Developing a Social Media Strategy

Introduction Coca-Cola Company is a manufacturer of soft drinks and has several lines of products with its own sub brands. This company operates globally and currently occupies more than 70% of the soft drinks market share in America, Europe, Africa, Asia, and other continents (Treadaway, 2010). The brand ‘Coca-Cola’ was recently ranked the strongest brand in the world.Advertising We will write a custom coursework sample on Developing a Social Media Strategy specifically for you for only $16.05 $11/page Learn More It is a household name when it comes to refreshments. Coca-Cola, an American firm, has managed to maintain its market lead ahead of its main rival, Pepsi-cola even in the face of the worst economic conditions. Through its many product lines, the main brand has continued to experience a market growth even in countries that had regarded it a symbol of America’s dominance over the world (Kotler, 2003). Social media has increasi ngly become popular in the world. Technology is moving very fast and with it are several changes in the communication sector. This super brand requires a massive awareness creation not just to its new sub-brands like Dasani, but also the older ones like Fanta. Conventional forms of mass media like newspapers, radios and television are still very vital forms of creating this awareness. However, with emergence of social media like Facebook, Twitter, and YouTube, communication is getting a new definition. A brand like Coca-cola cannot afford the consequences of assuming such new dynamics. The youths form a substantial portion of the target market for this brand. Statistics has it that well over 85% of youths in America and Europe are using these social Medias, either through their personal computers or through mobile phones. In Asia, 70% are on social media while Africa has 65% on it (Falkow, 2010). The middle-aged group is not left behind. Having realized the importance of social medi a, Coca-cola has embarked on a massive investment in it (Armstrong, Harker, Kotler Brannan, 2009). On 10 January 2010, the company rolled out an ambitious plan on social media strategy and policy. This policy was to ensure that it reaches out to as many of its customers currently on social media as it possibly could. This policy also saw it reduce its annual expenditure on other mass media by up to 6.6% by March 2010 in order to increase its investment in the social media (Times Business, 2010). All this is aimed at restructuring the company’s marketing strategy to enable the brand stay conspicuous in the market.Advertising Looking for coursework on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Competitor Analysis Coca-cola brand has remained strong even in the face of stiff market competition. There are several brands offering similar products as it does across the world, but one brand has managed to cause Coca -cola a scare in the American and overseas markets. This brand is Pepsi-cola. Started over a century ago, this North American brand has grown to become a darling company to many in the U.S. and other markets overseas. Its sub-brands like Mountain Dew, Sierra Mist, Naked Juice, and Aquafina among others are very strong in the market. Its iced tea, which is ready to drink, is one of the best selling products in North America’s beverage industry. This brand has realized the potential in the emerging social media and has taken well-calculated steps to tap from it. Pepsi Cola Company can easily be accessed through various social Medias. On Facebook, it can be accessed through https://www.facebook.com/pepsi, in Twitter through @pepsi, while on YouTube the link is  https://www.youtube.com/user/Pepsi/Pepsi (Andreasen, 2001). Time Business (2010) reported on Pepsi’s unusual withdrawal from the popular Super Bowl. Over the years, this sport has acted as a form of mass media ad vertisement to many corporations, Pepsi included. However, last year this brand withdrew from it in order to put more focus on social media, arguing that it is long gone, those days when mass media was regarded as the sole form of reaching customers. This company has decided to reach its customers through these social media and this has seen it penetrate some markets that it previously considered too hostile. This approach has worked for it. The presence of Pepsi brand in both the American and overseas markets are currently heavy enough to make it offer its main rival- Coca-cola, a proper challenge (Falkow, 2010). The youth can access the company’s site and get any information they may require about the brands market offerings. In as much as Pepsi has gone to great length in application of social media, there have been some instances when some of its strategies have been considered ineffective. Its departure from the mass media is so sudden, and the approach it gives social m edia is near unrealistic (Evance, 2010).Advertising We will write a custom coursework sample on Developing a Social Media Strategy specifically for you for only $16.05 $11/page Learn More An initially Brick, Moter, and Moter company like Pepsi cannot apply internet marketing as a near pure marketing strategy for its products. It therefore should reconsider its attitude towards mass marketing. Social Media Objectives Coca Cola’s entry into the social media is motivated by the fact that majority of their target market currently access the internet almost on a daily basis. The interactivity of these social medias also make them the best sites for the customers to get information about the firm, other than the fixed form of communication offered by mass media. This brand had objectives it wanted achieved by this entry as