Advertising Bias Essay Example for Free

Promoting Bias Essay Promoting and publicizing organizations are continually assuming on sex jobs and generalizations. The two people are depicted in specific manners to help cause items to appear to be progressively appealing to the equivalent or other gender. Men are envisioned as apathetic, stupid good-for-nothings while ladies are imagined as delicate, excellent, sexual, and compliant. In children’s advertisements, young men are appeared as unpleasant and inspired by activity games while young ladies are all the more tranquil and keen on dolls. In spite of the fact that these generalizations are not in every case valid, they are what Americans have come to acknowledge about sexual orientation and society. Commercials rely on painting reminiscent pictures about these generalizations so as to allure the purchaser to purchase the item. Numerous promotions utilize a messy, dumb, habitually lazy person to interest ladies in items that are ordinarily utilized by ladies, for example, cooking things and cleaning items. By utilizing the male generalization, ladies will in general feel engaged or that they have the high ground when the typically â€Å"dominant† male is delineated as second rate. While making light of the male job has gotten progressively acknowledged as a demonstration of politically right sexism, it is still politically inaccurate to do such to ladies. See more: My Writing Process Essay Some view this as an unjustifiable twofold norm. Job inversion is frequently used in publicizing with ladies as the focal point of the advertisement. The most widely recognized utilization of generalizing with ladies is advertisements is utilizing them to advance or sell an item through sexual intrigue. Regardless of whether to a male or female crowd, ladies are depicted as very excellent and provocative and frequently in intriguing postures. It draws in men for the undeniable reasons, and pulls in other ladies since they seek to be a sure way or have a specific excellent quality or highlight. Ladies are additionally publicized as delicate and accommodating rather than guys. Women's activists are against these sorts of generalizing in light of the fact that they trust it organizes ladies. In the public arena guys and females are singled out for their hidden characteristics. These characteristics have gotten so far reaching and ordinary, today they are viewed as generalizations. Organizations utilize these to pull in purchasers with the possibility that they are to some degree superior to the other gender somehow or another. The hidden nature in promotions calls attention to blemishes of people and uses them to abuse certain practices or quirks that will help sell an item with its picture.

Segmentation

Division We accept that the advertising division of Lee Kum Kee’s soy sauce is a blend of segment, psychographic and advantage division. Since customer’s purchasing thought processes originates from their own propensity and their own way of life before they expend soy sauce as they will utilize a similar brand or a similar soy sauce when they find that soy sauce is the thing that they need and they need.Demographic segmentationâ consists of isolating the market into bunches dependent on factors, for example, age, sex family size, salary, occupation, training, religion, race and nationality. Lee Kum Kee takes care about the minority with various religion, Lee Kum Kee sets up various marks to show whether that sort of soy sauce is appropriate for them or not. For instance, Lee Kum Kee prescribes the Double Deluxe Soy Sauce to the Kosher as the element of this soy sauce is fit in with the principles of Jewish religion.Psychographic division is a strategy for separating ma rkets on the bases of the brain science and way of life propensities for clients. Lee Kum Kee cares those individuals with various way of life, for example, individuals who concern much about their wellbeing and the vegan. For instance, Lee Kum Kee has delivered Salt Reduced Light Soy Sauce for the individuals who concern their wellbeing much. Additionally, Lee kum Kee has suggested a few sorts of soy sauce for the vegan to use.Benefit division is Aâ formâ ofâ market segmentationâ based on the distinctions in specificâ benefitsâ that differentâ groupsâ ofâ consumersâ look for in aâ product. Lee Kum Kee has given loads of items to fulfill various requirements of the individuals including the individuals who influenced by the segment and psychographic factors. Aside from the previously mentioned, Lee Kum Kee attempts to give a bigger item assortment. As of late, Lee Kum Kee presents another soy sauce without including any MSGs. Focusing on

Technical and Narrative conventions Essay Example

Specialized and Narrative shows Essay Example Specialized and Narrative shows Paper Specialized and Narrative shows Paper In dramas the term sensible is the point at which a drama causes us to accept that what's going on is occurring progressively, constantly, to customary individuals in a conventional area in a nearby network. Cleansers use drama with the goal that it can have electrifying plots which advance to the crowd through, misrepresenting the accounts, Cliff holders, cinematography and the altering. Social authenticity is attracted on by cleansers to make the cleanser increasingly sensible by alluding to practical social issues of the common laborers individuals, for example, joblessness, sexuality and racial issues. My inquiry is concerning explicit drama messages that you have contemplated, talk about how far they might be viewed as reasonable', and I will answer this with references to the dramas Coronation Street East Enders by giving models from these writings which identify with the inquiry. I will likewise characterize and discuss social authenticity, how the cleanser stories and specialized shows advance authenticity, and I will likewise talk about how components of acting are utilized in the cleansers. Social authenticity is catching in an honest manner, the regular day to day existence