Marketing and Public Relations for Music and Media Essay

Marketing and Public Relations for Music and Media - Essay Example On the basis of research an appropriate marketing strategy comprised of guerrilla marketing tactics. The paper would also analyse the impact of demographics, supply chain and distributors towards influencing the business prospects and viability of the band. Based on this research an appropriate product mix would be formulated with a detailed financial analysis of the financial outcomes of the strategy. Finally a set of plausible recommendations would be framed that would serve to summarise the findings of the study and suggest certain strategies for the music band so as to make it popular among the target audience and establish a brand name and favourably position itself in the highly competitive market. General Overview In present competitive world, the role of marketing has become more prominent and a key success fact for the competing companies. With development of modern business concept, the there also have been significant improvements in the marketing practices. The process of drafting an efficient marketing plan includes a number of tasks, and the most important aspect in this process is that the marketers always aim to follow a customer centric of customer focused marketing plan. The target customers can also be defined as the target audience. The primary objective of marketing plan is to deliver the predefined message to the target audience. The process of delivering g message to the relevant and potential target audience is known as communicational marketing. Communication is an integral part of marketing mix that must be designed effectively with by considering a number of factors like public relation, advertising, effective campaign message, and target audience etc (Trehan and Trehan, 2010, p.17). This paper will attempt to present a comprehensive promotional marketing plan for promoting music and media through an effective communication process. This promotional marketing plan basically strives to develop a campaign plan for promoting a brand imag e of rock-music band. In meet this task, multiple marketing models, tools and theories will be used by focusing the target audience. The band is UK-based and hence, this promotional plan will focus on UK market. The product of this band is basically its music which will be distributed through CDs and online download. Therefore, in order to promote the music specific target markets will be identified and defined. Marketing Strategy Overview In the age of high competition it has become very essential for business organizations to develop a marketing strategy that effectively communicates its product or services among the members of the target audience such that the consumers are aware of the product and are able to distinguish between the product and services offered by the competitors in the market. Music bands also face the same situations as there are a large number of such players in the market. The marketing strategies of the bands must largely include a comprehensive framework c omprised of a step wise plan that includes

Youtube as Social Media and Marketing Tools

Youtube as Social Media and Marketing Tools Introduction Social Media is a word used to illustrate Internet-based applications that facilitate consumers share opinions, wisdom, experiences, and viewpoints. Social media are of many forms, examples are content communities (e.g., YouTube), social networking sites or blogs (e.g., Facebook), and joint projects (e.g., Wikipedia). All such applications content has been created, updated and maintained by individual internet users and further delivered to new users, which is often provided free of charge in a philanthropic way. Such attributes discern the social media from conventional web pages, like www.google.com or www.yahoo.com, which are supervised often by companies for a marketable purpose. By incorporating social media tools into their marketing strategy, marketers can gain benefits from it: they get real-time opinion on existing products or new ideas/concepts regarding products, they get chance to build community of consumers about their products, services or brand, leverage customer self services, and integrate customers indirectly to develop their product strategies in future. The most alluring reality of all is that radio took 38 years to reach 50 million users, television took 13 years to capture users, 4 years internet, and iPod took 3 years, Facebook capture 100 million users only in less than 9 months. This clarifies the importance of social media and its immensity and its boundaries arent only limited for younger generations. In fact according to Socialnomics, the fastest rising fragment is 55-65 years old female on Facebook. With this emergent of people and easy access, brands have begun become conscious to acquire the existed potential of Social media in order to reach the users. According to Socialnomics again, 25% of the search results are links to user-generated content for the Worlds top 20 brands, 34% opinions about predicts and brands are related with bloggers post. In study conducted by PR firm Burson Marsteller, pointed out that in the Fortune 500 list he observed 100 largest companies, in which 79% use Facebook, YouTube, Twitter or business blogs to correspond with clients and other stakeholders. It is a worldwide statistics. According to these 100 largest companies use 50% YouTube channels as social media tool. With the emergence of social media, it shifts business online as social media marketing has created its own niche in the business world. Great attention requires by companies to respond and penetrate