Discuss the current status of the Electronic Health Record (EHR) in Research Paper

Discuss the current status of the Electronic Health Record (EHR) in the United States. What still must be accomplished to make t - Research Paper Example Due to the wide acceptance of the benefits to be reaped from such a system the American Recovery and Reinvestment Act was passed in 2009, which promoted a national combined health information system to be developed. (Jha et al, 2009) A recent study suggested that levels of adoption ranged from 5%-59%-the reason being that there is a wide difference amongst practitioners about what functionalities are constituted in an electronic health record. Keeping in line with this drawback the Institute of Medicine has outlined a list of prospective functionalities that relate to an electronic health recording system. (Jha, et al, 2009) In 2010, congress and the Obama administration provided the health care community with a tool to increase the advancement of the electronic health records. It would make incentive payments totaling $27 billion to clinicians and independent physicians in order to adopt a countrywide electronic health record system. Together with the help of the Centers of Medicare and Medicaid Services, the Department of Health and Human Services has decided upon a latest criterion to be followed in 2011 and 2012. These firstly include the core objectives, which is the entry of the basic medical history, demographics, smoking status, vital signs, active medications, allergies etc. of a patient. Other core objectives include several software applications that include the safety, efficiency and quality of healthcare. The secondary (but just as essential) group includes ten tasks out of which any five have to be adopted. The tasks include: drug formulatory checks, clinical laboratories, reminders to patients, and patient-particular health resources to educate them. The Department of Health and Human Services has also devised a system of certifying electronic health records so that users can be sure that they are truthful and exact. (David Bluementhal&MarrelynTavenner, 2010) Impact on nurse staffing: The study by Kossman, Susan P. RN, Scheidenhelm, and Sandra N. RN tries to measure and relate the use of electronic health records to the job performance of nurses and the impact that it has on patients care. The sample included 46 nurses from medical-surgical and intensive care units from two community hospitals in the U.S. The results showed that the electronic health records helped them track important patient material and reports faster through easier and faster access to information, screen alerts and better organization of data. However, the nurses reported that the record process took about 73% of their time and took time away from the care that they could give to patients. The nurses reported that although the use of electronic information systems and electronic health records increased the safety of medical care it decreased the quality of their nursing. (Kossman, Susan P. RN, Scheidenhelm, and Sandra N. RN, 2008) In order to further understand whether electronic health records improve nurse’ job performance and therefore stimu late safe patient care we can use the findings of the study- Perceptions of impact of electronic health records on nurse’ work. (Susan P. Kossman, 2006) Refining medical care for citizens is an international struggle and in keeping with this the Institute of Medicine has described problems with nurse’s work such as problems with staffing, unsafe work conditions, and poor workplace design. The study by

