#social media has increased information on recalls

[indianahal]

This new video explores why grocery store food recalls are at record levels in the US.  Everything from coffee, ice crème, to produce.  The USDA says there has been a 125% increase in recalls when compared to 2004-2013.  I'll also discuss some of the reasons for all the recalls. 

[yumeka-sxf]

Spy x Family CODE: White - FULL MOVIE SUMMARY [SPOILERS]

Now that I've finally read through the entire novelization of CODE: White, I'm ready to share a full summary of everything that happens - basically spoil the whole movie for those interested 😅

But before I get to the summary, a few notes:

I didn't translate every line from the novelization as that would have taken way too long. I go into more detail for scenes I was particularly interested in (like Twiyor scenes), or scenes that were easy to translate. But I still made sure to mention everything that's important to the story. If I gloss over some parts more than others, it's either because they were difficult to translate, or I didn't think they were that important. But even so, the "summary" still ended up being way longer than I anticipated!

I have not seen the movie myself yet, so everything in the summary below is based on the novelization only (of which there were two versions released, with slight differences between them). Obviously the novelization is an accurate adaptation, but there is a chance that a few things are different between the novelization and the actual movie, and/or the novelization may have left out some dialogue or minor scenes.

And lastly, it goes without saying but BEWARE OF MAJOR SPOILERS BELOW! Not only that, but please be considerate of where you share these spoilers. Remember to properly tag this post if you reblog it and think twice before you share any of this information on other social media. Most people don't want to be spoiled to this degree!

Again MAJOR SPOILERS BELOW!

The movie starts with an introduction to the characters – we see Twilight carrying out a mission where he has to disguise himself as someone's wife. Meanwhile, Yor is doing an assassination mission. They both come home at the same time and are greeted by Anya. Bond has a vision of Anya and Loid getting sick from Yor's cooking, so Anya suggests that Loid cook instead.

At Eden, Henderson tells the students about the cooking contest and how the principal will be the judge. Loid is on the roof, reading Henderson's lips. A falcon flies overhead and drops him a note with an F cipher. He goes to meet with Sylvia at one of the WISE hideouts. She informs him that she has another big mission for him, but when he objects that he couldn't take on something so big in the midst of Operation Strix, she hands him a photo of a man and child. She explains that the man is Major Depple of the Army Intelligence Department who has a lot of important people backing him, and since they hadn't made enough progress with Operation Strix, the higher-ups decided to pass it onto him.

As Loid leaves, he bumps into Fiona. Her hat gets blown away with the wind and he reaches to catch it, just as Yor and her coworkers are across the street. From where Yor sees them, it looks like Loid is kissing "the mysterious woman." Loid and Fiona have a fake conversation – he compliments her hat, she says it was made overseas, etc – while they're actually doing their secret "spy talk" (like they did when she first visited him at home). He tells her what's happening with Operation Strix, and she tells him that she had tried to warn him that it shouldn't have been left up to ordinary citizens who don't know anything, and that she should take on the wife role. Meanwhile, Camilla and co. tell Yor about the three signs of cheating: one, an increase in travelling; two, a change in clothing taste (to match the taste of his new lover); and three, suddenly giving gifts (because he feels guilty).

Later that evening, Yor is still feeling anxious about Loid's possible "lover." When Anya gets home, she tells them about the cooking competition. Loid recalls from his data that the principal's favorite is the melemele pastry. If Anya could get a stella from the competition, that could help get him back into Operation Strix. He says that he read in the school newspaper that the melemele in Frejis is supposedly the best, so they should go there and try it for themselves via a family vacation over the weekend. Yor thinks back to the "increase in travelling" sign of cheating that Camilla told her about. Loid tells her that only families are allowed at the Frejis restaurant they're headed to, so she decides to go, though she's still conflicted about whether this is actually a sign of cheating or not.

They have some family time on the train to Frejis, though Loid still makes Anya study. They play cards and get food (Anya has a corn dog, Yor has a sandwich, Loid has a hamburger). After coming back from the bathroom, Anya notices a key by one of the sinks. Bond is with her, and through him she sees a vision of the future – in the vision, she goes to car 8 and opens a trunk with the key while overhearing two men mention that it's a key to a treasure of the Republic.

Back in the train car, Loid brings up Anya's terrible handwriting while Yor mentions that they had practiced handwriting the other day. Loid says that Yor's motherly side is really coming out, which causes Yor to get flustered and makes her think that it's not her skills as a mother he could be dissatisfied with but perhaps her skills as a wife. She gets even more flustered when she notices a couple across the way kissing and starts nervously moving her lips, to which Loid asks if something's wrong. She stammers that her lipstick didn't warm up and is itchy, then says she's going to look for Anya since she's taking a long time.

Meanwhile, Anya and Bond find the luggage compartment and locate the trunk from Bond's vision. When Anya goes to grab it, Bond tries to stop her. At first she thinks that she shouldn't just do whatever she wants with other people's stuff, but then she remembers that the men in the vision said it was a treasure of the Republic, a treasure that could possibly help achieve world peace. She opens the trunk and is disappointed to find just a chocolate in it. But when she hears the two men, Domitri and Luca, open the door, she gets startled and accidently knocks the chocolate out of the trunk. It bounces off of Bond's nose, and when she tries to grab it, it falls into her mouth. She hides when Luca and Domitri come in to look for the trunk.

They describe the ship sticker on it, and when they find that it's been opened and the chocolate stolen, they say they're going to kill whoever took it so the secret won't get out. When Anya accidently makes a noise, the men take notice. Domitri takes a flower out of his pocket and points it towards the dim light in the car, saying that his "flower fortune telling" will tell him who's hiding. They then notice Anya escaping into car 7 and give chase. They lock her in car 6, but when she starts screaming for Papa and Mama, Yor breaks open the locked door. She asks Anya who the two men are and Anya says that they're chocolate thieves who were being mean to her. Yor beats them up (after telling Anya to cover her eyes) just as the train arrives at Frejis station (Anya seems to feel bad that she sicced Yor on them when she was the actual chocolate thief). When they get off the train, Loid says that they should start heading to their destination (as Yor starts building a snowman). After they get their luggage and leave, Luca and Domitri emerge from the car they were in and say they need to contact the colonel.

The shop that has the melemele is called "Restaurant Rubble and Bonds." Since pets aren't allowed in the restaurant, they leave Bond outside when they go inside to eat. After ordering food along with the melemele, the waitress tells them that they're getting the last melemele. Bond watches them from the window, but then a waitress comes over and feeds him the special pet plate, which he happily eats. As the Forgers are eating, Loid tells Anya that she shouldn't eat with her hands, and that using a knife and fork are proper manners. Yor watches and notices the turtleneck sweater Loid is wearing, which makes her realize it's something that he never wears. She then thinks of Camilla's second sign of cheating, a change in clothing taste. The chef comes over and tells them how the war in Frejis was mostly fought in the sky, and the aircraft displayed at the front of the station belonged to a two-man team famous for shooting down planes during the war.

There's a brief scene where Yuri overhears his coworkers at the SSS talking about Frejis, and he of course wants to go since he knows Yor is there now. But the boss won't let him, so he makes a bit of a scene.

Back at the restaurant, the chef continues to talk about the war and how he lost everything at that time. His decision behind making a restaurant catering to families was so people could experience the homemade food that he remembered his mom used to make. Loid can't help but relate the chef's backstory to his own. The melemele is finally ready and brought to the table.

Just as Anya is about to dig in, Colonel Snidel and some other soldiers enter the restaurant. The waitress and chef try to tell them that only families are allowed, but Snidel says that the military have authority in this area, even when it comes to food, and could close down the restaurant if they wanted to. They order the melemele, and when they're told that there isn't any left, one of the soldiers takes the melemele from Anya. Loid politely tells the soldiers that his daughter was really looking forward to eating it and if they could possibly order a different dessert. Snidel asks if they're tourists that came here to eat the melemele. Loid replies that they travel around trying delicious food. Snidel challenges Loid to a competition – if Loid wins, he'll give them back the melemele. The competition involves trying the three cakes that were placed on the table and correctly naming every type of sugar in them. Even though Loid correctly names them, Snidel also mentions the exact number of grams, making his answers the most accurate. Everyone's bummed that Loid lost, but he says that they could try coming back again. However, the chef tells them that they won't have more until Monday, which is when the Forgers have to be back in Berlint for the cooking competition. Yor asks the chef that if they provide their own ingredients, would he make it for them, and he agrees.

The Forgers go to the Frejis marketplace to get the ingredients from the list that the chef provided. Having already memorized the list, Loid moves at super speed to every shop and quickly finds most of the ingredients. When he goes looking for the orange syrup, a man from a cosmetic shop asks if he'll buy one of the many lipsticks there for his wife. He picks one out, mentioning how back on the train Yor had said that her lipstick wasn't working out and if this one is a nice color. She's embarrassed at first, but then agrees that it's a nice color and accepts…but then she's reminded of Camilla's last sign of cheating: suddenly giving a gift (meanwhile Loid is just thinking how putting on the happy couple appearance is part of the mission). With all three signs of cheating having taken place, Yor says that she's going to the bathroom and dejectedly walks away. Loid wonders if she's just tired from the trip and if she'll be okay. Anya then calls Loid over to a shooting game booth that has the orange syrup as one of the prizes. After attempting the game and failing, Anya reads the booth owner's mind and realizes it's rigged. Loid gets suspicious as well and is able to masterfully shoot down the orange syrup while also exposing the owner's scam.

Loid is ready to look for the last ingredient, but then Anya runs off to ride the mini train. Yor rejoins them, having put on the lipstick while she was in the bathroom. Loid says it suits her and asks if she'd like to get a drink somewhere. They go to a café booth where Loid orders coffee. But Yor, thinking how she needs to confirm the whole cheating thing with Loid and can't open up without the help of alcohol, orders several cups of heated wine. She finally gets drunk enough to ask Loid if he has a lover.

From the train, Anya looks over to see Yor grab Loid's scarf and pull him to the ground. Anya freaks out about "Papa and Mama flirting." They're both on the ground now, with Yor hovering over Loid before she finally passes out. She wakes up on a bench, where Loid asks if she's okay. She apologizes for what she did, but thinks that Loid will definitely want a divorce after what happened. When Anya reads her mind, she thinks of what Becky told her about divorces and how they cause families to fall apart. She then hears the ferris wheel attendant calling for people to ride, saying that it'll be a happy, "flirty" experience. Anya tells Loid and Yor that she wants to ride the ferris wheel, but then ushers them onto the gondola without joining them, much to their surprise. She tells them to get "flirty," to Loid's dismay. Yor tells Bond to look after Anya.

Yor realizes that she must look really bleak right now and it's making Anya worry. Loid asks if she's okay and she again apologizes for her behavior earlier. Loid replies that she's been acting weird for a while, causing Yor to finally admit that she saw him with his "lover"…someone with a large hat. Tears start welling in her eyes, so she covers her face with her hands to hide them. Realizing that the person she's referring to was Fiona, Loid explains that she wasn't a lover, just someone who needed directions to the art museum. Feeling embarrassed about her mistake, Yor looks away from Loid and out the window. She sees Anya and Bond below, the former waving happily at her. Yor waves back before mentioning if Loid could want a divorce, to which he light-heartily replies "no way." Yor says that she's lacking in a lot of ways, not just as a mother but as Loid's wife. Loid then takes her hands in his, looks straight into her eyes and reminds her of the promise he made via their marriage proposal.

He says the marriage vows again before stating that he has no intention of breaking his promise. As Loid gets closer to her, Yor's face reddens and her heart races until she finally breaks – she smacks Loid on the cheek, sending him flying out of the gondola (which had reached the ground). But he adjusts himself in midair and lands gracefully on his feet. Yor grabs their belongings from the gondola and hurries out. Upon seeing Loid's swollen cheek, Anya panics that Papa and Mama were fighting and the Forger family is over. Loid and Yor object to this, with Loid saying that they weren't fighting. Anya then says that they were flirting, but they object to that as well, faces red with embarrassment. Anya just grins at them.

The clock tower bell chimes, signaling 5 o' clock. When Loid muses that it got so late already, Yor apologizes that it was due to her passing out from drinking too much. Loid asks if she and Anya will go back to the hotel while he gets the remaining ingredient, cherry liquor. He thinks to himself how it's something rare that would not likely be sold at a store, so he'd have to get it through illegal means, which means that Yor and Anya can't accompany him.

Snidel gets out of his military vehicle in front of a flying battleship. He's greeted by several soldiers who tell him that route negotiations with the Arbo Republic have ended and adjustments to Type F have been completed. Snidel suddenly shoots and kills one of the operations leaders, claiming he's a traitor who leaked military information to WISE. Luca and Domitri then arrive and inform him that the microfilm was eaten.

Meanwhile, Sylvia meets with a bunch of WISE agents at their Berlint hideout. She tells them that they lost contact with their Frejis agent, suspecting that Snidel has taken action. She says that if the microfilm reaches the Arbo Republic, it could lead to an all-out war between the East and West. She doesn't think their agent had gotten the microfilm, but she knows Twilight is currently in Frejis, so he may be their only hope. She orders a couple of the male agents to meet with Twilight at Frejis and get the microfilm. However, Fiona interrupts and requests that Sylvia leave the mission to her instead. Sylvia objects, but Fiona is already leaving the room and on her way, thinking over and over to herself "A mission with senpai, a mission with senpai, a mission with senpai…"

Back at Frejis, Loid looks everywhere for the cherry liquor – he sneaks into a moonshine factory and even the wine cellar of a wealthy man, but still can't find it. He calls Franky at his tabacco shop in Berlint, inadvertently interrupting Franky's flirting with a pretty girl. He asks Franky if he can get the cherry liquor and that he needs it by tomorrow morning. Franky says he'll try but it would take him half a day to even get to Frejis, but Loid had already hung up.

At the hotel, Yor unpacks while Anya admires the hotel amenities ("Hotel TV!" "Hotel toilet!" "Hotel bed!") She then takes her toys out of her bag – among them are crayons, a sketchbook, a rubber duckie, and a toy gun. She pretends to shoot Bond with the gun, then points the gun at Yor and asks if she's the "boss." At first Yor is uneasy about partaking in Anya's game, but then she gives in and pretends to be the boss who wants the treasure. This makes Anya even more fired up and she says "Let's battle, polite lady boss!" The three of them continue playing.

Loid returns to the hotel and finds Anya's drawings of the ferris wheel and shooting game booth on the table. Anya's sleeping on the sofa while Yor puts a blanket over her. Loid says that he's going out again because he found the liquor at a neighboring town. Since it's a bit far, he's taking a car that he's borrowing from the hotel. Anya wakes up and calls Loid a liar since he said he would be back soon but came back so late. He apologizes, but then she reads his mind as he thinks about the fact that if Anya doesn't get a stella soon, Operation Strix and their family will be over. Anya says she wants to come along with Loid, but when he turns her down, she sadly goes back to the bedroom with Bond. When Loid starts to leave, asking Yor to take care of Anya, Yor asks him how many seats there are in the car he borrowed. He answers five. She then asks if they can all go together, since it's a family trip.

In the bedroom, Anya hugs Bond while thinking about the sad state of the family. Bond suddenly has a vison of the cherry liquor behind the cash register of a store at the plaza. At first Anya wants to tell Loid about it, but then she thinks that her secret would be revealed if she did (Loid would say "How did you know that? You can read minds? And Bond can see the future?") After realizing she can't tell him about it, she looks towards the window...

