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Black Lives Matter Movement

Black Lives Matter Movement

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Black Lives Matter Movement

Introduction

African Americans have suffered racial discrimination and brutality for centuries due to white supremacy. Systemic racism has persisted despite the activists’ efforts to overcome the problem in the USA. The U.S. police officers arrest and show brutality against African Americans more than people from other races because society has stereotyped black people as criminals. Recently, the USA police officers have been involved in the brutal killing of African Americans despite them being unarmed. The persistent African Americans’ brutal killings sparked activists to form Black Lives Matter (BLM) movement to fight for the rights of the black people.

After decades of fighting discrimination against black people through policies, laws, and the civil rights movements, black lives still don’t matter. White supremacists continue to dominate the United States, denying equal rights and representation of blacks despite their massive achievement and respectability in various fields including dressing, acting, and even serving in the military (Francis, 2019). Since black people were taken to America as slaves, they have always been considered as inferior people, whose religion, culture, opinions do not matter. As a result, black people have continued to be treated as second-class citizens, and are not accorded similar rights and privileges as whites despite being Americans by birth, and contributing to great lengths to the economy of the country. The United States is a country that stands for equality for all and this is rooted both in the Constitution and the American Dream which is a set of ideals that guarantees anyone, regardless of where they were born or class they were born into, can achieve their own version of success in a society in which upward mobility is possible through hard work (Griffen, 2019). However, the achievement of the American Dream has been difficult to achieve, especially in minority races in America, as they are not accorded the same opportunity as Whites to attain success. There are many barriers that have continued to hinder blacks to achieve success, but all these are rooted in racism and white privilege.

One of the barriers to blacks’ success is that black lives are physically in danger, and this has been a trend since the founding of the United States (Crusto, 2020). Africans were sourced from Africa to serve as slaves. During then, slave masters were accorded the right of ownership to slaves and could do with their slaves whatever they wished including rape and murder without consequences. Currently, black people have not found a safe haven as they continue to be threatened by the police brutality that has left thousands of black people dead. Based on this, blacks are treated as second-class citizens as their citizenship has been regularly questioned and belittled. There have been several instances where top politicians have been reported to talk about the deportation of Blacks to Africa, an indication of how black people are perceived in the United States. President Donald Trump has not only mentioned about deportation but also commented on how black people have destroyed the country as they are lazy and constantly rely on the government for help (Bobo, 2017). As a result of this belittling, Black people are not accorded equal protection under the law, which has led to mistreatments, mass incarceration, high numbers of death punishment, discriminatory housing policies, and few job opportunities compared to whites. Achieving justice as a black person is rare in the United States, and this explains why there has never been justice for Tupac Shakur and Biggie Smalls despite being renowned hip-hop artists and public figures in the United States.

Black people have been subjected to epistemic violence, in which Whites were involved in the purposeful destruction of African history (Larson-Schulze, 2019). Based on this, there is less about Black history in the United States, and it is thought as if Blacks made little or no contributions to the United States and/or world history. Due to racism and the state of Blacks as slaves, whites have been accredited with most of the success that Black people worked hard to attain. For example, Blacks made various great innovations but were denied rights to a patent. For example, Ned, a Black innovator invented an effective, innovative cotton scraper. Since he was a slave, he had no right to apply for a patent. His master, Oscar Stewart tried to apply for a patent but was rejected as he was not the actual inventor (Wills, 2019). Despite the rejection, Stewart sold the cotton scrappers, gaining financial benefit while Ned gained nothing. Also, Henry Boyd invented a corded bed created with wooden rails connected to the headboard and footboard, and since he could not apply for a patent, he partnered with a white craftsman and had him apply for a patent. Also, Katherine Goble Johnson, a great black mathematician who worked in NASA had her great mathematical inventions being credited to his boss Paul Stafford, just because she was a black woman (Hanson, 2020).

Black Lives Matter

Establishment and Mission

Black Lives Matter protests against black people’s racial discrimination and violence. BLM is a decentralized social and political movement that condemns racially propagated violence and police brutality incidents against black people (Tikkanen, 2021). The movement started in 2013 and has grown to fight for black people’s rights internationally, but it mainly operates from the USA (Tikkanen, 2021). The BLM movement raises concerns about various ways that society treats black people unfairly. The movement adds that policies, laws, and institutions have helped to perpetuate injustices against black people (Tikkanen, 2021). Moreover, the movement has fought racism against black people through non-violent protests, political actions, and letter-writing campaigns. Similarly, BLM has tried to stop violence against Africa Americans by advocating for better police training and greater responsibility for the police officers’ misconduct. BLM supporters have proposed to the federal government to reduce the police funding and redirect such funds to community social services’ development (Tikkanen, 2021). Therefore, the BLM movement focuses on reducing discrimination against black people by condemning police brutality and racism.

Support

The BLM’s support is along ethnic or racial lines and political affiliation. For instance, the African Americans and other minority ethnic groups in the USA had great support for the movement while the white race demonstrated the least support. However, most Democrats supported BLM while the Republicans showed low support for the movement. Further, BLM critics argued that BLM promoted violence against police and supported law enforcement against crime suspects. The movement’s critics do not believe in systemic racism’s existence and argue that all people have equal opportunities in the USA (Campbell, 2021). Therefore, black people and the Democrats support BLM while the Republicans and white people in the USA mostly oppose it.

Achievements

BLM has achieved in mobilizing society about the injustices against the black people. For instance, cities across the USA are reducing funds that they provide to police departments and reallocate them to other areas. The Los Angeles budget committees reduced its police department budget by US$ 133 million and reallocated the funds to municipal jobs to overcome COVID-19 related furloughs (Menjivar, 2020). Additionally, police departments in cities like Charlotte, Dallas, Buffalo, and Detroit have enacted and strengthened ‘duty-to-intervene’ policies that allow police officers to prevent their colleagues from using excessive power (Menjivar, 2020). Moreover, states like Virginia and Kentucky have removed several monuments that commemorate colonizers, enslavers, and confederate leaders since the BLM protests started (Clingham-David, 2020). To this end, BLM has made states remove monuments that reminded people about past African Americans’ discriminations and fund reduction in some police departments.

