Molly Spotted Elk Research Paper Example | Topics and Well Written Essays - 1000 words

Molly Spotted Elk - Research Paper Example It is therefore believed that Molly Spotted Elk’s life was â€Å"a trail of tears† or a life of sadness and pain. Childhood Molly Spotted Elk was always believed as a â€Å"remarkable person in any light†3 just like what a former director of the Penobscot Nation Museum thought of her. Moreover, the same director thought of her life as â€Å"one of the most amazing unknown lives of any modern American woman,†4 despite the fact that she must have lived a sad life made up of several challenges. The struggle of Molly Spotted Elk must have begun early in childhood. Molly was born on Indian Island, Maine on November 17, 1903 as Mary Alice. Her mother, Philomena Solis Nelson, was a Maliseet Indian and one of the most prominent basket makers of her day. On the other hand, her father, Horace Nelson, was then a future governor of the Penobscot Nation, and was the first member of that Indian nation to go to Dartmouth College. Moreover, Molly’s grandfather had once been a chief of the Maliseet tribe in Canada5. As a child, Molly was different from her seven younger brothers and sisters for she took a great interest in learning traditional dances when she was only 13 years old. She did this in order to financially support her family6. It could have therefore been that at this time, Molly must suffered greatly from having to work for her family at such a young age. Moreover, Molly’s suffering was also evident when she scrubbed floors at night in order to be able to study anthropology during the day. She did this after entering the University of Pennsylvania without having enough money to pay for her tuition7. Moreover, she struggled to make both ends meet for her and for her family as well because she even had to send money to her family from her scrubbing work aside from having to pay for her tuition fee. In fact, â€Å"[Molly] was hungry and she needed to [perform to survive]†8 just like all Penobscot people, who themselves had to work hard and struggle. This must have been difficult for Molly herself considering the fact that she was not only a working student but also that she was a Native American Indian. Career as a Dancer When Molly was a dancer for the vaudeville troupe of the famous rodeo named Tex, she was a dancing sensation everywhere she went. However, although she was, as her family remembered, â€Å"a happy and completely free spirit†9, Molly danced even â€Å"topless†10. This must have been exciting even for her but it does not change the fact that a woman who dances topless does not care much about her image and reputation. Molly must have therefore suffered much at this point in her life. Career as an Actress In 1928, Molly Spotted Elk’s friendship with a Hollywood producer made her star in â€Å"The Silent Enemy,† one of Paramount Pictures’ last silent movies. Molly played the role of Neewa, the daughter of the tribal chief. In the movie, she was amon g the Ojibwa Indians who struggled against hunger, which was the silent enemy of the Indian people before the coming of the white man. The problem was that Molly had to endure the harshness and cold of the Canadian weather in the process. To make matters worse, the movie was not a success at all11. Life in Europe After the failure of â€Å"The Silent Enemy,† Molly went to Europe briefly to dance in front of the Old World Royalty, which included

Enzymes Essay Example | Topics and Well Written Essays - 3000 words

Enzymes - Essay Example Then we will utilize acquired information to examine a given experiment. type of organic molecule that contained gene makeup in biological existence (pg. 50, Barrick, Scientific American). DNA seemed to be an evolved trend later down the centuries. DNA now possesses all information concerning the constructs of the human body, including the structure of enzymes. Enzymes In comparison to DNA, RNA differs in nucleic acid component such as To understand the process of creating enzyme RNA proliferation, we have to explore how they are produced and pinpoint theirpurpose in modern cells. The process commences when RNA polymerase, an enzyme, attaches to DNA strands and copies portions of it. RNA polymerase unwinds and opens the double stranded DNA and reads the nucleotides and matched them up with composite nucleotides that fit. After transcription is done, the messenger RNA (mRNA) is released and capped on each side of the strand to prevent the enzymes outside the nucleus from disintegrating it. These mRNA are photocopies of the DNA. Now when the strand reaches outside, it is quickly read by ribosomes. Ribosomes are composed of ribosomal RNA (rRNA) that essentially deals with the synthesis of proteins. The ribosomes read the nucleotides assembled in sets of three called codons. Each codon sequence has a specific amino acid it pairs up with. Each amino acid is distributed tRNA or transfer RNA. After each codon is translated, the appropriated amino acid are assembled in the order of the codons on the mRNA and fused to together through the process of dehydration synthesis. Then that protein will leave the ribosome while the mRNA disintegrates for its extended exposure to the catalytic enzymes outside the nucleus. The components of the disintegrated mRNA are recycled. That protein can be an enzyme fit for meta bolic activity. For a catalytic activity, the molecules at the beginning of the process are called substrates, and the enzyme breaks them down into different molecules, the products. Almost all processes in the cell need enzymes in order to occur at significant rates. Since enzymes are extremely selective for their substrates and speed up only a few reactions from among many possibilities, the set of enzymes made in a cell determines which metabolic pathways occur in that cell. Enzymes work by lowering the activation energy for a reaction, thus dramatically increasing the

Brand Extensions In An FMCG Sector

