The Marketing Strategies In The Toyota Company Essay Example for Free

The Marketing Strategies In The Toyota Company Essay Toyota Company for the past many years have been known for its quality products and reliability. But the very creativity of Toyota in its businesses and projects which touches every aspect of life was hardly seen by the people. It is when the company tried to create an image for themselves showcasing their eco-friendly activities like participation in motor sports and also practiced corporate philanthropic acts. Toyota managed to develop great principles and philosophies which helped in the manufacturing of the various exclusive models of the Toyota Production System. Toyota’s success of the tools and the technologies is due to the following 4 P’s model which they follow very rigidly. Philosophy à   The company philosophy states that they have to drive the market by satisfying the stakeholders of the company who are customers, society at large, community and its associates. Process à   Following the right kind of process will yield better results in the short term and long term improvement process. People and Partners à   More skilled and confident people who have the zeal to learn and grow in the company help and value the organization success. Problem Solving à   Organizational learning and experiences take place only if there is a control mechanism for solving the problems and the issues. Continuous improvement is still a better option which has been opted for. Toyota designs its strategies based on the concept of breaking down the jobs to develop specific work assignments which would be provided to the respective audience who will have the effectiveness in performing the task. Training processes needs to be sharpened by Toyota to meet up to its expectations. Toyota believes in developing the people by its rigorous and continuous problem solving mechanism which is in place. Toyota since 2003 has been considered as the world’s second carmaker lagging behind GMC. With the attractive designs in its technology, Toyota has been regarded as the best among the auto consumers across the globe. It has made the reputation and brand not only for its attractive designs in the vehicles but because of its affordable prices, branding process and the marketing techniques that have been followed. It has been successful in being different from other automakers because of the differential pricing mechanism. The segmentation and the targeting measures have been streamlined in way that each customer’s needs and wants have been effectively satisfied. Toyota uses a strong definition to describe its business entity by marketing its business line as being fuel efficient, environmentally friendly and having better quality products and also it marketed as being a funny and entertaining in terms of its promotional campaigns. Although Toyota gained enough revenue because of this unique selling proposition, still the masses considered it as only a fun company. Hence it decided to start up a new brand named Lexus targeting the luxury car market which it thought of marketing as a separate company with no relation to Toyota. This project was successful because of it better customer support services and a strong distribution network. Despite all the innovativeness shown, Toyota faced a crunch and a problem in their Demographic segmentation with reference to the age factor. It targeted an average age to be 47 as compared to the industry average to be 45 and hence choose to design a marketing campaign for the youth segment to influence them in buying Toyota products. Thus it started manufacturing and designing sports utility and youthful models to target the younger youth segment. To make this youth project a success it promoted its products on youth oriented media like MTV, sports channels; highlighting its brand philosophy on the websites in a flamboyant and a loud manner and by sponsoring various live programs. They were so practical and disciplined in their marketing tactics that they followed the concept of no negotiation in their prices and also providing no pressure on the customers to force their buying there by encouraging vehicle customization for its customers to enforce their purchase decision. The success of Toyota is regarded for its ability to identify the newer growth opportunities thereby achieving greater market development and product development thus capturing them in a timely phased manner. It also concentrated on downsizing wherever required so as to minimize on the resources which did not produce results. The unique characteristics of Toyota’s marketing strategies is that it has kept aside the traditional marketing tactics like surveys or focus groups or case studies but has adopted techniques like participating in parties, clubs, art galleries :thus helping in creating a balanced rapport with the youth. Toyota felt that the marketers shouldn’t use marketing gimmicks to attract the customers but to devise strategies which convey the messages in a straightforward, authentic and undemanding manner. Publicizing their product range in music CDs was another plus point for the company. Websites were the point of grievance handling and a focal point for providing feedback and suggestions in an interactive manner. Toyota thus has created a niche for themselves because of its economies of scale, global brand name and highly equipped and skilled engineers, all of which have been contributed in the best manner to showcase the company positively. References: Cina, M. (2002). â€Å"Toyota Uses Unique Marketing Strategy For Scion.