Evolution Of Media And Entertainment Consumption Habits Media Essay

Evolution Of Media And Entertainment Consumption Habits Media Essay The Media Entertainment (ME) sector comprises the creation, aggregation and distribution of content, more specifically news, information, advertising and entertainment through a number of channels and platforms. The combination of new digital distribution modalities and evolving audience consumption habits and demands has continued to challenge traditional ME business models during 2009. It also could mark the initiation of a drastic transformation that reshapes the entire ME ecosystem. There seems to be a stiff competition as far as the media industry is concerned, with industry players battling for the eye-balls of the viewers and readers. In this rat race, only those ME companies will survive that are able to rapidly identify and react to the evolving demands and consumption patterns of end users. As the time has evolved, ME consumption has undergone a paradigm shift. During old days the entertainment through media typically meant a few grainy channels on the television or tuning into limited stations on the radio or else gorging on stale news from newspaper or reading a hard copy of a book. In those days, outdoors were more welcoming. Today, one is connected to the world through plenty of hi-tech networked means. As the consumers have changed, so has the media (Kenneth A., 2009: 3). Advancing technology has been the single biggest factor behind this resurgence. The same technology has also created cultural shifts. Now consumers have understood their power and have become more demanding. Earlier they would adjust their daily routine according to the availability of the content. Today, the providers have to wrap up their broadcasting and publishing as per the consumer choices and conveniences. With the growing popularity of tools like cell phones that enable pulling of media software, media has become location agnostic. The use of social sites has to be seen as a game changer. At any given point people are exchanging notes with each other about media content and the death or survival of published or broadcast content are decided in fraction of seconds. Consumers have liberalized themselves from limitations and are enjoying greater choices and enlarged personal freedoms as far as media and entertainment are concerned. Along with independence, consumption has also significantly gone up. This has led to a double edged challenge for the suppliers-great returns and significant risks. In the era of technology shifts it is imperative that only those media and entertainment entities that enable themselves to rapidly identify and act to the growing demands and consumption patterns of end users will survive (Bill, 2005: 26) . There is a single measure that can enable these companies decipher complex customer requirements-information. The key is to filter through this information using analytical tools and gather intelligence that can be effectively used. In nutshell, ability to apply intelligence and creation and sustenance of loyalty among its consumer will be the major deciding criteria that will enable media companies to achieve success in an increasingly competitive marketplace. There appears to be plenty of ways in which the users can access and enjoy diverse media and entertainment content due to its mass availability. The cost of switching is also low for end users who want to switch to new content providers or media and entertainment companies. The greatest challenge in the media industry seems to be the changing loyalties of consumers forcing them to identify ways of tailoring content in compelling, highly targeted ways (Kenneth A., 2009: 6). 2. Factors Shaping Consumer Behavior 2.1 Quality of Content Todays well informed consumers expect a spectrum of content granularities. Their demands may change depending on the time, their device/network characteristics, and even their moods. This forces the providers to customize content so that fits within the media consumption patterns of the consumer. 2.2 Structure of Tariff Model Even though certain content will always be paid for, tariff remains a debatable issue. The users want low fee for themselves and expect the companies to generate most of the content through advertisements. In reality lot of content particularly on the online media are co-created between the company and the consumer. This challenges the companies to design superior quality, customized content and charge the consumer less for the same. 2.3 Timing of Attention In spite of variety new digital content that has replaced earlier scarcities along with easy access the only issue that has emerged seems to have been that of user attention. For the content providers, getting user attention has been nothing short of a battle. 2.4 Real Time Experiences The evolution of real-time business intelligence is enabling mass-customization of content and entertainment that delivers highly personalized and engaging experiences, consumers are demanding more. 2.5 Competition ME companies have been forced into transitioning into non-traditional roles. Networks are providing content online to consumers, bypassing traditional cable or satellite distribution; telecom companies are competing with cable via Internet Protocol television platforms; and cable companies are competing with telecom companies with voice over IP. As competition and churn rate increases, customer data analysis can provide competitive advantage for customer retention. (Barlow, 2009) 3. Impact of Changing Media Consumption Habits on Media Industry Rapidly changing consumer tastes and increasing digitization has created a number of industry-wide challenges. Some of these are protecting intellectual property, continuing historical revenue streams and finding ways to utilize and monetize emerging new platforms for traditional content including print, filmed entertainment, and recorded music as well as user-generated content and other new services, applications and formats that compete for consumer mindshare and time. 3.1 Gaming The interactive gaming sub-sector has enjoyed tremendous growth because of changing demographics. Increasingly gamers are older and there is significant growth in number of female population engaging in idle time. Introduction of new growth segments like mobile and online gaming, successful titles and the phenomenon of in-game advertising, resulted in gaining mass popularity for this new medium (Kenneth, 2009: 3). 