Existentialism in The Book of Daniel

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INTRODUCTION


The Book of Daniel is a spectacular post-modern novel that goes beyond and above most books I have read. Its dense philosophic message aligned with its rich experimental and original narrative, embodies Doctorow's exceptional magnitude as a writer. In his rewriting of historical events with an insightful subjective approach, he touches upon central issues in the state of modern American culture and the postmodern age.


The Book of Daniel is a work of metafiction that interweaves the narrators imagination with factual events within the context established by the real political and social conditions in post-war America in the 150s . The background for this work of fiction is the famous and controversial case of Ethel and Julius Rosenberg who in an age of McCarthyism were tried, convicted and executed for conspiracy to commit espionage against America. With this as the fixated point of reference, The Book of Daniel becomes a complex mixture of both subjectivity and objectivity, using the historical accounts of the Rosenberg case as its framework and fictitious imagination as its substance, its life.


The scope of this thesis is to come to terms with the novel's projection of existentialism. I will do this by analysizing significant features that are relevant in a discussion of existentialism and hereby try to settle on Doctorow's philosophy in life. Additionally, I will see how this principle suits with the American post-modern age and literary canon.


ANALYSIS


The Book of Daniel is a typical post-modern piece of work being experimental and revolutionary in its disobedience of form, coherence, and style. The overt outline of the novel seems very conventional though, consisting of 4 chapters with each chapter's subdivision into minor thematic chapters, but within this adequate frame, the novel is split and complex. There is no chronological structure in the novel, and the reader is often in a state of temporary confusion because of the frequent violation of conventional writing patterns; changes of perspective from first to third person, complex flashbacks, choppy dialogues, spontaneous outbursts, lack of cohesion, starting new paragraphs with small letters, and lines consisting of mere capital letters. Two decades span the story from the beginning of the 10s, describing the narrator's past by following him from his childhood with his parents, in the orphan institution with his sister, and with his foster parents, to the end of the 160s, living his own family life with his wife and a son. Within the novel itself, there are varied genres family stories, autobiographies, essays, letters, poetic descriptions, conflicting historical analyses, biblical quotations and the like.


Daniel Isaacson is the protagonist of The Book of Daniel. He is the grown son of the couple executed, the living hero who must struggle and deal with the events that have occurred. Daniel is obviously intelligent; a graduate student at the University of Columbia, but his character is certainly in question as he is presented as being somewhat perverse and even cruel in the way he treats his wife. It is obvious that something is crucially wrong with Daniel's perception and consumption of life, and with lines such as "I live in constant and degrading relationship to the society that has destroyed my mother and father." (p. 7), we learn that Daniel suffers from alienation and disaffiliation from the society that has acted so fatally upon his family and hereby shaped the history of his life, too. Studying history at Columbia University and not being able to come up with a thesis for his Ph. D. dissertation, Daniel decides to investigate his parent's trial and hereby confesses his intimate relationships through life, making his thesis a book of memories of his own past.


As Daniel writes his book, he deals with the subjectivity of his emotional attachment to his parents, his emotions regarding the events of the past and present, and the objectivity of the facts and accusations. He is in constant search for truth and reality of what happened to his parents, and tension is created through the subjectivity of Daniels inner feelings and emotions, and the objectivity of the objective facts as they are presented As a writer, Daniel must be an onlooker to this piece of history, but as the son Daniel is a participant, and how to separate the two is a dilemma to him, because Daniel has two sets of lives, two separate but interconnecting experiences, two sets of parents and two sets of memories. He is caught between the two worlds, but feels at home in neither of them, and part of Daniel's difficulty in writing his own story is the reconciling of his split ego. Daniel's thesis becomes his therapy in that he faces the complexities and multiplicities in his momentary state of life in order to find a way to get on with life. On an overt level, Daniel is in constant search for the truth about his parents' fate, but on a subliminal level, Daniel is in search for truth about life! He is not a hero in the normal sense of the word because he does not save anyone, but he does exhibit great courage by confessing his own misdeeds, his own guilt, and his own cruelties.


Biblical Allusions


Worth noticing are the abundant instances of biblical allusions appearing in the novel from beginning to end. The title of the book itself is a segment from the Jewish Bible and just as the biblical Daniel tries to read signs and dreams for King Nebuchadnezzar, our novel's Daniel tries to analyze and interpret life. There are biblical codes within the book itself, too; the intertextuality of the book, beginning and ending with a quote from the bible, adequately frames the work, and the significant parallel between Daniel and Messiah are quite puzzling when the grandmother recognizes Daniel as having "…the strength and innocence that will reclaim us all from defeat. That will exonerate our having lived and justify our living."(p. 70); as well as the perplexed resemblance between Jesus and Daniel when Daniel goes on board the flight to Los Angeles to visit Linda Mindish and recapitulate his parents' past (p.61). Perhaps the most evident representation of biblical codes are the Isaacsons whom Daniel himself parallels with Jesus (p. 184). As Prunier mentions "The Isaacsons become reminiscent of Christian martyrs." , even Rochelle herself makes statements, such as "'We shall bear the brunt.'"(p.17), and Daniel himself compares his mother's devotion to communism as a devotion and commitment to Christianity (p. 4). It is in all probability, as Paul Levine has remarked, not so important "…whether the accused are guilty or innocent…than that they have been selected as scapegoats in a ritual drama beyond their comprehension." The Isaacsons are scapegoats for communism just as Jesus was a scapegoat for Christianity. Like Jesus sacrificed himself for God, they sacrifice themselves for Communism, and identical to Jesus' death and his taking all humanity's burden upon himself, the Isaacsons sacrifice themselves and take humanity's burden upon them, thinking that they will assign a new contract between socialism and human kind that in the end will pass on a better world for their children. What is interesting to notice here, though, is that seen from a socialistic point of view, the deed of the Isaacsons to prophesise Communism and fight Capitalist American society is a deed in alignment to Jesus' prophesying Christianity, the great inventor and philanthropist of social justice and international peace. On the contrary, however, seen from a Capitalistic American point of view, the Isaacsons' deeds are sins. From this perspective, they are traitors to the flag of their own country and are being hunted down for their betrayal. From an objective American point of view, Paul and Rochelle Isaacson are Adam and Eve in the Garden of Eden who are expelled out of paradise because they have sinned against the almighty God, the American society. This resemblance of Rochelle and Paul Isaacson is also noteworthy when Daniel's Aunt Frieda speaks of her brother Paul, blaming Rochelle for our destiny "'He could not help himself. I blame her. She is the one. She was his ruination. He was putty in her hands from the very beginning…I will never forgive her for what she has done to my Pauly. For what she has done to all of us. To all our lives. She is the one. No one else.'" (p. 14) Aunt Frieda is speaking of the American nation when she blames Rochelle for tempting her husband to become a Communist. In Aunt Frieda's eyes, Rochelle is Eve who has tempted Adam to eat from the forbidden fruit, and she is the one who should be blamed for humanity's destiny. It is quite puzzling, that even Rochelle thinks of herself as a biblical Eve bearing a heavier burden than her husband "Dear God, does he really look for justice? Dear God, grant him foresight. Make my terrible burden lighter."(p. 10).


The biblical codes within the novel illustrate the awareness of a higher metaphysical space, a transcendental place above human convention.


Everything is Elusive


Indeterminacy and uncertainty characterise The Book of Daniel from the beginning to the end. Daniel is the unreliable narrator who in his quest for truth is also questioning the reader's faith and trust in him as a writer, even declaring towards the conclusion of his narrative that "Probably none of this is true" (p. 56). Of the violent end to the Peekskill rally - which he describes in great detail - Daniel writes "How do I know this? If I was crouched behind the seat, how do I remember this?" (p. 51). Daniel is also unsure whether Susan calls him a "good boy" or bids him "goodbye" (p. ); he mistakes a sign made by the waitress in the Howard Johnson's, where his sister tried to take her own life as a peace sign, only to realize she meant "a table for two" (p. 8); and he is unsure when he and his biological parents moved to New York from Washington and plays with the dates frivolously "We moved there in 145 when I was four years old. Or maybe in 144 when I was five years old." (p. 5). By mentioning this kind of uncertainty Daniel stresses the fact that he himself is an untrustworthy narrator and that obvious facts mistakenly can be distorted. Measures of uncertainty of memory and history can also be seen in Daniel's description of the verdict in his parents' conviction "The Isaacsons are convicted of conspiracy to give to the Soviet Union the secret of the atom bomb. No - the secret of the hydrogen bomb. Or is it the cobalt bomb? Or the neutron bomb. Or napalm. Something like that." (p. 05). Nothing is ever quite what it seems. Houses, hospitals and so on appear to be single, whole and complete, but in reality they are double. The sanatorium in which Susan is admitted "is built to look like a series of connected garden apartments…Behind it is a professional building for doctors and dentists, also built to look like a series of garden apartments" (pp. 05-06). There is always a double state of things, just as Daniel's life is double, everything is double. In the end, Daniel cannot even decide for himself whether his parents were guilty or innocent and the book's apparent three endings are also signs of the uncertainty that Daniel proves to illustrate. In fact, one of Daniel's most prominent discoveries from writing the book is his notion of everything being vague "Of one thing we are sure. Everything is elusive. God is elusive. Revolutionary morality is elusive. Justice is elusive. Human character. Quarters for the cigarette machine."(p. 4). To Daniel there is no factual truth; no objective version of any story because we all see things differently form our inner perspective. It is the typical post-modern theory of knowing that the only certainty we can have is to accept the fact that everything is uncertain. This philosophy correlates adequately with the philosophy of Socrates , also mentioned by Daniel in the novel "Socrates was tried. He was found guilty. He was forced to drink hemlock. By this act his persecutors raised him to eternal life and consigned themselves to the real death and total obscurity of persecutors everywhere." (p. 184). To Daniel the difference between the image of Jesus and the image of Socrates is, however, that "…no one has ever been put to death in Socrates' name. And that is because Socrates' ideas were never made law." (p. 184). Whenever you make an ideology law, it will die out because it must not be framed and categorized. There is no general truth. Only individual truths exist. Everything is elusive, everything is futile.


A World of Illusions


In Daniel's search for truth, he investigates the society and culture in which he lives discussing the illusions that surround him. The average citizen finds safety and security in the illusions the churches as illusions of sanctity and sanctuary; banks as the illusion of stability; courtrooms as the illusion of justice. Clearly, in Daniels conclusion, what they all are, are illusions "I am very sensitive to inappropriateness. For instance, to weddings in catering halls. There are no decent settings for joy or suffering. All our environments are wrong. They embarrass our emotions. They make our emotions into the plastic tiger lilies in the window boxes of Howard Johnson's restaurants." (p. 5-6). To Daniel "Society is a put-on…" and everyone puts on "the put-on." (p. 140), materialism and consumerism are all illusions of a better world "In less than a minute a TV commercial can carry you through a lifetime. It tells you the story from the date to the wedding. It shows you the baby, the home, the car, the graduation. It makes you laugh and makes your eyes water with nostalgia" (p. 1). There are plentiful examples of deprivation and poor taste in a consumer's world, also exemplified in the description of Disneyland "We are able to walk on air, but only as long as our illusion supports us." (p. 87), "The ideal Disney patron may be said to be one who responds to a process of symbolic manipulation that offers him his culmination and quintessential sentiment at the moment of a purchase." (p. 8), "What Disneyland proposes is a technique of abbreviated shortland culture for the masses, a mindless thrill, like an electric shock, that insists at the same time on the recipient's rich psychic relation to his country's history and language and literature." (p. 8). Disneyland is a symbol of American mass-society It manipulates our belief system, giving us the false impression that a material good can make us happy. Daniel disgusts Disneyland, and he disgusts society because it is a false and inauthentic place that objectifies everyone, making us all look alike. Indeed, the anthropomorphism that characterises Disney's films comes full circle when it is applied to people Daniel's notion of Linda Mindish's fianc Dale with his "brown shining eyes, Disney-animal eyelashes, square clothes, skinhead haircut." (p. 7), represents Daniel's disgust of society's prevailing "Disneyfication" of us all. Central to the novel is the critique of the symbol of America, i.e. America's privileged position and manifest destiny as opposed to the failings and shortcomings of individuals. Alienation and disaffiliation saturates Daniel the whole time and the continuing exclamations of unease of air (pp. 116, 15) or the fact that Daniel feels "like a foreigner going through customs." (p. 0) when he is accepted into Disneyland, gives proof of the estrangement Daniel feels. The American notion as to America being a free world with liberty and justice for all is a plain illusion. In Daniel's mind no one is ever free because everyone is manipulated and controlled by the pulling strings of society. As a young adult, Daniel lives knowing that the FBI checks on him at least once or twice a year they keep a current dossier on him, he says. He will never be allowed to join the military; it embitters him because with this classification he cannot even resist the government; nothing he can do will ever be deemed provocative or disruptive. The government that destroyed his parents will keep him in check for his whole life, and he feels there is nothing he could attempt to do that the FBI has not already planned for, and by this Daniel underlines the massive control which the government and the society has on its citizens EVERY MAN IS THE ENEMY OF HIS OWN COUNTRY. Every country is the enemy of its own citizen…All societies are armed societies. All citizens are soldiers. All Governments stand ready to commit their citizens to death in the interest of their government." (p. 7). The American society is like a prison, he says; all restraints of freedom being implemented. Society is "A giant eye machine, like the mysterious black apparatus at the Hayden Planetarium with the two diving helmet heads and the black rivets and its insect legs, is turning its planetary beam slowly in our direction" (p. 107). To Daniel, society keeps an eye on everyone, watching every single move we make, indirectly controlling our choices in life, indirectly influencing our opinions. The "giant eye machine" is almost a sort of "Deus ex machina" , deciding and controlling the fate of other people. Society has taken God's role, we worship the symbol of our God, adoring mass-consumerism and mass-materialism as opposed to the inner values of life.


