Ethical Decision Making Essay - 638 Words

Changes in health care and society have led to new and increased awareness of the ethical dimension of nursing and its impact on the delivery of high-quality care (Coverston Rogers, 2000). In their daily practice, nurses are constantly confronted with decision-making that is ethical in nature. An ethical dilemma is a situation wherein moral precepts or ethical obligations conflict in such a way that any possible resolution to the dilemma is morally intolerable. In other words, an ethical dilemma is any situation in which guiding moral principles cannot determine which course of action is right or wrong. One of the systematic approaches available to nurses in solving ethical dilemma is the ethical decision-making model presented below. †¢Ã¢â‚¬ ¦show more content†¦Julie is a teenager who likes to party like every teenager, but has a serious medical problem. Julie visits the public health department regularly and is trying to control her diabetes. In addition, she has the knowledge to adjust her diet to compensate the extra carbohydrates consumed through alcohol. Adhering to principles of autonomy and beneficence are foundational to the ethical decision-making process. Respecting a patients’ autonomy means the patient has the right to make choices regarding care and treatment, regardless of medical opinions and other recommendations (Parker, 2007). Nurse takes into consideration Julie’s right to autonomy and considers appropriate approaches to the situation. Nurse further makes the decision and provides Julie with educational material on alcohol use and uncontrolled diabetes. Nurse provides education on diet and diabetes control. The nurse, as patient advocate, plays an important role in commu nicating and supporting the wishes of the patient, even when doing so may be against the opinions of the family and physician (Parker, 2007). Thus the nurse in Julie’s case, honor her wishes, but provide her the relevant educational material on diabetes and alcohol use to help her in decision making process. Finally, communication skills are essential to establish and maintain effective working relationships. The nurse regularly communicates with Julie toShow MoreRelatedEthical Decision Making : Ethical Decisions1496 Words   |  6 PagesFacing Ethical Decisions How does a person determine what is right or wrong when making a decision? Most people faced with an ethical decision usually revert to their personal values that hopefully guide them through the decision-making process. 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Those who will likely be indirectly affected by the decision would be the woman’s family, including her 20-year old daughter, and the agencyRead MoreEthical And Ethical Decision Making1500 Words   |  6 Pagesmore important than others, ethical decision making is a skill that has become increasingly pivotal. Jones states that a ‘moral issue is present where a person’s action, when freely performed, may harm or benefit others’ and defines ‘an ethical decision is a decision that is both legally and morally acceptable to the larger community’ (1991, p. 387). In order to create a company wide culture of ethics, employees must believe that the organization has a desire to be ethical and see proof of this fromRead Moreethical decision making1211 Words   |  5 Pagesï » ¿ Ethical- Decision Making University of the Rockies Mabel Drafton Abstract Countertransference is how therapists distort the way they perceive and react to a client (Corey, Corey, and Callanan, 2011). 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Therefore, it calls for ethical and critical decision-making skills so as to make the most appropriate option that bears moreRead MoreEthical Decision Mak ing3508 Words   |  15 Pagesare some times when there is no choice but to make decisions with possible ethical consequences at some point in any human services career when an ethical dilemma is faced. If one chooses not to make a decision, it is a decision itself (Keith-Spiegel Koocher , 2010). In this paper, I am concerned with applied ethics and decision making using framework for a positive decision in presented scenario (Appendix) which guide the conduct for decisions based on theories about what is morally right or wrongRead MoreEthical Decision Making : The Ethical Dilemma901 Words   |  4 PagesEthical decision making is vital to the operation of any organization. Organizations that operate unethically can face step fines, civil suites and even jail time. Furthermore, and most importantly, companies that are considered ethical, are better at attracting customers, qualified employees and even have an easier time raising capital (Robinson, 2014). Organizations must ensure that everyone within their business operates ethically and understands what to do when faced with ethical dilemmas andRead MoreThe Moral Decision Making : An Ethical Decision1517 Words   |  7 PagesEthical decision-making is a vital part of my critical thinking, serving as a constant factor or th eme throughout the process. History is full of leaders who, more than likely, were extraordinary critical thinkers capable fully dedicated to making solid decisions. However, a great decision developed through critical thinking does not equate to the â€Å"right† decision or an ethical decision. For example, one could argue Adolf Hitler and his inner circle were exceptional critical thinkers capable ofRead MoreEthical Decision Making : Ethics982 Words   |  4 PagesEthical Decision-Making Georgeanne M. Battle University of the Rockies Ethical Decision-Making By selecting an ethical dilemma case from our text Corey, Corey, Callanan, (2011), I will discuss how to apply systematic steps toward the resolution of the dilemma. While the case is under review the steps that I would take in making an ethical decision will be explained. Also, how to include the client in making the decision will be studied. I will look at what ways is accounting for the APA EthicsRead MoreEthical Decision Making And Consequences Essay1279 Words   |  6 Pages Ethical Decision Making and Consequences There are many decisions, both positive and negative that can be made by an instructor, when faced with the dilemma of plagiarism. As an educator, it is our job to teach and hopefully reach the decision making process that might have led them to do this and enhance their own feelings about their ability to do the right thing. The approach an instructor takes can make a strong, proficient and competent professional or it can make a bitter, resentful person

