Money and Morality Essay

MONEY AND MORALITY: Gifts of eternal truth in moments of the mundane By Cheryl Leis, PhD, Management Consultant/Practical Philosopher As inhabitants of this 21st century Western world, we all have to deal with money. We participate in the world of commerce as a means to obtain those things considered necessities of life. Money plays the role of the most commonly accepted means in this giving and getting from others. And the more money one has, the greater one’s power to regulate the particulars of survival – one’s own and that of others. We use money to participate in the exchange of products or services, individually and corporately – whether employed by or leading an organization. In some cases these organizations are publicly funded non-profits, and in other cases they are private, for-profit ventures. Money and morality is a topic that has surfaced on many occasions in my line of work. One such instance was during a contract with CBC TV to work on the development of a six-part national series titled: â€Å"Beautiful, Filthy Money and the Search for Soul. † The title itself speaks to the ambivalent nature of our responses to money and its presence in our lives. As part of the contract, I appeared as a guest on the panel, where I was asked to complete the following sentence: â€Å"Money is†¦Ã¢â‚¬  Yes, what is money? My response was: Money is a tool for finding out who we really are. What you do with money, and how you live with money’s presence in your life, tells a lot about your values. Or, as Ralph Waldo Emerson puts it: â€Å"A dollar is not value, but representative of value, and, at last, of moral values. † This is apparently pretty close to what Buddhists believe about money. There are times when many of us are faced with an imbalance between money and morality and find ourselves asking in some form or another: How we can put â€Å"Money† and â€Å"Morality† in the same sentence and not end up with an ethical contradiction? The incompatibility of these Mwords is an inherent, yet complex part of being human. And it is only when we face the truth of their incompatibility that we can come to understand the utter necessity of their coexistence. The challenge stems from the fact that there is both a spiritual side and a material side to our situation. When we don’t bring the spiritual side into dialogue with the material side, problems result. This is true for individuals as well as organizations. Think about Enron – what do you think their way of dealing with money says about the moral values that guided senior management there? Each of us could turn the question on our own lives. Money, in and of itself, is neutral. It has no intrinsic value, but is a mere yardstick of value, a means of measuring or comparing in the exchange of one thing for another. Money â€Å"belongs to the class of great mental inventions, known as 1 measures†¦Ã¢â‚¬  Measures of distance – the meter or mile – span the gulf between two things or places yet are not themselves things or places. Similarly, money brings things of different value together without becoming one or the other. † Because money is merely a way of measuring, it is in itself, therefore, not real. Thus, money is both neutral and unreal. Nevertheless, we often seem oblivious to this unreal nature of money and equate it with things that are very real, like our own values. But if, as Aristotle says, â€Å"[a]ll things that are exchanged 2 must be somehow comparable,† what are we saying about our perception of reality when we measure our sense of self-worth by our net-worth? While money is a measure of value, that value can change depending on what the market is willing to bear. It’s rather similar to the story of the emperor’s new clothes. As soon as we agree something no longer has value, our whole perception of it changes. This change in the perception of the value of something affects humans psychologically and emotionally. So when the value of stocks falls through the floor, people react in fear or paranoia. Conversely, when stocks rise like crazy, there is frenzy fuelled by hope and even greed. What then, motivates our relationship with money? With what intention do we strive to accumulate wealth? Do we recognize what our relationship with money says about our values? Money Obsessing For some the question of ethics and money leads down another path. In â€Å"Is Lucre Really 3 that Filthy? † Craig Cox, executive editor of Utne magazine, reflects on his own journey from disdain for the almighty dollar as a child of the 60s to becoming – of all things – â€Å"bourgeios,† earning money and learning to manage it. There was the example by a leading voice of the counter-culture of the day, Allen Ginsberg, who wrote in Howl! of burning all his money in a wastebasket. Times have changed – even for Ginsberg, 1. David Appelbaum, â€Å"Money and the City,† Parabola, Volume XVI, No. 1 (Spring 1991), 40. 2. Aristotle, Nicomachean Ethics 1133a 18. 3. Craig Cox, â€Å"Is Lucre Really That Filthy,† Utne Reader (July-August, 2003), 63. who â€Å"†¦of course, sold his papers to Stanford University for 4 nearly a million bucks. † The irony, points out Cox, is that social justice activists who want to eschew wealth in order to bring about social justice and help the poor are in fact helping people to attain the very thing they, the activists, abhor: a comfortable life. He sets up an interesting dilemma when he insists that â€Å"If you insist on embracing poverty in your own life, how do you become a credible advocate for folks who would do almost anything to 5 escape it? † True enough, there are those who become enslaved to money in their attachment to mere accumulation of more and more capital. However, there are also those who are enslaved to money in their ascetic avoidance of it. Both are obsessive behaviours: obsessed with having money or obsessed with avoiding it – like the alcoholic’s family that is obsessed with avoiding alcohol. In neither case is money at the service of the individual as a means of providing for the necessities of life; rather, the individual is at the service of money. Our emotional responses to this neutral thing called money often lead to an automatic attachment of value-statements. We grab on to labels such as â€Å"evil,† â€Å"bewitching,† â€Å"aweinspiring,† or â€Å"filthy lucre. † Respect for money is replaced with either worship or condemnation of it. Emotional and value-laden responses are also evident when conversation turns towards money and self-righteous posturing rises very quickly to the surface with comments like: â€Å"Well, I don’t soil my hands with money. † Or: â€Å"I certainly don’t 4. Ibid 5. Ibid work for money. † A lot of judging of others happens: â€Å"He’s just in it for the money. † Or: â€Å"She’d do anything for money. † This judgmental posturing also leads to ideological positioning. Anyone who focuses on making money is immediately dubbed a capitalist and conversely, anyone who speaks of communal sharing is dubbed a socialist. Subtleties are lost and conversation ends right there. No dialogue is possible. We move from love of money to love of ideology, where anyone who thinks differently than I do about money is immediately evil. Spiritual Moments of Mundane Existence To judge from one side or the other is to forget that we inherently have one foot in heaven and one foot in the mud of the earth below. The challenge is to live in both simultaneously. Living as a human being means learning to deal with money – whether one has a lot or a little matters not. It will do us no good to merely pursue a spiritual life unless we are living equally and simultaneously in the material world. Christians are exhorted to remember that even Bishops, or spiritual leaders, are told to balance both. â€Å"For if someone does not know how to manage his own household, how can he take care of God’s church? † (1 Timothy 3:5) A life of wholeness, or one in which the spiritual and the material are in balance, guarantees freedom from distortion. Yet the need for wholeness is also at the heart of the contradiction. The spiritual and the material are of entirely different natures. Not only must they live in the same world, both the spiritual and the human sides of our existence must also have 2 their own identity and remain in full relationship with each other. We have to work at accepting this incompatibility for what it is. These are separate parts of who we are and of our daily existence. These separate parts are in a dynamic relationship one to the other, like notes in a beautiful song: you might have harmony, but you still have separate notes. If they are all the same note, there is not harmony, there is unison. Harmony has tension. It is beautiful because of the tension. Unison is nice, but harmony is richer. Morality And Business Just as it will not help us on an individual level to focus only on the one side of our nature at the expense of the other, likewise it will not help to divide our culture into the spirit-lead and others. It reminds me of a story I recently heard: Two men met for the first time, in of all places, a church on a Sunday morning. The one asked the other: â€Å"So what do you do? † To which the second responded: â€Å"I work as a director of XYZ division of a business. † â€Å"You’re in business? † quipped the first, who was a teacher, â€Å"Oh that’s too bad. † The work of the businessman was seen as inherently less worthy. How far could the conversation go after that? It is a difficult chasm. One finds a classic case of a religious-affiliated venture that refused to acknowledge that it must run itself like a business. After decades of mismanagement, the publishing house cried out to its constituency to get it out of a multi-million debt. One former board member was even quoted in a church publication as saying that this was seen as â€Å"a church venture, not a business venture. † The mistake lay in this eitheror posture. There was no acknowledgment that gifts and talents and skills of different sorts were needed. The disdain goes the other way too. One has only to think of the now infamous corporations like Enron or Livenet, where the situation is merely the reverse: a business enterprise that lacks spiritual sense, and results in moral bankruptcy. If our moral principles give us the framework within which we operate and the ability to continue operating depends upon financial viability, then integrity is automatically lost for any organization when either half of the morality and money equation is lost. Balancing the Equation Only when we pay attention and only when we come to recognize the true place and role we have allowed money in our lives, only then can we possibly hope to reach a deeper understanding of how important a balance between the material and the spiritual is. This deeper understanding may only come in flashes, only fleetingly. Yet the truth that is understood in an instant opens us up to the truth of our everyday actions and existence. In other words, we must become conscious, we must become aware of our human condition – this life lived in a dynamic balance between the spiritual and the material – and be attentive to both. But instead of giving the right amount of attention to those mundane and material aspects of life like taxes and monetary demands put upon us, we often get caught in a bias against money. We would rather point fingers and condemn in broad strokes than engage in dialogue of particular money matters. We would rather alienate than seek to understand. Instead of casting judgment or pretending we, personally, are above being affected by money, we need to face our human situation and recognize we live in two worlds simultaneously. Maybe then we would do a better job of living in both. â€Å"If great truth does not enter into our relation to money, it cannot 6 enter our lives. † And if we do not allow ourselves to face that truth, the negative aspects of our relationship to money will sneak up on us unawares. Bad debts, overdue bills, or an empty fridge will suddenly demand so much of our human attention that we will have no energy left to focus on matters of the spirit. Undeniably, it can be a challenge to live out our moral principles in the marketplace; it is inherent in the challenge of being spiritual and human at the same time. Not giving enough attention to either the spiritual or the material, on an individual or an organizational level, leads to bankruptcy, whether moral or financial. In his book, Business and the Buddha, Dr. Lloyd Field states, â€Å"greed is a choice. † We can choose to allow our insatiable desires to form our intentions or we can choose to recognize where our intentions are ultimately leading us. It is not money or wealth or even the capitalist system that is the problem, he argues. Buddhists regard wealth as neither bad nor negative. Rather, the problem sits plainly with us, human beings, and the intentions which we allow to motivate our thoughts, our emotions and our actions. It cannot be stated any clearer than said in this book: we are exhorted to â€Å"continually make the connection between money and human values. † And then the question that really gets to the heart of the matter: â€Å"What price do we put on our ethics? † We will need to move past our biases and disdain for those whom we consider to be on the other side of the money and morality equation and allow moments of eternal truth and even grace to infiltrate our discussions and our questions. When all gifts and skills are welcome and when integrity is our priority, then there will be the possibility of a true and dynamic relationship between money matters and morality. 6. Needleman, 265.

