Discussion of the View that Morality and Religion are...

Discussion of the View that Morality and Religion are Linked The view that morality and religion are linked together implies that it is God who dictates to us humans whatever is moral. Therefore, any action dictated to humans to carry out by God is morally right or acceptable. Looking from this point of view, morality would be based on unchangeable laws and this view is deontological because it based on golden rules and does not look at present consequences before it is considered moral or right. This view makes morality objective as it lays down certain rules for humans to live by. The Euthyphro dialogue is what the issue of religion†¦show more content†¦Kierkegaard, a group of Christians whose view is based on the absolute paradox believes that God became a man on earth (Jesus Christ, who is God in human form) and portrayed morality and goodness. In addition, the Anabaptist group of Christians refused in any way to be violent, taking seriously the surrender of Jesus on the cross. This view of Christian Existentialism strictly links morality and goodness to the existence. (It is not possible to be moral without believing in God). The perspective that morality and religion are linked is strengthened by the belief in Christian existentialism in that the presence of God as Jesus Christ on earth gives us an ideal example of what morality and goodness exactly are, as this view supports the fact that God in his self is morality. In addition, another strength of the view that morality and religion are linked is that it makes it possible for humans to avoid the problem of ambiguity. This simply means that humans do not have to worry about their actions being morally acceptable in various conditions, place, time or generation to which they find themselves in. On the other hand, the view that morality and religion are linked also has its weaknesses, which include the fact that God’s will might be arbitrary. For example, if we believe that everything that God commands is morally rightShow MoreRelatedStatistical Applications1295 Words   |  6 Pagesbe questioned. Friedrich Nietzsche was a philosopher in the nineteenth century from Germany. Even today is philosophy is questioned and continues to be controversial. His views on morality and religion were the cause for much discussion in his time. Nietzsche â€Å"challenged the foundations of Christianity and traditional morality† (Stanford Encyclopedia of Philosophy, 2010). His writings had a provocative style and to this day no agreement has been reached regarding the meaning. To compare the workRead MoreDurkheim s Sociological Perspective On Religion1733 Words   |  7 Pagessociological approach to religion. Several central aspects of Durkheim’s approach are defined, including the concepts of religion, clan, and totem. The Totemic Principle and how it can be applied to religion is also discussed. Supporting evidence for Durkheim is offered through Eliade, while dissension is offered by Malinowski. This work concludes with an example of Durkheim’s ideas applied to the story of Lame Deer. Background Any discussion of Durkheim’s views on religion from a sociologicalRead MorePolitical Action and Morality in Machiavellian Times1232 Words   |  5 PagesThe Florentine politician, known most famously for his work, The Prince, discusses, among other things, the relationship between morality and political action. However, unlike the vast majority of his European predecessors, who often argued that political power should be in the hands of the morally virtuous ruler, Machiavelli produces a contrary argument, in which morality plays no role in judging the difference between legitimate and illegitimate uses of power. To this end, he argues that a ruler’sRead MoreReligion And Religion Essay1314 Words   |  6 PagesReligion is universal. Although people may have different ideologies and practices, everyone believes in something, whether they deem it their religion or not. In this way, religion is a powerful connection between all of humanity; thus, it is important to under stand the people behind religion and how their unique characteristics correlates with and influences religion—whether that be their social class, ethnicity, gender, or politics. However, ethnicity and gender, along with the closely linkedRead MoreHow Nurturing Shapes The Hero1873 Words   |  8 PagesHero The topic of human morality has been debated by great thinkers throughout human history. â€Å"And human nature too is like the water: it doesn’t chose between good and evil any more than water chooses between east and west.† (Austin 79) In fact, it can be argued that what constitutes an immutable form of good vs. evil has been at the source of debates in both religious morality and a broader philosophical understanding of what these forms represent. 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Relativism makes reference to several opinions while moral relativism alleges morality is not built around a conclusive model. This paper will discuss three of the four points made in Lenn Goodman’s article â€Å"The Good Society†, published by Penn State University Press in regards to slavery, polygamy, and incest; genocide, famine, andRead MoreThe Law Of Desire : Temporary Marriage1584 Words   |  7 PagesThe Law of Desire: Temporary Marriage in Shi’i Iran The Law of Desire: Temporary Marriage in Shi’i Iran is an anthropological study of temporary marriage (mut a) in the Shi i Muslim religion. According to Shahla Haeri s original first-hand study, mut a is an institution in which marriage, sexuality, morality, religious laws, cultural practices, and the relationships between the sexes converge. Haeri takes it upon herself to explain how permanent marriage and modern forms of adultery differ fromRead MoreEthical Views Of Kant And Nielsen3041 Words   |  13 Pagesthe paper is to compare ethical views of Kant and Nielsen. Both figures are quite noticeable in philosophy of ethics. The works of Kant stand out among the philosophical treatises on ethics. Kant’s ethics in many ways was the pinnacle of moral philosophy of modern times. Nielsen considered that philosophy is related to practical matters. Philosophy thinking includes abstract theorizing and practical action. Nielsen claims that morality cannot be grounded on reli gion, and that there is no sign to demonstrateRead MoreBased Stress Reduction And Behavioral Therapy Course Essay1253 Words   |  6 Pagesbehavior, both normal and abnormal, is learned, albeit with the relatively hard-wired input of biological and genetic makeup. In general, behavior are determined by our personalities, and personality theories recognize that personality is made up by our view of our self, others, and the world. Everyone is born with a biological and genetic predisposition to act in a certain way in response to environmental input. Whether CHAPTER OBJECTIVES ï‚ · Introduce the evolutionary factors that govern human development

Human Resource Management on Employee Development

What is employee development? Employee development is a kind of connection, continuous effort on the part of an employee and the organization for which employee works to upgrade the employee s knowledge, skills, and abilities. Successful employee development need to find a balance between an individual s career needs, goals and the organization s need in order to get work done and achieve company goals. Employee development programs make positive contributions to organizational performance. A company with highly skilled employees and supervisor and achieve more than those company lack of developed and stillness employees. Why Should Employee Skills and Abilities Be Developed? Most of the research hold the same belief that employee†¦show more content†¦Conclusion At present, intranet technology is just designed as an electronic library but actually it can do more than that. Intranet can provide real-time feedback to mangers and employees. It will make managers especially human recourse managers easier to implement training and development programs. Intranet also can tell what is important of today’s task time by time. Journal two: Developing local talent in international subsidiaries: the importance of trust and respect in Toyota By Phallapa Petison and Lalit M. Johri Thainization Philosophy Toyota is known as the world wide motor manufacture in order to achieve its global market strategic goal and meet the international product standards. Toyota wants to transfer its first overseas subsidiary Toyota Motor Thailand (TMT) into Thais employee managed subsidiary from Japanese managed. However to accomplish this task Toyota faces several challenges in the process of deepening the role of Thai employees. And training and develop the potential employees. Challenge 1: Local employee did not trust promotion decision made by Japanese managers Thai employees did not trust the one who promoted by Japanese because they thought those who promoted and work closely with Japanese may got some special favor. This kind of promotion is fairness Solution: TMT can set a vote commit that all members are Thai employees. TheyShow MoreRelatedHuman Resource Management Interventions: Career Planning and Development, Workforce Diversity, and Employee Stress and Wellness.4744 Words   |  19 PagesA REPORT ON Human resource management interventions: career planning and development, workforce diversity, and employee stress and wellness. A Report submitted in partial fulfillment of the requirement of MBA program of IIPM, NEW DELHI. 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Trigger Points Definition And Types Health And Social Care Essay Free Essays

