Sociology

Dabur India Ltd. was ranked amongst the top four Fast Moving Consumer Goods Company in India (ICMR, 2005). Even though, the company had continues to increase sales over the years, its positioning was not clear in the minds of its consumers. The challenge on hand was to reposition the brand so that its brand architecture could be aligned with its brand equity (IMCR, 2005).

Dabur was positioned as an umbrella brand and focused on corporate or umbrella branding more. Leaving this strategy behind, it moved to individual branding. It also developed a new logo. The aim of repositioning was an attempt to give its consumers an Ayurvedic heritage with a modern feel (ICMR, 2005).

Background
Dabur India Ltd. started off in 1884 as a small pharmacy. Today, 125 years later it has positioned itself as an FMCG in India. Dabur has come a long way in producing and marketing a wide variety of products based on the traditional science of Ayurveda (Dabur, 2009). These marketing efforts have seemed to work well for the company. It has established such a strong position in the minds of its consumers that repositioning to become a consumer goods company with a turnover of Rs. 28341.1 million (Dabur, 2009) was possible and easily accepted.

The company is divided into three major SBUs or strategic business units, namely, Consumer Care Division, Consumer Health Division and International Business Division (Dabur, 2009). Furthermore, the Consumer Care Division meets the varying needs of consumers by developing business portfolios of Personal Care, Health Care, Home Care and Foods (Dabur, 2009). The major brands in this division include Vatika,  Hajmola, Real, Fem and Dabur. According to the company website, its Rs. 9 Billion brands include Dabur Amla, Dabur Chyawanprash, Vatika, Ral, Dabur Red Toothpaste, Dabur Lal Dant Manjan, Babool, Hajmola and Dabur Honey. It is the market leader in the honey market (with over 75 percent market share), Ayurvedic medicine market (with over 65 percent market share) and the herbal digestives market (with 90 percent market share).
 
Moreover, it operates in the international sector in markets, namely, GCC, Nepal, Egypt, Nigeria, Bangladesh and the US (Dabur, 2009). It successfully markets its brands Dabur and Vatika in these places.

Purpose
The purpose of this paper is to analyze the repositioning of Dabur from a core Indian Ayurvedic brand to a contemporary Ayurvedic brand operating in the Fast Moving Consumer Goods industry of India. The paper will study the forces that drove Dabur to reposition itself. It will then analyze the marketing activities that brand has carried out for its individual brands as an attempt to reposition itself. Finally, the paper will give a marketing plan that, if followed, will allow Dabur to secure continued international growth.

Driving Factors
There are a number of factors that must have drove Dabur to reposition itself from a provider of Ayurvedic products to a herbal FMCG company. It repositioned itself to appeal to the younger generation by giving the brand a contemporary appeal. It was a brand that resorted to umbrella branding and catered to people of 35 years of age or older (IMCR, 2005). The image of the brand was that of a hardcore Ayurvedic company that made medicine for older people. For this reason and many others that follow, the company had to reposition itself. This allowed it to grow by increasing turnover by a significant amount.
Thus, the reasons for this repositioning are as follows

Potential of Growth of FMCGs in India
Dabur India Ltd. tried to reposition itself as an FMCG in India from a traditional Ayurvedic provider. One of the major reasons for this was the potential growth in the lucrative, US13.1 billion FMCG industry of India. Dabur moved the focus to FMCG because it was doing far better (Menon  Mogra, n.a.). Even now, the FMCG industry is expected to grow by a total of 60 percent, which will mean that the industry will grow by an 10 percent each year (Naukri Hub, 2009). The industry is an efficient one also because the competition is intense. According to a report by HSBC, household care, Hair care, female hygiene, male grooming, and the confectionery and chocolates are expected to be the fastest growing categories (Naukri Hub, 2009).

Already Dabur operated in hair care and female personal care. Therefore, there is immense potential for growth in these industries for Daburs Vatika and Fem. This must have been an attractive enough reason for Dabur to convert itself to a Fast Moving Consumer Goods company. Moreover, there is even more potential for growth in the rural areas of India because of the 12.2 percent of the population living there (Naukri Hub, 2009). In such areas, Ayurvedic or traditional Indian medicine would have done well. For all these reasons revolving around the potential of growth in the FMCG industry in India, Dabur opted for this profitable and fast growing industry. This is evident in the CEO Duggals growth plan statement in 2003 where he stated that We decided to set the scale high, targeting at least a strong double-digit growth. (IMCR, 2009). Dabur was searching for such expansion drivers that could give benefit to the Ayurvedic brand equity.

Catering to the Younger Market
The largest segment of the total population in India is that of younger people. The youth of India makes up the largest segment with almost seventy percent of people being younger than 35 years of age (IMCR, 2009). This had important implications for DIL  it needed to change its focus to position to a more effective market.

Earlier, Daburs image was such that it provided herbal medicine and solutions. Therefore, it catered more to people who were older than 35 and the more traditional people. In other words, it catered mainly to less than 30 percent of Indias entire population. There was immense potential growth in the other segments of the population. Therefore, Dabur just needed to target the right demographic segment of the market.

It is also true that this segment of Indias population has the highest disposable income (IMCR, 2009). Therefore, the younger segment of India was not only the largest segment, but also had the potential of being the most profitable one. It was a wider target audience with even more money to spare on branded goods.

It realized that it could target the youth by making its brands more innovative, progressive and contemporary. Therefore, the second factor that drove Dabur to reposition was the attractiveness of a different market segment that was younger, fresher, open and more profitable also.
 
Modernizing the Brand
The third reason why Dabur India decided to restructure and reposition itself was the need to modernize the brand and its image. As mentioned earlier, the brand image and positioning had a very traditional and outdated touch to it. What Dabur needed to do in order to cater to a wider and different market was to give a contemporary touch to the brand, to make it updated, colorful and ultimately modern. It had to be made a brand that all the people in India could relate to and consume. It also needed to add an element of fun and growth.

Therefore, a factor that drove to the repositioning was the growing need to modernize brands so that they could capture the minds of more people. This way DIL could make more profit out of its brands by making them market leaders. Ultimately, the goal of the brand strategy would be met by aligning brand architecture and bran equity. The need for making the brand modern was then a reason for repositioning of Dabur brands such as honey and Chyawanprash.

Stiff Competition
Another reason why Dabur felt the needs to reposition was because of the competition in the Ayurvedic market. It needed to reposition itself so that through all this clutter, it could still make a place for itself in the minds of its consumers. It was suffering from a case of under-positioning. It was being positioned as an umbrella brand when it had so many different brands that could be uniquely positioned. For example, Dabur had to reposition its Dabur Amla Hair Oil in response to marketing efforts by Marico Industries Shanti Amla, whose market share had increased to 8.5 percent from a 7 percent while Dabur Amlas marjet share went down (Business Standard, 2001). Another threat was Bajaj Sevashram Bramhi Amla which had a share of 20 percent in 2001 (Business Standard, 2001).

Dabur Chyawanprash also began to face competition from health food drinks market (Marketing Practice, 2008). Another major competitor for Dabur in the ayurvedic industry was Himalaya herbals which also produced and marketed herbal goods, like Dabur. Even though there was little competition, but there was still competition. New products from these companies could have resulted in lesser demand for Daburs products (Scribd, 2009) To become a better positioned brand than all the others and to become well-equipped in order to emerge forward and become prominent from amongst these brands, Dabur had to reposition.

Streamline Business Operations
A factor that drove Dabur to reposition was the need to systemize and streamline its business processes and operations. There was need to synergize the processes so that Dabur could establish itself as a strong player in the industry. Dabur believes that Information Technology is an essential weapon. Says Gopal Shukla, chief information officer, Dabur, Most industries use IT in certain distinct phases before evolving into a complete e-business enabled organisation. We are currently in one of those phases and believe it to be the fourth major asset of the company (other three being strong brand image, new product development strengths and an extensive distribution network). (Arora, 2002).

Therefore, in order to become stronger in the industry, the company had to reposition itself to become an IT intensive company and so had to streamline its processes by introducing IT initiatives.

Profits Under Pressure
Finally, Dabur opted for repositioning because there was a continuous downward pressure on the profitability of the company in the year 2001 through 2002, as shown in Figure 1 below.
Rs. (Million)2000-20012001-2002Sales11664.711631.9EBDIT1372.91204.5Profit Before Tax851.7755.1Profit After Tax779.2644.4EPS2.732.26DPS1.000.50Figure  SEQ Figure  ARABIC 1 Decrease in Profitability between 2001 and 2002

This was mainly due to increases in market share of competitors corresponded with decreasing market share of DIL it self. The reason it had to resort to intense marketing of its health product was to increase profits, which were under pressure (Business Standard, 2001). Therefore, also in response to this, the company was forced to reposition.