3.2 Entrainment Companies Growth of multiplex culture in upcoming metros and option of entertaining oneself at home through DVDs, home theatre systems, has forced filmed entertainment companies to embrace the digital distribution business. The traditional ME players are struggling to understand and exploit new distribution windows, metrics and economics. However, as long as the demand for professionally-produced content remains high, the filmed entertainment industry will continue to evolve and find new ways to monetize their content. 3.3 Broadcasters Since traditional networks and broad-based cable networks own very little of their content and their advertising-based business being centred on attracting eyeballs and reselling attention, they are greatly impacted by shift in audience preferences. On the other hand, most themed cable networks have targeted subject matter and audiences and, hence, have an opportunity to extend their brands into products, events, etc. 3.4 Print Media Reduced cash flows caused by the migration of readers and advertising dollars to the Internet, compounded by 2008s economic downturn, are threatening newspapers very existence. Major consolidations may be their only avenue to existence. (Kenneth, 2009: 5) 3.5 Music With introduction of high tech electronics gadgets like mobiles, ipods, MP3 players containing dedicated software for superior quality of music and growing number of radio stations the music sub-sector is being forced to transform. There has been a wave of publicity surrounding new audio sources such as satellite and iPods, which may lead some to believe that traditional over-the-air radio services are losing a significant portion of its audience to these new choices. Currently, 20% of Americans subscribe to satellite radio, own an iPod/MP3 device or listened to Internet radio in the past week, compared with the 95% of Americans who listened to radio during the week. The sub-sector will continue to see decreased revenues for years to come and there is substantial likelihood of tomorrows music industry to be very different from what it is today. (Bill, 2005: 20) 4. The imperatives for the Media Entertainment industry: Media market is a heterogeneous mixture of human beings with multi-variant economic, cultural, social and political characteristics. This is the market whose consumption pattern should be responded to by appropriate production levels if the media industry is to remain in business; since capitalist production can only make sense when converted to monetary terms at the end of the process. Even public service media companies like state television and radio broadcasting need to produce according to viewers and listeners tastes if the policy objectives of their formation are to be realized (Bill, 2005: 24). 5. Recommendations for ME companies 5.1 Content Digitization Today digital is in while analog is out. ME companies should transform all content in digital format so that it can be quickly edited, stored, combined with other digitized content and rapidly repurposed as needed. Content needs to be tagged through a metadata framework which enables its easy location, identification and helps in determining digital rights permissions. It is vital to have smooth collaboration from pre-production through post-production all along the value chain. 5.2 Flexible Business Models With media and entertainment consumption pattern undergoing rapid shifts, traditional business models are becoming obsolete and thus unable to fully capitalize on the available opportunities or counter threats in contemporary market. In such case, adoption of flexible and evolving business models will help ME companies to sustain competition (Newman, 1991: 215). 5.3 Targeted Audience Revenue, especially through advertising can be maximized if consumption patterns could be effectively analyzed and identified. This will aid the ME players to break down larger segments into interest-specific fragments and deliver truly targeted and less intrusive advertising. 5.4 Active Participation through User-Generated Content The knack to actively engage its consumers and create a connect would give any media entities the ultimate competitive advantage. It has also been observed that engaged customers have the probability to be loyal. They consume more content, evangelize for content and services they use, and can act as a barometer for cultural and technological change (Bill, 2005: 23) 5.5 Content Protection and Consumer Privacy Development of grey market, piracy and unauthorized copying must be carefully controlled and digital rights must be enforced in order to protect the interest of ME players. Also, to actively engage customers and encourage incoming content in various forms (including comments, rating etc), it is crucial to ensure that unauthorized dissemination of information or access to such information will be restricted only to authorized audience. Thus implementing privacy controls have become very important. (Barlow, 2009) 5.6 Mergers and Acquisitions The business will react structurally to the changes in consumption if such a structural adjustment will give the company more leverage to compete effectively in order to maximise returns or survive the attrition of market forces. If consumption decreases and threatens viability, one method that is adopted by a company is to merge with others in the same media business and eliminate redundant structures from the resultant new company. This reduces overheads. Other structural changes that can be implemented as a reaction to threatening reduction in consumption are hostile or friendly take-overs. For example, Viacom and CBS merged to form the third largest media company Viacom-CBS after Time Warner and Disney. (Newman, 1991: 213) 5.7 Improvement in Distribution Network A company might also decide to improve its distribution networks. It may acquire distribution