string(1011) " than prolonging a contracture, so the contracture remains The ensuing muscle-fiber contracture \( nonvoluntary, without motor potencies \) is different from a contraction \( voluntary with motor potencies \) The contracture is maintained by the chemical science at the excitation country, non by action potencies from the cord While the endplate supports bring forthing Ach flow, the actin/myosin fibrils assume a to the full shortened place \( a weakened province \) in the immediate country around the motor end-plate \( at the centre of the fibre \) This knot is the ‘nodule ‘ which is the tangible feature of a trigger point As this procedure occurs, the balance of the sarcomeres of that fibre are stretched, making the taut nodule, which can normally be palpated \( 5 \) In 2008, a reappraisal in The Archivess of Physical Medicine and Rehabilitation concludes that Travell and Simons incorporate hypothesis is the most sure and most complete suggested etiology of myofascial trigger points\." Primary trigger points develop independently and non as the consequence of trigger point activity elsewhere. Secondary trigger points may develop in counter musculuss and neighbouring protective musculuss as a effect of emphasis and musculus cramp. It is normally experienced in patients after primary trigger point riddance. We will write a custom essay sample on Trigger Points Definition And Types Health And Social Care Essay or any similar topic only for you Order Now Satellite trigger points may develop in the country of referred hurting as a consequence of relentless resting motor unit activity in the musculus. Generation of trigger points consequences from the development of secondary and satellite trigger points. This concatenation reaction of trigger point generation may be elicited by many factors, including musculus failing, tenseness, and postural abnormalcies. ( 1 ) Active trigger points are considered stamp, painful, and diagnostic with hurting at remainder and during gesture. There are two common reactions seen in patients when feeling active trigger points. The first 1 is a seeable â€Å" local vellication response † of the musculus or tegument. The 2nd reaction is known as the â€Å" leap response † , where the patient tends to leap or travel off from the healer ‘s palpating manus during scrutiny. Palpation of a trigger point causes a local or specific referred hurting form, which is limited to primary trigger points. A thorough cognition and apprehension of referred hurting forms are necessary to forestall any errors when handling trigger points ( orbiter ) in the referred hurting countries and neglecting to detect the primary trigger point ( 1 ) Latent trigger points are normally found coincidentally on tactual exploration. They are described as symptomless and do non necessitate intervention unless they are activated. Latent trigger points are stamp and may show a local vellication response. Latent trigger points may be a cause of musculus shortening and failing even though they are non painful. Latent trigger points are largely found in the country of the shoulder girdle, aiming the cowl muscle and levator shoulder blade musculuss. ( 1 ) Gun trigger Points: History and Literature Review Gun trigger points were first described and mapped by Janet G. Travell, MD in the 1940 ‘s. Later in old ages, Drs. Travell and David Simons both wrote the text edition on Trigger point Therapy: Myofascial Pain and Dysfunction: The Trigger Point Manual. Sixty old ages of medical research has shown that trigger point therapy relieves hurting, nevertheless the medical community has been slow to advance its usage. ( 2 ) In 2007, a reappraisal of diagnostic standards used in surveies of trigger points concluded that there is yet limited consensus on the definition of myofascial trigger point hurting syndrome. Further research is required in order to prove the dependability and cogency of both the diagnostic standards and the effectivity of intervention intercessions. ( 3 ) In 1942, Dr. Janet Travell foremost used the term â€Å" trigger point † to depict a clinical determination which holds the undermentioned features: Pain related to a discrete, cranky point in skeletal musculus or facia, non caused by acute local injury, redness, devolution, tumor or infection. A painful point or a tumour is felt in the musculus that can arouse a vellication response upon stimulation. Palpation of the trigger point reproduces the patient ‘s symptoms of hurting which can radiate typical of the specific musculus incorporating the trigger point. Neurological scrutiny findings can non explicate the trigger point hurting behaviour. The history associated with trigger points suggested many thoughts on how they are formed and why they cause hurting. It was one time believed that trigger points were inflammatory cicatrixs in the musculus. However, biopsies disproved this when they showed no abnormalcies. More late, it has been claimed that trigger points are spasms or contractures of voluntary musculuss, likely caused by an abnormalcy at the neuromuscular junction where the nervousnesss commanding musculuss connect to the musculus fibres ( Travell A ; Simons, 1999 ) . However this theory seems dubious since no contractions of voluntary musculus appear to be identified by traditional EMG and since the trigger points are frequently off from the site of the neuromuscular junction. ( 4 ) The most recent suggested mechanism is that trigger points are muscle spindles, which are activated by adrenalin stimulation. These, 1 centimeter in length, musculus fibres, are called intrafusal musculus fibres separating them from the voluntary musculus fibres, which are known as extrafusal musculus fibres. The intrafusal musculus fibres inside the spindle alone are stimulated by epinephrine through the sympathetic nervous system. The â€Å" sympathetic spindle cramp † theory of trigger points proposes that when spindles are over-stimulated by epinephrine they become painful. The diagrams below illustrate the difference between intrafusal and extrafusal musculus fibres: ( 4 ) Figure1- Muscle spindles: Intrafusal and extrafusal fibres Figure2- Neural Circiut ( intrafusal/sensory and extrafusal/motor ) The most acknowledged theory that explains the trigger point mechanism suggests that the muscular overload leads to a drawn-out release of Ca2+ ion from the sarcoplasmic Reticulum, storage unit for the musculus cell, ensuing in a sticking of the untrained or overladen cells. This causes a contracture with compaction of capillaries, increasing local energy demand and local ischaemia to the country. This â€Å" energy crisis † causes the release of chemicals that enhance hurting activity. As a consequence of this activity, the involved musculus is weakened therefore leting the environing musculuss to develop trigger points in a compensatory mode ( 4 ) Gun trigger Points: The Travell and Simons Model This theoretical account presently represents the most normally recognized account as to the etiology of trigger points. They suggest the followers ( 5 ) : Dysfunctional end-plate activity occur, largely associated with a strain, taking to an inordinate release of acetylcholine ( Ach ) at the synapse, along with stored Ca High Ca degrees maintain the calcium-charged Gatess unfastened, while the Ach continue to be released An oxygen/nutrient shortage is created as a consequence from ischaemia in the country, which in bend leads to a local energy crisis Without available ATP, the local tissue is unable to rinse out the accrued Ca ions which are ‘keeping the Gatess open ‘ for Ach to go on being released Washing out the overruning Ca needs more energy than prolonging a contracture, so the contracture remains The ensuing muscle-fiber contracture ( nonvoluntary, without motor potencies ) is different from a contraction ( voluntary with motor potencies ) The contracture is maintained by the chemical science at the excitation country, non by action potencies from the cord While the endplate supports bring forthing Ach flow, the actin/myosin fibrils assume a to the full shortened place ( a weakened province ) in the immediate country around the motor end-plate ( at the centre of the fibre ) This knot is the ‘nodule ‘ which is the tangible feature of a trigger point As this procedure occurs, the balance of the sarcomeres of that fibre are stretched, making the taut nodule, which can normally be palpated ( 5 ) In 2008, a reappraisal in The Archivess of Physical Medicine and Rehabilitation concludes that Travell and Simons incorporate hypothesis is the most sure and most complete suggested etiology of myofascial trigger points. However, the feedback cringle proposed in this hypothesis has some weak links, and surveies by Shah and co-workers peculiarly provide a solid nexus for one of them. The feedback cringle connects the hypothesized energy crisis with the surroundings changes responsible for noxious stimulation of local nociceptors that leads to the local and referred hurting of myofascial trigger points. Shah ‘s studies quantify the presence of non merely 1 noxious stimulation but 11 of them with great concentrations of immune system chemicals. The consequences besides strongly put a important clinical differentiation between active and latent trigger points. Subjects with active trigger points in the musculus have a biochemical surroundings of selected inflammatory go-betweens, n europeptides, cytokines, and catecholamines unlike those in topics kicking of latent or absent trigger points. ( 6 ) Causes of Trigger Points Janet Travell and David Simons have confirmed that the undermentioned factors contribute to heightening and keeping trigger point activity: Nutritional lack, particularly vitamin C, B-complex and Fe Hormonal instabilities ( low thyroid, menopausal or premenstrual state of affairss, for case ) Infections ( bacteriums, viruses or barm ) Allergies ( wheat and dairy in peculiar ) Low oxygenation of tissues The reverberations of trigger point activity are far from a simple musculoskeletal hurting. They can be accompanied by hyperventilation and chronic weariness every bit good as evident pelvic inflammatory disease ( 5 ) Gun trigger Points and Breathing Dysfunction: Trigger point activity is often found in the musculuss of the neckshoulder part which besides act as accessary external respiration musculuss, the scalenes in peculiar. In the event of chronic weariness and increased anxiousness, hyperventilation occurs, which can be associated with a assortment of secondary symptoms including concerns, cervix, shoulder and arm hurting, along with giddiness, palpitation, fainting, and digestive symptoms. ( 5 ) Clinically, where upper thorax fixators of the shoulder and intercostals, thoracic and paraspinal musculuss of the pectoral part are likely to feel as tense, fibrotic, with engagement of active trigger points. Successful take a breathing retraining and standardization of energy degrees seems in such instances to be accelerated following initial standardization of the functional unity of the accessary musculuss of respiration, whether straight or indirectly ( latissimus dorsi, psoas, quadratus lumborum ) ( 5 ) Gun trigger Points and Referred Pain: Harmonizing to the medical lexicon of Dorland, referred hurting is a term used to depict the phenomenon of hurting perceived at a site next to or at a distance from the site of an hurt ‘s beginning ( 7 ) and harmonizing to physicians Janet Travell and David Simons, referred hurting is the specifying symptom of trigger points. The ground why many conventional interventions of hurting frequently fail is because referred hurting is a deceptive phenomenon. It ‘s a error to presume that the job is precisely at the topographic point that hurts. Travell and Simons ‘s research has shown that trigger points are the primary cause of hurting 75 % of the clip. Trigger points may do concerns, cervix and jaw hurting, low back hurting, tennis cubitus, and carpal tunnel syndrome. They are oftenly mistaken for arthritis, tendinoses, bursitis, or ligament hurt. Gun trigger points besides cause symptoms every bit diverse as giddiness, otalgias, sinusitis, sickness and pyrosis, every bit good as numbness in the custodies and pess. Even fibromyalgia may hold its beginnings with trigger points. ( 8 ) Referred hurting is often felt as an oppressive profound ache that can be sharpened by motion. Referred myofascial hurting can be every bit unbearable as post-surgical hurting. Muscles that have been subjected to strive or overload are susceptible to develop trigger points.These trigger points will do symptoms of stiffness and joint hurting. ( 8 ) Figure3- A music instrument that causes trigger points and referred hurting Referred hurting can frequently be triggered by simply pressing on a trigger point that is bad plenty to reproduce portion of its referred hurting behaviour. Since the mechanisms of the human nervous system are so unthinkably little, research on hurting referral is complicated. The bantam electrochemical urges in the nervousnesss can be detected and measured to a certain bound ; nevertheless, it is non with truth or great favoritism. Furthermore, moralss limit how far one can travel in hurting experiments. On the other manus, scientists have come up with a figure of theories explicating how hurting can be referred from its topographic point. The simplest hypothesis to accept refering referred hurting is that the signals fundamentally get assorted in the neurological wiring. Sensory inputs from several beginnings are known to unify into individual nerve cells at the spinal degree, where they are integrated and altered before being transmitted to the encephalon. As one electrical signa l may hold possible influence on another, mistaken feelings may ensue. ( 8 ) A Microscopic Position: The undermentioned drawing is a representation of several musculus fibres within a trigger point. It shows a microscopic position of an existent trigger point. This specific trigger point would do concern over the left oculus and sometimes at the really top of the caput. ( 8 ) Figure4- A microscopic position of a trigger point in a musculus fibre Letter A is a muscular fibre in its resting province neither stretched nor contracted. The distance between the short intersections lines ( Z bands ) within the fibre characterizes the length of the single sarcomeres. The sarcomeres run along the length of the fibre, perpendicular to the Z sets. Letter B is a mass of sarcomeres in a musculus fibre which are in their province of upper limit uninterrupted contraction that define a trigger point. The ball-shaped construction of the contraction knot shows how that portion of the musculus fibre has drawn up and go shorter and wider, drawing the Z set closer together. Letter C is the section of the musculus fibre that originates from the contraction knot and extends to the musculus ‘s fond regard. In the figure, the bigger distance between the Z sets, demonstrates how the musculus fibre is being stretched by tenseness within the contraction knot. These overstretched constituents are what cause stringency and shortness in a musculus. Normally, the sarcomeres in a on the job musculus act as bantam pumps, which contract and relax in order to assist blood circulate through the capillaries that supply their metabolic demands. When sarcomeres in a trigger point hold their contraction, blood Michigans from fluxing to the country in demand. The ensuing oxygen lack every bit good as the accretion of the waste merchandises of metamorphosis exacerbates the trigger point. Therefore, the trigger point