Meanwhile, Yor tells Loid how happy it made Yuri to be with her all day for special occasions like birthdays and family outings, and that it's the same with Anya. Loid thinks back to how happy Anya was when they were doing things together on the trip, such as playing trump, playing in the snow, and eating at the restaurant. He picks up the toy gun on the table and thinks back to how grateful Anya was for being able to play "spy" at the old castle. As he returns the gun to the table, Yor tells him how Anya was looking forward to so many things on this family trip, like eating sweets and playing together. She says she understands Anya's feelings since she's made Yuri feel lonely before. She tells Loid that Anya was really looking forward to being with him and how lonely it is to be separated from your family. She asks again if they could all go together to get the liquor at the next town, even though it's passed Anya's bedtime. When he starts thinking of the possible harm of bringing Anya with him, he pushes those thoughts aside and agrees with Yor.

Suddenly, room service knocks at the door. When Yor says that she didn't order any, Loid looks through the peep hole and sees Fiona disguised as a maid. He then says that he forgot to order a large bathrobe and steps outside. In the hotel corridor, he asks Fiona why she's here. She repeats "room service" while actually saying "it's a mission" in spy talk. Loid says that she can talk normally since it's just the two of them, and asks if she could be quick since he's also on a mission. She starts blabbering internally about how she's alone with him – LOVE!

Back in the room, Yor hears a noise from the bedroom, and when she goes to look, the window is open and both Anya and Bond are gone. Meanwhile, Fiona explains the mission about the microfilm to Loid. When she mentions Colonel Snidel, Loid thinks back to his encounter with Snidel and the military back at the restaurant. Yor suddenly comes out of the room and tells Loid that Anya ran away through the window. She had left a note behind, but when Loid goes to read it, the handwriting is extremely messy – he can make out the word "sorry" (misspelled).

Anya and Bond arrive at the shop in the plaza from Bond's vision. She buys the bottle of liquor and happily walks with Bond back to the hotel, thinking that now the Forger family will be okay. At the same time, the military is looking for girls that match Anya's description, using a picture that Luca drew of her. Bond starts barking when he notices Luca and Domitri pull up in a car behind Anya. Anya and Bond try to run away, but Luca pulls Anya into the car. Bond bites Luca's arm but gets pushed away. As they drive off with Anya in the car, they run over a can in the road that hits Bond in the head. Bond howls sadly as he watches the car disappear. Back at the battleship, Snidel says that it will depart as soon as they get the microfilm.

Loid and Yor run through town calling for Anya. They find Bond collapsed on the side of the road. Loid asks if he's okay and if Anya was with him. Bond barks and tries to gesture about what happened, but Loid and Yor can't understand him. However, Loid notices something in Bond's mouth – Luca's armband that he had bitten off. Loid recognizes it and is in disbelief that Anya got caught up in the military.

Then Fiona, still disguised as the hotel maid, pulls up in a car nearby and calls to Loid saying that he dropped something. In "spy talk" however, she says that he should prioritize getting the microfilm over Operation Strix. Loid thinks for a minute, then says loudly (so Yor can hear) "Ma'am, I would like to ask a favor…"

Meanwhile, Anya is brought before Snidel. Upon seeing him, she shouts that he's the guy who ate her dessert. He says that more important than the melemele, she ate their chocolate. She then states that he's the boss of those thieves. Luca and Domitri reprimand her for not using polite speech in front of the colonel. Snidel asks if she's been to the toilet since. Anya reads his mind as he thinks about how they hid the microfilm in the chocolate, and it's better to wait until she poops it out before killing her. Anya then realizes that the chocolate she ate on the train had the "treasure" inside, and if she poops, she'll be killed. Anya then nervously says that she's so cute that poop has never come out of her body, but then admits that she's lying upon seeing Snidel's cold gaze. Snidel instructs Luca and Domitri to take Anya with them and inform him if she poops. Anya begins holding her butt and starts shaking in fear. Domitri asks if she has to go, but she says she's just cold. She knows she mustn't poop or she'll be killed, but the more she thinks about it, the more she has to go!

Back at the Frejis plaza in front of the station, Loid boards the old fighter plane that was parked there. He's able to operate the communication device and listen in on signals from Snidel's flying battleship. He manages to catch some of Luca and Domitri's conversation with Anya, including them saying that she's in this mess because she ate the microfilm. Upon realizing that Anya ate the microfilm, he breaks into a cold sweat, but quickly regains his composure as he gets off the plane and meets with Yor, who was waiting worriedly outside. He tells her that he thinks Anya is with the military, since he heard from the radio signals that they seem to have taken custody of a girl around five years old. Yor asks why Anya would be with the military. Loid knows that he didn't have any time to come up with an explanation, so he cuts the power cable on the plane and climbs back into the cockpit. As the propellers begin spinning, he asks Yor to stand back and tells her that he'll return soon. Yor thinks back to the two men who attacked Anya on the train and realizes that they might have been from the military, but she can't tell Loid about that or he'd know that she beat them up. She recalls what she said to Loid earlier: that they should all go together because it's a family trip. As the plane leaves, Yor jumps onto it and forces open the door at the bottom. Loid continues to pilot the plane into the Frejis sky, unaware that Yor is also on board.

Back at the WISE hideout, Sylvia thinks to herself that "the fate of the world depends on getting that microfilm…we're counting on you, Twilight."

Back at the battleship, Anya is trying hard to resist the urge to go to the bathroom. She moves her body back and forth to try and hold off the urge, which only makes Luca ask if she has to go. She says no and that she's just doing a dance she learned at school.

Meanwhile, Fiona infiltrates the Frejis air traffic control so she can communicate with Loid on the plane. She tells him the location of Snidel's battleship. Loid compliments her on being able to get the information so quickly, causing her to say that she's ready to be his lifelong partner anytime and asks again if he'd let her have the wife role for Operation Strix…but the communication line had already been cut.

Back at the battleship, Anya is still doing her "dance" to resist the urge to poop, but she's practically at her limit (Luca and Domitri had also prepared a duck-shaped potty for her). She's sweating, tearing up, and her stomach is rumbling. When she feels her consciousness wavering, a bright light suddenly fills her eyes. She finds herself standing in a beautiful meadow filled with colorful flowers and poop shaped clouds overhead. She hears a voice and looks up to see a divine-looking old man surrounded by light. He has a poop shaped crown and he's holding a staff with a poop shaped top. He tells her that he's the god of poop.

He says, "You've fought well, warrior Anya. You've tried your best to protect world peace but...enough is enough." He puts his hand on her shoulder. She can feel his compassion flowing through his palms. "Relax your butt and rest, warrior Anya. Let's go to the peaceful garden of the toilet!" Anya tries to fly through the sky like the poop god, but ends up falling into the ocean. However, she's saved by waves of toilet paper that lift her towards a temple lined with statues of the poop god. A toilet is enshrined in front of the statues. The poop god gives a shout, and the toilet paper carrying Anya turns into a giant duck potty. The poop god waves his staff and the duck speeds out of the water, heading towards the bathroom above the alter. The lid of the toilet opens with another shout from the poop god and the duck moves faster. Finally the duck bursts into a ball of light and Anya falls, laughing, into the shining toilet.

Back in reality, Anya finds herself on a bed in a room on the battleship. After hearing her mutter to herself about "what's the god of poop?" Luca excitedly asks if she's ready to poop and puts the duck potty on the bed. As soon as Anya looks at the duck, she comes to her sense and says, "no, I'm good." While Anya stays with Domitri, Luca reports to Snidel that Anya still hasn't pooped yet. Snidel tells him to cut open her stomach. Luca is taken aback by this and tries to protest, but after Snidel presses him, he reluctantly agrees to do it.

Meanwhile, Domitri is trying an exorcism ritual to get Anya to poop – he makes her lay on the bed with a banana, corn, and a pineapple along with coffee beans between them, all the while singing a song about "yellow three." When Luca returns, he asks Domitri what he's doing. Domitri replies that according to his coffee fortune telling, "yellow three" is lucky. Luca then tells him Snidel's orders and asks if Domitri would do it. Since neither of them want to, they decide via rock-paper-scissors, and Domitri wins. Anya reads Luca's mind about how he's going to cut open her stomach while Domitri holds her down. She starts shaking and thinks of Papa and Mama.

Meanwhile, Loid flies the plane close to the battleship and contacts them on the radio. He says that his plane is in a state of emergency due to a fuel system failure and would like to request an emergency landing on the battleship. When one of the soldiers tells Snidel that an unknown aircraft is requesting permission to board, Snidel demands that they shoot it down. Loid steers the plane out of the way of the sudden hail of bullets while Yor, still hiding in the back, hangs on as the plane starts shaking violently.

Back on the battleship, Domitri holds Anya while she screams for Papa and Mama. Luca approaches with a knife.

Back outside, Loid desperately steers the plane to avoid the gunfire from the battleship, including homing missiles. In the back compartment, Yor isn't able to see what's going on, so she thinks to herself that Loid's driving is…rough. Loid manages to dodge the missiles, but one of them explodes next to him, causing the fragments to fall on the plane and damage the left wing. He knows that crashing is inevitable, so he steers the plane towards the battleship. The impact of the plane crashing into the battleship shakes the room where Domitri, Luca, and Anya are in. They all lose their footing and fall, causing Domitri to let go of Anya. She then runs away and through the hallway while they give chase.

Loid jumps out of the cockpit with his bag of spy tools and onto the battleship as the plane crashes. He thinks to himself that he first needs to confirm where Anya is and heads through a narrow passageway. Meanwhile Yor makes her way out of the back part of the plane only to be greeted by a huge gust of wind. She's surprised to be on the outer part of a battleship. She peeks inside the cockpit to look for Loid, but he's not there. She remembers that Loid said Anya was with the military, so she must be on the battleship somewhere. The opening to the bottom of the battleship is too narrow, so she decides to go via the top, breaking into a fast sprint.

The soldiers find the plane wreckage and Snidel gives orders to search for survivors. When one of the soldiers tells him that there's a woman running along the outer part of the battleship, he thinks he's joking. But then he looks at the monitors and sees Yor for himself. He commands that they kill her, since she decided to come aboard using that plane, that makes her an enemy. The turrets at the top of the ship begin firing at Yor, but she swiftly dodges them. One of the soldiers readies a grenade, but she takes off her coat and throws it at him, causing him to lose his balance and fall backwards. When the soldier falls through the deck onto the catwalk, the grenade falls from his hand. Yor gets away just as the grenade explodes, causing the area around the hatch where the soldiers were firing to burst into flames. The soldier watching from the monitor shouts "Explosion on deck 3A!" When she encounters the soldiers, Yor politely says that she came to pick up her husband and daughter, but the soldiers were already unconscious from the explosion. She heads further into the ship. The fire continues to spread through the battleship. Snidel commands the soldiers to go put out the fire, and when asked what to do about the woman, he says to send out Type F.

Meanwhile, Anya is still running away from Luca and Domitri (while still holding her butt). She manages to elude them by slipping into a room without them noticing. She listens by the door, and when she hears that they went off to look for her elsewhere, she breathes a sigh of relief. As she turns around, she notices a toilet in the back of the room. Tears start welling in her eyes…after a long and painful battle, she finally won.

Loid hides in a small room while soldiers are running through the corridors. He wonders to himself what the explosion was and if the plane crash could have possibly damaged the ship's hull. He peeks through a gap in the door and notices an officer who appears to be a captain based on the number of stars on his badge.

After giving orders to the soldiers, the captain walks towards the door. Loid pulls him in, knocks him out, and gags him. He then steps out of the room, now disguised as the captain, wearing his clothes and donning a mask with his face.

The sound of sirens are blaring through the battleship. Yor notices the soldiers desperately trying to put out the fire and apologizes to them. She again says that she came to get her husband and daughter and asks if there's anyone who knows where they are. One of the soldiers looks up and shouts "It's that woman!" The soldiers begin firing at her, but she jumps out of the way, grabs a nearby fire extinguisher and throws it at them, knocking them down like bowling pins. She's confused as to why they're shooting at her, then thinks that they could be part of the bad guy group that attacked Anya on the train. She picks up two knives that the now unconscious soldiers dropped. She then thinks of Anya being in trouble, without anyone protecting her, and her face becomes clouded with anxiety as she tightly grips the knife in her hand.

Meanwhile, Anya happily bursts out of the bathroom with a refreshed look on her face, toilet paper rolling down her feet…only to bump right into Luca and Domitri. Domitri stands proudly with toilet paper around his feet, boasting about his toilet paper fortune telling. Anya's face goes pale. Snidel is informed by one of the soldiers that the child has been secured, and he commands that they bring her to him.

As she continues looking for Loid and Anya, Yor arrives at the entrance to the air cell and pries open the heavy door. She's met with a blast of hot air. The fire has spread all over the spacious room. As she goes further in, she feels a murderous intent behind her. As soon as she starts to look over her shoulder, gatling guns begin firing at her. She jumps out of the way as bullets are showered on her. She goes further down in the air cell just as a gigantic figure appears, slowly moving towards her with heavy footsteps. She politely asks who he is, but Type F doesn't answer. He reaches towards her but Yor kicks him to the ground, only to have more bullets fired at her that she subsequently dodges. She pulls out the knife and pounces on him, managing to knock off his helmet. She asks him to stop attacking but instead he presses his forehead against the knife, making a very inhuman metallic sound, breaking the knife. The arms of his cloak, that had been engulfed in flames, burn off to reveal that he wasn't holding gatling guns, but his arms themselves are guns. The rest of his cloak burns off, revealing a body made entirely of weapons. After he calls Yor an "intruder," she readies the other knife, realizing she has no choice but to fight him.

Meanwhile Loid, still disguised as the captain, gives orders to the soldiers to help them put out the fire. When one of the soldiers asks where the hostage is, Loid questions him and he explains that she's a child about five years old and that officer Domitri took her to the bridge.

At the bridge, Anya is tied and gagged in front of Snidel. Snidel is upset that they missed getting her poop, but Luca says that it could still be in the sewage tanks. Snidel says that it could also still be in her body, which makes Anya even more afraid. Snidel tells them to keep her in the room downstairs and he'll "take care of her" once all the chaos on the battleship is over, while also ominously adding that he brought an extra big knife to enjoy kebobs. He then orders them to go into the sewage tanks and find the microfilm or else he'll cut them like kebobs too.

After leaving Anya in the room, Luca and Domitri grumble about how they're in such a mess because of some greedy kid, and Luca groans that he's still sore from being bitten by the stupid dog. Suddenly Loid, still disguised as the captain, gets the jump on them and knocks them out. He wonders why Anya isn't here since this should be the only bridge on the ship. He enters the room where Snidel is and says that he's going to report on the status of the firefighting operations, but Snidel dismisses him, saying that he's busy now.

In the room below, Anya can read Loid's mind but she can't move or talk due to being tied up and gagged. She realizes that she's tied to a telephone pipe that leads to the room above, so she slams her head against the pipe to get Loid's attention. Just as Loid is deciding to back off so as not to make Snidel suspicious, he hears the banging in the pipe and notices a hatch right below it. He realizes that Anya must be under there, so he pulls off one of the buttons on his uniform and pretends he's going to pick it up when it rolls near the hatch. However, Snidel says "wait, captain" and asks him when he began to smell like...a city. Snidel then immediately shoots at Loid, who manages to dodge, but the bullet grazes the face mask that he's wearing. Snidel continues to fire at Loid, who hides behind a console in the room. Snidel asks if he's the traveler from Rubble and Bonds and says that he shouldn't underestimate the nose of a gourmet like himself. Realizing he's been found out, Loid tears off the captain's mask. Snidel and the other soldiers begin exchanging gunfire with Loid.

