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Ultius Blog Ultius Sample Business Comparison Essay: Google versus Baidu
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Sample Business Comparison Essay: Google versus Baidu


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    In order to understand the operations and significance of one big business within the world, it is often illuminating to compare and contrast that business with another similar business within the world and highlight both the similarities and the differences of those businesses. This  sample business comparison provided by Ultius will compare and contrast the two giant tech companies Google and Baidu in five main parts:

    1. An overview of Google
    2. An overview of Baidu
    3. The similarities between the companies
    4. The differences between the companies
    5. A critical reflection on which company is the better one in both practical and moral terms

    Which is Better: Google or Baidu?

    Overview of Google

    Google is a company out of Silicon Valley that has emerged to become the single most dominant search engine company across the world. It was founded by Larry Page and Sergei Brin. As Google’s own record of its history has indicated, the company’s rise has been steady and meteoric over the course of the years since the company was founded in 1998. Google steadily included one service after another in its portfolio and included one company after another under its umbrella; and by now, Google is known not only for its search engine but also for key Internet services such as Gmail, YouTube, and Android smartphone software. By now, the situation has gotten to a point where it would be almost unthinkable for most Internet users for Google to not exist, or to have an online experience that does not involve a Google product or service in some way. 

    The rise of Alphabet

    Google, becoming aware of its own vast diversity as a company and surpassing its rival, Bing , recently made the move of creating a new company that can serve as the umbrella for all of Google’s products and services. This company was given the name of Alphabet. Google will be a key part of the broader company now called Alphabet. As Lashinsky has written:

    “Alphabet will house the company’s goofier experiments, including its self-driving car, Google X, and health-related investigations as well as more offbeat creations like Nest and two investment arms” (paragraph 2).

    This move testifies to the basic creativity that has been at the heart of Google since its inception. The company is not content with merely resting with all the money it has made, rather pursuing new and innovative avenues of research and development. In this framework, Google itself would be the primary source of revenue for the various other products and services pursued by Alphabet. 

    Overview of Baidu

    According to Baidu itself,

    [the company] was founded in 2000 by Internet pioneer Robin Li, creator of visionary search technology Hyperlink Analysis, with the mission of providing people with the best way to find information and connect users with services. over the past decade we have strived to fulfill this mission by listening carefully to our users’ needs and wants. . . . Our deep understanding of Chinese language and culture is central to our success. (paragraph 2)

    Baidu is a Chinese company working within the Chinese economy , and it actually remains the most dominant search engine within the nation of China, even as Google has proven to be wildly successful in virtually every other part of the planet. Baidu holds the leading market share within China within the search engine arena. 

    Business model of Baidu

    Baidu’s general business model is premised on the provision of web-based services. As Nath has written:

    “Baidu offers performance based market services and displays advertisements through its own website and other affiliated websites” (paragraph 5).

    Moreover, one of Baidu’s key advantages within the Chinese market is the extent to which its products and services are integrated and interoperable with the products and services of other Chinese companies such as Alibaba and Lenovo. Essentially, this synergy among the companies helps to lock out non-Chinese companies from the market and discourages foreign competitive threat, insofar as the interoperability itself provides a dimension of value that other rival companies may not be able to offer. However, this itself comes with its own set of risks for the Chinese consumer, as we will see soon enough. 

    Similarities of Google and Baidu

    The similarities between Google and Baidu are simple enough to observe. Both are huge companies within the search engine arena. Google is the largest search engine company in the world, and Baidu is the largest search engine company in China (with China, of course, constituting a large part of the world, given the nation’s massive population). As Robertson has put the matter:

    When it comes to Internet in China, no company is even remotely as big as Baidu Inc., which processes more than 80 percent of the country’s online queries, according to Bloomberg Industries. It’s a mirror image of Google Inc.’s ascendant position atop the U.S. search market.

    There are thus basic commonalities between the business models involved in Google’s core services and Baidu’s core services, insofar as these commonalities inhere to the nature of the industry itself. Both companies, for example, generate their revenue through ad placement services. At this basic level, then, the analogies between Google and Baidu are easy to draw; it does not exactly take an expert in the field of business to do it. What the general population perceives to be similarities between the companies are in fact actual similarities between the companies. 

