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New Orleans and Swing

Student Name: Xu Jingxuan (Chelsea)

WR120

Prof. Dr. OllerPaper 2 Draft 2

March 16, 2021

New Orleans and Swing

Jazz historians normally characterize Swing Jazz as a less authentic and innovative musical style in comparison to the New Orleans jazz music, from which it was derived, and less authentic than the Bebop Jazz that came after it. However, looking at Swing Jazz from this perspective denies the influence of this style of music in the popularization of Jazz (Szwed). Swing Jazz emerged in the 1930s, which is synonymous with the period that Jazz became a popular music genre. In terms of being less authentic than both the New Orleans Jazz and Bebop, there is the need to assess the significance of this genre of music based on the period when it emerged, which was between the Great Depression and World War II (Szwed). This means that a majority of the people who danced to this music at that time or bought these records, were less interested in music continuity, over having a good time given the hardships that they were experiencing in their lives (Gioia). The authenticity and innovativeness of the New Orleans Jazz music were meant to influence and improve the creativity levels of the Jazz artists, while Swing Jazz was developed to popularize New Orleans jazz musical style.

The difference between New Orleans Jazz and Swing Jazz was best summarized by Gertrude Stein’s remark when she stated, “You do something first, then someone else comes along and does it prettier (Schuller).” The New Orleans jazz emerged in the early 20th century whereby small bands of primarily five-to-seven players performed in a style, which would later be referred to as the New Orleans style. The name of this genre of music was influenced by the place from which this style of music first began to be played. Today, it is mainly referred to as the Dixieland (Borgo and Bindas 1584). From the onset of this genre of music, it seemed that this form of music was developed by music composers and artists as a way to play music for themselves, and in a way to develop a style of music that was different from the one that was used for standard dance, marching bands, or any other form of popular music that was popular at that time. The motivation that contributed to the formulation of this form of music was that the popular, and commercial music that was frequently played at that time was highly repetitive, and they did not offer any form of challenge to the musicians at that time (Burns). It can be deduced that the lack of challenge, and playing repetitive notes would have had a negative impact on their overall creativity (Gioia). The musicians needed a style of music, which would inspire them to come up, and play new notes, without the need of focusing on the reception of the audience.

The New Orleans Jazz contributed to the improvisation of music and the development of better music. However, an important point to note is that, for these improvisations to work, there was the need for a band to be comprised of a band of musicians that complemented the skills of the group members (Gioia). For instance, some of the best composers of this form of Jazz were Miles Davis and John Coltrane who was particularly brilliant in their quartets and quintets that eventually became the appropriate models of group interplay. Others such as Wynton Marsalis demonstrated the democracy of the New Orleans style of music as it helped the music artists to become participatory, have a sense of inclusion, challenge them, bring a sense of competitiveness and companionship in music creation and development. However, given the benefits of this form of music, it did not resonate highly with a majority of the African Americans, or the minority groups (Burns). To put it into perspective, New Orleans jazz was not considered part of folk music, despite the humble beginnings of this form of music. The reason for this is that it was considered to be too professional, and highly sophisticated for the minority audience.

Jazz was propelled from a highly sophisticated genre to a commercialized, or popular form of music with the emergence of the Swing Jazz genre. This form of music comprised of 12-to-15 piece bands, which usually had a male and a female vocalist. The new genre of music was built around the use of high rhythmic riffs and a ‘call and response,’ during the different sections of the performance (Gioia). An important point to note was that, in the rhythmic sessions, various musical instruments were utilized such as piano, drums, guitar, and bass, and they contributed to the maintenance or attainment of a swinging dance beat that the audience could swing and dance to (Borgo and Bindas 1584). There was also the use of trumpets, woodwinds, trombones, and vocals that were meant to provide an emotional aspect to the music. This form of music was played in front of a large audience in either complex arrangements, or large orchestras. It is worth noting that, the performance by the Swing musicians contributed to reducing the distinction between popular music, and what was determined as being ‘classical.’

