Individual Report (IMC) tools on (Brecon Jazz Festival) Essay

Individual Report (IMC) tools on (Brecon Jazz Festival) - Essay Example The festival was held in 1984 for the first time. Usually the event is held in the first week of August. This year the event would be held on 11th of August. The main objective is the festival is to bring Jazz lovers from various parts of the world. But the significance of the program is actually more than just music, as such events help the nation of Wales to improve tourism and boost economy. It is believed that the difference between a successful event and a not so successful one lies in the essence of good marketing and communication plan. Experts believe that one of the best ways to market an event is through suing all the elements of the communication mix i.e. through integrated marketing communications or IMC. The study looks to focus on the analysis of various elements of the communications mix and the implications of various elements of the communication mix in order to market the event effectively to the target audience (Henry, 2008, p. 89). Literature Review Marketing mix is a set of elements that a company or as a matter of fact any organization can use to its advantage for the marketing purpose. Neil Borden first termed these elements as marketing mix. Later E. Jerome McCarthy reduced the twelve elements to for elements and termed those four elements as the four P’s of marketing. The four P’s of marketing would be product, price, place, promotion. The integrated marketing communication belongs to the 4th P- Promotion. Promotion means to convey the main attributes of the product to the customers. Promotion is mainly used by the marketers to generate demand among the audience. Mainly marketers use the promotional mix or the communication mix to promote a product. The various elements of the promotional mix are Advertisement, Sales Promotion, Public Relation, Personal Selling and Direct Marketing (Kotler, 2001, p. 25). As the business environment became competitive, the marketers felt a need for a more integrated approach towards the mar keting and communication process giving birth to integrated marketing and communications approach. IMC can be defined as an integrative approach to achieve efficiency through synergy. IMC approach involves the application of all communication elements that allows an organization to express itself with one voice and one look (Proctor, 2002, p.121). IMC is a customer centric marketing and communications approach which helps an organization to integrate all the elements of the promotional mix to position and promote a product or business in the market. The American Marketing Association has defined IMC as a concept that identifies the value of a detailed and comprehensive plan that evaluates the key strategic roles of various mediums and techniques of communication to maximize the impact of communication . (Czinzota, Ronkainen, Moffett, Marinova & Marinov, 2009, pp. 423-429). Across the globe there happens to be continuity in the de-regulation in market and emergence of customized segm entation customer tastes and preferences. Therefore IMC has not been an easy process as it had to deal with various internal and external changes such as the rise of the digital medium, consumer empowerment, fragmentation of media, increase in advertisement clutter, etc. Among this the rise of the

Understanding Attitudes and Behavior Essay Example for Free

Understanding Attitudes and Behavior Essay The results support three out of the four hypotheses. The subscales knowledge, affect, intended behaviour and actual behaviour have a significant correlation, that is a change in one generates changes in another. Finding that knowledge is significant could be because the participants are University students and are likely to have a greater depth of general knowledge that the norm. On the other hand having a low knowledge score could be irrelevant to the actual behaviour. This is the conclusion of Maloney et als` study. Another consideration is maybe the hypothesis is wrong; knowledge could be significant in the ecological behaviour of an individual. Maloney et al did not find a correlation but Yule and Knussen (1998) did although to a lesser degree than the other subscales. It might be that it is not the specific knowledge across the spectrum of ecological issues that prompts to action. The items used may have had no relevance in the pro environmental attitude of the participant. Breadth of knowledge may lack significance however having a general, superficial knowledge of the subject or a deep knowledge of a specific area might correlate. In psychology it is generally regarded that knowledge of a subject has no significance with actual behaviour however it is unlikely that one would act to preserve the environment without some knowledge however unclear to prompt to action, especially in areas where recycling involves more effort than separating the items and putting them out for collection. Although there may be a smaller correlation with the other subscales it could be that knowledge is indeed significant but results may be forthcoming only when the inventory tackles the areas the pro-environmentalist is interested in and has a greater knowledge, e.g. a person may decide to recycle because they wish to conserve earths natural resources whereas another may do so because pollution kills. Both may recycle but for different reasons and their knowledge could be in-depth in separate but related areas. Possible behaviour needs a certain amount of knowledge to motivate but knowledge in itself does not necessarily activate behaviour. Ajzen and Fishbein concluded, from their studies, that traditional methods of attitude measurements were flawed but possibly modern attitude and behaviour measurements are also flawed. Perhaps when building the items to be used for the attitude measurement there would be a need to fit the items to particular social groups e. g. lower working class or long term unemployed may not buy environmentally friendly products as they are too expensive for a limited budget. Perhaps their contribution to recycling goes as far as reusing supermarket carriers as nappy sacks, using empty jars for home made jam, buying second hand goods, or using food scraps for humus in the garden but it is still recycling and is not included in CALECOL. Likewise a person with limited finances may have no way to get any items to a recycling point as a lot of local councils do not have collection days for recyclable goods. Their actual behaviour score would be reduced as a result of this biased slant to those that are financially able to buy environmentally friendly products. In the CALECOL Inventory (see appendix ii) there are a few items that may be irrelevant to certain areas of the population and as a result give a distorted score. For example actual behaviour subscale item 4 and intended behaviour item 9 12 mentions politics and environmental issues. Some religions actually prohibit voting for political parties and this item would affect the scoring. Transport difficulties mean taking items to be recycled is not possible for a lot of people(Item 9, actual behaviour. This Inventory is also biased towards the able bodied. Some environmentalists are disabled and unable to get out to clean up, use public transport, deliver leaflets or take items to a recycling point. This highlights the problems with measuring attitudes using inventories. The items used cannot be measured on everyone and therefore gives an unrealistic evaluation of their attitudes and the relationship to their behaviour. Age may affect the scores as most young people live at home and their actual behaviour may largely be under the control of their parents. So they may have the knowledge, strength of feeling and intention to be ecological but lack the means e. g. they will not usually decide which products to buy for the home or whether to recycle items. Age may also be a significant factor in revealing a correlation between the subscales. It would be interesting to find out if say the 18 24 age group subscales scores are significantly lower than the 36 44 age group. The evidence from this small study was that it might be as it was mostly the older members of the class that had the highest scores. This could be because as one ages one might ponder on the consequences of ones actions more. Pollution could be directly affecting their children and parents might want to make a contribution to their offsprings future environment. Another area that could be investigated is location. Do rural areas recycle more than towns or cities? What role does local social norms play in recycling behaviour? Measurement scales could be tailored to suit a particular class of individual, whether grouped by area, social class, disabled etc, to gain a more realistic measurement of their attitude. As attitudes are hypothetical constructs, theories and investigations will continue to be made. Through time, no doubt, measurement scales will grow more sophisticated in their search to accurately measure attitude components and their links with actual behaviour but without tailoring it is unlikely that all the items in an attitude inventory will apply to all participants in equal measure. REFERENCES Ajzen, I. , Fishbein, M. (1982). Understanding Attitudes and Behavior, Theoretical Implications. In J. C. Brigham, L. S. Wrightsman (ED. ), Contemporary Issues in Psychology (4th ED), pp127 137. Monterey, California, Brooks/Cole Publishing Company. Aijzen, I. , Fishbein, M. (1980). Understanding attitudes and predicting social behaviour. Englewood Cliffs, NJ: Prentice Hall. Cited in Zimbargo and Leippe, (1991). The Psychology of Attitude and Social Influence. United States of America, McGraw Hill Maloney, M. P. , Ward, M. O. Braucht, C. N. (1975). A revised scale for the measurement of ecological attitudes and knowledge. American Psychologist, 30, 787-790

Impact of Slavery on a Child

Impact of Slavery on a Child Life of a Slave Child It is hard to imagine growing up in the slave era. With the luxuries that even the poorest of children have in current times, makes the life a slave child even more unbelievable to say the least. A child that grew up as a slave suffered a very brutal, harsh childhood on a number of different levels. Not only was the suffering physical it was also psychological. The psychological far outweighing the physical, in my opinion. From birth to the end of many slaves lives, they often felt powerless, inferior, shame, and perhaps the most damaging psychological effect was the sense of not having family ties and fearing separation from family. Physically, slave children suffered from physical labor at young ages, poor nutrition and sanitation. Often times this conditions lead to many serious if not fatal diseases. Slave children were valued assets to slave owners and were given a monetary value and while some young toddler aged children lived in the masters homes, there lives were far from lux urious. Toddler aged children were often held responsible for taking care of infant children of the master. As they got older, they were responsible for domestic chores, such as, housekeeping, fanning their masters, cooking, etc. and eventually were sent to the fields to work as young teenagers. Growing up in the 1990s and early 2000s this world seems so far from what I ever knew as a child. During play, slave children would create games that would help them deal with their surroundings. They wanted to feel they had some control over the things that were going on around them and teach them how to be adults. Games such as Hide the Switch and Auction were just a couple of the games slave children played to prepare them for the actual beating or selling of a family member. They also did not have manufactured toys. They would create balls to play with out of yarn and old socks. Games also were used as learning tools for slave children that were deprived of education. For example, Hide and Seek was used to learn to count. Several other games were used to enhance verbal usage and ring games were a way of release of emotions a child may be feeling by allowing them to make rhythms. Slave children often hunted and fished as competitive sports, which also allowed them to make their families a little better off, they tended to stay away from games that required someone to lose. Old er children would be on watch to notify the younger children that a master was approaching by singing a song. This is also something children in modern times do, they look out for someone of authority coming but the roles are reversed, the younger children are usually the one watching out. Slave children looked forward to being able to work in the fields. They were at that time allowed to receive some of the same benefits as the adults, such as rations of food and more clothing. This usually happened at around the age twelve. Again, it is hard to image as a child of twelve that I had to go work to receive a full meal or clothes. At twelve, my parents made sure that I had better clothes than them and was never denied food when I was hungry. Not only was it hard being a child during the slave era, it was as equally hard, if not harder, being a parent. While in todays world becoming a parent, regardless of age, is one of the best moments of your life that was not the case with slave parents. Slave parents would deliver their children with bitter sweet emotion as they knew what suffrage lay in wait of their children. This was especially the case with female children. Female children were sexually exploited starting as a very young age. The sexual assaults physically were brutal, not to mention the emotional and mental effects sexual assaults had on female slaves. Children that were conceived in the manner of sexual assault by slave masters and considered mulatto were mistreated on an entirely different level than other slave children and were most likely separated from their mothers because the mistress of the plantation didnt want them around. Fathers had a hard time dealing with being able to protect their families from the harshness surrounding them. When a father did attempt to protect his children, they or he was sold to a different plantation, so in an effort to keep his family together he would stand by and watch injustices done to his family. In my opinion, being able to keep his composure in certain situations made him a better father than by not keeping his composure. Slave owners in justification of working pregnant women in the field and lowering their rations of food where in fact one of the biggest reason that the slave child morality rate was so high. I do not believe that slave owners actually thought that working the fields actually made delivery of a child easier nor do I believe they thought not feeding the mother would lower birth weight of the child. It has often been said that children were resilient and this is proven over and over again with slave children. Children born into slavery learned to deal with there conditions on away no other child has ever had to do. They rose above these transgressions by learning how to read and write, learning racial etiquette, taking personal responsibility for themselves and looking to a higher power to end their suffering. At the onset of the Civil War, women and children slaves sought refuge with the Union while boys as young as ten joined the military to fight in the war. Others such as Frederick Douglas escaped slavery, became educated, and fought for rights of slaves on a national level. The hate slavery generated between black slaves and white slave owners over 150 years ago was so I posit that even after 150 years have passed it is still one of the causes of racial tension in the world today.

