Fighting Stereotypes Essay - 1078 Words

A stereotype is defined as a widely held but fixed and oversimplified image or idea of a particular type of person or thing. There are multitudes of stereotypes in our society today ranging from the physical attributes of a person or groups of people to the behaviors of a person or groups of people. According to An Introduction to Logic, â€Å"Often the fallacy of hasty generalization can lead to damaging stereotypes made on the basis of just a few examples. Stereotypes about women, religious groups, minorities, ethnic groups, and so forth are often based on this type of reasoning† (Mosser, Ch. 4, pg. 13). Insufficient evidence is often the cause of inaccurate stereotypes and can be detrimental for everyone involved. Throughout my life, I†¦show more content†¦Being a redhead myself, and knowing several redheads, I can say that I do not know a single redhead that fits this stereotype. Other redheaded stereotypes such as: stubbornness, promiscuity, and being confi dent fit us perfectly. Stubbornness is the stereotype I am a perfect example of, while a set twin redheads I know follow the sexually aggressive, wild, and confident stereotype. The second stereotype that has been applied to me is Christians hating gays. This stereotype has been emphasized recently with the Westboro Baptist church members picketing military soldiers’ funerals waving signs about how God hates gays. I understand why people have this thought because of this group and the ignorance of many Christians thinking they are doing or saying the right thing, but in reality, they are completely wrong. Jesus taught to love one another and people are far from loving anyone when they participate in such actions that promote hate. My family believed this stereotype about me over ten years ago when my youngest brother came out of the closet. He told my entire family he was gay three years before anyone told me. No one told me because they believed I would have disowned hi m. The first to find out about Kevin was my sister and she cried hysterically. My other brother found out and he went out and got drunk. My parents cried and grieved for the grandchildren they would not be having through my younger brotherShow MoreRelatedFighting Stereotypes Of Asian Americans2005 Words   |  9 PagesFighting Stereotypes of Asian Americans in the Media According to the Center for Disease Control and Prevention website in 2013 Asians made up for 4.8 percent of Americas population with 14.7 million individuals. That population is expected to increase to 40.6 million, or 9.2 percent of American population by the year 2050 and consist of over 30 different ethnicities. Teresa Mok of Purdue University stated in 1998 that â€Å"Despite their increasing numbers and heterogeneity, little reflection of theRead MoreFeminist Analysis Of Legally Blonde1454 Words   |  6 Pagesherself as a stereotypical sorority girl: vain, superficial, and self-obsessed. As such, she consistently faces discrimination from her friends, family, and colleagues alike. The film wants the audience to view Elle as a woman who rises up above the stereotype through hard work and intelligence, and who proves herself as a capable individual in a discriminatory society. Because of this, some view Elle as a feminist icon, a person who empowers women to achieve equality to men socially and economicallyRead MoreAnalysis Of Disney Pixar s The Incredibles1284 Words   |  6 Pagesobliterate gender roles within an apparent stereotypical family dynamic. Bob Parr, also known as Mr. Incredible, represents a stereotypical working-class father who longs for the days in which he can express his masculinity again. Since his crime-fighting, superhero days are past him, he continues to struggle to assimilate to regular life, knowing that he still possesses his super powers. 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Unfortunately, other advertisements played on the negative stereotypes of aging and older adults specifically with the notion that as you age you are unable to fully take care of yourself. The first advertisement I found was from the AARP, showing a silver haired woman in a red gown. The tagline on the advertisementRead MoreThe Cause and Effects of Sterotyping Essay1293 Words   |  6 PagesStereotyping, which can be used positively and negatively, is something everyone uses every day; it is found in our humor, how people describe one another, and beliefs. People stereotype without knowing it; it is a way we use to help us understand a group. The problem with stereotyping is that it’s a self –opinion about a group, not an individual. Everyone has their own unique and distinct personalities, just as everyone has their own fingerprints so it is unfair to be judged quickly by people whoRead MoreEnding Prejudice: Is Closing the Intelligence Gap the Answer1304 Words   |  6 Pagesbe in part caused by stereotype threat, which can be described as a preconceived notion that one’s intelligence level should be low, usually caused by a negative stereotype about one’s group (Myers 2011). Stereotype threat occurs in a person when they believe they are inferior to those people surrounding them. This threat can occur in many different situations, and sufferers believe that their failure will only further confirm the existing belittling stereotypes. Stereotype threat has a very draining

Greek Mythology The Origin Of The Stars And Sky

Greek mythology was very important in many cultures throughout the world and was utilized to clarify the earth and its circumstances in which mankind lived, the normal wonders they identified and how constellations explained the why the movement of the stars and sky were important in the lives of the Greeks. Greek mythology contained information about the livelihood of these gods and goddesses, humankind after death and simply how to live a joyous life. The geography of Greece also shaped Greek mythology due to it being a peninsula and Ancient Greeks used mythology to find out certain characteristics within their lives and they were successful in teaching moral lessons and demonstrating the type of world they were living in at the time. Greeks used their mythology to understand and give meaning to their world by explaining the environment in which people lived. Creation myths, which were myths that described just that. Myths during this time offered its own knowledge and insight. In one myth, that has a title that remains unknown, states that the earth and the heaven were detached even before the presence of the gods, Enlil, and Ninlil, his wife (â€Å"Myths-Creations† 308). Another myth, titled Enki and the World Order, a goddess, or a deity, within the Sumerian chapel or as they called it, a pantheon, with the Twelve Olympians, was ordered to arrange and organize the world. Certain things lied in the hands of that deity like the fate of the Sumerian lands (309). Furthermore,Show MoreRelatedGreek Mythology : A Belief Of Ancient Civilizations Essay902 Words   |  4 PagesGreek Mythology Have you ever wondered why the seasons change? Why there’s thunder? Where the stars come from? The Greeks created their own beliefs to answer their questions. Greek mythology is a belief of ancient civilizations. Greek mythology gives information on the Olympians, Heracles, origin of Greek mythology, and more. 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Australian Fast Food Sellers-Free-Samples-Myassignmenthelp.com

