Energy Drink and Alternative Beverages Essay

1. What are the strategically relevant components of the global and U. S. beverage industry macro-environment? How do the economic characteristics of the alternative beverage segment of the industry differ from that of other beverage categories? Explain. SEGMENTATION: The global market for alternative beverages was divided by product type (sports drinks, energy drinks, and vitamin-enhanced beverages) with different demands for each group. Sports drinks accounted for nearly 60% of alternative beverage sales in 2009, while vitamin-enhanced drinks and energy drinks got about 23% and 18% of 2009 alternative beverage sales, respectively, in the US. RIVALRY: The worldwide competition between three major producers (PepsiCo, Coca-Cola and Red Bull) made the industry rivalry become global. In U. S. , Pepsico has engulfed almost half or 47. 8% of the market shares last 2009. The only region where Coca-Cola beats Pepsico is in Asia-Pacific. Coca-cola has 13. 7% of the market shares while Pepsico has 12. 4%. Worldwide, Pepsico is still leading among the three with 26. 5% of market shares while Coca-Cola and Red Bull had 11. 5% and 7%, respectively. MARKET SIZE: The global beverage industry’s dollar value for beverages in 2009 was $1,581. 7 billion (458. 4 billion liters); with 48. 2% of industry sales was from carbonated soft drinks, 29. 2% from bottle water, 4. 0% from sports drinks, 1. 6% flavored or enhanced water, and 1. 2% from energy drinks. The dollar value of global market for alternative beverages in the same year was $40. 2 billion (12. 7 billion liters), while the dollar value of the U. S. market for alternative beverages stood at $17 billion (4. 2 billion liters). Meanwhile, in Asia-Pacific region, the dollar value for alternative beverages in 2009 was $12. 7 billion (6. 2 billion liters) and it was $9. 1 billion (1. 6 billion liters) in the European market. MARKET GROWTH: The dollar value of the global beverage industry had grown approximately 2. 6% annually from 2005 to 2009 and was forecasted to grow approximately 2. 3% annually from 2010 to 2014. However, this indicator for the alternative beverage industry was much higher. For example, the dollar value of the global market for alternative beverages grew at a 9. 8% annually from 2005 to 2009, but was expected to slow down to 5. 7% annually from 2010 to 2014. Based on the geographic share of the alternative beverages market, U. S. largely covers 42. 3% of it; while Asia-Pacific, Europe and Americas (excluding U. S. ) only cover 31. 5%, 22. 2% and 4% respectively. US is the country that has strongest growth internationally in terms of alternative beverage sales with a 84. 78% growth between 2005 and 2009; while Europe and Asia-Pacific are 22. 97% and 24. 51%, respectively. However, poor economic conditions in the US in 2008 and 2009 led to a 12. 3% decline in sports drink sales and a 12. 5% decline in flavored and vitamin-enhanced waters sales. It was also the reason why energy drinks sales increased just a little of 0. 2% between those years. 2. What is competition like in the alternative beverage industry? Which of the five competitive forces is strongest? Which is weakest? What competitive forces seem to have the greatest effect on industry attractiveness and the potential profitability of new entrants? In the beverage industry, competition can be extensive (large scale). There are many substitute beverages from tea,soft drinks,fruit juices, and bottled water. Provided that there is a wide range of substitute beverages, this weakens the competitive power of substitute beverages when there comes a change to consumer preference. Because there is a large purchase for wholesale clubs, grocery stores, and convenience stores ; consumers have significant influence in negotiations for pricing and slotting fees with the producers. Wholesale clubs and the likes find it difficult to represent new brands due to limited shelf space. When products become a household name such as coca cola, red bull, etc already offer the demands of consumers. Coca Cola and PepsiCo are the least vulnerable when it comes to substitute products since they offer a wide range of variety beverages. The strongest competitive force is competitive rivalry within the industry, competition grows stronger by the year. The primary focus on brand image is key to becoming a household name in the industry, Attractive packaging should be developed, New research and product development, Increase of distribution capabilities, Better taste and more variety. The Bargaining power and leverage of suppliers is the weakest competitive force, Consumers tend to buy more alternative products. The threat of new brands varies by market maturity of each alternative beverage category. Competition is strong and will continue on growing every year in the product line. Competition among all brands center mostly on brand image, attractive packaging, new product and research development, sales promotion, better access to shelf space, and strengthening distribution capabilities. Rivals expands their numbers and types of alternative beverages in their product line, the opportunity for low switch cost for consumers gets introduced and sales efforts to establish consumers brand loyalty. 3. How is the market for energy drinks, sports drinks and vitamin-enhanced beverages changing? What are the underlying drivers of change and how might those forces individually or collectively make the industry more or less attractive? The market for energy drinks, sports drinks and vitamin-enhanced beverages is now changing due to the change in the long-term industry growth rate. Because of the US recession on the entire beverage industry the demand for the alternative beverages was expected to grow worldwide as the purchasing power of the consumers increased. The volume of the alternative beverages offered higher profit margin than those of other beverages. Product innovation, in terms of flavors and formulation, was the most important competitive feature of the alternative beverages. They competed on the basis of differentiation from traditional drinks. This made the industry attractive because of the enhanced look and flavors that the company made. The modernization in marketing and distribution system changed the industry in the way that the beverages may be bought from convenience stores, restaurants, sporting events, delis, concerts, festivals, carnivals and vending machines. The industry was made more attractive because of the famous artists that the companies hire for advertisements. There was also an expansion of target markets, and an increase in new entrants, which made the industry seem appealing to others. The regulations and policies that the government implemented made the industry less attractive due to the products’ faults being exposed to the public. The growing concern of people about health associated with their consumption also made the industry less attractive. For example, caffeine in energy drinks, mixture of alcohol and energy drinks, melatonine hormone in relaxation drinks, and use of Kava and unapproved valerian roots as food additives. The drivers of change, however, will unlikely alter the attractiveness of the alternative beverages for the next years because large producers of this industry would rely on product innovations and acquisitions to increase sales and market shares. But individual and collective effect of industry drivers of change will likely affect the attractiveness of the industry. 4. What does your strategic group map of the energy drinks, sports drink, and vitamin-enhanced beverage industry look like? Which strategic groups do you think are in the best positions? The worst positions? PepsiCo, Coca-Cola, Red Bull GmbH, and Hansen Natural Corporation are strategic groups that are in the best positions because they have already established a market position and they hold most of the market share in the alternative beverage industry. They also account for most of the sales in the industry and they have conquered not just US but also Europe and some parts of Asia and America. Living Essentials, Vacation in a Bottle, Dream Water or Drank are strategic groups that are in the worst positions. This is due to the small number of consumers that they have and policies implemented by the government hinder their expansion. Though Living Essentials lead the development of energy drinks, they did not expanded their market thus other companies took advantage of the opportunity. 5. What key factors determine the success of alternative beverage producers? The four key factors that determine the success of alternative beverage producers: (1) access to distribution, (2) innovating product skills, (3) image, and (4) sufficient sales volume. The first one is access to distribution, which is regarded as the most important industry success factor due to the fact that most brands of energy drinks/alternative beverages cannot achieve good sales volumes and market shares unless they are widely available in stores, and there are also far too many brands for all to be included on store shelves. Popular brands that enjoyed first mover advantages such as Red Bull and 5-Hour Energy and brands offered by Coca-Cola and PepsiCo were assured of consistent access to distribution. The second factor is innovating product skills. By definition, alternative beverages were different from traditional beverages based upon product innovation. Moreover, continuing product innovations were essential to developing additional volume gains from line extensions and the entry into new categories like energy shots. The third one is image, which was also a critical factor in choosing a brand of customers. The image presented by the product’s name and emphasized in advertisements, endorsements, and promotions created demand for one brand over another. Brand image was also a result of labels and packaging that alternative beverage consumer found appealing. Small producers with poor image building capabilities found it difficult to compete in the industry unless the product enjoyed a first-mover advantage similar to that achieved by 5-Hour Energy. Finally, sufficient sales volume to achieve scale economies in marketing expenditures is also an important driver. Successful alternative beverage producers were required to have sufficient sales volumes to keep marketing expenses at an acceptable cost per unit basis. 6. What recommendations would you make to Coca-Cola to improve its competitiveness in the global alternative beverage industry? to PepsiCo? to Red Bull GmbH? Coca Cola * Increase alternative beverage drink brand awareness in Europe and capture its market * Grow infrastructure in Africa * Continue to budget and implement their â€Å"2020 vision† corporate strategy * Enhance product line and innovation PepsiCo * Focus on current energy drink line * Continue to promote their tea and juice-energy lines * Offer different sized cans for current energy drink lines of No fear and Amp * Proceed to distribute Rockstar energy drinks and strengthen their alliance with them RedBull * Expand product line while focusing on market penetration in South America * Branch out with additional lines of alternative beverages * Continue to promote brand

Reaction for marriage and family

I can really relate to this, in certain ways I have felt that my parents have tried to make me like them instead of letting me blossom into whom I want to be. I may not always make the choices that they want, or that they would choose, but in the same essence we are all different and we are all created to be who we want to become. The choices and decisions we make may not always be good or right, but the things we go through help us to grow up and learn things that we other wise would have never came to understand. I also agree very much with the part where he was talking about to being able to give your children your thoughts.Parents can preach to their kids and tell them their opinions all they want, but at the end of the day we are all our own individuals and we all have our own views and opinions, through the things that we have went through. Not one person on this earth goes through exactly the same pattern as anyone else, we all go through things that make us who we are, and we all have and see things differently. The beauty of that Is our thoughts are what make us, Some of the things that I do not particularly agree with are where he Is saying that hillier come through you, but are not really yours.That does not really sit well with me, because I feel that children are a gift to you and that they are yours. I believe that they are also gifts from God, but they are yours until you dedicate them back to God. That Is Just my opinion though; I suppose It could be wrong. I feel that you are suppose to raise your kids and take care of them and supply for them so therefore that means that they are yours. That was really the only part that did not sit very well with me. Overall, I can relate to his philosophy of parenting.I think that this writing was beautiful. Just reading It really made me think a lot about parenting and life. It Is a very deep and meaningful philosophy. It Is almost as though he Is saying that a child Is never really yours, and that you are merely there to be Like them. I do not think that to many parents actually live by this philosophy. I see a lot of parents that try to control or live through their children's lives. Sometimes I think that parents Just want to protect or they care to much which Is why they control, but It does not make It right.I think that If more parents lived by the philosophy there would be a lot more mature children In the world, because they would have been learning how to make hand things to their kids and plant their own views in their kids head, they do not let experience and question life so they never really get to grow, then when they are on their own they go crazy because they never had the chance to learn. I really liked this article, it really did make me think quite a bit and think about things my parents did and things that I would like to do in the future.

