The Health And Wellness Industry Recognizes How...

The health and wellness industry recognizes how implementing reward programs can motivate consumers and employees. A Novu survey found that â€Å"rewards act as an effective differentiator† to encourage individuals to take positive actions toward a healthy lifestyle. Data is helping brands customize the reward experience. No more generic campaigns or messaging geared toward the masses. Through personalization, businesses can develop targeted rewards programs and create a path for more intimate loyalty platforms with one-on-one relationships. Physicians, employers, and even insurance companies encounter difficulties when incentivizing healthy behaviors amongst their audiences. People lose interest quickly or dislike the benefits altogether.†¦show more content†¦Most loyalty programs are failing to meet people’s expectations. Look at the image below. Source Launching strategies without considering what individuals may want is a recipe for disaster. According to Brian Solis, principal analyst at the Altimeter Group, â€Å"Some businesses ‘talk at people,’ the opposite of actually taking their opinions into consideration and molding plans.† Brands must build valuable customer relationships. Unlike companies who only focus on a purchase transaction, loyalty programs can have a greater impact if they help the consumer. A satisfied person buys more products and services, as a result an increase in your sales. So, ditch your old-fashioned rewards program. Applaud positive behaviors and healthy living with a fresh approach. Move toward a paperless model, and leverage technology to boost your customer engagement. Take Action: Evaluate your current rewards program for outdated practices. Digital Rewards as the Solution Rewards is one of the fastest growing healthcare solutions. In 2013, employers spent $594 per employee on incentives. Digital rewards help companies move beyond the old ideas of rewards, like redeeming airline miles for magazine subscriptions. In â€Å"A Marketer’s Guide to Digital Giveaways, Promotions and Rewards,† experts discuss â€Å"how companies are winning customer loyalty by offering digital rewards such as Hollywood movies, best-selling e-books, top-40 songs and backstage videos.†

Mass Incarceration Of Poor Black Male - 4177 Words

Mass Incarceration of poor, black male, and increasingly female, young people in the Name of a Bogus War on Drugs Purpose of the Study Purpose Statement: to reveal the problem of mass incarceration of poor, black male, and increasingly female, young people in the name of a bogus war on drugs from the 1980 s?90 s. The purpose of this study is to expose the process of mass incarceration of poor black males, and females increasingly, within the context of a fabricated war on drugs which really is serving to keep the prison population booming by exploiting traditionally disadvantaged minorities in society. Alexander rightfully calls this a ?redesign? of the old racial caste system in America which was supposed to have been destroyed by the civil rights movement. The war on drugs in the 80s merely became the newest vehicle by which to exploit the black community in this country. The War on Drugs is really the rationale for racial control, which targets black men and women and relegates millions of citizens to what Alexander calls a ?second class status (Alexander, 2012).? This is written as if not a call to action, then a call to galvanize. The purposes of this report is to enable readers to through empirical and contextual description see the war on drugs for what is really is: a public relations ploy whose end results are not fighting drugs, butShow MoreRelatedThe Sentencing Policies For Crimes1357 Words   |  6 Pagesfor crimes, primarily drug crimes, in America, the effect this change would have in the poor communities were impossible to imagine. The policies which were changed to get tougher on drug crimes on the federal level followed with mass incarceration in the prison system. This was especially true with young African American males in largely poor communities. So these policies not only created a mass incarceration but also racially targeted certain race in America. These procedures which were createdRead More The New Jim Crow: Mass Incarceration in the Age of Colorblindness, by Michelle Alexander1182 Words   |  5 PagesThe New Jim Crow: Mass Incarceration in the Age of Colorblindness is a book by Michelle Alexander, a civil rights litigator and legal scholar. The book discusses race-related issues specific to African-American males and mass incarceration in the United States. Michelle Alexander (2010) argues that despite the