How does Peter Medak create sympathy for Derek in ‘Let Him Have it’ Essay

Peter Medak directed this Film from a very biased point of view. He presents one side of an opinion – in this case sympathetic to Derek Bentley though exact events are not certain. At nine am on the morning of the 28th January 1953 Derek William Bentley was hanged at Wandsworth Prison London, as an accomplice to a murder which was committed by a friend in the course of a robbery attempt, it created a cause cà ¯Ã‚ ¿Ã‚ ½là ¯Ã‚ ¿Ã‚ ½bre leading to a 45 year long and ultimately successful campaign to win him a posthumous pardon. The Trial took place before Lord Chief of Justice for England and Wales, Lord Goddard, at the Old Bailey London. Medak gains a lot of sympathy for Derek by showing his misfortune throughout. The beginning of the film indicates a very somber atmosphere. Immediately after the credits we encounter a Blitz scene with Derek buried under the rubble of an old building during the bombing. As an audience you soon realize that he has suffered a physical, mental and emotional trauma which has left him with brain damage. In the next scene Derek is four years older causing mischief vandalizing a shed with a group of other boys. The boys, however, are rumbled and managed to escape but Derek gets caught and, put in a difficult situation, experiences an epileptic fit. We fast forward again a few years, the camera moves down a corridor towards Derek sitting looking concerned outside the Head’s office of the Kingswood Approved School he had been admitted to. The decision is made that he is to be released partially because of his low level intelligence, that of an eleven year old. The scene foreshadows what happens later; from what is said you get a real sense that the institutions of society are much more powerful than the individual – in this case, Derek. Justice is firmly against him, although it is apparent there is nothing criminal about him. Ashamed of what happened, Derek becomes a recluse and does not leave the house. Within his own world he feels comfortable but as soon as he leaves the he begins to show his vulnerability. We then come across Chris Craig for the first time as he sees Derek from the street corner he is completely over dressed and it is evident he is a confident character, a tilting shot upwards signifies this. There is a strong contrast between the two: Chris, 16, tries to emulate and pretend to be a gangster with a strong American influence around the time of Al Capone and Prohibition. Derek who had very little contact with the outside world and has only just discovered a love of music. Their style and behavior differ as well. Despite Chris’ small stature he constantly manipulates people around him and because Derek naà ¯Ã‚ ¿Ã‚ ½ve, he is easily persuaded. The scene in which the two meet is set beside the train line. The sound of a train approaching almost builds tension and gives you a sense of resounding force Derek is up against leaving you asking, what events will follow? Derek soon becomes more acquainted with Chris and begins to feel a sense of belonging. From being with Chris’s clique he soon makes the connection that to get what he wants he needs money. It is rather easy to forget Chris’s age. In the next scene he is a classroom at school exchanging various objects for weapons. Because the film is set in a post second world war period, there were a lot of guns around which made their way into the hands of the youngsters. It becomes clear Chris actually uses the guns whereas the others in his class of his age do not. This is vital to the Tamworth road scene. As their teacher enters there is a high angle shot looking over the class, showing the students lack of power (authority). Derek is physically large and appears strong but is of a gentle nature. Derek becomes more and more involved in the gang and is given a blue jacket by Niven Chris’s brother who, noticing his physically large stature, perhaps had an intention of using him. This jacket is however a light blue a different colour to the black they were wearing so this does suggest he is still an outsider. When Derek returns home, his fathers suspicions are raised about his whereabouts. Through questioning it is obvious he is not any good at lying nor does he act well under pressure, he has to rely on his sister to help him. Reluctantly, Derek has to under-take a physical test so he can be excused from national service, due to his epilepsy, as an audience you feel sorry for Derek as they didn’t believe him. Despite his appearance Derek is shown in an extreme close up as vulnerable, unable to stand up for himself. Derek is excused from service and is deemed subnormal. At this stage Derek’s self-worth is low and his parents talking about him makes matters worse. Following this we see Chris’s brother struggling in a feud with the police. After seeing his brother trying to shoot his way out of arrest it’s as if it is no longer a game for Chris and he is hardened by the episode as his brother is sentenced to twelve years imprisonment. His right hand man however is not charged which leads you to think Derek’s fate would be the same in just such an occurrence. Bentley does try to resist the lure of the gang but is drawn back, as he goes to see Chris there is a establishing shot on Derek to show empowerment on his part (he had obtained the key to the butcher where he had been humiliated a number of times). At this point Chris appears at his weakest. We are reminded of his adolescence wearing his PJ’swith toy cars and a gun on his bedside table. Derek and the gang join forces once again; the camera lingers on Derek signifying that is not entirely sure what he is up against, whereas the camera looks up at Chris trying to exert his power. By this point Derek is in a black coat like the others, perhaps to suggest he is no longer an outsider. Their plan to rob the butchers doesn’t materialize so Chris and Derek attempt to break into Barlow and Parker (confectionary wholesale and manufacturer warehouse) via the roof. The camera looks down on Derek once again and up at Chris as he shouts from above. Even at this point the two are messing around. In this scene the action is mainly focused on Chris as he fires a revolver aimlessly into the air as the police arrive and detective Sergeant Fairfax reaches the lift-housing. In a pivotal part of the film Derek is placed under arrest but breaks free and shouts â€Å"Let him have it Chris!† which can be perceived in different ways but resulted in Derek’s conviction as he was said to have mentally aided murder. Derek stands up to Chris but to no prevail. The camera looks down on Chris as he exhausts his ammunition, he is consequently left powerless. Cornered, Chris jumped some thirty feet from the roof, fracturing his spine and left wrist when he landed on a greenhouse. At this point, he was arrested. The next episode is the funeral of the policemen shot dead, Constable Sidney Miles, in the incident. The Home Secretary of the time David Maxwell Fyfe is shown to say to the family of the officer: â€Å"Justice will be done† in a vengeful tone. We quickly move to the trial, as viewers we are witnesses and not at all impartial. There is a whole establishing shot of the court room with the two accused looking small and insignificant in the middle of shot. The court system was mainly run and controlled by the higher classes but the judge is not necessarily shown through camera angles or positioning as the greatest power in the room, under questioning Chris is almost in control of the courtroom despite the enormous charges and the severity he still manages to cast doubt over the courtroom elders, manipulating. You continue to feel sympathy for Derek with a defense that seems to get weaker throughout even though he is as much of a victim. It is not at all surprising that Derek is caught by the prosecution under questioning and the trial begins to feel unfair towards Derek. The fact that Derek had a knuckle duster and on him used as evidence builds sympathy again as none of which were his but given to him by Chris. As tension builds, through sound effects and an extreme close up we get a strong insight into his mental anguish as he struggles with his words. The camera pans around the room from Derek’s position with his family solidly there in the forefront of the picture. The camera rests on Derek’s father the longest as he still looks towards him more concerned about his thoughts and opinion even though the jury clearly depict their negative impressions. The verdict is passed by the jury with a recommendation of mercy, there is a low angle shot of Derek as he is taken down. He appears disorientated and dizzy after the devastating sentence; the picture gets darker as he is put in detention reflecting the situation. Chris is presented as a young boy as they both sit behind bars. After reading the home office psychiatric reports the Home Secretary refuses to request clemency from the Queen. This does make the legal system seen fallible, you feel increasing sympathy for Derek as we find out that the sentence is rarely carried out in this situation and especially since it was contreary to public opinion. There was talk that the trial was manipulated to send the public a message that of murder especially of a cop is unacceptable a point made clear by Peter Medak. The family only finds out the news in a slightly cruel way through a journalist. In the last meeting between Derek and his family the camera focuses on Derek at eye level. Once again he displays his mental age in saying will it hurt there is a strong sense of poignancy about it. Derek’s father goes to Parliament to appeal with a petition however they were not allowed to discuss Bentley’s sentence until it had been carried out. In a bird’s eye view shot we find Derek’s farther pacing up and down in a large space awaiting the MP’s decision. By this point nothing can be done. The picture fades to the next scene where one of the guards is scribing for Derek in a letter, as he attempts to sign the letter we recognize he is left handed considered clumsy at the time and different, considering he is shown as very right sided at the beginning of the film. Derek’s is shown to be understandably emotional but shows maturity, he had heart but not the judgment. There is a long establishing shot of Bentley’s street signifying morning which in tern is quite and peaceful. In the Penultimate scene the camera tracks down the stairs of the house into the living room with the clock on the mantelpiece getting louder and louder as it nears nine o’clock the time of execution. The speed in which it takes place is quite dramatic! along with it is a sense of finality. The story is controversial, because Medak has chosen a topic which had been familiar with the public not so long ago. The end sequence suggests that justice is a blunt instrument and the film in its entirety raises the question of capital punishment the incorrect decisions, the dangers and whether it should be abolished.

Chilean Mining Accident Essay

Donald Marrin 4/8/12 Brittney Preece â€Å"On Aug. 5, 2010, a gold and copper mine near the northern city of Copiapo, Chile caved in, trapping 33 miners in a chamber about 2,300 feet below the surface. For 17 days, there was no word on their fate. As the days passed, Chileans grew increasingly skeptical that any of the miners had survived — let alone all of them. But when a small bore hole reached the miners’ refuge, they sent up a message telling rescuers they were still alive. † (Chile Mining Accident (2010), New York Times) Anytime a communication is given you need to consider how much information needs to be told and the exact information so you can keep it consistent. In a time of crisis consistency is a must to make sure you appear to be doing everything you can. Any time it is a dangerous situation you always want to be open for communication and until you know definite that any of the miners involved are injured or worse you always want to be optimistic. If you tell them the outcome is grim then you may cause panic and uproar when in reality the outcome could be completely different. The most important thing the company needs to keep in mind was the needs of the families of the miners involved and the needs of the employees. Each communication would need to be geared to make sure they know that the mine is doing everything it can to ensure safety of the trapped miners and take extra steps to ensure the safety of the other employees. The message geared to the families regarding the trapped miners would need to be reassuring and let them know that all possible resources are being used to get the miners out as soon as possible to ensure the safety and well being of their loved ones. Like i said earlier, communication would be key in this time. Anything you may think is small the families would want to know all information before they happen to hear it on the news or read it in an article. I also would want to know that until the miners were recovered and ready to return to work that the company would help by financially supporting the families which would reduce the amount of stress on the affected miners and possible offer a quicker recovery. The employees would want to know that safety would be the companys number one priority from then on out to help prevent a tragedy of this magnitude from happening again in the future. Also as an employee, seeing fellow coworkers trapped and in need i would want to pitch in and help. So i believe that other mining should cease until the miners are saved. This would show that the company cares about the workers and not just out for the profits and make the workers just a number. Draft 1: To Families I believe the best way to communicate with the loved ones of the miners would be face to face, possible in a conference room with all the families and the management of the mine. Families and loved ones we have called you hear today to inform you that one of our mines has suffered and cave in and 33 of our miners are currently trapped 300 meters below ground. However, rescuers are drilling holes in an attempt to locate the workers as quickly as possible. Every resource we have is being called in to help the trapped miners. Any information that we learn, the families and loved ones will be the first to know. At this time we are optimistic that the miners are still alive and will be rescued as soon as possible. Any questions or concerns can be directly communicated with one of the management members who will be available to help the families. Draft 2: To the employees In a situation of this magnitude fact to face communication is always best but to quickly get the message to all members of the workforce a memo or newsletter would be effective. Today a horrible incident has happened involving a collapsed mine trapping 33 of our fellow coworkers. All resources are being used to quickly and efficiently rescue the miners. Safety is our number one priority and all safety regulations and safety checks will be implemented to ensure the safety of our employees. We want to prevent anything of this caliber happening in the future. Our employees are our future so we want to keep you safe while at work. We will have counselors on site to help anyone who needs to cope with the situation. At this time we are optimistic the miners will be safely rescued.

