Black People Essay

Tar Baby Toni Morrison’s novel might for some be a novel of cultural awakening. One also might at their first reading and perhaps also by reading the different studies made on Tar Baby, restricted to an interpretation that sees Jadine, Morrison’s protagonist, as woman who has, consciously or unconsciously, lost her â€Å"ancient properties† (305) and internalized the values of a white culture. Jadine has totally disconnected herself from her racial identity and cultural heritage. This reading is supported by the fact that Jadine has got her education in Europe with the financial assistance of Valerian Street (her aunt’s and uncle’s employer). Paraphrasing Marylyn sanders Mobley – the characterization of the protagonist, Jadine, draws attention to a fundamental problem as one that Morrison wants to affirm the self-reliance and freedom of a black woman who makes choices for her own life on her own terms. She also seeks to point out the dangers that can happen to the totally self-reliant if there is no historical connection. While the conflict in Tar Baby is undoubtedly â€Å"between assimilation and cultural nationalism represented by the sealskin coat Ryk has given her and the pie table† (Rayson, 94), the limiting categories which Jadine is continually forced into do not come from the white characters but primarily from the black community in which she finds herself because she (Jadine) has embraced white stereotypes along with white culture. While Valerian is portrayed as the traditional master-figure in the novel, it is actually Son, Sydney and Ondine, and the folk past represented by the different women in different places that try to conquer and dominate Jadine, who retain and represent their culture in the very colour of their skin. On the other hand, one could argue that it is as a result of Jadine’s university education in Europe and her career that further draws her away from her culture and identity and therefore (paraphrasing Mobley in Toni Morrison critical perspectives past and present) contributes significantly to the emotional and spiritual uncertainty that plague her as well as the many different roles that are imposed upon her by her aunt and uncle as well as the ‘society’ that caused her to seek upward social mobility. Sydney and Ondine, Jadine’s uncle and aunt in the novel can be seen as representative of one of the tar pits for Jadine. They do not accept all black people equal in the community in which they live because they employ racial hierarchies. Ondine sees herself as the only woman in the house (209), while Sydney notes more than twice that he is a Philadelphia Negro, â€Å"the proudest people in the race† (61). They seem to have a clear vision of what they want for Jadine their niece. As the story progresses, though, it becomes clearer that it is not actually a question of what they want for Jadine but what they want of her or expect her to do. In addition to them wanting Jadine to provide them safety and credit for their race, Ondine admits by the end of the novel, â€Å"maybe I just wanted her to feel sorry for us [†¦ ] and that’s a lowdown wish if I ever had one† (282). Jadine understands that Sydney and Ondine â€Å"had gotten Valerian to pay her tuition while they sent her the rest† (49) and Ondine keeps reminding that she â€Å"would have stood on her feet all day all night to put Jadine through that school† (193). Ondine sees Jadine as her â€Å"crown† (282), and she and Sydney are continually â€Å"boasting† (49) about Jadine’s success to the point that Margaret calls Ondine â€Å"Mother Superior† (84). In return, they seem to want Jadine to offer them safety for the rest of their lives as Ondine claims that â€Å"Nothing can happen to us as long as she’s here† (102). They are not comfortable with the idea of Jadine marrying Ryk, who is â€Å"white but European which was not as bad as white and American† (48), but they are terrified of her running off with a â€Å"no-count Negro† (193) like Son. Although their views on racial hierarchies seem to alter from time to time, on the outside they seem to want what is best for Jadine. Jadine refute Ondine’s views of black womanhood when she tells her some of the things that are expected of her from society Jadine tells Ondine that: â€Å"I don’t want to learn how to be the kind of woman you’re talking about because I don’t want to be that kind of woman† (282). This, according to Rayson (1998), might be interpreted as Jadine’s â€Å"rejecting the roles of mother, daughter, and woman to stay the tar baby† (Rayson, 95), however it marks her becoming aware of what kind of woman she is by the end of the novel. Jadine‘s inclination toward upward social mobility leads to her separation from the Afro-American roots and the tar quality that Morrison advocates. This kind of flaw in Jadine effectively disqualifies her as a black woman capable of nurturing a family and by large the community. Jadine‘s perception of an ancestral relationship from which she is estranged occurs when she sees an African woman in a Parisian bakery. When she is celebrating her success as model evidenced in her appearance on the cover of Elle, Jadine becomes nervous or perhaps uncomfortable by the African woman in yellow attire. She triggers an identity crisis in Jadine at the moment when she should have felt more secure with her professional achievement assured by beauty and education. In his African woman, Jadine catches a glimpse of beauty, a womanliness, an innate elegance, a nurturer, an authenticity that she had never known before: ? That woman‘s woman – that mother/sister/she/; that unphotographable beauty? (p. 43). By calling the African woman ? that mother/sister/she,? J. Deswal (online source â€Å"Tar Baby- Shodhganga) claims that â€Å"Morrison presents a threefold definition of womanhood which can thrive within the confines of family and community only. The three eggs she balances effortlessly in her ? tar-black fingers? (p. 44) appear to Jadine as if the woman were boasting of her own easy acceptance of womanhood†. Wendy Harding and Jacky Martin in A World of Difference: An Inter-cultural Study of Toni Morrison explain the importance of the African woman‘s presence as such: â€Å"Whereas Jadine has just been rewarded for her conformity to Western ideals of feminity, the African woman suggests a more powerful version of black womanhood. Like some fertility goddess, she holds in her hand the secret of life. She is the mother of the world in whose black hands whiteness appears as something as easily crushed as cared for (71). When Jadine measures herself by the idea of black womanhood that she sees in the African woman the insecurities of her rootless condition surface in her mind. The women in yellow makes Jadine confront her female role and her sexuality†. Jadine sees ? something in her eyes so powerful? (p. 42) that she follows the woman out of the store. The writers also claim that â€Å"As a symbol of repudiation of Jadine‘s westernized lifestyle, the African woman ?looks right at Jadine? (p. 43) and spits on the pavement†. Jadine hates the woman for her spitting, but what she cannot do is escape feeling ? lonely in a way; lonely and inauthentic? as she tells the readers on page 45. When the sense of self is based on the denial of one‘s ethnic roots, one is certain to experience mental chaos and alienation. So, the woman‘s insult to Jadine had the powerful effect of challenging Jadine‘s choices: her white boyfriend, her girlfriends in New York, her parties, her picture on the cover of Elle and the way she lived her life. One can say that it is as a result of the African woman that Jadine desided to visit her aunt and uncle on the island. Jadine is confused and even questions her plans to marry Ryk, her white boyfriend: I wonder if the person he wants to marry is me or a black girl? And if it isn‘t me he wants, but any black girl who looks like me, talks and acts like me, what will happen when he finds out that I hate ear hoops, that I don‘t have to straighten my hair, that Mingus puts me to sleep, that sometimes I want to get out of my skin and be only the person inside – not American – not black – just me? (p. 45) It is through Son, however, that Morrison offers Jadine the ultimate opportunity to ‘redeem’ herself to her heritage, adapt it and revive her womanhood. Son picks up from where the African woman left off in a sense by making Jadine confront her inauthenticity. Jadine and Son enjoys their stay in New York because it is the place where Jadine feels at ease. She feels loved and safe: ? He ‘unorphaned’ her completely and gave her a brand-new childhood? (p. 231). In turn, Son is encouraged by her need and by his apparent ability to redefine Jadine culturally and emotionally. Son insists that he and Jadine goes to Eloe his hometown where Jadine will see how Son is rooted in family and cultural heritage. He attempts to rescue Jadine from her ignorance and disdain for her cultural heritage, trying in a sense to mould Jadine into the image of his black female ancestors. Son assumes that a relationship with Jadine will mean that they will have children together. He presses claims for family and community: ? He smiled at the vigour of his own heartbeat at the thought of her having his baby? (p. 220). Thus, he wants Jadine to love the nurturing aspects of home and fraternity. He is fed on dreams of his community women. The dreams of ? yellow houses with white doors? and ? fat black ladies in white dresses minding the pie table? (p. 119) are nourishment to Son. Sandra Pouchet Paquet (The ancestors as foundation in their eyes were watching god and tar baby) observes: ? In Son‘s dreams of Eloe, the African-American male ego is restored in a community of black man at the center of a black community. But however appreciative Son is of the beauty, the strength, and the toughness of black women; his vision is of male dominance; of the black women as handmaiden? (511). The image feminity that Son cherishes – of the black woman taking passive role as a nurturer of the hearth – is flagrantly opposite to Jadine‘s perception of the modern black woman. This terrifies Jadine and narrows the possibility of their forming a family. The modern, educated black woman seems to snivel at the aspects of traditional female- specific role as the nurturer of hearth and home. Decadent white values and life style thwart the black woman’s vital roles of building families and raising children. The modern black woman cannot be a complete human being, for she allows her education to keep her career separate from her nurturing role. The black woman is increasingly becoming able to define her own status and to be economically independent. She tries to seek equality in her relationship with men. Robert Staples gives an insight into the faltering dynamics of modern couples: ? What was once a viable institution because women were a subservient group has lost its value for some people in these days of women‘s liberation. The stability of marriage was contingent on the woman accepting her place in the home and not creating dissension by challenging the male‘s prerogatives? (125). The black woman‘s intrinsic quality of ? accepting her place in the home? is Morrison‘s tar quality. However, in advocating the tar quality Morrison does not admonish the educational and professional accomplishments of the black woman. In fact, the black woman is expected to achieve a balance between her roles in the domestic and professional fields. â€Å"It is the historical ability of black women to keep their families and careers together. In an era where both the black male and female seek to fulfill individual desires, relationships falter and, consequently, the prospects of the propagation of a family are not too bright. Jadine‘s tar quality is submerged by the white-like urge for freedom and self-actualization. As a result, she finds the conventions of black womanhood antithetical to her own value system†. At Eloe, Jadine is determined to resist rigid male-female role categorization. Jadine cannot ?understand (or accept) her being shunted off with Ellen and the children while the men grouped on the porch and after a greeting, ignored her? (p. 248). While at Eloe, Jadine is provided with yet another chance to attain certain qualities that is for black women. She is accustomed to living an upper-class white lifestyle so she finds the people of Eloe limited and backward. Their stifling little shacks are more foreign to her than the hotel-like splendor of Valerian‘s mansion. She stays in Aunt Rosa‘s house where she feels claustrophobically enclosed in a dark, windowless room. She feels ? she might as well have been in a cave, a grave, the dark womb of the earth, suffocating with the sound of plant life moving, but deprived of its sight? (p. 254). It is in this very room where Jadine and Son were having sex that she had a second awakening vision, which is more frightening than the one she had in Paris about the African Woman. Here, Older, black, fruitful and nurturing women – her own dead mother, her Aunt Ondine, Son‘s dead wife, the African woman in yellow and other black women of her past – become a threatening part of Jadine‘s dreams: I have breasts too,‘ she said or thought or willed, I have breasts too. ‘ But they didn‘t believe her. They just held their own higher and pushed their own farther out and looked at her,? (p. 261) and ? the night women were not merely against her†¦ not merely looking superior over their sagging breasts and folded stomachs, they seemed somehow in agreement with each other about her, and were all determined to punish her for having neglected her cultural heritage. They wanted to bind the person she had become and choke it with their breasts. The night women?accuse Jadine for trading the ? ancient properties? (p. 308) of being a daughter, mother, and a woman for her upward mobility and self-enhancement. All these women are punishing Jadine for her refusal to define herself in relation to family, historical tradition and culture. As they ‘brandish’ their breasts before her eyes, they mock and insult her with their feminity. Jadine finds these women backward and sees no self-fulfilling value in the roles that they serve. However, she is constantly haunted by dreams of the black female image that she seems to have lost throughout life. Ondine express shame and disappointment over her lack of concern for her family, the African woman, at the Parisian bakery, spits at her in disgust and the night women, in the vision at Eloe taunt her with their nurturing breasts. Having refuted her own black culture and heritage, Jadine face the consequence of a divided consciousness and a mental death. Her decision to end the love affair with Son— ? I can‘t let you hurt me again? (p. 274) is an evidence of her shunning womanhood and losing her Afro- American roots as she chooses Ryk her white boyfriend over Son who refused to become the person or image that Jadine wants him to be . Jadine is compelled to make her choice and she decides that it is in Paris, away from Son, where there are prospects of financial success and personal independence. She doesn‘t want what Son and Eloe have to offer: To settle for wifely competence when she could be a beauty queen or to settle for fertility rather than originality and nurturing instead of building? (p. 271). Jadine makes it clear to the reader that she is self-sufficient and independent of men, family and community.

