Ipad’s Integrated Marketing Communications Report

Table of Contents Introduction1 Apple’s Integrated Marketing Communications Programme for iPad. 2 Brand Positioning2 Target Audience3 Target market and segments4 Evaluation of the products’ Integrated Marketing Communications plan:4 Conclusion7 Recommendations7 Bibliography8 Introduction This report will discuss Apple’s Integrated Marketing Communications (IMC) Programme for their iPad product and how this is coordinated to communicate the iPad’s product positioning strategy.Apple’s iPad is a tablet computer adding a new genre to their mobile devices. The report will discuss the brand positioning and any recommendations for future IMC planning. Apple’s corporate headquarters are based in California in the US in the heart of the Hi-tech industry. They are global in terms of computer electronic consumable sales. Apple position themselves as a top of the range brand with pioneering innovations and consumer needs and wants in mind.Steve Jobs, for mer co-founder, chairman and CEO of Apple Inc. , made a compelling positioning statement during his introduction of the iPad at a conference in January 2010, he stated that the iPad is â€Å"so much more intimate than a laptop, and it’s so much more capable than a smartphone with its gorgeous screen† (STONE, 2010). Apple is committed to remaining in the forefront of innovation and quality, and therefore will sustain their competitive advantage in a rapidly evolving market.This report will also highlight the importance of media for Apple’s brand and how Apple have used this to reach its’ target audience and increase brand awareness. It will also question if Apple is focusing on the Marketing Communications Mix or are they relying more on the desire of the ‘brand’? The theory behind IMC is to use all aspects of marketing communication such as Advertising, Public Relations, Direct marketing and Personal selling to attain and sustain long-term cu stomer relationships while strengthening brand awareness and increasing profits.Apple’s use and effectiveness of the IMC campaign and their success from it will be discussed further in this report along with what message Apple are trying to deliver in their advertising of the iPad. Apple’s Integrated Marketing Communications Programme for iPad. The Apple brand is instantly recognisable throughout the world due to the company’s positioning strategy of their product line by way of product features, quality and ease of use to name a few. Their leadership in innovation gives the brand competitive advantage and this has fed the want and desire for the brand by consumers.Therefore the iPad having the Apple brand already created a certain am The Apple brand is instantly recognisable throughout the world due to the company’s positioning strategy of their product line by way of product features, quality and ease of use to name a few. Their leadership in innovation gives the brand competitive advantage and this has fed the want and desire for the brand by consumers. Therefore the iPad having the Apple brand already created a certain am Apple is no different to most organisations for using promotional and advertising tools to gain customers’ interest and the desire for their products.However, their marketing on innovation and design of the iPad also catches the attention of new potential consumers. To many the technology was not totally new, but the concept was and Apple focussed on that. Previous products from Apple put their brand in the limelight and made any new product launch a much anticipated one. amount of reputation, awareness and prominence in the marketplace before it was even launched. So how is Apple’s Integrated Marketing Communications organised to communicate the iPad’s positioning strategy? Firstly, we should look at the brand positioning and how the iPad fits in.Brand Positioning Brands and the management of brands have become very important elements of culture and the economy. A brand can increase the product's perceived value and therefore brand management and the marketing techniques used are seen as vital to increase brand equity and the positioning of their products. Marketers see a brand as an implied promise of the level of quality consumers have come to expect from the brands’ products and that future products will meet those expectations. Apple is seen as an ‘iconic brand that delivers revolutionary, beautifully designed and incredibly profitable products. (Daye, 2012). The ‘Apple’ brand is in fact Number 1 in brand value according to Forbes, saying it is worth $87. 1 billion, up 52% from two years ago (Forbes, 2012). The master of the Apple brand was Steve Jobs who was an excellent brand marketer and core to what Apple is today. He saw the future for Apple which was going beyond computers, therefore his first step was to remove the word ‘Com puter’ from their logo. Doing this allowed the company to diversify and expand into the world of mobile devices and more. Doing this allowed the company to diversify and expand into the world of mobile devices and more.Just as the products are very important for competitiveness, the brand is too, and the Apple brand certainly has succeeded in building up a very valuable good: an instantly recognizable and universally respected brand. This makes it easier to promote and sell the iPad. In fact, some brands over time become cult brands: consumers become passionate about the brand and levels of loyalty go beyond reason (Roberts, 2004) and Apple has become a cult brand in some respects. As mentioned in Steve Jobs’ compelling positioning statement in the introduction, he made two important statements about the product.They were that the iPad was between two already highly successful mobile devices, the laptop and the smartphone, and very importantly that the iPad had competi tive advantages over each. Apple brand followers were instantly excited and could not wait for the release of the iPad so they could be the first to have it, whether they needed such a device or not! The iPad was a game-changer in the tech world when released in April of 2010 and some believe it may end the personal computer era such is the strength of the brand. Target AudienceThe iPad’s target audience is not as clear as one would think, it turns out that it is very broad. The initial thought on the iPad by the media was that it was just a big iPhone that could not be used for regular phone calls, so who would want something like that? Apple believed, like for the iPod, that the iPad was for everyone. They got this perception when a year after the iPod was released many consumers still believed the device was for ‘techies and celebrities’. The task, therefore, was to use communications to inform world audiences that the iPod (and now the iPad) was for everyone, not just a select few (Fill, 2009).The fact that many features and programs on the iPad were inherited from the iPod and iPhone it meant that users would be familiar with the devices’ capabilities and have the advantage of mobile computing too. The iPad had the potential to target music lovers of all ages and denominations, it was a learning tool for both students and professionals with the addition of thousands of applications (apps) available. The variety of apps could attract consumers who love to read, share photographs, stay in touch through forms of email, forums, virtual meetings, social media and Apples’ ‘Facetime’ to name a few.This made the iPads’ audience vast and diverse. Target market and segments Segmentation is necessary because a single product is unlikely to meet the needs of all customers in a mass market (Fill, 2009). This should be the case for most products, however the iPad is satisfying many needs and desires. For example, du e to the variety of applications available, the iPad becomes an educational tool, a recreational tool, a business tool and a communication tool, all of which the iPad was designed for. It is clear the device is equally good for home use as well as business for both genders.But the competitiveness of the product is strengthened by Apple’s award winning dedicated music store, iTunes, which delivers seamless downloading of not just music, but books and movies too, which widens the target market and covers several market segments. The need to communicate through channels such as social media, example is Facebook, and websites specifically designed for mobile devices such as iVillage for women, make the iPad a very attractive device as it is stylish, light weight and now trendy to own one.Consumers of all ages and backgrounds can potentially own one as the price of the base model is relatively acceptable in terms of technical devices is concerned. Because of the potential to incre ase productivity businesses are scrambling to purchase the iPad, students and colleges want them, and they are seen being used by news broadcasters and presenters not to mention government representatives. Apple do not appear to target markets like other companies do, they tend to target people.They use elements of IMC and AIDA (Attention, Interest, Desire, and Action) to achieve and maintain customer loyalty and increase brand awareness. They managed to present complex technology in an easy, user friendly and fun way, a key to their success in many markets. Evaluation of the products’ Integrated Marketing Communications plan: Apple continued on the successes of previous products when launching their iPad product, using images and reminders of what those previous products have done for the world. Their marketing communications for the iPad very much focused on what the company has done and what they are best at.In the keynote presentation of the iPad, the company reminded us that in October 2001, Apple revolutionised the way people listen to music with the iPod, in April 2003 Apple revolutionised the way people buy music, videos and games with iTunes. In October 2007, they revolutionised the world of mobile communications with the iPhone, and now with the iPad, Apple will ‘revolutionise’ the world again. Steve Jobs’ enthusiastic description of the device during his Keynote in January 2010 makes the individual user feel that it was made for them, that they will â€Å"hold the internet in their hands and it is an incredible experience. Steve Jobs on many occasions has stated that he loves Apple products and their customers. This shows in the customer support Apple has invested in. The company internally is well briefed on how Apple wants to be perceived, again this shows in how secrecy shrouds products prior to their launch. Their communication mix is very much audience focused and always consistent. The message for iPad is clear, it is a device for the individual who could personalise it and bring it anywhere. Apples’ marketing objectives were quite simple for the iPad.Their approach has always been the same, but different to other organisations, their introduction was somewhat spectacular due to the fact that products prior to launch were always successfully kept a secret. This made Apple brand fans excited and other consumers intrigued. Apples’ marketing strategy is â€Å"It’s better to be simple† and it shows in their marketing communications as they keep their advertising minimalistic and product information in simple language. The main forms they use are social media, online advertising, presentation keynotes and sometimes viral marketing!Either way, the message is clear and simple; the product is exciting, fun and easy to use. This is unusual, as traditionally, technical products were always described by their systems’ statistics and technical terminology which the avera ge consumer does not understand. Brand awareness is increased because of the hype. The communication mix or marketing mix involves the implementation of a marketing plan consisting of: i) Promotion, ii) Product, iii) Price and iv) Place. The Apple brand is an incredibly strong brand hence ‘Promotion’ is mentioned first.Apple, surprisingly, do not spend as much on advertising as one would think. Media such as television and magazines are their main choice but what Apple did and did best were product launch press releases. As mentioned before, keynote presentations were what Apples’ former CEO was extraordinary at. And people who mattered most to promote and place the new product in the media through public relations press releases, were present at these presentations. Secrecy of a product generated interest and added to that the Apple brand which created hype, resulted in enthusiastic anticipation of the iPad launch.Commercials were simplistic but visually pleasin g and this enhanced the beauty and simplicity of the design and features of the iPad, exactly what Steve Jobs himself loved about Apple products. This is also mirrored in their shop designs featuring simple but sophisticated look just displaying the Apple products promoting their features. More recently, the iPad has been placed in most good computer electronic stores around the world and of course Apples’ own e-commerce website. It is now as easy to purchase the iPad as it is to buy shoes.The iPad, like other Apple products, is designed and manufactured to the highest standards as always maintained by the former CEO Steve Jobs. The Product is probably Apples’ most important ‘P’ in the communication mix as they believe they have the most a product can offer. â€Å"Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings. † (Apple, 2004). The products and the brand will push the other ‘Ps’ of the mix for Apple.Price was not as important for Apple as their products. With their iPad they have competitive advantage with innovation, they also have control with materials, such as touch screens and flash memory to keep costs down over their competitors. Most electronic goods’ prices generally fall as the product nears the end of its PLC, (Product Life Cycle). Not so much with Apple products. Apple manages to get people hooked on their products from an early age. The iPad, like other Apple mobile devices, are very easy and fun to use and have the capability of adapting to the user by means of applications and personalisation.Therefore, as the user grows older the device can contain more ‘mature’ applications. For example, games and early learning apps can entertain children while music and movies are a must for adolescences, and productivity and new s may be important for adults. Today we cannot live without social networking and weather information! This is a very clever way of reaching a varied target audience that is not confined to gender, demographics, interests, or even age and Apple use ‘apps’ to promote the iPad.The effectiveness of the IMC campaign is hard to measure for the iPad as an individual Apple product, as much of the interest is down to the loyalty of the brand also. Critics will always point to the negatives, but there is without doubt, evidence to show the iPad is a huge success. Promoting the iPad to young users, for example, in schools and colleges and images of celebrities and peers using them means it generates the desire to own one. Apple can also lock the consumer into the brand by linking their products and services so that they continue to use the brand through life.Conclusion Their advertising and in-store presentation of the iPad gives the product a prestigious image, but the ability t o allow the consumer to try it or ‘play’ with it in their stores shows the confidence the company has for their products’ capabilities and quality, and that is what consumers inevitably pick up on. For effective marketing there needs to be effective communication of the information of the product. Apple does it well, but they do it simply and that seems to work. The desire they have generated for the consumer to want a fun and productive device is unquenchable.Apple may not follow all the rules of Integrated Marketing Communications, but they are careful in the planning of a product entry into the market. Secrecy, hype, presentations and image are key to their success it seems and the Apple brand remains powerful and resilient. Recommendations Apple as a company must be transparent to remain credible and sustainable in today’s business climate. This will also aid in the expansion into emerging markets. The success of the iPad has been a cornerstone for the company roven by sales of nearly 40 million iPads at the end of 2011, according to Forbes, and they expect 73 million in sales by the end of 2012. This can be over confident and risky as they lack new innovation since the iPad 2 launch. To continue growth into 2013 Apple’s marketing strategy will need to focus on brand positioning, promotion, customer service and estimate a competitive price of iPad with additional features linking to research and analysis of the environmental forces to compete in the global market. A continual S. W. O. T. analysis would benefit to understand the company’s position.Promotion development and strategies can be extremely effective if Apple continues to focus on its strategic human resource management and by making consistent attempts to remodel its marketing plan to continue successfully. Bibliography Apple, 2004. Apple Press Info. [Online] Available at: http://www. apple. com/pr/library/2004/01/08HP-and-Apple-Partner-to-Deliver-Digital- Music-Player-and-iTunes-to-HP-Customers. html [Accessed 27th March 2013]. Daye, D. , 2012. Weakness In The Apple Brand?. [Online] Available at: http://www. brandingstrategyinsider. com/2012/12/crunch-time-for-the-apple-brand. html#. US860jAqyCl [Accessed 28th Feb 2013].Fill, C. , 2009. Marketing Communications. Fifth Edition ed. Harlow: Pearson Education Limited. Forbes, 2012. Apple Tops List Of The World's Most Powerful Brands. [Online] Available at: http://www. forbes. com/sites/kurtbadenhausen/2012/10/02/apple-tops-list-of-the-worlds-most-powerful-brands/ [Accessed 24th March 2013]. Roberts, K. , 2004. The Future Beyond Brands: Lovemarks. New York: Powerhouse Books. STONE, B. , 2010. New York Times. Inside Technology. [Online] Available at: http://www. nytimes. com/2010/01/28/technology/companies/28apple. html? _r=0 [Accessed 12 Feb 2013]. ——————————————–

