Fast Food Marketing for Children

Fast Food Marketing for Children INTRODUCTION Overview and Background of the Topic Fast food came around after the after the Second World War and has come a long way since then. In the past it was a mere convenience provider and time saver, the easiest and fastest way to fill appetites, as the name suggests. It has now evolved into a premium luxury item. It is now very popular amongst all ages of people, especially children. Fast food Marketing is a necessity for Fast Food brands these days. Fast Food despite being a treat to the taste buds is hazardous to health and comes bearing a plethora of ailments. Therefore, it must essentially be advertised and marketed in order for businesses to make sales and be profitable. Fast food sales are increasing at a rapid pace mainly due to effective marketing strategy. Edwin Land rightfully said  Marketing is what you do when your product is no good which holds true in this case. Marketing camouflages the dangerous truth and sways the consumer into thinking that the temporary taste is worth more than the life-long disease. Marketers hence must undergo the pain of coming up with a successful marketing campaign using the various advertising methods to manipulate customers because this very art of creating an artificial need out of a want or a desire is what fast food marketers like Coca Cola do, for e.g. Food is askin for Coca-Cola, a thousand calories are finge r-lickin good by Kentucky Fried Chicken and the mounds of cheese that come with Im lovin it by McDonalds. Children are a very lucrative market for fast food brands because they are young and impressionable. Children are easier to target as they see color and sound and are wooed. This study will examine the various Fast Food Marketing Methods used; both above the line and below the line and explore their various impacts on childrens consumption of fast food. Importance of the Study Fast Food originated from the West particularly the U.S and spread throughout the world until it became a craze. It gained popularity in the East rapidly due to the ease of communication globally.  Ãƒâ€šÃ‚  The success of Fast Food chains relies heavily on their marketing and thus they vest everything in it. The scarce information that there is available suggests that children form a large proportion of the fast food target market and a major reason for their families consuming fast food too. Also as John Scully says, no great marketing decisions have ever been made on qualitative data, thus in order to aid fast food chains this substantially quantitative research must be conducted. A few examples of the marketing methods used are television commercials, billboards, print ads like posters, banners, flyers and standees, internet ads via websites, blogs and social forums and radio ads. The topic has a lot of scope considering the number of fast food chains that exist in todays t ime and the fact that more and more keep opening every day. Fast Food is an immensely successful business in Pakistan where majority comprises of foodies. Therefore the study has relevance to Pakistan as Fast Food businesses continuously use a variety of marketing strategies and advertising campaigns to sell their products and services and reap more profits. Research Question Very few people have endeavored to undertake such a research. However in order to under why marketing of fast food has the impact that it has on children and how fast food chains can take advantage of it, this topic needs to be addressed. Therefore the study aims to answer the following Research Question: What is the most effective fast food marketing method catered to children? LITERATURE REVIEW The literature review will set the context for and inform the study by examining previous research on this topic. The aim of the literature review is to evaluate the existing literature on the importance of fast food marketing to children in order to do an analysis of the advertisements being used to fulfill the purpose. Fran Lowry (2010) in a study for the assessment of total annual exposure to food advertising for 2003, 2004, 2005 and 2007, television ratings data from Nielsen Media Research were used. Three different age groups of children were assessed using the data, i.e. 2 to 5 years, 6 to 11 years, and 12 to 17 years. Exposure to advertisements for beverages, sweets and fast food restaurants was also examined. In 2003, it was found that children aged 2 to 5 years, 6 to 11 years and 12 to 17 years were exposed to 13.3, 13.6 and 13.1 food advertisements per day on the average respectively. In all three age groups the exposure to beverage advertisements underwent a decrease from 27% to 30% with a lump sum fall in advertisements of sugar-sweetened beverages like fruit drinks and regular soft-drinks. Fast food advertisements most frequently targeted to all ages of children and seen most by children of 6 to 11 years were those of McDonalds. This showed targeted branding according to the authors. Bur ger King similarly also targeted mostly the 6- to 11-year-olds. Exposure to advertisements for Subway, Taco Bell, and KFC also rose among 2- to 5-year-olds and 6- to 11-year-olds, but advertisements seen by children in these age groups continued to be dominated by McDonalds and Burger King, according to the authors. The study also found that black children in all age groups in 2003, 2005, and 2007, saw more food advertisements per day when compared to white children. Also, the racial gap in exposure