† Retrieved on April 4, 2008, from Popular Mechanics Web site: http://www.popularmechanics.com/automotive/new_cars/1270196.html Liker, J. Et al (2005). â€Å"The Toyota Way Fieldbook† 1st Ed, New York: McGraw Hill. Wittens, S. Et al (2006). â€Å"Toyota: Developing Strategies for Growth† Retrieved on April 4, 2008, from Life in Motion Web site: http://lifeinmotion.wordpress.com/2006/12/23/%E2%80%9Ctoyota-developing-strategies-for-growth%E2%80%9D/

Report on end-of-life care provision

Report on end-of-life care provision Task: Think of a service/programme, which you believe could improve the quality of end-of-life care provision and write a report to management, in an attempt to persuade them to implement this service/programme. This report should include a description of the service, the rationale for its implementation and the perceived challenges. It would also be beneficial to show an awareness of any possible limitations of this service/programme and measures to minimize these. To the management, A way to improve the end-of-life care within our health care system would be by implementing the Gold Standards Framework. This framework was developed in 2000 by Dr Keri Thomas; a general practioner with a special interest in Palliative Care. I am writing in order to ask for the implementation of the Gold Standard Framework within our hospitals. The main purpose of this Gold Standard Framework is to provide training to us healthcare professionals and staff in order to enable â€Å"a gold standard of care for all people in the last years of life†. This is a systematic, evidence based way in optimizing patient care nearing end of life provided by healthcare professionals and healthcare workers. One must also state that according to the Department of Healths End of life Care Strategy (2008) they state that all organisations providing end of life care are expected to adopt a coordinated process such as the Gold Standards Framework. This framework also improves the coordination of care between nurses and members of the multi-disciplinary team. This framework focuses on seven key tasks mainly; communication, co-ordination, control of symptoms, continuity, continued learning, carer support and care of the dying. In order for this framework to be implemented successfully one must also evaluate current practice and identify the changes required. One must also identify the eligible patients undergoing palliative care and are at an end of life stage. Health care team meetings must also be organized within the multidisciplinary team. The Gold Standard Framework also aims at identifying and assessing symptoms at an earlier stage. This could be a possible limitation as it might not always be possible to anticipate which patients are during their last year of life. This could be easily tackled by using the prognostic screening tool provided with the Gold Standard Framework and with the help of monthly multi-disciplinary t eam meetings. Callaghan, Laking, Frey, Robinson Gott (2014) identified in their cross sectional study that the prognostic tools assist in identifying patients at an early stage whom would benefit from the Gold Standard Framework . This is a result of monthly discussions that would take place within the multidisciplinary team. Early identification allows enough time for healthcare professionals to determine patients wishes and prepare the patient and the relatives. The healthcare workers would also have enough time to adequately refer these patients accordingly such as palliative care services when needed. In their study conducted results showed the screening guides used would be the first step in implementing and identifying means by which we address patients’ needs. The authors also add that by these prognostic tools one will be able to also identify future anticipated patients whom would benefit from these services. Patients at an end-of-life stage have acknowledged five main goals for improved quality of care; to avoid prolonging dying, reduce the pressure on their families, to maintain relationships with relatives and loved ones and adequate pain and symptom management. Death and dying is a natural process of life but nowadays it is being seen as something to fear. Due to medical and technological advancements these have aided in prolonging life, which has urged many families to delay death and dying of their loved ones. This is a result of families wanting to spend time with their loved ones, this may also result in a far more traumatic event as false hope may be portrayed that life can be maintained. Technological advancements have made it more difficult for the persons implicated. However patients wishes and the caregivers wishes may not always be the same, therefore the implementation