MEDICAL NEGLIGENCE Essay Example | Topics and Well Written Essays - 1000 words

MEDICAL NEGLIGENCE - Essay Example Nurse Rachett is an experienced intensive care nurse, therefore any decision she makes concerning the treatment offered in the intensive care unit is justified. However, Nurse Rachett is not a surgeon and could not make any decision concerning the operation and the breathing device without consultation from Dr. Kildare was not appropriate. The attempt to clear the breathing device while she was supposed to summon Dr. Kildare as directed is a medical negligence because Rameez ended up dead. Therefore there is a medical negligence on the part of Nurse Rachett. Rameez was forced through emergency to have surgery performed by Dr. Kildare; however, Rameez could expect the specialist surgeon’s degree of skill because Dr. Kildare was a specialist. In the intensive care, Nurse Rachett is mentioned as an experienced intensive care nurse; therefore Rameez expected and deserved an expert service. Rameez died out of the negligence of Nurse Rachett because she failed to summon Dr. Kildare, may be Rameez would have recovered if Dr. Kildare was summoned to clear the breathing device. Just like the motorists owe a duty of reasonable care to other road users, Lister N.H.S. hospital and its medical staff also owe to Rameez duty to care for his well being and safety. Breach of such duty may result into claims for succeeding damages. However, a difference exists between these two parties is that while majority of people, as a matter of common sense can decide on circumstances where motorists ride carelessly, most of medical treatments entail highly technical and specialized skills. For instance, the insertion of breathing device and decision to carry out an operation on Rameez required specialized and technical skills. If executors of Rameez decide to file a suit, then according to Tom (2005), a court of law will have to get more evidence from other medical specialists on the usual safeguards and correct procedures observed in specific medical treatments before making any d ecision on the damage caused as a result of negligence. Lister N.H.S. hospital was responsible for protecting Rameez from harm and to offer acceptable level of care. As Rameez’s executors, they are entitled to file a complaint if Rameez never received reasonable care and standards as this amounts to breach of duty of care owed to Rameez. Whenever there is breach to this duty of care, a medical negligence is usually committed by health professional. Doctors are responsible for ensuring that patient understands all risks associated with treatments so as they can provide an informed consent. Failure of which there is claim for medical negligence can be pursued. The case of Rameez amounts to medical negligence because Nurse Rachett failed to summon Dr. Kildare and hence did not provide reasonable care to Rameez which resulted into his death. According to Tom (2005), in order to claim this negligence in the part of a health professional (Dr. Kildare and Nurse Rachett), the plainti ff (Rameez) and his executors must prove the following: That duty to care was owed to the patient: legal duty for care exists any time health care provider or hospital takes care of the patient’s treatment. That duty to care was breached: the health professional failed to conform to and/ or provide acceptable standards of care That breach of duty for care caused harm or injury to the patient: the breach of duty for care is the proximate cause of injury or harm suffered by the patient That patient actually suffered a loss or damage: without

Foundation Essay Essay Example for Free

Foundation Essay Essay B-boys and B-girl are in the Hip-Hop world. A lot of young people in the world are interested in hip-hop and that music. When we think of hip-hop, we are likely to think about: they are African American, aggressive and rap-music etc. Why do we consider the stereotype of hip-hop? What is based on our thinking about this stereotype? Before we discuss about them, we need to know what hip-hop is. Why do B-boys and B-girls interest in the hip-hop? We focused on the term: hip-hop. Foundation says that hip-hop is used to refer to three different concepts. When we understand the concepts of hip-hop, we are likely to understand about B-boys and B-girls as well as why they becomes to be B-boys and B-girls. Even though, they may break our society rule, they are likely to follow their hip-hop concepts. For better worse, people should follow their own rule. Hip-hop is established dance and music category. These idea is not based on anything so this is my hypothesis whether B-boy follow the concepts or not. The most important aspect of this variety of the hip-hop is that it is unmediated. In other words, the idea of hip-hop is happened B-boys and B-girls spontaneously. They just express themselves on the hip-hop. It seems to be the advertisement without no product. That reality became to be the hip-hop culture. These ideas often appear in the period of adolescence. In this period, young people do not make their identity so that they are stumped about themselves. In that time, when they meet hip-hop, they are interested in hip-hop because it is easy for them to express. They just dance using their body, and do not use specific tool. Second, the term hip-hop refers to a form of popular music that developed, or was developed, out of hip-hop culture. It means that rap-music came from the interaction between hip-hop culture and the preexisting music industry. Hip-hop is strongly related to the rap-music. A lot of people can connect to hip-hop to listen to rap-music. Thirdly, the term hip-hop is increasingly used as a kind of loose demographic designation for contemporary African American youth, regardless of whether or not they have any overt connection to rap music or to other hip-hop arts. These idea turns out to be phrases as the hip-hop attitude and the hip-hop generation. In view of this sense, hip-hop is usually invoked to emphasize age and class over race when singling out young African Americans, either for praise or criticism. As we know, the culture of hip-hop is related to young African American. However, some problems are likely to arise in our society. In one online cone column, Jason Whitlock blames hip-hop for the lack of discipline among contemporary football players. Hip-hop is the dominant culture of black youth. In general music, especially hip-hop music is rebellious for no good reason other than to make money. Rappers and rockers are no trying to fix problems. They create problems for attention. That philosophy, attitude and behavior go against everything football coaches stand for. They’re in a constant battle to squash rebellion, dissent and second opinions from their player†¦ what we’ re witnessing today are purposeless, selfish acts of buffoonery. Sensible people have grown tired of it. Football people are recognizing it doesn’t contribute to a winning environment. Whitlock2007) This column expresses well how hip-hop culture relates to our society. It seems to be biased this story by author, however, taking three hip-hop concepts into consideration; his statement is likely to be reliable. As he pointed out, hip-hop music is rebellious for no good reason other than to make money. I think that his opinion is the same as that of most people. Hip-hop culture, part icularly, black American culture is likely to be against our society. This culture seems to relate to the counter culture. Counterculture was popular from 1960 to 1970. Hip-hop culture began in 1970 so young people in around 60s and 70s were definitely affected by counterculture. To wrap out the term of hip-hop, black American lives in the hip-hop culture and then they become to be B-boys and B-girls. They