the bare sylvia plath :: essays research papers

The Bare Sylvia Plath Sylvia Plath was born in Jamaica Plain, Massachusetts to middle class parents. Her father was domineering and abusive, he passed away when she was eight years old. This was an extremely difficult incident for Plath to deal with. Although Sylvia Plath's career as a poet was a short one, there is quite a difference between her early poetry and the poetry she wrote in the last six months of her life. She had a limited audience, but became more eminent due to her tragic death. Readers are able to find the humanity of her life through the unraveling of her poetry. "Ariel†, was a poem written during Plath's final months. In class we read three poems called â€Å"Morning Song†, â€Å"Daddy†, and â€Å"Event†. Her use of alliteration, slant rhyme, imagery of the horrible and unnatural, and her recurring themes of lost identity or re-created identity are very perceptible in her writing. In â€Å"Ariel† Plath allowed her unique voice and vision to more fu lly surface, compared to her other poetry. The Ariel-period poems of Sylvia Plath demonstrate her desire for rebirth. In Plath’s poem â€Å"Morning Song† she is describing the birth of her second child and the trials of the first night with a new offspring. Usually giving birth is a celebration in most people’s lives, but Plath’s experience was a melancholic and dramatic one. Bilton 2 Throughout the poem readers can pick up on the fear and phobia she is feeling. â€Å"Love set you going like a fat gold watch. The midwife slapped your foot soles, and your bald cry took its place among the elements†. It seems she is trying to accept this occurrence as much as she can, but she is in a fragile state. She describes the baby like a statue in a museum, Plath feels very uncomfortable with the art that she has created. She portrays the baby in a vulnerable state all through the poem, for example when she writes, â€Å"All night your moth-breath flickers among the flat pink roses†. The title â€Å"Morning Song† means the child’s cry in the morning. Plath did not know how to deal with this experience in her life, and she did not approach situations the way mothers typically do. This poem demonstrates how she deconstructed the episode and broke it down to the bare. She gives the reader a glimpse of what a harsh and lonely world she lives in.

Newspaper Essay

A newspaper is a periodical publication containing news regarding current events, informative articles, diverse features, editorials, and advertising. It usually is printed on relatively inexpensive, low-grade paper such as newsprint. By 2007, there were 6,580 daily newspapers in the world selling 395 million copies a day. General-interest newspapers typically publish stories on local and national political events and personalities, crime, business, entertainment, society and sports. Most traditional papers also feature an editorial page containing editorials written by an editor and columns that express the personal opinions of writers. The newspaper is typically funded by paid subscriptions and advertising. A wide variety of material has been published in newspapers, including editorial opinions, criticism, persuasion and obituaries; entertainment features such as crosswords, sudoku and horoscopes; weather news and forecasts; advice, food and other columns; reviews of radio, movies, television, plays and restaurants; classified ads; display ads, radio and television listings, inserts from local merchants, editorial cartoons, and comic strips. History of news paper in India: Newspaper appeared only after the invention of the printing press by Guttenberg. The India Gazette is the first newspaper in India. It was published in 1744, The first major newspaper in India—The Bengal Gazette—was started in 1780 under the British Raj.Arunudoi is the first printed-published magazine in Assam. Definition Newspapers typically meet four criteria: †¢ Publicity: Its contents are reasonably accessible to the public. †¢ Periodicity: It is published at regular intervals. †¢ Currency: Its information is up to date. †¢ Universality: It covers a range of topics. Influence on Public: Newspaper is a means of voicing the public opinion. Various items of news are published in a news paper. All kinds of people read it. Newspapers cater to the needs of various sections of society. A newspaper has great influence on society. It shapes public opinion and influences government policies and decisions. In a democratic society, they play the role of the guardian of the rights of the people. They serve as a link between the government and the people. They raise voice against the cruelties committed on the people. They reflect and mould the public opinions. Influence on lawers, doctors, politician and business-person: Businessmen read newspapers and gather information’s about trade and commerce in the country and abroad. Students and teachers come closer to each other through newspaper. Newspaper serves as a means of teaching and learning. Politicians find newspapers very useful for conveying their political vie to the masses. M.K. Gandhi edited the Young India expressed his views about the freedom of India. Lawyers come to know the cases of social and political injustice through newspaper. They express their opinion about those cases of injustice. . Role of newspaper: Newspapers should be free from bias and partiality. They should not try to satisfy the political party in power. Newspapers should act as a strong opposition to strengthen democracy. Very often, true and honest reporters are tortured, insulted, terrorized and often killed by antisocial. Newspapers are often set to fire before they reach the readers. The newspaper influenced the people and all were united to fight independence. When news of corruption or crime published, the police become active. The Government also pays attention to the news in the newspaper. In case of public grievances, the Government sincerely tries to redress them. Flexibility and popularity of news paper: Moreover, newspapers help in developing reading habits. There are many people who don’t start their daily routine unless they go through the newspapers. There are candidates appearing in the various competitive examinations who regularly read the newspapers to keep themselves abreast of the current affairs. Newspapers have lots of materials to people of various tastes and choices. Even the aged and the ladies read the newspapers everyday as a matter of routine. Newspapers are affordable mass medium. Even people of low income can afford newspapers. The electronic media reflects the reality in uncensored manner which cause a severe damage in humanity and increase crime day by day.But this is purely absent in news paper. Editors and Yellow journalism: Editors are bribed to write the wrong thing. Some politicians vomit their rage against some newspapers which expose their dishonesty. They try to close that newspaper and encourage another newspaper which will be conducive to their interest. At any cost, the editor of a newspaper must be honest and impartial. Freedom of the press is greatly essential. Educative value of news paper: Newspapers have great educative value. Newspapers give us information about the happenings and developments taking place in any part of the world. They provide knowledge and information about things that happened in recent past News paper in Assam: In Assam there are many newspapers today. Amar axom,Dainik Janambhumi,Axomia Pratidin,Dainik Agradut,Sadin,The Purbachal Prahari,Dainik jagaran are some of the Assamese newspapers which are published daily. People also read English newspapers such as The Assam Tribune, the Times of India, the Hindu, the Indian Express, the Telegraph, and the Asian Age etc. Some newspapers have morning edition and evening edition. Sometimes, a particular newspaper is published simultaneously in different parts of the country. Today newspapers are appreciated for the news about sports and films, news about share markets, matrimonial and opportunities. Conclusion: Newspaper is an important object of modern civilization. It is most commonly accepted as a record of the current events.. The circulation of news paper has increased. It has become a mark of civilization. Newspapers are powerful means of communication. They are important medium of mass communication. They are good source of knowledge and information. They are found all over the world. Newspapers are published in many languages. Every morning we eagerly wait for the newspaper to come. Now a days the news paper is become the best and reliable media among the people. Newspapers play prominent role in a democracy. It should be free from the intervention of government. It should be fair in its reporting. Such a role of the newspapers and media is the crying need of the hour. Without newspapers we cannot know about the major events of the world. So we should cultivate a habit of reading newspapers.

