Justice Ruth Bader Ginsburg - 2646 Words

Women’s equality has made huge advancements in the United States in the past decade. One of the most influential persons to the movement has been a woman named Ruth Bader Ginsburg. Ruth faced gender discrimination many times throughout her career and worked hard to ensure that discrimination based on a person’s gender would be eliminated for future generations. Ginsburg not only worked to fight for women’s equality but fought for the rights of men, as well, in order to show that equality was a human right’s issue and not just a problem that women faced. Though she faced hardships and discrimination, Ruth never stopped working and thanks to her equality is a much closer reality than it was fifty years ago. When Ruth first†¦show more content†¦Instead of congratulating the women though he questioned them why they were studying law and what their intentions were. He let them know that they were taking the place of other men who had also applied for a dmission. Ruth was not there to play games however and she soon made the Harvard Law Review while maintaining excellent grades. During Ruth’s second year of law school, Martin was diagnosed with cancer and he underwent surgery and weeks of radiation. Throughout this time, Ruth kept him up to date on all of his work by arranging note takers for all of his classes as well as typing his papers while he dictated them to her (Kay, 2004). She did all of this while still maintaining her grades and her studies. Ruth felt she had no other alternative than to make sure she was top in her class in order to attain a suitable job. After losing her mother at a young age, she feared that her husband would also die of cancer and she would become the sole provider of their daughter (Ward, 2010). By the time Martin was healthy enough to work again and was fully in remission, Ruth had fallen in love with her work and would not give it up. In 1958, Martin graduated with his class and accepted a job in a law firm in New York City with the firm of Weil, Gotshal Manges. In order to stay with her family, Ruth transferred to Columbia Law School to complete her final year of schooling. During her last year, RuthShow MoreRelatedSection 5 of the Voting Rights Act1699 Words   |  7 Pagesis unconstitutional. The Supreme Court struck down Section 4(b) by saying it was unconstitutional in a 5-4 decision on June 25, 2013. Justices Roberts, Scalia, Kennedy, Thomas and Alito voted in the majority, while justices Ginsburg, Breyer, Sotomayor and Kagan voted in the dissent. Chief Justice Roberts wrote the majority decision. In the majority decision, Justice Roberts points out that by 2009, â€Å"the racial gap in voter registration and turnout [was] lower in the States originally covered by SectionRead MoreSandra Day O Connor1912 Words   |  8 PagesThroughout history many U.S. Supreme Court Justices have served for numerous years on the Supreme court making final decisions on diverse cases that have created long lasting impacts. The current supreme court justice Ruth Bader Ginsburg, and former justice Sandra Day O’Connor have not only made an impact but are proof that women are equal to men when it comes to court room decisions. Throughout the essay I will explain the background of the justice, the president who appointed them, and the accomplishmentsRead MoreRuth Bader Ginsburg : A Victim Of Gender Discrimination1613 Words   |  7 PagesRuth Bader Ginsburg career did not begin as most individuals would image when considering that she now holds one of the highest positions in America; she has been met with many challenges and obstacles. Before becoming a Supreme Court justice, where she has used her position to fight gender discrimination, she herself was a victim of gender discrimination. Ruth Bader Ginsburg was born Ruth Joan Bader, on March 15, 1933, in Brooklyn, New York (Oyez, 2016). She is the second daughter of two RussianRead More Gender Equality and the Law Essay1045 Words   |  5 PagesGender Equality and the Law One of Ruth Bader Ginsburg’s primary goals of the Women’s Rights Project’s litigation was to prove that stereotypical treatment of gender under the law was unconstitutional. It was Ginsburg’s goal to make the Court realize that â€Å"the law’s differential treatment of men and women, rationalized as reflecting â€Å"natural† differences between the sexes, historically had tended to contribute to women’s subordination† (Ginsburg 11). Ginsburg carefully selected cases which she feltRead MoreWomen And The Supreme Court1490 Words   |  6 PagesA few years ago, Supreme Court Justice Ruth Bader Ginsburg said, â€Å"People ask me sometimes, when — when do you think it will it be enough? When will there be enough women on the court? And my answer is when there are nine.† Justice Ginsburg aims for a future where women can achieve the same monopoly on the Supreme Court that men held for nearly two hundred years; she is opt imistic that someday, nine women will be able to reach the height of the American judicial system. The path to an all-female SupremeRead Moreâ€Å"What Is Fueling This Anger, This Political Insanity? The1441 Words   |  6 Pagesdecisions for themselves, claiming that he would walk out of the room. In his attempt to be unbiased it appears to more so say, that he would indeed overturn Roe v Wade, but would not clearly state this. It will be the appointment of Supreme Court Justices like this, who will be detrimental to, human rights, women’s rights and civil rights. What makes America, America is the freedom to make choices and a system that embraces and protects these rights, this is a part of what makes beautiful. AmericaRead MoreInfluence Of Supreme Court Justices Essay1405 Words   |  6 PagesInfluence on Decisions of Supreme Court Justices by Their Religions Hao Meng Abstract — Religious influence on judiciary, especially when it comes to Supreme Court Justices, is a complicated issue, and it has been controversial in U.S.. Talking about judgement for the influence, it’s not all-inclusive by only dividing them into liberals and conservatives, instead, a comprehensive approach is to focus on specific cases. Keywords — Supreme Court Justice; religion; legislation; law; abortion; gayRead MoreAge Discrimination in Madigan v. Levin Essay652 Words   |  3 PagesThis means that the Supreme Court has dismissed Madigan v. Levin as improvidently granted. (OYEZ, Inc., 2013) Opinion: The Supreme Court was definitely correct to give this ruling due to all facts presented. In all honesty, as it has seemed the Justices had said with their responses to the arguments, the Supreme Court should not have even had to waste time on this case. This case seemed to be simply put, but it was as if the counsel for the petitioner Michael A. Scodro could not comprehend thisRead MoreThe Career of Ruth Bader Ginsburg1380 Words   |  6 PagesOn March 15, 1933 Ruth Bader Ginsburg was born in Brooklyn, New York to Nathan and Celia Bader (Bio.com). Throughout her life, she faced much discrimination. She grew up in a time in America where women and other minorities weren’t always thought of as equals. For example, during her hearing before the Committee On the Judiciary United States Senate, Ginsburg talked about a sign she saw in Pennsylvania that had said â€Å"No Jews or dogs† when she was a teenager. Also during her hearing, she talked aboutRead More1. Who are the people on the Supreme Court? To learn more about them, go to the Web site for the1300 Words   |  6 PagesWeb site for the Oyez Project at www.oyez.org and select two Supreme Court justices. The two Justics on the Supreme Court are John G. Roberts, Jr. and Ruth Bader Ginsburg. John G. Roberts, Jr. was appointed on 29 September 2005 by president bush at an age of 50. He is a republican, his confirmation vote was by voice and his ideologies are conservative. On the other hand, President Bill Clinton appointed Ruth Bader Ginsburg on 5 August 1993 at an age of 60. She is a democrat and her ideology is liberal

Urban and Suburban Secondary Education Essay - 3243 Words

Urban and Suburban Secondary Education There is a big disparity between urban and suburban secondary education in public schools. Many critics of this inequality are arguing that urban schools are not receiving the same attention as schools that are in suburban areas or wealthier parts of country. Urban schools are facing a large crisis on there hands, these schools are not meeting the required criteria in educating and graduating their students. So, why is there a huge inequality between urban and suburban secondary public schools? Much of the debate falls around school funding and how much schools are given to operate. Many urban schools are not being given enough money to educate its students, pay its teachers, buy new books, and†¦show more content†¦This paper will cover the inequalities between urban and suburban public secondary education. It will examine the issues of: urban education; race, class and prejudice; illegal immigration and its false claim; lastly it will focus primarily on how to remedy these issues. Urban Education Secondary education has gone through a major shift in the last century due to funding and the quality of education amongst schools located in urban vs. suburban schools. To address these issues we must first examine them what they are in general. In urban schools many of these inner-city districts are lacking funding to its order pay teachers and educate its students. Schools are not being given the fundamental tools to educate its students, one example of this would be that many schools are using outdated books that are more than 2 years old, technology such as computers that are obsolete which use programs and software that don’t meet today’s standard in society. Funding is a very important role and lack of this creates an incomplete void of education in the necessity that a student needs to receive in order to succeed in today’s world. Without the fundamental resources urban schools are being excluded from educating its pupil properly. Students that are attendingShow MoreRelatedmanagement1439 Words   |  6 PagesTarget Market Profile: Red Bull’s markets to young urban males ranging in age from 16 to 29 years old. These males live in a constantly exciting, adventurous and exerting lifestyle. They â€Å"live life on the edge† or try to and they usually are average build or go to the gym/work out on a consistent level. â€Å"Red Bull males† participate in competitive and extreme sports or any other kind of adventurous and recreational activities. Competitive gamers in the video game industry are also gravitating towardsRead MoreRhetoric And Environments Of Secondary Schools993 Words   |  4 Pageshow rhetoric and environments of secondary schools contribute to school-to-prison pipeline. In the following sections I present the reasons for engaging in this research, the purpose, goals, findings and explanation of how this research will help me achieve my career goals. Reasons for this Project In today’s modern society we believe that schools should be a place of inclusion and equal opportunity, but while everyone is allowed access to schooling, the education they receive is widely differentRead MoreTeaching Is Incredibly Beneficial For My Learning988 Words   |  4 PagesAfter experiencing English 408, I am confident in my ideologies as a future educator and am excited about utilizing them in future secondary English Language Arts classrooms. At the beginning of this course, I came to the realization that there are often times a cookie cutter model teacher that administrators often look for. Even the College of Education at Michigan State has an idea of what types of teachers they want to produce, not to say that it is a bad thing, simply a philosophy on teachingRead MoreExpanding The Cap On Funding For Charter Schools2220 Words   |  9 PagesMassachusetts. Charter schools have proven to have a large impact on educational in urban areas, however charter schools are also extremely beneficial in the suburban communities of Massachusetts. According to Matt Rocheleau from the Boston Globe, â€Å"Massachusetts ranks in the top tier nationally when it comes to median household income, but within itself there is a vast range in earnings.† This vast range in income affects many suburban areas in Massachusetts as some communities are at the maximum end of theRead MoreDiscussion Research On Parent Involvement Essay805 Words   |  4 PagesPrior Research on Parent Involvement in Education Before turning to our qualitative study of parent involvement in urban char - ter schools, the following sections outline the prior research on the benefits of parent involvement, the barriers to involvement that exist, and the potential of the charter school context to reduce these barriers. Benefits of Parent Involvement Decades of research point to the numerous benefits of parent involvement in education for not only students but also for theRead More Equality In Todays Schools Essay2265 Words   |  10 Pagessocial issues, including increasing regional poverty, and declining literacy rates in specific urban regions are related to economic differentiations in the education system. Because of recent studies, some have considered the issue of educational funding allotments in order to determine a system that provides greater equity between socioeconomically disadvantaged inner-city schools and wealthier suburban, middle class schools. This funding issue has been addressed a number of times. It has been recognizedRead Moreâ€Å"That’S The Difference Between Being Privileged And Being1032 Words   |  5 Pagesinstitutional biases? Public education is undoubtedly a gift to young Americans. There is beauty in the opportunity that the country gives its students. School shapes our identities as well as our path to success. It is where we learn about the algorithms, patterns, and historical events that influence society. School is where we meet our peers and mold our own identities. The first measure of potential is found in school. This exposure is invaluable albeit flawed. Public education has been redefined byRead MoreTraining the Disabled Workforce Essay2437 Words   |  10 Pagesanother untapped resource, particularly since their talents have often been underestimated. The stigma played a key role for them to enroll in separate courses from their peers in secondary schools that merely prepares them for lower paying jobs. Such practices not only limited their access to higher quality education, but opportunities to prove prospective employers that they are competent in handling knowledge-based jobs. Such misc alculations are causing employers and business leaders to disregardRead MoreThe Achievement Gap Between Black And White999 Words   |  4 Pagesstudent test scores. Generally it was thought that because Black students are frequently living in urban areas that they would attend schools that were not as prestigious as their white counterparts. Historically urban schools are under funded, have teachers who are less than qualified and have higher instances of crime, loitering and violence such as bullying. No research could be found related to suburban schools with small Black minority populations who out-perform state results on standardized testsRead MoreThe Percentage Of Public Elementary And Secondary School Students1046 Words   |  5 PagesA statement of the problem The percentage of public elementary and secondary school students in the United States who were identified as English language learners (ELL) in the 1999-2000 school year was 6.7% of the total school population (U.S. Department of Education, 2000). The increase is in mainly in the Hispanic subpopulation and Hispanic students traditionally perform poorly on national assessments. The No Child Left Behind legislation requires that â€Å"all children will have a fair, equal, and

