The Reinforcement of Hegemonic Ideologies Gender and...

The Reinforcement of Hegemonic Ideologies Gender and Sexuality Stereotypes Within Cosmopolitan Magazine Advertisements Rebecca Mastine Understanding Popular Culture Tim MacNeil December 15, 2010 Magazines have implicitly and explicitly been influencing humans for decades. They are continually more involved in the media, however the market is highly competitive. It is extremely important for magazines to maintain the readers’ interest and loyalty therefore they must excel in its appearance and content. Helen Brown created the Cosmopolitan magazine in 1965. It holds a spot as one of the most successful women’s magazines of all time, and proceeds to be the number one selling monthly magazine. (Ouellette, 360, 2005).†¦show more content†¦279). Hasinoff reveals the sociobiological discourses in Cosmopolitan â€Å"stress the work, planning and consumer goods it takes to perform femininity by presenting these laborious techniques as strictly adhering to a biological pre-determined set of natural and ultimately unchangeable rules of gender† (Hasinoff, 280, 2009). Additionally, its’ sociobiological discourses insist on a self-help rhetoric t hat encourages women to solve their own problems but at the same time stresses the fact that Cosmopolitan can tell them how (Hasinoff, 280, 2009). Few researchers have explored sexuality in advertising across multiple countries or the factors that may contribute to its’ content. Michelle Nelson and Hye-Jin Paek examine the degrees of sexuality in advertising within Cosmopolitan across seven countries (Brazil, China, France, India, South Korea, Thailand and the U.S). Nelson and Paek’s study discloses, â€Å"even within a transnational Western magazine, degrees of sexuality differ† (2005, p. 371). More specifically their research showed that cultural values and political/economic systems are related to degrees of sexuality presented in advertisement and the â€Å"presence of Western (nondomestic) models, sexual freedom values, and a less authoritarian political cultureShow MoreRelatedOne Significant Change That Has Occurred in the World Between 1900 and 2005. Explain the Impact This Change Has Made on Our Lives and Why It Is an Important Change.163893 Words   |  656 Pagesepidemics. In no previous epoch of history was war so vilified and peace so consciously pursued through the establishment of international organizations and diplomatic exchanges. Despite these endeavors, the levels of domestic and international violence within human populations and the ravages visited upon animals and the natural world by humans vastly exceeded that of any previous era in history. In a century where human communities globally and individuals locally had the potential to be much more

Guidelines For Classification Of Water Hardness Essay

Water is measured in milligrams per liter or parts per million. In Table 1, the guidelines for classification of water hardness can be found. This table shows the different amounts of CaCO3, calcium carbonate, in mg/L that cause water to be soft too hard. Hardness in mg/L CaCO3 Degree of Hardness 0 – 30 Very soft 31 – 60 Soft 61 – 120 Moderately soft/ moderately hard 121 – 180 Hard 180 Very hard Table 1.4 General guidelines for classification of water hardness Two methods that are utilized in measuring the hardness of water are EDTA and AA. The EDTA, ethylene diamine tetraacetic acid, method contains 3 steps. First, preparation of a standard Ca2+ solution is needed. Second, standardization of EDTA with a standard calcium solution has to occur. The final step is an analysis of an unknown Ca2+ sample with the standardized EDTA solution (Community College of Rhode Island). During the lab, a NH3/NH4 buffer was added to the sample water to make the solution basic, a pH of around 10. EBT, eriochrome black T, was then added to this solution. The solution turned blue when EBT was added. If magnesium were present in the water, the solution would turn red. Then, EDTA, which has a known concentration, was added the red solution. The EDTA reacts with the calcium that is present in the solution bringing the solution back to its clear color. After it reacted with calcium, it will react with the magnesium turning the solution to blue. Overall, magnesium has to beShow MoreRelatedDetermination of Hardness of Water1455 Words   |  6 Pages Water â€Å"hardness† was analyzed in this experiment, through the determination of CaCO3 concentration. This was achieved by the titration of an unknown solution using a standardized 0.1M EDTA, and addition of Eriochrome Black T to the unknown, to indicate the endpoint of the titration. The average concentration of CaCO3 obtained was 1034 ppm, with a standard deviation of 2.4495. 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Promoting Sexual Health Free Essays