Brand Extensions In An FMCG Sector Brand Extensions are a vital element for a business and it has become a very common practice for the companies, especially in the FMCG sector to grow in its sales and profit targets. Although, how much ever advantages brand extension possesses, it can still be of major risks in terms of brand dilution and its equity (Loken John, 1993). Understanding the consumers better is what adds of significant value or if not could lead to major failures. Brand owners or managers need to have a very thorough and holistic approach in this without damaging their brand image and equity built over the years. The purpose of this article is to find how Indian customers evaluate brand extensions within an FMCG context; How significantly different are they in respect of evaluations of their competitors around the world? Most significantly how well does the present literature on the topic of brand evaluations of brand extensions fit within the context of Indian consumers? As launching a new product takes considerable amount of time and money, companies are adopting brand extension strategy in order for them to achieve growth. Major FMCG (Fast moving consumer goods) companies like Unilever and P G, the use of brand extension is quite common as they concentrate on big brand names in order to generate sales. The logic of brand extension is that the brands value to consumers reduces the cost of market launch by gaining readier acceptance than creation of a new brand (Barwise Robertson, 1992, pp.277). The key reason for choosing this topic is to know how Indian consumers evaluate brand extensions in an FMCG context. This is relevant seeing the significant economic growth the country is experiencing even when other nations are struggling to recover from the global economic downturn. Furthermore, Indias economic growth is projected to reach 10% in couple of years and expected to beat China in the next four years (The Hindu, Business Line.com). 1.2 Motivation for choice for this topic Customer based brand equity occurs when the customer is familiar with the brand and holds some favourable, strong and unique brand associations in memory (Keller, 1993, pp.02). If a company chooses a wrong category of extension, then it can lead to a negative image of the parent brand. Lack of communication for promoting a new product can devaluate the Brand Equity as the wrong criteria of category extensions can create the perception of diminishment in the value of the brand. This article explores to find out as to which brands are more likely to succeed as brand extensions into new categories within the Indian packaged consumer goods environment. This could be better understood by understanding if certain established Indian FMCG brands be extended into other FMCG categories that they do not currently compete more successfully than newer brands? How do Indian customers actually seek to evaluate brand extensions and does this differ from greater literature covered in this topic? Introduction Across the globe, many companies are stretching the brand across different product areas to gain confidence to customers. In the UK a very prominent example is the Virgin group. With one single brand Virgin, the founder and CEO of the group, Richard Branson and his team have introduced and promoted so many diverse kinds of products, starting from airlines to mobile phone to Virgin Active. Since the start of the Virgin group in 1970s, Virgin has at the moment over 200 companies under its belt (Virgin.com). The success behind all this rapid expansion of the company according to its CEO is simply by its brand extension strategy. This article focuses influences on the type of brand on customer perception of the proposed brand extension and how distant each particular brand can be extended. A large percentage of brand extensions like the Virgin Cola end up as major failures. This has a very high influence in harming the reputation of the brand as well. To summarise this article discusses both on a existing literature on the topic and to know how Indian customers evaluate brand extensions? 2.1 Strategic framework of Brand Extensions Due to an ever increasing competition, brand marketers seek to achieve growth while reducing the cost of both new product introduction and the risk of new product failure (Swaminathan et al., 2001). Usually well managed brand extensions, cannot only help in reinforcing brand meaning but can also help to build up brand equity. However, a concern for many managers is its failure in the same way as how new products fail in the market. With the global recession recovering at a very slow rate, all kinds of luxury goods have been going on sale at very low prices. Prada is an example where there has been a tremendous decrease in its appeal in recent years. Although its runaway couture is pretty well made, but it bags are just another way to make money out of its brand name. These bags are not being sold for nearly more than half the price of its selling value. Due to the brand equity held by major brands, many risk not to extend their brands into new categories, mainly due to the equity held by these brands. Like that of Prada, many companies seek to launch into new brand names often failing in the process. There are another group that leap in without even understanding what exactly the customer wants and leading to a very high risk if they can be successful in their approach or not. New product launch criteria will require a very careful thought as to which and how the branding strategy needs to be applied, with which a new brand could be launched successfully. Furthermore, in the market today, the centre of attention among brand managers is rapidly moving towards leveraging those brands in their existing portfolio of branded products. 2.2 Key Objective of Investigation This article investigates on how consumers view the stretchability of existing Indian FMCG brands across multiple product categories. Can established and emerging Indian FMCG brands be extended successfully into new product categories, not related to the core brand? 