Brand Perception and Advertiing Essay Example | Topics and Well Written Essays - 2500 words

Brand Perception and Advertiing - Essay Example In ma-market retail talent i generally viewed a a valuable ource of brand building a quality of ervice offered by the retailer add to the pride of the brand. The companie may poition themelve for the ma market by providing outtanding cutomer interaction which may optimize profit and the core value of brand. The following dicuion in the paper analyze the influence of advertiing practice on developing brand peronality and their impact on the buying behavior of conumer. The dicuion in the paper are woven around the iue concerning advertiing a brand driver, brand typology, cognitive relationhip between the conumer behavior, communication and brand perception. The paper alo attempt to ynchronize viable propoition a managerial implication for building the brand peronality conidering the interactive cognitive variable of conumer behavior. The concept of cutomer-baed brand equity may be defined a the differential effect that brand knowledge ha on conumer repone to marketing activity for that brand. A brand i aid to have poitive (or negative) cutomer-baed brand equity when conumer react more (or le) favorably to marketing mix activity for the brand, a compared to when the ame marketing activity i attributed to a hypothetical or unnamed verion of the product or ervice. Conumer repone to marketing activity for competitive brand or an alternatively named verion of the product or ervice can alo be ueful benchmark (i.e. for determining the uniquene of brand aociation and the opportunity cot of brand extenion, repectively). Cutomer-baed brand equity emerge when the conumer i aware of and familiar with the brand and hold ome favorable, trong, and unique brand aociation in memory. Conumer have only one image of a brand, one created by the deployment of the brand aet at your dipoal: name, tradition, packaging, advertiing, promotion poture, pricing, trade acceptance, ale force dicipline, cutomer atifaction, repurchae pattern, etc. Clearly ome brand aet are more important to product marketer than to ervice marketer, and vice vera. ome competitive environment put more of a premium on certain aet a well. Quality and price do not exit a iolated concept in conumer' mind and are interrelated. Reearch ha hown that deep dicount do caue the conumer to believe that omething i wrong. Frequent dicounting erve to lower the value of the brand becaue of an almot ubconciou reaction by the conumer who believe that quality alo ha been lowered (remember hirt with alligator on them) or, in a "value rebound," conumer begin to perceive the everyday price a too high. The brand i then bought only on deal. Thi paper attempt to explore the variou mechanim that help building the brand per onality through marketing communication like advertiing, word of mouth etc. 1.2 Brand equity and cutomer relationhip trong brand equity allow the companie to retain cutomer better, ervice their need more effectively, and increae profit. Brand equity can be increaed by uccefully implementing and managing an ongoing relationhip marketing effort by offering value to the cutomer, and litening to their need. Diregarding the edge that the brand-cutomer relationhip

Software Technology Evaluation Research Paper Example | Topics and Well Written Essays - 1250 words

Software Technology Evaluation - Research Paper Example More specifically, organizations are becoming aware of the threats that peer-to-peer software poses to their networks and users who download or upload files. With regard to the request the client made, it is reasonable to have concern over users who install file sharing software without receiving the authority to do so. This is because there are many threats that target files sharing software, which can harm computer users and the corporate resources, as well. While peer-to-peer file sharing software is popular, their mechanisms of operations offer significant opportunities for hackers to perform exploits that can harm its users. More specifically, such software like uTorrent, Bit Torrent and other popular files sharing softwares can allow propagation of malicious codes such as worms, and spyware. File sharing software can also help hackers carry out intrusion into host computers where they can steal data. Unauthorized installation of file sharing software can expose the host compute rs to peer-to-peer worms that can affect the users of the network. Over years, file sharing community has been facing the problem of peer-to-peer worms that exploit the vulnerability of hosts in the peer-to-peer network (Salomon, 2010). ... In most cases, peer-to-peer networks have scanning worms, which can use the peer-to-peer software to exploit network vulnerability. Indiscriminate and unauthorized installation of file sharing software can introduce spyware into the corporate network. It is has been argued that users install spyware software unknowingly because some get installed along free software or files sharing applications (Baskin & Piltzecker, 2006). More often than not, developers of spyware use free software as a way of distributing their spyware programs that hope to exploit unsuspecting users. Because of this approach, unauthorized installation of file sharing software can introduce spyware into the corporate computers such as desktops and laptops (Appleman, 2004). The problem of spyware entails monitoring and sharing of information on the user of the system. This