Back in the air cell, Type F continues to shoot at Yor, his gatling gun arm having now turned into a grenade launcher. She narrowly dodges his attacks and grabs a fire extinguisher set (with an axe) from the wall. They end up crashing down through the floor, with Yor slamming the axe onto his chest as hard as she can. However, this only reveals a firearm magazine in his chest hatch. The magazine sends bullets into the gatling gun. He aims at Yor again but she jumps away in time. As they stare each other down in the flame filled room, she wonders what she can do against an enemy who can't be damaged by knives or axes.

Meanwhile, Loid continues to exchange gunfire with Snidel and his soldiers. Snidel opens an attaché case with a gas mask and grenade that he calls "Type G." Anya reads Snidel's mind about the grenade being a poison gas grenade that he's been developing and wants to test out. She starts panicking, trying desperately to break free from her binds so she can warn Loid about the poison gas. An image of Loid covered in wounds as he tries to save her flashes in her mind as she thinks "It's Anya's turn to save you!"

Snidel pulls out the pin from the Type G and throws it over to the console where Loid is hiding…just as Anya breaks free. As the rope suddenly breaks, she falls and rolls across the floor, hitting her head against a console in the back of the room. A green light illuminates on the console. Suddenly, the windows in the bridge open and gas starts getting blown all over, much to the confusion of Snidel and the soldiers. Loid uses this opportunity to make a move.

As the gas eventually leaves the room through the open windows, Snidel's men are shocked at what they see through the dissipating gas – their leader Snidel wrestling with…another Snidel! One Snidel tells them to shoot the imposter while the other says that he's the real one. Loid (disguised as Snidel) thinks to himself that since Snidel is the only one with a good nose, he just has to fool the others. Snidel brandishes his knife and threatens to tear off Loid's "imposter skin" and turn it into pork scratching. But Loid gets the upper hand and manages to grab Snidel and cause him to lose his balance, saying that his "imposter" skin isn't so flimsy that it could be cut off by the likes of Snidel. He wraps his left arm around Snidel's neck and tightens his grip, causing Snidel to drop the knife in his hand.

The soldiers are still confused about which is the real one as Snidel's body falls to the floor. Loid says "Do you think I'd lose to a fake," fooling the soldiers into thinking he's the real one. He tells them that they're to head to the Arbo Republic as soon as possible and that they're abandoning the ship. He commands them to use the land route instead. Carrying the body of the real Snidel, the soldiers leave with shouts of "all personnel abandon ship!" When he's finally alone, Loid takes off his Snidel disguise.

Meanwhile, Type F's right arm is overheating but he tells Yor it's no use waiting until he runs out of bullets. Even though his chest plate was torn off earlier, all Yor has left is a broken knife…until she feels around in her pocket and pulls out the lipstick that Loid had bought her. She lowers the knife and tells Type F "this is your last warning, please stand aside. I only came here to get my husband and daughter." But Type F just says that they should all perish together along with the future of the East and West. He then readies another round of bullets. Yor dodges and makes a wide circle around him, dragging the lipstick along the floor. She slashes at his chest with the knife, causing the knife to break. As he jeers that a knife won't work on him, he looks confused for the first time when he notices a line drawn around him with the lipstick, leading up to his chest. She says that she heard that lipstick is half oil. He tries to shoot at her again but it's too late…the flames along the railing run down the lines of lipstick, igniting the weapons embedded in his body, causing him to explode. After confirming that he's been destroyed, Yor continues on her way.

Back on the bridge, Loid opens the hatch to the door where Anya is and jumps down. She's overjoyed to see him as he asks if she's okay. She clings to him and buries her face in his chest. Just then, something falls out of her pochette – the cherry liquor. She tells him it's what Papa was looking for and he realizes that's why she ran away from the hotel. Upon realizing this, he can't help but smile, and Anya smiles too when she reads the thoughts he won't say. Just then they hear a loud explosion. Loid holds onto Anya as the ship shakes from the explosion. "Anyway, we better get out of here" he says.

Meanwhile, Yor opens the hatch at the top of the air cell and makes her way to the outer part of the airship where she sees Loid and Anya. They're both surprised to see her. "Mama!" Anya says as she runs to Yor, who gently hugs her while asking if they're both alright.

Loid asks the same of Yor while also asking why she's here. After hesitating a bit, she admits that she came on Loid's plane and that since it was an "outing," that they should have gone together. She then asks if the people on the airship are actually the military. Loid pauses since he can't tell her the real explanation, but then Anya speaks up about how she ate their important chocolate on the train and that's why they were after her. Loid thinks to himself about how they must have hid the microfilm in the chocolate, but he can't tell that to Yor. So he says that chocolate theft is rampant in cold regions because people believe it will keep them warm...they'd even steal from a military ship. Yor believes him and comments that there's a lot of scary people in the world. They both scold Anya for what she did: Loid asks what the heck she was doing eating that by accident (while in his mind he's glad that she's safe) and Yor says that she shouldn't do whatever she wants with something that belongs to someone else. Anya guiltily says "sorry" and they both can't help but smile at her. They hear more explosions and Loid says that they need to get off the ship. Anya points towards the window and they realize that the ship is heading right towards the city of Frejis. Loid begins operating the device on the console. Yor asks if he knows how to operate it and he says that he knows how from when he did it as part time work when he was a student. Yor is impressed, but Anya knows he's lying.

Down in Frejis, people notice the large, burning battleship descending towards the town and begin running all over in a panic. On the battleship bridge, the ceiling blows off, causing an extremely strong wind to blow. Loid realizes that the propulsion system and lifting platforms are dead, and wonders if it's even possible to make a safe landing or even change course. Behind him, Yor and Anya are holding onto each other while the latter shouts "You can do it, Papa!" Loid says not to worry since the rudder is still intact. However, when he grips it, he can hardly get it to move and the ship is still losing altitude. Debris from the broken ceiling rains down on his head, causing him to lose his balance. Just then, he feels something on his right hand…Yor's hand. And on his left hand, Anya's. "Please let me help, too" says Yor, "Anya too!" says Anya. Working together, the three of them are able to move the rudder little by little.

The Frejis clock tower looms before them but they're able to steer the ship so that it narrowly avoids colliding and only grazes the side of the clock tower. The ship continues to lose altitude, heading towards the surface of a large frozen lake. Yor hugs Anya close to protect her as the ship shakes violent from the impact of the landing. The battered ship glides along the surface of the water at high speed, whipping up a cloud of steam. The frozen water crashes onto the ship, putting out the fire. On a hill not too far away from Frejis, Bond and Fiona stand near Fiona's car and watch with bated breath as the battleship crashes into the lake. "Senpai…" "Borf, borf, borf!"

Back at the ship, the Forges escape from the collapsed bridge and onto the roof. They look in wonder at the pretty scene before them of the glittering ice particles shining against the city lights like diamond dust. Suddenly, water that had collected on the deck roof pours onto them like a waterfall, leaving them soaked. They're perplexed for a moment before Anya bursts out laughing with a "waku waku splash!" Then Yor also laughs. As he watches the two of them laughing, Loid smiles softly.

Suddenly Anya sneezes and Loid notices something in her mouth. Loid realizes it's the microfilm, smaller than a fingernail. He wonders if it had somehow gotten stuck in her teeth. When Yor asks what it is, he clutches the microfilm in his hand and replies with a smile, "it's a return ticket."

The next morning at Berlint, Yuri listens to the news at his desk at the SSS: "The flying battleship that landed in Lake Frejis last night appears to have been an accident during a training flight. The committee has announced that it has already begun interviewing the manufacturer and the military." He remembers that Frejis is where Yor said she was taking a trip to and he wonders if she's okay. His lieutenant then opens the door and requests some documents. Yuri asks why the SSS has to be the ones to clean up this incident, and the lieutenant replies that if the people found out that the military was behind it, that would be troublesome. After the lieutenant leaves, Yuri muses to himself how it seems that WISE intervened in the incident though there's no solid information. He wonders how they could have possibly done it, then thinks "it must have been him…Twilight."

At the WISE hideout, Sylvia reads the newspaper headline which states that there were no survivors of the battleship incident. She compliments Loid, saying that even though the SSS put out the fire so to speak, he managed to not leave a trace of the Forgers' involvement. Loid replies that yes, the Forgers were just enjoying a normal family vacation. He takes out a wine bottle from his bag. Sylvia peels off the label, revealing the microfilm. She then tells him that he's back in charge of Operation Strix, much to Loid's surprise. She hands him a photo of Depple at night with a strange woman and says that his affair was exposed and he was disowned by the father of his wife. Loid smiles slightly when he notices that the woman with Depple in the photo is a WISE agent – in other words, he had fallen into their trap.

Afterwards, Loid meets up with Yor, Anya, and Bond at the park by a fountain. Yor asks how his patient was and he replies that it wasn't a big deal considering they called him out of nowhere. Anya asks Loid why there's no fish in the water and he flatly replies because it's a fountain. She then calls to Yor, taking her hand and leading her to the fountain. As Loid watches them happily talk about something, and Bond following along and enjoying himself, Loid lets out a sigh, but his expression is surprisingly soft. He thinks that even though he's able to continue Operation Strix, he can't let his guard down and needs to keep focusing on acquiring stellas. Anya reads his mind and is overjoyed that the Forger family isn't finished. Loid says that they should go home now since Anya has to "train" to make the melemele for the cooking competition tomorrow. Even though they weren't able to eat a real melemele, they at least have the ingredients for one. Anya asks to hold Loid and Yor's hand as she happily chants that she's going to make a yummy pastry. When Yor says that she'll help too, Loid and Anya politely turn her down. They then head home together.

At the Eden classroom, the students are preparing their cooking ingredients. Becky says that she's going to make an orange layer cake that she learned from training with her pastry chef. She asks Anya what she's going to make. When Anya replies "melemele," Damian overhears and comments that it's an old pastry. Anya tells him that if she makes something good, she wants him to have it too. Damian's face reddens as he shouts that he'd never eat anything she makes. With a shocked face, she asks if he really hates it that much. This makes Damian's face redden even more as he shouts that he'd vomit if he ate her food. He runs off with Ewen and Emile following. Becky comments that he's the worst while Anya thinks that the friendship scheme is a failure. Just then, Anya and Becky turn towards the direction of an explosion sound.

Later that day, Anya shows Loid and Yor a note from school saying that the school kitchen broke down so the competition was postponed and the judge was changed to the vice principal due to scheduling conflicts. Anya laments that since it's not the principal, the melemele won't work. Loid thinks for a moment and says that he remembers reading in the school newspaper that the vice principal is crazy about the berry pudding from the southern region. He asks if they should go, and both Yor and Anya agree. Loid opens a map and points out the southern region. He says it's warm there so they shouldn't need a lot of luggage. Anya is excited about going to the ocean and wonders what playing cards she should bring while Loid thinks it would be a good opportunity for her to learn how to swim. Upon hearing all the talking, Bond comes over from where he was sleeping and gives a happy "Borf!"

Meanwhile at Frejis station, Franky trembles in the cold and shouts "Hey Loid, I bought the cherry liquor!!!"

-----

Afterword: Congratulations if you've read this far! When I first started this project, I honestly didn't think I would write this much for a "summary" 😅 I thought it would just be a few paragraphs tops. But as I translated, I was like "oh, this is interesting, I should write it down!" And I just kept going with that and didn't want to stop! Some may wonder why I would want to spoil myself to this degree, but for me, reading about the movie (in a language I'm not fluent in) is still no replacement for actually seeing it for myself - the novelization doesn't convey every line of dialogue, character action/expression, voices, etc. But now that I know what to expect, I can get myself hyped for the scenes I'm looking forward to seeing while also not getting my hopes up for something I won't see. I don't care to do this for most things, but I'm the opposite when it comes to my hyperfixations like SxF! I'm also not going to give my thoughts on the movie until I see it for myself. But I will say that based on the novelization, even though I thought a few things could be better, overall I think it will be a ton of fun and can't wait to see everything in full animated glory!

Again, please remember to be cautious about where you share spoilers and to properly tag posts on social media. And if you end up sharing large portions of this summary elsewhere, a shoutout to my blog would be nice...I spent many hours working on this!

[https-immotmari]

❝ Crush na crush na crush kita! ❞ ─── pjsk boys!

WRITER'S START IN BEING DELULU!

Just from the title, y'all should have a thought of where I come from lmao ＜（＾－＾）＞! Anyways, third request came in and I hope you don't mind the reader's gender being neutral, thank you!~

fandom! .project sekai character(s) used! .akito shinonome, toya aoyagi, tsukasa tenma and rui kamishiro gender of reader! .gn!reader however, implied fem!reader implied in toya's and tsukasa's sections head start! .reader, in both akito's and toya's, is a senior, reader in toya's section is tsukasa's older (by one minute) twin sibling, light angst in toya's section, rui's reader is a foregnier and doesn't understand nor speak japanese very well however, they can understand english

. . .akito shinonome!

❝ Di mo ba nadarama? (Don't you feel?) ❞

what in the H E double hockey sticks is he feeling?!

he doesn't know why his heart goes crazy just the mere sight of you he doesn't know why he suddenly stutters his words when talking to you, he just doesn't understand why his mind wants to see you every day.

well, to everyone, it's no surprised you've captured the hearts of majority of the student population in kamiyama high. you're literally the IT girl/boy/person of kamiyama and you aren't even aware of it.

you're even a great senior! he met you through toya, who was trying to find tsukasa since he wanted to confirm something and they found him talking to you, and he was instantly whipped! though, he denies it.

toya lightly teases him that he acts like a mess when you're around him and akito just barks back with lies, just to save his pride.

"I'm telling the truth, toya. I don't act weird whenever (last name)-san is around." akito denied his best friend's, toya, accusation. him? having a crush on the school's heartthrob? that's stupid. he would never-

"excuse me?" akito suddenly froze on the spot as toya twirled his head only to see you carrying a bunch of test papers. "oh? toya? and uhm.." you squinted your eyes, trying to recall the name of the frozen ginger beside toya, "oh right! akito, right? you're ena's cute little brother, hm?" you tilt your head forward a bit, smiling in his way.

in the end, toya had the last laugh as he watches his best friend being completely different around their senior, "I told you so." as akito clutches his chest, where his heart is at.

just innocently dropping hints to toya that he 'needs' help with a difficult math problem, that's probably a year above them level, and that he needs a reliable and amazing senior to help him.

he ends up having tsukasa and sometimes rui, it's rare having you to 'help' him since you're quite busy as well.

but, that doesn't stop him! he often has toya delivers his little gifts, after a long time convincing toya that it was his older sister's, ena, request to deliver 'her' gifts, to your desk when you're not around, some students may have thought that toya has a crush on you.

his little gifts consist of key chains of (favorite things), sometimes flowers and pins with your favorite series/anime/manga/etc.

how he knew this? he actually got information from one of ena's conversation with you and your post from your social medias, in which he secretly hearts everything on an alternative account.

he turns into a lovesick puppy the moment you walk in, if he were a puppy, his tail would be going crazy all the while his face would be a hot mess.

during the sport event, you were one of the mc's and it made akito's motivation in winning increased TO THE MAX!

he was running faster than ever, even ena was suprised to see her little brother like that, poor tsukasa who was on his back, tsukasa was holding onto akito's shoulders for dear life.

