Adorno and Horkheimers Dialectic of Enlightenment Essay -- Mythology

Adorno and Horkheimer's Dialectic of Enlightenment 'Myth is already enlightenment; and enlightenment reverts to mythology' (Dialectic of Enlightenment XVI) Adorno and Horkheimer's obscure and nihilistic text Dialectic of Enlightenment (DoE) is an attempt to answer the question 'why mankind, instead of entering a truly human condition, is sinking into a new kind of barbarism' (DoE, p.xi). The result is a totalising critique of modernity; a diagnosis of why the Enlightenment project failed with no attempt to prescribe a cure. This is achieved by a historical-philosophical study of the mythic world-view of animism and anthropomorphism and the Enlightenment attempt to dissolve myth through objectification and instrumental reason. DoE also uses Homer's Odyssey as a metaphorical interpretation of this historical change, where Odysseus is the prototype of the bourgeois man. This study reveals for Adorno and Horkheimer the failure of the Enlightenment project. Enlightenment has no claim to being less a myth than the mythology it failed to escape. This new myth is defined for them by the drive to dominate nature at the expense of alienation of man from nature and from his own inner nature. They follow the appearance of the subject as it is objectified alongside nature, and is dominated with it. The subject becomes an object and his intellect becomes instrumental, and all instinct and sensory experience that fails to be productive in the pursuit of domination is repressed, man becomes mechanized. They also assert that class domination is a direct and inevitable consequence of the attempt to dominate nature, and is therefore inescapable. Background to the text. Adorno and Horkheimer, members of the Frankfurt school in Germany, wrote DoE (which was completed in 1944) while Fascism, a kind of barbarism never seen before, was threatening Europe. They viewed this as the epitome of the self-destructive nature of enlightenment, the final evidence that it would never result in 'a truly human condition'. They wrote in the introduction to DoE that 'the indefatigable self-destructiveness of enlightenment†¦requires philosophy to discard even the last vestiges of innocence in regard to the habits and tendencies of the spirit of the age' (p.xi), hence the intensity of their critique. Being part of the Frankfurt school, Adorno and Horkheimer were influenced... ...kfurt school, does not accept Adorno's solution. He believes Adorno is being too nihilistic in [continued next page] allowing no way to escape instrumental rationality. Habermas's main philosophical project has been to resolve this problem, to allow for the possibility of substantive rationality (i.e. rationality that is not aimed at power and domination but, rather, validity) and, thus, to save the project of the Enlightenment. The result is a theory of open communication that is aimed at an 'ideal speech situation', that is, at a discourse not tainted by instrumental aims. Bibliography: Theodor Adorno and Maw Horkheimer: The Dialectic of Enlightenment (Verso: London, 1997). Theodor Adorno: Negative Dialectics (Routledge: London, 1990)  Ã‚  Ã‚  Ã‚  Ã‚   Jurgen Habermas: The Entwinement of Myth and Enlightenment: Re-reading Dialectic of Enlightenment, in Jay Bernstein (ed.): The Frankfurt School: Critical Assessments vol.3 (Routledge: London, 1994). Axel Honneth: The Critique of Power: Reflective Stages of Critical Social Theory (M.I.T: Boston, 1991). Gà ¶ran Therborn: The Frankfurt School, in New Left Review (ed.): Western Marxism: a Critical Reader (New Left Books: Norfolk, 1977).

