Effects of food advertising in Australian Television on Children aged 5

Abstract This research is an in exploratory examination of the possible correlation between TV food adverts targeted at children aged between 5-12 years and their parents being persuaded to purchase the advertised products.Advertising We will write a custom essay sample on Effects of food advertising in Australian Television on Children aged 5-12 years. specifically for you for only $16.05 $11/page Learn More It uses a content analysis of a sample of ads aired on TV during children’s programming and interviews with 50 parents to examine how food advertising may influence children’s eating habits and their parents’ attitudes on the subject. Introduction Food advertisements are common in many developed countries. These advertisements are mainly used to entice consumers especially children. According to the Young Media Australia (1997 p.1), Australia is one of the nations with the highest number of food advertisements aired during child ren programming. Many studies indicate that a large number of the food products advertised in the Australian TV channels contain high levels of fats and sugar which are associated with a myriad of health problems including obesity. Interestingly, these advertisements are mainly aired during children programming. However, the main problem does not lay on the timing but the contents of the advertisements. Because of these advertisements, children are bound to show preference for these high fat and sugar containing foods at the expense of other food products that are healthy and highly nutritious(Gantz, Schwartz, Angelini Rideout, 2007 pp 8-11). This has been a subject of controversy among many stakeholders especially parents. In this debate, the relevant authorities especially the Australian Communications and Media Authority Children’s Television Standards have been put on the spot as to why they are not putting measures to address the situation (ACMA, 2005 p.6). The rational e for carrying out this research is to evaluate the impact of food advertisements on children aged between 5-12 years in the period between 2005 and 2010. The study awakens awareness on the role played by media in shaping eating habits.Advertising Looking for essay on advertising? Let's see if we can help you! Get your first paper with 15% OFF Learn More Previous research has shown that food advertising is very instrumental in persuading children to consume unhealthy foods and this has raised concern by parents (Harding, 1999 p.7). This study will examine parents’ attitudes on food advertisements. It will also expound on the measures put in place to counter the effects of food advertisements. Problem Statement There has been a big outcry from different parties on the impact of food advertisements on television during children viewing time. It has been argued that such advertisements have negative impact on children and have led to parents becoming more concerned on their children’s eating habits. As a result, it has been argued that they should be banned. Nevertheless, banning such advertisements has many implications and may not be the long-term solution. This current research will substantiate claims on the effects of these advertisements by examining their impacts on children aged 5-12 who have been termed as the major casualties as well their parents’ attitudes towards such advertisements. It is important to study the influence of food advertisements on children in this age range because obesity, a condition linked to unhealthy eating diets is having a toll on Australian children. Failure to address this issue will lead to the children growing up with such conditions, which may lead to other severe healthy complications like high blood pressure. In addition, this research will be an eye-opener to the regulation bodies to tighten their grip. Research Questions This research answers the following questions: Which age group is likely to be affected by food advertisements? Which parts of Australia are mostly affected by food advertisements? Do food advertisements in Australian TV influence children aged 5-12 years? What do parents think about food advertising during children’s TV programming and the Government’s role in regulating it? Research Objectives This study is centered on the following objectives:Advertising We will write a custom essay sample on Effects of food advertising in Australian Television on Children aged 5-12 years. specifically for you for only $16.05 $11/page Learn More To establish whether food advertisements in Australian TV during children programming have any negative effect on children aged 5 to 14 years. To establish whether food advertisements in Australian TV during children programming have any effect on parents’ attitude regarding their children’s eating habits. Epistemologies and theoretical perspectives The ep istemologies that will be used in the research are: Objectivism (Use of content analysis) In objectivism, the research will attempt to find out the truth concerning the effects of food advertising on children. Subjectivism Under the research will establish whether the widely held belief that food advertisements are harmful to children is true. Research paradigms The research paradigms are: Positivism The research falls under the positivist paradigm as it has used a content analysis of advertisements. Interpretivism Interpretivism is applied in the study as it seeks to collect data on the parents’ interpretations of the influence of these ads may have on their children and their own buying habits. It tries to understand the correlations between food advertising on TV during children’s programming and the consumption of unhealthy food by children Critical paradigm Under critical paradigm, the research is a call for the relevant authorities to regulate food advertisements during children programming as they having healthy implications on the child-consumer.Advertising Looking for essay on advertising? Let's see if we can help you! Get your first paper with 15% OFF Learn More Literature Review Many scholars have dedicated their research on the impact of advertisements to the consumer fraternity (Watts, 2007 p. 8, Harding, 1999 p. 12 and Turner Crowle, 2010 p.7). The high number of marketing avenues provided by the ever-growing media technologies has necessitated this. One of the media where advertisement has been successful is on the television. Advertisements contain different contents and target different audiences. There are those marketing cosmetics, drugs or even food products. Most of the food products advertised on television are composed of sweets, fast foods and snacks and targets children (McGinnis, Gootman Kraak, 2006 p.23). Advertisement targeting children is a recent phenomenon. In deed, its evolution goes hand