History Of Massage And Massage Therapy Nursing Essay

History Of Massage And Massage Therapy Nursing Essay Massage therapy is the manipulation of the soft tissue on the body by a practitioner through the movement of their hands and arms as well as advanced techniques. Massage has been used to help people relax as well as a way to help treat minor ailments as a complement to other medication or treatment. As A Whirlwind Tour through the entire History of Massage webpage states Massage is a universal instinct. From the day they descended from the trees, humans have known that it helps to rub a sore limb and that to touch is beneficial. So since then we have used and developed the skills and techniques through the years into the massage routines we see and use today. History of Massage; Throughout ancient history many different countries have been using massage and developing their skills as well as passing these down through the years. They have been borrowed, stolen and shared through different times as well as different places geographically around the world, many of the different types of massages resemble each other as techniques have been copied, borrowed and shared. Pre-historic people used to practise some forms of therapeutic touch or massage as there has been evidence to suggest that they used to massage their muscles and rub herbs and oils onto their bodies to help with healing or to protect as this has been found in caveman paintings and drawings showing the giving and receiving of massage. After then the next stage that has been recorded in history to show the major use of massage where the Chinese in around 3000BC in a book called Con Fou of the Tao-Tse. As mentioned in the eBook History of Massage, Therapies Rules in China for years, blind people where the main masseurs. According to A Whirlwind Tour Through the entire history of Massage Chinese writing dates from around 1400BC, near the start of the Shang dynasty, and it from around this time that we can reliably date massage. It was in China that the first exam in massage was sat about fifteen hundred years later as an addition to the occult studies schools. Around the same times as China the Egyptians also used massage and this has been depicted in tomb paintings of individuals being Kneaded by others. The Japaneses received their knowledge from China through the study of Buddhism and soon customised the techniques which became known as anma, which later became Japanese Shiatsu. According to The history of Massag e: Learn How Massage Dates Back over 5,000 Years Ago The primary goal of Shiatsu is to raise the energy level in the patient. In turn, this increased energy level regulates and fortifies the functioning of the organs and stimulates natural resistance to illnesses. The practitioners use a variety of techniques to pressure points on the body to balance the energies and work without needles or other equipment to do so. However, some sources believe India was practicing massage before the Egyptians and the Chinese while others believe they might have acquired it from China a little later so the dates of when India first started to use any forms of massage range from around 3000BC to between 1.800-500BC. Massage in India is referred to in ancient Hindu books such as Ayurveda (Art of Life) which was written around 1800BC. It describes how movements such as shampooing and rubbing were used to relieve tiredness, increase energy levels and improve general health. Francesca Gould in Body Massage for Holistic Therapists (2004). After this stage in history the next step in the time line is around 2000BC when the Greeks and Romans first started to use massage in the early foundations of their civilisations. The ancient Greeks used the knowledge from the Egyptians massage techniques, and it was given to the athletes, women and soldiers as described in History of Massage, Therapies Rules. The Greeks wrote many books on massage including some written by Homer, Aesculapius, Herodotus and Hippocrates who was the Father of Medicine. It was the Greeks who used to rub up the body towards the heart to help the venous and lymph in that direction, they also used this technique to move sickness towards the centre of the body to where is can be expelled with the waste materials. The Romans however used massage as more of an indulgence than as a medical therapy; it was saved for those who could pay for it. The Romans received massage from the Greeks and enjoyed bathing before a full body massage and it was said that even Julius Caesar was pinched every day. The Roman gladiators were vigorously massaged before fights to make sure their muscles where warmed up and supple. Galen was the main figure in Rome for massage but he was actually Greek, according to A Whirlwind Tour through the History of Massage he lived from 130AD to 201AD and he acquired his knowledge of anatomy and physiology through working with the gladiators. Massage then was used as an alternative for exercise to help relive their excessive eating and drinking. Massage was used throughout the different tribes in North America before the Europeans arrived, some tribes would massage/rub down their warriors before and after battle or rub ointments into ailing joints or muscles. Massage has also been seen through a variety of different countries through history including those such as Persia, Kurdistan, Thailand, Tibet, Indonesia and Hawaii. The most recent history of massage can be seen is western civilisation. The earliest record was written by Ambroise Pare (1510-1590) but he was ridiculed for his publication. However by the time Henrik Ling (1776-1839) became the father of modern western massage it had become less of a ridicule. As the History of Massage, Therapies rules tell us Henrik Ling once put. We ought not to consider the organs of the body as the lifeless forms of a mechanical mass, he wrote, but as the living, active instruments of the soul. And through this he finally developed the system known as Swedish massage. Massage has now moved back towards the old holistic attributes instead of the physiological attributes so we are back to seeing massage in the same way as the ancient Chinese, Egyptians and Greeks once saw the therapy. As reported by The Massage Bible, during the first World War injured soldiers were treated with massage, while the Californian bodywork movement in the 1960s combined massage with personal growth. There are many different kinds of massage practiced today all over the world and many of them can be received by almost anyone unless they have a specific reason that it