Character Analysis of Meredith Grey in Grey’s Anatomy Essay

Meredith Grey, M. D. is a fictional character from the medical drama television series Grey’s Anatomy, which airs on the American Broadcasting Company (ABC) in the United States. The character was created by series’ producer Shonda Rhimes, and is portrayed by actress Ellen Pompeo. Meredith is the series’ protagonist, and was introduced as a surgical intern at the fictional Seattle Grace Mercy West Hospital, eventually obtaining the position of resident, and later attending. As the daughter of world-renowned surgeon Ellis Grey, Meredith struggles with the everyday life of being an attending, maintaining the relationship with her one-night stand and eventual husband Derek Shepherd, her new-found motherhood, and the friendships with her colleagues. Meredith is the narrator of the show and serves as the focal point for most episodes. Pompeo’s connection with Patrick Dempsey (Derek Shepherd) is acclaimed as a high point of the series. Rhimes has characterized Meredith as not believing in good or bad, but doing what she thinks is right. Pompeo has been nominated for several awards, winning many of them, for her performance on the show. Grey has been positively received by television critics, with Alessandra Stanley of The New York Times referring to her as â€Å"the heroine of Grey’s Anatomy†. News of Pompeo leaving uprose when it was made clear that her contract ended after the eighth season. Speculation occurred again when Rhimes reported that Grey’s Anatomy will be returning for a ninth season. TVLine reported that Ellen Pompeo has signed on for two more years, along with her fellow cast members.

AIDS Controversy

The problem of AIDS in poor countries in Africa had been one of the major health problems the world is facing.   Needless to say, many have died without even having undergone medication.Perhaps one of the most pressing issues involving this problem is the commitment of big pharmaceutical companies in the United States to give away free AIDS treatments to poor African countries ridden with AIDS in exchange for its continued patent protection.The question now arises on whether this scheme of giving away free AIDS treatment would strike a balance in its continued patent protection vis-à  -vis the continuing problem of AIDS in poor African countries.A number of international non-governmental organizations have launched campaigns against pharmaceutical giants engaging in a long term endeavor to widen the access of poor people to essential medicines, to attain significant reductions on the prices of brand medicines from big pharmaceutical companies, and to support the sale and productio n of generic drugs (Poku, Whiteside, and Sandkjaer, 2007).The issue of patents on pharmaceutical products have started in the negotiations ate the World Trade Organization.   The WTO’s Agreement on Trade Related Aspects of Intellectual Property Rights that took effect in 1995 compels countries to include pharmaceutical products and practices in patent protection after a phase-in period associated to the level of development (Newfarmer, 2003).International intellectual property patents assure a 20-year market monopoly for new products and processes (Finkel, 2007).   Given this, no other company can enter the same market, limiting the market competition to those who have patents.â€Å"The protection of intellectual property in the biosciences on a global level has to deal with very different contexts and situations.† (Lenk, Hoppe, and Andorno, 2007).At first glance, it seems that the pharmaceutical companies are doing an altruistic effort in providing free access to AIDS treatment in poor African countries, which are ridden with AIDS epidemic in spite of the fact that they were only compelled to do so by the United States government.The main question here is not whether it is proper for the United States government to compel these pharmaceutical companies but rather on whose interests are better served with this scheme of giving away free AIDS treatment in exchange for continued patent protection.The continued patent protection of drugs relating to AIDS, in spite of the efforts to distribute free medications on AIDS in poor African countries, has detrimental effects to the victims themselves.Aside from the victims, the market itself for pharmaceutical products and processes will also suffer as they will be ruled by a monopoly of patent-holding pharmaceutical companies.The continued patent protection would further limit the access of people to AIDS treatment.If the patent protection for pharmaceutical companies is to continue, this will limit th e opportunities for other pharmaceutical companies to develop their own medication for AIDS treatment.If there will be no other pharmaceutical company that will come up with a treatment for AIDS, those infected with the disease will have no other option but to buy the only product in the market despite its high price.If the patents will be lifted, this will benefit not only those in the poor nations but everyone who has been infected with the disease as they will enjoy the benefits market competition will bring.The absence of patent protection will give other pharmaceutical companies the opportunity to develop their own products and processes aimed at treating AIDS infection.   If this happens, there will be more products available in the market.   More similar products in the market will compel pharmaceutical companies to lower their prices.

'Magazines offer us a powerful way to look at the history of our Essay

'Magazines offer us a powerful way to look at the history of our society. No other medium better reflects the genuine concerns and interests of ordinary people than magazines.' - Essay Example The content of the magazine in generally controlled by the editor or the editorial board that is associated with the magazine. Thus the views of the people who are associated with the editorial board of the magazine get reflected in the content. There might also be guest writers who would provide their opinion about a particular issue or topic. This means that the magazine acts as a reflection of the ideas and the thoughts that are prevailing in the minds of the people who comprise of the higher strata of the society like the authors, politicians, economists, political practitioners as well as leaders of the countries where the magazines are being circulated. One of the most popular American Weekly that had been in circulation since the 1930 is the Time Magazine. The Magazine used to be published from the New York City and contained mainly the news of the political and the social events that used to take place in the country and around the world. The magazine was published in English. The popularity of the company spread to different parts of the world and there were different editions that were published from Europe, Africa and Middle East. One of the distinguishing features of the magazine was that there was specific issues and topics which were focused on a particular year and hence most of the articles published in that year revolved around that particular topic. For example, in the year 1989 the magazine started its planet of the year issue and was mainly focused on the various ecological imbalances and the environmental issues of the earth (Mott, 1938, pp. 78-89). The aim of the Time Magazine on its initial days was to make the readers aware about the magazine within a very short period of time. The element of fun was also incorporated in the magazine so that it could be distinguished from the conventional newspapers. The TIME Magazine was criticised as being one of the magazines

Data analysis task Assignment Example | Topics and Well Written Essays - 500 words

Data analysis task - Assignment Example Both of the genes contribute fragments to the gel that have been sectioned by the enzyme. These portions have complementary bases to the probe, thus forming more bands. Simply, there is a copy of R and r portions in the heterozygote. The lighter bands represent homozygote state. That is, there is less DNA to map. This can only imply that half the DNA is present. 7) When the blot was probed at high stringency with a probe made with DNA that flanks the R gene (as seen in Figure 1) a smear typical of thousands of hybridising bands was seen. How could this be explained? 8) The turnaround time for Southern Blot analysis is typically around 10 days. Now that you have identified the region in which the mutation lies explain with detail how a faster test could be designed? Now that the portion has been identified, a faster test would only need one to cut the DNA at the specific location. After that has been done, the cut portion is denatured, pre hybridized and transferred to a gel block. Alternatively, it could be run through PCR and analysed using an electronic DNA

Islamic Finance Essay Example | Topics and Well Written Essays - 1000 words

Islamic Finance - Essay Example The value and growth demonstrated by Islamic finance, in recent years, typifies the industry’s overall potential comparative to conventional finance. The growth of Islamic finance has been observed outside conventional Islamic markets in members of the Gulf Cooperation Council (GCC). This signifies the increased attention being paid to Islamic finance by policy markers, as well as other universal market participants. The point of this paper is to refute the argument that Islamic finance cannot serve as a viable alternative to conventional finance. To date, a number of non-traditional Islamic markets such as London and New York have shown increased appreciation for the value of Islamic finance. In fact, London and New York launched indices in their FTSE and Dow Jones indices with a view to offer a benchmark for equity prices attributable to investments in Islamic financial companies (Warde 141). Governments such as the UK government continue to play a major role in extending th e scope of Islamic finance by extending support, for instance, by prohibiting the imposition of double stamp duty on Islamic mortgages (Warde 54). This is indicative of the fact that modern governments and private institutions are becoming increasingly aware of the viability of Islamic finance as an alternative to conventional finance. ... Typically, Islamic finance offers financial products rooted in the doctrines of Shariah or Islamic Law (El-Gamal 94). Most of these products are offered to Muslim investors while some Islamic products also attract conventional borrowers and investors. Islamic finance centers primarily on the principles of Islamic, and as a consequence, it encompasses a two-tier system. Firstly, the banking system accepts bankers’ deposits primarily for safe-keeping purposes without the accrual of any return while demanding 100% reserves. This means that, under Islamic finance, the payment system of the economy is protected from risks. Additionally, the system also limits the capacity of the banking system to create credit, thus hindering the necessity for deposit guarantee attributed to the conventional reserve system (Iqbal, Mirakhor, Askari and Krichene 196). The second primary component of Islamic finance is the fact that investment factors that act as classical financial intermediaries tha t channel savings to appropriate investment projects, as well as events where investment deposits are deemed as equity investments, without guarantees at maturity are subject to profit and loss sharing (Warde 128). Depositors are essentially considered as investors and the collection of assets managed by the financial institution appear on the assets segment of the balance sheets. The primary difference of between the conventional financial system and financial intermediation inherent in Islamic finance is that while depositors accrue fixed and pre-determined liabilities in conventional finance, those in Islamic system are party to both profits and losses accrued by the financial institution’s assets (El-Gamal 133). This signifies that Islamic finance does away with the old

The Real-Political World in Movies Essay Example | Topics and Well Written Essays - 500 words

The Real-Political World in Movies - Essay Example Episode 18, La Palabra, looks at the challenges and pressures that the media mounts on individuals in power, especially when it comes to controversial issues that require someone in a position of leadership to take a stand. The episode focuses on issues of healthcare and whether to give illegal immigrants driving licenses or not. This is reminiscent of real-life politics since healthcare continually plays a critical role in shaping the credibility of a leader, or the overall manifesto that an aspiring leader is presenting to the people. As an illustration, Obama’s Obamacare was viewed as being revolutionary by some, while being loathed by others. In all, his stance on healthcare is one of the major pillars that define his leadership up to now. On the other hand, the issue of illegal immigration is one of the major headaches affecting most European nations. Almost all leaders and individuals in powerful positions have something to say about illegal immigrants. The most vivid is Tramp’s stand on illegal Mexican immigrants, which led to him being in the mainstream media for quite some time. In all, this just highlights how the issue of illegal immigration is a major facet of the political landscape. Consequently, this shows how La Palabra touches on issues that are easily relatable to the real-life political world. Similarly, King Corn looks at the various intrigues affecting the lives of congressmen and other individuals in busy political offices. The episode is full of the intrigues that these individuals go through.