in hand with that of the television which became commonplace in households from the twentieth century. In modern times, the phenomenon has been boosted by the fact that parents are spending more on home entertainment, a fact that has given markets an added advantage and therefore enabling them to reach more markets in such children channels like Cartoon Network and Nickelodeon. Another factor that has enabled that is given advertisers targeting children an upper hand is because parents have a high pester power. This means that they have more money at their disposal that they are willing to spend in buying goods for their children now than in the past. This has been necessitated by many factors like small family sizes, family planning and earnings from both spouses (Media Awareness Network, 2010 p.1). Given that parents have high purchasing power, they are likely to give in to the pestering demand of their children. Further, these ‘unhealthy’ and fast foods are also convenient for busy parents. The parents themselves must have grown up on these fast foods when they were not considered unhealthy as today. Though a recent phenomenon, advertisers targeting children have gone a step ahead to ensure that a child will get what he or she wants when they go shopping with their parents. This is because modern advertisements targeting children address them as consumers in their own making and therefore the advertisers enables marketers to come up with ways of making their brand known which would in return influence the children’s buying habits (Harding, 1999 p.4). The American Psychological Association has criticized this move by advertisers to exploit children, though not per se because of a number of reasons. The prominent is that children do not depict the traits needed for the mature assessment of advertisements. These traits include the ability of distinguishing commercial and non-commercial contents. The other trait is the ability of attributing persuasion to advertisements and therefore critically interpreting the advertisement’s message (John, 1999 p.12). The American Psychological Association holds that at the age of four, children consider advertisements as enter tainment while from six to seven years they hold that they contain information. Though a bit grown, at the age of seven and eight years, they cannot differentiate between information and persuasion. At ten to twelve years, children are already entering teen hood and therefore comprehend aims of advertisements but are not able to expound on sales techniques (Kunkel et al, 2004 p.13). In a nut-crack, the effects of food advertising are many. There is substantial evidence pointing that food advertising leads to consumption of junk foods that lead to weight related complexities like overweight and obesity among children. By 2010, the World Health Organization estimates of children with overweight concerns stood at 42 million (WHO, 2010). In the period between 2007 and 2008, Australia had an estimated eight percent of her children being obese while seventeen percent were overweight (Turner Crowle, 2010 p.5-12). There is a high likelihood of obese or overweight children growing up to obe se adults and as a result prone to attack by chronic diseases like high blood pressure and diabetes (WHO, 2010 p.1). This then poses a challenge for society due to health and production costs. Although such ailments have a direct effect on the affected country’s economies, the full affects narrows down to the parents of the affected. That is why parents are increasingly becoming aware of the risks imposed by food advertising during children programming and therefore necessitating the need for the relevant policy makers to act appropriately. If a report by American Kaiser Family Foundation in 2007 is anything to go by, half of the advertisements during children programming is dedicated to food advertising (Gantz, Schwartz, Angelini Rideout, 2007 p. 8-11). These scholars further add that during the time at which children are most likely to be viewing television, there are no advertisements marketing fruits and vegetables though these are healthy products. Gantz et al, (2007 p. 9) also found out that apart from the products advertised making use of the appeal of taste; they also capitalized on other areas as if the alleged novelty and health benefits derived from the products with some said to contain important nutritional elements. Watts (2007 p.7) concludes that food marketing is â€Å"almost always for unhealthy products and this plays an important role in encouraging unhealthy habits which are likely to continue into adulthood†. Research has also shown that food advertisements on TV not only affect food choices but also impact on brands and categories bought. The British Heart Foundation also found out that the effects of advertisement are enhanced by a number of factors. Simply put, it is not just the simple advertisement that leads a child to buy a certain junky product. Other factors include how the products are packaged, endorsements from celebrities, color and shape of the products as depicted on the advert as well as peer pressure (Watts, 2007 p.10). Lobstein et al (2005 p.12) identifies a positive link between the number of food advertisements on television and obesity cases in children across countries. Going by this study of February 1996, Australia and the US topped the list of countries with high number of food advertisements during children programming. The former had 39.2% of children viewing time dedicated to food advertisements while the latter recorded 44.4%. As a result, obesity prevalence stood at 19.9% in the US and 26.0% in Australia. Else where in Sweden during the same period, it had 21% of children programming devoted to food advertisement resulting to 16% obesity prevalence (Lobstein et al, 2005 p10). The above study and other researches done by different scholars all point out that there is in fact a close link between food advertisements and poor food choices as well as an overall poor diet increasing obesity complications(Ofcom, 2006 p.1). Although this established link between adiposity and food advertisements exists, it is more difficult to prove the causative link between overweight or obesity and food advertisements. This is because cases of obesity and overweight are caused by multiple factors and therefore food advertisements cannot be studied in isolation and extrapolated as an everyday life cause of the complications. Nevertheless, the counter argument still stands and therefore this provides for a call of the concerned authorities to take up the challenge and reduce children’s exposure to these harmful advertisements. The Australian Communications and Media Authority came up with new standards concerning the amount of advertising that can be aired during children’s