Jesus And Gandhi On Poverty Essay - 1656 Words

Jesus and Mahatma Gandhi on Poverty Introduction: Poverty a worldwide problem that affects everybody who deals with the situation. People living in poverty are at the lowest of the lowest in the social, economic and political class. Another word for poverty is the slums. In today’s world there is an estimate of three-billion people that live in poverty. The average poverty person live off of just $2.50 a day. One third of the people that live in poverty are children. Over twenty-two thousand children die due to poverty. People lose their everyday life due to living in poverty. Those are just some facts that gave me interest on this topic to see a sense of understanding of it. The number one killer in the world today is hunger. The way the world is set up, nobody should die from hunger. There is a way provide food for the people in poverty. I personally feel that with some effort as nation, the United Nations can stop world hunger. Farming and manufacturing is too efficient to have people go without food. Instead of having wars on materialistic things in search of power, we should be helping people in need instead letting people lose their life due to hunger. Similarity: â€Å"Christianity is a monotheistic religion that is based on the life, teachings, death, and resurrection of Jesus† (Fisher302). This religion is currently the largest religion in the world with a population over 2.4 billion followers are currently known as Christians. In Christianity, poverty living couldShow MoreRelatedMahatma Gandhis Leadership Styles1655 Words   |  7 Pageslead. Mahatma Gandhi is a world renowned leader who was a politician, a writer, an intellectual and a gifted orator. I find it incredible that as a young boy, Gandhi did not display any leadership qualities. He was a below average student (lack-luster) and very shy. His remarkable metamorphosis from a dull boy to a brilliant leader attests to the fact that good leaders are made. He has inspired and motivated great leaders such as Albert Einstein, Nelson Mandela and Barack Obama. Gandhi championed passionatelyRead MorePoverty : A Problem That Affects Everyone Who Deals With The Situation Essay1650 Wo rds   |  7 PagesIntroduction: Poverty a worldwide problem that affects everybody who deals with the situation. People living in poverty are at the lowest of the lowest in the social, economic and political class. Another word for poverty is the slums. In today’s world there is an estimate of three-billion people that live in poverty. The average poverty person live off of just $2.50 a day. One third of the people that live in poverty are children. Over twenty-two thousand children die due to poverty. People loseRead MoreComparation of Gandhi to Socrates, to buddha, to Jesus and to St. Fancis of Assisi924 Words   |  4 PagesMahatma Gandhi (Mohandas Karamchand) â€Å"Generations to come will scarce believe that such a one as this ever walked upon this earth in flesh and blood†. -Albert Einstein Throughout history most national heroes have been warriors, but Gandhi was a passive and peaceful preacher of morals, ethics, and beliefs. He was an outsider who ended British rule over India without striking a blow. Moreover, Gandhi was not skillful with any unusual artistic, scholarly, or scientific talents. He never earnedRead MoreRelevance of Gandhi in Modern Era1625 Words   |  7 PagesRelevance of Gandhi in Modern Times | | by  Rajen Barua | |    | Looking at the present state of affairs in India, the birthplace of Gandhi, one would probably surmise that Gandhism, whatever the term may mean, cannot have any relevance in modern times. 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Poverty is a multifaceted concept, which may include social, economic, and political elements. There is a need to identify the causes of poverty to create a change. However, even considering the individual histories and circumstances of countries and regions, there are significant trends in the causes of poverty. The main causes of poverty are history, discriminationRead MoreShould Religious Leaders Be Political Leaders1210 Words   |  5 Pagesmoral and ethical grounds, focusing on the practical aspect of living Mahatma Gandhi is also remembered as a successful religious and political leader where to end the devastating famine and poverty in India, Gandhi organized detailed survey and study, based upon which he began leading the cleaning of the villages, building of schools and hospitals, encouraging villagers to condemn and combat many social evils. 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As I have loved you, so you must love one another’ but depending on the situation, would it be our fault for self-defence? If one was to strike at our family, would you strike him/her with a weapon? When Jesus was arrested in the Garden of Gethsemane, his disciples wanted to defend him, yet Jesus claimed not to fight and put away the swords, ‘When Jesus’ followers saw what was going to happenRead MoreI Have a Dream: Rhetorical Analysis865 Words   |  4 Pagesâ€Å"I Have a Dream† Rhetorical Analysis Five elements of rhetoric: * Speaker: Martin Luther King Jr., a Baptist minister from Atlanta, Georgia, who was inspired by Christianity and Gandhi. * Audience: Primarily African-Americans were present at the speech, but it was heard by many white Americans across the country. * Subject: A call for an end to racism in the United States. * Context: The speech was given on August 28, 1963, at the Lincoln Memorial, in a time where it was very difficult

Storm Born Chapter Eight Free Essays

