The Effects Of Different Ugc On Users Marketing Essay

The Effects Of Different Ugc On Users Marketing Essay Since the advent of Web 2.0, social media, such as social networking sites and user-generated services, have emerged into mass use Boyd and Ellison, 2008. Academic research is starting to explore related concepts, such as social networking sites (Boyd and Ellison, 2008; Utz, 2010), user-generated content (Shao, 2009), and social media (Walker Rettberg, 2009). Basically, what characterizes user-generated content (UGC) is the fact that consumers are the ones producing, designing, publishing, or editing the content in the media (Krishnamurthy and Dou, 2008), i.e. the service is user-created. Social media in turn enable people to share and interact with each other and the content becomes more democratized (Drury, 2008). User generated content (UGC) is fast becoming one of the most valuable and influential sources of information in the on-line world, supporting millions of consumers who have come to rely on product and service reviews to support the purchase process. There is considerable interest in the value of UGC and its antecedents. Research shows that product reviews, for instance, influence consumer search and product choice, enhance sales forecast quality, affect product sales, and drive viewership (Chevalier and Mayzlin, 2006; Godes and Mayzlin, 2004; Li and Hitt, 2008). Current research on UGC has focused mainly on the motivations of consumers to produce UGC. Studies on brand-related UGC and its causality to brand perceptions is still in its infancy. It has been mentioned as part of future research to study consumers of UGC who are individuals exposed to brand-related UGC to investigate whether simply viewing rather than creating UGC may effect a change in consumer perception of brands. (Ch ristodoulides, et. al., 2012). Future research has also been suggested to distinguish between incentive- and non-incentive driven UGC and examine differences in terms of drivers and brand perceptions (Christodoulides, et. al., 2012). As consumers are increasingly performing activities previously controlled by companies, the entire marketing landscape is changing. Therefore, companies need to better understand the changing behaviour of consumers, in order to create mutual benefits from the use of social media (Heinonen, 2011). This research is an extension of current work to examine the effects of the different types of UGC on users perceptions of brands. This research is an exploratory study to address this subject by first discussing current literature on UGC and its relation to brand equity. Then, the design of the study and its results are presented and discussed. The research hopes to bring new knowledge about the positive and negative influences of UGC on brands, and highlights managerial implications for brand-related activities on online platforms containing UGC. 2 Literature Review: User Generated Content (UGC) and its growing influence in brand marketing The term social media here refers to user-created services, such as blogs, online review/rating sites, social networking sites, and online communities. The term consumer is used to describe the individual user that is active in the social media, however, not necessarily only consuming the media but also performing other activities, such as participating in, using, or producing activities.(Heinonen, 2011). Consumption means reading the content that is posted by other users; participation occurs when people comment on others creations, and production means posting ones own content on the site (Shao, 2009). In brief, information technology is empowering consumers, and their role is shifting from being passive recipients of information to becoming active generators of information (Stewart and Pavlou, 2002). Research has suggested that the classic notion of individuals as mere consumers is outdated and that consumers should also be seen as active producers of business value (Heinonen, 201 1). Marketers think that brand-related UGC is a more effective and targeted way of reaching disparate audiences than standard paid media (Lovett, 2011). The recent boom in social media provides opportunities for more targeted distribution of branded content (Lovett, 2011). Social networks are not just targeting tools but rather egalitarian and inexpensive platforms for broadcast and distribution (Lovett, 2011). Many websites such as YouTube, MySpace, Facebook, Twitter and weblogs enable consumers to easily create UGC (Dwyer, 2012). With the enormous interest in social media and user-generated content on these sites, consumers are seen to be actively contributing to the marketing content. A significant amount of UGC concerns brand-related material (Burmann and Arnhold, 2008). For example, recent evidence shows that about 70 percent of brand-related searches on social-networking sites such as YouTube, Facebook, and Twitter relate to UGC (360i, 2009). This active consumer behaviour is changing the media and marketing landscape as consumers are invading companies marketing sphere (Berthon, et al.2008). Some of the online activities performed by consumers may influence the company image and brand positively whereas other consumer activities are perhaps not favourable (Heinonen, 2011). This is explained by a finding that consumers of UGC often consider it more credible than professional content (Cheong and Morrison, 2008). Hence, negative UGC can have harmful implications for building and sustaining a brands market presence. It is, therefore, important for managers to understand the impact of UGC on brands (Berthon, et. al., 2008; Christodoulides, 2009). One of the motivation for social media activity is information processing. A key activity in