INTRODUCTION Over the last 25 years sexual health has become one of the most important areas of health care across the world a global pandemic of HIV, the rapid worldwide spread of other sexually transmitted infections and an increasing awareness of sexual health issues by the public globally have all increased enormously the needs of those dealing with sexual health problems to have access to information on theory and practice that can help them adverse the diversity of issues they now face Miller and Green (2002). According to WHO Sexual health is a state of complete physical, emotional, mental and social well-being related to sexuality; it is not merely the absence of disease, dysfunction or infirmity. Sexual health requires a positive and respectful approach to sexuality and sexual relationships, as well as the possibility of having pleasurable and safe sexual experiences, free of coercion, discrimination and violence. We will write a custom essay sample on Promoting Sexual Health or any similar topic only for you Order Now For sexual health to be attained and maintained, the sexual rights of all persons must be respected, protected and fulfilled WHO (2002). This essay focuses to describe about sexual health, importance of sexual health promotion in teenagers, different levels of interventions, sexual health policies, theories and different sexual health strategies. AIM OF THIS ESSAY According to formally family planning association sexual health defined as the capacity and freedom to enjoy and express sexuality without fear of exploitation, repression physical and emotional harm FPA (2007). Rising STI rates and increasing termination rates DH (2008) indicate there is now a real need to address both issues through progressive work in sexual health care. Indeed, the HPA (2008) highlighted a clear need for people to be aware of how they can protect themselves from unplanned pregnancy and STIs, and the importance of sexual health promotion. The essay will begin with a brief overview of sexual health promotion in young men and women in UK. The UK has the worst sexual health record in Western Europe while the teenage pregnancy rates and sexually transmitted infections including HIV and sexual violence are increasing. So the importance of sexual health promotion is increasing within young men and women. The aim of this essay is to highlights the need to reduce sexually transmitted infections among teenagers both girls and boys DH (2010) .young people reflects concerns about unintended teenage pregnancies and sexually transmitted infections .Researches are showing that how being young influences sexual behaviours exploring issues including teenage negotiation of contraception and the influence of gender and peer norms both UK and internationally ( Widdice et al. 2006).High rates of sexually transmitted continue to be reported in UK,especially among young people, men who have sex with men and some ethnic minority populatio ns these groups remain at greatest risk infection Miles (2006). I choose the group teenagers (young men and young women) with the age group of 14 to 24for this essay. I selected the teenagers for this assignment because now the rate of teenage pregnancies, sexually transmitted infections, HIV and sexual violence is increasing in UK. IMPORTANCE OF SEXUAL HEALTH PROMOTION The Importance of sexual health promotion in teenagers is to reduce teenage pregnancies and sexually transmitted infections. Health care providers play a valuable role in educating their patients, and accuracy and completeness of information are the accepted standards in medicine Santelli (2008) Clinicians are held to professional standards involving medical and public health ethics, and are guided by professional health organizations. Guidelines in preventive medicine for HIV, other STIs and unintended pregnancy support the delivery of needed services, including counselling on condom and contraceptive use. Although recognition of evidence-based medicine has been increasing, wide variation exists in medical practices; often, the provider’s judgment is a component in determining patient care. Make awareness about the supportive clinics and provide counselling to the teenagers parents as well AMA (2009). Sexuality is an important part of one’s health and, quality of life and general well being. Sexuality is an integral part of the total person, affecting the way each individual from birth to death to every single person. A healthy sense of sexuality can provide numerous benefits including a link with the future through procreation, a means of pleasure and physical release, a sense of connection with others and a contribution of self identity Norbun and Rosenfeld (2004). A teenager may go through many physical, mental, emotional, and social changes. The biggest change is puberty that means becoming sexually mature. It usually happens between ages 10 and 14 for girls and ages 12 and 16 for boys. As their body changes, the teenagers may have questions about sex and sexual health. During this time, they start to develop their own unique personality and opinions. Some changes that they might notice including, increased independence from their parents, more concerns about body image and clothes, more influence from peers, Greater ability to sense right and wrong. All of these changes can sometimes seem overwhelming Medline plus (2011). LEGAL ISSUES OF SEXUAL HEALTH PROMOTION In the past there has been a confused legal response to creating a balance between protecting vulnerable members of society, and giving people the right to access support for sexual health problems. The legal structure in the UK divides into civil law and criminal law. Legislation can place boundaries on the extent to which health care workers may become involved in promoting the sexual health of an individual. The introduction