of the common laborers individuals so it speaks to the social issues of these average workers individuals, for example, joblessness, high school pregnancy, fetus removal, wrongdoing, single-parent families, sexual wellbeing and sexuality making it increasingly reasonable as it is depicting the huge things in the public eye and in the news at any one time, so the cleanser has issues the crowd can identify with. Instances of social authenticity in East Enders, is when Ian (before he got hitched to Janie) was caring for his children alone speaking to an issue in the current society, and when Zoe has a fetus removal with Dens youngster. Little Moe additionally is a social practical issue as she has been assaulted, yet carried on the bring up the youngster and she likewise turned into a solitary parent after she split up with billy, Jules as a medication bargain is likewise a social sensible issue, at that point he dropped managing in drugs and went to work in Ians cafi. Acting is a book with a thrilling plot which is utilized to speak to the crowds feelings, for example, in East Enders, when Billy informed everybody regarding Alfie and Little Moes relationship, there was a bluff holder when Kat assaults Little Moe. Additionally when Johnny sends a hired gunman to manage Peggy, and was halted by Phil and Grant, Johnny was standing by quietly for an answer from the Hit man, however as there was finished quietness, the crowd realizes that there is inconvenience. When Alfie and Kat takes Nanna to see the sovereign is a case of an additional customary Event as the story once in a while leaves East Enders. Additionally in crowning liturgy road, when Sunita discovers that Dev has been laying down with other ladies who are caring for his shops, is a case of an overstated account. In these cleansers, the principle story and specialized shows are that they are Ongoing, where they have no start and no closure, this makes it progressively reasonable as the cleanser not going to stop so it is continually going to show the lives of common laborers in their set areas. The cleansers additionally build up the setting toward the start, to remind the crowd that it is still in a similar area and furthermore starts toward the beginning of the day attempting as far as possible of the day, this adds to the authenticity as it shows the characters everyday activitys from morning to night. Emotional incongruity is additionally an account show, where the crowd knows things that the characters don't have the foggiest idea, for example, when Den was killed, just a couple of characters (Zoe, Chrissy and Sam) think about it and furthermore the crowd this identifies with the progression of information (who recognizes what first). As the cleansers are discourse driven more often than not, adding to the authenticity of common laborers people groups regular day to day existences so they would utilize shots which make the camera as undetectable as could reasonably be expected, utilizing setting up shots, over-the-shoulder yells two shots, mid close ups and outrageous close ups. And furthermore they when there are interlacing storylines, they need moving of the camera starting with one account then onto the next. The altering in cleansers is additionally straightforward where there are no breaks up, blurs simply unadulterated hard cuts making it progressively reasonable as it is simply taking us starting with one storyline then onto the next normally. Sounds utilized in cleansers are principally digetic with the exception of the topic tunes, this makes it progressively sensible. The cleansers would be essentially discussion orientated and this would be digetic sounds, and furthermore when they are in bars (Coronation Street, East Enders) there would be foundation sounds, for example, the sound system in the bar playing a music collection which would identify with the here and now music making it progressively sensible. The lighting utilized is customarily naturalistic lighting this adds to the authenticity as it speaks to this present reality and furthermore the utilization of Mise-en-Scene, where ensembles and props, e inside and outside structure, and the format is practical, for example, a school uniform that Ians kids wear in East Enders, and the easygoing present day furnishes the characters in both East Enders and Coronation road wear, are sensible as it reflects what ordinary average workers individuals wear in reality. Portrayals additionally advance authenticity, as the portrayals of the characters should speak to the common laborers society, in actuality. Models are Patrick, a race issue, as he claims a news operator and furthermore in Coronation Street, Dev possesses newsagents too speaking to these activity jobs are a non-white job. Likewise the dark characters are generalized, for example, when Jules entered East Enders, he was a street pharmacist and furthermore Paul Trueman was a street pharmacist. Additionally when Patrick entered East Enders he was generalized to be a customary African where he preferred drinking liquor, and was a young ladies man. The ladies are additionally spoken to as house spouses and the individuals who take care of the children, for example, Rosie Miller, who takes care of the house while her significant other sits idle. To finish up my supposition for the inquiry concerning explicit drama messages that you have examined talk about how far they might be viewed as Realistic', is that they make the cleansers as reasonable as conceivable utilizing Technical and Narrative shows expressed above, where everything from camera shots to sounds are utilized to make the cleansers increasingly sensible, for example, no non-digetic sound tracks during the cleanser and placing it in as digetic sound in conditions, for example, bars. Portrayals of the Ethnicity adds to the authenticity of these cleansers and the issues that are raised in the accounts of the cleansers add to the authenticity as these issues are managed in regular day to day existence of common laborers individuals in the general public.