information processing is sharing information and experiences, and accessing shared knowledge online. Contrary to factual information that has lower trustworthiness, opinions were considered to be reliable and value adding. It was felt that UGC is a reliable way to get opinions of products. As they do not benefit anything from advertising a certain product, producers who create product reviews are seen to be more motivated to tell the truth. When the truth is unfavourable, this may negatively impact consumers perception of a brand and their subsequent decision to use it (Heinonen, 2011). Information processing is also concerned with applying knowledge from UGC for utilitarian purposes. This activity often results in monetary benefits and economic gain. Higher levels of brand awareness and associations may prompt perceptions of choice and progress cues (Hoyer and Brown, 1990). When applying su ch knowledge appropriately, UGC may inform consumers selection of brands. Thus, we hypothesise: H1: The platform type of incentive-driven UGC has an effect on the users awareness of the sponsoring brand. H2a: The platform type of incentive-driven UGC has an effect on the users related purchasing decisions of the sponsoring brand. H2b: The users general opinion on the bias-ness of incentive-driven UCC has an effect on the difference between the effects of the platform type of incentive-driven UGC in the users related purchasing decisions of the sponsoring brand H3a: The platform type of positive incentive-driven UGC has an effect on the users evaluation of the sponsoring brand. H3b: The users general opinion on the bias-ness of incentive-driven UCC has an effect on the difference between the effects of the platform type of incentive-driven UGC in the users evaluation of the sponsoring brand. 3 Research Design and Measures This study used the uses and gratifications approach as the theoretical fundament. This method is commonly used in internet studies, see for example (Sangwan, 2005), (Papacharissi and Rubin, 2000) or (Kaye and Johnson, 2002). The approach assumes people using media actively and goal orientated and according to their needs (Katz and Blumler, 1974). This implicitly means that people know their needs and can articulate them. The uses and gratifications approach is seen to be appropriate for studying the motivations of people using media (Lin, 1996). To complement the perspective given through the uses and gratifications approach, the study used concepts common in economic theory, namely the consideration of monetary rewards and signalling incentives (Lerner and Tirole 2002). This means of data gathering has been found useful in a number of studies concerning user motivation (Lakhani and Wolf, 2005; Hars and Ou, 2002; Hippel and Lakhani, 2003). The authors develop a questionnaire to capture quantitative data administered via survey of a small sample of NTU graduate students. The chosen procedure for recruitment has the disadvantage not to be statistically representative (Ruggiero, 2000). It is therefore an exploratory study. The survey questionnaire was sent out to about 100 people, of which the return rate was 68% with 68 users. The questionnaire was in the form of an online survey, which was emailed to the randomly selected participants in the form of an embedded link. The survey was open for 2 days. Of the 68 responses, all of them were useable with no incomplete responses. The brand awareness construct was measured through one item, while the users purchasing decision of the brand construct was measured through three items. Finally, the users evaluation of the brand construct was measured through eight items. In all of the items, survey participants are asked to rank their responses based upon a 5-unit Likert scale of 1 to 5 (1- Strongly Agree; 2 Agree; 3 Neutral; 4 Disagree; 5 Strongly Disagree). For each of the dependent constructs relating to the users perceptions of brands, we calculate the sum of all the results of the survey items relating to that construct respective to each platform type (namely Facebook-related UGC or product review). Then, we begin by first conducting reliability analysis for each of the construct. A paired t-test was performed to test if there is any significant difference between the effects of the platform types of incentive-driven UGC on each of the constructs to test the postulated hypotheses. For the dependent constructs of the users related purchasing decision of the sponsoring brand, and the users evaluation of the sponsoring brand, a further linear regression analysis was performed to test if the users general opinion of the biasness of incentive-driven UGC has an effect on the difference between each platform types sum of all the results of the survey items relating to each of those dependent constructs (i.e., difference =[sum of Facebook-related survey items for construct A] [sum of product reviews-related survey items for construct A] ) 4 Results In the testing of the hypothesis H1, it is found that the difference between incentive-driven UGC on Facebook and in the form of product reviews is not statistically significant (p = 0.816, ÃŽÂ ±=0.05). Therefore, H1 is rejected. However, there is a moderate correlation between the users awareness of the sponsoring brand as a result of incentive-driven UGC on Facebook and the users awareness of the sponsoring brand as a result of incentive-driven UGC in the form of product reviews, and the Pearsons coefficient of 0.543 is significant at ÃŽÂ ± =0.05 (p In the test for the next hypothesis H2a, two analogous sets of 3 items are used; one set for measuring the construct of users related purchasing decisions with respect to incentive-driven UGC on Facebook and the other for incentive-driven UGC in