Implications For Integrated Marketing Communications Marketing Essay

Implications For Integrated Marketing Communications Marketing Essay The rise of social networking over the last two decades has revolutionized communications and information management for thousands of companies all over the world. One of its most powerful effects is the near-instantaneous and influential spread of personal opinion across vast distances, time and space through virtual means. Social network communities, especially, have emerged in recent years as one of the most influential forums for consumers opinions, allowing almost anyone who is connected to the Internet to influence brand perceptions and consumption (Vogt and Knapman, 2008; see Blackshaw, 2008). The rise of this phenomenon in the age of social media and Web 2.0 has been described as one in which key types of personalities engage with digital media in order to influence public and political opinion (Ecclestone and Griseri, 2008). Whether they are called influencers, connectors, salespeople or mavens (ibid., 2008), we are undoubtedly living in a time when marketers have to take the power of peer-generated opinion seriously, particularly in a Web 2.0 environment. The implications of social media communities continue to concern marketers and marketing strategy in a fluid, porous and dynamic online environment. This is an environment in which the traditional rules of controlled media, carefully-executed strategies and market/customer feedback research and analysis no longer hold, at least not the same extent as they have done in the 1970s and 80s. Today, social media networks permeate virtually all realms of marketing and can have a powerful influence upon how consumers perceive and consume brands. The effects can be highly positive or corrosive, depending on how companies manage online word-of-mouth (Jones, Temperley and Anderson, 2009). The rise of massive brand communities (Ouwersloot and Odekerken-Schroder (2008) is also a matter of concern for marketers because of their cult status among consumers. Fans of Harley-Davidson motorbikes, for instance, of Apple devices, drive sales and revenues for the respective companies. They When it comes to planning, designing and executing an Integrated Marketing Communications campaign (hereafter referred to as IMC), therefore, social media can prove to be both simple and complex. It is worth stating that textbook accounts of it often do not delve sufficiently into how newer technological developments like social networking affect its operations and eventual success or failure. The aim of this paper, therefore, is to provide a critical examination of how social networking has thrown up new challenges for marketing communications and to examine some solutions in the literature. The rest of this paper is structured as follows. I first put forward some of the mainstream and traditional conceptualisations of marketing communications and current discussions of its significance for branding as well as its pitfalls for unwary companies and consumers. Next, I discuss some of the implications of social media networks for IMC. Some examples follow. Finally, I examine the implications of my discussion, identify a couple of limitations of this paper and propose fruitful avenues for future research. Integrated Marketing Communications (IMC): Definitions and Conceptualisations Although there are a number of elements to marketing communications including visual logos, corporate communications, promotions, advertising and sponsorship, just to name a few there is widespread agreement among marketers and marketing academics alike that these elements have to be brought together in order to achieve cost efficiencies, synergies in resource utilisation and for a consistent and compelling overall message to be offered to a range of stakeholders, including, but not limited to, the end-customer (Schultz, 2008). In other words, integrated communications can be defined as the notion and the practice of aligning symbols, messages, procedures and behaviours in order for an organisation to communicate with clarity, consistency and continuity within and across formal organisational boundaries (Christensen, Firat and Torp, 2008: 423). The process of IMC planning can be broken down into discrete stages, although some of these overlap in practice . There can be broken down as follows in terms of the SOSTAC Model (Roberts, 2006): Situation Analysis (where are we now ?) Objectives (where do we want to go?) Strategy (how do we get there?) Tactics (what steps do we take to get there?) Action (implementing the steps of action) Control (reviewing and monitoring the strategy against stated objectives) Although there are a number of different models in the literature, this conventional paradigm for IMC is still regarded as a kind of textbook model for how to do IMC. It is a fairly linear process, as the outline above shows. According to this framework, the marketing manager would perform an analysis (typically a SWOT analysis) which breaks down a companys performance into its strengths, weaknesses, opportunities and threats (from the environment, other competitors, and so on). Following this step, the marketer would identify key goals and objectives to drive the marketing campaign forward in terms of sales, revenues, return on investment, and/or other drivers of success. In traditional terms, these metrics typically include projected and actual sales. In the online environment, however, corporate reputation is far less able to be planned and controlled in this way and sales now takes on complex meanings. Tactics is next. These traditionally include sales tactics, sales promotions (using brochures, flyers, exhibitions at trade events, advertising and other forms of offline marketing communications). Companies then take actions which lead to desired outcomes. Finally, companies (under the traditional model) monitor and review progress of these tactics against stated objectives. This entire model of IMC is being revolutionised by the emergence of social media and social networking. In terms of tactics, the game has changed. Instead of relying on expensive (and sometimes ineffective advertising) or on sponsorship of events (which can prove politically contentious and generate negative press), a number of global companies choose instead to invest heavily to boost corporate reputation through their their web presence. Global companies such as Toyota and IBM have dedicated corporate Facebook accounts for customers and members to interact and share their user-experiences online. These brand communities perform several valuable functions for companies: they are, firstly, an effective way to test the waters before new product launches, secondly, a way to get instantaneous feedback from potential users, thirdly, a good platform to communicate directly with diverse users and last, but not least, a kind of public relations exercise to generate positive word-of-mouth f or the company (Lee, Cheung and Sia, 2006). However, it is only logical to expect