Different Wars, Similar Outcome

Wars that lay buried in history and wars present in the world today unite through the most common and blatant reality of war: violence resulting in imminent death. Literature often presents different perspectives of these wars that ultimately tie together and bring forth the actuality of war. Timothy Findley's The Wars and Wilfred Owen's â€Å"Dulce et Decorum Est† present a precise example of different pieces of literature that connect through the common theme of war. The Wars and â€Å"Dulce et Decorum Est† offer the unconcealed and harsh violence of war and through vivid imagery, these authors depict life at war. Additionally, both of these works contain the four basic elements of life – earth, water, fire, and air – to reveal that these four basic elements can represent death as well. Moreover, the theme of appearance versus reality impacts both works profoundly through the ruthless truth of war as compared to the credulous beliefs of war. Through these ways, a novel and a poem unify to unveil the truth about war and convince audiences of the violent reality of warfare. The violent nature of war is visibly illustrated in both The Wars and â€Å"Dulce et Decorum Est†.Could Cold War Have Been Avoided? Death, the impending result of such violence, is an underlying theme that highlights both literary works and assists audiences in grasping the severe veracity of war itself. In Findley's The Wars, death assists in emphasizing the overall violence imprinted by the war. â€Å"Half an hour later, Rodwell wandered into No Man's Land and put a bullet through his ears. † (Findley, 135) Similarly, Owen's â€Å"Dulce et Decorum Est† incorporates death to underline the extreme violence caused by war, when in line 15 and 16, the author watches in his â€Å"helpless sigh [as] he plunges at [him], guttering, choking, and drowning. (Owen, 15, 16) The presence of violence is also evident in both works between characters and victims of war. Robert Ross, the main character from The Wars, experiences this violence firsthand when, alone and defenceless, he experiences the brutality of war through rape. â€Å"His legs were forced apart so far he thought they were going to be broken. Mouths began to suck at his privates. Hands and fingers probed and poked at every part of his body. Someone struck him in the face. † (Findley, 174) In Owen's poem, this brutality is described through the â€Å"white eyes† of the â€Å"writhing† victim of the war (Owen, 19). His hanging face, like a devil's sick of sin; if [one] could hear, at every jolt, the blood come gargling from the forth-corrupted lungs†¦ † (Owen, 20-22) This dramatic picture painted by both authors displays the terrible and violent effects of war as well as the fatal outcome violence trails behind. The violent results of war are represented through the use of the four elements of life in both works – earth, water, fire, and air. Both Findley and Owen describe the devastating outcome that these four elements that usually symbolize life can bring. Fire implies deep suffering and overall destruction in the battlefield, and as The Wars narrates, fire can become a damaging weapon. â€Å"The nights lit up with flames of a terrible new weapon†¦ it was something called a flame thrower†¦ fire storms raged along the front. Men exploded where they stood†¦ homes fell with their bones on fire†¦ She believed her country was being destroyed by fire. † (Findley, 131-132, 136) Likewise, â€Å"Dulce et Decorum Est† describes fire as â€Å"haunting flares† and as damaging â€Å"like a man in fire†(Owen, 3, 12). Fire, however, differs greatly from the earth, which embodies a trap in combat that slowly confines its victims. In The Wars, earth is portrayed as a grave in which its victims â€Å"drowned in mud. Their graves, it seemed, just dug themselves and pulled down. † (Findley, 70) Correspondingly, Owen's portrayal of soldiers crossing through this earth is a picture painted with hardships, violence, and suffering. â€Å"Bent double, like old beggars undersacks, knock-kneed, coughing like hags, we cursed through the sludge†¦ any had lost their boots, but limped on, blood-shod. † (Owen, 1-2, 5-6) Another element that forms a part of war is water and through Owen's depiction, audiences can see how this element can serve as a life-ending source. † As under a green sea, [he] saw him drowning. † (Owen, 14) The Wars also demonstrates