BIOLOGY 10 organisms that underwent genetic engineering and identify the alteration GLOW-IN-THEDARK ZEBRAFISH Scientists have engineered zebrafish to express a green fluorescent protein (GFP) gene, making them glow in the dark. MOSQUITOES RESISTANT TO MALARIA Researchers are working on genetically modifying mosquitoes to make them resistant to the parasite that causes malaria. ROUNDUP READY CROPS These crops are engineered to be resistant to the herbicide glyphosate, also known as Roundup. GOLDEN RICE This rice variety is genetically modified to produce betacarotene, a precursor to vitamin A. This could help address vitamin A deficiency, which is a major public health problem in some parts of the world. AQUADVANTAGE SALMON This salmon is the first genetically modified animal approved for human consumption in the United States. ENVIROPIG This pig is engineered to produce an enzyme that breaks down phosphorus in its manure. This could help reduce pollution from pig farms. HAIRLESS CATS Sphynx cats and other hairless breeds have a mutation in the keratin gene, which is responsible for hair growth. This mutation was not intentionally caused by genetic engineering, but it is an example of how genetic modification can occur naturally. HORNLESS CATTLE Scientists are working on developing hornless cattle using various methods, including genetic engineering. This could improve animal welfare and safety. BIOLUMINESCENT RABBITS These rabbits express the luciferase gene, which allows them to produce their own light. This is a purely aesthetic modification, but it demonstrates the potential of genetic engineering for creative purposes. E. COLI PRODUCING HUMAN INSULIN Scientists have engineered E. coli bacteria to produce human insulin. PEDIGREE -a family tree that describes the interrelationships of parents and children across generations -inheritance patterns of particular traits that can be traced and described using pedigrees May either be: I. Dominant. – A trait that requires at least one dominant allele for the trait to be expressed II. Recessive. – A trait that requires two recessive alleles for the trait How to construct a pedigree? I. Male (square) vs. Female (circle) II. Affected (shaded) vs. Unaffected (unshaded) individual III. Marriage/mating line (line connecting mates) vs. Sibship line (line connecting siblings IV. Fraternal twins (one birth line branching out into the individual twin) vs. Identical twins (same as fraternal twins but with a horizontal bar connecting the branches) V. Generation (Roman Numerals) vs. Individuals with the same generation counting left to right (designated by Hindu Arabic numerals) VI. Proband (arrow) AUTOSOMAL TRAIT -a trait whose alleles that control it are found in the autosomes PEDIGREE -making use of diagrams showing the ancestral relationships and transmission of genetic traits over several generations in a family PROBAND -the individual in the pedigree that led to the construction of the pedigree GENOTYPE -the gene pair an individual carries for a particular trait symbolized by a pair of letters I. Homozygous dominant II. Heterozygous III. Homozygous recessive PHENOTYPE -the observable trait 46 chromosomes, 23 pairs • first 22 chromosomes (pair) • 23rd pair of chromosomes •autosomes • sex chromosomes (x, y) SEX-LINKED TRAIT -a trait in which a gene is located on a sex chromosome PHENOCOPY -a trait that is expressed due to specific environmental conditions (i.e., having half that is dyed at different colors) and is not due to the genotype IDENTICAL TWINS -also known as monozygotic twins -derived from a single fertilization event FRATERNAL TWINS -twins that are derived from separate fertilization events (two eggs fertilized by two sperms) within the fallopian tube, resulting in two separate zygotes: also known as dizygotic twins CLADOGRAM LINKING CLASSIFICATION AND PHYLOGENY • The discipline of systematics classifies organisms and determines their evolutionary relationships • Systematics use fossil, molecular, and genetic data to infer evolutionary relationships • Phylogeny is the evolutionary history of a species or group of related species • Dichotomous key and cladogram are useful tools to see the similarities, difference, and relationship at organisms. 1962: Jellyfish protein turns into a tool to observe invisible cellular processes (Osamu Shimomura, Martin Chalfie, Roger Tsien) Green Fluorescent Protein (GFP) -is naturally present in Aequora Victoria jellyfish and fluoresces with a green light when exposed to blue wavelength DICHOTOMOUS KEY -guides toward the final identification of an organism through several steps with two statements that describe certain characteristics 1967: DNA Ligation Links DNA fragments together (paved the way for splicing experiments) paste or glue to DNA 1968: Discover of Restriction Enzymes by Werner Arber CLADOGRAM -describe the path organisms follow to become unique species starting with a common ancestor or characteristics. Restriction Enzymes – can identify and cut foreign DNA Modification Enzyme (methylase): recognizes the host’s DNA GENETIC ENGINEERING -the process of inserting new genetic information into existing cells to modify a specific organism for the purpose of changing its characteristics 1970: Purification of Type II Restriction Enzymes 1971: Gene splicing experiment that paves the way for Recombinant DNA (rDNA) Type II Restriction Enzymes used for mapping DNA GENETICALLY [ENGINEERED] MODIFIED ORGANISMS (GMOS) Base Pairs in Genetic Coding A -U T C G Example: RNA strand Base Pairs HISTORY OF GMO DEVELOPMENT 1953: Discovery of the double helix (DNA) The pioneering work of Rosalind Franklin; James Watson and Francis Crick discovered the double helix structure of our DNA 1958: DNA is made in a test tube for the first time Arthur Kornberg isolated DNA polymerase from bacterial extracts 1972: Recombinant DNA is created 1974: National Academy Moratorium on Genetic Engineering Experiments (dangers associated with these experiments) 1975: Merging of Myeloma Cells leads to revolutionizing modern genetic diagnostics and immunology treatments -After working separately on B cell experiments, scientists George Kohler and Cesar Milstein teamed up. Their work together led to the discovery that merging myeloma cells would lead to fast-reproducing antibody-growing cells Their discovery led to a complete change in modern diagnostic methods and treatments 1981: The first transgenic animal In 1981, Onio University became the first lab in the world to perform DNA microinjection on an animal. In this experiment, they created a transgenic animal (this simply means an animal that has had its DNA “spliced” with DNA from another animal). He and his team introduced DNA from a rabbit into a mouse This was a founding experiment in the world of transgenic animal experiments 1982: First genetically engineered human drug synthetic insulin 1986: The first recombinant vaccine for humans is approved (Hepatitis B) 1988: First BT corn appears in fields 1990s: Cloning and GMOs 1994: A tomato engineered to stay ripe is brought to market 1996: The cloning of Dolly the Sheep 2003: Began to sell GMOs as pers (Glofish) ARTIFICIAL SELECTION -breeds choose which organism to mate with to produce offspring with desired traits -they cannot control what genes are passed THREE TYPES OF ARTIFICIAL SELECTION: A. SELECTIVE BREEDING -when animals with desired characteristics are mated to produce offspring with those desired traits -passing of important genes to next generation Example: Champion race horses, cows with tender meat, large juicy oranges on a tree Examples of Selective Breeding: • Angus cows are bred to increase muscle mass so that we get • Egg-laying Hen produces more eggs than the average hen B. HYBRIDIZATION -two individuals with unlike characteristics are crossed to produce the best in both organisms Example: • Luther Burbank created a disease-resistant potato called the Burbank potato • He crossed a disease-resistant plant with one that had a large food-producing capacity • Result: disease-resistant plant that makes a lot of potatoes C. INBREEDING • breeding of organisms that genetically similar to maintain desired traits • it keeps each breed unique from others • Risk: since both have the same genes, the chance that the baby will get a recessive genetic disorder is high such as blindness, joint deformities GENETIC ENGINEERING TECHNIQUES • CLONING -making genetically identical organisms have genetically same component DOLLY THE SHEEPS • the first mammal to have been successfully cloned from an adult cell • formed by taking a cell from the udder (54 chromosomes) of her biological mother • cloned at the Roslin Institute in Scotland and lived there from her birth in 1996 until her death in 2003 when she was six • Dolly’s first lamb: BONNIE GENE SPLICING • piecing together segments of existing genes in a process called molecular cloning, scientists develop genes with new properties • scientists perform gene splicing in the lab and insert the DNA into plants, animals or cell lines • splicing and inserting genes in a plasmid ADVANTAGES 1. It allows for a faster growth rate 2. It can create an extended life 3. Specific traits can be developed 4. New products can be created 5. Greater yields can be produced DISADVANTAGES 1. Pathogens adapt to the genetic profiles 2. There can be negative side effects that are unexpected 3. The amount of diversity developed can be less