A Journal opinion article and address an economic issue of current Essay - 1

A Journal opinion article and address an economic issue of current interest to Wall Street Journal readers - Essay Example a Questions & Answers session with Josh Zumbrun and Brian Baskin published on the Wall Street Journal (n.pag.), the two economics correspondents highlighted the implications of a reduction in world oil prices. It is true that a reduction in oil prices will increase GDP, create more jobs and reduce consumer prices however the long-term implications can sabotage technological development in the shale oil exploration, oil extraction and petroleum production projects. Most oil projects are large-scale developmental projects that require huge funding but a reduction in oil prices will make them less feasible. Investments in the oil sector will reduce and this will threaten the production of fuel which is a highly sought-after product for the industries. There are other psychological implications to the oil price reduction. Firstly, lower prices will stimulate a behavior of greater consumption which will increase consumer spending. Secondly, the sense that gas prices are low, consumers will not find an incentive to switch to more fuel efficient cars. As a result, investment in fuel efficient cars will decline making the production of fuel efficient cars unprofitable. Another impact would be that people will start to spend greater amounts on fuel and burn more fuel. The drop in prices will thus be adjusted by greater consumption of fuel and this will increase the overall demand. Considering the long term implications of the drop in fuel prices, there is a need for the government to regulate oil prices since oil is an important commodity. A price floor should be implemented below which the price of oil should not be allowed to fall (Mankiw, 117). This will help mitigate the impact of falling oil prices on consumer spending, greater fuel demand, and reduced investment in oil projects. In the long run this will enable healthy investments in fuel efficient cars as well as oil production projects so that they ensure ample oil supply that powers industries and fuel efficient

Consumer Behavior Assignment Example | Topics and Well Written Essays - 750 words - 2

Consumer Behavior - Assignment Example Yes, it does require a change but not necessarily for all products. Changing the image is good as it will mean a change in the advertisement of their candy products that target the adults. This is a way to entice the adults to purchase the products for themselves and enjoy them. On the other hand, a change in the image will make the adults feel more included by the company in the candy and their input in the companies appreciated as well. It will also make the conscious parents shed their inner guilt of eating while they tell the opposite to their children. A change in an image of the candy products to include the adults may lead to an exclusion of the children and this might reduce the children’s market as they will consider the candy to be an adult thing and not for children and this is not the aim of the companies. When the children feel left out and they are considered an all year consumers, it will mean that in the seasons that adults are not purchasing the candy in plent y; business will be non-existent for the candy companies. Bite size candies are manageable in terms of a number of calories they contain which most adults and especially the women who are known to be watching their weight prefer. They want to be able to still eat candy but in smaller amounts without any form of temptation and the best way to do this are by purchasing bite size candies. Other than the issue of watching weight and calories, these types of candies are easier to be concealed from the view of others and especially children.

Case study Report Essay Example | Topics and Well Written Essays - 2000 words

Case study Report - Essay Example This globalization develops a significant test to service providers like PwC: the manner in which to arrive at the needed degree of international co-ordination of the efforts of 160,000 individuals globally without reducing the firm’s receptiveness locally in 150 countries where PwC operates. Human resource management as well as management development specifically play a vital role. This issue is significantly compounded since PwC is a firm where most of the workforce has the capability to advance to management positions, even though only a limited number have the aim, prospect or chance to actually get there. Many junior staff members could have joined the management development or trainee program of another large organization but at PwC, managers as well as those who wish to become managers are a majority when all the staff is considered. Conversely, PwC has global management positions that are supposed to be filled. Internationalization has always been an intricate tactical problem and continues to be so for PwC and on the contrary, the huge dimension of local markets demands for progressive watchfulness and suppleness locally. On the contrary, the continued existence of the firm is dependent on its capability to arrive at global synergy in dealing with big global customers. A lot of literature has been written to date concerning the internationalization of HRM and many models created to address the dissimilarities and resemblance in several forms of global human resource management. These models are founded on the boundaries to which one or more national cultures are involved with the global HRM (Perlmutter, 1969) while the boundaries to which either one international HRM policy is sought or many local centers are employed (Adler and Ghadar, 1990). Party to the internationalization procedures of the heritage of Coopers & Lybrand, all these models proved insufficient to act as a principle for arriving at the needed

Innovation and Tradition in French Music since 1920 Essay

Innovation and Tradition in French Music since 1920 - Essay Example The various elements which began to be incorporated into this style worked with new sounds and methodologies of the works while adding in a sense of innovation that broke from the musical traditions of the past. French Music in the 1920s The importance of Les Six in the 1920s of France was important not only because of the changes in classical music. There were also attempts to express the political and social changes that were occurring within France and at a global level. France was currently experiencing the political movements of revolution and war, specifically which began to emerge in the late 1800s. The time period which led to more experimentation was after World War I. The general ideology of those that were in France during this time was based on finding a sense of freedom from the past of politics with an understanding of the complexities from the suffering of war as well as the new philosophies based on freedom. This led to the exploratory nature of the music and the new expressions which showed the modern complexity of the time. The war, as well as the corruptions in politics was then able to guide in new philosophies and ideologies into a sense of modernism1. With the changes in politics, were also alterations in identity among the French culture. This was based on the ideas of nationalism, specifically which expressed a new ideology by understanding that France needed to regain an identity outside of the wars that were being fought. The ideal of patriotism of France, as well as the identity of changing the cultural aspects that were associated with France became the main objectives. This was combined with the concept of modernity, specifically which came from the growth of the industrial era. France created an ideology of identity based on moving into innovation and modernity, as well as placing this around the pride for the country. The reflection in the music was then based on the ideals of innovation and experimentation that could represent th e new French style2. Background of Les Six Les Six began to develop in 1917, with the leader of the group, Jean Cocteau. This French composer took the names from the Russian and German movements which were also interested in experimentation and innovation. However, the ideals moved against the other experimentation aspects, such as from Richard Wagner. The individuals who made this group included Georges Auric, Louis Durey, Arthur Honegger, Darius Milhaud, Francis Poulenc and Germaine Taillefaire. It was noted that the importance of this group was based not only on the ideal of composition with a rebellion of other types of music. More important, there was a creation of commercial advertising and an understanding that the music made would be French and for those interested in creating a specialized type of music that represented the nation3. The basics of Les Six not only were based on the six individuals who held specific relationships to the music and what was occurring. There was also a direct association with the outside influences, which the group began to accept or reject as a part of their works. The first way in which this was done was through the outside influences and theories that began to enter Paris as it became a world – renowned place for travel. The World fair of 1894 as well as the fluctuation of individuals visiting the region from around the world began to move those interested in music into new theories. American, Russian and German influences were three of the strongest areas which began

Overworked Hospital Staff Versus Patient Safety Essay

Overworked Hospital Staff Versus Patient Safety - Essay Example What has changed is that there are tremendous cases of clinical failures that put patients' life at risk. But what could be the cause of this problem One major cause is due to overworked medical staffs. The quality of service for patients is the major importance in the he alth care industry. It is important to consider how working conditions affect medical staffs and the result is risks of errors. How work hours and work staffing affect the quality of care It is believed that overworked staff is the leading cause of medical errors in hospitals, while most staffs worked from eight to 12- hour shifts, some work for longer hours. According to an article of AMA "Hospital mistakes which sometimes end in death are the result of overworked medical staff. It was important to support the medical and nursing staffs who are striving for excellence and quality." Even an experienced health care staff may face significant effects on the safety and quality of care they provide to patients. Including also the effect of factors such as fatigue, shift work, and sleep deprivation. "The quality of patient care may be affected by a failure of will wherein the provider knows what care should be provided, but the will to provide care is hampered by fatigue and sleep deprivation." (Robins, 1995). ... "The likelihood of making an error increased with longer work hours and was three times higher when nurses worked shifts lasting 12.5 hours or more." (Hobson, 2004). The average working hours for a week has an average of no more than 80 hours. But according to a 1998 survey in New York State demonstrated that staffs performed 85 hours a week to more than 95 hours. Possible error cases were observed during these long working hours. For instance, due to overwork of medical staffs they experienced fatigue and sleep deprivation during their duties, cases of giving wrong medication and improper attention to patients are commonly published. That caused a patient from Lucena turned to coma and after a week died. Not giving enough attention to patients and staffs could lead of improper safety and could possibly risk each others lives. Some hospitals admit that they are understaffed that cause them to force to extend hours working. Low medical staffs can also affect the quality of service they produce. In addition to Hobson, "The widespread nursing shortage makes it difficult to avoid hospitals with overworked nursing staffs. And it isn't too reassuring that more than half the errors involved medication administration. However, there is growing awareness of the problem. The Institute of Medicine recently recommended that voluntary overtime be limited." The shortage of nurses became graver in significance at a time when the need for the development of new plans for utilization and new content of instruction was so apparent. According to Wiebe, "California struggles from medical staffs' shortage. Many parts of the country complain that hospitals are

