The American Dream - 847 Words

Many people are trying to achieve the American dream and want to live a decent life which is why they try to complete their education first by getting their degree which will lead them to a job. Since the competition for higher education has been on the rise the stakes are higher which make people take questionable actions. Many people overwork themselves in hopes for a better lifestyle. The American Dream is achieved by hard work and dedication to become successful. Sometimes success gets into peoples head so much that it takes over their life. The American Dream can provide so much for someone in the future but can also cause great pain in the future as well. In some cases people can take as much as to two or even three full time jobs.†¦show more content†¦Education contributes to the American dream by making them work hard in school, making the students knowledgeable, and using those skills to guide them to a job that will eventually lead them to the American Dream. Although that sounds great it is not all that simple. For instance, there are many types of students. There are students who are good at certain subjects, there are students who are fast learners, and there are students who are slow learners. In todays education society it has become very competitive. Many students are trying to get into those top ivy league schools. Student believe that if they go to an ivy league school with a good reputation and get good grades it will be easy for them to find a job and become successful. Of course, sometimes that does work but sometimes life does not end up that way. Many ivy league students tend to stress out a lot and feel like they are not good enough because of the high competition. There is much at stake since college will pretty much prepare them for the workfield they are going into. There are many students that do well in school and graduate with high GPA’s who are most likely to be successful, but what about the ones who don’t do so well? Well in an article called â€Å"Brain Gains† written by Margaret Talbot, he tell us that â€Å"In 2005, a team led by Sean Esteban McCabe, a professor at the University of Michigan’s Substance Abuse Research Center, Reported that in the previous year 4.1 percentShow MoreRelatedImmigrants And The Am erican Dream1362 Words   |  6 PagesImmigrants and the American Dream In the article â€Å"The American Dream†, by James Truslow Adams in The Sundance Reader book, he stated that the American dream is that dream of a land in which life should be better and richer and fuller for everyone, with opportunity for each according to ability or achievement. It is a difficult dream for the European upper classes to interpret adequately, and too many of us ourselves have grown weary and mistrustful of it. It is not a dream of motor cars and highRead MoreThe American Dream By Kimberly Amadeo1637 Words   |  7 PagesNowadays, a large number of people migrate to the United States to work and achieve the American Dream. According to the Article â€Å"What is the American Dream?† by Kimberly Amadeo, â€Å"The American Dream was first publicly defined in 1931 by James Truslow Adams in Epic of America. Adam’s often-repeated quote is, ‘The American Dream is that dream of land in which life should be better and richer and fuller for everyon e, with opportunity for each according to ability or achievement.’† There are many peopleRead MoreAnalysis Of The Movie The American Dream 754 Words   |  4 Pages Nyreel Powell Ms. Jones American Literature 1 June 2015 The American dream in A Raisin in the Sun Have you ever had a dream and it didn’t come how you wanted it to be? Have you ever had accomplishments that you wanted to achieve but people were getting in the way of them? The four main characters in this book all have good dreams but there are people in the way of getting to those dreams or their dream is too high to accomplish. A Raisin in the Sun a play written by Lorraine Hansberry, andRead MoreSister Carrie and the American Dream1618 Words   |  7 PagesThe American Dream is surely based on the concept of â€Å"Life, Liberty and the Pursuit of Happiness† but it is above all, a matter of ambition. James Truslow Adams, an American writer and historian, in 1931 states: life should be better and richer and fuller for everyone, with opportunity for each according to ability or achievement†, which not only points towards a better standard of living for Americans but also denounces a degree of greed in the US society. Ambition not only â€Å"killed the catâ₠¬  butRead MoreGrapes Of Wrath And The American Dream1644 Words   |  7 PagesThe idea of the American Dream is ever changing depending on the person and the time of life that person is in. Although the main ideas of the American Dream remain the same to be educated, economically sound, healthy, to have a family, and equal rights. Many great films and works of literature were created to show case all the different ideas people have for their American Dream. The film â€Å"Grapes of Wrath† directed by John Ford and the poem â€Å"I Will Fight No More Forever† by Chief Joseph, both depictRead More Destruction of the American Dream Essay2145 Words   |  9 PagesDestruction of the American Dream I’ve talked about it in the past, the destruction of the American Dream. Always, there have been papers, writings, and thoughts that quantify a particular section of its ultimate demise, be it due to money, education, or sexuality. Maybe the destruction cannot be viewed as a singular event or cause. Perhaps instead it must be examined