favorable 4. Copyrighted genetic engineering can have costly consequences 5. This knowledge and technology can be easily abused. PLASMID -is a small circular DNA molecule found in bacteria and other cells -small stable and easy to manipulate • circular DNA in some bacteria and cells used for gene splicing • vector = plasmid • donor = any genes (e.g., GFP) RESTRICTION ENZYMES • cuts like scissors • open/cut plasmid DNA LIGASE • glue/paste •catalyzed the recombination in the plasmid USES OF GENETIC ENGINEERING 1. INDUSTRIAL – mass production of hormones and biofuels 2. AGRICULTURAL – herbicide, insectresistant plants 3. ANIMALS – disease mechanisms and food sources 4. MEDICAL – gene therapy DIVERSITY OF LIFE TAXONOMY -field of biology that identifies and classifies organisms is called TAXONOMY -biological classification system groups the most closely related organisms together CAROLUS LINNAEUS (18th Century) – published a system of taxonomy based on resemblance TWO KEY FEATURES OF HIS SYSTEM REMAIN USEFUL I. HIERARCHAL CLASSIFICATION -a system grouping species in increasingly broad categories TAXONOMY GROUP BROAD TO NARROW • domain • order • kingdom • family • phylum/division • genus • class • species II. A TAXON -taxonomy unit at any level of the hierarchy KINGDOMS OF ARCHAEA ARCHAEA • a type of single-cell micro-organisms that are often found in extreme environments such as hot springs, salt flats, and deep-sea hydrothermal vents. • they are distinct from bacteria and eukaryotes and are known for their ability to thrive in harsh conditions. FIVE CHARACTERISTICS OF BACTERIA • Unicellular • Prokaryotic • Microscopic • Lacking a Nucleus • Plasma Membrane KINGDOM OF FUNGI • absorbs nutrients • plays as decomposers • low light conditions • have a cell wall and the biopolymer chitin • heterotrophic and eukaryotic • they may be unicellular or filamentous • by spores • lack chlorophyll • stored food in the form of starch • chitin biosynthesis • tiny nuclei • no embryonic stage • sexual or asexual • certain fungi are parasitic • create a substance known as pheromine • largest organisms in the world (honey fungus) • glow in the dark • closer to animals than plants KINGDOM OF PLANTAE • known as the plant kingdom • one of the most diverse and widespread kingdoms on Earth METHANE-PRODUCING ARAHCAEA -they play key roles in carbon cycling, inhabit diverse environments, and have industrial applications like biogas production. KINGDOM OF BACTERIA BACTERIA • bacteria are small single-celled organisms. • are found almost everywhere on Earth and are vital to the planet’s ecosystem. PLANTAE -kingdom that encompasses all land plants and algae -this is the kingdom essential to life on Earth, providing food, oxygen, and habitats for a variety of organisms -this is the captivating kingdom, which includes organisms that are mainly characterized by the presence of cell walls • ability to photosynthesize or produce their own food • lack of mobility • ability to reproduce through spores or seeds • presence of complex cellular structures • diverse growth forms • presence of lignin • their ability to alter generations Plantae contain plant cells, which, on the other hand, contain cell walls made of cellulose, a complex carbohydrate that provides support and protection to the cells KINGDOM OF PROTISTA PROTISTA -it refers to a kingdom that includes a diverse group of eukaryotic microorganisms that do not fit into the categories of plants, animals, or fungi. -this kingdom considered a "grab bag" because it encompasses a wide range of organisms with different characteristics. CHARACTERISTICS OF PROTISTA • composed of eukaryotic cells • unicellular or multicellular • motility • diversity • they exhibit both autotrophs and heterotrophs mode of nutrition • cell wall • they produce both asexually and sexually • habitats • genetic diversity KINGDOM OF ANIMALIA • they can move and so have locomotion • they lack cell wall and plastids • they are heterotrophic since they cannot prepare their own food • they have excretory and sensory organs, as well as neurological system • reproduction is generally sexual BIOLOGICAL SPECIES CONCEPT; SPECIATION SPECIES – Latin word for “kind” or “appearance” – compares morphology, physiology, biochemistry, and DNA sequences THE BIOLOGICAL SPECIES CONCEPT -emphasizes reproductive isolation -species is a group of populations whose members have the potential to interbreed in nature and produce viable, fertile offspring - however, species do not breed successfully with other population REPRODUCTIVE ISOLATION -existence of barriers that impede two species from producing viable, fertile offspring. BARRIERS 1. PREZYGOTIC BARRIERS - Happens before formation of zygote (combination of fertilized sperm + eggs - Block fertilization from occurring by: a.) Impede different species from attempting to mate b.) Prevent successful completion of mating c.) hinder fertilization if mating is successful I. Habitat Isolation - two species encounter each other rarely, or not at all - species occupy different habitats, even if they are not isolated by physical barriers. example: Garter Snake -occurs in the same geographic areas -one lives in water other terrestrial example: Gryllus Genus -lives in close proximity, but due to different soil preference they become genetically isolated II. Temporal Isolation -species that breed at different times of the day season or year -result: cannot mix gametes example: Eastern & Western Spotted Skunk - North America - Geographic ranges overlap - Mates in lake summer & lake water example: Rana Aurora & Rana bayli - Breeds earlier in the year III.) Behavioral Isolation -courtship rituals and other behaviors unique to a species example: Blue – footed boobies - Gala pagos - Mate only after a courtship display unique to their species - Show off of male with bright blue feet IV.) Mechanical Isolation -successful mating is prevented by morphological difference example: Bradybaena Genus - Shells of the 2 species spiral in a different direction - Snail’s genetical openings are not aligned V.) Gametic Isolation -the sperm of one species may not be able to fertilize the egg of another species -sperm may not be able to survive in the reproductive tract of females BIOCHEMICAL MECHANISM -prevent the sperm from penetrating the membrane surrounding the other species' eggs -closely related species of aquatic animals example: Sea Urchins - Release their sperm and eggs into a surrounding water - Difficult for gametes of other species to use since proteins on the surfaces of eggs and sperm bind very poorly 2. POSTZYGOTIC BARRIER -happens after the formation of zygote -prevent the hybrid zygote from developing into a viable, fertile adult BARRIERS 1. REDUCED HYBRID VIABILITY (DEVELOPMENT) -genes of different parent species may interact and impair hybrid’s development example: Male Donkey + Female Horse = Mule -robust but strike example: Hunny = (Female Donkey + Male Horse) -sterile example: Zonkey - Male Zebra + Female Donkey Zedonk - Male donkey + female zebra 2.) REDUCED HYBRID FERTILITY - hybrid are vigorous but sterile (not fertile) - they cannot reproduce 3.) HYBRID BREAKDOWN - some first generation hybrids are fertile, but when they mate, offspring of the next generation are feeble/sterile LIMITATION OF THE BIOLOGICAL SPECIES CONCEPT - Biological Species Concept cannot be applied to fossil/asexual organisms - Biological Species Concept emphasizes absence of gene flow (Occurs between species) OHER CONCEPT OF SPECIES -emphasiszes unity within a species rather than the separateness of different species 1.) Morphological Species Concept - defines species by structural features - applied to sexual & asexual species but relies on subjective criteria 2.) Ecological Species Concept - Veins a species in terms of its ecological niche - applies to sexual & asexual species and emphasizes the role of disruptive selection 3.) Phylogenetic Species Concept - applies to sexual & asexual species - it can be difficult to determine the degree of difference required to separate species SPECIATION -occurs when a group within a species separates from other members of its species and develops its own unique characteristic TWO WAYS OF SPECIATION 1. ALLOPATRIC SPECIATION (“other country”) - gene flow is interrupted/reduced when population is divided into geographically isolated subpopulation -definition of barriers depends on the ability of a population to disperse EVIDENCE: a.) 15 pairs of sibling species of sibling shrimp (Alpheus) are separated by the isthmus of Panama b.) Species are originated 9-13 million years ago when Isthmus of Panama formed and separated the Atlantic & Pacific Ocean 2.) SYMPATRIC SPECIATION (“SAME COUNTRY”) - speciation takes place in geographically overlapping populations -may also occur in the evolution of animals but it is less common POLYPLOIDY a.) Polyploidy -presence of sets of chromosomes due to accidents during cell division b.) Autopolyploid -individual with more than 2 chromosome sets, derived from one species c.) Allopolyploid -species with multiple sets of chromosomes derived from different species ENTREPRENEURSHIP -is the mere creation of business • seeking opportunities • taking risks beyond security • having the tenacity to push an idea through to reality -is an integrated concept that persuades an individual business in an innovative manner ROBERT C. RONSTADT -the dynamic process of creating incremental