old Jim Crow is death, does not necessarily means the end of racial caste (p.21). In her book â€Å"The New Jim Crow†, Alexander describes a set of practices and social discourses that serve toRead MoreThe New Jim Crow : Mass Incarceration1081 Words   |  5 Pages Michelle Alexander’s The New Jim Crow: Mass Incarceration in the Age of Colorblindness outlines how the criminal justice system has systematically designed new methods of discriminating against African Americans. The book advocates for racial justice, specifically, for African Americans and contends they [African Americans] were targeted and subsequently incarcerated, by white voters and public officials, t hrough the War on Drugs campaign. President Reagan and his Administration exploited racialRead MoreMass Incarceration And Its Effects On The United States946 Words   |  4 PagesMass incarceration alludes to the investigation which ought to be clarified as exceedingly elevated pace of imprisonment among African Americans men and Latino males from troubling neighborhoods. Many will say it’s from poor families and when they take the males, it weakens the family even more. One of the main reasons for mass incarceration is to have control of the system and African American’s after slavery was annihilated. One main issue about mass incarceration would be that if an African AmericanRead MoreIncarceration of African American Males Essay1691 Words   |  7 PagesThe trend of African American males between the ages of 25 and 29 has seen a dramatic increase of incarceration. Attention has been focusing on areas of housing, education, and healthcare but the most prominent pr oblem for African American males is the increase in the incarceration rate. 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Therefore, the label of â€Å"felon† is the new Jim Crow, a legal stamp of inferiority that prevents millions of black men from fully participating in society. I believe that denying returning citizens from practicing their human rights even after they have served their time is morally wrong, as it shows that the society and the system are unable to forgive peopleRead MoreMass Incarceration And Its Effects On Society1492 Words   |  6 Pageswid espread societal and economic damage caused by America’s now-40-year experiment in locking up vast numbers of its citizens. (The Editorial Board) The standard way of thinking about mass incarceration has it that mass incarceration is putting a stop to crimes. Today it has become common to dismiss the truth about mass incarceration. The Editorial Board of New York Times Magazine acknowledge that America`s imprisonment population has progressed to about 2.2 million (the Editorial Board). The Editorial BoardRead MoreThe Development Of The Democratic World857 Words   |  4 Pagesracism to come out of plantation slavery that established a racial hierarchy that developed a clear social div ide even after two centuries of country evolution; black people are still stuck in a system of disadvantages behind white privileges which lead to a complete social irrelevance, and then over time the modern day mass incarceration system has put them at a complete racial marginila do not even realize which creates a vicious cycle duh to the racia â€Å"the state-sanctioned or extralegal productionRead MoreA New Form Of Convict Leasing1260 Words   |  6 Pages010, U.S. Bureau of Justice Statistics showed that black males had an imprisonment rate of close to seven times the incarceration rate of white men with the rate of incarceration for black women nearly three times the rate of white women (5). Human â€Å"Rights Watch† noted in a 2009 study; blacks are arrested at a higher rate than whites even though blacks commit drug offenses far less than whites (6). Former Presidents Reagan, the Bushes’ and Bill Clinton government, imposed racial projects and

Global Business Marketing Nutrition and Beverage

Question: Discuss about the Global Business Marketing for Nutrition and Beverage. Answer: Introduction Marketing of new products by global companies is detrimental to the culture of the individuals in the host country. This paper discusses various aspects of marketing done by global brands with respect to their products. The brand considered for the purpose of this study is Coca-Cola and the host country selected is India as it is one of the most important consumer hubs of the world. The host country cultural analysis and impact on the culture of the country and its people, with the introduction of a new product by a global brand, has also been made in this study. The Coca-Cola Company- The Brand The Coca-Cola Company is most renowned and largest beverages company of the