Leadership Style Paper Term Example | Topics and Well Written Essays - 750 words

Leadership Style - Term Paper Example This study led him to the conclusion of three unique styles of leadership. (U.S Army Handbook) 1. Authoritarian. 2. Participative. 3. Delegative. Authoritarian: A leader acts as an authoritarian when he orders or commands his workers to perform a particular action. In this case, the people working under the leader do not have enough knowledge about the operation or task that the leader wants them to do. They are not capable enough or are inexperienced or not so reliable to judge how to carry out the given task in the best way that meets the requirements and satisfaction of their leader. Hence, the leader has to completely direct them. There is no one to guide or give any sorts of opinions to the leader. The leader himself has to analyze the risks, failures and successes of his decisions and has to implement on it all alone. Participative: The second style of a leader is participative, which in my opinion is the most compatible and applicable style for a successful leader. As understo od by its name, the leader also participates in the work which he assigns to his workers. In this way of leading, a leader forms a friendly atmosphere of mutual interaction and cooperation. The leader interacts and works along with his workers, takes their advice and suggestions as well. However, the final decision has to be made by the leader but, this method of leadership helps him to take a wiser and a better decision that may no doubt be beneficial. This style of leadership has its own limitations; it can be implemented only if the workers are experienced and capable enough to give useful suggestions to the leader. Delegative: This style of leadership means that the leader sets free his workers to work according to their own wish. The workers are granted permission by the leader to take their own decisions and work the way they want to. This style of leadership is very limited and implemented very rarely. This is so because the workers need to be highly skilled, experienced, rel iable and have enough knowledge in order to work themselves and make their own decisions without any help and guidance of their leader. (Leadership Styles) According to me, a good leader is the one that acts on all three styles depending upon the situation and time and the abilities of the people working under him. Therefore, my style of leadership is a unique combination of all three styles of leadership described above. Therefore, I can benefit the company using all three styles. Being an IT manager in the company, I have a wonderful opportunity to try out the new IT professionals and technicians. By using the authoritarian style, I can provide opportunities to new workers. These new workers might be talented but not at all experienced. Hence, through my authoritarian style, I can motivate and encourage them to work well and eventually they will become useful for the company. As there is a rapid development and advancement in the world of information technology, therefore giving a chance to the new IT workers can definitely benefit the company in a way that the new workers have studied and have been trained according to the new methods and techniques which can bring a positive change and improvement in the company. Through my authoritarian leadership, I can direct them, polish their talents and knowledge and guide them in order to make

Economy of Cameroon Essay Example | Topics and Well Written Essays - 1250 words

Economy of Cameroon - Essay Example Food producing industry is highly developed especially comparing to other Africa countries, so Cameroon is self-sufficient on the domestic food market and even exports livestock to neighbor countries such as Nigeria, Equatorial Guinea, and the Republic of the Congo. Industrial fishing reduces its development because of a low level of fish in the region and doesn’t make a great income anymore (Benneh, G). Quite opposite is a wood producing industry. One-third from all Cameroon’s forests is widely exploited now. Raw wood export is one of the most important sectors of Cameroon’s infrastructure and gives about one-tenth from the general export income. For the world’s market, Cameroon (along with Brazil and Indonesia) is one of the main timber (industrial wood) producers. Because of the agricultural sector’s successful functioning, most of the population in Cameroon is involved in this sector as workers. But there’s an expansion tendency in wood p roducing industry, so Cameroon now suffers from illegal logging.Another problem which camps country’s economic development comes from its forests’ location: a lot of natural goods in Cameroon lay in forests’ areas. Potentially, Cameroon is one of the world’s largest producers of cobalt, but the country doesn’t develop cobalt locations in the forests’ areas. In these circumstances, oil and gas producing industry is most important for the economy of the country. Though compared to other countries it isn’t big, it gives Cameroon about one-fourth of a general income.

Power Imbalances Coursework Example | Topics and Well Written Essays - 1250 words

Power Imbalances - Coursework Example 1. Introduction: Most of the great achievements of contemporary organizations have been accomplished by adopting various new strategies in almost every sphere including organizational culture, systems, technology, human resources, operations etc. These achievements have not only increased competition but also necessitated, or even given rise to, various changes in management. One such change is the organizational structure that has changed to being a flat structure from a hierarchical one in most of the organizations. On the one hand, the flat organizational structure has helped in reducing the number of managerial levels in order to improve accessibility and increase accountability besides improving efficiency, reducing costs and better empowerment; on the other hand, this structure has bred power imbalances with greater intensity than the hierarchical structure, thus giving rise to potential conflicts. Paradoxically, these power imbalances also hinder attempts to manage conflicts. Present discourse will focus on understanding this aspect of power imbalance at workplaces and its impact on conflict management based on certain situations. Recommendations will be made based on the issues identified and conclusions will be finally drawn. 2. An understanding of power and conflict: Power refers to the elusive force experienced by people, usually based on their position. According to Daft (2009), power may be defined as â€Å"the potential ability of one person (or department) to influence other people (or department) to carry orders or to do something they would not otherwise have done† (p. 497). Power is a very important strength that managers/leaders should use in the most appropriate manner to achieve desired outcomes. Power is used to set goals, define targets, rules and policies, and to manage performance; power is also used to manage conflicts among individuals and groups. Daft (2009) explains that conflict is usually the outcome of interaction among pe ople or groups with differing opinions. Conflicts can either be helpful or harmful for the organizations and its employees. Conflicts that can instigate differential thinking and innovative options are usually helpful, whereas conflicts in terms of goals, understanding, opinions, interpretation, perception etc are usually harmful and can lead to severe consequences. 3. Relationship between power and conflict: To deal with all kinds of conflicts, managers leverage their position and power. According to the conflict theory, power is an essential element in managing conflict or in influencing others to produce desired outcome (Andersen & Taylor, 2007). Power by virtue of position provides the authority for individuals to exercise their aspirations, which can also be a cause for conflict sometimes. Moreover, usage of power, by virtue of position, to manage conflicts can be a hindrance. All these instances could be a result of the phenomenon associated with power and its usage that is us ually, and also, the reason for power imbalance. 4. Power imbalance and conflict management: Weinstein (2001) has extensively elaborated on the impact of power imbalance in mediation process. In this elaboration, she has constantly emphasized on the fact that the organization’s success and instances impacted by power imbalances cannot be separated. Very often, the hierarchical positions that decide the intensity or scope of power itself act as the causes for conflicts.  

Are Teen Age Years The Best Essay Example for Free

Are Teen Age Years The Best Essay Are Teenage year the best of your life? The teenage years are considered the best years of your life that is what magazine. Im going to tell you why they are not. First you are always looked at to succeed by your parents, the lack of freedom we get and last but not least we are considered lairs and criminal among todays society. One of the disadvantages of being a teenager is that we are always looked to succeed in school so you can do and be better then them. They also say if we fool around the future for us is going the extinguished. Other disadvantage of being a teen is the lack of freedom we get. Sure we might live in a free country but are we all free? The freedom that Im talking about is staying up late, working and school. Staying up late I dont know about you but I have to get home before my parents I cant even be in front of my house to the wee hours of the morning. Working is another one we another one we cant work on weekdays because my Dad says it will effect my school work how will he know if he doesnt give it a chance. School is the worst of all we cant even wear earrings because its not part of the uniform I understand that but the shaving is just stupid how could you order someone to do something that comes in naturally. It is like telling someone you have to get a hair cut every week. Its violating our freedom of expressing. The worst part of being a teenager is that we are considered lairs and criminals among our society. For example if a bunch of teens walk into a variety store the owners automatically think we are going to rob them but the only thing we want is a little snack. The other thing is lying adults never believe teens why you ask? I dont really know. For example a teacher and a student get into an argument and its the teachers fault the principle is going to believe the teacher because they dont tell lies. So with the facts that I just stated that is why I have to say the teenage years are not what people say they are.