are interested in the rap-music. Their idea about hip-hop seems to be the advertisement without promoting product. Their life is hip-hop culture and one of B-boy and B-girls way to express them. I consider the history of classic B-boy and hip-hop. We have already known about what the term: hip-hop is. It is good order to learn the history of classic B-boy and hip-hop. When we understand the history and the meaning of hip-hop, we will get what they want to dance, why they want to dance and how they dance on the hip-hop. Also, we should check whether my hypothesis is correct or not. In the early hip-hop era, they did not use hip-hop songs. These songs were the rock and funk songs. Their originators danced to in the half-decade between hip-hop’s emergences as a sociocultural movement around 1974 and the development of an associated musical gene rein 1970. By the mid-70s the musical breaking the song had taken on a new life as a historical break between the end of soul culture and the beginning of hip-hop culture. † The breaking in the hip-hop is important for them to dance on the hip-hop. The brake is the original essence of the dance and the seed of its tradition. In this case, these breaking do not lead to rebellion; Jason Whitlock talked, in our society. However, from point of view of the roots of hip-hop, breaking songs and creating problems, Jason pointed out, is the same thing. Without lack of information about the term of hip-hop, we do not reach their breaking idea. That’s why leaning the term of hip-hop first is the most important. â€Å"B-boys songs are valued as frameworks forth act of B-boying because they combine practical factors that facilitate the particular dance style with socio-historical associations that place any given performance in the context of b-boy history. †¦ The earliest B-boy danced to these songs in their entirety, saving their best moves for the break therefore the deejays began to focus on the breaks in the first place. The hip-hop is influenced by samba, mambo, salsa and Latin music. The syncopation of samba rhythms is fundamental aspect of the relationship between movement and suppressed elements of a composition. So, B-boy and B-girl’s dance is based on samba and then they arrange their dance to express themselves well. In view of Latin music, conga drums had become one of the important sounds to arise Afri can American musical nationalism. The instrument was an important part of the sound of another of America’s great cultural achievements: funk. The vibrant music relationship that b-boys and B-girls maintain with these songs belies easy stereotypes about the relative value of live versus recorded music. † In other words, without recoding of these songs –the way they seem to capture and time an place in which they were made is an important part of their appeal. Their emotion and dance expresses themselves at that time. So, recording their feeling and motion seems to getting decrease value. When we think of the concepts of hip-hop, it makes sense that no recording about them is more value than that of the recording. They just dance for expressing themselves. That reality became to be the hip-hop culture. It is generally accepted that reality is more important than recoding reality. For example, we think of rock concert and that video. Which one do you think that things of value are? It is needless to say that we choose the rock concert because the concert is definitely more valuable than that of video. In conclusion, B-boy and B-girl have followed by their rule. They have been adding some dance and music on the hip-hop and developing their skill of dance and music. I believe that their breaking will be potential for producing new dance and music categories in the future. After leaning the concept of hip-hop and their early activities, my image of hip-hop is dramatically changing to that of favorable impression. When we encounter the unknown thing, we are likely to regard that as bad thing. However, in most cases, it is too much biased by mass media. Most people in the hip-hop world are striving for developing their dance and music, and they follow the concepts of hip-hop. Their hip-hop world including dance and music is keeping for expanding our world. They will create their new way of expressing themselves.

An Analysis Social Media Media Essay

An Analysis Social Media Media Essay We have witnessed lots of changes in the communication field over the past few years. Different types of communication media have been emerging and making their way into the market and have made the communication needs of the customers cheaper owing to competition. Internet is one of those things that contributed to the revolutionary changes in the recent times. There have been many changes and different stages of evolution in the said field even with the use of internet. Different methods and technologies have been evolving to use the internet in a better way. Social networking is one of those that have and have been making the internet exciting by the day. The latest buzz Social Networking added to make users more interactive with their friends (Ivanauskas, 2009). Social Networking sites like Facebook, Orkut, MySpace, and Twitter are already in to the market and making their presence felt by having lot of members join their networks and communicate with their friends and buddy list through their websites. The above mentioned social networking websites have bridged a lot of gap between friends who are priory difficult to stay in touch. They also have many users friendly and value added features such as sharing media and playing online games etc. The increasing demand for these websites meant the marketing companies have started focussing on these websites to attract the unique customer groups these websites represent. The latest buzz in marketing that reaches customer directly has been social networking. Aim: Main aim of this dissertation is to know how the social networking influences the current generation through the extensive utilisation of social networking for marketing purposes and evaluating the social networking sites as a medium of advertisement. Objectives: To study the effect of social networking websites on the current generation. Researching latest marketing strategies of business by using Internet Technologies including social networking sites Conducting a consumer survey about the usefulness and effectiveness of advertisements in social media networks. Context: First online community created was SixDegrees.com in the year 1997. And it used allow users to create their own profile and make them available to their friend by adding to their friends list (Adrian, 2008). The first ever social networking website however did not stand the tide of time and was closed due to reasons which are out of scope of this dissertation. The time spent by the netizens on the social networking sites is increasing by the day and the recent studies only go on to show the same. The community websites hold major part of Internet traffic and it increased 230% since from 2007 (Diana, 2010). The time spent on the internet increased by around 65% by the users in UK from 2007 to 2010 (Burrows, 2010). The statistics also show that the average age of the users of the social networking sites is predominantly low like in the 20 to 30 and 30 to 40 groups due to various reasons. (Michael, 2008) The projections also indicate a billion users for the social networking sites by the end of 2012. The increasing strength of these websites makes the marketing departments rethink their marketing strategies. After going through lots of articles and statistics related to online communities, it has been observed that the latest market trend was revolving around these networking sites and making most of this to their business