world. It serves the customers with more than 500 brands with more than 3800 choices. Brand Coca-Cola is one of the most prestigious and valued brands across the globe. Its portfolio comprises of brands worth more than 20 billion dollars. These brands include Coca-Cola Zero, Diet Coke, Fanta, Sprite, Dasani, Powerade, vitamin water, Del Valle, Minute Maid, Simply, Gold Peak and Georgia. The company offers both still and sparkling beverages to its customers. The brand is supplied to more than 200 countries and more than 1.9 billion servings are consumed by customers daily. The company is counted as one of the top ten private employers in the world. It also has dedicated focus on sustainability and reducing carbon footprints and has taken up several projects for environmental protection (Company, 2015). Coca-Cola India is a leading beverage provider of India. It offers a wide range of refreshing beverages to its consumers. The company re-entered Indian markets in the year 1993 with the liberalization of Indian economy. The product range of The Coca-Cola Company in India comprises of Coca-Cola, Coca-Cola Zero, Diet Coke, Thums Up, Fanta, Fanta Green Mango, Limca, Sprite, Sprite Zero, VIO Flavored Milk, Maaza, Minute Maid, Georgia and Georgia, Kinley, Bonaqua, Kinley Club Soda and BURN. The company has a strong network of bottling partners with more than 2.6 million retail outlets. Brand Coca-Cola is among the most preferred brands of Indian consumers. In India, the company operates through its fully owned subsidiary namely Coca-Cola India private Limited. It produces and sells its concentrate, beverage bases, and beverage mix powder through this subsidiary. Whereas the company has its bottling plant named Hindustan Coca-Cola Beverages Private Limited. It also has thirteen licensed bo ttling partners in India. The distribution system consists of distributors, retailers and customers (Company, 2015). Global Brand While many brands have been considered to be global, there is no single concrete definition of a global brand. Various definitions of the global brand are used by scholars and practitioners. These definitions are often used interchangeably and are the reason to create confusion in the minds of marketers. The prime aspects of a global brand are its similarity across the globe, positioning, brand identity, product promotion, etc. A global brand should also be able to offer standardized products to customers across the globe. A global brand should have a strong brand presence across the globe and should be able to generate revenue from outside its country of origin. While some global brands market their standardized products, others may localize their products and packaging to meet local tastes and preferences. In short, the global brands are the brands which can be recognized throughout the world (Kim, 2004). Brand Coca-Cola is a global brand as it has operations across various parts of the world. The company is the supplier of beverages to about 200 countries under its brand name Coca-Cola and other brands. It generates a good amount of revenue from the countries in which it operates. The company has standardized packaging and brand identity worldwide with its red and white colored logo. It has positioned itself as a beverages manufacturing and supplying company across many countries (Company, 2015). Though the promotional activities undertaken by The Coca-Cola Company varies based upon local culture, it is recognized by consumers across the world. Hence, Coca-Cola can be said to be a significant global brand. The Host Country India: Culture Indian culture is considered to be the most ancient culture of the world and is popularly known as the mother of all cultures. It is also known as the human culture as it has been open to people irrespective of their religion, gender, race, and age. History has not been able to trace its beginning so far. Though it is oldest but it is a strong and lively culture which is bubbling with energy even in present times. The Indian culture has always accepted and grown with external factors, influences, and changes. It is on the path to its development (Atreya, 1949). The culture and beliefs of an individual determine the food they consume. This is created over years based upon the beliefs and customs of the society as well. The food and drinking habits also depend upon the physical geography of a country as it is influenced by weather and climate in the particular region. India is a vast country with the wide range of climate, culture, and religion. Its food and drinking culture has been heavily influenced by many generations who have based food and drinking habits depending upon the