Wednesday, December 25, 2019
Consent Is Required For Every Invasive Medical Procedure
Apprised consent is required for every invasive medical procedure, from getting your auditory perceivers perforated to having an abortion.(Bob McDonnell). Apprised consent customarily is provided by the patient in a formal, indicted consent form. Apprised consent is a person s accedence to sanction something to transpire, such as surgery or other invasive procedure, predicated on a full disclosure of jeopardies, benefits, alternatives, and consequences of refusal. If congruous apprised consent is not obtained, the patient may recuperate damages in an action against the medico under different theories of instauration. Every human being of adult years and sound mind has a right to determine what will be done with his own body; and a surgeon who performs an operation without his patient s consent commits an assault, for which he is liable in damages. This is true, except in cases of emergency where the patient is insensate, and where it is obligatory to operate afore consent can be obta ined, more recently, many states have enacted patient bill of rights statutes. These laws proscribe treating a patient without first providing compulsory information to obtain apprised consent. They withal are predicated on mundane law principles and the premise that patients have the right to make decisions about their own medical care and treatment (Backlund v. University of Washington, 1999). the doctrine of apprised consent requires the medico to explicate the nature and probableShow MoreRelatedThe Ama Code Of Medical Ethics1520 Words à |à 7 Pages Informed consent is defined as ââ¬Å"permission granted in the knowledge of the possible consequencesâ⬠and is the backbone to honorable physician patient interactions. Unfortunately, throughout history there have been many cases where physicians have used a patientââ¬â¢s lower socioeconomic status to manipulate the obtaining of informed consent. The AMA Code of Medical Ethics predates back to 1847, yet cases continue to arise directly breaking their key principles. These principles include autonomyRead MoreIn Order To Ensure All Research Is Meeting Ethical Standards1529 Words à |à 7 PagesInstitutions in the United States. (Policies Procedures, Institutional Review Board, University Hospitals, Cleveland, OH, 2017) Examples of research that need board review will include, but are not limited to; placebo studies, studies that deviate from standards of care in the United States, studies that have a high risk that involves participants who are temporarily or permanently impaired unable to make informed decisions. (Policies Procedures, Institutional Review Board, University HospitalsRead MoreNursing Profession1208 Words à |à 5 PagesGCU Accountability of Nursing Professional NRS-430 Marina Reade April 07, 2011 Accountability of Nursing Professional Every health care member is accountable to their Profession ,Public ,Self,Clients,and health care agency.Accountability means they are able to explain the reasons behind their actions. Accountability facilitates self assessment and assume ownership of job role. Porter-Oââ¬â¢Grady Malloch(2007) replaced respnsibility with accountability. The word ââ¬Ë Responsible ââ¬ËRead MoreThe Fire Safety Events And Improve Overall Quality Essay1089 Words à |à 5 Pagestheir own medical mandates, each varying from state to state. States organize a set of mandates to ensure proper incident reporting. Health care organizations abide by such mandates in order to detect patient safety events and improve overall quality. The ensuing paper researches incident reporting systems from two separate states. Responsibility. Although not clearly stated, the responsibility of reporting incidents at both Utah and Minnesota institutions seemingly falls in the hands of every employeeRead MoreNegligence Paper1087 Words à |à 5 PagesNegligence Paper Wrong site surgery has become a frequent incident in health care facilities across the nation. ââ¬Å"Research in the US has suggested that wrong site surgery happens every 5-10 years, or one in 112,994 casesâ⬠(Edwards, 2008, p. 168). Recent studies have shown that despite the focus by governing bodies over wrong site surgery in the past few years, wrong site surgery continues to happen at an alarming rate of 40 times per week in the United States alone (ââ¬Å"Wrong-site surgery still happensRead MoreThe Deaf Child Should Not Be Legal1227 Words à |à 5 Pages ââ¬Å"A cochlear implant is a surgically implanted device that is capable of restoring hearing and speech understanding to many individuals who are severely or profoundly deafâ⬠(Tucker, 1998, pg. 6). The deaf child should be the one to consent to a cochlear implant regardless of their age. Receiving an implant at a younger age rather than waiting until the child grows older means easier development of speech a nd hearing (Sound and Fury). If they would like to gain the ability to hear and have the capacityRead MoreEssay on Medical Ethics in Drug Trials1223 Words à |à 5 PagesMedical Ethics in Drug Trials Thousands of people voluntarily enroll in clinical drug trials every year. They are putting their health and safety at risk by participating in a drug trial. One would think they would be doing this to promote medical advancement, but in all actuality, it is for the high dollar amounts they receive for compensation. People that frequently enroll in drug trials are often called ââ¬Å"guinea pigs.