The Development of Racism Essay - 1259 Words

The Development of Racism Slaverys twin legacies to the present are the social and economic inferiority it conferred upon blacks and the cultural racism it instilled in whites. Both continue to haunt our society. Therefore, treating slaverys enduring legacy is necessarily controversial. Unlike slavery, racism is not over yet. (Loewen 143) Racism can be defined as any set of beliefs, which classifies humanity into distinct collectives, defined in terms of natural and/or cultural attributes, and ranks these attributes in a hierarchy of superiority and inferiority (Blum 5). It can be directly linked to the past and still, centuries later, serves as a painful reminder that race continues to be one of the sharpest and deepest†¦show more content†¦A hierarchy of entire human groups developed. These groups were distinguished inherent characteristics, generally by physical appearance. Colonialism led to the classification of otherness. Others, meaning those peoples, who werent of European descent, were viewed as both religiously and culturally inferior. Europeans were now able to rationalize the enslavement and genocide (Chromsky 135) of the Native American savages in part because they were not Christians. In 1610, natives who were once referred to as ingenious, industrious, and quick of apprehension, were then described in the 1640s as being sloathfull and idle, vitious, melancholy, [and] slovenly (Loewen 124). By enslaving the native population, Columbus and the colonials of America were able to quickly and easily exploit the land. Whites would not allow Native Americans to acculturate because they were always regarded as aliens (Loewen 130). Indian slavery led directly to African slavery: the first blacks imported there, in 1638, were brought from the West Indies to be exchanged for Native Americans from Connecticut (Loewen 107). The first Europeans to come to the Americas were responsible for the earlyShow MoreRelatedThe Issue Of Racism : A Great Showing Of Development And Advancement Over Generations Essay2349 Words   |  10 PagesHistory has proven that humans have an inability to get out of their own way. When one considers the atrocities and painful terror that our world has seen from our own inhabitants, the question of development and purpose comes into play. For credit, humans are intelligent beings that have stood at the top of the totem pole as dominant figures in nature. Having the ability to birth children, solve complex problems, adapt to various situations, and build better environments to survive are all aspectsRead MoreRacism And The Australian Human Rights Commission1626 Words   |  7 PagesRacism, wherever it occurs, has damaging effects. It can be defined as the belief that all members of each race possess characteristics or abilities, especially so as to distinguish it as inferior or superior to another race (Oxford dictionary). It can occur on individual, internal,or institutional levels, and it can be either subtle or obvious (Jones,2000). Research confirms that racism is still prevalent in today’s society, in 2013 the Australian Human Rights Commission received a 59 per cent increaseRead MoreRacial Identity By Dr. Beverly Tatum1141 Words   |  5 Pageschildren’s racial identity development wrote the text Why Are All the Black Kids sitting Together in the Cafeteria? After receiving a letter from a school principal in New Jersey applauding her on her reason of why, in racially mixed schools all over the country, Black kids were still sitting together in school cafeterias. In the text Tatum shares her thoughts about the development of racial identity faced by the African American population and how it is interrelated to racism at the turn of the twentiethRead MoreRacism Essay852 Words   |  4 Pages Racism Term Report Caprice Mancilla CD 208 Dr. Sigala RACISM Racism is the belief that a particular race is superior or inferior to another, that a person’s community and moral traits are established by his or her characteristics. Racial separatism is the belief, most of the time based on racism, that different races should remain separate and apart from one another.Racism has existed throughout human history. It may be described as the hatred of one person or by one anotherRead MoreTraditional Practices And Other Cultural Beliefs1748 Words   |  7 Pagesto play a key role in ruining people’s dreams. Raised in a society that sticks to its traditions means that one has to fight the battle of cultural norms and requirements of the modern society. Patricia Cardosa brings out issues of family values, racism and social expectations of women in the film ‘Real Women have Curves’. In the film, women are required by society or their families to fulfill specific family values against their wish. On the other hand, Villanuev a raises similar issues in his autoethnographyRead MoreWhy Are All The Black Kids Sitting Together Essay1293 Words   |  6 PagesBlack Kids Sitting Together in the Cafeteria?