Marketing and Strategic Analysis of Virgin Active

Marketing and Strategic Analysis of Virgin Active 1. Introduction The UK has had an overwhelming increase in the leisure industry market involving gymnasiums. This report will include a strategic review of Virgin Active and also evaluate the challenges and opportunities faced by Virgin Active. The topics, included in this report will be: description of the organisation, comprehensive strategic analysis (detailed analysis of internal scan, environmental scan and core competencies), a SWOT analysis of Virgin Active and challenges faced by the organisation. Furthermore, alternative strategic options and managing change will also be discussed. Strategic management is important for all organisations, with out regards to their size or position in the market. The definition strategic management has not been agreed, however, the outcome of defining strategic management is similar. Armstrong (2002, p. 38) suggests strategic management is, that managers are looking ahead at what they need to achieve in the middle or relatively distant future. Also, Constable (1980) suggests strategic management as the management process and decisions that determine the long-term structure and activities of the organization (Thompson, 1993, p. 6). Both definitions focus on the importance of decisions to be taken for the future, by managers, so that the organisation is sustainable. This report will analyse the effectiveness of Virgin Actives strategies and also, strategies they can initiate. 2. Virgin Active 2.1 The Business Virgin was founded by Sir Richard Branson in 1970 and is one of the most well known brands in Britain. Their portfolio is diverse and ranges across from market to market such as trains, soft drinks, publishing, cosmetics, holidays, mobile phones, extreme sports, music, space tourism and the finance industry. (Appendix 1) The organisation has over 200 companies globally, and has approximately 50,000 employees. The total for Virgin in 2008, exceeded  £10 billion (Virgin, 2009) Sir Richard Branson (1990) was anxious to build the best, state-of-the-art club on the market, providing genuine value for it customers, in first class surroundings. Hence in 1999, Virgin opened their first gymnasium. Customers were attracted to the facilities and high level of customer service, and demand has grown steadily over the years. There is now 167 gyms and, approximately 900,000 members worldwide (Virgin Active, 2009). Despite Virgin Actives success, like all other organisations, they have competitors. Virgin Actives main competitors are Living Well and Fitness First, who are also globally known and placed. 3. Strategic Analysis 3.1 Internal scan The brand name Virgin, is a very valuable asset for Virgin Actives. Richard Branson (2002) said; In our customers eyes, Virgin stands for value for money, quality, innovation, fun and a sense of competitive challengeà ¢Ã¢â€š ¬Ã‚ ¦ We often move to areas where the customer has traditionally received a poor deal, and where the competition is complacentà ¢Ã¢â€š ¬Ã‚ ¦ We also look to deliver old products and services in new ways. The brand name Virgin is extremely well known throughout the UK. A brand name is an indication of what to expect from a product a quality statement of a value-for-money signal (Hollensen, 2006). The most successful move Virgin Active have made so far, is the  £20 million invested, for a major refurbishment and upgrade programme. Despite these strengths, these can become weaknesses of the organisation. Frequently companies can become overly convinced with their brand name, and start putting less attempts in developing the business. Thus, the organisation is under threat of not developing, or being able to sustain gloomy days in the future. The development in staff can also decline. Although  £20 million was invested by Virgin, none of it was spent on employees. And so, a opportunity for Virgin is to invest more time and finances on staff training. Leaders in the UK often lack dedicated attention from their supervisors to help develop in a planned fashion through continuous learning, both from job experience and more formal training activities (Addison, 2006, p380). It is important to have up-to-date staff development and training, as technology and the environment is constantly changing. If employees performance is weak, then the main priorities and strategies of the organisation become weak. 3.2 Environmental scan External environment must be taken in to consideration, when developing a organisations strategies. The environmental analysis determines the organisations opportunities and threats. Thompson (1993, p. 246) said, managers should always be attentive to changes and their decisions and actions should be both reactive and proactive as appropriate (Appendix 2). Thompson is defining the significance of managers adapting to different strategies depending on the environmental changes. The social environmental issues in the gymnasium market, is always changing and plays a crucial rule on deciding strategies. Virgin Active have forecasted expectancy growth, so they have a special discount for elderly people (55 years old plus). These grey consumers are relatively rich. The over-fifties own around three-quarters of