â⬠The monetary amount people are paid can go as high seventy-five hundred dollarsRead MoreEmployee Handbook Privacy Section1397 Words à |à 6 PagesIntroduction to Employee Privacy Rights This section of the employee handbook is provided as a guideline for employees to understand the company policy and procedures regarding privacy in the workplace. While this section cannot address every possible scenario that may occur, the general policy will serve as a basis of understanding the key workplace issues and employee privacy. This section addresses privacy issues related to personal background information, off-work activities, and the corporateRead MoreOperative Case Study : Patient Data1738 Words à |à 7 PagesPeri-Operative Case Study Patient Data Patient CB is a 36 year old African American Female. She has a past medical history of hypertension, acid reflux, heartburn, and a hernia repair one year ago. She is a nonsmoker and reports never taking recreational drugs. Diagnostic tests related to her diagnosis include an abdominal ultrasound showing gallstones, an x-ray to verify stone presence, and tenderness with touch on the abdomin. CB was having a cholecystectomy because she was having pain inRead MoreRaft Accreditation Audit Case Study Task I3301 Words à |à 14 Pagesbefore the procedure. See chart below: This is the universal protocol for preventing wrong site, wrong procedure, and wrong Patient Surgeries. In evaluating this, I must review all standards that go hand in hand with the time-out standard; per Nightingale Community Hospital policy, Site Identification and Verification (Universal Protocol). I will address the elements of performance for all three: UP.01.01.01; Conduct a preprocedure verification process. UP.01.02.01; Mark the procedure site, and
Tuesday, December 17, 2019
Essay about Thesis Document Management System - 11241 Words
College of Computer Studies Thesis Document Management System University of Perpetual Help System DALTA ââ¬â Calamba Campus College of Computer Studies Thesis Document Management System A Software Project Presented to the Faculty of the College of Computer Studies In Partial Fulfillment of the Requirements in Software Engineering Moreno, Ma. Angelica S. Pua, Abigail A. Torre, Juan Paulo I. March 2014 College of Computer Studies Thesis Document Management System University of Perpetual Help System DALTA ââ¬â Calamba Campus APPROVAL SHEET This Research and Development special project entitled College of Computer Studies Thesis Document Management System, prepared and submitted by Ma. Angelica S. Moreno, Abigail A. Pua, and Juan Pauloâ⬠¦show more contentâ⬠¦Through this proposed system, the organization will be able to minimize errors, expenses and laborious works thus improving quality and increase output. The software project has been reviewed using the ISO 9126 to evaluate the system quality. The characteristics that results a highest rank was the systems portability and the lowest criteria being assessed was the reliability of the presented system. After a comprehensive study of the information and application, the researched contained in this study has contributed towards a recommendation for further development of the College of Computer Studies Thesis Document Management System into a full software system. It will be a useful equipment inventory and locator system application for different sector such as business, academe, government because it will contribute a big part for document management system. vi College of Computer Studies Thesis Document Management System University of Perpetual Help System DALTA ââ¬â Calamba Campus TABLE OF CONTENTS Page TITLE PAGE................................................................................................................................i APPROVAL SHEET...................................................................................................................ii ACKNOWLEDGEMENT...........................................................................................................iiiShow MoreRelatedPlanning Of Implementation Of Proposed Work Essay1155 Words à |à 5 Pagesdocumenting process and more time is given for designing part. We can use the iterative mode for software development when the requirements of the complete system are clearly defined and understood and also the project is big scale. Figure 3.1: Iterative Waterfall Model GHRIET-Pune, Department of Computer Engineering, 2016 Fault Tolerant System For 3 hop routing protocol in HWNââ¬â¢s 11 Table 3.1: Implementation Plan Task Description Duration Literature Survey A research to investigate various MethodsRead MoreIntroduction Of A Supply Chain Management1564 Words à |à 7 Pagesa set of organizations that work together to take in raw materials, convert the raw materials into higher value products, and sell the products to the end customer (Kelly 2005). The management of these flows to generate profit is known as supply chain management (Sodhi and Tang 2012). Supply chain risk management (SCRM) is defined, very broadly, as the identification, analysis and evaluation of events that can have a negative effect on supply chain performance. SCRM also includes the implementationRead MoreProject Management Scheduling1657 Words à |à 7 PagesTitle Successful Project Management Scheduling outcomes: A Theoretical Comparative Analysis of networking techniques between Event, Chain with other traditional methodologies Research Question Why it is important to conduct a comparative analysis of Event, Chain with other traditional methodologies and investigate how it contributes in being Successful scheduling techniques in Project Management discipline? Introduction to Dissertation Nowadays, Project scheduling plays lot of benefactorRead MoreDifferent Types Of Knowledge Management1531 Words à |à 7 Pages1. Definitions Knowledge management is described as the capability of a company to research and develop new technology, disseminate it with purpose and under control, apply it on the products, services and systems. [1] And it is also the metrics of ability whether a company can maximize the profit from all knowledge assets by managing, protecting and leveraging knowledge or not. There are several types of knowledge which will benefit to company, such as working Experiences (especially experienceRead MoreAcoustic Emission Monitoring Of Propulsion Systems1089 Words à |à 5 Pagesââ¬Å"Acoustic Emission Monitoring of Propulsion Systems: A Laboratory Study of a Small Gas Turbineâ⬠, Doctoral Thesis, School of Engineering and Physical Sciences, Mechanical Engineering, Heriot-Watt University, United Kingdom, 2010. [2] R. K. Mobley, ââ¬Å"An Introduction to Predictive Maintenanceâ⬠, Elsevier Science, United States, 2nd Edition, 2002. [3] M. P. Appleby, ââ¬Å"Wear Debris Detection and Oil Analysis Using Ultrasonic and Capacitance Measurementsâ⬠, Master Thesis, Graduate Faculty of the University ofRead MoreManaging Workforce Training And Management For Economic Survival789 Words à |à 4 Pagestraining and management for economic survival (Kapp, 1999). Managing workforces involve both short-term and long-term decisions to determine the most effective practices and policies to close gaps and meet future workforce needs. While long-term decisions deal with the overall composition of the workforce and the number of workers to hire or fire, short-term decisions involve assigning workers to tasks often with an objective like meeting demand or cross-training. The focus of this thesis is on short-termRead MoreThe Impact Of Pre Colonised Australian And Its Indigenous Populations878 Words à |à 4 PagesThis essay will describe what the Gammage Thesis is and how it impacts on the perception of pre-colonised Australi an and its indigenous populations. The Gammage thesis is the theory that Australia in its entirety had been managed and shaped by the Aboriginal communities, tending to it as one might a private park. William Gammage, author of the book ââ¬Å"The Biggest Estate on EARTH: How Aboriginals Made Australiaâ⬠describes in great detail Australiaââ¬â¢s environment before and after the British colonisationRead MoreData And The Standard Model Of Its Representation As Well As The Applications Of Securing Provenance1557 Words à |à 7 Pageswork proposed in this thesis. As our research mainly concerns with securing provenance, Section 2.1 will cover provenance data and the standard model of its representation as well as the applications of securing provenance. Section 2.2 introduces graph databases that will be used later in storing provenance in our prototype. Section 2.3 explores workflow systems and workflow provenance. Section 2.4 illustrates the main security principles that will be tackled in the thesis and inference problem thatRead MoreThe Experimental Validation Of Theory1621 Words à |à 7 Pagestool. The conceptual framework will be used in order to determine the functionality