discussed below. Coca-cola wanted to create a large community of evangelists. These individuals have used the brand’s produc t; and were thrilled by it. By creating accessibility through mass media, these individuals can easily share their experience with others. These evangelists can easily direct others who had not used the product before to the brands site. From this site, others can access their informational needs about the products offered by the brand. The company also wanted to involve customers in their product creation. The social media offers the best way through which the company and the customers can interact in an effort to creating products, which are to the expectations of the market. Another objective was to increase brand awareness. These social sites offer the best opportunity for a company to create awareness to its new sub-brands. Customers access these sites almost on a daily basis. By reaching out for them through these sites, the brand is able to conquer larger markets at a faster pace. Dasani, a relatively new sub-brand, can gain awareness in the market by use of social media like You Tube whose membership runs to millions. Lastly, this brand was motivated by the desire to increase its sales volume. Through the social media, the brands sales volume could be increased by maintaining a positive image with its customers. The company can ensure that the customer is constantly informed about the brand and any misconceptions are ironed out immediately they arise.Advertising Looking for coursework on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The main objective of coca-cola company is to be the preferred market provider of soft drinks in the American and overseas markets. The above-mentioned brand objectives in developing social media strategy align well with this objective as they try to assert the brands presence in the market. Platforms Coca-cola brand is already known in the market. It therefore requires a platform that is efficient and effective. The platform should also be relevant. One platform that will be appropriate in this case will be Facebook. This platform offers a large community through which, this brand can reach the customers. Currently Facebook hosts over 4 million users across the world (Treadaway, 2010). By introducing this brand as a community member, we are able to conquer the market that is already consuming this social media. Most of those accessing this site do it to communicate with friends for pleasure. Coca Cola’s brand should therefore be positioned as a product for pleasure so that i t fits in this context. With the company’s profile in this community, we can send and receive custom-made communications from Coca Cola’s ‘friends’ across the world. This strategy enables the customers to be in position to deliver to us a personalized communication about Coca Cola’s brand. The approach creates the sense of belonging among customers. It develops an attachment, as the customer will feel that they are part of the firm, and the brand is their property that should be developed. This strategy also enables the firm to send direct communications to the members of the community about new developments in the products without their message being regarded as spam. In this platform, the firm would create a forum where individuals from across the world are free to discuss with the firm about their feelings over the company’s brand offering. They can tell the firm of the adjustments they feel should be made in the products or even the prici ng strategy. Another platform is twitter. Created in March 2006, this social network currently serves over 200 million users. As compared to Facebook, Twitter has received a lesser attention from many of firms seeking social media marketing. This means that it has a vast potential that is untapped. With the growth projected to be double its current size by the end of 2013, Coca Cola’s brand can make an early entry so that it secures its place and experience growth as it expands. Like Facebook, Twitter has gained acceptance from across the world. With its features that enable users to send and receive messages via their mobile phones or through twitter websites, twitter has gained fame at a pace that even the technology author, Steven Johnson had not predicted. It is currently ranked third most visited social media. The brand can develop a niche in this market and position itself as the brand that understands the requirement of its customers. Unlike Twitter, that has majority of its users as youths, older society members’ access twitter. This brings up an opportunity for the brand to reach out to the market segment that was left out by Facebook. Moreover, the communication in this media can be custom made to attract the aged. We can bring out the refreshing aspect of black current sub-brand, or the healthy mineral water- Dasani. The other platform that could work for Coca-Cola is the You Tube. This social media is rated second most visited, only after Facebook. Engagement Plan The main aim of developing this strategy is to develop sustainability for Coca Cola’s brand. The customer is the focus and increased sales the company’s main target. For this reason therefore, customers must be actively engaged in order to achieve the most out of this strategy. The main advantage of social media over the conventional mass media is that it facilitates interactivity. By joining a community like twitter, this brand is open to criticism from custom ers that will enable it adjust its products appropriately. They can also respond to some criticism that may be misguided by providing the right information to the market. By engaging search engines like