Person Centred-Care Essay Example for Free

Person Centred-Care Essay It’s important to promote person centred values as no individual is the same and everyone’s needs are different. Therefore we need to show that we have taken into account the individual as it will make them feel more valued and appreciated. It gives a personal touch to our standard of care. Another reason for the importance of promoting person centred values, is to make not just the service user feel valued but also make the families feel that we are taking on board their knowledge and understanding of the service user, in order to give him/her the best care possible. Consent: see more:define person centred values nvq 2 Consent is giving permission to do something, with an individual either taking part in an activity or accepting some kind of care or treatment. It is a legal requirement that consent is established before any intervention or caregiving activity takes place. Establishing consent is one way care workers can demonstrate they respect the individual and the individual’s personal dignity. Consent can be given in a number of ways; verbally, in writing or through actions. You may also have informed consent, such as perhaps by raising an arm to be supported when dressing, and thereby imply consent. Informed consent is given when the individual understands what they are consenting to. If we’re unable to gain consent you will go to the person allocated such as a social worker, next of kin (family) or advocates/solicitor.

Discrimination And Empowerment Mental Health Social Work Essay

Discrimination And Empowerment Mental Health Social Work Essay This essay will firstly define what discrimination is and what it means to discriminate. Examples will be used to demonstrate what discrimination may look like. A definition of empowerment will also be used. The essay will then critically explore theory and ideas around power and how power manifests between groups. This part of the essay will touch on the idea of othering. The essay will move on to focus on mental health, race and racism. The essay will use the idea that mental illness is a social construct and look at how mental illness can be open to influences of racism from society (Bailey 2004). The essay will make links to institutional racism in mental health and psychiatry. In a basic sense to discriminate means to: differentiate or to recognise a distinction (Oxford Dictionaries 2012). In this basic sense it is a part of daily life to discriminate. For example, a baby will often discriminate between a stranger and their caregiver. Discrimination becomes a problem when the difference or recognised distinction is used for the basis of unfair treatment or exclusion (Thompson 2012). Anti-discriminatory practice in social work concerns itself with discrimination that has negative outcomes; whether this is negative discrimination or positive discrimination. Both are equally as damaging. Thompson (1998) defines discrimination as a process where individuals are divided into particular social groups with an uneven distribution of power, resources, opportunities and even rights. Discrimination is not always intentional (Thompson 2009) and there are various types of discrimination (EHRC 2012). Discrimination can be direct, indirect, based on perception or on association (EHRC 2012). The Equality Act 2010 is legislation that protects individuals and groups against discrimination. The Equality Act 2010 brought together several pieces of legislation to protect several protected characteristics: age, disability, gender reassignment, marriage and civil partnership, race, religion or belief, sex and sexual orientation. Discrimination does not just occur on a personal level, according to Thompson (2012), discrimination occurs on three levels; personal, cultural and structure. This will be explored more later on. Empowerment is a term that often comes in to play when examining discrimination; therefore it is important to have an understanding of both. Empowerment is the capacity of individuals or groups to take control of their circumstance and use their power to help themselves and others to maximise the quality of their lives (Adams 2008: xvi). Empowerment is then not an absence of discrimination and power but an individuals capacity to own or share that power and take control. Therefore empowerment is an anti-oppressive practice not an anti-discriminatory one. They are linked but not the same. Social workers act as mediators between service users and the state. Social workers are in a role that can potentially empower or oppress (Thompson 1997). For this reason Thompson (1997: 11) argues that good practice must be anti-discriminatory practice, no matter how high the standards of practice are in other respects (Thompson 2012). Thompson (1997) reminds the reader many times throughout his book that If youre not part of the solution you are part of the problem. I choose to include this because it reinforces that social workers need to challenge discrimination and take action against it. Discrimination is political, sociological and psychological (Thompson 2012). To accept and tolerate it and to not to challenge it does indeed make social workers part of the problem. Discrimination has links with power which the essay will move on to explain next. As defined by the Oxford Dictionary (2012) power is the ability or capacity to do something; the capacity or ability to act in a particular way to direct or influence the behaviour of others or the course of events; or physical strength or force exerted by someone. From this definition power could be seen as a coercive force or authoritarian. However, some theorists would argue that there is more to power than just coercion and authority. Parsons (1969 cited Rogers 2008) took a different view on power. He saw power as a way of maintaining social order instead of a force for individual gain (Rogers 2008). Parsons (1969 cited Rogers 2008) believed that to be able to enforce coercive action and justify it, there needs to be a collective interest from the social system as a whole (Rogers 2008). Lukes (1974) would disagree with Parsons definition on power. Lukes argues that power is less abstract (Rogers 2008) and that exercising power is the decision to exert control. Lukes (1974:74) illustrates this point as: A exercises power over B when A effects B in a manner contrary to Bs interests. Dominelli (2008) focuses more on the idea of competing power; which group has more power than the other. This splits people to either be in the dominant group or the minority. A dominant group tends to be deemed superior, and with superiority comes privilege (Dominelli 2008). As a result the other group is deemed inferior, the minority and disadvantaged. It is this compound of dominance and oppression that discrimination derives from (Rogers 2008). It is a groups perceived superiorly over another group (Thompson 2012) that justifies coercive action, control and discrimination. When people form oppressive relationships the tendency is to make a strategic decision that excludes a particular group or individuals from accessing power and resources (Dominelli 2002). Othering can be experienced as multiple; multiple oppression. People can be othered simultaneously due to a number of social divisions (Domenelli 2002), for example, being a black woman who experiences mental health issues. Social workers need to recognise power and its links to discrimination. Not to could further oppress (Thompson 2012). It can feel uncomfortable to be in the privileged position; whether this is as a white person or a man and so on. The privileged group need to engage in the fight for equality (Corneau and Stergiopoulos 2012). White people need to engage with the fight against racism and accept responsibility for racism as it is a problem of white society and therefore involves white people (Strawbridge cited Corneau and Stergiopoulos 2012). This explanation can be applied to any other groups that are considered to be the other. Rogers and Pilgrim (2006: 15) suggest that superiority is a social construction: a product of human activity. Dominelli (2002) goes further to say that oppression itself is a social construct as oppressive relations are not pre-determined but they are reproduced between social interactions and routines. Language is often used as a key part of social interaction and is also a very powerful tool. This relates heavily to social work as social workers are responsible for writing reports/care plans/assessments. Depending on how social workers word written pieces of work can indeed paint a very different picture of the service user they are working with. I was once told that words are the bullets of prejudice, this illustrates that labels and language can be powerful, damaging, potentially discriminatory and oppressive. Although labels can be damaging they are a part of social interaction. Labels help us to construct our social world and we use them to find similarities and differences to process the world around us (Moncrieffe and Eyben 2007). Although the process of labelling is fundamental to human behaviour and interaction (Moncrieffe and Eyben 2007:19) social workers need to be aware of when these labels have the potential to be damaging, oppressive and rein forcers of discrimination. Social workers need to reflect and consider what labels they give people and what impacts this may have. Labels can be used to change or sustain power relations which can have an impact on prejudice and on achieving equality (Moncrieffe and Eyben 2007). This essay will use the themes discussed so far to focus in on mental health as an area of practice and critically explore institutionalised racism within mental health practice and psychiatry. To begin I will briefly return to