and content of the tool. Tool content structures and sample questions will be created for two competences: Knowledge and Literacy. This tool will be an educational management tool that stays with NNES students from that first, unformed idea all the way through to the final draft. Outline and structure NNES studentsââ¬â¢ ideas, take notes, view investigation alongside their response on assessment and compose the constituentRead MoreElectronic Medical Records ( Emr )1245 Words à |à 5 PagesElectronic medical records (EMR) Introduction For centuries, paper-based records were the only way of communicating patientââ¬â¢s medical records throughout the health care system. Gradually, for the past two decades, the healthcare system has been transitioning toward computerized systems called electronic medical records better knowns as EMR. Dr. Clem McDonald from the Regenstrief Institute stated that his ââ¬Å"goal was to solve three problems, to eliminate the logistical problems of the paper records
Monday, December 9, 2019
Stakeholder Theory of Modern Corporation â⬠Myassignmenthelp.com
Question: Discuss about the Stakeholder Theory of Modern Corporation. Answer: Introduction With the advancement in technology and strict rules in regarding environmental pollution, the role of management in an organization is becoming more sophisticated. Trust is a crucial factor in the business environment. In building brand loyalty, managers must gain trust from customers and all the stakeholders of an organization. According to Harris, Moriarty, and Wicks (2014), trust can be viewed as the expectation that the decisions that a relationship partner makes will benefit the trusting partner. In today's business world, consumers expect a high quality of goods produced as per their expectations and specifications. The more complex issue in the management of organizations and building trust is that, as companies try to go global, they have to comply with regulations which differ from country to country. Managers face the challenge of maximizing profits while adhering to strict rules. On the other hand, businesses are increasingly becoming exposed due to the availability of med ia technologies which enable the public to scrutinize the behaviour and general performance of any business worldwide. Organizational theories have emphasized on integrity and upholding business ethics in making decisions that will have an impact on all the stakeholders. Using Volkswagen as a case organization, the paper is aimed at exploring the complex nature of organizations decision making in handling management issues with reference to institutional theory and stakeholder theory. Founded in 1937, Volkswagen is one of the largest manufacturers of automobiles. It operates as a public company in Germany, and it is headquartered in Wolfsburg (Forbes 2017). Due to the stiff competition in the automobile industry, Volkswagen has been involved in the manufacture of hybrid cars with state-of-the-art technology in order to maintain a competitive edge. The most recognized brands include Bently, Bugatti, Lamborghini, Audi, Porsche, SEAT, and Skoda (Forbes 2017, p. 1). With the increasing need to protect the environment, countries around the world have put strict regulations on the level of exhaust gas emissions from vehicles. This has led automakers to develop technologies to ensure that the vehicles being manufactured comply with the standards. The desperate need to comply with the Environmental Protection Agency standards in the United States made Volkswagen, under the management of Martin Winterkorn in 2015, to develop software, known as the "defeat device" which has the ability to manipulate the results of emission tests (Edwing 2016). The device has the capability to detect when the vehicle is being tested for carbon dioxide emission after which it adjusts the performance to achieve improved results (Hotten 2015). In that case, all the vehicles that were tested passed, but, in actual sense, they were emitting more carbon dioxide than the regulation agencies recommend. The public was shocked when the Environmental Protection Agency (EPA) found out about the device. Volkswagen had been involved in cheating which is in contrary to business ethics. Even after the EPA found out, the then CEO Mr. Martin Winterkorn denied the allegations, stating that he never knew about it. This showed a lack of transparency within the organization. Identification and Analysis of the Issues The problems surrounding the Volkswagen scandal can be described using the stakeholder theory and the institutional theory. It can be seen that the company wanted to achieve the goal of more profits by selling more diesel cars in the United States and across the world. When the Environmental Protection Agency tested the