How many Ski’s do they stock Free Essays

Seaport is n very few stores; therefore they are an exclusive distributor. 3. In return for providing an exclusive, what marketing demands do exclusive brands require of Seaport? They will run an ad or put items in the windows for a limited time. We will write a custom essay sample on How many Ski’s do they stock? or any similar topic only for you Order Now 4. What is the responsibility of the merchandising team? What do they do? The merchandising team is responsible for the relationships with the vendors. They are the ones who get the vendors to join the Seaport family. They also help with what stores they will go to, marketing programs and how he brand will grow. . What is the responsibility of an inventory strategist? What do they do? The inventory strategists are responsible for the quantity of the product. 6. What is the responsibility of the distributor? The distributor places the items in every sellers doors, and keeping up with all stock levels. 7. How many brands does Seaport sell? 150_ How many Ski’s do they stock? Over 1 0,000 8. What are some challenges Seaport faces in keeping all brands in stock without cookouts? Can brands keep up with the growth rate; they may not be able to produce enough products as they need. 9. What are some metrics they keep track of daily? Every time a product is sold it goes through the POS system and is automatically taken out of inventory. They can pull up: the average dollar sale, how much they are selling to a client, and the units per transaction they are selling to a client. They can pull up, at any time of the day, how much volume that is currently in the store. How to cite How many Ski’s do they stock?, Papers

Frost and Taylor Essay Example For Students

Frost and Taylor Essay Many minority ethnic groups were a minority in their school especially if it was a special school removed from their community and there was a reported shortage of Asian role models within the services provided. Meena wants independence but her lack of social interaction outside the family may mean that she finds tasks such as mixing with housemates or colleagues difficult. This may be an issue that needs addressing. Identity Part of Meenas social inclusion is development of her own identity. Enabling people with learning difficulties to tell their own story may help them emerge with a more positive sense of identity (Malin, 1995). Listening to Meena will help professionals reassess the impact their services have on Meenas life. Using techniques such as a life book will help Meena piece her experiences together (Frost and Taylor 1990 in Malin, 1995) and decide on her aims for the future, as below Profile Name Date of birth How I describe myself Important people in my life My history Things I am good at Things I need support with My interests/likes/dislikes My goals for the future. Action Plan Time scale Progressive Log Date Action Taken Result Individual Programme Planning Humphries and Blunden (1987 in Malin, 1995) reported that there were low levels of active participation in IPP meetings and Laws et al. (1988 in Malin, 1995) found that users were excluded from their own meetings! Meenas family claim to have little involvement in any meetings for Meena mainly due to the fact that language was a barrier, the only person in the family who spoke enough English to cope in these meetings was Meenas sister who was too young to truly understand what was going on. Finding ways to ensure that people with learning difficulties ands their families have a chance to say what services they feel they want are crucial says Malin (1995). Yet this seems to have failed miserably in Meenas case. Meenas IPP needs to make sure that its main focus is on her and she is being listened to and resulted in action that reflects her aims and priorities. She also needs to have control over the process and is helped prepare for the IPP (Malin, 1995). Meena has relatively little knowledge of the planning process having been passive in all decisions up to now. Meena needs to be able top explore possible options for example moving out. Does she truly realise all the responsibilities this would entail, moving is a stressful experience and moving out the family home is a huge step. She has the basic housework skills but does she know not to let in strange callers? Does she understand that being alone in a house can be quite scary sometimes? Going from a bustling family home to a flat on her own may be quite a shock. It is important that she is made aware of these things because they may end up compromising her independence. Meena may benefit from the support of a broker, an independent agent that is accountable solely to Meena and her family. They could help Meena decide what support she needs and create a package that suits (Malin, 1995). As an adult with autism Meena may be unable to access local services and are referred to residential services far from home. She requires person centred planning to make it possible for her to exercise her own choice in how her housing and support is provided. (DofH, 2001). Consulting Meena in this process will help avoid the incident at the college where her behaviour resulted in her being excluded. If Meena is doing something she wants then she wont get frustrated. There is evidence that at least some of peoples challenging behaviour results from the lack of control people have over their lives (Malin 1995). If Meena is able to assert herself and make her own decisions, say by enrolling on the catering course she wants to do then she need not resort to aggression. Staffing Meena needs the right staff to work with her, staff that understand her cultural and communication needs as well as someone who she genuinely gets along with. .u29e79b7229025eaba8bf872ca04d2bd0 , .u29e79b7229025eaba8bf872ca04d2bd0 .postImageUrl , .u29e79b7229025eaba8bf872ca04d2bd0 .centered-text-area { min-height: 80px; position: relative; } .u29e79b7229025eaba8bf872ca04d2bd0 , .u29e79b7229025eaba8bf872ca04d2bd0:hover , .u29e79b7229025eaba8bf872ca04d2bd0:visited , .u29e79b7229025eaba8bf872ca04d2bd0:active { border:0!important; } .u29e79b7229025eaba8bf872ca04d2bd0 .clearfix:after { content: ""; display: table; clear: both; } .u29e79b7229025eaba8bf872ca04d2bd0 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u29e79b7229025eaba8bf872ca04d2bd0:active , .u29e79b7229025eaba8bf872ca04d2bd0:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u29e79b7229025eaba8bf872ca04d2bd0 .centered-text-area { width: 100%; position: relative ; } .u29e79b7229025eaba8bf872ca04d2bd0 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u29e79b7229025eaba8bf872ca04d2bd0 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u29e79b7229025eaba8bf872ca04d2bd0 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u29e79b7229025eaba8bf872ca04d2bd0:hover .ctaButton { background-color: #34495E!important; } .u29e79b7229025eaba8bf872ca04d2bd0 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u29e79b7229025eaba8bf872ca04d2bd0 .u29e79b7229025eaba8bf872ca04d2bd0-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u29e79b7229025eaba8bf872ca04d2bd0:after { content: ""; display: block; clear: both; } READ: A ciascuno il suo EssaySupported living may be an option for Meena and if she moves into a group home then it must take her needs into account. Most people get a say on who they live with, people with learning difficulties often do not get this option. Meenas family are concerned that she is unable to cope on her own and may feel alienated, this is a real concern but sensitive staffing can help the transition into independence. Malin (1995) suggests that people with learning difficulties should have a clear role in selecting and even firing staff. Tension with staff could be a problem considering Meenas past history of challenging behaviour. It has been said that people with learning difficulties often value the support of professionals but can also feel alienated (Malin, 1995). If a person cannot relate to Meena and her needs then her needs may not be met. Meena should have the right to change her key worker if she feels that tension is a problem, this is an issue that will apply to staff in her college course and staff that may be living with Meena. Relationships Meena has lived a considerably sheltered life and her families concern that she may not be able to cope also relates to her naivety in relationships. Independence comes with rights and responsibilities; Meena needs to be aware of possible dangers that she has not come across before. The only people Meena has had around her have been her family, paid staff and other service users; she has had little contact with the wider community. Meeting new people comes with the territory of independence but rights must be balanced with risks says (Hendry et al. 2002). Meena may need support in developing relationships and protection from exploitation. An article in Community Care (Hendry at al.2002) stated that this issue should be covered in Meenas care plan and will be covered by a team of Meenas immediate carers plus a multi-disciplinary team compromising of psychologists, community nurse personal advocate and more. The article also states that this approach means a close scrutiny of risk assessments and aid an appropriate care plan (Hendry et al. 2002). Whilst this a good practice in ensuring that abuse does not occur Meena appears not to feature much, a person without a learning disability will not have a multi-disciplinary team discussing the most private of human life! Meena needs basic knowledge and encouragement to take responsible risks. Life is a learning curve and if full inclusion is to be a part of it then Meena must also learn through experience. It is the responsibility of staff to make sure Meena is aware of risks. Conclusion There are many things to consider when helping Meena towards independence and inclusion but it must be remembered that having the opportunity to make informed choices about life is a fundamental right (Thomas and Woods, 2003). Meena needs to be able to make informed decisions and understand her own rights and responsibilities in order for her to achieve her goals. Word Count 2433 References BIGNALL, T and BUTT, J (2000) Between Ambition and Achievement. Bristol: Policy Press DEPARMENT OF HEALTH (March 2001) Valuing People: A new strategy for learning disability for the 21st Century. The Stationary Office EUSTACE, A (2002) Speaking up, Community Care Jan 10, 2002 GATES, B (ed) (2001) Learning Disabilities. London: Churchill Livingstone HENDY, S; KNAPPER, J; THORLEY, J and LOW, W (2002) Balancing act, Community Care May 23 2002 MALIN, N (ed) (1995) Services for People with Learning Disabilities. London: Routledge SWAIN, J; FINKELSTEIN, V; FRENCH, S; and OLIVER, M (1994) Disabling Barriers-Enabling Environments. London: O. U. Sage Publishing THOMAS, D and WOODS, H (2003) Working with People with learning Difficulties. London: Jessica Kingsley Show preview only The above preview is unformatted text This student written piece of work is one of many that can be found in our University Degree Social Work section.