of the Human Rights Act (2000) has an impact on the rights of the individual and the provision of health care. Criminal law governs people’s sexual behaviour by making some activities unlawful. The purpose of the legislation is to prohibit certain sexual activities and prevent exploitation .To provide young people with the knowledge, skills and confidence to resist any pressure to have inappropriate, early or unwanted sexual relationships and to manage their sexual health .To use discussion about sex and relationships to help young people develop thei r self-esteem and self-awareness. .To allow young people space to explore their values and attitudes .To encourage young people to make informed decisions about their behaviour, personal relationships and sexual health .To use discussion about sex and relationships to help young people develop their self-esteem and self-awareness Mellor and Williams (2005). SEXUAL HEALTH PROMOTION THEORIES This implies that whether an individual puts protection that is contraception and condoms) into practice depends on the susceptibility to pregnancy or STI infection, severity of that occurrence, the result of implementation of self protection, and the barriers to implementation (Abraham and Sheeran 2005) The motivation theory is a more complex model that contains lots of components such as perceptions of severity, response costs, vulnerability, pleasure and social approval. It also includes belief that the suggested behaviour will reduce the threat and self-efficacy. Self-efficacy is a person’s belief that they can be successful in carrying out the suggested behaviour (Norman et al. 2005) The theory of planned behaviour is a complex theory. An individual’s perceived behavioural control is the expectation that behaviour is within their control, and therefore is linked to efficacy and autonomy. Within perceived behavioural control lie several factors, including information and skill (Conner and Norman 2005). Social cognition theory focuses on individual motivation and action based on three types of expectancy. These are the situation outcome, action outcome and perceived self-efficacy. The theories are complex and therefore need further study before putting them into practice NICE (2007) recommended that trained in sexual health care professionals put the theories into practice in one-to-one structured discussions with clients. SEXUAL HEALTH STRATEGIES Increase the contribution of youth mothers in education, guidance or work to decrease the danger of long term social elimination. The national strategy for sexual health and HIV accepted that the consequences of poor sexual health can be severe leading to amongst other outcomes unwanted pregnancy and termination. The strategy has established a number of key indicators including to increase access to sexual health services, including contraception, particularly to young people. To increase the percentage of young people aged 15-24 accepting screening for Chlamydia. To provide access to Genito-Urinary Medicine clinics within 48 hours DH (2001) .The legal age for young people to consent to have sex is still 16, whether they are straight, gay or bisexual. The aim of sexual offences act 2003 is to protect the rights and interests of young people, and make it easier to prosecute people who pressure or force others into having sex they don’t want. Although the age of consent remains at 16, the law is not intended to prosecute mutually agreed teenage sexual activity between two young people of a similar age, unless it involves abuse or exploitation. Young people, including those under 13 will continue to have the right to confidential advice on contraception, condoms, pregnancy and abortion Mellor and Williams (2005). To remove the main barriers of sexual health care is to provide health education and that teaches about the sexual health care and care giving clinics. studies show that training in the area of human sexuality and taking sexual histories increases comfort and with addressing sexual health Nussbaum and Rosenfeld (2004).Sex education is offered in many schools, but don’t count on classroom instruction alone. Sex education needs to happen at home, too. Sex education basics may be covered in health class, but the teenagers might not hear or understand everything he or she needs to know to make tough choices about sex. Awkward as it may be, sex education is a parent’s responsibility. By reinforcing and supplementing what the teen learns in school, teachers can set the stage for a lifetime of healthy sexuality. Various factors peer pressure, curiosity and loneliness, to name a few steer some teenagers into early sexual activity. But there’s no rush. Sex is an adult beh aviour. In the meantime, there are many other ways to express affection intimate talks, long walks, holding hands, listening to music, dancing, kissing, touching and hugging. If you’re teen becomes sexually active — whether you think he or she is ready or not it may be more important than ever to keep the conversation going. State your feelings openly and honestly. Remind the teenagers that you expect him or her to take sex and the associated responsibilities seriously. Stress the importance of safe sex, and make sure your teen understands how to get and use contraception. You might talk about keeping a sexual relationship exclusive, not