Question
Health care marketing requires a different approach than other industries. In this assignment, you will review current health care marketing and how it has evolved in the past 50 years, as well as how health care marketing compares to other industries. This will give you the necessary background knowledge to understand what impact competitive, regulatory, technological, and environmental changes have on health care marketing.
Research the following:
Identify different events or shifts in our health care system within the past 50 years that have led to a change in health care marketing.
Identify marketing ads for one healthcare-based company and one non-healthcare-based company, such as from the automotive or cellular phone industries, from the past 50 years.
Select 1 marketing ad for a healthcare-based company and 1 marketing ad for a non-healthcare-based company from the past 50 years.
Write a 350- to 700-word analysis that details the changes in health care marketing that have occurred in the past 50 years and why these changes occurred. Your analysis will include a discussion around the similarities and differences between health care and non-healthcare marketing based on the ads you selected. Your analysis should:
Describe how health care marketing has changed since the 1970s.
Describe how current health care marketing efforts should be adjusted according to the COVID-19 pandemic.
Identify advantages of health care marketing for an organization and its consumers.
Discuss whether you consider marketing an appropriate practice in health care.
Identify similarities and differences between health care marketing and marketing in other industries.
Review the ads you selected (health care and non-healthcare ads) and identify 2 similarities and 2 differences between the marketing in a health care company versus a non-healthcare company.
Consider readings related to the 4Ps of marketing.
Predict how health care marketing may change in the next decade.

Answer
1. Introduction
The essay focuses on the evolution of healthcare marketing since the 1970s, with an emphasis on how the implementation of the Affordable Care Act has transformed the way public health and community-based care is provided. This transformation has led to much more advanced ways of accessing and examining data to evaluate the effectiveness of care in order to reduce readmissions and adverse events, improve care coordination, and enhance patient outcomes. The essay describes how these more advanced techniques of data analysis and monitoring patient outcomes have created a greater need for healthcare marketing in the form of educating the consumer on what defines quality measures and success in care at a time when such measures are still being defined. The article provides examples in which hospitals are using innovative healthcare marketing methods to compare themselves with their peers in an attempt to expose relative differences in safety, effectiveness, patient-centeredness, timeliness, efficiency, and equity in care between competing organizations. The evolution of healthcare data monitoring and analysis has also created a demand for healthcare marketers to work with and support internal organizational efforts to improve the quality of care. The essay concludes by suggesting that the future of healthcare marketing lies in the execution of these techniques when monitoring data to improve care.
1.1 Evolution of Health Care Marketing since the 1970s
As the industry moves into the new consumer-driven era, marketing and public relations are no longer considered a disreputable activity, but are vital in helping organizations to identify their strengths, weaknesses, opportunities, and threats, to make sound business decisions and to build relationships with its publics (Buchbinder, 2012). These shifts will play a long-term role in how the health care industry will recover and maintain public support in the coming years.
Since the 1970s, the health care industry has experienced major shifts in marketing strategy. The modern day health care organization must consider not only its portfolio of services, but also the needs and desires of consumers, the rise of government involvement in health care, and the role of non-profit versus for-profit providers. Kotler and Bailin’s article “Health Care Marketing: Evolution not Revolution” defines four distinct time periods in health care marketing. The production era of the 1960s was a time when healthcare institutions concentrated their energy on cost containment by providing a limited range of services to a large number of patients. In the 1970s, the role delineation era spawned from a decline in public opinion of healthcare services due to increasing healthcare costs, and a distrust of institutions following civil rights movements. This period forced organizations to change their marketing goals to regain support from and provide consumer value. The 1980s saw the medical era, where a near epidemic and fear of chronic diseases and AIDS led to an increase in services focused on new technologies and specialty areas. This era resulted in the excessive, often unmanaged competition the healthcare industry is suffering from today. Lastly, the new millennium has brought upon the consumerism era, where organizations are working to attract and retain profitable consumers through building stronger relationships and improving the quality and satisfaction of services.
