How do dinosaurs become extinct Research Paper Example | Topics and Well Written Essays - 2250 words

How do dinosaurs become extinct - Research Paper Example Extinction gets certified when there is no surviving individual that is able to create a new generation through reproduction. Functional extinction describes this state where only a countable few specie members survive, and can neither thrive nor reproduce. This could be as a result of age, lack of representation of both sexes and poor health and distribution. The actual point of extinction is difficult to identify due to the larger potential range that a species has, and the determination of extinction is usually done retrospectively. Dinosaur is a term that gets used to refer to a wide variety of chiefly terrestrial, carnivorous and herbivorous reptiles of the now extinct Ornithischia and Saurischia orders that thrived during the Mesozoic Era. They are thought to have been the biggest known land animals that shared a specific common anatomy. True dinosaurs had legs ankles and hips somewhat structured like a bird’s, such that the legs were mobile under the body and not outside like present lizard species. Sir Owen Richard formed the name dinosaur in 1841 to identify the remains of extinct reptiles. The name dinosaur originated from the Greek word deinos which means fearfully terrible, and sauros, which means lizard. Many explanations have been given, some of which have been convincing, about the extinction of dinosaurs. These explanations range from disease, volcanic eruption, asteroid impact, and climate change, which is the most supported of all theories (Page 56). II CASE PRESENTATION A. ASTEROID IMPACT THEORY The Asteroid Impact theory gets used by many scientists to explain the disappearance of dinosaurs from the face of the earth. As such, several variations of this theory exist, some of which are largely similar with minor differences setting them apart. The asteroid extinction theory gets sometimes referred to as the K-T Asteroid Theory, and the Alvarez Asteroid Impact. All these theories vary marginally, but are all centered on a single event though to have prematurely destroyed most of the life forms on earth dating back 65 million years ago (Norman 77). The asteroid theory got first fronted by the father son team of Walter and Luis Alvarez in1978. Walter and Luis analyzed sediment sam ples collected in the 1970s at the K-T layer close to the town of Gubbio in Italy. The tests revealed high concentrations of the element Iridium, rarely found on earth, but found in abundance in meteorites. Upon analysis of more sediment of K-T boundary strata from other regions of the globe, high concentrations of Iridium got recorded, as well. Guided on the basis of the average sediment thickness, team Alvarez suggested that a large comet or asteroid, perhaps several miles in diameter would be needed to spread as much Iridium as was recorded all over the earth. The impact of such an asteroid hitting the earth would be a massive explosion, massive fires and total annihilation of whatever life existed then, dinosaur inclusive (Parsons 95). A crater, partly submerged in water and worn down, got found along the Mexican Yucatan Peninsula whose creation largely coincides with the K-T boundary. Scientist from the world renowned National Aeronautics and Space Administration estimate that the Chicxulub Crater as it is currently known would have gotten formed as a result of the action of a 6 to 12 mile diameter asteroid. The crater is currently about 130 miles wide (Debus 66). Scientists from the Southwest Research Institute in Colorado have traced the asteroid path back into space. Their calculations revealed that a collision between an asteroid that was 100 miles wide called Baptistina, and another asteroid of relatively small size out beyond Mars’

History of networking Essay Example | Topics and Well Written Essays - 2500 words

History of networking - Essay Example The said necessity can be attributed to the advent of the computer technology since stored data in different units of are needed to be shared within a local are or to another remote located. The said need that been realized through the onset of the different networking technologies that made data management faster and more efficient (Morley and Parker, 2009, p.322). The study is aimed to present the history of networking technologies by discussing the chronological development of the different systems that contributed to the present utilizable networking tools. Toward the Development of the Connectionless Computer Networks 1960s: 1. Development of the ARPANET The ARPANET is one of the first networking technologies considered as the precursor of the internet technology. It had been developed in 1969 by a group under the United States Department of Defense known as the Advance Research Projects Agency (ARPA) and known as the ‘first operational packet-switching network’ (St allings, 2007, p.25). ... The original ARPANET design can be seen in Figure 1. From the said circle of users and groups connected to the ARPANET, the number of hosts grew to hundred millions and the number of users grew to billions. In 2007, there are 200 countries that were connected to the network (Stallings, 2007, p.25). From the said official use, the utilization of the system extended to college students. Thus, the ARPANET at that time was being applied for military purposes and for the exchange of information among the groups included in the circle. Through the inclusion of the students, though, a new purpose had been born considered as unintended. Computer games began during that time (Morley and Parker, 2009, p.322). Figure 1. Original ARPANET design. (Source: Tanenbaum, 2003, p.52) Basically, the networks continued to expand through the years. It became massive that it included the different types of hardware from the earliest to the latest such as the ‘DOS-based computers, the Windows-based co mputers, the Apple Macintosh computers, and the UNIX systems. The evolution, development and connection to the ARPANET can be considered as the early stage internet that the world has today (Morley and Parker, 2009; Stallings, 2007). The ARPANET uses the technology contributed by the different participants in the group such as the European networks including Cyclades in France and EIN. This collaboration led to the main system used, which was the Transmission Control Protocol (TCP) and the Internet Protocol (IP). The protocol suite then became TCP/IP, the main foundation in the development of the Internet (Stallings, 2007, p.26). 1970s: 1. Development of the System Network Architecture (SNA) The SNA which had been launched in 1974 was developed by IBM. It is a layered