means that a spyware can monitor the use of an infected computer and share the information with the developer of the spyware. Through this appro ach, the organization can lose valuable information that could be used against it by its competitors or hackers for criminal acts. While there other ways that spyware can penetrate the corporate network, unauthorized installation of files sharing network is the most covert way of installing spyware on any computer, whether a desktop or laptop computer. Installation of file sharing software on a corporate network can allow hackers to penetrate the network and execute other functions that harm computers connected to the network. While computers users can install new file sharing software to use for distributing materials on the internet, there are high chances that hackers can use the software to gain access to the network resources such as servers or desktop

Retained Surgical Sponge Legal Case Essay Example for Free

Retained Surgical Sponge Legal Case Essay In October, 2013 The Joint Commission (TJC) released a sentinel event alert pertaining to the prevention of retained surgical items. These retained items could have serious consequences for the patient. According to The Joint Commission Sentinel Event Alert, 2013 Issue 51, incidents of retained objects reported to TJC totaled 772 from 2005 to 2012, sixteen resulting in death and 95 percent of these cases requiring additional treatment. Over the course of my seventeen year career as an operating room circulator, the fear of being involved in a case resulting in a retained surgical item was always on my mind. This fear sparked my interest in researching a legal case involving a retained surgical sponge ultimately resulting in the patient’s death. I will present the case, provide an analysis, and the outcome of the Estate of Genrich versus Ohio Insurance Company, 2008 WI 67. Case Summary In July 2003, a male patient underwent abdominal surgery for an ulcer. He developed an infection and on August 8, 2003 it was determined a surgical sponge was left in the abdomen. He was taken to the operating room in order to remove the retained sponge. After this surgical procedure, he did not recover from the complications of sepsis and the patient died on August 11, 2003. His wife filed a law suit on August 9, 2006 against the doctors and staff involved in the initial surgery (Estate of Genrich v. Ohio Ins. Co. , 2009). RETAINED SURGICAL SPONGE 3 Analysis In my opinion, given the facts of this case, the wife had legal grounds for a lawsuit. Hardwired systems are in place in the operating room to prevent the adverse event of a retained surgical sponge. The surgical count is a standard procedure in operating rooms. As stated by Steelman and Cullen (2011), retained sponges continue to be an issue throughout the country. In cases involving retained sponges, the nursing documentation reflected the count as being correct. In my experience, counting is a standard of care in the operating room. The operating room circulator counts with the surgical technician to ensure that all sponges are accounted for at the conclusion of the case. The surgeon relies on the staff in the room to identify surgical counts as correct or provide notification of incorrect counts. Based on this information and upon a initial review of this case, I had no doubt the wife would receive monetary compensation for her lawsuit. The incident of a retained surgical sponge is negligent, and according to Stiller, Thompson, and Ivy (2010), fail to uphold the standards of patient safety and quality, resulting in the liability of the health care professional. Outcome To my surprise, the Supreme Court of Wisconsin ruled in favor of Ohio Insurance Company based on the fact that the state of Wisconsin has a three year statute of limitation. To make this judgement even more complex, the wife filed her lawsuit on August 9, 2006, two days under the three year anniversary of his death (Estate of Genrich v. Ohio Ins. Co. , 2009). However, the court concluded that his injury resulted from the retained sponge, was the start of the three year limitation. The initial surgery occurred on July 24, 2003. The court determined that the negligent act occurred during the initial surgery. The sponge that was left in the RETAINED SURGICAL SPONGE 4 abdomen caused the infection which ultimately resulted in the patient’s death (Estate of Genrich v. Ohio Ins. Co. , 2009). Conclusion In my opinion, the legal system failed in this case. One fact missing during the research of this case is the reason the wife waited three years to file a lawsuit. I found myself continuing to ask why the lawsuit was not filed immediately upon her husband’s death. Regardless of this fact, the wife suffered the loss of her husband due to the negligence of the physician and staff. Granted, when humans are involved, error is inevitable. One can hope that there will be understanding by the victims of the human error factor. However, the fact is the sponge should have been counted prior to incision and upon abdominal closure. A discrepancy should have been noted and it was not. The court concluded that the moment the sponge was left in the abdomen, the legal clock started ticking. In my opinion, a wrongful death lawsuit can only be filed when a death has occurred, not when the incidents leading to the death occur. If this had been the case, the wife would have met the statute of limitations and the judgement possibly would have been in her favor.

