VLEs - Srei Sahaj e

Transcription

VLEs - Srei Sahaj e

May-June 2014
Vol. VI
Issue 5
Taking education
beyond literacy
& rudimentary skills
A
Venture initiative
Vol. VI
Editorial
Issue 4
BRINGING GOVERNMENT, BUSINESS & EDUCATION SERVICES TO RURAL INDIA
Under the aegis of the National e-Governance Plan of Govt. of India
Hello Readers,
W
ith the pitter patter raindrops falling from the sky people
across India can heave a sigh of relief that the days of the
sweltering heat is finally over. Gods seem to finally have mercy on our
parched souls.
As the ushering of the monsoons bring good news so does Sahaj with
each passing day. Team Sahaj is dedicated to the cause of contributing
towards construction of the bridge which will eventually eliminate this
economic divide, particularly between urban and rural India. In this
endeavour, we have discovered that 'education' can act as a passport
for every Indian to cross over this gulf and attain prosperity. This is,
mainly due to the absence of the last mile physical infrastructure of
delivery.
Editor :
Debolina Banerjee
Art Editor :
Niladri Banerjee
We believe that we can contribute significantly towards empowerment
of rural youth, by making our e-learning programmes available at their
doorsteps. Towards this end, we have developed and are routing
through our Common Service Centres, a bouquet of some brand new
e-learning products which can enable rural youth to gain knowledge
and add value to their employable profile.
Disclaimer :
The views expressed through the articles in
this newsletter may not necessarily be those
of the organization.
Sahaj e-Village Limited is not liable for any
content and design carried in the
advertisements published in this issue.
Published by :
Department of Marketing Communications
Sahaj e-Village Limited
All our endeavours would be in vain but for our Sahaj Entrepreneurs,
who are the final points of presence for the rural students. Without
their support, it would not have been possible for us to ensure that
these e-learning products, that we have developed, do not remain
piped dreams. The Sahaj Entrepreneurs, who are increasingly
emerging as friends, philosophers and guides of rural youth are playing
an important role in ushering in this knowledge revolution and they are
being amply supported by the developers at head office and the field
level foot soldiers of Sahaj, at every level. This edition of Setu takes
you on a journey into these inroads.
We also have a brand new section for you – Foodies Delight, where you
can hone your culinary skills.
All this and much more
www.sahajcorporate.com
Happy Reading….
Follow us on
Table of Contents
1
2
4
6
• CEO speaks
• Top VLEs
• Other successful
VLEs
Latest News
From the Hinterlands
G2C Newsreels
8
13
16
17
18
Cover Story
Sahajites Writing Desk
Foodies Delight
Health Beat
Light Reading
19 VLE Testimonials
20 The Good Life
21 Feature Story
23 Horoscope
C E O S P E A K S
Dear Friends,
E
mployability of youth remains a major concern in today's India. An assessment by Wheebox, People's
Strong in collaboration with Confederation of Indian Industry clearly states that of the 5 million
graduates this year, only 34% are employable. What is it that is lacking then? It probably is that edge of a
critical skill that would give them the competitive advantage over others in the job market. This concern
looms larger over youth in Rural India.
We at Sahaj understand this need and hence have been providing aid in the form of contemporary and
market driven eLearning courses through our 26,000+ centers. Having already enrolled over 93,000
students since the service was rolled out, we found the time apt to load our catalogue further with courses
that really are the need of the hour. Take for example the competitive exam preparation courses launched
in association with HETA in Uttar Pradesh. We all know that lakhs of aspirants appear for the public service
selection examinations from Uttar Pradesh alone every year, and majority of them are from Rural belts. But
why should they have to travel all the way to the nearest town to get training in this regard. Now they can walk
into the Sahaj center in their village, prepare for the examinations and take mock tests too. This is just one of the few
strategic introductions and improvements that we have made in the Sahaj eLearning bouquet and you shall read about it all in this
issue.
Over half of India's 1.2 billion people are under the age of 30, and some 12 million Indians are expected to join the workforce
every year over the next 10 years. It would be devastating if they enter the dash for a chuck of the job market pie without
additional skills. We would love to hear from you regarding your interests, initiatives, thoughts in this regard and keep enjoying the
vibrant monsoons.
Sanjay Kumar Panigrahi
CEO, Sahaj e-Village Limited
TOP
VLEs
in April
Other
Successful
VLEs
in April
TOP
VLEs
in May
Other
Successful
VLEs
in May
Assam
Assam
Assam
Assam
Sorowar Islam
Hasimuddin Ahmed
Obaidur Rahman
Ganjan Basumatary
Papori Dowrah
Abu Taleb Ahmed
Jadumoni Chetia
Pankaj Kataki
Bihar
Bihar
Bihar
Bihar
Nutan Singh
Pankaj Dwivedi
Aslam
Pankaj Jaiswal
Rajesh Tiwari
Vinay Kumar Sinha
Nutan Singh
Pradip Kumar Singh
Odisha
Odisha
Odisha
Odisha
Sanjaya Kumar Sahu
Daringbadi Lampcs Ltd
Gunjibadi Lampcs
Ashish Kumar Jena
Daringbadi Lampcs Ltd
Gunjibadi Lampcs
Bamunigam Lampcs Ltd
Naktideul Scsltd
Tamil Nadu
Tamil Nadu
Tamil Nadu
Tamil Nadu
Saraswathi
Manokaran M
Ezhamalai D
Bhuvaneshwari R
Chokalingam D
S.Vikram
D Anand
Kalaivani P
Uttar Pradesh
Uttar Pradesh
Uttar Pradesh
Uttar Pradesh
Mumtaj Ahamad
Avadesh Kumar Maurya
Bal Mukand
Amarchand Lal
Sanjiv Kumarr
ManojKumar Singh
MahendraKumar Mourya
Bajarangi Kumar
West Bengal
West Bengal
West Bengal
West Bengal
Jagannath Patra
Afroja Begam
Utpal Adak
Fransis Das
Debashish Maiti
Anubrata Karmakar
Ashim Chatterjee
Rajesh Kumar Shaw
Latest
News
T
o make its Village Level Entrepreneurs (VLE) more
aligned with the Sahaj Family, the HR Team of Sahaj
recently conducted a health awareness session in the Motihari
District of Bihar in collaboration with Dr. Reddy's. A large
number of VLEs along with their family members
participated in the event. Dr. Tabrez Alam conducted a
session on Hypertension. There was Blood Sugar check-up
for participants. A question-and-answer session on health is
S
ahaj Rural Development Foundation, a Self Help
Promotional Institution, in partnership with Nabard
has formed 395 Self Help Groups (SHG) through Sahaj
Entrepreneurs in Bihar's Lakhisarai district. These SHGs are
involved in micro saving and have banking terms with Bihar
Gramin Bank, an RRB of UCO Bank. In order to help the
SHGs to generate new business and better livelihood
opportunity, Bihar Gramin Bank, recently, organized a Credit
Linkage Program and disbursed ₨54 Lakhs to 11 SHGs. 112
households also got financial credit during the program. Mr.
Ranjit Kumar Das, CGM, Nabard told members of Self Help
Group that the channel would be crucial for development of
villages in the days to come. Among those present at the event
included: Mr. Sudhanshu Shekhar, DDM, Munger and
Lakhisarai districts, Mr. Arbind Chaudhary, FI BGB HO
Begusarai, Mr. Mahendra Chaudhary, Regional Manager,
Lakhisarai, Mr. G.C Pathak Bank Manager, Lakhisarai and
Sahaj officials from Bihar.
