The Three Principles Of Privilege - 878 Words

What is privilege? Is it something that one is born with, or is it something that one earns as a token of an achievement? In other words, is privilege something that falls under the category of essentialism or constructionism? Depending on who you ask, the answer to this question will vary. For example, if this question is asked to a white person, their sociocultural and economic advantages as well as their inexperience with systemic racism will influence them to respond with the belief that privilege falls under constructionism. However, if the same question is presented to a minority, the hardships that they might have faced as a result of the color of their skin will lead them to answer that privilege stems from an essentialist doctrine. Thus, in order to understand the concept of privilege, one must learn the three principles of privilege, maintain an open mind so as not to fall into the trap of describing something as â€Å"natural† and accept the ideology that racism is alive in our society today. The three principles of privilege are that they provide certain people with sociocultural and economic advantage, often yield negative judgments and unfair treatment, and that most people are unaware of the statuses that privilege them. If we take the first principle, the people that have sociocultural and economic advantages are the white people in American society. It has been shown through statistics that African Americans are the ones whose rate of unemployment is theShow MoreRelatedSecurity Design Principles List And The Classic List Of 1975 Essay1335 Words   |  6 Pages This article observes the disparity between the author’s security design principles list and the classic list of 1975. In addition to that, the general principles and a textbook coauthored by Saltzer are also examined. Multics time-sharing system had a major contribution to ensuring security in the computer field. After careful overview of Multics, Jerome Saltzer in 1974 came up with the article of â€Å"five design principles†. He continued with Michael Schroeder to come with a follow up called â€Å"TheRead MoreIdentity Development Is A Critical Component Of The College Experience926 Words   |  4 Pagesbecome ingrained into society and higher education with â€Å"Christmas† breaks, Sundays off, and churches of all types. This societal construct can also be referred to as Christian privilege. Privilege is when another person receive more advantages than other person. These students are most of the time unaware of their privilege and can hinder the development of student who do not identify as a Christian. A key example would be the availability of spaces on a public college campus. If a secular group requestedRead MoreThe Importance Of Distributing Desert Based Aid At A Small Lib eral Arts School1441 Words   |  6 PagesQuestion Three: In arguing in favor of the importance of distributing desert (merit) based financial aid at a small liberal arts school such as Green Mountain College, several arguments present themselves: one, desert based aid insures that incoming students meet a standard that facilitates strong academics, which in turn improves the school s reputation and contributes to its long term viability; two, it incentivises students to work hard academically, benefiting fellow students and faculty whoRead MoreEssay on It244 Access Control652 Words   |  3 PagesDescribe how access control methodologies work to secure information systems 1.1. Authentication Describe how and why authentication credentials are used to identify and control access to files, screens, and systems. Include a discussion of the principles of authentication such as passwords, multifactor authentication, biometrics, and single-sign-on. Authentication credentials are used to control access to sensitive data or systems by making it hard for people to get into the system who shouldntRead MoreLegal Rules Of Evidence And The Concept Of Privileges, Presumptions, And Judicial Notice1737 Words   |  7 PagesThe Federal Rules of Evidence and the concept of Privileges, Presumptions and Judicial Notice. Deanna C. Walsh Kaplan University, 2014 April 2014 This paper was prepared for CJ508P-01N: Evidentiary Issues in Criminal Cases: Professor Cloud Miller Abstract: The criminal justice system is a system build of rules and guidelines that provide the citizens of the United States a place to life free and without fear. The rules and guidelines set into place are to provide structure and repercussionsRead MoreThe Community Organizing Self Reflection Essay1365 Words   |  6 Pagesbrainstorm to formulate viable solutions. Introductions and information about the format of the meeting were presented first. Next, the meeting was split into three groups, reflecting the major periphery of our justice system. The groups were entitled, 1. Jail Programs 2. Pre-Justice 3. Post Justice My group was jail programs. We generated with three major solutions, a. Mentor program, b. Transitional House (from jail not prison) and c. Media campaign. I am proud to report the media campaign idea wasRead MoreDatabase Technology And Its Impact On Business Operations1577 Words   |  7 Pagessecurity. Furthermore, companies need to insure that the database is secured and protected against threats and vulnerabilities and that database security provides controlled, protected access to the sensitive information as well as preserve the database three elements confidentiality, integrity, and availability which are called â€Å"The Security Triad†. Confidentiality is preventing access to sensitive information from by wrong people, at the same time making sure that the right people are able to access itRead MoreAnalysis Of The Video Lecture On America s Legal History1307 Words   |  6 Pagesthis Supreme Court case tackles the political principle of â€Å"separation of powers ,† which represents the foundation of the American federal system. President Nixon possessed secret audio recordings of several meetings with the top members of his administration, and a special prosecutor appointed by Nixon investigated this cover-up. Nixon refused to comply with a subpoena that ordered him to release the tapes because he believed that his â€Å"executive privilege† gave him the right to refrain giving confidentialRead MoreThe Watergate Scandal Of The United States1460 Words   |  6 PagesExecutive Privilege: Aaron Kelly Blackmon University of Houston Introduction _________________________________________________________________________________________________ In one of the most important moments in the history of the republic was the Watergate scandal that stretched the constitution to its very limits. It was a case that challenged the system of checks and balances of the branches of government. The president invoked what is referred to as executive privilege. ExecutiveRead MoreIt 244 Appendix F Essay890 Words   |  4 Pageshow access control methodologies work to secure information systems 1 Authentication Describe how and why authentication credentials are used to identify and control access to files, screens, and systems. Include a discussion of the principles of authentication such as passwords, multifactor authentication, biometrics, and single-sign-on. Authentication of an individual to access and use files, systems, and screens is vital to lower risks of anyone hacking into the system and

Describe the Main Principles of the Two Normative Ethical...

Describe the main principles of the two normative ethical theories of deontology and utilitarianism. Compare and contrast the two theories, bringing out any problems or limitations you see in each. Bioethics Essay †¢ Intro: Define ethics and define and introduce the two theories. (philosophical theories†¦) †¢ Utilitarianism- example †¢ Deontology- example- compare †¢ comparing- evaluating and critically analyzing*- similarities and differences. †¢ Limitations and positives* †¢ Conclusion- summary of essay and own opinion, remember to justify your own views with reasons – don’t just state your opinions without arguing for them in terms of moral values.†¦show more content†¦Morality is a means to some other end; it is in no way an end in itself-PROPER EXAMPLE†¦ In contrast to the utilitarians theories, deontology†¦Ã¢â‚¬ ¦.The word deontology derives from the Greek words for duty (deon) and science (or study) of (logos). Deontological ethics or deontology is the normative ethical position that judges the morality of an action based on the actions adherence to a rule or rules.[1] It is sometimes described as duty or obligation or rule-based ethics, because rules bind you to your duty. Deontological ethics has at least three important features. First, duty should be done for duty’s sake. The rightness or wrongness of an act or rule is, at least in part, a matter of the intrinsic moral features of that kind of act or rule. For example, acts of lying, promise breaking, or murder are intrinsically wrong and we have a duty not to do these things. This does not mean that consequences of acts are not relevant for assessing those acts. For example, a doctor may have a duty to benefit a patient, and he or she may need to know what medical consequences would result from various treatments in order to determine what would and would not benefit the patient. But consequences are not what make the act right, as is the case with utilitarianism. Rather, at best, consequences help usShow MoreRelatedDeontology and Utilitarianism Essay1340 Words   |  6 PagesDescribe the main principles of the two normative ethical theories of deontology and utilitarianism. Compare and contrast the two theories, bringing out any problems or limitations you see in each. INTRODUCTION:- Bioethicists ask these questions in the context of modern medicine and draw on a plurality of traditions, both secular and religious, to help society understand and keep pace with how advances in science and medical technology can change the way we experience the meaning of health

Education and Social Change Free Essays

Education and Social Change Education in Technical Sense. Is the process by which society; through schools, colleges, universities, and other institutions, deliberately transmits its cultural heritage – its accumulated knowledge, values, and skills – from one generation to another. Social Change * a response to many type of change that take place on the social and non-social environment * Generally affected by the agents of socialization John Dewey * A prominent American philosopher and professor of the late 1800s and early 1900s * Father of Progressivism Progressivism was derived from pragmatism *John Dewey wrote the Essay on â€Å"Education and Social Change* EDUCATION AND SOCIAL CHANGE * â€Å"How schools† participate in the Social Change * Dewey supports the notion that society is constantly changing, and that education reflects, generates, and guides social change. We will write a custom essay sample on Education and Social Change or any similar topic only for you Order Now * *There is some confusion in how the school lead the society *Definition by the â€Å"Conservatives† Conservatives Those People who are considered to be traditionalists. They want the old ways rather than the new ways. Conservatives are opposed to modernism and progressivism * Conservatives believe that schools should not influence or guide social change * They favor older types of study and â€Å"disciplinary methods† in schools (Dewey, 2001, p. 335). â€Å"Impotence of Education† * Those who represent dominant and economic political regime, together with the conservatives, believes that education does not influence social order or social change. * Economy is the influence, and education merely reflects this social order and the dominant economic class. * Nothing can hange without overthrowing this dominant economic class and replacing it with another, not even for education. * Dewey argues that if all of this were true, then any coup of the current dominant e conomic class would also have to bring with it other changes in the morals, mentality, and culture of society so that this new system/social order can survive * But Dewey finds no evidence that an economic change can solely make these other kinds of changes in society * Schools shape morals, mentality, and culture in agreement with the economic class. Education still plays a vital role in social change * Dewey states that schools and educators can: Dewey states that schools and educators can: a) continue to influence society without exploring b) employ a scientific method of teaching and learning that corresponds with the cultural forces that learning that corresponds with the cultural forces that cause social change. ) take a conservative approach and make schools a force of maintaining old order and rejecting any new a force of maintaining old order and rejecting any new forces that steer society away from this old social order. Democracy * Since Dewey argues that education infule nces social change, then it must have some â€Å"frame of reference,† or else education would be meaningless. * Democracy was the frame of reference No clear definition but involves active participation for society * Education was founded on the principle of equal opportunity * Acting and making decisions together helps build a better society. Psychosocial Development Theory * Erik Erikson * Based on an individual’s development * Trust vs Mistrust * Autonomy vs Shame and Doubt * Initiative vs Guilt * Industry vs Inferiority * Identity vs Role Confusion * Intimacy vs Isolation * Generativity vs Stagnation * Integrity vs Despair SUMMARY * John Dewey founded Progressivism Progressivism is the educational theory that supports active learning * John Dewey’s essay â€Å"Education and Social Change† tells us about how schools participate in Social Change * Conservatives disagree with Dewey because they believe that School should not affect the individual or the society * Some believe that it was the economy that’s responsible for social change and education reflects the social orders * Dewey presented his points and made a strong point that what the Conservatives and others were pointing was wrong * Educational and Social change has a symbiotic relationship, they benefit from each other * Dewey wanted primarily was Educational Democracy * Erik Erikson’s Theory of Psychosocial Development helps us understand how an individual develops and understand himself, thus, he finds his position in the society. How to cite Education and Social Change, Essay examples