in this web era more than ever. They cant entirely rely on traditional marketing techniques like gleaming press releases or flashy ad campaigns. Soren Gordgamer, author of Wisdom 2.0, puts it. He states companies now face a clear choice: wall themselves in and become increasingly controlled and hidden, or use social media and other means to reveal their human side, welcome transparency and forge new relationships with their customers. The old game is undoubtedly over, and the question now is what can business do to transition and succeed in this new era? It is pretty understandable that social media marketing has become entirely a new marketing field. (http://www.sociableblog.com/2008/02/11/why-people-use-social-media/) Social media has emerged innately from users and thus inherently personal. The users endow with personal information and ideas, interact with other users, respond to them, do sharing and form a social media interaction. Due to all these benefits social media marketing comes to light. By using social media marketers want to identify who are the users and what are their preferences. With blooming worldwide communication and technologies social media sites are deemed as significant stage for exchange. Marketers or companies squeeze ideas nearby information like connectivity, word of mouth, promotion of quality, and trust of those deemed trustworthy. Users find social media interesting due to having immense information, timely and informative; such attributes make social media an important factor for marketers. YouTube as a social media tool YouTubes principal features are the capability to upload and distribute video clips of any rational length. Most available standard video formats and converted to low resolution Flash for release. User account is necessary to b made in order to view YouTube video. This account provides a profile page that serves as an index to the users uploaded videos, and on which users may optionally disclose personal details, or subscribe to other users videos and friend other users; these details are then displayed in their profile pages. Users can then comment on other users or more commonly on particular video. Comments by users are displayed in the relevant pages. One of the YouTube feature is it offers community called group which user may join to assert specific interests. Groups provide a way to serialize video content as well as offering a text message interface similar to discussion boards or Usenet. YouTube signify an enormous opening for marketers to get in touch with consumers who are probing for relevant data about their products and services. YouTube can also be a significant direct marketing tool, conditioned that it should be taken as part of marketing mix rather than taken as a tactic or supported tool. Certain things are apparent, companies that are accomplishing durable attainment on YouTube are the ones who constantly and habitually issue and update contents on YouTube thats has inherent value for online users. How companies use YouTube as marketing tool Companies are working hard to figure out the unique ways to attract potential customers and make a successful social media strategy. There are various forms of advertisement available on the internet provided by the companies, but most significant popularity goes towards video advertisement and became hot subject in most recent months With the acquisition of YouTube by Google in October, 2006 the purpose to get hold of amplified revenues all the way through advertising partnerships is constantly striven for. While its starting to develop new ad offerings, its popularity is driving up costs that established Web giants, such as Google Inc. and Yahoo! Inc., are able to spread out In an article written by Catherineà ¢Ã¢â€š ¬Ã‚ Gail Reinhard, creative director at an agency that focuses on creating video infotainment, she says, the brands that achieve longà ¢Ã¢â€š ¬Ã‚ term success on YouTube are the ones that consistently and frequently publish refreshing content that has intrinsic value for audiences online. The natural aesthetic sense of sea waves and breaking swell waves at ocean surface help make Roxys and Quicksilver content truly captivating. Those companies who make their products with exciting and natural aesthetic sense can create content easily. and Quicksilvers and Roxys mini documentaries and web content give consumers an inside view of what goes on behind the scenes of professional surfing, skating and snowboarding tours circuits. They employ videos that feature gigantic and striking waves that definitely confine the audiences attention. But, they also generate webisodes and mini documentaries that offer people an inside scoop on the lives of professional surfers, skateboarders and snowboarders. With almost one new video a week, nearly every week Quicksilver displays fresh and unique content so that people keep coming back and put them always in curiosity state. With the ease availability of broadband, the dream to attend online college or university has fulfilled. Online education programs particularly private education have taken immense popularity that even old guards Ivy League Universities have started to propose classes or access to online programs. University of phoenix Online leads the charge in establishing strategy to market its online classes via video. They offer video testimonials, reviews, minià ¢Ã¢â€š ¬Ã‚ documentaries and webisodes. Their aim is to make video which fits for every potential students out there in market, as they r the ever first university which started YouTube as marketing tool for online courses and programs and they also appear on top when to search for online schools.