The Second Task Of Marriage Essays - Catholic Theology Of The Body

The Second Task Of Marriage John Coppola 4/26/00 THL 467 The Second Task of Marriage The following essay will attempt to explain in detail what exactly the second task of marriage entails. Procreation as a task of marriage seems to be a fairly simple and straight forward one at first, but to fully understand it, one must have a deep understanding of the Catholic notion of love, sexuality, embodiment, and other moral norms relevant to various aspects of this task of marriage. With regard to love, a married couple with the desire to have children of their own must have a certain type of unconditional love for each other before they are truly ready to have children. When talking about sexuality, a couple must have an understanding of Catholic beliefs about sexuality which deal with the meaning of sexuality and the practices of sexuality considered acceptable and unacceptable by the Church. The topic of embodiment is a very broad one, and it is relevant to almost every aspect of marriage because it has to do with the idea that all humans are embodied in the image of God. The following essay will cover, in more detail, each of these ideas in order to show how important each is to the Catholic belief about the second task of marriage. It has already been stated that the second task of marriage is service to life through the action of procreation and education. Love plays a very important role in accomplishing this task both in the way that it is needed for procreation and the proper upbringing of children. Within marriage, a certain kind of love must exist for the second task of procreation to be carried out properly. First of all, there is romantic love that can come in the form of lust, infatuation, and sentimental love. Romantic love is an important component to the relationship of a married couple, but romantic love alone is an insufficient base on which to build a strong marriage. The kind of love that is needed to create a strong, stable marriage is responsible, unconditional love called agopic love. Agopic love is a kind of intangible love that can only be gained by being with another person for a good amount of time and truly getting to know everything about them while maintaining your love for them. What is meant by truly knowing the other person is that both individuals within a relationship know and understand the great, the good, the fair, and the faulty things about each other to the point that no personality traits of each other go unrevealed. This kind of mutual love can bring a couple so close to each other that an unbreakable bond is created. The strength of agopic love is such that a couple would never consider separating, and herein lies the reason why agopic love is so important for carrying out the second task of marriage. It is the Catholic view that before a couple decides to have children they need to come to a mutual understanding that they will do everything in their power to raise their children the best they can in accordance with Church teaching. This includes life long unconditional love of children and each other, because, without love the family cannot live, grow, and perfect itself as a community of persons (FC 32). Pope John Paul II puts it best in Familiaris Consortio when he says, the family has the mission to guard, reveal and communicate love, and this is a living reflection of and a real sharing in God's love for humanity and the love of Christ the Lord for the Church His bride (FC 31). Agopic love is the only type of love comparable to God's divine love of all human beings, and it is a prerequisite for the proper accomplishment of service to life through procreation and education. The Catholic understanding of sexuality is another important factor that a married couple must be fully aware of before attempting to carry out the second task of marriage. The importance of sexuality relates mostly to the act of procreation. The act of sex, or conjugal love is regarded in Church teaching as very sacred. Conjugal communion constitutes the foundation on which is

Which Era or Society Would I have Liked to llve In essays

Which Era or Society Would I have Liked to llve In essays At long last, the wars were over. Arthur, the great king Camelot, had devoted his life to building a land of peace and justice. Now he wished to marry. But the peace was not to last. The most powerful of Authors knights, Prince Malagant, had long been jealous of the kings glory. Now he found cause to quarrel with Author and left Camelot with hatred in his heart. And so the land was divided again, between those who rallied to Prince Malagant, seeking the spoils of war, and those who stayed loyal to the king. And then there was Lancelot, a wanderer who had never dreamed of peace or justice or knighthood. Times were hard. A man made his living and way he could. And Lancelot had always been good with a sword...(The First Knight) This is the dialogue from my favorite movie. This is the era, period in which I have always dreamed of living in. To gallop on a white horse with my extra long hair flowing in the wind, as my knight and shining armor leads the way. It seems very romantic, but I have always been fascinated by the era. In history class all I can remember learning is about the kings and there selfish ways of ruling and the kingdoms they ruled. King Alexander and king Charles the eighth. I dont remember all the king just that many of them were pail from no sun light, and they rules there countries to the best of their abilities. Well, some did others kings just ruled to the best of their evilness. In most history books and paintings, the Queens wore extravagant clothing. I have always liked their clothing, along with how they did their hair. Every queen and princess had many servants and their servants did everything for them, even helped them go to the bathroom. If I were living during this time the toilet thing would have to be changed. All the kings and queens lived in beautiful castles, some with big walls surrounding the whole city, to protect the people. The castles had tons of rooms and ...

Language Teaching Essay Example | Topics and Well Written Essays - 1750 words

Language Teaching - Essay Example Normally, people learn their first language through the natural inputs of hearing, seeing and observations in their daily life experiences. It was only after the emergence of psychology as a branch of science that interest on the evolution of methods based on the research findings of how human acquire learning and how they respond to different modes of teaching took a paradigm shift. And as part of a changing world system, the methods have also evolved to become more effective over the years. (Anthony, E.M. 1963). Most of us learn to speak at least two languages. Our first language (L1) is known as our native language, and is acquired from our childhood years. The Second Language (L2), also known as foreign language, is acquired as taught in schools, or by living in a state where another language is spoken. Acquiring the first language in most situations is as effortless as learning normal routines. We learn it because we are exposed to it most of the time. On the other hand, learning another new language calls for greater effort and dedication, and persistent application of the trial and error methodology. The emphasis on this type of language teaching is on how an individual can successfully grasp a second language over a given period of time. It is suitable for the classroom as well as the individual student, because every student who wants to learn a new language has different learning needs, and the instructor has to choose the right method to be used in teaching the classroom which can be easily understood by everyone and does not alienate any student in the class. (JoAnn (Jodi) Crandall, p.3). 3. Approach, Design and Procedure Richards and Rodgers developed a three levels framework to help instructors effectively teach second language. The three levels: Approach, Design, and Procedure, are interrelated to each other as the content of each level directly affects the contents of the other levels. Richards and Rodgers implied that in order to select the best method, we should look at each method as a separate series of theories and applications, and that the methods can be evaluated by comparing and coordinating the three interrelated levels. Now let us define the three levels first. (Richards, J. and T. Rodgers. 2001). 3.1 Approach No methods exist alone unsupported by theoretical views, and that is why methods and theories must be viewed together. The methods that are to be utilized for the purpose of language grasp have their orientation in well tested and defined theories. The system or method used is first split into units of components comprising the whole. These units are then employed as components of the language, viz. grammar, vocabulary,

Maritime Commerce Essay Example | Topics and Well Written Essays - 2750 words

Maritime Commerce - Essay Example The late 17th century saw the entrenchment of the United Kingdom as the supreme master of the world seas. Specifically by 1880, UK had proudly showcased the world's largest naval and mercantile fleets as well as the biggest overseas empire the world has ever seen since Alexander the Great (Killingray 2004, p. 1). The Industrial Revolution and the expanding slave trade necessitated an increased exportation of manufactured goods. Outside UK, the rest of the world was flung in a global system of expanding commerce. All of these necessitated navigation laws, maritime trade laws and international conflict of laws to settle the increasing strife and contentions between the parties to maritime trade i.e. the common carriers , the shippers and the consignees who most of the time represented buyers or importers of products. Today, maritime trade has been complicated with the maritime transportation of hazardous cargoes that brings about degradation in the world ecological and environmental system not to mention wanton destruction, ruin and loss of lives. With the onset of g

Pop Art- Andy Warhol Research Paper Example | Topics and Well Written Essays - 1500 words

Pop Art- Andy Warhol - Research Paper Example The essay "Pop Art- Andy Warhol" states the art of Andy Warhol. To understand the concepts and techniques employed in the pop art, this paper will analyze Andy Warhol through the period of his work. This will include the techniques and themes he employed in his work the origin and the implication of the art movement as well as the work of Andy Warhol through analysis of literature and internet sources in the form of annotated bibliography. Pop art originated in Britain much earlier than it did in North America, but their origins were independently motivated. The beginning of pop art in the United States marked the reemergence of the hard-edged composition of art and the use of representational art. The representational nature of art was achieved through pop art by the artists using mundane reality, impersonal, parody and irony to mask the personal symbolism. â€Å"The works of pop artists were at their greatest high in America in 1960’s and the term pop art was introduced in December of 1962 during a Symposium on pop art that was organized by the museum of modern art†. Freeman, asserts that the generation of American pop artists in its prime duration of the 1960’s had to search deeply for dramatic styles that would help in the creation of a demarcation between the art and the well-designed commercial material. The prime period of the pop art was known as the pop art movement that was marked by a new level of fascination with the popular culture that was meant to influence and reflect the post-war society.