wealth ENTREPRENEURSHIP -a dynamic process of creating incremental wealth -this wealth is created by individuals who assume major risks in terms of equality time, and/or career commitment to providing value for a product or service -the product or service itself may or may not be new or unique but the entrepreneur must somehow infuse value by securing and allocating the necessary skills and resources ENTREPRENEUR -a person who organizes and manages an enterprise especially a business, usually with considerable initiative -from French “entreprende”, meaning to undertake -an entrepreneur is someone who perceives an opportunity and creates an organization to pursue it. In the U.S. approximately 4% of the adult population is actually involved in starting a business at any given time. REWARD OF ENTREPRENEURSHIP • being your own boss • doing something you enjoy • being creative • setting your own schedule • having job security • making more money • being recognized in the community ESSENTIAL TO AN ENTREPRENEUR’S OPPORTUNITY SEEKING ENTREPRENEURIAL MIND FRAME allows the entrepreneur to see things in a very positive and optimistic light in the midst of crisis or difficult situations. Instead of being discouraged, the entrepreneur is able to use these problematic situations as inspiration to create something innovative. In fact, in Chinese writing, the word “crisis” is composed of two characters. The first character means danger while the second character means opportunity. ENTREPRENEURIAL HEART FLAME Is the great desire to attain a vision or fulfill a mission. It is about wanting something so much that a person would be willing to totally devote one’s self to the quest. Despite several setbacks or disappointments, the entrepreneur is not easily disheartened but rather driven toper persevere even more. ENTREPRENEURIAL GUT GAME This refers to the ability of the entrepreneur to sense without using the five senses also known as intuition. Somehow the entrepreneur just knows whether something will work or not without necessitating logical, systematic, and sequential thinking, The gut game also connotes courage or, in the local dialect, “lakas ng loob” (strong intestinal fortitude). SOURCES OF OPPORTUNITIES 1.) Change in the Environment -ideas arise when changes happen in the external environment • External Environment – physical, societal, industry environment 1.1 The Physical Environment includes a. Climate – weather conditions b. Natural Resources – such as minerals, forest, water c. Wildlife – includes all animals, that live in the wild 1.2 The Societal Environment includes various Forces like a. Political Forces – including all the basic rules and regulations that govern business b. Economic Forces – income level of employment role c. Socio-cultural Forces – customs, and lifestyle that characterize a society d. Environmental Environment – new invention and technology innovation 1.3 Industry environment or the business includes a. competitors b. customers c. creditors d. employees e. government f. supplier 2. Technology discovery and advancement -a person with entrepreneurial interests sees -bility in business opportunities in any new discovery or – of the use of the latest technology These are five forces competing within the industry • Buyer • Potential new entrants • Rivalry among existing firms • Substitute product • Supplier 1. BUYER – are the one that pays cash in exchange to your goods and service 2. POTENTIAL NEW ENTRANTS – destined as one who caters something 3. RIVALRY AMONG EXISTING FIRMS – rivalry is the state of situation in which people or groups computing with each other 4. SUBSTITUTE PRODUCT – means anything that takes the place or function pf another 5. SUPPLIERS PRODUCT – means anything that takes the place or function of another 6. SUPPLIERS – are the one who provide something needed or wanted 3. Government’s trust, programs, and policies -the primary, projects, programs, and policies of the government are also sources of ideas BASIC ELEMENT • target customers • needs opportunity • name of the product • name of the enterprise 4. People’s Interest -interests, hobbies, and preferences of people are men's source of entrepreneurial ideas VALUE PROPOSITION -must be truthful that will establish credibility 5. Post Expenses -expenses and skills developed by a person FORCES OF COMPETITION MODEL COMPETITION -it is the act of proves of trying to go or something UNIQUE SELLING PROPOSITION -refers to how you sell your product or service TIPS • Identify any rank the uniqueness of the product or service character • Very specific • Kep it starts and simple A. TARGET MARKET -aims to determine layers commons used 1.GEOGRAPHIC SEGMENTATION – total market is divide according to geographical location a. climate c. culture b. dominant ethnic group d. density 2. DEMOGRAPHIC SEGMENTATION – divided based on consumer a. gender e. education b. age f. religion c. income g. ethnic group d. occupation h. family size 3. PSYCHOLOGICAL SEGMENTATION – divided in costumers think find a. needs and wants e. knowledge b. attitude f. brand concept c. social class g. lifestyle d. personality 4. BEHAVIORAL SEGMENTATION – divided according to costumer behavioral pattern on their interact with a company a. perception d. benefits b. knowledge e. loyalty c, recreation f. response B. CUSTOMER REQUIREMENTS -thing or product that want able to be touched but customers can feel fulfillment • OUTPUT REQUIREMENT -tangible thing that can be seen, characteristic specification that a consumer express to be fulfilled in a product • MARKET SIZE -most critical task to calculate the market size COMMON COMPETENCIES IN ENTREPRENEURSHIP 1. DECISIVE -an entrepreneur must be firm in making decisions. 2. INNOVATIVE -must have a convincing power -constantly looks for new ideas, thus he needs to be creative 3. PROFIT POTENTIAL -must have the charisma to be obeyed by his employees 4. RISK BEARING -must have the ability to be the first to see business chances -entrepreneurs need to gamble but are wise enough to offset the risk 5. PROACTIVE -controlling a situation by making things to happen or by preparing for possible future problems 6. RISK TAKER -they have the courage to pursue their business ideas 7. ECONOMIC AND DYNAMIC ACTIVITY -entrepreneurship is an economic activity because it involves the creation and operation of an enterprise with a view to creating value or wealth by ensuring optimum utilization of limited resources COMMUNICATOR -an entrepreneur must have a convincing power. LEADER -an entrepreneur must have the charisma to be obeyed by his employees. OPPORTUNITY SEEKER -an entrepreneur must have the ability to be the first to see business chances. PROACTIVE -an entrepreneur can control a situation by making things happen or by preparing for possible future problems. RISK TAKER -an entrepreneur has the courage to pursue business ideas. INNOVATIVE -the entrepreneur has big business ideas and he does not stop improving and thinking of new worthwhile ideas for his business. TYPES OF ENTREPRENEURS 1. INNOVATIVE ENTREPRENEURS They are those who always make new things by thinking of new ideas. They have the ability to think newer, better, and more economical ideas. 2. IMITATING ENTREPRENEURS They are those who don’t create new things but only follow the ideas of other entrepreneurs. 3. FABIAN ENTREPRENEURS They are skeptical about changes to be made in the organization. They don’t initiate but follow only after they are satisfied. 4. DRONE ENTREPRENEURS They are those who live on the labor of others. They are die-hard conservatives even ready to suffer the loss of business. 5. SOCIAL ENTREPRENEURS They are those who initiate changes and drive social innovation and transformation in the various fields such as education, health, human rights, environment, and enterprise development. CAREER OPPORTUNITIES OF ENTREPRENEURSHIP 1. BUSINESS CONSULTANT - with the expertise of in the field of entrepreneurship, he can be a very good source of advices to other entrepreneurs and would-be businessmen. 2. TEACHER -a graduate of an entrepreneurship can use his knowledge in teaching. 3. RESEARCHER -the entrepreneur can be employed as a researcher by an enterprise. 4. SALES -the entrepreneurship graduate can apply as a salesman. 