Looking At How Children Are Affected By Alcohol Social Work Essay

Looking At How Children Are Affected By Alcohol Social Work Essay The aim of this project is to consider literature and research in Northern Ireland, the UK and worldwide surrounding the relationship between alcohol problems and parenting capacity. Alongside this I wish to map existing service provision for children who are parented by a caregiver who has an alcohol problem and draw on recommendations made by the research evidence. I will highlight relevant Policy and Legislation in relation to reducing risk to children via the Hidden Harm Government report. The implications of this report will be discussed in relation to service provision and the Northern Ireland response. Substance misuse has a clear and direct impact on those connected to the misuse.. the biggest indirect impact is often felt by the children or young people (HHAP, DHSSPSNI, 2008: 2). Nevertheless Kearney et al (2000) in Hayden (2004) point out that the issue is underestimated and insufficiently recognised in social work caseloads. Approximately 250,000 350,000 UK children have a parent with an alcohol problem (Alcohol Concern, 2000). Parental alcohol misuse is associated with a greater occurrence of emotional and behavioural problems throughout childhood and into adulthood (Kroll and Taylor, 2003). According to evidence from Tunnard (2002) social work caseloads have seen parental alcohol problems feature significantly for some time, with around a quarter to a third of allocated cases being families with parental substance misuse (Forrester and Harwin, 2008). Parental functioning may be affected either whilst the parent is intoxicated, hung over or pre-occupied with sourcing their next drink, making them physically and/or emotionally unavailable to the child (Beckett, 2007). At the acute end of the spectrum, substance misuse is over-represented in cases of severe abuse and child death (Reder and Duncan, 1999, in Forrester Harwin, 2006). To analyse the impact parental drinking problems have on children I will explore literature and research from both international and UK perspectives. However it should be noted that methodological weaknesses were evident in some of the studies. For example, there was less focus on womens drinking patterns and it was difficult to comment on pre-schoolers as children were collectively grouped together. Tunnard (2002) notes how there are more UK studies regarding drug than alcohol problems. Scaife (2008) notes how many studies referred to substance misuse rather than drug or alcohol, making it difficult to separate the two and how research ignored fathers at times, focusing gender specifically on mothers. Many studies were also carried out on small numbers of families who had volunteered to participate, this therefore does not account for involuntary service users or those who have not yet recognised their drinking to be problematic. A single definition of alcohol problem is unclear in many studies making comparison between them problematic. Nevertheless, what is clear from the literature is that parenting coupled with an alcohol problem can result in damaging outcomes for children in terms of emotional development and behaviour (Kroll and Taylor, 2003). Misuse of alcohol by parents places children at increased risk of serious harm. It does not follow that such harm is inevitable (Forrester Harwin, 2008: 1520). What I therefore want to avoid suggesting in this project is that misusing alcohol does not automatically infer poor parenting. To do so would serve to reinforce the oppression faced by those with alcohol problems and further heighten barriers to engagement with addiction services. Prevalence of the problem Research by DHSSPS (2008) uncovered that in Northern Ireland 72% of adults drink alcohol, 62% of which drink at least once weekly. 8% of drinkers consume alcohol daily or almost daily, however only 4% identify themselves as heavy drinkers. Local information is limited but it is estimated that one in eleven children in the UK are living with someone who has an alcohol problem and as the result of parental substance misuse approximately 70% of young people are looked after and 40% are on the child protection register and (HHAP, DHSSPSNI, 2008). Brisby et al (1997) propose that approximately 35,000 children in Northern Ireland are living with a parent who is a problematic drinker, with 800,000 in Wales and England and 85,000 children in Scotland. Throughout the United Kingdom, alcohol is readily available and is a socially accepted pastime in peoples lives. Alcohol Concern (2009) reports that due to most adult problem drinkers being part of a wider family the likelihood of this negatively impinging on children is excessive as it is estimated that 1.3 million children are affected. Dore et al (1995) in Hayden (2004) estimate that between fifty to eighty percent of parents known to social services in the USA experience problems with substance misuse. However, it should be noted that differences exist in the treatment of addiction in the UK and USA as the former is focused on Harm reduction social models with the latter being exceptionally disease oriented (Scaife, 2008). This literature review aims to: Investigate what bearing a parental drink problem has on children. Consider the effects on childrens overall development, by studying literature from a sociological and psychological perspective. Examine literature from Northern Ireland, the UK and international sources to establish the influence a parental drink problem can have on a childs well being. Analyse the Government response to families of problematic drinkers by inspecting Northern Ireland and UK policy. Summarise services provided to meet the needs of problem drinkers, identify gaps in current practice and make evidence based proposals for meeting such need. Tunnard (2002) establishes that throughout research there is a clear message that parental problematic drinking is capable of resulting in behavioural, developmental and emotional effects on children. Being placed in an addictions team last year ignited my interest in how alcohol impacts on the entire family and during my final placement learning opportunity in family and child cares Gateway service I found parental problematic drinking to be commonplace amongst new referrals. This, coupled with previous personal experience provided me with a desire to gain a full understanding of the bearing this has on children. I anticipate that this piece of work will enhance my insight in the area and better prepare me for pursuing a Family and Child Care social work role. Alcohol problem in context Various terms are utilised in relation to the concept alcohol problem which causes concern due to the creation of overlap. Tunnard (2002) observes that many studies combine alcohol and drug misuse into the broad term substance misuse. However what does explain the issue well is Tunnards, (2002:8) definition: consumption of alcoholic drink that warrants attention because it seriously and repeatedly affects the drinkers behaviour. Recommended daily quantity guidelines have little bearing as it is not quantity which leads to the repeated affect on behaviour. The American Psychiatric Association utilises the definition of: the maladaptive pattern of use leading to clinically significant impairment or distress characterised by the display at anytime during a one year period of one or more of a specified set of symptoms (Tunnard, 2002:8). Laybourn (1996) studied parental drinking patterns and assessed the effects on the children, finding opportunistic drinking and binge drinking to be the most challenging to families; these most affect routines and parental availability (Tunnard, 2002). Cultural Historical perspectives Bancroft (2007) argues that to address alcohol problems effectively through practice and policy we first need to consider historical