Investigate the Cell Sap Concentration of Solute in a Potato Chip using

Investigate the Cell Sap Concentration of Solute in a Potato Chip using Osmosis Aim The aim of the experiment is to investigate the cell sap concentration of solute in a potato chip using osmosis and produce a figure informed by the investigation as to what this is. Background Information A factor that effects how much water moves into a cell is the solute concentration within it. Water moves in and out of cells by diffusion, this diffusion is called osmosis. Osmosis is the diffusion of water molecules from a place with a high water potential or high concentration of water to a low water potential or low concentration of water. If a solution has a high water potential this means it is weak or dilute solution so it only has a small solute (e.g. glucose) concentration. However, if a solution has a low water potential it is a strong more concentrated solution because it has a much higher solute concentration. Osmosis is the diffusion of water in these solutions from a high water potential to a low water potential or in terms of solute concentrations, from a dilute solution to a more concentrated solution as a more concentrated solution would have a much lower water potential that a dilute one. The water passes through what is known as a partially permeable membrane, which basically is what separates living cells from their surrounding. The membrane is called partially permeable and not fully permeable because it only allows water to diffuse through it and not solute. The cell wall is an example of a fully permeable membrane because it allows water and solute to pass through it, it does not block any of these molecules. The diffusion of water molecules by osmosis always flows down a water potential gradient, which basically means from a high to a low water potential this is how the water moves up through a plant in the xylem vessels, once one cell is full of water, the water will move all at once to the next cell. The water is moving from a place of high concentration to a place of low concentration, like the valves in our hearts stop our blood flowing back the other way, the cell membrane of the cell make sure the water only flows up the plant, this is known as the transpiration stream. When water is lost through the stomata this leaves empty cells with low water potentials therefore the water is always moving up the plant from higher water potentials to ... ...nt parts of the potato as they may have different solute concentration and it may be discovered that the point of no net movement will be different in different areas of the potato or even in different areas of the same chip. The smaller the potato slices from the different areas of the potato then the more detailed an analysis could be of which part of the potato has the highest/lowest % solute concentration. The experiment could be done again using smaller concentrations, say with a range of 5%-7% and at intervals of 0.25% this way a figure for the actual % solute concentration in a potato chip could be pin-pointed to a much more exact figure. Finally an experiment could be done using different types of potatoes to decipher whether the type of potato depends on the % solute concentration it has. The trends could be taken for many types of potato and then an average taken of them to give a figure which most represents the solute concentrations in many potatoes. This figure could then be compared or even investigated at the same time as an experiment to see if there were different solute concentrations in different parts of the potato and the links, if any, between them analysed.

Discuss the Disruption of Biological Rhythms

Discuss the disruption of biological rhythms 24m One example of disruption of biological rhythms is due to shift work and shift lag. This disrupts your sleeping pattern because it means you are required to be alert at night, so need to sleep during the day. This reverses and disrupts your circadian rhythm, becoming desynchronised where it is no longer entrained by EZ’s. There are many consequences of desynchronisation such as sleep deprivation. Shift workers find it hard to sleep during the day because of the EZ’s such as light and sound disturbances that keep you awake.This means shift workers find it even more difficult to stay awake at night time because they have had a poor quality daytime sleep. This then affects their alertness. Night workers often experience a circadian ‘trough’ of decreased alertness during their shifts. For example Boivin found that cortisol levels are at their lowest between 12 and 4am, which is the primetime a night worker, would be working. This means they have low alertness and decreases the efficiency of their job. There are also many effects on health due to shift work. A significant relationship has been found between shift work and organ disease.For example, Knutsson found that people who worked shift work for more than 15 years were likely to develop heart disease than a non-shift worker. This may be due to the direct effect of desynchronisation in the circadian rhythm. Jet lag is another example of how biological rhythms can be adjusted, but their effects are found to temporary, as travelling happens once in a while, whereas shift work may be somebody’s job which they have to be doing constantly every day. However, our biological rhythms are not equipped to cope with sudden and large changes in our rhythms.It has been found that they need approx. 