Gatorade †Marketing Project Essay

The Gatorade Company makes the world’s leading sports drink. In part, this is due to its ubiquitous marketing strategies that can be seen almost everywhere. Gatorade is the official sports drink of the NBA, WNBA, MLB, NHL and MLS. It is also the official sports drink of the NFL and has become part of a famous tradition, the â€Å"Gatorade Dunk† where the winning athletes of the Super Bowl empty the Gatorade cooler over the coach. Gatorade has also been advertised by some of the greatest athletes in history; from Serena Williams, to Peyton Manning, to Olympic gold medalist Usain Bolt, to probably the most famous endorser in NBA great Michael Jordan. Gatorade makes several products including the G series which consists of pre-game, thirst quencher and post-game beverages. There is also the G Series Pro which consists mainly of sports nutrition products. Then there is G Natural which contains more natural ingredients. The Gatorade Company also makes Propel Fitness Water. The Gatorade Company was not always such a large company nor was it created by an existing beverage corporation. It was created as a necessity by the team in which it’s named after: The University of Florida Gators. Gatorade was created in 1965 by a team of five scientists led by Dr. Robert Cade. The beverage was created to improve the athletic performance of the university’s football team. When more than a dozen of the players had fallen sick due to dehydration from the intense heat and training, the scientists researched dehydration and what the body loses during immense activity. They found out that sugars, salts and minerals were required to hydrate the human body after immense physical activity; water alone was not enough. They created an electrolyte-carbohydrate drink and supplied it to the athletes. The results were phenomenal. The Gators were able to outperform their rivals, especially in the latter half of the game where exhaustion seemed to cripple their opponents. The Gators went on to win their first Champion ship and soon after Gatorade was adopted by other sports teams. Supplying the beverage became more and more difficult for the scientists as demand increased, and after failed attempts to commercialize it, Stokely-Van Camp acquired U. S. rights to the drink and Gatorade Inc. was incorporated in Florida in 1967. After much success, the coach of the Florida Gators suggested the winning formula to the coach of the Kansas City Chiefs. The Chiefs were impressed and used throughout the entire season culminating with a Super Bowl victory. Much of the growth of the Gatorade Company occurred when it was acquired by Quaker Oats, which bought Stokely-Van Camp for $220 million in 1983. It was under Quaker Oats that Michael Jordan, who was arguably the most famous and fast rising athlete at the time, became the celebrity spokesperson for the company. Sales skyrocketed and Gatorade was once again the leader as the sports drink market grew to $1 billion by 1994. Also during its ownership by Quaker Oats, the product went global. It was and continues to be sold in numerous countries and several continents successfully. It also expanded its product line to include more flavor varieties. Towards the end of the 1990’s the sports drink market grew to $2 billion. With its consistent success, Gatorade continued to launch new products including Propel Fitness Water. In 2000, PepsiCo, a multinational corporation focusing on beverages and snacks, acquired Quaker Oats for $13 billion. It bought over Quaker Oats primarily for the Gatorade brand, which is still one of the corporation’s largest and most successful divisions. Gatorade continued to grow because it renewed its contract with Michael Jordan, campaigned its â€Å"Is it n you? † ad, and also signed a host of new celebrity athletes. Today, Gatorade has over a dozen plants where it manufactures the products it sells and is still the leader in today’s $3 billion dollar sports drink market. Target Market Description The original target market for Gatorade was sports teams. In fact, it was originally only sold to sports teams. It spread from the Gators football team to other Gators teams such as basketball. It then spread to other college sports teams until finally it reached professional teams in the NFL. It spread team to team until it became the official sports drink of the NFL in 1983 and was used by over 70 divisions and college teams. Sales trends increased with the same rapid pace. In the early 1980’s Gatorade led the $200 million sports drink market. Net sales were recorded at $90 million in 1982 and grew exponentially in the following years. By the mid 1980’s net sales were recorded at $170 million. During the latter half of the 1980’s Gatorade marketed its famous â€Å"Gatorade is Thirst Aid for that deep down body thirst,† this along with televised adds, strategic placing of the product on sidelines during big games and a growing sports drink market raised net sales to nearly $900 million by the end of the decade. The demographics of the Gatorade G Series target market: * Traditionally active males, aged 18 to 25. They can be students, just starting their careers, or well established. * They grew up idolizing many different sports athletes and teams, which still have an influence. * They make a very wide variety of incomes because Gatorade is inexpensive. It could be anywhere from $10,000 to $60,000. * Education could vary also, most have at least high school level education and some have college or above experiences. * These types of consumers may also be interested in other sport-related clothing and accessories. They may be interested in terms such as jerseys, hats, shoes or anything that will show off their allegiance to a team, sport or player. * The G Series’ core target is the 13- to 17-year-old high-school athlete, while G Series Pro’s target is the 16- to 24-year-old who is in the business of being athletic, whether as an elite athlete or personal trainer. A more detailed look at the MRI report gives a great glimpse into the target market for the sports drink industry. As highlighted in the index, 18-24 year olds are the core target market. With an index of 174, that means 74% of that age range are more likely to drink sports drinks. Moving further up the age range, 18-49 year adults provide a tremendous opportunity for this market. As highlighted by their percent down (which indicates the percent of those persons out of everyone that consumes a variable), 78. 2% of the total population that drank sports drinks were of that age group. Capturing the teen consumer has been identified as a priority for the brand, with the CMO of Gatorade, Ms. Robb-O’Hagan, conceding that teens thought the brand was dated. Last year’s shift to G was meant to grab their attention. With that accomplished, she said, the brand has been working with teens to test and promote the new products. Through May, a mobile locker room is making its way to high schools, showcasing the G Series products. â€Å"What we’re focusing on this year, from a marketing standpoint, is making sure that the high-school athlete understands the G Series, understands the three-part series,† Mrs. Robb-O’Hagan said. â€Å"If we land that strongly with the teen consumers, we have a lot of opportunity. A Reporter Report is complete with explanations of key numbers. Please note that all the numbers are based on the 2009 Fall MRI study, and that the projected numbers (000) are expressed in thousands. (Appendix A). Market Trends and Macro Forces According to the Beverage Marketing Corporation, the sports drink industry has actually shrunk in sales by 12. 3% from 2009. Considering that Gatorade holds over a 70% market share of the entire sports drink market, they saw losses in gallons produced by 15. 5% in that same year. In a more local look at the market, from 1986 to 2009, the geometric growth of the industry in America has been 11. 62%. However, considering the great growth for the first 19 years of its existence from 1986 to 2005 of 14. 3%, this number might be misleading. A more accurate picture can be painted by using the last 5 years, letting the state of the economy be fully reflected in growth. In this new scenario, the growth is at -. 27%. Gatorade markets not only to the athlete, but to the casual drinker as well: construction workers, restaurants, and families for dinnertime. Sales records for the sports drink brands for the year 2009 and 2010 are available in the Appendix B. Market Trends Changing Needs Gatorade being a sports drink primarily focuses on the needs of the athletes. The researchers believe that the athletes are looking for pre and post workout drinks. â€Å"The average consumer is already consuming during the before-and-after occasion,† said Sarah Robb-O’Hagan, chief marketing officer at Gatorade. â€Å"Different consumers have different nutritional needs on game day vs. training days. What we’ve seen as we’ve developed these products is different consumers mixing and matching their own regime to meet their needs. † In addition, in order to build long term brand loyalty Gatorade is focusing on target high school students between the ages of 13-17 years. â€Å"What we’re focusing on this year, from a marketing standpoint, is making sure that the high-school athlete understands the G Series, understands the three-part series,† she said. â€Å"If we land that strongly with the teen consumers, we have a lot of opportunity. What are also sparking the changing needs in this market trend are consumers increasingly focusing on their health. They are conscious about the effects of beverages on their own bodies. According to Mintel, a consumer packaged goods monitoring service, some of the product areas with the highest growth were in the sports and meal replacement categories, which place a greater emphasis on nutrition. More beverage companies are focusing their attention on adding new nutritional benefits to their new products, promoting a product’s ability to enhance sports performance. As the consumers are growing increasingly conscious about the contents of the sports drinks and the needs of the athletes are changing, so is the change in formulations of sports drinks. It is getting even more complicated. Sports nutrition companies are looking at low glycemic sugars as functional sugar systems to enhance endurance in certain products. These include newer functional sweeteners, such as isomaltulose and trehalose. Gatorade has risen to this challenge of balancing innovation with market needs. Beverage World selected Gatorade as the Winner for Brand Reinvention when it released the G-Series which includes the three products: Prime, Perform and Recover for before, during and after work out respectively. Macro Forces There are many macro forces that affect the sports drink industry. Among the most toxic is the current state of the economy. As we have discussed earlier, the poor spending power of consumers has shifted demand to less expensive alternatives, such as water or vitamin infused drinks. As the recession begins to lag into the next year, the sports drink industry can expect sales volume to remain at current levels. Given that the U6 rate (the most comprehensive form of unemployment that combines both unemployed and underemployed) is at 17%, discretionary income will continue to be a hindrance on this industry. While our competitor analysis is fully developed in the coming sections, it should be pointed out now that competition plays a significant role in this industry’s macro forces. Currently, there are two main competitors, Gatorade and Powerade, or Pepsi and Coke, respectively. Unfortunately there is no room for consolidation in this domestic saturated market, so the competitive battles that spur between the two eat away at costs and sales. A recent example comes from a lawsuit between these two companies. An article in the Beverage Industry relating to the industry issues reported a clash between Coca-Cola’s Powerade and Pepsi-Cola’s Gatorade on a lawsuit over brand advertising. At issue was a Powerade Option ad that featured a â€Å"drag race† between horse-drawn carts, one of which was carrying 10 bales of hay and the other 50. The message was that 10-calorie Option allowed the 10-bale horse to win the race over the 50-calorie competitor. The lawsuit argued the ad sent the message that Powerade was more effective as a sports drink, as well as containing fewer calories. The matter was resolved in a matter of days, with Coca-Cola agreeing to modify the ad. Such trivial pursuits between the two are costly to the industry and companies themselves. In addition to the direct competitors, sports drinks are facing increased competition from bottled water like Vitamin Water and coconut water and nutritional drinks like skimmed milk and chocolate milk for hydration and nutrition. Coconut water, skimmed milk and chocolate milk are easy to produce and provide natural health benefits compared to the artificial electrolytes in popular sports drinks like Gatorade. While health concerns have had positive effects on the industry, there are also some negatives as well. A new study done by researchers at The University of Iowa suggests that the sports drink Gatorade erodes teeth faster than a carbonated soft drink. â€Å"I don’t think everybody realizes how erosive these things are, especially Gatorade and Red Bull,† Leslie A. Ehlen, a student at the University of Iowa – School of Dentistry tells WebMD. â€Å"People need to be aware that all sorts of beverages can be causing dental erosion. † Of course, this leads right back to another macro force in regulator procedures. Although in know will health issues like this loom over the industry’s ability to sell their products, the F. D. A (food and drug administration) can certainly dampen sales volumes if need be. The F. D. A has recently banned production of Four Loko as it the combination of caffeine and alcohol mix is extremely dangerous.