companies of the media in question, in order to achieve better coordination between production and sales, and to benefit from the resultant synergies and from the economies of scale in distribution. A company may even control al phases involved from the production of content to its sale. If it is music, these phases could be composition, recording, and packaging into CDs, DVDs or VHS video cassettes and transportation to retail outlets. This vertical integration achieves better utilisation of resources and higher production efficiencies, thereby cutting costs and increasing sales revenue, and makes the company compete better in the oligopoly. (Curran and Gurevitch, 2002: 137) 5.8 Incorporate the on-demand media lifestyle into programming decisions Young adults are most engaged by on-demand media devices and behaviours. As teens and young adults mature and on-demand media devices become more prevalent, consumers desire to control their media use is likely to spread. Marketers need to work now on strategies that will cut through in an increasingly on-demand media world. Consumers want media to fit their schedule, and they are adopting new devices and media to meet that need. Traditional media should consider playing first-run programs more than once, provide consumers with content online in addition to over-the-air, and partner with on-demand media services. (Bill, 2005: 23) 5.9 Make listening and viewing experiences more compelling through Internet Internet media incorporate several elements that appeal to young consumer, including programming not easily found on traditional media, fewer commercials and a wide variety of content. Therefore, Internet broadcasters need to continue to focus on providing unique programming that generates greater consumer passion for their medium. Internet advertising needs to expand beyond banners, search and pop-ups. Internet users are becoming more sophisticated and are learning to block much of the current advertisements and spyware. Internet broadcast advertising with Internet radio and visual ads attached to video content cannot be skipped or avoided, and may prove to be a vital part of the Internet experience. (Bill, 2005: 29) 6. Summary Production is a function of labour, capital and space and from economic theories, supply is related to demand. For any commercial media business, making profit is the primary concern, and therefore consumption determines cultural production. There are many factors that come into play when examining consumption of media. The macro economic situation of the target market, the real salaries, the educational levels, the attributes like age, gender, children, population densities, social classes, political beliefs and cultural aspects like language and religious beliefs, influence consumption which in turn determines production of media content and their products. The consumption levels caused by all these attributes and factors are different, since the informational, educational, entertainment and leisure requirements are different across diverse economic, political, social and cultural strata. Production strategies and content are modelled by management of media companies from the consumption patterns caused by these characteristics (Curran and Gurevitch, 2002: 154). However, there are limitations to which consumption determines production. Because of the imperfection of the market, the producers may have no knowledge or inadequate knowledge or may have sketchy knowledge about al the aspects that affect consumption in that market place, causing the producers to make decisions out of imperfect information. (Murdock, 2000) Fashion journalism and regulation in favour of minorities and other social biases also limit the extent to which consumption determines output. Collusion between media owners, governments and powerful organisations, lead to market corruption, which in turn causes distorted responses to consumption patterns. Some of the special economic characteristics of media like non-diminishing content with consumption also limit the way output is determined by consumption. (Vogel, 2004) Time and monetary constraints also limit the extent to which production is determined by consumption. This structural change as a reaction to changes in consumption is limited by government intervention and regulation to curb anti- competitive vices, and to maintain pluralism in the market, and to discourage possible abuse of market power by media moguls. Therefore, market consumption determines media output though such effect is limited in some cases due to imperfections of the market and human intervention. (Newman, 1991: 209)

Physical and Chemical Properties Essay

Did you observer any chemical changes in this experiment? Yes What evidence did you use to decide that something was a chemical change? I observed during the application of the hydrochloric acid to some of the substances bubbling, and smoking Give at least two examples of chemical changes you observed. Green changed from blue to application of HCL to Mg smoking and bubbling and CuCO3 Classify the following properties of sodium metal as physical or chemical: †¢ Silver metallic color: Physical †¢ Turns gray in air: Chemical †¢ Melts at 98oC: Physical †¢ Reacts explosively with chlorine gas: Chemical Classify the following changes as physical or chemical: †¢ Water freezes at 0oC: Physical †¢ Baking soda when combined with vinegar produces bubbles: Chemical †¢ Mothballs gradually disappear at room temperature: Physical †¢ Ice cubes in a freezer get smaller with time: Physical †¢ Baking soda loses mass as it is heated: Chemical †¢ Tarnishing of silver: Chemical How would you show that dissolving table salt is a physical change? Because the salt doesn’t change to something else, it stays salt. Boil the water and the salt will still be there, not something else. Cleanup: Mix the leftover sodium hydroxide and hydrochloric acid in your beaker. This will neutralize them. Now, pour them down the drain with lots of water. Place the small amount of solid chemicals left (if any) in a small plastic bag and put it in the trash. After the burner fuel has completely cooled, screw the cap on tightly and store it in your LabPaq.