2.3 Dissertation Structure The basic structure of this dissertation is as outlined below in the diagram:- Introduction Literature Review Methodology Findings and Discussion Conclusions, Recommendations Further Research References Appendix 2.4 Limitations This article is limited to investigating whether there is coherence between the recommendations in the literature and the findings from the research on how the consumers evaluate brand extensions in the Indian FMCG environment. Literature Review 3.1 The Objective of the literature review The main objective will be to understand in greater depth the key drivers that impact upon brand extension acceptance or non-acceptance in a new product category, the dilution/improvement of the brand image due to new extension and the effect that congruent and incongruent brand extensions have on customers perceptions of the core brand (Thorbjà ¸rnsen, 2005). Furthermore, a critical evaluation of previous works, in order to find a thorough consistency of thought on this topic. In this way, the reader can get a theory base pertaining to my literature review. According to Hofstee (2006), a good literature review shows:- The author is aware of what is going on the field There is a theory base on what the author intends doing How the authors work fits in with what has been already done in the past The work has a significant value This work will lead to a new knowledge 3.2 An Introduction to Brand Extension Brand Extension is the use of established brand names to enter completely new product categories (Aaker Keller 1990). It is the most frequently used branding strategy in business reality (Và ¶lckner Sattler 2006). In contrast Kotler, 1991 states that a brand extension strategy is any effort to extend a successful brand name to launch new or modified products or lines. Brand extension strategy can help companies leverage on its existing brand equity both within and the original category of products. Although, the profitability of brand extensions is not guaranteed, due to the high failure rate of 80% FMCGs (Mahajan et al,.2000 and Và ¶lckner Sattler, 2006). Kim, 2003 states that there are two broadly classified extension strategies namely:- Line Extension: A new Product within a current product category; Category Extension: A new product in a different product category, currently served by the parent brand; Close Extension/ Remote Extension: Distance of extension from the parent brands is uniquely and strongly associated. Tauber, 1981 states:- Franchise Extensions: To explain the phenomenon of leveraging the existing brands into new categories. Although all the above discussed extensions are quite clear in theory, the limits are much less clear in practice. For Example: Diet Pepsi could be placed in a new, narrower category of diet drinks, colas or carbonated soft drinks etc. Tauber, 1988 lists the below 7 types of brand extensions, a company should adopt:- Same Product in different form: When the company changes the form of the product from the original parent product; Example: Snickers Ice-Cream Bar or Mars Chocolate Thick Shake. Distinctive taste/ ingredient/ component in the new item: When a brand owns a flavour, ingredient or a component that the company owns and making it part of an item in a new category; Example: Kraft extended distinctive taste of Philadelphia into Philadelphia Cream Cheese Salad Dressing. Companion Products: Same brand extension of what the company actually makes; Example: Colgate Dental Tooth Paste with Colgate Tooth Brush. Same Customer Franchise: Here a brand extension represents a marketers efforts to sell something else to its customer base; Example: TATA extending its offering into consultancy, steel, automobiles, hotels, salt etc. Expertise: To offer extension in a category where consumers believe the company has skilled knowledge or skill; Example: Johnson and Johnson in baby oil, soap, baby bottles etc. Benefit/ Attribute/ Feature Owned: Many brands own a benefit or feature that can be extended; Example: Nivea Moisturising Cream, Shave Gel, Deodorants, Face Wash etc. Designer/Image Status: Using status or expertise in one area to strengthen offerings in another; Example: Giorgio Armani watches, spectacles, cosmetics etc. Co-branding is defined as pairing two or more branded products (constituent brands) to form a more sole and separate product (Park, et al., 1996). This has become increasingly evident in India and its FMCG market. The marketing of Gillette A3 Power Shaving equipment with Duracell batteries (both brands owned by Procter Gamble). Dabur, one of Indias leading FMCG companies have tied up with Disney consumer products by using the character Mickey Mouse to adorn Daburs Real brand jice and nectar packs. Indian Automobile giant Maruthi having partnership with Suzuki of Japan and Maruthi co-branding with Kenwood for its car stereos. Co-branding is the result of combining two brands to name a product and when evaluating that product, one has to consider overall fit between the brand pair and the product (Hadjicharalambous, 2006). Figure 3.1 represents the different types of brand extension classifications:- Figure 3.1: Typology of Brand Extensions (Hadjicharalambous, 2006) 3.3 Branding as a new Concept Shocker, et al., 1994 says that speed is an important element in building stronger brands as if not the competitors can leverage on similar technologies to duplicate similar products and identifies these criterias :- Harvesting the best customers:- Most innovative companies pick up customers who are more likely and willing to pay more; Occupying the mental corner stone:- Buyers keeping the option of selecting only few important brands over others; Developing a reputation for innovation:- Establishing a reputation of developing latest technology, part of brand equity and developing business customers; Shorter order fulfilment cycle:- GE uses a quick response programme using fast information technology, that lead to reducing inventory requirements by 200$; Mass Customization:- Permitting the brand manager to take advantage of market segmentation while controlling costs. Dell computer is the leader in this approach whereby all its products are made to order according to customer tastes. Keller (2001) states that building a strong brand has been main priority for many firms for financial rewards and suggests a Customer Based Brand Equity (CBBE) model to assist management in brand building steps which involves the following guidelines:- Establishing proper brand identity with proper breadth and depth of brand awareness Creating the appropriate brand meaning through strong, favourable and unique brand associations Eliciting, positive, accessible brand responses and Forging brand relationships with customers characterized by intense, active loyalty. Competitive Brand positioning especially during this current economic climate has become intense, when there are local brands competing with large multinationals to gain customer trust. According to Keller (2002) following are the five pitfalls to watch for:- Companies sometimes try to build brand awareness before establishing a clear brand position. For Example: Many dot-coms know this pitfall well as a number of them spent heavily on expensive