Michael Phelps

Michael Phelps was born in 6.30,1985 in Baltimore of the US. Unfortunatly, he got a very terrible and unhappy time in his childhood. His parents always quarreled and quarreled. Little Michael felt so sad,so he put himself into the swimming pool. It seemed to be the only way for him to keep happy. When he was 15 ,Michael competed at the Sydeny Olympics. But the reault seemed a little disappointed. He didn't win a medal. But he never gave up. After that,he swam every day,no Christmas,no New Year,even no brithdays. A famous saying goes†Where there is a will,there is a way. After 4 years training,he did a nice job in the Athens Olyimpics. He got 8 medals. And 6 of them are gold medals. Now he is one of the greatest swimmers in the world. I still remembered what he said after the Athens Olyimpics. He said â€Å"I don't want to be Mark Spitz No. 2 ,I just want to be Michael Phelps No. 1. â€Å"Now he realized his dream. He won 8 gold medals in the Beijing Olyimpics. He broke the wo rld records,he made the history. Of course he made him famous to the whole world.Stephen Hawking has ever said†Life is not fair,so you have to do the best in your own situation. â€Å"Michael sets a very good example to us. Or the dream factory has always been the high standard, the screen exquisite detail, vivid characters vivid, touching story twists and turns, the most important thing is it in the most simple and easy to understand that the way of a token, that is – there is no shortcut to the world and Cheats, the only winning Famen is believe in themselves.This film was absolutely amazing. I have spent hours re-watching various scenes and noticing all the perfection with which they are acted and directed. It's not the violence or action sequences that make this movie so great (although they are well done†¦ ), but rather moments like where Mathilda knocks on Leon's door. It would be so easy to just film the door opening, but instead we see light illuminating N atalie Portman's face, symbolizing something angelic. And the moment has so much more meaning. Michael Phelps Michael Phelps was born in 6.30,1985 in Baltimore of the US. Unfortunatly, he got a very terrible and unhappy time in his childhood. His parents always quarreled and quarreled. Little Michael felt so sad,so he put himself into the swimming pool. It seemed to be the only way for him to keep happy. When he was 15 ,Michael competed at the Sydeny Olympics. But the reault seemed a little disappointed. He didn't win a medal. But he never gave up. After that,he swam every day,no Christmas,no New Year,even no brithdays. A famous saying goes†Where there is a will,there is a way. After 4 years training,he did a nice job in the Athens Olyimpics. He got 8 medals. And 6 of them are gold medals. Now he is one of the greatest swimmers in the world. I still remembered what he said after the Athens Olyimpics. He said â€Å"I don't want to be Mark Spitz No. 2 ,I just want to be Michael Phelps No. 1. â€Å"Now he realized his dream. He won 8 gold medals in the Beijing Olyimpics. He broke the wo rld records,he made the history. Of course he made him famous to the whole world.Stephen Hawking has ever said†Life is not fair,so you have to do the best in your own situation. â€Å"Michael sets a very good example to us. Or the dream factory has always been the high standard, the screen exquisite detail, vivid characters vivid, touching story twists and turns, the most important thing is it in the most simple and easy to understand that the way of a token, that is – there is no shortcut to the world and Cheats, the only winning Famen is believe in themselves.This film was absolutely amazing. I have spent hours re-watching various scenes and noticing all the perfection with which they are acted and directed. It's not the violence or action sequences that make this movie so great (although they are well done†¦ ), but rather moments like where Mathilda knocks on Leon's door. It would be so easy to just film the door opening, but instead we see light illuminating N atalie Portman's face, symbolizing something angelic. And the moment has so much more meaning.

Uncle Toms Cabin essays

Uncle Toms Cabin essays "So you're the lady whose book started this great war." Abraham Lincoln said this to Harriet Beecher Stowe upon meeting her in 1862. This quote shows the great influence the novel had on the minds of its readers and on a nation in turmoil. At the height of racial tension in nineteenth century America, Stowe revealed the sufferings and hardships the slave was forced to endure. Stowe used passionate and sometimes exaggerated thoughts and stories in the book in an effort to prompt abolitionist action. In the novel, Stowe used strong-minded women that sent a message to female readers that they also can take action against slavery. Although Stowe was on the side of the slave, she sometimes exhibited a paternalistic attitude that made her seem somewhat racist. Uncle Tom's Cabin is "profoundly feminist in its implications" because of the opinionated female characters that voiced their beliefs and showed moral superiority over their male counterparts. Stowe established that both wome n and slaves were victims of male domination, and she depicted women in the novel that were led to their abolitionist views by their moral and Christian beliefs. Because of the stereotypes and paternalistic attitude she exhibited, Stowe sometimes seemed racist against the class she was fighting for. At times, Stowe took the viewpoint of the white and looked down on her race. By comparing whites to blacks, Stowe contradicted her main theme of the novel, equality. "It was rather natural; and the tears that fell, as he spoke, came as naturally as if he had been a white man (134)." Stowe referred to many stereotypes of blacks during the era through her descriptions of the slaves. Aunt Chloe was portrayed as the stereotypical slave-woman. "Her whole plump countenance beams with satisfaction and contentment from under her well-starched turban (25)." Topsy was portrayed as foolish because of Stowe's description of her song and dance. "...Spinning round,...

Racism in the media Essays

Racism in the media Essays Racism in the media Paper Racism in the media Paper Similarly, Muharrar (1998) had two findings, through a content analysis of a local TV station, that a) crime is violent and b) criminals are non-black. There are a few reasons for this, as explored by Dixon et al: Crime is first and foremost a staple ingredient of local news. Network news tends to emphasise political and international coverage, and this may reduce the number of perpetrators represented overall. The overall theme of network news is politics and policy, not crime. As a result, when they do focus on crime it tends to be on non-violent and white-collar crime. Their emphasis on whites in a variety of crime roles may be linked to attempt to increase ratings given the racial majority of white people in the US. Editors of network news may also use whites more often because this imagery is more comfortable and intriguing to the white audience. Fictional vs. Reality-based TV shows A second interesting finding was from Tamborini et al (2000). It showed how African Americans are portrayed more negatively in reality-based police shows/televised news/newspapers than in fictional programmes about crime. For example, reality-based shows are more likely to present African Americans as poorly-dressed, handcuffed, more physically threatening and nameless. 93% of robbery suspects featuring in a local newspaper were African American and more than 80% on local TV newscasts. Whites are also mostly cast as officers in this genre. It is suggested that these programmes encourage racial hostility, formation of ethnic stereotypes and fear of African Americans. In contrast, fictional programmes depict whites as criminal suspects more often than minorities. African-Americans also represent 10% of all perpetrators on television. The limitation of minorities in these roles on fictional programmes suggests that the favourable portrayal of Blacks in these minor roles does not pose a threat to the white man on television. Prior Research vs. Modern Research A few of the articles found disparities between prior research and their own research on the topic. For example, Sabo et als study (1995) on televised sporting events previous research on the topic had shown that televised sport reinforced African American stereotypes as less intellectual, described them commonly in physical terms and generally portrayed them in a negative light, in comparison to white athletes. However, their study discovered that a conscious effort was made by commentators to avoid prejudicial treatment of minority athletes and instead produce a balanced multi-cultural atmosphere. Commentators almost never mentioned race. They also found that Blacks were least likely to receive negative comments out of all nationalities. Overall, no significant differences were yielded in the number of positive evaluations by race and ethnicity. Similarly, as Gilens (1996) argues, most studies examining the proportion of ethnic or minorities appearing in news coverage found that blacks were under-represented in all areas of news media. His study however, showed that US newsmagazines grossly over-represented African Americans as poor people. Overall, they made up 62% of poor people pictured in stories, over two times their true population of 29%. Another example is Bowen and Schmid (1997), who based their study of advertising in magazines. Previous research showed that that the use of Asians and Hispanics was very small and in decline. However, there study discovered that (in one section based on 5 ads) Hispanics had more major roles than Black and Asian models in mixed-ethnic ads. TV advertisements vs. Magazine advertisements Differences could undoubtedly be identified between portrayal of minorities in TV advertisements and magazine advertisements. Mastro Stern (2003) found in their study of TV commercials the use of models went in this order white, then Black, Asian, Latino, Native American and finally other. However, Bowen and Schmids (1997) similar study of magazine ads found the use of Asian and Hispanic extremely limited Asians decreased from 2. 5% to 1. 8%, and Hispanics decreased from 1. 5% to 0. 6%. This decline in use of Asians highlights differences between the considerable use of Asians in TV commercials and the decline in their use in magazine advertisements. Also, Mastro Stern found that Blacks were portrayed more diversely and at true rates to their population, indicating an incline in use of Blacks. However, Bowen Schmid found that although there has been an increase in the use of Blacks in magazine advertisements, it still tends to be stereotypical and depicting them as athletes, and blues/jazz musicians thus showing that magazines tend to hinder their flexibility in roles, unlike television which appears to portray them more diversely. However the two articles did have a similar finding Mastro Stern found that blacks, whites and Latinos were usually seen in advertisements not at work and Asians were usually found at work. Bowen Schmid found that Blacks were usually represented in ads regarding finance/insurance, but more significantly, in ads for automobile and travel. Automobile and travel ads usually project images of driving, travelling or holidaying and this backs up the former argument that black people are not represented working in any advertisements, Also, despite infrequent use of Asians in magazine ads, Bowen Schmid highlighted one ad in which an Asian model was working as an air hostess, again backing up the finding that Asians are represented at work in advertisements. We must combat exclusion and work towards a media landscape that corresponds more to the multi-cultural and pluralistic realities in Europe (Ouaj, 2000). All writers and theorists offer similar solution processes to tackle the problem of racism in the media. A lot of emphasis was placed upon the importance of the relationship the media have with their audiences. Ferguson (2000) emphasises throughout his article that deconstructing racism is not only the possibility if the media but also the responsibility of the medias fluctuating and travelling audiences. He instructs media audiences to develop our abilities as analysts of media messages, develop our skills as active citizens in democracies, and combine a development of our understanding of media representations with a willingness to exercise our democratic and consumer rights. Husband (2000), on the other hand, sees it as primarily the responsibility of the media industry to take initiative and incorporate new media groups to represent minorities. The essential element in any model of a polyethnic media environment, he says, must be the presence of a wide range of autonomous minority ethnic media that are capable of adequately portraying the interests of ethnic minorities. On top of this, he suggests the implementation of complementary media which actively aim to promote dialogue across certain boundaries. Van Dijk (2000) emphasises the need for a conscious effort to promote high-quality, objective journalism. He uses the example of the Inetrnational Federation of Journalists in Brussels, where they set up a commission composed of experts to monitor ethnocentrism, xenophobia and racist prejudices in the media. Journalists who distinguish themselves by excellent multicultural practices though reporting or programme-making receive a prize. Such procedures would indeed encourage good practices and standards of excellence among young journalists in particular. Racist and the mass media most of the time are intertwined phenomena (Oauj, 2000). Minority figures have, for too long, been denied professional access to the industry. Whether the exclusion lies with the absence of on-screen minority characters, or if it lies behind the scenes in production and management, this is racism in its purist form. The industry is not only sacrificing its own integrity, but also sacrificing good opportunities to integrate high-qualified, intelligent journalists of ethnic descent into their production processes. Advertisers also must take initiative. They must look beyond the young, white, middle-class audience and branch out to the vast amount of minorities who are just as capable as white people of purchasing consumer good and avail of consumer services. Taken altogether, the spending power of African Americans, Hispanics and Asians equals $395 billion. Surely, someone can see an opportunity to cash in on the tastes and spending capabilities of these large communities. Minorities read mainstream magazines and buy mainstream products. Its time they received mainstream treatment. (Bowen Schmid, 1997) Responsibility must be taken and inroads must be made. Media professionals must learn to adopt and enact recognised professional standards of quality, fairness, balance and social responsibility. They must disregard our style and standard that serves only to eliminate people outside their convention. Such fair standards and practices have become particularly important if the media are to play a positive role in the development of multi-cultural societies, who respect human rights of minorities. This is the month that Ireland celebrated the EU Presidency, and the government have promised to welcome 10 new states to the EU by encouraging and promoting multi-culturalism, ethnicity and nationality throughout the nation. The media, one of the prominent cornerstones of our democracy, must also abide by this promise and learn to incorporate ethnic communities in our interests and experiences and vice versa. BIBLIOGRAPHY Bowen, L. Schmid, J. ; 1997; Minority Presence and Portrayal in Mainstream Magazine Advertising: An Update; J MC Quarterly; Vol. 74, Issue 1, pg. 134-146 Dixon, T. L. , Azocar, C. L. Casas, M. ; 2003; The Portrayal of Race Crime on Television Network News; Journal of Broadcasting Electronic Media; Vol. 47, Issue 4, pg. 498-523 Ferguson, R. ; 2000; The Potential Role of the Mass Media in Deconstructing Racism; Media Development; Vol. 0, Issue 2, pg. 20-22 Gilens, M. ; 1996; Race and Poverty in America: Public Misperceptions the American News Media; Public Opinion Quarterly; Vol. 60, pg. 515-541 Husband, C. ; 2000; Beyond contesting racism: Imagining the Polyethnic Media Environment; Media Development; Vol. 0, Issue 2, pg. 11-14 Jackson, J. ; 2000; Anything But Racism; Fairness Accuracy in Reporting Website; fair. org/extra/0001/tv-racism. html Mastro, D. E. Stern S. R. ; 2003; Representations of Race in Television Commercials: A Content Analysis of Prime-Time Advertising; Journal of Broadcasting Electronic Media; Vol. 47, Issue 4, pg. 638-647 Media Awareness Network; 2004; The Economics of Racial Ethnic Stereotyping; mediaawareness. ca/english/issues/stereotyping/ethnics_and_minorities/ minorities_economics. cfm Mertens, S. ; 2000; Everyday Racism and the Importance of a Cultural Paradigm; Media Development; Vol. 0, Issue 2, pg. 27-31 Muharrar, M. ; 1998; Media Blackface: Racial Profiling in News Reporting; Fairness Accuracy in Reporting Website; fair. org/extra/9809/media-blackface. html Ouaj, J. ; 2000; More Colour in the Media; Media Development; Vol. 0, Issue 2, pg. 6 Sabo, D. , Jansen, S. C. , Tate, D. , Carlisle-Duncan, M. Leggett, S. ; 1995; The Portrayal of Race, Ethnicity and Nationality in Televised International Athletic Events; Amateur Athletic Foundation of Los Angeles; aafla. org/9arr/ResearchReports/ResearchReport4_. htm Seneviratne, K. ; 2000; Migrants, Racism the Media a Perspective from Australia; Media Development; Vol. 0, Issue 2, pg. 17-19 Tamborini, R. ; Mastro, D. E. ; Chory-Assad, R. M. ; Huang, R. H. ; 2000; The Colour of Crime and the Court: A Content Analysis of Minority Representation on Television; J MC Quarterly; Vol. 77, Issue 3, pg. 639-653 Van Dijk. T. A. ; 2000; Media, Racism Monitoring; Media Development; Vol. 0, Issue 2, pg. 7-9

