How convincing do you find Stuart Hall's approach to 'race' Essay

How convincing do you find Stuart Hall's approach to 'race' - Essay Example Therefore, Stuart Hall’s approach to race is totally convincing to me, and it is practical in a number of situations; it provides vast knowledge on race dynamics. Stuart Hall argued about the human culture and the tendency to categorise human beings into subgroups, as well as fragment human society diversity into discrete types with regard to characteristics and qualities, which are deemed essential and are always extremely high. The qualities and characteristics according to which human beings are categorised may include intellectual, body and physical characteristics among others (Smaje, 2000, p.55). This categorisation is a reflective cultural impulse; it gives human beings a chance to understand various meanings in classification. Stuart Hall argued that classification is an extremely fundamental aspect of the culture of human beings (Rex and Mason, 1989, p. 35). Further, the significant aspect of classification to people is when the classification becomes the power dispos ition object. This point is relevant to the extent that marking of the similarities and differences across populations of human beings becomes the reference point for treating one group of people with privileges, which may not be enjoyed by another group of people (Malik, 1996, p. 43). In essence, classification facilitates one group to be treated favorably, and the other group gets subjected to a wide range of discriminations and suffering. This juncture marks the union of classification of human societies and cultures and power and authority. Classification assumes the status of a power system, and this power system is evidenced in a wide range of characteristics, especially in human beings (Smaje, 2000, p.57). For instance, this system of power is evidenced in gender, which ascribes feminine and masculine identities to people in a cultural setting. From these ascriptions, a vast range of opportunities, aspirations and behavior can be predicted from the classifications (Omi and Wi nant, 1994, p. 33). Therefore, classification is an extremely generative term, and the moment an individual is classified into any group or race, many things and aspects assume their position in the life of the individual, as a result of the classification. However, classification has another significant aspect in the life of people; it awakens the minds of people and maintains order and stratification of a system. This order is retained at all times, and anything which disturbs this order is viewed negatively, and people who strive to retain the status quo fight to return the order to its original position (Rex and Mason, 1989, p. 46). Apparently, it becomes clear that classification is not only a division into whites and blacks, but also that one of these groups has more value (positive) than the other group. This is the path always taken by power, and any person who attempts to ascribe white characteristics to blacks generates immense worry in society. In such instances, people e xperience misplaced priority and misappropriated ascription, which is described as â€Å"matter out of place† (Malik, 1996, p. 43). This phrase denotes that all societies and cultures have classification orders, which can be said to be inbuilt and out of the culture (Augstein, 1996, p. 36). This order informs people about their position in a society, their rank, as well as

Analyse the marketing communication strategy of innocent drinks Essay

Analyse the marketing communication strategy of innocent drinks - Essay Example The company had a net employee turnover of around  £1.8 million in 2000 and has increased to around  £141 million by 2009 (Arens, Weigold and Arens, 2011). The company has been successful in setting up its brand position in the international market by supplying quality products to the customers (Arens, Weigold and Arens, 2011). By conducting this study, the researcher has the aim to analyse the effectiveness of the strategies used by Innocent Drinks. It also offers the scope to understand the importance of using such innovative strategies by the company and the impact it has on the target customers. Innocent Drinks aims at making smoothies and fruit juices for the health conscious customers for kids as well as adults. The company provides pure health drinks without adding sugar or preservatives and these are preferred by most of the customers (De Pelsmacker, Geuens and Van den Bergh, 2013). Innocent Drinks The company has created a huge customer base in the international market. However, the customers often prefer health drinks at low cost that would be according to their budget. The company has targeted the kids for their business in order to make them choose the products (Ogilvy, 2004). The drinks that are made out of fruits also look attractive to the parents who feel that their kids should remain healthy. Since the target customers for Innocent Drinks are the children and their parents, hence, the company pays attention to the packaging of the drinks in order to make them look delicious and attractive (Wells, Moriarty and Burnett, 2011). There are other popular brands of bottled water that gives strong competition to Innocent Drinks. Evian and Volvic are the popular brands producing bottled water, but study says that Innocent Drinks captures the large portion of the market. According to the researcher, the customers who are loyal to the company may not be willing to switch to some other brand and the company would have the