Ethical, Legal and Professional Duties of Nurses

Ethical, Legal and Professional Duties of Nurses Introduction: Nurses are subject to a large number of ethical, legal and professional duties which are so many to be discussed in this essay so that is why only main important ethical and legal duties will be discussed in this essay. According to the scenario, these main ethical and legal duties will be respect of patients autonomy and the duty of care which is given to all the patients. These duties are professional and legal in New Zealand and even all over the world which when breached can lead to legal implications. These duties are ethical duties as well because ethical considerations arise when these duties are breached, considerations such as when can these duties be contemplated, so there for these duties are ethical duties as well. In this essay, the whole critical discussion will be about the professional, ethical and legal issues that arise according to the given scenario. According to nursing council of New Zealand, nursing profession is bounded by its own code of ethics. Ethics is defined as the branch of philosophy that addresses questions about morality, that is, concepts such as good and evil, right and wrong, justice, virtue, etc. In this critical discussion, Autonomy will be the main aspect, autonomy of patient and judgement of health professional in betterment of the patient. The competencies and codes related to the above scenario according to nurse perspective are that the nurses should act ethically maintaining the standards of practice and nurses should respect the rights of the clients. These codes used in this scenario actually mean that a nurse should acknowledge and allows the individuality of a person, should act in a culturally safe manner, should use knowledge and skills for the benefit of the patients, nurse is responsible for maintain standards in her professional practice and should practice in her own scope of practice. A registered nurse is actually defined as the person who uses nursing knowledge and critical nursing judgement to assess health needs of a patient so that the best health care can be provided and advises people to self manage their health. In this scenario, the patient states the pain score as 8/10 after three hours of having morphine and the doctor thinks the patient has become dependent on morphine. Being a nurse one should ask the patent to wait for another hour so that he can have another dose of morphine and then nurse should assess if the patient is actually dependent on morphine or he is actually in pain. As a nurse, she needs to have courage, honesty and should maintain the advocacy role. In this scenario, it is very critical to decide that if the patient has become dependent on morphine or is it the doctor who thinks the patient has become dependent, being a registered nurse; one should maintain the autonomy of the patient keeping the standards of health care provided to the patient. Autonomy refers to the human capacity for self-determination and independence (Journal of clinical oncology:2001). Autonomy has two aspects, one from the nurses view and another one from patients perspective, so n this essay we will discuss autonomy issues from perspectives of nurse and the patient. In this case Mr. S is making constant requests for having 40mgs of morphine which is prescribed to him every 4hours PRN. He also states that the morphine is not actually relieving his pain and after three hours of having morphine he asks for another dose. Doctors think that the patient has become dependent on morphine so the doctors prescribe him for a placebo of normal saline instead. There is a case study which is concerning about issues in autonomy of patients which is mainly focused on nurses perception of patients autonomy and category of regaining autonomy in patients. The autonomy of patients is usually affected by circumstances such as family, health care provider, community etc. It is believed that the autonomy issue can only be resolved by a team effort, which can include processes of health education, self management etc (Proot et al: 2002). The main point of concern in this scenario is that the patient is given a placebo instead of the morphine, so that the patient would not ask for morphine again and again. The justification for giving placebos is that in the judgement of the giver, the act is beneficial to the patient (Rumbold. G, 1999). This point has both positive and negative impacts on the patient and on the health practitioners and the nurses. This is also according to Health Practitioners Competence Assurance Act 2003 that the patient should be safe.The Health Practitioners Competence Assurance Act 2003 provides a framework for the regulation of health practitioners in order to protect the public where there is a risk of harm from the practice of the profession (Ministry of health: 2010). The positive point is that if the patient has become dependent on the morphine, which is not good according to the patients health, which is why prescribing a placebo would be a better alternative for patients health. This is t he good point of this scenario according to the nurses perspective as the nurse would always work for the better health of the patient which can only become positive results for them instead of them being dependent on any medication. There is another positive point according to the nurse perspective which could be a main concern that the patient is demanding morphine repeatedly to make him feel satisfied and relieved from pain, but according to the nurses assessment, the patient feels satisfied and relieved mentally but that is not true, actually the patient has become mentally stuck that morphine s the only medication which can heal his pain. So, giving him placebo is a better