The keep was like a cross between Sleeping Beauty’s castle and a gothic church. Towers jauntily sprang up to impossible heights, creating black patches across the evening sky. We’d lost our light now, but I could still see that a lot of the windows looked as though they contained stained glass. We will write a custom essay sample on Storm Born Chapter Eight or any similar topic only for you Order Now I imagined they’d be beautiful in full sunlight. And framing everything, of course, were those brilliant, yellow-orange trees. Volusian had told me that the kingdoms’ seasons were dependent on their rulers’ whims and could last for extremely long times. This was beautiful, but I couldn’t imagine living in a place that was perpetually autumn. I knew some claimed Arizona was perpetually summer, but, then, the people who said that didn’t actually live there. The seasons were subtle, but they were there. I had to keep reminding myself I wasn’t in some kind of wacky movie as Rurik and his gang led us through twisted hallways lit with torches. People passed, giving us curious looks as they went about whatever one did in a medieval castle. Churning butter. Flogging peasants. I really didn’t know, and I didn’t care. I just wanted to get out of there. â€Å"Wait here,† Rurik told us when we reached a large set of double oak doors. â€Å"I will speak to the king before you’re shown into the throne room.† Wow. An honest-to-goodness throne room. He disappeared behind the doors, and a couple guards watched us but kept their distance. â€Å"Volusian,† I said softly, â€Å"did you purposely lead us here?† â€Å"My only purpose, mistress, is to keep you alive. Being here will increase your chances.† â€Å"You didn’t answer the question.† â€Å"You will also increase your chances,† he continued, â€Å"if you are nice to King Dorian.† â€Å"Nice? They just assaulted me and threatened to rape me.† He gave me an exasperated look. â€Å"The king will see you now,† said Rurik dramatically, returning from inside the room. He held the door open for us. Trumpets wouldn’t have surprised me. The throne room was not what I expected. Sure, there was a dais with a chair on it, just like in the movies, but the rest of the room was in a state of disarray. A large space ran through the middle, for dancing or processions, perhaps, but the rest had an almost lounge sort of look. Small couches, chaises, and chairs were arranged around low tables set with goblets and platters of fruit. Men and women, again dressed in sort of a goth-Renaissance style, draped themselves on the furniture and on each other, picking idly at the fruit as they watched me. I was put in mind of the way Romans used to dine. More than gentry lounged around, however. Spirits and sprites and trowes and wraiths were also in attendance, along with an assortment of Otherworld creatures. The monsters of human imagining, side by side with magical refugees who had immigrated to this world. I wondered then if any other shaman had been this far into gentry society. I remembered Roland’s warning, that I could be taken right into the heart of their world. If only our kind had some sort of scholarly journal. The Journal of Shamanic Assassination and Otherworldly Encounters. I could have used this â€Å"research† to write a compelling article to share with my fellow professionals. Conversation dropped to a low hum as the gentry leaned over and whispered to each other, eyes on me. Smirks and scowls alike lit their faces, and I put on the blank expression I would wear going to meet a new client. Meanwhile, my pulse raced into overdrive and breathing became a bit difficult. Volusian trailed near me on one side while Rurik walked on the other. Wil and the others moved behind us. â€Å"Why all these people?† I murmured to Volusian. â€Å"Is he having a party?† â€Å"Dorian is a social king. He likes keeping people around, most likely so he can mock them. He keeps a full court and regularly invites his nobles to dine here.† We came to a stop. On the throne sat a man, Dorian, I presumed. He looked bored. He leaned into the arm of his chair, one elbow propped on it so he could rest his chin in his hand. It sort of made him view us at an angle. Long auburn hair, reminiscent of the trees outside, hung around him, highlighted with every shade of red and gold conceivable. He could have been autumn incarnate. He had the most perfect skin I’d ever seen in such a vivid redhead: smooth and ivory, with no freckles or rosy color. A cloak of forest-green velvet covered unremarkable dark pants and a loose, white button-up shirt. He had well-shaped cheekbones and delicate features. â€Å"Kneel before the king,† ordered Rurik, â€Å"and get used to being on your knees.† I gave him a withering glance. He smiled. â€Å"I’ll be happy to make you,† he warned. â€Å"Bah, enough. Leave her in peace,† intoned Dorian laconically. He didn’t change posture. Only his eyes portrayed any sort of interest in these goings-on. â€Å"If she’s been with you for the last hour, she deserves a break. Go sit down.† Rurik’s smugness flashed to embarrassment, but he bowed before the throne and backed off. That left Dorian and me staring at each other. He grinned. â€Å"Well, come here. If you won’t kneel, I at least want to get a good look at the ‘terrible monster’ they’ve brought to me. They all seem quite afraid of you. I confess, I didn’t really believe it was you when they told me. I thought Rurik had been into the mushrooms again.† â€Å"Do you know how many of our people she has killed and forcibly banished, sire?† exclaimed Shaya from somewhere behind me. â€Å"She took out three in under a minute just now.† â€Å"Yes, yes. She’s quite terrifying. I can see that.† Dorian looked at me expectantly. I shook my head. â€Å"I’m not moving until you offer us hospitality.† This made him sit up. He kept smiling. â€Å"She’s clever too, though, admittedly, asking for hospitality before you crossed our humble threshold would have been more clever still since any of my subjects could have attacked you just now.† He shrugged. â€Å"But we’ve made it this far. So, tell me, Eugenie, why – er, wait. Do you prefer Eugenie or Miss Markham?† I considered. â€Å"I prefer Odile.† That smile twitched. â€Å"Ah. We’re still clinging to that, are we? Very well, then, Odile, tell me what brings the shining ones’ most feared enemy to my door, asking for hospitality. As you might imagine, this is without precedence.† I glanced around at all the watching, listening people. Ignore them, ignore them, an inner voice whispered. Focus on Dorian for now. â€Å"I don’t really want to talk about it in front of the peanut gallery. I’d rather meet with you in private.† â€Å"Oh.† He pitched his voice for the crowd. â€Å"Well, well. Odile wants to meet with me in private.† I blushed, hating myself for doing it. Nervous laughter ran around the room, soon growing stronger and more confident as the king’s did. Interesting, I thought. I remembered Volusian’s comments about Dorian, and his soldiers’ hesitation about his wrath. These gathered people were sheep, obviously, ready to dance or laugh at Dorian’s command, but suddenly I wondered if they were sheep who also feared the whims of their capricious shepherd. I wondered if I should be afraid too. I kept my silence, not acknowledging his joke. He leaned forward, putting both elbows on his knees, letting his chin rest in both hands now. â€Å"If I offer you hospitality, you must reciprocate in kind. I’ll see that no one harms you in my household, but in return, you can harm no one under my roof.