Financial Technology Bitcoin is an Innovative Currency

Question: Discuss about the Financial Technology Bitcoin is an Innovative Currency. Answer: Overview of Bitcoin Bitcoin is an innovative currency form which is digital in nature. This empowers the rapid payment to any individuals at any place in the world. There is no central authority which regulates Bitcoin as it operates over the peer-to-peer technology. In this technology the transactions are managed as well as the money is been issued by the collective networks. Bitcoin Core is basically open source software that helps in the usage of this currency effectively (GitHub, 2017). Opportunities and challenges Bitcoin is one of the simplest and fastest ways to exchange the money among individuals at a very low price. There are several opportunities and challenges associated with the use of the technology. Opportunities The physical currency was evolved thousands years back and now with the technological development there has been introduction of the digital currency. There are number of opportunities which are there for the development and use of digital currency. For meeting the requirements of the contemporary financial activities and for solving several issues there is an extreme need of the digital currency to be regulate all across the world. It is the virtual currency which simplifies the complex transactional methods and processes (Bitcoin Project, 2017). There are abundant opportunities for Bitcoin to achieve worldwide recognition as it is a vital opportunity for Bitcoin to feel the gap which exists between the use of physical and the digital currency. There has also been issued the credit card of Bitcoin which makes the transactions easy and convenient. Another wide opportunity present for Bitcoin is to improve the system sin such a manner that it eliminates and prevents all types of frauds and scams (Vandervort, 2016). There are available several other opportunities for Bitcoin such as the increased network security service and insurance corporation so that insurances can be offered to the one who are Bitcoin deposits. Challenges With the effective application of Bitcoin there are few severe challenges which have been associated with the use if this digital currency. These challenges are the threat for the successful execution and application of the digital currency in the longer time frame. The primary challenge for Bitcoin is that it is the initiating phase of digital currency and so there is lack of some of the vital components which restricts Bitcoin to be highly trustworthy and reliable. The next challenge is that there have been identified several case of hacking attacks (Belov, et al., 2014). There is extreme lack of security which raises concern regarding the safety and the security of the investments deposited as well as transactions taking place. The third biggest challenge for Bitcoin is that till the time there is no insurance and legal counseling regarding the use and application of Bitcoin there are chances of errors and security issues. Hence it is essential that there must be setting up of var ious insurances and security network for Bitcoin to make the transaction secure as well as safe (Astruc, 2014). Bitcoin: A future unicorn using the LASIC principles FinTech is continuously receiving great attention of the people. It has been evaluated that there has been a grown of the global investments of three times in the FinTech Ventures. There are LASIC principles over which the technologies are analyzed. LASIC can be understood as Low margin, Asset light, Scalable, Innovative, and Compliance easy. Bitcoin is the blockchains or distributed ledgers which is considered as the future unicorn using the LASIC principles. With the rapid usage of innovative and techno savvy financial services there is a need of digitalized currency. Presently it has been identified that out of the total world population approximately 38 percent has no formal bank accounts. And approximately 40 percent of the overall population is been underserved by the banking institutions (Chuen and Teo, 2016). These facts and data display that there is an extensive market need which highly demands for digital currency. Bitcoin is that rising component which will have a vital a nd major part of the worlds population taking use of it. Bitcoin can easily be understood as the digitalized form of payment. The use of Bitcoin is so extensive that through it the individuals can buy computers, send currencies to individuals residing in other nation but in small amount s, buy anything over Overstock etc. the primary advantage of using Bitcoin is that there is no need for getting concern over the currency conversion or exchange rate fees as there is no such costs associated with the use of Bitcoin (Rosenblum, 2014). Analyzed from the lenses of LASIC principle, it can clearly be stated that Bitcoin is of very low margin, the asset is also extremely light, it is scalable in nature, it is considered as one of the prime innovation in the financial services and its easy to compliance. There has been increased number of launched of the Bitcoin firms (Johnson, 2016). This is the major reason behind the elevated use of Bitcoin as consumers are fin ding it extremely easy to take use of. The popularity and potentiality of Bitcoin can be analyzed by the means that it has been taken use of some of the well renowned organizations. NASDAQ and American Express are two such biggest giants which are using Bit coin and finding it much significant and effective (Collard and Gavray, 2015). There are number of activities which can be performed through the use of Bitcoin such as it protects the identity of an individuals, there is no particular fees to maintained for the wallets of Bitcoin, rapid international payments, easier mobile payments, works anytime and everywhere and have control over the money. Except all these there are several other benefits which the companies and individuals will be getting in the future tome frame of taking use of Bitcoin (Vandervort, 2016). All these factors show that Bitcoin will be shortly recognized as a future unicorn using the LASIC principles. References Astruc, M., (2014). Global Challenges, Opportunities Of Cryptocurrencies Such As Bitcoins, Retrieved on: 14th February, 2017, Retrieved from: https://www.ip-watch.org/2014/06/24/global-challenges-opportunities-of-cryptocurrencies-such-as-bitcoins/ Belov, D., Rajam, S., Summers, Q., Sun, Q and Yun, S., (2014). Challenges and New Business Opportunities for Bitcoin, Pp.12, Retrieved on: 14th February, 2017, Retrieved from: https://ikhlaqsidhu.files.wordpress.com/2014/10/elppprojectiwhitepaper_2014_bitcoin_final.pdf Bitcoin Project, (2017). Bitcoin for Individuals, Retrieved on: 14th February, 2017, Retrieved from: https://bitcoin.org/en/bitcoin-for-individuals Chuen, D.L.K. and Teo, E.G.S. (2016). Emergence of FinTech and the LASIC Principles, Pp.17, Retrieved on: 14th February, 2017, Retrieved from: https://skbi.smu.edu.sg/sites/default/files/skbife/research_papers/Emergence%20of%20FinTech%20and%20the%20LASIC%20Principles.pdf Collard, E. and Gavray, G., (2015). Demystifying Bitcoin Threat or Opportunity? Pp.8, Retrieved on: 14th February, 2017, Retrieved from: https://cmo.deloitte.com/content/dam/Deloitte/lu/Documents/financial-services/lu-demystifying-bitcoin-threat-opportunity-102015.pdf GitHub, (2017). Bitcoin, Retrieved on: 14th February, 2017, Retrieved from: https://github.com/bitcoin/bitcoin Johnson, B., (2016). The Challenges and Opportunities of Bitcoin for the Entertainment Industry, Retrieved on: 14th February, 2017, Retrieved from: https://medium.com/@ProjectGruvi/the-challenges-and-opportunities-of-bitcoin-for-the-entertainment-industry-cc488af45106#.vjm6bi5j0 Rosenblum, P., (2014). Bitcoin: The Currency Of The Future? Forbes, Retrieved on: 14th February, 2017, Retrieved from: https://www.forbes.com/sites/paularosenblum/2014/01/27/bitcoin-the-currency-of-the-future/#9b7a5b611d31 Vandervort, D., (2016). Challenges and Opportunities Associated with a Bitcoin-based Transaction Rating System, Pp.10, Retrieved on: 14th February, 2017, Retrieved from: https://fc14.ifca.ai/bitcoin/papers/bitcoin14_submission_5.pdf