Marketing Professional Practice Essay

Executive Summary This report aims to develop some feasible strategies for a non-profit making organization – Care For Your Heart to achieve objectives in certain areas: 1. Enhancing the public awareness of the organization’s profile and service; 2. Reaching the youngsters and working group segments; 3. Gaining more donations for future development; and 4. Strengthening the network with medical doctors or nurses as part of voluntary work. These objectives can be carried out by the three main recommended strategies, include rebranding, sponsorship campaigns, and volunteer programs. Before launching other programs, rebranding is recommended to refine the image of Care For Your Heart by designing a new logo and name, which is more professional and appealing to the target market. The rebranding is also related to the strategies for achieving the organization’s new direction. The sponsorship campaigns aim at attracting companies for sponsorship, enhancing public awareness, and attract donations. The prospective sponsors include Nestle, Hung Fuk Tong, Watson, and HKHC. The respective strategies are Nestle milk powder lid design, Turn in Your Can; Hung Fuk Tong Care For Your Heart soup series; Watson Heart Caring Bottle Label Competition and launch of water bottle, carboy bottle design and poster distribution at offices; Cardiac Health Care Bus, Health Care Charity Fund, professional health talks, and Charity Health Check Day. Furthermore, volunteers for current and future events and campaigns are sourced from IVE, medical colleges, doctors, and HKHC. These strategies provide substantial benefits to Care For Your Heart. By successfully striving sponsorship and donations, Care For Your Heart can enhance its visibility, awareness and credibility via appearance of logo on sponsor’s products and websites. Donation is easier to attract when the organization is more credible, and more funds can be used to offer more activities for its members and the public. The campaigns and volunteer programs allow the organization to reach its young and business target markets when products and events are exposed at heavy traffic spots and offices. The sponsorship programs will last for two years, and the volunteer program is on a continuous basis, which the details are shown in the timeline in the later part of this report. And the estimated budget is set. Background of Organization Care For Your Heart is a registered non-profit charitable organization formed by a group of cardiac patients together with their families since 1995. Its services mainly target cardiac patients and their families. In 1998, Care For Your Heart set up the first cardiac mutual help and resource center, and is committed to patients and the public health (Organization Introduction 2010). Up until 2011, Care For Your Heart has more than 2600 members, and over 180 volunteers (Number of Members 2010). Members mostly age around 51 to 80 (Age of Members 2010), and geographically concentrated in Hong Kong Island (Residence of Members 2010). The sources of funds is attracted from multiple channels; include donations, Community Chest, Social Welfare Department and other activities (Sources of Funds 2010). Logo of the Organization The flower-liked logo represents that the organization is concerned about heart related issues. Vision and mission of Organization Care For Your Heart aims to encourage mutual support spirit among cardiac patients and family support, so that the patients can positively face their illness (Organization Introduction 2010). It strives to enhance cardiac patients knowledge towards cardiac diseases, boost recovery, and prevent the opportunity of relapse; to act as a bridge between patients and medical institutions in order to provide all-round services; gather patients, protect and strive for rights and welfares; promoting social knowledge about cardiac disease, prevention, caring and accepting cardiac patients and enhance public awareness towards heart healthiness (Organization Introduction 2010). Care For Your Heart aims to increase the number of members; encourage members nd others to volunteer in charitable events and supporting activities; to attract more stable funding, such as monthly donation; to enhance awareness and educate public about the increasing trend of youngsters suffering from coronary heart disease; to motivate general public changing their lifestyle to improve health; to attract business groups’ awareness about cardiac disease; to establish a stronger network with doctors for f acilitating volunteer work, and other events and activities. (Future Prospect 2010). . Introduction The chairman of Care For Your Heart has illustrated the current issues faced by the organization and proposed several questions. This report is to develop feasible strategies for the organization to overcome its situation and further development in certain area. 1. Develop relevant strategies in order to enhance the public awareness of the organisation’s profile and service; 2. Attract more younger and working groups to join the organization; 3. Gain more donations for further development and 4. Strengthen a network of medical doctors or nurses as part of voluntary work. 2. Target Market 3. 1. Target Group The target market is defined by Care For Your Heart, basing on its current situation and problem. Based on research, heart disease has a rejuvenating trend and threatening working group aged 20 years old or above. These groups are targeted as they are constantly under high pressure and heavy workload. Business class with quick life rhythm typically lack of resting time. In addition, they always overlook the importance of keeping their heart healthy. 3. 2. Medical Doctor Another target group is the medical doctors. Medical doctors play an important role for these kinds of organization because of their professional medical knowledge. Other than that, Care For Your Heart inviting medical doctors for volunteering can expand their network in medical field and increase its credibility to the public . 3. 3. Partnership The following are some suggested partners for Care For Your Heart to cooperate with: * Nestle Hung Fook Tong * Watson * Hong Kong Health Check & Medical Diagnostic Group Limited Details will be illustrated in the following part of the report. 3. 4. Other Stakeholder Stakeholders| Details| Donors| * Existing donors (Social Welfare Department, The Community Chest, Food and Health Bureau) * Potential donors at all ages in global * It is important for a non-profit organization to have positive and enough reputation, which will influence donation . Policy from donation also affect the operation of the organization| University| * Helps to disseminate cardiac information * Helps to enhance the awareness of the organisation * Eg: Hong Kong College of Technology, The Chinese University of Hong Kong etc| Hospital| * Reach more cardiac patients * Helps to enhance the reputation of the organisation| General Public| * Opinions leaders who can influence the peers * cardiac patients and families| Media| * Global newspapers and magazines * TV stations, radio stations, newspapers and magazines publishers, leaflets, seminar| Potential Investors| * Corporations or individuals that are interested to invest in â€Å"Care For Your Heart† (Children’s Heart Foundation and The Hong Kong Tuberculosis, Chest and Heart Diseases Association: can enhance the awareness of â€Å"Care For Your Heart† and donation| 3. Campaign Strategy 3. 1. Rebranding As brand is a valuable asset, it allows organization to communicate a clear set of v alues toward its stakeholders. Non-profit organization is a kind of concept-brand which is associated with an abstract concept, such as cancer awareness, environmentalism or cardiac disease (Daly and Moloney 2004, 30). The current logo of Care For Your Heart is too old-fashion and poorly deliver the meaning about cardiac care issues. To best meet the target group, suggestion is given for the organization to redesign its logo and name. Rebranding  is the creation of a new name, term, symbol, design, or a combination of them for an established brand with the intention of developing a new position in the mind of stakeholders (Daly and Moloney 2004, 30). The change in the name and logo of the organization may enhance public awareness and reputation. Furthermore, the newly established brand elements can also better related to the current situation that the organization is facing (Muzellec and Lambkin 2008, 284). The new logo and name designed for the organization aims to better suit the target group, and will be illustrate in the following: 3. 1. 1 New logo: The new logo echoes with the name â€Å"Care For Your Heart†, containing a hand showing a gesture of holding a heart. Hand represents human; gesture represents caring; heart represent cardiac and compassion. The new logo is simple, more eye-catching, and the meaning is more obvious at a glance than the old version, thus the target market can easily understand the role of Care For Your Heart. Furthermore, the logo shows the commitment of Care For Your Heart to embark on a new direction and coordinate with our proposed strategies. 3. 1. 2 New name: Care For Your Heart can rename its Chinese name from to. The new name provides formality, thus projecting a more professional image. Moreover, it can better represent the mission of Care For Your Heart, which is to gather cardiac patients for mutual help and enhance public’s concern of cardiac disease. 3. 2. Seek For Partnership To achieve the goals proposed by the client, it is necessary for the organization to engage some partnership in order to support its daily operation and further activities. There are four potential companies for partnering with Care For Your Heart to enhance awareness, funding supply and voluntary work, including: Nestle, Hung Fong Tong, Watson and Hong Kong Health Check & Medical Diagnostic Group Limited. These potential partners have similar vision and mission within Care For Your Heart in terms of concerning the health of people. The cooperation between â€Å"for profit† business and non-profit organization is called cause-related marketing (CRM), which both parties are involved to create mutual benefits. â€Å"For profit† business implemented CRM to build brands, revitalize corporate, carrying out corporate social responsibilities, and make community involvement visible (Papasolomou, and Kitchen 2011, 63). Non-profit organization can be benefited due to the contributions from the â€Å"for profit† business in order to meet its needs and objectives. CRM is proved to be an important marketing tool which demonstrates a firm’s commitment in addressing a social issue (Papasolomou, and Kitchen 2011, 63). The following are the strategies proposed to cooperate with the partners. 