Maternal Stress and the Effects of Childhood Development Essay Example for Free

Maternal Stress and the Effects of Childhood Development Essay In conducting my research on developmental studies, I had the chance to review many academic journals with many different studies. I chose to read, â€Å"The Role of Prenatal Maternal Stress in Child Development,† by Janet A.DiPietro in the, Current Directions in Psychological Science journal. The title of the study itself does identify the independent and dependent variable. The independent variable is the effect of stress, and the dependent variable is the child’s development. In reading the introduction, I learned that throughout history people have thought that the emotions and experiences of a pregnant woman impinge on her developing fetus. (DiPietro, 2004) I also learned that there are no direct neural connections between the mother and fetus. (DiPietro, 2004) The journal went on to describe the physiological processes involved in mother to fetus bio-chemical and hormonal functions. The main studies used in determining theoretical explanations throughout history, have been in animal studies. According to DiPietro (2004), â€Å"the most compelling evidence between maternal physiological functioning and later development in offspring is found in animal studies.† (p. 1). The hypothesis of this study suggests that maternal stressors are more far-reaching on child behavior than previously suspected. (DiPietro, 2004). The main way that this hypothesis has been studied is by utilizing animal research. In a series of studies done with rhesus monkeys, when the mothers were exposed to loud noises throughout pregnancy, the offspring showed delayed motor development and reduced attention. (DiPietro, 2004) It does seem that most of the studies conducted on animals have reported negative consequences. Although reports of either no effects or beneficial ones make it clear that much is left to be learned about the specific characteristics of stressors that either accelerate or retard development. (DiPietro, 2004) The subjects used in the methods section were humans. Although, according to the article, this is difficult to study in the human because of the physiological differences during the pregnancies of the different species, and the fact that researchers are unable to control events that transpire after birth in humans. (DiPietro, 2004) Therefore, there are no graphs, charts or statistical measures seen in this article. There were several methods used to analyze the data in this article. One was the survey. Surveys were done with mothers who had witnessed a catastrophic even such as the World Trade Center disaster, or an earthquake. Although the study was able to show that the mother was indeed stressed during pregnancy, there was no study conducted on the outcome of the child. (DiPietro, 2004) Another method had mothers report about their stress incurred during pregnancy, and then an observer and not a parent rated the infant’s behavior. The article suggests that even the resulting information in this study may be skewed, because the studies relied on the Mother’s reports of their children’s problems. It finally became apparent through this study that the only way for the researchers to examine the effects of stressors on the fetus was to subject women to a non-invasive stressor and then measure fetal response. (DiPietro, 2004) They gave these women a standardized test called the, Stroop Color-Word Test. (DiPietro, 2004) The test caused the women to feel cognitively challenged, therefore inducing increased physiological responses in mother, but interestingly, not in the fetus. Fetal motor activity was actually suppressed, according to the study. (DiPietro, 2004) The final results of the study showed that higher maternal anxiety midway through pregnancy were strongly associated with better motor and mental development scores on the Bayley Scales of Infant Development. (DiPietro, 2004) Interestingly, the research conducted on humans, showed that the effects on the developing child are opposite of the effects on animals. The article ends with this statement, â€Å" Too much or too little stress may impede development, but a moderate level may be formative or optimal. It seems that there is really too little research on this area of study to come to a conclusion. I found this study to be very interesting and relevant to today’s issues within society, and especially the question of nature versus nurture. It makes me think about children who are displaying such violent behaviors such as shooting their classmates and parents. It makes me ask the question of what was going on in the mother’s environment during pregnancy? Did she have an easy, stress free, supported pregnancy, or was there fighting and unrest during the pregnancy? Could factors such as these affect the child and develop into what we label as sociopathic? It would be interesting to conduct a study of pregnant women in a prison setting versus pregnant women in an ideal pregnancy situation, and to study the offspring from birth to five years old. Would the affects of the pregnant woman in prison create certain developmental issues in the children? Does it even matter? These questions and many more within the psychology realm are what make this a fascinating discipline to study. It truly is the nature of ourselves that we get to ask questions about, and find the deeper, hidden meanings. References DiPietro, J. A. (2004, April). The role of prenatal maternal stress in child development. Current Directions in Psychological Science, 13(2), 71-74. Retrieved from http://www.jstor.org/stable/20182913