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Art has had a great number of different functions throughout its history, making its purpose difficult to abstract or quantify to any single concept. This does not imply that the purpose of Art is â€Å"vague†, but that it has had many unique, different reasons for being created. Some of these functions of Art are provided in the following outline. The different purposes of art may be grouped according to those that are non-motivated, and those that are motivated (Levi-Strauss). Non-motivated functions of art The non-motivated purposes of art are those that are integral to being human, transcend the individual, or do not fulfill a specific external purpose. Aristotle said, â€Å"Imitation, then, is one instinct of our nature. † [16] In this sense, Art, as creativity, is something humans must do by their very nature (i. e. , no other species creates art), and is therefore beyond utility. Basic human instinct for harmony, balance, rhythm. Art at this level is not an action or an object, but an internal appreciation of balance and harmony (beauty), and therefore an aspect of being human beyond utility. â€Å"Imitation, then, is one instinct of our nature. Next, there is the instinct for ‘harmony' and rhythm, meters being manifestly sections of rhythm. Persons, therefore, starting with this natural gift developed by degrees their special aptitudes, till their rude improvisations gave birth to Poetry. -Aristotle [17] Experience of the mysterious. Art provides a way to experience one's self in relation to the universe. This experience may often come unmotivated, as one appreciates art, music or poetry. â€Å"The most beautiful thing we can experience is the mysterious. It is the source of all true art and science. † -Albert Einstein [18] Expression of the imagination. Art provide a means to express the imagination in non-grammatic ways that are not tied to the formality of spoken or written language. Unlike words, which come in sequences and each of which have a definite meaning, art provides a range of forms, symbols and ideas with meanings that are maleable. â€Å"Jupiter's eagle [as an example of art] is not, like logical (aesthetic) attributes of an object, the concept of the sublimity and majesty of creation, but rather something else – something that gives the imagination an incentive to spread its flight over a whole host of kindred representations that provoke more thought than admits of expression in a concept determined by words. They furnish an aesthetic idea, which serves the above rational idea as a substitute for logical presentation, but with the proper function, however, of animating the mind by opening out for it a prospect into a field of kindred representations stretching beyond its ken. † -Immanuel Kant[19] Universal communication. Art allows the individual to express things toward the world as a whole. [according to whom? ] Earth artists often create art in remote locations that will never be experienced by another person. The practice of placing a cairn, or pile of stones at the top of a mountain, is an example. (Note: This need not suggest a particular view of God, or religion. ) Art created in this way is a form of communication between the individual and the world as a whole. [citation needed] Ritualistic and symbolic functions. In many cultures, art is used in rituals, performances and dances as a decoration or symbol. While these often have no specific utilitarian (motivated) purpose, anthropologists know that they often serve a purpose at the level of meaning within a particular culture. This meaning is not furnished by any one individual, but is often the result of many generations of change, and of a cosmological relationship within the culture. â€Å"Most scholars who deal with rock paintings or objects recovered from prehistoric contexts that cannot be explained in utilitarian terms and are thus categorized as decorative, ritual or symbolic, are aware of the trap posed by the term ‘art'. † -Silva Tomaskova[20] Motivated functions of art Motivated purposes of art refer to intentional, conscious actions on the part of the artists or creator. These may be to bring about political change, to comment on an aspect of society, to convey a specific emotion or mood, to address personal psychology, to illustrate another discipline, to (with commercial arts) to sell a product, or simply as a form of communication. Communication. Art, at its simplest, is a form of communication. As most forms of communication have an intent or goal directed toward another individual, this is a motivated purpose. Illustrative arts, such as scientific illustration, are a form of art as communication. Maps are another example. However, the content need not be scientific. Emotions, moods and feelings are also communicated through art. â€Å"[Art is a set of] artefacts or images with symbolic meanings as a means of communication. † -Steve Mithen[21] Art as entertainment. Art may seek to bring about a particular emotion or mood, for the purpose of relaxing or entertaining the viewer. This is often the function of the art industries of Motion Pictures and Video Games. The Avante-Garde. Art for political change. One of the defining functions of early twentieth century art has been to use visual images to bring about political change. Art movements that had this goal—Dadaism, Surrealism, Russian Constructivism, and Abstract Expressionism, among others—are collectively referred to as the avante-garde arts. â€Å"By contrast, the realistic attitude, inspired by positivism, from Saint Thomas Aquinas to Anatole France, clearly seems to me to be hostile to any intellectual or moral advancement. I loathe it, for it is made up of mediocrity, hate, and dull conceit. It is this attitude which today gives birth to these ridiculous books, these insulting plays. It constantly feeds on and derives strength from the newspapers and stultifies both science and art by assiduously flattering the lowest of tastes; clarity bordering on stupidity, a dog's life. † -Andre Breton (Surrealism)[22] Art for psychological and healing purposes. Art is also used by art therapists, psychotherapists and clinical psychologists as art therapy. The Diagnostic Drawing Series, for example, is used to determine the personality and emotional functioning of a patient. The end product is not the principal goal in this case, but rather a process of healing, through creative acts, is sought. The resultant piece of artwork may also offer insight into the troubles experienced by the subject and may suggest suitable approaches to be used in more conventional forms of psychiatric therapy. Art for social inquiry, subversion and/or anarchy. While similar to art for political change, subversive or deconstructivist art may seek to question aspects of society without any specific political goal. In this case, the function of art may be simply to criticize some aspect of society.