that water can be a powerful element that is capable of engulfing completely its surroundings during times of conflict and war. â€Å"On either side, the ditches are filled with fetid water. Everything is waterlogged. Even bits of grass won't float. (Findley, 69) The final element used in both The Wars and â€Å"Dulce et Decorum Est† is air and in both works, this holds great value and significance. Owen illustrates that during war, air can serve as a deadly killer that tragically ends one's life. â€Å"Gas! GAS! Quick boys! – An ecstasy of fumbling fitting the clumsy helmets just in time†¦ through the misty panes†¦ I saw him drowning†¦ guttering, choking, drowning. † (Owen, 9-10, 13, 14, 16) The Wars also portrays the fatalities that the usual life-nourishing air can bring forth in times of fighting and loss. â€Å"The smoke from the brazier burned his eye s. He was fearful of the fumes from the coke. Men had died in their sleep down the line in a dugout with no ventilation. (Findley, 90) When all these four elements of life are brought together during times of tension and wars, they can slowly, painfully, and tragically end lives. As seen in The Wars and â€Å"Dulce et Decorum Est†, these elements possess enough power to kill the lives of many in just an instant in the battlefield, leaving behind nothing more than fallen corpses and overall suffering. Wars and battles signify great suffering along with substantial loss. Findley and Owen successfully represent these two major themes of war and more importantly, both works are able to illustrate the most unforeseen theme of war: appearance versus reality. Owen flawlessly exemplifies this theme by revealing the cold reality of war and the violence that is â€Å"obscene as cancer, bitter as the cud. † (Owen, 23) â€Å"Dulce et Decorum Est† brings forth the powerful message that the realities of war are far more destructive than thought by anyone before and if people knew of the unrestrained truth, â€Å"[they] would not tell with such high zest the old lie: dulce et decorum est pro patria mori. (Owen, 26-28) This saying, that it is sweet and right to die for your own country, is viewed as a lie to the author's eyes most likely because he knows the cruel reality of war and not the much talked about and happy reality of war. This happier reality of war is portrayed in The Wars through Robert and his desire to go to war, thinking it was an e scape. â€Å"Robert envied him because he could go away when this was over and surround himself with space. † (Findley, 19) What looked like an escape from the violent death of Robert's sister, however, was in reality a doorway to a brutal path of violence resulting in his own demise. The open space this character dreamed about became his prison and later on lead to his violent death. â€Å"There were flames all around him†¦ looking down at Robert after the flames had been extinguished, he was barely able to recognize that Robert had a face† (Findley, 192). Robert as well as the character in â€Å"Dulce et Decorum Est† both see the charm of war melt before their eyes and both come to the realization from first-hand experience the cruel realities of war. The callous reality of war is seen throughout the world, whether it is represented through present day wars or wars that complete part of history. Literature presents diverse viewpoints of war that unite through extreme violence resulting in significant deaths. Owen's â€Å"Dulce et Decorum Est† and Findley's The Wars portray ideal examples of literature connected through the lucid actuality of war. Both works provide a vivid and gruesome description of the massive violence perceived in war. This immense violence carried out in war is represented through the four elements of life – earth, water, fire, and air – which are characterized in the battlefield of each literary work as elements that represent death as well. Furthermore, the theme of appearance versus reality influences both The Wars and â€Å"Dulce et Decorum Est† intensely through the cruel truth of war as compared to the unsuspecting and naive beliefs of war. Overall, both literary works serve their purpose in depicting the horrid reality about war and both accurately portray the war in a way that audiences can clearly see the violent actuality of war. Unknowingly, these two pieces of literature connect and foil one another in the description of wars and their violent veracity.