Freneau and Wheatly

Philip Freneau was brought forth in New York of Huguenot ancestry in 1752, and died near Freehold, New Jersey, in 1832. Freneau became the unrivaled â€Å"poet of the Revolution† and regarded as the â€Å"Father of American Literature†. Romantic is defined as marked by the imaginative or emotional appeal of what is heroic, adventurous, remote, mysterious, or idealized. In my opinion, Freneau’s poems make him a romantic writer because of the following reasons: First, his poems demonstrate the love of nature. In here the emotions and instinct came to be more important than reason.There was an adoration of â€Å"The Natural Man†, the â€Å"noble savage,† and the primitive and untutored individuality. The thought that the simple and unsophisticated life was best, also grew popular implies primitivism. These perceptions led to curiosity in old civilizations, glorification of Greek society and a search in archeology nurtured as a science. Another thing wa s that his poems show heroism. The overcoming of our natural fears and limitations to achieve great things is heroism. The way he wrote those predicaments, he was not afraid to tell what’s inside his heart and the actions he would do to be able to help those who are in need.He is romantic because his poems represent the love of the common man. He gave ideas about the social and economic classes as they were denigrated or put down. An era of revolutions opened when the governments were overthrown, due to the fact that it often seemed to constrain elimination of social classes. He also imparted a way to satisfy a cultural need for wisdom, or a mythology suitable to a new nation. He also shared that life was like a flower. It bloomed and died because of its short life. In my opinion, he wanted us to enjoy life and made it worth living because life is too short to be wasted for nothing.Freneau explained about the strange and far-away places. This feature relates to the love of ex otic locations around the world and in time and space. This could comprise the past or the future as well as strange places or situations in the present. He also emphasized the love and respect to the dead people that they must be treated right despite of their condition. Finally, as a whole, Freneau’s poem make him a romantic writer because he stressed deeply the exact meaning of love in all his poem. Phillis Wheatley was born around 1753 in Gambia, Africa and died on December 5, 1784 while still struggling with poverty.The salvation of Christianity evident in her three poems namely: To the University of Cambridge in New England, On being brought from Africa to America, and On the Death of the Rev. Mr. George Whitefield 1770. Salvation is the deliverance from the power and effects of sin and the realization of the supremacy of infinite Mind over all bringing with it the destruction of the illusion of sin, sickness, and death. The message of the poem entitled â€Å"To the Un iversity of Cambridge in New England† wanted to interest us on how Jesus had redeemed us for our sins and gave us another chance to enjoy the privilege of being with him.We cannot measure the goodness and passion of the Lord for us because even though we are sinners, he decided to reach us by allowing his only begotten son, Jesus to die and redeemed us and be with him someday. We should be thankful about it. While in the poem, On being brought from Africa to America it implies that there is no discrimination in the sight of God when it comes to salvation. The race or the color of the eyes is not matter in front of God. Even though, we belong to the clan of the sinners, we can be purified by the love of God if we are also willing in return and become a member of His kingdom.On the third poem, it dwells on the good motives of our God. I believe that no parents, who love their children, desire evil things for their siblings but of course the favorable and best things. Just like o ur Lord and Savior, he is inviting us to accept Him, whoever you are, whatever your condition is and what race you belong, he never chose whom He will love and save. In the sight of God everybody is fair because He is a just God, no favoritism and is loved without hesitatio

Characteristics of Philippine Literature

CHARACTERISTICS OF PHILIPPINE LITERATURE Philippine literature is the literature associated with the Philippines and includes the legends of prehistory, and the colonial legacy of the Philippines. Most of the notable literature of the Philippines was written during the Spanish period and the first half of the 20th century in Spanish language. Philippine literature is written in Spanish, English, Tagalog, and/or other native Philippine languages. Philippine literature refers to all literature from the Philippines, written in Spanish, English, Tagalog, and a variety of other Philippine languages.Philippine literature flourished during the Spanish period (nineteenth century) and the first half of the twentieth century. The literature of the Philippines covers a variety of genres, most notably poetry and metrical romances, prose, dramas, religious dramas, and secular dramas.INTRODUCTION TO PHILIPPINE LITERATUREThe history of a nation can be learned in its constitution, its laws and its political statements. But to know the hist ory of a nation’s spirit, you must read its literature. For in literature you can discover how the people of a nation have reacted to the events around them.In the stories, essays and poems contained in this volume, you will read the dreams, anxieties, joys and problems of the Filipino in the past seventy-five years. By reading this development of Philippine Literature you will review what has happened to the Filipino since 1900. But literature offers much more than a mere personalized history. For an important quality of art is to share with others the intense realization of a human experience. Through this sharing, you may recognize your own experiences. You may learn what you are or how you have become what you are. You may even learn what you might be in the future.Philippine literature shows you how the Filipino differs from others. Yet in a sense the Filipino writer is linked with all the other writers of the world. For in explaining or questioning human experience, wri ters are never alone. Philippine Literature in English is really a part of the literatures of the world. A further quality of literature is that the expressions used should be memorable. The language should be clear and forceful so that the ideas strike the reader with almost the same force with which they struck the writer. The early Filipino writers had difficulty in expressing themselves since English was a language new to them.The marvel is that they learned this language so quickly and with such facility. Philippine literature in English reveals the spirit of the Filipino. Gradually this literature has learned to express the deepest of human experiences in words that create memorable images. You may divide Philippine Literature in English into many types and numerous periods. But for our purposes, we shall consider three stages through which the literature has passed. These stages might be called: 1) The Early Period, from 1900 to 1930 2) The Middle Period, from 1930 to 1960 3) The Modern Period, from 1960 to 1974Philippine literature Philippine literature is the literature associated with the Philippines and includes the legends of prehistory, and the colonial legacy of the Philippines, written in both Indigenous, and Hispanic languages. Most of the notable literature of the Philippines was written during the Spanish period and the first half of the 20th century in Spanish language. Philippine literature is written in Spanish, English, Tagalog, and other native Philippine languages.EARLY WORKSâ€Å"Doctrina Christiana†, Manila, 1593, is the first book printed in the Philippines.Tomas Pinpin wrote and printed in 1610 â€Å"Librong Pagaaralan nang mga Tagalog nang Wikang Kastila†, 119 pages designed to help fellow Filipinos to learn the Spanish language in a simple way. He is also credited with the first news publication made in the Philippines, â€Å"Successos Felices†, CLASSICAL LITERATURE IN SPANISH (19TH CENTURY) On December 1, 184 6, La Esperanza, the first daily newspaper, was published in the country. Other early newspapers were La Estrella (1847), Diario de Manila (1848) and Boletin Oficial de Filipinas (1852). The first provincial newspaper was El Eco de Vigan (1884), which was issued in Ilocos.In Cebu City â€Å"El Boletin de Cebu† (The Bulletin of Cebu), was published in 1890. On 1863, the Spanish government introduced a system of free public education that had an important effect on the ability of the population to read in Spanish and further in the rise of an educated class called the Ilustrado (meaning, well-informed). Spanish became the social language of urban places and the true lingua franca of the archipelago. A good number of Spanish newspapers were published until the end of the 1940s, the most influential of them being El Renacimiento, printed in Manila by members of the Guerrero de Ermita family.Some members of the ilustrado group, while residing or studying in Spain, decided to start a literary production in Spanish with the aim of serving the autonomy and/or independence projects. Members of this group included Pedro Alejandro Paterno, who wrote the novel Ninay (first novel written by a Filipino); the Philippine national hero, Jose Rizal, who wrote excellent poetry and two famous novels in Spanish: Noli Me Tangere (Touch Me Not), and El Filibusterismo'.MODERN LITERATURE (20TH AND 21ST CENTURY)The greatest portion of Spanish literature was written during the American period, most often as an expression of pro-Hispanic nationalism, by those who had been educated in Spanish or had lived in the Spanish-speaking society of the big cities, and whose principles entered in conflict with the American cultural trends. Such period of Spanish literary production—i. e. , between the independence of Spain in 1898 and well ahead into the decade of the 1940s—is known as â€Å"Edad de Oro del Castellano en Filipinas. † Some prominent writers of this era we re Wenceslao Retana and Claro Mayo Recto, both in drama and essay; Antonio M.Abad and Guillermo Gomez Wyndham, in the narrative; Fernando Maria Guerrero and Manuel Bernabe, both in poetry. The predominant literary style was the so called â€Å"Modernismo,† a mixture of elements from the French Parnassien and Symboliste schools, as promoted by some Latin American and Peninsular Spanish writers (e. g. the Nicaraguan Ruben Dario, the Mexican Amado Nervo, the Spaniard Francisco Villaespesa, and the Peruvian Jose Santos Chocano as major models). Apart from the works in Spanish, the only remarkable and valuable Filipino writer writing in the English language is Nick Joaquin.

Religion Assignment Example | Topics and Well Written Essays - 2000 words

Religion - Assignment Example The ultimate reality is the ultimate basis of every human problematic in every religion (Streng). In Christianity, for example, the human problematic is death and eternal torment in hell, and the ultimate reality, which is the God in the Christian Bible provides the basis and explanation for the existence of this human problematic. In the case of Christianity, death and eternal torment in hell is caused by sin, which has its roots in the original sin of Adam and Eve that led to the fall of man. On the other hand, the ultimate dimension is the way of changing the human problematic. Every religion or religious movement, after identifying the cause, seeks to find a solution to the human problematic and employs a number of solutions like rituals, prayer, consumption of organic foods, and other things. Ultimate dimension is supposed to inspire someone to change his current situation or to find a solution to the human problematic. 2. Cultural dimension is the actions that someone takes as a group in order to reinforce the community and to increase church attendance as well as to consider marriage and funeral rites. Whatever is personal must always go harmoniously with culture. One aspect of cultural dimension is the historical conditions upon which a particular belief or system of belief evolved (Streng). For example, during the time of Jesus, the political scenario was turbulent because of the conquest of Israel by the Romans, and that the Jews were persecuted by the conquerors. This was the time when Jesus rose and led the people into defiance of Roman authority. The transformative power that was evident in his preaching was the result of the cultural dimension of belief, which means that there was shared religious intent among the Jews who opposed Roman rule. This sense of unity somehow turned into a system of faith and belief. During the time of Muhammad, he was in a cave in a religious retreat when the A ngel Gabriel appeared to him in a dream, and

Minimum wage Article Example | Topics and Well Written Essays - 750 words

Minimum wage - Article Example If the growth in minimum wages had been at par with the growth in average Wages, minimum wages in America would have been $10.50 today. Moreover, if they had been concurrent with ‘productivity,’ then the minimum wages should have been $18.75 and if it had grown at the same rate as the upper 1% wage paid to workers, the minimum wage would have been $28 per hour today. (Cooper and Hall) There are many returns associated with increasing the minimum wages. Firstly, contrary to many who believe that increasing minimum wages creates unemployment in the economy, it actually creates more employment. Secondly, an increase in minimum wages would give more money in the hands of the workers, which would mean extra spending in the economy. According to the economic analysis done by Cooper & Hall (2013), they say that a â€Å"$115,000 increase in economic activity results in the creation of one new full-time-equivalent job in the current economy.† (Cooper and Hall). Considering this analysis, they conclude that an increase in minimum wage from the current levels to $10.10 an hour would result in extra employment opportunities of about 140,000 new workers. However, Jacob Mincer (1974) believed that there was no real evidence to suggest that an increase in minimum wages would lead to unemployment or create employment. (Mincer). Currently, for each job opportunity in the US, there is an unemployment of approximately 3.4 (Shierholz cited by Cooper and Hall). This is because the employers do not have to offer the adequate wages to employ a worker, nor do they have to increase wages to retain the worker. Cooper and Hall quote American Enterprise Institute scholar Desmond Lachman, a former managing director at Salomon Smith Barney, as told to The New York Times, â€Å"Corporations are taking huge advantage of the slack in the labour market—they are in a very strong position and workers are in a very weak position.

Idea paper Pre-thesis proposal Essay Example | Topics and Well Written Essays - 500 words

Idea paper Pre-thesis proposal - Essay Example For example, in a study conducted by April Saathoff, she mentioned that some physicians find the system too difficult to use, while others find it demeaning to enter orders in the system, a job typically allotted to ancillary staff (Saathoff, 2010, p.72). Recent research highlights the benefits that CPOE offers and reiterates that health care organizations must utilize information systems in order to ensure sustainability and continued development. There is a recent consensus on the capability of CPOE to reduce common order errors, but many professionals say that it is not the cure-all solution to all the ills of the health care system. To ensure the success of CPOE implementation, three things must be done: â€Å"(a) [ensure] culture change that allows for risk-free reporting of errors by employees, (b) the use of technology and CPOE systems, and (c) smaller incremental changes [which could potentially affect physician efficiency]† (Sengstack & Gugert, 2005, p.39). When creating an implementation plan, administrators must consider not only the technical requirements of implementation, but also a factor in physician acceptance of the system. If concerned health care personnel do not use the system, then there is no use to impl ement it. It is important for administrators to create a plan assuring cultural change so that health care professionals will gain motivation in learning the CPOE system and utilizing its features to ensure improved service delivery. The purpose of this study is to understand how the hospitals managed change and ensured that physicians will participate in the use of the CPOE system. Through this study, other health care organizations can gain insights on how they can deal with physician resistance as well as gather insights on the best practices in change management. Its main research question is â€Å"How can health care organizations ensure strong physician participation in CPOE