5. BUSINESS REPORTER -the entrepreneur being an expert in the field, can be employed as a business reporter. TYPICAL ENTREPRENEURIAL BACKGROUNDS AND EXPERIENCES -parents were entrepreneurs or self-employed -families encouraged responsibility initiative and independence -have tried more than one business venture -have relevant personal or career experience -become entrepreneurs RISK OF ENTREPRENEURSHIP • working long hours • having an uncertain income • being fully responsible • risking one’s investment CHARACTERISTICS OF SUCCESSFUL ENTREPRENEURSHIP • persistent • self-demanding • creative • self-confident • responsible • risk-taking • inquisitive • action-oriented • goal-oriented • enthusiastic • independent ESSENTIAL ENTREPRENEURIAL SKILLS • communication • math • problem-solving • technology and computer • decision-making • organizing and planning • teamwork • social • adaptability MARKET RESEARCH -can be defined as the process of gathering, analyzing, and interpreting the information about the products or the services to be offered for sale to the potential consumers in the market DATA COLLECTION -is the most valuable tool in any type of research study. Inaccurate data collection may cause mistakes and ultimately lead to invalid results. TIPS IN COLLECTING DATA •organize collected data as soon as it is available • know what message you want to get across then collect data that is relevant to the message • collect more data • create more data • take note of interesting or significant data SURVEYS -are the most common way to gather primary research with the use of questionnaires or interview schedules. These can be done via direct mail, over the phone, internet (e.g. Google) email, face-to-face, or on the Web (e.g. Skype or Viber). When designing or constructing your own research questionnaire, remember the following guidelines. • Keep it as simple as possible • Make sure it is clearly appealing and easy to read • Cluster or block-related questions • Move from complex questions to more specific questions • Make sure questions are concise and easily understood • Avoid questions that are difficult to answer • Make sure the response scales used are consistent with categories that are mutually exclusive INTERVIEW -is one of the most reliable and credible ways of getting relevant information from target customers. It is typically done in person between the researcher/entrepreneur and a respondent where the researcher asks pertinent questions that will give significant pieces of information about the problem that he will solve. -last for 15 to 40 minutes PERSONAL INTERVIEWS -are the traditional method of conducting an interview. It allows the researcher to establish relationships with potential participants and therefore gain their cooperation. It generates the highest response rates in survey research. They also allow the researcher to clarify indefinite answers and when necessary, seek follow-up information. Telephone interviews -are less expensive and less timeconsuming, but the disadvantages are that the response rate is not as high as the face-to-face interview, but considerably higher than the mailed questionnaire FOCUS GROUP DISCUSSION (FGD) -is an excellent method for generating and screening ideas and concepts. It can be moderated group interviews and brainstorming sessions that provide information on user’s needs and behaviors. -length session is between 90 to 120 minutes with 8 to 10 participants 7PS OF MARKETING MIX MARKETING MIX -controllable and connected variables that a company gather to satisfy a customer better than its competitor. Also known as Ps in Marketing. 1. PRODUCT -refers to any goods or services that are produced to meet the consumers’ wants, tastes and preferences. An example of goods includes tires, MP3 players, clothing and etc. Goods can be categorized into business goods or consumer goods. 2. PLACE -represents the location where the buyer and seller exchange goods or services. It is also called as the distribution channel. It can include any physical store as well as virtual stores or online shops on the internet. Once this is attained, the price can be higher than before. For example, if you are going to open a Beauty Salon you need to set your prices lower than those of your competitors so that you can penetrate the market. If you are already have a good number of market share then you can slowly increase your price. Channel 1 contains two stages between producer and consumer - a wholesaler and a retailer. A wholesaler typically buys and stores large quantities of several producers' goods and then breaks into bulk deliveries to supply retailers with smaller quantities. For small retailers with limited order quantities, the use of wholesalers makes economic sense. Channel 2 contains one intermediary. In consumer markets, this is typically a retailer. A retailer is a company that buys products from a manufacturer or wholesaler and sells them to end users or customers. In a sense, a retailer is an intermediary or middleman that customers use to get products from the manufacturers. Channel 3 is called a "direct-marketing" channel, since it has no intermediary levels. In this case the manufacturer sells directly to customers. 3. PRICE -is the amount or value that a customer gives up to enjoy the benefits of having or using a product or service. One example of a pricing strategy is the penetration pricing. It is when the price charged for products and services is set artificially low in order to gain market share. 4. PROMOTION -refers to the complete set of activities, which communicate the product, brand, or service to the user. The idea is to create awareness, attract and induce the consumers to buy the product, in preference over others. Advertising, Personal Selling, Sales Promotion, Direct Marketing, and Social Media are examples of promotion. 5. PEOPLE -are the ultimate marketing strategy. They sell and push the product. People are one of the most important elements of the marketing mix today. This is because of the remarkable rise of the services industry. Products are being sold through retail channels today. 6. PACKAGING -is a silent hero in the marketing world. -refers to the outside appearance of a product and how it is presented to the customers. The best packaging should be attractive enough and cost efficient for the customers. Packaging is highly functional. It is for protection, containment, information, utility of use and promotion. 7. POSITIONING -refers to a process used by marketers to create an image in the minds of a target market. Solid positioning will allow a single product to attract different customers for not the same reasons. For example, two people are interested in buying a phone; one wants a phone that is cheaper in price and fashionable while the other buyer is looking for a phone that is durable and has longer battery life and yet they buy the same exact phone. Brand Name is a name, symbol, or other feature that distinguishes a seller's goods or services in the marketplace. Your brand is one of your greatest assets because your brand is your customers' over-all experience of your business. Brand strategy is a long-term design for the development of a popular brand in order to achieve the goals and objectives. COMMONLY USED BRANDING STRATEGIES 1) PURPOSE "Every brand makes a promise. But in a market in which customer confidence is little and budgetary observance is great, it’s not just making a promise that separates one brand from another, but having a significant purpose,"(Allen Adamson). How can you define your business purpose? According to Business Strategy Insider, purpose can be viewed in two ways: a. Functional. This way focuses on the assessments of success in terms of fast and profitable reasons. For example, the purpose of the business is to make money. b. Intentional. This way focuses on fulfillment as it relates to the capability to generate money and do well in the world. 2) CONSISTENCY The significance of consistency is to avoid things that don’t relate to or improve your brand. Consistency aids to brand recognition, which fuels customer loyalty. 3) EMOTION There should be an emotional voice, whispering "Buy me". This means you allow the customers to have the chance to feel that they are part of your brand. You should find ways to connect more deeply and emotionally with your customers. Make them feel part of the family and use emotion to build relationships and promote brand loyalty. 4) FLEXIBILITY Marketers should remain flexible too in this rapidly changing world. Consistency targets at setting the standard for your brand, flexibility allows you to adjust and differentiate your approach from your competition. According to Kevin Budelmann, "Effective identity programs require sufficient consistency to be identifiable, but sufficient variation to keep things fresh and human," so if your old tactics don't work anymore, don't be afraid to change. It doesn’t mean it worked in the past it may still work now. 5) EMPLOYEE INVOLVEMENT It is equally important for your employees to be well versed in how they communicate with customers and represent the brand of your product. 6) LOYALTY Loyalty is an important part of brand strategy. At the end of the day, the emphasis on a positive relationship between you and your existing customers sets the tone for what potential customers can expect from doing business with you. 7) COMPETITIVE AWARENESS Do not be frightened of competition. Take it as a challenge to improve your branding strategy and craft a better value in your brand. CONTEMPORARY ART FORMS AND THEIR PRACTICES Contemporary arts come in different forms: • Fine arts – direct on contemporary painting, sculpture, and architecture • Visual arts – focus on installation art as New Media Arts; Public Art, the Art in outdoor space; Mixed Media, which combines different Art forms; Photography and Digital Works, the Technology-aided Art. • Performing arts – tackles the art of theatre and performance art, dance, and music. CONTEMPORARY FINE ARTS CONTEMPORARY PAINTING • most popular among fine arts • artist must still alive at present • it must connect itself to the issues and concerns of the society Different types in genre and in material: 1. Landscape Painting • most common among all types of painting by genre • painting of outdoor seen 2. Abstract Painting • most difficult among paintings • let viewers to think deeper and allow them to have their own interpretation 3. Figurative Painting • portrays pictures of actual images as seen in the real world • human images are commonly used as a subject 