Analysis on All the pretty Horses Essay

The title of Cormac McCarthy’s novel – All the Pretty Horses, reflects the significance and variance of roles that horses play in this coming-of-age story, as they relate to John Grady Cole who is the focus of the novel. The horse, which was the social foundation of Western American culture then, is described as an economical and practical asset to the boys – John Grady and Lacey Rawlins. However, the author also describes horses’ abstract qualities using idyllic and impassioned diction, depicting them as animals of a highly advanced spiritual nature, similar to humans in some ways. John Grady has an intimate relationship with all horses and understands the world of horses extraordinarily well. On his journey from Texas to Mexico, he learns that the world of men is very different from that of horses and is forced to rethink about the relationship between humans and horses. John discovers that his preconceived notions about men and human society are false. He finds that they do not live in a romantic world, as he had believed. Therefore, the title that McCarthy has chosen is ironic and symbolizes the change that John experiences. The author uses the title to represent John’s initial perspective on the world, which turns out to be the opposite later on. John’s life, like all of Western American society during the timeframe of the story, revolved around horses. In fact, I think that he is able to understand the horses more than he does about men. The horses in the novel represent strength, untamed passion, and most importantly, freedom of spirit. The veneration that the vaqueros have for horses is apparent in the tales Luis tells the boys. â€Å"†¦ the old man only said that it was pointless to speak of there being no horses in the world for God would not permit such a thing† (111). I feel that this quote demonstrates to the readers very well on the strong feelings of passion of the vaqueros, cattle-ranchers, that they value horses so highly that they are able to regard themselves as nearly divine. It also reinforces John’s romantic notion that horses are highly spiritual beings. Like the vaqueros, the boys respect the horses, and these animals play large roles in their lives. The boys use horses in many ways throughout the novel, such as companions and as means of transportation or escape. John even has dreams about horses, as â€Å"his thoughts were of horses†¦still wild on the mesa who’d never seen a man afoot and who knew nothing of him or his life yet in whose souls he would come to reside forever† (118). This style of expression used in referring to horses here â€Å"wild† and â€Å"souls† is idealistic and almost poetic. Furthermore, the fact that John dreams about horses in this way and that he wants to â€Å"reside forever† in their souls shows that he, like the vaqueros, thinks of them very highly. Throughout the novel, the author does not fail to use romantic and emotional language to describe horses and their connections to humans. By using venerating diction in describing the horses, the author portrays these animals as noble being with wild spirits. Besides that, with vivid imagery, the author is able to paint us a poignant picture of horses. â€Å"The painted ponies and the riders of that lost nation came down out of the north with their faces chalked and their long hair plaited and each armed for war which was their life†¦When the wind was in the north you could hear them, the horses and the breath of the horses and the horses’ hooves that were shod in rawhide† (5). This introduction of horses in the beginning of the novel demonstrates the passion and dedication that the author attributes to horses. The mood created by words such as â€Å"painted ponies† and â€Å"the breath of the horses† is passionate and emotionally charged. The author also continues to describe the raw energy and life that flows through the horses. â€Å"John Grady†¦was holding the horse†¦with the long bony head pressed against his chest and the hot sweet breath of it flooding up from the dark wells of its nostrils over his face and neck like news from another world† (103). These metaphors such as â€Å"the dark wells of its nostrils† and â€Å"news from another world† create a forceful likeness of mysterious animals with a nature that is foreign to humans. The horse’s â€Å"hot sweet breath†¦flooding up† displays the life and energy that fill the horses. This mysterious energy is also apparent later, when the author writes, â€Å"He rode the last five horses†¦the horses dancing, turning in the light, their red eyes flashing†¦they moved with an air of great elegance and seemliness† (107). This imagery of â€Å"red eyes flashing† and â€Å"horses dancing† is very mysterious yet still striking. The descriptive detail is very cinematic, and any of these scenes could easily be made into a movie. These extremely in depth  descriptions are so exaggerated that they are almost unrealistic, but they are able to create the desired effect in making horses seem mystical and bizarre. These are the romantic creatures that John sees, the â€Å"pretty horses† that can be taken off the title. John Grady’s connection with horses is as mystical as the horses themselves. He is one way or another, able to communicate with all horses on a deeper level than any other character in the story. This is evident on the Hacienda in the scene in which John and Rawlins are breaking some new horses. John â€Å"cupped his hand over the horse’s eyes and stroked them and he did not stop talking to the horse at all, speaking in a low steady voice and telling it all that he intended to do and cupping the animal’s eyes and stroking the terror out† (103). John’s ability to â€Å"stroke the terror out† of the horses is just like in a case of a parent calming a frightened child. Obviously, he must have some natural tie with these animals if he is able to do this. Indeed, the author has already unambiguously stated that such a bond does exist between John Grady and the horses earlier on when he writes, â€Å"The boy who rode on slightly before him sat a horse not only as if he had been born to it which he was but as if were he begot by malice or mischance into some queer land where horses never were he would have found them anyway† (23). This passage shows that John’s relationship with horses extends into the metaphysical range, a view that is reinforced throughout the novel as more is revealed about John Grady and the horses. As Luis says, â€Å"the horse shares a common soul†¦if a person understood the soul of the horse then he would understand all horses that ever were† (111). It seems like as if the author is trying to tell us that John Grady has this ability to be familiar with the soul of the horse, and that is why his relationship with horses is so unique. John’s reliance on his knowledge of horses as a guide in the world of men eventually reveals to him that the two species are actually very different. When John starts out on his journey, he has very little knowledge about the inner workings of the human society, but he has superficially assumed men and horses to be similar. As the author writes in the opening of the novel, â€Å"What he loved in horses he loved in men, the blood and the heat of the blood that ran them. All his reverence and all his fondness and all the leanings of his life were for the ardenthearted and they would always be so and never be otherwise† (6). John knows that horses are â€Å"ardenthearted† and believes that men must be the same too. He thinks that his journey will be a romantic and passionate one, like the horses he loves, and will strengthen his view of the world. However, he soon learns that his assumption is not what the reality is. Before anything unfortunate happens to him, John hears from Luis that â€Å"among men there was no such communion as among horses and the notion that men can be understood at all is probably an illusion† (111). The first doubts then began to creep into John’s mind, and eventually, he finds out about this personally. Instead of â€Å"pretty horses,† John’s journey is filled with murder and stealing, prison and broken hearts. His ill-fated journey proves clearly about Luis’ point, and totally destroys John’s belief that the world of men is at all an understandable thing. Finally, when it is all over, he returns home disappointed, only to find that both his father and his Abuela have died. John’s fanciful concept of the world of men now has been completely replaced by a â€Å"world that†¦seemed to care nothing for the old or the young or rich or poor or dark or pale or he or she. Nothing for their struggles, nothing for their names. Nothing for the living or the dead† (301). The world of â€Å"all the pretty horses† is nothing to him now but a distant memory. This reveals the title’s irony, a story titled All the Pretty Horses would apparently never involve the death and violence that is included in John’s travels. Indeed, John has come â€Å"full circle† and realized that his original assumptions about men were false. The title of McCarthy’s novel All the Pretty Horses is not meant to be taken literally. Before he runs away, John Grady believes in the world of â€Å"all the pretty horses,† because he has never known anything else. However, his time in Mexico disheartens him and forces him to believe otherwise, that the real world is not so simple, carefree, or innocent. John learns that the romanticism that he ascribes to horses cannot be applied to men. John respects horses and experiences the praise of these animals in the folklore of the day. His relationship with horses exists on many levels, by being his  transportation, his friends, and his spiritual companions. Furthermore, the author illustrates the horses with emotional diction creating almost a motif of passion whenever horses are described. John’s unusual understanding of the fervent spirit of horses leads him to believe that men are the same. However, on his bleak and disappointing journey, he learns that men do not have the same passion of spirit as horses. Instead, they are unpredictable, violent creatures, and their world is certainly not always pretty. I think that it is utterly important for us as readers to understand what the author is trying to tell us by looking at the title and try to understand deeper with the details that the author provides us. Initially I thought that this novel is just going to give details of various horses that man uses in many different ways. However, I was completely wrong on making the judgment by its cover – title. This novel teaches us about the reality in human world that no one will be able to predict what is going happen. He illustrates the morals and ethics that have survived throughout the ages, while ending up with nothing else is left, leaving only memories to be reminders of the mysterious and naturally beautiful time period. I am sure after reading this novel, one would never be able to forget the pain, suffering, romance, and above all loyalty inscribed on its pages or in the memories of those who lived through it.