television advertising without first being clear about what they were selling. Companies often promote attributes that consumers dont care about. For example: For years, companies that sold pain-killers claimed their brands were longer lasting than others. Eventually, they noticed that consumers wanted faster relief more than sustained relief. Companies sometimes invest too heavily in points of difference that can easily be copied. Positioning needs to keep competitors out, not draw them in as a brand that claims to be the cheapest or the hippest is likely to be leapfrogged. For Example: Fast food chains like Pizza Hut investing too heavily in their business, but unable to understand that what customers actually want is lower prices which the customers are able to get from non-recognised fast food outlets. Certain companies become so intent on responding to competition that they walk away from their established positions. For Example: General Mills used the insight that consumers viewed honey as more nutritious than sugar to successfully introduce the Honey Nut Cheerios product-line extension. A key competitor, Post decided to respond by repositioning its Sugar Crisp brand, changing the name to Golden Crisp and dropping the Sugar Bear character as spokesman. But the repositioned brand didnt attract enough new customers, and its market share was severely diminished. Companies may think they can reposition a brand, but this is nearly always difficult and sometimes impossible. For Example: Although Pepsi-Colas fresh, youthful appeal has been a key branding difference in its battle against Coca-Cola, the brand has strayed from this focus several times in the past two decades, perhaps contributing to some of its market share woes. Every attempt to reposition the brand has been followed by a retreat to the formers successful positioning. Care should be taken to see a brand is nurtured well before extending it so diversely in different categories. With the success of the core product in the short span, brand owners are tempted to extend its parent brand much sooner than done in the past. One such classic example is the Maggi brand launched in India in 1982 by Nestle India Ltd (NIL), the Indian subsidiary of global FMCG major, Nestle SA. NIL introduced a new category of instant noodles in Indian market called as Maggi Noodles. Due to the first mover advantage, NIL maintained its strong leadership in instant noodles category until the early 2000s. Furthermore, over the years Maggi brand was extended into soups, ketchups, sauces etc. Unfortunately, these product extensions were not as successful as the instant noodles. The failure of the extension into ketchup, soups suggests that the brand owners have been too quick in their philosophy that sufficient equity was built by their core brand (Maggi Noodles) for the transfer of positive effect to occur. Core Brand: Noodles Sauce Extension Soup Extension Successful Un-Successful Figure 3.2: Maggi Noodles Brand Extension Evolution 3.4 Brand Extensions in framework Tauber, 1981 suggested a growth matrix that differentiated brand extensions from other new product forms. This was done by viewing opportunity from the viewpoint of the brand owner. Following figure represents the different types of opportunities characterized according to whether they are in a product category new to the company and if the brand name used is actually new or already familiar to the consumer (Tauber, 1981). Product Category New Existing New Brand Name Existing Figure 3.3: Growth Matrix (Tauber 1981) Given the fast phase of change taken place in brand extensions since 1981, the above growth matrix was no longer considered of adequate use to guide brand strategy. This is when Lane and Sutcliffe, 2006 proposed a Jigsaw Brand Matrix to extend the existing literature on brand portfolio strategy. He proposed additional four options and five additional strategic categories (Figure 3.4) as illustrated below:- Figure 3.4: Jigsaw Brand Matrix (Lane Sutcliffe 2006) The four additional growth options as described by Lane and Sutcliffe, 2006 are as follows:- Piggybacking: When products enter a new category with a related brand name, then this is being used as a related brand name to launch new products For Example: Figure 3.5 shows Parle-G, Indias leading biscuit manufacturer attempting to enter the confectionary and snack market with Kisme Toffee bar and Poppins. Figure 3.5: Parle-G Piggybacking Strategy Associate brand: Here the product launch is related to a product category with a new brand name as the new product can work side by side with the parent in order to extend to new consumer segments. For Example: Below Figure shows an illustration by global beer supplier United Brweries extension from Beer into spirits, wines, vodka and in champagne to name a few. Figure 3.6: United Breweries (UB) Group Example of an Associate Brand Strategy Strength Extension: In order to capitalise and strengthen a parent brand, strategy of using an existing brand name to a related product category is being used. For Example: Below Figure illustrates Kissan Jam into Squeeze bottles of mango and in apple flavour. + Figure 3.7: Kissan Jams strength Extension Flanker: An established product having a related brand name fights for a fixed position within its parent category. For Example: In India, Hindustan Unilever Limited are masters in developing flanker brands and often have three or more products under the same brand name, targeted at different consumer segments as with the Surf brand. Figure 3.8: Hindustan Unilever Limited Flanker Extension Strategy with Surf Excel The other additional strategy directions are:- Matrix Branding: Here the brand and category extension are utilised without adopting a fully diversified or multi-branding category approach Diversified Branding: Dissimilar brands enter in a partly related or unrelated segment Elastic Branding: A broad range of related and non related product extensions centred around the core brand name Focus Branding: Use of existing core brand ad category to develop any product or service Multiple Branding: By focusing on the companys core brand category new brands are being focussed frequently. The Jigsaw Brand Matrix by Lane Sutcliffe, 2006 needs to be still verified across a different number of industries, although it is quite helpful for marketers in capturing branding strategy for extensions. However, the only disapproval is that this particular model doesnt address co-branding, which is widely used technique in the FMCG industries. 