Campbells Food Industry Competition

Campbells Food Industry Competition The rivalry among companies in the food processing industry is high and intense. These food processing companies are competing on price, quality, taste, health factors, product innovation, and product benefits (The Food Processing Industry 2006). Campbells major rivals are General Millis Progresso, Heinz and Kraft Foods. As a multinational food processing company, Campbells faces an extremely competitive market in internationally, nationally and locally due to the similarities between each soup producer and wider selection of products provided by other food processing company. (Ellison, Sarah 2003) On the other hand, various types of generic soup brands in the existing market which offer products in lower price have raised the competitive pressure. However, the Campbells high quality of soup products and the ability to keep low production costs weaken the rivalry of the generic soup brands. For instance, Campbells price their soup products only 20 to 25% higher than generic brands while maintaining a level high quality. Campbells would have to continue developing superior healthy food to distinguish itself from Progresso and smaller soup maker companies. 3.1.2 Threat of New Entrants The threat of entry depends on the presence of entry barriers and the presence of new entrants to a food processing industry typically bring to it new capacity and the want to gain market share. (Wheelen Hunger J.D 2007) Campbells major rival- Kraft foods and General Mills, create high entry barriers in food processing industry through their high levels of advertising and promotion. Besides, the intense competition in the food processing industry makes it hard to access in the market. Smaller food processing companies often have difficulty obtaining supermarket shelf space for their products as large retailers charge for space on their shelves and give priority to the established companies who can pay for the advertising needed to generate high customer demand. According to Ghemawat Collis (2001), the economy is a major factor as if the company wants to be a part in this food processing industry it must be able to face high costs for strong competition. Moreover, the slow market growth rate for the food processing industry causes acquisition between companies, resulted the barriers to entry are high with so many food processing companies and little to zero capacity remaining for any more companies. 3.1.3-The Threat of Substitutes Products The rivalry from firms of other industries which offer substitute products is intense as they are producing, supplying and serving the same food products that the food processing companies are. For example, Dunkin Donuts is in the foodservice industry and Campbell Soup Company is in the food processing industry, yet Dunkin Donuts serves soup and Campbell Soup sells soup. Consumers can still go to Dunkin Donuts and acquire the similar soups that Campbell sells. (Wall Street Journal 2003) 3.1.4- Bargaining power of buyers Consumers affect the food processing industry through their ability to force down prices, bargain for higher products quality and services, and play competitors against each other. The bargaining power of buyers is high as there are huge tendency of new entrance with new and variety of products. Besides, consumers prefer choosing products which offer lower prices. For example, Campbells soup products price is relatively 20 to 25% higher than generic brands in grocery stores, hence some consumers would choose generic brand products in the market rather than Campbells. Besides, the profitability obtained by the company is also determined by consumers. Food processing companies would be forced to lower prices if consumers think that the prices are too expensive as consumers tend to stop buying their products or switch to supplements. 3.1.5- Bargaining power of suppliers Suppliers can affect the food processing industry through their ability to raise prices or reduce the quality of purchased goods and services. In case quality products the suppliers face an important factor. Due to the inflation the overall price of materials has been significantly increased. Campbell has always purchased high quality ingredients produced from local farmers. In 2006, Campbell launched Campbells Supplier Diversity Program to grow its diverse supplier base and to ensure that the supplier base better reflects the markets served. In 2007 the Campbells goal to spend with diverse suppliers was $121 million, but the actual spend with diverse suppliers was $129 million. (Campbells CSR 2008) So for Campbells, there is a 3.2.0- Swot Analysis A swot analysis allows the Campbell Soup Company to determine the extent of the strategic fit between its capabilities and the needs of its external environment. According to Henry(2008), the company can seek to match its strengths and weaknesses to the opportunities and treats it faces in current competitive food processing industry. The Campbells products portfolio includes soups, sauces, biscuits and chocolates and has a strong research function with high capabilities in new products development. 3.2.1-Internal Analysis-Strengths Innovative Campbell has always applied the spirit of innovation in every aspect of its business. At Campbells manufacturing plants in Napoleon, Ohio, and Paris, Texas, an innovative method called overland flow is used to treat wastewater. In terms of products introduction, the company has been consistently quick to come up with new products in the market. For example, the first portable soup product, Soup at Hand, the new microwaveable products such as Chunky and Select. Besides, Campbell frequent updates the products appearance with more contemporary design and new photography. Its popular gravity fed shelving system have been installed at 24,000 retailers nationally and credited for rejuvenating the soup aisle, expanding the category and vastly improving the shopping experience. Campbell is innovative to gauge consumer satisfaction and expectation. (Campbells Corporate Social Responsibility Report 2008) 3.2.2-Weaknesses Declining Market Share The Campbells market share in soup drop from 60% in 2007 to 49% as of October 2009. This is due to more and more private labels continue to enter the market by providing quality products in lower price. Some consumers have switched to try private labels and resulted private labels have gained 11%of the market share. On the other hand, Campbell has also faced stiff competition from brands such as General Mills Progresso and Nestle. (Campbell Soup Co Form 10-Q Quartery Report 2010) 3.2.3-External Analysis-Opportunities Demand for Wellness Products In recent years, the trend towards being more health-conscious has arisen from two main consumer groups. The younger generations currently focus more on low calorie content and on the go meals. For the more mature age group, their diets require health-consciousness in terms of limiting their sodium intake due to increased risk of ailments. Campbells Soups core product categories, notably soup and bakery products, are widely perceived as healthy and are compatible with the further development of health-oriented products, such as the existing and expanding line of Select Harvest and Healthy Request soups. In conjunction with the product improvement, Campbell has announced to expand its industry-leading sodium reduction program and to reduce the sodium content in 23 of its condensed soups by up to 45 percent in fiscal 2011.(Campbell Growth Plans for U.S 2010) 3.2.4-Threats Intense Competition Campbells main profitable core soup category has been facing intense competition and also been losing market share to its strong competitors, particularly General Mills Progresso and private label brands produced by companies such as Wal-Mart. Moreover, Campbells other segments have not produced consistent profits. According to Wolpert (2002), shifting consumer habits and preferences indicate the need to constantly innovate their products and minimize costs, in order to retain loyal consumers and keep up with the fast-changing consumer environment Extensive Laws The company is governed by a multitude of local and international laws and regulations with regards to food safety and environmental standards. For instance, in accordance with the Federal Food, Drug and Cosmetic Act, Campbells food products must be inspected before they can be marketed. The company faces the risk of fines, injunctions, recalls or asset seizures, and criminal sanctions if it violates these laws and regulations. ( Campbells CSR 2008) 3.3.0- Benchmarking Campbell understands the importance of using benchmarking to evaluate performance. Hence, the company analyzed few top companies which mainly involved in food and beverage processing manufacturing company in a few aspects such as sustainability, supply chain, consumers, community and workplace. Moreover, Campbell have also highlighted the primary ways that companies are implementing their goals as well as select initiatives and key past achievements. In terms of community, Campbells have chosen to focus on nutritional and environmental programs by partnering with nonprofit organizations, universities and Think Tanks to conduct RD for new products. Besides, it also partnered with environmental experts to develop innovative solutions to protect the environment. For instance, Nestle has been launching malnutrition and obesity programs targeting children and adolescents of lower-income families while General Mills has been contributing 5% of pretax profits to charitable causes. The Campbells benchmarked the best practices by promoting nutritional and hunger elimination programs. Besides, Campbells also promote micronutrient products to attend lower income families and develop environmental initiatives. (Campbells Annual Report 2009) In terms of workplace related programs, Nestle, Coca Cola, Pepsi.co, General Mills, have done excellent job. For instance, Pepsi CO has been providing job opportunities for people with disabilities while General Mills, the company has reduced lost-time injury rate by 25% over five years. Hence, Campbell benchmarked and developed workplace programs by focusing four key areas: Ensuring diversity of the workforce thereby bringing a broad range of talents and perspectives to the business Helping employees achieve both personal and professional development Ensuring the health and safety of employees both at home and at work Ensuring that employees have a fair work environment Campbells strived for an injury-free workplace through a strong health and safety program supported by high employee engagement. They train their employees to conduct their activities in a safe and environmentally responsible manner. (Campbells CSR 2008) 4.0 Strategy Formulation For Campbells to achieve sustainable competitive advantage in food processing industry, strategy formulation which derived from the objective and mission is undertaken. Porter (1980) argues that competitive strategy is about developing a defendable position in an industry which enables a firm to deal with the five competitive forces and thus generate a superior return on investment for the film. 4.1 Business Level Strategy-Differentiation To achieve superior value that is recognized by the consumer, Campbells needs to provide unique and superior value to the customers in terms of its products quality and value added up services. It is appropriate to relate differentiation strategy to the Campbells Soup Company as the companys goal is very straight forward, which is Together we will build the worlds most extraordinary food company by nourishing peoples lives everywhere, every day. Campbell has always focused on providing superior, healthy and nutrition food by expanding their icon brands in simple meals (especially soup). The Campbells latest plans are to enhance more than 60 percent of its condensed line with product improvements, further sodium reduction, more contemporary packaging, improved shelving systems and new marketing aimed at the simple meals