† I glanced back at Volusian. â€Å"You didn’t mention that.† â€Å"Oh, for God’s sake,† he hissed, displaying a rare loss of patience. â€Å"What did you expect? Take it before your imminent death becomes more imminent and robs me of my chance to kill you myself.† I turned back to Dorian. I didn’t like this turn of events. I didn’t like being in a nest of gentry, nor did I want to be at one’s mercy. Why was I here again? In my head, I summoned an image of little Jasmine Delaney, imagining her being tormented in a similar way over at Aeson’s court. Only she would be subject to more than just mockery. â€Å"I accept,† I said. Dorian regarded me in silence and then nodded. â€Å"As do I.† He looked up at the crowd. â€Å"Odile Dark Swan is now under the protection of my hospitality. Anyone who so much as lays a finger on her will get his own fingers chopped off and fed back to him.† He issued the threat with as much cheer as Volusian might have. A buzz spread through the crowd, not entirely pleased. â€Å"What’s to keep her from breaking her oath?† I heard someone mutter. Another said loudly, â€Å"She could slay us all!† Dorian’s eyes flicked back to me. â€Å"Did you have any idea what a creature of nightmare you are around here? Mothers tell their children Odile Dark Swan will come for them if they’re bad.† â€Å"Hey, I don’t seek them out. I only come for them if they come for me first.† â€Å"Interesting,† he said, arching an eyebrow. â€Å"But if that’s how you like it, so be it. I always admire women who know what they want in the bedroom.† â€Å"Hey, that’s not what I – † I hadn’t realized the extent to which our slang had permeated the gentry world. Theirs was a reflection of my own; things seeped through. He cut me off with a gesture. â€Å"I gave you hospitality, now come up here. I want to see the terror that haunts the darkness.† I hesitated, both from distrust and defiance to his taunting. Volusian’s voice whispered in my ear. â€Å"He will not harm you now that he’s given his word.† â€Å"I don’t know if I can really believe that.† â€Å"I do.† My minion’s voice was calmly serious. â€Å"You know I can’t lie to you.† Turning back to Dorian, I took the steps until I stood at the same level as his chair. I met his gaze evenly. â€Å"Look at those eyes,† he sighed happily. â€Å"Like violets in the snow. You smell like them too.† Beyond us, I heard another rise of murmurs in the crowd. â€Å"What’s got them all worked up now?† They couldn’t hear our discourse. His own eyes danced. They were golden-brown, the color of autumn leaves falling from the trees. â€Å"You’ve broken protocol. They expected you to stop one step lower. Instead, you’ve put yourself at the same level as me. The fact that I’m not chastising you means I’m treating you as an equal, like royalty. You should be flattered.† I crossed my arms. â€Å"I’ll be more flattered when we have the private talk.† He tsked me. â€Å"So impatient. So human. You’ve asked for my hospitality. You can’t expect me to not give it now.† He made a gesture with his hands, and spirit servants appeared, bearing serving platters of food. For some reason, I suddenly started thinking of the song â€Å"Hotel California.† â€Å"We were about to eat when you so kindly dropped in. Dine with us, and then we’ll have as many ‘private encounters’ as you like.† â€Å"I’m not stupid. I won’t eat anything in the Otherworld. You have to know that.† He shrugged, still sprawled out on his throne like a comfortable cat. â€Å"Your loss. You can sit and watch, then.† He rose gracefully and offered me his hand. I stared at it blankly. Shaking his head with mirth, he simply walked with me down the steps, not touching. â€Å"Where’s the rest of my group?† â€Å"Your servants and human friend are safe, I assure you. We’ve given them their own accommodations since they don’t have a guest-of-honor seat at my table, that’s all.† He beckoned toward a low, polished table, a bit larger than the others in the room. Like the rest, it was surrounded by sumptuous-looking chairs and sofas, patterned in bright brocades and velvets. Dorian settled down onto a small loveseat and patted the spot beside him. â€Å"Keep me company?† I didn’t dignify that with an answer, instead sitting down in the chair next to his sofa. It was a single seat. No one could sit with me. We were soon joined by about a dozen others, including Rurik and Shaya. She reported to Dorian that the people I’d injured had been healed and were recovering. True to my word, I didn’t eat any of the food set out before us, but I confess, it looked pretty good. Stuffed Cornish game hens. Fresh bread with steam still rising from it. Desserts I would have committed murder for. But I didn’t give in. One of the first rules of the game was to never eat outside your own world. Stories and myths abounded about those foolish enough to ignore that precaution. The other diners tried hard to pretend I didn’t exist, but Dorian was fascinated by me. Worse, he flirted with me. At least he wasn’t as crass as every other gentry I seemed to encounter, but I didn’t rise to any of it – even if it was charming at times. I took it all in with a stoic face, which seemed to delight him that much more. The other women at the table were less resistant. Any look, any word, and they practically melted with lust. In fact, many other people in the room also seemed to melt with lust. Very explicitly so. During and after dinner, I watched as people – couples usually, but sometimes more – touched each other brazenly. It was like being in junior high again. Some of it was just kissing. Some of it was heavy groping – a hand fondling the breast or sliding up the thigh. And some of it was†¦more. Across the room, I saw one woman climb on top of a man and straddle him, moving up and down. I was pretty sure they had nothing on beneath the voluminous folds of her skirt. At a table nearby, one woman was on her knees in front of a man, and she was – I hastily averted my eyes, turning back to my own table. I found Dorian’s gaze on me and knew he scrutinized my every reaction. Through some unspoken command, a blond slip of a woman slid into the empty seat beside him, the one I had refused. She draped a leg over his lap and wrapped her arms around him, kissing his neck. He moved one hand up her leg, pushing up the skirt to reveal smooth flesh, but he otherwise seemed oblivious to her as he regarded me and the other guests. Aside from the free love and utterly medieval setting, there was almost something, well, normal about this place. The gentry I’d run into were always causing trouble in my world. Luring humans. Using magic indiscriminately. But this was like any other social occasion or party. People knew each other and regarded their friends with warmth. They discussed love and children and politics. True, they were still foreign and other to me, but I could also almost see them as human. Almost. Needing to do more than sit there and stare, I reached into my coat and pulled out one of the two Milky Way bars I’d brought along. It was also a utilitarian move, seeing as how I was so hungry from watching all the feasting around me. Dorian immediately became intrigued. â€Å"What is that?