the worlds financial assets and control half of the discretionary budget (Hollenson 2006, p. 48). Yet, there is also many elderly who are financially restricted due to the increase i n utility bills, and were unfortunate to have no savings. This is why Virgins strategy of decreasing prices for the elderly has been effective and also, as the elderly have started becoming more fit in this day and age, it has also had a positive outcome. Additionally, the smoking ban in Britain, showed signs of a healthier Britain. Also, due to many campaigns and advertisements issuing obesity and illnesses, the majority of the public have become self aware of health issues. Due to Hollywood/Bollywood and the general media, people are also becoming self conscious about their appearance. The stereotypical students have also changed theyre appearance, from the well known drinking, junk food eating, smoking danger zones to a more healthy-living lifestyle, recent surveys show. About one in four students is now teetotal, says National Union of Student Services and among the rest of the student population there is a growing appetite for exercise facilities and healthy eating (Coughlan, 2006). Technology is ever changing, hence why Virgin Active spent  £20 million to update their systems and keep up-to-date with modern technology. Taking these aspects into consideration is vital whiles planning strategies. According to the environment, changes in strategies should also be taken into consideration. 3.3 Purpose, objectives and strategy When developing an organisations purpose, it should take into consideration why do they exist, whom will they serve and how its value will be increased. It is vital to consider the organisations future challenges and opportunities. According to Lynch (2006,p. 340), there is three sections that help build the purpose of the organisation and should be examined at an early stage. The purpose of a organisation: shaped by vision, leadership and ethics Virgin Actives vision is to promote wellness by bringing positive change in youre life (Virgin Active, 2008). This vision shows that it is going beyond its current climate, which is achieving sufficient revenue. Leadership in an organisation is crucial as the directors choices and the social responsibilities policies influence the purpose they define. Virgin Active is run by an independent board and is mostly shareholder owned. The Executive Director, Mathew Bucknall, has combined industry experience and who also developed Virgin Active by overtaking Holmes Place, an established, popular gymnasium in the UK (Murray, 2006). This shows that the business is run by specialists who have great expertise in their field. Meaning, taking these elements in to account the objectives of the organisation is to expand their gyms by promoting health and wellness. Virgin Actives mission statement (Appendix 3) , shows that their goal is to be known around the world as a fun unique gym, available to everyone, who is offered, regardless of age or body size. Also, their goal is to expand their business in Europe within in the next three years (Virgin Active, 2008) . Also, without a capable strategy, Virgin would not have been able to become globally known (e.g. South Afica). Strategies used by Virgin Active in order to expand and also become available to all ages where: By offering different memberships to customers with various needs, E.g. offering 2 month old babies to 15 year olds a class called Club-V. Virgin Active recently invested  £20 million throughout their clubs to up-date workout machines and for refurbishment. They also took over Holmes Place, gaining all their current locations throughout Britain, tremendously helping their goals for expansion. 3.4 Core competencies A core competency makes the company different from others. Hamel and Prahalad (1990) said, core competency has three issues; it provides customer benefit, it is hard for competitors to imitate and it can be leveraged widely to many products and markets. Virgin Actives core competency would be their brand name. As mentioned before, their brand name is what makes them stand out from other gymnasiums and is generally what customers would pay extra for. Virgin Actives competitors can not take away the well known reputation that the name Virgin holds, for example, respected and trustworthy. However, the smaller gyms such as LA Fitness also have a selling unique selling point (core competency). LA Fitness are very well known for their as their personal trainers are highly qualified and highly skilled in getting the results the customer wants. This shows that all organisations have their unique selling point, which should be sustained by effective strategies. 