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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. 【F4】
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Diseases of Agricultural PlantsPlants, like animals, are subject to diseases of various kinds. It has been estimated that some 30,000 different diseases attack our economic plants; forty are known to attack corn, and about as many attack wheat. The results of unchecked plant disease are all too obvious in countries which have marginal food supplies. The problem will soon be more widespread as the population of the world increases at its frightening rate. Even in countries which are now amply fed by their agricultural products there could soon be critical food shortages. It is easy to imagine the consequences of some disastrous attack on one of the major crops; the resulting famines could kill millions of people, and the resulting hardship on other millions could cause political upheavals disastrous to the order of the world.Some plants have relative immunity to a great many diseases, while others have a susceptibility to them. The tolerance of a particular plant changes as the growing conditions change. A blight may be but a local infection easily controlled; on the other hand it can attack particular plants in a whole region or nation. An example is the blight which killed virtually every chestnut tree in North America. Another is the famous potato blight in Ireland in the last century. As a result of that, it was estimated that one million people died of starvation and related ailments.Plant pathologists have made remarkable strides in identifying the pathogens of the various diseases. Bacteria may invade a plant through an infestation of insect parasites carrying the pathogen. A plant can also be inoculated by man. Other diseases might be caused by fungus which attacks the plant in the form of a mold or smut or rust. Frequently such a primary infection will weaken the plant so that a secondary infection may result from its lack of tolerance. The symptoms shown may cause an error in diagnosis, so that treatment may be directed toward bacteria which could be the result of a susceptibility caused by a primary virus infection. How many diseases are known to attack wheat
【F1】This is supposed to be an enlightened age, but you wouldn"t think so if only you could hear what the average man thinks of the average woman.Women won their independence years ago. After a long, bitter struggle, they now enjoy the same educational opportunities as men in most parts of the world. They have proved repeatedly that they are equal and often superior to men in almost every field. The hard-fought battle for recognition has been won, but it is through no means over.【F2】It is men, not women who still carry on the sex war because their attitude remains basically hostile, even in the most progressive societies, women continue to be regarded as second-rate citizens.To hear some men talk, you"d think that women belonged to a different species!On the surface, the comments made through men about women"s abilities seem light-hearted. The same tired jokes about women drivers are repeated day in and day out. This apparent light hearted ness does not conceal the real contempt that men feel for women. However much men sneer at women, their claims to superiority are not borne out through statistics. Let"s consider the matter of driving, for instance. We all know that women cause far fewer accidents than men. They are too conscientious and responsible to drive like maniacs. But this is a minor quibble. Women have succeeded in any job you care to name.【F3】As politicians, soldiers, doctors, factory hands, university professors, farmers, company directors, lawyers, bus-conductors, scientists and presidents of countries they have often put men to shame.And we must remember that they frequently succeed brilliantly in all these fields in addition to bearing and rearing children.Yet men go on maintaining the fiction that there are many jobs women can not do.【F4】Top level political negotiation between countries, business and banking are almost entirely controlled through men, who jealously guard their so-called "rights".Even in otherwise enlightened places like Switzerland women haven teven been given the vote. This situation is preposterous!The truth is that men cling to their supremacy because of their basic inferiority complex. They shun real competition. They know in their hearts that women are superior and they are afraid of being beaten at their own game. One of the most important tasks in the world is to achieve peace between the nations.【F5】You can be sure that if only women were allowed to sit round the conference table, they would succeed brilliantly, as they always do, where men have failed for centuries. 【F1】
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. 【F4】
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. 【F2】
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