Respect for Family and Elders the Moral Lessons of Antigone - Literature Essay Samples

Sophocless Theban plays tell the story of families afflicted by generations of personal tragedy. Unlike epics such as the Iliad, whose portrayals of whole-scale war, death, and destruction convey a sense of near-apocalyptic despair, Sophocless plays achieve power by setting tragedy on a more intimate scale. Interpersonal relationships are highlighted, shedding light on the ideals that ancient Greeks valued in their family lives. In particular, Antigone, the final play in the saga, focuses on the interactions between family members and the ramifications those interactions sometimes incur. When examined, the events of Antigone reveal the esteem that was given to the practice of respecting family members and elders of the community. Relationships such as the ones between Ismene and her dead brothers, between Creon and Haemon, and between Creon and Teiresias, while each emphasizing different aspects of this theme, combine to paint a convincing picture about the value Greeks placed on fa milial respect. The rich history that Oedipus the King and Oedipus at Colonus supply for Antigone is crucial to understanding character dynamics in the play. Even characters that never appear onstage provide strong evidence of family relationships. For example, the memories of her brothers Eteocles and Polyneices, and particularly the latter, motivate Antigones fateful decision at the plays opening. Antigone cannot in good conscience allow her brother Polyneices to go unburied, and so she disobeys Creons orders. Loving and respectful of both of her brothers, she cannot stand that Creon honored one, dishonored the other (162, line 23). Thus, though Antigone knows what consequences may come of her decision to bury Polyneices, she feels secure in the righteousness of her actions. She asserts, I shall be a criminal-but a religious one./ The time in which I must please those that are dead/ is longer than I must please those of this world I know I am pleasing those I should please most (1 64, lines 71-74, 89). This sentiment attests to the strong influence of the cultural ideal of honoring and respecting ones family members, especially because the gods themselves value this ideal. The history of Eteocles, Polyneices, and indeed Antigones whole family can be seen as further influencing her morally-motivated decision to bury her brother. Her family is one whose honor is greatly in need of defense, given the socially unacceptable, incestuous union of Oedipus and Jocasta. Antigone likely views her familys situation with somewhat of an us versus them mentality, and thus the notion of her defending her team, or tribe, or sect, etc., is given even more credibility and esteem. Additionally, Antigone has cause to feel that Polyneices has received undue blame for his siege of Thebes; after all, he, as the elder son, was originally usurped by Eteocles. Thus Antigones burial of Polyneices, implicitly condoned and even admired by Sophocles, reinforces the importance of respect in Greek society. The relationship between Antigone and Ismene raises questions about the nature of familial respect, yet it also emphasizes the value of familial bonds. Antigone feels very strongly about her duty to bury Polyneices, to pay him respect. When Ismene is opposed to the idea, Antigone responds harshly, even using language as strong as I will hate you still worse for silence (164, lines 86-87) when Ismene suggests keeping the burial a secret. In this instance, Antigones sense of responsibility towards her brother overrides any respect she might feel for the choices of Ismene. Even when Antigone is apprehended, she refuses to accept Ismenes gesture of self-sacrifice, because Ismene was not willing to take the initial risk. It can be inferred from this that those viewed as cowardly, like Ismene, are not deserving of the respect that is so lauded by Antigone and by Greek society. Ismenes attitude, though dismissed as cowardly by Antigone, is itself a model of love, devotion, and respect for her sister. Ismene insists that she does not wish to dishonor her brothers, but that her nature prevents her from defying the law. She is genuinely concerned for Antigones well being, but in the end must resign from her protests, saying, Well, if you will, go on/ Know this; that though you are wrong to go, your friends/ are right to love you (165 lines 97-99). Because of Sophocless portrayal of Ismene as a kindly and rather sympathetically timid character, her feelings are perceived as valuable and worthy of emulation. Her love for her sister is immensely deep, and when she asks to be executed alongside Antigone in honor of Polyneices, she cries, What life is there for me, once I have lost you (182, line 48)? This devotion to family, while different in nature from Antigones bold