stage of the lifecycle (baby, adult, old, etc.) and nutritional needs of an individual. The holistic food consumption approach applied by Ayurveda is considered to be very significant by modern sciences. It helps in keeping balance in the mind, body, and soul of an individual (P Pushpangadan, 2012). The peer group is known to be a major influencing factor while consuming soft-drink, in India (Nair, 2013). Prior to the introduction of Coca-Cola, Indian consumers consumed natural fruit juices, tea, and coffee. The guests were served with fruit juices (fresh or packaged), buttermilk, lassi, squash, tea or coffee. The parties did not include aerated drinks as the ones available were considered uneconomical and difficult to handle (being bottled in a glass container). The hotels and restaurants were less in numbers and served natural drinks. There was more focus on healthy consumption habits which was fresh and made at home by the households or made as per order. This bought more personal aspect to the food served by households, restaurants, and hotels (P Pushpangadan, 2012). The majority of consumers led a low to medium lifestyle. Less was spent on consumer goods due to lesser per capita income and lower disposable income of people. The families were mainly joint families with a number of family members. Buying habits of younger generation did not depend on much upon credit facilities (Si ngh, 2013). Changes in Indian Culture Marketing of new products by Coca-Cola is found to be detrimental to the culture of the individuals in India. The changes with the introduction of Coca-Cola have had, on India and people of India have been slow and gradual. The changes include the increase in unhealthy eating and drinking habits, dining out, consuming more unhealthy food and drinks while shopping or at movies, laziness, packaged food consumption, health problems, party culture, etc. (Foundations, 2013). Unhealthy Food Habits Indian consumers are exposed to unhealthy food habits by the advent of Coca-Cola and other packaged food and drinks. The consumers who are able to afford nutritious food are moving to packaged food and drinks habit due to fast paced work life which has been caused due to the arrival of multinationals like Coca-Cola Company. Whereas those who cannot afford nutritious meal consume packaged food which are more energy dense and can cause ill health (obesity, diabetics, etc.) (Foundations, 2013). Adoption of Western Dietary Culture With more population making rural-urban migration there are changes in dietary profile which is impacted by increased dependence on external forces. Such people are adopting western dietary profile which is known to be unhealthy (Foundations, 2013). Dining Out Though the majority of Indian population prefers to dine at home with freshly prepared home food, dining out culture is growing at a rapid pace. This comprises on restaurants, street stalls, stand-alone food counters, Dhabas (roadside food shops). The total value spent on food service included 13% which was spent on fast food (Foundations, 2013). Dining out culture is growing at such a pace due to the strategic promotion and pricing activities of global brands like Coca-Cola. Packaged Food Consumption The packaged food consumption is on an increase in urban areas where there are more working women. Such areas show the inclination to consumption of packaged and processed food products (Foundations, 2013). Consuming Unhealthy Food/Drinks while Shopping /Movies The consumption of unhealthy drinks has shown an increase especially while shopping or at movies. There has been 70% rise in consumption of soft-drinks during the period between 2007- 2012. It was noted to be highest in India (Foundations, 2013) Laziness Leading to Quick Services Restaurants The laziness to prepare food that comes as a side-effect of availability of packaged food has placed a high inclination towards availing services from quick restaurants. There is a slow and gradual shift in consumption from home-made food to ready-made food. This has been the outcome of products like packaged beverages and food (Sivanandham, 2002). Coca-Cola: Marketing in India By the time Coca-Cola entered the Indian market, in 1993, its competitor Pepsi was already operating in India. Due to the predominance of Pepsi, Coca-Cola failed to make the expected impact. However, Pepsi had created demand for aerated drinks among India consumers which had a positive impact on the sales figures of Coca-Cola. The brand then shifted its focus from global promotion to localized promotion or marketing. The brand adopted different marketing strategies, for rural and urban Indian consumers, based upon