The Theme of Perfection and Imperfect in the Poem ‘God’s Grandeur’

In the poem ‘God’s Grandeur’ by Gerard Manley Hopkins, the theme of imperfection and perfection is highlighted. The majority of the poem is a contrast between imperfection and perfection. The first stanza discusses the contrast between the two themes; perfection and imperfection, while in the second stanza; God’s perfection is mainly spoken about. Perfection The mere title of this poem suggests the poem is about something great and powerful. The word ‘grandeur’ is defined as splendour and impressiveness. This word is frequently used when referring to appearance or style and is a synonym and implication of perfection.Therefore, the poem’s title is suiting and signifies God’s perfection and His grace. In the poem, the earth and nature is also seen as a symbol of perfection, as it is made and controlled by God. This is evident in line one, which quotes â€Å"The world is charged with the grandeur of God. † This shows that natu re is seen as pure and it is renewed at this point to be slowly changed by imperfections such as man. In line six it is stated that ‘all is seared with trade; bleared, smeared with soil; And wears man’s smudge and man’s smell. However nature is relentless and proves itself to always be perfect, no matter how many attempts man tries to destroy it, it just always finds a way bounce back what harm man does to it. Lines nine and ten state ‘†¦nature is never spent; there lives the dearest freshness deep down things. ’ These phrases clearly prove that the earth will not lose its purity due to man. The Holy Ghost’s presence with vitality and life and al luminous things are what keep the earth together, with warm breath and bright wings. ImperfectionIn the poem ‘God’s Grandeur’ the theme of imperfection directly deals with the attitude and the action of man. God has blessed man with a wonderful earth, a natural home with abund ant resources to help man to survive, but unfortunately man has become blind and ungrateful. For centuries man has destroyed the earth for selfish gain. This can be shown by the phrase ‘the soil is now bare’, which gives the image of a desolate, dry earth whose resources were used for the wrong purposes. The phrase ‘nor can foot feel’ hich contains an example of alliteration and also imagery, shows how man has separated himself both physically and spiritually from nature and the earth which God has blessed them with and consequently they are also separating themselves from God. The poet’s tone of gratitude and awe throughout most of the poem clearly shows his disappointment of man’s treatment to the earth due to ignorance selfishness and ingratitude which contribute to man’s imperfection. Even the phrase ‘why do men then now not reck his rod? ’ show that the poet does not understand why man does not give God the thanks and respect that He is due.Unfortunately man does not realize that by trying to help themselves , they are actually hurting themselves , since they are destroying something that is keeping them alive. Most of the book of Matthew chapter five , especially Matthew 5:48 which states ‘you therefore must be perfect as your Heavenly Father is perfect’ clearly shows that due to man’s sin , such as selfishness, hatred, ignorance and in relation to the poem the misuse of God’s blessings , which contribute to man’s imperfection, can resultantly separate us from God.

New Product Management Case Study Example | Topics and Well Written Essays - 2500 words

New Product Management - Case Study Example BlackBerry, other than regular mobile telephone function, simultaneously supports various additional functions like web surfing/browsing, internet based fax, text messaging and e-mailing. BlackBerry works on the wireless data networks of cellular phone service providers and an ordinary mobile phone user will be able to utilise its entire functions by simply buying and switching on it. Originally BlackBerry devices have monochrome displays but soon after successful launch of this model we plan to market next models with color displays. In addition to Personal Digital Assistant (PDA) functions, BlackBerry has its own built in 'thumb-enabled' keyboard for easy operation and use. Our BlackBerry is also able to send emails, messages and data to the users using other devices. It also has an ability to send and receive emails to and from computers of any user types. We have also added a track wheel to scroll and click while using. Our aim is that cell phone users should not depend on traditional mobile phone devices for communication. Present BlackBerry model 950, uses Intel process 80386 and 16MB RAM in it. Technically BlackBerry offers multi task system that enables it to perform various functions as single function and doesn't compromise on speed and quality. One can send digitally secure messages by using BlackBerry too. Up to our enthusiastic plans and expectations, this device will be very popular in all mobile phone users and specifically among business users. For this purpose we intend to do a complete concept and product testing plan 2-0: Research objectives: Objective of research is as important as research itself is. Without a focused objective, no good findings can be expected from any type of research. Research objective is to have maximum feedback form selective and targeted customer groups so that enough information which may be needed for any modification would be available to us. Though product has gone through various in house and laboratory tests, but unless we have a solid view about consumers' perception about bb we cannot proceed further. This research enabled us to improve the product before its test marketing. 3-0: What Information is needed Our research includes following questions and we vigilantly tried to find out the answers of these questions by applying Primary Research and conducting Focus Group Discussions: Further points include collection of information about various issues: (1) Should we offer BlackBerry as such or some changes are required If no changes needed, which market is most likely the best appropriate market to target in the beginning Should we offer BlackBerry to all mobile users or only to the business users in the beginning What price should be charged for this high end innovation In which demographic markets we should focus in the beginning 3-1: Our Research

Critical Review of Photography of Shelby Lee Adams Essay

Critical Review of Photography of Shelby Lee Adams - Essay Example Adam Lee is well known photographer whose pictures are viewed over the internet. His pictures cover large scenes and convey lots of information. This paper analyzes two photographs taken by Lee and makes claim of his skills in taking pictures of various scenes. Though a well-recognized photographer, Adam Lee’s photos fall short of characteristics of good photographs due to their appearance and manner in which they were captured (Shelby and Smith, 68). The first photograph above conveys an old man carrying a naked child. In the picture, it appears the man does not care about the bad scene created by the photograph especially when the child is wholly naked. From the features of a good photograph, the picture fails since it is not subjective and does not make the viewer react. This photo does not convey several information about the scene as it confuses the viewer (Shelby and Smith, 69). For instance, one wonders whether the child’s leg is swollen, thus suffering or it is just the wish of the man to leave the kid naked. Therefore, Adam failed in telling the audience the story through the picture thus not capturing the audience’ emotion even though the picture indicates a harsh reality. Secondly, the photograph fails to narrate the event covered. For instance, the photo fails to make the viewer understand the picture appropriately making failing to draw his emotions as per the scene of a man carrying the naked child with a swollen leg (Shelby and Smith, 70). The viewer fails to sympathize with the kid or condemn the man for carrying the naked child aimlessly. Third, Adam’s photo is not composed since it lacks some techniques in mind. For instance, the classic rule suppose the photo to be broken into three distinct equal parts. The picture contrasts this rule since the sky does not take even two thirds of its frame while the land takes less than a third. The photo lacks linear or cyclical effect thus cannot make the viewer move his eyes t hrough the picture. Therefore, this denies the photographer some extra appreciation from the viewer. Fourth, the photo is not emotional as required by the features of a good picture. For example, the picture of the man carrying the kid does not draw attention of a people suffering or just relaxing as per their wish. Consequently, it does not reveal to the viewer whether the man in the picture is widowed thus cares for the child on his own thus carelessness (Shelby and Smith, 71). Lastly, the photo is visionless as it fails to make the viewer feel its beauty. The picture of the man reveals to some extent that the child carried is crying thus causing a bad scene, which irritates most viewers. Most people feel sad on seeing naked children crying as they associate the scene with suffering. Photos of crying kids are often irritating more so to women who feel the child has been neglected thus making them not concentrate on the picture. Most of the photographs of Lee Adams lack a proper ba ckground. This clearly denotes that Adams is not a good photographer. A good photographer should be someone who understands several, if not all, the basics of taking photographs. Picture background should be one of the basic things that a good photographer must consider when taking photographs. Before taking a photograph, it is of crucial importance that the photographer identifies a good site that can best suit the type

Between Self expression and commercialization - the sixth generation Essay

Between Self expression and commercialization - the sixth generation - Essay Example Many of the Fifth Generation filmmakers also felt this†¦.self-sufficiency and commercialization, and had to reconsider their positions† (13). From an ideology-centered position, the directors were moving toward to a more individual centered stance. Individuals’ well and woe, as the subject, began to occupy the central place more and more in a movie. Referring to this new orientation, Peterson says, â€Å"The so called 5th generation – included Chen Kaige and Zhang Yimou, the filmmakers we now associate with China’s cinematic revival† (Peterson 3). Though they felt the impulse to explore their ‘self’ as a nation, they, unlike the Sixth Generation Film directors, carefully avoid any direct collision with the dominant political culture. Struggle between Self-expression and Commercialization Choosing to follow their own ways posed a number of risks for these film makers in the 1990s. First, they had to depend on private finance, since d epending on the governmental budget necessarily would bind them to follow the political guidance that often appeared to be contradictory to their free self-expressive zeal, as Peisa says, â€Å"For the cinema, the beginning of the 1990’s was, on the one hand a time of ever intensifying commercialism and on the other hand a politically sensitive time.† (13) Also depending on private financing was not that easy since it often was not as sufficient as the governmental allowances were. Second, commercializing posed to be a potential challenge for them. Shifting from the government fund to private sponsorship necessarily demanded a significant return from the making cost. There were challenges too for the self-expressionist film makers of the 1990s. The most common challenge was to win a market that had already been overly saturated with the supply of ideological but cheaply popular movies in that decade. Movies enriched with elegant theme and taste needed to be fully self- expressionist and self exploring in order to be popular among the majority of the moviegoers: a strategy that was bound to go against the political interests and culture of the era. Therefore avoiding the political wrath, these directors â€Å"began, for the first time in China, to realize their movies with private capital and without submitting the work for the censorship approval; hence they had to find alternative ways to show those works† (Gagliardi). In the beginning of the 1990s, one of crucial alternatives for the moviemakers was to enter into international market, as Gagliardi says, â€Å"One of these ways was the international film festival circuit where the movies found positive criticism and foreign producers† (Gagliardi). In spite of the government’s ban and censorship, the Sixth Generation movies that were critically appraised by the West made a massive infiltration into the country through mostly piracy. With the modernization of

Strategic Plan Part 1 Conceptulizing a Business Essay

Strategic Plan Part 1 Conceptulizing a Business - Essay Example All the aforementioned components exemplify the nature and purpose of an organization, its long-term goals, intention and logic behind its actions. This paper will present a comprehensive view of the function of the aforementioned elements in the formulation of a strategic plan. This paper will show this by establishing a mission, vision and values for Health and Beauty Rejuvenate (HBR). Proper business planning allows for the fulfillment of needs of both the firm and its customers. The objective of Health and Beauty Rejuvenate is to become the most recognized and preferential spa of choice where customers to enhance their innate beauty. The firm will strive to offer its customers a tranquil environment with the view to provide the best spa services to its customers. The center of the spa’s vision is to manage its operations in a long-term milieu with the aim of enhancing both shareholder and customer value and giving back to the local community in which the business will operate. The organization has a single focus i.e. to pamper its customers. The organization’s mission is not only to restore and relax its customers but also to rejuvenate its customers’ wellness and beauty. HBR intends to cater for its customers’ needs fully by providing first class services at immensely affordable rates. HBR aims at creating a peaceful environment, which ensures the clients instantly forget about their every day stresses, as well as providing services, which enhance clients’ lives. HBR will attain this objective through the employment of highly skilled and educated professionals committed to gaining thorough knowledge and appreciation of the firm’s clients to meet all their needs (Pearce & Robinson, 2009). Since the mission of HBR is to become a world class and the spa of choice, HBR will endeavor to expand its business and attain permanence through the realization that its values are crucial to the execution of these