only as a matter of trust and respect but also to reduce the risk of sexually transmitted infections. Also set and enforce reasonable boundaries, such as curfews and rules about visits from friends of the opposite sex.Teenager’s doctor can help, too. A routine check-up can give teen the opportunity to address sexual activity and other behaviours in a supportive, confidential atmosphere — as well as learn about contraception and safe sex. For girls, the doctor may also stress the importance of routine human papilloma virus (HPV) vaccination to help prevent genital warts and cervical cancer MFMER (2009). Now we are failing young people in their sexual health needs, given an increasing trend in sexually transmitted infections and unplanned teenage pregnancies .significant changes can achieve by numerous endeavours including, equipping young people with the right knowledge, reaching their aspects of themselves which hold significant value in their present day lives to get focus and attention, providing solid basement of self esteem and self preservations in the first place. This must be delivered by open minded, unbiased and non judgemental professionals in a relaxed and friendly atmosphere.HPA (2008). A number of government education initiatives over the last 10 years including the healthy schools status programme. The aim of this curriculum is to support the young people as individual and to improve their concept about sexual health in society. But in some schools trained staff refused to implement this strategies and this act as a barrier of communication with young people DH (2005) sexual relationship education in school by trained confident and up to date professionals, employing straight forward language can make an awareness of pupils existing knowledge Ingham et al (2009).young people’s sexual health clinics are available and confidentiality of service is very important. Condom distribution services are also available locally for young people. Now the sexual health campaigns for teenagers are changed from use of condoms and condom essential campaigns to a new campaign. It aims to improve the knowledge and encourage open communication about relationships among young people, their parents and professionals DH and DCSF (2009). .the UK is still predominantly a patriarchal society. Gender imbalance can create a negative imbalance in our society. It has a reverse role when it comes to a sexual health provision. Young people’s contraceptive clinics habitually target young females. This stems from a political system desiring to protect itself from the negative consequences of un planned pregnancies ,neglecting young male services to the determent of their sexual health and well being Evans(2008).teenage pregnancy is increasing in UK among highest in Europe by year by year. There are two goals, to decrease teenage conceptions among under18 and get more teenagers parents for education, training and employment to reduce the risk. These goals were accomplished through government media voluntary and private sectors to change young peoples to sexual behaviour DCSF (2010).Health promotion programmes should be adaptable and innovative and offering different methods for feelings and expressions,and opportunities to help build self esteem. There are various economic and social influences contribute hopelessness in young people .young people are trying to express their individuality and find their position in the world Cater and Coleman (2006).According to Department of Health(2009)risk assessment is carried out by three tyre approach they are primary ,secondary and tertiary approach. In primary ,risk to teenagers that means unwanted pregnancy, sexually transmitted infections including HIV ,secondary risk is undiagnosed and un Symptomatic sexually transmitted infections, infertility and pelvic inflammatory infections etc Territory risk is known as collateral risk to another chronic illness like exacerbation to DM depression or leukaemia .these three approaches allows for effective evaluation of both sexual and holistic consequences of risk taking behaviour among young men and women. Another example of health promotion planning support is the effective sexual health promotion tool kit. It provides supportive toolkit for the professionals working with young people on sexual health promotion including practical tips for building self esteem and effective health promotion delivery DH (2002). Dating violence is a serious problem among adolescents and young adults. Understanding teens’ reaction to dating violence offer the potential to understand the factors that lead to perpetration of violent behaviour and to elucidate prevention strategies Dating violence, that is, violence between non-cohabitating, but courting individuals includes physical abuse, psychological abuse, and sexual abuse and has been recognized as an international and national public health problem of major proportion A great deal of current research indicates that dating violence is a serious problem among adolescents and young adults today Reyburn(2007). Using contraception also reduces the chance of pregnancy, but the type of contraception matters, and some methods are typically more effective than others. This essential fact is the key element of the analyses reported by the research team. The investigators guess how