reacts to this crisis by directing out hurting signals ( 8 ) Gun trigger Points vs. Tender Points: Since referred hurting is an of import feature of a trigger point, it is of import to distinguish between the two. ( 9 ) Trigger Points Tender Points Local tenderness, tight set, local vellication response, leap mark Local tenderness There possibly remarkable or multiple points There are ever multiple points May occur in any skeletal musculus Occur in specific locations that are symmetrically located May do a particular referred hurting form Do non do referred hurting, but frequently cause a entire organic structure addition in hurting sensitiveness From the old tabular array, it is concluded that stamp points are associated with hurting at the site of tactual exploration merely, are non associated with referred hurting, and arise in the interpolation country of musculuss, non in tight sets in the musculus belly. Tender points occur in braces on different parts of the organic structure ensuing in equal distribution of hurting on equal sides of the organic structure. Tender points of fibromyalgia are present at nine bilateral musculus locations clarified as follows: ( 9 ) Low Cervical Region: at anterior facet of the interspaces between the transverse processes of C5-C7. Second Rib: at 2nd costochondral junctions. Occiput: at suboccipital musculus interpolations. Trapezius Muscle: at center of the upper boundary line. Supraspinatus Muscle: above the median boundary line of the scapular spinal column. Lateral Epicondyle: 2 centimeter distal to the sidelong epicondyle. Gluteal: at upper outer quarter-circle of the natess. Greater Trochanter: buttocks to the greater trochanteric prominence. Knee: at the median fat tablet proximal to the joint line. Figure5 -anterior and posterior position of stamp point ‘s locations Appraisal The single demands to be suitably assessed, In order for limitations and instabilities in the musculoskeletal system to be satisfactorily addressed, and perchance treated. Designation of the undermentioned factors is of import in a successful musculoskeletal appraisal ( 5 ) : Postural instabilities Forms of functional instability Forms of abuse Shortened musculuss Weakened musculuss Changes within musculuss and other soft tissues Joint limitation Functional instabilities ( for illustration: in respiration and pace ) Palpation trials for Tender and Trigger Points: In the twelvemonth of 1992, a survey was carried out in order to prove the truth of tactual exploration for both stamp points and trigger points in myofascial tissues. Subjects from three groups were tested- some with fibromyalagia syndrome ( FMS ) , some complaing from myofascial hurting syndrome ( MPS ) and some with no hurting or any other symptoms. The FMS patients were easy identified as 38 % of the FMS patients were identified to hold trigger points. On the other manus, merely 23.4 % of the MPS patients were found as holding trigger points and of the normal topics, less than 2 % had any. Most of the MPS patients had stamp points in sites typically tested in FMS and would hold qualified for this diagnosing every bit good ( 5 ) . There are a figure of tactual exploration methods by ways of which trigger or stamp points can easy be identified. One simple effectual method is the usage of what is termed as ‘drag ‘ tactual exploration. A light transition of a individual figure, finger or pollex, across the tegument provokes a sense ‘drag ‘ , when the tegument has increased H2O content in comparing with its environing tegument. This increased hydrosis seems to demo a relationship with increased sympathetic activity, which accompanies a trigger point activity. In add-on, the tegument overlying a trigger point will expose reduced snap when mildly stretched apart, compared to the environing tegument. These countries are known as ‘hyperalgesic tegument zones ‘ and identifies a farther characteristic, which is a decreased extent of skin motion over the implicit in facia, tangible when originating a slide or ‘roll ‘ motion on the tegument. These three old features of skin alteration present effectual indexs as to underlying disfunction. Systematic attacks to the graphing of trigger point locations and their inactivation are provided by systems such as neuromuscular technique ( NMT ) , in which a methodical sequence of palpatory geographic expeditions are carried out, based on the trigger point ‘maps ‘ . In order to â€Å" run into and fit † tissue tenseness, it is indispensable to invariably vary tactual exploration force per unit area when trying to feel for trigger points at deepness, non merely utilizing skin marks. ( 5 ) Figure6- Trigger Point Palpation Trigger Point Locations: Gun trigger Points: Head and Neck Paraspinous Neck Muscles: refer hurting to occiput Upper Trapezius: refer hurting to make out and temporal brow Sternocleidomastoid: associated with Otalgia and perchance Vertigo Clavicle Muscular structure: referred hurting across brow and behind ear Sternal Muscular structure: referred hurting into occiput, cheek and periorbital Cervical paraspinous musculus: mention temporal-orbital hurting Peri-auricular musculuss: referred hurting to teeth and chew the fat Gun trigger Points: Shoulder, Thorax, and Arm Serratus Anterior Muscle: referred hurting to sidelong thorax and shoulder blade boundary line Pectoralis Major Muscle and Pectoralis Minor Muscle: referred hurting to breast and ulnar arm Levator scapulae Muscle: referred hurting to base of cervix Infraspinatus Muscle: referred hurting to shoulder articulation and down upper arm Supraspinatus Muscle: referred hurting to middle deltoid and cubitus Gun trigger Points: Back and Buttock Quadratus Lumborum Muscle: referred hurting to moo back Iliocostalis Muscle: referred hurting to lower quarter-circle of venters and to buttock Gluteus Maximus Muscle: referred hurting to sacrum and inferior cheek Gun trigger Points: Thigh, Leg and Foot Quadricepss Femoris ( anterior thigh quad musculuss ) Rectus femur referred to patella and distal thigh Vastus intermedius referred to upper thigh Vastus medialis referred to median articulatio genus ( 10 ) Bicepss Femoris: referred hurting to calf Gastrocnemius: referred hurting to calf and pes instep Soleus: referred hurting to list and to sacroiliac articulation ( 10 ) Choice of Trigger Point Treatment A successful intervention protocol should follow a sequence that begins with properly placing the trigger points, deactivating them, and if all trigger points have been resolved, stretching the constructions affected back to their normal scope of gesture and length. In the instance of musculuss, where most intervention takes topographic point, this involves stretching the musculus utilizing a assortment of inactive, active, active isolated ( AIS ) and muscle energy techniques ( MET ) , every bit good as positional release therapy ( PRT ) , strain/counterstrain ( SCS ) and integrated neuromuscular suppression technique ( INIT ) , along with proprioceptive neuromuscular facilitation ( PNF ) stretching to be effectual. Myofascial release should besides be used to handle fascia environing musculuss in order to stretch and decide strain forms ; otherwise musculuss will merely be returned to places where they are likely to re-activate trigger points. ( 11 ) The manual therapy intervention result is related to the degree of the healer ‘s accomplishment, that is if trigger points are pressed for a short period of clip, they may trip or stay active, and if pressed excessively long or hard, they may be irritated or the kneading force may be difficult plenty to do a muscular contusion. This bruising can last for a period of 1-3 yearss station intervention. Although patients may non truly be overexerting their musculuss, the application of the incorrect intervention methods can do symptoms of hurting similar to person who has been exerting for 24-72 hours. This is known as musculus febrility or delayed onset musculus tenderness ( DOMS ) . Pain can besides happen after a massage if the practician uses force per unit area on unnoticed latent or active trigger points, or is non competent in trigger point therapy ( 11 ) . Treatment Methods A broad scope of intervention techniques have been recommended in handling trigger points, including repressive force per unit area methods ( Nimmo, Lief ) stylostixis, working utilizing ultrasound moving ridges ( Kleyhans and Aarons ) , chilling and stretching of the musculus where the trigger point lies ( Travell and Simons ) , certain injections ( Slocumb ) , active or inactive stretching ( Lewit ) , and even surgical intercession ( Dittrich ) . Clinical experience, confirmed by the thorough research of Travell and Simons, has indicated that while all or any of these techniques can successfully suppress trigger point activity impermanent, in order to wholly get rid of their noxious activity, more is frequently needed. Common sense every bit good as clinical experience provinces that the subsequent measure of rectification of such jobs related to trigger points should affect re-education or riddance of factors which contributed to the job ‘s patterned advance. This might ever y bit good affect ergonomic rating of the person ‘s work environment. Travell and Simons have besides made known that whatever original intervention is offered to suppress the neurological activity of the trigger point, the musculus in which it lies has to make its natural resting length after such intervention, otherwise the trigger point will quickly reactivate. In handling trigger points the technique of chilling the annoyed musculus harbouring the trigger while keeping it at stretch was adopted by Travell and Simons, while Lewit has advocated the Muscle Energy or mutual suppression technique prior to passive stretching. Although a sufficient grade of failure occurs, both techniques are normally successful, which calls for probe of more successful attacks ( 12 ) . 8.2 INIT Hypothesis Clinical experience shows that by uniting the techniques of direct suppression, which is application of mild uninterrupted force per unit area in a brand and interruption form, along with the construct of strain/ counterstrain and MET, a specific intent can so be achieved ( 12 ) . Strain/Counterstrain ( SCS ) construct Jones has indicated that specific painful ‘points ‘ associating to a chronic or acute joint or muscular strain, can be used as ‘monitors ‘ , where force per unit area is being applied to them while the organic structure or organic structure portion is carefully positioned in such a manner as to cut down the hurting felt in the palpated country. When the place of relieve is reached in which pain disappears from the palpated monitoring country, the stressed tissues are felt to be at their most relaxed province, and clinical experience confirmed that this is so because they palpate as ‘easy ‘ instead than holding being tense. SCS is thought to achieve its benefits by ways of an automatic rearranging of musculus spindles, which help to order the length and tone in the tissues. It seems that this rearranging occurs merely when the musculus harbouring the spindle is at easiness and by and large consequences in a release of cramp and decrease in inordinat e tone. ( 12 ) INIT Method 1 It would be rational to presume that were a trigger point being palpated by direct force per unit area, and were the underlying tissues in which the trigger point was housed to be gently positioned in such a manner as to cut down the hurting, that the most annoyed fibres in which the trigger point was lying would at that clip be in a place of alleviation or easiness. As a consequence there would be a trigger point under direct inhibitory force per unit area which had been positioned so that the underlying tissues were comparatively or wholly relaxed. ( 12 ) Refering the strain/counterstrain technique, the hurting free place is held for a period of clip between 30 to 90 seconds in order for the musculus spindles to reset themselves and let go of any cramp or contraction. ( 12 ) 8.5 Method 2 Sing MET ; isolytic techniques use an bizarre isosmotic motion. The musculus concerned is actively contracted by the patient while a stretch is introduced at the same time, ensuing in the dislocation of hempen adhesions between the musculus and its constructions. In order to present this technique into trigger point therapy, after the application of repressive force per unit area and SCS release, the patient is asked to contract the musculuss around the feeling pollex or finger given that the contraction should non be a maximal force since the healer programs to gently stretch the tissues as the contraction is taking topographic point. This isosmotic bizarre attempt, intended to diminish contractions and interrupt down tissue adhesions, should take specifically at the tissues in which the trigger point being treated prevarications buried. After the isolytic stretch the tissues could profit from the application of hot and cold mode or effleurage massage in order to alleviate any local congestion ; nevertheless a patient is instructed to avoid any active usage of the country for a twenty-four hours or so. ( 12 ) Figure7 Figure8 Figure9 Figure7 illustrates the first phase of INIT in which a trigger point in the supraspinatus musculus is located and intermittently or persistently compressed. ( 5 ) Figure8 illustrates how the hurting is reduced from the trigger point by happening a place of relieve which is held for at least 20 seconds, after which an isometric contraction is attained sing the tissues which involve the trigger point. ( 5 ) Figure9 illustrates the measure after keeping the isometric contraction for an appropriate period of clip, during which the musculus harbouring the point of local soft tissue disfunction is stretched. This completes the INIT rhythm ( 5 ) . Decision Gun trigger points have been studied and shown to be the most frequent cause of musculoskeletal hurting. Trigger points cause the musculus to stay tight, weak, and stressed, which frequently consequences in hurting in nearby articulations. A alone component that differentiates trigger points from other muscular hurting is that trigger points about invariably refer hurting to other parts of the organic structure, which is why many interventions fail because most interventions assume that the country of hurting is besides the beginning of hurting, yet the existent cause could be in a wholly different topographic point. Trigger points limit motion of the musculuss and lessening circulation, striping the musculus of O and foods, ensuing in a aggregation of metabolic waste that can non be adequately filtered off. Furthermore, trigger points create shortened musculuss which lead to compression on nearby nervousnesss, therefore doing irregular esthesiss such as prickling and numbness. Trigg er point therapy can diminish hurting, enhance motion, and let the musculuss to lengthen and go stronger by presenting a figure of methods, including force per unit area, stretching, working massage, and hot and cold modes. Applying force per unit area helps detain the annoying chemical rhythm, therefore alleviating hurting and contractions in the involved musculuss. Hot and cold modes can assist heighten the circulation and extinguish the metabolic waste merchandises. Stretching exercisings after trigger point release is besides shown effectual in maintaining the musculus in a elongated place ; by that, the force per unit area constituent of the hurting rhythm is diminished. How to cite Trigger Points Definition And Types Health And Social Care Essay, Essay examples