Past Impact and Relevance of Black Lives Matter

BLM started to fight for the African Americans’ rights that American society had overlooked. The movement was vital in addressing the past police brutalities that occurred in the USA. Before the movement started, the police force exercised excessive brutality against African Americans. The incidents were lower among other races depicting discrimination against the black people. The movement formed in 2013 after a United States court acquitted George Zimmerman, a White person from charges after he shot and killed Trayvon Martin, an unarmed African American teenager in 2012 (Clingham-David, 2020). BLM claimed that the US justice system overlooked African Americans and criminalized race. Moreover, BLM voiced its concerns in 2014 after police officers killed two unarmed African Americans, Michael Brown and Eric Garner (Clingham-David, 2020). BLM led protests against the killings that brought attention to the national and international scenes. Indeed, BLM became relevant following the police brutality against unarmed black Americans.

BLM was important in changing the societal view of African Americans as criminals. The movement demonstrated how the U.S. policies, laws, and institutions violated black people’s rights. Moreover, BLM has grown internationally to reduce the white supremacy that undermined other races, particularly the African people (Clingham-David, 2020). The movement is a continuation of the 1960s civil rights movements that fought for the rights of African Americans (Clingham-David, 2020). Additionally, BLM helped people to change their perception of black people and embrace them. Similarly, the movement helped the U.S. authorities to be more vigilant on the police brutality and held accountable officers involved in excessive brutality against African Americans. For example, the U.S. authorities arrested and charged officials involved in George Floyd’s killing in 2020 following mass protests that the BLM movement organized (Menjivar, 2020). Therefore, BLM has fought for African American rights and has promoted awareness of the police brutality against black people.

Modern-day Implications of Black Lives Matter

The Diopian Institute for Scholarly Advancement supports BLM for its mission to fight for the rights of African Americans. The institute laments the lives of the black people that the police brutally killed. The Diopian institute believes that terrorizing and killing unarmed African Americans demonstrates white supremacy in America over the centuries. The institution strongly supports BLM in its mission to fight systemic racism that undermines black people’s rights. The learning institution supports BLM to stay determined to over cultural aggression by showing the truth that can promote social progress in the USA (DISA, 2021). To this end, the Diopian Institute supports BLM’s actions to fight for the rights of the African Americans who have unjustly suffered due to racial discrimination.

Mitt Romney, Utah’s Senator demonstrated his support for BLM to end racism in the United States. Romney tweeted that Americans should end racism by stopping brutal killings. The Senator joined BLM protests to the Whitehouse after police officers brutally killed George Floyd by choking him in 2020 (Smith et al., 2020). Romney stated that Americans should support the BLM’s mission to fight racism in the USA. The senator argued that black people were equally important as Americans from other races. Romney urged the U.S. government to look at the root of the problems that contributed to the African Americans’ discrimination to completely overcome the problem (Smith et al., 2020). To this end, Mitt Romney supported BLM’s fight against systemic racism and violence against African Americans.

However, former U.S. President Donald Trump criticized BLM because he believed that it supported violence. Trump ordered local officials in different states to crack down on BLM protestors. The former president called BLM protestors terrorists and thugs despite knowing their true intentions to stop racism in the USA (Beer, 2021). Besides, Trump argued that BLM promoted toxic political propaganda to destroy the United States’ sense of self. The former president defended his position to protect the country’s immortal principles against activists (Niedzwiadek, 2020). Indeed, Trump opposed BLM and argued that it spread toxic propaganda to the Americans.

Personal Experiences with BLM

I support BLM’s actions to overcome systemic racism and police brutality against black people. I felt that police officers were targeting African Americans and criminalizing them after George Floyd’s unjust killing. After seeing how police officers brutally killed Floyd, I felt that the administration was promoting white supremacy. I decided to join BLM protests in my hometown to support the fight against African American rights. I wore red and black to show my solidarity with black people struggling to fight against police brutality. I shared my protest experience with my family and friends to encourage them to support the BLM’s mission. I believed that mass protests promoted awareness about the African Americans’ plight to fight for their rights. BLM activists who led mass protests encouraged us to take a knee to show our opposition to police brutality in the United States. Indeed, I showed my support for BLM by joining the movement’s organized protests against police brutality towards black people.

Conclusion

There is little known about Black history, and this has been greatly due to racism. Whites have tried to discredit Black innovations by taking credit or using them for monetary gains in cases that patents have been denied. As a Mexican, I have learned little about Blacks’ contributions in the United States, with the available information depicting Blacks as intellectual dwarfs, who needed to be colonized to civilize their culture and believes. Also, Blacks are perceived to be criminals and that is why they are subjected to mass incarcerations. It is because of this that Blacks have continued to be treated as second-class citizens, with no significant contribution to the country despite having lots of massive innovations and contributions. BLM has been fighting for the rights of African Americans since it started. Since 2013, the movement has raised awareness of police brutality towards black people in the USA. African Americans, Democrats, and other minority groups in the USA supported BLM while most white people and Republicans opposed it. BLM exposed brutal African American killings, but the U.S. administration overlooked the issue. Moreover, the movement triggered actions to end police brutality and discrimination against African Americans. The Diopian Institute for Scholarly Advancement and Mitt Romney showed their BLM support while Donald Trump criticized the movement. I participated in protests following Floyd’s killing to show solidarity to BLM. Indeed, BLM has played a crucial role in fighting against police brutality and systemic racism against African Americans.

References

Beer, T. (2020). Trump called BLM Protesters ‘thugs’ but Capitol-storming supporters ‘very special’. Forbes. HYPERLINK “https://www.forbes.com/sites/tommybeer/2021/01/06/trump-called-blm-protesters-thugs-but-capitol-storming-supporters-very-special/?sh=3029c08a3465” https://www.forbes.com/sites/tommybeer/2021/01/06/trump-called-blm-protesters-thugs-but-capitol-storming-supporters-very-special/?sh=3029c08a3465

Bobo, L. D. (2017). Racism in Trump’s America: reflections on culture, sociology, and the 2016 US presidential election. The British journal of sociology, 68, S85-S104.