Theoretical Perspectives Within Psychology

Theoretical Perspectives Within Psychology Showing a greater understanding for the different theoretical perspectives within psychology, brings the psychologist or scientist closer in understanding the complexity of human nature and the variety of personalities within society. This paper will focus on 6 of the perspectives [see appendix 1 for a list of theoretical perspectives]. The different theoretical perspectives of psychology have come to exist through the works of different schools of thoughts, who have worked on assessing behavioural patterns as well as human nature. Each of these areas have focused on the byzantine human mind in a number of different ways, through the process of employing a range of methods to analyse the brain and human mind. This has revealed remarkable details of the different human personalities. One of the important theoretical perspectives is known as the cognitive approach/Learning. This field has been influenced by John Watson and his Baby Al experiment, Skinners rat experiments (operant conditioning) and Albert Banduras social cognitive theory and experiments. Because the cognitive approach is scientific, psychologists within this field typically use laboratory experiments under strictly controlled conditions, to study behavior, which critics argue lack ecological validity. Behaviourists have criticised the cognitive approac h, because they believe individuals are born a blank slate, and not with cognitive functions like perception and memory. Finally, it does not always place importance on the physical and environmental factors when determining behaviour, like biological psychology and behaviourism do. In the 1960s Albert Bandura discovered that learning is sometimes possible without reinforcement, if the learner observes the behaviour of others and imitate it. Psychodynamics, proposed by Sigmund Freud, came to exist to describe the processes of the mind as flows of psychological energy within a complex brain. Freuds theories were clinically derived, as they were based on what his patients told him during therapy. This area studies the interrelationship between personality and the mind, by focusing on the conscious and the unconscious entities of the human mind. Based on Freuds beliefs, ego lies at the core of all psychological processes, where human behaviour displays the emotional processes active within a individuals mind. Freuds psychoanalysis was the original psychodynamic theory, but overall the psychodynamic approach includes all theories that were based on his ideas, established by Adler (1927), Erikson (1950) and Jung (1964) (Simply Psychology (2007) [online]). Within medical praxiss, psychodynamic therapies rely upon a theory of inner conflict within an individual, wherein repressed behaviours and emotions come to the surface in t he patients consciousness. The psychodynamic therapist would usually be using this approach to treat the patient for depression or anxiety related disorders. The greatest criticism of this approach is that it is unscientific in its analysis of human behaviour, as the theories are subjective; one cannot scientifically test the unconscious mind. Also, when reading about his research it becomes clear, that his case studies focused, in detail, on individuals who were often middle aged women from Vienna. Thus, the psychodynamic perspective becomes unfalsifiable because the theories cannot be empirically investigated. Biological psychology can be defined as followed: [à ¢Ã¢â€š ¬Ã‚ ¦] the study of behavior and experience in terms of genetics, evolution, and physiology, especially the physiology of the nervous system. (Helium (2009) [online]) Thus, one can state that the biological perspective uses biology as an approach to understand animal and human behavior. It is important to realise, in order to understand how psychology and biology can coexist, that animals and humans have the ability to evolve as a result of their environment in order to secure their survival. Thus, they can change to better adapt their new surroundings, which is an important factor. This area is relevant to the study of psychology in the following way. The comparative method, looks upon comparing and studying different species, which in the end can give us knowledge in understanding human behaviour. Physiology focuses on the nervous system, comprising brain and spinal cord, and the endocrine system, comprising a number of ductless glands that secrete hormones into the bloodstream influence mental processes and behaviour in humans and animals. Many biological scientists today believe that these structures are actually the source of conscious awareness and that they do not just shape consciousness (William James [n.k.] [online]). One of the fundamental biological processes, which have important implications for psychology is genetic transmission/inheritance, ie. the nature-nurture problem relies heavily upon what geneticists have revealed that can be given from parents to offspring, and how genetic factors can intermingle with environmental factors. Each of the ab ove mentioned aspects, the comparative, the physiological and the genetic can all contribute to explaining human behaviour. Through research on the nervous system, scientists have been able to analyse brain functioning under a range of conditions, while also being able to map its relationship to human psychology. Hence, behaviour is regarded as a result of biological and biochemical processes. It is evident that this perspective has expanded significantly in recent years as the technology used to study the nervous system and brain has gradually become more advanced. MRI and PET scans are daily used to look at the effects of drugs, diseases and brain damage, and study its effect on cognitive functioning and general behaviour. Criticisms of this theory are, amongst others, that it often uses a reductionist approach because it specifically focuses on neurological processes. Also, it does not take other possible explanations of behaviour into account like cognitive processes or the impact of the surrounding environment. The biological approach supports a number of theories that originally establish and create d the physiological/biological perspective. Dualism, first used by Descartes, argues that the mind and body are separate entities, but that they interact via the pineal gland in the brain, however today most psychologists ignore this assumption. Materialism believes that the body and mind are the same and further argues that all behaviour is based on physiology, because the mind appears to exist in the brain, thus all feelings, behaviours and thoughts ultimately have a biological and physical cause. Also, they believe that behaviour has a genetic basis, because genes have evolved over millions of years to adapt behaviour to the environment. Heredity, focuses on the biological transmission of personal characteristics from one generation of individuals to the next. Natural selection is: [à ¢Ã¢â€š ¬Ã‚ ¦] a process resulting in the survival of those individuals from a population of animals or plants that are best adapted to the prevailing environmental conditions. The survivors tend to produce more offspring then those less well adapted, so that the characteristics of the population change over time, thus accounting for the process of evolution. (World English Dictionary (2009) [online] As an admirer of Charles Darwins theory of evolution, Dr. Louis Leakey believed studying chimpanzees might bring great insight into our own evolutionary past, and helped fund Jane Goodalls field research with Gombe chimpanzees in 1957. Here she discovered, as expected, that chimpanzees exemplify behaviors similar to that of human cultures around the world. Adult behavior is reflected in the infants; not transmitted genetically but culturally, as variations occur from one group of chimpanzees to another, like scientists assume also occurred with our distant human ancestors. (Leakey Foundation (2012) [online]). Chimpanzees in certain parts of West Africa crack open nuts with a piece of wood. Others use a stone, or place the nuts on a wood or stone anvil first. Chimps in other areas dont use any such tools, although theres no lack of wood, stones, or the same kinds of nuts. On the west side of the Sassandra River in the Ivory Coast, nut-cracking is popular. No chimpanzees do it on the east side of the river, although the two groups are closely related genetically. Researchers use such criteria to rule out the possibility that nut-cracking behavior is inheritable. (The Harvard University Gazette (1999) [online]) When looking upon a biological model, one may find The Medical of Abnormality model, which has been of great importance to the psychiatric profession the past one hundred years. This model operates from the belief that mental illnesses resemble physical illnesses, thus they can equally be diagnosed and treated: Just as physical illnesses are caused by disease producing germs, genetic factors, biochemical imbalances or changes to the nervous system, it is assumed that this is also true of mental illnesses. (AS Psychology (2007) [online]) A patient with symptoms of depression could be diagnosed with an imbalance of brain chemicals. Because this is viewed as a physical illness, cures could be medication to re-establish the balance of chemicals or in severe cases Electro Convulsive Therapy (ECT) (AS Psychology (2007). A problem with this perception of mental illnesses is that physical illnesses can rely on objective symptoms such as broken bones and blood pressure, whereas mental illnesses produce subjective symptoms, such as hearing voices and depression I am of the belief that if the patients symptoms cannot be measured, the treatment given to the patient can only be based on a judgement of experience by the doctor, hence its general effect is questionable, as most individuals react differently to given situations, and may portray symptoms of one mental illness, but suffer from a yet unknown mental illness. Physiologies influence on behavior Scientists have discovered that there are specific areas in the brain that operate particular behaviors and abilities; i.e. the cerebrum, frontal lobe is concerned with behaviour. Hypothalamus is in charge of sexual maturation, moods and motivation and finally hormonal body processes control the pituitary gland. Thus: Physical damage to the brain (biological) can result in mental disorders (psychological). Psychological factors can be mental disorders, predispositions (which are largely biological), sense of well-being, motivation, perception, cognition, etc. (Yahoo Answers (2009) [online]) One of the major discussions within psychology is the nature-nurture debate, which is concerned with the extent to which particular aspects of behavior are a product of either inherited (genetic/nature) or acquired (learned/nurture) characteristics (Simply Psychology (2007) [online]). (Simply Psychology (2007) [online]) As seen above, some schools of thought believe that behavior can be changed/influenced through physiological influences, where as others believe that everyone is simply born with specific behavioral traits. In studies including rats, the role of the hippocampus in learning and memory has been studied. This can be achieved through surgical removal of the hippocampus from a rats brain followed by an assessment of memory tasks by that same rat. The Maguire study (2000) used MRI technology to scan living brains, and thereby investigate the relationship between the hippocampus and memory. This MRI technique enabled the researchers to gain lots of quantitative and objective data and they discovered that the hippocampus plays an especially important role in processing and remembering spatial and contextual information short-term, which does affects behavior to some extent, when certain things can/cannot be processed or remembered. Additionally, as our knowledge within genetics expands, new discoveries are made. The Human Genome Project for example has focused on tracing types of behavior to particular strands of DNA located on specific chromosomes, but studies within this field have also started with animal experiments, who have set the path for humans: [à ¢Ã¢â€š ¬Ã‚ ¦] the genetic mechanisms of many species (nematode worms, fruit flies, fish or mice) work in precisely the same manner as in humans, and in the mouse there are counterparts for most human genes. (Nuffieldbioethics [n.k.] [online]) Some scientists argue that much of the research in this area is very beneficial, as it can be used to diagnose and develop treatments and therapies for illnesses or problems. The main applications of the physiological approach in modern days, have been the development of anti-depressant drugs, where changing a chemical in the brain causes changes in complex emotions, however known side effects of the drugs are still an issue (Holah [n.k.] [online]). However, treatments excluding drugs and merely focusing on the psychological aspects within depressions also exist. Some of the main treatments include: Mindfulness Therapy; a form of self-awareness training taken from Buddhist mindfulness meditation, focusing on mood regulation and preventing relapses and accepting things for what they are. Cognitive Behaviour Therapy (CBT); people learn to logically look upon their negative thoughts about the world and themselves, and how these negative thoughts affect their mood. CBT perceive negative thoughts as a habit that can be changed. Interpersonal Therapy (IPT); this area aims to change an individuals interpersonal behaviour by enabeling amendments to existing interpersonal situations and roles. Psychotherapies; extended treatment where a bond between a therapist and patient is created, alongside and appreciation and focus on the past and present, is believed to resolve the patients depression. Councelling; here the patient is being helped with problems arising in the family or at work. If the incident is very resent, crisis counseling is sometimes used. Nerrative Therapy; this area helps patients focus on their strengths in past situations and build on their resilience rather than the nagatives. The patient describes his problems as stories, and is helped to discover how these may restrict the patient in overcoming his difficulties in life. (Google Docs [n.k.] [online]) Underpinning concepts within the evolutionary psychology approach The evolutionary perspective focuses on the connection between psychology and evolution, stating that the sole purpose of mental processes is to help survival and enable evolution (Buzzle (2011) [online]). This approach is strongly allied to the biological approach, as they both value the importance of biological factors. One cannot mention the word evolutionary without mentioning Charles Darwin. Although his initial aim was to comprehend the diversity of species in the world, he gradually came to realise that his theory went beyond basic biology, and he eventually set out to establish the evolutionary elements to modern human behaviour. Darwins aim was to uncover the function and structure of the mind, however the basic concept behind the theory of evolution was that all species originate from simple life forms, and these first developed more than three billion years ago, roughly 1.5 billion years after the Earth was created. The theory is based on five key observations and conclusions, which have been drawn from them: 1) Species have great fertility. They make more offspring than can grow to adulthood. 2) Populations remain roughly the same size, with modest fluctuations. 3) Food resources are limited, but are relatively constant most of the time. 4) In sexually reproducing species, generally no two individuals are identical. Variation is rampant. 