer

Out of 25 sample Rice Millers 14 millers are doing marketing of their product through personal selling, 10 are doing with wholesalers and 1 are doing with retailers Fig: 9 Marketing Opportunities: 16 14 12 10 8 6 4 2 0 adequate marketing not adequate marketing opportunities. opportunities

Out of 25 sample Rice Millers 15 millers told that their product have adequate marketing opportunities and 10 are told that their product have not having adequate marketing opportunities.

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Fig: 10 Marketing Objectives: 18 16 14 12 10 8 6 4 2 0 achieving specified satisfying customers volume of sales

Out of 25 sample Rice Millers 9 millers marketing objective is achieving specified volume of sales. 16 Rice millers are to satisfy customers. Fig: 11 Area wise Sales 12

10

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6

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0 locally regionally nationally

Out of 25 sample Rice Millers 6 millers are selling their product locally, 10 millers are selling their products regionally, 9 millers are selling their product nationally.

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Fig: 12 Packing Requirements 25

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0 polythene covers jute bags

Out of 25 sample Rice Millers 2 millers are packed their product in polythene cover, 23 millers packed their product in jute bags. Fig: 13 Mode of Transport 14 12 10 8 6 4 2 0 own vehicle hired arranged by contract basis transport customer

Out of 25 sample Rice Millers 2 millers transport their product through their own vehicle, 7 millers are transport their product through hired transport, 4 are transport through transport arranged by customers, and 12 millers transport their product through contract basis.

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Fig: 14 Promotion of Product No.of millers 20 18 16 14 12 10 8 6 4 2 0 advertising publicity free sample

Out of 25 sample Rice Millers 1 Miller promote product through advertising, 6 are promote through publicity and remaining 18 are promote through free samples. Fig: 15 Marketing Problems No.of Rice millers 10

8

6

4

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0 inefficient high cost of inadequate govt no marketing sales force marketing sales regulations problem promotion like levi etc,,,

Out of 25 Rice millers 9 millers are facing the marketing problem of inefficient sales force, 5 rice millers are facing the marketing problem of high cost of marketing, 2 millers are facing the marketing problem of inadequate sale promotion, 5 millers are facing the govt regulations like Levi etc,.., and remaining 4 millers are not faced any marketing problem. 185

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Fig: 16 Raw Material Problems No.of rice millers 14 12 10 8 6 4 2 0 not available not good high price of no problem of of required quality of raw raw material raw material quantity material

Out of 25 Rice Millers 9 millers are face the raw material problem not available in required quantity, 2 are face the problem of not available of good quality of raw material, 1 is facing the high price of raw material, 12 millers are facing the no problem of raw material. Fig: 17 Computation Problem No.of rice millers 12 10 8 6 4 2 0 large units of Computation Computation no problem MNCs from well from imported established substitues small scale units

Out of 25 Rice Millers 6 are face the computation problem from large units of MNCs, 2 Rice millers are face the computation from well established small scale units in the region, 10 rice millers are facing the computation from imported substitutes, and 7 millers are facing the no problem.

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CONCLUSION: I conclude that the Rice Millers should modernize technology and also try to market expansion. They are also try to increase their product through commission agents and brokers. The Rice Millers also try to sell their product internationally. The Rice millers should have label, trademark and ISI mark. They also try to having brand.

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HOW TO ENABLE AND MOTIVATE SLOW AND FAST LEARNERS FOR FOSTERING THE ATTAINMENT OF PROGRAMME OUTCOMES IN OUTCOME BASED EDUCATION

Dr.Arun Kumar B.R. Professor & Head Dept. of MCA BMS institute of Technology and Management Abstract

In any learning process it is quite common that teachers come across slow, moderate and fast learners. In Outcomes Based Education (OBE) system, it is essential to analyse the learners to identify different learners of different types, offer them remedial inputs and enable them to attain COs at targeted level. Further, outcome of analysis of learners facilitates reinforcement of teaching learning processes (TLP). Hence remedial inputs play a major role in fostering PO attainments. In this research work a framework showcasing remedial inputs and reinforcement and format to document them is proposed which supports improvements of OBE TLP.

Keywords: Outcome Based Education, Remedial inputs, Enriching inputs, Course and Programme Outcomes

1. Introduction Outcomes Based Education (OBE) system focuses on organizing curriculum, instruction, and assessment to ensure learning. Therefore to ensure learning continues assessment, evaluation and reinforcement in teaching and learning processes (TLP) is very critical. Outcome based pedagogic principles for effective TLP expects reinforcement of TLP to make it effective. Purpose of assessment and evaluation is reinforcement of TLP. Course outcomes (COs) which are major domain specific outcomes written using action verbs which are specific, measurable and can be demonstrated by the student on completion of the course. A typical CO need to have condition, performance and criteria components in it. OBE addresses the critical concerns such as i) What do you want the students to be able to do? ii) How can you help the students to achieve the goal?

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COs specify the first question whereas to answer the second question, it is necessary to identify slow and fast learners and give required inputs to enable them to attain COs which leads PO attainment. As per OBE, identified slow learners as well as fast learners are need to be motivated by remedial inputs during remedial classes. If the target set for a particular CO, for example, 50% of the students score 60%and above of the marks then CO correlates with PO by value 3. In this case, it is critical to ensure student learning to reach to the targeted level. Hence results of assessment and evaluation leading to identify slow and fast learners, enable and stimulate for fostering PO attainment at large. CC has to periodically continuously introspect when COs are not attained during evaluation in order to ensure CO attainment at the end of the Course. If a particular CO is not attained then one or more of the followings may be true. i) CO defined is not achievable ii) TLP is not suitable to develop the skills iii) Student is lacking engagement in learning

In OBE system, learning is learner responsibility. Role of a teacher is to guide and mentor the student. It is the teacher/CC to give inputs stating that these are the skills you are lacking and this is learning strategy/ path to achieve them. CC may have to offer module/unit learning strategy. Teacher will be reinforcing from next batch or next phase of TLP for the same course and for the same set of students. In order to implement OBE, CC himself has to examine, get examined by the outside world. Towards this COs/Lesson plan/Course Plan should be made available to others for comments for continuous improvements.

OBE focuses in general to develop graduates having attributes as defined by National Board of Accreditation(NBA). Programme outcomes are need to be attained by all graduates at the time of graduation. Hence a Processes is required to diagnose the performance of the learner’s learning followed by reinforcement of TLP which enables them to attain stated attributes/POs. In this paper, how various processes which facilitates slow and fast learners are explained, a modified frame work is given to showcase how PO attainment is achieved, and a new format with sample of data for documenting the Remedial and Enriching inputs given to Slow and Fast Learners respectively is introduced.

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1.1 Some Traditional Practices Versus OBE based approaches Before introducing the OBE framework for Slow and fast learners, analyse the following method which do not focus generally on COs attainment but may be in practice at several Institutions. For example, Proctoring System, even the effective ones which addresses several issues of the students may help the students to resolve their problems but less effective in terms of OBE when COs attainments are not focused. Strategy such as Creating emotional safe classroom, engaging the student in learning activities differently such as using questioning strategies that make the students to think and answer, Continuous evaluation of students by conducting MCQ tests, , individual student seminar to enhance the communication and presentation skills are necessary but effective if they are facilitated with COs only.

The following generic practices adopted by many institutions are also may not be effective if they are not CO oriented.

a. Remedial Classes: Students who are failed in the university examinations are counselled and the reasons are analysed, inputs are given in the topics wherever they found it difficult. b. Notes/Lecture Hand outs to cover the entire syllabus. c. Question paper solving/ discussing: Entire class may be divided into 4 to 5 groups, where each group solves one year/ two semtsers question papers. Faculty member verifies the answers of each group. Consolidated work of all groups is shared among all students. d. Revision of topics: Apart from regular recapping sessions in every lecture hour, Faculty members are advised to revise the topics before every internal test as well as at the end of the syllabus. e. 100% syllabus completion: Even in the semester scheme care should be taken to complete the entire syllabus by taking special classes. f. Recollecting from the students: Students are being asked to repeat themselves in critical topics so that absentees will get benefited. g. Laboratory Tutorial classes: In the critical Labs, tutorial classes are conducted where all lab programs , modification to the existing experiments are discussed, additional programs are given as assignments to solve in the regular Labs. h. Theory Tutorial classes with Cooperative learning Techniques are conducted for theory courses to solve various problems.

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 i. In special cases, students may also be counselled by Professional Counsellors.

1.2 At department of MCA, BMSIT&M, the following best practices followed have enabled PO attainment when they are practiced with CO orientation.

 Value Added Courses,  Partial Delivery of classes by practioners  Project/problem based learning,  MCQ Tests,  Cooperative learning classes,  innovative Teaching methods,  Individual seminars by students on a topic beyond the syllabus,  Additional programs /problems to the VTU list in Labs, modifications to existing problems,  Regular Viva-Voce in Lab every week,  open ended problems in Lab/Theory in some subjects,  Case-studies in all theory subjects ( two compulsory questions from 2016-17 onwards )  Industrial visits and students competitions.  Research orientation: Encourage and guide them to write research papers and present/publish paper in reputed conferences/Journals  Engage them in dept.-social responsibility programs to learn/adopt leadership qualities.

2.0 Framework for PO attainment addressing Slow and Fast Learners

It is highly desired to have OBE approach for identifying slow and fast learners and inculcate certain best practices so that finally graduates at the time of graduation successfully attains programme outcomes. Following framework shown in Figure 1 has been presented with OBE approach to identify slow and fast learners and offer remedial inputs with an intention of bringing slow learners at the expected level and make them to undergo various different learning methods to reach the POS at desired level.