Campbell, A. (2021). What is Black Lives Matter and what are the aims? BBC. HYPERLINK “https://www.bbc.com/news/explainers-53337780” https://www.bbc.com/news/explainers-53337780

Clingham-David, J. (2020). 5 Key Achievements of Black Lives Matter Movement in 2020, So Far. One Green Planet. HYPERLINK “https://www.onegreenplanet.org/human-interest/5-key-achievements-of-black-lives-matter-movement-in-2020-so-far/” https://www.onegreenplanet.org/human-interest/5-key-achievements-of-black-lives-matter-movement-in-2020-so-far/

Crusto, M. F. (2020). Black Lives Matter: Banning Police Lynchings. Hastings Const. LQ, 48, 3.

Diopian Institute for Scholarly Advancement. (2021). DISA’s commitment to African people globally. DISA. HYPERLINK “https://diopianinstitute.org/index.php/component/acymailing/listid-3/mailid-95-disa-commitment-to-africans” https://diopianinstitute.org/index.php/component/acymailing/listid-3/mailid-95-disa-commitment-to-africans

Francis, M. M. (2019). The price of civil rights: Black lives, white funding, and movement capture. Law & Society Review, 53(1), 275-309.

Griffen, A. J. (2019). When Black Rights Do Not Matter: A Historical Analysis of Civil Litigation and’Equal Protections Under Law’. Journal of Pan African Studies, 12(9).

Hanson, J. (2020). The power of artistic activism. Pepperdine University.

Larson-Schulze, E. (2019). Hate Speech and Epistemic Violence: A Prioritization Problem for the Atrocity Paradigm (Doctoral dissertation, The University of Texas at San Antonio).

Menjivar, J. (2020). Black Lives Matter protests: what’s been achieved so far. Dosomething. HYPERLINK “https://www.dosomething.org/us/articles/black-lives-matter-protests-whats-been-achieved-so-far” https://www.dosomething.org/us/articles/black-lives-matter-protests-whats-been-achieved-so-far

Niedzwiadek, N. (2020). Trump goes after Black Lives Matter, ‘toxic propaganda’ in schools. Politico. HYPERLINK “https://www.politico.com/news/2020/09/17/trump-black-lives-matter-1619-project-417162” https://www.politico.com/news/2020/09/17/trump-black-lives-matter-1619-project-417162

Smith, A., Talbot, H., & Vitali, A. (2020). Mitt Romney takes part in protest supporting Black Lives Matter near White House. NBC. HYPERLINK “https://www.nbcnews.com/politics/congress/mitt-romney-takes-part-protest-supporting-black-lives-matter-near-n1227086” https://www.nbcnews.com/politics/congress/mitt-romney-takes-part-protest-supporting-black-lives-matter-near-n1227086

Tikkanen, A. (2021). Black Lives Matter. Britannica. HYPERLINK “https://www.britannica.com/topic/Black-Lives-Matter” https://www.britannica.com/topic/Black-Lives-Matter

Wills, K. (2019). Patenting an Invention as a Free Black Man in the Nineteenth Century. JPTOS, Patenting in the 19th Century, 101(2).

Book report about In the Blink of an Eye

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Book report about ‘In the Blink of an Eye’

Films like ‘Apocalypse Now’ and ‘The God Father III’ have been edited by Walter Murch. Furthermore, he has written a book known as ‘The Blink of an Eye’ that provides information regarding editing. Murch believes that, during editing, there are various elements that have a role to play. He claims that editors should create a cut and follow their heart while they are in the cutting room. Also, one should reflect on the theories of film editing as they help when editing. He has come up with ‘The Rule of Six’ a list that editors should follow when they are working. They include; three dimension space of action, two dimensional planes of screen, eye-trace, rhythm, story and emotion.

Murch believes that the most vital element is emotion as one encounters it quite often. One has to empathize and heighten their emotional moments, as well as their emotions. This means that editing is an art that is extremely seamless. Furthermore, during editing, one should make sure to develop an overarching story. In terms of rhythm, the shot should be measured in order to find its rhythm. It also involves cutting in between the shots as quickly as possible. The latter has the ability of decreasing or increasing tension when taking shots. There is a myth that one has to keep on changing switch shots, but that is not true. Instead, one should opt not to switch shots after running for a long time. The audience’s attention is directed to vital scenes by the eye-trace. It emphasizes on specific scenes that people need to pay attention. Murch believes that the two-dimensional screen or plane is connected to planarity. Moreover, there should be a relationship between the three dimensional space of action and its objects.

The theories presented by Murch are known as ‘Dragnet’ and ‘Don’t worry, it’s only a movie’ and he uses them in ‘The Blink of an Eye’. The latter theory is linked to emotional punctuation that is similar to human blink. A person’s emotional state is affected by the rate of blinking. It is also affected by the frequency, and nature of people’s thoughts, and this is when compared to an environment that is atmospheric. Thoughts become separated internally when they blink. The other theory concerning ‘Dragnet’ is beneficial as most editors who do not have much experience, use this style to some extent. Here, the audio and video of various characters line is included at the various edits. This theory focuses on realism, and the result is that the editor is left with nothing more than cuts that are straight. Despite the fact that dragnet is easy when editing, it does not bring about complex changes of grammar. For example, when dialogue is going on between two people, one should focus their attention on the person that is talking. Later on, one should turn to look at the listener’s response, and this mostly depends on the editor’s anticipation.

According to Murch, editing using the old approach is in a way quite fascinating to him. This is when it is compared to non linear computer based editing system. The latter is software that has made editing better by improving its standards. Furthermore, shots are now better and clearer, thus capturing the attention of the audience in a distinct way. Murch concurs that editing that computerized and non- linear is advantageous. On the other hand, he still has a soft spot for the old approach, h as it develops a story well in terms of realism. Also, this approach makes the editor have a connection to the work they are doing as compared to the new approach.

Borderline Personality Disorder and Dialectal Behavioral Therapy

Borderline Personality Disorder and Dialectal Behavioral Therapy

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Characteristics of Borderline Personality Disorder

Most times, patients diagnosed with BPD are often in an abandonment state that is engaged, and real situations are avoided. They tend to be extremely sensitive and are affected by their environment. In turn, they manifest changes in their behavior, cognition, affection as well as self image. Fear of being abandoned is intensely experienced, and other times they can become excessively angry. Simple issues can make them hysterical and as well as be in a state of despair. For example if a friend appears late for a coffee date, the person with BPD becomes hysterical and furious as well as hysterical. According to them, being alone is a serious issue and they try and find extreme ways of dealing with it. Some of the impulse actions which they undertake include suicide attempts and self mutilation (Grohol, 2007).