T
he recently concluded and the biggest election of our
times, the Lok Sabha General Elections 2014 had 725
million voters across the entire country. The Sahaj team of
Uttar Pradesh had put in all its effort to get as many voters as
Sahaj Setu • May-June ’14 • Page 2
possible for the elections. The team, recently, conducted an
awareness campaign on the importance of adult franchise
among the women folk of rural India. The activity had a
session called “Sankalp” where the women were urged to
take oath to exercise their right to vote.
I
n order to offer convenient shopping experience to
villagers, Sahaj has partnered with Omnipresent Retail
India Private Limited, a company carrying on the business of
e-tailing and operates under the brand name of
'www.edabba.com' and selling products and services in the
categories of apparels, jewellery and electronics. Customers
can visit the Sahaj centre, view the catalogues and order
products they like. The service is currently in an offline mode
and available only through centres in Bihar. Sahaj is hopeful
to launch the service in other states too.
Skill up
center-Bhuj
ahaj has been retained
bygradation
the Odisha
Rural
Development & Marketing Society, Panchayati Raj
Department, and Government of Odisha, as a preferred
implementation partner for Aajeevika Skill Development
Program. A work order has been issued to implement
placement linked skill training program across the state of
Odisha during 2014-15. The project is residential, grant
based, training, and placement program with the objective to
train 1,500 youth in IT/ITES, Security and Hospitality.
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NABARD Comes To The Rescue
Of Mango Farmers
Britannia Makes Launching New
Biscuit Brands Top Priority
HUL To Shift Focus To Rural
Markets, Innovation And Digital
Media
I
n its annual report for 2013-14, Hindustan Unilever, India's
largest fast-moving consumer goods company, has said in
coming months, innovation, rural distribution and digital media will be
its priority areas.
HUL continues to face pressure on the volume growth front. For the
quarter ended March, volume growth fell to three per cent, the lowest
in two years. In the three preceding quarters, HUL's volume growth
was four-five per cent, against six per cent for the quarter ended March
2013.
M
aruti Suzuki is looking at an aggressive rampup of its dealership presence in the country to
meet its target of selling over 2 million cars by 2017.
The company plans to double dealer outlets in the next
three years from 1,331 at present.
“From the dealership perspective, we focus on how
close can we go to our customers. We are looking to
double the dealership presence by 2017 to increase our
reach,” said Mayank Pareek, chief operating officer
(marketing & sales).
For Maruti, the share of first-time buyers of new cars
has dropped sharply to 37% from around 50% two
years back. With competition coming in from Nissan in
the entry-level segment and other players in different
segments, the company needs to maintain its headstart
in terms of reach.
HDFC ERGO To
Implement Weather Based
Crop Insurance Scheme In
Karnataka
Source: http://www.business-standard.com
fter boosting margins and sales growth last year, Britannia
Industries Ltd is now looking to launch new brands as India's
second largest biscuit maker shakes off its reputation of being a
laggard in product innovation and accelerate growth.
Results improved significantly at Britannia in the past four quarters as
stabilizing costs of ingredients such as sugar and wheat as well as cost
cuts boosted operating margin to roughly 8% for the year ended 31
March from 5.7% in 2012-13. Sales growth also improved to 11.8% last
year from 10.2% as price increases helped offset the weak consumer
demand that has hurt consumer goods makers for two years now.
Source: http://www.livemint.com
A
Maruti Plans To Double
Dealer Outlets By 2017
Source: http://www.financialexpress.com
The four-month research, with main focus on existing marketing
system at various levels, from farmers to consumers, is expected to be
completed by August end. “We are looking into reasons for
interference of middlemen which adversely affected the farmers.
Middlemen deprive farmers of their due returns on investments,”
intern for the NABARD project Rajita Varma told The Hindu.
Hinterlands
H
DFC ERGO General Insurance Company Ltd
has been authorised by the Karnataka
Government to implement weather based crop
insurance scheme for loanee and non-loanee farmers.
The insurance scheme notification is to be released
shortly and is being circulated for awareness among the
farmers.
The scheme will be implemented for Kharif 2014-15
for pomegranate, onion irrigated and rainfed, cotton
irrigated and rainfed, chilli irrigated and rainfed, grapes
and banana in Yadgir, Bellari, Bijapur and Bagalkote
districts of Karnataka.
Source: http://www.thehindubusinessline.com
he National Bank for Agriculture and Rural Development has
taken up a study on value chain analysis of mango produce in
Andhra Pradesh in a bid to extend all means of support to farmers in
the coming years.
Source: http://www.thehindu.com
T
From the
Corporates Come Forward
To Popularise Sakala
T
V
Pantel To Sell Low-cost Mobiles
Through India Post
Tata Steel Gears Up To
Satisfy Huge Demand From
Rural And Semi-rural Areas
Source: http://www.dnaindia.com
nformation technology and communication devices maker
Pantel Technologies Pvt. Ltd. has tied up with India Post to take
its low-cost feature phone to rural areas.
For the company and its ₨1,099 Bharat Phone, with internet access, it is
the second such association with government agencies. Bharat Sanchar
Nigam Ltd. remains the first, with the phone coming with bundled,
free talk time offer.
“We signed an MoU with the Department of Posts last month and will
train their staff to explain the benefits of the phone,” says Pantel
Technologies Managing Director Vijender Singh. While BSNL was
preferred for the good reach in rural areas, the decision to join hands
with India Post is driven by the wide network of over 1.50 lakh post
offices and 400,000 postmen.
Bengal Plans To Spend ₨8,000 Cr On Rural Water Supply
T
he West Bengal government has chalked out a planned expenditure of ₨8,000 crore this fiscal for providing potable water to
rural areas of the state.
State Public Health Engineering (PHE) minister Subrata Mukherjee said "The government will spend close to ₨8,000 crore for piped
water supply to the rural areas which will benefit nearly 30 lakh villagers."
Speaking to reporters within the Assembly premises, he said the funds for the project had been provided by the West Bengal
government, Centre, World Bank, Asian Development Bank (ADB) and JICA of Japan.
I
T
ata Steel, India's second-largest steel maker is
gearing up to cater to the huge demand that is
expected in next few years from rural and semi-urban
areas.
Apart from developing unique products for rural
requirement, the company is also designing a supply
chain to reach far-away villages.
"We have a lot of plans to go rural, but those are not yet
on the ground. It could be a house, it could be installing
roof, instead of just selling a sheet. It could be selling
steel doors or steel grain silos," Atrayee Sarkar, chief,
marketing and sales, Tata Steel, told dna.
odafone India Tuesday extended its Project Samridhi in Karnal
in a bid to boost sales and provide employment opportunity to
women in the region.
Under the project, the telco has appointed 100 women, from rural
Haryana, to sell e-top-ups and prepaid recharges. These women have
been trained on the basics of the business and equipped with an E-top
SIM card.
In a statement, Vodafone said that the initiative will enable and
transform the women retailers into brand ambassadors who will reach
out to audiences in the deeper geographies of the state.
Source: http://www.business-standard.com
he State's e-governance mission, Sakala, will
now be popularised through corporate social
responsibility (CSR) initiatives of companies.
Several companies have evinced interest in this
corporate engagement model and General Electric
(GE) has already joined hands with the mission to
promote Sakala's women empowerment initiatives, said
Sakala Mission Director Shalini Rajneesh.
Ms. Rajneesh, who is also Principal Secretary,
Department of Personnel and Administrative Reforms,
said over 7,000 GE volunteers from the city would be
trained in popularising the scheme and creating
awareness about it in villages.