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Discussion 5 Research Paper Example | Topics and Well Written Essays - 250 words

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Long-range planning is nowdays seen as an academic exercise - Essay Example It must be understood that planning is done to achieve certain goals. Long term goals can specify where the organization would like to be a few years in the future. Goals are stated as the intention of the organization that are specific, measurable, cover key result areas, challenging, and should have defined time periods. For individuals and workers at a given company, the goals may be linked to rewards (Welch, 2005). At the same time, planning specifies the means for achieving the organization’s goals (Daft, 2000). However today’s businesses operate in a highly volatile environment and managers are concentrating more and more on short term results. The statement given at World Economic Forum correctly suggests that ‘Long-range planning is nowadays seen as an academic exercise’ and this is fast becoming a widely accepted truth. Nevertheless in the interest of business as a going concern, the validity of the statement and legitimacy of long range planning needs to be re-evaluated. This paper focuses on discussing the merits and demerits of long range planning and aims to answer if it still is a necessary exercise or merely an academic exercise which can be ignored if other functions of management continue to perform at or better than expected levels. Before such an analysis is undertaken, it is important to know why the focus on the short term results is so predominant. Long term planning is getting more difficult and focus is shifting from it due to basic reason of increased volatility in the worldwide corporate as well as business environment. On top of that, the present financial community including stock/company analysts and mutual fund managers often evaluate the performance of many securities based on short term results. This means that a company presenting strong short term results can have its stock be given better performance reviews by peers. For individuals within the company, rewards such as bonuses, promotions and the like could

Psychology Journal Essay Example for Free

Psychology Journal Essay Jaime, a nine-year-old kid living nearby is the youngest son of a couple namely Cel and Eugene. He has 4 siblings who are of a large age gap with him, somewhat around 7, to be exact. The boy is fond of racing cars, playing basketball, â€Å"hide and seek† and interactive games with his neighbors and cousins living near their compound. Since his siblings are from different levels, that three of them are already in college, he finds company with other young boys in town like for Aldrin and Benedict. His parents try to understand him since they could not provide the boy with the things he needed like for material things and also the time.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Looking at the situation of the young boy, it can be said that, reading and analyzing his family background, he needs some attention from the parents and he finds it in the presence of his friends and playmates. For some other kids who are lacking for attention, they might bully other children or might really someone who seeks attention badly by acting strange or hitting others. But the kid is just hyperactive on play time and he pays attention on his class, studies well on weekends before going to sleep and do household chores like washing the dishes when his sisters are not at home. Therefore the kid is a normal kid, without having attention deficit disorders and some bullying attitudes that might be evident for young people who do not receive adequate time and attention.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The parents are lucky though to have inculcated good breeding with their son who in turn realizes at his young age the essence of behaving properly outside the house.   Having a lot of different friend from different families, the boy might be affected for some point, that he can adapt their attitudes. But it never came to a point that the family had some trouble with Jaime. Like most of the children who have problems for concentration, I think it would not cost the family much for treatments and sessions with a psychiatrist who treats ADHD and the like for kids at Jaime’s age. From the article of Richard R. Matt, the discipline and behavior of a child is of great importance with a kid to become efficient in their education or studies. In Jaime’s case, it is not a problem hence; he is part of the honor roll in his batch. References Richard R. Matte and Jon A. Bolaski. ADHD in the Classroom, Part 1: Strategies for  Ã‚  Ã‚  Ã‚   Behavior Management. Retrieved December 5, 2007 from  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   http://www.selfhelpmagazine.com/articles/child_behavior/cfadhd01.html

Of Morality and Spirituality Essay Example for Free

Of Morality and Spirituality Essay The moral sacred Philippines started from a dream, and now that it continues to progress it can be one good evidence that as long as someone believes in an idea, it can be possible. As long as its aim is for the goodness of the citizens, it can be a reality. This concept does not want to create a world of perfection but rather a world of morality and spirituality. That world is where we can clearly distinguish the right ones from the bad. It is where we can not only think about ourselves but also the community, the government, and the nation. This dream can all be possible if we just go and believe that the land where we stand can be a better habitat of mankind. From Genesis 1:27, God created mankind in His own image. This verse proves that each of us is spiritual at heart. We just have to go and find the path through our hearts. We are created in His likeness which gives us the realization that all living things have something good in the inside. If we believe, make something to make this work, the moral sacred Philippines will make sense. A. WRITING AS A SOCIAL ACT The event connects with how writing can be a social act. In the said event, one does not only think about himself but also for the people around him. As for writing, a writer does not only write for him or for him to understand but also for his readers and audience. You write alone, but you always write for others. Readers matter. Once a writer sets his or her thoughts to any medium, whether paper, blog, status update, there is the potential for audience interaction. Ideas and creativity are created outside ourselves. Writers can never be more creative without the experiences and thoughts the people have. They continue to interact with people. Writing is a social act. Writers choose to see the beauty and brilliance of the world around them. Writing is nothing without the world and mind that surrounds them. B. WRITING AS A MORAL ACT Morality and spirituality is what the event focuses on. As for writing, writers do not only write everything that flows from their thinking, he must be careful. Something that anyone who writes words of any kind would do well to remember. Words have their moral consequences. The responsibility is particularly great for writers who deal with spiritual issues. Every word they write leaves its mark upon their soul and upon the souls of those who read their work. Their words may become sacraments, visible signs of an invisible grace, or they may turn to poison and ashes. It may signify the abyss or nothing at all. Writers must strive against mediocrity in one’s work, aiming always higher for lucidity of thought and beauty of expression with still being careful with the words they use. Every piece they make has an effect in this world. They are part of our moral conversation as a society. They weigh in. The creation of literature worthy not only its high artistic calling but of his stature as a creature created in the image and likeness of God.