Their relationships tend to be intense and unstable. A lot of attention is given to their lovers and caregivers as well as people who they deem to love. In the start of a relationship, intimate information is shared by them and later loses interest in their relationships. They only invest in relationships that will benefit them in return. How they view others is affected by dramatic and sudden shifts. The latter are followed by disillusionment whereby, they expect to be abandoned and rejected by the people they have idealized (Grohol, 2007).

Furthermore, individuals with BPD are disturbed by their identity whereby, they suffer from self image issues. Often they have vocational aspirations, values and goals that are not stable. This is because they are unsure about what they want in their lives. They tend to change their friends, values, sexual identities and even their careers. Other times some people with the disorder believe that they are nonexistent. The latter occurs when they lack support, nurturing, and relationship that are meaningful. Such characteristics are manifested when they are in an environment such as school or work (Grohol, 2007).

Lastly, individuals with BPD are extremely impulsive, and the result is self damaging. Most times this is characterized in at least two areas, in their lives. They can be impulsive in behaviors such as reckless driving, abusing substances and gambling among others. According to research, individuals with BPD have an eight to ten percent chance of committing suicide. Others have been known to engage in acts of self mutilation (Grohol, 2007).

Dialectical Behavior Therapy Treatment Approach

Clinical approaches for treating BPD are being researched upon constantly so that they can be sued by social workers. The population of mentally ill people in the United States is increasing drastically, and a solution needs to be found. Marcia Linehan developed The Dialectical Behavior Approach. In order to treat BPD, it makes use of two techniques these are behavioral and cognitive. Patients have to undergo consultations with therapists in order for the approach to be effective (Osada, 2011).

The Diagnostic and Statistical Manual of Mental Disorder provide the criteria used in treating BPD. Patients are often treated for symptoms such as irritability, anxiety, anger and depression. Before, it was difficult treating individuals who have BPD as they were not responding to treatment. The result is that both the client and the therapist became unsatisfied in their quest. DBT is praised as it successfully treats BPD through incorporating training that is psychosocial and through psychotherapy. Individuals who have BPD are known to benefit from DBT, and this fact is proven by clinical trials that were conducted.

Some time back, DBT was a behavioral therapy that was standard and used in the treatment of BPD. It is through data collection and assessment that behaviors of people with BPD are known. This means that the client and the therapist must work in harmony to achieve desirable results. DBT seeks to patients suffering from BPD are made aware of reality as well as fostering the process of change gradually. This means that the therapist must ensure that they have to decline indisputable fact and the absolute truth. DBT assumes a view that is dialectical whereby; failure is the reason why patients have BPD (Osada, 2011). Some examples of failures that are known to be dialectic include; emotion, behavior and extreme thinking. This is the reason why people who have BPD often do not find solutions to their problem. They are in extremes known to be polarized and thus why they have those symptoms. It has been proven that DBT is an effective treatment of BPD. Furthermore, consistency and structure must be maintained so that the symptom of BPD is reduced.

During DBT treatment, therapist consultation, individual treatment, telephone contact and group skills training are used. The client must be willing to corporate as the treatment is voluntary. Clients are informed about all the details, which pertain to the treatment, and they have to make a decision. Issues that might interfere with treatment such suicide attempts are reduced, so as not to affect treatment quality. It is easy, for patients undergoing this treatment to experience life like normal people. They learn how to acquire skills that behavioral, as well as adaptive. Therapists also benefit from this treatment therapy as they avoid burning out and discouragement. Furthermore, the client and the therapist have meaningful and beneficial relationship (Osada, 2011).

References

Grohol, J. (2007). Characteristics of Borderline Personality Disorder. Psych Central. Retrieved on November 20, 2011, from http://psychcentral.com/lib/2007/characteristics-of-borderline-personality-disorder/

Osada, Mikaka. (2011). Borderline Personality Disorder. Retrieved from http://www.borderlinepersonality.ca/dbttreatBPD.htm

Boundaries A Casebook in Environmental Ethics

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Introduction

Issues pertaining to nuclear energy have always brewed contention. This is especially having in mind that one of the key problems in the current generation is energy. The book, “Boundaries: A Casebook in Environmental Ethics” offers a comprehensive analogy of issues pertaining to nuclear energy and environmental concerns. When nuclear energy was first discovered, it seemed to solve the problem of pollution to the environment. This is because it did not have any emissions. However, it comes with various other problems especially pertaining to the disposability of the waste produced during nuclear energy production. This is because of the highly radioactive nature of the waste. Evidently, the production of nuclear energy comes with obvious advantages. Not only will it fill the energy deficiency but it will also ensure that the energy comes at a low cost. While all states are willing to participate in partaking the benefits of the nuclear energy, they are lost as to how and where they should dispose the waste. Scientists have identified Yucca Mountain in Nevada as an ideal place where the waste can be disposed off.

However, there are questions as to the safety of the materials not only for the current generations but also future generations. As David in the passage argues, there are no scientific findings that have proved that the waste will be detrimental. However, Nawaraj notes that the absence of evidence does not mean that it is not there. David and Stephanie feel that, the current generation is the most appropriate as far as making decisions as to radioactive waste disposal is concerned. In essence, they feel that the disposal of the waste in holes drilled would be appropriate. However, Nawaraj feels that such methods of disposal would be shifting the risks to the future generations while the current generations share the benefits. He feels that such an action would be unfair to the future generations, and no amount of compensation would be sufficient to cover for the ills visited upon them by the current generation. Nawaraj feels that, the most appropriate way of disposing the waste is by storing it in monitored and retrievable storage sites that are situated all over the country. As time goes by, the new technologies will be developed dealing with the waste in better ways than the ones proposed. In addition, it would give future generations a choice as to the ways or methods in which it solves the problem.

This chapter comes up with an all-inclusive analysis of the issues pertaining to nuclear energy, as well as the contentious issues. It gives a history of the production of nuclear energy, its advantages and its disadvantages. It mainly concentrates on disposal of the radioactive waste, the solution proposed as to burying the waste in Yucca Mountain, and the ethical issues. This disposal method is examined comprehensively, and its flaws brought to light in a commendable manner.