Source: http://economictimes.indiatimes.com
Vodafone India To Expand Project
Samridhi To Rural Haryana To
Boost Employment Among Women
l
e
e
r
s
New
G2C
Government To Pay
Unemployment Allowance Under
MNREGA
T
he Bihar government is likely to pay unemployment
allowance to the people to whom it fails to provide
work under MNREGA. The rural development department
(RDD) is preparing a draft proposal to the effect for the
cabinet's approval.
As per the provisions of the MNREGA Act, if a job seeker is
not provided work during the 15 days from the day s/he asks
for work, s/he is entitled to get unemployment allowance.
RDD minister Nitish Mishra during a review meeting noticed
over 72.5 lakh job card holders did not ask for work between
2006-07 and 2013-14, arousing suspicion that either they did
not need work or they did not exist or live in the state.
Source : http://articles.economictimes.indiatimes.com
India Signs Credit Agreement
With World Bank For Uttarakhand
Rural Water Supply And Sanitation
Project
A
n agreement for credit of US $ 24 million (equivalent)
from World Bank for Additional Financing for
Uttarakhand Rural Water Supply and Sanitation Project was
signed here today by Shri Nilaya Mitash, Joint Secretary,
Department of Economic Affairs, Ministry of Finance on
behalf of the Government of India and Mr. Micheal Haney,
Acting Director, New Delhi office, World Bank on behalf of
the World Bank.
Similarly the Project Agreement was signed by Ms. Sowjanya,
Additional Secretary, Department of Drinking Water and
Sanitation on behalf of the Government of Uttrakhand.
Source : http://www.orissadiary.com
Government To Add More Works
Under MGNREGA Based On
Requirements Of States
T
he government will revise the list of jobs under the
country's largest rural employment guarantee scheme,
MGNREGS, based on the requirement of individual states.
The move, which will make states more accountable to the
Mahatma Gandhi National Rural Employment Guarantee
Scheme, is in line with Prime Minister Narendra Modi's view
that the nation's progress lies in the progress of states.
The Rural development minister will soon meet his
counterpart in each state to decide on the new jobs that can be
added to the scheme for the betterment of villages. Although
an exhaustive list exists for this purpose, the minister feels that
most of them are not viable. "I will hold a meeting with state
rural development ministers after the Parliament session to
seek their view on the works that can be added under
MGNREGA to help in the development of villages," Munde
told ET.
Source : http://www.financialexpress.com
Welfare Scheme For BPL Category
Construction Workers
T
he state government has decided to include
construction workers belonging to the below poverty
line (BPL) category and employed on the Mahatma Gandhi
National Rural Employment Guarantee Schemes within the
ambit of a welfare fund.
“Earlier, they were being deprived of social security benefits.
Now, they will be brought within the construction workers'
welfare fund,” new labour minister Prafulla Kumar Mallick told
The Telegraph. The state has around 37 lakh BPL cardholders.
A government notification stated: “The rural job project
workers, having worked for 90 days a year, shall be brought
within the fold of construction workers.”
Source : http://www.telegraphindia.com
The Galli Galli Sim Sim
Radiophone Project Shares Its
Success; Leverages Equity Of 10
Community Radio Stations
S
esame Workshop India, [SWI] the organization behind
GalliGalliSimSim [GGSS], the popular educational TV
show, today shared the impact of its outreach program
initiative The Radiophone Project that began in 2011.
Today's program - “Hello Tomorrow”-Technology and
Storytelling, Together Changing Rural Children's Lives,
showcased how this project used GGSS's educational content
by combining easily available technology and storytelling to
uplift learning levels among children in rural regions of India,
especially in areas that were beyond the reach of television.
Source : http://indiaeducationdiary.in
Odisha Govt To Distribute 50
Lakh Solar Lanterns, Study Lamps
Among Households
T
he State Government has decided to launch a massive
programme, 'Tikiye Aluo' to distribute 50 lakh solar
lanterns and study lamps among the households that depend
on kerosene and other means to meet their minimum
illumination needs.
“As affordability is a big problem with the poor people, the
programme will come as a big respite for them living in farflung areas of the State,” feels a senior official in the Odisha
Renewable Energy Development Agency (OREDA).
Source : http://www.orissadiary.com
Govt To Take ₨1,400 Cr Loan For
Gram Swaraj
Wi-Fi Connectivity For Secretariat
Soon
T
T
he government will seek about `1,400 crore from the
World Bank to implement the phase II of the Gram
Swaraj project, envisaged to improve infrastructure in rural
areas.
Additional Chief Secretary Vijaya Bhaskar told Express that
the Cabinet had recently given its assent to raise the loan.
This will be spent on the 39 most backward and 40 backward
taluks identified by the Nanjundappa Committee on regional
imbalance.
The phase II worth over `2,000 crore will be implemented in a
five-year period, he said and added that the government will
bear the remaining `600 crore.
Source : http://www.newindianexpress.com/
o make e-governance people-centric, the government is
planning to make the Delhi secretariat at IP Estate WiFi-enabled. The test trials are over and, if the project is
executed successfully over the next few months, there are plans
to extend Wi-Fi connectivity to all government offices involved
in public dealings.
The information technology department of Delhi government
is preparing to call for tenders from parties interested in
installation and maintenance of the facility on payment basis or
in exchange for advertisement rights on the connecting page at
the time the users log in to access the internet using Wi-Fi.
With e-governance seen as a route to weed out corruption, the
plan to provide Wi-Fi at the secretariat is seen as making a pitch
for greater online access in government facilities.
Source : http://timesofindia.indiatimes.com
Taking education
beyond literacy
& rudimentary skills
Cover Story
R
ight to Education is the primary right
of every citizen of India, whether a
child resides in a high profile society or in a
far away not so developed secluded village,
according to the Article 45 of Indian
Constitution the basic elementary education
must be provided to all the children up to the
age of fourteen years. Even after 64 years of
independence some States in India are still
struggling to achieve Universal enrolment,
retention and quality education.
Cover Story
M
obile phones, internet, tablets,
iPads, their applications, social
m e d i a e ve n t r ave l l i n g , c o o k i n g ,
communication etc are part of our lives
from the start till the end of the day.
Technology is touching every aspect of
society and changing it dramatically. But
there is one very important and
indispensable part of the society that has
also been tapped by new innovations and
discoveries and that is education. Like all
other areas, in this case also urban areas
are influenced to a greater extent than
Rural one.
Throughout history, educators have
devised means to help people
learn that are easier, faster,
surer, or less expensive
than previous
means. From this
perspective,
educational
technology could be traced back
to the emergence of very early tools, such as
paintings on cave walls. However, the use of media for
instructional purposes is generally traced back to the first
decade of the 20th century. The first
large scale usage of new
technologies can be
traced to US WWII
training of soldiers
through training films
and other mediated
m a t e r i a l s . To d a y,
presentation-based
technology, based on the
idea that people can learn
through aural and visual
reception, exists in many
forms, e.g., streaming audio
and video, or PowerPoint
presentations with voiceover.
The world of education is
currently undergoing a
massive transformation as a
result of the digital revolution.
Students today are considered
Digital Natives who were born and
raised in a digital environment and
Cover Story
Computer Today
• Computers Today have been designed with more focus on the practical uses of computers in today's world
rather than imparting theoretical knowledge.
• It includes Basics of Windows 7 and Introduction to Windows 8 instead of Windows XP.
• It includes most popular and latest features of Office 2010 - Word 2010, Excel 2010 and PowerPoint 2010.
• It is more advanced and gives a detailed insight on Internet, E-mail, Google Search and Facebook.
• It includes advanced Google features such as – Google Maps, Image Search, Navigation etc.
• New topics such as Picasa, YouTube, Instant Messengers, Google Drive etc. are present.