category. ( Campbell Growth Plan 2010) Nowadays there are increasing numbers of consumers who are very concerned with nutritional values of foods they eat. The Campbells Soup Company which is having superior research abilities has been taking advantage of this avenue and further develops this product line. According to Douglas R. Conant, Campbells President and CEO, Campbell is going to fire up the important condensed soup business and step up the competitive posture of their ready-to-serve products. (Campbells 2009 annual report) The improvements and innovations of Campbells has made over the past several years has made Campbell outwit most of its rivals in the condensed soup category. Low-sodium products are pivotal to Campbells long term success as the majority of Campbells consumer base isbaby boomers. The majority of baby boomers diets are comprised of low sodium. A recent study shown that high cholesterol, attributed to high levels of sodium intake, is the number one diagnosed health condition for the baby boomer generation.The condensed soups have one of the highest sodium contents of all processed foods in existing market. Therefore Campbells low-sodium products have differentiated themselves with many rivals. Besides sodium, Campbells also has to focus on other aspects such as MSG and low calories of its soups by hoping that these healthier offerings will help gain market share among younger, more health conscious consumers. (Campbell CSR Report 2008) Besides, Campbell understands that creating a quality product begins with quality ingredients. Campbell purchases most of the ingredients from domestic farmers in countries where they manufacture products and also obtain certain ingredients from carefully selected suppliers around the world. Any ingredient that does not meet the quality requirements will not be used in a Campbell product to ensure superior product quality. On the other hand, providing value-added services help Campbells to outwit its existing rivals. Campbell continually experiments with new programs to provide consumers with useful information on meal ideas, health and wellness, and other tips. For example, each day their Campbell Meal-mail program delivers nearly 500,000 recipes electronically to busy Americans who are hungry for convenient, great-tasting meal ideas that will please their families. Consumers can access the Campbells Kitchen website at any time to download recipe ideas that have been tested and approved by Campbells nutritionists. Consumers also have the opportunity to share their ideas and comments on recipes with one another on the Campbells Kitchen website. ( Campbellsoupcompany.com) It is suggested that the Campbell Soup Company to improve the flavour of its soup products to attract more demand. Besides, Campbell can try to create more contemporary design for its existing soup products instead of the familiar red and white colour design in order to stand out from various types of products in the market. 4.2 Corporate Level Strategy-Diversification The corporate level strategy of The Campbell Soup Company deals with three key issues: i) The firms overall orientation toward growth, stability, and retrenchment. ii) The market in which the company competes through its products and business units iii) The manner in which management coordinate activities and transfer resources and cultivates capabilities among product lines and business units The Campbells operates with four products divisions and has expanded its product to microwavable soups to make customers more convenient for preparing soup without container. (Campbells annual report 2009) Obviously, the Campbell Soup Company, which is a decentralized company, has been using a related diversification multiproduct strategy. Its strategy is to diversify its business to produce several products, and expanding its market share. Campbell used its engineering support and diversified production to support customers with convenient, good taste and quality food. To support its operating system, department such as Research Development (RD), product development, engineering systems, are required to produce high quality and stable operating system to avoid the unexpected shut down. Campbell has tried to use unrelated diversification strategy under the leadership of McGovern as Campbells CEO with the aim of rapidly expand product line to increase profits and revenue. Campbell has tried to acquire other firms to quickly gain access to new products and new markets. Instead of acquiring only food products, Campbell began to use the unrelated diversification strategy to acquire firms that it felt were positioned to capitalize on the consumers trend and also bought firms involved in all types of business. For example, the triangle Manufacturing Company, a fitness products maker, which is clearly unrelated to the firms core products. (Ireland, Hoskisson Michael 2006) A major reason for Campbells failure to generate financial economies while using the unrelated diversification strategy is that the firms approach to managing its core products divisions never changed. At the same time, corporate headquarters personnel didnt implement the strong financial controls necessary to efficiently manage an internal capital market. David Johnson who replaced McGovern decided that Campbell should not longer use the diversification strategy but to reduce the level of diversification by using related constrained strategy to create value through operational relatedness. Campbells related constrained diversification strategy involves transferring core competencies which lead to competitive advantage and start with value chain analysis to identify ability to transfer skills or expertise among similar value chains and on the hand, to exploit ability to transfer activities. Campbell should enhance more than 60 percent of its condensed line and be more committed to a ccelerate the performance of their existing portfolio, most notably in U.S. soup, and continuing to lay the foundation for superior long-term growth. (Campbell Growth Plan 2010) 4.2.1 External Acquisitions and Partnerships Through value-creating external development, Campbells is able to increase its market presence throughout its product lines. For instance, Campbells Baking and Snacking segment is positioned to grow due to the companys recent acquisition of Ecce Panis, a manufacturer of artisan breads. This acquisition allows Campbells to enter into the thriving artisan bread market. With the ever growing foreign population in America, it is suggested that Campbells should consider products that have more of the ethnic background of these immigrants. The brand could quite possibly extend the depth of the line with consideration to the vast number of different tastes in the society today. 5.0- Strategy Implementation A clear mission statement helps in providing focus to an organization and is essential for effectively establishing objective and formulating strategies. (Haberberg and Rieple 2001) In order for the Campbell to proceed into a future where competition is highly competitive, they need to define who and what they truly are, their concerns, their philosophies, and what gives them the competitive advantage over their competitors. This must be clear throughout all areas and divisions, at all levels in the company, in order for the implementation of the mission statement to be successful. The Campbells strategy implementation includes designing the organizations structure, allocating resources, developing information and decision process, and managing human resources, including such areas as the reward system, approaches to leadership, and staffing. According to Wheelen and Hunger (2007), the strategy implementation process includes the various management activities that are necessary to put strategy in motion, institute strategic controls that monitor progress, and ultimately achieve organizational goals. 5.1- Management Issue Restructuring In food processing industry one year is relatively indiscernible from the next from a macroeconomic point of view. Campbells corporate strategy and the companys management structure have undergone several restructuring since 1980. On April 28, 2008, the company announced a series of initiatives to improve operational efficiency and long-term profitability, including selling certain salty snack food brands and assets in Australia, closing certain production facilities in Australia and Canada, and streamlining the companys management structure. As a result of these initiatives, in 2008, the company recorded a restructuring charge of $175 millions. The charge consisted of a net loss on the sale of certain Australian salty snack food brands and assets, employee severance and benefit costs, including the estimated impact of curtailment and other pension charges, and property, plant and equipment impairment charges. The cost of restructuring activity is shown at Appendix 2 Workforce Diversification The Campbell strive to uphold their promise of Campbell Valuing People, People Valuing Campbell by providing employees with the resources required to do their jobs well; competitive compensation and benefits; the opportunity to learn; and grow through their work. At present, the Campbells Board of Directors consists of 14 independent members and one company executive, the CEO, Doug Conant. Board operations are managed by an independent, non-executive Chairman. The Board believes that diversity in the backgrounds and perspectives of their directors contributes to sound corporate governance. Currently, three of their directors are women, one director is from India and one director is African-American. The Campbells Board of Directors is shown at Appendix 3. The CEO believes that workforce diversity is essential to be a mainstay within the company overall strategic objectives. Hence, Campbells is committed to attract a diverse group of talented employees and providing all their associates with development opportunities and a culture in which they can flourish and provide their employees with career development and quality-of life enhancements that make Campbell a special place to work. The directors receive annual fees equal to the median directors compensation paid by peer food and consumer products companies. Approximately 50 percent of each directors fee is paid in cash and 50 percent is paid in common stock. Director stock ownership requirements have existed at Campbell since 1993. Currently, the directors beneficially own more than 44 percent of the companys common stock. (Carlin, M Harris R 2008) Though the Campbells has successfully implemented workforce diversification strategy, it is recommended that the company offers stock options to their rank-and-file employees too. By offering employee stock options, workers are given the chance to buy shares in their company at a specified price. The grant or strike price, should be pegged to the value of the stock when it is offered to employees. Employees have the option of buying the stock at a set price then selling it after a period of time. Employee Engagement The Campbell believes that employees will feel most valued when they are fully informed, understand the companys business goals and plans and are invited to offer their feedback on a regular basis. In 2007 and 2008, Campbell was recognized by Gallup as one of the Best Places to Work in America. The company believes that its work environment has contributed to their relatively stable retention rate and their improved marketplace performance. (www.euroinvestor.co.uk) Campbell conducts annual employee survey to develop work group action plans, empower individual employees to improve the workplace and to strengthen the companys business practices. 5.2 Marketing Issues The Campbells understands that successful marketing implementation is affected by marketing variables. 