† I held it up. â€Å"It’s a Milky Way. It’s†¦candy.† I didn’t really know what else to say about it. I wasn’t even sure what was in it. Nougat? I had no idea what the hell that foamy stuff was, save that it was delicious. He eyed it curiously, and I broke off a piece, tossing it over to him. He caught it deftly. â€Å"Your majesty,† exclaimed one of the men, â€Å"don’t eat it. It’s not safe.† â€Å"It won’t hurt me here,† rebuked Dorian in annoyance. â€Å"And don’t even start in about poison or I’ll let Bertha the cook have her way with you again.† The man promptly shut up. Dorian popped the piece into his mouth, chewing thoughtfully. Watching the expressions his face went through was almost hilarious. It took him awhile to work through all that gooey scrumptiousness, and I fostered a compelling image of him with saltwater taffy. â€Å"Entertaining,† he declared when he’d finished. â€Å"What’s in it?† â€Å"I don’t know. Some chocolate and caramel. A bunch of stuff sort of fused into other stuff.† One woman, her hair curly and brown, fixed me with a combative look. â€Å"That’s so typical of them. They twist nature and the elements for the sake of their perverted creations until they no longer know what it is they do. They are an offense to the divine, bringing forth monstrosities and abominations they cannot control.† A snappy retort rose to my lips, but I bit it off. Volusian had warned me to be nice. In light of their relatively civilized behavior at dinner, I could do no less, so my voice stayed calm. â€Å"Our monstrosities do great things. We can fix injuries you can’t. We have plumbing and electricity. We have transportation that makes your horses look like dinosaurs.† â€Å"Like what?† asked one of the men. â€Å"Bad analogy,† I replied. Shaya shook her head. â€Å"We can achieve many of the same results with magic.† â€Å"Magic couldn’t do much against my gun earlier.† â€Å"Our people survived. Only a human would brag about her ability to wield death.† â€Å"And you in particular would have good reason to,† pointed out Rurik. â€Å"No other human in memory has killed as many of our kind – spirits or shining ones – as you. You would have killed me last week if you’d had the strength. You would have killed our people in the woods today if you could have.† â€Å"I don’t always kill. I even avoid it if I can. But sometimes I have to, and when I do†¦well, then, that’s the way it goes.† Glowers regarded me all around the table. Only Dorian’s face stayed politely curious. â€Å"Rumor has it you’ve killed your own kind too,† he noted. â€Å"Doesn’t it keep you up at night to have so much blood on your hands?† I leaned back in my chair, as always trying to keep my emotions off my face. It did bother me sometimes, but I didn’t want them to know. I hadn’t killed many humans – only a handful, really – and most of it had been self-defense. They’d been humans working with gentry or other creatures to do harm in my world. That had justified the kills in some ways, but I could never ignore that I was taking a life. A human life. A life like my own. The first time I’d seen the light fade out of someone’s eyes – wrought by my hand – I’d had nightmares for weeks. I’d never told Roland about that, and I certainly wasn’t going to tell this group. â€Å"Actually, Dorian, I sleep very well, thank you.† â€Å"It’s King Dorian,† hissed a plump man across from me. â€Å"Show respect.† Dorian smiled. The others glared further. â€Å"The gods will punish a murderer like you,† warned one of the women. â€Å"I doubt it. I don’t murder anyone. I defend. Everyone I’ve killed was doing damage to my world or – in the case of those humans – helping your kind cause harm. Those who merely trespass, I don’t kill. I just send them back. It’s not your world, so I protect my own. That’s not a crime.† Dorian sent the blonde away with a quick motion of his hand and leaned over the couch so he could speak closer to me. â€Å"But you know it was once our world too.† â€Å"Yes. And your ancestors left it.† Shaya eyed me, cheeks flushing. â€Å"We were driven out.† Dorian ignored the outburst. â€Å"You gave us no choice. Once we were all one people. Then your ancestors turned away from the power within and sought it without. They built. They subdued nature. They created things with their hands and the elements that we had only thought magic capable of. Some even surpassed what magic could do.† â€Å"So what’s wrong with that?† â€Å"You tell me, Odile. Has it been worth it? You can’t have it both ways. The ability to force ‘magic’ from the world killed the magic within. Your lives shortened as a result compared to ours. Your sense of wonder disappeared, short of anything that can be proven by numbers and facts. Your people will soon have no gods but their machines.† â€Å"And despite all this,† observed Shaya bitterly, â€Å"humans continue to flourish. Why haven’t they been cursed? Why do they spawn like cats and dogs while our numbers suffer? They are the abominations, not us.† â€Å"Their short lives, their burning need to create before they die, drive that. Their bodies can’t help but produce life so readily. We do not feel that urgency.† Dorian grinned. â€Å"Well, physically we do, but subconsciously†¦our souls know we have time.† â€Å"That’s another wonder of modern medicine. We can help the infertile.† Dorian frowned, again more curious than angry. â€Å"Enlighten us.† I hesitated, suddenly regretting my comment. In as brief a way as I could, I explained artificial insemination and in vitro fertilization. Even Dorian had trouble stomaching that one. â€Å"This is how your numbers grow?† asked a woman near Shaya. Her voice was an awed whisper. â€Å"Only for some,† I told her. â€Å"Most don’t need it. If anything, I think we have too many babies.