Characteristics of oligopoly market and the supermarket industry in the UK

Characteristics of oligopoly market and the supermarket industry in the UK The supermarket industry in the UK -Oligopoly Market The leading supermarkets in the UK commonly are known as the big 4, Tesco, Sainsbury, Asda and Morrisons. (oppapers, n.d) It is not doubt that the UK supermarket industry is an oligopoly market because the industry fits the characteristics of the oligopoly. According to Anderton (2008: 322), An oligopolistic market is one where a small number of interdependent firms compete with each other. The UK supermarket industry is a dominant example of it. Anderton also points out oligopolistic market share a number of characteristics that the industry fits of them. First, there are only four large supermarkets in the market. Second, barriers to entry tend to be high. Third, competition in the UK supermarket industry tends to take the form of non-price competition. Fourth, firms are interdependent. For example, the actions of Tesco will have a direct impact on other forms. Some researches show that supermarkets in the UK have advantages for consumers, which include more products that are funct ional and special service such as home shopping service. However, this market structure creates a situation that is more disadvantages for consumers as collusion and high market share. The noted benefits of the market structure for consumers are the innovations of the industry and economies of scale. First, as AmosWEB (n.d) indicates that the innovations such as advance the level of technology, expand production function, increase economic growth are likely been developed by oligopoly and the motive of innovations comes from interdependent competition. According to the Anderton (2008:328), Supermarkets keep a close eye on the activities of other firms in the industry. Anderton (2008:328) also points out, the kinked demand curve model below assumes that if one firm increases its price, the other firms will react asymmetrically to a change in the price. As a result, the supermarket would not increase their price to earn more profits. Therefore, prices in oligopolistic markets seem not to change as much as perfectly competitive markets, which call price rigidity. (Anderton, 2008:323) The supermarket have to innovate so that they can improve their technology such as se lf-scanning machines, create some new productions for consumers and lead them to higher living standards. Secondly, non-price competition is a main characteristic of the UK supermarket industry and has some advantages for consumers. In oligopoly, the marketing mix is epitomized in the 4Ps- price, place, product and promotion. If one firm in this marketing structure wants to earn more profits, it has to take away sales from other firms. Thus, supermarkets will tend to produce products, which needed for their consumers, and offer some special services. According to tutor2u (n.d), there are some examples can show that consumers have benefit from it. For instance, store loyalty cards, home delivery systems, discounted petrol at hyper-markets, extension of opening hours (24 hour shopping in many stores) and internet shopping for consumers. As Supermarket (2008) found that Asda continued to improve its home shopping service. Asda is the UKs second biggest food home shopping business online and now covers more than 90% of the UK population. In order to meet demand in Christmas, Asda has increas ed plenty of delivery slots by 40% compared to 2007. Non-food products are also been offering to on-line shoppers by the supermarket in the UK. Therefore, the UK supermarkets indeed have benefit for consumers. However, the UK supermarket industry has several problems. The main disadvantage for the consumers is collusion. If one firm wants to increase the price in this market structure, it will not gain more profit because other firm will not react. As a result, firms may collude to set price. Collusion is two or more firms secretly agreed to control the prices, production or other aspects of the market. When the firms do so, collusion means the firms behavior tend to be a monopoly. Thus, they can set a monopoly price monopoly quantity produced, and allocate resources are inefficiently as monopoly. (Anderton, 2008:323) Major supermarkets in the UK have large amounts of power and may even collude to set prices, which is illegal. If the firms collude to set price, consumers need to worry about not only the high prices but also the possibility of a low quality product. As Harry (2007) reported that according to the Office of Fair Trading, Britains biggest supermarkets have been fixing the prices of milk, butter and cheese at a cost to the consumer of  £270 million. Because of colluding with five leading dairy producers to raise the prices of milk, butter and cheese between 2002 and 2003, Asda, Morrisons, Safeway, Sainsburys and Tesco were accused by the OFT. Andrew Groves, the leader of OFT investigation, said that Collusion between retailers is a serious illegal behavior and any exchange of information between retailers is certainly change prices so that the consumers become sufferers. (Harry, 2007) As Barriers to entry in the supermarket industry are extremely high, four main UK supermarkets have sharing the massive market. Small retailers are hard to compete with large supermarkets and survive although the government will incentives them such as grants and tax relief. (Socyberty, 2007) Alexander (2008) points out that the High Street 2015 reported the erosion of the small shop is likely to have a catastrophic impact on future consumer choice. Consumers will be the biggest losers because limited choice of store brands, limited choice of available products, and limited choice of shopping locations, higher prices and reduced consumer service are the possibilities in 2015. Therefore, consumers choice is reducing and may lose their benefits. To sum up, the supermarket industry in the UK is less to the benefit of consumers. The firms in the supermarket industry are able to collude and set price. It is bad for the market to adjust the price. The demise of the small shop would mean that consumers would be disadvantaged. However, in oligopoly market, not all the structure is bad for the consumers. The market competition between the supermarkets can improve the technology in logistics and creations new productions to decrease the cost. If the government interventions are able to use more efficient to prevent collusion, then the price of the production will be more stable and available. If the government can have more policy to protect the small shop for the convenience of consumer, the supermarket industry will be more benefit to the consumer. References Alexander, A; Bailey, A; Hamlett, J and Shaw, G (2008) [Online] Regulating UK supermarkets: an oral-history perspective http://www.historyandpolicy.org/papers/policy-paper-70.html (Accessed: 25th February 2010) AmosWEB Encyclonomic WEB*pedia (n.d) [Online] oligopoly http://www.amosweb.com/cgi-bin/awb_nav.pl?s=wpdc=dspk=oligopoly (Accessed: 4th February 2010) Anderton, A. (2008). Economics (5th Edition) Harlow: Pearson Education Harry W (2007) [Online] UK supermarkets fixed milk and cheese prices 2007 http://www.telegraph.co.uk/news/uknews/1563663/UK-supermarkets-fixed-milk-and-cheese-prices.html (Accessed: 7th February 2010) Socyberty (2007) [Online] Government Intervention In The UK Supermarket Industry http://socyberty.com/economics/government-intervention-in-the-uk-supermarket-industry/ (Accessed: 25th February 2010) Supermarket (2008) [Online] Middle class bargain hunters boost sales at Asda http://www.supermarket.co.za/news_detail.asp?ID=1082 (Accessed: 6th February 2010) Tutor2u (2004) [Online] A2 Economics http://www.tutor2u.net/economics/revision_focus_2004/A2_Oligopoly.pdf) (Accessed: 7th February 2010) Tutor2u (n.d) [Online] oligopoly http://tutor2u.net/economics/content/topics/monopoly/oligopoly_notes.htm (Accessed: 6th February 2010) Uk Grocery Market (n.d) [Online] Uk Grocery Market http://www.oppapers.com/essays/Uk-Grocery-Market/157719 (Accessed: 30th January 2010)