5) Much of this variation is heritable. (Space Motion (2010) [online]) From reading these observations, one can argue that within environments, individiduals would have to struggle to survive, and not all their young will survive, thus those with the best genes and traits, are more likely to survive so their genes can be passed on to their young, and these can be carried on and combined with other strong traits from other individuals when reproducing. This is also known under the term natural selection, which will be looked at further on in the paper. The moderations to Darwins evolutionary theory came after his passing, thus sociobiology came to be out of the work of evolutionary biologists in the 1960s. Edward O. Wilson (1975) attempted to explain all animal and human social behaviour in terms of evolution and a range of other biological principles. This area concentrated on the evolutionary origins of behaviour, and often implied rigid genetic control. He applied the principles of sociobiology and evolution to comprehend and explain the behavior of social insects and other animals, including humans, and this established sociobiology as a new scientific field. Wilson believed that free will is an illusion, and that behaviour is a combined product of past experiences, heredity and environmental stimuli. Ever since, many principles have been applied to study topics addressed by the social sciences, including psychology. Evolutionary psychologists have criticised sociobiologists for ignoring the crucial part the mind plays in estab lishing the bond between behaviour and genes. Thus, evolutionary Psychology is a side product of sociobiology, however it is also known under the names neo or modern Darwinism. Evolutionary psychology is a method to the psychological sciences, where results and principles arise from cognitive sciences, neuroscience, evolutionary biology and anthropology and these areas are integrated with basic psychology to gain knowledge of human nature. Rose (2000) explains: The declared aim of evolutionary psychology is to provide explanations for the patterns of human activity and the forms of organisation of human society which take into account the fact that humans are animals, and like all other currently living organisms, are the present-day products of some four billion years of evolution [à ¢Ã¢â€š ¬Ã‚ ¦] (Gross, R. (2009) P.31) The purpose of evolutionary psychology is to bring the functional way of thinking about biological mechanisms (immune system) into the subject of psychology, and to approach psychological mechanisms likewise. It is closely related to biology (sociobiology), however key differences between the two are still evident, one of them being the importance of the mismatch theory, supported by the evolutionary approach. This mismatch occurs, when organisms are suited to an ancestral environment, and are brought into a new and changed environment. For instance, more people are annually killed by guns than snakes, however majority of people have learned to fear snakes, more than lizards for instance. One reason could be that snakes were a risk to our human ancestors who lived in a Pleistocene environment, where guns did not exist. Thus, a mismatch is created between our modern environment and our learned- fear reaction from our ancestors. Also, biological principles rely heavily on the present a nd what can be studied today, whereas evolutionary approach compares the past with the present, hoping to uncover unknown information. Some concepts within evolutionary psychology come from general evolutionary theory, also known as evolutionary biology. For instance, what evolutionary biologists have discovered on mating and sexual behaviour, have been discovered through a range of observations and experiments on, for instance, the consequences of altering the parental investments in offspring and seeing what effect this will have on the offspring later on in life. Leda Cosmides and John Tooby, argued that the human brain functions like a computer, hence mental processes act as computational operations, thus a visual image of a spider will lead to a reaction; possibly a reaction of fear of, perhaps, dangerous insects. Therefore evolutionary psychologists argue that human beings and some animals are biologically prepared to acquire certain kinds of fear at different times of their life span. Some scientists argue that our fear reaction to certain animals, can be remains of ancient primate ancestors, who evolved a fe ar response to dangerous animals, and this mechanism has been passed on to the modern human being. Additionally, we may be subject to the same reactions to snakes, as in an experiment where Rhesus monkeys who were raised within a laboratory showed no fear of snakes, however this changed immediately after they experienced a wild Rhesus reaction when exposed to a snake (Google Docs (1998). This was also experienced in the little Albert experiment in 1920 by John B. Watson, where 9 month old Albert was exposed to certain stimuli such as a rat, a monkey, a rabbit, burning newspapers and finally masks, while observing his reactions to these stimuli. To begin with he showed no signs of fear, however after Watson began to hit a piece of metal every time the boy was shown one of the animals, he came to associate the animals with the sounds, which made him cry with fear. However, one can argue that this computerised theory can be highly difficult to test, because we cannot conclusively know how our ancestors reacted mentally, and therefore we cannot know to what extent we have differed in brain capability in comparison to our ancestors or similarities in fear reactions; we can only assume what their mental states and reactions were like. The law that an organism can learn to associate any stimulus to any response with equal ease thrived, was supported by Pavlovs hound experiment. However this law was disproved in the 1950-60s by John Garcia and his rat experiments, where they were exposed to X-ray radiation that made then ill, and because of this they stopped drinking their sweetened water. This occurred although they did not feel the extent of the X-ray sickness until later, although Pavlov had stated that the reward/punishment should be given straight after the occurrence, for the animal to learn. Additionally, experiments that have been carried out on birds, to discover if they could separate what is good for them and what will make them sick, have illustrated that, because birds are highly visual like us humans and associate visual cues with sickness, they can learn to avoid geen food pellets (which make them sick), and eat only yellow pellets which are okay. If they were presented with pellets half-coloured geen and half-coloured yellow, the birds would peck at the pellets until they split into halfs and only eat the yellow part. Thus, the experiment proved that birds are biologically cued to associate a visual cue with sickness (Google Docs (1998). Natural Selection, Cognitive Behavioural Therapy (CBT) and Animal Therapy Darwins theory of natural selecetion originates from a belief that conception does not always have birth as an outcome, and only a number of those who survive will reach an age where they themselves can reproduce. An examples can be alligators, where I know from work, that from the age of 12 when a wild female will reach maturity, she will lay approximately 40 eggs a year, however out of all the eggs she will lay in a lifetime, it is estimated that only three of her young will reach maturity and get to reproduce. An assumption within Darwins theory is that the young who get to reproduce, will also be those with the best traits and be better adapted to the existing environment and pass on these traits; thus each generation will be better adapted to the given environmental changes. An astonishing examples of adaption can be seen in H. B. D. Kettlewells observations of peppered moths in the 19th Century. Because of the industrial activity and burning of coal in England around this perio d, tree trunks turned from light to soothed dark colours and the peppered moth could not hide as easily. In 1848, reports of a new form of the peppered moth (Dark-coloured peppered moth) were made, which was darker and could easily hide on the darkened tree trunks. However in recent years, the burning of cleaner fuels have once again changed the environment, and the peppered moth has returned in great numbers and some biologists now believe that the dark-coloured peppered moth will be extinct in England in a few decades (Miller Levine (1999) [online]) Natural selection also focuses on a primal instinct, where we not only physically but also mentally are challenged, where only the strongest individuals will survive. I believe that in our modern day and age, we challenge this natural process by allowing the weak to live and pass on their genes, creating a more vulnerable species, both physically and mentally. Thus, we continue to develop medicines, surgeries and therapies to counteract these issue, and try to get a greater understanding of how they came to be. Through the help of medicine and psychological therapies, one can interfere with mental states, where a therapist can help modify a patients way of though, to go against his/her primal destructive instincts. Cognitive Therapy focuses on the assumption, that mentally and the way we think about things, can be the cause of mental health problems as phobias, which can have physical symptoms as well (nausea, stomach aches, hyperventilation etc.). Within this form of therapy the patient is made aware of what thoughts are destructive, worsening their condition, and they get a greater understanding of how their thought processes work. When these aims have been accomplished, the patient can work on changing the way he/she thinks and work on avoiding destructive thoughts. Within this field, Cognitive Behavioural Therapy is found, containing traits of both Behavioural Therapy and Cognitive Therapy, thus CBT helps the patient change how they think (cognitive) and how they react to those thoughts (behavioural), and this form of therapy is thought to be one of the most beneficial treatments for depression, anxiety and post-traumatic stress disorder (NHS (2010), however Dr. Oliver James has strongly cr iticised CBT and has quoted Professor Drew Westons findings in 2004, that: [à ¢Ã¢â€š ¬Ã‚ ¦] two years after treatment, two-thirds of those who had CBT have relapsed or sought further help. (Psychminded (2009) [online]) Furthermore, James argues that cognitive analytic therapy and the Hoffman Process are far better alternatives than CBT, when attempting to solve problems relating to depression and anxiety, as these focus on the patients childhood and the origin of the depression/anxiety, where CBT focuses more on the here-and-now aspects of the disorders. For centuries people have been aware of the unconditional bonds that can be created between humans and animals, and pets have been used in medical settings for more than 150 years, however evidence of the physical, emotional and mental benefits have not been scientifically proven until recent years. This area is now known under the term Animal Therapy, and is to some extent an integration of animal behaviour and cognitive therapy. The animals, such as dogs, elephants, dolphins etc., help to heal humans, young and old, physically, emotionally and mentally. It has been proven through experiments and observations, that: Having an animal around reduces stress, creates a relationship, helps people feel loved and needed, provides a listening ear without judgment and it can improve social skills and boost the confidence of an individual. (World Wide Health (2006) [online]) Recently, studies at the Research Center for Human/Animal Interaction have discovered that interacting with animals can increase peoples level of the hormone oxytocin, which help us feel happy. Also, this hormone does not only benefit us mentally but also physically, as it is part of the process when the body grows new cells. Animal Therapy can also be applied to only the animal, where animals presenting abnormal behaviour, can be helped by talks with the owners, psychological/physical training and zone therapy. Abnormal and uncontrollable behaviour of pets is also a rising problem in Denmark, where it is estimated that majority of danish pet owners have encountered problems with their pets behaviour. In a study carried out in 2000-2001, a range of pet owners were asked if they had encountered behavioural problems with their dogs, and 28% answered yes, where 17% stated that they had previously encountered problems. Furthermore, vetenarian Jà ¸rgen Mikkelsen estimates that each year 1 / 4 of all the dogs being euthanized in Denmark (roughly 200 danish clinics), were because of behavioural problems, and 2 / 5 of the dogs never reached the age of 3. Therefore a rough estimate concludes that 10-15.000 dogs are euthanized every year in Denmark because of behavioural problems (Dansk Veterinà ¦rtidsskrift (2006) [online]). However, animal therapy is gaining more and more ground in Denmark, and more clinics are opened within the country, proving that people are seeking this form of treatment more than before, and the awareness of the animals needs are more widely accepted, encouraging a closer animal-human bond. The relationship between scientific research and psychology as a discipline Eventually psychology was accepted as a science, although its subject matter was restricted. In the late 1950s and early 1960s, attention was placed upon mental processes and the mind. Behaviourists focused on observing phenomenon, where psychologists concentrated on studying the mental processes used to retrieve, store and acquire knowledge. Although mental processes cannot be observed as such, evidence can be gained by using a number of tests concerned with memory, perception and problem solving. Here cognitive psychology becomes of great importance, as it studies mental processes such as intelligence, memory, perception and thought. Because psychology operates with what cannot always be seen, at least in the past before we invented ways of discovering brain activities and their reactions to the surroundings we can see (MRI scans). Part of this has helped psychology become a scientific field, because it can be observed, measured and compared. Without this bond, psychology would never have been accepted as a science, and areas which are being researched today (for instance physiologies influence on behaviour), would never have existed or been made possible, and would have limited the ongoing knowledge that we posses within this area today. Also, medicine and biology have benefitted from the merger, as mental illnesses have been identified through psychological practices and treatments have been found. Many mental illnesses are approached with medicine as well as therapy, illustrating this merger in reality. Traditional and historical theories within psychology have all undergone changes throughout history, when knowledge has been gained in common ground areas, or new psychologists have decided to approach the matter from different angles. Darwins theory of evolution was challenged by believers, who approached evolutionary psychology from different views, which, as mentioned previously has resulted in sociobiology, physiological psychology and biology psychology, amongst others. I believe that therapies as mentioned above, can be perceived as a result of Darwin, Tinbergen, Lorenz Karl von Frisch, Wilson and Trivers, amongst others, theories which have influenced and challenged each other, and resulted in treatments and knowledge which benefits this branch of modern psychology, as illustrated in the number of therapies offered to patients today. Specialisms where integration is evident Specialisms where integration is evident in practice is for instance evolutionary psychology, which is a combination of evolutionary as well as cogn