Roman Catholic Church

For the full-scale of culture application to business environment cognitive competencies, this assignment will discuss the culture characteristics, analyses the culture for business operation, study the culture synthesis, and then give recommendations according to the applications of business environment in particular. According the requirement of this assignment, I have chosen the country of Italy to complete the tasks of this assignment. 2. The Background of Italy To understand the culture of Italy better, this part is to introduce the source of the Italy background in details.Thus, this part will illustrate the language, education, religion, social structure, political, and economic philosophy of Italy. 2. 1 Languages of Italy Italian is the official language in Italy. Never the less, the 96% of the native Italians speak Italian. For these partial of native Italians, their main mother tongue are including German, Catalan, Greek, French, Slovenian, Albanian, Corsican, Cambrian, Bav arian, Waller and Croatian. However, half of the total Italian population speak their mother tongue, called regional dialects (quintessential. Co. K, 2014). According to the history records and the geography of Italy, these regional dialects major are including Sicilian, Venetian, Freudian, Neapolitan, Melamine, Sardinian, Clinician, Algerian, and Piedmont. Italy is a free state to educate all nationalities in Italy. For those 3 years old children in Italy, they can start their kindergarten education. According to the European education standards, the children aged 5- 5. 5 years old in Italy are allowed to start their primary school education for 5 years without of examination requirement.They must start their First Grade Secondary School education for 3 years when they are aged 11 to 14, after they past all of the exams, they are allowed to start their Second Grade Secondary School (High School) education, which requires students to pass all of their exams before their graduation, and they will obtain a diploma certificate within 3-5 years according to different faculty requirements (understandingly. Mom, 2014). 2. 3 Religion of Italy According to the source of the Italy history, the main religion of Italy is Roman Catholicism. The Roman Catholicism centre is in the Vatican City, and the pope also stays in it.Islam is the second religion in Italy sources from the immigrants of due to the only few Jews left after the War II (Kim, 2014). 2. 4 Social Structure of Italy In Italy, family is the most valuable social structure, because family can stabilize their family members by supporting each other with emotion and finance. In north of Italy, only the nuclear family stay together normally. But in the south of Italy, the extended family usually stay together. According to the main Roman Catholic religion, you can see the Catholic churches are more than any other country.The religion is high in Italy, and you can see them in many lobbies and buildings, and you will find people's names, trade, and profession are in particular patron saint. The church proclaims transparent hierarchy to Italy. Expect is provided to older people, successful businessman, and well-connected people (quintessential. Co. UK, 2014). 2. 5 Political Ideology of Italy Italy is a republic country since June 1946, voted by plebiscites. Its constitution was created in 1948. The president of Italy take turns to select by the elections of Italians ( inconsiderableness. Com, 2014) 2. Economic Ideology of Italy After the postwar, Italy concentrates to rebuild its economy successfully from being an integral member of NATO & Joining the European Economic Community. However, the left-wing Red Brigades destroyed the stability of Italy from 1970 to the early 1980. Later on, the governments of â€Å"Revolving door† managed Italy an unstable polity from 1980-1990. In Jan 1999, Treasury Secretary Carlo Clamps permitted Italy currency (infeasible. Mom, 2014). Nowadays, the economi cs of Italy is diversified by many industries, and the well-developed industrial in the north are most held by private companies (internationalization. Mom, 2014). Although Italy has experienced the global crisis in 2008, but Italy GAP of Italy increased from IIS$1737. 8 billion in 2004 to US $1982. 94 billion Gag 2014(Satanist. Com, 2014). This part is to analyses the Italy culture from its history and geography. 3. 1 History of Italy To know the history of Italy is to know the culture root of Italy. Basically, Italy has a long history with a solid culture foundation. The historical record of Italy has been started by Indo-European immigrants since 2000 B. C. To 1000 B. C. In its 3rd century B. C. Romans has overthrown Indo-European and dominated the civilization of Etruscan to Italy and with the Rome leadership control until the 4th & 5th centuries A. D. After that, the barbarian has taken the Western Roman Empire. From that time on, many other ethnic groups contended to fragmente d polity for a few centuries. But during this period of 13th to the 16th century, it has made Italy a cultural center for the Western world. Rome Empire has enthroned Italy for total about 22 centuries in its history, which has covered the most of the