A literature review 'what are the concepts behind sustainable housing Essay

A literature review 'what are the concepts behind sustainable housing development' - Essay Example The term ‘sustainable development’ is perhaps one of the most important terms in the context of global society. World Commission on Environment and Development defined ‘sustainable development’ as â€Å"development that meets the needs of the present without compromising the ability of future generations to meet their own needs† (Munier, 2005). Often people think that ‘sustainable development’ is synonymous with ‘economic development’. However the concept of sustainable development is applied to every area. Fundamentally there are three major areas that are addressed by sustainable development. These are In the present era when activities are more involved in destructions rather than constructions, it is very important to have sustainable development in both economic and social sectors. Housing development is basically a part of both social as well as economic development of the region. As a result sustainable housing development has to be considered crucial if the objectives regarding sustainable economic and social development are needed to be achieved. Housing can be seen as a basic human need and it is one of the major issues in the everyday life of people. In 1948, United Nations stated that â€Å"everyone has the right to a standard of living adequate for the health and well-being of himself and of his family including food, clothing, housing and medical care and necessary social services†¦Ã¢â‚¬  (Bakar, A. H. et al, n.d.). Housing initiatives have to be socially acceptable, economically viable, environmentally compatible and technically feasible in order to achieve sustainability. Sustainable housing has been defined in several different ways by different experts and organizations. The European Union provided a definition from three different perspectives – economy and society (e.g. psychological impacts and affordability), construction (e.g. construction quality) and

The theme of three pomes Essay Example | Topics and Well Written Essays - 1000 words

The theme of three pomes - Essay Example The three poems selected to elaborate the theme of Bridget Keating Red ceilings are â€Å"When I was a Child†, â€Å"How to Make Peace with Yourself† and â€Å"Frogs†. The basic theme of all the three poems is the study and observation of human behaviors. The behaviors described by Bridget Keating are quite diverse and cover the happiness, sorrow, myths and dark shades of human nature. The poem â€Å"When I was a Child† describes the memories of the past and Keating tried to remember the old good days during the present days of darkness. The poem â€Å"How to Make Peace with Yourself† is focused on finding the peaceful place after bearing and observing the behaviors of individuals crossed by the way to peaceful place. In the third and the last poem â€Å"Frogs† the lady learned from the behaviors and movements of the frogs that how to survive together even in the tough situation and despite of even more tough situation than that of the lady, the frogs still strived to survive together. A brief overview of all three poems to elaborate the theme of the Bridget Keating book Red Ceiling is described in the remaining part of the paper. In the Poem â€Å"When I was a Child† Bridget Keating elaborated the memories of her past days and remembers the golden days when she was a child. She Said â€Å"I swam in the Slope Coulee† (Keating 1) refers to the spring water or waterfall where she swam during her golden days. She felt the depth of the water and moved with the flow of water and remembered the natural light, inhaled seeds and under water flowers. She remembers the beauty of nature and felt a snake against her bare feet while moving with the flow of water while touching the moist. She describes the beautiful feelings of life, which she had in the past. She also misses the presence of an old lady may be her mother and the old lady’s attitude and behavior,

A Research Paper on American Airlines Flight 587 Essay Example for Free

A Research Paper on American Airlines Flight 587 Essay The airplane’s engines also separated in flight and were found several blocks north and east of the main wreckage site. All 260 people aboard the airplane and 5 people on the ground were killed, and the airplane was destroyed by impact forces and a post-crash fire. Flight 587 was operating under the provisions of 14 Code of Federal Regulations (CFR) Part 121 on an instrument flight rules flight plan. Visual meteorological conditions prevailed at the time of the accident. The accident airplane was delivered new to American Airlines on July 12, 1988. At the time of the accident, the airplane had accumulated 37,550 flight hours and 14,934 cycles. History of Airbus A300 The development of the A300 airplane began in May 1969, and the first flight of an A300 occurred in October 1972. The A300B2 and A300B4 models entered service in May 1974 and June 1975, respectively. The development of the A300-600 series airplane (a derivative of the A300B2/B4) began in December 1980, the first flight of an A300-600 occurred in July 1983, and the airplane was certificated in March 1984. Before the accident, 242 A300-600 series airplanes were in service worldwide. The A300-605R is one of several variants of the A300-600 series airplane. The â€Å"5† refers to the type of engine installed on the airplane and the â€Å"R† refers to the airplane’s ability to carry fuel in the horizontal stabilizer. (National Transportation Safety Board [NTSB], 2004, p. 14) First Officer Information The first officer, Stan Molin age 34, was hired by American Airlines in March 1991. He held an ATP certificate and an FAA first-class medical certificate dated October 18, 2001, with a limitation that required him to wear correcting lenses while exercising the privileges of the certificate. The first officer received a type rating on the A300 in November 1998. According to American Airlines records, the first officer had flown Shorts 360, Beechcraft 99, and DeHavilland DHC-6 airplanes in commuter and regional operations under 14 CFR Parts 121 and 135. He had accumulated 3,220 hours total flying time in commercial and general aviation before his employment with American Airlines. American Airlines records also indicated that the first officer had accumulated 4,403 hours total flying time, 26 including 1,835 hours as an A300 second-in-command. (National Transportation Safety Board [NTSB], 2004, p. 1) Rudder Structure The A300-600 vertical stabilizer and rudder were constructed with composite materials, that is, mixtures that contain two or more distinct materials that are unified into one combined material. (NTSB, 2004, p. 15) Composite materials Carbon fiber is a form of graphite in which these sheets are long and thin. You might think of them as ribbons of graphite. Bun ches of these ribbons like to pack together to form fibers, hence the name carbon fiber. These fibers arent used by themselves. Instead, theyre used to reinforce materials like epoxy resins and other thermosetting materials. We call these reinforced materials composites because they have more than one component. Carbon fiber reinforced composites are very strong for their weight. Theyre often stronger than steel, but a whole lot lighter. Because of this, they can be used to replace metals in many uses, from parts for airplanes and the space shuttle to tennis rackets and golf clubs. (Carbon Fiber, 2005, p. 1) Rudder Structural Analyses NASA-Langley’s and Airbus’ analyses determined that the fracture of the right rear main attachment lug was the most probable initial failure. The analyses indicated that, The vertical stabilizer fractured from the fuselage in overstress, starting with the right rear lug while the vertical stabilizer was exposed to aerodynamic loads that were about twice the certified limit load design envelope and after the right rear main attachment lug fractured, all of the remaining attachment fittings would fracture with no increase in external loading. (NTSB, 2004, p. 115) Flight Control System The A300B2/B4 model used a rudder control system employing a Variable Lever Arm (VLA) to limit rudder travel. A similar rudder-ratio changer design is also found in most other transport category aircraft. The VLA limited the amount of rudder available to the pilot as the airplane’s speed increased. The rudder pedals consistently moved the same physical distance, yielding a proportion of rudder relative to speed. In 1988, Airbus implemented a completely new rudder design, which significantly modified the function of the previous model and hence, the handling qualities of the new A300-600 airplane design. This new system used a variable stop actuator (VSA) which is also found in the MD-80. The VSA also limited the amount of rudder available to the pilot. The difference in this system is that the distance which the rudder pedals moved also decreased as the rudder movement decreased in proportion to speed. A significant flaw in the design failed to offer the same kind of protection as in the McDonnell design. The MD-80 limits rudder travel and affords protection in the form of rudder â€Å"blow down† should an operator demand more rudder travel (with resultant excessive load) than the structure can withstand. These kinds of redundant system designs are common in commercial aviation. The Airbus Flight Crew Operations Manual (FCOM) addresses the rudder system much like any other manufacturer and, in fact, did not change the language of the FCOM even after changing the A300 design from the VLA to the VSA system. (Allied Pilots Association, 2002, p. 9) Blow-Down System On an aircraft equipped with a hinge moment limiting (or â€Å"blow-down†) system, a device is employed to limit the force capability of the hydraulic actuators, and thereby aerodynamic forces limit the maximum rudder deflection output as airspeed or aircraft configuration changes. American Airlines, 2004, p. 11) Vortices and Wake Turbulence Vortices form because of the difference in pressure between the upper and lower surfaces of a wing that is operating at a positive lift. Since pressure is a continuous function, the pressures must become equal at the wing tips. The tendency is for particles of air to move from the lower wing surface around the wing tip to the upper surface (from the region of high pressure to the region of low pressure) so that the pressure becomes equal above and below the wing. In addition, there exists the oncoming free-stream flow of air approaching the wing. If these two movements of air are combined, there is an inclined inward flow of air on the upper wing surface and an inclined outward flow of air on the lower wing surface. The flow is strongest at the wing tips and decreases to zero at the mid-span point as evidenced by the flow direction there being parallel to the free-stream direction. When the air leaves the trailing edge of the wing, the air from the upper surface is inclined to that from the lower surface, and helical paths, or vortices, result. A whole line of vortices trails back from the wing, the vortex being strongest at the tips and decreasing rapidly to zero at mid-span. A short distance downstream, the vortices roll up and combine into two distinct cylindrical vortices that constitute the tip vortices. The tip vortices trail back from the wing tips and they have a tendency to sink and roll toward each other downstream of the wing. Again, eventually the tip vortices dissipate, their energy being transformed by viscosity this change may take some time and may prove to be dangerous to other aircraft. The tip vortices cause additional down flow (or downwash) behind the wing within the wingspan. For an observer fixed in the air, all the air within the vortex system is moving downward (called down wash) whereas all the air outside the vortex system is moving upward (called up wash). An aircraft flying perpendicular to the flight path of the airplane creating the vortex pattern will encounter up wash, downwash, and up wash in that order. The gradient, or change of downwash to up wash, can become very large at the tip vortices and cause extreme motions in the airplane flying through it. An airplane flying into a tip vortex also has a large tendency to roll over. If the control surfaces of the airplane are not effective enough to counteract the airplane roll tendency, the pilot may lose control or, in a violent case, experience structural failure. (Langley Research Center, 2005, Chapter 4) The takeoff and landings of the new generation of jumbo jets compound the problems of severe tip vortices. During takeoff and landing, the speed of the airplane is low and the airplane is operating at high lift coefficients to maintain flight. The atmospheric conditions aloft were favorable for a slow rate of vortex decay. The wake vortex from Japan Air Lines flight 47 would have had an age of about 100 seconds, and flight 587 would have encountered the wake vortex at a time before vortex linking and rapid vortex decay. The predicted circulation of the wake vortex at the times of the apparent encounters would have been between 63 and 80 percent of the vortex’s initial strength. In testimony at the public hearing, the main author of the wake vortex investigation report stated that, even though his ork supported a wake encounter, the wake was â€Å"nothing extraordinary. †(NTSB, 2004, p. 57) Aircraft Pilot Coupling Aircraft pilot coupling (APC) was previously known as Pilot Involved Oscillation (PIO). An APC event is when the dynamics of the aircraft (including the flight control system [FCS]) and the dynamics of the pilot combine to produce an unstable pilot vehicle system. APC events can result if the pilot i s operating with a behavioral mode that is inappropriate for the task at hand, and such events are properly ascribed to pilot error. However, the committee believes that most severe APC events attributed to pilot error are the result of adverse APC that misleads the pilot into taking actions that contribute to the severity of the event. (Aeronautics and Space Engineering Board Commission on Engineering and Technical Systems National Research Council, 1997, p. 14) APC problems are often associated with the introduction of new designs, technologies, functions, or complexities. New technologies, such as FBW and fly-by-light flight control systems, are constantly being incorporated into aircraft. As a result, opportunities for APC are likely to persist or even increase. (Aeronautics and Space Engineering Board Commission on Engineering and Technical Systems National Research Council, 1997, p. 19) Flight 587 APC Event What the pilots of Flight 587 did not know was that the rudder controls on the A300-600 become increasingly sensitive as airspeed increases above 165 knots; this unique sensitivity creates adverse APC propensities primarily in the lateral axis. Flight AA587’s APC event was triggered by an unexpectedly sensitive response of the rudder to an initial, single pedal input by the pilot during a wake vortex encounter. Due to the unique characteristics in the aircraft’s flight control system design, the pilot became caught in an adverse APC/pilot involved oscillation mode as he attempted to counter the effects of that input. Specifically, after making a control wheel input followed by a rudder input intended to achieve a desired aircraft response, the over-sensitivity of the rudder control system induced the pilot to make additional, essentially cyclic, corrective rudder inputs as he attempted to stabilize the aircraft. American Airlines, 2004, p. 60) Probable Cause of Flight AA587 Crash Flight AA587 crash was triggered by an unexpectedly sensitive response of the rudder to an initial, single pedal input by the pilot during a wake vortex encounter. Due to the unique characteristics in the aircraft’s flight control system design, the pilot became caught in an adverse APC/pilot involved oscillation mode as he attempted to counter the effects of that input. Specifically, after making a control wheel input followed by a rudder input intended to achieve a desired aircraft response, the over-sensitivity of the rudder control system induced the pilot to make additional, essentially cyclic, corrective rudder inputs as he attempted to stabilize the aircraft. Unknown to the pilot, because of the sensitivity of the rudder controls and the powerful nature of the hydraulically driven rudder actuators, these corrective inputs rapidly generated rupture loads. (American Airlines, 2004, p. 0) An aspect of Advanced Airplane Maneuvering Program (AAMP) training relative to upset recovery techniques introduced response time delays to roll inputs in the training simulator. Flight crews in training, when encountering the delayed responses during roll upsets, reverted to use of the rudder in order to provide the necessary roll response to initiate recovery.