Flikr or Google, the firm allows customers to access information about the brand in real time. This will require that the company provide such engines with as much information as may be necessary so that customers will access them. Coca Cola seeks to create a forum where all stakeholders can easily interact with one another with the aim of fostering interactive community. Members in this community can only work properly if they are able to communicate freely with each other. Consumers make a very important part of a company. The Coca-cola brand needs to know the requirements in the market in order to fine-tune its products (Jarboe, 2009). When management assumes this approach, there will be a direct positive relation in the sales volume. According to Klein (2009), customers must be i nvolved in the implementation of key strategies so that the outcome will be acceptable in the market. He argues that customers’ opinion is should be taken care of in order to create harmony in the market. Challenges and Considerations The strategy to give marketing an approach from social media was timely and well calculated. The brand has managed to double its market share in countries such as Israel and Comoros Island, regions where sales were not very attractive. However, this has not been without challenges. Some of the major challenges faced in the implementation of this strategy are as follows. Freedom found in the social media: This factor is a double aged sword. On one end, it helps the brand get first hand information about their feeling towards our product without any editing. On the other end, it allows individuals say anything about the brand, some of which may hurt our sales. A competitor can therefore take advantage of this and spread negative communication abou t us. This message will spread so fast that by the time we are able to respond, it would be a little too late. This freedom to communicate to us about their feeling on our brand positioning can also be abused. Coca Cola relies on this communication in order to come up with a marketing strategy that is acceptable in the market. If this information is misleading- which may be the case- then the company’s actions in the market may be counterproductive. The company’s team must therefore screen the information and eliminate any issues that may mislead the applied marketing team (Andreasen, 2001). Social media is not all-inclusive: A market segment that is left out which comprises the elderly. This group is not enthusiastic about the wonders brought by technology. Another group not covered by the social media is the rural dwellers, especially in the rural set-up. They make a substantial portion of the market and for the prosperity of our brand; we cannot afford to assume the m. This calls for application of other means like the mass media, which comes at an extra cost (Kurtz, 2008). Another serious challenge we face by application of this strategy is the fact that many people still regard social media as a preserve for youths who are lazy and use these sites to pass time the easy way. They do not appreciate the potential posed by the social media and therefore any communication made through them draws not, their attention. They believe that such communication is targeted at such youths and they will therefore assume them. For them, a company like Coca-cola should consider other ‘serious’ means in order to communicate with them. This sends us back to mass media where this market segment can be accessed. Another challenge with the social media the firm integrated into the marketing strategy was content limitation. These social media have character limitation. Twitter can only accommodate 144 characters, and this means that our messages will b e limited to that. The graphics that are very important in marketing may also be applied as easily as it would be in mass media. This limitation forces the marketing department to look for alternative means so that the right message reaches the market. Hackers pose another serious challenge. They can access our wall in these social media and post information that damages our public image. The technical team must therefore keep an eye on such possible threats (Thomases, 2010). Timeline This strategy is expected to take a period of three months. Within this time, the strategy should be up and running as part of Coca-Cola’s marketing strategy. The first one and a half month should see the introduction into and successful operation in the Facebook. Being the largest social media and our first choice, the firm will give it the longest period. Within this period, the firm will create our profile, develop our wall in Facebook, and test the responsiveness of the market. Through this, the firm will be able to adjust as may be necessary. The second platform, twitter will take three weeks and will follow the steps that were used in the first platform, and lastly you tube will come in the last three weeks. Within this timeline, the firm hopes to achieve an effective social media strategy. Conclusion Social media has developed over the past few years and this growth is expected to continue for several years to come. With this new development, marketers around the world must redefine their marketing strategy and give a new approach to the manner in which they reach their target market. This calls for a development of a Social Media Strategy that would enable brands like Coca-cola to tap from the massive potential offered in the social media. Coca-cola has realized this and developed the strategy discussed in this paper so that it can successfully reach its customers. This strategy allows the marketing department interacts actively with the