option. There are some negative points as well. According to the New Zealand legislation, this action of nurses comes against The Human Rights Act 1993, which states that every individual has a right to know the truth. In this scenario, the patient is unknown of the fact that he has been administered for a saline instead of morphine. According to a nurse, the biggest ethical, legal and the professional issue here is autonomy of the patient. Autonomy is a very powerful aspect of ethical framework of almost all over the world. Autonomy is a concept found in moral, political, and bioethical philosophy (Autonomy: 2010, July). In these contexts, it refers to the capacity of a patient to make an informed decision. In moral and political philosophy, autonomy is often used as the basis for determining moral responsibility for ones actions (Autonomy: 2010, July). Autonomy means to respect rights of others to determine a course of action. So in this scenario, according to the right of autonomy based on standards of ethics, nurses should respect the patients decision and should respect of what they want. Health professionals have no right to deny patients decision. Nurses should respect patients decisions and their autonomy to develop a trustworthy and professional relationship. According to this scenario, the patients auto nomy should be respected as the patient states the pain score of 8/10 after three hours of having morphine. Mr. S has a right to decide if the morphine is relieving his pain or not and the health professionals are meant to respect his decision as patient is the person who is suffering from a very severe pain. Nurses should provide proper education to the patient and should inform about the consequences of having morphine repeatedly so that the patient can chose the best possible intervention for him. The patient also has the right to have the informed consent about any medication which is prescribed to him. If he is given an unknown medication without his consent, it comes against legal issues and can cause legal implications. In Mr. S case, if placebo of saline instead of morphine is administered to the patient without his consent, then he has the right of action to say that the medication was given to him without the consent and it can make legal implications. So, before prescribing or administering any medication to the patient, doctors or nurses should have full consent of the patient. Therefore informed consent is an ethical, legal and a professional duty of nurses and even every health professional. Consent is very effective in abiding ethical and legal duties. Sometimes, according to a nurse, it can be effective for a patient not being informed about the medication, to get positive outcomes for patients health. It is effective according to the nurse, but it is actually enabling patients decision and his condition. In some cases if a patient is unable to express what he wants, only then a nurse can decide what is best for the patient but a person like Mr. S, who can state his condition must be informed of the placebo of saline. The nurse has a duty to prevent the patient from anything worse happening to the patient but if the patient is not mentally ill, he/ she should have full right to take any decision for them. If the patient says that morphine is not relieving his pain it means that it is not really working for him. It is not good to say that the patient has become dependent on morphine. For example, if nurse administer Mr. S a placebo of saline instead of morphine, his pain can go worst which is not good for the patient and it is not the best practice of a nurse. The New Zealand legislation says that a person has a right to be informed and a right to have freedom. It is under Human Right Act of 1993 which when applied ensures that a person has a right to decide what they want without any interference of any other person. In this act there is a point of having informed medical treatment and a person has right to chose if they want the treatment or not. Ethical issues and changes in society are responsible for nurse-client relationship. The role of the nurse is to maintain clients autonomy, maintain and improve health and promote a professional relationship of trust. The key ethical principles of respect for persons, autonomy, beneficence, nonmaleficence, justice, and veracity should be inclusive in the models of the provider-patient relationship (Margret. M, 1998, para. 1 ). There are some contracts in nurse-client relationship which are boundaries, confidentiality and therapeutic nurse behaviours. Therapeutic nurse behaviours are self awareness, being genuine, respectful, culturally safe, responsible and ethical practice. These are the things which are expected from a nurse by a client and the society. All these contracts are applicable internationally. Nurses being culturally safe with clients have become the nursing practice more powerful. This concept of cultural safety was first introduced from New Zealand and is now used all over the world. Cultural safety is to keep own culture in mind and respecting others culture and practicing in the same manner. Conclusion In this essay, we looked at the case of Mr. S who is in severe pain and is in need of another dose of morphine. He states pain score of 8/10 and doctors think that the patient is dependent on morphine which he would never realise that is healing his pain or not. Mr. S condition successfully states the ethical, legal and professional issues that surrounds nurses and patients autonomy as patients need of morphine would be conveyed by the nurse to the doctor. Here patients condition has been critically discussed and the main influence is on patients autonomy and informed consent of the patient. Nurses roles and the code of ethics have also been discussed in the essay.