    Differences between Google and Baidu

    Past these superficial similarities, however, critical differences emerge between Google and Baidu. One of the primary issues is perhaps restriction by governmental censorship . As a leading company within the nation of China, Baidu is compelled to cooperate with China’s censorship laws. Indeed, Google primarily left China out of a refusal to cooperate with such laws. As Wood and Suzor have written:

    All search engines with servers in China, including Baidu, conform to Chinese law by sanitising their results. For other search engines, including Google, users who search for banned words find themselves temporarily cut off from the search engine (paragraph 14).

    This would seem to go against the grain of the very nature and purpose of a search engine, and it marks a serious point of divergence between the operations of Google on the one hand and the operations of Baidu on the other. 

    Baidu’s business practices called into question

    Moreover, it would seem that Baidu has a tendency to engage in somewhat questionable business practices in the global marketplace . For example, a call has recently emerged within China for the boycott of Baidu. Huang has reported on the matter in the following way:

    This week, though, tens of thousands of Chinese citizens pledged to boycott Baidu entirely, after they discovered the Beijing company has been earning profits by giving chronically ill users biased information through its chat rooms, known as ‘post bar’ services. (paragraph 2)

    In contrast, corporate ethics clearly emerges as an absolutely central tenet of Google’s own value proposition to its customers: the company’s own history indicates a long history of commitment to issues pertaining to social justice and diversity. 

    Directions for the future

    Finally, it is also worth considering the divergent current trajectories of the two companies. Robertson, for example, has made the following comparison:

    Baidu’s stock has dropped more than 40 percent the past two years. The Beijing-based company faces a slowdown in advertising in its home market and struggles to expand beyond search. Meanwhile, Mountain View, California-based Google is trading at all-time high, fueled by increased spending on mobile and video ads. (paragraph 3)

    This would seem to point toward a basic dynamism possessed by Google that is lacked by Baidu. Google is essentially riding a huge wave within the tech industry, whereas Baidu would seem to be struggling to simply stay afloat and prevent its past achievements from slipping away. 

    Critical reflection

    On the basis of the above comparative analysis, a key conclusion that can be drawn is that Google is surely a stronger company than Baidu. At the superficial level, the similarity can be noted that Google is to the United States what Baidu is to China. However, this misses the basic point that Baidu’s success has occurred within what is essentially a government price controlled market , with much of the company’s value being premised on what is specific to China itself and to the business environment within China. Google, on the other hand, is functioning within a free market that includes not only the United States but also much of the world. Therefore, while Google still has a great deal of room for growth and expansion, it would seem that Baidu has hit something of a ceiling. This is especially evident in the fact that whereas Google seems to have an apparently endless array of projects and pursuits in mind (now subsumed under the broader company Alphabet), Baidu is struggling to expand its products and services beyond the simple search engine.  

    Google: The clear favorite

    A broader point could perhaps be made regarding how the Chinese economic model, while perhaps efficient and capable of taking advantage of the enormous manpower of that nation, is not very effective at fostering genuine creativity. The fact that Baidu is hitting upper limits in its development provides a kind of evidence for this assertion. Likewise, the fact that Baidu is only popular within China and really nowhere else in the world also seems vaguely symbolic of the closed nature of China’s society relative to the world as a whole, and the fact that Baidu is operating within a relatively closed market. In places where people have had a real choice between either using Google or using Baidu, Google has clearly been the overwhelming favorite. Likewise, it is worth pointing out that Google is not even competing with Baidu at the present time, due to the fact that Google refused to put up with the coercive and repressive business environment that prevails in China. 


    A key point that has been made here is that although there are superficial similarities between Google’s position within the United States and Baidu’s position within China, there are serious structural differences between the companies at a deeper level. In particular, Google is characterized by ongoing creativity and innovation, whereas Baidu seems to be hitting the ceiling and currently in a period of stagnation. This probably says something more broadly about the difference between the American and the Chinese economic models in general. 

    Works Cited

    Baidu. “The Baidu Story.” Author, 28 Apr. 2016. <http://ir.baidu.com/phoenix.zhtml?c=188488&p=irol-homeprofile>.