5.2.1 Market Segment The companys 2009 financial reports segment their business into four key categories: US Soup, Sauces and Beverages, Baking and Snacking, International Soup, Sauces and Beverages, and North American Foodservice. With sales approximating $3.8 million, US Soup, Sauces and Beverages accounted for approximately half of the sales in FY 2009 and drove the bulk of profits for the company. Core brands like Campbells, V8, Swanson and Prego delivered a combined 4% growth through a combination of innovation, consumer trade downs, and improved distribution channels.( Appendix 2) 5.2.2 Marketing Strategies Product The Campbells positioning is providing healthy and nourishing products within the product line. * The product line width come in many different options. This being said, the depth of the product line is in fact the largest. Each product comes in a multitude of different sizes and flavours. The brand offers adequate products for the consumers. * In addition to the size and flavours, the packaging is well organized for that of single or multiple item purchasing. * The packaging also achieves an accurate perception in the consumers mind. They use well known athletes to convey the message of health to the consumer. Price * The pricing of the products within the brand name are consistent with that of the positioning. They provide the perception that to eat healthy the consumer should not have to pay more. * The Campbells brand is typically priced at twenty cents above that of their major competitors. This is the act of swaying the consumers mind to the perception that Campbells is of a higher quality than the competitors. * While operating in an elastic market, Campbells employs special event promotional pricing strategies in order to remain competitive. * The company also offers discounted pricing on certain seasonal items and during holidays. In addition to these promotional strategies, they employ the odd even strategies to convey the message that their brand is that of higher quality. Distribution * Campbells brand is distributed intensively throughout all geographic locations within the United States and many foreign countries. * In the distribution process, Campbells deals with wholesalers and retailers thus creating the supply channel. This is a very profitable concept as long as the lines of communication remain opened. Catalog marketing is also another form of distribution that is employed. This is easily achieved due the fact that the shelf life of the products is long. * The products are very easily purchased at any marketplace at any given region of the US. Promotion * In using the most recent athletic figures in their advertisements, they are successful in maintaining their position of health. * In the use of the retailers to help marketing, they are employing the cooperative advertising technique. This helps to advertise their products from numerous different angles. The effectiveness of themarketingstrategiesemployed by Campbells has made them recognized as the premium brand within their product lines. In comparison to the competition, Campbells focuses a great deal on interacting with the public with such efforts as sweepstakes and giveaways and also education. Their public relation efforts have ranked them as one of the most society conscious brands in the business. 6.0 Conclusion A strategic analysis is most applicable to strategic management at the business unit level of large multinational firm such as Campbell Soup Company. At the strategic analysis stage, internal and external environmental scanning by using Porters 5 forces model and Swot analysis are conducted. Besides, benchmarking is used to evaluate performances. Strategy formulation which derived from the Campbells objective and mission is undertaken to outline the business level and corporate level strategies. Strategy at business level deals with which market the company chooses to compete while strategy at the corporate level is more concerned with managing the portfolio of business. The final strategy implementation stage includes the management issues, staffing and marketing variables which can influence the profit margin of the company. List of References 1. Campbell Soup Company, About Us, online, retrieved 2 March 2010, http://www.campbellsoupcompany.com/about_us.asp 2. Henry, A 2008, Understanding Strategic Management, Oxford University Press, New York United States 3. Porter, M. E. (1996) What is Strategy,Harvard Business Review, 74 (6):61-78 4. Food Processing Industry,2006, retrieved 6 March 2010, http://www.miti.gov.my/cms/documentstorage/com.tms.cms.document.Document_7674150a-c0a81573-2d952d95-c9439446/Chap%2019.pdf 5. Wheelen T.L, Hunger J.D, Concepts in Strategic Management and Business Policy, 2007, tenth edition, Pearson Prentice Hall, United States of America 6. Ghemawat, P., Collis, D., Pisano, G. and Rivkin, J. (2001) Strategy and the Business Landscape: Core Concepts, Upper Saddle River: Pearson Education. 7. Campbells Corporate Social Responsibility Report 2008, retrieved 6 March 2010, http://www.campbellsoupcompany.com/csr/documents/Campbells_CSR08.pdf 8.Campbell Outlines Growth Plans for U.S. Condensed Soup Business, retrieved 5 March 2010 http://investor.shareholder.com/campbell/ReleaseDetail.cfm?releaseid=445289 9. Carlin, M Harris R 2008, Mm! Mm! Good! for the Long-Term, The Story of Campbell Soup Companys Long-Term Compensation Strategy, New Jersey 10. Haberberg, A. and Rieple, A. (2001) The Strategic Management of Organizations, Essex: Pearson Education Limited. 11. Wolpert, J. (2002) Breaking out of the innovation box, Harvard Business Review, pp.77-83. 12. R. Duanne Ireland, Robert E.Hoskisson, Michael A.Hitt, Understanding business strategy : Concept and Cases, 2006, Published by Thomson Learning, pg150(corporate level strategy) 13. Campbell Soup Company Annual Report 2009, United States of America 14. Campbell Soup Co Form 10-Q Quartery Report, 2010, New Jersey 15. Campbell Soup Company Receives the Gallup Great Workplace Award 2010, retrieved 8 March 2010, http://www.euroinvestor.co.uk/news/story.aspx?id=10937984 16. Porter, M. E. (1980) How Competitive Forces Shape Strategy,Harvard Business Review, 57 (2):137-145. 17. Campbell lowers outlook, plans soup changes, retrieved 5 March 2010, http://www.msnbc.msn.com/id/35445380/ns/business-consumer_news/Will cut sodium and change the design and packaging of some brands 18. Ellison, Sarah, Campbel

Balanced Diet for an Adult Essay

Food is an integral part of human life providing energy for cellular activities to keep us healthy. According to World Health Organization (2013), healthy nutrition is ingesting an adequate and well balanced diet in relation to the body’s dietary needs and when combined with regular physical activities is the cornerstone to good health. A diet containing the right portions of all the five food groups of the Eatwell Plate (figure1 and appendix1 for recommended servings) known as a balanced diet will provide the organic macronutrients including proteins, carbohydrates and lipids and the micronutrients, vitamins and minerals to sustain life. Only ingested carbohydrates, proteins and lipids will count towards total caloric intake and will be digested into monomers like glucose for absorption and assimilation. National Health Service (2012) recommends daily caloric intake of 2500Kcal and 2000Kcal which will be derived from the proteins, lipids and carbohydrate sources in a diet for average adult males and females respectively. Age, sex, health condition and physical activities influence dietary needs. This essay will discuss a balanced diet for an adult including the structure, sources, functions, recommended daily allowance (RDAs), deficiency and excessive effects of the macronutrients. Also the micronutrients and water which are not considered as nutrients will be discussed. THE FOOD PYRAMID [pic]Figure1 (NHS 2011) Carbohydrates contain carbon, hydrogen and oxygen. British Nutrition Foundation (2013), recommends that 47.7% (203g) and 48.5% (275g) of daily energy should come from carbohydrates for females and males respectively with 29g being roughages. Carbohydrates exist naturally or refined as monosaccharides that are reducing sugars. Monosaccharides build the complex carbohydrates, disaccharides and polysaccharides through dehydration synthesis. Monosaccharides have general formula (CH2O)n where ‘n’ determines whether pentose(5Carbons) or hexose (6Carbons). Glucose found in maple syrup, fructose in corn syrup and galactose in honey are hexose-isomers; having the same formula, C6H12O6 but different structures. The disaccharides with the general formula C12H22O11 are sucrose made from fructose and glucose, maltose from two glucose molecules and lactose from galactose and glucose. Sucrose is derived from beet sugar, lactose from milk and maltose from vinegar. The polysaccharides with general formula (C6H10O5)n where 40≠¤n≠¤3000, exist as starch or non-starch polysaccharides (NSPs) which can be soluble or insoluble. Starch consists of glucose molecules joined by glycosidic bonds. The NSPs include oligosaccharide (raffinose) and cellulose (dietary fibre). Potatoes, yams and cassava are rich in starch and are very digestible. Whole grain cereals, legumes (appendix2), fruits and storage vegetables like asparagus and cabbage are rich in the NSPs. Raffinose is an indigestible trisaccharide of fructose,glucose and galactose with formula C18H32O16. Animal sources of carbohydrates are liver and scallops. Carbohydrates provide sweetness and are the primary source of energy especially for brain and blood cells. Cellular respiration converts glucose monomers into ATP. Fats cannot be oxidised without glucose. Most NSPs are partially digestible or indigestible due to lack of ÃŽ ±-galactosidae (enzyme) in GI Tract. They reduce glycaemia index and plasma cholesterol levels, increase bile acid excretion, promote normal laxation and prevent breast cancer, gallstones, haemorrhoids, and irritable bowel syndrome (Kumar et all 2012). Furthermore, Kumar (2012) concluded that excessive carbohydrates will cause dental decay, kidney damage, stroke, diabetes due to obesity and short term conditions like hyperglycaemia. Carbohydrate deficiency will cause constipation, fatigue, weak immunity, muscle cramps and ketosis; this is very rare as 50g/day of carbohydrate is needed to prevent ketosis. THE DEHYDRATION SYNTHESIS TO FORM MALTOSE [pic]Figure2 EQUATION: (C6H12O6 + C6H12O6 = C12H22O11 + H2O) (Marshall University 2012) Proteins or polypeptides consist of three to 100000 or more long chains of the organic molecules called amino acids joined together by covalent peptide bonds. A protein of two amino acids is called a dipeptide. There are 20 common forms of amino acids either termed non-essential (synthesised by the liver) and essential that needs to be ingested. Proteins consist of a central carbon atom, a hydrogen atom, amino group (-NH2), Carboxylic group (-COOH) and the variable R group (figure3). The term amino acid is derived from the amino and carboxylic groups that all amino acids have in common. According Kuil (2012), principal sources of proteins are lean meat, seafood, poultry, eggs, cereals, legumes (refer to appendix3), cereals and processed food like low-fat milk. Proteins form about 45% of human body and perform the following seven essential functions: structural (hair, ligaments), contractile (muscles), transport (haemoglobin), metabolic regulation (enzymes), buffering, defence (antibodies) and coordination and control (hormones) (Martini 2006). Haemoglobin transports oxygen and a lack of protein (haemoglobin) can deny vital organs the needed oxygen for metabolism. Protein deficiency can also cause fatigue, anaemia, weak immunity, skin problems, impairment of cognition and mental health problems. Whereas excessive proteins can cause obesity, osteoporosis and kidney stones (Georgetown University 2012). About 15% of an adults’ caloric intake should come from protein equivalent to 56g and 46g for male and female respectively (Centre for Diseases Control and Prevention, 2012). DEHYDRATION OF AMINO ACIDS TO FORM DIPEPTIDE PROTEINS [pic]Figure3 (Marshall University 2012) Lipids are made up of an even number of carbon from 12 to 20, oxygen, hydrogen and sometimes traces of phosphorus, sulphur or nitrogen. Lipids