3.5 Advantages of Brand Extensions Brand Extensions enable firms to fill out their product lines, expand into related markets and increase revenue by licensing brand names for use in other product categories (Srinivastava, et al.,1998, pp.11). This has been supported by Smith Park, 1998 who demonstrates the positive impact of brand extensions have on the market share and advertising and proves on how brand extensions can lower significant costs. This is evident in the current economic downturn when firms try to extend their brands rather than venturing into new business. Volckner Sattler, 2006 provides an overview of conceptual framework (Figure 3.9) proposing that the success of a brand extension is influenced by direct effect of determinants, mediating effects and moderating effects. They determined the success of brand determinants into four groups namely:- Parent and Brand Characteristics; The extensions marketing context; The relationship between the Parent Brand and the extension product; The extensions product category characteristics. Figure 3.9: Overview of Conceptual Framework in Brand Extension (Volckner Sattler, 2006) Brand Equity too helps in the effectiveness of brand extensions as consumers who display trust and loyalty towards a brand are then willing to adopt brand extensions (Lassar et al.,1995) Research Design The objective of the research The objective of the research is to investigate the impact of similarity and dissimilarity between:- The original brands and the extension, Brand reputation, Core brand image, Brand dilution Effects of co-brands on the customer evaluations of brand extensions in the FMCG sector within the context of Indian environment Methodology The research method used during this stage will be of quantitative with questionnaires by use of face to face interviews. The main objective behind the methodology will be to measure the attitudes, beliefs and behaviours of respondents towards brand extension concepts The key steps being undertaken during this process will be as follows;- Checking all the possible ways to test my stated hypotheses Arriving at the exact optimum approach Drawing on a strict time-table for various research tasks Finalising the questionnaire Collection of data and structuring it into Excel and SPSS Finalising the questionnaire Analysis Conclusions and Recommendations Project Planning Schedule Work on the project is intended start in the first week of June 2010 and last a periods of sixteen weeks. Figure below gives a summary of how the project is intended to be carried out. It also shows the milestones to be achieved, the task management and the writing schedule as well. Task Duration June July August Sept. Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10 Wk 11 Wk 12 Wk 13 Wk 14 Wk 15 Wk 16 Detailed Literature Review 7 weeks Background to Questionnaire 2 weeks Familiarization with Methodology/Research Objectives 4 weeks Design of the Structure of Report 1 week Analysis of Hypothesis formulation 2 weeks Interviews and Data Acquisition 4 weeks Data Analysis and Conclusions 10 weeks FINAL WRITE UP Introduction/ Literature Review 3 weeks Surveys and Data Acquisitions 3 weeks Results, Discussions and Conclusion 4 weeks Abstract, Reference and Appendix 2 weeks Final Review 3 weeks Figure: Gantt chart showing Dissertation Planning Schedule Apart from the above schedule, regular meetings with my supervisor whenever necessary either personally or by email and keeping updated on my progress on a regular basis through draft, for review and feedback. Also, meetings as a group/individual will be attended to the deadlines as mentioned before by the supervisor.

Funding a United States Space Program :: essays research papers

Funding a United States Space Program It is imperative that the United States government should put forth a better initiative regarding our flailing national space programs, and increase their budgets considerably, stressing modification on its goals, modification of its resources, and for overall further advancement of its scope and capability. The space program had been heralded for years as the pride, and future, of the United States. Its promise brought hope to a society plagued by fear and competition, and has since been both the impetus for both immense technological competition, and then conversely, a symbol of cooperation between two diametrically opposed cultures. It brought numerous breakthroughs in medicine, materials science, engineering, and defense—over 30,000 advancements to date, including MRIs and CAT scans for detecting cancers and other health threats. Why does our government choose to slowly phase out the life of an entity that has only but added years to our own? The space program is an import ant part of our existence as Americans, and as world citizens.   Ã‚  Ã‚  Ã‚  Ã‚  The space program needs the appropriate funding for modification for fundamental purposes. The program has worked with the same prototype rocket for almost 50 years. New breakthroughs have emerged in planning and research; however the program does not have the means to go about implementing new ideas. With advancements created through space science research, such findings could create better means of travel on Earth. Also, space exploration gave us the first stark warnings of a world damaged by our endangerment of the environment, and it could further nurture the repair of our planet by allowing us to find better ways of utilizing our resources.   Ã‚  Ã‚  Ã‚  Ã‚   Space travel and exploration is needed for social purposes. Just as Russians and Americans, and now the Chinese, are able to put aside differences to embark on the ultimate human pioneering experience, so it is needed for the sake of unifying humanity through example. Someday, everyone in the world, even those not as privileged as the aforementioned societies, will be touched by the immense advancements space research has made, if they haven’t been touched already. Since we do not truly know what can be ‘out there’ awaiting us, both living and nonliving, it is important that we are prepared as a race to face them, in case a need or emergency arises in which we are forced to. Space travel concentrates on an investment in the betterment of humanity as a whole, and by so doing, it presents to the world the idea of our maturity as a race.