However, it is worth noting that the chapter does not provide the way forward as far as the disposal of radioactive waste is concerned. The alternative proposed comes with loopholes as to its being misused by dictators in the future, with the only advantage being that it allows the future generations to choose the best way to dispose the materials. In my opinion, the chapter only criticizes the current method based on morality and indebtedness to future generations. In addition, it provides no feasible ways of disposing the materials. For example, recycling would have come off as better than the methods proposed.

Works cited

Gudorf, Christine E.; Huchingson, James E. Boundaries: A Casebook in Environmental Ethics. Georgetown University Press. (2010) Kindle Edition.

Brand congruence is a concept that relates to positioning and brand equity when it comes to the target market

Brand Effect

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Abstract

Brand congruence is a concept that relates to positioning and brand equity when it comes to the target market. Among the world’s major companies, some depict high congruency levels while others show low congruency levels. Their orientation in terms of congruency levels seems to be informed by varying aspects. However, all firms irrespective of their congruency levels need to revisit their strategies with regard to differentiation and ensure that they are using best strategies given their specific context.

Introduction

Creating a brand that consumers can identify with is one of the key things in the success of any firm. The positioning of a brand and enforcing brand equity can go a long way in determining a firm’s success. Different firms have varying degrees of congruency which influence their target market. With a good understanding of their unique contexts, firms can be able to determine the kind of marketing and positioning that can help them grow their market base and develop further.

Brand Positioning

On the other hand, positioning is a crucial component during the launch of firm or its product in to the market. It helps paint a clear picture of the product’s image in the mind of the target customer. The concept of congruence is important when talks of position a product. With the positioning of a product in the market, there is need for congruence to take effect top ensure that the product remains relevant in the market. For a firm to maintain the view consumers have of the brand it has created, it needs to ensure that any mistakes or activities that may raise doubts in the minds of consumers are avoided completed. A simple action such as recalling of some of its products due to concerns of defectiveness can cause panic among consumers making it experience an immediate and unprecedented drop in sales. Such a situation may be hard to recover from and lead great losses with far reaching consequences that may prove difficult to recover from.

Brand equity

In building any business, brand equity is critical a component. Firms that are able to successfully build brand equity comprehend its significance to the bottom line (Knox, 2004). Building a positive, brand equity takes patience, a lot of effort, and time. One of the most important aspects in relation to brand equity is congruence. A firm should strive to maintain a positive brand experience for its customers. Congruence is important in retaining a firm’s current customers as it strives to acquire new ones and grow its market share.

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Both positioning and brand equity involve creation of a cetain image in the mind of a target consumer as opposed to physical appearance that a company puts on its product. Once a firm successfully positioned its product in its target market, it creates a brand equity from which it stands to benefit immensely provided there is congruency. A company needs to be careful about its future decisions regarding various aspects of its products such as pricing and packaging. Such factors will influence the products performance, media recommendations and references among others (Severi & Ling, 2013). However, congruency does not imply that a firm employs the same strategies that have worked for it before in the hope that consumers will still have the same view of the product. Consumers’ tastes and preferences change over time and as such firms need to be updated at all times about the specific changes in the needs of its target market. Consumers have the power to choose what to believe in. With the stiff competition experienced in various markets nowadays, it presents firms with the challenge of congruency that calls for innovativeness in the way they present their products to the market.

Brand congruency varies from one firm’s product to the next with some depicting high brand congruency while others show very low brand congruency. Companies with high congruency tend to create a certain strong and attractive image regarding their product (Parker, 2009). This means that a consumer who comes across any of its products attachés the same value as that of any other of its products. In the case of brands with low congruency levels, customers have varying perceptions when it comes to each of their products since the firm tends to produce different goods for different markets with quality and price varying with each item. In such cases, it is up to the relevant firm to provide customers with the specifics regarding each products quality, features and prices. Examples of firms that show high brand congruency include Apple Inc, Mercedes Benz and Microsoft. On the hand, some of the major companies with brands showing low congruency include Samsung Corporation, Huawei Inc. and Toyota limited.

Looking at Apple’s products, it is for one to take note of the high degree of congruency. All their products bear a similar logo and appearance irrespective of the markets for which they are intended. All their products are of high quality and expensive most of the time considered a luxury meant for the high end market. The products also use similar software. Mercedes Benz and Microsoft products also have various aspects of similarity in their products always choosing to maintain certain quality standards and feature so that their customers always know what to expect (Parker, 2009). Samsung products on the other hand vary tremendously especially when it comes to their range mobile phones. They range from simple cheap phones to the high end sophisticated ones with a numerous features and applications. Another important factor in their congruence is the design of their products. They seem to produce similar products in terms of appearance but of different quality for different markets. The kinds of phones they sell to African markets are of inferior quality compared to the ones they sell to the Western markets. Huawei products depict trends similar to those of Samsung when it comes to its range of cell phones products. Toyota limited produces cars that also vary greatly with regard to different features and in terms of functionality.

There are several key elements in creating brand value for customers. One of them is impression. A customer needs to like whatever the product is offering and be attracted by it in them to make a purchase. The second element is responsiveness of the product to customer’s specific requirements. A firm needs to tailor its product to the customer’s specifications. The third aspect is that of interaction which implies that the product is should be able to deliver on the promises it makes to its consumers (Parker, 2009). The last key element in creating brand value is resilience. Customers need assurance that the product minds their future and it will able to adapt to changes that come along the way.

Recommendations

The three companies with high congruency levels should do a proper research on their markets to make use that they are not locking out customers who could contribute immensely to their growth. On the other hand, those with low congruency levels should rethink their strategy and find out whether approach to product differentiation is the best or may be if increasing their congruency levels will make things better for them.

Conclusion

Clearly, the proper positioning of a brand with respect to its brand personality is a significant source of differentiation for firms. Sometimes there exist a link between the personalities of brands and human personality traits. The managers of the three products depicting high congruency levels seem to understand the strong image that their consumers have of their products and have set certain limits with respect to the quality and features of their products.

