Viagra Who What How And Why Essays - PDE5 Inhibitors, Lactams

Viagra: Who What How And Why? James Pouncey Dr. Owen Drugs and Behavior May 2, 2000 Viagra: What, Who, Why, and How Sildenafil Citrate, more commonly known by the brand name Viagra, has become one of the most commonly prescribed drugs in America. Viagra is used to treat erectile dysfunction, also known as impotence. Erectile Dysfunction is best defined as the inability to maintain an erection necessary for sexual satisfaction. Sildenafil has been shown to be effective for a broad range ED patients, including those with a history of mellitus, depression, hypertension, diabetes, and spinal chord injury (Sildenafil Citrate, par. 29). Pharmacokinetics Viagra is taken orally. It is quickly absorbed into the system and usually reaches its peak concentration in about 30 to 120 minutes. However, as with most orally administered drugs, taking the pill on a full stomach will slow down its absorption (Sildenafil Citrate, par. 5). Viagra is metabolized in the liver by the cytochrome p450 system. It is converted into a metabolite that has properties similar to that of the pre-metabolized drug. Viagra and its metabolite have a terminal half-life of about 4 hours (Sildenafil Citrate, par. 4). Finally, Viagra is excreted primarily through feces in the form of metabolites (Sildenafil Citrate, par. 7). Mechanism of Action Sildenafil is a pharmaceutical breakthrough not only because it is the most effective treatment for erectile dysfunction available, but also because it is the first in a new class of medications (FDA, par. 3). But to understand how this drug works, it is necessary to explain the physiology of erection in the normally functioning male. Under normal circumstances, sexual excitement results in the release of nitric oxide. Next, the nitric oxide will activate guanylate cyclase, an enzyme. The effect of this enzyme is an increase in the amount of cylic guanosine monophosphate. This increase produces the relaxation of the smooth muscle in the corpus cavernosum, in the penis. This relaxation is necessary to allow the inflow of blood, which is what causes an erection to occur. However, in a male with erectile dysfunction, phosphodiesterase type 5 is responsible for degradation of cylic guanosine monophosphate (FDA, par. 3). Thus, the smooth muscle is unable to relax to allow the inflow of blood. This results in the inability to gain and maintain and erection. Sildenafil works by inhibiting the phosphodiesterase type 5. As a result, there is no inhibition of the cylic guanine monophosphate. Thus the smooth muscle is able to relax and allow the inflow of blood necessary for erection (FDA, par. 4). Behavioral effects Thus by examining the mechanisms of action, the myth that Sildenafil causes sexual excitation or that the drug is an aphrodisiac, is dispelled. Rather, it is understood that the drug simply allows the natural response to sexual excitation to occur, rather than causing the excitation itself. Because of the drugs effects, the use of the drug is associated with some behavioral changes. Those who suffer from erectile dysfunction often have anxiety and lack on confidence in regards to sexual functioning. They may in fact avoid situation in which they may feel sexually inadequate. Obviously, this can result in a less than satisfactory sex-life. Because Sildenafil is able to provide normal sexual functioning for most of those who take it, it naturally follows that users can experience a renewal in their self-confidence and a decrease of their sexual anxieties regarding problems with erection, as they are able to maintain and enjoy a normal sex-life. [Note: none of the material in the preced ing paragraph was taken from another source.] Physiological Side Effects Like most drugs, Sildenafil does have side effects, but the side effects when they occur, are usually mild and temporary (FDA, par. 6). One of these side effects is a temporary change in blue/green color perception. This change in perception occurs because Sildenafil inhibits PDE6, which is involved in phototransduction in the retina (Sildenafil Citrate, par. 17). Also, Sildenafil causes a decrease in blood pressure, though the cause of this is unknown (Sildenafil Citrate, par.13); further common side effects include headache, flushing, and upset stomach (FDA, par. 6). Finally, it is recommended that those who take nitrates (such as nitroglycerin, often used for the treatment of angina) not take Sildenafil as it was shown to potentiate [increase] the

The Impact of New Media and Social Networking on Entertainment the Entertainment Industry

The Impact of New Media and Social Networking on Entertainment the Entertainment Industry On 14th of February, 2005, the entertainment industry entered a new era that would henceforth change its future. On that Valentine’s Day, Youtube.com was registered on whois.com. Six months later, the social site was launched and since then, it has continued to shape the interpersonal interaction between people in different parts of the world.Advertising We will write a custom essay sample on The Impact of New Media and Social Networking on Entertainment the Entertainment Industry specifically for you for only $16.05 $11/page Learn More From that time, many other social media sites have been launched in the market, in effect altering the experiences of consumers with regard to television, film, and music (Belloni 2012). Social media has significantly influenced the tastes and preferences of consumers in the world market. Most contemporary consumers base their consumption and spending behaviours on global conversations taking place over the internet an d such other social media (Schultz, Block Labrecque 2012). Furthermore, the activities of