are grouped into 4: steroids, phospholipids, waxes and glycerides. Most of the 70 identified lipids are synthesised by the body whereas linoleic (omega6) and alpha-linolenic (omega3) acids are two essential lipids to be ingested. They are mostly insoluble due to the long chain of hydrophobic carbon-carbon end bonded to a short hydrophilic carboxyl group. The double covalent bond, (C=C) determines whether saturated (no C=C) or monounsaturated (1 C=C) or polyunsaturated (2 or more C=C). Glycerides are made up of glycerol bonded to 1 or more fatty acids by dehydration synthesis, triglyceride with 3 fatty acids is the predominant of the lipids (refer figure4). Unsaturated sources of lipids are olive oil, peanut, salmon, halibut and avocados. Saturated sources are butter, sausage and hydrogenated oil. According to British Dietetic Association (2013), adults should consume not more than 20-30g of saturated-fat with 5g or less being trans-fat since saturated lipids are high in cholesterol. The structural lipids form cell membranes. Also fat cushions and protects organs including liver, heart, and kidney, energy source; twice as much as carbohydrates and proteins, thermoregulation (insulation), sex hormones, transport vitamins and monounsaturated fat can decrease cholesterol levels (USA Department of Agriculture, 2010). Excessive consumption of lipids will lead to obesity which is characterised by high BMI as shown in appendix 2, cardiovascular diseases, hypertension, colorectal cancer and diabetes, whereas deficiency will result in the body lacking the vital vitamins A,D,E and K (Schenker, 2012). DEHYDRATION SYNTHESIS TO FORM TRIGLYCERIDE [pic]Figure4 (Marshall University 2012) The micronutrients, vitamins and minerals are needed in minute quantities. Minerals can be classified as major or trace of which a few are essential including sodium, potassium, magnesium, zinc, iron, calcium, iodine, etc. (refer to appendix4 for RDAs). According to Higdon and Drake (2011), sources of minerals are plants that derive them from the soil and move on the food chain to the herbivores like cattle that eat them. Spinach, legumes, whole grains, dairy products, red meat, soybeans, salmon, cod, iodised table salt (iodine, sodium, chlorine) and eggs are excellent sources of minerals. According to Whitley and Rolfes (2011), minerals perform the following functions: the electrolytes, sodium, potassium and chlorine transmit nerve impulses, control fluid balance (providing optimum pH for enzyme activities), control blood pressure and relax and contract muscles. Zinc, copper and selenium are antioxidants; they reduce the risk of heart diseases. Iron forms haemoglobin. Sodium and potassium coregulate ATP production. Calcium and phosphorus control blood clotting and together with magnesium build bones, teeth, maintain muscle and nerve cells. Iodine is needed for the production of thyroxin; deficiency will cause goitre. Since some minerals are coenzymes, deficiency will cause malfunctioning cellular activities (digestion, metabolism). Iron deficiency causes anaemia whereas calcium, phosphorus and magnesium (hypocalcaemia) deficiency will cause osteoporosis. Calcium, magnesium and the electrolytes deficiencies will cause weakness, muscle cramps and impaired alertness. Zinc deficiency causes diarrhoea, skin and prostate cancers. Their intake should be balanced with use and excretion as excess may cause Hyperkalaemia (potassium), kidney-stones (calcium) and hypernatremia (sodium). Vitamins are grouped into water soluble (WSV) including C and B complex vitamins; they cannot be stored and therefore, it is imperative to be part of a balanced diet, and fat soluble (FS) including vitamins K,E,D, and A; they can be stored (refer appendix 5 for RDA). Green leafy vegetables (lettuce), oranges, kiwi fruit, avocados, whole grains and cereals, banana, dairy products, liver, poultry, pork, oily fish, eggs, soybeans, chickpeas and nuts are excellent sources of the vitamins (Firth 2011). Vitamin K can be synthesised in the intestine which helps the blood clot whereas Vitamin D can be synthesised by the body using sunlight to help the absorption of calcium and phosphorus (Cranney et al (2010). Vitamins A and C build immunity. Vitamins B1,B2,B3, and biotin help release energy. Vitamin A, niacin and pantothenic acid aid the absorption and use of macronutrients monomers. Vitamin C makes collagen and enhances folate absorption. Vitamin deficiency generally causes weak immunity and osteoporosis (Vitamin D), scurvy (Vitamin C), beriberi (B1), anaemia (B12 and folate) and night blindness (Vitamin A). Excessive amounts of vitamins E and K are usually not harmful but excess A,D and the WSV which can be excreted cause kidney problems and hypercalcaemia (excess D). Excessive vitamin C causes diarrhoea (NHS 2012). In conclusion, spending excessively on supplements and creams as well as engaging in dangerous diets like the Atkins Diet are not necessary. The secret to healthy living is carefully selecting the right proportions of food from the Eatwell plate, drinking enough water in combination with regular exercises. Figure 5 and appendix 6 show functions of water. Consider the positives and negatives when selecting food products such as red meat; rich in protein but high in cholesterol whereas fatty fish enhances calcium absorption. Soybean, liver, green leafy vegetables, whole grains and legumes will provide almost all the nutrients; combine them in your diet in right proportions for optimal hormonal, metabolic, mental and physical functions of the body. It is important to consult a doctor before starting any diet as nutritional needs are affected by health and some medications affect absorption of nutrients. FUNCTIONS OF WATER IN THE BODY [pic]Figure 5 Mayo Foundation for Medical Education and Research, 2013 LIST OF APPENDIXES APPENDIX 1 |FOOD GROUP |SERVINGS PER DAY | |Carbohydrates including bread, pasta, rice, potatoes and other starchy foods |6-10 servings | |Fruits and vegetables |3-5 servings | |Meat, fish, eggs, beans and nuts |2-3 servings | |Milk and dairy foods |2-3 servings | |Food and drinks high in fat and/or in sugar |Use sparingly | University of Michigan Integrative Medicine, 2010 APPENDIX 2: OBESITY AND BODY MASS INDEX (BMI) |BMI |LEVEL OF OBESITY | |Below 18.5 |Underweight | |From 18.5-24.9 |Healthy Range | |From 25-30 |Pre Obese | |Above 30 |Obese | NHS, 2012 APPENDIX 3: FOOD GROUPS AND EXAMPLES |FOOD GROUP |EXAMPLES | |Legumes |Beans, Lentils, Peas, Chickpeas, French beans, Kidney , soybeans, Coco beans etc. | |Whole grains |Barley, Corn, Millet, Oats, Rice, Milo, Wheat | |Green leafy vegetables |Spinach, Broccoli, Lettuce, Cabbage, Mustard green, Kale examples | APPENDIX 4: MINERALS AND THEIR RDA |SYMBLE |SOURCES |RDA | |Na (Sodium) |Table Salt, Sea vegetables, spinach, milk |6g | |Ca (Calcium) |Salmon, Sardine, eggs, dairy products, nuts, oregano |700mg | |K (Potassium) |Spinach, legumes, tomatoes, banana, avocado, whole grains and |3500mg | | |yams | | |P (Phosphate) |Fish, poultry, oats, rice, red meat, |700mg | |Fe (Iron) |Eggs, spinach, shrimps, soybeans, lentils, tomatoes, olives, |M=8.7mg / F=4.8mg | | |tomatoes | | |Mg (Magnesium) |Spinach, soybean, sea vegetables, tomatoes, beans, brazil nuts|M=300mg / F=270mg | |I (Iodine) |Eggs, milk, fish, shellfish, yoghurt, strawberries, iodised |0.14mg | | |salt | | |Se (Selenium) |Cod, salmon, garlic, lamb, cheese, calf liver, barley, brazil |75mcg | | |nuts | | |Zn (Zinc) |Calf liver, spinach, eggs, oats, oyster, lean pork and beef, |M=5.5-9.5mg / F=4-7mg | | |asparagus | | USA Department of Agriculture / Department of Health, 2010 APPENDIX 5: VITAMINS AND THEIR RDA’S |VITAMIN |SOURCES |RDA | |Retinol (A) |Liver, fish oil, carotenoids, milk fortified |M=0.7mg / F=0.6mg | |Ascorbic acid (C) |Citrus (oranges), kiwi fruit, broccoli |40mg | |Thiamin (B1) |Liver, pork, whole grains and products |M=1mg / F=0.8mg | |Riboflavin (B2) |Liver, eggs, milk, rice, mushrooms |M=1.3mg / F=1.1mg | |Niacin (B3) |Poultry, fish, beef, peanut butter, legumes |M=17mg / F=13mg | |Pyridoxine (B6) |Liver, pork, legumes, fish, whole grains |M=1.4mg / F=1.2mg | |Cobalamin (B12) |Beef, poultry, cod, salmon, cheese, eggs |0.0015mg | |Vitamin E |Vegetable oil, green vegetables, nuts |12mg | |Folate |Broccoli, peas, asparagus, brown rice |0.2mg | |Pantothenic acid |Milk, fruits, veggies, meat, fish, grains |10mg | |Biotin |Cottage cheese, liver, eggs, peanut, grain |300mcg | |Vitamin K |Green vegetables, fruits, nuts |75mg | |Note that Vitamin K can be synthesised in the intestine whereas Vitamin D can be derived salmon, fortified cereals and juices, milk and | |sunlight (No RD A but 15minutes in the sun thrice a week is enough) | USA Department of Agriculture / Department of Health, 2010 APPENDIX 6: RECOMMENDED DAILY ALLOWANCE FOR WATER |SEX |RDA FOR WATER | |MALE |3.7L with no upper limit increase with exercise to rehydrate | |FEMALE |2.7L with no upper limit increase with exercise to rehydrate and increase intake when | | |breast feeding. | INSTITUTE OF MEDICENE 2004 REFERENCE LIST ONLINE âž ¢ British Dietetic Association (2013) Food fact sheet: cholesterol [Online] Available from: http://www.bda.uk.com/foodfacts/cholesterol.pdf [Accessed on 20/02/2013]. âž ¢ British Nutrition Foundation (2013) Confusion on fat and heart health [Online]. Available from: http://www.nutrition.org.uk/nutritioninthenews/headlines/fats [Accessed on 20/02/2013]. âž ¢ Centre for Diseases Control and Prevention (2012) Nutrition for everyone: Protein [Online] Available from: http://www.cdc.gov/nutrition/everyone/basics/protein.html [Accessed on 19/12/2013]. âž ¢ Cranney et al, (2007) Effectiveness and safety of vitamin D in relation to bone health [Online] Available from: http://www.ncbi.nlm.nih.gov/pubmed/18088161?dopt=Abstract [Accessed on 20/02/2013]. âž ¢ Institute of Medicine, Food and Nutrition Board. (2004) Dietary reference intakes: Water, Potassium, Sodium, Chloride and Sulphate. Washington DC: Institute of Medicine. [Online]. Available from: www.iom.edu/Reports/2004/Dietary-Reference-Intakes-Water-Potassium- [Accessed on 20/02/2013]. âž ¢ Institute of Medicine, Food and Nutrition Board (2010) Dietary reference intakes for Calcium and Vitamin D. Washington DC: Institute of Medicine. [Online]. Available from: http://www.iom.edu/~/media/Files/Report%20Fil.pdf [Accessed on 20/02/2013]. âž ¢ Marshall University (2012) [Online] Available from: http://science.marshall.edu/murraye/alpha_amylase.htm [Accessed on 18/02/2013]. âž ¢ Mayo Foundation for Medical Education and Research [no date] Nutrition and healthy eating: functions of water in the body. [Online] Available from: http://www.mayoclinic.com/health/medical/IM00594 [Accessed on 19/02/2013]. âž ¢ National Health Service (2011) [Online] Available from: http://www.nhs.uk/Livewell/Goodfood/Pages/eatwell-plate.aspx [Accessed on 17/02/2013]. âž ¢ National Health Service (2011) [Online] Available from: http://www.nhs.uk/chq/Pages/3215.aspx?CategoryID=51 [Accessed on 17/02/2013]. âž ¢ National Health Service (2012) [Online] Available from: http://www.nhs.uk/chq/Pages/1126.aspx?CategoryID=51&SubCategoryID=164 [Accessed on 17/02/2013]. âž ¢ United States of America. Department of Agriculture/Department of Health and Human Services (2010), Dietary guidelines for Americans, Washington DC: US Government Printing Office. [Online] Available from: http://www.health.gov/dietaryguidelines/dga2010/DietaryGuidelines2010.pdf [Accessed: 19/02/2013]. âž ¢ University of Michigan Integrative Medicine (2010) Healing foods pyramid [Online] Available from: http://www.med.umich.edu/umim/food-pyramid/fats.htm [Accessed on 20/02/2013]. âž ¢ World Health Organisation (2013) [Online] Available from: http://www.who.int/topics/nutrition/en/ [Accessed: 17/02/2013]. ONLINE JOURNALS âž ¢ Kumar et all (2012) Dietary roles of non-starch polysaccharides in human nutrition: a review. Critical Reviews in Food Science and Nutrition, Volume 52(10). [Online] Available from: http://www.tandfonline.com/doi/abs/10.1080/10408398.2010.512671?url_ver=Z39.88-2003&rfr_id=ori:rid:crossref.org&rfr_dat=cr_pub%3dpubmed. [Accessed on 23/02/2013]. âž ¢ Schenker S. (2012). UK recommendations for dietary fat: should they be reassessed in light of the recent FAO/WHO recommendations? Nutrition Bulletin, 37(1), pp. 37-46. [Online] Available from: http://onlinelibrary.wiley.com/doi/10.1111/j.1467-3010.2011.01946.x/full [Accessed on 20/02/2013]. BOOKS âž ¢ Firth L. (2011) Nutrition and diet. Issues 205, Cambridge: Independence Educational Press. âž ¢ Higdon, J. and Drake, V. J. (2011) An evidenced-based approach to vitamins and minerals: health benefits and intake recommendation. 