J.B.Priestley’s play, An Inspector Calls :: English Literature

Inspector Calls –Coursework â€Å"An inspector calls† is considered a mystery play and is intended to force the audience to think about themselves and the society in which they live. However, it is written in an entertaining way. The play is set in 1912. This is two years before the First World War. The play was written in 1945 at the end of the Second World War. Priestly wanted society to learn from its mistakes. In 1912 there had been rigid class divisions, women were considered inferior and working conditions for the poor were often unbearable. At the end of the First World War, life did not improve much. Priestly was concerned that people should learn from the mistakes of the First World War. He felt that people should learn to look after one another. After the Second World War there were signs of change-Priestly felt that people should make the most of these changes and build a more caring society and welfare state. Mr Birling is a central character because he is the type of person Priestly wanted to teach a lesson. He is too concerned about his social standing, business interests and is totally selfish. He believes a man has to â€Å"look after number one† and â€Å"make his own way†. Mr Birling’s physical appearance is he is â€Å"heavy looking†; he is a man in his 50’s with good manners but rather narrow minded in his speech. He believes he is always right and every action him and his business do are the best that could have been done. He also believes that he works for the good of his family. He is heavy looking because he would stand out in a crowd with a big grey beard and I can imagine Mr Birling being overweight. Mr Birling likes to be in control. He likes to think he is the dominant force of the family. Maybe sometimes he is a bit too controlling. Sometimes he can be very bossy: â€Å"Give us the port Edna†. Often he acts like a snob. He thinks that men are superior to women and thinks he and his family are upper class. He treats women like he cannot trust them. Respect is something that he lacks to lower class people. The characters behave to him differently. His wife and children respect him and do not stand up to him: â€Å"just let me finish Eric!† The inspector does not treat him the same at all. Just because he is upper class the inspector speaks to him a normal person. This gives me the impression that the inspector feels that everyone should be treated

Training and Development at Toyota Motor Manufacturing of Indiana Essay

Training and Development at Toyota Motor Manufacturing of Indiana (TMMI) The main problem that Toyota Motor Manufacturing of Indiana, commonly known as TMMI, faces in the training and development of its employees is getting their group leaders trained. This program is structured so the group leaders can learn decision-making, leadership, communicating, problem-solving, and analytical skills to bridge the gap between the upper management and the team members on the assembly line. The problem with getting group leaders trained is the fact that they also work on the line. The production of vehicles is the primary reason they are there, and it is very hard to pull them away from the line to train them. This does not make sense in an automobile manufacturing plant, but the production of vehicles gets in the way of the training of group leaders. Kirkpatrick’s A Practical Guide for Supervisory Training and Development mentions that the main issue with on-the-job training is the actual job itself. On-the-job training is the main type of training that is used at this time, so TMMI is â€Å"up to speed† with everyone else with the training program they are using. It is just a matter of â€Å"getting the bugs worked out† of the program since they are such a new company. TMMI is located in Princeton, Indiana, which is approximately 25 miles north of Evansville on Highway 41. They first opened their doors in 1997 for the development of orientation. In February of 1998, team members started to enter the plant for the first time. In September of the same year, the supervisory program was introduced at Toyota. To begin training, group leaders were brought from the Kentucky plant, as well as from Japan, in order to instill the correct corporate culture into TMMI’s team members. Some managers of the TMMI plant were sent to Japan for training at the Toyota headquarters. Toyota of Indiana was to specialize in the production of the Tundra pickup truck and this process began in December of 1998. This was initially the only vehicle to be built in Princeton, but now the plant is being expanded to produce the new Sequoia sports utility vehicle that Toyota is adding to its line. The Siena mini van, which is currently made at the Kentucky plant, will also be produced at TMMI in the near future. When the expansion is complete, Toyota will provide work for over 4300 Souther... ...ked together. It was easier once we knew how everyone else’s work ethics and how they usually went about trying to solve problems and tackling assignments. The only thing that really changed about the way our group worked was we started taking initiative and grabbing parts of the project to finish. Overall, this project has been a huge learning experience for all of us. References Davis, Tom-TMMI Group Leader. Personal Interview. March 2000. Kirkpatrick, D.L. (1971). A Practical Guide for Supervisory Training and Development. Reading, Massachusetts: Addison-Wesley Publishing Company. Nowack, K.M., Hartley, J., and Bradley, W. (1999). â€Å"How to Evaluate Your 360 Feedback Efforts†. Training & Development, Vol.53. â€Å"Supervisory training program available†. (1996). Air Conditioning Heating & Refrigeration News, Vol.197, p.101. Uiterwijk, J. (1998). â€Å"Test Center Comparison: Web-based training solutions; The virtual classroom; Education is the key to a motivated and loyal workforce, but it is the first to go in a budget crisis†. InfoWorld, Vol. 20. Wilson, Tracy-HR, Training and Development. Telephone Interview. January 2000.