and cultural dynamics. Alcohol, which was referred to in biblical times and before, has undoubtedly been a feature of society since the beginning of time (Room et al, 2005a). It is evident that all societies make use of intoxicating substances, with alcohol being used as a social activity (SIRC, 2000). Norwegian research by Skog, (2006) points to the fact that alcohol has been a feature in most cultures since time began despite its consumption varying over the years due to periods of prohibition through the 19th and early 20th centuries. Indeed, the cornerstone of civilisation- agriculture was thought to be utilised in order to harvest grain for the production of beer as much as for bread (SIRC, 2000). The pervasiveness of problematic drinking is not thought to be directly related to consumption. One only has to enter a public house in Northern Ireland on a Friday or Saturday night to observe countless people using alcohol to socialise and drink well above the recommended levels when doing so. The difference being that the majority of these people can control over their intake and can choose to stop in the morning. Marmot (2004) points out that there has been a 50% rise in alcohol consumption over the past 50 years, with approximately 25% of the British population drinking more than recommended levels. It is evident that there has been a rise in the trend to consume alcohol, with problems in connection to drinking including self-harm, suicide, early mortality, homelessness, crime and mental health problems. The National Health Service information centre (2009) reported that the complete household spending on alcohol rose by 86% from 1992 to 2007. Following this period alcohol was 7 5% more affordable than in the eighties, highlighting the trend of it being increasingly affordable and prevalent. Heath (1998) purports that in countries similar to Ireland where there is a high incidence of people experiencing social and psychiatric problems the intake of alcohol is relatively low. However when compared to Italy or France where alcohol use alcohol is high, social and psychiatric problems are less prevalent. Heath (1998) also points to cross-cultural research which implies that behaviours demonstrated as a consequence of alcohol consumption are shaped by cultural and social aspects rather than the chemical effects of alcohol (SIRC, 2000). Difficulties problem drinkers encounter are therefore not necessarily as a result of the alcohol they consume, but cultural factors relating to societal norms, beliefs, and attitudes towards drinking. In every culture, whilst drinking rules are set in place by Government they remain surrounded by self-imposed norms and regulations regarding who may drink what, when and how (SIRC, 2000). Furthermore alcohol may be used as a sign of status; consi der the idea of vineyards, fine wines and champagne for example. Placing some of the blame for alcohol-related behaviours onto society raises questions about how to tackle the issue effectively. This may mean challenging beliefs about the effects of drinking which would not hold favourably with social work values of respect, empowerment or anti-oppressive practice. Regardless of the apparent correlation between parental substance misuse and child care anxieties, British research on the issue remains extremely limited (Tunnard 2002). Contrastingly, American research on the same topic has been plentiful and is thought to be explained by the rise in the use of Cocaine in the United States throughout the 80s. In many states there was a doubling of children being taken into care between 84 and 89 as a consequence of parental substance misuse (Freundlich, 2000, in Forrester Harwin, 2006). However, it is difficult to apply American conclusions to Britain, as families live in different social circumstances and in varying degrees of poverty. As previously alluded to Americas approach to addiction is disease orientated, largely ignoring external causal factors, in contrast to Britains social model whereby an individuals social context is taken into consideration. Psychological Sociological viewpoints Velleman Templeton (2002) estimate around 8 million families live with the effects of a family drink problem, however Kroll (2004) points out that the needs of children of alcoholics are often invisible. Alcohol presents two faces to the family. One face that is of a beneficial and healthful beverage that fosters warmth and intimacy. The other face is that of a potentially hazardous potion that jeopardises ones family through conflict, violence and deprivation (Leonard Eiden, 2007: 286). Moos (2006) purports that strong attachment to a substance misusing parent may increase the possibility of the behaviour being modelled. Kelley et al (2004) studied American college age men and women and found that those who had alcoholic parents were increasingly likely to have an anxious/avoidant or defensive attachment in later life, additionally having an unavailable parent was though to create repetition of poor relationships in adulthood. Bancroft et al (2004) found that children had an awareness of their familys drinking problem, despite parents believing their children were not aware of their alcohol use. They established that parents felt they were still caring for their children as their material needs such as food and clothing were met, whilst most parents cared about their children they were not caring for them. A Danish study by Christensen (1997) in some ways mirrored Bancrofts in relation to parents thinking their children did not have knowledge of their problem. The children were aware and at times felt in some way responsible; they were unable to identify a support network for themselves and usually did not tell although many wished for a break or some form of respite. Parents went to great lengths to ensure their childs physical needs were met yet failed to see the emotional neglect caused by their drinking. Moe et al (2007) studied American children aged 7 to 13 who attended a programme for children of pr oblem drinkers. They found that children benefited from knowing the truth about their parents problem and addiction in general as this assisted them in feeling less to blame. The young people also related abstinence to being a positive factor in having a good life. A Scottish study (Laybourn et al, 1996) which looked at the perspectives of 20 children who were parented by a problem drinker further confirmed how aware children are of their parents drinking. Children expressed their general sadness, worry and anxiety about their parents alcohol problem and talked of how they witnessed outbursts of drunken violence. Alcohol is a disinhibitor, which can reduce an individuals ability to control violent impulses (Beckett, 2007: 126). Some young people adopted the role of care giver for the parent or for siblings and at times acted as an arbitrator or confidant and they spoke of either being late for school on a regular basis or not attending at all. A number of these children believed they would benefit from meeting other young people in similar circumstances (Laybourn et al, 1996). Velleman (2002) recognises how children may experience psychological and behavioural problems alongside physical effects. Family roles and routines are often disrupted su ch as school attendance, communication, special occasions and meal times. The young person may become the carer, protector or mediator within the family (Tunnard, 2002) and have difficulties in relation to trust. It is common for children to have to grow up too soon and effectively miss out or have unresolved developmental stages due to caring for themselves and siblings whilst parents are unavailable (Kroll Taylor, 1998). Lynskey et al (1994) in a New Zealand study found conclusive evidence suggesting adolescents with problem drinking parents were at increased likelihood of experiencing mental health problems