1.2 Adjusting Health Care Marketing Efforts during the COVID-19 Pandemic
The advance of technology and improved access to information has continually influenced the manner in which health care marketing is carried out. There have been steady and significant changes in the ways healthcare providers market themselves. In the recent period, as the world contends with the COVID-19 pandemic, there have been great difficulties and concerns faced by health care marketers. Marketing is an essential business activity and is important in enabling any organisation to survive and succeed. Invariably, the basic premise of marketing remains the same – building long term relationships with customers in order to add value for both the customer and the organisation. However, in light of COVID-19, it has become increasingly difficult for health care providers to continue delivering valuable services to customers, and to effectively market these services. It is now more difficult to add value to services due to the unique nature of COVID-19. The ever-changing information and research about COVID-19 has caused consumer uncertainty. This makes it difficult to develop detailed and specific marketing strategies, and has forced health care providers to concentrate mainly on providing information to consumers, rather than promotion of services. Patients are now looking for high quality and reliable information regarding COVID-19, and how it may affect their health conditions and access to other healthcare services. This is a crucial time for health care marketers to provide accurate and timely information to the consumer. The focus of information giving presented a shift in marketing paradigm, from the traditional transactional, to a relationship based model, where the priority is providing consumer trust and confidence. This strategy is beneficial for consumers, and also a platform for building future marketing strategies and customer retention.
2. Advantages of Health Care Marketing
2.1 Benefits for Organizations
2.2 Benefits for Consumers
3. The Appropriateness of Marketing in Health Care
3.1 Arguments in Favor of Health Care Marketing
3.2 Arguments Against Health Care Marketing
4. Comparing Health Care Marketing with Other Industries
4.1 Similarities between Health Care Marketing and Marketing in Other Industries
4.2 Differences between Health Care Marketing and Marketing in Other Industries
5. Reviewing Health Care and Non-Healthcare Ads
5.1 Similarities in Marketing Approaches
5.2 Differences in Marketing Strategies
6. Exploring the 4Ps of Health Care Marketing
6.1 Product in Health Care Marketing
6.2 Price in Health Care Marketing
6.3 Place in Health Care Marketing
6.4 Promotion in Health Care Marketing
7. Predicting the Future of Health Care Marketing
7.1 Emerging Trends in Health Care Marketing
7.2 Anticipated Changes in the Next Decade

1. Introduction
Infective endocarditis (IE) is an infection of the endocardial surface of the heart, which may include one or more heart valves, the mural endocardium, or a septal defect. We distinguish between native valve infective endocarditis and prosthetic valve endocarditis, pacemaker infective endocarditis, and infective endocarditis on the right side of the heart. It is a serious condition that can cause significant morbidity and mortality. Despite improvement in diagnostic methods and outcomes, infective endocarditis remains a life-threatening disease with high in-hospital mortality. However, infective endocarditis accounts for a high percentage of all heart disease-related deaths in many studies published in the United States and Europe on cardiac and cause of death statistics, with mortality rates not seeming to decrease over time. There were significant developments in the understanding of infective endocarditis during the 19th and the 20th century, first with the recognition of the role of microorganisms causing infective endocarditis and with the advent of modern microbiology and guidelines for the diagnosis of infective endocarditis. Echocardiography, which is an essential diagnostic tool in infective endocarditis, became commonly used only from the 1960s but has been rapidly evolving to provide increasingly accurate diagnosis of infective endocarditis and its complications. Finally, the incidence of infective endocarditis has been increasing in the past decades, most studies report an increase in older patients and finding Staphylococcus aureus to be the most common cause of infective endocarditis.
1.1 Definition and Overview
Definite emphasis on the big picture, the summary of the whole essay, states the important main idea of the whole content of this section. The main idea is as follows: there are three things I need to explain and cover in this section. And also, the reason why the definition and overview is important is because the author uses this as a springboard to the following sections to introduce what’s going to be talked about afterwards, to introduce the theories that others have, that we would have discussed in the next sections. That’s why the definition and overview is important and makes sense. And also, the author in this paragraph makes a transition from a general overview of the topic of the review to the specific aim of this section. And later, after we finish the definition, the author would repeat and tell the reader what was just covered, and transition into the next session. And I’ll definitely emphasize that we connect the dots and let the reader know what the overview for this section of the definition is and give them the definition of infective endocarditis. And the definition of infective endocarditis is, it refers to an infection of the endocardium, the inner lining of the heart, commonly involving the heart valves. And next, over the course of the years, the definition has been supplemented by the modified Duke’s criteria, which includes a combination of pathological signs and clinical findings to establish a diagnosis.
