Structural conflict and consensus in Socialization

Structural conflict and consensus in Socialization Explain the relevance of socialization from both the structural conflict and the structural consensus perspectives. Discuss the efficiency and the pitfalls of each approach in relation to youth work. Both structural conflict and structural consensus theories approach the study of social life from a macro perspective, that is, both are concerned with the study of large-scale social structures, such as ideas and belief systems, and institutions, such as the family and education, in their attempts to examine and explain social life (Bilton et al. 1994: p. 10). From this perspective, a better understanding of a given society, and the relationships within it, can be gained through examining the function of social institutions and organizations in terms of the part they play in maintaining social structures within society. An example of this is the study of institutions which are agencies of socialization for example the family and the media to explore the part they play in the production and reproduction of social roles and values (Bilton et al. 1994: p. 12). Socialization, then, is the process through which individuals learn the ways of thought and behaviour considered appropriate in [their] society (Bilton et al. 1994: p. 12), and agencies of socialization function in both formal and informal ways to pass on to the next generation such norms of thought and behaviour. Much early socialization within the family is informal; children learn through observation and interactive experiences with siblings and adults around them the behaviour expected of themselves and others (Ibid). While there is also a degree of formal education within the family, it is within institutions such as schools that children gain much of their formal instruction of the roles and types of behaviour expected of young people in society. The concept of socialization is a useful one and relevant to those working in a range of professional fields, and in particular to those working with young people. This will become more apparent as we now look in more detail at the differences between the structural consensus and the structural conflict approaches. The key difference between structural consensus and structural conflict theories is that, broadly speaking, for consensus theories the values and norms of society that people learn through the process of socialization are shared by all members of society; that is, there is an agreement, or a consensus about, and commitment to, the ideas and beliefs prevalent in society among individuals (Fulcher and Scott 1999: p. 49). Conflict theories, however, argue that, rather than there being a consensus about ideas and beliefs in society, social life is fraught with conflict among different members and groups in society as they struggle with one another to attain or maintain power and control (Ibid: p. 61). This is obviously a simplistic outline of the core tenets of both approaches; however, it may begin to be apparent from this that both perspectives theories of socialization have potential relevance to individuals working with young people. A comparative analysis of both perspectives even at this stage reveals some of the issues encountered by formal and informal educators in this area. In relation to youth work, for example, a key issue for workers, it could be argued, is that of purpose. Is the proper purpose of youth work, as Mark Smith (1988: p. 106) has questioned, to promote the welfare of individuals, serve to secure the reproduction of the means of production and existing power relations, promote community or what? Conflict theorists would argue that socialization of young people in areas such as youth work serves to secure existing power relations; consensus theorists would argue that it serves to promote the welfare of individuals and society as a whole. Smith later concludes that informal educators should be committed [in their work practice] to that which is right rather than that which is correct. However, without a good understanding of conflict and consensus theories, it would be difficult to make judgements regarding the difference in practice between that which is right or correct. It will be argued later that there are, of course, limitations to the extent to which such knowledge is useful in practice, however, this essay will argue that a good understanding of the theories of socialization from the consensus and conflict perspectives can not only give us insight into issues faced by workers in this area, but also help our understanding of our own and our clients feelings and motivations, as well as the agendas and motivations of official institutions and agencies. The questions of purpose and motivation are, it can be argued, very important ones, and are questions into which a study of socialization from consensus and conflict perspectives can give us good insight. In the area of youth work, knowledge and understanding of the above perspectives can lead to healthy questioning of government purpose and motivation when, for example, reviewing official documents such as the DfEE 2001 consultative paper on English youth work. This paper details the governments key priority to help keep young people in good shape (DfEE: 2001: p. 13). Much of what is written in terms of this priority appears to make good sense; for example ensuring young people have access to a rich variety of personal growth experiences and helping them to make informed choices [and] expand their potential (Ibid: pp. 13-14). However, as we shall see, closer analysis of elements of this, and indeed other, official documents and government policies reveal, when studied with knowledge of conflict and consensus theories, underlying official issues and agendas. According to consensus theories, socialization into the cultural values and social norms of society is essential to the stability and cohesion of social structures (Fulcher and Scott 1999: p. 48). From this perspective, all individuals in society share a commitment to societys values, ideas and beliefs. In general we all want the same things and agree that they are the right things to want, for example to secure good employment, achieve our potential, and to contribute to the