an enormous deal of the decrease in teen pregnancy rates might be credited to better contraception by probing shifts in the types of method used at last sex combined with the typical failure rates of these methods. How shifts in contraceptive use might give to declines in pregnancy rates have not been used beforehand improves on previous attempts to estimate the behaviours fundamental changing pregnancy rates. While more teenagers are doing the right thing adults continue to debate whether the reduction in accidental pregnancies is the result of efforts to encourage abstinence or to promote improved contraceptive protection. The analyses offered here cannot distinguish the factors and motives behind reductions in sexua l risk taking among teenagers SAM (2004). The counselling with young people for their sexual health problems, and the importance of sexual health promotion will also help tanagers to get a positive approach to the area of sexual health (Lopez et al. 2008) .Thoughtful, comprehensive approaches from providers are important, given that much of the information adolescents receive on sexuality and sexual risk is erroneous and unhealthy for them (Teitelman et al. 2009). Although this study has explored the content of preventive care received by adolescents at high risk, access to care is also critical, because most adolescents—particularly low-income adolescents, who are at highest risk of pregnancy and STIs do not make normal preventive care visits. For the at-risk adolescents who do present for a clinic visit, it is all the more important to provide effective prevention counselling (Chandra et al. 2008).Pre teenage education and counselling about the prevention of un wanted teenage pregnancies, STIs and HIV to teenagers i s very important. Dual protection refers to strategies that provide guard from unnecessary pregnancy and STIs, as well as HIV. Dual shield can take various forms, including the use of condoms only or the use of condoms with a different form of contraception and the support of emergency contraception, for added safety in opposition to unwanted pregnancy. Except a couple know they are free of HIV and other STIs and are not at risk through sexual activity with others, condoms are the key constituent of double protection. Thus, better interventions are essential which hold up women as well as men to make use of condoms through sexual intercourse, both for those living with HIV and those who may be in a discordant couple or when one or both partners are engaged in sexual activity with others who may be at risk. Most methods of contraception can be used irrespective of HIV status (Gruskin et al. 2007). Children and Young People in Wirral are the most significant asset. We should help them all raise into positive and victorious adults. They can do this for themselves but we will help them by ensuring they receive information and services when they are needed and in a way they can best make use of them. We are committed to removing barriers that prevent us from providing the services that children and young people tell us they need Wirral Health and Well Being Charter for Wirral Children and Young People (2008) The aim of the policy is to enable any member of staff to assess and respond appropriately to young people’s needs with regards to sexual health, within their professional boundaries, and from an informed perspective. CONCLUSION To conclude, sexual health promotion in teenagers is a very central matter. Social cultural and political factors can hold back effective communication between health professionals and young people and can put off young people from seeking professionals help regarding sexual health issues. Sexual health promotion will reach the young people at a level that has considerable meaning to achieve change in their sexual practice and to help them to reach their most favourable sexual health and sexual identity. Sexual health promotion in teenagers will assist to reduce the rate of sexually transmitted infections, HIVs, teenage pregnancies and sexual violence. REFERENCES Abraham, C., Sheeran, P. (2005) the health belief model. Predicting Health Behaviour, Research and Practice with Social Cognition Models. Maidenhead: Open University Press. 2.American Medical Association (2007) Sexuality Education, Abstinence, and Distribution of Condoms in Schools 2007. http://www. ama-assn.org/am/no-index/advocacy/8152.shtml [accessed: 22 Sep 2009]. Chandra, A. (2008) Does watching sex on television predict teen pregnancyFindings from a national longitudinal survey of youth. Paediatrics, 122(5), p.1047–1054. Coleman, L., Carter, S. (2006) planned teenage pregnancy: views and experiences of young people from poor disadvantaged backgrounds. Conner, M., Norman, P. (2005) Predicting health behaviour: a social cognition approach. Predicting Health Behaviour. Maidenhead: Open University Press. DCSF (2010) teenage pregnancy strategy [online] available at: www.dcsf.gov.uk. Department of Health (2001) the National Strategy for Sexual Health and HIV Department of Health. London Department of health (2002) effective sexual health promotion: a tool Kit: for primary care trusts and other working in the field of promotion of good sexual health and HIV prevention. [Online] available at: www.dh.gov.uk. Department of Health (2003) Effective Sexual Health Promotion Toolkit: a Toolkit for Primary Care Trusts and Others Working in the Field of Promoting Good Sexual Health and HIV Prevention. Department of Health: London. 