BBC Adaptation to Convergence

BBC Adaptation to Convergence Examine and evaluate how one media organisation has adapted to convergence: BBC. Across the media, many media organizations have responded and adapted to convergence through welcoming multi-media platforms to help with spreading their content. In this essay I will be discussing how the BBC has adapted to convergence and the outcome of it all. What is convergence? Convergence is when different of forms of media platforms come together to make a huge multi-platform to give the ability to distribute content to many people. Convergence has become both technological as well as social, the audiences play such an important role in making sure that content is distributed widely across the different platforms. The World Wide Web has been one of the most important contributors to the huge phenomenon of media convergence. Over time it has developed so much that is has allowed a huge range of media related platforms such as video, print and audio to be accessible and available from anywhere. The internet has definitely changed a lot about the way that audiences now absorb and access all this information. Moreover, one main aspect of convergence which has become really popular is mobile. It has allowed any information to reach the hands of anyone using a handheld mobile which has internet on it. For example, many companies and organizations such as the BBC and Channel 4 News have started to change the way that they present their content, making sure that they use short and straight to the point headlines which is directed to audiences who are always on the go. This is simply because companies want to make sure that their content is accessible anywhere and at any time to make sure they keep aud ience satisfaction rates high, as well as making sure that audiences are always up to date with headline news that is happening all over the world. However, one thing which has helped things go further is obviously the internet. The internet has allowed the use of visual clips and images to act as the story teller of most of the headlines. Most websites that people visit using their mobiles, the BBC being one of them, they use photographs to tell the story of certain events. The photos usually have a small caption under them to briefly explain the picture, however, the image is the one that does most of the story telling. Photographs are a benefit for audiences who use handheld devices and smart phones because it allows them to see the image clearer and get a feel of what they are going to read about rather than reading through several lines. Also, looking at the videography side, most websites now allow audiences to watch a live stream of the channel. This makes sure that more audiences are able to view the content of the BBC anywhere. The news organizations are not the only ones to take advantage of this, radio stations as wel l as social networking sites have too. Another company which uses convergence in this way is YouTube. YouTube is known to be a huge media platform in which people are able to upload videos accessible to millions of people all around the world. The BBC has a channel on YouTube which uploads videos of headline news for people that have missed the live stream and want to watch it again. This is another example of convergence. Development of multi-media platforms. In order for the BBC to gain full benefits of adapting to convergence, they have to take the advantage of migrating to multi-media platforms. For example, a famous strategy used by the UK television industry is called (360 degree commissioning). This is simply at the early stage of getting all the content together and making sure that there is a potential consumer value, once this is agreed on, the television industries return all the content to their audiences through a variety of media platforms, for example, mobile, online and so on. Another strategy used by television industries is the simple and basic use of websites and many other digital platforms to help put themselves out there. The main question to ask is if media industries are benefitting from being able to spread their content across various platforms. To dissect this question, it is best to look into the development of convergence and to look at audience feedback after convergence was used by the media industry. The benefits of convergence and how the BBC have adapted to it. The clear and obvious benefits of multi-media platforms are simply economic, it helps various companies and organizations in their content being distributed to so many audiences and making sure that the content is consumed across these platforms. Another main benefit is popularity. Organizations depend a lot of multi-platforms to make sure that the name of their company and their credibility is maintained. Considering that so many people now days have smart phones and have easy access to the internet on the go, it is easy for companies to make sure they are recognized through apps, websites etc†¦ The BBC uses multi-media platforms in the sense that they have apps in mobile phones that people can access so easily, they have made mobile friendly websites as well as making it possible for people to get notifications of any news that has just taken place. This is a great example of how the BBC uses convergence to their advantage. Another way in which the BBC uses convergence is through the huge development of devices such as media players and mobiles. The development of these digital platforms, with the internet being the main principle, it means that it has become so easy for content that the BBC has produced to be circulated and consumed by audiences all over the world. With the growth of social networks such as Twitter and Facebook, this makes it even easier for audiences to access information about the BBC and all the news that is up to date. The BBC have both an official twitter account as well as a Facebook account to make sure they are reached by as many people as possible . Mass audiences are able to be reached easier by all these big industries through the use of convergence. Through digitization, it has been