that social media networks can also pose dangers for unwary companies and do damage to their brands. We now turn to these social networks to see how they function. Online Social Networks Online social network communities, such as online customer forums and chatrooms, have a powerful effect on its participants and even on casual visitors. Research has shown that people have a high propensity to trust online testimonials and user-generated feedback generated through word-of-mouth (WOM) communication (Sweeney, Soutar and Mazzarol, 2008). Positive WOM can be a useful and even profitable avenue of additional revenues for a companys products and services; even more significant is the fact that it can force companies to change unethical practices or their processes, including supply chain procurement and management, labour management practices, right down to accounting and financial reporting measures. Social media also make it easier for companies to do market research (Precourt, 2008), especially after certain crucial events, such as product launches, product updates and so on. Microsoft is an example of a company that relies on such media to improve its products but many technology companies now use these methods to collect valuable market data. On the other hand, there is certainly a dark side to social media for brand communications. It has been noted that consumers today enjoy unprecedented levels of consumer sovereignty (Hollenbeck and Zinkhan, 2006). Given the vast amount of information available over the Internet and increasingly vocal and powerful citizen-led lobbies and activist groups such as Greenpeace and so on, even governments sit up and take notice. The trend towards the democratization of opinion has been conclusively proven in the West but also increasingly in many other parts of the world. Social Networks, Brand Impact and Marketing Communications Based on the above discussion, social networks have a range of interesting impacts upon how brands are perceived and consumed. This section examines some pertinent examples of how social media can positively and negatively impact IMC. Positive and Negative Impacts As discussed earlier in this paper, the traditional notion of IMC was that it would be controlled and organized at a profound level (Christensen et al., 2008). Two key elements come into operation in IMC planning: consistency and control. Let me discuss each of these elements in turn. First: consistency in IMC is emphasized repeatedly in the literature as being of paramount importance for any firm seeking to run a successful campaign. That is to say, every element of the marketing chain (from the consumers first becoming aware of the brand to the actual purchase and post-purchase evaluation) needs to be coordinated to ensure a successful outcome for the consumers experience of the brand. This alone is hard enough for many companies to achieve: what adds to the complexity today is that the consumer then goes online, types in her or his comments on the purchase, the brand, and so on and either reports a good or a bad experience with it. This aspect of the brand experience still needs more research, in my view, but there are already myriad examples of what it can to brand reputation. Second: in more traditional contexts, marketing communications would be organised or influenced heavily either by an individual, a set of individuals or a divisional/team function. In social media/networking, there is no obvious or identifiable owner of such communications. There is no way to trace back opinions to an original source. It has become apparent, however, from recent developments, that companies and governments are prepared to take a stand against the anonymity afforded by the Internet. The recent furore over WikiLeaks, for instance, is a case in point. Although its founder, Julian Assange, intended WikiLeaks to be a wholly anonymous organization, he has, in fact, come to the forefront of public consciousness as a celebrity of sorts, hunted and wanted by different national jurisdictions on a number of charges, including sexual assault and treason. Other examples can be cited of the double nature of social media and its uses for marketing communications. Further Examples The implications of my discussion so far for brands are numerous. I have already provided some examples of the implications of social media for marketing research and data collection purposes, but further examples would make the point even clearer. A recent example of how Kenneth Cole, the well-known American brand of shoes and clothing, tried to use Twitter to generate publicity using the recent political unrest in Egypt shows how easy it is for companies to receive a backlash from appearing to be insensitive to groups and people. According to the site, Nancy Myrland, the brand manager of Kenneth Cole made a joke about the Egyptian crisis, saying that protesters must be on the streets because they had heard about Coles most recent collection (Lacy, 2010). Such an attempt at humour completely backfired upon the company and the brands reputation suffered one of its worst crises in years as a result. Although it would be difficult to measure the impact of such an incident upon Kenneth Coles long-term reputation, its short-term brand image certainly suffered. Another example is that of personal or celebrity brands. Facebook, Youtube and Twitter have greatly increased the influence of celebrities like Stephen Fry, Elizabeth Hurley and any number of Hollywood stars, sports celebrities and so on and so forth. Even the Queen has reportedly taken to using tweets to communicate her thoughts. In a world saturated by images, celebrities have become powerful brands in their own right through social media. This is an example of the power of instant communications and Word-of-Mouth advertising of products endorsed by celebrities (see Smith et al., 2007). Conclusion and Future Research In summary, I have identified and analysed some of the implications of social media/networking for brands and marketing communications. This paper has not been able to analyse some of the impacts in-depth due to the constraints of time and word limits nor has it been able to convey the scope and range of key social media developments today. The field is still developing and this paper has tried to convey some of the key issues surrounding the impact of social media on brands. Future research could include more detailed case studies or empirical research to track and monitor the effect of social media upon companies over a period of time (longitudinal studies). Even more interesting would be focus groups or action research taking place in young, start-up companies which want to use social media platforms to initiate their brand campaigns, rather than using it as an add-on after trying traditional media or as a supplement to traditional media. While there is certainly a place and time for more traditional communications channels, I hope this paper has made inroads into showing the potential benefits and dangers of this powerful medium.