the form of product reviews. In the initial reliability analysis, Cronbachs alpha for each of the Facebook and product reviews-related set of items was 0.802 and 0.891 respectively. The mean of the users related purchasing decisions as a result of incentive-driven Facebook-related UGC is 8.82, which suggests an almost neutral opinion on the average for each of the three survey items (3 = neutral). Similarly, the mean of the users related purchasing decisions as a result of incentive-driven Facebook-related UGC is 9.05, which suggests a neutral opinion on the average for each of the 3 survey items (3 = neutral). The mean of the users related purchasing decisions as a result of incentive-driven Facebook-related UGC was not significantly different from that of the users related purchasing decisions as a result of incentive-driven UGC in the form of product reviews (p =0.539, ÃŽÂ ±= 0.05). Thus, H2a is rejected. However, there is fairly moderate correlation between the two variables, and the Pearsons coefficient of 0.338 is significant (p =0.005, ÃŽÂ ±= 0.05). In the testing of the hypothesis H2b, the R2 value is 0.158, and there is a statistically significant negative linear relationship (standardised coefficient ÃŽÂ ² = -0.398) between the users opinion of the bias-ness of incentive-driven UGC and the difference in the platform types effect on the users related purchasing decisions (p = 0.001, ÃŽÂ ± = 0.05). In other words, the more the user agrees that the incentive-driven UGC are biased, the greater the positive effect that product reviews will on the users purchasing decisions than the same by Facebook-related UGC. Thus, hypothesis H2b is accepted. In the test of the hypothesis H3a, two analogous sets of 8 items are used. One set is for measuring the construct of users evaluation of brands with respect to positive incentive driven UGC on Facebook, and the other for incentive-driven UGC in the form of product reviews. Cronbachs alpha for each of the Facebook and product reviews-related set of items was 0.891 and 0.926 respectively in the reliability analysis. The mean rating of the users evaluation of the sponsoring brand as a result of Facebook-related UGC or product reviews are 22.35 and 22.94 respectively, both of which denote that the average opinion is between that of agree and neutral for each of the 8 survey items in each set. The mean of the users evaluation of brands as a result of positive incentive-driven UGC on Facebook was not significantly different from the same as a result of positive incentive-driven UGC in the form of product reviews ( p = 0.510, ÃŽÂ ± = 0.05). Thus, H3a is rejected. However, there is moderate correlation between the two variables, and the Pearsons coefficient of 0.385 is significant (p = 0.001, ÃŽÂ ± = 0.05). In the testing of the hypothesis H3b, the R2 value is 0.231, and there is a statistically significant negative linear relationship (standardised coefficient ÃŽÂ ² = -0.480) between the users opinion of the bias-ness of incentive-driven UGC and the difference in the platform types effect on the users related purchasing decisions (p 5 Analysis and Discussion In summary, there is no significant difference between the platform type of online incentive-driven UGC (whether Facebook-related UGC or UGC in the form of online product reviews) in their effects on all of i) the awareness of the sponsoring brand; ii) the users related purchasing decisions of the sponsoring brand, and; iii) the users evaluation of the sponsoring brand. However, there is a significant difference between the platform type of online incentive-driven UGC on the constructs of purchasing decisions and evaluation of the brand when the users general opinion of the bias-ness of incentive-driven UGC is taken into consideration. 5.1 When users general opinion of the biasness of incentive-driven UGC is not considered The results seem to suggest that there is no difference between the efficacy of both incentive-driven Facebook-related UGC and incentive-driven customer product reviews in furthering brand awareness. This may also hint of an overall fairly even amount of exposure that users currently have of both Facebook and websites/blogs. The lack of difference between the efficacy of both Facebook-related UGC and product reviews also seems to extend to the users related purchasing decisions of the sponsoring brand. This also seems to support the view that in fact that the users related purchasing decisions (whether their own or when advising a friend or relatives purchasing decision) had less to do with any type of UGC then the factors that they are directly exposed to when they are in a store or at the point of purchase (Edelman, 2010). Those information such as product placement, stock availability, packaging, pricing and sales interactions, are more crucial in influencing the users related purchasing decisions. Despite that, a user may still put off the purchase if they realise that the actual product is different from what is represented in other promotional materials online or offline (Edelman, 2010). The results also suggest that neither type of incentive-driven UGC, whether on Facebook or in product reviews, has a greater effect than the other in boosting the users opinion of the brand. It seems to reflect that the users acquisition of information in their evaluation of the product is multi-faceted, and does not rest solely on a single platform. 