such as depression, anxiety, behaviour problems and are at increased risk of going on to misuse substances themselves. The study pointed to over fifty percent of the participants being affected in one or more of these ways. Further New Zealand research by Connolly et al (1993) found that nine year olds whose parents are problem drinkers displayed greater behavioural problems in school in comparison to their peers and 13 these behaviours manifested themselves at home rather than school. Taylor et als (2008) UK study found that issues of guilt and low self-esteem may result in parents feeling undeserving of treatment as they internalise the negative opinions of others. This in turn has potential to create a negative effect on the welfare of their child(ren) as when parents disengage they may be decreasing the help their child receives. Social learning theory proposes how a parents problematic drinking may affect their child: Substance use originates in the substance-specific attitudes and behaviours of the adults and peers who serve as an individuals role models Moos (2006:183). In addition, Parental alcohol use predicts youngsters beliefs in the positive effects of alcohol, which is associated with earlier initiation of alcohol use and subsequent alcohol misuse Moos (2006:185). Vellemen Orford (1999) point out that the problems children face at home may be as a result of disharmony and family conflict rather than the parental drinking problem per-se. Children can feel responsible for this discord and powerless in avoiding and controlling the situation (Kroll, 2004). As social workers we need to be aware of how issues such as domestic violence and financial problems may be interconnected with an alcohol problem. Between 2004 and 2005 3,442 children called Childline regarding a family alcohol problem (Childline, 2006), 44% of whom primarily cited physical abuse as a result of their parents drinking. Furthermore, children tended to speak about the effect of the alcohol problem such as domestic violence or physical abuse before mentioning alcohol. Childline also reported that many callers were talking about caring for their younger siblings, often missing school to do so. Finances were regularly an issue for these children, particularly as there was not always enough money left over to buy food. They described feelings of confusion, worry and of embarrassment of their parent, evidently focusing on the adults feelings rather than their own. Such feelings have the potential to create social isolation for children as they may fear bringing a friend over to play. Alcohol misuse may be coterminous with, or mask, other deficits in parenting, or other relationship problems. Unless tackled, relapse is likely, even if the programme is initially successful (Sheldon McDonald, 2009: 220). Forrester Harwin (2006) noted the strong relationship between substance misuse and domestic violence with 64% of adults who experience such abuse having a family member who has a problem with alcohol. Velleman Orford (1999) established that children living with parental alcohol misuse are likely to find themselves siding with one parent or another by keeping secrets and are five times more likely than their peers to be pulled into parental disagreements. Although no systematic database exists evidence suggests that children are more likely to live with mothers who have problems drinking. Children reported that the feelings of fear and embarrassment were more evident when the parent was female in comparison to the parent being male (Scaife, 2008). The traditional role of a mother is perceived by society as a nurturing care-giver. As a result many children find it hard to accept the shame and embarrassment of their mother having an alcohol problem and can feel let down as a result (Bancroft et al, 2004). In addition, Bancrofts Scottish study (2004) concludes that children had mixed feelings of pity and anger in relation to their parents. Their voices indicated elements of abuse and neglect, coupled with violence, school disruption, unpredictability, role reversal and parental absence. Many young people were cooking for themselves and caring for siblings on a regular basis. Bancroft et al (2004) found that this group of children found Y oung Carers Groups a source of support. Taylor et al (2008) also observed children taking on parenting roles in their UK study. Forrester Harwins (2008) study drew the conclusion that children who were not removed from the family home had poorer outcomes (39%) compared to those who were removed (56%). They also found that girls tended to be more resilient than boys who had a tendency to internalise problems. Children of alcoholics can develop coping strategies and resiliency (Fraser et al, 2008) and go on to look forward to a bright future: while parental drug/alcohol use can fracture parent-child relationships, the damage need not be permanent if parents can resolve their substance-use problems (Fraser et al, 2008: 18). Fraser et al found that many children in their UK study saw Social Workers as important people; keeping their word and believing in the children was highly valued. Parents in this study recognised the damage to their children to include withdrawal, poor school attendance, and behavioural problems; they stated how social services need to provide adequate training for staff in recognising the effects of substance misuse. They cited family upbringing, peer influence and/or specific traumas and tragedies in their lives as triggering their drinking problem. A North American study by Tracy Martin (2007) conclude that children are a motivating factor in parents seeking help, with many being supported by their children aged 6 to 11. Forrester Harwin (2008) noted that in studying 100 families, where minor or decreasing levels of alcohol misuse was evident, children remained in the family home and care proceedings began much sooner with drug misuse compared to alcohol misuse. This highlights the somewhat lenient view society and in turn, social services have on alcohol. It is perceived as normal to utilise alcohol for social purposes, indeed Room (2005b) argues that alcohol holds a high status, for example in the UK or USA speaking of a champagne reception elicits thoughts of pro-social behaviour. Policy Legislation The Children Act (2004) and The Children (NI) Order (1995) established concepts of Child in Need and Significant Harm, highlighting a Trusts legal obligation to identify such notions and safeguard a childs welfare through the provision of services to families. However the pertinent deliberation in all family alcohol misuse cases is not to lose sight of the fact that the welfare of the child is paramount. The UN Convention on the Rights of the Child (1989) ensures that the paramountcy principle is upheld and affords children the opportunity for their voice to be heard. Since the Children Act was implemented the UK has focused social services input on supporting families. The implications of which are apparent in Supporting the Families (1998), Every Child Matters (DfES, 2003), Every Child Matters: Next Steps (DfES, 2004) and Every Child Matters: Change for Children (DfES, 2004). These Green papers set out a National framework for meeting the needs of children, supporting families, foc using on prevention and minimising risk. Murray Shenker (2009) argue that despite these Every Child Matters papers endeavouring to protect and sustain child welfare, policy still fails to acknowledge the distressing influence on family members. In addition, Murray Shenker further argue that Englands Harm reduction strategy overlooks the need to respond to families affected by problem drinking; instead focusing individually on the drinker. Although being criticised for over-focusing on dugs rather than alcohol, the Advisory Council on the Misuse of Drugs Hidden Harm report (2003) recognises how Children deserve to