• The topics covered have advanced and more realistic story-board oriented hands-on simulations (exercises).
inherently think different because of this exposure to
technology. This transformation is similar to the transition
from apprenticeship to universal schooling that occurred in
the 19th century as a result of the industrial revolution. In the
apprenticeship era, most of what people learned occurred
outside of school. Universal schooling led people to identify
learning with school, but now the identification of the two is
unraveling.
Ms Package 2010
MS Package 2010 is a power packed
bundle of four individual courses. i.e.:
MS word 2010, MS Excel2010, MS
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both passive (video, text, voice over) and interactive (hands on)
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About 70 per cent of India's population resides in Rural areas.
The development of the Rural
sector, like any other
sector, relies a lot upon
the quality of education
in the area. And when
we talk about
e d u c a t i o n t o d a y,
technology can't be too
far behind. Over the past
few years, technology has
played a crucial role
in the spread of
education,
a n d i n
making
learning
m o r e
interestin
g and
f a s t -
paced. India's education sector has grown at a phenomenal
pace in the last few years. The industry was estimated at
$54.20 billion in FY12. According to India Brand Equity
Foundation, it is expected to nearly double to $95.80 billion
by FY15 as demand for education is expected to take a leap.
However, despite the tremendous growth in this crucial
sector, access to quality and higher education remains largely
confined to urban and semi-urban India, while much of Rural
India is still deprived of primary education. Schools in Rural
areas continue to suffer from a paucity of committed teachers
and proper infrastructure, such as classrooms, blackboards
and benches. Given that such schools are few and far
MS Word 2010
MS Word 2010 teaches you A to Z about
latest version of MS Word. With the help of
it's engaging multimedia environment, local
language voice over and embedded
interactive chapter makes learning all the more easier.
between, most classes are overcrowded,
leading to a distorted teacher-student
ratio. In such a situation, it is impossible
for teachers, even if they are willing to
help, to attend to each and every
student.
An all-India survey of school children
in the Rural areas, conducted by
ASER, found that only 58 per cent of
children enrolled in class III to V
could read a class I
text. Less than
half — at 47
per cent —
were able
t o d o
simple
two-digit
subtract
i o n .
A n d
only
Cover Story
MS PowerPoint 2010
MS PowerPoint 2010 teaches you A to Z
about latest version of MS PowerPoint. With
the help of it's engaging multimedia
environment , local language voice over and
embedded interactive chapter makes learning all the more
easier.
half the children in class V to VIII could use a calendar. Proper
textbooks, learning materials, skill-based, relevant and
contemporary curriculum and, most important, experienced
teachers are urgently needed to enable Rural
children to compete with their urban
counterparts, not only at the national, but at the
global level too.
the urban areas, but Rural schools have remained far
behind, creating a digital disparity between urban
a n d R u r a l schools. As effects of
the trickle-down
economy are felt in
Rural areas and
disposable incomes and
spends increase,
education will claim the
lion's share of the
household budget. To take
education to the Rural
terrain, the Government and
the private sector must work in
tandem; the beginning has to be
made now!
Technology in schools saw a swift evolution
from the times when computers were
introduced to simplify the administrative
workflow, to present day when computer
labs were created to impart computer
skills.
These changes were observed mainly in
MS Excel 2010
MS Excel 2010
teaches you A to Z
about latest
version of MS
Excel. With the help of it's
engaging
multimedia environment , local language voice over and
embedded interactive chapter makes learning all the
more easier.
o
n
New technologies create learning
opportunities that challenge
traditional schools and colleges.
These new learning niches enable
people of all ages to pursue learning
their own terms.
Role of Sahaj in this digital revolution
Sahaj is committed to raise the level of education and literacy in
Rural India and help disadvantaged children; Rural youth and
job seekers as well realize their full potential. Sahaj seeks to
ensure quality education for children and youth in Rural areas in
order to create equal opportunities for all to participate in and
benefit from India's economic growth. With computer based
education, complemented by innovative methods for overall
development and blossoming of each individual, Sahaj
empower Rural children and youth alike to meet future
Windows 7
Windows7 teaches you A to Z about
Windows7 Operating System. With the help
of it's engaging multimedia environment , local
language voice over and ambeded interactive chapter makes
learning all the more easier
Cover Story
Tally ERP9
Tally is the software of choice of almost every accounting
professional. This path breaking Sahaj Tally ERP9 tutorial
teaches you business functionalities like inventory, sales, Point
of Sales, Job Costing and Payroll among other important
topics.
challenges. Sahaj's combined initiative and support with
various industry honchos will make all the difference in
the life and future of Rural children and youth for whom a
quality education is the only ladder that could help them
and their families climb out of the abyss of poverty.
Sahaj's tie-up with HETA Eduventures
Sahaj, recently, has entered into an arrangement with
HETA Eduventures, a first of its kind multilingual eLearning web-portal to take the advantages of epreparation for competitive examinations, to students in
24 districts of Rural Uttar Pradesh.
reduce the time spent in travelling to coaching centers in
nearby towns and leave them with more time to prepare from
Sahaj Centres which have a presence in almost 1 per 6 villages.
Sahaj has been instrumental in propagating the benefits of
eLearning in Rural India and has enrolled over 58,000 Rural
students in various Sahaj eSikhsha courses, in the last 3 years
alone.
e are excited with the
partnership with HETA
Eduventures. For long
we've seen the challenges faced by
students in Rural India who have
to travel long distances to
coaching centers to prepare for
competitive exams. With this
introduction, we would be able to
take quality preparation modules across to the millions of
aspirants right at their doorsteps.
W
Mr. Umesh Rao
President, Sales & Marketing
Sahaj e-Village Limited
Owing to its extensive reach into the India Rural
hinterland, Sahaj acts as a principal facilitator in
improving the employment scenario of Rural India by
creating an effective knowledge imparting system
harnessing the cutting edge technology in e-learning.
Through this association, Sahaj is going to leverage the
strengths of HETA in integrating research, technology
and teaching to build upon a Concept Based Approach,
which leaves a permanent imprint in the minds of
learners in a better and cost effective way.
Competitive courses have been tailor-made to the needs
of the students. It is noteworthy here that the number of
aspirants in such examinations is increasing every year in
Rural Uttar Pradesh and this introduction is expected to
open up a whole host of possibilities for these aspirants
by virtue of relevant & online course content. This would
Courses:
• IAS (Indian Administrative Services)
• NDA (National Defense Academy)• IB (Intelligence Bureau)
• Indian Army • Bank Clerk • CDS (Combined Defense Services)
• CPF (Central Police Forces) • LIC (Life Insurance Corporation)
• Indian Railways • Indian Postal Services • B Ed ( B Ed)
• IBPS PO (IBPS PO) • TET (Teachers Education)
• SSC CPO • UP PCS (UP Public Service Commission)
• SSC JT (SSC JT) • IAF X (Indian Air Force Group X)
• IAF Y (Indian Air Force Group Y)
• FCI (Food Corporation of India)
Sahajites
ting Desk
Wri
Ambush
Marketing
The new
“Game Changer”
confusion, thereby denying the legitimate sponsor clear
recognition for its sponsorship role. The net effect is that the
official sponsor may derive considerably less benefit from its
involvement.
Common Ambush Strategies
mbush marketing – a term often hissed in industry circles
– occurs when one brand pays to become an official
sponsor of an event (most often athletic) and another competing
brand attempts to cleverly connect itself with the event, without
paying the sponsorship fee and, more frustratingly, without
breaking any laws. As Ambusher, companies promoting their
brands or products by associating them with a team, league or
event without paying for the privilege. It is a practice whereby a
person, often a competitor, intrudes upon public attention
surrounding an event thereby deflecting attention towards itself
and away from a sponsor. It is the biggest bugbear for official
sponsors at sporting events whose outlay often runs into tens of
millions of dollars.