Transactional And Transformational Leadership

Transactional And Transformational Leadership Max Weber was the pioneer in developing theory of transactional and transformational leadership, but the theory was further explored by James MacGregor Burns (1978) to Bernard Bass (1985). According to Kuhnert and Lewis (1987), this theory is to explain how personality differences in leaders lead to either transactional or transformational leadership styles (Kuhnert Lewis, 1987). According to Burns (1978) as cited by Kuhnert and Lewis (1987), transactional leadership occurs when one takes the initiatives in making contacts with others for exchanging something valued. Whereas transformational leadership occurs when one focuses the needs, the beliefs, and the values of followers. According to Yukl (1981) as cited by Kuhnert and Lewis (1987), transactional leadership involves exchange of information between superior and subordinates and influences each other reciprocally so that each derives something valued. In other words, it is a win-win situation for both superior and subordinates in getting something they valued. Kellerrmen (1984) as cited by Kuhnert and Lewis (1987) claimed that both the transactional leaders and followers engage in mutual dependence in which the contributions of both sides are acknowledged and rewarded. However, leaders are still influential in making decision and the range is in the best interest of the followers. To be an effective transactional leader, they must regularly fulfill the needs and expectation of their followers. Thus an effective transactional leader is able to respond to the reactions and meet the expectation of their followers (Kellermen, 1984) in (Kuhnert Lewis, 1987). Although transactional leadership is described as exchanging valued outcomes, some literature review suggested that not all exchanges are equal. Graen et al. (1982) in Kuhnert and Lewis (1987) studied the impact on both high-quality and low-quality exchange relationship had on turnover rate of employees in an organization. The result of the study is that employees who engage in exchanging emotional support and resources (high-quality) were less likely to leave an organization compared to employees who engage in exchanging contractually agreed upon elements such as eight hours schedule per day (low-quality). Graen et al. (1982) suggested low-quality exchanges are based on goods or rights. In contrast, high-quality exchanges are based on interpersonal bond between leaders and followers. However in these exchanges, transactional leaders have to clarify the roles and task requirements followers must complete in order to reach to their personal goals and in the same time fulfill the missi on of the organization (Kuhnert Lewis, 1987). Kuhnert and Lewis (1987) also indicated that transformational leadership originates the personal values and beliefs of leaders, not involving any exchange of commodities between leaders and followers. Both Bass (1985) and Burns (1978) as cited by Kuhnert and Lewis (1987) stated that transformational leaders demonstrate their deeply held personal value systems that include such values as justice and integrity. Burns (1978) refers these values were not exchangeable or negotiated between individuals. By expressing their values and specific standards, transformational leaders are able to unite followers and change followers goals and beliefs thus achieve organizational goals. This form of leadership results in higher achievement of performance among individuals (Bass, 1985) in (Kuhnert Lewis, 1987). Kuhnert and Lewis (1987) stated that transformational leaders gain their influence by displaying important personal characteristics. These personal characteristics in a leader were described by Bass (1985); some of them are intellectual stimulation, individualized consideration, and level of charisma. According to Dionne et al. (2003) in Ismail et al. (2011), intellectual stimulation is viewed as a leader who cares about intelligence, rationality, logic and careful problem solving in an organization. Leaders stimulate followers to re-examine ways of doing things, use of rational thinking before taking actions. In addition, individualized consideration is viewed as leaders concern about their followers needs. Leaders encourage followers reach to their full potential through proper coaching and mentoring and link followers need to the organizational strategy and goals (Ismail et al., 2011). Thus, successful transformational leaders are able to articulate goals, build an image, demonstrate confidence and inspire followers. These behaviors can convince and motivate followers without exchanging for goods or rights, which characterizes transactional leaders (Kuhnert Lewis, 1987). 5.2 Interactions between Transactional and Transformational Leadership According to Hamilton (2010), Bass (1985) proposed that: there are situations in which the transformational approach may not be appropriate, [and that] organizations need to draw more on the resources of charismatic leaders, who often can induce followers to aspire to and maintain much higher levels of productivity than they would have reached if they had been operating only through the transactional process (Bass, 1985, p. 40) in (Hamilton, 2010). Bass (1999) also indicated that there are plenty of works needed to be done in order to have confidence in full range of transactional and transformational leadership (Bass, 1985, p. 10) in (Hamilton, 2010). To show how transformational leadership and transactional leadership interact with one another, a research has been conducted by Corrigan and Garman (1999) as cited by Hamilton (2010). This study was about how the two (transactional and transformational leadership) interact within the realm of team leadership. Researchers explored how transformational and transactional leadership skills are needed to develop team cohesion. In this study, team leaders needed to have transformational skills: inspiration and charisma, intellectual stimulation, and individualized consideration (Corrigan et al., 1999, p. 304) in (Hamilton, 2010) that allowed them to inspire team members and help the team move forward with creative problem solving. This motivational need and focus requires the leaders to not only exhibit transformational skills but transactional skills. In making transactions, the leaders had three goals which are clarifying expectations, motivating improvement, and recognizing achievement s (Corrigan et al., 1999, p. 308) in (Hamilton, 2010). Transactional skills are needed to help maintain effective programs. The interaction between transactional and transformational skills were valuable for leaders in which they utilized skills, which allowed them to meet both present and future needs of team members and organization (Hamilton, 2010). It was concluded that a manager can be both transformational and transactional leader depending on various situations. It results in more effective leadership behaviour of leaders in an organization (Hamilton, 2010). 5.3 Transformational and Transactional Leadership on Organizational Commitment 5.3.1 Employee Attitude and Customer Satisfaction Mowday et al. (1979) as cited by Emery et al. (2007) found that organizational commitment reflects employees identification and involvement. To be more specific, it holds three dimensions: a strong belief in and acceptance of organizations goals and values; a willingness to exert considerable effort on behalf of the organization; and a strong desire to maintain membership in an organization (Mowday et al., 1979) in (Emery et al., 2007). According to Emery et al. (2007), there are several findings indicated there are positive relationship between a persons willingness to participate in quality improvement efforts and organizational commitment. Morris (1995) in Emery et al. (2007) found that employee job satisfaction is one of the critical factors in delivering satisfaction to customers. In addition, it also concluded that employee job satisfaction comes from: the job itself, supervisor relationship, management beliefs, future opportunity, works environment, pay/ benefits/ rewards, and co-worker relationships (Morris, 1995) in (Emery et al., 2007). Another study of retail banking industry, Brown and Mitchell (1993) in Emery et al. (2007) found that job dissatisfaction of customer contact personnel was positively correlated with lower customer satisfaction. In addition, there is a similar research has been conducted by Atkins et al. (1996) in Emery et al. (2007), authors examined level of customer satisfaction by nurses services at a major Midwestern hospital, the correlation between nurses job satisfaction and patients recommendation of which units they preferred was .85 (Atkins et al., 1996) in (Emery et al., 2007). 5.3.2 The correlation between Leaderships and Organizational Commitment According to the research done by Emery et al. (2007), the purpose of this study is to examine the connection between transactional and transformational leadership and job satisfaction and employee commitment. The results indicated that transformational leadership was found to have higher correlation with job satisfaction and employee commitment compared to transactional leadership. Bass (1985) as cited by Emery et al. (2007) indicated that transformational leaders are likely to find more acceptances in an organization, where receptivity to change and a propensity for risk taking are available. However, leaders who question the status quo of an organization which bound by tradition, rules and sanctions may be viewed as too unsettling or anxious thus perceived as inappropriate. Thus, open to creative suggestion, innovation and risk taking may be more conducive to transformational leadership compared to challenge the status quo of an organization (Emery et al., 2007). Bass (1985) suggested that transactional leadership are preferred over in service sectors such as banking sector. However, Emery et al. (2007) found that the employees in banking sectors preferred transformational leadership. It could be explained that the system of reinforcement in mechanistic organization is so thoroughly entrenched in the organizational structures, which leaders do not need to provide contingent reinforcement. Emery et al. (2007) found that charisma is preferred beyond contingent-reward behaviour in relation to leader effectiveness. These findings are consistent with other researches done by Hater and Bass (1988) and Waldmen et al. (1987) as cited by Emery et al. (2007) where it had demonstrated the importance of charismatic leadership in level of organizational commitment. However, Emery et al. (2007) failed to support that the charisma is only important at the highest management levels. It is due to lower-level managers somehow comply with the decisions of the higher-level charismatic leaders by receiving contingent rewards. Another finding by Emery et al. (2007) indicated that there are no gender differences in terms of magnitude and preference of particular leadership styles. Female managers are equally display transformational style as males, both males and females managers exhibit similar level of charisma, intellectual stimulation and individual consideration. This study by Emery et al. (2007) supports the use of transformational leadership to increase job satisfaction and organizational commitment of customer contact personnel. These findings become more significant as service corporations attempt to empower their employees and strive to retain customers through relationship strategies. Another evidence is that result indicated that transformational leadership and particularly charismatic is preferred by employees although they received low paid in an organization. According to Emery et al. (2007), employees place a great deal of trust in their leaders judgment; they adopt leaders values and form strong emotional ties to the leader. Leaders personal characteristics are directly support the dimension of service quality (Parasuraman et al., 1988) in (Emery et al., 2007). According to Bass (1994; 1999), Howell and Avolio (1993) and Ismail et al. (2010) as cited by Ismail et al. (2011), since it is an era of global competition, many organizations shift the paradigms of their leadership styles from transactional to transformational leadership as a way to achieve their strategies and goals. Transformational leaders are effective leaders that develop their followers full potential, higher needs and motivate them to unite, link their goals to organizational goals and beliefs (Ismail et al., 2011).

Essay on Whartons Ethan Frome: Absence of Light and Life

Absence of Light and Life in Ethan Frome Ethan Frome, by Edith Wharton is set in Starkfield, a small community plagued by harsh winters that seem to ebb away at life. In this town lives Ethan Frome, a crippled man who seems to be the physical embodiment of mortal suffering. An new arrival to the town, is drawn by Ethan. He is compelled to uncover the story behind the enigmatic man. What he discovers is a tragic tale of human suffering, an excellent example of tragic irony. Ethan was married to a cold complaining woman named Zenobia, nicknamed Zeena. His only joy in life was Zeena's younger cousin Mattie Silver, who stays with them as help for Zeena in her illness. Ethan grows to love Mattie. When Mattie is forced to leave by Zenobia, Ethan discovers that Mattie shares his love. However the two cannot find a way to escape the town they live in to start a new life together. Caught up in a rush of passion, they try to commit suicide and fail. Ethan is crippled and Mattie is paralyzed. They can now never leave town for a life together. And Ethan is doomed to a life of silence with two complaining women. Edith Wharton's writing style in Ethan Frome is impeccable. On the surface, Ethan Frome is simply a good story. Mrs. Wharton however adds incredible depth by the careful use of description, and symbolism. And her use of irony makes the tragedy of the story even more poignant. An excellent example of the symbolism in the book is the relationship between the weather of starkfield and the main characters of the book. Ethan Frome is living proof of what winters in Starkfield do to the human soul. As the narrator exclaims in the prologue, "Why, he looks as if he were dead and in hell now!". A close examination of Mrs. W... ...ave, it seemed to Ethan that she had become "an alien presence, an evil energy secreted from the long years of silent brooding." Ethan was drawn to Mattie because she represented all things summer and happiness to him. He rejected Zeena who had become the living symbol of silence, winter and unhappiness. The tragic irony of Ethan Frome was that after the "smash-up" Mattie became the complaining cold person while Zeena has to take on Mattie's role as a caretaker. Ethan is now a cripple who can only stay during the long winters of Starkfield. And also the long winters of moral isolation of silence and unhappiness and brood on what might have been. As Ethan comments in the prologue on his experience in the warmth of Florida winters, "Yes: I was down there once, and for a good while afterward I could call up the sight of it in a winter. But now its all snowed under."