Insufficient Range
Another reason why the company wanted to reposition was because there were gaps in its skin care and oral care categories. For example, its skin care product Gulabari did not appeal much to younger people. In the oral care category, not much appeal was created in the toothpaste categories.

Companys Strategic Goals
One more reason the company wanted to reposition was because this strategy was in line with the companys goals and objectives. Dabur focuses on growth and expansion (Dabur, 2009). Therefore, repositioning seemed like a good idea to keep up with the culture and goals.

Marketing Activities

Developing a Brand Strategy
Once the company decided to reposition itself to an FMCG company in the beginning of 2000, a number of marketing efforts and activities were carried out so that the repositioned message could be effectively put through. According to a company spokesperson, Daburs first priority was to get the brand strategy right. In other words, it needed to focus on where it wanted to see the brand in the future. After having decided this, the plan was to align the brand architecture with brand equity.

Move from Umbrella Branding to Unique Branding
The company, in the past, had focused on umbrella branding. It wanted to change this to focus more unique branding for five of its major brands Dabur, Hajmola, Vatika, Anmol, and Real. Each of these was assigned to the FMCG operations. For example, these five unique brands then became umbrella brands for related categories. For example, Hajmola was the umbrella brand for all digestive brands while Dabur was the umbrella band for all health products such as the Dabur Chyawanprash.

Changing the Logo
The logo of the parent company was changed. It had always been a banyan tree. This was changed to something more modern and relevant to the growing nature of the brand. Hence, a new identity for the company was founded. The new logo is fresh and shows firmness. It advocates a brand that is affirmative, practical and progressive (Menon  Mogra, n.a.). The explosion of leaves and the colors of this new tree express growth, rejuvenation and inner strength (Menon  Mogra, n.a.).

The former and present logos are both illustrated in figure 1 below.

Figure  SEQ Figure  ARABIC 2 Old and New Logos of Dabur
The company also introduced a new campaign for its Hajmola Candy. Hajmola was though to be a digestive candy that performed the function well. Other than that there was nothing special about it. Dabur wanted to target this digestive solution to the youth. As a result, they added an element of fun in it.

According to the company website, in the logo, the tree trunk depicts three people with their arms raised. This expresses exultation (Dabur, 2009). The branches symbolize growth and expansion while the roots suggest stability. The leaves show rejuvenation. The color (orange) depicts warmth and energy while the font is similar to older font, preserving the identity of the company. Overall, the logo expresses harmony (Dabur, 2009).

Promoting Specific Brands Dabur Chyawanprash
Dabur Chyawanprash is an ayurvedic health supplement. It is a very Indian, a very traditional product that not many people were comfortable with. As mentioned earlier, Dabur Chyawanprash was facing competition from the drinks market. Drinks like Bournvita, Horlicks and others appealed to children more than a health supplement like chyawanprash.  Also, Dabur Chyawanprash was targeted more towards kids and the aged, and not adults (Marketing Practice, 2008). This really held back the growth of this product to a different and wider audience. As a repositioning activity, the brand started to focus on kids and adults. They started showing commercials and print ads. The new campaign was targeted to parents and the idea behind it was to promote the brand to them so that they encourage their kids to have it, as a caring and loving gesture (Marketing Practice, 2008). The entire campaign focused on reversing of roles (Marketing Practice, 2008). For example, fathers were reversing roles with mothers and vice versa so that they can understand what the other was going through. The entire campaign focused on caring about other people (your family). Indirectly a link between giving the family this brand and caring about them was established.

Celebrity Endorsements
To create a high profile for the brand, the company also got their brands endorsed by celebrities. In the case of Dabur Chyawanprash, Amitabh Bachan was chosen as the celebrity endorser. This worked well for many markets, in the international sector also as it allowed Dabur to capitalize on Amitabh Bachans popularity in major parts of all its markets.

Introduction of Brands in New Product Categories
As another repositioning activity, Dabur launched a range of juices called Coolers in 2004. This worked well with the consumers as they thought it to be more natural than anything else and this is what mattered to them the most. In addition to introducing new products, it tried to have the perfect marketing mix by focusing as much on the price, promotion and distribution efforts also. For example, coolers was cheaply priced at Rs. 50 per one liter and distribution costs were lowered by outsourcing raw materials to nearby farmers. In addition to Coolers, Dabur positioned Real Activ as a good juice brand also. However, the difference was that this was the premium juice brand and so was highly priced. They promoted this by having health runs by Sunita Godara, the Indian marathon athlete. This created a link between health and the juice. It was targeted towards health conscious people.

Another market that Dabur expanded into was the soups market when it introduced its first tomato soup in 2003. Furthermore, Dabur jumped into the oral care market to introduce its tooth powder and red toothpaste. As an attempt to contribute more to this market, Dabur acquired the herbal company Balsara. This was a good move for Dabur as increased its market share in the category.

Expanding into Different Geographic Regions
Dabur also focused on promotional efforts in the rural areas where it sent mobiles that promoted its Chywanprash, as a health supplement and a protection against germs.  It also focused on different markets such as that of Southern India. It carried out marketing activities there by customizing labels and encouraged better stocking activities in these parts also. As a result, sales from this division grew. Finally, Dabur grew in international markets also. Dabur took over a company called RedRock Ltd. in the Middle East and later renamed it to Dabur International Ltd. Later, in 2003, subsidiary businesses in countries such as Nepal, Pakistan, Nigeria and Bangladesh were also added to the market profile and contributed to a significant amount of the total sales revenue.

Marketing Plan in the International Sectors

Situation Analysis Strengths and Weaknesses
All over the world, people are becoming more aware and educated about the effectiveness of herbal medicine and solutions in contrast to synthetic and purely scientific ones. This is one of the biggest advantages that Dabur can capitalize on in the international sector. An Indian herbal solution has a great potential to appeal to foreigners. Its core solution gives Dabur one of the greatest opportunities for it to work abroad. Even if, initially, people in the international world perceive the company and brands as products that give Ayurvedic solutions rather than FMCGs, this would still work for Dabur. This can allow Dabur to focus on markets that it has ignored globally such as the Asia Pacific Region.

One of the strong points working in favor of Dabur is its ability to create strong alliances with popular
business in newer markets. This increases business for it (Scribd, 2009). Secondly, what Dabur is selling is original and very traditional. This is something people may especially come to India for traditional Ayurvedic solutions.

Also, its reputation as one of the largest FMCGs can allow it to work globally. Also, the brand has a great deal of reputation itself. People believe in its power to cure (Scribd, 2009).
Some of the weaknesses of the brand are that their products are perceived to be of low quality. This can be especially difficult to promote internationally where many better quality and better produced substitutes are available and this could be a potential threat. Other than that, Dabur Indias RD efforts are also insignificant (Scribd, 2009). Research and Development is perceived to be of great significance, especially in the Western part of the world.

An opportunity that Dabur could capitalize on is that of the Internet. It could start selling products online. This will allow it to sell easily to potential and existing overseas markets.

Competitor Analysis 
Before opening anymore overseas operations in countries like Russia, Dabur would need to carry out a complete competitive analysis to see how well herbal medicine and goods providers are doing there and whether they are in a position to cater to the local people more effectively by using local herbal practices rather than Ayurvedics.

It will also need to analyze the strengths and weaknesses of any such competitors so that they can respond effectively to their marketing efforts and introduce and position Dabur brands accordingly. Also, FMCGs, in addition to herbal companies, in potential markets will need to be analyzed for how well reputed and trusted they are.

Apart from that, in markets where Dabur already exists, periodical competitor analyses must be carried out from time to time in order to keep a read on the active competitors in these markets.

Marketing Objectives and Goals
The marketing objectives in overseas markets will be slightly different to the marketing objectives in India. In order to secure continued growth in the international sector, Dabur must focus on positioning its brand as one that provides traditional herbal solutions in a contemporary way. More than modern, overseas consumers will go for the touch of India in the products sold by Dabur. Therefore, as a marketing objective, Dabur must focus on its herbal legacy.

Marketing goals must include expanding into the existing markets and opening into newer markets, especially the Asia Pacific region where Dabur has the potential of becoming popular in the relevant industries.

Marketing Strategy
The marketing strategy will be much of what Dabur has used in the past. It must, very importantly, position itself as a good quality brand. This is because India is perceived to be a poor country. Consumers instantly link poverty with bad quality. For this reason, Dabur will need to focus on the quality and positioning itself effectively, in the light of this.

Other than that, prices must remain competitive. Premium pricing, especially outside of India, will not work well. Therefore, it should price its products accordingly. It msut also focus on effective distribution channels in these overseas markets, where there is little knowhow. In order to secure growth, it must gain the trust of its supply chain partners and maintain good relatiosnw ith them so that Dabur products can be marketed and distributed effectively.

Finally, as far as promotions are concerned, it must continue to use celebrities that are known to be truly Indian and are popular globally. A good potential endorser could be Shahrukh Khan who is liked by people all over the world and is thought to be one of the most successful Indians.