1 day to adjust as each time zone is crossed. This is because the dorsal portion of the SCN needs several cycles to fully resynchronise, as it is le ss sensitive to light. When the dorsal portion of the SCN is adjusting we experience disruption in the form of jet lag. It has been found that it is easier to fly from east to west, as you need to stay up later, so your biological rhythms can adjust by you getting more sleep in the morning, whereas west to east you must wake up earlier so is harder to adjust.This can be demonstrated in a study where an American baseball team who travelled west to east saw their wins drop 37% due to phase advance where they have to get up earlier in the morning, causing a reduction in their overall performance. There are many real world applications that have derived from the effects of shift work and jet lag, enabling people to live alongside these disruptions in their biological rhythms. These are mainly targeted at shift work. It has been found that lorry drivers are prone to falling asleep at the wheel on night shifts.Legislation has been put in place to prevent this from happening. They now have a monitor in the cars that produce a sound telling the driver when they should have a nap to ensure they are not sleep deprived and avoid accidents from occurring. It has also been found that people should have bright lights at their work on a night shift to act as an EZ overriding the endogenous pacemakers. This could be supported by Gronfier’s study which found circadian rhythms were able to be entrained longer than 24 hours by using bright light pulses known as modulated light exposure.However, Boivin found that artificial lighting is only moderately effective in overriding the rhythm. Dim lighting which is mainly used in places such as hospitals failed to keep participants awake. This may be because the pineal gland is detecting an absence of light meaning melatonin is being produced which induces sleep. Therefore, in response to this research nurses who work in hospitals should have bright lights around the workplace to keep them awake. Melatonin has been found to be a ‘miracle cure’ for shift lag and jet lag. This is the hormone that induces sleep.This means that people experiencing sleep disruption can take melatonin tablets in order to sleep during the day or when they have finished their shift. This is supported by Herxheimer and Petrie who found when melatonin was taken near to bed time it was very effective. However, if melatonin was taken at the wrong time of day it could delay their adaptation to changing sleep patterns. However, these two explanations and examples of sleep disruption may be reductionist as it fails to ignore other factors that may disrupt the person’s sleep patterns.The lack of sleep may be associated with them having to go to bed at unusual times. This may lead to the person experiencing social disruption as they find it difficult to meet with their friends or spend time with their family. This may lead to high cortisol levels as they are stressed with the lack of social interaction. High cortisol lev els may be intervening with their sleep quality making them sleep deprived. Therefore, there are other intervening factors other than going to bed in the daytime.This can also be displayed in jet lag, where social customs are involved in entraining the biological rhythms. When you are travelling you are encouraged to eat and sleep at the same time as the country you are in. This could also help reduce symptoms of jet lag such as nausea. Timing of meals can re set the biological clock in the liver. Eating at the same increases enzyme production at the right time for digestion and avoids stomach upset leading the nausea.Therefore, social customs are an important factor to consider in the effects of sleep disruption and how they play a major role. The effects of disruption of circadian rhythms can vary considerably between different individuals. Some people may have circadian rhythms that try to adjust and change in response to shift work or jet lag, or other people’s circadian rhythms which don’t change at all. Reinberg found that people who gave up shift work because they couldn’t cope had constantly changing rhythms, whereas ‘happy shift workers’ had rhythms that didn’t change at all.This suggests that it may not be the shift work itself that is causing the sleep deprivation; it may be due to individual’s circadian rhythm and its ability to adjust or cope in different rhythms. Therefore, people’s who’s rhythms changed constantly may have experienced imbalance in neurotransmitters or raised cortisol levels from stress, meaning they experienced sleep deprivation. It would have to be asked whether shift work and jet lap is a disruption in biological rhythms for every individual, or whether some people are able to cope without the rhythm trying to adapt at all.