The Ku Klux Klan in the City 1915-1930 by Kenneth Jackson Essay

The Ku Klux Klan in the City 1915-1930 by Kenneth Jackson - Essay Example The rise of the Ku Klux Klan is urban areas in the 1915 was one of the most astonishing events that occurred in the American history post World War I. Kenneth Jackson, in his work discusses the many aspects regarding the second Klan. Jackson insists that many Americans joined the second Klan genuinely joined with the intention of being a true patriot. However, many Americans were unaware of the extreme prejudices that were hidden. The re-enlightenment of the second era had many different views than its predecessors. Post 1920, the Klan grew a strong membership of 4 to 5 million. Unlike the first Klan movement in the reconstruction era, it extended beyond the traditional motives. The second wave of the Klan continued to focus national agendas at hand that went beyond the agrarian economy. Since the Klan compromised majority of white and Protestant, it was vital that they elaborated on array of social and political issues. The macro focus was on civil issues such as Prohibition, employment, immigration restriction. One might even insist that it was a reformation movement. However, this movement did have many ramifications as it propagated violence and publicly humiliated the status of minorities. The Klan’s supreme strength was unpredictable as it held strong ground in Indiana, Oregon, and Colorado. The Klan played a huge role in politics according to Jackson as it affected the Democratic convention in 19 24. The Klan was fed up from the fact that black workers on the domestic front earned decent wages and were being accepted in this new America. According to Jackson, the Klan made its moral duty to halt this new type of African American growth in society. Jackson reiterates the fact the Klan rose due to many factors. First and foremost was the fact that it possessed great numbers outside the South and half of the followers lived in the cities. The Klan in essence was so engrossed in its own agenda that it embedded prejudice and racism in their ideology. Often times, it crossed the legal boundaries and infringed on basic human rights as killings became common. Secondly, the Klan rose in an era where depression plagued society. The Klan was fed up with not only economic conditions but also due to the fear of the growth of communism. Since the south at that time was majority, the Klan made it their priority to attack that particular region. Jackson argues that the Klan that rose in tho se cities had different agendas, which was to enforce a moral code according to their perspective. Interestingly enough, states such as Texas, Louisiana, Arkansas and Oklahoma did not face as much hostility from the Klan as expected. According to many historians, Texas should have the main target for the Klan. However, that was not the case as El Paso was never the home for target violence. Hence, it became common that the appeal of the Klan spread to North and West. The Klan had so much influence that its members served in the congress. The second wave of KKK was much stronger, organized, and confident that the emergence of the first KKK. As mentioned, this organization not only propagated for â€Å"white supremacy,† an intense attachment to anti-Semitic and anti-Catholicism. One of the

Customer involvement in new product development Essay

Customer involvement in new product development - Essay Example 84). At the end of the day when the products are introduced to the market it is the customers who will buy them. This is the reason as to why some marketing professionals have the assertion that customer contribution can be of high importance to the process of introducing a new product (Hesselbach & Herrmann 2011, p. 207). Some people disagree with this assertion with claims that customers cannot really know if they want something that does not exist already. The purpose of this report is to enhance the understanding on the role that customers can play in the product development process. By the use of marketing theory, practice, and other marketing concepts this reports will prove just how important customer contribution can be to the development process of new products. It is important for a business organization to know that improving the relationship between them and the customers should go beyond just the economic relationship of buyers and sellers. The main aim of all organizations in the business world is to get a competitive advantage that cannot be undone. The ways through which they can be able to get such an advantage is through making sure that their products are valuable, rare, un-substitutable and un-imitable. Developing such a product is in no way something that can be considered a walk in the park. If in any case a product is to become valuable it is the customers who have to value it if in any case it has to do well in the market (Sandmeier 2008, p. 56). Therefore, it will be important for a business organization to know exactly what their targeted market values (Foss 2012, p. 129). By knowing what they value the company can also come up with a product that is not substitutable because they will be able to add the values that the oth er products that are already in the market are missing. In the process of developing and introducing a new product to the market, there is always some uncertainty. The

Explain the matching principle as it relates to pre-paid expenses, Essay

Explain the matching principle as it relates to pre-paid expenses, unearned revenue, and operating assets - Essay Example They provide benefit for a long period of time so it will be necessary to apportion those expenses between more than one periods. For example prepaid insurance is paid for a longer period than one year so, only the expired portion of the prepaid insurance is charged in the income statement. Matching principle states that the prepaid expenses should be apportioned in the period to which they belong or in other words expenses should be recognized not when they are paid but when they are used to generate revenue (Stahl, 2004). The remaining balance of the prepaid expenses should appear in the balance sheet until they are recognized in the income statements. Unearned revenues are the revenue of the prepaid expenses. Every entity which prepays an expense before the benefit is actually realized, another entity receives the revenue for which the services have not been rendered these are called unearned revenues or deferred revenue (Jay S. RiJefferson P Jones, 2011). For example the courier services receive the payment in advance and they record it as deferred revenue until the delivery of the courier. The matching principle regarding the unearned income states that the only those revenues should be recognized for which the entity has incurred expenses and the rest should be shown as a liability because the company is not yet untitled to recognize them. Operating assets are expected to benefit the organization in more than one accounting period that is why they are classified under long term/fixed assets in the balance sheet. The most common examples of the operating assets are building, tools, furniture and equipments etc. Matching principle states that the benefit obtained from the operating assets should be realized on some logical basis over the asset’s useful life. The application of the matching principle on operating assets is little more complex than the prepaid assets and unearned revenue because the

The Skeletal System Assignment Example | Topics and Well Written Essays - 2000 words

The Skeletal System - Assignment Example The appendicular skeleton, on the other hand, as the name implies, consists of the appendages, which include the upper limbs and the lower limbs. The upper limbs include the humerus, the radius and ulna, and the carpals and metacarpals. The lower limbs include the femur, the tibia, the fibula, the tarsals, and the metatarsals. Other components of the appendicular skeleton include the shoulder girdles, consisting of the scapulae and the collar bones, or clavicles, and the pelvic girdle, made up of the coxal or hip bones, which include the ilium, ischium and pubis. The appendicular skeleton functions for helping the various joints of the body perform better and make the body run in a smoother fashion. The appendicular skeleton too functions for movement, locomotion and the performance of any tasks done by the arms, hands, legs and feet (â€Å"Axial and Appendicular Skeleton†). Detailed Functions of the Skeleton The functions of the skeleton include providing support for soft tissues, production of red blood cells, storage of minerals and lipids, and coordination of the muscular system to effect movement and support for the body, in order to carry out the will of the individual concerning any activity that requires physical movements (â€Å"The Skeletal System† 2013). As for support and physical movement, the structure of the bone in the form of a tubular shape with a hard and dense circumference and a hollow center is the one that efficiently and effectively affords maximum support for the body. ... As for support and physical movement, the structure of the bone in the form of a tubular shape with a hard and dense circumference and a hollow center is the one that efficiently and effectively affords maximum support for the body. Moreover, in terms of the protective support that it gives the soft organs, the skull protects the brain; the rib cage and sternum protect the lungs and the heart; and the pelvis and the pelvic girdle provide protection for the reproductive system. In terms of movement, the bones provide anchorage for the muscles. The origin is where the muscle is fixed to a bone, and the insertion is the moving point of attachment. Finally, still in terms of the movement function, bones meet other bones at joints in order to allow varying degrees of movement (â€Å"The Skeletal System – Introduction† 2013). Another function of the skeletal system, particularly the bone marrow, is to carry out hematopoiesis, or the process by which a single type of stem cell gives rise to all types of mature red blood cells in the body. In the adult human being, this is carried out by the bone marrows of the skull, and those of the ribs, sternum, vertebra, pelvis, and the proximal ends of the thigh bones or femurs (Ownby 2002). In terms of the storage of minerals and lipids, the bone is where several metabolically active minerals are stored, especially calcium, which is the most abundant mineral in the human body. Calcium is essential in regulating the intracellular activities of muscle cells and neurons. Moreover, lipids are stored in the yellow marrow of the bone. These lipids are essential in the regulation of body heat, for providing heat, and as a structural component of cell membranes (â€Å"Osseous Tissue and Bone Structure† 2013). 1.3 Structure of Bone Tissue