to food advertising grew between 2003 and 2007, particularly for fast food advertisements. By 2007, black children aged 2 to 5, 6 to 11, and 12 to 17 years saw 1.5, 1.4, and 1.6 times as many food advertisements per day, respectively, compared with white children of these ages and they also had more than double the rate of increase in exposure to fast food advertisements. According to the study, exposure to television advertisements for fast food among children increased by as much as 20 .4% between 2003 and 2007, whereas advertisements for beverages and sweets declined, The results of the study was that many positive changes have occurred in childrens exposure to food advertising, consistent checking of this exposure as well as the nutritional analysis is required to further appraise self-regulatory pledges. Lisa Powell (2006 ) and her colleagues from the University of Illinois in Chicago write that there has been a rising trend in total energy intake derived from away-from-home, specifically fast food, outlets and also that excess fat and sugar intake and consumption of items such as sugar-sweetened beverages and fast food have been linked with higher energy intake and obesity. Television is a major advertising medium to reach children, and there is strong evidence that television advertising influences childrens dietary intake. Jennifer L. Harris et al. (2010) in the study answered the research question: Do these actions have a positive impact? Or, does the sheer volume of fast food marketing eclipse any of these industry initiatives? They base their analysis on the twelve restaurants; McDonalds, Burger King, Wendys, Taco Bell, Subway, Pizza Hut, KFC, Dominos, Dairy Queen, Dunkin Donuts, Starbucks and So nic.They assess the marketing practices and strategies of all these and compare it with the industry in totality. The methods included analyzing the nutritional quality of restaurant menu items; analyzing data on media exposure and spending from syndicated sources (i.e., The Nielsen Company, Score Inc. and Arbitron Inc.)They studied three components of their marketing plans i.e. menu composition, external advertising and in-store marketing. The three criteria to identify marketing that were targeted to children, teens, and African American and Hispanic youth. Children were exposed to more than 1,200 traditi onal fast food ads per year and this strategy was used a lot by fast food restaurants to encourage potential customers to visit. Many fast food restaurants have expanded into newer forms of marketing that are relatively inexpensive and more difficult to give numerical value to. McDonalds and Burger King indulge in web-based marketing starts with children as young as 2 at Ronald.com, McWorld.com, HappyMeal.com, and ClubBK.com. KFC.com and Starbucks.com also appeared in the top 10 most frequently visited fast food websites in the study. Banner ads from these restaurants reached up to 70 million unique viewers every month. Social and viral media used by fast food restaurants has also increased largely. The use of mobile marketing by fast food restaurants has also begun but most restaurants placed banner ads on third-party mobile websites, eight have introduced downloadable iPhone applications, and a few have begun to conduct text message advertising to customers who opt-in to this feat ure. Fast food marketing is becoming omnipresent. These restaurants also purchased more than two-thirds of fast food radio and outdoor, there was little variation in their marketing messages and the products they promoted. Restaurants appeared to compete primarily by introducing new menu items and promoting the value of their foods. A few restaurants (Subway and Wendys) promoted their food quality. Banner advertising and social media marketing also predominantly emphasized special offers, and value/cheap and new/improved messages; and promoted new menu item introductions, dollar/value menus, and combo meals. Licensed characters were meant for children. Eight restaurants offered kids meals catered specifically to children, while four used external marketing to address children i.e. McDonalds, Burger King, Subway, and Dairy Queen . McDonalds and Burger King had maximum advertising targeted to children. Children viewed approximately one child-targeted ad per day for these two restauran ts (in addition to ads for other products not exclusively targeted to children). The McDonalds Research by Grier (1996) and colleagues demonstrated that higher exposure to fast food advertising by parents was associated with increased frequency of taking their children to these restaurants because the advertising influenced their beliefs about how often other parents took their children. The authors recommended that fast food restaurants build better standards for every item in child-targeted marketing that applies to every fast food restaurant and also in all of kids meals served. Shin Yi Chou et al. (2005) in the study shed light on the link between television fast food advertising and the consequent childhood obesity around the world especially in the United States. The aim of the paper is to utilize the 1979 Child-Young Adult National Longitudinal Survey of Youth and the 1997 National Longitudinal Survey of Youth to explore the effects of fast-food restaurant advertising on children and adolescents being overweight. The results showed that a ban on these advertisements would decrease the number of overweight children ages 3-11 in a fixed population and overweight