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Figure-1. Framework for stimulating slow and fast learners

3.0 Format for documenting remedial and enriching inputs

It is essential and interesting to analyses how actually remedial inputs are given. Inputs are generally varies as and when learner, CC, Course differs. However, author has designed a new format and introduced to the education community to use, explore possible improvements over the proposed one for further refinement. Figure 2 showcases the format with probable sample data for remedial inputs as well as enriching inputs for slow and fast learners respectively.

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4.0 Conclusion

In OBE system to foster the attainment of POs, remedial inputs and enriching inputs are significant to slow and fast learners. Analysis of Slow learners and fast learners will enable course coordinator in reinforcement of TLP as shown in Figure1. In this research work, the problem of addressing slow learners and fast learners are discussed. The framework presented gives a clear idea for enabling and motivating slow and fast learners. A sample data filled in the format can serve as a reference for interested implementer of OBE. Further reinforcement of TLP enables to attain Programme outcomes.

5.0 Acknowledgement

Dr. ARUNKUMAR B.R. Professor & Head, Department of MCA, BMS Institute of Technology & Management Avalahalli, Doddabalapura Main Road, Yelahanka, Bengaluru – 560064 acknowledges the management for the opportunity given to learn OBE system and its implementation and do research in this area. Author expresses his special thanks to Dr.Manjunath, HoD,ISE,BMSIT&M for sharing OBE concepts during his learning.

Dr. ARUNKUMAR B.R. received MCA, M.Phil. (CS), M.Tech.,(CS&E), PGDIPR [NLSIU] and then he completed Ph.D (CS) from dept. of Computer Science, Dravidian University [A.P. Govt.], Kuppam in 2012. At present he is working as a Professor & Head of the Department of MCA. and Research Supervisor of Ph.D. programme of VTU with 19 years of teaching experience. He worked as a Chairman, BOS, KSOU for UG/PG programmes in the year 2009-10. He worked as a Member of BoS for VTU MCA programme and MCA programme, Bangalore University during 2013-2016 and 2015-18 respectively. He has published 35 research papers in National/International Journals and 25 papers in National/International Conferences including IEEE international conferences. He Authored a book titled ” Application of Graph Theory Concepts to MANETS”, Lambert publications, Germany, published in May 2017. To his credit, 5 candidates have earned their M.Phil. (CS) degree and 6 candidates are pursuing their Ph.D programme in computer Science/Applications. He is a life

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 member of CSI, ISTE, CRSI and IETE and reviewer of research papers for several international journals/ conferences. He has chaired several sessions in conferences and delivered nearly 50 invited talks. His research area includes: Wireless ad hoc networks, Computer Networks and Security, Cloud Computing, IPR & Cyber laws and Software Engineering and Data Mining, Data Analytics and Visualization.

6. 0 References

[1] www.nba.india.org [2] NPTEL video classes of Professor Shyamal Kumar Das Mandal , IIT Kharagpur

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DALAI LAMA - EPITOME OF WORLD PEACE AND HARMONY

Priyadarshini Mahara Research Scholar Department of Buddhist Studies University of Delhi Delhi Abstract:

Buddhism is a pure spiritual path that leads us to enlightenment and everlasting happiness and gives a clear view of the nature of reality, representing the end of suffering for all those who practice it. Buddhism is centred on four basic truths: Life is not perfect; people are left unsatisfied by trying to make life perfect; people can realize there is a better way to achieve fulfilment; and by living one's life through wisdom, ethical conduct and mental discipline, people will reach enlightenment. The Dalai Lama or the Ocean of Wisdom is believed to be reincarnation of Tibetan Deity Avalokiteśvara (Deity of Compassion). Tenzin Gyatso the 14th reincarnation of Avalokiteśvara was born in 1935 in North Eastern Tibet, in a village called Taktser. During the course of Chinese occupation of Tibet, he with other Tibetans escaped to India. After a long and torturous journey, leaving behind his land and people, he reached India and established a refugee base in the Country. Since then, His Holiness lives in Dharamshala, Himachal Pradesh and has devoted his life to philosophical and ethical pursuits.His Holiness the Dalai Lama has laid his energies in bringing peace through his discourses around culturally diverse fabrications of society. He has presented a language of compassion, joy, friendliness and equanimity to human variations altering our understandings of life from a corner of the room. In multiplicity of identities, where every individual is in a race to prove himself to be more superior than the other, His Holiness comes as a instrument of overarching virtues, as a master who can guide humanity to a conclusive adjudication. With the attainment of Nobel Peace Prize in 1989 he has strived to reach out to the mayhem in the world around with a sound of simplicity, piousness and nuance.

Introduction

Like caterpillars spin silk to create their cocoon, some of us spin the initial stages on our lives around our religious practices and spiritual development - a path that changes our perspective of life, in turn making us different!

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Buddhism is a pure spiritual path that leads us to enlightenment and everlasting happiness and gives a clear view of the nature of reality, representing the end of suffering for all those who practice it. Buddhism is centred on four basic truths: Life is not perfect; people are left unsatisfied by trying to make life perfect; people can realize there is a better way to achieve fulfilment; and by living one's life through wisdom, ethical conduct and mental discipline, people will reach enlightenment.

Mahāyāna literally means "Great Vehicle" in Sanskrit. It is one of the two major schools of Buddhism. The origins of Mahāyāna probably date back to the very beginning of Buddhism. The school was built up on the traditional views further developing into Vajrayāna, Tantrayāna, Mantrayāna, Mahamantrayāna and so on. It speaks of achieving enlightenment through a life of a common man with varying degrees of spiritual involvement and compassion.

"Buddha flawlessly depicts the achievement of end of agony as a discharge from the obligations of subservient presence. It is that degree which is neither boundless nor restricted, which is neither earth, nor water or fire or wind. It is neither past the world nor inside of the world. It is neither noticeable nor non- detectable. Thus it is this, the end of torment."1

Mahāyāna Buddhism follows the concept of ‘śūnyatā’ or "emptiness." Śūnyatā is the nature of phenomenal existence. It is an understanding of Saṃsāra or universe, pointing out to the fact that everything is devoid of a permanent, substantial conscience. This concept of no –self or no-soul forms the foundation of Buddhism. It lays emphasis on the relative nature of existence, where individuals are devoid of any permanent essence or existence, thereby, stating that one’s nature is dependent and closely connected to that of his or her surroundings. This is the concept of absolute reality, the reality which is empty, devoid of permanence and always in a state of flux.

It is this dependent reality of existence that goes unseen by the world thus leading to chaos around us. It is in this challenging environment, where man is killing man for materialistic desires that we need to look deeper into what the Buddha had to say. His Holiness the 14th Dalai Lama brings Buddha’s teachings of compassion and ethics to the world today,Speaking about the cause of suffering in one of his discourses, the 14th Dalai Lama says “If we ask how

1 Nibbāna Sutta, Udāna VIII. I. F.L. Woodward, ed., Paramatthadīpani udānattha kathā of Dhammapālacariya (London: The Pali Text Society, 1977). 198

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 attachment and anger arise, the answer is that they are undoubtedly assisted by our grasping at things to be true and inherently real. When, for instance, we are angry at something, we feel that the object is out there, solid, true, and un- imputed, and that we ourselves are likewise something solid and findable. Before we get angry, the object appears ordinary, but when our mind is influenced by anger, the object looks ugly, completely repulsive, nauseating; something we want to get rid of immediately- it really appears to exist in that way: solid, independent and very unattractive. This appearance of “truly ugly” fuels our anger. Yet when we see the same object the next day, when our anger has subsided, it seems more beautiful than it did before; it’s the same object but it doesn’t seem as bad. This shows how anger and attachment are influenced by our grasping at things as true and un-imputed.”2

The Dalai Lama or the Ocean of Wisdom is believed to be reincarnation of Tibetan Deity Avalokiteśvara (Deity of Compassion). Tenzin Gyatso the 14th reincarnation of Avalokiteśvara was born in 1935 in North Eastern Tibet, in a village called Taktser. During the course of Chinese occupation of Tibet, he with other Tibetans escaped to India. After a long and torturous journey, leaving behind his land and people, he reached India and established a refugee base in the Country. Since then, His Holiness lives in Dharamshala, Himachal Pradesh and has devoted his life to philosophical and ethical pursuits. He is a living Bodhisattva, ‘Enlightened being’ who seeks enlightenment not just for himself but for all sentient beings. Bodhisattvas are believed to be those enlightened beings who have postponed their own enlightenment and chosen to take rebirth in order to serve humanity. An ideal of Mahāyāna Buddhist practice aims at enlightenment not just for one individual but for the entire humanity. It is the ideal way for a Buddhist to live. This is a way of life, a way of selflessness; it is a strong wish for all beings, regardless of who they are, or where do they belong, to be liberated from suffering. Anyone can embark on the bodhisattva path. His Holiness the Dalai Lama has laid his energies in bringing peace through his discourses around culturally diverse fabrications of society. He has presented a language of compassion, joy, friendliness and equanimity to human variations altering our understandings of life from a corner of the room. In multiplicity of identities, where every individual is in a race to prove himself to be more superior than the other, His Holiness comes as an instrument of overarching virtues, as a master who can guide humanity to a conclusive adjudication. With

2 The Dalai Lama. Four Noble Truths. Edited by Nicholas Ribush. October 10, 2014.http://www.lamayeshe.com/index.php?sect=article&id=380 (accessed January 9, 2015).