A majority of the most popular Swing musicians were African Americans such as Fletcher Henderson, Jimmy Lunceford, and Duke Ellington. Their unique styles were a combination of the New Orleans jazz, and dance music, which was popular in the urban American set-up and especially in the African American jazz clubs that were situated in Harlem, New York City, and Kansas City (ELLIS 707). Duke Ellington is regarded to have christened this new style of music as ‘swing,’ through his hit single, ‘It Don’t Mean a Thing If It Ain’t Got That Swing.’ Another artist who contributed immensely to the popularity of this genre of music was Benny Goodman, who is regarded to have catapulted this form of music to the popular mainstream. He achieved this by recruiting exceptional musical artists such as Gene Krupa, Lionel Hampton, Peggy Lee, and Styan Getz into his band. An important point to note is that, although Goodman was a white bandleader, his decision to incorporate black musicians in his band, contributed to the integration of the music industry.

Between the Great Depression and before the onset of World War II, Swing Jazz emerged as the most pervasive and popular musical genre. Swing music contributed to a great deal in terms of helping re-build the world during, and after World War II. Swing music was revolutionary in terms of providing activists with a platform where they could raise their issues on different social issues that plagued America such as racial and gender inequality (Burns). As Swing bands became particularly popular in the 1940s, it created a national space for African American musicians and female musicians to perform in the public. World War II provided women with the opportunity to perform their music in public spaces in front of large audiences (ELLIS 707). The International Sweethearts of Rhythm was one such band that comprised of an all-girl band that toured and performed throughout the United States as a majority of male singers were serving in the military. The women during these tours proved that they could play different instruments with the same valor and intensity as men. They could perform using trumpets, saxophones, and drums.

In conclusion, as has been seen in this paper, although Swing Jazz emerged from New Orleans jazz, these genres of music were formed for different purposes. On one hand, the New Orleans Jazz was conceptualized by musicians who were seemingly tired of listening and playing the same type of music that was repetitive in terms of the keys that they had to play. These musicians needed some form of challenge, which was realized through the formulation of this new style that came to be known as the New Orleans style as this was the region from which it originated from. On the other hand, Swing Jazz emerged from a combination of the New Orleans jazz concept and popular, or commercial music in the country. The music was rhythmic and became popular during the 1930s, a time, which was signified by different struggles in the country such as the Great Depression, and World War II. While the New Orleans jazz failed to capture or become popular among the African Americans, or the minority groups, Swing Jazz attained that aspect of popularity. It was regularly played in Kansas City and Harlem, New York City, which were mainly frequented by people of different races and social classes. Swing Jazz also contributed to the integration of music in terms of race. The New Orleans Jazz was developed to influence an aspect of creativity and innovation in music composition. On the other hand, Swing Jazz was developed as feel-good music during an oppressive period, and which incorporated the New Orleans Jazz, which can be considered as classical, and popular music to create rhythmic music that people could dance to, and enjoy themselves.

Works Cited

Borgo, D. G., and K. J. Bindas. “Swing, That Modern Sound.” Journal of American History, vol. 89, no. 4, 2003, p. 1584, doi:10.2307/3092658.

Burns, K. “Watch jazz.” Jazz | A Film by Ken Burns | PBS, 11 Feb. 2020, www.pbs.org/kenburns/jazz/.

ELLIS, M. C. “An analysis of “Swing” Subdivision and asynchronization in three jazz saxophonists.” Perceptual and Motor Skills, vol. 73, no. 7, 1991, p. 707, doi:10.2466/pms.73.7.707-713.

Gioia, T. The History of Jazz. Oxford University Press, 1998.

Schuller, G. The swing era: The development of jazz, 1930-1945. History of Jazz, 1989.

Szwed, J. Jazz 101: A complete guide to learning and loving jazz. Hyperion, 2000.

Physician assistants (PAs) play a crucial role in the healthcare industry. (2)

Physician assistants (PAs) play a crucial role in the healthcare industry. They help patients access quality medical care and provide direct care to all patients. Healthcare facilities across the country continuously rely on PAs to provide primary health care to patients and fully engage them in the process of their recovery. In a medical setting, primary care involves patient education, health promotion, health maintenance, disease prevention, and diagnosis and treatment of illnesses. I am passionate about patient education, and it is one of my motivations for becoming a physician assistant. One of my family members was diagnosed with Diabetes Mellitus growing up. At the time, none of us fully understood this illness, and the medical professionals involved did not educate us on what to do. As a result, our ability to manage this condition was heavily hampered. As an intern and volunteer in various health facilities, I repeatedly noticed that most patients and their families did not understand the diagnosis they were given, and it affected their ability to manage different health conditions and pursue health and wellness. For instance, while working at Empire City Laboratory, I met a patient with kidney failure due to diabetes complications. As I interacted with the patient, I quickly realized that he lacked information about his condition and was therefore not aware of the complications that could arise if he did not follow his doctor’s advice. I provided him with information about his condition and educated him on ways he could better manage his health. The patient was able to maintain his health as he avoided various health complications.