be helped as individuals in their own right (Hidden Harm, 2003:18). Its key messages include acknowledging that services need to work together, treating the parent will benefit the child and that substance misuse affects children of all ages. It recommends that decreasing harm should be the objective of policy and practice and that prompt identification of affected children should be a priority. In addition it stresses the importance of multi-agency collaboration and joint training and resources. Local government have begun to recognise the need to tackle alcohol problems and have generated a Regional action plan: The New Strategic Direction (NSD, 2006-2011) for alcohol and drugs, the overall aim being to reduce drug and alcohol related harm in Northern Ireland. A particular feature of the New Strategic Direction (NSD) is the identification of two themes. These are: children, young people and families and adults, carers and the general public. DHSSPS (2006, NSD: 1.6.1). A further important objective is to ensure that adult addiction services work in collaboration with childrens services to provide a shared policy agenda to improve the lives of young people living with substance misusing parents or carers. The Northern Ireland report- our children and Young people, our shared responsibilities (2006) saw the inspection and consequent reform of child protection services and implementation of Regional Safeguarding boards. Relevant recommendations further highlighted a need for increased inter-agency strategies responding to alcohol and drug misuse and its impact on children. It points to the need for increased inter-agency training and the importance of engaging and consulting with children and families. The 10year Northern Ireland strategy- Our children and Young People, our pledge (2006) identified 6 outcomes expected for all children, including safety and stability which are important factors to be considered when working with young people affected by alcohol in the family. Service User Perspectives Throughout the research, there were various harrowing quotes from children demonstrating their feelings towards their parents which go some way in summarising what they are going through. For example: My mom always told me, You dont tell anyone about what goes on at home, if you tell anybody you wont be living with me anymore so I never told. My life seems like one big secret. Its hard to trust people now (Murray, 1998: 526). A young girl aged 8 goes on to state: I would love my mum to stop drinking but I know she wont (HHAP, DHSSPSNI, 2008: 4) A mother agrees: There should be more family type services addiction affects everyone in the family and this needs addressing (HHAP, DHSSPSNI 2008: 4) I grew up feeling ashamed, frightened, lost, guilty and lonely; feeling unconfident, unsafe, unlistened to, unprotected, unloved, unlovable; feeling there was no-one there, inside or out. (The words of actress Geraldine James: Guardian extract, McVeigh (2010) Through my placement in Family and Childcares Gateway Service it was evident that alcohol was a feature of many referrals. Two service users I worked with spoke of how they had been affected by a family drinking problem. Ms A was removed from the care of her parents in her early teens as they both had problems with alcohol, resulting in Ms A experiencing neglect. She told me of how poor her home circumstances were and how, looking back, she could not believe how long social services permitted her and her siblings to live there. Nevertheless she spoke very warmly of her mother and how of much of an effect her death had on her. Ms Ms husband had a severe alcohol problem and still does; she divorced him when her youngest children were born but recognises the impact his behaviour had on her older children. Ms M experienced domestic violence when he was drunk which was witnessed by the older children. She states how clearly she can see the difference in her older and younger children due to them not having had their father present in their lives. She talked to me about how he would disappear for days, sometimes weeks, leaving her and the children worrying about his whereabouts. Local and Regional Resources There are a number of services and resources operating throughout the voluntary and statutory sectors in Northern Ireland and the UK which aim to support problem drinkers and their families. In order to better prepare workers, Eastern Board training Taking the Lid off supplies staff with training on examining the effects of addiction on the entire family. Trust Community Addictions Teams also utilise Taking the Lid off booklets to assist problem drinking parents in seeing the problem from the perspective of other family members. Service users may be referred to in-patient treatment at Downshire hospital or Carlisle House, for example. Whilst the focus of these resources is on getting specialised help for the parents, as pointed out in the regional HHAP (DHSSPSNI, 2008), assisting them will in turn help the children. AA meetings and Trust addiction team group work programmes afford parents the opportunity to meet with others in the same circumstances and provide a mechanism for workin g through their issues. The Dunlewey centre offers some support and counselling for children, alongside working with their parents on the Key to Change Programme. A book called Rory has been launched by ASCERT, Barnardos, SE Trust and Public Health agencies (BBC News, 2010). This aims to raise awareness of the issues of drinking in the family home and demonstrates to children that it is all right to talk about it. The Barnardos PHAROS service operates in The Eastern Board area, working on supporting and treating families affected by substance misuse, whilst the Dove House Hidden harm project supports children by offering respite and resilience work. The Ego project in the Western Board supports young people at risk of hidden harm via one to one counselling. Within the Eastern board, EDACT operates sub group meetings to allow representatives from voluntary and statutory addiction services to discuss concerning issues and prevent overlap of services. Alateen operates in the UK and Ireland for young people age d 12-17, allowing them to share their familiarity of living with a family member or friend who has an alcohol problem. The regional headquarters is based in Lisburn, with services including a helpline and meetings, sponsored by AA members. Despite these services showing signs of beginning to understand the needs of children it is evident that the focus remains on the adult receiving help. For the majority of services the parents need to be identified and engage with services themselves in order for the children to avail of any assistance. In addition it was clear whilst talking to Social Workers in Gateway that awareness levels need to be raised regarding the type of services available to children and the importance of recognising the effects on them. Whilst the provision of services is essential, Zohhadi et al (2004) point out a number of potential barriers to family engagement with treatment including a lack of parental recognition of their problem and insufficient knowledge of available services. Social stigma creates an added element of secrecy resulting in families feeling marginalised. Society negatively stigmatises alcoholics therefore entering treatment may mean further marginalisation (Room, 2005b). Children r isk normalising their parent(s) behaviour and as consent is required to work with them parents may not permit this for fear their child disclosing the full extent problem and being removed by social services. Taylor et al (2008) noted difficulties in engaging children if parents do not consent and how engagement can lead to the parent feeling labelled. Recommendations and Conclusions It is apparent from the reviewed literature that being parented by a problem drinker has a variety of psycho-social effects on children. A more holistic, systems approach needs to be employed whilst supporting families as other issues tend to take preference ov