American History: The 1960s

American History: The 1960s Looking back through the annals of history, the 1960s stands out as a highly important decade in American History. During this decade, the United States was rocked by political scandal in the form of the Bay of Pigs incident and widespread terror and fear in the form of the Cuban Missile Crisis that followed in its wake. In addition, the African-American Civil Rights Movement hit its stride, becoming one of the most powerful and most frequently covered events in the media as African-Americans spoke out and protested against the racial inequalities and segregation that they had been forced to endure for so long. This was also a decade of great loss, and many prominent figureheads, such as Dr. Martin Luther King Jr., Malcolm X and John and Robert Kennedy in the Modern Civil Rights Movement were the targets of assassin s bullets and taken from this world. The 1960s was a tumultuous but undeniably important decade in American history and is easily one of the most important times in the development of our nation. The Bay of Pigs invasion was an attempt made by the Central Intelligence Agency (CIA) on behalf of the United States government to lead trained Cuban exiles in a plan to invade Cuba and overthrow the government of Fidel Castro. This plan was a colossal failure on the part of the United States government which led to public embarrassment for the United States on the global stage. Relations between the two governments had already been quite strained after Fidel Castro came into power in 1959 but the Bay of Pigs incident strained relations between the two nations to their breaking point. In retrospect, it is amazing that the Bay of Pigs invasion was given approval by the President but some historical scholars have likened this problem to a lack of proper communication between the office of the President and the CIA. The Cuban Missile Crisis was an international incident that occurred when United States military intelligence discovered the existence of several nuclear missiles in various spots throughout Cuba that had apparently been supplied by the Soviet Union. The United States immediately began to try to convince Cuba to disarm and dispose of the missiles. This led to a period of short-lived but widespread fear that Cuba was prepared to launch these missiles at the United States and of a possible invasion. Faced with the wide range of overt political and economic maneuvers against the Castro regime, it was not unreasonable for Cuban and Soviet leaders to be concerned in 1962 over intensified U.S. hostile action against Cuba, including the possibility of an invasion (Steinberg). Once the missiles were discovered, the United States was in a very difficult political position in that it must be decided to either take offensive action against Cuba or do something less proactive while still achieving the same goal of Cuba s disarmament and disposal of the missiles. The only way in which domestic politics have been generally thought to have affected the U.S.s behavior was by providing a generalized incitement to the Kennedy administration to do something about Cuba and the Soviet missiles (McKeown). At this point, there was immense pressure on the President to act which resulted in what is considered to be poor decision making. The Cuban Missile Crisis was a very important event in American history to look back and reflect upon not only because of the event itself but because of the impact it had on American politics as a whole. This is the closest the United States has ever come to thermonuclear war and resulted in numerous changes to American foreign policy and other relations with foreign nations. In the 1960s, the modern Civil Rights Movement hit its stride in which several prominent figures rose into the spotlight and several nonviolent protests were acted out to secure the basic civil rights that African-Americans had been denied for so long. Led by many prominent and well respected leaders, these rights were hard won and required a great deal of effort from the African-American community as a whole. One of the earliest and most prominent protests of the 1960s was undertaken by African Americans taking rides on interstate busses heading into southern states, where the buses had yet to be integrated. The Montgomery Bus Boycott of the 1950s likely laid much of the groundwork needed for these Freedom Rides to be organized and carried out. Most of these rides were sponsored by the Congress of Racial Equality (CORE) and were instrumental in integrating and de-segregating both seating on the busses themselves and the interstate bus terminals. These rides were highly dangerous for African-Americans at the time and many of the residents of those southern states did not take well to blacks attempting to circumvent the Jim Crow Laws which were the norm of southern states at the time. Despite being backed by recent federal rulings that it was unconstitutional to segregate bus riders, the Freedom Riders met with obstinate resistance as in Birmingham and Montgomery, where white supremacists attacked bus depots themselves (Gross). Dr. Martin Luther King Jr. and Malcolm X are widely regarded as two of the most prominent African-American figures during the Modern Civil Rights Movement but, as prominent as the two men were; their views on how the Civil Rights Movement should be carried out were vastly dissimilar. Dr. King was very outspoken in his fight against the injustices suffered at the hands of African-Americans at the time but despite the violence that African-Americans were typically met with in their protests, he asserted a policy of nonviolent resistance. In his famous Letter from Birmingham Jail, King asserts that Nonviolent direct action seeks to create such a crisis and foster such a tension that a community which has constantly refused to negotiate is forced to confront the issue. It seeks so to dramatize the issue that it can no longer be ignored (King). This speaks to his position of advocacy of nonviolent resistance that sends a powerful and unavoidable message. Dr. Martin Luther King Jr. s Letter from Birmingham Jail is widely considered to be one of the single most important pieces of protest literature to be written during the modern Civil Rights Movement and one of Dr. King s biggest achievements. In this letter, Dr. King reasserted his stance on the use of nonviolent means of protest as the means of advancing the interests of the African-American people while appealing to his fellow members of the Alabama clergy. This letter was instrumental in the fight towards black civil rights and is widely regarded to be one of the most important pieces of such writing in history. Malcolm X on the other hand preached a very different policy in regards to the methodology that should be used by African-Americans in securing their civil rights. In his By Any Means Necessary speech, he asserts that We declare our right on this earth to be a man, to be a human being, to be respected as a human being, to be given the rights of a human being in this society, on this earth, in this day, which we intend to bring into existence by any means necessary (Malcolm X). In saying this, Malcolm X is clearly asserting that African-Americans should fight for their rights and attain them at all costs, even if they must resort to violence. He also asserts during a speech at the Ford Auditorium. So I dont believe in violence thats why I want to stop it. And you cant stop it with love, not love of those things down there, no. So, we only mean vigorous action in self-defense and that vigorous action we feel were justified in initiating by any means necessary (Ali). During the mid and late 1960s, the Civil Rights Movement lost two of its most prominent figures. In 1965, Malcolm X, who had until then been a very outspoken figurehead of Black Nationalism, was assassinated in New York City as he was trying to deliver a speech. Malcolm X was largely considered to be a political and ideological leader of the Civil Rights Movement and his death was one that greatly impacted the movement. Dr. Martin Luther King Jr. s assassination occurred much later in the decade, on April 4, 1968. While standing on the balcony of the Lorraine Hotel in Memphis, Tennessee, Dr. King was fatally shot. News of his assassination led to rioting in dozens of cities across America. However, the outcome of his assassination could largely be attributed as marking the end of the modern Civil Rights Movement. The United States government was essentially forced into abolishing the segregationist policies that existed at the time. The assassinations of these two individuals both had different effects on the modern Civil Rights Movement as a whole. The assassination of Malcolm X led to a different sort of impact on the Civil Rights Movement. Due to Malcolm X s highly publicized departure from the Nation of Islam, his assassination was largely attributed to members of the Nation of Islam, creating tension between black Islamic and Muslim groups. In addition, two other prominent figures in the fight for African-American civil rights were assassinated as well, and these two people were both brothers, John and Robert Kennedy. John F. Kennedy hadn t been a very vocal civil rights activist in his time as President and preceding his death but despite that, he was instrumental in passing key civil rights legislation and took a stand against racial segregation in many instances. For example, when former Alabama Governor George Wallace stood in front of the University of Alabama doors, barring two black students from registering for classes, President Kennedy intervened. Deputy Attorney General Nicholas Katzenbach called President Kennedy and alerted him to what Wallace was doing; President Kennedy federalized the Alabama National Guard to help with the crisis. Ultimately, Wallace stepped aside and the two students were allowed to register for classes (Elliott). Robert Kennedy was a very outspoken figure in the fight for African-American civil rights and spoke publicly against segregationist policies and the racism that permeated many aspects of American culture and institutions. Robert Kennedy was a prime candidate for election in the 1968 Presidential election and built much of his campaign on the platform of African-American Civil Rights and believed that the foundations of American integrity should be based on equality for all American citizens. On April 4, 1968, after he had learned of Dr. King s assassination, Robert Kennedy delivered an impromptu speech in Indianapolis, Indiana which is largely said to be a prime contributor to the fact that, despite the riots that had broken out in dozens of cities across America when news of Dr. King s death spread, Indianapolis remained calm in the wake of such news. Unfortunately, on June 6, 1968, Robert Kennedy was assassinated by a man named Sirhan Sirhan. It is clear that the 1960s has had a great impact on American society and culture as a whole. From the United States teetering on the brink of nuclear war with both Cuba and the Soviet Union as a result of the failed Bay of Pigs invasion in the Cuban Missile Crisis to the massive growth and successes of the Modern Civil Rights Movement to the loss of such key public figures that arose out of and around that movement, there were massive shifts in American politics. This was indeed a very tumultuous time in American history but it was also a time of great sociocultural and political growth for the United States and is unquestionably one of the most important decades in our history and study of this decade is highly important to further growth and prosperity. Journalism: Then and now Journalism: Then and now Is the divide between the British Tabloid and the serious, quality press narrowing? If so why? There are many debates concerned about the state of British newspapers today. Most recently, traditional news values have seen to become more reformed and revolutionized. The dominance of celebrity and social news, the blurring of the boundary between news and reality shows and other popular culture; and the advent of citizen journalism may all suggest that the nature of news and news values are evolving; and that traditional models of the news process are now only partially relevant. Replaced, are new sorts of values called the tabloid news values. Tabloid news values, in the press, are a question of both the angle and interpretive framework of the journalist. (Colin Sparks, 2000) News wins over that appeal to broad sectors of the public, scandals, crime, sports and pop culture will be given very high priority relative to items about politics and public affairs (Sparks, 2000). Equally, the stories will be highly personified and they will impart sensations and emotions. The presence of the tabloid news values in the British papers today is due to several factors such as advertisements and media ownership; which results a hierarchy in the profession involved in the making of newspapers journalism. However, it can be argued that the divide between tabloid newspapers and broadsheets are/are not narrowing, considering the dramatically changed features they include. In this assignment, I aim to distinguish if broadsheets are looking similarly like tabloids and if the quality press is focusing only on public interests. I intend to use relevant examples to assist my points of arguments, besides using academic sources which will finalize my findings towards this topic. It has been said that Broadsheets newspapers went through a process labelled tabloidization. Tabloidization is the term used to express tabloid style papers. It is, as stated by Pete du Pont a shift by the media away from government and foreign affairs to a more entertainment-style of journalism that focuses on lifestyle, celebrity, entertainment and crime/scandal (du Pont, 1998). Ken Sanes (1997) in his article, The News Medias Effort to Hide from Significant Truth (Transparency website) identifies a possible argument which explains the cause of tabloidization. He states that the people who own the newspapers are responsible for the happening of this process. du Pont agrees with Sanes and claims that owners of the newspapers themselves are primarily to blame and that he sees this as the corporate ownership theory. (du Pont, 1998) The newspapers are owned by well-known people such as Rupert Murdock, Scott Trust, Tony OReilly and it is thought that the news journalists follow orders t hat are sent directly from these owners in order to shape the news (du Pont, 1998) accordingly. The result is a news media, which manipulates informationto push the political agendas (du Pont, 1998) of the newspapers. The problem lies in the fact that the agendas of these newspapers are based on marketing themselves and their products, or more simply put on money. Covering up the news that may be detrimental to the economic health and/or reputation of the company (Sanes, 1997) can also be seen a part of this marketing. This is where tabloidization is seen to come in play. In order for the owners to push their own interests or to draw the attention away from the news that may prove to disadvantage them, the newspapers have created a news media that concentrates on attracting audiences through stories about sex, scandal and Hollywood (Pete du Pont, 1998). In 1995 the editor of the Guardian invented the word broadloid to describe a broadsheet newspaper with a tabloid editorial approach. (Peak and Fisher cited in Bromley, 1998). Bob Franklin (1997) determines to prove that both tabloid and broadsheet newspapers are impossible to differentiates and thus compares them to achieve his hypothesis. Franklin found that Broadsheets have degraded by the significant tabloid values they introduced to their paper. He defines a broadsheet as a large format newspaper, written and distributed for a national audience on the basis of a national news agenda. Franklin also believes that Broadsheet news values traditionally favour a mix of politics-plus-diplomacy-plus-war with sport on the back page; broadsheets aim at in-depth and comprehensive coverage; and are written using moderate and emotionally controlled language (assumedly) typical of the middle classes. Broadsheets tend to lead on the issue, or the substantive consequences, of a story rather than first-hand human interest approach more typical of tabloids; they tend to be print heavy rather than the more pictorial tabloids; and are less inclined to use more ethically dubious reporting practices, such as doorstepping or paying sources for stories. (Franklin, 1997) His statement reflects an appreciated view on Broadsheet newspapers as he claims that it is valuable newspaper which, by far, determines a persons status in society. Through his argument, it can be said that he does not accept the reason that Broadsheets would possibly merge into tabloids-style papers. Further, Colin Sparks (2000) believes that newspapers carry responsibilities towards the public interest. Their responsibilities are primarily to warn and protect the public. They are held through the media, where economy and political information are published to the public. The quality press provides this kind of information in abundance. (Sparks, 2000) This is crucial to Sparks that newspapers use this strategy, as the public are expected to exercise informed choices about how, and by whom, their society is being governed.