Thompsons (2012) PCS analysis in relation to mental health and race. The P level is our own individual attitudes and feelings (Thompson 2012). Although it is important to examine our own beliefs we do not live in a moral and political vacuum (Coppock and Dunn 2010: 8). For this reason Thompson (2012) also refers to the cultural (C) and structural (S). P is embedded in C and C and P in S which builds up interlocking layers of discrimination; personal, cultural and structural. The C level is where we learn our norms and values. Individuals learn these values and norms through the process of socialisation which occurs through social institutions such as the family, religion and the media (Haralambos and Holborn 2008). These institutions can produce ideas about what is considered normal or right (Coppock and Dunn 2010). From this it is not surprising that there is an attitude in society that people who experience mental health issues are violent and a danger to society; even though there is no relationship between mental health and violence (Rogers and Pilgrim 2006). However, the general media uses terms like psycho (Ward 2012) or crazed gunman (Perrie 2011) in relation to acts of violence creates prejudice. This prejudice can then be used to discriminate. For example, a community may not want a mental home to open near them as the mental people will cause a threat to their community. The S level is the level of institutional oppression and discrimination. Ideas that Thompson (2012: 34) refers to as being sewn in to the fabric of society. Western psychiatry is laden with cultural values and assumptions that are based on western culture (Coppock and Dunn 2010). This suggests that western and white is normality and anything that deviates from this is abnormal (Corneau and Stergiopoulos 2012), or as previously discussed; other. It is the C and S level which the essay will focus on more. Institutional racism explains how institutional structures, systems and the process embedded in society and structures that promote racial inequality (Jones 1997). It is considered to be the collective failure of an organisation to provide an appropriate and professional service to people because of their colour, culture or ethnic origin (MacPherson 1999). Jones (cited Marlow and Loveday 2000: 30) goes further than this definition to also include laws, customs, and practices which systematically reflect and produce racial inequalities. Institutional racism is believed to be a more subtle and covert type of racism (Bhui 2002) and often said to be unintentional (Griffith et al 2007). BME groups are differently represented in psychiatry (Sashidharan 2001). People of African-Caribbean heritage are over represented yet people of Asian heritage underrepresented in mental health settings (Sashidharan 2001). As BME groups deviate from the white norms they appear to receive either too much attention or too little (Sashidharan 2001). This would suggest that the systems which operate within psychiatry are institutionally racist. Both race and mental illness are social constructs (Thompson 1997; Bailey 2004). Thompson (1997) argues that despite the lack in biological evidence for the explanation of racial categories it is still a widely common way of thinking. Bailey (2004) argues that mental illness has always been a social construct therefore open to racism and other forms of discrimination. The declassification of homosexuality in the Diagnostic and Statistical Manual of Mental Disorders (DSM) illustrates Baileys (2004) point. Race immediately brings up issues around power and the relationship between what is seen as natural and social (Westwood 2002). Historically it was viewed that inequalities around race had a natural explanation (Westwood 2002). Race could be traced back to anthological tradition (Rogers 2006; Craig et al 2012) and colonial discourse with the belief that white identity is superior (Westwood 2002) and that black people are lacking civilisation, savages and a subhuman species (Bailey 2004: 408-409). According to Bailey (2004: 408) the effects of racism on psychiatry can be directly linked to the early stereotypes about black people arising from pseudoscientific racism. It is this pseudoscience racism (science which lacks scientific method or evidence) that underpins racism in mental health services today (Bailey 2004). Racism has many different sides and is a multidimensional form of oppression and discrimination (Corneau and Stergiopoulos 2012; Thompson 2012). Racism is widely known to be the cause of disparities in health and mental health (McKenzie in Bhui 2002; Griffith et al 2007; Craig et al 2012). BME individuals find themselves navigating their way through a system that works from the dominant discourse of the medical model (Corneau and Stergiopoulos 2012). This allows a small amount of room for different and alternative frameworks to challenge racism which is already ingrained in the system. To illustrate this point I will use an example from my practice. I work with a black woman who experiences mental health issues. She has spiritual beliefs and usually openly takes about her beliefs at home. She fears one resident as he is very religious and she feels that he has special powers. I supported her to an appointment with her psychiatrist as she had begun to feel mentally unwell. He did not enquire about any social, cultural or structural factors that may impact on her mental health. I tried to advocate the experiences she had shared with me and reiterated what she was saying. However, he advised her that the tugging she experienced in her stomach was physical and to see a doctor and increased her anti-psychotic medication. Her spiritual experiences were not validated, he individualised the cause of her illness and used a medical intervention. Western psychiatry tends to separate the mind from the body and spirit (Bailey 2004). According to Bailey (2004) many BME service users find this approach unhelpful and irrelevant to their experiences of mental distress. This is because for many BME the mind, body and spirit work in union and the feelings and behaviours behind this is woven into peoples wider existence (Bailey 2004). Kortmann (2010) believes that these types of clinical intervention are often ineffective due to service users non-western origin and tend to quit treatments earlier. For example, some African cultures can believe that seizures are cause by evil spirits (Kortmann 2010) and therefore do not take medication prescribed as they do not believe it to be an illness. Westwood (2002) writes that the negative impact of racism can have a significant impact on an individuals mental health. However in a recent piece of research Ayalon and Gum (2011) concluded that black older adults experienced the highest amount of discriminatory events but there was a weaker association with this and experiences of mental health issues. To account for this it was concluded that BME groups experienced more events of discrimination over their life course and as a result have become more resilient to it (Ayalon and Gum 2011). Some writers argue that to construct institutional racism as the explanation to the disparities in mental health can add to the debate and effectively alienate BME groups even further (Singh and Burns 2006). Singh and Burn (2006) state that, the accusation of racism within psychiatry will give service users the expectation that they will receive a poorer service and this will encourage service users to disengage with services or offer voluntary admission. What Singh and Burn (2006) are speculating is presented by Livingstone (2012) as self-stigma; the stigma that is present on an individual level rather than on a cultural or social. It is the stigma that is internalised that can prevent people from access services (Livingstone 2012) and thus, actively discriminating against ones self. Therefore, Singh and Burns (2006) argue that individuals to stay away from needed services until it is too late and there are few alternatives but to detain them and enforce treatment. Although Singh and Burn (2006) make a logical point they fail to recognise BME service user experiences of Mental Health Services. Bowl (2007) conducted a qualitative research to gain the views and experiences of South Asian service users as most literature is through the lens of academics and professionals. The experiences of this South Asian group would certainly suggest the presence of institutional racism within Mental health Services. The main areas identified were their dissatisfaction in not being understood in the assessment process due to language barriers and cultural incompetence (Bowl 2007). This misunderstanding led to misdiagnosis and refusal of services (Bowl 2007). Racism is often not the only form of oppression that people face. Disadvantage can occur from several areas (Marlow and Loveday 2000). BME groups experiencing mental health issues are already subjected to multiple oppression. There is not enough words in this essay to explore this further but wanted to acknowledge that forms of oppression are not experienced in isolation of each other. For example, links have been made between individuals lower socio-economic status and experience of mental health issues and how black people can face the added stress of earning less and experiencing higher levels of unemployment (Chakraborty and McKenzie 2002). This begins to illustrate the complexity and how oppression is inextricably intertwined. Institutional racism has been highlight in a number of Inquiries in practice. It was firstly highlighted in the Stephen Lawrence Report in 1999; a black young person who was murdered in a racist attack and yet again in the David Bennett Inquiry in 2003; a black man who died in 1998 after being restrained faced down