Budget and Controls
Finally, Dabur must have a separate budget and financials for its overseas markets. The controls must also be different and more effective. The reason for this is that it is relatively difficult to monitor how successful a campaign was in a foreign market. Therefore, as a control, it must hire consultants that will allow it to see the results of campaign in these markets and then give suggestions on how to improve them. Many other steps can be taken to improve and keep controls in these markets.

When one looks at the City of San Francisco one of the first things one notices is the cities vibrant and powerful Gay and Lesbian Community and sub-culture. The names of Harvey Milk and Michelle Tea are well known throughout the community. Milk was well known for his activism and political position, as well as his assassination.  Tea is most known for her touching poems about her life, relationships and life in her beloved San Francisco.

Harvey Milk was born and raised in the Northeast and spent his youth working in the theatre industry in New York City.  On moving to San Francisco he quickly becomes involved in the community and in politics. Milk faced overwhelming odds for several reasons. First, because he was an openly gay main running for political office at the very beginning of the Gay Rights Movement. Second, because he was an outsider not only in the city of San Francisco, but, in the American West. Eventually Milks love for the city and love for his community resulted in his being elected.

His election to office gave a boost to the Gay and Lesbian communities sense of pride in themselves, and their assertion that they had a right to hold the same place in society as the heterosexual members of the population.  His charming and charismatic personality also gained him many supporters amongst the cities general population. It did not matter if you were a member of the gay community, or an elderly woman, he was well loved by many in the Castro District.

Unfortunately, not everyone loved Harvey Milk. Dan White, one of his fellow City Supervisors, was prejudice against the Gay Community,  and had resigned from his position, and felt that they refused to give him his job back because of Milk. On November 27, 1978, White assassinated Milk and shot the San Francisco mayor. Milks death sent the community into mourning. He was claimed a martyr by the Gay and Lesbian Community and he earned his place in history.

One thing that strikes the viewer when watching the film on Milks life was his love for the City of San Francisco. He didnt care if you were gay or straight, old or young, or what race you were. If you lived in his district he worked to protect you and our best interests. Although he was viewed as fighting specifically for the Gay and Lesbian community, he cared about everyone in his district. Milk made himself the voice of the hidden minorities. He spoke for all those that felt that they were discriminated against and ignored because of race, gender, age, or sexuality.

Milk had what could be termed a typically New York attitude in terms of his political viewpoint. He took care of his neighborhood and they took care of him. He also brought many innovations to San Francisco that had already been implemented in New York. Milk fought to put in place a Gay Rights Bill that would prevent discrimination against the Gay and Lesbian population in San Francisco.  This caused a backlash in the city, Milks office received bags of hate mail and numerous hateful phone calls.

What strikes the viewer is that Milk was not defeated by this. He still continued to fight for his city, and to fight for the people in his district. He fought against peoples pre-conceptions that Gay and Lesbian teachers would influence students to become gay, or that Gays and Lesbians were more likely to be child molesters. He didnt give up on the people in his community and he fought to do what he had been elected to do, despite the opposition.

Milk appeared to have a very positive attitude about the possibility of change, and about his own role in creating those changes. He felt that even though the mood at the time was very prejudiced against the Gay and Lesbian community that things could change. Milks stance on Gay Rights did not change. He educated, he informed, and for every negative image his detractors presented of the Gay Community, he presented a positive one, simply through the example of his own life. Milk saw that there was a light at the end of the tunnel and that change would come, even if it came slowly.

Milks attitude and his hard work changed San Francisco. While the wild image of the citys Gay Community still existed, Milks work began to make people realize that while this image was true, the image of Gays and Lesbians as doctors, lawyers, and school teachers and parents. People who held traditional middle class values, and who had suburban homes, two cars, and 2.5 children. Milks death also changed the community and the City. He was well loved by many people and fought for the rights of all minorities, not just his own. Many citizens of San Francisco came out as gay or lesbian after his death. His death also inspired the Gay Community and the city of San Francisco to present a united front just as HIVAIDS was beginning to make its presence known in the Gay Community.

In contrast, Michelle Tea lives in a very different world than Harvey Milk. Her San Francisco is a city in which Gays and Lesbians enjoyed many of the rights that Harvey Milk fought and died for. She relatively young, and lives a much wider life than Milk. She is into BDSM and leads a Goth lifestyle. Tea works as a poet and lives in San Francisco, but she does not have the same love for the city that Milk did. She states I hated San Francisco all the sex-radical girls with their slaves and their leather. I thought I would run away.
(Tea 11)

Tea describes San Francisco as a sad and dirty city, and members of her community as being sad, and leading pointless lives. Teas city is a sad city where the members of the Lesbian community lead lives of addiction, and loneliness. She describes the Mission District of San Francisco as lonely place where no matter what you choose it is wrong.

Unlike Milk who was very involved in the Gay and Lesbian Community Nin San Francisco, Tea does not appear to be involved at all. There are few causes that interest her, and she demonstrates a sense of entitlement to the rights that Milk fought for. While Milk is a likeable character who seems to be trying to set a good example for his community, Tea seems hell-bent on destroying herself, and the reputation that older Lesbians worked hard to change.

Unlike The Life and Times of Harvey Milk which essentially tells the reader of Milks entire adult life, Valencia focuses only on one single, hectic year in Teas life. A year in which she goes from relationship to relationship, and town to town, appearing to be essentially rootless.  This rootlessness and lack of a sense of community make Tea very different from Milk. She has a more negative outlook on life and thinks that there is little that she can do to change or improve her life.

Tea faces several issues in this book. First, is that her negative outlook on life causes problems for her both in terms of romantic relationships, living situations, and work. Second, her lack of connection to the Lesbian community as a whole, and more specifically the Lesbian community of San Francisco make it difficult for her to build a life for herself, or to find friends and love. Tea allows her life to be overwhelmed by her problems rather than facing them head on and overcoming them as Milk did.  This is a disability for her as she works to succeed in her career as a poet.

Tea is also angry, much angrier than Milk appeared to be in The Life and Times of Harvey Milk  . She allows this anger to get in the way of achievement instead of using it to fuel achievement. Anger drives her poetry, but, it also cripples her ability to deal with the real world in a positive manner that allows her to get ahead in life. Tea strikes the reader as lonely, unhappy,  and depressed.

In terms of whether or not the stories of Milk and Tea have changed how I view San Francisco. They have, and they have not. I think that both versions of San Francisco are true. San Francisco has been  a city of hope and change, and possibility as was seen in The Life and Times of Harvey Milk  , and a dirty city in which the dreams of those that live there are destroyed as is seen in Valencia. Milk and Tea are each unique individuals, of different ages, and from different generations. Hence,  it can be argued that each truly does live in a different San Francisco. The city appeared the way it did to Milk because he was a child of the 50s and 60s. The generation in which the post World War II attitudes of hope, and optimism still held sway. As part of the Baby Boom generation, Milk believed that what he did made a difference.

In contrast, Tea is a child of her times as well, and those times are a time in which HIVAIDs nearly destroyed the Gay and Lesbian community, and a time when religious fundamentalism is on the rise. Tea feels entitled to the rights that Milk fought for, and despite all of the opportunities that are open to her because of what Milk did for the city of San Francisco, she still limits herself, within the confines of a small sub-culture within the Gay and Lesbian community.

San Francisco as a city is not defined solely by the Gay and Lesbian community. They are just one part of the whole, and are but one minority culture in a city full of minority cultures and sub-cultures. Each group has contributed their own perspectives, values, and cultural traditions to the city, and each has shaped how people view the city of San Francisco. It isnt Milks perception of the city, or Teas that shapes how I view San Francisco, it is a combination of both views because, life in the city is what you make of it.

It can be concluded that both Milk and Tea have shaped the perception of the Gay and Lesbian community of San Francisco in unique ways. Each leads a unique life, and holds their own place in the community and in history. No one can truly claim then, that either person has the one true vision of what the city should be.

Terrorism has tremendously changed the geopolitical complexion of the world today.  This new perspective has been particularly shaped by the 911 attack, which did not only cripple business activities but also claimed lives. Generally, terrorist attacks have impacted the manner in which business is conducted on the global scale, resulting into numerous policy measures that have amongst other things raised the cost of doing business. These effects have in turn trickled down to families, disrupting their financial status, social and even psychological stability. This discourse focuses on the impact of the 911 attack on U.S families in the three dimension aforementioned.

The Social Consequences of the 911 on U.S. Families
Most terrorist attacks, the 911 inclusive, are perpetrated by a group of people who are ostensibly fighting for a cause with the main intent of putting across a political message. In the places where these attacks are carried out, the people who bear anything in common with the terrorists in terms of religion or ethnic backgrounds, are normally sidelined with the fear that they could be terrorist themselves or they could be supporters of such acts of aggression.