4 SWOT Analysis 4.1 Strengths Virgin Actives most crucial strength is there successful brand name and also their strong management skills. Every venture Virgin has taken part in, it prioritises its consumers needs and wants. Virgin is an organisation that is market-driven. Market-driven organisations focus on the consumers concern throughout the company. All departments recognize the importance of the customer to the success of the business (Jobber 2004, pp. 8-8). Virgin has an exceptional reputation throughout Britain. A brand name is an indication of what to expect from a product a quality statement of a value-for-money signal (Hollensen Svend, 2006). The managing director, Mathew Bucknall invested the  £20 million for refurbishment and upgrades. This was a powerful strategy for Virgins present and future. Virgin Active accommodate all ages by providing different memberships; with special classes for the elderly to special classes for children Club V (Special child care fitness for children and entertainment) Allowing parents work out freely. Other gymnasiums do not offer this, including Fitness First. Due to the acquisition of Holmes Place, Virgin Active has gained central locations for its gyms, increasing the reputation and accessibility to the consumers. 4.2 Weaknesses Virgin Active do not reduce their price and also sale volumes are limited as the gymnasiums can become overcrowded. Virgin Active depend on the brand name, too much. Fitness First and Living Well are two large competitors The club has increased their fee, for a normal member, from  £45 in 2005 to  £61 in 2007. This is due to the refurbishment, however, no member was given a news letter. Members were given a small letter Members are not informed in the correct method about changes, as fees increased from  £45 to  £61 from 2005 to 2007 (due to refurbishment) and members were given a small letter, not a sincere letter or a newsletter. 4.3 Opportunities Although Virgin Active give discounts to the elderly, can take more advantage of the increasing grey population by having special classes, helping the elderly and making things easy for them. Virgin Actives current opening times are 6:00 am to 10:30 pm, Monday to Friday, but as many people find it hard to go to the gym in these times e.g. taxi drivers, bus drivers, restaurant workers, bar staff etc, the gym should have a couple of late night openings available for consumers that cant attend before 10:30pm. 4.4 Threats The gymnasium may have to invest in new services, as with a rising life expectancy, the elderly that are members me not stay satisfied with the current service. A decrease in an active population is also a threat. Fitness first, one of Virgin Actives competitors has given women a specialised section for weight training, this could become a threat in the long term as women may enjoy the privacy. small percentage would pluck up the courage to enter the male dominated free-weights area (Kiernainder, 2006). 5 Strategic Challenges One weakness from the SWAT analysis affecting the way Virgin Active operates is its two main competitors, Fitness First and Living Well. These competitors can have a direct impact on Virgin Active, in many ways, such as both competitors have branches world wide. A issue that is confronting Virgin Active, is that of Fitness First. Fitness First has recognised that 54% of customers going to the gym are women, thus giving them more priority. The organisation have decided to give a free-weights section, dedicated just to woman. small percentage would pluck up the courage to enter the male dominated free-weights area (Kiernainder, 2006). Also, they have health clubs run by women, for women (Fitness First, 2008). This has proved to be a success, and Virgin Active should consider to implement afew changes, to make sure they are reaching their goal, of a business that evolves around the consumer. It is important that a organisation is doing the best it can, so that customers truly believe th ey have made a good choice by joining. Living Well is also a globally known gymnasium, but, they do not offer anything special except from one day free passes which Virgin Active and Fitness First do not offer. Fitness First offer a free day pass, but afterwards, the customer must pay for their memberships. Virgin Active does not offer neither. The membership for Fitness First and Living well are relatively cheaper than Virgin Active. Virgin Active do not invest in training staff, hence customers could leave, due to bad customer service. See Appendix 4 6. Strategic options and choice Virgin is a global brand. Meaning, Virgin Actives strategy should be based upon expanding the business and developing the numbers of members. This form of strategy option is defined as the expansion option. The model (See Appendix 5) identifies the essential characteristics of this strategy option. Strategies must remain sustainable, for Virgin to continue with its expansion. As mentioned before, their goal is to open more clubs in Europe, they are already globally operated and have also recently acquired Holmes Place. Yet, there is more strategies that Virgin can consider without major costs included. As the grey population is rising, the organisation can take advantage of this and provide special classes, made for the elder. This would make it less complicated, easier, and user friendly for the elderly. In addition, Virgin Active could start opening later hours a couple of days a week, as this would differentiate them from there competitors and increase customers as the very few gy ms that are open till late, are reasonably busy. This would be a good strategy option for customers who currently cant make it to the gym, due to work. Another, relatively low cost strategy, would be to cater for woman. As Fitness First have already started a exclusive section for woman only, this would be a good choice to make Virgin Active diverse and would give them a unique selling point over most competitors. These are fairly low cost strategies that would bring more customers, meaning expanding the company. 