The research method

The research method Abstract This article is a summary of the research method, Systematic Review. There are four facet s, a short introduction of the systematic review, including the features, the steps of the methodology, the discussion of some steps , and the conclusion from the above investigation and some vista for the systematic review. Introduction There are several kinds of research methods, and each of them has their own features and function to use to fit their research design. For instance, Pavlovs dog, a classic behavioral experiment, scientist design a situation in the laboratory and try hard to control the varieties to find the answer of the hypothesis. However, in some conditions, experimental design ways may not so appropriate in using to the program, for example, if the research is aimed to collation the finds of others study outcomes, tried to find an answer that is adaptive to every arguments, then systematic review method will be a good choice to select. Systematic review method, which aims to combine, compares, or did a synthesis to the research outcomes. There are two reasons to use the method, one is that the limitation of traditional review, and the other is the added power brought by the synthesis of multiple studies. Its different from the review, which is try to combine two or more researches in a given topic, as it comes to systematic review, its more specific, detailing, structural under the topic. Otherwise, meta-analysis method is also used in systematic review study sometimes, but its just a part of the method, or a kind of skills, they are not the same affair, compared to meta-analysis, systematic review content qualitative and quantitative outcomes. Instead, meta-analysis research is a specific statistical strategy to assess the review outcomes. Its useful that systematic reviews has some advantages and surmount some restriction in some way, just like, there are some limitations in traditional review, for instance, the narrative reviews may just describe the literatures but not so strategy and structural, SR can improve the power of the question through the evidences from the studies, and it can summaries the available information in a more structural way. Method According to the Handoll and Smiths collection of the systematic review, they point out the process which is general guideline to analysis this research method, title, protocol, sources, search strategy, scope and filtering the literature, collecting and extracting the data, assessing the quality of studies, meta-analysis, presentation, discussing the review findings, and drawing the conclusion. First, the title, its necessary that a specific and clear definition of topic or question to process systematic review. Clear definition can not only help researchers ensure the worth of the question, but also avoid the duplication and checking the realistic and achievable, If the propose is specific and explicit, the strategy of the source researching work might be easier than unclear theme. Then, protocol. To let the final outcome achieve the researchers goal in the systematic review method of the research, protocol play an important role in select the literature or references, that is, depending on the researchers need on their studies, to include or exclude what they need or whats the most important to the research, and in the protocol, experiment methods also is a great point in the literature selected, for instance, now the topic is depression and commit suicide, whats the main factor associate these two items?, that is, the methodology in this topic might be trying to find out the references that include the correlative statistic skills or so on to discover the relationship between depression and suicidal behavior. Source, identifying sources will be the next step after formulate the protocol. The main purpose of the systematic review is to help to make a clinical decision base on the evidence resources, so when the researchers consider about the database of the references, maybe some medical databases, like MEDLINE and CINAHL(medical, health, and nursing databases), Cancerlit(subject databases), and Cochrane Library(databases of reviews), and so on. The above-mentioned databases might be helpful when researchers required. There are other ways to search the data pools, through keywords, like the author name whose research theme is fitting of the researchers, or some relative institutions that their job is appropriate to the topic, like if the topic is about the wellbeing of normal life to the women with breast cancer, researcher might can find the refere nce in the local hospital databases or find it from the breast cancer center. Next, search strategy, as there talked before, search strategy rely on a specific topic. When the clear propose shows out, researchers can distinct about what should be included or what should be excluded. Scope and filtering the literature, as researchers define an explicit question, the work of literature selecting become easier. To ensure the domination of the reviews is corrected; reviewers have to define more detail about the topic, like the demography, language, specific intervention and so on. Collecting and extracting the data, followed the question the researchers have, collecting relate articles and thinking about the title, methods of the articles, extracting these items directly. Cochrane Collaboration will be useful when researchers collecting and extracting the data. Next, assessing the quality of studies, after collecting the data, the steps follow it is that reading. To focus on emphasis on the part of the studies that researchers think its suitable for the topic, rea ding the studies play an important role. The articles are chose for increasing the validity of the study conclusion and these resources must relate tightly to the question. However, a checklist must be helpful in assessing the studies, to prevent the situation that some important information missed or ignored. Meta-analysis, to integrate all the data, researchers needs the statistical strategy to comprehensive the literature. As the suggestion from Mulrow, statistical analysis is to increase the power and precision of estimates of treatment effect and exposure risk. There are two points of meta-analysis method has to remember, one is noted if the result of the studies expressed the effect measure, the other is that if the literatures relevant each other to make a meaningful estimate. Presentation the result from meta-analysis processing or the reviews should include some points, like, followed the review questions, the conclusions base on the evidence, and the quality of the evidence. Either the result from meta-analysis, presentation also including reviewed evidence in computer-searchable format. Some figures or comparative tables also can make good help in presenting the outcomes of the studies. Figures or tables will let the reviews clear and structural in the systematic review. Here comes to the final facet of the systematic review, discussing the review findings and drawing conclusion, researchers in the final part have to express their comments and summary of their finding in the whole program, and the limitation of the study or whats the vista of the future research. Discussion The main important question should follow the P.I.C.O. rule, which is, P means population, the question should include the particular participants, it cannot be general. I represents intervention, there must be an independent variable to operate the study, followed the intervention to search the resources. C is the comparison, just like experiment, which also have control group and main concerned group. O means outcome, the title should include the expect from the researchers like the hypothesis, for example, researchers may suppose a situation that after intervention what will happen, like increase some behaviors or decrease the blood pressure after specific coping skill. There is a journal that use the systematic review method, the title is Clinical and cost-effectiveness of new and emerging technologies for localized prostate cancer: a systematic review., the population of this study is the patient with prostate cancer, the intervention is that the new and emerging technologies, t he compare group is the normal people or the patient with the prostate cancer still treated in traditional way, and the outcome is directed by the clinical and cost-effectiveness(S. Hummel, S. Paisley, at al. 2003). When it comes to select the literature that good to the reviewers, the Jadad Scale may be a better way to help researchers in selecting the literatures. There are three questions content in this scoring system, Was the study randomized/appropriate?, Was the study double blind/ appropriate?, Description of attrition rates?, all of the three questions are 5 points scale, the level of the scoring higher the best of the choice, it represent that the literature has the value to use in the study. There is another point of the research have to concern, that is, if the evidences are homogeneity or heterogeneity, homogeneity evidences are going to increase the power of the main question, but the heterogeneity studies will make some problems to the research purpose. There are some useful tools for completing a systematic review, one is the PRISMA, which whole name is Preferred Reporting Items for Systematic Reviews and Meta-Analyses, the PRISMA statement consist of a check list to let the researchers arrive the purpose of their study. The Cochrane Collaboration, the aim of the institution is for the medical evidences based and improving the health care system, and for researchers who want to do systematic reviews. There are introduction of the systematic review and the process of the method, researchers also can consist a group from the institution to do a same topic for collecting the data. Conclusions Systematic review method, as known as overview, is different from traditional review and meta-analysis method. Systematic review is more rigorous and structural to synthesis the studies than narrative review, and compared to meta-analysis, this method includes both qualitative and quantities research styles, but meta-analysis is more concern about the statistical methodological way to combine the data or the studies, in the other hand, meta-analysis research can be isolated but also see it as a part of the systematic review, especially when the research is needed to use the quantities way to proceed the study. Compared to other experimental design, Systematic review method has its own predominance, for example, if it is a long-term plan, like the study of the expression variation of disease from the primary stage to the end with Alzheimers patient, it may take a long time and cost lots of money to do the research, however, if use the systematic review to do the research, there may not so much disburse. Following the program of doing the systematic review, researchers can find that this method can not only produce a structural protocol, but also include all the information that reviewers required. The most important point of the systematic review is the question from the reviewer, as previously mentioned, the P.I.C.O. rule is followed by the researchers to start a research in this method, and as the article release, a specific and distinction question will play an important role in the whole study, because it will effect the direction of the purpose, and the aspect of the literature collecting. As previously presented, there are some institutions for helping researchers doing the systematic review, like the Cochrane Collaboration, based on the purpose of improving the health care system or medical state, providing the resource to the researchers to study, which has evolved to help prepare, maintain, and disseminate the use in systematic review with health relate research. The Campbell Collaboration is also the institution for assisting reviewers in systematic review, the purpose of them is similar with the Cochrane Collaboration, also based on the evidence to clarify what helps or harms. The other similar institution is Joanna Briggs institute, and its also a place for supporting and promoting researchers in systematic review. They are working in the dominant of nursing, medical and allied health researchers, clinicians, academics and quality management. According to the article from Cook at al. in 1997, the future of the method may be improve the researchs quality and the value, presentation formats will more user-friendly for the providers and patients. Make the connection more strongly between systematic reviews outcome and the clinical decisions. Reference Berkeley Systematic Reviews Group. Restricted from http://www.medepi.net/meta/ PRISMA, TRANSPARENT REPORTING of SYSTEMATIC REVIEWS and META-ANALYSES. Restricted from http://www.prisma-statement.org/index.htm THE CAMPBELL COLLABORATION. Restricted from http://www.campbellcollaboration.org/systematic_reviews/index.php The Cochrane Collaboration. Restricted from http://www.cochrane.org/index.htm Critical Review Advisory Group. Introduction to Systematic Reviews. School for Health And Related Research(ScHARR). 1996. Deborah J. Cook, Cynthia D. Mulrow, R. Brian Haynes. Systematic Reviews: Synthesis of Best Evidence FOR clinical Decisions. Annals of Internal Medicine. 126(5), 376-380(1997). H.H.G. Handoll, A.F. Smith. How to perform a systematic review. Current Anaesthesia Critical Care. 15, 227-234(2004). S. Hummel, S. Paisley, A. Morgan at al.. Clinical and cost-effectiveness of new and emerging technologies for early localized prostate cancer: a systematic review, Health Technology Assessment, 7(33)(2003). S. Green. Systematic reviews and meta-analysis. Singapore Med J. 46(6), 270-274(2005).