actions, undoubtedly strengthens the case for familys importance in ancient Greece. The other set of family dynamics in Antigone involves Creons relationship with his son Haemon. Haemons open ing lines suggest that he adheres completely to the code of respect for family and elders that society prefers. He is even willing to give up his bride as an act of total submission: Father, I am yours; with your excellent judgment/ you lay the right before me, and I shall follow it./ No marriage will ever be so valued by me/ as to override the goodness of your leadership (186 lines 635-638). However, subsequent dialogue between Haemon and Creon shows that the son is not nearly as submissive as he first seems. As their discussion progresses, Haemon raises objections to Creons sentencing of Antigone. The way he objects, however, is cleverly consistent with the accepted level of familial respect. Instead of stating his disagreement in personal terms, Haemon couches it in terms of the opinion of the common man of Thebes, because the general contentedness of the city is crucial to Creons success, and, Haemon promises, Nothing I own I value more highly, father, than your success (188 lin e 700-701). Thus Haemons first impulse is clearly one of deference to his father, despite the incompatible opinions of father and son. In considering Haemons later actions, it must be remembered that Antigone was to be his wife, and that a certain familial bond had already been forged between the two young lovers. Parental respect can only be taken so far when issues of justice and secondary personal relationships are considered. For Haemon, to respect his father by agreeing with him would be to disrespect Antigone and the sacrifice she made for the honor of her family. Indeed, Creons attitude towards his son shows very little sensitivity for his own familys well being. Sophocles uses this situation as a didactic tool; Creons disregard for his family will, in the end, cause him the most misery of all the characters. The consequences of disrespecting ones family are thus made clear. Arguably akin to family in terms of deserving respect, the elders of the community play a crucial rol e in Antigone, both in terms of the plot and in terms of revealing the values of Sophocless Greece. The chorus of the play consists of Theban elders who are in constant discussion with the main characters about their dilemmas. Though the chorus, comprised of common citizens, is clearly inferior in rank to Creon, the ruler nevertheless puts a great deal of stock into the views of these old men. This dynamic is displayed in the exchange in which Creon asks if the chorus will agree to do his bidding (thus showing them a degree of deference), and the chorus responds, There is none so foolish as to love his own death (196 line 220). Near the end of the play, Creon displays even more respect for the chorus by asking it what action to take in light of Teiresiass prophecy, and then following its advice immediately. In this situation, the wise chorus obviously gives the correct advice, yet Creons action comes too late. There are several instances, however, in which both Creon and Antigone ch oose to ignore the advice or moral judgments of the chorus. For example, in a moment of warning, the chorus asks Creon, Will you rob your son of this girl? (184 line 574), but Creon unflinchingly pursues his plan of death. In these situations, the chorus is inevitably proved to be correct, a fact which emphasizes the importance of obeying the elders in their wisdom. In Antigone, the ultimate elder to be respected and obeyed is the blind seer Teiresias. As an elder and a prophet, Teiresias is like a grandfather to the entire city of Thebes. His skills are well-respected, even by the headstrong Creon, who assures the old man that Never in the past have I turned from your advice (189 line 993). Indeed, Teiresias delivers a sickeningly accurate prophecy about the ramifications of Creons decision not to bury Polyneices. Creon argues briefly with the seer, but eventually yields to his wisdom; tragically, those few short minutes spent in disagreement may make the difference between saving Antigone (and thus Haemon) and losing them both. Again, Creons disrespect for elders causes dire consequences. Through Antigone, Sophocles sends a clear message endorsing respect as a critical value in Greek society. From interpersonal relationships like that between Antigone and Ismene to more generational relationships such as Creons with the chorus, respect and love for family and elders emerges as a fate-determining factor. Antigone and Haemon may die, but it is Creon, the one who showed the least respect in his relationships, who ends up suffering most grievously. The play Antigone thus reflects the basic values of its society by providing a tragic exhortation to live life with honor and respect.