adolescents ages 12 to 18 years by 10 and 12 percent respectively. The absence of tax deductibility of this kind of advertising would lead to lesser decreases of between 3 and 5 percent in these outcomes but would result in lower costs on children. The 1997 sample consisted of 8,984 respondents from 6,819 different households, ages 12 to 18 years. There were two sub-samples: one consisting of 6,748 respondents born between 1980 and 1984. The second comprising of 2,236 oversampled black and Hispanic respondents. A survey was conducted on them. Television watching time and advertising messages were found to be positively correlated. Results also reflected that the number of hours of messages seen on television has a long impact on both children and adolescents. It could also be seen that fast food restaurant advertising has a larger effect on the Body Mass Index of adolescents than on children, despite children being expose longer to fast-food restaurant advertising due to longer television viewing time. In totality the results showed a direct lasting effect of exposure to fast-food restaurant advertising on the body mass index for children. Lesser impact on the probability of being overweight is less important. Thomas N.Robinson et al. (2007) in his experimental study on fast food branding aimed to explore how cumulative real-world marketing and brand exposures influence young children by means of testing the effects of branding on taste preferences through extensively marketed sources. The sample comprised of sixty- three children from low-income preschools, whose average age was 3.5 to 5.4 years. They had to taste 5 identical food items with beverages in matching McDonalds packaging but were actually not branded and to compare the taste of each. A summary total taste preference score (ranging from -1 for the unbranded samples to 0 for no preference and +1 for McDonalds branded samples) was used to test the null hypothesis that children would express no preference. The results of the study showed that average total taste preference score across all foods and beverages compared was 0.37  Ãƒâ€šÃ‚ ±Ãƒâ€šÃ‚  0.45 (median, 0.20; inter-quartile range, 0.00-0.80) and much more than zero (P Sharon Beder (1998) in her study aims to examine four aspects of marketing to children i.e. the development of a consumer, forms of marketing, advertising on the Internet and concerns. Advertising takes advantage of individual insecurities, creates artificial needs and offers quality solutions. It leads to consumption. Children specifically are the target. In Australia, an average $31.60 is spent weekly by children below18 have and they control above 70 per cent of their parents fast food purchases. Children and teenagers between the ages of 10 and 17 spend n the US there are over 57 million school age children and teenagers who spend about $100 billion yearly of personal and family money on sweets, food and drinks. Brandweek magazine pointed out that even in China where children save most of the little income they get and their total spending amounts to $2.6 billion yearly, second only to the US. Brandweek cited a survey showing McDonalds was the favorite fast food worldwide and Cok e was the favorite drink. It argued:If it is possible to create global preferences with food productswhere obstacles like differences in local cuisine and culture existtranscending cultural boundaries with toys, clothing and entertainment products should be considerably easier. Television ads account for almost 70% of the total amount spent on advertising to children in the US. Total advertising expenditure accounts for almost 15% of the total budget for marketing to children. A new trend in advertising is the internet. The authors question the ability of the young to understand advertising and its purpose and not be impressioned by it. The study thus emphasizes Fast food marketing and how it is a vast industry. Mary Story and Simone French (2004) in a study aimed to appraise the food advertising and marketing channels used to target children and adolescents in the US, the effect of food advertising on eating habits, and current policies. The youth is a major profitable target market for food and beverage industries. Consequently children and adolescents are now marketed to extensively. Food marketers are interested in youth as consumers because of their spending power, their purchasing influence, and as future adult consumers. Multiple techniques and channels are used to reach youth, beginning when they are toddlers, to foster brand-building and influence food product purchase behavior. These food marketing channels include television advertising, in-school marketing, product placements, kids clubs, the Internet, toys and products with brand logos, and youth-targeted promotions, such as cross-selling and tie-ins. wide range of food advertising techniques and channels are used to reach child ren and adolescents to foster brand awareness to encourage product sales. Marketing channels include television advertising, in-school marketing, product placements, kids clubs, the Internet, toys and products with brand logos, and youth-targeted promotions. Experimental studies continuously showed that children exposed to food advertising prefer advertised food products more often than those not exposed to such ads. Studies with children under age 11 have found strong links between television watching time by children and number of childrens requests to parents for those foods, and