Vitamin Water free essay sample

In the early 1990’s, when Manhattan was hit by water contamination, Bikoff set out to buy bottled water and found that except for the brand name, there was very little difference between the different brands of bottled water sold. Bikoff was looking for additional nutritional value rather than plain water. Finding none, he started conducting an in-depth study about different companies making bottled water. He found that he could use vapor distillation to create an alternative to bottled water. Bottled water was generally procured from springs and contained some dissolved minerals, which could be removed using vapor distillation. Bikoff then came up with the idea of starting a company that could offer a healthy alternative to soft drinks and plain water. He decided to name the company Glaceau; a combination of the words glace (ice) and eau (water) which signifies clean water. Bikoff started the venture in the year 1996, from his father’s office in Queens, New York. We will write a custom essay sample on Vitamin Water or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page He worked with RD professionals to develop the company’s first product Glaceau Smartwater, which was sourced from glacial aquifers in Connecticut, vapor distilled, and supplemented with electrolytes. With his previous expertise on packaging, he asked his team to design a 20 ounce bottle instead of the conventional 16 ounce bottle. Another unique aspect of the bottle was its sport cap. With the popularity if the packaging, several beverage manufacturers started using caps on the bottles. Bikoff then got the bottle redesigned and the bottle was made available in half liter, one liter, and one and a half liter sizes. The next product was Fruitwater, introduced in 1999. This was Smartwater with the added flavor of fruits and it was sugar free. Fruitwater was the first non0carbonated water with a fruit flavor. The water was subjected to pasteurization due to which it had a long life though no preservatives were added. Fruitwater was available in several flavors including watermelon, mint, pineapple, and guava. It was in the year 2000 that Bikoff realized the potential of water enhanced with vitamins. What sparked the realization was a tiring yoga session after which he had a drink of water along with a Vitamin C wafer. The water-Vitamin combination proved extremely refreshing and planted the idea of water enhanced with Vitamins in his mind. To devise the formula for water with vitamins, he started working on the product along with a team comprising a dietician, a microbiologist, and a food scientist. Bikoff felt that the name should reflect the fact that the product was not merely water but water with additional vitamins and nutrients. It was not long before he realized that he was creating a new category of product known as enhanced water. It’s is defined as a category based on delivering value-added nutritional benefits in a hydrating beverage, so that people can drink more water with more usage occasions. Once the products were ready, the challenge was to get shelf space from vendors. These were problems in distributing this product through major retailers, as they were not willing to give expensive shelf space for new products. There were several small retailers who were ready to try out new products. These retailers were highly impressed by the fact that Bikoff was delivering and promoting the products himself and it was they who gave him a chance. By initially targeting smaller stores, the company built up demand. The product’s unusual appearance and unconventional packaging attracted the customers. Initially companies like Pepsi and Coca-Cola dismissed the Glaceau product as a passing fad, but with the product gaining popularity and outselling their products like Dasani and Aquafina they were forced to take notice. In 2002, Coca-Cola introduced fortified water, Dasani Nutriwater, and Pepsi came up with Aquafina Essentials. However, neither of the two did well in the market and both products were later discontinued. By 2005, Glaceau’s products were being sold in all the 50 states in the US. The sales had grown 80 percent from January 2004 to January 2005. As of 2005, the company was selling around two million bottles per day, with VitaminWater accounting for 75 percent of total sales. Furthermore, in 2006 PepsiCo Inc. announced that it had agreed to change the packaging label, and cap of its SoBe Life Water, after the settlement with Energy Brands Inc, maker of Glaceau’s range of enhanced water products. In April 2006, Energy Brands Inc. ad filed a lawsuit against Pepsi, alleging that SoBe Life Water’s packaging label, and cap were similar to those if Glaceau’s VitaminWater and that Pepsi intended to confuse the consumers with its new packaging. Pepsi had resorted to trade dress infringement and dilution and its label and bottle resembled that of VitaminWater. It was also alleged that Pepsi had launched SoBe Life Water after it failed to acquire Energy Brand in early 2006. The lawsuit and its subsequent settlement indicated the growing insecurity of the soft drinks majors, which were facing threat from companies promoting healthy alternatives to soft drinks. Energy Brands, the parent company of Glaceau, was one such company, which advocated healthy living through low-calorie, low-sugar drinks, and non-carbonated water with additional nutritional supplements. Glaceau’s line of enhanced water products comprised VitaminWater, Smartwater, and Fruitwater. Energy Brands was credited with created a new category of drinks popularly known as â€Å"enhanced water products. † Inventory Research Identify all brand elements for product and services The main brand elements are brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages, and signage. Affiliated brand names: Glaceau =gt; Coca-Cola =gt; VitaminWater URLs: http://www. vitaminwater. com/, http://www. coca-cola. com/, www. drinkbetterwater. com Logos: VitaminWater is considered to have a strong word mark; no accompanying logo aside from the name. The word â€Å"Vitamin† is in bold letters whereas the word â€Å"water† is in normal font. Spokespeople: 50 cent, Kelly Clarkson, Shaquille O’Neal, Tracy McGrady, Brian Urlacher, David Ortiz, Kasey Kahne, Donovan McNabb, Ladainian Tomlinson, David Wright, Gilbert Arenas, and Allen Iverson. Slogan: â€Å"it works† is the slogan shown on the label of the product. Each spokesperson has their personalized slogan that essentially sets them apart from one another. For example: Shaquille O’Neal has a slogan which is â€Å"diesel power† whereas Allen Iverson’s is â€Å"the answer’s answer. † Packages: The packaging contains bright colors to enhance the Vitamin Water logo. The colors used on the bottles compliment the various colors of the liquids themselves. Flavors: Vitamin Water comes in fifteen different flavors and varieties. Each product contains a different combination of vitamins and minerals, which the company claims are beneficial for things like energy, balance, endurance, and focus. Flavors include Dragon fruit, Tropical Citrus, Fruit Punch, Lemonade, Kiwi-Strawberry, Orange-Orange, Grape, Raspberry-Apple, Green Tea, Peach-Mango, Lemon Tea, Cran-Grapefruit, Jackfruit-Guava, Lemon-Lime, Acai-Blueberry-Pomegranate. VitaminWater Mind Map Trendy The brand, Vitamin water is perceived as a trendy drink. The product it known for its wide mouth, bright color-coded labeling and vibrant designs. The Vitamin water site also takes the branding to the next level by bundling each flavor with its own expressive animated image. Healthy According to the nutrition facts on the bottle, the product contains 98% water and 2% sugar. The extremely small amount of sugars is added through the natural fruit juices that are included in the ingredients to increase flavor. The product also markets the high amounts of electrolytes used to purify its water. Entertainment The company Coca-Cola was able to continue marketing the product through the use of celebrity tie-ins that allowed the customers to personalize each flavor by associating a celebrity with a flavor. The technique exemplified brilliant brand marketing. High Quality In the market, this product is considered to be a luxury item. Energy Brands is the parent company of Glaceau water products, which sells water under the labels VitaminWater and SmartWater. The use of bright vibrant colors is one of the marketing tools used by the brand in order to reflect the refreshing quality of the product. 50 cent rapper The grape flavor Formula 50 vitamin water is 50 cent’s custom-made flavor with 50% of his daily choice of vitamins; therefore is specialized for those 50 cent fans. The grape-flavored drinks label reads, inspired by todays most talked about artist, hottest record producer, and soon-to-be movie star, this not-so-hypnotic tonic contains 50 percent of many of the important vitamins that you need every day. Variety 50 cent is currently promoting the upcoming increase in the variety of flavors from 15 to 50. The product line already includes flavors such as Power C, Energy- Tropical, Revive, Multi V, Focus, Essential, Formula 50, Defense, Rescue, Endurance, Vital-T, Balance, B-Relaxed, and Charge. Innovative The vitamin water bottles are especially designed in mind to fit-in-your-hand with ease. Each flavor offers a different taste experience for the new generation of bottled water lovers. Coca-Cola is known for its innovative platforms and by adding this new product to its line enables the company to capitalize on recent health and wellness trends. Coca-Cola With Coca-Cola’s recent purchase of Glaceau, the company obtains additional credibility, potential customers, and an enlarged distribution channel through its new affiliation with the Coca-Cola brand. Through the use of these elements where is the brand positioned? Through the use of these elements the brand is positioned as trendy, innovative and entertaining mainly due to its unique graphics and imagery. Furthermore, when visiting the VitaminWater site it supports the company’s brand positioning; revealing a rather smart site, which opens on colorful splash pages. The site is based on Flash technology; it enhances the brand with a multicolored organ producing different tunes when the mouse passes over VitaminWater bottles. The sites branding is perfectly aligned with Glaceaus brand positioning. It has the same look, same attitude, and same voice. Similar to label packaging, the text is full of confidence. VitaminWater states that â€Å"one sip, swing or gulp may result in boycott of other beverages. † Color use is bright and vibrant, reflecting the refreshing quality of the product. The label maker is a cool feature, which again nicely reinforces the brand and allows VitaminWater to both collect information about its visitors and plumb for free ideas. Visitors can take a shot at making their own label of a vitamin drink complete with attitude, colors and minerals. To view your label, you have to supply an email address, giving the brand managers access to a mailing list of interested consumers. Glaceau provides an excellent example of website development aligned with its brand positioning. Rather than being a display of technological know-how, the Flash technology is deployed here to enhance the website and further promote the brand as trendy, innovative and entertaining. Exploratory Hierarchy of the Brand Survey Results (See Appendix) We developed a ten question survey in which we disseminated through email to our peers to assess the strength of Vitamin Water as a brand. We paid particular attention to the consumers’ knowledge of specific brand attributes such as the spokesman and number of flavors. The survey was limited to 10 questions to ensure participation and valid responses. There were 40 respondents to our survey, and there were only 3 questions in which all 40 participants did not answer. Even so, for those 3 questions we still had 39 people respond. This means there was a response to 99% of the questions asked. We purposely did not ask demographic information since we only gave the survey to our peers. Although this may appear to have skewed our results, we felt that since our peers are in the target population for Vitamin Water’s core marketing efforts, our conclusions are valid. Additionally, we did not generalize any of our conclusions for the total population. Question Analysis 1. 60% of respondents are very familiar with Vitamin Water. Only Gatorade had a higher number of respondents who said they were very familiar with the drink at 85%. Aquafina also had 60%, or 24 respondents say that they very familiar with the drink. However, Aquafina had a higher rating average than Vitamin Water meaning that overall more people are familiar with the brand. Still, Vitamin Water is doing fairly well in the category considering that no one said they had never heard the drink before. 2. When asked to rate Vitamin Water based on knowledge and what they’ve heard about the brand, most respondents gave the drink an excellent rating. In other words they rated the brand a 4 out of 5, second only to Gatorade. Again, no respondents gave the brand a poor rating, and only 2 didn’t know enough about the brand to give it a rating at all. . Many of the respondents thought that Vitamin Water was the newest drink in the category, which was wrong. Sobe Life Water is the newest drink, but this lets us know that Vitamin Water is doing a good job of keeping its brand in the mind of consumers rather than letting a new drink capture some of its market share. 4. While most people did choose â€Å"enhanced water â€Å"whe n asked what category to place Vitamin Water, we feel that enough people answered other choices to conclude that generally there isn’t a strong association between the two. Considering the other answer choices on this question, many respondents may have chosen enhanced water through the process of elimination. As the brand inventory showed, people associate the drink with multiple categories because of the many different types of branding. 5. No one was able to recall that Brian Urlacher is a spokes person for the brand. This may mean that Vitamin Water is paying him for no reason, or it could mean that he is just not the person to reach the target population for survey respondents. On the other hand, Kelly Clarkson wouldn’t be considered the best fit for a spokesman to reach our target population either, but a number of respondents recognized her as a celebrity endorser of the brand. Clearly 50 cent is the most recognizable spokesman for the brand. There is an overload of celebrities in the industry endorsing so many different products that people get lost. If people are associating the wrong person with your brand it might affect your image. This is where Vitamin Water runs into a problem. Having too many spokes people for your brand confuses consumers and they don’t get a true image association. . Most respondents knew that Coca Cola was the parent company of Vitamin Water. This is most likely due to the highly publicized sale. This publicity was very good because it increased awareness of the brand. Since Coke is such a strong brand, it is very beneficial for Vitamin Water to associate its self with the brand and company. 7. Most respondents co rrectly identified Vitamin Water’s distinctive characteristic: each flavor has a different set of vitamins. However, just as in question 4, we feel that many respondents may have chosen the correct answer through the process of elimination. A quarter of the respondents identified incorrect characteristics with the brand. We believe that this is a sign that the company isn’t effectively distinguishing themselves from their competitors when it comes to brand attributes. 8. 67. 5% of respondents have tasted Vitamin Water before. 25 of the 40 respondents gave comments about what they thought about the drink. Most of the comments were favorable, and there was only one very negative comment about the taste. Many consumers said that they thought the drink was â€Å"Ok. † 9. People don’t know that there are 15 flavors of Vitamin Water offered. Only 3 respondents (7. 7%) knew that there are 15 flavors. Although we did not get to ask the question, chances are that most respondents haven’t visited the brand website because all 15 flavors are vividly displayed. The problem is that no one sells all 15 flavors (as discussed in the brand inventory). This is a differentiating characteristic of the brand and consumers don’t know about it. If variety is what sets you apart and people don’t have access to it, it doesn’t help the brand. 10. The last question tells us that most of the respondents have purchased Vitamin Water before, which is very good. We would have liked to get into brand loyalty and find out who purchased Vitamin Water a second or third time. There were some people who have tasted the brand but haven’t purchased it yet. This could be due to price or just due to the fact that they didn’t like the taste. Gap Analysis While the brand seems to be doing pretty well, we have determined that there are some gaps in the company’s message which will affect Vitamin Water’s image in the future. The main hindrance we see with the brand is its consistency. It’s very difficult to tell what type of image the brand wants to have because they use so many different spokes people in commercials and advertisements. Consumers aren’t getting a consistent message about the image of the brand because they are seeing everyone from athletes, to actors, to singers. For the first couple of years after a new product release it’s important not to confuse consumers. For instance, now we see well known actors in Hanes underwear commercials, but in the past it was just Michael Jordan. Another reason consistency is such an issue with Vitamin Water is because consumers don’t know exactly what type of drink it is. When Vitamin Water hit the market it made its own category, â€Å"enhanced water. † Most consumers don’t even know what enhanced water is. This is where associations can be very useful. Some of Vitamin Water’s top competitors such as Crystal Light, Gatorade, and Crystal Light are very particular about the type of people that are associated with their brands and making sure that there are consistent associations. Crystal Light. Gatorade is has defined its self as a sports drink. The company understands that people may drink Gatorade at other times, but that is their niche so they only feature athletes in their commercials. Red Bull doesn’t use athletes from main stream sports such as basketball, football, and baseball because they pay particular attention to the brand image they portray through the use of extreme sports and activities deeply rooted in culture. Branding Strategy Vitamin Water has tried to market its self as a â€Å"Lifestyle† drink. This has worked thus far because the drink is new and there’s not a lot of competition. The â€Å"Lifestyle† category may work in other product categories such as clothes and shoes where there is such a thin line between categories. For instance, plenty of people by athletic apparel and wear them as every day clothing. However, in the beverage industry it’s necessary for a brand to distinguish its self by selecting a more specific segment of the market. Recommendation and Implementation We recommend that Coca Cola pick a specific market for Vitamin Water and concentrate its marketing efforts toward that category. This will help them to obtain a consistent message in their marketing strategy and advertisement. The most logical options for further segmentation in the beverage category for Vitamin Water are health, sports, and energy. Health- The name of the drink does imply that it’s healthy, but we don’t recommend that Vitamin Water take that association any farther. Being healthy isn’t one of the most important factors in choosing a drink for Vitamin Water’s target market. Young, hip individuals are more concerned with the way a drink tastes and added benefits. Sports- The only drawback we see with having Vitamin Water in the sports drink category is that there are so many competitors is that specific market segment. Energy- We recommend that Vitamin Water develop its marketing and branding strategy as an energy drink. Vitamin Water contains ingredients such as vapor distilled, deionized water, taurine and crystalline fructose, all ingredients that are seen in other energy drinks. Coca-cola should focus on establishing the drink as an energy beverage opposed to being a health drink. Advertising its flavor as energy enhancing beverages will fit more closely with its endorsers and the â€Å"Lifestyle† branding. Rappers and singers do need energy to perform, so Vitamin Water using 50 Cent and Kelly Clarkson as spokes people makes sense. While athletes also need energy, we recommend that Vitamin Water cease its contracts with athletes such as Brian Urlacher and Peyton Manning. These associations may confuse consumers into thinking that Vitamin Water is a sports drink. Other recommendations for Vitamin Water include cutting back on the number of flavor options it offers and the number of people that they use as endorsers of the brand. The company should implement new flavors slowly.

