Advertising And Social Networking Sites Media Essay

Advertising And Social Networking Sites Media Essay Advertising is broadly defined as the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.(Bovee, 1992) Upon dissection of this definition for clarity, it can be seen that the process and the industry of advertising is a one way flow of communication from a party that pays for the communication to the target audience, who are intended to be prompted by this mode of communication into becoming consumers. Social networking sites (SNS) are an emerging and almost increasingly indispensable trend in the present decade. The current trend of increasing use of cyber space has resulted in large number of people all over the world using e-mail SNS; this is not only because of the entertainment and connectivity that it allows, but also because of the ease of access and sharing of several types of data that is possible through these sites. The sharing might be updates regarding home, family, work, health, or of pictures, audio, and even links to other interesting websites on the Internet. The users of SNS are not restricted to youth alone; its popularity and advantages have resulted in several adult and older adult populations becoming as users of SNS as well. The popularity of SNS makes it an excellent and a natural choice as a platform for advertising to transcend to, simply because it has the attention of potential customer while they are relatively vulnerable to advertising methods. The users of SNS are there for entertainment and advertising in this arena is possibly not something they are expecting. It could be a boon and a bane for advertisers when the target audience are unaware of their presence being construed as potential customers for a product or service. The present study aims to demonstrate that social networking sites are increasingly being used as an advertising platform by users and advertisers, using a survey that analyzed the general populations opinions of the same. 1.2 Background information The form of online advertising that uses SNS as a platform has come to be known as social network advertising and the relationship between SNS as a platform for advertising and advertising as a concept have been investigated by few other researchers. These studies provide a comparative analysis of the success or failure of social network advertising to conventional media. There were studies that aimed at examining the relationship between the two variables of advertising and SNS, or establishing the validity of one over the other, or even analyzing the advantages of social network advertising for companies themselves. The relevance of this topic is vital as can be seen by the recently released B-to-B Marketing Leadership Study, which revealed that over two-thirds of B-to-B marketers intend to decrease spending on print advertising during the next two to three years. The study was conducted jointly by American Business Media, the Association of National Advertisers, and consulting firm Booz Co., The study also found that 67 percent of B-to-B marketers intend to increase spending on social media during the same period, and that 64 percent said that they planned to increase digital spending. The 2010 Social Media Marketing Industry Report on the use of social media to market the businesses revealed that companies with enough manpower for marketing or those that arent computer literate may not be interested in social media but many service providers like electrical contractors and electricians may find that an optimized website is adequate for marketing, while companies that are willing to spend time and advertising budget could benefit greatly from social media as it may offer a venue to address criticisms and correct misconceptions of customers regarding products or services. 1.3 Concept of Social Media Marketing Finding a universally accepted definition of social media marketing may not prove to be extremely hard, but the industry and the field have not progressed to such a degree that there is a popular accepted definition for social media marketing and advertising. However, several definitions for the same have been hazarded. It is simplistically the use of SNS in online advertising. There are three major classifications of SNS based advertising; however, these are not properly defined and broad: direct advertising that is based on your network of friends, direct advertising placed on your social networking site, and indirect advertising by creating groups or pages. There are no well-defined indicators to measure the success of social media marketing, but one factor has a lot of weight in deciding the fate of social media marketing and advertising: finance. With regard to finance, the concept of Return On Investment (ROI) is an indicator that is commonly used to measure the financial successes of social media marketing and advertising in terms of cost reduction and consequent increases in margin. Ryan Deutsch defines ROI as one of several commonly used tools to evaluate the the financial consequences of business investments, decisions, or actions. Most forms of ROI analysis compare investment returns and costs by constructing a ratio, or percentage. There are few case studies on the monetization through SNS, which precludes the presence of studies on advertising in SNS. To date, ROI is the most popular indicator along with Key Popular Indicators (KPI), and the Lead Generation Funnel. KPI has three components to track: expanded reach to new audiences, influencer sharing behaviour, and conversions and monetization. Nicole Kelly elaborates that exposure, influence, engagement, action/convert are the key items in the Lead Generation Funnel model. 