Question: Discuss about the strengths of local Australian fast food sellers. Answer: Background: The aim of the study is contribute to the literature which goes into finding out the strengths of local Australian fast food sellers. It takes the fast food seller Burger Time 69 as the base of the study. The first section elaborates in the factors which have led to the growth of fast food market in Australia. The next two sections elaborately discuss the variable factors and health issues of consuming fast food. The next section tells the readers about the prevailing indifference among the Australians about the health and their growing love for them. The last two sections deal with threats to local fast food manufacturers face from international players and the challenges which the latter face internationally. A section discussing the threats and difficulties Burger Time 69 faces from local market has been added to enrich the assignment. Critical success factors: The success of the fast food industry is its power to cater to the needs of the fast food lovers with a variety of fast food items. The critical success factors of Burger Time 69 are its ability to provide a variety of fast food items at reasonably low prices. These two factors namely variety and prices have led to the immense success of Burger Time 69 in spite of stiff competition from fast food giants like Starbucks and KFC. Burger Time 69 is a late night fast food seller in Australia and offers a wide variety of food items like items made from chicken, ham, pork, vegetables and also offers milk shakes. The fast food chain is also present on Zomato where the customers can place orders (zomato.com 2017). The newest success factor of the chain is its online presence and order accepting capacity. The study shows that the unique selling proposition of Burger Time 69 is its capability of offering a variety of food items at low cost (Garcia et al. 2014). The company has withdrawn from gourmand and gourmet which is a food ordering portal headquartered in Brisbane, Australia (Gourmand Gourmet 2017). It can also be pointed out that the fast food seller is present on Zomato which is an international food ordering portal and shows details about restaurants including items and their prices. Hence, the fast food seller can receive orders online which help it to receive hundreds of orders and cater to several fast food lovers at the same time. Variable: The independent variable of the research is the power of the firm to offer traditional pizza. It can also be added that Burger Time 69 offers a wide range of food items like Chicken Chin Chin, Philly Cheese Stalk and Zues Burger. The fast food seller offers items made from ham, chicken, pork, vegetables and a variety of spices. It also offers products like beef pattie, mac n cheese and haloumi which act as add ons to the main stream food items. Thus, the variable product of the restaurant consists both of main food items and a platter of complementary food offering to make the main food offerings more enjoyable. The fast food chain is capable to creating customer satisfaction which has helped it to sustain and compete with international players like KFC and Starbucks. Threats for health issues: Burger Time 69 being a fast food seller faces criticisms due to calories and health issues just like its international counterparts. The small restaurants are finding it tough to exist in the face of pressure to provide healthy food. It must also be pointed out that the international fast food giants like KFC also face similar criticisms(De Vogli, Kouvonen and Gimeno 2014). The food products of the multinational brand are unhealthy as they contain high levels of sodium and oil. The unhealthy products are detrimental to health and affect the organ systems like reproductive system (Uk.blastingnews.com 2017). Prevailing indifference among the Australians about health: Fast food items like burger and pizzas taste great but their impact on health is often underestimated. The growing prevalence of fast food in the global food chain is resulting in the increase in obesity and other physical problems (Monteiro et al. 2013). The people, especially the middle income group overlook this fatal impact of fast food and indulge in easily available and food items. These high processed fast food items are also rapidly dominating the richer class. The consumers often underestimate that the consumption of fast food alters the entire eating and drinking habits of individuals. The people of Australia love fast and are indifferent to its ill effects as proven by the studies. Australians love fast food in spite of reporting food poisoning occasionally (Pollard et al. 2014). It can be pointed out that researches show that Australians exhibit lesser interest in cooking and overlook the relationship between health and diet (Thaichon and Quach 2016). They are more interested in take away fast food which takes less time. These factors have resulted in the plummeting of demand of fast food which has led to the growth of local fast food joints like Burger Time 69 (Thaichon and Quach 2016). This indifference among the Australians about impact of fast food on health also helps the fast food businesses thrive. The competition from international players: Data claims that the international fast food giants are thriving while the local fast food businesses are shrinking. According to an article, the Australians are increasing their fast food consumption which means that fast food business has a great future (BBC News 2017). This has attracted the international players like KFC and Starbucks to the profitable markets of Australia. These international fast food chains give stiff competition to the local fast food makers like Burger Time 69. However, as the demand is pretty high and on increase, Burger King sustains in the Australian market due to increasing popularity of fast food in Australia. The fast food makers offer a variety of items at reasonable prices which make to affordable to a large number of customers. For example, McDonalds offer the items at about same rate as the local junk food outlets. This power of the international junk food sellers to offer items at same price as the local ones pose stiff challenge to the latter. Ho wever, both the international and the local fast food businesses thrive owing to the growing market and demand (Fast Food Menu Prices 2017). The study was tough because it covers a wide area and required collection of several types of data. The study elaborately speaks about the positive aspect about the fast