Jazz and Blues Feedback to Jamaica :: essays papers

Jazz and Blues Feedback to Jamaica Music seems to mimic time in a way. As the human race passes through history, the music and its language acts in essence as a speculum of human culture and its path, lavish with its longings, its grief, but always stirring (Santoro, 2). In this paper, I will walk down this path, and show the significance music has played on the Jamaican and American cultures. This paper will illustrate the profound influence that American music, primarily jazz and blues, had on Jamaican reggae, and by breaking down each type of music to a simple rhythm, I will show the relationships between them. If asked about the origins of Jamaican folk culture, some people might answer that it originated in Africa and remained undisturbed by other cultures (such as Europe). Even though Jamaicans are mostly of African descent, Jamaica’s only language in none other that English (Chang and Chen, 10). Whether the race or language influenced Jamaica’s culture, has been a question of long debate. Professor Rex Nettleford, a noted social commentator, sees the language of a nation as ‘the primary bearer of social genes.’ Professor Nettleford answers the question by explaining the Jamaican experience: Africa is indeed tolerated in spurts of sycretised or reinterpreted folk-lore — a little bit of dance, a little bit of music, a little bit of story telling, and a few words lacing the Anglo-Saxon tongue with exotic tones and colour. But our formal education system, our accepted belief system, our art, law and morals, the legitimate customs and so many of our habits and perceived capabilities — all indicate of a so-called cultural sense are dominated by the European heritage (Chang and Chen, 10). The entire argument is conclusive and evident in most points, except the ‘little bit of [African] music,’ which is questionable. The roots of reggae music has been said to be fixed in slavery. The Rhythms, songs, and dances that survived well into the twentieth century in rural Jamaica are seen as solely African (Davis and Simon, 9). During the middle of the seventeenth century, Jamaica was basically a giant agricultural factory, used by a few British planters. The plantations worked by slaves imported from Africa made tremendous amounts of money, but the planters gleaned all the profits. Over the next 250 years when slavery was active, about thirty million Africans were brought to the New World, and is known as the largest forced migration in all of human history (Davis and Simon, 9).