3. 3. 1. Nestle – Carnation Omega High Calcium Milk Powder Reason for partnership with Nestle Nestle is a well-known nutrition, health and wellness company which founded in Switzerland in 1866. The company’s mission is â€Å"Good Food, Good Life†, which is to provide great tasting, nutritionally superior food and beverage, and great services to consumers around the world (Nestle 2011). Creating shared value is a fundamental part of Nestle’s way of doing business to create long-term value for shareholders and society, which is beyond compliance and sustainability (Creating Shared Value 2011). One of its products, the Carnation Omega High Calcium Milk Powder is chosen as a health product for the World Heart Day in 2010 and 2011. This low-fat milk power can strengthen the heart and reduces cardiac related diseases. The ingredients and functions of this mike powder are the followings (Milk Powder 2008). i. Omega 3 and 6 fatty acid: Regulate body’s cholesterol level and benefit to the cardiovascular system. ii. Low-fat: Reduce fat absorption which benefit to the heart. iii. High in calcium: Benefit to the bones and prevent osteoporosis. iv. Vitamin A, B and E: Assist in metabolism and health function. This milk powder was sold in different channels as well as supermarket and drugstore in Hong Kong, such as PARKnSHOP, Welcome and Watson. Each of them operates more than 200 stores and has different customer segments. It is believed that Care For Your Heart can gain benefits through enhanced awareness, and obtaining stable and long-term based donation. Proposed Strategy I. Cardiac information inside the lid, and logo on the package. Cardiac information as well as â€Å"7 ways to protect your heart†, â€Å"Make your heart healthier†, etc. is suggested to print on the internal side of the lid. Every time when consumer opens the lid, they can read the information provided by Care For Your Heart. A colorful background can be used in order to attract their attention and increase the visibility of such information. Moreover, the logo of the organization is also printed on the package of the milk powder to gain awareness (Refer to Appendix 1 and 2). The followings are the suggested cardiac information. 7 ways to protect your heart: * Maintain appropriate cholesterol level by having low-fat diet * Maintain appropriate weight and balanced diets. * Eat 2 fruits every day * At least 30 minutes aerobic exercise per day * No smoking and alcohol * Remain a cheerful mood * Regular Body check II. â€Å"Turn in Your cans† Yoplait Yogurt, a France originated brand founded in 1964, had launched a campaign called â€Å"Save Lids to Save Lives† for 10 years. The main concept of this campaign was to raise money for charity organization and activities, such as Susan G. Komen Breast Cancer Foundation,  Race for the Cure, etc. Every lid that the customer reserved, Yoplait will donate US$0. 1 after they registered the code number on the lid online (Save Lids to Save Lives 2011). A loyalty program called â€Å"Turn in Your Cans† is proposed to achieve long-term relationship among three parties: the customer, Care For Your Heart, and Nestle. When customer finished one can of milk powder, they could turn in the can to a supermarket or drugstore, then Nestle could collect those cans for recycling. A stamp would be awarded per one returned can. When customer collected 3, 5 and 10 stamps, they can enjoy discount of 10%, 30% and 50% respectively for the next purchase. This campaign could increase customers’ loyalty towards this milk powder, and attract purchases from new customers. As a result, Nestle can gain an increase in sales, and Care For Your Heart can receive donations. III. 5% donation from the total sales of the milk powder To obtain long-term donation, Care For Your Heart could receive 5% of total sales from this milk powder. The milk powder is selling at the price around HKD$104. 6, which means Care For Your Heart can receive approximately HKD$5 from each can of milk powder sold. 3. 3. 2. Hung Fook Tong Reason for partnership with Hung Fook Tong Hung Fook Tong is the biggest herbal tea group in Hong Kong founded in 1980s. With more than 700 staff members, and over 100 stores among Hong Kong (Milestone 2011), it is persistent in using genuine ingredients with no added preservatives in the product. Producing and developing quality products are the philosophy of â€Å"making naturally† (Mission 2011). In 2011, Hung Fook Tong acquired the prime awards for corporate social responsibility 2011 from Prime magazine (Company news 2011), which shows that Hung Fook Tong continuously strive to fulfill corporate social responsibility. Hung Fook Tong has introduced a series of Chinese soup and individually packed soup into the market under its brand name. Those series of soup is nourishing, which helps to maintain good body condition and is good for health. As individually packed soup could reduce the time of making soup at home, it is typically popular among working class. Thus Hung Fook Tong is another suggested source to cooperate with for gaining long-term donation and enhancing public awareness. Proposed Strategy I. â€Å"Care For Your Heart† soup series There are several soup recipes shared by some Chinese medical doctors on Care For Your Heart website. Those soups are beneficial to the heart and can prevent heart attack. Care For Your Heart could cooperate with Hung Fook Tong to introduce these series of soup or invest in new soups for the target market. Such as: * Mushroom  soup with bamboo fungus and  lotus root. * Black hen soup with lily and cloud ear fungus. * Black hen soup with chestnut. These series of soup can sold at a cheaper price HKD$40 for increasing sales volume, which others series are sold at HKD$48 and HKD$63. II. Logo on the package front and cardiac information at the package back The logo of Care For Your Heart is suggested to put on the front side of the individually packaged soup, and some cardiac information at the back. This increases the visibility of the organization, as well as disseminating cardiac information when customer turns the package to look at the ingredient list of the soup. During the selection process, consumers make decisions base on the soup’s functions, thus the â€Å"Care For Your Heart series† can impress those that concern about heart health, and attract those customers that are previously not aware of the heart health series. The logo of Care For your Heart can also be placed on the menu to increase visibility (Refer to Appendix 3 and 4). III. 5 % donation from the total sales of â€Å"Care For Your Heart† series Care For Your Heart could receive 5% total sales of individually packed soup in order to obtain long-term donation. Each individually packed soup is sold at the price around HKD$40, which means Care For Your Heart can received approximate HKD$2 from each sold of the soup. IV. Coupon Hung Fook Tong can also sponsor 500 packs of coupons, which contains 10 pieces within one pack with a total value of HKD$398, to Care For Your Heart for voluntary reward purpose. 3. 3. 3. Watson Reason for partnership with Watson Firstly, Watsons Water under A. S. Watson Group is currently a wholly owned subsidiary of the Hutchison Whampoa Limited, and is a world-renowned brand for supplying purest quality water. Moreover, the A. S. Watson Group has obtained a number of awards, such as â€Å"Asia’s Best Brand Award – for excellence in Branding and Marketing† in 2010 and 2011, â€Å"Caring Company† by the Hong Kong Council of Social Services from 2002 to 2011, and â€Å"Top Ten Brand names Award† by Chinese Manufacturer’ Association of Hong Kong in 2003 (Our Achievements 2011). Furthermore, A. S. Watson Group is positive related to healthiness, as it owns the Watsons Athletic Club which is committed in sponsoring and supporting local athletic events. This healthy association links with Care For Your Heart’s mission to improve public’s health issues. Secondly, the A. S. Watson Group is committed in performing corporate social responsibilities, and view CSR as opportunities. From A. S. Watson official website: â€Å"We encourage our business unites to develop programmes with organizations that are relevant to local community needs, and we support our employees’ effort in getting involved and contributing to society (Lai 2011). † This provides a favorable circumstance for Care For Your Heart to persuade Watson’s participation. Thirdly, Watsons Water has wide distribution channels, from street stores to big chained supermarkets. With the various availability of channels, it allows Care For Your Heart to increase exposure to the public and enhance the recognition of the company name. Proposed Strategy There are 3 main activities in this campaign: including Watsons bottled water label design competition, donation from the designed bottle, and cardiac slogan labels on Watsons Water carboy series and posters distributed to offices I. Watsons bottled water label design competition The first stage of this campaign starts with organizing a Watsons bottled water (both distilled and mineral water) label competition hosts by Watson and cooperates by Care For Your Heart. The theme of this competition is called â€Å" † – â€Å"Watsons Heart Caring Bottle Design Competition†, which encourage a submission of bottle label design aiming at enhancing public’s awareness towards cardiac disease. The competition will open for one to two months and targets youngsters age 15 to 25, whom are interested in drawing or design, and would seek for self-esteem through competition. The opening of this competition will be announced via newspapers (both paid and free), Watsons Water’s official website, and Facebook page. For motivation, awards will be given to the top three winners. The tentative prizes include: Champion: HK$5000 with certificate First runner up: HK$3000 with certificate Second runner up: HK$1500 with certificate All participants will also obtain a certificate as encouragement. After collecting all designs, both Watson and Care For Your Heart will have representatives appraising the designs and select the winners. A press conference will be held for the announcement and award ceremony