of the Gold Standard Framework will aide in supporting family members. Through early identification of the se patients, their wishes and goals would be planned into action and communicated with caregivers. Furthermore this framework will allow patients within the community to die where they would wish. This would make the experience less traumatic for family members as they would have been prepared and reduce the risk of creating false hope. The Gold Standard Framework provides quality improvement training and programmes to healthcare professionals in order to be able to provide gold standard care. This framework also provides tools and measures for support to healthcare professionals; the framework aims to provide on-going assessment to patients, good communication, the ability to improve quality of life and dying with dignity. It is known that a number of admissions to the acute hospital are due to dying patients, with the gold standard model this number is reduced with the help of earlier identification of these patients which would result in reduced hospital admissions. Patients would be identified at an earlier stage and the appropriate care and support would be provided to the patients and family, furthermore these patients would be followed up by community care services as part of the Gold Standard Framework. This framework will also aim to improve the coordination of care by providing better communication and cross-boundary care. As a result of successful completion and implementation of the gold standard model one would also perceive improved skills provided by healthcare professionals and improved confidence in providing care. This would also generate a better improved patient satisfaction throughout. Furthermore the Gold Standard Framework will reduce hospitalization and therefore reduce the cost associated. The Gold Standards Framework would also enable patients to feel secure and supported by planning care ahead. Family and patients would also feel empowered through the increase in communication and through working together with the patient. Support would be provided through the process, healthcare workers would be able to refer patients accordingly to community care services such as respite care, provisions of equipment and practical assistance. Relatives would also be followed thr ough bereavement support, one would have to plan ahead and form a protocol in dealing with relatives and helping them through the bereavement process. This is also stated by Payne (1999) where it is outlined that meeting carers’ needs would be an essential part, providing information, practical help and emotional support would result in a better patient outcome. I believe that with the implementation of this framework one would perceive some challenges and limitations but these can be identified at an early stage. One might find resistance from healthcare professionals to attend the training and meetings required in order to attain the Gold Standard Framework but these can be eliminated as there are various pathways in which one can receive the training. This could be easily negotiated between staff members in order to find the adequate time and place for training and multi-disciplinary meetings. Challenges that might also be associated with this framework may be the increased workload associated with this framework, as a result adequate support services are to be provided. It would also be vital to divide administrative work between co-workers; as a result this would also encourage their participation in professional development activities and within the framework itself. Furthermore the framework should be adjusted to our local services an d requirements; as a result improvements should be done accordingly. The patients informal carers must also be included within this framework, it is vital that they as well are taught and informed. Patients informal carers should also be empowered and assisted at home by Hospice services and community care nurses. These carers must also be trained and educated in what they should expect when their loved ones are dying and what they can do in order to allow the patients to die with dignity. The Gold Standard Framework also allows Advanced Care Planning which also allows the patients to inform care givers what is important to them, their spiritual needs or something they might need to do in order to allow and enable them to die with dignity. Implementing this framework will ensure the best possible care in the final days by anticipating the patients needs and providing the support and coping mechanisms required by the family. As a healthcare professional, the care of a dying patient is never easy and always proves as a challenging experience to all parties involved. However, implementation of the Gold Standard Framework aims at providing the best possible care to all individuals involved within the death of a dying patient. This framework will improve the quality of end-of-life care provided within our community and aiding other services presently provided by Hospice and MMDNA. Furthermore the successful implementation of this framework will also improve outcomes for our patients.

