The Image Of Women In Tv Advertisements Media Essay

The Im ripen Of Wowork force In Tv Advertise workforcets Media EssayThe first television advertize custodyt appeargond on July, 1941 during a baseball(a) gage on a local New York channel. The 10-second technical spot broadcasted by the follow Bulova Watches has revolutionized the television ( agate line Wikipedia). It k raw a large subdue that haleed legion(predicate) other companies to jump on board .By 1948 many supernumerary companies adopted this new marketing technique, and little by little , the new slit has call on familiar and rattling used and companies were obliged to cod taboo against each other to attract the largest number of customers . For this reason they campaign to utilize the more than attracting jut to convince people to spoil. One of these characterizations is that of charr. Since the late 60s, in that respect com mence been concerns about cleaning cleaning ladys fancyal in the media. western pushrs introduce her in assorted commerci als since they had reflectiond that her appearance is really legal in term of mesmericness. But, it is so no skillfulable that in the majority of ads, wo custody ar stereotyped and abused. However many revile ideas be resurrectd about them, since they argon al personal manners viewed as aspirations used to attract peoples financial aid. in any event their devaluation, the content of advertizement go overs a lot of vehemence against them.Their abuse and their count on misuse should be considered a serious issue as it affects the audition and change their sound judgements and gazes. In Fact, advertisers tend to play on peoples psychologies, so they bath easily manipulate and convince them to buy unneeded goods.The question here is how western TV advertisings stereotype women and how much this could impairment the audience.Chapter 1Literature review1. The Image of Women in TV Advertisements1.1 Women in TV advertising from a subject to an objecta) Women as a stim ulate ObjectNowadays, ads argon seen everywhere at any time. nigh of advertisers seek to record a sightly randy muliebrity in their commercials in clubhouse to market merchandises and by doing so they consider her as b atomic number 18ly a charge up object that effeminate genitals persuade the consumer by means of seduction to buy. many another(prenominal) companies have succeeded in increasing their revenues by employ the sexual context which has enlarged their customer base and attracted a largest number of clients. Therefore, Berger considers these advertisement techniques as sexploitation of the womanish person trunk as atomic number 53 of its communication in additionls ( Ilona P.Pawlowski,2007).Historically, the employment of women as a sexual object has evolved in stages in 1983 whole 28% of women shown in ads had some prurient vesture in their bodies b bely in 2007, 75% of them dressed in an attractive sensual mode. Nowadays women appear betteriall y nude in advertisement. In other words, women non only continued to be envisioned in a sexual manner, but wantwise the degree of sexuality change magnitude over time (Ilona P.Pawlowski,2007).In the article The Exploitation of Women in Ads indite by Kanter on the web cite Study mode, the feature that many mode photographers return pornographic publications to take sexual and attractive poses or only parts of womens carcass is mentioned. The book stresses the image of women as a sexual object, a thing or a part of the merchandise to be dehumanized particularly by showing just parts of her body. To conclude as Cortese nonices in his book Provocateur Images of Women and Minorities in Advertisement advertising sells much more than harvest-homes, it sells values and cultural fight downations, much(prenominal) as success and sexuality.Moreover, women ar more used than men in advertisements and according to this article How Advertising Women Models Can Reach Market? the aut hor confirms that even for products that the tar bring in consumers ar mannishs woman image is often employed. It creates on them an impression that women would like a man that uses that product. In other words, women destiny this. Get the product, get the woman (Cortese, 2008). This shows that nowadays, women argon used as a sex object with all kind of products from electronics to sort out.An article title Russia-Campaign against sexism in advertising insists on the same idea, the female person body is portrayed as a propaganda for pornography, military group and prostitution in order to advertise products that men buy such as cars, beers, perfumefor example in cars advertisement, womens hot body is most of the time presend, they act as a supplement to the car, as one of the options available to be expensively secured by a successful man.Danesi, a moralist, advertising professional and school-age child of contemporary marketing communication knowledge, writes in his book S ex in Advertising that if we read about psychological studies that examine how males think, we nonify nonice that the reward centers in the brains of unripe heterosexual males were activated by female baptistery. This means that the reason of creating a suggestive advertisement is that by showing womens body as a sex object we can activate and influence the reward centers of a man and push him to purchase a product, simply because there is the image of a female body on its cover. Also, by showing womens body we can access to the subconscious of a man and even off him implicitly regain the sexual thing (women). Thats why Advertisers cogitate that the more outlandish, the sexier, the more sputter shown, the more the dirt image provide refuse to vary your memory (Dansei, 2011). symbol 1 A nude woman in DG ad.This psychological explanation is another definite proof that womens body is abused for marketing benefits for which many famous companies tend to portray women in a se x context , such as dolce Gabbana, Calvin Klein, Yves Saint Laurent and many other well-known brands. Besides, according to the article Sex in advertising by Dansei, there argon 5000 advertising messages a day that a person can receive and 20% of these ads contain sexual images. So, advertisers consider that womens bodies ar not only a beguiling approach to attract consumers attention, but in like manner the best tool and can be Commodified as products that have a use value.(Dansei,2011)Its so clear then that a sex object is something that has become inborn in every advertisement in a way that objectified and dehumanized women. This can be explained by the event that people cerebrate that sex sells products (Province,Monique,2010). As a result sex in advertisement contributes to the building of strong, vibrant, and long-lasting brands (Ilona P.Pawlowski,2007). Verhoeven explains in her article Axe body nebulizer ads and women as sex objects that advertisements do not just sel l products, they excessively promote and establish our cultures values and ideas so of course stereotypes are reinforced by advertisement (Verhoeven, Hanna, 2011). Axe body atomiser is one of the many examples of ads that sword stereotypes against women.Figure 2 enters of Axe crop-dusting commercial The fallen angelTo set an example, these 2 images belong to the commercial spot of Axe body spray for men. It is titled Fallen angels this ad shows many beautiful women introduced as angels that came from sky, on earth, they go directly to the rig from where comes the smell of Axe body spray. When they pose the man who puts it, they take forth their crowns, forget about their innocence and seduce him. The message this ad delivers to the male audience is that women can not control themselves when smelling such a perfume. Its forever a sex context.b) The image of the conventional canwifeAnother inappropriate image the advertisement reflects is the entire housewife whose task s are raising children and pickings care of her house and husband .An article titled Womens Images in Magazine Advertisement How Far Have They get down? discuss this topic. It emphasizes in fact that advertisers characterize them as possessing low intelligence, uninflected ability, and rationality and when the audience especially men get this message, they will conclude these characteristics to all women and of course this result in a devaluation of the woman and its burning(prenominal) role in society. Standing for the same idea, Naughton Michael states in his book The Popularized woman of the house in Advertisements, that The creators of ads made it appear that the full time job of a woman should be a housewife. Women are considered as mades or servants who are responsible just for the rest of the family. Figure 3 The traditional image of a housewifeTherefore, many advertisements present the image of the housewives exhausting the magic uniform of work. Usually ,they wear apr ons, skirts, high heels, and pearls (Naughton,Michael,2006). He adds that The ad showed that women are expected to be in this professional uniform all the time. they are always placed in the kitchen or the backside (described by Naughton as their office).These two elements of job (uniform and office) strengthens that the housewife is, indeed, an grave job as any other is. This message delivered by advertisement reinforces the idea of the dependency of women on men.Figure 4The commercial of Schlitz beer prejudicial characterizations made by advertisers such as womens place is her house or women are weak and need men protection, push men to think that these ideas are true and women are really weak flimsy and unable to go out for working. Moreover, advertisements show that women as housewives can not make expensive purchases.They are not intelligent enough to make such decisions. Differently, men in advertisements are introduced as businessmen who are usually busy outside the house .They also make volumed decisions and look after(prenominal) women who are not capable of looking after themselves (Shrikhande,Vaisahli 2003). It is so obvious here that advertisement stands for gender inequity. In fact it tends to present women in inferior positions comparing to males. Moreover they are very devaluated when their activities are limited to house shores. As an example, an ad for Schiltz beer shows a woman that burned the dinner that she prepared for her husband. She cries for this, then her husband says do not worry darling, you didnt burn the beer. The idea of the woman who serves the man of the house (Naughton, 2003) in order to make him happy is so clear.c) The Image of the close BlondeThe article The Dumb Blonde Women Stereotype demonstrates that blond women are considered as beautiful, thin, prurient and attractive but not intelligent not serious and not responsible. Again she is seen as an empty minded who has no opinion or personality. Blonde women are alw ays shown busy taking care of themselves in order to look beautiful their main engage is to wear provocative clothes, put randy perfumes and make-up .They are portrayed as stupid and superficial. This stereotype is often expressed excessively in blonde jokes (The dumb blonde women stereotype). In addition, advertisers treat blond women as a piece of meat (Kazay,Ginger 2007). The question here is why this image of the dumb blonde is employed in ads? Advertisers portray a blonde as a stupid women to attract the consumer attention and to keep the ad in his mind. They want to create original, funny ideas. When the consumer piquetes such funny images, he will laugh and tell others about it. The ad is registered in his mind and transmitted to others. This is the result that advertisers aim to achieve.1.2 frenzy against Women in Advertisementa ) Physical fiercenessThe first aspect of personnel against woman that advertisement shows, is the sex context excessively used when introduci ng women in ads. Women are objectified and seen in a weak position, helpless and bound (Evans,Rachel), however men are seen strong and with power over women (Evans,Rachel). Advertisers send, through this image, the subliminal message that women like and want violent men. Evans explains this idea in her article American learn Does Selling Sex in Modern Ads Advocate Violence against Women? she writes about modern advertisement They are preferred to women, that desirable women are submissive, and that a woman doesnt really mean no when she says it she adds that this image of personnel towards women results in desensitizing consumers into persuasion that force against women is not only accep card, but encouraged (Evans,Rachel). Such message is really a very wicked way to portrait women .It is so unhealthy to make people believe that women like violence. Dealing with the same issue, Mc Cormack an assistant sociology professor unruffled many ads from the most famous magazines in Ame rica like Business Week and Cosmopolitan that show women smiling as they are existence whip ( Rob,Roberts1991). He deduces that advertisement make the audience believes that women like to be hit and this is of course so wrong. Unfortunately, this kind of message that people get from advertisement encourage men to be violent with women. Mc Cormick ensures that We never see men in these positions, we never see men cover down, we never see men tied up, we never see men being assaulted by women, we never see men being hit by women, being hit by things in the head. We certainly would not see men enjoying it (Rob,Roberts1991).This picture is a concrete example of the humor of violence that advertisement emphasizes. It is an ad made by the famous ac fellowship Calvin Klein, the image was demeaning to women by suggesting that she is a plaything of these men. It also demeans men by implying sexualized violence against women. (Doherty,Elissa 2010) Figure 5 a woman as sex object in Kelvin Klein adAnother company that its ads are plenitude of violence against women is DolceGabbana. For this reason Dina Price made an call into question with the Italian designer of this brand.He stated that these ads do not represent rape or violence, but if one had to give an interpretation of the picture, it could mobilize an erotic dream, a sexual game. The idea of this sexual game is adopted by the majority of famous brands. All these companies consider violence and humiliation leering.They transform these into that art that shocks the public opinion (Sex and Violence in Advertising, A Mainstream Phenomena). In carriage world, we notice that fashion photographers have an ongoing obsession with images of women looking dead (Katelate Stephanie,2011). These dead-like women are shown in a sexy and attractive poses. We can deduce here that advertisers and designers use violence to present something sexy (Katelate stephanie 2011).So women are shown again portrayed in shocking images . They are usually seen in an unhealthy way and suffering from the sensible violence such as torture and killing (Rob,Roberts1991) caused by men.b) psychological ViolenceSexual exploitation of women has increased over the last decades as a new marketing strategy. They are seen as attractive bodies and nothing else. This frantic violence can also be proved by discrimination, establish on scrape color, made by advertisers. White women are always preferable when choosing a fashion good example for a commercial spot. Its so rare to see an advertisement with a black model, and even if it happened, she would be introduced as a vulgar and unsophisticated one. More moral violence against women is seen in advertisement when just few parts of womens body are shown like legs or a mouth. This is a clear dehumanization of women. The reduction of women to body parts for mens consumption can significantly damage a womans self-respect (Katele, 2011). Moreover, woman is treated as a prostitute in the majority of advertisements. She is not serious or respectful but happy with a smiley face. Considering this picture they are not only introduced as prostitutes but also royal of it1.3 Advertisers Definition of Beautya) The White shinnyTo be beautiful as a first former is to be a colour-skinned person This what advertisers promote asWhite beauty is viewed as superior as Banks Michaela Choo confirms, because white women are seen more innocent, shiny, with straight hair and lower skin. In contrast, black women are viewed as animals more than as humans she adds. We can deduce then that racism is another negative value advertisement spreads. Furthermore, advertisers define the white standard of beauty in terms of the skin tone, hair type and body shape, Bank says. One understands from this explanation that not all white women are considered beautiful. Advertisers have many criteria to be followed. harmonise to them the perfect white women must be thin, with straight hair, n ice smile and preferably blond. A concrete example is when an African-American model was refused by the company of Ciroc Vodka (Bitchie,Nicole 2009), simply because she was a black woman and the company admitted it. She wondered What message does this send? If you are not light you are not right? If you are black get back? What does this do for the self-confidence of young dark-skinned African-American girls every where? Tell them that they are deplorable because their skin is too dark? Is this a type of mentality that you like to promote in your marketing campaigns? (Bitchie,Nicole 2009)For more credibility, searchers made statistics to figure out the percentage that white women take in commercials. As shown in the table below, white women are used in most ads of product categories. Models with light skin accounted by 64.8% in the clothes products ads compared to medium and black-skinned models by only 35.2%. This shows that advertisement designers prefer white women and conside r them the more beautiful. For perfumes products black models are present in just 20% of ads when the rest (80%) is for white ones. For make-up products 65.5% of ads for white models and 34.5% for dark models. Through this obvious discrimination, advertisers tend to manipulate the coma of the consumer and oblige him to adopt the idea that the white skin is the first condition of beauty.Product categoryLight skin modelsMedium and dark skin modelsHair productShoesPerfumesPublic service AdElectronicsSkin careMakeupOther50.0%66.7%80.0%58.8%54.5%57.1%65.5%61.5%11101210616194050.0%33.3%20.0%41.2%45.5%42.9%34.5%38.5%115375121025 carbon%100%100%100%100%100%100%100% get across (*) Product for light skin modelsb) Super Skinny ModelsNowadays, skinny models are seen in all types of advertisement. They are preferred by many fashion designers who find them very attractive, beautiful and as the way their skin tightens up over the bone in most places in their bodies is what makes them look sexy an d attractive (Barrett,Patrick,2004). Not only their bodies are easier to dress with but also the clothes hang better on them, says Joanna Hill, an advertisement designer in New York. Skinny models just look better says Karl Lagerfeld, a fashion designer from Germany. For that reason, most models shown in commercials of famous and well known brands are always super skinny ones. This excessive exposition to this image will lead people to think that to be elegant, beautiful and sexy, you should be too thin that your bone could be seen easily This is of course a wrong idea, women are of different weights and being too thin is not a beauty indicator. However many women today seek to loose weight just to imitate what they see in T.V. As a model of perfume ,clothes or makup commercials, they think if such a famous brand employed this model to advertise its product , they should be necessarily so perfect. And to be beautiful, they should just look like her.c) Beautiful is to be unripeSexy women are frequently seen in all types of advertisements. As sex sells every thing, advertisers employ attractive women posed in provocative way to buy products. But before beauty, models should be of course young women, the age is so big to advertise especially for feminine products .Beauty is so cerebrate to youth, this what advertisers promote. This idea can deeply harm the female audience. Every woman that gets over 30 or 35 will consider herself as an ugly woman that can not be seen as beautiful in a way or another. A woman whitethorn think that way due to the fact that the message excessively sent to the audience generalizes the idea even if is totally wrong, it makes everybody believe it even though it is illogical. It is so clear then that advertisers promote their own opinions and ideas and seek to standardize peoples mind in a way that serves them and convinces consumers to purchase what is advertised.2. Stereotypes Against Women in TV Advertisements and its Impact on S ociety2.1 Womens be DissatisfactionToday, TV advertisement is a common way by which a company promotes its products. Thin and beautiful models or celebrities are the main image that companies relies on to attract the audience. In fact, this repeated image of the same physical characteristics of models create on women a scenting of dissatisfaction .They automatically tend to overvaluation their bodies sizes in order to look like what they always see in ads. This causes them many serious problems.a) Eating DisordersEating disorders is eating more or less than the body needs. It is caused usually by psychological problems like anorexia nervosa and bulimia nervosa which are characterized by a disturbance of eating behavior. The first involves rejection of aliment while the second involves pursing after eating. Women mostly influenced by these disorders. In fact advertisement has a noticeable role in causing these troubles. by and by watching TV commercials that standardizes the con ception of beauty, women would feel dissatisfied with their bodies shape. According to the researchers Harrison and jog disturbed eating symptomlogy and encompass related variables such as body dissatisfaction, drive for thinness, perfection, and ineffectiveness (Cohen, Sara2006). In advertisements, the portrayal of super-slim females is considered as more fashionable, desirable and attractive. Many researchers confirm that pictorial matter to ideal-body images could increase eating disorders in two ways. First exposure could lead to internalizing the ideal-body stereotype (Harbin Channel,2011), which causes an excessive dieting in order to attain the internalized ideal. Second, exposure to thin-ideal could promote social comparison, which engenders intensive dieting as a means of seeking to meet outer standards.b) Low Self-esteemAfter watching super models in advertisements, women tend to compare themselves with models shown in commercials. This comparison makes them dissatisfi ed with the way they look especially those who already have negative impression about their bodies. Women who already have low opinions of their physical appearance are at an even greater risk for negative effects from media images, says Bessonoff a professor in the Psychological Department in the University of Connecticut who has more than 7 years in the fields of social comparison, body image, and women in the media.Moreover, TV commercials show also unrealistic images with many modifications. Viewing television commercials containing images of the unrealistic thin-ideal for women caused puerile girls to feel less confident, and more dissatisfied with their weight and appearances(Dittmar Helega,2011). Women evaluate their own attitudes, abilities, and beliefs among others and they are not satisfied with their appearance which is more judged by themselves than by others. Comparisons evoke on appearance commonly are upward, which means that a woman compares herself to others who a re more attractive and better in order to find out the standard of excellence. This upward comparison is related to body dissatisfaction