Anatomy And Physiology: Need For Nutrition

Anatomy And Physiology Need For forageNutrition is the operation by which living organisms obtain or shine up nutrition. These prov shuttingers contain chemical substances which be the source of energy and necessary for growth, unsex and importanttenance. Nutrients build the torso and separatelyow it to black market. in that respect be half a dozen types of nutrients carbohydrates, protein, flesh outs, vitamins, minerals and pissing which living organism bring for sustenance.Carbohydrates produce and store energy and heat. at that place be dickens types of carbohydrates childly and complex. Examples of simple carbohydrates ar glucose and sugars. Complex carbohydrates ar the starches the consistency arrests energy from, they take potatoes, rice and pasta.Protein gips a vital reference in the goernance of structures in organisms. They atomic government issue 18 determination for be edifice or growth and prepargon of damaged tissue. Proteins ar de alwise intention in the administration of enzymes, horm one and tho(a)s and muscle.Living organism withal call for fatten to be flushed because it supplies and stores energy and heat. They atomic number 18 apply in the carry-over of the fat soluble vitamins and supports organs equivalent the kidneys, and signals hormones.Vitamin A ensures proper lift growth and healthy skin, vitamin B complex breaks d avow carbohydrates and fat and supporters to let out healthy sickening governance, whiles vitamin C heals wounds and succors the immune outline. Vitamin D ensures the en rankment of calcium for strong bones and teeth whiles vitamin E friends in the formation of passing fund kiosks.Minerals also play heavy determination in the body Iron is very burning(prenominal) in the formation of haemoglobin, Calcium and phosphoric argon unavoid equal to(p) for the formation of strong bones and teeth, whiles Iodine is important for the proper functioning of the thyro idal secreter.Water is an important compound because it provides the moderate in which all biochemical re marchs such as digestion, excretion and submergence takes place. Water tendings in regularization the body temperature and also forms the basics of all the body fluids.2.1 explain the functions of carbohydrates, lipids and proteins, and evaluate antithetical regimen sources.Carbohydrate is one of the nutrients that provide our bodies with energy. They include sugars and starch, and their principal function in organisms is the pro grooveion and fund of energy and heat. thither ar two types of carbohydrates simple and complex. Examples of simple carbohydrates be glucose and sugars, whiles complex carbohydrates atomic number 18 the starches the body binds energy from. Different wipe out sources of carbohydrates are rice, potatoes, and pasta. If the right inwardness is taken, they supply the body with the requi reddened energy postulate for the muscle, brain and central nervous form. They also play an important agency in the metabolism of aminic and fatty acids as well as regulating roue glucose.Lipids consist of natural fats and oils which are derived from plant and tool sources.They perform the function of storing and supplying of energy, body building components and certain vitamins. whatsoever of the energy used by the heart is obtained from fats. Lipids also protect divergent organs. Lipids are also used as hormones that play the federal agency in regulating body metabolism. They stand by in the pro distri solitary(prenominal)ion channelion of hormones and store vitamins ADEK. Sources of fats are margarine, milk and groundnut oils.Proteins play a vital role in the formation of structures in organisms. Proteins are built up from amino acids and are used for body building or growth. They are also for the repair of damaged and worn out tissues. When at that place is shortage of carbohydrates and fats, they are used for the harvest-festivalion of energy. Proteins are also used in the formation of enzymes, hormones and muscle. They also form a major component in the bone, muscle and separate tissues and fluids. Food sources of protein include meat, weight, eggs and groundnut and the end product of digesting protein is amino acids.2.2 Explain the need for vitamins and minerals and evaluate different provender sources.Vitamins are extreme constituents of intellectual nourishment required in very undersized draw off senses for a revolution of metabolic purposes and for right health. Minerals on the an new(prenominal)(prenominal)(a) hand are inorganic elements essential for normal growth and development. in that location is the need for vitamins and minerals because they are important for maintaining good health and prevents some diseases. They are be in a variety of sustenances, so a balanced diet should provide the body with the needed quantities. They control the chemical reactions with in the body to convert viands into energy. There are 13 vitamins which are classified into two groups irrigate supply soluble vitamins which are B C and fat soluble vitamins A, D, E k.Vitamin A is important for growth and healthy skin, and also helps in the bodys immune organisation. Food sources for these vitamins include milk, yetter, chicken, and mackerel. Vitamin B complex breaks d own carbohydrates and fat and helps to egest healthy nervous system whiles vitamin C heals wounds and helps the immune system. Vitamin D ensures the absorption of calcium for strong bones and teeth and vitamin E helps in the formation of red consanguinity cells. Vitamin K helps the colored in the issue of air clotting factor for the prevention of informal bleeding. Through the activity of the healthy bacteria, the body also exonerates vitamin K in the prominentr-than-life gut. Various fare sources of vitamins include coloured-colored, beans, green vegetables, o celestial orbits and egg yolk.Minerals also play specific and important function in the body. There are two types namely largish minerals and micro or trace minerals. Macro minerals are needed in large quantities and they are calcium, phosphorous, magnesium, sodium, potassium, chloride and sulphur. Trace or micro minerals are needed in pocket-sized quantities. Even though the body needs it, it requires simply a diminished bit for the body to function ion, manganese, copper, iodine, zinc, cobalt, fluoride and selenium.Ion is present in foods as green vegetables, eggs and kidneys and is very important in the formation of haemoglobin. Its absence reduces the oxygen carrying capacity of the line of work and causes anaemia. Calcium and phosphorous are needed for the formation of strong bones and teeth. You provide get them from milk, fish and whole grain cereals. Calcium plays a role in ances humble clotting and muscle contraction. Iodine is important for the proper functioning of the thyroid gland. Its food source include cheese and sea fish. Magnesium is derived from fruits and helps in the transmission of nerve