"shinonome-san is running as fast as ever! it seems like he's eager to win, don'tcha think, partner?" the other mc look at you, waiting for your commentary.

you chuckled, smiling as you watch the intense match between your juniors, mizuki and akito. "I couldn't agree more, partner! even poor tenma-san is holding on for dear life~" both you and your partner snickered.

after he won that match, he was congratulated by you over the mic and no one can image the furious blush appearing on his cheeks, like, YOU, out of all people, were to congratulate him first before toya can?????

he was on cloud nine that even toya had a difficult time in getting him back to his senses till they were in their band practice, an hand to shake him back to life.

he denies this for a long time but, on valentine's day, instead of the classic chocolates and flower, he actually got you special and that he's proud of but, never admit it was him.

he got the valentine's day special chocolate pancake with (favorite fruit) on the side from the place where he usually buys his pancakes, he bought it using his hard-earned money. he also made oragami flowers, bouquet of flowers actually, the flowers being all of your favorite kinds. he actually spent a lot of time and dedication on the oragami flowers and learned them from a lot of youtube videos.

of course, he remained anonymously.

out all the gifts you've received that day, his gift stand out the most due to his effort in making it perfect. you gushed about it to your friends and one of them was ena. she had a gut feeling that it was her little brother, akito, but never got confirmation.

he doesn't know why his heart goes crazy just the mere sight of you, he doesn't know why he suddenly stutters his words when talking to you, he just doesn't understand why his mind wants to see you everyday. Don't you feel it?

. . .toya aoyagi!

❝ Crush mo rin kaya ako? (Do you have a crush on me too?) ❞

you're actually tsukasa's older, by one-minute, twin sibling so, he's known you very well.

though, he wasn't able to have a lot of conversation with you back then since you were more focused on your youngest sibling's, saki, health and was always in the hospital, in which he couldn't go, fearing that it upset his father.

despite not often having to chat with you, toya can see you as the loving and caring older tenma sibling, within the three tenma siblings, you're the matured and calm one, one of the reasons why toya and you got along pretty well.

him crushing on you came when you caught him tearing up a bit after an argument he had with his father, he was a little kid at the time, and instead of degrading him for crying, you sat beside him and comforted him, whispering nothing but sweet things to him as he cried in your shoulder. you comforted him like how you comforted tsukasa whenever he has his episode due to him thinking he wasn't a great enough brother for saki.

after comforting him, you gave him a small smile and encouraged him to go after what he loves the most, and at that moment, the thing, or person, he loves the most at the moment, till now, is you. he just doesn't realize it till his unitmates told him he was, in fact, has a crush on you.

he felt the warm and loving aura coming out of you that you always give to your family, especially to your younger siblings. something he had craved from his father ever since he was born and yet he never received.

after that day, this little kid was always following you around like a little duckling, except in the hospital, in which you find it to be amusing and adorable since you've ever known toya to be the quiet yet blunt stoic kid and seeing him following you around whenever him and you are inside your house.

toya, at the time, didn't know why his cheeks felt warm and his heart going slightly faster than before whenever he encounters you. it makes him space out sometimes.

one time, he made a claw machine empty because he wanted to give you plushies like he gives to saki, through tsukasa, as well! you were surprised to see a lot of stuff toys in your room when you got back home from the hospital.

it made your face brighten up and as a thank you, you gave toya one of your beloved books in which you cherished the most so, image the shock expression he had once tsukasa told him that it was one of your cherished books you held dearly, and you gave it to HIM??

upon knowing that fact, the book you gave to him now has its very own section in his bedroom shelf, it even has its own clear protection case to keep the dust away if he's not reading it at the moment.

nobody is allowed to touch the book besides him and you.

now that you two, alongside tsukasa and saki, have grown into teenagers, you two have more screen time with each other now that saki is finally out of the hospital!

since you and tsukasa are the same age, meaning when toya was a freshman in kamiyama, you were a senior at miyamasuzaka, the same all-girls school saki is in.

despite being in different schools, you two interacted a lot! especially when all four of you hangout after school!

his feelings for you were rather obvious, at least to tsukasa and saki, he was so different from his quiet and stoic self.

whenever you're around, he smiles more often all the while talking to you, toya can't help it! you're just a beautiful scenery, it's a crime to not admire you. saki even called him out-

"(n/n) sure does look beautiful, right, toya-kun?" saki innocently teased the blue haired individual, who was admiring her older sibling as they baked a bunch of cookies for the four of them.

toya immediately snapped out of his daydreaming upon being called out, "o-oh.. yes, of course they are." he shyly nodded, feeling his cheeks warming up. saki simply chuckles, knowing damn well that she'll be the matchmaker alongside her older brother.

when vivid bad squad was formed, he immediately rushed to you and told you about it, you smiled at him, he was finally doing what he wanted and not what his father wanted, and you were proud of him.

whenever he's at band practice, he often unconsciously rambles about you to his bandmates, an and akito teases him about it, telling him that they didn't know toya has a crush.

that's when he furrows his brows, crush?

due to his oblivious self, an and akito, mostly an, explained to him that he has a crush on you, and he was like "oh...oh!"

now with this newfound information, he felt even more nervous around you, sometimes stuttering his words as if he's malfunctioning robot.

his heart just goes crazy and with the way you acted around him these couple of years, thanks to an explaining how most women acted when they have a crush on you, he wonders if you also have a crush on him too?

. . .tsukasa tenma!

❝ Cross my heart, P.S. I love you ❞

he met you first in phoenix wonderland, you were a guest invited by one of your friends.

he, alongside his troupe members, was greeting the guests ever-so loudly and cheerfully and when his orange-yellow eyes set on you, his world just stopped right there and then.

your (h/c) was shining, complimenting your sparkling eyes and dazzling sweet smile, he felt his heart was racing, racing fast.

he was so stunned that when you and your friends came up to him and his troupe members, he was fumbling with his words all the while his troupe members cheerfully, mostly emu, greeted you and your friends. tsukasa's eyes were mostly on you, though he did try to act normal and tried to look at your friends as well but, his eyes kept glancing over you.

rui, who noticed this, teased him after you and your friends went away. tsukasa denied it, saying you look 'familiar' to him though, rui didn't seem convinced.

over the time your there, his eyes were trying to find you again, wanting to see if he was daydreaming that time but yet every time he sees you, he malfunctions again.

on the other hand, you caught him spying you from afar and whenever he quickly hides, you find it amusing.

he didn't know why he wanted to find out more about you, though you were a random guest, you can be EVERYWHERE!

but, I guess lady luck blessed him after a couple of weeks, he was in front of saki's school, miyamasuzaka, and while waiting, he saw you again! alongside your friends.

his eyes went wide, and my dude just stood there like 🧍‍♂️

once he and saki were back at home, he immediately bombarded her with a lot of questions about you.

"hey, saki, do you perhaps know somebody in your school with (h/c) hair and (uniform style/details about your uniform)?"

"oh, well there a lot of people with (h/c) hair in my school but, with the way you describe certain details uniform, I think you're referring to (last name)-san!"

that's where he learned about you as he watched saki talking about you gleefully, you were an assistant and close friend to the MORE MORE JUMP! members, no wonder why saki seems happier to talk about you to her older brother.

and no wonder he recognized you, he once saw you in shizuku's social media, in which he follows since they are good acquaintance with each other.

he thought about messaging you since shizuku tagged you in that one post. he wanted to formally apologize for weirding you out on that day.

and that's how you basically meet the blonde weirdo yet cutie from the theme park you visited a few weeks ago again. he firstly messaged you by introducing himself before apologizing for his behavior a couple of weeks ago, you honestly find it amusing and adorable. you two chatted with each other all day, and then the next day, and the next day-

after that, he invited you to hangout after school whenever your free, sometimes he brings along saki and toya, since you two bonded within the private messages you two have been sending each other.

honestly, he hasn't moved on from your first encounter, he still acts like a silly idiot around you. tsukasa doesn't even know why like, you're like everyone else, average yet has a certain charm around you making tsukasa even more invested into you.

whenever he's around you, he feels like very different that has him questioning himself about it. like, why does he feel funny around you but not to others? why does he feel the urge to impress you more with his charms and talents? why does he stutter his words out like a fool whenever it's you? WHY DOES HIS HEART YEARNS FOR YOU?!

I feel like he's seen a various of romance theaters, movies, dramas, etc (thanks to saki) so, he caught up with what's happening to him, it went like this;

"I'm in love..." the blonde muttered, finally knowing the reasons why he's acting differently to a certain someone. he had finally solved the mystery of his strange behavior whenever you're around!

"I'M IN LOVE- HAHHHHHHHHHH?!" tsukasa immediately stops himself upon seeing in the corner of his eyes, his troupe members all can be seen in the doorway, spying on their leader while rui was recording it with his signature smug cat-like smile plastered on his face.

in the end, let's just say rui, maybe emu and nene, got their blackmail for tsukasa.

he was quite shy at first but, he warms up since in his thoughts, he NEEDS to impress his crush, aka you, because the only way your crush is gonna notice you and wants to talk to you is to impress them! (tsukasa's words, not mine)

expects him to be a very, very, VERY gentleman towards you such as carrying your things, bringing you little snacks, escorting you to your house to your school along with saki, and many more that I can't possibly list down.

when he heard you were a fan of phenny-kun, he just has to impress you with his voice imitation of phenny-kun, he just had to. I mean, it IS his job, alongside his troupe members, to make people smile. his day brightens up whenever you enjoy his imitation of phenny-kun! doesn't he love you too much?

he probably made a play dedicated to you and have scenarios where you, the main character, and he as the love interest, he's too busy daydreaming he didn't notice that one of rui's inventions is coming straight to him-

he became a simp, your simp to be exact.

doesn't he love you so much? Cross his heart, he'll love you wholeheartedly that's for sure!

. . .rui kamishiro!

❝ 'Di ko alam ang nangyayari (I don't know what's happening) ❞

he honestly didn't expect himself to be having a crush on somebody, especially when his crush is oblivious foreigner such as yourself.

you were the infamous transfer student he had heard about from the juniors; it was quite obvious due to your appearance alone, so you stick out like a sore thumb. if that wasn't bad enough, you also had a hard time understanding and speaking their language. you usually kept quiet as you feared that you might sound like an idiot when speaking japanese.

so now, picture this, a transfer student from (country) that has a hard time understanding and speaking japanese in a japanese high school, seated next to the well-known troublemaker of kamiyama high, now surely it won't be chaotic? spoilers, it did.

rui honestly finds you amusing, he would chuckle whenever he would ask for something to you, and you would completely give him another thing instead what he asks for.

it was another day in class in this new high school of yours, if the lectures make your head dizzy because it's difficult in understanding the teachers a bit, the purple head boy next to you makes it more difficult.

"psst.. mind letting me borrow your eraser for a moment?" he whispered to you, not wanting to get caught by the teacher. rui watched as you confusedly scanning your desk, trying to understand what he wanted from you.

'okay, he clearly wanted to borrow something... but, what??' you were thinking a bit too hard that the lecture from the teacher is mentally blocked from your head, now focusing on the given task by your seat mate.

"um.. t..t..this?" you tried pronouncing the said word in japanese but, it only sounded broken a bit, all the while showing rui a sharpener.

and that moment, rui kamishiro knew, he'll be going to enjoy this year.

you being shy reminds him a lot about nene but, in your reason, you were afraid of sounding stupid while speaking his country's language. though, he'll give you the benefit of the doubt since you were learning how to speak the language.

he teases you even though you mostly don't understand all he just said, which amused him more while you were determined to learn about the language more to know what rui is saying to you most of the time.

eventually, it was one of your daily routines to have rui tease you every day, even though you don't understand half of it but, hey! you're at least getting better with your japanese.

and with that, rui and your friendship began to develop as time went by, the purplenette introduced his unitmates to you and you were thankful that they introduced themselves in english. p.s rui rambles about you to them.

sometimes rui say english words to help you understand what he or other people are saying. though, if someone was mocking or insulting you, rui wouldn't even try to tell you what they are saying instead, he just guides you away from them by wrapping one of his arms around your shoulder and distracts you, though you had a gut feeling that the person was saying bad stuffs to you, you pick up some of their words and understand soe.

I think rui having a crush will take a long time since he's more on focusing on his inventions and his performances with his unitmates so, catching his attention in you, romantically, it's going to be a long ride. though, if you did, in which is going to happen, congratulations then.

though, he did start to feel whenever your around as the days goes by, and honestly, dude was confused. I feel like he has no grasp of like love and crushes since he's probably more focus on his works and his unit's performances that he doesn't have the time to think about anything else like love.

so yeah, it took him a long time to solve this difficult equation on why he feels weird whenever you are around/mentioned. he doesn't know what's happening to him.

with that, he went to nene and intentionally drop a topic like "what if somebody feels weird whenever somebody's around them, like something's making your heart beats faster?" and nene just look at him with a blank expression of hers, already knowing what's up with her childhood (best) friend however, she won't say it just for fun.

even with his newfound feelings, he acted the same but, once you come closer to his chest area where his heart is at, you'll hear his heartbeat. his teasing is still the same though he increased it to the max, anything for you<3

within school/lunch breaks, he'll teach you japanese words and how you pronounce them while you teach him english/(native language) words and how you pronounce it. though, that doesn't mean he'll stop teasing you just because him and you are teaching each other different languages, from time to time, he says to you compliments in japanese and when you try to pronounce it, his smug cat-like smile widens even more.

but, he'll only get scolded by you after you search about the phrases back at home, he'll do it again and again even if he's going to get scolded by you and he'll probably get the silent treatment by you<3

although jokes asides, he'll calm you down whenever you're feeling really anxious about speaking japanese, especially in front of the class whenever a teacher calls you out for recitation. he's one good listener and advice giver, so any problems you have, please go to him and he'll make it better, especially for you.

fast forward to summer holidays and school was ending, with all the moments and days you've spent with rui, you finally made a decision, something you'll feel embarrassed about but, hey! rui someone that is dear to you. as rui finished packing

up his things and mostly every one of your classmates were outside now, you approach rui very differently unlike the way you've approached him before this.

"rui.." you muttered out, loud enough for the said person to hear and make his head turn towards you.

"hmm, yes?" his eyes went immediately towards you, seeing a letter in your hands, your gaze shyer than ever, and some sort of red tint in your cheeks.

"I.. uhm.. I.." you stuttered out, trying to find the words you wanted to say to him. rui, noticing it, gives you a pat on the head as a sign of encouragement as what he always did to you whenever you feel nervous/anxious.

eventually, you finally did as what you have planned the day before, "I.. just want-ted.. togiveyouthis..!" you quickly finished yourself, saying it all in japanese, while handing the letter to him before quickly rushing out, leaving rui with a dumbfounded with a letter in his hand.

the mad sciencetist, I mean, the purplenette boy stared at the letter the rest of the time as he walks home, wondering what you wrote in this. though once he had opened and read it, he lets out a smile, not his usual smug cat-like smile but, a genuine and gleeful smile.

with his heart beating crazily as he only thought about what you wrote in that letter, his thoughts filled to the brim with you, he honestly doesn't know what's happening right now.

WRITER'S END IN BEING DELULU!

Apologies for the long wait! school just recently started and this january I'm filled to the brim with projects and performance task ＞︿＜!

and also, I had writer's block with rui's section though special thanks to one of my lomls @liqis-postoffice for the ideas &lt;3

rules! + masterlist!

[covid-safer-hotties]

Key points you should know:

=Mainstream media coverage of mask bans has given space for politicians’ false claims that masks are associated with wrong-doing, like crime and antisemitism, while overlooking that bans are, in many ways, an effort to suppress the reality of COVID-19. =There are 21 states and numerous municipalities with laws against masks or disguises on the books. People who wear masks would benefit from knowing exactly how they are worded and any legal precedents, as police are often under-informed. =Both Republicans and Democrats are pushing more severe mask bans than ever before in history. Democrats are more likely to give lip service to health needs without offering meaningful protections. Masks can and will be criminalized by police regardless of the language of the law, as arrest trends follow social trends. Police are also permitted by the Supreme Court to make mistakes in enforcing laws.