Pitiful Human Condition Exposed in Endgame, Dumbwaiter, and The Horse D

The Pitiful Human Condition Exposed in Endgame, Dumbwaiter, and The Horse Dealer's Daughter      Ã‚   The three stories, The Endgame (Beckett), The Dumbwaiter (Pinter), and The Horse Dealer's Daughter (Lawrence) all deal with the themes of repression, repetition, and breakdowns in communication. The stories show us the subjectivity of language and exemplify the complexities of the human condition.    Samuel Beckett arrived on earth in Ireland on Good Friday, April 13, 1906. He then spent the rest of his life wanting to be somewhere else. Beckett's life was one of silence, solitude, and depression. He felt he did not belong in this world and he was disenchanted with societal convention and the hum-drum existence that was everyday life. He lived in Paris for awhile and became good friends with James Joyce, another Irish writer disenchanted with conventional ways of life.    Becketts works reflect his complex views of language, silence, and the ineffectual capacity of both to convey human thought. In Beckett's ideology, "Language is useless" and "he creates a mythical universe peopled by lonely creatures who struggle vainly to express the inexpressible. His characters exist in a terrible dreamlike vacuum, overcome by an overwhelming sense of bewilderment and grief, grotesquely attempting some form of communication, then crawling on, endlessly."    Beckett's short story, The Endgame, is about four people in an underground room waiting for death. The end of the world has apparently happened and they have survived in what is presumed to be a bomb shelter. Two of the characters live in trash cans. These two characters are the parents of our main character, Hamm, who is himself confined to a whe... ...he unconscious is the soul and all action should be from instinct. That is a scary thought!    Works Cited Beckett, Samuel. "The Endgame", (online) http://samuel-beckett.net Pinter, Harold. "The Dumb Waiter", The Caretaker and The Dumb Waiter, Grove Press, Inc., New York, 1965 Lawrence, D.H. "The Horse Dealer's Daughter", (online) "Samuel Beckett", (online) http://www.imagi-nation.com/moonstruck/clsc7.htm "Harold Pinter", (online) http://www.imagi-nation.com/moonstruck/clsc28.html Cliff Notes. "Harold Pinter - The Dumb Waiter"(online) Prentice Hall, (online) http://wps.prenhall.com/hss_guth_disclit_3/0,5308,342140-,00.html Nigel Harrison, Eastwood and D H Lawrence, (online) http://ourworld.compuserve.com/homepages/nigel_h/dhl.htm Randall Albright, "The Horse Dealer's Daughter", (online) http://clik.to/rananim/   

The Problems of the Uninsured Essay -- Health Care

Scenario 1 Part A I would clarify the daughters’ confusion regarding Medicare versus Medicaid. Medicaid is a federal health insurance program which provides assistance to uninsured individuals who meet certain criteria. Medicare is a federal health program for persons over the age of 65 who qualify for social security benefits and certain disabilities (Cherry & Jacob, 2011). Mrs. Zwick qualifies for Medicare part A because she is over the age of 65, and most likely worked which makes her eligible for social security benefits. Her Medicare Part A plan will cover her hospital admission in full. Part A-Hospital Insurance will cover Mrs. Zwick for her five day hospital stay and continue to do so up to 55 more days after the first $1,068 (United States Government, n.d.). Because she met the criteria of a hospital stay of at least three days, her first 20 days at the skilled nursing facility will be covered 100%. Because her urinary tract infection was hospital acquired, Medicare will not reimburse the facility for any treatment or extended stay. Medicare considers a urinary catheter acquired infection a never event. This means that it should never have happened, or could have been prevented and therefore Medicare will not reimburse the facility (Torrey, 2011). Neither the daughter nor patient knows this was a hospital acquired infection and I would strongly suggest the health care provider to be forthright and tell the family. Medical Coding of conditions for the insurance company is how the hospital recei ves appropriate reimbursement, and a treatment that improperly coded could lead to fraud. Medicare states that a patient cannot be billed for any additional care needed to resolve a never event (Torrey, 2011). Medi... ...nses except for small copayments. References Cherry, B., & Jacob, S. R. (2011). Contemporary Nursing Issues, Trends, and Management (5th ed.). [VitalSource Bookshelf]. Retrieved from http://www.pageburstls.elsevier.com Federal Government. (n.d.). FAQs For Employees About COBRA Continuation Health Coverage (Fact Sheet). Retrieved from FAQs For Employees About COBRA Continuation Health Coverage website: www.dol.gov/ebsa/faqs/faq-consumer-cobra.html Frontline (T.R. Reid). (2008, April 15). Sick Around the World [Television broadcast]. Germany: A popular, largely market-based system. Public Broadcasting Service. Torrey, T. (2011, November 27). There’s More To It Than Just Patient Safety. About.com Guide. Retrieved from http://patients.about.com United States Government. (n.d.). Medicare Benefits (Policy Brief). Retrieved from Medicare.gov: www.medicare.gov