1.4 The Relationship There is no doubt that social media and advertising are a power combo, combining entertainment with marketing, and convenience with advertising. This phenomenon extends to the larger picture of advertisement on the whole. SNS have gone the extra mile to monetize on their services through advertisers that they have sometimes compromised on the privacy of the users. These other negatives issues are being addressed but still in nascent stage Facebook Places was one such option in the SNS Facebook, which allowed organizations to track the whereabouts of users, therefore pitching the demographic- and ethnic-appropriate products and services. This is an example of a negative aspect of monetization of what was previously just entertainment. It is not correct to place blame entirely on the owners of SNS either, as their endeavours in providing an online socializing experience for users has to be monetarily sensible as well. These issues aside, the breaches in privacy and the consequent outcry only proves the magnitude of scope and potential available for monetization through SNS, and advertising is one of the primary paths to such a monetization. 1.5 The Relationship: Indianised A look at the present scenario of the literature available about the relationship does not reveal much. A global perspective of the same has limited literature on it as it is an emerging field for study and a budding opportunity for the market. The scope of advertising through SNS in India is perhaps not as effective as it might be abroad as the number of Internet users in comparison to the countrys population as a whole is still not very significant, but never the less growing at a rapid pace. However, there is a potential for huge financial stake is involved, in terms of cost reduction, increase in demand for product service to vast majority of potential customers to be tapped at a quicker pace the addition revenue generation and earning opportunity for many, especially when the Indian-based ads cater to the global market. This study has obtained the opinions of Indians on the subject of advertising as a prospect for them; however, it need not necessarily reflect the choice of Indians as a whole, or even for the city of Bangalore. It is however, a window into the ideas and desires of the modern urban youth with regard to advertising in SNS. If the attitudes of the youth from a country regarding advertising and marketing through SNS, that is only just shedding its Third World status is favourable, the attitudes and beliefs of the youth from developed countries with higher cash flow through the Internet will be predictably phenomenal. The purpose is to look at global prospects in advertising and marketing through SNS, even while taking into account the possibility of the same in the Indian context and demographic. 1.5.1 Hypothesis The existing literature suggests the need for a study based in India. In this regard, the following hypothesis is developed, analyzing the opinions and attitudes of persons in Bangalore, Karnataka, India. . This could be supplemented by similar studies in other urban centres, Mumbai, Delhi, Kolkata, Chennai, Hyderabad, Ahmadabad Pune. The youth favour and endorse advertisements in social networking sites 1.5.2 Data Treatment Taking the case of 10 subjects from Bangalore, Karnataka, India, the opinions and attitudes toward advertising and marketing through SNS was analyzed. The data were administered through a Likert Scale type of survey, developed specifically for the present study. The study uses the tabulated and interpreted variant of this data to draw conclusions that support and disprove the aforementioned hypothesis. The scale measures four aspects of the respondents opinions: personal belief regarding marketing and advertising in SNS, use of SNS for another party/person, individual purchase as a result of ads in SNS, and belief in the impact of SNS. The data are separately and generally analyzed. 1.6 Justification for the study An indigenous and localised study is important to understand the nuances of a grass root level picture, even though in a cosmopolitan city like Bangalore, there could still be further sub groups in terms of ethnic back ground, culture, personal preferences. The data reveals the opinions of urban youth in Southern India. The field of social media marketing is burgeoning globally, though not at the same pace in the national context. It is therefore important to record the opinions and attitudes of Indians regarding the issue under consideration which might act as a window to the receptivity of the country to a globally popular concept Thus, it should be noted that components of study that are determined by various socio-cultural and economic and literacy patterns, determine the extent of development when they work in liaison. 1.7 Chapter Plan To explore and evaluate the beliefs and opinions of South Indians on the issue of advertising and marketing through SNS the study is divided in five chapters. Chapter one gives a brief insight about the study bringing forth the need for the study to be conducted while tracing evidences of background information. Chapter two elaborates on the previous studies and findings. Chapter three describes the methodology and the treatment given to the data collected and the statistical methods adopted for analysing the data collected. Chapter four gives a detailed account of the behaviour of the data by presenting the findings of the study and illustrates the relationship between the variables. The data, in this section, is treated with statistical analysis and the results are interpreted thereof. Chapter five summarises the key findings and draws theoretical and policy implications. This chapter also suggests avenues of further research in the area including privacy legal issues Patent, and intellectual property rights related issues. 1.8 Key Findings of the Study For the formulated hypothesis that the youth favour and endorse advertisements in SNS, the study findings and analysis of the data during the study validates the hypothesis with exceptions. 1.9 Conclusion The beliefs of youth and Internet users in general, with regard to the hypothesis that they encourage and believe in advertisements from SNS, as interpreted from this study that used the Likert Scale, with the sample size of 10, is valid.