Business Idea Essay Example | Topics and Well Written Essays - 1000 words - 1

Business Idea - Essay Example The umbrellas can be delivered at a client’s convenience upon request. The clients will be provided with our business cards so that they may refer their friends to our services and also ensure that they make request of our services. The average cost of an umbrella in UK is 20 pounds. We plan to allocate 300 pounds to purchase approximately 15 umbrellas for the start of the business. The remaining 200 pounds will be used to cater for the product of business cards and process the operational license of the business. The The unique selling point of this business is based on the fact that the umbrellas can be delivered upon request by the client. Therefore, a client does not have to under any challenge in case the rain begins falling and they do not have an umbrella. Additionally, the prices will also be relatively available. We expect to sell the umbrella at an affordable price that will favor our clients and the continuity of our business. Owing to the fact that the region experiences frequent rainfall, this business idea is strategic, targeting clients that may be faced by mobility challenges due to frequent rain. The umbrellas are also good quality; our clients will be assured of durability of their umbrellas: We intend to research and determine the most affordable and high quality umbrellas that we will take at wholesale prices to ensure that we reduce operational costs. The business targets International students in the college, specifically Russian and Chinese students, who are still not aware of the rainfall pattern of the area. In addition, it also targets local students and lecturers, who may be in need of umbrellas to improve their mobility during the rains. On the other hand, the business targets support staff within the college and other people such as visiting parents and others. These targets are believed to be lucrative for this business owing

SECOND PART----Weekend Crime Reports Assignment Example | Topics and Well Written Essays - 750 words

SECOND PART----Weekend Crime Reports - Assignment Example In addition, it is important to note that the paper has not taken crime as a blanket word to show different crimes. Instead, it has dealt with each crime and followed its trend so as to devise different methods of dealing with the particular misdemeanor. Introduction There are several kinds of crime in the area. The city is divided into East, West, North, and South. These sections in the town are characterized by crime whereas others are known for their lack of crime. This paper will point out these particular areas and the exact kinds of crime associated with these sections. It will also explain the patterns of criminal activity within the city. 1. Indeed, most people arrested on a typical night are charged with suspicious behavior. It is not a rare sight to see suspicious people walking around the street. This is especially so for weekends. It is during weekends that people tend to consume alcohol more than usual thus roam around the streets at odd hours looking suspicious (Pollock , 2011). However, on N 1st Avenue the suspicious movements are more than usual. This could be because there is a high concentration of bars around that area. It is also important to note that the suspicious people could also homeless people. This is because homeless people who roam around at night because they do not have anywhere to sleep. It is also important to note that some streets also do not report any incidences of suspicious people. N3rd Avenue, S 2nd Avenue, S 3rd Avenue, S9th Avenue and S 10th Avenue. This can be explained by the fact that these areas are inhabited by people of a low economic status. They are used to having people roam the streets at night and thus do not pay attention. (2008). 2. Burglaries are common in the second shift that runs from evening to late night. The hours between 7pm and 11pm are most susceptible to burglary. This is because at this time there are several people still walking the streets. It is indeed a convenient time for thieves to carry o ut their offenses. In addition, it is important to mention that burglaries are more common at night than during the day. This can be explained by the cover of darkness (Pollock, 2011). Acts of crime are likely to be committed at night than during the day. 3. Cases of domestic violence are however very unpopular within the city. They are rare to come by. Out of the five incidences reported over the weekend, three were reported within the Southern part of the city. Thus, it can be concluded that domestic violence is rare and when it happens it has is random and follows no particular pattern. 4. All crimes seem to be more concentrated in the North region, in particular the North West region in the city. The streets between the 1st and 6th seem to be most prone to criminal activity. This can be explained by the rich people inhabiting this part of the city as well as the gangs (Clarke, 2004). They are also likely to quickly report any bizarre activities within the town. Another explanati on would be that since it is an affluent neighborhood, it is rich ground for criminal acts. It would be recommended that more patrols be deployed to these particular streets. Carjacking are more rampant in the North of the city. Homicides are only found in the North West parts of the city. This could be explained by the gangs. The only robbery was reported in the North West part of the city. DUIs were common in between the Eastern and Western parts of the north

Georg Cantor Research Paper Example | Topics and Well Written Essays - 1250 words

Georg Cantor - Research Paper Example Georg had first been private tutored but later went to primary school in St Petersburg before they migrated to Germany. This was as a result of the Russian weather being very unfavourable. Cantor attended local schools and also made friends who would later on be of significance in making and creating theories that would change the world of mathematics. Cantor’s early interest and basis in mathematics formed a crucial step in helping him come up with credible mathematical theories. Cantor was a very good mathematician and was known for his exceptional skills in trigonometry. He entered the University of Zurich where he continued to do well. His study at the University of Zurich was cut short by the death of his father. After receiving a substantial amount of inheritance from his father, he was able to transfer to the University of Berlin where he attended lecturers by influential scholars. He later attended the University of Gottingen where he took mathematical research. In this research he was able to complete his dissertation on number theory. While in Berlin, he was elected the president of the Mathematical Society Berlin Chapter. He was also a member of several teams that met and discussed mathematics as well as how they could come up with Mathematical theories. In the same light Cantor taught at a local girl’s school. At the same time he worked on improving his theory of mathematics and presented his theory again. The Personal life of Georg Cantor was one that was adventurous as at a tender age he played the Violin and his family was very musical. He also came from a mixed family where his mother was of Russian descent and his father German. His Father was also a successful businessman who was involved in the setting up of the St Petersburg Stock Exchange. Cantor was also the first born child in a family of six. Cantor’s work was also heavily criticised and

Leadership in management Essay Example | Topics and Well Written Essays - 2750 words

Leadership in management - Essay Example Opposed to this trait theory of leadership, evolved a system of understanding called the behavioural theories of leadership. Behavioural theories of leadership are based upon the idea that great leaders are made, not born. Rooted in behaviourism, this leadership theory focuses on the actions of leaders, not on mental qualities or internal states. According to this theory, people can learn to become leaders through teaching and observation. Conditioning occurs through interaction with the environment. According to behaviourism, behaviour can be studied in a systematic and observable manner with no consideration of internal mental states. Behavioral theories of leadership do not seek inborn traits or capabilities. Rather, they look at what leaders actually do. If success can be defined in terms of describable actions, then it should be relatively easy for other people to act in the same way. This is easier to teach and learn then to adopt the more ephemeral traits or capabilities. Thus , Behavioral leadership is a big leap from Trait Theory, in that it assumes that leadership capability can be learned, rather than being inherent. This opens the floodgates to leadership development, as opposed to simple psychometric assessment that sorts those with leadership potential from those who will never have the chance. A behavioral theory is relatively easy to develop, as you simply assess both leadership success and the actions of leaders. With a large enough study, you can then correlate statistically significant behaviors with success.

Research wk2 Essay Example | Topics and Well Written Essays - 500 words

Research wk2 - Essay Example There will be several ethical dilemmas according to the APA Ethical Principles of Psychologists and Code of Conduct (2010) that I will face. Standard 3.04 is the first of these ethical concerns that I will face which encompasses a clause for avoiding harm. In questioning these juveniles to gain an understanding of their motivations and the reasons behind their criminal activities there is a high probability of exposing them reliving traumatic incidents and disturbing personal experiences. Standard 4.02 that pertains to limiting confidentiality is another obstacle on the research that I would be undertaking. This ethical consideration would limit the amount of information disclosed by the subjects regarding their offenses and confidential details of the crime scene. This information could be critical in aiding the research however due to the confidentiality ethical dilemma further complexities in terms of reaching a comprehensive conclusion can be deterred. Furthermore according to Cr eswell (2009) there might be a rising need to gain a consent form from the participants which might pose to be a problem since these juveniles might be hesitant to officially sign documents that pertain to formal information collecting.

What does it mean to be human What makes one human Essay

What does it mean to be human What makes one human - Essay Example The early humans scattered to different environments where their sizes and shapes evolved helping them adapt to the climatic conditions. The change in their diets brought about the change in their sizes and shapes. Due to the harsh conditions of weather the ancient man faced, their brains became more complex and large to deal with the challenges. The aspect of food sharing, networking and taking care of young ones helped these people tackle their challenges. Symbols transformed the manner in which humans lived and brought new ways to tackle the changing world (American Anthropology Association, pp.385) What does it take to become human? What is about to be discussed in this paper will answer the question adequately. The origin of human tackles the important aspect of the question. To know how to be human is partially what it is to be human not only as common species but unique persons. To answer this question is a process that involves adaptions to change in climate, geographic expan sions and stops at Homo sapiens. If an individual was to walk through exhibitions in Sant Ocean room, one would go through a tunnel which draws back one in time, making an individual have a rough idea of life may looked like for extinct human species. To start with is a panel that outlines the relationship between climate change and human evolution. Contradicting the idea of humans evolving in reaction to an ancestral environment or change in climate, it has been suggested that the adaptation hypothesis to change in climate in itself had implications on human evolution (Goldsmith and Rabinowich, pp.2) The first argument to the question about what makes us human will be done by relation of context and background on which humans fit tree-life. There is a human tree that has been generalized that feature the widely accepted early human extinct species grouped into four main categories, with 5 skulls and family tree of the primate illustrating how DNA association shows our relationships to those living primates. Apart from that evidence, there is an astonishing display of a constructed full body of 3.1 million year old, most probably the early fossils of the Australopithecus. Instead of collecting evidence on the question of discussion, the display takes a very unique approach in the organization of evidence to human character; the things that make humans unique. This is inclusive of walking on two legs and upright, eating other new foods, use of new tools, body size and shape changes, complex and large brains, unique aspect of the social life and symbolism and language. The characteristics define the display organized in a chronological order like walking followed by making stone tools, followed by changes in the body shape and size of humans, with evidence of evolution and origin of every characteristic inclusive of interactives, touchables, videos and object. Some other evidence that can answer the question at stake in the gallery is the snap shots. The interac tive, dynamic, large screen occurrences allow individuals to go into the pre historic sites and explore an indication on what took place. How do people know their past? The question is common for science such as paleoanthropology and a topic for human origins hall. How do people know? There are labels everywhere around the exhibit; answers are provided for common question on how the fossils are known to be human, knowing of fossils age, knowing of changes in climate in the ancient period. Every label is inclusive of what the exhibit mean in science. Among the objectives of exhibition is presentation of evidence on human evolution. A close computer specialist allows individuals to have an intensive exploration of the differences and similarities among ancient