† , Beverly Daniel Tatum, explores the identity of racial development in the United States. She analyzes the definition of racism as well as the development of racial identity. Along with these topics she in turn offers possible solutions to racial problems that plague us today. Tatum uses David Wellman’s definition of racism to set up the way racism is talked about in this book, however I mildly disagree with this definition.While I disagree with thisRead MoreBlack And White Racism : Racism1189 Words   |  5 PagesWhite Racism Introduction For a long time, racism has occurred as a controversial and hotly debated topic in the American society. Racism has infiltrated the way individuals behave, think, and act in different capacities. It is a grievous insult in referring somebody to as a ‘racist’. Black Americans have accused whites, the nation’s ethnic majority for racism, whereas whites have also accused blacks of racism. Widespread uncertainty, disagreement, and confusion concerning the subject of racism haveRead MoreBeverly Daniel Tatum Ph.D. Is An Expert On Race Relations1258 Words   |  6 Pagesrelations and the development of racial identity. Tatum guides her readers through racial identity and major ideas and concepts regarding race. Throughout the book readers will better understand the racial dynamic of their everyday lives, along with suggestive actions toward a more equitable world for all. The following paragraph gives a summary of the book, breaking it down into the IV parts containing ten chapters. Part I A Definition of Terms: Chapter one ‘Defining Racism’ defines common andRead MoreThe American Dream : An Unfortunate Nightmare1235 Words   |  5 Pages The American Dream: An unfortunate Nightmare Institutionalized racism: the big elephant in the room. By definition, institutionalized racism is â€Å"Any action, intentional or unintentional, that is based on race or skin color and that subordinates an individual or group based on skin color or race is racism† says professor Vernellia R. Randall( cite). Institutionalized racism exist in ever facet of our society. They’re many cases where a decision was made based on someones race. For example: discriminationRead MoreQuestions On American Political Development1308 Words   |  6 Pages1. *American Political Development (APD) / *Fifth Republic American Political Development- a growing subfield of American politics with important links to other fields of political science. Fifth Republic- the fifth and current republican constitution of France. An example of (APD) is them wanting more for themselves and less for everyone else. An example of fifth republic is just a presidential parliamentary form of government that had to prove themselves of not being weak due to a weak president

Short Story - 1597 Words

â€Å"Mom, why is Dawn here,† Brynn complained. â€Å"Because, she loves you guys and she begged to come.† said her mom. Dawn smirked as Brynn’s mom finished her sentence. â€Å"I just couldn’t wait to see you guys!† says Dawn with a sly smile plastered onto her face. Then she got into the car and sat in the middle so that Brynn and I couldn’t sit next to each other. â€Å"Dawn,† said Brynn, â€Å"Move over.† Dawn didn’t budge. â€Å"Move over, please?† bribed Brynn. But Dawn still held her ground and just would not move over. Brynn’s mom was acting like she paid no attention. â€Å"It’s okay Brynn,† I said, then I whispered quietly so that Dawn wouldn’t hear, â€Å"We can go to my house tomorrow.† The rest of the ride, we stayed silent. I was glad because I had a lot going†¦show more content†¦When I get to my room, I plunge into bed and fall asleep. Soon, it is morning and I look at my phone to find a text message from Brynn. It said: Meet me at The Rock at 10:00. I rush down stairs to find my mom looking at the back of a pancake box while stirring batter. â€Å"Mom,† I say surprised, â€Å"Are you making pancakes?† â€Å"Yes,† she replies, â€Å"I think I’m going to get this one down!† Her self-confidence makes my self-confidence go up. I really hope Brynn and I find Camilla! After a couple minutes, the pancakes are finished and topped with butter, syrup, chocolate chips, and a puff of whipped cream. They look delicious and I can’t believe they are a breakfast food! She brings them to the table and they gleam with deliciousness. She sets the plate in front of me and I am ready to dig in. I take a bite. They are super fluffy, light, and buttery! They are by far the best pancakes I have ever had. I scarfed down the pancakes in a couple of minutes and so does Mom. â€Å"Mom,† I say , â€Å"Cooking may be your thing!† â€Å"You think so?† she says. â€Å"Of course! Though I already had two meals, I think you could become a world class chef!† â€Å"Thanks Aleah,† she smiles and then takes my cleared plate and walks over to the sink. â€Å"I’m going to get dressed and brush my teeth because I have to meet Brynn at 10:00,† I say. â€Å"What for?† she asks. â€Å"Oh, we are going to find Camilla.† â€Å"You and that dog.Show MoreRelatedshort story1018 Words   |  5 Pagesï » ¿Short Stories:  Ã‚  Characteristics †¢Short  - Can usually be read in one sitting. †¢Concise:  Ã‚  Information offered in the story is relevant to the tale being told.  