Business research process Essay

This paper will discuss the business research process and how the business research process works and what the steps are. The business research process usually starts with an overview of the business market or industry. The objective of the business research process is to found out if an opportunity exists within a certain market of business. Business research is the method a company business or corporation makes to decide the most efficient, productive and the ethical way to make money for the company business or corporation to generate in the varied customers. Business research is also a field in which the use of practical study is also involved and is used which a business company or corporation obtains the data or information to get a better observation to better manage the business corporation or company. So when you start any business corporation or company business research needs to be done so that they can identify the competition that they might have. Business research process entails studying all aspects of a company, its customers and the market, then using that information to make sound business decisions. Typically, a company will assess its own strengths and weaknesses, but place particular emphasis on how customers view their products. When company managers study the market, they will usually take a comprehensive look at key competitors and the industry in which they operate. The first step in the business research process is Identifying Competitors in which the business or company identifies the competitors in the industry. One way to gain information on the competition is through a secondary set of research. Secondary research information is the data that is already available about the industry: market share and total market sales. Secondary research may also provide detailed information about competitors, such as the number of employees, the products they sell and their strengths. Secondary research can be found through many  different sources, depending on the industry that they are in. The second step in the business research process is studying the Customers In this process the business company or corporation studies the consumer or business customer. It is very important to figure out what the customer wants and needs before developing any products that will meet the needs of the customers. The customer will usually determine which products or goods will sell. If customers’ needs are not met, they will usually buy the competitors’ products. The best way to found out a customer needs is through primary research. Primary research includes phone surveys, personal interviews and even mail surveys. With these surveys, marketing research pros will test certain product concepts, measure a customer satisfaction and figure out the best features and prices for their products. Reference and citations www.smallbusiness.chron.com

The Effects of Inflation Targeting

The Effects of Inflation Targeting Introduction Inflation is an increase in the prices of goods and services in the economy. It is linked to a variety of other economic factors and phenomena, both as a cause and result of inflation. These factors can be quite varied and can result in both negative and positive impacts on the economy.Advertising We will write a custom research paper sample on The Effects of Inflation Targeting specifically for you for only $16.05 $11/page Learn More Governments, usually through their central bank, have various methods to identify and reduce inflation. However, the response is invariably political in nature, primarily because the efforts to lower inflation can sometimes result in a lack of attention to issues such as unemployment. Additionally, inflation does not target all industries equally. Special attention to inflation made on the part of banks and government entities may insufficiently lower process in one industry, or ignore another sector. Due to the gl obalized nature of the economy, allowing inflation to continue unchecked can have disastrous consequences, not only to the nation it originates in, but also in nations it is trading with. Prime example of inflation and poor economic or political responses and its effect throughout the world, is from the most recent recession of 2007-2009. Also known as the Great Recession which is one of the biggest financial crises since the Great Depression of the 1930’s. What is the principal premise behind inflation targeting? Inflation targeting is an economic policy where authorities set a monetary goal and shape the policy to match it through the use of interest rates and other budgetary tools. These figures are what dictate the prices of products within the country. Using this form of policy is a secure method in regulating the costs of conducting business. In other words, the amounts paid out in labor and production remains lower than the value received. In theory inflation targeting is straightforward: the impending rate of inflation is predicted by the central bank, later on it is juxtaposed with the target rates which the government considers as appropriate for the economy and intends to achieve. The difference between the predicted amount and the goal determines how much monetary policy has to be adjusted (Mishkin, 2001). This type of financial manipulation is meant to avoid a shortage of available goods, as well as to encourage public investing and savings into capital funds such as stocks and bonds in order to maintain the overall money supply.Advertising Looking for research paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More What evidence indicates that managing the money supply is the principal task of inflation targeting? Inflation targeting is a method used by the Central Banks in order to control the economy as well as maintain stability in the financial markets. This means the Bank is responsible for keeping a balance between the supply and demand for money. Taking into account that numerous transactions use currency, there is a significant influence of money on economy of the country. In order to increase the supply of available funds, Banks will reduce interest rates, which encourage investments and also give more buying power to the consumer. An increased sale on goods persuades corporations to order more materials and increase production. The expansion of business performance requires more employees and influences on the demand for capital goods. The prices are raised with the influence of the situation caused on the stock market in a supple economy. This in its turn forces companies to deal with debts and equity. If the money supply continues to expand, prices begin to rise and banks will then raise interests’ rates in order to offset the inflation rate. However, if left un-monitored or in the case of the recent recession, reducing intere st rates too low will have a disastrous impact on the economy. Some experts believe this was the main cause of the current downturn; loose lending on the part of the Banks coupled with no-money down loans provoked a rapid rise in the housing market. When this same market crashed, a majority of the loans went into default and with no capital to collect on; Banks were facing real dangers of bankruptcy. Is there an ideal rate of Inflation? Ideally inflation rates should be stable at 2 percent per year allowing room for economic growth. Amounts which are over 3 percent or below 1 percent are generally a cause for concern. The United States for example, has experienced low levels of inflation recently due to the sluggish economy following the Great Recession. Currently the inflation rate is about 2.5 percent of the gross domestic product which is up from the negative 1.3 percent during the recent economic decline (Losman, 2010 Luojia Toussaint-Comeau, 2010).Advertising We will write a custom research paper sample on The Effects of Inflation Targeting specifically for you for only $16.05 $11/page Learn More Have monetary policy makers embraced policy initiatives through extensive understanding of these relationships? What does evidence show? After the recent economical crisis, emergency interventions were implemented in order to rescue many national financial systems. Stimulus plans and major bailouts became a major factor in financial policies. In the United States the â€Å"ARRA (The American Recovery and Reinvestment Act of 2009)† (Isidore, 2009), was created in order to take immediate action against the growing crisis. Its primary objectives include: job creation, investment in infrastructure, education, health and capitalize on the green movement. The estimated cost of the recovery program is over $700 billion (Isidore, 2009) The main principal behind the ARRA is that â€Å"†¦during recessions governments should offset t he decrease in private spending in order to save jobs and stop further economic deterioration† (Isidore, 2009). Despite official statements made by government officials about recent economical stability, the general population remains pessimistic. Falling income, rising unemployment and an increase in energy and food costs, have critics believing the country is still in crisis and possibly facing another recession. Isidore, Chris. â€Å"The Great Recession†. CNNMoney. March 2009. Web. July 2012. Losman, Danakan.. (2010). â€Å"The Rise of Stealth Inflation†. Challenge, 2010. Questia Trusted Online research. Web. July 2012. Luojia, Hu, Maude Toussaint-Comeau. â€Å"Do Labour market activities help predict inflation?† Economic Perspectives. Questia Trusted Online research. 2010. Web. July 2012. Mishkin, Frederic S. â€Å"Inflation Targeting†. National Bureau of Economic Research. July 2001. Web. July 2012.Advertising Looking for research paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More