Managing Change Essay Example | Topics and Well Written Essays - 750 words

Managing Change - Essay Example Customers tend to prefer those retail stores which serve them quick. Although, ASDA is one of the largest UK retail organisation, but the research has revealed that customers have to wait longer at ASDA as compared to Waitrose and Sainsburry (Mirror, 2006). ASDA is at the third number in the UK retail industry on the basis of customer waiting time. This situation is a serious issue for any retail organisation. The management of ASDA should take considerable measures in order to reduce the customer waiting time and to make sure that the company has lowest possible customer waiting time in the UK retail industry. For this purpose, the management has to change some of the working standards and procedures and along with this has to incorporate new technologies. This change is important in order to provide the customers with valuable shopping experience and make sure that there is high customer satisfaction. This in turn will facilitate the organisation in the process of attracting more c ustomers and retaining the current ones, thus increasing the customer base. In order to incorporate this change it is first important to measure the current performance, set new standards for the performance and compare the current performance with the new standards. For this reason, the management of ASDA has to first measure the current queuing time and set the new queuing time. ... To consolidate improvements and produce still more change 8. To institutionalise new approaches The management of ASDA has to first communicate to the employees the importance of this decision and the implications for the whole organisation. Secondly, the organisation will have to identify and formulate a group of people who can lead the change process. Their organisation will have to come up with a proper vision which should be communicated to the employees and the employees should have the required empowerment in order to take the necessary steps. The organisation will have to create short term milestones and wins and work on required improvements. Apart from this the organisation should enforce a system of proper control and monitoring for the continuous improvement. There are several internal and external factors which will either support the change or resist the change. It is important for the organisation to incorporate the appropriate change management strategies in order to m inimise the negative forces and enhance the positive forces (Markovic, 2008). One major element in the process of change management is in regard to the management of the resistance. Most of the changes or transformation fails because of the increasing resistance (Atkinson, 2005). It is importance for the organisation to manage the resistance effectively and efficiently. In this particular case the high resistance will be from the employees of the retail organisation. In order to reduce the resistance on the part of the employees, the management of the organisation should involve them in the process and implement the method of participatory communication (Russ, 2008). Apart from this the management of ASDA should also start the training and development program for the employees

Movie Genre Essay Example for Free

Movie Genre Essay In a dystopian era plagued by radiation, Dredd is one of the Judges, which is the only presence of law in the land. The most feared of all Judges, Dredd is on a mission to stop the distribution and use of a new drug, â€Å"Slo-Mo†. While training a new Judge, Dredd and his trainee are caught in a slum apartment where a drug lord, Ma-Ma, has gained control over almost all of the inhabitants. The two Judges must fight for survival when the futuristic apartment building’s security is taken over by the drug lord with one mission: to kill Dredd and save the business. Films are generally pretty personal things. What one person loves, another may hate, and there are many concepts that can or cannot be included to create the desired effect. Regardless, there are a few things a film needs that everyone can agree on; an interesting plot, believable characters, captivating dialogue, a realistic set design, and must have a destination (and get there in a reasonable time). Dredd accomplishes all of these with ease, and was a film worth seeing. The plot is pretty basic, and while the basic idea of clashing with authority and who will prevail isn’t relatively new, Dredd presents the concept in a fresh way. Thrilling and suspenseful, Dredd is very well written and captivates the audience. NPR reviewed the film, stating, â€Å"Dredd works because its an action flick with wide appeal that takes risks it doesnt need to in its delightfully off-putting violence and daring style and those choices pay off in a singular and exhilarating movie experience. Its savage, beautiful and loads of fun. (ARNOLD)† Taking something so extraordinarily simple and making a masterpiece is what Alex Garland, the writer, has done. While there seems to be a constant flow of action scenes, the rising action isn’t typical backstory stuff. It offers the pertinent information, but in an energetic way. The climax is certainly the definition of, with more guns and ammunition than you can shake a stick at. Dredd lacks in the falling action, but after the previous high point, any more action may border on too much. Judges are self-described as â€Å"Judge, Jury and Executioner†, being given the power to determine charges on scene, and execute the appropriate punishment immediately. This kind of power is overwhelming and one would expect anyone in this position to be a bit arrogant and demeaning. This demeanor is shown exceptionally well by the Judges at the end of the movie. Many are on Ma Ma’s payroll and corrupted Judges are aplenty. These characters act, as one would expect, prompting the audience to feel a bit of animosity towards them: aptly so, since they are part of the villainous crowd. With a plot as dramatic and intense as Dredd’s, the set must be equally astonishing. Set in a futuristic time, after bouts of radiation, Mega-City One looks drastically different than Earth in present day. Shooting in South Africa provided plenty of vast land to create the perfect set that accurately portrayed the ‘goings-on’. The set is authentic and eerie, and strangely draws you in to the point that when you leave the theater, you wonder where all of the sunlight came from. This kind of believable set makes the movie experience that much more enjoyable. â€Å"I am the law†. Potentially one of the most raw lines in the film, this is the overall theme of the Judge’s attitudes. Being a drama, the film must deliver dialogue that is as captivating as the other elements of the film. Audiences love wit, one-liners, and humor, of any variety. But, in fact, the movie is devoid of too much dialogue, giving the audience the ability to absorb the beautiful set and the extreme action shots that seem to never end. Dredd could have offered more in the way of ‘captivating dialogue’, but Karl Urban, who plays Dredd, makes up for it with the delivery, using his raspy, Clint Eastwood-like voice. Perhaps the most important part of the movie is the plot, and how the movie reacts and evolves around the plot. The natural progression of things, the speed of that progression, and the in-betweens of the plot are all extremely important in holding the audience’s attention and not boring them half to death, or leaving them in the dust, confused. Dredd’s plot is pretty simple; stay alive in a post-radiation era while trying to solve a crime and bring down a drug lord. With the wrong writer, Dredd could be very short, and very boring. However, Garland creates intensity and draws the viewer in with numerous action scenes and suspense with not knowing if they will survive or not. Wired. com calls Dredd, â€Å"a fantastic action spectacle set against the back drop of two people trying to escape hell on Earth. There are massive bombtastic fights, near-death face offs, and bro-ing out between new BFFs Anderson and Dredd. The climax is reached in due time, with an ending that, as a viewer, you can’t help but shout a little â€Å"hoo-ra† at. Dredd is strong on the dialogue and characters, but shines on the set and plot areas. An astonishing set and a plot with non-stop action make Dredd an intense film you won’t want to miss.