Employability Skills Essay Example | Topics and Well Written Essays - 1500 words

Employability Skills - Essay Example The nature of the position, reputation in the organization employing as well as other similar variables affects the choice/. The Important contact theory suggests taking that approach that a candidates ordeals while engaging with the organization performs a crucial role with decision doing. For illustration, how the staff engage together, the work environment and identical factors are very important. This theory is even so more realistic with skilled professionals (Watkins et al, 2000). These theories means that candidates employ a free will to settle on employers and also careers. Actually, the scarcity of jobs opportunities and strong competition for certain required jobs rigorously skews the choice making procedure of the job seekers. My career choice is accountancy. Those who engage in this versatile profession are referred to as accountants. As a profession, the job description includes but not limited to measurement, processing and communication of financial information about economic entities. This is achieved by the production of reports and accounts such as the statements of financial position and audit reports. Successful accountants can also be business advisors and/or consultants to provide additional value services (Watkins et al, 2000). Accountancy is a profession that cuts through all the sectors in the economy engaged in any form of business and commerce as it underpins any form of monetary transaction. This is because all financial transactions require to be accounted and reported. Accountants can opt to practice accountancy within independent accountancy firms in which case they will be more likely to be Chartered Accountant or work within an organization or business. In the latter case, they would become certified accountants. Accountancy work can be divided into two broad wings, Management and Financial accounting. The accounting that relates to compiling

Ethics Case Study Example | Topics and Well Written Essays - 1250 words

Ethics - Case Study Example It would be ethical to disclose what TT is doing under the Kantian ethics that stresses the principles of universal acceptability and respect or the criterion of reciprocity. It is already confirmed that what TT is producing is counterfeited from the produce of FF. Moreover, the alleged drug or diet produced by TT has been made using cheap substances that make him reap maximum profits that are not comparable to the combination that can be derived from the genuine ones produced by FF. The implication of this under the Kantian utilitarianism is that there is need to disclose the productions of TT, as he neither respects the needs of his customers nor does he produce a diet worthy of reciprocation from his clients. The production by TT must be disclosed for violating the principles of reciprocity in that despite the fact that his child is sick and needs expensive treatment, his production does not guarantee his patients a successful treatment therapy. For the Kantian utilitarianism to h ave held any ground for him to warrant a non-disclosure of his activities, TT should have endeavored to compare the needs of his client as compared to the plight of his daughter in the spirit of reciprocity. Fisher and Lovell (2008) argue that at any given time, a person must know when to apply the ethical virtues and how to use them. Under the present scenario, TT has exhibited rashness or recklessness in his behavior by offering substandard diet and Energy band to his customers and therefore under the ethical virtues, his activities should be disclosed to the authorities, as they do not take care of the interests of the clientele. It would be an act of courage and magnificence as well as an act of honor for me as a journalist to disclose the misdemeanors and misrepresentations of TT to the authorities in line with the reasoning of Aristotle of what virtue is. This is coupled with the fact that disclosing his activities will be seen as a virtue of truthfulness and magnanimity to pr otect the clients that TT serves. The need to report TT is further compounded by the fact that he is boastful and malicious in that he only focuses on taking his daughter to an expensive hospital at the expense of others who he may harm through his sub-standard diet and Energy Band (Aristotle, 1955). There would also be need to disclose the lies and misrepresentations peddled by TT through his diets. This could be hinged on Gilligan’s (1982) virtue of care and wisdom, vice of deficiency and the vice of excess or appeasement as used in moral reasoning. Through this reasoning, there would be need to disclose the activities of TT, as they lack any care or wisdom in their undertaking. This is whereby TT is only concerned about the need to generate money to take his daughter to an expensive hospital, as opposed to giving his clients the right therapy or diet to help them live a healthy lifestyle. It would also be important to report him for the wrong that he is committing to his c lients in order to appease them for the excesses that TT may have committed to them. Question 2 As an investigative journalist who has been approached by TT for a relationship in exchange for compliments, it is important to reject the offer and advances. Based on Low and Queensland University of Technology (2012), I am at the fourth stage in

Paper Critique Essay Example | Topics and Well Written Essays - 500 words - 1

Paper Critique - Essay Example Moreover, the movie mixes the Spanish exploitation of gold in the 16th century with the Cochabamba war struggles in 2000 to bring out ideas relating to exploitation and globalization. This abstract aims to explicate the theme of sympathy, good fellowship and loyalty, and not just comparing historical events with the present. The recurrent theme described in this dramatic film is exploitation, hypocrisy and globalization. Costa, a film producer and Sebastian a young director are working together on a film (Columbus’s Arrival to Americas) they are planning to shoot in Bolivia, Cochabamba, but their friendship polarizes when dealing with business and moral integrity. The exploitation of the locals by these film makers portrays them as hypocrites and they face a stern opposition from the indigenous people. It is in Bolivia, the setting of their new movie that a water war breaks out forcing these film makers to make emotional journeys in variant directions (Laverty 220).There is more threat to the crew when Daniel becomes the leader of the indigenous people as they protest against the privatization of water and price increment by 300 per cent. More scenes of struggle against the indigenous people’s historical oppression and colonization are brought to light. The low living standards of the loca ls bring out an emotional sympathy while the conflicts bring into light the dangers of exploitation and oppression. Even the Rain is a dynamic layered film marked by interesting stories and timely themes that are precisely presented. The movie is a moving and a captivating testament for those who fight against unfairness. Even the Rain serves as a movie within a movie and offers a glimpse of mastery presentation and organization to highlight the indented themes or meaning. The filmmakers in the film benefit under the expense of the natives with hypocritical

Price control Essay Example | Topics and Well Written Essays - 1000 words

Price control - Essay Example Price control policies in history were put in place as portion of a larger income policy package while inducing wage controls as regulatory element. Price control takes two forms, a ceiling price (maximum) and the floor price (minimum) that can be charged in a market. These two forms of price control act as a regulatory element during shortages to prevent from market inflation (Rockoff, 67). The application of price control is comprehensible. However, price controls fail to safeguard many consumers and offend others. Controls hold out the promise of protecting individuals that are struggling to meet increased price. Therefore, the prohibition against moneylending, charging high interest on loans, is projected to protect individuals who are obligated to borrow out of desperation. For instance, the maximum price for bread was theoretical to protect the have-nots, who relied on bread for their survival. The rent controls were proposed policies to protect those who were renting when the demand for houses exceeded the supply thus; landlords were getting ready to â€Å"gouge prices† to their tenants (Stern, 140). Despite the appeal of frequent use of price controls, economists opposed them except in times of emergencies. According to statistics of 1992, 76.3% of the economists interviewed agreed with the slogan, â€Å"A ceiling on rents reduces the quality and quantity of house available.† An extension of 16.6% agreed with qualifications, and only 6.5% disagreed with the statement. Similar results were observed when the economists were interviewed about price controls: 8.4% agreed with the report: â€Å"Wage-price controls are a useful policy option in the control of inflation.† An extra 17.7% agreed with the results; however majority of the economist disagreed with the statement by 73.9% (Rockoff, 82). The main cause why majority of economists are cynical about price control is that they alter the allocation of resources. Remark made by an economist

Just Culture Model and its Impact on Patient Safety as Part of the Research Paper

Just Culture Model and its Impact on Patient Safety as Part of the Roles of Clinic Nurse Specialist - Research Paper Example For nurses, they may also expand their knowledge by studying further and advance their career into clinical nurse specialists which may give them the chance to work at the management level in the clinical setting. They would have the knowledge on the healthcare systems and find ways on how to improve the efficiency of the healthcare organization through policies and culture that caters the growth and learning of the staff nurses. To improve the competencies of the clinical nurse specialists, just culture model may be used as framework. It gives importance to patient safety and increase in accountability among members of the healthcare organization. Just Culture Model and its Impact on Patient Safety as part of the Roles of Clinical Nurse Specialist Introduction The healthcare sector has been growing as the demands for health assistance is increasing. It is the sector that will never die out as people need the basic services or even the sophisticated care in that area for survival and to prolong life. People need health assistance when they are sick, injured or weakened. The need for healthcare has also been growing due to its primary importance to human survival. Whenever people get sick, they visit the hospital to get solutions for their health problems. Care is also provided in the hospital for patients with aggravated situations and helps them to recover. When people are sick, they are very fragile as their bodies are weakened. They need the support to totally bring back their healthy bodies. In the search for health assistance, various health staffs are prepared to assist the patients with their specific needs. From food intake to drug administration, the healthcare staffs are there to assist them. The professionals that assist the patients usually require long and intense training and license before they can perform their tasks to care for the patients. One of those health professionals is the nurse. Nurses have been important as they assist the doctors in the medical field to provide health assistance to patients in hospitals, at home or in the community. They are entrusted to help in the health restoration of the patients from their current weak condition to a healthy one. Nurses then may work on their own as they specialize on various roles or take part in a group in planning and evaluating the health care performance. They also attend trainings to further enhance their knowledge and skills to better support the health needs of the patients (Smith, 2004, p. 3). They are also updated with the current breakthroughs in their field of career through scholarly journals. Nurses may opt to specialize further through studies and further trainings to become clinical nurse specialists. As clinical nurse specialists (CNS), they must have more than the undergraduate degree in nursing and the education must be provided by accredited CNS institutions (Callara, 2008, p. 57). They are highly specialized to cater the specific needs of the patients that may depend upon the kind of diseases or illnesses the patients have. The CNS may also work on hospitals, houses, communities or specific units of the hospital such as emergency room and operating room. They also assist in surgeries or clinical procedures (Dreher et al., 2011, p. 78). In general, there are five duties each CNS may do like hospital work, management, education and instruction, research and

Unemployment in America Essay Example for Free

Unemployment in America Essay Here is good news for you: according to the New York Times, the unemployment rate in America dropped to 7.7% which is the lowest rate in four years. But is this rate low enough? The answer is no. The labor market is far from recovery. There are around 11 million people who still need jobs. Throughout American history of unemployment, The United States has experienced 11 recessions since the end of the postwar period in 1948. The U.S. unemployment rate rose steadily from 5% in January 2008 to a peak of 10% in October 2009. For college students, when we graduate and are getting ready for the taste of the real world, we will find out that the real world is not easy and it is not always fair. Good jobs are very few and far between, especially during the high unemployment rate period. The reason we care about unemployment so much is because the unemployment has many bad influences. First, the unemployment has psychological consequence. According to the Society for the Psychological Study of Social Issues: the stress of unemployment can lead to declines in individual and family well-being. The burden of unemployment can also affect outcomes for children. The stress and depressive symptoms associated with job loss can negatively affect parenting practices such as increasing punishment. As a result, children report more distress and depressive symptoms. Second, the unemployment affects the social stability. The unemployment will result in low-quality housing, underfunded schools and lack of money, and all these factors can link to the increase in the property crime. The unemployment also causes the loss in consumer spending which is the significant driver of economic growth. The main reason of unemployment is the lack of demand. There are several reasons that cause the demand is less than supply. The first reason is high tax rate. Businesses need to pay more tax in America than many other countries, and if the costs that companies need to pay are too high, the companies may cut some jobs in order to reduce the training and wage costs. Since the tax costs and wage rates are very high in America, businesses may choose to move their companies to other countries, such as china and India, thus leading to huge amount of job loss in America. For example, the labor costs in China are much lower than in America, so if one business chooses to outsource some parts of the company, it will save lots of money, but decrease the potential job opportunities in America. Automation also affects the demand. The technology plays more and more important role nowadays; hence, people are placed by machines. For example, there are many self-check machines in groceries and airports, and these turn out the decreases in needs of jobs. In general, employment is still a big problem in America. The main reason for unemployment is the lack of demand. The unemployment has psychological and material influences for people, and it also affects the national economy and social stability. We all want jobs; we all want better lives. Job does not mean anything, but without a job, what can we do as college students? Not only for us, but also the family members and friends around us; we need chances to prove ourselves, and enjoy the life in the steady environment.