Ã‚  This is unlike a novel, where the story can diverge from the main plot †¢Usually tries to leave behind a  single impression  or effect.  Ã‚  Usually, though not always built around one character, place, idea, or act. †¢Because they are concise, writers depend on the reader bringing  personal experiences  and  prior knowledge  to the story. Four MajorRead MoreThe Short Stories Ideas For Writing A Short Story Essay1097 Words   |  5 Pageswriting a short story. Many a time, writers run out of these short story ideas upon exhausting their sources of short story ideas. If you are one of these writers, who have run out of short story ideas, and the deadline you have for coming up with a short story is running out, the short story writing prompts below will surely help you. Additionally, if you are being tormented by the blank Microsoft Word document staring at you because you are not able to come up with the best short story idea, youRead MoreShort Story1804 Words   |  8 PagesShort story: Definition and History. A  short story  like any other term does not have only one definition, it has many definitions, but all of them are similar in a general idea. According to The World Book Encyclopedia (1994, Vol. 12, L-354), â€Å"the short story is a short work of fiction that usually centers around a single incident. Because of its shorter length, the characters and situations are fewer and less complicated than those of a novel.† In the Cambridge Advanced Learner’s DictionaryRead MoreShort Stories648 Words   |  3 Pageswhat the title to the short story is. The short story theme I am going conduct on is â€Å"The Secret Life of Walter Mitty’ by James Thurber (1973). In this short story the literary elements being used is plot and symbols and the theme being full of distractions and disruption. The narrator is giving a third person point of view in sharing the thoughts of the characters. Walter Mitty the daydreamer is very humorous in the different plots of his dr ifting off. In the start of the story the plot, symbols,Read MoreShort Stories1125 Words   |  5 PagesThe themes of short stories are often relevant to real life? To what extent do you agree with this view? In the short stories â€Å"Miss Brill† and â€Å"Frau Brechenmacher attends a wedding† written by Katherine Mansfield, the themes which are relevant to real life in Miss Brill are isolation and appearance versus reality. Likewise Frau Brechenmacher suffers through isolation throughout the story and also male dominance is one of the major themes that are highlighted in the story. These themes areRead MoreShort Story and People1473 Words   |  6 Pagesï » ¿Title: Story Of An Hour Author: Kate Chopin I. On The Elements / Literary Concepts The short story Story Of An Hour is all about the series of emotions that the protagonist, Mrs. Mallard showed to the readers. With the kind of plot of this short story, it actually refers to the moments that Mrs. Mallard knew that all this time, her husband was alive. For the symbol, I like the title of this short story because it actually symbolizes the time where Mrs. Mallard died with joy. And with thatRead MoreShort Story Essay1294 Words   |  6 PagesA short story concentrates on creating a single dynamic effect and is limited in character and situation. It is a language of maximum yet economical effect. Every word must do a job, sometimes several jobs. Short stories are filled with numerous language and sound devices. These language and sound devices create a stronger image of the scenario or the characters within the text, which contribute to the overall pre-designed effect.As it is shown in the metaphor lipstick bleeding gently in CinnamonRead MoreRacism in the Short Stor ies1837 Words   |  7 PagesOften we read stories that tell stories of mixing the grouping may not always be what is legal or what people consider moral at the time. The things that you can learn from someone who is not like you is amazing if people took the time to consider this before judging someone the world as we know it would be a completely different place. The notion to overlook someone because they are not the same race, gender, creed, religion seems to be the way of the world for a long time. Racism is so prevalentRead MoreThe Idol Short Story1728 Words   |  7 PagesThe short stories â€Å"The Idol† by Adolfo Bioy Casares and â€Å"Axolotl† by Julio Cortà ¡zar address the notion of obsession, and the resulting harm that can come from it. Like all addictions, obsession makes one feel overwhelmed, as a single thought comes to continuously intruding our mind, causing the individual to not be able to ignore these thoughts. In â€Å"Axolotl†, the narr ator is drawn upon the axolotls at the Jardin des Plantes aquarium and his fascination towards the axolotls becomes an obsession. InRead MoreGothic Short Story1447 Words   |  6 Pages The End. In the short story, â€Å"Emma Barrett,† the reader follows a search party group searching for a missing girl named Emma deep in a forest in Oregon. The story follows through first person narration by a group member named Holden. This story would be considered a gothic short story because of its use of setting, theme, symbolism, and literary devices used to portray the horror of a missing six-year-old girl. Plot is the literal chronological development of the story, the sequence of events