(Sparks, 2000) In other words, Sparks informs us that it is crucial that the public discover the norms and values of their society. The media portrays this to them in order to help them live a less complex lifestyle, with an easier decision to make when following, perhaps economic and/or political ideas. On the other hand, Franklin believes that the quality press has transformed into the popular press through the four ways he states. First, broadsheets now contain less news, especially foreign news, parliamentary news and investigative stories, preferring photographs to these expensive reporting formats. Second, views have increasingly replaced news, with broadsheets choosing to fill the pages emptied of international and investigative reporting with engaging opinion from columnists. Third, he suggests that broadsheets are increasingly allocating a high news priority to stories which until recently would have been dismissed and disdained as merely tabloid stories. Fourth, broadsheets are increasingly likely to include many editorial features which previously were the exclusive preserve of the tabloids (Franklin, 1997). To conclude the meanings of Franklins ideas, he is clearly stating that quality papers do focus on public interest but carry no political or foreign news as they switched to tabloids formats. Through his claim, it can be said that he sees Broadsheets as virtually tabloid paper. Richard Addis, the former Daily Express editor suggests broadsheets are a master class in daily journalism delivered in a thoroughly post-modern or post-ironic way (Addis, cited from the Guardian, 2008). Dominic Ponsford, editor of Press Gazette agrees with Addis and comments that broadsheets are a tidy, spacey, pacey and coherent package a paper positioned upmarket from the tabloids (Ponsford, cited from the Guardian, 2008). Broadsheets tended to have better written articles; with much less scandal and gossip, much less sensational headlines and people depended upon them for getting their quota of what could now be called serious news. However, when talking of tabloids newspaper; the term tabloid refers both to a specific type of newspaper, and to a specific paper size. Newspapers introduced the term when they started halving the broadsheet size. News tabloids are originally presented highly compressed and compacted news, as opposed to the more detailed and lengthy news in broadsheets. Tabloid newspapers were best known for a lower type of journalism that dealt with sleaze, corruption, sex scandals, celebrity gossip and sports. Nevertheless, the lines between the types of newspapers have blurred. Anthony Sampson, a member of the Scott Trust who owns the Guardian said: the frontier between qualities and popular papers has virtually disappeared (Bromley, 1998) Furthermore, Ian Connell follows to argue both Franklin and Sparks views. He declares that Broadsheets have not dumbed down. Connell says Franklins study was not a complete comparison between the poplar and the quality press. The misrepresentations have arisen, I think, because neither has compared like with like.(Connell, 1998) Connells quote shows he has a different perspective and interpretation into the debate of tabloidization. Connell compares both papers to see if Franklins views are somewhat arguably acceptable. He believes that there are substantial amounts of quality news in both broadsheets and tabloids (Connell, 1998) This quote is a directly opposing Franklins idea that international news has, yet, disappeared in the quality press. Connell also argues that Sparks ideology to tabloid papers, it that they reject any sort of international news. However, in his study, Connell claims that tabloids have much public interest stories and that some international news, still virtu ally exist. The Financial Times and the Economist. Together they contributed 36.4% of the international items. (Connell, 1998) Connell may agree with Franklin about sensational and gossipy news which appears in tabloids but does not see this present in broadsheets. Following to this, Connell states that broadsheets are not becoming broadloids and disagrees with Franklin as oppose to his argument that more broadsheet items were published without illustration, as broadsheets have began to use more pictures (Franklin, 1998) His statement here contradicts what he later claims that politics was the most frequently occurring main topic in the UK press. (Franklin, 1998) As known, broadsheets contain more political and foreign news while tabloids tend to mention politics through human interest stories. Connells observations explain that a traditional content is carried by broadsheets, yet they may use tabloid style to twist those traditionally written articles. In contrast, Franklin declares that the style and formats of broadsheets are changing (Franklin, 1998) but he appears to note only on the use of tabloid style language in the headlines of the quality papers. A comparison in the change of some British newspapers may help to conclude wither broadsheet have become broadloid. Martin Conboy states that newspapers which use the tabloid size but do not use its language, such asThe Independent and The Timesdemonstrate that it is the language which is more important in the make-up of a tabloid than the format itself. (Conboy, 2006) However Sanes defences and believes that tabloids have not come close to providing the range of material now regularly offered by the broadsheets. (Sanes, 1997) In 2003 The Independent started concurrent production of both broadsheet and tabloid compact editions, carrying exactly the same content. This paper is seen the most colourful paper among the other broadsheets. Articles include international and political news, but a great quantity of human interest subjects are varied in the news section. However, there is often some clearly identical language and format to tabloid style, with the use of pictures, pun headline and speech bubbles, which all indicate a tabloid style paper. The Sunday Times did likewise, but with less apparent success, with readers vocally opposing the change (Sanes, 1997). The format is big in size but the inside includes many adverts, which is seen to be the great values of a tabloid. They contain illustrations and big attractive picture nearly in every page but do not include much of the human interest topics. Yet most of the human interest stories and celebrity gossip are seen to be found in the news review, which makes this paper, indeed, broadloid. When the Independent launched its new tabloid format, it was a shock for the Guardians creative team, renowned for its strong design ethos and forward-thinking approach. Plans for its own reformat were thought about intensively. Wed always been the British paper that took design most seriously, claims Mark Porter, the Guardians creative director. Weve always had a reputation for that and I suppose we always liked to think we were the most innovative British paper. The Guardian had regained its laurels. Within two years, it was back on top with a new design and format: the Berliner format à ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬ midway size paper between a broadsheet and a tabloid. As the pressure to follow the crowd increased, Mark Porter spent a long period of time experimenting with a tabloid Guardian, but it soon became clear that it wasnt possible to convert a broadsheet newspaper to tabloid without radically changing both the journalism and the design. The idea that you could was absurd, he says. It wasnt going to be that straightforward and the editor, in particular, was very concerned that if we went down that route we would be forced, even if we didnt want to, to change the journalism and the way we presented the stories. Harcup and ONeil (2001) suggest that celebrity has become a major factor in determining whether a news story is selected for inclusion in a newspaper, and thus is the result of defining if a broadsheet becomes broadloid. They also conclude that The UK press seems obsessed with celebrities such as TV soap stars, sports stars, film stars, and, of course, royalty, (Harcup and ONeil, 2001) which may well predict the upcoming future of broadsheets. However, Porter was looking to create a newspaper where the pictures worked just as hard as the text, offering an alternative way for time-pressed readers to engage with the paper. The main motivation cited for the shifts in the analyzed papers above are that owners use human interest topics and illustrations to make the paper appealing to the readers, (Sanes, 1997) The Independent only needs to transform the language in order to become a tabloid paper. Conboy would probably disagree because the language shows a distant style to tabloids. Bromley believes that owners bring in tabloid values to the quality to attract more readers (Bromley, 1998). I would disagree as there are still people who carry more interest to broadsheets than tabloids. However, since the transformation of many broadsheet newspapers occurred, it gave the readers the choice which content they desired to read. (Sanes, 1997) It is presumably hoped that many readers will find the smaller formats of a tabloid, more convenient, in fact it remains to be seen how this shake-up will affect the usage of the term broadsheet' (Sanes, 1997). Newspapers, however, have always used free subscription trials and other promotions, with advertising platforms such as new or expanded feature sections, and with better home and newsstand distribution in order to sell a successful paper. However, struggling publishers often seek the quickest method to cut costs and increase circulation without harming ad revenues (McLahlan and Golding, 2000) Many in Britain see their salvation in changing formats; they believe that switching to a more compact one, such as the tabloid format, may lift circulation by attracting disaffected newspaper readers. Several important broadsheets across Britain have recently converted themselves into tabloids (du Pont, 1998) and the format have proved popular in the year following the transformation. Advertisements are necessary in the production of newspapers. The popular press, it is conventionally reckoned that only 20 percent of revenues come from advertisingthe quality press, on the other hand, receives 60 percent of its revenues from advertising. (Sparks, 2001) Advertising agencies give broadsheets their money as they believe the popular press target the working class, (Sparks, 2001). This is the only strategy they could possibly use with tabloids as it enables them to advertise in certain papers to target their specific customers. On the other hand, the quality papers aim at the middle and upper class. As a result, their pages include highly paid advertising products. In other words, if selling luxury goods, advertisers will pay much more to get to people who can afford high profile adverts. Alternatively, if selling ringtones, advertisers will not pay as much as they aim at vast readership. Notably, they follow this process as the middle/upper class people are able to afford those high-priced advertising products. Conversely, Spark argues that poorer readers are excluded from having niche newspapers aimed at them, unlike richer people. He follows to explain that democratic inequality based on income (Sparks, 2001) is the reason for the major barrier between the quality papers; as the tabloids do not carry the power of press freedom. It can be said that corporate ownership have played a role in the process of tabloidization and thus involved bifurcation in newspapers. When it comes down to it, the underlying goal of any corporation is to make profits. That is the nature of the business world. Marketing has become a large part of the news. Also what underlies this argument was the deregulation of television in the 1980s. Robin Anderson (1995) states: Before deregulation, corporate speculators did not purchase stations solely for the purpose of commodity trading. After deregulation, however, speculators who had no interest or experience in the media bought and sold stations simply to make a profit. Corporate investors would often cut corners to make a profit by cutting news departments, and giving into advertiser demands (Anderson, 1995). Deregulation here is what allowed the corporations to purchase the T.V. networks. This makes it a major contributor to tabloidization, even if it was an indirect one. In fact, not just in T.V networks does this happen but newspaper proprietors were also accused of treating their titles as business properties with a social purpose'. (Greenslade cited in Bromley). Bromley believes the problem with broadloid is from magazines. Magazines began to pursue an editorial mix of sex, celebrity and sleaze in a far more aggressive way.(Bromley, 1998) Market competition, advertisements and ownership are affecting the state of the media. There is a clear sign that broadloid is taking place. The format may be reducing to one of a tabloid but the contents majority contains hard news. However, it is seen that money is making owners revalue the public interest. In conclusion to my analysis above, it can be notified that broadsheets have not seen to dramatically change as Franklin argues, conversely, it merely depends on the readers to the type of news they choose to read. Arguably, there is, yet a division between the tabloid and broadsheet newspapers, but this division lies under the use of language and format; the papers chose to present. Whether tabloidization started all the above arguments, or vice versa, it is a question that we may never know the answer to. Perhaps, finding the answer to it may be the key to finding the true answer to what caused tabloidization. Whether we know where it came from or not, the fact that tabloidization is here; still remains and it appears to compete and challenge the success on British newspapers.