people on social network sites influence their decision making processes, as well as their behaviour. In this regard, studying the behaviour of consumers and underlying motivational factors can assist organisations in finding out how they can design their programs and corporate strategies (Andzulis, Panagopoulos Rapp 2012). The current essay is written against this backdrop. The major objective of the essay is to determine how social networking and new media have impacted the entertainment industry in general and the filmmaking industry in particular. A social networking service refers to an online site, platform, or service, whose main objective is to create social relations or social networks among different persons. The networking service targets individuals who share activities, interests, real-life connections, or backgrounds. The service takes into consideration, among others, the indiv idual’s personal profile and their social links in the society. Social networking services and platforms keep the members connected to each other. They give them the opportunity to keep in touch in real time over the worldwide web through, among others, instant messaging services (IM) and e-mails. The sites allow people to share their ideas, events, interests, and activities within the network.Advertising Looking for essay on communications media? Let's see if we can help you! Get your first paper with 15% OFF Learn More There are various social networking sites available today. The three most popular social networking sites are Facebook, Twitter, and Google Plus, all of which are based in the United States of America (Scott 2010). According to Belloni (2012), 47 per cent of all Americans are members of social networking sites. Some individuals are members of more than one networking site. For example, an individual may have an account with Facebook, and another account with Twitter. New media is a term used to describe on-demand content access. The consumer is able to access the content from anywhere and at anytime through the use of a digital device, such as a computer or a phone. The consumers can access the content through community formation, user feedback, and creative participation with such content (Scott 2010). Sago (2010) provides another definition of the term ‘new media’. The scholar is of the view that the concept can be used to refer to the creation of unregulated content. According to Sago (2010), new media technologies are expected to be digital, interactive, compressible, dense, and networkable. The user should also be able to manipulate such technologies. The various technologies include the internet, computer multimedia, websites, CD-ROMS, DVDs, and video games. Television programs, magazines, feature films, books, and paper-based publications do not constitute new media (Brogan 2010). According t o an exclusive poll conducted by the Penn Schoen Berland research firm, 88% of individuals regard such social networks as Twitter and Facebook as forms of entertainment (Godley 2012). In addition, the research highlighted that listening to music and social networking is the major form of Generation-C entertainment. Bruce, Foutz Kolsarici (2012) note that social media is like a connective tissue that helps consumers to connect with each other and share their opinions on different entertainment experiences. Moreover, 83 per cent of viewers connected to TV search the internet as they watch television programs, while 41 per cent tweet about what they are watching. Brogan (2010) is of the view that in its own capacity, social networking is an online reality show.Advertising We will write a custom essay sample on The Impact of New Media and Social Networking on Entertainment the Entertainment Industry specifically for you for only $16.05 $11/page Learn More Ther e has been a long controversy about the influence of digital media. However, it is clear that digital media has the ability to change the behaviour of a person. For instance, people who are tweeting about movies determine the behaviour of their Tweeter followers. That is why a third of all connected TV consumers go to a theatre to watch a movie after reading posts on social network sites (Manjoo 2011). Sago (2010) reported that horror movies and other genres targeted at young people are the largest beneficiaries of social networking publicity. For instance, 8 per cent of all the respondents included in the Penn Schoen Berland survey watched Paranormal Activity 3 after being influenced by online posts and conversations (Godley 2012). On the basis of findings made in psychological studies, the behaviour patterns associated with social commerce are determined by social proof or the fear of missing out (FOMO) (Sago 2010). Another interesting finding is how social networking tends to enh ance the entertainment experience in the theatre. Nowadays, almost all movie theatres have to plead with movie goers to avoid using mobile phones in the theatre as the movie goes on. There are two reasons for that: the sound distraction caused by ringing phones and the light distraction from the phones, which affects the darkened room (Lipsman, Mud, Rich Bruich 2012). A recent study has, however, found that social networking is prevalent during both home and theatre movie watching times (Jamar 2012). The study found that 56 per cent of people who go to the movies have sent a text during one or more movies. The study also reported that most of the people aged between 18 and 34 years believe that the use of social network in the theatre (as they watch a movie) enhances their experience in the movie theatre. Close to half of the persons interviewed pointed out that they would choose a theatre that allows web surfing and text messaging over those theatres