of the top three winners. And their work will be launched on the bottle, which will be further discussed below. II. Launch of the specially designed bottle for donation to Care For Your Heart After the end of competition, the second stage of the campaign is the launch of this specially designed Watsons Water. The top three winners’ designs will be launched for 280ML to 800ML bottled water, both distilled and mineral. The distribution channels include all major types of supermarkets (Welcome, Parkn’ Shop, City’super etc. ), convenient stores (7-11, Circle K etc. ). The preparation for the label design will be around one month, and the tentative distribution period is set to be 2 to 4 months. Care For Your Heart can negotiate the percentage of total sales for donation with Watson. The recommended percentage is 5 to 15%. Furthermore, the label will contain information about the donation. For example: â€Å"Every bottle of water you purchase, Watson will donate $1 for Care For Your Heart on cardiac disease funding. † III. Cardiac info/ slogan on the Watson’s water carboy series in offices and posters distribution The third stage of the campaign is the launch of promotional label on Watsons Water carboy together with the distribution of posters to offices. The objectives of this event are to create opportunity for Care For Your Heart to reach the business sectors and to increase their awareness towards cardiac disease and provide some tips on prevention. This campaign will last for one to one and a half year. i. Poster Posters will be distributed together with the water bottles, and encourages offices to post it in the pantry or places near the water dispenser. The poster will contain some brief tips on preventing the formation of cardiac disease due to stress and imbalanced lifestyle. The information on the poster is the same as the information on the lids of the Nestle milk powder (Refer to Appendix 5). ii. Label A label is designed for 4. 5L, 12L and 18L bottles which fit most types of water dispenser, containing Care For Your Heart’s logo, slogans about heart protection. Appendix 6 shows an example of the label design. IV. 5% donation from the sales of designed Watsons Water bottle Watsons bottle water sold at the price HKD$6. 5, which Care For Your Heart can receive an approximate donation of HKD$0. 3 per bottle of the water sold. 3. 3. 4. Hong Kong Health Check ; Medical Diagnostic Group Limited (HKHC) Reason for partnership with HKHC Hong Kong Health Check ; Medical Diagnostic Group Limited (HKHC) is a company providing a variety of body check service to the community and has developed 15 health checking center in Hong Kong. The mission of the company is to provide  excellent  and  high standards of  imaging and  diagnostic services in order to improve  community  health under the concept of  preventive medicine. (About Us, 2011) It is chosen to work with Care For Your Heart as the two organizations are sharing similar missions of improving community health and health care awareness. Proposed Strategy I. Cardiac Health Care Bus The main functions of the Cardiac Health Care Bus are to provide free basic heart disease related health checks, for example, blood pressure, blood sugar, cholesterol; and educate public about heart disease preventions. If patients are diagnosed to have a possibility of getting cardiac disease, they will be refered to HKHC for a comprehensive health check. A medical professional and two volunteers from Care For Your Heart will be on duty in the bus. There will be 6 buses available, 3 for New Territories, 2 for Kowloon and 1 for Hong Kong Island. The buses will serve everyday in two spots with two time periods, from 11a. m. to 3p. m, and 4p. m. to 8p. m. , which can serve around 50 to 70 people every day. This idea is feasible as it has been successfully adopted by other organizations, such as the Pok Oi Hospital. II. Health Care Charity Fund (HCCF) HCCF is a working partner of HKHC, who aims to implant the concept of â€Å"Health†¦ we care you care† to the community through educational and medical healthcare service (Vision and Mission. 2011). Its missions are to help the needy of the community by offering free health check services and organizing professional health talks; to increase the healthcare awareness of the community by promoting the concept of preventive healthcare through comprehensive periodic health check at the highest standard; and to serve the community through supporting volunteering services which organized by non-profit making organizations or collaborated with local communities (Vision and Mission. 2011). The nature of this organization fits with Care For Your Heart’s vision as both organizations achieve their missions by organizing talks, fund raising and voluntary work. Two programs are designed for corporation of CFYH and HCCF. i. Professional Health Talks Health talks will operate once each year at each community center in 18 districts by Care For Your Heart. The talks emphasize on heart care related topics, such as prevention, types of heart disease etc. Professional speakers are the volunteers from HKHC and talks are sponsored by HCCF. Each talk is opened for 100 to 200 audiences (depends on the population of the district) and is free of charge. The target of this campaign is to reach citizens in 18 districts within one year and four months for 6 districts. For the first four months, talks will operate in North, Tai Po, Sha Tin, Tsuen Wan, Tuen Mun and Yeun Long; the next four months will operate in Kwai Tsing, Kowloon City Kwun Tong, Sham Shui Po, Wong Tai Sin and Yau Tsim Mong; and the last four months will operate in Island, Sai Kung, Central and Western, Eastern, Southern and Wan Chai. ii. Charity Health Check Day The date of Charity Health Check Day is set on the World Heart Day in every year. 5 to 10% of body checks income from HKHC will donate to Care For Your Heart through HCCF. HCCF used this format previously with HKHC and the Senior Citizen Home Safety Association (SCHSA) on mother’s and father’s day in 2011. Part of the body check income on that day was donated to HCCF, and the donations are used to provide personal emergency link for the elderly people (Tuesday Charity Health Check Day, 2011. ). 3. 3. Potential benefits receive by Care For Your Heart By the partnership with the above sponsors, Care For Your Heart can be benefited in various ways. I. Enhance awareness Firstly, as concerned by Care For Your Heart, it is currently facing low recognition by the public. To reverse this situation, its visibility, awareness and credibility can be increased by having Care For Your Heart’s name and logo appearing on sponsor’s events, and product packaging, which the product is well-recognized, easily found and consumed. Care For Your Heart can also leverage Nestle, Hung Fook Tong, Watson and HKHC’s goodwill on being healthy. Moreover, those sponsors enhance Care For Your Heart’s publicity by placing the organization name as the beneficiary organization at the end of the TV commercial. II. Reach the target segments Those proposed strategies allow Care For Your Hear to reach its desired target segments – the youngsters and businesses. Different channels were used for the distribution of the product by Nestle and Hung Fook Tong, such as supermarket, drugstore and MTR shop as well, which helps in increase exposure and visibility of its name and logo to different segment. Moreover, the Watson bottle water competition provides an opportunity for youngsters to demonstrate their stills in art, and act as a channel to educate them about cardiac diseases through participation. On the other hand, labels on carboy bottles and posters in office pantry can be an attention getting tool. By placing these at prominent spot, it can firstly get their attention. When they are continuously exposed to the information, they will be able to remember and recall the message. Furthermore, if the Cardiac Health Care Bus is successfully introduced, the mobility of those buses can further help Care For Your Heart in reaching more people in Hong Kong. III. Donation Donations can be gained through the sales of each product and the money can be used for funding daily operations or future activities. Furthermore, if the sponsors are willing to renew the contracts with Care For Your Heart, it will be able to obtain donations in a long-term basis. 3. 4. Potential benefits receive by sponsors I. Perform Corporate Social Responsibility The main benefit that Nestle, Hung Fook Tong, Watson and HKHC could gain is to accomplish its role in performing corporate social responsibility. Each company is committed to invest on creating shared value for society, as well as social welfare, environmental protection and other aspects regarding to the global compact. Companies could achieve its goals when cooperating with Care For Your Heart. II. Improved brand image Furthermore, the ultimate objective of performing CSR is to improve consumers’ perception towards the brand, which is being a contributor to the society thus enhancing goodwill. III. Boost Sales Each sponsor can boost its sales or expands market share due to its contribution to the society. Customers are more likely to choose a product when they realize that they can engaging in the contribution process (Stanalan, Lwin, and Murphy 2011, 51). IV. Benefits distributed by Care For Your Heart Care For Your Heart will provide the following benefits to all sponsors: * Have a one page free advertisement in the organisation magazine and annual report. Brief profile of the sponsors and the detail of ongoing campaigns on Care For You Heart website * Acknowledge the name and logo at the bottom of Care For Your Heart official website with hyperlinks to sponsors’ homepages * Acknowledge the name and logo on all promotion materials including newsletters, organisation magazines, broch ure covers or free gift bags etc. * Acknowledge the name and logo of sponsors on volunteers’ shirts * Provide at least one banner during any events * Announcement of sponsorships in all events or public speech * Guaranteed to be the only sponsor in the same category of industry * Allow to display company’s materials or products on the table for any events 3. 