7. Management of implications and uncertainty Every business should implement their strategies, in other words put them into practise The prime aim in implementing strategy is to deliver the mission and objectives of the organisation (Lynch, 2006, p. 610). Taking uncertainty into account is important when undertaking strategies. Driskill and Goldstein (1986) defines uncertainty as the perceived lack of information, knowledge, beliefs and feelings necessary for accomplishing organizational tasks (Palenchar and Robert, 2007, p. 126). The uncertainty table (Appendix 6) defines the two types of uncertainty as fuzziness and ambiguity. Fuzziness is present when definitive, sharp, clear or crisp distinctions are not made ( Emblemsvag and Endre, 2002, p. 844). Ambiguity is present when there is a inconsistency in deciding among different alternatives or a couple or more alternatives have been left unspecified. Virgin Active has ambiguity uncertainty, because there is uncertain issues the might deal with, such as customers may want to st art exercising outdoors rather than indoors or the more elderly may want to join the gym. Another threat could be, people becoming more green or because of nowadays easy lifestyle people may become lazy or obese, having a knock on affect on memberships. Managers maybe making the correct decisions, but staff who execute these strategies might not be doing it in the correct way. This could lead to deficiency. Managers must be ready and aware for changes that could take place, and should try utmost to apply correct strategies depending on the current issue taking place. An example of this could be, that there is no certainty that people will feel the same, as they could go towards being green. There are already fifty Green Gyms operating in the UK (Valle, 2007). Green Gyms are allowing people to exercise in the outdoors, without destroying the environment. Green Gyms are targeting people who want to make new friends, loose weight, and improve the environment. Research shows that, because the activities they undertake are not repetitive and aimless like other types of physical training, Green Gym participants tend to become more active in their daily life (ibid). To tackle this uncertainty, Virgin Active could have some outdoor classes, instead of indoor. The outdoor classes could be yoga or jogs in a remote park. And if it becomes popular, Virgin Active could advance more outdoor activities. The process of implementing a strategic change and doing it in such a way that it lasts, is evidence of the close relationship between an organisations personnel and any external specialists concerned. (Sadler.1993) Virgin Actives main purpose was to expand their club by promoting wellness. Virgin Active have implemented their objective, which is open to everyone, without age or build being a problem. The strategies the club achieved were; The Club-V for infants, discounted memberships for the elder, the acquisition of Holmes Place and spending  £20 million for improvement to the gymnasiums. The Virgin brand name, is definitely a asset to Virgin Active. Although the brand name is a strength, it can also become a weakness as some businesss become to proud of the brand name and forget to put effort into the organisation. There is also none indications of staff development. Invested my management, was  £20 million but none of the finances were spent on staff. Uncertainty can also impact on the strategies being planned. Thats why scenario planning were suggested so Virgin has an idea of issues which may occur in the future or impact current strategies. This is very useful as it produces problems and solutions. For any business to be successful, it is vital that they are ready for change and that correct planning has taken place to ensure the success of which ever strategies are chosen. 8. Appendices Appendix 1 1968 First issue of student magazine 1970 Start of Virgin Mail Order operation 1971 First Virgin record shop opens in Oxford Street, London 1972 First Virgin Recording Studio opens at The Manor near Oxford 1973 Launch of Virgin Record Label. Virgin Music Publishing is established 1977 Virgin Records signs the Sex Pistols 1984 Virgin Atlantic Airways and Virgin Cargo are born 1985 Virgin Holidays is formed 1987 Virgin Records America is founded. 1988 Virgin Megastores opens new stores. Virgin Hotels launches. 1990 Virgin Megastores arrives in Japan 1991 Virgin Publishing (Virgin Books) is formed 1992 Virgin Records is sold to Thorn EMI 1993 Virgin Radio hits the airwaves with Virgin 1215AM 1994 Launch of Virgin Vodka and Virgin Cola 1995 Virgin Direct Personal Financial Services opens for business. 1996 V2 Music is created. Virgin.Net launches. Virgin Trains is launched. 1997 Virgin Radio is acquired by Chris Evans. Virgin Cosmetics launches 1999 Virgin Mobile launches Virgins first telecomms venture. 