The Necklace By Guy Maupassant Essay - 1213 Words

In our everyday life the majority of us have to make decisions. These decisions vary from deciding to wear a pink flannel or a white blazer, to considering if the job offer at the local supermarket or the internship at Mercury is right for you. The short story,† How Far She Went† written by Mary Hood details a grandchild debating whether she should leave her house to find her freedom or stay with her detach grandmother. Similarly, the short story â€Å"The Necklace† written by Guy Maupassant, the protagonist named Madame Loisel suffers from an internal struggle to either keep dreaming of a higher social status or remain in her current social economic status. Likewise, Emilia Pardo Bazà ¡n short story â€Å"Las Medias Rojas† (The Red Stockings), the protagonist faces a dilemma to either stay with her abusive father or search for the American Dream. Indeed, in the trajectory of life an individual may face adversity of any magnitude, but ultimately it is our decisions that shape our lives. â€Å"How Far She Went â€Å"written by Mary Hood demonstrates how our decisions shape our lives, leaving us with a long lasting impact that makes us value. The short story describes a rebellious granddaughter who is tired of the quarrels with her grandmother and decides to leave her for some moto bikers. The moto bikers are older than her and they want to rape her. The grandmother although she does not demonstrate her affection towards her granddaughter, sense s danger and goes looking for her granddaughter.Show MoreRelatedThe Necklace By Guy De Maupassant863 Words   |  4 PagesThe short story â€Å"The Necklace† written by Guy De Maupassant, tells the story of a married couple who live an average lifestyle together in France—when one day everything in their lives changes due to a simple decision. The author aims to show the reader the power of decision making when faced to decide between needs, wants, honesty and untruthfulness a nd how every decision we choose to make affect our lives in ways we never thought possible. In the first few lines of the story, the narrator introducesRead MoreThe Necklace by Guy de Maupassant1034 Words   |  5 Pagesregret which Guy de Maupassant depicts throughout â€Å"The Necklace.† Guy de Maupassant, a French writer, born in 1850, was considered one of France’s greatest short-story writers. His writings were mostly influenced by the divorce of his parents when he was thirteen years old and by great writers such as Shakespeare, Schopenhauer, and Flauber. His parent’s divorce caused his stories to depict unhappiness of matrimony, deceit, miscommunication, and a profound misunderstanding (Maupassant, Guy de, 1850-1893)Read MoreThe Necklace by Guy De Maupassant1367 Words   |  6 Pagesâ€Å"Being Honest is Always Best† Telling the truth will always prevent future conflicts. Author Guy De Maupassant who lived from 1850 to 1893 proves in the story of â€Å"The Necklace,† that no matter how bad a situation is, speaking with the truth is always best. Now, this author does not prove this theme directly. Instead, throughout various situations in the story the main characters are faced with a long-term conflict because decisions were not made with honesty. Mathilde and Loisel who is her husbandRead MoreThe Necklace, by Guy de Maupassant791 Words   |  4 Pagescharacterized by other people. In â€Å"The Necklace† Mme. Loisel is a beautiful woman with a decent life, and a husband that loves her, and only wants to make her happy. She is not rich but she makes it along, she insists of a better, wealthier life. When her husband gets her invited to a ball, she feels the need for a brand new fancy dress and tons of jewelry. When the couple realizes they cannot afford jewelry as well, they searc h out to borrow her friend, Mme. Forestiers’ necklace. She comes to notice she noRead MoreThe Necklace, By Guy De Maupassant966 Words   |  4 PagesIn Guy De Maupassant’s â€Å"The Necklace,† Mathilde is a 19th century French woman who desires a wealthier lifestyle than she can acquire. She is completely indulged in the material possessions of life and is focused on the items she does not have rather than what she owns. It seems her happiness is entirely dependent on wealth and status. She neglects her husband and is never content with what he can offer. Eventually, Mathilde’s struggles of envy, selfishness, and materialism drive her to poverty.Read MoreThe Necklace By Guy De Maupassant1381 Words   |  6 Pagesstories are â€Å"The Necklace† by Guy de Maupassant and â€Å"The Secret Life of Walter Mitty† by James Thurber. â€Å"The Necklace† was about a materialistic woman who faced consequences because of her envious personality and â€Å"The Secret Life of Walter Mitty† was about a man who experienced