5. Volunteers’ recruitment The recruitment of volunteers for Care For Your Heart targets three groups: students from IVE, trainees of medical colleges, retired doctors, and the Hong Kong Health Check ; Medical Diagnostic Group. The details of the recruitment program are the followings. IVE On recruiting volunteers for Care For Your Heart, firstly, a non-academic volunteer program can be opened for the Hong Kong Institute of Vocational Education students majoring in Applied Nutritional Science, Pharmaceutical, Medical and Health Care, or Social services. Students are encouraged to apply the campaign throughout their study. This volunteer campaign requires students to participate in volunteer work for Care For Your Heart once in two weeks for four to six hours. The working time will be recorded and accumulated until they graduate or withdraw from the program. A quota on working time is set for students as a goal, for example, participating volunteer work for 72 hours in half a year. Students who have achieved the goal of this program will be rewarded with a non-academic award by Care For Your Heart, which is beneficial to their future career. Medical colleges’ trainees Secondly, trainees in medical colleges of the University of Hong Kong and the Chinese University of Hong Kong are a considerable group for voluntary works. They obtain the required health care knowledge and elementary first aid skills. Moreover, this voluntary program can be included as part of the intern training. Similar with the program for IVE, a certificate will be given to participants as a reward, which helps their future career. Moreover, participants can enrich their practical experience before they enter the society. Medical professional Thirdly, doctors are another great source to attract as volunteers. They obtain the expertise in the cardiac field thus able to provide professional consultation for patients. Care For Your Heart can target this group by inviting those doctors that are seeking self-actualization, and appeal to them through mental motivation. For example, suggesting them to offer one or two days of voluntary consultation. By acquiring a sufficient number of voluntary doctors, members of Care For Your Heart can be benefited as it has more human resources to organize thorough functions and events for its members and the public, thus achieving the goals of increasing public awareness towards cardiac disease. Moreover, doctors can enhance their reputation and image by showing their sincerity in contributing to the society. Hong Kong Health Check ; Medical Diagnostic Group Lastly, referring to the event of the Cardiac Health Care Bus campaign, doctors from the Hong Kong Health Check ; Medical Diagnostic Group will volunteer for conducting simple tests and explain the health report to patients. Moreover, regarding this event, additional helpers are needed for showing information and assisting the doctor. These helpers can be chosen from IVE and medical college volunteers mentioned above. 3. 6. 5. Motivations to volunteers Besides, by analyzing their profile, Care For Your Heart can obtain data on the number of medical professionals and young volunteers the organization has attracted . ii. Amount of Donation Two sources of donations are needed to be evaluated: the public and partnership programs. By measuring the amount of donation from public and sponsoring partners, it can reflect Care For Your Heart’s reputation and credibility in public’s mindset. It can also show the benefits gain by both parties when the campaigns are launched (increased sales, product awareness and reputation). iii. Awareness Public opinion research will be conducted 3 times after 4, 12 and 24 months. The survey aims to collect data including: awareness and image of the organization; frequency and amount of donation; and awareness of activities and partnership program. The result will demonstrate whether the new strategies and rebranding are successful in enhancing the public awareness, especially within the working class. Regulate evaluation acts as a monitory function and can state the weaknesses of each program. Therefore, the organization can reinforce certain areas in order to achieve the ultimate goals. 6. Conclusion To conclude, Care For Your Heart could reach its target groups and deliver cardiac related information to the public by adopting the strategies mentioned above. Rebranding and those cooperative strategies can meet its goals effectively and efficiently. By performing cause-related marketing, all participating parties will receive benefits from the campaigns, as well as enhancing public awareness and improving brand image. The sales volume of the newly introduced products and the current product will also be increased, due to the change of customers’ perception towards the brand. The corporate partners will provide funding supply from the donations gained from product sales, and hence increase the cash flow of Care For Your Heart. Moreover, the reputation of Care For Your Heart will also be enhanced by the well-known partners. http://www. pokoi. org. hk/tc/services_cmedical. aspx http://www. hungfooktong. com/news/n017/index. html http://www.nestle.com/ http://www.aswatson.com/our-customers/ http://www.hungfooktong.com/tc/ http://www.yoplait.com http://www.hkhealthcheck.com/corp/tc/ http://www.hungfooktong.com/overseas_about.php http://www.aswatson.com/innovation/ http://www.hccf.org.hk/en/about_us.htm ;

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NGOs are an effective force in processes of conflict resolution and healing. Discuss using examples - Essay Example Types of NGOs In modern times, there has been the emergence of Non-governmental organizations also known as NGOs and these have played numerous roles in this modern society. This is especially with the registration and recognition, as well as integration of NGOs into the United Nations to assist in provision of services to marginalised areas and even serve the needs of minority groups (Crowe p.1796). Some of the roles that are played by NGOs include; provision of humanitarian services that would otherwise not be available to certain parts of the human population. In addition, provision of a platform for the population to air its grievances to the rest of the world and even leaders, and serve as a bridge between the rest of the world and local communities in which these NGOs work from and within. Because of this, there are different types and forms of NGOs that serve different purposes and in different localities for various populations. As such, based on the definition of NGOs as non-profit organi zation, they can be categorized into community-based organizations, which are small intimate organization that are run exclusively by members and based out of locally available resources. Another type of NGO is the intermediary NGO that involves the use of paid staff to provide social services to individuals and other organization, while there is another type, which is the intermediary NGO focussing on policy and advocacy which reflect the needs of both local communities and other NGOs, as well as organizations (Nesbit p.9). The last type of NGO is the one that deals in international relief and development, and consists of professional staff and is found in many countries through branches and chapters. Humanitarian Efforts With the above information, it simple to come up with different roles of NGOs as these categorizations spell out what each organization does and at what level. Consequently, in conflict resolution and healing, NGOs roles can be explained and illustrated following their structure. The first way in which NGOs are an effective force in the process of conflict resolution and healing is following their humanitarian services provision to populations that need them. With this in mind, the key role is the healing process and not on conflict resolution, although from a different perspective this is achieved. By providing humanitarian services such as medical supplies and health services, where those that are affected or affected communities are served with services that eliminate human suffering in both warring camps of communities in conflict. As such, the first category of NGOs is well versed in this by being the immediate source of these humanitarian services where th ey use only what they have to provide for their own people and even others form the camps in conflict. Through this, the warring population is brought together by human suffering especially concerning diseases and injuries, as well as wounds to make peace and cooperate for their own wellbeing (Clapham p.522). This is evident in cases of Sierra Leone, where community based NGOs came together and served to mitigate the effects or outcomes of the conflict in the country. This was through providing medical services to the wounded and even reusing service to those that came later until an amicable agreement was reached to

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Exercises Essay Example for Free

Exercises Essay I think it is an appropriate metaphor. Brain has the faculty of talking, laughing, crying, thinking and so forth. Without brain, human cannot exist. In the similar way, engine performs all the functions in the vehicle. The car is consisted of more than 20,000 parts. Even though it is not small number, it is nothing when it compared to the human neuron system. Anyway, neuron system is controlled by brain, of course, car parts are controlled by engine. Therefore, when there is a little bit damage at any part of the brain, specific features cannot be operated. It is the same story about the vehicle. There are four evidences. First, if placing an object in the sprit brain patients hand, left-right asymmetry observed. Second, when showing an image in the sprit brain patients visual field, the asymmetry is observed. Third, dichotic listening test shows language is lateralized. Left hemisphere is superior for linguistic stimuli such as syllable however right hemisphere is superior for nonverbal stimuli such as environmental sounds. Finally, the corpus callosum makes the two halves become two different mental spheres. The answer is NO. The evidence is provided by the patterns of neuronal activity in people reading different kinds of writing. For instance, Japanese language has two systems of writing. One is kana which is based on the sound system of the language. The other system, kanji, is not based on that system. Japanese with left hemisphere damage are impaired in their ability to read kana, while people with right hemisphere damage are impaired in their ability to read kanji. Plus, experiments suggest that the right hemisphere is better and faster than the left hemisphere at reading kanji, and vice versa.