food joints and but to stay silent on the negative aspects except the statement that the food is unhealthy. Threats from local competitors and difficulties: Burger Time 69 sells a great variety of fast food items which finds a large number of buyers. The local brand sustains on its reputation of offering tasty fast food items at reasonable prices. It faces competition and difficulties from various factors, some of which are beyond its controls. Local competition: Burger Time 69 faces a stiff competition from local restaurants which offer food at similar rates. There are several restaurants like Greaser, the Wickman and other local food chains which offer Burger Time 69 a stiff competition for market. Many of its competitors are present on online food ordering websites who accept offers online. This similar marketing strategy adopted by local competitors has made the competition for sustenance very stiff. Difficulties: As pointed out before, Burger Time 69 faces a lot of criticism from health authorities, media and consumer forums. The Parliament of Australia points out that fast food is responsible for health problems among the children and is the cause of one of the biggest physical problems of children, obesity. The article state that a majority of the people hold the advertising and promotional activities undertaken by the fast food sellers are responsible for this. The children and their parents are easily attracted towards these advertisements which encourage them to consume fast food. It can be opined that such a publication from none other than the Parliament of Australia can make marketing and selling of fast food more difficult for fast food sellers like Burger Time 69(Aph.gov.au 2017). The second difficulty Burger Time 69 faces is competition from healthy food backed by the Commonwealth Government. The government is thinking over imposing a tax on fast food to make it as costly as healthy food. The health associations view this as an initiative to change the lifestyle of people towards healthier one. There are also views against the taxation which opines that the taxes would hit the local fast food business because they would lead to cost of raw materials are well. The increase in cost of junk food may people opt for similar priced healthy food. This will surely impact the local fast food sellers like Burger Time 69 whose business area is limited (Lewis 2017). Challenges faced by the fast food chains internationally: The international food chains like KFC and McDonalds face a lot of challenges while operating internationally. A study shows that the international food giant McDonalds face challenges as the customers prefer organic food items like organic kale to the unhealthy fried food offered by the fast food chain. The fast food chain has to face criticisms and protests to raise the minimum wages. The company also faced political and legal intervention from the US Labour body. The body has commanded the fast food giant to be responsible for the treatment of the employees of its franchisees as well. The direction includes the entire network of franchisees owned by McDonalds around the world. This analysis shows that the multinational food chains are growing but have to face several types of legal, political, economical and social challenges in all their markets (Ft.com 2017). Thus, the invention of political, economic and social bodies like governments and labour unions impact the operations of the fast food industry internationally. Conclusion: The discussion shows that the fast food market in Australian is growing due to the love for junk food among the people. The fast food items are harmful to the health of consumers due to their excessive salts and spice content. The fast food consumers, particularly the Australians often underestimate the damage fast food does to their health and gorge on them owing to their irresistible tastes and affordable prices. The local fast food sellers like Burger Time 69 face stiff competition from international players like KFC and McDonalds. The growing market of fast food however gives space for both to survive. The international fast food giants face challenges like labour problems while operating in the international market. They too face health issue related criticisms like their local counterparts. References: Aph.gov.au. 2017. Marketing obesity? Junk food, advertising and kids Parliament of Australia. [online] Available at: https://www.aph.gov.au/About_Parliament/Parliamentary_Departments/Parliamentary_Library/pubs/rp/rp1011/11rp09 [Accessed 19 Jun. 2017]. BBC News. 2017. Australians eating too much junk food, report finds - BBC News. [online] Available at: https://www.bbc.com/news/world-australia-33843857 [Accessed 13 Jun. 2017]. De Vogli, R., Kouvonen, A. and Gimeno, D., 2014. The influence of market deregulation on fast food consumption and body mass index: a cross-national time series analysis.Bulletin of the World Health Organization,92(2), pp.99-107A. Fast Food Menu Prices. 2017. McDonalds Prices - Fast Food Menu Prices. [online] Available at: https://www.fastfoodmenuprices.com/mcdonalds-prices/ [Accessed 13 Jun. 2017]. Ft.com. 2017. McDonalds and its challenges worldwide: a market-by-market look. [online] Available at: https://www.ft.com/content/f8ac22fc-a7c1-11e4-8e78-00144feab7de [Accessed 13 Jun. 2017]. Garcia, J., Dunford, E.K., Sundstrom, J. and Neal, B.C., 2014. Changes in the sodium content of leading Australian fast-food products between 2009 and 2012.Med J Aust,200(6), pp.340-4. Gourmand Gourmet. 2017. Home | Gourmand Gourmet. [online] Available at: https://www.gourmandandgourmet.com.au/ [Accessed 13 Jun. 2017]. Hwang, J. and Ok, C., 2013. The antecedents and consequence of consumer attitudes toward restaurant brands: A comparative study between casual and fine dining restaurants.International Journal of Hospitality Management,32, pp.121-131. Monteiro, C.A., Moubarac, J.C., Cannon, G., Ng, S.W. and Popkin, B., 2013. Ultra?processed products are becoming dominant in the global food system.Obesity reviews,14(S2), pp.21-28. Pollard, C.M., Meng, X., Williamson, S., Dodds, J. and Binns, C.W., 2014. Eating out is associated with self-reported food poisoning: a Western Australia population perspective, 1998 to 2009.Public health nutrition,17(10), pp.2270-2277. Thaichon, P. and Quach, T.N., 2016. Online marketing communications and childhood's intention to consume unhealthy food.Australasian Marketing Journal (AMJ),24(1), pp.79-86. Thaichon, P. and Quach, T.N., 2016. Online marketing communications and childhood's intention to consume unhealthy food.Australasian Marketing Journal (AMJ),24(1), pp.79-86. Uk.blastingnews.com. 2017. Cite a Website - Cite This For Me. [online] Available at: https://uk.blastingnews.com/health/2016/09/is-kfc-bad-for-your-health-what-researchers-say-001100237.html [Accessed 13 Jun. 2017]. zomato.com. 2017. Burger Time 69. [online] Available at: https://www.zomato.com/brisbane/burger-time-69-bulimba/menu#tabtop [Accessed 13 Jun. 2017].