diverse Indian context. The brand localization marketing strategies included the strategies "Life ho to Aisi", meaning life as it should be; "Thanda matlab Coca-Cola", signifying Coke means refreshment; Regional campaigns; and Coke and food combo meals (Kaye, 2004). Life Ho To Aisi Campaign This marketing strategy meant life as it should be. It was focused on 4% of the Indian population (in metros and large towns). The inspirational message reached loud and clears to the target audience and it impacted the growth and sales of Coca-Cola in India positively (Kaye, 2004). Source: https://www.google.co.in/search?q=life+ho+to+aisi+coke+adespv=2biw=1455 bih=705site=webhpsource=lnmstbm=ischsa=Xved=0ahUKEwi_hLfl0ujOAhXBvo8KHZfAACEQ_AUIBygC#imgrc=QVfM2KfaYgpJXM%3A Thanda Matlab Coca-Cola Campaign This campaign signified "Coke means refreshment." the main aim was to target consumers across small towns and rural market. This comprised 96% of Indian population. For this purpose, Coke introduced a Rs. 10 bottles as well so that low-income group could afford it (Kaye, 2004). Source:(Kadri, 2006) Regional Campaigns In order to reach larger rural consumers, Coca-Cola recruited regional teams and set up regional network system. Local managers and advertising teams were recruited to reach local customers and improve their responsiveness. Due to India's linguistic diversity, the ads were published in local languages. Below is an example of sign writing in Gujarati language (Kadri, 2006). Source:(Kadri, 2006) Source:(Kadri, 2006) Coke and Food Combo Meals Campaign The promotional activities in South Indian states are done in a different manner due to the difference in language and food habits. Coca-Cola promoted Coke in southern states by providing South Indian food combo offers. This was also followed by television commercials and print ads. Below is an example of promotion done by South Indian meal combo offer (Kadri, 2006) The visual communication by Coca-Cola in India reached both rural and urban masses of India. The local specific cultural mediation doubled the penetration of Coca-Cola between 2001-2003. It pushed Coke ahead of its largest competitor, Pepsi, in the minds of Indian consumers. Indian consumers could relate to the ads by Coca-Cola as it was conveyed locally with the help of vernacular language (Kadri, 2006). References Atreya, B. L. (1949). Indian Culture. Paris: UNESCO. Retrieved August 30, 2016, from https://unesdoc.unesco.org/images/0015/001550/155065eb.pdf Company, T. C.-C. (2015). Our Company. Retrieved August 30, 2016, from https://www.coca-colaindia.com/: https://www.coca-colaindia.com/our-company/coca-cola-worldwide-and-in-india/ Foundations, R. (2013). Unhealthy developing world food markets. Rockefelle Foundations. Retrieved August 30, 2016, from https://www.rockefellerfoundation.org/app/uploads/Unhealthy-Developing-World-Food-Markets.pdf Kadri, M. (2006). Glocal Cola. Retrieved August 30, 2016, from https://randomspecific.com/wp-content/uploads/2009/03/glocal_cola.pdf Kaye, J. (2004). Coca-Cola India. Tuck School of Business. Retrieved August 30, 2016, from https://mba.tuck.dartmouth.edu/pdf/2004-1-0085.pdf Kim, E. S. (2004). The meaning of global brand: A perspective from the Korean consumers. University of Hawaii, International Management. Hawaii: University of Hawaii. Retrieved August 30, 2016, from https://scholarspace.manoa.hawaii.edu/bitstream/10125/11686/1/uhm_phd_4480_r.pdf Nair, J. K. (2013). Factors Influencing Brand Loyalty of Soft Drink Consumers in Kenya and India. Int.J.Buss.Mgt.Eco.Res., 4(2), 706-713. Retrieved August 30, 2016, from https://www.ijbmer.com/docs/volumes/vol4issue2/ijbmer2013040203.pdf P Pushpangadan, V. M. (2012, Jnauary). Food, Nutrition and Beverage. Indian Journal of Traditional Knowledge, 11(1), 26-34. Retrieved August 30, 2016, from https://nopr.niscair.res.in/bitstream/123456789/13417/1/IJTK%2011(1)%2026-34.pdf Singh, S. J. (2013). Changing Lifestyles Influencing Indian Consumers: Conceptualizing and Indentifying Future Directions. Global Journal of Management and Business Studies, 3(8), 861-866. Retrieved August 30, 2016, from https://www.ripublication.com/gjmbs_spl/gjmbsv3n8_06.pdf Sivanandham, S. P. (2002). A Study Of Changing Indian Food Market Structure. Retrieved August 30, 2016, from https://tejas.iimb.ac.in/articles/Tejas_December%20Edition_Article%202.pdf

Strictly Ballroom Essay free essay sample