GeoStrategic Importance of Pakistan

GeoStrategic Importance of Pakistan Geo- Strategic means importance of a country or a region as by virtue of its geographical location. Geo political is defined as, stressing the influence of geographic factors on the state power, international conduct and advantages it derives from its location. Pakistan is located at a region which has a great economic, political and strategic location. It has been the hub of great activities for the past twenty years. Stephen Cohn describes this importance While history has been unkind to Pakistan, its geography has been its greatest benefit. It has resource rich area in the north-west, people rich in the north-east. Pakistan is a junction of South Asia, West Asia and Central Asia, a way from resource efficient countries to resource deficient countries. The world is facing energy crisis and terrorism. Pakistan is a route for transportation, and a front line state against terrorism. Pakistan has witnessed the intervention of three great powers Britons, U.S.S.R and U.S. Its significance is further enhanced during the cold war when it became the alley of the U.S policy of containment of U.S.S.R and now the post cold war era has witnessed its significance politically after the event of 9/11. Pakistans Geographical Location: Pakistan is located in southern Asia. It is located between 24 and 36.5 Northern latitude and between 61 and 75.5 eastern latitude. The area of Pakistan is estimated at 803,940 square kilometers. Pakistan is the bridge between South Asia and South West Asia. Towards the North western part of Pakistan there lies Afghanistan. Pakistans boundary with Afghanistan is about 2,250 kilometers long. In the north, it runs along the ridges of the Hindu Kush (meaning Hindu Killer) mountains and the Pamirs, where a narrow strip of Afghan territory called the Wakhan Corridor extends between Pakistan and Tajikistan. This strip is about 16 to 25 kilometers long. The boundary line between Pakistan and Afghanistan is called Durand Line and it was drawn by Sir Mortimer Durand in 1893 and he was the foreign sectary of British India and was acceded to by the ameer of Afghanistan that same year. It was not in doubt when Pakistan became independent in 1947, although its legitimacy was in later years disputed periodically by the Afghan government as well as by Pakhtun tribes straddling the Pakistan-Afghanistan border. On the one hand, Afghanistan claimed that the Durand Line had been imposed by a stronger power upon a weaker one, and it favored the establishmen t of still another state to be called Pashtunistan or Pakhtunistan. On the other hand, Pakistan, as the legatee of the British in the region, insisted on the legality and permanence of the boundary. The Durand Line remained in effect in 1994. In the northeastern tip of the country, Pakistan controls about 84,159 square kilometers of the former princely state of Jammu and Kashmir. This area, consisting of Azad Kashmir (11,639 square kilometers) and most of the Northern Areas (72,520 square kilometers), which includes Gilgit and Baltistan, is the most visually stunning of Pakistan. The Northern Areas has five of the worlds seventeen highest mountains. It also has such extensive glaciers that it has sometimes been called the third pole. The boundary line has been a matter of pivotal dispute between Pakistan and India since 1947, and the Siachen Glacier in northern Kashmir has been an important arena for fighting between the two sides since 1984, although far more soldiers have died of exposure to the cold than from any skirmishes in the conflict. From the eastern end of the Afghanistan-Pakistan border, a boundary of about 520 kilometers runs generally southeast between China and Pakistan, ending near the Karakoram Pass. This line was determined from 1961 to 1965 in a series of agreements between China and Pakistan. By mutual agreement, a new boundary treaty is to be negotiated between China and Pakistan when the dispute over Kashmir is finally resolved between India and Pakistan. The India-Pakistan Border, known locally as the International Border (IB), is the international boundary between India and Pakistan that demarcates the Indian states of Punjab, Rajasthan and Gujarat from provinces of Punjab and Sindh. Pakistan borders India in the East. The border resulted from the Partition of India in 1947. The Line of Control (L.O.C) separates The Indian administered Jammu and Kashmir from Pakistan administered Azad Kashmir. Wagah, the ceremonial point of crossing between India and Pakistan lies along this border between the Indian city of Amritsar and the Pakistani city of Lahore, and is within close distance of both cities urban sprwal. The boundary with Iran, some 800 kilometers in length, was first delimited by a British commission in 1893, separating Iran from what was then British Indian Balochistan. In 1957 Pakistan signed a frontier agreement with Iran, and since then the border between the two countries has not been a subject of serious dispute. To the South of Pakistan , Arabian sea and Indian ocean are located. The costal belt of Pakistan is about 700 kilometer. Pakistan significance is enhanced as it located near the Persian Gulf from where 65% oil of the world is produced. HISTORICAL OVERVIEW: 500 BC , one of the worlds first great civilizations began to develop in the Indus Valley in what is now Pakistan.Ruin of Harrapa and Mhenjo- Daro , were the two major cities of the civilization, show that both were large and well planned. By about 1700 BC, the Indus Valley civilization had disappeared. Experts dont know why it collapsed. During the next several thousand years, many people from southwest and Central Asia came into the region that is now Pakistan. About 1500 BC, a Central Asian people called Aryans came through the mountains passes to the Punjab region. In time, they settled across almost all of india. The Persians conquered the Punjab during the 500 BC and made it part of the huge Achmenid empire. In 236BC, Alexander the great took control of most of what is now Pakistan, a few years later, the emperor Chandra Gupta Mauriya made the region, part of Mauriyan empire. The Mauriyan Empire began to break up about 230BC. Greeks from the independent state of Bacteria in Central Asia then invaded the Indus valley, they established kingdom with capitals near the present day cities of Peshawar and Rawalpindi. About 100BC Scythians from Afghanistan came into Baluchistan and Sindh. In time they conquered the Indus region. The Parthian, who in turn was conquered by the Kushans of Central Asia, replaced Afghans. The Kushans ruled what is now Afghan. Pakistan and northwest India from about AD 50 mid 200s. They controlled the trade routes from China to India and the Middle East, Peshawar, the kushan capital, became the major commercial center. During the mid 300 the Indus valley become part of the Gupta Empire which had expanded westward from northeastern India, Huns from Central Asia conquered the empire in mid 400s. The coming of Islam, In AD 711,Arabs Muslims sailed across the Arabian sea and invaded Sindh bringing Islam to the region, Beginning about AD 1000 Turkish Muslim invaded Northern Pakistan from Iran. The Turkish ruler Mehmood of Ghazni established a Muslim kingdom that in time including the entire Indus Valley. Lahore become the capital of the kingdom and developed into a major entre of Muslim culture. In 1206, most of what is now Pakistan became part of the Delhi Sultanat, a Muslim empire that included Northern India. The Delhi Sultanat lasted until 1526, when Babar a Muslim ruler from Afghanistan, invaded India and established the Mughul Empire. By far Sher Shahs greatest legacy is the modern Grand Trunk road which ran from Bengal to Attock, however some claim it ran right up to Kabul. Along the way Baulis and Sarais were constructed which are the equivalent of Modern day Service stations. Some 450 years later, an incompetent ruler of Modern Pakistan also fancied going down in History as Sher Shah Suri. The result, a road though one of the best in the world but a white elephant for the Pakistani Nation.