The great Depression and the World Wars essays

The great Depression and the World Wars essays A Look at the Great Depression of 1936 After reading through the article, I gained very good information of what really happened during the era of 1930s in USA. Whereas I think the main cause for the Great depression was the huge stock market crash that occurred in October 1929 other than the Dust Bowl. The great Depression affected almost every nation. It caused a sharp decrease in world trade because each country tried to help its own industries by raising tariffs on imported goods. Everyone blamed the President Herbert Hoover at that time and people were very upset about his decisions involving the economy. They dealt with anger and elected President Franklin D. Roosevelt. He was the one who helped get the economy back in shape by creating a program called the New Deal. I think the Great Depression is one of the most misunderstood events in American history. It is routinely cited, as proof that unregulated capitalism is not the best in the world, and other interventions can save capitalism from itself. Among the man y myths surrounding the Great Depression are that Hoover was a laissez faire president and that FDR brought us out of the depression. What caused the Great Depression? To get a handle on that, its necessary to look at previous depressions and compare. The Great Depression was by no means the first depression this country ever had, but it was clearly the worst. What made it different that the rest? At the time of the Great Depression, government intervention in the economy was higher than it had ever been and a special government agency had been set up specifically to prevent depressions and their associated problems, such as bank panics. One agency was the Federal Reserve Board and it was to have been the loaner of last resorts for banks in order to prevent collapses as it happened before. I think the most dynamic fiasco, ever recorded which affected life in eve...

Prin of Human Resource Mgmt Essay Example | Topics and Well Written Essays - 500 words

Prin of Human Resource Mgmt - Essay Example Now, more than ever America needs collective bargaining because of the economic and financial crisis it faces. It will help produce efficiency and fairness since the workers’ voice is being heard (Clong , par 15). The goal of the decalogue is â€Å"to lead organizations on a sure path to dramatically improving their performance† (Lapore and Cohen , par 3). It aims to â€Å"provide organizations with conceptually powerful guidelines to manage any organization systematically† (Intelligent Management Inc. , par 1). The ten steps of the decalogue are â€Å"1) establish the goal of the system, the units of measurement and the operational measurements; 2) understand the system; 3) make the system stable; 4) build the system around the constraint; 5) manage the constraint; 6) reduce the variation of the constraint; 7) create a suitable management structure; 8) eliminate the external constraint; 9) bring the constraint inside the organization and fix it; and 10) create a continuous learning program† (Intelligent Management Inc. 1). ãÆ' » To manage effectively and be able to undertake continuous improvement, managers must have the ability to understand the organization as a system. Define a system and provide a simple example of a system. A system is â€Å"a network of interdependent components that work together (to try) to accomplish the aim of the system† (Intelligent Management Inc. , par 1). A system must have an objective or goal. An example of a system is the iPhone 4 marketing system. The goal is to sell a certain number of iPhone 4s. There are several constraints that affect the system such as the demand for the product, which is an external constraint, and the production capacity of the factory, which is an internal constraint. The precise responsibility of the manager in the decalogue is to be able to link the three faculties of the mind, i.e. the intuition,