cars, it was discovered that some car models were equipped with 'duping' device which forced Volkswagen to recall over eleven million of their cars from the market around the world (Hotten 2015). After the revelation, the company became a target of regulatory investigations in various countries around the world such as the United States, France, South Korea, Italy, Canada, Germany and the United Kingdom who were trying to find out how many people were aware of the deceit within the organization (Zhou 2016). The stakeholder theory serves as an appropriate lens when analyzing complex perspectives of how stakeholders consider as valuable. According to Freeman (2012), stakeholder theory in the management of organizations and business ethics is one that addresses the morals and values that govern an organization. Freeman, Rusconi, Signori and Strudler (2012) argue that the theory does not have any comprehensive claims, but it is essential as it provides tools that organizations' managers can utilize in order to add value to their supply chain, tools to help the various stakeholders improve their relationships with the managers and tools that help scholars to understand how businesses create value along the supply chain. The stakeholders, according to Harrison and Wicks (2013), include everyone that is affected either directly or indirectly by the policies and decisions that a company makes. With this regard, the Volkswagen stakeholders include the shareholders, customers, employees, dealers, the environment, the companys executives and the governments. According to Stakeholders theory, Organizations are expected to act for the greater good of all the stakeholders. The companys decision to install cheat device so that their cars can pass the carbon dioxide emission test was an act of selfishness that was driven by the need to gain more profits. This act is against the stakeholder theory which advocates for the recognition of all the stakeholders. The companys decisions should always be aimed at satisfying and be in compliance with the expectations of the stakeholders. The Volkswagens response to the allegations further showed a lack of respect and transparency. According to Zhang, Veijalainen, and Kotkov (2016, p. 1), the responses provided by actors involved in a certain crisis is critical for the survival and growth of businesses. Lack of transparency when communicating to stakeholders causes negative image for the organizations (Zhang, Veijalainen and Kotkov 2016, p. 1). The Volkswagen CEO failed to use the language of stakeholders which would have made it easier for him to integrate business and ethics together. The CEO of the company lied to the public that he was not aware of the device which showed a lack of ethics and the necessary tools to handle a crisis. The management of the company was facing a trade-off between stakeholders and financial gains where instead, the management chose financial sustainability at the expense of the stakeholders. The actions taken by the management affected all the stakeholders in different ways such as loss of jobs, changes in the stock market, environmental issues and tarnished reputations. The institutional theory is another lens that can be used to analyze the issues surrounding Volkswagen. The theory mainly emphasizes on the aspects of social structure. An institution is defined by Scott (2014) as a set of rules and practices that define the meaning and what is perceived as appropriate social behaviour. Scott (2014) described the concept of institutions in three pillars, namely the regulative, normative and the cultural-cognitive pillars (p. 59-66). Based on the three pillars, rules can be understood as the formal regulations, social norms and obligations and the common understandings and beliefs. These rules have a significant influence on how organizations' managers think and act. The rules form the basis in which human beings handle issues and how they perceive things as necessary or morally correct. The application of this lens helps in understanding why individuals and organizations act in a particular manner. Based on this theory, managers are expected to demon strate social and environmental responsibility in carrying out their duties (Salvioni, Astori, Cassano 2014). The Volkswagen scandal shows a discrepancy between the organizations formal statements and the substantial behaviours. Volkswagen was highly trusted by its consumers and other stakeholders to uphold a business code of ethics in their operations. As such, based on the institutional theory, Volkswagen is expected to be transparent in conducting their business and how they communicate to the various stakeholders. Transparency, according to Ephraim (2016, P. 1), comprises of integrity, ethics, honesty, full disclosures, clarity