availability of those foods in their homes. African American and Hispanic children watch more television when compared to white children and so viewed more food ads. Various studies have established that children under 8 years of age are developmentally unable to understand the purpose of advertisements and consider advertising claims as factual. V. Henderson and B. Kelly (2005) in their study documented the sorts of foods advertised nutritional claims made whilst advertising on African American television as well as the general market. The sample comprised of 553 advertisements that were analyzed for their content during 101.5 prime-time Television hours. This resulted in classification of advertisements according to fast food restaurant, sit-down restaurant, packaged food), specific food type, and the presence of a weight-related nutritional claim.T and Chi-square tests were used to make comparisons. The results showed that more advertisements were aired on the African-American Television than on general market. These were mostly for fast food, fizzy drinks, candy, meat, and were rarely for cornflakes, grains and pasta or fruits, vegetables, desserts or liquor. People framing policies need to have a greater awareness of the prevailing advertisements for food and their possible effect on behavior as well as knowledge and thu s should seriously work with manufacturers of food to pave way for the creation and promotion of healthy food according to the authors. Hill, J. M. and Radimer, K. L. (1998) in a study examined food advertisements aired on Australian television during programs for children below 10 years of age. Kinds of foods that were promoted linked messages and the impression of food and eating habits in comparison to current dietary recommendations. 239 advertisements were appraised, of which 25% were for fast food restaurants and 22% for chocolate. Of the main foods advertised, 11% were for cereal products, 8% for fruit and only 1% for vegetables. Main tactics used by advertisers to sell foods were give-aways (20%), taste (16%) and fun (14%). On the contrary, advertisements for breakfast cereals often used nutritional claims and often contained messages that were in line with current dietary guidelines for Australians. Generally, the complete dietary picture shown to children through advertisements was said to be poorly balanced and only included a narrow range of foods. Michele Roberts and Simone Pettigrew (2007) studied behaviors modeled in food advertising are influencing childrens diets. They conducted a food advertising audit targeted to children find out aspects that affect childrens food socialization. Quantitative and qualitative methods were used to provide (1) descriptive statistics of incidence and (2) a thematic analysis of messages contained in a sample of food advertisements screened in Perth, Australia, during childrens morning television programming. In 28.5 hours of childrens television programs, 950 advertisements were broadcasts, 212 of which were for food. The Qualitative aspect observable in the ads were the existence of grazing, the denigration of main foods, exaggerated health claims and the implied ability of specific foods to emphasize popularity, functionality and mood. The most popular advertising appeal was fantasy, present in 57% of the campaigns. The outcomes of the study are of interest to many stakeholders, including the food and advertising industries, policy makers, child health advocates and academic researchers. Driven by concerns about childhood obesity, there is escalating demand for responsible food advertising to children (McDonald 2003). According to the authors advertisers must respond to these issues. Kay M. Hammond et al. (2008) aimed to expose internationally, the balance of television advertising for healthy and less-healthy foods to which children and adolescents are exposed. The sample comprised 9-17 year old New Zealanders to explore the extent to which they were exposed to advertising for a variety of food groups over a year and compared New Zealand rates of advertising with a 13-country study. The method used was People meter data collected over three months May and September 1995 and February 1996 and food advertising from a sample week of television during hours when children were likely to be watching were also examined. The Comparison was made with a similar 1989 South Australian study and an international study covering 13 countries.The results showed that the exposure estimated for a year and the opportunities for exposure in the sample week were maximum for sweet snacks, drinks, fast food/takeaways and breakfast cereals. There were very low levels for fruit, vegeta bles, and meat/fish/ eggs and water was not advertised in any sample month. Comparisons with the 13-country study showed New Zealand had the third-highest rate of food advertising, the highest rate of confectionery and drinks advertising, and the second-highest rate of restaurant advertising which included fast food restaurants.To conclude the authors suggest that the immediate trends in food advertising create a difference in interest between public health and commercial interests. Regulation of food advertising may be required to solve this problem. METHODOLOGY Research Type I will be conducting Primary/Field or Quantitative Research, gathering first hand data from my sample population about how the fast food marketing methods used by marketers influence their children or children around them. I will later be