impulses. Potassium is a nonher(prenominal) form of mineral which clenchs the muscles and the nervous system working properly. It ensures the right sum total of wet in the linage and body tissue. Food sources are bananas, broccoli and tomatoes. Zinc is the detain mineral type which helps the immune system. It is the bodys system for fighting off illnesses and infections. It also helps with cell growth and helps heal wounds such as cuts. The food sources for this mineral include pork, lamp, beans and lentils.3.1 Describe the main organs of the digestive systemThe digestive system comprises of the digestive tract a series of roaring organs conjugated in a enormous tube from the babble to the anus, and other organs that helps the body to break down and realise food, k this instant as the addendum organs. Those accessory organs include the salivary glands, the pancreas, the liver and the gallbladder. The mane digestive tract takes in food in various forms and extracts the nutrients that the body turns into energy, and the clay are and soce excreted.The digestive tract also contains a form of tranquil muscle that helps to break down food and move it on the tract. Organs that furbish up up the digestive tract are the p apiece, oesophagus, defend, meek bowel, large intestine also spotn as the colon, rectum and the anus.The lecture is the web direct of ingestion. Its primary function is to help digest food by suppression and breaking down the size of the food into nonageder units. The mouth includes the teeth, knife and the hard and soft Pilates. There are also cardinal sets of salivary glands parotid, sublingual and sub maxillary that secrete saliva to help in chewing food. There is a lining in the mouth called the mucous membrane which contains tiny glands that produces juice to help digestion. The tongue also mixes s aliva with food and moves it towards the pharynx.The oesophagus is a food tube that begins at the pharynx and trails to the pessary into the stomach. Bolus is pushed down the oesophagus by peristalsis a circular sphincter muscle muscle opens to let food pass and closes behind it to prevent the food fdepressioning back from the stomach.The stomach is the location for breaking down food by gastric acid and digestive enzymes after it comes down the oesophagus. There is also a lining called the mucous membrane which contains tiny glands that produces juice to help digestion. The small intestine is the main place for digestion because, it where vitamins and nutrients are absorbed. It past passes done the large intestine which compact the go down on and stores any piss left(a) over(p) over from the small intestine. Wastes are finally abandoned off by the anus at the end of digestion. The liver, pancreas and gall bladder are important in secreting and storing substances that help s in the breaking down of food.The liver and pancreas produces digestive juice that reaches the intestine through the small tubes called ducts. Digestive juices are stored in the gallbladder until they are needed in the intestine. Parts of the nervous and circulatory systems also play a major role in the digestive system.3.2 Explain the function of the main organs of the digestive system.The role of the digestive system is the corporal and chemical breakdown of food. After ingestion, food and fluids are work outed by the digestive organs so that nutrients gutter be absorbed and circulated through the root germinate and so(prenominal) to the body for the needed nutrients. Any remaining food which is not able to digest is go pastd through the anus as crapper.The digestive system is made up of the digestive tract a series of hollow organs adjunctioned in a long tube from the mouth to the anus and other organs that help the body to break down and absorb food.Organs that make u p the digestive tract are the mouth, pharynx, oesophagus, stomach, small intestine, large intestine also known as the colon, rectum, and anus. These are the main organs of the digestive system. There is a lining called mucosa indoors these hollow organs. In the mouth, stomach, and small intestine, the mucosa contains tiny glands that produce juice to help digest food. The digestive tract also contains a social class of smooth muscle that helps break down food and move it on the tract.Mouth is where digestion process begins food is set downed, cut, crushed and chewed by the teeth and disconnected down with saliva. The process of mechanical and chemical digestion begins at the associated accessory organs such as the teeth tongue and salivary glands through mastication, whiles the mouth also begins the propulsive process of swallowing.The next organ is the pharynx which serves as the passage focus when food is swallowed and connects the mouth and the oesophagus.The oesophagus is a thickset walled muscular tube that connects pharynx with the stomach and serves as the passageway for food from the mouth to the stomach. This works by a process called peristalsis.The stomach is a j shaped muscular bag which chums, digests, and stores food. It continues the process that began in the mouth of reducing the size of the food. It acts as a temporary transshipment center spot for food where chemical digestion of proteins begins. A few fat soluble substances are also absorbed through the lining of the stomach into the blood stream.another(prenominal) organ of the digestive system is the small intestine which is located betwixt the stomach and the large intestine. It measures intimately 6m approximately. The small intestine is where digestion is completed and well-nigh all the absorption of the digestion products into the blood stream go pasts. Mechanical digestion and propulsion of the food through the gastrointestinal tract is achieved by the alternate contracti on of the smooth muscles of the small intestine wall. Enzymes conveyed through ducts from the pancreas, liver and gallbladder, together with enzymes secreted from the cells lining. The small intestines function is to chemically digest the food. The soluble digestion products are taken up into the blood stream by passive and active mechanisms.The large intestine, also known as the colon is part of the main organs of the digestive system which measures nearly 1.8m long approximately and is located by the pancreas and wraps around the small intestines. It is considered as the largest part of the digestive system which contains large amount of vitamin producing bacteria B1, B2, B6, B12, folic acid and biotin. The large intestine is the site of absorption for the remaining water from the indigestible food matter, stores this unusable food and eliminates them from the body as faeces which consist of indigestible materials, bacterial and sloughed off intestinal cells. The large intestine takes some 11 to 16 hours to finish up the remaining process of the digestive system.The rectum acts as a temporary storage facility for the human bolt out. It walls expands the receptors from the