2000 V.shop, Virgin cars, Virgin Wines and Virgin Travelstore all launch 2001 Virgin Money brand is created. Virgin Experience launches 2002 Virgin Money introduces the Virgin Credit card. Virgin Mobile in the USA. 2003 V.Shops merges completely with Virgin Megastores 2004 Virgin announces the launch of Virgin Galactic developing space tourism for everybody 2005 Virgin Mobile launches in Canada 2006 Two new businesses in South Africa Mobile and Money http://www.virgin.com/aboutvirgin/allaboutvirgin/thewholestory/default.asp Appendix 2 Definition of reactive and proactive outcomes Reactive outcomes. The environmental analysis will highlight important strategic changes over which the organisation has no control but to which, if they happen, it will need to be able to react. Proactive outcomes. The environmental analysis will identify positive opportunities or negative threats. Then, the organisation will have to develop a proactive strategy to deal with the situation. (Ref: Lynch, 2006, p. 79) Appendix 3 Virgin Active mission statement: To challenge the norm, shake up the fitness industry, and restore average gym offerings with the revolutionary concept of a life centre.   Our huge all-encompassing facilities deliver innovative solutions for health and wellness, while providing excellent value for money. Accessible to everyone; young, old, big, small, Virgin Active is a place where individuals can uncover their personal potential and have fun in the process! (Virgin Active, 2008) Appendix 4 1 Members who left due to bad customer service. 2 Members who left due to other reasons. Appendix 5 Expansion method matrix Company Inside Outside Internal development Exporting Overseas office Overseas manufacture Multinational operation Global operation Merger Acquisition Joint Venture Alliances Franchises Merger Acquisition Joint venture Alliances Franchise Turnkey Licensing Home Country Internati-onal (Ref: Lynch, 2006, p. 467) Appendix 6 Management of implications and uncertainty Uncertainty Fuzziness The lack of definite or sharp distinctions Vagueness Cloudiness Haziness Unclearness Indistinctiveness Ambiguity One-to-many relationships Discord Disagreement in choosing among several alternatives Dissonance Incongruity Haziness Conflict No specificity Two or more alternatives are left unspecified Variety Geniality Diversity Imprecision (Ref: Klir and Yuan, 1995)

PBGC Company Profile Essay

PBGC is an abbreviation of a Pension Benefit Guaranty Corporation. The purpose of this federal corporation is to protect American’s pension. Its mission is related to protection: Forty four million American workers retirement income is currently being protected in more than 30000 benefit pension plans of private single-employer and multiemployer. Its formation is the result of an act of 1974 by the name Employee Retirement Income Security Act. It has the following objectives: First It helps private-sector define benefit pension plans to be continued and remain well maintained. Second is to provide pension benefits payment time to time, without any interruption. Its third objective is to keep minimum pension insurance premiums. The defined benefit pension plan gives pension on a monthly basis to the retirees but the pension amount is depended upon the salary and the year of services the retirees have rendered. The corporation does not only give monthly payments to retirees up to the guaranteed maximum but also the multiemployer plans participants and one who have not retired yet get financial assistance from it. General Tax Revenues don’t give any kind of fund to this corporation. Insurance premiums financed the operations of this federal corporation which was being set by Congress. Insurance premium is being paid by the sponsors defined for each benefit plan that are basically employers. The recoveries are being made from the companies which would be responsible for the plans in the past. Earnings come from investments for this corporation. According to the plan ended in 2008, workers will get $4,312. 50 monthly when they will get retire at the age of 65. It serves the range of customer’s e. g. general public, media and so on. Board of directors including the Secretaries of Labor (Chair), Commerce and the Treasury guided the operations of PBGC. The two highest priorities of this administration is to reform the defined benefit pension system and bring improvement in retirement security. It contributed in the development of Pension Protection Act of 2006. Since PBGC has worked over the last 33 years for the protection plan of participant’s interests and also to support private pension system’s growth; millions of American workers can now think about secured retirement along with their families. Both the benefit plan and the guarantee by PBGC have made a difference in the lives of the diligent Americans. Annually about $4 million is being given by this corporation to 44 million Americans. The development of the 2006 act not only improved the status of funding of many defined benefit plans but also pension system is being strengthened. Competitive advantage: The corporation has been very effective throughout in managing change over the past few years,’ pension insurance programs have faced many unexpected challenges. The corporation also won an award of managing its work force superbly in this changing business environment. The executive director said: â€Å"We