1.2 Historical Background
Since ancient times, medical practitioners observed that some patients with a chronic wasting illness developed petechiae. Sir William Osler, widely referred to as the father of modern medicine, has been credited with first describing the classic clinical presentation of subacute bacterial endocarditis in 1885. However, the history of infective endocarditis, which is a synonymous term of the disease Osler described, dates back further. In 1329, Ibn al-Nafis, an Arab physician, provided the initial description that correlated human dissection findings with the postmortem evidence of cor triatriatum sinister. The condition was later known as the “Sheikh disease” and Nafis’ cited findings adapted in some Western medical literature in reference to the phenomenon in the following centuries. Andrea Marzari, an Italian doctor, was the first to perform a successful cardiac surgery on a patient with endocarditis. In 1872, he pursued a surgical approach including division of style and valvular leaflets with patience, resulting in relief of ailment up to 3 months. This unique attempt at early valvular surgery with hypothesis that the absence of one particular leaflet would release the built-up blood flow and provide resistance was revealed in the renowned “Napoleon’s buttons” by Dr. Barbara J. Niss. Dr. Emanuel Libman and his protegees, Dr. Leslie Abramowits and Dr. Joseph Weinstein, perfected the technique of culturing for the diagnosis of subacute bacterial endocarditis from blood in 1909. Dr. Libman was a prolific writer and has been consulted in many edition of Osler’s textbook for guidance on infectious endocarditis and other medical conditions. As a result of the pioneering work of those physicians, the culture technique emerged as the golden standard for laboratory diagnosis till Schick and his associated embraced the usage of antistreptolysin in the late 1930s. Surprised patient and their relative would ask why modern physician performed all these procedures and the ground of a “minor incision” on the chest. Well, the answer lied in a ground-breaking event, the first successful cardiopulmonary bypass perfusion by John Heysham Gibbon, Jr. in Thomas Jefferson University Hospital on 6 May 1953. His associate, the tireless Dr. Lenly Steven Lillehet, completed the cases that followed. Dr. Lillehet’s effort reaching an impressive 72 hours on bypass was universally acclaimed in the surgical circle and his record still stood unrivalled until a better technology eclipsed the traditional model. The establishment of Cardiac Surgery Unit, as well as subsequent surgical advancement, allows removal of many tumors, obliteration of multiple septal defects, valvular leaflets repair and successful outcome of the first staged correction for tetralogy of Fallot ever reported. It was through identification of hemolytic pathogens Caenorhabditis elegans and Drosophila melanogaster in 1962 that set up a vital platform for studying and researching the pathogenic effect of streptococcal bacteria. With referable genetic similarity to higher species including Homo sapiens, the experimentation and correlation constitute the initial necessary step in a greater understanding when subsequent researches could be conducted on larger mammals like guinea pigs and eventually in human. Creaton et al. published a groundbreaking result in the genome size and phylogenetic distribution of species in Streptococcus bovis group, reporting the association of S. gallolyticus with numerous gastro-intestinal maladies and sporadic endocarditis in the developed country in 2012. As the history chronicles major breakthrough and advances in our understanding of the modern endocarditis. These legendary cases, techniques invented and long-withstanding aliases used to described infective endocarditis serve as solid reminders to our epic but perpetual struggle against one of the most feared heart condition known to mankind.
1.3 Incidence and Prevalence
It appears from the literature that incidence and prevalence vary with patient population and geographical region. For example, there is a lower incidence of infective endocarditis caused by Chlamydia in the UK and Europe compared to the USA. This could be due to differences in climate and therefore the prevalence of the arthropod vectors of Chlamydia.
The incidence and prevalence of various infective agents causing endocarditis also differ. For example, a study in Olmsted County, Minnesota (1975-1984) showed that there were only 1.4 episodes of Q fever endocarditis per 100,000 person-years compared to 4 for Staphylococcus aureus and 1.7 for viridans streptococcal infection. However, this was in contrast to the nationwide French survey, which found a prevalence of only 2% for prosthetic valve endocarditis but 19% for Q fever endocarditis.
Studies suggest that the incidence of infective endocarditis is increasing. The recent French study showed an increase of 33% between 1991 and 1999 compared to the previous decade. This is thought to be related to an aging population, the increasing numbers of prosthetic valves, and better ascertainment due to improved availability of echocardiography.