by several nurses for nearly half an hour. Lord Laming (2003) also identified issues around racism in his Inquiry into the death of Victoria Climbie. There is not enough words to go into any of these inquiries in any detail but they have been included to demonstrate institutional racism in practice in the police, mental health service and social work. It may seem that whilst mental health services operate within the medical model that is catered towards the white majority things will not change. Institutions and systems are indeed difficult to change, however social workers can work with service users to empower, advocate, challenge and expose discrimination in services and bring about social change. Empowerment is complex in general but becomes more complex in relation to race and ethnicity (Thompson 2007). Social workers need to firstly be aware of institutional racism before they are able to challenge it (Thompson 2007). For social workers to challenge institutional racism they need to challenge policies that do not address the needs of BME groups. To do this, social workers need to be aware of the complex power relations and deeply ingrained racist patterns in society (Thompson 2007). In my practice in a mental health setting I have contact with medical professionals and often support services users to appointments. I find that I must hold onto my social work values and not get drawn into the medical model way of working but to remain holistic in my approach. To conclude, this essay has demonstrated that discrimination is far more complex than treating someone differently. It has focused on a more subtle, covert and indirect form of discrimination: institutional racism. The essay has examined the links between discrimination, racism and power and introduced the idea that mental illness and race are both social constructs. It is this subtle and covert form of discrimination that can be damaging. It can be hard to recognise as it is woven into the very fabric of society (Thompson 2012). However, the message in this essay is that social workers need to recognise power relations, how they operate, on what level they operate at and to challenge discrimination (anti-discriminatory practice) and work with service user to empower them to overcome these obstacles (anti-oppressive practice). Social workers must swim against the tide and not collude with these attitudes no matter how deeply ingrained and embedded they are in society. For the social workers that fail to do so will ultimately become part of the problem. Word count: 3281

Perception In Humans Vs Computer

Perception In Humans Vs Computer The Essay which I am going to write is about Minds and Computers. Here I will explain that what is a human mind, what a computer is and what is a relation between them. Its all about the idea of constructing or developing artificial intelligence. This question of possibility is not limited only to construction of such an advanced technology which will possess artificial intelligence and will act in a manner as human can do but is also a philosophical question. The word perception comes from the Latin words perceptio, percipio, and means receiving, collecting, and action of taking possession, apprehension with the mind or senses. [1] Humans perceive through their minds and senses. So how human mind or human brain works? According to Hippocrates (the father of Medicine) Man should be fully aware of the fact that it is from the brain and from the brain only that our feelings of joy, of pleasure, of laughing arise as well as our sorrow, our pain, our grief and our tears. We are thinking with the brain and we can see and hear and we are able to draw a distinction between ugliness and beauty, bad and good what is pleasant and unpleasant. A computer is defined as a programmable machine that receives input, stores and manipulates data, and provides output in a useful format. So how a computer perceive? The answer to this question is that computer perceives through knowledge of Artificial intelligence. Is it possible for a computer to learn and becomes capable like humans, to learn from observing the environments, is it possible that computer learn by trial and error basis. In Artificial intelligence some developers have developed robots that claims that are able and that they can learn like a newborn human baby can do. In my opinion it is not only the problem that is bound to software but also to hardware that hinder the growth in computer technology. As compared to human brain a super computer is unable to take off the powers of a human mind. In recent years, there was a rapid increase in the improvement and development of electronic race. Day by day the computational speed of electronic computer is increasing. The main focus in this electronic era is to make computers smaller and faster in processing. Transistors replaced the vacuum tubes and then transistors were also replaced by smaller and tiny integrated circuits. With the passage of time all these circuits are incorporated to microchips. The recent advancement in computer technology is forcing humans to think about such computers/robots that will match humans in performance and capabilities. Lets have a comparison between human brain and computer that whether computer is capable to learn and adopt more or human. Human brain is capable to receive a lot of information at real time from all the senses at constant rate, so its natural that human is able to adopt and learn more quickly from its environment and its surroundings. Human brain is capable to get a lot of information of the surroundings only in a single glance that will help the brain to respond in a quick way. Human brain is able to learn by mistakes, by errors, by experiences that may be good or bad and it is due to this learning that makes him capable of dealing with situation efficiently. It is the common judgment of many peoples that human brain as compare to computer is far more superior in acquiring new skills and techniques. On the other hand, the human brain requires more time to espouse to changes like erudition of more skills and quitting of old once. The more we do a particular work repeatedly the more easily it gets. If an individual does the same work for a longer time he gets used to it, than he can even do it subconscio usly and it becomes a habit for him. Computers are getting more and smarter with the passage of time. Computers are capable to learn anything that the computer programmers want to feed it in research centers. Different engines like voice recognition systems are developed in order to nourish the program with different voices that it could pick up patterns in speech, the accents and slangs and that it should recognize them. Another Engine is optical character recognition which is able to pick and choose up fresh information and patterns as it scrutinize the dissimilar styles of writing from its constantly growing database. Some programs are now able to classify between objects, it can place and recognize that object accordingly with their patterns and shapes to different categories. The perception rate of computer is increasing day by day. Some computer programs are now capable of learning and seeking by trail and errors, they learns from their mistakes and then they records a best solution in its database to tackle that problem or error for future reference. The ways in which computers are learning or we can say the computer learning techniques are getting better day by day and it is progressing in the right direction especially with the stop towards learning by using perceptions. Computer is progressing towards a big revolution and is now able to use the two most important senses that is senses like sight and sounds. It will be not too far that computer will learn and will be able to observe environment and will learn from examples. So who is more capable human or computer? Who is better in performance and capabilities? In my opinion a computer cannot over cross a brain and a brain well remain winner and is winner. There are a lot of fields in which a brain is more powerful than a computer. A brain is only less efficient when it is used for only one purpose or specific function. The brain completely depends on how we make it. When it come to calculations and memorizing, computer lefts brain behind. As now we are somehow up to some extent familiar with what a mind and a brain is. Now I will explain some philosophical problems in artificial intelligence. All these problems are associated with consciousness and emotions. As we all know that human possesses consciousness. Consciousness is defined as The ability or state of being aware especially of something within oneself, the state or fact of being conscious of an external object, state, or fact. However it can be used in many different ways. It is occasionally used to refer to our alertness of certain actions or processes that we are conscious of. Sometimes it refers to the ability of awareness of our own selfs and also the way in which we distinguish ourselves to the rest of the world. In the paper Replication of the Hard Problem of Consciousness in AI and Bio-AI: An Early Conceptual Framework by Nicholas Boltuc and Piotr Boltuc they are suggesting that a machine can be equipped with phenomenal consciousness. According to their claim if we know how a phenomenal consciousness works and if we are able to understand its precise operation it is possible to instantiate it in a machine. This is very significant claim; the reason behind this is that if it is true it would discredit the privileged access problem of first-person consciousness. It will cast as an empirical problem of science and not a fundamental question of philosophy. In my personal opinion they did not presented any logical argument about the