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 the attainment of Nobel Peace Prize in 1989 he has strived to reach out to the mayhem in the world around with a sound of simplicity, piousness and nuance. His practices always seek development of these four sublime states of existence Mettā (loving kindness) which eliminates forceful destructive vice of anger and hatred, Karunā (compassion) leading to the elimination of cruelty and harm that has taken a strong hold of the world, Muditā (sympathetic joy) eliminates envious nature of the being thus leading to appreciative nature and joy towards everyone, Upekkhā (equanimity) which brings about a state of balance by elimination aversion to the non-desirous and desire for pleasurable. These four sublime states of existence were taught by the Buddha himself. If one dwells in these states of perfection the desire will eventually disappear. This extinction of desire or thirst for materialistic pleasures is the ultimate aim of Dalai Lama. If one tries to understand fundamental teachings of the Buddha on which the whole pantheon of Buddhist Philosophy, Philosophy of Life stands; one will come close to an understanding of Four Noble Truths (Sanskrit: Catvāri Āryasatyāni, Pāli: Cattāri Ariyasaccni)

 The Buddhist conception of human existence, articulated as the First Noble TruthofDuḥkha. (Sanskrit: Duḥkha Āryasatya, Pāli: Dukkha Ariyasacca)  The cause of Duḥkha. This diagnosis comprises the Second Noble Truth. (Sanskrit: Duḥkhasamudayai-āryasatya, Pāli: Dukkhasamudaya-ariyasacca)  The Buddhist doctrine of Nirvāṇa (Pāli: Nibbāna), not as merely an eradication of the cause of duḥkha but as a positive cultivation of wisdom, which is the Third Noble Truth. (Sanskrit: Duḥkhanirodha-Āryasatya, Pāli: Dukkhanirodha-ariyasacca )  The practical path to be trodden to this end - the Fourth Noble Truth. (Sanskrit: Āryāṣṭāṅgamārga-āryasatya, Pāli: Ariyaaṭṭhaṅgikamagga- ariyasacca)

These are the four truths of life. The moment one understands this nature of existence, that very moment chaos around the world will come to an end. There will be No Wars for Power, No Killings in the name of Religion, Caste or Creed, No Trade of Arms and Armaments, No Boundaries between Humanity. Every living being will be respected as an individual and the surroundings will be taken care of. “The practicableness of the Buddhist soteriological position is reflected by the fact that the path leading to it is called the middle way between all extreme views of life on the two ends of all spectrums. The middle path, however, is not a geometric mean between two extremes; rather, it’s the realisation of the inter-

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 dependence and conditioned genesis of all phenomena, which the great Mahāyāna philosopher Nāgārjuna calls śūnyatā.”3 There is a need to bring ethical and moral teachings of the Buddha to ease out present situation in the world. It is essential to follow the Noble Eightfold path in order to move beyond the realm of birth and rebirth and to reach the absolute. This eightfold path constitutes of eight virtues which are Right View (Pāli: Sammā diṭṭi, Sanskrit: Samyag dṛṣṭi); Right Resolve (Pāli: Sammā saṅkappa, Sanskrit: Samyag saṃkalpa); Right Speech (Pāli: Sammā vācā, Sanskrit: Samyag vāc); Right Action (Pāli: Sammā kammanta, Sanskrit: Samyak karmānta); Right Livelihood (Pāli: Sammā ājīva, Sanskrit: Samyag ājīva); Right Effort (Pāli: Sammā vāyāma, Sanskrit: Samyag vyāyāma); Right Mindfulness (Pāli: Samma sati, Sanskrit: Samyag smṛti); Right Concentration (Pāli: Samma samādhi, Sanskrit: Samyak samādhi). Developing these virtues and dwelling in sublime state of existence, Dalai Lama has contributed immensely in restoring values and principles around the world. His major efforts have been in promoting human values of forgiveness and compassion along with self-discipline and patience. Even as a political leader for his people and land, he always initiated a middle way approach and worked for autonomy of Tibet. He values every religion, every community, custom and tradition and terms them to be secular ethics. The world is in a need to incorporate ‘secular ethics’ in its true form.

Dalai Lama has laid emphasis on building up institutions which are open to people from all around the world. Tibetan Communities openly welcome people from different Diasporas. He presents ethics for the world which is beyond religion. He has always spread the message of how inner peace and a harmonious surrounding is any day more important than possessions or money. Hoarding wealth should not be the aim of mankind; rather it should be service of people around them without any expectations in return. According to him the there is an urgent need for acceptance of universal responsibility. When we talk of Universal Responsibility we are taking into consideration not just human race but also the environment which is indubitably interconnected with human beings. To bring peace there is a need to join hands with the world around us. It is only together that we can fight this world crisis. He cites examples of Mahatma Gandhi and Martin Luther King JR. in most of his teachings to show the world that non-violence is the weapon of braves and can bring tolerance and harmony in the society and have all powers to end on-going wars.

3 Kalupahana, David J., trans. Mulamadhyamakakarika of Nagarjuna: The Philosophy of the Middle Way. New Delhi: Motilal Banarasidas Publishers Pvt Ltd, 1999, 339.

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His Holiness is a Tibetan and carries the name of the ‘Dalai Lama’. Therefore, his another commitment is to work to preserve Tibet's Buddhist culture, a culture of peace and non-violence. He has been trying hard to go for peace talks with the Republic of China and lays a demand for autonomous Tibet, but until date all of his efforts have not been accepted. Although this does not leave the Dalai Lama from striving harder. He is a great example for the world to move beyond religion and to develop such strong ethics and virtues that they become one’s weapon in fighting injustice and fear. Buddhist ethics is necessary to bring people back to life, life of a human being, to put an end to murders, rapes, world wars and so on and His Holiness the Dalai Lama is an inspiration leading us on this path to enlightenment.

Someone has rightly said that, “Spiritual leaders influence more than they direct, and they inspire more than they instruct. They intuitively recognize that they are serving something—and someone—larger than themselves and their own objectives. With His teachings, the Dalai Lama raises the Caterpillars in us into the beautiful butterflies! He is truly the “Epitome of World Peace and Harmony!”

Works Cited

 The Dalai Lama. Four Noble Truths. Edited by Nicholas Ribush. October 10, 2014. http://www.lamayeshe.com/index.php?sect=article&id=380 (accessed January 9, 2015).  His Holiness the Dalai Lama. Beyond Religion ethics for a whole world. India: HarperCollins Publishers, 2014.  Kalupahana, David J., trans. Mulamadhyamakakarika of Nagarjuna: The Philosophy of the Middle Way. New Delhi: Motilal Banarasidas Publishers Pvt Ltd, 1999.  Rahula, Walpola. What the Buddha Taught. Taipei: The Corporate Body of the Buddha Educational Society, 1978.  Sutin, Lawrence. All is Change: the two-thousand-year journey of Buddhism to the west. New York: Little, Brown and Company, 2006.

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FACTORS AFFECTING IMPLEMENTATION OF PHYSICAL EDUCATION CONTINUOUS ASSESSMENT, IN CASE OF METTU UNIVERSITY SPORT SCIENCE DEPARTMENT, ILLUBABOR ZONE, OROMIA, WESTERN ETHIOPIA

Abebe Deressa and Sheleme Jifara

Abstract:

The main purpose of this study was assessing factors that affect the implementation of physical education continuous assessment in Mettu university sport science department. This study aimed to find out the factors of the implementation of physical education CA, the facility, field and court, the attitude of teachers and students toward CA and the challenge facing the implementation of CA. The study involved three batches of sport science students those were randomly selected from 136 students, 11physical education teachers, and 2 deans were involved in the study. The study used descriptive methods design to conduct the research. Data were collected through questionnaire, interview and observation. Percentage SPSS 16.0 version software used to analyze and present the data. Finding showed that most teachers use CA during teaching learning physical education. But there are variations between teachers. Accordingly, it is possible to say CA is implemented in teaching and learning physical education class. But there are different factors to implement it. The study concludes that teachers and students have low interest toward CA because of different problems faced them. Large class size, lack of materials, equipments, accommodations, field, court, lack of access internet and reference books, harmonized curriculum and environment are the challenge facing the implementation of physical education CA. The researchers recommend that all concerned body should have to fulfill the necessary materials and all related problems to improve the students teaching and learning process by enhancing continuous assessment.