market so that its approach is customer based. Through this, the marketing department is able to advice both the production and the quality control departments of what is expected of them so that their products are to the expectations of the market. This way, the brand will experience growth in its market share not just in the American markets but also markets abroad. Social media offers this brand opportunity to remain conspicuous in the market. References Andreasen, A. (2001). Ethics in social marketing. Washington, DC: Georgetown University Press. Armstrong, G., Harker, M., Kotler, P. Brannan, R. (2009). Marketing: An introduction. New Jersey, NJ: Prentice Hall. Evance, D. (2010). Social media marketing: An hour a day. Indianapolis, Indiana: Wiley Publishing, Inc. Falkow, S. (2010). Social media strategy. New York, NY: Expansion Plus Inc. Jarboe, G. (2009). YouTube and video marketing: An hour a day. Indianapolis, Indiana: Wiley Publishers Inc. Klein, H. (2009). Customer engagement strategies: The three k eys to engaging C-suite executives. New York, NY: Prentice Hall. Kotler, P. (2003). Marketing insights from A-Z: 80 concepts for every manager. New Jersey, NJ: John Wiley and Sons. Kurtz, D. (2008). Contemporary marketing: Designing customer oriented marketing strategy. New York, NY: Cengage Learning. Thomases, H. (2010). Twitter marketing: An hour a day. Indianapolis, Indiana: Wiley Publishing, Inc. Time Business. (2010). Behind Pepsi’s choice to skip this year’s super bowl. Web. Treadaway, C. (2010). Facebook marketing: An hour a day. Indianapolis, Indiana: Wiley Publishers, Inc. This coursework on Developing a Social Media Strategy was written and submitted by user Jenny Andrews to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Basics of Chemical Weapons and Warfare Agents

Basics of Chemical Weapons and Warfare Agents The Basics of Chemical Weaponry A chemical weapon utilizes a manufactured chemical to incapacitate, harm, or kill people. Strictly speaking, a chemical weapon relies on the physiological effects of a chemical, so agents used to produce smoke or flame, as herbicides, or for riot control, are not considered to be chemical weapons. Although certain chemical weapons can be used to kill large numbers of people (i.e., as weapons of mass destruction), other weapons are designed to injure or terrorize people. In addition to having potentially horrific effects, chemical weapons are of great concern because they are cheaper and easier to manufacture and deliver than nuclear or biological weapons. Types of Weapons The earliest chemical weapon wasnt an esoteric chemical concoction. During World War I, chlorine gas  was used as a chemical weapon, released in massive clouds by the German army to cause lung damage and terror downwind of its release. Modern chemical weapons include the following types of agents: Choking Agents (e.g., phosgene, chlorine)Blister Agents (e.g., nitrogen mustard, Lewisite)Nerve Agents (e.g., Tabun, Sarin, VX) How Chemical Weapons Work Chemical agents may be released as tiny droplets, similar to the action of a bug bomb used to release insecticide. For a chemical weapon to cause harm, it must come in contact with the skin or mucous membranes, be inhaled, or be ingested. The activity of the chemical agent depends on its concentration. In other words, below a certain level of exposure, the agent wont kill. Below a certain level of exposure, the agent wont cause harm. Protective Measures The best protective measure you can take against chemical weapons is to become educated about them. Most of us dont have gas masks or atropine (an injectible used in cases of nerve agent exposure) and wont be on a battlefield, so the recommendations presented here are intended for the general public. Dont PanicYes, chemical weapons are more likely to be used in a terrorist scenario than nuclear or biological weapons. However, there are several steps you can take to minimize exposure and protect yourself in the event you encounter a chemical agent. Realistically speaking, you are more likely to witness an accidental chemical spill than a chemical attack. Your best defense is to face the situation with a level head. Seek High GroundChemical agents are denser than air. They sink to low-lying areas and will follow wind/weather patterns. Seek the highest story of a building or the top of a natural land formation. Seek Open Spaces or Seek a Self-Contained Air SupplyFrom the point of view of a terrorist, a heavily populated area is a more attractive target than a sparsely populated region. Therefore, the threat of a chemical attack is lessened in rural areas.In the event of an attack, there is some sense in isolating your air supply. Most chemical agents disperse after a certain amount of time (a notable exception is VX, which is designed to persist), so refraining from contacting exposed air may be a good protective measure. Use Your SensesHow do you know if you have been exposed to a chemical agent? You may not be able to see or smell one. In their pure forms, most chemical weapon agents are clear liquids. Impure chemicals may be yellowish liquids. Most are odorless and tasteless, but some have a slightly sweet or fruity smell. Skin irritation, respiratory distress, and gastrointestinal upset all may signal exposure to a chemical agent. However, if you dont die within minutes, you probably wont die at all. Therefore, if you believe you have been exposed to a chemical agent, wait until you feel secure before seeking out medical attention (but do seek it out). Use Common SenseHave a radio (with batteries) and keep up with the news. Pay attention to civil defense advisories and think before acting.