El HACHA Parte Medios Cultivan

El HACHA Parte Medios Cultivan Free Online Research Papers Hoy en dà ­a la campaà ±a televisiva de desodorantes de AXE forma parte de la cultura meditica de los jà ³venes y se ha convertido en una referencia de consumo. Es de esta manera que este proyecto de investigacià ³n busca explorar la publicidad de AXE en Mà ©xico para lo que se estudiarn los comerciales de manera semià ³tica para analizar la construccià ³n de lo femenino y de lo masculino, asà ­ como la funcià ³n narrativa de los gà ©neros en esta publicidad. Para lo anterior se utilizarn los grupos de foco como metodologà ­a; de hecho, se harn tres grupos distintos para obtener la perspectiva femenina, la masculina y la extranjera de la publicidad de este producto. En estos grupos foco se utilizarn 15 comerciales de AXE previamente elegidos al azar, recuperado de Internet. Para la teorà ­a se manejar el circuito de la cultura enfocado especialmente a los momentos de consumo y produccià ³n, aunque no se dejar a un lado el momento de la representacià ³n puesto que es tambià ©n importante para el estudio. Sin embargo, este estudio no se detendr del todo en este punto; sà ³lo se mencionar el porquà © se considera importante este momento del circuito de produccià ³n para el presente proyecto de investigacià ³n. Asimismo se utilizar la teorà ­a de Paul du Gay en cuanto al anlisis de las prcticas culturales debido a que se considera que el consumo del producto viene acompaà ±ado por una prctica cultural que depende del paà ­s en el que se lance dicho producto dado que se infiere que los comerciales se diseà ±an de diferente manera basados en la cultura para lograr su aceptacià ³n. Para hacer esta inferencia se parte del hecho de que cada cultura tiene distintos estereotipos y de que su percepcià ³n ser diferente aunque se trate del mismo producto y de que se trate de llevar el mismo mensaje a los consumidores. Se utilizar la teorà ­a de las prcticas culturales de Paul du Gay para analizar los tipos de interpretacià ³n de cada uno de los pà ºblicos a los que va dirigida la publicidad de AXE. Esto con el fin de poder ver como las prcticas culturales en Mà ©xico se ven marcadas por el manejo de la publicidad para introducir el producto en nuestro paà ­s y seguir la là ­nea general de su publicidad de tal manera que sea aceptado dentro del nicho de mercado pertinente. Se analizarn los comerciales televisivos para tratar de descubrir los elementos que se manejan para configurar o reforzar los estereotipos de lo femenino y de lo masculino en los consumidores mexicanos y los extranjeros. No obstante vale la pena recalcar que este trabajo se enfoca principalmente en las prcticas de consumo e interpretacià ³n de la sociedad mexicana y de esta manera descubrir como es que los valores del producto se relacionan con los de la sociedad mexicana y el tipo de interpretacià ³n para explorar las razones del consumo. Este estudio es importante para poder ver como es que lo masculino y lo femenino se configuran en la publicidad, especà ­ficamente en la campaà ±a televisiva de AXE. Lo anterior es relevante debido a que dà ­a a dà ­a la sociedad se encuentra rodeada por la publicidad e incluso puede volverse parte de la informacià ³n utilizada para la construccià ³n de una concepcià ³n propia de la figura femenina y masculina. De igual manera este estudio pretende obtener la opinià ³n de los consumidores de publicidad, asà ­ como su opinià ³n acerca del uso de estas figuras en ella. 2. REVISIÓN BIBLIOGRFICA Goddard (2000) en su documento The Female gaze and the construction of masculinity expone que la construccià ³n de la masculinidad se hace a partir de lo que los hombres piensan que las mujeres quieren o buscan en ellos; es decir, los hombres crean su identidad a partir de la representacià ³n que las mujeres tienen de cà ³mo debe de ser un hombre. Es de esta manera que Goddard explica que el cambio dentro de los patrones de comportamiento de ambos sexos se basa en el hecho de que se encuentran bajo la mirada del otro, o mejor dicho, ambos sexos construyen su identidad a partir del supuesto de que tienen que complacer al otro. Lo anterior puede ser explicado, segà ºn este autor, a partir de que la construccià ³n de lo femenino y lo masculino se hace como una relacià ³n de poder en la que se busca ser lo que el otro espera para asà ­ poder controlarlo. Es asà ­ que el texto de Goddard nos puede servir para entender como es que se trata lo femenino y lo masculino en los comerci ales televisivos de AXE y como es que se construyen sus figuras en su publicidad. Karen y William O’Donnell (s/a), por su lado, hicieron un estudio con el nombre de Update: Sex-Role Messages in TV Commercials en donde exponen que, en general, el rol de la mujer y del hombre en la publicidad se refiere a la construccià ³n de los roles que se les asignan a cada uno. Estos autores dicen que en estudios previos se ha podido concluir que la figura de la mujer se usa mucho ms en productos domà ©sticos, mientras que la del hombre se utiliza en otros aspectos. En el artà ­culo de Sthepen Whitfield (2000), llamado Sex and the single decade, toma como muestra la dà ©cada de los 50 ´s y explican que los roles sociales del hombre y de la mujer estaban predeterminados por la sociedad; es decir que el hombre era hombre y la mujer era ama de casa. En este sentido los roles masculino y femenino estaban limitados en su campo de accià ³n. La figura masculina es vista como la figura dominante y con el poder suficiente para hacer lo que sea. Muestra como la mujer comenzà ³ a cobrar importancia hasta el momento en el que se dio la liberacià ³n sexual. Ya que antes la mujer es vista solamente como un mero objeto, que por el hecho de ser el sexo â€Å"dà ©bil† est relegada a ser inferior. Whitfield (2000) menciona tambià ©n que el hombre es visto como la figura dominante dentro de la cultura de los aà ±os 50 ´s. Situacià ³n que no ha cambiado a lo largo de los aà ±os, el hombre aà ºn es visto como el que debe dominar dentro la sociedad. Whitfield se enfoca en el anlisis de las relaciones de poder entre el hombre y la mujer mostrando como es importante ser hombre, blanco y americano. El documento expone à ©sta como la à ºnica manera para ser aceptado y respetado. Por otro lado no hay que olvidar que la publicidad es punto clave de este proyecto de investigacià ³n por lo cual es importante tomar en cuenta el texto de Steiner (1996). En este texto se menciona que los comerciales van a tener un distinto recibimiento dependiendo la persona, cada comercial va a generar cierta atencià ³n en el espectador dependiendo del tema que este tratando. El autor encuentra que las personas van a generar cierto tipo de reacciones frente al comercial y dice que pueden ser de aburrimiento, de interà ©s, neutral o que simplemente no tienen ningà ºn comentario sobre el comercial. Asimismo es elemental notar que la campaà ±a de AXE ms fuerte se ve en la televisià ³n por lo que este proyecto busca apoyarse tambià ©n en textos como el de Moschis y Moore (1982) en el cual declaran que se deben buscar ciertas evidencias que demuestran los efectos de la televisià ³n: â€Å"variacià ³n concomitante† es la correlacià ³n de la publicidad con el comportamiento del consumidor; â€Å"orden de tiempo de ocurrencia† se refiere a que la publicidad debe presentarse antes del cambio en el comportamiento; â€Å"eliminacià ³n de otros factores posibles† es la eliminacià ³n de factores que pueden inducir al cambio de comportamiento en los consumidores. Krugman (1995) en su texto The Measurement of Advertising Involvement nos habla de dos proceso de cambio de actitud en los consumidores; el primero se utiliza cuando hay un bajo nivel de participacià ³n hacà ­a el està ­mulo persuasivo, entonces lo que se busca es un cambio gradual debido a la repeticià ³n lo que muchas veces concluye en un cambio de actitud. El segundo se refiere a cuando hay un alto nivel de participacià ³n en donde uno podrà ­a buscar la imagen clsica en un nivel de conciencia en cuanto a opinià ³n y actitud precedida por un cambio en el comportamiento. Carolyn Lin (1998) establece caracterà ­sticas fà ­sicas, como vestimenta y cuerpo, y de comportamiento, como contacto fà ­sico, para establecer la atraccià ³n sexual mostrada en el comercial, al cual se refiere como sex appeal. Las personas atractivas son las que provocan un mayor sentimiento de deseo, aceptacià ³n social, respeto e influencia. Lin (1998) cita a la hipà ³tesis de Patzer que establece que una persona atractiva determina la efectividad de la persuasià ³n y el resultado del marketing. Por otro lado, un mayor contenido de erotismo y desnudo puede revertir los resultados y generar una actitud negativa sobre el producto. Por otro lado, Forbes, Jung y Haas (2006) nos mencionan la existencia de 2 tipos de sexismos en las mujeres propuestos por Glick y Fiske. El primero se denomina â€Å"sexismo hostil† y el segundo â€Å"sexismo benevolente†. El sexismo benevolente, se refiere a la mujer â€Å"tradicional† que proporciona privilegios limitados a la mujer en los roles â€Å"tradicionales† previamente establecidos por la sociedad. Esta benevolencia proviene de la percepcià ³n de la mujer como frgil, inadecuada y subordinada al hombre. Este sexismo subordina con recompensas a las mujeres que cumplen con su papel tradicional y roles restringidos del gà ©nero femenino. Por su lado, el sexismo hostil somete a las mujeres castigndolas cuando à ©stas no cumplen con su papel tradicional y roles restringidos del gà ©nero femenino. La campaà ±a televisiva de AXE tiene un alto contenido de lenguaje no verbal que utiliza para hacer ms atractivo su producto. Kirch (1993) habla de los sistemas de comunicacià ³n no verbal debido a que siempre han tenido gran importancia en los procesos de comunicacià ³n, aun cuando el sistema, tanto verbal como no-verbal, varà ­e entre las culturas. El autor explica que este proceso se lleva a cabo a travà ©s signos como: imgenes, sonidos, expresiones, movimientos corporales, vestimenta, lenguaje icà ³nico, y otros. En este texto se aclara que en la mayorà ­a de las ocasiones este proceso se emplea junto con el lenguaje verbal comà ºn produciendo un mejor resultado en el entendimiento del mensaje, ya que funciona como regulador en el proceso de comunicacià ³n, ampliando o reduciendo el significado del mensaje. 3. MARCO TEÓRICO El marco teà ³rico de este estudio pretende explorar conceptos en donde se interrelacionan los roles femeninos y masculino; la transmisià ³n de valores por parte de la campaà ±a televisiva de AXE y la forma en la cual estos valores influyen en las personas que estn observando à ©sta. Se desarrollaran conceptos como la publicidad, la seduccià ³n, el lenguaje no verbal, el sexismo y los estereotipos; a travà ©s de los cuales se va a comenzar a construir el anlisis de esta campaà ±a. 3.1. Publicidad: La publicidad da a conocer un producto y persuade al mercado a experimentarlo. La teorà ­a de la publicidad la define como â€Å"la disciplina cientà ­fica cuyo objetivo es persuadir al pà ºblico con un mensaje comercial para que tome la decisià ³n de compra de un producto o servicio que una organizacià ³n ofrece† . Asà ­, vemos que la publicidad es una actividad de la comunicacià ³n con la cual se busca persuadir al receptor, para que este consuma un servicio o producto (Steiner, 1996). 3.1.1. Reglas de la publicidad: Existen varias reglas en cuanto a la composicià ³n de la publicidad, una de las ms recurrentes es: AIDA. La palabra AIDA se compone de las siglas de los conceptos en inglà ©s de atencià ³n (attention), interà ©s (interest), deseo (desire) y accià ³n (action). La estructuracià ³n de los elementos publicitarios, se traduce en que en primer lugar, hay que llamar la atencià ³n, despuà ©s despertar el interà ©s por la oferta, seguidamente despertar el deseo de adquisicià ³n y, finalmente, inducir a la reaccià ³n u ofrecer la posibilidad de reaccionar al mensaje (Marquà ©s, 2006). 3.1.2. Valores de la publicidad: La publicidad crea necesidades para poder vender sus productos. â€Å"El alma de todo anuncio es una promesa de felicidad, à ©xito, belleza, juventud, libertad, poder, seguridad† (Marquà ©s, 2000). Es por lo que se transmiten valores que van de acuerdo al tipo de producto que se ofrece. Es con estos valores que se pretende llevar a cabo un anlisis ms completo acerca de cules son los que se utilizan en la campaà ±a televisiva de AXE y encontrara como es que son percibidos por los consumidores. 