quantifying the results. Data Type and Research Period The study is based on peoples perceptions and how they feel they are influenced by advertisements and how these fast food marketing methods are a major contributing factor in their childrens consumption of fast food. Therefore Primary or Field Research which is basically quantitative in nature is more suitable. Sources of Data The sources will be questionnaire surveys and focus groups targeted to the sample population. Operational Definitions Dependant Variable: Fast Food Consumption This variable addresses the Fast Food Purchases by consumers. It is the result of Fast Food advertising and the ultimate motive of Fast Food sellers. It basically deals with fast food sales. Therefore it is the consequence of Fast Food Marketing through various mediums. Independent Variables Television Advertisements: This variable is an integral means of marketing Fast Food to consumers considering its reach and ease of access in todays time. The more people watch Television and are exposed to advertisements of fast food, the more they consume fast food. It thus has a positive relation with fast food consumption. Billboards: This variable sheds light on yet another Fast Food Marketing medium. It is a physical medium for people to be exposed to frequently. It has a positive relation with fast food consumption as the more billboards people see the greater will be their fast food consumption. Internet Advertisements: This variable appraises a combination of official websites as well as social website mediums like Facebook and Twitter used by Fast Food marketers to reach consumers. The greater the amount of fast food advertisements people are exposed to on the internet, the more they will purchase or consume fast food, thus it denotes a positive relation between the dependant and the independent variable. Print Advertisements: This variable comprises of the various print mediums like the newspapers, posters, flyers and banners that fast food marketers use to advertise the fast food to consumers. Naturally the more peoples exposure to these is the more they end up consuming fast food, indicating a positive relation. Radio: This variable emphasizes the use of broadcasting to market fast food to consumers. It is a cheap means to reach more people. The frequency of advertisements on the radio is usually more due to the low cost. Therefore people are exposed to more fast food advertisements and thus consume more of it and this also has a positive relation with the dependent variable. Population, Working population and planned sample The target population for the research will be people living in Lahore who have children of ages 3 to 17 years, in their families who consume fast food. The working population will be targeted specifically. The planned sample will include people ranging between the ages of 20-40 years, including working adult males and females from Lahore who have kids and as well as working youngsters or students with younger siblings who consume fast food. Research hypothesis Ho-Frequent exposure to Fast Food marketing methods leads to increased Fast Food Consumption by children H1-Television is the most influential Fast Food Marketing Method for children H2-Billboards are very appealing to children and lead to frequent fast food consumption H3-Print advertisement doesnt influence childrens purchase of Fast Food so much H4-Internet is not a very effective medium for Fast Food marketing to children H5-Radio is not a very effective medium of Fast Food marketing to children Techniques Cross-Tabulation was done due to using the statistics from the questionnaire surveys. Data analysis A cross-tabulation was done using the SPSS software 17.0 and frequency charts were also made. Data interpretation After gathering first-hand information from the sample population, the data was quantified and the statistics were used to make cross-tabulations and frequency charts. The results were then analyzed using tables and charts results. RESULTS Demographics The primary research for the study comprised of questionnaire surveys that were floated amongst 50 respondents, both married and unmarried, falling in the age bracket of 20 to 40 years. 25 of the respondents were male and 25 female in order to eliminate gender bias. The people with children were targeted to find out more about their childrens fast food consumption resulting from advertising exposure. The working population was targeted to specifically because they have a need for fast food. This was done with the purpose of finding out the most effective method of fast food marketing that results in consumption of fast food by children in Lahore. Most of the married respondents were bankers, doctors, engineers and teachers who had children, whilst the unmarried respondents were mostly students at the Lahore School of Economics and had younger siblings between the ages of 3 to 17 years, who consume fast food. The target population for the research will be people living in Lahore who h ave children in their families who consume fast food. 75% fell in the age group of 20 to 29 years, whereas the remaining 25% were aged between 30 to 40 years. Most of these individuals belonged to the upper and upper middle class with lump sum pocket monies or household incomes, and had exposure to all sorts of fast food advertisements. A majority fell in the 30,000-40,000 income range. The five independent variables were separately analyzed to determine their impact on the dependant variable. The results have been analyzed below. Independent Variable: Television Ads Ho-Frequent exposure to Fast Food marketing methods leads to increased Fast Food Consumption by children H1-Television is the most influential Fast Food Marketing Method for children TVADSQ1a Frequency Percent Valid Percent Valid 1.00 21 42.0 42.0 2.00 25 50.0 50.0 3.00 2 4.0 4.0 4.00 1 2.0 2.0 5.00 1 2.0 2.0 Total 50 100.0 100.0 The above table shows the frequencies of responses when people were asked whether they thought images of food were an important element of a fast food advertisement. It can be seen that 21 people out of 50 i.e. 42% strongly agreed that images of food are important to children. 