Cultural Awareness in Counselling Practices Essay

I have chosen to focus this assignment on the Aboriginal and Vietnamese cultures. I hope to be working in an area which will have these two cultures as the dominant groups. The reason I have focussed on Vietnamese refugees instead of the culture of Vietnam as a whole is that the facility I hope to work in has refugees as its main client group. I will give an overview of my research into how best to work in a counselling relationship with people from Aboriginal and Vietnamese cultures, ensuring that I am as culturally sensitive and aware as possible. Aboriginal culture and counselling: Most research indicates that cultural barriers are the major reason why Aboriginal people are discouraged or dissuaded from using the mental health service. As practitioners, counsellors have often failed to identify, acknowledge and recognise the central role of Indigenous culture. Historically, there has been a long period of mistrust among the Aboriginal people and white Australians. Federal governments for much of the twentieth century developed paternalistic policies and practices that regarded the removal of children from Aboriginal families as essential for their welfare. Continuing statutory responsibilities for the protection of children have made many Aboriginal women fear approaching the Department of Family and Community Services for assistance, especially in domestic violence and child abuse issues. It is a fact that Aboriginal people have and continue to experience being discriminated against by white Australians. A large socio-economic gap exists between white Australians and Aboriginal people. Despite there having been recorded experiences of both Aboriginal counsellors and non-Aboriginal counsellors attempting to keep Aboriginal clients engaged in the mental health service, it is evident that some Aboriginal clients may only turn up for one or two sessions but drop out of the system. The possible factors behind their lack of motivation to keep engaging in counselling service may lie in the means of assistance they are looking for. The problems of engaging Aboriginal clients in mental health services exist mainly because mainstream services have not provided relevant responses to their crisis situation. Aboriginal clients would first seek practical assistance such as refugee accommodation and food, and they would also seek assistance from their families, extended families or their own communities. Aboriginal people have retained strong kinship ties and extended family commitments. As in traditional times, Aboriginal people feel a great obligation to their kinship ties. The extended family will always be first in helping if there is a crisis or even a slight problem. Only when they cannot get enough or suitable help from their extended family or their own community, will they turn to outside help or support. There are particular issues to be aware of when working in a counselling role with Aboriginal clients. For example, it is not suitable to refer to a dead person by name and Aboriginal people view hallucination or delusion as spiritual experience not necessarily as symptoms of mental illness. Eye contact is considered offensive to Aboriginal people. Making eye contact (particularly with some one of the opposite sex) is shaming. Gender rules within Aboriginal cultures are important and must be respected whenever possible regarding intervention. Ideally, women staff should work with women and male staff should work with men. Women may feel embarrassed talking to male staff and men may feel shame if helped by female staff. In building a trust with Aboriginal people, most Aboriginal people would prefer to work with an Aboriginal worker regarding their problems. However situations may arise where clients may know or be related to an Aboriginal worker. They may feel shame or be restricted through kinship rules in discussing personal problems with them. Fear that the worker will breach confidentiality with the local community may be another concern. Where possible, clients should be given the choice of both Aboriginal and non- Aboriginal workers. Aboriginal clients will usually take the initiative in seeking assistance when a crisis emerges, such as domestic violence or services being disconnected, or having no money to buy food and other essentials for their children. Aboriginal people would first consider practical forms of assistance, such crisis care, financial assistance, medical services, accommodation, food when a domestic problem arises. This sort of assistance is what they really need and want, not just â€Å"talk therapy†. Before they can sort out their basic living problems, they may not have the capacity or attention to deal with other psychological issues. Once Aboriginal clients have settled down and can take a calmer approach to their predicament, it still does not guarantee they will stay with the mental health service. It is not uncommon that once they have solved a problem, they will feel it not necessary to remain a part of the service but may come back a few months later for help when another issue arises. If mental health service workers, for example, have patiently developed a good relationship or rapport with them, counsellors can take advantage of this by reminding their clients of the good they can do when relationships or domestic situations are at risk. The ability of counsellors to invite clients to talk about their problems may make it possible to explore other problems. Aboriginal clients’ particular issues or crises may be linked to other problems, such as child abuse, alcoholism, mental health, unemployment and parenting problems. It is crucial for counsellors to build a trusting relationship with the Aboriginal community. A relationship that is simply based on â€Å"talk therapy† will not work for Aboriginal clients. Counsellors need to know where to get practical assistance for Aboriginal clients. Otherwise, Aboriginal clients may only turn to those services that they feel can really assist them. A counselling service that provides support and practical assistance can become a meaningful referral point within the Aboriginal community. Vietnamese refugees and counselling: My research found that there are three recommended points of entry for developing trust and rapport with Vietnamese refugees. These are: Self- presentation of the Counsellor; Approaching the problem and Working through an Issue. Self Presentation of the Counsellor: The style and presentation of the counsellor could be described as ‘being a friend’ to the traumatised client. ‘Being a friend’ does not at all mean shedding the professional counselling role with