Comparing Those Rainy Mornings, In The Cutting of A Drink, and The Return :: Comparison Compare Contrast Essays

Comparing Those Rainy Mornings, In The Cutting of A Drink, and The Return      Ã‚  Ã‚  Ã‚   The two short stories "In the Cutting of a Drink" and "The Return" bring different responses from me.   "In the Cutting of a Drink" makes me think about what it would be like to go into a new culture.   It also makes me think about the current decline in moral values.   "The Return" reminds me to be more thankful for the many things I take for granted.   It also makes me think about how hard it can be to cope with change.   In the poem "Those Rainy Mornings" I am reminded of my grandma and what a kind, loving, wonderful person she is.      Ã‚  Ã‚  Ã‚   In Frank Chipasula's poem "Those Rainy Mornings" the speaker is talking about his aunt Gwalanthi.   The speaker tells us what a wonderful loving person his aunt is.   In the first section the speaker tells us how his aunt would wake up at the crack of dawn and build a fire.   Then she would begin cooking porridge. In the second section of the poem the speaker talks about waking up "out of the nagging nightmare."   Then the speaker describes his aunt a little bit more, "her soft but husky call."   In the last section the speaker talks about how kind his aunt is to take care of his brothers and sisters while his parents "strayed to the copper mines."      Ã‚  Ã‚  Ã‚   This poem makes me think about my grandma and all the wonderful things she has done for me.   The speakers aunt is an old fragile woman, "hoe-broken palms" and "scrawny ribs."   But she is also a very hard worker and loving person.   Both these things remind me of my grandma.   My grandma may be old and fragile but she is still a very hard working and loving person.   My grandma is always up at first light doing household chores or working in her garden.   Many times we have to force her to go inside, so she won't be exposed to the hot sun for to long. I can't count the number of times my grandma has made my bed, folded our clothes, washed our dishes, or done various other household chores for me and my family. I could never fully repay my grandma for all the wonderful things she has done. My grandma, like aunt Gwalanthi, is a very kind, hard working person.      Ã‚  Ã‚  Ã‚   Ama Ata Aidoo's "In the Cutting of a Drink" is about a person relating his story of looking for his lost sister in a big city called Mamprobi.

Life of Walt Whitman

Walt Whitman is one of the most eminent poets of America who expressed the condition of nineteenth century American society in his works, which always reflected the cruel, unjust and discerning face of the country. In his period the Americans reviewed those illustrations unpatriotic so his poetic license was very much condemned. At the time of his death only he got recognition by his country.Walt Whitman was born on May 31, 1819 in West Hills, New York. His father, Walter Whitman, Sr., was a carpenter and farmer. Whitman was named after his father. His origin was mixed with English and Dutch. He was the second son of Walter Whitman and Louisa Van Velsor, the granddaughter of a sea captain. When Walt was not just even four years old, Walter Sr. with his family that consisted of nine children moved to Brooklyn, which was a growing city, across from New York. As he was not successful in any of his trade so he decided to try his fortune in house building. And when Walt was six year old, General Lafayette who visited the New York that time carried him. This is described in some of Walt’s stories (Ed Folsom and Kenneth M. Price).Walt was born in a newly shaped United States. The young Whitman got lots of opportunities to gather experience from his farm life and the new city society that helped him to prepare his attitude for writing. Walt’s love for living close to the East River later reflected in his poem â€Å"Crossing Brooklyn Ferry†, published in 1856 where he has shared his experience that how as a child he used to ride ferries onwards and reverse to New York city. That was the most reminiscent experience in his life. This daily commuting became the symbol of the way from life to death and to life again (Ed Folsom and Kenneth M. Price).In Brooklyn Whitman finished his elementary schooling. He spent his six years in Brooklyn public school with different backgrounds and age group children. He described later in his journals and poetry that he never liked physical punishment in schools. Except this formal education of schooling he received most of the significant education from outside like visiting museums and libraries and by attending lectures. He never forgot the first great lecture given by Quaker leader, Elias Hicks who was a very good friend of his grandfather Jesse.In his boyhood, Whitman’s one of the favorite activities was to visit his grandparents on Long Island and the beauty of that mystical land attracted him a lot. His love to that place is revealed from his poem â€Å"Out of the Cradle Endlessly Rocking†. As Whitman grew up in both places like growing and energetic city Brooklyn and idle Long Island countryside, the double adherence of urban and rural life can be marked out in his poetry (Ed Folsom and Kenneth M. Price).When Whitman finished his formal schooling, at the age of eleven, he started working as a clerk in a local office of some lawyers where his work was related to the libraries and there he got chance to start with his informal education. His love to get engaged with everyone in conversation and discussion also increased his knowledge. He was also a nonstop reader. When other celebrated writers