cannot be preformed. There are a few different people who have been in the forefront of massage in modern history and those are Cornelius E. Who is the Father of massage in the USA, David Palmer, the Father of chair massage, Dr Tiffany Fields, the Mother of massage research and Jack Meagher the Father of sports massage. In figure I. In the appendices is a time line of the history of massage along with the cre ation and history of other therapies this has been take from the eBook History of Massage, Therapies Rules. Massage Principles and Holistic Experience: To decide if massage is a holistic therapy first of all we need to know what holistic means and according to thefreedictionary.com Holistic means Concerned with wholes rather than analysis or separation into parts. And with this definition we shall determine whether or not massage is a holistic experience. A massage whether it is a Swedish, Shiatsu or any other form of massage moves across the whole surface of the skin missing only a few vital places which are left for either health and safety reasons or due to the intimacy of the area. Most massages that even just incorporate one certain area such as an Indian head massage or even reflexology they all use different points of that area to correspond with different areas or energies upon the body. With different energies running throughout in specific channels which move around the entire body, when a massage is preformed to the whole body or even just a small portion of the body such as the hands, feet or head all the energies are involved which in turn incorporates the body as a whole. With this in mind a massage can be believed to be Holistic as this matches with the definition of holistic in taking the body as a whole instead of a separation of its individual parts. There is only one reason as to not treat a certain part of the body and that is due to a contra-indication such as pregnancy where you would not touch or massage the abdominal area or is say someone had a fungal infection upon their feet you would not massage their feet and would move onto the next step of the massage itself. These contra-indications could be on a temporary basis or they could be permanent and therefore this client would not be able to receive a treatment. There are some contra-indications such as cancer, epilepsy and a few others which would need a doctors approval before a treatment could be carried out upon the client for insurance reasons. For example for epilepsy if you do not know the trigger for a seizure and you had not received a doctors approval for the treatment and the client unfortunately had a seizure upon your table then the client might decide to sue the practitioner for causing this, this is why doctors approval is sought. Due to the Health and Safety at work act 1974 all employers and employees must maintain a high standard of health and safety in the work place as described in F. Goulds Body Massage for Holistic Therapists. Employers are responsible for the health and safety of anyone who enters their premises. If an employer has more than five employees, the work place must have a health and safety policy, of which all staff must be aware. There are many different procedures in the work place that all employees must adhere to such as the first aid and fire procedures, all employees should know where the first aid kits and fire extinguishers/ exits are located within the building for the safely of themselves and the clients, It is advisable however, that all practitioners are first aid qualified themselves in the event of an emergency. From the clients point of view the practitioner should know these things as well as have a basic understanding of personal hygiene in the sense of washing their hands properly, being of a clean and presentable appearance and be dressed appropriately for the treatment. This is due to the intimate nature of the massage with the close skin to skin contact as strong smelling perfumes or strong body odour can be very unpleasant for the client. A general knowledge of health and safety is beneficial for the example to clean up spillages as and when they happen as to avoid trips, slips and falls of either the client or yourself. A good general idea of protecting your equipment is ideal as oils and creams can become a hazard if left un-cleaned from the treatment table as this could cause a slip or the degrading of your equipment such as the vinyl of the table tops. For insurance purposes the practitioner must ensure that they do not perform a massage while they are unwell or when the client is contagious due to the spread of infection and should always wear gloves if they have any open areas upon their hands. This is for their own protection and that of the client as to not pass anything between them or onto any other client from the previous client. However it is also important to know if the client is well enough to receive the treatment, for this the practitioner must refer to the contraindication lists to see whether or not the client is acceptable to treat. The client should also be aware that at any point the practitioner is legally allowed to refuse treatment for withholding information or for unacceptable behaviour. The practitioner must also get the permission off the client at all times before a treatment if they can touch the client themselves, and they must ensure the client understands this and what is going to happen during the tr eatment for insurance purposes for the protection of both the client and practitioner. Personal safety for the practitioner is also important; these include the correct posture and the compression of the wrists. If either of these are incorrect then the practitioner later in their career could cause themselves more pain due to repetitive strain on the joints and could cause more damage if continued. To help prevent this the right table height should be selected for the practitioner as well as the correct foot wear to help with posture, also the right hand movements should be followed to help prevent the compression of the wrists. The most important piece of safety a practitioner should adhere to is their own safety when working with a client on their own such as a residential call or even in their own rooms at their treatment centre. If doing a residential call then the practitioner should only really perform these on clients that already know, they have a personal phone number for and they should always make sure someone knows where they are at which times and check i n after the appointment with either a family member or work colleague to show