Speed how is suspense created in the film Essay Example

Speed how is suspense created in the film Essay Speed is a typical action movie. It follows a simple-minded basic plot but despite this still manages to captivate its audience. It can be classed as an action movie through the big explosions, high speed chases and through a crazed killer being incorporated into the plot to creat Speed doesnt disappoint. Through big-budget explosions and non stop action speed makes up for its lack of dialogue which is common for an action movie. The effect that action movies which keeps them on-edge. Because of this expectation, the audience cant stop watching because they want to see what happens next. Cliff hangers also achieve this because the audience are desperate to see the ending. Throughout the film suspense is always hanging in the air. This suspense is created by the following film techniques: music and sound effects, colour, camera shots and angles, dialogue, characters, plot and action and the method of foreshadowing.In feel like something is going to happen and makes them feel uneasy be cause they have a feeling that something bad is going to happen this feeling is created by the violins harsh, eerie sound. As a tense or exciting situation in a movie is about to occur or is approaching the music gets louder and more intense. For example, as Howard Payne picks up the screwdriver and stabs the security guard. When he finally actually stabs the security guard the music emits a sudden burst of sound and confirms the fear we had that something was going to happen. Silences are often used in the action and horror genres of movies and are used when something is about to happen. For example in the scene where the first elevator bomb blows music was being built up and when it blew there is silence as to not distract from the explosion. The silence is so the audience can take in the shock of the bomb without being distracted.Music is used as a main source of suspense in action movies as you can use it to create different types of emotions and suspense. For example in the ope ning credits and expectation. Sound effects like the drilling in the shaft and the creaking of the elevator are very effective because they add uncertainty and anticipation to the scene. The drilling of the shaft causes uncertainty because when you hear the drilling it is coming from off-screen, this makes the audience uneasy and gives them a feeling of anticipation as they may think it is the bomber doing the drilling. When the elevator is creaking there is confusion and used suggest an eerie atmosphere and unnerve the audience as they dont know what might be hiding in the dark. Also, in the scene where the security guard is stabbed there is a caution sign in the colours black and yellow. This puts the audience on edge and makes them feel nervous for the security guard because the black and yellow colours are a warning to be cautious.Dialogue in the action movie genre is limited, but can play a role in forwarding the plot and building relief or tension. It is mainly used just to re mind the audience that it is entirely fictional. To achieve this aim of reminding the audience it is entirely fictional they add corny one liners to the story and unbelievable comments in tense situations topress? This is used to give the audience a moment of relief from the intensity of the situation. There is usually not a lot of conversation in the action movies because it is not always needed as actions speak louder than words. Dialogue is not vital . The dialogue that is used in action movies usually contains an expletive at least once during the movie. It is usually said by the villain or the hero. It is said by the villain to show his instability and short fuse, but when they are said by the hero it is usually done to show his fear or anger. This creates suspense because the audience think the and angles are essential in movies and that is why so much attention is given to them. For example, during the title and opening credits, the camera moves with the lift downwards throug h the lift shaft. It is always facing opposite from the lift as well. This shot is called a tracking shot and is used to emphasise an object while creating tension because the focus is all on the lift shaft. Because of this attention on the lift shaft it foreshadows that something bad will happen there.Whenever two people are fighting or if there is a murder a close up or zoom in shot is usually used. A close up or zoom in shot makes the audience feel closer to theDifferent angles in the scenes are also used for example the P.O.V. (point of view) perspective in the scene where the curity guard is killed. We are only seeing things from the bombers point of v This is used to add tension to the scene as we have not yet seen the bombers face.Jac purely for entertainments sake as there is usually no hidden political message.The director (Jan De Bont) constantly adds to the suspense in the movie by putting Jack in constant danger and Keeping his life at risk. Jack is the movie in a way an d it is because of this that the audienould hate too see him harmed or killed. The pace of the film is as fast as its title and never ceases to disappoint with its non stop action and thrilling scenes. Overall Speed is a typical action movie that follows a simple-minded, basic plot but despite, or because of, this it still manages to captivate its audience, a film that will keep you riveted to the edge of your seat from beginning to end.

Capricorn Anderson Essay Example

Capricorn Anderson Essay Have you ever been forced into something you did not want to do? Capricorn Anderson, from the book Schooled by Gordon Korman, and Buck, from The Call of the Wild by Jack London, were both forced into new environments without a choice and were forced to adapt. How did Buck and Capricorn successfully adapt to the new lifestyle and new environments. How did they change as characters as the story went on. When Buck and Cap were forced into leaving their original environments, they also learned how to adapt to their new lifestyle. Even though they were in different places they both had ways of coping to new lifestyle. Buck coped to the new environment by learning from others and past experience. Buck learned the Law of Club when the man in the red sweater beat him and Buck never forgot about that. Buck also learned from Curly that once you are struck down you cannot get up and that is the end of you, Law of Fang. The Law of Fang stated â€Å"Once down, that is the end of you. Well, he would see it that he never went down. † (Pg. 5 P=2) Capricorn asked questions and, even though he was fed lies Cap adapted to his new lifestyle. Asking questions helped because it taught him what to do, what not to do ect, making it easier on him. Cap also adapted by using coping and calming techniques from Rain such as meditating and Tai Chi. This helped Cap adapt by relieving him off all the new things he had to do such planning the dance and being told to learn everyone’s name at the school. Both Buck and Cap cha nged as they adapted and as the stories progressed. We will write a custom essay sample on Capricorn Anderson specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Capricorn Anderson specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Capricorn Anderson specifically for you FOR ONLY $16.38 $13.9/page Hire Writer At first, Perrault made him booties for his feet because he wasn’t used to the new terrain. The booties also gave him more endurance and as time progressed he did not need them anymore. As he adapted he got into better physical shape, became more wild and â€Å"dog smart. † An example of him becoming more dog smart was when he learned to never mess with anyone with a club and if he does he will be beaten with the club. Cap was greatly affected because his attitude of school and modern life changed from hating it to wanting to stay in a public school. You know this because he told Rain he wanted to stay at Claverage when Rain picked up from school the day she got out. The environment was also greatly affected by Buck and Cap’s influences. Cap’s environment was changed because everyone at Claverage judged Cap in the beginning. In the end, everyone enjoyed Cap and learned not to judge as quickly. The students all learned not to judge him because they realized once you get to now Cap he isn’t so bad. Buck’s environment was changed because after he killed all the Yeehat’s, the native tribe never went back to that valley; it became a taboo. It became a taboo because the Yeehats remembered that Buck had killed several of their people. Buck also left his physical changes to his environment because when he joined the wolf pack and became part of â€Å"the family† his physical traits were passed on to his descendants. â€Å"The years were not many when the Yeehats noted a change in the breed of timber wolves; for some were seen with splashes of brown on the head and muzzle, and with a rift of white centering down the chest. ’(Pg. 104 P=2) As you can see Buck and Capricorn both successfully adapted to the new lifestyle and new environments and both changed as a character as the story went on. Cap changed but not as much because he believed in who he was. Buck on the other hand changed drastically. They both adapted to their environments and lifestyles in different and similar ways. In the end Buck and Cap did end up enjoying their new environments even though they did not like them in the beginning.