This is one of the social challenges that immigrant families in America faced after the 911 attack, most of them being those of Arabs and Muslim descent. According to Kaushal, Kaestner and Reimer (2003), ever since the 911 attacks, a growing number of Arabs and Muslims living in the United States have become victims of hate crimes and ethnic and religious profiling. For instance, after the attacks the government issued the special registration order, which required nonimmigrant men aged 16 years or above from countries with predominantly Muslim or Arab populations to register with the Bureau of Citizenship and Immigration Services. Tirman (2006) further notes that Muslims in America, about equally from South Asia, the Middle East, Southeast Asia and North Africa were targeted along with their institutions and, several hundreds of men were detained for months or longer without being charged with crimes and many were deported for minor infractions.

Subsequently, immigrant families in America had to do with missing male members, who were in detention or either deported. They also had to contend with the distrust that they received from their neighbors which curtailed their freedom of association. These families still face these challenge even up to date, even though not in the harshest form as it was immediately after the 911 attacks.

The disruption of family structure did not only affect immigrant families but also families of Native Americans whose members were victims of the attacks. This disruption in turn caused family instability, as the once independent families now became dependent on friends and relatives. Bruton (2008) points out that, nearly 3,000 children under the age of 18 lost a parent to 911. Some have thus ended up growing in single-parent families whilst others have been brought up by non-governmental organizations, thereby lacking socialization processes that the family life instills in children.  

Psychological Effects on Family
The children who lost members of their family to the 911 attack have constantly been struggling to reconstruct their lives without their parent(s) andor loved ones. Worse hit are children who had firsthand experience of the attacks and survived for they have had to deal with flashbacks, nightmares andor survivors guilt. (Smith and Reynolds, 2002)

A recent study indicated that rate of psychiatric disorders is more than double the norm amongst children who lost loved ones in the 911 attack. The research conducted by Weill Cornell Medical College in New York targeted 5 children who were directly affected by the attacks. The two year study that ended in 2007 revealed that 50 percent of those children were displaying signs of anxiety disorders, while a third had symptoms of  posttraumatic stress disorder. Apart from that, 27 percent of the bereaved children exhibited symptoms of separation anxiety, while 14 percent had a major depressive disorder. (Bruton, 2008)
One of the contributing factors to this, as attested by families of U.S. victims, the support from relatives has waned or even stopped completely as time passes by. A survey of 110 families carried out by the World Trade Center Family Center established that nearly a quarter of those families were receiving little or no support from family and friends (Bruton, 2008). The drastic exit of breadwinners through deaths, detention and deportation or their physical incapacitation as a result of the attacks left families dependant on relatives and well-wishers. This has put a strain on the relationship between these dependent families and their relatives, since as time goes by while their dependence still persists out of economic fatigue relatives have withdrawn their support. With the apparent abandonment of these dependent families, their members suffer depression and may result into drug abuse.

The Economic Impact of the 911 on Families
Both the social and psychological consequences that came with the 91 attack are somewhat linked to economic destabilization of the affected American families. The economic aspect was brought about by the physical incapacitation or deaths of family bread winners and as aforementioned, these families became economically dependent on their relatives and well-wishers. As Makinen (2002) observed, the shock that the attacks sent to the economy resulted in layoff particularly by companies that were directly affected (p. 6). Therefore, the loss of employment didnt only affect the family of the victims but also the employees of the businesses that were targeted in the attacks.

In the same vein, immigrants particularly those of Arab and Muslim descent faced discrimination at their work place, which resulted into job loses. The U.S. Equal Employment Opportunity Commission received about 488 complaints of 911  related employment discrimination, out of which 301 involved persons who were fired from jobs (Kaushal et al., 2003). In this way, these families have become economically dependent.

The acts of terrorism have consequences that spread beyond borders, touching on almost all facets of life. However, when they do occur, the families in the target locations bear the hugest lost, socially, economically and even psychologically as explored herein.

Outline
Different people will move from one location to another and by so doing bring about cross-cultural interactions. Such interactions would result in intercultural communications, hence in a very big way changing the cultural practices and societal behaviours. This is a research paper giving the findings of a study that was conducted to investigate the cross-cultural interactions between the Koreans and Americans in the Korean society. In the paper there is also a descriptive literature review which sheds more light on the findings from past studies. There is also a keen discussion of the research findings concerning the relationships between such inter-cultural and cross-cultural interactions in the Korean society today.

Introduction
There is a very big influence that arises whenever different cultures come together in the same society. It would therefore be necessary to carry out a research and see to what degree such influences are experienced in the society. The fact of the matter is that such interactions are unavoidable as the world continues to get developed due to globalization and industrialization. People continue to move from one location to another because of education, marriage and employment hence changing the population dynamics. This has hence seen many people from different backgrounds, cultural trends and dialects coming together and start living in the same society (Melvin 27). In order to understand this better, it would be necessary that we look at the interactions between the Koreans and the Americans living in Korea. This will help us shed more light on some of the existing structures and situations between the two cultural groups.
Every two cultures coming together will tend to have different perspectives on the view of the others culture and communication (Valette 46). This begins from the individual point of view up to the societys view. In that condition, two or more societies as well as communities will come together and interact in accordance to their pragmatic cultural norms which would often result in big clashes in the peoples expectations. Such expectations will more often than not result to negative perceptions concerning the other society. In this scenario, these misperceptions will be typically in two-way this is to say that, each of these two groups perceptions to the other will continue to be negative (Melvin 36). Again, if we were to look at the age within a given cross-cultural interaction, the norm is that there must be an eventual growth of prejudice hatred as well as discrimination. This means that such groups may end up stereotyping an entire race or identity group just because of a trend that has been noted in one single individual from that society, tribe, nationality or identity group. It would be advisable that we carry out such a research and see how these situations will re-shape themselves in a given cross-interaction.

Literature Review
From literature, it will be observed that the world has over the years been experiencing different cultures coming together, living together, and finally bringing about a different kind of life from the one that used to be lived by the original occupants of that given society (Melvin 42). For instance, peoples movement from one place to the other has resulted in changes in beliefs and religion, cultural practices and even educational practices. Such human interactions have also been the main cause behind globalization and periodization (Douglas 17). Periodization is the process which has been transforming specific societies as well as the cultural regions they occupy, hence moving them from the ancient and remote times to the present global era. Such periodization has entirely resulted from these cross-cultural relationships and interactions (Valette 51).
History has also suggested that most of these cultural interactions have been playing a key role in changing the social, education, cultural, political and even economic structures in a given society (Valette 55). It will hence be acceptable that all these processes of cultural interventions have a very big value in helping the world realize its goals in terms of economic development. By putting our focus on the cross-cultural interactions, we are able to note that there have been transfers of languages from one society to the other. People have been willing to learn other languages so that they can engage in trade activities, and also improve their social lives (Douglas 12).

Different people will find it hard to cross into another culture, and this has been because of communication barriers, social practices and even prejudice. The person who has gone into such a different culture will start seeing life from another dimension he had not been familiar with (Valette 59). These are big challenges which one must compound with in such circumstances. It would hence be necessary that people see each other as brothers and sisters and try to help one another instead of causing brawls. Some of the causes for such misconceptions have been communication barriers, and social plus cultural practices.

Past studies have also indicated that people will tend to exhibit different behaviours when in a foreign land. This is so because there is the societal change which influences their participation in the present cultural practise. On the other hand, the same studies have also indicated that people form the same area or nationality will more often than not try to behave in a similar as their domestic colleagues, but not as with their foreign friends or counterparts (Valette 66). The translation here is that the already practiced domestic affairs will definitely vary with the international practices. This is so because different people will tend to behave differently before understanding better the people they are dealing or living with (Melvin 71).

From history, it has been noted that the interaction of people has been bringing very many changes in how people live. For instance, in some parts of the world we have been having gay marriages and lesbians. This has very quickly been translated into other different parts of the world. Such occurrences have occurred because people have been moving form one place to another, interacting with each other, and at the same time sharing their views, opinions and beliefs. We have also been seen differently religions being spread from one place to another over the last few years. Noted sources have also indicated that the media has been playing a very big role concerning the way people live. This is so because the world has been developing in a very fast rate due to technological advancements. The internet has also been a key tool in facilitating such developments (Valette 71).

Due to such processes, people have been able to adopt different living conditions, dressing styles and even educational systems (John 47). This has been fueled by the issues of globalization. Sooner and sooner the globe is becoming a very small community united by similar practices. It would also be necessary to note that there have been some hindrances which exist in the integration of different cultures. Some of these barriers have been posed by religion, race and skin color. This means that a Muslim may not be able to share much with a Christians and vice-versa. Alternatively, some populations and societies still practice racism and hence different people from such races may not interact as much (John 51).