4. Watercolor Painting • one of the most primitive types of painting 5. Oil Painting • considered to be a great means to achieve a more convincing and realistic artwork • it is done on a canvas CONTEMPORARY PAINTING (Famous Examples) LANDSCAPE PAINTING Planting Rice (!949) Fernando Amorsolo Oil in Canvas ABSTRACT PAINTING San Francisco Arcade 1, 2014 Geronimo Cristobal Jr. FIGURATIVE PAINTING Michaelangelo’s Reproduction of Salvator Mundi Painting Bernardo Lira MODERN WATERCOLOR PAINTING Oldman guitar painting Dann Maca OIL PAINTING Under the mango tree (The Philippines 18921972) Fernando Cueto Amorsolo CONTEMPORARY SCULPTURE -molding of gods and heroes for a long time Four basic techniques: 1. Molding -an additive process 2. Carving -subtractive process -hard material is removed or carved by cutting or chipping away to form an image • Ramon Orlina, “Father of Philippine Glass Sculpture” 3. Casting -used to make the sculpture more durable and transferrable from one place to another without breaking 4. Assembling -easiest yet very creative technique where in different materials gather together to form a sculpture -an additive process that uses adhesive or any material used for adhesion to put together all materials to form a sculpture. CONTEMPORARY ARCHITECTURE -the architecture of today is very rich in style and in high technology CONTEMPORARY ARCHITECTURE (STYLES) 1. Environment • friendly architecture is a design that promotes environmental awareness through their style Example: the building of centrio mall in Cagayan de Oro City 2. Biomorphic • inspired by the features of a living thing CONTEMPORARY VISUAL ARTS INSTALLATION ART -an art form that requires a suited site for transformation of space to a desired effect Installation Art Types: 1. Interactive Installation Art • allows viewers or spectators to interact with the installation piece • viewers are an encourages to touch and give comment to an artwork 2. Conceptual Installation Art • focuses on the idea or concept • the installation exhibited objects and events that will lead to a concept that the artist tried to show 3. Technology-aided Installation Art • the use of technology in an installation art, like the use of light, sound and computer application 4. Performance Installation Art • an installation for theatre and dance which includes careful planning for the execution of movement of performers with the placement of materials, lights and sound. 5. Environmental Installation Art • shows environmental concerns • artists use this installation art to address to natural disasters and calamities PUBLIC ART -monuments of heroes, public and religious figures TYPES OF PUBLIC ART: 1. Commemorative Monuments • monuments of people or group of people who are considered to be heroes in history 2. Municipal Art • usually sculptures located in front of government establishment and academic institutions to instill nationalism and serve as historical landmark to Filipinos and suitors and educate the young ones 3. Community-based Art • community-based artistic activity with the use of different materials available in the area and interaction of people in the community and the artists. 4. Land Art • public art that interact with nature and the environment 5. Campaign-inspired Public Art • promotes idea by making the idea visible to everyone • usually set up at places where people are congested 6. Architectural Art • usually seen on malls or any enclosed concrete structures 7. Design-based Public Art • decorative and is often placed in parks and in outside commercial centers • the design usually harmonizes with the surroundings and infrastructure around the location • may be scripted, just live theatre or unscripted, spontaneous or planned, with or without participation of audience MIXED MEDIA ART -artworks done from mixed materials, any materials including commercial garbage THEATRE ART • an art that requires actors and actresses to connect to the audience to let them experience a real or imagined event through combination of gesture, speech, song, music, and dance, commonly done on stage and are scripted. Two techniques used in mixed media are: 1. Collage -a technique when cut out materials are parted on a flat surface that turn into a creative artwork 2. Assemblage -a technique of putting objects together by welding or adhesion in a new concept PHOTOGRAPHY Photography is of different types: 1. Photography and Reality -photography that depicts reality -most of its photographs depict true happenings or really exists in reality 2. Nature Photography -photographs of nature, landscape, and places we might not encounter in our lifetime 3. Photojournalism -a combination of photography and journalism -pictures are used to help the readers, view what is being narrated, live in many newspapers and magazines. 4. Photographic Alteration -the use of photographic devise to alter or edit images and add what is being desired in just one touch 5. Mobile Photography -photographs taken by a mobile phone CONTEMPORARY PERFORMING ARTS PERFORMANCE ART • an art done live to convey message in a limited time Styles that’s commonly seen in Philippine Theatre: 1. Realism • a style that shows actual situations that Filipinos are in • focuses on the problems and the reaction to socio-economic political issues encountered 2. Combination of Realistic and Nonrealistic Styles 3. The Brechtian Style • a style brought by German playwright, Bertolt Brecht • Brecht used devices to tell the audience that it’s just a theatre not true to life • a style that promotes audience’s reflective attachment and not emotional involvement 4. Musical Performance • a theatre art that uses music in expression of arts 5. Documentary Style • plays dealing with historical events and life story of a person 6. Short Plays • skits used by starter before jumping into something big • usually used by students and teachers as an activity to hook the interest of the student in a new lesson CONTEMPORARY DANCE -dance styles that have been popular in the Philippines were: 1. Disco Dancing -a dance style characterized by movement of the hip and pelvic 2. Hip-hop -a dance style that includes breaking, looking and popping • it is something made just happened or “freestyle” or spontaneous performance CONTEMPORARY MUSIC -music composition is a little bit complex for it involves mastery and skill to produce a melody LESSON 1. MUSICAL INSTRUMENTS • The Philippines has a unique history of musical instruments dating back to the precolonial period. • Music instruments, mechanisms that produce sounds, have been used for various purposes. In earlier times they were use as an adjunct to dance or to labor, courtship, marriage, and good harvest. In later civilizations, instrumental music was used for entertainment. • Present-day musicological studies follow the Hornbostel - Sachs classificatio, divide instruments into the following categories. • Idiophones • Aerophones • Chordophones • Membranophones • Electrophones IDIOPHONES -instruments the produce sound from the substance of the instrument itself (wood or metal) are classified as Idiophones. They are further subdivided into those that are struck, scraped, plucked, shaken, or rubbed. In the Philippines, there are metal and wooden (principally bamboo) Idiophones. AEROPHONES Include various types of flutes, panpipe, and pipes. The most widespread and numerous are the flutes which are bend-blown with the air stream directed into the open end of the tube. Lip valley notch flute: • Found in northern and southern Philippines • Known as paldong in the south and palendag in the north • Used for leisure, serenading, courting, or passing time Nose flute: • Found mostly in the northern Philippines • Known as Tongall (Kalinga), kaleleng (Bontok), and unguing (Ifugao). • Also found sporadically in some areas of the south CHORDOPHONES There are bamboo or wood-stringed instruments that may be struck plucked, or bowed. They include zithers, lutes, and bowed strings. Philippine zithers: • Resonating bodies made from bamboo tubes or half tubes • Found in nothern Luzon, Mindanao, and Palawan Two types: • Polychordal zithers with several strings encircling the tube. • Parallel stringed zithers with two strings on one side of the tube • Names include kolitong, kollessing, kulibet, saluray, sigitan, takul, tangke, togo, and pagang. MEMBRANOPHONES Sulibao and kimbal: • Bontok and Ibalol drums • Longitudinal • Deer skin heads on one end • Kimbal is taller, sulicao is shorter • Drum head is small • Played with palms of two hands Igugao libbit, ludag: • Conical drum with deer or goat skin • Played with a gong during harvest time Dabakan: • Large goblet-shaped drum The Philippines has so much to offer in the world in terms of arts, it has a gold mine of art. In the current days, it is called Contemporary arts. • Contemporary art forms, can be classified into 1. Choreography 2. Musical instrument 3. Literary and music composition 4. Visual design, and 5. Theatrical performances • There are hybrid arts that are produced today. • Contemporary artists tried to create something new out of what had already existed, and they tended to borrow, combine, and explore it. • They respond to the call for cultural diversity, technological advancement, and global influence. 