Daniel's distaste for illusion can also be spotted in his various depictions of the American Dream. The letter that Daniel's grandmother writes to the Bintel Brief documents the immigrant's belief in the Puritan heritage the hope that a new start could be made in America (pp. 64-5). The New World initially appears to be the paradise on earth. However, we learn that this is not what happens. The American Dream seems to fail "we are my mother and my father, and life, terrible life, has nailed us to the ground." (p. 65). At the end of her life, she is no better than her parents were. The hope for a better world is futile. "Only remorsely does history catch up. And all your secret dreams are rooted open to the light. It is History, that pig, biting into the heart's secrets." (p. 101). Daniel's parents do also seem to live in an illusion of reworking the American Dream. Daniel admires his parents for their strength and will in life, but he also sees their imperfection in living a life full of expectations and illusions of the world. Daniel parents' were pacifists and their fanaticism made them believe that "their minds were free", that "they had ideas", and that "they…contributed money to a dream future." (p. ). It is almost as if they see themselves as the true heirs of the great American revolutionaries craving liberty, individualism, and justice . In their minds they do not seek to overthrow the American society, but want it to live up to its high ideals on which it was built "COMMUNISM IS THE TWENTIETH CENTURY AMERICANISM" (p.14). It is as if the Isaacsons' communism is a reworking of the American Dream in their minds they have become victims of the capitalized America, which has moved away from its original values and now stands in ruin of industry and materialism, time and again getting disappointed "My country! Why aren't you what you claim to be?" (p. 40). Daniel finds repulsion in his parents' principled view on society. "Everything was done for a reason, and was usually not the way the rest of the world did it. All the more reason. All part of the plan. The idea I had was of life as training."(p. 1). To Daniel there is no justifiable truth in life "Everything is elusive." (p. 4), but the Isaacsons' worldview is justified by one principle "There was nothing my father could not explain (p. ). "I listened because that was the price I paid for his attention. 'And it's still going on, Danny.'" (p. 5). Daniel has been subjected to his parents' and in particular his father's dominating, Marxian theories and explanations of life, and therefore he suffers from being brought up as a "…psychic alien", trained and shown "…how everything that happened was inevitable according to the Marxian analysis." (p. 4-5). He is marked by his parents' framing and justification of the world by one ideology which is still haunting him to this day. It is an ideology that has left him orphaned and in constant fury of what to believe in. It is much of the same impasse that Susan, Daniel's sister, suffers from except that she, too, has lived in the illusion of a better world with freedom for everyone, becoming a revolutionary fighting the government that murdered her parents. As the story opens, we learn that Susan has retreated from reality and endures a neurosis which leads to her suicide. Opposed to Daniel, however, Susan grows neurotic. When she makes exclamations such as "THEY'RE STILL FUCKING US", she thinks of everyone, opposed to Daniel, who thinks of their parents. The difference between Daniel and Susan is, however, that Daniel has been living in a dream most of his childhood and youth "And when he came to his senses, and the real life of his childhood, that had become a dream, became real again, he tried to make contact with Susan. But Susan was now a commanding presence too bright, too loud, too hysterically self-occupied." (p. 64). The dream has partly spared him from going insane by the illusion of changing the world, but Susan has lived with the illusion of a better world, and this makes her insane. It is Susan's inability to come to terms with the elusive nature of the post-modern world that leads to her death; she is not able to analyze or interpret the world like Daniel is, and so she dies, we learn at the end of the novel, because "of failure of analysis" (p. 01). Like her parents, Susan has lived a life trying to save the world; addicted to the illusion of a the American Dream where everyone can be free. Daniel, on the other hand, has in his analysis of the world accepted that he can never be free, and paradoxically this is the only time in the novel where he is able to be free. It is his rejection of the illusion of freedom, which makes him free! Daniel confronts his fate alone. Opposed to Susan, his discontent with society is expressed through transcendence and acceptance When Daniel goes to see Mindish, the supposed traitor in his parents' trial, he does not want to take revenge, he wants to forgive him, and the meeting evolves into a kiss "Doctors still have a lot to learn about why we reject our hearts." (p. ). Instead of throwing a fight, Daniel exonerates, and with the death of his parents and sister, Daniel is finally "…going to be able to cry." (p. 0), and forget his past. He now has his answer. He also now has his freedom. At the cemetery, with Susan's funeral interwoven into the funeral of their parents, Daniel is able to respect his Jewishness as well, and as the novel ends, Daniel is seemingly emancipated from his book, from his old life, and can begin to live again. He has come full circle, accepting the fact that he will never be free. While the truth of his parents' verdict has eluded him in his past, he has finally succeeded in writing himself free in the present; free from society's imprisoning structures and alienation.


The Underworld


A prominent and outstanding part of The Book of Daniel holds references and depictions of the underworld; the Dionysian forces representing subjectivity, freedom, and truth opposed to the Apollonian world , represented by society. Because of Daniel's disaffiliation to society, he seems to be obsessed with this Dionysian authentic place where one is liberated from society's constraints and objectivity. In this context I would like to introduce the Freudian psychology as I see a match between the values of Freud's theory and that of Daniel's. Freud saw the human psyche divided into states of consciousness the superego; an upper mental consciousness consisting of Apollonian values order, moral, laws, idealism and will power; the id, a larger unconsciousness of Dionysian values, consisting of primitive forces; i.e. dreams, fantasies and uncontrolled feelings; and finally the ego, the great intermediary entity, whose assignment is to link the two states of extremes into a justified whole . Being promiscuous and in touch with the primal consciousness, one is able be in contact with the authentic world.


Daniel's references to the underworld are represented in different illustrations of states of ecstasy deriving from mania, alcoholism, sex, passion, or religion. Daniel feels locked in materialism and is looking for something above this world, searching for something genuine. Through his adult life, Daniel is in search for this an assessment, but he also seems frustrated as to what it is "I wish I knew the secret workings in the soul of education. It has nothing to do with time as we measure it. Small secret chemical switches are thrown in the dark. Tiny courses are hung through the electric passages of the tissues. Silken sequences of atoms which have property other than self-knowledge." (p. 16). Daniel is aware of a deep, authentic place that cannot be measured by any civilized means, a moment of self-awareness and cosmic consciousness. Part of him is afraid of it, but a larger part of him is fascinated by this place, and he entertains a deep affiliation and admiration for it. He depicts it as a primal need


It is a feeling with no bottom, no root, of no locus. It pulses out of him like a radio wave, out of all parts of him at once, at it needs. It disseminates, it is diffuse; and one moment he thinks it is something his heart wants the fullness of, and another that his arms want to hold, and for another moment it is something his cock wants to get into. But if he could accommodate any part of his body the feeling wouldn't leave, it would still be there in all parts of him at once, each cell of his body radiating its passionate need. (p. 18)


Different minor, but important characters in the novel have the gift of being able to get in touch with their inner stream of consciousness. The characters in question are Daniel's grandmother, Williams and the Inertia Kid "My Grandma was the neighborhood crazywoman. When she went into one of these things, she would put a shawl over her head and run away." (p. 67). Daniel's grandmother had spells, but Daniel admires her because she was able to escape reality and get in contact with a deeper reality "It is simple Grandma goes mad when she can no longer consider the torment of her life." (p. 6); another character, whom Daniel is fascinated by, is the strong and gigantic Williams, living in and ruling the ashy, dusty, cellar of the Isaacsons' house. Williams drinks whiskey and likes to get drunk because it allows him to escape and visualize "As he looked at the bottle with his hands over his ears, Williams passed unto his vision and sat down on the cot, and took a drink from the bottle." (p. 1) When Daniel tells Williams that his grandmother is dead, Williams' only reply is "'This one trip she ain't comin' back,'…'She really run away this time.'"(p. 1). There seems to be a secret covenant between the grandmother and Williams; they understand each other on a deeper level, rejecting society's moralities and laws. Both belonging to the lower scale of society, and both yearning for ecstasy and escape, Williams and the grandmother are able to get in touch with their Dionysian forces the grandmother in her states of psychosis and dedication to God, and Williams in his hard-working condition and his devotion to alcohol.


Probably the most noteworthy character in contact with his unconsciousness is the retarded Inertia Kid, whom Daniel meets at the orphanage "One kid never got off his bed of his own free will. If he was stood up near his bed he stood there until he was moved. They called him the Inertia Kid. Someone always had to arrange the Inertia Kid in the position he was supposed to be in that moment." (p. 16). Daniel is so fascinated by this human being, that he ends up imitating him "I'm trying to account for the reasoning, if there was reasoning, that led me to do imitation of the Inertia Kid. Maybe the ultimate extension of intellect is clowning [ ]." (p. 170). Daniel imitates the Inertia Kid at the orphanage because he gets popular with the other children, but also because he likes escaping into another state of mind, just like his grandmother and Williams. To Daniel, the Inertia Kid has inner connections, greater than most people "I knew he [Inertia Kid] was handsome and wise. I was afraid to look at him. I adored him…Could Roy hit a ball, jump as high?" (p. 170). Daniel compares the Inertia Kid with the most athletic boy at the shelter; Roy, who "did everything better than most big guys could." (p. 170) In Daniel's mind, the Inertia Kid has a greater understanding of life than Roy has because the Inertia Kid has a deep contact with himself and his underworld, not obliging to society's demand.


Apart from the Dionysian forces portrayed in characters, we also see it in various other depictions. E.g. in the description of Susan being a starfish "Today Susan is a starfish. Today she practices the silence of the starfish. There are few silences deeper than the silence of the starfish. There are not many degrees of life lower before there is no life." (p. 07) Because of her mania, Susan is a bottom animal living deep down in the ocean, in the underworld where things are slurred, mysterious and hidden. The ocean is the symbol of the subconscious, and being a starfish, Susan is in deep contact with her instincts and the underworld. A starfish has no brain, it lives by its primal instincts, free from intellectualisation, moralisation and law, the upper spheres of the Freudian psychology. Daniel admires Susan's starfish qualities and he encounters that these feminine values, the underworld, have always been a part of him


I cannot perceive the world except with your voice framing the edges of my vision. It is on the horizon and under my feet. The world has always been washed in Susan's voice. It breaks where her voice breaks, under declaration, or late toward sleep, or at moments of love-only to more fully characterize itself. It is the feminine voice that passes solidly through ontological mirrors. It lies at the heart of the matter, the nub of the thing, the core of the problem, in the center, on the bull's eye, smack in the middle. We understand St. Joan [ ] you want to fuck her but if you do you miss the point. (p. 0).


Other significant references to the underworld are the accounts of joys and ecstatic moments deriving from sex. Daniel is fascinated by sex because it is a primal instinct, a state of ecstasy where a cosmic consciousness prevails, free of any major controlling entity "A secret place…you catch them fucking…Flopping about, completely out of control, these people who control you. Grunting and moaning and gasping…" (pp. 10-10) Sex is a climb downwards, a method of contact to authenticity with erection being the top of ecstasy "When we come why do we not come forever?" (p. 46). When Daniel has sex with his wife, he seems obsessed with getting her to inhale the ecstasy of being in contact with her unconsciousness, hoping that she will be changed after her come.