African American History Essay

Introduction The America that was there after the conclusion of the civil war is nothing like the America we recognize presently. Significant events have occurred since 1865 that have shaped our understanding of what America is today. Major industrialization and urbanization, equal rights for all citizens and the two major world wars that have shaped our understanding of what America is today. While, there are numerous events that have shaped America, there are few events that have served as markers of change for the entire society, particularly for the African Americans. From 1619 to 1865, a significant number of African American immigrated to the United States as slaves. Ever since the arrival of the first African Americans in Point Comfort, currently known as Fort Monroe in Hampton, the African American community has made significant strides in the community. However, the major event that occasioned this strikes transpired in 1865: the abolishment of slavery. This marked as a single major event that catapulted the African American society to where it is today. This article will examine the history of African American from 1865 to today. In 1865, the civil war between the north and south, or civil war as it is known came to an end. This was a time of great upheaval in the American society. The entire American society was attempting to integrate, and become part of the union. The south had agreed to integrate and become part f the union (Feagin, 2014). The South had consented to join the union. In the same year, President Lincoln was assassinated. The conclusion of the Civil War occasioned the beginning of the period of reconstruction. This period was characterized by upheaval, and the AFRICAN AMERICAN HISTORY SINCE 1865 3 country attempted to reintegrate itself, and also integrate the southern. This was a period of new beginning for the entire nation (Gates, 2012). The Constitution 13th amendment was ratified, abolishing slavery in the United States of America. This phase is edged in history as one of the most imperative event in the African Americans history (Feagin, 2014). During the era of reconstruction, which lasted from 1865 to 1876, significant events occurred that shaped the lives of African Americans. The African Americans begun the process of reintegration, and they found themselves with a system that they were not used to. This period was not just a period of reintegration for the white people, but rather for the entire nation (Feagin, 2014). During this time, it was particularly challenging to the African Americans because they were attempting to integrate to a society that was heavily biased against them. During the reconstruction period, there was little political and social agreement, especially over the issues of who should be permitted to vote (Gates, 2012). There were disagreements as to whether confederates, ex-slaves or those slaves that fought during the war should be allowed to vote. The death of President Lincoln and the establishment of new administration under President Andrew Johnson made the process of reintegration more complex for African Americans (Feagin, 2014). In 1866, legislation known as the ‘Black Codes’ was overwhelmingly passed by every white legislator of the former confederate States. The black codes greatly hampered the ability of African Americans to be reintegrated into the society (Gates, 2012). During that same year, the Congress passed the Civil rights act, which conferred citizenship rights to all African Americans, and giving those equal rights and liberties as to those of the white-American people (Feagin, 2014). The 14th amendment was ratified, in 1868, which defined citizenship for the African Americans, and also which overturned the Dred Scot decision (Gates, 2012). The 14th amendment strengthened the civil and legal rights of the African Americans, elucidating among other things, AFRICAN AMERICAN HISTORY SINCE 1865 4 that no state in the union shall deprive any African Americans their due process in law and the equal protections provided in the law (Feagin, 2014). The 14th amendment ensured, to some extent that the African Americans civil rights were protected. The 14th Amendment reversed the United States Supreme Court ruling in Dred Scott v. Sanford, which ruled that African Americans were not truly United States citizens (Feagin, 2014). The 14th amendment had several profound impacts on the lives of African Americans. First off, the amendment integrated African Americans into the society, by overruling the previous ruling that African Americans were not truly American citizens (Gates, 2012). Secondly, the 14th amendment prohibited the national and state governments from depriving any person, including African Americans, liberty, life and property without due regard and process as established in law. By guarding the civil liberties and rights of African Americans, the law