8 MAJOR TYPES ACCODING TO THE CULTURAL SOURCES AND INFLUENCES I. Music of Indigenous Southeast Asian Filipinos: Harmony with the Creative Forces of Nature. II. Music of the Moros of Muslim Filipino Cultures: The Courtly Elegance of Islamic Unity III. Music of the Lowland and Folk Villages: The Way of the Fiesta IV. Music of Popular Sentiments: The Sanctity of the Home V. Music of the Concert Hall: The Autonomy of Music VI. Music of Mass Entertainment: The Consumerist Lifestyle VII. Music of Social Concern and Cultural Freedom: A Force for Social Transformation VIII. Music for National Identity: Being Filipino LESSON 2. VISUAL DESIGN STYLES 1. 3D This three-dimensional artwork gives the opposite illusion of a flat design. This is also characterized by the illusion of volume and mass, therefore looking like it occupies space. It is commonly used to create skeuomorphic designs, the idea of creating something to resemble a real-life object. 2. ABSTRACT An abstract is the style of creating a piece of art that is independent of the way it looks in the real world. 3. CLEAN AND MINIMALIST Minimalism is a style or technique that is characterized by sparseness and simplicity. It is the opposite of lavish and highly decorative styles and leaves its most basic form to communicate the message. 4. CONCEPTUAL ART Conceptual art is a sub-category of illustration and is a metaphorical depiction of a visual idea. This is considered as the fictional section of illustration. 5. FEMININE This is the opposite of masculine design, feminine style is usually characterized by details that stereo-typically attract female attention such as soft palettes, floral, and cursive writing. 6. FLAT This type of style be considered as a subcategory of the minimalist look; it employs minimal use of colors and shading for a visually pleasing aesthetic. 7. FUN AND PLAYFUL This is a design style that inspires fun and usually gives off an informal, rather than rigid, impression. 14. PHOTOREALISM Photorealism is a form of illustration where the designer closely matches it to the original image or photo as much as possible. 8. GEOMETRIC This style derived from the idea of geometry, this style is characterized by heavy use of straight lines and shapes. The typical geometric design can comprise rectangles, squares, and triangles. 15. PROFESSIONAL/CORPORATE This professional design style is usually characterized by muted colors, and minimal details to represent conservative ideas. This style is typically employed by organizations that want to make formal impressions on their target audience. 9. GRUNGE This is sometimes considered as a subcategory of the vintage style, grunge evokes the darker, gritty, and cool style of the 1990s. 10. ILLUSTRATED This illustration style is derives from the interpretation or visual explanation of a text, concept, or process. There are plenty of subcategories under illustration, among them conceptual art and photorealism, which are also explained on this page. 11. LUXURIOUS A luxurious design style evokes the idea of indulging in extra comforts or pleasures additional to the necessary standard of wellbeing. The use of rich colors such as gold helps achieve this idea of luxury. 12. MASCULINE The masculine design style is stereo-typically appealing to men. Details in masculine design may include simple lines, monochromatic theme (black and white) and “rugged texture. 13. ORGANIC AND NATURAL Organic design is a style that takes the flowing natural forms of reality and is characterized by continuous lines and dynamic curves. 16. TYPOGRAPHIC A typographic style utilizes the modification of fonts. It is the design of the written words to evoke a response in target audience. For logos fonts need to be uniquely modified. 17. VINTAGE/RETRO This vintage or retro (short for “retrospective”) is a style that is derivative of trends from the recent past. Some popular vintage styles include Victoriana, steam punk, and Bauhaus between the 1920s and the 1930s. LESSON 6. THEATRICAL PERFORMANCE -is the staging and execution of a production like drama, opera, festivals, and the like. This pertains to a public presentation of a dramatic or musical entertainment. It involves much teamwork that includes the producer, the director, the cast, and the crew of workers. Whether traditional digital multimedia innovative or alternative is a vital part of any performance. CONTEMPORARY THEATRICAL PERFORMANCE -is experimental innovative and interdisciplinary going beyond theater and other art forms like puppetry cinema and sculpture. It also goes out to other disciplines like psychology and the social and political sciences. PETA’s RAK OF AEGIS -is one example of contemporary theatrical performance. This is a musical tribute to the Filipino 90’s band Aegis. It used the integration of music theater, and dance to create a hybrid piece of art. The elements of dramatic theatrical performance are: 1. Plot - is the main events of a play, novel, movie, or similar work, devised and presented by the writer as an interrelated sequence. 2. Character - is a person in a novel, play, or movie. 3. Thought - is the action or process of thinking. 4. Language or diction - refers to the writer’s or the speaker’s distinctive vocabulary choices and style of expression in a poem or story. Language definition, a body of words and the systems for their use common to a people who are of the same community or nation, the same geographical. 5. Song or Music - refers to the speaking, dancing, and singing part in the performance. 6. Spectacle - is an event or scene regarded in terms of its visual impact. 7. Director - is a person who supervises the actors, camera crew, and other staff for a movie, play, television program, or similar production. 8. Playwright - is also known as dramatist, is a person who writes plays. 9. Theater Space - (with a focus on Proscenium, Thrust Stage, Theatre in the Round, Black Box Theater). The Four basic theatre stages are the following: 1. Proscenium - the Proscenium Arch was the most common form of theatre building in the 18th and 20th centuries. The “Arch” acts like a picture frame through which the action can be seen. 2. Arena or circle stage - in theatre and performing arts, the stage is a designated space for the performance, and the audience is located on all four sides of the stage. 3. Thrust stage - is a stage that extends into the auditorium so that the audience is seated around three sides. 4. Created and Found - is a stage that can also be improvised wherever a suitable space can be found. According to Nicanor Tiangson, most of the Original plays of today were written for literary contests or evolved through workshops or created for semiprofessional companies, student drama organizations and numerous community theatre groups all over the country. LESSON 7. CONTEMPORARY ARTS CONTEMPORARY -is existing or happening in the present time period. It is also a fluid term and its use can change depending on the contexts. ARTS -is a highly diverse range of human activities engaged in creating visual, auditory, or performed artifacts or artworks that express the author’s imaginative or technical skill, and intended to be appreciated for their beauty or emotional power. -is also an express on or communication of emotions and ideas exploration and appreciation of formal elements for their own sake or to serve as representation. It can be situated in historical, stylistic, and cultural terms. -is an act of expressing feelings, thoughts, and observations. CONTEMPORARY ART -the art of today -art made and produces by artists living today -the art that springs out the present-day events and passions of the society -produced by the 21st century artists living in the postmodern age -mirrors present culture and society -never fixed but open to many responsibilities CONTEMPORARY ARTS AGAINST MODERN ART Modern art is not the same with contemporary art. Today, Modern Art is considered as “traditional” compared to Contemporary Art. Modern art exist in 1800s The postmodernism then gave birth to what we know as contemporary art. Many people believe that contemporary art is more socially conscious than modern art. DISASTER -sudden event that seriously disrupts the functioning of a community, and causes losses and impacts (human, material, economic, environmental) that exceeds the ability of the affected to cope using its own resources TYPES OF DISASTER 1. Natural Disasters -consequence when a natural hazard affects human and/or the built of environment 2. Man-made Disasters -events that are caused by humans and occur in or close to human settlements (IFRC) THREE CATEGORIES OF DISASTERS 1. Technological/Industrial Disasters -unregulated industrialization and inadequate safety standards increase the risk for industrial disasters Examples: leaks of hazardous materials: accidental explosions, bridge or road collapses, or vehicle collisions; power cuts 2. Terrorism/Violence -the threat of terrorism has also increased due to the spread of technologies involving nuclear, biological, and chemical agents used to develop weapons of mass destruction Examples: bombs or explosions; release of chemical materials; release of biological agents; release of radioactive agents; multiple or massive shootings; mutinies 3. Complex Humanitarian Emergencies -humanitarian emergency resulting from n international or civil war -in such situations, large numbers of people are displaced from their homes due to the lack of personal safety and disruption of basic infrastructure including food distribution, water, electricity, and sanitation, or communities are