Technical Paper - 2497 Words

Technical Paper: Risk Assessment Strayer University CIS 502 December 15, 2013 Risk Assessment Describe the company network, interconnection, and communication environment. In order to support their growing business, Global Finance, Inc. (GFI) has taken necessary actions to ensure their network remains fault tolerant and resilient from any network failures. GFI has acquired network devices in order to support their network and maintain interconnection among their employees and customers. The World Trade Organization defines interconnection as: â€Å"Linking with suppliers providing public telecommunications transport networks or services in order to allow the users of one supplier to communicate with users of another†¦show more content†¦GFI cannot afford system outages because its cash flow and financial systems heavily depend on the network stability. GFI has experienced DOS network attacks twice this year and its Oracle database and email servers had been down for a week. The recovery process required GFI to use $25,000 to restore its operations back to normal. GFI estimated the loss from these network attacks at more than $100,000 including lost customer confidence. GFI’s failure to incorporate proper firewall devices at Internet access points can be linked to DOS network attacks and Oracle database and email servers being down. Network security is just as important as securing the company’s web site and related applications. Networks, because of the sensitive data they usually give access to, a re one of the most targeted public faces of an organization. Here are the top 5 network security vulnerabilities that are often omitted from typical reviews, and some tips to avoid making the same mistakes: †¢ Network Security Omission #1: Missing patches—all it takes for an attacker, or a rogue insider, is a missing patch on a server that permits an unauthenticated command prompt or other backdoor path into the web environment. Network security personnel should be extra careful when applying patches to servers but not applying any patches makes it too easy for attackers. Solution: Follow network security best practices by updating the operatingShow MoreRelatedTechnical Paper1324 Words   |  6 PagesTechnical Paper: Information Systems Security Shauna Martin Professor Keppler CIS 333: Networking Security Fund 6/8/12 As an information security officer for a small pharmacy there are a few things that need to be addressed. As with all companies it is top priority to make sure that the data that is input into the machines stays safe and to make sure that the people using the computers know it is their responsibility as well. As a security officer my supervisor has asked me to identifyRead MoreTechnical Paper2647 Words   |  11 PagesTheories of Security Management September 1, 2014 center700007040880Abstract Risk Assessment for Global Finance, Inc. Network. 9410010000Abstract Risk Assessment for Global Finance, Inc. 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Various Emerging Literary Genres During the 1900s Essay

Henry James (1843-1916) was a psychological realist rather than a photographic realist who was of the view that the duty of the artist is to represent life, not to produce it. His best works include The American, Roderick Hudson, The Portrait of a Lady, The Tragic Muse, The Spoils of Poynton, The Wings of the Dove, The Ambassadors and The Golden Bowl. Robert Shulman says that â€Å"the first-generation realists and their successors did justice to the surfaces of American life through the conventions of presentational realism—plausibly, rendered speech, recognizable settings and recognizable characters facing everyday problems all open to the interpretation of a middle-class, predominantly feminine audience. American realists also penetrated†¦show more content†¦Generally, modernists were driven by the belief that the assurances once provided by religion, politics, or society no longer sufficed. This belief intensified after World War I, when it seemed to many that hi story itself was coming to an end. The modern life was horrific, chaotic and ultimately futile. The modernist period also saw a radical experimentation in literary form and expression. American modernism seemed to be of two kinds. One was cosmopolitan, created by expatriate writers such as Ezra Pound, Hilda Doolittle, Stein and T.S. Eliot. These writers sought to internationalize literature, by making powerful connections between their work and a broad range of past literature. The other group was non-expatriate American modernists such as Stevens, Williams, Marianne Moore, and F. Scott Fitzgerald. William Faulkner and Ernest Hemingway developed a modernist literature that was connected to American traditions. American modernism is an artistic and cultural movement in the United States starting at the turn of the twentieth century with its core period between World War I and World War II and continuing into the twenty first century. Modernism, then, changed during the thirties, with the depression, the New Deal reforms etc. that followed the stock market crash of 1929. The fictions written in the thirties are called proletarian literature. It was an outgrowth of naturalism. It laid its emphasis on theShow MoreRelatedDid the Impact of the Beatles Sgt Pepper Album Help Redefine Popular Music as a Culturally Significant Art Form?4164 Words   |  17 Pagesmusic as a culturally significant art form? Summary of Assignment Choose an artist from the period 1900-1970 and to examine their relationship to the cultural and social framework of their era with reference to an important or influential album. Introduction In this essay I will be critically analysing and evaluating ‘The Beatles’ Sgt. 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Serfdom Of The United States - 3539 Words