† Seeing their shocked faces, I felt a little bad about upsetting them with all this. After all, I was a big advocate of respecting cultural diversity. Yet that core belief of mine wavered around these people. Maybe that was unfair, but I had spent my life being taught that they were not human. They might seem so now, but I didn’t think one dinner could truly alter my ingrained views. Shaya shook her head, face pale. â€Å"This, then, is what has displaced us from our homeland. These are the things that forced us from the place we came from and into the world of spirits and lost souls. We lost to twisted creatures who breed easily, who rape and pillage the earth in homage to their metal gods.† â€Å"Look, I’m sorry it upsets you all so much, but that’s how it is. You guys lost. You have to deal. You did an okay job fighting, I guess. You still show up in a lot of fairy tales and myths. But you still lost. History’s like that. There are wars, and unfortunately, in the end, who wins and who loses is more important than who’s right or wrong.† â€Å"Are you saying your people were wrong, then?† asked Dorian quietly. â€Å"No,† I said with certainty. â€Å"Absolutely not.† â€Å"You’re very loyal to your own kind.† â€Å"Of course I am. I’m human. There’s no choice there – especially when your people do nothing but cause trouble for mine when they cross over.† â€Å"Look around this room. Of those gathered†¦I would say only less than twenty have ever visited your world. And of those, only a small amount ’caused trouble.’ You have degenerates in your world too. Yet, you wouldn’t use them to define your entire race as bad.† â€Å"No,† I agreed. â€Å"But I’d still punish them. Look, maybe I’m overly jaded toward your kind, but then, the only ones I’ve ever met have been the deviants. It’s hard not to judge.† Dorian stared at me for a long time, and I couldn’t read him. Everyone else looked like they would have killed me on the spot, if not for the hospitality prohibition. I wondered if I’d made Dorian mad enough to regret giving his oath. His thoughtful face changed to its typical expression, the perpetually amused and lazy one. He rose from his couch, sweeping the cloak behind him. Everyone else hastily followed suit. I took my time getting up. â€Å"I thank you all for a lovely evening, but I must take my leave now.† He spoke loudly, so that his words carried to more than just our table. Conversation in the room dropped. â€Å"I daresay my guest is growing restless and eager for some privacy, and I do so hate to disappoint.† The toadies laughed appreciatively, and I steeled myself not to blush again. Dorian glanced at me as we slowly walked out of the hall. â€Å"If I offered my hand again, I don’t suppose you’d take it?† â€Å"Not a chance. I don’t want to give them any ideas.† â€Å"Oh. Well. I’m afraid it’s too late for that, once they see where we’re going.† I cut him a warning look. â€Å"Where are we going?† â€Å"Why, to the most private of places. My bedroom, of course.† How to cite Storm Born Chapter Eight, Essay examples

Integrated Marketing Communications Campaing A Case of Surfers Again

Question: Describe about the Integrated Marketing Communications Campaing, a Case of Surfers Against Sewage? Answer: 1. Proposed campaign title The major income of the SAS charity results from the monetary contribution of the existing members of the foundation. However, the decrease in the number of members has required the foundation to undertake the promotional activities concerning recruitment and retention of members (Hackley, 2010). In this regard, the following will be an appropriate tagline to define the situation to the target market - No water, No life Be a priceless volunteer and save the oceans. 2. Communications context a. The market The charity or voluntary sector in UK is referred to as the third sector or the nonprofit sector. As per the reports of Forbes around one, 80,000 charities are registered in UK and all the charity operates based on the membership fees and individual donations. Some of the major operating charity foundations in UK are namely Alzheimers society, British Red Cross, Macmillan Cancer Support, National Trust and Age UK (Ivanov, 2012) . The Bloomberg financial reports shows that the consumer spending on the charitable institutions have reduced by one fifth since 2012 however the demand for charitable services have increased which has made the foundations in acute need for funds. The Charities Aid Foundation reports if the current market situation prevails then around 60% of the charities will close within 2020. The levels of UK consumers spending on the charitable services have reduced from 32.5% in 1978 to 27.4% in 2008. Engel et al. (2000) suggested that this variation in the charity expe nse depends upon the household income. b. The Charity consumer A recent study by Mintel shows that around 80% of the UK population are environment concerned and are ready to make donations. On analysis of the composition of the total population contributing for the charitable purpose, highest donations were recorded among the customers within the age group of 18 to 35 years (Gurău, 2008). The SAS survey reports shows that around 78%of the consumers within this age group are highly conscious about the negative effects of environmental degradation. Moreover, around 60% of the women contributed to the charity compared to men. However, on analyzing the sector receiving the highest proportion of donations it was recorded that the medical research institutes record the highest amount of donations. Figure 1: Donations to different sectors in UK (Source: Sas.org.uk, 2015) Apart from the environment and charity concerns around 55% of the UK population makes donations for getting tax benefits (Hayes, 2012). The following graph shows the percentage of adult population of UK giving charity in different years. Figure 2: Percentage of adult population of UK giving charity in different years (Source: Mintel, 2015) Cash donations are the most popular method s of donations among the UK customers because the direct cash payment can help the individual to get a tax benefit. However other forms of donations include payment through debit card, buying of charity services, event donations, cheque, membership fees and payroll (Jiang and Chia, 2010). Figure 3: Methods of receiving donations (Source: Mintel, 2015) In order to increase the amount of donations in the environmental sector and specially for the Surfers against Sewage fund the trusts should target the motivation of the customers. If correct charitable motivation can be given to the target customers then the retention and recruitment of new remembers will be possible (Houser et al. 2011). c. The current SAS promotion or member communication The major income of SAS is generated from the membership subscriptions. In order to