Her heart pounded against me, her breasts were wet on my chest, her breath [ ] chased by ears, and then she pursed her lips and the effort was as if she were half whistling in pain or amazement. All this was having its effect and I was losing my cool. She was shivering her way through one come after another. Each one was stronger than the last. She was biting my mouth. She was going for the big bang…She told me later it had never before been so good. She couldn't move for an hour. But learning over her sleepy smiling eyes I could not find there the education recorded, no impression of the cruel thing, the cruel thing, and that it is always the cruel thing that mixes the tears of our eyes, the breath of our lungs, the screams of our comes….(p. 16)


Daniel wants Phyllis to feel different after her ecstatic exhilaration, but Phyllis is no longer in direct contact with her instincts and the ontogenetic regression that Phyllis has endured, has not changed her "I could not find there the education recorded, no impression of the cruel thing, the cruel thing, and that it is always the cruel thing that mixes the tears of our eyes, the breath of our lungs, the screams of our comes…."(p. 16).The line between malice and joy, pleasure and discomfort seems to be very thin. It is the state where the two poles meet, in contrast with the other, that we feel most alive.


Symbols


The message of the novel is partly mirrored in its play with significant symbols, implementing its thematic philosophy.


Holding the central position to the plot of the story is the symbol of electricity. Not only is electricity the essential murder weapon in the factual story of the narrative, it is also the most valuable entity in modern society. As Gross has remarked, electricity is "The representative power of modern civilization, it pervades our lives, participates in virtually all aspects of production, shapes both the commodities and artificial appetites that will seek out those products in impossible hopes for fulfillment and meaning" . Electricity is a product of mass society, a symbol of America, and part of Daniel's disgust of modern society, is its indispensable need for electricity


What more is there to say? YOUR CAREER IN ELECTRICITY. Electricity is a form of energy. It is generated by various power sources driven in water, stream or atomic fission. The leading electric power producing countries are the United States (87,4,000 kilowatt-hours per year), and the Union of Soviet Socialist Republics (7,06,000 kwh per year). The theory of electricity is that atoms lose or gain electrons and thus become positively or negatively charged. A charged atom is called an ion. I suppose you think I can't do the electrocution. I know there is a you. There has always been a you. YOU I will show you that I can do the electrocution. (5-6)


The enlightenment project with tendency to frame, number, explain, clarify and categorize in either negative or positive entities, is a product of modern electronic society. To Daniel this is an empty amplification of the world; he knows that there are deeper truths than this, and in his smooth manipulating transformation of "om" into "ohm"(pp. 5-6), Daniel stresses how mathematical orders have taken the core in the absence of any metaphysical substance, substituting the value of inner truths In meditation, "om" is the most important mantra in states of transcendence, holding the key to a state of Nirvana, being the realm of all possibilities. "Om" is the primordial sound from which everything emanates God, life, consciousness and light , and deliberately Daniel confuses "om" with "ohm" the quantity of electric resistance, giving an ironic comment on the values of modern society, rating electricity and consumerism higher than deep reflection. "What is it that moves through others, comes from the sky and is invisible, can only be detected after it's gone-not God, not the Lone Ranger ohm ohm ohm ohm" (p. 6) Today, electricity has become our God - our naïve way of living, justifying everything we do by numbers, being "…clients of a new law firm, Voltani, Ampere, and Ohm." (p. 40)


Another significant symbol in the novel is the employment of the four elements, water, earth, fire, and air . Daniel describes "Technology is the making of metaphors from the natural world. Flight is the metaphor of air, wheels the metaphor of water, food is the metaphor of earth. The metaphor of fire is electricity." Daniel is citing the four elements, but he is adding yet another essential element "technology" being today's metaphor of the natural world. The significance of the four elements in alignment with technology, in this case by means of electricity, is also quite puzzling when Daniel and Susan visit their parents in jail. Here the four Isaacson elements Daniel, Susan, Rochelle and Paul are united in the spirit of the fifth element electricity, the fate determiner of them all "…the four of us in that room in the Death House, the family, back together at last. And the four of us were together in that room, and we were reunited. And at last we were reunited." (p. 50)


Last but not least in the row of symbols, we have the significant five-armed star being referred to several times throughout the novel. Interestingly, the instances of star-references conceal themselves in five different settings, being the starfish, the Jewish star , the shape of Pentagon , the shape of Disneyland , and the Isaacsons' layer; Sternlicht - meaning "Starlight". The star has a substantial position in the novel, in that it manifests itself as an ongoing reference without fully visualizing itself as a direct symbol. The symbol of the star has a spiritual and mythological ring to it Stars appear before our eyes when it is dark and are said to have mysterious forces that determines our fate; in the Shakespearian universe, stars were said to represent the order of the universe; and in the language of dreams and symbols, the five-armed star represents humanity, the link between earth and heaven, with the feet on the ground, the arms straitened in the direction of the horizon and the head in the direction of the sky. Daniel himself mentions the spiritual significance of the star


Before the famous Egyptian adjustment of the Chaldean calendar, in 4000 B.C., judicial astrology proposed thirteen signs in the Zodiac of approximately 7 degrees each. The thirteenth sign was Starfish. We do not today know where it was located in the Zodiac. It is believed that as the earth's axis gradually altered, an entire chunk of the night sky, including this constellation, disappeared. But until that time Starfish was considered one of the most beneficial of signs. A starfish ascendant suggested serenity and harmony with the universe, and therefore great happiness. The five points of the star lead not outward as is commonly believed, but inward, toward the center. This symbolized the union of the various mental faculties and the coordination of the physical faculties. It referred to the wedding in the heart of the five senses. It implied the unification of all feelings. Belief was joined with intellect, language with truth, and life with justice. Starfish in opposition to Mars usually meant Genius. Under the influence of Venus it suggested Peace. For some reason astrologers today don't mention Starfish and there is a common superstition that it means bad luck. This is undoubtedly because modern man can conceive of nothing more frightening than the self-sufficiency of being of the beautiful Starfish he mistakes it for death. (p. 50)


Modern man is afraid of letting go of the Apollonian, society's constraints and live purely by the Dionysian drives, because this inner universe of feelings and instincts is uncontrollable and does not fit into any particular form. The symbol of the star signifies a holistic philosophy where man is in harmony with the universe and the five senses giving way to a pure orgasmic realization. Apart from this holistic significance, it might be worth mentioning, too, that the significance of star connotes well with the biblical guiding star, the star on the old Soviet flag, as well as the American flag "Stars and Stribes" probably being the symbol of America and Americanism.


INTERPRETATION


With the analysis behind us, we can now in short generate some interpretive patterns The post-modern world is elusive, we live in an illusory state of thinking that the modern society is good for human beings, but all it does is alienate and dehumanize us from our primal instincts; The most important questions in life are not accessible to reason or science, we must not justify our world by numbers, categorizations, or labeling because this strangles life, materializes it and makes it inhuman; We should always search the truth, but not postulate or assert it, once we have found it; Rejecting society's moral constraints by being in contact with our subjective underworld gives us cosmic consciousness. The highest state of human consciousness is probably a state of harmony between the two spheres, with preference stretched towards the subconscious.


Existentialism


As mentioned in the introduction, the scope of this paper is to prove the novel's transmission of existential philosophy. As there are many depictions of existential philosophy, I find it valuable to clarify my understanding of the term existentialism When I think of existentialism, I attach it with the existential philosophy of the 1th century - the Danish philosopher Søren Kierkegaard who was the first writer to call himself existential and who was generally regarded to be the founder of modern existentialism. Kierkegaard reacted against the systematic absolute idealism of the 1th century and insisted that the highest good for the individual is to find his or her own unique vocation. In the philosophy of Kierkegaard, the individual must live a totally committed life which will only be understood by the individual himself, and therefore he must be prepared to defy the norms of society for the sake of the higher authorities of the personal valid way of life. Personal experience and acting on one's own convictions are essential in arriving at the truth, and the understanding of a situation by someone involved in that situation is always superior to that of a detached, objective observer. In general terms we can settle existential philosophy to concern individual existence, subjectivity, freedom, and choice.


The Book of Daniel is indeed existential. It conveys existential philosophy, passing on the story of an individual who in the conflict between individualism and society tries to find out the basics of life. Doctorow's existential value-system is expressed in the novel's stressing of Dionysian inner subjective truths as opposed to the Apollonian society's objective manipulation. This labelling stems well with Doctorow's own depiction of his worldview, with the power of the regime, meaning the authority of facts which goes by the name of realism, corresponding to the Apollonian forces; opposed to the power of freedom representing the ability of the imagination to subvert that authority, corresponding to the Dionysian forces . To Doctorow we are subjected to the power of the regime, "…living a national ideology that's invisible to us because we live inside it." , and in this televisual world controlled by the regime we are numbered, seduced, and conquered by the multiplicity of images, losing sight of the fundamental truths of our existence. The power of the regime leaves the "enormous pressure on us to become faceless and peculiar indistinct and compliant as possible" . Disneyland being the symbol of a capitalistic mass-society, where we all look alike and all share the same values within society's laws and morals, is a "fake" truth, because it is the truth of the regime, the objective image, and not a authentic truth of ourselves, our inner genuine reality.


Doctorow references to major historical figures, such as Socrates, Jesus and Joan of Arch; all symbolic figures who died for their inner beliefs, is yet another stressing of existentialism and the power of freedom Socrates who was forced to drink hemlock; Jesus who was tortured and crucified; and Joan of Arch who was burned at the stake for her spiritual beliefs. Had it not been for their untimely executions by the prevailing society, their messages may not have endured the ages. They have become heroes. Why? Because they valued their beliefs for the sake of life and not for the sake of society. As Kierkegaard wrote in his journal "I must find a truth that is true for me…the idea for which I can live or die."


Narrative Techniques


The Book of Daniel is a process of discovery, and just as Daniel is on a quest for the truth about his family and life, we as readers are on a quest for the truth about the novel. On another level, we could say that Doctorow is in quest for truth about the language. I think it is important to see the novel's subservient relationship to its content. It is in every aspect intricately bound with it. The form mirrors the content and vice versa the ambivalence, disruptions in the text parallels the ambivalence and tumult of Daniel's alienation in the post-modern society The form of the novel emerged from Doctorow's inability to do justice to the Rosenbergs using traditional narrative strategies. He tore up 150 pages of the book on the case written "in the third person, more or less as a standard, past tense, third person novel, very chronologically scrupulous" to find in the swamp of despond, that "the voice of the book, was Daniel." . As Levine puts it in an interview with Doctorow "The finished novel is neither a standard third-person narrative nor a very chronologically scrupulous. Rather its fractured sense of time and its vivid sense of language reflect the narrator's own sense of dislocation and outrage this is very much Daniel's book and it contains his feelings of pain and hostility." In many places, the text becomes nearly manic, presenting a sense of schizophrenia; representing Daniel's internal thoughts, jumping from place to place as much as the mind actually does, especially in times of crisis. Daniel cannot write his book in a chronological straightforward way, but must deconstruct it as it appears in his mind and from his memory. When we read The Book of Daniel we construct a meaning. The constant disruption of flow makes the reader very alert to the narrative, and one is persistently asking questions. In Doctorow's universe, there are no realities, only perceptions, this is why he, as Parks mentions , exploits a "polyphonic narrative". He does not want a closed form, because labeling, putting words on things, is a hollow materialization of things. The novel is deconstructed in order to be real and in order for us to ask questions about reality.


The Writing of History


To Doctorow history writing is an objective labeling and explanation of a world. The dilemma of historiographic writing is that nothing is ever perfectly accurate because the facts being presented are always colored by the culture of the writer, the writers own biases, values, and opinions. Hayden White argues in his book Metahistory (17) that history writing is subject to the same narrative laws and practices as the writing of fiction and Doctorow believes that it is the writer's task to build the bridge between fiction and history because there is "no fiction or non-fiction as we commonly understand the distinction, there is only narrative." In questioning the story of Daniel parents, which is such a crucial part of American history, Doctorow indirectly makes American history itself a topic and Daniel's desperate request for truth; his struggle for identity is compounded by the problematic nature of history itself. The Book of Daniel reveals a trial of Daniel's life, but it does also put America itself on trial. Readers find out that Daniel is evil to his family, because he repeats in his new family what the state did to his old one. The fate of both entities seems to be interconnected, and we can say that the private life of Daniel is the public life of America. It is a microcosmic focusing of the small picture is order to see the big picture; microcosm revealing macrocosm. "Doctorow is more concerned with imaginative truth than historical accuracy…he is concerned with what truly happened rather than what really happened." In other words, it is the subjective story that is superior to the general story.