Another motivation for becoming a physician assistant is health promotion. Health promotion involves the introduction of interventions that enable people to take control of their health. One way physician assistants promote health is by creating an environment that promotes health and healing. As PAs constantly interact with patients, they must create environments that prioritize the patient’s well-being and health. Addressing the patient’s concerns creates a healing environment and promotes health. While working at the New York-Presbyterian Methodist hospital, I often shadowed various specialties as they checked on their patients’ progress. During one of these rounds, a patient that had just emerged from surgery expressed concerns that the pain he felt was an indicator that the surgery had not completely gotten rid of his problem. In response, the physician assistant I was shadowing that day listened to all the patient’s concerns, tried to understand how the patient was feeling, and in a calm voice, explained to the patient that the pain he was experiencing was due to the surgery itself. The way the PA handled this tense situation further proved that PAs significantly impact patients’ experiences, further motivating me to become a PA that positively impacts my patient’s experiences.

Personal experience has also motivated me to become a PA. I grew up in a low-income family and we could not afford proper medical care. As I had highlighted above, one of my family members was diagnosed with Diabetes Mellitus. Due to the high medical fees needed, we could not provide him with the care he needed, and his condition got worse. Other than access to medical care, we could not afford the drugs he needed. Moreover, the little we had was spent on his health, a factor that further strained our already limited resources. Over time, PAs have gained experience working with underprivileged communities without medical insurance. PAs can educate their patients on alternative medical coverage options that ensure all people, regardless of their economic status, can access quality healthcare. Given my low-income background, I hope to use the position of a PA to equip my patients with information on alternative medical coverage that can help meet their financial needs. It will help relieve these patients and families from financial constraints and will also serve to promote well-being, health maintenance, and disease treatment.

Lastly, I believe that my skills align with the skills needed in a PA. I have strong communication and interpersonal skills, traits necessary to become a successful PA. As physician assistants constantly interact with their patients, it is important that they effectively communicate and listen to their patients’ concerns. The time I have spent working and volunteering in various health facilities has provided me with first-hand experience on how I can navigate challenging and stressful situations. Patients deal with complex health problems that affect their emotional, mental, and physical well-being. As they are prone to outbursts, PAs must remain calm in these stressful situations and offer the patients compassion and understanding. I am detail-oriented, a quality necessary in PAs as they need to accurately note down patients’ conditions and prescribe the correct dosage. I am also a team player and can work with minimal supervision. It takes a team of medics to care for a patient; therefore, the ability to work with other health professionals can ensure that patients receive optimal care. While one needs to be a team player, it is also necessary that PAs work independently with minimal supervision. PAs and doctors cannot be side by side all the time. Therefore, as PAs need to carry out various duties, it is important that they carry out these duties with minimal supervision.

Good health is key to the well-being and prosperity of individuals and communities. As a PA, I hope to contribute to the healthcare and well-being of my patients and society at large. I am committed to promoting affordable healthcare, as I will ensure all my patients can access quality medical care regardless of their economic background. I believe that I possess the qualities and skills needed to become a great PA. Granted this opportunity, I will ensure that I can help as many people as possible receive quality healthcare.

Kelloggs Brand- Nutri-Grain Snack

Student Name: Sanyi Shi

Student No: 13475746

Tutorial Enrolled

Kelloggs Brand- Nutri-Grain Snack

Kellog’s Nutri-Grain Print Advert

(“Just Chew it: Nutri-Grain • Crikey,” 2020)

Kellogs Nutri-Grain’s Snack Advert

Campaign Brief Description

Kellogg’s company is a multinational food manufacturing company having chains of stores in 180 countries. In 2019, the company held a campaign for Nutri-Grain’s snack, using the iron man series slogan to attract its potential consumers (“Just Chew it: Nutri-Grain • Crikey,” 2020). The campaign used sports stars to advertise the product, while targeting kids, to emphasize on the Nutri Grain’s ability to tell boys that eating the snack would enable them to become men. The advert was conducted through TV and print media promoted as ‘iron man food’ because it had energy cereal that provides a healthy body hence vibrant life. In the print advert, the title read ‘Raising iron men,’ involved a story of a gold coast mum raising healthy boys. The print media is clear with pictures of the boys and their mother undertaking swimming activities (Appendix 1). Also, at the bottom right of the print media, a picture of the product was placed with the words ‘Kellogg’s Nutri-Grain, which confirms the product advertised.