Terrorism has been another issue which has been putting different cultures into different paths. This means that most of the Muslims with Arabic decent will tend to be discriminated as well as alienated in most of the global countries. This is because of the stereotype that such people are terrorists and predict nothing better than disaster to that given society. In that case, such people will not be engaged in maximum cross-cultural interactions as with the other people (Douglas 37). Also, some whites have been reported to give utterances of racism and hatred towards people of the African origin. Such issues have hence been hindering the degree at which different people would interact with one another (John 53).

Description of the Cross Cultural Experience
From the study, I have been able to note that there are a number of people who may not have been comfortable with such interrelationships between different cultures in the country. It appears to me that there is a notion that many people have never been so comfortable with such social interactions and especially with the people from foreign countries. The translation has also been that such prejudices have impacted and influenced the way people live in such situations. Upon the examination of any two individuals with different cultural origins, it has been noted that the people tried insomuch to bring about their home-country social status and class to the new land, and hence this has been a useful tool in changing the lives of the original people of the land (Melvin 56).

This means that such interactions will have a great impact on the interaction situations in that given society. The study was also able to note the existence of differences and similarities or differences in the new society once compared with the home country. Surprisingly, the research has also found out that the period of stay for the Americans in the host country, especially the ones having shorter time in the country have been well received as visitors in the country. On the other hand, people who have come there to live for a number of years have been perceived differently by the local communities. Such people coming for a short period of time do not have more impacts in changing the existing cross cultural comfort and interaction (Douglas 56). Another thing from our results is that most of the visitors who come into the country have always been happy that they have been received well and given warm welcome.

From this study, I have also been able to note that there are some issues arising from the way through which young people respect the elderly from other countries. This is also a very important cross-cultural interaction which should also be addressed. There have been specific behaviours of the young towards the elderly in Korea. For instance, it will be noted that all the young people will be required to give maximum respect to the elderly. Therefore, such behaviours will also vary from one society to the other because they are extremely specific to that particular culture. From the samples of the people surveyed in this study, a very inclusive behavioural attitude towards the elderly was received. The people showed that there was some respect which was offered to such people of such ages, and this was based on the language and tone used, the way of response to their questions, salutatory respects as well as preferential respects (Douglas 67). From the study I was able to conclude that the existence of such differences or similarities in the different cultures was because of the practical differences associated with different cultures.

It would be necessary that the future sees all people treating each other as brothers and sisters, no matter the skin color, the origin or the race. This will be useful because it is form such an understanding that the world would be able to realise its goals and objectives towards economic development (Juang 40). It would also be necessary that all people from different culture understand one another, then by so doing be able to share ideas, technology and opinions which would elevate the global economy to the next level. All the younger people should also exhibit respect to the elderly despite the race, color or nationality. From the study, it will be agreed that the future interactions between any two different cultures such as The Koreans and the Americans will continue to improve day by day. This is so because the world is willing to practice multi-national business operations, and hence such interactions would lead to economic growth (Juang 61). Therefore, such improvements would not only be between the Koreans and the Americans, but between all groups of cultures in the country (John 62).

Conclusion
It would be necessary that we come up with an approach in understanding some of the cross-cultural impacts within our societies. Such approaches will help us in understanding some of the cultural levels common in the society such as the self-awareness of the individual in each particular culture, the general nature of man as a being, and also the common similarities or differences that would occur within such cultures. Once we get an insight from such approaches, it can hence be the beginning of to understand the nature of others and hence being able to live with then in a good way (John 67). One important reason for the understanding of human nature is because it gives us with the necessary information in the understanding of the common universal behavior of man. Therefore, it is from such a framework that we can be able to grasp some meaning from these cross-cultural interrelations and interactions and thereby coming up with new measures that would help us in solving the common problems and differences experienced by the people. The other thing is that we can learn what to be done incase of disagreements. The eventual result is that we will always come up with wisdom after similar researches which will help us become people of the world who appreciate multi-cultural interactions, be able to engage in dialogue with other cultures and eventually develop a sense of relativism towards any given culture (Douglas 76). In order to come up with a better future, we should ensure that there are measures which would help in improving the way people live. One thing is that there should be intercultural adaptations and recognitions so that all people may have respect for one another. We should also ensure good international standards which would ensure that all people live in harmony.

Reflecting on the current ideas surrounding sports and the way this documentary illustrated by HBO, it showcases the manner on the prevalence of unequal and discriminatory precepts surrounding its application prior to the entry of OJ Simpson. It portrays the attempt of African Americans to become recognized for their skills and abilities not only in the sport of football but also towards reaching out to society in general. These exploits go hand-in-hand with the cultural facets shaping during those times where the issue of race and capabilities remain a question for applicability and relevance.

Seeing this, my output in sports remains rooted not basically on race and color but on the capacity to showcase ones ability and became a vital instrument in the development of the game. The appreciation does not come from the perspective of who gets to play or whos not. Rather, it is the opportunity and capacity of the players to showcase entertainment and transcend towards creating a new dimension of enjoyment. These overall themes are not spurred by media but driven by values such as sportsmanship, discipline, and aspiration towards betterment.

With regards to the ability and capacity of todays modern players, I would have to argue that athletes nowadays provide the necessary impetus towards bringing the game to the next level. It can be seen that the numerous rosters amongst leagues nowadays not only showcase extremely talented and gifted individuals suited for the purpose of the game, they are now vital instruments in making money. This level of attention was also sensationalized by the fact that it is associated with wealth with lucrative pays coming from team owners and advertisements.

Likewise, there is also the corresponding attention given to the nature of attention as their ability becomes evident and sensationalized by the media. This relative exposure not only infuses better application in terms of capacity but also their marketability to the public in general. Thus, I do believe that the purpose of players nowadays has not only functioned to provide entertainment but becomes a viable investment among those who seek to make a fortune out of their capabilities.

Applying this case to O.J. Simpson, it can be argued that his development into fame and becoming a cultural icon came as the transition of African Americans in sports becomes increasingly apparent. His abilities considered great during his time showcased the evolution of viewers perception about the sport. The capacity to induce new dimensions to the game of football brought sensationalized heights that not only magnified the ability of one African American to rise above expectations and become an important avenue to become a vital icon representing Blacks but also to the rest of American society in general.

This in turn becomes a clear manifestation as he became the negro neutral as one of the commentators mentioned. This means that he himself became a symbol of a status that transcends to common misconceptions among African Americans. His contributions to the field of sports not only legitimizes his capacity to induce a belief of superiority but also became a primary example implying new dimensions in generating appreciation for his worth not only as an athlete but as an individual as well.

Due to this, the Simpson trial did not become a model of generating inputs about the case but became a question of whether or not his negro neutral status was indeed relevant or not. With the use of technicality concerning his case and the media hype during that time, the jury were moved and caused his acquittal. This only goes to show how the idea of prestige and fame not only became a catalyst for such actions but a necessary instrument shaping new dimensions on how to analyze and justify new outlooks related to reality.

The Virunga National Park is one of the important parks in Africa because of the animal life and plant life in the area. In the recent years, human intrusion has negatively affected the place. There are wars and conflicts that affected the condition and state of the park and the life of animals and plants inside it. There was also the problem of rampant poaching, over-hunting and killing of animals that the population has been nearing dangerous levels. The Virunga National Park needs the active intervention of humans so that the situation is reversed and so that the remaining animal and life forms here is saved and sustained and protected.

The Virunga National Park features many different life forms which contribute to the parks innate diversity, featuring flora and fauna that exists in the place. Inside this African park, animals such as the rare mountain gorillas as well as chimpanzees, forest elephants, giraffes, buffaloes and Okapi and many different species of birds endemic to the Virunga National Park borders and boundaries are found (Stuart, Adams, Jenkins, 1990, p. 226). There are 30 species of Antelopes in the Virunga National Park, representing one of the richest faunas on the continent (Stuart, Adams, Jenkins, 1990, p. 226). This diversity in wildlife and plant life provided the park with its natural charm and made it a haven for animal and plant life. Sadly, this same characteristic of biological biodiversity was also the reason why it has been targeted by many individuals who seek to have financial profit by violating and exploiting the natural wildlife and plant life of the area. Included in the natural geographic territories of the Virunga National Park are water areas like Lake Edward, grasslands as well as marshlands, mountains and plains. In all of these different locations, there are particular animal and life forms living and habituating the place, contributing to the overall ecosystem and providing the park with its natural biodiversity characteristics. The importance of the biodiversity of the Virunga National Park and the problems that it has to face regarding the deaths and destruction of flora and fauna is the reason for the discussion and examination of the important aspects of the preservation efforts at Virunga National Park.