A topic from your personal knowledge and experience Essay

A topic from your personal knowledge and experience - Essay Example In other words, how their lives affects others. My philosophy of life involves this premise. In a world that is beautiful, exciting and mysterious yet can be brutally unfair, who I am is determined by how my life, my words and actions affect the world and the people in it. This is all I can really control, the person I choose to be. The person that some one chooses to be depends on an almost infinite number of factors including how and where they were raised, environmental influences, choices regarding philosophical thought and, in part, genetic predispositions. However, since the dawn of the internet, people from every part of the world have realized that they can indeed think very much alike those that have had very different life experiences. This proves, I suppose, that where you start does not indicate where you will end up, philosophically speaking. Some do not look at life and the world in the same way as their parents, friends or ethnic group see it, yet some do. It is for higher minds to ponder the reasons for why a person believes what they do but one thing is certain, the path there is very complex and unique to every individual. The roots of my philosophy towards life begin with the Bible yet I do not consider my self Christian, far from it. As a youth, I found the words of Christ simple, to the point and ultimately a path to inner contentment. A life philosophy, I have found, is an evolving viewpoint based on what we learn as we travel through the roller coaster that is life. The Bible gave me the foundation of what I have built upon since my youth. Other philosophies, whether from religions or various ‘wise men,’ that I have read do not contradict, in fact they support the tenets from the book I began with. All books of philosophical content are written as a guideline to happiness. Isn’t an individual’s

The strategy of e-business Annotated Bibliography

The strategy of e-business - Annotated Bibliography Example Because of the nature of these networks, there is then the recognition that the very framework of e-business strategy must be reimagined in conjunction with this new landscape. In this way the article argues that businesses must reimagine strategy based on a more dynamic business environment. The traditional business environment examined strategy in terms of specific goals and long-term visions. The nature of this new paradigm in e-business, however, is such that business must constantly assess their strategic approach in regards to the shifting nature of connectivity. For Li (2004, p. 46) then then this is accomplished through establishing a holistic framework. Within the holistic framework the business will consider all inputs – supply chain management, sales, general business strategy – in a systematic and dynamic process. No longer will business establish a simple long-term vision, but instead will establish a dynamic and agile business strategy for to function within this new paradigm. In pursuit of this new paradigm the article established seven key points. Among these points include the pursuit of margin size and volume rate, and the p ursuit of low cost and high value. The fundamental recognition is that these concerns involve different levels of strategic concerns than the traditional environment had posited. After these theoretical considerations the article examines a case study with a Chinese business. The case study functions to demonstrate the importance of developing a holistic business strategy. Additionally the case study indicates the importance of developed countries establishing effective strategies in its business model when dealing with developing countries. In this way the concept of strategic alliance emerges as a prominent strategic approach. This text relates to the key concepts in the course in a variety of ways. From an overarching perspective it considers the very