25 respondents or 50% also agreed with this.2 people or 4% remained neutral. 1 out of 50 respondents or 2% disagreed while another 2% also strongly disagreed with the statement. TVADSQ1b Frequency Percent Valid Percent Valid 1.00 11 22.0 22.0 2.00 25 50.0 50.0 3.00 13 26.0 26.0 4.00 1 2.0 2.0 Total 50 100.0 100.0 The table illustrates the frequencies of the responses for the importance that a catchy slogan holds for children in a fast food television commercial.11 out of 50 respondents i.e. 22% strongly agreed that a catchy slogan is very important to children whilst 50% also agreed with this.26% remained neutral about it and 2% disagreed and didnt think that a catchy slogan is important to children. TVADSQ1c Frequency Percent Valid Percent Valid 1.00 14 28.0 28.0 2.00 17 34.0 34.0 3.00 13 26.0 26.0 4.00 6 12.0 12.0 Total 50 100.0 100.0 As per the above frequencies 14 out of 50 respondents i.e. a celebrity endorser was very important to children according to 28% or 14 out of 50 respondents and 34% also thought the same.26% were neutral about it and 12% disagreed. TVADSQ1d Frequency Percent Valid Percent Valid 1.00 15 30.0 30.0 2.00 23 46.0 46.0 3.00 10 20.0 20.0 4.00 2 4.0 4.0 Total 50 100.0 100.0 The frequency table shows that the jingle was very important to children according to 30% of the respondents who strongly agreed along with the 46% majority who agreed with this. 20% remained neutral to it and only 4% disagreed. TVADSQ1e Frequency Percent Valid Percent Valid 1.00 3 6.0 6.0 2.00 9 18.0 18.0 3.00 11 22.0 22.0 4.00 19 38.0 38.0 5.00 8 16.0 16.0 Total 50 100.0 100.0 According to the above table, the frequencies of responses showed that 6% of the respondents strongly agreed that price matters to children in a fast food television commercial and 18% also agreed.22% remained neutral about it. However 38% and 16% disagreed and strongly disagreed respectively that children do

Assess the contribution of feminist sociologists to an understanding of family roles and relationships Essay

Assess the contribution of feminist sociologists to an understanding of family roles and relationships. In this essay I will explore the different schools of feminism such as Marxist, liberal and radical feminism, who share the view that women are oppressed in a patriarchal society but differ in opinion on who benefits from the inequalities. Each school of feminism has their own understanding of family roles and relationships which I will assess through this essay. Firstly one must look at the division of domestic labour and conjugal roles. Conjugal roles refer to the roles performed by men and women in relation to housework, childcare and paid work. Traditionally men had the instrumental ‘bread-winning’ role which the women had the expressive role (childcare and primary socialisation). Feminists say that the traditional division of labour is neither natural nor beneficial to women as their expressive role is unpaid and taken for granted. However different feminist views disagree on who benefits from this unpaid labour. Marxist feminists would argue it is capitalism that benefits most as wives keep their husbands happy and therefore they are left with a content workforce. On the other hand, radical feminists would argue that men are the main people to gain from women’s oppression as we live in a patriarchal society. A functionalist view from Wilmott and Young says that there has been a ‘march of progress’ in which the family has become more symmetrical with more joint conjugal roles (where both partners share the household labour). However feminists reject this view with Oakley arguing the family still remains patriarchal and Boulton saying the evidence to support the alleged rise in symmetry is weak, and that the responsibility for childcare still lies with women. Furthermore, Oakley describes how the housewife role has become dominant for women in a marriage since the industrialisation in the 19th century. Although women started off as part of the work force they were gradually excluded and confined to the home with housework and childcare responsibilities. This shows how the role of the housewife was socially constructed rather than being ‘natural’ as claimed by Parsons, and how it benefits both men and capitalism. Additionally, even though the 20th century saw a rise in the number of married women in paid labour, they remain in lower paid jobs and unable to climb the job ladder due the the ‘glass ceiling’ (earning just 80% of a man’s wages in the same position). Silver and S chor stress the importance of two economic developments that  reduce the burden of housework on women. The commercialisation of housework means that goods and services previously produced by women themselves are now mass-produced and supplied by shops, including freezers, microwaves, ‘ready