daydreams randomly throughout the day. Although both short stories used literary elements, Guy de Maupassant utilized them for readers to understand and enjoy the story more than James Thurber. â€Å"The Necklace† was a short storyRead MoreThe Necklace By Guy De Maupassant934 Words   |  4 Pagesduring this time period was Guy de Maupassant, who wrote one of the most influential short stories of this century. â€Å"The Necklace†, written by Guy de Maupassant, illustrates elements of fiction such as the symbolism of the necklace because of Mme. Loisel’s desire to be rich, irony due to the twist ending, and a powerful theme. Firstly, the necklace Mme. Loisel borrows and her perspective symbolizes the desire she has towards being wealthy and important in society. Maupassant describes effectively theRead MoreThe Necklace By Guy De Maupassant1093 Words   |  5 PagesThroughout the short story titled â€Å"The Necklace† by Guy de Maupassant, it is clear that the main themes being stressed are pride versus greed, and that things are not quite what they appear. Each of these things are represented throughout the story in some way, whether it be using animated language or symbolism. It is also clear that background information clearly aided the development of the themes Maupassant incorporated throughout the passage. It is seen throughout the story that the main characterRead MoreThe Necklace, By Guy De Maupassant823 Words   |  4 Pagesbe totally unhappy, â€Å"She was a simple person without the money to dress well, but she was as unhappy as if she had gone through bankruptcy, for a woman have neither rank nor race†(Maupassant 7). Loisel s sorrow over wealth and fancy things puts a constant pain on her husband. In Guy de Maupassant short story â€Å"The Necklace,† Mathlide Loisel goes from being a materialistic, dishonest woman to becoming an honest, hard-working woman. At the beginning of the story, Mathlide Loisel is a raging, spoiledRead MoreThe Necklace By Guy De Maupassant1019 Words   |  5 PagesIn the short story of â€Å"The Necklace†, the author Guy de Maupassant is a creative and intriguing tale which reveals a person s dreams of a luxurious lifestyle with countless materialistic possessions. He has skillfully developed the story into a mystery which reveals itself at the end. The main point in the story is that materialism can distort your view of happiness and fulfillment. It is wrong to be materialistic to the extent that you disregard what you already have and lose everything. Mathilde

Impact of Social Media Free Sampless to Students

Question: Discuss about theImpact of Social Mediafor Contemporary Business Communication. Answer: Introduction Business Communication has taken huge leaps of evolution since the last twenty years. Communication modes that have been invincible at times have become obsolete in modern day communication. As life tends to be fast paced, face-to-face interaction is decreasing, with the advent of new technological advancements which include the internet, extensive use of the social media network, email, blogs, online paid advertisements and so on. The biggest game changers in the field of business communication are the Email and the social media networks like Facebook, Instagram, Twitter, LinkedIn, Skype, Pinterest, Google+, YouTube, and so on (Ward 2016). The common outcomes of contemporary business communication include high speed and low cost communication, enhanced market research, improved Public Relations campaigns, tapping into new customer bases, direct and customized product/service marketing, enhanced sales, better customer support and retention, embellished customer relationship managemen t and even attracting the best talents at work, ultimately aiming towards higher competitive advantage (Carroll and Buchholtz 2014). Changing Business Communication Practices A lot has changed in the last couple of decades when it comes to business communication. The modes of sharing information about a new product release have smoothened by the technological advancements. PR agencies and professionals may choose to communicate to millions of customers at the click of a few buttons. Blogs, Emails and Direct Messaging features have changed the long ornamental formal letters (Shwom and Snyder 2015). Marketers are able to communicate their messages through Facebook, Twitter, Pinterest and Instagram and reach out to new customers with their new or existing offerings, and even listen to their existing customers through these mediums. These practices ensure better customer relationship management and brands get to enjoy higher equities with a few clicks (Luxton, Reid and Mavondo 2015). Recruiters choose to attract the best of talents from the industry with the help of the second largest social network, LinkedIn and this reduces the cost and time required for th e process. Organizations use intranet and message portal applications to ensure smooth corporate communications and even interpersonal communication within the organization. Both corporates and start-ups rely heavily on social media to build a