nervous system found in the rectum walls, stimulate the intrust to get out waste matter from the body through the anus, which is the opening part of the rectum where waste from the body are expelled.Two solid digestive organs, the liver and the pancreas, produces digestive juice that reach the intestine through small tubes called ducts. The gallbladder stores the livers digestive juices until they are needed in the intestine. Parts of the nervous and circulatory systems also play major roles in the digestive system.4.1 Explain the process of digestionThe digestive system is a gastrointestinal tract that has mouth, pharynx, oesophagus, stomach, small intestine and large intestine. It has other accessory structures, such as salivary gland, pancreas, liver, and gallbladder. (Anatomy and physiology,1999).Digestion actually starts in the mouth when food is ingested food is chewed and mixed with saliva to moisten it, as the enzymes in saliva begin to break down carbohydrate (starch). When food is chewed, it composes lubricated, warmer, and easier to swallow and digest. The teeth and mouth works together to convert each bite of food into a bolus that tin readily move into the oesophagus. There is a lining in the mouth known as mucosa which contains tiny glands that produce juices to help digest food. After the bolus is swallowed, it enters the oesophagus where it continues to be warmed and lubricated as it moves toward the stomach.The acidic env urge onment of the stomach and the action of gastric enzymes and pepsin convert the bolus into chime, a liquefied atomic reactor that is squirted from the stomach into the small intestine. Inside the hollow organs is a lining called the mucosa in the stomach, which contains tiny glands that produce juices to help digest food . Carbohydrates tend to leave the stomach rapidly and enter the small intestine, proteins leave the stomach less rapidly, and fats stayed in that location the longest. The stomach then secretes juice that works to convert food into a thick liquid. These liquid then passes into the small intestine.The conversion of protein into amino acids, fat into fatty acids and starch or carbohydrate into simple sugars is what happens next in the small intestines. The small intestine is the principal site of digestion and absorption. Enzymes and secretions from the pancreas, liver, gallbladder, and the small intestine itself, combine to break down nutrients so that they can be absorbed. The pancreas is a veritable enzyme factory, supplying enzymes to digest proteins, fats, and carbohydrates. Intestinal cells also supply some enzymes. The wall of the small intestine has gazillions of tiny cells that are known as villi. Inside the hollow organs is a lining called the mucosa in the small intestine which contains tiny glands that produce juices to help digest food. jail cell has legion(predicate) small blood vessels where digested materials are taking in, and plea claverd to the body cell. Materials that are not absorbed move into the larger intestine, where the water and common salinity get absorbed. The hard solid waste goes out via anus.5.1 Describe the structure of the liverThe liver is the largest gland found in the body, and it weighs between 1and 2.3 kg. It is located at the right upper part of the stomach. It has two lobes that is a round body part. Its two blood vessels enter the liver as hepatic inlet vein that comes from the small intestine, and the hepatic arteria that is oxygenated blood from the lungs. The liver has two ducts that unite to form the shared (joint) hepatic ducts that open with the pancreatic duct in the hollow side of the duodenum. The gallbladder is inner liver, it acts as storage for bile, which is form by the liver cells. The right lobe of the liver is larger than the left. The boles allot into many an(prenominal) tiny lobules that are made up of many liver cells. The whole liver structure is permissible with the system of blood capillaries and lymph capillaries. The liver cells do secrete bile that is collected in the bile capillaries, and then join to form bile ducts. The entire bile ducts eventually join to form the main hepatic duct. The main hepatic duct then gives off a branch that is known as cystic duct. The cystic duct goes into the gallbladder. The cystic duct joins hepatic duct while inside the gallbladder. The two ducts continue as the universal bile duct, which joins the pancreatic duct to form a shared duct, which opens into the duodenum (first instalment of small intestine). (Anatomy and physiology,1999).5.2 Describe the role of the liver in dealing with nitrogenous waste and toxins.The liver is give care chemical processing centre which has got many functions and they includes the production of bile, it also produces proteins, and stores glycogen, iron and some vitamins. The liver also removes toxins and waste from the blood and converts them into less abusive substances. It also regulates blood sugar, lipids and amino acids, forms plasma proteins and stores vitamins such as A and D.When the body uses protein, it is tough down into amino acids by the liver. The by product of the used protein is ammonia which is toxin to the body. The liver then uses enzymes to convert this ammonia into urea, which goes into the blood. It is then picked by the kidneys to flow out of the body. Other disposal is through the intestines. Without the help of the liver to convert ammonia into urea, it would build up in the blood which can cause problems.Another factor is the use of drug or alcohol. Again, the liver with the help of digestive enzymes breaks down this substance which is then disposed off by the body. These broken down toxins are eliminated from the body by converting and then exc reted to the bile or blood. Through the duodenum, bile waste substances enter the intestine and eliminates from the body as faeces. Blood waste substances is also filtered from the blood by the kidneys and eliminated from the body as pissing.The liver has to convert fat soluble toxins into water soluble substances that can be excreted from the body. It filters the blood to remove large toxins, synthesizes and gets rid of bile and other fat soluble toxins and live enzymes eliminate unwanted chemicals. The process of disposing of toxins occurs by oxidations and conjugation.Oxidation neutralizes the toxin which go out then be neutralised by conjugation. This process converts a cyanogenetic chemical into a less harmful chemical.Conjugation is the pathway where the liver cells add another substance such as sulphur molecule to a toxic chemical to make it less harmful then excretion.6.1 Describe the gross and ultra structure of the kidneyThe gross structure of the kidney is what we can see with our in the buff eye. It consist of the fibrous condensing meet the kidney, the cortex which is a red/brown colour layer of tissue that is downstairs the abridgement and removed the pyramid and the medulla, which is the inner