Post-modern historiographical metafiction questions the voice of the writer, and asks how that voice can be accurate. It points out the flaws, the biases, the prejudices that inherently exist in historical accounts; it forces the reader to look more closely, to become aware that history is no more than the culmination of human thought and language. Cultural backgrounds, limitations of human language, and personal perspectives always create problems in the representation of any historical event, and post-modern metafiction attempts to abandon the traditional paradigm that has been used so long. Metafiction asks the writer and the reader to become aware of the complexities and the multiplicities of the real world.


Doctorow is a writer of metafiction. It is through his writing, we ca see the multiplicity of historical discourse. The Book of Daniel deconstructs the regime language, reminding us of what we threaten to become if we blindly accept the massed voices of myth, ideology, and history. "What I am invading is the realm of myth myth whose mask is history."…If myths aren't examined and questioned and dealt with constantly, they harden and become dangerous. They become a structured belief and they make people insane. Society becomes monolithic and despotic, in one way or another." In exposing the ideals endorsed by the power of the regime to be deceptive, Doctorow reveals the contingent nature of history in relationship to myth, underlining the risk of discourse in history.


When Doctorow first wrote The Book of Daniel, he was too much into the conventional rules of writing a novel; the Apollonian forces of the intellect, but when rewriting it again, the story came from his imagination, his stream of consciousness, his underworld, and in this state the novel became free. In finding and expressing his own voice in the book, Doctorow challenges the power of the regime and conventional history writing. He hereby recognizes the important role of the artist being capable of demystifying history, in questioning the society that is legitimized by that history . Especially fiction has an important role to play in giving readers access to the past, and to events that have either been suppressed or forgotten.


Doctorow is an important contemporary artist who is committed to exposing the myths and lies that constitute "received wisdom", the pragmatist distinction between good and bad and truth and false. He questions the transformative powers of money and capitalism and explores the gap between American ideals and American society. Aesthetic experiences are good because they make us ask questions and encounter ourselves, and although books cannot change the world overnight, Doctorow has argued that they can at least "affect consciousness" as they "affect the way people think and therefore the way they act. Books create constituencies that have their own effect on history, and that's been proven time and again."


PUTTING INTO PERSPECTIVE


Postmodernism in an American context must be seen in the light of America emerging as the economic power, highly coming about after World War II. In fact many critiques have claimed that postmodernism is an American invention. "…For the fifty years following the Second World War, America has been a world-shaping superpower. Its citizens are thought by many in the world to lead typically Postmodern lives and to represent the essential principles and life-styles of late Modern capitalism." The immeasurable expansion of the urbanization and the revolution of sciences, changed America completely leaving high capitalism, galloping consumerism, and altered social and political stages. On the overall scheme there seemed to be harmony, but underneath it all, citizens felt they lived in an objectified, hollow and often false world with poverty and class-divisions . In a world with material comfort and the idea of shaping a cultural uniformity, i.e. rejecting distinctions between gender, race, ethnicity, religion, and political beliefs, American identity became a problem. Within the context established in the postwar years, artists started to raise existential questions, exploring the true maxims of life; individualism, justice, and freedom as opposed to the asserted maxims of the state; history, culture and politics. This post-war individualism established an aesthetic, self-examining climate embracing self-absorption over social involvement, creating a literary canon of existential heroes on quest for their own freedom and identity, in doubt about the existence of a homogeneous America, and keen on escaping the conventional and repressive social roles of society that others have imposed on them. This is a notion spotted by the literary critique Tony Tanner, who claims that the dream of individuality, leading an unpatterned life without unconditioned forces is an ongoing "…abiding dream in American literature…" . I find Tanner's theory very interesting and in summing up of this paper, I would like to use this theory on broader terms American modern and post modern literature seem all to be on a quest for inner authentic place where one is free from the institutionalised mediocrity of society. Fitzgerald compensates for this in The Great Gatsby with Gatsby, who despite his wealth and success, never wants to face reality and who is constantly chasing something above the world of materialism; John Updike compensates for this search in his famous Rabbit Run, where the main character Harry keeps running away from reality, living out the well known American "open road" as Huckleberry Finn cruising down the Mississippi in order to find true happiness and freedom in life. Harry is chasing something he does not know what is, finding moments of it in sexual instinctive processes. Finally, we have Doctorow and The Book of Daniel being the youngest, most experimental and philosophical of the novels. Daniel's in also on a quest for truth in life, always concerned to claim his inner self and the need for transcendental perception in a material world where man is alienated and lost.


An essential feature of the American identity is the American Dream, revealing a pure existential philosophy. The American Dream originated with the Puritans and was probably fully developed with the American Revolution and the invention of democracy with maxims of liberty, individualism, freedom and justice . Today however, there are many different versions and understandings of the American Dream; some people worship the virtual and spiritual aspect of it, while other see the more financial feature of it as being of importance in the fulfilment of the dream. Despite the differences in interpretation, the American Dream still holds a special place in the heart of the country, serving as a strong symbol to its basic principles. As Bradbury das noticed, "…the Puritans' cosmic, transcendental and providential vision, their faith in an escape from a dead Old World to a redemptive New one their 'exceptionalist' belief in the powerful recovery of history lingers yet in American culture."


CONCLUSION


The message of The Book of Daniel is in no way clear-cut. The novel is ambiguous and elusive, dissolving our conventional measures of time and space. Trying to justify its message within one ideology or philosophy would be to an unjust approach in relation to its content with one of the novel's main messages being the fact that everything is uncertain. Though part of the novel's memorandum is to tell us not to label and categorize, a final interpretation requires some sort of explanation and clarification, and on the overall scheme, I think we can generate a kind of general pattern of Doctorow's philosophy.


The Book of Daniel's exploration of existential issues and considerations of the inner self in contrast to the all-pervasive state is a true measurement of existentialism. In stressing that our values must be in serving life, and not society, Doctotow is a true solipsist. His existential onlook on the world, with priority of individualism, freedom and justice, the values of the American Dream, is a typical ongoing American pattern we can trace back form the early settlements of the country to today's post-modernism. The American Dream is thus a product of existentialism, and existentialism is a philosophy we can trace back to The Bible and the Ancient Greece, rendered in important Western mythological figures such as Jesus, Socrates, Joan of Arch, etc. Hence, the American Dream is not an American invention, but a primal need existing in each one of us. This gives us proof of the novel's perpetual nature.


Doctorow plays with a fundamental dichotomy of juxtapositions fact-fiction, past-present, head-heart, individual-society, etc. In doing so, he unifies symbolic patterns, and renders a holistic philosophy, devoted to universal harmony. This correlates well with the most essential symbol in the novel; the star being the bond between heaven and earth, head and heart.


As said above, The Book of Daniel is a complex postmodern piece of fiction that cannot and should not be justified with one principled analysis. Part of the novel's message is to ask open questions about life, accepting the fact that these questions might never be answered. The pragmatic idea of framing and categorizing entities strangles the essence of art and life, and maybe that is in fact Doctorow's American Dream to tell his readers that there is no American Dream.


LIST OF SCOURCES


Principal Work


Doctorow, E.L. The Book of Daniel. New York Random House, 00.


Secondary Sources


Abrams, M. H. A Glossary of Literary Terms. USA Harcourt Brace College Publishers, 1.


An Outline of American History Postwar America, 14 http//odur.let.rug.nl.


Baym, Nina. The Norton Anthology of American Literature. USA W.W. Norton and Company, Inc., 1


Bevilacqua, Winifred Farrant. "Narration and History in E.L. Doctorow's Hard Times, The Book of Daniel, and Ragtime". American Studies in Scandinavia. .. (10) 4-106.


Bradbury, Malcolm. The Modern American Novel. Oxford & New York Oxford University Press, 1.


Brockett, Oscar G. History of the Theatre. USA Allan and Bacon, 1


Elliot, Emory. "Society and Identity". The Columbia History of the American Novel. New York Columbia University Press (11) 485-50


Fernihough, Anne. The Cambridge Companion to D.H. Lawrence. Cambridge Cambridge University Press, 001.


Fontana, David. Drømmenes hemmelige sprog.(Danish edition published through Egmont) London Duncan Baird Publishers Ltd, 14.


Hamner, Eug nie L. "The Burden of the Past Doctorow's The Book of Daniel". Research Studies. (181) 55-61.


Hjortshøj, Leo. Græske Guder og Helte. København Politikens Forlag, 1


King, Richard. "The Discipline of Fact/The Freedom of Fiction". Journal of American Studies. 5. (11) 171-188.


Levine, Paul. E.L. Doctorow. London & New York Methuen & Co., 185.


Magee, Bryan. Politikens bog om de store filosoffer. København Politikens Forlag A/S, 1.


Morris Dickstein "Introduction Culture, Counterculture and Postwar America". Leopards in the Temple. The Transformation of American Fiction 145-170, Harvard University Press (00) 1-.


Marranca, Richard. "Finding a Historical Line". Literary Review. .. (16).


Moses, Joseph. "To Impose a Phrasing on History". The Nation. (175) 10-1.


One Minute Meditation, http//www.vaaaksounds.com/oneminutemeditation.html.


Parks, John G. E.L. Doctorow. New York The Continuum Publishing Company, 11.


Parks, John G. "The Politics of Polyphony". Twentieth Century Literature. 7.4. (11)


454-464.


Prunier, Chanel. "Doctorow's The Book of Daniel". The Explicator; Washington. 60.. (00) 10-111.


Rode, Mikal, and Thomassen, Ellen. Hirschsprungs Konversations Leksikon. Forlaget Skrifola, 167


Tanner, Tony. "Introduction". City of Words, American Fiction 150-170. London Jonathan Cape (171) 15-1


White, Hayden. Metahistory. Baltimore & London The John Hopkins University Press, 17.


Williams, John. Fiction as False Document. Columbia, USA Camden House, Inc., 16.


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Napoleon A Great Military Leader

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Napoleon was one of the greatest military leaders of all time. By 181 Napoleon had expanded the territory of France all over Europe including Spain, Italy, Holland, and Switzerland. Napoleon was one of the first leaders to rule over so many territories at the same time, which in France made him and innovator and a hero.


In the time when Napoleon ruled France the people were under strict rule. Napoleon took the rights of the common people seriously. By conquering the monarchies he expanded rights throughout Europe. People under the rule of Napoleon were willing to give up everything for there leader. Bonaparte instilled an extreme feeling of nationalism in his people. However, Napoleon lost 40,000 troops trying to defeat Russia. Badly weakened by the loss, the mass movement for freedom was defeated at Waterloo. After this loss of men the people of France were no longer willing to go into battle and die for there country and they no longer had such a great feeling of nationalism.


In modern society the feeling of nationalism is also great, The people of America are also willing to go to war and die for there country. Napoleon was one of the first leaders to have the idea of nationalism. Although Napoleon was a very good leader he dictated to his people more than he let them have freedoms, unlike in America where our leaders allow us to say what we think and feel. Americans in modern society are also able to have a say in how they are ruled by being able to vote for who rules over us. The people of France did not chose Napoleon as leader he took the throne of France, which at first seemed really good for France until he started taking over other countries and starting wars. After he began taking over most of Europe his ego became to big and that's when he started to be more forceful and started to dictate over his people.


Today in America we have three government branches that work together to rule over America and make the laws. Napoleon took over France in 17 and made the legislature dissolve. He also abolished the Directory, which was one of the best parts of the government in France at that time. Napoleon wanted to do everything himself and make all of the decisions. It is true that a dominating ruler is a bad thing, but if people allow themselves to be dominated aren't they just as bad? Bonaparte dictated over his people for a very long time, but the people did not fight back, until major war broke out. The people of France allowed themselves to be dominated until there safety was threatened then they began to fight back and win back the freedom to have a say in how there government is run. The people of any country should not allow themselves to be completely dominated by there government, they should be apart of it and have a say in how they are ruled even if it means fighting for it.


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Bibliography


Casey Harrison, Teaching the French Revolution, http//www.historycoop.org/journals/ht/5./harrison.html, February 8, 00


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Pakistani Food in the American Culture

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Imagine for a moment, everyone in the world eats the same food, prepared in the exact same way. Boring, isn't it? But now let me ask you this do people tend to think that the food in their own culture is good while other cultures are not so good? Well, here in America, that answer would be no. America, known for its diverse population, is advancing towards mainstreaming numerous amounts of ethnic dishes through acceptance and consumption. Research taken from the College of Agriculture, Consumer and Environmental Sciences from the University of Illinois indicates that 70 to 80 percent of consumers "are familiar with…Chinese, German, French, Greek, Cajun/Creole, Japanese, Indian, Caribbean and Spanish cuisines" and that the reason for its popularity is because of the diverse immigration into the U.S. As ethnic groups grow larger, so is the change in American cuisine. As a result, various consumers are enthusiastically in quest of spicy foods, playing a vital role in giving recognition to other ethnic foods. That brings me to today's topic The various Pakistani foods that have become popular in some regions of the US, the influence of Islam in its cuisine, and the countless types of herbs and spices used.