In a study of 468 patients in New York state between 1998 and 2000, the annual incidence was 15 cases per million population. This is in line with an earlier survey (1969-1983) in North America, which suggested an incidence of 10 cases per million.
In a French study of 1,135 patients with infective endocarditis during the 1980s, the overall annual incidence of infective endocarditis was 33 cases per million population. This increased with age to 60 cases per million population in those aged 60 to 70 years and 120 cases per million in those over 70. The annual incidence among those with rheumatic heart disease or a prosthetic heart valve was much higher at 377 and 553 cases per million population. The male to female ratio in this study was 1.6 to 1; however, there were no cases in women under 20 or over 70.
The true incidence and prevalence of infective endocarditis have proven difficult to ascertain and are subject to much geographical and temporal variation, especially with the advent of new diagnostic and echocardiographic techniques. However, population-based studies have helped to define this more clearly.
2. Etiology and Pathogenesis
2.1 Microorganisms Involved
2.2 Risk Factors
2.3 Pathophysiology
3. Clinical Presentation
3.1 Signs and Symptoms
3.2 Complications
3.3 Diagnostic Criteria
4. Imaging and Diagnostic Techniques
4.1 Echocardiography
4.2 Blood Cultures
4.3 Other Diagnostic Modalities
5. Treatment Approaches
5.1 Antibiotic Therapy
5.2 Surgical Intervention
5.3 Prophylaxis
6. Prognosis and Outcomes
6.1 Mortality Rates
6.2 Long-Term Complications
6.3 Factors Influencing Prognosis
7. Prevention Strategies
7.1 Education and Awareness
7.2 Dental Prophylaxis Guidelines
7.3 Intravenous Drug Use Prevention
8. Research and Advances
8.1 Current Studies and Trials
8.2 Emerging Therapies
8.3 Future Directions

QUESTION
discuss the accounting-for-inventory transactions of merchandising companies, the two formats of preparing the income statement, and how to evaluate the profitability of a merchandising company. We will also discuss how companies determine the year-end inventory value and cost of goods sold using one of the cost-flow assumptions. Finally, we will examine the impact of choosing a certain cost-flow assumption on the tax liability and other financial statement numbers of a company.
Let’s begin with this question: How is the income statement of a merchandising company different from that of a service company?

ANSWER
1. Income Statement Differences between Merchandising and Service Companies
The income statement of a service company and a merchandising company differs in terms of the amount of reported revenues and the presentation of cost of goods sold and gross profit. In a service company, the revenue section of the income statement looks simple. Revenues are reported when services performed, not when cash is received. The statement shows the total revenues generated by the company during the reporting period. It does not record any revenues for future services that have been paid in advance. The unearned revenue is recorded in the balance sheet as a liability. In contrast, a merchandising company uses a more complex revenue recognition principle. The income statement should show the sales revenue for the period and the gross profit of the company. Sales revenue represents the actual invoiced sales to customers, not the purchase revenue as recognized in the company’s books. However, as for services, revenue is recognized when goods are delivered to the buyers, not when the cash is received. The cost of goods sold is the expenses that a merchandising company has paid to produce the goods that have been sold during the reporting period. The calculation of cost of goods sold is not necessary in a service company’s income statement. Besides, it is also different from the expense of purchase that has been paid during the period. This is because the cost of goods sold should be recorded as expenses in the same period as sales which have been generated from the sold goods. Unlike in a merchandising company, the statement will only show the net sales after deducing the cost of goods sold. It does not show the total revenues from goods purchased by the company. However, the revenue section will show total revenues overall, including for any future services that have been paid in advance. In contrast to a service company, the income statement of a merchandising company should also present the cost of goods sold and gross profit. The cost of goods sold is the expenses that a merchandising company has paid to produce the goods that have been sold during the reporting period. The calculation of cost of goods sold is not necessary in a service company’s income statement.
1.1. Revenue Recognition in Merchandising Companies
The title to the inventory passed from the seller to Revcon Inc. at the shipping point. The goods will be shipped FOB (Free On Board) shipping point. When the inventory arrives at Revcon Inc.’s location, the prepaid freight will be reclassified to the income statement and Revcon Inc. will record the delivery costs as a part of the cost of the goods sold.
Illustration 1: Revcon Inc. ordered an inventory costing $4,000 on 11/20/X1 and received the inventory on 12/3/X1. The seller paid for the shipping cost of $200.35.