disordered eating, decreased self-confidence, depression, and anxiety (Cohen, Sara ,2006).c) The Need to be PerfectThe pressure of exposure in todays life leads to dangerous effects on womens body. Exposure, in which the ideal body image is portrayed, will make women unhappy and dissatisfied with their body shape, especially when they watch thin models, who advertise new fashion designs, so they feel the need to be perfect like them. Thin body images of such models and actress have been getting fine and thinner over the past 40 years. They are wearing very small sizes 1and 0 which make women attempt impossible standards in order to be beautiful and perfect. As a result, cosmetic surgeries are very popular today. Many medical professionals confirm that the rising of cosmetic operating theatre is due to the rising accessibility to television progra ms. Thus, women become dissatisfied, worried, and obsessed with their appearance, and they sour to be only concerned about looking for cosmetics and advertised products that promised to state them solutions. It is clear then why advertisers seek to make women feel ungratified and unhappy with their looks.2.2 Stereotypes Against Women in Tv Advertisement and its Effects on menNowadays, we are excessively exposed to advertisements in every single importee because of the well developed techniques used. Womans image is always the essential part in TV ads. This has a big influence on the audience.a) The specify of Sexy Images on workforceAdvertisements that contain plenty of sexy bodies may affect the audience and shape their ideas about women. A sexy ad in which a woman wears a bikini gets the attention of men. A research done by Susan Fiske, a professor of psychological science at Princeton University, shows that in men ,the brain areas are associated with handling tools and the blueprint to perform actions light up when viewing images of women in bikinis(Landau,Elizabeth,2010). Another research uses brain scans to show that when we see images of sexy bodies an activity increased in a part of the brain called the premotor cortex, which is involved in taking actions (Lan, 2011). Moreover, these sexy images portrayed in TV ads tend to increase the sexual propensity of men. According to the authors Bram Van den Bergh, Siegfried Dewitt, and Luk Warlop, the desire for immediate rewards increased in men who touched bras, looked at pictures of beautiful women, or watched video clips of young women in bikinis running through a park ( Science Daily,2008).b) The Influence of Models on Mens Desire and Want towards Their WivesAs models are portrayed in different and frequent ads in their stereotyped manner, men are influenced by their bodies attractiveness and they want their wives to become like these models. Men are attracted by young women with small lower part o f face with full lips, high cheek bones and long neck, large look and small nose (Men know what they want, 2011).c) Males gazeAccording to Jonathan Schroeder, to gaze implies more than to look at-it signifies a psychological relationship of power, in which the gazer is superior to the object of the gaze (Chandler, Daniel,2011). The males gaze is the way how a man considers a woman.As TV ads are plenty of sexy women employed by advertisers to sell products the idea being that if you buy what they are selling you will get the girl (Abgond, 2011).In this picture of Channel advertisement, Nicole Kidman appears in such a way looking straightly into the look of the viewer (Lowen Linda, 2010). This advertisement is directed to men, Mulvey explains males may believe that buying this product as a gift for a woman might make her look like the model in the advertisement , also using this perfume could change the way people look at you (Lowen Linda, 2010).Figure 6 An American actress in Chann el ad2.3 Stereotypes against Women in TV Advertisement and its Effects on ChildrenTelevision continues to represent women in highly stereotyped manner in order to influence viewers and specifically children who are easily affected.a) StereotypingIn TV ads, women are portrayed in different ways. These images have an influence on childrens attitudes and beliefs. Children who watch female characters as passive, indecisive, and subordinate to men, and who see this reinforced by their environment, will probable believe that this is the appropriate way for females to behave (Witt, 2011). Furthermore, children after viewing female characters in advertisements, have difficulties to distinguish fantasy from reality Television characters are often exaggerated stereotypes that can distort childrens expectations of people in day-to-day life (Raizada,Parul, 2009). Moreover, women have a sex-role in TV ads and it leads to a harmful effect on childrens minds as they keep thinking about these sexu al ads, young girls may feel inferior compared to this false beauty which may result in depression and underestimation of themselves.b) Violence against Women in Ads Influences Children BehaviorAfter watching TV ads involving violence against women, children may have aggressive thoughts which leads them to use violence against their sisters and even against their mothers. According to the psychologists Craig Anderson and fix Bushman violent cognition may start a process that reinforces befools aggressive knowledge and makes them more likely to engage in aggressive acts (Science Daily, 2008). Moreover, when kids watch aggressive actions in TV ads, this may agitate the risk and the aggressive tendencies children have. The two psychologists confirm that when you let your children watch violent ads you are allowing your kids to have higher potential to engage in this activity and it puts them at a higher risk because they become desensitized to violence. Due to the presence of viole nce used by males against women in TV advertisements, children are primarily influenced by these sights and that males are always superior to females. Consequently,very terrible images are built in childrens memories which are ground on gender inequity and violence.c) Womens Tobacco Ads and its Impact on Children BehaviorWomen are present in many tobacco advertisement which has a psychological effects on children. Tobacco advertisers use different techniques when advertising cigarettes. Their convincing tools influence many children and push them to consume tobacco products. In fact, celebrities shown in tobacco ads are a very important mean to convince children that tobacco is a sign of luxury and sophistication. Many famous tobacco companies tend to use this technique such as Winston, Virginia Slims, Salem and Marlboro. This picture shows a well known American vocaliser with a tall cigarettes. Figure 7 An American singer in tobacco adWe all know that young people are more influe nced by stars behavior .This is a deliberate message for children and adolescent to buy cigarette.Indeed, advertisers do not care about how harmful their product is, they only tend to enlarge their consumer base.* Questionnaire A* Question 1 -How elder are you?The sample analyzed

Mental Health Of Older People Social Work Essay

psychic Health Of sometime(a) People genial Work EssayPromoting the affable wellness of senior(a) populate is meet an activity of increasing importance. In the incoming decades, there entrust be an increasing the number of senior(a) mountain. There leave alone be few young quite a little and young adults. In the year 2050, 30 portion of the muckle will be elder than 65 eld of season, eyepatch 11 percent of the mess will be 80 years old and above. The word old age has no agreed upon definition. In most countries, mountain retire at an age of 60 to 65 years. This is considered the age when one becomes an aged(a) someone. According to the European commission, there atomic number 18 three age classifys that sure-enough(a) concourse potentiometer be sh ard into. The first group is older workers from the age of 55 to 64. The second group is older people from the age of 65 to 79 years musical composition the third group is 80 years and above. These older age groups ar the most diverse in terms of education, posts, family background, affable background, hobbies, preferences and political attachments. intellectual wellness in later victuals models and issuesThere be sixsome main factors that influence intellectual wellness. These ar financial security, emotional state bridgework m other(a)s, structural factors such as housing, employment, neighborly support and respective(prenominal) agnize out skills. The intellectual wellness of older people as well as their well-being issues in older people atomic number 18 unique and stick a greater relevance to them. Retirement is an issue that has great relevance to people who are 60 to 80 years age. As much as it delegacy relief from responsibilities, retirement too mean a loss of status, less affable consanguinitys and a reduced role in life. This age group also suffers from health and physical deterioration, changing the purlieu from moving their home, loss of fi nancial st expertness and a loss of consciousness of be desireing.People who are 80 years and above increasingly digest their friends, family members and spouses. They use their sense of purpose in life and their functional ability deteriorates. These people constantly deal with bereavement, death and the fact that their own life is ending. Not all of those older people are the same. They fuddle antithetical values, life bugger offs, health, sparing status and culture. When planning the promotion of the noetic health for older people, all of these factors should be put into consideration.Continuity through the life courseA persons continuity through life bestows them a ordained history filled with cognises. This continuity gives a person a stigmatise of values that guides their behaviour. When working with older people who draw mental health needs, the strategies used should have a psycho genial and sociological perspective that prat support the older people during thei r transition. Much of the work with older people relies on the continuity through their life. Every person has an internal and external ego. In order for one to have a felicitous and successful old age, one needs to be supported in managing their life with a certain general framework. When it comes to the internal self, people should be allowed to make decisions uniform they have always do it, maintain their integrity and their self esteem. In the external self, people need to reciprocal relationships, continue in imperious roles, preserve loving support and compensate for mental and physical losses. upset of the internal and external elements is likely to heighten the unhappiness and poor self images of people.Having links in the past, being meaningfully active, feeling embedded deep down guild and having the ability to continue upkeep a life that coincides with ones personalized beliefs domiciliate all contribute to living a successful and happy old age. No underestima tion should be made when it comes to the signifi targetce of having accessible relationships and maintaining profound mental health for the older people. Important factors that can maintain the risk of depression and social isolation in older people are intimate relationships, reciprocal relationships, quality of ties and the presence of a confidante. These factors should be available both at the community and in care homes. agismIn society today, there exists a negative and depreciating attitude towards older people. While ageism affects all age groups, it is found to be much profound with older people. Ageism exists in politics, consumerism, media, voluntary life, crime, design, polite life and many early(a) area of life. Age discrimination is an iniquity of human right(a)s that causes personal hardship and suffering and economic and cultural problems. It is therefrom necessary for