5.2 When users general opinion of the biasness of incentive-driven UGC is considered Of the 68 participants, 45.6% of them agree (36.8%) or strongly agree (8.8%) that online incentive-driven UGC are generally more biased than balanced, while a substantial 30.9 % of them are neutral on this. 41.2% of the surveyed participants also agreed or strongly agreed that extremely biased online UGC has a greater impact on their impression of the brand than moderately biased online UGC, while a significant 35.3% of the group remained neutral. The results suggest that when the user feels more strongly about the biasness of incentive-driven UGC, he has a tendency to trust the product information encapsulated within product reviews more than those reflected on Facebook contributed by other users. This might be possibly due to the more detailed textual information that the typical product review has than the average Facebook post, which tend to be more sporadic in nature. The results also support the findings in a study by McKinsey, that most consumers in the study are observed to have headed directly to Amazon.com, a major online shopping website hosted in multiple countries. There is a wealth of customer reviews on related products on the website, where customers can obtain more detailed product information and conduct their own product comparisons (Edelman, 2010). It is thus not surprising that Amazon.com is found to be one of the top influencers in brand equity, as it is where customers are influenced in both their evaluation of the product and purchasing decisions (Edelman, 2010). 5.3 Limitations and Suggestions for Future Research There are several limitations in this study. One limitation of this study is the small sample group size. Although the Cronbachs alpha in the reliability analysis was more than 0.7 for the data used in testing the hypothesis, a larger number of survey participants would allow for a more representative sample. In addition, the current study only focuses on two main platforms, namely Facebook and product reviews in blogs and websites for the studying of incentive-driven UGC. The inclusion of other platforms, such as the micro-blogging platform Twitter, and LinkedIn, a business networking platform that is gaining prominence for use in marketing companies and brands, might also have possibly shed more light on their respective effects on brand perceptions. Further, there is no specific brand that is used as a case study for this research. Sentiments may be highly mixed when responding to the survey questions as the participants are likely to have in mind different brands as their subjects for analysis. Hence, possible future work as an extension of this study could include a longitudinal study that is focused on representative brands across several product categories to analyse the efficacies of UGC on different product categories. It is also found that differences in culture and language can affect the users actions and behaviours when writing reviews, and in turn, such differences influences the disparity in product ratings creating their own online UGC related to products and brands, which in turn can influence others user perceptions of the brands in concern (Decker Trusov, 2010). Therefore, it would be useful to also study if differences in culture and language of UGC also have an effect on the users perception of brands. 6 Managerial implications The results of the current study have several implications for the marketing manager. Firstly, the lack of a difference in efficacy between Facebook-related UGC and product reviews and an average opinion that is almost neutral that either platform has influenced the user in his awareness of the sponsoring brand, showed that neither platform should be neglected by the manager in the online marketing plan when promoting a product or brand, nor should the manager put an over-emphasis of the marketing budget on these two platforms versus other online marketing mediums. Secondly, the manager may also consider allowing customer reviews on the companys own retail website for its products, if there is one. Such a feature will allow the growth of a virtual community of customers, and will also increase the time that a user spends on the website, thus boosting product sales (Mudambi Schuff, 2010). The social functions available on the retail website provide added value to the customer, and will exert a positive effect on brand equity through a more enhanced customer experience (Kumar Benbasat, 2006). 7 Conclusion

Why Women are obsessed with Appearance

The human physical appearance is very vital in the development of social relations with the others as they interact. The appearance is also important in relation to an individual’s personality. Because human beings are influenced by what they can see, physical attractiveness of a person plays a very important role in social relations. The physical characteristics or features that are seen in men and women are an expression of sexual dimorphisms in human. This is due to the physical differences that exist between men and women. A woman’s physical appearance affects how she socially interacts with other women and men because when it comes to the appearance, human beings have proved to be very sensitive to variation in appearance. Some of the factors that can be attributed to variation in appearance include age, genetic factors, diseases and personal adornments. Physiological differences between individuals can be seen in physical features such as the body hair, height, bodyweight, hair colour, shape of the ears and nose, body deformations and body shape. Appearance can also be affected by short term occurrences such as crying, skin colour changes and sexual arousal. In the contemporary world, the appearance of an individual whether a man or a woman is considered to have great significance. This is especially true for women who are considered to be very concerned and obsessed with their appearance. Cornell(Cornell,1998) states that women have in the past years expressed their determination, dedication and