Rejection and Isolation in A Portrait of the Artist as a Young Man Essa

As James Joyce's A Portrait of the Artist as a Young Man unfolds, the central theme of isolation and rejection becomes evident. From birth to adolescence, the protagonist of the story, Stephen Dedalus, responds to his experiences throughout life with actions of rejection and isolation. He rebels against his environment and isolates himself in schoolwork, family, religion and his art, successively. James Joyce uses Stephen Dedalus' responses of isolation and rejection to illustrate the journey that the artist must take to achieve adulthood. Even as a young boy, Stephen experienced rejection and isolation at school. On the playground Stephen "felt his body [too] small and weak amid the [other] players" (Joyce 8). His schoolmates even poked fun at his name. In response to his rejection by the other boys Stephen makes a conscious decision to "[keep] on the fringe of his line, out of sight of his prefect" and the other boys. Stephen is later depicted as choosing the "warm study hall" rather than the playground with his friends outside (Joyce 10). His rejection at school leads him to isolate himself in his schoolwork, thus putting himself on a scholarly path that will give him the intellectual skills necessary for the artist within him to achieve adulthood. In his later years at school, Stephen's isolates himself through his "relationship to authority [and conformity] and his rebellion against it" (Ryf 27). In the classroom Stephen is "pandied" (beaten with a cane) and accused of being a "lazy little schemer" by a Jesuit priest for not completing his homework due to his broken glasses (Joyce 50). In rebellion, Stephen reports the injustice to the rector only to later discover that the rector took th... ...g above the waves and slowly climbing the air? a prophecy of the end he had been born to serve and had been following through the mists of childhood and boyhood, a symbol of the artist forging anew in his workshop out of the sluggish matter of the earth a new soaring imperishable being" (Joyce 169). Stephen breaks with his past to achieve adulthood and an unrestricted artistic vision that allows him to connect to the world that he had rejected. Works Cited: Joyce, James, A Portrait of the Artist as a Young Man. The Viking Press: New York, 1916. Ryf, Robert S., A New Approach to Joyce. University of California Press: Berkeley, 1962. Works Consulted: Connely, Thomas E., Joyce's Portrait Criticisms and Critiques. Meredith Publishing Company: New York, 1962. Litz, A.. Walton, James Joyce. Twayne Publishers: New York, 1966.

Case Study: Our Perfect Wedding Essay

Claire has done a reasonably good job about target markets for her new web based business, and understands the relevant needs quite well. But for the marketing mix, she as fallen short because it’s not clear whether this business involves one strategy or several strategies. For example, a marketing mix that appeals to engaged couples would not be the same as a marketing mix that appeals to the companies that pay for web pages. Claire’s target markets are engaged couples /newlyweds (for gift registry); companies that target newlyweds with both goods and services (with the advertising of web pages); and friends and family of the couple to be married (whom the advertisers want to reach). Claire has done a reasonably good job about target markets for her new web based business, and understands the relevant needs quite well. But for the marketing mix, she has fallen short because it’s not clear whether this business involves one strategy or several strategies. For example, a marketing mix that appeals to engaged couples would not be the same as a marketing mix that appeals to the companies that pay for web pages. Claire’s target markets are engaged couples /newlyweds (for gift registry); companies that target newlyweds with both goods and services (with the advertising of web pages); and friends and family of the couple to be married (whom the advertisers want to reach). What may or may not be obvious at first is that there is little about this business that requires that it be focused only on customers or advertisers in the same city or metro area. To the contrary, gift-givers who are inclined to get on the internet to check a wedding registry might be equally willing to order gifts from distant companies (advertisers), especially if the company provides special services such as gift wrap, personalized gift cards, and delivery direct to the recipient. Even for local customers, there may be a number of mail order, catalog, and specialty retailers in distant locations who are interested in reaching this target market. Simply focusing on retailers or service providers in the local area to generate website listings and advertising revenue may not make sense. Similarly, there is little reason that the registry service should be limited to local couples-a user of the Internet usually doesn’t know or care whether the base operation for a website is nearby or far away. To the extent that there are advantages of localizing aspects of the service, Claire could potentially set up a segmented approach in which different parts of the website were designed to appeal to people from different areas. As a start, for example, she might think about retailers or advertisers who have facilities or base operations in her own area but who also are targeting customers in other places. Let’s think about the marketing mix that Claire offers for each of these target markets. For each group: What is the specific product (and what are its benefits)? What is the price of obtaining those benefits? How are the benefits promoted? And (to a lesser extent) what is Claire’s role in the place arrangements between the advertisers and their customers? How does her current geographic focus come into play? The benefits for engaged