In Praise of the F Word Essay

In Mary Sherry’s essay, â€Å"In Praise of the F Word,† the author encourages all parents and teachers to use failure as a form of encouragement. Sherry would like for them to use it as a way to motivate students to do better and want more when it comes to their education. What Sherry believes in is that the threat of flunking is a â€Å"positive teaching tool† (566). In Praise of the F Word by Mary Sherry Summary Mary Sherry in praise of the F  word uses a variety of examples to support her claim. The author’s main source of evidence used to support her claim was personal experience. Sherry shares with us her son’s senior year high school experience. He was not putting in the necessary effort needed in class and his English teacher, Mrs. Stifter was not willing to tolerate it. She then said to Sherry that she would flunk her son. Without having seen this type of approach before Sherry was flustered. Not once before had her son been threatened by a teacher like that, but she managed to agree with her approach in the end. Her son realizing he would fail and not graduate, made English class a priority and passed with an A grade (Sherry 565). One of the many night students that Sherry teaches said, â€Å"I was a good kid and didn’t cause any trouble, so they just passed me along even though I didn’t read well and couldn’t write,† this example shows that instead of the teacher using a method that gives her the power she needs, students do as they please without much effort. Sherry’s son was the type to get away with many things until now faced with the fear of failure. The greatest strength in Mary Sherry’s argument is the involvement of her night time students. I believe the things some of them had to say about their personal education experiences helped me fully understand and support Sherry’s claim. I have also personally heard people question their reasons for receiving their high school diploma, I have heard people say they never received a passing grade on an assignment but had a great relationship with the instructor, so they passed the course. The things that some of the students stated and experienced were examples of what I saw in my high school. I enjoyed the way the essay flowed, not a thing seemed to be randomly inserted and was easy enough to interpret. Lastly, I liked the way  Mary Sherry included her personal experience with her son, it was a way of demonstrating that situations where students are accustomed to simply sailing by are happening everywhere. The greatest weakness in the argument is the lack of a possible outside source. I would have liked to see numbers or a study conducted to see how many students have experienced situations where they didn’t have to do much to earn their diploma. I also think it would have been great to include other teachers’ perspectives on this subject and if whether or not they think it is a good idea to praise the F word. I think research could have made the essay a lot more reliable and persuade the readers even more. Overall, Mary Sherry presents her audience with a compelling and convincing argument. I believe she did an excellent job on persuading readers to agree to this form of teaching to help improve education by stating that, â€Å"students don’t put school first unless they perceive something is at stake in the end. They‘d rather be sailing† (Sherry 566). Sherry did a good job on repeating the need for having a fear of failure and having the threat of flunking as a positive form of teaching for students in a way to try and convince her readers.

Manipulation in Oryx and Crake Essay Example