Social Work Theories Older Adults

Social Work Theories Older Adults 1. Introduction This essay concerns the application of social work theory and practice with adults within the context of a specific legislative framework. The assignment specifically takes up different aspects of social work theory and practice that concern the carers of old and disabled individuals. It makes specific use of the case study on Betty, her daughter Elizabeth, and other members of Elizabeths family. The case study is provided in the appendix to this essay. It is considered as read and is thus not described in the body of this essay. The assignment deals with the role of carers in the UK social work infrastructure and their needs and rights. It also takes up the importance of interprofessional participation and partnership between social and health care professionals and carers in delivery of social and health care, including the management of risk. 2. Identification of Issue This assignment focuses on the responsibilities, difficulties, and needs of Elizabeth, the 49 year old daughter of Betty, who is 74 and has been living with Elizabeth and her family for the last 2 years. Elizabeth, who is white, is married to Charles (48), who is black and of African-Caribbean origin. They have two children, Mathew (22) and Elisa (19), who live with them. Betty suffered from a stroke two months ago and is recovering in hospital. She has developed poor left side mobility on account of the episode and will require a wheel chair to move about. She has been medically assessed as ready to return home, where Elizabeth is expected to care for her. The situation and the caring relationship, whilst transparent and logical, has become complicated because of Charless redundancy from employment and his strained relationship with Mathew, who is yet to start earning. The domestic environment could become disturbed because of the possibility of Charles resuming his old drinking habits, the tendency of Mathew to engage in substance abuse and his stealing from his grandmother to fund his drug purchases and the possibility of Elisas moving out to live with her boyfriend. An application of Eriksons theory of human development reveals that Betty is now firmly entrenched in her late adulthood, whereas Elizabeth is in her middle adulthood. Betty, if she is properly cared for, will find it easy to accept her life stage and prepare for her final years with complacency. For Elizabeth, these are years of activity and being in charge. Taking care of Betty will add meaning to her life, reduce stagnation, and establish a caring and stable home environment. Elizabeth is obviously in a complex and difficult situation and whilst she must care for her ailing mother, she also has responsibilities towards her husband and children. Social work policies in the UK detail the ways through which social and medical care should be provided to adults in need (Oliver Decoster, 2006, p 243). Specific policies exist for providing medical and social support to elderly people with mental and physical disabilities. Such services are provided through the aegis of social work practitioners, mental health professionals, medical professionals and medical workers. These diverse professionals are expected to work in partnership for the delivery of comprehensive social and medical care to the old and disabled (Oliver Decoster, 2006, p 243). With the majority of such service users being expected to be cared for in the community, in their homes and in the midst of their near relatives, carers form an extremely important component of the social work delivery proc ess (Stalker, 2003, p 67). Elizabeth, in her role as the primary care for Betty forms the pivot for delivery of social and health care services. This assignment delves into the social work infrastructure and policies in the UK that are available for carers and makes particular use of relevant frameworks including the Single Assessment Process and National Service Framework for Older People. The essay also discusses relevant sociological and psychological theories for human development and behaviour and examines the ways in which inter-professional practice and partnership of professionals with carers can help in improvement of social work delivery. 3. Social and Medical Care for Adults and Old People The official approach for providing social and medical care for older people was revamped and improved significantly after the publication of the White Paper on Modernising Social Services in 1998 and the adoption of a national agenda for improvement of care and services (Baker, 2004, p 12). The National Service for Older People (NSF-OP), which was adopted in 2001set standards for the promotion of better services and greater integration of health and social care services for people (Baker, 2004, p 12). The NSF-OP is developed around 8 standards, namely (a) age discrimination, (b) person centred care, (c) intermediate care, (d) general hospital care, (e) stroke, (f) falls, (g) mental health and (h) health promotion. The NSF for older people very importantly introduced the concept of person centred care, which aimed to ensure that older people were treated as individuals in their own right and received care packages that satisfied their individual needs, irrespective of boundaries between health and social services (Baker, 2004, p 12). These standards aimed to ensure the integration of health care and social work services for older people and ca;;ed upon health and social care workers to participate and collaborate with each other to provide holistic and rounded services to people in need (Baker, 2004, p 12). The person centred approach for provisioning of social and health care is an important outcome of the gradual development and acceptance of the social model of disability (Moulin, 2002, p 43). The still dominant medical model of disability assumes that disabilities result from the physical or mental limitations of individual persons and are largely unrelated to their social or geographical surroundings. It places the origin of a problem with a person and states that solutions can be found by focusing on the individual, rather than on his or her surroundings (Moulin, 2002, p 43). Whilst the medical model has for centuries dominated human approaches towards disabled people, recent decades have seen the emergence and the progressive acceptance of the social model, which views disability to be the consequence of social and environmental barriers that restrict people with disabilities from participating in society (Moulin, 2002, p 47). The person centred approach is routed in the social model and aims to empower people with disabilities by allowing them to participate and agree to the medical and social care plans that are made for them (Moulin, 2002, p 47). Such empowerment provides service users with significant independence to participate in their rehabilitation and treatment process and allows care plans to focus on rehabilitation and prevention, rather than on symptomatic treatment (Moulin, 2002, p 47). The single assessment procedure was introduced in the SAF- OP, specifically to further the standard concerning person centred care (Baker, 2004, p 14). The SAP facilitates a single assessment for the medical and social needs of individuals and calls upon respective agencies to work together for provisioning of appropriate and holistic care to individuals in need (Baker, 2004, p 14). The SAF-OP is particularly relevant for Betty, because it provides a framework for providing of holistic social and medical services to individuals who have experienced strokes. 4. The Role of Carers Whilst Bettys medical condition and social needs are certainly addressed through policies like the SAP, the SAF-OP, the progressively greater use of the social model, the person centred approach, the existing social health care infrastructure, the efforts of the individual carer, in this case her daughter Elizabeth, will play a critical role in the delivery of such care. The progressive elimination of hospitalisation and institutionalisation for people with physical and mental ailments and the replacement of such approaches and methods with community centred care commenced in the 1960s and progressively increased over the years through appropriate policy modifications. It is now widely accepted that people with disabilities live far more enriched, satisfied and productive lives amongst their families, friends and communities than in specialised institutions. Betty, after her recuperation from her stroke, is expected to come back into the community, live with her close relatives and family members, and be cared for by people who care for her. Such community care, whilst extremely desirable as an alternative to institutionalisation, however calls for the services of specific carers for individuals, who cannot manage their own activities, and thus need to be looked after by other people (Office for National Statics, 2006, p 1-2). Such carers, in the overwhelming majority of cases, constitute of family members, spouses, siblings, parents or even children (Office for National Statics, 2006, p 1-2) Betty, after her stroke, has reduced left side mobility and will need a wheel chair for her personal movement. Whilst she may, in all probability, be able to look after her own needs to some extent, it is probable that she will certainly need the care of another person. Elizabeth, her daughter and the person with whom she is living at present, is expected to fulfil the role of her carer. Carers occupy a unique role in the British social care infrastructure. Practically 11% of the population, i.e. approximately 6 million people, provide unpaid care in the UK to individuals in need. Whilst practically half of these carers fall in the age group between 45 and 64, many of them are very young as well as quite old. The majority of people who receive care live either in residential premises (Office for National Statics, 2006, p 1-2). Caring for an elderly person, as Elizabeth will be required to do, calls for significant amounts of sensitivity and commitment. Most people involved in care for older people look after parents or relatives who were previously used to looking after them (Weinstein, et al, 2003, p 114). Elderly people often wish to remain self reliant and make their own decisions as long as possible. Such changes in family relationships can often be complex and lead to situations of conflict if they are not handled with adequate care and thought (Weinstein, et al, 2003, p 115). Whilst caring for older people has to be handled with great sensitivity to avoid upsetting the people who are being cared for, it also calls for a great deal of hard work, effort, and self sacrifice on the part of carers (Williams Robinson, 2000, p 18). Carers often have to adjust their responsibilities towards their employers, if they are employed, and to their other family members who may need their emotional and physical support, in order to look after the individuals whose care has been entrusted to them (Williams Robinson, 2000, p 18). With carers playing critical roles in supporting and providing essential services to disabled and ailing elderly people, it is essential for them to work in close coordination and participation with responsible medical, health and social care professionals in order to facilitate the provisioning of holistic medical, social, physical and emotional support to their elderly wards (Stalker, 2003, p 81). Such partnership helps in better assessment of risks that are faced by persons in care and formulation of appropriate care and intervention plans. Social and medical care plans thus need to be carefully formulated by the concerned social workers after appropriate assessment with the use of person centred approaches and the involvement and agreement of the service user and the carer (Stalker, 2003, p 81). Elizabeth, as has been stated before is experiencing difficult domestic conditions at home because of the unemployment of her husband. Whilst her husband Charles did not previously have any objection to Bettys staying with them, his attitude might now change because of her illness as well as straitened domestic circumstances. He has a history of alcohol misuse and domestic abuse and his employment redundancy, as well as annoyance with Matthews unemployment, drug abuse and household thievery may upset him enough to relapse into his old ways. Elizabeth could in the normal course of events expect assistance from her two children in discharging her caring and household duties. This however looks improbable because of Elisas plans to shift in with her boyfriend and Matthews disturbed emotional state and surreptitious misuse of drugs. 5. Assessment of Needs of Carers Carers, like Elizabeth, perform vital and pivotal roles in the delivery of social care to individuals under their care, who are otherwise unable to manage, at home, without some form of support because of issues like disability, mental health needs, and illness or learning difficulties. Such carers have their own problems and needs that can easily be overlooked by the people around them. Elizabeths problems, as explained in the previous section, whilst not apparent are complex and real. The previous New Labour government recognised these needs, and introduced significant legislation for the protection of the rights of carers, through the enactment of the Carers and Disabled Children Act, 2000, and the Carers (Equal Opportunities) Act, 2004. The Carers and Disabled Children Act provides carers with the rights for separate assessments of their needs, if they provide or intend to provide regular and substantial care to others (Department of Human Services, 2003, p 18). The person under care is usually assessed for his or her needs under the provisions of the 1990 NHS and Community Care Act (Department of Human Services, 2003, p 18). This is the best way of helping, both the carer and the person in care. The services provided to people who are in care often helps to support carers through the provisioning of some of the care that is being given by carers. The Carers (Equal Opportunities) Act aims to assure that carers can avail of opportunities that others often take for granted (Department of Human Services, 2003, p 18). Assessments of needs of carers take into account the need of carers to continue with their work, return to work and excess education as well as training or leisure activities (Department of Human Services, 2003, p 19). The provisions of UK law state that carers are entitled to assessment, when they provide, or intend to provide, regular and substantial care to individuals in need, and the person being cared for, can access services from the Community Mental Health Team or the Department of Community Services (Department of Human Services, 2003, p 19). Such rights for assessment provide carers with (a) opportunities to reflect and discuss their own needs as carers, (b) share their caring experiences, (c) obtain recognition for their roles as carers, (d) obtain information and advice, (e) identify and discuss existing and potential difficulties, and (f) create contingency plans for circumstances that may not make it possible for them to continue in their caring roles (Stalker, 2003, p 83). Assessments are made to investigate the ways in which social and health care professionals and the existing infrastructure can help people in their caring roles by maintaining their health and wellbeing (Stalker, 2003, p 85). Such assessments concern issues like different aspects of individual caring roles, availability of breaks from caring, health issues of carers, maintenance of relationships with the person being cared for and others in the family, caring for home, accommodation, finances, work, education and training, support, emergencies, alternative arrangements and the future. As is evident, existing policies aim to make the assessment of carers as holistic as possible (Stalker, 2003, p 87). Such assessments take up a whole range of issues like the time being taken for caring, understanding the condition of the person being cared for, and difficulties in providing suitable care (Stalker, 2003, p 88). Health, relationships, finances, and work, are very important components of the assessment process, and social and health care professionals aim to assess whether carers can be helped in their relationships with people important to them and in their health, their finances and their leisure activity (D epartment of Human Services, 2003, p 19). Assessments for carers lead to personal discussions with them on the help required by them and the preparation of care plans that try to accommodate the wishes and constraints of carers to the maximum extent (Department of Human Services, 2003, p 21). The Department of Community Services can, after such assessment, provide help to both the carers and to the people who are being cared for. The persons who are being cared for can be helped with direct payments in order to allow them to purchase their own care, practical or personal care at home, respite care, adaptations and home equipment, and day care services (Department of Human Services, 2003, p 21). Carers can be helped with support in the form of (a) direct payments to help them to buy the support they need, (b) substitute care in order to enable them to take breaks from caring, (c) assistance with specific tasks and equipment to help them in their caring efforts, (d) advice and support in their role as carers and (e) short brea ks (Department of Human Services, 2003, p 21). Elizabeth can ask for an assessment, discuss her various problems with the social worker and try to work out, not only the best available care plan for Betty, but the ways in which she can obtain help to perform her caring functions effectively, maintain her home, help her children, and continue a good relationship with her husband. Conclusions This essay takes up the analysis of the case study of Elizabeth, her mother Betty, and her immediate family, and uses Elizabeths particular circumstances, as a would be carer for her mother, for an examination of existing legislation, theory and practice in areas of social and health care for adults with disabilities and their carers. Social work policies, practice, and theory for carers, as well as the persons they care for have evolved significantly over the last decade. Whilst assessment policies and intervention tools for adults with ailments or disabilities have been streamlined significantly in order to account for their individual needs and to empower them with independence in choosing their care and treatment plans, the importance of carers in the delivery of social work in a community care environment has come to the forefront. Carers are acknowledged to be critically important in the delivery of care. Social and health workers are expected to work collaboratively and in partnership, with each other and with carers, for the planning and delivery of holistic care and health services that take care of the individual needs of service users. Carers are also entitled to assessment of their needs and various forms of assistance to make their caring duties more effective and less onerous. Whilst Elizabeths responsibilities towards her mother and her family members are undoubtedly onerous, the social and health care policies of the country provide significant facilities that can help in making her responsibilities easier and her life more enriching and fulfilling.

gattom Importance of the Automobile in The Great Gatsby Essay

The Importance of the Automobile in The Great Gatsby    F. Scott Fitzgerald's The Great Gatsby was written about a time of gaiety for a certain set of people. One of the major thematic aspects of the book is driving and the automobile. At the time the book was written the car had begun its establishment as a national institution. This is apparent in one of the central events in the book. Tom's unfaithfulness first comes to light from a car accident in Santa Barbara. He misguides the car and the misdirection of his life is made glaringly evident. The automobile affected Fitzgerald and it influenced the writing in The Great Gatsby. Driving is equated with living. Nick Carraway, describing their ill-fated trip from New York in Chapter Seven of The Great Gatsby says, "...we drove on toward death..."(143) This is both literal and metaphorical. They were driving toward the horrific scene of Myrtle's death. The entire novel deals with living, which is a movement toward death. Driving becomes a metaphor for living. Automotive transport becomes the rhetoric for describing everything. Even nature is related to automobiles. Nick describes the season in terms of elements associated with cars. "Already it was deep summer on roadhouse roofs and in front of wayside garages where new red gas-pumps sat in pools of light..."(25). For these people driving is about the new way of getting around quickly and living life fully. No one is exempt from being touched by the influence of cars. Fitzgerald incorporates the automotive metaphor into every aspect of his novel. This is especially evident when Fitzgerald describes people. Often the basic terminology used is automotive related. Daisy describes Tom as a "great big hulking physical specim... ...ed" that draws the automobile metaphor into it. It is the hit and run style of living that makes The Great Gatsby such a wonderful book, and Fitzgerald's continuous use of cars helps to keep this a vivid image. Works Cited Berman, Ronald. The Great Gatsby and Modern Times. Urbana: U of Illinois P, 1994. Dillon, Andrew. "The Great Gatsby: The Vitality of Illusion." Arizona Quarterly 44.1 (1988): 49-61. Fitzgerald, F. Scott. The Great Gatsby. New York. New York.: Scribner., 1995. Godden, Richard. "The Great Gatsby: Glamor on the Turn." Journal of American Studies 16.3 (1982): 343-371. Mizener, Arthur, ed. F. Scott Fitzgerald: A Collection of Critical Essays. Englewood Cliffs, NJ: Prentice-Hall, 1963. Trilling, Lionel. "F. Scott Fitzgerald." Critical Essays on Scott Fitzgerald's "Great Gatsby." Ed. Scott Donaldson. Boston: Hall, 1984. 13-20.