International Journal Of Social Behavioral â€Myassignmenthelp.Com

Question: Discuss About The International Journal Of Social Behavioral? Answer: Introduction This text analyses the emerging economy of drones and their growth in markets dependence. The growth is suspected to grow at the rate of CAGR 57% according the forecast of technological analysts (Shields 2017). The commercial drone markets background is discussed thoroughly in this case (Villasenor 2014). The impact of primary growth drivers of the market are also discussed industry wise in the text. This also includes the precision in farming and ability to inspect the primary growth seen in the industry. Further, the text gives the strategic analysis of the industry using the Porters five forces analysis tools (Chapman 2014). The key players in the industry are gathered and the percentage of their market share is given in a table. The predicted future of this industry and values of them in billion dollars are charted. The key factors industry growth reported in the discussion in the following industry (Shields 2017). The future of this industry is also dependent upon the new emergi ng industry of Internet of things and artificial industry capability. Background The purpose of inventing a drone was solely to do tasks that are of high risk is done by a skilful human. Hence, the invention was first in law enforcement and military surveillance and rescue tasks. The main purpose of using those were high altitude mapping, imaging, surveillance, forest fire monitoring, humanitarian aid, flood mapping, product delivery, emergency response, soil moisture imaging, plump dispersion aerosol source determination and others (Villasenor 2014). The commercial drone market is forecasted to be USD 2069.9 million by 2022. Growing investments in this industrys innovation and commercialisations provide more opportunities for future application (Canis 2015). This text mostly analyses the aerial, shipping and inland usage of drones. Dominos starts delivering the foods charged with solar power energy. This was also equipped with five years airborne capacity. Key reports of this industry Global commercial reports of this industry is suspected to be growing at 16.9%, from 2015 to 2020 (Crutsinger et al. 2016). North America is the major player and dominates the regional demand of the market. The demand is supposed to go high increasing the commercial sector. Agriculture purpose is the major drivers of the drones growth. This accounts for 24.13% The commercial drone industry is consists of three major competitors occupying majority of DJI innovation with 43% market share. The other two are Parrot SA and AeroVironment Inc among others (Crutsinger et al. 2016). The certain product variations that are available in the market are Fixed Wing, Rotary Blade, Nano Drone and Hybrid (Villasenor 2014). The application of these commercial drones is in mostly in Agriculture, Energy, Government and defence and Media and Entertainment (Crutsinger et al. 2016). Drones are also known as the UAV (Unnamed Aerial vehicle) the small pilot crafts are to carry loads and operate and navigate in aerodynamic forces. The top manufacturer in this industry is Dajiang innovation, which is privately held in China (Vlahovic et al. 2017). Their phantom series of this kind of products are popular worldwide. The Zero Zero robotics is also an artificial intelligence powered robots. 3D robotics is an autonomous drone manufacturing company, which is based on California (Weissbach et al. 2016). This company has claimed that they are the smartest technology manufacturing company and focused on innovation. Parrot SA is headquartered at Paris and provides its customer a Smartphone operator based smart technology. The drones are mega trend, which are here to stay and develop more in the future (Chapman 2014). The key players include Intel Corp, which takes a proactive approach in acquiring the drones start-ups from the market. The high performance in chipsets and Rea l Sense Platform are advantageous for this company. They have been active in acquiring Ascending Technologies, which were engaged with vision Processor Company of Movidius (Crutsinger et al. 2016). The players market share in the industry DJI 24% Proprietary 10% senseFly eBee 6% Aeryon 6% Gryphon Dynamics 5% Altavian 4% Aerialtronics 4% 3D robotics 2% AscTec 3% RiteWing 3% Skycatch 3% Tactical Robotics 3% others 27% Predicted value (in billion) of drones by industry in 2017 Infrastructure $45.2 Agricultural $32.4 Transport $13 Security $10 Media and entertainment $8.8 insurance $6.8 telecommunication 6.3 Mining $4.4 Strategic competitive advantage Porters five forces analysis of global commercial drones industry Drones industry has become the most cost effective way of dealing increasing the effectiveness of their internal processes. The prospect of entering the industry entering in other versatile industry is very high. The profitability and other business opportunity can be backed by the porters five forces industry analysis. Threat of new entrants This Industry comes under the artificial intelligence development application. The recognition of this industry is very recent, in addition they also have low entry costs and access to technology that have allowed the developers of IT to flock into this market (Vlahovic et al. 2017). The opportunity is huge, despite the increasing competition in this very sector. The technological innovation and advancements of the products in this industry is very essential factor to consider. The drones offers with regard to high and proficient technological innovation. Rivalry among the competitors The emerging new free market of the company despite the market competition of this drone industry faces new challenge. The major competitor of this industry is particularly the military drone technology. This application of this industry is has been long established since last decade. The weapon developers and different division of government weapon development industry dominates the other industry in the international market. A trillion dollar arms industry of this sub industry innovates the technology, which have been typically undisclosed (Weissbach et al. 2016). The application of drones are very focused on the arms dealing, therefore, the existing competitors limits the threat of rivalry in the position. The other implication of this drone industry depends on the consumers trust bases. The core need of their products is eventually dependent upon the producers innovating capability. It can be expected in the future that there will be strong rivalry among the manufacturers in the future (Janssen 2015). Bargaining power of suppliers The bargaining power of the suppliers is less as more and more companies are entering the market of different advantageous position. It also depends on the power supplier market of the company. Suppliers of this market is known as the IT professionals (Canis 2015). Bargaining power of customers The drone industry products are reasonably priced because of advancements of technologies. In spite of the novelty, the prices are low. Consumers hold no greater power in the purchase process. The ability to bargain is virtually removed because of complex structure of this industry. Hobbyists can purchase the different quality drones in reasonable price with the features like different altitudes, directions and speeds enabled in the products. In addition, this factor is also a reason of having higher competition in the industry. The choice depends upon the customer. Therefore, they have more power in bargaining terms. The military sub industry is where the company develops specific military organisations, for example NATO (Janssen 2015). Threat of substitutes The industry is itself a threat to the established business process. The threat that the companies in this industry will replace the human resource exists in economy are driving the demand of this drones higher than expected. This new trend in technology is very much in demand and very low threat of substitutes has been identified (Loscri 2014). Reference Canis, B., 2015.Unmanned aircraft systems (UAS): Commercial outlook for a new industry. Washington: Congressional Research Service. Chapman, A., 2014. It's okay to call them drones.Journal of unmanned vehicle systems,2(02), pp.iii-v. Crutsinger, G.M., Short, J. and Sollenberger, R., 2016. The future of UAVs in ecology: an insider perspective from the Silicon Valley drone industry. https://reliabilityweb.com/news/article/global-commercial-drone-market-to-exceed-2-billion-by-2022 Janssen, S.L., 2015.Assessing the perception of drones in the construction industry(Bachelor's thesis, University of Twente). Loscri, V., Natalizio, E. and Mitton, N., 2014, April. Performance evaluation of novel distributed coverage techniques for swarms of flying robots. InWireless Communications and Networking Conference (WCNC), 2014 IEEE(pp. 3278-3283). IEEE. Shields, B., 2017. Air Traffic Control: How Mexican Cartels are Utilizing Drones to Traffic Narcotics into the United States.Penn State Journal of Law International Affairs,5(1), p.207. Villasenor, J., 2014. Drones and the future of domestic aviation [Point of View].Proceedings of the IEEE,102(3), pp.235-238. Vlahovic, N., Knezevic, B. and Batalic, P., 2017. Implementing Delivery Drones in Logistics Business Process: Case of Pharmaceutical Industry.World Academy of Science, Engineering and Technology, International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering,10(12), pp.3981-3986. Weissbach, D., Weissbach, D., Tebbe, K. and Tebbe, K., 2016. Drones in sight: rapid growth through MAs in a soaring new industry.Strategic Direction,32(6), pp.37-39.