A
An ambush marketer can associate with a major event without
large-scale investment in securing rights and thereby fulfill brand
awareness and image objectives at low cost — benefits usually
available only to the official sponsor. It also generates goodwill,
which is a consumer's natural reaction to support for an activity of
which he or she approves. At the very least, it creates consumer
Ambushing refers to a continuum of situations, with varying
extents of legal and ethical infringement. Several common
ambush strategies are:
1. Sponsor media coverage of an event.
2. Sponsor a subcategory within an event and exploit the
investment aggressively. During the 1988 Olympic Games, in a
rerun of the 1984 conflict, Kodak was the official worldwide
sponsor, but Fuji mounted a counter campaign, deciding that its
“investment would be better spent as a sponsor of the U.S.
swimming team.
3. Make a sponsorship-related contribution to the “Players'
Pool”. Corporations can sponsor the team or squad by
contributing to the “Players' Pool”; such revenues are
distributed to team or squad members.
4. Plan advertising that coincides with the sponsored event. The
ambusher can implement advertising that is timed to coincide
with the sponsor's event. The legality and ethical basis of this
approach depends on specific strategy, which may include —
a) Themed advertising- It benefits the celebrity rather than the
Olympic Federation. It implies association with the event by
using televised footage and images (e.g., sneakers, footballs,
rackets, and so on)
b) Traditional advertising- An ambusher may respond head on to a
sponsor's activity with traditional advertising and promotion.
5. Develop imaginative ambush strategies. Many ambushers
have created highly imaginative
strategies to associate with particular events. For example,
Reebok was an official uniform supplier to the U.S. team at the
Barcelona Olympic Games; the agreement required that Reebok
apparel be worn at the opening and medal awards ceremonies.
However, Nike managed to conclude a deal for the uniform
rights for the U.S. track and field team, so this team wore Nike
competition apparel during the Games.
sponsor's interest on sponsorship property will be lost and the
damage will extend to the whole sponsorship market.
• Transgression on the intellectual property rights: The
ambush marketers in effect transgress those intellectual
property rights by attempting to capitalize on such hard earned
goodwill from an event.
• Limitation to freedom of expression: Specific regulations
(and/or laws) demanded by sponsors to guarantee their
exclusive rights limit the freedom of expression of visitors to
events (e.g. those who have been given free goods by the ambush
marketeer).
Campaigns of Ambushers: • In 1996, soft drink giant Coca Cola paid a huge sum to become
the official sponsors of the Cricket World Cup. Rival Pepsi
promptly launched a massive advertising blitz based on the catch
line: 'Nothing official about it'. The Pepsi campaign captured the
public imagination and Coke, as official sponsors, lost out.
Examples of Ambush Marketing:1. Go airline, Kingfisher and Jet:- while Go writes “we have not
changed. We're still the smartest way to fly.” On the contrary,
Jet writes in their campaign in bill board- “We've changed”
while placing the billboard side by side to get mileage.
2) Coca Cola vs. Pepsi
Where Coca cola writes “second floor” and Pepsi writes
“Every Where” in their sign boards.
3) Dhoni warned by ICC for ambush marketing. During ICC
World Cup Bangladesh 2011, Dhoni has been asked by the ICC
to stop promoting and endorsing Sony and Aircel, which are
the rivals of ICC's sponsors.
• In October 2011, Samsung ambushed the Australian launch of
the iPhone 4S by setting up pop-up store near Sydney's Apple
Store; where it sold its flagship galaxy S II smart phone to the
first 10 people in line daily at a discount price of $2 AUD.
• During the opening ceremony of the 2008 Summer Olympics
in Beijing, former Olympic gymnast Li Ning was the final
torchbearer and ultimately lit the flame at Beijing National
Stadium. However, Li Ning is also the founder of a domestic
shoe company of the same name While the Li Ning company
was not an official sponsor of the games, it had still associated
itself with the games through its role as an equipment supplier
for several Chinese Olympic teams, and through Li Ning's status
as both a Chinese sports and business icon.
Types of Ambush Marketing:1. Ambush by Association
India's captain Mahendra Singh Dhoni addresses the media in
front of a board with the logos of the official World Cup
sponsors in Dhaka February 18, 2011. Cricket's popularity in
India and the huge revenue it generates is hampering the
governing body's efforts to crack down on ambush marketing,
according to experts.
Advertising in a way that mirrors the values or theme of an event
is a form of ambush marketing. For example, a company might
hire an English spokesperson, shoot commercials on the grass
court of a country estate and use images of the Union Jack to
promote its product during Wimbledon. This closely associates
the product with the event without requiring the company to pay
the All England Tennis Club sponsorship fees.
Impacts:-
2. On-Site Ambush
• Increasing cost of sponsorships: The increasing cost of
sponsorships has also increased sponsor's emphasis on returnon-investment. If sponsored events do not give exclusivity, the
This type of ambush marketing occurs when a business
attempts to gets its name, logo or products on the grounds of an
event without paying to be there. After the Association of
Volleyball Professionals signed a contract with a sport drink, two
the sport's largest stars signed with a competing sport drink.
During their matches, the two stars drank the competitor's drink
during televised matches and placed towels with their logos on
the backs of their chairs during changeovers.
3. Personnel Ambush
Having a spokesperson or other individual closely associated
with a business, product or service at an event without paying a
sponsorship fee is another example of ambush marketing. The
celebrity doesn't overtly represent a company or product.
Buying tickets for a spokesperson in the front row of an event or
other televised sightline is one tactic companies use to execute
this type of ambush.
When an ambush has definitely occurred (as distinct from
normal competition), the IOC contacts the ambusher and may
take subsequent legal action. It may also threaten negative
publicity. The organizers of the 1996 Atlanta Olympic Games
prepared contingency advertising that featured the sponsor as
hero, while simultaneously labeling the ambusher as villain.
Anti-Ambush Marketing Laws
There are effectively two Acts in South Africa which contain
prohibitions (or in terms of which prohibitions can be
declared) against Ambush Marketing.
• For the 2012 Summer Olympics in London, the London
Olympic Games and Para Olympic Games Act 2006 contains
provisions to attempt to restrict ambush advertising at the 2012
Summer Olympics
• For the 2011 Rugby World Cup and the 2015 Cricket World
Cup, New Zealand has enacted laws to combat ambush
marketing.
Conclusion
4. Timeline Ambush
If an event has a small timeline, such as the two weeks of the U.S.
Open Golf Championships, an advertiser might increase its
marketing during that timeline. A golf company might increase
its advertising shortly before and during the tournament, hoping
golf consumers connect its product with the hype created by
magazine issues, TV specials and other increased promotion of
the sport during that time.
As the importance of major sporting, cultural, and artistic
events has increased, so too has the role of sponsorship as a
way to gain consumers' attention. Linked to the development
Although ambush marketing leads to positive outcomes when
successfully executed, the perceived lack of ethics that surround
the practice, certainly in some circles, makes it a risky strategy.
Ambushes can lead to bad publicity, alienation among powerful
bodies, and are sometimes subject to aggressive countermeasures which can potentially damage the brand image
severely. The risk/reward conundrum means that companies
must consider all the possible outcomes (both positive and
negative) before embracing these tactics.