References

Knox, S. (2004). Positioning and Branding Your Organisation. Journal of Product & Brand Management, 13(2), 105-115.

Parker, B. T. (2009). A Comparison of Brand Personality and Brand User-imagery Congruence. Journal of Consumer Marketing, 26(3), 175-184.

Severi, E., & Ling, K. C. (2013). The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity. Asian Social Science, 9(3), 48-63.

Brand Personality Presentation Grading Guide

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Brand Personality Presentation Grading Guide

MKT/435 Version 7

Consumer Behavior

Copyright

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Individual Assignment: Brand Personality Presentation

Purpose of Assignment

Understanding the concept of brand personality helps a company develop and maintain relations with consumers. Brand personality can even explain how consumer-brand relationships impact consumer behavior. Reviewing a current ad and its relationship to a brand’s personality allows for an examination of the role of consumer emotions, motivation, and perception on brand image.

Resources Required

Consumer Behavior, Ch. 10, Figure 10.2, p. 369

Grading Guide

Content Met Partially Met Not Met Comments:

The student finds an ad (digital or non-digital) that communicates a strong brand personality.  

The student describes the brand personality in terms of the dimensions in Figure 10-2 (p.369 in your textbook). The student describes the various techniques used in the ad and how that links to the personality they are communicating. The student reviews what traits are good to have in a brand personality. The student analyzes how this brand personality impacts competitive positioning. The student reviews how the ad impacts their belief in the brand or impacts their motivation to purchase from this organization. The presentation is 8 to 10 slides with speaker notes, and is appropriate for the audience. The presentation includes relevant media and visual aids that are consistent with the content. Total Available Total Earned 7 #/7 Presentation Guidelines Met Partially Met Not Met Comments:

The presentation is laid out with effective use of headings, font styles, font sizes, and white space. Intellectual property is recognized with in-text citations and a reference slide. The presentation includes an introduction and conclusion that preview and review major points. Major points are stated clearly; are supported by specific details, examples, or analysis; and are organized logically. Rules of grammar and usage are followed including spelling and punctuation. Total Available Total Earned   3 #/3 Assignment Total # 10 #/10 Additional comments:

Briefly outline the concepts of supply chains and distribution channels with reference to theory.

Name

Professor

Institution

Completed the part D&E of the whole essay

Date

1) Briefly outline the concepts of supply chains and distribution channels with reference to theory. 

While supply chain is a new concept, it is relatively older than people can imagine. However, initially, the concepts and practices were not clearly spelt out as it is now. Most of the activities were carried out in an ad hoc manner (Lavassani, Movahedi, & Kumar, 2009, pp. 85–98).

Integration of distribution and warehousing (logistics)

The concept of supply chain in the company has evolved over time. Most of the segments of supply chain were loosely interconnected. However, as the company developed it had to integrate the logistics, distribution and warehousing together to take advantage of efficiency that supply chains provided. When the company realized that, it had to upgrade its operations due to efficiency brought about by the integration. The company decided to merge the two concepts to form logistics. This made the border between warehousing and distribution became transparent. However, the two ends were still loose, and the management tries to consider making the links stronger and increased the level of resource sharing. This was also coupled with reduced costs and time to market. This was the beginning of evolution in the company (Mentzer, et al, 2001, pp. 1–25)

Integration if logistics with production and purchasing

The company later decided to optimize the advantages of integration. The company integrated purchasing, distribution, warehousing, and production. The concept worked out right, and the saving was exceedingly. The four functions were integrated, and the core activities under each concept were conducted under the same roof. This was the birth of supply chain in this company. The company managed to align the separate function in the sequence bellow:  

Leveraging lean and agile

The concept made the company too agile. This is one thing the company has been searching for, the supply chain concept provided the agility required by the company and the company optimized its supply chain concept and leveraged its production to achieve the required competitive age. However, this conceit is long overdue in the company. This has also contributed to the company profitability as the company became more agile. The demanding market and growing competition made the company more profitable due to its agility. The comment managed to increase its product lines and categories (Larson, &, Halldorsson, 2004, pp. 17-31).

According the to Kouvelis, Chambers, &, Wang, (2006, pp. 449–469), the volatile and less predictable market just made competition better, and visibility of the company amidst the masses was achieved through agility and leanness

Lean concept

The modern SCM in companies must be lean; the concepts of leanness help the company to hold the required stock only and assets that can slow down the response time and increase cost are shed. These concepts offer sufficient service levels that can meet growing demand in companies. As a product portfolio, companies must know how to valance between lean and agile. By fine tuning, this company achieves an optimal product portfolio. The different production, which is in the company portfolio, must be treated accordingly (Movahedi, Lavassani, &, Kumar, 2009, pp. 75–88).

characteristics of a contemporary Supply Chain concept

Lean: The company aims at forecasting at the generic level

Economic order Quantities

Maximized efficiencies

Agile: Demand driven operations

effectively Localized Configuration

Maximized effectiveness

 Then backbone of stable agile and lean supply chain is operations efficiency that brings about6 sustainable competitive advantage. This is based on the supply chain concept that offers a sufficient service level in the face of growing demand

 (2) Identify and describe the supply chain and distribution channels for your chosen manufacturer using evidence from secondary sources. Depict the supply chain and distribution channels using a flow diagram*. 

The supply chain and distribution channels of the manufacturer are extremely lean with most of its products ordered based on an economic order quantity. In this concept, the company only orders goods when the stock reaches a certain level (reorder level) and only orders a specific quantity of god (reorder quantity). The company also allows a certain duration of time beyond, which the operation of the company can be adversely, affected (lean time) and slack. From the diagram below, it is quite open the company depends on the benefits brought about by agility and leanness. The company balanced between the functions and is likely to achieve a high service level, that doubles also as a source of competitive advantage. Leveraging the service levels to achieve a competitive edge is crucial to the company’s bottom line (Ketchen, & Hult, 2006, pp 573-580).

