Summary Essay Example | Topics and Well Written Essays - 5000 words

Summary - Essay Example The major question is: What is tourism education? The other important concept to consider is to establish the difference between tourism education and tourism training. The other important question that sought to be addressed by the study is: How has tourism education developed in Indonesia? More importantly, the chapter sought to explore the concepts and methods used in delivering tourism education in the learning as well as teaching process. The chapter also sought to explore the level of tourism in the Indonesian Higher education. Tourism education has rapidly developed during the past two decades in different parts of the world. For instance, the first degrees in travel and tourism were offered in the 1980s in the UK (Messenger, 1991). This trend has slowly spread to other countries both developing and developed. Research has shown that this trend is a bit similar in developing as well as developed countries. However, there has been debate about whether to consider tourism as a discipline on its own. This is mainly because it is widely viewed as an emerging discipline which has not yet fully developed. The group that argues that tourism is a discipline on its own state that there have been different distinctive concepts peculiar to the tourism industry that have developed during the recent past (Leiper, 2000). For instance, the main destination ratio is a concept specifically meant for the tourism industry (Leiper, 1981). The Australian Standard Research Classification asserts to the notion that tourism has been long identified as However, the other group argue that tourism cannot be regarded as a discipline on its own as a result of the fact that it lacks integrated frameworks that have been developed in various disciplines in different researches. In actual fact, they argue that there are few or no theories that have been specifically developed for this area of study which means that it cannot be regarded as a

Satisfaction Rates Among Outpatients of Hospital

Satisfaction Rates Among Outpatients of Hospital Assessment of satisfaction among outpatient department (OPD) patients visiting tertiary level government hospital ABSTRACT Background Selection of an appropriate health care and measurement of its quality is very complex and elusive yet the tools of its measurement have been improving. It is easier to evaluate the patient’s satisfaction towards the service than to evaluate the quality of medical services that they receive. (1) Therefore, a research on patient satisfaction can be an important tool to measure of health system performance and improve the quality of services. (2,3). Satisfaction manifests itself in the distribution, access and utilization of health services. Objective: The main objective of this study is to measure the satisfaction of OPD (Outpatient Department) patients in tertiary care public health facility namely Guru Gobind Singh govt. Hospital, Jamnagar, Gujarat. Materials and Methods: Data were collected from a pre-tested pre-structured questionnaire from 322 patients who gave the verbal consent at the end of their O.P.D visit at tertiary health facility, Guru Gobind Singh Government Hospital, Jamnagar for days from to. The items in the questionnaire referred to particulars of the patients such as age, gender, education, occupation, income, family type etc.; perception of patients towards doctor , paramedical staff, basic amenities and quality of care. The responses were expressed in proportions. The data was tabulated on Microsoft Excel sheet and analyzed using EPI info. Results –Although majority of patients were satisfied with the availability of medicines; availability of information on illness, treatment and prevention; doctor’s patience, compassion and dedication but most of the patients were not satisfied with the behaviour of hospital personnel ;delay in reception of investigation reports ;unhygienic toilets and improper cleanliness of hospital; and lack of availability of drinking water . INTRODUCTION Quality care is the most important dimension of public health and it has emerged as an internationally important aspect in the health care services provision. This quality of care can be measured in terms of structure, process and outcome. Structure refers to the basic infrastructure and facility, process refers to the way the care is delivered and outcome refers to the end result. (4) While measuring health outcome and quality of patient care services, patient’s satisfaction is considered to be important component. Patients’ perceptions about health care systems and his satisfaction seem to have been largely ignored by health care managers in