The use of advertising strategy on men

Since the time communication process came into being, role of both electronic and print media has increased where they communicate all sorts of information to people across the globe. In the nineteenth and the twentieth century media has gone to unattainable heights and now in our times it is accessible to almost all parts of the globe. It introduces new trends, brings changes in the present culture of a society and tells about happenings around the world and this is how it also shapes opinions of people. Thus we can say that media plays a vital role in our lives and keeps us informed.But sometimes media takes a negative turn and shows such stuff which has a negative effect in different parts of societies. In ads, they portray women as thin, beautiful, sophisticated human beings and men as wealthy robots which have led to a reduction in self-acceptance of people. Beautiful bodies shown in those ads have increased the desire of common women to go on severe diet plans, go for the lates t whitening products and to go to such extremes which has also led to such disorders as anorexia, bulimia along with emotional disorders.Think of a beautiful woman and think about the definition of a beautiful woman for a second or two; we will realize that the only words that come to our mind, even if we are females, are big eyes, good height, perfect physique, beautiful hair etc instead of a good friend or colleague, perfect mother and a perfect wife etc. Even unconsciously we refer to women by the former words instead of the latter ones. Women are always appreciated by how they appear instead of who they really are, and the society has accepted it. Many factors are responsible for this wrong image projection which includes media as well as the gender discrimination.There are some aspects as to why females are facing such problems and are always cast in those roles that undermine their status and affect the entire female population negatively. One of books written on this subject is â€Å"Beauty Myth† by Naomi Wolf. This book was published in 1991. It focuses on female beauty, how it is used to project the wrong side of a â€Å"real woman† and how this beauty is creating problems for the modern women who want to be perfect by having cosmetic surgeries, or want to be size zero and are developing eating disorders and how this beauty contest is responsible for their jobs etc.Naomi wolf, in her book basically emphasizes that women in their culture are mostly projected as beauty symbols; the more lovely and delicate a woman more appreciation she gets from the members of society. In 1990s many women rose to prestigious positions, they expanded themselves in terms of education, careers along with managing their families but they also became self-conscious and their youthfulness and focused more on ways of retaining it. Our communication and print media has spread a lot in the past two decades and this has lead to an increase in the advertisements.The women of modern times; are constantly bombarded with the images of a perfect girl; who is flawless, she is not a day over 25 years, elegant and smart. Women now judge themselves according to these standards set by the people who undermine women and who are responsible for low self-esteem and low self-confidence in women. They have started to spend more money on surgeries, on diet food and medicines that they think can give them a good body. In the past women were not allowed to educate themselves, they were thought not suitable partners if they read too much.Most of the female population doesn’t need to face this problem now instead they are faced with a more gruesome problem of being pretty and perfect as portrayed in many advertisements that are shown on media. There are many advertisements that portray this beautiful and perfect woman image while undermining rest of the female population. One of the ads is of a skin whitening cream â€Å"Fair and Lovely† which has c aused severe racial problems in South Asia especially in India.Over there majority of the population has a dark complexion and they are always trying to lighten it by going for the latest whitening products launched in their markets or for bleaching their skins. The ad of this beauty product that is on air nowadays in South Asian countries is of a young girl wanting to be an anchor on television. The ad is not in English but one can understand the meaning instantly by watching it. The auditions are in one month and her only hurdle is her dark skin.The ad not only claims skin lightening in one month but also mentions that the girl’s dreams are fulfilled as she secures the job once she uses the product. A similar kind of ad was on air in India some time ago. In this ad they were showing that a girl wanted to be an air-hostess and the same theme was repeated that she became one by using those specific products. All these products project the same thing; fair complexion can help you to do anything and that with fair skin all the dreams are going to be fulfilled.Now if we look into these advertisements closely what they are actually trying to portray is that women are nothing without a fair complexion. They can’t achieve their goals and think high. Beauty is what is needed in today’s world; most of all a light complexion is what is really needed to take a female to higher positions and get her employed in her desired area. In South Asian regions such ads are very common and are watched by thousands. So they are continually affecting the mentality of girls and women. A white complexioned girl thinks that she has all what is needed in a practical world which is actually totally opposite.Then such ads are also constantly making these women self-conscious in a wrong way. These are crushing the confidence of girls. They think that to succeed in life they need to have a fair complexion and have to be the image of a â€Å"perfect woman†. The ot her advertisement that I will take up are the advertisements that show women smokers. These ads are mostly Western but the trend of smoking is also coming to other regions causing a negative image. These ads basically try to show that women who