3.2. Seduccià ³n: La seduccià ³n se puede definir como la fascinacià ³n o atraccià ³n de una cosa o persona que provoca su deseo o afecto. Es asà ­ como la seduccià ³n se utiliza en la publicidad de AXE, se usa para despertar el deseo del consumidor. No obstante hay que recordar que la seduccià ³n se tiene estereotipada partiendo de que tradicionalmente los hombres son los que toman la iniciativa, pero los patrones cambian hoy dà ­a y la mujer se involucra ms y ms, lo cual se trata de exponer en la campaà ±a televisiva de AXE, dndole en ciertas ocasiones un vuelco a los papeles del hombre y la mujer. La seduccià ³n puede observarse por varias actitudes tomadas por los personajes tratando de hacerles que reaccionen ante un producto. Las ms comunes son: la mirada, la sonrisa, los gestos, la seguridad, la auto confianza, el sentido del humor, el saber escuchar, mostrarse misterioso o enigmtico, la paciencia, y en este caso usando el producto en cuestià ³n. Sin embargo, la seduccià ³n obedece a cà ³digos especà ­ficos segà ºn las sociedades y culturas, pues no se tienen las mismas prcticas sociales en todo el mundo. 3.2.1. Sex appeal: A partir del texto de Lin (1998) se obtuvo una definicià ³n de sex appeal como todas aquellas caracterà ­sticas fà ­sicas de una persona, la forma de interactuar con los que se encuentran a su alrededor y su uso del contacto fà ­sico para atraer al sexo opuesto. Es asà ­ que el sex appeal se utiliza en la publicidad para atraer al potencial consumidor mediante cierto contenido de erotismo que genera interà ©s y deseo. 3.3. Lenguaje no verbal: En nuestro tiempo cada vez tienen ms importancia los sistemas de comunicacià ³n no verbal la cual se realiza a travà ©s de una serie de signos de gran variedad: Imgenes sensoriales (visuales, auditivas, olfativas, etc.), sonidos, gestos, movimientos corporales y otros. Son todos estos recursos muy utilizados en la publicidad para que el consumidor se vea atraà ­do hacà ­a cierto producto (Kirch, 1993). 3.3.1. Caracterà ­sticas de la comunicacià ³n no verbal en la publicidad: La comunicacià ³n no verbal mantiene una relacià ³n con la comunicacià ³n verbal pues suelen emplearse juntas. En muchas ocasiones actà ºa como reguladora del proceso de comunicacià ³n, contribuyendo a ampliar o reducir el significado del mensaje. Por otra parte, los sistemas de comunicacià ³n no verbal varà ­an segà ºn las culturas y el tipo de publicidad en el que se encuentre. Generalmente la comunicacià ³n no verbal cumple mayor nà ºmero de funciones que el verbal, pues lo acompaà ±a, completa, modifica o sustituye en ocasiones (Kirch, 1993). 3.3.2. Elementos de la comunicacià ³n no verbal en la publicidad: Entre los sistemas de comunicacià ³n no verbal que se aprecia en la publicidad, tenemos el lenguaje corporal y el lenguaje icà ³nico. En el lenguaje corporal nuestros gestos, movimientos, el tono de voz, nuestra ropa e incluso nuestro olor corporal tambià ©n forman parte de los mensajes cuando nos comunicamos con los dems. En el lenguaje icà ³nico se engloban muchas formas de comunicacià ³n no verbal como el cà ³digo Morse, los cà ³digos universales como las sirenas, el Braylle, el lenguaje de los sordomudos; cà ³digos semi-universales como el beso, los signos de luto o de duelo; cà ³digos particulares o secretos como las seà ±ales de los rbitros deportivos (Kirch, 1993). 3.4. Sexismo: El sexismo es un conjunto estructurado de creencias, compartidas dentro de una cultura, acerca de los atributos que poseen los hombres y las mujeres. Esta diferenciacià ³n referida al sexo de los sujetos a menudo produce situaciones de desigualdad, especialmente en el caso de las mujeres (Whitfield, 2000). Tener una actitud basada en la supuesta inferioridad de las mujeres influye de manera notable en los juicios que se hacen sobre ellas, favoreciendo su discriminacià ³n por razones de gà ©nero. Este sexismo hostil est formado por tres componentes bsicos, tal y como seà ±alan Glick y Fiske en el estudio de Forbes, Jung y Haas (2006) y tambià ©n en el de Whitfield (2000). Los componentes bsicos son el paternalismo dominador, la diferenciacià ³n de gà ©nero competitiva y la hostilidad heterosexual. El primero justifica a la figura masculina dominante ya que se piensa que las mujeres son ms dà ©biles e inferiores que los hombres. El segundo se refiere a la creencia de que las mujeres son diferentes y no poseen las caracterà ­sticas necesarias para gobernar las instituciones sociales, siendo su mbito la familia y el hogar. El à ºltimo concepto se refiere al â€Å"poder sexual† cuando se cree que las mujeres son peligrosas y manipulan a los hombres. Entre quienes han desarrollado estos temas, cabe destacar propuestas como la de Glick y Fiske (2006) que son citados por los autores antes mencionados que entienden el sexismo como una construccià ³n multidimensional que incluye dos conjuntos de actitudes sexistas: el sexismo hostil y el sexismo benà ©volo. Si bien el sexismo como tal supone una discriminacià ³n para ambos gà ©neros implicados, es cierto que podemos hablar de dos clases de sexismo, en funcià ³n de quà © gà ©nero es objeto de la mayor discriminacià ³n en cada caso. El ms difundido es el machismo, tipo de sexismo que favorece socialmente al hombre sobre la mujer, aunque tambià ©n cabe definir el hembrismo, sexismo efectuado del gà ©nero femenino hacia el masculino (Forbes, Jung y Haas, 2006). 3.4.1. Sexismo en la publicidad: En el mbito de la publicidad televisiva los roles masculinos y femeninos han estado subordinados e influenciados por valores y estereotipos que vienen a coartar a ambos sexos. Es en el desarrollo de la publicidad televisiva en donde la mujer es utilizada principalmente para representar roles que està ©n ligados al hogar y a los productos de limpieza (O’Donnell, s/a) 3.5. Estereotipos: Un estereotipo es una imagen mental muy simplificada y con pocos detalles acerca de un grupo de gente que comparte ciertas caracterà ­sticas y habilidades. En general, se usa el concepto en un sentido negativo porque los estereotipos son â€Å"creencias ilà ³gicas† (Goddard, 2000) que sà ³lo se pueden cambiar mediante la educacià ³n. Es asà ­ que, por lo general, los estereotipos dependen de los grupos raciales y de conductas basadas en el â€Å"estatus social o la riqueza†, aunque hay que tener cuidado en no confundir a los estereotipos con los clichà ©s. Para efectos de este proyecto de investigacià ³n se ha utilizara una definicià ³n aà ºn ms concisa de estereotipo, ser la siguiente: â€Å"Los estereotipos pertenecen al repertorio de fà ³rmulas, imgenes, tà ³picos y representaciones que comparten los hablantes de una lengua determinada o de una misma comunidad social o cultural† (Herrero, 2002, p. 46). Como son esquemas fijos y preconstruidos se asimilan en el contexto cultural o a travà ©s de uso de la lengua por lo que varà ­an de cultura a cultura. Es debido a lo anterior que à ©stos producen un sentimiento de complicidad sociocultural sobre ciertos temas (Goddard, 2000). 4. PREGUNTAS DE INVESTIGACIÓN: PI1:  ¿Cà ³mo la publicidad televisiva de AXE configura lo masculino y lo femenino? PI2:  ¿Cà ³mo identifican los mexicanos el rol de la mujer y del hombre en la publicidad televisiva de AXE? PI3:  ¿Cules son las similitudes y las diferencias en la configuracià ³n de lo masculino y de lo femenino en los comerciales televisivos de AXE en Mà ©xico, Bà ©lgica y Argentina? PI4:  ¿Cà ³mo interpretan los consumidores mexicanos los mensajes de lo masculino y de lo femenino en la publicidad televisiva de AXE? 5. MÉTODO: Este trabajo pretende plantear preguntas y pruebas, claras y concisas antes de llegar a una conclusià ³n acerca del planteamiento del problema que hemos expuesto anteriormente. La metodologà ­a que se utilizara para este proyecto ser la realizacià ³n de un grupo foco. Con esto pretendemos indagar de manera directa sobre las opiniones o concepciones de los hombres y mujeres que sean expuestos durante la duracià ³n del ejercicio. A travà ©s de los grupos foco vamos a poder conocer de quà © manera los hombres y las mujeres interpretan un mismo mensaje, asimismo cuales sern las diferencias interpretativas para los comerciales televisivos de AXE producidos para diferentes paà ­ses. Utilizaremos 15 comerciales televisivos de Mà ©xico, Bà ©lgica, Estados Unidos y Argentina. Al inicio del grupo foco entregaremos unas hojas en donde pediremos que anoten su nombre y el nà ºmero de comercial con sus respectivas observaciones. Al terminar de ver los comerciales haremos las preguntas y se podrn guiar con sus anotaciones previas. Para realizar nuestra investigacià ³n vamos a disponer tres grupos foco: el primero conformado por hombres, el segundo por mujeres y el tercero por dos australianos, una espaà ±ola, un sueco y una alemana. Con esto se pretende analizar la perspectiva de cada grupo de participantes y determinar las variaciones en la interpretacià ³n que puedan llegar a existir dependiendo del sexo del participante o de la nacionalidad. La ventaja de utilizar los grupos foco, es que los participantes se sentirn en un ambiente cà ³modo en donde podrn expresarse libremente sobre los comerciales que està ©n observando y de igual manera van a poder aportar ms opiniones importantes para nuestra investigacià ³n. Sin embargo no hay que olvidar que los grupos foco tienen sus limitaciones debido a que son grupos creados artificialmente y a que se organizara en un espacio que no es en el que los participantes normalmente se desenvuelven (Krueger Casey, 2000). Igualmente vale la pena mencionar que este estudio tiene la limitacià ³n de que el grupo foco de los extranjeros fue reducido debido a la disponibilidad de los participantes interesados en cooperar con à ©ste. 6. ANLISIS DE DATOS E INTERPRETACIÓN Uniendo todas las categorà ­as de estudio podemos ver que los anuncios televisivos de AXE marcan una tendencia de consumo reflejado en la produccià ³n de estereotipos femeninos y masculinos por medio de los cuales se puede ver que AXE configura al hombre como un elemento de dominacià ³n sobre las mujeres. No obstante hay que enfatizar el hecho de que lo hace en el sentido del sexismo benevolente mencionado en el texto de Forbes, Jung y Haas (2006) debido a que no se encontraron figuras masculinas fuertes o varoniles, sino ms bien hombres con falta de autoestima y por debajo del promedio â€Å"no importa si esta horrible, feo o chaparro o lo que sea, no importa mientras huela a AXE y ya†. Se aprecia de igual manera que los comerciales dan a entender que el â€Å"efecto AXE† es tan poderoso que hace que los hombres no necesiten interactuar con las mujeres, y à ©stas adoptan un papel en el cual se encuentran a disposicià ³n del hombre. Profundizando en cuanto a la falta de interaccià ³n del hombre se puede encontrar que los participantes de los grupos foco que se organizaron para este proyecto concluyeron â€Å"[en el del tubo] que es uno en donde ni siquiera sale el hombre, o sea se nota luego luego que el hombre es como el hegemon y tanto asà ­ que ni siquiera necesita aparecer en el anuncio† . Vemos aquà ­ como es que se puede apreciar la teorà ­a del circuito de la cultura de Paul du Gay en el momento de la representacià ³n dado que es lo que la gente puede ver y a partir de lo cual ms tarde se habla de la creacià ³n de una identidad del hombre promedio que usa AXE. Es asà ­ que tambià ©n se aprecia que dentro de la campaà ±a televisiva de AXE, el hombre, a pesar de ser el eje alrededor del que gira toda la publicidad, es expuesto de una manera bastante promedio, mientras que con las mujeres se puede ver lo contrario, ya que â€Å"solo son mujeres altas, delgadas, de ojos claros, o sea guapas y voluptuosas o de buen cuerpo, mujeres que crean fantasà ­as en los hombres† , la fiel representacià ³n utà ³pica de la mujer perfecta fà ­sicamente, por lo que muchas mujeres ms tarde tratar de hacerse de una identidad que se apegue a lo que se piensa que es lo que buscan los hombres de las mujeres. Por otro lado, no hay que olvidar adentrarse en el tema del hecho de que, segà ºn la visià ³n de los sujetos de los grupos foco, la mujer toma el papel de aquella que se encuentra a la disposicià ³n del hombre, y en este tema coincidieron tanto las mujeres como los hombres mexicanos. Los hombres lo exponen asà ­: â€Å"de lo que se tiene que preocupar la mujer es por quedar bien con el hombre, asà ­ de que si se le quema el departamento bien, o sea tiene que correr para estar en forma si esta en tacones o esta arreglada, si se tropieza o lo que sea no importa, el chiste es estar bien arreglada y verse bien y decà ­a: â€Å"mujeres tienen que estar siempre preparadas† o sea siempre tienen que estar como a la disposicià ³n del hombre, si, como los hombres quieren que està ©n† , mientras que las mujeres lo expusieron de una manera ms brusca: â€Å"Pero lo peor es el comercial de â€Å"chicas està ©n siempre listas†Ã¢â‚¬ ¦..  ¿Porquà © nosotras? [†¦ ] Sà ­, o sea, creen que por ser chavas siempre tenemos que estar esperando a que lleguen los hombres [†¦] Adems hombres con AXE jajajajaja [†¦] Sà ­, por eso vemos que es lo que nos hacen pensar que es lo que los hombres quieren de nosotras†¦.que siempre estemos listas y ellos, no importa si son guapos, feos o que†¦ mientras tengan AXE ya tienen ganadas a las chavas ms buenas y guapas† . De nuevo se puede identificar que la teorà ­a del circuito de la cultura de Paul du Gay es esencial para el presente proyecto dado que la publicidad televisiva de AXE se basa en los conceptos de representacià ³n e identidad puesto que esta publicidad se basa en la construccià ³n de representaciones, que a veces no son seguidas por los espectadores, pero ciertas veces puede ser un patrà ³n usado debido a que los hombres y las mujeres pueden considerar que el papel que juegan los personajes de estos comerciales son los ideales del sexo opuesto y se crea un concepto de lo que el sex appeal puede hacer en las relaciones interpersonales, aunque se trate de uno creado artificialmente por los productos de AXE, y lo anterior se puede ver a travà ©s de todas las explicaciones siguientes. Asimismo se encontraron ms diferencias que similitudes en la configuracià ³n de ambos gà ©neros en cuanto a la campaà ±a televisiva de AXE en el extranjero tal y como notaron los participantes de los grupos foco. La sociedad mexicana es conservadora, y un tanto machista, inclusive los hombres lo destacaron: â€Å"bueno no pienso generalizar tampoco pero creo que va mas bien como es la cultura mexicana, o sea, yo podrà ­a decir que hay gente que igual pensarà ­a hay no como voy a usar AXE si hasta le atraigo a los hombres, o sea al revà ©s porque hay mucha gente machista aquà ­, o sea no digo que todos, pero si un gran porcentaje† . Por el lado de los extranjeros ellos concluyen que quizs la falta de apertura hacia ciertos temas sea por la gran influencia religiosa, a pesar de esto, les resulta contradictorio la forma de actuar de los mexicanos: â€Å"definitivamente aquà ­ el catolicismo hace la diferencia en tà ©rminos de emm lo que es permitido o no en la televisià ³n, aun asà ­ encuentro que†¦cuando voy en el metro veo a sujetos leyendo revistas pornogrficas enfrente de todos y eso para mi es un gran contraste† . De igual manera, se presentà ³ la idea de que, el hecho de presentar a un hombre semi-desnudo en un comercial para hombres podrà ­a resultar contraproducente ya que no atrae a la audiencia a la cual se enfoca: â€Å"Por ejemplo ver a un hombre desnudo en un comercial que es para hombres, como que no es muy atractivo en Mà ©xico, igual puede ser cuestià ³n cultural de nuestro paà ­s o sea que no es algo muy natural no puede funcionar muy bien aquà ­ en Mà ©xico† En cuanto a las similitudes se ve que la principal que manejan los comerciales de AXE es la del proceso de interaccià ³n entre las mujeres y hombres, el proceso de seduccià ³n basado primordialmente en el producto, aunque no hay que olvidar que existen diferencias significativas en su publicidad televisiva para poder llegar a diferentes mercados, ya que estos tienen bases culturales diferentes entre sà ­ (aunque los comerciales de Argentina y Mà ©xico son bastante parecidos, de hecho, algunos son los mismos) y es debido a esta diferencia en las bases culturales que se intenta manejar el concepto de seduccià ³n basado en diferentes estrategias. Es asà ­ que si ponemos un comercial de AXE que pasa en Mà ©xico en algà ºn paà ­s Europeo, levantarà ­a cierta incomodidad y se le llamarà ­a sexista, y si ponemos un comercial que pasa en algà ºn paà ­s de Europa en Mà ©xico lo ms probable es que no se lograrà ­a el efecto en el mercado que se pretende. Lo anterior se deduce por el claro ejemplo del comercial de AXE en el elevador, el cual fue editado para pasar en Mà ©xico, ya que la versià ³n original al final muestra un hombre (gay) que le guià ±a el ojo al hombre que usa AXE mientras que en nuestro paà ­s, al final, esta parte fue cambiada por una mujer mayor que igualmente le guià ±aba un ojo al hombre. La explicacià ³n que se concluye para esta estrategia de mercado es que, si se mostraba la parte del hombre homosexual en el comercial de Mà ©xico, podrà ­a provocar desprecio o negacià ³n en vez de aceptacià ³n del producto, debido a que es bien sabido que en su mayorà ­a los hombres en Mà ©xico son machi stas, tal como se cità ³ la là ­nea 33 anteriormente. Por lo tanto, en el caso de la sociedad mexicana, podemos relacionar directamente la adopcià ³n de los roles tradicionalistas, por el hecho de tener una historia machista que no ha dejado de existir hasta nuestros dà ­as. Tal como lo menciona Whitfield (2000) en su artà ­culo Sex and the single decade la figura masculina ha sido siempre vista como la dominante y la femenina con un rol de sumisià ³n e inferioridad y pese a que en Mà ©xico se comienza a dar una mayor apertura y aceptacià ³n por nuevos roles, no se ha eliminado por completo el hecho de que el hombre sea una figura dominante en nuestra sociedad. La tradicià ³n sigue vigente en Mà ©xico y se puede apreciar en muchas actividades de la vida cotidiana como en la publicidad. Ahora que refirià ©ndose especà ­ficamente al presente trabajo de investigacià ³n notamos como en la publicidad televisiva de AXE se apela a las fantasà ­as de un pà ºblico joven que ha sido capaz de identificarse con elementos que muestran a los hombres y a las mujeres como seres limitados por aquellos valores tradicionales que han marcado a la sociedad mexicana. AXE apela a estos valores de una forma satà ­rica e inclusive cà ³mica al presentar iconos arraigados dentro de la cultura del mexicano, asimismo se muestra que en las diferentes culturas existen elementos estereotipados, a manera de que la mujer es vista solamente por su imagen y belleza fà ­sica: â€Å"Sà ­ la verdad es que el papel del hombre que se ve en los comerciales es del hombre promedio, el hombre comà ºn que puede conseguir a las mejores mujeres con el sà ³lo uso de un pro ducto, mientras que las mujeres sà ­ tienen que estar guapas, bien formadas, hacer ejercicio, vestir bien, ser sexys, en fin†¦ toda la fantasà ­a de un hombre†. Igualmente se observa que la idea principal que promueven los comerciales de AXE es la de la adopcià ³n de roles, por una parte esta el hombre, el cual simplemente con el hecho de ser hombre puede disponer de las elecciones de la mujer y su poder de influencia sobre ella tal como se cità ³ anteriormente la là ­nea 30. Del otro lado, tenemos la cuestià ³n de la mujer, la cual actà ºa de cierta forma sumisa, sin poder de eleccià ³n y a disposicià ³n de los caprichos del hombre, aceptando sus conductas masculinas y controladoras sin reprobarlas ni cuestionarlas. Es por lo que se infiere que el mensaje que se quiere dar a conocer por parte de los comerciales de AXE es claro y es bien aceptado por la sociedad mexicana (aunque debatido por una parte de la sociedad, principalmente femenina: â€Å"†¦y no es que este guapo, ni bueno, ni nada sino que incluso es ridà ­culo, pero aà ºn asà ­ las chavas siguen todo lo que hace por AXE† ) debido a la aceptacià ³n y congenialidad en las ideologà ­as, tanto la que se presenta en el comercial como la que se vive dà ­a a dà ­a en nuestra sociedad en general. Debido a esta investigacià ³n se puede notar que los hombres mexicanos tienen estereotipos tan arraigados que no se dan cuenta de que existen elementos en donde se rebaja a la mujer: â€Å"Yo creo que se deja llevar demasiado, y en uno que otro la hacen ver como un poco tonta [†¦] de hecho cuando esta acostado en el comercial y se esta rociando, o sea para mi, para mi se ve muy tonta bailando enfrente del perchero† , los hombres ven a los personajes masculinos dentro de la publicidad televisiva de AXE como seres con poca autoestima y que resultan inferiores a la mujer por el hecho de tener que utilizar un producto como AXE para poder atraer al sexo femenino. Aunque no hay que dejar a un lado el caso de las mujeres mexicanas, ellas vieron a la representacià ³n femenina de AXE como una mujer en segundo plano y siempre atenida a lo que el hombre desea: â€Å"Se marca mucho el sexismo porque se ve como la mujer, se ve como un objeto sexual y que no piensa ni razona, sà ³lo se deja llevar por el olor del desodorante y no se cuenta de que el monito este est feo y todo X [†¦]† .En este sentido los hombres y las mujeres son vistas como seres irracionales ya que ninguno de los dos tiene la capacidad para darse cuenta de que son manipulados por un desodorante. 7. CONCLUSIONES Y LIMITACIONES Durante este estudio se logra comprender los factores que maneja AXE en la elaboracià ³n de su campaà ±a televisiva, en la que se utilizan aspectos diversos como lo serà ­an los estereotipos, las bases culturales y los roles de gà ©nero. AXE consigue manipular estos factores para poder tener efecto en mercados diversos y asà ­ alcanzar una aceptacià ³n y penetracià ³n ms profunda. Al analizar dentro de los grupos foco los diferentes comerciales que se mostraban en Bà ©lgica, Mà ©xico y Argentina pudimos contemplar que el tema de la seduccià ³n y el proceso de interaccià ³n entre el hombre y la mujer eran vistos desde distintas perspectivas. Aunque los videos de Europa eran ms explà ­citos (con relacià ³n al cuerpo), los comerciales que se presentaban en Mà ©xico y Argentina mostraban un mayor enfoque en los roles que manejan el hombre y la mujer dentro de la sociedad. Como mencionaba Sthepen Whitfield en su texto llamado Sex and the single decade, donde menciona que los roles masculino y femenino estaban limitados en su campo de accià ³n y la mujer es vista solamente como un mero objeto, que por el hecho de ser el sexo â€Å"dà ©bil† est relegada a ser inferior y a estar bajo disposicià ³n del hombre. Asà ­ de esta manera vemos como se manejan los estereotipos para la formacià ³n de cierto comportamiento dentro de la sociedad a travà ©s del uso de estos productos. En las bases culturales tambià ©n se encontraron diferencias significativas, y muy determinantes no solo para la elaboracià ³n de comerciales de AXE sino tambià ©n para los puntos de vista diversos principalmente en el estudio con extranjeros. Esto resultà ³ muy importante ya que es a travà ©s del estudio de las bases culturales cuando se construye o fabrica la estrategia adecuada para que exista una aceptacià ³n en el mercado que se pretende llegar. Es asà ­ como se considera como punto primordial del anlisis la sociedad mexicana y como se perciben los anuncios televisivos de AXE y se logrà ³ concluir es que hubo dos puntos de vista notables que surgieron durante el estudio. Por un lado esta la parte liberal (ms parecida al punto de vista de los extranjeros, principalmente europeos y australianos) donde se contemplaba de una forma irracional por ambos sexos estos tipos de comportamientos. Sin embargo, durante el estudio tambià ©n se distinguià ³ una conducta de aceptacià ³n (principalmente por hombres) a este tipo de comportamientos, aunque sabà ­an que era fantasiosa y poco creà ­ble, para ellos seguà ­a siendo de cierta forma vlida y aceptable. Lo anterior se entiende por la forma como expone Goddard, en su documento The Female gaze and the construction of masculinity, que la construccià ³n de la masculinidad se hace a partir de lo que los hombres piensan que las mujeres quieren o buscan en ellos; es decir, los hombres crean su identidad a partir de la representacià ³n que las mujeres tienen como debe ser aceptable para un hombre. Es de esta manera que el autor explica que el cambio dentro de los patrones de comportamiento de ambos sexos depende de las expectativas del sexo opuesto. Una de las conclusiones de mayor importancia para el proyecto es la presencia ineludible del circuito de la cultura de Paul du Gay que est presente en la publicidad pues siempre ser una representacià ³n de la sociedad mediante la cual se pueden crear algunas identidades en espectadores de menor edad o con dificultades para definirse a sà ­ mismos por lo que usan lo que tienen en la televisià ³n para crearse una propia. Du Gay es fundamental para explicar cualquier tipo de prctica cultural como lo es la publicidad televisiva de AXE que gira en torno a los roles femeninos y masculinos establecidos por la sociedad a la que se presentan. 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