advantage. Acknowledging the fact that teenagers do spend a lot of time online, it would be interesting to take advantage of this new trend and utilize it for the classroom more specific to the teaching and learning process. (Pingdom, 2010) Experts predict that between 2007 and 2011, U.S. ad spending on social networks will grow 180% from $900 million to $2.5 billion, as illustrated below in Figure II, which is attributable to increased revenue projections of the popular social networking site Facebook and increased spending on niche social networks (Zarina, 2009). It is indeed surprising to observe the share of internet marketing in the youth related companies. Modern marketing companies started making tools to make use of this trend and the same can be observed by studying these websites. In fact many companies adopted marketing in social networking websites as their major outlet of advertising and publicity. (RedBridge, 2008; MLC, 2008) The companies are also undergoing a major change technologically like adopting technologies such as web 2.0 to use the marketing space and opportunity in the modern websites such as Facebook, twitter etc which are mentioned above. According to Bakardjieva (2004), technologies of communication media were instrumental factors in building up successful communities that exists today. The increasing demand for the online communities and social networking websites is making new companies enter the arena. The investments of major IT companies in the already existing social networking websites (Google invested $900 million in MySpace and Microsoft $240 millions in Facebook) goes on to show the obvious which is the potential of these sites for the future (Ivanauskas, 2009). The investment is looked upon not as a business opportunity but rather as a marketing venue for these big companies to promote their already existing products. Companies on the other hand besides grabbing big opportunities such as above also are not missing out on being on the user side of these websites and being part of the plan when it comes to their target population. Almost everyone these days seem to have their presence in almost all the social networking sites which are most common in those respective regions. An account in Facebook, MySpace and Twitter seem to be the most common thing to most companies to reach out to customers on a direct basis. The customers are rising their doubts and the interaction is what is making the use of these websites so unique compared to other marketing strategies (Grunert, 2009). The above unique facts about the social networking and the new trends of marketing that are starting to spread making use of the same made the choice easier. It was decided that the area has lot of scope for research. Literature Review: According to Linda Peters (1998), the Web presents a fundamentally different environment both as a medium and as a market from traditional communication channels perspective. Itcreates the Marketspace a virtual realm where products and services exist as digital information and can be delivered through information-based channels (Rayport and Svikola, 1994). The companies and consumers quickly adopted the new concept of the new interactive world for their own benefits. These interactive channels allowed companies to reach new markets or have a grater influence in the existing oneà ¢Ã¢â€š ¬Ã… ¸s (i.e. example media companies transferred their news papers in order reach new audiences) and the consumers had an opportunity to save time and money by communicating, looking for information or buying product and services online. The concept of interactivity has been extensively researched in advertising and marketing literature and was summarized by Johnson (Johnson et al, 2006) According to Liu Shrum (2002) emergence of new media (Internet), brought new models of interactivity: user-to-user and user-to-message. Contemplating about user-to-user interactivity Ha and James (1998) suggested that the more communication in a computer-mediated environment resembles interpersonal communication, the more interactive the communication isà ¢Ã¢â€š ¬-. Steuer (1992) defined users-to-message interaction as follows: à ¢Ã¢â€š ¬Ã¢â‚¬ ¢the extent to which users can participate in modifying the form and content of a mediated environment in real timeà ¢Ã¢â€š ¬-. Lee (2005) summarized the main components of online interactivity Commercial online services and the introduction of the Web have created the potential for a mass interactive dialogue between exchange parties (Peters, 1998). The world have witnessed the evolution of a universal interconnected network of audio, video, and electronic text communications that blurred the distinction between interpersonal and mass communication and between public and private communication (Neuman, 2003). The new market space changed the behavior of the people and the communication models. The shift is then from a one (firm)-to-many (consumers) model of communication to the many-to-many model where contribution to the medium and the message may come from both directions (Hoffman and Novak, 1996). Chaffey (Dave Chaffey et al., 2007) argues that such kind of communications allows mass customization and personalization and the messages send trough Internet can be targeted more effectively. Moreover, the Web is changing the traditional marketing communications concepts as t he consumers can go all the way from awareness to interest to desire to action (AIDA Framework), all within the same medium and within the same session (Economist, 2008a). Andrew L. Shapiro (1999) argues that the emergence of new, digital technologies signals ia a potentially radical shift of who is in control of information, experience and resources. One of the key features of the new electronic communication media is the ability of consumers to control both contact and content (Peters, 1998). Sohn and Lackenby (2002) suggest that individuals participation in social communication processes is the crucial factor for increasing the perceived interactivity of the Internet (citied in Stafford and Ronald, 2005). Moreover, according to Normann and Ramirez (1994) the consumers become co-producers, because the value is constantly created in interaction with many different players, including consumers, suppliers, employees and managers. As a result, marketers are losing control over the communication messages their trying to deliver to their consumers. According to Gatarski and Lundkvist (1998) when communication, in the meaning of sharing information, meets i nteractivity, it creates not simple massages but forms two-way conversations. These conversations can be applied in production as implementation of mutual ideas (consumers and producersà ¢Ã¢â€š ¬Ã… ¸) in order to create new enjoyable products or services. 