couples seem pretty clear. The $20 price to register is not a big investment if it saves time and leads to the desired gifts rather than things that are not of interest. So, it is unlikely that price sensitivity should be big concerns unless other services appear that will provide the service (and/or other superior benefits) for free. This is certainly a possibility because revenue from advertisers could pay for the services provided if enough advertisers and customers can be attracted. If the couple doesn’t know about the service and doesn’t know to look for it, they won’t sign up. There is also some evidence for this diagnosis because the main flurry of activity came after Claire finally got some attention with publicity. That attention and interest simply wasn’t forthcoming from her limited advertising. Claire should work harder to get more publicity. There also seems to be a very important role for word-of-mouth referrals here. For example, there is no explicit discussion in the case about how friends and family of the couples are supposed to learn about the website, but it would certainly make sense to develop ideas that could be shared with the registered couples about how to inform gift givers about the website, what it is supposed to do, and how it is supposed to work. Furthermore, the relationship with couples who do sign up needs to be a close one, even if for only a short time period. Most couples are not going to be repeat customers but on the other hand, couples who are about to get married often know others who are at the same life stage; especially the among the younger first time married. Claire needs to think about how to stimulate word-of-mouth referrals so that people who do sign up help to bring in additional customers. Since she doesn’t have a lot of money, one way to do this is to think in terms of marginal revenue from new customers and what it might cost her to acquire a customer. It might be better and cheaper to offer couples who recommend the service to a friend a $5 or $10 â€Å"rebate† on the $20 fee, or perhaps she could enter them in a bi-monthly drawing for some more substantial prize like a honeymoon trip. So far, Claire has not done a particularly good job of giving advertisers a reason to buy into her service. She is basically selling a professional service to them, but most of them can’t evaluate it in advance and they are unclear about its benefits. The comparison with the cost of a Yellow Pages ad is interesting because it provides a sort of reference price for the advertiser. Yet, the advertiser probably sees some sort of Yellow Pages listing as a must buy. Perhaps this sort of website advertising will become a must buy, but probably not until more of these companies target customers who think of the web as â€Å"the place† to look for this sort of information. Claire is also being a bit production-oriented in the way she is thinking about her product. She designs web pages in her other job, and so she is thinking about potential advertisers who need a web page. But companies that already have a good web page might be more interested in something else, like a banner ad or button ad at her website that would allow a net surfer to click over to get their existing message. Companies that have already invested in a website know that they face the same problem that Claire does–they want to attract people to the site. So, for them the value of banner ads (perhaps at a lower cost, or even with the fee based on the number of click-through from Claire’s website) might be easier to see. Claire also might think about the pricing arrangement for advertisers. She currently bundles the price of the on-time service of preparing the web page and the ongoing online web page. She might want to charge separately for the preparation of the web page and/or allow customers to have something more elaborate than a single page. Claire’s service in many ways operates with the same approach as a magazine attracting an audience and advertisers who want to reach that audience. Yet, most companies that sell advertising media time and space rely on personal selling and/or offer incentives to advertising agencies or others that refer business. Claire hasn’t done much personal selling to advertisers, even after her direct response mailing didn’t work. The case offers several hints why she didn’t like the job she had doing personal selling, and she is busy doing other things. It is likely that if she is going to need to get help if the personal selling parts of her promotion blend is going to be handled well. Since she doesn’t have a big budget, she might think about trying to find someone who would sell advertising space on her website on a straight commission basis. That way, she would not have much expense until she had revenues. Of course, the salesperson would still need to have a good story to tell, and that might depend on having a way to better establish the link between the advertiser’s sales and visits to the websites. For example, if Claire could convince advertisers to offer a small discount to customers who purchased because of the website she might be more successful in getting customers to tell the advertisers that â€Å"I am an OurPerfectWedding. com† customer. The case also portrays her as a doer not as a planner, which is in part true. She had an idea but doesn’t have a detailed plan for what needs to be done. Rather, she hasn’t yet really made the investment of time and money to give her idea a chance to work. She’s a doer when it comes to some things but has not really been a dedicated doer when it comes to getting this business started. She probably wouldn’t have the time to do that unless she gave up her full-time job or really cut back on her social life. While it is not hard to think about different things that Claire could do, what is perhaps more relevant is what is she willing to do.