Key words:- Continuous Assessment, Implementation, Physical Education, Sport

INTRODUCTION

1.1 Background to the Study As everybody knows and believes education is any social activity by which an individual gains knowledge, develop skills, ability, and attitude. It is therefore understood as a basic means of economic, social and cultural changes of a society as a whole. This means it enables individuals and society to acquire the necessary knowledge, skill, and attitude that helps to improve their lives. According to Hopkins and McKeown (2002) people around the world recognize that the current economic development trends are not sustained and that public awareness, education and training are the key to moving society toward sustainability. According to Adegbesan (2010), education has been described as the bedrock of every society and tool for nation building. From this idea, it is not difficult to think that development of nation cannot be believed without education. Education is an “organized and sustained communication designed to bring about learning and a cornerstone of economic growth and social development, as a principal means of improving the welfare of individuals”, so it is argued by Lockheed & Bloch in a World Bank Policy Paper on all level Education (1990:2). Scholars and educationists like Bishop (1985) and Salia-Bao (1987) go further to argue that for education to bring about learning there should be some form of guidance for both the learner and the teacher. The guidance is what is referred to as the curriculum. Urevbu (1990:2) explained that, “…part of the problem involved in talking and thinking about curriculum is the variety of definitions and views of curriculum offered to us on all sides. We are literally

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 bombarded with a multitude of competing, and sometimes, conflicting definitions which tempt us to choose among them, to blend some of the definitions, or even to reject them all and find the „real‟ definition of curriculum for ourselves”. The teaching and learning of Physical Education is based on principles from science, psychology, sociology and movement education which involves a lot of psychomotor skills. The subject has developed from simple drills to varied patterns of activities aimed at improving the physical well- being of individuals and communities. Some of the reasons for offering Physical Education in primary schools are that Physical Education improves the general health of the individual; improves the general health of a community leading to lower absenteeism from school and work; creates the love for sports and games; serves as the basis for the training of potential athletes for the clubs and the nation; and imparts a healthy and positive attitude of mind that helps academic work in schools. (Vannier et al 1973). It is for these and other reasons that access to Physical Education and sports activities are enshrined as a fundamental human right in the UNESCO Charter on Physical Education and Sports which states, inter alia, that, “Every human being has a fundamental right of access to Physical Education and Sport which are essential for the full development of an individual’s personality. The freedom to develop physical, intellectual and moral powers through Physical Education and Sport must be guaranteed both within the educational system and in aspects of social life” (CRDD- Ghana, 2007:25). One of the major activities in the teaching-learning process is assessment of students. Assessment, according to the views of some scholars, is inseparable from the teaching-learning process. “Like a design that waves into a fabric by a weaver. Instruction and assessment are interconnected. They are part of the teaching-learning process and one naturally leads to the other. No one can hesitate that assessment is part of the teaching-learning process and it helps educators, teachers and school officials to make sound decision on the students’ progress. What should be considered there is that weather this assessment is able to provide a complete picture of the students’ progress. How this approach of assessment should be practiced? What materials and resources are required to assess student? And others can be raised here. The assessment approach that is intended to be practiced by university is continuous assessment. This is because it is dependable in revealing the real changes in students’ behavior. Continuous assessment in addition to being more powerful and more inclusive, as highlighted by Mitko (2004) has the following merits.  It promotes frequent interaction between students and teachers that enable teachers to know the strengths and weaknesses of learners and identify which student need review and remediation.  Students receive feedback from teachers based on performance that allows them to focus on topics they have not yet mastered. Similar idea was formulated in copper (1996) that this in turn promotes a student-teacher relationship based on individual interactions, students learn that the teachers value their achievements and that their assessment outcomes have an impact on the instruction that they receive and one-to-one communication between the teacher and the student can motivate learners to continue attending school and to work hard to achieve higher level of mastery. In the same article, it is stated that, continuous assessment helps teachers to assess the curriculum as implemented in teaching learning process. It allows evaluating the effectiveness of their teaching strategies relative to the curriculum and changes these strategies as directed by their students. Considering the very advantages of continuous assessment in Ethiopia, teachers are expected to implement continuous assessment. However, from the experience of the researcher, it seems that continuous assessment is not being used. Some of the reasons may be lack of awareness of the important feature and uses of continuous assessment by teachers, lack of professional competency, absence of positive attitude to it, and irresponsibility of teachers.

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Good leadership capacity and teaching methods are always seen as basic development tools in schools concerning the application of continuous assessment. Leaders are important because they serve as anchors, provide guidance in times of change, and are responsible for the effectiveness of organization. On the basis of the foregoing, the researcher argues that the successful implementation of continuous assessment policy in the Further Education and training band requires the objective perspective of the manager as well as the flashes of vision and commitment wise leadership provides. Furthermore, the researcher argue that the successful implementation of CA in schools will depend, among other things, on an ability by the school managers to influence staff’ actions as well as efficiently and effectively maintaining organizational structures. The challenges confronting the continuous assessment policy have always betrayed the purpose it intended to achieve in many Ethiopian schools. In order to address these challenges, this research suggests that the leadership and management perspective is crucial to optimize utilization of staff potential. This research is an attempt to investigate and explain the role that should be played by school managers in the implementation of the continuous assessment policy in the various schools of Addis Ababa, and further examines the extent at which the school managers and teachers perform leadership and management roles such as the instructional leadership, management of parent involvement, learner management, motivation, and monitoring and support. Assessment plays a significant role in the educational development of person and of course, a nation. Educational assessment provides the necessary feedback we require in order to maximize the outcomes of educational efforts. It is a means of quality control of determining the level of accountability displayed by stake holders in the industry and also of determining the effectiveness of teaching and learning as well as in finding out student achievement. Greaney and Kellagham (2001) defined assessment as any produce or activity that is designed to collect information about the knowledge, attitude, or skill of the learner or a group of learners. Assessment is therefore a process through which the quality of individuals work or performance is judged. Continuous assessment is method in which the students’ performance in term, session, or a course is determined using a series of tests and other instruments administered on the students at various time during the term, session, or course. According to Aggrowal (1999) cited in Mwebaza (2010) continuous assessment is not simply continuous testing. It is beyond giving a test. It involves every decision made by the teacher in a class to improve students’ achievement. According to Ugodulunwa (1996) the term continuous assessment refers to a systematic, comprehensive, cumulative, a guidance oriented technique of evaluation rather than single terminal evaluation of an individual. Continuous assessment is therefore characterized by its systematic nature, comprehensive nature, cumulative nature, and guided oriented approach to pupil evaluation. Continuous assessment is systematic in the sense that it involves an operational plan that specifies in an advance the type of assessment to make the frequency of an assessment and assessment instrument to be used. Its comprehensive nature refers to the use of variety of instruments for assessing behavior in the cognitive, effective, and psychomotor domains. It is cumulative in the sense that it involves repeated measurements of the learners’ performance, the results of which are subsequently used in determining the final performance. The guided oriented nature of continuous assessment implies that it provides important information which help teachers in the guiding of the learners (Ugodulunwa,1996)

1.2. Statement of the Problem Continuous assessment motivates students to learn on an on-going basis and it provides opportunities to get feedback on their learning. Continuous or ongoing assessment gives both the student and the lecturer detailed up-to-date information on the students’ development and learning requirements, and the formative nature of this assessment gives students feedback on their progress during semester when they still have time to modify their practice. This strategy provides a level of flexibility to the lecturer, in that it gives them time to implement pedagogical changes before

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 semester scores are completed. Since continuous assessment involve data gathering over a long period of time, it will yield more accurate data reaching the teachers early enough to modify instruction and it place teachers at the centre of all performance assessment activities. Ethiopia has been introduced new education policy in 1996 to make reform on the education system in the country. In Ethiopia assessment method in higher education was based on one-shot exam until recent years. However, the government understands that such kind of assessment system is traditional and degrades students’ performance. As a result, higher institutions introduced continuous assessment as a framework in their education system. Nevertheless, findings of study in Tanzania as in reference, reveals that teachers’ showed to have little capacity in assessment practices especially in the use of table of specification in constructing test items, transforming score into standard scores for uniformity purposes as well as incorporating continuous assessment scores in the annual assessment of students. However, teachers have to pay more serious attention to the continuous assessment of students. Therefore, assessing the implementation and practices of continuous assessment in this area is important because there may be factors that hinder teachers to implement it appropriately. Thus, the researcher intends to assess the implementation and practices of continuous assessment in Mettu University in order to see its status. According to MoE (2010), new curriculum education gives great focus to continuous assessment. That means the teaching and learning process requires continuous follow up. The implementation of continuous assessment has direct relationship with quality education. Because, the academic progress of the students can be measured and evaluated by continuous assessment. Concerning the implementation of continuous assessment there are few studies which identify some of the factors that affect the implementation of continuous assessment. For instance, Tamene Olana (2007) stated that class room conditions, attitude of teachers toward CA, lack of professional skill in line with the new approach, lack of instructional materials, school facilities, seem to hinder the effectiveness of the implementation of CA. The following conditions are also the reasons which initiated the researcher to undertake this study on this area and subject specifically. Firstly, from general education quality improvement program (Mo E, 2008, p: 6), school facility is one of the important things that require great consideration by all stakeholders in order to solve the problems seen to improve quality education. But there are standard and situation variety among university. These standard varieties are class size, resource availability, teachers load, instructional materials, field, court and the commitment of teachers and other stakeholders. Secondly, there are also attitudinal varieties between students on accepting continuous assessment in teaching and learning physical education. We believe that some of our university students consider continuous assessment as method which make them busy and increase load for the preparation of the content they learn. This means there is fear to be successful among some of the students when they are assessed by continuous assessment on the subject they learn particularly in teaching and learning physical education.

1.3. Research Questions This study has tried to answer the following research questions:  What do looks like the practices of continuous assessment in the study area?  How often the teachers apply continuous assessment in physical education theoretical and practical session?  Are there challenges that faced for teachers to carry out the continuous assessment in class room and field successfully?  What is the status of the implementation of continuous assessment in teaching and learning physical education?  What are the attitudes, interest of physical education teachers and students toward continuous assessment in teaching and learning physical education?

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1.4. Objective of the Study 1.4.1. General Objective The general objective of this study is assessing the implementation of physical education continuous assessment in Mettu University sport science department. 1.4.2. Specific Objectives  To examine the practices of continuous assessment in the study area.  To test the effectiveness of continuous assessment implemented in the study area.  To investigate the current status of the implementation continuous assessment in teaching and learning physical education.  To find out the attitude of physical education teachers and students toward continuous assessment in teaching and learning physical education.  To identify and investigate the challenge facing the implementation of continuous assessment in teaching and learning physical education.