Importance of Integrated Marketing Communications

Importance of Integrated Marketing Communications This research will be dedicated to the subject area of Integrated Marketing communications and will investigate the planning and execution of marketing communication strategies. The proposed tittle of the dissertation is: An investigation of contemporary approaches in managing marketing communication strategies to forge brand awareness and to build strong brand-consumer relationship through the use of Integrated Marketing Communications (IMC). A case study of Indian Companies. Marketing Communications are the means by which firms attempt to inform, persuade, and remind consumers- directly or indirectly- about the products and brands they sell. Kotler and Keller (2009). In accordance to this definition, Integrated Marketing Communications (IMC) can be characterised as a concept that focuses on identifying and developing strategy with the right combination of marketing channels to forge a stronger brand-consumer relationship. 2. Aims and Objectives for the Research (Background and Issue/Issues underlying the research)? Aims It is important for any organisation to notify consumers about its products and brands exploiting different means and to market their products. However, the development such marketing strategies rebuffs the existence of significant factors and assumes that the process is flexible enough to cope with any adversities that are expected in the real world. However, the aim of this dissertation will be to demonstrate that this assumption is wrong and the situation is indeed a significant aspect in the selection and configuration of the marketing communication strategies. The dissertation will critically reflect on the methods followed by organisations and will attempt to formulate a situational approach in developing an effectual marketing communication program. Objectives The objectives of this research would be: Outlining the role and relevance of Integrated Marketing communications in establishing stronger brand-consumer relationship. Critically evaluating the development of an analytical framework of various Integrated Marketing communications tools for planning communication strategy. Examining the effects of information provided by the marketers on customers attitudes towards a product or brand. To propose a set of best practices that lead to the development of an effective marketing campaign by a situational combination of different elements of the examined models. 3. Literature Review that will provide the academic underpinning: The literature discusses Integrated Marketing Communication to be a concept which is designed to make all the aspects of the marketing communications such as advertising, direct marketing, personal selling, etc. to work as a unified force rather than permitting them to work in isolation. Kotler and Keller (2009) define Marketing Communications as the means by which firms attempt to inform, persuade, and remind consumers-directly or indirectly-about the products and brands they sell. In addition to this, they view integrated marketing communication as the personification of a company and its brand which possesses a message and builds relationship with the consumers. Kotler and Armstrong, 2008 also comes to the conclusion that the objective of marketing communications is to ensure the consistency of message with complimentary use of media. Kotler and Keller, 2009 states that Integrated Marketing Communications helps in building brand equity by portraying the brand in the minds of the potential consumers and forming a brand image. Kotler and Armstrong (2008), claims that conflicting messages from a wide range of media mix and communication approaches creates confusion in the consumers mind about the companys image, brand positions, and customer relationships. They also maintain, Integrated Marketing Communications leads to a total marketing communication strategy aimed at building strong brand-consumer relationships by creating awareness of the brand among the consumers and linking it to the right associations to the brand image in the their memory. Kotler and Keller (2009) argue that to reinforce the prestigious image of a product or brand, a well-chosen formulation of Integrated Marketing Communications platforms is important. The marketers must seek and co-ordinate the messages from a variety of different sources (Yeshin, 1998). Yeshin further extended that there must be a feedback mechanism between all the elements of the communication strategy and the development inputs of the communication strategy must be chosen in a way that fulfil the promotional objectives established for the campaign. Percy (2008) recognized the integrated use several of marketing communication tools as the largest and fastest growing form of marketing communication which the company uses to introduce or to strengthen its product or brand in the market place. Onkvisit and Shaw cited in Blythe (2003) states that customers attitude is the learned inclination to respond time to time in a favourable or unfavourable way towards that particular product. Opinion towards a product or brand can be considered as a measure of how much a person likes or dislikes a brand (Pelsmacker, Geuens and Bergh, 2001). They describe the reason for these brand attitudes is the belief that the more favourable the brand attitudes are, the more likely the purchase of a brand becomes. Cognitive orientation, based on an information-processing, problem-solving and reasoning approach of human beings, considers the consumers to be an adaptive problem solver, who uses the information provided through various channels to conceptualize and acquiring knowledge (Fill, 2002). It appears that many of the motives for purchase are driven deeply by information provided by the marketers explaining that how the use of a particular product or brand can solve a specific problem, which is also supported by Fill (2002). Developing effective communications begins with identifying the target audiences, their objectives, designing messages, selecting the channels and establishing the budget (Kotler and Keller, 2009). Furthermore, they maintains that most effective communication plan focuses on achieving multiple objectives such as brand awareness, brand attitude, brand purchase intention, etc. The targeted audiences have critical impact on the marketers decisions about what will be said, how, where, when and who will say it (Kotler and Armstrong, 2008). Harmonizing to Kotler and Keller (2009), Kotler and Armstrong suggest that feedback also plays an important role in making a communication strategy more effective. Marketers need to know where the target audiences now stand and to what stage they need to be moved (Kotler and Armstrong, 2008). Researches indicate that the best communication program ask questions and allow readers and viewers to form their own conclusions (Kotler and Keller, 2009). 4. Sources of data/information you anticipate using: The selection of resources has been limited by the fact that there is no financial support available. For my project, I will use the following resources: Personal Network: My professional experience put me into the position of having a well-populated address book in hand. I have identified a group of individuals, who not only have the required level of expertise but might also want to participate in my project because they are interested in the subject. The information will be sourced from three directors, two general managers, four marketing managers of the companies listed below: Schà ¶n Ultrawares Pvt. Ltd., India. Tulip 3P Media Pvt. Ltd., India. Daksh Tools and Appliances Pvt Ltd., India. Libraries: There are university library and several public libraries, I have access to. In addition university library offers a nation-wide inter library loan service. Association for Computing Machinery: This special interest group for computer professionals provides several valuable resources. Most of them can be directly accessed online via the Digital Virtual Library. 5. Access/Research Ethics: I will confirm the Chairman, Directors and Marketing managers of the company clearly and in advance of the purpose of my research. I will ensure that they understand that I am collecting data for my Masters research. I will notify them that the data will only be published in my Dissertation. I will do this on email. I will also report them on email that the identity of the Company as well as their identities will not be revealed in my Dissertation. I will do this by speaking with the Directors and the marketing manager and also emailing them. I will also advise them that their views will not be read by other respondents in the Company. In this way, I will ensure confidentiality. 6. Possible techniques to be used for data/information analysis/interpretation: Several factors call for an inductive approach for this research. The limited resources do not permit an exhaustive data collection as required for a quantitative analysis. At the same time, the differences in the Integrated Marketing Communication programs across organisations suggest a qualitative analysis that can take into account the particular set of circumstances under which the data has been collected (Saunders, Lewis and Thornhill, 2009). In this respect the aim of the dissertation will be addressed through desk research and structured interviews. The desk research will involve critical evaluation on the readings from text books and articles from journals, newspapers and magazines, etc. written by the academics and practitioners related to the underpinnings of the basic theories and management of Integrated Marketing Communications. Data collection will consists of gathering information from directors, general managers and marketing managers. The research will incorporate interviews to identify the groundwork, beliefs and attitudes of the marketing personnel regarding the use of various platforms in their marketing strategies. Data generated from this research will be recorded, summarized using the content analysis technique and will be compared to the data by other studies, the results of which are presented in the literature. 7. Potential Outcomes of your piece of research: The outcomes of the research would be: Finding out and understanding the underpinnings of the marketing strategy of the Indian companies and the practices performed by them in regard to the use of the various Integrated Marketing Communication platforms to make customers aware about their products, brands and services. Comparing the practices of the companies with those of theoretical models proposed by the academics and practitioners to find out how the company performs in relation to the model. Recommendations on the strategies of the company as to whether they should stick with the same methods or how can they improve the quality of their strategies in spreading awareness through Integrated Marketing Communication platforms. 8. Timetable for your research covering the whole period of time available (by month) as below: Time Frame Activity March Refine research objectives. Some part of reading for literature review. April Deciding the structure of the literature review. Finalizing access arrangements. May Deciding on interview dates. Deciding on data for the questionnaires. June Finish reading for literature review. Begin writing chapter-1. Writing chapter-2. July Designing the questionnaire. Designing the interview structure. Designing how to analyze secondary data. Writing chapter-3. Beginning the interviews. Sending out questionnaires. August Finishing collecting data. Analyzing data. Writing chapter-4. Begin writing chapter-5. September Finishing chapter-5. Reviewing other chapters. Applying final changes. Proof reading. Submission of Dissertation.