very easy to reformat content from several media platforms therefore creating a better economic advantage for industries. The creation of multimedia platforms has allowed a great amount of digital distribution, therefore, more audiences can access a variety of content on the internet. This creates a huge knowledgeable platform for industries because people will know who they are simply because they are able to access their content on the go. An example which shows how the BBC have adapted to convergence is the availability of the BBC iPlayer. The BBC iPlayer is a service that allows audiences to catch up with any content they have missed. The BBC iPlayer was launched and made available to the public in 2007. Since then, it has become very popular and is used a lot by viewers. Another example of convergence of the BBC is simply television. All the adverts that people see on their TVs’ now days all involve social networking in one way or another. Nearly every industry whether it be news or music, they all have some sort of social networking account in which all their audiences/fans, can keep up with all the industries information or simply content they have missed. Furthermore, a key example of how the BBC have adapted to convergence in through the creation of their BBC radio station. By introducing BBC radio, the corporation has undoubtedly increased their audiences in terms of numbers, particularly to include those who are unable to view the television live stream because they are always on the move, as well as those from different socio-economic backgrounds (i.e. lower class families.) Disadvantages of convergence. Another disadvantage of convergence for companies such as the BBC would be cost-effectiveness. This simply means that providing their services and content through different mediums would incur extra costs for the corporation therefore potentially harming their profit margins. Many organizations and companies such as the BBC struggle a lot in making any revenue from putting their content on the internet. Considering that many broadband companies have emerged in recent years, it has made it even easier for people to undertake illegal streaming therefore creating a threat to most television companies and their economy. Moreover, the whole idea of being able to access any content from any industry on the internet has made it economically difficult for companies such as the BBC. The internet has made it hard to place payment schemes on mainstream information. Many of these disadvantages have been discussed in Rupert Murdoch’s article about the newspaper industry and how newspaper organizations should start putting payment schemes in order to gain some sort of revenue from their content. What the BBC could do better. When discussing convergence and how the BBC adapted to it, there are a few improvements that the BBC could make to maximise their potential ratings. A step that the BBC could prosper to take would be payment schemes. This would allow the organization to charge viewers for a service that gives them the option to watch content that they have already missed through the live stream. In doing this, the BBC as an organization would increase their revenue allowing them to expand and offer further content to audiences. Nonetheless, this is merely a suggestion and one of many paths the BBC could take to exploit the use of convergence. Conclusion. Many companies if not most, have thought of going ahead with digitalization initiatives. All industries now have websites and several marketing techniques that do not include social media. Social media is obviously known to be a very important component of any marketing technique, however, digitalization must go further than just social media. Digitalization has changed so fast in such a small period of time that it is believed that in years to come, it will be deemed as a usual strategy to use when thinking about your company. This is critical in order for companies such as the BBC to make sure they are ahead of everyone else and that they are able to learn new things from digitalization. Considering that most things have now become digital, it is clear to see that the world is changing rapidly because of this. It is important for popular companies like the BBC to support the means of digitalization and to accept that it is of a benefit than it is a setback. Saying this, some organi zations may feel that the digital scheme may not work for them, therefore it is smart to check the overall capability of it all before applying the strategy. Overall, the BBC has gained more than it has lost through adapting to convergence because the company now has such a huge platform for people to interact and share their content worldwide and make sure they are recognized by many people. Referencing. unknown. (2011). what is media convergence. Available: https://mconvergence.wordpress.com/about/. Last accessed 02 may 2015. Sanaz Fallahkhair. (unknown). An architecture for iTV and mobile phone based interactive language.. Media convergence. 1 (1), 1-6. Robin Foster Tom Broughton. (2012). PSB prominence in a converged media world. A changing world. 1 (1), 11-19. Henry Jenkins (2004). The cultural logic of media convergence. 7th ed. London New Dehli: SAGE Publications. 34-40. Dwyer, Tim (2010). Media convergence:. United Kingdom: McGraw-Hill education. 24-30. Julia Knight. (2015). The International Journal of Research into New Media Technologies. Convergence. 21 (1), 1. S Chakaveh. (2007). Media covergence, an introduction. Available: http://link.springer.com/chapter/10.1007/978-3-540-73110-8_88. Last accessed 28 Apr 2015. Christy Belden. (2011). Media convergence: Media and marketing. Available: http://www.slideshare.net/cbelden/media-convergence-7376828. Last accessed 28 Apr 2015. Mathew Buckland. (2007). Convergence in the media. Available: http://www.slideshare.net/matthewbuckland/media-convergence?related=1. Last accessed 01 May 2015. Unknown (unknown). Media covergence and the transformed media environment. Australia: unknown. 67-74. H Jenkins, Convergence Culture: Where Old and New Media Collide (2006), 18 ­Ã‚ ­Ã‚ ­Ã¢â‚¬â€œ19.