Project Management Plan for Restaurant Essay Example for Free

Project Management Plan for Restaurant Essay A factor analytic approach revealed that there were different consumer segments based on identified attitudes in the hospitality industry, developing their hospitality selection on different attributes of hospitality services. This requires specific marketing segment and management strategies. A repeated measure some six years later demonstrated the robustness of the identified consumer attitudes. The impact of the attitudes on consumer behaviour is demonstrated and areas of research are identified in which this hospitality monitor may better inform theory development and best practice. Keywords: Consumer behavior, Marketing, Attribute-value theory, Service quality ** Vera Toepoel is an assistant professor at Leisure Studies, Tilburg University, Netherlands. E-mail : V. [emailprotected] nl 76 Vera Toepoel Introduction Consumer trends come and go, affecting the extent to which individuals appreciate certain aspects of hospitality services, and over time this can have significant implications for businesses in the hospitality industry. It is important for the sector to understand what the current trends in consumer behavior are, which consumer segments exist, and how consumer ehavior will develop in the future. Verma, Plaschka, and Louvriere (2002) argue that it is imperative that businesses take into account consumer preferences when making decisions regarding product and service attributes. Understanding consumer choices is the key to successful management of hospitality services. According to attribute-value theory (Mowen and Minor, 1998), consumers base their choi ce on different attributes. Consumers may be attracted by price, by quality, by location etc. Consumers weigh up the overall value in terms of the presence and weight of each attribute. A favorable overall attitude is expected to result in repeat business. Over the last decades, several studies on market segmentation in the hospitality sector have demonstrated that consumers’ requirements of hospitality services differ between market segments. Market segmentation divides a market into distinct groups of buyers who might require different products or services. Understanding what various segments require and developing focused management strategies to fulfill these specific requirements are crucial to penetrating new markets and maintaining repeat business (Yuksel and Yuksel, 2002). The benefits of monitoring consumer attitudes seem evident. Incorporation of these attitudes into market segmentation and management is limited, however. In addition, although many segmentation studies have been performed in the hospitality sector (see John and Pine, 2002), research on stability over time is scarce. This study investigates which consumer segments exist in the hospitality sector in the Netherlands. A segmentation analysis based on consumer attitudes in the hospitality industry is used. This study demonstrates differences in personal characteristics and behavior of the identified consumer segments. The measure is repeated to demonstrate the robustness of results. In addition, the repetition of the measure demonstrates how segmentation studies can serve to monitor consumer trends over time. This research can be used to map consumer attitudes and assist hospitality organizations in designing effective market strategies to attract, satisfy, and retain consumers. Monitoring Consumer Attitudes in Hospitality Services: a Market Segmentation 77 Literature Reviews Since the 1970s a coherent theoretical structure has emerged to underpin consumer research. One of the main theories on consumer behavior believes that consumers base their choices on different attributes. These experiences may best be described by multi-attribute models (Mowen and Minor, 1998). These models identify how consumers combine their beliefs about product attributes to form attitudes. Consumers are considered to assess hotels, restaurants, cafes etc. through sets of attributes (Pizam and Ellis, 1999). Multiattribute models assume that consumers are using the standard hierarchy-ofeffects approach in which beliefs lead to attitude formation, which, in turn, leads to actual behavior. One of the most frequently used multi-attribute models is the attitude-towards-the-object model. Mowen and Minor (1998) describe this model in detail. It identifies three major factors that predict attitudes; the saliency of an attribute, the strength of the belief that a product or service has the attribute in question, and the evaluation of each of the salient attributes. Consumers weigh up the overall value in terms of the degree to which each attribute and its relevant weight is present (attribute-value theory). A favorable overall attitude is expected to result in repeat business. For a review of papers which have analyzed the attributes that are valued in the hospitality industry, see Johns and Pine (2002). The importance of the different attributes may differ per market segment. For example, one market segment may be attracted by a restaurant’s low price, another by its food quality, another by its location, and so on. Consumers assess certain attributes of the products, but the key factor is that this assessment is conditioned by the segment to which they belong. Consumers do not value attributes in the same way but in general terms. If they belong to the same segment they usually have similar attribute weighting coefficients. Hence there is a need to properly identify segments, so that managers can identify which attributes of specific services are valued by consumers in each segment. For this reason it is interesting to connect these attributes with the valuation of the different segments. The Dutch Research Institute for Recreation and Tourism (NRIT) claims in their report on trends in tourism, recreation, and leisure (2009) that due to the focus on the economic crisis focused marketing segmentation is an absolute must. Most studies on market segmentation focus on a three-step process of segmentation (who will come), targeting (what do they want), and positioning 78 Vera Toepoel (what can we offer). There are many studies dealing with consumer segmentation in the hospitality industry. For an exhaustive overview of different segmentation approaches and their pros and cons, see e. g. Bowen (1998) and Johns and Pine (2002). Traditionally, segmentation was based on demographic characteristics, later on other variables were used, e. g. geographic, psychographic, and behavioristic variables (Bowen, 1998). For example, Legoherel (1998) focuses on expenditure-levels in terms of consumers’ estimation of travel expenditures; Grazin and Olsen (1997) identify groups depending on their frequency of use with regard to fast food restaurants; Nayga and Capps (1994) relate demand for different types of restaurants to different socio-economic segments; and Binckley (1998) shows that population density has a powerful effect on demand. Victorino, Karniouchina, and Verma (2009) use segmentation based on consumers’ comfort with technology to tailor communication service to guests’ computing and connectivity needs. Oh and Jeong (1996) base their segmentation on characteristics of the organization: product, service, amenity, appearance, and convenience. Lewis (1981) finds that segments in restaurants differ in their opinions about the importance of several service attributes, while Bahn and Granzin (1985) find that nutritional concerns affected restaurant selection. As hospitality organizations provide a number of services, it seems appropriate to consider the benefits in terms of the attributes of the total service product provided (Bahn and Granzin, 1985). Much hospitality research reflects the broad theoretical structure of attribute-value theory. Thus a number of authors have studied hospitality attributes, but the authors disagree about the relative importance of the attributes (Johns and Pine, 2002). Clark and Wood (1996) attribute the differences in importance of attributes to different styles of hospitality services, e. g. types of restaurants. Differences could also come from different trends or cultures and even different types of survey questions, however. It is difficult to develop standardized questions to measure generalized attributes that are considered relevant to all hospitality services. Parasuraman, Zeithaml, and Berry (1988) made a major contribution to the service industry by developing the SERVQUAL instrument. They demonstrated that service quality depends on five dimensions: reliability, responsiveness, assurance, empathy, and tangibles. The applicability of SERVQUAL in the hospitality industry is demonstrated by several studies (e. g. Bojanic and Rosen, 1994; Lee and Hing, 1995; Stevens, Knutson, and Patton, 1995). Although SERVQUAL summarizes service attributes in a theoretically satisfying way, it takes little account of differences in consumer’s wishes regarding service quality over time. In Monitoring Consumer Attitudes in Hospitality Services: a Market Segmentation 79 addition, each study on market segmentation in the hospitality industry reveals distinct consumer groups, but it is often unknown, however, whether the segmentation holds over time or in different settings. Research on stability in market segments over time is scarce (Dolnicar, 2006). Stability is essential as every segmentation solution is different. Only if a segmentation solution can repeatedly be found, does it give a secure basis to postulate existence of segments. In her study on market-segmentation in tourism over the recent decades, including papers in academic journals from 1981 until 2005, Dolnicar reports less than 14% of all studies reporting on any form of stability in market segmentation. Stability over time is claimed to be one of the most important potential developments in hospitality segmentation. The hospitality sector is always moving and all kinds of trends and developments influence the sector locally, nationally, and internationally. Therefore, it is important to monitor what hospitality consumers want. The Dutch Tourism Knowledge Centre, the Dutch umbrella organization for the hospitality sector, acknowledges in its report on consumer behavior (2000) that consumers found that hospitality businesses did not know what their consumers wanted. In 2002, the Dutch Tourism Knowledge Centre adapted the SERVQUAL instrument of Parasuraman et al. (1988) to five consumer attitudes in the hospitality sector , in order to better keep up with consumers’ wishes. The Moment Consumer (SERVQUAL: tangibles) chooses what is convenient at a certain place and time. Physical facilities, equipment, and appearance are found to be important attributes of hospitality services. This consumer is unpredictable and consumer loyalty is low. This consumer feels more and more the need for efficiency. Price is not an object of concern. Moment Consumers are sensitive for trends and tire of concepts relatively quickly. The Conscious Consumer (SERVQUAL: reliability) appreciates the ability to perform the promised service dependably and accurately. The Conscious Consumer emphasizes nutrition, origins of products and security. Conscious consumers are concerned about the negative consequences of their behavior for the environment and their health. For the Assured Consumer (SERVQUAL: assurance), health and a good and safe environment are important. Under the influence of food scandals the emphasis is on natural and biological products. Consumers are driven to find alternatives if there are indications of potential risks. Information on the whereabouts of a product, the methods used for preparation, and â€Å"pure† products, are important attributes for this consumer. Violence and aggression have to be tackled by the hospitality business openly. The Healthy Consumer (SERVQUAL: responsiveness) values 80 Vera Toepoel â€Å"healthy† food. Colour, taste, form, structure, odor, and appearance are important attributes for a healthy lifestyle. The origins printed on products are also criteria for purchase. The Healthy Consumer buys at responsive businesses. The Experience Consumer (SERVQUAL: empathy) wants more than food or accommodation. Eating, drinking, and sleeping have to be experiences, where the consumer is able to participate in the business process and above all is surprised by the experience. The Experience Consumer wants individual attention and empathy from hospitality businesses. All of the identified groups value different attributes in the hospitality sector. Attitudes towards different attributes are found be related to demographics. Lea and Worsley (2005) find a significant effect of sex on hospitality beliefs. Bittencourt, Teratanavat, and Chern (2007) discuss household income, family size and composition, residential location, and age as important influencing factors on food and hospitality consumption. For example, age effects are associated with changes in nutritional requirements, tastes, and preferences due to aging and life cycle (Mori et al. , 2000). Cook (1994) discusses that spending on dairy products generally decreases with age, while spending on vegetables and fruits are higher in older age groups. Nayga and Capps (1993) give an overview of studies on food away from home and the socio-demographic factors considered. They find gender, urbanization, household composition, age, education, and income as most important factors influencing consumer behavior. Demographic factors can be used to predict differences in attitudes because the structure of demographic characteristics follows a specific pattern (Bittencourt et al. , 2007). It is important to take into account demographic characteristics to see how they influence consumers’ attitudes towards certain attributes. National policies can also influence consumer behavior and attitudes. At the time of this research, smoking policies were a hot topic in the hospitality sector. Although many businesses feared for their turnovers and some faced major losses due to the introduction of a smoking ban (Frumkin, 2004), other businesses did not notice any differences in consumer behavior before and after the introduction of the prohibition (Kramer, 1995), or even saw a business opportunity in it (Pratten, 2003). It is interesting to see how policy measures such as a smoking ban can have different effects on consumer segments. When hospitality businesses monitor which consumer segments they attract, it becomes more feasible to understand and react to national policies. In the remainder of this paper the five consumer attitudes are presented in a research instrument based on consumer segmentation, the Hospitality Monitor, together Monitoring Consumer Attitudes in Hospitality Services: a Market Segmentation 81 ith information attesting the reliability and validity of the scale and evidence that the construct is meaningful in analyzing consumer behavior. Methodology Design and implementation A research instrument was developed to distinguish different consumer segments in the hospitality industry based on the five consumer attitudes identified by the Dutch Tourism Knowledge Centre (2002). Since the boundaries between different attitudes are often blurred, the consumer attitudes were classified i nto the five main consumer service attributes of the SERVQUAL instrument (Parasuraman et al. 1988). These attitudes are clear and can be manipulated. The attitudes are useful for all sectors in the hospitality industry, from drinking, eating, to accommodation. About ten items per attitude were constructed to differentiate between attitudes. The research instrument consisted of 50 items measured on a five-point Likert scale. Items are presented in Appendix A. The score on each attitude indicates the respondent’s attitude towards the topic. Questions on gender, urbanization, household composition, age, education, income, and the smoking ban were also taken into account. Longitudinal measurements reveal the augmentation or weakening of certain attitudes. To demonstrate, the exact same measure was repeated some six years later. The questionnaires were fielded in the CentERpanel, an online household panel consisting of more than 2,000 households administered by CentERdata. The panel aims to be representative of the Dutch-speaking population in the Netherlands, including those without Internet access. The CentERpanel is based on a household probability sample selected by Statistics Netherlands, the national statistical agency. Households with no Internet access when recruited were provided with a so-called Net. Box, enabling a connection via a telephone line and a television set. If the household did not have a television, CentERdata provided that, too (see Appendix B for details about the panel). Data collection for Wave 1 took place in August 2003; 1644 panel members were selected and 1410 responded (response percentage 85. 7%). Data collection for Wave 2 took place in March 2009; 2446 panel members were selected and 1677 responded (response percentage 68. 6%). The demographics in both samples are roughly the same, as can be seen in Appendix C. Data was analyzed using SPSS version 17. 82