Traditions and Values of Western Culture Essay -- History Education Es

Traditions and Values of Western Culture missing works cited History is a part of everyone's lives. We exist today because of our history. People who lived before our time fought for the rights that many individuals take for granted. Especially for an individual to appreciate life, one must be fully aware of the past, so one could truly appreciate their existence today and the freedom they have. So when the question arises on whether or not "Colleges and universities serve to pass on to students the great traditions and values of Western culture?" Without any doubt the answer should be absolutely yes. If someone answered no, the person should be considered ignorant and maybe they would think twice if all rights were stripped away from him. These institutions should pass on the tradition of education and the curriculum needed to achieve to be an overall well rounded person. The way an institution chooses to pass a long a culture does not matter, such traditions need to be passed to the next generation. There are three men of great literature, M ike Rose, John Henry Newman, and Jeffery Hart, who have recognized the importance of passing on the Western culture and they offer some interesting incites to their readers. In Mike Rose's essay he introduces the lives of people from a variety of cultures. He describes the hardships one may encounter as he goes through life. Rose begins by describing his own difficulties of accepting education in his life and how he would rather read comic books. He adds that it was not until high school when he met a teacher who inspired him to learn and write a great deal more than he was accustomed. After his final year in high school, Rose adds that "the books that seemed so distant, those Great ... ...ed to know the specifics of all the subjects; the main idea would be for him to know all other fields of study do exist and what those fields represent. Colleges and universities need to pass on to students the great traditions and values of the Western culture. By allowing someone to learn his history he will have a greater appreciation for life. With education, the knowledge of history will allow a person to make a statement in his lifetime that could better the future for others. The universities and colleges should not be reluctant in teaching the values and traditions of the Western culture. Mike Rose, John Henry Newman, and Jeffrey Hart all support the idea of educating our students about the traditions and values of the Western culture. There is an extreme need for these areas to be covered in school because students are lacking the knowledge of the past.

Genre Text Essay

The Real Inspector Hound When you think of the term ‘genre’, what does it exactly mean to you? Well I’m sure it’s without a doubt that you all commonly believe it constitutes either a kind or category of text, but in actual fact does it really? Good morning Year 11. The prime focus of your studies during the HSC course next year, I’m going to discuss how the genre of crime fiction has extended through time, whereby a variety of notions and characteristics exhibited throughout a text may either reinforce, challenge or extend on genre parameters. So what is genre then? Although genre is quite difficult to define, there are numerous interpretations of the term since the confines between genres are constantly evolving due to changing values. As Daniel Chandler states, â€Å"defining genres may not initially seem particularly problematic but it should already be apparent that it’s a theoretical minefield. † However, Jane Feuer believes â€Å"genre is ultimately an abstract conception. † These critics therefore prove that yes, while it may be easy to classify a text to a particular genre, we must understand genre as a concept that can apply to varying applications rather than its fundamental relevance to a text. In saying this, as changing contexts and values have developed over time, resulting in new-found conventions, I’ve come to agree with Stephen Neale’s understanding; â€Å"Genres are instances of repetition and difference†¦ difference is absolutely essential to the economy of genre. † (Neale, 1980). This my friends, effectively reflects constant changing cultural values and attitudes in our social milieu, don’t you think? Hence, my aim today is to focus on the conventions of the genre of crime fiction and how they have been recreated in a number of ways to reflect the social and cultural aspects that are dynamic to their survival within the popularity of a text. As Neale further suggests, â€Å"genres exist to assist in shaping values. † Subsequently, I will discuss how and why Alfred Hitchcock’s film Rear window and Tom Stoppard’s play The Real Inspector Hound have re-worked and extended upon crime conventions prevalent in crime writing through genre, often defying audience expectations in one way or another. As a result, Rear Window highlights and expands upon the cosy conventions of its contemporary society by paralleling the post-war issues of voyeurism and women and subverting them, reflected through its social milieu. The Real Inspector Hound also utilises cosy conventions but parodies them instead, challenging the classical Golden Age’s ‘whodunit’ storyline in a satiric way, so as to query the restoration of justice and the idea of reality vs. allusion. Thus, whilst both texts seek to extend and challenge crime conventions, they also serve to explore society’s human conditions and issues at the time in order to become seminal texts of the genre. Directed in 1954, Hitchcock’s Rear Window reinforces the fact that very few works exemplify all required characteristics of a particular genre, by cleverly breaking the ideal conventions of a suspenseful circumstance in a crime fiction text. The film is rather based around the notion of both solving the crime and proving that it happened. Rear Window further revolves around the concepts of the changing roles of women and queries the morality of voyeurism. Such notions reflect the contextual concerns of the post-war era where a revolutionary social change was clearly prevalent in society, thus endangering the traditional gender restrictions marked by WW2. Through the mis-en-scene of Jeff holding his camera looking outside the window as blinds are swiftly raised to reveal vignettes of apartments, it’s evident that a didactic message outlining the unethicalness of voyeurism is contained within Rear Window. As voyeurism further exposes hidden worlds within the film, Hitchcock manages to reflect upon American society through each of these blocks acting as a microcosm. But it stops there. Quite similarly to our other text The Real Inspector Hound, Hitchcock withdraws from typical crime conventions by not showing the occurrence of the crime itself. This was due to growing conflict between the conservative American government and growing acceptance to sexuality by society at the time, as a result of censorship on films. The concept of voyeurism is cleverly employed by Hitchcock via subverting a cosy setting, a convention to reflect the concept of McCarthyism where there was a fracturing of society due to the paranoia of communism, which was most prominent during the Golden Age. This is illustrated as the camera pans across Jeff’s apartment, focusing on his photography tools and emphasising his infatuation for observing life. Thus, Jeff’s dilemma of being entrapped in his apartment persuades him to do â€Å"something drastic† to remove him â€Å"out of the swamp of boredom,† which metaphorically foreshadows his forthcoming hobby of spying on his neighbours. I’m certain you all must think he’s strange, but the aspect of social insecurity and fear at the time was what Hitchcock was seeking to embody. Where spying begins as an innocent obsession, it soon becomes a neurotic effort to prove Thorwald’s criminal actions. Therefore, after the growing tension depicted through continual panning shots, Jeff takes action which exposes clues in Thorwald’s apartment. However, the consequences of voyeurism are made apparent through the non diagetic sound and quick motion of Jeff falling out the window. Hitchcock hence questions the moral ambiguity of voyeurism due to society’s fear of maintaining social order, by focusing on the depraved aspect of society becoming â€Å"a race of peeping toms. † Despite changing perceptions of females in the workforce, how exactly did Lisa become an amateur detective and femme fatale, whilst presenting the evolving independance and roles of women? In actual fact, Hitchcock broke a key crime convention – there must only be one detective! A high angle shot first characterises Jeff as bound to his wheel chair, and the cast around his injured leg is symbolic of the identity boundary he endures. Consequently, Jeff is left helpless, a frequent motif that’s prevalent throughout the film in which Jeff is metaphorically incapable of embracing his male dominance, hoping to â€Å"emerge from his plaster cocoon. † Thus when Lisa emerges, the dark lighting and shadows surrounding her signifies Jeff’s intimidation, as men were startled by the role of women in the post-war period. By having Jeff restricted at home in a feminised position, Hitchcock underpins Lisa as the amateur sleuth, sustained through her constant dominance over Jeff within the framing. Hitchcock further challenges the authority of women in crime fiction as femme-fatales, whereby negative connotations strengthen the presence of conceited masculinity. Yet Lisa’s strong persona and sheer determination leads to her fatal participation in â€Å"the next assignment,† exhibited in the panning tracking shot of her investigating Thorwald’s apartment, underlining Lisa’s unusual role as a detective and the film’s conclusion of restoration. Subsequently, Hitchcock illustrates the development of crime conventions by challenging traditional crime conventions, via representing the shift in the growing independence and role of women in society, by maintaining both genders as main detectives. Thus, Rear Window not only reinforces and extends upon crime genre parameters, but also reflects society’s changing values, hence explaining why it’s considered a critical crime fiction text even today. Unlike Hitchcock who reinvented some crime writing rules, Stoppard completely goes against them. Whilst Stoppard experiments with the classical Golden Age crime conventions, the crime genre is seen to continuously mirror society’s changing attitude and values. In successfully challenging the audience to interpret whether the perceived distinction between what is real and an allusion in crime is essential, Stoppard also leads them to question the restoration of justice. The perceived distinction between reality and allusion is no longer relevant in today’s post-modern world as it was in the Golden Age, due to changing societal expectations, like Stoppard suggests. He breaks traditional conventions, as the margins of a play-within-a-play have been intersected, demonstrating the blurring of reality. Whilst Rear Window uses a cosy setting to depict society’s issues, Stoppard instead parodies it to demonstrate that a crime isn’t always within its confines, and hence defies crime conventions to outline the irrationality of society. The cosy method of contrivance supports this, being parodied through Mrs. Drudge’s absurd dialogue about the â€Å"somewhat isolated Muldoon Manor, which is surrounded by deadly swamps and fog. † Thus Stoppard criticises S. S Van Dine’s code where â€Å"the detective himself† â€Å"should never turn out to be the culprit,† by forwarding the murderous role onto Puckeridge, whom the audience come to learn as Inspector Hound and Magnus also. This is depicted in the final scene through an exaggerated climax of a string of revelations. For eg. â€Å"I am not the real Magnus Muldoon! It was a mere subterfuge. Stoppard effectively emphasises the melodramatic and absurd situation of the play, by demonstrating multiple pauses and an overuse of explanation points in union with stage directions. Through a variety of dramatic devices, the distinction between reality and allusion is dissolved, as Stoppard denounces the lack of innovation and irrelevancy of crime fiction conventions. Society is further challenged by Stoppard to query the relevancy of the nature of truth and justice within the traditional crime fiction genre. So must there always be a hero within the context of the text? The authorities within the play are not central figures, just like the police aren’t in Rear Window, as justice isn’t achieved. But whilst the police in Rear Window are idiotic, Inspector Hound doesn’t even convey detective traits. Alternatively, Inspector Hound is continuously ridiculed through stage directions. For eg. He is wearing â€Å"inflatable swamp boots and carrying a foghorn,† in his entrance. Therefore, The Real Inspector Hound has eloquently challenged the conventions of crime fiction, leading the play to become a significant crime fiction text as it crucially contributes to the revolution of crime over time. In summation, it’s without a doubt that Hitchcock’s Rear Window skilfully challenges the conventions of crime fiction in such a way that classifies the film as unlike your traditional crime film, as he endeavoured to reflect the cultural values of the post-war era. Moreover, Stoppard also extended upon genre parameters in The Real Inspector Hound by satirising the classic conventions of characters and plot from the Golden Age, whereby he duplicated postmodernist beliefs at a point where it was seen as time for change. Thus, both texts have grown to become seminal crime fiction texts, by cleverly reinventing already established crime conventions in numerous ways.