Dabney Matchett III October 27, 2014 History 338 Paper Serfdom in Russia started in the 11th century with its origins in Kievan Rus. Slavery in the United States started in 1700s with the American South being its most prevalent. Russia abolished serfdom in 1861; at the same time, the American Civil War, fought between the Union and the Confederacy, was in its first year with slavery being one of the main fighting points. The war ended in 1865, and slavery was abolished as well. Though serfdom and slavery shared many similarities, they also shared several differences, and made serfdom seem even worse than slavery. One of the many similarities between serfdom and slavery was that in both institutions, they were hereditary. This meant that†¦show more content†¦In interviews with a few of the slaves in from 1936 to 1938, as part of the Federal Writers’ Projects, a WPA program, one of slaves spoke on the punishment she received: Sallie Crane: I been whipped from sunup till sundown. Off and on, you know. They whip me till they got tired and they go and rest and come out and start again. They kept a bowl filled with vinegar and salt and pepper settin’ nearby, and when they had whipped me till the blood come, they would take the mop and sponge the cuts with this stuff so that they would hurt more. These various punishments were often carried out to punish slaves for not doing their work, or simply for assert dominance. In Russia, the treatment of serfs were frequent and just as vicious as the slaves. According to Steven L. Hoch, in Petrovoskoe, a serf estate in Russia, â€Å"at least 79 percent of the adult males [serfs] were flogged, 24 percent more than once† from September 1826 through August 1828. In addition, the serfs were also subjected to being forcibly recruited into the army, being exiled, confinement, and forcing them to wear iron collars around their necks. The most serious punishment however, seemed to be the most innocuous: shaving half of a serf man’s hair and beard. In Serfdom and Social Control, the shaving was used in the most extreme cases and was considered â€Å"a particularly odious form of discipline†. The bailiffs in charge of the serfs used punishment to keep

Impact of facebook on the student performance free essay sample

The internet has significantly increased the potential for individuals to communicate with each other no matter where they may be located. It has also broadened the number of social relationships that an individual may carry on at any one time. Social networking sites (SNS) have become instrumental for providing free, user friendly access for communicating with others over the internet. Face book has quickly grown to become one of the most popular SNS worldwide. Face book currently has over 1 billion active users worldwide and on average 584 million people use Face book daily [2]. Ellison et al. point out that the core demographic segment of 18 to 24 year olds is growing the fastest at a rate of 74% year on year [6]. Face book was originally created as a vehicle for students to create and maintain social ties that were relevant to the university experience [6]. Today, Face book has become the SNS of choice for high school and college students. Within the college community it is difficult to find a student who is not on Face book. Ellison et al. , report that in 2007, as many as 94 percent of undergraduate students in the United States were Face book users [6]. Not only does social media have wide spread use among college students, the amount of time that students spend on Social media is on the increase. On average, users in the aggregate spent more than 10. 5 billion minutes per day on their personal computers logged on to Social media during January of 2012. Aggregate minutes per day increased 57% and average minutes per user per day increased by 14% in January 2012 as compared to January 2011 Given that a very large percentage of college students use Social media and the amount of time that they are spending logged on to Social media, the question arises as whether Social media use negatively impacts academic performance. To date, the research on the relationship between time spent on Social media and academic performance has provided mixed results. One motivation for this study is to test whether there is a negative relationship between Social media use and academic performance. Given the popularity of Social media among College students, researchers have begun to focus on individual factors that may be related to the amount of time that students spend on Face book. One approach has been to consider the influence of personality variables on Social media use [19]. A second motivation of this paper is to investigate whether personality variables are related to Social media use Problem statement Impact of social media on the performance of students depend on usage of social networking sites like Face book, YouTube and twitter but personality traits of users also have great role on the usage of social networking sites and academic performance. SOCIAL MEDIA (independent variable) Social media are said to be a general name for Websites that permit users to share content, Media, photographs etc. The common ones are the famous networking sites like MySpace, Friend ster, Face book, YouTube, Flicker, Photo bucket, etc. They are therefore described as media for social interactions which employs highly accessible and large communication apparatus. It is a web based and mobile technology which allows communication to become active and interactive dialogue. According to Kaplan etal, it is a group of Internet-based applications that builds on the ideological and technological foundations of Web 2. 