Strategies to Counter Ambushing:The IOC has a cutting-edge anti-ambush program and, since
1984, has introduced measures to protect its position. In doing
so, the IOC has minimized the effects of certain ambush
strategies. Its measures revolve around prevention and publicity
and the creation of TOP, which combines the rights to all the
different elements of the Olympics into one central exclusive
marketing package for global sponsors. Since 1988, the IOC has
acquired the creation of a single marketing program in the host
country, which combines both the Games and national team
rights. It further requires that the key marks, emblems, and
designations must be protected through legal registration. The
IOC also requires any city bidding for the Games to protect all
the Olympic marks through specific legislation as a condition of
being awarded the Games. The IOC has also introduced special
“ambush marketing hit squads” to monitor all venues and police
infringements and has coordinated with the host city authorities
to control billboards and the skies above Olympic cities. In a
further counter measure, IOC-broadcaster agreements stipulate
that the official sponsor has the first option for all broadcast and
advertising rights for the event in each territory in which
broadcast rights are sold.
Sahaj Setu • April ’14 • Page 15
of sponsorship has been the growth of ambush marketing. As
major world events such as the Olympic Games, the European
Soccer Championship, and the Soccer World Cup intrude on
our consciousness, the gamekeeper-versus-poacher struggles
of event owners and official sponsors on the one hand and
ambushers on the other will continue unabated.
Secondary sourcea) Wikipedia
b) “No to Ambush marketing” by H.Blignaut, point Issue2, May 2010. Spoor
Fisher
c) Google
d) Ambush Marketing- A Threat to Corporate Sponsorship by MIT
sloanreview.mit.edu
Mr. Dilip Kumar Panda
AVP, Sales & Marketing
Foodies
Delight
Ingredients:
Mr. Sujay Bag, HR
Crunchy
Italiano
Crispy Fried Chicken in
Italian seasoning
• Chicken – 6 Big Pieces (Make one Chicken into
six Pieces) • Curd – 250 gm • All Purpose mix
herbs (Italian seasoning with dried oregano,
basil, garlic etc) – 2 tablespoon • Chili Flakes
– 1 tablespoon • Ginger Garlic paste – 2
tablespoon • Onion paste – 2 medium size •
Green Chili Paste – 1 tablespoon • Black
Pepper powder – 1 teaspoon • Salt to taste
• Breadcrumb – 100 gm • Flour – 100 gm •
Cornflakes – 100 gm • Sunflower Oil / Vegetable
Oil - ½ liter • Eggs – 2 • Baking Powder – ½ teaspoon
How to prepare:
• For the Marinade – Mix 250gm curd into ½ liter of water, add salt
and make a salty (put a little more salt than the required taste) butter
milk consistency liquid. Now add onion paste, ginger garlic paste,
green chili paste, black pepper powder and 1 tablespoon of all
purpose dried herbs to the liquid and prepare the marinade.
Prick the Chicken Pieces with a fork or a knife and make insertions so
the chicken pieces absorb the spices into it. Soak the chicken pieces
into the marinade and keep in the refrigerator overnight.
• For the Coating – Mix the flour, breadcrumbs and cornflakes
(gently crush the cornflakes by hand before mixing) together, now
add 1 tablespoon of dried mix seasoning, chili flakes and 2-3 pinches
of salt, baking powder and mix well.
For the Frying – Heat oil in a pan,
now pour the eggs with the
chicken marinade and mix
well. Take one piece of
chicken from the
marinade and roll it over
the coating mix and deep
fry it in medium heat for
4-5 minutes and take out.
(Do not fry it in high flame else
the coating will burn).
Serve the fried chicken with French fries and tomato ketchup.
Health
Beat
Heat
Stroke
the silent killer
he first sign of dangerous heat stroke
can be just that – no sweat. As the
temperature rises, your body's natural
cooling mechanism, sweat (or more kindly,
perspiration), evaporates and helps to cool
your body. But on those hot, humid cutthe-air-with-a knife days, evaporation is
T
Preventing heat stroke
• Drink plenty of water or other
cool, non-alcoholic fluids. Avoid
drinking extremely cold liquids as
they can cause stomach cramps.
• Avoid heavy exertion. Reduce
physical activity and avoid vigorous
exercise in hot weather. If activity is
unavoidable, try to schedule activity
for the cooler part of the day and
rest often. Whenever possible, stay
indoors or in the shade.
• Stay cool and keep air circulating
around you. Use air conditioning if
possible. If you don't have air
conditioning, consider visiting an
air-conditioned shopping centre or
public library.
• Eat regular, light meals.
• Wear lightweight clothing.
slowed and your body may not be able to
keep itself cool.
"If you take precautions and know the
warning signs, you generally can prevent
heat stoke. Keep a close watch on the
elderly and infants, people on certain
medications, athletes and outdoor
workers.”
• Take a cool shower, bath or
sponge bath.
• Check on older, sick and frail
people who may need help coping
with the heat.
• Never leave anyone or pets in a
closed parked car.
Recognize these warning signs:
If you must be out in the heat:
• Pale skin
• Limit outdoor activity to the
• Fatigue, weakness
• Dizzy or nauseous
• Sweating profusely
• Rapid pulse
• Fast, shallow breathing
• Muscle weakness or
cramps
• Very high body
temperature
• Dry swollen tongue
• Throbbing headache
• Collapse
• Eventual unconsciousness.
Heat stroke occurs when a person
becomes dehydrated and their body
temperature rises above 40.5C and is
unable to cool itself enough to maintain a
healthy temperature. If left untreated, this
can lead to heat stroke, which is a lifethreatening medical emergency.
coolest part of the day.
• Protect yourself from the sun and
'slip, slop, slap' when outside by
covering exposed skin, using
sunscreen and wearing a hat. 'Seek'
shade and 'slide' on some sunglasses.
• Rest regularly in the shade and
drink fluids frequently.
t
Ligh
Why don't
ventures? The Microsoft
study shows that 61% of
first time failed
entrepreneurs head back
to work at big companies.
This percentage is
considerably lower in
western countries, where
entrepreneurs take
several digs at starting
new ventures.
start-ups often
take-off in
O
h boy! Have I stirred a hornet's nest
here by choosing to write on this?
Well gloomy as the topic may be, one
cannot avoid the fact that the timeline is dotted
with instances of start-ups failing in India. So
what really is it? Lack of opportunities? Lack of
a conducive environment? Too much
administrative interference? Or sheer lack of
persistence? Let's try to understand.
In the year 2012, 37% of the tech startups
closed. Nearly 31% of the closures were within
6 months of starting the venture. The top
reasons cited as per a survey conducted by
Microsoft were:
• Inability to raise funds
• Inability to collect money quickly
• Came across a better opportunity
• Inability to get customers
• Founder issue
and in that order. However, experts argue that
the #1 reason for startups to close in India has
been mis-alignment of founders. Lacks of
communication, inability to stick through tough
times and different visions for the
company / product are considered the
biggest causes for failure. It becomes a
larger concern in the Indian
perspective, primarily because less
than 35% of start-ups are by solo
founders. Entrepreneurs here prefer
the partnership mode since it shares
the risks among the founders.
Interestingly, there's a reverse theory
to the above too, propelled by the fact
that it is easier for a sole founder to
shut shop if need be. Hence
enterprises started by sole founders
are at a higher risk of shutting down.
At #2 has been cited lack of customer
validation by experts and at #3, the
company running out of time /
money. Interestingly, some studies
also show that a part of these start-ups
close because of the founders don't
work on it full-time.
So what happens to these
entrepreneurs after they close their
But then is the scenario
really that bleak? Not
really. At least 20 IIM
graduates from the Class
of 2014 have stood down
from this placement season to
launch their own ventures —
everything from express bike
washes to alternative investment
funds, agricultural advisory firms
and test preparation institutes.