Computer Graphics and Visualization

Visualization is any technique for creating images, diagrams, or animations to communicate a message. Visualization through visual imagery has been an effective way to communicate both abstract and concrete ideas since the dawn of man. Examples from history include cave paintings, Egyptian hieroglyphs, Greek geometry, and Leonardo da Vinci's revolutionary methods of technical drawing for engineering and scientific purposes. Visualization today has ever-expanding applications in science, education, engineering (e. g. roduct visualization), interactive multimedia, medicine, etc. Typical of a visualization application is the field of computer graphics. The invention of computer graphics may be the most important development in visualization since the invention of central perspective in the Renaissance period. The development of animation also helped advance visualization The use of visualization to present information is not a new phenomenon. It has been used in maps, scientific drawings, and data plots for over a thousand years. Examples from cartography include Ptolemy's Geographia (2nd Century AD), a map of China (1137 AD), and Minard's map (1861) of Napoleon's invasion of Russia half a century earlier. Most of the concepts learned in devising these images carry over in a straight forward manner to computer visualization. Edward Tufte has written two critically acclaimed books that explain many of these principles. Computer graphics has from its beginning been used to study scientific problems. However, in its early days the lack of graphics power often limited its usefulness. The recent emphasis on visualization started in 1987 with the special issue of Computer Graphics on Visualization in Scientific Computing. Since then there have been several conferences and workshops, co-sponsored by the IEEE Computer Society and ACM SIGGRAPH, devoted to the general topic, and special areas in the field, for example volume visualization. Most people are familiar with the digital animations produced to present meteorological data during weather reports on television, though few can distinguish between those models of reality and the satellite photos that are also shown on such programs. TV also offers scientific visualizations when it shows computer drawn and animated reconstructions of road or airplane accidents. Some of the most popular examples of scientific visualizations are computer-generated images that show real spacecraft in action, out in the void far beyond Earth, or on other planets. Dynamic forms of visualization, such as educational animation or timelines, have the potential to enhance learning about systems that change over time. Apart from the distinction between interactive visualizations and animation, the most useful categorization is probably between abstract and model-based scientific visualizations. The abstract visualizations show completely conceptual constructs in 2D or 3D. These generated shapes are completely arbitrary. The model-based visualizations either place overlays of data on real or digitally constructed images of reality, or they make a digital construction of a real object directly from the scientific data. Scientific visualization is usually done with specialized software, though there are a few exceptions, noted below. Some of these specialized programs have been released as Open source software, having very often its origins in universities, within an academic environment where sharing software tools and giving access to the source code is common. There are also many proprietary software packages of scientific visualization tools. Models and frameworks for building visualizations include the data flow models popularized by systems such as AVS, IRIS Explorer, and VTK toolkit, and data state models in spreadsheet systems such as the Spreadsheet for Visualization and Spreadsheet for Images

Antz – the Bread Factory Marketing Plan

Pamantasan ng Lungsod ng Maynila College of Management and Entrepreneurship MARKETING PLAN FOR ANTZ – THE BREAD FACTORY In Partial Fulfillment of the Requirements for the Subject Retail Marketing By: de Dios, Rizcel B. Dizon, Maralon S. Duhaylungsod, Ram Joseph M. Fabi, Francis Jayvincent P. Gabriel, Aira Migelle Igcasenza, Nestine N. Medallo, Renz Harvey M. Parallag, Jemeremiah I. Rivera, Sear Jan L. Professor Angelo Alfonso Abejero March 2012 I. Company Information A. Trade Name of Retail Business Antz – The Bread Factory B. Nature of Business Antz – The Bread Factory is a self-service bakeshop, engaged in offering freshly baked breads.And last year it launched its new branches with a new business concept of â€Å"BAKESHOP ON WHEELS†, which is a limited service bakeshop offering Antz’s certified original breads. C. Corporate Address AHD Foods Corporation 2nd Floor Dolmar Gold Tower, #107 C. Palanca St. Legaspi Village Makati 1200, Philippines D. D ate/Year of Establishment AHD Foods Corporation opened the first store branch of Antz – The Bread Factory in February, 2008. E. Number of Branches and Locations Antz – The Bread Factory has five operating branches: 1. SM Sta. Rosa, Laguna ( mall branch, bakeshop with dine-in) 2. SM Hypermart, Las Pinas (mall branch) . Bluewave, Macapagal Ave. , Pasay City (bakeshop on wheels) 4. DLSU, Vito Cruz, Manila (bakeshop on wheels) 5. Pioneer Centre, Mandaluyong City (bakeshop on wheels) II. Environmental and Market Trends A. Socio-economic Changes Bread is one of man’s earliest foods. Today it is considered a staple food and part of the diet of almost all people all over the world. Commercial baking and other industries supporting it became big businesses and now constitute a large slice of the food industry. The industry is highly competitive; making it very difficult to start a new bakery, especially in cities. Related reading: Gardenia Marketing StrategyAn entrepreneur might consider buying an existing business or locating in a rural area. One of the fastest growing areas in the bakery business is the specialty franchise store, producing everything from donuts to complete product lines. Many bakers are incurring significant losses because of their inability to adjust bread prices because if they increase their prices, it might lead to a drop on sales. Philippine Association of Flour Millers had explained that it takes three months from purchase date for wheat to become flour due to shipping time from the United States.The Philippines buys its wheat mostly from the United States, so despite of the downward trend in wheat, flour still increases its price. Consumers perceive that small bakeries offer convenience, personal service, and fresher, better quality products. In general, bakery sales increase when consumer’s average incomes increase. B. Consumer Buying Behavior Affecting the B usiness Buying power or purchasing power of consumers depends on the changing environment and economic situation. More people prefer to eat out of home (OOH) because of busy working schedule and for their convenience.Customers, especially those who are employed, tend to choose and buy ready-to-eat foods that can satisfy their need in a quick manner, just like what is being offered in every bakeshop. Nowadays, majority of the populace are value maximizers; people want to ensure that every cent in they pay for the product is worth it —low price at the same time good quality products. There is a high demand for breads because of its affordability and the satisfaction it gives to its consumers. On site baking of some bakeshops became an edge because people are looking for freshly made breads.But there is a buying behavior that cannot be detached to Filipinos, this is impulse buying. People tend to buy products with appealing looks or packaging