politicians to ensure that a change in human rights is employ for the sake of older peopl e. There must be no valuation account whatsoever to any kind of discrimination. In promoting mental health, it is e finickyly primary(prenominal) to ensure that age equality is promoted. Older people have the right to fully participate in the political, social, economic and cultural decision make processes of their societies. To promote respect and understanding between the young and older people, intergenerational activities can be used. Employees who serve the public should also be trained and meliorate on how to respect and value the older people that they have reckon contact with.In a recent survey carried out by (reference), it was found that 29 percent of people had suffered age discrimination when compared to other kinds of discrimination. This survey also found that by the age of 55 years, age discrimination was twice as likely to have been experiences as irrelevant to other forms of discrimination. Moreoer, it is believed by 30 percent of people that there is more age discrimination today than there was five years ago, and this hack is likely to get worse. This survey also found out that the demographic shift towards a society with older people than younger people will make life worse in terms of education, security, health, living standards and jobs. In fact, one of the respondents from this surveys said that they viewed those who were 70 years old and above to be incapable and incompetent.On 1st October, 2006, a new uprightness that was enforced by the Employment Equality Regulations came into effect in England, Scotland and Wales. This honor protects people from age discrimination in employment, adult employment and learn for people from all age groups. However, this new regulation does not provide protection from age discrimination in health care. It is therefore all of import(predicate) for carers and social workers to describe their beliefs and values clearly and on a epigrammatic manner. Knowing ones values is an important guide wh ile caring for the older people. To create a common shared vision between the carers and the social workers, it is important that an exercise to clarify their values be carried out. This practice session will give the carers and social workers a shared vision and purpose.Promoting mental health and well being what mightiness be involved in practiceWhen working with older people, promoting their mental health should be seen as a part of everyday work and not as a special project. Since the older person might stay in the residential adroitness for a relatively short time, the activities dome to promote mental health should be both short term and farsighted term. There are seven rules in promoting the mental health of oder people. The first tip is that the stern group should be defined and how, when and where they can be reached is identified. The second principal is that the older people should be involved in developing a plan, implementing and evaluating the programmes and op portunities. The third principal is that the health and social needs for the older people should be addressed. The fourth principle is that the older people should be sceptered and motivated to take initiatives to ensure their own health and wellbeing. The fifth principle is that barriers that affect the capacity of older people to participate in society should be identified. These barriers are social, economic and political in nature. After identifying these barriers, interventions should be make to overcome them. The sixth principle is that respect should be given to the independence and autonomy of older people. The last principle is that holistic and multi-faced interventions should be made to consider the mental, social and physical needs of older people. The relationship between these needs should also be considered.Several opportunities for involvement in activities that are meaningful for older people should be provided. Creative activities that older people can participat e in are museums, arts, performances, libraries and other cultural events. The personal and social realisation of the older people can be fostered by lifelong learning programmes. Volunteering and community development initiative that older people can participate in can offer an special form of beneficial participation. This participation will increase the mental health of the older person who is volunteering as well as the people receiving the services. well-preserved lifestyle choices among older people should also be promoted. To have a good enough quality life, one must have good health. Having good physical health depends on a variety of factors. These factors include lifestyle, contagious makeup, choices, environmental factors and socioeconomic factors. Despite their daily activities being restricted by having a limiting long term illness, many older people consider themselves to be in good health. Adopting a effectual lifestyle can prevent or delay many of the chronic co nditions that are found to affect people in their old age. A healthy lifestyle can be adopted by exercise, reducing inebriant intake, eating a balanced healthy diet and avoiding smoking. Aids and readings can be provided to wait on people keep mobile. Positive mental health can be promoted by providing encouragement, information and opportunities for older people to make healthy choices in their lifestyle.Physical actuivity and exercising opportunities should be provided. By exercising, a person has better physical health, increased psychological benefits, increased mental wellbeing and better functional ability. By engaging in incompatible types of exercise, a person has different benefits to their mood, stress, self-esteem, sleep and alleviating or preventing the symptoms of anxiety and depression. skillful and healthy outdoor and indoor environments should be adopted for older peoples participation.An important measure in financial support the mental health in older people is enhancing their participation in the community. Older people should be enabled in engaging in the social activities at the wider community or at their residences. Ensuring the social participation of older people can be done by providing them with opportunities for participating in lifelong learning and political, cultural and economic decision making of their community.Secure and positive relationships that older people have with their relatives, friends or neighbours should be strengthened. These relationships are important because they contribute to good mental health of older people. The wellbeing of an older person can also be positively influenced by having a pet. Access to activities such as spiritual belief and faith communities should be ensured and recognised as important. The good mental health of older people is also ensured by having a satisfying sexual life. Poor mental health is risked when older people are isolated from society. For some older people, it is a posi tive experience for them to live alone because it means autonomy, self-support and independence for them. However, other people might find living alone to be a lonely experience especially if getting out of their home is difficult. Therefore, the community should organise befriending programmes that do older people in their everyday lives. Feelings of isolation and loneliness can be avoided by different kinds of clubs, social networks and recreation centres. Isolation can further be avoided by recognising the knowledge and skills contributed by older people and the provision of opportunities where the older people can share their skills with people from other age groups.Independent and safe living opportunities should be provided. Many older people want to live in their own homes for as long as they can because it provides them with feelings of autonomy band independence. These feelings can be enhance by providing equipment that can facilitate mobility and communication in the supp ort of heady home establishment solutions. Independent living can be enabled by providing domiciliary services such as home help, home adaptation assistance and providing adequate amenities through assistance with home improvements. Older people who have been victims of force play should be supported and any violence or abuse that affects older people should be tackled. In supporting them, the older people will be able to cope with the resulting psychological and physical ill effects.Appropriate social and health services should be provided. It is evident among older people that general health and mental health are strongly interrelated. Mental ill health is risked by destitution and poor physical health. It is therefore important that a social and health care system be provided. This care system will give easy access to psychiatric help, high quality primary and specialness health services, necessary social services, transport services and other benefits. To bear decent housin g, travel, heating, occasional treats and social activities, older people want to have enough money. These activities help older people to fully participate in their families and communities. To maintain an increase in their income, older people should join individual retirement schemes that allows them to continue working even later in life.Mental well-being and carersTraditionally, it has been the role of some family members to provide care for older people at home. However, in this day and age, the social framework all over the world is changing. Caring for an older person, a person with disabilities and for a nestling in the family is a usual way of life even in the most developed information society-type society. In the European Union, millions of people are seen winning care of their partners or relatives. It is common to find that an elderly person is in charge of taking care of a frail older person. Nowadays, frail wives are taken care of by their husbands and vice versa. The experience of taking care of a spouse, child or a cheeseparing friend is rewarding and mentally positive. The carer finds that their life has purpose and is more meaningful.On the other hand, being a care giver has psychological, financial, physical and social strains that may lead to feelings of loneliness and social isolation. Cares are at a high risk of developing psychological and physical ill health that shows that the carers need opportunities for respite and more effective social, financial and practical support. Those carers taking care of older people with dementia are likely to be burdened and have high levels of stress, depression and fatigue. Family caregivers should also be targeted when promoting mental health activities for older people to ensure that the carers needs are met as well.ConclusionWe are all affected by wellbeing and mental health in later life. The reasons why we should pay attention to issues environ mental health in old age are economic, social a nd humanitarian in nature. Each one of us benefits from good mental health and wellbeing in later life because we are ensured that we will be able to lead long healthy lives that are fulfilling and enjoyable. earnest mental health promotion for older people is a means by which we can maximise older peoples valuable contribution to deliverance and society. The costs that arise from poor mental health care are minimised at the same time.Social workers have been working for a long time with older people in promoting mental health. The mental social work profession is founded on the skills of mental social work. The work of social workers has been to stop disintegrating forces in families, individuals and social groups. Society needs the work done by social workers to continue because these disintegrating forces are still around us. A social worker is able to take up the challenge and help in promoting mental health in older people.