Albert Beveridge | The March of the Flag Speech

Albert Beveridge | The March of the Flag Speech Albert Beveridge, an enthusiastic imperialist, was campaigning for the Indiana senator seat in 1898 when he delivered The March of the Flag speech. The speech, which was published later in the Indianapolis Journal, was pronounced one month after the signing of armistice. The speech aimed at promoting US imperialism both as a divine and national mission that originated with Thomas Jefferson. In the speech, he used religious rhetoric and invoked God eleven times to appeal to an audience. The audience expected politicians to know the Holy Scriptures and took divine Providence as Manifest Destiny. He envisaged the US taking a colonial which he defined in terms of a divine mission. Running as the party of prosperity, economic stability and the gold standard, Republicans won the 1896 presidential election. William McKinley easily defeated the populist Democratic candidate William Jennings Bryan, having gotten enormous campaign contributions mainly from big businesses. He was to usher in a long period of republican dominance in the countys politics. During the period, Cuba was experiencing a humanitarian crisis and the US intervened by attacking Spain in April 1898, quickly acquiring Cuba, the Philippines and Puerto Rico. However, in the Philippines, it took a long and brutal war to quell mounting internal rebellion. When the speech was being delivered, the status of the new territories had not been settled. Through the speech, Beveridge put forward the idea that the US was obligated to extend civilization to the conquered territories as a key platform for bolstering American economic strength. The speech aimed at celebrating American victory. However, behind the enthusiasm lay a burning desire to counter the critics of the imperialist move who Beverage referred to as they in the speech (paragraph 10). The critics, who constituted the great proportion of the electorate, were adamantly opposed and very reluctant to embrace an idea of an imperial America. The speech starts with adulation of his country in epic terms (paragraphs 1-3). Later, he puts across the main issue behind the campaign in paragraphs 4 to7: the decision to or not to pursue an imperialist policy. In paragraphs 8-11, he justifies his countrys pursuance of the imperialist policy and answers objections of anti-imperialists. The objections, he says defies the notion of patriotism and celebration of Americas power. Beveridges first argument was founded on the fact that his countys geographical position gave it political and economic power in terms of resources, size and location dividing the two imperial oceans. This assertion implied that Americas superiority was beyond that of all European powers. In paragraph 3, he refers to myth of the west in relation to the unexplored land or wilderness (paragraph 3). He mentions the heroes of expansionary wars and puts forward a mythic observation of the western conquest of the 1840s (paragraph 7). Beveridges third argument centres on racial superiority. He alludes to the blood (paragraph 2) and evokes the feeling of power associated as evidenced by the virility of the countrys multiplying people. In his view, the increase in American population is sue to their virility and is not related to immigration: this illustrates the mythic approach that America gives to its problems. President Roosevelt would pose as an energetic and virile man on several occasions. This cult of force, power and energy suggests a Darwinian twist in Beverigdes ideas. He also uses religious arguments to advance his idea of imperialism. Reading through the speech, one can be forgiven for thinking that it is a piece of O Sullivans Manifest Destiny. The only variation is that Beveridges religious propositions were mostly expressed in a scientifically inspired language. To his country, the grace of God is feels as inevitable. He later makes reference to natures law in regard to the divine determinism thereby directing his argument in a pseudo scientific explanation of imperialism. In paragraph 5, Beveridge adds yet another dimension to his argument-that of a historical mission of duty. This suggests a traditional puritan idea of stewardship as renewed by the Gospel of wealth during the Gilded Age. Stewardship aimed at civilising people and converting them to Christianity at the same time. Along with the call to stewardship came the need to extend democracy to those perceived to be oppressed. Ironically, the freedom that the American liberators could bring didnt go as far as extending freedom to all. Beveridge calls it rules of liberty self-government. Beveridges insistence on the sense of mission blankets what is a major preoccupation for his country economical predominance. In paragraph 6, he uses the word reward in reference to the parable of Talent. This is a clever marriage of religious economic rhetoric. In his view, rewards were to come in form of new riches and markets- an idea prevalent in the Gospel of wealth that takes wealth for Gods blessing. This shows that the real aim behind imperialism is indeed commercial supremacy. The recurrence of the words domination and power in last paragraph are indicators of this fact. Contextually, the approaching elections were his countrys short term preoccupation. In the long term, the preoccupation was whether the new territories would be annexed to America. Beveridge wanted even more territories to be annexed after the Philippines. His stand was that the values of the American Revolution were not contradictory to the policy of annexation and the views of those living in the annexed territories. To him, the colonised were inferior people who couldnt enjoy the values of American Revolution in equal measure to the Americans. This was a flat rejection of the notion of equality (paragraph 8-10). The constitution should not follow the flag- i.e. the annexed territories shouldnt enjoy the constitutional entitlements of his countrys constitution. His racist mindset clearly comes to the fore in chapter 10 when he describes as inferior the people of foreign lands as savages and alien populations. He envisaged a colonial America governing the new territories since England did it to America. Besides, he explains that the Indians experience offered ideas as to how to handle the conquered. In clearly distinctive wording of we versus them, he is opposed to assimilation of those savages with the mainstream Americans (paragraph 8). His mentality correlates well with that of southerners towards the blacks prior to the Civil War. Finally, he defends the Philippines conquest as a rampart to the then greedy competition for territories by world powers saying that if US didnt do it, other powers would do so. The article is no doubt a celebration of American mythical and heroic founding. It features an explicit show of force and brutality: economic domination of conquered territories, virility of the American population, racial competition and accumulation of wealth at the expense of conquered territories. It evokes the feeling of American supremacy since its founding and the brutal materialism that continues to define American way of life down to the present. The vocabulary indicates both cynicism and naivety. The militant celebration served to convince the deeply cynical electorate to pull in the direction of imperial America. It is naive to the fact that such imperialism deeply violated the values of America as a nation, a fact that could not resonate well with not only the electorate but also the leftist leaning statesmen of the time. To best drive his point home, he insisted on syntactical patterns and repetition of words to bring the audience to his point of focus. His frequent use of questions and answers gave the speech a polemical quality and seemed like a dialogue with his audience. This particularly made the cynical audience evaluate its stand with every posing of a question and giving of a suggested answer. The speech is highly representative of a critical and decisive moment of history in the making of American nation, capturing in great colour the prevalent ideology then. The speech brought out the natural fusion of state policy and Biblical injunction (religion). Implicit in the speech is the ideology that the non-white world was inferior and unable to govern itself. It therefore needed the benevolent Americans civilizing affects. Alexander K. McClure, ed (1902). Famous American Statesmen Orators. VI. New York: F. F. Lovell Publishing Company. p. 3. Book Review: A Field of One’s Own: Gender and Land Rights Book Review: A Field of One’s Own: Gender and Land Rights Book review of A FIELD OF ONE’S OWN: GENDER AND LAND RIGHTS IN SOUTH ASIA by BINA AGARWAL (Cambridge South Asian Studies, 1994) This book is first of its kind. It is the first major study of gender and land rights of woman in the region. This book aims to tackle various gender bias arguments that are put forward by patriarchal society for not giving women the land rights. This book has been of utmost significance in affecting policies providing land rights to women. As in India, it prepared the ground for the incorporation of fairly radical recommendations in Ninth Five year plan. It also led ministry of rural areas and employment in November, 1997 to set up 3 member committee for Gender equality in land devolution in tenurial laws to reform the rules governing inheritance of agricultural land.[1] Book starts with emphasising the role of women in major movements be it Chipko movement in UP or Bodhgaya movement in Bihar, yet women did not receive any share of land that was distributed after these movements. She also describes these struggles vividly at the end of the book that how women participated in Tebhaga struggle, Telangana struggle, Bodhgaya struggle yet the benefits were received all by males and they were said to get back to their household work. It is only in Bodhgaya struggle that they managed to get land jointly in their names after a strenuous struggle. Agarwal pointed out the role of the state in establishing women’s land rights through land distribution. There has been always focus on basic needs such as education, health of women, but she explains it is equally important to focus on giving land rights to women in policy formulation. State has assumed that giving land to male would take care of complete family including women. Assumption of family as singl e entity and benefits get distributed equally holds in state’s allocation of land. But she said that bargaining power plays as much role inside household as much in market. She stressed on women having â€Å"independent rights in land† demanding rights not just in law but in practice as well. This is what would essentially give women more bargaining power according to her. Though she says that an even joint title over land is also beneficial for women than having no land but having independent control over land would give them greater flexibility. Role of the state in establishing land rights for women have been emphasised often in this book. It has well evidenced in this book that because state does not show much interest in giving rights to women that the issue remains suppressed under the carpet. Like it was shown in the case of Garos, a tribal community in North-east India that state policies was largely responsible for erosion of women land rights. She very well also focuses on the fact that how scholars and policy makers have wrongly interpreted Marxist ideology. Engels said â€Å"In capitalist societies, gender relation would be hierarchical among property owning families of bourgeoisie where women did not go out to work and egalitarian in property less proletarian families where women were in labour force.† It was essentially focusing on the fact that abolition of private property could restore women land rights. This was largely ignored by even the left wing parties whose main focus was on land redistribution. While discussing the absence of a gendered focus in redistributive programmes, Operation Barga in West Bengal is taken as a case in point, where primarily men were registered. While the criticism on grounds of non-registration of women is perfectly valid, the critique mounted of the Left certainly needs to take note of the issues involved, especially since the left-inclined women were some of the most outspoken in demanding land rights for women. While pointing out the patriarchal bias in land reforms implemented by Left-led governments, it may have also been useful to explore what implications the abandonment of the land reforms programme altogether by other political configurations has on the economy in general and the lives of women specifically.[2] Agarwal claims that despite the legislations favouring land rights to women, very few have effective land control. Even in the few cases where women had land rights, the right to decision concerning sale of land or produce of land rests with male family head or male kin. In some cases, land rights were not given in a fair manner. Women would get a lower share than their male counterparts. Agarwal then comes on to the issue which is the main argument of Agarwal on why land rights are at all important for women and society in general. It is premised on: a) women’s bargaining power increases in home as well as in society (b) it is easy to find non farm employment opportunities (c) children are better taken care of if women has the money in her hand (d)Security of women will be assured if she has an asset (e)land will not be fragmented if it in the hands of women and its productivity will rise and so on. Likewise various reasons for giving rights to women have been brought forth from welfare, empowerment and equality perspectives. Enough reasons and counter reasons of providing land to women have been provided. Though scholars like Cecile Jackson has argued that increased women participation in land rights will induce conflict in household rather than mitigating it[3]. But Agarwal argues here that women already are in conflict in household going through various forms of harassment and violence. She says â€Å"In any case, if everything difficult were to be set aside on the argument that it might cause intra-family conflict, then where would we go with women’s struggles over reproductive rights, or over gend er-equal education, or over their freedom to choose their marriage partners or professions, and so on?