Einstein And Life Essays - Albert Einstein, Sigma Xi,

Einstein And Life When I was a fairly precocious young man I became thoroughly impressed with the futility of the hopes and strivings that chase most men restlessly through life. Moreover, I soon discovered the cruelty of that chase, which in those years was much more carefully covered up by hypocrisy and glittering words than is the case today. By the mere existence of his stomach everyone was condemned to participate in that chase. The stomach might well be satisfied by such participation, but not man insofar as he is a thinking and feeling being. As the first way out there was religion, which is implanted into every child by way of the traditional education-machine. Thus I came - though the child of entirely irreligious (Jewish) parents - to a deep religiousness, which, however, reached an abrupt end at the age of twelve. Through the reading of popular scientific books I soon reached the conviction that much in the stories of the Bible could not be true. The consequence was a positively fanatic org y of freethinking coupled with the impression that youth is intentionally being deceived by the state through lies; it was a crushing impression. Mistrust of every kind of authority grew out of this experience, a skeptical attitude toward the convictions that were alive in any specific social environment-an attitude that has never again left me, even though, later on, it has been tempered by a better insight into the causal connections. It is quite clear to me that the religious paradise of youth, which was thus lost, was a first attempt to free myself from the chains of the merely personal, from an existence dominated by wishes, hopes, and primitive feelings. Out yonder there was this huge world, which exists independently of us human beings and which stands before us like a great, eternal riddle, at least partially accessible to our inspection and thinking. The contemplation of this world beckoned as a liberation, and I soon noticed that many a man whom I had learned to esteem and to admire had found inner freedom and security in its pursuit. The mental grasp of this extra-personal world within the frame of our capabilities presented itself to my mind, half consciously, half unconsciously, as a supreme goal. Similarly motivated men of the present and of the past, as well as the insights they had achieved, were the friends who could not be lost. The road to this paradise was not as comfortable and alluring as the road to the religious paradise; but it has shown itself reliable, and I have never regretted having chosen it. History Essays

not a usual case essays

not a usual case essays Some critics have ever commented that Willa Cather was one of the few uneasy survivors of the nineteenth century. Holding traditional values tightly, she rejected modernity and tried to escape into the shelter of the past as she made her solemn statement that the world broke into two. Most of her works are a fictional projection of her crisis in life. So is Pauls Case. Having deep abhorrence for the drab school life, dull life in his residence, Paul refuges himself to the local theatre and Carnegie Hall as an usher, where he felt a sudden zest of life and resurrects from spiritual deadness, where he passionately works, steeped into music , forgetting the mundane disturbance. From the very beginning of the story, it is introduced that Pauls case is not a usual one because his teachers make their charges against Paul with such a rancor and aggrievedness... In fact, Paul himself is absolutely not a usual boy because you will find that he is in possession of the strong air of artist, extraordinary, imaginative, always dreaming of perfect, splendid, brilliant and poetic things and picturesque life as well. Therefore, he is not well accepted by the reality, deep in the conflicts of individual and society, of his self in reality and in illusion. After he is aware that what he is facing is insoluble and implacable, he takes ending his life as solution t o his dilemma. Though tragic, I still think he completes his seeking for real self in a certain sense. It is sufficiently evidenced that Paul is depicted as an artist-like young man in the story. For instance, and Paul thought it very becoming-though he knew that the tight, straight coat accentuated his narrow chest, about which he was exceedingly sensitive. At this point, I believe Paul shares with artist one thing that is to fix attention to ...

Practical 6-Liquid preparations Essay Example | Topics and Well Written Essays - 250 words

Practical 6-Liquid preparations - Essay Example Asphyxiating effects noted. Carcinogenic, Mutagenic, Teratogenic and Developmental toxicity not identified. (7) Follow written procedure as laid down by EPA and Material safety sheet. Proper usage of splash goggles, lab coat and gloves (PPE) and work in the fume cupboard when dealing with the chemicals. Correct wearing of Self containing breathing apparatus. Eye contact: In case of eye contact with irritant, harmful or corrosive chemicals eye should be rinsed with water for at least 15 minutes or Dipoterine (found at the first aid point . Diphoterine wash is available for treating exposure of skin or eyes to hazardous chemicals), make sure to carefully part the upper and lower eyelids without rubbing the eyes. Staff will be immediately consulted and medical aid will be followed consulting a physician. Skin contact: In case of skin contact with chemicals, the areas of contact will be carefully washed with water and soap for at least 15 minutes. If necessary cloths and shoes will be removed and destroyed. A physician will be consulted for further advice and treatments. Ingestion/Inhalation:Â  In case of ingestion or inhalation best thing to consult a physician for further advice. If chemicals are swallowed, mouth should be rinsed with water without inducing vomit. If vomiting occurs naturally, make the victim lean forward. Never give anything by mouth to an unconscious

Midterm Essay Example | Topics and Well Written Essays - 500 words - 3

Midterm - Essay Example In this case, laptop is the product being offered to consumers in the market. The manufacturing of this design of laptops should include all the features available in the market together with other new ones that have been designed by the firm. Secondly, place is an element that encompasses a collection of all strategic choices which pertains to either accessibility or convenience of the products offered to the consumer (Tyagi and Arun 27). Places encompass making the products being offered available to the target consumers at the location and time they prefer. After the laptops have been manufactured, the marketers should make use of the available channels of distribution to avail them to the consumer. Price of the product measures the actual product’s value to consumers. Charging a high price for the particular type of laptop suggests the quality of the product and the status of the consumer who buys it. Price affects consumer choices, especially when the product is being introduced in a new target market. This is mainly because most consumers in this target market will make their choices based on the cost of the products. Finally, promotion entails the use of tools such as advertisement, personal selling, sales promotion and public relations that the marketer of a product uses when communicating the product’s benefits to the consumer with the aim of convincing them to buy the products they are offering in the target market (Tyagi and Arun 58). Marketers must clearly describe the features and specifications of the laptops t hey are selling in order to influence the consumers’ choices. Personal motivations and the role played by people’s perceptions vary from one person to another. This because different people forms different individual opinions regarding the stimuli they receive. People continuously receive messages through their five senses. Using of these senses in stimulating the consumers to test

Rhetorical Analysis Essay Example | Topics and Well Written Essays - 1000 words - 15

Rhetorical Analysis - Essay Example However, in his current state of protection and subsidy, his son sees no sense of money and therefore seems to have no tolerance for this kind of protection and its associated benefits. Far above, this writing seems to be an elementary textbook on global fiscal and governance issues from the viewpoints of international south community as well as the West’s double standards actions in their dealings and proposals for open trade and free market. Chang looks into perspective the operations of global international institutions like the World Bank and World Trade Organization and their inconsistency and partiality when it comes to dealing with the Southern communities through regulations and unfair conditions, which in his opinion he feels the Northern communities never use in championing their routes for economic prosperity. He uses a variety of examples and narration derived from international trade to bring forth a convincing and straight to the point argument calling for sincerity in global trade while at the same time pin pointing in what he believes are the wrongful things being meted in the process of trade liberation and economic development especially towards developing nations. His assertions are that developed countries argue that free trade in developing countries is essential and therefore industries in developing countries need to be exposed to competition in order for them to survive, and that protection offered to infant industries in developing countries is not desirable. Suggesting that the issue of economic development seems to be a subject of liberalization and pure free trade True to the point, Chang clearly illustrates that this situation is misleading. He rhetorically points out that the concept of â€Å"infant industries† is a creation of the developed nations, and singles out Alexander Hamilton who is one of the early crusaders of the

