Building the 787 Essay Example for Free

Building the 787 Essay Boeing is an Aerospace science company and is the worlds most leading aerospace science company and is the largest manufacturer and producer of commercial and military aircrafts. Boeing creates and produces rotorcraft, electronic and defense systems, missiles, satellites, launch vehicles and advanced information and communication systems. A little known fact about Boeing is that they are a major services supply to NASA and Boeing helps to operate the International Space station. Boeings main corporate office is located in Chicago, Illinois and employs over 158,000 individuals throughout countries all over the world. Boeing also outsources some its manufacturing business to national and foreign countries. The main assembly hub is located in Washington at a place called Everett plant. Unlike other traditionally built jetliners, the 787 is about 20 percent lighter which saves fuel and lowers overall cost of travel because the jet is made of nearly 80 percent composite material. Along with the new lighter sleeker look, the 787 was redesign with better headroom, larger windows and electronics in the passenger cabinets as well as the flight deck. While this new undertaking seems to be business as usual, Boeing was actually changing the way it now built aircraft. Bousch (2010, December) said it best when he stated, with the 787, Boeing set out to do something revolutionary by tapping suppliers not only for materials, parts, and components, but also innovation. And in doing so, it set out not only to bring a new platform to market as quickly as possible, but also, ironically, to reduce business risk by reducing its dependence on its own operations. The newly developed 787 was to be first aircraft from Boeing manufactured almost exclusively through outsourcing. Almost 70 percent of the plane’s parts were built in other countries. According to Hill (2011), this was Boeing’s gamble that outsourcing would contribute to the huge costs of production while utilizing the expertise of worlds most efficient producers thereby driving down the costs of making the plane (p. 564). Additionally, Boeing thought that outsourcing the planes components would help reduce planes normal develop time of six years to four while building brand awareness and sales in the countries where manufacturing was performed. Boeings’ Risks associated with Outsourcing While Boeing had plenty of cost-cutting reasons for outsourcing nearly 70 percent of the 787 aircrafts manufacturing to 17 contractors in some 10 countries, I’m not sure the risk associated with such a huge amount of outsourcing was truly evaluated by Boeings management. This change in philosophy was evident by the fact that in the company’s past production of Boeing models 777, 767 and 707 some of its components were outsourced to companies around the globe, but not in any of those models was more than 50 percent sent to outside manufacturers. Nevertheless, the initial response to the 787 was tremendous. Mike Blair, Vice- President and General Manager of the 787 program declared, as July 31, 2007, 47 customers worldwide have ordered more than 683 airplanes worth more than $110 billion dollars at current list prices, making the 787 Dreamliner the most successful commercial airplane launch in history. And there’s more to come! (Aeromagazine (2007), p. 4). Those po sitive sentiments from Boeing didn’t last very long. Boeings’ efforts to be leaner and â€Å"cut out the fat† cause them to rely to heavily on key components to be delivered by outsourced contractors and suppliers. By December 2007, Boeing was starting to question its move to global outsourcing. Boeing’s most fierce competitor Airbus had already suffered from problems with delays due to outsourcing when it produced the Airbus A380 Super-Jumbo. With the company now experiencing breakdowns within the supply chain, final preparation and assembly was ultimately impossible. Boeing realized that it was more difficult than expected to navigate so many different suppliers and get required components to its assembly plant within a specified time to complete assembly. Scott Carson, Boeings executive vice president of commercial airplanes, put it succinctly: â€Å"It has simply proved to be more difficult than we anticipated to complete the structural work on the airplane out of sequence in our Everett, Washington factoryâ⠂¬  (Teresko, 2007, p. 1). As delays mounted, Boeing had to finally admit that the weak link in the production of the Dreamliner 787 was its global outsourcing. There were issues from the start that the public never knew about. Boeing overestimated there ability to have proper oversight over contractors. Some suppliers, outsource there work to other suppliers and some had difficulty getting approval and licensing to manufacture there products. The risk that Boeing took was one that could have backfired based on the fact that delays are continuing and in the end, this outsourcing relationship of manufacturers and supply chain management could whine up costing the company more than money. Is Boeing giving up its competitive advantage by outsourcing its core components to suppliers across the world? One would question whether this choice to outsource so much of its design and components and technology to the Japanese will eventually even the playing field. Newhouse (2007) claims that â€Å"Boeing developed much of the materials, manufacturing processes, tooling, tolerances and allowances, and other design features, which are then transferred to suppliers in