even though they do not intend and p lan to buy those items. Offerings that capture the attention of potential buyers can make it to the top. III. Competitive Environment The diagram will show the different key competitive factors that make a business thrive in the industry and market. It also shows the evaluation of the strategic group’s performance based on the key competitive factors. Key competitive Factors|Retail Brands| Store Layout/ Design| Competitive Price| Merchandise Offerings| Operation| Type of Promotion| Accessibility of the store| Goldilocks| >blue/yellow>visible menu boards and advertising materials| -low price level| -organized-easily accessible merchandise-wide variety of pastries and cakes| -mall hours-non-mall based stores, flexible hours| Media:>TV, Radio, Newspapers, Magazines, InternetNon-Media:>Flyers, Billboards> Effective promotion| >many operating branches In and out of malls>stores are located in high traffic areas| Red Ribbon| -red/black-dimmed ight> its design provides a romantic an d peaceful mood| -higher price compared to other bakeshops| -easily accessible merchandise-wide variety of pastries and cakes| -mall hours-non-mall based stores, flexible hours| Media:>TV, Newspapers, Magazines, InternetNon-Media:>Flyers> Effective promotion| >many operating branches in and out of malls>stores are located in high traffic areas| Bread Talk| -traditional bakeshop-sleek-space age| -high priced| -40-60 different items daily| -mall hours| >Word of mouth| >many operating branches in malls>stores are located in high traffic areas| Antz – The Bread Factory| -giant loaf bread store-unique storedesign| -mid-price level| -theatre style-see-through kitchens-enticing design of breads| -mall hours-non-mall based stores, flexible hours| Media:-Magazines-NewspaperNon-Media:-Flyers> Less promotional effort| >stores are located in high traffic areas| IV. Company’s Current Strategies A. Target market The profile of the Antz – The Bread Factory customer consists of the following geographic, demographic, psychographics, and behavior factors: Geographic: The geographic market would be urban dwellers in key cities in Mega Manila. Demographic: The primary target customers are those individuals (male and female) who belong to SEC B and C from all ages.Psychographic: The psychographic market would be busy, on-the-go. Behavior factors: * Looking for delicious varieties of breads (savory or sweet in taste) * Want to eat something different from greasy fast foods * Seeks healthier versions of quickly served foods * Searching for a bakeshop offering freshly baked breads B. Positioning * Positioning Statement To urban dwellers in key cities in Mega Manila, from all ages from SEC B – C, who are always busy, and on-the-go looking for delicious varieties of bread, want to eat something different and healthier version of fast foods, and searching for a bakeshop offering freshly baked breads.Antz – The Bread Factory is a (limited service) bakes hop is the Philippines’ fastest rising bakeshop and fast food that is first to introduce a bakeshop on wheels in Asia with its unique â€Å"Big Loaf Bread† store layout offering unique, healthy, and delicious flavored breads with internal man power composed of highly trained nutritionists/dieticians, culinary experts, chefs and bakers. * Positioning Strategy Antz – The Bread Factory offers a variety of healthy, tasty, affordable, freshly-baked breads to help our customers find refuge in today’s greasy fast food. C. Marketing Mix Strategies 1. Product and Merchandise Mix There are varieties of breads offered by Antz – The Bread Factory: * Loaves * Muffins * Fiesta Buns * Floss * Wraps * Ensaimada * Cluster * Other Breads 2. Pricing LOAVES Loaves| Price| Choco Loaf| Php 57. 00| Ube Swirl Loaf| Php 57. 00| Monggo Loaf| Php 57. 00|Raisin Loaf| Php 49. 00| Pandesal Loaf| Php 49. 00| Plain Loaf| Php 49. 00| Wheat Bread| Php 49. 00| MUFFINS Muffins| Price | Strawberry Muffins| Php 30. 00| Choco Pepermint Muffins| Php 30. 00| Orange Choco Muffins| Php 30. 00| FIESTA BUNS Fiesta Buns| Price| Coffee Bun| Php 26. 00| Choco Bun| Php 26. 00| Ube Bun| Php 26. 00| FLOSS Floss| Price| Majestic Pork Floss| Php 40. 00| Spicy Pork Floss| Php 40. 00| Chicken Floss| Php 40. 00| WRAPS Wraps| Price| Ham Wrap| Php 25. 00| Hotdog Wrap| Php 25. 00| PIZZA Pizza| Price| Mayon Pork BBQ| Php 52. 00| Braided Pizza| Php 49. 00| Hawaiian Pizza| Php 49. 00| Mini Lasagna | Php 35. 00| Mini Baked Mac| Php 29. 00|ENSAIMADA Ensaimada| Price| Plain Ensaimada| Php 27. 00| Ubesaimada| Php 27. 00| Macasaimada| Php 27. 00| CLUSTERS Clusters| Price| Monggo Cluster| Php 60. 00| Ubesai Cluster| Php 60. 00| Plain Ensai Cluster| Php 60. 00| Ube Cluster| Php 59. 00| OTHER BREADS Other Breads| Price| Beefy Bread| Php 37. 00| Chicky Bread| Php 35. 00| Porky Bread| Php 30. 00| Ham Cluster| Php 30. 00| Cheesy Cupcake| Php 30. 00| Tuna Bun| Php 27. 00| Cream Cheese Bun| Php 26. 0 0| Garlic Bread| Php 20. 00| Double Choco| Php 17. 00| Pan de Pandan| Php 17. 00| 3. Placement Antz – The Bread Factory does not only focus on having mall branches. Some outlets which are 50-120 sq. eter in commercial space are located at strategic, high foot traffic areas such as central business districts and commercial hubs. 4. Promotion AHD Food Corporation uses both media and non media approaches to advertise and promote Antz – The Bread Factory. Promotions are used to encourage and capture franchisers, at the same time to inform people about their enticing bread offerings. ADVERTISING * Print ads – newspaper and magazines, tarp * Packaging * Audio-visual materials * Symbols and logos SALES PROMOTION * Gifts PUBLIC RELATIONS * Sponsorship * Events 5. Service Strategy a. People Training * Antz – The Bread Factory gives its employees Management Development Programs and continuous training to make sure that its employees perform their best. b. Store Lay out Antz – The bread factory malls located branches have beautifully designed dine-in area and spacious counter with hip music and experiential services provides our customers an  atmosphere  of fun and exciting place to shop and dine. * Antz – The Bread Factory’s â€Å"bakeshop on wheels† branches are designed like a giant loaf of bread with 50-120 sq. m. commercial space. c. After-sales & Customer Service Strategy * Antz – The Bread Factory offers Delivery services, free bread on next visit of customers or thank you messages on bulk orders. V. Company Analysis A. Threats 1. There are many existing bakeshops in the Philippines making it difficult to start a new bakery especially in cities. 2. Inability to adjust bread prices due to the price hike of the bread’s main ingredients like flour, sugar. B. Opportunities 1.There is a big demand for bread here in the Philippines because bread serves as their secondary alternative for rice. 2. Fi lipinos are fond of sweet foods. 3. There is a large bracket of target market because bread is for a wide range of age, male or female. C. Strengths 1. Antz – The Bread Factory offers products that is unique and can only be found in the store. 2. Our Research and Development team compose of highly train individuals namely; nutritionist/dietician, culinary experts, chefs, and bakers. 3. The products are presented theatre style where the kitchen’s SEE-THROUGH design allows the customer to feel the freshness of each bread being made and served. 4. Branches in bakeshop on wheels have flexible operating hours. 5.The store layout of Antz – The Bread Factory bakeshop on wheels is well executed in a big loaf bread design. 6. Antz – The Bread Factory has a strong franchise relationship as member of the Philippine Franchise Association (PFA). D. Weaknesses 1. Antz – The Bread Factory is not well established. The bakeshop is not properly advertised. 2. We off er a product that is already available in the market. 3. Customers have to travel further to get in our stores because we have fewer branches. 