as a whole process, the decay and ultimate elimination of a dream. Self destruction, if you will†¦ Mr. Self Destruct Read MoreSuccess As One Of The American Dream1137 Words   |  5 PagesApril 2015 Success as One of The American Dream When we hear the word â€Å"success†, we often think of wealth and money. To some people, the embodiment of being success is earning a lot of money. In fact, the concept of success is primarily based on how much money a person earns. However, each person views the definition of success differently. One way to define success is something that has more to do with flash than it does with substance. John Wooden, an American basketball player and coach viewRead MoreJim Cullen And The American Dream2081 Words   |  9 Pages The American Dream, as defined by Cullen, is starting your goal off with a little and ending with more; it s like a business, you invest in it in order to gain more money. Usually, people will define the American Dream as being able to achieve your goal because everyone is offered opportunities. Cullen does acknowledge that people are born with different opportunities, so he talks about the good life. The good life describes different factors that determine your opportunities. Throughout the otherRead MoreFactors Influencing The American Dream1834 Words   |  8 Pagesindividual to succumb or to not succumb to the seductions of crime. These three factors are brilliantly portrayed in the television show, Breaking Bad and the novel, The Stick Up Kids. The American Dream is what many American citizens strive for. However, not all of those citizens are able to achieve the American Dream through a legal pathway. The reason an indivudal may not being able to do so is because of his or her background factors. It is important to note that background factors are a fractionRead MoreShark Tank And The American Dream1755 Words   |  8 PagesShark Tank and The American Dream The TV show Shark tank embodies everything the American dream represents. The show obtains successful Entrepreneurs ready to invest their own money into other Americans wanting to be just like them, reaching the American dream and become a successful entrepreneur. The show presents entrepreneurs working towards the goal of creating a business to not only gain wealth but also change the way we live today. The show is to keep the American dream alive and well while

Brand and Pepsi - 3309 Words

Table of Contents 1.0 Introduction 2 2.0 Decision Making Process 2 3.0 Need Recognition amp; Problem Awareness 3 4.1 Motivation 3 4.2 Motivation and Involvement 3 - 4 4.3 Promotion 4 4.0 Information Search 4 5.4 Culture and Subculture 4 - 5 5.5 Memory 5 5.6 Product 6 - 7 5.7 Promotion 7 5.0 Evaluation of Alternatives 7 6.8 Attitudes 7 6.9 Product 7 - 8 6.10 Price 8 - 9 6.11 Promotion 9-10 6.12 Personality 10 6.0 Purchase 10 7.13 Place†¦show more content†¦An example of this can be seen when the Pepsi Company held a â€Å"Fire Passing† activity that consisted of passing the fire of the Olympic Games in preparation of the Beijing 2008 Olympic Games. This type of motivational tactic enhanced the involvement of consumers and actually created an environment that suggested that Pepsi wants to be part of their lives. This type of involvement appeals to consumers and increases their favorability towards Pepsi. It can also lead to consumers being motivated to purchases Pepsi as well as create brand awareness. 3.3 Promotion Consumers can also become motivated by the various slogans such as: -Passport to refreshment -Pepsi has the taste thirst goes for. -Pepsi adds life. -The pause that refreshes Pepsi has attempted to make consumers believe that consuming a Pepsi entails a refreshing; exciting experience that triggers an emotional response that can only be satisfied with their product. Examples of this can be seen in their advertisements which perceive Pepsi to be the ultimate thirst quencher unsurpassed by other brands therefore consumers who see these advertisements may experience the need for a Pepsi. Image #1 ------------------------------------------------- 4.0 Information Search As the consumer becomes motivated to seek a solution to their problem of thirst, they engage in two forms of information search: 1) Internal 2)Show MoreRelatedBrand Equity of Pepsi3179 Words   |  13 PagesA REPORT ON BRAND EQUITY OF Submitted by: Amrapali Singh (11) Ankush Redhu (16) Anup Sharma (18) Atul Kumar Singh (27) Devanshu Mehta (36) Kalyani Barman (57) INTRODUCTION Pepsi is a 100-year-old carbonated soft drink brand loved by over 200 million people worldwide. The largest single selling soft drink brand in India, Pepsi is ubiquitous on just about every social occasion. In 1886, the US Caleb Bradman, a man with a plan formulated a blockbuster of a digestive drink and decided to call it Brad‟sRead MoreBrand Audit of Pepsi3823 Words   |  16 Pages[pic] BZU, BAHADUR SUB-CAMPUS LAYYAH DEPARTMENT OF BUSINESS ADMINISTRATION MBA 2009-12, SEMESTER 6 FINAL TERM REPORT BRAND MANAGEMENT BRAND AUDIT OF LUX SUBMITTED TO: Mr. RASHID SAEED STUDENT GROUP AKHTAR HUSSAIN CHUGHTAI (MB-09-22) SANIA FAROOQ (MB-09-07) MUHAMMAD IHSAN UL HAQ (MB-09-02) ADNAN ASLAM KHAN (MB-09-28) AprilRead MorePepsi Brand Equity Measurement2815 Words   |  12 Pages1|Page Pepsi Brand Tracker (Project2 Part2 Brand Equity Measurement) PRAXIS BUSINESS SCHOOl A report Submitted to Prof. Srinivas Govindrajan In partial fulfilment of the requirements of the course Product and Brand Management On 03/08/09 BY Apoorva Jain Gunjan Dugar Hardik Mishra Manoj Mani Iyer PEPSI BRAND EQUITY PRAXIS BUSINESS SCHOOL 2|Page Executive Summary The objective of this project was to find out the brand equity of Pepsi . The parameters which enabled us to arrive atRead MorePepsi Evolution of Brand Essay examples694 Words   |  3 PagesJohn Smith 2/12/14 Professor Hanson BUS131 Pepsi Evolution of Brand When we think of Pepsi, we envision a red, white and blue circle, waving like a flag. But a version of the iconic logo that we now attribute to the soda didnt exist until over 50 years after the company was made. Initially named â€Å"Brad’s Drink† Pepsi was created in 1893 by a pharmacist named Caleb Bradham. It was renamed Pepsi-Cola, a title that was trademarked in 1903. Although the brands name hasnt changedRead MoreEssay about Pepsi vs Coke Brand Positioning943 Words   |  4 Pagesinsightful. 