2nd Edition. New York: Thieme. âž ¢ Kuil W. A D. (2012) Sources of dietary protein and risk of hypertension in a general Dutch population, British Journal of Nutrition, 108 (10), pp. 1897-1903. âž ¢ Martini F. H. (2006) Fundamentals of anatomy and physiology. 7th Edition. San Francisco: Pearson Education. pp. 39-58. âž ¢ Whitney, E. and Rolfes S. R. (2011) Understanding nutrition. 12th Edition. Belmont: Wadsworth. BIBLIOGRAPHY ONLINE âž ¢ British Dietetic Association (2013) Food fact sheet: sugar [Online] Available from: http://www.bda.uk.com/foodfacts/Sugar.pdf [Accessed on 20/02/02013] âž ¢ Georgetown University (2012) Proteins: what does it do? [Online] Available from: http://www.georgetown.edu/admin/auxiliarysrv/dining/nutrition/protein.html [Accessed on 20/02/2013]. âž ¢ Stoner, L et al (2012) Preventing a Cardiovascular Disease Epidemic among Indigenous Populations through Lifestyle Changes. [Online] Available from http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3354392/ [Accessed on 20/02/2013]. BOOKS âž ¢ Blomhoff R, et al. Health benefits of nuts: potential role of antioxidants. British Journal of Nutrition. 2006; 96. âž ¢ New Zealand. Ministry of Health (2003), Food and nutrition guideline for healthy adults: a background paper, Wellington: Ministry of Health. âž ¢ Rolfes, S. R. et al (2009) Understanding normal and clinical nutrition. 8th Edition. Belmont: Wadsworth. ONLINE VIDEOS âž ¢ Dairy: essential nutrition or health saboteur? – Keon, J. (2011) [Online video]. Available from: http://www.youtube.com/watch?v=cp9MwjW5QX0 [Accessed on 20/02/2013]. âž ¢ Good nutrition made easy: how to grow a healthy adult – Davidson, L. (2012) [Online video]. Available from: http://www.youtube.com/watch?v=6qAeAzreESg [Accessed on 20/02/2013].

Top Advice on Law School Admission Essay Topics

Top Advice on Law School Admission Essay Topics The subsequent 12 may also be useful. You opt for any four which you think is simpler for you. Getting somebody else to read your drafts are able to help you determine when you've gone too far. Click the ORDER NOW button and complete the form. The Lost Secret of Law School Admission Essay Topics Any information which is specific to your condition also needs to be included. Read the directions carefully. Use the purchase calculator below and begin! Whatever They Told You About Law School Admission Essay Topics Is Dead Wrong...And Here's Why Don't be scared to be yourself, because your self-confidence is going to be among the secrets to success. Your primary aim is to enter a college. Evaluate your credentials and your odds of getting into the program before you opt to have a risk. The starting mainly addresses the choice of this issue and the way it has made an impact on you. Law School Admission Essay Topics Ideas You might need to make an impression of expertise in the area by using specialized or technical language. The fundamental idea of the middle section is to offer valid and sensible knowledge so as to sway the reader and be sympathetic to your cause, based on the place you stand on this issue. Every one of the problems you'll be solving requires using your calculator to address a financial equation. Launch a bit over large arsenals dockyards of the subsequent four years at the application recommendations to refer back to compose a manner. The assignment ought to be submitted to Turnitin. After you have identified a subject that demonstrates your special attributes, it is vital to acquire your story down on paper or on screen and commence editing. Thus, it's a really important task that must not fail! One of the fundamental tasks of the application essay is to follow along with the directions. You must present your ANALYSIS, but not only the information. Really Amazing rates NO PRESCRIPTION REQUIRED! When you think that it is totally finished, you're prepared to proofread and format the essay. Writing quality essays is the principal purpose of our services. In fact, the majority of application essays don't have one. This internet essay writing guide provides general assistance as it pertains law school admissions essay advice to internet essay writing. Law School Admission Essay Topics - Dead or Alive? Your stories aren't debatable. In addition, it is a frequent cliche. Watch your humor ensure that everything you write is appropriate! The principal thing about humor is that it needs to be natural, so should you catch yourself trying to compose another joke, it usually means that you're really close to failing. I fell in love for the very first time once I was four. I was truly shocked while the bus driver did nothing to prevent the vulgarity. If this is the case, it might be the sole reason to write about your journey. For instance, if you remember a visit to Disneyland. Top Law School Admission Essay Topics Choices College hopefuls face a succession of tests on the course toward higher education. Somebody might think that the reason is too little creativity, but it's certainly wrong, because most students understand how to use their creativity. Essay on why smoking shouldn't be banned. Therefore, many students and employees decide to purchase inexpensive essay rather than writing it themselves. Some schools have a lot of specific topics from which you're expected to choose and write about. By way of example, applicants attempt to write regarding their pets or sports achievements, that is the ideal approach to send your essay right into a trash can. People started to stare at me. Colleges are not searching for perfect folks.

Being A Single Parent Or Not - 1456 Words

What do you think of when you hear the word family? Webster dictionary defines a family as a group of people who are related to each other, a group traditionally consisting of two parents rearing their children, a spouse and children. This definition is now challenged, as the years have gone on the way we think and picture a family has changed. It is no longer a married stay at home mom and bread earning dad with their little son and daughter. Now a family can be a single mom, a single dad, a same sex couple or a separated or divorced mother and father with their biological or adopted child or children. Over the years the percentage of single fathers has only been increasing. As the numbers have grew so have the attention this topic has†¦show more content†¦They just need someone to cuddle with, to give then support and unconditional love and to give them that two parents aren’t required, one does the job just as well. There are families with TWO parents whose child i s neglected or mistreated and that is a fact, that should be a wakeup call that even a family in which the child has a mom and a dad isn’t a picture perfect as the people who believe that single men shouldn’t become single parents believe. AdoptUsKids which is a federal program that promotes the adoption of children that are in foster care, director said â€Å"We’re coming to believe single men can do just as well as anyone.† Many people believe that a child coming from a one parent household face a higher risk of problems such as substance abuse and behavioral issues than child that come from a two parent household and face more obstacles in life. Which is where Ellen Kahn the director of the family project at the Human Rights Campaign a gays-right group comes in saying â€Å"studies show that kids raised by gay and single parents do just as well socially and academically as those raised by heterosexuals and two parents.† Until the 1970s women were the ones that were in charge of child care, you wouldn’t see men out shopping for baby food or pushing strollers because it would threaten their â€Å"masculinity†, as where now a days it not only common but expect. Sociologists aren’t surprised more men are choosing to be single parents seeing as they are now coming

Analyzing Ethics in the US Legal System - 1351 Words

In the legal system of the United States, there are many controversial topics and crises that have no one solution. Following suit, there is the question of ethics that exists within such an ideology. Some think that the current way of thinking is a sufficient way to run a country; others see changes that need to be executed immediately. The fact of the matter is as such, no one social institution is perfect. Therefore, the legal system is not expected to be flawless and the epitome of ethical conduct. Acting with morality is not the strong suit of the U.S. government, especially when it comes to the incarceration of dangerous criminals. Two of the issues that can be seen are the death penalty and the life sentence. Both controversial, it†¦show more content†¦An example of poor police officer conduct is in the case of Larry Hope: Hope was handcuffed to a hitching post after an argument with another inmate. He was offered water and bathroom breaks. This was his first offense, one month later, after napping on the bus to the chain gang worksite, he was slow to respond to an order and after a series of events a scuffle broke out between Hope and officer. He was then sent back to the prison and rechained to the hitching post. This time not being offered water or bathroom breaks. He was, in fact, taunted with a dog’s bowl of water. The way that his wrist was chained it put him in pain and cut up his wrist. (Schmalleger 465) This has brought the cruelty that is inflicted on criminals to the attention of the public. Though police officers need to have a reputation that should not be messed with, this takes the situation to an unnecessary level to try and make a point. By showing that legal does not always mean ethical, it can be seen that ethical does not always legal. This is due to the institution that is known as jails and prisons, where violence does not solely come from the inmates, but is frequently inflicted on them. Though the jails and prisons in the U.S. are thought to have a purpose in getting crime off the street, there are unethical tactics in the ways that the tenants of the establishment are treated. This seems unethical and yet people know that such conduct is happening andShow MoreRelatedBusiness Ethics at Rocky Mountain Imaging Essay examples1676 Words   |  7 Pagesthose who have an invested interest in this business – those who make the decision or one who impact this organiza tion internally and externally - are: a. The Board of Directors – Those who overlook the organization and those who assigned the task to us as Operational Managers. b. Tim – He is the CEO of this company. His responsibility is to increase profit and increase cash immediately. c. Maria – She is Rocky Mountain Imaging’s bookkeeper. 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Deviance. Topic Questions Free Essays