Japan, Italy and elsewhere. Over time, institutional learning and forgetting will put the suppliers in control of the critical body of knowledge, and Boeing will steadily lose touch with key technical expertise† (p. 4). Newhouse goes on to say that Japanese suppliers are acquiring so-called core competences, hence giving up its competitive edge by outsourcing major parts of the Boeing 787 (p.4). Whatever the opinion, only time will tell if this systematic change of having suppliers and there governments absorb the financial risk will undoubtedly by the rise or fall of Boeing as the world foremost leader in commercial aircraft. Managing the Globally Dispersed Supply Chain By mid 2008 the Boeing 787 had out sold the Airbus A380 by almost 400 orders. The Boeing flagship aircraft was order by more than 50 airlines with orders totaling 857 worth more than 144 billion dollars. These orders, originally schedule to be delivered for May 2008 were now being pushed back to the end of the year due to what Boeing called delays in dealing with its global supply chain which have affectively crippled there assembly lines. It appears that Boeings undertaking was more than just attempting to change the assembly and supply chain processes but it attempt at changing the materials in which aircraft are made seemed daunting enough. The delays appear to be due in part because the supply chain had so many suppliers and contractors trying to protect their own financial investment that all parties eventually suffered from continued delays and wound up risking profits. The continued changing and late delivery dates inevitably cost Boeing and its suppliers billions of dollars. After almost three years the Boeing 787 is still missing its self imposed deadlines for deliveries. According to Cohan (2010), Boeing has missed deadline after deadline with the 787 program – six times over the last two-and-a-half years-and it now looks poised to do so for a seventh time (p.1). Scott Hancher, the Boeing 787 programs third director, seems incline to blame the delays on instrument changes and suppliers inability to properly install parts for the tail-wing. Regardless of his accusations, the 787 still needs to be tested by the Federal Aviation Administration (FAA) before there is any certification. Not all of blame is on the contractors and suppliers. Boeing knew that they were embarking on unprecedented ways to produce commercial aircraft and there engineers should have developed software that could predict how the aircrafts composite materials would hold up under the normal stresses of air travel. This inability to predict the safety of the plane caused problems with cracks in the plane and delays imposed by the FAA until they issues were resolved and the aircraft deemed safe for passenger travel. Boeing now appears to making the anticipated changes by taking on more work and responsibility to the supply chain in order to effectively manufacture and produce the 787 aircraft to the specifications of the FAA. In 2009 Boeing brought its Dreamliner operations from two of its suppliers that were said to have had the most problems along the supply chain. This change has stepped up production of parts because other suppliers have realized the financial drawbacks and possible lost of contracts. This has prompted quicker responses and resolutions that have fixed the flaws in the manufactured products. Boeing in there attempt to be innovative and to create a new market forgot that there largest competitor Airbus was continuing to grow its market and create opportunities from Boeings mishaps. We can only hope that Boeing follows Airbus as the second major aircraft developer to increase restrictions on contractors and require that they only outsource a small portion of work to Asian countries in an attempt to develop partnerships for production and possibly development. McInnes (2008) was correct when he asserted that with a consortium of EADS (owners of Airbus) and Northrop Grumman winning a 40 billion dollar order from the United States government to build 179 refueling aircraft for the US Air Force, Boeing could do good with just getting the 787 certified and get on with deliveries as soon as possible (p.4). Is Boeing’s Outsourcing essentially sending American Jobs Overseas? The question about outsourcing has many Americans worried that jobs are being shipped overseas where labor is cheaper. Boeing the world’s largest commercial aircraft producer has made outsourcing its primary means for development of its groundbreaking commercial aircraft, the Boeing 787 Dream-liner. In an unprecedented move, Boeing decided to outsource nearly 70 percent of the development and component manufacturing to suppliers and contractors around the world. With its primary assembly plant in Seattle, Washington area, Boeing and its employees are worried that this trend will continue and cost many of them their jobs. In a recent Seattle-Post Intelligencer poll, 80 percent of the pollsters thought that outsourcing overseas will hurt the economy in the long-term. Americans have reason to worry, it’s not none how many jobs have been lost overseas thus far but its believed that over 2 million service jobs will be lost in the next decade or so. According to Cook and Nyhan (2004), Perhaps no player in the local economy has sent more jobs overseas than Boeing.Skip navigation The company makes no excuses for sending work to South Africa, Italy, China, Russia and other far-flung parts on the globe and the company argues it has no choice. It must build planes with fewer and more