Ministers Black Veil - Poverty in the Tale and in the Life of the Auth

â€Å"The Minister’s Black Veil† – Poverty in the Tale and in the Life of the Author  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚        Ã‚  Ã‚  Ã‚   Henry Seidel Canby in â€Å"A Skeptic Incompatible with His Time and His Past† mentions of Hawthorne that â€Å"human failures and their causes were more interesting to him than prophecies of success, one might truly say than success itself. †¦He was not, I think, really interested in escape, except in moods of financial discouragement. . . . (57). Nathaniel Hawthorne’s â€Å"The Minister’s Black Veil† embodies traits of the modest lifestyle which the author had to subject himself to because of inadequate finances through most of his life. In addition to the monetary impoverishment there was an additional artistic impoverishment which sorely restricted the materials from which he could choose for his literary works.    Hawthorne’s impoverishment probably began with the untimely death of his father, and continued until 1857. He had no money for a college education. Gloria C. Erlich in â€Å"The Divided Artist and His Uncles† states that â€Å"Robert Manning made the essential decisions in the lives of the Hawthorne children and is well known as the uncle who sent Hawthorne to college† (35). After graduation from Bowdoin College Hawthorne spent twelve years in his room at home in an intense effort to make something of himself literarily. The Norton Anthology: American Literature states:    Hawthorne’s years between 1825 and 1837 have fascinated his biographers and critics. Hawthorne himself took pains to propagate the notion that he had lived as a hermit who left his upstairs room only for nighttime walks and hardly communicated even with his mother and sisters (547).    Sculley Bradley, Richmond Croom Beatty and E. Hudson Long in â€Å"The Soc... ..., 1996.    Erlich, Gloria C. â€Å"The Divided Artist and His Uncles.† In Readings on Nathaniel Hawthorne, edited by Clarice Swisher. San Diego, CA: Greenhaven Press, 1996.    Hawthorne, Nathaniel. â€Å"Young Goodman Brown.† 1835. http://www.cwrl.utexas.edu/~daniel/amlit/goodman/goodmantext.html    James, Henry. Hawthorne. http://eldred.ne.mediaone.net/nh/nhhj1.html    Lewis, R. W. B. â€Å"The Return into Time: Hawthorne.† In Hawthorne – A Collection of Critical Essays, edited by A.N. Kaul. Englewood Cliffs, NJ: Prentice-Hall, Inc., 1966.      Ã¢â‚¬Å"Nathaniel Hawthorne.† The Norton Anthology: American Literature, edited by Baym et al.   New York: W.W. Norton and Co., 1995.    Swisher, Clarice. â€Å"Nathaniel Hawthorne: a Biography.† In Readings on Nathaniel Hawthorne, edited by Clarice Swisher. San Diego, CA: Greenhaven Press, 1996.         

Christianity and Greek Epic Tradition as Devices for Miltons Object in

Christianity and Greek Epic Tradition as Devices for Milton's Object in Paradise Lost The widely known story of the Genesis account in the Bible of the creation and fall of humankind does not make for a very interesting story. Almost anyone familiar with Western tradition can provide at least this basic outline: God makes angels, the best angel wants to be God, the angel gets kicked out of Heaven into Hell, goes to the garden of Eden, persuades Eve to eat an apple, and down plunges humanity. So why, then, did Milton choose to use this particular piece of Biblical narrative, first, above his original intention of an Arthurian tale, and second, above any other account in the 66 books of the Old and New Testaments? Milton answers these questions both simply and enigmatically in the beginning of the poem: "What in me is dark/ Illumine, what is low raise and support;/ That to the heighth of this great Argument/ I may assert Eternal Providence/ And justify the ways of God to men" (Milton 47). The question that humanity begs an answer for, above all, is the reason for the rampant evil in the world. Many people over the last several centuries, and many Christians even, cannot reconcile the existence of unchecked evil alongside a loving, merciful God. Milton would heartily agree that characteristics of God can be found in any situation in the Bible (and so he did draw from these in other works), but within Milton's enlightened seventeenth-century society, the scientific process itself dictated that to discover the meaning of any process, one had to go back to the catalytic moment. In order to answer the most theologically difficult question this side of B.C., Milton had no choice but to go back to th e beginning and see, with what... ...adise Lost. ed. Thomas Kranidas. Berkeley and Los Angeles: University of California Press, 1969. 118-130. "Epic." Encyclopà ¦dia Britannica. 2015. Web 30 April 2015. http://www.britannica.com/eb/article?eu=119368>. Ferry, Anne. Milton's Epic Voice: The Narrator in Paradise Lost. Chicago: The University of Chicago Press, 1963. "Milton, John." Encyclopà ¦dia Britannica. 2015. Web 30 April 2015. http://www.britannica.com/eb/article?eu=115562>. Milton, John. Paradise Lost and Paradise Regained. New York: Signet Classics, 1968. New American Standard Bible. 2015. Web 30 April 2015. https://www.biblegateway.com Ricks, Christopher. Introduction. Paradise Lost and Paradise Regained. By John Milton. New York: Signet Classics, 1968. vii- xxx. Webber, Joan Malory. Milton and His Epic Tradition. Seattle and London: University of Washington Press, 1979.

Concept of Long Term Care Essay

In this essay it explains how week one reading changes my concept of long term care. The essay will provide two examples of current events related to long-term care and how it has changed. The paper will focus on examples of current events related to long-term care, and how might these examples increase awareness. This paper will explain what are three long-term care populations evident in my local community and if I was aware of these evident. Long term care is a health and social service there to provides services such as assistance with everyday task, such as dressing, bathing and using the bathroom. After this week reading and discussion as a class on long-term care, I would say my concept has changed. I became more aware of the services provided in long-term care settings, also the individual who requires long-term care. People would think of long-term care only for elders, but the type of people need of long- term care can be from individual with chronic conditions, severe mental illness, and also developmental disabilities, automobile or sporting accident anymore can need long term care in life. Reading the week reading also explain Children, is always the type of people in need of long- term care to surprise me. Children born with developmental disabilities such as, Down syndrome affecting the brain, spinal cord, nervous system function causing them to need long- term care. Some of the current events related to long term care that happened, in the past three years increasing levels of violations staff physicians were not maintain on a 24 hour basis. Another current event related to long term care a staff at Crystal Care Center in Mansfield abuse a patient. The patient refuse to have oxygen fed to him through a nasal cannula, the nurse decide to tuck the sheet over the head of the patient. Patient abuse occurred in August 2010 but is rare in the state of Ohio but happens more often in long term care. These example increase awareness of long-term care having families monitor how a family member or friend treat, to see if medical care is provided with an appropriate level. In my community there are three long term care populations age 65 and older, individuals with disabilities and children. Seniors 65 and older is the biggest population in Arizona needing long term care services.

How Males Are Socialised Into Traditional Masculinities Essay

Explain and briefly evaluate how males are socialised into traditional masculinities Hegemonic masculinity describes the patriarchal working class males, those who have labouring or manual jobs. He has to be physically tough and dominant to assert his masculinity. He is definitely heterosexual, technically competent, is sexist and aggressive. Males are socialised into traditional masculinities by a variety of socialisation agents. The school is instrumental in the socialisation of males into traditional hegemonic roles. Becky Francis (2000) found that, although they were more harshly disciplined than the girls, boys’ behaviour was tolerated more by the teachers. This encourages the boys to demonstrate the traditional masculinities. Subject choice is also an important factor in male socialisation as they were traditionally gender biased. This was studied by Grafton in a comprehensive school in which he showed that there were only a limited number of placements available for those who wanted to study non-traditional subjects for their gender. This reduces interest in those subjects and guides males into the more traditional, craft subjects. Males are canalized meaning they are directed into playing with certain toys and activities. For example, boys may play football while the girls play ‘house’. While the education system is very important in the socialisation of males into traditional masculinities, the family is the main socialisation agent. Parents may encourage and reward behaviour that they deem appropriate and discourage that which they think is inappropriate. For example, parents may encourage their daughters to focus on their appearance and their sons to watch and support sports. Also, Oakley referred to the labels (For example, ‘princess’ and ‘pretty’ for girls; and ‘brave soldier’ and ‘strong’ for boys) as verbal appellation and says they teach the children society’s expectations. Children also imitate their parents because they are their significant others. They learn norms and values through this process. In addition, children learn important messages about gender identification through dress up games where they pretend to be their role models. While it is assumed that parents are successful agents in the socialisation of children, not all adults acquire the necessary skills for nurturing their children. Palmer (2007) suggested that childhood socialisation is not as effective as it was in the past. He proposed that this is because parents no longer spend enough quality time with their  children and are relying on ‘electronic babysitters’, like the television, which produce a ‘ toxic childhood’. The peer group, on the other hand, consist of people of similar status who come into regular contact with one another (for example, groups of friends and school children in the same year). It is and agent of secondary socialisation and is arguably the most influential for young people during adolescence. The peer group often impact gender-role socialisation. Skelton and Francis (2003), said that boys dominate playground space playing football while girls are on the margins, skipping or talking. This encourages boys into the traditional masculinities of noisy, ‘laddish’ behaviour. Frosh et al (2002) said that boys identified characteristics such as ‘hardness’, holding anti-school values and being sporty as those to aspire to. These were characteristics of hegemonic nature that would give them popular status. He also found that boys wanted to make their heterosexuality very clear to avoid being teased or bullied. Judith Rich Harris (1998) said that boys need to know which groups are popular, which are feared, and which are pitied. They need to understand what they can say and how they can act within their group. This shows that masculinity has to be carefully negotiated as they cannot afford to be too different. Each socialisation agent can be criticised but they all have a role in the socialisation of males into traditional masculinities but it seems they play their part at different times in the male’s life. Family is the primary socialisation agent which affects children the most at a young age. The peer group affects males in their adolescence and can often be more influential to the males than education and family at this time.