Jonathan Swifts Gullivers Travels - Attitudes and Perceptions of Societies :: Gullivers Travels Essays

Attitudes and Perceptions of Societies in Gulliver's Travels    By the end of Book II in Gulliver's Travels, it is very clear that the character of Gulliver is not the same man who wrote the letter in the beginning of the story.   In fact, he is not the same man he was in Book I.   From the onset of Gulliver's Travels, Swift creates for us a seemingly competent character and narrator in Gulliver.   In his account we learn how his adventures have changed him and his perception of people, for the central theme of this story is how human nature and reason reflect society. Throughout the novel, the character, Gulliver changes his attitudes and his perceptions of people because of the different attitudes and perceptions of the different societies of Lilliput and Brobdingnag.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚   On the whole, Gulliver is a very frustrating character to deal with for a number of reasons.   For example, he's not steady; this unsteadiness as a narrator leads us to question the validity of what Gulliver tells us.   This means that we have to be on our guard against what he says, and even though he's our guide, we can't follow him everywhere, which is just what Swift wanted.   Gulliver makes many apologies for himself and his actions and puts us the reader emotionally involved in the story.   Gulliver seems to direct a good deal of hostility toward us, creating a tinge of hostility back at him.   Ultimately, Gulliver works as a narrator because we can relate to him and as a result find him engaging.   We too can jump from emotion to emotion, but in the long run, Swift is not attempting to create an Everyman.   This Gulliver is not, by any means a wholly allegorical character, but as much an individual as the next person.   In certain ways, Gul liver proves to be more resilient than the average man is by managing to survive the disastrous shipwrecks and people so foreign they might as well be aliens.   Still in other ways Gulliver is a naà ¯ve person, bereft of decency and consideration.   Ã‚  Ã‚  Ã‚  Ã‚   Gulliver is an entirely credible and probable person at the same time that he is precisely the person to be the instrument for Swift's satire.   In his incredible circumstances, Gulliver shows himself to be very resourceful and observant of his surroundings.   With that he changes in relation to the places he visits and the events that befall him as he voyages.

Delaying Childbearing: Why it is Important to Have Children While in Co

Like many other women, I was raised in a family that repetitively told me that I needed to finish school before thinking about getting married, and definitely before having kids. This made sense when I became an adult, why not put all my focus into my schooling. Yet, for me that would mean that I would be in my early thirties when I finished school. This has become the norm for women to marry and have children in there 30s, then in years past, where they were in their early to mid-twenties. After completing my first bachelor’s degree, I got engaged; I was in a perfect place, and I was not going to hold off just so I could finish school. Now that I have been married for two years, successfully working and going to school, starting a family is important to me. If I were to follow what my parents told me, from this day, I would still have to wait 4-5 more years to finish school, and then start that family. Even though having kids in college could keep your from completing a degr ee, you should have children in college because delaying childbearing could affect fertility and the likelihood of pregnancy complications. College is perceived as a time for young adults to have fun, and having children before or during college would provide an obstacle of completing a college education. Four million college students have children, which is roughly 25 percent of all enrolled college students (Nelson, Froehner, and Gault 1). Although this is a large number, many students would prefer to focus on themselves. Today women face the dilemma of if they even would want to have children. Focuses on getting a degree, and starting a career is ever so important for many women to create their lives on. Waiting until you are settled in your career puts ... ...n in school has many problems, as well as advantages. First, the obvious reason is that having kids in college is a financial burden, along with the stresses of maintaining family life with college life. Secondly, many students that do have children while in school, unfortunately, do not finish their degree. Works Cited Balasch, Juan, and Eduard Gratacà ³s. "Delayed Childbearing: Effects On Fertility And The Outcome Of Pregnancy." Fetal Diagnosis & Therapy 29.4 (2011): 263-273. EBSCO MegaFILE. Web. 20 Apr. 2014. Cnattingius, Sven, et al. "Delayed childbearing and risk of adverse perinatal outcome: a population-based study." Jama 268.7 (1992): 886-890. Nelson, Bethany, Meghan Froehner, and Barbara Gault. College Students with Children Are Common and Face Many Challenges in Completing Higher Education. Mar: Institute For Women's Policy Research, Mar. 2013. PDF.