great efforts as they seek to get equal opportunities with the men. To women, they have been denied equal opportunities with the men who have dominated the world for a long time. Through their appearance, women can win the attention that they may fight for feminism. This has made many women to invest their time, efforts, and resources in order to attain an appearance that is desirable to them. Although men are also concerned about their appearance, majority of men do not allocate as much time, energy and financial resources to enhance their certain appearances like women do. Changing someone’s physiological features whether in long-term or short-term has become an issue of concern for many, whereby personal effects and clothing have become important in promoting changes in appearance for women. The use of decorative objects, body shape altering devices, cosmetics, body modifications, change of haircut or hair colour, and changing dressing styles have become very common in women. Technological advancements have resulted to new and more advanced ways of changing the appearance, a good example being cosmetic surgery. Plastic of cosmetic surgery is now being embraced as one of the most advanced way that is currently available to women who would like to change their physiological appearance. In this paper, the reason behind women’s obsession with their appearance will be discussed. The discussion will be based on the theory that women are obsessed with their appearance because of their concern of their future existence and the need to maintain their feminine identity. Discussion There are many reasons why women are obsessed with their appearance. However,the reason why certain individuals may be obsessed with their appearance may vary depending on the experiences one have had in her life. Some reasons seem to contribute greatly to the obsession women have with their appearance. These reasons will be discussed below; 1. Women’s concern about their future existence. Women are considered to be concerned about their appearance due to the influence their appearance have on their future. This opinion is also supported by Gillis et al (Gillis et al, 2007). The future existence of a woman is based on her attractiveness. This is a factor that many women may not be consciously aware of. Women’s anxiety about the future promotes their engagement in efforts that aim at making their appearance more attractive. Because women pursuit for attractive appearance is related to future, their obsession with appearance is centrally tied to their relationships with men. This is because. The future of women depends on co-workers, husbands, employers, and lovers who are men. One reason why women show their obsession with their appearance is the conviction that a woman’s life if fulfilled and her continued existence guaranteed depending on her ability to attract and be attached to a particular man. This ability defines what her future holds for her. In almost all societies, relationships between men and women are considered to be very important. Even in the ancient societies, women were viewed as very crucial since they played the important role of mothers and wives. A woman’s ability to attract a man, especially the one who she can marry is to some extent related to her physical appearance. This is in relation to her body shape, body size, colour of her skin and hair, and her natural beauty. In order to share power and wealth, many women tend to enhance their bodies’ potential as objects of men desires. This gives a woman’s body great sexual significance in the society. Women invest their time, energy, efforts and resources to enhance an appearance that will be desirable and attractive to men. This is especially true when it comes to a man who proposes to marry a woman. Apart from a woman’s concern about her appearance before marriage, appearance still remains an important issue even in marriage. In the contemporary society, a woman’s worth and acceptance is promoted by her being married. To many, marriage still remains the natural mode of a female being a woman. Price and Shidrick (Price and Shildrick, 1999) state that since the ancient times, the societies have given certain socioeconomic and historical positions to woman. These positions restrict women to take care of the households and children and they have been for some time strengthened even more by the commercial media. Women’s obsession with appearance does not entirely depend on their personal preference to pursue attractiveness. Their pursuit for attractiveness emanates from the need to give their bodies some power. The power that women acquire through the appearance of their bodies determines what kind of a husband they get and also how they relate with employers or co-workers. It is these people who define how her future will be like. Therefore, a woman’s obsession with appearance can be attributed to her desire to give her body some power that will ensure she gets a good husband and family in the future, as well as assure her of her success as a result of good relations with male co-workers or employers. Women use decorative or attractive items to enhance their appearance that attracts the right men. For instance, cosmetics and jewelry still remain as very important personal effects to a woman. These items increase a woman’s beauty and make her more attractive to men who are likely to be beneficial to her life in future. Pharmaceutical companies are now manufacturing many and different cosmetic products for women to use in their pursuit for attractiveness or good appearance. Marrakchi (Marrakchi, 2006) links women’s obsession with their appearance to the production of harmful and toxic cosmetic products . These products which have been viewed