Essay Removal - 837 Words

History is the unfinished book of past mistakes, misjudgments, wrong doings, accomplishments, great feats, and above all a written document of mans creation and survival. Within the text of this book you will see wrong, right, justified, and unjustified actions carried out by all man kind. The removal of the Cherokee nation in 1838-1839 is one of the worst affairs ever carried out by the American government. As no one can deny that this event is a terrible atrocity, the question however of if it is justified is an issue to be thought of separately. Debated by historians still today, the Cherokee Removal act under the Jacksonian administration was one of the greatest horrors ever to be justified in American history. In 1828†¦show more content†¦Uprooting a Nation and relocating them eight hundred miles from the place these people have called home is an evil of extreme magnitude. It is undeniable that this act of Indian Removal was a terrible thing to do, yet history is lettered with bad choices, hurt feelings, and inhumane acts. When the choice was made by Jackson to relocate the Cherokee, and other civilized tribes, there were many factors that played into that decision. The nation was still a baby when Jackson became president. Having only had seven presidents to precede Jackson, the Government was still in the process of forming. The looses confederation we called a nation at that time was desperately trying to hold on to the states that it was forming up around. The need for the Government to have the control over its states, and still allow them to function on there owns was a balance issue that remains in society even today. The Cherokee Nation threatened this very idea. Residing with in the Application Mountains, and mainly the Georgia area, this nation upset the balance the Government was striving for. 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Oppression Is The Driving Force Behind The Violence

Oppression is the driving force behind the violence in Israel. It is based on a land dispute that led to oppression and now the violence seen today. Israel is plagued with a cycle of violence and fear. There are many factors behind the climate of terror that is taking place in Israel, but none as significant as oppression. The establishment of Israel by Jews led to many changes for Palestinian Arabs, who were already living in the area. Many of these changes were oppressive and intrusive to the Palestinian Arabs’ way of life. As can be expected, wherever there is oppression, violence and fear normally follow. Both sides have suffered losses amidst this violence. Jews claim they fled to Palestine to avoid persecution and that establishing Israel as a Jewish state would be the only way to ensure their safety. Yet their safety, and now the safety of Palestinian Arabs, are both unsure. In the late 1800’s, Jews across Europe began fleeing to Palestine to avoid anti-Semitism and persecution. During this era, there was a movement known as the Zionist; the Zionists wanted to return to the Jewish Holy Land to establish a Jewish state that would serve as a sanctuary for Jews. However, according to the State of Israel Proclaimed (State), at this time the Zionist leadership was unable to persuade the Ottoman Empire to grant them a charter. The following decades would see sporadic migration of Jews into Palestine. World War I brought about more change in Palestine, includingShow MoreRelatedFunctionalism And Its Impact On Society983 Words   |  4 Pagesinevitable division among classes, and that these divisions exists in both the school and society. Conflict theorists have the idea that the driving force in complex societies is the unending struggle between different groups to hold power and status. 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Cognitive Process of Analysis in Qualitative MyAssignmenthelp.com

Question: Discuss about the Cognitive Process of Analysis in Qualitative Enquiry. Answer: Introduction Pregnancy, child bearing and childbirth are important stages and events in the lives of human beings, especially women. Nevertheless, women are exposed to significant psychological and body changes before, during and after the pregnancy (Sangsawang and Sangsawang, 2013). A normal pregnancy, lactation and recovery from the childbirth process may take up to 12 months, and during this period, a mother may wish to participate in any form of sport, recreation, fitness or health exercises (Ricci and Kyle, 2009; Littleton-Gibbs and Engebretson, 2012). Prenatal awareness and education classes emphasizes on the importance of mothers to engage in mild exercises to strengthen muscles following pregnancy or the process of giving birth (Hammer, Perkins and Parr, 2000). Over a long period, nurses and caregivers encourage pregnant women to engage in walking and less intense activities to engage the muscles and remain healthy (Lauwers and Swisher, 2015). Traditionally, midwifes play a pivotal role in educating mothers on how to address postnatal problems early and manage any arising clinical or physical challenges effectively (Ricci and Kyle, 2009). One of the emerging early problems in postnatal mothers is stress urinary incontinence (Hvidman, Foldspang, Mommsen and Nielsen, 2003; Dnmez and Kavlak, 2015). Postpartum urinary incontinence is induced by vaginal deliveries, especially for mothers who are having the first birth (Farrell, Allen and Baskett, 2011; Wagg, 2010). The causes of the problem include large babies, difficulties during deliveries due to lengthy pushing or inadequate instrumentation (Farrell, Allen and Baskett, 2011). Research indicates that postnatal incontinence is a commonly overlooked, yet important aspect of maternal morbidity (Hvidman, Foldspang, Mommsen and Nielsen, 2003). Postnatal incontinence is a very serious and embarrassing Management problem among women (Macdonald, 2011). Childbirth constitutes a major risk factor for many mothers and increases the chances of developing postnatal urinary incontinence due to the trauma, stretching and widening of the pelvic floor muscles. Distention and weakness in the pelvic floor muscles and the surrounding connective tissues are the most common causes of postpartum urinary incontinence (Hvidman, Foldspang, Mommsen and Nielsen, 2003). Moreover, vaginal deliveries often result in the damage of innervations, thus contributing to the development of the problem. Vaginal deliveries often tend to limit and restrict the ability of the pelvic floor muscles to contribute to the control of bladders resulting into urinary continence. In addition, the emergency of the baby during the