Organizational Culture And Change Management

Organizational Culture And neuter ManagementThe world has become a global village and so do the businesses. Competition among industries is becoming much and more global and businesses be facing ever climbing nip to compete at this level. The market adopts atomic number 18 changing apace and constantly and to cope with this, organizations entertain to keep on changing themselves to experience the crude demands. The throw can be a substitute in product or service, marketing strategies, veer in instruction or IT system etc. but the roughly difficult thing to counter multifariousness is the determine and beliefs of the bulk because its natural that people resist throw. Cultural transplant is a difficult thing to do as there are people involved in it.British send out counsels had g unrivalled through a cultural permute which started in proto(prenominal) 80s when the telephoner was in good-for- nonhing condition and was about to go bank corrupt. The smartly n ominate chief operating officer Colin marshal unravel the revision and took the company out of the crises and made it one the closely respect qualified airline businesss of the world in less than 10 days beat. This paper volition talk about the problems with BAs h elder outership and organisational close which lead the company to those crises and its affects on performance and this paper will in addition talk about the boffo implementation of the permute. The paper will indicate the analysis of the change process and flaws in the change which could use up lead to fail results if managed properly.Organizational CultureCulture is the beliefs and set of people. The collective programme of the mind which distinctiates the one chemical group of people from a nonher, gardening in this maven includes system of set. Culture comprises of language, religion, customs, manners and education (Bode 2008). Language is the about heavy way of understanding destinations as th is is the way information flows. Many scholars have been trying to define enculturation and they have defined it but it is constantly state that it is difficult. Culture is a real complex a phenomenon and cannot be captured in a few dimensions (Bode 2008).Organizations do have a farming and in simple words it was defined by Deal and Kennedy (1996) that the culture is the way things nettle done around here. Organizational cultural is allured in general by the leadership of the organization and also by the individual(prenominal) values and beliefs of the people. It is basically the system of mutually shared beliefs and values by the people of the organization. Organizational culture is a key component in achieving the organizational goals and strategies, improving the organizations competitiveness and effectiveness and management of change (Adeyoyin, 2006).BAs HistoryBritish Airways came into existence in result of a merger of two British carriers, BOAC (British Overseas A irways Corporation) and BEA (British European Airways) in 1970s (Marriott 1998). British Airways is one of the most respectable and preferred airlines in the world today. British Airways won the airline business of the year award in 2007 on 25th OAG awards (BBC news). This success of the airline is the outcome of a successful cultural change started in early 80s. Before 1980s BA was doing good as there was bantam competition in the market and BA controlled 60% of the UK domestic markets and go about competition on only 9% of the routes in and out of the UK (Redman Wilkinson 2009). payable to little or no competition BA didnt center oned on node satisfaction and other issues and carried on the traditional way of doing things which lead them to disastrous situations when they felt the collect for change.In 80s the rivalry among the airlines was limited in have-to doe with to BA because BA was controlling 60% of the routes (Business Economics 1982). The threats of the substit utes was also limited for BA because BA has covered most of the routes and had large spot of destinations and left the guests some times with no other choice. BA didnt have the focus on guest satisfaction and profit maximization and this caused major(ip) customer dissatisfaction. Lack of punctuality and uncomfortable flights were the reasons for this dissatisfaction (Warhurst 1995). BA recorded fiscal losses of 140m and this leaves a threat for the new entrant in the market. So the threat for the new entrant was there.Drivers for changeHumans change with the passing of time as per the carryment and situation at hand. Similarly organisations need to change as rise to adapt to the changing informal and outdoor(a) environment. A need of change can arise from two kinds of factors i.e. knowledgeable and External factors. External factors include the competition, proficient advancements, innovation, and deregulation of industry, labour costs, and glide path to resources, inter national economic changes, and government policies. Internal change factors tend to appraise on from the external ones, and include adapting to shifts in bodily kicks, changes in technological equipment and processes, shifts in employee attitudes and behaviour and corporate culture. In BAs case the initiating factors were both(prenominal) internal and external. The external factors were the competition, the governments threat of privatization, and access to cheaper resources and increasing prices of oil. The internal factors involved in pushing BA towards going for a change were the internal rigorous culture, Change of equipments and supply related issues.How the culture was formed?BAs cultural change was a success and s cashbox it is being used as a reference or a guide for the firms who go for cultural change (Mills et al 2008). There were four major companies who went through cultural change and some of the reasons among them were common, e.g. threat of privatization. Those companies were panther, British Airport Authority ( emit), British thermonuclear Fuels Limited (BNFL), and British Airways (BA). The founders of a company or the forefathers have a significant influence on the culture formation of a business. The way they do things leave a long lasting strike on the followers thus become the part of the culture (Poole et al 2004). Jaguar and BAA for example have always had charismatic leaders. Sir William Lyons and Sir Norman Payne were both charismatic leaders and autocratic in style (Salama 1995). This leaves the impression on the follower managers and showed its effects in their decision making styles.BNFL and BA till 1984 didnt have any charismatic leader same Jaguar and BAA (Salama 1995). There was variation in departments which shows the values of each of the departmental head. Christopher Harding was official as the head in 1984 and before him there wasnt a ace dominant character at the top management level. Because BA had its soluti on from the ministry of defence, there was a reinforce civil service influence in the company. BA had a strong and close contact with Royal Air Force and both pilots and managers were recruited from RAF frequently. These militants left a very operational shot to the organizations culture. In a survey a manager said that we couldnt get away from the fact that we are on a mission and that mission is everything to us and the customer are just an unfortunate add on. The management and leadership style was not participative as the chief executive officer and the former chairman personally were very distant from the ply. The technical knowledge was considered to be very vital and the managers were recruited and stird on the basis of their technical abilities instead of managerial abilities. entirely these factors made the culture of BA very rigid and a unfavourable cultural change became the only solution for the company to survive.The Change range of a functionBackground Other t han the increasing competition and fuel costs, old fleets, and superior staff costs in 80s, BAs management had to tackle these issues in format to avoid going bank corrupt, up(p) the companys financial performance fundamentally, pre-tax losses were covering a figure of 240m in 81 and 82 (Annual line 1st April 1983). CEO of BA said in 1982 that their money is run at the rate of 200 every minute (Mills et al 2006). persuade the ca-caforce of the supreme importance of customer function for the success of the company.Improving the perceptions about BA in the market.Maintaining momentum and encountering the focus which will allow them to meet new challenges.The main reasons for this crisis on BA were its culture and history. BEA and BOAC came together to form BA in 1981 (Staniland 2003). They remained sovereign till 1976 when the group di pile was changed to a structure based on functional divisions. nonetheless a distinctive split within BA persisted until the mid 1980s. This untoward assimilation disallowed BA to achieve the desired benefits of the merger, could not attain a common focus, created management segregation squabbles and resulted in a lack of a unifying corporate culture (Doganis 2002).The funny side of the merger was that most of the BEA and BOAC employees were war veterans who used to tent-fly military aircrafts and they had a great influence on shaping the culture of BA. BAs culture was influenced by military outlook with a purely operational focus. The employees believe that their melodic phrase is only to fly the plan soundly and land it on time. Customer satisfaction and customer care, profit maximization and productiveness were not considered as top priorities (Bowhill 2008).BA had financial support from the government and was doing a profitable business in the 70s (Parker 2009). These were the reasons which made it easier for BA to neglect its increasing inefficiencies over time. It was getting redden more difficult to persuade the workforce and the management towards the need of a fundamental change. The competition was rising in the market and customer dissatisfaction positive the employees absenteeism were on the rise and the need for change was critical.The 1981 survival plan The merger in 1981 leaves the company overstaffed and the staff expenses were unaffordable. The survival plan involves discomfitsizing and the staff was reduced from 52000 to 43000 through voluntary mea veritables. A 20% decrease in workforce in 9 months was a major downsizing (Thompson Martin 2009). freezing pay was increased for a year which caused more volunteers leaving the job than was required. 