boundaries and ethics, but rather means that counsellors dealing with these clients should be caring, sharing and acting as a true friend would normally be. Communicating caring to Vietnamese clients is being friendly, warm, interested in family, attentive to concerns raised, being an empathic listener, trying to understand and respond to non-verbal communications, and being ready to assist with practical matters. Presenting ‘as a friend’ also means that counsellors may initially have to share, or disclose, a little more about themselves than usual. This is often necessary to put Vietnamese clients at ease and win their trust. Another dimension of being a ‘friendly’ counsellor is being a ‘friend in need’. Many counsellors of Indochinese refugee clients have found it vital to assume multiple helping roles and to be actively involved in providing them with practical assistance or concrete services that provide immediate results, before engaging them in dealing with past trauma or in making important self-disclosures. Approaching a problem: The success of establishing trust and rapport with Vietnamese clients is not only dependent upon the way that counsellors present themselves as described above, but also upon the way they approach a problem. Within Vietnamese culture there are distinct ways of dealing with problems. Prominent features of the Vietnamese style include indirect expression of feelings, reluctance to confront conflictual situations, preference for allowing time to work out seemingly insoluble problems, and reliance on personal inner strength in facing difficulties. Given the quite different ways of dealing with problems in Vietnamese culture, we would like to suggest that non-Vietnamese counsellors have to move slowly and gently and approach with the right timing. Following a respectful, slow pace suitable to the client is important, especially during the rapport building stage, to avoid jarring or offending the client. The timing of approaching the problem is important for maintaining the relationship and for resolving the problem. If the counsellor takes the initiative to bring up an issue, it is important to do this gently, keeping in mind the cultural norm of ‘saving face’ and the risk of confrontation. Working through an Issue: As issues begin to be worked through, there are three suggested ways of continuing to build rapport and trust with Vietnamese clients: working with somatisation, working from here and now and working through the family. A great number of Vietnamese refugees express their experience of emotional distress under the guise of physical symptoms such as headache, fatigue, insomnia. As somatisation is a culturally acceptable way of presenting mental problems, counsellors can work with these problems first, before moving onto deeper levels. Most Vietnamese refugees are concerned with day-to-day survival. Offering them practical assistance is seen as offering much needed help and assisting to set up a trusting relationship and also an external environment in which emotional issues can be more safely worked through. For Vietnamese, the family plays an important role, in a resettlement country as well as in their country of origin. It appears to be present and influential in many issues, which the Vietnamese client discusses in the session. The family can support or sabotage the relationship between the therapist and the patient. Therefore, in post-trauma counselling with Vietnamese clients, dealing with the family dimension is crucial for the building of trust and understanding and for the success of the intervention. As in all counselling interventions, it is essential to build trust between Vietnamese-born clients and their counsellors. Points of entry rather than barriers have been referred to in the three aspects of counselling refugees. Credibility and giving are seen as being crucial in this process. Counselling can be of great benefit to helping Vietnamese refugees on the road to recovery from trauma. Vietnamese refugees have a great need for company, because they have suffered multiple losses, including faith in the goodness of humanity. Through a counsellor establishing a trusting relationship with them, they could regain this faith, so as to enable them to live the life that they have made huge sacrifices for. Prior to undertaking this assignment I had felt that my cultural awareness of both the Aboriginal and Vietnamese communities was very high. I have travelled extensively in Vietnam and had the opportunity to teach English there. My research into trauma and Vietnamese refugee status in Australia has certainly changed a lot of my views. I could almost say that with my basic Vietnamese language and extensive travels I had been feeling almost complacency about dealing with Vietnamese clients. I have learned that there are many parallels between the Aboriginal and Vietnamese refugee cultures. Both are in trauma; both need to have their immediate needs met before effective counselling can take place. My research into Maslow’s hierarchy of Needs has certainly given the actual practice of counselling clients in trauma an effective framework to work within. As does Erikson’s Stages of Development. Traumatised clients will have interrupted stages of development. These will need to be addressed after the initial and immediate needs are met. I had also felt that I had a particularly good understanding of the Aboriginal culture, having worked in Indigenous education. My research for this assignment highlighted that there are many gaps to my understanding. I had not taken into account that many Aboriginal people are actually in severe crisis when they do seek help. Similar to the Vietnamese people in trauma, they would first try to find support within their kin, tribe or immediate family. When a breakdown of this occurs, outside help is sought but this is fraught with fear, shame and often misunderstanding. This has been a vital assignment for me to undertake and I will continue to seek current research and counselling developments in the areas of Aboriginal mental health and refugee trauma counselling. References Armstrong, T. (2002). Counselling Interventions and Indigenous mental health. Medicine Australia,http://www.medicineau.net.au/clinical/abhealth/abhealt1345.html. Blagg, H. (2000). Crisis Intervention in Aboriginal Family Violence, Summary report. Crime Research Centre, University of Western Australia. Chambers, A. (1990). Responding to Domestic Violence: Spouse Abuse. Guidelines to Practice. Department for Community Services, Western Australia, September 1990. Nguyen & Robin Bowles authors, published in the Journal of Australian Social Work, June 1998.