Category Positioning and Involvement by Motivation Grid

Positioning is the act of designing a company’s offering and image to change the perception of the target population and occupy a special place in the target market’s mind (Charles & Frankwick, 2015). The company positioning strategy involve product attributes and benefits and its use and application. The product has high energy, with a third sugar and low fibre hence enhances the growth of its target population. According to the market, partitioning identifies attributes that explain the grouping of the members of a consumer group to compete with directly identifies the characteristics (Péli & Nooteboom, 1999). For the print ad, the company has identified the features that suit the target market, such as having sugar and low in fibre, to facilitating the growth of boys to men. However, the advert fails to describe how the features lead to solving the problem.

Target Customers

Kellogg brand advert targeted young boys who should grow through the consumption of B12 vitamins, which contribute to reduced tiredness and fatigue. The young boys targeted are vibrant and engage in lots of activities that need to be regulated through reduced fatigue and an increase in energy. Therefore, the product feature is appropriate for children engaging in a lot of activities, which in this advert are considered to be boys. However, from the characteristics of the snack bar, no feature makes it specifically for boys; hence it limits its target population. The print media should involve both young genders to perform the stated function of enhancing growth. Based on the Marcoms strategy, the market objective of Kellogg’s company is to make sales to young boys who need the energy to perform youthful activities.

Marketing Communications Strategy and objectives.

The campaign objective is to increase awareness of the product among the youth to make more sales. The communications strategy used in print media was appropriate for parents of the targeted population to get knowledge of the products positioned as highly nutritious and energizing. The print media was complemented with TV advert and social media strategies, hence reaching a large population. Children and parents are prone to watching TV, which forms a considerable part of the targeted community for the company. According to Harris & Bargh (2009), parent-child communication about the unhealthy messages in food advertising highly occurs in choosing healthy products.

The advertisement is short and provides information about the product through the story given by the parent of her boys. Also, the information on the product constituents and focusing on the health benefits that the consumers would get encourages the target population to purchase the product. The pictures used in the print media directly connect to the information communicated to the target audience, hence meeting the expected objectives. The environment used in the advert shows a boy in a swimming costume who seems to be running. Snow can be seen in the background hence showing involvement in vigorous activity such as snow skating or boarding. The high energy required for such activities shows the need for snack bars, which is an energy provider.

Creative Strategy and tactics

Involvement in lots of activities drains one’s energy, preventing participation in fun activities for young boys. Kellogg’s company’s use of energetic individuals indulging in vigorous activities creates an encouraging environment that motivates the target audience to consume the product. Also, using a story from a happy consumer is a good strategy to convince the target population of the effectiveness of the product.

Conclusion

The integration of TV and print media for products targeting children is significant because children are mostly attracted to TV adverts. On the other hand, the print media provide information for parents on products that are advantageous to their children. Therefore the marketing strategies used by the company are useful in providing information for both groups. However, the product does not have unique ingredients that are special for the male gender; hence advertisements to both gender would help increase the sales of the company.

References

Charles, L., & Frankwick, G. (2015). Effect of market positioning on market orientation, innovation types, and firm performance linkage. European Journal Of Business Management, 7(23). Retrieved 1 September 2020, from.

Harris, J., & Bargh, J. (2009). Television Viewing and Unhealthy Diet: Implications for Children and Media Interventions. Health Communication, 24(7), 660-673. https://doi.org/10.1080/10410230903242267Just Chew it: Nutri-Grain • Crikey. Crikey. (2020). Retrieved 1 September 2020, from https://www.crikey.com.au/just-chew-it-nutri-grain/.

Péli, G., & Nooteboom, B. (1999). Market Partitioning and the Geometry of the Resource Space. American Journal Of Sociology, 104(4), 1132-53. https://doi.org/10.1086/210138