developing countries (12). The outcome of any disease is influenced not only by the appropriate diagnostic and treatment services but also the receipt of satisfactory care from service providers. A satisfied patient is more likely to develop a deeper and longer lasting relationship with their medical provider, leading to improve compliance, continuity of care and ultimately better health outcome. But it is difficult to measure the satisfaction and gauze responsiveness of health systems as not only the clinical but also the non-clinical outcomes of care do influence the patients’ satisfaction ,(5)such as: Quality of clinical services provided, availability of medicine, behavior of doctors and other health staff, cost of services, hospital infrastructure, physical comfort, emotional support, and respect for patient preferences.(6) Mismatch between patient expectation and the service received is related to decreased satisfaction.(7) Therefore, assessing patient perspectives gives them a voice, which can make public health services more responsive to people’s needs and expectations.(8,9) In the recent past, studies on patient satisfaction gained popularity and usefulness as it provides the chance to health care providers and mangers to improve the services in the public health facilities. Patients’ feedback is necessary to identify problems that need to be resolved in improving the health services. Even if they still do not use this information systematically to improve care delivery and services, this type of feedback triggers a real interest that can lead to a change in their culture and in their perception of patients. (10) OPD is the window to any health system and OPD care indicates the quality care of hospital reà ¯Ã‚ ¬Ã¢â‚¬Å¡ected by patient’s perception in terms of satisfaction to the services they are provided.(11)This study was therefore undertaken at OPDs of tertiary level health facility in Jamnagar to measure patient satisfaction. The main objective of this paper is to know the desired level of services as perceived by the patients about various components of out-door patient department (OPD) services. In this study, the OPD is defined as the hospital’s department where patients received diagnoses and/or treatment but did not stay overnight. MATERIALS AND METHODS Study design: Institution based cross-sectional study. Study population: The present study was conducted among the patients attending the outpatient department (OPD) of Guru Gobind Singh government hospital, Jamnagar. Period of study: The period of survey was days from to. Sampling frame: The sampling frame consisted of the outpatient department (OPD) of Guru Gobind Singh government hospital, Jamnagar. . Sample size: fifty percent of the OPD patients. Sampling technique: random sampling technique. The sampling population was interviewed from the most frequented OPDs (Medicine, General surgery, Obstetrics and Gynecology, Paediatrics, Orthopedics, Otorhinolaryngology, Ophthalmology, Skin, Tuberculosis and Chest diseases) according to probability proportion to size based on the past years OPD attendance. Inclusion criteria: A new or referred patient attending the OPD of the respective health care facility who gave verbal consent, Exclusion criteria: Patients working in the health care facility and patients admitted (indoor patients) and follow-up patients attending the OPD of the respective health care facility, who didn’t gave verbal consent or gave incomplete information, were excluded from the study. Selection of patient: The patients attending the OPD of the respective health care facility were selected for the interview by systematic random sampling. Depending upon the previous attendance of the particular department and the time taken to complete the interview, a random number was chosen and every nth patient was selected for the interview. This process was continued till the required sample size was completed. Tools of data collection: Permission to conduct the study was taken from the superintendents of the concerned health care facility. All the patients were interviewed after they had consulted the doctor. Informed verbal consent was taken from all the participating patients before the start of the interview after telling them about the objective of the study and the approximate time that will be involved in the completion of the interview. The prescribing doctor was largely kept unaware of the procedure, except in unavoidable circumstances, to avoid the bias in their behaviour with the patient. A pre-tested pre-structured questionnaire was used to record information taking the key elements of socio-demographic characteristics and perception of the patients regarding quality of services available at the