The Rise Of The Spartan Empire And Its Women - 1602 Words

Erin Thamm Major Mitchell HH215 May 1, 2015 The Rise of the Spartan Empire and Its Women A Spartan mother handed her son his shield as he prepared to march off to battle. She said, â€Å"Come back with this or on it.† Beginning around 490 BC when civilization was ruled largely by men; every man was proven their preeminence within their society based highly on their woman. As stated in the book, â€Å"Warrior Ethos,† Leonidas picked the men he did not for their â€Å"warrior prowess† but he instead picked them for the courage of their women. Women in the Spartan society were known for their great influence on Spartan men. Their roles as Spartan soldier’s wives were major. Spartan women were strong both physically and mentally, they were well educated and given more freedom than majority of women in the ancient world. Spartan women played a significant role in the rise and fall of the Spartan Empire, though it was small compared to world empires, it was a role that would providing a last impression for generations to follow. This role was based predominantly on their background growing up, their marriage, and how much land they possessed. There was a reason why the women of Spa rta were so tough. They grew up in pursuit of physical perfection and self-dependence which had a great advantage over the other women in the different parts of the region. What most people most likely do not know is that, like the boys, girls were educated and trained in the same way as the boys. SpartanShow MoreRelatedAthens And Spart Sparta993 Words   |  4 Pagesancient Greece. Athenians and Spartans lived their lives different, and they valued different things. Athenians and Spartans had an Assembly, whose members were elected by the people. 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We can see this tracing time from Athens, to Sparta, the Roman Republic, its Empire and the rise ofRead MoreThe Rise And Fall Of The Spartan Empire1922 Words   |  8 Pagescaused the Spartans to weaken, rather than the duration of the decline; since Sparta went through numerous decline, studying what caused their decline would not be as potent compared to what specific event caused the longest decline. Within this piece, I will discuss the rise and fall of the Spartan Empire, and as well as describe some interesting aspects and characteristics of Spartan culture that separates itself from other Greek city-states. Last ly, I will present different theories of Spartan collapseRead More Comparing the Han Dynasty and the Roman Empire Essay2782 Words   |  12 PagesRoman Empire were two grand empires that rose out of preexisting territories and provided relative peace over wide areas. The collapse of the Qin Dynasty (221-206 BCE), which was the first great land-based empire in East Asia, came after a period of war, confusion, and tyrannical rule. Due to the political disorder that stemmed from the early dynastic activity, the emergence of the Han Dynasty (206 BCE- 228 CE) sprung to focus on restoring order. On the other hand, the rise of the Roman Empire (44

Chemically Impaired Nurses - 1052 Words

Chemically- Impaired Nurses Jaime Littles Christina Mazzeo Sociology 101 Research Paper When deciding to enter the stressful and demanding field of nursing, I asked myself how will I physically, mentally, and emotionally deal with the demands of the profession? It takes a lot of long hours, knowledge of procedures and practices, and devotion to patients and their families. So how do nurses deal with the demands of their job? It has surprised me that in researching the profession that ten to twenty percent of practicing nurses have substance abuse problems. Substance abuse is defined as using excessive amounts of drugs or alcohol beyond their specified purpose. I chose to research this particular social problem†¦show more content†¦In comparing the different sociological perspectives, I believe it is important to use both micro and macro analysis to investigate this social problem. Micro analysis can be used to analyze individual problems in the nursing profession that cause many nurses to turn to drugs and alcohol. Macro analysis will look at the profession as a whole to see what can be done to improve conditions for nurses and to rehabilitate nurses who are in recovery. I personally would choose both methods because it is important to use different points of views to solve problems in our communities. When looking back 50 years, I believe that chemically impaired nursing was as much a problem then as it is today. There was less documentation back then to account for lost medication. I believe there was an assumption that nurses are respected, trusted, and would never put the patients life in danger. With all of the technology today, I believe it is a lot harder to get away with stealing medication. When administering drugs, there is a lot more documentation and security in the hospitals. Medications are