India is a young country and with
more individuals joining the youth
brigade every year, there are bound
to be more start-ups. Collective
intelligence of the society, besides
their own business acumen, would
keep guiding them. We watch on
with the hope of an enterprise rich
community where people do not
shy away from starting their own
ventures and then maintain the zeal
to see them through to success.
* With inputs from Slide Share and
Economic Times
Mr. Tamal Chatterjee
AVP, Marketing
Crossword
Quick
Solutions on page 24
India?
R
e
a
d
i
n
g
VLE ls
Testimonia
I
Sushil Kumar Sukla, run the Sahaj Centre at Saughat Block. I really appreciate the Hero
, Cycle Service launched by Sahaj. I received the product the very next day of ordering it. I
am also satisfied with the quality of the product supplied. But what I liked best is that my order
was delivered at my CSC without any hassles.
A fter seeing the product, many customers have been questioning me about it. I feel that this
product will be doing very well in the future as many consumers will benefit from utility
products like this. Besides, availing this product through Sahaj centers is not only cost saving
but time saving too.
Sushil Kumar Sukla
VLE Id: 9914131100000001
Block: Saughat, Uttar Pradesh
ahaj always brings us utility services that make our life easier.
Till now I have ordered 2 Hero Cycles for my customers
which have already been delivered to them. I earned a good
commission from the sale of these cycles. I received the Hero
cycles within 2 days of ordering them at my CSC. I did not have to
travel anywhere to avail this service and neither did my customers
have to spend time and money in traveling to avail this product.
Getting a wide variety of products from a single store is the biggest
advantage for any customer. In the coming years services like these
Sanjay Kumar
VLE definitely
Id: 9914125200000002
will
be beneficial and cost saving for rural consumers.
Block: Saltaua, Uttar Pradesh
S
I
really liked the Hero Cycle service launched by Sahaj. Till now I have placed
order for two cycles which I received within two days of placing the order. I am
using one of the cycles myself and have also earned a good commission by selling off
the other one to a customer. From delivery to quality, every service related to this
product has been more than satisfying. With the help of Sahaj centers we can now
easily get Hero Cycles delivered right at our doorsteps. Everything from delivery to
quality has been perfect for this product. Besides, I did not have to spend time and
money in traveling to get my cycles apart from getting them at a price much lower than
the normal market price (MRP) of the product.
Icongratulate Sahaj on launching this wonderful service and hope that Sahaj will
bring us many more such utility services in the near future.
Sarvajeet Singh
VLE Id: 9914053800000001
Block : Gaur, Uttar Pradesh
The Good Life
Joy * Heart * Feel
How often
do we look for
happiness in life
through pleasure?
W
e have been taught to look for happiness externally: be it through family
life, friendships, work and worldly pursuits. Sometimes
we find it, but as soon as the external reasons for
happiness are gone, the happiness goes too.
What brings long-lasting happiness and purpose to human life?
This question takes us on an inward journey of discovery, into
the heart of the human being.
It is a great relief to realise
that happiness is not
dependent on the outer
circumstances of life, but can
be found within us. This inner
joy is stable, silent, subtle and
nourishing, and gives life a deeper
purpose. In fact, through the heart we
discover a dimension of our existence
with limitless potential.
How do we discover this inner joy and
purpose? We find it through meditation.
The Natural Path, takes us on a journey in to the heart,
towards the highest expression of our inner self.
It is a refined and simplified form of raja yoga that includes
three elements - meditation, cleaning and prayer. These
elements combine to create a complete and effective
system, bringing inner transformation.
Meditation trains the mind to look within, to
discover the Self. This is facilitated by an ancient
yogic technique called pranahuti or
transmission. Starting the day with meditation
brings a different quality to the whole day.
The practice of cleaning in the evening
removes impressions and complexities the impediments on our inner journey - in
much the same way that taking a bath
cleans the body. Cleaning results in
lightness of being and simplicity.
Prayer creates an attitude of wonder and acceptance, and deepens our
inner awareness of the Self.
*Source: www.sahajmarg.org
Feature
Story
s Wikipedia puts it, “Stereotype is a thought that may be
adopted about specific types of individuals or certain
ways of doing things. These thoughts or beliefs may or
may not accurately reflect reality. However, this is only a
fundamental psychological definition of a stereotype. Within
psychology and spanning across other disciplines, there are
different conceptualizations and theories of stereotyping that
provide their own expanded definition. Some of these
definitions share commonalities, though each one may also
harbor unique aspects that may contradict the others.”
Stereotype content refers to the attributes that people think
characterize a group. Studies of stereotype content examine
what people think of others, rather than the reasons and
mechanisms involved in stereotyping.
For example, if we are walking through a park late at night and
A
encounter three senior citizens wearing shawls and walking
with canes, we may not feel as threatened as if we were met by
three high school-aged boys wearing leather jackets. Why is
this so? We have made a generalization in each case. These
generalizations have their roots in experiences we have had
ourselves, read about in books and magazines, seen in movies
or television, or have had related to us by friends and family. In
many cases, these stereotypical generalizations are reasonably
accurate. Yet, in virtually every case, we are resorting to
prejudice by ascribing characteristics about a person based on
a stereotype, without knowledge of the total facts. By
stereotyping, we assume that a person or group has certain
characteristics. Quite often, we have stereotypes about persons
who are members of groups with which we have not had
firsthand contact.
Television, books, comic strips, and movies are all abundant
Go
ing
the with
flow
...
sources of
stereotyped
c h a r a c t e r s.
For much of
its history,
the movie
industry
portrayed AfricanAmericans as being
unintelligent, lazy, or violenceprone. As a result of viewing these
stereotyped pictures of AfricanAmericans, for example, prejudice against
African-Americans has been encouraged.
Stereotypes also evolve out of fear of persons from minority
groups. For example, many people have the view of a person
with mental illness as someone who is violence-prone. This
conflicts with statistical data, which indicate that persons with
mental illness tend to be no more prone to violence than the
general population. Perhaps the few, but well-publicized,
isolated cases of mentally ill persons going on rampages have
planted the seed of this myth about these persons. This may
be how some stereotypes developed in the first place; a series
of isolated behaviors by a member of a group which was
unfairly generalized to be viewed as a character of all
members of that group.
Possible prejudicial effects of stereotypes are:
• Justification of
ill-founded
prejudices or ignorance
• Unwillingness to rethink one's
attitudes and behavior towards
stereotyped groups.
• Preventing some people of stereotyped
groups from entering or succeeding in
activities or fields.
Stereotypes in Advertising:
The eras of 1900s and 1945s depict women as home makers
with most preferring to stay at home and looking after their
families. The 1980s show women taking up jobs. Also people
have been heavily involved in sporting activities. With the
passage of more time, today's women are stereotyped in
advertisements as completely free to do anything of their
choice.
languages. No matter in which part of the subcontinent these
tales were set, Varatharajah found that they employed the
same motifs: dupatta-wearing women, the Taj, close-ups of
hennaed brown feet, brides with nose rings, mangoes.
Varatharajah was inspired by an article on the culture studies
blog Africa Is a Country, which last week ran a collage of 36
covers of books written by African writers or with Africa as
the theme. The books were set in South Africa, Nigeria, the
Congo and further afield. Yet, as the article noted, the covers
all featured the same imagery: an acacia tree in a crimson
sunset.
"The covers of most novels about Africa seem to have been
designed by someone whose principal idea of the continent
comes from The Lion King,” the blog noted.