of his time were taking well-arranged education from private institutions, Whitman was busy in gathering information about history, literature, music and some other fields from the fastest growing city New York.In 1831 he learnt printing trade during being an apprentice in Patriot, a newspaper and started liking written word. Here he observed how the thoughts could be changed in to language and soon could be transmitted to the readers. As he was mainly self-taught, he became familiar with the works of Dante, Shakespeare, Homer and the Bible. At the age of twelve only he also added his words in the newspaper.In 1833, his family moved back to the West Hills. Whitman was alone in the city experiencing the freedom that could make his career. These were the years, which taught him the changing parameters of life that reflects in his poetry also. In his poetry, journalism and prose one can find focus on the history of Brooklyn, Long Island and New York City.Walt was living separately from his family and was increasing his knowledge from different sources like in the libraries he read about Sir Walter Scott, James Cooper and other romance novelists. He saw the theatres where he liked Shakespeare a lot. Richard III had always been Whitman’s favorite play. He gathered lots of knowledge from different lectures of Francis Wright who was a Scottish Women’s right advocate   (Ed Folsom and Kenneth M. Price).At the age of sixteen he was about to set his career in the printing trade and news paper when in two cases of fire destruction in the printing industry of New York city stopped him and in 1836 Whitman joined his family back in Hampstead.Though Whitman had very little formal education still he developed some skills of reading and writing through the profession of apprentice in the newspaper. That was sufficient for the type of teaching he could do for some time. He opposed his father who wanted him to work on their new farm, as he never wanted to be a farmer. Only teaching was the career left for him to support him and his family in a very bad financial situation.In his five years of teaching profession he taught in many different towns of Long Island with a very little payment. Whitman proved to be a good teacher and he encouraged the students to think instead of only reciting. He discouraged the punishment and he involved the students in educational games. Whitman’s educational philosophy can be understood in his poem â€Å"There Was a Child Went Forth† commemorating extra curricular learning. He valued the variety of education. His suspicion for the classroom is produced from the poem â€Å"Song Of Myself† where a child ask the question â€Å"What is a grass?† and this is the question that makes Whitman thinking for a simple question. He kept himself energetic by discussing about societies. He also did campaigning for Martin Van Buren’s and became the hard worker for the Democratic Party.In 1838, he tried to start his own newspaper ‘The Long Islander’. He also bought a press and kept his brother George as an assistant. Though he actively wrote, published and edited still, he could not continue long in this field and unwillingly he had to continue in teaching and by 1841 his teaching career was almost at end. He was happy with his newspaper work and could not find happiness in teaching.In the late 1840s, Whitman wrote some journalistic pieces and by the early 1860s, he permanently left teaching career, as he did not find himself suited in this career. Then he decided not to make his career in fiction writing, instead establish himself in the career of journalism. His poetry and fiction was published in about twenty newspapers and magazines. His stories were published in Democratic Review, the most reputed magazine of the nation. His stories are full of professional and psychological matters.His story ‘The Shadow and The Light of a Young Man’s Soul’ narrates Whitman’s own attitude. In the story, the hero, Archibald Dean, left the New York City due to a fire incident and took the charge of a school. H e successfully wrote some novella about rising temperance movement. Benjamin who was Whitman’s partner published his Franklin Evans; or the Inebriate in New World. Whitman’s handling romance and passion in this novel is remarkable. Approximately, 20000 copies of Franklin Evans were sold. This was the novel that Whitman completed in three days.Whitman supported temperance movement in his another two stories- ‘Wild Frank’s Return’ and ‘The Child’s Champion’ Soon he started another novel ‘The Madman’ on the theme of temperance but he lef t it in the middle. It is assumed that his temperance issue came from the drinking habits of his father or may be his habit of drinking at the time of school teaching.Whitman and The Leaves of Grass:Having faith in his own fictional journey of national importance, Whitman published his Leaves of Grass on 4 July 1855. He believed that he could give his poetry to the common men and when Leaves of Grass got published, he imagined himself the poet of America and referred himself â€Å"one of the roughs†, a common man (Pierce A. Jason, 1992).The poem clearly classified Whitman’s goal as a national poet who was a self styled poet. Leaves of Grass had the series of edition making the poet and nation’s life unique (Pierce A. Jason, 1992).His ‘The Leaves of Grass’ became the notorious collection. In 1855, he got it published privately, as no reputed publisher was ready to publish it. The 19th century Americans were not ready to accept the subjects like homo- sexuality, respect for prostitutes, religious references about Adams and Eves that was the subject