The Gambia and the Movie Industry

Table of Contents The Globalizing of Films and Introduction of Film Industries into Developing Countries 3 The Globalizing of Films and Introduction of Film Industries into Developing Countries and the Affect on the Business Environment 8 The Globalizing of Films and Introduction of Film Industries into Developing Countries and the Affect on the Business Environment, Case Study: The Gambia 13 Bibliography18The Globalizing of Films and Introduction of Film Industries into Developing Countries Movies, films, cinema, the big picture; all of these are terms used to describe an industry that has captured the minds and imagination of billions of people throughout the world. And what an evolution process this industry has gone through. Video recording has been around since the late 1800’s, and back them the videos seemed more like Claymation technique than anything else. The videos were grainy, stopped a lot, and had no sound. Of course through time improvements have been made. As th e 20th century moved forward, so did the movie industry.Videos became clearer and longer, and so people decided to shoot movies and charge people money to see said films. The early ones of course had no sound and had to use cue cards, but as time progressed so did technology. In just a few short years not only was sound added to the films, but also color, and even 3d technology. So what comes next for this billion-dollar industry? The industry is now taking its business throughout the world; to countries that one would not expect the movie industry to set up camp due to the increase in technology and decrease of technological costs.The movie industry is also becoming less localized, in that the movies that are being produced in any of these countries are not simply made for the local audience, but rather are made for a global audience. Of course, almost everyone in the world knows about Hollywood, and Bollywood is bigger than Hollywood in terms of movies produced, though may not be as well known in the world. Nollywood is a well-established movie-producing powerhouse. In the past, when Hollywood was the main movie-producing powerhouse, Nigeria was probably one of the least places experts in the industry thought would take begin producing movies.Now, Nollywood is a main staple in movie productions each year. It appears as though these â€Å"woods† are beginning to pop up all over the world. Countries, regions, cities, are all beginning to see the benefit to having their own movie producing location. What is causing this trend of areas wanting to set up their own movie producing locations? The main aspect that is leading the way for this increase of â€Å"woods† throughout the world is the fact that movies are now being made in a less localized fashion. There are not nearly as many movies produced that are made specifically for a certain region.A movie producer is no longer going to fund a movie that will only do well in the country that it is made in. No, producers want to make the most money on the films, and that means relating the films to a global audience. Nigeria can be looked at as an example. Nigeria has a decent sized population, but how many people of that population would be willing to pay money to see a film. Not many, there are many other problems that need to be fixed before going to see a movie. So why produce movies in Nigeria for a population that would not sustain the industry? It is because the production costs have gone down so drastically.It no longer takes $50 million to make a movie. Nollywood thrives on its many producers providing small capital to many different movie projects (Haynes). The old movies that were created in, for lack of a better word, developing countries have always been inferior to those created by the US, England, and France. The technicality, special effects, costumes, and so on were never able to compete with the powerhouse countries (Callimanopulos). Now, however, with the lower cost of these techniques, these less fortunate countries are able to use the same technique, or at least those of equal quality.Sure, these countries may not be able to use the newest of filming technology (such as 3d or Imax), however these improvements give these countries a greater edge in the market. In fact, the average cost of a Bollywood film is $1. 3 million, whereas the average cost of a Hollywood film is $13. 6 million (Factoids). No longer are countries following Hollywood’s style of producing blockbuster after blockbuster. Nigerian producers realized that by dividing capital amongst many different projects, the income from each project may not be as great, however the total revenue from the combined projects is plenty to sustain Nollywood.That is why Nollywood has become the third largest movie producing area in the world. The same case can be made for Bollywood. India was an emerging market where movie producers took an opportunity to produce many movies at a che aper cost, and the effect was the same. This style of movie producing is what is allowing these developing countries to, basically, take over the market. A few decades ago the US was producing 5% of the movies in the world, however these US movies occupied 50% of the screen time in the world (Callimanopulos).While these numbers have not changed drastically, they are still beginning to take a new form. The world is producing more movies in general, and the US movies are occupying slightly less screen time than before. This decrease, however, is the forefront to what is expected to be a greater change as time progresses on. In fact, what is happening is that the major studios are begin to see how successful these â€Å"guerilla† movie making tactics is, that they are beginning to want to get into the market as well. For example, Warner Brothers is now financing French films and Fox is financing Latin American films (Toward).This just adds to why the movie industry is globalizin g so quickly, and why it is beginning to reach these developing countries. As these big companies continually invest more money into these less than fortunate countries, then the movie makers will be able to use the newest equipment to make technical better films, ensuring their spot in the global film industry. These movie producers, directors, and writers are now realizing that even with this increase of lower budget films being produced, they need to make sure that the movies produced are made for a global audience, rather than simply a local audience.France is actually experiencing the negative side of low budget film production. The number of French films produced is well over 200 a year now, however with so many of these low budget films being produced, the audience is beginning to see fewer films because of the repetitive nature of the films (Hayes). What French filmmakers failed to do was to look ahead at the big picture. Instead of writing scripts and backing films that the French society will only understand, they should have been producing films that a global audience can enjoy. By continuing to produce movies that can only be relevant in France, the audience gets bored.If these movies were more globally friendly, then there is less of a chance of the audience getting â€Å"bored† with the same predictable movies. It is this thought of less localized more globalized filmmaking that has opened the door to new areas of film. For example, 20 years ago China and Korea films were unheard of. The movies that they made there were made specifically for those countries. Now, it is very common to see Chinese or Korean films in theaters around the world (Toward). The movie industries within these countries realized that simply producing movies for their citizen’s alone is not enough.In order to stay relevant they would need to begin to produce movies that the global audience can enjoy. Specifically, South Korea has taken this attitude and run wit h it. A decade ago, South Korea was hardly in the movie scene. The current system of localizing the films was flawed. Instead, the film industry began producing movies with less nationalism so as to appeal to the global audience. As a result, the country produced The Host, the most successful movie in South Korean history, beating out worldwide famous movies like Titanic (Lee).The reason this movie did so well is that it did not focus on issues simply related to South Korea. It was a contemporary look at a monster attacking a city. Before this movie was produced, most South Korean films depicted the lifestyle of problems facing South Korean citizens. By taking on a movie that appeals to the global audience, they were able to reach a larger number of people, resulting in a much more successful film. This concept of producing fewer localized movies is allowing these smaller film industries to compete with the likes of Hollywood and Bollywood.If these smaller nations were to simply pro duce films that appealed to their own country, there would not be enough demand to sustain it. There are a lot of people in the world, and by reaching out and connecting with that audience, the smaller film industry nations are able to thrive as efficiently as the leading film industries. The Globalizing of Films and Introduction of Film Industries into Developing Countries and the Affect on the Business Environment This shift in the production of films affects the business industry in many ways. Being such a large industry, a multibillion-dollar industry. This industry is also very versatile.It does not take a lot to have the industry fall apart one year and bounce back with record numbers the following year. Since the movie industry is so big an impacts so many people, this versatility can drastically affect the business that is done in the entire country. This may not be true in the United States since there is so much other business that gets done in the country, however just th ink about the impact it could have on a small country. If the country loses small country without a high GDP loses another couple billion dollars form a poor movie year, then that country will suffer directly from that poor year.The opposite is also true. If that same country has a magnificent year in terms of movie productions and sales, then the entire country’s GDP and way of life will improve directly due to the movie industry. Since the movie industry is so vast and covers so many different areas of the business sector, including marketing, management, and finances, a country’s entire economic well-being could depend directly on the success of that movie industry, which relies on the experiences of the marketers to sell those films. Most people would consider actors, directors, and producers to be the most important part of filmmaking.Of course, these aspects are very important, but it is hard to admit that those aspects are the most important part. Just thinking about it for a second. If a movie were to have the best director of all time, director the best actor of all time, acting the best scrip of all time, it would seem like it would be the formula for an extremely successful film. The problem is, if no one knows about the film how is anyone going to be able to see it. If there are no ads, promotions, or tours, how is the movie going to make a profit.The muscle behind the movie could be the actors and directors, however the brains behind the revenue and eventually profits are the marketers. This becomes especially important when thinking about the shift of localized films to globalized films. It is one thing to be able to market a movie properly to one country, but it is entirely different to market the same movie in 5 different regions across the globe. The first place to look is towards Bollywood, the largest film industry in the world, located in India. The films produced in India are unique to their own country.These movies tend to b e, a lot of the time, musicals, which can be difficult to introduce into new territories. Recently, however the Bollywood film industry has looked toward producing more global friendly film. Just look at the success of Slumdog Millionaire. This movie stars unknown actors from Bollywood, and went on to be a huge global success, even going as far as winning at the Oscars. Similarly, one year later Bollywood released a period-epic movie entitled Jodhaa-Akbarr, which was the most successful Bollywood film at the time, being released in 26 other countries.The following year, My Name Is Khan was released in 70 countries, taking over as the most successful release from Bollywood in terms of release countries and revenue (Mahmood). This clearly shows that Bollywood is following the trend of trying to release more globally friendly films, but the important part that always gets overlooked is that marketing of these globally friendly films. It is put best when it was said, â€Å"In Bollywood today, if the box-office is King, then marketing is the Queen† (Bollywood). This seems to put Bollywood in the best perspective.Of course, box-office and revenue are the ultimate goal of any movie being released in Bollywood, which is why box-office can still be considered king. On the other side, these movies could never reach those revenue streams without marketing. The two go hand-in-hand. With countries such as India trying to release produce globally friendly movies, marketing becomes even more important. This can include creating a trailer that will attract the attention of the most consumer, to