President of the National Honor Society Essay

As I review the past several years, there are many accomplishments that I can be proud of. I have been able to maintain a 3. 95 grade point average while in high school. At the same time, I have had the good fortune to act as President of the National Honor Society at Keller High School. I have also been able to lead the drum line battery of the school marching band as the Captain. I have also dedicated much of my spare time to working with youth at Gateway Church as a Youth Group Leader. Finally, I was given the chance to be nominated as Keller High School’s Homecoming King in 2008. All of these accomplishments have helped shape the person I have become. However, the most significant experience that has impacted my life was the time I spent at the Dream Center in one of the many slum neighborhoods of Los Angeles. â€Å"No red or blue clothing,† is what caught my attention as I embarked on the journey to Los Angeles. Simply wearing the trademark colors of the famous Bloods and Crips gangs was something to be avoided. This rule stuck with me more than any other rule or guideline that I had been presented with. Suddenly, the task I was about to undertake became real and I was honestly frightened about what I was going to see. I had been given vivid illustrations about the poverty and death that I was about to witness. However, growing up in an upper middle class neighborhood didn’t prepare me for the reality that many people face each day. I asked myself how do I pray for people whose best days are not even comparable to my worst days. Soon I was able to see firsthand where I would be staying for the next two weeks as I tried to find an answer. The building was called the Dream Center. The fact that I grew up in an affluent neighborhood didn’t prepare me for the horrid accommodations I would be living with. Before settling in I was given a nametag that identified me as a member of the Gateway Church. Although needed for identification, my badge was as irrelevant as a Christmas tree on Halloween. For two weeks I would not be known by the affluent suburb of my origin, but I would be known as a fifteen year old, six foot two, African American male who was a temporary guest of a fifteen story homeless shelter. I accepted my nametag and proceeded to my room. I quickly took in my surroundings and came to the conclusion that my temporary living quarters could certainly be compared to a prison. The room was stark and devoid of any emotion or color. The white walls made the room appear harsh and unfriendly. My roommates and I had only three bunk beds, a nightstand, a closet, a toilet, a sink and six towels, which made for uncomfortable conditions. However, this simplicity allowed us to step outside our comfort zone and prepare ourselves for the work ahead. The white-stained walls, questionable mattress stains, unfamiliar smells, and random bed linens left our young imaginations to do their work, but there wasn’t time to dwell on it – there was work to do! This work was rewarding. There were many opportunities to serve, both individually and as part of a larger group. Some of these missions were optional and some were mandatory. However, this didn’t matter. What truly mattered was the work I was able to engage in so that I could make a small attempt to improve the lives of others. I was able to feed the homeless, work with the children’s ministry and work with the food truck ministry. After a very short time, I realized the dedication of the permanent staff at the Dream Center. I only had the night to rest and I was constantly busy with one task or another during the day. I began to look up to the people who did this job each and every day. During my free time, I engaged in Bible study, prayer groups and devotions in order to prepare for the most challenging and demanding event that was to come. It was an event that would change my life forever. On July 19, 2007 at 5:00pm I began to prepare for a journey that would impact the course of my future. The Skid Row Missions leader gave a short thirty minute preparation speech about the mission I was about to embark upon. â€Å"You are about to embark on one of the most rewarding, frightening, and most dangerous events of your life,† are the words that I will never forget. He led a prayer, gave instructions and also gave caution about the danger of the job I was about to do. I looked around at the others in my group and saw similar emotions on their faces – I was excited and I was scared but the most intense emotion I was feeling was eagerness to go out and do something for someone in need. â€Å"Be smart, be alert, be careful, and trust in God†, our church leader warned as we boarded the fifteen-passenger Ford vans that would take us from relative safety to the harsh and dangerous street known as Skid Row. The van weaved in and out of the notorious Los Angeles traffic making me feel as if I were riding a rollercoaster. I took in my surroundings as they turned grim and dark. The skyscrapers were shot into the darkening sky like a bullet fired to start the Kentucky Derby. New technology and infrastructure meshed with old landmarks to create eye candy for everyone who paid any degree of attention. My excitement began to fade as I saw the sign. The massive green sign that said â€Å"SKID ROW-NEXT EXIT†, reminded me that it was time to become alienated in the new world I was venturing into. I immediately began to sense darkness and death even though it was daylight and everyone around me was alive. My fear soon faded and was replaced with an inner peace from God that told me that I was right where I needed to be. One member of our group voiced what we were all thinking, â€Å"Is this safe? † It didn’t matter anymore – what mattered was that we had arrived and we had a job to do. We couldn’t have known that this simple question would come up again and again as we did our ministry work. We began our ministry by passing out Ozarka water and Famous Amos cookies. We were immediately tested by a large African American male in tattered clothing. He asked for two waters but we had been specifically instructed to only give out one water and one snack to each person. After five minutes of listening to escalating expletives as unpredictable as an F-5 tornado in Texas, we finally gave him a second water. We feared enough for our safety that we felt we had no choice. We continued our work under a thinly disguised veil of complete terror. As we proceeded down the dark streets, I had to constantly remind myself that I was not watching a movie. The people I saw were real and were suffering from very real afflictions. I was able to look past this reality by praying for the people I came into contact with. I prayed for healing, strength, jobs, addictions and sickness and many other things that were on the hearts of these poverty-stricken people. As I prayed, I also began to ponder the images I was seeing. The images began to way heavy on my heart and I wondered how people could live this way. The most important question I asked myself was, â€Å"Why isn’t anyone doing something about this? † I received my answer when I realized that I was doing something. It was something small but it was something. As the trip to the Dream Center came to an end, I was left with a heavy heart and a deep passion to help the poverty-stricken people living in Los Angeles. The Gateway Church youth group was able to break apart my arrogant, spoiled mentality so that I could move toward the mentality of someone who is in survival mode. I stepped into someone else’s everyday life, and had to survive based on the little that I knew. I learned that the world is very different than the small corner of the world where I live. It is my job as someone who has experienced the troubled world to tell other people what the real world is like, so that we can work together to be the voice of the people who struggle to simply survive. I will no longer consider perfect grades and being crowned Homecoming King as my most important accomplishments. Instead, I now know that the events of this trip did more to help me develop into the man I am today and they also set the precedent for the man I will be in the future.