meals’ and so on, reducing the amount of domestic labour women have to do. Additionally, the increase in women working allows them the ability to afford these goods. Silver and Schor, as a result, argue the burden on housework has decreased. However critics argue that for poorer women it is not an option to buy these expensive goods and services. Feminists also argue that even if commercialisation has reduced the amount of housework needing to be done, it does not prove that couples share the remaining chores equally. A further argument from some sociologists is that rather than a ‘new man’ who has an equal share of housework now more women are working, women have simply acquired a dual burden of both paid and unpaid work. With this view feminists say that the family remai ns patriarchal, with men benefiting from both women’s earnings but also their domestic labour. Ferri and Smith provide evidence of women’s dual burden, finding that the father taking main responsibility for childcare occurred in less than 4% of families from their sample. In addition to the dual burden, Duncombe and Marsden argue the case of the ‘triple shift’ where women do the double shift of housework and paid work, but also take up emotion work (the management of one’s own and other’s emotions). As this essay has shown so far, there is inequality in who does what in the home but there is also inequality in decision-making; in deciding who gets what and how the family resources are shared out between them. Barrett and McIntosh note that mean usually make the most important decisions, the financial support from men is often unpredictable and they usually gain more from women’s domestic labour than they give back in return. Feminist sociologists Pahl and Vogler suggest that because of men’s higher earnings women have more financial dependence on their husbands and this is why men take more control over major decisions. Edgell agrees with this view and states that women only exert some control on less important decisions such as home dà ©cor. Finch argues that wives’ lives are generally structured around the husbands’, such as if the husband had to move for work, the wives would pick up and go with them, whereas it is unlikely that the husband would follow their wife for work. Radical feminists also suggest that domestic violence is evidence of patriarchy as  men use the threat or use of violence to control women. Domestic violence is a widespread problem being a sixth of all violent crime in 2007 and the cause of over 100 deaths per year. Domestic violence is mainly perpetrated by men against women with 1 in 4 women being assaulted by their partners at some point in their lives a nd only 1 in 7 men being assaulted. However these figures may be under representative as many victims are unwilling to report these events as police investigators are unwilling to record and investigate many claims. Some feminists also say that domestic violence occurs due the dominant models of masculinity in society leading some men to use violence to assert authority when they are challenged. However, Giddens explains it through the ‘emotional intensity’ of the family and Wilkinson says it is the product of stress created by social and economic inequalities (resulting in poverty, unemployment and poor housing). On the other hand these explanations do not explain why domestic violence also occurs in the middle and upper classes as well, despite the main victims being those in lower socio-economic groups. As shown in this essay, different feminist contributions to our understanding of the roles and relationships in the family have similarities. However those perspectives examined differ in ‘solution’ to the oppression of women in our society. While liberal feminists believe that changes in the law and attitudes of people will be enough to bring equality, Marxist and radical feminists believes revolutionary changes to deep-rooted social structures are needed. Marxist feminists also argue that the family must be abolished at the same time as socialist revolution replaces capitalism with a classless society. Radical feminists also believe that the family, the root of women’s oppression, must be overturned; the difference being that they believe this can only be achieved through separatism – women must organise themselves to live independently of men. After reviewing all the feminist theories I can say that feminist perspectives of the family have moved research away from the traditional functionalist view of male-dominated society. Feminist perspectives have highlighted the negative aspects of the fa mily which the functionalists have previously ignored, however all the different feminist views assume that the nuclear family is still the norm and ignores the increasing diversity of family life. Additionally, feminism is a structural theory meaning that they assume families and their members are merely  puppets to be manipulated by society. Social action theorists and postmodernists reject this idea and argue that individuals have some choice in creating family relationship of our own and choosing our domestic set up for ourselves. In final conclusion, I believe the feminist perspectives to have helped move sociological ideas forward and take into account negative aspects of family life as well as the positives, yet at the same time they need to broaden their ideas to encompass the idea of individuals having choice to create their own family situation with diversity in families on the rise.