community. While we may be socialized into such norms and values through formal and informal means, we nevertheless agree that they are right and just. The priorities set out in the DfEE consultative document fit closely with such generally agreed aspirations. The documents authors assert the need to develop preventative strategies and actions which enable [young people] to make informed choices about a range of issues which include avoiding crime, protection from drug or alcohol related dangers, preventing teen age pregnancies and others (DfEE 2001: p. 14). In order to make informed choices about such issues, young people will be able to discuss them with youth workers who have a key role in keeping young people in good shape (Ibid) From a consensus perspective, the socialization of young people regarding these issues is unproblematic; society as a whole can only function effectively if all individuals are properly socialized into the agreed norms and values of society. From a conflict perspective, however, such strategies are not as unproblematic as they may at first appear. While consensus theory sees society as being held together informally by norms, values and a common morality (Ritzer 1996: p. 266) conflict theories argue that order in society stems from the coercion of some members by those at the top (Ibid). As stated earlier, analysis of perspectives such as conflict theories can lead us to question the motivations behind official agenda setting, as well as those behind our own actions and those of others, and here, examining documents such as the DfEE paper, we may begin to question the motivation behind such apparently worthy intervention strategies. The question we may begin to ask, when viewing the world from a conflict perspective, is, in whose interests are the implementation of such policies and strategies? Youth workers and others working with young people do of course want to help young people to live happy and fulfilling lives, and help them to stay safe and well, however, questions can be raised as to whose primary interests some inter vention strategies serve. While the majority may well agree that a state of disorder in society is in no ones particular interest, it is clear that it is certainly in the interests of those in positions of power and advantage to maintain order through effective socialization of individuals into the values and norms of society, in particular the values and norms of society that best suit their own interests. It is, to take what may be considered a more extreme view from the conflict perspective, far better to have good, hard-working, honest citizens paying taxes and refraining from crime, in particular property crime from persons with abundant wealth, than to have gangs of disaffected young people stealing money for drugs and falling pregnant in order to secure valuable government housing. It may now be apparent, then, that comparative analyses of theories of socialization from the conflict and consensus perspective help give us insight and understanding when approaching issues affecting work with young people. The examples above hopefully show the efficiency of this analysis in relation to official agenda setting and policy, however, as mentioned earlier, knowledge and understanding of theories of socialization can also help workers in this area better understand issues facing themselves and their clients. An awareness of whose interests are being served in relation to practice performed by workers with their clients can only work to ensure continued practice evaluation. An understanding of the conflicts in values and norms which many young people may encounter can help workers when making judgements within their own practice with regards to what is right as opposed to correct. One example of the above could be the possible conflict experienced by young people between the values and goals seen by individuals around them, and perhaps by the young people themselves, as fair and just, and the means available to them to embrace such values or achieve such goals. Sociologist R. K. Mertons (1938) theory of anomie addresses this experience of conflict, and suggests that if a society places great emphasis on achieving goals, and less on the appropriate means to obtain them, then an individuals commitment to approved means and thereforeconformity to social norms may be eroded (Fulcher and Scott 1999: p.49). Merton argues that the rift between culturally approved ends, and the means of attaining them, which he refers to as a situation of anomie, can result in individuals resorting to inappropriate means to achieve goals which they, along with the rest of society, agree are worthy. Here individuals have been effectively socialised into the norms and values of approp riate goal attainment, but not so successfully into the appropriate means by which to obtain them. From a conflict perspective, however, it could be argued that the social values placed on goal attainment, and passed on through socialization, do not necessarily serve the best interests of all members of society in the first place. The goal, for example, of buying a large house in an expensive neighbourhood will simply put more revenue the governments way in terms of council tax than will a smaller property, as well as more revenue to mortgage companies, power suppliers and so on. This essay has hopefully shown the relevance, and in the areas discussed, the efficiency of structural conflict and structural consensus perspectives in relation to youth work, however, as stated earlier there are obvious limitations to the extent to which such theories are of use in practice, not least because theories, while helpful, are more usefully conceptualised as tools to stimulate thought and discussion relating to policy and good practice. Finally, all theory is limited because the number of variables present in any given situation means that no theory can simply be taken as a model and then applied. Bibliography Bilton, T. et al., 1994. Introductory Sociology. 2nd edn. London: Macmillan. DfEE, 2001. Transforming Youth Work. London: Department for Education and Employment/Connexions. Also available from: Smith, M. K. (2001) Good Purpose [online] Introduction. Available from: http://www.infed.org/archives/developing_youth_work/dyw6.htm