they are safe. If they get a new client after a residential call they should always follow the rules of asking for the residential phone number and insist upon phoning the day before the treatment to see if they still wish to receive the treatment. Making the treatment of a client a positive experience is one of the most important parts of making a massage holistic, the practitioner should look after their clients making sure they are comfortable with what is going on whether they are new or long term clients. To be a massage practitioner you should have excellent customer service skills, client care should be the most important thing to remember and should always be used every day with every client, the client should believe that the practitioner cares. The practitioner should always consult with the client and devise a treatment plan to suite the clients and stick to this plan unless anything changes in the circumstances with the client as well as receiving permission from the client for the practitioner to touch them during the treatment. During the treatment the discussion should be at a comfortable level for the client but also low enough for the client to relax and enjoy the treatment. After care should always be adhered to and offered to the client with a small encouragement of lifestyle changes if needed for the clients needs. Effects of Massage including the Physiological and psychological effects upon the client: Massage even though it is a holistic experience has been seen to have an effect of other areas of the human body and not just as a way to relax; a massage has been seen to show that it has both physiological and psychological effect upon the clients. Physiological effects are those which are shown upon the body itself and its function whereas psychological effects are those which manifest themselves in the mind and the emotions of the client. There are many different outcomes which could manifest for both on the anatomy and the body systems. In two different clinical trials that have been preformed independently of each other there is a show of the two different effects received after a massage treatment, one for the Physiological effects and one for the psychological effects. In the first trial the objective was to see if the early intervention with massage in children with Down syndrome would help with the motor skills and muscle tone. So parents with children suffering from Down syndrome where asked to attend one of two early intervention classes, one class was a body massage session and the other a reading session after a base line had been assessed upon their severity of the syndrome, some children were not used if sever mobility where involved or they had emotional problems as this might interfere with the trial. Twelve of the children were assigned to the massage sessions and eleven to the control reading session, so in overall there where twenty one children involved in this trial. Each session was scheduled for the same times each week and specific times of the day for both classes, and each session was on an individual basis, the sessions lasted for half an hour each, twice a week for two months, while the reading session was conducted the same way with the therapist holding the child while reading for the half an hour. This was the treatment that the children received in the following sequence: The 30-minute massage therapy session started with the child lying on a small mat on the floor. The therapist conducted the following sequence three times with the child in a supine position: Legs and feet-(a) while forming hands like a letter C and wrapping the fingers around the childs leg, long, milking and twisting strokes from the thigh to the ankles; (b) massaging foot by gliding thumbs across bottom of foot followed by squeezing and tugging each toe; (c) massaging across top of foot by gliding thumbs from ankle to toes; (d) flexing and extending the foot; (e) massaging from ankle to foot and back to ankle; (f) stroking from the ankle up towards the thigh; and (g) back and forth rolling movements (as if making a rope from dough) from the ankle to the thigh. Stomach-(a) slow, circular, rubbing movements to stomach area with one hand; (b) using the palms, hand over hand down the stomach in a paddlewheel fashion; (c) starting with thumbs together at the umbilicus, stroking horizontally to sides of body and then twice above and twice below the umbilicus; (d) using fingertips and starting below the umbilicus on the childs right side, small circular upward movements until even with the umbilicus, then continuing across to the left side, and then down on the left side to below the umbilicus; (e) with one hand following the other, short upward stroking from right side below the umbilicus, then Massage and Down syndrome 401 across the umbilicus to the left side of the body, and then down on the left side to below the umbilicus; and (f) cupping or holding sides of knees, bending both knees simultaneously towards the stomach and holding for three to five seconds. Chest-(a) with palms of hands on childs sternum, stroking outward across chest; (b) starting at sternum, stroking upwards and over tops of shoulders and down the sides of the ribs; and (c) starting at the right thigh, stroking diagonally through the chest to the opposite shoulder and back down to the same thigh; repeat starting at the left thigh; Arms and hands-same as legs and feet (i.e. replace legs with arms and feet with hands). Face-(a) making small circles to entire scalp (as if shampooing hair); (b) with flats of thumbs together on midline of forehead, stroking outward towards the temples; (c) stroking gently over the eyes and brows; (d) starting at the bridge of the nose, stroking across the cheekbones to the ears; and (e) making circular movements under the chin, around the jaw line, around the ears, to the back of the neck and the rest of the scalp. The following sequences were done after placing the children on their stomach (in a prone position). Back-applying oil to the hands: (a) starting at the top of the spine, alternating hand strokes across the back working down towards the tail bone (never pressing the spine) and reaching over to include the sides; (b) hand over hand movements from upper back to hips with flats of hands and then continuing to feet; (c) using circular motion with fingertips, from neck to hips stroking over the long muscles next to the spine and retracing on the other side of the spine; (d) making circular strokes with the palm of the hand to rub the tops of the shoulders; and (e) ending with long gliding