2.1 Introduction to changing media and communications landscape The last century was a gold age for the media development. The new technologies as Telephone, Radio and Television have changed peopleà ¢Ã¢â€š ¬Ã… ¸s lives forever. The new ways of communications have been successfully adopted and become a norm. The last decade of the century brought the new innovative technology Internet. As predicted by Newman (1991) Internet: Altered the meaning of geographic distance. Allowed the huge increase in the volume of communication. Provided the possibility of increasing the speed of communication. Provided opportunities for interactive communication. Allowed forms of communication that was previously separate to overlap and interconnect. Grieco and Holmes (1999) (citied in Combe et al, 2003) identifies three powerful features of Internet: 1. Disintermediation or the removal of brokers by allowing direct communication across spatial and sociometric distance; 2. Asynchronicyty of the removal of temporality as a barrier to communications; 3. Oculacy or the ability to communicate messages through images. According to Hermeking (2006) The global spread of modern technology, including information and communication technology (ICT), is commonly regarded both as an indicator of the postmodern era of globalization and as the very precondition for that era of intensive worldwide interactions of people and exchanges of goods, services, information, and capital. Hoffman (Hoffman et al., 1995) argues that the popularity of the WWW as a commercial medium (in contrast to other networks on the Internet) is due to its ability to facilitate global sharing of information and resources, and its potential to provide an efficient channel for advertising, marketing, and even direct distribution of certain goods and information services. In the recent years Internet witnessed amazing growth, according to Internet Consumption Report (Soumukil, 2008) the 21% (1,407,724,920) of the world population (6,676,120,288) are internet consumers. Most of them live in well developed regions as North America where internet penetration is as high as (73.1%), Australia (57.0%) and Europe (47.7%). Peters (1998) suggest that no other technological innovation has captured the imagination of users with the speed and impact of the Internet (Graph 1). According to Linda Peters (1998), the Web presents a fundamentally different environment both as a medium and as a market from traditional communication channels perspective. It creates the Marketspace a virtual realm where products and services exist as digital information and can be delivered through information-based channels (Rayport and Svikola, 1994). The companies and consumers quickly adopted the new concept of the new interactive world for their own benefits. These interactive channels allowed companies to reach new markets or have a grater influence in the existing oneà ¢Ã¢â€š ¬Ã… ¸s (i.e. example media companies transferred their news papers in order reach new audiences) and the consumers had an opportunity to save time and money by communicating, looking for information or buying product and services online. The concept of interactivity has been extensively researched in advertising and marketing literature and was summarized by Johnson (Johnson et al, 2006) (Appendix 1.1). According to Liu Shrum (2002) emergence of new media (Internet), brought new models of interactivity: user-to-user and user-to-message. Contemplating about user-to-user interactivity Ha and James (1998) suggested that the more communication in a computer-mediated environment resembles interpersonal communication, the more interactive the communication isà ¢Ã¢â€š ¬-. Steuer (1992) defined users-to-message interaction as follows: à ¢Ã¢â€š ¬Ã¢â‚¬ ¢the extent to which users can participate in modifying the form and content of a mediated environment in real timeà ¢Ã¢â€š ¬-. Lee (2005) summarized the main components of online interactivity (Table 1). Commercial online services and the introduction of the Web have created the potential for a mass interactive dialogue between exchange parties (Peters, 1998). The world have witnessed the evolution of a universal interconnected network of audio, video, and electronic text communications that blurred the distinction between interpersonal and mass communication and between public and private communication (Neuman, 2003). The new market space changed the behavior of the people and the communication models. The shift is then from a one (firm)-to-many (consumers) model of communication to the many-to-many model where contribution to the medium and the message may come from both directions (Hoffman and Novak, 1996). Chaffey (Dave Chaffey et al., 2007) argues that such kind of communications allows mass customization and personalization and the messages send trough Internet can be targeted more effectively. Moreover, the Web is changing the traditional marketing communications concepts as t he consumers can go all the way from awareness to interest to desire to action (AIDA Framework), all within the same medium and within the same session (Economist, 2008a). Peters (1998) suggests four main changes in communication model compare the new and old media: 1. Communication style tend to have little or no time lag between the giving, receiving and responding aspects of communication between the parties. 2. Social presence or perceived personalness, the feeling that communication exchanges are sociable, warm, personal, sensitive and active. 3. Control of contact Early research into the willingness of consumers to utilize technology in shopping behavior concludes that the ability to control the pace and presentation of product information has the strongest influence on willingness to engage in computer-mediated marketing activity (Carson et al., 1996). 4. Content The content can be customised either by users or by senders. Where users are able to control the content, or presentation, of the message it is said to be interactive. Andrew L. Shapiro (1999) argues that the emergence of new, digital technologies signals ia a potentially radical shift of who is in control of information, experience and resources. One of the key features of the new electronic communication media is the ability of consumers to control both contact and content (Peters, 1998). Sohn and Lackenby (2002) suggest that individualà ¢Ã¢â€š ¬Ã… ¸s participation in social communication processes is the crucial factor for increasing the perceived interactivity of the Internet (citied in Stafford and Ronald, 2005). Moreover, according to constantly created in interaction with many different players, including consumers, suppliers, employees and managers. As a result, marketers are losing control over the communication messages their trying to deliver to their consumers. According to Gatarski and Lundkvist (1998) when communication, in the meaning of sharing information, meets interactivity, it creates not simple massages but forms two-way conve rsations. These conversations can be applied in production as implementation of mutual ideas (consumerà ¢Ã¢â€š ¬Ã… ¸s and producersà ¢Ã¢â€š ¬Ã… ¸) in order to create new enjoyable products or services. 2.2 Social media and Web 2.0 2.2.1 Social media The real power of people can be noticed in the new revolutionized media channel social media. According to Mayfield (2008) social media is best understood as a group of new kinds of online media, which share most or all of the following characteristics: Participation Engagement: social media encourages contributions and feedback from everyone who is interested. It blurs the line between media and audience. Openness: most social media services are open to feedback and participation. They encourage voting, comments and the sharing of information. There are rarely any barriers to accessing and making use of content password-protected content is frowned on. Conversation: whereas traditional media is about à ¢Ã¢â€š ¬Ã… ¾broadcastà ¢Ã¢â€š ¬Ã… ¸ (content transmitted or distributed to an audience) social media is better seen as a two-way conversation. Community: social media allows communities to form quickly and communicate effectively. Communities share common interests, such as a lov e of photography, a political issue or a favourite TV show. Connectedness: Most kinds of social media thrive on their connectedness, making use of links to other sites, resources and people Drury (2008) suggests that when analyzing social media marketers too often concentrates on the media factor, when social element is the key, because marketing within social media is about building a relationship and conversation with the audience, where the simple message delivery is changed by ongoing exchange of perceptions and ideas between company and the consumer. Haven (2008) suggests that social media key elements are not entirely new as features of sharing, connecting, opining, broadcasting and creating has been long in our lives, but there are several characteristics of new technologies and behaviors that set them apart from the past: Reach Historically, audiences for the common person have been limited: a tribe, family, friends, neighbors, or the local community. Todays technologies pr ovide scale and enable anyone to reach a global audience. Accessibility The means of production for most media used to lie in the hands of enterprises with unlimited resources (financial or human). Todays technologies for media creation are available to anyone at little or no cost. Usability The means of production typically required specialized skills and training, both technically and creatively. Todays technologies simplify those processes, or in some cases reinvent them, so anyone can create and operate the means of production. Transparency People, especially Americans, historically kept personal information to themselves and had a general distrust of authority (enterprises, government, etc.). Today, people are willing to share anything about themselves (interests, location, family situations, health condition, etc.) in a public venue, and todays technologies make that both possible and purposeful. Recency When people did have the means of production and distribution in the past (albeit limited), the time lag between communications was typically long (days, weeks, or even months). It was a limitation of the technology or system in which it operated. Todays technologies enable instantaneous responses and dialog where only the participant determines the delay in response. The interactivity gains a new meaning when it is applied through Web 2.0 platforms and Social media channels as dialogue between consumer and company becomes much more active and interactive. As summarized in the media landscape analysis the past decade was all about two-way communicationà ¢Ã¢â€š ¬Ã… ¸s and interactionà ¢Ã¢â€š ¬Ã… ¸s models. Most of the marketing academics (Kotler, 2003; Pettit and Brassington, 2005) recognized the importance of creating two-way marketing channels between consumer and company for brand building, CRM, sales (and etc). Social media, itself, does not change this idea, but redefines interactivity and takes it to another level. Armano (2008a) argues that social media goes beyond the interactive marketing which is facilitated by computer-human interaction, and introduces human-to-human interaction enabled by technology (Appendix 2.1). The main difference is that the companies instead of pushing the content (i.e. automated e-mailà ¢Ã¢â€š ¬Ã… ¸s) through online channels empower people to engage and interact with other people and produce new content about the company (blogging, commenting, social networking and etc.). Free production of content and voluntary distribution is the key elements of the social media. Meadows-Klue (2008) suggests that in social media marketing engagement replaces interruption; diversity and self-expression replace conformism and unity; the media of the masses replace mass media; granular insights and rich data replaces generalization and conversations in marketing replace control. Another major change from the marketing perspective is the shift from persuasion to influence. Past decades marketing practitioners were using the communication mix in order to attack consumers with pervasive messages to make them buy goods and services offered, but in the age where 25 percent of search results on Google for the worldà ¢Ã¢â€š ¬Ã… ¸s 20 largest brands links to consumer-generated content (Nielsen Buzz Metrics, 2007 ), to do this is too late, not practical or impossible, as the messages are already floating out there. According to Mitchell (2008) this process is facilitated by the change of information flows from top down (B2C) to bottom up (C2B) what redefines marketing environment as marketers do not own the message anymore (Figure 2.2, Apendix 2.2). Armano (2008) suggests that people can be divided in different grouping according their strength as the massagers (Apedix 2.3) The User Generated Content (UGC) can become influential message of the consumer to the consumer (C2C) about the company and therefore should be carefully monitored. In fact, the content is the new message in social media channels. According to Eikelmann (Eikelmann et al, 2008) the best marketers can do in this environment is to try to engage with the consumers through social media in order influence these messages. Drury (2008) suggests that instead of sending simple messages, marketers should provide the content which would be relevant for consumers and would generate conversations among them. Therefore, influence will become a standard measurement in Marketing 2.0 (Dowdell, 2008). As blogger and social media strategist Douma (2008) put it: The age of persuasion is over. Welcome to the age of influence. Marketers are forced to look for alternative communication strategies to market in the social media environment, because advertising clutter, growing advertising literacy and changing consumer behaviour drives down the return on investment (Biegel, 2008; Constantinides and Fountain, 2008). These strategies have to consider the increasing fragmentation in the markets. 2.2.2 Web 2.0 Social media and Web 2.0 are two terms which are often used interchangeably in the marketing literature, even though they are not entirely the same. From the marketing perspective, the Web 2.0 should be perceived as the new tools for the marketing communication mix and facilitator and enabler of social media. The Web 2.0 term was introduced by Tim Oà ¢Ã¢â€š ¬Ã… ¸Reilly in 2004, it has originated from talks about social software and the communities surrounding these applications. According Tim Oà ¢Ã¢â€š ¬Ã… ¸Reilly (Tim Oà ¢Ã¢â€š ¬Ã… ¸Reilly, 2007) the companies that survived the dotcom boom had something in common; these companies realized that the Web is much more useful for delivering service than being used just as a platform for packaged products (i.e. software). Constantinides and Fountain (2008) defined Web 2.0 as follows: à ¢Ã¢â€š ¬Ã¢â‚¬ ¢Web 2.0 is a collection of open-source, interactive and user-controlled online applications expanding the experiences, knowledge and mar ket power of the users as participants in business and social processes. Web 2.0 applications support the creation of informal users networks facilitating the flow of ideas and knowledge by allowing the efficient generation, dissemination, sharing and editing / refining of informational content . Hoegg (Hoegg et al, 2005) suggests that Web 2.0 is the philosophy of mutually maximizing collective intelligence and added value for each participant by formalized and dynamic information sharing and creationà ¢Ã¢â€š ¬-. Both definitions share similar concepts of maximizing the collective intelligence, self-regulating community, network effect, transparency of the information creation and sharing process, but the key element in these terms is the user. From technological perspective, there are not many changes in the Web 2.0 compared to Web 1.0 applications; the real value is created by people not only using this social software but participating in the creation process of it (by creating and editing the new content or even in some cases modifying the application itself). According to Constantinides and Fountain (2008), the key innovative elements typifying this new family of web applications can be summarized as three main principles: 1. Focus on simple, service-based open-source solutions in the form of online applications. 2. Continuous and incremental application development requiring the participation and interaction of users in new ways: not only à ¢Ã¢â€š ¬-consumingbut also contributing, reviewing and editing content. 