are pleased to be recognized for having the right people, processes and systems in place to manage a doubling of our customer base with no diminution in the quality of our customer service. † (www. pbgc. gov,2008). It was being a first federal agency which got the full certification for its executive evaluation system. It got plenty of awards presented in magazines. These are as under: General Excellence, Service, Competitive Advantage, Global Outlook, Innovation, Managing Change, Financial Impact, Partnership, Ethical Practice and Vision. Weaknesses of PBGC: Weaknesses of PBGC’s certification and accreditation (C&A): This would impact the accuracy and completion of information which would affect the credibility of the corporation. It also affects the capability of the corporation to take and manage risks. It compromises agency’s personnel and assets too. There should be an effective C&A system to assure security of assets, personnel and operations and that could assure that the corporation is capable enough to meet its functional requirements. The National Institute of Standards and Technology Special Publication 800-37, Accreditation of Federal Information Systems and Guide for the Security Certification provides the framework under 2002 act named as the Federal Information Security Management Act, Public Law 107-347, for how C&A program of this corporation should be implemented. Inadequate security policy and plan: The security policy and plan of the current information of PBGC are not according to the guidance provided by National Institute of Standards and Technology Special (NIST) under Federal Information Security Management Act. NIST has developed guidance and standards. It also includes minimum requirement to provide sufficient security of information for all agency assets and operations Change in organizational structure: In 2006 the reorganization of the OIT i. e. ffice of information technology had badly affected the Information System Security Officer’s ability to ensure appropriate operational security for PBGC’s information system. It affected the clarity for officer in terms of his responsibilities and accountability. It made it hard for the officer to establish security standards and procedures. Internal control weaknesses: High risk is being involved in the PBGC’s single-employer pension insurance program. The program had an accumulated deficit of $5. 4 billion in 2003 which was the largest one in history of the corporation. Under funding also increased dramatically in private pension system. The deficit was due to the following reasons: bankrupt firm’s under funded pension plans were ceased, there was a drawback in funding rules, stock market and interest rates decline, companies went global and economy is turned into knowledge based economy. The company had taken steps to improve the internal control for premiums. This is being done for two reasons. First Safeguard of assets: controls must be establish to ensure that cost and obligation are according to the law applicable and assets are safeguarded against any loss or related factors. Second reason is Financial Reporting: it is to ensure that proper reporting is being done of all the revenues and expenditures so that documentation and reports can be made and are accurate. Data Quality Weaknesses: Incorrect data entry, adjustments, and system-generated balances generate errors. Because of the data quality issue, the corporation is unable to ensure the accuracy and completeness of premium data by utilizing Past Due Filing Notices and Statements of Account. The 1st one used to notify plans which had not yet submitted premium filings and 2nd one is used to ensure that underpaid/overpaid premiums from a plan sponsor could be sort out effectively. During auditing it was being noticed that these two tools are not being used timely as it requires significant resources before mailing. Due to this, premiums could not be collected and errors could not be detected. Additionally policies and procedures have not been documented, communicated, or implemented throughout PBGC which is related to the premium accounting cycle. www. pbgc. gov,2008). Business Strategy: The new investment strategy is being formulated to balance risk and return and to improve chances of reaching full funding over the long run. According to this strategy diversified set of fixed-income investments and diversified equity investments both will be given 45% of its assets each and 10% will be given to alternative investment. Financial Information: A deficit of $18. 1 billion was being posted by insurance program for single-employer pension plans in fiscal year 2006. Due to the airline relief provisions in the Pension Protection Act, the corporation managed to reduce its probable liabilities. This led to a $4. 7 billion net improvement. It announces maximum insurance benefit for 2009. The amount would be higher for those who retire later and vise versa. The corporation had a peak year in 2000 when they had a surplus of $10 billion almost which was followed by surplus of $8 billion in 2001. The corporation got the calls in order to stop charging premiums. It got around $9 billion claims in 2002. The claims were because of airline and steel industry. (www. soa. org, n. d. ).