strokes from the neck to the feet. As was described in the journal Children with Down syndrome improved in motor functioning and muscle tone following massage therapy (2006). The trial was held at the childrens early intervention pre-school centres, while the test was run by the university of Miami school of medicine. The results of this trial show that there was a greater gain for the results of the children who where massaged in their sessions than to those who where read too. The improvements were shown in the gross motor skills and fine motor skills development of the children as well as a marginal effect in their language development. This then showed that through the early intervention with massage it could help children with Down syndrome enhance their motor development at a faster rate than if they were left to mature in their own way. These results help to show that massage can have a physiological effect upon the body in helping to produce and enhance muscle tone. However, there is the argument that another control group could have been added into the trial to help show whether this is successful or not is a control group that uses light stokes instead of a pressure massage to help with the ethical problems of withholding the intervention from those in the reading session. This was all shown in the clinical trial journal of Children with Down syndrome improved in motor functioning and muscle tone following massage therapy (2006) which is located in the appendices. The second trial is to determine whether or not massage can have a psychological effect on the client and for this the trial was preformed for the Association of Paediatric Haematology/Oncology Nurses (2009). The aim of this trial was to reduce symptoms of children with cancer and to reduce the anxiety of their parents. Children with cancer, ages 1 to 18 years, received at least 2 identical cycles of Chemotherapy, and one parent, participated in the 2- period crossover design in which 4 weekly massage sessions alternated with 4 weekly quiet-time control Sessions. As described in the article Massage Therapy for Children with Cancer (2009). To determine if the massage was helping to relieve the psychological symptoms of anxiety in the parents and the symptoms of the children while the trial was progressing they measured everyones heart and respiratory rates, blood pressure, and salivary cortisol level as well as their pain, nausea, anxiety, and fatigue levels. According to the results of this trial the massage was more effective in reducing heart rate than quiet time in the children, the anxiety in the children aged fourteen and older and the anxiety in the adults. The clients all commented upon how the massage rather than the quiet time helped with their anxiety and helped them feel better. So due to their result it is feasible to massage children with cancer and their parents to help relieve their anxiety. Therefore this result helps to show that massage to the body can have a psychological effect upon the client in this sense it has reduced the anxiety of the both the children and the parents although in the younger babies the results did vary a little more than the other ages, but the results of the older children and the adults help to prove that just a massage on its own can have a psychological effect upon the human body. The trial that this assessment was based upon is located in the appendices as clinical trial 2. So both of these trials show that massage can had a successful outcome on the physiological and psychological effects portrayed on the body, they both proved that through a short massage the body can manifest its effects through muscle tone or motor function progression as well as to reduce anxiety in both children and adults. Neither of these two trials have a negative out come and therefore both are a success but there shall be a few trials where massage has not appeared to be successful at all or shows that it is a little less successful than anticipated, these however are normal and show both sides to an ongoing argument about whether massage is actually good for the body, mind and spirit on a whole or if it just theoretically works on the body.

Censorship In Europe :: essays research papers

Americans think of Europeans as essentially like themselves. They believe European societies are like their own-rooted in the rule of law, freedom of religion, democratic government, market competition, and an unfettered press. In recent years, however, Europeans have given up an essential liberty: freedom of speech. It is true that in the United States prevailing orthodoxies on some questions are ruthlessly enforced but it is still legal to say just about anything. Not so in much of Europe. In the last decade or so countries we think of as fellow democracies-France, Germany, Switzerland and others-have passed laws that limit free speech for the same crude ideological reasons that drove the brief, unsuccessful vogue of campus speech codes in the United States. Today in Europe there are laws as bad as anything George Orwell could have imagined. In some countries courts have ruled that the facts are irrelevant, and that certain things must not be said whether they are true or false. In others, a defendant in court who tries to explain or defend a forbidden view will be charged on the spot with a fresh offense. Even his lawyer can be fined or go to jail for trying to mount a defense. In one case a judge ordered that a bookseller's entire stock-innocent as well as offending titles-be burned! Just as Eastern Europe is emerging from it, Western Europe has entered the thought-crime era, in a return to the mentality that launched the Inquisition and the wars of religion. It is a tyranny of the left practiced by the very people who profess shock at the tactics of Joseph McCarthy, an exercise of raw power in the service of pure ideology. The desire not merely to debate one's opponents but to disgrace them, muzzle them, fine them, jail them is utterly contrary to the spirit of civilized discourse. It is profoundly disturbing to find this ugly sentiment codified into law in some of the countries we think of as pillars of Western Civilization. At the same time, these laws cannot help but draw attention to the very ideas they forbid. Truth does not generally require the help of censors. There are two subjects about which Europeans can no longer speak freely. One is race and the other is Nazi Germany. "Anti-racism" laws generally take the form of forbidding the expression of opinions that might stir up "hatred" against any racial or ethnic group.