string(71) " necessarily involve men being particularly nasty to individual women\." University of Wollongong Research Online Faculty of Arts – Papers Faculty of Arts 1993 What Is Hegemonic Masculinity? Mike Donaldson University of Wollongong, miked@uow. edu. au Publication Details Donaldson, M, What Is Hegemonic Masculinity? , Theory and Society, Special Issue: Masculinities, October 1993, 22(5), 643-657. We will write a custom essay sample on Deviance. Topic Questions or any similar topic only for you Order Now Copyright 1993 Springer. The original publication is available here at www. springerlink. com. Research Online is the open access institutional repository for the University of Wollongong. For further information contact the UOW Library: research-pubs@uow. edu. au Theory and Society, Vol. 22, No. 5, Special Issue: Masculinities, Oct. , 1993, pp. 643-657. What Is Hegemonic Masculinity? Mike Donaldson Sociology, University of Wollongong, Australia Structures of oppression, forces for change A developing debate within the growing theoretical literature on men and masculinity concerns the relationship of gender systems to the social formation. Crucially at issue is the question of the autonomy of the gender order. Some, in particular Waters, are of the opinion that change in masculine gender systems historically has been caused exogenously and that, without those external factors, the systems would stably reproduce. 1) For Hochschild, the â€Å"motor† of this social change is the economy, particularly and currently, the decline in the purchasing power of the male wage, the decline in the number and proportion of â€Å"male† skilled and unskilled jobs, and the rise in â€Å"female† jobs in the growing services sector. (2) I have argued that gender relations thems elves are bisected by class relations and vice-versa, and that the salient moment for analysis is the relation between the two. (3) On the other side of the argument, others have been trying to establish â€Å"the laws of motion† of gender systems. Connell, for instance, has insisted on the independence of their structures, patterns of movement. and determinations, most notably in his devastating critiques of sexrole theory. â€Å"Change is always something that happens to sex roles, that impinges on them. It comes from outside, as in discussions of how technological and economic changes demand a shift to a ‘modern’ male role for men. Or it comes from inside the person, from the ‘real self’ that protests against the artificial restrictions of constraining roles. Sex role theory has no way of grasping change as a dialectic arising within gender relations themselves. † It has no way of grasping social dynamics that can only be seriously considered when the historicity of the structure of gender relations, the gender order of the society, is the point of departure. (4) This concern with broad, historical movement is linked to the question of male sexual politics. Clearly, if men wish to challenge patriarchy and win, the central question must be, who and where are the â€Å"army of redressers? (5) But â€Å"the political project of rooting out the sexism in masculinity has proved intensely difficult† because â€Å"the difficulty of constructing a movement of men to dismantle hegemonic masculinity is that its logic is not the articulation of collective interest but the attempt to dismantle that interest. (6) It is this concept of â€Å"hegemonic masculinity† on which the argument for autonomy of the gender structures turns, for it is this that links their broader historical sweep to lived experience. Put simply, if the gender system has an independence of structure, movement, and determinations, then we should be able to identify counter-hegemonic forces within it; if these are not identifiable, then we must question the autonomy of the gender system and the existence of hegemonic masculinity as central and specific to it. On the other hand, if gender systems are not autonomous, then the question â€Å"why, in specific social formations, do certain ways of being male predominate, and particular sorts of men rule? † remains to be answered and the resistances to that order still remain to be identified. The political implications of the issue are clear. If there is an independent structure of masculinity, then it should produce counter-hegemonic movements of men, and all good blokes should get involved in them. If the structure is not independent, or the movements not counterhegemonic, or the counter-hegemony not moving, then political practice will not be centred on masculinity †¦ and what do we men do then, about the masculine images in and through which we have shaped a world so cruel to most of its inhabitants? Hegemony and masculinity Twenty years ago, Patricia Sexton suggested that â€Å"male norms stress values such as courage, inner direction, certain forms of aggression, autonomy. mastery, technological skill, group solidarity, adventure and considerable amounts of toughness in mind and body. † (7) It is only relatively recently that social scientists have sought to link that insight with the concept of hegemony, a notion as slippery and difficult as the idea of masculinity itself. Hegemony, a pivotal concept in Gramsci’s Prison Notebooks and his most significant contribution to Marxist thinking, is about the winning and holding of power and the formation (and destruction) of social groups in that process. In this sense, it is importantly about the ways in which the ruling class establishes and maintains its domination. The ability to impose a definition of the situation, to set the terms in which events are understood and issues discussed, to formulate ideals and define morality is an essential part of this process. Hegemony involves persuasion of the greater part of the population, particularly through the media, and the organization of social institutions in ways that appear â€Å"natural,† â€Å"ordinary:’ â€Å"normal. † The state, through punishment for non-conformity, is crucially involved in this negotiation and enforcement. (8) Heterosexuality and homophobia are the bedrock of hegemonic masculinity and any understanding of its nature and meaning is predicated on the feminist insight that in general the relationship of men to women is oppressive. Indeed, the term â€Å"hegemonic masculinity† was invented and is used primarily to maintain this central focus in the critique of masculinity. A fundamental element of hegemonic masculinity. then. is that women exist as potential sexual objects for men while men are negated as sexual objects for men. Women provide heterosexual men with sexual validation, and men compete with each other for this. This does not necessarily involve men being particularly nasty to individual women. You read "Deviance. Topic Questions" in category "Essay examples" Women may feel as oppressed by non-hegemonic masculinities, may even find some expressions of the hegemonic pattern more familiar and manageable. (9) More than fifty books have appeared in the English language in the last decade or so on men and masculinity. What is hegemonic masculinity as it is presented in this growing literature? Hegemonic masculinity, particularly as it appears in the works of Carrigan, Connell, and Lee. Chapman, Cockburn, Connell, Lichterman, Messner, and Rutherford, involves a specific strategy for the subordination of women. In their view, hegemonic masculinity concerns the dread of and the flight from women. A culturally idealized form, it is both a personal and a collective project, and is the common sense about breadwinning and manhood. It is exclusive, anxiety-provoking, internally and hierarchically differentiated, brutal, and violent. It is pseudo-natural, tough, contradictory, crisis-prone, rich, and socially sustained. While centrally connected with the institutions of male dominance, not all men practice it. though most benefit from it. Although cross-class. it often excludes workingclass and black men. It is a lived experience, and an economic and cultural force, and dependent on social arrangements. It is constructed through difficult negotiation over a life-time. Fragile it may be, but it constructs the most dangerous things we live with. Resilient, it incorporates its own critiques, but it is, nonetheless, â€Å"unravelling. † (10) What can men do with it? According to the authors cited above, and others, hegemonic masculinity can be analyzed, distanced from, appropriated, negated, challenged, reproduced, separated from, renounced, given up, chosen, constructed with difficulty, confirmed, imposed, departed from, and modernized. (But not, apparently, enjoyed. ) What can it do to men? It can fascinate, undermine, appropriate some men’s bodies, organize, impose, pass itself off as natural, deform, harm, and deny. But not, seemingly, enrich and satisfy. ) Which groups are most active in the making of masculinist sexual ideology? It is true that the New Right and fascism are vigorously constructing aggressive, dominant, and violent models of masculinity. But generally, the most influential agents are considered to be: priests, journalists, advertisers, politicians, psychiatrists, designers, playwrights, film makers, actors, novelists, musicians, activists, academics, coaches, and sportsmen. They are the â€Å"weavers of the fabric of hegemony† as Gramsci put it, its â€Å"organizing intellectuals. These people regulate and manage gender regimes: articulate experiences, fantasies, and perspectives; reflect on and interpret gender relations. (11) The cultural ideals these regulators and managers create and perpetuate. we are told, need not correspond at all closely to the actual personalities of the majority of men (not even to their own! ). The ideals may reside in fantasy figures or models remote from the lives of the unheroic majority, but while they are very public, they do not exist only as publicity. The public face of hegemonic masculinity, the argument goes. is not necessarily even what powerful men are, but is what sustains their power, and is what large numbers of men are motivated to support because it benefits them. What most men support is not necessarily what they are. â€Å"Hegemonic masculinity is naturalised in the form of the hero and presented through forms that revolve around heroes: sagas, ballads, westerns, thrillers,† in books, films, television, and in -sporting events. (12) What in the early literature had been written of as â€Å"the male sex ole† is best seen as hegemonic masculinity, the â€Å"culturally idealised form of masculine character† which, however, may not be â€Å"the usual form of masculinity at all. † To say that a particular form of masculinity is hegemonic means â€Å"that its exaltation stabilizes a structure of dominance and oppression in the gender order as a whole. To be culturally exalted, the pattern of mascu linity must have exemplars who are celebrated as heroes. † (13) But when we examine these bearers of hegemonic masculinity, they seem scarcely up to the task, with more than just feet of clay. A football star is a model of hegemonic masculinity. (14) But is a model? When the handsome Australian Rules football player, Warwick â€Å"the tightest shorts in sports† Capper, combined football with modelling, does this confirm or decrease his exemplary status? When Wally (â€Å"the King†) Lewis explained that the price he will pay for another five years playing in the professional Rugby League is the surgical replacement of both his knees, this is undoubtedly the stuff of good, old, tried and true, tough and stoic, masculinity. But how powerful is a man who mutilates his body, almost as a matter of course, merely because of a job? When Lewis announced that he was quitting the very prestigious â€Å"State of Origin† football series because his year-old daughter had been diagnosed as hearing-impaired, is this hegemonic? In Australian surfing champion, iron man Steve Donoghue, Connell has found â€Å"an exemplar of masculinity† who lives â€Å"an exemplary version of hegemonic masculinity. † But, says Donoghue, â€Å"I have loved the idea of not having to work †¦. Five hours a day is still a lot but it is something that I enjoy that people are not telling me what to do. † This is not the right stuff. Nor are hegemonic men supposed to admit to strangers that their life is â€Å"like being in jail. † Connell reveals further contradictions when he explains that â€Å"Steve, the exemplar of masculine toughness, finds his own exemplary status prevents him from doing exactly what his peer group defines as thoroughly masculine behaviour: going wild, showing off, drunk driving, getting into fights, defending his own prestige. This is not power. And when we look to see why many young men take up sport we find they are driven by â€Å"the hunger for affiliation† in the words of Hammond and Jablow; we see the felt need for â€Å"connectedness† and closeness. How hegemonic is