On August 5, Nyss Fayrchyld traveled from New York City to Nassau County in Long Island with other organizers to testify against a local bill to ban masks. The next few hours were “traumatic” and “volatile,” they recalled, with supporters of the bill “yelling obscenities” at immunocompromised people who testified in masks, calling them ”pro-Hamas thugs and terrorists.”

Police also directed enforcement at people in masks. One masked attendee was arrested on several charges, including second-degree assault, a felony, facing up to nine years in prison. Fayrchyld insists that the person was de-escalating conflict, which seems corroborated by video evidence. Supporters of the ban were also given more time to speak.

Nassau County’s bill passed with a vote of twelve Republicans in favor and seven Democrats abstaining. The law includes a vague medical exemption but also gives police expansive powers to stop, unmask, and arrest people.

Fayrchyld witnessed the type of state-sanctioned hostility that has become increasingly common for people who wish to stay safe during the ongoing COVID-19 pandemic. Nassau County is just the latest jurisdiction to pass a mask ban, after North Carolina and Washington, D.C. early this year.

New anti-mask bills were also recently introduced in Chicago, the New York State legislature, and the federal House of Representatives, which proposes a sentence of up to 15 years. Leaders in New York City and Los Angeles have discussed possible future bans, and other states are enforcing pre-existing anti-mask laws on the books. The University of Virginia has banned masks on campus, unless the person can show documentation of medical need.

While mainstream media stories about mask bans often mention that immunocompromised people might be harmed, these stories also give unskeptical space to politicians’ claims that increased mask-wearing has contributed to all kinds of wrong-doing, from crime to antisemitism. In reality, mask-wearing is increasingly rare compared to early in the pandemic. There are countries with far less violence than the U.S. where wearing a mask is normalized. One analysis found no correlation between mask bans and crime rates. Many pro-Palestine protestors are masking explicitly to prevent spreading COVID-19.

Most media coverage fails to connect the new wave of mask bans to the ongoing political efforts to minimize COVID-19. Overblown concerns about facial recognition and protestors are only possible with a concurrent effort to downplay the threat of COVID-19 and erase signs of it from public life — now a priority for most mainstream politicians.

While the conversation around mask bans has focused on new laws and bills, 21 states and many municipalities have laws banning masks and/or disguises in different settings, which is more than other organizations have reported. Even where these bans have apparent limitations or exemptions, the finer language of the laws leaves all COVID-conscious people vulnerable. And the historic practices of police endanger people even in states with no legal bans.

“We have come so far downhill when it comes to protecting one another that [supporting mask-wearing] is a controversial opinion to have these days,” said disability activist and author Imani Barbarin. The political climate, she said, “creates this perfect storm where it’s going to further criminalize Black and Brown people who need masks to survive.”

The politics and propaganda of mask bans Historically, mask bans tend to come in waves. This current wave has been led by Republicans, with Democrats following closely behind. While Democrats tend to pay slightly more lip service to health needs, their actions undermine their promises.

The Republican effort to ban masks started before the COVID-19 pandemic, with a series of bills aimed at antifascist protestors. In 2011, Occupy Wall Street protestors were arrested for wearing masks. Republican leaders reignited their efforts in early 2023, introducing bills that sought to end the COVID-19 era of masking altogether.

Republicans insist mask bans have been around for a long time. But their recent efforts go further in criminalizing masking than ever before. North Carolina’s new law requires members of the public to “remove the mask upon request by a law enforcement officer,” for any reason, for as long as police want. Previously, the state’s law limited this demand to traffic stops and when police believed someone was committing a crime.

The new provision “smacks of blatant authoritarianism,” said Corye Dunn, Director of Public Policy for Disability Rights North Carolina. North Carolina’s mask ban also adds a new provision requiring a person wearing a mask to “temporarily” remove it at the request of an “owner or occupant” of a “public or private property.”

“Occupant doesn’t mean anything” in state law, Dunn said. She’s concerned that this “dangerous” provision will “embolden bullies and set up people with disabilities to face hostility” from fellow citizens demanding mask removal.

Elaine Nell, who co-founded the group Advocates for Medically Fragile Kids NC, is “angry, sad, and scared” about how the law might be enforced when it takes effect in October, especially in public spaces: “You get jury duty [and you] may not be able to wear a mask.” Nell is also concerned about her medically vulnerable children, who already lead restricted lives. “This may just take away even more,” she said.

Meanwhile, the conservative Manhattan Institute for Policy Research recently proposed a mask ban template focused on protests that don’t include any health exemption. While the Institute doesn’t pretend that COVID-19 is over, the template outlines a grim scenario: “Someone who wears a mask for health reasons probably should not be congregating in large groups of people.”

This statement suggests that immunocompromised people shouldn’t have the right to protest, work, or exist in crowded spaces, harkening back to the “ugly laws” that once forbade disabled people from being in public.

Democrats in the New York legislature proposed a mask ban bill similar to the Manhattan Institute’s template, with a medical exemption that only applies during a “declared public health emergency.” On paper, the federal government ended the COVID-19 emergency in 2023.

Across the country, Democrats are proposing mask bans based on flimsy and inconsistent logic, often citing incidents in which the main aggressors weren’t even masked. New York City Mayor Eric Adams, a former police officer, might be the one Democratic leader willing to make the subtext clear. He has expressed the desire to “go back to the way it was pre-COVID” by banning masks on subways, in stores, and in “other areas where it is not health-related” — as if there are any locations where health is not an issue.

Adams articulated out loud the Biden administration’s consistent priority: to erase the signs of COVID-19, or, as the podcast Death Panel calls it, the “sociological production of the end of the pandemic.” This started in the spring of 2021 when the CDC proposed that vaccinated people no longer need masks. The administration has also steadily chipped away at COVID-19 data collection efforts.

Mask bans are the latest step towards that goal, further disincentivizing the public from wearing them for protection. Biden administration leaders have explicitly associated mask-wearing with unnecessary, humiliating, and “fringe” behavior. And Biden recently insisted that he “ended the pandemic,” just before he reportedly caught COVID-19. His administration has been able to erase almost all signs of COVID-19 besides the viral illness itself.

How police criminalize masking On August 22, Disability Rights New York filed a lawsuit challenging the Nassau County mask ban by invoking the Americans with Disabilities Act (ADA). But mask ban enforcement won’t rely on the determination of the courts alone. Political propaganda against masking is likely to influence how police criminalize masking, as arrest trends follow social trends more than laws.

Before COVID-19, mask bans were among the obscure laws rarely enforced by themselves, though police have long used face coverings, particularly ski masks, as a pretext to stop and search people. Elijah McClain was stopped by police in 2019 in large part for wearing a ski mask, or “looking suspicious,” and was killed while in custody. Yet Colorado has never had any kind of mask ban, giving police no justification for the stop.

Supreme Court decision Helen v. North Carolina (2014) allows police to be “reasonably mistaken” in their understanding of the laws they are hired to enforce. Police commonly arrest people for legal knives and other weapons due to poor training and bias. People may lose days, weeks, or months of income while in jail — and exposure to a deadly and disabling virus — before prosecutors or judges catch up to police mistakes.

It doesn’t help that anti-mask laws have always been ambiguously written, contributing to “reasonable” misunderstandings and decades of legal testing in the courts. New York’s proposed law would ban masking during “lawful or unlawful assembly or riot.” But “New York, unhelpfully, does not define a local assembly in law,” said Allie Bohm, Senior Policy Counsel at the American Civil Liberties Union of New York.

Bohm is concerned that D.C.’s new law — which outlaws masking while committing a crime or “threats to do bodily harm” — is “just giving police freedom to stop anyone in a mask,” even without justification. Similar laws exist in Arizona, California, Michigan, and many other states.

Bohm’s fears were confirmed by the D.C. law’s sponsor, Councilmember Brooke Pinto, who said the law was intended to give officers “a basis for a stop, for articulable suspicion.” D.C. police officers were sent a memo summarizing the new law without additional formal training, according to emails from the Metropolitan Police Department.

Bohm identified a fundamental legal problem with most mask bans: “We will always be in the position of law enforcement deciding whether the person in front of them is masking for a ‘legitimate’ reason.” Most anti-mask laws assume that police can properly judge “intent” and behavior despite studies showing that such judgment is colored by racial and other biases.

Dunn recalled one North Carolina legislator saying in a hearing, “Nobody is looking to go after ‘meemaw’ at the Walmart,” referring to an older woman. The statement explicitly identified the kinds of “selective enforcement” likely to happen around masking, Dunn said. She has coached the family of one North Carolina Black teenager, whose immune system is suppressed from leukemia treatments, on how to balance his health needs with staying safe during a police interaction — what she calls a “horrifying choice.”

What should people who wear masks do now? (Nadica suggests reading up on illegalism. sorry for interrupting.) Unfortunately, marginalized people might not be able to rely on all of the organizations that have historically fought for their rights. Both the National Association for the Advancement of Colored People in New York and the National Urban League support New York’s proposed anti-mask law.

People who wear masks should consider learning the finer details of the laws and precedents in their states and cities, given that police may not be well informed. Does your state require “intent to disguise” your identity for masking to be illegal, as in D.C.? Then you can cite the law and try to assure police that your intention is health-related.

Bohm advises people who wear masks in New York, if confronted by police, to state that they are worried about COVID-19 and ask if they can leave, as there is no current mask ban in effect. Dunn recommends North Carolinians invoke their desire to “prevent the spread of contagious disease,” citing the language of the new law’s very narrow medical exemption. Disclosing a medical condition might seem like a good strategy, but it’s worth keeping in mind police bias: half of people killed by police are disabled.

More broadly, activists need to build solidarity among all of the groups affected by mask bans, including disabled people, pro-Palestine protesters, religious minorities, people of color, and LGBTQ+ people. Some of the laws that ban disguises have been used against trans people.

Barbarin even thinks it would be smart to “hop on personal liberty” as a way to associate masking with American freedom, which she acknowledges is not “in vogue” on the left. The Klan has long been a plaintiff in lawsuits to end mask bans, and Proud Boys, a right-wing extremist group, often cover their faces.

In order to further broaden support against mask bans, the public needs to understand that COVID-19 is still a serious risk. Beyond that, the media needs to communicate that stopping legal bans — or adding medical exemptions — won’t be enough to protect people from police. It will take changing the political discourse around masking altogether.

[dreaminginthedeepsouth]

de Adder

* * * *

LETTERS FROM AN AMERICAN

November 8, 2024

Heather Cox Richardson

Nov 09, 2024

Social media has been flooded today with stories of Trump voters who are shocked to learn that tariffs will raise consumer prices as reporters are covering that information. Daniel Laguna of LevelUp warned that Trump’s proposed 60% tariff on Chinese imports could raise the costs of gaming consoles by 40%, so that a PS5 Pro gaming system would cost up to $1,000. One of the old justifications for tariffs was that they would bring factories home, but when the $3 billion shoe company Steve Madden announced yesterday it would reduce its imports from China by half to avoid Trump-promised tariffs, it said it will shift production not to the U.S., but to Cambodia, Vietnam, Mexico, and Brazil. 

There are also stories that voters who chose Trump to lower household expenses are unhappy to discover that their undocumented relatives are in danger of deportation. When CNN’s Dana Bash asked Indiana Republican senator-elect Jim Banks if undocumented immigrants who had been here for a long time and integrated into the community would be deported, Banks answered that deportation should include “every illegal in this country that we can find.” Yesterday a Trump-appointed federal judge struck down a policy established by the Biden administration that was designed to create an easier path to citizenship for about half a million undocumented immigrants who are married to U.S. citizens. 

Meanwhile, Trump’s advisors told Jim VandeHei and MIke Allen of Axios that Trump wasted valuable time at the beginning of his first term and that they will not make that mistake again. They plan to hit the ground running with tax cuts for the wealthy and corporations, deregulation, and increased gas and oil production. Trump is looking to fill the top ranks of the government with “billionaires, former CEOs, tech leaders and loyalists.” 

After the election, the wealth of Trump-backer Elon Musk jumped about $13 billion, making him worth $300 billion. Musk, who has been in frequent contact with Russian president Vladimir Putin, joined a phone call today between President-elect Trump and Ukraine president Volodymyr Zelensky. 

In Salon today, Amanda Marcotte noted that in states all across the country where voters backed Trump, they also voted for abortion rights, higher minimum wage, paid sick and family leave, and even to ban employers from forcing their employees to sit through right-wing or anti-union meetings. She points out that 12% of voters in Missouri voted both for abortion rights and for Trump.

Marcotte recalled that Catherine Rampell and Youyou Zhou of the Washington Post showed before the election that voters overwhelmingly preferred Harris’s policies to Trump’s if they didn’t know which candidate proposed them.  An Ipsos/Reuters poll from October showed that voters who were misinformed about immigration, crime, and the economy tended to vote Republican, while those who knew the facts preferred Democrats. Many Americans turn for information to social media or to friends and family who traffic in conspiracy theories. As Angelo Carusone of Media Matters put it: “We have a country that is pickled in right-wing misinformation and rage.” 

In The New Republic today, Michael Tomasky reinforced that voters chose Trump in 2024 not because of the economy or inflation, or anything else, but because of how they perceived those issues—which is not the same thing. Right-wing media “fed their audiences a diet of slanted and distorted information that made it possible for Trump to win,” Tomasky wrote. Right-wing media has overtaken legacy media to set the country’s political agenda not only because it’s bigger, but because it speaks with one voice, “and that voice says Democrats and liberals are treasonous elitists who hate you, and Republicans and conservatives love God and country and are your last line of defense against your son coming home from school your daughter.”

Tomasky noted how the work of Matthew Gertz of Media Matters shows that nearly all the crazy memes that became central campaign issues—the pet-eating story, for example, or the idea that the booming economy was terrible—came from right-wing media. In those circles, Vice President Kamala Harris was a stupid, crazed extremist who orchestrated a coup against President Joe Biden and doesn’t care about ordinary Americans, while Trump is under assault and has been for years, and he’s “doing it all for you.”

Investigative reporter Miranda Green outlined how “pink slime” newspapers, which are AI generated from right-wing sites, turned voters to Trump in key swing state counties. Republican strategist Sarah Longwell, who studies focus groups, told NPR, “When I ask voters in focus groups if they think Donald Trump is an authoritarian, the #1 response by far is, ‘What is an authoritarian?’” 

In a social media post, Marcotte wrote: “A lot of voters are profoundly ignorant. More so than in the past.” That jumped out to me because there was, indeed, an earlier period in our history when voters were “pickled in right-wing misinformation and rage.”

In the 1850s, white southern leaders made sure that voters did not have access to news that came from outside the American South, and instead steeped them in white supremacist information. They stopped the mail from carrying abolitionist pamphlets, destroyed presses of antislavery newspapers, and drove antislavery southerners out of their region.

Elite enslavers had reason to be concerned about the survival of their system of human enslavement. The land boom of the 1840s, when removal of Indigenous peoples had opened up rich new lands for settlement, had priced many white men out of the market. They had become economically unstable, roving around the country working for wages or stealing to survive. And they deeply resented the fabulously wealthy enslavers who they knew looked down on them. 

In 1857, North Carolinian Hinton Rowan Helper wrote a book attacking enslavement. No friend to his Black neighbors, Helper was a virulent white supremacist. But in The Impending Crisis of the South: How to Meet It, he used modern statistics to prove that slavery destroyed economic opportunity for white men, and assailed “the illbreeding and ruffianism of the slaveholding officials.” He noted that voters in the South who did not own slaves outnumbered by far those who did. "Give us fair play, secure to us the right of discussion, the freedom of speech, and we will settle the difficulty at the ballot-box,” he wrote.