implementation of human consciousness in a machine. In my personal opinion it is impossible to preclude a machine with human consciousness. We cannot call a computer to be intelligent unless until it does possesses common sense. It is impossible for a computer to adopt common sense because human common sense works on know-how basis. For example, as we know that A Bird in Hand is better than two in the Bush is all related to common sense, yet it is impossible to ride a bicycle through knowledge or by teaching. All we get is our experiences. It is impossible that without experience u will ride a bicycle just by knowing its procedures. It is not because of knowledge that we can eat an apple in darkness. If it is because of knowledge than we would need some parameters to locate our mouth, like the angle of our hand, the position of our mouth, the speed with which our hand is moving etc. All these things we cannot attained without experience.Recent computers are only able to represent things. In my opinion it is difficult to transfer them skills and emotions. This is a large problem in the field of artificial intelligence. Is it possible to mimic intelligence? Is it possible to copy a significant amout of thought and planing to paste it in a computer. In my opinion no such thing exist as to mimic intelligence. I think it is not possible to copy intelligence because still we are not hundred percent able to know that how our minds works. Till now some questions related to brain like its functionings are yet unanswered. There is a doubt about the explanatory power of computers programs, Even though if a program makes a computer capable of what a human can do. For example, like understing and talking English, or describing some images, which forces us to think about a question that whether a computer program is doing it in the same way as we humans are doing. Still its not clear that whether the program is correctly explaning our abilities. As we know that existing computers do not do things as we do, it physical level they employe on transistors, interpreters or compilers, computer follows these instructions blindly and there is no evidance that humans do this. The notion that computers can do in the same way as humans do is systamatically ambiguous. Even it is not possible between two different persons. An arithmatical question calculated by different persons may be same, if they both use the same logarithms, but it will be different if they both are using it in a different bases. This notion does not apply in case of computers because there is no such level for computers at which he do it in the same way as we do it. We cannot say that a pakistani is playing chess in different way than a swedish, because of the fact that the language that is used is different. In case of stratigies both can have different stratigies. It should be noted that every human does not do things in one way they may fallow different ways to approach a problem, whether its all about playing chess, remembering names, soving problems, perceiving faces, or understanding of a particular language. So it is not reasonable to deny that in a computer simulation which is very much complex. I dont think that it is possible to simulate every aspect of human mind to a computer program. How is it possible for a computer to feel thirst, to feel naunsance, sexual desires, the feeling to dance, or the feeling which one gets one he is going to loose his balance while walking on ice, to feel hungry, to feel love, to feel sympathy, to feel proud and a lot more which humans feel. It is not possible to construct a computer that will be capable to feel as humans feel. There are much more peoples who are dreaming for the day to see that mans own thinking creation can take a human form. Who can be a true friend, who will always keep your secrets and will always listen to what ever you say, and it will be your best servant without demanding for leave, or even it can do a lot of things for you from research to minor calculations, all these services without demanding for salaries. There are much more peoples who feels fear because of different possibilities of AI. Espacially the ones who thinks that what will happen if it goes wrong as we have seen it in some of the blockbuster movies. Movies like the Matrix, the teminator, the cyborg, universal soldiers, eye robot and a lot more. They all tells us the stories about when artificial intelligence goes bad. Movie or no movie, all we should worry about is that anything can happen. I am not arguing that what the story writers want to say is correct or incorrect. The fact which all know is that there is a lot of differnce between God made and Human made thing.

Essay --

Before 1951, the capability of growing cells resulting from animal tissue remained indefinable. The cells would die before they could reproduce for research. This changed in 1951 when a woman by the name of Henrietta Lacks was biopsied because of a tumor. She later passed away due to her cancer. The cells were taken from her cervical cancer cells and now thrive on their own. While the cells of Henrietta Lacks became commercialized, the Lacks family was forced to live without healthcare. They lived their lives in poverty. Henrietta Lacks' story is about her involvement to medical research. The problem with all of this is she never gave the doctor permission to take her cells. Doctor George Otto Gey took them from her cervix. She then died from her cancer. I believe this was wrong; you should have the right to know if a doctor took a part of your body. Henrietta’s family didn’t find out about what Gey had done for a while after it happened. I think they deserve some compensation for the HeLa cells; they lived in poverty, even though Henrietta’s cells were making so many advances in science. They shouldn’t be given all of the profit because they were not doing any of the work to make the advances, but a little something should be given in honor of the doctor taking the cells. There has also been a theory for racial minorities. Henrietta Lacks was black and some people believed that what had happened to her may have happened to many other people. If doctors took samples of her body, they would probably do it to anyone else. In the '50s I don’t think they were necessarily doing it because she was black, they did it to everyone, black or white. In the 70s, when scientists went back to her children to do research on them. That's the ... ...ical cancer caused by this virus. Studying her cells allowed them to see how this virus led to cancer and found that the virus inserts DNA into the host. Through this knowledge they were able to create a vaccine that blocks the HPV DNA. This is a prevention method. Polio is a viral disease that affects the nerves, it leads to possible paralysis. HeLa cells led to a vaccine that is about 90% effective. Henrietta went to johns Hopkins and today polio is a rare disease. It is all thanks to the cells of Henrietta. Due to a tragic mistake made while mixing HeLa cells in research, scientists were able to finally get a count of how many chromosomes human cells were supposed to contain. This mistake allowed chromosomes to swell and be clearly visible compared to the clumped appearance they normally have. Using this scientists were able to start diagnosing genetic disorders.

Comparing Speeches of Martin Luther King and Cesar Chavez :: Communication Leadership

Both of the speeches, Martin Luther King's and Cesar Chavez', are powerful peices and communicate one vision: equality. King and Chavez have two very different styles of writing but the message from both is simmilar. for example both king and chavez discuss how their people are discriminated against because of their skin color, and how their people have neither the right to vote in the the south, nor the will to vote in the north , and in Chavez' situation, to have their vote counted. however similar their message's may be, their writing styles are different. Chavez talks about statistics, about why and how his people are treated. king held that the atrocitys commited against his people were self evident and as such did not need to be proved to anyone. kings message was meant to encompass the entire Uninted States while Chavez' was directed primarily at California. Throught the history of the uninted states it has been plagued with racism and prejudice. M.L.K and C.C were the two most outspoken opponents to the injustice that they saw on a daily basis. mlk said that it was "time to lift our nation from the quick sands of racial injustice to the solid rock of brotherhood". both ceasar and martin recognized a need for change and were brave enough to seek change. indeed in 1968 Dr. King sent a message to Chavez which said "Our separate struggles are really one. A struggle for freedom, for dignity, and for humanity." These mens cause was one and the same. these men were intamently connected, in fact chavez said that they were "Dr. King's disciples". you could no more have chavez without king than you could have ghandi without the imperialism. both men felt that their people were being robbed of there dignity. cesar chavez said that the most important thing to him was the "recognition of workers' dignity". "We can never be satisfied as long as our children are stripped of their selfhood and robbed of their dignity by signs stating "For Whites Only"." was how mlk stated their dissatisfaction with the inequality. Even though their message was incredibly similar, their writing style was vastly different. for example, Chavez talked in a especially concrete sense. he gave specific examples and statistics to support his opinion wihle mlk spoke on a very idealistic level with no real support in his speech. this difference might be because of there different backgrounds.