1.5. Significance of the Study Education is the basement of overall development in any country since it develops human capital. It is impossible to imagine that change has come in one country without expansion of education. Moreover, education needs continuous assessment to develop capacity of students. Therefore, a study on practices and effectiveness of continuous assessment is one important area on education. The study could render the following advantages to the study area and other areas with similar problems.  To improve the most challenges/factors/ for better implementation of physical education continuous assessment.  Introduce better perspectives that problems on implementing continuous assessment effectively have adverse impact on quality of education.  Assist concerned bodies to physical education in the area to integrate relevant objectives of problem solving based on the findings in the study.  Inspire future research activities over crucial factors focused on the study in relation to continuous assessment.  The research would provide relevant knowledge and information to the university about the implementation of continuous assessment in the sport science department.  To make the sport science department teaching-learning environment more conducive.

1.6. Scope and delimitation of the Study This study specifically focuses on factors affecting implementation of physical education continuous assessment in Mettu university sport science department. The specific study area is Mettu University which is found in Oromia region western Ethiopia Mettu town. Accordingly any of the analysis and the findings of the study are specific to the study area. Therefore, the findings of this study may not represent or correspond to other university. Thus, because of the scope the findings of the study are delimited to only Mettu University. Methodologically, the research employed both qualitative and quantitative method to analyze the collected data. The content scope is factors affecting implementation of physical education continuous assessment. Therefore, conclusions and recommendations are delimited to factors affecting implementation of physical education continuous assessment.

1.7. Limitation of the study Different limitations hindered the progress of this research, for instance; the difficulty of getting adequate and relevant locally prepared materials on the implementation of continuous assessment

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 in general and teaching and learning physical education in particular, time constraints and budget are the most one.

1.8. Definition of Terms  Achievement– the competence learners have on the test prepared by the teachers or others body on the basis of mathematics syllabus and content of textbook.  Attitude– away of feeling or acting toward situation.  Challenge –situations or conditions or something that hinder the operation of continuous assessment.  Continuous assessment- the system in which the quality of students work is assessed by various pieces of work during a course not by mid examination and final examination. General Secondary School-school that range from grade nine to ten (MOE,2008).  Implementation-putting in to effect by means of definite plan or procedure.  Physical education- is an education which is mainly given through physical activity to maintain all aspects of personalities. For instance, mental, physical, social, spiritual, and emotional well-beings.  Sport – is an organized competitive form of competition which have its own rule and regulation, space specified, spectators, referees and time frame.  Terminal Assessment-an assessment that is carried out at the end of a course or major unit thereof.

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This section provides with the analysis of the data collected through questionnaire and semi structured interview. Results of interview and open ended questions are analyzed and explained in words while the responses of the close ended questions in the questionnaire are analyzed in percentage. This chapter is sub divided into four sub sections. The first part presents the characteristics of the teacher and student respondents by different categories while the second part analyzes data from each. The third part discusses the factors pointed out by respondents believed to be affecting the implementation of continuous assessment. And the fourth and final part presents recommendation of the respondents on the issue. All questionnaires distributed to both teachers and students were perfectly filled out and returned. This was because all the questionnaire papers were distributed in a face to face situation by the researchers and collected with the help of physical education teachers of the university. Most of the questions were common to both groups (teachers and students) and analyzed together while some were specific to either group. It was made so because there were questions related to professional activities and knowledge level of the teachers and experience. Besides, qualitative data were obtained through interview guides, and observation checklist.4.1 Background of the participants In order to tell the characteristics of the respondents, item related to their sex, age, educational background, and work experience were made part of the question.

4.1 Background of the participants In order to tell the characteristics of the respondents, item related to their sex, age, educational background, and work experience were made part of the questionnaire.

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Table 1 categorizes the participated teachers and students by sex and age. It also puts teacher’s qualification, teaching experience and teaching load. No Items Teachers Students Faculty dean No % age No % age No % age 1 Sex M 9 55 40.4% 2 100% F 81.8% 81 59.6% - - Total 2 18.2% 136 100% 11 100% 2 Age 16-20 - - 7 6% - - 20-25 4 36.36% 129 94% - - 26-30 5 45.45% - - - 30 above 2 18.18% - 2 100% 3 Qualification PhD ------M.sc 6 54.5% - - 2 100% B.sc 5 45.5% 136 100% - - Diploma ------4 Teaching experience 1-5 11 100% - - - - 6-10 - - - - 2 100% Above ------10

As can be seen from item (1) of Table 1, 86.7 % of the total numbers of teachers are male and only 13.3 of them are female. And item(2) of the above table shows that most of the teachers i.e. around 60% fell under the age category of 26-30 and 20% of them in the category of 31-35, and the age categories of 2025, 36-40 and above 41 each account 6.66% of the total number of teachers. As can be concluded from item(3) of the above table most physical education teachers which account about 80% the total have first degree and the rest 20% have masters degree. Work experience of the teachers was one of critical concerns believed to be influencing commitment and dedication of teachers to the subject. Based on the responses found, 46.67% of the teachers have taught physical education 4-7 years and 26.67% were found to have 8-11 years of teaching experience in the field where as 20% have 0-3 year of experience and only 6.67% of the teachers have taught physical education for more than 12 years. Concerning the teaching loads of the teachers, most teachers teach the subject 10-15 and 16-21 periods per week. According to the respondents information 46.6% of the teachers are loaded with 10-15 periods per week while the rest 53.4 teach 16-21 periods per week which is, according to the respondents, very high load which can affect their performance in the teaching process. Analyzing the data about student respondents, it is found that male students account for 55.3% of the total while female students account for 44.7%. And 53.3 % of the students fell under the age category of 18- 20 and 44.2 are under the category of 14-17 whereas only 2.4% are above the age of 21. School management personnel are found to be all male which 100% of the respondents is. All personnel have at least Master’s degree in different fields and have work experience of more than 12 years. 4.2 Analysis and interpretation of the data The respondents of the study were asked different questions pertinent to the challenges of implementing continuous assessment in physical education class. Their responses were organized in to tables furthermore, the frequency counts and percentage were computed for the purpose of analyzing and interpreting the findings as follows.

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Table2. Knowhow and usage of continuous assessment by teachers No Description Alternatives Teachers Responses Remark

1 Enough knowledge of Yes 11 100% continuous assessment No 2 Enough Knowledge of the Yes 6 54.5% tools and methods for No 5 45.5% implementing it 3 Sufficient courses for Yes 4 36.5% implementing continuous No 7 63.5% assessment

As can be concluded from the above table concerning teachers' knowledge and usage of continuous assessment, the following analysis can be drawn. All teachers in this study which is the full 100% of them have enough knowhow of what continuous assessment is. And the responses of the teachers for item number two concerning their knowledge of the basic methods and tools for implementing continuous assessment shows that despite their good knowledge of continuous assessment, 45.5% of them don't know the tools and methods where as 54.5% have know the methods and tools well. And most of the teachers which account about 63.5% of the total number believe, despite their knowledge and willingness to implement it, that the courses they teach are not sufficient enough for implementing continuous assessment. And only 36.5% of them think they teach enough courses to implement the methods and tools. Table 3 frequency of CA used in practical class room activities. No Description Alternatives Teachers Responses 1 Frequency of assessing  Daily 2 18.2% students  Weekly 7 63.6%  Monthly 2 18.2% -  Once in Semester 2 Purpose of assessment  Realizing Learning 4 36.4% Realizing Learning objectives 3 27.2% objectives  Enhancing objectives 4 36.4%  Improving Student performance 3 Frequency of giving  Too frequently 2 18.2% feedback to students  Frequently 3 27.2%  Sometimes 4 36.4%  Rarely 2 18.2%  Not at all _ _

Table 3 clearly shows that most physical education teachers assess their students weekly, teachers that use this assessing frequency account about 63.6% of the total while 18.2% of teachers assess their students daily and monthly. Most teachers use assessment just for the purpose of filtering their students into different categories of performance levels, these accounts 80% of teachers. The rest 20% teachers take into consideration that assessment can improve students' performance and try to assess them accordingly. And around 53.3% of teachers sometimes give feedback to their students about how they perform while 33.3% of them give feedbacks rarely. These teachers do not give feedbacks too often because

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 they don't have enough time to giving feedbacks of the very loaded working hours. And their feedback includes demonstrating the practical exercises and makes the students repeat the activities with each other. Table 4 . Results of Continuous Assessment in Grading of Students No Description Alternatives Teachers Response s 1 Keep Records of Students'  Always 4 activities  Sometimes 36.4%  Never 7 63.6% _ _ 2 Include Score of CA in final  Yes 11 Grading  No 100% _ _

According to the above table 36.4% of physical education teachers always keep records of their students’ activities and 63.6% of them keep records of their activities sometimes. all teachers are include score of CA in final grading. Most teachers take these scores for up to 50% of the total mark. Table 5. Guidelines and Directives of continuous assessment used by teachers No Description Alternatives Teachers Responses 1 Directives and guidelines  Yes 2 18.2% provided by the university  No 9 81.8% 2 Use of different types of  Yes 10 90.9% Contentious assessment  No 1 9.1% 3 Continuous assessment  Yes 11 100% plans for lessons  No _ _

From Table 5, we can see that 18.2% of physical education teachers responded that there is a guide lines while 81.8% of the teachers responded that there is no guidelines or directives are provided by their university . And 9.1% of the teachers do not use different types continuous assessment methods or have any plans of continuous assessment in their lessons. While 90.9% of them exercise the many types of continuous assessment and include plans in their lessons. These teachers use these plans to assess their students' performance. And they also responded that the school provides them with different sport materials and budget for different purchases. The teachers that use continuous assessment plans for their lessons responded that despite their belief that continuous assessment has great importance in the learning process, they recommend that some of the problems in the teaching learning process are misbehaved students activities. 4.3 Analysis of teachers responses Table 6. Students' interest and Sport materials in School No Description Alternatives Teachers Responses 1 Interest in Physical  Yes 4 36.4% Education Class  No 7 636% 2 Adequate sport materials  Yes 3 27.2% in school  No 8 72.7% 3 Sufficient play ground in  Yes _ _ School  No 11 100%