smoke are more powerful, affluent and are considered a threat to men.They also mention that if you want to finish this hushed discrimination and become equivalent to men you have to smoke. That is how they are going to add you up in their circle. The other negative affect of such ads is that if a prominent and popular person of a group smokes maybe her peers will follow suit. They find it fashionable and think that they are desired to do this to be accepted by that person. Such ads can also become favorites of teenagers and they are more likely to start using such just by being impressed by these ads.Naomi Wolf ; the writer of the book; â€Å"Beauty Myth† has not only mentioned the negative effects of beauty and how it is used to under mine women and the role of media in it but she has also written about how media plays a role in making men conscious of the things they lack. Media can’t portray men as beautiful because men who are mostly successful can be short or of dark complexion. So they give the image of a very successful man, living in a luxurious apartment, surrounded by the most expensive items and mostly beautiful women as well; meaning that all his desires are fulfilled.So in a way men have gotten away rather easily than women. They don’t have to have a beautiful bone structure or a pretty face or a good height. The only thing that they really need is bank balance to be attractive, a house in an elite area, most prestigious golf club membership and there you have the most eligible and perfect man. There are also many ads which have a negative image on men. Men are mostly faced with the big problem of baldness. No doubt that this is a serious problem faced by men of both the West and the Eas t but not to an extent to cause depression for the male population.Hair loss is one of the main worries of male population after aging and memory loss. Those who are suffering from hair loss are more likely to feel unattractive and aged as hair loss is directly related to aging. For some men hair is given more priority. They also think that they become less noticeable and are made fun of. Hair loss is a worry for men of all ages but it causes serious concern in young men. Media takes advantage of the above mentioned problem of men and creates a negative effect on them.Nowadays it has become customary of the electronic as well as the print media to show ads of men losing their hair and then getting hair transplants. Advertisement may start off with a before and an after scene. Before: bald man goes somewhere and women don’t give him any attention. After: he goes to that place again after having a hair transplant and he is accepted as a young person. These ad’s cause a v ery depressing and negative image for the men since not all are born with great hairs. These ads are somewhat similar to the whitening cream ads made for women.As they tell us the same thing that men are not eligible, successful and liked by the females and their own colleagues if they are bald, now how many of us think that there is some truth in this sentence because life isn’t about looking great all the time. Hair transplants may be necessary for men working in electronic media and have to be attractive to get more roles and to have a younger look but common people don’t need to have hair transplants. The other category of advertisement which effect men negatively are the ads of energy drinks.They usually say that a person will become super active and will perform all the tasks that he had not been able to do in the past. Some of the other ads are of steroids; which tell men that they can become more competent by using them. Most athletes/sports men tend to use ste roids against the law for winning the specific game and to make world records. The thing that they don’t know is that the steroids also have many side effects which can be mild or severe. Men who use steroids have hormonal imbalances. If they are more aggressive than their growth is also affected.There were some of the ads which affect both men and women negatively making both of these genders extra conscious of their outlook. These advertisements have awakened the human primitive instincts of being likened and cherished by everyone. Now instead of being happy in their lives, success and fortune, both the genders are focusing on how to improve themselves in order to look like the TV models. And if they fail to accomplish this goal, they become depressed and feel that they aren’t worth anything. Other such advertisement includes the ads of new technologies and the new fashions in clothing, accessories etc.are being introduced which is increasing extravagance among peopl e. Looking good is everyone’s right as it also leads to a boost in self-confidence. Maintaining oneself comes in the same category and using products which aid that maintenance program is appreciated and is good. But we should remember to use them within the tolerable limits and not overuse them. Unless and until something is done to stop such kind of advertisements both the genders along with many other parts of society are going to suffer.Men and women may find it easier to relate to ads that show normal people with their normal problems. God has made people beautiful because He also likes beauty which we can see in this world and have a proof. But to use beauty to portray negative images is wrongly done by media. I totally agree with the way ‘Naomi Wolf† has described the way women are used in ads to undermine their personalities. As long as advertisements of such products continue to appear on print and electronic media we will constantly watch pretty faces ma king our lives miserable and increasing our personal suffering.Bibliography Etcoff, N. L. (1999) Survival of the Prettiest: The Science of Beauty. Doubleday Weiss, S. I. (2002) Coping with the Beauty Myth: A Guide for Real Girls. The Rosen Publishing Group Lakoff, R. T. , Scherr, R. L. (1984) Face Value, the Politics of Beauty: The Politics of Beauty. Routledge Bell, E. , Haas, L. , Sells. (n. d. ) From Mouse to Mermaid: The Politics of Film, Gender, and Culture. Indiana University Press Freedman, R. J. (1986) Beauty Bound. Lexington Books