left stranded and isolated in their own homes unable to access assistance Example: conflicts or wars and Genocide the deliberate killing of a large of people, especially those of a particular ethnic group or nation Disaster impact includes: 1. loss of lives 2. injuries 3. diseases 4. other negative effects on human physical, mental, and social well-being 5. damage to properties 6. destruction of assets 7. loss of services 8. social and economic disruption 9. environmental degradation RISK FACTORS -processes or conditions, often development related that influence the level of disaster risk by increasing levels of exposure and vulnerability or reducing capacity The following are also taken into consideration when risk factors underlying disaster are involved: SEVERITY OF EXPOSURE -which measures those who experience disaster first-hand which has the highest risk of developing future mental problems, followed by those in contact with the victims such as recue workers and health care practitioners and the lowest risk are those most distant like those who have awareness of the disaster only through news GNEDER AND FAMILY -certain gender suffers more adverse effects depending on the disaster. This worsens when children are present at home material relationships are placed under strain. AGE -adults in the age range of 40-60 are more stressed after disasters but in general, children exhibit more stress after disasters than adults do. ECONOMIC STATES OF COUNTRY -evidence indicates that severe mental problems resulting from disaster are more prevalent in developing countries like the Philippines, it has been observed that natural disasters tend to have more adverse effects in developing countries than do man-caused disasters in developed countries people, poverty, and disasters risk are increasingly concentrated in cities Factors which underline disasters: 1. Climate Change -can increase disaster risk in a society of ways by altering the frequency and intensity at hazard events, affecting vulnerability to hazards and changing exposure patterns. The Huma Effect of Natural and Man-made Disasters 1. Displaced Populations - One of the most immediate effects of natural disaster in population displacement - when disaster comes people need to abandon their homes and seek shelter in others region - large influx of refugees can disrupt accessibility of health cores and education as well as food and water 2. Environmental Degradation -changes to the environment can influence the frequency and intensity of hazards, as well our exposure and vulnerability to these hazards. 3. Globalized Economic Development -it results in an increased polarization between the rich and poor on a global scale -currently increasing the exposure of assets in hazard prone areas globalized economic development provides an opportunity to build resilience if effectively managed 4. Poverty and Inequality -impoverished people are more likely to live in hazard-exposed areas and are less able to invest in risk-reducing measures -the lack of assets in insurance and social protection means that people in poverty are often forced to use their already limited assets to buffer disasters losses, which drives them to further poverty 5. Poorly Planed and Managed Urban Development -a new wave of urbanization is unfolding in hazard-exposed countries and with it, new opportunities for resilient investment emerge 6. Weak Governance -weak governance zone are investment environments in which public sector actors are unable or unwilling to assume their roles and responsibilities in protecting rights, providing basic services, and public services. 2. Health Risk - aside from previous immediate danger secondary effect can be just as damaging - severe flood can result in stagnant water that allow breeding od waterborne bacteria and malaria carrying mosquito - without emergency relief from international aid organizations another, death tolls can rise even after immediate danger passed 3. Food Scarcity - after natural disaster affect the food supplies thousand of people are hungry because of loss of agricultural supplies resulting to high prices reducing purchasing power 4. Emotional Aftershock - natural disater can be traumatic for young children confronted with scene of distraction And death of others. Many develop post traumatic stress disorder (PTSD) – a serious physiological disorder resulting extreme trauma THE DIFFERENT PERSPECTIVES OF DISASTER feelings, and behavior during and after the disaster PHYSICAL PERSPECTIVE • Natural disasters generally affect the infrastructural facilities, and agricultural productivity and even lead to loss of life and cause damage to property • Various factors influence the effects of a disaster on a country among them are the magnitude of the disaster, the geography of the area affected, and the recovery efforts directed toward reducing the immediate effects of a disaster. Socio-Cultural Effect of Disasters • disruption of social relationships and personal connections Effects of Physical Disasters -Injuries -Physical disabilities or illness -Problems in sanitation -Damage in infrastructure Economic Effects of Disasters -loss of life -unemployment -loss of property -loss of household articles -loss of crops -loss of public infrastructure PSYCHOLOGICAL PERSPECTIVE • Victims of disasters may suffer from PostTraumatic Stress Disorder (PSTD) and other serious mental health conditions. Psychological affects of a Disaster -disaster hopelessness -intrusion/avoidance -hatred/revenge -dependence/insecurities -grief/withdrawn/isolation interpersonal affects -guilt, feeling of happiness -lack of trust SOCIO-CULTURAL PERSPECTIVE The culture of “malalampasan din natin ‘to” and “bahala na ang Diyos” believes give hope to most Filipino amidst a disaster. Such a perspective helps those who belong to the marginalized sector to be hopeful and continue fighting against the challenges at hand. • traditions, belief systems, and practices in a society influence people’s values, attitude, ECONOMIC PERSPECTIVE • Disasters affect the economic condition of a community because they reduce local and international trade. • Partially or totally paralyze a country’s transportation system, just like what happened in the COVID-19 pandemic. POLITICAL PERSPECTIVE • Just as vulnerability to disasters is mediated by the political system of a country, disasters can have major consequences for political stability and political legitimacy (Hornhager, 2017). • Agencies of the government have a significant role to play in directing disaster preparedness, prevention, and recovery. Political Effects of a Disaster -Political who have trust in political institution will assess the government’s risk assessments as credible and accept their hazard policies (Johnson, 1999) -Low level of trust in public institutions therefore means that citizen may ignore the recommendations and disregard the information provided by these institutions (McCaffey, 2004). -If individuals are confident that they will receive sufficient aid from the government when a disaster occurs, they might not be motivated to take measures on their own (King and Kang, 2000). BIOLOGICAL PERSPECTIVE • Biological disaster involves microorganisms (bacteria, virus). • Biological disasters can wipe out n entire population at short span of time. (a) Epidemic Level: Biological disaster affects large numbers of people within a given community or area. Ex. Dengue (b) Pandemic Level: Biological disaster affects a much large region, sometime spanning entire continents or the globe. Effects of Biological Disaster -loss of life -public demobilization -unemployment -negative economic effect -hunger VULNERABILITY -is determined by the factors or process which increase the susceptibility of an individual, a community, assets or systems to the impacts of hazards. (UNDRR, 2017) PHYSICAL VULNERABILITY -includes population density levels, the place of a settlement, the site design, and materials used for infrastructure and housing. SOCIAL VULNERABILITY -happens due to inability of people, organization, and societies to prevent severe effects from hazards because of the expected behavior in social interactions, institutions, and system of cultural values. • poverty, minority status, people without vehicles, people with disabilities, older adults, and people with limited English proficiency ECONOMIC VULNERABILITY -is based on the economic status of individuals, communities, and nations. The poorer the country, the more vulnerable to disasters because they lack the funds and resources. ENVIRONMENTAL VULNERABILITY -is caused by natural resource depletion and destruction. Organisms like humans, animals, and plants are all dependent on the environment for survival. The Philippines has high vulnerability due to the following reasons: • It lies in the Pacific typhoon belt and we are visited by an average of 20 typhoons every year. • Rugged nature of the landscape makes it vulnerable to landslide, mudflows, and other disasters. • It is an archipelago country with many small islands where some areas at below sea level. • It has the longest shoreline in the world at 32,400 km making it vulnerable to storm surges. ELEMENTS AT RISK All objects, persons, animals, activities and processes that may be adversely affected by hazardous phenomena, in a particular area, either directly or indirectly. GENERAL CLASSIFICATION OF ELEMENTS AT RISK PHYSICAL ELEMENTS • Building: Urban land use, construction types, building height, building age, total floor space, and replacement costs. • Monuments and cultural heritage ESSENTIAL FACILITIES • Emergency shelters, schools, hospitals, police stations TRANSPORTATION FACILITIES • Roads, railway, metro, public transportation systems, harbor facilities, airport facilities - arise through the interaction of natural processes and human activities Ex: Pollution or desertification, smog, fog LIFE LINES • Water supply, electricity supply, gas supply, telecommunications, mobile telephone network, sewage system. 