Abortion in Hemingways Hills Like White Elephants Essay -- Hills Like

Abortion in Hemingway's Hills Like White Elephants The story "Hills Like White Elephants" is a conversation between a young woman `Jig' and an American man waiting for a train at a station in Spain. The author never names the topic of their discussion but as their dialogue progresses; it becomes evident that Jig is pregnant. The man wants Jig to abort the unborn child but she is unconvinced and wants to become a mother. Hemingway has brilliantly written the story's dialogue which "captures the feel of a private conversation while at the same time communicating the necessary narrative background" (O'Brien 19). At the end of the story, it is unclear as to what decision has been made; however, Hemingway gives the reader several clues regarding what Jig feels, and what she wants to do. Jig's private thoughts are illuminated by Hemingway's description of the setting, the character, and the conflict. Stanley Renner suggests that, as a result of the couple's discussion, "Jig has become able to make a more clear-sighted estimation, and perha ps a better choice, of men" Wyche(59). The couple's inability to communicate effectively their true thoughts and emotions makes their dialogue very appealing. The story examines the gender differences and miscommunications as they influence the decision whether to abort the unborn child or not (Smiley). In his book on Hemingway, published in 1999, Carl P. Eby points out that "[f]or the past two decades, Hemingway criticism has been dominated by a reconsideration of the role of gender in his work" (Bauer 125). Hemingway's characters in the story represent the stereotypical male and female in the real world, to some extent. The American is the typical masculine, testosterone-crazed male who just ... ...s'. The Hemingway Review, 22 (1) (Fall 2002): 56-71. EBSCOhost. Renner, Stanley "Moving to the Girl's Side of `Hills Like White Elephants'." The Hemingway Review, 15 (1) (Fall 1995): 27-41. As Rpt. in Wyche, David "Letting the Air into a Relationship: Metaphorical Abortion in `Hills Like White Elephants'. The Hemingway Review, 22 (1) (Fall 2002): 56-71. EBSCOhost. Eby, Carl P. "Hemingway's Fetishism: Psychoanalysis and the Mirror of Manhood. Albany: State University of New York Press. As Rpt. in Bauer, Margaret D. "Forget the Legend and Read the Work: Teaching Two Stories by Ernest Hemingway. College Literature, 30 (3) (Summer 2003): 124-37. EBSCOhost. Burroway, Janet. Writing Fiction: A Guide to Narrative Craft. 6th ed. New York: Longman, 2003. As Rpt. in Rankin, Paul "Hemingway's `Hills Like White Elephants'." Explicator, 63 (4) (Summer 2005): 234-37.

Music for survival or a luxury

Is music a luxury, or a necessity for humans? Even though we can live with out it, unlike food and water, I do believe music is a necessity. Even in countries where food and water are scarce, they will still find a way to make music. Some luxuries are necessary to live a peaceful life, music being one of them. So, with that being said, music not only helps us through the tough times, but also keeps us alive. Music Is like glue. It lets us keep our sanity. Music relates to us, thus letting us know, â€Å"Hey, you're not the only one going through this. Also, I'll bet my life that each and every one of o listens to music at least once a day. Weather It's on TV, or on the radio when you go to work, or even if you heat a street performer In a park, you've all heard music. If you haven't, then probably deaf. Music surrounds us, no matter what. Plus, music Is not only good for your health, It's good for your soul. For some people, music Is a distraction, but others, It helps them work, ex ercise, and even helps then remember easier. I know It dose for me. So many people suffer from depression across America, and across the world.An estimated 9. 2 million people suffer from depression. But, most of them seek out music that relates to them, makes them feel loved, or even just music in general. Music is their life, they live for music. And in some cases, music keeps them living. With out music, where would they be? But, this doesn't mean, â€Å"Unless your depressed, then you don't need music. † We all need music sometimes. Weather you're sad that your boyfriend/girlfriend broke up with you, or you got in a fight with your best friend, or you could Just be having a bad day.Music will always be there, waiting for you. Who doesn't Just want to curl up with a blanket and listen too loyalist of music you made when you're sad, maybe even bring your favorite book with you. Or, you're Just so happy, and you Just want to dance, you're most likely to put on a really good song, a Just dance till you can't. â€Å"Music expresses that witch cannot be said and on which it is impossible to be silent† – Victor Hugo Music is everywhere. It's on the TV we watch, on the streets we walk on, in the cars we drive, one could even say it's practically in the air we breath.No matter where you go, there's bound to be music. You might not be able to understand it, but it's still there. It's always has been, and always will be. In my life, personally, I listen to music for a good six hours per day. From the time my alarm goes off, to when my mom makes my take out my eat buds