1. Interbrand Names 100 Best Global Brands http://www.marketingpilgrim.com/2010/09/interbrand-names-100-best-global-brands.html 2. What Pamp;G Taught Me About Brands http://maxbrandequity.com/Documents/What%20PG%20taught%20me%20about%20Brands.pdf 3. The Power of Brand Equity http://www.thinkingleaders.com/archives/964    Questions: Write what you believe are the current global brand positionings for Coke and Pepsi (the brands, not the companies)? Few other companies in theRead MoreFrito Lay : A Brand Name That Branches Off Of Pepsi Co1003 Words   |  5 PagesFrito Lay Incorporation is a brand name that branches off of Pepsi Co. Frito Lay Inc. is a brand which it specializes, markets, manufactures, and sells potato chips, corn chips, and snack foods. Frito Lays primary snack food that carries the brand name is obviously the Fritos corn chips, and the other leading products are Doritos and Tostitos tortilla chips and Cheetos cheese flavored chips. Depending on the region some snacks are more popular than others, for example Lays and Ruffles are demandedRead MoreThe Pepsi Of Pepsi Cola1373 Words   |  6 PagesPepsi is one of the most well-known beverage brands in the world. The Pepsi Bottling Group is a part of the larger multi-billion-dollar company PepsiCo. PepsiCo currently is the largest food and beverage manufacturer in the United States and one of the world s biggest companies. They offer a plethora of carbonated drink s, waters, coffee, teas, energy drinks, and sports drinks to consumers. Notably Pepsi is known for distributing; Pepsi-Cola, Mountain Dew, Sierra Mist, Lipton teas, Starbucks, AmpRead MoreMarketing Mix1452 Words   |  6 Pages  47). In order to understand the marketing mix one must describe the elements of the marketing mix, how each element is implemented, and describe how each one of the four elements of the marketing mix affects the development of a company such as Pepsi –Cola Company’s marketing strategy and tactics. The marketing mix is probably the best-known marketing term. The Four P’s According to  Mind Tools  (2011),  Marketing mix is a general phrase used to describe the differentRead MorePepsi Blue Case Study1521 Words   |  7 PagesPEPSI BLUE CASE STUDY: THE CHALLENGES INHERENT IN EXECUTING A GLOBAL RE-BRANDING CAMPAIGN During the 1990s, PepsiCo launched new products and engineered a global re-branding campaign in an effort to grow sales volume; reinvigorate their stagnant brand; and to close the increasingly large sales and market share gap between itself and its primary competitor, Coca-Cola. In 1993, Pepsi jump-started its marketing efforts by adding two brands to its portfolio: Crystal Pepsi and Pepsi Max. CrystalRead MoreCase Study : The Pepsi Company1170 Words   |  5 Pages The Pepsi Company In 1898, Bradham Caleb, a pharmacist, experimented using different chemical substances from spice, juice, and syrup. Eventually, he succeeded by inventing Pepsi-Cola (â€Å"The Pepsicola Story†). â€Å"The Pepsicola Story† article reported that Bradham enhanced his invention by adding mixtures of vanilla, kola nut, rare oil, and carbonated water. From a fountain in his shop, Bradham sold the mixture to people and it became popular. The customers named the product Brad’s drink, but he later

The Sociology of Health Free Essays

string(65) " to control their own actions and place no blame on the patient\." The Sociology of Health The socio-medical model of health The socio-medical model of health focuses on the social factors which effect an individual’s health and well-being. They believe each person should be treated in accordance to their own personal circumstance and situation surrounding there illness, rather than be treated as a member of a group suffering from a particular illness, and should be treated the same as each person within that group. The socio-medical model concentrates on social factors contributing to the standards of health. We will write a custom essay sample on The Sociology of Health or any similar topic only for you Order Now Social inequality and living standards are important influences on the standards of health. The socio-medical model suggests that the wealthy are more likely to have good health and suffer from less illness, and the poor are more likely to have bad health and suffer from more illnesses than the wealthy would. Things which could be factors contributing to ill health within societies with poor living standards, according to the socio-medical model are; damp or cold houses, lack of exercise, poor diet, lack of education and health awareness etc. The socio-medical model also suggests that the standards of health varies across different cultures, and that what is considered an illness in one society might be not be seen as an illness in another society. For