Assess the view that ethnic differences Essay Example for Free

Assess the view that ethnic differences Essay ?An Ethnic minority background increases your chances of arrest and conviction, some people argue that police racism in itself results in higher suspicion against black people in general. According to official statistics there are significant ethnic differences in the likelihood of being involved in the criminal justice system. Black and Asians are overrepresented in the system. For example black people make up 2. 8% of the population, but 11% of the prison population. Contrastingly whites are underrepresented. However such statistics do not tell us whether members of one ethnic group are more likely than members of another ethnic group to commit an offence in the first place; they just tell us about involvement in the criminal justice system. For example differences in stop and search or arrest rates may be due to police racism, while differences in rates of imprisonment may be the result of courts handing down harsher sentences on minorities. There are other sources of statistics to reveal link of ethnicity and offending. Victim surveys ask individuals to say what crimes they have been victims of. We can get information on ethnicity and offending from surveys when we ask what ethnicity of the person who committed the crime against them. For example in the case of mugging blacks are overly represented among those indentified by victims as offenders. Victim surveys show much crime is intra-ethnic; it takes place within rather than between ethnic groups. For example the British crime survey (2007) found 90% of where the victim was white; at least one of the offenders was also white. However while victim surveys are useful in identifying ethnic patterns of offending, they have several limitations. They rely on a victim’s memory of events. Ben Bowling and Coretta Phillips (2002) found whites may over identify blacks, saying the offender was black even when not sure. They only cover personal crimes, which make up 20% of all crimes. They exclude under 16s; minority ethnic groups contain a higher proportion of young people. They exclude crimes by big business; thus tell us nothing of ethnicity of white collar criminals. Thus victim surveys only tell us about the ethnicity of a small proportion of offenders, which may not be representative of offenders in general. Self report studies ask individuals to disclose their own dishonest and violent behaviour. Graham and Bowling (1995) found that blacks and whites had similar rates of offending, while Indians, Pakistanis and Bangladeshis had lower rates. Similarly Sharp and Budd (2005) note that the 2003 offending, crime and justice survey of 12,000 people found whites and mixed ethnic origin groups were more likely than blacks and Asians to say they had committed offences. The Home Office have conducted nine self report studies on drugs since the early 1990s, all with similar findings. Sharp and Budd (2005) found 27% of mixed ethnicity individuals said they had used drugs in the last year, compared to 16% of blacks and whites, and 5% of Asians. Use of class a drugs, such as heroin or cocaine was 3 times higher among whites than blacks and Asians. The findings of self report studies challenge stereotypes of blacks more likely than whites to offend, though they support the widely held view Asians are less likely to offend, however self report studies have their limitations in relation to ethnicity and offending. Overall the evidence of ethnicity and offending is inconsistent. For example while official statistics and victim surveys point to the likelihood of higher rates of offending by blacks; this is generally not the results of self report studies. There are ethnic differences at each stage of the criminal justice process. To explain them we need to look at main stages of the process that an individual may go through, possibly culminating in a custodial sentence. Phillips and Bowling (2007) argue since the 70s there have been many allegations of oppressive policing of minorities, including stop and search, deaths in custody, police violence and failure to respond effectively to racist violence. Minorities are more likely to be stopped and searched by police. Statistics show Asians were three times more likely to be searched under this act. Its thus unsurprising minorities are less likely to think police acted politely when stopped, or think they were stopped fairly. Phillips and Bowling (2007) argue these communities feel over policed and over protected and have limited faith in the police. There are three possible reasons for the disproportionate use of stop and search against minorities. Police racism; the Macpherson Report (1999) on the police investigation of the racist murder of black teenager Stephen Lawrence concluded there was institutional racism in the Metropolitan police. Other have found deeply ingrained racist attitudes among individual officers. For example Phillips and Bowling point out that many officers hold negative stereotypes about ethnic minorities as criminals, leading to deliberate targeting for stop and search. Such stereotypes are endorsed and upheld by the canteen culture of rank and file officers. Ethnic differences in offending; an alternative explanation is that the disproportionality in stop and searches simply reflects ethnic differences in levels of offending. However it’s useful to distinguish between low discretion and high discretion stops. In low discretion stops police act on relevant information about a specific offence, for example a victim’s description of the offender. In high discretion stops police act without specific intelligence. It is in these stops police can use stereotypes that disproportionality and discrimination are more likely. Demographic factors; ethnic minorities are over represented in the population groups who are most likely to be stopped such as the young, the unemployed, manual workers and urban dwellers. These groups are all more likely to be stopped, regardless of their ethnicity, but they are also groups who have a higher proportion of ethnic minorities in them, so minorities get stopped more. Figures in England and Wales show that in 2006/07, the arrest rates for blacks was 3. 6 times higher than for whites. Contrastingly once arrested blacks and Asians were less likely to receive a police caution. One reason for this may be more likely to deny the offence and likely to exercise their right to legal advice. However not admitting the offence means they cannot be let off with a caution and are more likely to be charged instead. The crown prosecution service is the body responsible for deciding whether a case brought by the police should be prosecuted in court. In doing so CPS must decide whether there is a realistic prospect of conviction and whether the prosecution is in the public’s interest. Studies suggest the CPS is more likely to drop cases against minorities. Bowling and Phillips (2002) argue this may be because the evidence presented to the CPS by the police is often weaker and based on stereotyping of ethnic minorities as criminals. When cases do go ahead minorities are more likely to elect trial before a jury in the Crown Court rather than the magistrates court, perhaps due to mistrust of magistrates impartiality. However crown courts can impose more severe sentences if convicted. Thus is interesting to note minorities are less likely to be found guilty. This suggests discrimination, in that the police and CPS may be bringing weaker or less serious cases against ethnic minorities that are thrown out by the courts. In 2006/7 custodial sentences were given to a greater proportion of black offenders (68%) than white (55%) or Asian offenders (59%), whereas whites and Asians were more likely than blacks to receive community sentences. This may be due to differences in seriousness of the offences or defendants previous convictions. However a study of 5 crown courts by roger Hood (1992) found even when such factors were taken into account, black men were 5% more likely to receive a custodial sentence, and were given sentences of an average of 3 months longer than whites. Another reason for harsher sentences id pre sentence reports (PRs) written by probation officers. A PRs is intended as a risk assessment to assist magistrates in deciding on the appropriate sentence for a given offender. However Hudson and Bramhall (2005) argue that PRs allow for unwitting discrimination. They found reports on Asian offenders were less comprehensive and suggested that they were less remorseful than white offenders. They place this bias in the context of demonising Muslims in the wake of 9/11 attacks. In 2007, one quarter of the male prison population was minorities. Blacks were five times more likely to be in prison than whites. Black and Asians were more likely to be serving longer sentences. Within the total prison population all minorities had a higher than average proportion of prisoners on remand. This is because minorities are less likely to be granted bail whilst awaiting trial. There are similar patterns in other countries, for example in USA two fifths of prison population is black. There was large scale migration from the Caribbean and Indian subcontinent in the 50s, at this time it was agreed minorities had lower crime rates. However by the 70s there was conflict between blacks and the police meaning â€Å"black criminality† became more of a problem. Contrastingly by the 90s Asian crime also became viewed as a problem. Events e. g. 9/11 cemented the idea that Asians were a threat to public order. There are two main explanations for ethnic differences in crime; left realism and neo-Marxism. Left realists Lea and Young (1993) argue ethnic differences in statistics reflect real differences in the levels of offending by different ethnic groups. Left realists see crime the product of relative deprivation, subculture and marginalisation. They argue racism had led to economic exclusion of ethnic minorities who face higher unemployment, poverty and poor housing. At the same time the Medias emphasis on consumerism promotes a sense of relative deprivation by setting materialistic goals that many minorities are unable to reach by legitimate means. One response is formation of delinquent subcultures, especially by young unemployed blacks. It produces higher utilitarian crime to cope with relative deprivation. Furthermore as these groups are marginalised and have no groups to represent their interests their frustration is liable to produce non utilitarian crime such as rioting. Lea and Young acknowledge police often act in racist ways and results in unjustified criminalisation of some members of minorities. However they don’t believe discriminatory policing fully explains the statistics. For example over 90% of crimes known to the police are reported by the public rather than discovered themselves. Under these circumstances even if police act discriminatory it’s unlikely it can account for ethnic differences in statistics. Similarly Lea and Young argue we cannot explain differences in minorities in terms of police racism. For example blacks are more criminalised than Asians. The police would have to be selective in their racism for racism to cause these differences. Lea and Young thus conclude that the statistics represent real differences in levels of offending between ethnic groups and these are caused by real differences in levels of relative deprivation and marginalisation. However Lea and Young can be criticised for their views on the role of police racism. For example arrest rates may be lower for Asians because police stereotype them differently. Stereotypes may have changed since 9/11, explaining rising criminalisation of this group. While left realists see official statistics reflecting real differences in offending between ethnic groups, other sociologists have argued differences in statistics do not reflect reality. These differences are the outcome of a process of social construction that stereotypes ethnic minorities as inherently more criminal than the majority of the population. The work of neo Marxists Paul Gilroy (1982) and Stuart Hall (1979) illustrates this view. Gilroy argues the idea of black criminality is a myth created by racist stereotypes of African Caribbean’s and Asians. In reality these groups are no more criminal than any other. However as a result of the police and criminal justice system acting on these racist stereotypes, ethnic minorities came to be criminalised and thus to appear in greater numbers in official statistics. Gilroy argues ethnic minority crime can be seen as a form of political resistance against a racist society, and this struggle has roots in earlier struggle against British imperialism. Gilroy holds a similar view to that of critical criminology which argues working class crime is a political act against capitalism. Most blacks and Asians in the UK originated from former colonies where their anti imperialist struggles taught them how to resist oppression, for example through riots and demonstrations. When they found themselves facing racism in Britain they adopted the same form of struggles to defend themselves, but their political struggle was criminalised by the British state. However Lea, Young and Gilroy are criticised on several grounds. First generation immigrants were very law abiding, so it’s unlikely they passed their anti colonialist struggle onto their children. Most crime is interethnic, criminals and victims usually have similar ethnic backgrounds, so it can’t be seen as anti colonial struggle against racism. Lea and Young argue Gilroy romanticises street crime as revolutionary. Asian crime rates are similar to or lower than whites. If Gilroy were right then the police are only racist towards black and not Asians, which seems unlikely. Stuart Hall et al adopt a neo Marxist perspective. They argue the 70s saw a moral panic over black muggers that served the interests of capitalism. Hall et all argues the ruling class can normally rule the subordinate classes through consent. However in times of crisis this becomes more difficult. In the early 70s British capitalism faced a crisis. High inflation and rising unemployment provoked widespread industrial unrest and strikes. When opposition to capitalism was growing the ruling class may need to use force to keep control. However the use of force needs to be legitimated or provoke more resistance. The 70s also saw a media driven panic of the growth of mugging. In reality mugging was a new name for street robbery and Hall et al suggest there was no significant increase of this crime at the time. Mugging was soon to be associated by the media, police and politicians with black youth. Hall et al argues that the emergence of the moral panic about mugging as a specifically black crime at the same time as crisis of capitalism was no coincidence; the moral panic and crisis were linked. The myth of the black mugger served as a scapegoat to distract attention from the true cause of problems of unemployment, namely the crisis of capitalism. The black mugger symbolised disintegration of social order. By presenting black youth as a threat to the fabric of society the moral panic served to divide the working class on racial grounds and weaken opposition to capitalism as well as winning popular consent to authoritarian forms of rule to suppress opposition. However Hall et al do not argue that black crime was solely a product of media and police labelling. The crisis of capitalism was increasingly marginalising black youth through unemployment and drove them to a lifestyle of hustling and petty crime to survive. However Hall et al have been criticised on several grounds. Downes and Rock (2003) argue that Hall et al are inconsistent in claiming that black street crime was not rising, but also that it was rising because of unemployment. They do not show how a capitalist crisis led to a moral panic, nor do they provide evidence that the public were in fact panicking or blaming crime on blacks. Left realists argue inner city residents fears about mugging are not panicky but realistic. Until recently the focus of the ethnicity and crime debate was largely about the over representation of blacks in the criminal justice system. However recently sociologists have studied racist victimisation of ethnic minorities. Racist victimisation occurs when an individual is selected as a target because of their race, gender or religion. Racist victimisation is nothing new, but brought into public view with the racist murder of Stephen Lawrence in 1993 and the subsequent Macpherson inquiry into the police investigation. Information of victimisation comes from two main sources; the British crime survey and police recorded statistics. These generally cover racist incidents, any incident perceived to be racist by the victim or another person. They also cover racially or religiously aggravated offences where the offender is motivated by hostility towards members of a racial or religious group. The police recorded 60,000 racist incidents in England and Wales in 2006/7, mostly damage to property and verbal harassment. However most incidents go unreported; the British crime survey estimates there were 184,000 racially motivated incidents in 2006/7. The police recorded 42,600 racially or religiously aggravated offences on 06/7, mostly harassment. 10,600 people were prosecuted or cautioned for racially aggravated offences in 2006. The risk of being a victim of any sort of crime varies by ethnic group. The 2006/7 British crime survey shows people of mixed ethnic background had a higher risk of becoming a victim of crime than blacks, Asians or whites. The differences may be partly the result of factors other than ethnicity. For example for violent crime factors such as being young, male and unemployed are strongly linked to victimisation. Ethnic groups with a high proportion of young males are thus likely to have higher rates of victimisation. However some of these factors such as unemployment are themselves partly due to discrimination while the statistics record the instances of victimisation they don’t capture the victim’s experience of it. As Sampson and Phillips (1992) note racist victimisation tends to be over time with repeated minor instances of abuse with periodic physical violence. The resulting long term psychological impact needs to be added to the physical injury and damage to property caused by offenders. Members of minority ethnic communities have often been active in responding to victimisation. Responses range from situational crime prevention measures such as fireproof doors to organised self defence campaigns. Such responses need to be understood in the context of accusations of under protection by the police who often ignore the racist dimension in victimisation and fail to investigate incidents properly. For example the Macpherson enquiry (1999) concluded the police investigation into the death of black teenager Stephen Lawrence was marred by incompetence, institutional racism and failure of leadership by senior officers. Others have found deeply ingrained racist attitudes among individual officers.