to go to bed. With out It, I don't know where I'd be. Music also brings people together. Whether It's at a concert, or someone Likes the same band as you. Music brings us closer then anything else on earth, expect love.I'd would have missed out on so many opportunities If It wasn't for music. To be honest, I met most of my friends thanks to music. Music brings us together, It's a fa ct. Some people consider music as a luxury though. Usually a luxury Is something that Is afforded my one group or person, but not by another, poorer group or person. But, that doesn't apply to music, as it is enjoyed across the entire planter, regardless of would want to? There is something special about music. It Just makes everything better. Music, at it's best moments, is a most miraculous expression of humanity.That's why I love it. For most people, music is a distraction. But for others, like myself, it actually helps them work. Music stimulates certain parts of the brain. When you're writhing an easy about, let's say, world hunger, you might want to listen to some music that you consider â€Å"emotional† while you write. By doing this, you could be more likely to be able to put more feeling into your easy. Also, collage students often listen to music while they study. That way, when you take the test, and the song pops up in your head, you'll remember what you learned.I f you listen to up-beat music while you exercise, it raises your heart beat, and making you work header. Up-beat music will also help you not fall asleep. Another good use for music is, when you hear a certain song, it might remind you of something. Like, the song that was playing when you had your first kiss. Or maybe you hear a song that was popular back when you were in gig school. Music works in strange ways. Music has the ability to make a person feel emotions, of course, we already knew that.The thing is though, one song could make a person feel so happy, and the person next to them could be in tears because of that song. It's weird how music has such an impact on our lives, and we hardly notice it. The same song you think sucks so much, could be the one thing that is keeping a person alive. Or maybe, that person could be you, who knows. But what we do know is this. The first written form of music can be traced all the way back to 600 AD, and can still be found and heard today all cross the world.If we didn't need music to survive, then why has it been around so long? Think about it. When the first song was sung, and the first instruments were played, who was there? Our ancestors were there, and I bet they were cheering on, and dancing, having a good old time. Enjoying life as if it would never end. Those first people past on their experiences on from generation to generation, and pretty soon, every one loved music. They couldn't get enough of it. It would be crime to take that away form us. Music is our history, music is our life. With out it, what are we?

Race and Gender Schemas Essay

A person’s gender schema affects how they treat all other people regardless of age, race, or social position; because we assume that everyone fits into one of two categories: male or female. There are other cultures that do not have a binary gender schema, and allow people to occupy a â€Å"third position† combining traits that Americans would see as male or female. It is unfortunate that gender schemas are so restrictive and create expectations and judgments about people’s authentic selves that can damage the psyche (Valian, 208). As a way to navigate the social world, gender schemas can be important, but like schemas for race and social class, they can reinforce hierarchies that restrict a large part of the population. Below, I will talk about my own gender schema, how I view the gender schema of my society, and how it could be changed to better As media becomes an ever more powerful force in shaping the world’s perception of itself, an individual’s struggle to maintain a unique identity and self-understanding apart from media influence becomes increasingly difficult. Damaging to the idea of the self are the racial, gendered, and class-based stereotypes (always artificial and frequently physically, fiscally, and emotionally unattainable), which are broadly perpetuated and, because of their persistence, are apparently not broadly questioned. The prevalence and power of gender (especially female) stereotypes in the media are addressed in this p My own gender schema has changed radically from when I was younger. I can remember asking my mother â€Å"is that a boy or a girl? about a person whom my mother identified as a woman, but who had a very square, angular face with large eyes. Later, I learned to incorporate larger scale features (curvy hips or breasts; large shoulder-to-waist ratio) into my schema. Although I was raised as a girl and have always looked female (if not always perfectly feminine), I don’t always â€Å"act like a girl† – I am somewhat aggressive when playing sports, I’m not shy about asking questions, and I’m sometimes stoic about my emotions. This reflects my gender schema for males: â€Å"typical men† are aggressive in sports, readily ask questions, and do not express emotions. By contrast, â€Å"typical females† in my gender schema are concerned with their appearance, are