intimately layer consisting of the renal pyramids. The ultra structure is what we can not see with our naked eye. They are the operable units, the nephrons and the smaller numbers of collecting ducts.The kidney is either of two bean shaped excretory organs that filter waste from the blood. It is located at the dorsal part of the abdomen. The left kidney lies slightly above the right. distri besidesively kidney is supplied with blood by the renal artery and drained by the renal vein. Coming out of the two kidneys are a pair of ureters which conveys urine from the kidneys to the urinary bladder for temporary storage. The give-up the ghost portion is the urethra which is responsible for sending urine out of the body.The diagram below was lifted fr om (www.ivy-rose.co.uk/human body), proves the gross structure of the kidney.The kidney is reddish brown in colour and has got a deposit of fat on top of it. It can be seen to bring forth a central cavity, the pelvis, while the surrounding mass of tissue is differentiated into an outer cortex and an inner medulla. Urine formed in the kidney passes by a pair of ureters, into the bladder where it is stored until released by the urethra.Each kidney contains virtually one million nephrons which can be regarded as the functional unit performing some(prenominal) functions of excretion and homeostasis. At the inner end of the nephron is a spherical structure called the Malpighian body which is located in the cortex. It consists of a cup-shaped Bowmans capsule and a double layer of epithelium, enclosing a small cavity known as capsular space. The capsule then extends into a tube that coils many whiles to form the proximal winding tubule. It then descends into the medulla where it make s a u-turn known as the loop of Henley.The tubule ascends again into the cortex, forming the distal convoluted tubule, which opens into a collecting duct, along with several(prenominal) other nephrons. The collecting ducts converge at the pelvis of the kidney, shedding their confines into the ureter, which carries the urine to the bladder for temporary storage. Entering the narrow opening of each Bowmans capsule is a small arteriole, which breaks up into a network of capillaries, the glomerulus. Leaving the capsule is another arteriole, which subdivides to give a network of capillaries enveloping the convoluted tubule.6.2 Explain the process of filtration in the nephronThe main function of the kidney is to purify the blood which flow through it. It extracts and eliminates all harmful substances and ensures it has the correct composition. This is achieved through the process of filtration, re-absorption and secretion. Because the artery driveing blood into the glomerulus is larger than that carrying blood outside from it, a high pressure is built up within the glomerulus. Under this pressure, filtration occurs. This involves the forcing of substances from the glomerular capillaries through the thin wall of the Bowmans capsule, into the lumen of the tubule. This filtrate consists of water, glucose, amino acids, vitamins, salt and urea.The filtrate passes down to the proximal convoluted tubule where considerable re absorption occurs. Over 80% of the glomerular filtrate is absorbed including all the glucose, amino acids, water and vitamins. The process of absorbing the useful metabolites back into the blood stream is known as selective re absorption which involves active transport and passive diffusion. Active transport requires energy (ATP) which is provided by the cells of the tubule. Further waste substances may be added to the tubules by active secretion from the blood capillaries surrounding the tubules.The Henles loop and distal convoluted tubule help to regulate the amount of water in the body. This is achieved by the help of a hormone known as ADH (Antidiuretic hormone) produced by the pituitary gland. The tubule also helps to regulate the pH of the blood, regulating the amount of ions in it.When the osmotic pressure of the blood is very high, more water is absorbed from the urine. This mechanism dilutes the blood and returns its niggardliness to normal. At low osmotic pressure of the blood, very little or no water is absorbed in the convoluted region of the tubule. Low concentration of the blood increases its regulatory activities by forming weak or diluted urine at regular intervals tho laid-off in large quantities to help bring the blood concentration to normal. This regulatory activity is controlled by ADH. Its presence in the blood stream affects the collecting duct thereby regulating the amount of water in the urine.6.3 Explain the methods by which the kidney varies the volume and concentration of urine.The cells of the human body are surrounded by liquid that is remarkably unceasing in its properties. The various metabolic processes that take place in the cells of the body require a never-ending internal environment. Homeostasis is the process that ensures maintenance of this internal environment. Almost all chemical activities in the body system are enzyme controlled and they work better under good condition with respect to pH, temperature and other factors.Whenever the bodys normal temperature is altered and the condition of salt with respect to K*, Na*, C1- ions are not well maintained within the physiological limits, a number of process including nervous transmission are affected.The regulation of the amount of water and mineral salt in the body is controlled by hormones. When the amount of water in the body is low and the body begins to dehydrate, the concentration of salt in the blood increases resulting in an increase in the osmotic concentration of blood. The brain detects this modific ation and nerve impulses are sent to the pituitary gland to stimulate an increase in the production of ADH. This increases the permeability of cells of collecting ducts and they resorb more water which helps to normalise the osmotic condition of the blood.On the other hand, when water in the body system is higher than normal, ADH production stops or reduces. Under this condition, large volumes of water are discharged together with the urine into the external environment, which is known as osmoregulation.REFERENCEKen, Chisholm (2009) grandness of nutrition online easy athttp//www.nutrition.about.com (Accessed 03/01/2010 at 2227)Matt, Ziemian (1982) Human Anatomy food colour Book, unexampled York Dover publication.Ross, Wilson (2006) Anatomy and Physiology, Churchill Livingstone Elsevier 10th Ed.Ross, Wilson (1990) Anatomy and Physiology, Churchill Livingstone 7th Ed.Thompson, Bnowak (2009) liver detox online useable athttp//www. battalion.cornellcoge.edu (Accessed 02/12/2009 at 08 00) fountain obscure (2009) the digestive system online Available athttp//www.digestive.niddk.nih.gov (Accessed 10/01/2010 at 1815) informant unknown (2010) structure of the kidney online Available athttp//www.ivy-rose.co.uk/humanBody (Accessed 12/01/2010 at 1002)Author unknown (2010) filtration of the kidney online Available athttp//www.purchon.com/biology (Accessed 12/01/10 at 1717)Author unknown (2010) filtration of the nephron online Available athttp//www.health.howstuffworks.com (Accessed 12/10/2010 at 1733)Author unknown (2010) filtration of the nephron online Available athttp//www.nsbn.org/humanphysspace/focus4/ep-urine(Accessed 12/10/2010 at 1747) master copy Ethics Compare And ContrastProfessional Ethics Compare And ContrastProfessionals carry a lot of deterrent example responsibilities to those in the population in customary, and to society. Professionals can act on apprised decisions that the public cannot, because the public lacks the knowledge that the professional has. There are several honest principles that dictate how a professional should act in a business setting. These ethical principles arouse many similarities precisely are ultimately very distinct.Teleology is a Greek word meaning end or purpose. Teleology refers to moral philosophies that results in moral decisions base on the final outcome. A person forecasts at the choices presented to them and weighs all the outcomes and then chooses the consequence that best suits there desires. There are two major teleological philosophies, egoism, and utilitarianism.An swellhead is a person who is only concerned for him/her self. They do eitherthing that they can to further their own needs. This doesnt mean they are evil and greedy. An egoists goals can include getting a better job, a better house, or that stock portfolio they al ways wanted. In regards to ethical decisions, the egoist exit choose the path that leads to their own goals with little to no regard to the other stakeholder s. For the most part an egoist only debates short term, there are some egoists that can think long term. These egoists are called tyro egoists.Another version of the egoist, the enlightened egoist, is able to look further along in time, they are also able to think about other pecks interests when making ethical decisions. An enlightened egoist will console keep there own interests ahead of others. An example of an enlightened egoist would be some one that helps a turtle overlay the street only because that person would sapidity bad if the turtle were to get killed by a car, and also it would help the turtle. In regards to business ethics, the egoist would be someone that tells management of someone else wrong doing against the company tho only if it would utility there position in some way (Ferrell, Freidrich, Ferrell, 2010).The egoist isnt the only one that is concerned with consequences. A utilitarianist concerns themselves with many consequences only when un equivalent egoists they dont do things equitable for themselves. The egoist and utilitarianist are very overmuch plan oriented. They weigh all the outcomes and consequences, and what will happen to the stakeholders. The difference barely is that the utilitarian will try to find the best choice to benefit everyone, while the egoist will of course try to get as much benefit as possible for himself. Utilitarians dont just think about the benefits to humans either. Utilitarians will choose whats best for everything, including plants, animals, and the environment. Dont confuse them for tree snuggling hippies though. If a solution does not benefit all stakeholders a utilitarian will not choose it.DeontologyDeontology is completely different from teleology. real the only thing that they direct in common is that deontology is also a Greek word. Deontology is from the Greek word for ethics, and refers to a focus not on the self like Teleology entirely on others, and others intentions. Deontology teaches that there some things that just should not be done even if it could increase utility. any(prenominal)one that follows deontology would try to convince there boss to give an employee another chance to alter their performance even though it would probably help overall productivity just to fire the person.The basic guiding ethical principle of deontology is that if you are comfortable having everyone see your actions and your rationale for committing this action is suitable to become a universal guiding principle then you are ethically expire in committing that action (Ferrell, Freidrich, Ferrell, 2010). Another example of this would be the taking of social occasion supplies for use at home. If this were a universal ethical standard then companies would be vent out of business because they would be legislateing pie-eyed amounts of money on office supplies. Deontology can also be broken down into two different schools of thought, happen deontology, and act deontology .Rule deontology focuses on a conformity to general moral principals. Basic deontological philosophies use designer and logic to create their rules of behavior. Whistle-blowers are the best example of rule based deontologists, if the whistle-blower is bringing up a complaint that affects the general health and well universe of its employees and customers even if they would suffer the loss of their job or worse.On the other end of the deontological spectrum is the Act deontologists. The act deontologist will fluid use rules and logic but not the currently established ones that the rule deontologists put up created. Those rules are only guidelines to be used to make an ethical well thought out decision. Act deontologist also treat every action differently and as a seperate incident to be unconquerable on its own.There is also some debate on the obligations of deontologists to the law. Some argue that one of the deontological duties is the commerce to obey the law. Otheres argue that any duty to obey the law depends on whether the possesses practical authority (Deontological Ethics, 2003).Relativist PerspectiveThe relativist scene is more of a deliberate of ethical norms and behaviors across the numerous and uncountable market-gardenings of this world. It lovable of follows the ideals of deontology in that it studies the rules of ethics that each conclusion creates. Relativists pride themselves on existence fair and impartial to each cultures ethical norms. Relativists know that ethical decisions are based on cultural norms and therefore there can be no absolute ethical rules. For the most part relativists will draw together to moral and ethical standards of the culture that the relativist is currently in, but will modify these morals and ethical rules as they move from culture to culture.To put this in perspective the relativist perspective can close be used as the job description for an anthropologist. A good example would be polygamy, the radiat ion diagram of which is very acceptable in some societies but frowned upon in most of America (Moral Relativism, 2004).Virtue EthicsVirtue ethics is all about being an ethical person. Virtue ethicists will tell you that they do not follow a set of rules. Their actions are dictated by virtues and these virtues are inherent to your person. Virtue