3. TECHNOLOGICAL (MAN MADE) HAZARD - these arise directly as a result of human activities Ex: accidental release of chemicals POPULATION • Density of population, distribution in space, distribution in time, age distribution, gender distribution, handicapped, income distribution ECONOMIC ACTIVITIES • Spatial distribution of economic activities, input-output table, dependency, redundancy, unemployment, economic production in various sectors ENVIRONMENTAL ELEMENTS • Ecosystems, protected areas, natural parks, environmentally sensitive areas, forests, wetlands, aquifers, flora, fauna, biodiversity HAZARD HAZARD – is a dangerous phenomenon, substance, human activity or condition. It may cause loss of lives, injuries or other health impact and more - A natural event that has the potential to cause harm or loss MAJOR CLASSIFICATION OF HAZARD 1. NATURAL HAZARD - arise from natural processes in the environment Ex: earthquake, tsunami. Landslide 2. QUASI-NATURAL HAZARD WORKPLACE HAZARD 1. SAFETY HAZARDS - anything that can cause spills or trips, such as cords running across floor or ice 2. BIOLOGICAL HAZARDS - known as biohazard, can be anything biological substance that could cause harm to humans Ex: Blood and other body fluids, fungi or molds, bacteria and viruses, insects bites 3. PHYSICAL HAZARD - are factors or condition within the environment that can harm your health Ex: Radiation, High exposure to sunlight and radiation, gases under pressure, extreme temperatures, constant loud noise 4. CHEMICAL HAZARD - are hazardous substance that can cause harm Ex: Paint, Acid, Solvent, Gases 5. ERGONOMIC HAZARD - are result of physical factors that can result in musculoskeletal injuries 6. PSYCHOSOCIAL HAZARDS - are anything that could cause psychological harm Ex: Stress, Fatigue, Bullying, Violence TYPES OF SAFETY SIGNS AND SYMBOLS 1. PROHIBITION SIGN - means a safety sign prohibiting behavior likely to cause risk - COLOR RED 2. MANDATORY SIGN - gives a positive instruction - tells you what to do rather not to do - COLOR BLUE 3. WARNING SIGN - indicates potential hazard, obstacle, or condition regarding special attention - COLOR YELLOW TWO TYPES OF VOLCANIC ERUPTION 1. VIOLENT ERUPTION - lava is flowing out of the volcano 2. EFFUSIVE ERUPTION - magma has been blown out to pieces VOLCANIC HAZARDS - Phenomena arising from volcanic activity that pose potential danger 1. LAVA FLOWS - stream like flow of incandescent molten rocks erupted from the crater - very viscous 4. INFORMATION ABOUT SAFETY CONDITION SIGNS - tells people about safety place to go -COLOR GREEN 2. ASHFALL OR TEPHRA FALL - shower of airborne fine to course grained volcanic particles 5. FIRE SAFETY SGNS - fire exits, safety warning signs, firefighting equipment - COLOR RED 3. PYROCLATIC FLOWS AND SURGES - turbulent mass of ejected fragment of volcanic materials mixed with gases that floe down a slope at a very high speed 6. SAFETY LABELS - Gives alert - provide instant safety reminder for your facility 4. LAHARS -rapidly flowing thing mixture of volcanic sediments and water COLOR AND MEANINGS RED – DANGER ORANGE – WARNING YELLOW – CAUTION BLUE – NOTICE GREEN – SAFETY FIRST VOLCANIC HAZARDS 5. VOLCANIC GASES - gases and aerosols released into the atmosphere 6. DEBRIS AVELANCHES OR VULCANIC LANDSLIDE - massive collapse if a volcano triggered by an earthquake 7. BALLISTIC PROJECTILES - volcanic materials directly ejected from the volcano vent with force and trajectory VOLCANO 8. TSUNAMI - sea waves or wave strains that are generated by sudden displacement of water SIGNS OF VOLCANIC ERUPTION PRECAUTION OF IMPENDING VOLCANIC ERUPTION Increase in frequency of volcanic quakes with rumbling sound Increase streaming activity: change in color of steam Crater glows due to presence of magma Localized landslides Increase in the extent of frying up of vegetation around the volcano Increase temperature of hot springs Variation in the chemical content Drying up of spring Development of new thermal areas PHREATIC ERUPTION - Explodes without warning - Steam blast eruption ASSESMENT OF VULCANIC STATUS GROUND DEFORMATION - Surface change in volcano due to the movement of magma below the surface TOOL USE: - Electronic Distance Meter (EDM) - Global Position System (GPS) GEOCHEMISTRY - Direct measurement of temperature and chemistry of ground water TOOL USE: - X-RAY - FLOURESENCE - COSPEC WITH FLYSPEC ScanDOAS CO2 FLUX METER SEISMIC ACTIVITY/SEISMICITY/VOLCA NIC EARTHQUAKES - Used to detect occurrence of volcanic earthquakes EARTHQUAKES MAGNITUDE - Based on seismograph INTENSITY - Strength of an earthquake experience by people scale PEOPLE AND PROPERTY ARE AFFECTED BY: Unsafe location Poor construction People don’t believe or know People don’t know how People don’t know what to do Lack of timely and proper response 5 EARTHQUAKES REALATED HAZRDS 1. GROUND RUPTURE 2. GROUND SHAKING 3. LIQUEFACTION 4. EARTHQUAKE – INDUCED LANDSLIDES 5. TSUNAMI POTENTIAL EARTHQUAKE HAZARDS AND THEIR SAFETY EARTHQUAKE - Feeble shaking to violent rumbling of ground produced by sudden displacement id rock materials below the earth FOCUS “HYPOCENTER” - Point inside the earth where earthquake started EPICENTER - Points on the surface of the earth directly above the focus 2. DISTANT TSUNAMI - can travel 1 – 24 hours before reaching nearby country TYPES OF EARTHQUAKES TECTONIC EARTHQUAKE COLLAPSE EARTHQUAKE VOLCANIC EARTHQUAKE EXPLOSION EARTHQUAKE PHIVOLCS (Philippine Institute of Volcanology and Seismology) - The organization responsible for mitigating disaster related in earthquake and volcanic eruption FAULTS - Fraction zones of weakness whose movement or displacement has occurred or may occurred again ACTVE FAULTS - Has historical contemporary seismicity - Has evidence of fault slip on displaced rocks or landform TSUNAMI - Giant sea waves resulting by disturbance of ocean floor caused by earthquake, vulcanic eruption, landslide STORM SURGES - caused by typhoon or tropical cyclone TWO TYPES OF TSUNAMIS 1. LOCAL TSUNAMI - affected coastal areas within 100km AGENCY REPONSIBLE PHIVOLCS PTWC (Pacific Tsunami Advisory Center) Northwest Pacific Tsunami Activity Center) SIGNS OF TSUNAMI String shaking and earthquake Sea withdrawing or rapid change in sea level Different rumbling sound by incoming waves SWIMMING SWIMSUIT -proper attire for swimming purposes RASH GUARD -swimming attire that protects the upper body against sunburn GOGGLES -keeps water out of your eyes as you swim and allows you to see underwater easily SWIMMING CAPS -covers hair, keeps it away from your face, especially your eyes when swimming KICKBOARD -a floating device that helps in practicing and mastering leg actions and strokes FACTORS/CONDITIONS TO CONSIDER SAFE PLACE TO SWIM 1. The water should be clear and free from pollution. 2. The bottom should be free from any hole; hidden obstructions such as rocks or any sharp objects. 3. There are personnel who supervise and watch over the swimmers. 4. There are rescue equipment or devices in case of emergency. DANGER IN SWIMMING DROWNING -is one of the sudden accidents experienced by a person who has no knowledge of basic water safety. -defined by WHO as the process of experiencing respiratory impairment from submersion/immersion in water. COMPETITIVE SWIMMING MUSCLE CRAMPS SWIM FINS OR FLIPPERS Loosen and strengthen your ankles. Used to give the extra power, most helpful to those who have trouble getting propulsion or momentum from their kicks. HAND PADDLES Help in practicing arm action once having learned how to do a good stroke PULL BUOY Guides body in the correct position when exercising the arm. Its purpose is to develop strength in the arm when pull BASIC WATER SAFETY 1. Swimming alone is not advisable. 2. Be aware of water conditions. • Be cautious when diving. • Check the depth of any water before jumping. CRAMPS -are sharp muscle spasms that can be painful and annoying. -happens when a group of muscles suddenly contract, normally, at these body areas: foot, calf, and thigh. STOMACH CRAMP -considered as more dangerous than the muscle cramps. Usually caused by swimming strenuously in cold water on a full stomach. If the pain is very bad, you should perform the back float always keep your head above the water, and call for help. Try to do the following. 1. Contract and relax the stomach muscles while breathing deeply at the same time; or 2. Bend your knees to the chest, then straighten them again; or 3. Gently knead the stomach muscles with one or both hands. EXHAUSTION -simply loss of energy and the inability to make necessary movements to keep afloat and make progress through the water PANIC -sudden, unreasonable and overwhelming fear that destroys a person’s capacity for self-help CURRENT -are the flowing movement of a large volume of water seeking its own level
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