Visual analysis Essay Example | Topics and Well Written Essays - 750 words - 1

Visual analysis - Essay Example The following analysis examines these three aspects of the poster in turn: the representation of the dramatic content of the film, the adherence to film advertising conventions, and the contention that it is a classic film. At first sight, the most striking attribute of the poster is the complex image in the center. The face of a woman is shown with eyes closed and mouth open. This temporary blindness is one of the ways in which the film underlines female victimization (Diffrient 80). The red lipstick and open mouth convey a high level of arousal, which could be interpreted in several ways, including sexualized excitement, fear or shouting. The woman’s hands are in a rigid, fully stretched position which conveys extreme stress, as one hand protects her head and the other appears to reach out as if grasping for help. Images of birds are overlaid on the female face, in various shades of black and grey. The beaks of the birds all focus on the woman, giving the impression that she is under attack. There is an implicit appeal to the viewer of such an image to feel sympathy for the woman, who is clearly distressed and afraid of the birds. It is also advance notice that the genre of the film is horror, because of the fear that is visible in the female figure. In contrast to this dramatic image in the center of the poster, there is a small image of the same female actor in the right hand corner at the bottom. This feature recalls the proportions and style of a passport photograph, with few colors and a full-face angle showing Tippi Hedren’s clearly features. The caption â€Å"A Fascinating New Personality† is intended to add mystery to the image, but the main visual message is a very obvious likeness to the Hollywood star Marilyn Monroe, who had died in tragic circumstances just a year before, in 1962 (Taraborrelli 470.). The iconic importance of Monroe in American culture of this period has been attributed to her status as â€Å"a contradiction i n terms† (Rollyson 14), something between a victim and a goddess, or an innocent child and a knowing sex-symbol. The phrase â€Å"and introducing ‘Tippi’ Hedren† alongside the image adds to the impression that the poster is trying to persuade the viewer that this actress has emerged to take on the iconic role that Monroe’s death has left vacant. The format is portrait, and not landscape, which gives the poster the look of a book or page, rather than the widescreen shape of a movie. This format gives the poster an intellectual aura, and this is underlined further by the black and white portrait of the Alfred Hitchcock at the top of the poster, and the provision of a quotation from the director, along with a copy of his signature, in different typefaces. It is very unusual to see a movie poster with the director’s photograph on it, since most movies are more concerned with advertising the leading actors in the film, who are likely to draw in the ir fans. It is also unusual to see an endorsement for any artistic work from the creator himself or herself. The subtle argument being presented here is that this is an exceptional director whose work is of proven merit and whose opinion is worthy of attention. The director’s distinctive, rather heavy face, his dark suit and his somewhat arrogant side-ways look are indicators of a sense of superiority and formality. The

Business 50 p week 2 Essay Example | Topics and Well Written Essays - 250 words

Business 50 p week 2 - Essay Example Policies and procedures define the service culture and the mode of operation within an organization. The essence of recommending changes in the manner in which policies and procedures are established is to give priorities on certain aspects that are critical for employees and customers. Formulation of policies and the process of implementation requires an approach that focusses centrally on the clients while maintaining the interest of the employees (Martinez & Hobbi, 2008). Most of the policies focus on the organization and not the workers and the clients who are supposed to be served. Service culture requires a two-dimensional approach where the interest of the customers and the employees are catered for with due diligence. Catering for the needs of the employees enhance motivation thus increasing the levels of productivity for the organization. Consequently, a customer-centric approach in policy formulation ensures that the client satisfaction in terms of service delivery is achieved as appropriate (Martinez & Hobbi, 2008). Changing the design of policies and procedures enhance prompt service delivery positive impact on the service culture of the

SCHINDLER'S LIST (1993) Essay Example | Topics and Well Written Essays - 1000 words