Internal and external factors affecting Starbucks

Internal and external factors affecting Starbucks Introduction This report will provide a critical review of Starbucks and its place in the coffee house market in the UK using three well tested approaches to strategic market analysis: SWOT, Porter’s Five forces and PESTLE analysis. A brief history of the coffee house market is provided in addition to some background to the company in question, Starbucks. Then the company is analysed using the three frameworks. Finally a few conclusions are drawn. History of the coffee shop The coffee house is not a new idea – they were established in Britain in the 17th century, the first opening in London in 1651 (Wilkes Group, 2012.). Some elements of the Coffee House clientele worried the establishment of the day, causing King Charles to speak of them as resort of ‘idle and disaffected persons’ producing ‘very evil and dangerous affects’ due to the fact people met there to discuss the politics of the day (Ibid, no page no.) 300 hundred years later coffee shops are just as popular, with an estimated 5,700 in the United Kingdom in 2013 (Ibid.); the market is fiercely fought, with Costa Coffee being number one brand in the market (in terms of the number of stores), followed by Starbucks (Figure 1). Third is Cafe Nero and there are a number of smaller companies joining the market, including Cafe Ritazza and a joint venture between Tesco and an Australian coffee company called Harris Hoole (Ibid.) Figure 1 – Coffee House UK market share (number of stores) Source: The Wilkes Group, 2012. Starbucks Company background The company was founded in Seattle, Washington State in 1971; the name was inspired by the mermaid in the novel Moby Dick, and the mermaid also inspired the company logo. It is now a very successful coffee house using ethically sourced Arabica coffee beans (Starbucks n.d.) Howard Schultz, now the company CEO, first visited a Starbucks store in 1981; he subsequently travelled to Italy where the coffee bars inspired him to bring the concept back to the United States (Starbucks website, n.d.) In 1987 Schultz purchased Starbucks with investment from local businesses. The ethos of the firm is to create a welcoming place for conversation: a third place between work and home. Today there are 15,000 Starbucks stores in 50 different countries (Starbucks website, n.d.) SWOT Analysis – Strengths, Weaknesses, Opportunities and Threats (SWOT) This section presents a SWOT analysis for Starbucks; SWOT is a method of market analysis; this familiar acronym stands for Strengths, Weaknesses, Opportunities and Threats. These four words represent the major constructs firms need to consider to make the most of their internal set up and the external marketplace characteristics. Its major value is in the identification of those business critical factors which provide opportunity for the firm, but also any threats from competitors and the changing business environment. These need to be weighed up against the internal factors (strengths and weaknesses) of the business to develop the best business solutions and strategies, both short term and long term (Meek Meek, 2003). (i) Strengths ~ One of the major strengths of the company is the strong Starbucks brand and it’s stylish image; this has made it very popular with young people, particularly students. According to Alderman (2012, no page number) â€Å"laptop-wielding young people embrace the coffee chain as an avatar of American popular culture† ~ Starbucks has a very modern website which is attractive to users and easy to navigate. This is so important in this digital age when the majority of people rely on the Internet to gather information about goods and services. ~The loyalty scheme introduced by Starbucks is another major advantage, a strategy adopted early on in the firm’s development. Encouraging consumers to increase their frequency of purchase through the use of loyalty cards is now a marketing tactic successfully adopted by many companies in different sectors. ~ The fact that Starbucks beans are ethically produced is a strong advantage to the company as consumers are increasingly concerned about sustainable production and corporate responsibility. A recent large-scale survey on social responsibility (Nielsen, 2014) shows that around 50% of consumers will choose to buy socially responsible brands. This includes going so far as to check packaging for claims about sustainability. (ii) Weaknesses ~ Starbucks has been experiencing financial difficulties in recent years, even recording a loss (Wilkes Group, 2012.) putting it at a disadvantage in terms of having the capacity to invest in developing new products or expanding its network of stores. ~ Perhaps as a result of poor performance Starbucks has experienced some decline in its stock values which also can result in reduced investment. ~ As students and the youth market is one of the main market segments for Starbucks, this is one age group in the UK demographics which is declining and projected to continue to do so over the next few years (ONS, 2011). ~ The tax avoidance scandal of recent years, when Starbucks avoided paying corporation tax in the UK (Bergin, 2012), temporarily dented the company reputation. However, in the long term it does not appear to have affected the popularity of the firm with consumers still patronising the stores. (iii) Opportunities ~ The taste for coffee houses and coffee consumption, particularly as part of the working day routine is continuing (Wilkes Group, n.d.) and showing little sign of slowing down. ~ This is supported by a recovering economy and signs that consumers are finding they have more discretionary income to spend (CEBR, 2014). ~ The relaxation of the licensing laws has provided an opportunity for firms like Starbucks to broaden their offering in coffee houses to include alcohol. This will attract new market segments. ~ There are further potential niche markets or segments to target, for example developing a caffeine free alternative for those consumers concerned about the health risks of too much caffeine. ~ Increased interest in corporate responsibility, ethical trading and sustainable coffee growing techniques for reducing the carbon footprint provide Starbucks with a competitive advantage as it has always adopted ethical business strategies. ~ The enduring trend for ‘drive thru’ premises and kiosks on railway and bus stations as a valid and popular way of delivering products in the food and drink sector provides good, relatively low cost, ways for Starbucks to increase sales and raise brand awareness and loyalty further. ~ An extension of this might be ‘pop-up shops’; temporary occupation of premises as part of for example, music and cultural events. This would also be an ideal vehicle for reaching the target market segments particularly young adults and students. ~ The increasing globalisation of markets provides wider opportunities for Starbucks to expand into new markets; some authors maintain that young people in different countries have more in common than people of different age groups in the same country (Usunier and Lee, 2013). This presents â€Å"an opportunity to target consumers sharing a common set of values, needs, habits and preferences† (Usunier and Lee, 2013 p. 131). (iv) Threats ~ The increasing emphasis on healthy lifestyles and reducing caffeine intake for people with certain health conditions is a potential threat to coffee house companies (Lopez-Garcia et al, 2008). The secret will be finding suitable alternatives for those consumers who cannot or choose not to drink caffeinated coffee. A quality decaffeinated alternative will provide access to this sub-segment of the market. ~ Climate change may well represent a threat to coffee production and hence make the raw materials more expensive. ~ There is very strong competition in the coffee house market with Costa Coffee firmly in the number one spot (Wilkes Group, n.d.) It is important for Starbucks to maintain relationships with its customers; the loyalty card is a good way of doing this as is two way communication with consumers via social networking sites (SNS). However, Starbucks must be careful to ensure not all messages it sends out to consumers are sales promotions; according to (Cohen, 2011) nine out of ten communications should be sharing information not sales pitches. Porter’s five forces This represents an equally important activity for any firm competitor analysis; in a rapidly changing world and such a fiercely contested marketplace a scientific view of the competition is key to success. This particular approach being described was designed by Michael Porter and is a systematic approach to identifying and assessing the relative strength of the ‘five forces’ influencing the nature of competition in the coffee industry. Figure 2 below illustrates the five forces which include competitors, new products, new entrants to the marketplace and the bargaining power of consumers (Porter, 2008). Figure 2 – Porter’s five forces Source: Porter, 2008 1. The potential threat of a new competitor and/or a new product in the already crowded coffee house marketplace is high, with strong contenders such as Cafe Ritazza on the fringes. The barriers to entry to the market are quite high as any company wanting to compete with Starbuck or Costa would need to open a large chain of shops. However, the example of the coffee house joining forces with Tesco (Poulter, 2013) is a case in point and could have disastrous consequences for Starbucks. 2. Secondly, the bargaining power of suppliers and the costs of raw materials is another strong force for any firm. In the case of Starbucks and its commitment to only using ethically sourced coffee beans, prices are at a premium anyway for fair trade goods. This will squeeze profit margins if the company is not able to pass the increased costs on to the customer. Other coffee houses may get their raw materials, particularly the high cost coffee beans, elsewhere and non-fair-trade meaning the price is most likely lower. 3. The third of Porter’s forces is the increasing bargaining power of customers; most decisions are influenced to a considerable extent by on-line peer reviews and recommendations. This can influence which product consumers will buy, with a bandwagon effect applying i.e. consumers buying the brand which is most popular (Kastanakis Balabanis, 2012). The power of the consumer is not to be underestimated and smart firms invest in nurturing relationships and communication with consumers. This can ultimately result in co-production e.g. of new products. There is clear appreciation of the value of social media to communicate with consumers who want to feel engaged with their favourite brands. Such engagement cancels out the ‘us and them’ culture of corporation-consumer relationships; now customers feel closer to brands (Engeseth, 2005). Yan (2011, p.695) describes this phenomenon as â€Å"consumers want to know they have some influence over the brands that they connect with†. 4. Fourthly is the force resulting from substitute products entering the marketplace; this might be in the form of an innovative new product for an established competitor e.g. a new flavour coffee from Costa; or a coffee house offering from a non-coffee house company. This might be considered the case when McDonalds introduced the concept of ‘McCafe’ providing a coffee house concept within the traditional burger house (Petersen, 2014). 5. Finally, Porter’s fifth force is the way any combination of the four other forces may influence the strength of competition provided by rival firms and products. There is strong competition from rival companies in the coffee house market, particularly Costa Coffee which dominates the number one spot in the market (Wilkes Group, 2012). PESTLE Analysis This represents the marketing audit angle and those companies which are most thorough in their analysis of the internal and external marketplace are the best placed to exploit any opportunities and protect against any threats. The analysis is based on clarity around the following questions: 1. Where is the company now? 2. How did the company get where it is today? 3. Where is the company heading and what are the corporate objectives? Jobber (2010) defines a marketing audit as the process of examining marketing in a business in a systematic way, including the environment, corporate objectives, strategies and any activities to assist in identifying any factors that may impact on the company and its products. The Chartered Institute of Marketing (CIM 2013) explains that the business environment is in a constant state of flux, hence a regular audit is necessary to provide any intelligence needed to inform sound decision-making. Such decisions have to take many aspects of current and future influences in the external environment into account in a process widely termed a ‘PESTLE’ analysis. The acronym stands for: 1. Political 2. Economic 3. Social 4. Technological 5. Legal 6. Environmental This method assesses the impact on the firm of macro-environmental factors (Kotler and Armstrong 2010) and may well include those PESTLE elements listed in Table 1 below. Some factors will be more relevant to the coffee house market than others and these will be drawn out in the analysis. Table 1 – examples of PESTLE analysis components Political Economic Social Technological Pressure to strengthen environmental regulation. Hangover from recession still limits discretionary spending. Income distribution: coffee houses tend to sell premium priced products which people on lower incomes cannot afford. New inventions, including advanced roasting techniques can provide advantage. Employment law –pressure to increase the minimum wage Interest rates will increase soon. Coffee drinking is enduring as a popular ‘fashion’ New product development, including flavoured coffees and improved decaffeinated coffee for those concerned about the caffeine content. Political stability – general election in May 2015. Uncertainty and unemployment is commonplace. Lifestyle changes, including longer working hours are making a coffee ‘pick-me-up’ a regular part of the working day. Energy use and costs are key with ethically sourced coffee beans adding to raw material costs. Inflation rates are on the up. Health consciousness with coffee having advantages and disadvantages: Consumer confidence is improving slowly. High caffeine intake raises pulse rate and hence is not recommended for certain groups e.g. those with hypertension (van Dam, n.d.), but doesn’t increase risk of death (Lopez-Garcia et al, 2008) -But coffee does contain high levels of anti-oxidants which are beneficial and may protect against diabetes, Parkinson’s and liver disease (Ibid.) Legislation Environment New/extra legislation around sustainable coffee production will impact. Consumers in the UK are conscious of the ethical implications, with increasing consumption of Fairtrade coffee (Blacksell, 2011). Biodegradable packaging is key to reducing waste. Tax evasion scandal – this has legal implications for the company and damages the corporate reputation. Organic production of coffee is also on the rise due to consumer demand for naturally produced goods (Blacksell, 2011) Source: After Kotler and Armstrong, 2010 Market segmentation â€Å"The purpose of business is to create customers† is a definition by the business guru Peter Drucker (Swaim, 2010, p.14) who recommends that the best way to do so is to look at the company from the customer’s viewpoint. There are also a number of questions which need to be asked about segmentation of the market; specifically â€Å"what products does the customer buy† and â€Å"what does the customer value†? Research provides an indication of the market segments which are of importance to companies such as Starbucks. (i) Students represent a clear and well defined segment which can assist in promoting and recommending the brand through social networking. (ii) Young professionals and white collar workers: picking up a coffee on the way to work is a growing trend in the UK; the provision of Wi-Fi and newspapers in the stores assists the professionals to use Starbucks as a second office. Crookes (2014) observes that this has been so for a lot longer than many people realise, citing a London coffee shop opened in 1688 where ship-owners, insurance brokers and merchants would drop in to drink coffee but also to trade. There has been a long history of connecting coffee with work in terms of the introduction of the concept of the coffee break, first introduced in 1902 by Barcalounger, an American furniture manufacturer (Crookes, 2014). And the fondness for coffee amongst workers was the cause of a strike at Chrysler in 1964 when the management tried to stop company coffee breaks in an effort to increase production (ibid.) (iii) Young adults may well be an increasing segment attracted by the availability of alcohol at Starbucks coffee shops (Crookes, 2014), hence providing an alternative to pubs and clubs for socialising. Marketing mix The marketing mix incorporates the traditional concept of the four Ps (product, price, promotion and place) and is integral to marketing strategy development. Some authors have expanded the mix to seven Ps (Kotler et al. 2012) encompassing three more criteria of ‘people’, ‘physical evidence’ or ‘environment’, and ‘process’; these might be considered to better describe any influences on the marketplace. Kotler (2012, p.31) explains that it â€Å"recognizes and reconciles the scope and complexities of marketing activities†. However, this report will focus on the four Ps and how they might apply to Starbucks. (i) Product: Lower caffeine content options may attract more health conscious consumers; plus emphasis on ethically produced coffee beans. (ii) Price: In a high price, premium market Starbucks might consider offering a value option to broaden the market, particularly for the student segment. (iii) Promotion: Maximizing the social media promotion of Starbucks and its good works in ethical and responsible coffee production will improve the firm’s reputation (Berry, 2000). A constant and interactive presence on social networking sites will build relationships with consumers and can encourage co-production of new products and services, through electronic word of mouth (Chu Kim, 2011). (iv) Place: Starbucks has introduced around 200 ‘drive-thru’ coffee shops in the UK over the past couple of years enabling consumers to access coffee 24 hours a day (Smith, 2014). There may also be scope for pop-up shops at events or kiosks at railway and bus stations (e.g. the new mini-shop at Birmingham New Street station). Conclusion Starbucks is a well established part of the coffee house culture in the UK, well regarded for its ethical approach to sourcing and buying coffee beans. There are global opportunities for the firm as well as niche markets within the UK to exploit. Although not the number one firm in the coffee house market (a position held by Costa Coffee) Starbucks has developed a strong following amongst the youth and student segments; whilst continuing to provide the requisite products for the working population in their busy working day. Having weathered the temporary storm of bad publicity over the income tax evasion scandal, Starbucks has worked hard to improve its position in the eye of the consumer by emphasising the ethical and sustainable principles the firm has always maintained. Such communication and relationship marketing is key to long term brand loyalty. Despite fears that coffee may be bad for health there is also evidence to support drinking coffee in moderation to have preventive value against certain diseases. Starbucks is well placed to continue to trade competitively in the UK market, particularly as it continues to find and exploit new and innovative ways to get their product out to the consumer in the form of drive-thru’s and kiosks in high footfall areas. There seems little sign of the trend and fashion for coffee houses to diminish any time soon and it continues to be part of the UK culture just as it was over 300 years ago. Word count: 3191 References Alderman, L. 2012. In Europe, Starbucks adjusts to a Cafà © Culture. [On-line]. Available @ [Accessed 23/10/14]. Bergin, T. 2012. Special Report: How Starbucks avoids UK taxes. [On-line] Available @ http://uk.reuters.com/article/2012/10/15/us-britain-starbucks-tax-idUSBRE89E0EX20121015 [Accessed 23/10/14]. Berry, L. 2000. ‘Cultivating Service Brand Equity’. Journal of the Academy of Marketing Science, 28 (1): pp.128-137. CEBR, 2014. Disposable income increases. [On-line] Available @ http://www.cebr.com/reports/asda-income-tracker-july-2014/ [Accessed 23/10/2014]. Chartered Institute of Marketing (CIM). 2013. Marketing Planning Tool [On-line]. Available @ http://www.cim.co.uk/marketingplanningtool/tech/tech5.asp. [Accessed 10/10/2014]. Chu, S-C. Kim, Y. 2011. ‘Determinants of consumer engagement in electronic word of mouth (eWOM) in social networking sites’. International Journal of Advertising, 30(1): pp.47-75. Cohen, H. (2011) ‘Is your social media marketing myopic?’ [On-line] available @ http://heidicohen.com/is-your-social-media-marketing-myopic [Accessed 16/10/2014]. Crookes, D. 2014. Thirsty Work – the coffee shop as office. [On-line] Available @ http://www.independent.co.uk/life-style/gadgets-and-tech/features/thirsty-work-the-coffee-shop-as-office-2290725.html [Accessed 16/10/2014]. Engeseth, S. 2005. One: A consumer revolution in business. London: Cyan-Marshall Cavendish. Blacksell, G. 2011. How Green is your coffee? [On-line] Available @ http://www.theguardian.com/environment/2011/oct/04/green-coffee [Accessed 16/10/2014]. Jobber, D. 2010. Principles and Practice of Marketing. 6th Edition. Maidenhead: McGraw-Hill. Kastanakis, M. Balabanis, G. 2012. Between the Mass and the Class: antecedents of the ‘bandwagon’ luxury consumption behaviour. Journal of Business Research: Vol. 65 (10); pp. 1399-1407. Kotler, P Armstrong, G. 2010. Principles of Marketing. 13th Edition. Harlow, Essex: Prentice Hall. Kotler P., Keller, K., Brady, M., Goodman, M. Hansen, T. 2012. Marketing Management (2nd Ed). Harlow: Pearson Education Limited. Lopez-Garcia, E., Van Dam, R., Rodriquez-Artalejo, F. Hu, f. 2008. The relationship of coffee consumption with mortality. Ann. Intern Medicine; 2008; 148: pp.904-914. Meek, H. Meek, R. 2003. CIM Course book – Strategic Marketing Management. Oxford: Elsevier Nielsen. 2014. Global consumers are willing to put their money where their heart is when it comes to goods and services from companies c