not aggressive on the playing field, tend to be shy if they ask questions, usually assume that they are not in a position of authority, and express their emotions freely. My schematic representation of male and female physical features has relaxed slightly since childhood; plenty of the women I was with in high school were more angular than curvy. Even though I grew up in a fairly enlightened part of the world, men and women still used nonconformity to gender stereotypes/schemas to insult each other across group lines (women insulting men for being too female-like; men insulting women for being too male-like). Also, I was more cautious of people who did not fit my gender schema, because these schemas predict behavioral and cognitive tendencies, however unreliably. Although our society has changed significantly even in the past 30 years, gender schemas themselves are still very restrictive. It may be the case that fathers have increased their contribution to childrearing time so little because the gender schema for males still dictates that a man spend the best hours of his day at his job (TenenbaumLeaper, 616). Women are expected to conform to people’s gender schemas by liking children and being caring, sympathetic people – all qualities of good mothers. However, it is never clear that every woman you meet wants to be, or is even capable of being, a mother. Many people still retain a gender schema that does not allow for women in positions of power in the workplace. The industrialized nations’ gender schemas â€Å"support a sexist society by propagating an ideology of an innate and entirely pervasive, sex determined social structure† (Devor, 147). This is as bad for men as it is for women. For every woman passed over for promotion at work because their boss’s gender schema classifies them as a â€Å"mothering type,† unsuited for the fast-paced world of their chosen industry, there is probably a man in a high-pressure job that would like to ask for paternity leave, but doesn’t want to be belittled by â€Å"the guys. From my perspective as a woman, and as someone who has felt pressure to conform to a feminine gender schema, it seems like women get a worse deal if everyone uses the male/female gender schema in which typically-feminine behavior includes letting other people have their way, assuming you are not in a position of authority, and paying more attention to your appearance than your skill set. For gender schemas to change in society at large, gender schemas must change for children. The best way to do this is by exposing children to gender-atypical men and women in an accepting way, expanding children’s gender schemas and symbolically making it acceptable for men and women to be as â€Å"masculine† or â€Å"feminine† as they feel like. Another way to take the claws out of the American gender schema would be to legitimize between-gender roles, either by working towards acceptance of transgendered and transsexual populations or by studying the gender schemas of other cultures as a way to shift our own prejudices about what constitutes â€Å"maleness† and â€Å"femaleness. Shifting our gender schemas will allow people’s inherent strengths and weaknesses, rather than their adherence to stereotypes, to be the most important determinant of how we treat others. Heightened public awareness of both the existence of and potential damage caused by these stereotypes is essential if they are to be eliminated. Frequently, though, they are d ifficult to combat and even to identify because of the ways in which they are presented. Overwhelming amounts of time and energy are devoted to uplifting a small, specially selected portion of the population as models of physical perfection. These individuals are, predominantly, television and movie celebrities, fashion models, and sports figures. The glamorous ways in which these occupations are portrayed by the media are seemingly impossible to separate from the physical appearance of the people who hold them. The glamour that surrounds the media presentation of the lives and careers of these individuals extends, not surprisingly, to the clothes that they wear and the way that they look. In fact, so much attention is given to celebrity appearances that entire television programs are devoted to little else but visual exploitation of celebrity clothing and their tangible products of their latest fad workouts. The media presentation of the celebrity body has a single unifying thread, regardless of the specific job title of a given celebrity. Celebrity bodies are desired, both subjectively and objectively. The media, without question, shapes this public response. It can be argued (and has been, on many occasions) that, because the media portrays celebrities’ bodies as attractive, desirable, and â€Å"good,† they become national symbols of these characteristics. Conversely, bodies that do not meet this lofty goal frequently are, consciously or unconsciously, regarded as â€Å"bad† or ugly. Consider the most recent (and extremely popular) advertising tack used by Subway, the national fast food sandwich chain. Jared,† the protagonist of the recent slew of television commercials, allegedly lost hundreds of pounds while on a diet consisting primarily of the chain’s fare. Jared’s â€Å"before† pictures show