Chemical Imbalance and Depression

Chemical Imbalance and Depression Melissa Creamer PSYC 3002- Developing a Psychology Perspective Project Draft – Persuasive Paper Capella University [email  protected] edu October 2012 Introduction According to some Psychologists, chemical imbalance can lead to depression and other mental illnesses. It is very unclear that depression is one of the possible symptoms of a chemical imbalance. However, chemical imbalance doesn’t lead to every kind of depression seen in the lives of many people. Admin,2012) Approximately five percent of the United States' population experiences a depressive episode that requires psychopharmacological treatment; in any one year, ten to twelve million Americans are affected by depression, with the condition twice as common in females than in males. (Ho, 2002) We all have chemical signals that are called neurotransmitters and they come in a variety of forms like Serotonin, Dopamine, and Norepinephrine. All three of these neurotransmitters pla y a very important role in maintaining normal mood, motivation and concentration.What is Serotonin? Serotonin acts as a neurotransmitter, a type of chemical that helps relay signals from one area of the brain to another. (Bouchez, 2007) In depressed brains, the Serotonin signal had been somehow weakened because of a chemical imbalance in the neurotransmitters. (Mukherjee, 2012) Low Serotonin levels are often attributed to anxiety, depression, panic attacks, insomnia, obesity, eating disorders, migraines, and alcohol abuse. (Integrative Psychiatry, 2012)Treatment for increasing levels of Serotonin in the brain are medication like Prozac, Zoloft, and Paxil.These medications are known to work by making more serotonin in the brain. (Carver, 2002) If we have too much Serotonin you will have this feeling of bliss and it can also produce a life threatening condition known as Serotonin Syndrome. To date there have been no recorded or documented studies proving that the brain levels of Serot onin or any neurotransmitter are in short supply when depression or any mental illness develops. (Bouchez, 2007) Serotonin can be measured in the blood but they are not sure that blood levels effect the brain’s level of Serotonin.The next neurotransmitter that is part of the brain is Dopamine. What is Dopamine? Dopamine is in the area of the brain that is considered to be the neurotransmitter of focus and attention. Dopamine relays impulses across the microscopic spaces, called synapses, which exist between adjacent nerves, thus allowing the propagation of messages from one nerve to the next. (Christensen, 2011) Low levels of Dopamine make concentration and focus very difficult, this is associated with Attention- Deficit- Hyperactivity- Disorder. Carver, 2002) If patients are found to have low levels of Dopamine, you will be prescribed medication that actually slows down the hyperactive by increasing Dopamine boasting the level into normal range allowing them to focus and pay attention. Researchers say that if a patient is found to have prolonged exposure to Dopamine, patients are more apt to  abuse drugs. Most addictive drugs, such as cocaine and  amphetamines, directly or indirectly raise dopamine levels, and the chemical plays a major role in drug-induced highs. WebMD, 2005) The next neurotransmitter that is part of the brain is Norepinphrine. What is Norepinphrine? Norepinephrine is the neurotransmitter often associated with the flight or fight response to stress. Norepinephrine also functions hormones in the body. Low levels of Norepinephrine are associated with a loss of alertness, poor memory, and depression. (Carver, 2002) It has been found that low levels of norepinephrine are in ADHD and depression patients. If the levels are two high patients may feel fatigue, have muscle cramps and a sense of being on edge.Almost all anxiety disorders involve norepinephrine elevations. (Carver, 2002) Psychiatrists would treat low levels of norepinephrine with newer antidepressants like Effexor and Serzone. Treatment of high levels of norepinephrine the psychologist would prescribe GABA, also known as Gamma-Aminobutyric Acid. Summary and Conclusion As I stated in my debate it is very clear that depression is one of the possible symptoms of chemical imbalance. However, chemical imbalance doesn’t lead to every kind of depression seen