In the North the book sold like hotcakes—142,000 copies by fall 1860. But southern leaders banned the book, and burned it, too. They arrested men for selling it and accused northerners of making war on the South. Politicians, newspaper editors, and ministers reinforced white supremacy, warned that the end of slavery would mean race war, and preached that enslavement was God’s law.

When northern voters elected Abraham Lincoln in November 1860 on a platform of containing enslavement in the South, where the sapped soil would soon cut into production, southern leaders decided—usually without the input of voters—to secede from the Union. As leaders promised either that there wouldn’t be a fight, or that if a fight happened it would be quick and painless, poor southern whites rallied to the cause of creating a nation based on white supremacy, reassured by South Carolina senator James Chesnut’s vow that he would personally drink all the blood shed in any threatened civil war. 

When Confederate forces fired on Fort Sumter in April 1861, poor white men set out for what they had come to believe was an imperative cause to protect their families and their way of life. By 1862 their enthusiasm had waned, and leaders passed a conscription law. That law permitted wealthy men to hire a substitute and exempted one man to oversee every 20 enslaved men, providing another way for rich men to keep their sons out of danger. Soldiers complained it was a “rich man’s war and a poor man’s fight.�� 

By 1865 the Civil War had killed or wounded 483,026 men out of a southern white population of about five and a half million people. U.S. armies had pushed families off their lands, and wartime inflation drove ordinary people to starvation. By 1865, wives wrote to their soldier husbands to come home or there would be no one left to come home to. 

Even those poor white men who survived the war could not rebuild into prosperity. The war took from the South its monopoly of global cotton production, locking poor southerners into profound poverty from which they would not begin to recover until the 1930s, when the New Deal began to pour federal money into the region.

Today, when I received a slew of messages gloating that Trump had won the election and that Republican voters had owned the libs, I could not help but think of that earlier era when ordinary white men sold generations of economic aspirations for white supremacy and bragging rights. 

LETTERS FROM AN AMERICAN

HEATHER COX RICHARDSON

[misfitwashere]

November 8, 2024

HEATHER COX RICHARDSON

NOV 9

Social media has been flooded today with stories of Trump voters who are shocked to learn that tariffs will raise consumer prices as reporters are covering that information. Daniel Laguna of LevelUp warned that Trump’s proposed 60% tariff on Chinese imports could raise the costs of gaming consoles by 40%, so that a PS5 Pro gaming system would cost up to $1,000. One of the old justifications for tariffs was that they would bring factories home, but when the $3 billion shoe company Steve Madden announced yesterday it would reduce its imports from China by half to avoid Trump-promised tariffs, it said it will shift production not to the U.S., but to Cambodia, Vietnam, Mexico, and Brazil. 

There are also stories that voters who chose Trump to lower household expenses are unhappy to discover that their undocumented relatives are in danger of deportation. When CNN’s Dana Bash asked Indiana Republican senator-elect Jim Banks if undocumented immigrants who had been here for a long time and integrated into the community would be deported, Banks answered that deportation should include “every illegal in this country that we can find.” Yesterday a Trump-appointed federal judge struck down a policy established by the Biden administration that was designed to create an easier path to citizenship for about half a million undocumented immigrants who are married to U.S. citizens. 

Meanwhile, Trump’s advisors told Jim VandeHei and MIke Allen of Axios that Trump wasted valuable time at the beginning of his first term and that they will not make that mistake again. They plan to hit the ground running with tax cuts for the wealthy and corporations, deregulation, and increased gas and oil production. Trump is looking to fill the top ranks of the government with “billionaires, former CEOs, tech leaders and loyalists.” 

After the election, the wealth of Trump-backer Elon Musk jumped about $13 billion, making him worth $300 billion. Musk, who has been in frequent contact with Russian president Vladimir Putin, joined a phone call today between President-elect Trump and Ukraine president Volodymyr Zelensky. 

In Salon today, Amanda Marcotte noted that in states all across the country where voters backed Trump, they also voted for abortion rights, higher minimum wage, paid sick and family leave, and even to ban employers from forcing their employees to sit through right-wing or anti-union meetings. She points out that 12% of voters in Missouri voted both for abortion rights and for Trump.

Marcotte recalled that Catherine Rampell and Youyou Zhou of the Washington Post showed before the election that voters overwhelmingly preferred Harris’s policies to Trump’s if they didn’t know which candidate proposed them.  An Ipsos/Reuters poll from October showed that voters who were misinformed about immigration, crime, and the economy tended to vote Republican, while those who knew the facts preferred Democrats. Many Americans turn for information to social media or to friends and family who traffic in conspiracy theories. As Angelo Carusone of Media Matters put it: “We have a country that is pickled in right-wing misinformation and rage.” 

In The New Republic today, Michael Tomasky reinforced that voters chose Trump in 2024 not because of the economy or inflation, or anything else, but because of how they perceived those issues—which is not the same thing. Right-wing media “fed their audiences a diet of slanted and distorted information that made it possible for Trump to win,” Tomasky wrote. Right-wing media has overtaken legacy media to set the country’s political agenda not only because it’s bigger, but because it speaks with one voice, “and that voice says Democrats and liberals are treasonous elitists who hate you, and Republicans and conservatives love God and country and are your last line of defense against your son coming home from school your daughter.”

Tomasky noted how the work of Matthew Gertz of Media Matters shows that nearly all the crazy memes that became central campaign issues—the pet-eating story, for example, or the idea that the booming economy was terrible—came from right-wing media. In those circles, Vice President Kamala Harris was a stupid, crazed extremist who orchestrated a coup against President Joe Biden and doesn’t care about ordinary Americans, while Trump is under assault and has been for years, and he’s “doing it all for you.”

Investigative reporter Miranda Green outlined how “pink slime” newspapers, which are AI generated from right-wing sites, turned voters to Trump in key swing state counties. Republican strategist Sarah Longwell, who studies focus groups, told NPR, “When I ask voters in focus groups if they think Donald Trump is an authoritarian, the #1 response by far is, ‘What is an authoritarian?’” 

In a social media post, Marcotte wrote: “A lot of voters are profoundly ignorant. More so than in the past.” That jumped out to me because there was, indeed, an earlier period in our history when voters were “pickled in right-wing misinformation and rage.”

In the 1850s, white southern leaders made sure that voters did not have access to news that came from outside the American South, and instead steeped them in white supremacist information. They stopped the mail from carrying abolitionist pamphlets, destroyed presses of antislavery newspapers, and drove antislavery southerners out of their region.

Elite enslavers had reason to be concerned about the survival of their system of human enslavement. The land boom of the 1840s, when removal of Indigenous peoples had opened up rich new lands for settlement, had priced many white men out of the market. They had become economically unstable, roving around the country working for wages or stealing to survive. And they deeply resented the fabulously wealthy enslavers who they knew looked down on them. 

In 1857, North Carolinian Hinton Rowan Helper wrote a book attacking enslavement. No friend to his Black neighbors, Helper was a virulent white supremacist. But in The Impending Crisis of the South: How to Meet It, he used modern statistics to prove that slavery destroyed economic opportunity for white men, and assailed “the illbreeding and ruffianism of the slaveholding officials.” He noted that voters in the South who did not own slaves outnumbered by far those who did. "Give us fair play, secure to us the right of discussion, the freedom of speech, and we will settle the difficulty at the ballot-box,” he wrote.

In the North the book sold like hotcakes—142,000 copies by fall 1860. But southern leaders banned the book, and burned it, too. They arrested men for selling it and accused northerners of making war on the South. Politicians, newspaper editors, and ministers reinforced white supremacy, warned that the end of slavery would mean race war, and preached that enslavement was God’s law.

When northern voters elected Abraham Lincoln in November 1860 on a platform of containing enslavement in the South, where the sapped soil would soon cut into production, southern leaders decided—usually without the input of voters—to secede from the Union. As leaders promised either that there wouldn’t be a fight, or that if a fight happened it would be quick and painless, poor southern whites rallied to the cause of creating a nation based on white supremacy, reassured by South Carolina senator James Chesnut’s vow that he would personally drink all the blood shed in any threatened civil war. 

When Confederate forces fired on Fort Sumter in April 1861, poor white men set out for what they had come to believe was an imperative cause to protect their families and their way of life. By 1862 their enthusiasm had waned, and leaders passed a conscription law. That law permitted wealthy men to hire a substitute and exempted one man to oversee every 20 enslaved men, providing another way for rich men to keep their sons out of danger. Soldiers complained it was a “rich man’s war and a poor man’s fight.” 

By 1865 the Civil War had killed or wounded 483,026 men out of a southern white population of about five and a half million people. U.S. armies had pushed families off their lands, and wartime inflation drove ordinary people to starvation. By 1865, wives wrote to their soldier husbands to come home or there would be no one left to come home to. 

Even those poor white men who survived the war could not rebuild into prosperity. The war took from the South its monopoly of global cotton production, locking poor southerners into profound poverty from which they would not begin to recover until the 1930s, when the New Deal began to pour federal money into the region.

Today, when I received a slew of messages gloating that Trump had won the election and that Republican voters had owned the libs, I could not help but think of that earlier era when ordinary white men sold generations of economic aspirations for white supremacy and bragging rights. 

—

Today, when I received a slew of messages gloating that Trump had won the election and that Republican voters had owned the libs, I could not help but think of that earlier era when ordinary white men sold generations of economic aspirations for white supremacy and bragging rights.

[jokeroutsubs]

Käärijä's Eurovision friend comes on tour to Finland - Some fans were bitterly disappointed

The Slovenian band Joker Out will perform in Finland this autumn. Some fans were disappointed, as tickets sold out in no time.

(Caption under the video: This is what Käärijä's concert was like at the Helsinki Ice Hall.)

Joker Out, who represented Slovenia in the Eurovision Song Contest with Carpe Diem, will be coming to Finland this autumn. The indie rock band, who sings in Slovenian and English, will perform in Helsinki, Tampere and Turku in September.

Tickets for the concerts went on sale on Friday morning. All three concerts sold out in no time.

Tickets for the Tampere and Helsinki shows were sold by Tiketti Oy. The great popularity was no surprise to the company.

- Already yesterday, when we published the information about the concerts, the attention we received on social media and the visits to our website indicated that the tickets would sell quickly, Mirva Merimaa, Tiketti's CEO, told to Iltalehti.

(Photo caption: This is how the singer of Joker Out performed at the Eurovision Song Contest in Liverpool. EBU)

In Helsinki, the band will perform at Tavastia and in Tampere, the venue will be Olympia-kortteli. According to Merimaa, both gigs are small club gigs for less than 1000 people.

Merimaa cannot yet say whether additional tickets or concerts will be on sale. However, she estimates that the popularity of Eurovision artists has risen in recent years.

- The Eurovision Song Contest has increased the popularity of the artists and made them better known to the public. The Eurovision Song Contest has become a boom across Europe," says Merimaa.

Some fans who missed out were hugely disappointed. Bitter comments appeared on the band's Instagram account.

(Photo caption: Joker Out represented Slovenia at this year's Eurovision Song Contest. EBU)

View this post on Instagram

A post shared by Joker Out (@joker_out_official)

(Instagram content)

- It was impossible to get a ticket for the Helsinki show. Please add more gigs, one fan hoped in a comment thread.

- I wanted to buy a ticket for Tampere, but the tickets were already sold out. Could you please increase the number of concerts or move to a bigger arena, a social media follower asked on Instagram.

One possible reason for the band's popularity could be Käärijä aka Jere Pöyhönen. He became friends with Joker Out singer Bojan Cvjetićanin during the Eurovision Song Contest. The duo have kept in close contact even after the contest. Bojan recently performed at Käärijä's gig at Tavastia in Helsinki.

(Photo caption: Käärijä has shared several videos and photos with Bojan on social media. Henri Kärkkäinen)

In an interview with Iltalehti in May, Käärijä recalled how the duo became friends.

- At first we communicated with just facial expressions and gestures. We didn't talk much. Whenever we saw each other, we started laughing and our first conversation started with him laughing and me laughing, it didn't become a conversation at all.

- He's a fantastic guy. He's sympathetic and he takes everyone into consideration. He has a heart in the right place," Käärijä described his friend to Iltalehti.

Joker Out was founded in 2016. They have released two full albums. The band finished 21st in this spring’s Eurovision final. Finland gave Slovenia 7 points in the telephone vote in the final.

Translation by jokeroutsubs (@niini5 and @aishirii ) DO NOT REPOST!

[repguardians]

Unlocking Marketing Success: The Importance of Online Reputation Management

In today's digital era, where consumers have instant access to information and can voice their opinions widely, online reputation management (ORM) has become a critical aspect of any marketing strategy. ORM involves monitoring, influencing, and controlling your business's reputation on the internet. It’s about making sure that people see your brand in the best possible light, which can directly impact your marketing success. Here’s why ORM is essential and how it can unlock marketing success for your business.

The Digital Landscape and Consumer Behavior

With the advent of the internet, the power dynamics between businesses and consumers have shifted. Consumers now have the ability to research products, compare services, and read reviews before making purchasing decisions. According to a study by BrightLocal, 87% of consumers read online reviews for local businesses, with 72% saying that positive reviews make them trust a business more. This shift in consumer behavior underscores the importance of managing your online reputation.

Building Trust and Credibility

Trust is the cornerstone of any successful business relationship. A positive online reputation helps build this trust. When potential customers see positive reviews, testimonials, and high ratings, they are more likely to trust your brand. On the other hand, negative reviews and unresolved complaints can erode trust and drive potential customers away.

By actively managing your online reputation, you can ensure that positive feedback is highlighted and negative feedback is addressed promptly and professionally. This not only builds credibility but also shows that you care about your customers' experiences and are committed to continuous improvement.

Enhancing Brand Image

Your brand image is how your business is perceived by the public. A strong, positive brand image can set you apart from competitors and attract more customers. ORM plays a vital role in shaping and maintaining this image. By consistently promoting positive content about your business and engaging with your audience, you can create a favorable perception that aligns with your brand values and mission.

Effective ORM involves monitoring what is being said about your brand online and responding appropriately. This includes managing social media profiles, engaging with customer reviews, and publishing high-quality content that reflects your brand's strengths and values.

Crisis Management

No business is immune to crises, whether it's a product recall, negative press, or a social media mishap. How you handle these crises can significantly impact your reputation. Effective ORM prepares you to respond quickly and effectively to any negative situation, minimizing potential damage to your brand.

Having a crisis management plan in place as part of your ORM strategy can help you navigate through challenging times. This plan should include clear protocols for addressing negative feedback, communicating with stakeholders, and rectifying the situation. Transparency and swift action are key to maintaining trust during a crisis.

Increasing Customer Engagement

Engaging with your customers online is crucial for building strong relationships and fostering loyalty. ORM encourages proactive engagement, where you actively participate in conversations about your brand, respond to reviews, and address customer concerns. This engagement not only improves customer satisfaction but also provides valuable insights into your customers' needs and preferences.

By showing that you listen and respond to your customers, you can build a community of loyal supporters who are more likely to advocate for your brand. Positive interactions can lead to word-of-mouth marketing, which is one of the most effective forms of promotion.

Improving SEO and Visibility

A positive online reputation can also boost your search engine optimization (SEO) efforts. Search engines like Google take into account the quality and quantity of online reviews, ratings, and other user-generated content when ranking websites. By maintaining a positive online reputation, you can improve your search engine rankings, making it easier for potential customers to find you.

Moreover, positive reviews and high ratings can increase your visibility on review platforms and social media, driving more traffic to your website. This increased visibility can translate into higher conversion rates and, ultimately, greater revenue.