My Life as an Aquarious

MY LIFE AS AN AQUARIOUS Astrology emphasis is on space and movement of the sun, moon and planets in the sky through each of the zodiac signs. From the viewpoint of earth, the sun appears to move along a circular orbit across the celestial sphere ;( 12a/20) there are sun signs and moon signs, which both depends on your date of birth. The signs are divided in to twelve different signs, and all twelve of them have their own meaning and representation to the individual that was born in that particular zodiac sign. Being born on January, 24 my zodiac sign that defines (7c) me is Aquarius. It has a quality of being independent, friendly and humanitarian ;( 12a/20) these all are the qualities that can be found in me. The first quality of Aquarius is being independent; any attempt to hold him (11b) down or restrict him will cause him, to flee. He needs to be free to be on his own. Independence is not just desired by Aquarius, it is essential to his well being. This applies (7C) to me in a big way ;( 12c) starting from my childhood,(19a) I always wanted to be independent and to be left alone to try to figure things out myself. After mid school I had to register for high school right away, and my parents was not available that day; I couldn’t wait for the next day, so I went to the school alone to register, and the registrar office sent me home, and I had to come back with my father the next day. I was out from home by the time am 18 and had a job, a house and was making my own money, doing all the decisions (2h) myself. Aquarius is considered independent/detached yet friendly. Even though we as an Aquarius like (7C) to be independent or some might consider us detached, (19a) we are also friendly, which leads me to my second quality of Aquarius being friendly. Without expecting anything in return for this could put a damper on his(11b) freedom; he(11b) live with no strings he love to make people laugh and cheer people up and it makes them feel good to make others feel good. They are very unconventional and always full of excitement ;( 20a) an Aquarius friend always makes life fun. I like to have fun, making people feel included, cheering people up and helping a friend n need. When one of my friends from high school, had his car broke down in the middle of the road on his way to out of town; he had gone far by the time his car stopped, and he called me, I had to excuse myself from work, and drive all the way to out of town and pick him up. Of course I don’t do this thinking about what that person might say or do in return ;(20a/12a) it’s kind o f the way I am,(12b) but I notice my friends loving to be around me and enjoying my company;(20/12a) I even remember my friends calling me and making sure I come to hang out ith them as they always mentioned to me that they like for me to be there because I bring a lot of fun to the table. When I graduated from high school I was categorized in the funny people of the bunch. The other quality I have as an Aquarius is being a humanitarian. Based on the Aquarius Astrological profile, he is (11b) most likely to be humanitarian, which is kind of connected with my first point helping people making feel people better comforting them. 12a/20a) There are even great humanitarians born under this zodiac sign like Oprah winfrey our greatest humanitarian woman, and I personally like helping others. My very first job right out of collage was in a nongovernmental organization which helps women and children in a very rural part of Ethiopia which is located in Africa ;(20a/12b) we personally deliver to their home a lot of materials such as, back to school supplies for students (19i)who can’t afford clothes, helping them with medicines. Our organizations also make sure that there is at least one clinic in a neighborhood so the mothers don’t have to suffer during giving birth. While my friends wanted to stay on the cities and work a regular job, I on the other hand, was so glad to get involved with this type of organization. (20a/12b)It makes my day go by easy and the satisfaction was priceless ,(20/12b)and now when I get to know about my zodiac sign, it all makes sense:(24d)it’s in my blood. It’s really amazing how much you can go and how much you can know if you set your mind to it. I(2h) am really grateful to know about my zodiac sign and what it really meant for me personally. (20a/12b)Writing this essay makes(7c) me realize the things that I didn’t understand for a long time, (19b)and now I know why I make the decisions that I make because they all make sense now. It doesn’t (7c) have to be similar with my friends or siblings because I am my own person, (19b) and I live my life according to me.  « Aquarius  » by Mesfin

What Is Revealed About Human Nature ( From Gen 1-2 )

1. What is revealed about human nature (from Gen 1-2)? In Genesis one and 2, it provides a full understanding of God’s creations and wisdom of human nature because it is free from evil. God created everything from nothing; to be perfect from his perspective. Human nature is revealed from Genesis one with God creating the Earth and the Heavens and creating the man of his likeness. The Bible explains how God created the man named Adam from the dust and was placed in the Eden’s Garden (Genesis 2:7). Adam helped God to take care of the land and all his creation. The Bible explains, Humanity was created to work and serve, keep the garden (Genesis 2:15). Subsequently, Eve was created; â€Å"God had created man in his own image, in the image of God he created him: male and female he created them† (Genesis 1:27). Adam and Eve would help God because He wanted them to multiply the Earth by taking care of his creations (Hiles Smith, 2014). God is the sovereign ruler which he created humanity as how he should have wanted . The Bible explains about human nature that God created everything to be distinct from animals and all His creation. Humankind is able to show on our nature because we are capable of reasoning. God created all differently and we were all born naked and pure as Adam and Eve were. God created in his own image that why we all look different; we are unique in His eyes. Also, God created us to be good because we are born innocent of all evil and loving God.Show MoreRelatedWhat Is Revealed About Human Nature ( From Gen 1-2 )?981 Words   |  4 Pages†¢ What is revealed about human nature (from Gen 1-2)? Humans were created in Gods image. In Genesis 1-2, human beings are created to live and take care of what God has formed. God placed Adam, and then Eve, on earth. He created them from the dust of the earth. God spoke to Adam and gave him all the animals to name. 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Antigone A Greek Tragic Playwright - 1761 Words