    Google. “Our History in Depth.” Author, 2016. Web. 29 Apr. 2016. <https://www.google.com/about/company/history/>. 

    Huang, Zheping. “Chinese Citizens Are Boycotting Search Engine Baidu – and Praying for Google to Come Back.” Quartz. 14 Jan. 2016. Web. 29 Apr. 2016 <http://qz.com/593120/chinese-citizens-are-boycotting-search-engine-baidu-and-praying-for-google-to-come-back/>. 

    Lashinsky, Adam. “Why Google Changed Its Name to Alphabet.” Fortune. 11 Aug. 2015. Web. 29 Apr. 2016. <http://fortune.com/2015/08/11/google-alphabet-why/>. 

    Nath, Trevir. “Baidu versus Google: Who Will Win the Global Search War?” Investopedia. n.d. Web. 29 Apr. 2016. <http://www.investopedia.com/articles/investing/121014/baidu-versus-google.asp>. 

    Robertson, Jordan. “A Tale of Two Search Engines: Why Google is Winning, Baidu Isn’t.” Bloomberg. 1 May 2013. Web. 29 Apr. 2016.<http://www.bloomberg.com/news/articles/2013-04-30/a-tale-of-two-search-engines-why-google-s-winning-and-baidu-isn-t>.

    Wood, Suzannah, and Nicolas Suzor. “The Perfect Paradox: Free Speech and the Right to Censor.” The Conversation. 8 Apr. 2014. Web. 29 Apr. 2016. <http://theconversation.com/baidus-perfect-paradox-free-speech-and-the-right-to-censor-25157>.

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    What is art? How can one define simply, a subject so broad, so complex, and as subjective as artistic expression? Leo Tolstoy postulates, “Art is architecture, sculpture, painting, music, poetry in all its forms…” (Tolstoy 15) I believe that although Tolstoy, may never have imagined it in his original definition, video games may certainly fit as a viable mode of artistic expression; I believe videogames are art.
    According to Tolstoy, architecture is a perfectly respectable medium for artistic…

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    Poem Comparison

    1393 Words | 6 Pages

    telling the reader that she has nine lives, much like a cat. The reader figures out that “it” is dying but, like a cat, the speaker keeps returning to life. Lady Lazarus tells the reader about the first two times that she almost died and how “dying is an art.” She describes death as theatrical as she’s possibly preforming her third death in front of a crowd at a circus. She again compares herself to a Holocaust victim as she imagines herself burning to death at concentration camp crematorium. At the end…

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    art essay

    1448 Words | 6 Pages

    Art Essay-
    The context, of which art is created, clearly reflects its history and where it is from. Society’s values are further highlighted by the piece and give us insight into what life was like. This is interestingly interpreted by Juan Bautista de Espinosa’s exuberant baroque style painting, with a heavily catholic influence from Spain in the late 1500’s, as well as Margaret Olley’s contrasting and simplistic sensibility of the mid 20th century. Each artist’s aesthetic, although significantly…

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    When Art Imitates Art

    757 Words | 3 Pages

    Music and Literature
    On an everyday basis the world around us offers us a great deal of information and variety, of enlightening art and the dumbing down entertainment. Many people have fallen into the trap of dismissing anything that is not considered fine art as culturally and intellectually inferior. The restrictive nature of this approach leaves us with an elitist viewpoint and a sense of supremacy. And when talking about supremacy, whether it is white, black or even cultural, it is in no way…

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    The History of Art

    951 Words | 4 Pages

    The uniqueness of Japanese art, especially in terms of Chinese art, depends on the historical era. As Lee (1962) points out, “There are periods in Japanese art where the artist is either copying, or is heavily influenced by, Chinese art. At such times it can be said that Japanese art is a strong reflection of Chinese art,” (p. 3). At other times, though, small differences between the arts of China and Japan are “magnified to such an extent that they become fully developed and original styles,” (Lee…

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    Survey of Art History

    778 Words | 3 Pages

    Survey of Art History II

    Man Ray like many other artists did not care to have his personal life shown in his art. He wanted to be viewed and recognized for his work which included sculptures, paintings, and photography. Man Ray was mostly influenced by Stieglitz’s photographs. Man Ray used a similar style to Stieglitz. He captured images that created an unvarnished look at the photos’ subject. Man Ray discovered a new way to create his photos; by accident in his work room he discovered how to…