Vacant Chapter 17 Family

The last five years have been unbelievable in more ways than one. It's been a long, difficult road, no doubt about it. There's fighting†¦and making up, money problems and tears, but we always make it through, and we make it through together. We are, however, about to experience three of the biggest changes in our lives thus far. Margie is retiring and a new manager will take her place. I'm pretty sure I know a candidate who is a shoe-in. Ethan has taken his duties as assistant manager very seriously. Margie confided to me that it would be a proud moment to see Ethan take her place. The salary increase was nothing to joke about either, and this promotion was enabling us to finally buy our own home. It wouldn't be fancy or lavish, but it would be ours. Margie has been an enormous support system for both Ethan and me. She's stepped in as the mother figure we both needed as we transitioned to new parts of our lives. One could say that I should have been bitter about a â€Å"stand-in† mother, but I never saw it that way. She has been my savior more than once, but when I first met Margie, I wasn't sure what to think. â€Å"Can I help you?† â€Å"Well, I was looking for Ethan.† The woman was small, but spoke with assurance. â€Å"Does he still live here?† I hadn't known what to tell her. It flashed through my mind when I answered the door that perhaps this was the landlord and someone had reported us. Ethan wasn't supposed to have anyone living with him. I shouldn't have cared if he got in trouble after the way he up and left me after I spilled my guts to him, but I just couldn't be angry with him – no matter how hard I tried. â€Å"I'm Margie, Ethan's boss.† I stalled in answering her, debating whether I should invite her in. â€Å"Dear†¦?† â€Å"Oh, sorry – I'm uh†¦Ã¢â‚¬  I didn't know whether to give my real name. My gut told me that this woman was harmless. â€Å"It's Emily.† My mother taught me to never give more information than necessary. â€Å"Well, Emily, it's a pleasure to meet you.† That day, Margie invited herself into the duplex and into my life. She was there to comfort me as I cried my eyes out and told her the events leading up to Ethan leaving. She hugged me and gave soothing words of encouragement; above all else, she assured me Ethan would return and that I just had to be patient. She spoke about Ethan that afternoon as if he were her own son. There was never a disapproving word, only compliments and work anecdotes from the years she'd known him. She was also there to support me through school. She insisted, along with Ethan, that I take full advantage of the scholarship I was given. She also wanted me to develop my interests and not just major in something so I could get a job. She told me to pursue what I loved; something I was passionate about. â€Å"I think I know what I want to major in,† I told Margie, the excitement of my revelation radiating in my tone. â€Å"That's great, sweetie. Tell me.† â€Å"This lady came in today with a little boy with autism, and it was so fascinating to watch her interact with him. I think I want to learn more about children and disabilities.† I was nervous about Margie's answer. Maybe she thought I was a little too ambitious or crazy even in regards to my career path. â€Å"What do you think?† â€Å"I think we are lucky to have you, one of God's angels here on earth. You warm an old woman's heart, Emily. I can't think of a better career choice.† I finished school three years later with a degree in Early Childhood Special Education. Margie was there with Ethan on graduation day, and I think she was the loudest cheerleader in the auditorium. â€Å"So, you really want to do this?† I used to be the one that was so unsure of everything and looked to Ethan to be the decision maker. Now, it seems, the tables have turned. He's always looking to me for reassurance. â€Å"I do. I know there will be a lot of work to be done on it, but I have the summer off. There is a lot I can do during that time.† I'd yet to tell him he'd be doing all the painting, but I think – all things considered – he'll be just fine with the tradeoff. â€Å"This house is in a better neighborhood and is a bit bigger. There is room for us to have a home office and a couple spare bedrooms.† The realtor was anxious to make a deal. The house had been on the market for several months due to the â€Å"as is† sale. She's hovering, not wanting this potential sale to slip away. â€Å"Do you have any questions, Mr. and Mrs. Parker?† Despite hearing Mrs. Parker every day, hearing it still brings a smile to my face. I grabbed Ethan's hand and led him back down the hallway. â€Å"I think we'll take another look around and meet you back out front.