4. The products we offer are not durable and can be easily blemished; it is the reason for some leftover. 5. Innovative products can be easily replicated. 6. The operating hours of bakeshop on wheels have no fix operating hours. 7.External employees of Antz’s franchises do not provide proper accommodation to the customers. VI. Marketing Objectives * To increase the number of franchised stores by 15. * To introduce new products to the market. * To increase annual sales by 10% per year * To increase the number of customers by 5% per year VII. Proposed Marketing Strategy A. Target Market Our proposed target market would be the same as the current target market of the company which are busy, on-the-go and health conscious individuals, but this time we will emphasize as our primary target market are the health conscious individuals and othe r urban dwellers as the secondary target market. Health conscious individuals- consists of athletes, parents who want to give their children healthy foods, those who want to maintain their physically fitted body and even those who are not physically fit but want to. †¢ Other urban dwellers- this segment pertains to all other on-the-go individuals, students, professionals, all community dwellers who want something different from greasy fast foods and seeking healthier version of quickly served foods. B. Positioning Strategy Antz – The Bread Factory offers a variety of healthy, tasty, affordable, freshly-baked breads to help our customers find refuge in today’s greasy fast food. C. Core Marketing Strategy 1. Product and merchandising mix Loaves| Loaf Plain| Pandesal Loaf| Raisin Loaf| Wheat Bread| Choco Loaf|Ube Swirl Loaf| Monggo Loaf| Muffins| Strawberry Muffins| Choco Pepermint Muffins| Orange Choco Muffins| Fiesta Buns| Coffee Bun| Choco Bun| Ube Bun| Floss| Maj estic Pork Floss| Spicy Pork Floss| Chicken Floss| Wraps| Ham Wrap| Hotdog Wrap| Pizza| Mayon Pork BBQ| Braided Pizza| Hawaiian Pizza| Mini Baked Mac| Mini Lasagna| Ensaimada| Plain Ensaimada| Ubesaimada| Macasaimada| Cluster| Monggo Cluster| Ube Cluster| Plain Ensai Cluster| Ubesai Cluster| Other Breads| Tuna Bun| Ham Cluster| Double Choco| Creamcheese Bun| Cheesy Cupcake| Garlic Bread| Pan de Pandan| Beefy Bread| Chicky Bread| Porky Bread| *NEW PRODUCT LINE* Fruit & Veggie Breads|Strawberry Glazed Bread| Melon Glazed Bread| Pineapple Glazed Bread| Banana Glazed Bread| Mango Glazed Bread| Malunggay Bread| Squash Bread| Carrot Bread| *BREADS IN BUNDLE* Antz – The Bread Factory will also offer breads in bundle. It will be the assortment of seven (7) breads and it’s the customers’ choice of what bread they put on the bundle. 2. Pricing LOAVES Loaves| Price| Choco Loaf| Php 57. 00| Monggo Loaf| Php 57. 00| Ube Swirl Loaf| Php 57. 00| Pandesal Loaf| Php 49. 00| Rasi n Loaf| Php 49. 00| Plain Loaf| Php 49. 00| Wheat Bread| Php 49. 00| MUFFINS Muffins| Price| Muffins| Php 30. 00| Strawberry Muffins| Php 30. 00| Choco Pepermint Muffins| Php 30. 00|Orange Choco Muffins| Php 30. 00| FIESTA BUNS Fiesta Buns| Price| Coffee Bun| Php 26. 00| Choco Bun| Php 26. 00| Ube Bun| Php 26. 00| FLOSS Floss| Price| Majestic Pork Floss| Php 40. 00| Spicy Pork Floss| Php 40. 00| Chicken Floss| Php 40. 00| WRAPS Wraps| Price| Ham Wrap| Php 25. 00| Hotdog Wrap| Php 25. 00| PIZZA Pizza| Price| Mayon Pork BBQ| Php 52. 00| Braided Pizza| Php 49. 00| Hawaiian Pizza| Php 49. 00| Mini Lasagna| Php 35. 00| Mini Baked Mac| Php 29. 00| ENSAIMADA Ensaimada| Price| Plain Ensaimada| Php 27. 00| Ubesaimada| Php 27. 00| Macasaimada| Php 27. 00| CLUSTERS Cluster| Price| Monggo Cluster| Php 60. 00| Ubesai Cluster| Php 60. 00|Plain Ensai Cluster| Php 60. 00| Ube Cluster| Php 59. 00| OTHER BREADS Other Breads| Price| Beefy Bread| Php 37. 00| Chicky Bread| Php 35. 00| Porky Bread| Php 3 0. 00| Ham Cluster| Php 30. 00| Cheesy Cupcake| Php 30. 00| Tuna Bun| Php 27. 00| Cream Cheese Bun| Php 26. 00| Garlic Bread| Php 20. 00| Double Choco| Php 17. 00| Pan de Pandan| Php 17. 00| *NEW PRODUCT LINE* Fruit & Veggie Breads| Price| Strawberry Glazed Bread| Php 43. 00| Melon Glazed Bread| Php 40. 00| Pineapple Glazed Bread| Php 40. 00| Banana Glazed Bread| Php 38. 00| Mango Glazed Bread| Php 38. 00| Malunggay Bread| Php 35. 00| Squash Bread| Php 35. 00 | Carrot Bread| Php 35. 00| *BREAD IN BUNDLES*Bundle pricing involves selling distinct multiple items offer together at a special prize. For Bread in Bundles, we will give ten (10) percent discount for a minimum of seven (7) breads purchase 3. Placement Strategy Since Antz – The Bread Factory is a member of the Philippine Franchise Association (PFA) we propose to locate our franchised stores near the anchor stores to accumulate high traffic and to generate sales. D. Integrated Marketing Communication Strategies 1. Creati ve theme Nowadays people are exposed to greasy and unhealthy food especially those children who are fond of eating fast foods. They choose unhealthy foods over vegetables and fruits that can give positive effects in their body.Fruits and vegetables are packed with essential nutrients that strengthen the body, heal and repair damage, ward off sickness and fight diseases. â€Å"Antz, the provider of fresh and healthy breads† is the campaign for the year 2012. Antz will deliver vegetables and fruits infused breads that can satisfy the need of health conscious customers. Antz will not only offer freshly baked breads but also the nutrients that you can acquire from the vegetables and fruits. Vegetable and fruit breads are the newest offering of Antz that can give delicious experiences to a healthy diet. 2. Integrated Communications Program Based on the company analysis, Antz – The Bread Factory needs to improve its promotional effort to establish the company well in the mar ket.And the following promotional mix will be used to position the company on the bread industry. Advertising * Print Ads (Flyers and posters) – The flyers and posters contains the 2012 campaign which is â€Å"Antz, the provider of fresh and healthy breads. † The flyers and posters will be distributed and posted in high traffic areas and the existing branches of Antz – The Bread Factoy. * Audio Visual Materials (Jingle and Internet advertising) – The jingle will be played in every store branches to capture the attention of the customers. While in the internet advertising, audio visual presentations will be posted on our website and Facebook fanpage to regularly inform the target market about our campaign and new products.Public Relations * Sponsorship (For health oriented events and TV programs) – Antz – The Bread Factory will sponsorship health related events and programs to create a good publicity that will ignite the emotions of the marke t. * E-mail and Telemarketing – we will send a personal message through email for the potential prospects, to inform them about new offerings and events that will be held 3. Media Plan ACTIVITY| TIME FRAME| BUDGET| Distribution of flyers and posters| Every third month| Php 960,000. 00| Releasing audio-visual materials| End of the year| Php 16,000. 00| Sponsoring health-oriented events and TV programs| Every quarter| Php 360,000. 0| Inviting and informing potential prospects through internet| Every month| ———–| *applicable for 2 years Total: Php 1,336,000. 00 4. After-sales and Customer Service Strategy 1. People * Antz – The Bread Factory will provide a service training program that includes one (1) day orientation, three (3) days store management and marketing training, ten (10) days baker mastery, two (2) days cashier service training. * Antz – The Bread Factory will create a proper store dialogue that will surely attract more custo mers. 2. Store layout and design * Antz – The Bread Factory will improve store facade by adding more designs like glass, mirror and lights.We will also add music in the store so the customers will feel more comfortable. We will also create a unique scent to develop a somatic marker to our valued customers. 3. After sales and customer service strategy * Antz – The Bread Factory will give loyalty cards to our customers that give discount. * Antz – The Bread Factory give free breads for those who buy bulk orders. * Antz – The Bread Factory will impose a free delivery for bulk orders. Appendices Appendix A Sketch of the Veggie and Fruit Breads Appendix B Side view sketch of the proposed packaging Appendix C Top view sketch of the proposed packaging Appendix D Front view sketch of the proposed packaging