and such factors that lead to good relations among stakeholders. When Volkswagen first delivered a press statement on September 18, 2015, the CEO said that the company was committed to fixing the issue as soon as possible. The message further stated that the company wanted to assure its customers and other stakeholders that their vehicles were safe to dr ive (US Media Site 2015). It can be seen that the message tone is formal and detached; it lacks transparency and empathy for the external stakeholders of the company affected in different parts of the world. It is apparent that Volkswagen vehicles were not safe since they were emitting gas above the permitted level. The message showed a lack of transparency. Based on the institutional theory, the management was supposed to acknowledge the mistakes and plan to correct, and not focussing on promoting the brand image. Recommendations Volkswagen strategies should be aimed to win the trust of customers back. Volkswagen should join an independent verification agency that would be responsible for confirming the performance of their vehicles. The company should partner with independent agencies which the customers can trust. Based on the stewardship theory, Volkswagen managers are expected to act as leaders in making decisions that would benefit the society as a whole. The World Business Council for Sustainable Development is an example of the agencies that Volkswagen can partner with. It is an internationally recognized organization that is aimed at creating sustainable future for businesses, society and the environment (Zhou 2016). Another strategy to win back customer trust is to post a bond as an assurance to the public that such a thing will never happen again. This calls for a strong leadership stands supported by the stewardship theory. The bond will indicate credibility. Volkswagen should make it public that if such a thing happens again, they will fully take responsibility by paying the bond to the European Commission of Automotive Industry and all the affected parties. This will make consumers and other stakeholders to believe that the company is ready to act for the greater good of the society. Conclusion Transparency and trust are important factors in an organization. It can be hard to gain customers loyalty but losing it can happen in just a blink of an eye. Regaining consumer trust is a hurdle which comes with several business and societal implications. Organizations are expected to act in a way that recognizes all the stakeholders and show responsibility in their dealings. Volkswagen has a role to the environment, consumers, shareholders and its employees. The company management should always have the stakeholders in mind when making decisions and in times of crisis. List of References Edwing, J., 2016. Martin Winterkorn, Ex-C.E.O. of Volkswagen, Is Under Investigation. The New York Times [Online]. Available at: https://www.nytimes.com/2016/06/21/business/international/volkswagen-winterkorn-germany.html?_r=0 Ephraim, P.E., 2016. Transparency and Ethical Considerations in Business Organizations: A Comparative Case Study of Crisis Relations Strategies of Volkswagen and Mitsubishi Motors. International Journal of Online Marketing Research, 2(2), pp.1-9. Forbes. 2017. Worlds Biggest Public Companies [Online]. Available at: https://www.forbes.com/companies/volkswagen-group/ Freeman, R.E. 2012. Stakeholder Theory of Modern Corporation. [online]. Available at: https://businessethics.qwriting.qc.cuny.edu/files/2012/01/Freeman.pdf Freeman, R.E., Rusconi, G., Signori, S. and Strudler, A., 2012. Stakeholder theory (ies): Ethical ideas and managerial action. Journal of business ethics, 109(1), pp.1-2. Harris, J.D., Moriarty, B.T. and Wicks, A.C., 2014. Public trust in business. Cambridge: Cambridge University Pres Harrison, J.S. and Wicks, A.C., 2013. Stakeholder theory, value, and firm performance. Business ethics quarterly, 23(01), pp.97-124. Hotten, R., 2015. Volkswagen: The scandal explained. BBCNews. [Online]. Available at: https://www.bbc.com/news/business-34324772 Salvioni, D.M., Astori, R. and Cassano, R., 2014. Corporate Sustainability and Ethical codes effectiveness. Scott, W.R., 2014. Institutions and organizations: Ideas, interests, and identities. Sage Publications. US Media Site. 2015, September 18. VOLKSWAGEN STATEMENT REGARDING EPA INVESTIGATION. [Online]. Available at: https://media.vw.com/release/1064/ Zhang, B., Veijalainen, J. and Kotkov, D., 2016. Volkswagen Emission Crisis: Managing Stakeholder Relations on the Web. In WEBIST 2016: Proceedings of the 12th International conference on web information systems and technologies. Volume 1, ISBN 978-989-758-186-1. SCITEPRESS. Zhou, A., 2016. Analysis of the Volkswagen Scandal Possible Solutions for Recovery.