A comparison between cardiac CT scanning and cardiac digital subtraction angiography (DSA) The WritePass Journal

A comparison between cardiac CT scanning and cardiac digital subtraction angiography (DSA) Abstract A comparison between cardiac CT scanning and cardiac digital subtraction angiography (DSA) ). This review aims to review the literature on coronary CT scanning and digital subtraction angiography, their clinical applications, techniques and comparative value in coronary artery assessment and diagnosis. Cardiac Digital subtraction angiography Coronary angiography is the conventional diagnostic procedure used in coronary artery disease. It is a minimally invasive technique, whereby a catheter is placed into the radial or femoral artery and is advanced through the arterial system to the coronary arteries. A contrast agent is then injected at the aortic root and allows visualization of the arteries using x-ray in real time at up to 30 frames per second. This allows a view of the extent, location and severity of coronary obstructive lesions such as atherosclerosis and enables prognostic indication (Miller et al., 2008). Coronary angiography also enables catheter placement either side of the lesion to assess pressure changes and determines the degree of flow obstruction (Miller et al., 2008). . Digital subtraction angiography (DSA) again works by introducing a contrast agent into the coronary arteries and taking x-rays in real time, however a pre image is taken by x-ray. This allows for the post images to be subtracted from the original mask image, eliminating bone and soft tissue images, which would otherwise overlie the artery under study (Hasegawa, 1987). Unlike conventional angiography, it is possible to conduct DSA via the venous system, through accessing the superior vena cava via the basillic vein (Myerowitz, 1982). This removes the risks associated with arterial cannulation (Mancini Higgins, 1985). The procedure can also be performed with a lower dose of contrast agent and be done more quickly therefore eliminating constraints of using too much contrast during a procedure (Myerowitz, 1982). Whilst DSA is the gold standard in arterial imaging of carotid artery stenosis (Herzig et al., 2004), the application of DSA to the coronary arteries is limited due to motion artefacts associated with each heartbeat and respiration (Yamamoto et al., 2009). There are numerous cardiac clinical applications of DSA, it can be used to assess coronary blood flow (Molloi et al., 1996), valvular regurgitation (Booth, Nissen DeMaria, 1985), cardiac phase (Katritsis et al., 1988), congenital heart shunts (Myerowitz, Swanson, Turnipseed, 1985), coronary bypass grafts and percutaneous coronary intervention outcomes (Katritsis et al, 1988; Guthaner, Wexler Bradley, 1985). However, others have suggested that the coronary arteries are not visualized well due to their small size, movement, their position overlying the opacified aorta and left ventricle, and confusion with other structures such as the pulmonary veins (Myerowitz, 1982). Cardiac CT Scanning Development of CT scanning in the 1990s enabled an increase in temporal resolution that was sufficient to view the beating heart, and they now provide a non-invasive technique for diagnostic and prognostic purposes. Cardiac CT scans have clinical applications that go beyond perfusion investigation, and can be used to assess structure and function of the heart (for example in electrophysiology disorders or congenital heart disease) due to its ability to provide anatomical detail (Achenbach Raggi, 2010). CT scans can be used to assess coronary artery disease with and without injection of contrast agent (Achenbach Raggi, 2010) by calcium scan or CT angiography. Coronary calcium CT scanning uses the evidence base that coronary artery calcium is a correlate of atherosclerosis (Burke et al., 2003) and is a strong prognostic predictor of the future development of coronary artery disease and cardiac events (Arad et al., 2000; Budoff et al., 2009; Achenbach Raggi, 2010). Calcium is easily depicted on CT scan due to its high CT attenuation, and is classified according to the Agatson score, which considers the density and area of the calcification (Hoffman, Brady Muller, 2003). Coronary CT angiography (CTA) allows visualization of the coronary artery lumen to identify any atherosclerosis or stenosis within the vessels. Patients are injected intravenously with a contrast agent and then undergo a CT scan. There are limitations regarding the suitability of patients for coronary CTA due to prerequisites of sinus rhythm, low heart rate and ability to follow breath-holding commands. Additionally, obesity presents a problem for patients that cannot fit into the scanner and affects the accuracy of the procedure. (Achenbach Raggi, 2010). Comparison of cardiac DSA and cardiac CT scanning The technical differences between cardiac DSA and cardiac CT scanning give rise to differences in the clinical indications for the procedures, their diagnostic efficacy and also different risks or relative benefits to the patients. Due to the nature of the images produced by coronary CTA and DSA, each lends itself to different indications for use. Whilst coronary DSA provides imaging of all aspects of perfusion, CTA used with contrast agent also provides this however has the additional advantage of being able to assess structure and function of the heart. Coronary CTA has been shown to have a high accuracy at detection and exclusion of coronary artery stenoses (Achenbach Raggi, 2010). In a multicentre trial conducted by Miller et al. (2008), patients underwent coronary calcium scoring and CT angiography prior to conventional invasive coronary angiography. The diagnostic accuracy of coronary CTA at ruling out or detecting coronary stenoses of 50% was shown to have a sensitivity of 85% and a specificity of 90%. This showed that coronary CTA was particularly effective at ruling out non-significant stenoses. Additionally, coronary CTA was shown to be of equal efficacy as conventional coronary angiography at identifying the patients that subsequently went on to have revascularisation via percutaneous intervention. This was shown by an area under the curve (AUC), a measure of accuracy of 0.84 for coronary CTA and 0.82 for coronary angiography. Miller et al.’s (2008) study included a large number of patients at different study sites, and additionally represented a large variety of clinical patient characteristics. The author’s claim that these factors contribute to the strength and validity of the study findings, and suggest that in addition to using patients with clinical