connection with their followers on social media so that the company gains further trust. Posting about social issues they are passionate about rather than posting new offerings is the trend in social media and social networks. Since Money never Sleeps, business houses cant afford to be in the regular nine to five working hours, rather they need to be in continuous touch with their followers at any time from any part of the world (Jussila, Krkkinen and Aramo-Immonen2014). Businesses in todays world find their customers and followers waking up to electronic devices in their hands, and thus companies may have to face a steep price if they choose to refrain from the digital world. Challenges of Business Communication in the 21st Century Though businesses are adopting fast to these changes of the 21st century in business communication, there are still many challenges that plague the entire process. Most of the time, individuals listen to someone only to reply, rather than understand the other person. This gives rise to the first realm of problems in business communication. Whether it be internal or external communication, listening qualities from front line managers to top level management are not yet up to the mark in many organizations, leading to conflict (Modaff, Butler and DeWine 2016). Workplace diversity helps in enhancing culture and divergent thinking, but it also poses to be a problem when it comes to communication. Verbal and non-verbal communication have different meanings all over the world. For example the thumbs up gesture is taken quite positively in Malaysia, a Muslim dominated nation, whereas the same gesture is considered to be a rude sexual signal in many Muslim dominated Middle Eastern countries. With the ongoing spree of globalization, businesses are engaging in activities across borders and oceans which often leads to communication problems across various time zones, business norms and etiquettes and most importantly different languages (Argenti 2015). Communication in the 21st century is even hindered by employees and teams who lack the training/provision to use various electronic devices to communicate their messages. For example a firm based in the U.S. may face communication difficulties with its outsourcing partner in Somalia which doesnt have access to laptops and smartphones. Though communication has received a great boost with the new technological advancements, it is often desirable to have face-to-face communication in order to better comprehend the aspects of non-verbal communication like kinesics, oculesics paralanguage, proxemics and so on (Esser and Hanitzsch 2013). Communication in social media and social networks is fast and has greater reach to the masses . Thus there is a high probability that an unwanted piece of communication may be all over a followers PC, before the organization is able to take it down from its profiles. Even the high level of communication from corporates and start-ups to their customers often lead to an extended Zeroth Moment of Truth (ZMOT) (Leeflang et al. 2014). It is during this time a customer thinks of all the buying options available to him and then makes the purchase. Social networking is thus instrumental to gain competitive advantage (Young 2014). Communication that is not face to face often gives rise to misinterpretation, confusion, lacks the emotion and even out of business context (Cornelissen 2014). Now, only a trained intrinsically motivated employee can settle down with the best communication channels as long as the budget allocation permits him to do so. Without capital budgeting and proper resource allocation, it is next to impossible to implement the sophisticated communication channels as employed by the market leader or a larger corporation. Case Study under Consideration - Burberry Amongst the various challenges faced by 21st century organizations, Burberry, a luxury fashion brand didnt waste much time to join the digital league and emerge out as a pioneer in the digitally transforming fashion industry. Former CEO Ahrendts and CCO Christopher Bailey were agile enough to spot the differences in the approach in traditional and digital shopping and was courageous enough to take the leap that would change the face of the industry forever (Skorobogatykh, Saginova and Musatova 2014). Burberrys long time legacy had been the iconic trench coat but it was losing the momentum and Bailey had spotted it. The agents in the organization were willing to make the shift to a new paradigm to leverage core business strategies and nurture core competencies. Leap of Faith - Strategies Adopted by Burberry In early 2006, Burberry got all geared up to take on the digital transformation and Ahrendts knew that digital strategy had to be Burberrys core strategy to sustain in the fads industry. The product had to be iconic, so choosing the trench coat to be at the cornerstone of the new paradigm shift was no coincidental move from the Chief Creative Officer Bailey. In early 2009, Burberry launched its own social networking site; the very first of its kind by a