Physical development Essay

Throughout this coursework I will be writing about different life-stages of my chosen celebrity. My chosen celebrity is Michael Jackson. I will start with physical development and go through intellectual, emotional and social developments. Physical development Infancy At around THE AGE OF 3 months time baby Michael will be able to sit supported by their carers. This develops up to the age of 6 months the where the infant will be able to sit unsupported for a few minutes, turn their head and roll over. At about 9 months the infant will be able to sit for about 10 minutes, and roll and crawl around. At the age of 1, Michael will be to sit unsupported and go to a sitting position by himself. He will also be able to crawl fast and stand by holding onto something. At about 15 months the infant will be able to walk around briefly and crawl stairs or crawl onto different objects. At about 2 years he will be able to walk and walk UP AND down from THE stairs AND RUN on their own because their leg muscles will have grown a little bit. He will be able to walk fully unsupported. At the age of 3 he will be able to run around, throw and catch objects because he will have developed their reactions. Childhood At DURING childhood, Michael will not have fully grown their body, they will still have small parts of their body to fully grow. At this stage Michael will be able to ride bicycles and run and skip. His muscles will also develop; therefore they will be able to hit with bats and catch easier. In addition, at this stage the children may slightly start their puberty and show some signs. Adolescence At this stage, Michael will start to go through puberty. There will be massive changes on their bodies. For girls, they will start develop their breasts and grow pubic hair under armpits and around private parts. The girls hips will also start to widen. At later stage girls will have their periods, which meanS that they can start to have babies. For boys, they will grow more muscles and grow pubic hair around their armpits and around their penis. The boys testicles and penis will also grow larger, and boy will start to produce sperm. Boys can realize this by having wet dreams. One of the biggest developments in boys is that their voice will break, BY Their voice will start becomING deeper and their voice box grows. Adulthood At this stage Michael will be fully mature and grown. Usually adults gain weight at this stage normally because of their inactivity in sports. Men will ALSO be able to produce sperm until they are ABOUT 80 years old, however this varies on different people. For women they will stop having period at around the age of 45-55 AND THEY WILL START MENOPAUSE, which means they can’t have babies anymore. Some women will start TO feel some sense of loss when this occurs. Later adulthood At this stage Michaels body will start to become weaker. Some major changes will occur to peoples bodies. One of the most obvious changes is wrinkles. Michael will start have lots of wrinkles around their face and body. Another change is Michael’s hair. Some PEOPLE will start to get white or grey hair, but more often people lose their hair and start to become bald. Bones will start to become much weaker and easier to break if there is an accident especially women’s. Most people will start find it hard to breath because their hearts and lungs becomes weaker and less efficient. Another major change is that people’s sight starts to weaken. They will find it hard to see stuff from close range and far range. In addition, they will find it hard to hear stuff as their hearing will become weaker too. Another physical change in later adult hood is that joints become stiffer, old people will find it hard to move around due to this. As sense of balance reduc es more old people uses a stick to help them balance and walk. Intellectual development Language development At around 3 months old Michael will be able to make some noises because they will have learnt how to control their muscles used with giving speech. At around 12 months Michael will start making noises made by the parents or carers. For example, if the carer says â€Å"mommy MAMA†, the infant will repeat the carer and say â€Å"mommy MAMA†. At around the age of 2 Michael will be able to put two words together and make a two word speech. At the age of 3 children will start to make sentences to communicate with their parents. For example they can say â€Å"I want to go out† but their sentences might be hard to understand. At the age of 5 and above, children will be able to make clear sentences which could be understood by anyone and use adult grammar. Infancy and childhood At birth babies are born with senses. They will only be able to sense different objects. Babies are also born with reflexes. These reflexes will help to feed, for example, sucking reflexes to feed them self. These reflexes will lead to â€Å"motor actions† which controls the baby’s body muscles automatically. At this stage the babies thinking will be limited. Piaget states that babies will not be able to memories and think about the world until they are 18 months old. At the age of 2 