this? (15) Homosexuality and counter-hegemony Let us, however, pursue the argument by turning now to examine those purported counter-hegemonic forces that are supposedly generated by the gender system itself. There are three main reasons why male homosexuality is regarded as counter-hegemonic. Firstly, hostility to homo- exuality is seen as fundamental to male heterosexuality; secondly, homosexuality is associated with effeminacy; and thirdly, the form of homosexual pleasure is itself considered subversive. (16) Antagonism to gay men is a standard feature of hegemonic masculinity in Australia. Such hostility is inherent in the construction of heterosexual masculinity itself. Conformity to the demands of hegemonic masculinity, pushes heterosexual men to homophobia and rewards them for it, in the form of social support and reduced anxiety about their own manliness. In other words, male heterosexual identity is sustained and affirmed by hatred for, and fear of, gay men. (17) Although homosexuality was compatible with hegemonic masculinity in other times and places, this was not true in post-invasion Australia. The most obvious characteristic of Australian male homosexuals, according to Johnston and Johnston, has been a â€Å"double deviance. † It has been and is a constant struggle to attain the goals set by hegemonic masculinity, and some men challenge this rigidity by acknowledging their own â€Å"effeminacy. This rejection and affirmation assisted in changing homosexuality from being an aberrant (and widespread) sexual practice, into an identity when the homosexual and lesbian subcultures reversed the hegemonic gender roles, mirror-like, for each sex. Concomitantly or consequently, homosexual men were socially defined as effeminate and any kind of powerlessness, or a refusal to compete, â€Å"readily becomes involved in the imagery o f homosexuality† (18) While being subverted in this fashion, hegemonic masculinity is also threatened by the assertion of a homosexual identity confident that homosexuals are able to give each other sexual pleasure. According to Connell, the inherent egalitarianism in gay relationships that exists because of this transitive structure (my lover’s lover can also be my lover), challenges the hierarchical and oppressive nature of male heterosexuality. (19) However, over time, the connection between homosexuality and effeminacy has broken. The â€Å"flight from masculinity† evident in male homosexuality, noted thirty years ago by Helen Hacker, may be true no longer, as forms of homosexual behaviour seem to require an exaggeration of some aspects of hegemonic masculinity, notably the cult of oughness and physical aggression. If hegemonic masculinity necessarily involves aggression and physical dominance, as has been suggested, then the affirmation of gay sexuality need not imply support for women’s liberation at all, as the chequered experience of women in the gay movement attests. (20) More than a decade ago, Australian lesbians had noted, â€Å"We make the mistake of assuming t hat lesbianism, in itself, is a radical position. This had led us, in the past, to support a whole range of events, ventures, political perspectives, etc. ust because it is lesbians who hold those beliefs or are doing things. It is as ludicrous as believing that every working class person is a communist. † (21) Even though there are many reasons to think that there are important differences in the expression and construction of women’s homosexuality and men’s homosexuality, perhaps there is something to be learned from this. Finally, it is not â€Å"gayness† that is attractive to homosexual men, but â€Å"maleness. † A man is lusted after not because he is homosexual but because he’s a man. How counter-hegemonic can this be? Changing men, gender segmentation and paid and unpaid work Connell notes, â€Å"Two possible ways of working for the ending of patriarchy which move beyond guilt, fixing your head and heart, and blaming men, are to challenge gender segmentation in paid work and to work in men’s counter-sexist groups. Particularly, though, countersexist politics need to move beyond the small consciousness raising group to operate in the workplace, unions and the state. † (22) It is hard to imagine men challenging gender segmentation in paid work by voluntarily dropping a third of their wage packet. But it does happen, although perhaps the increasing trickle of men into women’s jobs may have more to do with the prodding of a certain invisible finger. Lichterman has suggested that more political elements of the â€Å"men’s movement† contain human service workers, students, parttimers. and â€Å"odd-jobbers. † Those in paid work, work in over-whelmingly female occupations -counselling, nursing, and elementary teaching are mentioned. In this sense, their position in the labour market has made them â€Å"predisposed to criticise hegemonic masculinity, the common sense about breadwinning and manhood. It can also be seen as a defence against the loss of these things, as men attempt to colonize women’s occupations in a job market that is increasingly competitive, particularly for men’s jobs.? (23) If we broaden the focus on the desegmentation of paid work to include unpaid work, more interesting things occur. While Connell has suggested that h egemonic masculinity is confirmed in fatherhood, the practice of parenting by men actually seems to undermine it. Most men have an exceptionally impoverished idea about what fatherhood involves, and indeed, active parenting doesn’t even enter into the idea of manhood at all. Notions of fathering that are acceptable to men concern the exercise of impartial discipline, from an emotional distance and removed from favouritism and partiality. In hegemonic masculinity, fathers do not have the capacity or the skill or the need to care for children, especially for babies and infants, while the relationship between female parents and young children is seen as crucial. Nurturant and care-giving behaviour is simply not manly. Children, in turn, tend to have more abstract and impersonal relations with their fathers. The problem is severely compounded for divorced fathers, most of whom have extremely little emotional contact with their children. (24) As Messner has explained, â€Å"while the man is ‘out there’ establishing his .name’ in public, the woman is usually home caring for the day-to-day and moment-to-moment needs of her family †¦. Tragically, only in mid- life, when the children have already ‘left the nest’ †¦ do some men discover the importance of connection and intimacy. † (25) Nonetheless, of the little time that men spend in unpaid work, proportionally more of it goes now into child care. Russell has begun to explore the possibility that greater participation by men in parenting has led to substantial shifts in their ideas of masculinity. The reverse is probably true too. Hochschild found in her study that men who shared care with their partners rejected their own â€Å"detached, absent and overbearing† fathers. The number of men primarily responsible for parenting has grown dramatically in Australia, increasing five-fold between 1981 and 1990. The number of families with dependent children in which the man was not in paid work but the woman was, rose from 16,200 in 1981 to 88,100 in 1990. Women, however, still outnumber men in this position ten to one. (26) Not only a man’s instrumental relations with others are challenged by close parenting, but so are his instrumental relations with himself. Men’s sense of themselves is threatened by intimacy. Discovering the affection, autonomy, and agency of babies and children, disconcerted by an unusual inability to cope, men are compelled to re-evaluate their attitude to themselves. In Russell’s study, the fathers who provided primary child care â€Å"constantly marvelled at and welcomed the changes that had taken place in their relationships with their children. (27) Even Neville Wran, the former premier of the Australian state of New South Wales whose most renowned political activity was â€Å"putting the blowtorch to the belly† of political opponents. said of fatherhood, which occurred in his sixties, â€Å"It’s making me a more patient, tolerant, understanding human being. I’m a r eal marshmallow. † (28) The men who come to full-time fathering do not, however, regard themselves as unmanly, even though their experiences have resulted in major shifts in their ideas about children, child care, and women. In fact, one quarter of them considered these changes a major gain from their parenting work. This was despite the fact that these men’s male friends and workmates were highly critical of their abandonment of the breadwinner role, describing them, for instance, as being â€Å"bludgers,† â€Å"a bit funny,† â€Å"a bit of a woman,† and â€Å"under the thumb. † (29) This stigmatism may be receding as the possibility of securing the children’s future, once part of the father’s responsibility in his relations with the â€Å"public sphere,† is becoming less and less possible as unemployment bites deeper. 30) Child-minders and day-care workers have confirmed that the children of active fathers were â€Å"more secure† and â€Å"less anxious† than the children of non-active fathers. Psychological studies have revealed them to be better developed socially and intellectually. Furthermore, the results of active fatherhood see m to last. There is considerable evidence to suggest that greater interaction with fathers is better for children, with the sons and daughters of active fathers displaying lower levels of sex-role stereotyping. (31) Men who share the second shift had a happier family life and more harmonious marriages. In a longitudinal study, Defrain found that parents reported that they were happier and their relationships improved as a result of shared parenting. In an American study, househusbands felt positive about their increased contribution to the family-household, paid work became less central to their definition of themselves, and they noted an improvement in their relationships with their female partners. (32) One of the substantial bases for metamorphosis for Connell’s six changing heterosexual men in the environmental movement as the learning of domestic labour, which involves â€Å"giving to people, looking after people. † In the same sense that feminism â€Å"claimed emotional life as a source of dignity and self respect,† active fathers are challenging hegemonic masculinity. For hegemonic masculinity, real work is elsewhere, and relationships don’t require energy, but provide it. (33) There is also the question of time. The time spent establishing the in timacy that a man may crave is also time away from establishing and maintaining the â€Å"competitive edge,† or the â€Å"public face. There are no prizes for being a good father, not even when being one is defined narrowly in terms of breadwinning. (34) Social struggles over time are intimate with class and gender. It is not only that the rich and powerful are paid handsomely for the time they sell, have more disposable time, more free time, more control over how they use their time, but the gender dimensions of time use within classes are equally compelling. No one performs less unpaid work, and receives greater remuneration for time spent in paid work, than a male of the ruling class. The changes that are occurring remain uncertain, and there is, of course, a sting in the tail. Madison Avenue has found that â€Å"emotional lability and soft receptivity to what’s new and exciting† are more appropriate to a consumer-orientated society than â€Å"hardness and emotional distance. † Past television commercials tended to portray men as Marlboro macho or as idiots, but contemporary viewers see men cooking, feeding babies, and shopping. Insiders in the advertising industry say that the quick and easy cooking sections of magazines and newspapers are as much to attract male readers as overworked women. U. S. Sports Illustrated now carries advertisements for coffee, cereal, deodorants, and soup. According to Judith Langer, whose market-research firm services A. T. T. , Gillette. and