him considerably larger than his current size, but they also show him alone, with no friends or family. In stark contrast, however, his â€Å"after† action shots consistently show him not only thinner, but also constantly in the presence of a beautiful woman, presumably his significant other. The advertising message is clear: fat=bad, ugly, unhappy and alone, thin=happy and with attractive partner. Through these commercials, Jared has assumed celebrity status, solely on the basis that his body has changed to approximate more closely the current standard of attractiveness. Sadly, though, there is a severe disconnect between the male and female body types lauded in the media and those of the public at large. A shockingly small minority of the population has the genetic dispensation to match with what the media purports to be attractive. For women, â€Å"desirable† physical characteristics (as they are portrayed in the media) include being thin, long-legged, slim-hipped, and large-breasted. The media-portrayed â€Å"desirable† physical characteristics for men include being muscular and possessing a full head of hair. Some characteristics are portrayed as desirable in both sexes, such as being tall, fit, athletic, young, and light-skinned. In the gap between what is implicitly beautiful in the eyes of the media and the physical reality of the popular majority flourishes a market of â€Å"self-improvement† products and services, ranging from hair dye and makeup to tanning salons, dieting, and plastic surgery. It seems as though nearly everyone, at some point in his or her life attempts to alter him- or herself in a physical way, in order to conform more closely to the marketed â€Å"norm† of attractiveness and desirability. Television, magazines, and newspapers are filled with advertisements promoting self-loathing, while offering â€Å"miracle,† body-altering â€Å"cures. † The body that does not conform to a sexy, sleek stereotype becomes a thing to be hated, improved upon, and generally tortured into submission. A portion of the damage caused by such a mentality is quantifiable, though observation of the huge profits accumulated yearly by various diet programs and plastic surgeons. The harm of this presentation of the human body can also be seen in our current societal epidemic of disordered eating, including anorexia, bulimia, over-exercising, excessive dieting, and over-anxiety over food. While the population subset living with and recovering from disordered eating is still predominately composed of women, the number of men with disordered and dangerous eating habits is on the rise. In addition to physical damage, intangible psychological harm results from body image problems to which the media contributes daily. When men and women are faced with the implication that their bodies, if they fail to conform to an impossibly stringent set of standards, are unattractive, unhealthy, and unlovable, they begin to lose confidence in themselves. The perception that a single, narrow range of body types is acceptable and healthy for men and women is not only in error, but contributes to widespread social discontent. Instead of celebrating the diversity and beauty of the human form, the media stifles our desire to feel comfortable with ourselves in an attempt to fool us into supporting a billion dollar self improvement market, from which the media garners tremendous financial benefits. In addition to (and perhaps more devastating than) the physical and emotional damage caused by the current media-driven obsession with achieving an arbitrary physical â€Å"perfection,† our society faces losing serious social perspective. As it is currently used in the media, the body is stripped of its uniqueness and forced into frustratingly narrow constraints: good/bad and attractive/unattractive. Little or no public attention is given to the countless other factors around which a person’s identity is structured: kindness, generosity, honesty, friendliness, work ethics, personal motivation, intelligence, and spirituality. By focusing too intensely on the physical, our society risks losing sight of the fuller sense of what people are, and what makes us truly beautiful. My LAP is going to talk about a personal experience that I have encountered with a family member. I have a brother who fits the schemas that we have spoke about in class. I feel that my brother has been dealing with identity issues for a long time since his childhood. How do you deal with being something that you don’t feel you are? Being in this class has me see that everything is not black and white. Schemas are just a stereo type and everyone that may be something does not always seem to be the case. Sometimes there are many reasons that people feel that they are a part of a schema it can be caught up in how people act. Many things on TV make people want to try things like being attracted to the same sex. But sometimes it can be what is going on in your environment. Sometimes I feel that I am a part of a schema I am one of the only black females at my job that is around wide variety of Reform Jews and to me I feel sometimes that I am not suppose to be there but I hold my head up high and keep my enthusiasm very high. So schemas are every day and it just does not have to be about sexuality.