How Food is Viewed in the American Culture Essay examples -- nutrition

Most people wouldn’t deny that food is vital to everyday life, but perhaps it has more importance than just simply nourishing our bodies. According to Carole M. Counihan, a doctor of anthropology, food is so important that society has constructed rules regarding its consumption. Counihan emphasizes in her 1992 Anthropology Quarterly article, â€Å"Food Rules in the United States: Individualism, Control and Hierarchy,† that these rules serve as the â€Å"means through which human beings construct reality† (Counihan, 1992, p. 55). Counihan advocates for the importance of studying food rules by explaining that knowledge about how food is viewed in our culture can do three things: improve understanding of other culture’s food rules, allow nutrition education programs to mesh with these rules, and reveal an aspect of society that helps maintain our current stratification system, which has not been thoroughly examined yet (Counihan, 1992). Through her study of f ood journals kept by American college students, Counihan argues that their adherence to food rules suggests that students strongly believe in self-control and individualism. Consequently, these beliefs reinforce our current social hierarchies, specifically classism, racism, and sexism. Counihan’s argument that our rules about food allow for the perpetuation of sexism is a compelling one that I very much agree with. I have personally seen my best friend plan her entire diet and exercise regimen based on what her boyfriend thinks. Although this article was written in 1992, I believe the message it conveys will still be applicable in years to come. Counihan’s argument is multifaceted: she explores a school of thought that college students follow certain rules about food that have been int... ... is important. But now that we have done so, it is even more important that we take steps to change what is happening. That’s why the recent focus on being healthy rather than thin and campaigns like the Dove Beauty Campaign where women are encouraged to see the beauty in how they currently are so monumental to changing what Americans value. Even though Counihan wrote this article eighteen years ago, it still has applications today. I do question her study methods. Using a small sample of food journals from students being taught to think anthropologically could skew results. I would be very interested to see a larger study done today, especially with some progress being made in the adaptation of America’s values. Works Cited Counihan, C. M. (1992). Food Rules in the United States: Individualism, Control, and Hierarchy. Anthropology Quarterly, 65(2), 55-66.