example the contagious skin disease ‘yaws’ was so common in sub-Saharan Africa early this century that it was not considered a disease at all, it was considered normal because most of the population had the disease. The socio-medical model thinks that some societies also treat people with an illness differently from other societies. For example Australia does not allow anyone with HIV into the country, which is seen by most other countries as morally wrong and contrasts with the way people with HIV are treated in the majority of societies around the world. Time is another factor which the socio-medical model believes influences the standards of health. For instance cigarettes were promoted as being positive over 60years ago, whereas today smoking cigarettes is a well-known health threat. Socio-medical treatments for illnesses include looking at an individual’s personal situation, identifying the factors which have contributed to their illness or disorder, and removing these factors in order to correct or resolve the problem. For example a young man who has gone bald, from a socio-medical point of view, would be assessed and factors in his life such as great stress at work would be identified, this stress would be seen as the cause of his premature baldness, and they would try to help the man find a health way to vent his stress – in order to improve his condition. The biomedical model would view this man in a different way, they would concentrate on genetic factors such as premature baldness in his father, and put this forward as the cause in contrast to the socio-medical model. The biomedical model of health The biomedical model emerged after the industrialisation of the western world. New scientific discoveries and methods were being used to produce a new model of health which used new technologies and tests such as x-rays, biopsies and electroencephalographs in order to monitor people’s health. These tests aim to show ‘biological malfunction or irregularity’ in order to diagnose illnesses, which are then treated using biological methods such as drugs, operations, hospitalisation etc. (Ross Clarke, 2012). According to the biomedical model the individual is not responsible for their illness or condition, and think that illness is caused by; a biological breakdown within the individual (this can be things such as infections, genetic malfunctions, broken bones and so on) or by external factors invading the body – such as virus’s and disease etc. They believe every single illness has ‘one single observable cause’. (Mike Harris, 2008). The biomedical model believes that the cause for a certain illness in one person has the same cause of that illness in another person – so all people with that illness should be given the same treatments, no individual cases are usually taken into account. (Ross Clarke, 2012). The biomedical model refers to ‘good health’ as having no illness. If you have ‘bad health’ you are considered to be ill, or to have an illness. Treatment is given with the aim of correcting a malfunction within the body and once this malfunction is corrected, you will be considered to be healthy again. (The Open University, 2012). The biomedical model is the dominant model of health in the modern western world. It treats illness and ‘malfunction’ with the use of medication, operations, radio and chemo therapy, transplants etc. Some socio-medical methods of treatment, however, are used alongside the biomedical model treatments, such as the use of therapy. (Unknown Author, 2012). The different approaches to mental health and illness Mental health and illness can be defined and viewed in many different ways according to many different factors including; the models of disability, the culture, gender, social class, the time period, religion etc. (Ross Clarke B, 2012). The biomedical, or medical, model of health would describe mental illness in the same way they describe any other illness; that it is caused by one single physical/genetic cause. This could be things such as genes passed down from your parents, a bump or bang to the head etc. They believe that symptoms are caused by a physical problem within the person or in the brain and they group these symptoms together in order to diagnose an illness or syndrome. The medical model uses two classification systems of mental illness in order to diagnose a patient. These two systems are the DSM IV and the ICD-10. The DSM identifies the patient’s symptoms in order to give a diagnosis for their disorder, while the ICD-10 not only identifies the disorder and relevant symptoms, but it also tries to identify a cause. Andrews, G. , Slade, T. , Peters, L. 1999). The medical model of mental health describes people with mental illnesses as victims of their disorder, they see them as being unable to control their own actions and place no blame on the patient. You read "The Sociology of Health" in category "Essay examples" The medical model uses drugs and therapies in order to treat people with mental illness, these could be things such as antipsychotic drugs, antidepressant drugs, mood stabilisers, sectioning, institutionalisation, ECT (Electro compulsive therapy), psychosurgery etc. (Saul McLeod, 2008). The socio-medical model’s approach to mental health is a total contrast to that of the medical model. It believes that many of the treatments used by the biomedical model are inhumane and unnecessary, and that mental illness is a result of social and personal factors surrounding an individual, rather than as a result of a biological cause. The socio-medical