Antigone is a Greek tragic playwright, set in a classical era of time. During this period, the city of Thebes is completely organized around strict gender roles and religion. There are also expectations that the citizens are expected to meet through abiding by the rules. In this regard, this essay will look at the playwright, on aspects touching on the issues of interest, the historical context, the insight gained among others. The situation of the two sisters: Antigone and Ismene, who are comforting each after losing their brothers in the same battle invokes a melancholic mood. It is a feeling of sadness following the demise of their brothers. They lack any form support from their friends or the state. The rites of their brother’s burial†¦show more content†¦The king demands him to find the culprit failure to which he faces death. War is used to defend the state; those who bring hate in the state are killed in broad daylight. In historical context, a greater understanding of the rationale behind Creon and Antigone’s actions can be gotten from a historical analysis of this period. The historical time was during the 441BC; it is the period in which two brothers goes into war but die while fighting. One of the brothers is viewed as a rebel bringing into conclusion that no burial rites should be performed. King Creon is a dictator hence showing the dangers of the absolute ruling at the time. Creon allowed few people to speak openly giving out their options without being biased. Antigone tries to defy Creon’s order by burying her brother. At this particular time, freedom of expression is limited hence the rule of law is not democratic. An Analysis of the Work Antigone is a courageous girl with high family values. Antigone attempts to convince her sister Ismene to assist her in burying their brother Polyneices. Ismene refuses due to fear for her life if she tried to defy the king`s order. Antigone remains focused on ensuring that her brother receives a proper burial no matter the consequences of her actions. Polyneices is considered a disgrace to the state since he led a siege to his state. The king declares that Polyneices remains should be left in the open, fed on by

Race Race And Race Essay - 1650 Words

Race has been a controversial topic for many years. Depending on your race it can be a blessing or a misfortune. According, to articles such as â€Å"Ten Things Everyone Should Know About Race† or â€Å"Race: Is It a Valid Issue?† they all come to the conclusion that race is a social construct because race cannot be determined by genetics or the color of the skin. There is no such thing as subspecies we are all human beings. Yet, for many years’ people of European ancestry (whites) have committed monstrous acts towards people of color. Whites enslaved people of color tearing countless families apart, and taking away liberties that every human being should possess. As the issue of race continues, many laws have been implemented as an attempt to mitigate white supremacy; however, alongside with each successful attempt, white supremacy continues prevailing. Background In 1537, thanks to the efforts of Bartolome de Las Casas, a Catholic priest, one of the first successful attempts towards equality was achieved (Manchaca CH.2). Pope Paul III declared Indians to be human beings able to own property and thus it was illegal to enslave Indians (Manchaca CH.2). However, as Indians gained their freedom Africans lost theirs. The importation of African slaves to Mexico began in 1527 and drastically increased between 1599 and 1637 (Manchaca CH.2). Spaniards were aware that they were enslaving human beings and therefore, compensated by giving them the right to marry the spouse of their choiceShow MoreRelatedRace And Race : Race3289 Words   |  14 Pages The problem with this concept is that people believe it to be a positive idea. However, it actually presents a damaging ideology – it suggests that race should not be a factor when trying to determine the type of person an individual is. 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Social Media Marketing Of CBA Samples †MyAssignmenthelp.com

Question: Discuss about the Social Media Marketing Of CBA. Answer: Introduction Active social media presence is significant for now in all types of businesses. Social media networks provide an advantage to drive the target audiences of the organisations. Moreover, using social media networks for business can boost the website's SEO (Search Engine Optimisation). For a bank, through social media marketing, it can improve to have a higher conversation to customers, to increase the traffic and to develop bank loyalty. The aim of the report is to highlight the social media presence and social media marketing techniques of Commonwealth Bank of Australia. In the first section, the social media presence and audience profiles will be explained. In the later section, social media marketing strategies will be described with current statistics. Moreover, ethics, security and privacy policies of social media will also be analysed in the final section. Overview of the organisation Commonwealth Bank of Australia (CBA) is a public bank of Australia and it is a multinational bank. This bank has branches across United States, Fiji, New Zealand, the UK and other Asian Countries. Headquarter of the bank is situated in Sydney, Australia. CBA has more than 1100 branches across the world and was established in the year 1911 as a government bank. Then, in the year 1991, this bank became public company. CBA works in retail banking services, institutional banking and markets, business and private banking and wealth management (Commbank.com.au, 2017). Moreover, CBA offers finance and insurance, corporate banking, consumer banking, private equity, investment management, mortgages and credit cards facilities to the consumers. In the last year 2016, the revenue of the bank was AUD 24.58 billion. This is the largest company in Australia that is listed on Australia Securities Exchange. In addition, Commonwealth Bank Australia wants to have high conversion rates, good marketing ROI, and increase website traffics through social media marketing. Social media presence of Commonwealth Bank of Australia Now, the most of the people are getting tech-savvy and in case of Australia, maximum people are using social media. It is very much easy now to reach the people through social media network and it is cost effective. Through social media, CBA got unexpected growth in Australia and in the Asian countries. CBA has its own website and in this website, the customer can find links through which they can join CBA's social media pages. Customers can join Facebook, Twitter, LinkedIn, Instagram, Snapchat, Google+ and You Tube. Commonwealth Bank Australia loves to hear from customers and the organisation gives plenty of chances to the customers to stay in touch (Commbank.com.au, 2017). In case of Facebook, CBA has currently more than 739,900 likes and more than 5,500 Facebook users visited the Facebook page of CBA. As it is finance based