Manipulation in Oryx and Crake Essay Example Manipulation in Oryx and Crake Paper Manipulation in Oryx and Crake Paper Manipulation in Orgy and Crake Manipulation may be a horribly effective word. Individuals have a tendency to utilize this move consistently to impel what they require in life. By misleading individuals or deceiving them into seeing a precise reason for read, individuals addition power. To skillfully utilize the office of control an individual ought to utilize someone elses shortcomings. By utilizing an individuals feelings against them, they will be controlled effortlessly. In the novel Orgy and Crake, many of the characters of uses these techniques virtually to realize their goals. Artistic gadgets like symbolism, clash, and imagery are utilized as a part of writing to pass on an exceptional intending to the reader. Regularly these gadgets are utilized to make a thought clearer, underline a point, or relate a knowledge to the reader. In her famous book, Orgy and Crake, Margaret Atwood uses arcane accessories to acquaint the theme and purpose of her book. Atwood makes frequent utilization of imagery to support her theme. Throughout the novel, we realize that the characters are indeed very manipulative and, in some ways, eager to have some power over someone else. Jimmy himself is to a certain extent a manipulative character. He knows how to use others to obtain what he wants. This is particularly true as to his relationships with women. Jimmy knows how to make them feel useful; he chooses sad women, delicate and breakable, women whod been messed up and who needed him. comforting them, he expects that a grateful woman would go the extra mile. (121 He also manipulates his mother in the sense that he wants to get a reaction from her, by any means, from making her laugh to making her cry. He wants her to feel something and manipulates her feelings until he gets what he wants. This is to the first time Atwood depicts a male character exercising power over women. Once more, Atwood uses conflict to support her theme. The diversions the two young men played in their initial youth are all centered around win ning an aggregate force upon the other and on controlling the other to achieve that objective. They all used parallel strategies: you had to see where you were headed before you got there, but also where the other guy was headed. Crake was good at that game because he was a master of the sideways leap. (47). It appears that control and the suspicion that one must have some force pond another person is embedded from right on time youth, however likewise that Crake as of now had a transcendence on Jimmy, playing recreations additionally in a general way treating him with prevalence and loftiness. He appears to make a moron of Jimmy, and this inclination contain joyously develops, alongside the novel, as Jimmy finds Crakes arrange and after that as he understands that Crake made him in charge Of his animals once mankind is destructed. Jimmys impression of being misdirected comes with the clear naivety he exemplifies. Manipulation would therefore be n implement for potent people to have power upon weaker people. In like matter, the theme manipulation is shown through Tattoos use of symbolism. Atwood uses the pills to display the affect that companies has over the citizens. By supplying the pills everyone thinks they take it to be healthy. Eave cant give people hope. Hope isnt ripping off! At Nonskid princes it is. You hype your wares and take all their money and then they run out of cash, and its no more treatments for them. (67). The company manipulates individuals by creating them to believe that they are sick, and retesting to cure them of something that doesnt they dont even have. The way that the organizations have aggregate control over the needs of individuals, over their longings and over what they purchase to satisfy them, demonstrates how compelling they are in the general public and how they can keep on creating without being addressed. The need to fit a model, the steady yearning for wellbeing, excellence, and even sexual claim is molded by these partnerships, making both the need and the arrangement. The force here lives in the way that the companies assemble the entire impact accessible in the public arena because of the framework that works around. In the novel, Orgy and Crake the theme manipulation is demonstrated through the utilization of symbolism, conflict, and imagery. Atwood passes on unique intending to the reader on various events all through her novel. Her gifted utilization of these devises underscores her principle focuses and frequently makes distinctive image in the reader mind.