secured in lock boxes which must be accessed by more than one nurse. If I were a sociologist given a grant to investigate chemically impaired nurses, I would go around to hospitals and have a group discussio n. I would ask the nurses to voice their concerns about their workShow MoreRelatedNurse Impairment And Its Effects On The Health Care Organizations837 Words   |  4 Pagesthe most critical problem, such as chemically impaired nursing practice, on a daily basis. All areas of the nursing profession are affected by a chemical dependency and the cost associated with this problem is a great concern for the health care organizations. According to Church (2000), â€Å"nurse impairment affects the safety of the public, the nurse’s well being and the profession as a whole† (p. 2). 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Professional nurses are accountable in several areas including accountability to the public, client, profession, employer, and self (Hood, 2010, p. 307). All professional nurses have the responsibility to work within their scope of practice to provide the best possible care to patients. Nurses’ should have a thorough knowledge about their accountability inRead MoreEthical Issues Of Nurses With Substance Abuse Disorder2444 Words   |  10 PagesEthical Issues that the Nurse, Employer, and society encounter when dealing with a nurse that is an addict Diane Jennette University of West Florida Abstract The responsibility of regulating nursing practice that ensures public safety, health and welfare and accountability to the public for proper governance falls on the State Boards of Nursing (BONs). Substance abuse is the most common disease that affects healthcare workers (Darbro, 2009). The disease of substance abuse disorderRead MoreEvidence-Based Practice and Applied Nursing Research Essay2938 Words   |  12 PagesUniversity Evidence-Based Practice and Applied Nursing Research Article critique Sayre, M.M., McNeese-Smith, D., Leach, L.S., Phillips, L.R. (2012). An educational intervention to increase â€Å"speaking-up† behaviors in nurses and improve patient safety. Journal of Nursing Care Quality, 27(2), 154-160. AREA|METHOD OF REPORT (HOW IT WAS ADDRESSED)| 1. Background information2. Review of the literature3. Discussion of methodology4. Specific data analysis5. Conclusion |Ø

Why Should College Shouldn t Be Free - 1375 Words

Universities used to be a privilege for most academic students to attend and it was very affordable, but currently the price per year to attend college has drastically increased. For instance, in the â€Å"1970’s the average cost was 10,000 dollars a year and today the average cost is 30,000 dollars a year† (CQ Researcher). This is a triple increase in the price per year to attend college. Allowing this increase on college tuition has impacted the student’s attendance rate. This is a significant financial burden for college students and their family. Some believe that college shouldn’t be free because we are risking the value of college education, while others think it should be free because we are trying to avoid having our upcoming generation†¦show more content†¦If college tuition diminished then perhaps fewer students wouldn’t be in debt. According to Rick Staisloff, â€Å"lower cost education would require fewer degree programs, appro priately larger class sizes, less research at non research institutions and more streamlined and efficient administrative services† (CQ Researcher). In other words even if college tuition does lower, it would decrease student’s options toward majors and class space. Not only is the cost of college education increasing, but also financial assistant is decreasing, which is more money out of student’s pockets. Many situations like this are why students tend to work full time, while they are in school. Many students try to avoid being in college debt by working full time in addition to being a full time student. This is not a bad idea, but it is a rough battle because they are trying to make a certain amount of money per week to pay their bills and still in need of time to study. This works out for some students, but not for all. Some students that take part in this role end up with a low GPA or even dropping out of college. The states have noticed the increase of college students in debt after graduating. Therefore, to avoid this they’ve created a work-study program. The work-study program consists of students working part-time while they attend school. The money that they are making is going towards their college loans, or the tuition itself as aShow MoreRelatedAnalysis Of Stephen Chbosky s The Catcher Rye And F. Scott Fitzgerald And Tennessee Williams1460 Words   |  6 Pagesalso wrote a summary on why Stephen s book states that, â€Å" Chbosky only wrote one book th at was shunned from public schools†(Banned 8). After reading Erin s banned book summary she stated why she felt the book should be banned. She believed that Stephen s use of sex was unnecessarily for children to read, but she did believe that high school student should be allowed to read the book in school. 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Renal Disease and its Aspects-Free-Samples-Myassignmenthelp.com