Implementing Leadership Change

Implementing Leadership Change Introduction Leadership refers to an active activity undertaken by someone whose position on a vertical, and usually formal, hierarchy provides the individuals with the resources to lead. Such individuals exhibit and have some degree of mandate over other individuals within any given organization, on certain issues that affect the routine running of the organization. They influence the aid and support of others in the accomplishment of a common task.Advertising We will write a custom assessment sample on Implementing Leadership Change specifically for you for only $16.05 $11/page Learn More Leadership is traditionally related to a spatial position in a formal or informal organization. It entails setting a new direction for a given group. Management is used to control and direct people and resources available in a group, according to the already established principles and values within a given organization (Grint, 2010). Leadership, management and size An org anization is a collective association of a variety of individuals who possess varied opinions, values, aspirations, cultures, and other individual characters, which are self-centered on individuals. The size of the group has a significant impact on both leadership style and effectiveness. The greater the size of the organization, the more the diverse distribution of such individual characters and the more the chances of conflict arising within the individuals and their leaders. Participative leadership styles are more difficult and consume lots of time for individual attention. There is reduced individual participation, interaction, stability, and communication resulting into reduced effectiveness of leadership within large groups. The standard of leadership within large groups is lowered due to less scrutiny by team members, hence causing laxity in duty performance. There is a feeling of inequality by the individuals at the expense of the leadership because not all the individuals will be satisfied by the present leadership. The systematic leadership approach used may be viewed as inappropriate by majority of opinionated individuals who gang up to criticize leadership perspectives. Such factors affect the management control activities through breaching of the principles of the organization because the larger the group the less effective the management of the resources and their effective distribution.Advertising Looking for assessment on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Strategies Funds are a major factor affecting productivity of any given organization. An increase in funding will ensure that the basic working equipments, human labor, and other factors of production are increased by a marginal percentage leading to an increase the overall productivity of the organization and an increase in the profitability and efficiency of service delivery guaranteeing an increased retur n on capital investments of the company. Increased funding while going public will ensure the popularity of the organization, and a greater penetration into the corporate world. This strategy will enable the organization to have competitive advantage within the years increasing the quality of production and service delivery. Development and introduction of new products will enable the company minimize competition from other substitute products from other companies. Adoption and acceptance of the new products into the market will increase daily sales, income, and overall profit of the company because the products are unique and produced by only one company. This will enable the company have a constant clientele because of the introduction of the new products. However, this majorly depends on the tastes and preferences of the consumers. If the new products are concurrent with the consumer’s needs, there will be increased consumption. In addition, reasonable time will be investe d in consumer orientation of the new products while in the markets which would marginally affect the desired outcomes of the company (Chakravarthy, 2003). Conclusion Both leadership and management control are vital in the effective running of any organization, because they are both geared towards a common goal to be achieved within the organization. References Chakravarthy, B. (2003). Strategy process: shaping the contours of the field. Oxford: Wiley-Blackwell. Retrieved from https://books.google.com/books?id=1SQe50oIcwsCprintsec=frontcoversource=gbs_atbredir_esc=y#v=onepageqf=trueAdvertising We will write a custom assessment sample on Implementing Leadership Change specifically for you for only $16.05 $11/page Learn More Grint, K. (2010). Leadership: a very short introduction. New York: Oxford University Press. Retrieved from https://books.google.com/books?id=uRRtl6GRpiICprintsec=frontcoverdq=Leadershiphl=enei=KvACTrKZMsSCOou96fcNsa=Xoi=book_resultct=resul tredir_esc=y#v=onepageqf=false