outpatient health care facility. Analysis Data was tabulated on Microsoft Excel sheet and analyzed using the software Epi Info version 6. OBSERVATIONS AND RESULTS:- Table 1-socio-demographic profile of the patients:- Among all the subjects interviewed during the data collection, 322 were included in the statistical analysis and the remaining were not included, because of incomplete information. A majority (56.21%) of the responders were male. The mean ages of the responders were years .About 40% of the responders were illiterate. About half (56%) belonged to a joint family. Nearly half of the study subjects belonged to the lower socioeconomic status category as per the Kuppuswamy classification. TABLE 2-PATIENTS’ PERCEPTION OF THE QUALITY OF SERVICES AVAILABLE (n =322) The results regarding each question are shown in Table 2. Most of the respondents were satisfied with the availability of medicines, also they were able to get the medicines easily. Most of the respondents agreed that complete information was provided to them on the illness, treatment, and the methods to avoid illness. Almost half (48%) of the patients were not satisfied with the politeness of the hospital personnel. More than half (61%) of the patients stated that hospital personnel were not helpful. 59 % patients said that the doctor did not give them adequate time while 60% of the patients said that the doctor has given enough time to listen completely to their complains. 57% of the patients were satisfied that the doctor has checked carefully and was readily answering their questions. Almost 50% of the patients were told that the doctor gave them adequate time and didn’t rushed. 42% patients couldn’t easily locate the place of investigation. 55% of the patients didn’t receive their reports in time. 57% of the patients were not satisfied with the cleanliness of the hospital. 69% of the patients were not satisfied with the toilet conditions. 59% of the patients stated that drinking water wasn’t available in the hospital. TABLE – 3: QUALITY OF CARE Overall 66.45% respondents termed the hospital services as satisfactory, 62.11% were satisfied with the treatment given, but 52.48% stated that the services provided were not worth the money spent, and 40.99% replied that they would not like to visit the facility again in future. [Table 3]. DISCUSSION In our current study, patients were satisfied with the ease of availability of the required medicines while in a study done by Sivalenka (13) medicine supply was an area of concern. Most of patients were satisfied with the information provided to them about illness, its treatment and prevention. Patients were not very satisfied with the behaviour of the hospital personnel .lack of monitoring of staff, due to very high patient load, could be the reason for this. It was observed during the study that the ultimate satisfaction of the patient is their rapport with the doctor. A patient forgets the pain he faces to reach the doctor if the doctor sees him with patience and compassion. In our study, most of the patients were satisfied with the behaviour of the doctor, which was similar to the result of study by Kumar et al (14). More than half of the patients were not satisfied due to the delay in reporting time of the investigations thereby increasing their waiting time which is similar to other studies (17-18). Some of the responder cited inability to locate the departments as a constraint. Lack of proper sign boards leads to difficulty in locating the departments. A good number of patients were not satisfied with the cleanliness of the hospital. Also most of them were not satisfied with the condition of the toilets. As compared with private sector, government hospitals lack in general cleanliness and hygienic toilets, thereby leading to severe patient aversion and dissatisfaction, which needs to be improved .similar findings have been observed in some other studies (13-16) As observed in our study, Overall level of satisfaction of patients towards government tertiary care health facility is low, although patients appeared to be satisfied with the doctors, which seems to be a strong reason of their still existing faith in the tertiary care government hospital. Thus we need to improve the rest of the factors so as to keep up to the expectations of the patients ,thereby try to fulfill the basic need of patient- which is readily available ,easily accessible, and satisfactory health services for all. CONCLUSIONS Efforts should be made to reduce the patient load at the tertiary level facilities so that doctors and other staff can give more attention and time to the patients. The findings of the present study can be utilized to improve the services at public health facilities of