Rafflesia Species in Malaysia Identification

Rafflesia Species in Malaysia Identification INTRODUCTION 1.1 BACKGROUND STUDY There are a number of unique plant types in the world which are on the brink of extinction, or are so extremely limited in range. For example the beautiful palms such as the Talipot Palm (Corypha elata), Johannis teysmannia in Sarawak and Malaya, and also Livistona in West Sumatra. The largest flower in the world, Rafflesia arnoldii and related species, are going to vanish unless more nature reserves are created for such remarkable plants in Sumatra, Borneo, Java, and the Philippines. Rafflesia is a genus of flowering plants that is made up of 23 known species. The best known of these species is Rafflesia arboldii which has the distinction of being the worlds largest flower, reaching a diameter of about three feet. The genus Rafflesia gets its name from Sir Stamford Raffles, the founder of the British colony of Singapore (Walter et al., 1998). Rafflesia is a unique plant because of its dimensions unlike other flowers. This circumstance makes it widely known. It is also become an icon for conservation especially of the rain forest area. The rarity creates interest among nature lovers, tourists and the general public. The fact that some species may be in the brink of extinction alarms conservation groups. Its little-known biology and reproductive ecology spurs the interest of botanists and ecologist (Nais, 2004). Rafflesia is also thought to be one of the rarest of all plant genera which is only found in Borneo, Sumatra, Java, Peninsular Malaysia, Thailand and the Philippines. 1.2 PROBLEM STATEMENT Malaysia is very fortunate for being one of the habitats of Rafflesia. But unfortunately, all of the known species of Rafflesia are threatened or endangered. In Malaysia the Rafflesia is only a Totally Protected Plant by law in Sarawak. In Sabah and Peninsular Malaysia it is only safeguarded by laws when found in protected areas like National or State Parks. In 2002, 44 out of the 83 Rafflesia flowers found in Sabah were outside of designated conservation places (Sabah Travel Guide, 2004). Eight out of the 23 known species of Rafflesia can be found in Malaysia, most of them in the jungles on the island of Borneo. Some species of Rafflesia are endemic species. That means these species are native and can be found only in that location. For example, Rafflesia tengku-adlinii seems to be endemic to Sabah only while Rafflesia tuan-mudae endemic to Sarawak only. Because the Rafflesia is only found in specific areas and its locations often difficult to reach, and because it only blooms for a very short time, its life cycle or the methods of pollination and seed dispersal is very unclear. This makes the appropriate methods to conserve it quite difficult to be found. Other than that, in Peninsular Malaysia flower buds are still sold as traditional medicine. The buds are seen as a sign of fertility, and are given to help mothers recover after birth. The over collection of these buds has not helped with conservation efforts but further drastically reduced the number of Rafflesia in the wild, accentuating the problem the alarmingly fast transformation of jungles into palm oil plantation creates (Sabah Travel Guide, 2004). The Rafflesia is a delicate plant that relies on an intact environment and as such is naturally extremely vulnerable to deforestation and development. Conservation must be done to protect this species from extinct. The expert system may help the user to identify the Rafflesia species in Malaysia. By using an expert system, the user may gather information about approaches to conserve the Rafflesia. 1.3 RESEARCH OBJECTIVES There are some purposes for this research. The main objectives of this research are: to identify the Rafflesia species in Malaysia based on their physical characteristics. to develop an expert system which help the public to recognize the Rafflesia species in Malaysia. to verify system performance in order to make it applicable to the real world. 1.4 SCOPE OF STUDY The scope of this research is mainly about the Rafflesia flower and the approaches to conserve it. This research also about the system named an expert system which using Macromedia Dreamweaver 8. The system is the tool or mechanism which contains all collected information, recommendation and opinion from many expertises and also results from so many researches done. The target users of this system are tourists, publics, nature lovers and also those who interested in conserving the Rafflesia plant. The system that will be developed will provide the public about the Rafflesia species in Malaysia as well as the approaches to conserve the Rafflesia. By using an expert system, it would easier the public to access about this endangered plant. 1.5 THESIS ORGANIZATION This thesis consist of five chapters; introduction, literature review, methodology, results and discussion and conclusion. Chapter 2 is about literature review. This chapter includes the Rafflesia characteristics, the diversity and habitat of Rafflesia, identification of Rafflesia species as well as treats and conservation of Rafflesia. Introduction of expert system also included in this chapter. Expert systems typically have three basic components; a knowledge base, an inference engine and user interface. Chapter 3 is about methodology. This chapter contains the development stage of expert system for Rafflesia species identification. There are five stages in developing an expert system which are task analysis, knowledge acquisition process, prototype development, expansion and refinement and lastly verification and validation. Chapter 4 is about the result and discussion. This chapter consists of the architecture of the system and also the flow in the developing system process. This research is using an IF-THEN rule in form of asking question to the user. Chapter 5 is about the conclusion. This chapter consists of conclusion for overall of this research. It includes the expert system technology, the prototype development of expert system and the recommendation to make the system move effective and also ways to improve it. CHAPTER 2 LITERATURE REVIEW 2.1 INTRODUCTION The Rafflesia is one of the most magnificent flowers ever known to the botanical world. It is such a big flower with odd appearance, exceptional, rare and also mysterious. It is also immense scientific and public interest. Rafflesia in bloom has been described as simply awesome (Nais, 2001). This chapter will discuss about Rafflesia characteristics, diversity, habitat, species identification as well as treats and conservation of Rafflesia. 2.2 RAFFLESIA CHARACTERISTICS In general, Rafflesia flowers consist of five leathery petals that are orange in colour and mottled with cream-coloured warts (Attenborough, 1995). The flower also has no leaves, stem or roots. The dramatic Rafflesia flowers are the largest single flowers in the world; the leathery petals can reach over 90 centimetres across (Attenborough, 1995). Rafflesia is a parasite that depends completely upon its host which supplies nutrients and water to the flower. These host plants are vines of Tetrastigma spp., and the Rafflesia plant is itself not visible until the reproduction stage when flowers first bud through the woody vine and then open into the magnificent spectacle that is world-renowned today (Nais, 2001). Most flowers in the genus give off and smell of rotting flesh, hence the local called it the corpse flower. When in bloom, the flower displays its five fleshy petals or so called perigone lobes. The diameter of the various species of Rafflesia flower ranges from approximately 20 cm to a record diameter of 106.7 cm (Meijer, 1985). Other than that, the unique part of this giant flower is the flowers can take up to ten months to develop from the first visible bud to the open bloom, which may last from 5 to 7 days only. Currently 17 species of Rafflesia are recognised and these mainly differ in the morphology of their flowers (Nais, 2001). There is a deep well in the centre of the flower containing a central raised disc raised that supports many vertical spines (Attenborough, 1995). The sexual organs are located beneath the rim of the disk, and male and female flowers are separate (Attenborough, 1995). 2.3 RAFFLESIA DIVERSITY There are 23 completely known species and 4 incompletely known species of Rafflesia as recognized by Meijer on 1997. Table 3.1 shows the known species of Rafflesia and Table 3.2 shows the unknown species of Rafflesia as recognized by Meijer on 1997. 2.4 RAFFLESIA HABITAT Rafflesia is restricted to the western part of the phytogeographical region of Malesia, which is known as the Sunda shelf (Nais, 2001). The region is floristically distinct, with a clear boundary from surrounding region (Steenis, 1950). Table 2.3 shows the genus distribution in their landmass location. Number in parentheses denotes the number of Rafflesia species present in each area. Book of Rafflesia Magnificent Flower of Sabah by Kamarudin Mat Saleh (1991) A total of 23 names of Rafflesia species have been published between 1821 and 1988 (index Kewensis, 1994). Six of the names are now considered synonyms, and a further four have inadequate type material and are treated as insufficiently known species (Meijer, 1997). The western most extension of Rafflesia is Acheh District, Sumatra, followed by the Ranong Province in Thailand, about 5 km from the Myanmar border (Meijer Elliot, 1990; Banziger, 1991; Elliot, 1991; Banziger et al., 1993). The eastern limit is Mount Apo Timur and at Gunung Dadum in Eastern Sabah (Nais, 2001). The northern most limits are at Mount Makiling, Los Banos Province, on Luzon Island in the Philippnes (Madulid Agoo, 1996), and the southern limit is the province of Java, Indonesia. The distribution of Rafflesias genus is shown in Figure 2.1. 2.5 IDENTIFICATION OF RAFFLESIA SPECIES The first description of the morphology of Rafflesia was made by Robert Brown (1821, 1835), who provided a detailed and meticulous description and illustrations of the male and female flowers of Rafflesia arnoldii (Nais, 2001). The taxonomy of Rafflesia is based entirely on the floral morphology (form and structure) of the flower with most emphasis on the outer appearance. The current species delimitation of Rafflesia is based on eight major characters. These eight variable characters are listed below (Nais, 2001) and the radial section of Rafflesia flower drawn by Yong Ket Hyun, after Meijer 1985 are shown in Figure 2.2. Size (diameter of open flowers varies from 15 cm in R. manillana to nearly 1 m in R. arnoldii); Diameter of the diaphragm aperture (ranging form 3-9 cm in R. micropylora, to about 20 cm in R. arnoldii); Number of disk processes (from none in R. rochussenii to 20-60 in R. arnoldii); Size and number of white spots (called blots, specks or warts) on the perigone lobes and diaphragm (from few to large in R. hasseltii to numerous and small in R. arnoldii); Number and size of the windows on the inside or lower surface of the diaphragm (3-5 rings of round spots in R. micropylora, seven rings of round spots in R. kerrii, or five rings of elongate oval spots in R. pricei) Number of anthers (from about 15 in R. manillana to 40 in R. arnoldii); Structure and length of ramenta, and position of their occurrence (from short and more or less postulate in R. manillana to up to 12 mm long in R. micropylora; in R. schadenbergiana, ramenta occur on the undersite of the diaphragm; ramenta in various species may have apices branched or unbranched, swollen or crateriform); and Number of annuli at the base of the perigone tube and column, all species has either 1 or 2 (for example, 2 in R. pricei). In this research, the focus is on the Rafflesia species in Sabah, Sarawak and Peninsular Malaysia only. There are eight species of Rafflesia can be found around Malaysia which is four species (R. azlanii, R. cantleyi, R. hasseltii and R. kerrii) located in Peninsular Malaysia, three species (R. tengku-adlinii, R. keithi and R. pricei) can be found in Sabah and four species (R. tuan-mudae, R. pricei and R. keithii) in Sarawak. 2.5.1 Rafflesia cantleyi Solms-Laubach Rafflesia cantleyi was named after M. Cantley, curator of the Singapore Botanic Gardens in 1880 to 1886, who collected the type specimen in 1881. This species was described by H. Graft Solms-Laubach based on a collection made by M. Cantley in 1881. Rafflesia cantleyi has open flower dimension from 30 to 55 cm in diameter. Its perigone lobes are up to 14 cm long and 18 cm wide. It has 6 to 8 whitish warts in radial and lateral directions, about 10 in the basal row. The diaphragm opening is 4 to 8 cm across and rounded shape or sometimes angular. It has 5 concentric rings of oval white blots. Its ramenta is 2 cm long in upper type while middle and lower type is 10 to 12 mm longs, or sometimes branched, almost all with swollen apices. Its number of anthers is from 20 to 25 and this species can be found in Peninsular Malaysia only (Perak, Kedah, Perlis, Selangor, Kelantan, Terengganu, Pahang and Tioman Island). Figure 2.3 shows the picture of Rafflesia cantleyi. 2.5.2 Rafflesia hasseltii Suringar Rafflesia hasseltii was described by Suringer in 1879 from discovery in Central Sumatra. R. hasseltii has an open flower dimension from 35 to 50 cm in diameter. It has 10 to 13 cm long and 14 to 17 cm wide of perigone lobes. It has whitish-pinkish blots across and large size of blots ranging from 5 x 3 to 10 x 1 cm. The clear contrast of snow white blots on bright brick-red background easily distinguishes this species from others. Its window is whitish or pale yellowish with a dark brown zone near the rim and the compound ramenta near the attachment point of the diaphragm gradually become white blots (window) on the lower part of the diaphragm. The R. hasseltii ramentas upper type is toadstool-like compound ramenta which gradually becoming the white blots of the windows. While for middle and lower type is generally linear with swollen apices. The number of anthers is 20 and this species can be found in Sumatra, Peninsular Malaysia and Borneo and its altitudinal distribution is from 4 00 to 600 m. Figure 2.4 shows the picture of Rafflesia hasseltii. 2.5.3 Rafflesia keithii Meijer Rafflesia keithii was named after Harry G. Keith, the former Conservator of Forests in British North Borneo or nowadays called Sabah, Malaysia. This species was described by Willem Meijer in 1984. Rafflesia keithii has an open flower dimension from 80 to 94 cm in diameter. The perigone lobes are 10 to 12 cm across at the median of the lobes but sometimes it has six-lobed. Its colour is numerous white warts with dense, more or less of the same sizes. The diaphragm opening is normally 5 concentric of white warts in about 40 radial rows, each surrounded by a dark red-brown margin. Its window has 5 to 6 rings of large, white blots, those nearer to the rim merging. The ramenta for upper type is 5 to 6 mm long which often fascicled (in bundles) middle and for lower type is solitary and only some with a swollen head. Rafflesia keithii always has 40 numbers of anthers. This species can be found only in Borneo with 250 to 940 m of altitudinal distribution. Figure 2.5 shows the picture of Raff lesia keithii. 