productive workers to remain competitive (p.2). In an effort to cut cost and look for the best manufacturers and engineers at there craft Boeing feels there move to outsourcing was inevitable because it is the future of airplane development. This effort to compete has forced the hand on over 40,000 employees that have lost there jobs at Boeing since 2001 and have benefited countries like China and Russia where we seen as many as 5,000 new jobs created for engineers and those with aerospace technologies and manufacturing skills. Though opinion will continue to be varying when it comes to outsourcing, Boeings’ says the company is committed to a stab le workforce. He believes the red-hot success of the Dream-liner 235 firm orders so far goes a long way to validating the new outsourcing strategy. Without the ability to reduce the planes overall development costs and be able to sell at prices comparable to older jetliners, success would be far less assured (Holmes, 2006, p. 4). The approach by Boeing has caused much concern but for now has been profitable with the huge orders for the 787 Dream-liner. The true test will be when be when supply chain again fails to be dispersed efficiently and the cost increase with the manufacturing of an aircraft. Will this cause the destabilization of the American workforce? Will it decrease Boeings new dependency on using outsourced foreign technologies and manufacturing? These questions will not be answered until there is another downturn in which large companies again turn to outsourcing in an effort to reduce production cost to stay competitive. Reference Blair, M. (2007, August). Building the dream: Boeing 787.retrieved from: http//boeing.com/commercial/aeromagazine.com Cohan, P. (2010, July). Boeing 787 delays: will the seventh missed deadline be the last? Daily Finance. Retrieved from: http://www.dailyfinance.com/story/company- news/boeing-787-delays Cook, J. and Nyhan, P. (2004, March). Outsourcings long-term effects on U.S. jobs at issue. Seattle PI Business. Hill, C. (2010). International Business, 8th Edition. Irwin/McGraw-Hill/MBS. Holmes, S. (2012). Boeings Global Strategy. Bloomberg Business. Retrieved from:http://www.businessweek.com/magazine/content/06_05/ Newhouse, J. (2007, March).Boeing Versus Airbus: Flight Risk, Outsourcing Challenges. Retrieved from:http://www.cio.com/article/29096/Boeing_Versus_ Airbus_Flight_Risk_Outsourcing_Challenges_?page=3 Teresko, J. (2007, December). Boeing787: a matter of materials – special report: anatomy of a supply chain. Retrieved from: http://www.industryweek.com/articleid-15339showall=1 Boeing. (2010). History. Retrieved on August 24, 2012 from http://www.boeing.com/history/narrative/n001intro.html

GMS Contract :: essays research papers

The new GMS contract PCTs should consider how community pharmacists can be better engaged to help general practice meet the targets in the GMS quality framework and as an alternative provider of enhanced GMS services. In some cases, the core services proposed as part of the new pharmacy contract will actually ensure GP practices meet certain quality standards. The National Pharmaceutical Association (NPA) resource pack ‘A quick reference guide to the Quality Indicators in the new GMS contract’ describes the key quality indicators, what services community pharmacy can offer to support GP practices and examples of the published evidence base. This is available in the NPA section of DrugInfoZone at . The new pharmacy contractThe DH, the NHS Confederation and the Pharmaceutical Services Negotiating Committee (PSNC) are currently negotiating a new pharmacy contract which will be implemented during 2004 .The proposed framework for the new pharmacy contract is as follows:Essen tial servicesEssential services will form the core of the pharmacy contract and be provided by all pharmacies. These services include:DispensingFind out morewww.druginfozone.nhs.uk/ -------------------------------------------------------------------------------- Page 3 Vision’ contains clear signposts on the future direction of community pharmacy service development. For example it states that â€Å"Pharmacy is an integral part of the NHS family. We want to see pharmacists strengthening their contribution to the provision of high quality, patient centred NHS services.† ‘The Vision’particularly emphasises the role for community pharmacists in the public health agenda and medicines management, and stresses the importance of having a pharmacist on the PEC.‘A Vision for Pharmacy in the new NHS’ is available at . Full responses from the national pharmacy bodies are available at their respective websites atand A summary of responses to ‘The Vision’ is available at Proposals to reform and modernise the NHS (pharmaceutical services) regulations 1992 The Government is currently developing proposals for changes in the control of entry regulations.The key changes that PCTs need to be aware of (within the cu rrent DH consultation) are:Secondary legislation may introduce the concepts of â€Å"consumer choice and competition† within the definitions of necessary and desirable, which are used to judge pharmacy contract applications.Exemptions for pharmacies in shopping developments of over 15,000 square metres, those planning to open 100 hours per week and those who are â€Å"part of consortium to develop new one stop centres† may be given. However in relation to exemptions, an exemption may only be given if the pharmacy is going to provide a â€Å"full and prescribed range of services, appropriate to local needs, as determined by the PCT†.