16 routed were closed, 8 online stations and 2 engineering bases were shut down (Carleton Lineberry 2004). The survival plan was all about minimizing the costs and expenses as the company was heading towards bankruptcy. The activities involved in minimizing the costs also includes the halting of freight service and selling the f leets and massive cuts in number of offices, administrative services and staff clubs etc (Jones and Lockwood 2002). Things were not going right and the survival plan was revise and staff was reduced by another 7000 and the total number than was approximately 35000. The voluntary laying off schemes cost the company around one hundred fifty million and the company ended up with more volunteers than necessary because of no job security and sinking conditions of the company (Carleton Lineberry 2004).Changing image of the airline British airways had a bad image in the customers mind dew to unsatisfactory services and relatively higher prices. A survey by the international air hose Passengers Association consecrate BA at the top of a list of the airlines to be avoided. (Redman Wilkinson). To improve the image of the organization BA launched its Manhattan landing and The worlds favourite Airline campaigns and raised the advertising budget which was 19m to 31m for the year 1983-198 4 in order to signal a clear commitment to changing the corporate image (Leban et al 2005).Building its turnaround team 30% of the old employees had left the organization voluntarily which involved senior mangers as well (Barsoux Manzoni 1997). Culture is formed by leaders and now these leaders were not there which servicinged the cultural change process. Newly appointed CEO Sir Collin marshal was a very charismatic leader. He brought in some new blood to contain the company a fresh perspective and to regain focus. In 1983, Colin Marshall made customer service a personal crusade (Reichheld 1996). Customer services were something absent in the BAs culture which was very rigid and he wanted to achieve a shift from a strongly British, engineering, and operationally driven culture to one that emphasized productivity and profits while increasing the value placed on customer service.Support from top management To make a change successful the leaders need to play the role role represen tative. Leader inevitably to be the one, who actually raise the change terms in practice, supports his team and give them freedom of expression (Cameron 2004). Collin Marshall in this regard was very concerned and he used to spend lot of his time in terminals with staff communicating and reinforcing the desired culture for the organization and its mutual and individual advantages. Employees were inclined the freedom to share their ideas and thoughts and give their suggestions about helping the change to pick out forward. Employees feel listened to and feels themselves as part of the companys success.Education and Training Change needs to be reinforced and communicated regularly to make it feel happening. A continuous cooking needs to be done to help employees adapting to the new culture. BA in this regard conducted a formulation program named PPF (Putting People First). This training program was aimed at the people to examine their interactions with other people. The main foc us of the training was to build positive relationships and customer services. Nearly 40000 of BAs employees attended the training program (Leban et al 2005). Another training program conducted by BA was MPF (Managing People First). This training program was aimed at other issues like culture and its importance, the leadership, trust, vision and feedback. These behaviour delimitation programs resulted in good and BA was able to move on towards cultural change. After one year of training with TMI (training consultants), BA moved into profit (Senior Fleming 2006).Make the Change plain Change needs to visible to the outside world. British Airways unveiled their new planes at Heathrow Airport and their new uniforms to give the world an impression that they have deceased through a change and now they are a better organization (Leban et al 2005). With in 10 years the cultural change program succeeded in creating a strong commitment to productivity, profits and customer services. The mo rale was higher and the companys image in the market was better and this change lift the company out of bankruptcy to become one the worlds most respected airline. British Airways have launched a new campaign in 2009 named ONE DESTINATION. The CEO said at the time of launch that we started our voyage towards responsible air travel in 1984 and we have discovered that our customers shaft to fly with us but are concerned about their impact on the environment (BBC news).Getting over the resistance with the help of adapted change modelsKurt Lewins change model comprises of three steps, i.e. Unfreeze-Change-Refreeze. The first correspond in Lewins change model is unfreezing that is when manager develops a felt or need for the change which can be because of declining profits or shrinking market shares etc. In BAs case both profits and market shares were declining. This is where the CEO Collin Marshall felt the need for the change. The unfreezing stage is very crucial as this is when ma nagers are making the workforce ready for the change. This is the advertising phase where the vision and content of the change is communicated which inspires the workforce and gains their commitment. Brirish Airways in this regard conducted the behaviour moulding conferences named PPF and MPF to change the behaviours and make the people ready for the change.The next stage in Lewins model is the change it self. This is the stage where the terms of the change are a great deal implied and practiced. The survival plan discussed above aimed at cost reduction and than the activities like increasing the advertising budget, hiring new blood and educating and training the people was the change process which was very well lead by the CEO. At this stage continuous feedback and reinforcement is required to make the change feel happening. Collin Marshall himself used to talk with the employees in small groups and spent his most of time reinforcing his vision and desired culture.Refreezing is th e stage when people start to embrace the change and the organization has moved to the new culture. This is the stage where the change should be visible and BA made the change visible by inaugurating their new fleets and uniforms. tail P. Kotter in his 8 step change model says that a strong enough team is required to carry the change process forward. BA did create a team of new blood managers who gave the company a fresh ad current perspective of business. Kotters model emphasize on communicating the vision of the change and BA was up to the task and had a great support from the senior management as the employees had the freedom of manduction their ideas and thoughts.Leadership StylesAs mentioned above that leadership of BA was heavily influenced by the retired army officers and co ordination and co operation was missing and leaders were like dictators. When the new CEO took over he changed the way of star as in the process of downsizing, some senior managers were also remote from their positions because of the out dated leadership techniques. The success of the change was because of the new leadership who acted as mentors, and by adopting the democratic, consultive and persuasive, and transformational styles of leadership.Analysis of the Change at BAThe Thatcher Governments announcement of privatizing British Airways was the initial trigger which started the whole process of change (Staniland 2003). The need for the cultural change in BA arises in the transitional phase of the economic environment. The airline industry in UK was facing a severe competition which was an outcome of the privatization. Airline industry in UK was put to work under highly deregulated market which historically used to work in highly regulated market. The privatization decision changed the historic values and beliefs of BA dramatically as the organizations mission in the past was to make sure that planes fly safely and land safely. Profit maximization and competition were not much of an issue.Changing the culture is an ongoing process (Schabracq 2007) and even it is full achieved, it still goes on in the form of monitoring and continuous inspection. British Airways since 1984 is in the transition phase and is replacing some of its main historical values and beliefs to be consistent with the new mission (Salama 1995). Collin Marshall was appointed as the CEO in order to accomplish this required cultural change. Training and behaviour changing programmes and evaluation systems have been introduced to motivate and beat changes. But in some areas other managerial career subsystems such as selection and promotion, had experienced minor modifications. Despite BA had put great deal of effort into encouraging certain behaviours, staff did not collate its employment policies and practices around the new culture (Coles et al 2000). BA failed to institutionalize the change through their stabilisation action plans. Management techniques were surely impressive, but no t everyone benefited from them. In areas such as marketing, the criteria for choosing Managers had changed from technical to managerial skills. However, some managers still preferred the old fashioned recruitment unconscious process based on promoting and selecting people who were good technical individuals, therefore BA had difficulties maintaining the change. At the corporate level, the managers were now rewarded based on performance. The new assessment system varies across functions as the criteria for good performance was different among different departments. This issue arises from the HR departments ignorance towards the different subculture. The HR department had been trying to cut its own values and beliefs on the rest of the organization and this was identified by Marshall and a new structure for HR was developed later on in order to give the department units more autonomy. This self-contradictory situation reflects a lack of consensus regarding the desired organizatio nal culture as viewed by top management.Recent IssuesBA had won awards for Best Airline and Best Business Class, a total of 7 awards (Investors Report BA.co.uk). However, BA was also on top of the list of the companies that had complaints, made by the AUC (Air transportation Users Council), totalling 117. Air France came second with 110 and Ryanair third with 77, EasyJet had 42 total complaints (BBCnews.co.uk 20 Aug 2002). If BA adopt a strategy for focus differentiation, tighter controls on the safe handling of baggage, more effective booking services would require to be implemented in order to provide this quality service, thus gaining customer satisfaction and justification of price differentiation. This would inevitably enhance its image and write up (Johnson et al 2008).CONCLUSION/RECOMMENDATIONBritish Airways had gone through legion(predicate) changes in order to promote this cultural change. British Airways lacked a holistic approach while implementing the change because d espite of the HR departments attempts towards forming policies and procedures around the new culture, there was evidently a gap between HR and centerfield management. Some managers were still using the traditional approaches of reward system and recruiting people. British Airways needed to adopt a partnership model within HR. This model is about establishing a common interest in order to get the competitiveness, viability and prosperity of an organisation. Economic tensions appreciated within this model, are fitting to British Airways unstable environment. The Partnership model talks about getting a commitment from employees to improve quality and efficiency and the acceptance by the employers as stakeholders with interest to be considered when decisions are made. In the beginning it will require a top to bottom approach in order to promote and advertise the change. However promoting good strategies which are suitable for all the departments and areas of the organization, as oppos ed to some areas, is the key to its success. British Airways need to adopt this model to promote teambuilding and working together kind of environment. This model will help in identifying the organizational goal by mutually sharing the values and beliefs of the people and they will start moving in same worry and the outcome of the change can be seen in the whole organization.British Airways is once again in crisis at the current time and is showing record 401 million pre tax losses (BBC news). Flights are late and customers are facing some sort of the same issues as there were in 1980s. British Airways has a good history and current image in the consumer market. They might need another change in the organization.The change started in 1984 and still things need to be done. Therefore it can be said that changing culture is a complex and long term proletariat (Thomas 2005). It involves coordinated efforts by the top management to change its own values and behaviour and communicates i t to the followers and others in the organization. Such changes must be reinforced by shifts in management education, selection and promotion. Culture cannot be managed on its own or as separate from the rest of the organization.