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According to Table 6 above 36.4% responded that they are interested while 636% of them are not interested in physical education practical class. All students in this study responded that they have some but not adequate sport materials and play ground/ field for different kind of sport activities. . These shortages can affect both students and teachers in the process of continuous assessment. Table 7 Frequency of continuous assessment given No Description Alternatives Teachers Responses 1 Type of assessment  Practical 3 27.2% assessment 5 45.4 %  Written 3 27.2% assessment  Practical observation 2 Frequency of written exams  Daily _ _  Weekly 2 18.2%  Monthly 8 72.7%  Once a semester _ _  Twice a semester 1 9.1%

The above Table states that 72.7% person of the responding students are assessed monthly by their teachers while 18% of them responded that their teachers assess them weekly. Assessments are of mixed type of both practical and written exams which account 27.2% and 45.4% of the total respectively. The respondents also explained that shortage of adequate sport materials, courts and play ground could be problems to continuous assessment and that it is a good practice that their teachers make them work on many different types of exercises and that they inform them their next exercises prior to the next period. Table .8 Sport outfit changing rooms and time for changing outfits No Description Alternatives Teachers Responses 1 Time to change sport outfits  5-10 10 90.9%  10-15 1 9.1%  15-20 _ _ 2 Availability of Sport outfit  Yes _ _ changing room  No 11 100%

From Table 8 above, it is clearly seen that all 100% of the students responded that they do not have changing rooms and that they change their sport outfits either in the field or in their classrooms which makes it difficult for them to be in the sport field fast because they need to use their classrooms turn by turn between male and female students. 90% of students said that it take them 5-10 minutes to change their sport outfits. But even though this time is the minimum time needed to change outfits, it doesn't save much of the practical class period from waste as the total time for both male and female students to change outfits sum up to be almost half of the period. 4.4 Classroom observation of Continuous Assessment teachings The new trend of change in teaching learning process from traditional teacher centered to active learning in which student are encouraged to involve in their own learning calls for use of continuous assessment in its evaluation mechanisms. This application of continuous in classrooms

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VOLUME 7, ISSUE 12(1), DECEMBER 2018 in most cases can be proved by classroom observation results is more accurate than other research tools. Particularly, Nitiko argue that, observation with a clear focus and purpose is more rewarding to identify particular needs, strength and weakness in learning. In view of this, classroom observation was conducted with the help of checklist, which include six categories of learning and assessing result with these categories resulted in the following. Out of all 11 teachers in this study, 5 of them were observed for this particular case.

Table 9 Classroom observation of Continuous Assessment teachings No Item Alternatives and respondents Yes No No % No % 1 Teacher used appropriate CA planning 7 63.6% 4 36.4% 2 Teacher used variety of CA 8 72.7% 3 27.3% 3 CA are related to the lesson object 9 81.8% 2 18.2% 4 Teacher gave information about the 10 90.9% 1 9.1% assessment 5 Giving feedback following levels of 8 72.7% 3 27.2% assessment 6 Record the assessment 11 100% _ _

According to the table above, the following conclusion is drawn. Of all the teachers observed during teaching, only four of them which accounts for only 63.6% of the total number of teachers prepare appropriate continuous assessment plan while 36.4% of them do not. And as can be seen from row two of the table, 72.7% of the teachers try to use variety of continuous assessment while 27.3% try one common assessment techniques. About 81.8% of the teachers in this observation were found to be assessing their students based on lesson objectives while 18.2% of them include other off objective assessments which they believe students should know by their own. 90.9% of the teachers were found to be giving their students information about the assessments they take and feedbacks following the assessments while 9.1% of the teachers, which are only one teacher in this observation, did not give information about assessment or feedback afterwards. Finally, all teachers observed were confirmed to be recording results of each and every assessment. 4.5 Results of interview and open ended quotations Results of Interview with school administration and teachers in response to the mechanisms which the school uses checking whether teachers implement assessment continuously. The administrators responded that they did not have any ways of checking and they had not attempted to do so. The administrations' failure to check and balance the continuous assessment process results in poor student performance as a whole. Regarding the attitude of most teachers towards CA they responded that CA hard to implement with a classes of many students as they need to mark each students' scores every time. And also the administration and school teachers explained that they have to teach many classes per week which makes it for them to implement continuous assessment. When the school administration asked about their teachers regarding continuous assessment, they further said that most of teachers are young and they need more experience and formal and practical training about methods and advantages of continuous assessment. Generally, according to the administration and teachers, it is found that the following major problems are the challenges towards continuous assessment.

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Large class size is one of the major issues indicated as a challenge towards implementing continuous assessment. They indicated that attempting to practice continuous practical assessment with large number of students in a big challenge. Emphasizing this issue, most teachers said that it is difficult to handle 55-65 students in the class rooms and to come up with an effective implementation of CPA. had there been less number of students, it would have been manageable for CPA to be practiced, otherwise, it is a challenge, contrary to the findings of this study that large class size might not be a problem for students achievement if teachers use a variety of learning strategies. Teaching load per week was also noted as a major problem for teachers to implement continuous practical assessment. In addition to the many students per class, the teachers have to teach many classes per week which makes it difficult for them to give assessments continuously and mark each student’s scores and give results back to the students. But they explained with relatively small teaching load per week, there could be a good implementation of continuous assessment. The availability of few or insufficient sport materials also affects the correct implementation of continuous assessment. Most schools do not provide with adequate sport materials and enough play fields to their students which make it harder to make assessments in practice. Lack of awareness and willingness to implement continuous assessment which could be the result of lack of proper training and less or no supervision of the school administration.

Table)10 analysis of Students response No Description Alternatives Students Responses 1 Are you interested in physical  Yes 36 26.5%% education practical class?  No 100 73.5%

2 Do you have enough material  Yes 134 98.6% (equipment in your school) to do  No 2 1.4 % the activities? 3 Do you have sufficient  Yes 136 playground/field in your school?  No 100% _ _ 4 Does your teacher assess you in  Yes 37 27.2% practical class continuously?  No 99 72.8% 5 How often your teachers assess  weekly 29 21.3% you?  monthly 97 71.3%  two times per 10 7.4% semester _ _  at the end of each semester 6 Which assessment method does  Practical test 31 22.7% your teacher use  peer 63 46.3% assignmethe nt 23 16.9%  practical 19 13.9% observation  self-assessment 7 Do you take written tests?  Yes 132 97%  No 4 3%

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From Table above,10 it is clearly seen that all 26.5% of the students responded that they are interested in sport practical class while 73.5% of them are not interested in learning physical education practical class. 100% of the respondents explained that shortage of adequate sport materials, courts … is the main problems for continuous assessment and all of them are said that they have no sufficient playground/field in their university From Table above, 10 it seen that 27.1% of the respondent said yes on the assessment of the teachers on practical class continuously while 72.8% of the respondents said no. Therefore teachers do not assess the students continuously. According to above table, 21.3% of the respondents said they assessed by their teachers weekly, while 71.3% of them said monthly, and7.4% of them said two times per semester. This indicated that most teachers assess their students monthly. above table 10 indicated 22.7% of the respondents said assessment method their teachers use Practical test method ,46.3% of the respondents said peer assignment ,the others 16.9% of the respondents said practical observation while the remain 13.9% of the respondents said self- assessment. This indicated that most teachers used peer assignment. According to above table 10 97% of the respondents said yes about taking written test while 3% of the respondents said no. this shows that most teachers assess the students by giving tests Results of interview and open ended quotations from students Response of the students regarding to continuous practical assessment of their teachers in the university ,all teachers have not equal awareness and skill to apply CA material is not available with the number of the students and practical assessments needs a great motivation & observation Strength and weakness teachers have a great knowledge to organize and manage the student. Observation and feedback is very crucial so that it is given by the teacher and it is easy to assess and support the students according to their capacity Number of the student is the basic factor on continuous practical assessment, number of student and material is not match each other students have no experience to exercise and perceive C A in lower class And also the factors that affect the implementation of physical education continuous assessment in Mettu University as respondent’s response are summarized as follows;  Sport Field, court  Gymnasium, facility, materials and accommodations  Sport science harmonized curriculum  In comfortable environment condition (weather).  Poor motivation of sport science students.  Poor students interest to take part in continuous assessment.  Lack of books, reviewed literature towards physical education.  Sport science student’s carelessness.  Sport science students unable to hardly work.  Students always keeping teachers.  Student’s experience, background about this profession.  Teacher’s loss hope toward students.  Students spent more time in unnecessary places rather than study hardly.  Lack of concentration, confidence, food after training, Political situation etc. In other, both the faculty dean also summarized their ideas on the problem the same issue factors to teachers and students respondents shortly. Generally, the basic factors affecting implementation of physical education continuous assessment in Mettu University sport science department as data from all respondents are summarized as the following tables of frequency and descriptive statistics analyzed by SPSS software;