Developing and applying theories in a pluralistic society – The Person Centred Method

For this assignment I will be considering Carl Roger's person centred method and it's application to lesbian women in a pluralist society, I will be drawing upon the theoretical frame work previously used in my presentation. Carl Rogers (1902-1987) was the founder of the person centred method his theories are associated with the Humanistic psychology it is also associated with Maslow(1908-1970) and phenomenological approach. Phenomenology is a philosophical assessment of the individual it was developed by Husserl (1975), the focus is on the subjective experience. The method involved requires the professional to suspend their assumption and interpretation of the client's world, thereby allowing the client to interpret and explore their own experiences and thoughts. It is important to consider the context in which psychological theories conceptualised and developed. Humanistic psychology developed in the industrial age and in the 50's and 60's it therefore places great importance on the individual as a person striving for independence, self actualisation and their maximum potential. Dryden et al (1989) have also given an outline of the origins of the humanistic theory, that these were in the affluent era of the 50's and 60's in California, terms such as self actualisation, can be just a ‘slogan' that is applied without any real meaning, when contrasted between the prosperous, optimistic society of California, it can have a different meaning for those people that are in poverty are unemployed or homeless. The concept of self actualisation which is considered necessary by psychologists such as Rogers can be explored in relation to lesbian women and how society conceptualises them. Homosexuality has been viewed by psychotherapists and psychiatrists as a mental illness, and was considered as such until 1974 when the American Psychiatric Association declassified it, however there was considerable opposition to this from psychotherapists, psychoanalysts, and ‘medical model' psychiatrists ( Mcleod J, 1998), in-fact psychotherapy was used to try to ‘cure' homosexuality. Although the work of Rogers' has encouraged progress and has been associated with movement away from the previous medical model of mental illness, one the draw backs of Rogerian person centred therapy out lined by Ivey et al (1997) is that it is a ‘highly verbal' technique, which is over-concerned with the deeper meaning of life rather than tackling problems and finding solutions. Therefore it may not be suited to all clients especially those with mental health problems etc. Roger's therapy known as ‘person centred' and non-directive aimed to change the balance of power towards that of the client, and to treat the individual as a ‘client' rather than a patient. However this point can be debated as to whether the balance of power is actually shifted and the control is with the recipient, rather than the provider of the therapy. Criticism of therapies, such as Rogerian, psychodynamic and cognitive behavioural according to Ivey et al (1997) is that they place responsibility for the problem with the client rather than considering structural, political and environmental issues that are relevant to the clients experience. The person centred method in relation to lesbian women needs to be applied in a way that is sensitive to them, therefore if the counsellor is male he will need to be aware that he does not impose his own assumptions and interpretation onto the client, firstly about his ideas about women's roles within society and as nurturers, wives and mothers, secondly stereotypical perceptions about lesbianism. Feminists criticise models of the helping relationship which have their origins in the white middle class male ideology, they relate this to the way a patriarchal society oppresses women into submissive roles, Banks (1999) also questions whether male therapists can validate a female clients experiences in a male dominated society. Hetro-sexual women can also oppress lesbians through negative assumptions and homophobia that can lead to imposing our own values and assumptions about lesbian relationships, McLeod (1998) gives a good example where a female therapist tried to actively encourage her lesbian client to date men. The person centred approach places particular emphasis on the use of the core conditions, genuiness, unconditional positive regard and empathy, and its view of human nature is positive and optimistic in comparison to Freudian psychology. The core conditions out lined by Rogers plays an essential part in building a therapeutic relationship, between the therapist and the client. From my professional experience when working as education social worker relating to a teenage pregnancy, the girl was fifteen years old and Asian. I was surprised when she said that she thought she was a lesbian, however working with the young person and applying Rogers core conditions, of genuiness, empathy and unconditional positive regard, enabled me to realize that people need to discover their sexuality and who the real person is; society can place pressure on young people to conform to the norms of a white, heterosexual society and thereby place conditions of worth on them. Unconditional positive regard which is accepting the clients experiences without judgment is essential in building a therapeutic relationship, however if the counsellor has absorbed negative, homophobic assumptions about homosexuality, from the society that he/she lives in then these may consciously or unconsciously be transferred on to the client. Humanistic psychotherapist Don Clark (1987) has expressed that therapeutic neutrality is impossible to maintain, since we have taken on board society's negative stereotypes of homosexuality, he has stated that â€Å"it is presumptuous to assume that counsellors who have been taught about valuable concepts such as unconditional positive regard are able to apply them with gay-lesbian clients if they are not aware of their own heterosexual or homophobia biases† (Davies and Neal,1996) A lesbian women may for example find it difficult to come to terms with her own sexuality, because of negative stereotypes and stigma associated with it, â€Å"Lesbian women are raised to view themselves as a half person without a man, they may see marriage as a door to personal growth, adult hood, freedom, and motherhood†Ã¢â‚¬ ¦. ( Davies and Neal,1996) the counsellor may therefore need to enable the lesbian woman to restore her self esteem and her concept of being a woman, the traditional female roles, as mother and wife may not be stereotypes that she aspires to. The impact of Homophobia on the self concept of a lesbian woman will create conditions of worth, therefore lesbians may feel they are not worthy individuals if they are not heterosexual, do not have children, have a male partner and behave as society expects women to do. Bradshaw (1998) has defined the concept of ‘Toxic shame' in relation to internalised homophobia within the self-concept. This notion cannot