Analysis on marketing channels issues Essay Example | Topics and Well Written Essays - 2000 words

Analysis on marketing channels issues - Essay Example This paper will focus on Coles supermarket and its marketing channel, as a retailer in Australia’s supermarket sector. Australia is one of the countries that have the most concentrated supermarket sectors in the whole world and the practises of the two major supermarkets (Coles and Woolworths) that have characterized the sector as a duopoly. Over the past decade, several shifts have occurred that have shown an evolving consumer consciousness and a discontented supermarket sector (LaFrenz,  2014). The lack of competition among the retailers in the supermarket sector has reduced the incentives to keep prices at a considerably low level for consumers. The two supermarkets have the opportunity to wield substantial buyer power that has resulted in lower prices that are paid to the suppliers. The quality of products has also become an issue and the rise of private labelled goods, for instance milk, has become an issue of concern to suppliers and other retail competitors in the retail market. As such, the two supermarkets have been subjected to an ideological opposition that has caused public campaigns t o prevent their entry into different towns and suburbs (Rural Industries Research and Development Corporation, 2010). This represents some of the issues that the two supermarkets have to deal with in terms of their market channels (LaFrenz,  2014). Coles supermarket, commonly referred to as Coles, was established in 1914 in Victoria, Australia. It has over 700 stores in the country and employs more than 100,000 employees in its business. It controls about 80 percent of the Australian supermarket sector along with Woolworths supermarket. It has revenue of approximately $32 billion and an operating income of about $2 billion. It operates under its parent company known as Wesfarmers. The role of Coles Supermarket chain as a retailer is to interpret the demands of the

Women in American culture Essay Example | Topics and Well Written Essays - 750 words

Women in American culture - Essay Example The various generations of women that persisted at the time began to see a gap because younger women were full of fresh energy and good vibes and wanted independence from the clutches of the patriarchal society that they lived within. In short, women yearned for a personal identity of their own and were finally able to get it. They began to have successful careers as well as flourishing families, in tune with the capitalistic spirit of the era. The First World War had allowed women to enter the industrial field and begin working in different factories and producing wartime goods. This change also saw a change in fashion because women took to wearing shorter, more comfortable and manly clothes. They adorned scarves, trousers and blouses and gave away their tight fitting corsets and long flowing gowns because they hampered work and productivity. At this time, designers like Coco Chanel began to pave the way for a new look for women; this soon became a part of a new movement as women we re interested in looking pretty, but not becoming slaves to their male counterparts at the same time. They took to fashion like a moth to a flame as they began to dress themselves in a very casual yet independent manner in order to make themselves feel good.Young women began to take claim of their own bodies and became part of the sexual liberation movement. They began to read secretly and understand the works of authors like Freud and Ellen Key. This helped to spark their sexual thoughts and provided them with a new meaning to life. They began to fight for their right to education and began taking on activities like dance, drama and music. Women began attending dance clubs and taking music as a career and they taught the world that these were not merely frivolities but beautiful talents that could be harnessed and shown to the world. (Woloch, Nancy.) Thus, in the ways mentioned above, most women changed as time changed and gained their own identity; it was not easy for them to break away from their husbands, fathers and brothers however they knew they had to, and they did it. They became a part of the changing pop culture that persisted in America at the time and gave something to their future generations to look forward to. The role of women went from simply nurturing children at home to being a part of music, movies, dance and fashion. As time passed women began to perfect other sources of life and took to arts which included things ranging from

Fighting Violent Religious through Self-Governance and Economic Research Paper

Fighting Violent Religious through Self-Governance and Economic - Research Paper Example Both air and ground bombardments of the extremist groups and toppling of the extremist regimes like the previous Saddam Hussein government have failed in ending religious extremist violence. This paper will discuss the origins of the extremist groups and offer solutions to ending religious extremist violence (James and Mason 10). II. Background and history of religious extremism Unlike the popular beliefs, religious extremism and violence is not an element of any religion. Although Islam religion has Jihad, the religion prohibits the use of violence and terrorism. The root cause of religious extremism is false radical doctrines that cause frustration and anger among the extremists. Religious extremist groups are willing to use violence to maintain the status quo. Unfortunately, America has numerous hate groups and religious extremists that are always willing to use violence to achieve their terrorism objectives. Religious extremist groups make powerful denunciation of people with dif ferent lifestyles and dehumanize the non-believers in their religion. These groups make idealizations of past eras and devalue the events of the world since they intensely focus on life after death. These groups try to maintain the traditional roles of women and use violence to those who disagree with their beliefs. One common belief of all religions is the purpose of preservation of human life and living according to the will of God. Islam is committed to attaining peace through commitment to God’s will. Muslim Brotherhood, the most influential political organization in the Muslim world, has embraced radical ideologies by asserting that the Arab world is currently corrupted by Western influences. Modern Islamic extremist groups include Hamas, Hezbollah and Al-Qaeda. Islamic extremist has been triggered by the US occupation of Iraq, the globalization of the Western culture and the ongoing Palestinian-Israel conflicts where countries dominated by Christianity beliefs are suppo rting Israel in the occupation of the contested regions (James and Mason 40). Christian extremist groups also exist with the objective of using violence against members of other religions in order to transform the US to a biblical law government. Christian extremists groups have in the past used violence against citizens who live against the biblical teachings like gay people, pro-abortion groups and stem cell researchers. The goal of the Christian extremist groups is to impose their moral values in the US constitution and eventually create a â€Å"Christian America† that is ruled by Christianity beliefs and teachings. The aftermath of the Holocaust that claimed the lives of more than 6 million Jews led to the formation of Jewish religion extremist groups. The clash of cultures and faith between the extremist Muslims and extremist Christians has threatened the global peace since numerous terrorism attacks have been facilitated by the extremist groups. Islamic extremist groups have the objective of dismantling democratic governance and capitalist ideas and replace them with communist values. The return of the Palestinian State to Muslims and the total destruction of Israel is one of the objectives of religious extremism in the Israel-Palestinian crisis. Religious extremism is a part of the greater social problems experienced in the society. Historically, Islam religion was peaceful due to excellent living conditions and flourishing economies. Christians