Strategic Analysis of McDonalds Corporation

Strategic Analysis of McDonalds Corporation Business Overview McDonald’s Corporation is the world’s largest fast-food chain that serves over 69 million customers in approximately 34,000 outlets that are spread across more than 115 countries. Founded in 1940, the company is highly reputable because of its globally recognized brand.Advertising We will write a custom report sample on Strategic Analysis of McDonald’s Corporation specifically for you for only $16.05 $11/page Learn More It operates on a franchise business model where majority of its businesses are operated through franchises that are spread across the world with few of its outlets being company owned. With a revenue of over USD$2.56 billion in the 2011/2012 financial year, the company continues to dominate in the fast-food industry, despite the increasing competition from other players. The company’s fast food business is characterized by high efficiency of running its operations and serving its customers. This p aper provides a strategic analysis of McDonald’s Corporation with the aim of presenting strategic management recommendations that will give the company a competitive advantage to retain its leadership position in the fast-food industry. External Environment and Competitive Position Industry Analysis McDonald’s Corporation operates and competes in the fast food industry. The industry is characterized by a high level of competition, sale of cheap food products, and different regional growth rates. The high competition in the sector is due to the extremely low barriers in the industry’s operations. For example, while McDonald’s has the largest market share in the USA, this share is only at 26% while the smaller fast-food restaurants hold a combined market share of 55%. The global fast-food industry is a multibillion dollar industry with over USD$ 500 billion of revenue that is recorded annually. In the United States, the fast-food sector accounts for USD$120 billion of USD$ 600 billion restaurant sales. The industry has been affected by a change in social and economic trends across the world. For instance, in the last five years, the sector has experienced a slow growth of 3.5% due to the global economic meltdown of 2007/2008, which greatly reduced the disposal incomes for customers across the world. Further, the rising awareness on health risks that are associated with the intake of high fat, salt, and sugary foods has also been a blow to the growth of the industry. However, it is projected that the industry will continue to grow through 2019, with more growth activity in the emerging markets such as China, Asia, and Africa.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Another important industry trend is the increasing cost of doing business because of soaring food and energy prices. For example, after labor, food, and beverages account for the biggest share of costs in the fast-food industry, representing 33% of all costs. An increase in the prices of food and beverage has a significant impact on the bottom-line of fast food companies and that McDonald’s is no exception. International expansion is increasingly playing an important role in bringing revenues for fast food companies, which are experiencing slow or stagnated growth rates in the mature markets of the US and Europe. For instance, international business franchises for McDonald’s account for 60% of its revenues and 50% for a McDonald’s competitor, namely ‘Yum Brands’ . Another important trend in the industry is the growing middle class in developing countries. The trend represents an expanding ready market for fast-food industry players (Thompson, Strickland, Gamble, 2008). Five Forces Model Analysis for McDonald’s Porter’s five-force model describes an organization’s strategy as the steps a nd actions that are geared towards attaining competitive advantage in its industry. Five-force model analysis allows an organization to study competition in five different areas, including providers’ negotiation authority, clientele bargaining command, threats of substitutes, pressure of latest entrants, and opposition. In the case of McDonald’s, the threat of new entrants and rivalry is very high due to the low barrier of entry. Establishing new restaurants requires a relatively low capital outlay and no existing customer base. Further, with the option of leasing premises and equipment, the cost of establishing new business in the sector becomes even lower. In addition, the industry’s saturation is high, although it has monopolistic tendencies where few outlets dominate the market, with the rest sharing a minimal percentage of the remaining market share. However, despite the easy entry into the market, new entrants do not find it easy while competing with the a lready established companies such as McDonald’s and Yum Brands, which have strong brands, strategic locations, and financial resources to roll out extensive marketing and advertising campaigns.Advertising We will write a custom report sample on Strategic Analysis of McDonald’s Corporation specifically for you for only $16.05 $11/page Learn More Further, with well-established relationship with suppliers, established brands have a relatively advantaged position in the access of raw materials. Secondly, the threat of substitutes is very high in the fast food industry. For instance, many people can opt to prepare and eat food from the comfort of their homes. Secondly, there is minimal differentiation between the products offered in different fast-food restaurants. Further, since there are no switching costs for consumers to other substitutes, the threat is very high. To curb these threats, McDonald’s must focus on price competition, quality of service, and a reduction in operation costs in order to reduce the threats of substitutes. Thirdly, the bargaining power of customers exerts moderate to low pressure on the industry. For example, McDonald’s is increasingly promoting differentiated products such as â€Å"Big Mac† among others. However, although there are many substitutes and no switching costs, industry leaders such as McDonald’s position the process of their products in relation to their major rivals and within the prevailing market price elasticity and competition. High brand value and customer loyalty play an important role in reducing the bargaining power of buyers. Fourthly, the bargaining power of suppliers is moderate due to the presence of a global supply chain. However, some areas of supplies such as the supply of soft drinks that are dominated by few suppliers such as Coca Cola and Pepsi mean that such companies have a considerable bargaining power over the fast-food industry player s. Fifthly, competition rivalry in the industry is moderate to high. For instance, although McDonald’s and Burger King hold a higher share of the ‘burger segment’, the market as a whole is dominated by small fast-food companies spread across the world.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The competition is majorly cost-based where firms are continuously investing in cost effective production and service processes to gain competitive advantage over rivals. With low costs of exit and the capacity to expand through franchising, the competition is cutthroat for industry players. However, the most popular tact of fighting competition is through branding. For instance, McDonald’s spends approximately USD$650 million each year in its branding activities. Internal Environment and Competitive Position SWOT Analysis SWOT Analysis for McDonald’s Strengths Weaknesses Strong financial performance and leadership in the industry Strong global brand identity and recognition Experience in the industry spanning over 60 years Risk diversity of the company due to its presence in diverse markets that are geographically differentiated Strong relationship with suppliers which ensures stable access of inputs for the company Low prices and high quality products Strong brand name, image, and reputation locally and internationally Cost effectiveness of production processes A bad image on unhealthy food products Bad working conditions for workers leading to high employee turnover including the top management Low differentiation of the company’s products from those offered by its rivals Many legal problems and actions related to health issues in the company’s products such as in the use of trans fat beef oil High customer turnover and loss to fierce competition Opportunities Threats Emerging market growth in Asia and Africa Product innovation and differentiation Increasing demand for healthy foods Global growth of the fast-food industry Response to social changes such as healthier lifestyles through production of healthier products Increasing diversification and acquisition of other fast food restaurants Growing opposition from consumer groups on the company’s operations in the US especially on health concerns I ncreasing competition both domestically and international as rival’s position themselves to take market leadership Global market volatility due to recession and currency fluctuations Value Chain Analysis The value chain analysis identifies the mix of activities that allow an organization to remain competitive in its industry. Through the value chain analysis, an organization is able to categorize the generic value-adding activities that it undertakes. The model consists of an analysis of organizations’ activities that are categorized as primary and support activities. The primary value chain activities include inbound logistics, operations, outbound logistics, marketing and sales, and service. These activities are supported by other activities that include technology, cost advantage, infrastructure, human resource management, procurement, and infrastructure. At McDonald’s, inbound deliverables represent the goods and products that are coming into the compan y for the production of its final products. The company purchases its inputs such as raw vegetables and beef from fixed and pre-defined suppliers. The company is actively involved in the activities of its suppliers to ensure quality and reduced costs, which ensure value addition for the final products for its customers. In terms of operations, McDonald’s has a well-established operations management apparatus that touches on all areas of production, including inventory management, food production operations, and logistics management. In terms of outbound operations, McDonalds strives to provide the highest quality products and services at the greatest value to customers. Further, the company seeks to provide its services in a clean and welcoming environment. For instance, its close involvement with its suppliers, employees, and franchisees serves its commitment of offering the highest quality products for its customers. Its focus on energy conservation, sustainable packaging, and waste management further illustrates the company’s dedication and desire of building a sustainable, environmentally friendly, and profitable business. In terms of marketing and sales, the company’s activities are spread across more than 115 countries worldwide, serving more than 69 million customers daily. The company also employs more than 1.5 million people, thus making it one of the world’s leading employers. McDonald’s has increased its shareholder dividends for 25 consecutive years. This observation is a clear indication of its success in its core business and desire to offer value to its shareholders (Thompson, Strickland, Gamble, 2008). Its extensive advertising campaigns cover the mainstream media, billboards and signage, and sponsorships of sports among others. The support activities for the company are important in helping the successful implementation of the primary activities. For instance, the company strives to have modern and sophistic ated infrastructure, which also involves the use of ICT. The company also strives to offer welcoming and environmentally friendly restaurants in all its locations. It provides services such as free Wi-Fi and other services such as kids play areas to ensure that customers feel well attended. On human resource management, although the company has one of the highest employee turnovers, it remains one of the leading employers in the world. Looking to the future, technology will play an important role in the company’s growth. Currently, the company has successfully applied technology in some areas of its operations such as the management of procurement through its E-Procurement portal for all its restaurants, a plan that has made it cut costs by 85%. Competitive Strategy McDonald’s competitive strategy is built on three key strategies that include cost leadership, differentiation, and focus. In terms of cost leadership, the company strives to offer its products at the best rates in the industry. To achieve this goal, the company has invested heavily on technology and innovation to help cut the cost of production of products without compromising on quality, hence creating value for its customers. In terms of differentiation, although the company works in an industry that has little differentiation of products, McDonald’s strives to offer differentiated products in terms of quality and cost. For example, its Big Mac is one of the most popular products. Further, by striving to ensure cleanliness and environmental friendliness, the company strives to offer differentiated high quality services for its customers. Strengthening Competitive Position It is important for McDonald’s to find ways of strengthening its strategies to remain in its prevailing competition position. One of the strategies that McDonald’s company uses is the cost effectiveness strategy to ensure that the costs of doing its business do not erode its strong financial b ase. For instance, through close involvement with its suppliers, the company is able to cut the costs of input products by a large margin. Further, the usage of technology plays an important role in driving cost effectiveness. For example, the company’s E-Procurement system, which has seen a reduction of costs of purchasing by 85% ensures that its franchises are able to remain profitable and hence ensuring that the company’s operations across the world last longer. The company responds defensively to competition as it is evident through its USD$500 million marketing and advertising programs that are aimed at cementing the company’s leading position. Further, through innovation and response to health concerns by customers, the company has responded effectively by introducing products such as ‘light meals’ that are aimed at attracting and maintaining its health-conscious customers. The Global Market Place McDonald’s is a global company with ope rations that are in line with its international expansion plans of establishing its presence in all corners of the world. Franchising is the main method through which McDonald’s enters new market. So far, the company has been highly successful. For instance, 60% of the company’s revenues are from international markets, a clear indication of its success in international markets. The company has attained a competitive advantage over its rivals through its global expansion. Firstly, with the mature markets such as the USA and Europe having little space for expansion, venturing into international markets has allowed the company to achieve its much-needed growth to segment its market position. Further, with revenue source distribution, the company has been able to achieve revenue growth through major crises such as the 2007/2008 financial meltdown. To continue its expansion trajectory, there is a need to visit more regions in its already established international markets, w hich it has not been able to serve completely. Corporate Strategy: Business Diversification In the last 10 years, McDonald’s has focused on expansion and diversification within its core business of fast foods. For instance, in 2003, the company sold Donatos Pizzeria, which it had operated for four and half years, citing increased operational costs of running the company. This situation was in line with its revitalization plan of seeking to increase operational efficiency, product development, and marketing and advertising. In response to increasing health concerns regarding the company’s products, McDonald’s has sought to diversify its menu by adding new healthy food options for its increasingly healthy customers. Such approaches have allowed the company to achieve not only high profitability but also retain its customers by responding effectively to their preferences. Looking ahead, the company must strive to introduce new products or redesign its existing prod ucts to reflect the health culture that is threatening to affect the fast-food industry. Ethical, Social Responsibility, and Environmental Sustainability McDonald’s ethical, social, and environmental sustainability is built on the desire of ‘making a difference’. The organization pledges on ensuring that its business is ethical, truthful, and dependable. This pledge is reflected in the company’s mission and values. The company’s brand mission is to be it clients’ preferred choice and way to get food and drink. Further, the company’s â€Å"Plan to Win† statement indicates its commitment to exceptional customer experience. The company’s values reflect its ethical, social, and environmental responsibility where it is committed to giving back to community, operating its business ethically, and growing its business profitability. The company conforms to its ethical statements by practicing honesty, fairness, and integrity. On social responsibility, the company is involved in many community projects whenever it operates. For instance, through its Ronald McDonald House Charities, the company has supported over 7 million children and families. On environmental sustainability, the company understands that its activities have the possibility of affecting the environment due to the high quantity of products that are consumed each day. In this case, the company has an elaborate set of standards that its suppliers must adhere to while producing the company’s inputs. The company also has initiatives that focus on energy conservation, sustainable packaging, and waste management. To remain competitive, the company must increase the level of community involvement in areas where it operates. Further, through the adoption of technology, the company can reduce its energy consumption and wastage as a way of promoting environmental sustainability of its activities. Strategy Execution: Building the Capability to Ex ecute Strategy The execution of a company’s strategy can only be achieved through its people. It is important for McDonald’s company to build its capacity to execute the proposed strategy. Firstly, the company has a large financial base, a well-trained human resource, and a well-established structure to support the execution of the product (Aaker McLoughlin, 2010). The company has a clear and streamlined decision-making structure at every operational level. Further, the company’s support and involvement with its franchises makes it easy to execute and implement strategic decisions. One of the key strengths of the company is its hiring and training practices, which allow it to attract highly trained and experienced top-level management personnel. Further, the elaborate training that new employees undergo ensures consistency, which is effected throughout the organization’s services. However, a different structure will work best for the company. For example , a structure, which focuses on improving the sharing of information and motivation for the employees, will ensure a clear understanding of the requirements of the strategy. Further, the right motivation will promote employee loyalty whilst reducing the high turnover of employees, which may derail the organization’s ability to implement the strategy successfully. Strategy Execution: Managing Internal Operations McDonald’s employs over 1.8 million employees, making it one of the leading employers in the world. The company’s compensation program is aimed at attracting, retaining, and engaging highly talented individuals at all levels. However, the high rate of employee turnover at the low and middle levels is a cause for worry. There is a need for the company to motivate its employees by providing better compensation and working environment. However, the company provides benefits and compensations, including medial, vacation, incentives, recognition programs, prof it sharing, and employee and dependent insurance cover. Despite the power of an effective information system, the company has been unable to effectively identify and understand its employee needs. Such understanding can help it to best execute its strategy. The executive packages for the company’s decision-making team are some of the highest in the industry. The top three executives earn more than USD$ 25 million in combined annual monetary benefits. For instance, the CEO earns approximately USD$9.5 million annually. However, there is a big disparity between the earning of the executive and the lowest employee earnings where the CEO earns approximately 380 times more than what the lowest employees earn. For the company to eliminate this disparity, there is a need to increase the wages of its lowest employees. Conclusion: Strategy Execution: Leadership The following is a summary of the recommendations that the company must adopt to improve its strategies that are aimed at main taining its competitive advantage and leading position in the fast-food industry. The company must put in place a 5-year strategic plan through which it will execute the goals of its strategy. In putting a calculated plan in place, the company will ensure that it sets its eyes on achieving the goals of its strategy. The fast-food industry is very competitive and dynamic. It is important for the company to strive to retain competitive advantage in the sector. There is a need to replicate the success of the company’s E-Procurement across other areas of operations in order to cut operational costs and hence gain competitive advantage in the industry. This observation represents the potential of technology in promoting the success of the company’s strategy. Further, as the company’s customers become health conscious, it is important for it to offer healthy alternatives of its products. The leadership of the company must also recognize that its strategy can only be s uccessful through its people and hence the need to put in place measures that will bring onboard all the company’s personnel. Reference List Aaker, D., McLoughlin, D. (2010). Strategic Market Management: Global Perspectives. London: Wiley. Best, J. (2009). Market Based Management: Strategies for Growing Customer Value and Profitability. New York, NY: Prentice Hall. Datamonitor. (2012). McDonalds Case Study: Remaining Relevant in a Health-conscious Society. Oxford: Miami University. Han, J. (2008). The Business Strategy of McDonalds. International Journal of Business Management, 3(11), 71-74. Hossain, T., Wang, S. (2008). Franchisors Cumulative Franchising Experience and Its Impact on Franchising Management Strategies. Journal of Marketing Channels, 15(1), 43-69. Harrison, J. (2009). Foundations in Strategic Management. Los Angeles: SAGE. Kotler, P., Armstrong, G. (2008). Principles of Marketing. New York, NY: Prentice Hall. Lawler, E. (2008). Talent making people your comp etitive advantage. San Francisco: Jossey-Bass. Lury, C. (2011). Consumer Culture. New Brunswick, NJ: Rutgers University. Mullins, J., Walker, C., Boyd, H. (2009). Marketing Management: A Strategic. New York, NY: McGraw-Hill Higher Education. Otto, T., Waterson, M. (2012). Retail chain expansion: the early years of McDonalds in Great Britain. London: Center for Economic Policy Research. Rusten, G., Bryson, J. (2010). Industrial design, competition and globalization. Basingstoke, UK: Palgrave Macmillan. Thompson, A., Strickland, J., Gamble, J. (2008). Crafting and executing strategy: the quest for competitive advantage: concepts and cases. Boston: McGraw-Hill/Irwin. Tollin, K., Carà ¹, A. (2008). Strategic Market Creation: A New Perspective on Marketing and Innovation Management. Cambridge: John Wiley and Sons.