Revenue is earned when the seller transfers the promised goods or services to the customer, regardless of when the customer pays for the product. In a merchandising company, revenue is earned through the sale of merchandise. Revenue from the sale of inventory is recorded in the income statement when title to the goods passes from the seller to the buyer. Goods can be sold under different contractual terms. If the seller explicitly agrees to pay for the transportation of the inventory to the buyer, then the seller has title to the goods until the inventory reaches the buyer. If the merchandise is shipped FOB (Free On Board) shipping point, then the title to the goods passes to the buyer at the shipping point. In this case, the seller will record the sales revenue and the inventory will be reduced when the goods have been loaded onto the shipping vehicle. The buyer is responsible for the transportation costs and the seller will not record additional costs associated with delivering the inventory to the buyer. If the merchandise is shipped FOB destination, then the title to the goods passes to the buyer when the goods reach the buyer’s place of business. In this case, the seller will record the sales revenue and reduce the inventory when the merchandise has been delivered to the customer’s location. The seller is responsible for the additional costs of shipping the merchandise to the buyer, and therefore the seller will record the costs associated with the transportation as freight-out expenses on the income statement. On the contrary, if the seller agrees to pay for the additional transportation costs, then the buyer will not take title to the goods until the merchandise is delivered. If the merchandise is shipped FOB destination, then the revenue from the sales transaction and the related cost in the amount of the prepaid freight will be recorded as a deferred cost on the balance sheet. The seller will record the freight cost as a part of the cost of the goods sold when the inventory is delivered to the customer’s location. As a result, the merchandise appears in the inventory and the seller consumes the freight cost, at which point the deferred cost of the prepaid freight will be reclassified from the balance sheet to the income statement.
Revenue from sales transactions
1.2. Cost of Goods Sold Calculation in Merchandising Companies
The cost of goods sold calculation in the income statement in merchandising companies is a primary difference from the income statement in service companies. In service companies, there is no requirement for tracking the inventory and the cost of goods sold. Instead, the cost of goods sold in merchandising companies is like the direct labor and manufacturing overhead in manufacturing companies: it is associated with the inventory that has been sold. In another word, cost of goods sold represents the expense of the goods that have been sold during the period. The calculation of cost of goods sold is shown as follows: begin with the beginning inventory, add the purchase, and then subtract the ending inventory. The beginning and the ending inventory are also reported in the balance sheet at the end of the year. However, the income statement is only for each period. When the goods are sold, the cost of those goods will be transferred from inventory to the cost of goods sold. From the formula of calculating the cost of goods sold, it is understood that cost of goods sold usually involves three accounts: the inventory, the purchase, and the cost of goods sold itself which is shown in the income statement. Since the merchandise inventory in the balance sheet has to be measured at the end of the month every time, the cost of goods sold should be periodically calculated and matching with the actual cost of the goods which are in the inventory. You could see how important the time and the effort of keeping track of the inventory, buying and selling the goods are to the manager. All these activities will be reflected in the income statement and the balance sheet that provide useful information for decision making, performance evaluation, and comparison with similar companies. According to the document, there are two formats of preparing the income statement in merchandising companies, which are single-step income statement and multiple-step income statement. The single-step income statement is simple and uses only one step to calculate the net income. On the other hand, the multiple-step income statement provides more detailed information for the users, like the gross profit and the total operational expenses. And it also provides a subcategory for each kind of operational expense.
1.3. Gross Profit Calculation in Merchandising Companies
The formula to calculate gross profit is: Gross Profit = Net Sales – Cost of Goods Sold (COGS). It is important to note that COGS is the cost of inventory at the beginning of the accounting period, plus the cost of purchases during the accounting period, minus the cost of inventory at the end of the accounting period. Inventories usually involve various cost factors due to inflation or other price level changes. So, the management has to choose a cost flow assumption from different inventory valuation methods. There are three most widely used inventory valuation methods under a perpetual inventory system, which are: First-In, First-Out (FIFO); Last-In, First-Out (LIFO) and Weighted Average Cost. These methods will lead to different allocation of cost of goods sold between consecutive accounting periods and therefore it will lead to different figures of gross profit and eventually different tax liability. On the other hand, under a periodic inventory system, the cost of goods sold and the ending inventory are physically counted and then costed at the end of the accounting period. The value of closing inventory is calculated by: closing inventory = opening inventory + purchase – closing inventory. As a conclusion, the main difference between gross profit margin, operating profit margin and net profit margin is the deduction used in the formula of each margin. Gross profit margin deducts cost of goods sold from net sales, while operating profit margin deducts the total operating expenses from gross profit; and net profit margin deducts all the other expenses (e.g. interest, taxation) from the operating profit. It is important to make an overall efficiency comparison on different profit margins of a particular company, by comparing with the margins growth over different accounting periods and by comparing the margins with the average company margins in the same industry.