Acceptance of Violence in TV and Media

Acceptance of Violence in TV and Media The development of technology such as television, internet and radio, has led us to an important understanding of the surroundings in which we live in, surroundings which are mostly represented by the media, to an audience. As members of this media audience we are being constantly flooded with the notion of crime and violence by the use of technology. The notion of news is travelling very fast and it is present in every household with access to technology, and the media prioritise crime and violence as their central theme and broadcast it in order to attract a larger audience (Newburn, 2007). MacDougall (1968:12) states that ‘At any given moment billions of simultaneous events occur throughout the world†¦ All of these occurrences are potentially news. They do not become so until some purveyor of news gives an account of them. The news, in other words, is the account of the event, not something intrinsic in the event itself’ Thinking of the simple fact that when people watch television, there is always a slight chance that the channel they are watching will present a violent act, making people think that the media is a very powerful influence upon crime and violence (Potter, 2003). However, the media producers, in response to the public’s voice, claim that violence on television is just a reflection of the violence that occurs in society. Although it is perceived as being overrated and altering the reality, violence in the media is claimed by the producers as being just a response to the demand of it (Potter, 2003). Taking into consideration the last argument, the question ‘Why do people accept and enjoy watching violence in the media?’ arouses. It can relate to the fact that most media audiences are drawn into violent imagery just because it challenges their imagination, as in the case of video games. On the other hand it may presume just the simple notion of fitting in with the character and experiencing a fantasy of their own (Goldstein, 1998). Furthermore there are three main theories that I will be focusing on in order to reach for an answer to the question ‘Why people enjoy watching violent representations in the media?’, and these theories are based on the psychoanalytical approach, transgression or carnivalesque approach, and the sociological approach. A popular belief is that audiences are drawn into attending movies by their misleading or altered advertising campaigns. Producers often refer to a film as reaching out to their audience by these campaigns, and it stands in the hand of the producers how they represent these campaigns to a specific audience (Turner, 1999). It is also a fact that millions and millions are spent on publicity and advertising for new movies, but it is not always the case that the audience is drawn into them. Getting in touch with the audience is the hardest part for producers and it is only made through careful planning and exposure of the new production in such manner that the audience will react in a positive way (Turner, 1999). Metz (1982) described his experience as a member of the cinema as seeing the audience trying to reach out in the action of the movie, becoming part of it. To have a better understanding of how audiences confront with the thin line between reality and imaginary, we need to have a better focus at the unconscious level and its process of watching a production. By taking a closer look at the psychoanalytical approach, mostly interested in dreams, there is a correlation between film and dreams that offers a new perspective to researchers for the Freudian theories and the way in which the unconscious works (Turner, 1999). Metz (1982) stated that the boundary between reality and imaginary is fading away for the audience, and the gap between these two has been described by Freud as â€Å"the location of desire† and it is covered by media productions (Turner, 1999:131). The psychoanalytical approach emphasizes on the notion of ‘look’ upon the audience, audience which is also referred as ‘the spectator’ (Turner, 1999:131). This notion takes a very much influence within the Freudian and post-Freudian theory as it stands in the individual’s power to self-define him and establish a certain relation with the surroundings. Based on this notion, therefore the audience is not only performing the action of viewing, but they also get caught within the story of the media production and inflict certain values and strengths, which make them accountable for a position of power. This position of power is described by Freudian theory as being one such of a position of a voyeur, which in other terms ‘†makes an object of† those caught unwittingly in the power of his gaze’ (Turner, 1999:131). Graeme Turner (1999) argues that we as human beings we always identify within characters that we see on the screen, such as heroes or heroines, in order to feel self-accomplished. The psychoanalytical approach identifies two main categories of audiences, first category being argued by Metz (1982) as being the simple identification with the notion of cinema, seeking out the mystery revealed by the screen. For the second category, Metz (1982) argues that the cinema stresses out the viewer’s perception with the vision of the camera. Based on these arguments, the audience finds itself in a position of confusion and distortion between reality and imaginary, as the media tends to influence their behaviour in society in such manner that they establish an audience-media relationship (Turner, 1999). Laura Mulvey (1975) argued that in relation to violent representations of crime and the psychoanalytical approach, the media is shaped around the principles of narcissism and voyeurism. Mulvey (1975) also believed that these two principles are main feature for the film industry in order to establish the audience-media relationship. The psychoanalytical approach also established a connection of human sexuality to the notion audience-media relationship. Media productions also focused on the revealing of the female body and using it as a tool, whilst the male viewer is thought to be central to the notion of spectator. Violent representation in the media appears in many ways, and the media has always been taken for granted as a source of trust by presenting their stories and revealing the true nature of the environment. By the simple method of how media releases their stories, part of the audience does not take into consideration the fact that these stories react at an unconscious level and sometimes violent representations can lead to instigation. The media is a powerful tool that by using the right set of words and images can alter the audience into believing what they want them to believe. People choose to watch violence in the media, not as a source of comfort, but most of the times as a precaution to have a better understanding of the society in which they live in and to know how to behave or react (Goldstein, 1998). It is up to every individual how he reacts to the set of imagery and words, although the media is already offering a certain perspective. Jeffrey Goldstein (1998) stated that ‘An undeniable characteristic of violent imagery is its emotional wallop. It gives most people a jolt.’ (Goldstein, 1998:216). Based on this argument, the notion of violence for some audience represents a part of interest, an incentive. Not only that it reacts as an incentive, but audiences that enjoy violent representation, according to Goldstein (1998), emphasize a great understanding in their own personal lives the notion of violence. For some it might be just the fact of seeking the thrill of experiencing the good guy or bad guy experience. On the other hand the joy of watching violent representations of crime might be expressed as ‘an outcome of the â€Å"civilizing process†Ã¢â‚¬â„¢ (Elias, N., Dunning, E. cited in Goldstein, 1998:217), outcome that stands between the lack of opportunity and real life experience. . Violence in the media appears in a more exciting way for others, thus the attraction for violent imager y results as desire to overcome their state of mind. Moving on to the sociological approach in order to explain the desire to watch violence in the media, we take into consideration the work of Stuart Hall (1973), who sought the media as a challenge and tried to expose a new theory about how the production is made, how it is broadcasted and how it is absorbed by the audience. In short terms he explains the process of encoding and decoding of messages and images. Stuart Hall (1973) explains that the media-audience relationship works through the help of the sender, the message and the receiver. He argues that the media creates his own message and sends it across to the audience, but the audience itself might not perceive the transparent message that should be received. Martin Innes (2004) developed a social understanding of the signs and sign system of risk perception, also referred as â€Å"signal crimes†, and it focuses on the way people interpret and define threats to their security. Mass media is a useful tool in analysing the signal crime methodology, as it provides information in how certain news can shape critical events into signal crimes (Innes, 2004). The central idea of the signal crimes perspective is that every person is entitled perceive their own understanding of crime, thus violence in the media occurs as a criminogenic risk. â€Å"The [media violence] debate has been profoundly masculine in orientation. One of the most significant challenges of the future is to shift the terms of debate away from the dominant, but limiting, models of free speech and censorship, which derive from masculine ideas of aggressive journalistic realism on the one hand and of paternalistic protectionism on the other†(Cunningham, 1992:71). Media takes an important place in our lives, as it constantly providing us public culture, although in terms of violence it might be in some cases risk aware, or if it just only to satisfy ourselves by stepping out of the boundaries of reality ( Carter, 2003). Taking for instance the news industry, it is their number one priority to sell violence and keep it on the front page of their newspapers or on television. The question that arouses on these premises is why do violence sells? Most of the times the audience’s perception lies in the factor of security and integrity, therefore the notion of violence for them stands in terms of their own security, how safe they feel in their private home or in the street (Carter, 2003). The carnivalesque or transgression approach has its roots in Mikhail Bakhtin’s (1941) theory as he describes it as a speech-genre that manifests across different cultural grounds, especially in carnival. He describes a carnival as being a pass for everything, where audiences and actors takes place with no difference aside them. Also the notion of carnival was stripping people of rank, thus making everyone participating with equal status, boundaries between rich and poor disappearing. The whole purpose of the carnival was to allow people to express thoughts and creativity in a free manner (Bakhtin, 1941). Following these arguments, we can perceive media as being the central theme in terms of the carnival, however audiences participating only as audiences. By the representation of violence in the media, taking into account Mikhail Bakhtin’s theory of carnivalesque, we can also consider that media is an instigation to push our limits and exceed the normal routine by joinin g their own â€Å"carnival†. Media is considered to be a useful tool in mass control, by sending out transparent messages, by instigating people or by simply revealing the society itself. In other cases, like videogames, the audience is drawn into violence as it offers a source of impersonation by taking the place of a bad guy or good guy and seeking justice and adventure by committing violent acts. It can relate to the fact that videogames fill the gap between place of desire and reality, as it also offers a sense of strength and puts the individuals in a place of complete control and power (Carter, 2003). As with the development of technology, people are drawn into films that include violence as it offers a different understanding of the social surrounding and that is with the help of special effects. Looking at horror movies or science fiction movies, special effects play an important part to the media-violence-audience effect. It is recognised that the acts of grotesque that appear on screen are unacceptable , but however that is what people are drawn into, too see the world with different eyes (Carter, 2003).

Comparing two war poems written by Wilfred Owen: Dulce et decorum Est E

Comparing two war poems written by Wilfred Owen: Dulce et decorum Est and Anthem for Doomed Youth. In this essay I will be comparing two war poems written by Wilfred Owen: ‘Dulce et decorum Est’ and ‘Anthem for Doomed Youth’. By comparing the two I will be able to distinguish the fact that Wilfred Owen is very anti-propaganda and why he feels so strongly about this. The two poems have many similarities but also a fair amount of differences, which I will be discussing in this essay. The two poems have a strongly anti war message and in both the victims of war are the young men who’s lives are wasted. ‘Dulce et decorum Est’ uses the description of a gas attack to show how horrific the reality of war is. Owen describes the victim with, ‘The white eyes writhing in his face†¦the blood†¦gargling from the froth-corrupted lungs.’ The physical horror of this helps to shape his message. It is addressed to the propaganda poet Jessie Pope and tells her that it is a lie to say that it is sweet and honorable to die for one’s country. A similar message in ‘Anthem for Doomed Youth’ describes the slaughtered young men who ‘die as cattle’. Owen expresses his anger in a set of contrasts between a real funeral and the lack of a funeral for these young men. For example, instead of a service with a choir, they only have ‘the shrill demented choirs of wailing shells’. As you would expect, the tone and mood of both poems is deeply serious as Owen has a strong message in both of them. However, they are different. ‘Dulce et decorum Est’ expresses a great deal of horror and anger. The horror is set aside for the terrible pain and terror of the gas attack, not only for the victim but also for the poet. He writes, ‘In a... ...ack, making a strong message to contradict the vague, Latin phrase about how sweet it is to die for your country. In ‘Anthem for Doomed Youth’ Owen develops a singe image, the idea of the funeral ceremony for the dead. The first line asks about the ‘passing bells’ and the rest of the octave describes the various sounds of war, which are substituted for the funeral bells. This includes the ‘monstrous anger of guns’, the rattling of the riffles and the wailing of the shells. The sestet begins by asking where are the candles for the funeral service but goes on to tell us that ‘holy glimmers of goodbyes’ in the eyes of the boy soldiers will have to instead. The funeral cloth placed over the coffin is replaced by ‘the pallor of girls brows’. Instead of flowers, they have ‘the tenderness of patient minds’. All the images are based on the original comparison.