Coke Burn India

Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement Current Market Scenario Current Market Scenario Industry Highlights Coke Burn Industry Highlights Coke Burn Distribution Red Bull faces legal battle with their largest distributor – RNG group after snapping decade old ties. RNG used to control 90% of Red Bull’s distribution with close to 19,000 outlets Selective distribution only in 3 metros (Mumbai, Delhi and Bangalore) Distribution Red Bull faces legal battle with their largest distributor – RNG group after snapping decade old ties.RNG used to control 90% of Red Bull’s distribution with close to 19,000 outlets Selective distribution only in 3 metros (Mumbai, Delhi and Bangalore) Manufacturing Key market players import their product from South East Asian countries like Malaysia, Thailand etc. First and only multinational company to receive local manufacturing nod for energy drinks Manufacturing Key market players import their product from South East Asian countries like Malaysia, Thailand etc. First and only multinational company to receive local manufacturing nod for energy drinks Market ShareDominated by Red Bull with 71. 3% market share Depleting market share currently stands at 2. 6% of the energy drinks market Market Share Dominated by Red Bull with 71. 3% market share Depleting market share currently stands at 2. 6% of the energy drinks market Market Size Rs. 1894 million (off trade) with a CAGR of 55. 7% Rs. 49 million (off trade) Market Size Rs. 1894 million (off trade) with a CAGR of 55. 7% Rs. 49 million (off trade) To increase off trade sales from Rs. 49 million currently to Rs. 299 million in a year Mission To increase the overall market share from the current 2. % to 10% in a year To increase brand awareness, consumer loyalty and satisfaction Strengthening Burn’s social media and overall online visibility To increase off trade sales from Rs. 49 million currently to Rs. 2 99 million in a year Mission To increase the overall market share from the current 2. 6% to 10% in a year To increase brand awareness, consumer loyalty and satisfaction Strengthening Burn’s social media and overall online visibility Communication Objectives Awareness Create brand awareness and visibility by crafting distinct brand imagery ConsiderationEducate consumers and bring Burn in their consideration set on par with Red Bull Conversation Induce more effective trials by engaging consumers through on ground activation Loyalty Implement loyalty and rewards programs ensuring consumer retention Communication Objectives Awareness Create brand awareness and visibility by crafting distinct brand imagery Consideration Educate consumers and bring Burn in their consideration set on par with Red Bull Conversation Induce more effective trials by engaging consumers through on ground activation Loyalty Implement loyalty and rewards programs ensuring consumer retentionCompetitor Analys is Competitor Analysis Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement Product Price Place Promotion Red Bull original Rs. 95 for 250ml Pack of 4 for Rs. 359 Gyms, Cafe’s, Barista, Costa Coffee, Bars and Retail Outlets * Formula 1 racing * Soap Box Race * Student brand ambassador * Television Ads * Rejuve * Nicofix * Minus Rs. 95 for 250ml CCDs, bars, retail outlets. * Shah Rukh Khan brand ambassador * Print Advertising * Sunburn music festival * Premium * Wildberry * Pomegranate * Red grapes * * Regular * Sugar free Cola Rs. 85/90 for 250ml Rs. 50 for 180ml Rs. 95 for 250ml Gyms, retail outlets Pubs, discos, night clubs * Shilpa Shetty brand ambassador * Energy Drink partner of CSK * College events * Certain cultural and music festivals Proposition Get High on Energy Gives you Wings Free your Energy Get high every time you drink Product Price Place Promotion Red Bull original Rs. 95 for 250ml Pack of 4 for Rs. 359 Gyms, Cafe†™s, Barista, Costa Coffee, Bars and Retail Outlets * Formula 1 racing * Soap Box Race * Student brand ambassador * Television Ads * Rejuve * Nicofix * Minus Rs. 5 for 250ml CCDs, bars, retail outlets. * Shah Rukh Khan brand ambassador * Print Advertising * Sunburn music festival * Premium * Wildberry * Pomegranate * Red grapes * * Regular * Sugar free * Cola Rs. 85/90 for 250ml Rs. 50 for 180ml Rs. 95 for 250ml Gyms, retail outlets Pubs, discos, night clubs * Shilpa Shetty brand ambassador * Energy Drink partner of CSK * College events * Certain cultural and music festivals Proposition Get High on Energy Gives you Wings Free your Energy Get high every time you drink Consumer needs and GAP analysis Consumer needs and GAP analysisThrough our research we inferred that a lack of awareness and availability were the two key deterrents for purchase of Burn Through our research we inferred that a lack of awareness and availability were the two key deterrents for purchase of Burn Values Co nsequences Attributes Price and Packaging Exclusivity Status and Self esteem Study more + better grades Rewards and Promotions High Performance Work longer, harder + more concentration Soft Drink, No alcohol Substitute for alcohol Belongingness Socializing drink at parties Caffeine, Taurine Energy + Stay awake Values Consequences Attributes Price and PackagingExclusivity Status and Self esteem Study more + better grades Rewards and Promotions High Performance Work longer, harder + more concentration Soft Drink, No alcohol Substitute for alcohol Belongingness Socializing drink at parties Caffeine, Taurine Energy + Stay awake Consumer Characteristics Consumer Characteristics Consumer behavior analysis Consumer behavior analysis Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement Rohan Vyavaharkar – National Communications Head – RedBull India Ltd Pinakiranjan Mishra, National Leader, Consumer Products, Ernst & Young The biggest c hallenge for energy drinks is to establish product efficacy and reiterate their core benefits as consumers are wary of these products due to high caffeine content† Ajay Chandwani, Director, Percept Ltd â€Å"We are open to introducing Coke Burn shots in India if there is a strong case for it. We are also looking at ramping up distribution in other cities† Kamlesh Sharma, GM, Public Affairs & Communication, Coca Cola India â€Å"RedBull has consciously adopted a strategy of steering away from conventional media and chose to associate itself with extreme sports and youth centric activities to create a buzz in the market.The sales of energy drinks is as much a function of distribution as it is of marketing† â€Å"High price is biggest barrier for this segment. Consumers would include burn in their consideration set if a smaller SKU at a lower price is made available in the market† Rohan Vyavaharkar – National Communications Head – RedBull India Ltd Pinakiranjan Mishra, National Leader, Consumer Products, Ernst & Young â€Å"The biggest challenge for energy drinks is to establish product efficacy and reiterate their core benefits as consumers are wary of these products due to high caffeine content†Ajay Chandwani, Director, Percept Ltd â€Å"We are open to introducing Coke Burn shots in India if there is a strong case for it. We are also looking at ramping up distribution in other cities† Kamlesh Sharma, GM, Public Affairs & Communication, Coca Cola India â€Å"RedBull has consciously adopted a strategy of steering away from conventional media and chose to associate itself with extreme sports and youth centric activities to create a buzz in the market. The sales of energy drinks is as much a function of distribution as it is of marketing† â€Å"High price is biggest barrier for this segment.Consumers would include burn in their consideration set if a smaller SKU at a lower price is made available in the market† However, more than half of our respondents felt that high price and high caffeine is deterrent while purchasing energy drinks. However, more than half of our respondents felt that high price and high caffeine is deterrent while purchasing energy drinks. Majority consumption happens at parties and pubs. Also a sizable chunk of consumption happens at home Majority consumption happens at parties and pubs. Also a sizable chunk of consumption happens at home Consumer InsightsConsumer Insights Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement According to our research, majority consumption is driven by college students to stay awake during exams. It is also used as a socializing and energizing drink. According to our research, majority consumption is driven by college students to stay awake during exams. It is also used as a socializing and energizing drink. To get a perspective on consumer insights we conducted a primary research with 40 consumers of energy drinks with diverse cultural and professional backgrounds.To get a perspective on consumer insights we conducted a primary research with 40 consumers of energy drinks with diverse cultural and professional backgrounds. Expert insights through in-depth