In conclusion, online reputation management is not just an optional component of your marketing strategy—it is essential. By actively managing your online reputation, you can build trust and credibility, enhance your brand image, effectively handle crises, increase customer engagement, and improve your SEO and visibility. All these factors contribute to unlocking marketing success and ensuring long-term growth for your business.

Investing time and resources into ORM can yield significant returns, helping you attract and retain customers, build a strong brand, and stay ahead of the competition. In the digital age, where your reputation can make or break your business, effective ORM is the key to unlocking marketing success.

[communicationspot]

The Impact of Convergence in Daily Media Habits

I have noticed an increasing dependence on media convergence in my personal media consumption in recent years. The convenience of having all media available at my fingertips is incredible, and as humans we are so susceptible to finding the path of least resistance and taking the easy route. However, between the threat of losing locally produced media content and the echo chamber effect of receiving news from the same source, it is never more important to consider the importance of applying critical thought in personal media use.

The world has undergone lightening-fast transformations in the growth of technology during the ever progressing digital age. Traditional broadcasting faces challenges to survive in the modern world. It is critical that traditional sources adapt to maintain diverse media content in an online age. For a Canadian example, I recall watching many hours of broadcasting from the Canadian Broadcasting Company (CBC) when I was a child. At that point in my life, my media consumption was almost exclusively Canadian; watching episodes of shows on CBC such as “The Littlest Hobo” and “This Hour Has 22 Minutes” provided almost exclusive regulated Canadian content and allowed me to view the world through more of a local lens. Nowadays, my media content is from a vast amount of sources, as shown on my log. While this does have the benefit of providing a broader world perspective, the vast majority of these are not local, or even Canadian, sources.

Another concern with media convergence is the issue of an echo chamber effect, where the content the audience is exposed to is catered to their previous consumed information. This plays a significant influence on the spread of information, particularly through social media. Even with deliberate choices for diverse sources, this can cause bias in information gathering and education online. Therefore, it is always important to apply critical thought and consider the sources of the media which we consume.

[learnconnected]

Ace Excellence: Tips To Increase Concentration For Students

As a student, maintaining focus and increasing concentration in studies is essential to achieving academic success. Unfortunately, distractions can easily get in the way, making it challenging to focus on studies. If you struggle with concentration, don’t worry; you’re not alone. In this blog post, we’ll explore some techniques to increase your concentration in studies and achieve better results.

What is concentration/focus?

Concentration is the ability to focus your attention on a particular task or object for an extended period. It is a cognitive process that requires attention and control of your thoughts, feelings, and behaviour. It is a crucial aspect of learning and helps you retain information better, understand concepts more clearly, and solve problems more effectively.

Concentration tips for studying:

Take breaks: Studying for long hours can be exhausting, making it difficult to maintain concentration. Taking regular breaks can help you stay alert and focused for longer. Try studying for 25-30 minutes and taking a 5-10 minute break. Use this time to stretch, move around, or take a quick nap.

Eliminate distractions: Distractions can easily disrupt your concentration. Turn off your phone, shut down your email, and avoid social media while studying. Find a quiet place to study, free from noise and other distractions.

Practice mindfulness: Mindfulness is a technique that involves paying attention to the present moment without judgement. It can help you improve concentration by training your brain to focus on the task at hand. Try practicing mindfulness for a few minutes every day, focusing on your breath or a specific object.

Use active recall: Active recall is a technique that involves retrieving information from memory, which can help improve retention and concentration. Instead of rereading notes or textbooks, try quizzing yourself or explaining the material to someone else.

Listen to music: Listening to music can help improve concentration by blocking out distractions and reducing stress. Choose music that is instrumental and has a slow tempo to create a calming environment.

Exercise: Exercise can help improve concentration by increasing blood flow to the brain and reducing stress. Try incorporating regular exercise into your routine, such as going for a walk or jog, doing yoga, or hitting the gym.

Get enough sleep: Sleep is essential for cognitive function, and getting enough rest can help improve concentration. Aim for 7-8 hours of sleep each night and establish a regular sleep schedule to promote better sleep.

Stay hydrated: Dehydration can lead to fatigue and decreased cognitive function, making it challenging to maintain concentration. Drink plenty of water throughout the day to stay hydrated and alert.

Practice good nutrition: A healthy diet can help improve cognitive function and concentration. Incorporate nutrient-dense foods like fruits, vegetables, whole grains, and lean proteins into your diet.

Time when your brain is most active:

The time of day when your brain is most active can also affect your concentration. For most people, the brain is most active in the morning, making it an ideal time to study. However, everyone’s body clock is different, and some people may function better in the afternoon or evening. It’s essential to identify the time of day when you’re most alert and plan your study schedule accordingly.

Conclusion

In conclusion, maintaining concentration is essential for academic success. By implementing the techniques mentioned above, you can increase concentration in studies and achieve better results. Remember to take regular breaks, eliminate distractions, practice mindfulness, use active recall, and listen to music. Additionally, identify the time of day when your brain is most active and plan your study schedule accordingly. With these tips, you’ll be able to increase your concentration in studies and reach your academic goals.

[madhukumarc]

Brand Awareness vs Brand Identity

Brand awareness and brand identity are two crucial aspects of building a successful brand.

While they are related, they serve different purposes and contribute to different aspects of a brand's growth and success.

Let's dig deeper to provide you with more information.

Brand Awareness vs Brand Identity:

1. Brand Awareness:

Let's start with brand awareness.

Brand awareness refers to the extent to which consumers are familiar with a brand.

It is all about getting your brand name out there and making sure that your target audience knows who you are.

It's like being the popular student in school - everyone knows your name and what you stand for.

Brand awareness is important because it lays the foundation for brand recognition and recall.

When consumers are aware of your brand, they are more likely to recognize it when they see it, whether it's on a billboard, a social media post, or a product packaging.

This familiarity can lead to increased trust and credibility, as people tend to gravitate towards brands they are familiar with.

There are various strategies that businesses can use to build brand awareness.

One common approach is through advertising and marketing campaigns.

This can include traditional methods like TV commercials, print ads, and radio spots, as well as digital marketing techniques such as social media advertising, influencer partnerships, and content marketing.

“The power of word-of-mouth marketing cannot be underestimated in building brand awareness” – Semrush

2. Brand Identity:

On the other hand, brand identity is about the values, personality, and unique characteristics that define a brand.

It's like the DNA of your brand - it sets you apart from your competitors and shapes how people perceive you.

Brand identity encompasses elements like your brand's logo, color palette, typography, tone of voice, and messaging.

It's about creating a consistent and cohesive visual and verbal identity that resonates with your target audience.

A strong brand identity helps consumers connect with your brand on an emotional level and build a relationship with it.

Developing a strong brand identity involves understanding your target audience and what they value, as well as aligning your brand's values with theirs.

It also requires consistency across all touchpoints - from your website to your packaging to your customer service interactions.

“A potent brand identity acts as a lighthouse, steering consumers toward confident choices” – Level343

3. While brand awareness is about getting noticed, brand identity is about leaving a lasting impression. It's about creating a strong brand image that people can relate to and trust.

Both brand awareness and brand identity are important for the success of a business.

Brand awareness helps you get noticed in a crowded marketplace, while brand identity helps you differentiate yourself from competitors and build loyalty among consumers.

“Jeff Bezos, the founder of Amazon, has described a company’s branding as “what other people say about you when you’re not in the room.” In other words, your brand is people's feelings and emotions when hearing your company name” – HubSpot

Brand Awareness vs Brand Identity - Tabular Comparison:

Here's a tabular comparison of the most important aspects of brand awareness and brand identity:

Image Content Source - Generated through ChatGPT

In conclusion, while brand awareness focuses on getting your brand known, brand identity focuses on creating a unique identity that resonates with your target audience.

Both are crucial components of building a successful brand, and businesses should invest in strategies that help them achieve both.

So go ahead, and put effort into building your brand's awareness and identity - it will pay off in the long run!

Here's related information that you may also find helpful - Why do companies brand their products?

[imarketer4udma-blog]

9 MARKETING CHALLENGES AND HOW TO OVERCOME THEM

Marketing can be complicated. Whether you’re just starting out or have been in the game for years, the reality is that marketing strategies come and go and continually change. In a time when businesses are trying to utilize every single channel available to acquire new customers — from social media to paid ads to content marketing — it can be hard to know how to fit it all into your daily work and still maintain a quality level of service for your current customers. Big marketing challenges are what all businesses face at one point or another. But with the right tools and strategies, you can turn a problem into an opportunity. In this article, we’ll cover some of the top marketing challenges business owners face today and how you can successfully overcome them.

LEAD GENERATION

According to a survey by Inbound, the main challenge for modern marketers is generating traffic and leads. The increasing competition exacerbates this situation even more. It’s worth considering the huge variety of platforms for promoting goods and services, which can make it really difficult to choose the right direction and concentrate efforts on it.

What should you do?

Create high-quality and in-demand content for your target audience. Surveys show that more than 40% of consumers crave video content, while only 20% prefer to read blogs. Do all marketers know what kind of content their customers want? Do they create truly engaging content? If you’re able to create content that sparks user interest, it’s important to promote it effectively so that users notice it. Nowadays, due to the abundance of content on the internet, it’s not easy to compete for consumers’ attention, but if you keep up with trends and experiment with formats, you’ll succeed as a marketer.

ACHIEVING ROMI

Marketing ROI or return-on-marketing-investment (ROMI) is a sub-metric of ROI that measures the efficiency of a marketing campaign for the purpose of assisting better decision-making for future investments.

The issue of the cost-effectiveness of marketing and promotional expenses has become increasingly important in recent years, as evidenced by survey data. Tracking and ensuring ROMI can be an even more challenging task if there is a lack of in-depth analysis of the effectiveness of each channel and each marketing activity, as well as a lack of information sharing between different departments within a company.

After all, achieving ROMI largely depends on directing resources towards the most conversion-focused channels, which is impossible without analyzing data and metrics.

What should be done?

Firstly, it is important to improve the interaction between the marketing and sales departments. Implementing software such as CRM systems to increase sales and analyze data can help identify weaknesses and strengths in business processes and find areas for growth. Tracking traffic sources and lead conversions into sales provides a clear understanding of whether your marketing is working or not, and whether budgets are being spent correctly.

According to surveys of marketers, the most effective strategy is inbound marketing in combination with SLA (Service Level Agreement) (the company’s approach to organizing IT processes).

Recall that inbound marketing includes SEO, social media branding, blogging and various internet platforms, podcasts, videos, and other types of content marketing. The inbound marketing strategy is based on the need to generate interest among consumers.

BUDGET SIZE

Another challenge is justifying the expense on marketing promotion, which marketers are forced to defend. This is especially relevant for small companies.

How to solve it?

Measure ROMI. Analyze the effectiveness of advertising channels. The key to ensuring sufficient expenditure on promotion is measuring ROMI. Marketers surveyed cite measuring ROMI as the key to ensuring sufficient expenditure on promotion. On average, specialists who work with measuring the effectiveness of marketing investments have a budget that is 180% higher.

IM4U Marketing Agency was approached by a client who, with a fairly large marketing budget, had almost no results. We began by reviewing the client’s business goals and current marketing budget. Then we identified areas where the client could optimize their budget by reallocating funds or using more cost-effective marketing channels. Finally, IM4U Marketing Agency created a customized plan that maximized the client’s budget to achieve their desired outcomes while minimizing costs. We were continuously monitoring the campaign’s performance and adjusted the plan as needed to ensure the client gets the most out of their marketing budget.

INCREASING WEBSITE EFFECTIVENESS

Another problem is creating a truly effective website that not only attracts visitors, but also converts them into customers and achieves financial goals. The problems that marketers solve in this process can be quite diverse, such as how to create and optimize content or how to develop an emotionally engaging design.

What is the solution?

It is important to optimize the site’s loading speed and ensure its adaptability to mobile platforms. If your problems are due to a lack of necessary specialists and finances, know that there are many marketers like you. This problem is particularly common in small firms. Hire a freelancer or consult a small, responsible agency. Marketing channel integration platforms can also help simplify a range of website improvement tasks.

CHOOSING TECHNOLOGICAL SOLUTIONS

Reviews, case studies, and reports can help marketers choose suitable software and platforms to implement their daily tasks. However, these reviews are often conflicting, which can make the choice more difficult.

What can be done?

Seek advice from friends, colleagues, and professionals, and closely examine all video reviews and case studies on working with various tools. The trial period for many services allows for a deeper understanding of the product and how it can solve your specific problems – do not overlook this opportunity.

Marketing automation using online platforms is designed to simplify your work. The survey showed that about 40% of marketers are already using more than 2 services and will continue to do so in the future.

THE PROBLEM OF CONTENT TARGETING

A crucial aspect of marketing is precise targeting. Marketers know that by relying on detailed buyer personas, they can conduct successful advertising campaigns with high conversion rates. Study your target audience as well to achieve success in your marketing campaigns.

More information in our article “How to improve your PPC Ads – 8 advice you didn’t know”.

THE DEVELOPMENT OF AI

Certainly, the development of AI represents a significant challenge for marketers today. On the one hand, AI tools, such as ChatGPT, Midjourney, Jasper can offer great benefits, such as increased efficiency, more accurate data analysis, and faster decision-making. On the other hand, integrating AI into existing marketing processes and workflows can be a complex task that requires significant planning and preparation.

How to overcome?

To overcome this challenge, marketers need to invest in training and education to ensure that they have the skills and knowledge necessary to use AI effectively. Additionally, marketers need to work closely with IT and data teams to develop new systems and processes that can integrate AI tools into existing workflows. Finally, marketers need to be mindful of the ethical implications of using AI in their work and ensure that they are using these tools in ways that are transparent, ethical, and respectful of customer privacy. With the right approach, however, AI can be a powerful tool that helps marketers to achieve their goals more efficiently and effectively.

RECRUITING TALENTED SPECIALISTS

Demand for technically advanced and creative marketers in the job market today exceeds supply like never before. Talented specialists are needed by everyone, and searching for the right fit for your company can take months, while the work needs to be done now.

How to solve?

Create attractive conditions, taking into account that maintaining a balance between professional and personal lives is important for 69% of job seekers, while 41% are focused on career progress.

Also, growing specialists within your own company can help you solve this problem. Training and mentoring by experienced professionals can promote the development of diverse skills in key employees, to apply them in your work. This takes time and resources, so choose and train the most capable and eager ones.

FALSE PROMISES NEGATIVELY AFFECT BRAND ATTRACTIVENESS

Companies like Allstate Insurance and Avis Car Rental have set themselves on the path to inevitable failure by using enticing slogans and appeals. Meanwhile, their services never lived up to their grand promises. While Allstate promises “You’re in good hands with Allstate”, their customers are far from convinced. On the ConsumerAffairs website (which publishes consumer ratings for various companies), this insurance company has a rating of 3.7 out of 5. Avis’ slogan “We try harder” is also far from the truth, with a rating of 3.2 out of 5.

How to solve?

Perhaps a clever slogan can serve as a means of attracting new customers to your store or website, but it’s important to remember that customers need concrete actions, not pretty words. If a visitor can’t find what you promised them, all your efforts will go to waste. So let’s only make promises that we can keep in order to effectively manage consumer expectations and loyalty.

CONCLUSION

In conclusion, marketing is a constantly evolving field, and the challenges faced by marketers are diverse and complex. However, with the right strategies and techniques, these challenges can be overcome. Brands need to focus on building a strong online presence, creating meaningful and authentic connections with customers, leveraging data and technology to gain insights and drive decision-making, and nurturing talent within their organization. By keeping up with industry trends and being adaptable, marketers can succeed in navigating the ever-changing marketing landscape and achieving their business goals.