How does Emily Bronte succeed in making Heathcliff remain to the reader a “likeable” character in Wuthering Heights?

Wuthering Heights first appeared in May 1846, but it was not the great success it is today, as the book did not sell many copies, following this Emily Bronte along with her sisters sent their novels and poetry along to publishing houses where it was published properly. They deceived the public at first by using pen names, because at that time women were not seen as intelligent or capable enough to write such a novel. The audience of this book would have been upper class, as they would have been the only people who could afford books, and also be able to read them. The public reaction to Wuthiering Heights were fairly mixed for example, these are extracts from magazines or newspapers at the time of Wuthering Heights publishing: New Monthly Magazine from January 1848 â€Å"Wuthering Heights by Ellis Bell is a terrific story† on the other hand: The examiner, 8 January 1848 â€Å"it is wild, confused, disjointed and improbable; and the people who make up the drama†¦are savages.† The law has changed considiberally from the time set in the book, and this is important when reading the book as Heathcliff's revenge revolves around the laws at the time reflecting how wrong they were, which results in Heathcliff an uneducated cuckoo with no money and no family ends up quite legally stealing and cheating his way into wealth and property as part of his revenge caused by the pain he inflicts. He did this quite cleverly through marriage and death, yet his cruel actions don't make the reader hate this disturbed man however much they should, and throughout this essay I will consider all of the various reasons why the audience warm to Heathcliff. As the story of Heathcliffs life begins Nelly Dean, the nursemaid at Thrushcross Grange, is telling it to a tenant – Mr. Lockwood. As a child Nelly Dean, the daughter of the Earnshaw's maid used to spend all her time at Wuthering Heights playing with the children. Mr. Earnshaw went away for a trip to Liverpool where on the streets he found the starving, dark skinned, Heathcliff and brought him home to Wuthering Heights, immediately the rest of the family were alarmed and didn't welcome him and the children rejected him from being in their company. Cathy warmed to Heathcliff quickly as did Mr. earnshaw and he became his favorite child. However Hindley did not and hated him which made him cruel to heathcliff this is where the reader really feels for heathcliff; a poor fatherless child rejected and bullied by half of his new family and yet never complained; â€Å"he would stand Hindley's blows without winking or shedding a tear, and my pinches moved him only to draw a breath and open his eyes, as if he had hurt himself by accident and nobody was to blame.† All this plays a part in the view of Heathcliff later on in the book. Growing up Heathcliff and Cathy were best friends, too fond of each other in fact, and when punishment was endured onto either of them it was for them to be separated. But longing to be with one another, one incident which changed this is when they both snuck out and went to thrushcross grange where the lintons lived they wound them up

Greed and Mass Media - 1197 Words

In today’s society, more people use mass media sources such as Facebook, Twitter, (Internet users—21%) and major news corporations like Fox, CBS, and NBC, etc. (Television viewers—55%) for their information on politics and government (Saad). People have this information twenty-four hours a day, right at their fingertips. While these are quick and seemingly easy sources, they are not always the best choices because media companies are not always giving out information with the public’s best interest at heart. There are a large number of companies that focus on how much money they will bring in. The media, therefore, has an essential duty to always be truthful but also a duty not to betray the trust put into it by society. The media’s need†¦show more content†¦People of all ages are exposed all day long, every day to â€Å"political values through the entertainment function of the media† (Berry, Goldman, Janda, and Schildkraut, 164). Whether or not the public views the media as biased, truthful, or in the middle, the media holds a bit more of a responsibly and obligation to society as a whole. Suppose one goes to a store, buys something, and takes it home, only find out it is a terrible product. It can always be taken back and they can buy a similar product somewhere else. With the media, it is not always that easy. The media is constantly dealing with educating the public on certain topics and, if given false or misleading information, the public will not always know to go to another source. It is the job of the media to play the role of â€Å"common-carrier,† meaning that they are the ones that are the direct line of communication from the government to the public and alternately the thoughts and feelings of the public towards the government (Berry, Goldman, Janda, and Schildkraut, 162). It would be nice to think that everyone can and will get their chance and fair share in owning companies and having s ome control over the media. This however is not likely. There are six main companies that are dominant forces in today’s mass media: Time Warner, Walt Disney, Viacom, Rupert Murdochs News Corp., CBS Corporation and NBC Universal. WhileShow MoreRelatedEssay about Book Review on â€Å"Where We Stand: Class Matters†1490 Words   |  6 Pagescircumstance for the privileged people with class power. I came to realize that whites of all class backgrounds seek to keep underprivileged non-white people in subordination to maintain their own class status. Hooks interprets it the victims of predatory greed and the victims of class genocide. This is contradictory to the positive images that Americans celebrate diversity and their virtue of equality. 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W. E. Duboiss Niagara Movement - 1193 Words