that did not allow such activi ties. However, this behaviour is only observed among individuals aged between 18 and 34 years, but not among all consumers. The reason for this is because 75 per cent of individuals who were included in the Jamar (2012) reported that using mobile phones in the theatre distracts them. Furthermore, 21 per cent and 24 per cent of informants had posted on Twitter and Facebook, respectively, as they watched a movie in a theatre (Jamar 2012). Generation-C is often identified, falsely, as having a short concentration span. However, in most cases, they focus on many things at the same time, as long as these are things that fall under their list of interests. Individuals falling under the category of Generation-C are different.Advertising Looking for essay on communications media? Let's see if we can help you! Get your first paper with 15% OFF Learn More Instead of working so hard to debunk the values of this generation, there should be an understanding of the role of multitasking in enhancing their experience. Lica Tuta (2011) found that the two most popular activities during social networking are watching TV programs (66%) and watching TV movies (50%). Eleven per cent of the respondents noted that they network as they watch movies in the theatre. The question is what these people do on social networks as they watch programs and movies. Evans (2008) found that social networking is a give and take affair because 33 per cent of people on social networks post their own thoughts and opinions, while 67 per cent are either reading or listening and responding to what others are saying. Television marketers are currently striving to determine how they can use social media to woo viewers. According to Johnson (2011), serendipity contributes in getting viewers to tunes of some of the most important news that broke on social media before air ing on the television or newspapers include the killing of Osama bin Laden (Twitter), the death of Whitney Houston (Twitter), and the Egyptian uprising (Facebook). In addition to television programs and movies, the peer-to-peer influence seems to have invaded all the other major forms of entertainment. Musicians are benefitting from posting their music on social networks, especially YouTube. In a study conducted by Filice Young (2011), 70 per cent of the respondents pointed out that they listen to music depending on what their peers are posting on social networks. In this regard, the fans of a certain musician have the duty to popularise his or her music on social media. One way of doing that is by sharing what they are listening by blogging, Facebooking, tweeting, or posting their videos on YouTube. Andzulis et al. (2012) compared the advantages and disadvantages of the two most popular social network sites, Facebook and Twitter, to the entertainment industry. Out of all the respo ndents included in the study, 98 per cent of were on Facebook, while 56 per cent were on Twitter. egarding daily visits, nine out of ten informants visited their Facebook account each day, while half of the respondents visited their Twitter accounts on a daily basis. Andzulis et al. (2012) asked the respondents what or who they followed on Facebook and Twitter, and they gave varying responses. Andzulis et al. (2012) made a very interesting observation from their study. They concluded that Twitter is the main social media site that people use to connect with others, while Facebook is the one that people use to connect with shows, movies, and brands. It is important for marketers to keep track of these developments. For example, they should analyse the way people are creating communities and fandoms online (Andzulis et al. 2012). Based on the behaviour of all consumers engaged in social networking and news media, it is the role of marketers to determine how the sites impact on consump tion of goods and services. Clark Roberts (2010) found that social media is significant in determining how people watch movies and share their experiences. However, the choice to purchase a movie still largely depends on the traditional marketing strategies of firms. Previews and trailers are the main determinants of whether a person buys a movie or not. The consumers can watch trailers on YouTube, movie websites, TV, or at the theatre. The previews and trailers influence about 40 per cent of the consumers, while TV adverts and word of mouth influence 20 percent and 18 percent of the consumers, respectively. The influence of social media is placed at 9 per cent (Bruce et al. 2012). In conclusion, it is important to note that new media and social networking have a significant impact on the entertainment industry. In particular, the two influence how people are watching movies and programs on the television, as well as how they are listening to music. In addition, social media have e merged as important sources of breaking news. Marketers can take advantage of the influence the new media and social networking services has on consumers. For example, by using social media, marketers can gather information on what consumers want by sneak-previewing their public conversations. References Andzulis, J Panagopoulos, N Rapp, A 2012, A review of social media and implications for the sales process, Journal of Personal Selling Sales Management, vol. 32 no. 3, pp. 305-316. Belloni, M 2012, The social media poll, Hollywood Reporter, vol. 418 no. 9, pp. 64-66. Brogan, C 2010, Social media 101: tactics and tips to develop your business online, Wiley, New York. Bruce, N Foutz, N Kolsarici, C 2012, Dynamic effectiveness of advertising and word of mouth in sequential distribution of new products, Journal of Marketing Research (JMR), vol. 49 no. 4, pp. 469-486. Clark, L Roberts, S 2010, Employer’s