as contributing to the many cases of diseases such as cancer in the modern society. Decorative objects such as earrings, bracelets, necklaces, and rings have become part and parcel of many women’s lives. In an ideal traditional marriage, a woman’s beauty is seen as though to be exchanged with a man’s power, wealth, and influence. Because marriage becomes part of a woman’s future, enhancing an attractive appearance that will assist her attract a good husband has promoted a woman’s obsession with good appearance. Her future that depends on how well she can attract good men as a potential husband determines how far a woman may be willing to go in order to get the â€Å"right† appearance. The appearance to her will in future give her some worth and will ensure she is accepted in the society if she relates to the right men. The future existence of a woman is promoted by the happiness she gets in life and the fulfillment of romantic love that she receives. Gerhard (Gerhard, 2001) asserts that the society has made marriage attractive and desirable to women by associating future happiness and fulfillment of romantic love to a marriage. Future happiness and fulfillment or romantic love is associated with a marriage. Because the society tends to present a marriage as an institution that makes women acceptable and gives them some worth, some women fear that they will loose their worth if they fail to attract men who can marry them. Because a woman may consider being married as â€Å"doing the proper thing†, her ability to attract a man for marriage becomes her focus. The fear of being seen as a failure or a â€Å"social misfit† if she is not married motivates a woman to seek an attractive appearance. By ensuring that she remains attractive, a woman increases her opportunity to have her romantic love and happiness fulfilled. Furthermore, her worth and acceptance in the society is retained, a situation that increases her happiness. A woman’s failure to attract men makes her loose her worth or makes her feel that she is not as good as other attractive women. Women’s obsession with appearance can therefore be attributed to their desire to get happiness and fulfillment of romantic love in future. In addition, her attractive appearance boosts her self confidence and esteem hence she feels that she has great worth in the society. For example, in some societies, women who do not get married may not be highly regarded. As compared to their married counterparts, unmarried women are viewed as people who are not happy or are unfulfilled in relation to romantic love. When marriage becomes an important institution for a woman in future, ensuring that one gets married has led to their obsession with an appearance that they seek to have so as to attract men they are likely to marry. 2. The need for a woman to change with the changes in the society A society is always dynamic, which demands that the society members embrace changes that occur. Phillips (Phillips, 2004) holds the opinion that changes that are experienced in the society determine the kind of a society we will have in future. The changes in turn result to changes in the peoples’ attitudes and lifestyle. The changes that have been experienced in the contemporary society have made the people to adopt an attitude that thinness is beauty. The opinion that the thinner a woman is the more attractive she is continues to encourage a huge number of women to adopt a lifestyle that promotes one’s body thinness even at the expense of an individual’s health. The opinion that for one to be attractive they have to be thin has become very popular. This has altered the eating lifestyles of the people by promoting dieting and physical exercises. For instance, many teenagers have been found to be engaged in dieting practices with the aim to obtaining small body sizes so as to resemble their skinny and thin role models. The media is flooded with advertisements that display a woman’s body thinness as the ideal and more attractive feminine body shape as compared to average or huge women. For instance, the current fashion industry has promoted modeling as a very lucrative career for those who are determined to become successful models. Women who are tall and thin are now being viewed as the most beautiful. Consequently, the women’s’ desire to resemble the thin and tall models they view as the most attractive has promoted their obsession with appearance. Even for women who are successful in other career fields other than modeling, there seems to be a belief that a good career cannot be a substitute for an individual’s attractiveness. Attempts by women to make themselves more attractive by becoming thin has led to the manufacture of a wide range of weight losing equipment or products and their sale in the market. Although some items are important to promote health, some equipment and items have ended up affecting the users’ bodies negatively. Dieting has become the order of the day for some women whereby some women starve themselves in their efforts to cut down weight or to remain thin. Whether women’s efforts to remain thin are encouraged for the right reasons still remains debatable. Obese or overweight women are currently viewed as lacking the proper feminine body. In addition, a woman who is youthful looking and fashionably thin is considered to be more attractive to the modern man as compared to those fat-looking women. To many women, an individual who is fat or big in size is seen as experiencing psychological problems and is inadequate and incompetent by failing to manage their body size. Hence she becomes a person who fails in adjustments. Because being huge is considered as a sign of lack of control, women who are overweight or huge are looked down upon. Therefore women who do not loose weight to be thin tend to see themselves as objects of rejection and hate. Furthermore, they look at themselves as inevitable failures. This undermines an individuals self esteem leading to isolation, pretended cheerfulness, and loneliness. In the North American society, being thin translates to† looking good† for young girls and women. This means that the girls and women should do almost everything possible so as to avoid becoming fat or to remain thin. Having a fair and clear skin has become an important factor in the definition of attractiveness. Increased desire to remain thin and to have a fair skin has led to women’s’ obsession with their appearance. 