3. New service-based business models and new opportunities for reaching small individual customers with low-volume products. As Web 2.0 applications are still in the development stage, the grouping of them varies according to the purpose and field of the research. Hoegg (Hoegg et al, 2005) groups web 2.0 applications according the services they provide (Figure 2.4). Tim Oà ¢Ã¢â€š ¬Ã… ¸Reilly (2005) argues that Web 2.0 doesnt have a hard boundary, but rather, a gravitational core which could be visualized as a set of principles and practices that tie together a veritable solar system of sites that demonstrate some or all of those principles, at a varying distance from that core (Appendix 2.4). Therefore it is difficult to classify the Web 2.0 into the precise groupings, because the applications are interrelated and most of the time a few Web 2.0 features works on one platform. The mixture of Web 2.0 applications working under one site are known as Mash-ups. According to Mayfield (2008) à ¢Ã¢â€š ¬Ã¢â‚¬ ¢this combination of two or more pieces of content (or software, or websites) is one of the phenomena in social media that make it at once so exciting, fast-moving and sometimes bewilderingà ¢Ã¢â€š ¬-. But even more important feature of Web 2.0 applications is the adaptability in the different platforms. Social applications are becoming more and more popular on mobile devices (Phones, iPods (via podcasts)). In fact, according to BBC News (2008) one of the reasons the Internet usage on the mobile devices is increasing Web 2.0 applications. According to Drury (2008) social media applications has an ability to bring Head (Professional) and Tail (UGC) content together in all the formats (audio, video , text). As more and more professionally edited websites incorporates social media content some companies (i.e. Joost) are trying to apply Web 2.0 principals (live participation) for even bigger media platforms as TV. These applications are being tested in the Internet TV and in the near future have a good chance to redefine TV experience completely. All theses changes open new opportunities for integrated marketing campaigns, where marketers are enabled to reach larger audiences of consumers at all their touch points with mediated world at one-stop shop. Blogs and blogging Web Logs (commonly knows as Blogs), according to Tredinnick (2006), are arguably the oldest Web 2.0 applications and have been in the web space since mid 1990à ¢Ã¢â€š ¬Ã… ¸s. Constantinides and Fountain (2008) states that it is the most know and fastest-growing category of Web 2.0 applications. According to McCann report (2008), 184 million people World Wide have started a blog and 346 million read blogs, which means that 77% of active Internet users read blogs. Furthermore, 17.8 m have read a blog and around 4.3 m have created their own blog in the UK (McCann, 2008). The most recent Technorati research (2008) confirms this phenomenon as they tracked blogs in 81 languages from 66 countries around the world, it suggest that blogging have made a major influence on media ecosystem as bloggers are collectively creating almost one million posts every day and have representation in all top-10 web site lists across all key categories. In general a Blog is a Web site, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video where entries are commonly displayed in reverse-chronological order and has permalinks (Daily Blog Tips, 2008), but Pomerantz and Stutzman (2006) argues that for every blog author and consumer, the precise understanding of a blogà ¢Ã¢â€š ¬Ã… ¸s use is different, therefore it is difficult to define its true meaning. Dearstyne (2005) summarized the definitions and blogging opportunities provided by major companies: à ¢Ã¢â€š ¬Ã¢â‚¬ ¢Microsoft defines blogs as frequently updated personal web journals that can dramatically help both small and large companies communicate their product messages. They increase peoples ability to share ideas and information exponentiallv, and on a worldwide scale. Accenture says blogs are an interactive website that allows the owner to publish ideas and information. Users can read and evaluate material and add new content, creating a conver sation that spans lime zones and continents. Research Design and methodology: We are left with mainly two options for the way and approach for gathering the research data- primary and secondary in the broadest sense. The primary research methodology involves direct interaction with the subjects where as the secondary research involves collection of data from sources such as literature, magazines etc. While the primary research methodology is more current, it includes interviews, questionnaires, targeted groups, personal interviews etc which is a time taking and tedious process. There needs to be a trade off regarding the extent of primary research data to be included in the research. The main empirical study will be carried out based on the primary data which was collected as per the study requirements. Based on the requirement and research find

The Future of Life by: Edward O. Wilson Essay -- Book Review

This chapter to me was all about organisms that can survive in extreme conditions. How every square inch of earth is inhabited with creatures of one kind or another. I learnt the fundamental principle of biological geography, that wherever there is liquid water (h2o), organic molecules, and an energy source, there is life. I found out about the McMurdo Dry Valleys of Antarctica, who soils are the coldest, driest, and most nutritionally deficient in the world. How some specialized species of bacteria and archaeans live in the walls of volcanic hydrothermal vents on the ocean floor, where they can multiply in water close to or above the boiling point. He also describes an organism called, hyperthermophiles, that love extreme heat, and Deinococcus radiodurans, a microorganism which can withstand levels of radiation capable of killing humans and other organisms. The McMurdo Dry Valleys of Antarctica seems from its description sterile and desolate. When I read the quote from Robert F. Scott in 1903, the first to explore the region, â€Å" We have seen no living thing, not even a moss or lichen; all that we did find, far inland among the moraine heaps, was the skeleton of a Weddell seal, and how that came there is beyond guessing.† The skeleton of the Weddell seal made me thing that maybe it was once a ocean and dried up over the years. But then again it is Antarctica, maybe it was trapped in a glacier, when it melt and retreated, it left the skeleton behind. It was shocking to find out that only twenty species of photosynthetic bacteria, which is making a long story short, mostly single-celled algae and weird, nasty sounding microscopic invertebrate animals that feed on these primary producers. These organisms of this region are what scie... ...e Future of Life by Edward O. Wilson Alfred A. Knopf New York. 2002. Brown, L. et al. (1999). State of the World 1998. New York: Norton. Chivian, E. et al. (1993). Critical Condition: Human Health and the Environment. Cambridge, MA: MIT Press. International Council for Local Environmental Initiatives. Footprint of Nations Report. Available at http://www.iclei.org/iclei/ecofoot.htm. McMichael, A. (1993). Planetary Overload. New York: Cambridge University Press. Soskolne, C. L., and Bertollini, R. (1999). Global Ecological Integrity and "Sustainable Development": Cornerstones of Public Health. World Health Organization, European Centre for Environment and Health, Rome Division. Wackernagel, M., and William, R. (1996). Our Ecological Footprint. Gabriola Island, BC: New Society Publishers. World Health Organization (1998). World Health Report. Geneva: Author.