model would use therapies such as CBT (cognitive behavioural therapy), client-centred therapy, family interventions, self-help groups, social and individual learning skills sessions and vocational training. The therapies used by the socio-medical model aim to give insight into the patients personal problems which could be causing the mental illness, they aim to give the patient unconditional positive regard, boost self-esteem and confidence (which may be low due to the negative perceptions of mental illnesses in most societies) and try to promote an independent life for the patient so that they can live in society safely, whilst still getting the care and treatment they need from community carers etc. (Coppock and Dunn, 2009). They believe the society you live in, your quality of life and your social class has a great influence on an individual’s mental health. They would say that due to the financial stresses and low life quality of the lower classes, this would make them more likely to suffer from mental illness. They will use the client centred therapy to identify the personal problems in an individual’s life such as marital problems, financial problems, problems in the work place etc. The socio-medical model believes that the medical model stigmatizes patients by treating all patients suffering from a particular mental illness the same. They believe that society has a negative perception of mentally ill people and that they should not be labelled as it is not their fault they are suffering from that condition. (Ross Clarke B, 2012). Besides the different medical models, there are also other approaches to the study of mental health. Sigmund Freud, and others who follow the psychodynamic theory, would say that mental illness is due to an unsuccessful completion of a psychosexual stage or due to a trauma in a person’s childhood, and that bringing their unconscious thoughts to the surface of the conscious mind (using psychotherapy) will eliminate the problem. Unknown Author B, 2011). Different time periods have also had different approaches to the study of mental illness. Early this century, for example, people suffering from mental illness were seen as being inadequate to the rest of society, a danger to their-selves and others and unable to live ‘normally’ within society. They treated these people inhumanely, carrying out horrendous treatments which often resulted in patients becoming emotionless and ‘zombified’. Before the 1950’s ECT was carried out without the use of anaesthetic, which was very painful and uncomfortable for the patient. Around this time people with mental illnesses were being institutionalised on a regular basis, and by the mid 1950’s there was a total of around 150,000 people across the UK in mental institutions. (BBC, 2010). People were institutionalised for a variety of different reasons, ranging from sufferers of depression, to violent outbursts (mostly among women) and then extreme things such as murder or suicide attempts. These institutions at the time thought they were providing the best form of treatment for their patients, but people in more recent times think that the institutions had an unpleasant ‘prison-like atmosphere’ and that they totally took away people’s rights, freedom, independence, social skills and self-esteem and confidence and that the treatments they used were unnecessary and inhumane. (BBC, 2010). In the late 1950’s – early 1960’s a more humane approach started to be taken to the study of mental health. The start of the NHS in 1948 meant that mental health would now have a more modern and humane view from society, the NHS started to introduce new treatments and therapies in the asylums/institutions such as ‘programmes of activity’ including craft and sewing classes ect, and also introduced an ‘open-door policy’, aiming to give the patients more independence and freedom. This new approach recognised that asylums were not necessary for all mentally ill patients and in 1961, a man named Enoch Powell tried to change societies vision of mental ill health and, as the health minister of the time, he vowed to close all mental asylums/institutions and to instead, release patients into society, providing treatment and care for them at home and in the community via community carers. (Adam McCulloch, Michael Fitzpatrick, 2011). It wasn’t until the 1970’s however that people stopped being admitted into the asylums and still took until the 1980’s for the first asylum to close. By 1990 100,000 patients had been released into society and mental hospitals started to become extinct. This was the start of care in the community for the mentally ill, as we know it today. (BBC, 2010). The modern approach to mental illness is that there could be a number of causes, whether that be genetic, organic, personal, social or a combination of either, and that sufferers should not be labelled, should not be considered ‘abnormal’ and that they should be treated just like any other ‘normal’ member of society. Ross Clarke B, 2012). They should receive sufficient care via GP/hospital appointments, care in the community and by alternative therapies such as family interventions, self-help groups etc. ‘User movements’ have also quite recently been introduced, this is a system which encourages the patient to work with a professional such as a doctor/psychiatrist to help choose the treatments they receive in order to make them feel more in cont rol of their illness or disorder and to help them feel more confidence that the chosen treatment will work. BBC, 2010). People with mental