Delinguent Youth Subcultures Gangs Research Paper

Delinguent Youth Subcultures Gangs - Research Paper Example Historical Overview Unlawful and criminal subcultures have a long history in industrialized populations. Some experts purports that the dawning of adolescent subcultures, including the delinquent varieties, occurred in the sixteenth century when humongous social changes took place. While others believe that the advent of Capitalism and the Industrial Revolution in Western Europe, which left countless people unemployed and impoverished and disturbed families and communities, gave rise to the criminal tendencies of people, especially of the youth. These ‘dangerous sectors’ of society roamed the countryside and victimized travelers in order to survive, and eventually settled in metropolitan areas -- still subsisting on whatever means available, including theft, robbery and extortion (Cressey, 1983). In the United States, however, there is no certainty as to the exact time when youth gangs appeared. The earliest record confirming their existence traces back to 1783, when the American Revolution ended. Allegedly, these delinquent youths surfaced in a time when the urban conditions of the country overwhelmed them. Meanwhile, other investigators deemed that youth gangs originally came forth after the Mexican Revolution in 1813, when massive Mexican migrations to the Southwest happened. The young members of these new settlers, as hypothesized, might have experienced many difficulties in adjusting to the American way of life, notwithstanding their extreme poverty (Klein, 1995). The Baby Boom, following the Second World War, and the heightened affluence of young people during the Post-World War II economic prosperity of the US combined to fashion a great youth market with economic power who started to create its own identity and groups. At the same period, the young were spending more time in school and their mothers who joined the labor force were away from home, hence parenting and child discipline were somehow neglected. These circumstances of social chan ge, including the strong influence of media, brought about the subculture of young delinquents (Schwartz, 1987). Youth gangs in the United States during the early 19th century were primarily composed of Irish, Italian and Jewish ethnic groups, alongside the Hispanics (Sante, 1991). But in the 1950s, Chinese youth gangs proliferated exponentially. Chin (1996) traced its development to ancient secret society and Triad traditions back to China. As political castaways who were disfavored and alienated in the Asian nation, these US immigrants formed clandestine assemblies and activities such as gambling, prostitution and drug-trafficking. Rivalry among this disintegrated secret society led to violence, while inherent competition and discrimination against its American-born and other ethnic counterparts more often than not resulted in riots, if not heinous crimes (Chin, 1996). Theoretical Underpinnings Although there is no absolute and universally-accepted definition of youth gangs, it is the general consensus of scholars that they are groups whose members meet regularly and whose membership is group-selected based on certain group-defined criteria (Short & Hughes, 2006). Furthermore, they are mostly consisting of a sectoral group who share common identity, values and tradition. Youth who belong to gangs range from ages 12 to 24 (Franzese,

Marketing Communication Essay Example | Topics and Well Written Essays - 3500 words

Marketing Communication - Essay Example Amongst our clientele, Burberry Plc is one of the leading customers whom we are serving currently and are responsible for handling all their marketing activities within our region for the period running through July to December 2013. Burberry is a fashion brand, established since 1856, mainly dealing in men and women clothing and similar luxurious accessories (Burberryplc.com). This paper provides a marketing communications report, entailing detailed discussion about the concept of marketing communications and its unfolding role in establishing integrated marketing communications strategy. This report is followed by a marketing communications plan for our denoted client Burberry, stating the objectives that are to be achieved through promotional activities and the corresponding strategies that need to be implemented in order to be successful in achieving goals that were aimed at through these marketing communications. Finally we provide an integrated marketing communications strategy for the client to identify how all marketing elements work together to form the ideal strategy after taking into account implications of environmental and legal issues, sponsorship and role of technology. The paper concludes with recommendations for the retailer which might help it to regain its position in the market as it was in earlier years. MARKETING COMMUNICATIONS REPORT This report mainly focuses on the concept of marketing communications and its powerful role in establishing integrated marketing communications strategy. The contents of report are given as follows: 1. About marketing communications Marketing communication refers to the activities carried out by organizations to spread awareness amongst consumers about their products and convincing them to purchase their goods or services (Keller, 2001). Any form of interaction between a producer and a consumer shall fall under the broad category of marketing communication, provided that the basic intention behind such intera ction is the achievement of organizational objectives. Such interaction will ideally result in a sale and purchase transaction or activity of the company’s product or service (McCarthy, 1978). With help of marketing communication, brand awareness can be enhanced and customer can be convinced to buy the company’s product. Thus, any enterprise’s revenue and profitability will be a direct function of effectiveness of its marketing communications. One of the most commonly used tools for marketing include the 4 C’s of marketing mix which aid the organization to combat against unpredictability of external factors that affect consumer tastes, preferences and capabilities of organization to sell its product. First C denotes the customer who is the primary concern of marketing team since without customer there is no survival possible. Therefore their needs are of utmost importance in devising a strategy and maximizing sales. For this purpose, cost, denoting the se cond C, is essential in determining how customers would perceive the product. High pricing strategies might not be able to grab maximum customers and therefore an optimal balance between cost and quality must be achieved. Convenience refers to the place of sale or market which nevertheless is no longer significant since internet technology and e-commerce facility has enabled companies to be