2. Two Formats of Preparing the Income Statement
2.1. Single-Step Income Statement Format
2.2. Multiple-Step Income Statement Format
3. Evaluating the Profitability of a Merchandising Company
3.1. Gross Profit Margin Analysis
3.2. Operating Profit Margin Analysis
3.3. Net Profit Margin Analysis
4. Determining Year-End Inventory Value in Merchandising Companies
4.1. Perpetual Inventory System
4.2. Periodic Inventory System
5. Cost of Goods Sold Calculation using Cost-Flow Assumptions
5.1. First-In, First-Out (FIFO) Method
5.2. Last-In, First-Out (LIFO) Method
5.3. Weighted Average Cost Method
6. Impact of Cost-Flow Assumptions on Tax Liability and Financial Statements
6.1. Tax Implications of Different Cost-Flow Assumptions
6.2. Effect on Inventory Valuation
6.3. Impact on Profitability Measures

question
Bullying prevention is a growing research field that investigates the complexities and consequences of bullying.  There is also a complex relationship between bullying and suicide.  
Visit http://www.stopbullying.gov/resources/index.html and identify resources for preventing bullying
and assisting children who have been bullied.
Answer
Bullying Prevention and Assistance for Bullied Children
1. Introduction
First and foremost, the text could persuade people to stand against bullying efficiently. To fulfill this purpose, the text starts with research that tries to connect to academic and research studies to develop new effective ways for anti-bullying. By implementing this, readers would be convinced that this is the best practice and gives a meaningful impact. Meanwhile, the text then continues to state the significance of the research. After the aim or objective of the research is clearly stated, it is important to continue with the literature review about bullying. Through the literature review, it could help the readers understand more about the topic and justify the hypothesis. The text could provide some supportive statements or evidence from the literature. The next paragraph could talk about the characteristics of the bullies that the research found. In this part, the text needs to elaborate on how the characteristics have been studied. By providing a paragraph to talk about the characteristics of the bullies, the text would not be too focused and describe too much about the positive characteristics of the bullies. The idea of positive characteristics might not be accepted by the majority. When stating the method of the research, the text could provide some ideas and give insight into what type of data has been collected. On the other hand, the text could also provide the tools that have been used for data collection. Last but not least, the text is suggested to have research limitations as well. Researchers need to be honest with the readers that there is no perfect research. Therefore, the author should state the obstacles that have been faced during the research. By providing an honest statement, it could actually lead the readers to know more about the possible challenges that they may face for continuing the research. Also, it further gives room for improvement for the future, i.e. what the researcher could aim and do for the next research.
1.1. Overview of Bullying Prevention Research
As well, the Olweus Bullying Prevention Program is a widely recognized approach to preventing bullying. It is designed for children and youth and involves a combination of school-wide, classroom, individual, and community efforts. It has been found to reduce bullying in schools. In addition, the program provides a focus on creating a positive school climate. Schools and school districts around the country are using the Olweus program and are supplementing it with research-based strategies such as social emotional learning. Social emotional learning is the process through which children and adults understand and manage emotions, set and achieve positive goals, feel and show empathy for others, establish and maintain positive relationships, and make responsible decisions. Researchers are discovering the significant impact an emphasis on social emotional learning can make on both school climate and student learning. Such programs provide students with strong, evidence-based social and emotional education and help to facilitate the growth of a more positive school climate where bullying is less and less likely to be present. Clearly, research shows the importance of approaching bullying on different levels, from the individual to the school-wide level, and tailoring strategies to the type of bullying as well as the ages of the youth involved. By continuing to study the countless forms of bullying and the subsequent effects of each kind and by providing educators and parents alike with research-based prevention programs, strategies, and materials, we may be able to weaken the foundation upon which bullying is founded. Although there is no surefire way to prevent bullying, the aim of academic research and the information contained within this resource is to provide a more thorough understanding of the multitude of forms of bullying, and to provide assistance and resources for those who may be affected by such negative behaviors. By exploring research, the underlying causes of a variety of bullying types, and how educators and parents can help to prevent or diminish such behaviors, individuals can develop a strong sense of how bullying negatively affects not only the victim, but also the bully and witnesses to bullying.