Case Analysis Essay Example | Topics and Well Written Essays - 1500 words - 3

Case Analysis - Essay Example The new name of the company uses the first two letters of the original name of the company according to its mission statement of 2009. The company dealt with paper cone, which was used to hold yarns in the textile industry as its first product but later advanced to including various other products. The company engineers invented many other different processes that helped in the production of these different cones. An illustration is the automated engineering of the cones. It was this automated manufacturing that gave Sonoco a competitive advantage over its rivals in the industry thus becoming the leading manufacturer of cones in the United States ("Strategy for Growth," n.d.). The company manufactured plastic T-shirt and grocery sacks that were common in the supermarkets and other retail stores. According to International Directory of Company Histories, 1994, the company made Ultra seal, a shutting device for Crisco shortening cans that got rid of the need for a container opener. Son oco grew up to become the leading packaging company in the world by the year 2000. Its revenues had grown to $2.6 billion brought about by the production and sale of consumer and industrial packaging. According to Thomas, Groysberg & Reavis, the companys employee base had enlarged to 17,300 employees working in 285 processes in 32 different countries. They served customers in 85 countries with an extensive collection of manufacturing and customer packaging solutions. Moreover, the company manufactured just about all of its paperboard, using just about two million tons of collected paper annually (Taylor, 2005) As time went by, the company has sustained growth with new processes from place to place, diversifying its product line. The company now deals with cardboard, aluminum cans, plastic, flexible packaging which has made it one of the most profitable company in the world. Nevertheless, as the company

Japan country risk analysis Assignment Example | Topics and Well Written Essays - 2000 words

Japan country risk analysis - Assignment Example Indeed, the market has experienced a growth rate of 2.8% at the end of 2012 that has been stimulated by domestic consumption (Global Edge, 2013). This is as shown in the graphical representation from IMF below. Source (IMF, 2012). Source (IMF, 2012). Consequently, this reflects that the domestic demand of commodities is expanding positively to enhance the sales for organizations operating in Japan. This means that Japan is a vital place for multinationals to locate since it is able to enhance their sales revenue due to the rising local consumption that is currently experiencing shrinkage in many countries worldwide. Indeed, a market population of 127.8 million coupled with the rising private demand in the market, Japanese market promises to be the best destination in the global market for multinationals. However, the deflation or the fall in prices in the market (0.3%) as indicated in the table above has threatened the savings in the economy that is vital in promoting the availabilit y of credit for the investors intending to set up new or expend businesses in Japan. Nevertheless, the proposal by the government to increase the consumption tax has seen the households opting to save more which has pushed the saving to 6% currently form the previous 2.2% on their disposable income (S$P, 2011). Thus, the credit market is experiencing a rising deposit to enable foreign investors to acquire credit to set up their business. Furthermore, the economic strength of Japan is one of the crucial factors that make the country one the best attractive destination for multinational organizations globally stimulating a concrete trade surplus (SEB, 2012). Owing to the surplus and steady balance of payment structure, the country is experiencing a reserve level that is the... In assessing the viability of locating or starting a business in a foreign country, a country risk analysis is vital in allowing investors to identify associated risks or opportunities that might affect the business in future. This is because a country risk analysis undertakes an in depth investigation on the economic, political and social factors that affects the financial and strategic derailment to the firms in realizing their business objectives (Wagner, 2012). This helps the investors in realizing the profitability and sustainability of a business they intend to start in a given country. The country risk analysis of Japan shows that the country has a mixed signs of attractiveness to multinational organization intending to expand their international territory. This is shown by its favorable economic risk rating due to its economic environment the country offers to prospective multinational firms. In contrast, the political risk depicts a negative environment due to the current political tensions surrounding the future stability of the country. Furthermore, the aging population of Japan reveals a destination that may be expensive in acquiring an effective and efficient work force. However, the education system of Japan has the capacity of producing the best effective and efficient work force in the global market. Nevertheless, Japan has shown that it is capable of supporting the profitability and survival of multinationals even after tragic series of events. This means that Japan offers a good destination for multinational firms seeking to expend their international te rritory operation.

The Honor Code by Kwame Anthony Appiah Term Paper

The Honor Code by Kwame Anthony Appiah - Term Paper Example But in contrast to the emotions of love and hatred, which just changes the relationship between two individuals, honor has the capability to ignite revolutions and change the face of society altogether. Through the ages, honor has been a driving force for change. Immoral customs have prevailed through generations, even though they faced opposition from morality, reason or religion. But when honor was brought into the equation, these practices were completely eradicated. This is the topic that Kwame Anthony Appiah, one of the most renowned philosophical writers of today, chose in his book ‘The Honor Code’. In his book, he portrays 3 such immoral customs in grim detail and shows how they were considered to be a status symbol in society. This concept of honor inspires people to act, sometimes in ways we find laudable and other times in ways we abhor. In his book, Appiah take 3 such examples and explains in each case how honor started a revolution that was ultimately the cau se of abolishment of immoral acts. The first example took place in Britain. For centuries gentlemen belonging to the aristocratic society of the Great Britain used to settle their difference by duelling to death. Appiah recounts one of the most well known duels in the British history, that which took place between the Duke of Wellington and the Earl of Winchilsea in 1829. He describes how duelling was as customary in the aristocratic British society, as having tea. In those days, fighting to death was the easiest way to determine which individual out of the two was telling the truth. When this custom started descending into the lives of the common man, that was the time when the aristocratic high society British started finding this act a little too abhorrent to keep practicing. The second example that Appiah describes in detail is the fast-forming social consensus against slavery that gave birth to a moral revolution across the British Empire, ultimately abolishing slavery for good . The third example of how honor gives birth to a moral revolution is shown in the foot-binding custom that was carried out in China for centuries. This is the particular example from The Honor Code that has been discussed in detail in this paper. The customary practice of foot-binding was carried out through centuries in China. This practice had most probably originated in the early Song dynasty and was adopted by the elite households of China. Little girls were made to bind their feet so tight that it would permanently damage their structure and cease growth. There were many reasons for this practice, but the most prominent one was that feet bound women represented the elite class of the society who were completely free from manual labour. This elite social status was not only enjoyed by women, but also uplifted the status of their men who could afford women who did not have to work and solely existed to serve their men and direct the household activities. The women took great pri de in their feet which had achieved the desired ‘lotus shape’. This shape was the result of brutally binding the feet in such a fashion that it practically broke the bones of the toes and the arch of the foot and shrunk it down to size that was just 7-9 centimetres from the toes to the heel. As mentioned earlier, women with bound feet only belonged to the elite class of the Chinese society. They would use expensive silk wrappings and embroidered silk slippers to cover their feet. For the men, having a wife who had ‘Lotus feet’

Case Analysis Essay Example | Topics and Well Written Essays - 1500 words - 3

Case Analysis - Essay Example The new name of the company uses the first two letters of the original name of the company according to its mission statement of 2009. The company dealt with paper cone, which was used to hold yarns in the textile industry as its first product but later advanced to including various other products. The company engineers invented many other different processes that helped in the production of these different cones. An illustration is the automated engineering of the cones. It was this automated manufacturing that gave Sonoco a competitive advantage over its rivals in the industry thus becoming the leading manufacturer of cones in the United States ("Strategy for Growth," n.d.). The company manufactured plastic T-shirt and grocery sacks that were common in the supermarkets and other retail stores. According to International Directory of Company Histories, 1994, the company made Ultra seal, a shutting device for Crisco shortening cans that got rid of the need for a container opener. Son oco grew up to become the leading packaging company in the world by the year 2000. Its revenues had grown to $2.6 billion brought about by the production and sale of consumer and industrial packaging. According to Thomas, Groysberg & Reavis, the companys employee base had enlarged to 17,300 employees working in 285 processes in 32 different countries. They served customers in 85 countries with an extensive collection of manufacturing and customer packaging solutions. Moreover, the company manufactured just about all of its paperboard, using just about two million tons of collected paper annually (Taylor, 2005) As time went by, the company has sustained growth with new processes from place to place, diversifying its product line. The company now deals with cardboard, aluminum cans, plastic, flexible packaging which has made it one of the most profitable company in the world. Nevertheless, as the company

The Honor Code by Kwame Anthony Appiah Term Paper

The Honor Code by Kwame Anthony Appiah - Term Paper Example But in contrast to the emotions of love and hatred, which just changes the relationship between two individuals, honor has the capability to ignite revolutions and change the face of society altogether. Through the ages, honor has been a driving force for change. Immoral customs have prevailed through generations, even though they faced opposition from morality, reason or religion. But when honor was brought into the equation, these practices were completely eradicated. This is the topic that Kwame Anthony Appiah, one of the most renowned philosophical writers of today, chose in his book ‘The Honor Code’. In his book, he portrays 3 such immoral customs in grim detail and shows how they were considered to be a status symbol in society. This concept of honor inspires people to act, sometimes in ways we find laudable and other times in ways we abhor. In his book, Appiah take 3 such examples and explains in each case how honor started a revolution that was ultimately the cau se of abolishment of immoral acts. The first example took place in Britain. For centuries gentlemen belonging to the aristocratic society of the Great Britain used to settle their difference by duelling to death. Appiah recounts one of the most well known duels in the British history, that which took place between the Duke of Wellington and the Earl of Winchilsea in 1829. He describes how duelling was as customary in the aristocratic British society, as having tea. In those days, fighting to death was the easiest way to determine which individual out of the two was telling the truth. When this custom started descending into the lives of the common man, that was the time when the aristocratic high society British started finding this act a little too abhorrent to keep practicing. The second example that Appiah describes in detail is the fast-forming social consensus against slavery that gave birth to a moral revolution across the British Empire, ultimately abolishing slavery for good . The third example of how honor gives birth to a moral revolution is shown in the foot-binding custom that was carried out in China for centuries. This is the particular example from The Honor Code that has been discussed in detail in this paper. The customary practice of foot-binding was carried out through centuries in China. This practice had most probably originated in the early Song dynasty and was adopted by the elite households of China. Little girls were made to bind their feet so tight that it would permanently damage their structure and cease growth. There were many reasons for this practice, but the most prominent one was that feet bound women represented the elite class of the society who were completely free from manual labour. This elite social status was not only enjoyed by women, but also uplifted the status of their men who could afford women who did not have to work and solely existed to serve their men and direct the household activities. The women took great pri de in their feet which had achieved the desired ‘lotus shape’. This shape was the result of brutally binding the feet in such a fashion that it practically broke the bones of the toes and the arch of the foot and shrunk it down to size that was just 7-9 centimetres from the toes to the heel. As mentioned earlier, women with bound feet only belonged to the elite class of the Chinese society. They would use expensive silk wrappings and embroidered silk slippers to cover their feet. For the men, having a wife who had ‘Lotus feet’