Gay Marriage Essay -- Same-Sex Marriage Essays

A large majority of people in the United States will say that they are in favor of equal rights for homosexuals. They will all agree that homosexuals should have the same rights in housing, jobs, public accommodations, and should have equal access to government benefits, equal protection of the law, and other rights granted to US citizens. However, when the topic of marriage arises, all the talk of equality ceases. Over fifty percent of all people in the United States oppose homosexual marriage, despite the fact that most are otherwise supportive of homosexual rights. This means that many of the same people who are even passionately in favor of homosexual rights oppose homosexuals on this one issue. This is because there is a lot of misunderstanding about what homosexuality really is, as well as the erroneous assumption that homosexual people enjoy the same civil rights protections as everyone else. For the reasons of ending social injustice, the economic and social benefits of allo wing homosexuals to marry, and the constitution, homosexual marriages should be a legalized institution.   Ã‚  Ã‚  Ã‚  Ã‚  Homosexuals are often treated unjustly socially. Homosexual people and couples are treated as inferior to that of heterosexuals. The values that homosexual couples exhibit in their daily lives are often indistinguishable from those of their straight neighbors. They're loyal to their mates, and are devoted partners. Many of the reasons offered for opposing homosexual marriage are based on the assumption that homosexuals have a choice in which they can feel attracted to, and the reality is quite different. Many people actually believe that homosexuals could simply choose to be heterosexual if they wished. But the reality is that very few do have a choice; any more than very few heterosexuals could choose which sex to find them attracted to. Additionally, many people continue to believe the propaganda from right-wing religious organizations that homosexuality is about nothing but sex, considering it to be merely a sexual perversion. Homosexual relationships are just like heterosexual ones, and are much more about love and affection than they are about sex. And this is what homosexual relationships are based on: mutual attraction, love and affection. Sex, in a committed homosexual relationship, is merely a means of expressing that love, just the same ... ...o deny that the right to marriage whomever you may choose is constitutionally guaranteed. Homosexuals, targets of discrimination and social injustice, deserve to have equal opportunities and rights as every other person in America, homosexual or straight. Homosexual marriages are accepted already by the Constitution, and they offer nothing but economic and social benefits if legalized, therefore there is no real reason as to why homosexual marriages should not be legalized. Legg, Joshua. Interview. 17 May 2004. 23 Nov. 2004 . Cooperman, Alan. â€Å"Christian Groups Say They Won't Give Up.† The Washington Post. Jul. 15, 2004. . â€Å"Q&A: Same-Sex Marriage.† The Washington Post. Mar. 10, 2004. . Rauch, Jonathan. Gay Marriage : Why It Is Good for Gays, Good for Straights, and Good for America. New York: Times Books, 2004. 1-224. Baird, Robert M., and Stuart E. Rosenbaum. Same-Sex Marriage: The Moral and Legal Debate. Amherst, New York: Prometheus Books, 1997. 1-242. Nieves, Evelyn. â€Å"Same-Sex Marriage Issue Fires Up Gays.† The Washington Post. Nov. 1, 2004. . Civil Rights: Brown v. Board of Education I (1954). 12 Jan. 2005. National Center for Public Policy Research. 24 Jan. 2005 .

Antibacterial Soap Causes Antibiotic Resistant Bacteria Essay -- Expos

     Ã‚   The next time you are in your kitchen, look at the area where you prepare food.   Do you wonder how many disease-causing bacteria could be living there?   There most certainly are some.   But don't let that image drive you to throw down this magazine and run for the antibacterial cleanser under the sink.   Right now it is pretty tough for those bacteria to make it into your body and begin wreaking havoc, because there just aren't enough of them right there in your kitchen.   But TV commercials for antibacterial cleansers would have you believe otherwise.   Those cheery soccer moms want you to be so afraid of the bacteria living in your kitchen that you make sure to buy their product-the one that "kills 99.9% of bacteria."   Now, it's true that bacteria can cause illness, and as humans we are often at odds with bacteria, but we just can't kill them all.   If we try, we could see our plans backfire and send ourselves into a new and precarious future of disease.    To understand how, we simply need to take a look at how bacteria have become rapidly resistant to antibiotics, and we see a story unfolding that begins with penicillin as an attack on disease and now has become a Frankenstein's monster of sorts.    Since the 1950s, antibiotics have been widely available and frequently prescribed, and consequently our overuse of and dependence on antibiotics has left us powerless against new, stronger bacterial species capable of causing life-threatening illnesses, such as tuberculosis. In their valiant effort to create safe, disease free environments, hospitals have unwittingly contributed to the proliferation of antibiotic resistant bacteria.   Although these "superbacteria" are now found mainly in hospitals, a new wave of household pr... ...w think of your own kitchen.   You have the power to keep it as close to the memory of your childhood as you wish. By restricting our use of antibacterial products, we can keep our houses-and our children's houses-safe. But by attempting to wipe out all bacteria and live germfree, we will catapult ourselves into a dark and uncertain future, where our best cure has become our worst poison.    Notes 1. "News Release Archive for 1999," the Soap and Detergent Association web site, 22 May 2014 <http://www.sdahq.org/about/archive99.html#triclosan>.    2. Joseph B. Verrengia, "Some Soaps May Aid Drug Resistance," AP Online. 6 August 2014, 16 June 2014 <http://web.lexis-nexis.com/ >; see also Barbara Ingham, "September 2014 Newsletter," Food Facts for You! 20 June 2014 www.uwex.edu/ces/flp/specialists/ingham/sep2014.html 3. Verrengia.