The Night Stalker Essay -- Case Review

The Night Stalker Richard Ramirez is an infamous serial murderer who terrorized Los Angeles, California in 1985. The media gave him the name the â€Å"Night Stalker† when he was on his vicious rampage of forcing himself into the homes of his victims late at night and committing his heinous crimes. Though he was only convicted of thirteen murders, he had many more victims. His crimes were so random, disorganized, and impulsive that the law enforcement officials of Los Angeles had no luck finding Ramirez for months as he grew increasingly more violent. (Tripod.com, 2012) Finally, in August of 1985, the police had enough information from many of his victims to release a sketch of him to the media. The sketch had only been on the news for one day before he was recognized while trying to steal a car, and he attempted to flee when the civilians began to shout that he was the â€Å"Night Stalker.† Before long, a mob formed and attacked him. One of the men finally subdued him by hitting hi m on the head with a pipe. The police arrived to arrest Ramirez just in time to keep the mob of angry civilians from killing him. (Bruno, 2012) He was convicted of forty-three counts which included rape, burglary, murder, and sodomy on September 20, 1989. The â€Å"Night Stalker† was sentenced to death on October 3, 1989. He is currently on death row in San Quentin. (Bruno, 2012) Richard Ramirez was born Ricardo Leyva on February 28, 1960 in El Paso, Texas. He was raised by his parents Julian and Mercedes Ramirez along with five siblings. When Mercedes was pregnant with Richard, she was exposed to toxic chemicals while working in a factory. The effects of the chemicals on pregnant women were not known at the time, but researchers believe that could have... ...r his killing rampage began. He was held accountable for his crimes and will never again see the outside of a maximum security prison. Works Cited biography.com. (2012, January 1). Richard Ramirez biography. Retrieved March 28, 2012, from biography.com: http://www.biography.com/people/richard-ramirez-12385163 Bruno, A. (2012, January 1). The Night Stalker: Serial Killer Richard Ramirez. Retrieved March 28, 2012, from trutv.com: http://www.trutv.com/library/crime/serial_killers/notorious/ramirez/terror_1.html Grise, J. (2000, December 1). Richard Ramirez. Retrieved March 29, 2012, from New York University: http://www.nyu.edu/classes/keefer/ww1/grise.html Tripod.com. (2012, January 1). "Night Stalker" Richard Ramirez: From the Bowels of Hell. Retrieved March 30, 2012, from tripod.com: http://members.tripod.com/ol_dirty_paul69/theabyssofthemind/id8.html