How to Use Italian Definite Article Forms

How to Use Italian Definite Article Forms The Italian definite article (articolo determinativo) indicates something well defined, which is assumed to be already acknowledged. If, for example, someone asks: Hai visto il professore? (Have you seen the professor?) they are alluding not to any professor, but to one in particular, that both the speaker and listener know. The definite article is also used to indicate a group (luomo à ¨ dotato di ragione, that is, ogni uomo- man is endowed with reason, every man), or to express the abstract (la pazienza à ¨ una gran virtà ¹- patience is a great virtue); to indicate parts of the body (mi fa male la testa, il braccio- my head hurts, my arm), to refer to objects that belong strictly to oneself mi hanno rubato il portafogli, non trovo pià ¹ le scarpe- they stole my wallet, I cannot find my shoes), and is also used with nouns that signify something unique in nature (il sole, la luna, la terra- the sun, the moon, the earth) and the names of materials and matter (il grano, loro- wheat, gold). In certain contexts the Italian definite article functions as a demonstrative adjective (aggettivo dimostrativo): Penso di finire entro la settimana- I think Ill finish by the end of the week (or later this week); Sentitelo lipocrita!- Listen to him the hypocrite! (this hypocrite!) or a demonstrative pronoun (pronome dimostrativo): Tra i due vini scelgo il rosso- Between the two wines I choose the red, (the one thats red); Dei due attori preferisco il pià ¹ giovane- Of the two actors I prefer the younger (the one thats younger). The Italian definite article may also refer to individual members of a group: Ricevo il giovedà ¬- I receive it Thursday (every Thursday); Costa mille euro il chilo (or al chilo)- It costs a thousand euro a kilogam (per kilogram), or time: Partirà ² il mese prossimo.- Im leaving next month (in next the month). Italian Definite Article FormsIl, iThe form il precedes masculine nouns beginning with a consonant except s consonant, z, x, pn, ps, and the digraphs gn and sc: il bambino, il cane, il dente, il fiore, il gioco, il liquorethe child, the dog, the tooth, the flower, the game, the liquor The corresponding form for the plural is i: i bambini, i cani, i denti, i fiori, i giochi, i liquorithe children, the dogs, the teeth, the flowers, the games, the liqueurs Lo (l), gliThe form lo precedes masculine nouns that begin: with s followed by another consonant: lo sbaglio, lo scandalo, lo sfratto, lo sgabello, lo slittino, lo smalto, lo specchio, lo studiothe mistake, the scandal, the evicted, the stool, the sled, the enamel, the mirror, the office with z: lo zaino, lo zio, lo zoccolo, lo zuccherothe backpack, the uncle, the clog, the sugar with x: lo xilofono, lo xilografothe xylophone, the engraver with pn and ps: lo pneumatico, lo pneumotorace; lo pseudonimo, lo psichiatra, lo psicologothe tire, the collapsed lung, the pseudonym, the psychiatrist, the psychologist with the digraphs gn and sc: lo gnocco, lo gnomo, fare lo gnorri; lo sceicco, lo sceriffo, lo scialle, lo scimpanzà ©the dumpling, the gnome, to play dumb; the sheikh, the sheriff, the shawl, the chimpanzee with the semivowel i: lo iato, lo iettatore, lo ioduro, lo yogurtthe hiatus, the evil eye, the iodide, the yogurt NOTE: Nevertheless, there are variations, especially before the consonant cluster pn; for example, in contemporary spoken Italian il pneumatico tends to prevail over lo pneumatico. Also, before the semivowel i the use is not constant; in addition to lo iato there is liato, but the elided form is less common. When preceding the semivowel u, its necessary to distinguish between Italian words, which take the article lo in the elided form (luomo, luovo), and words of foreign origin, which take the form il: il week-end, il whisky, il windsurf, il walkman, il word processorthe weekend, the whiskey, the windsurfer, the Walkman, the word processor. With plural nouns the forms gli (gli uomini) and i (i walkman, i week-end) are used respectively. For words starting with h use lo (gli, uno) when preceding an aspirated h: lo Hegel, lo Heine, lo hardwarethe Hegel, the Heine, the hardware. And use l when preceding a non-aspirated h: lhabitat, lharem, lhashishthe habitat, the harem, the hashish. NOTE: In contemporary colloquial Italian there is a preference for the elided form in all cases, since even foreign words with an aspirated h (for example the aforementioned hardware, as well as hamburgers, handicap, hobbies, etc.) usually have an Italianized pronunciation in which the h is muted. However, in adverbial phrases the form lo (instead of il) is common: per lo pià ¹, per lo meno, corresponding to the use of the definite article in early Italian. The form lo also precedes masculine nouns that begin with a vowel, but in this instance it is elided to l: labito, levaso, lincendio, lospite, lusignolothe dress, the fugitive, the fire, the guest, the nightingale. As previously noted, before the semivowel i there is typically no elision. The form corresponding to lo in the plural is gli: gli sbagli, gli zaini, gli xilofoni, gli (or also i) pneumatici, gli pseudonimi, gli gnocchi, gli sceicchi, gli iati, gli abiti, gli evasi, gli incendi, gli ospiti, gli usignoli NOTE: Gli can only be elided before i: glincendi (but more frequently the entire form is used). The gli form is used instead of i before the plural of dio: gli dà ¨i (in obsolete Italian gliddei, plural of iddio). La (l), leThe form la precedes feminine nouns starting with a consonant or the semivowel i: la bestia, la casa, la donna, la fiera, la giacca, la ienathe beast, the house, the woman, the fair, the jacket, the hyena. Before a vowel la is elided to l: lanima, lelica, lisola, lombra, lunghiathe soul, the propeller, the island, the shadow, the fingernail. The form corresponding to la in the plural is lei: le bestie, le case, le donne, le fiere, le giacche, le iene, le anime, le eliche, le isole, le ombre, le unghiethe animals, the houses, the women, the fairs, the jackets, the hyenas, the souls, the propellers, the islands, the shadows, the nails. Le may be elided only before the letter e (but this happens rarely, and almost always as a stylistic device in poetry): leliche- the propellers. With nouns starting with h, unlike the masculine form, the non-elided form predominates: la hall- the hall, la holding- the holding company.