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    Dineh and Walbiri Cultures: A Comparison of Art Essays

    1208 Words | 5 Pages

    Art originally in earlier cultures had a different purpose. Currently people create art for an aesthetic purpose for others to view in galleries, theaters, or museums creating distance for the audience. Initially art was created for purposes other than aesthetics, and people participated and interacted with the art and artist. This intertwined relationship between humans and art is especially seen in the Dineh and Wilbiri cultures. These two groups created drypaintings. People in both these…

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    The Art of Invisible Strength Essay

    615 Words | 3 Pages

    The Art of Invisible Strength

    Amy Tan’s The Joy Luck Club is a truly rich novel. The concept of “invisible strength” caught my interest in particular, so I have chosen to analyze the relationship between Lindo, her daughter Waverly and Waverly’s boyfriend Rich. My questions are how Lindo achieved this strength, why she did it and how it effected herself, Waverly and Rich.

    It is fundamental to the analysis to investigate Lindo’s past in China. It is clear that she is a much loved child. “In…

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    Essay on Performing Dark Arts

    1089 Words | 5 Pages

    In comparison to text-based performances, those of a non-text based nature can illustrate the unity between cultures with less difficulty due to universally understood practices and semiotics in an increasingly globalised world. Non-text based performances provide both beneficial and critical elements when compared to text-based performances and this will be analysed and demonstrated with the example of ‘performing the dark arts’. The will ensue performances of ritualised purposes, conjuring…

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    Comparison Art History Formal Analysis Essay

    868 Words | 4 Pages

    1. Cimabue
    Virgin and Child Enthroned
    2. Giotto
    Virgin and Child Enthroned
    The Giotto and Cimabue are obviously different versions of the Virgin and Child Enthroned. But because they are different versions they have their differences. When i first look at the Cimabue piece the first thing i focus my eyes on is the sweet, tender, loving face the Virgin has on her warm yellow face. Her eyes are looking outward towards the audience which i feel helps you feel like you are part of the enthroning…

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    Art Paper

    1409 Words | 6 Pages

    Art Appreciation
    Art cannot be classified into one category, style, or period. Art is very diverse, ranging from the beginning of the human being to today. Through the years, art has evolved dramatically from stick figures and two dimensional animals to three dimensional sculptures and intricate paintings. The artwork featured at the Seattle Art Museum shows many different types of art and features several different periods in which these artworks were created. Two pieces of art that stuck out the…

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    Essay on art

    1081 Words | 5 Pages

    contemporary art, the art of the late 20th cent. and early 21st cent., both an outgrowth and a rejection of modern art. As the force and vigor of abstract expressionism diminished, new artistic movements and styles arose during the 1960s and 70s to challenge and displace modernism in painting, sculpture, and other media. Improvisational and Dada-like styles employed in the early 1960s and thereafter by Robert Rauschenberg and Jasper Johns had widespread influence, as did the styles of many other…

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    Liberal Arts

    2505 Words | 11 Pages

    legal studies” ranking lower.
    In today’s fast evolving world, leaders across the spectrum of vocations and professions need a broad imaginative and critical capacity, not a prematurely narrow point of view. In terms of the actual world, a solid liberal arts and sciences education will generally prove the most practical preparation for many demanding, high-level careers, or for the several careers that an increasing number of adults will eventually pursue. No particular concentration or area of study is…

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    Modern Art 1900-40

    1588 Words | 7 Pages

    Comparison Paper
    Modern European Art 1900-50

    By the end of World War I in 1918, artist had a remarkable change in their styles of art. Two very pronounced artists, Fernand Leger and Max Beckman, served in the war and impacted their art profusely. World War I was an era of industrialization in culture and in the economy, and as the world changed, so did European Art.
    Leger fascination with the past and his vital experience in the war had a profound impact on his work. While the war was undergoing…

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    Art with Science: The Italian Renaissance and Art