0 which as he says, allow the creation and exchange of user-generated content[6*]. Some of the advantages of social media or the characteristics that make it distinct from other media-traditional/industrial electronic and print are: 1. They are easily accessible and relatively cheaper even sometimes free. 2. It allows everyone, including individuals to publish and access information unlike the industrial media for which vital resources are required for publishing information. 3. It is a decentralized media with minimum hierarchy which is distinguished by multiple points of production and uses. It requires less specialized skill and technical training, once access is gained into it, it could be operated or used by anybody with less difficulty. 5. It guarantees prompt and immediate response. However, since a good number of traditional/industrial media have begun to use similar facilities, this may not continue to be a distinctive feature of social media for a long time. 6. Social media unlike industrial/traditional one is ductile and malleable. Errors in information could be corrected with immediate effect by way of comments and editing TIME AS SUBVARIABLE: Further examination of whether the time spent on the Internet was or was not related to studying or specific academic content is restricted. A more thorough examination of Internet activities may help explain the interesting findings that the majority of FB users and nonusers reporting using comparable percentages of daily Internet use, yet the amount of time spent studying differs dramatically (i. e. , and GPA). For example, do the students logging 1 to 2 hours per day on the Internet access and stay online inone full block of time, or is 1 to 2 hours per day spread out across several waking hours while students are engaged in other activities? How this has an impact on a student’s study time is difficult to decipher without knowing the specifics of a student’s Internet use. Another issue to consider is the difference in how the variables were measured in the survey. Hours spent studying was polled for weekly use, and Internet use was surveyed as a daily average. More specifically with regards to how students use the Internet, if a student is engaged in their daily Internet use in one block of time during the day, and that block of time is concurrent with study time, this may support the crux of the multitasking supposition in this article. One question that comes to mind is if for the FB nonusers, time spent on the Internet, if not academically-related, would produce similar results as in the FB use GPA/study time relationship in the current study. If general Internet activity was done concurrently with studying, based in the multitasking literature, the logical answer would be yes. Also, related to this is that though total Internet time usage is equivalent, FB users spent less of the time remaining outside of class studying than nonusers. They also report spending more time on social extracurricular activities yet less time on working for pay. This opens the question of whether FB is a cause or is rather a result of the fact that FB users differ from non users in a fundamental way. Facebook  ® and Academic Performance 28 Another interesting descriptive finding was that a strong majority of FB users claimed to use their accounts either daily or multiple times per day. One question that emerges from this is what exactly is meant by daily or multiple times per day. Does this indicate that FB users log onto FB and leave it open all day, or that they log in and out several times a day? Related to multitasking, does this mean that a user logs onto FB while studying, or begins studying while being logged on, leaving FB open the entire duration of study? Facebook and academic performance: In 2009 a draft manuscript suggested that Facebook use might be related to lower academic achievement in college and graduate school (Karpinski, 2009). As with claims of dangers from older media, a recent study (and corresponding press release) indicating that Facebook use and collegiate grade point averages (GPA) were negatively correlated generated a great deal of media hype (Karpinski, 2009). Kolek and Saunders [12] reported that they found no relationship between Facebook use and academic performance. High levels of Facebook use may be related to a reduction in academic performance among college students. (Karipinski and Duberstein (10) and kirschner and karipinski). The major implication of this study is the finding that Facebook use is negatively related to academic performance. The nature of the relationship may be far more complex than the simple assumption that students who spend more time on Facebook also spend less time studying and completing academic work. Time on Facebook may replace activities that are not of an academic nature but none the less may have an impact on academic performance such as face to face communications with peers or the number of hours that students sleep. Personality and Facebook Use: In spite of the popularity of Facebook, it is only in the last few years that research has emerged that consider the relationship between personality variables and Facebook use [5]. Most of these studies have focused on personality and the types of activities that users engage in on Facebook rather than the time spent on Facebook. Personality traits are defined as an individual’s dispositions or tendencies that lead to certain attitudinal and behavioral patterns across situations [3]. The Five-Factor Model (FFM) is the most widely accepted model of personality and has emerged as the unifying theory for the study of personality [8]. The FFM is based on the theory that an individual’s personality may be evaluated by determining how they rank on five bipolar factors: neuroticism, extraversion, openness to experience, agreeableness and conscientiousness [8]. Each of these factors integrate numerous narrow traits that had previous been applied across numerous