increase the number of members especially within the age range of 18 to 34 years the foundation has initiated different promotional projects. The present membership packages of SAS are as follows: Family membership @ 30 annually Single membership @ 24 annually Group membership @ 10 per group members annually Lifetime membership @ 240 onetime payment (Sas.org.uk, 2015) SAS has taken an innovative approach of producing and educational film about a well known professional surfer to educate and inspire charitable activities on the beach. This promotional strategy was directed towards the young age group since they could connect to the life of the surfer and would join in the charitable activities (Finne and Grnroos, 2009). Apart from this the organization provides regular campaign updates in the members magazine Pipeline, provides discounts for items in SAS surf shop, accessories like key ring and car sticker and invitations to community services like cleaning of local beaches. In 2013 the foundation collected over 55,000 signatures from citizens regarding a camping supporting better protection in surf spots. The Unidentified Floating Objects (UFO) campaigns initiated by SAS involves in identifying items of marine litter on the UK beaches and remove them to make the sea cleaner. In 2012 the foundation had organized a spring clean activity on the local beaches (Sas.org.uk, 2015). 3. Objectives and audiences a. Proposed objectives The major objectives of the proposal are as follows: To devise promotional strategies in order to attract and recruit new members within the age group of 18- 35 years To generate strategies for the Charity to help them in long term retention of the recruited members and existing members To plan a financially reliable promotional strategy (Keerthi R, 2013) b. Target audience SAS will focus on a niche target market for generation of membership subscriptions. The major target market for SAS membership promotion will be the UK citizens within the age group of 18 to 35 years. SAS has selected this particular age group because according to Mintels report on Charitable Giving highest proportions of donations are available from citizens within the age group of 16 to 24 years. The UK government provides no age bar on the surfers hence the target population within this age group engages more in recreational activities like surfing and hence they are more aware about the needs of protecting the sea and the coastlines. Moreover, Kolsarici Nalca (2009) suggests that the younger population gets motivated in a positive manner regarding the donations. For further stress on the selected target market SAS will point its promotions towards the female citizens within this age group. According to Blythe (2009) it is easier to generate emotional influence on the female citizens more compared to the male citizens. The survey report of the charity market of UK also shows that around 60% of the donors are female. The target audience will also comprise of majorly professional and recreational swimmers and surfers of UK. c. Desired response Ranganathan et al. (2011) opined that a charity donation promotion would be successful if the authorities are able to make the customer think from heart and not from mind. The presence of numerous donation appeals in UK makes it difficult for the UK citizens to decide on the appropriate charitable fund. SAS should generate its new membership promotional strategies targeting the following factors: Audience thoughts: The promotional strategies will aim to generate rational thoughts within the target customers in order to trigger the need for charity memberships. SAS by promoting about the importance of environmental sustainability along with recreational activities will be able to generate a connection in the mind of the customers. Audience emotions: To generate memberships within the target audience, SAS needs to trigger the emotional cord of the target audience. However Conaway and Laasch (2012) suggested that charitable activities with a difference are able to generate more responses compared to normal charities. For instance, British Airways trust funds were able to collect high donations in respect to the Ebola promotions made by the employees. The British Universities were also able to generate high donations from alumni students on the grounds of development and alumni meets. Since the younger population donates for the positive feeling that they get from the donations hence the SAS should frame strategies that will make the target audience feel positive about their contributions (Robertson and Davidson, 2013). Audience behavior: The desired behavior after targeting the promotional strategy is that the target audience will at least enroll for a single membership on an annual basis in SAS. If the promotion is able to attract the commitment and attention of the target audience then SAS will hope that they will at least want to experience the charity and recreation activity. 4. Proposals a. Marketing and communication tools Keeping in mind the budget constraint, SAS should develop promotional techniques using individual creativity rather than usage of promotional media. The organization can organize a Keep the seas clean camping with the existing members in order to generate awareness among the citizens. The use of pamphlet distribution and handmade hoardings in different clubs, swimming associations and schools will also attract the awareness of the citizens to the SAS activities and generate membership response (Belch and Belch, 2012). SAS can make innovative promotion strategies like introduce a Do Good card system that will provide discounted surfing opportunities to individuals who will opt for membership subscriptions (Brown and Mason, 2010). To attract the young target audience SAS should focus on creation of strategies that conveys that volunteering is fun. In this regard SAS can opt for innovative video campaign which will include filming of a story of a volunteer having fun while surfing and also contributing to the cleanliness program of the beaches. b. Message The promotion aims to generate the importance of charitable contribution for maintenance of sea conservation and cleanliness (Shimp, 2010). The promotion though the various social media hash tags and video filming and radio advertising is aimed to generate a sense of responsibility within the community about the importance of serving the community for cleansing the seas. The membership recruitment promotions also shows that service contribution by the community citizens in the