programming. The ACMA dictates that the maximum number of advertising period is 10-13 minutes per hour for programs aimed at children aged below 14 years. The imposed restrictions are also applicable to the repetition of such advertisements. Each advertisement should be aired for a maximum number of two times in a span of 30 minutes (ACMA, 2005 p.3). The Australian commercial television industry works under these guidelines. Despite the imposition of the above restrictions, food advertisements continue to lure many children to consuming unhealthy foods. As such, there is need for a concerted effort by the government as well as marketing and consumer groups in order to ameliorate the content and regulation of food promotion to children. Television advertises can aid by directing their marketing prowess in relaying healthy food messages instead of the current junky foods they advertise while the food industry acts as the medium in which all these are taking place (Hastings, 2003 p4). Research methodology The research will be conducted in a sample population of fifty parents and hundred children drawn from all parts of Australia. Sampling Data to be used will be generated from random samples of videotaped television programs from a sample of TV channels namely Channel 7, channel 9, channel 10, Nickelodeon and free view channel like go. These channels will be selected because they are popular with children. As such, children are bound to watch them more than any other channel. The recording period will be seven days selected when during holidays when most of the children are at home. The advertisements content analyzed will be those aired during children programming slots between 7:00-8:00 am and 8:00-8.30 pm on weekdays as well as 7:00-11:30 am on weekends. Coding The data from the content analysis will be coded using a prepared coding manual and entered into a database using MS Excel. The spreadsheet will have columns for entering the name of the TV program, time slot, and number of times each advertisement was aired in each program, number of advertisements per break, the advertisement duration. Others will include brand name of product advertised, type of product advertised (e.g. Junk food, fast food restaurant, healthy food, toys, sugarcoated c ereals, candy, crisps and pastries soft drink, sugared drinks, etc.). If children were portrayed in the ad and how (e.g. eating, playing, active, dancing, happy, fun, etc), how Commercials advertising are designed to attract and hold children’s attention to the food product (e.g. Action, sound effects, and loud music, cartoon, animation etc)? Opinions of parents on these advertising will be collected by use of a telephone survey using computer assisted telephone interviewing undertaken in the same period the advertisements will be recorded. A representative sample of parents of children aged 5-12 years living in different parts of Australia will be selected for the survey. The researcher will use the services of a market research company to undertake the interviews because such companies have extensive databases comprising of representative samples of telephone numbers used for weekly national telephone surveys, hence providing access to the target audiences. The questions th at will be used in the interview are contained in the appendix of this paper. Data from the content analysis will be analyzed using SPSS version 14.0 for Windows and interview data will be analysed using the grounded theory method and NVivo software. Coding manual During content analysis, a food advertisement will initially fall in three categories. These include a non-food ad, a healthy or core food ad, and an unhealthy or non-core food ad. A food advertisement will be termed as a health or core food if it advertises breads and cereals; fruits and vegetables; dairy and dairy products; meat and meat alternatives and baby foods. Unhealthy or non-core food advertisements will be viewed as those belonging to the following categories: chocolate and confectionery; fast food and takeaways; cakes and biscuits; snack foods; fruit juice; alcohol, and fruit juice. Others in this category will include desserts; infant and toddler formulae, tea; coffee, and chewing gum. An advertisement will be taken as directed to children if it uses child-oriented premium offers like prizes and giveaways, jingles and cartoons, if it emphasizes on fun, excitement and happiness, and if it hints that, the product will make children special or superior. In addition, the ad will be taken as children-focused if it uses famous children celebrities and sports stars to promote a product and lastly, if it directs pleads with children. If a food advertisement will be found to be directed at children, reviewers will determine if it has breached any Industry Code of Practice Guidelines on children advertisements. Variables Independent variables An independent variable is the central part of any research. It is secluded and manipulated by the researcher. An independent variable is chosen by the researcher to determine its link to an observed phenomenon. Since this research will be based on a social science subject, it is bound to have a number of independent variables. These included the types of foo d advertised, time slot and duration of the food advertisements, geographical locations of the TV channels, and age of children. Dependent Variables A dependent variable is the outcome of any research. Since the research is centered on the influence of food advertisements on children aged 5-12 years, the dependent variable in this case will be the level of influence that such ads have on children inn the specified age category. Another outcome of the research, and hence, a dependent variable is the parents’ attitudes concerning food advertisements directed to children. Budget The research will incur numerous costs given that the sample population will have to be drawn from all parts of Australia. This will be in form: Remuneration for the research company carrying out computer assisted interviews Telephone Computer disks for recording of ads Researcher’s salary for time spent on content analysis Remuneration for the research company carrying out computer assisted inte rviews given the vast data and time variable Stationery and printing Challenges This research poses a number of challenges in this study process. As evident from the literature review section, the research relies heavily on recent research on the topic. This is because, generally, media influence is a highly researched field and, therefore, there are a myriad of resourceful materials on the same. This poses a great challenge on the originality of the whole study as cases of plagiarism may mar its authenticity. The research is also very subjective. It presupposes that TV ads influence children to