the state resulting in the more satisfaction of patients availing such public health facilities. REFERENCES (1)Study on Patient Satisfaction in the Government Allopathic Health Facilities of Lucknow District, India, Ranjeeta Kumari et al Indian Journal of Community Medicine / Vol 34 / Issue 1 / January 2009 (2) White B. Measuring patient satisfaction: how to do it and why to bother. Family Practice management [serial online] January 1999; [9 screens]. Available from: http://www.aafp.org/ fpm/990100fm/40.html. (3) How satisfied are your patients? Family Practice Management April 1998; [2 screen]. Available from: http://www.aafp.org/ fpm/980400fm/fpstats.html (4) Measuring patient satisfaction: A Cross sectional study to improve quality of care at a tertiary care hospital. – by Andrabi Syed Arshad et.al. Healthline ISSN2229-337X Volume 3 Issue 1 January-June 2012 (5) Agrawal D. Health sector reforms: Relevance in India. Indian J Community Med 2006;31:220-2. (6) Jenkinson C, Coulter A, Bruster S, Richards N, Chandola T. Patients’ experiences and satisfaction with health care: Results of a questionnaire study of specific aspects of care. Qual Saf Health Care 2002;11:335-9. (7)McKinley RK, Roberts C. Patient satisfaction with out of hours primary medical care. Qual Health Care 2001;10:23-8. (8)World Health Organization. The World Health Report 2000-Health Systems: Improving Performance. Geneva: WHO, 2000. (9) Rao KD, Peters DH, Bandeen-Roche K. Towards patient-centered health services in India- a scale to measure patient perceptions of quality. Int J Qual Health Care 2006;18:414-21. (10) 6. Boyer L, Francois P, Doutre E, Weil G, Labarere J. Perception and use of the results of patient satisfaction surveys by care providers in a French teaching hospital. Int J Qual Health Care 2006;18:359-64. (11) Assessment of Client’s Perception in Terms of Satisfaction and Service Utilization in the Central Government Health Scheme Dispensary at Kolkata, D Haldar, AP Sarkar, S Bisoi1, P Mondal2Indian Journal of Community Medicine, Vol. 33, Issue 2, April 2008 (12) Measuring Patient Satisfaction: A Case Study to Improve Quality of Care at Public Health Facilities. Prahlad Rai Sodani. Indian Journal of Community Medicine / Vol 35 / Issue 1 / January 2010 (13) Sivalenka S. Patient satisfaction surveys in public hospitals in India. Available from: http://www.rand.org. [Last accessed on 2011 Feb 16] (14) Kumari R, Idris MZ, Bhushan V, Khanna A, Agarwal M, Singh SK. Study on patient satisfaction in the government allopathic health facilities of Lucknow district, India. Indian J Comm Med 2009;34:35à ¢Ã¢â€š ¬Ã¢â‚¬Ëœ42 (15) Peerasak L, Surasak B, Pattanawadi U. Patient satisfaction on health service at the family medicine learning centers. Chiang Mai Med Bull 2004;43:67à ¢Ã¢â€š ¬Ã¢â‚¬Ëœ76. (16) Bhattacharya A, Prema Menon P, Vipin Koushal V, Rao KL. Study of patient satisfaction hospital in a tertiary referral hospital. J Acad Hosp Adm 2003;15:29à ¢Ã¢â€š ¬Ã¢â‚¬Ëœ31 (17) Measuring patient satisfaction a case study to improve quality of care at public health facilities / Ind jcom. Med Vol 35 issi 1 jan 2010, 52-56. Prahlad Rai Sudani et.al. (18)Patient satisfaction with out of hours primary medical care. Quality in health care,2001;10:23-28 R K McKinley, C Roberts.

Prozac :: essays research papers

Prozac Classification   Ã‚  Ã‚  Ã‚  Ã‚  Fluoxetine is a legal prescribed medication (Fluoxetine, 2000). The brand name of this drug is Prozac (Fluoxetine, 2000). Fluoxetine belongs in a category of drugs called selective serotonin prescription (PDR, 2000). This is a synthetic drug (Fluoxetine, 2000).reuptake inhibitors (SSRIs) (PDR, 2000). Prozac is not a controlled substance but needs a Usage   Ã‚  Ã‚  Ã‚  Ã‚  Prozac is used as an antidepressant, antiobsessional and antibulimic medication (Fluoxetine, 2000). Prozac is presumed to inhibit the reuptake of serotonin (Fluoxetine, 2000). In patients with depression it relieves symptoms of the illness (Fluoxetine, 2000). For those with bulimia nervosa Prozac was shown to decrease binge eating and purging when compared to a placebo (Fluoxetine, 2000). In obsessive-compulsive disorder it significantly reduces the symptoms (Fluoxetine, 2000). Usage: Epidemiology   Ã‚  Ã‚  Ã‚  Ã‚  The use of Prozac is so wide spread that since its release over ten years ago thirty-five million have been prescribed world wide in over one hundred different countries (PDR, 2000). Over seventeen million patients have been prescribed Prozac in the United States alone (PDR, 2000). Prozac is the worlds most prescribed antidepressant (PDR, 2000). Warnings   Ã‚  Ã‚  Ã‚  Ã‚  Allergic reactions have been noted in some patients; these include: rash, fever, edema, and carpal tunnel syndrome (Fluoxetine, 