Bullying Research Paper Essay

Abstract Every day across America, children are being sent to school with the mindset that they are safe as they head to an environment that is intended to support a positive atmosphere of learning and socialization. However, schools across America are plagued with the continuous and aggressive problem of bullying that is effecting our society as a whole. Our children’s physical and emotional well-being is at risk because of the act of bullying. Without proper education, identification, and prevention to promote awareness, bullying will continue to be a major issue. The following research paper is intended to focus on the effects of school bullying and what society can do to help prevent future bullying from occurring. I aspire to learn the different forms of bullying, while learning what I can do to identify the problem and what the possible solutions to preventing future occurrence are. Keywords: Bullying,Cyberbullying, School Bullying School Bullying Over the years, bullying has become more prominent in our society. In the past, many adults and educators perceive bullying as something that all children go through; just kids being kids. Children are all effected differently depending on the degree of the bullying, some even ending in tragic events. Being proactive in recognizing bullying can lead to a drastic decrease in bullying cases. Educated professionals are being trained in order to pick up on signs that an act of bullying is happening and how to address and resolve the situation. Thankfully, more and more states are issuing laws to protect the schools and the students against bullying. As a result, anti-bullying programs were created to provide a safe learning environment for students and have been effective all over the world. In order for us to better understand bullying, we must know what bullying is. The simple word â€Å"bully† can be referred back to as early as the 1500’s. In order to learn exactly what a bully is, you must first break down what a bully is in its simplest form. The act of bullying requires two people, the bully and the person being bullied. By definition, â€Å"Bullying is unwanted, aggressive behavior among school aged children that involves a real or perceived power imbalance. The behavior is repeated, or has the potential to be repeated, over time. Bullying includes actions such as making threats, spreading rumors, attacking someone physically or verbally, and excluding someone from a group on purpose (stopbullying.org).† The entire act is dependent upon a disparity of power, the aggressor exhibits that they have more power than the person being targeted. The act of bullying can be separated into three categories: verbal (name calling, teasing), social (ignoring or isolating), and physical bullying (hitting, kicking). Now with the recent boom in technology, a new form of bullying has now emerged- cyber bullying. In any event, all forms of bullying have a direct result on the victim. Bullying is a form of abuse that carries on over the course of time. â€Å"At first one may believe that the effects of bullying is limited to initial responses that tend to fade within a few days or a week, at most. However, research indicates that the harm inflicted by bullying, whether physical or psychological, has implications and can result in a snowball effect of lasting and painful emotions and negative impacts.† (Donegan, 2008). Although bullying consists of two core components, the bully and the person being bullied, the difference in the type of bullying differs greatly. The person who plays the part of the bully is acting in a conscious, willful, and deliberate activity where the primary purpose is to generate fear through the threat of additional aggressive acts. This further act of aggression and creation of terror creates the lasting impression of intimidation and an uncomfortable emotional sense that the bully uses to maintain power. Once a bully has created this superiority, the bully will continue to victimize their offender. These actions define the most common and obvious form of bullying, physical bullying. In this instance, the aggressor is most often portrayed punching, kicking, throwing objects, or  participating in some form of destructive behavior that is both observable and physical. The intimidated victim will most likely dismiss any injuries received to avoid any further incidents. At t his point, the bully has already established their control and will continue to exercise their power over the victim. In many instances, victims have been found to report a combination of physical and verbal bullying. The verbal threatening, taunting, and name calling has been found to be a commonality with physical bullying. â€Å"In a survey of big school students, a third of students who were bullied experienced symptoms that sound much like post-traumatic stress disorder: Feelings of panic, repeatedly thinking about past bullying episodes, and inability to concentrate at school. Unfortunately, these feelings of anxiety and distress tend to linger after graduation and into adulthood† (Sharp, 1995). â€Å"The adverse impact of school bullying is often exacerbated by the fact that many pupils do not tell of their experience and therefore do not receive appropriate help and support (Oliver & Candappa, 2003). With our society constantly evolving, so has the manner in which individuals are bullied. Since the emergence of the internet, social media, and the technological advancements of telecommunications, the ease and the way people communicate has created a breeding ground for young adults to bully one another. Cyber bullying has now transcended the traditional sense of bullying and evolved into a form that allows a person to hide their identity behind a computer. â€Å"This anonymity makes it easier for the offender to strike blows against a victim without having to see the victim’s physical response. The distancing effect that technological devices have on today’s youth often leads them to say and do crueler things compared to what is typical in a traditional face-to-face bullying situation† (Donegan, 2012). Cyber bullying has been defined as â€Å"an aggressive act or behavior that is carried out using electronic means by a group or an individual repeatedly and over time against a victim who cannot easily defend him or herself† (Smith, e.t.,al 2008). Examples of cyber bullying include malicious text messages or emails, rumors posted on social networking sites, and  embarrassing photos, videos, or fake profiles. Although cyber bullying is often experienced indirectly, as opposed to a face to face confrontation with traditional bullying, the potential for reaching a larger audience is greater. A form of cyber bullying would be posting a status that is intended to be vague, however, is specifically directed towards someone using an insignificant clue that the victim would know is directed at them. Once a publication is made through a social media network, the potential for further sharing increases exponentially. At this point, the repetitiveness for the bullying to continue can c arry on by other people, causing a snowball effect. That single act creates a vicious circle that the victim may experience over and over. Regardless if it is traditional bullying or cyber bullying, a significant amount of research has documented the long lasting impact of bullying on a person’s mental health and academic performance. In many instances, an entire school’s student body is capable of being affected by bullying. A school is intended to design an atmosphere where children experience a positive and inviting environment, where growth and individuality is welcomed and encouraged. However, when a school’s climate is plagued by bullying, there is an inherent fear and intimidation within the school that causes the victim and others to disassociate and reject the notion of a positive atmosphere. The fear of being harassed or excluded by peers in school contributes to dropout rates and poor academic achievement, causing additional victimization. In order to implement a strategy to combat bullying, â€Å"schools must include school-level interventions designed to change the overall culture and climate of the school: class room interventions targeting teachers and other adults in the school; and student-level interventions that target individual or small groups of victims and bullies.† (Whitted, 2005). Strategies like this help to revert the power imbalance that a bully thrives on to gain power. Research on anti-bullying programs have shown that information provided for parents through newsletters and parent meetings proved to be successful. A school atmosphere with a positive line of communication between school administration and the student’s parents helps to raise the awareness of  bullying encouraging a drastic reduction in bullying incidents. Other common ways to help combat the effects of bullying included more social interactions for the victim. Educators and parents are urged to have the child participate in organized social activities to initiate new friendships and build confidence with other children for a feeling of belonging. If the child is interested in music, art, or sports, they are encouraged to develop and practice that talent to reinforce confidence and self-esteem. A controlled system with peer support helps victims deal with the interpersonal conflicts of bullying in a pro-active and non-violent way. By being positive, supportive, and embracin g the child and what he/she is going through at all times, he will come to respect and cherish himself as an individual and overcome any negative effects bullying may have caused. Conclusion When someone thinks back to their days of elementary school through high school, most of us think about â€Å"normal† school images- classes, homeroom, and friends. We can all recall some of the struggles; studying for the big test, getting homework completed, making new friends. To me, school was just school. It was something I had to do to become a successful adult. For those victims of school bullying, school is a living nightmare. The harassment, pain, and the series of struggles a bullied person experiences is too much for any normal person to comprehend, especially if they were not bullied personally. School becomes a burden and something that is avoided as much as possible. The victims become stressed with their overflowing insecurities. School work no longer is a priority, avoiding the harassment and humility becomes a primary concern. Prior to conducting this research project, my knowledge of bullying was very limited. Having not been bullied as a child, my image was simple. The biggest kid in the class would push the scrawny â€Å"weird† kid against his locker, and that was the end of it. Now, after reading the numerous studies done on this terrible â€Å"epidemic†, I have realized that this is a problem that causes more damage long term than what society thinks- and it effects everyone! My daughter will be entering elementary school in a few years, and as her father I feel that it is important to explain bullying and the  effects it has on individuals. No matter if it is verbal, emotional, physical or occurring on social media sites, I feel it is my job, as well as the school’s guidance team to educate and inform my daughter on this serious topic. If we can properly educate people, hopefully someday the negative domino effect of bullying can be reversed to be a positive outcome of the popu lar plan to â€Å"pay it forward†. For someone who was taught â€Å"The Golden Rule† as a young boy, it seems simple to me. Treat others the way you want to be treated, and if you don’t have anything nice to say to someone- don’t say it at all. This is something I plan to teach my daughter, and maybe if more people believe and teach this golden rule, bullying will be a thing of the past. References Donegan, R. (2012). Bullying and Cyberbullying: History, Statistics, Law, Prevention and Analysis. The Elon Journal of Undergraduate Research in Communications, 3(1), 33-42. McElearney, A., Adamson, G., Shevlin, M., & Bunting, B. (2013). Impact Evaluation of a School-based Counselling Intervention in Northern Ireland: Is it Effective for Pupils Who Have Been Bullied?. Child Care In Practice, 19(1), 4-22. doi:10.1080/13575279.2012.732557 Ockerman, M. S., Kramer, C., & Bruno, M. (2014). From the School Yard to Cyber Space: A Pilot Study of Bullying Behaviors Among Middle School Students. Research In Middle Level Education Online, 37(6), 1-18. Oliver, C., & Candappa, M. (2003). Summary report Tackling bullying: Listening to the views of children and young people. London: ChildLine and Thomas Coram Research Unit. Sharp, S. (1995). How much does bullying hurt? The effects of bullying on the personal wellbeing and educational progress of secondary aged students. Educational and Child Psychology, 12, 81–88. Smith, P.K., J. Mahdavi, M. Carvalho, S. Fisher, N. Russell, and N. Tippett (2008), â€Å"Cyberbullying: its nature and impact in secondary school pupils†, Journal of Chil Psycology & Psychiartry, 49. pp 376-385 What is Bullying | StopBullying.gov. (n.d.). Retrieved from http://www.stopbullying.gov/what-is-bullying/index.html Whitted, K., & Dupper, D. (2005). Best practices for preventing or reducing bullying in schools. Children & Schools, 27(3), 167-175.