†[4] She claims that giving rights to women who works on land will lead to more productivity from some empirical works. But Jackson refuses to take this argument and says this is just the logic of incentives that work here. So even if men are given rights they will have more incentive to increase productivity. But to propose that transfer of land from male to female ownership within a landed household is justified on this evidence is another matter entirely. Agarwal very well inculcated the argument of increasing bargaining power of women at household, community and the state level for empowerment of women. A member’s bargaining position is determined by the strength of person’s fall back position. If women possess an asset it will not only improve their fall back position but also give them greater bargaining power both within the household as well as outside. They can bargain for subsistence within the family and for fair distribution of resources in the community. Implicit or explicit bargaining can occur between an individual and the community over the rules governing economic resource use, political positions and social behaviour. Women’s bargaining strength with the state depends on factors such as whether they are able to organize themselves into groups and garner the support of media. Agarwal also brings forth the fact that it is majorly inheritance and succession practices which is customary rather than defined by law. In this customary inheritance of ancestral property, land goes to males of the family. She has pointed that this succession practice was not biased earlier where tribes like Garos, Nayars in India and many in Sri Lanka gave land rights and inheritance rights to women. However this has slowly eroded due to changes in customary practices and scarcity of land over which women had little control. She tries to find out what really defines land rights or inheritance rights for women by studying various communities in India, Nepal, Pakistan, Bangladesh and Sri Lanka. She extensively studies and tabulates the nature of communities, marriage practices, marries close kin or not, residence after marriage, sexual freedom. Causation was established thus that if women marry with a close kin or remain within the village after marriage they can exercise control ov er any inherited property. However even in matrilineal or bilateral communities, jural authority or authority to participate in caste council rested with males. This is an essential feature which restricted women to have control over their lands. Their participation in caste councils have been fundamentally restricted which intensified the sufferings of women as there was no one to listen to their apathy. So as Agarwal says they ‘largely remain takers and not makers of many decisions that deeply affect their lives’. This is emphasised often that if women enter the struggle through ‘state apparatus’, it could be a crucial step towards women empowerment. Agarwal has also captured the essential aspect of this debate that why women don’t exercise their rights even if they can and is defined under law. Women tend to face various difficulties while inheriting land in traditionally patrilineal communities. They tend to voluntarily give up land rights in lieu of getting access to her brother’s house. Brother’s support is considered crucial in every aspect of women’s life customarily. Also women are at the receiving end of hostility from male kin in case she tries to exercise her rights. They are dependent on male kin for mediation with outside world. Other reason is that she finds it difficult to have land rights is lack of support from village bodies and government official as they are not allowed to participate in village panchayats and state bodies. Also the patwaris (village land records official) commonly present in Northern India favour custom law over existing law by registering land in names of males of the family only. Again the concern of unwillingness of the state and government officials to protect the rights of women is put forth. Even if the state enforces laws for women but it does not ensure practice of it rather promotes unwritten customary laws. Thus she points out that it will be less difficult to enforce land rights in Nepal, Sri Lanka and south India where the customs favouring women rights are into existence. It would be much difficult to apply in Pakistan, Northern India. Further Agarwal gives counter arguments for the reasons put forward by patriarchal society for not giving share of economic resources to women. Firstly, it is believed that if women own land they will not be able to access resources and since they are generally illiterate they will not be able to cultivate effectively. Agarwal counter argued it by providing a very admiring solution to this. She said that it will be effective if women could cultivate jointly as a group. This way they can pool resources and also can access credit easily. Also women have extensive knowledge of indigenous seeds and farming technique. If women operate as a group they can exercise greater bargaining power over community resources than if they work individually. Secondly, according to the slogan ‘land goes to the tiller’, women cannot have the right over land. Though it is the women who cultivate land yet they hold no rights over it. It was said that land will go to the tiller. Women were not a llowed to plough the land not just because of heaviness of the work but it is considered against the customs. So though the women sow the seed and harvested the crops without which there would have been no production yet they were denied land rights just if they did not plough the land. Another argument that is put forward by patriarchal society which though has been captured by other scholars like Goody(1973, 1976) that if women were given rights on ancestral property then their marriages have been tried to control. This argument is refreshed by Agarwal through empirical evidence taking in account both immovable and movables given as dowry. Patriarchal society claims that they give women their due share when they depart from house after marriage. But it is not recorded on the paper neither it is distributed in a fair manner. Also generally immovable like land is not passed on to daughter due to various considerations of distance and marrying a non kin. So generally the dowry that t he daughter gets is not used by her rather her in-laws use it. It is very interesting how she has captured the fact that songs, words and silence has been used as mediums of protest. Songs of folklore have been given as example to get an understanding of the fact that women interweave their sufferings in songs which pokes at patriarchal society. Sometimes silence and other times words were used as mediums to protest against the society which largely denies them rights. Small protests at home like daring to leave the house of husband is highlighted by Agarwal to point that woman actually suffered but did not come up openly to ask their rights. Various solutions have been put forward at the end of the book in the chapter ‘The long march ahead’. a)It is essential that state policies should be framed to incorporate gender equality b) Inheritance rather than dowry is the critical aspect for gaining bargaining power in household c) greater participation of women in jural bodies and representation in decision making bodies at village level d) women can acquire land rights as a group as it promotes infrastructural support. These solutions are expressed by Agarwal as, (p.494) â€Å"The shift in approach from welfare oriented to empowerment oriented, from top-down to participative, and from individual focused to group focused, in the 1980s, is an important step forward.† Agarwal concludes that struggle for gender equity is no different from struggles on many other fronts such as for democratic rights, against communalism etc. Also there has been increasing interaction among women groups internationally across Asia which has the potential for catalysing the formation of regional pressure groups around common concerns. It is not very clear how giving land rights will improve condition of women and productivity of land as there are many other empirical evidence other than those quoted by her that reveal in opposite direction. Whether land rights could be a single solution to various problems faced by women is doubtful. But land rights could be considered to be an essential first step towards women empowerment. As Agarwal makes it clear that what has crucial bearing on gender relation is not just rights over economic resources but also how, that is the process through which it is acquired. Acquiring those rights will require simultaneous struggles agains t many different facets of gender inequalities embedded in social norms and practices, access to public decision-making bodies at every level, gendered ideas and representations, and so on. It will require shifts in power balances in women’s favour in several different arenas: within the household, in the community and the market, and at different tiers of the state apparatus. REFERENCES: Bina Agarwal â€Å"Women’s Land Rights and the Trap of Neo-Conservatism: A Response to Jackson† (2003), Journal of Agrarian change 571-585 Bina Agarwal, Gender and land rights revisited: Exploring the new prospects through the state, family and market, Journal of Agrarian Change, 2003, 184-224 Cecile Jackson â€Å"Gender Analysis of Land: Beyond Land Rights for Women?† (2003) 3 Journal of Agrarian Change 453-480 Indu Agnihotri â€Å"Bringing Land Rights Centre-Stage† (1996), Economic and Political Weekly [1] Agarwal, Journal of Agrarian Change, 2003 [2] Indu Agnihotri â€Å"Bringing Land Rights Centre-Stage† (1996), Economic and Political Weekly [3] Cecile Jackson â€Å"Gender Analysis of Land: Beyond Land Rights for Women?† (2003) 3 Journal of Agrarian Change 453-480 [4] Agarwal Bina â€Å"Women’s Land Rights and the Trap of Neo-Conservatism: A Response to Jackson† (2003), Journal of Agrarian change 571-585

Pain assessment.

Pain assessment. CHAPTER-II REVIEW OF LITERATURE Review of literature is traditionally understood as a systematic and critical review of most important scholarly literature on a particular topic. According to Abdullah (1965) review of literature helps the researcher to analyze existing literature to generate research questions to identify what is known and not known about the topic and describe methods of inquiry used in earlier work, including their success and shortcoming. The purpose of review of literature involved in any research study is to become Knowledgeable in that field as much as possible this is the in depth search of the prior research. Research and non research literature were reviewed and organized under the following. Studies and literatures related to pain and pain assessment Studies and literatures related play distraction Techniques on Pain Studies and literatures related to Music distraction on Pain 1. Studies and literatures related to pain and pain assessment. Srouji R, et al., (2010) conducted a study on Pain assessment and non pharmacological management. He concluded that pain perception in children is complex, and is often difficult to assess. The distractions techniques are provided by nurses to manage pain in children is most effective when adapted to the developmental level of the child. Stinson J, et al., (2008) had done the systematic reviews on the effectiveness of pharmacological and non pharmacological management of acute procedure-related pain in children (n=1469) of one to 18 years. The reviewed findings suggested that distraction and hypnosis were effective for management of acute procedure-related pain in hospitalized children. Hockenberry and wilon et al., (2007) reported that brain perceives pain, there is a release of inhibitory neurotransmitters to hinder the transmission of pain and helps to produce on analgesic effect. This inhibition of the pain impulse is the fourth phase of the nociceptive process known as modulation. A protective reflex response also occurs with pain receptions. So while assessing pain intensity in children requires special techniques, therefore assessment requires using word such as owive, boo-boo. There are some unique tools available to measure pain intensity in children. Wongs (2007) stated that pain is often associated with fears, anxiety, and stress and non-pharmacological techniques, such as distraction, relaxation, guided imagery, and cutaneous stimulation provide coping strategies that may help reduce pain perception, make pain more tolerable, decrease anxiety, and enhance the effectiveness of analgesics. The strategies are safe, non invasive, and inexpensive, and most are independent nursing functions. The strategies that are appropriate for the childs age, pain intensity, interest, and abilities is often necessary to determine the most effective approach. Herr and. et.al., (2006) expressed that the child is unable to communicate the pain perception. So often the child requires special attention during assessment. Children who are developmentally delayed, 15 are psychotic, critically ill, dementia are examined with various pain behaviors assessment tools. Although it is important to understand that the pain is measured by using a pain-behavior scale. These tools identify the presence of pain, but not determine the intensity of pain. Joseph, Zeltzer, (2000) They state that there are three factors to assess pediatric pain: pain sensitivity, coping skills, and cognitive ability. Pain Sensitivity ascertained that pain sensitivity highly depends on childrens temperaments. Studies have shown that children with more pain-sensitive temperaments demonstrate increased reports of pain and anxiety during painful medical procedures. Significant differences in pediatric distress were found when those children received psychological interventions prior to the medical procedure. Their distress levels were significantly lower with the psychological intervention, which suggests that the interventions may benefit most children who are pain sensitive. Lara J. Spagrud.et.al (2003) conducted a study that suggested that the face pain scale revise, is a useful self report tool for assessing pain intensity in preschool and school age children who may not be able to use other pediatric self report pain measurement tools such as visual analog or numeric rating scales. Salantera S, Lauri S, Salmi TT, Aantaa R (1999) had done a survey on nursing activities and outcomes of care in the assessment, management, and documentation of childrens pain.