Honda Cars Philippines Inc. (HCPI) Resume

Being a student trainee is one of my good and memorable experiences in my college life. Everything was a â€Å"First time†. It’s my first time to submit a formal resume in a huge and known company which is Honda Cars Philippines Inc. (HCPI); To Undergo actual job interview with a real interviewee; Had job orientation, plant tour, borrowed uniforms from the company, issued temporary ID, etc. ; My first time to introduce myself to the whole department and group I’m assigned or endorse to.As a student trainee, we are schedule to report on HCPI from Mondays to Wednesday. I woke up five in the morning to prepare and come early for the shuttle service. I experience being left by the shuttle, riding a wrong one which led me to drop by at Star Mall Alabang instead of Balibago. It’s my first time to experience working 10 hours a day in 3 day a week. It’s my first time to use a machine where I should punch my Time Card (DTR). I experience answering phone call s, to use a new system that I’m not familiar with, to sort thick warranty papers, etc.I experience and learned to use each and every office tools that was needed in my tasks, though sometimes I failed to use it properly. In tough times, I experience tiredness, being sleepy in working hours and being hungry because I didn’t take my meal just to finish my work quickly. But all of these are worth it, because I received my Monthly Allowance which I gain working 10 hours a day in 3 days a week. At HCPI, They used to work hard for the sake of the company and its associates or employee. It is my first time to work in an actual workplace without any idea of my jobs flow.But my superior is there and guided me in some sort of task. There, I experience rush hour, do some task that was not under my fields. I experience to finish my task quickly because it’s time to go home. Sometimes, I experience the pressure of not having enough time to finish my work. I also experience t o go under time because of some problems or concerns at home and in school. But it’s my pleasure to receive several complements from my superior after finishing my task in the shortest possible time.Being a student trainee, I’ve been trained as an effective and sufficient person, I can adopt what I’ve learned from the company to be a good help for my future job and future works. I experience being guided, motivated, trained and taught by my superior and by the group that I’ve been endorse with and It doesn’t seems like I’m just a trainee, because they treated me like I’m one of them. I’ve never been criticize when it comes from my failed works, instead they motivated me more to improve my weakest ability and skills.They’ve been a thoughtful group mates/ bosses/ guardians/ friends for me. They always prepare something for me, gave me â€Å"pasalubong† whenever they left for OB and always treat me some snack. They n ever fail to inspire me and gave lots of advice when it comes to my study, my future job and future life. I know that all of these will end soon. All the things I already used to will soon going to be just a part of a good, memorable and wonderful experiences that I had in my college life. I spent 2 month as a trainee at HCPI.Then suddenly and finally my â€Å"Last day† came. It’s my last day to wake up five in the morning from Mondays to Wednesday, to ride a shuttle, to eat at the cafeteria, to work 10 hours a day in 3 days a week, to have my break at 10:00 am, 12:00 nn and 3:00 pm break . Last day to answer phone calls, to use the system I already used to. It’s my Last day to visit my locker and wear my complete uniform, my last day to punch my time card to the machine that at first I didn’t know the proper usage.My last day to be with all the people in the department I’m assigned to. It’s my last day as a student trainee and my last day o n HCPI. When it’s time to say goodbye to all the people I’m used to be with, to the company that accept me and trained me well. I celebrated my last day in HCPI with the group I’m endorsed with. I experience having my farewell message and say it out loud to the group I’m assigned to. At first, I probably say that OJT sounds boring and tiring and you don’t have any choice but to undergo with its process.But when you already get used to it you can realize the fulfillment of joy that you’ve felt after finishing all of these. All the sacrifices and time you spent are worth it. I’m thankful that once I’ve been a part of a great company and I’m proud to say that I’m my 200 hours (2 months) staying at HCPI as a STUDENT TRAINEE, I experience all the things that I’ve never expected to. I’ve even experience the things that never been to my mind. But all of these, even if it’s good or bad experiences wil l be a good help for me as a fresh graduate to find a great job as a well trained person.