normal vaginal delivery stretches the muscles, nerves and fascia around the pelvic floor leading to tearing of the endopelvic fascia. The resulting pudental nerves trauma leads to the dysfunction of the pelvic floor muscles and weakening of the connective tissue. This causes women to experience symptoms of dysfunctional pelvic floor, including organ prolepses and urinary incontinent (Barlow, 1978). There is a high prevalence of urinary incontinence during the postpartum period ranging from 3-40 % of mothers (Thom and Rortveit, 2010). It is important to engage in an accurate assessment and evaluation of the incidence and prevalence of postpartum urinary incontinence in order to estimate its public health burden and determine the appropriate sample sizes required while designing and conducting clinical studies and investigations (Ege, Ak?n, Altuntu?, Benli and Arioez, 2008). The differences in estimates and prevalence of the condition may also aid nurses and medical practitioners to identify the women at significant risk of postpartum urinary incontinence (Mrkved and B, 1999). Although the clinical problem is clear, the challenge lies in designing the appropriate treatment intervention. Caregivers rarely engage in discussion on the prevention of urinary incontinence because at this stage, the only intervention is surgical procedures (Hvidman et al. 2003). There are several studies suggesting that exercises designed to strengthen the pelvic floor muscles are very important for treating stress urinary incontinence (B, Hagen, Kvarstein, Jrgensen, Larsen and Burgio, 1990; Park and Kang, 2014). The understanding of pelvic floor anatomy is critical in aiding mothers in pelvic floor exercises. Researchers recommend that mothers should be able to engage in at least 20 pelvic floor exercises (Hvidman, Foldspang, Mommsen and Nielsen, 2003). Majority of women suffering from stress urinary incontinence dont seek medical assistance. The women tend to experience and suffer from the indignity of urinary incontinence for many years, often accepting the condition as a normal part of life (Viktrup, 2002). According to Wilson, Herbison and Herbison (1996) pelvic floor exercises offers cost-effective, simple and easy to apply processes and approaches that midwives may use to address the problem. Kegel exercises are critical to addressing the challenge of stress urinary incontinence among postpartum mothers (Hay-Smith, Mrkved, Fairbrother and Herbison, 2008; Boyle, Hay-Smith, Cody and Mrkved, 2012). Unfortunately, most mothers lack the knowledge, understanding and application of Kegel exercises, the low uptake and utilization of the method in addressing stress urinary incontinence (Hvidman, Foldspang, Mommsen and Nielsen, 2003). Kegel exercises are effective in reducing urinary incontinence among mothers following childbirth (Burgio, Robinson and Engel, 1986). In a prospective randomized controlled trial involving 676 women (Control, n=328; intervention, n=348), Chiarelli and Cockburn (2002) investigated interventions for promoting urinary continence in New South Wales for women to prevent urinary incontinence after giving birth to their children. The findings from the study indicated that the intervention group had an incontinence prevalence rate of 31% while the control group had 38.4%. During follow-up, the intervention group only had 10.1 % prevalence rate while the control group had 17%. The findings from this study suggests the use of interventions that promote urinary continence can significantly reduce the problem and prevalence of incontinence in women following birth, especially regarding its severity and particularly promoting the performance of pelvic floor exercises. In another retrospective matched control trial, Mrkved and B (2000) Management investigated the effects of a postpartum pelvic floor muscle training on the treatment and prevention of urinary incontinence among 81 matched pairs of mothers (n=162). 76 pairs had virginal deliveries while 5 had elective caesarian section. The measurement of the strength of pelvic floor muscle before intervention was conducted at one year after delivery and post interventions measurement undertaken on the 8 week following training intervention. Structured interviews and standardized pad tests were used to register the continence status of the participants. The results indicated that at the one year follow up, there were a significantly large number of women in the control group than intervention group that reported stress urinary incontinence or urinary leakage during pad tests (P0.01). During the period between 16th week and 1 year postpartum, there was a significant increase in muscle strength in the i ntervention group compared to the control group. The findings from this study suggest that pelvic floor muscle training during the postpartum period is an effective intervention for treating and preventing stress urinary incontinence. Similarly, Gorbea, Velzquez and Kunhardt (2004) conducted a randomized control trial to determine contribution of pelvic floor exercises during pregnancy and puerperium on the prevalence of urinary incontinence. Measures were undertaken at 28 and 35 week of gestation and at 6 weeks following childbirth. A sample size of 72 mothers participated in the study (intervention, n=52.7% and control, n=47.2%). The study found that in the control group urinary stress incontinence was at 17.2%, 47% and 47%, respectively for the three periods, while in the intervention group, it was 0%, 0% and 15%, respectively. In addition, there was a statistically significant difference in the presence of urinary stress incontinence between the two groups across the three stages of measurement. The findings from this study led to the conclusion that pelvic floor exercises during and after pregnancy were effective in preventing urinary stress incontinence. Problem Statement Despite the existence of substantial evidence supporting the effectiveness of pelvic floor exercises in preventing and treating urinary stress incontinence, there is a general lack of knowledge on the experiences and perceptions of mothers on the effectiveness Kegel exercises in improving bladder control during the early postnatal period. From the literature review, no previous study has explored the experiences, feelings and perceptions of the mothers concerning the use and effectiveness of pelvic floor (Kegel) exercises in improving bladder control and reducing postnatal urinary stress incontinence. The aim of the current study is to evaluate the mothers perceptions and experience of kegel exercises and its effectiveness in improving bladder control