actually doing the market research to find out which country’s would be the best to release the film in and which countries the film would not fare well in.This is connecting the film to the audiences that are most likely to create a large return on profits (Arons). The cost to market a movie properly has gone up. The audiences are expecting to see more trailers, more app earances, more billboards, more everything, and as inflation and prices begin to go up, it is easy to see how expensive it can become to promote a movie (Bollywood). This again details the importance of picking the right countries to release the movie/market in. If a marketer fails to pick the right country, it can be a large expense on the film company.It is the marketers job to put in the time and money to promote the movie in the best way possible on the smallest budget possible. These movie companies in areas like India do not have the amount of spending that US film companies have, which is why it is so important to count every penny. In addition, Bollywood continues to find new markets in which to export. In fact, in the past 4 years there has been a 60% growth in overseas sales (Lorenzen). As these sales continue to rise, there will be more need for marketers.The importance of all of this is that as more countries, like India with its Bollywood, begin to improve their movie i ndustries, they are going to need marketers. As the movies that these movie industries produce, such as in South Korea and Taiwan, begin to look towards the global market with their movie productions, their marketing tactics need to improve. Since most countries with a film industry are making globally friendly films, the need for marketers, accountants, and the likes will increase. A company will need a lot more employees to promote a movie abroad as compared to promoting one in a single country.The need of so many new employees to keep up with the demand of overseas promotion can vastly help the economies of any country, especially those that are less fortunate than our own, which is where many of these new film industries are popping up. A little over a decade ago, Nigeria was a crime-ridden country that where people were afraid to leave their homes. This was before the time of Nollywood (Obhafuoso). This, obviously, would lead to a problem with the economy. If people were afraid to leave their homes, how would people spend money? How does an economy survive without money being spent?The short answer is that it cannot. To make matters worse, the reason people were turning to crime was because there was no work to make money at. It was a vicious cycle that seemed to have no end. Nollywood became Nigeria’s answer to these problems. If the country could get people jobs, and give them a decent wage, then that would (at least in theory), reduce the number of people who would have to turn to crime to support themselves and their family. Did the theory work well in the business world as well as it was suppose to? In short, yes.To put it into scope, Nollywood is considered the second largest employer of labor. Each film that is made employs, on average, 130 people (Obhafuoso). So how many movies are made each year? Well, each week, there are 30 new movies that hit the market. That is 4,500 movies each year (About Nollywood). This is a drastic change from the late 80’s to early 90’s. Back then it was extremely dangerous to walk around and even harder to find work. Now, with the growth of Nollywood, not only are the streets safer, but the way of life of the citizens is improving because of the money that is generated from the movie industry.These employees of these 4,500 films are going home with a minimum of 5-10,000 naira per film, but can make up to 20-25,000 naira. That is equal to about 128 US dollars (About Nollywood). It may not sound like a lot, but that kind of money really can change the lives of a family, economically and socially. By raising a kid on a fair day’s wage, that same child will see that it is possible to make a living without the crime that seems to plague the country at the moment. It is a turning point for the country.Nollywood injects the country with $250 million dollars a year (About Nollywood). In a country that was not well off to begin with, that is a huge difference. This one industry has single handedly changed the economic downfall of a country. There are of course still problems, still crime, still unemployment and poverty in the country, but there always will be. This film industry can be an example of a tool that can be utilized by a country to fight poverty and crime, and vastly improve the economy and standard of living throughout the country.The Globalizing of Films and Introduction of Film Industries into Developing Countries and the Affect on the Business Environment, Case Study: The Gambia Now the question turns to where to next open a movie industry. Africa seems to be the newest location where these new film industries (like Nollywood and Bollywood) are being created. A movie industry is exactly what many of these African countries need. There is not a lot of stability in these countries, both politically and, more importantly, economically. As shown earlier, a film industry can pump a large amount of money into an economy as ell as employee many ci tizens with jobs and a steady income. One country in Africa that seems to be looking at these statistics is The Gambia. Gambia is located on the western shore in Northern Africa. In Gambia, about 60% of the population falls below the overall poverty line. This can be due to the fact that the unemployment rate in the country is over 40% (The Gambia: An Assessment). With such a high unemployment rate, it is difficult to maintain an economy. The introduction of a national film industry in Gambia would allow for the economic growth that the country seems to be in need of.If a country wishes to be economically successful, it is important to be a part of the global economy. A country does not need to be a part of the global economy to sustain itself, but of course life can be made easier for the citizens of global economy countries. It appears that Gambia, and its 1. 8 million citizens, are struggling with their economy (History). If 60% of those 1. 8 million people are out of work, then there is clearly a need for the creation of new jobs. As stated earlier in the paper, many countries have had similar problems with their economies, and needed to change something.These countries saw the film industry as an opportunity to help its citizens. The film industry can be made extremely global if done correctly, which would allow for greater demand for films and create more jobs. Gambia is following suit by attempting to also start its own economy. There was once a short lived film industry in Gambia, but was shut down by the government in 1994. Since then the government has had major control of media outlets such as radio and television (History). Over the years the country has been slowly switching to give the people more power and control over their lives.It is this slow shift in power that is allowing Gambia and its citizens to have another go at creating a film industry. The government is also beginning to understand the need for change in such an impoverished country . Since the citizens are now able to vote for their leaders, it is now of more importance of these leaders to keep the citizens happy. If the country is not making any money for its citizens, then these leaders will not be re-elected. This is extremely important because the creation of such a big industry in a country of poor economic standard would require support from the government (Kasumaye). In order to get movie roducing off the ground, there needs to be investments. How can people invest if no one has enough money? That is where the government needs to step in and begin to financially back this industry. As the movies begin to take off and sell and make profit, then the industry will be able to sustain itself. Until then the government needs to understand the effects such an industry can have on Gambia. It seems strange to think that the government should back an industry such as filmmaking. Would it not be better to back things such as farming? Farming is important, but farm ing will not bring the country into the global economy.The film industry in Gambia has a large impact on the citizens of the country. It creates commerce throughout the entire country and teaches the individuals in the country new skills (The Gambia and its). Any kind of film costs a lot of money. In fact, simply look at The Hobbit. The new movie was filmed in New Zealand, and contributed more than 2. 4 billion dollars to the New Zealand economy (Child). That movie is an exception, since they are such large production unites, however it just goes to show that one movie really can make a difference in the economy.The film companies need to feed their workers, hire clean up crews, etc. , and if Gambia creates a major film industry with many movie companies, then the economy will reap the benefits as much as the CEO’s. Going hand in hand with an increase in commerce is that fact that a new industry will create many new jobs for the citizens. In fact, it is estimated that a film industry created in The Gambia would employ, at a bare minimum, 5,000 Gambian youths (Janko). This does not include the actors, directors, or any of the business aspects (such as marketers, accountants, financers, etc. . This is simply extra people needed on set to help with set up, tear down, dining, and every other aspects involved with filmmaking. As the industry begins to take off, so will the amount of jobs available. The more movies that are made, the more jobs will have to be filled. These 5,000 jobs can increase to 20,000 if the film industry grows. Nearly 20,000 new jobs can be a huge benefit to an economy that is suffering from high unemployment. Clearly as more people get jobs and begin to receive a steady income, the more money families will be able to spend on the market. The ore money that is spent on the market, the faster the economy will turn around. The faster the economy turns around, even more jobs will be created to keep up with the improvements. In fact, a well organized film industry could not only help the standard of living in Gambia, but also the surrounding areas as well (Sankanu). As the industry grows, it is very possible for citizens of surrounding countries to migrate over to Gambia in order to be apart of the industry. This influx of new people also means that these same people will be spending their money in the Gambian economy.Also, as the Gambian film industry creates more and more globally friendly movies (if they continue to follow the current trend in movie making), then the surrounding countries could be big importers of these films. Countries closer to Gambia may find Gambian films more appealing than, say, a Hollywood blockbuster. These imported movies can clearly help both video stores and movie theaters in these bordering countries to survive. As stated earlier, marketing is one of the most important factors in the film production process. The consumers need to know about the movie in order to see it.That being said, a Gambian film industry would open the door for all sorts of marketing professionals, both local and global marketers. It would seem pretty obvious that the locals of the country would work on the local promotion of the film. It would not be too far fetched to think that a movie company would want to hire a professional marketer from an already well-established company overseas. It can be a safe assumption that these kind of professionals will most likely have more experience with this global marketing than a native individual from Gambia. Normally, marketing a film globally would be extremely difficult.However, due to the established tourism industry and breathtaking scenery, Gambian movies may be easier to promote to the world than, say, a movie from Chad (Kasumaye). If the world has a basic understanding of The Gambia, then people will be much more open to watching a film from Gambia. This makes the jobs of whatever marketing professional get the job that much easier. The Gambia is currently struggling to improve its economy and standard of living. The unemployment is too high and their economy is not sufficient enough to give its citizens a proper standard of living. Nigeria was in a ery similar situation, and by adding a film industry, hundreds of millions of dollars was expelled into the economy, creating jobs, and improving the standard of living. The Gambia has a similar opportunity, in that there are plenty of actors, directors, and writers that want to create films, there just does not seem to be enough capital to truly get the industry off the ground. The government needs to realize this opportunity, and fund (at least for the beginning) the creation of this industry so as to create a greater flow of cash and employment throughout the country.This will create a large number of new opportunities for marketers to jump into the new industry to become a part of the growing phenomenon. A Gambian film industry can not only help the economy and business th rive in the country, but can also create new business opportunities on a global scale as well. Bibliography â€Å"About Nollywood. †Ã‚  This Is Nollywood. N. p. , 2006. Web. 08 Nov. 2012. . 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