An overview of marketing

An overview of marketing Marketing according to Kotler and Keller (2006) is everywhere. We as human beings tend to portray a sense of belief that we make decisions out of our own will. However, in reality we receive hundreds of inputs consciously and unconsciously from brands and businesses marketing themselves, that tends to form the very basis of everyday decisions. It is done formally or informally in a number of ways by people and organisations, and businesses need to implement good marketing strategies in order to have beneficial success. Hence as Armstrong and Kotler (2009) state that marketing has a twofold goal of trying to attract new customers by promising superior value and to keep and grow present customers by delivering satisfaction. We are surrounded by companies marketing on every possible platform that they can possibly market on. But this is no accident that marketing takes place this way. Kotler and Keller (2006) state that it is done after careful planning and efficient execution. Excellence in marketing and its strategies are continually refined and reformed to meet the way consumers react to brands. But marketing to a wide range of people either locally or globally is tricky and has to be the Achilles Heel of many prosperous companies (Kotler and Keller, 2006). It needs to include what products need to meet customer demands, the product category, what price ranges they need to fall in, brand image of the business and brand loyalty of the customer. The brands and businesses that fail to carefully understand and monitor their customers and competition but try to keep a step ahead are at the greatest risk of failing to increase their value to the end customers. 1.1 Marketing! What is it? What really is marketing? How does it benefit to implement a marketing strategy? Does marketing really work? This is explained simply by Kotler and Keller (2006) as the identification and meeting of human wants and social needs, profitably. And to this the American Marketing Association introduced a formal definition help understand marketing which states that Marketing is an organisational function and a set of processes for creating, communicating and delivering value to the customers; and for managing customer relationships in ways that are beneficial to the organisation as well as the stakeholders (Kotler and Keller, 2006). Armstrong and Kotler (2009), state that marketing is managing profitable customer relationships. Marketing has enabled exchanges of goods, services, events, experiences, information and ideas easily through various modes of communication from businesses to customers. Exchange according to Kotler and Keller (2006) is a core concept of marketing and to make any successful exchanges, marketers seek to elicit a behavioural response from the other party of consumer through analysis. But companies, businesses and brands have to understand that marketing needs to be radical and that the advantages of direct marketing are far greater. Using surgical strike advertising which as explained by Kotler and Keller (2006) are short, targeted ad campaigns helps create a emergent sense of belonging and part of a community, while making the brand or the brand image as the unifier of that community. This enables bringing about increased competition by introducing fresh, different marketing ideas and est ablishing loyalty and commitment among customers. 1.2 Do Brands really exist? Guzman cites Kapferer (1997) who states that before the 1980s the approach towards brands was different. Companies wished to buy a producer of chocolate or pasta: after 1980, they wanted to buy KitKat or Buitoni. This distinction is very important; in the first case firms wish to buy production capacity and in the second they want to buy a place in the mind of the consumer (p. 23). Guzman states that the shift in focus towards brands began when it was understood that there was something more than just mere identifiers. Also Kapferer (1997) stated that brands help perform an economic function in the minds of consumers, the value of the brand comes from its ability to gain an exclusive, positive and prominent meaning in the minds of a large number of consumers (p. 25). Thus Guzman assertens that business need to build a brand and focus on developing brand value (Guzman, A Brand Building Literature). A brand as explained by Simoes and Dibb (2001), is the combination of features (what the product or service is), the benefits for the customer (what wants and needs the product meets) and the values (which the customer associates with the product or service). If marketing adds value to a product while differentiating it from the other products in the market which may have similar features and benefits, then we are able to create a brand that customers can relate to.Brands are thus intangible assets that are residing in the minds of customers. Though they are impetus to brand creation by marketing, Kotler and Keller (2006) state that brands end up as a perceptual entity that are deep rooted in reality but reflects the perceptions and perhaps even the idiosyncrasies of customers. As explained by Armstrong and Kotler (2009), many business owners and brands tend to make the mistake of paying more attention to the product rather than to the benefits and experiences produced by the product s and coined this as marketing myopia. Therefore companies and organisations have long tried to differentiate themselves from their competitors in many ways to be able to be top of mind for customers. These differences maybe functional, rational or tangible, i.e. related to the performance of the brand; however they could also be symbolic, emotional or intangible, which helps potential customers and repeat customers relate to what the brand intends to represent (Kotler and Keller, 2006). Perceptions from customers according to Chevalier and Mazzalovo (2004) are embodied in a name. However, the American Marketing Association defines a brand as a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of competitors (Kotler and Keller, 2006). It is thus an important visible part of a more complex reality and provides the mediation of the core values of the organisation and how consumers perceive its brand image. But what needs to be understood more importantly is that consumers are looking at a particular brand because they believe it has a guarantee of a specific quality, usually superior and this tends to help form a long-term strategy assurance for any relationship between the brand and customer (Chevalier and Mazzalovo, 2004). Brands thereby focus on keeping to their core-values and delivering the benefits consumers truly want. As seen from the HBR (2003), the Brand Report Card shows us that strong brands attributes such as staying relevant or pricing strategies are based on value that the consumer perceives, positioning the brand to make it desirable and deliverable, while constantly ensuring brand consistency and monitoring brand equity  [1]  . Any value that a brand carries along with it adds or minuses its overall brand awareness which Kotler and Keller (2006) state as the power of that brand which lies in the minds of existing or potential customers on what they have seen, read, heard and experience directly or indirectly about the brand. As stated by Coulson-Thomas (1983), the appeal of a brand may remain relatively constant even as product physical attributes may change, hence companies and organisations need to constantly resonate their core values and position themselves correctly in their tar get audiences minds, in order to increase brand awareness and higher brand recall. 1.3 Gaining an Identity for the Business through Branding Urde M. (1999), Brand Orientation: A Mindset for Building Brands into Strategic Resources, Joumal of Marketing Management, 15. 117-133 There has been research from previous case studies carried out on companies such as Nestle, DuPont, Tetra Pak, Volvo, and Phamiacia Upiohn Nicorette, to see how an organisations approach is affected when its operations and marketing and strategies revolve around the companies brand or particular products of the company (Urde, 1999). The organisation acquires an identity and increased awareness when it expresses its overall goals, values and positions through its brand and brand statement. But Urde questions whether we need to rethink the market and marketing concept while challenging the ever known assumption of whether the customer is always right? He also goes on to ask whether development of the organisation or brand should be based on satisfying the customers need and wants, even if the price is not right? (Urde, 1999). But through the case studies researched by him on the companies stated above, it shows that integrity and brand competence are required to create, develop and pro tect the brands while sending out the right message through the right channels to be able to establish a trust brand identity while customers can relate to and not just an image. Also Ewing and Napoli (2005) state that while doing this organisations need to monitor consumers brand perceptions, identify whether their attitudes confer with their own brand vision and thereby instigate strategies to reinforce positive brand beliefs or change any negative perceptions because as Haynes et. al (1999) state, from a brand management perspective, brands are likely to be more successful when an audiences perception of a brand mirrors the firms view of the brand concept and both are identical to the consumers original specifications since the products or services produced by a business need to meet the customers desires and not just their demands. 1.4 Brand Orientation: Brand-orientation has been a term that has been coined by Frans Mellin and Urde and through Urdes dissertation carried out in 1997 he states that it is an process where brands and companies revolve around the development, protection and creation of the brand through an ongoing interaction with targeted customers with an aim of achieving long lasting relationships which in turn ensures competitive advantage for the brand. Brands have always been seen as only resources and expressions of the company identity to establish themselves in the minds of customers. And they have thus been treated in a very superficial or general fashion. Urde cites Macrae who states that certain companies go the extra distance to not only satisfy customers wants and needs but to lend a strategic significance to brands, which enables them to acquire an emotional and symbolic value for the brand and organisation, thereby helping them ensure that they are living the brand through their marketing strategies (Urde , 1999). Urde states that though being industry and customer centric for the last half century, there are always questions arising with regard to product related questions. Is the product good enough? Is it what the customer really wants? These questions tend to dominate when we deal with brands and this is mainly because the functional advantages of any product can be easily imitated by competitors at a lower cost hence removing the competitive advantage entirely (Urde, 1999). Thus as stated by Kotler and Levy (1969) that The marketing concept holds that the problem of all business in an age of abundance is to develop customer loyalties and satisfaction, and the key to this problem is to focus on the customers needs (Urde, 1999). Thus when Drucker (1954) first articulated this idea being called the marketing concept, he made note that marketing was never a separate function of the management but on the contrary, the whole business needs to be seen from the customers point of view (Deshpande and Webster, 1989). The marketing concept often called the market concept which is considered a corner stone by Kohli and Jaworski (1990) and Drucker (1954) who were among the first people to argue that the marketing concept needs to be adopted as a fundamental basis for any brand or company to ensure a competitive advantage. Armstrong and Kotler (2009) also state that customer focus and value are the paths to higher sales and profits for any business. Thus it goes to say that by placing the customer in focus by the firm and revolving the companys strategies to satisfy customer wants and needs is key in any marketing concept. Many authors such as; McKittrick 1957; Felton 1959: Kotler 1977; Day. Shocker, and Srivastava 1979; Webster 1992; Day 1994; Hunt and Morgan 1995, have previously in their literature contrasted this concept of marketing with market orientation and hence customer orientation. And Urde describes market orientation as the organization wide generation of market intelligence pertaining t o current and future customer needs, dissemination of the intelligence across departments, and organization wide responsiveness to it (Urde, 1999). Businesses need to be able to maintain a healthy competitive advantage by differentiating their product or service through constant sensing of their market through regular interactions with customers and potential customers helping them cater to the end customers needs and wants, and thus as Melin (1997) points out enables them to form a barrier to entry. Thus brands are forced to become the unconditional response of the firm because following the strategy to tend to the wants and needs of customers can be ensured only through the right brand communication channels and thereby right segmentation and positioning. And this is possible as seen by Urde citing Day (1994) who argues that market sensing (the ability to continually sense, interpret foresee, and react to changes in the market) and customer linking (the ability to develop relationships with customers) are two particularly important aspects of the development of a market-oriented organization (Urde, 1999). Satisfaction of customers needs and wants Æ’Â   The brand as an unconditional response to customer needs and wants But Urde (1999) also goes on to state that if brand awareness and brand loyalty of customers is intended to increase the competitive advantage, then market orientation tends to come into conflict with any long-term brand development. If marketing the business as a brand is the true question then we need to see whether the customers and their changeable preferences provide sufficiently stable grounds for the brand as a resource. If brands tend to change just because of opinions and comments of consumers based on whatever position they think is popular at the time, then the business and its brand image loses credibility. This on the contrary shows that the business has not got a strong sense of identity and forms and opportunism for signs of weak integrity to the business and the organisations core values and goals (Urde, 1999). Establishing a brand as explained by Urde (1999) should be a starting point for businesses as an expression of a mindset. If all businesses relate to their products or services as brands and work on strategies to create, develop and protect these brands as strategic resources, it will help them achieve a competitive advantage which in turn increases brand identity for customers to relate to. Research done earlier has shown that identity of a brand for a customer is enhanced through value creation and meaning creation which enables customers to experience products or services as attributes that are valuable and unique, and this makes it difficult for competitors to imitate. Urde (1999) states that companies need to consciously and actively strive to give their brand a competitive advantage through an expression of intent by constantly managing the process through which they give the brand value and meaning. This helps the brand become a symbol of an ongoing interaction between the com pany and its customers. Hence Urde points out that by doing this, it has positive consequences on the company which helps it position, prioritizes, organizes, develops, and protects its brand resource base while increasing the companys knowledge of market intelligence for its product or service (Urde, 1999). 1.5 Businesses establishing themselves as Brands A conceptual framework Former head at Nestle, Camillo Pagano, was questioned by Urde on whether it was possible to create brand passion within an organisation. To this Camillo answers, As you get new consumers all the time, by changing consumer groups, habits, and trends, you have to keep the brands continuously refreshed. Thats a job that takes a tremendous amount of attention and passion! (Urde, 1999). A passion for a brand whether it is a business, organisation or even a product or service, it needs to come from within, and this can be seen not only from the way the employees of the brand work in the organisation but also by the way customers perceive the brand through their loyalty. Businesses thus need to be brand oriented in order to generate any sort of customer loyalty towards their brand, increase brand awareness and thus be able to communicate the right message to their potential end users. This ability to be able to transform a product or service by an organisation into a brand needs to constitute as a fundamental process for organisations. As stated by Urde (1999), a product fulfils a function, while a brand symbolizes values and a meaning in a social context. A brand with emotional and symbolic values is experienced and interpreted while carrying a personality and identity of its own provides a basis for a unique relationship. It symbolizes values and a meaning in a social context and brings about experience through its reality. The understanding of a company being brand-oriented can be summarised through a number of concepts and relationships. However, Urde (1999) integrated a companys reasoning about its strategy and direction with brand equity, brand awareness and brand identity, to obtain a conceptual framework called the Brand Hexagon. Any company that needs to portray its business or its brand out into the market need to answer basic fundamental questions such as: Why does the business or brand exist? What does the brand stand for? Who is the brand? How is the goal of the brand to be achieved? As stated by Urde (1999), if these questions are answered then it helps relate to the reasons for the existence of the business or brand as well as enabling identification of the core values, identity, personality, and strategy of the brand. Also if the vision of the brand is to be projected out to the end customer on a long term basis then the business needs to be able to communicate the right information of what they want to achieve for the brand and how they will go about realising this vision. 1.6 Communicating the Brand Functional and Emotional Values As stated by Urde (1999), brand awareness for any business is concerned both with its position in the market as well as the specific products or services that is made available for the consumer. From the Brand Hexagon model, the right side reflects the reference function (product or service category and product), while the emotional function that reflects the brand name or the business name is on the left side. Urde goes on to explain that distinguishing between intellectually explaining as well as emotionally communicating are the principle ways brands need to communicate to their target audience. We as individuals use our brain (i.e. reference function) and our heart (i.e. emotional function) to interpret a brand thus enabling us to experience the brand in its entirety. The task of communication is necessary to explain the product or service that a brand or business represent, however it is not to explain brands in terms of objective relationships. We need to emotionally and symbol ically experience a brand and hence the identity of the brand cannot be explained. And Urde firmly states that insight into the limitations of the intellect in understanding, and into the limitations of the emotions in explaining, is fundamental when a company communicates about its brands (Urde, 1999). The mission and vision are at lower part of the model and relates to the brand or businesses intentions, while the upper part shows the interpretation of the brand by the target audience. Through symbolic interaction a continual reinterpretation is created by the dynamics of brand development. Thus this has lead to the process of meaning creation which puts the core values and positioning at the centre of the model, thereby forming the complete brand hexagon showing how all the elements are linked and interlinked for the development of a brand. 1.7 Awareness. Associations and Loyalty Reflections of Brand Strength As we look at Urdes Brand Hexagon, we can see that the relationships between a brand, product or service and the target audience can only be established when there is awareness, right associations and brand loyalty. 1.7.1 Awareness: As cited by Macdonald and Sharp, Baker et.al (1986) state that if a brand is not recalled due to lack of awareness then it would obviously not be chose during the decision making stage. Awareness of a product or service, produced by a business, thus needs to be conveyed to the target audience and this helps to increase the brand building process. Farquhar (1989) states awareness is a important dimension of brand equity and Aaker (Emerald Backfiles 2007) strengthens this point to say that brand awareness is pivotal since it underlies the strength of successful brands. As Aaker (1991) states, the brand should be conceptualised as a node in memory which thereby allows other information about the brand to be anchored to it and this can only be done by creating awareness of the brand (Macdonald and Sharp, 1996). 1.7.2 Associations: The brand is able to differentiate their product or service, create favourability, attitudes and bring about congruity in the brand through unique associations (Keller, 1993). Aaker and Joachimsthaler (2000, p.17) describe associations as anything that makes the consumer connect with the brand, including user imagery, product attributes, organizational associations, brand personality, and symbols. But as stated by Cochran (2002), associations will only result if all of the components of the brand make sense and are perceived by the target as an entity with which they would want to interact. Hence these associations will only be possible if there is a good communication channel between the brands and the end customer, since good associations would lead to better relationships and this would result in higher brand recall. 1.7.3 Loyalty: Loyalty as stated by Shocker (1994), marketers for brands need to understand and be able to leverage consumer-bonds which has become especially necessary in every marketplace since it is characterised by increasing unpredictability, diminishing product differentiation, and heightened competitive pressures and as cited by Fournier and Lao (1997), brand building activities have been placed back into the heart of business plans to develop consumer brand loyalties, partnerships and friendships. In addition, Aaker (Emerald Backfiles 2007) also states that by focussing on brand loyalty, this often is an effective way to manage brand equity since repeat buying patters of consumers as well as customer satisfaction are the indicators of a healthy brand and thus programs to enhance this will build brand strength. 1.8 The Core Values Centre of Gravity At the centre of the Brand Hexagon are placed the core values which enable to position a branded product and a branded company because Urde (1999) states that it is via positioning that the company expresses and interprets the core values. Positioning of the brand however but take place in relation to its competitors and always assert on attributes and benefits that complement the brand. This is usually achieved as Urde (1999) explains through using of metaphors that explicitly communicate the core values. As cited by Urde (1999), Phannacia Upjohn used the linguistic picture of Nicorette a helping hand to communicate its products for quitting smoking. Hence in principle, positioning ensures three dimensions of quality, personality and communication of the brand. 1.8.1 Quality: Quality as stated by Urde (1999) relates mainly to the product or service offered and as cited by Phillips et. al (1983), Porter (1980) cites that using quality as a differentiator helps insulate a business from competitive rivalry by reducing customer sensitivity to price, increasing customer loyalty and thus protect the business and brand. Personality: The personality of a brand are simply the human traits that consumers associate with the brand. As stated by Aaker (1997), research has been done to focus on how consumers express his or her own self, an ideal self or specific dimensions of ones self through the use of a brand. These personality traits thus are able to provide the brand with an emotional side and enables to position it in relation to other brands for the customer (Urde, 1999). Thereby Biel (1993) goes on to say that personality can be used as a central driver for consumer preference and usage. Communication: Communication is the basic human activity that helps link people and businesses together to create relationships. As stated by Duncan and Moriarty (1998), communication is at the centre of meaning-making activities which corresponds not only to marketing but also in political, social and economic areas to serve as a way to develop, organise and disseminate knowledge. Mohr and Nevin (1990) state it should be like the glue that holds the brands communication together in order to transmit information, receive feedback from the customer, and thereby help participative decision making. Thus through communication, businesses are able to chose the media channels through which they want to target their audience, use particular tones and styles in their marketing, and be able to reflect customers aspirations (cf. Kapferers (1997) reflections) (Cochran, 2002). Through this combination of quality of product or service, its brand personality and the right channels of communication, it makes it possible to position the brand clearly (Urde, 1999). There are certain values such as brand essence and brand soul that helps sum up a brand. As Aaker and Joachimsthaler (2000, p.45) states that brand essence helps become a part of brand identity as it is viewed as the glue holding the core identity of the brand together and as explained by Urde (2003), is to define and describe the innermost core of a brand. Randazzo (1993) also states that the brands soul is in its spiritual centre, the core values that defines the business and brand and permeates through all other aspects of the brand (Randazzo 1993, p.17). But as stated by Urde (2003), if core values are to fulfil their function and role they need to be built into the product, expressed in behaviour and reflects the feel of communication; thereby giving the end customer an added value which the consumer associates as an advantage to be able to differentiate a brand from a commodity. Hence McCracken (1993) states that: Brands have value, it turns out, because they add value and Urde (2003) justifies by saying that the added value maybe either functional, emotional or symbolic but they need to be closely related to the core and organisational values. Through this act of interpreting and reinterpreting the core values of the brand to the customer, helps affect the image and identity of the brand (Christiansen and Askegaard, 2001). Thereby brands and business need to be very careful while communicating the right message to their customers because the most important task of core values according to Urde (2003) is to be the guiding light of the brand building process. Thus from the Brand Hexagon we see that consumer awareness of the product needs to be established through brand associations which will help bring out conditions that help relationships exist between the target customers and the brand. But as Urde (1999) states, the main significance of the brand is reflected by the positioning of brand and reflecting the core values of the business and brand. However, he goes on to say that the loyalty of a customer towards a brand or the relationship shared is established only through brand identity and recall. Any business or brand needs to see itself as a brand-oriented company by being an associative network that communicates to the target audience (Urde, 1999). As stated by Fiske (1990, p.42) Decoding is as active as coding, therefore the brand and end consumers need to be the co-creators of this whole process. Hence communication should not take place as a one-way network but rather as an interaction with the target audience (Urde, 1999). 1.9 Communication: Communication is thus a very vital aspect of the whole concept of marketing and brands. Whether to communication is not the question anymore but asking what needs to be said, how it needs to be said, through what channels, where is your target audience located, how easy is it to access your target audience and how often can this be done financially and logically are the more pertinent questions. Over the years, there has been an increase in products available locally and globally, the competitors have increased and the overall prices of products have reduced considerably. These factors have affected the ways brands communicate to the customer in order to gain higher market share as well as undivided attention (Kotler and Keller, 2006). This has however been overcome to a large extent due to the efforts of holistic marketers  [2]  who are creatively employing multiple different types of communication. 1.9.1 Traditional vs New media: According to Lutze, companies spend millions every year on marketing their companies as brands in order to gain more market share and reach more prospects. But how often are these same companies realising the brand that is already created by their loyal, current customers? (Lutze, Reinvent Relationships With your Customers Online). As stated by Duncan and Moriarty (1998), this increasing importance of communication in marketing is easily demonstrated by the ability to use new marketing approaches as compared to traditional media (television, radio, and print media). Also marketing through traditional media could not be directly tracked unless large organisations paid huge amounts of money to market research companies to learn what their end customer feels about their product but with the introduction of the internet and social networking media platforms, all this has been changed drastically (Lutze H., Reinvent Relationships With Your Customers Online). The new approach emphasises tw o-way communication between brands and businesses and their target audience which has enabled listening to customers and interactivity with the end users. This kind of engaged marketing involving both sides of the chain can build or destroy important brand relationships and brand loyalty. 1.9.2 The Internet: With the evolution of the internet, this has sparked a whole new digital revolution in the way communication exists and the way we use communication among each other. It has impacted lives of people as well as business to a large extent and according to Harris and Rae (2010), everything around us seems