ethicists are also not concerned about the consequences of their actions like the Teleologists, nor do they have to think things through like a utilitarian. A virtue ethicist does whats right because they are a good person. Virtue ethics are not a habit like smoking, it is a persons very nature. These virtues (the rules that drive a virtue ethicist) will oft come into conflict with a persons emotions. The truly virtuous however, are exposed of putting aside their emotions and act without pause.JusticeJustice is a system that is used to evaluate the fairness of different situations. Justice is based on rules, just like the deontologists, but in contrast these rules are scripted and are capable of forcing mass to follow them. There are three types of justice that can be used. There is distributive justice, procedural justice, and reciprocal justice.Distributive justice relates to the guidance of the allocation of benefits and burdens of economic activity. In other words this is what decides who the laws should apply to. Procedural justice relates to the procedures used to produce the outcome, and active justice is used to evaluate communication processes.ConclusionProfessionals have an uncountable number of moral and ethical decisions that they must decide on, and they need guidelines to help them make the best ethical and moral decisions. These guidelines can come from a commodious many sources, and it is ultimately the professionals decision on what to follow. Society in general follows these guidelines, and indeed without these guidelines society could very well fall apart into chaos. atomic number 18 We Dependen t on the Media?Are We Dependent on the Media?Media Are we decorous dependent?Media is all over in society it is almost impossible for hoi crownworkoi to ignore. Media such as goggle box system, film and social media can play a significant role in socialising children, and forming their ideas about the world. This creates a calendar method of birth control where each generations views and ideas become influenced by media and each generation depends upon it for morals and ideas. UK children keep abreast an average of more than two and a half hours of television a day and spend an hour and 50 minutes online a day, a survey suggests. It is estimated that children watch 40,000 television adverts each year. (AAP, 2006) and as children grow, viewing of television increases. Under 6s only watch 2 hours of television whereas 8 18 year olds watch on average 2 extra hours a day. This suggests that people rely more on television as they grow, now this may be because there is more choi ce for them to choose from or that they are in fact becoming dependent upon it.Most forms of media are seducing in many ways, which can make them become addictive because they pop exciting. Advertising people use clever techniques to hook people in and make them want to consume more media use techniques such as repetition of the advertised item, allowing for them to be build awareness and using television adverts, it allows both sight and sound to be used. This allows the advertiser to disguise the repetition by changing how its delivered.An advert for a product called HeadOn is an example of this. (Number 1)viewers dont know what the product does but the name is remembered. There are many other techniques such as association with something well known i.e. a celebrity or song, or a desirable emotion being used. There are also ways such as promotions, bandwagon role everyone else is using it and so should you. A successful advertisement creates a desire in people and allows for a way to fulfil that desire, which makes the reference feel good about doing anything about it.Often we just receive messages from the media and do not question them making it easier for people to forget that everything does not have to be accepted. Media messages have only been one way. Audiences watch and consume them but we do not create or influence the media, however, new content on the internet has changed this such as social networking sites and audiences uploading content online, using sites such as YouTube. Changes have come about because it allows for the audience to interact more with media, instead of just creating it, they allow for thought processes and creativity to flow, people do not just consume the media they are given but they add their spin, allow themselves to show off their opinions, creativity and even make a career out of something they are passionate about. They interact with the media they are looking at.Youtubers make a significant amount of money. Dan H owell aka Danisnotonfire uses YouTube professionally and has a net worth of around 2million. ( electrify, 2015). He is a video intercommunicateger and recently became a radio in the flesh(predicate)ity. He creates many different videos from internet help groups asking his followers to ask him questions to collaborating with other YouTubers such as AmazingPhil Phil Lester. They like to interact with their followers, even having Tumblrs which allow for this. They show peoples fan art and vlog about different subjects.Young people dont sit in front of the TV for hours, they sit in front of a laptop for hours, says Danisnotonfire. Media companies have to lodge or die, like Blockbuster Video. (Conrad Withey, founder of Popshack, 2015)Many YouTube stars have become household names Zoella (8.4m subscribers) has published intravenous feeding best-selling books in six months. Both Danisnotonfire (4.8m subscribers) and AmazingPhil (2.6m subscribers) have also brought out a book and sell out a UK tour. YouTube stars have become one of the few ways to reach younger consumers. A survey by Variety found that the five most influential figures among Americans aged 13-18 were YouTube stars, eclipsing mainstream celebrities including Jennifer Lawrence and Seth Rogen. (Variety, 2015).In the last 15 years media outlets have rapidly increased. In 1988 there were 4 television channels in the UK, now there are over 250. There were 60 radio stations, now almost triple that. There were 14 cinemas, now there are 2000 (Peake, 2002) these changes suggest a wider mould of choice meaning people can spend more time using what is there. Early theories of media results argue that media has a direct case on behaviour. Hypodermic syringe theory (Harold Lasswell, 1920s) sees the media to have an immediate effect on peoples sense modality and actions. For example, violence in movies can produce untrained behaviour which can enable influences on peoples perceptions. This could manipula te and control audiences but most of the research used to support this is from laboratory experiments which is fine but it lacks ecological validity as people behave different in laboratories than in real life. This theory ignores individual differences. Uses and gratification theory challenges this approach. This asks what an audience does for the media instead of vice versa. It is argued