interviews Expert insights through in-depth interviews Retailer insights Retailer insights Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement FCB matrix FCB matrix Brand Identity Prism Brand Identity Prism Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement Mission Market Message Media MoneyMeasurement Mission Market Message Media Money Measurement Key recommendations and take-aways 50ml shots Introduce 50ml Burn Energy shot priced at Rs. 40 to induce trial 0% caffeine Introduce a healthy diet/caffeine free variant of Burn Ramping up distribution Capitalizing on the RedBull – RNG rift as well as developing strategic distribution partnerships New engagement platforms Promotion at college and music festivals and events as well as effective usage on online platforms Key recommendations and take-aways 50ml shots Introduce 50ml Burn Energy shot priced at Rs. 0 to induce trial 0% caffeine Introduce a healthy diet/caffeine free variant of Burn Ramping up distribution Capitalizing on the RedBull – RNG rift as well as developing strategic distribution partnerships New engagement platforms Promotion at college and music festivals and events as well as effective usage on online platforms Through research we learnt that sales of energy drinks are a function of marketing as well as distribution. Hence, we recommend Burn to ramp up its distribution in more number of cities to supplement our marketing campaign.At retail outlets we recommend distributing collaterals that contain #Burn365, Turbocharge Your Passion contest details which will help us to engage with a wider audience Through research we lear nt that sales of energy drinks are a function of marketing as well as distribution. Hence, we recommend Burn to ramp up its distribution in more number of cities to supplement our marketing campaign. At retail outlets we recommend distributing collaterals that contain #Burn365, Turbocharge Your Passion contest details which will help us to engage with a wider audience Communication Channels Communication ChannelsMission Market Message Media Money Measurement Mission Market Message Media Money Measurement Experiential Marketing Experiential Marketing The key is not to advertise but to engage. Not to broadcast messages but to have a dialogue To associate Coke Burn as a drink that supports youngsters to pursue their passion and interests The key is not to advertise but to engage. Not to broadcast messages but to have a dialogue To associate Coke Burn as a drink that supports youngsters to pursue their passion and interests Mission Market Message Media Money Measurement Mission Market M essage Media Money MeasurementBurn’s India website(www. burn. in) * With the absence of an India specific website we believe that the newly developed www. burn. in will be a perfect online platform to communicate Burn’s products and fresh marketing initiatives such as â€Å"Wings on Fire†, â€Å"#Burn365† and â€Å"Burntender – Twist and Burn†. * It will be integrated with Burn’s social media accounts and will display information about Burn’s upcoming consumer engagement projects and initiatives. * This website will be directly linked to Coke’s global and national webpage and we target close to 450 unique visits per day post its inceptionTargets Number of unique hits per day Number of linked websites Average time on site Bounce rate 15% 1. 5 minutes 45 450 Burn’s India website(www. burn. in) * With the absence of an India specific website we believe that the newly developed www. burn. in will be a perfect online p latform to communicate Burn’s products and fresh marketing initiatives such as â€Å"Wings on Fire†, â€Å"#Burn365† and â€Å"Burntender – Twist and Burn†. * It will be integrated with Burn’s social media accounts and will display information about Burn’s upcoming consumer engagement projects and initiatives. This website will be directly linked to Coke’s global and national webpage and we target close to 450 unique visits per day post its inception Targets Number of unique hits per day Number of linked websites Average time on site Bounce rate 15% 1. 5 minutes 45 450 Online Marketing Facebook Ads Mobile Marketing and Advergaming (Wings on Fire) Email marketing Launch Burn’s India website (www. burn. in) Viral Youtube advertisements and fan videos #Burn365 (year-long twitter campaign) Online Marketing Facebook Ads Mobile Marketing and Advergaming (Wings on Fire) Email marketing Launch Burn’s India website (www. u rn. in) Viral Youtube advertisements and fan videos #Burn365 (year-long twitter campaign) #Burn365 #Burn365 Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement The Plan Building up on successful social media brand building ventures adopted by KFC and Volkswagen, Coke Burn looks to adopt a similar strategy by hosting #Burn365, an open-for-all twitter competition that looks to engage young adults from across the country by offering prizes 365 days a year We see Burn365 as an opportunity to increase activity as well as follower count across social media platforms.Currently Burn is seriously lacking in terms of content as well as activity on its fan pages and the #Burn365 campaign would ensure increased user interaction with the brand as well as quality & unique content generation on the respective fan pages. This campaign will look to increase Burn’s social media presence as each day contestants can showcase their passion be it about spo rts, cars, movies, music, art or even burning social issues using the permitted 140 characters supported by a Twitpic or a Youtube video.On ground promotion during college festivals and events will see Burn representatives encouraging students to live-tweet #Burn365. Winner of the contest will win Burn merchandise. The Plan Building up on successful social media brand building ventures adopted by KFC and Volkswagen, Coke Burn looks to adopt a similar strategy by hosting #Burn365, an open-for-all twitter competition that looks to engage young adults from across the country by offering prizes 365 days a year We see Burn365 as an opportunity to increase activity as well as follower count across social media platforms.Currently Burn is seriously lacking in terms of content as well as activity on its fan pages and the #Burn365 campaign would ensure increased user interaction with the brand as well as quality & unique content generation on the respective fan pages. This campaign will look to increase Burn’s social media presence as each day contestants can showcase their passion be it about sports, cars, movies, music, art or even burning social issues using the permitted 140 characters supported by a Twitpic or a Youtube video.On ground promotion during college festivals and events will see Burn representatives encouraging students to live-tweet #Burn365. Winner of the contest will win Burn merchandise. Objectives Building brand awareness Driving traffic to respective fan pages Engage students and young adults via #Burn365 Increasing sales Objectives Building brand awareness Driving traffic to respective fan pages Engage students and young adults via #Burn365 Increasing sales RedBull has 811,638 followers which is 65 times the number of followers of the Burn twitter handle. Current ScenarioBurn Vs Red Bull RedBull has 811,638 followers which is 65 times the number of followers of the Burn twitter handle. Current Scenario Burn Vs Red Bull Stage 1 The user wil l be given an option to login via Facebook or twitter Stage 2 Depending on the user’s choice he would be asked to like & share / follow & tweet. Stage 3 The user will be given an option to login via Facebook or twitter Stage 4 The machine would dispense the free sample Stage 5 The machine would forcibly logout the user Stage 1 The user will be given an option to login via Facebook or twitter Stage 2Depending on the user’s choice he would be asked to like & share / follow & tweet. Stage 3 The user will be given an option to login via Facebook or twitter Stage 4 The machine would dispense the free sample Stage 5 The machine would forcibly logout the user Login via twitter or facebook Post a tweet using #Burn365 tagging @burn Follow @burn account for updates Like the Coke Burn Facebook page Share the page with a comment Check location settings Dispense the free 50 ml Burn shot Auto Logout Login via twitter or facebook Post a tweet using #Burn365 tagging @burn Follow @burn account for updatesLike the Coke Burn Facebook page Share the page with a comment Check location settings Dispense the free 50 ml Burn shot Auto Logout We intend to place Coke Burn vending machines at college events, concerts, BPO’s across the country. These machines would dispense Coke Burn 50ml sample shots at the cost of a tweet or a facebook like by the user. We intend to place Coke Burn vending machines at college events, concerts, BPO’s across the country. These machines would dispense Coke Burn 50ml sample shots at the cost of a tweet or a facebook like by the user. Coke