purchase unhealthy products leading to obesity. The research does not put into consideration other causes of obesity like genetic factors. Though it is exploratory, the study relies heavily on the society’s opinions and therefore is prone to generalizations that may affect the authenticity of the outcome. Ethical Issues The opinions to be obtained in interviews will be based on subje cts with an informed consent to participate in the process. As such, participation will be voluntary. The research will take the necessary precaution not to harm the interviewees’ confidentiality. Another ethical issue that is bound to arise from this research is that parents are likely to be affected by social desirability when interviewed. They may, therefore provide misleading information to interviewers in order to impress them. Interviewees may also find the subject of the interview prying since they may be victims of unhealthy food advertisements. For instance, parents could be purchasing takeaways and other fast due to being busy and not being advertisements. In addition, fast foods are cheaper than core foods, an act that may attract the economically challenged. Precautions In order to avoid stalling the study, there is need for the interviewers to maintain a high degree of courtesy during the interviews so as not to arouse the interviewees emotions hence interfering with the authenticity of the data collected. The interviewer should also state their mission before in order to prepare the other party psychologically. There should also be a guarantee of anonymity to the subjects in cases where any sensitive information like their race, salary, religious affiliation is requested. Reference list *Australian Association of National Advertisers (AANA), 2004, Commercial Television Industry Code of Practice, [online], http.aba.gov.au/contentreg/codes/television/documents/Code of Practice- July 2004.pdf *Australian Communications and Media Authority (ACMA), 2009, Review of the children’s Television Standards 2005: final report of the review [online], http://www.acma.gov.au/webwr/aba/contentreg/codes/television/documents/revie w of percentage 20childrens_tv_standards_2005.pdf Crowle, J Turner E, 2010, Productivity Commission staff working paper, Childhood obesity: an economic perspective, Productivity Commission, Melbourne [online], http://www. pc.gov.au/__data/assets/pdf_file/0015/103308/childhood-obesity.pdf Gantz, W, Schwartz, N, Angelini, A Rideout, V, 2007, Food for thought: television advertising to children in the United States, Kaiser Family Foundation, [online] http://www.kff.org/entmedia/upload/7618.pdf Harding, E, 1999, ‘Pester power vs. purchasing power’, [online], http://www.fim.uk.com/articles/pesterpower.html *Hastings, G, Stead, M, McDermott, L, Forsyth, A, Mackintosh, A, Rayner, M, Godfrey, C, Caraher Angus, 2003, Review of research on the effects of food promotion to children, final report, Center for Social Marketing, University of Strathclyde, Glasgow. *John, D, 1999, Journal of Consumer Research, ‘Consumer socialization of children: a retrospective look at twenty-five years of research’ Kunkel, D, Wilcox, B, Cantor, J, Palmer E, Linn, S Dowrick P, 2004, Report of the APA taskforce on advertising and children: psychological issues in the increasing commercialization of chi ldhood, American Psychological Association, Washington,[online], http://www.chawisconsin.org/Obesity/0 2ChildAds.pdf *Lobstein, T, Dibb S, 2005, ‘Evidence of a possible link between obesogenic food advertising and child overweight’, Obesity Review 6(3). *McGinnis, M, J, Gootman, J, A, Kraak, V, I, 2006, Food marketing to children and youth: Threat or opportunity? Food and Nutrition Board, Board on Children, Youth and Families, Institute of Medicine of the National Academies. *Media Awareness Network, 2010, ‘How marketers target kids,’ [online], http://www.media- awareness.ca/english/parents/marketing/marketers_target_kids.cfm Moore, E, 2006, It’s child’s play: advergaming and online marketing of food to children, Kaiser Family Foundation, [online], http://www.kff.org/entmedia/upload/7536.pdf Ofcom Department of Office Communications, 2006, Television advertising of food and drink products to children: Options for new restrictions, Update of Consultation document. *Watts, R, 2007, British Heart Foundation and Children’s Food Campaign, Protecting children from unhealthy food marketing, [online], http://www.sustainweb.org/pdf/Protecting_Children_Report.pdf World Health Organization (WHO), 2011, ‘Childhood overweight and obesity’ [online], http://www.who.int/dietphysicalactivity/childhood/en/index.html *Young Media Australia, 1997, Sugar foods and fast food frenzies: Report on the good for you or good to eat project, YMA, Adelaide, SA. NB * Primary sources The rest of the references are secondary sources Appendix Proposed Interview Questions Which part of Australia do you come from? Which age group do you think is mostly affected by advertisements? What do you think of children’s advertisement? What products have you seen advertised? Are some of the products advertised on food? Can you identify some? How were the products you identified advertised? What do your children think of these adverti sements and the products advertised? Do they ask to have the products after they have seen them advertised? How do you react then? This essay on Effects of food advertising in Australian Television on Children aged 5-12 years. was written and submitted by user Iker Klein to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

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Winstanley et al (1996) indicated that ethical concerns, such as job insecurity and insufficient regard for the autonomy of staff, should be expressed when criticizing contemporary HRM; it is also important that HR professionals engage with ethical issues. However, some researchers think that the ethical treatment of employees is impossible. Claydon (2000) explained it on the basis of the Marxist perspective on capital and labour relations. He thought that fundamental contradiction exists between capital and labour, so it is impossible to make working conditions more ethical. In addition, Legge (2000)- from the perspective of utilitarianism- indicated that even though it is likely that ethical HRM will be found among the core workers, it is difficult to be found among sub-contracted or agency workers. The study by Friedman (1970 cited in Greenwood, 2002) suggested that business has sole responsibility of making profit for its shareholders and should maximize its profits. He believed that the social responsibility is fundamentally contrary to the principle of free-market economy. This classical view emphasized the sole benefit of shareholders, which was related to ethical egoism; it implies that corporations