W.E.B DuBois, a well known civil liberties advocate, in his speech, Niagara Movement, illuminates the need for racial equality in America. DuBois’ purpose is to call white Americans to action, as well as highlight the effects of the African American’s white superiors excluding them from simple, constitutionally given, liberties. He adopts an authoritative tone in order to establish a feeling of guilt for the white people who determine the rights given to African-Americans. W.E.B DuBois convinces his audience that African-Americans should become equal on a social, economical and political level, through the use of emotional diction, reasonable ideas and a dominant tone. DuBois is able to create guilt and shame through his fierce diction†¦show more content†¦They are stealing African American’s liberties. He also indicates that America represents slavery rather than freedom due to the fact that 30% of the population in America is chained to slavery. By att acking Americans, and what they stand for, DuBois appeals to the audience s emotions. He gives them a feeling of remorse and culpability. It is important to create pathos foremost in the speech, because it attracts the audience’s attention, as well as tugging at their heart. Once the audience’s attention has been grabbed, DuBois can then move into establishing credibility and authority for his civil liberties movement. DuBois uses clear and logical ideas when listing his simple list of demands about the rights African-Americans should receive. He lists his points in a list of semi-detailed paragraphs which aids him in also establishing credibility, and in turn creating an authoritative persona. For example, he declares, â€Å"We want discrimination in public accommodation in public to cease,† he then gives himself credibility by explaining, â€Å"seperation in railway and street cars, based simply on race and color, is un-American, un-democratic, and silly† (DuBois 2). Again, DuBois refers back to the principles America’s founding fathers proclaimed when writing the Constitution; all men are created equal. This makes the white folk realize that in order to be â€Å"true Americans† they must follow the Constitution and give allShow MoreRelatedBooker T. Washington vs W.E.B. DuBois Essay1390 Words   |  6 Pagesfrom Harvard as well with cum laude and gained a second Bache lor’s degree. In 1909 W.E.B. DuBois was one of the co-founders of the NAACP (National Association for the Advancement of Colored People). DuBois was the leader of a movement called the Niagara Movement, this movement consisted of a group of African Americans who wanted equal rights for blacks. Washington had three jobs before becoming a teacher, which consisted of carrying sacks of grains to a plantation mill, working in a salt mine withRead MoreJean Booker T. Washington. B. Dubois1358 Words   |  6 Pagesof America (1935) (NAACP). 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Burghardt Du Bois was an African American activist, historian and sociologist who was born in Massachusetts (DuBois Bibliography Pg.2) He was educated at Fisk University and in Germany and subsequently received his Ph.D. from Harvard in 1895. (DuBoisRead MoreThe Life and Writings of W.E.B. DuBois Essay1684 Words   |  7 PagesW.E.B DuBois did not encounter any hardships or problems with racism, seeing this was what motivated him to want to make changes and educate black people on what is going on. As violence against blacks increased in the South throughout the 1880s, DuBoiss scholarly education was matched by the hard lessons he learned about race relations . DuBois gained racial consciousness and the desire to help improve conditions for all blacks, as soon as he started to experience firsthand racial hatred andRead MoreA Brief Biography of W.E.B. Dubois1448 Words   |  6 PagesW.E.B DuBois did not encounter any hardships or problems with racism, seeing this was what motivated him to want to make changes and educate black people on what is going on. As violence against blacks increased in the South throughout the 1880s, DuBoiss scholarly education was matched by the hard lessons he learned about race relations . DuBois gained racial consciousness and the desire to help improve conditions for all blacks, as soon as he started to experience firsthand racial hatred and heRead MoreThe Effectiveness of Martin Luther King Jr, as Opposed to Booker T. Washington, W.E.B. Dubois and Malcom X2045 Words   |  9 PagesThe Influence of One Man After slavery was abolished, African Americans worked to integrate into mainstream American society. During the twentieth century many African American civil rights leaders led the African American civil rights movement. All of them