Tortilla Curtain Essay -- essays research papers

Tortilla Curtain: Jack Jardine Jack Jardine is a very interesting character in the story Tortilla Curtain. He has a very strong influence on Delany Mossbacher, one of the central characters in the story. His influences, along with the tragic string of events concerning Delany and Candido, produce a complete turn around in the ideals of Delany by the end of the story. At the start of the story Delany is a 'liberal humanist';, albeit a hypocritical one, but by the end of the story Delany is carrying a gun looking for Candido. It is easy for readers to categorize Jack as a cruel, cold hearted, upper class bigot considering his actions and words. I have to admit I think he comes off that way sometimes. But he also is a lot more than just that. He isn't stupid. In many ways his reasoning about illegal immigrants makes a lot of sense. Illegal immigration does hurt the economy. Illegal immigrants do take away jobs from citizens. But Jack takes it to such an extreme that it is hard for one to feel that his views of illegal immigrants and his sentiments about them are purely a result of his concern about the economy and the state. 'Don't be surprised, because this is only the beginning. We're under siege here-and there's going to be a backlash.';(pg. 146) Jack acts like citizens are in some kind of war with illegal immigrants. With sentiments like this it is hard to deny that he has a bit of paranoia. It is very interesting that he says citizens are under siege from illegal immigra...