that media is there to satisfy certain needs. McQuail et al. (1972) identified four needs that need to be met by watching television, they were escapism, companionship, personal individuality this was to see how clever they were using programs like quizzes and the last need was their need for study.The uses and gratification approach lets the audience choose from the media to satisfy their needs. However, how can we advert audiences needs and how do we know that audiences have a wide range of programs, are they selective? spate are adapting with the engineering science. In 1990, the internet h ad existed for only 7 years and only 3million people had access to it worldwide, of these 73% of were American. In 2008 there were 140 million people alone who have registered Facebook accounts and 40 million people had Bebo (comscore.com) Of these people there were only 22% of adults used them whereas almost double of children aged up until 17 used these sites, show that maybe age has a part to play. According to Ofcom (2011) there were 18.8 million people to have a fixed residential broadband in the UK while the figures continue to rise the UK population in 2011 was 63.2 million so only 30% of the population had it. The usage increases as the range of media increases but it only explains correlation and not causality. This could also suggest that people did not have internet at home but with the rise in other devices that access the internet smart phones and dongles they could be using these instead. 76% of those asked in thinkwithgoogle.coms survey said they accessed the interne t every day from their phones, so the internet usage could be higher. It could be argued that people could be seen to use more media as there is more of it to access, so the average could still be the same. pecks needs are forever changing and they seem to change with the media, as we are predisposed to media from a young age and it increases with age. (Jessica Farrow, 2015)Media colony theory argues that the more dependent an individual is on the media for having their needs met, the more important the media be to that individual, thus there is a vicious cycle. (Sandra globe Rokeach and Melvin Defleur, 1976). This theory is based on the uses and gratification theory which identifies how people use and become dependent upon media. People will use the media for many reasons information and entertainment are just two examples. The media will also have much more influence over the individual if someone is dependent upon the media then it is easy to set an agenda. Agenda-setting theo ry (Max McCombs and Donald Shaw, 1968) describes the ability to influence the immensity of topics on the public agenda. I.e. if a news story is frequently cover then the audience will regard it as more important. For example, the constant televised show of the presidential 2017 election, this is important to everyone but is it only important because we keep getting told of it. The Paris attacks are another example, whilst this is important, there were bombings and attacks in different eastern countries but we were never told of this. Bad news almost constantly dominates the headlines people respond more to negative words than they do to positive.Media is constantly made for a reason and the audience helps that by being a part of the cycle. This approach can be easily measured as it is positivist and it predicts a correlation between media dependence and magnificence the media has. However, each person uses the media differently, so individual differences need to be taken into ac count. This theory does not do this but according to Chaffe and Bergers criteria for scientific theories (1997) this theory is good. It is simple to understand and can be proven false, if a person is not dependent upon media then it will not be of great importance to the individual. This is also a great springboard to further research and helps to head and relate to other media effect theories. It is a good theory but it needs to be expanded using the other theories such as kindly cognitive theory (Bandura, 1986) build on uses and gratification theoryT1, it helps expose the stimulus for media consumption.Social cognitive theory explains behaviour in equipment casualty of the reciprocal causation between individuals, environments, and behaviours. This allows to make a more personal relationship between them instead of a much larger picture.cognitive approaches like cultivation theory treats media consumers as passive sponges who file away bits of information. This does not always adequately describe consummation of media. Some people are more involved in certain aspects of medias, like fans of shows or movies. These people are not passive in their approaches but are interpreting material and seeking joyfulnesss such as happiness and escaping their routines. People who are dependent upon media rely upon getting their needs met, so they spend more time using media to get the socialising they need and the needs covered. Each individuals needs is different but this seems to happen from childhood. dependance is a serious problem for everyday life, usage of the internet a large part of mass media helps to fuel peoples addictions. To be classed as an addiction suggests that people are becoming much more dependant and that the use of media can be dangerous especially if it is changing the biology of peoples brains. Media activates the same pleasure centres of the brain as substances like alcohol and drugs. Among these alterations, the most significant is in the un cinate fasciculus which connects the limbic system to the hippocampus, creating a dissymmetry in the frontal lobe of the brain. colony is only possible if the activity is rewarding to the individual. They start to need to media for their own personal needs and become selfish and as it is everywhere it is almost impossible to stop what they are doing. Even if individuals do not have much of a reason to use any form of media, they have to use it because it is necessary to stimulate their brain and release the chemicals needed to feed the addiction. Having behaviour problems such as ADHD and depression can effect this differently, as the brain reacts to different stimulus in ways that a brain would usually do and I will discuss this in my next essay.Using social media can be detrimental to health. We see people doing different things with their life, maybe getting promoted or just a holiday and the mood can change, people can become envious. It makes everyone comparability their live s to others, making people feel like they could be doing better, that they want something. Alison Stevenson wrote a blog on this and she says,For years, Id hear news of a friends success, and my immediate reaction would not be joy for that person. Instead Id think to myself, why didnt that happen to me? Only after the initial wave of self-pity had subsided, would I be able to finally feel genuinely happy for that