    1479 Words | 6 Pages

    27). The Italian Renaissance is famous for its art which includes unique style of painting and sculpting, however, the Renaissance made significant remark on the use of scientific techniques which also can be considered as the influence of classical ideas. Although, classical ideas were not advanced like in the Renaissance, it provided the foundation for the Renaissance to revive it again. The Italian Renaissance transformed the manner of viewing the arts. Before, most people in Italy were bounded by…

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    Art in War

    2048 Words | 8 Pages

    Art in War
    A pioneer of artistic influence in American culture, Frederick Childe Hassam led the revolution of art in the World War I era. In the midst of a world crisis, Hassam became a trailblazer of his own technique; he promoted a new form of Impressionism that not only reinforced the subtlety and free-flow style of French Impressionism, but also reinforced the vivacity and tenacity that he wanted to express. Amalgamating the techniques of French Impressionism with the nationalistic values…

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    The Art of Distraction

    3448 Words | 14 Pages

    inherent risks, appears to be a valuable alternative. When applying it to your own life keep in mind that while there is much science that goes into this idea of pain distraction from sensory information it is not an exact science. It is very much like an art form, morphing from person to person based on their idea of perceived beauty and changing from moment to moment. So, take time to enjoy whatever it is you enjoy, whether it is a beautiful landscape, the sound of ocean waves, the smell of fresh baked…

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    Essay on Art Criticism and Art History

    2671 Words | 11 Pages

    Art criticism and Art History

    Case Study: The use of assemblage and the found object in historical and contemporary art practice.

    The origins of the practice of assemblage can be traced back to its early twentieth century roots based on ideas presented by Dadaists. The Dada movement was a literary and artistic movement during the First World War and further developed as a non-art movement. The main idea of Dada was to not follow a uniform rule of what an artwork entails in order to be valued…

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    Art Comparison Essay

    1701 Words | 7 Pages

    Compare and Contrast Works of Art
    Bright colors jumping at you asking for attention, images so real viewers can not tell the difference. These are the thoughts that came to my head as I gazed at two works of art by two Mexican artists at MoLAA museum of art . I visited two museums, Bowers Museum of cultural Art in the heart of Southern California and the Museum of Latin American Art in Long Beach for my report unfortunately I only liked the works in MoLAA and will talk about it through out my paper…

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    Tolstoy's Philosophy of Art Essay

    533 Words | 3 Pages

    Tolstoy’s Philosophy of Art

    Tolstoy approaches art with a very specific and narrow view of what is
    real and what is counterfeit in classifying artwork and what makes a
    work of art good or bad. Tolstoy believes that a work of art can be
    classified as “real” if and only if “one man consciously by means of
    certain external signs, hands on to others feelings he has lived
    through, and that others are infected by these feelings and also
    experience them” (10). He believes that art can only be defined…

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    Comparison of Ancient Mesopotamian and Egyptian Art

    1418 Words | 6 Pages

    deity and of the same level as gods. Ramses intended to gain favor with the gods by erecting these works of art, but he saw it more as one big picture and did not have modesty in his vocabulary. If he built the greatest temple in his name, he would be loved by the gods, revered by the people, and shown as a force not to be taken lightly by his enemies.
    In both Mesopotamian and Egyptian art, appeasing the gods was always a part of the equation in works commissioned. How large a part or sincere the…

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    Art Appreciation: Visual Art Expressions

    1874 Words | 8 Pages

    Running Head: Art Appreciation Essay
    Art Appreciation Essays The Visual Art
    Main forms of Visual Art expressions in Surrealism, the movement of 20th century
    Visual Art can be expressed in various forms. While most forms were discovered before the 20th century, the most prominent ones in the 20th century were “painting, films and photography”. These three forms of visual art expressions were not only the prominent forms in the 20th century but also main forms in surrealism, a culturally artistic…

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    The Components of Art Therapy

    2751 Words | 12 Pages

    According to Dryden et al. (1992), the concept of art therapy is essentially based in the image and the progression of this method permits the occurrence of a transaction between three critical components of this model. Respectively these components are known as the creator or patient, the artifact, and the therapist. The aims of art therapy align with other processes of therapy whereby; the therapist engages his/her expertise to allow the patient’s unconscious feelings to travel to a conscious state…

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    The Art of War

    1877 Words | 8 Pages

    Chinese strategist known as Sun Tzu wrote one of the enduring classics of military theory. Most likely written during a period of Chinese history referred to as the ‘Warring States’ period, Sun Tzu’s The Art of War has continued to be studied by military strategists for millennia. Even today, The Art of War is required reading for Naval Officer Candidates. At nearly the same time in the fourth century B.C., the Greek city-states were facing invasion from the mighty Persian army. Vastly outnumbered…

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    Street Art: Crime or Art?