2.5.4 Rafflesia kerrii Meijer Rafflesia kerrii was named after A.F.G. Kerr, Thailands first Government Botanist, who collected the specimen from which the specimen was described. This species was described by Willem Meijer in 1984. Rafflesia kerrii has an open flower dimension of 50 to 70 cm in diameter. It has 13 to 20 cm long and 19 to 24 cm wide of perigone lobes. Its colour is dull red with brownish tinge and have numerous and scattered warts with 3 to 4 mm space between them. The size of warts for R. kerrii is the smallest compared to other species. The diaphragm opening ia about 12 to 17 cm across and have upper face with 3 to 4 concentric rings of white spots surrounded by a dark red margin. The characteristics for its window are bright white in colour with roundish to elliptic blots and up to 10 mm of diameter. This species of Rafflesia has ramenta that mostly unbranched and only slightly swollen at apex. Its anthers consist of about 26 to 31. The distribution of Rafflesia kerrii is surrounding Thailand a nd Peninsular Malaysia which at attitude from 500 to 1000 m. Figure 2.6 shows the picture of Rafflesia kerrii. 2.5.5 Rafflesia pricei Meijer Rafflesia pricei was named after William Price, a honourary plant collector for the Royal Botanic Garden, Kew, who collected this species along the trail to the Mamut Copper Mine. This species of Rafflesia was described by Willem Meijer in 1984. Rafflesia pricei can only be found in Sabah only. It has 16 to 45 cm of opening flower dimension. It has 40 to 80 raised whitish spots (warts) surrounded by brick-red background. The spots range from 1 to 4 cm in length and the surface is minutely rugolose giving a matted appearance while the red background is densely papillose (Beaman at al., 1988). The diaphragm opening is about 5 to 6 cm in diameter and the diaphragm has 4 to 5 irregular rings of white spots smaller than those of the perigone lobes, surrounded by brick-red areas that grade into the cream-white background, the inner edge has a narrow white margin with a continuous reddish-brown area just outside the white rim (Beaman et al., 1988). The R. pricei has 4 to 5 concentric rings of large white window panes or blots and contracting with the bright red background. The interior of the perigone tube from the base of the tube to the lower edge of the diaphragm is lines with wine-red ramenta. The upper type (near the diaphragms opening) is about 2 to 6 long while middle type (near the insertion of the perigone lobes) is about 4 to 6 cm long and the lower type (near the base of the perigone tube) is about 6 to 7 mm long. The number of anthers for R. pricei is 20. Figure 2.6 shows the picture of Rafflesia pricei. 2.5.6 Rafflesia tengku-adlinii Mat Salleh Latiff Rafflesia tengku-adlini was named after Tengku Datuk (Dr.) Adlin Tengku Zainal Abidin, a keen naturalist and conservationist in Sabah who facilitated the documentation of the species after its recovery. This species was described by Kamarudin Mat Salleh and A. Latiff Mohamed from a specimen collected at Mount Trus Madi, Sabah in the year of 1989. R. tengku-adlinii is endemic species to Sabah only at altitude 610 to 800 m. Its opening flower dimension is about 20 to 25 cm diameter while its perigone lobes are 7 to 12 cm long and 12 to 16 cm wide. The colour of R. tengku-adlinii is bright to dull orange throughout with warts throughout the upper surface except near the diaphragm opening. The diaphragm opening is up to 12.5 cm wide and about 3 cm in diameter. It has no windows and the lower diaphragm covered with ramenta. The ramenta occurs right up to the opening of the diaphragm with 3 to 5 cm long, apices swollen, upper, middle and lower types all have fine bristles. The number of an thers for this species is 20. Figure 2.8 shows the picture of Rafflesia tengku-adlinii. 2.5.7 Rafflesia tuan-mudae Beccari Rafflesia tuan-mudae was named after Mr. Carlo (Charles) Brooke Tuan Muda of Sarawak. This species wasfirst collected from Mount Pueh, Sarawak, from which specimen the species was described by Beccari in 1868. Rafflesia tuan-mudae also is an endemic species. It only can be found in Sarawak. The opening flower dimension can reach from 44 to 92 cm in diameter. The numbers of perigone lobes is usually 5, sometimes 6 (at Gunung Gading National Park, Sarawak (personal observation), or even 7 (in Cagar Alam Gunung Raya Pasi (Zuhud et al., 1998). The colour of R. tuan-mudae is much like R. keithii, but it only has 5 to 8 warts across the median. The diaphragm opening is from 15 to 18 cm and the number of anthers is unknown. Figure 2.9 shows the picture of Rafflesia tuan-mudae. 2.5.8 Rafflesia azlanii Latiff M. Wong Rafflesia azlanii is endemic species to Peninsular Malaysia only at altitude 150 to 400 m. Its opening flower dimension is about 38 to 50 cm diameter while its perigone lobes are 9.5 to 10.5 cm long and 12 to 14.5 cm wide. The colour and pattern of R. azlanii is large and continuous (not all like R. hasseltii) whitish warts with brick-red background. The diaphragm opening is from 4.7 to 5.5 cm in diameter. During an early stage of blooming, the open diaphragm is about 7 cm and when the flower bloom fully, the open diaphragm become wider up to 18 cm. The flowers window is large whitish scattered of warts. The ramenta for upper type is 6 mm long while for lower type is 4 mm long. The number of anthers for this species is unknown. Figure 2.10 shows the picture of Rafflesia azlanii. 2.6 THREATS AND CONSERVATION Rafflesia is one of the most threatened and also one of the rarest plants in the world. The existence of this prodigious flower is precarious and it will eventually become extinct without active conservation efforts. 2.6.1 Threats Rafflesia are inherently rare as a result of a number of factors of their life cycle; they have a double habitat specialisation, as they can only successfully parasitise particular species and these species in turn are found only in specific habitats (Nais, 2001). In addition to this factor, there is an extremely unbalanced sex ratio in the Rafflesia flowers observed, with many more male than female flowers (Nais, 2001). Flower buds have a high level of mortality and only 10 to 18 percent go on to bloom, these only lasting for a few days; the chances of a male and female flower being in bloom at the same time in a close enough vicinity to be pollinated is therefore extremely slim (Nais, 2001). In addition to these inherent factors, there is widespread habitat destruction within much of the rain forested area of Southeast Asia and Rafflesia buds are also collected for traditional medicine to treat fertility problems, in parts of their range. 2.6.2 Conservation The tropical rain forest is the most threatened environment and has experienced the greatest loss of species during our lifetime (Lucas Synge, 1981). Human disturbance is one of the factors that result great loss of this natural habitats and species. Under the present circumstances, Rafflesia appears to be one of the genera approaching extinction (Nais, 2001). Therefore, the tropical rain forest and all their inhabitants must be the main focus in conservation efforts. 2.6.3 Conservation Status of Rafflesia The World Conservation Union, IUCN (1984, 1988, and 1997) established five main categories to highlight the conservation status of species: Extinct (no longer known to exist in the wild) Endangered (species that have a high likelihood of becoming extinct in the near future) Vulnerable (species that may become endangered in the near future because populations are decreasing in size throughout the range) Rare (species that have small total numbers of individuals, often due to limited geographical ranges or low population densities) Insufficiently known (species that probably belong in one of the preceding categories but are not sufficiently known to be assigned to a specific category). The conservation status of Rafflesia can only be reliably assessed by acquiring and analyzing extensive field data of each species. These data include the distribution and the characteristics of sites, rarity and reproductive ecology. The conservation status of all Rafflesia species based on current knowledge which is from published account recognized by IUCN (1997), present analysis using the WCMC/IUCN classification of Conservation Status and present analysis using the IUCNs new Categories of Conservation Status are shown in Table 2.4. 2.6.4 Approaches to Conserve Rafflesia There are two approaches can be taken according to Nais (2001). One of the approaches and also the best conservation approach for any species is in situ (or on site) conservation which mean leaving it to grow wild in its original habitat. In situ conservation is usually more effective than other approaches because natural condition often impossible to duplicate artificially. In situ conservation strategy of Rafflesia involves: i) Protection inside established Conservation Areas One of the major problem to conserve the Rafflesia is because so many tourist eager to pay homepage to existing Rafflesia sites, cause massive trampling, even to level where some populations are trampled to extinction. The mechanisms to control over-visitation are inadequate, and the infrastructure to minimize its impact is not well developed. One way to avoid trampling is by constructing boardwalks or walkways over Rafflesia population. In addition, Rafflesia sites outside conservation areas need to be made available for tourists, thus reducing the pressure for population within conservation areas (Nais, 2001). ii) Designating New Conservation Areas It may not be possible to make each Rafflesia site become conservation areas. A more plausible strategy is to synergize the Rafflesia cause with other issues, such as the protection of forests for water catchment, total habitat and biodiversity conservation, and also for nature tourism development (Nais, 2001). This may allow larger area to be conserved to protect their habitat and also their population. iii) Protection of Sites in other Areas Many Rafflsia locations are outside the protected areas which within the land belong to the indigenous community. Cooperation from the landlords is very important in order to conserve the Rafflesia. By doing opening sites for tourism is one viable conservation solution and apart from that, it also can generate income for the landowners. The second approach is by doing ex situ conservation. Ex situ conservation (sometimes referred to as off-site conservation) is the conservation of plants away from their natural occurrence [Given (1994) cited in Nais (2001)]. This approach includes conserving whole plants or plants in botanical garden and gene banks, as well as using laboratory techniques such as tissues culture for their propagation and preservation. Bringing Rafflesia into cultivation has always been appealing. Its cultivation would important not only for its conservation, but also as an important step towards utilization of the plants for ecotourism purposes (Nais, 2001). Prior to the success by Nais et al. (in press, 2000), many researchers had unsuccessfully tried various methods and techniques of ex situ propagation of Rafflesia. These attempts have included efforts to grow Rafflesia by way of seed insertion into host plants and the translocating of Tetrastigma plants with Rafflesia buds (Nais, 1997; Nais Wilcock, 1999). Similar cattempts conducted by various other people have also not been successful, for example: seed germination, tissues culture of Rafflesia and grafting of infected host plants into uninfected ones (Ghazally, 1991; Latif Mat-Salleh, 1991; Zuhud et al., 1998). These failures have initially led some researchers to believe that ex situ cultivation possibly may never be a viable option for the conservation of Rafflesia species (Meijer, 1997) until Nais et al. achieve successful in 1999. 2.7 EXPERT SYSTEM AS A SOLUTION Artificial Intelligence (AI) is a branch of computer science that is principally concerned with using computational models to understand how humans think (Tanimoto, 1987). Major research areas include expert systems, search methods, knowledge representation, logical and probabilistic reasoning, learning, natural language understanding, vision, and robotics (Cohen and Feigenbaum, 1982). The most successful application of Artificial Intelligence so far is the development of Decision Support System (DSS), particularly expert system, which is a computer program that act as a consultant or advisor to decision makers (Generation5, 2005). According to Turban Aronson (2001), an expert system is a system that uses human knowledge captured in a computer to solve problems that ordinarily require human expertise, or, a computer program that can solve problems in a specific area of knowledge (the problem domain) as well as a human expert (OKeefe et al., 1987), or, that automates tasks that are normally performed by specially trained or talented people (Shannon et al., 1985). Usually when an organization having problem to solve and have to make critical decision, they often turn to consultants or experts seeking for advice. These experts or consultants have specific knowledge and experience in the problem area. They are aware of alternative solutions, chances of success, and costs that the organization may incur if the problem is not solved. Experts can diagnose problems correctly and solve them satisfactorily within a reasonable time frame.However, human experts are expensive, and they may not be readily available. Expert systems are an attempt to mimic human experts (Turban, Rainer, Potter, 2001). The expert system begins by asking questions about the problem to be solved. When the needed information has been gathered (inputted by user), the system offers suggestions about how the problem can be solved (McEneaney, 1992). According to Wentworth (1993), expert systems differ from conventional programs in the way they store and use information. In a conventional program, the operations never vary as the programmer predetermines them. The conventional program contains precisely defined logical formulas and data, and if any data element is missing, the program will not run. The expert system, like the human expert, contains heuristic information and can function with incomplete information. 2.7.1 Components of Expert System An expert system is typically composed of at least three primary components. These are the inference engine, the knowledge base, and the working memory (Wikibooks, 2010). An expert system, also known as knowledge-based system, uses the knowledge and experience of experts to solve problems in a reasonable period of time. Human experts solve problems by using their factual knowledge and reasoning ability. In the other hand, an expert system uses its knowledge base and inference engine to perform a similar task. Figure 2.1 shows the main components in an expert system. The knowledge base supplies specific facts and rules regarding a domain, while the inference engine offers the reasoning ability that allows the expert system to make conclusions. The user interface is the medium between the expert system and the user. An expert is someone who has the ability to achieve a specific task efficiently by using his or her skills, experience, and knowledge in a specific domain. 