Religion Is The Opium Of The People Philosophy Essay

Religion Is The Opium Of The People Philosophy Essay Religion is the opium of the people Karl Marx, Critique of Hegels Philosophy of Right, 1844 The construct of two uniquely different terms being used together often raises the eyes of persons who focus on strategies to influence the thinking and actions of many persons. In this case, religion represents those persons around the globe who hold strongly held beliefs. Opium, conversely, often represents an addictive substance that shifts the ability of individuals to maintain control of their own faculties, abilities, or behaviors. Each term provides numerous images in the minds of people who value either religion or the use of substances. In this case, however, the terms are used in a statement of emphasis that demands that one see the critical direction that Karl Marx was approaching in 1844. According to Oxford Dictionaries (2009), Religion is the belief in and worship of a superhuman controlling power, especially a personal God or gods. Opium is a reddish -brown heavy-scented addictive drug prepared from the juice of the opium poppy, used illicitly as a narcotic and occasionally in medicine as an analgesic. The opium of the people is a thought and action-reaction regarded as inducing a false and unrealistic sense of contentment among people. In this case, it is Religion, according to Marx. History reports that the majority of people believe that Marx criticizes religion as being a relief for the masses, in the way that it creates an illusory fantasy to the poor, assuring them that even if they are living in misery in this life, they will find true happiness in the afterlife, thus only masking the problem and not solving it. However, based on the sudden change in the 19th century (period in which Marx lived) of how opium is perceived, the quote can be assessed in two way s; positively and negatively. This makes it interesting for us to analyze it since history plays a big part on how it should be understood. Since prehistoric times, opium has been used worldwide. From Egypt to China, it was highly regarded and used for many things, such as to relieve pain, to bring courage and strength to soldiers, to reach a feeling of ecstasy or to get in touch with the divine. These practices continued and spread, until the 19th century, when its negative effects were being detected. At this point, opium was found to be addictive, sometimes lethal and had started to be regulated. The impact and harm that was done through the use of opium caused societies to consider changing the perspective held on the use of the drug. Eventually, the use of opium became illegal because its damage was significant to the members of every society where it was used. Parenthetically, it was and sometimes still is being used for medical experiments and pain-reduction, delusional practices to this day and remains the most efficient pain-killer. However, despite the illegalization of opium and its derivatives, it was and is still being used by a wide variety of people in all parts of the world, most commonly in the form of heroin, in order to achieve a feeling of pleasure and to escape from reality. In the 19th century, opium was responsible for two wars that took place between the United Kingdom and China. The Opium Wars occurred because China illegalized the drug though the United Kingdom continued to traffic it in China, through India. After having had an overview on the history of opium, we can now deduce the different possible meanings that Marx conveys in his quote. In a first perspective, Marx could imply that religion is the opium of the people in a positive manner. This being the case, Marx meant that opium provides comfort and relief. Since Marx was a big supporter of the proletarian movement, which in his time was working in horrible conditions and leading miserable lives in cities, Marx might have insinuated that religions purpose was to create illusory fantasies for the poor as opium did for drug abusers and addicts. Economic realities often prevented the poor and to a large extent, even the aristocrats, from finding true happiness in this life; so religion tells them that this is OK because through a belief in God, through accepting the power and authority of God; through dying and going to heaven, one will find true happiness in the next life. Additionally, religion might bring comfort to people in hard times, for example during times of war, when people would pray for God to protect them, or after the death of a loved one, thinking thi s person would go to heaven and be at peace. Another argument would be that religion and opium give courage to people. Christians and Muslims believe that God Allah is always with them, protecting them and loving them, which could boost their confidence and make them feel they can do anything with God on their side. Lastly, religion can give, for some, a purpose to life based on the principles and tenets of God suggesting that God has a plan for each human being. Moreover, it explains all that science is unable to explain, for example the creation of the Human race. Effectually, what is not scientific is created by faith often unchallengeable in the eyes of rational thought. To conclude, Marx could be stating by his quote that people are in distress and religion provides solace, just as people who are physically injured receive relief from opiate-based drugs. On the other hand, Marx could very well be criticizing religion. First of all, opiates do not fix a physical injury, they merely make you forget pain for a limited time; this is a good thing only if you work on solving the underlying roots of the pain. Equivalently, religion doesnt fix peoples pain, it simply conceals their reasons of suffering and causes them to look ahead to an illusory future when the pain will cease, instead of working on changing their present condition. In other words, Religion as opium creates an imaginary world that prevents people from being accountable for their own lives and their own futures since they believe their path is traced and controlled by a certain God. They are thus led to let things happen and not be responsible for the situation in which they are. Moreover, religion is used as a control mechanism that gives power and authority of some over the masses. The desire to create a collective unconscious that diminishes the power of man to an acquies cing to the power and authority of a higher power often unseen and unknown. Because of the unknown nature -there is a concern that the higher power is infinite; man is finite, and in that finite nature, man can never be in control of his own destiny. Thus, man must acquiesce to the power of the higher authority, and its emissary on earth the Church. However, the church is the work of man and is bound to be flawed. For example, regarding Christianity, Jesus advocated helping the poor, but the Christian church merged with the oppressive Roman state, taking part in the enslavement of people for centuries. In the Middle-Ages the Catholic Church preached about heaven, but acquired as much property and power as possible. Finally, religion, just like opium, is a cause of war. Opium was the cause of two wars between the United Kingdom and China in the 19th century. Similarly, religion was the cause of the crusades, a war between Christians and Muslims that lasted nearly two centuries. This could be one of the reasons why Marx associated the word opium with religion. The quote Religion is the opium of the people can apply to the two major religions: Christianity and Islam. Both religions believe in one God, and both believe in a final judgment, where a person is judged according to their actions on earth, and then sent to either Heaven, place of joy and bliss where they will be happy, either in Hell where they will spend an eternity of misery. On the other hand, other religions such as Hinduism and Buddhism believe in reincarnation of the spirit, which means the person might or might not be happy in his new life, and this excludes Marxs theory of religion being a comfort to the people.