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Frequency Table 11 knowledge about continuous assessment Frequency Percent Valid Percent Cumulative Percent Valid no 5 45.5 45.5 45.5 yes 6 54.5 54.5 100.0 Total 11 100.0 100.0

knowledge about tools and methods of continuous assessment Frequency Percent Valid Percent Cumulative Percent Valid no 5 45.5 45.5 45.5 yes 6 54.5 54.5 100.0 Total 11 100.0 100.0

frequency of assessment Frequency Percent Valid Percent Cumulative Percent Valid weekly 3 27.3 27.3 27.3 monthly 3 27.3 27.3 54.5 termly 5 45.5 45.5 100.0 Total 11 100.0 100.0

education background of teachers Frequency Percent Valid Percent Cumulative Percent Valid Bsc 5 45.5 45.5 45.5 Msc 6 54.5 54.5 100.0 Total 11 100.0 100.0

availability of teaching material Frequency Percent Valid Percent Cumulative Percent Valid no 9 81.8 81.8 81.8 yes 2 18.2 18.2 100.0 Total 11 100.0 100.0

access of field for practical Frequency Percent Valid Percent Cumulative Percent Valid no 11 100.0 100.0 100.0

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Interest of students to participate in practical class Frequency Percent Valid Percent Cumulative Percent Valid low 5 45.5 45.5 45.5 midium 6 54.5 54.5 100.0 Total 11 100.0 100.0

Result of the students (CGPA) Frequency Percent Valid Percent Cumulative Percent Valid 2.00-2.50 6 54.5 54.5 54.5 2.51-3.00 2 18.2 18.2 72.7 3.10-3.50 3 27.3 27.3 100.0 Total 11 100.0 100.0

sport science harmonized carriculum Frequency Percent Valid Percent Cumulative Percent Valid no 9 81.8 81.8 81.8 yes 2 18.2 18.2 100.0 Total 11 100.0 100.0

instability of Ethiopian politics Frequency Percent Valid Percent Cumulative Percent Valid no 11 100.0 100.0 100.0

students educational background Frequency Percent Valid Percent Cumulative Percent Valid no 9 81.8 81.8 81.8 yes 2 18.2 18.2 100.0 Total 11 100.0 100.0

lack of teaching referance book Frequency Percent Valid Percent Cumulative Percent Valid no 9 81.8 81.8 81.8 yes 2 18.2 18.2 100.0 Total 11 100.0 100.0

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students behavior Frequency Percent Valid Percent Cumulative Percent Valid bad 5 45.5 45.5 45.5 good 6 54.5 54.5 100.0 Total 11 100.0 100.0

total number of students in class Frequency Percent Valid Percent Cumulative Percent Valid low 10 90.9 90.9 90.9 midium 1 9.1 9.1 100.0 Total 11 100.0 100.0

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary This research was conducted in Mettu University it is found in western part of oromia regional state. The main objectives of this study were to assess the basic challenges of implementing continuous assessment to identify challenges released to the implementation of CA and finally to recommend alternative solutions for the improvement of the factors affecting in implementing continuous assessment in mettu university sport science department ,the attitude of physical education teachers and students toward continuous assessment and to investigate the challenge facing the implementation of continuous assessment. From total 221 students and 11 physical education teachers, 136 students from 1st year, 2nd year and 3rd year and 11 physical education teachers were selected by randomly sampling technique. In order to answer the stated research questions qualitative and quantitative descriptive survey design was applied. Spss soft ware and percentage was statistical method used to analyze and present the structured items of the questionnaire, interview and observation quantitatively. Data obtained from interview was analyzed qualitatively • Implementation of continuous assessment in physical education class is highly influenced by the large number of students in a class, inadequacy of learning materials, ,equipments ,lack of facilities and materials, lack of play ground, shortage of manual and guide lines are the main factors to implementing continuous assessment preparing updated manuals and guide lines on the implementation of continuous assessment and teachers demand for extra training are the application of CA to make this practical is the basic recommendation of the research. Finding of the Study • Implementation of continuous assessment in physical education class is highly influenced by the large number of students in a class, inadequacy of learning materials, and equipments. • As to the major reason blamed for the low implementation of continuous assessment most teachers rated the following factors large class size, lack of facilities and materials, lack of play ground shortage of manual and guide lines for implementing continuous assessment • Lack of follow up lack of giving support and immediate feed backs for teachers on their implementation of continuous assessment from their supervisors is one of the major challenges.

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• There is no use different assessment technique no attention to assess students to improve their progress to assess learn psycho motor, cognitive and affective domains, rather marking system • The system of using learners achievement as a feed back and reporting learners achievement for parents was less recognize 5.2 Conclusion Based on the data gathered and the analyzed result the following conclusions were made interrelation to the basic research questions and that were formulated in the introduction section. Therefore, based on the findings the following conclusions are drown • From the finding it can be concluded most of the physical education teachers did not take basic assessment courses and also there is no plan for continuous assessment implementation.  Even though CA is taken as integral part of their instructional activities but some physical education teachers and students have negative attitudes to apply/use continuous assessment. This has negative impact on implementation of continuous assessment • As the study indicted in the study most physical education teachers focused on sum motive assessment this implies that physical education teachers were not giving attention for student progress and for instruction. • From the finding were found to hinder physical education teacher from using continuous assessment specifically large class size, teaching loud, lack of teaching material, court, field, this affect the effectiveness of continuous assessment. • Physical education teacher use continuous assessment simply for grading not to improve their student progress. • As the study indicates there was a lack of proper follow up and supervision from the administration which affect continuous assessment implementation negatively in the university specifically in sport science. • According to the study, department facilities and the number of the student in the class are not conducted to improvement continuous assessment  The major contribution of implementing continuous assessment in teaching physical education in improving the quality depends on the role of the teacher, who has enough experience, knowledge and skill in handling instructional methodology in general in implementing continuous assessment. 5.3 Recommendations Based on the findings of the study, the following recommendation are forward those recommendations are then suggested.  Primarily attention has to be given for teachers continuous trading opportunity on the implementation of CA In addition MoE should prepare updated manuals and guide lines on the implementation of continuous assessment that could help the teachers as reference  Teachers should avoid assessment without direct involvement of the learners and practice giving regular feedback for the learners based on every continuous assessment  Conducive university facilities are very important for implementing continuous assessment in physical education class. The playground, facilities and equipments are affecting the continuous assessment. Thus, it seems important that the university administrators and other stakeholders play their role in improving facilities by allocating enough budgets to buy sport matrices equipments.  The university and other concerned bodies give due to consideration to the area in which teachers demand for extra training in application of CA to make this practical, the university are expected to carry awareness’ and knowing about the importance and skill required to apply different CA techniques in the teaching learning process.  Teaching learning process without teaching aid is valueless of facilities and equipment was the main hindering factor in the implementation of CA

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Reference

 Abera, A. (2012). Continuous Assessment (Ca) Vis-À-Vis the Attainment of Major Educational Domains of Physical Education in Ethiopia. International Journal of Social Science & Interdisciplinary Research. Vol. 1 Issue 11, pp. 14-27.  Artel and spondel, V. 1991, using portfolios of student work in instruction and assessment, Portland; North west publishers  Awofala, O. A., and Babajide, F. T. (2013). Examining Attitude towards Continuous Assessment Practices among Nigerian Pre-service STM Teachers. Journal of Education and Practice. Vol. 4, No. 13, pp. 37-49.  Ayalew Shibeshi (2009) Assessment of Science education quality Indicators in Addis Ababa  Best, J.W (2004), Teacher assessment of student performance in selected schools of Arsi zone with emphasis on continuous assessment, unpublished mater. Thesis. Addis Ababa University, Addis Ababa  Birhanu moges,(2004), teacher assessment of student performance in selected schools of Arsi zone with emphasis on continuums assessment, unpublished Master thesis. Addis Ababa university Addis Ababa  Birhanu, M. (2013). Continuous Assessment Issues and Practices in Secondary Schools of Oromia Regional State, Ethiopia: The “Big Picture” of Assessment Mechanism: Palgo Journal of Education Research. Pp, 19-41  Black and brood foot. (1982) Assessment in the class room, keeping track of teaching published by Rout ledgedd and regan poul Lta  Brooks, v. 2002. Assessment in secondary schools: the new educator’s guide to monitoring assessment, recording, reporting and accountability. Bucking sham: Open University press.  Brown D 1998. educational policy and the choice of language in linguistically complex south African schools. Purban university of Natal (MED distertation)  Capper.J(1996) testing to learn, learn to test washing an academic for education development  David, J. N. and Debra, M. D. (2006). Formative assessment and self regulated learning: a model and seven principles of good feedback practice. Journal of Studies in Higher Education, Vol. 31, No. 2, pp. 199–218.  Desalegn chalcisa (2004) continuous assessment in lower cycle primary school. Unpublished master thesis Addis Ababa, Addis Ababa  DoE (Department of education) 1997 Intermediate phase (graode 4-6): policy document paregoric Department of education  Elvis(2008) assessment in primary school Melbourne o Freeburg J.H 1996 Universal teaching strategies London: Allyn and Bacon

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A STUDY ON SECTOR-WISE NON PERFORMING ASSETS OF PUBLIC SECTOR BANKS IN INDIA

T. Praveen Kumar Dr. S. Durga Rao Research Scholar Retd. Professor Dept. of Management Studies Dept. of Management Studies Sri Venkateswara University Sri Venkateswara University Tirupati Tirupati

Abstract In India, the Non-Performing Assets (NPAs) are always created a big problem for the banks. Reduced NPAs generally gives the impression that banks have strengthened their credit appraisal processes over the years and growth in NPAs involves the necessity of provisions, which bring down the overall profitability of banks. This study examines the accrued amounts of NPAs from various sectors of public sector banks in India. The data has been analyzed by statistical tool as Analysis of Variance (ANOVA). Keywords: Non-Performing Assets, Priority Sector lending and Non Priority Sector lending 1. INTRODUCTION Granting of advances is the second primary function of a bank after accepting deposits; it is the second leg of intermediation for banks. If the bank will not grow loans and advances, it will not need to grow deposits as well and this may mean the bank is not growing and may close banking nosiness. A major portion of its funds is used for this purpose and this is also the major source of bank’s income. Loans are made by banks on the request of a company or person for a definite purpose and for a predetermined period. The loans are repayable in installments over a period of time or at the end of a given period. Reserve Bank of India (RBI) monitors the advances made by commercial banks through periodical return received from the banks and the performance of banks is reviewed in various ways set up under the lead bank scheme. Priority Sector lending: The concept of Priority Sector Lending (PSL) was introduced mainly with the intension to ensure that assistance to those of the economy which have not received adequate support of institutional finance. The RBI identified the priority sector as: Agriculture, Small Scale Industries, Education, Housing and Self- employed persons. Non Priority Sector lending: Non priority sector lending is the sector towards which financial institutions are always ready to lend credit. This sector is still glamorous. Is attracts finance every time. It covers all the remaining sectors which are other than PSL.