The cuisine of Pakistan is a mixture of Arab, Turkish, Persian and Indian influences. Roti (bread), chawal (rice), sabzi (vegetables) and gosht (meat) are the four main components of a Pakistani meal. Naan is the most popular form of bread and is eaten at almost any meal. Besides these basic foods, ceremonial occasions such as weddings have inspired a number of lavish dishes. A traditional dish at marriage feasts, for example, is chicken curry with either pilau or baryani. Ras gulla, made from cream of rice and milk, is an equally traditional wedding dessert. It is served in clay saucers topped by silver foil. Some sweet foods mithai are sweets made of flour and milk or cream and are cooked in sweet syrups. These are very popular and are enjoyed on special occasions. Other foods in American mainstream Fruit drinks, squeezed from pomegranates, apples, melons, or mangoes, and called sharbat, are an important part of the Mongolia cuisine, that had a big influence on Pakistani culture, and the inspiration for American sherbets. This leads me to my next point a big factor that changed how we prepare our food.


The spread of Islam to what is now Pakistan, starting in the Eighth Century, has given a basic character to the food of the people. Taken from CIA-World Factbook, Muslims make up 7% of its population and they refrain from eating any pork. Most Pakistanis follow this diet restriction strictly and will avoid all foods cooked with lard. Alcohol is also prohibited in Islam. The Quranic injunctions against eating pork or drinking alcoholic beverages have directed tastes and appetites in other directions. Lamb, beef, chicken and fish are basic foods cooked with various variations. Chicken, goat and beef are popular either in curried form or char-grilled in a tandoor. Specialties include kababs, tikka (barbecued spiced chicken), korma (meat curry) and pulao (rice cooked with meat).Some of the Islamic feasts involve special dishes. Eid-ul-Adha, which commemorates the Prophet Ibrahims readiness to obey God to sacrifice his son, is observed by the sacrifice of a goat, a lamb, or a cow from which special dishes are made. On Eid-ul-Fitr, which marks the end of Ramadan, the month of fasting in the Islamic Calendar, the serving of a special dessert of vermicelli cooked in milk is a must. Almond and pistachios are added as decorations as is the silver foil. Besides the silver foil, almond and pistachios, there are various other spices and ingredients used to decorate and entice the cuisines of Pakistan.


From the earliest times, the imaginative and sometimes heavy use of spices, herbs, seeds, flavorings and seasonings have helped cooks transform rather ordinary foods into delicious cuisines. Consider some of the most common of these in wide use in Pakistan today chili powder, turmeric, garlic, paprika, black pepper, red pepper, cumin seed, bay leaf, coriander, cardamom, cloves, ginger, cinnamon, saffron, mace, nutmeg, poppy seeds, aniseed, almonds, pistachios, and yogurt. Others include a wide range of pickles, chutneys, preserves, and sauces, together with curries of all descriptions and treatment for meats, seafood, vegetables and lentils, giving Pakistani dishes much of its distinctive character.


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Cultural influences, religious practices, local traditions, ceremonies, or even esthetic preferences, have made their contribution toward the evolution of Pakistani cuisine.


Now you can see why Pakistanis think their food is the best! The next time you try something new, remember that you have been given an opportunity to eat something you don't normally eat and savor the moment that you are now establishing a relationship surrounding whoever made it.


References


1. University of Illinois, College of Agriculture, Consumer and Environmental Sciences http//web.aces.uiuc/wellnessways/pdf/tg_CulturalDivFood.pdf


. CIA The World Factbook, Pakistan http//www.odci.gov/cia/publications/factbook/geos/pk.html


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The Induction Process

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Table Of Contents


SUMMARY OF INDUCTION 1


SUMMARY OF THE INDUCTION PROGRAMME AT VIKING


ORIENTATION CHECKLIST


INDUCTION CHECKLIST (TRAINING) 4


VIKING'S CALL CENTRE INDUCTION AGENDA 5


INDUCTION EVALUATION 7


APPENDIX


Orientation Table of Contents


Welcome to Viking 10


Coles-Myer 11


An Australian Company 11


Our Values 1


Viking's Mission Statement 1


Why You Were Chosen As A Viking Employee! 14


Empowerment 15


You Are Viking! 16


Chronology of Key Events 17


Viking Australia History 18


Organisational Chart 0


Production Capabilities 1


Why has Viking become so Successful?


How can you contribute to Viking?


Our Business Priciples


First Aid Officers 5


Fire Wardens 6


Evacuation Procedure 7


The Local Area North Rocks 8


General Expectations 0


Catalogues 1


Viking's Range Of Catalogues


Catalogue Codes


Private Sale Catalogues 4


How Do We Compile A Mail Shot? 5


What Are Remails? 6


The Steps Involved to Process an Order 7


The Basic Phone Order Flow 8


Web-site Information


Glossary Of Terms 40


Summary Of Induction


Induction is the first step in building a two-way relationship between the organisation and the employee.


When employees first join the organisation it is an unique opportunity for the organisation to harness the moment and express how valuable this opportunity is for both parties as this is the time which to utilise all of the motivation, enthusiasm and ideas that starting a new role will bring.


As the pressure of workload increase this opportunity then diminishes. It is therefore important that each new employees member is supported and given every opportunity to be integrated into the business. A rigorous and well-planned Induction process is key in achieving this.


The transition to the new workplace is made easier and more effective for both the new employee and the employer if there is an effective induction process eg; following objectives covered.


· The organisation;


· The department;


· The organisational policies; and


· Their own key performance indicators.


· All aspects of the employment relationship;


· The organisational structure;


· All communication channels within the organisation;


· The geography of the workplace.


Benefits of Induction include


· Avoiding any doubt on the part of the new employee, especially in respect of levels of quality of performance required by the organisation;


· Giving the new employee a sense of certainty in not only their job but their total professional environment;


· Avoiding any possible personal grievance actions through the failure of the employer to adhere to Performance Management procedures.


Summary Of the Induction Programme At Viking


When looking at the Viking induction process it is extremely hard to fault, as this process is driven towards the well being of both parties the "organisation - employer" and the "employee". This process starts from


· The commencement "letter of offer" which is sent to the new employee with contains a starter pack explaining all the necessary details that they may require.


· The first day where it is all about the "meet and greet" process, which then blends into the orientation process.


· The Induction "training" process then really start's to focus on the individual departmental objective's, which in the call centre's case is approximately two weeks in length, however the whole process is looked at over a one Month period.


· One of the most important parts of the induction process is the time Viking takes as a whole to ensure that the feedback from the "evaluation process" is utilised for the benefit of the organisation and not pushed aside.


Attached and in order are the following checklists that display how the "Induction" process is delivered and also to what time frame it is delivered in


· Orientation Checklist


· New Hire Checklist


· Induction Training Checklist (first five days)


· Induction Evaluation Checklist


· Orientation Program "Booklet" (I have attached this as a whole due to the important directional focus of the organisation towards expectations of the employee towards the company's value's of Fanatical Customer Service "FCS".


As a whole Viking looks at empowering the employee through the Induction process by drilling down into segmentations of each process that is expected in their daily role through multiple method's such as, communication and training with peers and managers (employers) as well as the overall organisation goals and value's. If the employee does not understand what the role is, how it "FIT's" into the organisation, who is who or what are the actual expectations of the role then why have an Induction programme? Viking looks at the benefits, expectations, and overall structure of roles and the organisation so each employee understands exactly what is from them and what is expected from the employer. Viking looks at ensuring the best "FIT" from the employee's perspective and as well from the employer's perspective as with out this no matter how hard you try "square pegs do not "FIT" into round holes.


What are my thoughts on Vikings Induction Programme Simply if I need to look at an induction programme in the future I will be ensuring that I have a copy of this one tucked away for safe, keeping.


Orientation Checklist


DAY ONE


Time Agenda Activity


- .0 Welcome to Viking Introduce each other activity. Use snakes to pair people up and interview the following person. Ask Family, prior job, attraction to job, years of customer service experience, interests, favourite movie / TV show. Present. Add up years of C/S history.


.0 - 10.0 Welcome to Viking Overview Video, Orientation book, values, mission and philosophies


Morning Tea


11.00 - 1.00 Viking Introduction cont. Policies


Lunch


1.0 - 1.0 Tour of Warehouse and Corporate Take trainees around Viking


1.0 - .00 Introduction to Catalogues Given order entry book and catalogues. Given 15 mins to look through catalogues. Write down 5 observations. Discuss.


.00 - .45 Introduction to AS400 Discuss the importance and trainees sit at terminals and begin logging in.


Break


.45 - 4.0 Order entry Screens Order type, header screen, detail screen, Price orders


4.0 - 4.45 Debrief Trainees encouraged asking questions and debriefing day. Revise some of the key issues.


DAY TWO


Time Agenda Activity


.0 Welcome and Review Review what was discussed in day two. What were your impressions of the organisation?


.0 - 10.0 Welcome to Viking Overview Video, Orientation book, values, mission and philosophies


Morning Tea


11.00 - 1.00 Viking Introduction cont. Policies


Lunch


1.0 - 1.0 Tour of Warehouse and Corporate Take trainees around Viking


1.0 - .00 Introduction to Catalogues Given order entry book and catalogues. Given 15 mins to look through catalogues. Write down 5 observations. Discuss.


.00 - .45 Introduction to AS400 Discuss the importance and trainees sit at terminals and begin logging in.


Break


.45 - 4.0 Order entry Screens Order type, header screen, detail screen, Price orders


4.0 - 4.45 Debrief Trainees encouraged asking questions and debriefing day. Revise some of the key issues.


Induction Checklist (Training)


NEW HIRE TRAINING CHECKLIST


To Do Form required Contact Form Sent Action Complete


1 AS400 Access AS400 New User Request Form Lorraine /05/00 Yes


ID Tags Security Request Kelly Tritton /05/00 Yes


PC Access/Email Network & Email Access Form Carl Shen/Fraser /05/00 Yes


4 Training Manual Book Melissa Molloy /05/00 Yes


5 Name Plates Email Leeanne Williams /05/00 Yes


6 Coffee Mugs Email Laura /05/00 Yes


7 Extension List Email Flo /05/00 Yes


Viking's Call Centre Induction Agenda


Day 1


Time Topic Suggested Activity Reference


- 100am Greeting/Orientation Do interviews in pairs, general chat. Give details on amenities, kitchens etc. Overview of Viking - Values, missions and philosophies. Laura - orientation handbook


Break


1045 - 110 Orientation cont. Laura - orientation handbook


110 - 100 Order Entry Manual and G book Allow 15 min to look through the G book and hand out OE manual. Explain AS400 and were to find Viking Acct numbers and codes on a customers catalogue. G Book and OE manual


Lunch


10 - 145 Logging on Have trainees sit at terminals and begin to log on to the system. Password for PC (Au-Trainer/Sydney) Password for AS400 (orderent/orderent) Explain keys used to navigate the system emphasise the TAB key


145 - .00 First 4 screens in Order Entry 1. Order type and Account number - explain how orders are placed and how we access the account . The Header Screen - What info can be found and what needs to be completed to move on. .The Detail Screen - What info can be found and how to change lines enter products etc. 4. Total Screen - emphasise importance of totalling order and advising h/fee.


Break


.15-4.15 First 4 screens in Order Entry Discuss Handling fee what it is for and also discuss freight charges and when they are applied to a customers order. Line Comment Sheets


4.15-4.0 Debrief Discuss day briefly and let go early


Day


Time Topic Suggested Activity Reference


0 Revision Revise yesterday's screens. Questions and Answers


0 - 45 Call Flow Discuss Call Flow Manual p1


45 - 100 Practice Using all four screens using G book and entering lines/changing/sale pricing. Practise moving between screens and the functions that are used to do this.


Break


1045 - 1.00 Function Keys Begin with the function keys that are used when entering an order starting with the header screen. Give lots of examples of each and allow practice time before moving on Manual p14-4


Lunch


1.0-.0 Function Keys Continue with Function Keys Manual p14-4


.0-4.0 Buddying Buddying


Break


4.0-5.00 Review of Day Discuss afternoon on phones, questions etc.


