Friday, February 21, 2020

Ommunicating sexuality Essay Example | Topics and Well Written Essays - 2500 words

Ommunicating sexuality - Essay Example Until 1985, the definition of heterosexuality inferred that to be a heterosexual was natural. The Shorter Oxford English Dictionary of 1970 defined heterosexual as â€Å"pertaining to or characterized by the normal relations of the sexes† (Sullivan 2003, p. 119). In its 1985 publication, The Shorter Oxford English Dictionary defined the term heterosexual as involving and relating to â€Å"or characterized by a sexual propensity for the opposite sex† (Sullivan, p. 119). All indications are that the roots of prejudice against bisexuals and homosexuals are tied to the presumption that heterosexuality by definition is normal. By implication, the definition of heterosexuality means that any sexual identity that is not heterosexual in nature is decidedly abnormal. Despite this modification of the definition of heterosexuality, Western society for the most part continues to adhere to the belief that heterosexuality is the â€Å"norm† with the result that â€Å"homosexual relations are stigmatized† (Caplan 1987, p. 2). Caplan explains: Nonconformity to the norms of heterosexuality threatens the dominant ideology’s view of sex as ‘innate’ and ‘natural’ (Caplan 1987, p. 2). Therefore both historically and culturally, we live in and are exposed to a heterosexually driven world which forms the basis of the popular understanding of human sexuality. ... ern society for the most part continues to adhere to the belief that heterosexuality is the â€Å"norm† with the result that â€Å"homosexual relations are stigmatized† (Caplan 1987, p. 2). Caplan explains: Nonconformity to the norms of heterosexuality threatens the dominant ideology’s view of sex as ‘innate’ and ‘natural’ (Caplan 1987, p. 2). Therefore both historically and culturally, we live in and are exposed to a heterosexually driven world which forms the basis of the popular understanding of human sexuality. Essentially, that understanding for the most part is that heterosexuality is the ideal sexual identity. The construction of this normative heterosexual world was tested by Kitzinger (2006, p. 169) who analysed a series of conversations harvested by conversation analysts over approximately twenty years. The result was that co-conversationalists took for granted that the world was predominantly heterosexual. Regardless of their own sexual preferences or sexual identity, the co-conversationalists reflected and reproduced â€Å"a profoundly heterosexual social order† (Kitzinger 2006, p. 169). It would therefore appear that even homosexuals and bisexuals have resolved that heterosexuality is the norm. As a dominant norm, heterosexuality is â€Å"ageless† (Katz 2007, p. 8). In other words, historically, heterosexuality marked the underpinnings of sexual identity. Essentially, the male dominated institutions previously functioned to align heterosexuality with masculinity. This heterosexual masculinity is hegemonic and functioned to perpetuate an ideology which not only defines, but also sets standards for the sexuality of both young women and men (Holland, Ramazanoglu, Sharpe and Thompson 1998, p. 13). This historical and cultural background accounts for the

Wednesday, February 5, 2020

Criticize of Marketing Myopia article Essay Example | Topics and Well Written Essays - 1000 words

Criticize of Marketing Myopia article - Essay Example He argued that there is no such thing as a growth industry, what is there is growth opportunities that one should take advantage of to enhance their welfare. Levitt also gives people a better understanding of misconceptions like the belief that growth is guaranteed by an expanding population. Instead, the commodities released should target a certain gender or age. He also shows that mass production does not always yield as expected due to imbalances in the scale of production. Mass production results to low cost per unit as the output increases. In production, one should focus on the quality of produce rather than the marketing. Good quality output markets itself as compared to poor quality ones that have to be pushed into the market. Since most enterprises needs lie on maximizing profits than it is more appropriate to focus on the company’s needs rather than customers’ needs. A brilliant marketer creates products that suit the consumer and are affordable. Good quality products in the market gain popularity faster when compared to poor quality ones by competitors. This gives the market true illusion of what your products are like. Theodore Levitt gives companies a clue on how to maintain efficiency with its rising popularity. An increase in output quantity tends to reduce unit cost, and if not monitored it pulls down the business. Through maintaining efficiency, companies are likely to enjoy larger profits and experience growth. He discards the belief that no competitive substitutes of outstanding products exists in the market. This is an entirely irrational belief. Every product in the market have their substitutes, it is only that you have not done the research on more products in the market. He mentions that, we should not focus on short-term benefits. The long run benefits, which most of the firms are not ready to wait. With changing times, people tend to change on preferences and tastes and therefore this prepares the business firms for these changes in the future. The short focus is what the author refers to as myopia. He gives examples of the railroad and oil industries that can be taken over by other close competitors. He adds that there is no guarantee on product obsolesce and gives an example of petroleum products which were used since time immemorial up to date but has never been exhausted. Technology improvement cause this and the discovery where other sources of energy have been resolved to hence the decline on use of petroleum products. The most salient thing on Levitt’s article is on maintaining the business in the market for the longest time and enjoying maximum profits. Business firms should set long-term goals to help them serve their customer needs in a more appropriate and reliable manner. This helps the products get established and therefore with time It dominates the markets. However, what Levitt has missed out is that he only talks of myopia back then not putting into consideration the present t imes whereby myopia has taken a different turn. There exists new forms of myopia especially where entrepreneurs’ get single minded instead of venturing into different fields in the market. Maybe accommodating other stakeholders in the market would help enhance venturing into the diverse existing opportunities. Another problem comes in when the firm misinterprets the true definition of a customer and satisfying their needs. With the changing times consumer