Blood Case Study Essay Example for Free

Blood Case Study Essay 1. A) The primary disorder of this person is Hemolytic Anemia. That is when the bone marrow is unable to produce more red blood cells to make up for the ones being lost. There are more being destroyed faster and the bone marrow can not keep up. http://www.nhlbi.nih.gov/health/dci/Diseases/ha/ha_whatis.html B) The cause of the leukocytosis is that there is an increase in the production of white blood cells and in this case it is the level of lymphocytes that are elevated. The bone marrow is making too many white blood cells. There is an abnormality in the bone marrow concerning the production of white blood cells and too many are released in the blood. http://www.medindia.net/education/familymedicine/Leukocytosis.htm C) The cause of the thrombocytopenia is due to a low platelet count. The bone marrow is making enough platelets to keep up with the ones being lost. http://www.netdoctor.co.uk/diseases/facts/thrombocytopenia.htm D) The cause of anemia is due to a decreased red blood cell production by the bone marrow. The red blood cells are being destroyed faster than the bone marrow can replace them. The bone marrow is being over exerted. 2. Cephalosporin is used to treat infections caused by bacteria. She will exhibit her skin bruising easily, fatigue, nose bleeds and general weakness http://www.nhlbi.nih.gov/health/dci/Diseases/thcp/thcp_signs.html 3. People with advanced kidney disease commonly become anemic because the kidney’s produce EPO(Erythropoietin) which helps the bone marrow make red blood cells. When they are diagnosed with kidney disease the kidney’s do not make enough EPO and therefore the bone marrow makes less red blood cells causing anemia. http://kidney.niddk.nih.gov/kudiseases/pubs/expect/ 4. A decrease in plasma protein would cause swelling in legs, loss of appetite, excessive urination, headache and jaundice of the skin. A disorder that could cause these effects would be liver disease. 5. The kidney’s are used to regulate blood volume and also the hematocrit. Restricted blood flow will cause an increase in the hematocrit. Low blood pressure causes an increase in hematocrit. 6. Total bilirubin would be increased in a person that has liver damage. 7. The type of white blood cell that would be in great numbers in an infected cut would be a neutrophil. They are produced in the bone marrow. They are fast acting and arrive at the site of an infection within a hour. They kill pathogens by phagocytosis. http://coloncancer.about.com/od/glossary/g/neutrophils.htm 8. Leukocytes also known as white blood cells would be elevated in a person who is combating a virus. Leukocytes defend your body against infections. http://www.buzzle.com/articles/leukocytes-white-blood-cells.html 9. Vitamin K aids in blood clotting. Prolonged use of antibiotics can kill the bacteria in the intestines and cause a deficiency in vitamin K. A vitamin K deficiency can lead to bleeding. http://www.umm.edu/altmed/articles/vitamin-k-000343.htm 10. Having few megakaryocytes would reveal that this person is likely to be having a low platelet count resulting in anemia. 11. Fetal hemoglobin is able to bind to oxygen with greater liking than adult. The fetus has better access to oxygen from mother’s blood. Fetal hemoglobin last about 6 months after the child is born and is taken over by adult hemoglobin. http://en.wikipedia.org/wiki/Fetal_hemoglobin 12. Febrile non-hemolytic reaction is most common. It is usually caused by cytokines. It is associated with fever and there is no real lasting side effects. Acute hemolytic reaction is a real serious emergency. It occurs when the person is destroying the donors red blood cells. It is usually caused by giving wrong blood during a transfusion. http://en.wikipedia.org/wiki/Transfusion_reaction 13. When a Rh negative person is first exposed to Rh positive blood a first time the body builds antibodies like it is something foreign. The second time the person is exposed to Rh positive blood the body is going to attack it. It has built up antibodies against the Rh factor. http://mmcenters.discoveryhospital.com/main.php?id=2093 14. My diagnosis is that she has Cushing’s Disease. There is a tumor in the pituitary gland. The tumor is caused by the adrenal glands, which are making too much of the hormone cortisol. http://familydoctor.org/online/famdocen/home/common/hormone/623.html 15. 1) The primary disorder of this person is Iron Deficiency Anemia. There is too little iron in the body. 2) The ferrous sulfate and ferrous gluconate is necessary because it is a type of iron. It will help the body get back to its normal limit of iron. 3) Some dietary suggestions would be to eat fish, meat mainly liver, fortified cereals and bread because they are all good sources of iron. http://l3.leukemia-lymphoma.org/attachments/National/br_985716044.pdf 16. 1) The disorder of this person is polycythemia Vera. If the EPO levels were increased it would indicate something else and if the arterial oxygen level was high it would indicate something else as well. 2) Phlebotomy will help correct this problem because by removing so much blood over a course of time it will reduce the number of red blood cells and reduce the blood volume so blood can function normal. 3) Myelosuppressive therapy may be needed because phlebotomy may not be enough to correct the problem. The bone marrow’s ability to make red blood cells is being suppressed. 4) The BUN and Creatinine rule out renal or kidney failure. 5) Albumin, ALT, AST, and Bilirubin indicate possible liver problems. http://www.mayoclinic.com/health/polycythemia-vera/DS00919 April Trotter BIO 169 Blood Vessel Histology 1) An artery is an elastic and muscular blood vessel that carries blood away from the heart. There is one exception, the pulmonary artery carries deoxygenated blood to the lungs so they can get oxygen ad remove carbon dioxide. Blood is delivered to the arterioles and capillaries trough the systemic arteries. There are three types of arteries. The elastic artery which allows the arteries to stretch. The muscular artery is the most common. There are little or no elastic fibers. They are very strong but not flexible. The arterioles are the smallest of the arteries. They are very important in blood pressure control. The aorta is an elastic artery and is the largest artery in the body. It delivers blood to all parts of the body. The aorta is divided into five sections the descending, ascending, aortic arch, thoracic aorta and the abdominal aorta. http://www.britannica.com/EBchecked/topic/36874/artery 2) The capillaries are the smallest blood vessels. They have only a tunica intima. They are very fragile and easily destroyed. They have no smooth muscle. The continuous capillaries are the strongest and do not leak. They are found mostly in muscle. Fenestrated capillaries are found in the kidney, pancreas and intestine and are leaky. Sinusoidal capillaries are very leaky and have many pore openings. They are located mainly in the spleen, liver and bone marrow. http://en.wikipedia.org/wiki/Capillaries 3) The vein carry blood toward the heart. Veins act as a blood reservoir. There is a low pressure in the veins and they have a thin wall. There is a muscular pump which the veins are placed between skeletal muscle. When the vein is squeezed blood is returned to the heart. The respiratory pump involves the diaphragm. Vein consist of three parts. The tunica externa which is made up of connective tissue and nerves. The tunica media is composed of smooth muscle and the tunica intima is composed of simple squamous. Veins also have valves to prevent blood from flowing the wrong way. http://www.blobs.org/science/article.php?article=54#4 4) The arterioles are the smallest of the blood vessels. They extend from an artery and lead to a capillary. They have only little muscle mass and contain smooth muscle. They carry blood away from the heart as well. They are very important in blood pressure regulation. They change size to keep up with the flow of blood. http://highbloodpressure.about.com/od/highbloodpressure101/p/circ_art3.htm 5) Atherosclerosis is when plaque build up inside an artery and causes a blockage. It is caused by damage to the endothelium. Cholesterol starts to stick, smooth muscle grows abnormally, calcium starts to stick and gets stuck in plaque causing it to get hard. The plaque can rupture and cause blood clots. If the plaque breaks it can move in the blood and cause a heart attack or a stroke depending on where the blockage is. It is a slow progressive disease. http://www.americanheart.org/presenter.jhtml?identifier=4440