SCHINDLER'S LIST (1993) - Essay Example During the time of this movie Jews were being relocated to ghettos and concentration camps during this period. Ghettos were fenced in areas, normally in the rundown section of the Jewish part of town. These ghettos were crowded, dirty due to no running water, and had no food except what was smuggled or rationed. All Jewish property, except for a bag or two was confiscated in the name of the German Third Reich. Businesses, houses, properties, bicycles, radios, money, jewelry, and all other assets had to be turned over, or face the penalty of death. Corruption was normal when dealing with confiscated Jewish property. This was the setting for Schindler and his Jews. The movie begins with a family celebrating Shabbat by lighting candles in color. Then fades to black and white showing Schindler (Liam Neeson) setting in a room with other SS and their dates. Schindler, being a German civilian, came to Crackow, Poland in order to become a war profiteer. As a card carrying NAZI, Schindler was allowed to open a business sponsored by the German Army. The only problem was Schindler did not know how to run a business. Itzhak Stern (Ben Kingsly) comes to his rescue by taking over business tasks after helping finance Schindler’s business through connections in the ghetto. The Jews did not want to turn their gold and possessions over to the SS and never receive anything back. By giving Schindler gold, the Jews gained a place to work and a promise of better rations. Schindler opened a mess kit factory for the Wehrmacht. Itzhak Stern tried to forge as many papers for fellow Jews to be essential to the German war machine. Jews deemed essential were spared from deportation to Auschwitz. Schindler and his employees felt that maybe the factory would help survive until the Russians made it to Krakow. This might have been the case, but Amon goeth (Ralph Fiennes) arrived to build the Plaszow Concentration Camp.

Basic token economy

Basic token economy Abstract According to Martin and Pear (2007), a token economy is a system of behavior modification based on the principles of operant conditioning. The original proposal for such a system emphasized reinforcing positive behavior by awarding tokens for meeting positive behavioral goals. Token economies have also been implemented to decrease disruptive behaviors and increase appropriate behaviors. Tokens can then be redeemed for reinforcing objects or activities at a later point in time. Basic Token Economies According to Martin and Pear (2007), a token economy is a form of behavior modification program in which individuals can earn tokens for performing desirable behaviors, and can cash in their tokens for various backup reinforcers. Individuals receive tokens immediately after displaying desirable behavior. The tokens are collected and later exchanged for items or privileges (such as food or free time) and punishing undesirable behaviors by taking away tokens. Shapiro and Goldberg (1986) have provided research to show that the use of an individual contingency token system proves to be an effective method for increasing positive student behaviors History of Token Economies Kazdin (1982), reports that programs based upon the administration of rewards developed long before the emergence of behavior modification systems such as token economies. One such system from the 1800s has been discovered in England. According to Kazdin and Pulaski (2006), Joseph Lancaster posted a notice that read, All who will may send their children and have them educated freely, and those who do not wish to have education for nothing may pay for it if they please. When attendance rose to 1,000 students, Lancaster developed a system by which selected children served as helpers or monitors. The selected monitors would check other childrens work and tokens were given to the children and the monitors. The tokens could be exchanged later for various prizes. Risley and Wolf (1997) state that unlike the token economies used today, the 19th century system was not well defined in that it did not detail the responses that led to the delivery of tickets or give specific exchange rates. In addition, the delivery of back-up reinforcers could be delayed for exceedingly long periods, These rewards will be exchanged, three times a year, for objects of value and useful for the children. Risley Wolf state, Nevertheless, the basic elements of a token economy are clearly present in this classroom discipline system developed in the 19th century. Kazdin (1982) states that token economies with regard to motivating behavior were first formalized in studies performed by Ayllon and Azrin in the 1960s. Ayllon and Azrin worked with mental health institutions and prisons to test token economy systems. They found great success in motivating the change of behavior through token economies. Kazdin (1982) reports on a study performed by Rollins, Thompson, and their colleagues who developed token economies in several elementary school classrooms. These programs were very effective in raising the students academic achievement. When the researchers returned to evaluate the long-term effects they found that the school had discontinued the token economy system and behaviors returned to preprogram behavior. Description Martin and Pear (2007) list