illnesses are no longer stigmatised or labelled and a majority of the western world have now accepted mental illness as a genuine problem which needs to be solved, rather than seeing it as a condition which needs to be locked away from society like in the early 50’s. References Mike Harris. (2008). Sociology of health and illness. Available: http://www. slideshare. net/Bias22/sociology-of-health-and-illness-presentation#btnNext Last Accessed: 06/12/2012 Unknown Author. (2012). What is the biomedical model? Available: http://www. wisegeek. com/what-is-the-biomedical-model. htm Last Accessed: 06/12/2012 Ross Clarke. (2012). Booklet 3 – the different constructions of health and illness. The Manchester College, 2012 The Open university. (2012). Models of healthcare: the biomedical model. Available: http://openlearn. open. ac. uk/mod/oucontent/view. php? id=398060section=1. 6 Last Accessed: 06/12/2012 Andrews, G. , Slade, T. , Peters, L. (1999). Classification in psychiatry: ICD-10 versus DSM-IV. The British Journal of Psychiatry. v. 174. no. 1. p. 3 – 4 Ross Clarke B. (2012). Booklet 4 – approaches to the study of mental health and illness. The Manchester College, 2012. Saul McLeod. (2008). The medical model. Available: http://www. simplypsychology. org/medical-model. html Last Accessed: 06/12/2012. Coppock and Dunn. (2009). Understanding mental health and mental distress. Available: http://www. sagepub. com/upm-data/30675_02_Coppock__Dunn_Ch_01. df Last Accessed: 06/12/2012. Unknown Author B. (2011). Psychology 101. Available: http://allpsych. com/psychology101/personality. html Last Accessed: 06/12/2012. BBC (2010). BBC4 video – mental history of the mad house. Last Accessed 27/11/2012. Adam McCulloch, Michael Fitzpatrick. (2011). Mental institutions, Enoch Powell and community care. Available: http://www. communitycare. co. uk/blogs/social-care-the-big-picture/2011/09/mental-institutions-enoch-powell -and-community-care. html Last Accessed: 06/12/2012. How to cite The Sociology of Health, Essay examples The Sociology of Health Free Essays string(65) " to control their own actions and place no blame on the patient\." The Sociology of Health The socio-medical model of health The socio-medical model of health focuses on the social factors which effect an individual’s health and well-being. They believe each person should be treated in accordance to their own personal circumstance and situation surrounding there illness, rather than be treated as a member of a group suffering from a particular illness, and should be treated the same as each person within that group. The socio-medical model concentrates on social factors contributing to the standards of health. We will write a custom essay sample on The Sociology of Health or any similar topic only for you Order Now Social inequality and living standards are important influences on the standards of health. The socio-medical model suggests that the wealthy are more likely to have good health and suffer from less illness, and the poor are more likely to have bad health and suffer from more illnesses than the wealthy would. Things which could be factors contributing to ill health within societies with poor living standards, according to the socio-medical model are; damp or cold houses, lack of exercise, poor diet, lack of education and health awareness etc. The socio-medical model also suggests that the standards of health varies across different cultures, and that what is considered an illness in one society might be not be seen as an illness in another society. For example the contagious skin disease ‘yaws’ was so common in sub-Saharan Africa early this century that it was not considered a disease at all, it was considered normal because most of the population had the disease. The socio-medical model thinks that some societies also treat people with an illness differently from other societies. For example Australia does not allow anyone with HIV into the country, which is seen by most other countries as morally wrong and contrasts with the way people with HIV are treated in the majority of societies around the world. Time is another factor which the socio-medical model believes influences the standards of health. For instance cigarettes were promoted as being positive over 60years ago, whereas today smoking cigarettes is a well-known health threat. Socio-medical treatments for illnesses include looking at an individual’s personal situation, identifying the factors which have contributed to their illness or disorder, and removing these factors in order to correct or resolve the problem. For example a young man who has gone bald, from a socio-medical point of view, would be assessed and factors in his life such as great stress at work would be identified, this stress would be seen as the cause of his premature baldness, and they would try to help the man find a health way to vent his stress – in order to improve his condition. The biomedical model would view this man in a different way, they would concentrate on genetic factors such as premature baldness in his father, and put this forward as the cause in contrast to the socio-medical model. The biomedical model of health The biomedical model emerged after the industrialisation of the western world. New scientific discoveries and methods were being used to produce a new model of health which used new technologies and tests such as x-rays, biopsies and electroencephalographs in order to monitor people’s health. These tests aim to show ‘biological malfunction or irregularity’ in order to diagnose