2.7.1.1 Knowledge Base Expert systems are based on human knowledge and reasoning patterns (Wikibooks, 2010). The knowledge base an expert uses is what he learned at school, from colleagues, and from years of experience. The more experience he has, the larger his store of knowledge. Knowledge allows him to interpret the information in his databases to advantage in diagnosis, design, and analysis (Edward and Robert, 1993). This knowledge must be extracted from a human expert by a specialized knowledge engineer. Knowledge engineers ask the expert questions about his knowledge and his reasoning processes, and attempts to translate that into Rafflesia Species in Malaysia Identification Rafflesia Species in Malaysia Identification INTRODUCTION 1.1 BACKGROUND STUDY There are a number of unique plant types in the world which are on the brink of extinction, or are so extremely limited in range. For example the beautiful palms such as the Talipot Palm (Corypha elata), Johannis teysmannia in Sarawak and Malaya, and also Livistona in West Sumatra. The largest flower in the world, Rafflesia arnoldii and related species, are going to vanish unless more nature reserves are created for such remarkable plants in Sumatra, Borneo, Java, and the Philippines. Rafflesia is a genus of flowering plants that is made up of 23 known species. The best known of these species is Rafflesia arboldii which has the distinction of being the worlds largest flower, reaching a diameter of about three feet. The genus Rafflesia gets its name from Sir Stamford Raffles, the founder of the British colony of Singapore (Walter et al., 1998). Rafflesia is a unique plant because of its dimensions unlike other flowers. This circumstance makes it widely known. It is also become an icon for conservation especially of the rain forest area. The rarity creates interest among nature lovers, tourists and the general public. The fact that some species may be in the brink of extinction alarms conservation groups. Its little-known biology and reproductive ecology spurs the interest of botanists and ecologist (Nais, 2004). Rafflesia is also thought to be one of the rarest of all plant genera which is only found in Borneo, Sumatra, Java, Peninsular Malaysia, Thailand and the Philippines. 1.2 PROBLEM STATEMENT Malaysia is very fortunate for being one of the habitats of Rafflesia. But unfortunately, all of the known species of Rafflesia are threatened or endangered. In Malaysia the Rafflesia is only a Totally Protected Plant by law in Sarawak. In Sabah and Peninsular Malaysia it is only safeguarded by laws when found in protected areas like National or State Parks. In 2002, 44 out of the 83 Rafflesia flowers found in Sabah were outside of designated conservation places (Sabah Travel Guide, 2004). Eight out of the 23 known species of Rafflesia can be found in Malaysia, most of them in the jungles on the island of Borneo. Some species of Rafflesia are endemic species. That means these species are native and can be found only in that location. For example, Rafflesia tengku-adlinii seems to be endemic to Sabah only while Rafflesia tuan-mudae endemic to Sarawak only. Because the Rafflesia is only found in specific areas and its locations often difficult to reach, and because it only blooms for a very short time, its life cycle or the methods of pollination and seed dispersal is very unclear. This makes the appropriate methods to conserve it quite difficult to be found. Other than that, in Peninsular Malaysia flower buds are still sold as traditional medicine. The buds are seen as a sign of fertility, and are given to help mothers recover after birth. The over collection of these buds has not helped with conservation efforts but further drastically reduced the number of Rafflesia in the wild, accentuating the problem the alarmingly fast transformation of jungles into palm oil plantation creates (Sabah Travel Guide, 2004). The Rafflesia is a delicate plant that relies on an intact environment and as such is naturally extremely vulnerable to deforestation and development. Conservation must be done to protect this species from extinct. The expert system may help the user to identify the Rafflesia species in Malaysia. By using an expert system, the user may gather information about approaches to conserve the Rafflesia. 1.3 RESEARCH OBJECTIVES There are some purposes for this research. The main objectives of this research are: to identify the Rafflesia species in Malaysia based on their physical characteristics. to develop an expert system which help the public to recognize the Rafflesia species in Malaysia. to verify system performance in order to make it applicable to the real world. 1.4 SCOPE OF STUDY The scope of this research is mainly about the Rafflesia flower and the approaches to conserve it. This research also about the system named an expert system which using Macromedia Dreamweaver 8. The system is the tool or mechanism which contains all collected information, recommendation and opinion from many expertises and also results from so many researches done. The target users of this system are tourists, publics, nature lovers and also those who interested in conserving the Rafflesia plant. The system that will be developed will provide the public about the Rafflesia species in Malaysia as well as the approaches to conserve the Rafflesia. By using an expert system, it would easier the public to access about this endangered plant. 1.5 THESIS ORGANIZATION This thesis consist of five chapters; introduction, literature review, methodology, results and discussion and conclusion. Chapter 2 is about literature review. This chapter includes the Rafflesia characteristics, the diversity and habitat of Rafflesia, identification of Rafflesia species as well as treats and conservation of Rafflesia. Introduction of expert system also included in this chapter. Expert systems typically have three basic components; a knowledge base, an inference engine and user interface. Chapter 3 is about methodology. This chapter contains the development stage of expert system for Rafflesia species identification. There are five stages in developing an expert system which are task analysis, knowledge acquisition process, prototype development, expansion and refinement and lastly verification and validation. Chapter 4 is about the result and discussion. This chapter consists of the architecture of the system and also the flow in the developing system process. This research is using an IF-THEN rule in form of asking question to the user. Chapter 5 is about the conclusion. This chapter consists of conclusion for overall of this research. It includes the expert system technology, the prototype development of expert system and the recommendation to make the system move effective and also ways to improve it. CHAPTER 2 LITERATURE REVIEW 2.1 INTRODUCTION The Rafflesia is one of the most magnificent flowers ever known to the botanical world. It is such a big flower with odd appearance, exceptional, rare and also mysterious. It is also immense scientific and public interest. Rafflesia in bloom has been described as simply awesome (Nais, 2001). This chapter will discuss about Rafflesia characteristics, diversity, habitat, species identification as well as treats and conservation of Rafflesia. 2.2 RAFFLESIA CHARACTERISTICS In general, Rafflesia flowers consist of five leathery petals that are orange in colour and mottled with cream-coloured warts (Attenborough, 1995). The flower also has no leaves, stem or roots. The dramatic Rafflesia flowers are the largest single flowers in the world; the leathery petals can reach over 90 centimetres across (Attenborough, 1995). Rafflesia is a parasite that depends completely upon its host which supplies nutrients and water to the flower. These host plants are vines of Tetrastigma spp., and the Rafflesia plant is itself not visible until the reproduction stage when flowers first bud through the woody vine and then open into the magnificent spectacle that is world-renowned today (Nais, 2001). Most flowers in the genus give off and smell of rotting flesh, hence the local called it the corpse flower. When in bloom, the flower displays its five fleshy petals or so called perigone lobes. The diameter of the various species of Rafflesia flower ranges from approximately 20 cm to a record diameter of 106.7 cm (Meijer, 1985). Other than that, the unique part of this giant flower is the flowers can take up to ten months to develop from the first visible bud to the open bloom, which may last from 5 to 7 days only. Currently 17 species of Rafflesia are recognised and these mainly differ in the morphology of their flowers (Nais, 2001). There is a deep well in the centre of the flower containing a central raised disc raised that supports many vertical spines (Attenborough, 1995). The sexual organs are located beneath the rim of the disk, and male and female flowers are separate (Attenborough, 1995). 2.3 RAFFLESIA DIVERSITY There are 23 completely known species and 4 incompletely known species of Rafflesia as recognized by Meijer on 1997. Table 3.1 shows the known species of Rafflesia and Table 3.2 shows the unknown species of Rafflesia as recognized by Meijer on 1997. 2.4 RAFFLESIA HABITAT Rafflesia is restricted to the western part of the phytogeographical region of Malesia, which is known as the Sunda shelf (Nais, 2001). The region is floristically distinct, with a clear boundary from surrounding region (Steenis, 1950). Table 2.3 shows the genus distribution in their landmass location. Number in parentheses denotes the number of Rafflesia species present in each area. Book of Rafflesia Magnificent Flower of Sabah by Kamarudin Mat Saleh (1991) A total of 23 names of Rafflesia species have been published between 1821 and 1988 (index Kewensis, 1994). Six of the names are now considered synonyms, and a further four have inadequate type material and are treated as insufficiently known species (Meijer, 1997). The western most extension of Rafflesia is Acheh District, Sumatra, followed by the Ranong Province in Thailand, about 5 km from the Myanmar border (Meijer Elliot, 1990; Banziger, 1991; Elliot, 1991; Banziger et al., 1993). The eastern limit is Mount Apo Timur and at Gunung Dadum in Eastern Sabah (Nais, 2001). The northern most limits are at Mount Makiling, Los Banos Province, on Luzon Island in the Philippnes (Madulid Agoo, 1996), and the southern limit is the province of Java, Indonesia. The distribution of Rafflesias genus is shown in Figure 2.1. 2.5 IDENTIFICATION OF RAFFLESIA SPECIES The first description of the morphology of Rafflesia was made by Robert Brown (1821, 1835), who provided a detailed and meticulous description and illustrations of the male and female flowers of Rafflesia arnoldii (Nais, 2001). The taxonomy of Rafflesia is based entirely on the floral morphology (form and structure) of the flower with most emphasis on the outer appearance. The current species delimitation of Rafflesia is based on eight major characters. These eight variable characters are listed below (Nais, 2001) and the radial section of Rafflesia flower drawn by Yong Ket Hyun, after Meijer 1985 are shown in Figure 2.2. Size (diameter of open flowers varies from 15 cm in R. manillana to nearly 1 m in R. arnoldii); Diameter of the diaphragm aperture (ranging form 3-9 cm in R. micropylora, to about 20 cm in R. arnoldii); Number of disk processes (from none in R. rochussenii to 20-60 in R. arnoldii); Size and number of white spots (called blots, specks or warts) on the perigone lobes and diaphragm (from few to large in R. hasseltii to numerous and small in R. arnoldii); Number and size of the windows on the inside or lower surface of the diaphragm (3-5 rings of round spots in R. micropylora, seven rings of round spots in R. kerrii, or five rings of elongate oval spots in R. pricei) Number of anthers (from about 15 in R. manillana to 40 in R. arnoldii); Structure and length of ramenta, and position of their occurrence (from short and more or less postulate in R. manillana to up to 12 mm long in R. micropylora; in R. schadenbergiana, ramenta occur on the undersite of the diaphragm; ramenta in various species may have apices branched or unbranched, swollen or crateriform); and Number of annuli at the base of the perigone tube and column, all species has either 1 or 2 (for example, 2 in R. pricei). In this research, the focus is on the Rafflesia species in Sabah, Sarawak and Peninsular Malaysia only. There are eight species of Rafflesia can be found around Malaysia which is four species (R. azlanii, R. cantleyi, R. hasseltii and R. kerrii) located in Peninsular Malaysia, three species (R. tengku-adlinii, R. keithi and R. pricei) can be found in Sabah and four species (R. tuan-mudae, R. pricei and R. keithii) in Sarawak. 2.5.1 Rafflesia cantleyi Solms-Laubach Rafflesia cantleyi was named after M. Cantley, curator of the Singapore Botanic Gardens in 1880 to 1886, who collected the type specimen in 1881. This species was described by H. Graft Solms-Laubach based on a collection made by M. Cantley in 1881. Rafflesia cantleyi has open flower dimension from 30 to 55 cm in diameter. Its perigone lobes are up to 14 cm long and 18 cm wide. It has 6 to 8 whitish warts in radial and lateral directions, about 10 in the basal row. The diaphragm opening is 4 to 8 cm across and rounded shape or sometimes angular. It has 5 concentric rings of oval white blots. Its ramenta is 2 cm long in upper type while middle and lower type is 10 to 12 mm longs, or sometimes branched, almost all with swollen apices. Its number of anthers is from 20 to 25 and this species can be found in Peninsular Malaysia only (Perak, Kedah, Perlis, Selangor, Kelantan, Terengganu, Pahang and Tioman Island). Figure 2.3 shows the picture of Rafflesia cantleyi. 2.5.2 Rafflesia hasseltii Suringar Rafflesia hasseltii was described by Suringer in 1879 from discovery in Central Sumatra. R. hasseltii has an open flower dimension from 35 to 50 cm in diameter. It has 10 to 13 cm long and 14 to 17 cm wide of perigone lobes. It has whitish-pinkish blots across and large size of blots ranging from 5 x 3 to 10 x 1 cm. The clear contrast of snow white blots on bright brick-red background easily distinguishes this species from others. Its window is whitish or pale yellowish with a dark brown zone near the rim and the compound ramenta near the attachment point of the diaphragm gradually become white blots (window) on the lower part of the diaphragm. The R. hasseltii ramentas upper type is toadstool-like compound ramenta which gradually becoming the white blots of the windows. While for middle and lower type is generally linear with swollen apices. The number of anthers is 20 and this species can be found in Sumatra, Peninsular Malaysia and Borneo and its altitudinal distribution is from 4 00 to 600 m. Figure 2.4 shows the picture of Rafflesia hasseltii. 2.5.3 Rafflesia keithii Meijer Rafflesia keithii was named after Harry G. Keith, the former Conservator of Forests in British North Borneo or nowadays called Sabah, Malaysia. This species was described by Willem Meijer in 1984. Rafflesia keithii has an open flower dimension from 80 to 94 cm in diameter. The perigone lobes are 10 to 12 cm across at the median of the lobes but sometimes it has six-lobed. Its colour is numerous white warts with dense, more or less of the same sizes. The diaphragm opening is normally 5 concentric of white warts in about 40 radial rows, each surrounded by a dark red-brown margin. Its window has 5 to 6 rings of large, white blots, those nearer to the rim merging. The ramenta for upper type is 5 to 6 mm long which often fascicled (in bundles) middle and for lower type is solitary and only some with a swollen head. Rafflesia keithii always has 40 numbers of anthers. This species can be found only in Borneo with 250 to 940 m of altitudinal distribution. Figure 2.5 shows the picture of Raff lesia keithii. 