Excerpt from Ventilate :: Ventilate Short Stories Essays

Excerpt from Ventilate Virge, waited impatiently, choking on the thick haze of smoke that was created by illegal tobacco cigarettes. Virge hated the stale smell of cigarettes; he remembered the fit that his mother threw when they banned them. "What did they call them?" he wondered out loud. "Cancer Sticks?" But there was no cameras here, very few people even knew about this place, only people like Virge. He remembered pretending he was a spy when he was younger. He and his parents would go out to dinner and he would insist that they had sit near a wall with a view of the door. Virge did this now, but he had a lot more reason too. The bar had low ceilings painted black. Black pyramids of acoustical deadening material occupied the space in-between the concrete I-beams that supported the floor above. Track lighting with tiny halogen fixtures speckled the ceiling, one per table, giving ample light over the tables but keeping the room dark. This reminded Virge of pictures he had seen of stars in the sky. But they were only pictures; he had never been able to see the stars through the thick haze of pollution that held steady vigil above the city. Old music played in the bar, Pearl Jam, Virge recalled. A band his father, used to play in the car during trips. Sometimes the bar keep Doug, a fat old guy, would announce he was going to educate his patrons with some high culture. This would be followed by some classical music he called the blues. Virge always thought Doug was a fuckchop and he never quite understood that music. Virge was waiting for his agent, Pip. Pip was his connection to the cash paying clients, and he was useful in that respect. Virge didn't trust Pip, he didn't trust anyone for that matter, but he found that blackmailing Pip bought him a lot of loyalty and a level of trust for Pip that he didn't have with anyone else. Finally, Pip slithered into the chair opposite of Virge. "Where the hell have you been!" Pip looked around anxiously; sweat glistened on his forehead. "We got trouble Virge. That stuff you hacked last night has pissed of some really big people." Pip took a deep breath and reached under his coat and pulled out a ziploc bag of hand-rolled cigarettes. "No one would touch it. Excerpt from Ventilate :: Ventilate Short Stories Essays Excerpt from Ventilate Virge, waited impatiently, choking on the thick haze of smoke that was created by illegal tobacco cigarettes. Virge hated the stale smell of cigarettes; he remembered the fit that his mother threw when they banned them. "What did they call them?" he wondered out loud. "Cancer Sticks?" But there was no cameras here, very few people even knew about this place, only people like Virge. He remembered pretending he was a spy when he was younger. He and his parents would go out to dinner and he would insist that they had sit near a wall with a view of the door. Virge did this now, but he had a lot more reason too. The bar had low ceilings painted black. Black pyramids of acoustical deadening material occupied the space in-between the concrete I-beams that supported the floor above. Track lighting with tiny halogen fixtures speckled the ceiling, one per table, giving ample light over the tables but keeping the room dark. This reminded Virge of pictures he had seen of stars in the sky. But they were only pictures; he had never been able to see the stars through the thick haze of pollution that held steady vigil above the city. Old music played in the bar, Pearl Jam, Virge recalled. A band his father, used to play in the car during trips. Sometimes the bar keep Doug, a fat old guy, would announce he was going to educate his patrons with some high culture. This would be followed by some classical music he called the blues. Virge always thought Doug was a fuckchop and he never quite understood that music. Virge was waiting for his agent, Pip. Pip was his connection to the cash paying clients, and he was useful in that respect. Virge didn't trust Pip, he didn't trust anyone for that matter, but he found that blackmailing Pip bought him a lot of loyalty and a level of trust for Pip that he didn't have with anyone else. Finally, Pip slithered into the chair opposite of Virge. "Where the hell have you been!" Pip looked around anxiously; sweat glistened on his forehead. "We got trouble Virge. That stuff you hacked last night has pissed of some really big people." Pip took a deep breath and reached under his coat and pulled out a ziploc bag of hand-rolled cigarettes. "No one would touch it.

Assessment of The World is Flat and A Whole New Mind Essay -- Friedman

Assessment of The World is Flat and A Whole New Mind The widespread adoption of new technologies serves as the driver behind societal alteration. With few exceptions, changes in the framework of society from politics to the individual have been wrought by economic changes; that is, the onward march of societal progression can be traced to changes in the market. Thomas L. Friedman in The World is Flat argues that the recent â€Å"shrinking† of the world in terms of communications has weakened the traditional stronghold America has held over white-collar professions. A similar point (to a degree) is argued by Daniel H. Pink in A Whole New Mind, specifically that the weakening discussed by Friedman will give rise to a demand for a more creative, synergetic, whole-picture type of thought to which Americans are well capable of fulfilling. Ultimately, both works call for a shift of focus to a different set of skills and talent that Americans will need to not only survive, but thrive in the newly forming globalized or flat world. Ultimately, The World is Flat describes the effects technology, specifically the newabundance of cheap global telecommunications and the rapidly expanding and diversifying ways individuals and companies can take advantage of this cheap commodity, will have on the world as it moves into the 21stcentury. This newly created ability to effectively communicate globally in a cheap and high quality manner, Friedman argues, arose from the ashes of the dot-com bubble, and it has monumental effects for China, India, and other developing nations, to the potential detriment of Europe, Japan, and the United States. Since the United States et al can no longer compete with India and China or the ever more sophisticated sof... ...ld to a wide-range of differing groups of unique individuals; in a sense, I can grasp the bigger picture of these three skills. That being said, in order to take advantage of the flat-world platform, I will have to expand my knowledge of technology to make use of the ten flatteners. Flat or Conceptual, either way, our new globalized world spells change for the white-collared worker of the millennium. Our interconnectivity and the availability of cheap labor provide a medium to which new skills must be learned and improved upon if success is to be found. Works Cited Friedman, Thomas L. The World is Flat. New York, New York. Farrar, Straus, Giroux. 2006. National Telecommunications and Information Administration. Falling Through the Net: Defining the Digital Divide. 2005. Pink, Daniel H. A Whole New Mind. New York, New York. Penguin Group USA. 2005.