company, the organisation wants to reach people and teach people about financial literacy and services and products they offer. Most interestingly, CBA reached 100,000 Facebook users within one year of launching their Facebook page. CBA's customer service team try to respond each of the queries in real-time basis posted on the Facebook page or in the inbox. This has enabled the traditional customer service provision of the over-the-counter policy. In case of Twitter, CBA has its account named #CommBank and they have been active on Twitter since May 2008. On the Twitter, this bank has more than 80.7K followers and the organisation twitted 36.7K. The organisation follows more than 4K through twitters. Most importantly, the management has decided to be active on Twitter like Facebook in order to engage more users and market the services and products. In addition, in case of LinkedIn, CBA has its presence and users can find them using the catch word Commonwealth Bank on LinkedIn for career opportunities and like to access industry experts for any queries. In Instagram, it is the latest sensation for the digital age and most of the young generation use this social media for posting images and videos. CBA has been using this social media network since its beginning. The users can find CBA using @CommBank. This bank posted more than 700 posts and has followers of 13.K. The funny images, creative GIFs and relevant videos make this social media page attractive for users. Moreover, this bank has You Tube channel and customers can subscribe these channels. CBA has two You Tube channels for the users, CommBank Business Channel and CommBank Channel for spreading the knowledge of financial tools, tutorials and tips to invest money in the bank. Additionally, in Snapchat, users can find CBA by using key words CommBankSnaps. Here, the customers can find the relevant news of company, community, legal and business aspects of the organisation. Lastly, in Google+, the customers can find CBA by using CommBank and CBA posts images and news of services and products through Google+ for the users. Social media audience of Commonwealth Bank of Australia Purpose of social media marketing is to reach the target audiences and increase the customer base of the organisation for a bank (Tuten Solomon, 2014). Social media marketing falls under internal marketing strategy of the organisation and the overall objectives remain same. The target audiences of a bank are to grab the future customers of the organisation. CBA post various images, discount offers, financial news and videos in order to reach the customers and the users of social networks may get interested for being a part of CBA. CBA joined social media to target specific demographics or psychographic segmentation of the customers. They use the strategy to ask the users to comment on posts and they personalise the business. In this case, Facebook creates a part of banking and its social media strategy is to create a community to interact the customers through online. The target audiences are customers of the CBA bank make them loyal to the bank in any kind of investments. Moreover, the audiences of CBA in social media are new start-up ventures people to generate funding. The target of CBA in social media can be investors who want to invest in business in the banking sectors. The common people are the target audience and number of these audiences is bigger than others. The users may want to know about private equity, mortgage and interest rate, the customer service team are there to solve the issues when these are posted on social media pages. 56% of the social media users log into social media pages more than 5 times a day and 84% of the Australian adults access the internet on daily basis (Sensei.com, 2017). Facebook Instagram Snapchat Twitter LinkedIn Google+ 93% 45% 40% 32% 17% 10% Table: Daily use of social network (Source: Cio.com.au, 2017) The CEO of CBA demanded that the strategy of CBA is to build bridges between customers and banking services through social media networks, not to just make an echo-chamber. In case of CBA, the customer engages rate through social media extends to 20% last year (Smartcompany.com.au, 2017). CBA is one of the top most banks in the world who have customers to use online banking services. More than 1.75 million Australians use NetBank in each day. In order to reach customers, CBA uses mainly content strategies that attract the customers. Social media marketing of Commonwealth Bank of Australia Social media presence of a bank gives opportunities to create the meaningful connection to the users and customers. The marketing through social media helps to lure desirable consumers that must support the organisational goals. The management of bank tracks the ROI in social media marketing as well. Social Media marketing of Commonwealth Bank Australia is based on mainly content marketing strategy. They generally use attractive contents in order to engage maximum users on social media pages. Promoting a service or product of CBA, they use mainly content marketing strategy to create connections on social media pages. 44% of the social media users like to read engaging contents on social media if they are beneficial for them (Ashley Tuten, 2015). CBA tries to being personal in content marketing and asks the customers to share likes and comment on the posts. In last Ashes series, when Australia whitewashed England, CBA used impressing content marketing through social media. CBA made short videos on cricketers caricatures and they used mimicked voices to it (Scott, 2015). Content marketing of Commonwealth Bank Australia pushed the target markets through this and that can share the knowledge of the users through social media. This content strategy on social media pages like Facebook, Twitter and CBA used this subtle way that could inform the potential customers to engage on their posts. In addition, CBA uses CSR techniques through social media marketing and they use the tactic of Community Seeds. They ask the customers to generate $125,000 for the six different communities through Facebook in order to develop the community life (Dwivedi, Kapoor Chen, 2015). Through Facebook, the organisation started a campaign in opening savings account for all. CBA uses the strategy to give way gifts for the winners of any competition. CBA distributed EM I music voucher, movie voucher and gift coupons for the customers. CBA used the strategy of Time Vault, through which the users of Facebook needed to give the right answers about companys history posted on Facebook page each day. Ethics, privacy and security of social media Everything that an individual does online is getting public and one cannot delete' this forever. An organisation must know about the consequences of taking any action through social media. Privacy of the customers or any users should not be penetrated through social