The Castle Doctrine and Stand Your Ground Laws

The Castle Doctrine and Stand Your Ground Laws Recent events involving the use of deadly force by private individuals have brought the so-called Castle Doctrine and stand your ground laws under intense public scrutiny. Both based on the universally acknowledged right of self-defense, what are these increasingly controversial legal principles?   Stand your ground laws allow people who believe they face a reasonable threat of death of great bodily harm to meet force with force rather than retreat from their attacker. Similarly, Castle Doctrine laws allow persons who are being attacked while in their homes to use force- including deadly force- in self-defense, often without the need to retreat.   Currently, more than half of the states in the U.S. have some forms of Castle Doctrine or stand your ground laws.   Castle Doctrine Theory The Castle Doctrine originated as a  theory of early common law, meaning it was a universally accepted natural right of self-defense rather than a formally written law. Under its common law interpretation, the Castle Doctrine gives people the right to use deadly force to defend their home, but only after having used every reasonable means to avoid doing so and trying to retreat safely from their attacker.   While some states still apply the common law interpretation, most states have enacted written, statutory versions of Castle Doctrine laws specifically spelling out what is required or expected of persons before resorting to the use of deadly force. Under such Castle Doctrine laws, defendants facing  criminal charges who successfully prove they acted in self-defense according to the law may be fully cleared of any wrongdoing.  Ã‚   Castle Doctrine Laws in Court   In actual legal practice, formal state Castle Doctrine laws limit where, when, and who can legally use deadly force. As in all cases involving self-defense, defendants must prove their actions were justified under the law. The burden of proof is on the defendant.   Even though the Castle Doctrine statutes differ by state, many states utilize the same basic requirements for a successful Castle Doctrine defense. The four typical elements of a successful Castle Doctrine defense are:   The defendant must have been inside his or her home when attacked and the building must be the defendants regular place of residence. Attempts to apply the Castle Doctrine to defend the use of deadly force during attacks that happen in the defendants yard or lot, but outside the home, typically fail.  There must have been an actual attempt to illegally enter the defendants home. Merely standing threateningly at the door or on the lawn will not qualify. In addition, the Castle Doctrine does not apply if the defendant had allowed the victim into the home, but decided to force them to leave.In most states, the use of deadly force must have been reasonable under the circumstances. Typically, defendants who are unable to prove they were in actual danger of physical injury will not be allowed to claim defense under a Castle Doctrine law.Some states still apply the common law Castle Doctrine edict that defendants have some level of duty to retreat or avoid the confrontation before using d eadly force. Most state castle laws no longer require defendants to flee from their homes before using deadly force.   In addition, persons claiming the Castle Doctrine as a defense cannot have started or have been the aggressor in the confrontation that resulted in the charges against them.   The Castle Doctrine Duty to Retreat   By far the most-often  challenged element of the Castle Doctrine is the defendants duty to retreat from the intruder. While the older common law interpretations required defendants to have made some effort to retreat from their attacker or avoid the conflict, most state laws no longer impose a duty to retreat. In these states, defendants are not required to have fled from their home or to another area of their home before using deadly force.   At least 17 states impose some form of duty to retreat before using deadly force in self-defense. Since the states remain split on the issue, attorneys advise that persons should fully understand the Castle Doctrine and duty to retreat laws in their state.   Stand Your Ground Laws State-enacted stand your ground laws- sometimes called no duty to retreat laws- are often used as an allowable defense in criminal cases involving the use of deadly force by defendants who literally stood their ground, rather than retreating, in order to defend themselves and others against actual or reasonably perceived threats of bodily harm. In general, under stand your ground laws, private individuals who are in any place they have a lawful right to be at the time may be justified in using any level of force whenever they reasonably believe they face an imminent and immediate threat of great bodily injury or death.   Persons who were engaged in illegal activities, such as drug deals or robberies, at the time of the confrontation are typically not entitled to the protections of stand your ground laws.   In essence, stand your ground laws effectively extend the protections of the Castle Doctrine from the home to any place a person has a legal right to be. Currently, 28 states have legislatively enacted stand your ground laws. Another eight states apply the legal principles of stand your ground laws though courtroom practices, such as citation of past case law as precedent and judges instructions to juries.   Stand Your Ground Law Controversy   Critics of stand your ground laws, including  many gun control advocacy groups, often call them â€Å"shoot first† or â€Å"get away with murder† laws that make it difficult to prosecute people who shoot others claiming they acted in self-defense. They argue that in many cases the only eyewitness to the incident who could have testified against the defendants claim of self-defense is dead.Prior to passage of Floridas stand your ground law, Miami police chief John F. Timoney called the law dangerous and unnecessary. Whether its trick-or-treaters or kids playing in the yard of someone who doesnt want them there or some drunk guy stumbling into the wrong house, youre encouraging people to possibly use deadly physical force where it shouldnt be used, he said.   The Trayvon Martin Shooting The fatal shooting of teenager Trayvon Martin by George Zimmerman in February 2012, brought â€Å"stand your ground† laws squarely into the public spotlight. Zimmerman, a neighborhood watch captain in Sanford, Florida, gunned down the unarmed 17-year-old Martin minutes after reporting to the police that he had spotted a suspicious youth walking through the gated community. Despite being told by police to stay in his SUV, Zimmerman pursued Martin on foot. Moments later, Zimmerman confronted Martin and admitted to shooting him in self-defense after a brief scuffle. Sanford police reported that Zimmerman was bleeding from the nose and back of the head. As a result of the police investigation, Zimmerman was charged with second degree murder. At trial, Zimmerman was acquitted based on the jury’s finding that he had acted in self-defense. After reviewing the shooting for potential civil rights violations, the federal Department of Justice, citing insufficient evidence, filed no additional charges.   Before his trial, Zimmermans defense hinted that they would ask the court to drop the charges under Floridas stand your ground self-defense law. The law enacted in 2005, allows individuals to use deadly force when they reasonably feel they are at risk of great bodily harm while engaged in a confrontation.   While Zimmermans lawyers never argued for a dismissal based on the stand your ground law, the trial judge instructed the jury that Zimmerman had had a right to stand his ground and use deadly force if reasonably necessary to defend himself.