3. Womens struggle to retain their feminine Identity Women’s struggle to retain their feminine identity is another factor that has promoted their obsession with their appearance. As explained by Hill (Hill, 2000), women consider their body shape, body size, and their personality to define who they are. A woman relates who she is to the behaviours and qualities that the society considers appropriate for her. Some of the features that shows a woman’s’ feminine identity include, kindness, submissiveness, patience and gentleness. Throughout history, women have gone to extreme ends to bring out features or characteristics that strengthen their feminity. For instance, large breast size in the contemporary society is considered an important feminine trait. Many women in the western culture are now emphasizing on their cleavage to promote and enhance their femininity. This they do by wearing clothing that emphasizes of their breasts and cleavage. High heeled shoes have become very common with women despite the discomfort they cause them. Plastic or cosmetic surgery has become a lucrative business for the professionals who are trained in that field. Many women, especially the wealthy ones are now turning to cosmetics surgery as a solution to the old skin, old age and unattractive body shape. Due to the woman’s preference for an ideal body shape that resembles that of the models, altering the body shape is now being done through cosmetic surgery. The process is expensive which makes it difficult for majority of women to afford it. Those that cannot afford cosmetic surgery services however go for other options of changing their body shapes. For example, pharmaceutical companies sometimes manufacture drugs and equipment that can enhance hips, breast and waist size as an individual would like to have. The body dysmorphic disorder (BDD) has been attributed to women’s’ failure to acquire feminine appearance they would prefer. Many industries that are doing well in the market depend highly on the women’s’ investment as they seek attractive appearance. The pursuit of women’s attractiveness has overtaken their lives. The search for feminine attractiveness has made any work of beautification that does not fall within the domain of promoting feminine characteristics to be insignificant. Perfecting appearance through the perceived appropriate feminine characteristics has become the major concern and work that women engage in. By ensuring that their feminine identity is maintained and enhanced, women’s’ body have become a road that maps their future identify. The appearance of their body defines the women’s feminine identify. In the contemporary society, a woman’s’ body is being used to map her future territory. Good examples are the many beauty contests that are currently being witnessed all over the world. The media has been very instrumental in promoting the beauty contests, a situation that continues to convince women that they cannot be beautiful unless they resemble the models. For example, the â€Å"Miss Universe† and the â€Å"Miss World† contests are now being held every year with contestants from almost all nations of the world participating. Various attires are constantly being designed in order to be won by the participants. In addition, the contestants embrace various techniques of enhancing their attractiveness in order to win the coveted title of being the worlds’ most beautiful woman. Winning the contest becomes the greatest dream to come true. This has contributed to women 4. A reaction to lack of space in a male-dominated world Women’s’ obsession with appearance is a reaction to lack of space in a male dominated and male defined world. According to Ashe (Ashe, 2004), women even in the modern world just like in the past live within spheres that have been defined and demarcated by the men. For instance, women have been confined to low paying jobs, kitchen and bedroom. Modernization has changed this and this has made the women want to break out from the spatial confinements they have acquired. They are therefore becoming aggressive and competitive with the men. The women are then considered to be a threat to the male power. When women fail to access spaces that for many years have been occupied by men, they are seen as failures and it becomes their fault for lack of achievement. On the other hand, women who use their feminine identity to access the male dominated spaces are criticized as having no brains. Due to this, women are said to suffer from an inferiority complex which some say it’s an incurable psychological condition. As some women fight for their future space to compete equally with men, they need to move out from the spheres that have been demarcated for them by men. The women are seen as fighting for equal positions with men. This is because, confining women to the kitchen, bedroom and low paying jobs is seen by many women as oppressive situations that women have been for many years been put in due to their gender. Breaking out of the oppressive situation for many women has encouraged their efforts to pursue attractive appearance. Unfortunately, for many women who try to fight for equal positions with men through their appearance end up destroying their lives and their bodies. Because fighting oppressive situations becomes their major focus in life, anything that the woman does to attract attention and prove themselves out to men becomes an obsession. Enhancing their appearance tends to make women feel better because they can be able to attract attention that for a long time women have been denied by male domination. When women are carried away by their desire to seek attention in order to counter their feelings of inferiority, making their appearance attractive becomes an obsession. 