indications for anatomical coronary imaging, should be used as evidence that coronary CTA is accurate at identifying disease severity in coronary artery disease. Miller et al. (2008) did however,, find that positive predictive and negative predictive values of coronary CTA were 91% and 83% respectively and therefore suggested that coronary CTA should not be used in place of the more accurate conventional coronary angiography. A low positive predictive value (in relation to the prevalence of disease) was proposed to be due to a tendency to overestimate stenosis degree as well as the presence of artefacts leading to false positive interpretation (Achenbach Raggi, 2010). Other research providing comparison between coronary CTA and conventional coronary angiogram has highlighted variability in results. A meta-analysis conducted by Gorenoi, Schonermark and Hagen (2012) investigated the diagnostic capabilities of coronary CTA and invasive coronary angiography using intracoronary pressure measurement as the reference standard. The authors found that CT coronary angiography had a greater sensitivity than invasive coronary angiography (80% vs 67%), meaning that coronary CTA was more likely to identify functionally relevant coronary artery stenoses in patients. Despite this,, specificity of coronary CTA was 67%, compared to 75% in invasive coronary angiography, meaning that the technique was less effective at correctly excluding non-diagnoses than invasive coronary angiogram. This research appears to contradict the power of cardiac CTA at excluding diagnoses of coronary artery stenosis as suggested by Miller et al. (2008), he study did combine evidence from over 44 studies to provide their results and therefore had a large statistical power. The authors interpret the results in light of the clinical relevance of cardiac imaging, suggesting that patients with a higher pretest possibility of coronary heart disease will likely require invasive coronary angiography for revascularisation indicating that coronary CTA may be a helpful technique in those patients with an intermediate pre-test probability of coronary heart disease that will therefore not require invasive angiography. Goldberg et al. (1986) investigated the efficacy of DSA in comparison to conventional coronary angiography in 77 patients. They found that the two angiograms agreed within one grade of severity in 84% of single cases and 90% of multiple cases, identifying both patent and lesioned arteries. The results led the authors to conclude that there was no significant difference between the two methods and that DSA could be used in selective coronary angiography to find results comparable to that of conventional angiography. In addition to being a small study into the efficacy of DSA, the study also had several sources of inherent variability that should be considered when interpreting the results. These included differing sizes of digital imaging screen and non-use of calipers, meaning that the interpretation of the images could vary throughout the study. The authors also suggest that whilst showing strong support for the use of DSA in coronary artery disease, the technique may not actually p ermit better prognostic determinations or clinical judgements that are better than conventional angiography, and therefore the further implementation of the techniques may not be founded or necessitated. More recently, there has been further research looking at the effectiveness of DSA as a way of measuring coronary blood flow. Whilst motion artefacts have proven a problem in lots of past research (Marinus, Buis Benthem, 1990; Hangiandreou, 1990), recent research has developed methods to minimise these. Moilloi and colleaues (1996) showed that using a motion-immune dual-energy digital subtraction angiography, absolute volumetric coronary blood flow could be measured accurately and thus provide an indication of the severity of any arterial stenosis.This may provide further suggestion for clinical implementation of DSA. Although these studies provide evidence for the efficacy of cardiac DSA and CTA, they often make comparisons to conventional angiography. This is useful as a baseline comparison, however it is difficult to make comparisons between the two procedures directly due to less available evidence making direct comparisons. Lupon-Roses et al. (1985) conducted a study investigating both coronary CTA and venous DSA. The study looked at the efficacy of both techniques at diagnosing patency of coronary artery grafts compared to the control conventional angiography. CT was shown to diagnose 93% of the patent grafts and 67% of the occluded grafts whereas DSA correctly diagnosed 98% and 100% of patent and occluded grafts respectively. Interestingly, the DSA picked up the 11 grafts that were misdiagnosed by CTA and the CTA picked up the 2 grafts misdiagnosed by the DSA. This data may suggest that individually, DSA has a better profile for diagnosis of coronary artery occlusion, however if the two procedures are used in combination exclusion of patent arteries and diagnosis of occluded arteries would be effective (Lupon-Roses et al., 1985). Coronary DSA and CTA are both non-invasive procedures (unlike the conventional coronary angiography where a wire is placed in the coronary vasculature). With the only invasive part of the procedure being the injection of the contrast material into a vein. This presents a significant advantage to both procedures over that of conventional angiography, and may even permit investigation on an outpatient basis (Meaney et al., 1980). Similarly, both DSA and coronary CTA are favoured because of their intravenous approach, eliminating the risks of bleeding or arterial injury from an intra-arterial catheterization and being able to be used in those with limited arterial access. However, although the intravenous approach used in cardiac DSA makes it favourable, it does lead to difficulty with visualisation of the coronary arteries due to the overlying iodinated pulmonary and cardiac structures (Mancini Higgins, 1985). Therefore,, intra-arterial DSA is also sometimes used (Yamamoto et al., 200 9). As with all CT scanning, coronary CTA carries with it a dose of ionizing radiation (Brenner Hall, 2007). Studies have estimated that for diagnostic CT scanning, patients are on average exposed to 12mSv of radiation during the procedure, the equivalent of 600 x-rays (Hausleiter et al., 2009). Estimates of radiation doses associated with conventional coronary angiography are lower than that of coronary CTA at 7mSv (Einstein et al., 2007). Additionally, DSA technique reduces the radiation dose from that of