Discussion

The biological interrelationships among the life forms in the area
The different life forms present in the area creates different types of interrelationship patterns. There is the predator-prey relationship among animals and plants as well. There is the dependency of one life form to another (i.e. the dependence of some animals to plant life for shelter and the dependence of plant life to animals for carbon dioxide, etc). There is also the destructive relationship wherein one life form is causing the death and destruction, and possibly even the extinction, of another life form. A significant interrelationship of life form here is the relationship of man and animals. In one side, this relationship is the main reason why many animals from the parks boundaries and borders are killed (Stuart, Adams, Jenkins, 1990, p. 226). The main threat comes from over-hunting, and the populations of many savannah species are depleted (Stuart, Adams, Jenkins, 1990, p. 226). In the recent years, it was also this same relationship of man and animals that contributed to the condition of wildlife animals being saved and preserved from further exploitation and killing. Humans and the animal life interact closely because there is a community of people living close by. It is expected that sooner or later, humans will explore the expanse covering the Virunga National Park for something that can benefit man (i.e. meat for food, or live animals as trading items etc). Fortunately, a more educated approach towards humans and animal relationship resulted to the preservation efforts focused on the area.

The human intrusions threatening the area
Human activities have seriously threatened life form inside the park. For example, poaching undertaken by natives of Congo or by foreign hunters has decimated the population of particular kinds of animals in the area. During the Congo Civil War, the park was also one of the places that were negatively affected by the fighting between the two warring groups. Humans who live close to the park have made continued intrusions inside the parks territories. These intrusions resulted to many different effects. The land quality is affected by the constant pounding of human feet, while wastes coming from human activities and intrusion in the area contribute to making the condition of the park worse. Activities of humans that are done inside the park, like hunting, burning of wood for food, etc., are causing the erosion of the natural quality of animal and life form in the place. Human intrusions are actions that are believed to be one of the reasons why the natural biodiversity of the park is seriously deteriorating. Because of this, efforts at preserving the park considers as one of its key focuses the stopping of human intrusions inside the park so that further negative impact is avoided.

The protections that exist to safeguard and preserve the area
The Virunga National Park is a World Heritage Site. This is one of the things to which the people depend on for source of protection so that the area has a means of safeguard from further exploitation. Being a World Heritage Site brings the park closer to the consciousness and attention not just of the local government but also to the attention of world organizations which contributes in protecting the place. Organizations and institutions like Institut Congolais pour la Conservation de la Nature or ICCN and the Congolese National Park Authorities provide manpower and logistics to ensure that the park is consistently protected from aspects that can harm the animals and plant life inside. The interest of groups, like the European Commission, also provides the necessary influence and clout in the global community so that the park is better protected from acts of exploitation and the killing and destruction of animal and plant life is minimized as much as possible. Preservation of animal life also necessitated the creation and implementation of new action plan, like the creation of environmental movement corridors, for example (Hudson, 1991, p. 123). Virunga National Park in Zaire, for example, perhaps the first national park in Africa, is complemented by movement corridors, as are several other East African parks (Hudson, 1991, p. 123).

The efforts that have been made to further this preservation
Preservation efforts undertaken inside the Virunga National Park include the imposition of stricter rules and laws regarding poaching and the unnecessary killing of animal and plant life and the mobilization of manpower and resources which are necessary to the continued monitoring of the preservation efforts of the Virunga National Park. Perhaps the most important effort to further the preservation is about the continued focus of the action plan of involved authorities to protect the park in the long term basis. Results of research efforts involving Virunga National Park and its animal and plant life in the recent years also contributed to the effort for further preservation by bringing the state and condition of the Virunga National Park to the attention and consciousness of more people in the hope to generate more support and awareness and to use this growing awareness on the problems of the park as a means to deter individuals from undertaking exploitative actions against the park and its animal and plant life in the future.

What an individual can do to help preserve the diversity of the area
There are many ways wherein individuals can contribute and help in the preservation of the diversity of the area. First, individuals can be the places foremost guardians, reporting to the respective authority or agency incidences that can lead to possible further exploitation of the park and violation of preservation measures set in place for the park. Individuals can also stop being the consumers for the products produced through the exploitation of the life forms of the Virunga National Park. Another way people can help is by lending their professional services to the park, especially if they believe they can contribute something significant, skills-wise. People can also blog or write about the park to promote it, and focus on talking about the importance of continued preservation and protection of the Virunga National Park and its animal and life forms. Those who have the financial capability can help by giving financial support to the effort to preserve Virunga National Park and the animals and plants living inside it. Outside support is needed to protect Virunga National Park, which supports over half of the worlds seven hundred mountain gorillas (Leonard, 2006, p. 1712).

Possible additional measures to insure the preservation of the property
The preservation efforts and protective measures, in place for the Virunga National Park, is already sufficient for the time being. There are still many other developments that can be put in place to further improve the protective actions and the ability of the authorities to preserve the life forms inside the park. Technological use and upgrade is first on the list. With proper and sufficient funding, the Virunga National Park can benefit immensely from using technological devices and equipment, from CCTV cameras to monitor the park more closely to tracking equipment placed on animals so that authorities will know if the animals are taken away from their natural common habitat and area of life inside the park. The Virunga National Park can also use the information resulting from empirical studies and research, about plant and animal life, the condition of the park and the possible environmental condition happening in nearby places that can affect animal and plant life in the park or about practices of humans that impact the state and condition of life in the Virunga National Park.

What will be lost if intrusion goes unchecked and the impact on biological diversity
Intrusion of humans inside the natural habitat of the animals and plant life inside the Virunga National Park and the resulting actions of humans life poaching, killing and hunting of animal and plant life, will sooner or later, result to animals and plant life being decimated from the area until there is nothing left. Original plant and animal life, once removed and decimated, might be replaced by other life forms which will take over what was left. It is likely that with the destruction of plant and animal life, the park is risking losing biodiversity in the area and rendering the place desolated in the next few years if intrusion of humans continue to remain unchecked and uncorrected and if measures are not taken to stop this intrusions and to reverse the negative effects of human intrusion in the place.

This is the age wherein the world is being more and more conscious and concerned about animal and plant life, especially those which are in danger of being extinct forever. Africa, believed to be the cradle of life, is a home to many animal and plant life. Places like the Virunga National Park is one of the places wherein conservation and preservation efforts can and should focus on because of how animal populations in the past are being decimated and what the people can do right now so that this problem is checked and corrected in time to save the remaining animal and plant life and population.

Write the differences between non-verbal communications.

Nonverbal communication is considered as the process of communicating by sending and receiving wordless messages.  Through nonverbal communications, communication is done through gesture, body language, touch, facial expression and even eye contact (Wayne, 1997). It is to this effect that nonverbal communication uses objects like clothing, hairstyles, and symbols to communicate certain information.

The difference between Body Language and Facial Expression can be denoted in the sense that, body language form of nonverbal communication entails elements of physique, gender, odors and even dressing that send nonverbal messages during the period of interaction. Facial Expressions on the other hand entails nonverbal messages send through the facial appearance (Montgomery, 1988). For instance, a person who is frightened does not need to express through words but the message can be clearly send through their facial expression involuntarily. Therefore facial expressions can be denoted through facial cues like eyelids, eyebrows, cheeks, wrinkling the brows and lips.

Other forms of nonverbal communication are eye contact and touch. Eyes are dominant features on the face and they communicate a lot. The way someone looks at something sends messages of fear, confidence, hate, love and sometimes guilt (Weiss, 1979). Therefore eye contact carries nonverbal message across it can be argued that the eye serves as a major factor in interpreting spoken words. A person who is lying can easily be detected through the messages send by their eyes. An equally important form of nonverbal communication is touch.  Through touch a lot of messages are communicated. For instance, a tap on the shoulder, a warm hug, and a compact handshake send messages.

The debate about abortion has continued to range day after day in all nations developing or otherwise. This can partly be explained by the various physical and mental adverse effects it has on all those who have executed it, authorized it but most importantly those who have experienced it. Its effects however differ depending on why and how it was done. This has in turn stimulated econometric studies on how the changes in abortion policy have affected various social issues of paramount importance being child abuse, crime, risky sexual affairs, demographic changes and last but not least welfare expenditures.

Mandatory Waiting Time for the Pregnant Women
There have been arguments and counter arguments on this hot issue. Abortion rights groups argue that women should be given the right to abort since abortion not only improves the lives of those aborting but also that of the whole community in which they live. Anti-abortion activists on the other hand cite the harm done on the unborn as their major driving force but they soften their stand on the mention of the mandatory waiting periods which are aimed at making sure that a person makes the most informed decision before aborting. (Klick 207)

It would appear as though waiting periods (and the counseling that usually accompanies them) induce a more reasoned approach to the abortion decision, avoiding rash decisions on the part of the pregnant women. Better decision-making processes presumably lead to fewer regrets later on, lowering the incidence of depression and, ultimately, suicide. These results suggest mandatory waiting periods represent public policies that generate large welfare gains for women faced with unwanted pregnancies. (207)
Opponents of waiting periods however cannot hear any of this in spite of how rational it is. They claim that waiting periods only go a step further to exert mental torture on a woman as well as increasing effort and cost of securing an abortion. They say the waiting period can do nothing to prevent a woman from securing an abortion.