Books about the Arab world are victims of the same
stereotypes. In a post on the ArabLit blog titled Translating
of Bigots, M. Lynx Qualey noted a pronounced fascination
for veils. She turned to Adam Talib, who teaches Arabic
literature at the American University in Cairo, for an
explanation. It's a question of fulfilling readers' expectations,
he suggested. If the reader "finds an Arab woman not
wrapped in ten layers of fabric, forced to marry her cross-eyed
cousin, and pushed to the back seat of a car", they say, 'What
an unrealistic depiction of Arab women',” Talib surmised.
Stereotypes in country-wise distinction
A few days ago, Sinthujan Varatharajah, who runs a Facebook
page called Roots of Diaspora, which collects stories about the
flight of Tamils from Sri Lanka, compiled the covers of some
South Asian literary novels works translated into European
* with inputs from : http:// scroll.in
Aries
(March 21-April 20): For the zodiac sign of Aries, July
2014 will be a complicated time. There is a high probability that some
representatives of this zodiac sign will not be able to handle the rough
energetic perturbations. The sphere of business and
entrepreneurship will most likely be an ambiguous side of the Aries's
life in July 2014. In terms of the “love front”, the situation will be
much more positive. The stars recommend that you trust your
feelings during ambiguous situations, not your mind. With that,
throughout the entire forecasted period, you should especially trust
the opinions of others.
Taurus (April 21-May 21): For
Horo
Taurus, the leading sign of the
Earth trigon, July 2014 will be
quite a successful time, at
minimum because both
the exalt and the ruler
of this sign will be
multiplied in
strength during
this period. With
that, it is quite
likely that the
business and
work area will
be generally
successful for
the Taurus sign in July
2014. Soon you will
understand that active
work now – is a guarantee
of great benefits in the near
future. So overall, you should
not have any problems of high
magnitude; just pay attention to
how you distribute your time.
p
e
o
sc
Gemini (May 23-June 20):
Throughout July 2014, the zodiac sign of
Gemini will experience a quite powerful negative
influence from some of the celestial bodies of the Solar
System. The Gemini should not excessively rely on Mercury in their
work sphere. For those that do not work for themselves, the entire July
may pass, as a standard month and nothing exceptional will happen.
If you are willing to work towards your own benefit, then you have all
chances to reach your desired goals, all while majorly exceeding
deadlines. To achieve this, you should carefully follow events
occurring in intersecting fields.
Cancer
Leo
(July 21-Aug. 22): The Leos will be undoubdtedly lucky in
July 2014. Such a positive combination of the general and particular
planetary combinations in terms of the lucky set of circumstances
was not face by the fire trigon for a long time. he work sphere in July
2014 will be very successful for the Leo. You do not even have to
strain yourself and take the maximum amount of projects, without
being scared of timelines. You will feel your power and potential
starting from the very first days of the month. It will seem that there is
nothing that you cannot match and this feeling will not be an illusion!
(June 21-July 20): It is very likely that during July
2014, the zodiac sign of Cancer will experience some problems on its
life path. This can especially manifest itself in the area of work and
finances. the area of business and entrepreneurship will be a
problematic one for the Cancer during July 2014. A lot will depend on
how well you can reassign your resources and quickly identify priority
directions. Focus on something more or less grounded – an everyday
mission. With such an approach, not only will you cut back your
potential losses to a minimum, but you will also be able to resolve
many problematic situations, which under different circumstances
you just would not get around to fixing.
Virgo (Aug. 23-Sept. 22): In relation to the
zodiac House of Virgo, July 2014 will most likely be
a balance and a harmonious time. At a minimum,
throughout the entire forecasted period, creative
tendencies will dominate the destructive ones. This
means that any affair that the Virgos commit
themselves to will get exactly the kind of
development that the representatives of
this sign plan for. On one side, this
guarantees success with the
condition of great effort towards
it, but on the other side reminds
the Virgos that if they do not
assign the due importance to
the events around them, then
they are guaranteed failure.
Libra
(Sept. 23-Oct.
22):July 2014 will be a
successful month for the
Libras in all matters. There is
practically nothing to add to
that statement. Unless you
consider some certain nuances,
the energetic component of the
forecasted period in terms of the
relevant sector of the celestial band
(Libras zodiac constellation) is certainly
positive. Some overall interplanetary
combinations will significantly strengthen Venus,
the planet-ruler of the Libras sign, due to which the
“love front” of the Libras will be safely protected against all negative
external influences throughout the entire month.
Scorpio
(Oct. 23-Nov. 21): July 2014 will be a relatively
peaceful time for the zodiac House of Scorpio, though it will not lack
ambiguous and sometimes even dangerous moments. The thing is
that throughout the duration of the current period, the Scorpio will
have very strong allies on the celestial band, but its enemies will not be
much weaker. In such conditions, the sphere of business and
entrepreneurship will become a true challenge for the Scorpio in July
2014. While you do not have to expect any serious problems, you
should still take note of some nuances.
Sagittarius
(Nov. 22-Dec. 20): The Sagittarius in July
2014 may count on a very positive attitude on behalf of the celestial
bodies of the Solar System. The powerful and definite positivity will
be the basis for a quick and successful advance to the fulfillment of
the coveted goal. While the Sagittarius will not be able to realize all of
his plans, most of them will be already complete by the middle of the
continued on page 24...
Horo
...continued from page 23
pe
o
c
s
month, while others may turn out to be worse of plans than initially expected. The area of
business and entrepreneurship in July 2013 will be quite a problematic area for the Sagittarius
due to the influence of Mercury. However, you have practically nothing to worry about.
Unless, of course, you decided to put your hands down and allow the situation to unfold
itself.
Capricorn (Dec. 21-Jan. 20): For the zodiac sign of the Capricorn,
July 2014 will be rich with various chances, situations where the external
environment will unfold in exclusively a positive way for this or that decision.
However, on one side, the Capricorns must remember that everything has a limit
– luck, confidence, happiness – all of these are good, until they surpass a certain
level where they become their opposites. The area of entrepreneurship in July
2014 will be a very successful one for the Capricorn, no matter the potential
dangers. Undoubtedly, only if the Capricorns wish so themselves.
Aquarius
(Jan. 21-Feb. 18): The House of Aquarius in July 2014 may
count on the powerful and well-rounded support on behalf of the Solar System's
celestial bodies. While Saturn, the planet-ruler of this House, will deprive the Aquarius
of its help during the current period, there are many planets remaining on the celestial band
that will help the people born under this sign. In terms of particularly the working sphere, July
2014 will bestow a plethora of unforgettable experiences upon the Aquarius. Most likely successful
experiences, but unforgettable ones for sure. Do not worry and do not be surprised, the stars just hint that you will face many situations that
despite their seriousness, will manage to definitely humour you.
Pisces (Feb. 18-March 20): For the zodiac House of Pisces, traditionally closing the celestial band of the key constellations, July
2014 will not be a bad time. It is quite likely that throughout the direction of this month the Pisces will get very lucky a few times. In addition,
there is a high possibility of a successful result from many ventures, planned for this current period. However, the representatives of this
House may also face some problems. In the end, speaking about the business sphere, we could say that to minimize the potential harm, the
Pisces need to pay special attention to their own work throughout July 2014.
Source: http://www.free-personal-horoscope.com
Crossword
Solution
The e-Learning courses
make a futuristic and
everlasting change
in our lives
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M E A N S
World Cup 2014 Match Fixtures
Final
Match
64
13-07-2014
0:30
Winner 61 &
Winner 62
Estadio do
Maracana, Rio de Janeiro
Watch all matches on SONY SIX

VLEs - Srei Sahaj e

Transcription

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