inflicted a penalty, which entailed the loss of electoral votes and the loss of congressional seats, on states that dispossessed African Americans of their voting rights. Thirdly, the 14th amendment guaranteed all Americans, regardless of their racial affiliations protection under the law (Feagin, 2014). This clause serves an essential foundation for the decision to repeal the ruling in Brown v. Board of Education that overturned segregation. The 15th amendment was ratified in 1870, which gave African Americans voting rights. As the third and final amendment to be ratified in the reconstruction period, the 15th amendment forbids the national and state governments from refusing a citizen the voting rights based on that citizen’s color, race or servitude (Feagin, 2014). The adoption of the 15th amendments was greeted with extensive celebrations in African American communities and other abolitionist societies. The sense among African Americans is that their rights had been offered protected and secured. The adoption of the 15th Amendment completed a series of civil change, and it was one of the most significant events African American historical events. The 15th amendment meant AFRICAN AMERICAN HISTORY SINCE 1865 5 that the African American communities did not require the protection they were being offered by the government (Feagin, 2014). Towards the end of the reconstruction era, the south recognized that it would no longer be conceivable to hold on the perspective of recreating itself out of the North. In spite of this, there was still lingering tensions between the North and South (Feagin, 2014). Although equal rights were granted to African Americans, they did not fully enjoy them. While African Americans enjoyed expanded freedoms, it would not be till nearly a hundred years later, during the Civil rights movement that the entire fruits of reconstruction would be seen. The period of reconstruction ended in 1877, during which, a deal was struck with Democratic leaders from the south, to make Rutherford B. Hayes the U. S president, in exchange for the withdrawal of federal troops from the south, and which stops the efforts to protect the Civil liberties of African Americans. In the period after the reconstruction era, rapid industrialization followed. During this period, African Americans on the south started escaping to the North to run away from oppression (Gates, 2012). In 1879, thousands of African Americans moved to the north. In the industrialization period, rapid industrialization and development ensued in big cities in the United States. Construction of railroads spread across the country. Railroads encouraged the growth and expansion of cities (Gates, 2012). Many Africa Americans migrated to the cities to work in the processing and production companies. In 1881, Tennessee ratified the first of the ‘Jim Crow’ segregation rules, which segregated stated railroads. Over the next 15 years, similar laws were passed throughout the southern States. The segregation laws caused African Americans to migrate to the northern States (Gates, 2012). The Jim Crow segregation laws conferred a separate but equal status to all African Americans. In practice, the separation led to circumstances for African Americans that were second-rate to those offered to white Americans. AFRICAN AMERICAN HISTORY SINCE 1865 6 systematizing several of economic, educational and socials disadvantages. The southern states had De jure while de facto applied in the northern states (Feagin, 2014). The Jim Crow segregation laws inflicted segregation in housing, which was imposed by covenants, job discrimination, and loan lending discrimination in banks, and also African Americans were also discriminated in labor unions (Gates, 2012). During the industrialization era, companies came up across various cities. African Americans were increasingly becoming urbanized, and left their farms and homesteads, and moved to big cities to get jobs. In 1887, the ‘standing Lincoln’ statue was unveiled at Augustus Saint gardens in Chicago (Feagin, 2014). The Plessey v. Ferguson case was a milestone ruling in the United States. The Supreme Court of the United States ruled that ‘Jim Crow’s separate but equal segregation policies to be legal, and begin being implemented. These laws barred African Americans from equal access in all public facilities. The 1900s marked the rise of civil rights movement across the United States. In 1954, the court in Brown v. Board of education case, ruled that segregation in education facilities to be unconstitutional and this measure strike down segregation in education facilities (Feagin, 2014). In 1955, Rosa Parks was arrested in Montgomery Alabama, for refusing to give up her seat to a white man. Her defiance offered the start of a momentum to the civil rights movement that spread across the United States. She was not the first black person to refuse to wake up for a white person, but