several elements that are necessary when developing a token economy. First, tokens can be anything that is visible and countable and can be exchanged for privileges or merchandise. It is best to have tokens that are attractive, easy to carry and dispense, and difficult to counterfeit. Commonly used items include poker chips, stickers, point tallies, or play money. Martin and Pear (2007) contend that tokens are to be administered in a positive manner. When an individual displays desirable behavior, he or she is immediately given a designated number of tokens. Tokens are not to have any value of their own. They are collected and later exchanged for meaningful objects, privileges or activities. In some programs individuals can also lose tokens (response cost) for displaying undesirable behavior. Clearly Defined Target Behavior Martin and Pear (2007) stated that individuals participating in a token economy needed to know exactly what they must do in order to receive tokens. Desirable and undesirable behavior is explained ahead of time in simple, specific terms. The number of tokens awarded or lost for each particular behavior is also specified. Back-up Reinforcers Back-up reinforcers are the meaningful objects, privileges, or activities that individuals receive in exchange for their tokens. Examples include food items, toys, extra free time, or outings. The success of a token economy depends on the appeal of the back-up reinforcers. Individuals will only be motivated to earn tokens if they anticipate the future reward represented by the tokens. A well-designed token economy will use back-up reinforcers chosen by individuals rather than by staff. Developing a system for exchanging tokens Martin and Pear (2007) have stated that a time and place for purchasing back-up reinforcers is necessary. The token value of each back-up reinforcer is pre-determined based on monetary value, demand, or therapeutic value. For example, if the reinforcer is expensive or highly attractive, the token value should be higher. If possession of or participation in the reinforcer would aid in the individuals acquisition of skills, the token value should be lower. If the token value is set too low, individuals will be less motivated to earn tokens. Conversely, if the value is set too high, individuals may become easily discouraged. It is important that each individual can earn at least some tokens. Consistent Implementation by the Staff Martin and Pear (2007) state that in order for a token economy to succeed, all involved members must reward the same behaviors, use the appropriate amount of tokens, avoid dispensing back-up reinforcers for free, and prevent tokens from being counterfeited, stolen, or otherwise unjustly obtained. Staff responsibilities and the rules of the token economy should be described in a written manual. Staff members should also be evaluated periodically and given the opportunity to raise questions or concerns. Initially tokens are awarded frequently and in higher amounts, but as individuals learn the desirable behavior, opportunities to earn tokens decrease. (The amount and frequency of token dispensing is called a reinforcement schedule.) For example, in a classroom, each student may earn 25 to 75 tokens the first day, so that they quickly learn the value of the tokens. Later, students may earn 15 to 30 tokens per day. By gradually decreasing the availability of tokens (fading), students should learn to display the desirable behavior independently, without the unnatural use of tokens. Reinforcers that individuals would normally encounter in society, such as verbal praise, should accompany the awarding of tokens to aid in the fading process. Efficacy Mathur (1996) states that many behavior management techniques, if applied correctly and consistently in a systematic fashion over an extended period-of-time, token economies can be a highly effective method for changing or controlling student behavior. Many factors make a token economy effective. One such factor is that tokens can be easily dispensed without disrupting the teaching/learning process. Another effective factor is that tokens can be exchanged for a variety of individualized backup reinforcers. Requirements for earning reinforcement can be adjusted as the needs of the students change. A token economy system may give the teacher flexibility in adjusting the relationship between certain behaviors and rewards, and may allow for continued pairing of tokens with more natural social reinforcers. Finally, token economies can be used to help the student acquire skills that will eventually lead to other more natural reinforcers such as good grades (Mathur, 1996). Limitations According to Martin and Pear (2007), some include a form of response cost in their token economy. This involves penalizing students for inappropriate behavior by taking away tokens they have earned. The ethics of taking away what a student has fairly earned is questionable. In addition, a threat to the student is implicit in response cost. Response cost may lead to a student