Anatomy And Physiology: Need For Nutrition

Anatomy And Physiology: Need For Nutrition Nutrition is the process by which living organisms obtain or absorb food. These foods contain chemical substances which are the source of energy and necessary for growth, repair and maintenance. Nutrients build the body and allow it to function. There are six types of nutrients; carbohydrates, protein, fats, vitamins, minerals and water which living organism need for sustenance. Carbohydrates produce and store energy and heat. There are two types of carbohydrates; simple and complex. Examples of simple carbohydrates are glucose and sugars. Complex carbohydrates are the starches the body gets energy from, they include; potatoes, rice and pasta. Protein plays a vital role in the formation of structures in organisms. They are used for body building or growth and repair of damaged tissue. Proteins are also used in the formation of enzymes, hormones and muscle. Living organism also needs fat to be healthy because it supplies and stores energy and heat. They are used in the transportation of the fat soluble vitamins and supports organs like the kidneys, and signals hormones. Vitamin A ensures proper bone growth and healthy skin, vitamin B complex breaks down carbohydrates and fat and helps to give healthy nervous system, whiles vitamin C heals wounds and helps the immune system. Vitamin D ensures the absorption of calcium for strong bones and teeth whiles vitamin E helps in the formation of red blood cells. Minerals also play important function in the body: Iron is very important in the formation of haemoglobin, Calcium and phosphorous are needed for the formation of strong bones and teeth, whiles Iodine is important for the proper functioning of the thyroid gland. Water is an important compound because it provides the medium in which all biochemical reactions such as digestion, excretion and absorption takes place. Water helps in regulating the body temperature and also forms the basics of all the body fluids. 2.1 Explain the functions of carbohydrates, lipids and proteins, and evaluate different food sources. Carbohydrate is one of the nutrients that provide our bodies with energy. They include sugars and starch, and their principal function in organisms is the production and storage of energy and heat. There are two types of carbohydrates; simple and complex. Examples of simple carbohydrates are glucose and sugars, whiles complex carbohydrates are the starches the body gets energy from. Different food sources of carbohydrates are; rice, potatoes, and pasta. If the right amount is taken, they supply the body with the required energy needed for the muscle, brain and central nervous system. They also play an important role in the metabolism of amino and fatty acids as well as regulating blood glucose. Lipids consist of natural fats and oils which are derived from plant and animal sources. They perform the function of storing and supplying of energy, body building components and certain vitamins. Most of the energy used by the heart is obtained from fats. Lipids also protect various organs. Lipids are also used as hormones that play the role in regulating body metabolism. They help in the production of hormones and store vitamins ADEK. Sources of fats are: margarine, milk and groundnut oils. Proteins play a vital role in the formation of structures in organisms. Proteins are built up from amino acids and are used for body building or growth. They are also for the repair of damaged and worn out tissues. When there is shortage of carbohydrates and fats, they are used for the production of energy. Proteins are also used in the formation of enzymes, hormones and muscle. They also form a major component in the bone, muscle and other tissues and fluids. Food sources of protein include; meat, fish, eggs and groundnut and the end product of digesting protein is amino acids. 2.2 Explain the need for vitamins and minerals and evaluate different food sources. Vitamins are organic constituents of food required in very small amounts for a variety of metabolic purposes and for good health. Minerals on the other hand are inorganic elements essential for normal growth and development. There is the need for vitamins and minerals because they are important for maintaining good health and prevents some diseases. They are found in a variety of foods, so a balanced diet should provide the body with the needed quantities. They control the chemical reactions within the body to convert food into energy. There are 13 vitamins which are classified into two groups: water soluble vitamins which are B C and fat soluble vitamins; A, D, E k. Vitamin A is important for growth and healthy skin, and also helps in the bodys immune system. Food sources for these vitamins include; milk, butter, chicken, and mackerel. Vitamin B complex breaks down carbohydrates and fat and helps to give healthy nervous system; whiles vitamin C heals wounds and helps the immune system. Vitamin D ensures the absorption of calcium for strong bones and teeth and vitamin E helps in the formation of red blood cells. Vitamin K helps the liver in the production of blood clotting factor for the prevention of internal bleeding. Through the activity of the healthy bacteria, the body also makes vitamin K in the large intestine. Various food sources of vitamins include; liver, beans, green vegetables, oranges and egg yolk. Minerals also play specific and important function in the body. There are two types namely; macro minerals and micro or trace minerals. Macro minerals are needed in large quantities and they are calcium, phosphorous, magnesium, sodium, potassium, chloride and sulphur. Trace or micro minerals are needed in small quantities. Even though the body needs it, it requires just a little bit for the body to function; ion, manganese, copper, iodine, zinc, cobalt, fluoride and selenium. Ion is present in foods as green vegetables, eggs and kidneys and is very important in the formation of haemoglobin. Its absence reduces the oxygen carrying capacity of the blood and causes anaemia. Calcium and phosphorous are needed for the formation of strong bones and teeth. You can get them from milk, fish and whole grain cereals. Calcium plays a role in blood clotting and muscle contraction. Iodine is important for the proper functioning of the thyroid gland. Its food source include cheese and sea fish. Magnesium is derived from fruits and helps in the transmission of nerve impulses. Potassium is another form of mineral which keeps the muscles and the nervous system working properly. It ensures the right amount of water in the blood and body tissue. Food sources are bananas, broccoli and tomatoes. Zinc is the last mineral type which helps the immune system. It is the bodys system for fighting off illnesses and infections. It also helps with cell growth and helps heal wounds such as cuts. The food sources for this mineral include pork, lamp, beans and lentils. 3.1 Describe the main organs of the digestive system The digestive system comprises of the digestive tract; a series of hollow organs joined in a long tube from the mouth to the anus, and other organs that helps the body to break down and absorb food, known as the accessory organs. Those accessory organs include the salivary glands, the pancreas, the liver and the gallbladder. The human digestive tract takes in food in various forms and extracts the nutrients that the body turns into energy, and the remains are then excreted. The digestive tract also contains a layer of smooth muscle that helps to break down food and move it along the tract. Organs that make up the digestive tract are the mouth, oesophagus, stomach, small intestine, large intestine also known as the colon, rectum and the anus. The mouth is the site of ingestion. Its primary function is to help digest food by crushing and breaking down the size of the food into smaller units. The mouth includes the teeth, tongue and the hard and soft Pilates. There are also three sets of salivary glands: parotid, sublingual and sub maxillary that secrete saliva to help in chewing food. There is a lining in the mouth called the mucosa which contains tiny glands that produces juice to help digestion. The tongue also mixes saliva with food and moves it towards the pharynx. The oesophagus is a food tube that begins at the pharynx and leads to the diaphragm into the stomach. Bolus is pushed down the oesophagus by peristalsis; a circular sphincter muscle opens to let food pass and closes behind it to prevent the food flowing back from the stomach. The stomach is the location for breaking down food by gastric acid and digestive enzymes after it comes down the oesophagus. There is also a lining called the mucosa which contains tiny glands that produces juice to help digestion. The small intestine is the main place for digestion because, it where vitamins and nutrients are absorbed. It then passes through the large intestine which compact the waste and stores any water left over from the small intestine. Wastes are finally disposed off by the anus at the end of digestion. The liver, pancreas and gall bladder are important in secreting and storing substances that helps in the breaking down of food. The liver and pancreas produces digestive juice that reaches the intestine through the small tubes called ducts. Digestive juices are stored in the gallbladder until they are needed in the intestine. Parts of the nervous and circulatory systems also play a major role in the digestive system. 3.2 Explain the function of the main organs of the digestive system. The role of the digestive system is the physical and chemical breakdown of food. After ingestion, food and fluids are processed by the digestive organs so that nutrients can be absorbed and circulated through the bloodstream and then to the body for the needed nutrients. Any remaining food which is not able to digest is eliminated through the anus as faeces. The digestive system is made up of the digestive tract; a series of hollow organs joined in a long tube from the mouth to the anus and other organs that help the body to break down and absorb food. Organs that make up the digestive tract are the mouth, pharynx, oesophagus, stomach, small intestine, large intestine also known as the colon, rectum, and anus. These are the main organs of the digestive system. There is a lining called mucosa inside these hollow organs. In the mouth, stomach, and small intestine, the mucosa contains tiny glands that produce juice to help digest food. The digestive tract also contains a layer of smooth muscle that helps break down food and move it along the tract. Mouth is where digestion process begins; food is entered, cut, crushed and chewed by the teeth and broken down with saliva. The process of mechanical and chemical digestion begins at the associated accessory organs such as the teeth tongue and salivary glands through mastication, whiles the mouth also begins the propulsive process of swallowing. The next organ is the pharynx which serves as the passage way when food is swallowed and connects the mouth and the oesophagus. The oesophagus is a thick walled muscular tube that connects pharynx with the stomach and serves as the passageway for food from the mouth to the stomach. This works by a process called peristalsis. The stomach is a j shaped muscular bag which chums, digests, and stores food. It continues the process that began in the mouth of reducing the size of the food. It acts as a temporary storage site for food where chemical digestion of proteins begins. A few fat soluble substances are also absorbed through the lining of the stomach into the blood stream. Another organ of the digestive system is the small intestine which is located between the stomach and the large intestine. It measures about 6m approximately. The small intestine is where digestion is completed and virtually all the absorption of the digestion products into the blood stream happens. Mechanical digestion and propulsion of the food through the gastrointestinal tract is achieved by the alternate contraction of the smooth muscles of the small intestine wall. Enzymes conveyed through ducts from the pancreas, liver and gallbladder, together with enzymes secreted from the cells lining. The small intestines function is to chemically digest the food. The soluble digestion products are taken up into the blood stream by passive and active mechanisms. The large intestine, also known as the colon is part of the main organs of the digestive system which measures about 1.8m long approximately and is located by the pancreas and wraps around the small intestines. It is considered as the largest part of the digestive system which contains large amount of vitamin producing bacteria B1, B2, B6, B12, folic acid and biotin. The large intestine is the site of absorption for the remaining water from the indigestible food matter, stores this unusable food and eliminates them from the body as faeces which consist of indigestible materials, bacterial and sloughed off intestinal cells. The large intestine takes about 11 to 16 hours to finish up the remaining process of the digestive system. The rectum acts as a temporary storage facility for the human waste. It walls expands the receptors from the nervous system found in the rectum walls, stimulate the desire to remove waste matter from the body through the anus, which is the opening part of the rectum where waste from the body are expelled. Two solid digestive organs, the liver and the pancreas, produces digestive juice that reach the intestine through small tubes called ducts. The gallbladder stores the livers digestive juices until they are needed in the intestine. Parts of the nervous and circulatory systems also play major roles in the digestive system. 