Strictly Ballroom Essay Question: What does the composer of your text reveal about the concept of belonging? You should answer on either ‘Romulus, My Father’ or ‘Strictly Ballroom’ depending on which you have studied. How does he represent his idea? In your answer you may consider literary techniques such as narrative voice, imagery, contrast, hyperbole, word choice, use of setting, description (‘Romulus, My Father’) or filmic techniques, music, iconography, costuming, dialogue, contrasts, hyperbole (‘Strictly Ballroom’). Certain texts raise certain perspectives about belonging, whether it is belonging to particular groups through conformity to rules, or belong to a place where you find inspiration to express your own sense of individuality. The film ‘Strictly Ballroom’, directed by Baz Luhrmann successfully highlights the true sense of belonging through the use of music, dialogue, lighting and symbolism. Belonging has been defined as ‘a relationship or affinity with something or someone. ’ Belonging means to be usually or rightly placed, to have the proper social qualification. We will write a custom essay sample on Strictly Ballroom Essay or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Most people have a feeling of connection with particular things, people, places, ideas or beliefs. But some people choose to not belong, that leads to being alienated or excluded from a group. In particular groups or sub groups within society, there are rules that are other written or simply know by members of the group. Usually, it is accepted that to be a member of these particular groups, you will adhere to the rule, in other words, you will conform. You must do this in order to being. Individuals who challenge these rules and fail to conform are generally dealt with in two ways – They are in danger of becoming alienated from the group or the group might accept the changes and broaden their rules. The purpose of Baz Luhrmann’s film ‘Strictly Ballroom’ is to explore the ways individuals find their own way of expressing themselves so that they can find their own identity. There is a strong sense that the film’s belonging to Australians. The plot makes use of well-known culture and narrative structures to give the audience a sense of place and belonging in the story. The film plays with stereotypes, Australian images and landscapes, mixes genres and fairy-tale story. The purpose of Baz Luhrmann’s film ‘Strictly Ballroom’ is to explore the ways individuals find their own way of expressing themselves so that they can find their own identity. There is a strong sense that the film’s belonging to Australians. The plot makes use of well-known culture and narrative structures to give the audience a sense of place and belonging in the story. The film plays with stereotypes, Australian images and landscapes, mixes genres and fairy-tale story. The number and colours in this scene are symbolic, gold and number 100 represent Scott as the best. Ken Railings is in white which represent purity, but it comes to represent the fakeness of the Ballroom world, and the number 69 alludes to: he is a sleazy customer. The first time we see Scott alone, he dilemma is represented through dance. He’s dancing by himself, but he moves in and out of the spotlight, represents his inner struggle between the desire to conform and belong in the ballroom dancing world, as against has desire for individuality. When Fran confronts Scott with her proposal, she’s representing as the outsider in this glitzy world through her unkempt hair, glasses, pimply complexion and over-sized doggy clothing. Scott shows his unwilling attitudes to Fran through a formal tone ‘A beginner has no right to approach an open amateur. The close up of Fran challenge our reluctant hero to cross the threshold and begin her journey. She calls him ‘scared’ and ‘just like the rest of them’ emphasis a challenge to his sense of individuality. Luhrmann’s scene construction also points to her ostracism. The use of mirrors reflect intensifies and we always see Scott in two shots, juxtaposed with Fran on her own. At the end of the scene, we can see that Fran doesn’t belong in the ballroom dancing world – her outlook, the way others treated her, dancing with a female partner and having a different background. In the next scene, Luhrmann approaches an allusion of the story ‘Ugly Duckling’ to represent Fran is growing connection with Scott. Fran’s clothes become tighter; her face clears up, removes her glasses and let her hair down. The background and setting are showing the clash of two cultures. The neon symbolic Coca-Cola sign representing the new and the natural Hills Hoist clothesline representing the traditional of Australia. The music ‘Time after Time’ and the symbol of sunset signifying the developing connection and establishing a sense of belonging between Scott and Fran. Also, in this scene, the cut-off technique from the roof-top through the building to