had different ideas and approaches to further improve the status for the African American individual in attempt to gain civil equality. The pioneer civil rights leaders of the twentieth century were Booker T. Washington and W.E.B. Dubois. TheirRead MoreArt or Propaganda? - a comparison between Alain Locke and W.E.B.Dubois5435 Words   |  22 Pagesdecadence. (Marable, M.. p 130) First I will give some basical facts about the Harlem Renaissance. In the main part I will show the opinions of A. Locke, who preferred arts, and W.E.B. DuBois, who was for propaganda. In point three I will write about DuBoiss life. After that I will show what he wanted in general. The last part of point three I will show why he was for propaganda. Therefore I analysed several of his works, especially his paper Criteria of Negro art. In point four I will introduce Alain

Personal Statement On Child Development - 1373 Words

Michelle Seiler 12/8/14 CD #2 Philosophy on Child Development 1) Why you have chosen to be in the field. Children in this field can develop a positive self-esteem, foster a love of learning, and develop important social skills. I choice the field of child development because preschool age children are eager to learn and a joy to teach. I enjoy creating developmentally appropriate activities for children. They enjoy a variety of activities and need to be guided through play. The qualities most preschoolers share are they love to take on roles such as a mommy, teacher, or other grown up role, they want to please the adults and they are learning to communicate their needs. Early childhood education research shows children who attend preschool programs are more likely to succeed in many things such as going to college, graduate high school, staying out of prison. Children will learn important social skills that may help them such as learning good manners at snack, raising their hand during circle time, and many other skills. I plan to further my ed ucation by reading books by child development experts, taking more child development classes/workshops and professional development workshops as needed. 2) Teacher qualities and responsibilities to children and their families. The five qualities all teachers share are they are nurturer, observer, faciliator, and an inquisitor. Teacher’s nurture children by caring for children and encourage their growth and development.Show MoreRelatedPersonal Statement : Child Development Essay1912 Words   |  8 PagesJackie Dennard, Child Development 1, Issue paper Issue Paper : Child Abuse I was just done talking over the phone with my beloved mother whose back in my home country, the Philippines. 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The Angry Black Woman Free Essays

I am deeply interested in why Black women are received and portrayed as both â€Å"angry† and â€Å"strong† Black Women. It may seem inexplicable that a respected black woman educator would stamp her foot, jab her finger in someone’s face and scream while trying to make a point on national television, thereby reconfirming the notation that black women are irrationally angry. When confronted about race and gender, as a black woman I stand in a crooked room. We will write a custom essay sample on The Angry Black Woman or any similar topic only for you Order Now I have to figure out which way is up. Bombarded with warping images of humanity, I sometimes tilt and bend to fit the distortion. From the single mother who complains about child support to the first lady of the United States, it seems like Black women of all ages and classes have been accused of either being â€Å"angry† or too â€Å"strong† at some point in life. For centuries, the angry black female has been a pervasive stereotype in the United States. You may have heard the term â€Å"Angry Black Woman Syndrome (ABSW)†. Angry Black Woman Syndrome is not only the dynamics between black woman and black men. It is definitively not an official clinical diagnosis or anything. The attitudes behavior of some black women, by some can best be described as a word that starts with â€Å"b† and rhymes with the word â€Å"itch†. Angry Black Woman is just as inescapable today as it was during the slave era. Melissa Harris-Perry, suggests that anger is still one of the most ubiquitous stereotypes faced by black women in modern society. In a recent Super Bowl commercial, Pepsi was criticized for perpetuating this negative perception by depicting a black woman kicking, shoving and punishing her husband for cheating on his diet. America’s first lady had to address the stereotype: In a recent television interview on CBS, Michelle Obama denied the â€Å"angry black woman† depiction of herself that emerged in some coverage following the release of The Obama’s, a book by Jodi Kantor. Mrs. Obama defended herself by saying instead that she is â€Å"merely a ‘strong’ woman†. By calling herself â€Å"strong† is she somehow trying to overcompensate for feelings of shame? Although many may think that the Angry Black Woman is a white supremacist myth, they are wrong. In fact, it is a regularly revived and recreated perception in the Black community. The anger black women have is something that ignites strong feelings among black women. The idea of the angry woman is particularly recreated by African-American men who have an interest in displaying Black woman as emasculating or overbearing