† I answer, desperate to get a few moments alone with my husband and away from the hovering realtor. â€Å"Will you marry me?† Those were the first words out of Ethan's mouth. Not, â€Å"Good morning, Emily. How did you sleep?† Stunned didn't even begin to capture what I was feeling. My brain wasn't fully awake, and I hadn't registered the small diamond on my left hand. Ethan had placed it there in my sleep and had yet to bring it to my attention. The two years before Ethan's proposal had been perfect. Our new apartment was a dream come true, and we'd even made friends with our neighbors Garth and Kim. The guys loved to barbecue, and Kim loved to talk about kids and literature, two of my favorite things. â€Å"Emily? Come on! You're killing me here!† His desperation made me giggle a bit, as if I'd ever tell him no. â€Å"Yes!† â€Å"Thank God! I was so nervous.† Three weeks later found us at Powell Gardens in the Marjorie Powell Allen Chapel. We had the ceremony on Friday evening, then a picnic in the nearby fountain courtyard. It was small, just Margie and her husband, Garth and Kim, and me and Ethan. We didn't have a honeymoon, but that was okay. Someday, we'd get there. â€Å"So what are you thinking we can do with this room?† Easy, Emily, don't rush it. Make it perfect, I tell myself. â€Å"I'm sure you'll want a place to set up shop at home to work on your lesson plans and stuff.† Ethan walks into the room and steps to the large bow window. â€Å"This window will give you a lot of natural light to work by,† he finishes. â€Å"Yeah, but I think the smaller room down the hall will be good for an office space.† Deep breath, this is it. â€Å"I think this room would be perfect as a nursery since it's right next to the master and has its own quarter bath.† Wait for it†¦. It takes longer than I think it should for it to sink in. I've counted to thirty before he turns around and stares at me blankly. I move my hand down to rest on my still flat stomach. His eyes widen and his mouth falls open. After a long pause, I give him a nod of confirmation and my eyes flutter closed for a couple seconds. â€Å"You're†¦?† I simply nod again. â€Å"Seriously?† â€Å"Seriously.† I don't even think my reply is completely out of my mouth before he's crossed the room and picks me up. He swings me around, hugging me tight. He's mumbling, â€Å"Oh my God, oh my God!† over and over into my breasts. I half expect him to sneak a motorboat in there while he's at it. I just grip his head tighter, relishing the moment. He finally sets me down and kisses me. This is the happiest I've ever seen this man†¦the man I love and worship and would do anything for. â€Å"Thank you, Emily. Thank you for giving me everything I've always wanted, a family.†

Osteoporosis and the facts essays

Osteoporosis and the facts essays The population of older men and women has been increasing, and therefore the number of people with osteoporosis is increasing. But in some countries, the rate of hip fractures is rising faster than the population. For example, in Malmo, Sweden the number of people older than 50 doubled since 1950, but the number of hip fractures increased seven-fold. The reasons for this secular trend in increased hip fractures are not known, but decreased physical activity may be playing a role. When discussing the prevalence or incidence of osteoporosis, one must distinguish between prevalence of fractures (established osteoporosis) and of low bone density. Many women with low bone density do not have fractures. Overall, 21% of U.S. postmenopausal women have osteoporosis, and about 16% have had a fracture. About 40% of women older than 80 have had a fracture of the hip, vertebra, arm, or pelvis. Men and women continue to lose bone mass as they age. Therefore, the prevalence of low bone mass increases as women age. The incidence of hip fractures is the easiest to measure, because almost all of the women and men who fracture their hip are hospitalized and the hospital records may be accessed. The graph shows that white women have the highest incidence of fractures with a rate that increases exponentially after the age of 50. This graph is from Jacobsen, SJ in AmericanJPublicHealth Incidence and prevalence of vertebral fractures are much more difficult to ascertain than of hip fractures, because many patients are unaware of the fractures. Epidemiological studies must involve lateral spine xrays. To make matters more complex, the degree of compression necessary to define a vertebral fracture is not standardized. In England, the percentage of women aged 45 - 69 with vertebral fractures was 9.7 to 14.2, depending on the measurement method. In a study of 16,119 European ...