use of social networking sites: a socially irresponsible practice, Journa l of Business Ethics, vol. 95 no. 4, pp. 507-525. Evans, D 2008, Social media marketing: an hour a day, Wiley, New York. Filice, M Young, S 2011, From mainstage to movies to media: sustaining the live and performing arts through artistic convergence and the Balaban and Katz philosophy of continuous performance, International Journal of Arts Management, vol. 14 no. 2, pp. 48-56. Godley, C 2012, THRs social media poll: how Facebook and Twitter impact the entertainment industry, https://www.hollywoodreporter.com/gallery/facebook-twitter-social-media-study-302273/1-social-media-as-entertainment. Goel, S Miesing, P Chandra, U 2010, The impact of illegal peer-to-peer file sharing on the media industry, California Management Review, vol. 52 no. 3, pp. 6-33. Hearing, G Ussery, B 2012, The times they are a changing the impact of technology and social media on the public workplace, Part I, Florida Bar Journal, vol. 86 no. 3, pp. 35-39. Hennig-Thurau, T Henning, V Sattler, H 2007, Consume r file sharing of motion pictures, Journal of Marketing, vol. 71 no. 4, pp. 1-18. Hettche, M Clayton, M 2012, Using social media to teach social media advertising: how to leverage student prior knowledge and word press blogs, Journal of Advertising Education, vol. 16 no. 1, pp. 45-55. Jamar, SD 2012, Copyright aspects of user-generated content in the internet social networking context, Journal of Internet Law, vol. 16 no. 5, pp. 3-13. Johnson, RL 2011, Corporate strategy and the social networking phenomena, Journal of Service Science (19414722), vol. 4 no. 2, pp. 1-10. Lica, L Tuta, M 2011, Predicting product performance with social media, Informatica Economica, vol. 15 no. 2, pp. 46-56. Lipsman, A Mud, G Rich, M Bruich, S 2012, The power of Like: how brands reach (and influence) fans through social-media marketing, Journal of Advertising Research, vol. 52 no. 1, pp. 40-52. Manjoo, F 2011, The great tech war of 2012, Fast Company, vol. 160, pp. 106-146. Sago, B 2010, The influenc e of social media message sources on millennial generation consumers, International Journal of Integrated Marketing Communications, vol. 2 no. 2, pp. 7-18. Schultz, D Block, M Labrecque, L 2012, Consumer retailer preference and facebook: friends or foes?, International Journal of Integrated Marketing Communications, vol. 4 no. 1, pp. 7-18. Scott, D 2010, The new rules of marketing and PR : how to use social media, blogs, news releases, online video, viral marketing to reach buyers directly, John Wiley Sons, London.

Use of Landmarks in Skull of Dog (Canis familiaris) for Article

Use of Landmarks in Skull of Dog (Canis familiaris) for Neuronavigation - Article Example The technique is quite common with human patients undergoing intricate neurosurgery but this paper investigates how it may be utilised in canid ones, specifically dogs (Canis familiaris). Image-guided neuronavigation functions on the basis of stereotaxy. The brain is conceived as a geometric entity that can be trisected by three spatial planes orthogonal to each other. These planes are the horizontal, frontal and sagittal ones based on the Cartesian co-ordinate system (Ganslandt, O., et al, 2002). Precise surgical guidance is available by referencing objects within this three-dimensional system in the brain with three-dimensional images aligned along parallel co-ordinate axes displayed on the console of a computer-workstation providing the surgeon with point-to-point imagery of the actual locations in the brain. This allows maximum accuracy of operation (Ganslandt, O., et al, 2002). This spatial accuracy afforded by functional imaging systems such as, primarily, magnetoencephalography (MEG), functional magnetic resonance imaging (fMRI) and positron emission tomography (PET), when incorporated within the neuronavigation process, allows precise surgery near eloquent are as of the brain with minimum morbidity (Ganslandt, O., et al, 2002).... Attempts to apply congruency in both morphological and behavioural characteristics of the domestic dog (Canis familiaris) immediately runs in several problems because there are innumerable breeds all over the world and the variety is so diverse that it is bewildering. Nevertheless, it is generally agreed that the domestic breed diverged from gray wolves (Canis lupus) 3,25,000 to 1 million years ago. The domestic dog is a very close relative of the wild gray wolf with only about 0.2% divergence in mitochrondrial DNA sequence (Jordana, J., et al, 1999). It is also acknowledged that the gray wolf is a breed that is found both in the New World and the Old and dogs probably originated from the Old World breed and crossed over with humans to the New World to form the special breeds found there today (Olori, J., 2005). This is even though the fond belief of dog-breeders in the New World is that their breeds are exclusively diverged from gray wolves there. At least, the early dog breeds in t he New World were so while more recent breeds may have been bred down from the northern gray wolves that are large-bodied (Jordana, J., et al, 1999). There is also evidence to suggest that there are four distinct lineages that descended independently from gray wolves. Each lineage is called a clade (Olori, J., 2005). The comparative study conducted on 25 different breeds from different parts of the world on the morphological, though Canis familiaris is probably the most morphologically diverse species on earth, and behavioural traits of the domestic dog revealed that morphological data was more congruent than behavioural ones (Jordana, J., et al, 1999). In the context of the purpose of the paper it was found that the cranial profile varied from medium to large to small dogs in