and reducing urinary stress incontinence during the postnatal period. The main research question is: Does Kegel exercises improve bladder control in the early postnatal mothers? The proposed study will address the following research objectives: To determine the perceptions of mothers concerning the kegel exercises during postnatal period To evaluate the self reported effectiveness of kegel exercises on improving bladder control and reducing stress urinary incontinence among postnatal mothers This being a qualitative study, there will be no formulation and testing of a research hypothesis (Corbin and Strauss, 1990). Since the study seeks to examine the perceptions and experience of the mothers concerning the effectiveness of kegel exercises in improving bladder control during the postnatal period, it is very difficult to formulate a research hypothesis due to lack of prior knowledge. Therefore, this study will depend heavily on grounded theory in generating the hypothesis based on the trends gleaned from data collection, findings and responses gathered throughout the entire qualitative research process (Corbin and Strauss, 1990). The grounded theory approach enables the researcher to engage in a qualitative investigation without feeling the pressure to develop hypothesis and only establish the trends, hypothesis nor themes emerging from the data collected. Instead of measuring, the researcher will use questioning approach, and rely on theoretical coding to develop themes and categories that will inform the hypothesis or conclusions drawn from the study (Corbin and Strauss, 1990). Research Methodology A research methodology is the framework that governs the entire approach to an investigation. A research methodology guides the researcher in determining the sample size, the target population, the methods of collecting, documenting, preparing, analyzing and presenting the research findings. A good research methodology is that which allows the researcher flexibility, is cost effective, relevant and appropriate for attaining the intended purpose of the investigation. The researcher will employ a qualitative research design to attain the purpose of the investigation. A qualitative design allows the research to explore flexibility and use the questioning approach to gather subjective information, feelings and experiences of participants concerning the defined research problem or phenomenon under investigation (Marshall and Rossman, 2011). A qualitative design allows the researcher to use different methods and approaches to study and observe the subjects in their natural settings, hence collecting accurate and relevant information within the prevailing context or situation (Marshall and Rossman, 2011). Moreover, a qualitative design allows the researcher to generate relevant insights and meaningful experiences of the participants or subjects in their daily living routines. Another advantage of the qualitative design is that it allows room for collection of complete accounts and explanations for the behavior of participants or outcomes from participa tion in given nursing programs, treatment or interventions. Therefore, qualitative research is the most effective approach for gathering experiences, perceptions and attitudes of mothers concerning the use and effectiveness of kegel exercises in improving bladder control during the postnatal period. The researcher will design and use semi-structured interviews to attain the purpose of the proposed study. The use of semi-structured interviews will allow the researcher to explore the questioning and probing approach, thus gathering more subjective information and feelings surrounding the proposed research question (Bernard and Bernard, 2012). Moreover, semi-structured interviews that are self-administered enable the researcher to collect non-verbal cues that complement the verbal information gathered from the research subjects or participants (Galletta, 2013). Using the semi-structured interview method will give the researcher flexibility to uncover descriptive data, clarify information, identify relationships and linkages between the responses from the participants and the existing theoretical background and foundations (Galletta, 2013). Collection of experiences, descriptions, feelings and emotions will enable the researcher to adequately address the research question and unders tand the perception of the postnatal mothers regarding the effectiveness of kegel exercises in improving bladder control and reducing stress urinary incontinence. The setting of the study will be mothers attending treatment at a government and public hospital in Australia. The study population will be postnatal mothers attending the hospital who are admitted for urinary blood incontinence during the postnatal period. The inclusion criteria will comprise mothers admitted to the hospital with stress urinary incontinence following a normal vaginal delivery. Only mothers who are available and willing to participate in the treatment will be included in the study. The researcher will adopt purposive sampling to achieve the purpose of the study. Sampling techniques allows the research to identify and select actual subjects from the target population to take part in the research, including participation in the interventions and collecting of information concerning their experience or perceptions regarding the subject under investigation (Privitera, 2013). Since the researcher cannot conduct a survey, due to the amount of time required and the extensive data collected through qualitative research, sampling allows selection of a representative group whose experiences are then generalized and applied to the entire population (Privitera, 2013). For the purpose of this study, the researcher will use purposive sampling technique, which allows the researcher to define the objective of the researcher and identify people whose experiences, feelings and data collected allows for the attainment of the purpose of the study. Through the purposive sampling technique, the researcher already has understanding of the type of information and feedback that is being sought and the type of people that can provide the desired information (Tongco, 2007). The researcher then goes out to identify the people, question them and collect the information. Due to the flexibility, and ease of use the purposive sampling method is effective for collecting qualitative data from participants. Therefore, the researcher will use the purposive sampling technique to identify subjects or participants to attain the purpose of investigating the effectiveness of kegel exercises in improving bladder