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The company operations are also geared at maximizing efficiency of just in time, so the company does not have to stock more goods than necessary. While it is healthy to assume that the company is effectively exploiting its agility, there are ideas that the company still need to sort out. However, the operations of the company ate mainly demand driven and the company gears at maximizing its effectiveness in distribution of its goods

3. Service Aspects of HTC Smartphone

Service aspects of HTC Smartphone, should demonstrate the ability of the product to generate future purchase intentions in the industrial and technological markets. The telephone industry offers the most important forecasts of future product purchase intentions. The service aspects that will enable HTC Smartphone future sustainability can be identified as increased functionality, ergonomics, upgradeability, embedded intelligence, user friendly, incorporation of intelligence and information gathering and processing, among others. The general global trend innovations in cell phone industry is fast growing, and dynamic markets are being developed, creating new perceptions for Smartphone.

A sustainable product or service development is a pragmatic approach in the telephony industry that encompasses a wide range of offerings, which call for strategies that maximize on environmental and social performance in the innovative efforts of a telephone company. Therefore, HTC should continue to maintain the lead in creating and improving innovation, in terms of developing high end Smartphone with improved sustainability performance and practical use for the emerging markets. The emerging market will be composed of knowledge based consumers and therefore, intelligence and other high functional value needs to be added to all phases in the design, production, service, and end life of product chain of Smartphone. Microsystems may be incorporated to provide innovative customized solutions for social and environmental problems, that could add up to resource saving.

Service Improvements

The service improvements suggested for HTC Smartphone should revolve around the phones becoming more powerful as software is scaled to them. More attention should be shifted on cloud computing programs and applications, ability to load fewer programs leaving greater space for data, movies, and games. This will appeal to the ever changing market dynamics for both business users and gamers. More innovations should be expected on the Android Operating system which has proven big for business as well as fun. Development of weirder applications to make Smartphone completely interacting with the user. For example, faking a conversation, knowing what the user wants to do, incorporating the phones use with other devices such as cars, office operations, machines, and so on. The current HTC Vivid should be spiced further in terms of improved aesthetics by design. More variety of stranger applications like a Smartphone being able to measure one’s moods, interacting with cartoon multimedia, and loving one’s enemies.

Service Improvements in Relation to Distribution Channels

Appropriate distribution channels and demand creation for HTC Smartphone are necessary to overcome competition pressures. The distribution strategies for service improvements for HTC smartphones are; the customers can download applications through their phones or other application stores. This may be Android Market Place where customers have access to services through downloadable application. The second distribution channel will be a web interface should be given to customers with traditional phones, where they can create accounts and access the services through text messages, free subscription supported by advertisements with options for the customer to upgrade. The third would be the preferred social media application to provide another interface through which users; both business and young people can create and manage their accounts.

The demand creation would include promotional goods to promote the brand like phone cases, and free service trials. Viral marketing to increase the number of early adoption users, for example, free versions that use referral systems with advertisements on each. Text messaging to people on the customers’ contact list inviting them to try out the new service. Social media to maintain a presence of HTC to post advertisements.

These improvements are necessary because of the increasing competitive pressure; HTC should yearn for product improvements that secure customer loyalty by addressing the entire customer experiences. This will enable HTC to lead in lower costs and more choices for end users. Smartphone customers expect creative developments on demand access to phone services, web, innovative applications, social media, and video.

Part E: Reflective Statement

The reflective statement on the marketing and business operations is the integrated ability to define service aspects of a product or service for sustained future purchasing intentions in the industry. The module enables students to gain firsthand experience of operating a business in the telecommunications sector, providing a seamless transfer from the classroom to the actual business world. The conceptual range of procedures to demonstrate distribution chain channels for Smartphone with reference to theory and procedures for solving particular problems

The depiction of supply chains and distribution channels using flow diagrams, and relating service improvements with distribution channels for a product or service, greatly imparts on understanding, and implementing appropriate business decisions for the future life of a product or service. The learning outcomes from the module lectures contributed to the development of the business idea for the integrated assignment in immense number of ways. Firstly, the understanding of supply chain and distribution channel concepts is important in the ability to relate the service improvements recommendations to flow logically in the expected future design developments of Smartphone. This translates to studying options available for Smartphone functionality, ergonomic, upgradeability, embedded intelligence, user friendliness, intelligence, information gathering, and processing.

The product life cycle is also very important in this particular assignment because it enabled the student to understand that innovation is a core element that organizations must have, in order to survive in the ever changing market place. The customers’ preference to a particular product or service revolves around quality, simplicity, economic status, education level, and other internal and external variables.

Some of the aspects that can be done differently is thinking out of the box, especially on service improvements that have a direct impact on the supply chains. Thoughts, of the most weird and strange applications will have a great positive impact on mitigating the pressures of competition and innovation efforts from competitors, so that the HTC Smartphone to gain a wider market share in the UK and the whole world for a long time to come. Generally, the learning modules are very relevant to the work situation, provides a practical and theoretical knowledge to pertinent issues in business and marketing.

Bibliography

Ketchen Jr., G., & Hult, T.M. (2006). Bridging organization theory and supply chain management: The case of best value supply chains. Journal of Operations Management, 25(2) 573-580.

Kouvelis, P.; Chambers, C.; Wang, H. (2006): Supply Chain Management Research and Production and Operations Management: Review, Trends, and Opportunities. In: Production and Operations Management, Vol. 15, No. 3, pp. 449–469.

Larson, P.D. and Halldorsson, A. (2004). Logistics versus supply chain management: an international survey. International Journal of Logistics: Research & Application, Vol. 7, Issue 1, 17-31.

Movahedi B., Lavassani K., Kumar V. (2009) Transition to B2B e-Marketplace Enabled Supply Chain: Readiness Assessment and Success Factors, The International Journal of Technology, Knowledge and Society, Volume 5, Issue 3, pp. 75–88.

Lavassani K., Movahedi B., Kumar V. (2009) Developments in Theories of Supply Chain Management: The Case of B2B Electronic Marketplace Adoption, The International Journal of Knowledge, Culture and Change Management, Volume 9, Issue 6, pp. 85–98.