in the lives of many people. Admin, 2012) Not all medication has the same dosage. There are many different types of medication that you can have prescribed if your brain is low or has high neurotransmitters such as Serotonin, Dopamine, and Norepinephrine. If you feel like you are depressed go and see a Psychologist, so the correct medication can be prescribed to you. References Admin (2012). Is  depression  caused by chemical imbalance in the brain? Retrieved from http://smartsdepression. com/2012/04/27/is-depression-caused-by-chemical-imbalance-in-the-brain. Bouchez, Colette, (2007).Serotonin: 9 Questions and Answers. Article is a WebMD feature. Retrieved from http://www. webmd. com/depression/features/serotonin. Carver, Joseph MD, (2002). The â€Å"Chemical Imbalance† in mental health problems. Retrieved from http://www. drjoecarver. com/clients/49533/file/chemical%20imbalance. html. Christensen, Stephen, (2011). Depression treatment with dopamine. Retrieved from http://www. livestrong. com/article/362623-depression-treatment-with-dopamine/. Ho, Kathryn, (2002). Serotonin ; Depression. Retrieved from http://serendip. brynmawr. du/bb/neuro/neuro99/web3/ho. html Integrative psychiatry, (2012). Serotonin. Retrieved from http://integrativepsychiatry. net/serotonin. html. Mukherjee, Siddhartha, (2012). Post-Prozac Nation. The Science and History of Treating Depression. Retrieved from http://www. nytimes. com/2012/04/22/magazine/the-science-and-history-of-treating-depression. hmtl. WebMD, (2005). Dopamine  may play new role in  depression. Article is from WebMD new s archive. Retrieved from http://www. webmd/depression/news/20050728/dopamine-may-play-new-role-in-depression. .

Hypodermic Syringe Model - 1453 Words

Using material from Item A and elsewhere, assess the usefulness of the Hypodermic Syringe Model of the Mass Media (33 marks) The Hypodermic Syringe Model suggests that the media are strong and the audience is weak and passive. This means that the messages the media portrays, society will instantly believe without questioning the ideas and morals behind this. The model suggests that children are more susceptible to the messages in the media and accept the information provided as they have not fully developed social skills. In addition to this, the media is thought to ‘inject’ the audience with their beliefs, of whom would automatically agree with this view. The Hypodermic Syringe Model notes a direct correlation between violence portrayed†¦show more content†¦This criticises the Hypodermic Syringe Model as the model suggests that people who view the behaviour will not question this and will act in this way in the future. The Hypodermic Syringe Model fails to acknowledge that the media provides the viewers with the effects of the violence on the individual. The viewer is less likely to repeat the images and violence acted upon in the media after viewing the violence and the effects this could have on themselves therefore suggesting that the Hypodermic Syringe Model does not ‘inject’ their messages into the minds of the viewers. It can be suggested that there is not enough research in this particular area of Sociology as many findings are as a result of artificial surroundings, for example the Bandura experiment. With little support for the Hypodermic Syringe Model, the assumptions of this model can neither be true or false. This can be supported by Gauntlett (2008) who found that most of the studies on the Hypodermic Syringe Model or media violence and imitation were conducted in an artificial environment, this meaning that some of the effects recorded from this experiment may be due to other factors, not how the person would act in a real situation. The Hypodermic Syringe Model suggests that children are more vulnerable to the violence and messages portrayed in the mass media, however this can be criticised as children may not be affected asShow MoreRelatedEssay on The Hypodermic-Syringe Model815 Words   |  4 PagesThe Hypodermic-Syringe Model The hypodermic syringe model suggest that the media is alike a magic bullet and when an audience is targeted it will immediately be knocked down when they are hit. The hypodermic-syringe model also suggests that society is passive and the media â€Å"inject† their media influence into society and manipulates it. 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