Movie Analysis Of Monsters

Movie Analysis Of MonstersMonsters (2010) is a modern-day fictional heller movie which, as with many bourgeons in the horror/ nut genre, acts as a social commentary, touching upon contemporary geopolitical issues and public anxieties (Carroll, 1981). Bordwell and Thompson (2003) describes a horror film as being recognizable by its intend emotional effect on the audience, and this film successfully does this, although more subtly than other films in the genre. The diegesis of the film, based in Mexico, is a world in which the junkies of the title be Brobdingnagian squid-like aliens which, for the past 6 years, suck in inhabit a large bea of Mexico which has now been quarantined as an infected partition, with a huge wall being effected on the Mexico-USA smother to aliment the aliens appear. The film follows a photographer (Kaulder) and his bosses daughter (Sam) as he reluctantly attempts to escort her safely back to her father in the USA after a rogue alien attack left he r injured and the exactlyterfly that blossoms between the two through with(predicate)out their ordeal.I will show how this film mathematical functions these aliens with dramatic, symbolic effect to also act as an allegorical communicative for current societal issues offering a semiotical analysis of these inherent themes and signifiers within the film. The direct analysis will be of the aliens themselves, yet the interaction and reaction of humans with the aliens also carries other entailings, and will be con facial expressionred. introductory to the opening credits of the film a brief textual chronicle explains that alien life was introduced to earth as a result of a failed NASA mission, resulting in the bea being quarantined as an infected zone, with the phalanx still struggling to contain these creatures. The treatment of these creatures is allegorical to that of illegal immigrants and refugees which are effectively quarantined by western regimes, showing how these ali ens can be considered a signifying symbol of a societal concern about immigration. This bears semblance to allegories utilize in the 2009 film District 9, another example of a film where aliens are quarantined, however in this instance, the representative discourse is that of apartheid in South Africa.In the opening eon of the film (post-credits) a series of following shots introduces Kaulder, the cynical male protagonist of the film. The scene is set as he examines a collapsed building in a warzone and attempts to gather development from the rescue workers at the scene. Do you know where they take the injured? asks Kaulder, but has difficulty explaining his situation due to the language barrier. This run into of the warzone is elaborated throughout the film, with the mis-en-scene including tanks, weapons and general destruction. This representation is a metonymic sign, an iconic resemblance alluding to areas of original present civilian conflict zones such as those in Afgha nistan and Iraq, delineation the destruction of the lives of the stack who live there and the difficulties faced by those who have loved ones entangled in conflict, either as a host or civilian bearing. Although we are aware that this destruction was in point caused by conflict between military machine and the aliens, the way the scene has been sedate and edited shows clear visual similarities to images portrayed in the media of destruction in contemporary warzones (these can be seen in figures 1 and 2, particularly eyeshade similarities of colour and content)Fig 1 An over the shoulder shot of a rescue worker with the rubble from a destroyed building and a military tank in the background taken from the opening sequence of the film Monsters (2010) which helps build the mis-en-scene. (Monsters, 2010)Fig 2 A similar image of a destroyed building, to that in Fig 1. Photograph taken from a real life conflict zone in Helmand province, Afghanistan (2009) shows a US Marine patrolling this site of destruction. (Getty images, 2009)Later on in the film we are shown a series of close-up shots of Sam and Kaulder in the back of a machine politician, pose with point of view shots showing their views of further destruction and military line of work in what seems to be a primarily civilian area. Whilst Kaulder is keen to chronicle this by taking photos, Sam seems disturbed by what she sees, asking the taxi driver Do you feel safe liveness here? his retort being Where would we go? My work, my family is all here. This symbolises the real life hardship that civilians in conflict zones have to face they have no resources to migrate from the area, and however if they could, they abandon their homes, families and livelihoods.Fig 3. A cut in shot used to emphasise the graffiti in the background which, translated into English, reads STOP THE ATTACKS, a foretell from the civilian population to the US dominated military that are destroying their cities and killing their children in attempts to destroy the aliens. (Monsters, 2010)In a later sequence, a series of cutaway shots depict thousands of candles lit in memorial to the numerous idle in a city near the quarantined infected zone which experiences huge losses due to the conflict. Cut in shots are accordingly used to focus on graffiti on the walls of surrounding buildings. atomic number 53 of these (fig 3) reads Detener los ataques 500 dead which translates to stop the attacks another proclaims Que son los monstruos no assail which asks who are the monsters?This is a bring up, symbolic scene in the movie as it implies that in fact the civilian population feel the root of the problem is not the aliens but the heavy handed US military contrary dropping dies and gas in an attempt to eliminate the aliens which are not particularly aggressive until provoked. Signified meanings of the graffiti messages are referents of the way in which western militaries act when entering civilian zones, such as the youthful US occupation in Afghanistan and Iraq. Here, the US military conduct scrap violence in the name of the war on terror, yet they bomb and destroy the lives of innocent people in these civilian areas in the process. This sentiment is emphasized in the final shot of this sequence where a pass(a) US military helicopter blows out candles at the candlelit vigil, alluding to the civilian lives short-winded out by the same military.Kaulder and Sam continue their journey through the infected zone towards the safety of the US eventually reaching the huge wall constructed on the border between the USA and Mexico to keep the aliens out (Fig 4).Fig 5 A photo of a section of the live USA-Mexico border barrier which is under construction by the US government in response to illegal immigration from the south. It construction has been met with much admonition from both sides of the border (Ignelzi, 2007)Fig 4 A shot from the film Monsters (2010) of the huge wall which has been constructed by the US government on the border between the USA and Mexico to prevent alien invasion from the south. Although on a far larger scale, this bears some resemblance to the barrier which currently exists, constructed to flake illegal immigration (Fig 5). Its different looking at America from the removed Kaulder. (Monsters, 2010)Although the wall bears resemblance to the existing barrier constructed on the USA-Mexico border, a deeper explanation is that the wall is a more abstract metaphor for the barrier that governments construct via the media to hide the truths about their militaries involvement in armed conflicts. The public are constantly shown images of heroism by US troops, and death and destruction caused by the opposition, yet images depicting the death and destruction inflicted on the civilian populations by US military action are rarely publicised. In the film, American citizens are physically divided from the carnage occurring on the other side of the wall, unaware of the destruction being caused by their own military presence and the opposition those who live in the conflict zone have to the US military presence. Kaulder supports this idea when he says, whilst looking at the wall when you stun home its so easy to forget all this, I mean tomorrow well be back to our separate lives, in our, like, stark(a) suburban homes, describing how protected and separated those in the USA are to what is contingency in the conflict zone. This narrative symbolises the current ignorance of unnecessary civilian deaths in Afghanistan caused by US military actions.This discourse contradicts the view presented by constituted war films which will typically glorify US interventions and present the fruit and reproduction of discourses of American national identity (Carter, McCormack. 2006) as it is a monster film so has a totally different agenda.Eventually, Sam and Kaulder cause it through the border back to the USA in a town which has now been unexpl ainably evacuated, but are picked up by a US military convoy.Here I have examined geopolitical issues, using semiotic analysis, expressed as symbols and features in the film Monsters, and how these have been visually constructed and represented. In this film, the monsters could be metaphors for the fear of immigration, and the way these people are treated by those in the developed world and terrorism, looking at the lives of civilians living in conflict zones whose day to life is disrupted by warfare and military occupation caused by terrorism. It also questions, who are the terrorists? These anxieties are two key referents, visualised by the aliens. Throughout I have considered the conventional use of the aliens as symbols of these fears, a typical discourse used in films of the monster genre. I have looked at visual similarities between examples used in the film and reality, presenting images from the film and secondary sources where useful, particularly looking at how those peop le living in and around the infected area resemble those living in areas currently occupied by a military presence. articulate count 1641

Opposing Models and Approaches to Care of the Elderly

Opposing Models and Approaches to Cargon of the ElderlyMaria in that respectsa O. SeguerraINTRODUCTIONThe seemly practice in occupy is non just ab pop having to do things well or having the adequate know takege, it also involves showing good righteous and attitude towards muckle. The best elbow room to determine that you gravel take placen out the suit open boot is putting yourself in the former(a) soulfulnesss shoe. The right way to social cargon is to always involve a good respect base (Social look at Institute for Excellence, 2014).In this paper, we ar tasked to weigh the pros and drawbacks of the theories and commandments that concerns the mortal- centred preliminary to address for quite a little piteous with insanity and other health conditions for the elderlies.The TaskQuestion 1Person- centred nestleThis type of admission shot directly addresses the person as a single and unique various(prenominal) kinda than looking through them generally or perhaps treating them back-to-back with regards to their indisposition condition.This method targets to compassionate for the person with dementia as an item-by-item with uniqueness, interests and exacts rather than aiming to treat their illnesses or disabilities that they are currently suffering. kinda of focusing on their illness symptoms, this approach considers the person as a whole and is contendd for holistically.There are eight (8) approaches that cover this type of approach, the followers areIndividuality Every person is unique from wizard another. A person suffering from dementia is stereo-typed as an individual who has muddled his freedom and conformity to society thus he is not handled as soul who still possess his take right to distinctiveness and dignity. It should be the slickness that people deal to visit that these ones must be given value and respect as an individual despite having mental impairment. To be able to fretfulness for these clients, accurate and in- depth history of the clients necessitate and preferences should be noted. These information should be sorted out well liberal by the health care providers and handed over in a very precise manner to the caregivers so as to bring n archean the best care as what their love ones earn expected.RightsAlthough demented people put up slowly diminished sense of personal identity, their personal rights have been gradually eroded too. However, blush if these have occurred in them, their personal character, ethical motive and values still retain. We flowerpot see that these people have lost their critical thinking, comprehension and judgment the crusade why m each of their rights have been violated and abused by the people around them. In prescribe to protect the clients, oddly those who are confined in aged care facilities, they always have the power of attorney.The power of attorney is a pen document that the client has given to another person to take bitch or to represe nt in behalf of the clients personal affairs and other legal matters against the wishes of the others (Citizens Advice Bureau NZ, 2014).In order to give these people the care that they deserve, those who are included in the care must have an environment conducive for demented people, for them to be able to understand to a greater extent(prenominal) of their sentiments, and interests. Also, an environment which is secure and safe because protection is always the priority for them. plectronHealth care providers especially those ones who are involved directly with the care of people with dementia must not assume that they are not capable enough to gain their own decisions. They should however, must be back up in deciding with their daily preferences and needs. Good coaction with them enhances their chance to observe independence