Italy history (infeasible. Com, 2014).The territories of Sardinia, Naples, and Milan were given to Austria after the Spanish Succession War in the year of 1713, but Austria lost some these territories in the year of 1735. After a few decades in the year 1800, Mr.. Napoleon finally unified Italy and declared himself as the Italy king in 1805. However, he did not last long. After 10 years, Austria dominated its power into a disunited Italy again in the Congress of Vienna. Italians are not convinced by the Austria control and always try to uprisings, but unsuccessfully destroyed by the Austria armies in the year of 1820, 1821, and 1831.As know as the brilliant liberal nationalist, Mr.. Giuseppe Amazing formed the Regiments, which is the f oundation of Italy unity. After that, the patriots of Italy gave the leadership hope on Mr.. Count Camille Did Cavort from the House of Savoy in Sardinia, and who finally united Italy in 1852. He brought his armies to help England and France in the Crimean War from 1853 to 1856. He gains the Lombardy territories in 1859 due to supporting to France in the war to against Austria. In the year of 1860, Sardinia was enlarged by the territories of Roman, Tuscany and Pram from the plebiscite voting.In the same year, Sardinia was enlarged by the territories of Sicily & Naples from Mr.. Giuseppe Garibaldi triumphant return war. In the year of 1861, Italian people finally claimed Victor Emmanuel II to be the king of Italy. In 1886, Venetian attached. On the 20th September 1870, the papal of Rome announced Italy is a unified peninsula which is independent nation under one constitutional monarchy (infeasible. Com, 2014). In the World War l, Italy declared its neutrality. Italy went to the war w ith Allies in 1915 and gained some lands, but Italy put it as the postwar settlement.To rescue Italy from Bolshevism, the dissatisfied Italians were introduced to Fascist Party by a socialist called Mr.. Mussolini in 1919. Mr.. Mussolini conquered Rome and being the prime minister on 28th October 1922. He is the dictator of Italy. In 1935, he attacked Ethiopia for annexation. In 1936, he allied with Doll Hitler in Rome. However, Allies invaded Italy in 1943. The time Mussolini lost dictatorship, and the Fascist Partisans killed him on 28th April 1945. Italy entered a war to attack Germany in 1943. Italians plebiscite voted to have a republic nation in June 1946.According to the peace treaty on 1 5th September 1947, Italian declared to return the lands to Greece and France originally. In 1954, Italy received Tries area west (a 90-square-mile zone) from Yugoslav (infeasible. Com, 2014). Nowadays, Italy is a stable country to build internal business. 3. 2 Geography of Italy According t o the world map segment, the geography of Italy is a unified peninsula country in the south of Europe, and it looks like a boot in the world map (infeasible. Com, 2014). The neighbor countries of Italy are surrounded by Andorra,Monaco, France, Switzerland, Slovenia, Croatia, Albania and Greece. The total size of cities are including Rome, Milan, Naples, Turin, Palermo and Genoa (worldpopulationreview. Com, 2014). Whereby, Rome is the capital city of Italy. From those researches, Italy is one of the countries to do international business with whole of the Europe countries. 4. Recommendation for doing Global Business in Italy This part will give the recommendations for doing business in Italy according to its culture of history, geography, language, education, religion, social structure, political, and economic philosophy. 4.Respect Different cultural customs Although, it is 96% of them are native Italians and speak Italian, but they may have different mother tongue or dialect and cul ture customs. Therefore, we have to respect each of them accordingly. To an international business, knowing the local culture is as knowing the needs of the local people. If you can provide the thing to that area's people, you will have business opportunity. 4. 2 Well-managed Cross Culture Management There are cultural conflicts between cultures. Therefore, international businessmen need to understand the difference and culture conflicts between each of them.Hence, the cross culture management needs to be created and studied by businessman and his staffs. Because you will have contact with local staff and customers, developing a well-managed cross culture management will help the stabilization of the employees and increase your business market share. 4. 