The Dangers of Abortion
Think of the potential problems of women seeking back-alley, or illegal abortions if abortion is not kept legal. What is interesting about this argument is that Roe v. Wade basically made people who were previously considered illegal abortionists, now legal abortionists As quoted in Roe v. Wade The state is constitutionally barred, however, from requiring review of the abortion decision by a hospital committee or concurrence in the decision by two physicians other than the attending physician. The Constitution also prohibits a state from requiring that the abortion be in a hospital licensed by the Joint Committee on Accreditation of Hospitals or indeed that it be a hospital at all. By virtually eliminating state regulation of abortions, the Court simply let illegal back-alley abortionists to go legal, with their procedures unchanged. (Williams, 66)

With complete disregard to the potential harm or even death of the unborn, women are more often than not tempted to opt for any kind of abortion, its safety not withstanding. The unborn that is always at the center of pro-life activists discussions has absolutely no power on the decision of whether to abort or not and if to abort which method to use. Women continue to suffer post abortion health complications like severe damages to uterine wall and other muscles keeping in mind that this is usually a surgical process the future effects which could include among other things future miscarriages, scarring, ectopic pregnancies and other related medical complications .The legality of the process has not done much to improve on these dangers and side effects which have even been cited as causes of the increasing number of suicide among aborting women. It would be worth to note that the risk of suicide is up to three times higher than in those women who adopt induced abortion than in those who carry their pregnancy to full term.  (Williams, 71)

Scientific Implications of Abortion
Social effects come not without accompanying scientific implications which are evidence enough of the bodily harm of abortion. A medical researcher by training, Ms. Begin cites several reasons abortions are dangerous. A pregnant woman should never have surgery, let alone major abdominal surgery like abortion, she states. Her blood coagulation factors are extremely vulnerable, and she can easily bleed to death. Shock, coma and death can happen within a few minutes after the onset of hemorrhaging, yet clinics cant be equipped for emergency blood transfusions. (Schuster 23)

The pro-life advocate notes that suction machines often used for the procedure can damage a womans uterus and even cause blood poisoning by sucking in fecal material from the intestines. Blood poisoning can also occur when abortions are incomplete. Cadaver parts remain inside the mothers womb and general blood poisoning septicemia sets in, Ms. Begin says. Thats often fatal.

These are the issues that all activist groups for abortion or against it, for waiting periods or against should keep in mind as they debate their various stands. A woman might become free from mental torture by aborting only to end her life prematurely by securing an abortion. Effects of abortion should therefore be analyzed from all dimensions and just at the face value. (Schuster 25)

Induced Abortion and Associated Complications in the Subsequent Pregnancy
Induced abortion is one of the abortion methods that are considered relatively safe. Being a surgical procedure, it comes with it various risks the main ones being tissue infection and damage. This could further lead to complications in subsequent pregnancies. Low Birth Weights (LBW) has been pointed out as one of the effects of induced abortions. (Zhou 1119)

There are various reasons which people have cited as their driving force while opting for induced abortions. These are when a partner is exchanged, when a woman has had the children she thinks are enough and if the pregnancy does not fit into her career plan .Further, poor social conditions are often attributed to inducing women to procure abortion. They do this in the fear that they might not be in a position to execute their responsibilities as parents which comes with financial responsibilities too.

The underlying reasons not withstanding the harm caused by induced abortion more often than not exceeds the benefits. It should be kept in mind that .Surgical removal of fetal tissue may damage the endometrium and the uterine cavity which may increase the risk of placenta complications in subsequent pregnancies. This is directly attributed to injury sustained during the surgical process. (Zhou 1120)

After a thorough analysis of the abortion issue, it leaves no doubt that women, the whole nation or even the entire universe has nothing positive to show about abortion except where it is done to save a mother who could be in danger. It is evident that women continue to suffer emotionally and physically even after abortion which is contrary to what most pro-choice advocates think that they are empowering women.

It was expected that deaths related to abortion would reduce significantly after Roe v. Wade but statistics show nothing to that effect. More and more women continue to be slaughtered and maimed as they try to secure abortions. Their revelations are clear testimony that abortion is not here to help anyone. This could not have been put better than by Mealey who echoes the same sentiments. Contrary to the benefits they are always promised of or even visualize in their minds, women who abort only end up in more serious problems of varying magnitudes. (Mealey 128)

It is now evident beyond reasonable doubt that women who abort are at a greater risk of suffering from psychological disorders like anxiety, depression or even suicide. This in turn stimulates them to turn to drugs and substances abuse which only goes a step further to add them more woe. They loose total control of their lives and some have even been quoted saying that life would never be the same again. Other receiving the empowerment that they were being promised pro-abortion activists, they end up being powerless and in a bid to save others from such problems they take an about and become anti-abortion activists. This could in part be explained by the feeling of violation that they experienced after the abortion. (Mealey 128)

It is now time to save people from being misled about the benefits of abortion which up to now cannot be clearly be pinpointed, they have been taking place for over three decades now. America can longer ignore the deaths of not only the unborn but also the women who die in the process if they are not fortunate enough to live and experience the post-abortion trauma. It is time to tell the truth. (Mealey 128)

The ball now lies in the court of all activists, state and federal authorities which reconsider the Roe v. Wade in a bid to protect not only the unborn but also the mothers who suffer post abortion health and emotional problems as well as the greater risk of loosing their lives.

The residents of Mc Town and the activities they are involved in makes up a social community. This community provides a convenient platform for all the residents to engage in activities which help in sustaining their lives. For instance, the town residents have invested in trades which are beneficial not only to the town residents but also to their surrounding counterparts to an approximate radius of 70 miles. The area surrounding the town is primarily agricultural land that thrives on agricultural production. To support this, traders in the town have invested in multiple businesses that supplies essential products such as tractors, agricultural inputs, grain storage facilities and chemicals. The concept of a community is one of the fundamental concepts in sociology. Though the simplistic meaning of a community is not very clear in sociology, there are key criteria which identify Mc town residents as a community. First, the residents activities mainly take place within the geographical regions of the town. Hence, they are territorially established as a community based on geographical considerations. In addition, there is a sense of belonging among the members which implies that they are emotionally and socially enjoined within that community.
There is also an apparent existence of organized structures within the town which can be associated with the existence of schools and a recognition of police personnel who represents the towns institutions for law and order.

Another social concept evident in this small town is the existence of law and order. First, there is reference to Jake Horner, the single patrolman for the town police. According to the patrolman, there are some values which are recognized to be against the law. He cites driving under intoxication as the most prevalent issue that the law enforcers face in the town.  He also cites the criminalization of some substances which he terms as drugs for instance, cocaine and methamphetamine. In sociology, law is explained as the control of a society through systematic application of rules and regulations by a well organized political system. The political system consists of the law makers and law enforcers and this explains the criminalization of the drug substances by the law makers and the enforcement of that law by the policemen. It is the law fabric which ensures that individual rights and freedoms are not violated against as well as ensuring the protection of property and assets. The existence of the law in Mc Town helps the people to own properties such as the business dealership in chemicals, tractors and agricultural implements. It is recognized in sociology that the existence of the law in any place, such as, Mc Town is preliminary to the existence of good behavior even among the most exemplary citizens (Bertrand Russell). This implies that were it not for the law, most of the people interviewed would have complained of lawlessness in the town.

Another social concept in the town is the idea of social groups. A social group is a grouping of two or more people within a wider society who interact with each other and identify themselves as a distinct unit. As such, this group is likely to have more interactions within itself and very little or no interaction with the other groups. Due to their interaction, the social group carves up its own culture and characteristic which is evident in the areas frequented by the group. Such a group may be isolated due to its financial, culture or educational power. In the small town, the rich people live in the subdivision around Lake Elmo. This group is identified by their white collar professions which include banking, business and other elite professions. The rest of the less financially able group consisting of the low skilled workers who works in the manufacturing plants, retail and agribusiness management occupy the rest of the town. This demographic distribution is an illustration of social stratification where economically equal groups tend to occupy similar geographical locations within the society. The characteristics of the different social groups are also likely to be felt in all institutions within the town including the social places, the schools and health institutions.

The concepts of a community, law and order as well as the social groupings are interrelated.  First, the community instigates measures that establish law and order for the assurance of security for all members. Also, the social activities established within the wider community are the one that lays a foundation for social institutions and requirements that separates different social groups. For instance, when a community sets up education as a necessary tool for development, the tool separates the community between the educated and those who are not. This coupled with the privileges that the different groups accesses essentially establishes social stratification in form of social groups.

Indeed the family unit is under pressure in todays world. The family units can strategically set limits and have communication by consistently listening to the childrens woes and guiding them accordingly. Most things go wrong in the family because of the apparent hectic lives of the parents thus leaving their children in the hands of people who are not very keen with their childrens development. Parents are the legitimate leaders of a family and they should create an amicable and conducive environment for communication to their children as a panacea of enabling them to have the right lifestyle. They should talk to their children, guide them and let them to know the right things they should embrace and the wrong things they should shun. Specific standards should be set in terms of the programs to be watched and the people they should interact with. In addition, this will influence the lifestyle of children and thus reduce the pressure of social dysfunction manifested.