Social Phenomenon Essay -- essays research papers fc

Social phenomena The occurrences of modern Black social phenomena’s reflect Black people’s history in America; they are byproducts of a social system that has neglected their equality, liberty, justice, and needs. Most Black social phenomena are ironically misunderstood by the very system that help creates them. Along with being misunderstood, Black social phenomena’s are also blamed for many of society’s ills. The present welfare system was not created by black people but they receive the blame for its inefficiency. A vicious cycle has been created. Black social phenomena’s occur with little control by black people, but the negative effects and consequences are blamed on Black people. The Social phenomenon of Black Rage as depicted in Nathan McCall’s Makes Me Wanna Holler Has numerous causes and repercussions. The opening scene of the book is a description of a random white boy being beat senseless by Nathan and his friends. Nathan recalls the incident: â€Å"I gritted my teeth as I remembered some recent racial slight: This is for all the times you followed me around in stores... and this is for the times you treated me like a nigger.. and this is for G.P- General Principle - just’ cause you white." The oppressive way of white society was the cause of this senseless beating. The white boy came to represent white society. Much like the beating of Reginal Denny, black people’s frustration found an outlet. One effect of the Black Rage depicted in McCall’s book was a sense of satisfaction. â€Å"Fucking up white boys like that made us feel good inside†(McCall 4). The oppressed beating the oppressor was a liberating experience it made them feel powerful and free. Black Rage also helped fuel the stereotype that Black men were of a violent nature and libel to snap at any time. Retaliation and reaction by the system that helped create Black Rage was common. The Black Panther’s Party, one of the most significant symbols of Black Rage was undermined by the Federal government. The social phenomena of the Black Communities are quite different from other ethnic communities. Black communities are different because black people had little or no control over their location. In most cases black communities were a result of economics; black people created comm... ...y rather than call the police when a fight or some other disturbance occurred would deal with the situation themselves. Both Native Son and Makes Me Wanna Holler contain strong black males who are struggling to find their place in a society dominated by white people. Their hate, discontent, and frustration are byproducts of a society that neglects their equality, liberty, justice and needs. I am not saying that the violent acts committed by Bigger and Nathan is justified, by the way black people are treated in this country. Society must stop pointing the figure at black people or whoever the scapegoat at the time is and takes responsibility for what it has created. Instead of crisis control we should invest in preventive programs and policies. Bibliography McCall, Nathan. Makes Me Wanna Holler: A Young Black Man in America. Random House: New York 1994. Wright, Richard. Native Son. Harper and Brothers: New York 1940 Leo, John. â€Å"The color of Law. â€Å"U. S News & world Report†, Oct 16.1995, pg.24. Langan, Patrick A. â€Å"No Racism in the justice system. â€Å"The Public Interest†, Fall 1994, pg.48.

