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Much has been written about poverty but none of the accounts seem to get at the root of the problem. It must be noted that the debilitating effects of poverty are not only the result of lack of money but are also the result of powerlessness.【F1】The poor are subject to their social situation instead of being able to affect it through action, that is, through behavior that flows from an individual"s decisions and plans.In other words, when social scientists have reported on the psychological consequences of poverty, it seems reasonable to believe that they have described the psychological consequences of powerlessness. The solution to poverty most frequently suggested is to help the poor secure more money without otherwise changing the present power relationships. This appears to implement the idea of equality while avoiding any unnecessary threat to the established centers of power. But since the consequences of poverty are related to powerlessness, not to the absolute supply of money available to the poor, and since the amount of power purchasable with a given supply of money decreases as a society acquires a large supply of goods and services, the solution of raising the incomes of the poor is likely, unless accompanied by other measures, to be ineffective in a wealthy society.In order to reduce poverty—related psychological and social problems in the United States, the major community will have to change its relationship to neighborhoods of poverty in such fashion that families in the neighborhoods have a greater interest in the broader society and can more successfully participate in the decision-making process of the surrounding community. Social action to help the poor should have the following characteristics: First, the poor should see themselves as the source of the action.【F2】Second, the action should effect in major ways the preconceptions of institutions and persons who define the poor; the action should demand much in effect or skill.【F3】Third, the action should be successful and the successful self-originated important action should increase the feeling of potential worth and individual power of individuals who are poor.【F4】The only initial resource which a community should provide to neighborhoods of poverty should be on a temporary basis and should consist of organizers who will enable the neighborhoods quickly to create powerful, independent, democratic organizations of the poor.【F5】Through such organizations, the poor will then negotiate with the outsiders for resources and opportunities without having to submit to concurrent control from outside. 【F3】

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【F1】During the past generation, the American middle-class family that once could count on hard work and fair play to keep itself financially secure has been transformed by economic risk and new realities.Now a pink slip, a bad diagnosis, or a disappearing spouse can reduce a family from solidly middle class to newly poor in a few months.In just one generation, millions of mothers have gone to work, transforming basic family economics. Scholars, policymakers, and critics of all stripes have debated the social implications of these changes, but few have looked at the side effect: family risk has risen as well. Today"s families have budgeted to the limits of their new two-paycheck status.【F2】As a result, they have lost the parachute they once had in times of financial setback—a back-up earner(usually Mom)who could go into the workforce if the primary earner got laid off or fell sick.This "added-worker effect" could support the safety net offered by unemployment insurance or disability insurance to help families weather bad times. But today, a disruption to family fortunes can no longer be made up with extra income from an otherwise-stay-at-home partner.During the same period, families have been asked to absorb much more risk in their retirement income.【F3】Steelworkers, airline employees, and now those in the auto industry are joining millions of families who must worry about interest rates, stock market fluctuation, and the harsh reality that they may outlive their retirement money.For much of the past year, President Bush campaigned to move Social Security to a saving-account model, with retirees trading much or all of their guaranteed payments for payments depending on investment returns. For younger families, the picture is not any better. Both the absolute cost of healthcare and the share of it borne by families have risen—and newly fashionable health-savings plans are spreading from legislative halls to Wal-Mart workers, with much higher deductibles and a large new dose of investment risk for families" future healthcare.【F4】Even demographics are working against the middle class family, as the odds of having a weak elderly parent—and all the attendant need for physical and financial assistance—have jumped eightfold in just one generation.【F5】From the middle-class family perspective, much of this, understandably, looks far less like an opportunity to exercise more financial responsibility, and a good deal more like a frightening acceleration of the wholesale shift of financial risk onto their already overburdened shoulders.The financial fallout has begun, and the political fallout may not be far behind. 【F5】

Much has been written about poverty but none of the accounts seem to get at the root of the problem. It must be noted that the debilitating effects of poverty are not only the result of lack of money but are also the result of powerlessness.【F1】The poor are subject to their social situation instead of being able to affect it through action, that is, through behavior that flows from an individual"s decisions and plans.In other words, when social scientists have reported on the psychological consequences of poverty, it seems reasonable to believe that they have described the psychological consequences of powerlessness. The solution to poverty most frequently suggested is to help the poor secure more money without otherwise changing the present power relationships. This appears to implement the idea of equality while avoiding any unnecessary threat to the established centers of power. But since the consequences of poverty are related to powerlessness, not to the absolute supply of money available to the poor, and since the amount of power purchasable with a given supply of money decreases as a society acquires a large supply of goods and services, the solution of raising the incomes of the poor is likely, unless accompanied by other measures, to be ineffective in a wealthy society.In order to reduce poverty—related psychological and social problems in the United States, the major community will have to change its relationship to neighborhoods of poverty in such fashion that families in the neighborhoods have a greater interest in the broader society and can more successfully participate in the decision-making process of the surrounding community. Social action to help the poor should have the following characteristics: First, the poor should see themselves as the source of the action.【F2】Second, the action should effect in major ways the preconceptions of institutions and persons who define the poor; the action should demand much in effect or skill.【F3】Third, the action should be successful and the successful self-originated important action should increase the feeling of potential worth and individual power of individuals who are poor.【F4】The only initial resource which a community should provide to neighborhoods of poverty should be on a temporary basis and should consist of organizers who will enable the neighborhoods quickly to create powerful, independent, democratic organizations of the poor.【F5】Through such organizations, the poor will then negotiate with the outsiders for resources and opportunities without having to submit to concurrent control from outside. 【F5】