2.5.4 Rafflesia kerrii Meijer Rafflesia kerrii was named after A.F.G. Kerr, Thailands first Government Botanist, who collected the specimen from which the specimen was described. This species was described by Willem Meijer in 1984. Rafflesia kerrii has an open flower dimension of 50 to 70 cm in diameter. It has 13 to 20 cm long and 19 to 24 cm wide of perigone lobes. Its colour is dull red with brownish tinge and have numerous and scattered warts with 3 to 4 mm space between them. The size of warts for R. kerrii is the smallest compared to other species. The diaphragm opening ia about 12 to 17 cm across and have upper face with 3 to 4 concentric rings of white spots surrounded by a dark red margin. The characteristics for its window are bright white in colour with roundish to elliptic blots and up to 10 mm of diameter. This species of Rafflesia has ramenta that mostly unbranched and only slightly swollen at apex. Its anthers consist of about 26 to 31. The distribution of Rafflesia kerrii is surrounding Thailand a nd Peninsular Malaysia which at attitude from 500 to 1000 m. Figure 2.6 shows the picture of Rafflesia kerrii. 2.5.5 Rafflesia pricei Meijer Rafflesia pricei was named after William Price, a honourary plant collector for the Royal Botanic Garden, Kew, who collected this species along the trail to the Mamut Copper Mine. This species of Rafflesia was described by Willem Meijer in 1984. Rafflesia pricei can only be found in Sabah only. It has 16 to 45 cm of opening flower dimension. It has 40 to 80 raised whitish spots (warts) surrounded by brick-red background. The spots range from 1 to 4 cm in length and the surface is minutely rugolose giving a matted appearance while the red background is densely papillose (Beaman at al., 1988). The diaphragm opening is about 5 to 6 cm in diameter and the diaphragm has 4 to 5 irregular rings of white spots smaller than those of the perigone lobes, surrounded by brick-red areas that grade into the cream-white background, the inner edge has a narrow white margin with a continuous reddish-brown area just outside the white rim (Beaman et al., 1988). The R. pricei has 4 to 5 concentric rings of large white window panes or blots and contracting with the bright red background. The interior of the perigone tube from the base of the tube to the lower edge of the diaphragm is lines with wine-red ramenta. The upper type (near the diaphragms opening) is about 2 to 6 long while middle type (near the insertion of the perigone lobes) is about 4 to 6 cm long and the lower type (near the base of the perigone tube) is about 6 to 7 mm long. The number of anthers for R. pricei is 20. Figure 2.6 shows the picture of Rafflesia pricei. 2.5.6 Rafflesia tengku-adlinii Mat Salleh Latiff Rafflesia tengku-adlini was named after Tengku Datuk (Dr.) Adlin Tengku Zainal Abidin, a keen naturalist and conservationist in Sabah who facilitated the documentation of the species after its recovery. This species was described by Kamarudin Mat Salleh and A. Latiff Mohamed from a specimen collected at Mount Trus Madi, Sabah in the year of 1989. R. tengku-adlinii is endemic species to Sabah only at altitude 610 to 800 m. Its opening flower dimension is about 20 to 25 cm diameter while its perigone lobes are 7 to 12 cm long and 12 to 16 cm wide. The colour of R. tengku-adlinii is bright to dull orange throughout with warts throughout the upper surface except near the diaphragm opening. The diaphragm opening is up to 12.5 cm wide and about 3 cm in diameter. It has no windows and the lower diaphragm covered with ramenta. The ramenta occurs right up to the opening of the diaphragm with 3 to 5 cm long, apices swollen, upper, middle and lower types all have fine bristles. The number of an thers for this species is 20. Figure 2.8 shows the picture of Rafflesia tengku-adlinii. 2.5.7 Rafflesia tuan-mudae Beccari Rafflesia tuan-mudae was named after Mr. Carlo (Charles) Brooke Tuan Muda of Sarawak. This species wasfirst collected from Mount Pueh, Sarawak, from which specimen the species was described by Beccari in 1868. Rafflesia tuan-mudae also is an endemic species. It only can be found in Sarawak. The opening flower dimension can reach from 44 to 92 cm in diameter. The numbers of perigone lobes is usually 5, sometimes 6 (at Gunung Gading National Park, Sarawak (personal observation), or even 7 (in Cagar Alam Gunung Raya Pasi (Zuhud et al., 1998). The colour of R. tuan-mudae is much like R. keithii, but it only has 5 to 8 warts across the median. The diaphragm opening is from 15 to 18 cm and the number of anthers is unknown. Figure 2.9 shows the picture of Rafflesia tuan-mudae. 2.5.8 Rafflesia azlanii Latiff M. Wong Rafflesia azlanii is endemic species to Peninsular Malaysia only at altitude 150 to 400 m. Its opening flower dimension is about 38 to 50 cm diameter while its perigone lobes are 9.5 to 10.5 cm long and 12 to 14.5 cm wide. The colour and pattern of R. azlanii is large and continuous (not all like R. hasseltii) whitish warts with brick-red background. The diaphragm opening is from 4.7 to 5.5 cm in diameter. During an early stage of blooming, the open diaphragm is about 7 cm and when the flower bloom fully, the open diaphragm become wider up to 18 cm. The flowers window is large whitish scattered of warts. The ramenta for upper type is 6 mm long while for lower type is 4 mm long. The number of anthers for this species is unknown. Figure 2.10 shows the picture of Rafflesia azlanii. 2.6 THREATS AND CONSERVATION Rafflesia is one of the most threatened and also one of the rarest plants in the world. The existence of this prodigious flower is precarious and it will eventually become extinct without active conservation efforts. 2.6.1 Threats Rafflesia are inherently rare as a result of a number of factors of their life cycle; they have a double habitat specialisation, as they can only successfully parasitise particular species and these species in turn are found only in specific habitats (Nais, 2001). In addition to this factor, there is an extremely unbalanced sex ratio in the Rafflesia flowers observed, with many more male than female flowers (Nais, 2001). Flower buds have a high level of mortality and only 10 to 18 percent go on to bloom, these only lasting for a few days; the chances of a male and female flower being in bloom at the same time in a close enough vicinity to be pollinated is therefore extremely slim (Nais, 2001). In addition to these inherent factors, there is widespread habitat destruction within much of the rain forested area of Southeast Asia and Rafflesia buds are also collected for traditional medicine to treat fertility problems, in parts of their range. 2.6.2 Conservation The tropical rain forest is the most threatened environment and has experienced the greatest loss of species during our lifetime (Lucas Synge, 1981). Human disturbance is one of the factors that result great loss of this natural habitats and species. Under the present circumstances, Rafflesia appears to be one of the genera approaching extinction (Nais, 2001). Therefore, the tropical rain forest and all their inhabitants must be the main focus in conservation efforts. 2.6.3 Conservation Status of Rafflesia The World Conservation Union, IUCN (1984, 1988, and 1997) established five main categories to highlight the conservation status of species: Extinct (no longer known to exist in the wild) Endangered (species that have a high likelihood of becoming extinct in the near future) Vulnerable (species that may become endangered in the near future because populations are decreasing in size throughout the range) Rare (species that have small total numbers of individuals, often due to limited geographical ranges or low population densities) Insufficiently known (species that probably belong in one of the preceding categories but are not sufficiently known to be assigned to a specific category). The conservation status of Rafflesia can only be reliably assessed by acquiring and analyzing extensive field data of each species. These data include the distribution and the characteristics of sites, rarity and reproductive ecology. The conservation status of all Rafflesia species based on current knowledge which is from published account recognized by IUCN (1997), present analysis using the WCMC/IUCN classification of Conservation Status and present analysis using the IUCNs new Categories of Conservation Status are shown in Table 2.4. 2.6.4 Approaches to Conserve Rafflesia There are two approaches can be taken according to Nais (2001). One of the approaches and also the best conservation approach for any species is in situ (or on site) conservation which mean leaving it to grow wild in its original habitat. In situ conservation is usually more effective than other approaches because natural condition often impossible to duplicate artificially. In situ conservation strategy of Rafflesia involves: i) Protection inside established Conservation Areas One of the major problem to conserve the Rafflesia is because so many tourist eager to pay homepage to existing Rafflesia sites, cause massive trampling, even to level where some populations are trampled to extinction. The mechanisms to control over-visitation are inadequate, and the infrastructure to minimize its impact is not well developed. One way to avoid trampling is by constructing boardwalks or walkways over Rafflesia population. In addition, Rafflesia sites outside conservation areas need to be made available for tourists, thus reducing the pressure for population within conservation areas (Nais, 2001). ii) Designating New Conservation Areas It may not be possible to make each Rafflesia site become conservation areas. A more plausible strategy is to synergize the Rafflesia cause with other issues, such as the protection of forests for water catchment, total habitat and biodiversity conservation, and also for nature tourism development (Nais, 2001). This may allow larger area to be conserved to protect their habitat and also their population. iii) Protection of Sites in other Areas Many Rafflsia locations are outside the protected areas which within the land belong to the indigenous community. Cooperation from the landlords is very important in order to conserve the Rafflesia. By doing opening sites for tourism is one viable conservation solution and apart from that, it also can generate income for the landowners. The second approach is by doing ex situ conservation. Ex situ conservation (sometimes referred to as off-site conservation) is the conservation of plants away from their natural occurrence [Given (1994) cited in Nais (2001)]. This approach includes conserving whole plants or plants in botanical garden and gene banks, as well as using laboratory techniques such as tissues culture for their propagation and preservation. Bringing Rafflesia into cultivation has always been appealing. Its cultivation would important not only for its conservation, but also as an important step towards utilization of the plants for ecotourism purposes (Nais, 2001). Prior to the success by Nais et al. (in press, 2000), many researchers had unsuccessfully tried various methods and techniques of ex situ propagation of Rafflesia. These attempts have included efforts to grow Rafflesia by way of seed insertion into host plants and the translocating of Tetrastigma plants with Rafflesia buds (Nais, 1997; Nais Wilcock, 1999). Similar cattempts conducted by various other people have also not been successful, for example: seed germination, tissues culture of Rafflesia and grafting of infected host plants into uninfected ones (Ghazally, 1991; Latif Mat-Salleh, 1991; Zuhud et al., 1998). These failures have initially led some researchers to believe that ex situ cultivation possibly may never be a viable option for the conservation of Rafflesia species (Meijer, 1997) until Nais et al. achieve successful in 1999. 2.7 EXPERT SYSTEM AS A SOLUTION Artificial Intelligence (AI) is a branch of computer science that is principally concerned with using computational models to understand how humans think (Tanimoto, 1987). Major research areas include expert systems, search methods, knowledge representation, logical and probabilistic reasoning, learning, natural language understanding, vision, and robotics (Cohen and Feigenbaum, 1982). The most successful application of Artificial Intelligence so far is the development of Decision Support System (DSS), particularly expert system, which is a computer program that act as a consultant or advisor to decision makers (Generation5, 2005). According to Turban Aronson (2001), an expert system is a system that uses human knowledge captured in a computer to solve problems that ordinarily require human expertise, or, a computer program that can solve problems in a specific area of knowledge (the problem domain) as well as a human expert (OKeefe et al., 1987), or, that automates tasks that are normally performed by specially trained or talented people (Shannon et al., 1985). Usually when an organization having problem to solve and have to make critical decision, they often turn to consultants or experts seeking for advice. These experts or consultants have specific knowledge and experience in the problem area. They are aware of alternative solutions, chances of success, and costs that the organization may incur if the problem is not solved. Experts can diagnose problems correctly and solve them satisfactorily within a reasonable time frame.However, human experts are expensive, and they may not be readily available. Expert systems are an attempt to mimic human experts (Turban, Rainer, Potter, 2001). The expert system begins by asking questions about the problem to be solved. When the needed information has been gathered (inputted by user), the system offers suggestions about how the problem can be solved (McEneaney, 1992). According to Wentworth (1993), expert systems differ from conventional programs in the way they store and use information. In a conventional program, the operations never vary as the programmer predetermines them. The conventional program contains precisely defined logical formulas and data, and if any data element is missing, the program will not run. The expert system, like the human expert, contains heuristic information and can function with incomplete information. 2.7.1 Components of Expert System An expert system is typically composed of at least three primary components. These are the inference engine, the knowledge base, and the working memory (Wikibooks, 2010). An expert system, also known as knowledge-based system, uses the knowledge and experience of experts to solve problems in a reasonable period of time. Human experts solve problems by using their factual knowledge and reasoning ability. In the other hand, an expert system uses its knowledge base and inference engine to perform a similar task. Figure 2.1 shows the main components in an expert system. The knowledge base supplies specific facts and rules regarding a domain, while the inference engine offers the reasoning ability that allows the expert system to make conclusions. The user interface is the medium between the expert system and the user. An expert is someone who has the ability to achieve a specific task efficiently by using his or her skills, experience, and knowledge in a specific domain. 2.7.1.1 Knowledge Base Expert systems are based on human knowledge and reasoning patterns (Wikibooks, 2010). The knowledge base an expert uses is what he learned at school, from colleagues, and from years of experience. The more experience he has, the larger his store of knowledge. Knowledge allows him to interpret the information in his databases to advantage in diagnosis, design, and analysis (Edward and Robert, 1993). This knowledge must be extracted from a human expert by a specialized knowledge engineer. Knowledge engineers ask the expert questions about his knowledge and his reasoning processes, and attempts to translate that into