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The commercial banks have been consistently playing a significant role among the institutional sources of credit of priority and non priority sectors in India. Dr. Y.V. Reddy, Deputy Governor of RBI, remarked that flow of credit to priority sector has not been upto the mark owing to accumulation of losses in public sector banks on account of mounting NPAs. Non - performing asset: As per RBI guidelines, an asset is tagged as non performing asset when it ceases to generate income for the lender. NPA is loan or Advance where: i. Interest/installment of principal amount overdue for a period of more than 90 days. ii. Interest / installment of principal remains overdue for two harvest seasons. iii. Non submission of stock statement for 3 continuous quarters in case of cash credit facility

2. REVIEW OF LITERATURE B. Selvarajan and Dr. G. Vadivalagan (2013) presented a paper on topic “A Study on Management of Non – Performing Assets in Priority Sector reference to Indian Bank and Public Sector Banks”. In their analysis, the agriculture advances have registered a 7 fold net increases, SSI advances have set a record net increase of 8.5 times and the advances to other priority sector have made a net increase of 4.5 times, that of their base period in 2001-02. Devi Premanth, Bala Chandran S. and Geethu James (2013) Published a paper entitled “A sector wise Analysis of Non-performing Asset in State Bank of Travancore”. In this study they found non priority sector had more NPAs during the period of 2005 to 2010. Non priority sector having high ratio of standard deviation and others are having less rate of standard deviation throughout the period of the study. Dr. Seema Mahlawat (2015) researched a paper entitled “Analysis of the Factors Causing Non Performing Assets and Reduction Strategies for PSB in India” from his study he explained three major factors are most important causes’ bad loans i.e., Economic down turns, Influence from the central government and Willful defaults by borrowers. The study reveals that poor pre and post sanction scrutiny is one of the reasons behind the growing non-performing assets in the Indian public sector banks. This study identifies the need of improving the relationship between the banker and borrowers. This study proved that securitization is very effective tools to fight with the problem of Non Performing Assets. Securitization in India is still in a blossoming stage but has potential in areas like mortgage backed securitization. This study reveals that highest lending has been made to the priority sector by the Indian public sector bank. Research Gap:

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As observed from the review of literature, few studies have been carried out regarding the trends in the sector wise loan assets of the NPAs in Indian Public Sector Banks. So, it becomes very important to know the recent trends of the sector wise NPAs in the public sector banks.

3. OBJECTIVES & RESEARCH METHODOLOGY The present research has been conducted on the basis of secondary data. It has been collected from the RBI website for the period of seven years, i.e., 2011 to 2017. The statistical tool such as One Way ANOVA has been used for the study with the help of the SPSS software package. Objectives  To study the trends in priority sector, Non-priority sector and public sector NPAs of nationalized banks and SBI & its Associates.  To compare the trends of different sectors of NPAs in nationalized banks and in SBI & its Associates. Hypotheses H1: There is no significant difference in the Sector-wise NPAs with reference to the nationalized banks. H0: There is significant difference in the Sector-wise NPAs with reference to the nationalized banks. H2: There is no significant difference in the Sector-wise NPAs with reference to the State Bank of India and its Associate banks. H0: There is significant difference in the Sector-wise NPAs with reference to the State Bank of India and its Associate banks.

4. DATA ANALYSIS & INTERPRETATION Table 1: Sector-wise NPAs of Nationalized Banks in India. (Amount in ` Billion) Year Sector-wise Priority Sector Non Priority Sector Public Sector 2011 246.20 194.10 2.42 2012 324.24 355.55 10.68 2013 408.34 599.01 9.48 2014 537.50 935.67 1.30 2015 709.34 1337.67 2.59 2016 969.03 3210.85 17.63 2017 1257.29 3811.93 147.20 Source: Annual Reports of RBI

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This table shows the sector-wise NPAs of nationalized banks for seven years from 2011 to 2017. It depicts that the priority sector NPAs increased from FY 2011 till FY 2017. In case of Non-priority sector NPAs, it continued to increase from FY 2011 to FY 2017. It was observed that the public sector NPAs decreased from FY 2012 to FY 2014 and from FY 2014 onwards it continued to increase substantially from 1.3 in FY 2014 to 147.2 in FY 2017.

The above table shows the output of ANOVA analysis and whether it is statistically significant difference between the amounts of NPAs through various sectors namely priority sector, non priority sector and public sector. It is found that the significant level is .017 (p = .017), which is below the table value and hence therefore there is statistically significant difference in terms of amount accrued through various sectors.

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A Turkey post hoc test revealed that the accrued amount through Non Priority Sector and Public Sector NPAs found significantly different from each other. And there is no significant difference between Priority Sector and Non Priority Sector NPAs in public sector banks.

Table 4: Sector-wise NPAs in SBI & its Associates in India. (Amount in ` Billion) Year Sector-wise Priority Sector Non Priority Sector Public Sector Total 2011 155.67 148.26 0 303.93 2012 233.56 232.71 15.88 482.15 2013 264.42 361.30 2.06 627.78 2014 261.49 536.68 0 798.17 2015 256.76 478.32 0 735.08 2016 289.06 930.62 17.18 1236.86 2017 352.13 1425.98 7.46 1785.57 Source: Annual Reports of RBI This table shows the sector-wise NPAs of SBI & its Associates for six years from 2011 to 2017. It depicts that the priority sector NPAs increased from FY 2011 till FY 2017, and it witnessed fall in FY 2013 and it continued to fall till FY 2015. In case of Non-priority sector NPAs, it continued to increase from FY 2011 to FY 2017 except in the year 2015. It was observed that the public sector NPAs were less in the FY 2013 and FY 2017 and high in the FY 2012 and FY 2016. Table 5: ANOVA test Amount involved Sum of Squares df Mean Square F Sig. Between 1190652.216 2 595326.108 8.737 .002 Groups Within 1226546.773 18 68141.487 Groups Total 2417198.989 20

The above table shows the output of ANOVA analysis and whether it is statistically significant difference between the amounts accrued from various sectors namely priority sector, non priority sector and public sector. It is found that the significant level is .002 (p = .002), which is below the table

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value and hence therefore there is statistically significant difference in terms of amounts accrued from various sectors. Table 6: Multiple Comparisons among Sector-wise NPAs Turkey post hoc

Mean Difference (I) Sector Wise (J) Sector Wise (I-J) Std. Error Sig. Priority Sector Non Priority -328.68286 139.53135 .073 Sector Public Sector 252.93000 139.53135 .194 Non Priority Priority Sector 328.68286 139.53135 .073 Sector Public Sector 581.61286* 139.53135 .002 Public Sector Priority Sector -252.93000 139.53135 .194 Non Priority 581.61286* 139.53135 .002 Sector

A Turkey post hoc test revealed that the accrued amounts of NPAs through Non Priority Sector and Public Sector found significantly different from each other. And there is no significant difference between Priority Sector and Public Sector NPAs in public sector banks.

5. CONCLUSION The NPAs have created a big problem to Indian banking sector. It’s not only a problem for the banks but for the economy also. The NPAs has a direct impact on profitability of the banks. This study shows the extent of NPA accrued by various sectors like Priority Sector, Non Priority Sector and Public Sector. This study clearly denotes that there is statistically significant difference in terms of amounts accrued from various sectors in nationalized banks as well as in SBI & its Associates. A Turkey post hoc test revealed that the accrued amounts of NPAs from Non Priority Sector and Public Sector found significantly different from each other in nationalized banks as well as in SBI & its Associates.

References: 1. Selvarajan B. & Dr. Vadivalagan G. (2013). A Study on Management of Non-Performing Assets in Priority Sector reference to Indian Bank and Public Sector Banks. Global Journal of Management and Business Research, Vol.13, Issue 1, ISSN 0975-5853.

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2. Devi Premanth, Bala Chandran S and Geethu James (2013). A sector wise Analysis of Non-performing Asset in State Bank of Travancore. International Journal of Research in Commerce, IT and Management, Vol. 3, Issue 5, ISSN 2231-5756 3. Dr. Seema Mahlawat (2015). Analysis of the Factors Causing Non Performing Assets and Reduction Strategies for PSB in India. International journal of Business Quantitative Economics and Applied Management Research, ISSN: 2349-5677, Volume 2, Issue 3 4. http://dbie.rbi.org.in/DBIE/dbie.rbi?site=publications 5. http://www.rbi.org.in

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