Biography of John Fitzgerald Kennedy

John F. Kennedy was the 35th president of the United States (1961-1963). He was the youngest person ever to be elected president. Also, He was the first Roman Catholic president and the first president to be born in the 20the century. He served in World War II on PT boat. He also helped to solve the Cuban Missile Crisis and started Peace of Corps to help 3rd world countries better them selves. Kennedy was assassinated before he completed his third year as president. Therefore, his achievements were limited. He was shot in the head and died within an hour. Kennedy was born on May 29,1917 in Brookline, Massachusetts. He was the second of nine children of Joseph Patrick Kennedy and Rose Fitzgerald Kennedy. â€Å"The other children in the family were Joseph, Rosemary, Kathleen, Eunice, Patricia, Robert, Jean, and Edward. â€Å"(Encarta' 95). â€Å"The Kennedys were an active family. With 11 people in the house, someone was always busy. The children took swimming, sailing, and tennis lessons. â€Å"(Potts, Steve – 7). The Kennedy family had long been active in politics. His brothers Robert and Edward Kennedy also entered politics. Kennedy's both grand fathers had been active in politics. His father was a self-made millionaire. He served as first chairman of the Securities and Exchange Commission and as U. S. ambassador to Great Britain during the administration of President Franklin D. Roosevelt. Kennedy's family called him jack. He and his older brother Joe were strong rivals. Jack was quiet and often shy, but held his owns in fights with Joe. â€Å"The boys enjoyed playing touch football. â€Å"(The World Book Encyclopedia, 261). His childhood was full of sports, fun and activity. This all ended when he grew up old enough to leave for school. Kennedy attended elementary schools in Brookline and Riverdale. â€Å"In 1930, when he was 13 years old, his father sent him to the Canterbury School in New Milford, Conn. † (The World Book Encyclopedia, 261). One year later, he transferred to Choate Academy in Wallingford, Coon. He graduated from Choate in 1935 at the age of 18. He was promised a trip to London as a graduation gift but he became ill with jaundice and would have to go to the hospital. He spent the rest of the summer trying to recover. He was not entirely well when he started Princeton, several weeks later in the fall of 1935. The jaundice returned and he had to drop out of school. Before the next school year began, he told his father he wanted to go to Harvard. He entered Harvard University in 1936. There he majored in government and international relations. At Harvard, he tried to explain in his senior thesis why Britain had not been ready for war. Kennedy began to send his paper to publishers, and it was accepted on his second try. Wilfrid Funk published it under the title Why England Slept. It became a bestseller. He became a literary sensation. â€Å"In the spring of 1941, both John and Joe, Jr. decided to enroll in the armed service. † (Reevs, Thomas C. , 37)Joe was accepted but John was turned down. He hoped to fight in the WWII but he was rejected by the U. S. Army because of his back trouble and history of illness. He reapplied after five months program of special exercise and was accepted into the Navy as a desk clerk in Washington. He was disgusted and applied for a transfer. Kennedy was sent to Naval Officers Training School at Northwestern University in Evanston, Illinois, in 1941. Later he was sent for additional training at the Motor Torpedo Boat Center at Melville, Rhode Island. In late April 1943, he was put in command of a PT 109 in the Solomon Islands in the South Pacific. Kennedy saw action in the form of night patrols and participated in enemy bombings. â€Å"On August 1, 1943, during a routine night patrol, a Japanese destroyer collided in the darkness with Kennedy's craft and the PT 109 was sunk. † (Falkolf, Lucille – 7). Kennedy heroically swam back and forth rescuing his wounded crew. Two were killed in the crash. The injury once again aggravated his back. Still, Kennedy pushed on swimming from island to island in the South Pacific hoping for a patrol to come by. Kennedy had no idea he had been in the water for eight hours. Finally, an island was spotted that could provided cover from Japanse planes. Kennedy realized that he and the crew must move on. He gathered the crew to move to another island in search of food. Kennedy swam for the next four days along a water route that he knew American ships used. Kennedy was now desperate enough to seek help from natives on a Japanese controlled island. He persuaded the natives to deliver a message written on the back of a coconut shell to allied forces. â€Å"The coconut fell into the hands of allied scouts and a patrol was sent. â€Å"(Encarta' 95) Kennedy and his crew were finally rescued. â€Å"For his courage, endurance, and excellent leadership, Kennedy received the U. S. Navy and Marine Corps medal, awarded for heroism not involving conflict with the enemy. â€Å"(Encarta' 95). John soon contracted malaria. He became ill. Then, he returned to the United States for medical. During recovery, Kennedy knew that his brother Joe, Jr. had been killed in action. Kennedy put his feelings onto paper and a second book was published for the family and close friends. † (Reevs, Thomas C. , 11). He called it â€Å"As We Remember Joe. † Kennedy's father had assumed that Joe, Jr. would go into politics. Both of his grandfathers had been active in politics. Now, Kennedy was the oldest Kennedy of his generation. His first chance in politics came when Congressman James Curley from the 11th District of Massachusetts decided to retire. It was his first Congressional seat by a margin of more than two to one. He was placed on the front page of the New York Times and in Time Magazine. He was often mistaken in Congress as a Senate page or an elevator operator. Later he ran against nine other candidates. He won the primary with 42 percent of the votes. He served three terms in the House of Representatives, during the Democratic Administrations of President harry S. Truman. He supported legislation that would serve the interests of his constituents. He also joined with Republicans in criticizing the Truman administration's handling of China. Kennedy easily won reelection to Congress in 1948 and 1950. â€Å"In 1952 he decided to run against incumbent Republican Senator henry Cabot Lodge, Jr. Because Kennedy was little know outside his congressional district. † (Encarta' 95). He began his campaign two years before the election and met thousands of people throughout Massachusetts. The entire Kennedy family took part in the campaign. Kennedy defeated Lodge by 70, 000 votes. Kennedy married Jacqueline Lee Bouvier on September 12, 1953, at St. Mary's Catholic Church in Newport, Rhode Island. He had three children. One daughter and two sons. Kennedy's youngest son died in less than 48 hours after his birth. Kennedy underwent a spinal-disk operation in less than a year after his marriage. Soon after that, a second back operation was performed. He wrote â€Å"Profiles in Courage† during this time. A book of essays on American politicians who risked their careers fighting for just but unpopular causes. It was published in 1956. This book received the Pulitzer Prize in 1957. Many people had known little about Kennedy came to admire him because of the success of â€Å"Profiles in Courage. † In 1957, Kennedy became a member of the powerful Senate Foreign Relations Committee, and he later won a place on the Senate Committee on Improper Activities in the Labor Management Field. His brother Robert served as chief counsel in the same Committee. In 1958, he spent many of his weekends campaigning for reelection in Massachusetts. â€Å"His Margin of victory, 874, 000 votes, was the largest ever recorded in a Massachusetts senatorial contest. † (Encarta' 95). Kennedy now began speaking out on foreign affairs. He was a severe critic of France's refusal to make concessions to its colony, Algeria. He advocated Algerian independence. Kennedy wanted the 1960 Democratic presidential nomination. He began working for it and faced several major obstacles. Many party leaders considered him too young and too inexperienced for the presidency. Many also doubted that a Roman Catholic could win a national election in a country that was mostly Protestant. Kennedy won most of the larger states in the northeastern United States. â€Å"The election drew a record 69 million voters to the polls, but Kennedy won by only 113, 000 votes. â€Å"(Encarta' 95). He won49. 7 percent of the popular vote, and Nixon won 49. 6 percent. Kennedy received 303 electoral votes to Nixon's 219. Kennedy was inaugurated on January 20, 1961. In his inaugural address he emphasized America's revolutionary heritage. â€Å"The same†¦ beliefs for which our forebears fought are still at issue around the globe,† Kennedy said. â€Å"Let the word go forth from this time and place to friend and foe alike, that the torch has been passed to a new generation of Americans-born in this century, tempered by war, disciplined by a hard and bitter peace, proud of our ancient heritage-and unwilling to witness or permit the slow undoing of those human rights to which this nation has always been committed and to which we are committed today at home and around the world. (Encarta' 95) The words of his address were, â€Å"Ask not what your country can do for you- ask what you can do for your country. â€Å"(The World Book Encyclopedia, 268). â€Å"During Kennedy's first year in office, the Congress of the United States passed a major housing bill, a law increasing the minimum wage, and a bill granting federal aid to the country's economically depressed areas. â€Å"(Schlesinger, Arthur Meier-17). Kennedy also oversaw a bill creating the Peace Corps. After his initial success with Congress, Kennedy found it increasingly difficult to get his programs enacted into law. Although the Democrats held a majority in both legislative houses, Southern Democrats joined with conservative Republicans to stop legislation they dislike. With one bill, however, Congress dedicated more than $1 billion to finance sending a man to the moon. The major American legal and moral conflict during Kennedy's three years in office was in the area of civil rights for black citizens. Although â€Å"Kennedy was in no way responsible for the growth of the civil rights movement, he attempted to aid the cause by enforcing existing laws. He also asked Congress to pass a civil rights bill that would guarantee blacks the rights to vote, to attend public school, to have equal access to jobs, and to have access to public accommodations. â€Å"(Schlesinger, Arthur Meier-59). â€Å"In the late 1950s and early 1960s the government of Cuba under fidel Castro became increasingly hostile to the United States. When Castro began to proclaim his belief in Communism, many Cubans fled to the United States. † (Encarta' 95). In 1961 a secret project begun during the previous administration of Dwight D. Eisenhower culminated. Under the training of the Central Intelligence Agency, more than 1000 Cuban exiles invaded Cuba at a place called the Bahia de Cochinos (Bay of Pigs). â€Å"In Cuba both the bay of pigs occurred, in which U. S. supported rebels revolted in a poorly laid out plan of events that fell out beneath them, and the Cuban Missile Crisis in which the Soviet Republic were building missile silos in Cuba, 100 miles away from Florida. â€Å"(Encarta' 95). The Space Race was in full force with both Russia and the U. S. in competition to reach the moon during this time. The Cuban Missile Crisis was the world's largest approach to nuclear war. In 1960 Khrushchev decided to supply Cuba with nuclear missiles that would put the eastern United States within range of nuclear missile attack. In 1962 U. S. spy planes flying over Cuba spotted the first missile. Kennedy demanded that the USSR remove the weapons. United troops prepared to invade Cuba, but after a few tense days Khrushchev promised not to invade Cuba. The United States signed a limited nuclear test ban treaty with Britain and the USSR, outlawing nuclear explosions in the atmosphere or underwater, but allowing them underground. â€Å"John F. Kennedy was shot to death by an assassin on Nov. 2. 1963, as he rode through the streets of Dallas, Texas. † (The World Book Encyclopedia, 266). Two shots were fired in rapid succession. One bullet passed through the president's neck and struck Governor Connally in the back. The other bullet struck the president in the head. His car sped to Parkland Hospital but doctors couldn't save his life. He was pronounced dead at 1:00 p. m. Lee Harvey Oswald assassinated him. Oswald was charged with the murder and arrested that afternoon. Two days after, Dallas nightclub owner Jack Ruby shot Oswald while being moved from the city to the county jail. Millions of television viewers saw Ruby kill Oswald, who was under police guard. On November 24, the body of President Kennedy was carried on a horse-drawn carriage from the White House to the Rotunda of the Capitol. Thousands of people filed past the coffin of the president. The state funeral of President Kennedy was watched on television by millions around the World. He was buried in Arlington National Cemetery. Kennedy was the first President to be born in the twentieth century and was very much a man of his time. He was restless, seeking, with a thirst of knowledge, and he had a feeling of deep commitment, not only to the people of the United States, but to the people of the world. Many of the causes he fought for exist today because of what he did for the rights of minorities, the poor, the very old and the very young. He never took anything for granted and worked for everything he owned. Perhaps Kennedy summed up his life best in his own inaugural speech: â€Å"Ask not what your country can do for you, but ask what you can do for your country. â€Å"(The World Book Encyclopedia, 268). He was a very loved and respected president and will truly be missed.