behaving appropriately only out of fear or anxiety of losing points or tokens. Additionally, it may lead to power struggles that become setting events for undesired behaviors. Martin and Pear (2007) state some disadvantages of implementing a token economy include cost, effort, and extensive staff training and management. If staff members are inadequately trained or there is a shortage of staff, desirable behaviors may not be rewarded or undesirable behaviors may be inadvertently rewarded, resulting in an increase of negative behavior. Some professionals find token economies to be time-consuming and impractical. Conclusion A token economy, when used correctly, is an effective form of behavior modification that increase desirable behavior, and decrease undesirable behavior with the use of tokens and back up reinforcers. The tokens are collected and later exchanged for a meaningful object or privilege. According to Martin and Pear (2007) token economies have been used effectively in psychiatric wards, in institutions and classrooms for persons with developmental disabilities, in classrooms for children and teenagers with attention-deficit hyperactivity disorder, in normal classroom settings ranging from preschool to college university classes. References Ayllon, T. (1999). How to use token economy and point systems (2nd ed.). Austin, Texas: Pro-Ed. Kazdin, A. E. (1982). The token economy: A decade later. Journal of Applied Behavior Analysis, 15, 431-445. Kazdin, A. E., Pulaski, J. L. (2006). Joseph Lancaster and behavior modification in education. Journal of the History of the Behavioral Sciences, 13(3), 261-266. Martin, G., Pear, J. (2007). Token Economies. In Behavior modification: What it is and how to do it (pp. 323-334). Upper Saddle River, New Jersey: Pearson Prentice-Hall. Mather, S. (1996). Why token reinforcement works. Teacher Mediator, 2, 10-14. Risley, T. R., Wolf, M. M. (1997). The origin of the dimensions of applied behavior analysis. Journal of Applied Behavior Analysis, 30, 377-381. Shapiro, E. S., Goldberg, R. (1986). A comparison of group contingencies for increasing spelling performance among sixth grade students. School Psychology Review, 15, 546-557. Token Economy System Definition. In Encyclopedia of Mental Disorders [Web]. Advameg, Inc. Retrieved 4/9/2009, from http://www.minddisorders.com/Py-Z/Token-economy-system.html.

Lockean Philosophy in Jonathan Swifts Gullivers Travels Essay

An Exploration of Lockean Philosophy in Gulliver's Travels  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚   Ricardo Quintana asserts in his study Two Augustans that even "though Swift as a traditional philosophical realist dismissed Lockian empiricism with impatience, he recognized in Lockian political theory an enforcement of his own convictions" (76). It may be argued, however, than when two contemporary authors, such as Locke and Swift, are shaped within the same matrix of cultural forces and events, they reveal through their respective works a similar ideology. The purpose of this paper is twofold: first, to explore the parallels between Locke's Some Thoughts Concerning Education and Swift's Gulliver's Travels, using textual evidence and literary criticism; and second, to compare the methods prescribed by Locke and Swift for education, taking into account some cultural views in the eighteenth-century. The first half of the eighteenth-century, sometimes referred to as the "Age of Reason," marked a "new era in parent-child relations, based upon a confluence of political and religious currents" that radically altered the accepted social attitudes towards children (Braverman 37). The revision of the late seventeenth-century political and cultural perspective gave rise to a new philosophy that regarded children as more-or-less inherently good and virtuous. This milder view differed from earlier beliefs that portrayed children as fallen creatures, who embodied original sin derived from Adam and Eve's Fall. Commenting on Locke's Thoughts, Lawrence Stone observes the following in his extensive study The Family, Sex, and Marriage in England, 1500-1800: [Locke's] book coincided with the overthrow of Divine Right Monarchy, the rejection of the doctrine of P... ...versity of California Press, 1968. Ezell, Margaret J. M. "John Locke's Images of Childhood: Early Eighteenth Century Response to Some Thoughts Concerning Education." Eighteenth-Century Studies. Winter. 1983: 139-55. Locke, John. Two Treatises of Government, The Works of John Locke. Vol. 5. London: Thomas Teggs et al., 1823. Locke, John. Some Thoughts Concerning Education, The Works of John Locke. Vol. 9. London: Thomas Teggs et al., 1823. Quintana, Ricardo. Two Augustans: John Locke and Jonathan Swift. Madison: University of Wisconsin Press, 1978. Setten, Henk van. "Some Thoughts Concerning Education by John Locke, 1693."The History of Education Site. 1-2 pp. Online. Internet. 23 Sept. 1999. Available: http://www.socsci.kun.nl/ped/whphistedu/locke/locke_intro.html Swift, Jonathan. Gulliver's Travels. Oxford: Oxford University Press, 1998.