Question: Please Explain why Hypertension causing Kidney Disease. Compare two Options for treatment. Answer: This essay focuses on the pathophysiology, clinical symptoms and treatment procedures of end stage renal disease with respect to the medical reports of a patient. Relationship between pathophysiology and clinical symptoms- The patient is suffering from end stage kidney disease in which the kidneys barely function. In case of end stage renal failure, the rennin-angiotensisn-aldosterone-system (RAAS) gets abnormally upregulated. The enzyme rennin cleaves angiotensinogen to angiotensin I, which is converted to angiotensin II. Upregualtion of RAAS leads to increase in the production of angiotemsin II. There is an increase in intra-glomerular pressure. Hypertension, glomerulonephritis and diabetes are the most common cause of this condition (Jha et al., 2013). Increase in blood pressure leads to thickening of the vasculature (Coresh et al., 2014). The protein metabolism products begin to accumulate in the blood when the kidney stops functioning. This leads to waste buildup. With decline in kidney function, urea begins to accumulate and leads to a condition uremia. Accumulation of fluids in the body leads to edema (swelling of tissues) (Tomino, 2014 ). The other most common symptoms are increase in blood pressure (more than 120/80 mmHg), elevation of potassium levels in blood (greater than 5.0 mmol/L), hyperphosphatemia (reduction in phosphate excretion), hypocalcemia, higher creatinine volume due to low glomerular filtrate, calcification of vascular tissues. Failure to excrete excess amounts of potassium leads to an increase in its levels. This condition is called hyperkalemia. This increased level manifests itself in the form of numbness, weakness, nausea and slow pulse. Excess potassium levels make a patient more prone to cardiac arrest. Decrease in urine output (720 mL/ day compared to 800-2000 mL/day) is another major symptom. Abnormally elevated levels of serum creatinine (825 compared to 135 micromol/L) is a direct consequence of low glomerular filtration rate. Obesity is a major risk factor in case of chronic kidney disease. It is also associated with a high heart rate (HR- more than 80 bpm), crackels in the lungs (Gans evoort et al., 2013). Chronic kidney disease also causes muscle fatigue and makes a patient feel exhausted. This is due to failure in proper oxygen circulation in the body. Signs of depression are extremely common in such patients. Several studies have established links between depression and uremia. The patient has normal sodium levels in the blood. However, a sodium rich diet will increase complications in the body. This disease is also associated with uremic pruritus. The patients suffer from itching syndrome. The normal hemoglobin count ranges from 130-180 g/L. However, a renal patient suffers from anemia (low red blood cell count). Certain psychiatric issues like agitation, palpitation, malaise and somnolence may also develop in case of extreme renal failure. Therefore, the symptoms and biochemical test reports of the patient in this case study are manifestations of kidney failure. Relationship between medical history and renal condition- The patient has a medical history of hypertension, depression and seasonal rhinitis. Hypertension is a leading cause of end stage renal failure. The blood vessels in the body are damaged due to high blood pressure (Hall et al., 2014). The arteries become narrow and hard. Therefore, there occurs a reduction in blood supply to the kidneys. The nephrons do not get nutrients and oxygen in adequate amounts and the balance of salts, acids and hormones in the blood gets disturbed. Kidney failure often leads to development of allergic symptoms like runny nose, which resemble rhinitis conditions. Seasonal rhinitis is a nasal tract inflammation that occurs during specific periods of the year. It is caused due to hypersensitive reactions to pollens, weeds, spores or grasses. There is a close relationship between chronic kidney failure and symptoms of depression. The possible cause for this association might lie in the fact that depressio n leads to inflammation in the body and such inflammations accelerate the progress of kidney failure (Tomino, 2014). A study suggests that depression is more prevalent in patients who are on the fifth stage of chronic kidney failure (end stage kidney disease). The patient also shows a history of alcoholism and smoking. Prolonged smoking reacts with drugs used to treat hypertension and reduces the flow of blood to the kidneys. It also increases the risks of cardiac attacks in people suffering from hypertension. This worsens their condition. The patient also reports consuming 6 stubbies of