Ethical Boundaries and Practices Essay

Follow the directions below to write a paper of 1,500-1,750 words on counselor ethical boundaries and practices. For this paper, write from the perspective that you are a professional counselor in the field. Provide a thoughtful response to each of the following three sections, including specific, concrete examples to illustrate your ideas. Use the section headings provided below to separate each section of your paper. Your final deliverable should be one cohesive paper addressing all three sections along with an introduction and conclusion. Section 1: Boundary Issues and Dual Relationships Part A – Decision-Making Model and Counseling Examples How would you determine if a boundary-crossing or dual relationship is ethical and appropriate? What criteria would you consider when making your decision? Present examples of how you would apply this criteria to at least four counseling situations in which you believe the dual relationship issues are complex and ambiguous. One of your examples should address the issues of physical attraction between clients and counselors. Part B-Ethical Issues and Dimensions In addition, examine these issues in terms of former clients. Address the following: Do the ethical issues (and your opinion about appropriateness) change, depending on how long after the termination of therapy a dual relationship is initiated? What are the key ethical dimensions that might change, after the termination of therapy? Present an example of a situation that you believe would constitute a boundary violation with a current client but might be acceptable with a former client. Section 2: Professional Collaboration in Counseling Part A – Working with a Multidisciplinary Team Explain why counselors frequently collaborate with other stakeholders regarding a client’s care in order to maintain professional and ethical boundaries and practices. For example, professional counselors frequently work with clients with addiction issues. Addiction counselors may work with  clients who also have a co-occurring disorder. The specific roles of each of these counselors are well defined; straying into an area outside your scope of practice is unethical. How would you work independently as a counselor within your scope of practice as well as collaboratively with other mental health professionals to ensure quality client care? What is the role of a counselor in a multidisciplinary team? Part B –Relationships with Supervisors and Colleagues Describe the ethical issues involved in the supervisor-counselor relationship. How is this relationship similar to the counselor-client relationship? How is it different? Outline a series of criteria and describe how you would integrate the criteria into an ethical decision-making model to respond to issues of incompetence and/or unethical conduct by fellow counselors. Section 3: Development of Your Thinking about Ethics Clearly describe what you consider to be the most important developments in your thinking about ethical practice that have occurred during this course. This may include areas in which you have clarified your views and beliefs, modified your thinking on a given issue, gained new insights, or acquired a new perspective. It may include issues whose complexity you now appreciate more fully or difficult issues that you now understand you must grapple with, as a counselor. What have you most learned about yourself and/or about what constitutes becoming an ethical practitioner and how has your thinking about ethics and legal issues changed? Be sure that you include specific examples to illustrate general statements.

Assessment 2 Case Study Notes Essay - 2166 Words

Assessment 2 Case Study SOC 10007 Understanding the modern world Globalisation and Rationalisation Introduction The era of modernity, began and flourished in the late nineteenth century and the early twentieth century. In every language, the meaning of ‘modern’ would mean up to date or contemporary. In sociology, it was referred to as the ‘Great transformation’, a term which reflects the enormous magnitude of change that took place (Polanyi, 1973). The main features of modernity were growth of productive capabilities, efficient food production, and the replacement of agriculture by industrial manufacturing, as the dominant form of productive activity. Modernity saw the development of new political ideas, such as†¦show more content†¦Rationalisation refers to the replacement of traditions, values, and emotions as motivators for behaviour in society with rational and calculated ones. The process of rationalisation has transformed social life forever, it has led to new practices that were chosen because they are efficient, replacing human with non-h uman technology. The development of scientific study, capitalism and the introduction of bureaucracy into governments over the last 200 years are examples of the growing trend of rationalisation. The technical superiority of the bureaucratic form will dominate all forms of human organizations and entrap humans (Weber, M, 1998). Today’s society have grown up in a world structured by the pressures of rationalisation. We take for granted fast food eateries open 24 hours a day, which is meant to be more efficient but turns out to be quite inefficient at times, due to long lines of people queueing at counters or in driveways for take away, also automatic teller machines, (ATM) where we now wait in line at the ATM’s for money instead of inside banks, having to brave the outside elements queueing on footpaths, or shopping centres. Who are those that benefit from rationalisation? The most gain goes to those who push rationalisation. We pay extra to deal with the inefficienc y and inhumanity of a rationalised society, such as the extra $2 we are charged to use the ATMShow MoreRelatedTime Frame1002 Words   |  5 Pagesother units of attention. | 2 weeks | Intake form and case record | Client, Family and Intern. | To have initial assessment | Achieved | * Prepare the initial impression of the clients. * Finalized and refine writing of assessment for the case | 3 weeks | Place for interview | AFI, Intern and Client. | To have informative and specific assessment of the client. | | * Prepare an action plan * Defining the specific actions or intervention that is necessary. | 2 weeks | Time table for actionRead MorePERSONAL ND PROFESSIONAL DEVELOPMENT Essays1351 Words   |  6 Pagesï » ¿ Lesson Plan – 2 PERSONAL AND PROFESSIONAL DEVELOPMENT Unit Title: Personal and Professional Development Topic: Personal Swot Analysis Week 2 Time: Variable Duration: 5 Hours Lecturers: Module Leader: Joy Meme Venue: Variable No of students: Variable Lesson Objectives: 1.Understanding of the use and concept of a Personal SWOT Analysis 2.Completion of a Personal SWOT Analysis 3.Reading and discussion of the article-â€Å"How to LeadRead MoreEnvironmental Analysis : A Company s Name Phone No1443 Words   |  6 PagesEnvironmental analysis Submission details Candidate’s name Phone no. 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