The church as an agent of socialization has a major role in developing support and structure of the current culture. The church has to socialize the society by furnishing it with the right values to their kids and the family as a whole (Hughes, 2005). The church has also to fundamentally play the role of creating strong families by consistently talking to parents and providing them with tips which are essential to enable them to raise their children. This will eventually have a positive influence to the current culture.

The contemporary family is steadily losing the battle as the strong influence of their children lives because it is faced with myriad of problems. It has failed to have the leadership of the parents because the parents have no moral authority to advice their children. In essence, todays family is a disintegrated one making the children to lack mentors and role models and thus leading them to emulate people who they think are doing the right thing which in most cases is misplaced they end up choosing the wrong people.

The community can be a successful part of socialization when it comes up with stringent morals and values that are enforced by all its members. The element of collective responsibility has to be emphasized for the community to successfully socialize children (Hughes, 2005). For instance, if a member of the community cites a person selling vulgar material to children they should report to the authorities even if the children are not their own. The penalties that come with straying away from the stipulated norms should also be harsh for the community to successfully socialize children.

Death penalty is otherwise referred to as capital punishment. The punishment has been in use since the ancient times as a punishment for various crimes. This kind of punishment has been advocated even in the bible for punishing murder and other offences like witchcraft, and adultery. Whenever this term is used it initiates hot arguments from the supporters and the opponents. It is also the most controversial issue in the criminal justice system. Currently, among the most debated policy natters in the Criminal Justice System, death penalty is leading. In the United States, death penalty was lawful until 1972 (Cottrol, p. 32). It was stated unconstitutional by the Supreme Court in Furman v. Georgia arguing that it infringed against the eighth and fourteenth amendments of the United States constitution referring it a cruel and unusual form of punishment. In 1976, the court inverted its ruling with Gregg v. Georgia and restored the capital punishment, but some states do not have the death penalty. The key responsibilities of the criminal justice system are rehabilitation of crime perpetrators and protecting the society from the ones that are not rehabilitated.

Therefore, doing justice or deterring others is the ends of the criminal justice systems endeavors. Use of the capital punishment is hence among the means of reaching these ends. This therefore gives a challenge to the opponents of the death penalty to prove that it does not fulfill its responsibly to the system (Cottrol, p. 34).
This paper seeks to support the abolishment of the death penalty by offering arguments in support of the fact that it is unethical, ineffective and unjust.      

Capital punishment is so troubling to any person who values human life. This is the reason why American Civil Liberty Union (ACLU) is tying to work on suspension to pending executions and to put a stop to state-sanctioned executions in the United States. This argument is based on moral reasons. Life is the most precious and supreme gift that any human being has (Dieter p. 12).The right to decide whether a person should die or live should not be given to fellow human beings. The argument on this is that there is no 100 positive ways to know that a person has really committed a capital offence and therefore taking a way such life can be termed as immoral, and unethical. Research done by Hugo Adam Bedau and Michael L. Radelet, writers of the book, Miscarriages of Justice, illustrates that 350 individuals accused of felony in the United States between 1900 and 1985 were all innocent (Bedau   Cassell, p. 45). According to Death Penalty Facts and Uniform Crime Reports, 23 of these innocent lives were executed. In April 2002, Ray Krone was set free from death row in the state of Arizona.  This was after DNA evidence found him innocent of the killing of a bartender in 1991 in Phoenix. Krone was the 100th person to be set free from death row since 1973 after fresh evidence proven him not guilty. He had wasted 11 years waiting for death for a crime he was innocent of. This man could have been executed if the evidence had not appeared. There are many more such people waiting for death in state prisons (Bedau  Cassell, p. 45).

One of the major arguments for punishment by death is that it deters more murders from being committed. However some criminologist argue that they have empirical evidence to prove that after an execution is publicized, more killings happen in that day and weeks that follow. The best example to show this is the Linberg kidnapping (Dieter p. 12). Many of the states agreed to employ death penalty as punishment for crimes like this, but statistics show that the rate of kidnapping went up after this. It is evident that publicity might increase criminal activities instead of deterring it. The United States registers the highest rate of execution, yet it has failed to have low rate of homicide. According to statistics obtained form the Death Penalty Information Center in the United States, the average rate of murder in the 1990s was 9.3 people per 100,000, with 15 states being over this average. According to William J, Bowers, who was the author of Legal Homicide, all the 15 states allowed the death penalty. The reasoning behind this is that the way executions have been done in the past in the United States has done nothing in trying to deter killings from being committed. In fact it seems to have led to a slight but significant increase of homicides (Cottrol, p. 26).
Death penalty can lead to death of innocent people (Dieter p. 13). This can happen in case poor evidence is presented in court or as a result of discrimination which is in existence even today. Discrimination is likely to play a factor in the determination of a case, especially if the jury is prejudiced. In their book Death and Discrimination, Samuel Gross and Robert Mauro argues that it is not a minor comment in the society that there is open and conscious tolerating of a system where the race normally determines who is to be executed and who should be spared. Since 1976, almost 40 of the deaths by execution have occurred to African-Americans although they only account for 13 of the total population (Mauro  Gross, p. 26). In cases where complete evidence to prove someones innocent is not presented, the accused can die for a crime he knows nothing about. Where conviction of the innocent occurs, death makes a miscarriage of justice irreversible. In the states of Maine and Rhode Island, capital punishment was put to an end as a result of public shame and remorse after the discovery that they had executed innocent people (Mauro  Gross, p. 26).

Death penalty denies the accused a chance to reform and pay his debts to the society. This is because the punishment fails to rehabilitate. Common sense also denies the public from realizing that most killings are committed in the heat of the moment.  Such crimes are not premeditated and the chance of the accused to commit another murder is very minimal. Such people should be rehabilitated and given a chance to be good citizens. The penalty also denies people who could have changed and become better people the chance to do so (Schabas, p. 27).

Many supporters of the death penalty argue that it is more expensive to the state to detain a person for life for crimes that are punishable by death. In a criminal justice system investigation in the state of Texas, the results showed that on average, execution of an individual in that state costs approximately 2.3 million dollars. The state of Florida uses approximately 3.2 million dollars on individual execution, while North Carolina spends over 2.2 million dollars for each person sentenced to death. Yet, the average amount spent on incarcerating a person in a maximum security prison for an average of 80 years, which is longer than most people live, is approximately 1.5 million dollars. This statistics prove that it is more expensive to end peoples life through death penalty than it would be to incarcerate them for life (Cottrol, p. 17).  

Arguments in support of the death penalty 
Frank Carrington argues that common sense supports the conclusion that it may be true that if the threat of the execution decreases, murder rates might increase. Justice Stewart argued in the Supreme Court in Gregg v. Georgia that even if some of the researches suggest that capital punishment may not work as a considerably greater deterrent than lesser penalties, there is not empirical evidence to convincingly support or refute the view. Nevertheless, it may be argued that there are killings like the ones of passion, that the threat of death has no deterrent effect. But for many other murders the death penalty is a considerable deterrent. For some contemplated killings like murder for hire, the threat of death penalty can cause a cold calculus preceding the decision to act (Bedau  Cassell, p. 45).

Without the death penalty there will be a lot of criminals who will have the chance to escape the well deserved punishment. The relatives of the victim require justice for their loved ones whose lives are taken by the criminals. There is need to have the capital punishment for the crime victims to receive the full measure of justice. The criminal on death row has the chance to prepare for his death, while his victim never had. They violate the victims their right to life, freedom and pursuit of happiness (Schabas, p. 27).   When the criminal is apprehended, he has the freedom of the judicial process and has his rights being protected by the constitution, while their victims did not. The criminal may receive sympathy from the investigating officers, relatives and the public. They may at times have the public on their side as if they are the victims. The criminal might end up being protected, without any care at all for the victim or the relatives. The attention is drawn to the accused and the victim is forgotten. For the sake of the victim to receive justice, capital punishment should remain (Cottrol, p. 11).

In my opinion, when all is said and done, the fact remains that the death penalty is immoral, unfair, and ineffective and violates human right to life. It raises the number of murders in the country it is unjust because of prejudice, and sometimes it causes the innocent to be executed. Every human being has a right to life and the government should not support what it opposes, that is violation of human right to life. The justice system should not sink to the level of murderers in the name of punishing. The death penalty should be completely abolished (Mauro  Gross, p. 26).

The justice system should completely do away with death penalty. The public should join hands in protesting the course of death penalty. Human rights movements should also work hard in ensuring that the death penalty is completely done away with. For the public to help the course, they should vote for politicians who are advocating for the abolishment.