4.1 Explain the process of digestion The digestive system is a gastrointestinal tract that has mouth, pharynx, oesophagus, stomach, small intestine and large intestine. It has other accessory structures, such as salivary gland, pancreas, liver, and gallbladder. (Anatomy and physiology,1999). Digestion actually starts in the mouth when food is ingested; food is chewed and mixed with saliva to moisten it, as the enzymes in saliva begin to break down carbohydrate (starch). When food is chewed, it becomes lubricated, warmer, and easier to swallow and digest. The teeth and mouth works together to convert each bite of food into a bolus that can readily move into the oesophagus. There is a lining in the mouth known as mucosa which contains tiny glands that produce juices to help digest food. After the bolus is swallowed, it enters the oesophagus where it continues to be warmed and lubricated as it moves toward the stomach. The acidic environment of the stomach and the action of gastric enzymes and pepsin convert the bolus into chime, a liquefied mass that is squirted from the stomach into the small intestine. Inside the hollow organs is a lining called the mucosa in the stomach, which contains tiny glands that produce juices to help digest food. Carbohydrates tend to leave the stomach rapidly and enter the small intestine, proteins leave the stomach less rapidly, and fats stayed there the longest. The stomach then secretes juice that works to convert food into a thick liquid. These liquid then passes into the small intestine. The conversion of protein into amino acids, fat into fatty acids and starch or carbohydrate into simple sugars is what happens next in the small intestines. The small intestine is the principal site of digestion and absorption. Enzymes and secretions from the pancreas, liver, gallbladder, and the small intestine itself, combine to break down nutrients so that they can be absorbed. The pancreas is a veritable enzyme factory, supplying enzymes to digest proteins, fats, and carbohydrates. Intestinal cells also supply some enzymes. The wall of the small intestine has millions of tiny cells that are known as villi. Inside the hollow organs is a lining called the mucosa in the small intestine which contains tiny glands that produce juices to help digest food. Cell has many small blood vessels where digested materials are taking in, and transported to the body cell. Materials that are not absorbed move into the larger intestine, where the water and salt get absorbed. The hard solid waste go es out via anus. 5.1 Describe the structure of the liver The liver is the largest gland found in the body, and it weighs between 1and 2.3 kg. It is located at the right upper part of the stomach. It has two lobes that is a round body part. Its two blood vessels enter the liver as hepatic portal vein that comes from the small intestine, and the hepatic artery that is oxygenated blood from the lungs. The liver has two ducts that unite to form the shared (joint) hepatic ducts that open with the pancreatic duct in the hollow side of the duodenum. The gallbladder is inside liver, it acts as storage for bile, which is formed by the liver cells. The right lobe of the liver is larger than the left. The boles divide into many tiny lobules that are made up of many liver cells. The whole liver structure is permissible with the system of blood capillaries and lymph capillaries. The liver cells do secrete bile that is collected in the bile capillaries, and then join to form bile ducts. The entire bile ducts eventually join to form the main hepatic duct . The main hepatic duct then gives off a branch that is known as cystic duct. The cystic duct goes into the gallbladder. The cystic duct joins hepatic duct while inside the gallbladder. The two ducts continue as the universal bile duct, which joins the pancreatic duct to form a shared duct, which opens into the duodenum (first section of small intestine). (Anatomy and physiology,1999). 5.2 Describe the role of the liver in dealing with nitrogenous waste and toxins. The liver is like chemical processing centre which has got many functions and they includes; the production of bile, it also produces proteins, and stores glycogen, iron and some vitamins. The liver also removes toxins and waste from the blood and converts them into less harmful substances. It also regulates blood sugar, lipids and amino acids, forms plasma proteins and stores vitamins such as A and D. When the body uses protein, it is broken down into amino acids by the liver. The by product of the used protein is ammonia which is toxin to the body. The liver then uses enzymes to convert this ammonia into urea, which goes into the blood. It is then picked by the kidneys to flow out of the body. Other disposal is through the intestines. Without the help of the liver to convert ammonia into urea, it would build up in the blood which can cause problems. Another factor is the use of drug or alcohol. Again, the liver with the help of digestive enzymes breaks down this substance which is then disposed off by the body. These broken down toxins are eliminated from the body by converting and then excreted to the bile or blood. Through the duodenum, bile waste substances enter the intestine and eliminates from the body as faeces. Blood waste substances is also filtered from the blood by the kidneys and eliminated from the body as urine. The liver has to convert fat soluble toxins into water soluble substances that can be excreted from the body. It filters the blood to remove large toxins, synthesizes and gets rid of bile and other fat soluble toxins and live enzymes eliminate unwanted chemicals. The process of disposing of toxins occurs by oxidations and conjugation. Oxidation neutralizes the toxin which will then be neutralised by conjugation. This process converts a toxic chemical into a less harmful chemical. Conjugation is the pathway where the liver cells add another substance such as sulphur molecule to a toxic chemical to make it less harmful then excretion. 6.1 Describe the gross and ultra structure of the kidney The gross structure of the kidney is what we can see with our naked eye. It consist of the fibrous capsule surrounding the kidney, the cortex which is a red/brown colour layer of tissue that is below the capsule and outside the pyramid and the medulla, which is the innermost layer consisting of the renal pyramids. The ultra structure is what we can not see with our naked eye. They are the functional units, the nephrons and the smaller numbers of collecting ducts. The kidney is either of two bean shaped excretory organs that filter waste from the blood. It is located at the dorsal part of the abdomen. The left kidney lies slightly above the right. Each kidney is supplied with blood by the renal artery and drained by the renal vein. Coming out of the two kidneys are a pair of ureters which conveys urine from the kidneys to the urinary bladder for temporary storage. The last portion is the urethra which is responsible for sending urine out of the body. The diagram below was lifted from; (www.ivy-rose.co.uk/human body), shows the gross structure of the kidney. The kidney is reddish brown in colour and has got a deposit of fat on top of it. It can be seen to have a central cavity, the pelvis, while the surrounding mass of tissue is differentiated into an outer cortex and an inner medulla. Urine formed in the kidney passes by a pair of ureters, into the bladder where it is stored until released by the urethra. Each kidney contains about one million nephrons which can be regarded as the functional unit performing both functions of excretion and homeostasis. At the inner end of the nephron is a spherical structure called the Malpighian body which is located in the cortex. It consists of a cup-shaped Bowmans capsule and a double layer of epithelium, enclosing a small cavity known as capsular space. The capsule then extends into a tube that coils many times to form the proximal convoluted tubule. It then descends into the medulla where it makes a u-turn known as the loop of Henley. The tubule ascends again into the cortex, forming the distal convoluted tubule, which opens into a collecting duct, along with several other nephrons. The collecting ducts converge at the pelvis of the kidney, shedding their contents into the ureter, which carries the urine to the bladder for temporary storage. Entering the narrow opening of each Bowmans capsule is a small arteriole, which breaks up into a network of capillaries, the glomerulus. Leaving the capsule is another arteriole, which subdivides to give a network of capillaries enveloping the convoluted tubule. 6.2 Explain the process of filtration in the nephron The main function of the kidney is to purify the blood which flow through it. It extracts and eliminates all harmful substances and ensures it has the correct composition. This is achieved through the process of filtration, re-absorption and secretion. Because the artery bringing blood into the glomerulus is larger than that carrying blood away from it, a high pressure is built up within the glomerulus. Under this pressure, filtration occurs. This involves the forcing of substances from the glomerular capillaries through the thin wall of the Bowmans capsule, into the lumen of the tubule. This filtrate consists of water, glucose, amino acids, vitamins, salt and urea. The filtrate passes down to the proximal convoluted tubule where considerable re absorption occurs. Over 80% of the glomerular filtrate is absorbed including all the glucose, amino acids, water and vitamins. The process of absorbing the useful metabolites back into the blood stream is known as selective re absorption which involves active transport and passive diffusion. Active transport requires energy (ATP) which is provided by the cells of the tubule. Further waste substances may be added to the tubules by active secretion from the blood capillaries surrounding the tubules. The Henles loop and distal convoluted tubule help to regulate the amount of water in the body. This is achieved by the help of a hormone known as ADH (Antidiuretic hormone) produced by the pituitary gland. The tubule also helps to regulate the pH of the blood, regulating the amount of ions in it. When the osmotic pressure of the blood is very high, more water is absorbed from the urine. This mechanism dilutes the blood and returns its concentration to normal. At low osmotic pressure of the blood, very little or no water is absorbed in the convoluted region of the tubule. Low concentration of the blood increases its regulatory activities by forming weak or diluted urine at regular intervals but discharged in large quantities to help bring the blood concentration to normal. This regulatory activity is controlled by ADH. Its presence in the blood stream affects the collecting duct thereby regulating the amount of water in the urine. 6.3 Explain the methods by which the kidney varies the volume and concentration of urine. The cells of the human body are surrounded by liquid that is remarkably constant in its properties. The various metabolic processes that take place in the cells of the body require a constant internal environment. Homeostasis is the process that ensures maintenance of this internal environment. Almost all chemical activities in the body system are enzyme controlled and they work better under good condition with respect to pH, temperature and other factors. Whenever the bodys normal temperature is altered and the condition of salt with respect to K*, Na*, C1- ions are not well maintained within the physiological limits, a number of process including nervous transmission are affected. The regulation of the amount of water and mineral salt in the body is controlled by hormones. When the amount of water in the body is low and the body begins to dehydrate, the concentration of salt in the blood increases resulting in an increase in the osmotic concentration of blood. The brain detects this change and nerve impulses are sent to the pituitary gland to stimulate an increase in the production of ADH. This increases the permeability of cells of collecting ducts and they reabsorb more water which helps to normalise the osmotic condition of the blood. On the other hand, when water in the body system is higher than normal, ADH production stops or reduces. Under this condition, large volumes of water are discharged together with the urine into the external environment, which is known as osmoregulation. REFERENCE: Ken, Chisholm (2009) importance of nutrition [online] Available at: http://www.nutrition.about.com (Accessed: 03/01/2010 at 2227) Matt, Ziemian (1982) Human Anatomy Colouring Book, New York: Dover publication. Ross, Wilson (2006) Anatomy and Physiology, Churchill Livingstone Elsevier 10th Ed. Ross, Wilson (1990) Anatomy and Physiology, Churchill Livingstone 7th Ed. Thompson, Bnowak (2009) liver detox [online] Available at: http://www.people.cornellcoge.edu (Accessed: 02/12/2009 at 0800) Author unknown (2009) the digestive system [online] Available at: http://www.digestive.niddk.nih.gov (Accessed: 10/01/2010 at 1815) Author unknown (2010) structure of the kidney [online] Available at: http://www.ivy-rose.co.uk/humanBody (Accessed: 12/01/2010 at 1002) Author unknown (2010) filtration of the kidney [online] Available at: http://www.purchon.com/biology (Accessed: 12/01/10 at 1717) Author unknown (2010) filtration of the nephron [online] Available at: http://www.health.howstuffworks.com (Accessed: 12/10/2010 at 1733) Author unknown (2010) filtration of the nephron [online] Available at: http://www.nsbn.org/humanphysspace/focus4/ep-urine(Accessed: 12/10/2010 at 1747) Professional Ethics: Compare And Contrast Professional Ethics: Compare And Contrast Professionals carry a lot of moral responsibilities to those in the population in general, and to society. Professionals can act on informed decisions that the public cannot, because the public lacks the knowledge that the professional has. There are several ethical principles that dictate how a professional should act in a business setting. These ethical principles have many similarities but are ultimately very distinct. Teleology is a Greek word meaning end or purpose. Teleology refers to moral philosophies that results in moral decisions based on the final outcome. A person looks at the choices presented to them and weighs all the outcomes and then chooses the consequence that best suits there desires. There are two major teleological philosophies, egoism, and utilitarianism. An egoist is a person who is only concerned for him/her self. They do everything that they can to further their own needs. This doesnt mean they are evil and greedy. An egoists goals can include getting a better job, a better house, or that stock portfolio they always wanted. In regards to ethical decisions, the egoist will choose the path that leads to their own goals with little to no regard to the other stakeholders. For the most part an egoist only thinks short term, there are some egoists that can think long term. These egoists are called enlightened egoists. Another version of the egoist, the enlightened egoist, is able to look further along in time, they are also able to think about other peoples interests when making ethical decisions. An enlightened egoist will still keep there own interests ahead of others. An example of an enlightened egoist would be some one that helps a turtle cross the street only because that person would feel bad if the turtle were to get killed by a car, and also it would help the turtle. In regards to business ethics, the egoist would be someone that tells management of someone else wrong doing against the company but only if it would benefit there position in some way (Ferrell, Freidrich, Ferrell, 2010). The egoist isnt the only one that is concerned with consequences. A utilitarianist concerns themselves with many consequences but unlike egoists they dont do things just for themselves. The egoist and utilitarianist are very much plan oriented. They weigh all the outcomes and consequences, and what will happen to the stakeholders. The difference however is that the utilitarian will try to find the best choice to benefit everyone, while the egoist will of course try to get as much benefit as possible for himself. Utilitarians dont just think about the benefits to humans either. Utilitarians will choose whats best for everything, including plants, animals, and the environment. Dont confuse them for tree hugging hippies though. If a solution does not benefit all stakeholders a utilitarian will not choose it. Deontology Deontology is completely different from teleology. Really the only thing that they have in common is that deontology is also a Greek word. Deontology is from the Greek word for ethics, and refers to a focus not on the self like Teleology but on others, and others intentions. Deontology teaches that there some things that just should not be done even if it could increase utility. Someone that follows deontology would try to convince there boss to give an employee another chance to improve their performance even though it would probably help overall productivity just to fire the person. The basic guiding ethical principle of deontology is that if you are comfortable having everyone see your actions and your rationale for committing this action is suitable to become a universal guiding principle then you are ethically sound in committing that action (Ferrell, Freidrich, Ferrell, 2010). Another example of this would be the taking of office supplies for use at home. If this were a universal ethical standard then companies would be going out of business because they would be spending ridiculous amounts of money on office supplies. Deontology can also be broken down into two different schools of thought, rule deontology, and act deontology. Rule deontology focuses on a conformity to general moral principals. Basic deontological philosophies use reason and logic to create their rules of behavior. Whistle-blowers are the best example of rule based deontologists, if the whistle-blower is bringing up a complaint that affects the general health and well being of its employees and customers even if they would suffer the loss of their job or worse. On the other end of the deontological spectrum is the Act deontologists. The act deontologist will still use rules and logic but not the currently established ones that the rule deontologists have created. Those rules are only guidelines to be used to make an ethical well thought out decision. Act deontologist also treat every action differently and as a seperate incident to be determined on its own. There is also some debate on the obligations of deontologists to the law. Some argue that one of the deontological duties is the duty to obey the law. Otheres argue that any duty to obey the law depends on whether the possesses practical authority (Deontological Ethics, 2003). Relativist Perspective The relativist perspective is more of a study of ethical norms and behaviors across the numerous and uncountable cultures of this world. It kind of follows the ideals of deontology in that it studies the rules of ethics that each culture creates. Relativists pride themselves on being fair and impartial to each cultures ethical norms. Relativists know that ethical decisions are based on cultural norms and therefore there can be no absolute ethical rules. For the most part relativists will adhere to moral and ethical standards of the culture that the relativist is currently in, but will adjust these morals and ethical rules as they move from culture to culture. To put this in perspective the relativist perspective can almost be used as the job description for an anthropologist. A good example would be polygamy, the practice of which is very acceptable in some societies but frowned upon in most of America (Moral Relativism, 2004). Virtue Ethics Virtue ethics is all about being an ethical person. Virtue ethicists will tell you that they do not follow a set of rules. Their actions are dictated by virtues and these virtues are inherent to your person. Virtue ethicists are also not concerned about the consequences of their actions like the Teleologists, nor do they have to think things through like a utilitarian. A virtue ethicist does whats right because they are a good person. Virtue ethics are not a habit like smoking, it is a persons very nature. These virtues (the rules that drive a virtue ethicist) will often come into conflict with a persons emotions. The truly virtuous however, are capable of putting aside their emotions and act without pause. Justice Justice is a system that is used to evaluate the fairness of different situations. Justice is based on rules, just like the deontologists, but in contrast these rules are written and are capable of forcing people to follow them. There are three types of justice that can be used. There is distributive justice, procedural justice, and interactional justice. Distributive justice relates to the guidance of the allocation of benefits and burdens of economic activity. In other words this is what decides who the laws should apply to. Procedural justice relates to the procedures used to produce the outcome, and interactional justice is used to evaluate communication processes. Conclusion Professionals have an uncountable number of moral and ethical decisions that they must decide on, and they need guidelines to help them make the best ethical and moral decisions. These guidelines can come from a great many sources, and it is ultimately the professionals decision on what to follow. Society in general follows these guidelines, and indeed without these guidelines society could very well fall apart into chaos. Are We Dependent on the Media? Are We Dependent on the Media? Media! Are we becoming dependent? Media is everywhere in society; it is almost impossible for people to ignore. Media; such as television, film and social media; can play a significant role in socialising children, and forming their ideas about the world. This creates a cycle where each generations views and ideas become influenced by media and each generation depends upon it for morals and ideas. UK children watch an average of more than two and a half hours of television a day and spend an hour and 50 minutes online a day, a poll suggests. It is estimated that children watch 40,000 television adverts each year. (AAP, 2006) and as children grow, viewing of television increases. Under 6s only watch 2 hours of television whereas 8 18 year olds watch on average 2 extra hours a day. This suggests that people rely more on television as they grow, now this may be because there is more choice for them to choose from or that they are in fact becoming dependent upon it. Most forms of media are seducing in many ways, which can make them become addictive because they appear exciting. Advertising people use clever techniques to hook people in and make them want to consume more media; using techniques such as; repetition of the advertised item, allowing for them to be build awareness and using television adverts, it allows both sight and sound to be used. This allows the advertiser to disguise the repetition by changing how its delivered. An advert for a product called HeadOn is an example of this. (Number 1) Viewers dont know what the product does but the name is remembered. There are many other techniques; such as association with something well known; i.e. a celebrity or song, or a desirable emotion being used. There are also ways such as promotions, bandwagon usage; everyone else is using it and so should you. A successful advertisement creates a desire in people and allows for a way to fulfil that desire, which makes the audience feel good about doing anything about it. Often we just receive messages from the media and do not question them making it easier for people to forget that everything does not have to be accepted. Media messages have only been one way. Audiences watch and consume them but we do not create or influence the media, however, new content on the internet has changed this; such as social networking sites and audiences uploading content online, using sites such as YouTube. Changes have come about because it allows for the audience to interact more with media, instead of just creating it, they allow for thought processes and creativity to flow, people do not just consume the media they are given but they add their spin, allow themselves to show off their opinions, creativity and even make a career out of something they are passionate about. They interact with the media they are looking at. Youtubers make a significant amount of money. Dan Howell aka Danisnotonfire; uses YouTube professionally and has a net worth of around  £2million. (Telegraph, 2015). He is a video blogger and recently became a radio personality. He creates many different videos; from internet help groups; asking his followers to ask him questions; to collaborating with other YouTubers such as AmazingPhil; Phil Lester. They like to interact with their followers, even having Tumblrs which allow for this. They show peoples fan art and vlog about different subjects. Young people dont sit in front of the TV for hours, they sit in front of a laptop for hours, says Danisnotonfire. Media companies have to adapt or die, like Blockbuster Video. (Conrad Withey, founder of Popshack, 2015) Many YouTube stars have become household names: Zoella (8.4m subscribers) has published four best-selling books in six months. Both Danisnotonfire (4.8m subscribers) and AmazingPhil (2.6m subscribers) have also brought out a book and sold out a UK tour. YouTube stars have become one of the few ways to reach younger consumers. A survey by Variety found that the five most influential figures among Americans aged 13-18 were YouTube stars, eclipsing mainstream celebrities including Jennifer Lawrence and Seth Rogen. (Variety, 2015). In the last 15 years media outlets have rapidly increased. In 1988 there were 4 television channels in the UK, now there are over 250. There were 60 radio stations, now almost triple that. There were 14 cinemas, now there are 2000 (Peake, 2002) these changes suggest a wider range of choice meaning people can spend more time using what is there. Early theories of media effects argue that media has a direct effect on behaviour. Hypodermic syringe theory (Harold Lasswell, 1920s) sees the media to have an immediate effect on peoples mood and actions. For example, violence in movies can produce violent behaviour which can enable influences on peoples perceptions. This could manipulate and control audiences but most of the research used to support this is from laboratory experiments which is fine but it lacks ecological validity as people behave different in laboratories than in real life. This theory ignores individual differences. Uses and gratification theory challenges this approach. T his asks what an audience does for the media instead of vice versa. It is argued that media is there to satisfy certain needs. McQuail et al. (1972) identified four needs that need to be met by watching television, they were escapism, companionship, personal identity; this was to see how clever they were using programs like quizzes; and the last need was their need for information. The uses and gratification approach lets the audience choose from the media to satisfy their needs. However, how can we identify audiences needs and how do we know that audiences have a wide range of programs, are they selective? People are adapting with the technology. In 1990, the internet had existed for only 7 years and only 3million people had access to it worldwide, of these 73% of were American. In 2008 there were 140 million people alone who have registered Facebook accounts and 40 million people had Bebo (comscore.com) Of these people there were only 22% of adults used them whereas almost double of children aged up until 17 used these sites, showing that maybe age has a part to play. According to Ofcom (2011) there were 18.8 million people to have a fixed residential broadband in the UK; while the figures continue to rise the UK population in 2011 was 63.2 million so only 30% of the population had it. The usage increases as the range of media increases but it only explains correlation and not causality. This could also suggest that people did not have internet at home but with the rise in other devices that access the internet; smart phones and dongles; they could be using these instead. 