Middle Passage Essay -- Literary Analysis, Charles Johnson

INTRO Examination into the true heart of experience and meaning, Charles Johnson’s Middle Passage looks at the structures of identity and the total transformation of the self. The novel talks about the hidden assumptions of human and literary identity and brings to view the real problems of these assumptions through different ideas of allusion and appropriation. As the novel tells Rutherford Calhoun’s transformation of un-awareness allows him to cross â€Å"the sea of suffering† (209) making him forget who he really is. The novel brings forth the roots of human â€Å"being† and the true complications and troubles of African American experiences. Stuck between posed questions of identity, the abstract body is able to provide important insight into the methods and meanings in Middle Passage. RUTHERFORD’S TRANSFORMATION Middle Passage’s protagonist , Rutherford Calhoun, shows that identity is a dangerous â€Å"middle† experience for the African American offspring that endured the middle passage. As a survivor of a unknown place and subject to total isolation of his own personal experiences we find Rutherford searching for meaning. The novel questions the structure of human and literary identity by testing the power of duel oppositions and abstraction to portray the meaning of experience: "Our faith in fiction comes from an ancient belief that language and literary art all speaking and showing-clarify our experience" (Being 3). By questioning the African-American experience, Johnson radicalizes faith and is able to show the complexities of experience and change. Johnson’s examination into identity, which we can see as both human and textual, depends mainly on the appropriation for its literal and pensive methods. This contradictory space of ... ...o becoming "like any other men," or if not like every other man they become more like Rutherford himself: â€Å"They were leagues from home - indeed, without a home - and in Ngonyama's eyes I saw a displacement, an emptiness like maybe all of his brethren as he once knew them were dead. To wit, I saw myself. A man remade by virtue of his contact with the crew. My reflection in his eyes, when I looked up, gave back my flat image as phantasmic, the flapping sails and sea behind me drained of their density like figures in a dream. Stupidly, I had seen their lives and culture as timeless product, as a finished thing, pure essence or Parmenidean meaning I envied and wanted to embrace, when the truth was that they were process and Heraclitean change, like any men, not fixed but evolving and as vulnerable to metamorphosis as the body of the boy we'd thrown overboard. (124)†

A Dolls House by Henrik Ibsen :: English Literature

To understand the meaning of A Dolls House by Henrik Ibsen we read the whole script. To go deeper into the meaning we used our own drama abilities to explore. To understand the meaning of A Dolls House by Henrik Ibsen we read the whole script. To go deeper into the meaning we used our own drama abilities to explore. We used Hot-Seating, Collages, and Still Image. All of these three things helped me understand the meaning of the play and explore the characters further. The script does not tell me everything I need to know, a lot of things are hidden, and techniques are needed to protrude facts. When you begin to understand the play you begin to appreciate what a fantastic play writer Ibsen actually is. We used Hot Seating at first in the exam. The teacher would say a character and the stage the character is at in the play. The character I have chosen to analyse is Nora. Vicki played Nora in Hot-Seating. We all asked her questions to see how she answered her. This helped a lot as we were finding things out about Nora that are not bluntly stated in the script. For example we find out why she has macaroons and how it builds up tension. When Vicki was being Nora it made me realise what Ibsen was doing with the Macaroons. He was building up tension bit by bit. The macaroons were showing the reader of the play that Torvald had some kind of control over Nora and that she had a disobedient side to her. It showed us she would lie to Torvald. Throughout the play this enhances and evolves into something much bigger. Nora has lied to Torvald and this time it is much more serious than macaroons. She has betrayed him and it is close to him finding out. The macaroons were Ibsen's way of showing me that Nora was devious and could undermine Torvald and then it transforms into something much bigger. The reader knows this could happen but when it does it shocks. To show me what I said above someone asked the question "Would you ever lie to Torvald?" Vicki helped me understand that towards the end Nora begins to realise she does not love Torvald and that she decides to leave him. This showed me that Torvald could NOT stop her and shows me how sexism has collapsed socially. Ibsen is trying to show how bad sexism is in this play. , Using Nora and Torvald. I Played Mrs Linde in Hot-Seating, it helped me also being in he position.

Clinical Applications Of Exercise Health And Social Care Essay

Documents look intoing the benefits of exercising plans for PAD, constituents of PAD exercising plans and patient conformity to exert plans were sourced for this essay. The undermentioned databases were reviewed, AMED, Medline ( PubMed ) , Medline ( ESCO ) , CINAHL, Sports Discus, Cocharane, Google, Google bookman, ( form origin to show ) . Using a combination of the undermentioned key words, Peripheral arterial disease, Peripheral vascular disease, exercising, benefits, conformity, attachment, effectual, constituents, guidelines, and exercising rehabilitation. Merely English linguistic communication publications were considered. A sum of 253 relevant surveies were retrieved between Feb 24th and March 10th ( non including Google which retrieved a consequence of 51,000 of which merely 10 were relevant following reading the full rubric ) . Consequences from the hunts were viewed and 1s of the most relevancy were chosen restricting it to 24 articles. Mentions from these articles were so searched utilizing the databases together with an extended manus hunt.Benefits of exercising programme.In patients with ( PAD ) intermittent lameness ( IC ) is the chief clinical symptom experienced. Patients can see musculus cramp/aching during walking secondary to muscle ischaemia in the calf, thigh or natess ( Willigendael et al 2005 ) . These symptoms may restrict public presentation in day-to-day activates and possible impair personal, societal and occupational functional capacity ( Regensteiner et al 1996 ) . An intercession like exercising preparation improves lameness symptoms, additions pain free walking distance and enhances quality of life. There are a figure of possible mechanisms for this betterment such as, alterations in musculus metamorphosis, versions of blood flow in the fringe, addition in hurting threshold and alteration in pace ( Regensteiner et al 1997 ) . For over 50 old ages simple walking exercising has been the primary recommended intervention of Peripheral Arterial Disease. In fact the original recommendation for an exercising plan as a method for handling patients enduring from intermittent lameness came from ( Erb in 1898 ) .In 1966 Larsen and Lassen conducted the really first randomized controlled trail look intoing the consequence of exercising on a population with PAD. Fourteen patients were indiscriminately allocated to either a Pedometer monitored exercising group verses a tablet placebo group. The consequences showed that after six months of the walk-to exercising plan unpainful walking had increased by a distance of 106 % and the mean maximal walk-to clip had improve by 183 % compared to the control, ( Larsen et al 1966 ) . Since so there has been a big figure of non-randomized and randomized controlled surveies look intoing the consequence of exercising on patients with PAD. In the most recent Cochrane reappraisal in 2008 look intoing â€Å" Exercise for Intermittent Claudication † ( Watson et al 2008 ) , the chief purpose was to find the efficaciousness of an exercising plan in patients with IC relief symptoms and bettering walking distances and times. Twenty-two randomized controlled tests met the inclusion standards affecting a sum of 1200 topics. Fourteen of these surveies compared exercising with usual attention or a placebo and the others compared Exercise with other intercessions i.e. surgery. The signifiers of exercising in this meta-analysis varied from walking to strength preparation to upper or lower limb exercisings to punt striding. Sessions were either supervised or un-supervised. The Sessionss by and large took topographic point twice a hebdomad. Outcomes were measured at times runing from 14 yearss to two old ages. The consequences showed that in comparing to usual attention exercising improved maximum walking clip on a treadmill b y an norm of five proceedingss in a sum of 255 participants. Pain-free walking distance was increased by norm of 82.2 metres and the mean maximal walking distance was increased to 113.2 metres in six tests. From the meta-analysis it is clear that the mean betterments in walking distance and clip were clinically and