Evidence Based Practice In Nursing

INTRODUCTIONResearch studies are conducting all over the world, throughout the year . Research is conducted to improve the existing practices. If the study findings are implemented to practice only , the study is effective. Evidences getting from the study which are utilized into practice makes the profession more fruitful, bright and effective. Most nurse researchers want their findings to contribute to nursing practice and there is growing interest among nurses in basing their practice on solid research evidence RESEARCH UTILIZATION IN NURSING The terms research utilization and evidence based practice are used synonymously.Although there is overlap between these two concepts they are in fact distinct. Research Utilization is: â€Å"A process of using findings from conducting research to guide practice† (Titler, Mentes, Rake, Abbott, and Baumler, 1999). â€Å"The process by which scientifically produced knowledge is transferred to practice† (Brown, 1999) DIFFERENCES: N urses should not confuse EBP [Evidence Based Practice] with research utilization. While research utilization overlaps with some of the same philosophic threadworks of EBP, EBP goes beyond just the rigorous scientific research steps.Research Utilization refers to the review and critique of scientific research, and then the application of the findings to clinical practice. Evidence-Based Practice (EBP) represents a broader concept. When clinicians use the EBP approach, they go beyond the expertise of clinicians and researchers, and consider the patient's preferences and values to guide patient care. THE RESEARCH UTILIZATION CONTINUM The start point of research utilization is the emergence of new knowledge and new ideas. Research is conducted and over time knowledge on new topic accumulates.In turn knowledge works its way to use to varying degrees and different rates. Theorists who have studied the phenomenon of knowledge development and diffusion of ideas typically recognize a continu um in terms of the specificity of the use to which research findings are put At one end of the continuum are discrete , clearly identifiable attempts to base specific actions on research findings. . This type of utilization has been referred to as instrumental utilization. Research findings can be used in a more diffuse manner. In a way that promote cumulative awareness, understanding or enlightment.Caplan and Rich [1975] refer to this as the end of the utilization continuum as conceptual utilization. Conceptual utilization then refers to situations in which users are influvanced in their thinking about an issue based on their knowledge of studies but do not put this knowledge to any specific , documentable use. The middle ground of this continuum involves the partial impact of research findings on nursing activities. This middle ground is the result of a slow evolutionary process that does not reflect a conscious decision to use an innovative procedure but rather reflects what Weis s termed knowledge creep and decision accretion.‘ knowledge creep’ refers to an evolving percolation of research ideas and findings. ‘Decision accretion’ refers to the manner in which momentum for a decision builds over time based on accumulated information gained through informal discussions , readings , meetings and so on. Increasingly now a days nurses are making conscious decisions to use research in their clinical practice and the EBP movement has contributed to this change. Estrabooks [1999] studied research utilization and found evidence to support three distinct types of research utilization.Indirect research utilization: involving changes in nurses’ thinking and therefore analogous to conceptual utilization. Direct research utilization: involving the direct use of findings in giving patient care and therefore analogous to instrumental utilization. Persuasive utilization: involving the utilization of of findings to persuade [typically those i n decision making positions] to make changes in policies or practices relevant to nursing care.These varying ways of thinking about research utilization clearly suggest that both quantitative and qualitative research can play key roles in guiding and improving nursing practice The research utilization process; Rogers’ diffusion of innovation theory Rogers’ theory is one of the most accepted theories that has developed models of how knowledge gets disseminated and used. It has influvanced several research utilization projects in the nursing community. Rogers postulate that knowledge diffusion is an evolutionary process by which an innovation is communicated over time to members of a social system.The key elements in this process, all of which influence the rate and extent of innovation, adoption include the following, 1. The innovation is a new idea, practice or procedure that if adopted will result in changes the nature of innovation strongly affects the decision about adoption. 2. Communication channels are the media through which information about the innovation is transmitted and can include both mass media or individual face to face communication. Communication is most effective when there are shared believes , values and expectations on the part of the sender and receiver of information.3.  Time is component of theory in that the process of knowledge diffusion occurs over time. There are varying amounts of time that elapse between the creation of knowledge and its dissemination and between knowledge awareness and the decision to use or reject the innovation 4. The social system is the set of interrelated units that solve the problems and seek to accomplish a common goal. Diffusion occurs within the social system that vary in their norms and receptivity to innovations Rogers Characterized the innovation adoption process as having five stages knowledge, persuasion, decision, implementation and confirmation.During the knowledge stage individu als or groups become aware of the innovation and during the persuasion stage they form appositive attitude towards it. In the decision stage , a choice is made about whether to adopt or reject the innovation. The innovation is actually put into use during the implementation stage. Finally the effectiveness of the innovation is evaluated during the confirmation stage, and decisions get made about continuation or discontinuation of the innovation. Recent research on utilization has challenged the linear nature of the process Evidence-based practice.During the 1980s, the term â€Å"evidence-based medicine† emerged to describe the approach that uses scientific evidence to determine the best practice. Later, the term shifted to become â€Å"evidence-based practice† as clinicians other than physicians recognized the importance of scientific evidence in clinical decision-making. Various definitions of evidence-based practice (EBP) have emerged in the literature, but the most commonly used definition is, â€Å"the conscientious, explicit, and judicious use of the current best evidence in making decisions about the care of individual patients† (Sackett, Rosenberg, Gray, Hayes, & Richardson, 1996).Subsequently, experts began to talk about evidence-based healthcare as a process by which research evidence is used in making decisions about a specific population or group of patients. Evidence-based practice and evidence-based healthcare assume that evidence is used in the context of a particular patient’s preferences and desires, the clinical situation, and the expertise of the clinician. They also expect that healthcare professionals can read, critique, and synthesize research findings and interpret existing evidence-based clinical practice guidelines.Definitions of research utilization, quality improvement, and nursing research Evidence-based practice is not research utilization, quality improvement, or nursing research, although it may be rela ted to each of these processes. For example, quality improvement projects may be evidence-based, and the findings may contribute to other EBP or research initiatives. Also, an evidence-based practice project can lead to a research study or quality improvement initiative. What is research utilization? For decades, nurses have used available research to guide nursing practice and their efforts to improve patient outcomes.This process involved critical analysis and evaluation of research findings and then determining how they fit into clinical practice. Incorporating pertinent research findings into clinical practice (and evaluating the changes’ effectiveness), helps close the gap between research and practice. More recently, research utilization efforts in nursing have been replaced by evidence-based practice, What is quality or performance improvement? Quality, clinical, or performance improvement focuses on systems, processes, and functional, clinical, satisfaction, and cost outcomes.Typically, quality improvement efforts are not designed to develop nursing practice standards or nursing science, but they may contribute to understanding best practices or the processes of care in which nurses are actively involved. A commonly accepted view is that quality improvement activities in healthcare are not intended to generate scientific knowledge but rather to serve as management tools to improve the processes and outcomes within a specific healthcare organization or setting.More recently, experts have focused on improving care by examining and working within clinical Microsystems or the specific places where patients, families, and care teams meet (Nelson, et al. , 2002). To improve and maintain quality, safety, and efficiency, clinical teams must blend analysis, change, and measurement into their efforts to redesign care within these clinical Microsystems. Quality improvement initiatives generally address clinical problems or issues, examine clinical processe s, and use specific indicators to help evaluate clinical performance.Data are collected and analyzed to help understand both the process and the related outcomes. The findings help contribute to efforts to achieve and maintain continuous improvement through ongoing monitoring and improvement activities. Quality improvement projects vs. research projects Many have asked whether quality improvement projects are the same as research projects—they are not. In clinical practice, these efforts may seem similar in that, for example, both may seek answers to clinical problems and use similar data collection and analysis methods.However, factors that may differ include participant or subject recruitment, the study’s methods, and how the results are used. For example, in most quality improvement activities, the participants generally are the patients within a specific clinical micro system. In research efforts, the investigator recruits human subjects using approaches that will ensure a representative sample of the population. In many improvement activities, the intervention may change as it is evaluated, whereas in a research study the treatment or intervention remains the same.Furthermore, in most quality improvement initiatives, the healthcare team is trying to solve a problem in a particular setting instead of trying to generalize the results of the study to other settings and populations. Although it might be helpful to learn about the activities and experience of other improvement teams, their findings may not apply to or be appropriate in other settings or patient populations. The intent of research, however, is to develop new knowledge that can be generalized to other similar populations and clinical settings.Despite the differences between research and quality improvement projects, however, one must consider the protection of human subjects in both. To ensure that you adequately protect the rights of patients or subjects, always ask an Institution al Review Board (IRB) to review the research proposal or quality improvement project before implementing the study and beginning data collection. Also note that, whether the effort is research or quality improvement, one goal may be to disseminate the results of the project in a published paper or oral report.For any dissemination project, address adequate human subject protection and adherence with the Health Information Portability and Accountability Act of 1996 (HIPAA) guidelines before beginning the improvement project or research study. Individuals involved in either quality improvement or research projects should seek advice from their organization’s IRB, privacy officer, and risk management department to ensure that data are managed in a manner consistent with any pertinent federal or state regulations and organizational policies and procedures..Multidisciplinary effort Within clinical settings, many such opportunities exist for both nursing and multidisciplinary impro vement efforts. Improvement activities for nursing can be as simple as reducing time in giving verbal report or improving compliance with documentation requirements. Multidisciplinary collaborative efforts may address complex health issues, such as the care of acute myocardial infarction patients or individuals with community-acquired pneumonia.These initiatives are becoming more important in acute care hospitals as the national focus on public reporting increases. Such efforts help consumers compare the quality of care that various hospitals provide. The Centers for Medicare & Medicaid Services (CMS); various organizations that represent hospitals, doctors, and employers; accrediting organizations; other federal agencies; and the public have combined efforts to develop Hospital Compare and, thus, have made key clinical outcome measures available to the public.In this way, the public can monitor performance indicators to related common medical conditions and certain evidence-based i nterventions that are consistent with achieving the best patient outcomes. Collaboration within multidisciplinary teams creates opportunities to address clinical problems and issues using various perspectives and expertise. Nurses play key roles in such efforts and often benefit from the synergy that can be realized by working with others interested in or concerned about the problem.The group can work together while measuring their progress against pre-determined objectives What is nursing research? Nursing research involves systematic inquiry specifically designed to develop, refine, and extend nursing knowledge. As part of a clinical and professional discipline, nurses have a unique body of knowledge that addresses nursing practice, administration, and education. Nurse researchers examine problems of specific concern to nurses and the patients, families, and communities they serve. Nursing research methods may be quantitative, qualitative, or mixed (i.e. , triangulated):†¢ In quantitative studies, researchers use objective, quantifiable data (such as blood pressure or pulse rate) or use a survey instrument to measure knowledge, attitudes, beliefs, or experiences †¢ Qualitative researchers use methods such as interviews or narrative analyses to help understand a particular phenomenon †¢ Triangulated approaches use both quantitative and qualitative methods Regardless of the method they use, researchers must adhere to certain approaches to ensure both the quality and the accuracy of the data and related analyses.The intent of each approach is to answer questions and develop knowledge using the scientific method. Examples of nursing research projects Examples of nursing research projects include the following: †¢ Randomized clinical trial examining best practice for orthopedic-pin site care †¢ Efficacy of examination gloves for simple dressing changes †¢ Reliability of methods used to determine nasogastric tube placement †¢ The effects of relaxation and guided imagery on preoperative anxiety †¢ Quality of life in patients with chronic pain†¢ The relationship of a preoperative teaching program for joint replacement surgery and patient outcomes The scientific method involves collecting observable, measurable, and verifiable data in a prescribed manner so as to describe, explain, or predict outcomes. For example, one might collect data to describe the effects of massage on blood pressure, explain decreased needs for sedation, or predict lower levels of anxiety. Research methods demand that the collected data remain objective and not be influenced by the researcher’s hypotheses, beliefs, or values.In the massage example, the researcher could easily bias the results by administering the massages or collecting the data. Using certain approaches to subject recruitment, performing faulty data collection, and not controlling for other confounding variables also can bias research findings. Therefor e, when developing a study proposal, the researcher must develop a plan that minimizes these risks and supports the development of reliable information and results. EVIDENCE BASED PRACTICE EBP begins with search for information about how best to solve the specific problems.Findings from rigorous research are considered the best possible source of information but EBP also draws on other sources. A basic feature of EBP is that it deemphasizes decision making based on custom, opinion of the authority, or ritual. Rather the emphasis is on identifying the best available research evidence and integrating it with clinical expertise, patient input and existing resources. EBP movement has both supporters and critics. Supporters say that EBP offers a solution to sustaining high health care quality or in our cost constrained environment.Their position is that a rational approach is needed for providing best possible care to most people, with most cost effective use of resources. Critics worry that the advantages of EBP are exaggerated and that individual clinical judgments and patient inputs are being devalued. TYPE OF EVIDENCE AND EVIDENCE HIERARCHIES Positions about what constitutes useful evidence have loosened, but there have been efforts to develop evidence hierarchies that rank studies according to the strength of evidence they provide.The most accepted hierarchy is given below 1. Meta analysis of controlled studies 2. Individual experimental studies 3. Quasi experimental studies [eg; time series, non equalant control group] or matched case control studies 4. Non experimental studies [eg; co relational studies , descriptive and qualitative studies] 5. Programme evaluations, research utilization studies, quality improvement projects, case reports 6. Opinions of respected authorities and expert committeesThe nine alternative sources include Bench marking data, Cost effectiveness analysis, Pathophysiologic data, Retrospective or concurrent chart review, Quality improv ement and risk data, international, national , and local standards, institutional data collected for infection control purposes, patient preferences and clinical expertise EBP implications for nurses Nurses serve instrumental roles in ensuring and providing evidence-based practice. They must continually ask the questions, â€Å"What is the evidence for this intervention? † or â€Å"How do we provide best practice?† and â€Å"Are these the highest achievable outcomes for the patient, family, and nurse? †Nurses are also well positioned to work with other members of the healthcare team to identify clinical problems and use existing evidence to improve practice. Numerous opportunities exist for nurses to question current nursing practices and use evidence to make care more effective. Nurses throughout the country also have been involved in multidisciplinary efforts to reduce the number and severity of falls and pressure ulcers/injuries. Such projects can help save m oney and improve care processes and outcomes.By implementing existing evidence-based guidelines related to falls and pressure ulcers/injuries, care has improved, and the number and severity of negative outcomes have decreased. Importance of evidence-based practice Evidence-based practice helps nurses provide high-quality patient care based on research and knowledge rather than because â€Å"this is the way we have always done it,† or based on traditions, myths, hunches, advice of colleagues, or outdated textbooks. Why is EBP important to nursing practice? †¢ It results in better patient outcomes †¢ It contributes to the science of nursing †¢ It keeps practice current and relevant†¢ It increases confidence in decision-making †¢ Policies and procedures are current and include the latest research †¢ Integration of EBP into nursing practice is essential for high-quality patient care often, nurses feel that they are using â€Å"evidence† to gui de practice, but their sources of evidence are not research-based In a study conducted by Thompson, et al. , (2003), nurses reported that the most helpful knowledge source was experience or advice from colleagues or patients. Of concern were reports that up-to-date electronic resources that included evidence-based materials were not useful to nurses in clinical practice.This barrier contributes to significant gaps in clinicians applying research findings to practice and dissemination of innovations. The failure to use evidence results in care that is of lower quality, less effective, and more expensive (Berwick, 2003). Evidence-based practice can be easier for nurses to use if they refer to already-developed evidence based or clinical practice guidelines. Numerous expert groups have already undertaken systematic efforts to develop guidelines to help both healthcare providers and patients make informed decisions about care interventions.Guideline developers use a systematic approach to critique the existing research, rate the strength of the evidence, and establish practice guidelines. The overall goal of these types of efforts focuses on guiding practice and minimizing the variability in care MODELS FOR EVIDENCE BASED NURSING PRACTICE During the 1980,s and 1990’s a number of different models of research utilization were developed. These models offered guidelines for designing and implementing a utilization project in a practice setting. The most prominent of these models were the Stetler model and The Iowa model.These two models were updated to incorporate the EBP process rather than research utilistion alone. THE STETLER MODEL The Stetler model of research utilization was designed with the assumption that research utilization could be undertaken not only by organizations , but by individual clinicians and managers. It was a model designed to promote and facilitate critical thinking about the application of research findings in practice. The updated and refined model is based on many of the same assumptions and strategies as the original but provides an enhanced approach to the overall application of research in the service setting.The current model involves five sequential phases 1. Preparation ;- in this phase the nurse defines the underlying process, purpose and outcome of the project ; search, sort, and select sources of research evidence; consider the external factors that can influence potential application and internal factors that can diminish the objectivity and affirm the priority of the perceived problem. 