charitable activities concerning the sea and the beaches will be able to successfully make the seas safer and make surfing a memorable experience for the surfers (Mayor, 2009). c. Media The extensive use of the social media like twitter and Face Book will help the organization in attracting new members. The campaign can involve has tag promotions in twitter with the tagline #waterislife. The target audiences within the age group of 16 to 34 are majorly addicted to the social media platforms. Hence, the request for membership requirements on the twitter will generate huge responses and comments from the users and they will show interest in the subscriptions. However use of traditional advertising strategies will not be, suffice for the organization. Barker (2013) suggested that Radio advertising is a cheap source of traditional adverting media. Since SAS is restraining on the budget, hence the organization can effectively take the help of radio advertising to promote the recruitment campaign. Radio promotion will involve low cost and will help SAS to promote its message to all local citizens. Current promotions of SAS in the social media platforms show that the company makes 60% of its promotions in Twitter and 40% in Face Book (Waller, 2012). Hence, the organization can promote the SAS recruitment campaign through the social media sties because around 18% of the fundraising money is incurred from the peer-to-peer campaign of social media. With the help of the hash tag promotion in twitter, SAS will be able to connect and build relationships over the discussion topic with the targeted audience. The creation of a sense of engagement will help the organization to fetch members for the charity services (Caywood, 2012). 5. Evaluation methods In order to measure the effectiveness level of the advertising campaigns, SAS can evaluate on the following factors Donation figures: To evaluate the effectiveness of the promotional campaigns SAS should evaluate the amount of donations received in form of membership subscriptions or amount of donations received from sponsorships (Ofek, 2010). Changes in behavior of the members: If the retention rates of the existing members of SAS increases then the organization will understand that the promotional technique has been a success. Website hits and social media response: The positive or negative comments and the numbers of website hits and social media likes will also confirm the success of the promotional techniques. The Hash tag responses will be able to give SAS a practical view of the reactions of the citizens and the organization will be able to understand whether the promotions are able to generate sense of responsibility within the target audience. Membership recruitment conversion: The final evaluation will be made with the conversion rate of the members (Grimmer and Woolley, 2014). The major purpose of the promotion is to attract target members who would serve the community needs along with SAS. Hence, the number of individuals registering for the membership will confirm the success rate of the promotions. 6. Reference list Barker, R. (2013). Strategic integrated communication: An alternative perspective of integrated marketing communication?.Communicatio, 39(1), pp.102-121. Belch, G. and Belch, G. (2012).Advertising. North Ryde, N.S.W.: McGraw-Hill Australia. Blythe, J. (2009).Key concepts in marketing. Los Angeles, Calif.: SAGE. Brown, A. and Mason, K. (2010).The Child's Play Charity. St. Bonaventure, N.Y.: Jandoli School of Journalism and Mass Communication, St. Bonaventure University. Caywood, C. (2012).The handbook of strategic public relations and integrated marketing communications. New York: McGraw-Hill. Conaway, R. and Laasch, O. (2012).Communication in Responsible Business. New York: Business Expert Press. Engel, J., Warshaw, M. and Kinnear, T. (2000).Promotional strategy. Cincinnati, Ohio: Pinnafelx Educational Resources. Finne, . and Grnroos, C. (2009). Rethinking marketing communication: From integrated marketing communication to relationship communication.Journal of Marketing Communications, 15(2-3), pp.179-195. Grimmer, M. and Woolley, M. (2014) Green marketing messages and consumers' purchase intentions: Promoting personal versus environmental benefits, Journal of Marketing Communications, 20(4), pp- 231-250 (online via UWE library) Gurău, C. (2008). Integrated online marketing communication: implementation and management.Journal of Communication Management, 12(2), pp.169-184. Hackley, C. (2010).Advertising and promotion. Los Angeles: SAGE. Hayes, D. (2012). The Persuasive Power of Campaign Advertising , by Travis N. Ridout and Michael M. Franz.Political Communication, 29(1), pp.109-112. Houser, D., Morton, R. and Stratmann, T. (2011). Turned on or turned out? Campaign advertising, information and voting.European Journal of Political Economy, 27(4), pp.708-727. Ivanov, A. (2012). The Internets Impact on Integrated Marketing Communication.Procedia Economics and Finance, 3, pp.536-542. Jiang, P. and Chia, S. (2010). Developing Integrated Marketing Communication (IMC) in online communities: a conceptual perspective from search, experience and credence segmentation.International Journal of Internet Marketing and Advertising, 6(1), p.22. Keerthi R, A. (2013). Emotional Advertisement the Altering Realm of Integrated Marketing Communication.IOSR Journal of Business and Management, 15(3), pp.06-08. Kolsarici Nalca, C. (2009).Flexible models of integrated marketing communication effects. Mayor, S. (2009). Charity campaigns for drug companies to pool patents for newer HIV drugs.BMJ, 339(oct02 2), pp.b4056-b4056. Ofek, E. (2010). Marketing and Innovation Management: An Integrated Perspective.Foundations and Trends in Marketing, 4(2), pp.77-128. Ranganathan, S., Loebl, J. and Radosevich, D. (2011). Understanding students' responses to university-led charity campaigns: a study of a Haitian earthquake relief campaign.Int. J. Nonprofit Volunt. Sect. Mark., 17(1), pp.65-74. Robertson, K. and Davidson, J. (2013). Gender-role stereotypes in integrated social marketing communication: Influence on attitudes towards the ad.Australasian Marketing Journal (AMJ), 21(3), pp.168-175. Sas.org.uk, (2015).Campaigns | Surfers Against Sewage. [online] Available at: https://www.sas.org.uk/news/campaigns/ [Accessed 26 Feb. 2015]. Shimp, T. (2010).Integrated marketing communications in advertising and promotion. United States: South-Western/Cengage Learning. Waller, D. (2012).Developing your integrated marketing communication plan. North Ryde, N.S.W.: McGraw-Hill.