leading fashion house. By November 2009, Burberry was out with its Art of the Trench web page which had collaborations with ace bloggers and photographers including Scott Schuman. The website was designed to facilitate user generated content which included Burberry trench coat owners publishing pictures of themselves wearing their pride. Customers were provided the liberty to like and comment on their own as well as others images. To facilitate the sharing provisions, Burberry included the one touch call to action button which enabled users to share their content on Facebook, Twitter, Instagram and Pinterest instantly (Bass 2016). The highly collaborative strategies put the users, fans and the organization on the same pedal to enhance the customer shopping experience. Further, to have a stronger emotional bond with the millennials, a new campaign, Burberry Kisses was designed. It allowed the user to send virtual kisses to any loved one sitting at any other corner of the globe. Burberry had collaborated with Google Earth and Street View to understand the locations of their users better and bring to life the journey of the kiss travelling from one city of the world to another. It had been a whooping success story for the brand as kisses from more than 150 countries were delivered. In 2011, the brand used Twitter (Zhang, Xue and Burns 2015) and Instagram to reveal its 2012 clothing line collection and streamed the actual event on YouTube. The most out of the world shopping experience provided by Burberry was at its flagship store at Regent Street, London where the store used RFID chips to display customized product videos for customers who walked passed nearby LED screens. The customers were provided iPads to make a quick order and even help them be a part of the Burberry legacy. Burberry has extended the customized and relevant product video feature to its website, so that customers can have an unforgettable online shopping experience and get into the precious loyalty loop which promises greater revenues. The Dream Road to Success Being at the forefront of Omni-channel customer relationship and engagement, Burberry has proved to be immensely successful with its vibrant social media channels, website and brick and mortar stores. The paradigm shift to undergo the digital transformation and adopt the digital strategy as a core strategy provided Burberry the opportunity of tapping into a new segment of younger customers who felt associated with the brand given its social media and web presence. Believing that Content is King, use of open source tools like WebGL, CSS3 and HTML 5 combined with the complex operations of Machine Learning and Artificial Intelligence (Zhang, Xue and Burns 2015), maintaining high user engagement rates, recognizing the accurate KPIs have helped the brand increase its revenue by 68% from USD1650 Million to USD2750 within 4 years from 2011 to 2015 (Bass 2016). From the perspective of a business student, it was not its products that Burberry was trying to push to its buyers, but rather the p ursuit of providing its buyers, an unforgettable shopping experience was the driving force behind Burberrys success of being the pioneer in digital innovation in the fashion industry. References Argenti, P.A., 2015. Corporate communication. McGraw-Hill Higher Education. Bass, C., 2016. An exploration of the way consumers use digital media of luxury fashion brands to create value: A case study analysis of Burberry. Carroll, A. and Buchholtz, A., 2014. Business and society: Ethics, sustainability, and stakeholder management. Nelson Education. Cornelissen, J., 2014. Corporate communication: A guide to theory and practice. Sage. Esser, F. and Hanitzsch, T. eds., 2013. The handbook of comparative communication research. Routledge. Jussila, J.J., Krkkinen, H. and Aramo-Immonen, H., 2014. Social media utilization in business-to-business relationships of technology industry firms. Computers in Human Behavior, 30, pp.606-613. Leeflang, P.S., Verhoef, P.C., Dahlstrm, P. and Freundt, T., 2014. Challenges and solutions for marketing in a digital era. European management journal, 32(1), pp.1-12. Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), pp.37-46. Modaff, D.P., Butler, J.A. and DeWine, S.A., 2016. Organizational communication: Foundations, challenges, and misunderstandings. Pearson. Shwom, B.G. and Snyder, L.G., 2015. Business communication: Polishing your professional presence. Pearson. Skorobogatykh, I., Saginova, O. and Musatova, Z., 2014. COMPARISON OF LUXURY BRAND PERCEPTION: OLD (UK) VS. MODERN (RUSSIA) CONSUMERSPERCEPTION TOWARD THE BURBERRY BRAND. Journal of Eastern European and Central Asian Research, p.76. Ward, J., 2016. Keeping the family business healthy: How to plan for continuing growth, profitability, and family leadership. Springer. Young, A., 2014. Brand media strategy: integrated communications planning in the digital era. Springer. Zhang, R., Xue, S. and Burns, L.D., 2015. Investigation of Micro-blogging marketing strategy of Fashion brand: via big data and machine learning methodology.