statistically important, some topics responded better than others which may signal changing conformity issues with different exercising programmes. Clearly we can see being able to keep walking for a longer period of clip with less lameness hurting is improved with exercising governments which will hold a clinically important impact on the functional capacity of the PAD patient. This meta-analysis of randomised surveies nowadayss good confirmation of the benefits of exercising as a intervention and these consequences are supported by grounds from a old meta-analysis carried out by Gardner and Poehlman in 1995. This meta-analysis of 21 randomised and non-randomized tests o f exercising preparation showed an mean maximum walking clip addition of 120 % and unpainful walking clip addition of 180 % on norm. ( Gardener et al 1995 ) . These findings suggest that exercising plans have a clinically of import function to play in the intervention of PAD. One of the most recent surveies by ( McDermott et al 2009 ) supports this construct. The aim was to find whether supervised treadmill exercising or lower appendage opposition preparation better functional public presentation of patients with PAD with or without lameness. It was a randomized controlled test performed in a clinical scene over a period of four old ages affecting 156 patients with PAD. Subjects were indiscriminately assigned to a, supervised treadmill exercising, lower appendage opposition preparation, or a control group. The treadmill exercising group had a average addition of 35.9 metres for their 6-minute walk trial in comparing to the control group, whereas the opposition preparation group had an addition of 12.4 metres in comparing to the control group. For brachial arteria flow-mediated dilation, those in the treadmill group had a average betterment of 1.53 % compared with the control group. The treadmill group had greater additions in maximum treadmill walking clip 3.44 proceedingss than the control group. The opposition preparation group had greater additions in maximum treadmill walking clip 1.90 and step mounting 10.4meters than the control group ( McDermott et al 2009 ) . From this we can clearly see the benefit exercising programmes have in relation to PAD.ComponentsThere is really strong grounds of the important clinical application of exercising as a intervention of PAD. We know the benefits of an exercising plan for PAD but what are the constituents of most effectual exercising intercession. Harmonizing to the meta-analysis by ( Gardner et al 1995 ) the greatest additions in walking ability were noted when certain constituents were implemented into a plan. The primary constituent of an exercising plan for bring forthing betterments was walking to near maximum hurting. â€Å" Exercise plans that had patients walk to approach maximum lameness hurting ( high hurting terminal point ) demonstrated greater betterments in lameness symptoms than plans that had patients halt walking at the oncoming of lameness hurting † ( Gardner et al 1995 ) . Harmonizing to the meta-analysis the 2nd most important constituent was the length of the exercising programme implemented. There was a reported â€Å" 22 % and 28 % in the addition in the distances to onset and to maximal lameness hurting during treadmill proving, severally in Programs enduring 6 months or more. â€Å" ( Gardner et al 1995 ) . Third the type of exercising was the following effectual constituent for the betterment. †Programs that had patients exert entirely with walking produced greater additions in lameness hurting distances than plans that included a assortment of physical activities † ( Gardner et al 1995 ) . A factor of less significance was the continuance of exercising preparation of at least 30 proceedingss was advised as it had a greater result. These consequences have really strong deductions for planing a specific exercising plan. The current American College of Cardiology ( ACC ) and American Heart association ( AHA ) Guidelines for the Management of Patients with PAD are based on a reappraisal of †Exercise and lameness † by ( Stewart et al 2002 ) . They comprise of the undermentioned recommendations. Treadmill walking/track walking are regarded as the most good exercising for lameness. The method of exercising should set up an strength that produces the lameness symptoms within three to five proceedingss depending on the topic. Once these symptoms of moderate badness are reached the topic should rest either in sitting or standing until the symptoms are resolved. Once the topic no longer feels any uncomfortableness exercisin g sketchs at the same strength once more for three to five proceedingss until moderate strength hurting is reached one time more. This rhythm of exercising remainder continues until a sum of 30 five proceedingss of treadmill walking is completed. ( Stewart et al 2002 ) recommends integrating an excess five proceedingss each session until a entire clip of 50 proceedingss of treadmill walking is achieved. As the topic progressed in the plan their walking and therefore clip to chair strength hurting lameness will be prolonged. Their work burden should therefore be adapted. This is done by custom-making the grade/speed of the walking to guarantee advancement is maintained. Harmonizing to the TASC I guidelines ( The Inter-Society Consensus for the Management of PAD 2000 ) †either the velocity or class can be increased but an increased class is recommended if the patient can already walk 2mph. Besides an extra end of the plan is to increase patient walking speed up to 3mph from the mean walking velocity of 1.3-2.mph. † An facet that must be kept in consideration is that many of the surveies in the reappraisal by ( Stewart et al 2002 ) and significantly the Meta analyses by ( Watson et al 2008 ) and ( Gardner et al 1995 ) on which the current ACC/AHA guidelines are based, is that there are many unidentified factors taking to possible differences in the lameness distance. In many surveies factors such as average age which harmonizing to ( Gardner et al 1995 ) did hold a relation to additions in lameness distances following preparation, and other factors such as hapless peripheral hemodynamic profiles, disparity in badness of PAD, different capable weights, tobacco users and non tobacco users and patients with diabetes, were non taken into consideration in the reappraisals. While there is some possibilities for prejudice the chief findings and the deductions of these are incontrovertible.Conformity issues associating to EmbroiderA reappraisal on patients attachment to exert and advice ( Middleton 2004 ) postulated that there are legion direct and indirect factors that have an consequence on patients attachment in relation to exert. These included, the topics ain beliefs and attitudes, patients anterior exercising history, Age, Self-efficacy, grade of sensed hurting, venue of control and psychosocial factors. In a reappraisal survey by ( Slulijs et al 1993 ) three chief lending factors of patient non-compliance came to the bow. Firstly †Barriers patients perceive † ( Sluijs et al 1993 ) . Barriers such as non happening the clip or non being able to suit the exercising into their day-to-day modus operandi. Besides mentioned were Motivation to exert and trouble. These all tended to be factors that had the most consequence on attachment. Secondly deficiency of encouragement and feedback lowered attachment. It was noted that the more supervising, positive feedback and encouragement the patient received the better the conformity. †Feedback influences conformity rates † ( Sluijs et al 1993 ) . The 3rd primary factor act uponing attachment was the patients ‘ grade of weakness. Patients with more disablement caused by unwellness adhered better in comparing to those who were less handicapped. ( Pollock 1988 ) in a reappraisal of factors impacting exercising conformity besides concluded that exercising prescriptions of †of moderate strength were associated with greater attachment than prescriptions for vigorous activities † ( Pollock 1988 ) . The above are adherence issues with exercising intervention in general and although they are non specific to PAD, many of the concerns and issues will be the same for PAD. A reappraisal ( Armen et al 2003 ) that is more specific to this clinical status studied the conformity issues and behavioural schemes in patients with PAD, CAD and DM. It was found that a big bulk of patients discontinued the exercising plan within the first twelvemonth. Frequent direct and indirect barriers that the patients encountered were locations of the service, as mentioned antecedently reduced encouragement and hapless supervising by the clinician besides reduced attachment. Un-realistic ends and outlooks set by patients was besides a factor. Boredom and motive once more affected conformity. Both the particular and non specific factors associating to exert attachment must be taken into consideration.DecisionFrom this essay we can see how the grounds shows how effectual and good an exercising programme can be for patients with PAD. We know the constituents that make up the most effectual exercising programme and we besides know in item many of the conformity issues that are related to patients with this status.