Mentzer, J.T. et al. (2001): Defining Supply Chain Management, in: Journal of Business Logistics, Vol. 22, No. 2, 2001, pp. 1–25

Simchi-Levi D.,Kaminsky P., Simchi-levi E. (2007), Designing and Managing the Supply Chain, third edition, Mcgraw Hill

Bruner’s book, Making Stories Law, Literature, Life

Name of the Student:

Name of the Institution:

Date:

Making Stories

Human life is full of stories according to Jerome Bruner especially those that touches on our interests and businesses. It is true that people sometimes associated themselves with some story which had attracted their attention somewhere and can work for their favor. It does not matter the depth of truth about such stories, but they are related to what has happened, what is happening or what we expect to happen to our lives. We, as human beings survive on motivations, inspirations and encouragements to soldier on in our daily endeavors because life is what you make it. To make sense of the stories, we must therefore relate them to some aspects of our lives. We might be living in narratives yes or might be defined by them because our lives are full of stories, stories of ourselves. In this case, we are good at telling stories about ourselves, more than any other person else.

Therefore, Bruner’s book, Making Stories: Law, Literature, Life reminds me of some of the decisions that I make based on some stories I know somewhere that was related to the same situation I am at a particular moment. We are naturally awarded with different capabilities and strengths. This means that nobody has nothing to tell about him or herself in terms of the achievements or what we are aiming to achieve. The picture of what we are or what we want to be is always very alive in our minds. Children or grown ups, we all have dreams, dreams which in most cases are like narratives. We create them to formulate the details of our lives. These dreams are like salt to our lives according to Bruner’s book.

In education, the search for knowledge has actually discounted events in the mind of every scholar to future expectations in life. The art of learning is a very dynamic system and every subject, topic, lesson or degree leads to some professionalisms. In this case, students will always pass by imaginations, ideas or assumptions which are visualized in their minds. The information about what they perceive will be based on self understanding. This is an example of a case whereby self-creation comes in. Self creation in the narratives might not be accurate or realistic, but there will always be extreme points in the narratives we say about ourselves. Pride and positivity are full in what we create about us in our memory because nobody would want to be associated with failure.

In professions like law, the book acknowledge the fact that prosecutions and defending teams in a legal case may be upgraded to extents of new words that might posses different meanings and perceptions based on the idea of narratives. In medicines too, for the doctor or the clinical officer to actually learn and know how to treat their patients, they have to do that by the help of the narrative which will be given by their patients first which they will listen to. Narratives will therefore even affect our health and professions.

Bruner’s book acknowledges the fact that humanity is weakened by falsehood and no good life can be made out of that. It affirms that every recall consciously comes with some changes and altered implications. Finally, the book summarizes that more recalling, and narrating about oneself will always drive you away from the truth and understanding of what you really are.

Work Cited

Bruner, Jerome S. Making Stories: Law, Literature, Life. Cambridge, Mass. [u.a.: Harvard Univ. Press, 2003 (25-61) Print.

Buddhist World of Southeast Asia

(Name)

(Instructors’ name)

(Course)

(Date)

The Buddhism Temples

Buddhism is a growing religion, and there is evidence to show that many people are embracing it. Since the last three decades, a lot of literature has been published concerning Buddhism temples. The temples where Buddhists conduct various spiritual functions are found all over the world. Also, many researchers have been involved in publishing a series of journals and books concerning this matter. Most of the publications dealt with the religious expositions and personal experiences of Buddhist practitioners. Currently, the research is focused upon providing information regarding Buddhist temples.

In the book, ‘Buddhist World of Southeast Asia’, information is provided concerning in homelands located in Theravada, by the author Swearer. The author gives evidence concerning Southeast Asia’s Theravada Buddhism. He believes that the religion is dynamic and has complex practices and thoughts. The latter is due to the various histories, societies and cultures involved in Buddhism. Swearer claims that “women now have a role in the Buddhist society” (Swearer, 1995. 56). Women can now visit Buddhism temples without being denied entry or being discriminated against. The book focuses mostly on three key aspects, which are all interrelated. The first aspect is Buddhism ritual occasions, festival celebrations, rites of passage, as well as legends and myths. Secondly, he gives an over view of the relations, which exist between the state and Buddhism. Lastly, there is mention of how Buddhism has transformed over the years.

According to an article by Sandra Bell, Buddhism has spread to various parts of the world, and Britons have also embraced it. Theravada Buddhism has expanded to regions, which were mostly known as being Christian. In fact, in Britain, many people are converting and becoming Buddhists. Furthermore, the Buddhists have even built temples, and can be viewed in various parts of Britain. The article gives an illustration of how the British have modernized the Buddhism temples. The author believes that a lot of creativity has been put towards ensuring that the temples please Buddha. Bell claims that “ingenuity is being used in building the Buddhism temples” (Bell, 2000. 23). This shows that she is satisfied with the creativity that Britons are using in coming up with exquisite temple designs.

In the book ‘The spiritual legacy of Shaolin Temple: Buddhism, Daoism, and the energetic Arts’, a lot is mentioned concerning Buddhism temples. The authors Johnson Alan and James Andy enable readers to be aware of what takes place in Buddhism temples. It is believed that martial arts developed in temples used by the Buddhists. They show how the Buddhism temples provide a conducive environment for traditions, which are energetic, martial, as well as spiritual. The authors also show how the Buddhism religion has evolved in terms of individuals, society, as well as its culture. They claim that “the temple has an environment, which is calm and accommodating” (Johnson & James, 2001.112).

Lastly, the authors Carbine Jason and Reynolds Frank have come up with an intriguing book known as ‘The life of Buddhism’. Various scholars on Buddhist issues have presented essays in this book regarding the life that is led by Buddhists. It mostly focuses upon Buddhist adherents and their actual behavior, while engaging in their religious practices. Carbine and Reynolds make available information regarding Buddhist traditions and the existing variants. They are mainly the Vajrayana, Mahayana and the Hinayana branches. They also take an approach, which is wide, when examining Buddhist traditions (Carbine & Reynolds, 2000. 217).

Work Cited

Swearer, Donald. Buddhist World of Southeast Asia. New York: State University of New York Press, 1995.Print.

Johnson, Alan. & James, Andy. The spiritual legacy of Shaolin Temple: Buddhism, Daoism, and the energetic Arts. New York: Wisdom Publications, 2001.Print.

Carbine, Jason & Reynolds, Frank. The life of Buddhism. California: University of California Press.2000.Print.

Bell, Sandra. Being Creative with Tradition: Rooting Theravada Buddhism in Britain. Journal of Global Buddhism, 2, (2000). p.23.