should pay little attention to building CSR into management system. This classical view was countered by stakeholder theory, which not only presents a conceptual framework of analysis of HRM (Ferrary, 2009), but also offers corporations a new way of thinking organizational responsibilities (Jamali, 2008). The stakeholder theory was defined by Freeman (1984) that managers have a responsibility to attend to all who has a stake in organizations. Similarly, Greenwood and Cieri (2007: 128) indicated managers must act in the interests of stakeholders and management must engage stakeholders in decision-making. Freeman (1984) also gave the definition of stakeholder as any group or individual who can affect or is affected by the achievement of organization objectives, consisting of shareholders, employees, customers and suppliers. In addition to traditional interest groups, local communities and environment- regarded as silent stakeholders- should be included (Simmons, 2004 cited in Jamali, 2008). This theory suggested that corporations should turn attention to considerations beyond direct profit maximization, because the needs of shareholders cannot be met without satisfying to some degree the needs of other stakeholders (Jamali, 2008). Since employees are regarded as key stakeholders, corporations must be responsible for staff and take them into consideration to large extent in managerial decision making. It implies that HRM should be linked to CSR. Papasolomou et al (2005) illustrated CSR actions to employees, such as building family-friendly work environment, sharing information with staff, offering equal reward and pay, administering diversity management in terms of selection and promotion, providing training and long-term development to all staff as well as encouraging staff engaging in social activities. Moreover, some researcher (such as Friedman) emphasized that companies should put the profit object first (Woodall and Winstanley, 2000), so CSR actions are minimized. It seems that primacy of the profit motive becomes a primary reason why researchers and managers oppose to connect HRM with CSR or minimize CSR activities. Some researchers questioned whether the company can obtain returns when adopting CSR initiatives (Heugens and Dentchev, 2007). On the contrary, many researchers hold that CSR can offer potential profits and improve long-term corporate profitability. Brammer et al (2007) indicated that it pays off when HRM is linked with CSR, on the ground that CSR is beneficial to the attraction, retention and motivation of employees. Similarly, Bohdanowicz and Zientara (2008) considered that corporations can get payoff in the long run if they treated ethically to employees. In addition, CSR play a critical role in enhancing employees job satisfaction and further organizational comm itment, both of which affect employees performance and workplace behavior (turnover and workplace deviation). Melynyte and Ruzevicius (2008) also hold similar views: the combination of CSR and HRM does indirect positive influence to the organizations financial results through influencing staffs morale, job motivation and loyalty to organizations. Furthermore, in the study by Michie and Sheehan-Quinn (2001 cited in Viljanen and Lahteenmaki, 2009), soft HRM approach, named as high-road HRM, regards employees as resource, which is valuable to continuously develop, and makes efforts to increase employee commitment. On the contrary, hard HRM, called as low-road HRM, is lack of organization promise to job security and pay little attention to the staff training. It seems that soft HRM advocate HRM should be linked to CSR whereas hard HRM do not take CSR into account. However, Legge (1995) indicated that even though some corporations make a display of soft HRM, it is hard in reality. 2.2 HRM should be linked with CSR On the basis of analysis of previous academic debates, the author personally supports that HRM should be linked to CSR. It will be explained from four aspects. Above all, it is possible to integrate HRM with CSR, although some writers explained the impossibility of this kind of integration (as mentioned above, Claydon and Legge). In the study by Vuontisjarvi (2006), sub-themes of CSR, which refer to the integration of CSR and HRM, were identified: training and development, employee involvement, job security, employee health and well-being, equal opportunities, work-life balance and diversity management. Many corporations took on a series of HRM practices which is linked with the principle of CSR. In the case of PSA Peugeot Citroen, which is a famous French car manufacturer, diversity management was adopted. This company not only sought diversity workforce through recruiting a ration of non-French employees and secondary school graduates in the local city, but also ensure the equal treatment of each staff and non-discrimination. In 2003, the company recruited 129 non-French employees (including 45 women), who are in position of engineers and managers, which account for 10% of new staff. In addition, age issue also was taken into consideration. In 2003, 60% of new staff were younger than 30; 13% of new staff were older than 40. Furthermore, all employees had equal rights to be informed what vacancies are available because all the information was publicized on the company intranet. Further measures also include offering apprenticeships to people who were difficult to find job. (Syed an d Kramar, 2008) In addition to PSA Peugeot Citroen, many cases- such as retraining programme offered to staff by Deutsche Bank in the climate of redundancy (Syed and Kramar, 2008)- prove the feasibility of integration of CSR and HRM practices. Secondly, according to stakeholder theory, firms not only meet the requirements of shareholders but also satisfy employees. A series of responsible HRM practices- such as work-life balance (offer female employee childcare support or flexible working time) as well as initiatives mentioned above- meet the requirements of staff. Moreover, in addition to money, employees are also provided the the feeling of meaningfulness and possibility to take responsibility for quality of future generations life (Melynyte and Ruzevicius, 2008). That companies offer chance to staff to join social activities meet the psychological needs of employees. Given these reasons, HRM should be linked with CSR. Thirdly, the issue of business profitability becomes the bones of contention. Some researchers refuse to build CSR into HRM practices because of consideration of the corporation profits. However, a lot of research (as mentioned above) indicates that potential profits can be obtained if companies effectively incorporate CSR rules into HRM practices. In the case of Scandic (Bohdanowicz and Zientara, 2008), a famous hotel in Scandinavia, CSR was embedded