Day


Time Topic Suggested Activity Reference


0 Revision Revise all of yesterdays content, through questions, a game, scenarios etc.


.0-10.0 Continue with Functions Continue with function keys Manual p14-4


Break


10.45-1 Continue with Functions Continue with function keys Manual p14-4


Lunch


1.0-.00 Keying Faxes Very simple faxes for processing. Either in pairs or individually


.00-4.0 Buddying Listening for correct order flow and how to access information for the customer


4.0-5.00 Review of Day Discuss calls any questions etc


Day 4


Time Topic Suggested Activity Reference


.0-10.0 Revision Revise all of yesterdays content, through questions, a game, scenarios etc. G book Race, mark out lines on floor and first person to end will win a prize by finding the correct page numbers for certain products


Break


10.45-1.00 Catalogues Give each trainee a copy of the current sale catalogues as well as G book. Discuss Sale pricing and what prices to quote customers. Do Catalogue Quiz back of manual. Copies of current catalogues


Lunch


1.0-1.0 Keying Fax's Practise Role play using Fax's Fax's


1.0-.0 Order Entry Main Screens Stress that these screens have been seen already, it is just a different way of accessing information. Give examples of each screen and have trainees practice with these screens Manual p6-6


Break


.45-4.0 Buddying Making notes of any questions or different approaches things liked/disliked


4.0-5 Review of Day Discussion of calls and experiences


Day 5


Time Topic Suggested Activity Reference


.00 - 0 Revision Revise all of yesterdays content, through questions, a game, scenarios etc.


.0 - 10.00 Compatibility Quiz Complete quiz, discuss answers Manual pg 75


10.00 - 10.0 New Account Set Ups Discuss Differences between prospects and established accounts


Break


10.45-11.00 New Account Set Ups Start with Flow Chart Manual pg 8


11.00-1.0 New Account Set Ups Step-by-Step fields required setting up new account. Read thru manual then do each field one by one on system Manual pg 41


Lunch


145 - 4.45 On the floor Reps back at their own stations.


4.45 - 5.00 Debrief Clarify issues / assess calls


Induction Evaluation


EVALUATION


COMPANY DATE


SESSION NAME TRAINER Melissa Molloy


PARTICIPANT NAME (optional)


Would you kindly rate this session overall


Excellent Very Good Good Fair Poor


Would you kindly evaluate the trainer


Excellent


Poor


Trainers presentation skills 5 4 1


Trainers subject knowledge 5 4 1


Trainers ability to interact with students 5 4 1


Please evaluate the session


Excellent


Poor


Course content and structure 5 4 1


Course materials and presentation 5 4 1


Course relevance to your work environment 5 4 1


Please explain your evaluation


What are the three most valuable things you have learned from the session?


1


What recommendations would you make to improve this session in terms of


(The trainer, videos, materials, content, comfort, group interaction, other?)


Please complete the following statements in whatever way is most


appropriate for you


The course made me feel


I liked


I didnt like


I wish we had time to


Id also like to say


Thank you so much for your participation. I hope you enjoyed the session


Appendix


Orientation Table of Contents


Welcome to Office Works & Viking!


Coles-Myer - An Australian Company


Our Values


Our Mission Statement


Why You Were Chosen As A Viking Employee!


Empowerment


You Are Viking!


Chronology of Key Events


Viking History


Organisational Chart


Production Capabilities


Why has Viking become so Successful?


How can you contribute to Viking?


Our Business Princ


First Aid Officers


Fire Wardens


Emergency Contingency & Evacuation Procedure


The Local Area North Rocks


General Expectations


Catalogues


Viking's Range Of Catalogues


Catalogue Codes


Private Sale Catalogues


How Do We Compile A Mail Shot?


Remails


The Day In The Life Of An Order


The Basic Phone Order Flow


Web-site Information


Glossary Of Terms


Welcome to Viking


On behalf of the management team and employees of Viking Office Products, we would like to formally welcome you. You are now officially part of the Viking family and we believe you will enjoy all your experiences here.


You are now a part of an organisation that has operated in Australia for years and in early 00 become a subsidiary company of Officeworks Superstores (Coles Myer). Officeworks' acquisition of Viking on rd January 00, has meant we are now a part of Australias largest retailer of office supplies. While both organisations share the same passion for customer service and the desire to be Australia's first choice in office supplies, they continue to operate as competitors in the market place.


To understand the overall organisation, Officeworks has more than 6 stores and is Australia's largest retailer of office supplies, catering specifically for the needs of small to medium size businesses, home offices and students alike. With more than 7,000 office products under the one roof, Officeworks Superstores offer customers the convenience of one-stop shopping for their office supplies, equipment and services. Officeworks employs ,800 people to cater specifically to the needs of their customers.


Viking in contrast operates call centres and distribution centres across three states (VIC, NSW & WA), focusing on 'direct marketing' as opposed to retail sales. There are 0 employees who work for 'Viking'. The combined strength and size of Officeworks and Viking, allow us to offer unique benefits to all our customers and employees, whilst always remembering that our single most important asset is our people.


Viking is now in a rapid growth phase, which means that you'll have an exciting opportunity to grow and develop if you are committed, flexible and dedicated to getting the job done. In response, Viking will be committed to providing you with support and technologies to make your job easier, which in turn raise our level of service. Ultimately though, your success lies with you and the enthusiasm you show today will suitably prepare you for a rewarding career at Viking.


Over the next few weeks you are to begin an exciting adventure. During your training you will discover whom Viking is, what were about and your role in Viking's future success. You can be assured that at Viking you are a valued member of the team and will be given the opportunity to grow personally and professionally.


Think of the following Orientation booklet as a prospectus and let it help confirm why you've made the right decision to come and work for Viking.


As it is impossible to cover everything here, if you have any questions, problems or are in doubt as to how policies affect you, please feel free to ask your Manager or Human Resources Manager. Either will do everything they can to make your time at Viking a happy and successful one.


Coles-Myer


An Australian Company


Officeworks is part of Coles-Myer. Therefore, as a Viking employee you have the opportunity to grow and develop within this large Australian owned organisation. So to give you an overview of where you fit it…here are some facts about Coles-Myer.


· Operates around 1800 stores in Australia and New Zealand


· Is listed on the stock exchanges of Australia, London, New York and New Zealand


· Is Australia's largest non-government employer with over 160,000 staff


· Operates the following retail brands Coles, Bi-Lo, Myer, Grace Bros, Megamart, Kmart, Target, Liquorland, Officeworks, Vintage Cellars, Harris Technology, Shop fast and Emerging Businesses.


· Company Chairman is Mr Richard Allert and Chief Executive Officer and Managing Director is Mr John Fletcher


· Spends around $1 billion a year buying merchandise and services from over 61,000 suppliers


· Has over 580,000 shareholders. The majority of Coles Myer's non-employee shareholders are "mums and dads", holding 5,000 or less shares.


· Is Australian-owned, with a head office located in Melbourne, Victoria


· Is more than 100 years old.


Coles Myer's Vision


Coles Myer Ltd. will create benefits for its stakeholders - its customers, staff, suppliers and shareholders - by being the best retailer in every market in which the company operates.


We will achieve this goal by


· Meeting customer needs through dynamic, innovative, retail businesses, which are leaders in value and service.


· Recruiting, training and promoting outstanding people who are selected and rewarded solely on merit.


· Building long term, mutually beneficial supplier relationships.


· Providing consistently superior returns to shareholders.


· Being a responsible and caring corporate citizen.


We will be known for honesty, leadership and open and responsive communication. We will set standards of best practice. We create and welcome change. We aim for simple and productive internal structures. We make optimum use of our retail and management knowledge, our technology and the talents of our people. Whatever we do, we do with integrity. Over time, we aim to be the best retailer in the world, not by our standards but by those of others.


Our Values


Our mission at Viking is simple - to impress each individual customer so much, that they WANT to buy from us again. We have an entrenched belief that our employees need to continually demonstrate FANATICAL customer service for us to achieve this. This means surprising our customers with personal and exceptional service and exceeding their expectations 100% of the time.


We appreciate our customers can buy their office supplies from a variety of retailers, so it is imperative that we build relationships and provide them with reasons to return. Even though our prices are competitive, it is our "fanatical" service that keeps our customers buying from Viking. Likewise, it is our services which include, free overnight or same-day delivery, no hassle returns, open account credit, one year unconditional guarantee and many more.


At Viking our values are entrenched within our culture and we have a firm believe that to be successful they must be lived and breathed.


Respect for the individual


¨ We value diversity across the Company


¨ We praise publicly and provide constructive feedback'


¨ We listen; we understand and we are responsive to each other


¨ We treat every employee, customer and supplier with honesty, dignity and respect.


¨ We provide a safe place to work for our employees and to shop for our employees and to shop for our customers.


Fanatical Customer Service


¨ We impress our customers (internal and external) so much that they want to buy from us again.


¨ We give higher priority to people than to tasks.


¨ We do it right the first time but "wow" our customers on recovery when we miss.


Excellence in Execution


¨ We are committed to grow shareholder value.


¨ We consistently involve employees at all levels toward the relentless improvement of our business.


¨ We hold ourselves and our teammates accountability for results.


¨ We strive for perfect execution every day.


¨ We reward innovation and intelligent risk taking.


¨ We celebrate the wins.


Viking's Mission Statement


Viking sells office products to small and medium size businesses nationwide through innovative, aggressive direct marketing catalogues and programs.


To be successful and grow our company, while each of us advance our careers and benefit our families, we are committed to the following


1. That every customer, large or small, receives our best honest and personal service.


. That each of our efforts result in so impressing our customers that they want to buy from us again.


. That we provide quality business products at significant savings while generating acceptable profits for our company.


4. That we strive to provide "Same Day or Next Day Delivery" to all our customers nationwide.


5. That Viking grow at a healthy rate, producing exceptional results through effective and aggressive marketing, intelligent cost control and involved, results-oriented management.


6. That each employee take responsibility for maintaining our business and for recognising needed changes to "fix" that which is not acceptable.


7. That Viking be recognised by its employees, customers and suppliers for EXCELLENCE, INTEGRITY AND MARKET LEADERSHIP.


Viking's Value Statment


8. Every employee, customer and supplier will be treated honourably and with mutual respect in all matters.


. Every employee will be compensated fairly and afforded career opportunities in accordance with his/her skills, personal effort and future potential.


Why You Were Chosen As A Viking Employee!


Viking believes that its employees' are its most valuable asset and to be successful you need the right people. Therefore we place a great emphasis on recruiting. We don't just focus on your technical skills, we look for personal attributes and qualities that our customers will respond too. In other words, you have been selected because of the person that you are, not just for the technical skills you have to fulfill the task.


Qualities that are important to Viking


· COMPASSION & CARING


· RESPONSIBILTY


· SENSE OF HUMOUR


· STRONG CUSTOMER SERVICE


· FLEXIBILITY


The above characteristics are essential when dealing with customers and fellow colleagues. We receive hundreds of letters each year from our customers complimenting our employees on their manner, general attitude and professionalism. We are renowned for our service and now in your new role you too can help to strengthen these relationships.


Empowerment


Dictionary Definition


To give (someone) the power or authority to do something


Viking Definition


To have the power or authority to always say YES


You Are Viking!


Even though we may sell the very best office equipment and provide an excellent delivery service, it is when our customers hear you on the telephone, that they form an opinion of us….thus….. YOU ARE VIKING!


You are the person who influences whether our customer's call back. The way you sound and what you say greatly impacts how the customer feels and consequently what they'll tell people about Viking. Therefore, it is essential to make our customers feel important and feel as though we appreciate the time that they've taken to place the order.


You are often the first contact the customer will have with us, so it is extremely important that you make a lasting impression. Think about your own experiences with Call Centres… What do you expect as a customer? Use this insight to control your calls and provide the service that you expect.


Chronology of Key Events


160 Viking founded by Rolf Ostern in Los Angeles, California


10 IPO - Initial Public Offering, Viking goes public on the Nasdaq stock market


Vikings first launch into Europe opening of Leicester, United Kingdom


11 nd Public Offering. All debt eliminated.


Database Marketing begins with individualized catalog covers.


1 Opening of Sydney, Australia Call Center & Distribution Center


16 January Opening of Melbourne, Australia Distribution Center


Bruce Nelson appointed President & COO


Irwin Helford continues as Chairman of the Board & CEO


June Sales reach ONE BILLION DOLLARS


18 May Viking and Office Depot announce Merger Agreement


August Viking and Office Depot merger approved. Viking becomes a wholly owned subsidiary of Office Depot, Inc. Combined revenues total $ billion, the largest supplier of office products in the world.