2000). If these reactions persist and no other cause can be found treatment with Prozac should be discontinued (Fluoxetine, 2000). Precautions   Ã‚  Ã‚  Ã‚  Ã‚  During the clinical trials anxiety and nervousness were reported by ten to fifteen percent of patients (Fluoxetine, 2000). Persons already underweight and depressed showed significant weight loss when on Prozac (Fluoxetine, 2000). Prozac should be used with caution in patients with convulsive disorders (Flouxinte, 2000). The possibility of suicide is greater in those patients who are depressed; therefore Prozac should be administer with supervision to these patients (Fluoxetine, 2000). This medication should be only given to patients with anorexia nervosa if the benefits outweigh the risks (Fluoxetine, 2000). Prozac became the worlds most prescribed antidepressant herald of its â€Å"transformative powers† (Cash, Brown, 2000). Among side effects are appetite reduction and weight loss (Cash, Brown, 2000). In a study of college age women the knowledge of prozacs weight loss properties increased the likelihood of a woman deciding to try the drug (Cash, Brown, 2000). The women said they would choose Prozac regardless of the side effects if one of the main effects was weight loss (Cash, Brown, 2000). Women’s perceived notions about being thin outweighed their concerns about the possible negative side effects of Prozac (Cash, Brown, 2000). Patients with diabetes may have altered glycemic rates while on this medication (Fluoxetine, 2000). I have found conflicting reports on the use of Prozac and the pregnant woman. I will give them both consideration in this report. Prozac :: essays research papers Prozac Classification   Ã‚  Ã‚  Ã‚  Ã‚  Fluoxetine is a legal prescribed medication (Fluoxetine, 2000). The brand name of this drug is Prozac (Fluoxetine, 2000). Fluoxetine belongs in a category of drugs called selective serotonin prescription (PDR, 2000). This is a synthetic drug (Fluoxetine, 2000).reuptake inhibitors (SSRIs) (PDR, 2000). Prozac is not a controlled substance but needs a Usage   Ã‚  Ã‚  Ã‚  Ã‚  Prozac is used as an antidepressant, antiobsessional and antibulimic medication (Fluoxetine, 2000). Prozac is presumed to inhibit the reuptake of serotonin (Fluoxetine, 2000). In patients with depression it relieves symptoms of the illness (Fluoxetine, 2000). For those with bulimia nervosa Prozac was shown to decrease binge eating and purging when compared to a placebo (Fluoxetine, 2000). In obsessive-compulsive disorder it significantly reduces the symptoms (Fluoxetine, 2000). Usage: Epidemiology   Ã‚  Ã‚  Ã‚  Ã‚  The use of Prozac is so wide spread that since its release over ten years ago thirty-five million have been prescribed world wide in over one hundred different countries (PDR, 2000). Over seventeen million patients have been prescribed Prozac in the United States alone (PDR, 2000). Prozac is the worlds most prescribed antidepressant (PDR, 2000). Warnings   Ã‚  Ã‚  Ã‚  Ã‚  Allergic reactions have been noted in some patients; these include: rash, fever, edema, and carpal tunnel syndrome (Fluoxetine, 2000). If these reactions persist and no other cause can be found treatment with Prozac should be discontinued (Fluoxetine, 2000). Precautions   Ã‚  Ã‚  Ã‚  Ã‚  During the clinical trials anxiety and nervousness were reported by ten to fifteen percent of patients (Fluoxetine, 2000). Persons already underweight and depressed showed significant weight loss when on Prozac (Fluoxetine, 2000). Prozac should be used with caution in patients with convulsive disorders (Flouxinte, 2000). The possibility of suicide is greater in those patients who are depressed; therefore Prozac should be administer with supervision to these patients (Fluoxetine, 2000). This medication should be only given to patients with anorexia nervosa if the benefits outweigh the risks (Fluoxetine, 2000). Prozac became the worlds most prescribed antidepressant herald of its â€Å"transformative powers† (Cash, Brown, 2000). Among side effects are appetite reduction and weight loss (Cash, Brown, 2000). In a study of college age women the knowledge of prozacs weight loss properties increased the likelihood of a woman deciding to try the drug (Cash, Brown, 2000). The women said they would choose Prozac regardless of the side effects if one of the main effects was weight loss (Cash, Brown, 2000). Women’s perceived notions about being thin outweighed their concerns about the possible negative side effects of Prozac (Cash, Brown, 2000). Patients with diabetes may have altered glycemic rates while on this medication (Fluoxetine, 2000). I have found conflicting reports on the use of Prozac and the pregnant woman. I will give them both consideration in this report.