Doug’s dancing in the studio. The music of Doug’s dancing is primitive and tribal, a rhythmic percussion which contrasts with the music on the rooftop. Following by a philosophy ‘A life lived in fear is a life half lived’, it represents the sense of reality and Scott is entering Fran’s world. This is the end of Scott teaching Fran, then Scott learning from Fran and family. At the State Championships, Barry Fife represents the powers that be in the conformist world of the Dance Federation. ‘You don’t play the games; you don’t make the rules. ’ All such rules suppress originally and individuality, the rules are designed for people to conform. The use of low key lighting is to depict him as evil, shady character. Barry is projected as a bully of the 1950’s and dominates the whole Ballroom Dancing World. In the next scene, the music, â€Å"Perhaps, Perhaps, Perhaps† signalling a mood change. Two types of scene interact and juxtapose to provide a contrast of the sheer romance and bravery of Scott and Fan dancing against those around them, Shirley, Doug, Barry and Liz. Fran’s eye level of the three women surround her standing gives them the appearance of powers over her as they bully her. To depict the backyard of Fran’s house, Luhrmann uses low-key lighting and creates a romantic, warm and inviting atmosphere. When Rico challenges Scott to dance the Paso Doble, Scott is ridiculed for not dancing from the heart and this separates him from the group. Close-ups of people laughing are juxtaposed with long shots of Fran and Scott dancing, showing that they are laughing at the way he dances. The close-up on Rico’s feet make Scott realises how insignificant his attempt is. At the end of the scene, a close-up of Scott’s face show his sense of enlightenment and desire to connect with the values of Spanish community. Fran is happy for his liberation and newfound sense of belonging. Thus, we can see that Australia is changing from 1950s to a modern and multicultural world. In the scene – The Hasting’s Home, Luhrmann creates a contrast of the world which Scott lives and Fran’s world. When Scott is at home or studio or involve in ballroom dancing competition, mockumentary style is used to present an over exaggerated world. Luhrmann is making fun of this particular sub group. In contrast, the scene showing Fran at home with her family are in a naturalistic style. We can see Scott is being more alienated from his family and the ballroom dancing community. On the other hand, Scott is getting accepted by Fran’s family, he feels more likely to belong in there. Later on, in the next scene, when Barry confronting Scott, Luhrmann deliberately uses the red curtain again to signifies the theatricality of the dance world. At the end of the scene, Scott is spinning, it is a technique which provides a segue into the next scene. This also indicates he has a lot in his head, should he listen to Barry and conform, or should he be individual and dance with Fran. In the end of the movie, Fran once shows again she doesn’t belong in the ballroom dancing world, she is back to beginner. When Scott tries to explain everything to Fran what’s happening, Fran calls Scott ‘A gutless wonder’ again, this is repetition to show how she feels about Scott. We can see how Fran didn’t belong before she asks Scott to dance with her, ‘Wash the coffee cups, Fran. How’s your skin, Fran? ’ Everyone didn’t accept her to be part of the ballroom community. ‘We had the chance, but we were scared, we walked away, we lived our lives in fear! As Doug screams out, Scott hesitates, he remembers how Fran told him about the ‘A life lived in fear is a life half lived. ’ So he decides to follow his dream, he put on the Spanish costume jacket of the matador, this shows he is belong to Fran’s family. When the music is cut-off, the sound of Doug’s clapping is heightened by the silence of the room. Scott and Fran continue to dance; nothing can stop them from then. The music, â€Å"Love is in the Air† begins, and everyone join in the dance floor, this is a sign of Scott has win; the Ballroom Dancing World has accept him and Fran. And as Barry is falling behind with his trophies emphasis he has been defeated, he can’t control the Federation anymore. Then, the red curtain closes meaning show is over. In conclusion, ‘Strictly Ballroom’ has showed the concept of belonging through the filmic techniques, storyline and the creation of characters. People often are reluctant to challenge the ‘safe world’ that they live in, because they fear rejection or becoming cut-off or being alienated. ‘Strictly Ballroom’ clearly is one of the idea about belonging and not belonging which is explored by Baz Luhrmann.