1 December Consolidated revenues for Office Depot & Viking worldwide exceed $10 billion.


000 October Viking launches Internet in Australia www.vikingop.com.au


001 February Viking Australia wins Country of the Year


April Viking Australia announces acquisition of Sands & McDougall in Western Australia.


August Viking ships first same day delivery to Perth metro customers.


December Viking Australia Managing Director, Anne


Cashman is promoted to Senior Vice President and General Manager of US Viking.


00 March Chris Furtado joins Viking as Managing Director


August Viking and Office Depot announce Sale of Viking


00 January rd - Sale Official. Viking now a whole-owned subsidiary of


Officeworks Superstore


August Chris Furtado left the Viking Business as Managing Director.


Andrew Thompson assumed the role of General Manager Direct Businesses.


October Sands and McDougall business merged with Corporate Express.


Only the distribution centre remained with five full time employees.


Viking Australia History


In August 1, Viking Office Products was incorporated and a success story began to unfold. Viking Australia opened its doors and commenced trading from Pike St, Rydalmere on the 5th October 1. Our very first order was taken at 10.00am on that day, the first of over 100! Our first repeat order was taken the very next day. The customer was so impressed when he received his goods on the morning of the 6th October that he rang to place another order. That was the beginning of our FANATICAL CUSTOMER SERVICE!


On the 5th November 1 (exactly one month after opening) Viking received over 1000 orders. In one month we had a database of 1,418 customers.


In the first nine months of trading to June 0, 14 Viking Australia reported revenue of A$ Million. In our first full financial year (ending June 0, 15) we reported revenue of A$5 Million. In the last financial year (8 ) our total revenue was A$115 Million.


When Viking entered the Australian market, there was little, if any, direct marketers in the office products industry. Since then many companies have attempted to imitate the Viking method of reaching its customers through catalogues with varying levels of success. However, rather than concentrating on the competition of our competitors and their activities, Viking choose to focus all its energies on the needs of our people & customers.


That is why FANATICAL CUSTOMER SERVICE is so important to us at Viking.


Since we opened our doors in 1, our business has gone from strength to strength and we are growing at a rapid rate. Viking entered a lease agreement in 1 to occupy the office and warehouse facility at Pike St, Rydalmere.


The lease was signed in the knowledge that the space available would meet our current needs and allow enough space for growth within our first lease period of five years. However, by the end of 14, only after one year of trading it was obvious that we had outgrown the site. So in early 15 we were forced to lease additional office space in South St, Rydalmere (one block away from where we were). At this stage there was only one department located off the Pike St site. As the company grew, it was obvious that to meet the growing needs of our business and 4 more departments moved to the South St site by the end of 15. At this stage we were also looking for a more permanent solution to our problem. We started looking for new office facilities. We analysed where our employees lived and found a central location of land at North Rocks. In February 16 we purpose built our new facilities and in October 16 we moved in and all the office staff were again in one location.


Our warehouse staff joined us in July 18, moving into a brand new warehouse complete with the most modern technology in the Australian office products industry. In total Viking has invested over $1 Million in building this location. That was a significant investment for a company that had only been operating for almost 5 years.


As we kept increasing our business and attracting more customers we were looking for ways in which we could improve the quality of our services. One solution was to open a warehouse satellite in Laverton, Melbourne. This increased our service to customers in the Western & Southern states of Australia. Melbourne has a distribution centre only and was opened on January 1th, 16. Therefore all orders are taken in Sydney & packed, picked & shipped in Melbourne. All our Customer Service & Credit enquiries are handled through our call centre in Sydney. The goods are only shipped out of Melbourne. Approximately 0 people work in Melbourne compared to 10 in Sydney.


The warehouse in Melbourne is extremely advanced with up to date technology and ships to places such as Perth, Adelaide, Melbourne, Tasmania & Southern NSW. It also enables our customers who are in the Melbourne CBD to receive their goods on the same day as ordering.


Viking Australia is constantly changing and will no doubt continue to grow like it has in its first five years of operation. We must remember that our customers will only keep coming back to us and we will continue to keep growing if we ALL provide FANATICAL service to EVERY customer, EVERY time.


Organisational Chart


Production Capabilities


Viking


· currently receives in excess of 000 orders EVERYDAY!


· dispatches 100% of all orders taken EVERYDAY!


· picks & packs over 5000 cartons EVERYDAY!


· handles over 10000 different stock items EVERYDAY!


· receives over 4000 customer calls EVERYDAY!


· strives to maintain below 0.5% in abandon calls EVERYDAY!


· provides customers in Sydney & Melbourne Metropolitan areas with same day service EVERYDAY!


· maintains a backorder level of less than 0.5% of sales EVERYDAY!


· catalogues to prospects and customers across Australia EVERYDAY!


· serves businesses across the nation EVERYDAY!


· delivers orders throughout Australia EVERYDAY!


· opens in excess of 150 new accounts EVERYDAY!


Why has Viking become so Successful?


From the outset Viking has always been committed to the customer by providing Fanatical Customer Service. We strive to impress our customers (regardless of cost) through dedication and commitment and believe that every Viking employee can make a difference. The reason our customers return is not just because to our competitive prices, but the services we offer. We will admit that we are not the leaders in offering the lowest prices in stationery, but we are one of the leaders in the service industry.


The services that keep us competitive and encourage our customers to return


· 0 day free trial on EVERY product we sell.


· A one year money back guarantee on ALL our products.


· Same Day delivery for all our customers in the Sydney & Melbourne Metro areas. ( the order must be placed by 110am)


· A dedicated customer service department & product specialists to efficiently handle any customer enquiries or problems.


· 1800 numbers for customers to call customer service, credit, collections & order entry.


· Our backorders are kept to a minimum. Our products are rarely out of stock.


· Flexible hours Monday to Friday 7am 7pm


Saturdays 8am pm


How can you contribute to Viking?


The whole purpose of your role at Viking is to ensure that our customers are well looked after. All we ask is that you continue to serve ALL our customers both internal and external to the best of your capabilities.


We aim at Viking to ensure that the service we offer to our customers is beyond their expectations. We believe that if our customers receive great service they are more likely to return to us again and again for their stationery needs.


We know that if customers are impressed with our quality of service, they are more likely to spread the word to family and friends and "word of mouth" is by far one of the most effective forms of advertising.


Whilst these beliefs benefit the company, what about you? Why should customer service be your priority? Besides being the reason you were employed, it should be more about the satisfaction that comes from treating people with respect and being respected in return. Your satisfaction should come from knowing that you're not just doing your job, but performing to the best of your ability.


We believe that if you treat people well they will usually respond in the same positive manner, which in turn will make your make role far more enjoyable.


Our Business Priciples


A CUSTOMER is the most important person in our business


A CUSTOMER is a person who brings us wants and needs it is our job to fill those wants and needs.


A CUSTOMER is not dependent upon us we are dependent on our customer


A CUSTOMER is not an interruption of our work a customer is the purpose of it


A CUSTOMER does us a favour when he/she calls we are not doing a favour by serving him/her


A CUSTOMER is part of our business not an outsider


A CUSTOMER is not a cold statistic he/she is a flesh and blood human being with feelings and emotions like our own


A CUSTOMER is not someone with whom we argue or match wits


A CUSTOMER is deserving of the most courteous and attentive treatment we can give


A CUSTOMER is the person who makes it possible to pay our salary whether we are a warehouse employee, telephone rep, office employee, manager or president


A CUSTOMER is the life-blood of every business


First Aid Officers


GROUND FLOOR


Karen Purkis Financial Services Ext. 4458


Lee-Anne Williams Merchandising Ext. 447


FIRST FLOOR


Jackie Carlo Credit Ext. 5810


Joselyn Newcombe Credit Ext. 5807


DISTRIBUTION CENTRE


Gosal Ajit Singh Goods Inwards Ext. (Page)


Joe Vetrano Goods Inwards Ext. (Page)


Fire Wardens


Chief Warden Brian Rennie (Ground Floor, Merchandising)


CALL CENTRE / OFFICE


Deputy Chief Warden Lynne Gamble (First Floor, Call Centre)


Area Wardens Nayef Abourizk (Ground Floor, Merchandising)


Margaret Gallagher (First Floor, Call Centre)


Wardens Kathy Horner (First Floor, Call Centre)


Barbara Kerr (First Floor, Call Centre)


Liz Kogan (First Floor, Call Centre)


Mark Pellow (First Floor, Call Centre)


Damien Yee (First Floor, Direct Response)


Michael Mariakis (Ground Floor, Merchandising)


SYDNEY DISTRIBUTION CENTRE


Deputy Chief Warden Ken Davison (Assembly/Dispatch)


Area Wardens Charlie Assaf ((Assistant Manager Receiving)


Glen Mansfield (Production Co-ordinator)


Dean Williams (Assistant Manager Returns)


Wardens David Cubitt (Goods Inwards/Inventory)


Rob Larkin (Transport)


Emergency Contingency and


Evacuation Procedure


1. Rescue/assist anyone in immediate danger


. Advise receptionist of location and nature of the emergency Dial (Receptionist will advise Chief Warden and the emergency services)


If unanswered/busy/after hours contact emergency services direct. Obtain an outside line and DIAL 000


The chief Warden /Area Warden/ Wardens and other members of the Emergency Control Organisation will assess the situation, take control and issue instructions. Directions given by the Emergency Control Organisation personnel must be observed.


. Fight the fire only if you are trained and it is safe to do so.


4. Evacuate the area when instructed by Wardens. When instructed to evacuate, move quickly but in an orderly manner, as directed by Area Warden/Wardens


5. Proceed to assembly area. If you have a mobile phone take it with you.


6. Remain in assembly area. Do not re-enter the building until authorised to do so.


All staff are to make themselves aware of the location of portable fire extinguishers, emergency exits and the location of the assembly area.


To Contact Emergency Services Direct


Obtain an outside line Dial "000" ask the operator for the service you require i.e. Fire/Police/Ambulance. Wait to be connected and calmly advise the operator of


Building Viking Office Products


Location 15-17 Loyalty Rd, North Rocks


OR


1 5 Fitzgerald Rd, Laverton North


State clearly the location and nature of the emergency


After Hours Once you have raised the alarm, evacuate the building


The Local Area North Rocks


Welcome to the suburb of North Rocks The home of Viking Office Products.


Following is some information about the local area of North Rocks and a list of shops, services & local supplies close to our site.


Petrol Stations


Mobil Cnr Statham and North Rocks Rd


Banks


St George Westfield Shopping Centre, North Rocks Road


ANZ Westfield Shopping Centre, North Rocks Road


Other Services


Australia Post Westfield Shopping Centre, North Rocks Road


General Practitioners 41 North Rocks Road (Doctor's surgery also in Westfield)


Optometrist Westfield Shopping Centre, North Rocks Road


Dentist - North Rocks Road


Chemist Westfield Shopping Centre


Veterinary Surgery 6 North Rocks Road


Westfield Shopping Centre


· Franklins


· Hairdresser & Beauty Salon


· Patisserie & Donuts


· Poultry Shop


· Clothing Alterations


· K Mart


· Rabbit Photo


· Shoe Repairer


· Pet Shop


· Health Food


· Dymocks


· Coles


· Green Grocer


· Butcher


· Delicatessen


· Bakery


· Music Shop


· Video-Ezy


Food Services


Viking makes a point of looking after its employees. One such way is by providing a full catered and subsidised cafeteria called CAFÉ VALHALLA (Viking Heaven). You are able to purchase a wide variety of meals from breakfast to snacks to daily menus and sandwiches. You are also able to pre-order your lunch. Please see Caf staff for instructions. The Caf closes around .0pm


There are also a variety of fast food outlets at Westfield. There are also outlets located in the area such as Pizza Hut, Massinis Italian Restaurant, Chinese Kitchen & Treasure Chinese Seafood Restaurant. The closest McDonalds is located in Church St, Parramatta.


Transport


Harris Park Transport run buses from Parramatta Station to Beecroft via North Rocks Rd. See reception for timetable information


General Expectations


While every manager has their own expectations for the people in their department, there are some general Viking expectations for everyone who joins our call centre.


· Punctuality


· Good attendance


· Honesty


· Respect


· Practice safe work habits


· Rumours are counter productive


· Maintain a positive and flexible outlook


· Full days work for a full days pay


· Communicate openly


· Always say "yes"


· Do it right the first time


· Be a team player


· Take initiative Be empowered!!