Piaget believes that children will not be able to think logically, however the children will be able to make noises or use words to communicate but they still won’t understand it logically. At around the age of 5 children will be able to start thinking logically. Children will also understand different concepts. For example, the concept of colors, numbers and sizes. The child will also start learning whets right and wrong. At this stage children will also join school and meet new people. For this reason they will begin to learn new vocabulary because they will listen to other children in their class and therefore they will start to learn new words. They will be able to see stuff from someone else point of view and start to be able to solve problems on their own. Adolescence At early adolescence TEENAGERS will start to think in different ways. They will understand harder concepts and solve COMPLEX problems easier. They will also be able to blend different information from different sources. This means that they will be able to solve problems in their head without actually seeing them. Adulthood At this stage most people will find jobs and new careers. Due to this, adults will start to learn new skills such as effective communication skills. In addition, adults will start to live independently, which means that they will have to learn the skills of cooking and managing their homes. This will prepare them for children and marriage. Most adults will get under pressure at this stage therefore their thinking time will become a lot slower. But because of their experience they will find it easier to solve their problems Later adulthood At this stage Michael will find it hard to remembering things. Especially if they are under pressure. Their reaction time will also become slower. However, because of their past experience in life, they will be able to make better decisions than younger people. In addition at this stage Michael will start to get ready for retirement. Emotional developments Infancy 0-3 years When a baby is born they need to build an attachment with their carer. Bowlby argued that infants will have an automatic need to form attachment with their carer. This quality will have future affect on the child’s emotional developments. However Ainsworth argues that the quality of the attachment will affect the assumptions people make about their life and others. This means that infants with a good quality of attachment will be able to cope with stress and uncertainty in life whereas infants with insecure attachment will have a reduced ability to cope with stress and events in life. Later on during infancy, in about 6 months infants will be shy of strangers. at about 2 years, they will show jealousy with peers and siblings, they will not be able to control their emotions. At the age of 3 they will start to control their emotions better and not as jealous of other children. Childhood 4-9 years At this stage Michael become much better at controlling their emotions. They will learn how to express their emotions differently in different situations. Children will mostly depend on their carers and family. As children grow older they will meet new people and teachers. Their relationship between their teachers and friends will have affect on their self-confidence. For example, if a child gets bullied in school, their self confidence will be low whereas if they are popular in school it will have a positive affect on them and have a high self confidence. Adolescence 10-18 years At adolescence Michaels hormones change and therefore they will have different emotions. People will be excited one minute and depressed the next. Families and carers will find difficult to cope with these mood swings. This is usually because they are going through puberty. At this stage people also try to discover who they actually are and try to create an identity for themselves. Teenagers usually do this by having ideas of politics or religion, or by smoking or drinking. Erikson a famous psychologist has created an identity theory which states that in order for a person to feel fully secure when they work with others or having sexual attachments, they will need to have a clear understanding of their identity and they should fully understand who they are. This will be a very stressful time for teenagers and their development of their identity will have affect on their self-esteem. Adulthood 19-65 years During this life stage Michael will have to be more independent and self-reliant. At this stage Michael start living with their partners and this will take a high level of emotional maturity which some may struggle. People who struggle with this usually break up their relationships. Michael have to adapt with their partners and their own emotions and control them and respond in an accurate way. Erikson argues that the key task of early adulthood was learning to cope with emotional attachment to a sexual partner. This means that Michael must ensure that they do not become emotionally isolated and not being too self-centered. At later point of this stage adults will start having children. This means that adults have to accept new