into HRM, which is a part of Omtanke programme. Scandic strives for treating equally all staff. For instance, when the company planed to design new working clothes, different nationalities of employees were taken into consideration. As a result, headband, a part of uniform, is not compulsory to wear. Moreover, all staff were congregated to discuss what CSR actions to community should be adopted. Employees were offered opportunities of information sharing as well as rights of participation of decision-making. In addition, with regard to employee health, the hotel propagated the information about cancer to employees in the form of lectures; the company also assisted staff to quit smoke through offering guidance. Scandic showed that the firm indeed cared for its staff by implementing these initiatives (equal treatment, information sharing as well as health of employees). The outcome of this study revealed that these responsible HRM practices were beneficial to enhancement of employees job satisfaction (employees feel that they are cared), thereby affecting work performance and behavior. As a result, employees performance well, namely offering the high quality of service for customers and the turnover has decreased, all of which are regarded as potential profits of corporation. Therefore, CSR principles should be integrated into HRM practices because it benefits for company by improving job satisfaction, enhancing organizational commitment, advancing employees performance and decreasing the turnover. Finally, even if CSR is sometimes described as window-dressing, it actually helps corporations to establish good image and reputation, which is conducive to HRM. The company who takes CSR measures is more attractive to candidates (Greening and Turban, 2000, cited in Brammer et al). In modern times, CSR has become the trend, potential employees, especially new graduates, prefer to work in the corporation which has strong social responsibility and good reputation. Likewise, Bohdanowicz and Zientara (2008) indicated that socially responsible company can more likely attract and retain employees who care about green issues. In addition, since the company which integrates HRM with CSR advertises the equal treatment and non-discrimination during recruitment and promotion, potential staff are more likely to apply for this kind of company. Therefore, CSR help the corporation to have competitive edge over other firms which pay little attention to CSR initiatives during recruitment Furthermore, employees are always proud of working in socially responsible firm which has good reputation, thereby they have more loyalty and commitment to the organization, which makes employees stay longer in this company (Bohdanowicz and Zientara 2008). In the case of Babyfood which is famous for socially and environmentally responsible food company, a good reputation is considered as the primary factor enhancing staffs loyalty and motivation. The research show that although employees satisfaction is not pronounced compared with other food companies, and salaries are even lower than average in this industry, staff are still willing to work in this company due to its good reputation. Babyfoods rate of turnover is 20% lower than food industry average. (Lamberti and Lettieri, 2009) In sum, Since CSR, leading to good image of company, is beneficial to recruitment and retaining of employees, CSR should be embedded into HRM. Additional advantages of integration of HRM and CSR were identified in the study of Melynyte and Ruzevicius (2008): establishing partnership environment, increasing customers satisfaction and trust as well as attracting external investments. All in all, HRM should be linked to CSR because of its feasibility and positive effectiveness. 2.3 Links between HRM and CSR HRM refer to the issues in people management and treatment of employees; many CSR approaches stress the significance of meeting the requirements of employees who are regarded as key stakeholder. Therefore, how to deal with employees becomes a key point when analyzing the link between HRM and CSR. In addition, Syed and Kramar (2008) indicated that the integration of HRM and CSR can be achieved when they get support from employers, investors as well as institutions. Melynyte and Ruzevicius (2008) reviewed previous research about links between HRM and CSR and then summarized three forms of links. 1) CSR functions identical to HRM functions (interdependent link). 2) HRM functions making impact on CSR (SR activities emerging from HRM). 3) CSR functions making direct or indirect impact on HRM (how SR activities make impact on HRM). The first one includes removing child and enforced labor, establishing healthy and safe work environment, safeguard individual rights, offering job security, producing the process of justice, ensuring equal treatment of staff and diversity management, designing reasonable and flexible working hours (e.g. holiday time and work at night) as well as equal pay and welfare benefits. Secondly, HRM functions can influence CSR. Many practices can be identified. a) HR manager can plan and initiate CSR activities, such as mobilizing employees to recycle paper. b) The process of recruitment, selection and dismissal can be judicial and transparent. c) Managers share information with employees and staff participate in decision-making. d) When companies are faced with changes, HR manager still need to take social responsibility into consideration and ensure staff rights. e) Corporations provide continuous training to employees. f) Employers strive for meeting staff needs, such as addressing the issue of work-life balance and providing medical insurance. Finally, CSR functions also influence HRM. For example, while recruiting, CSR activities are advertised in order to attract competent candidates. In addition, social responsibility issues are introduced to staff. Moreover, employees engage in the CSR activities initiated by companies they work in. Furthermore, CSR can be used as an element of the system of appraisal, reward and promotion (Syed and Kramar, 2008). Part three: the link between HRM and CSR in the circumstance of global financial crisis In the current social-economic environment, global financial crisis is ongoing, thereby leads to mass restructuring and redundancies. A number of HR actions are conducted to react to the economic crisis. Many debates about CSR or ethics and HRM emerge. Based on different perspectives in precious research, the author will explain her own view: in the climate of global financial crisis the link between HRM and CSR is still realistic. Mankelow (2008) indicated that responsible HRM are adopted because employees are regarded as key resource to maintain competitive edge in market. The purpose of CSR actions to employees is to improve work efficiency