76% of those asked in thinkwithgoogle.coms survey said they accessed the internet every day from their phones, so the internet usage could be higher. It could be argued that people could be seen to use more media as there is more of it to access, so the average could still be the same. Peoples needs are forever changing and they seem to change with the media, as we are predisposed to media from a young age and it increases with age. (Jessica Farrow, 2015) Media dependency theory argues that the more dependent an individual is on the media for having their needs met, the more important the media be to that individual, thus there is a vicious cycle. (Sandra Ball Rokeach and Melvin Defleur, 1976). This theory is based on the uses and gratification theory which identifies how people use and become dependent upon media. People will use the media for many reasons; information and entertainment are just two examples. The media will also have much more influence over the individual; if someone is dependent upon the media then it is easy to set an agenda. Agenda-setting theory (Max McCombs and Donald Shaw, 1968) describes the ability to influence the importance of topics on the public agenda. I.e. if a news story is frequently covered then the audience will regard it as more important. For example, the constant televised show of the presidential 2017 election, this is important to everyone but is it only important because we keep getting told of it. The Paris attacks are another example, whilst this is important, there were bombings and attacks in different eastern countries but we were never told of this. Bad news almost always dominates the headlines; people respond more to negative words than they do to positive. Media is always made for a reason and the audience helps that by being a part of the cycle. This approach can be easily measured as it is positivist and it predicts a correlation between media dependence and importance the media has. However, each person uses the media differently, so individual differences need to be taken into account. This theory does not do this but according to Chaffe and Bergers criteria for scientific theories (1997) this theory is good. It is simple to understand and can be proven false, if a person is not dependent upon media then it will not be of great importance to the individual. This is also a great springboard to further research and helps to organise and relate to other media effect theories. It is a good theory but it needs to be expanded using the other theories such as Social cognitive theory (Bandura, 1986) build on uses and gratification theory[T1], it helps distinguish the stimulus for media consumption. Social cognitive theory explains behaviour in terms of the reciprocal causation between individuals, environments, and behaviours. This allows to make a more personal relationship between them instead of a much larger picture. Cognitive approaches like cultivation theory treats media consumers as passive sponges who file away bits of information. This does not always adequately describe consummation of media. Some people are more involved in certain aspects of medias, like fans of shows or movies. These people are not passive in their approaches but are interpreting material and seeking pleasures such as happiness and escaping their routines. People who are dependent upon media rely upon getting their needs met, so they spend more time using media to get the socialising they need and the needs covered. Each individuals needs is different but this seems to happen from childhood. Addiction is a serious problem for everyday life, usage of the internet; a large part of mass media; helps to fuel peoples addictions. To be classed as an addiction suggests that people are becoming much more dependant and that the use of media can be dangerous especially if it is changing the biology of peoples brains. Media activates the same pleasure centres of the brain as substances like alcohol and drugs. Among these alterations, the most significant is in the uncinate fasciculus which connects the limbic system to the hippocampus, creating a dissymmetry in the frontal lobe of the brain. Addiction is only possible if the activity is rewarding to the individual. They start to need to media for their own personal needs and become selfish and as it is everywhere it is almost impossible to stop what they are doing. Even if individuals do not have much of a reason to use any form of media, they have to use it because it is necessary to stimulate their brain and release the chemicals needed to feed the addiction. Having behaviour problems such as ADHD and depression can effect this differently, as the brain reacts to different stimulus in ways that a brain would usually do and I will discuss this in my next essay. Using social media can be detrimental to health. We see people doing different things with their life, maybe getting promoted or just a holiday and the mood can change, people can become envious. It makes everyone compare their lives to others, making people feel like they could be doing better, that they want something. Alison Stevenson wrote a blog on this and she says, For years, Id hear news of a friends success, and my immediate reaction would not be joy for that person. Instead Id think to myself, why didnt that happen to me? Only after the initial wave of self-pity had subsided, would I be able to finally feel genuinely happy for that personà ¢Ã¢â€š ¬Ã‚ ¦ I couldnt help but obsess over why my particular path hadnt lead me to the success I saw in other peoples lives. (Alison Stevenson, 2015)[T2][JF3][JF4] If a mood can change like that just from using sites such as Facebook, then what is it doing to the mass population who are constantly using it. People seek approval and online media makes that much easier and worse to do. Stevenson admits that stopping using the site helped her ease off on the envy and learn to be happier. Social media also allows people to showcase the best side of their lives. They can show an idealised self to the world which allows people to be envious. A poll on Twitter revealed a sentiment of social media fatigue. Jazzi, does not blog so much anymore, hasnt used Instagram in 70 weeks and her response to the poll was her first tweet since 2014. She still maintains all platforms except for Facebook and doesnt interact with others. Stacey, a PA from London, deleted Facebook three years ago when it went rogue and published private messages on [her] public wall. Since she deleted it she has no regrets. (Jane Helpern, Think Pieces, 2015) This goes to show that people do not have regrets from leaving social media and that can make it easier to live a day to day life.[T5] We consume media but how much is it sensationalised to create more drama and effect. Television does it; even documentaries have a habit of adding to it. For example, Nanook of The North (1922) raised issues that continue to this day, there was a deceptive depiction of Inuit culture, actors were used in place of real people, parts of the Inuits identities were erased and the plight of the eskimos were overlooked. He manipulated the story, changing customs to show his vision. He continued to omit issues regarding the natives in favour of supporting his vision (Gray, 1950). A documentary, chronicles the lives of real people. Flaherty, the director, raised controversy with Nanook, because his most serious manipulation of the subject was to pay both his technical assistants and his performers (Nanook of the North, 1996) and establish characters.[T6] Documentaries seem to show one side, does this make them biased or does that allow for the subject to be talked about? The Rageh Omaar documentary (2016), which talks about migration and technology, talks about Estonian culture and how the media seems to have hindered the culture they live by but there is also the other side, did the media help create the culture? Documentaries can provoke different feelings, such as socialisation; which in turn, linking up to the Rageh Omaar documentary; can be a hinder to everything and make people change in some way. If the culture is aware of the media presence then could it help, maybe creating empathy in people if they are represented truthfully? By using the programme itself to show this, it shows how technology do both. [T7][JF8] Children still use a lot of media today, using items like tablets for games and educational purposes. This changes their development and the way they learn and socialise with each other, many children in the western world use media at such a young age. I will look more into this when I write my second essay, also looking at the cultural differences posed and how different media technology is in developing countries and how the rise in technology and the effects of this. People get sensitised to the media and they do not always know or realise how much they are taking in. The aim of this study is to establish if society is dependent upon media and whether they use too much of it in their everyday lives. What is too much needs to be considered but this will be looked into further in my next essay. To ensure validity I will back it up with theories already made and statistics already found. Media dependency theory will be one of these. As stated media is everywhere so this study will sh ow people use media in all aspects of their lives and they need it fulfil their needs; whether psychological or biological. References Ball Rokeach, S, and Defleur, M. (1976) A dependency model of mass media effects Communication Research, 3, 3 21. Chron (2017) 5 Most Common Advertising Techniques [Online] Available At: http://smallbusiness.chron.com/5-common-advertising-techniques-15273.html (Accessed 17th January 2017) Google (2012) Smartphones and the Internet. [Online] Available At: thinkwithgoogle.com (Accessed: 13th October 2016) Halavais, C. Petrick, C. Anker, A et al. (2004 2006) Communication Theory. London: eM Publications Helpern, J (2015) social media suicide: why generation z is going off the grid. I-D Think Pieces [Online]. Available At: https://i-d.vice.com/en_us/article/social-media-suicide-why-generation-z-is-going-off-the-grid (Accessed: 17th January 2017) Internet World Stats (2013) INTERNET USAGE STATISTICS The Internet Big Picture [Online] Available At: http://www.internetworldstats.com/stats.htm (Accessed: 28th September 2016) Mass Communication Context (2000) Media Dependency theory [Online] Available At: http://www.uky.edu/~drlane/capstone/mass/dependency.htm (Accessed: 14th October 2016) New Media TrendWatch (2013) Usage Patterns and Demographics [Online] Available At: http://www.newmediatrendwatch.com/markets-by-country/18-uk/148-usage-patterns-and-demographics (Accessed: 15th October 2016) Ofcom (2012) Facts and Figures [Online] Available At: http://media.ofcom.org.uk/facts/ (Accessed: 15th October 2016) On Assignment (2016) On Assignment with Rageh Omaar. ITV1, 27th September 2016 Pilkington, A and Yeo, A. (2009) Sociology in Focus for AQA A2 Level. Second Edition East Lothian: Scotprint and Haddington Stevenson, A (2016) Theres an antidote for life-envy [Online] Available At: https://www.headspace.com/blog/2016/01/13/how-social-media-is-distracting-you-from-your-goals/ (Accessed: 17th January 2017) Tech Addiction (No Date) Internet Addiction Statistics [Online] Available At: http://www.techaddiction.ca/internet_addiction_statistics.html (Accessed: 12th December 2016) The Telegraph (2015) Making money from Zoella and Dan Is Not On Fire: the start-ups behind the YouTube stars [Online] Available At: http://www.telegraph.co.uk/finance/businessclub/technology/11669543/Making-money-from-Zoella-and-Dan-Is-Not-On-Fire-the-start-ups-behind-the-Youtube-stars.html (Accessed: 17th January 2017) WorldMapper (No date) Internet Users 1990 [Online] Available At: http://www.worldmapper.org/display.php?selected=335. (Accessed: 15th October 2016) Image References: Number 1: HeadOn, (2006). HeadOn Advertising, ScreenShot image. Available at: https://i.ytimg.com/vi/f_SwD7RveNE/hqdefault.jpg [Accessed 17 Jan. 2017] Video References: KyleLC (2006). HeadOn. Available At: https://www.youtube.com/watch?v=f_SwD7RveNE (Accessed: 17th January 2017). [T1]You do not always use a capital letters when referring to this theory make sure you are consistent. [T2]Cut down this quotation to save word count [JF3] [JF4] [T5]Decrease this section, include only a couple of examples? [T6]Reduce section on Nanook of the North [T7]Reduce [JF8]