control in mothers during the postnatal period from their own exp eriences and subjective feelings. The sample size is very critical in attaining the purpose of a research. A small sample size is manageable, especially when conducting qualitative study. This is because it allows the researcher to collect adequate and manageable data to allow for easier processing, analysis and presentation. Nevertheless, a small sample size is disputable when it fails to collect adequate information resulting into conclusions that can be generalized to the entire population. A researcher needs to be very careful while determining and selecting the sample size to avoid introducing selection and representative bias in the study. A sample size of 30 mothers will be deemed adequate, relevant and manageable for attaining the purpose of the proposed study. Data Collection Secondary data will be collected through a review of previous data from books, journals and other relevant publications. The literature review will guide the development of context, background and understanding of the theoretical background governing the proposed study. Moreover, literature review will be critical in understanding the existing body of knowledge concerning the subject under investigation, delineating the proposed study from previous studies, setting the scope, determining existing gaps and limitations of previous studies and providing recommendations for future investigations. Primary data will be critical in attaining the purpose of the proposed study. Since this is a qualitative study, it will be important to collect primary data on the feelings and experiences of the mothers admitted with stress urinary incontinence and their perception of the bladder control exercises in preventing and treating the problem. Face-to-face interviews will be important in collecting primary data as this will ensure completeness of the semi-structured interviews and provide an opportunity for the researcher to probe, clarify information and conduct necessary checks to ensure accuracy and correctness of the information collected. Each participant will be interviewed alone in her own nursing room to allow for privacy and confidentiality since urinary stress incontinence is a very embarrassing problem for postnatal mothers. With the permission of the mothers, the researcher shall record the interviews and replay them to allow for summary, clarification and approval of the part icipants regarding its accuracy. After the interview process, the researcher will engage in transcription of the recorded interviews. The transcriptions will be given to an independent reviewer to check for accuracy and consistency. Three level coding approached proposed by Morse (1994) framework will be used to perform analysis of the collected data. The first step will involve identifying unique codes to represent specific information or meaning for every category. The second step will involve developing groups for the coded data to establish similar meanings, subthemes and categories from the collected information. The final step will involve establishing broad categories, trends and common themes emerging from the data and drawing relevant insights, interpretations and conclusions from the data. Two independent reviewers will go through the codes and compare it with the actual data collected from the participants to ensure accuracy, correctness and appropriateness of the coding process (Graneheim and Lundman, 20 04). Rigor, Reliability and validity The concept of rigor is very important while conducting qualitative investigations. In qualitative studies, rigor entails discovering or determining the trustworthiness of the research findings to address the research problem or question. Unlike quantitative studies that rely on the empirical test of reliability and validity, it is very difficult to establish rigor in qualitative investigations. Nevertheless, the researcher can establish rigor using a set of techniques and methods including determining the credibility, transferability, dependability and confirmability of the research findings. The researcher will ensure credibility of the data and information collected by tape recording the data, conducting members check and verifying the data with the participants. Transferability will be assessed by sharing the data and information with independent reviewers for constructive criticisms. Dependability will be assessed will be assessed by providing the information to a professional nurse implementing the kegel exercises program to determine correctness of coding and analysis process. Finally, confirmability will be assessed through using the actual words that the participants used to describe their experience and perceptions of kegel exercises in improving bladder control in postnatal mothers. Ethical considerations will be critical to the attainment of the proposed study. the researcher will seek permission and approval from the university ethics committee before commencing the study. Moreover, the researcher will seek permission and approval from the hospital Management and nurses prior to the commencement of the study. Finally, the researcher will provide informed consent to the participating mothers to inform them of the purpose of the study, and their right to terminate their involvement when they deem necessary. The researcher will ensure privacy of the participants by not sharing their personal experiences and using codes instead of their names. Sampling is likely to introduce selection bias in the study. This is particularly challenging when the researcher fails to select an appropriate and representative population. The choice of the qualitative research design is likely to limit the study because it is not possible to collect and analyze quantitative data and conduct reliability and validity tests. The small sample size may affect the quality, and accuracy of the research findings, which will influence the process of drawing insights and conclusions and ultimately limit the generalization of the findings to the entire population. Conclusion The proposed research will investigate the experiences and perceptions of mothers concerning the effectiveness of kegel exercises in improving bladder control during the postnatal period. this study is important because there are few qualitative studies exploring the subject. Moreover, many mothers are unaware of the possible effectiveness of kegel exercises in controlling urinary stress incontinence, which continues to affect many mothers after they have given birth. References Barlow, F.H., 1978. 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