media. Commonwealth Bank shared their ideas that they never posted any distort news or any images that can hurt the sentiment of any particular class and people. In recent time, Commonwealth Bank faced the issue of ethics when in two pages of employment policy, they wrote about employees' responsibility on posting on social media pages about CBA (Lovelock Patterson, 2015). CBA declared that no employees can post anything negative about CBA on social media. However, legal experts fired back as they say that no organisation can ever interfere with someone's personal expression. Moreover, inappropriate images and news about CBA on social media pages can harm the brand loyalty of the bank and it may also pose marketing of cu stomer expectation. CBA has customer support team to solve the issue when it is posted on social media before it is getting viral. CBA does not do unsupported endorsement and compromise about consumer privacy. When CBA uses to collect consumer behaviour data, they do not compromise with privacy (Gordon et al. 2016). In case of security, CBA claims that they never steal the identity of the users and share personal information of any users on social media pages. Any kind of personal discussion is done through personal inbox and not in comment section publicly. Any kind of hacking and spamming of email are not entertained by the IT cell of the CBA (Hyder, 2016). CBA does not share any URL on social media pages that can be vulnerable to the customers. CBA itself uses link scanner to be secure. Social media technologies Business organisations are no longer use social media for only communication purposes, however, social media analytics are now capturing in the industry, especially in the financial sector to analyse the data. Most of the organisations trying to capture competitive advantage through social media marketing. Content strategy, sharing link or optimising the SEO, these strategies can be evaluated through social media analytical tools (Chang, Yu Lu, 2015). Financial Technology (FinTech) is one such tool that can be used to gather financial information on social media pages. Woolworths, the largest retail of Australia takes help from Socialbakers analytical tools to analyse the engagement of the customers on social media pages (Smartcompany.com.au, 2017). However, Commonwealth Bank Australia does not use any social media technology to analyse their social media performance. CBA just uses social media pages like Facebook, Twitter, Snapchat, You Tube and all. Buffer is a tool that makes a s chedule for posting contents on social media pages according to customer engagement. Buffer analyses that most numbers of Facebook users become online on Friday. In addition, Agora Pulse is an interesting analytical tool that helps the professionals to posts on three social media at a time. Conclusions In recent days, social media is taken as best tool in order to connect with customers of the organisation. With consistent updating of the services and products on social media can help to increase the market share and customer base. It is observed that CBA uses traditional social media strategy of content marketing. However, social media presence of CBA is strong and they have customer service department in order to give replies to social media queries. The social media marketing of CBA boosts the advertisement of this bank as it is cost effective. CIO of CBA, Michael Hate opined that they provide real time posts on social media. On the contrary, it is observed that the organisation has been facing challenges in the analysis of social media performance as they do not have social media analytics and social media analytical tools within the organisation. Recommendations Setting up chat times: It is needed for CBA to connect the customers at personal level and setting up chat time (on live) is very important. Customers and potential future customers have various questions regarding investment opportunities in CBA, if they can chat with customer support team over voices or through messages would be helpful. Giving thoughtful answers to the customers queries will definitely increase social media presence. Introduction of social media analytics: CBA must use social media analytical tool in their organisation and in order to continue using, CBA needs to hire skilled analytics. In order to gain a competitive edge, CBA can use these tools help to gauge the customers sentiment and monitor the performance of the organisation on social media platforms. Tie in blog posts: CBA posts short and relatively catchy contents on social media pages as people do not have enough time to read long contents. However, if a customer wants to know the financial benefits, financial services of CBA, blog posts would be perfect. Blog posts links can be shared on social media that will make more financial literate customers. References Ashley, C., Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement.Psychology Marketing,32(1), 15-27. CBA in hot water over social media policy - SmartCompany. (2017).SmartCompany. Retrieved 6 September 2017, from https://www.smartcompany.com.au/startupsmart/advice/startupsmart-legal/cba-in-hot-water-over-social-media-policy/ Chang, Y. T., Yu, H., Lu, H. P. (2015). Persuasive messages, popularity cohesion, and message diffusion in social media marketing.Journal of Business Research,68(4), 777-782. Dwivedi, Y. K., Kapoor, K. K., Chen, H. (2015). Social media marketing and advertising.The Marketing Review,15(3), 289-309. Facebook, H. (2017).How to kick start your social media strategy Commonwealth Bank focusses on Facebook.CIO. Retrieved 6 September 2017, from https://www.cio.com.au/article/412478/how_kick_start_your_social_media_strategy_commonwealth_bank_focusses_facebook/ Gordon, R., Gordon, R., Zainuddin, N., Zainuddin, N., Magee, C., Magee, C. (2016). Unlocking the potential of branding in social marketing services: utilising brand personality and brand personality appeal.Journal of Services Marketing,30(1), 48-62. Hyder, S. (2016).The zen of social media marketing: An easier way to build credibility, generate buzz, and increase revenue. BenBella Books, Inc. Kasemsap, K. (2014). The role of social media in the knowledge-based organizations.Integrating social media into business practice, applications, management, and models, 2(1), 254-275. Lovelock, C., Patterson, P. (2015).Services marketing. Sydney: Pearson Australia. Scott, D. M. (2015).The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. New Jersey: John Wiley Sons. Sensei.com.au (2017). Retrieved 6 September 2017, from https://www.sensis.com.au/asset/PDFdirectory/Sensis_Social_Media_Report_2017-Chapter-1.pdf Stay in touch with us on Social - CommBank. (2017).Commbank.com.au. Retrieved 6 September 2017, from https://www.commbank.com.au/personal/support/social-networks.html Tuten, T. L., Solomon, M. R. (2014).Social media marketing. London: Sage.