conventional coronary angiography as the vessels are visualised more clearly (Yamamoto et al., 2008). The dangers of radiation exposure are increased risk of developing cancer, skin injuries and cateracts (Einstein et al., 2007). It is therefore important that the benefits of conducting the procedure greatly outweigh the risk of radiation exposure. CT calcium scanning provides a low radiation dose at around 1mSv (Hunold et al., 2003). Cardiac CT calcium scanning does not require administration of a contrast agent, unlike in coronary CTA and DSA that use iodine based contrast agents. The risks associated with contrast agent include nephrotoxicity and risks of hives, allergic reactions and anaphylaxis (Maddox, 2002). The amount of contrast agent used is partly dependent on the length of the procedure and how clearly the arteries can be visualised. For this reason, both cardiac CTA and DSA use less contrast agent that conventional coronary angiography (Brant-Zawadzki, et al., 1983). CT calcium scanning of the coronary arteries is therefore recommended in those with less likelihood of coronary artery disease (NICE, 2010). Both coronary CTA and DSA require interpretation by trained physicians, and the importance of training and achieving intra-rater reliability should not be underestimated (Pugliese et al., 2009). Conclusion Overall, both coronary CT and DSA have been demonstrated as effective procedures for the imaging of the coronary arteries in CAD (Achenbach Raggi, 2010; Miller et al., 2008; Moilloi et al., 1996; Goldberg et al., 1986). Whilst cardiac CT scanning does provide a wider range of clinical applications, allowing assessment of perfusion as well as cardiac structure and function (Achenbach Raggi, 2010), coronary DSA has many applications that allow assessment of coronary blood flow (Molloi et al., 1996; Katritsis et al, 1988; Booth, Nissen DeMaria, 1985; Guthaner, Wexler Bradley, 1985; Myerowitz, Swanson, Turnipseed, 198). Both cardiac DSA and CTA procedures have their advantages. As non-invasive procedures, these techniques pose less risk to patients, and enable the possibility of outpatient investigation, to be used to rule out diagnoses and to avoid inappropriate invasive coronary angiogram (Gorenori et al., 2012). Additionally, intravenous access is preferential to arterial cannulation for the contrast infusion, removing the risks associated with bleeding or intra-arterial injury. Cardiac DSA exposes the patient to a lower dose of radiation that coronary CTA (Hausleiter et al., 2009; Yamamoto et al., 2008; Einstein et al., 2007), which is beneficial at reducing the risk of genetic mutations and cancer. Cardiac CTA and DSA also have their common disadvantages. The use of contrast agent may present side effects for the patient including kidney damage and risk of allergic reactions and anaphylaxis (Maddox, 2002). For this reason, calcium CT scanning can be useful in patients that are not at high likelihood of coronary artery disease (NICE, 2010b). Additionally, both cardiac DSA and CTA are subject to motion artefacts from respiration and heart beats, which can cause difficulties with interpretation (Achenbach Raggi, 2010; Yamamoto et al., 2009). In the case of cardiac CTA, this excludes a subset of patients that are unable to follow commands and those who have high heart rates. Overall, cardiac CTA and cardiac DSA are effective, non-invasive imaging techniques for assessment of coronary artery disease. Whilst they are not the gold standards in cardiac monitoring, they can provide important diagnostic information without exposing patients to the risks of invasive angiography. Due to this, their use should be weighted against clinical need, the risks of the procedures, and the suitability of the patient. Interpretation of cardiac CTA and DSA imaging should be by trained individuals. References Achenbach, S., Raggi, P. (2010) Imaging of coronary atherosclerosis by computed tomography. European Heart Journal. 31:1442 Arad, Y., Spadaro, L. A., Goodman, K., Newstein, D., Guerci, A. D. (2000). Prediction of coronary events with electron beam computed tomography.Journal of the American College of Cardiology,  36(4), 1253-1260. Booth, D. C., Nissen, S., DeMaria, A. N. (1985). Assessment of the severity of valvular regurgitation by digital subtraction angiography compared to cineangiography.  American heart journal,  110(2), 409-416. Brenner  D. J., Hall  EJ.  Computed tomography: an increasing source of radiation exposure.  Ã‚  N Engl J Med.  2007;357(22):2277-2284 Budoff, M. J., McClelland, R. L., Nasir, K., Greenland, P., Kronmal, R. A., Kondos, G. T., Blumenthal, R. S. (2009). Cardiovascular events with absent or minimal coronary calcification: the Multi-Ethnic Study of Atherosclerosis (MESA).  American heart journal,  158(4), 554-561. Bugiardini, R., Manfrini, O., Pizzi, C., Fontana, F., Morgagni, G. (2004). Endothelial function predicts future development of coronary artery disease a study of women with chest pain and normal coronary angiograms.Circulation,  109(21), 2518-2523. Burke, A. P., Virmani, R., Galis, Z., Haudenschild, C. C., Muller, J. E. (2003). 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Hacker, M., Jakobs, T., Hack, N., Nikolaou, K., Becker, C., von Ziegler, F., Tiling, R. (2007). Sixty-four slice spiral CT angiography does not predict the functional relevance of coronary artery stenoses in patients with stable angina.  European journal of nuclear medicine and molecular imaging,34(1), 4-10. Hangiandreou N. J.  (1990) Coronary Blood Flow Measurement Using Digital Subtraction Angiography and First Pass Distribution Analysis. Madison, Wis: University of Wisconsin-Madison; Thesis. Hasegawa, B. (1987). Physics of Medical X-Ray Imaging 2nd Edition. Medical Physics Publishing Corporation. Hausleiter, J., Meyer, T., Hermann, F., Hadamitzky, M., Krebs, M., Gerber, T. C., Achenbach, S. (2009). Estimated radiation dose associated with cardiac CT angiography.  Jama,  301(5), 500-507. Herzig, R., BuÃ…â„¢val, S., KÃ…â„¢upka, B., Vlachov, I., Urbnek, K., MareÃ… ¡, J. (2004). Comparison of ultrasonography, CT angiography, and digital subtraction angiography in severe carotid stenoses.  European Journal of Neurology,  11(11), 774-781. Brant-Zawadzki, M., Gould, R., Norman, D., Newton, T. H., Lane, B. (1983). Digital subtraction cerebral angiography by intraarterial injection: comparison with conventional angiography.  