Cardiac Activity and Ventricular Tachycardia (VT) Waveform

Cardiac Activity and Ventricular Tachycardia (VT) Waveform Lachlan Donnet-Jones Sudden cardiac death (SCD) is one of the leading causes of mortality in Australia. One of the primary causes of SCD is cardiac dysrhythmias, such as, Ventricular Tachycardia (VT). The most effective treatment for life-threatening cardiac dysrhythmias is defibrillation. This essay will examine the relationship between cardiac activity and the Ventricular Tachycardia (VT) waveform, and discuss how defibrillation may terminate this dysrhythmia, allowing the heart to return to a normal rhythm. The typical healthy adult heart will have a resting heart rate of between 60 and 100 beats per minute (Saladin, 2011). When the heart beats abnormally fast, it pumps less effectively, which decreases the level of perfusion to the tissue of the body, including the heart itself. This rapid heart rate increases the hearts muscle tissues (myocardium) demand for oxygen, and without intervention, can lead to the death of myocardial cells, which is known as a Myocardial Infarction (MI) (Huazers, 20). Each year in Australia approximately 55,000 people suffer a heart attack, or an Acute Myocardial Infarction (AMI). This is equal to 150 heart attacks per day or one in every 10 minutes (Heart Foundation). The Australian Bureau of Statistics reported that over 350,000 Australians will suffer an AMI at some point in their lives (ABS, health survey). In Trappes’ 2012 research article, Trappe notes that there is no single factor that causes an AMI, it is a multifactorial problem, however, approximately ninety percent of AMI’s are caused by tachyarrhythmia’s (Trappe, 2012). Before one can gain a thorough understanding of dysthymias, it is necessary to develop a fundamental grasp of the heart’s electrical conduction system and the associated physiology and pathophysiology. The primary function of the electrical conduction system is to transmit electrical impulses from the sinoatrial node (SA node) (normal site of conception) down to the atria and ventricles, triggering a contraction of heart muscle (myocardium) and controlling the heart rate. In a normal sinus rhythm, originating from the SA node, there are three phases; atrial depolarisation, ventricular depolarisation and atrial and ventricular repolarisation. The SA node is found within the wall of the right atrium proximal to the entrance of the superior vena cava. Similar to all electrical nodes within the heart, the SA node is composed of pacemaker cells which generate automatic and regular electrical impulses. These electrical impulses travel through the walls of the right atrium, causing contraction of the heart muscle (myocardium), to the atrioventricular node (AV node) via internodal conduction tracts (anterior, middle, and posterior). A final SA node conduction pathway, known as Bachmann’s bundle (interatrial conduction tract), transmits electrical impulses across the heart to the left atrium. On an electrocardiogram (ECG) this atrial depolarisation is represented by the P wave. The fibrous annulus is a non-conductive layer of tissue which prevents the electrical impulse from travelling outside the perimeter of the atrium. The primary function of the AV node is to process the electrical impulses from the atria to the bundle of His in a way that slows the impulses arrival at the ventricles by approximately 0.12 seconds. This delay allows for the atria to empty and the ventricles to fill before the next contraction. After the bundle of His, the electrical impulse will travel down the right bundle branch and the left common bundle branch. These bundle branches continue to subdivide into smaller branches, the smallest of which connect to the Purkinje network, an elaborate mesh of minute Purkinje fibres which spread throughout the ventricles. In a normal functioning heart it will take an electrical impulse approximately 0.2 seconds to travel from the SA node to the Purkinje network in the ventricles. On an ECG, this is shown as the P-R interval. At this point the impulse causes the ventricles to contract, pumping the blood out of the ventricles and into the systemic circulation. This depolarisation of the ventricles is represented by the QRS complex. Immediately following a QRS complex, is a period of time in which there is no electrical activity in the myocardium. This is known as the S-T segment and is normally represented as a flat line, level with the isoelectric line of an ECG. The proceeding T wave represents the repolarisation of the ventricles to their resting state. If at any point in this process the electrical impulse is disturbed, it can create a cardiac dysrhythmia, such as if the SA node were to produce rapid electrical impulses, resulting in tachycardia (fast heart beat). Ventricular Tachycardia (VT) is a type of tachycardia that originates within the inferior chambers of the heart, called the ventricles. The ventricles are the primary pumps of the heart, therefore, when they are compromised it can quickly deteriorate into a life-threatening dysrhythmia, such as, ventricular fibrillation (VF) or asystole (Chou, 2008). The diagnosis of VT is made by examining the rhythm seen on a 12-lead electrocardiogram (ECG). Although numerous diagnostic criteria have been developed, such as the ‘Brugada Criteria’ (Brugada, 1991), the following are the most commonly accepted (Riley, 2008). The rate of VT is above 100 per minute, typically 150 to 200, with a regular rhythm. The R-S complex is absent in precordial leads, and there are three or more consecutive Premature Ventricular Contractions (PVCs) present (AV dissociation). The ectopic pacemaker is below the Atrioventricular node (AV node), therefore, the PR interval is irrelevant. In addition, different ambulance services will have their own specific diagnostic criteria for VT, for example, Ambulance Tasmania (AT) Clinical Practice Guidelines (CPG’s) state that the rhythm must present with QRS complexes of over 0.12 seconds, and be sustained for a period of over 30 seconds (sustained VT). VT can be classified using three methods; morphology, episode duration, and symptoms. In regards to morphology, there are two primary categories of VT; monomorphic and polymorphic. Monomorphic VT has numerous causes, but is determined by consistent appearance across all leads of an ECG. A common reason that the beats from each lead appear the same, is because the impulse is being generated from an increased rate of automaticity in a single point from the left or right ventricles. This means that the pacemaker cells, such as the Purkinje fibres in the left and right ventricles, that are able to reach an action potential on their own accord (automaticity), have increased the rate at which they fire impulses (intrinsic rate). Another reason for monomorphic VT is due to the presence of a re-entry circuit within the ventricle. A re-entry circuit occurs when an electrical impulse constantly travels in a constricted circle within the heart, as opposed to moving from one end of the heart to the other, like a normal electrical impulse circuit. Although monomorphic VT has many causes and contributing factors, the most common cause is scarring of the myocardial tissue from a previous MI episode. The scarred tissue left behind does not conduct electrical impulses, and therefore, the potential for a circuit around the scar can result in tachycardia. This is similar to the aforementioned re-entrant circuit, and is a common cause of other dysrhythmias, such as, atrial flutter (Af) and supraventricular tachycardia (SVT). Scar-related monomorphic VT is predominantly prevalent in patients who have a previously survived a MI, particularly in those who have damaged myocardium as a result (John, reference). Unlike the cons istent rhythm seen is monomorphic VT, polymorphic VT is an irregular rhythm that has constant variations in its morphology. A second method to define VT is studying the duration of the episode. Three or more consistent contractions on an ECG, originating from within a ventricle at over 100 beats per minute, is determined as VT. If the tachycardia rhythm terminates itself in under 30 seconds, it is considered non-sustained VT. If the rhythm continues beyond 30 seconds, it is considered sustained VT. The final method to classify VT is reviewing symptoms. When a patient is in VT, the loss of co-ordinated atrial contraction and high heart rate can impair cardiac output (CO), and therefore, they will not have a palpable pulse. This is known as Pulseless VT. Pulseless VT is concomitant with an absence of cardiac output (CO), and therefore, according to AT clinical practice guidelines, is to be treated as worst case scenario, which is ventricular fibrillation (VF), a shockable rhythm (CPG Reference). In a report from the American College of Cardiology, Zipes et. al note that VT can occasionally be accompanied by reasonable cardiac output and may even present as asymptomatic, however, the heart will not tolerate this rhythm for a sustained period of time, and will eventually deteriorate to pulseless VT or VF. Supraventricular Tachycardia (SVT) with a bundle branch block (BBB) or Wolff-Parkinson-White syndrome is commonly misdiagnosed as VT (Trappe). This is due to the similar diagnostic characteristics, such as, wide QRS complexes and high heart rates, which are mutual in all wide complex tachycardia (litfl). It is important to differentiate the two because certain medications used to treat SVT could potentially worsen the patient’s condition. As Trappe notes in his research article ‘Treating critical supraventricular and ventricular arrhythmias’, it is always beneficial to treat for the worst case scenario, in this case, VT (Trappe, 2010). This opinion is mutual in regards to Ambulance Tasmania CPG’s, where it recommends treating for worst case scenario. Once a shockable dysrhythmia has been recognised, it is necessary to intervene with an external source of electrical activity to correct the hearts rhythm. Defibrillation is the standard and most effective treatment for cardiac dysrhythmias, such as VT and VF (Reference). Defibrillation is the process of using a device called a defibrillator to deliver a therapeutic measure or ‘shock’ of electrical current through the heart. The current delivered, aims to depolarise a critical mass (Critical mass theory**) of the heart muscle (myocardium), interrupting the dysrhythmia and allowing the heart’s natural pacemaker, the SA node, to return to a normal sinus rhythm. Defibrillators are becoming widely available in the form of transvenous, implanted (implantable cardioverter-defibrillator), or external (automated external defibrillators) devices. Despite the different forms a defibrillation device may present in, they all operate on the same principle. There are two different methods of delivering an electrical shock from a defibrillation device; monophasic and biphasic waveforms. Monophasic is the ‘old’ method in which the electrical current travelled in one direction through a patient’s chest. The second method is using a biphasic waveform, meaning the current is delivered to the heart in two vectors (two directions). Due to the use of two vectors, the peak electrical current needed to revert a dysrhythmia is decreased to 200 joules, as opposed to 360 joules of a monophasic waveform. Due to the high voltage (360 joules) used in monophasic waveform it can cause superficial burns to the patients skin. Additionally, _____ found the use of a biphasic waveform to be more effective at returning the heart to a sinus rhythm and resulted in less damage to myocardium, leading to better patient outcomes (Reference) . ____ notes that for the aforementioned reasons, monophasic waveform defibrillation is quickly being replaced with biphasic (Reference). Page 1 of 5

My personal Goals Essay -- essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚   The personal goals that I want to achieve as a student of the University of Phoenix are in the education and career areas of my life. In my education, my major goal is to gain knowledge in computers and network administration, eventually culminating in a Bachelor of Science in Information Technology. I also wish to strengthen my grammar and interpersonal skills. In my career, my goal is to either advance from my current career as a paralegal to that of an office manager or to enter into a different career as information technology department administrator. I will use staff and university services in order to achieve my goals in a reasonable timeframe with limited obstacles. To achieve these goals I plan on using the University of Phoenix’s classes and academic services and to eventually use the degree I will receive from the university. To achieve my education goals I plan on using classes and academic services provided by the University of Phoenix. To strengthen my grammar and interpersonal skills, I plan on taking classes at the University of Phoenix that will give me more confidence and experience in writing and communication. I also plan on attending writing workshops that the University of Phoenix offers and use of the Center for Writing Excellence to help me as well. To gain knowledge and training in computer and network administration I plan on taking the computer courses that the University of Phoenix offers. I plan on taking computer-...