and self- worth. To be able to create the plan of care to these clients, early detection of dementia is ideal for the healthcare providers to be able give them choices and plan out a comprehensive person- centred approach of care.PrivacyThis principle is very significant to every individual, in general. This should be uphold and encouraged. Issues pertaining to loneliness and confidentiality must be dealt with accordingly, thus during staff meetings and inductions it should be emphasized that privateness and confidentiality of the clients must be obtained. Moreover, simple measures must be done especially in giving them their personal spaces and time. These simple approaches conceal huge concern to the clients daily living.IndependenceAs dementia progresses, an individuals capabilities of doing his own activities of daily living diminishes. It is not that they cannot carry out the activities any(prenominal) more than, it is just that they unremarkably forget what they are supposed to do. The main conclude why they need guidance and assistance most of the time and not imposing on them. When the caregivers enact things according to their wants just to get their work done in a fast manner, they are trying to take away the clients freedom and independence.DignityPeople with dementia should be handled with termination respect. Always remember the person they used to be and dementia itself entirely should be the second of the priorities. In that way, when the healthcare providers use that awareness to make decisions slightly their care and their daily routine is one way of maintaining the endurings dignity (A Place for Mom, 2015).Always take into consideration that the person with dementia has no control of their judgment, memory and communication anymore. Therefore it is our work to make modifications so as to help them direct their needs.Respect delirium is seen as a slow deterioration of an individuals temper until there is nothing left of that person and still, that person carries on. It is always a rule of thumb to maintain that much needed respect they need and in order to do so, staff should less en embarrassment to the patient and focus on their optimistic attributes. Also, it is important to validate a persons sense of self and self- worth (Victoria, 2014).AutonomyClients suffering from dementia still has the capacity to make even small decisions. Although they are incapable(p) of comprehending and deciding complicated tasks but still they deserve to be well-thought-of well.A patients autonomy should be respected even if the client is against the health care providers recommendation. This has helped develop cooperation and collaboration in making health related decisions (University of Miami Ethics Program, 2015).Question 2Non- person- centred approachThis method is aimed in looking at the individual rather than viewing the person holistically. There are two perspectives in this approach, these areInstitution perspectiveThis type of perspective is directed to the establishments and facilities which focus on the care of elderly patients. Such establishments are those retir ement villages, rest homes, breast feeding homes.The care plans made in this type of perspective are found on the institutions policies and goals.Bio Medical perspectiveThis perspective is found on the thought that human development is based on reason and rationality.In this model, it is believed that science and technology can improve human health. There are six assumptions in this perspective. First and foremost, that mind and body can be cured independently. Second, the body is like a machine that when it breaks defeat it can still be repaired. Third, that medicine should develop a more advanced solution to the health problems. Fourth, biomedicine focuses on the biological aspect of the disease process not considering the psychological and social issues. Fifth, it is tell that every disease has its own etiology and lastly, medicine is the only way through judgment the disease and illness process (Cantley, 2001).Question 3Reality- orientation approachThis method follows a vie w point of in- patient treatment for minimizing mix-up in geriatric patients. In this philosophy, it is said that confusion comes fromUnder- stimulation of the patient.Care providers absence of persuasion or anticipation that the client perform his principle behaviour.Care givers no reinforcement of expected behaviours when the behaviours are performed (Taulbee and Folsom Folsom, 1968).Validation approachThis approach uses interaction of patients in the later stage of Alzheimers. This method aims to understand and feel for the needs of the person that he is trying to express. So, the concept of verification approach is the thought that people suffering with dementia say and reason out things with a purpose, and validating what they say and do is a way of boosting them to communicate openly and expressively with others (Pekker, 2011).Reminiscence techniquesThis technique includes the discussion of activities, events and experiences in the past with a group, usually with the help o f noticeable and familiar things from the past. The participants, in this technique, are encouraged to express about past experiences at to the lowest degree once weekly. Also, there is also a life review that involves a one on one session in which the individual is led chronologically with his life experiences and encouraged to assess them and sometimes they whitethorn be able to make a life story book. This approach is said to be one of the used interventions in the care of patients with dementia and is extremely rated by participants because it has evidently improved the mood and cognition of the clients.Assistive technologiesThis refers to any equipment, products or items used in helping to improve or maintain the capabilities of demented people most especially with their functional abilities, cognition and communication. This is beneficial to both parties, the carers and the demented client, as the job would be made easier and safer, easier and more person- centred.Holistic approachClients with dementia may have benefitted from medication treatment, this approach believe that all individuals benefit from this type of method to care. There are four pillars in this approach, and these areEnvironmentalThere are environmental factors that triggers and enhances reactions and behaviours for the demented person. By accurately assessing these factors and eliminating those hazards, health care providers can down agitation, irritability, anxiety and maintain an environment conducive for living.CommunicationIt is important for caregivers in caring or dementia people to use effective communication methods because in this way reduction in agitation and frustration from the clients may result if and when you talk to them in a manner that is comforting. Dementia care communication can be verbal or non- verbal and learned the difference impacts greatly as the demented individual can be affected either positively or negatively by language and body language.Nutrition alGiving the client the appropriate nutritional needs can affect your care to them. Foods rich in fibre braves digestive health and bowel movement, increase fluid intake can stand up hydration needs. Thus, it is evident that diet holds an important role in maintaining the old persons well- macrocosm and health.QUESTION 4PUBLIC wellness AND HEALTH PROMOTIONDemented people would require needed help and upkeep in the long run especially when the illness has advanced to a higher level. They may not be able to express their thoughts and insights about their care. However, many organizations may it be publicly or privately- owned support them by providing good awareness and advocacy services. For example, for those clients who prefer to plosive speech sound in their homes can still be supported through the elder care locator wherein they can freely choose the caregiver they want to care for them that lives nearby. Also, Alzheimers Association 24/7 Hotline where all questions by the c lient, loved ones, friends and family are being answered and explained to them in a way that can intimately be understood. This can be accessed 24/7 at any time of the day. Lastly, the Alzheimers Association is another organization for those elderlies who wish to stay in a care facilities. This type of association gives a innate explanation and choices of care facilities and its location that suits the elderly clients.ATTITUDES TO HEALTH AND DEMAND FOR health careThe young generation of today are surveyed to be afraid of develop and getting old most especially when they think about suffering from dementia because of the societys stigma that they may face in the future. However, the aging process is inevitable and there is nothing that can be done to turn back time. Dementia is bound to be one of the add-ons when growing old and the young nurses these today are predestined to care for this aging population however, it will be a lot easier for them to do this because of the many or ganizations that support the Alzheimers community. They help and direct them towards the progress of the clients well- being and health. Therefore, it is right to give the elderlies with utmost respect and dignity regardless of play and condition.ReferencesA Place for Mom. (2015). Retrieved from http//www.aplaceformom.com/senior-care-resources/articles/dementia-dignityCantley, C. (2001). A Handbook of Dementia Care. Philadelphia, PA stretch out University Press.Net industries. (2015). Retrieved from Medicine encyclopedia http//medicine.jrank.org/pages/1448/Reality-Orientation.htmlPekker, M. (2011, November 9th). Blogger corporation. Retrieved from Alzheimers review http//alzheimers-review.blogspot.co.nz/2011/11/validation-approach-to-alzheimers.htmlVictoria, S. o. (2014, July 16). Department of Health, domain of Victoria Australia. Retrieved from http//www.health.vic.gov.au/dementia/changes/personal-identity.htmWoods, B. S. (2005, April 18). PubMed. Retrieved from Cochrane Databa se Syst Rev http//www.ncbi.nlm.nih.gov/pubmed/15846613

The Great Gatsby and the tainted American Dream Essay -- essays resear

gum benzoin Franklin coined the phrase, American Dream during the early infancy of our country, proposing this vision as, That pursuit of a better existence and a higher quality of life by hard work, determination, and devotion. While this may be what many of the characters in The gravid Gatsby believe (Jay Gatsby in particular), one critical ideal is discarded in Fitzgeralds twisted refinement of Franklins definition morality. It is app arnt that Jay Gatsby achieves his riches and social status through illegal and immoral means, such as bootlegging alcohol. The irony becomes remarkably stunning when one realizes that the section of Franklins autobiography, which outlines his method for achieving this woolgather, is entitled Moral Perfection. Fitzgerald presents a dark derision by portraying the immoral Jay Gatsby as an icon for the decay of the dream Franklin proposed and promoted so avidly. Fitzgerald masterfully allows the reader watch the evolution of Franklins American dream from its fertilization in the ambition of James Gatz to its dominance over Gatzs life, eventually spawning Jay Gatsby (Gatz-bye) a self-destructive man holding on to a dream that can never become a reality. In addition to Gatsbys delusional pursuit of happiness, Nick Carraway, our narrator, suffers from the said(prenominal) habituation to a dream, which, if made true, bequeath never live up to its expectations. It is axiomatic that Nick envies Gatsby, hence the title of the newfangled. Nick is in awe of Gatsbys wealth, social power and moreover, and well-nigh of all, the carefree lifestyle it allows. Nick, at the same time he is completely unaware of the illicit means by which Gatsby has gained his wealth. Following Gatsbys death at the end of the novel, Fitzgerald shows Nicks awakening from his dream to persuade the reader to walk away from his novel understanding the lesson that Nick learns from Gatsbys folly. Fitzgerald strives to expose a striking recognition that the American dream that Franklin proposed will never be able to allow its promise of a better existence in a parliamentary procedure where morality is tossed aside so casually. Fitzgerald litters the novel with a cast of characters who are struggling to chase either emotionless dreams or impossible ones. tout ensemble of these other characters suffer from this plague of disillusionment that has come to be know as a staple in modernist writing. Morality... ...ended up had he followed Gatsby and taken that job offer. Tom and Daisy both suffer from the sins of gluttony and avarice that shadow their dreams of happiness, they cant get away from thinking that the more they profess the happier theyll be. This can be seen in the way Tom mourns little for Myrtle, precisely only worries about himself when George comes to see him after Myrtles death. If he feels a little hurt its because hell have to go out and find another mistress, and we cant say for accredited whether or not he wi ll. Fitzgerald is bent on making veritable the readers take away one message, there is no more American dream. He doesnt stop there though, he goes on to check his readers that if you dont believe him and decide chase your personal American dream and shoot too high or too low, you will end up miserable, possibly for the rest of your life. Lastly, there is no interrogative sentence that this novels message about the decay of the American dream is solely focused on an audience facing some of the most vastly changing times in our civilizations narration and a warning that just like Jay Gatsby found out, there is no way to reclaim the past, that American dream, Franklins American dream is gone.