responsibilities. Having children will cause lots of stress because children are very demanding. Adults will have to be very emotionally mature to cope with this. Later adulthood 65+ At later adulthood Michaels emotions will become fully mature. You may experience some difficulties as you may suffer from bereavement and there not able to control your emotions. Because of retirement you will have more free time, therefore you will be able to spend more time with your family and friends and share emotions. Social developments Infancy 0-3 years At these stage infants usually start to interact with their carers. Once they are 2 months old they will start to smile. At 3 months they will start to make some responsive behavior when adults talk. This means that they are trying to respond when adults are talking to them. At around 5 months old, they will start to become scared and shy of strangers. They will be able to tell the difference between familiar and unfamiliar people. At around 2 years old, they become interested in playing with other children and start to slowly play alongside other children but still not interact with them. At about 2  ½ years, they might join other children for a few minutes but then play alone for the rest of the time as the child do not know how to share toys and playthings. At 3 years old they will be able to play with other children as they now have learnt how to share they toys, and they will also be able to stay away from their parents for few hours. Childhood 4-9 years At this stage Michael has formed a strong attachment with their carers and have learned all the social behaviors within their family. Michael will now be able to understand the emotions and feelings of others. He can be separated from their carers for long time without stressing. At about 5 years old children will start to socialize a lot more. He will for the first time join school and meet many new children. Due to this, he will start to learn the rules of fairness in different games. He will also learn how to co-operate with other children and they tend to choose their friends. They usually bond with friends who like and agree with each other. At about 7 years children start to understand the differences between sexes. Due to this they usually play with the same sex and are shy of opposite sex. This usually continues until adolescence. Adolescence 10-18 years At adolescence Michael will usually become independent from their parents. Friends become more important than family and parents. It becomes important to fit in with other groups. For this reason at this stage Michael usually tend to copy others styles and the way they dress to fit in groups. In early stages of adolescence teenagers usually do different activities in groups. Therefore, teenagers test drugs and alcohol as an experiment. In later stages of adolescence teenagers become more interested in opposite sex and usually start a sexual relationship with the opposite sex as an experiment. Overall adolescence will be a struggling time because teenagers goes through puberty however, in this life stage they will get prepared towards the adulthood as in this stage teenagers test everything such as sexual relationships. Adulthood 19-65 years In adulthood Michael have to make their most important decision in their life. Most of the people choose their forever partner this stage and marriage takes place. However, this happens at later stage of adulthood. At early adulthood friendship will still remain important but employment and work will take place. Therefore Michael may not be able to socialize as much as they could in adolescence. People start to work at this stage and become totally independent from parents. Parents will start to realize that their child will have to take care of them self from now on. Michael now also have to separate relationships. For example they will have formal relationship in work with colleagues and informal relationship with friends and older friends. Socializing with friends will decrease constantly throughout the adulthood. People socialize less once they have married and have children. The responsibility will be higher and people tend to spend more time with their own family and children. Due to this people may experience pressure during their adulthood. Later Adulthood 65+ At this stage, most people retire because the retirement age is 65 years old. This means that during this life stage Michael will have much free time therefore socialize more. Most people usually spend more time doing their hobbies and interests and some spends more time with their family. However, this all depends on the level of income. If Michael has more income, he will be able to enjoy his hobbies and travel around, whereas if you have low income you will not be able to do all those stuff. During retirement people children may live on their own with their own family, therefore older people might feel isolated and unneeded, however they may enjoy having their grandchildren and enjoying time with them. In addition, some people may suffer from bereavement of close friends or partners therefore they will have to get used to socialize in a smaller circle.