Black People and Prejudice Essay

â€Å"Ahhhhhhhh! † I squealed and jumped for joy the moment I dropped the phone. I hurrily scurried over to my mom to share the news. â€Å"Mommy, I got my first job! † This was the stepping stone to me being an independent young woman. I was officially employed at Hollister Co. as a sales model. I was ecstatic and excited to make some money at the tender age of 15. My first week was definitely a learning experience; from learning how to maintain a cash registrar to folding tons of polos and jeans. Soon through this journey, it started to become bittersweet. With three months of being employed, my shifts were diminishing from 4 shifts a week to 1 shift a week. As I looked at the schedule postings for the week, I noticed a trend with the scheduling of the shifts. Ironically, most of the employees that were working more hours and more shifts were white females. I figured it might have something to do with the fact that my supervisor is a white surfer-boy who is infatuated with beach-blonde beauties. However that did not stop me from asking him to put me on the schedule more. Sadly, I resent the day I had asked him. Unfortunately, he felt that I didn’t have the â€Å"natural beachy look† that Hollister Co. was trying to perceive. I am of Malaysian decent and have tan skin color. Hearing that definitely bruised my ego and made me self-conscious about my appearance. I felt this was a tactic for me to quit, and so I did. Over the months I begin to realize that ultimately there will be people in the world that have a perspective of life that I cannot seem to change. I had realized that this was not my fault; it was his own personal judgment that led him to think that. I was treated this way because of how I looked not on who I am. Many people have tried to explain the reasoning of why people are prejudiced and discriminate against one another. Two readings that are eye-openers about prejudice are â€Å"Causes of Prejudice† and â€Å"C. P. Ellis. † In the essay, â€Å"Causes of Prejudice,† the author Vincent N. Parrillo explains the reasons for racism and discrimination in the United States. Which brings us to Studs Terkel’s essay â€Å"C. P. Ellis,† he tells us the story of C. P. Ellis, a former Klansmen who claims he is no longer racist. With Parrillo’s essay, we will analyze what caused C. P. Ellis to be prejudice and how he changed. Parrillo’s Causes of Prejudice outlines reasons how and why prejudice exists in today’s society. Parrillo first starts out telling us that prejudice is the rejection of a member of a certain culture, and that ethnocentrism is a rejection of all culture as a whole. He then states that there are four areas of study to consider when dealing with prejudice; levels of prejudice, self-justification, personality, and frustration. This theory is ideal to the root of why and where prejudice starts. He explains that the first level of prejudice is the cognitive level of prejudice. This is a person’s beliefs of a culture. The second level is the emotional level of prejudice. This level includes what kind of emotional response a culture has on a person. These emotions for example can be that of hate, love, fear, etc†¦ The final level, explains Parrillo, is the action oriented level. This is the desire to physically act upon their prejudice feelings toward the person or culture. As stated in the text, â€Å"The emotional level of prejudice encompasses the feelings that a minority group arouses in an individual. Although these feelings may be based on stereotypes from the cognitive level they represent more intense stages of personal involvement† (Parrillo 386). His statement holds true. In the sense of economic competition prejudice occurs frequently. We need to realize that jealousy is an important factor of prejudice. There would still be competitions, hatred, and stereotyping. It is just in our human nature. The story of C. P Ellis begins as he discusses his life as being a white male from a low-income class. His frustrations and misfortunes lead him to become a member of the Ku Klux Klan. His father always told Ellis to stay away from blacks, Jews, and Catholics’ and he obeyed his father’s wishes. In a sense, it seemed as if Ellis truly admired his father. At 17 years old, his father soon passed away and Ellis was forced to work to tend to his family. Ellis discusses his frustrations on having to make ends meet with four children, the eldest being mentally challenged and the struggles he has to endure to make it happen. Ellis begins to blame the black people for his tragedy and his misfortune of not being able to have sufficient funds. In relevance to Parrillo’s essay, he explains that â€Å"frustrations tend to increase aggression toward others† (Parrillo 393). This ties into the anger that Ellis began to direct it towards as he stated, â€Å"I didn’t know who to blame. I tried to find somebody. I began to blame it on black people. I had to hate somebody† (Terkel 400). Ellis believed that blaming others rather than himself was the best way to get over his frustrations. We are then exploited to the self esteem Ellis had and his state of mind when starting his racist rampage. To begin with, Ellis shows throughout the essay that he is weak minded and has very low self-esteem. Ellis states, â€Å"The majority of ‘em are low income whites, people who really don’t have a part in something. They have been shut out as well as the blacks†¦ So the natural person to