LET IM4U DIGITAL MARKETING AGENCY HELP YOUR BUSINESS TO BUILD SUCCESSFUL MARKETING STRATEGY

Unlock Your Business’s Digital Potential with IM4U Marketing Agency! Our agency is ready to help you. For more information, book a consultation, and we’ll help you build a successful marketing strategy.

[ierixinfo]

How Traditional Marketing Strategies Are Changing in the Digital Age?

Description -

The digital age has ushered in a new era of marketing, transforming the way businesses engage with their target audience. Traditional marketing strategies that once relied heavily on print, television, radio, and outdoor advertising are undergoing significant changes to adapt to the digital landscape. 

In this article, we will explore how traditional marketing strategies are evolving in the digital age.

1. Shift Towards Digital Platforms: With the increasing prevalence of the internet and smartphones, businesses are shifting their marketing efforts towards digital platforms. Digital marketing strategy encompasses a wide range of strategies such as social media marketing, search engine optimization (SEO), content marketing, email marketing, and influencer marketing. These strategies allow businesses to reach a wider audience, engage in two-way communication, and measure the effectiveness of their campaigns in real time.

2. Targeted Marketing: In the digital age, businesses have access to vast amounts of data about their target audience. This enables them to employ targeted marketing strategies that focus on reaching specific demographics or individuals with personalized messages. Through tools like Google Ads, Facebook Ads, and programmatic advertising, businesses can target their ads based on factors such as age, gender, location, interests, and online behavior. This level of specificity enables more successful and efficient marketing strategies.

3. Interactive and Engaging Content: Digital marketing strategy encourages businesses to create interactive and engaging content to capture and retain the attention of their audience. Static advertisements are being replaced by interactive experiences such as quizzes, polls, videos, and games. This type of content encourages active participation, promotes brand interaction, and increases brand recall. Additionally, user-generated content (UGC) is gaining prominence as customers play an active role in creating content and sharing their experiences with a brand.

4. Embracing Influencer Marketing: Influencer marketing has become a powerful tool for businesses in the digital age. Instead of relying solely on traditional celebrity endorsements, businesses are partnering with social media influencers who have a dedicated following in specific niches. Their recommendations are more impactful and authentic since these influencers have gained the audience's confidence and reputation. By leveraging influencers, businesses can tap into their engaged communities and amplify their brand message.

5. Data-driven Decision Making: Digital marketing strategy provides businesses with a wealth of data and analytics to measure the effectiveness of their marketing campaigns. Marketers can track key metrics such as website traffic, conversion rates, click-through rates, engagement levels, and customer behavior. This data-driven approach enables businesses to make informed decisions, optimize their marketing strategies in real time, and allocate resources effectively to achieve better results.

6. Integration of Offline and Online Marketing: While digital marketing has gained prominence, there is still a place for offline marketing strategies in the digital age. Businesses are recognizing the importance of integrating their offline and online marketing efforts to create a cohesive brand experience. For example, offline events and experiential marketing can be promoted and amplified through digital channels, generating buzz and engagement both online and offline.

In conclusion, 

the digital age has brought about significant changes in traditional marketing strategies. Businesses are embracing digital platforms, adopting targeted marketing approaches, creating interactive content, leveraging influencer marketing, relying on data-driven decision-making, and integrating offline and online marketing efforts. Adapting to these changes is essential for businesses to effectively engage with their target audience and stay competitive in the digital landscape.

[mdsaffia]

The Role of Content Marketing in a Successful Digital Strategy

Content marketing has emerged as the cornerstone of successful digital strategies. It’s not just about creating blogs, videos, or social media posts; it’s about crafting meaningful, valuable, and relevant content that resonates with your audience. In a world where competition for attention is fiercer than ever, content marketing plays a vital role in helping businesses connect with customers, build trust, and achieve long-term success.

1. Content Builds Trust and Authority

In today’s digital landscape, trust is a critical factor in winning and retaining customers. High-quality content allows businesses to position themselves as industry leaders.

How It Works:

Informative blog posts and whitepapers showcase your expertise.

Thought leadership articles demonstrate your knowledge and insight.

Testimonials, case studies, and user-generated content build credibility.

When customers view your brand as a trusted source, they are more likely to engage, purchase, and advocate for your business.

2. Driving Organic Traffic with SEO

Content marketing and SEO go hand in hand. Well-optimized content is essential for improving search engine rankings and driving organic traffic to your website.

Key Elements:

Keyword Research: Identifying terms your audience is searching for.

Quality Content: Creating in-depth, valuable articles that address user intent.

Link Building: Encouraging other websites to link to your content, boosting domain authority.

Regular Updates: Keeping content fresh to maintain rankings.

SEO-focused content not only attracts new visitors but also ensures they find the information they’re looking for.

3. Content Generates Leads and Conversions

Effective content marketing is a powerful tool for lead generation and conversion. By addressing pain points and offering solutions, your content guides potential customers through the buyer’s journey.

Examples of Lead-Generating Content:

Gated assets like ebooks or webinars.

Tutorials and how-to videos that educate and engage.

Clear calls-to-action (CTAs) within blogs and landing pages.

When done right, content marketing helps nurture leads and convert them into loyal customers.

4. Storytelling for Emotional Connection

Facts tell, but stories sell. Storytelling is a key component of content marketing that creates an emotional connection between your brand and your audience.

Why It Matters:

Stories humanize your brand, making it relatable.

Emotional content is more memorable, increasing brand recall.

Stories inspire action, encouraging users to share and engage.

Whether it’s sharing your brand’s journey or highlighting customer success stories, storytelling adds depth to your digital strategy.

5. Supporting Omnichannel Marketing

Content marketing doesn’t exist in isolation; it amplifies every aspect of your digital strategy. High-quality content can be repurposed across various channels, ensuring consistent messaging and maximizing reach.

How It Integrates:

Blog posts can fuel email campaigns and social media updates.

Infographics can simplify complex data for presentations or social sharing.

Videos can be used on websites, YouTube, and advertising campaigns.

This omnichannel approach strengthens your overall marketing efforts, ensuring your audience sees your message wherever they interact with your brand.

6. Measuring Content Marketing Success

One of the biggest advantages of content marketing is its measurability. Tools like Google Analytics, HubSpot, and SEMrush allow businesses to track performance and refine strategies.

Key Metrics to Monitor:

Website traffic and session duration.

Engagement metrics such as likes, shares, and comments.

Conversion rates from gated content or CTAs.

SEO rankings and organic reach.

These insights enable businesses to fine-tune their content marketing efforts for optimal results.

Conclusion

Content marketing is the heart of a successful digital strategy. It builds trust, improves visibility, generates leads, and fosters emotional connections with your audience. By integrating content into your marketing efforts and consistently delivering value, your business can achieve sustainable growth and stand out in a crowded digital landscape.

In 2024, content marketing isn’t just an option—it’s a necessity. Start creating meaningful content today to unlock your brand’s true potential.

4o

[saeedmohammedsblog]

Benefits of Hiring a Professional Social Media Marketing Company for Your Business

In today’s digitally-driven world, social media has evolved from a simple networking tool to a powerful marketing platform that can enhance business reach, increase brand visibility, and drive sales. For businesses in Oman, capitalizing on this shift by working with a skilled social media marketing company can provide a competitive edge in the market. With the right expertise and resources, these companies can develop tailored strategies that align with specific business objectives, ensuring that your brand resonates with the target audience. This article will explore the key benefits of hiring a professional social media marketing company in Oman, shedding light on how this investment can contribute to sustained business growth.

1. Enhanced Brand Awareness

One of the most immediate benefits of hiring a social media marketing company in Oman is the increase in brand awareness. Social media marketing specialists understand how to use various platforms—such as Instagram, Facebook, LinkedIn, and Twitter—to showcase your brand, its values, and its offerings in ways that attract attention and engage users. By curating content that aligns with local cultural nuances and trends, they can create impactful campaigns that resonate with audiences in Oman and beyond. Through strategic planning, they ensure your brand maintains a consistent voice and image across platforms, which strengthens brand recall and recognition over time.

2. Targeted Audience Engagement

Understanding the local market is critical for a successful social media strategy, especially in a diverse and dynamic environment like Oman. Social media marketing experts are skilled at identifying your target audience based on location, demographics, interests, and online behaviours. By working with a specialized social media marketing company in Oman, you benefit from their expertise in creating and promoting content that appeals to your ideal audience. These professionals can design campaigns that speak directly to Omani consumers, ensuring your content not only reaches but also engages the right people. Tailored ads, culturally relevant content, and a focus on trending topics all contribute to increased engagement rates, fostering a loyal community around your brand.

3. Cost-Effective Marketing Solutions

For many small and medium-sized businesses, marketing budgets can be tight. Working with a professional social media marketing company in Oman is a cost-effective solution for maximizing marketing efforts without breaking the bank. Unlike traditional advertising channels, social media allows you to reach a large audience with relatively low expenditure. Social media companies have the skills to optimize ad placements, content types, and budgets to deliver the highest possible return on investment. They continuously monitor and adjust campaigns to ensure you’re only paying for ads that bring in results, making every dollar count.

4. Data-Driven Decision Making

One of the standout advantages of social media marketing is the vast amount of data it provides. Social media marketing companies use advanced tools and analytics to track the performance of every post, campaign, and interaction. From engagement rates and reach to conversions and click-through rates, every data point provides insights into what’s working and what needs adjustment. A professional social media marketing company in Oman leverages this data to make informed decisions and optimize strategies in real time. Data-driven decision-making eliminates guesswork, ensuring that your business’s marketing efforts remain efficient, adaptive, and result-oriented.

5. Improved Customer Service and Relationship Building

Social media has become a key customer service platform, where businesses and customers can interact directly and immediately. However, responding to every message, comment, and inquiry can be overwhelming, especially for growing businesses. A professional social media marketing company can manage this communication effectively, responding promptly and professionally on your behalf. They’re trained to handle customer queries, address concerns, and manage feedback, creating a positive brand image and building trust among your audience. With a dedicated team managing your social media interactions, you can focus on other aspects of your business while ensuring customer satisfaction and loyalty.

6. Creative and High-Quality Content Creation

Social media users are bombarded with content every day, making it challenging to stand out. A professional social media marketing company in Oman can help your business break through the noise by creating visually appealing, high-quality content that captivates your audience. From graphics and videos to storytelling and infographics, they employ a variety of content types that are tailored to different social platforms. These experts understand what works best on each platform and how to make content engaging and shareable. High-quality, creative content not only attracts new followers but also encourages them to interact with and share your brand’s message, amplifying your reach organically.

7. Keeping Up with Trends and Algorithm Changes

Social media platforms are in a state of continuous change, frequently introducing new trends, features, and updates to their algorithms. Staying up-to-date with these changes can be time-consuming and requires a deep understanding of the social media landscape. A specialized social media marketing company in Oman is well-versed in these trends and knows how to adapt strategies to align with the latest developments. This flexibility ensures your campaigns remain relevant and effective, whether it’s leveraging a new content format or optimizing posts for algorithm changes. Staying ahead of the curve gives your brand a competitive advantage and helps you maintain a strong presence on social media.

8. Focus on Core Business Activities

Social media marketing requires time, consistency, and a strategic approach. Managing a business’s social media presence can easily become a full-time job, detracting from other core business activities. By outsourcing to a social media marketing company in Oman, you free up valuable time and resources to focus on what you do best—running your business. Meanwhile, you can have peace of mind knowing that your social media marketing is in the hands of experts who are dedicated to achieving the best results.

9. Comprehensive Campaign Management and Monitoring

Running successful social media campaigns involves multiple steps, including planning, execution, monitoring, and reporting. Social media marketing companies have teams of specialists dedicated to each phase of the process. They design strategies based on your business objectives, implement them with precision, and monitor the results to ensure campaigns are on track. This comprehensive approach allows them to identify any issues early and make real-time adjustments to optimize performance. They also provide detailed reports, so you can see exactly how your campaigns are performing and the value they bring to your business.

10. Scalability and Long-Term Growth

As your business grows, your social media needs will evolve, requiring more sophisticated strategies and resources. A social media marketing company offers scalability, allowing you to adjust your marketing efforts according to your business’s current needs. Whether you’re launching a new product, expanding into new markets, or focusing on building brand loyalty, these professionals can tailor their approach to support your long-term growth objectives. Their strategic insight and flexible services make them a valuable partner in helping you achieve sustained success on social media.

Conclusion

In Oman’s competitive business landscape, a strong social media presence is essential for connecting with modern consumers and staying ahead of competitors. Hiring a professional social media marketing company in Oman offers businesses a wide range of benefits, from enhanced brand awareness and audience engagement to cost-effective marketing and data-driven strategies. With their expertise, businesses can create impactful campaigns that drive results and build lasting relationships with their audience. By partnering with a dedicated social media marketing company, you not only maximize your online presence but also lay a strong foundation for long-term success and growth.

[pawsandtails3005]

Building a Personal Brand Online with Strategies for Entrepreneurs and Freelancers

Building a personal brand online has never been easier. Anyone with access to the internet, social media and other online platforms  can build an audience and a business . With the right amount of audience your business can improve more and more day by day.

How to build a profitable personal brand 

Concentrate in your brand foundation

Find the right targeted audience

Make an irresistible offer

Optimize your website

Always create content strategy 

Grow your community

These are some reason every entrepreneur should build a personal brand 

First thing When you learn how to build a personal brand is that you learn how to market your business. The way of marketing your business is that it has to be  appealing to your target audience .Next step is to   establish a personal connection with  followers ,customers, audience and partners.

Connection with these people is important  because people are generally more interested in following other people than they are in following  companies and brands. So if you own a personal brand or a business building followers is a more efficient way to make your business successful.  

For example, Elon musk  has more followers than 3 of his companies combined (Tesla, SpaceX, and SolarCity).  That's also the same  for countless other highly successful businesses and the owners . They all started a personal brand so that their business will grow more and more .

Developing an identity for oneself or one's business is known as personal branding. You are essentially branding your company. Although many people perceive marketing to be branding, it is not the same.

Although they are very different, marketing is one of the strategies used to present and reaffirm your brand to the public. While marketing refers to the strategies and resources utilized to maintain engagement with your target audience, branding is what you do to establish a connection with them.

Although most people think of a logo and colors when they hear the phrase branding, building a brand involves much more. It all comes down to the relationships you build with a targeted audience that is interested in your knowledge, goods, and services.

Benefits of building a personal brand

It will build your network more

Help you to get featured in media

You can attract more clients 

Your authority and trust will increase 

You can demand premium prices

 Multiple businesses in different industries.

Find  key elements of your personal brand 

First thing is to start piecing together the key elements of your personal brand. These will help guide the way for building your brand . You have to find your brand message, brand personality, brand vision, brand mission.  

The Fundamentals of Building Your Freelance Brand

Your uniqueness will value your position and it will help you set apart from other freelancers and companies. It will improve the benefits of your offer , and show how you solve client problems and it will make you stand out from the same services like yours.

There is a statement that says “ if you market to everyone, you market to no one” so you have to make sure to be specific about who you are marketing to . you have to provide your ideas, services and strategies to the right crowd so that you get the most value.

conclusion If you want to grow your business as a freelancer, you must seize every chance to make an impression. Developing a personal brand helps you recall yourself and draw in the clients you want to work with. You'll have more opportunities, devoted clientele, and greater fees if you combine that with high-quality work. For more informations, signup to Zypher Learning's Advanced AI Integrated Digital Marketing Program.