3 Follow the religion characteristics of Roman Catholic As we know that the Roman Catholic is one of the largest and biggest religion in Italy, and Italy is the culture centre of Europe. To follow the Roman Catholic characteristics i s one of the best and fastest ways to fit into global international business to the local ND the whole Europe.If you can put your business to fit into the Roman Catholic quickly, your business can be accepted by the Roman Catholics easily. According to the culture study and analysis, I have understood the Italy culture differences to do global business. Therefore, I have learnt the repetitions of respecting the Italians. I have acknowledged the cultural intelligence is one of the important factors to bring the successful international business. This essay have gone through the characteristics of languages of Italy, Roman Catholic church Although it is true that some claim that the Crusades were initially launched to help seal the rift between Catholic and Eastern Orthodox Christianity, there were essential differences between Christianity in Byzantium and Roman Catholicism that was developing independently. In fact, there were also strained tensions because of a history of the Roman Catholic church claiming wide swaths of territory from the other side through forged documents (Riley-Smith) which purported to claim a lot of Byzantium’s land for the Pope.Political, religious and cultural-economic conditions in the Arab world of the European Middle Ages were superior to those of Europe. The Moors had a history of expansionism into Europe at this point, and the culture of the Islamic world was much more advanced, especially in terms of mathematics, astronomy, and architecture (Allen and Amt).This is also exemplified in the historical clashes between Christianity and Islam, which are portrayed by the author as wor king within different paradigms of involvement in acquired territories throughout the history of the medieval Crusades, the rise of European imperialism, and the present state of affairs. When Urban put out the call to the Crusade, many people signed up. Some signed from a sense of religious duty. At the time, there was a great deal of stagnancy in the social system of feudal Europe too, without a lot of social mobility.The Crusades were an opportunity for some who signed up to improve their social status, political status, and even religious status. There was a lot of diversity among those who responded to Urban’s rousing call.   When interacting with the native populations of the Islamic world of the time, the Christian crusaders acted in different means and capacities, forming alliances with some, and utterly destroying and ransacking others. One interesting interaction was that of the rise of bartering between the Christians and native populations.During this time there was a sort of cultural bartering when the Europeans gave elements of their culture to more Eastern cultures and took some of the elements of the Eastern cultures and made them their own. One of these elements that the Europeans took was the concept of mercantile trading (Madden). Mercantile trading, as opposed to local trading, was more lucrative. There was a lot of anti-Semitism, fear and persecution in the era of the Crusades. Western Christians viewed Jews as another race, not quite human.Jews became aware of the Christians in many cases through persecution, and reacted accordingly. Perspectives of the Crusades varied between those involved in different capacities. Some undoubtedly felt cheated. Arabs generally felt surprised that Jerusalem fell and shocked at the invaders’ manners. Jews felt persecuted and threatened. There was a lot of stereotyping involved on all sides. The new Frankish territories of Outremer reflected their origins in the West in many ways, perhaps t he most obvious of which were cultural and architectural.Of course, with culture being transplanted to another area, there are also elements of hybrid nature to consider, with the Crusaders wanting to approximate new societies distinct from the communities from which they came, but in many cases succeeded in creating a sort of fusion culture based on elements taken from Western impetus and useful other elements in the new environment. REFERENCE Jonathan Riley-Smith, The Crusades a History (second edition) J. Allen & Emilie Amt, The Crusades: A Reader Thomas F. Madden, The Crusades: The Essential Readings

Analysis Of Aurobindo s Theory For Mandala Essay

Figure 2 Illustration of Aurobindo s theory for Mandala The actual effect of such a dynamic and individualistic ‘model for’ made them different in their rules of conduct and in their economic activities. What is important to note here is that the image of this colony, in 1970, emerge as tension with the earlier evolutionary model when the design for â€Å"Matri Mandir† was proposed. Since the belief for this utopian settlement was based on ‘spiritualization’ of matter, the proposal for Matri Mandir was planned as a geographical expression which can act as the spiritual centring. I believe, Auroville’s strongest function is its capacity to inspire the diverse people of the world and transformed to embody hope rather than simple desire. â€Å"Auroville is an aspiration of oneness which we have to find within ourselves and a measure in which we find it in ourselves, perhaps we can effectively, actually manifest in unity in forms of governance, in our economic form, in our education form in the way we build city.† -The Mother (Mirra Alfassa) Consistent with such realistic problems of today’s world, Ruth Levitas, author of perhaps most complete history of the concept of utopia to date, suggest three different bases for defining utopia – â€Å"content, form and function†. She points out that liberal humanist tradition neglects functions and focuses on matter of form and content, in terms of various canons how utopian works. However, the objective behind this research is not to define