hate would the black person† (Terkel 401). Ellis started to hate the fact that he was poor and turned to the KKK. He felt the KKK opened opportunities he could achieve because of the stability and members of the group. Parrillo states that â€Å"self-justification† is lead to believe the main cause of prejudice. He states â€Å"a person may avoid social contact with groups deemed inferior and associate only with those identified as being of high status† (Parrillo 387). We can identify the behaviors and personality Ellis displays is relevant to the same behaviors and personality of his father. Throughout the story, Ellis directed his hatred towards blacks just like his father did. Ellis states â€Å"The natural person for me to hate would be black people, because my father before me was a member of the Klan. As far as he was concerned, it was the savior of the white people† (Terkel 400). We can recognize that his racist ways came from his father who told him what to believe. We can identify this as the â€Å"socialization† factor of prejudice. When one is taught something which they live by all their life they begin to play a role just as the one who taught them those ways. Parrillo elaborates, â€Å"We thus learn the prejudices of our parents and others, which then become part of our values and beliefs. Even when based on false stereotypes, prejudices shape our perceptions of various peoples and influence our attitudes and actions toward particular groups† (Parrillo 394). We can make the connection that Ellis’s father was racist he gained his father’s characteristics as well as his beliefs. This also ties in when he begins to blame black people because he was taught they were the cause of the economic problems he was facing. Ellis states â€Å"If we didn’t have niggers in the schools, we wouldn’t have the problems we got today† (Terkel 402). Here he did not truly experience what he believed but he was told this and began to live by it, which was passed down by his father. Over the time, Ellis and his views about the blacks changed altogether. In the end, Ellis has an epiphany once he realized how much in common he really had with blacks. He soon began to realize that black people were just as normal and looking for the same thing in life. He tells us what he realized later in his life â€Å"As long as they kept low-income whites and low-income blacks fightin’, they’re gonna maintain control† (Terkel 403). The revelation is going to change his life. He refers to they as being the politicians and government. He began to have his own mind set and realize that all are alike and should not be treated differently. Some white people had just as low incomes as some black people, which led him to realize that they were all at the same level. There is no explanation as to why Ellis really decided to all of a sudden change his views. We can relate this to Parrillo’s statement, â€Å"Although socialization explains how prejudicial attitudes may be transmitted from one generation to the next, it does not explain their origin or why they intensify or diminish over the years† (Terkel 394). In conclusion, both Parrillo’s essay and Ellis’s story go hand in hand in showing us the real reason why prejudice and racism still exists today. Vincent Parrillo exemplifies valid points and key notions on why cause a person to be prejudice and racist. C. P Ellis provides an insightful eye and truly gives us hope that maybe people will change their views over the years. Both showed us that prejudice is a prime factor in this society and this is because everyone was born and raised differently. Everyone has their own beliefs and ideas. Value, attitudes, beliefs and culture all are targets of prejudice. Regardless of anything, we will never be able to change that. People just try to persevere to the stereotyping and criticizing of other races and their own. Works Cited Parrillo, Vincent N. â€Å"‘Causes of Prejudice. † Rereading America: Cultural Contexts for Critical Thinking and Writing. Ed. Gary Colombo, Robert Cullen, and Bonnie Lisle. 8th ed. Boston: Bedford St. Martin’s, 2010. 384-398. Terkel, Studs. â€Å"C. P Ellis. † Rereading America: Cultural Contexts for Critical Thinking and Writing. Ed. Gary Colombo, Robert Cullen, and Bonnie Lisle. 8th ed. Boston: Bedford St. Martin’s, 2010. 398-408. Self-Editing Checklist: 1. Do you have a sufficient number of quoted passages from theoretical essay you have chosen and have you commented sufficiently on each? List the page numbers of the passages below. Page 386 Page 387 Page 393 Page 394 2. Do you have a sufficient number of quoted passages from personal essay you have chosen and have you commented sufficiently on each? List the page numbers of the passages below. Page 400 Page 401 Page 402 Page 403 3. Explain the order in which you chose to make your points via the passages you quoted. Studs Terkel then Vincent Parrillo? Page 386 ? Page 393 ? Page 400 ? Page 401 ? Page 387 ? Page 400 ? Page 394 ? Page 402 ? Page 403 ? Page 394 4. Name three writing errors you are likely to make in your prose and check the rough draft for these. Use the OWL website if necessary to look for examples of how to address these problems. List the likely errors below. Alternating long and short sentences. 5. Read your final draft of the essay aloud so that you do not allow your eyes you’re your brain to self-correct the errors in your essay. List the kinds of errors you found below. Spelling, grammar, punctuation.