Media Influence Essay

The Mass Media is a unique feature of modern society; its development has accompanied an increase in the magnitude and complexity of societal actions and engagements, rapid social change, technological innovation, rising personal income and standard of life and the decline of some traditional forms of control and authority. There is an association between the development of mass media and social change, although the degree and direction of this association is still debated upon even after years of study into media influence. Many of the consequences, either detrimental or beneficial, which have been attributed to the mass media, are almost undoubtedly due to other tendencies within society. Few sociologists would refute the importance of the mass media, and mass communications as a whole, as being a major factor in the construction and circulation of social understanding and social imagery in modern societies. Therefore it is argued that the mass media is used as â€Å"an instrument†, both more powerful and more flexible than anything in previous existence, for influencing people into certain modes of belief and understanding within society. The question of medias influence on society and its cultural framework has often been debated upon from leading theorists to anyone with any form of media connections, but to contemplate that a character in Coronation Street or Eastenders can have an influence on an audience members attitude, beliefs or interpretations of society is a very simplistic and debatable version of the truth. The media does influence, but using more diverse and subtle roles of impact. Some theorists suggest that it is even a case of society influencing the media and not the more widespread and presumed version. History In the early 1930’s, the Payne Studies study took place into the effects and influences of the mass media on the society as a whole using, at times, theories or beliefs that dated back to the late nineteenth century. This is regarded as one of the first in the area of or notion that the mass media has an affect on the societal attitudes and beliefs of that time. This was soon follow around about a decade later in 1941 by Katz, Berelson, and Lazarsfeld who also decided to research into the topic of media effects, a research which produced the now commonly known ‘Minimum Effects Model’. The main aspect of this research being to investigate any possible link or factor that may influence voting behaviour. As has been described in numerous literature it’s ‘discovery’ was that the mass media played little or no part in the process of the formation of any political opinion, attitude or preference. They came to the conclusion that the biggest factor influencing people was not the media, but other people. By the 1960’s, there was a revival of Marxist attitudes, and so the work of Katz, Lazarsfeld, and Berelson was largely dismissed in favour of re-examining the model of research into media effects, due to the modifications the mass media had undergone in the post 1941 period, to consider another way in which to investigate the influence and the effects of the media. Influence, society and individuals As Jane Root wrote in the book â€Å"Open The Box†, which delves into the possibilities of media influence, â€Å"It has a role in defining what we think of as a natural†¦it helps to map out who we think we are†. To look at the medias effect and influence, there is an underlying need to define influence as we understand it in relation to society and it’s overall effect. Media is a major piece within society that is often linked to the notion of social influence. Society understands the notion or concept of being influenced as an â€Å"external force† (the media) linking itself or connecting with a personal action or viewpoint of the recipient. (John Corner: 2000: 378) The forces of influence that have been described as a major power in media effects are those that are circumstantial and directed, those which can be placed within a framework or model, for example â€Å"uses and gratifications†,  those of a generic function but ultimately those which state perspectives, interpretations, and measurements which can lead to evidence and proof. Uses & Gratifications Model A systematic and widely used model in social sciences study of media influence over the effects on an audience concerning behaviour, attitudes and beliefs, is the theory of uses and gratifications. This theory can be linked to the notion of social belonging and how an audience can be deceived into believing that this concept can be achieved. The tenet underlying this approach to studying audiences was that individuals actively consume and use the media in order to meet certain needs. In reality, with the power belonging in the focus of the media, it can be defined as a tool of subliminal persuasion. (O’Sullivan, Dutton, Raymer: 1998) Blumler and Katz (1974) concluded that audience’s fulfilment of needs came within the broad generalisation of four desires: * Diversion – a form of escape or emotional release from  everyday pressures. * Personal Relationships – companionships via television personalities and  characters and sociability through discussion about television with other people. * Personal Identity – the ability to compare one’s life with characters and  situations within programmes, and hence explore personal problems and perspectives. * Surveillance – a supply of information about what is going on in the  world. It is believed that this need to gratify its audience with the pursuit of an idealistic social fulfilment provides the media the opportunity to convey subliminal messages that may influence our opinions, interpretations and understanding of societal factors. The thought that the media is an overwhelming force that influences their audiences through the means of appealing to their desires and needs, must be examined in contrast with the notion that â€Å"every one is free†. Meaning that the mass media’s audience can resist being controlled, simply through choice. An individual always has the option of simply not watching that programme or not reading that particular newspaper. An individual makes the choice, and the selection that is made will merely underpin the views and inclinations that they already have. Television Violence It is believed that the most prominent sign of the mass medias influence is the link to violent programmes and violence within society. Some, technological determinists extend to the belief that the television has altered the world, and it is an â€Å"evil thing that rots the minds of youth†. Television characters are repeatedly recognized as heroes, due to the gaining of respect and numerous other rewards through their actions, they are especially likely to be imitated. For instance at the height of it’s British dominance of children’s television, The Power Rangers were the cause of a large number of accidents, injuries and quarrels that its young audience endured due to the imitation of the characters movements and actions. It may also act as a cue to aggressive behaviour, through desensitisation, uninhibitedness and stimulation. Scenes of violence in a horror film allegedly influenced the two accused ten year olds involved in the infamous James Bulger murder, in which a young boy was abducted and killed. It is  said that they undertook the resulting actions after becoming intrigued and excited by the violent scenes within the horror movie Childs Play. At the accused’ trial the defence made an attempt to present an argument that their actions could be explained through their fascination to television and films which distorted their understandings of society, reality and moral values. Also, it has been noted that naturally aggressive people may simply choose and prefer to watch more violent programmes than of any other nature. Friedrich and Stein found that aggressive-prone children are likely to become even more aggressive after watching violent television. A report made by the United States Surgeon General concluded that television violence is influential, as many as 25% of child viewers may be affected. But what it doesn’t take into account is that other research undertaken had shown, that from over 300 studies using numerous amounts of children, there was no direct effect of the violence portrayed through the mass media on the youth of contemporary society, though there is considerable disagreement between different studies. For instance it could be concluded that violence can never be considered the sole cause of delinquent behaviour, it may possibly just act to reinforce or affect those that are already prone to such tendencies. These examples have been noted as possible indications of the effects of the mass media through the means of expression of television violence, but the media is accused of also acting in more subliminal ways when looked at through the vehicle of the print based and television news. News The mass media present a stereotyped picture of life, which can often lead to undesirable prejudices within not just national, but international, society. The mass media and in particular the television and print based news are often accused as being a significant source, in wide ranging and varied ways, of enhancing common stereotypes. It is argued now that in the case of women, ethnic groups, the disabled, certain professions, the old, the  physically unattractive and even nationalities are all presented according to accepted stereotypes. As â€Å"the war on terrorism† in Afghanistan rages on the news that has come from that region has had exactly the same type of subliminal messaging that was continually occurring in the Gulf War press. The aim of that journalism was to distinguish the language concerning both sides that were at war. During the Gulf War the descriptions given to the opposite sides were of a distinct nature as to enhance the British reputation and to condemn the Saddam regime. British troops â€Å"took out†, â€Å"suppressed† and â€Å"eliminated† their opposition because of an â€Å"old fashioned sense of duty† because they are â€Å"professionals†, â€Å"brave† and â€Å"lion-hearted†, whereas Saddam’s army simply â€Å"killed† and â€Å"destroyed† because they â€Å"feared Saddam† and were â€Å"cowardly† and â€Å"Bastards of Baghdad† (O’Sullivan, Dutton, Rayner: 1998:80). These binary oppositions are used as a form of media propaganda, the conscious manipulation of information in order to gain political advantage. By using the media as a tool of manipulation the Conservative government of the Gulf War era and the Labour government of the present day have effectively stereotyped the opposition in order to provide national unity and enhance their own political agendas. Studies have also been carried out to study the effects of television on political behaviour, with Blumler (1970) as just one, concluding that television had little or no discernible influence over the viewer. Construction of the news is another way in which the mass media can have an influence over the masses. Through the placement of certain aspects of, for example, a news feature or the selective process made by editors it preserves the notion of media influence continually. Television and print based news, due primarily to their fixation with crime and violence arguably has a pessimistic impact upon our societal behaviour. The news can be described as being an oxymoron; giving us the skin of the truth stuffed with a lie. I personally do not concur with this as I consider that generally news does not lie, except it does not inform the audience of the entire truth by omitting the less interesting and dramatic parts. A news program is  primarily focused on the facts, but for the purposes of television and the print based media they tend to emphasise on the dramatic, generally violent stories and images to capture and sustain its audience, under the facade of keeping it informed. The med ias influence through the news is that it affects the public both consciously and subconsciously, and in some cases sends us about our lives unnecessarily fearing the remote dangers that we see excessively portrayed in the news. Stereotyping Children’s programmes especially have a tendency to amplify stereotypes, presenting â€Å"goodies† and â€Å"baddies† within episodes. The confirmation of their stereotypes may makes children feel more comfortable with themselves if they can place someone within a group. Also some children often only have their contact with some minority groups through the television. Greenfield (1984) found that Sesame Street’s use of ethnic and disabled minorities has had positive affects on children, particularly those from the minority groups who feel greater cultural pride and self-confidence. Certain events are over-reported, such as violent or sex crimes, and this acts to alter public opinion. Cohen (1965) suggests that the media creates moral panics by widely reporting an initially minor event, which leads to further comprehensive reports, detection of causes or troublemakers. Radio Cantril (1940) is often referred back upon as a classic example of how the mass media can influence through the gaining of trust. It refers to an incident in the late thirties that caused a widespread public panic in America after a radio station broadcast of H.G.Wells’ fictional narrative War of the Worlds. The production involved a series of news bulletins in which the reporter gave a â€Å"live† account of a Martian invasion. A lot of listeners had tuned in a few moments after the show had begun and so, apparently unaware that the program was of a fictitious nature, believed what they were hearing was the truth and so began becoming hysterical, with some taking to the streets and others even packing up their belongings as  quickly as they could and driving off in order to avoid the attacks. Cantril’s study was the documentation of media-social relations at the time and so the â€Å"invasion† pointed towards the influence that the radio had over the masses, as they truly believed the broadcast. The primary factor in the â€Å"invasion† was the trust that the public had in radio journalism being unwittingly extended to a practical simulation. What was evident from this episode was the steady, gradual and routine influence that the mass media as a whole had exerted, led to the radio broadcasts listeners faith that they were being attacked (Corner: 2000: 385). This case has been cited as being an excellent example of the â€Å"Hypodermic Needle Model†, a hypothesis which asserts that the media are dominant agents of influence, capable of â€Å"injecting† ideas and behaviours directly into fairly inert audiences of isolated individuals. It could also be marked down as not only showing the behavioural changes that can arise from a single piece of media output but also the underlying example of media influence that experts have looked for through experiments or fieldwork. Conclusion In closing, there are perceived to be constantly changing views on the influence that is exerted by the mass media. At first there was the attitude that the media was forcing itself upon us in such a way as to exert its influence and shape our beliefs, actions and values. Now though as time has moved on, theorists are thinking about this area of research in other ways and through diverse approaches. There was a shift in the perspective of researchers within audience reception in the seventies and is evident none more so than in the statement made by James Halloran (1970): â€Å"We must get away from the habit of thinking in terms of what the media do to people and substitute for it the idea of what people do with the media.† The technological determinist view, which states an overemphasis on the part of the mass media as the major, if not solitary cause of societal and  cultural changes, which have effected actions and beliefs, is not the view that I personally would concur with. In my opinion the mass media is an incredible tool of persuasion and could influence somebody undoubtedly. Mass media audiences are arguably on the whole not passive, and so the amount of influence that is exerted upon the recipient depends entirely on the individual. As most pieces of media output are â€Å"polysemic† in nature, meaning that it is capable of having different meanings and readings from person to person (O’Sullivan, Dutton, Rayner: 1998:327), the way in which, or by how much, an individual is influenced is entirely through choice. Bibliography * O’Sullivan, Dutton, Rayner: (1998): Arnold Publishers â€Å"Studying The Media: Second Edition† The following authors were cited from â€Å"Studying The Media: Second Edition† James Halloran (1970) Blumler and Katz (1974) James Curran & Michael Gurevitch: (2000): Arnold Publishers â€Å"Mass Media And Society: Third Edition† Chapter 19: John Corner: (2000) Within Chapter 19, written by John Corner the following authors were cited: Cantril (1940) Blumler (1970) * John Eldridge, Jenny Kitzninger, Kevin Williams: (1997): Oxford Uni. Press Inc â€Å"The Mass Media & Power In Modern Britain† The following authors were cited from â€Å"The Mass Media & Power In Modern Britain†: Greenfield (1984) Friedrich and Stein United States Surgeon General Report Cohen (1965) * Jane Root: (Unknown): (Unknown) â€Å"Open The Box†