buy custom Medias Portrayal of Aging essay

buy custom Media's Portrayal of Aging essay The media continues to be a powerful tool in the society to the extent of being considered a significant means of socialization. Although the media cannot dictate what the public should think, however it can show what the public thinks about. Coupled with the societies socialization process, outlook on life, upbringing and personal experiences, the media plays a crucial role in the way people view each other, especially the elderly. Although there are many forms of media, television has taken the center stage (Nussbaum 2000). TV has become the greatest source of news or information around the world. As a result, people have become accustomed to ideas, impressions, sounds and images that reflect a societys attitude towards aging. Medias portrayal of aging has changed over time, but in the recent decades, the media has portrayed the aging as a negative aspect in persons life (Nussbaum 2000). The current paper thus evaluates the medias portrayal of aging in the contemporary world. The p aper discusses how television has continued to portray aging in the world that seems to value a youthful generation. Older people have traditionally been viewed as a source of knowledge, and experience, but the media has portrayed them as a burden to society. Television has become an important platform for communicating the meaning and experience of aging from one generation to another. TV has played a critical role in shaping the agenda for discussing aging issues in the society. TVs portrayal of aging not only showcases a widespread ageism (discrimination or prejudice on the basis of a persons age) in the society, but continues to reinforce negative stereotypes (Nussbaum 2000). However, when there is an intention of portraying aging in a positive manner, the main aim is always to communicate anti-aging information. Negative stereotypes in TV are reinforced mainly through advertisements. For example, the online cartoon entitled Honesty on the Internet depicts aging very negatively. The commercial shows the elderly man and woman who appear to be out of shape sittng in their underclothes. Worse still is their conversation which gives the impression that old people must lie so as to make them appealing. The advertisement portrays the elderl y as unattractive people who cannot take care of themselves as evidenced by the cans of beer, junk of food and cigarette surrounding them (Nussbaum 2000). In May 2011, MSNBC showcased a report that depicted disconnect between American fashion magazines and their aging readers. Through the analysis of editorial and advertisement images used in the media, women over 40 years are sparingly used. This is despite the fact that there are approximately 23% of elderly readers (Harrington 2014). The broadcast also showed that even in magazines targeting the old, images and impressions made present thin, youthful, wrinkle-free ideal that is impossible to retain later in life. TV has thus portrayed aging as an undesirable stage in ones life, and one should go a great length to continue being a youthful person. The view of aging in such advertisement shows that any age-related physical appearance is highly unwelcome in the modern society and all means available should be evaluated to erase such changes. Many TV advertisements around the world have also continued to reinforce the idea that older adults must be super seniors. To communicate this message, many TV channels run advertisements that portray the elderly as wealthy, healthy people who have been able to defy aging. Such advertisement distorts the reality and only continues to present some negative stereotype in the society. There are two major theories on the medias impact of aging. The first theory is social learning theory, which proposes that younger generations are highly influenced by the content aired on the media. According to the social learning theory, the media can shape a young persons mind. A young person whose main source of information is television will end up assuming that aging is an undesirable stage in ones life. In the cultivation theory, content in most of the modern media can shape peoples perception of the world. With TV being the largest source of information, it bombards the views with various issuues related to aging. The presence of youth and middle class people only shows that the media has completely or to a great extent ignored the elderly. However, the elderly comes into the limelight when TV commercials want to portray a negative aspect of aging (Harrington 2014). A wide range of literature review confirms that the mass media has portrayed aging in a very stereotypical manner. A theoretical rationale on media portrayal of aging comes out of ethnolinguistic vitality theory, which has continued to emphasize the important role that the media plays as an element in groups, social influence and strength (Harrington 2014). Political power remains an identifiable figure in the media. The media, especially TV, has represented older adults political power as almost omnipotent. The media has portrayed groups such as AARP in Washington as very powerful, striking fear into legislators with threats of how their older constituents will vote based on senior-related policy issues (Harrington 2014). The AARP undoubtedly does exercise political power in Washington, because it is a respected authority seeking the recognition issues related to the elderly. The organization has the capability of mobilizing a large numbers of seniors on specific issues. However, when it comes to voting, it has been observed that the elderly do not vote as a block. Their voting or political attitudes are very diverse just like those of other groups in the society (Harrington 2014). In conclusion, the modern day media, especially TV, has continued to feature stereotypes that depict the aging through a lens of diminished and a declining value. As a result, the media portrays the elderly as a burden to society. The continued use of stereotype by media through the use of a negative language about aging has shaped, reinforced and made the society reflect or see aging as an undesirable phase in a persons life. Therefore, the presence of a single story or one-sided information about aging in television has distorted the reality of aging. The results of stereotyping have thus affected the entire society including places of work, households and healthcare provision. Buy custom Media's Portrayal of Aging essay