American Journal of Roentgenology,  140(2), 347-353. Hoffmann, U., Brady, T.J., Muller, J. (2003). Cardiology patient page. Use of new imaging techniques to screen for coronary artery disease. Circulation 108 (8): e50–3. Hunold, P., Vogt, F. M., Schmermund, A., Debatin, J. F., Kerkhoff, G., Budde, T., Barkhausen, J. (2003). Radiation Exposure during Cardiac CT: Effective Doses at Multi–Detector Row CT and Electron-Beam CT 1.Radiology,  226(1), 145-152. Katritsis, D., Lythall, D.A., Cooper, I.C., Crowther, A., Webb-Peploe, M.M. (1988) Assessment, of coronary angioplasty: Comparison of visual assessment, hand†held caliper measurement and automated digital quantitation.  Catheterization and cardiovascular diagnosis,  15(4), 237-242. Kaufmann, P. A., Gnecchi-Ruscone, T., Schfers, K. P., Là ¼scher, T. F., Camici, P. G. (2000). Low density lipoprotein cholesterol and coronary microvascular dysfunction in hypercholesterolemia.  Journal of the American College of Cardiology,  36(1), 103-109. Liu, J. L. Y., Maniadakis, N., Gray, A., Rayner, M. (2002). The economic burden of coronary heart disease in the UK.  Heart,  88(6), 597-603. Lupà ³n-Rosà ©s, J., Domingo, E., Marinez-Vzquez, J. M., Là ³pez-Moreno, J. L., Montaà ±, J., Permanyer-Miralda, G., Soler-Soler, J. (1985). Direct non-invasive techniques for assessing coronary bypass graft patency.  The International Journal of Cardiac Imaging,  1(3), 181-188. Maddox, T. G. (2002). Adverse reactions to contrast material: recognition, prevention, and treatment.  American family physician,  66(7), 1229. Mancini, J. G. B., Higgins, C. B. (1985). Digital subtraction angiography: a review of cardiac applications.  Progress in cardiovascular diseases,  28(2), 111-141. Marinus, H., Buis, B., Van Benthem, A. (1990) Pulsatile coronary flow determination by digital angiography.  International Journal of Cardiac Imaging, 5, 173-182 McClure, K. H., McGivern, J. P., Stultz, M. R., Whitehurst, T. K. (2009).  U.S. Patent No. 7,481,759. Washington, DC: U.S. Patent and Trademark Office. Meaney, T. F., Weinstein, M. A., Buonocore, E., Pavlicek, W., Borkowski, G. P., Gallagher, J. H., Maclntyre, W. J. (1980, August). Digital subtraction angiography of the human cardiovascular system. In  Application of Optical Instrumentation in Medicine VIII  (pp. 272-278). International Society for Optics and Photonics. Miller, J. M., Rochitte, C. E., Dewey, M., Arbab-Zadeh, A., Niinuma, H., Gottlieb, I., Lima, J. A. (2008). Diagnostic performance of coronary angiography by 64-row CT.  New England Journal of Medicine,  359(22), 2324-2336. Molloi, S., Ersahin, A., Tang, J., Hicks, J., Leung, C. Y. (1996). Quantification of volumetric coronary blood flow with dual-energy digital subtraction angiography.  Circulation,  93(10), 1919-1927. Myerowitz, P. D. (1982). Digital subtraction angiography: present and future uses in cardiovascular diagnosis.  Clinical cardiology,  5(12), 623-629. Myerowitz, P. D., Swanson, D. K., Turnipseed, W. D. (1985). Applications of digital subtraction angiography in cardiovascular diagnosis.  The Surgical clinics of North America,  65(3), 423-437. National Institute for Health and Care Excellence. (2010a). Unstable angina and NSTEMI: The early management of unstable angina and non-ST-segment-elevation myocardial infarction. CG94. London: National Institute for Health and Care Excellence. 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Business and Social Approaches to Social Media - Opportunities and Essay

Business and Social Approaches to Social Media - Opportunities and Issues - Essay Example Through social media, companies do not have any limit for entry, and there is excellent communication between customers and promoters (Hamill, 1997). Companies using the social media find it easy to penetrate the market, to find information that helps them change their products to meet the customers demand, and also reduces the cost on advertisement. In overall, the company is able to improve its performance as a result of the feedback got from the consumers of its product (Denis et al., 2002). Social networking sites are websites whose accounts are profile based. They are often known as Web 2.0 (O’Reilly, 2005). People are able to form relationships through chartrooms, instant messaging, newsfeed and blogging. Some of the communicating avenues or social network sites used today include; facebook.com, Myspace.com used by people who share the same taste in music and friendster.com used to connect people looking for love partners (Ellison, et al., 2007). In this discussion, we s hall elaborate more on the use of facebook as a social network, and how it has helped companies such as Coca Cola, IKEA to advertise its products leading to an increase in sales and profit maximization. ESSAY Facebook is a social networking means that has made it possible for people with same ideals and values to connect. Originally facebook was introduced to help students connect with each other after school (Ellison et al., 2007). However, today facebook is also used for marketing companies’ products, introducing new ideas, and an avenue to collect data or for advertising purposes. Being a socially appreciated form of networking, facebook has helped to improve the public relation of companies with its consumers, has helped to identify marketing gaps and also to identify consumers tastes and preferences. Facebook has bridged the gap of space and time in business. This has been done through creating of groups, which allows members to ‘like’ the goods and services provided by keeping them informed with the latest information. This has also been done through the creation of facebook pages or use of celebrities in the advertisements. Other than companies using the media for advertising, organizations have also been able to gather information leading to a shift of how they get to collect information; information does not only flow from up to bottom but from down to the bottom. This has therefore, shifted the focus of organizations to providing what the consumers desire. It has not just changed organizations and companies’ methods of advertising, but has also led to an increase of companies’ productivity and revenue as well as reducing costs. In addition, the social network; facebook have helped in detecting criminals. Police in Canada and the U.S. have directed certain videos and requested the public to try and indentify them. The videos were initially on YouTube, but to make communication faster it was uploaded in facebook. This did not only help the police men to get to arrest the criminals but also helped the businesses to get to indentify the criminals incase they just dropped on their doorsteps. Facebook can therefore, be used as a means for protection and for boosting security around our places. However, the success of a company that uses facebook to advertise depends on how well they design their web. A