(N=303) and retrospective chart review of 50 consecutive cases of operation of acute appendicitis was carried out. The results showed that nurses assess pain by observation of childs behavior and changes in physiology. The author suggested that development of pain assessment and documentation practices is needed in all settings. Cheryl. A. Gilbert et.al, (1999) conducted videotaped study to determinethe pain level based on facial expression to assess post operative pain in the age group of 13-74 months(N=48).Results demonstrated that face scale serve as a valid tool to assess persistent pain in young children. Carroll et.al., (1998) Reported that the degree of pain to which a child focuses attention can influence pain perception. Increased attention has been associated with increased pain response. So the nurses have to apply the various pain relief interventions such as distraction, relaxation, guided imaginary and massage. etc. MaiklerVE. (1991) conducted a study on effects of a skin refrigerant and age on the pain responses of infants receiving immunizations. The results showed that MANOVA revealed fewer distress behaviors following refrigerant spray and more complex, varied behavioral responses for older infants. The findings provide further evidence that infants perceive pain and that nursing interventions for pain reduction should be tested and extended to the very young. Rice L J. (1989) conducted a study on acute pain management in pediatric patients. Findings indicated that children often do not express pain in terms that are easily understood by adults. Distraction by parents or other factors may address the emotional component of pediatric pain. This review of acute pain management in children examines traditional practices as well as recent developments in acute pain management in infants and children. Schechter NL. (1985) conducted a study on pain control in children. He concluded that pain is not solely a fixed neurophysiologic response to a noxious stimulus but interaction of variables such as age, cognitive set, personality, ethnic background, and emotional state of the child. When approaching to pain in children, a high index of suspicion is necessary to determine the difficulty of verbalizing their discomfort. Play techniques are important in distraction from pain by nursing, medical, or child life personnel should be considered. Preparation of the child for procedures is often helpful as some of the fear of the unknown is eliminated. 2. Studies and literatures related play distraction Techniques Weiss KE, Dahlquist LM, Wohlheiter K. (2011) conducted a descriptive study on the effects of interactive and passive distraction on Cold Presser pain in Preschool-aged Children (N=60).Participants showed significantly higher pain tolerance during both interactive and passive distraction relative to baseline. They concluded that interactive and passive video game distraction appears to be effective for preschool-aged children during laboratory pain exposure. Uman LS, McMurtry CM (2009) had done the randomized control trial (N=1380) to examined the efficacy of seven psychological interventions like suggestion, breathing exercises, child directed distraction, parent-led distraction, nurse-led distraction on infants and children (1 month 11 years) for reducing pain and distress during routine childhood immunizations. The results showed that nurse-led distraction was effective in reducing distress (SMD, -0.40; 95% CI, -0.68 to -0.12; P = 0.005). The study findings suggested that combined cognitive-behavioral interventions, breathing exercises, child-directed distraction, nurse-led distraction, are effective in reducing the pain and distress associated immunizations. Miller K, et al., (2009) conducted a study on multimodal distraction to relieve pain in children undergoing acute medical procedures. They used hand held multimodal distraction device (MMD). Pain and anxiety scores were measured by Modified Faces, Legs, Activity, Cry and Consol ability Scale, Faces Pain Scale-Revised, Visual Analogue Scale and Wong-Baker Faces Pain Rating Scale. The study findings show MMD is more effective in reducing the pain and anxiety experienced by children in acute medical procedures. MMD is continuing to be trialed and is continuing to show positive clinical outcomes. Murphy G. (2009) had done a study on the effectiveness of distraction techniques for venepuncture. The findings show that distraction has been shown to reduce procedural distress in children. Further the study revealed that passive distraction is more effective than active distraction during venepuncture and that the effectiveness of a particular technique depends on the attention capacity of the child andtheir engagement in the distraction activity. Windich-BiermeierA (2007) had done a study on children and adolescents (N=50) ages 5 to 18, to evaluate the pain on distraction techniques during venipuncture by using self-selected distracters (i.e., bubbles, virtual reality glasses, or handheld video games, play toys) The design adopted for this study was intervention-comparison group design (n=28) and (n=22). The study participants demonstrated significantly less fear (P Cohen LL, et al., (2006) in their randomized control study on infants (n=136) (range=1-21 months; M=7.6 months, SD=5.0 months) and their parents to investigate the effectiveness of movie distraction in reducing immunization distress during their routine vaccinations. The behaviors were assessed by visual analog scale and a behavioral observation rating scale. The results indicated that parents and infants in the study group engaged in higher rates of distraction than experimental group both prior to and during recovery from the injection. The study findings suggested that a simple and practical distraction intervention can provide some distress relief to infants during routine injections. DAntonio IJ. (2006) conducted a study on use of therapeutic play in hospitals. He stated that play can be a tool to understand and intervene with pediatric patients. They develop a plan for purposeful play programs or play sessions with nurses who are clinical specialists, early childhood educators, and others who have expert knowledge of children and play equipment for the special needs of hospitalized children. For some children, hospitalization is a challenging experience that promotes a sense of competence and for others hospitalization is an experience that results in a negative outcome. Nurses can use play to provide pediatric patients with emotional and cognitive growth-promoting activities which facilitate a more positive hospital experience and long-term outcome. Cohen LL. (2002) had done the randomized trial (N=90) on reducing infant immunization distress through nurse directed distraction. Infants and their parents were randomly assigned to a distraction condition (i.e., nurses used stimuli to divert infants attention) or a typical care condition. The research outcome was measured by observational scale, parent and nurse ratings, and infant heart rate. Results indicated that infants engaged in distraction showed reduced behavioral distress. ThitipornUdomkittti(2001) investigated the effect of distraction on acute pain in infants. Results revealed that acute pain in infants who were distracted by a toy during receiving immunization had significantly lower mean of behavioral pain scores (p Sparks (2001) examined the effect of two forms of distraction on injection pain in a convenience sample of 105 preschool children. The results showed that both forms of distraction, bubble blower and touch, significantly reduced pain perceptions (P Bowen AM, (1999) had done the study to compare two brief, inexpensive distraction techniques for children receiving immunizations. Preschool children (n = 80) were assigned to a party blower intervention, a pinwheel intervention, or a control group. Nurses were instructed to use standard instructions for the control group, and to simply provide the distracter and encourage use, but not to spend time trying to train the child or force them to use it, for the other groups. Results of planned comparisons indicated significant party blower results in the childrens ratings of reduced distress (P Megal, Houser, Gleaves (1998) examined the effects of audio taped lullabies on physiological and behavioral distress and perceived pain among children during routine immunization. The samples were 99 healthy children age 3-6 years old. Half of them received the musical intervention during the immunization, while the other half did not. Children in each group were assessed pain and distress during five phases: baseline, pre immunization, during the immunization, after Band-Aid application, and 2 minutes after phase 4. Physiological methods included heart rate and blood pressure and self-report pain assessment by using the Oucher Scale were used to measure pain intensity. Besides, they were also assessed behavioral distress. Results indicated that no significant differences were found between experimental and control groups for heart rate, blood pressure, or Oucher scores. It may be possible that the reflective of the ages of children in the studies, 3-6 years, may not be able to focu s their attention on distraction devices. However, total distress scores of the experimental group were significantly less than the control group. French, Painter, Coury (1994) studied the effect of distraction technique on pain in preschool children receiving diphtheria, pertussis, and tetanus immunization. The samples were 149 children aged 4 to 7 years old who received the injection, one with and one without taught to blow out air repeatedly during the injection, as if they were blowing bubbles. Although self-report measures by parents, children, and nurses were not different between control and experiment Conditions, children who were taught to blow out air repeatedly during the injection had significantly fewer pain behaviors (P 2.Studies and literatures related to Music distraction on Pain Balan R, (2009) had done the comparative study on Indian classical instrumental music and local anesthetic cream on children aged 5-12 yrs in terms of in reducing pain during venepuncture was conducted at a tertiary care center. They were randomly assigned to 3 groups: local anesthetic (LA), music or placebo (control) group. The study findings showed that, using EMLA or Indian classical instrumental music can be significantly reduced pain in children. The difference between VAS scores with LA and music is not always significant. Bufalini A. (2009) conducted a study on pediatric patients undergoing painful procedures (lumbar injection, bone marrow aspiration, and arterial catheter) to assess the role of interactive music. Data significance was accepted with values of P Evans S (2008) conducted a study on complementary and alternative medicine for acute procedural pain in children. He suggested that music therapy also has gained some attention and for the most part shows promise in the pediatric acute pain setting. Noguchi LK. (2006) had done the study on the effect of music versus non music on behavioral signs of distress and self-report of pain in pediatric injection patients. Music has been examined as a potential distraction during pediatric medical procedures, but research findings have been mixed, due, in part, to the fact that children were primarily instructed to merely listen to the music. (n=64) The children 4- to 6(1/2) -years receiving routine immunizations were randomly assigned to one of three conditions: musical story, spoken story, or standard care/control. Participants in the musical story condition tended to be less distressed and report less pain than participants in the other two conditions, although these differences were not statistically significant. Subsequent analysis indicated that children who received more injections tended to benefit more from the music intervention, in terms of their perceived pain. Loewy,J.V(1997) states that music distraction using live, familiar music with unusual instruments can be effective in capturing and holding the childs attention during painful procedure, such as needle punctures. Malone (1996) conducted a study that focused on studying the effects of live music on the distress of pediatric patients receiving venipunctures, intravenous starts, and heel sticks. The study results indicated that all age groups appear to benefit from the live music as an effective method of distraction. The patients that demonstrated the most significant difference were children under the age of one. The distraction techniques were less cognitively advanced than the music therapy approaches for older children; rather, they attempt to soothe and relax the infant in order to distract him from his surroundings. Fowler-Kerry S, (1987) Conducted the study to assess the value of two cognitive strategies (suggestion and music distraction) in reducing pain in children. Two hundred children, aged 4.5-6.5 years, receiving routine immunization injections were randomly assigned to one of the intervention groups in this factorial study. The groups were designated as: distraction, distraction with suggestion, suggestion and control. Subjects reported their pain using a 4-point pain scale. Distraction was found to significantly decrease pain whereas suggestion did not. The results of this study support the use of music distraction in the reduction of injection pain in children.