heavy beer every week. Excess consumption of alcohol interferes with the kidneys ability to filter blood. It also disturbs the balance of fluids and electrolytes in the body. It leads to hepatorenal failure and liver cirrhosis. It also increases blood pressure, which is again associated with chronic kidney damage. Therefore, it can be stated that the patients medical and social history have aggravat ed his renal failure. Management of end stage renal failure- Several treatment options are available, which help in reversing the function of damaging kidneys and purifying the blood. Most patients with end stage renal disease are treated with hemodialysis and renal transplantation (Liyanage et al., 2015). In hemodialysis, an artificial kidney machine or dialyzer is used to restore the balance of electrolytes and to purify the blood. The walls of the dialyzer are made up of cellulose (semi-permeable membrane) and contain pores of different sizes. Solute diffusion across the semi-permeable membrane is its basic mechanism. This membrane separates the two compartments inside the machine (one for washing the fluids, the dialysate compartment and other for blood purification). The concentration gradient across this membrane is maintained by counter-current mechanism (Robinson et al., 2016). Alteraton of hydrostatic pressure inside the dialysate compartment leads to ultrafiltration. Blood from the patient is se nt to the machine by a synthetic graft or an arteriovenous fistula in one arm. The purified blood is returned to the person through the same arm. Hemodialysis is of different types depending on the severity of the disease. Patients can opt for in-centre hemodialysis, daily home hemodialysis or nocturnal home hemodialysis. Certain complications and risks are associated with this procedure. The hand with the arteriovenous fistula can experience some numbness, which can lead to a condition called steal syndrome (Coresh et al., 2014). Other complications like formation of aneurysm, narrowing or clotting of the vessel may also occur. Infection and bleeding are prevalent risks. It creates some adverse mental effects like fatigue, anxiety, depression and increased vulnerability to suicide on the patient as well. Renal transplantation is another effective treatment option. Its success depends on the medical conditions of the kidney donor (Liyanage et al., 2015). A functional kidney is inser ted in the lower portion of the abdomen and connected with the urinary bladder and blood vessels (Muzaale et al., 2014). Several immunosuppressants are prescribed to the patient, which will prevent the immune system from rejecting the donated kidney. Transplantation is considered more effective than hemodialysis and shows better survival chances. Its major complications are abscesses in the walls of the abdomen, abdominal hernia, urinary fistulae and rejection by immune system. Cognitive behavioral changes and depression are associated with this method. Therefore, it can be concluded from the essay that there are several factors which increase the risk of end stage renal disease. The electrolyte balance in the body gets disturbed and the person has to opt for rigorous treatment procedures. References Coresh, J., Turin, T. C., Matsushita, K., Sang, Y., Ballew, S. H., Appel, L. J., ... Green, J. A. (2014). Decline in estimated glomerular filtration rate and subsequent risk of end-stage renal disease and mortality.Jama,311(24), 2518-2531. Gansevoort, R. T., Correa-Rotter, R., Hemmelgarn, B. R., Jafar, T. H., Heerspink, H. J. L., Mann, J. F., ... Wen, C. P. (2013). Chronic kidney disease and cardiovascular risk: epidemiology, mechanisms, and prevention.The Lancet,382(9889), 339-352. Hall, M. E., do Carmo, J. M., da Silva, A. A., Juncos, L. A., Wang, Z., Hall, J. E. (2014). Obesity, hypertension, and chronic kidney disease.International journal of nephrology and renovascular disease,7, 75. Jha, V., Garcia-Garcia, G., Iseki, K., Li, Z., Naicker, S., Plattner, B., ... Yang, C. W. (2013). Chronic kidney disease: global dimension and perspectives.The Lancet,382(9888), 260-272. Liyanage, T., Ninomiya, T., Jha, V., Neal, B., Patrice, H. M., Okpechi, I., ... Rodgers, A. (2015). Worldwide access to treatment for end-stage kidney disease: a systematic review.The Lancet,385(9981), 1975-1982. Muzaale, A. D., Massie, A. B., Wang, M. C., Montgomery, R. A., McBride, M. A., Wainright, J. L., Segev, D. L. (2014). Risk of end-stage renal disease following live kidney donation.Jama,311(6), 579-586. Robinson, B. M., Akizawa, T., Jager, K. J., Kerr, P. G., Saran, R., Pisoni, R. L. (2016). Factors affecting outcomes in patients reaching end-stage kidney disease worldwide: differences in access to renal replacement therapy, modality use, and haemodialysis practices.The Lancet,388(10041), 294-306. Tomino, Y. (2014). Pathogenesis and treatment of chronic kidney disease: a review of our recent basic and clinical data.Kidney and Blood Pressure Research,39(5), 450-489.