Manchester Product

Manchester Products A Brand Transition gainsay Recommendation Here are 2 companies stimulately Manchester Products and capital of Minnesota Logan article of furniture sectionalisation, twain offer furniture in polar sectors. Indeed, Manchester Products has been k at presentn for might furniture dapple capital of Minnesota Logan piece of furniture voice is ex potpourri high-? end fashionable home furniture. Manchester should co-? post the capital of Minnesota Logan article of furniture division billet by using a dodging that makes Manchester an endorser blur (Aaker D. , 2004). In this instruction the existing product canal could now be called Manchester capital of Minnesota Logan article of furniture socio-economic class and after devil long time,Manchester should introduce a forward-looking ho habithold furniture shuffle. hassle statement The problem that Manchester faces is that of transitioning from one node segment, which is the office furniture segment t o some other segment which is the segment of household customers. If we fork up a look at the peril 4, the table highlights clearly the strengths of capital of Minnesota Logan piece of furniture Division which are various than the Manchester Products. opus the bone marrow product is the corresponding, the grocerying, stigmatization and diffusion techniques give differ. The choice of these strategies and the alternates present problems to the party. As ar as the next issues regarding the divergent distribution strategies of both the greases are concerned, Manchester follows a excite scheme where it manufactures the furniture and sells it on course of instruction, finished retailers, specialty stores as well as through the direct gross revenue force. As remote as capital of Minnesota Logan furniture Division is concerned, it too follows a ram strategy as it designs its products and manufactures them, with turn out addressing specific consumer requirements. Assumpt ions The upcoming for Manchester, as a household and an office retailer instigator forget desire to keep in mind that the Paul Logan piece of furniture Division quote annot be used after terzetto age. other assumption is that furniture chain stores concerns lead be satisfied, as Manchester will be able to provide them with products with the endorsed Paul Logan article of furniture Division name. This will enable them to puddle a comfort level actual with Manchester so that once two years dedicate lapsed and the new Manchester grime is introduced, these stores will be willing to escape them, based on a swell relationship (Aaker D. A. , 2004). Discussion and analysis The consequence that take ons to be undertaken in allege to resolve the challenge of instigant transition, considering that the bon ton an only use the brand name for three years and the fact that it cannot use it to brand new products indicates that adoption of the Paul Logan furniture Division bra nd name is not a sustainable strategy. Therefore, the prompt given by Lisa regarding delaying the name change is not feasible and would only aid to confuse consumers (Davis, 2000). The suggestion where Gary recommends that all products should be rebranded to Manchester immediately ignores the core reason for the encyclopedism of Paul Logan Furniture Division. The acquisition was carried out to assistant Manchester enter the household furniture market nd if the name is not used then the acquisition would, in essence, waste the power of the Paul Logan Furniture Division brand in the consumer market. In so cold as the ultimately recommendation is concerned, the gradual change in one or two categories will help in registering the fact that Manchester has the same quality products as Paul Logan Furniture Division, and will help to leverage the acquired brand name better. However, this will be against the core principles as stated by Al and Laura Ries as an immutable law of branding (Ries & Ries, 1998). The law of singularity states that the brand should fend for for ne particular epitome in the mind of the consumer. In as remote as the case goes, it has been stated that Manchester has an image of a conservative furniture brand that is mainly corporal in its approach, using conservative and elegant designs. Paul Logan Furniture Division has a all in all different positioning, and is meant to be a contemporary swell furniture brand that is preferred by consumers who are trend setters in way. This charge market serves to be a completely different brand role which is vaporous and trendy as compared to Manchesters persona which is serious and elegant. Therefore, none of hese strategies would have worked in the market place, and there was a pauperism for a much comprehensive, and focused strategy that could harness the positive goodwill generated by Paul Logan Furniture Division so that Manchester cold sustain the advantage in the longer run, even after t he three years had passed. That is the reason why the quaternate strategy of endorsing the Paul Logan Furniture Division brand had to be considered. The marketing communications campaign that is used will need to focus on this endorsement, so that the brand name be engenders so entrenched in the consumers mind, that even when three years nd and Manchester is relived of the right to use the Paul Logan Furniture Division name, Paul Logan Furniture Division is subconsciously perceived as a Manchester brand (Davis, 2000). As far as get by and push strategies are concerned, the federation in case of the Paul Logan Furniture Division brand line should continue to follow a push strategy, with promotional offers and designs that can enhance sales as well as market recognition. However as far as the office furniture division is concerned, the company should also introduce a pull strategy whereby orders are taken from corporate buyers and are customized ccordingly. Implementation The propo sed recommendations have two phases. The first is endorsed product lines while the routine is a new product line at the end of two years. In the first scenario the action plan would signify as an immediate step, a gameboard and then a company-? wide run into where all employees are brought onto the same paginate with reference to the strategy proposed of endorsing the brand. The employees need to be reminded that they are brand ambassadors. As far as the sales force is concerned, Paul Logan Furniture Division sales team up will have to be instructed to consciously endeavour and callPaul Logan Furniture Division as Manchester Paul Logan Furniture Division in all verbal, create verbally and online communications. The sales force will have to be briefed and trained in adjacent the company policy. Moreover, some sales raft will be permanently fit(p) at larger retail stores to help answer and queries regarding the corporate endorsed brand. Secondly, retailers and distributors w ill be brought on board, and all their concerns and issues should be answered proactively. Ad and communications campaigns also need to be worked on focusing on Manchester Paul Logan Furniture Division. Once the endorsement trategy ceases to exist, the company will have to have a contingency plan in give to the situation Moreover as new products cannot bear the Paul Logan Furniture Division name, the company will have to come up with a new brand of household furniture, after two years of using the Paul Logan Furniture Division name. The implementation procedures in this case will include promotional strategies for retailers and wholesalers who will be encouraged to push the product more than the competitors products. Implementation is the expose to executing a successful brand strategy and these measures will aid in just that.