be fully understood without the use of a more eclectic approach to counselling because it states that the self concept can become, fragile and a false self concept can develop, through denial, this may be conscious or unconscious but it will be due to the fear of discovery. Toxic shame can lead to the development of defences which can lead to alcohol, substance abuse, suicide attempts, distancing oneself from others, underachievement or over-achievement etc. Being functional or dysfunctional human being is particularly relevant to how lesbian women's identity and self concept develops, becoming functional human being requires being able to use ones own organismic valuing process, which maximises the potential to grow and become the true self. The dysfunctional human being lives to meet the values of others to acquire love and respect. Coming out as a lesbian therefore is fraught with anxiety and even danger of rejection by family, friends and community. The primary question is will they be valued by society if they come out as Lesbian? The organismic need to come out and be accepted as a lesbian should be facilitated by the therapist to enable the client to accept their real identity; however the client should be ready to do this in her own time. Therefore acceptance from the therapist or social worker or other professional is an essential first step. However therapists as well as other professionals such as social workers can easily oppress lesbian women, an example from my practice experience when working with the Education Welfare service in a case where the child was not attending school regularly, during the home visit the client revealed that her relationship with her husband had broken down and that she had started a lesbian relationship, this immediately led me to make the assumption that the child's non-attendance may be related to this new relationship. On reflection I noticed how easy it was to jump to a conclusion relating to same sex relationships and would I have made the same assumption if the relationship was with a partner of the opposite sex? Drawing from my own experience I notice how easily professionals from helping organisations can make assumptions that can lead to discrimination and oppression, when working in a refuge for vulnerable women that had been the victims of domestic violence, a Black woman with four children came to the centre it was assumed automatically by the member of staff taking down her history that the abusive partner was male. The woman found that she had to explain that she was in a lesbian relationship, and the abusive partner was another woman. This is a good example where social assumptions and stereotypes where women are perceived to be submissive, passive individuals that are the victims of domestic violence rather than the perpetrators of it. It also shows that assumptions are made by professionals regarding relationships that a partner automatically means someone of the opposite sex. The person centred method when applied to lesbians need to take into account the experience of the individual as a woman and also as lesbian her experience needs to be valued and respected, this method if used effectively according to Rogers, can build up the self -worth and self acceptance. However Davies and Neal (1996) state that few British training courses in counselling or psychotherapy cover working with lesbian, gay and bi-sexual people. They propose a model of gay affirmative therapy; this should be incorporated into other theoretical methods such as humanistic and psychodynamic etc. â€Å"Gay affirmative therapy is not an independent system of psychotherapy. Rather it represents a special range of psychological knowledge which challenges the traditional views†¦Ã¢â‚¬  Davies and Neal (1996) Gay affirmative therapy is an eclectic model that incorporates both theories. 2 important factors pointed out by Davies and Neal is firstly whether the counsellor is competent to counsel the homosexual individual, and secondly that it is important for the counsellor to examine their own ‘ideas about values, moral and lifestyles when working with clients who are culturally different'. This is the important factor of genuiness or congruence that Rogers has defined, Kus (1990), states that a therapist should be open and honest about personal prejudices that they hold about homosexuality, and refer clients on, however congruence can be much more difficult in practice, if the therapist or the client with holds information from each other in the relationship. Empathy is also an important core condition that was noted by Rogers with in the person centred approach, it is a deep understanding of the clients personal perspective of their problems, however it can be argued whether a heterosexual person can fully understand what it feels like to be a lesbian, similarly can a white person fully understand what it feels like to be black? This question exposes the difficulty of cross-cultural counselling, especially if the counsellor or therapist is unaware of the their own prejudice for e.g. non-verbal behaviour, body language or are ignorant about the issues for lesbian women. However it is important for professionals such as therapists not to assume that all lesbians need counselling for coming to terms with their sexuality, counselling may be required for a wide range of other issues as with hetero sexual women. R.J, Kus (1990) states that one of the most frequent criticism concerning helping professionals is that they get ‘fixated' upon the homosexual life style and lose sight of the issues the help is being sought for, this means that the therapist assumes that the life style is the problem, despite the client stating other issues that help is sought for. The Humanistic perspective has contributed to social work practice by providing valuable criteria working in anti-oppressive and anti-discriminatory way with service users, the most useful contribution is the person centred approach, which facilitates building of genuine helping relationship and listening to the service user. It also acknowledges that the client is expert on his/her particular problems. The person centred method has many positive aspects that can be used by social workers and other helping professionals, and aspects of this model can be incorporated with other theories to provide an eclectic model that can be used effectively by them. For example the humanistic person centred method is a valuable tool to build warm, respecting and trusting relationship with clients such as lesbian women, it will facilitate understanding their present situation, and how they view them selves within society and explore their organismic needs. Aspects of the psychodynamic approach may be useful in the enabling the client to explore their unconscious feelings and motives, whilst multicultural perspectives, acknowledge the cultural background and identity of the individual. I think that for anti-discriminatory social work practice that can empower the individual an eclectic model may be the most useful approach in a helping relationship.