10. Department of health (2005) national healthy school status: a guide for schools. DH: London. 11. Department of health (2009) moving forward: progress and priorities working together for high quality of sexual health. Stationary office: London. 12. Department of Health (2008) Abortion Statistics, England and Wales: 2007. London: DH. 13. DH (2010) publications, policy and guideline: primary secondary and tertiary prevention on. The stationary office London. 14. DH and DCSF (2009) sex worth talking about, www.dcsf .gov.uk, [accessed in March 2010]. 15. Evans, D. T. (2010), sexual health: exploring risk, promoting sexual health course, unpublished course material, Greenwich university. 16. Evans, D.T. (2008) unit 2 sexualities and sexual health, sexual health skills course, university of green which. 17. Family planning association (2007) sexual health a public health issue. British journal of school nursing, 2 (3), p .102-106. 18. Gruskin, S.,Ferguson, L.,Malley .J ,O.(2007) ensuring sexual and reproductive health for people living with HIV :an overview of key human rights ,policy and health system issues ,reproductive health matters , 15 (29), p. 4- 26. 19. Health protection agency (2008) spot light infections. [Online] available at:www.hpa .org .UK. 20. Health Protection Agency (2008) All New STI Episodes Seen at GUM Clinics in the UK: 1998 – 2007. London: HPA 21. Ingham, R., Nauserzadeh, S., Stone, N. (2009) SRE conference hand book 4th biennial international sex and relationships conference. 22. Lopez LM et al., Strategies for communicating contraceptive effectiveness, Cochrane Database of Systematic Reviews, 2008, Issue 2, No. CD006964. 23. Mayo foundation for medical education and research (2009), mayoclinic.com. 24. Medline plus (2011), US national library service of medicine. 25. Mellor, R. and Williams, D. (2005) sexual health of looked after children and care leavers .amended health and well being team. 26. Miller, D. and Green, J. (2002) the psychology of sexual health.6th ed. Black well science publication: lowa state university press. 27. NICE (2007) One to one Interventions to Reduce the Transmission of Sexually Transmitted Infections (STIs) Including HIV, and to reduce the Rate of Under 18 Conceptions, Especially Among Vulnerable and At RiskGroups.London: NICE. 28. Norman, P. et al (2005) Protection motivation theory. Predicting Health Behaviour. Maidenhead: Open University Press 29. Nusbaum, M. and Rosenfeld, J .A. (2004) sexual health across life style ..cambridge university press. 30. Rayburn, N. R.,Jaycox, Z. H .,Mccaffery ,D. E. ,Ulloa, C., Marshall, G. N., Shelly ,G. A., (2007)reactions to dating violence among Latino teenagers :an experiment utilizing the articulated thoughts in simulated situations paradigm, journal of adolescence ,vol,30, p .893-915. 31. Royal collage of nursing (2000), sexuality and sexual health in nursing practice in London, quoting publication, code 009965. 32. Santelli, J.S. (2008) Medical accuracy in sexuality education: ideology and the scientific c process. American Journal of Public Health, 98(10):1786–1792. 33. Society for adolescent medicine (2004) confidential health care for adolescents: position paper of the society for adolescent medicine. (35), p. 80-90. 34. Teitelman, A.M., Bohinski, J.M. and Boente, A. (2009) the social context of sexual health and sexual risk for urban adolescent girls in the United States. Issues in Mental Health Nursing, 30(7), p.460–469. 35. WHO (2007) sexual health, gender and reproductive rights. 36. Widdice, L. E., Cornell, J. L., Wendra, L. Halpern-Felsher, B. L. (2006) ‘Having sex and condom use: potential risks and benefits reported by young sexually inexperienced adolescents. Journal of Adolescent Health, vol. 39 (4), p. 588-595. 37. Wirral Health and Well Being Charter for Wirral Children and Young People (2008). How to cite Promoting Sexual Health, Essay examples

Business Communication Cross-Culture Communication

Question: Discuss about the Business Communicationfor Cross-Culture Communication. Answer: Introduction Communication can be defined as the process of sending and receiving information. The employees, managers and various executives have to regularly communicate with each other to run the business efficiently. Good communication system is important for an organization to run the business efficiently. The vital components of effective communication are transmission, reception and understanding of the communication meaning. The communication medium is also a vital component of the communication system. The companies can use a number of communication methods such as written methods like e-mails, internet or oral methods to communicate with their employees (Clampitt, 2016). However, the businesses are suffering from communication issues which are resulting in misunderstandings, hostilities and accusations. There are certain barriers to communication which appears when the person sending the message is using inappropriate communication style or medium. Issue of Cross-Culture Communication With globalization, the cultural difference is becoming the most significant issue in the business communication. In different cultures, the