    1517 Words | 7 Pages

    is Street Art?
    Street art is arguably classed as Urban Art and also known as Contemporary Art.
    This form of Art represents the voice of the lower class in debate with the political
    class, they express themselves with sprays on plaster and endure ‘A life spent
    scribbling in books scrambling over walls and fences, scrawling on any available
    It is today accepted by designers and artists who also are influenced by these
    contemporary visualised forms, this form of contemporary art has changed…

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      • Self Study Questions for ESL Students
      • Using Search Engines Wisely!

    Types of Papers: Compare/Contrast

    To write a compare/contrast essay, you’ll need to make NEW connections and/or express NEW differences between two things.  The key word here…is NEW!

    1. Choose 2 things that could go in the same category, but are also quite different. Good choices might be:
      • Basketball & Football (both sports)
      • Horses & Cats (both animals, but different in many ways)
      • Writing & Singing (both art forms, but different in many ways)
    2. Gather your ideas by writing down characteristics of each thing.  Note the differences and similarities between them.
    3. Ask yourself these important questions before you begin writing your draft:
      • Does my instructor want me to compare AND contrast, or am I only being asked to do one of those things?  
      • Are these 2 things similar and/or different, in at least one meaningful way?
      • Do I know enough about my topic to write an effective compare/contrast essay about it?

    Does my instructor want me to compare AND contrast, or am I only being asked to do one of those things?

    Some instructors prefer that you only write about the differences between two things, while others want you to focus on explaining the similarities as well.  Either way, you’ll need to make sure that your thesis statement reflects your instructor’s expectations.
    For example, if I wanted to write about Social Networking sites, I’d need to write different thesis statements depending on my compare/contrast assignment.  

    Sample thesis statement for contrast paper:  In terms of social networking sites, Facebook focuses on presenting your daily life to others, whereas MySpace allows you to focus more on demonstrating your personal style.

    Sample thesis statement for compare/contrast paper:  While both Facebook and MySpace allow you to meet other users who have similar interests, only MySpace allows you to demonstrate your personal style.       

    Are these 2 things similar and/or different, in at least one meaningful way?

    If you want to write a successful compare/contrast essay, you’ll need to avoid writing about really obvious differences and similarities.  For example:

    • We all know that horses are larger than cats.
    • We also know that basketball teams contain less players than football teams.

    Tell us something we don’t know (or might not notice)!

    It would be better to write about how sensitive both horses and cats are to human needs and emotions.  You could also suggest that though both basketball and football require a lot of teamwork, basketball players are expected to be a lot more versatile than football players.

    You don’t have to be a genius to write an interesting compare/contrast essay–you just have to look at ordinary things in a new way!

    Do I know enough about my topic to write an effective compare/contrast essay?

    Unless you’re being asked to do some research as part of your compare/contrast project, make sure that you choose 2 things that you feel comfortable discussing, at length.

    Your instructor may ask for multiple similarities and differences–make sure you’re prepared to write a well-developed, meaningful essay on a topic that you know well before you get started!   

    Organizing Your Compare and Contrast Paper

    There are two primary ways to organize your compare and contrast paper.

    Chunking: placing all of the information for each individual subject in one place (chunk), and then using similarities as transitions.

    Here’s a sample outline:

    1. Jane is distinct because…
    2. Jane is similar to Alice in these ways
    3. Alice is distinct because…

    Piecing: giving pieces of the information for each individual subject in each paragraph—arranging the information by topic rather than by subject.

    Here’s a sample outline:   

    1. Differences and Similarities in Jane and Alice’s appearances
    2. Differences and Similarities in Jane and Alice’s backgrounds
    3. Differences and Similarities in Jane and Alice’s interests

    Sample Papers

    • Student Sample: Shades of Being Human
    • Student Sample: McDonald’s and Fox’s Diner

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