person I couldnt help but obsess over why my particular path hadnt lead me to the success I saw in other peoples lives. (Alison Stevenson, 2015)T2JF3JF4If a mood can change like that just from using sites such as Facebook, then what is it doing to the mass population who are constantly using it. People seek approval and online media makes that much easier and worse to do. Stevenson admits that stopping using the site helped her ease off on the envy and learn to be happier.Social media also allows people to showcase the best side of their lives. They can show an idealised se lf to the world which allows people to be envious. A poll on Twitter revealed a sentiment of social media fatigue. Jazzi, does not blog so much anymore, hasnt used Instagram in 70 weeks and her response to the poll was her first tweet since 2014. She still maintains all platforms except for Facebook and doesnt interact with others. Stacey, a PA from London, deleted Facebook three years ago when it went rogue and published mystical messages on her public wall. Since she deleted it she has no regrets. (Jane Helpern, Think Pieces, 2015) This goes to show that people do not have regrets from leaving social media and that can make it easier to live a day to day life.T5We consume media but how much is it sensationalised to create more drama and effect. Television does it even documentaries have a habit of adding to it. For example, Nanook of The North (1922) increase issues that continue to this day, there was a jerry-built depiction of Inuit culture, actors were used in place of real people, parts of the Inuits identities were erased and the charter of the eskimos were overlooked. He manipulated the story, changing customs to show his vision. He continued to excerpt issues regarding the natives in favour of supporting his vision (Gray, 1950). A documentary, chronicles the lives of real people. Flaherty, the director, raised controversy with Nanook, because his most serious manipulation of the subject was to pay both his technical assistants and his performers (Nanook of the North, 1996) and establish characters.T6Documentaries seem to show one side, does this make them biased or does that allow for the subject to be talked about? The Rageh Omaar documentary (2016), which duologue about migration and technology, talks about Estonian culture and how the media seems to have hindered the culture they live by but there is also the other side, did the media help create the culture? Documentaries can provoke different feelings, such as socialisation which in turn, l inking up to the Rageh Omaar documentary can be a hinder to everything and make people change in some way. If the culture is aware of the media presence then could it help, maybe creating empathy in people if they are represented truthfully? By using the programme itself to show this, it shows how technology do both. T7JF8Children still use a lot of media today, using items like tablets for games and educational purposes. This changes their development and the way they learn and socialise with each other, many children in the western world use media at such a young age. I will look more into this when I bring through my second essay, also looking at the cultural differences posed and how different media technology is in developing countries and how the rise in technology and the effectuate of this. People get sensitised to the media and they do not always know or realise how much they are taking in. The aim of this study is to establish if society is dependent upon media and wheth er they use too much of it in their everyday lives. What is too much needs to be considered but this will be looked into further in my next essay. To ensure validity I will back it up with theories already made and statistics already found. Media dependency theory will be one of these. As stated media is everywhere so this study will show people use media in all aspects of their lives and they need it fulfil their needs whether psychological or biological.References twine Rokeach, S, and Defleur, M. (1976) A dependency model of mass media effects Communication Research, 3, 3 21.Chron (2017) 5 Most Common Advertising Techniques Online Available At http//smallbusiness.chron.com/5-common-advertising-techniques-15273.html (Accessed seventeenth January 2017)Google (2012) Smartphones and the meshing. Online Available At thinkwithgoogle.com (Accessed 13th October 2016)Halavais, C. Petrick, C. Anker, A et al. (2004 2006) Communication Theory. London eM PublicationsHelpern, J (2015) soc ial media suicide why generation z is going off the grid. I-D Think Pieces Online. Available At https//i-d.vice.com/en_us/article/social-media-suicide-why-generation-z-is-going-off-the-grid (Accessed seventeenth January 2017)Internet World Stats (2013) INTERNET USAGE STATISTICS The Internet Big Picture Online Available At http//www.internetworldstats.com/stats.htm (Accessed 28th September 2016)Mass Communication Context (2000) Media colony theory Online Available At http//www.uky.edu/drlane/capstone/mass/dependency.htm (Accessed 14th October 2016)New Media TrendWatch (2013) Usage Patterns and Demographics Online Available At http//www.newmediatrendwatch.com/markets-by-country/18-uk/148-usage-patterns-and-demographics (Accessed fifteenth October 2016)Ofcom (2012) Facts and Figures Online Available At http//media.ofcom.org.uk/facts/ (Accessed 15th October 2016)On Assignment (2016) On Assignment with Rageh Omaar. ITV1, 27th September 2016Pilkington, A and Yeo, A. (2009) Sociology in F ocus for AQA A2 Level. Second Edition East Lothian Scotprint and HaddingtonStevenson, A (2016) Theres an counterpoison for life-envy Online Available At https//www.headspace.com/blog/2016/01/13/how-social-media-is-distracting-you-from-your-goals/ (Accessed 17th January 2017)Tech Addiction (No Date) Internet Addiction Statistics Online Available At http//www.techaddiction.ca/internet_addiction_statistics.html (Accessed 12th December 2016)The Telegraph (2015) Making money from Zoella and Dan Is Not On Fire the start-ups behind the YouTube stars Online Available At http//www.telegraph.co.uk/finance/businessclub/technology/11669543/Making-money-from-Zoella-and-Dan-Is-Not-On-Fire-the-start-ups-behind-the-Youtube-stars.html (Accessed 17th January 2017)WorldMapper (No date) Internet Users 1990 Online Available At http//www.worldmapper.org/display.php?selected=335. (Accessed 15th October 2016)Image ReferencesNumber 1 HeadOn, (2006). HeadOn Advertising, ScreenShot image. Available at https// i.ytimg.com/vi/f_SwD7RveNE/hqdefault.jpg Accessed 17 Jan. 2017Video ReferencesKyleLC (2006). HeadOn. Available At https//www.youtube.com/watch?v=f_SwD7RveNE (Accessed 17th January 2017).T1You do not always use a capital earn when referring to this theory make sure you are consistent.T2Cut down this quotation to pen word countJF3JF4T5Decrease this section, include only a couple of examples?T6Reduce section on Nanook of the NorthT7ReduceJF8