domains with limited success. These basic tendencies are inborn and developed throughout one’s lifespan, influencing an individual’s thoughts, feelings and actions [13]. Neuroticism refers to a person’s emotional stability. Individuals who are high on neuroticism often feel anxious, angry, and sad and cope poorly with stress. Individuals who are low on neuroticism are stable, even tempered and manage stress well. People who score high on neuroticism may be more inclined to spend time on Facebook because they may try to make themselves look as attractive as possible [14] or alternatively because Facebook enables neurotic personalities to take longer to contemplate what they are going to say as opposed to face to face contact [14, 18]. Extraversion represents an individual’s level of sociability and outgoingness. Extraverts take an energetic approach towards the outside world and can be generally described as sociable, active, assertive and expressing positive emotions. Introverts tend to be withdrawn, less active and express less positive emotions. There are two competing views of the relationship between extraversion and Facebook use. On the one hand, extroverts are predicted to spend more time on Facebook because it is another platform for them to communicate with friends and contacts made off-line. On the other hand, introverts may prefer to communicate using Facebook because it allows them to compensate for their lack of interpersonal skills [14]. Openness to experience refers to the extent to which an individual is willing to explore new situations. Individuals who are open to experience generally prefer variety, novel experiences, and are intellectually curious. Individuals who are low in openness are typically conservative, prefer uniformity and are intellectually disinterested. Individuals who score high in openness may be more inclined to spend time on Facebook because of the novel ways in which they may be able to communicate with others and their openness to new experiences [4, 14, 18]. Agreeableness reflects the extent to which an individual engages in and endorses interpersonal cooperation. Agreeable individuals are friendly to others, and tend to be social, warm and trusting whereas disagreeable individuals are less pleasant to others, argumentative, uncooperative and harsh. Individuals who score high in agreeableness tend to be amenable to entering relationships however there is no compelling reason why they would do so in an online environment [14]. Individuals who score low in agreeableness may be less inclined to use Facebook to avoid having to be sociable to others with whom they communicate [4, 18]. Conscientiousness refers to the extent to which an individual is organized, careful and shows self-control. Conscientious individuals have control over their impulses and are orderly, diligent and strive to achieve goals. Unconscientiously individuals are predisposed toward acting impulsively, being disorganized and tend to procrastinate on tasks [8]. Individuals who score high on conscientiousness may spend less time on Facebook because they may perceive time spent on Facebook to avoid distraction from achieving their goals.

Yla Eason and a study in Woman Entrepreneurship an Example of the Topic Economics Essays by

Yla Eason and a study in Woman Entrepreneurship The Olmec Toys have made its entry into the highly competitive market for dolls and toys and has been able to carve out its own niche space within a short period of time. The reason for its huge growth has been due to the extraordinary and single minded efforts of its founder and president Yla Eason. Not only she belonged to the black community, but that she was bringing out a concept hitherto not seen and that is the novel idea now popularly known as the ethnically correct dolls and toys'. Yla Eason introduced the concept of making ethnically correct toys for the other races ranging from the African-American, Asian, Hispanic, Chinese and other ethnic groups in the US as well as in the world. The idea struck her in a sort of shock revelation when her three year old son Menelik shook her inner conscience when he stated that he would never be like the model hero He-Man for the latter was white. This posture indicated a negative attitude which her child along with the rest of the children belonging to the ethnic groups among the US population was growing up with. Her belief was confirmed when she realized that there wasn't even a single toy retailer in the whole of New York who was selling a prototype of an African- American super hero. Need essay sample on "Yla Eason and a study in Woman Entrepreneurship" topic? We will write a custom essay sample specifically for you Proceed There was little doubt as her careful research has revealed that the ethnic children were being made to accept their inferiority and so would they limit their own future aspirations when they face the grown up world. This made her all the more determined to bring forth to the world a model of an ethnically correct toy for the children of the community. Her ideas resonated with those of famed psychologists Dr James Comer and Dr Alvin Poussaint who in their book Raising Black Children' wrote that when children are made to play with different colored toys they understand the diversity of their world. These children when they grow up develop a positive attitude and have generally more tolerance level while accepting the difference in others. In order to prove her point for getting the toy retailers into her fold she collected quantitative data and showed them how in US there was 30% non white below ten years and that their population was steadily rising. It was also revealed through her questioning of parents belonging to different ethnic population that all of them preferred toys that would have similar features of their own