Pepsico among others, it is now â€Å"acceptably masculine to care about one’s house. (35) The â€Å"new man† that comes at us through the media seems to reinforce the social order without challenging it. And he brings with him, too, a new con for women. In their increasing assumption of breadwinning, femocratic and skilled worker occupations, the line goes, women render themselves incomplete. They must -‘give up† their femininity in their appropriation of male jobs and power, but men who embrace the feminine become â€Å"more complete. † (36) And if that isn’t tricky enough, the â€Å"new men† that seem to be emerging are simply unattractive. Indeed, they’re boring. Connell’s six changing heterosexual men in the environmental movement were attracted to women who were â€Å"strong, independent, active. (37) Isn’t everybody attracted by these qualities? Gay men find â€Å"new men† irritating and new men are not too sure how keen they should be on each other, and no feminist worth her salt would be seen dead with one. The ruling class: Really real men? If the significance of the concept of hegemonic masculinity is that it directs us to look for the contradictions within an autonomous gender system that will cause its transformation, then we must conclude it has failed. The challenges to hegemonic masculinity identified by its theorists and outlined above seem either to be complicit with, or broader than, the gender system that has apparently generated them. I can appreciate why Connell is practically interested in and theoretically intrigued by arguing against the notion of the externality of gender change. Both experience and theory show the impossibility of liberating a dominant group and the difficulty of constructing a movement based not on the shared interest of a group but on the attempt to dismantle that interest. † (38) (My emphasis). The key is the phrase â€Å"constructing a movement. † It is only a system which has its own dynamics that can produce the social forces necessa ry to change radically that system. But Connell himself has written that gender is part of the relations of production and has always been so. And similarly, that â€Å"social science cannot understand the state, the political economy of advanced capitalism. the nature of class, the process of modernisation or the nature of imperialism, the process of socialisation, the structure of consciousness or the politics of knowledge, without a full-blooded analysis of gender. † (39) There is nothing outside gender. To be involved in social relations is to be inextricably â€Å"inside† gender. If everything, in this sense, is within gender, why should we be worried about the exteriority of the forces for social change? Politics, economics, technology are gendered. â€Å"We have seen the invisible hand;’ someone wittier than I remarked, â€Å"It is white, hairy and manicured. † Is there, then, some place we can locate exemplars of hegemonic masculinity that are less fractured, more coherent, and thus easier to read? Where its central and defining features can be seen in sharper relief? If the public face of hegemonic masculinity is not necessarily even what powerful men are, then what are they necessarily? Why is it â€Å"no mean feat to produce the kind of people who can actually operate a capitalist system? (40) Even though the concept â€Å"hegemony† is rooted in concern with class domination, systematic knowledge of ruling class masculinity is slight as yet, but it is certainly intriguing. One aspect of ruling class hegemonic masculinity is the belief that women don’t count in big matters, and that they can be dealt with by jocular patronage in little matters. Anoth er is in defining what â€Å"big† and â€Å"little† are. Sexual politics are simply not a problem to men of the ruling class. Senior executives couldn’t function as bosses without the patriarchal household. The exercise of this form of power requires quite special conditions – conventional femininity and domestic subordination. Two-thirds of male top executives were married to housewives. The qualities of intelligence and the capacity for hard work which these women bring to marriage are matched, as friends of Anita Keating, the wife of the Prime Minister of Australia, remarked, by â€Å"intense devotion †¦ her husband and her children are her life. † Colleen Fahey, the wife of the premier of New South Wales, had completed an 18-month part-time horticulture course at her local technical college, and she wanted to continue her studies full-time. But my husband wouldn’t let met,† she said. â€Å"He said that he didn’t think it was right for a mother to have a job when she had a 13-year-old child †¦ I think if I’d put my foot down and said I’d really wanted a career, he’d have said, ‘You’re a rotten mother leavi ng those kids. † (41) The case for this sort of behaviour is simply not as compelling for working-class men, the mothers and the wives of most of whom undertake paid work as a matter of course. Success itself can amplify this need for total devotion, while lessening the chances of its fulfilment outside of the domestic realm. For the successful are likely to have difficulty establishing intimate and lasting friendships with other males because of low self-disclosure, homophobia, and cut-throat competition. The corporate world expects men to divulge little of their personal lives and to restrain personal feelings, especially affectionate ones, towards their colleagues while cultivating a certain bland affability. Within the corporate structure, â€Å"success is achieved through individual competition rather than dyadic or group bonding. The distinction between home and work is crucial and carefully maintained. For men in the corporation, friends have their place outside work. (42) While William Shawcross, the biographer of media mogul Rupert Murdoch, found him â€Å"courageous† and â€Å"charming,† others close to Murdoch described him as â€Å"arrogant,† â€Å"cocky,† â€Å"insensitive, verging on dangerous,† â€Å"utterly ruthless,† and an â€Å"efficient Visig oth. † Murdoch himself described his life as â€Å"consisting of a series of interlocking wars. Shawcross also found that Murdoch possessed â€Å"an instinctive feel for money and power and how to use them both;’ had a â€Å"relentless, unceasing drive and energy,† worked â€Å"harder and more determinedly† than anybody else, was â€Å"sure that what he was doing was correct†, â€Å"believed that he had become invincible†, and was driven by the desire â€Å"to win at all costs. † (43) And how must it feel to know that you can have whatever you want, and that throughout your life you will be looked after in every way, even to the point of never having to dress and undress yourself? Thus the view that hegemonic masculinity is hegemonic insofar as it succeeds in relation to women is true, but partial. Competitiveness, a combination of the calculative and the combative, is institutionalised in business and is central to hegemonic masculinity. The enterprise of winning is life-consuming, and this form of competitiveness is â€Å"an inward turned competitiveness, focussed on the self,† creating, in fact, an instrumentality of the personal. (44) Hegemonic masculinity is â€Å"a question of how particular groups of men inhabit positions of power and wealth, and how they legitimate and reproduce the social relationships that generate their dominance. † (45) Through hegemonic masculinity most men benefit from the control of women. For a very few men, it delivers control of other men. To put it another way, the crucial difference between hegemonic masculinity and other masculinities is not the control of women, but the control of men and the representation of this as â€Å"universal social advancement,† to paraphrase Gramsci. Patriarchal capitalism delivers the sense, before a man of whatever masculinity even climbs out of bed in the morning, that he is â€Å"better† than half of humankind. But what is the nature of the masculinity confirming not only that, but also delivering power over most men as well? And what are its attractions? A sociology of rulingclass men is long overdue. Footnotes 1. M. Waters. â€Å"Patriarchy and Viriarchy: An Exploration and Reconstruction of Concepts of Masculine Domination. † Sociology 7 (1989): 143-162. 2. A. Hochschild with A. Machung. The Second Shit: Woking parents and the Revolution at Home (New York: Viking. 989): 257. 3. M. Donaldson, Time of Our Lives: Labour and Love in the Working Class (Sydney: Allen and Unwin, 1991). 3. R. Connell. â€Å"Theorising Gender,† Sociology, 19 (1985): 263; R. Connell, â€Å"The Wrong Stuff: Reflections on the Place of Gender in American Sociology. † in H. J. Gans, editor, Sociology in America (Newbury-Park : Sage Publications 1990), 158; R. Connell, â€Å"The State, Gender and Sexual Politics: Theory and Appraisal† , Theory and Society 19/5 (1990): 509-523. 5. Connell. â€Å"Theorising Gender,† 260. 6. R. Connell, Which Way is Up? Essays on Class, Sex and Culture (Sydney: George Allen and Unwin, 1983), 234-276. 7. T. Carrigan, B. Connell. and J. Lee, â€Å"Toward a New Sociology of Masculinity. † in H. Brod. editor. The Making of Masculinities: The New Men’s Studies (Boston:. Allen and Unwin), 75. 8. R. Connell. Gender and Power: Society, the Person and Sexual Politics (Sydney: Allen and Unwin. 1987), 107; Carrigan. Connell and Lee, 95. 9. Carrigan, Connell. and Lee. â€Å"Toward a New Sociology of Masculinity. † 86: Connell, Which Way is Up? 185. 10. Connell, Which Way is Up; Connell. Gender and Power; R. Connell, â€Å"A Whole New World: Remaking Masculinity in the Context of the Environmental Movement,† Gender and Society 4 (1990): 352-378: R. Connell. â€Å"An Iron Man: The Body and Some Contradictions of Hegemonic Masculinity,† in M. Messner and D. Sabo, editors, Sport, Men and the Gender Order (Champaign. Ill. : Human Kinetics Books, 1990): Connell, â€Å"The State, Gender and Sexual Politics†; Carrigan, Connell and Lee, 86; R. Chapman. â€Å"The Great Pretender: Variations in the New Man Theme. † in R. Chapman and J. Rutherford. editors. .Male Order: Unwrapping Masculinity (London: Lawrence and Wishart. 1988) 9-18; C. Cockburn. â€Å"Masculinity, the Left and Feminism. † in Male Order:103–329; P. Lichterman. Making a Politics of Masculinity,† Comparative Social Research 11 (1989): 185-208; M. Messner â€Å"The Meaning of Success: The Athletic Experience and the Development of Male Identity,† in The Making of Masculinities:193-2 10; J. Rutherford. â€Å"Who’s That Man’? † in Male Order, 21-67. I I. Connell, Which Way is Up: 236, 255, 256. 12. Connell, Which Way is Up: 185,186,239. 13. Connell, â€Å"Iron Man,† 83, 94. 14. Connell, â€Å"Whole New World,† 459. 15. D. Hammond and A. Jablow, â€Å"Gilgamesh and the Sundance Kid: The Myth of Male Friendship,† in The Making of Masculinities: 256: Messner. â€Å"The Meaning of Success†, 198; Connell. Iron Man. † 87, 93: Donoghue in Connell. â€Å"Iron Man,† 84-85. 16. Carrigan, Connell, and Lee, â€Å"Toward a New Sociology of Masculinity†: Connell, Gender and Power. 17. G. Herek, â€Å"On Heterosexual Masculinity: Some Physical Consequences of the Social Construction of Gender and Sexuality,† in M. Kimmel, editor, Changing Men, New Directions on Men and Masculinity (Newbury Park: Sage. 1987): 71-72; Connell. â€Å"Whole New World,† 369. 18. Carrigan, Connell and Lee, â€Å"Toward a New Sociology of Masculinity†: 93; C. Johnson and R. Johnston, â€Å"The Making of Homosexual Men. † in V. Burgmann and J. Lee, editors, Staining the Wattle. A People’s History of Australia Since 1788. (Fitzroy: McPhee Gribble/Penguin, 1988): 91; Connell, Gender and Power: 80; Carrigan, Connell and Lee: 86. 19. Carrigan, Connell, and Lee. 85; Connell. Gender and Power : 116. 20. Johnston and Johnston. â€Å"Homosexual Men. † 94: Carrigan. Connell, and Lee. 74: J. Hearn, The Gender of Oppression: Men, Masculinity and the Critique of Marxism (Brighton: Wheatsheaf, 1987); Connell, , Gender and Power: 60; Connell, Which Way is Up: 234. 177-178. 21. Otto in L. Ross. â€Å"Escaping the Well of Loneliness. † Staining the Wattle: 107. 22. 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