An Analysis of ?The Meanings of Seneca Falls, 1848-1998? :: essays research papers fc

While being born in the modern times, no woman knows what it was like to have a status less than a man’s. It is hard to envision what struggles many women had to go through in order to get the rights to be considered equal. In the essay The Meanings of Seneca Falls, 1848-1998, Gerda Lerner recalls the events surrounding the great women’s movement. Among the several women that stand out in the movement, Elizabeth Cady Stanton stands out because of her accomplishments. Upon being denied seating and voting rights at the World Antislavery Convention of 1840, she was outraged and humiliated, and wanted change. Because of Elizabeth Cady Stanton’s great perseverance, the Seneca Falls Convention of 1848 was a success as well as a great influence on the future of women’s rights. The convention had several attendees with notable assiduousness to the cause. The founders were Elizabeth Cady Stanton and Lucretia Mott, a highly acclaimed speaker and abolitionist. She was even founder of the Philadelphia Female Anti-Slavery Society and its long-term president! Martha Wright, Jane Hunt, and Mary Ann McClintock were all women who worked in anti-slavery fairs that also wanted women’s rights (203). Among other attendees, Frederick Douglass was also present! With the notable group assembled, a road to change was starting to form. The women had very limited rights compared to men of the time. Women had no voice when it came to the law, they were deprived rights of citizenship, and deprived of their property and wages. They were also discriminated when the matters had to do with payment for work and divorce and were declared civilly dead up on marriage (204)! Finally, women were kept out of professions, and were to be kept as a dependent of the man. Half the population had their rights withheld because of the role that they were born into. The Seneca Falls Convention sought out to have these rights changed so that women could have the freedom that they deserved. The outcome of the meeting had a great effect. The movement started at Seneca Falls requested the concepts by demanding legal, property, civil rights, and changes in gender-role definition and the woman’s rights to her own body (205). At the time, it was known that â€Å"all men are created equal†. When the definition is taken literally, the rights of women are demeaned. However, the women believed that as citizens and members of society, they had the rights to be treated equal as any other man.

Cause and Effects essay Essay

There is no doubt that education is essential to people’s lives. Having a good educational background is an important factor to get a good job and to work effectively. However, one of the saddest issues in today’s society is the college dropout rate in many college or university remains very high. Some people are successful because they have the motivation and determination to graduate college; others are less lucky because they start college and feel as if they lack the preparation, desire, discipline or ability to succeed academically or persevere until a degree has been earned. This leads to quite a situation–to find the support needed to continue or to dropout? Whether you’re realizing that college isn’t for you, family issues, laziness or even debt, understanding some of the common causes and effects of quitting college may aid in the decision. College is an investment. Students either pay for college themselves, possibly with family support or scholarships, or with financial aid. Many students drop out of college because they can’t or don’t want to take on any more student loan debt. The consequence of dropping out at this point is that you have already piled up sizable debt and loan payments (students who drop out of college are required to pay back a portion of their federal-aid funds such as the Pell Grant) that you have to begin paying back several months after you quit school, yet you don’t get the payoff of a degree. Many financial aid administrators feel that the government shouldn’t penalize poor students for dropping out of college, and nor should lower-income students have to â€Å"punch a clock† in order to receive their grant money. Satisfying all the academic requirements and paying all your bills is both necessary and sufficient for being eligible to graduate. In addition to any debt you must repay, your earning potential without a degree is much lower to degree holders. Thus many college dropouts struggle to cover short-term bills and expenses, and find it difficult even to consider saving up money for a home. A college dropout earns about seven percent less than someone with an associate’s degree and about thirty-two percent less than someone with a bachelor’s. College dropouts face more limited career options than graduated peers. A bachelor’s degree commonly  opens the door to entry-level positions in many industries and career fields. As a dropout, your access to many jobs that require a college degree is limited to compete for jobs against people who hold degrees, even when a degree is not required. Job opportunities aren’t the only things that push people to college, sometimes it comes from a progenitor. Some students attend college under pressure from parents or to make their parents proud, not always making themselves happy in the process. In these cases the decision to drop out is not always warmly received. In fact, some students are told that they can’t return home after dropping out, which can only build on more stress. The expectation is that they will get a job and enter the â€Å"real world.† However, to get a job with good pay is hard to find without a degree, and most people don’t realize that. Another reason for dropping out of college is if there was a death in the family or someone you were close to falls ill. A death can cause depression which will eventually make you lose focus of your studies and you’ll end up either failing out, or dropping out. Dropping out can negatively affect relationships with significant others, as well. Recent studies show that divorce rates were significantly lower for college graduates than those without degrees. Having a great academic background can take you a long way, and you can learn how to work adequately in the future. To ensure a successful future, one must strive and have the incentive to succeed. Unfortunately certain things happen and some students have to drop out. It could be a personal choice, or it could be a sacrifice they have to make. In instances where it would be a choice, the students feel as if they’re working towards a dead end and have the lack of motivation. Knowing the reasons and the consequences can help others understand the decision that was made.

Management of Creativity Essay

Bolman and Deal in their renowned Four Framework Approach declared that leaders all over the world tend to exhibit behaviour that fits in with one (of the 4) leadership models (or frameworks) suggested by them. These four models they christened as Structural, Political, Symbolic and Human Resource. Bolman and Deal suggest that of these models might prove either a success or a failure depending on the specific situation in which it is being used, particularly in the context of West End Musical theatre of Cambridge Theatre. In the following section, we take a closer look at three of these models. 1) The Structural Framework: In a successful condition, a leader following this leadership model will be a â€Å"social architect† who relies deeply on close inspection and detailed planning. These leaders will concentrate on factors such as structure, stratagem, setting, execution, trailing and adjustment. If however, his/her condition is unsuitable for this sort of leadership he/she will be found to be a bit of a bully and a ‘tyrant for details’. 2) The Political Framework – In the appropriate setting the ‘Political’ leader is an activist who tirelessly campaigns to help his followers cooperate and unite. Such leaders clearly spell out their needs and the means by which they intend to gain them. They are quick to gauge the distribution of capacity of the workers under him/her and the interests his/her establishment is likely to milk out of them. Building relations with the stakeholders will always be their first priority. For this, they will be likely to use persuasion and later negotiation or even a certain amount of force or pressure, if required. Of course, if the setting is unsuitable for this particular variety of leadership such leaders will prove grave failures and be seen as pushy and unscrupulous. 3) The Human Resource Framework – In a successful leadership setting a Human Resource leader is a medium or a channel who serves as supporter or a promoter and whose main occupation is to help empowerment. A typical Human Resource leader’s primary characteristic is his/her tremendous belief in people. However, it is not just their faith that ultimately makes them successful; instead, it is their capacity to communicate that faith. Such a leader is easily accessible and believes in keeping themselves available and in full view. They communicate their conviction in their workers strongly enough to convince them of their own capacities! They believe in increasing each staff-members contribution to the decision making process and in keeping their employees thoroughly informed. They empower their workforce and make them work as a whole, as a full-functional team where everyone is capable of making significant contributions. If the setting is, however not right for this variety of leadership such a leader will be found to be deceitful and deceptive. He/she may also be thought to abdicate from his duties and leave essential decision in the hands of less-experienced people who are not in any position to make important choices. (King, 2006) As if every successful leader comes to understand with time and experience no one, leadership model is adequately effective in all situations. Therefore, leaders often use various combinations of the four different models. In addition, it is also made quite clear that neither of these models is universally accepted in all situations and thus the style of leadership to be followed is largely dependant on the specific situation in which it is being applied. Take for instance the specific situation we have in hand. Given the major organizational modification that EEST is likely to undergo after its purchase by Oust a Structural leader rather than a purely visionary one will be more suitable for it. This is because Structural Leadership lays great amount of emphasis on ‘building’. Under the circumstances, EEST is in much need of this sort of structuring. Given the new employees and the burden of the old tasks of up gradation, EEST needs new strategies, new methodologies, new approaches and a completely new plan. A Structural Leader is capable of providing this better than others provide. Under the circumstances, the Director of Order Fulfilment Applications in the Information Technology department must therefore keep in mind that his/her, department (and Organization) is in dire need of ‘details’ that will allow it a new definition. As the leader the Director has the specific duty of providing these specific ‘details’, as of now. With time as the sudden changes settle down and ‘normality’ is established again, the Director may want to turn his/her attention to the level of growth and use Human Resource methods to step up progress. (Lamb, 2004) Despite our choice of one particular style of leadership, even during times of crisis (such as an organizational overhaul), we must keep in mind that no one leadership model can be our sole key to success. Our managerial capacities are proved only by means of our ability to combine and amalgamate various styles in order to obtain the results we are keen on achieving. For this, it is important for us to understand and tabulate our specific requirements and desired outcome before everything else. It is also of some value to understand our own selves and find out what our personal style of leadership is. Often our own unique approach, though theoretically quite inappropriate in a given situation, can prove to be a real savoir. As it is assumed that Cambridge Theatre lacked a proper form of leadership, it can be stated that with the help of these models it could have been more successful during its early days. It can well be stated that Leadership of multidisciplinary or interdisciplinary team of professionals under the aspects of Management principals can be defined as the art of creating industrial relations of any kind. This is between people engaged in the industry, such as relation between employers and employees, relation between individuals entering into commercial contracts, relation between investors etc, in order to maintain true cooperation of all concerned along with motivating the entire deal into a positive favour. Efficiency of the Leadership of multidisciplinary or interdisciplinary team of professionals lies in not only making the employees to work, but to make them work willingly, sincerely and consciously, by employing new knowledge, new methods, new designs, new machines and novel techniques of production and by allaying mistrust and antagonism. The Leadership purpose takes account of a several activities, and the most important among them is making a decision what staffing requirements one have and whether to use autonomous contractors or take into service employees to meet these needs. This is in accordance to appointing and training the excellent employees, making sure that they are better performers, handling performance related problems, and ensuring that the human resources and administrational practices do the accepted thing to various set of laws. Wright indicated in his book, The Moral Animal: why we are the way we are, that a fundamental supposition of Leadership of multidisciplinary or interdisciplinary team of professional’s approaches. It is that the whole staffs of the organization including both the management and the workers equally contributes to the common purpose, share the common objective and have full attention in progress of the organization. The Leadership policies and ideals undergo constant changes due to influence of some basic factors such as domestic and international competition, changes in the social structure and developments in technology etc. (Wright, 2000)