children. In order to show that she was quite serious she formed Olmec Toys and brought out her first prototype model of a Sun-Man with darker skin color and different facial structures which was similar to the characteristics of the ethnic population. Then came the stumbling block and that was there were no takers especially among the large American retail giants who had fed themselves on the staple diet that there was no other toy other than those that belonged to the Caucasian group. Even the black dolls that were displayed in these showrooms were Caucasian in all aspect except that they have been dipped in black paint. For Yla Eason there were several problems that stood in the way for her enterprise to make inroads into the highly competitive market of toys where only large players with proven financial prowess and experience could only survive. Even though she got the initial finance from her mother and friends to start the venture she however couldn't get her model Sun-Man into the large retail windows where they could be prominently displayed. There was of course biasness prevalent among the top retailers. The retailers were already clogged with the idea that people generally accepted white toys and even black groups had become accustomed to purchasing them and hence they see no need for any change. The second problem she faced was that there was no proper research done in this particular area of ethnically suitable toy market. Although the idea was brilliant in itself yet Eason would have to get the message across to the whole of the ethnic group if she ever wishes to sell her toys. Presently, even the ethnic children too were quite satisfied with the toys having white Caucasian features which they have already taken for granted to be the standard look for toys of any kind. Besides, by introducing a unique concept Eason was trying to sell a hitherto untested idea and the large retailers were simply not interested in taking the risks. Lastly, she wanted to change the pattern of thinking and this would mean a paradigm shift from the time tested market for toys which was not quite acceptable to the majority of the manufacturers and retailers. The problem faced by Yla Eason while launching Olmec Toys were several and would have made an average entrepreneur turn away especially when facing the competitive atmosphere of the toys market. Although there was a special niche segment in the market which has so far been untapped yet there was severe lack of publicity on the part of Olmec Toys to make inroads into the competitive market of toys. Perhaps there was also the consistent biasness on the part of the big toy retailers that Yla Eason was a black and a woman entrepreneur and that too making a radical change to the concept of toy manufacturing wasn't quite acceptable to the white majority who were the leaders in the toy manufacturing sector in US. There is sufficient reason to believe that the retailers along with the present manufacturers were trying to stall whatever efforts Yla Eason was trying to secure for her company by concentrating on a niche market segment. Undoubtedly, Yla Eason was a woman with an unusually strong personality and she could have made better progress if she would have made some calculative steps. In the first place she could have tapped the market potential through the website in these internet savvy times. The Olmec Toys could have made into the latest news with Yla Eason making the public, especially the ethnic minorities, realize the biasness connected with the white dominated toys through various newspapers before the launch explicitly stating her intentions of giving role model toys for the minority children. She could have thought over the matter given her background as a reporter with an MBA. With the publicity she could have approached the retailers with much better reason. It really counts if the media makes a lot of news and too for the minority community cause. This would force the retailers to stock Olmec Toys and which in turn would bring in more profitability to the company. Further, she could have taken s ome risks on her part by exhibiting a few of her prominent ethnic toys on the windows of a few New York retailers by giving the items free or with hefty discounts in order to encourage people to notice them. There is also one more factor which she could have dealt with initially and that was to export her toys to the foreign markets where the toys with actual characteristics of the African, Asian, Chinese and Japanese population would have got a better reception. Finance in exports are also can be transacted after receiving a letter of credit from the foreign importer. Usually there are lesser problems of getting finance in international trade and Olmec Toys could have sent the message through their own website. The psychological affect on children could be highlighted in this way. The focus on one's physical appearance and body as source of self worth may be imbued or strengthened by various social agents (Bosacki, 2007). The diversity among the international community can be a determining factor to sell her idea across the world and this would naturally attract interest in US markets too. Again, there is no dearth of research in US on any subject and as an experienced researcher Yla Eason could have done some kind of homework to get the message across to the parents of minority children that the ethnically correct toys would enhance the child's own image and inspire him or her later on future careers. This change in thinking could be done with due publicity and advertisement rather than try selling it to the stubborn retailers. Reference List Bosacki Sandra Leanne (2007). Children's Understanding of Emotions and Self: Are There Gender Differences? Children's Self Development. Journal of Research in Childhood Education.