of this work.Whitman included the civil war thing in the third edition of ‘The Leaves of Grass’ as the war erupted in 1861. At that time Abraham Lincoln’s assassination affected him a lot and he got inspiration to write his most remarkable poem â€Å"When Lilacs Last in the Dooryard Bloom†. His war poetry titled â€Å"Drum Taps† was added in to Leaves of Grass. He would declare that his leaves of Grass spin around the four years of civil war   (Pierce A. Jason, 1992).Whitman was never discouraged. He never stopped revising â€Å"The Leaves of Grass† and kept on adding poems. He added poems at leas eight times. For the first edition of â€Å"The Leaves of Grass†, he paid from his own pocket and got only 795 copies printed. Whitman never put his name on the title page of the book and that was assumed unconventional and it was understood t hat not putting the name on the title page was much about America not the writer himself.Whitman never got married and never left America. He never lost his hope even in his last years, though he was badly criticized for his work â€Å"The Leaves of Grass†. He always kept his self-esteem.In 1881, again the disputable publication of â€Å"The Leaves of Grass† appeared. Same time Whitman published â€Å"Specimen Days and Collect†. In 1888, his collection of newspaper pieces â€Å"November Boughs† was published.On May 26, 1892 Whitman died. And after death he got lot of recognition. American poetry got enriched with the poetic ideas of Whitman. He emphasized on the natural and simple way of poetry. His use of free verse put deep effect on the poetry. His poems have variety in rhythm.After his death he left many notes about the intention of writing â€Å"The Leaves of Grass†. He was a tolerant, contended and joyful man. Whitman’s place in Americ an history is mysterious. It seems that it is based on the ideas upon which America was established (Pierce A. Jason, 1992).References:Biography of Walt Whitman, http://utut.essortment.com/waltwhitmanbio_pmq.htmFolsom, Ed and Price, Kenneth M., Biography of Walt Whitman, http://whitmanarchive.org/biography/index.htmlCarpenter Edward, Days with Walt Whitman With Some Notes On his Life and worksFolsom, Ed and Price, Kenneth, Rescripting Walt Whitman: An Introduction To His Life and Work.Pierce, Jason A., 1992, Walt Whitman and the development of Leaves of Grass, http://library.sc.edu/spcoll/amlit/whitman.htmlThe Life of Walt Whitman, http://www.poetseers.org/early-american-poets/walt-whitman/whitman-biography/Walt Whitman, http://www.kirjasto.sci.fi/wwhitman.htm

Plato and Justice with Today’s Perception Essay

Plato’s Justice for individuals and states, and the rule of law. In the Republic, Plato posits that justice is preferable to injustice. Thrasymachus claims that injustice without recourse or consequence is the most rewarding experience. Glaucon adds the analogy of the ring of Gyges, and Adeimantus describes how appearance is often more important than reality. Plato is then faced with the rebuttal of their arguments. To illuminate his logic, he utilizes several interrelated geometrical models that tie the virtue of the soul and the functions of individuals, classes, and states together. Through these models he illustrates the organic conservative argument whereby the individual is the microcosm of the soul, and the state is a macrocosm of the soul. Plato asserts that if justice is good for the state, and the individual is analogous to the state, then justice is good for the individual. Given that justice on the state level was a widely accepted concept in Athens, it was more efficient for Plato to utilize this particular syllogism to prove his point to Thrasymachus. Plato ?s argument is only valid if he can prove that justice is good for the society or state, and that the organic conservative argument is true. In type The Philosopher Kings hold the highest virtue in wisdom. To become wise they must gain knowledge of the ultimate good through the Forms. The Forms are objects of knowledge, which sit atop a geometric progression which must be traversed in a linear fashion. The first level of knowledge contains images, shadows, pictures, desires, and emotions. Belief exists in the visible realm, where perception of objects provides the basis for belief. Contemplation of simple mathematical Forms yields linear reasoning. The final stage is the comprehension of the Forms and the capacity within human nature to comprehend the true nature of reality. Here the philosopher kings become aquianted with the concepts of equality, beauty, truth, and the Form of the ultimate good. These rulers must apply their knowledge in best method of governing possible. In particular, they must promote utmost efficiency of every participating individual in the state, as well as maintaining justice. Plato best describes his argument here: As in a well-organized state, the justice of an individual human being emerges only from the interrelationship among its separate components (Republic 443d). The application of Plato?  ¦s model of government in the early Middle Ages was certainly lacking, The working of the separate components of the Christian state was far from fluid. The divine line of rulers rarely had any knowledge of the Form of the Good like Plato is philosopher kings. Knowledge of the Form of the Good is essential to the application of Plato’s republic. Thus the logical progression towards a rule of law method only leaves one asking why it took so long to make that change. Certainly the kings and the papacy were aware of the inflexibility of a Romanesque and Platonic rule of law, but this was still a vast improvement over the biases and inefficiencies of the early statesman like kings. I would argue that a tyrannical model of government offers the best true description of what was practiced by early Christian medieval governments in Europe. In early medieval politics, the republic method of rule by statesman was the preferred Form of governance. The royal families constituted the effectual guardian class. The power to rule was based on a perceived line of divinity, which often received validation from the Catholic Church and the Papacy. Pagan undertones and social structures in Germanic communities also contributed to an environment of superstition and strict adherence to the ideal of Christianity, particularly the divine lineage and rights to rule. This is evidenced in the reluctance in medieval times to look for a king outside of the divine line even when the line offered no suitable rule It has been objected that hypothetical agreements cannot bind people; only actual contracts or agreements can impose obligations and commitments (Dworkin, 1977, 150ff). In response, Rawls says that the OP is to be used â€Å"to help us work out what we now think† (CP, 402); â€Å"it incorporates conditions†¦we do in fact accept,† (TJ 587/514) and is a kind of â€Å"thought experiment. for the purpose of public- and self-clarification† (JF, 17). Hypothetical agreement in the original position does not then bind anyone to duties or commitments he/she does not already have. Its point rather is to explicate the requirements of moral concepts of justice and enable us to draw the consequences of considered certain moral convictions that we all presumably share. Whether we in turn consciously accept or agree to these consequences and the principles and duties they implicate once brought to our awareness is irrelevant to their justification. For surely it can matter little to the justification of moral principles whether or not existing people actually do accept or agree to them. The point rather of conjecturing the outcome of a hypothetical agreement is that, assuming that the premises underlying the original position correctly represent our most deeply held considered moral convictions, then we are committed to endorsing the resulting principles and duties whether or not we actually accept or agree to them. Not to do so implies a failure to live up to the consequences of our own moral convictions about justice. For example, suppose principles of justice were to impose a duty to practice impartial benevolence among all people, and thus a duty to show no greater concern for the welfare of ourselves and loved ones than we do towards billions of others. This principle demands too much of human nature and would not be feasible—people simply would reject its onerous demands. But Rawls’s stability requirement implies more than just ‘ought implies can. ’ It says that principles of justice and the scheme of social cooperation they describe should evince â€Å"stability for the right reasons† (PL, xliii; CP, 589). Recall here the higher-order interests of the parties in the exercise and development of their capacities for justice. A just society should be able to endure not simply as a modus vivendi, by coercive enforcement of its provisions and its promoting the majority of peoples’ interests. Stability â€Å"for the right reasons† requires that people support society for moral reasons of justice; society’s basic principles must respond to reasonable persons’ capacities for justice and engage their sense of justice. Rawls regards our moral capacities for justice as an integral part of our nature as sociable beings. He believes that one role of a conception of justice is to accommodate human capacities for sociability, the capacities for justice that enable us to be cooperative social beings. So not only should a conception of justice advance human interests, but it should also answer to our moral psychology by enabling us to knowingly and willingly exercise our moral capacities and sensibilities, which are among the moral powers to be reasonable. This is one way that Rawls’s conception of justice is â€Å"ideal-based† (CP 400-401 n. ): it is based in an ideal of human beings as free and equal moral persons and an ideal of their social relations as acceptable and justifiable to them (the ideal of a well-ordered society). This relates to the second ground for the stability condition, which can only be mentioned here: it is that principles of justice should be compatible with, and even conducive to, the human good. It speaks strongly in favor of a conception of justice that it is compatible with and promotes the human good. First, if a conception of justice requires of many reasonable people that they give up their pursuit of the particular interests that constitute their conception of the good (as Rawls argues against utilitarianism), this conception could not gain their support and would not be stable over long periods of time. Moreover, assuming that the exercise and development of the moral powers are fundamental interests of citizens, a conception of justice should enable citizens to adequately exercise and fully develop these capacities. It must then engage their sense of justice, and (ideally for Rawls) they should be able to find that acting on and from principles of justice is worth doing for its own sake.. For Rawls, it speaks strongly in favor of a conception of justice if acting for the sake of its principles is experienced by citizens as an activity that is good in itself. For then justice and exercise of the sense of justice are for those persons intrinsic goods and a precondition for their living a good life..