Dr. Pepper Snapple Group Case Study Essay

1. HOW WOULD YOU CHARACTERIZE THE ENERGY BEVERAGE CATEGORY, COMPETITORS, CHANNELS, AND DPSG’S CATEGORY PARTICIPATION IN LATE 2007?_ In late 2007 the energy beverage category was reaching market maturity and projected to have a slower annual growth rate from 2007 to 2011 (10.5%) than it had between 2001 and 2006 (42.5%). Rising prices, packaging competition, and the introduction of hybrid energy beverages also added to the slower projected growth rate. However in 2007 the market still saw growth of 32%. The category is dominated by 5 major brands (94% of dollar sales), with Red Bull far above the pack with a 43% dollar sales market share. The other 4 are in close competitions with dollar sales market shares from 10-16%. Though Red Bull continues to grow, so does the competition. New, aggressive competition into the market and brands offering lower prices has brought Red Bull’s market share down from 82% in 2000 to 43% in 2007. This 43% of dollar sales is maintained with only a 30% share of unit case volume. Because of loyalty to Red Bull, consumers pay a premium price for its products. Red Bull’s 8.5 oz. cans sell for the same price (approx. $2.00) as many competitors’ 16 oz. cans and their 16 oz. can sells for around $3.50. This loyalty puts Red Bull far above other brands and leaves them to compete with each other on price and packaging. Pepsi and Rockstar are not projected to have any significant media expenditures in 2007, but Red Bull and Hansen Natural Corporation are projected to increase their media expenditures to $60.9 Million (from $39.6M) and $153,800 (from $61,100) respectively. Once again, it is clear to see the major difference between Red Bull and the rest of the group. Coca-Cola (Full-Throttle, Tab) is projected to decrease its media expenditure from $7.3 million to $492K, which is still more than Hansen, but far from the expenditure that Red Bull maintains. Off-premise retailers represent 71% of total retail dollar sales compared to 29% for on-premise retailers. Off-premise retail sales are dominated by convenience stores (74%), but the off-premise retailers are slowly evolving. Convenience stores are slowly decreasing in percentage of sales, while sales  in supermarkets and Wal-Mart are growing. Brands with broad product lines, multi-packs, and widespread distribution networks are succeeding in supermarkets and stores like Wal-Mart. In convenience stores, brands with smaller product lines and high inventory turnover, are gaining success. Restaurants, night clubs, and other on-premise retailers remain constant and are not projected to have any significant changes. In 2007 DPSG began setting up distribution channels, which were projected to reach 80% of its target market by early 2008. It also began distributing Monster energy drinks on behalf of Hansen. DPSG also participated in the U.S. Sports Drink market in late 2007 with its launch of Accelerade RTD. Using its distribution network, DPSG introduced Accelerade to convenience stores, supermarkets, and mass merchandisers. It targeted the $35 million Americans who were competitive and exercise regularly. It supported the launch with a large marketing budget which consisted of a web site, podcasts, search-engine marketing, and a chat room. It emphasized the protein content to differentiate itself from the competition. _2. DOES YOUR CHARACTERIZATION BODE WELL FOR A NEW ENERGY BEVERAGE BRAND INTRODUCTION GENERALLY AND FOR DPSG, INC. IN PARTICULAR?_ Generally it does not bode well for the introduction of a new energy beverage brand but in Dr. Pepper Snapple Group’s case, they may have the brand loyalty, budget, and awareness to pull it off. With a large market share and huge media budget, Red Bull makes it difficult for new brands to compete. Unless a brand is willing to spend a large amount of cash on R&D, media expenditures and competitively price its product to give incentive for consumers to switch from Monster or one of the other brands, it would not gain enough of the market share to compete. Red Bull is in a league of its own so new entries would mostly be competing with Monster, Full-Throttle, Tab, Rockstar, and numerous other less popular brands. DPSG on the other hand has the brand loyalty, equity, image, and budget to support such a venture. It also has some unique qualities such as the addition of protein, a larger, re-sealable bottle, and an emphasis on performance over simply something to perk the consumer up. Since DPSG already has a target market,  distribution network, and manufacturing set up, it could feasibly enter the market on the shoulders of its good name. The fact that DPSG has differentiated itself from the other brands also gives them a leg up. If it could successfully attract more consumers from the 35-54 year old range by riding its healthy image and promoting a healthier, more fulfilling energy beverage, it could that target market and become a great competitor. _3. WHAT TARGET CONSUMER MARKET SHOULD BE CHOSEN FOR A NEW ENERGY BEVERAGE BRAND?_ An opportunity lies in the 35-54 year old range. It is a market that does not receive much attention and is not specifically targeted. Since this target market consumes only slightly less than the 24 and under market, there is a great opportunity to promote a product that suits their needs and advertisements that speak to them. By capturing that market, DPSG will stay consistent with its brand image and give it the awareness and experience to begin transitioning into the 12-34 year old market in the future. After 35, many men and women begin to exercise harder, and more often to maintain their youth as much as they can. If DPSG can provide a happy medium between a sugary energy drink and a full-fledged protein shake, they could help the 35+ consumers feel younger, while still giving them beneficial ingredients that their bodies need. _4. WHAT PRODUCT SHOULD BE INTRODUCED AND HOW SHOULD IT BE POSITIONED/DIFFERENTIATED?_ Considering DPSG’s brand image, I think its best bet would be to introduce a low carb, low sugar, protein infused energy tea. Since the earliest civilizations, teas have been used for their various health benefits and today is no different. If they target the 35-54 market, a tea would be much more attractive than a sugary, carbonated beverage. Since Snapple has such a good name in today’s marketplace, especially with adults, I believe the drink should be branded under the Snapple name. As of right now, Snapple’s most popular flavors out of all its products are Lemon Tea and Peach Tea. DPSG could parlay that popularity into an energy tea by adding a few  ingredients. In order to position itself in a more grown up market, differentiate itself from the competition, and stay true to its loyal customers, DPSG should introduce the energy tea an aluminum bottle with the same dimensions as its 16 oz. glass bottles. This allows it to be resealed and gives it a different look than the energy drink competition on the shelf. 4-packs could also be considered for supermarket shelves. The tea should keep with the healthy image by using vitamins, minerals, herbs, and other natural ingredients to provide sustainable energy and health benefits that other energy drinks just do not provide. Instead of focusing on providing a large energy burst, DPSG should focus on providing a youthful, energetic feeling, and restoring the body to full potential. _5. THROUGH WHICH CHANNEL(S) SHOULD A NEW ENERGY BRAND BE DISTRIBUTED?_ The new energy brand should be distributed mostly through off-premise retailers, but health conscious on-premise retailers such as subway would also be a good fit. Convenience stores are a great place to start because of the amount of exposure they provide and their track record in the energy drink market. Supermarkets are also a must because the majority of supermarket shoppers are within the target market. Whole foods would be a great place to showcase a new product to health conscious 35-54 year old adults. Also, vending machines in fitness centers and even placing fridges in sporting goods stores could attract attention from the target market. Other possible vending machine spots include golf-courses, college gymnasiums, police departments, firehouses, and airports.

Developmental Psychology Understanding And Theoretical...

Developmental Psychology also can be thought as how a person develops though out their life. Developmental Psychology started out being concerned with earliest stage of a child now it has broadened to add teenagers, adult, and the whole life of a person. Developmental psychology consider development over a wide area of issues like motor skill, emotional intellectual associated with topics like problem solving, moral understanding and theoretical understanding. From the beginning of birth to the end of death the field has study the different changes in behavior. Developmental psychologists have tried to understand all the different reason for these changes. Developmental psychology consists of topics like the duration to which maturity happens over the continuous growth of understanding in contrast with phase progress. 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