and increase business profitability. It implies that although the importance of CSR is admitted, it after all services for the business profits and is inferior to the significance of corporation benefits. In the current financial crisis, it is no doubt that companies fight with survival firstly and CSR may be neglected. In addition, He suggested that socially responsible activities to staff are subject to certain conditions. It seems that CSR should base on appropriate economic conditions; it is a challenge to connect CSR with HRM in the face of tough economic environment (Mankelow, 2008). Although the link between HRM and CSR is questioned in current environment (can company can afford CSR in global financial crisis? Or CSR should be subject to business benefit, and the current condition does not permit the implementation of CSR), some researchers indicate the possibility that CSR is embedded into HRM in the environment of financial crisis. For example, In the study by Jones et al (2000), good image and reputation, established through CSR actions and other initiatives, can protect corporations from the decline of market in the chaotic economic environment; the stock price of firms with good image fall less than those without good reputation. Schnietz and Epstein (2005) held a similar view. Therefore, CSR is conducive to financial performance even in such tough circumstance. Furthermore, some researchers consider that it is costly to embed CSR principles into HRM practices. For instance, many employers are unwilling to notify downsizing plans in advance, which is a responsible HRM practice, on the ground that the productivity will decrease, employee will lose morale and turnover increase, all of which is costly (Leana and Feldman, 1992, cited in Forde et al, 2009). On the contrary, Hopkins and Hopkins (1999, cited in Forde et al, 2009) suggested that advance notification virtually minimize the costs, because it alleviates the pressure of post-layoff through retraining employees and offering counseling. It implies that some actions comprising CSR principles can be helpful to cost-saving. In current climate of global financial crisis, redundancy and restructuring is inevitable. However, it does not mean that the link between HRM and CSR is unrealistic. Socially responsible restructuring is identified, which embed CSR principles into restructuring. It was defined as the use of one or more approaches to consciously take into account the interest of all the organizations stakeholders- managers, owners/shareholders, workers, as well as the large community (International Labour Organization, 2002, cited in Forde et al, 2009). Since restructuring and redundancies are also parts of HRM functions (Redman and Wilkinson, 2001), socially responsible restructuring can be regarded as special integration of HRM and CSR in special economic circumstance. Forde et al (2009) proposed that- from the perspective of business case- socially responsible restructuring are implemented because it can be beneficial to the competitiveness of company. However, Heller (2009 cited in Forde et al, 2009) argued that with the intensity of global financial crisis and increases of redundancy, fewer corporations take up socially responsible restructuring. In fact, Legislation and labor market policies are enacted and implemented to advance companies to adopt socially responsible restructuring measures. For example, Trade Adjustment Assistance Act is used to promote social accountability when redundancy and layoff increase (Office of the US Trade Representative, 2009, cited in Forde et al, 2009). Therefore, with the support of legislation and government policies, the link between HRM and CSR is realistic even if it is faced with deepening economic crisis. Viljanen and Lahteenmaki (2009) analyzed different HR reactions to global financial crisis from two HRM philosophies: hard and soft. Hard HRM is in pursuit of maximal short-term saving and obtain cost efficiency by direct personnel cuts. On the contrary, soft HRM seek for the maintenance of business in the long run. The HR actions according to this kind of approach include dismiss employees temporarily, implementing pension plans as well as offering support to staff in the face of redundancy (such as outplacement services and retraining). Legge (2005 cited in Forde et al, 2009) concluded that in order to seek for profits, companies are forced to take hard HRM actions, such as direct personnel cuts. Moreover, collapsed market also compels employers to strive for cost-saving by directly cutting headcounts of employees. It seems that HRM actions easily turn hard in the circumstance of global financial crisis. It is indeed a challenging for company not only to strive for survival in tough environment and make the balance of short and long term profits, but also to maintain its good reputation and performance reliable employer. Although these activities appear to be hard in common situation, when they are located in the climate of economic crisis, HRM seems not to be hard. It is possible to integrate CSR with HRM during global financial crisis. (Forde et al, 2009) It is impossible that companies can meet requirements of all stakeholders (including shareholders and employees). In the tough economic environment, what firm can do is to strive for minimizing the loss of benefits of all stakeholders and avoid direct personnel cut (hard HRM). Therefore, CSR can play a potential role in restructuring, on the ground that socially responsible restructuring minimize negative influence of layoffs and redundancy. whilst at present we do not have a viable CSR tool for the successful anticipation and management of corporate change, there are a range of possibilities for connecting restructuring to CSR (Forde et al, 2009). It affirms the viability of the link between HRM and CSR. Indeed, considering that in the environment of financial crisis CSR is beneficial to financial performance, that some actions comprising CSR principles can minimize the costs and that socially responsible restructuring are promoted by legislation and government policies, it is realistic and feasible to integrate HRM with CSR in current economic environment. Three case studies will be illustrated to prove that such link is possible in the face of tough economic environment. In the case study of steel industry in the UK (Corus and ASW), previous to the declaration of layoffs, both Corus and ASW offer high level of training which enhances the employability of employees and help them adapt to changing environment. In addition, ASW held a formal meeting to notify employees in advance that company will lay off staff because of unstable financial situation. During the period of announcement of layoffs, Corus did not put layoff planes into action immediately. Instead, it