Sunday, December 1, 2019
Stereotypes Of Men In Advertisements Essays - Gender Studies
Stereotypes Of Men In Advertisements Visual representation of reality, as seen through mass media, is acknowledged by sociologists to be influential in shaping people's views of the world. Our everyday realities are articulated mostly by what we see in the media. The role of advertising in this interpretation of reality is crucial. The target audience's self-identification with the images being a basic prerequisite for an advertisements effectiveness, makes advertising one of the most important factors in the building of behavior models and values systems. The way a certain notion is managed at a visual level determines how people will perceive this notion and whether they will identify with it or not. Meaning is encoded in the structure of the images, which thus become potent cultural symbols for human behavior. The framing and composition of the image, the setting, the symbolic attributes and every other element in its structure, all are engaged in the effective presentation of the underlying notion. What do images of the male body in advertising reveal about the notion of masculinity today? What is todays model man? Is there consistency in the visual representation of masculinity or are there competing images of it? In this study I will do a content analysis of the portrayal of men in 20 magazine advertisements. 5 ads were taken from Maxim, a mens magazine targeted at 20 to 30 something males. 4 were taken from Mens Journal, a mens magazine targeted at men from 30 to retirement age. 5 were looked at from Harpers Bazaar, a womens magazine targeted at adult women. 4 were taken from Allure, a womens magazine targeted at women in their 20s and 30s, and two were taken from Entertainment Weekly, an entertainment magazine with a non gender specific target audience. I selected these ads by tearing out all of the ads in each magazine with a man or men in them, scattering them face down on the floor and picking up a few. I intend to look at these ads as a group of 20, looking at collective similarities among them and any common stereotypes and themes in the way these ads portray men. I also intend to examine any general differences between the ads fro the mens magazines, and those from the womens magazine s, as well as differences along product lines. I expect to see reinforcement of the stereotypes discussed in Denise Kervins study as well as the stereotypes delineated by other authors cited in this paper. I expect that these reinforcements will occur as much as, but in a different way than is seen earlier in time as discussed in the various literature cited in this paper. I also expect that these stereotypes will be equally present, yet will manifest themselves differently depending on the target audience and product being pitched. Dominant discourses surrounding gender encourage us to accept that the human race is naturally divided in to male and female, each gender realistically identifiable by a set of immutable characteristics. In Foucaults terms, relations of difference are social constructs belonging to social orders that contain hierarchies of power, defined, named and delimited by institutional discourses, to produce social practices. Gender differences are symbolic categories (Saco, 1992:25). These categories are used to ascribe certain characteristics to men and women. The representation of those characteristics determines how men and women are presented in cultural forms, and really whether an individual is identified as masculine or feminine. It is important to understand the big role that media, in general, and specifically advertisement plays in maintaining an ingrained gender hierarchy. The closer study of mens and womens images as presented in advertising should result in uncovering the messages about their identity and role in society. Until recently, masculinity in the media was not considered problematic since there was the notion that masculinity is not constructed. Masculinity remains the untouched and untouchable against which femininity figures as the repressed and/or unspoken (Holmlund, 1993:214). During the 1990s this notion started to change since a significant decline in portrayal of mens traditional roles became obvious. Until then though, qualities such as being aggressive, autonomous and active were always naturally attributed to men. Until mid 80s men also seemed to be the only ones that occupied powerful
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