5. Efforts to attain equality with men The common identity of women in reference to men has made women to rely on what men define as female attractiveness. In many cultural set ups including the contemporary society, men seems to dominate. This includes their opinion on what is right or wrong for a woman to do. Due to the specialization of the role of men and women in the society, the man is more superior to a woman. Man becomes the subject and the absolute while a woman becomes â€Å"the other† In the modern North American corporate capitalism society, a woman’s’ identity relates to that of a man. Her appearance is identified whether it is attractive depending on her ability to present her appearance as feminine according to a man’s view of a woman’s attractiveness. To acquire some security and safety in a society where her identify is described in reference to men, women work very hard to attain recognition and security through good appearance. This has no doubt contributed to a woman’s obsession with their appearance. Women may alienate themselves from their bodies when self and body becomes divided. This may make women to have their bodies transformed into ugly, unruly and out of control objects. The self on the other hand becomes a web of reproach and hatred for an individual. This means that a woman who goes through such an experience is willing to submit her body to appearance enhancing practices even if they are harmful. Dressing styles such as tooth braces and casts are now being used to fight the woman’s identity as â€Å"the other†. Conclusion In the contemporary world, the physical appearance has become a major concern for many people. The most affected are the women, seen in their obsession with their appearance. People are now using a wide range of products to bring about changes in their appearance. Examples of products that are being used to enhance appearance include cosmetics, decorative items, and body shape enhancing products, jewelry, rings, body paintings, and tattoos. Since the ancient times, women have always used certain products and products to change their appearance by enhancing their beauty. Many societies support thisHowever, what for many years have been search for beauty has turned into an obsession for women. Appearance is no longer seen just as a way of promoting physical beauty, but also as a way of ensuring future existence for women. In a male dominated society, women have had to fight for equal opportunities with the men (feminism). In their quest for equality, women to some extent have used their uniqueness as women to take up roles and position that have for a long time been dominated by men. The need to change their lifestyle, to maintain their feminine identity, to fight for equality, and to secure their future existence makes women obsessed with their appearance.

Organizational paradigms Essay

Every organization is different and there is no perfect organizational paradigm that fits an organization in all situations. Even though the most common organizational paradigms are hierarchies, holarchies, coalitions, teams, congregations, societies, federations, and matrix organizations there are many more kinds that exist which are a combination of these with a few extra attributes. â€Å"What is clear is that all approaches have different characteristics which may be more suitable for some problems and less suitable for others† ( Horling & Lesser, 2005) I feel that among these organizational paradigms a combination of hierarchical and team based designs offer the best of the attributes. Because, hierarchical structured organizational is one of the oldest and time tested paradigms with very clear advantages over the other paradigms. A hierarchical organizational design helps decomposition and that is its major advantages. In addition, hierarchical organizations are formed with number of departments each with a hierarchy of its own and that helps the organization tackle large scale projects and scaling is comparatively easy depending on the need of the situation. They are also the simplest to understand and induction of new employees and their reporting system are comparatively more systematic and well organized. The trouble with hierarchical systems, however is that they tend to develop bottlenecks and decision making processes tend to take longer. That is the reason, for my belief that if the hierarchical organization create teams within itself, it would improve the overall flexibility of the organization and avoid the creation of bottle necks. Because teams are set of employees who work towards a common goal supporting and coordinating with each other. Whenever a larger problem crops up that cannot be handled by individuals the team can take care of them and take the organization forward. References Horling & Lesser, 2005, A Survey of Multi-Agent Organizational Paradigms, retrieved May 14, 2009 from http://polaris. ing. unimo. it/didattica/cas/L6/Lesser_OrgParadigms. pdf

Soviet Rock ‘N Roll - 1498 Words

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