1.2. Understanding the Complexities of Bullying
Firstly, it is important to recognize the various different forms of bullying. These can be physical, verbal, relational, and sometimes it can even encompass that of sexual harassment. For example, in some instances, the very friends that a person had turned against them, which is a form of social aggression that sometimes can be even more devastating than just the individual direct bullying itself. Another complexity is that statistics themselves are not always clear as to the true extent or definition of bullying. It is often debated as to whether the bullies themselves are suffering from an underlying psychological problem, or whether they are in fact fully aware of their actions. This is something we explore later within this literature. One key element identified by many is that in order to be able to tackle the issue of bullying, it is essential to understand the different and complex behaviors that are often associated with these types of repeated aggression. For example, research commissioned by the Department for Education and Skills (2009) identified and recognized that there are many different ‘push’ and ‘pull’ factors that are associated within cases of bullying. Ergo, what may start out as a learned cycle of repeat type of aggression can often become a dominant pattern of negative behavior. This can become deeply ingrained over prolonged periods, especially if the bullying tactics are tolerated or remain unanswered. At the core of the underlying issues, it is identified by the research that the individual being the target of the bullying is more often than not at risk from not only ‘psychosocial’ problems such as low self-esteem, or that of an inability to protect themselves effectively from the aggression, but it is known now that academic studies are also a big potential target for the bullies as well.
1.3. Consequences of Bullying
One of the most common and dangerous effects of bullying is the development of low self-esteem. Self-esteem is how a person feels about his or herself and can greatly influence how a person views the world and their role in the world. If a person feels badly about themselves, they are less likely to take productive action towards their goals and more likely to feel helpless and depressed. Additionally, bullying can have long-term effects on a person’s life. The US Department of Health and Human Services reports that children who are bullied are more likely to develop depression and anxiety and grow up to be more susceptible to mental health problems, job insecurity, and even homelessness in their adult years. There have also been multiple studies that have suggested that children who are bullied are more likely to abuse alcohol and other drugs in adolescence and as adults. Bullying has even been linked to an increase in the likelihood of a person committing criminal acts. It has been suggested that the experience of being bullied, and the resulting shame, isolation, and quiet rage, may be contributing factors behind the decision to commit criminal acts. Some of the worst effects of bullying occur when the victim takes his or her own life. When a person is constantly told that they are ugly, not good enough, or that they should kill themselves, the simple words become a reality to the victim and he or she will take their own life. Victims of bullying and cyberbullying are between 2 to 9 times more likely to consider committing suicide, as cited by the US Department of Health and Human Services. There are many different LGBTQ youth support groups and other anti-bullying organizations throughout the country that help provide a safe haven for victims of bullying. They often help children who are being bullied learn to defend themselves, promote greater awareness in schools and communities, and provide education on the patterns that bullying can take. Research has shown that young people who are actively engaged in implementing programs and strategies that foster positive youth-adult relationships and that help to develop conflict resolution and leadership skills are much less likely to problem-bully or to have been seriously victimized themselves. Such programs create an environment where bullying, particularly if it is more subtle or persistent, has a much smaller chance to take root.
2. Bullying and Suicide
2.1. Exploring the Relationship between Bullying and Suicide
2.2. Identifying Risk Factors for Suicide in Bullied Individuals
2.3. Strategies for Suicide Prevention among Bullied Individuals
3. Resources for Preventing Bullying
3.1. StopBullying.gov – Overview and Purpose
3.2. Educational Programs for Bullying Prevention
3.3. Training Materials for Teachers and Parents
3.4. Research-Based Strategies for Bullying Prevention
4. Resources for Assisting Bullied Children
4.1. Supportive Organizations for Bullied Children
4.2. Counseling and Therapy Services
4.3. Building Resilience in Bullied Individuals
4.4. Legal Protection and Advocacy for Bullied Children
5. Conclusion