Coca Cola Vending Machines Case Study Essay - 878 Words

Coca Cola a Vending Machine Case Study Problem Statement: Coca Cola Co., the world’s largest beverage company is facing a public relation nightmare which can ultimately put their brand image at stake. Their Chairman and CEO, Ivan Ivester, abruptly announced the introduction of interactive vending technology which will lower the price of coke during off-peak buying time and increase the price during very hot weather conditions, Ivester virtually confirmed the vending machines will be introduced to the market soon. The core problem is not if the vending machine should be brought to market but WHEN and what the public relations/marketing strategy should be in the midst of the current media scrutiny to rebuild loyalty with avid†¦show more content†¦Option B. Proceed with a plan to implement the intelligent vending machines at a later date than plan originally plan, while working to develop a new public relations and marketing strategy to curtail the current media damage, focusing on Cokes loyalty to its customers and re-esta blish the value of drinking coke during any weather conditions. Evaluation of Alternatives: Option A: ïÆ'Ëœ Pros: Build trust with consumers; on same level with competitors regarding technology. ïÆ'Ëœ Cons: This strategy does not coincide with the company’s marking plan to pump more sales of the flagship coke into the market, most likely utilizing the heat sensitive vending machine as one of the core tactics to increase revenues. 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Lucy Burns Was a Militant Activist for Womens Votes

Lucy Burns played a key role in the militant wing of the American suffrage movement and in the final win of the 19th Amendment. Occupation: Activist, teacher, scholar Dates: July 28, 1879 - December 22, 1966 Background, Family Father: Edward BurnsSiblings: Fourth of seven Education Parker Collegiate Institute, formerly Brooklyn Female Academy, a preparatory school in BrooklynVassar College, graduated 1902Graduate work at Yale University, Universities of Bonn, Berlin, and Oxford More About Lucy Burns Lucy Burns was born in Brooklyn, New York, in 1879. Her Irish Catholic family was supportive of education, including for girls, and Lucy Burns graduated from Vassar College in 1902. Briefly serving as an English teacher at a public high school in Brooklyn, Lucy Burns spent several years in international study in Germany and then in England, studying linguistics and English. Womens Suffrage in the United Kingdom In England, Lucy Burns met the Pankhurst: Emmeline Pankhurst and daughters Christabel and Sylvia. She became involved in the more militant wing of the movement, with with the Pankhursts were associated, and organized by the Womens Social and Political Union (WPSU). In 1909, Lucy Burns organized a suffrage parade in Scotland. She spoke publicly for suffrage, often wearing a small American flag lapel pin. Arrested frequently for her activism, Lucy Burns dropped her studies to work full time for the suffrage movement as an organizer for the Womens Social and Political Union. Burns learned much about activism, and much, in particular, about the press and public relations as part of a suffrage campaign. Lucy Burns and Alice Paul While at a police station in London after one WPSU event, Lucy Burns met Alice Paul, another American participant in the protests there. The two became friends and co-workers in the suffrage movement, beginning to consider what might be the result of bringing these more militant tactics to the American movement, long stalled in its fight for suffrage. The American Womens Suffrage Movement Burns moved back to the United States in 1912. Burns and Alice Paul joined the National American Woman Suffrage Association (NAWSA), then headed by Anna Howard Shaw, becoming leaders in the Congressional Committee within that organization. The two presented a proposal to the 1912 convention, advocating for holding whatever party was in power responsible for passing womens suffrage, making the party the target of opposition by pro-suffrage voters if they did not. They also advocated for federal action on suffrage, where the NAWSA had taken a state-by-state approach. Even with the help of Jane Addams, Lucy Burns and Alice Paul failed to get the approval of their plan. The NAWSA also voted not to support the Congressional Committee financially, though they did accept a proposal for a suffrage march during Wilsons 1913 inauguration, one which was infamously attacked and two hundred marchers were injured and which brought public attention back to the suffrage movement. Congressional Union for Woman Suffrage So Burns and Paul formed the