To what Extend can a Measure of National Income (GDP) Give an Coursework

To what Extend can a Measure of National Income (GDP) Give an Indication on How Well a Population is Doing - Coursework Example These assumptions and suggestions from both sides will be analyzed as to which side is actually more capable to justify their stance. David Cameron, the British prime minister, stated at near the end of 2010 that happiness cannot be measured by money and that it was time when the humans gained some maturity and realize that money is not the most important thing in life and there are other factors such as family, culture and relationships which influence the happiness of a person (Stratton, 2010). What Mr. David Cameron and his advisors suggest here that rather than GDP, the Gross National Happiness (GNP) is a more accurate measure of the people’s happiness. The concept of GNH or Gross National Happiness was first introduced in 1972 by the Bhutanese King, Jigme Singye Wangchuck, who coined this term in an effort to ensure that the society was truly happy from inside and not just motivated by money. Research then started on this topic and there were several suggestions which com bined to form the satisfaction and happiness in a person’s life. ... forums, it has been argued that money is not the only contributing factor to wellness and happiness, but they admit that it is one of the most important factors. The argument, that there are more important things in life that contributes to the true development of humans, is based upon the simple observation that the richest countries in the world are not necessarily the happiest. Philippines is not a very rich country and their gross domestic product per capita is considered at around $3500 which makes it clear that there are economies and nations who have much higher GDP per capita than that of Philippines. If GDP would really have been the only contributor in the wellness and happiness of a person, then there would have been much happier nations around than Philippines. However, this is not true because the Filipinos are considered to be one of the happiest nations in the world and they are always smiling around very much satisfied with their life. The main reason of the happiness and satisfaction of their life despite their low GDP is the culture and the presence of their families. Philippines have a very collectivist lifestyle and they like to live with their families and prefer their own culture rather than adopting it from outside their community. When they get this culture, it is only fitting that they are happy in what they have. (Cassandra, 2010) Figure 1: United Kingdom GDP Growth Rate (Trading Economics, n.d.) The figure above, Figure 1, shows the changes in the gross domestic product in United Kingdom in the year 2011. The graph shows that the there were fluctuations in the GDP growth rate throughout the different quarters of financial year 2011-12. However, this does not necessarily means that the happiness and well being of the UK population was also

Evaluation of a Business Code of Ethics Essay Example | Topics and Well Written Essays - 1250 words

Evaluation of a Business Code of Ethics - Essay Example And to manufacture them in a socially responsible way† (IKEA Services, 2004). Locally and globally the company does not hesitate to declare its devotion to values like trust, integrity and honesty. Another plausible statement can be found in IKEA’s Code of Conduct, the IWAY Standard (IKEA Supply, 2008). It is firmly stated there that â€Å"we can do good business while being a good business†. Thus, within the business environment and activities of the company one can find ethical messages like â€Å"better living† and â€Å"socially responsible way† while in its ethical code (the IWAY) the message is about being and doing a good business. The IWAY is based on international conventions and declarations like the United Nations Universal Declaration of Human Rights (1948), the Fundamental Principles of Rights at Work, ILO declaration (1998), the Rio Declaration on Sustainable Development (1992) and the Ten Principles of the United Nations Global Compact (2000). Marcoux (2008) agrees that a â€Å"common approach in international business ethics is to refer to or to construct lists of norms that ought to guide transnational business conduct†. ... ) diversifies these principles by adding the features of a duty-driven ethical system to the code of ethics Following IKEA’s business operating network structure the IWAY is a Code of IKEA directly with its suppliers (contractors). It is about what a supplier should do in the right way. Suppliers are responsible for communicating the content of the IKEA code of conduct to sub-contractors and workers. Relations to applicable law and regulations are at the core center of the subject. Workers or as Ikea familiarly calls them â€Å"co-workers† and managers are not directly addressed. Trade unions are only mentioned, while nothing is related to civil groups and voluntary organization and to religious topics. The development of a company’s code of ethics can be motivated by the sole requirement of life and human experience or by personal moral values and national cultural traditions. Working in favor of social responsibility can be a basic value in the behavior of grou ps and individuals. Prior to the current state of affairs Friedman in his article â€Å"The Social Responsibility of Business Is to Increase Its Profits† (1970) rigorously raises a discussion on the topic of the "social responsibili ­ties of business". He argues that social responsibilities are of the individuals and not of the business. There he reminds about his book â€Å"Capitalism and Freedom† (1962), where the author postulates that "there is one and only one social responsibility of business–to use its resources and engage in activities designed to increase its profits". Amazingly contrasting to this position appear IKEA’s guiding principles for working in the interest of the child, the worker and the environment. Implementation of a Code of Conduct may be driven by international agreements and by