What Are the Benefits of Earning an IB Diploma?

In past posts on the blog , you may have noticed that when we talk about AP courses and exams , we sometimes mention another acronym that may not sound as familiar to you: IB. This stands for International Baccalaureate , and represents another advanced educational option for high school students that exists alongside the AP program. While the IB program isn’t as popular as the AP program in the United States, it can definitely be a worthwhile option for those who have access to it. In particular, earning an IB diploma, which requires that you take certain courses and fulfill additional academic and extracurricular obligations, can be an impressive qualification to add to your resume. Read on for more information about the IB Diploma Programme and how an IB diploma can enhance both your high school experience and your college prospects. International Baccalaureate is an overarching organization that administers a number of different educational programs for students ages 3 to 19. Its curricula are used by specially trained teachers at certified schools throughout the world, and it prides itself on providing â€Å"rigorous, high-quality education† to its students. The most familiar IB program to high school students in the United States is the IB Diploma Programme, or IBDP, which is offered to students between the ages of 16 and 19. When you hear about â€Å"IB courses† being offered at a high school, it means that that school has been certified to offer the IBDP. (Students may be able to take some IB courses without enrolling in the full IBDP curriculum.) In some ways, the IB program is similar to the AP program—it’s a way for high school students to take advanced, rigorous courses. However, there are two main differences. For one thing, the IB program is much less popular than the AP program among high schools in the United States, and you since you can’t self-study IB courses, its availability is limited. In addition to this, the IB program is far more focused on presenting a cohesive overall curriculum with specific requirements that culminates in a diploma. While the AP program offers a similar option in the AP Capstone Diploma , most students don’t approach the AP program in that way. For a more detailed explanation of the International Baccalaureate organization, and especially the IB Diploma Programme, check out the Beginner’s Guide to the International Baccalaureate Program . The IBDP is a two-year academic program that, as we’ve mentioned, is open to students aged 16 to 19—in other words, high school students. Upon successfully completing the program and all its requirements, students can earn the IB diploma, which is a significant credential for college applications and other purposes. Academically, the IBDP requires students to take courses and pass exams in six specific subject areas. Three or four of these subjects must be taken at the more challenging â€Å"Higher† level, while the rest can be taken at the â€Å"Standard† level. In addition to this coursework, the IBDP has three more major requirements. First, students must write a lengthy essay based on independent research. Second, students must take a Theory of Knowledge course, which covers critical thinking and epistemology. Third, students must participate in a certain number and range of extracurricular activities. Earning the IB diploma means that you’ve done much more than take a few IB courses. Instead, you’ve undertaken a particular kind of high school education that is meant to teach you not only history, math, and other subjects, but also how to better analyze and understand the information you’ll encounter in school and beyond. Along with this stated purpose, an IB diploma can be an asset for you in a number of different ways, especially as you take on the college admissions process. Below, we’ll go over some of the main benefits of working toward and receiving an IB diploma. Our Early Advising Program helps students in 9th and 10th grade discover their passions and build strong academic and extracurricular profiles to succeed in high school. The IBDP is well-known throughout the world for the high quality of the coursework it offers. The strength of the IB curriculum, as well as the extensive training that IB teachers and school administrators are required to undergo, help the program to maintain this high standard. The respect that the IBDP enjoys means that no matter where you go, colleges will understand and positively view the effort you’ve put into earning your IB diploma. College admissions officers in particular will be familiar with the program’s reputation, making an IB diploma an excellent way of demonstrating your academic prowess. Strong performance in school is, of course, an important component of what competitive colleges look for in applicants. This is typically represented in your application by your GPA , transcript, and class rank. However, since every high school is different, colleges can’t always be sure what your grades actually mean compared to those of other applicants. Programs like the IBDP help colleges to evaluate applicants by providing a single curriculum that’s used worldwide, allowing admissions officers to more precisely assess your performance. Since this program is known to be rigorous, doing well in your IB courses and earning your IB diploma indicates to colleges that you’re an objectively strong student. Earning an IB diploma also shows you’re willing to take on special academic challenges. You’ve chosen to go beyond the typical high school curriculum and pursue a goal that asks more of you, including substantial independent work on topics of your own choosing. This is something that every competitive college values. As we’ve mentioned, the IB program is less popular and well-known in the United States than, for example, the AP program. You must take IB courses at a certified high school—self-studying is not allowed—which limits the number of students who can participate. The expense and training required to get certified as an IB school can also contribute to its relative rarity at high schools. What this means for you is that if you have an IB diploma, you’ll be among a relatively small portion of the college applicant pool with this qualification.   This distinction shows that you’ve not only taken on academic challenges, but done so through a program that’s widely known to be reputable and rigorous and require a good deal of independent work from its graduates. Not every student can present such a prestigious qualification when they fill out their college applications, and this relative uniqueness is an advantage. In addition to the novelty of IB participation itself, certain elements of the IB Diploma Programme may give you the opportunity to do especially interesting and original academic work that will give you additional chances to set yourself apart from other applicants. As we mentioned, you’re required to complete a substantial independent research project in order to receive your IB diploma. Your choice of topic for this project can say a lot about you, and your ability to handle the challenges of independent work and create something truly original will render you a unique and recognizable candidate come application season. One particular perk of the IB program is that it can be useful not only in the college application process, but also once you get to college. Like AP test results , your IB courses can sometimes be used by colleges to determine placement and credit. Depending on your school, you may be able to be placed in higher-level courses as a result of your IB experience, or you might receive credit outright for your IB courses, which can enable you to save time and money in getting your degree. Colorado and Texas have even passed laws requiring colleges in those states to award college credit to students with IB diplomas. If you’re interested in attending college outside the United States full-time (as opposed to on a short-term basis as a study abroad student), an IB diploma may be particularly useful to you. Since other countries have different academic systems and pathways to a university education, it can be difficult for students from the US to gain entrance. The international recognition of the IB diploma can help to bridge this gap. Some examples of countries that accept the IB diploma for entrance into universities are France, Spain, Italy, India, and Turkey. Additionally, some universities offer scholarships specifically for IB diploma holders. While each country and school has additional requirements you’ll need to meet, an IB diploma can be of great help in the process. Finally, aside from college admissions concerns, getting your IB diploma can simply be a very satisfying intellectual experience in its own right. The IB program is designed not only to provide you with rigorous course content, but also to help you learn how to think, analyze, and critically consider materials in the way that your college will eventually expect. The independent projects that are part of the IB curriculum can be enjoyable as well. Some high school students don’t get many opportunities to focus their energies on the topics they consider interesting. Studying a topic that really moves you can bring out your intellectual best in a way that your daily classwork may not. Going through the full IB Diploma Programme isn’t for everyone, and as we mentioned, it isn’t available everywhere. If you have access to this option, however, it can be a strong addition to your college application profile as well as an aid to your intellectual development. You can find more advice on whether IB is right for you and handling your IB coursework in these posts from the blog : To learn more about IB, take a look at our Ultimate Guide to the International Baccalaureate Program . You can also visit the official International Baccalaureate website at www.ibo.org . Looking for more personal assistance with managing your high school goals? Check out our Student Mentorship Program to see how our experienced near-peer mentors can help you to identify your passions and prepare for the college application process.