Enterprise Project 3 Research Paper Example | Topics and Well Written Essays - 1000 words

Enterprise Project 3 - Research Paper Example Quality improvement that is undertaken continuously throughout the organization remains a prioritized or key aspect within the organization. The Quality improvement processes herein involve systematic analysis of the processes utilized by the organization in delivering products that meet the customers’ requirements. The TLG’s quality control structure is defined by the organization’s structure. Different individuals within different departments are usually assigned different responsibilities in concerns to the TLG’s quality management. In other words, the quality control teams at TLG are formed by staff members from different TLG’s departments. These teams are responsible for the quality management and control to all production and service delivery aspects in the organization (Bell et al. 77). i. Check sheet – these are forms utilized in collecting data through assessment of the product specifications according to customer requirements. The information collected becomes essential in assuring quality of products before dispatching these products to the market. They are commonly utilized by the quality assurance teams. ii. Control chart – these are utilized by the management and departmental heads to establish the control of the processes and they utilize the statistical analysis. These charts are essential in identification of instances which might require adjustments to ensure better performance of the organizations. These charts provide essential information to enable the management to establishing quality assessment team for various operations, both ad hoc and standing teams. iii. Cause-effect diagrams – these are utilized by the standing cross-functional teams in assessing the cause-effect relationship of various processes. This analysis enables the teams to make informed improvement decisions on the processes Cost of quality

Start up of Replacement Ink Assignment Example | Topics and Well Written Essays - 2000 words

Start up of Replacement Ink - Assignment Example The concept of CRM is very closely related to the relationship marketing. It suggests that maintaining and fostering personalised relationships, in the context of business to consumer sales, can definitely lead to profit if it is combined by a mutual exchange of benefits and fulfilment of promises on the part of both the parties i.e., buyers and sellers. CRM therefore involves managing customer information in a way that can lead the organisation to satisfy its customers in a better manner. A new business of replacement inkjet cartridges, in the same vein, needs to employ effective customer relationship management programs such as customer surveys, service evaluations, pre-sale and after sale inquiries on a database driven system so as to foster the relationship with its customers and stimulate customer loyalty. Loyalty is regarded as an important aspect of relationship management. Crosby (2002, p273) expounds that, â€Å"loyalty refers to a strong emotional attachment to a firm that is manifest in customer behaviours like staying with the company, recommending it, buying additional products and services and so forth†. At the crux of customer relationship management is the concept of customer loyalty. CRM programs are basically designed to keep the customers loyal to the organisation. The customers display their loyalty mainly by coming to the company every time the same product is needed or recommending the product to the others. However, this report focuses on the criticism of relationship.... A new business of replacement inkjet cartridges, in the same vein, needs to employ effective customer relationship management programs such as customer surveys, service evaluations, pre-sale and after sale inquiries on a database driven system so as to foster the relationship with its customers and stimulate customer loyalty. Loyalty is regarded as an important aspect of relationship management. Crosby (2002, p273) expounds that, "loyalty refers to a strong emotional attachment to a firm that is manifest in customer behaviours like staying with the company, recommending it, buying additional products and services and so forth". At the crux of customer relationship management is the concept of customer loyalty. CRM programs are basically designed to keep the customers loyal to the organisation. The customers display their loyalty mainly by coming to the company every time the same product is needed or recommending the product to the others. CRM programs can be initiated to enhance relationships at both ends i.e., the suppliers as well as the customers. However, this report focuses on the criticism of relationship building in case of business to consumer sales. Criticism Of Customer Relationship Management In The Context Of Business to Consumer Sales: Despite the fact that there happen to be several benefits attributable to the implementation of customer relationship management, several criticisms have been levied against this concept in the context of business-to-consumer sales. In a consumer market scenario, the customer relationship management is not considered to result into enhanced customer relationship. A study of literature [for example, Mishra et al. (1998), Gronroos (1994), Bagozzi (1995), Tax et al.