· Offer suggestions


· Learn as much as you can !!


· Follow guidelines & procedures within Viking as well as any legislation


· Ask questions


· Provide Fanatical Customer Service "….. and Then Some !" service to EVERYONE our external & internal customers


· And….ultimately enjoy yourself !!


"If you find a job you really love You'll never work again!"


Catalogues


Viking mails a wide range of catalogues to their customer's that cater to most business requirements. We target small to medium size businesses via direct mail through catalogues. At present this is our only form of advertising. We do not have a retail outlet and do not have any sales reps. Our catalogue is our "salesperson". Our sole advertising budget is geared towards catalogue marketing.


Examples of the businesses who receive our catalogues


Schools Service Stations


Hospitals Builders


Solicitors Painters


Accountants Hotels / Clubs / Restaurants


Churches Office managers & secretaries


In the financial year (July 8 June ) Viking mailed over 160 million catalogues worldwide. In Australia alone over 10 million catalogues were mailed out to existing and potential customers.


Since the catalogues are our only form of sales it is important that you remember, YOU are the first impression the customer has of Viking. YOU are the most important person at Viking. YOU will determine whether that customer returns.


Viking's Range Of Catalogues


"Y" Book Prospect


"G" Book General Buyers Guide


"GA" Book General Buyers Guide (Sample Group)


"A" Book Monthly Sale Book


SPECIALIST CATALOGUES


"F" Book Furniture Catalogue


"I" Book Imaging Supplies


"J" Book Filing Supplies


"T" Book Technology


"W" Book Warehouse Book


"P" Book Paper Supplies Book


"X" Book Xmas Book


Catalogue Codes


Each catalogue has its own prefix-


e.g. A61


The letter indicates which book is being used-


e.g. A Sale Book


F Furniture Book


G Buyers Guide


N Imprint Book


P Paper Book


The 1st digit refers to Australia;-


e.g. A61


G67


The second digit refers to the current month-


e.g. A61 January


A67 July


When October is reached 1 is added to the country digit and the current month digit will reflect the month-


e.g. A70 October


P7 December


The "G" book is unique, the numbers after the "G" are the numeric sequence of the catalogue. The "G" book comes out twice a year, January & June. This book is known by many names the "big book" or the "Buyers Guide".


Private Sale Catalogues


Viking also sends out a number of catalogues with ink jetting (personalising) on the front and back of the catalogues. The reasons for these are varied-


· To reactivate customers (customers who haven't ordered in a while)


· Informing customers of Vikings services (same day delivery etc)


· Cross selling products


· Free offers (buy 10 reams of paper get a free post it cube)


· Offering equivalent Viking Products (Viking diaries instead of Collins diaries)


Viking finds that talking to customers on a "one-to-one" basis enables us to develop a deeper relationship with the customer. The customer then feels as though we understand their business needs and what they expect from us. This improves our response rates greatly, which means that we generate more sales and profit.


Viking is striving to be more personalised when sending catalogues, therefore, it is EXTREMELY important for us to obtain the correct information when setting up accounts.


How Do We Compile A Mail Shot?


The overall mail plan at Viking is prepared each year, prior to the end of financial year. The reason being that marketing budgets are set to determine where there is growth in sales, gross profit and the $$'s to allocate to advertising.


The expiration date for each catalogue is then determined. Some books have a longer life span. For example "A" books usually have a life of five weeks. Specialty books such as the P, K, F etc are all given different "lives" some of these could be three months, some of these could be four or even up to six months. This means that the pricing within these books will be current for the life of that book. Expiration dates appear on the front of each catalogue.


The mailing schedule is then prepared prior to the new year starting. This schedule includes our selections from our customer base.


The procedure is as follows


1. Data processing bureaus and printers receive a copy of the schedule.


. A catalogue is chosen.


. A list of suitable customers is selected from rented lists & Vikings own database.


4. The information is processed onto a computer tape.


5. The printers receive the tape and process the catalogues in batches according to geographical area.


6. The printers then lodge our catalogues, which are already sorted into areas, and Australia Post who then delivers these to our customers.


What Are Remails?


If the same catalogue is mailed again, we call that a remail. Remails are targeted at people who have ordered from that book before.


Remails are sent to reinforce that the catalogue still has a "life" and to prompt for that further order.


If a book has two remails the second remail will be identical to the very first book the customer received, however they will have a different keycode.


In order to be able to track and analyse results, each and every mailing is treated uniquely. We do this by allocating a 4-digit keycode that appears after the account number.


e.g. CO54685 MNAA


This keycode is then tracked back to a particular month & type of buyer


e.g. MNAA 08/6 First Time Multibuyer


A MULTIBUYER is defined as someone who has purchased more than once in that calendar year.


A SINGLEBUYER is defined as someone who has purchased only once in that calendar year.


Selections are targeted towards multibuyers & lapsed customers (someone who has purchased in the previous year but has not since) because we know they have made more than one purchase.


The Steps Involved to Process an Order


Step 1 It all begins with Merchandising. They determine what products to carry, what the products will sell for, negotiate costs and plan the presentation of the products in the catalogues.


Step Then our Creative Services department does the graphic design, layout and creation of our catalogues.


Step Direct Response department determines which catalogues we will mail to which customers and when. They also decide which companies to target as prospective customers.


Step 4 The Mail Department helps us too. They send out individual catalogue requests, as well as process our enormous volume of mail.


Step 5 Inventory Control makes sure we have enough stock in our warehouses to fill all our customers orders without delay. They have the overall responsibility for our backorder level.


Step 6 Our Couriers (Comet & Allied) make sure we have everything in place so that we will be able to get the orders to our customer's quickly and economically.


Step 7 IS (Information Services) makes sure we have functional systems and equipment to help us assist our customers.


Step 8 Our Accounting team makes sure our bills are promptly paid so that our vendors help us in every way. Of course our payroll officer makes sure we get our pay on time too.


Step The Human Resources department helps us make this a great & safe place to work by providing us with benefits & helpful service.


Step 10 The Training Department kicks in by helping to develop the staff at Viking & developing training programs unique to Vikings needs.


Step 11 Our Distribution Centres are staffed & managed so that we can ship out 100% of our customers orders the same day.


Step 1 Our Call Centres are filled with fanatical people, ready & eager to handle any customer need from entering orders to establishing credit.


Then it happens…. The customer receives our catalogue and you have the opportunity to provide fanatical customer service.


The Basic Phone Order Flow


Web-site Information


Viking www.vikingop.com.au


Officeworks www.officeworks.com.au


For your Interest


Coles-Myer www.colesmyer.com.au


Viking USA www.viking.com


Your Viking Email Address firstname.lastname@viking.net .au


Glossary Of Terms


Abandon Call The customer has disengaged their call whilst waiting on the queue.


ATL (Authority to Leave) The customer takes responsibility for the order to be delivered without a person to sign upon delivery.


Backorder When a product is out of stock at the time of ordering, it will be placed on backorder for the customer & will ship out once stock has been received from the supplier.


Call Tag Arranging a pickup of goods to be returned.


Cancelled C/H Order has been cancelled from credit hold.


Card Left When the courier calls to deliver the goods but no one is in attendance to accept & sign for them, they therefore will leave a card so the customer can call to arrange a second delivery for the goods.


COD (Cheque on Delivery) Only applies to customers in our same day areas. This process is only instigated by the Credit Department. Our drivers will only pick up cheques. They will not pick up cash.


Credit Hold An order status. This order is being reviewed in credit for many reasons such as they have exceeded their credit limit or they are overdue in paying their invoice etc.


Customer Service The Customer Service department handles all after sales enquiries i.e. returns, missing goods, discounts etc.


Customer Service Product Specialist Looks after the after sales service on all our electrical products e.g. fax machines & copiers.


Credit Reject Customers account has been closed. This could be at the customers request or that we have had problems in terms of collecting on the account. Any credit reject accounts need to be checked with the credit department.


D.O.D (Delivery on Demand) Continuous Same Day delivery . Only available in Sydney & Melbourne metro areas.


Drop Ship An order that is shipped directly from our suppliers warehouse to the customer.


Drop Ship Specialist Person who co-ordinates the ordering, damaged goods & invoicing on all items that come directly from the supplier.


ETA Estimate time of delivery.


Imprint Products that are personalised printed with name, address or logo.


In Process An order status. This order is either still being processed OR has been processed but is in credit to have the credit card debited.


Invoiced An order status. The order has been shipped & invoiced.


MS (Miscellaneous Action) Usually opened on Same Day delivery enquiries for missing goods, late deliveries or when spare parts are required for merchandise. Basically, it is everything that requires a follow up for a customer. An MS leaves the inquiry open. Credit & Collections will not start collecting on this customer until the problem is resolved.


New Customer Audit An order status. This account is being reviewed in credit, as it is a new customer.


Order Deleted An order status. Only reflects on the day the order is deleted.


POD Proof of Delivery


RA (Return Authorisation) Also known as a call tag. The customer arranges return of goods purchased through the customer service department.


Ready for Shipper An order status. When the order has been released from credit & is ready for the packing/picking list to be printed in the warehouse.


Same Day Refers to delivery time for Sydney & Melbourne metro areas. If the customer orders before 11.0am (10.0am for Gosford), they will receive the goods the same afternoon.


Shipped - An order status. The order has been picked, the carton has been sealed, label has been scanned & the order is ready to be shipped or already shipped.


Shipper Printed An order status. When the packing/picking list has been printed & the order is ready to be picked or is currently being picked.


Tracer (TR) A method done to locate missing goods or goods that have not arrived to the customer.


Tracing Specialist Responsible for follow up on any goods that go undelivered or are damaged after the first reorder has taken place. They will also negotiate with our courier company on insurance claims.


Void Where an order is to be cancelled & the status shows shipper printed. This is due to various reasons such as the customer has requested it or Viking has made an error when entering the order etc.


Will Call An order that the customer (or courier) will call & collect from our warehouse.


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Nietzsche's morality

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In A Nietzsche Reader, Nietzsche's views on morality are outlined. Although his ideas are bold and pointed, they also are at times contradictory. Many of his concepts and arguments are more thought provoking than practical. It would be a difficult task to maintain a strong set of ethics, while at the same time be a true follower of Nietzsche. Not only would it be difficult because of the wide variation in the way he defines morality, but it would also be difficult to find the median between the propositions he requires one to adhere to. However it does seem that there possibility of reaching


When Nietzsche first defines morality, he states "Morality is nothing other than obedience to customs." (pg. 87) These customs are formed from tradition which is "A higher authority which one obeys, not because it is useful but because it commands." (pg. 87) However Nietzsche acknowledge that laws which do not make sense should not be law, as they cause more trouble then they would impede. Essentially, when one abides by the law which one is command to, they are furthering the good of the community, but not necessarily themselves.


Nietzsche believes that following the law is part of morality. In fact, he states that one's conscience is just, "The voice of laws." (pg. 85) The conscience is what tells one what is right and wrong. As long as the reasons behind the laws are good, then those laws should be followed. It would be immoral not to follow those laws. However, a successful crime which breaks the law is, in fact, moral. The idea is that the "crime" will be realized as right and then define the new law of the community.


Morality is also defined as "The herd instinct of the individual" (pg.10). This herd instinct is very similar to the concept of the good for the community. One must not look out for one's self interest exclusively, but instead look out for the greater good for the community. With the concept of the herd instinct and following what is commanded, morality is taken out of the hands of the individual and instead controlled by society. Since "Free-doers are at a disadvantage compared with freethinkers because people suffer more obviously from the consequences of deeds than from those of thoughts" (pg. 1), those who act free from the bounds of society are likely to be punished. So those who commit what they believe to be a moral action, are punished.


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The major difficulty with maintaining a strong set of ethics, and being a follower of Nietzsche comes when one's moral beliefs differ with what is commanded by society. It is not often the case that one bases their morality entirely off what is commanded to them, there will always be discrepancies between the law and one's personal ethics. The way Nietzsche suggests one must remedy this situation is not by committing acts of crime alone, but successful ones. After this, one's personal moral beliefs will become the law ideally. This method for morality is unpractical and only allows individual thought to those who are able to commit successful crimes, or in other words the elite.


Please note that this sample paper on Nietzsche's morality is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on Nietzsche's morality, we are here to assist you. Your persuasive essay on Nietzsche's morality will be written from scratch, so you do not have to worry about its originality. Order your authentic assignment and you will be amazed at how easy it is to complete a quality custom paper within the shortest time possible!