Cloudstreet Prologue

The prologue of Tim Winton’s Cloudstreet transcends one family’s tragic loss into the realms of the metaphysical, commenting on his views of life and death. Readers can contrast these views to our more modern ideologies. Through the use of poetic language Winton adds a spiritual dimension to the lives of people living in a secular society. Through imagery he also offers a construction of Australian cultural identity. Using techniques like point of view, repetition, juxtaposition, symbolism, as well as tapping into Australian vernacular and language that appeals to the senses, he manages to convey these ideas to readers.I think that the change of point of view is one of the more effective techniques Winton uses in this extract. From the beginning where he clearly uses an inclusive pronoun to describe the gathering, â€Å"Will you look at us† to the ending where the pronoun has switched to exclusive, â€Å"And you can’t help but worry for them†¦Ã¢â‚¬  This technique draws attention to the exclusion both of Fish, the reason this event took place, and of the reader. We are forced to the sidelines, watching the physical description of the families meld into a spiritual description of life and death.This extract proposes ideas about living and dying that are quite opposite to our modern ideologies. Winton suggests that the world of the living is a closed, narrow one, material and â€Å"foetid. † This contrasts to his views on death which is portrayed as a dimension of freedom and â€Å"broad vaults and spaces† that â€Å"you can see it all† from. He makes this evident through emotive language that appeal to the senses. The olfactory** word â€Å"foetid† immediately gives the idea of living a negative connotation where â€Å"silver-skinned river† is presented with such a positive, beautiful image that even the suggestion of death feels beautiful.In fact, Winton discusses water, not only in this extr act, but throughout the whole novel in highly symbolic terms. I read, in the prologue, the â€Å"silver-skinned river† to be a portal between the world of the physical and metaphysical. As Fish peers into it he sees â€Å"all the wonders inside it. † I believe Winton is conveying the idea that spirituality is a necessary aspect of life. Also the metaphor â€Å"the sound of it (the water) has been in his ears all his life† intensifies the description of Fish’s desire for the metaphysical.The quote â€Å"One of the here is leaving† can be seen as very symbolic in the fact that it describes literally Fish’s leaving the group and, in the end, leaving this life. But it also could be read to mean how figuratively Fish is transcending from the material world to the physical one through means of the river. Certain phrases are used to enhance this metaphysical portrayal of the world. Images like â€Å"earthly vision† juxtapose to highlight the idea behind the image, togetherness of the two families. â€Å"Burst of consciousness† is another spiritual, metaphorical phrase which contributes to the sense of Fish’s mind right before death.Referencing â€Å"time and space,† of course, immediately places the images into the world of the metaphysical. I think swapping so easily from materialistic images to spiritual is a clever way of expressing the themes and main ideas of Cloudstreet. As well as a spiritual reading, I see Winton making efforts to allude to a representation of Australian cultural identity. First, the use of Australian vernacular such as â€Å"chiacking† and â€Å"skylarking† sets the place for readers allowing us to see Winton’s view of this country. Throughout the novel, and even in this extract, there is a tone of longing for an Australia of the past.An Australia that was never really existant, historically. The entirety of the book is a construction of Australian lif e, a representation of the cultural identity. The cumulating of picnic foods leads to an image of celebration in Australian summer. An image that continues throughout the episodic narrative of the rest of the book. Australia can be seen as presented through an idealistic lens. For example â€Å"in a good worlds in the midst of our living† conveys an ideal Australia of community that anyone who has lived here for more than a day knows is not always an accurate perception.Winton wanted to express this view so much that he emphasized it through poetic the language technique of repetition to draw attention to the â€Å"one day, one clear, clean, sweet day. † The syntax is meandering in parts as well as abrupt and sharp in others to bring emphasis to ideas and images. For example where readers gain some insight into Fish’s mind the sentences become far more simple and short. â€Å"All. † â€Å"He sits. †etc in order to express the simplicity of Fishâ₠¬â„¢s thoughts. Repetition too portray the thoughts of a more simply minded person. Teeth teeth teeth† are the focus of Fish’s mind therefore this will be the focus of Winton’s description. In reading Tim Winton’s flowing, emotive language I found myself understanding this view of life and death more clearly. This extract allows readers to open their minds to ideas that are quite contrary to our ideologies today. The construction of Australian culture is one infused with a sense of longing and love, something those who also love Australia today can identify with. For that reason, I believe this book has a strong essence of cultural identity despite the fact that it’s not necessarily a correct representation.