or angry as a means of basically controlling. Preconceived ideas of black women as dominant and assertive may hurt when it comes to romantic relationships. Yes, there are black women that need to seriously check themselves – particularly black women who think it is cute to be bitter, argumentative, man-hating, and generally feels angry. She is that woman that frowns or rolls her eyes when smiled at, brands all men as being â€Å"dogs† or â€Å"no good† and she is that woman that thinks it is necessary to curse out another female if she bumps into her in the store even after she has received a sincere apology. It is unfortunate that black women have attitudes and behaviors like this. It is this type of female that sometimes gets acknowledged as the representative for all black women. At the end of the day, the vast majority of black females do not suffer from Angry Black Women Syndrome. If you ask for what you want need or what you want, you are just an angry Black woman. If you do not ask for what you need and try to do everything on your own, however, you could then be labeled as a â€Å"strong† Black woman – a term that may sound like a compliment, but in reality contributes to a derogatory ideal that holds Black women back from progression. When black women respond to racism they are responding with anger; the anger of exclusion, of unquestioned privilege of racial distortions, of silence ill-use, stereotyping, defensiveness, misnaming, and of betrayal. Black women may have a well-stocked arsenal of anger potentially useful against those oppressions, personal and institutional, which brought that anger into being. Focused with precision it can become a powerful source of energy serving progress and change. —Audre Lorde, â€Å"The Uses of Anger: Women Responding to Racism† (1981). The emotion which accompanies the first steps toward liberation is, for most women, anger. Through the exercise strength may be gained. As a black woman I envisioned a new America in the 1990’s, anger may have been a vital political tool. I was provided new perspectives, new understandings of oppressive conditions that had previously remained unquestioned. I was introduced to my anger through relationships, through individual and collective political consciousness; because the angry black women had been theorized. Attention seemed to have been drawn to the anger of black women; it exposed knowledge that had been buried and speech that had been silenced. Anger was a link to previous suppressed histories, and a revolutionary coalition. I couldn’t believe—still can’t—how angry I can become, from deep down and way back, it sometimes feels like a five-thousand-years of buried anger. Every black woman in America lives her life somewhere along a wide curve of ancient and unexpressed angers, Audre Lorde observed. Only when women are able to feel anger, and then recognize, accept, and direct it towards the real enemy can an association occur. If black women can identify their sources of anger and analyze why they use it is a form of expression. Their anger may then be used as a paradigm for understanding the ways in which black women, at different historical moments, have responded to myriad forms of oppression. Even though, there is this long-lasting and unfair stereotype it is typically seen as a negative one, standing for abrasive brash and even ill-tempered, it is also consistent with qualities that is often associated with leadership, such as being decisive, aggressive and resolute. In a recent study conducted by Robert Livingston and Ella Washington of Northwestern University’s Kellogg School of Management, it was found that black women leaders who displayed dominant behavior when interacting with subordinates got more favorable reviews than their white female or black male counterparts who behaved the same way. In fact black women were evaluated comparable to white male leaders who display similarly dominant assertive behavior. Black people are proud; African Americans feel a sense of kinship with other Blacks with whom they can take pride in the accomplishments. The other side of racial pride is the underlying feeling of shame. Because we feel pride, about accomplishments of Blacks not related, we can also feel ashamed for failure, transgressions and misbehaviors. The ‘strong’ Black woman’ is a negative image of Black women. Black women are super-strong, hyper-competent; we do not have that many individual needs, we really can take care of others, and we can handle business. Despite the â€Å"angry† figure that some may try to replace with a â€Å"strong† image, Black women are not superhuman. We are not universally strong; we do sometimes feel weak and need help. Whether being labeled angry or strong, the biggest danger as a Black woman is when I began to think the labels were accurate, and began calling myself a â€Å"strong† Black woman. My goal is to recognize that labels are false. They are not indicative to who I am. I may be angry but I am not inherently angry. I am angry about something. So my anger has a meaning. It is not a personality trait. I may be strong enough to make it through difficult circumstances, but that is not because I have an inherent inborn capacity for strength – it is because I have very few other options except to be strong or be destroyed. 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