Law and Ethics Essay

1. What is the primary objective of IBM’s advertising? How have the objectives of its advertising changed over the years? In one perspective the initial primary objective of IBM’s advertising is to recapture brand equity to increase its diminishing market share. Plunging from one of the market leader during 70’s and 80’s to almost a market looser in the 90’s, IBM’s rebranding aims at the value proposition in the mind of the consumers. Defeated by the rivals such as Microsoft, Dell and Oracle, IBM had to push the awake call alert to reposition itself as one of the significant player in the industry. This all been done through the ingenious and new paradigm of advertising series on which could reinstate the big blue stigma. The transformation process that could penetrate the existing market with the new products known as the product penetration strategy can be best served through the non-personal media Gradually, over the years these objectives had been streaming with the need and orientation towards the present consumers demand and market behavior. What has been emphasis during the early stage of communicating with the consumers has to be molded with the present requirement to suit the consumer needs and wants. Series of persuasive and accurate appeals of the IBM’s advertising plus the campaign has alerted the consumers of its present business orientation and objectives. At this stage recapturing the brand equity has become marginal as the target is to increase the market share through brand retention, brand loyalty and customer relationship management (CRM). 2. Evaluate each of the campaigns described in the case and the accompanying ads shown in the Power Point file. Are the intended branding messages being communicated clearly and do the ads speak equally well to users, as well as non-users, of IBM products and services? IBM’s advertising was handled by a large number of different agencies prior to 1993. Until the late 80’s this wasn’t a problem because IBM was such a dominant player in the market. However this eventually became a problem as IBM was beginning to loose its identity having portrayed itself in a wide variety of ways around the country. So in 1995 they introduced a campaign. â€Å"Solutions for a small planet†: These ads were meant to create a unified brand image of IBM around the world, while connecting everyone on this â€Å"small planet†. This campaign was very successful, and was a huge step in restoring IBM’s image. The main communication goal for this campaign was delivering message that IBM can â€Å"manage information anywhere, anytime, and for anyone†. The messages are underlined by the repeated use of the word †solutions† in describing I.B.M.’s products and services. That echoes the theme †Solutions for a small planet,† which has appeared in all the I.B.M. advertising created by Ogilvy & Mather, the WPP Group agency that has been the company’s worldwide shop since 1994. The campaign was based on extensive market research around the world. This campaign targeted C-level Executives like Chief executives, Chief Managers, etc. IBM wanted to be known as the â€Å"provider of solutions†. â€Å"E-Business†: This campaign was introduced in the late 1990’s. This was to connect with people who were beginning to use the internet more and more for their business and personal use. This was a very good move as using the internet in some way is now a part of almost everyone’s daily activities. This campaign continued to connect the brand with being able to help people with their business needs. Testimonials from customers such as Mercedes Benz and Motorola were used to back up the message that IBM can help you with your business. E-business signals IBM’s recognition of its customers’ increasing desire to use the Web for commerce and collaboration. IBM also used this campaign to attract a broader customer base of small to midsize customers seeking to develop a Web presence. â€Å"On Demand† The main objective of this campaign was to increase the focus on Business Services Market. It used a series of print ads, television commercials and outdoor advertising which reaches the consumer while he or she is outside the home. It was focused on marketing to consumers when they are â€Å"on the go† in public places, in transit, waiting and/or in specific commercial locations. Outdoor advertising formats fall into four main categories: billboards, street furniture, transit, and alternative. IBM helped analyzed medical data with an advertisement â€Å"Fighting Cancer is ON†. Other examples include â€Å"Napster is ON†, â€Å"China is ON†, â€Å"The PGA Tour is ON†, to increase  the focus on Business Services Market. In all these campaigns â€Å"ON† is about getting your company to work better. The goal of the ‘ON Demand’ campaign was to show that yet again IBM was at the forefront of helping companies/businesses which were f ully integrated, wanted to meet the demands of the ever demanding consumer and aiming to provide better services and grab business opportunities available at a global scale. â€Å"The Other IBM† and â€Å"Help Desk†: These campaigns move into the Information Technology Consulting Industry. The Other IBM was designed in 2005 to reposition company. It used imagery with scenes of King Arthur’s Knights of the Round Table. The IBM Help Desk was aimed at mid-sized businesses and, rather than concentrating on technological jargon, it focused on showing how the IBM Help Desk can be of assistance in solving practical business problems. The TVCs literally take the Help Desk into the real world to show, in a humorous way, how the IBM Help Desk can assist businesses in making their operations smoother and their lives easier 3. What is the value of using testimonials or mini-case studies across a variety of business and industries in IBM’s integrated marketing communications campaigns?