What Did Hitler Believe

For a man who ruled a powerful country and affected the world to such an extent, Hitler left behind relatively little in the way of useful material on what he believed. This is important, because the sheer destructive magnitude of his Reich needs to be understood, and the nature of Nazi Germany meant that, if Hitler wasn’t taking the decisions himself, then people were ‘working towards Hitler’ to do what they believed he wanted. There are big questions like how could a twentieth-century country embark on the extermination of its minorities, and these have their answers in part in what Hitler believed. But he left no diary or detailed set of papers, and while historians have his rambling statement of action in Mein Kampf, much else has to be discerned detective style from other sources. As well as lacking a clear statement of ideology, historians have the problem that Hitler himself didn’t even have a definitive ideology. He had a developing mish-mash of ideas pulled from across central European thought, which wasn’t logical or ordered. However, some constants can be discerned. The Volk Hitler believed in the ‘Volksgemeinschaft,’ a national community formed of racially ‘pure’ people, and in the specific case of Hitler, he believed there should be an empire formed of just pure Germans. This had a twofold effect on his government: all Germans should be in the one empire, and so those currently in Austria or Czechoslovakia should be bought into the Nazi state by whatever manner worked. But as well as wanting to bring ‘true’ ethnic Germans into the Volk, he wanted to expel all those who didn’t fit the racial identity he imaged for Germans. This meant, at first, expelling gypsies, Jews and the sick from their positions in the Reich, and evolved into the holocaust—an attempt to execute or work them to death. The newly conquered Slavs were to suffer the same fate. The Volk had other characteristics. Hitler disliked the modern industrial world because he saw the German Volk as an essential agrarian, formed of loyal peasants in a rural idyll. This idyll would be led by the Fuhrer, would have an upper class of warriors, a middle class of party members, and a vast majority with no power at all, just loyalty. There was to be a fourth class: slaves composed of ‘inferior’ ethnicities. Most older divisions, like religion, would be erased. Hitler’s và ¶lkisch fantasies were derived from 10th-century thinkers who had produced some và ¶lkisch groups, including the Thule Society. The Superior Aryan Race Some 19th-century philosophers weren’t content with the racism of white over blacks and other ethnicities. Writers like Arthur Gobineau and Houston Stewart Chamberlain derived an additional hierarchy, which gave white skinned people an internal hierarchy. Gobineau theorized a Nordic derived Aryan race who were racially superior, and Chamberlain turned this into Aryan Teutons / Germans who carried civilization with them, and also classed Jews as an inferior race who were dragging civilization back. Teutons were tall and blond and the reason Germany should be great; Jews were the opposite. Chamberlain’s thinking influenced many, including the racist Wagner. Hitler never explicitly acknowledged Chamberlain’s ideas as coming from that source, but he was a firm believer in them, describing the Germans and the Jews in these terms, and wishing to ban their blood from intermixing to maintain racial purity. Anti-Semitism No one knows where Hitler acquired his all-consuming anti-Semitism, but it wasn’t unusual in the world Hitler grew up in. Hatred of Jews had long been a part of European thought, and although a religious-based anti-Judaism was turning into a race-based anti-Semitism, Hitler was just one believer among many. He appears to have hated Jews from a very early point in his life and considered them corrupters of culture, society, and Germany, as working in a grand anti-German and Aryan conspiracy, identified them with socialism, and generally considered them vile in any way possible. Hitler kept his anti-Semitism concealed to some extent as he took power, and while he swiftly rounded up socialists, he moved slowly against the Jews. The cautious actions of Germany were eventually pressurized in the cauldron of the Second World War, and Hitler’s belief the Jews were barely human allowed for them to be executed en masse. Lebensraum Germany had, since its foundation, been surrounded by other nations. This had become a problem, as Germany was rapidly developing and its population was growing, and the land was going to become a vital issue. Geopolitical thinkers such as Professor Haushofer popularized the idea of Lebensraum, ‘living space,’ basically taking new territories for German colonization, and Rudolf Hess made his only significant ideological contribution to Nazism by helping Hitler crystallize, such as he ever did, what this Lebensraum would entail. At one point before Hitler it had been taking colonies, but to Hitler, it became conquering a vast eastern empire stretching to the Urals, which the Volk could fill with peasant farmers (once the Slavs had been exterminated.) A Misreading of Darwinism Hitler believed that the engine of history was war, and that conflict helped the strong survive and rise to the top and killed off the weak. He thought this was how the world should be, and allowed this to affect him in several ways. The government of Nazi Germany was filled with overlapping bodies, and Hitler possibly let them fight amongst themselves believing the stronger would always win. Hitler also believed that Germany should create its new empire in a major war, believing the superior Aryan Germans would defeat the lesser races in a Darwinian conflict. War was necessary and glorious. Authoritarian Leaders To Hitler, the democracy of the Weimar Republic had failed and was weak. It had surrendered in World War 1, it had produced a succession of coalitions which he felt hadn’t done enough, it had failed to stop economic troubles, Versailles and any number of corruptions. What Hitler believed in was a robust and god-like figure who everyone would worship and obey, and who would, in turn, unite them and lead them. The people had no say; the leader was the one in the right. Of course, Hitler thought this was his destiny, that he was the Fà ¼hrer, and the ‘Fà ¼hrerprinzip’ (Fà ¼hrer Principle) should be the core of his party and Germany. The Nazis used waves of propaganda to promote, not so much the party or its ideas, but Hitler as the demigod who would save Germany, like the mythical Fà ¼hrer. It was nostalgia for the glory days of Bismarck or Frederick the Great. Conclusion Nothing Hitler believed was new; it had all been inherited from earlier thinkers. Very little of what Hitler believed had been formed into a long-term program of events; the Hitler of 1925 wanted to see Jews gone from Germany, but it took years before the Hitler of the 1940s was willing to execute them all in death camps. While Hitler’s beliefs were a confused mishmash that developed into policy only over time, what Hitler did do was unite them together in the form of a man who could unite the German people into supporting him while he acted on them. Previous believers in all these aspects had been unable to make much impact; Hitler was the man who successfully acted on them. Europe was all the poorer for it.