by the time of her action, there was growing resentment and anger in the African American society for being treated as second-class citizens. Word went around about Montgomery mistreatment and arrest (Feagin, 2014). The Women’s Political Council resolved to protest Rosa Park’s ill-treatment by arranging a bus boycott to start on the day of Parks’ trial, December 5th. Martin Luther King Jr. and the African American community established an association, the MIA (Montgomery Improvement Association) to carry on boycotting until the AFRICAN AMERICAN HISTORY SINCE 1865 7 Jim Crow segregation laws were altered (Feagin, 2014). The key objective was to stop segregation in the public transport system and other sections of the society, and also to employ African-American drivers in Montgomery. The public unrest ensured for 382 days, costing the Montgomery bus company he sums of money, however the city declined to give in (Feagin, 2014). The Montgomery protest leaders filed a national lawsuit in opposition to the city’s segregation rules, claiming that Montgomery desecrated the 14th Amendment. In 1956, a national court stated that the Montgomery segregation rules were unlawful, but lawyers for Montgomery County appealed. On November 3rd, 1956 the Supreme Court ruled that the segregation laws in Montgomery were illegal. During the protest, the Montgomery authorities made many arrests (Feagin, 2014). At one time, the police detained a group of African Americans waiting for carpool pick-ups. A court jury acknowledged the boycott unlawful, and 115 protest leaders were detained. In 1957, Martin Luther King, Jr. established the Southern Christian Leadership conference, which served as the forefront engine of the civil rights movement. The conference served as the main council for organizing civil rights protests across United States. The civil right movements were against discrimination of any kind and the fair treatment of all people, regardless of their color across United States. The civil right movement characterized main campaigns and protests of civil resistance (Feagin, 2014). The civil rights movements lasted between 1955 and 1968. The civil rights movements were characterized by civil disobedience and non-violent protests. In 1964, the civil rights act was ratified, and it prohibited all acts of discrimination. In 1965, The Voting Rights Act was ratified, and it outlaws the carried out in the South to disenfranchise black voters. In 1967, the first African American senator, Edward W. Brooke, was elected, and he served for two terms (Feagin, 2014). Martin Luther. King, Jr. was assassinated in Tennessee, which was one of the sad moments in African American AFRICAN AMERICAN HISTORY SINCE 1865 8 history. The election of Barack Obama served as a significant milestone for United States, particularly the African American community. President Barack Obama was elected the first African-American president, in 2008. President’s Barack Obama’s election served as one of the most significant milestone for the African Americans community (Feagin, 2014). A racial divide that was there between the African Americans and white Americans was erased, and it was erased for all eternity. President Barack Obama was elected for a second term in office, which signaled the apparent rise of the African American community to the top (Feagin, 2014). In his second term in office, President Barack Obama has shown that there are things that seem more possible for the African Americans, than they were in his first term. He has made African Americans realize that they can achieve anything if they want to, and made their expectations realistic. Conclusion From the shackles of slavery in the 1800s, the African American community has risen to take full advantage of their civil liberties and freedoms. For over 300 years, African Americans fought for their civil rights and freedom. The African Americans struggles have been a major issue in each juncture of United States history. In 1776, when slave-holders were revolting in opposition to the menace of British abolitionism, the African Americans formed part of the American Revolution. During the civil war, the African Americans were also part of the struggles. African Americans have endured as much as any other community and have fought for the rights and liberties of all people in the community. From the attainment of freedom, and the struggle to get equal rights and civil liberties, the election of Barack Obama as the first African- American President, the African American community can gladly say that the racial divide between the Blacks and white Americans has been completely erased. AFRICAN AMERICAN HISTORY SINCE 1865 9 References Feagin, J. R. (2014). Racist America: Roots, current realities, and future reparations. London: Routledge. Gates, H. L. (2012). The Oxford Handbook of African American Citizenship, 1865-present. London, UK: Oxford University Press.