Congressional Union — still part of the NAWSA (and including the NAWSA name), but separately organized and funded. Lucy Burns was elected as one of the executives of the new organization. By April of 1913, NAWSA demanded that the Congressional Union no longer use the NAWSA in the title. The Congressional Union was then admitted as an auxiliary of NAWSA. At the 1913 NAWSA convention, Burns and Paul again made proposals for radical political action: with Democrats in control of the White House and Congress, the proposal would target all incumbents if they failed to support federal womens suffrage. President Wilsons actions, in particular, angered many of the suffragists: first he endorsed suffrage, then failed to include suffrage in his State of the Union address, then excused himself from meeting with representatives of the suffrage movement, and finally backed off from his support of federal suffrage action in favor of state-by-state decisions. The working relationship of the Congressional Union and NAWSA was not successful, and on February 12, 1914, the two organizations officially split. NAWSA remained committed to state-by-state suffrage, including supporting a national constitutional amendment that would have made it simpler to introduce woman suffrage votes in the remaining states. Lucy Burns and Alice Paul saw such support as half measures, and the Congressional Union went to work in 1914 to defeat Democrats in Congressional elections. Lucy Burns went to California to organize women voters there. In 1915, Anna Howard Shaw had retired from the NAWSA presidency and Carrie Chapman Catt had taken her place, but Catt also believed in working state-by-state and in working with the party in power, not against it. Lucy Burns became editor of the Congressional Unions paper, The Suffragist, and continued to work for more federal action and with more militancy. In December of 1915, an attempt to bring the NAWSA and the Congressional Union back together failed. Picketing, Protesting, and Jail Burns and Paul then began working to form a National Womans Party (NWP), with a founding convention in June of 1916, with the primary goal of passing a federal suffrage amendment. Burns applied her skills as an organizer and publicist and was key to the work of the NWP. The National Womans Party began a campaign of picketing outside the White House. Many, including Burns, opposed the entry of the United States into World War I, and would not stop picketing in the name of patriotism and national unity. Police arrested the protestors, over and over, and Burns was among those sent to Occoquan Workhouse for protesting. In jail, Burns continued to organize, imitating the hunger strikes of the British suffrage workers with which Burns was experienced. She also worked to organize the prisoners in declaring themselves political prisoners and demanding rights as such. Burns was arrested for more protesting after she was released from jail, and she was in Occoquan Workhouse during the infamous Night of Terror when the women prisoners were subjected to brutal treatment and refused medical help. After the prisoners responded with a hunger strike, the prison officials began force-feeding the women, including Lucy Burns, who was held down by five guards and a feeding tube forced through her nostrils. Wilson Responds The publicity around the treatment of the jailed women finally moved the Wilson administration to act. The Anthony Amendment (named for Susan B. Anthony), which would give women the vote nationally, was passed by the House of Representatives in 1918, though it failed in the Senate later that year. Burns and Paul led the NWP in resuming White House protests —and more jailings — as well as in working to support the election of more pro-suffrage candidates. In May of 1919, President Wilson called a special session of Congress to consider the Anthony Amendment. The House passed it in May and the Senate followed in early June. Then the suffrage activists, including in the National Womens Party, worked for state ratification, finally winning ratification when Tennessee voted for the amendment in August 1920. Retirement Lucy Burns retired from public life and activism. She was embittered at the many women, especially married women, who did not work for suffrage, and at those she thought were not sufficiently militant in support of suffrage. She retired to Brooklyn, living with two of her also-unmarried sisters, and raised the daughter of another of her sisters who died shortly after childbirth. She was active in her Roman Catholic Church. She died in Brooklyn in 1966. Religion: Roman Catholic Organizations: Congressional Union for Women Suffrage, National Womans Party