communication methods and style are entirely different. The multinational organizations require effective cross-cultural practices in the thriving global marketplace (Guffey Loewy, 2015). The globalization if the marketplace has created immense opportunities for the business organizations; however, ineffective communication across the border can negatively impact the employees, customers and other stakeholders. The issues in the cross-cultural communication arise due to the differences in the language and the behavior. Misunderstandings and misinterpretation is common in the communication between people who speak same language, so there is high probability for the communication issues among the people who communicate with different cultural backgrounds (Miller Gordon, 2014). The mispronunciation or misrepresentation of words can have result in misunderstanding between the communicating parties. Moreover, the behavior of two people from different cultural backgrounds is also different and can be misinterpreted differently. Body language and the gestures also have different meanings at different geographical locations (Guffey Loewy, 2017). The common gestures or body language at one place can be misinterpreted differently at other locations. It also includes differences in facial expressions such as use of nodding and eye contact. Other than that, there are also several stereotypes associated with the characteristics of certain culture. The stereotype is the generalization and assumption related to certain cultural groups. There are certain stereotypes which are negative and hostile and can adversely impact on the organization culture. They can also hamper effective workplace communication (Hurn Tomalin, 2013). It is a significant issue in the business communication. It is important that an organization establishes procedure and strategies to uplift the standard of business communication. The business communication entails all form of communication which is conducted for the commercial purpose of the organization. In the business communication, the information is relayed within an organization by its people (Newman, 2015). Lewis Model of Cross-Cultural Communication The most common model to describe the cross-cultural communication is the Lewis Model which was developed in the early 1990s. After thorough study of the human behavior and cultures in different locations, Richard Lewis categorized the human behavior in three distinct categories. These categories were not based on the nationality and the religion but on the behavior of the people. The different categories in this model were named as Linear-Active, Multi-Active and Reactive. The model posits that in the accumulation of the distinct features of different cultures, the scholars have created confusion and reduced the clarity and succinctness of the dimensions of different cultures. In the linear-active group, the English speaking people qualify. These people are highly assertive, plan everything ahead of time and are direct in their communication. These people believe in hiding their feelings in the professional world and focuses on truth and diplomacy. They are egoist in nature and do n ot like to lose blames and accusations. They differentiate their social and professional lives and show limited body language. The people in this category are often impatient and stick to facts and evidence-based data (Lewis, 2010). All the major countries of Asia except Indian subcontinent fall under the second category of multi-active society. The people in this category are highly talkative and prefer to multitask. They also believe in making rough outlines and plans rather than focusing on small details. They do not hide their feelings and events of personal lives. They are people-oriented and give emphasis on their feelings rather than facts. They are often ready for good excuses and have highly expressive body language. On the other hand, the multi-active population is highly scattered and includes the people of Southern Europe, Mediterranean Countries such as South America, Africa and the Gulf countries (Krizan et al, 2010). It also includes the people of India and Pakistan. Although the people in these groups are diverse geographically, there are differences in religion, belief and values. These people follow the same pattern and traits such as high emotion, talkativeness, body language, giving importance to religion and family bond (Zhu, 2015). The Lewis model of cross-culture communication can be used by the human resource managers in the recruitment drive and combating the issues of miscommunication in the workplace. It can be used by the individual in understanding the differences in the cultures of different countries. T can also be used to analyze the affinity and the deviation from the national norm and the compatibility with the people of different cultures (Reinhard, 2016). Conclusion It can be concluded that the effectiveness of business communication is critical for the business success. In the present times of globalization, the companies are needed to examine the impact of cultural differences on the efficacy of communication. The differences in the communication regarding the language, gestures and body language can result in misinterpretation of message. 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