Burn Vending MachinesCoke Burn Vending Machines Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement Game Design Game Design After defeating the demons and completing the first round the player again has a brief interval where he sips Burn to get energized and moves on to the next level After defeating the demons and completing the first round the player again has a brief interval where he sips Burn to get energized and moves on to the next level The player begins the game by sipping a Burn to feel energized The player begins the game by sipping a Burn to feel energizedPlayer has to chase and target flying demons with a slingshot to earn points Player has to chase and target flying demons with a slingshot to earn points As the player successfully targets the flying demons their wings burn and crash on the ground thus preventing any counterattack by the demons on the player As the player successfully targets the flying demons their wings burn and crash on the ground thus preventing any counterattack by the demons on the player Rationale Rationale Non- intrusive, cost effective method of driving the message Non- intrusive, cost effective method of driving the messageAverage time spent by a gamer is 12-15 minutes Average time spent by a gamer is 12-15 minutes Consumers have deeper emotional engagement while gaming Consumers have deepe r emotional engagement while gaming Integrated Communication Message – Turbocharge Your Passion Integrated Communication Message – Turbocharge Your Passion Wings on Fire (Advergaming) Wings on Fire (Advergaming) Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement The game reinforces Burn’s key value proposition of providing energy to win The game is also a tacit attack on competitor Red Bull that claims to give you ‘wings’.Upon hitting the demons successfully the message â€Å"Bullied! † pops up. High scorers of the game get free Burn merchandise. The game reinforces Burn’s key value proposition of providing energy to win The game is also a tacit attack on competitor Red Bull that claims to give you ‘wings’. Upon hitting the demons successfully the message â€Å"Bullied! † pops up. High scorers of the game get free Burn merchandise. Engagement Platform| Organizer| Audience| Cost| Mood Indigo| IIT Bombay| 60,000| Rs. 30,00,00| Malhar| Xaviers| 30,000| Rs. 1,50,000| Crossroads| SRCC| 50,000| Rs. 2,00,000|ArcharyaHabba| ArcharyaInstitue| 30,000| Rs. 1,00,000| Standard Chartered Marathon| Procam| 96,000| Rs. 8,00,000| SunBurn| Percept| 1,00,000| Rs. 10,00,000| Eristoff Invasion| Only Much Louder| 20,000| Rs. 4,00,000| Bartending Competition| Burn| 120| Rs. 2,00,000| Burn 365| Burn| 60,000| Rs. 1,50,000| www. burn. in| Burn| 40,000| Rs. 40,000| Wings on Fire| Zapak/Zynga| 30,000| Rs. 5,00,000| Total Impact| | 5,16,120| Rs. 38,40,000 ( Rs 7. 44 per person)| Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement Cost Implications Cost ImplicationsMeasurement Measurement * The Economic Times * Euromonitor * Business Standard * Marketing report by Teja Ande, Docstoc * Industry Estimates gathered from colleges and media buyers * Aaker, J. (1997). Dimensions of brand personality (p. 352) * The Economic Times * Euromonitor * Business Standard * Marketing report by Teja Ande, Docstoc * Industry Estimates gathered from colleges and media buyers * Aaker, J. (1997). Dimensions of brand personality (p. 352) References References Mission Market Message Media Money Measurement Mission Market Message Media Money Measurement

Wikileaks Case Study

Case Facts: †¢WikiLeaks is an international, online, self-proclaimed not-for-profit organisation that publishes submissions of undisclosed and secret information, news leaks, and highly classified media from anonymous sources and whistleblowers. †¢The head of the online organisation, which was founded in 2006, is Australian born, Julian Assange. †¢Its purpose is to provide whistleblowers with a domain to publish their case to the public and preserve their identity (Lennon 2010). †¢Exposes various government and privately owned organisations. First major act of exposure was the publication of Republican vice-presidential candidate Sarah Palin's emails by WikiLeaks (DeFraia 2012). †¢Another act of exposure released on its website showed a US military helicopter firing at a group of enemy suspects, which were in fact Iraqi civilians including children (DeFraia 2012). †¢Since the release of this video, WikiLeaks has publicly aired millions of confidential pu blications (WikiLeaks 2012). †¢WikiLeaks publishes war logs from Iraq: 400,000 confidential US documents on the Iraq war from 2004 to 2009 (DeFraia 2012). Interpol put Julian Assange on most-wanted list. Suspected of rape. As a result, Paypal cuts off WikiLeaks from using its services, thus ceasing donations (DeFraia 2012). DECISION MAKER: A decision maker by definition is someone who administers a business (Farlex 2012). In the case of WikiLeaks, according to the definition, this would be Julian Assange as he is the head of the WikiLeaks organisation. Ultimately it is Assange’s decision to release classified information to the general public through his website. ETHICAL ISSUES AND ASSUMPTIONS:The assumption that can be made in this case is that Julian Assange was always aiming to smear the reputation of certain organisations and expose classified information. His WikiLeaks website provided him with the medium to do this as it allowed people wanting to expose classified information to do so as an anonymous source. The controversy surrounding the WikiLeaks case, and discussion by the general public, centres on whether it is ethical to release private and confidential information to society. This is the main issue that the organisations that are being exposed are arguing as it is damaging to their reputation.Another issue is that from the perspective of the organisations that are hiding this confidential information. Should they be ethically bound to release all information that may affect the general public to society? In reality, WikiLeaks is acting unethically by invading people’s privacy in order to expose them, and is it really to the benefit of society? However, they argue that what they do is public disclosure whistleblowing, and they argue that the public has a right to know what its government is doing (Cox 2010). ETHICAL DILEMMA: The ethical dilemma in this case is found to be: To release classified information to the general publicO R Not to release classified information to the general public These two dilemmas have undesirable outcomes for the decision maker and all parties concerned. Releasing the information to the general public will cause continued criticism of WikiLeaks plus create a backlash for the organisations involved. To not release classified information to the general public could see organisations continue to get away with unethical acts. UTILITARIANISM: There are numerous parties who are directly and indirectly affected by both considered actions. These groups are: †¢Julian Assange †¢General public Informants releasing information to WikiLeaks (Whistleblowers) †¢Targeted organisations †¢Employees of targeted companies/organisations †¢WikiLeaks employees From a utilitarian framework point of view all of the above mentioned stakeholders need to be analysed on how the ethical dilemma will affect each of them. There will be positive and negative consequences for each of the parties, be it in the long term or short term. To release classified information to the general public †¢Julian Assange oReceive ongoing criticism and scrutiny from affected parties – short/long term oContinued support from whistleblowers – long term General public oWill continue to be informed about unethical practices by certain companies and organisations – long term oIncreased scepticism of large organisations and governments – long term †¢Whistleblowers oContinued support of WikiLeaks as a medium for publication of classified information – long term oEasy and anonymous alternative to traditional whistleblowing – short term †¢Targeted organisations oLoss of reputation because of the revelation of unethical practices – short/long term oMistrust from the public in the organisation because of unethical practices – short/long term oLoss of productivity – short/long term Employees of targeted organisations oAffected through downturn of productivity, which may result in them being made redundant/sacked – short/long term †¢WikiLeaks employees oRetain employment – long term Not to release classified information to the general public †¢Julian Assange oNo information to release – long term oCease in funding – long term oTermination of WikiLeaks as an organisation †¢General public oWon’t be made aware of unethical practices – long term †¢Whistleblowers oLose the medium to anonymously expose organisations partaking in unethical acts – long term †¢Targeted organisations Confidential information remains classified – long term oMaintain positive productivity – long term oReputation remains intact – long term †¢Employees of targeted organisations oWill maintain employment – long term †¢WikiLeaks employees oWill lose their jobs – long term Recommendation: When applying the utili tarianism framework to the ethical dilemma, the greatest good for the greatest number applies. In this case, the greatest good for the greatest number would be for WikiLeaks to release the classified information to the general public as they are the greatest number.This decision would negatively affect the organisations that are being exposed as well as their employees. Even though employees at these firms may subsequently lose their jobs because of the exposure of confidential information, the general public will be the greater benefactor as they will be made aware of the immoral actions of these organisations and thus be more cautious when it comes to interacting with them. Therefore I recommend the release of information to the general public. KANTIANISM: From a Kantian view point, the decision maker is obligated to act in the best interests of the general public as they are the main stakeholders.From the ethical dilemma, which is either to release classified information to the g eneral public or not to release classified information to the general public, two maxims are developed. In this case they are: To always be honest with the general public Or To never be honest with the general public Applying the Categorical Imperative: To always be honest with the general public The above maxim passes the universalisable test, as every organisation must always be honest with the general public, as then organisations will always be trusted and maintain a high standard of integrity.The maxim, to always be honest with the general public, also passes the Respect for Persons test, as the decision maker is being honest to the public and fulfilling his duty by respecting them as people. This maxim also passes the autonomy of rational beings assessment as it is not restricting their right to freedom of information. This action passes all the Categorical Imperative criteria, thus the maxim is ethical. To never be honest with the general public Again, using the universalisab le test, the second maxim does not pass.If every organisation is dishonest then this will lead to distrust of organisations concerned by the general public. As for the respect for persons test, this maxim also fails. As honesty is a sign of respect, then being dishonest to the general public is not respecting them as human beings. The last Categorical Imperative, autonomy of rational beings, also fails because the intent of the decision maker is to supply honest information to the general public, which in this case he would not do. Overall, this maxim fails in all three Categorical Imperative criteria, thus the action in unethical. Recommendation:From a Kantianism point of view, a maxim must pass all three Categorical Imperative tests in order for it to be declared ethical. In this case, the second maxim failed to pass all three tests and therefore cannot be judged ethical. However, the first maxim, to be honest with the general public, passed all three criteria and therefore can be determined as an ethical course of action for the decision maker. With regard to the case, the recommendation would be for WikiLeaks and Julian Assange to release classified information to the general public. RIGHTS ANALYSIS: The below rights are concerned with this ethical dilemma:Julian Assange †¢The negative right to freedom of speech, which obligates others not to take this right away from him. †¢The negative right to autonomy, which obligates other people to abstain from taking this right away from him. Informants releasing information to WikiLeaks (Whistleblowers) †¢The negative right to freedom of speech, which obligates others not to take this right away. †¢The negative right to autonomy, which obligates other people to abstain from denying this right. Targeted organisations †¢The negative right to confidentiality, which obligates others to refrain from denying them this right. The negative right to make decisions from a business perspective, which obligates others to resist from taking this away from them. †¢The negative right to autonomy, which obligates other people to abstain from denying this right. General public †¢The positive right to freedom of information, which obligates others not to deny them of this right. Clash: Under the rights framework, there is a clash between Julian Assange’s right to freedom of speech and the targeted organisation’s right to confidentiality. Recommendation: Due to the clash, it must be determined which right overrides the other.The targeted organisation’s right to confidentiality is deemed to be more important in the scheme of the situation in relation to Assange’s right to freedom of speech by releasing the information. As the information that the organisations are keeping confidential is often very sensitive, Assange must respect this right of these organisations. Therefore, it is recommended that the decision maker (Assange) not release the informat ion under the rights framework. CONFUCIAN ETHICS: Using this ethical framework, the ethical dilemma must be analysed against the relevant Confucian virtues. Ren:This virtue relates to humaneness with the goal of benefiting a workplace, community, sub-group or any relevant stakeholders. In relation to the case, Julian Assange can be seen to be acting humanely by informing the community of the wrongdoings of the organisations concerned. Yi: This virtue relates to righteousness or justice and involves doing what is ethically just in a certain situation, particularly from a business sense. In relation to the case, Assange is acting as a moral character by considering what is best for the general public and in turn acting justly and rightly by releasing the classified information to the public.Xin: This virtue relates to integrity and faithfulness. In relation to the case, Assange is acting with integrity by exposing wrongdoings to the general public and thus acting in adherence to moral and ethical principles. He is also displaying faithfulness to WikiLeaks followers as he continues to release information even though he is under scrutiny from various areas of society. Recommendation: In examining the case study against the relevant Confucian virtues it can be recommended that it would be appropriate for Julian Assange to release the information to the general public.In following the golden rule, do not do to others what you would not like done to yourself, I would not like important information kept from me. Therefore Assange is acting in accordance with this framework by releasing the information. FINAL RECOMMENDATION: In summary, after analysing the ethical dilemma against the four ethical frameworks, it can be concluded that the morally just course of action for the decision maker, Julian Assange, would be to release classified information to the general public. All four frameworks produced the same outcome through their different processes.From the organisatio ns’ viewpoint, they would like to keep the publications as classified as possible, however it is impossible for them to prevent parties who are aware of the information informing WikiLeaks of the wrongdoings. The act of supplying information to WikiLeaks is becoming increasingly popular because of the anonymous factor and is becoming a more favoured way of whistleblowing as there are no repercussions. A mitigation strategy for this case is not exactly clear cut. It’s hard for WikiLeaks to find an effective strategy that is as impactful and informative to the public.The strategy I have decided on is that Assange can inform the relevant authorities in a private manner if any organisations have demonstrated illegal activities, and only report on specific activities that are illegal. This will mean that the organisations that do have confidential information to protect will remain confidential. This strategy will also mean that the whistleblower will remain anonymous. This is a strategy similar to WikiLeaks, however it will mean that only the illegal actions are exposed and reported to the necessary authorities for them to announce to the general public. REFERENCES:Cox, T 2010, ‘Is WikiLeaks brave or unethical? ’, National Public Radio, 10 November 2010, viewed 21 September 2012. ; http://www. npr. org/2010/11/30/131699467/is-wikileaks-release-brave-or-unethical; DeFraia, D 2012, ‘WikiLeaks Timeline: key moments’, Global Post, 16 August 2012, viewed 21 September 2012. Farlex Inc 2012, Princeton University USA, viewed 22 September 2012. Lennon, R 2010, ‘Case Study of the WikiLeaks Whistleblower’, Dublin City University, viewed 21 September 2012. ; http://www. ruairi. info/ethics. pdf; WikiLeaks 2012, no source recorded, viewed 21 September 2012. ; http://wikileaks. org/;