2. Validation ;- This phase involves a utilization focused critique of each source of evidence focusing in particular on whether it is sufficiently sound for potential application in practice.The process stops at this point if the evidence sources are rejected. 3. Comprehensive evaluation and decision making ;- this phase involves the synthesis of findings and the application of four criteria that , taken together are used to determine the desirability and feasibility of applying findings from validated sources to nursing practice. These criteria include Fit for setting:- Similarity of characteristics of samples to your client population. Similarity of study’s environment to the one which you work FeasibilityPotential risk for implementation to patients, staff and organization Readiness for change among those who would be involved in a change in practice Resources requirements and availability Current practice Congruency of the study with theoretical basis for current practice behaviour Substantiating evidence Availability of confirming evidences from other studies Availability of confirming evidences from Meta analysis or integrative review The end result of comprehensive evaluation is to make a decision about using the study findings. If the decision is a rejection, no further steps are necessary4.  Translation/ Application;- this phase involves activities to Confirm how the findings w ill be used formally or informally Spell out the operational details of application and implement them. It involves the development of a guideline, detailed procedure, or plan of action, possibly including plans for formal organizational charge. 5. Evaluation:- in this final phase the application is evaluated. Informal use of the innovation versus formal use would lead to different evaluative strategies.Although the Stetler Model originally was designed as a tool for individual practitioners, it has also been the basis for  formal research utilization and EBP projects by group nurses. THE IOWA MODEL Efforts to use research evidence to improve nursing practice are often addressed by groups of nurses interested in the same practice issue. Formal EBP projects typically have followed systematic procedures using one of several models that have been followed systematic procedures using one of the several models that have been developed, such as The Iowa Model of the research in practice . The model was renamed as Iowa Model of Evidence Based Practice to Promote Quality Care.The current version of the Iowa Model acknowledges that a formal EBP project begins with a trigger- an impetus to explore possible changes to practice. The start point can be either a knowledge focused trigger that that emerges from awareness of innovative research findings and thus follows a more traditional research utilization path, or a problem focused trigger that has its roots in a clinical or organizational problem and thus follows a path that more closely resembles ad EBP path. The model outlines a series of activities with three critical decision points. 1.Deciding whether the problem is a sufficient priority for the organization exploring the possible changes; if yes a team is formed to proceed with the project ; if no a new trigger will be sought. 2. Deciding whether there is a sufficient research base ; if yes , the innovation is piloted in the practice setting; if no , the team woul d either search for other sources of evidence or conduct its own research. 3. Deciding whether the change is appropriate for adoption in practice ; if yes a change would be instituted and monitored; if no the team would continue to evaluate quality of care and search for new knowledge.The 5 steps of EBN 1. SELECT A TOPIC OR PROBLEM The first step is to select a topic. Ideas come from different sources but are categorized in two areas: Problem-focused triggers and Knowledge focused triggers. When selecting a topic, nurses should formulate questions that are likely to gain support from people within the organization. An interdisciplinary medical team should work together to come up with an agreement about the topic selection. The priority of the topic should be considered as well as the severity of the problem.Nurses should consider whether the topic would apply to many or few clinical areas. Also, the availability of solid evidence should be considered because providing proof of the research will increase staffs' willingness to implement into nursing practice. Problem & Knowledge Focused Triggers Problem focused triggers are identified by health care staff through quality improvement, risk surveillance, benchmarking data, financial data, or recurrent clinical problems. Problem focused triggers could be clinical problems, or risk management issues.Knowledge focused triggers are created when health care staff read research, listen to research conferences or encounter EBP guidelines published by federal agencies or organizations. Knowledge based triggers could be new research findings that further enhance nursing, or new practice guidelines. It is important that individuals work closely together to reach the optimum outcome for the chosen topic. Some things that would ensure collaboration are working in groups to review performance improvement data, brainstorming about ideas, and achieving consensus about the final selection.With both types of triggers, it is impo rtant to ensure that there is a general consensus about the importance of the problem and the need for improving practice. The method of selecting a topic does not appear to have any bearing on the success of an EBP project. What is important however is that the nursing staff who will implement an innovation are involved in topic selection and that key stake holders are â€Å"on board. † 2 . FORM A TEAM TO ASSEMBLE AND EVALUATE EVIDENCE Some might become overwhelmed when they first learn about EBP and apply it for reasons other than improvement of patient care.Forming a team increases the chance of EBP being adopted. A team becomes paramount in implementation, and evaluation of the EBP. It is important to have representatives of the team from authority members of the organization and also grassroots members. It is also important to consider interdisciplinary involvement to decrease rejection, and for all to have an understanding of the project. All these individuals have a gr eat impact on the possibility of successful implementation.Other factors to put into consideration include power figures in the organization that may directly or indirectly sabotage the efforts if they are not consulted, and fully included in EBP implementation. The EBP team should have explanations that clearly define the types of patients, setting, outcomes, interventions and exposures. This should be in simplified language that is comprehensible to a lay person. The role of the practitioners is remarkable in any meaningful gains, they are therefore inevitable and their role becomes pivotal.The approach they adopt and their ability to educate the co-workers, answer their questions, and clarify any misconceptions greatly improves the outcomes. In doing a literature reviews background for a new study, a central goal is to discover where the gaps are and how best to advance knowledge. For EBP projects which typically have as end products, prescriptive practice protocols or guidelines , literature reviews are typically much more formalized. The emphasis is on amassing comprehensive information on the topic, weighing pieces of evidence and integrating information to draw conclusions about the state of knowledge.Commentators have noted that integrative reviews have become the cornerstone of EBP. If an integrative view already exists it is wise to make sure that it is as up-to-date as possible and that new findings published after the review are taken into account. Moreover, even a published integrative review needs to be critiqued and the validity of its conclusions assessed 3. ASSESSING THE IMPLEMENTATION POTENTIAL One of the most challenging issues in using EBP in the clinical setting is learning how to adequately frame a clinical question so that an appropriate literature review can be performed.When forming a clinical question the following should be included: the disorder or disease of the patient, the intervention or finding being reviewed, possibly a compari son intervention, and the outcome An acronym used to remember this is called the â€Å"PICO† model: P = who is the Patient Population? I = what is the potential Intervention or area of Interest? C = is there a Comparison intervention or Control group? O = what is the desired Outcome? Once the topic is selected, the research relevant to the topic must be reviewed, in addition to other relevant literature.It is important that clinical studies, (including meta-analyses, metasyntheses and meta-aggregation) and well-known and reliable existing EBP guidelines are accessed in the literature retrieval process. With the internet at one’s fingertips, a plethora of research is just a few clicks away. However, just because you found it in a respectable journal does not signify high quality research. When reviewing any article for evidence retrieval read it very closely. Articles can appear to be precise and factual on the surface but with further and much closer examination, flaws can be found.The article can be loaded with opinionated and/or biased statements that would clearly taint the findings, thus lowering the creditability and quality of the article. Use of rating systems to determine the quality of the research is crucial to the development of EBP. There are several rating systems available online. Time management is crucial to information retrieval. Nurses making their way through the vast amount of research available may find it helpful to read research articles or critical reviews instead of clinical journals.To maintain high standards for EBP implementation, education in research review is necessary to distinguish good research from poorly conducted research. Equally important is that the materials being reviewed, consider if they are current. To assess the implementation potential of an innovation in a particular setting several issues should be considered particularly the transferability of the innovation, the feasibility of implementing it, an d it’s cost benefit ratio Transferability :- The main issue with regard to transferability is that whether it makes good sense to implement an innovation in the new practice setting.If there is some aspect of the practice setting that is fundamentally incongruent with the innovation in terms of its philosophy, types of client served, personal, financial or administrative structure, then it might make little sense to try to adapt the innovation Feasibility :- Assessing the feasibility concerns address various practical concerns about the availability of staff resources, the organizational climate, the need for and availability of external resources and assistance and the potential for clinical evaluation.An important issue here is that whether the nurse will have control over the innovation. When the nurse do not have full control over the new procedure, it is important to recognize the interdependent nature of the project and to proceed as early as possible to establish the n ecessary co operative arrangements. Cost benefit ratio:- It is an important aspect of EBP project innovation. The cost benefit assessment should encompass likely cost and benefits to various groups including clients, staff and the overall organization.Clearly the most important factor is the client. A cost benefit assessment should consider the opposite side of the coin as well that is the cost and benefits of not instituting an innovation. Documentation of the implementation potential is an innovation is highly recommended. Committing ideas to writing is useful because it can resolve ambiguities, serve as a problem solving tool if there are barriers to implementation , and be used to persuade others of the value of the project. 4.APPLY THE EVIDENCE/IMPLEMENTING AND EVALUATING THE INNOVATION After determining the internal and external validity of the study, a decision is arrived at whether the information gathered does apply to your initial question. It’s important to address questions related to diagnosis, therapy, harm, and prognosis. The information gathered should be interpreted according to many criteria and should always be shared with other nurses and/or fellow researcher. Building on the Iowa model, this phase of project likely would involve the following activities Developing an evaluation planCollecting baseline data pertaining to those outcomes, to develop a counterfactual against which the outcomes of the innovation would be assessed. Developing a written EBP guideline based on the synthesis of evidence, preferably a guideline that is clear and user friendly, and that uses such devises as flow charts and decision trees. Training relevant staff in the use of the new guideline and if necessary marketing the innovation to users so that it is given in a fair test.Trying the guideline out on one or more unit or with a sample of clients Evaluating the pilot project in terms of both processes and outcomes. 5. DISSEMINATION OF THE RESULTS OF THE PRO JECT It is the final optional step but it is the one which is highly advisable. It is done so that the results of the project can be disseminated to other participating staff members. How to Critique a Research Article The critiquing process is the building block and foundation for the multiple steps that are to follow in the successful implementation of EBP.This is so because you must first ensure that the material and research that you are trying to convince others to accept is reliable and accurate. By taking the time to thoroughly critique a study you can point out both the strengths and weaknesses of the findings and weigh them accordingly. Successful completion of this vital step will help â€Å"weed out† the material lacking the needed proof of effectiveness, therefore minimizing useless, or even harmful, implementation of new practices in the healthcare field.Once the literature is located, it is helpful to classify the articles as either conceptual (theory and clinic al articles) or data-based (systematic research reviews). Before reading and critiquing the research, it is useful to read theoretical and clinical articles to have a broad view of the nature of the topic and related concepts, and to then review existing EBP guidelines Critiquing criteria are the standards, evaluation guides, or questions used to judge (critique) an article.In analyzing a research report, the reader must evaluate each step of the research process and ask questions about whether each step of the process meets the criteria. Remember when you are doing a critique, you are pointing out strengths, as well as the weaknesses. To critique an article you must have some knowledge on the subject matter. There is no replacement for reading the article many times. The reader must search the article for contradictions, illogical statements, and faulty reasoning.It is important to evaluate every section of the research article. Each section has different criteria to meet, in order to be considered a well-written addition to the article. What are the barriers to implementing evidence-based practice? The barriers that prevent nurses from using research in everyday practice have been cited in numerous studies, and some common findings have emerged Nurses often report the following: †¢ Lack of value for research in practice †¢ Difficulty in changing practice†¢ Lack of administrative support †¢ Lack of knowledgeable mentors †¢ Insufficient time to conduct research †¢ Lack of education about the research process †¢ Lack of awareness about research or evidence-based practice †¢ Research reports/articles not readily available †¢ Difficulty accessing research reports and articles †¢ No time on the job to read research †¢ Complexity of research reports†¢ Lack of knowledge about EBP and critique of articles †¢ Feeling overwhelmed by the processDespite these barriers, nurses are engaging in EBP and making a difference in patient outcomes. Furthermore, barriers can be overcome through organizational efforts focused on integrating research in practice and using strategies such as journal clubs, nursing grand rounds, and having research articles available for review The use of evidence based practice depends a great deal on the nursing student's proficiency at understanding and critiquing the research articles and the associated literature that will be presented to them in the clinical setting.According to, Blythe Royal, author of Promoting Research Utilization in nursing: The Role of the Individual, Organization, and Environment, a large amount of the preparation requirements of nursing students consists of creating care plans for patients, covering in depth processes of pathophysiology, and retaining the complex information of pharmacology. These are indeed very important for the future of patient care, but their knowledge must consist of more when they begin to practice.Evidence base d nursing in an attempt to facilitate the management of the growing literature and technology accessible to healthcare providers that can potentially improve patient care and their outcomes. Nancy Dickenson-Hazard states, â€Å"Nurses have the capacity to serve as caregivers and change agents in creating and implementing community and population-focused health systems. † There is also a need to overcome the barriers to encourage the use of research by new graduates in an attempt to ensure familiarity with the process.This will help nurses to feel more confident and be more willing to engage in evidence based nursing. A survey that was established by the Honour Society of Nursing and completed by registered nurses proved that 69% have only a low to moderate knowledge of EBP and half of those that responded did not feel sure of the steps in the process. Many responded, â€Å"Lack of time during their shift is the primary challenge to researching and applying EBP. † There is always and will always be a desire to improve the care of our patients.The ever increasing cost of healthcare and the need for more accuracy in the field proves a cycle in need of evidence based healthcare. The necessity to overcome the current issues is to gain knowledge from a variety of literature not just the basics. There is a definite need for nurses, and all practitioners, to have an open mind when dealing with the modern inventions of the future because these could potentially improve the health of patients. There are many barriers to promoting evidence based practice.The first of which would be the practitioner's ability to critically appraise research. This includes having a considerable amount of research evaluation skills, access to journals, and clinic/hospital support to spend time on EBN. Time, workload pressures, and competing priorities can impede research and development. The causes of these barriers include nurse's and other professional practitioners lack of knowledge of research methods, lack of support from professional colleagues and organizations, and lack of confidence and authority in the research arena.Another barrier is that the practice environment can be resistant to changing tried and true conventional methods of practice. This can be caused because of reluctance to believe results of research study over safe, traditional practices, cost of adopting new practices, or gaining momentum to rewrite existing protocols It is important to show nurses who may be resistant to changes in nursing practice the benefits that nurses, their patients, and their institutions can reap from the implementation of evidence-based nursing practice, which is to provide better nursing care.Values, resources and evidence are the three factors that influence decision-making with regard to health care. All registered nurses and health care professionals should be taught to read and critically interpret research and know where to find articles which rela te to their field of care. In addition, nurses need to be more aware of how to assess the information and determine its applicability to their practice. Another barrier to implementing EBN into practice is lack of continuing education programs.Practices do not have the means to provide workshops to teach new skills due to lack of funding, staff, and time; therefore, the research may be tossed dismissed. If this occurs, valuable treatments may never be utilized in patient care. Not only will the patients suffer but the staff will not have the opportunity to learn a new skill. Also, the practitioners may not be willing to implement change regardless of the benefits to patient care. Another barrier to introducing newly learned methods for improving treatments or patients' health is the fear of â€Å"stepping on one's toes†.New nurses might feel it is not their place to suggest or even tell a superior nurse that newer, more efficient methods and/or practices are available. The pe rceived threat to clinical freedom offered by evidence-based practice is neither logical nor surprising. Resistance to change and to authority is part of human nature. When we make decisions based upon good quality information we are inconsistent and biased. Human nature offers many challenges to evidence-based practice. Can we do a better job of promoting evidence-based practice?And even if we find and use the evidence, will we make consistent unbiased decisions? Even if clinicians do act consistently it is possible that their decisions are consistently biased. People put different values on gains and losses. CONCLUSION Nursing is truly an art and a science. EBP not only provides elements of each aspect, but also contributes to the profession’s overall development. As a result EBP improves everyday practice in by providing empirical data to guide the nursing interventions. Use of research in EBP provides opportunity for research utilisation by all in the field of profession.