offered 90-day consultation time. Moreover, in the period of implementation of layoffs, companies establish equitable criteria to choose employees who should be laid off. At Corus plants, workers who were voluntary to leave were hunted prior to the adoption of compulsory redundancy; early retirement schemes were implemented, namely employees, in the age of fifty and above, can retire early with sufficient pension. Furthermore, Corus offer criteria for the selection of redeployment. In addition , many support activities were administered, such as offering information about job opportunities and career advice, providing retraining programme as well as offering counseling. Deutsche Bank also did well in combining CSR with HRM practices in the climate of restructuring. Many HRM actions were devised to help staff whom the bank laid off to find another job. Vocational retraining and job coaching (e.g. advice for job applications) were offered. Staff were redeployed by internal temporary work agency. Both internal (e.g. HR advisers) and external counseling were provided. In addition, the bank also offer part-time working and have outplacement activities (Syed and Kramar, 2008). Another case is Hotel Villa Magna-Park Hyatt. In 2007, the hotel implement redecoration programme which lasted for 14 months rather than lay off employees. The company showed that it truly care for staff by providing chances for employees to participate in all activities (Bohdanowicz and Zientara, 2008). In a sense, the integration of HRM and CSR is realistic by insert CSR principles into redundancy and restructuring, even though it is different from the responsible HRM practices in normal circumstance (such as job security and work-life balance). Part Four: conclusion In this research, the author demonstrated that HRM should be linked to CSR. It was explained with references to academic debates from four aspects. Firstly, such link is feasible on the ground of reality that responsible HRM actions are actually adopted by many companies. Secondly, according to stakeholder theory, corporations should strive for meeting the requirement of all stakeholders (including shareholders and employees). CSR actions can meet the psychological needs of employees. Next, the integration of HRM and CSR can bring about potential profits by improving job satisfaction, enhancing organizational commitment, advancing employees performance and decreasing the turnover. Finally, CSR is conducive to establishment of good reputation of companies, thereby help employers recruit and retain employees. In addition, socially responsible restructuring is regarded as the special links between HRM and CSR in such tough economic climate. The researcher also proposed that such link is still realistic in the current climate of restructuring and redundancies on the ground that it helps companies set up better reputation, which can alleviate the economic loss of firms in collapsed market, that it can be beneficial to cost-saving in the face of redundancy and that it is supported by legislation and government policies. Although restructuring and redundancy are considered as hard HRM actions, such link seems to be soft in current tough climate.

Biography of Pope John Paul the Second Essay -- Popes Religion Religio

Biography of Pope John Paul the Second The most recognised man in the world, His Holiness Pope John Paul II was born in Wadowice, Poland on the 18th May, 1920. When he was born he was given the name Karol Jozef Wojtyla, Karol after his father and Jozef after the father of Jesus Christ. He was referred to affectionately as Lolek. By the age of 21 the Pope had experienced great loss with the deaths of all the immediate members of his family. His mother died when he was only 8 years old, his elder brother, a doctor, when he was 12 and his father when he was just 21. His father had dreamed of seeing his son enter the priesthood, but unfortunately he did not live to see him become a priest. As a schoolboy the Pope was an excellent student and an enthusiastic athlete – he skied, hiked, kayaked and swam. The Pope’s family were strict Catholics, but he had Christian friends and Jewish friends – in a time when many behaved in a racist manner towards Jewish people. After graduating from high school the Pope attended the university in Krakow. While at university studying Literature and Philosophy, he also joined a theatre company. In 1939 Nazi Germany invaded Poland. The Nazis closed libraries, and universities – including the one where the Pope studied. They shot people for going to the theatre and even for speaking the Polish language. They even shot priests who opposed them. The Pope also saw his Jewish friends and neighbours being herded into the ghetto. During this time the Pope worked in a quarry and a chemical factory while he studied Theology in secret. â€Å"Any day I could have been picked up on the street, at the factory or at the stone quarry and sent to a concentration camp. Sometimes I asked myself: ‘So many people at my age were losing their lives, why not me?’†. When the Seminary in Krakow re-opened after the war the Pope continued his studies and he was ordained on the 1st November, 1946. Learning was important to the Pope and over the next few years he obtained a number of degrees. As a young priest in Poland the Pope defied the Communist authorities. Privately he advised and encouraged political activists. He developed a Catholic newspaper that conveyed views that opposed those of the communist government. He founded secret clubs for Catholic intellectuals and ran an underground seminary for future priests from ne... ...cognised their importance to the Holy Catholic Church by instituting World Youth day. The first gathering was in 1984 when he invited the youth to gather in Rome for a special celebration - an international jubilee of youth. The following year he invited the youth to come again to celebrate the United Nations International Year of Youth. He was so overwhelmed by the numbers that came that he decided to make it a regular celebration. World Youth Day is held every two years. This year the celebration is being held in Cologne, Germany. The Pope had a large capacity to forgive. In 1981 he was shot in an assassination attempt. The Pope visited his would-be assassinator in gaol offering him his forgiveness. Throughout his 26 papacy he worked tirelessly for mankind to bring peace and justice to the world. He reminded us of the value of individuals in the modern world. In recent years we have seen the Pope struggle as his health has failed him, but he continued to meet the daily challenges of life. It was this humanity, his warmth as a human being and his ability to talk plainly that made people feel close to him, and this is why so many mourn throughout the world at this time.