【F1】During the past generation, the American middle-class family that once could count on hard work and fair play to keep itself financially secure has been transformed by economic risk and new realities.Now a pink slip, a bad diagnosis, or a disappearing spouse can reduce a family from solidly middle class to newly poor in a few months.In just one generation, millions of mothers have gone to work, transforming basic family economics. Scholars, policymakers, and critics of all stripes have debated the social implications of these changes, but few have looked at the side effect: family risk has risen as well. Today"s families have budgeted to the limits of their new two-paycheck status.【F2】As a result, they have lost the parachute they once had in times of financial setback—a back-up earner(usually Mom)who could go into the workforce if the primary earner got laid off or fell sick.This "added-worker effect" could support the safety net offered by unemployment insurance or disability insurance to help families weather bad times. But today, a disruption to family fortunes can no longer be made up with extra income from an otherwise-stay-at-home partner.During the same period, families have been asked to absorb much more risk in their retirement income.【F3】Steelworkers, airline employees, and now those in the auto industry are joining millions of families who must worry about interest rates, stock market fluctuation, and the harsh reality that they may outlive their retirement money.For much of the past year, President Bush campaigned to move Social Security to a saving-account model, with retirees trading much or all of their guaranteed payments for payments depending on investment returns. For younger families, the picture is not any better. Both the absolute cost of healthcare and the share of it borne by families have risen—and newly fashionable health-savings plans are spreading from legislative halls to Wal-Mart workers, with much higher deductibles and a large new dose of investment risk for families" future healthcare.【F4】Even demographics are working against the middle class family, as the odds of having a weak elderly parent—and all the attendant need for physical and financial assistance—have jumped eightfold in just one generation.【F5】From the middle-class family perspective, much of this, understandably, looks far less like an opportunity to exercise more financial responsibility, and a good deal more like a frightening acceleration of the wholesale shift of financial risk onto their already overburdened shoulders.The financial fallout has begun, and the political fallout may not be far behind. 【F3】

The rough guide to marketing success used to be that you got what you paid for. No longer. While traditional "paid" media—such as television commercials and print advertisements—still play a major role, companies today can exploit many alternative forms of media. Consumers passionate about a product may create "earned" media by willingly promoting it to friends, and a company may leverage "owned" media by sending e-mail alerts about products and sales to customers registered with its Web site.【F1】The way consumers now approach the process of making purchase decisions means that marketing"s impact stems from a broad range of factors beyond conventional paid media.Paid and owned media are controlled by marketers promoting their own products. For earned media , such marketers act as the initiator for users" responses. But in some cases, one marketer"s owned media become another marketer"s paid media—for instance, when an e-commerce retailer sells ad space on its Web site.【F2】We define such sold media as owned media whose traffic is so strong that other organizations place their content or e-commerce engines within that environment.This trend, which we believe is still in its infancy, effectively began with retailers and travel providers such as airlines and hotels and will no doubt go further. Johnson & Johnson, for example, has created BabyCenter, a stand-alone media property that promotes complementary and even competitive products.【F3】Besides generating income, the presence of other marketers makes the site seem objective, gives companies opportunities to learn valuable information about the appeal of other companies" marketing, and may help expand user traffic for all companies concerned.【F4】The same dramatic technological changes that have provided marketers with more(and more diverse)communications choices have also increased the risk that passionate consumers will voice their opinions in quicker, more visible, and much more damaging ways.Such hijacked media are the opposite of earned media: an asset or campaign becomes hostage to consumers, other stakeholders, or activists who make negative allegations about a brand or product. Members of social networks, for instance, are learning that they can hijack media to apply pressure on the businesses that originally created them.【F5】If that happens, passionate consumers would try to persuade others to boycott products, putting the reputation of the target company at risk.In such a case, the company"s response may not be sufficiently quick or thoughtful, and the learning curve has been steep. Toyota Motor, for example, alleviated some of the damage from its recall crisis earlier this year with a relatively quick and well-orchestrated social-media response campaign, which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg. 【F3】