illnesses, which are then treated using biological methods such as drugs, operations, hospitalisation etc. (Ross Clarke, 2012). According to the biomedical model the individual is not responsible for their illness or condition, and think that illness is caused by; a biological breakdown within the individual (this can be things such as infections, genetic malfunctions, broken bones and so on) or by external factors invading the body – such as virus’s and disease etc. They believe every single illness has ‘one single observable cause’. (Mike Harris, 2008). The biomedical model believes that the cause for a certain illness in one person has the same cause of that illness in another person – so all people with that illness should be given the same treatments, no individual cases are usually taken into account. (Ross Clarke, 2012). The biomedical model refers to ‘good health’ as having no illness. If you have ‘bad health’ you are considered to be ill, or to have an illness. Treatment is given with the aim of correcting a malfunction within the body and once this malfunction is corrected, you will be considered to be healthy again. (The Open University, 2012). The biomedical model is the dominant model of health in the modern western world. It treats illness and ‘malfunction’ with the use of medication, operations, radio and chemo therapy, transplants etc. Some socio-medical methods of treatment, however, are used alongside the biomedical model treatments, such as the use of therapy. (Unknown Author, 2012). The different approaches to mental health and illness Mental health and illness can be defined and viewed in many different ways according to many different factors including; the models of disability, the culture, gender, social class, the time period, religion etc. (Ross Clarke B, 2012). The biomedical, or medical, model of health would describe mental illness in the same way they describe any other illness; that it is caused by one single physical/genetic cause. This could be things such as genes passed down from your parents, a bump or bang to the head etc. They believe that symptoms are caused by a physical problem within the person or in the brain and they group these symptoms together in order to diagnose an illness or syndrome. The medical model uses two classification systems of mental illness in order to diagnose a patient. These two systems are the DSM IV and the ICD-10. The DSM identifies the patient’s symptoms in order to give a diagnosis for their disorder, while the ICD-10 not only identifies the disorder and relevant symptoms, but it also tries to identify a cause. Andrews, G. , Slade, T. , Peters, L. 1999). The medical model of mental health describes people with mental illnesses as victims of their disorder, they see them as being unable to control their own actions and place no blame on the patient. You read "The Sociology of Health" in category "Papers" The medical model uses drugs and therapies in order to treat people with mental illness, these could be things such as antipsychotic drugs, antidepressant drugs, m ood stabilisers, sectioning, institutionalisation, ECT (Electro compulsive therapy), psychosurgery etc. (Saul McLeod, 2008). The socio-medical model’s approach to mental health is a total contrast to that of the medical model. It believes that many of the treatments used by the biomedical model are inhumane and unnecessary, and that mental illness is a result of social and personal factors surrounding an individual, rather than as a result of a biological cause. The socio-medical model would use therapies such as CBT (cognitive behavioural therapy), client-centred therapy, family interventions, self-help groups, social and individual learning skills sessions and vocational training. The therapies used by the socio-medical model aim to give insight into the patients personal problems which could be causing the mental illness, they aim to give the patient unconditional positive regard, boost self-esteem and confidence (which may be low due to the negative perceptions of mental illnesses in most societies) and try to promote an independent life for the patient so that they can live in society safely, whilst still getting the care and treatment they need from community carers etc. (Coppock and Dunn, 2009). They believe the society you live in, your quality of life and your social class has a great influence on an individual’s mental health. They would say that due to the financial stresses and low life quality of the lower classes, this would make them more likely to suffer from mental illness. They will use the client centred therapy to identify the personal problems in an individual’s life such as marital problems, financial problems, problems in the work place etc. The socio-medical model believes that the medical model stigmatizes patients by treating all patients suffering from a particular mental illness the same. They believe that society has a negative perception of mentally ill people and that they should not be labelled as it is not their fault they are suffering from that condition. (Ross Clarke B, 2012). Besides the different medical models, there are also other approaches to the study of mental health. Sigmund Freud, and others who follow the psychodynamic theory, would say that mental illness is due to an unsuccessful completion of a psychosexual stage or due to a trauma in a person’s childhood, and that bringing their unconscious thoughts to the surface of the conscious mind (using psychotherapy) will eliminate the problem. Unknown Author B, 2011). Different time periods have also had different approaches to the study of mental illness. Early this century, for example, people suffering from mental illness were seen as being inadequate to the rest of society, a danger to their-selves and others and unable to live ‘normally’ within society. They treated these people inhumanely, carrying out horrendous treatments which often resulted in patients becoming emotionless and ‘zombified’. Before the 1950’s ECT was carried out without the use of anaesthetic, which was very painful and uncomfortable for the patient. Around this time people with mental illnesses were being institutionalised on a regular basis, and by the mid 1950’s there was a total of around 150,000 people across the UK in mental institutions. (BBC, 2010). People were institutionalised for a variety of different reasons, ranging from sufferers of depression, to violent outbursts (mostly among women) and then extreme things such as murder or suicide attempts. These institutions at the time thought they were providing the best form of treatment for their patients, but people in more recent times think that the institutions had an unpleasant ‘prison-like atmosphere’ and that they totally took away people’s rights, freedom, independence, social skills and self-esteem and confidence and that the treatments they used were unnecessary and inhumane. (BBC, 2010). In the late 1950’s – early 1960’s a more humane approach started to be taken to the study of mental health. The start of the NHS in 1948 meant that mental health would now have a more modern and humane view from society, the NHS started to introduce new treatments and therapies in the asylums/institutions such as ‘programmes of activity’ including craft and sewing classes ect, and also introduced an ‘open-door policy’, aiming to give the patients more independence and freedom. This new approach recognised that asylums were not necessary for all mentally ill patients and in 1961, a man named Enoch Powell tried to change societies vision of mental ill health and, as the health minister of the time, he vowed to close all mental asylums/institutions and to instead, release patients into society, providing treatment and care for them at home and in the community via community carers. (Adam McCulloch, Michael Fitzpatrick, 2011). It wasn’t until the 1970’s however that people stopped being admitted into the asylums and still took until the 1980’s for the first asylum to close. By 1990 100,000 patients had been released into society and mental hospitals started to become extinct. This was the start of care in the community for the mentally ill, as we know it today. (BBC, 2010). The modern approach to mental illness is that there could be a number of causes, whether that be genetic, organic, personal, social or a combination of either, and that sufferers should not be labelled, should not be considered ‘abnormal’ and that they should be treated just like any other ‘normal’ member of society. Ross Clarke B, 2012). They should receive sufficient care via GP/hospital appointments, care in the community and by alternative therapies such as family interventions, self-help groups etc. ‘User movements’ have also quite recently been introduced, this is a system which encourages the patient to work with a professional such as a doctor/psychiatrist to help choose the treatments they receive in order to make them feel more in cont rol of their illness or disorder and to help them feel more confidence that the chosen treatment will work. BBC, 2010). People with mental illnesses are no longer stigmatised or labelled and a majority of the western world have now accepted mental illness as a genuine problem which needs to be solved, rather than seeing it as a condition which needs to be locked away from society like in the early 50’s. References Mike Harris. (2008). Sociology of health and illness. Available: http://www. slideshare. net/Bias22/sociology-of-health-and-illness-presentation#btnNext Last Accessed: 06/12/2012 Unknown Author. (2012). What is the biomedical model? Available: http://www. wisegeek. com/what-is-the-biomedical-model. htm Last Accessed: 06/12/2012 Ross Clarke. (2012). Booklet 3 – the different constructions of health and illness. The Manchester College, 2012 The Open university. (2012). Models of healthcare: the biomedical model. Available: http://openlearn. open. ac. uk/mod/oucontent/view. php? id=398060section=1. 6 Last Accessed: 06/12/2012 Andrews, G. , Slade, T. , Peters, L. (1999). Classification in psychiatry: ICD-10 versus DSM-IV. The British Journal of Psychiatry. v. 174. no. 1. p. 3 – 4 Ross Clarke B. (2012). Booklet 4 – approaches to the study of mental health and illness. The Manchester College, 2012. Saul McLeod. (2008). The medical model. Available: http://www. simplypsychology. org/medical-model. html Last Accessed: 06/12/2012. Coppock and Dunn. (2009). Understanding mental health and mental distress. Available: http://www. sagepub. com/upm-data/30675_02_Coppock__Dunn_Ch_01. df Last Accessed: 06/12/2012. Unknown Author B. (2011). Psychology 101. Available: http://allpsych. com/psychology101/personality. html Last Accessed: 06/12/2012. BBC (2010). BBC4 video – mental history of the mad house. Last Accessed 27/11/2012. Adam McCulloch, Michael Fitzpatrick. (2011). Mental institutions, Enoch Powell and community care. Available: http://www. communitycare. co. uk/blogs/social-care-the-big-picture/2011/09/mental-institutions-enoch-powell -and-community-care. html Last Accessed: 06/12/2012. How to cite The Sociology of Health, Papers