Topica and Main Idea - McWhorter
Topica and Main Idea - McWhorter
Topica and Main Idea - McWhorter
5
Learning
Goals
Learn how to . . .
Goal 1
Structure a paragraph
Goal 2
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144
What is a Paragraph?
Goal 1
Structure a paragraph
What Is a Paragraph?
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Read the following paragraph, noticing how all the details relate to one
point, and explain the topic sentence, which is highlighted and labeled:
Topic sentence
There is some evidence that colors affect you physiologically. For example,
when subjects are exposed to red light, respiratory movements increase; exposure
to blue decreases respiratory movements. Similarly, eye blinks increase in frequency
when eyes are exposed to red light and decrease when exposed to blue. This
seems consistent with the intuitive feelings about blue being more soothing and
red being more arousing. After changing a schools walls from orange and white
to blue, the blood pressure of the students decreased while their academic
performance improved.
VISUALIZE IT!
Detail
Detail
Detail
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Notice how well the topic sentence and details in the above paragraph work
together to develop a main idea. The more general topic sentence is explained
by the more specific details. You might ask, How can I tell what is general
and what is specific when I am reading? Here are a few examples. The first
three use one-word topics and details; the last two use topic sentences and detail
sentences.
GENERAL emotions
SPECIFIC
GENERAL pollution
SPECIFIC
Notice that in each of these examples, the specific points explain the general by giving examples, reasons, or further information. In the same way, supporting details in a paragraph explain or support a topic sentence.
Exercise 5-1
Exercise 5-2
What Is a Paragraph?
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2.
3.
4.
5.
specific
c. Ads often make products seem simple to use when they are not.
GENERAL
specific
GENERAL
specific
c. Flexible work hours help reduce rush hour traffic near the
office.
GENERAL
specific
GENERAL
specific
Need to Know
Important Terms
Paragraph: a group of sentences that focus on a single idea
Topic: the one thing a paragraph is about
Main idea: the point the paragraph makes about a topic
Topic sentence: the sentence that states the paragraphs main idea
Supporting details: those sentences that explain the topic sentence
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Reading
You already know that the topic is the general subject of an entire paragraph.
Every sentence in a paragraph in some way discusses or explains this topic. To
find the topic of a paragraph, ask yourself: What is the one idea the author is
discussing throughout the paragraph? Read the following paragraph with that
question in mind:
The major motive for excuse making seems to be to maintain our self-esteem,
to project a positive image to ourselves and to others. Excuses are also offered to
reduce stress that may be created by a bad performance. We feel that if we can
offer an excuseespecially a good one that is accepted by those around usit
will lessen the negative reaction and the subsequent stress that accompanies
poor performance.
Exercise 5-3
Locating Topics
Directions: After reading each of the following paragraphs, select the choice
that best represents the topic of the paragraph.
1.
Youve probably heard that older men die before older women virtually everywhere in the world. In the United States, women are expected
to live an average of 80.4 years, while men live only 75.2 years. Sociologists attribute many factors to this trend. For example, men have higher
testosterone levels than women, which may make men more likely to
abuse alcohol and tobacco, drive aggressively, and engage in other
life-threatening behaviors. Men also choose riskier types of work and become involved in wartime aggression, which are connected to mens decreased life expectancy. Studies also show that women are less likely to
experience life-threatening illnesses and health problems than men are.
Carl, Think Sociology, p. 211
a. womens health
b. men and risky behaviors
c. testosterone and age
d. mens life expectancy
2.
Many people look back to the 1950s as the golden age of the traditional family, but was it really? Teenage pregnancy rates were higher in
the 1950s than they are today, although a higher proportion of teenage
mothers were married (primarily due to shotgun weddings, a colloquialism that developed from the idea that many fathers of pregnant girls
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had to force, possibly with a weapon, a man to marry his daughter once
she became pregnant). Many families were unable to survive the traumas of war and its aftermath, and the divorce rate rose from one in six in
1940 to one in four marriages in 1946. Although many families prospered
in the years following World War II, many others suffered from economic
hardship. In 1948, Newsweek reported that most of the 27 million schoolchildren in the United States were badly in need of medical or dental
care, while more than 900 thousand children were malnourished.
Kunz, Think Marriages & Families, p. 8
3.
In the past few years, social networking sites such as MySpace, Facebook, and Twitter have become hugely popular across all ages. Despite
the opinions of some that young people are in danger of turning into
crouching androids glued to their computers, research shows that the
majority of friendships are still maintained offline. Offline friendships are
characterized by more interdependence, depth, understanding, and
commitment, but online friendships can gain some of these qualities
with time. Most online friends tend to be rather cautious about disclosing personal information. However, this does not apply to people with
a negative view of themselves and others; they instead seem to share
more information, possibly in an attempt to become more self-confident
in their interactions. Interestingly, even in online friendships people seem
to gain more satisfaction when befriending people of a similar age and
place of residence.
Kunz, Think Marriages & Families, p. 82
4.
A century ago politicians used to say, Vote early and often. Cases
such as West Virginias 159,000 votes being cast by 147,000 eligible voters in 1888 were not that unusual. Largely to prevent corruption associated with stuffing ballot boxes, states adopted voter registration laws
around the turn of the century, which require individuals to first place
their name on an electoral roll in order to be allowed to vote. Although
these laws have made it more difficult to vote more than once, they
have also discouraged some people from voting at all. Voter registration requirements in the United States are, in part, to blame for why
Americans are significantly less likely to go to the polls than citizens of
other democratic nations.
Edwards, Government in America, p. 313
a. voter turnout
b. voter registration
c. voter eligibility
d. voter fraud
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5.
Compared with the technical resources of a theater of today, those
of a London public theater in the time of Queen Elizabeth I seem hopelessly limited. Plays had to be performed by daylight, and scenery had to
be kept simple: a table, a chair, a throne, perhaps an artificial tree or two
to suggest a forest. But these limitations were, in a sense, advantages.
What the theater of today can spell out for us realistically, with massive
scenery and electric lighting, Elizabethan playgoers had to imagine
and the playwright had to make vivid for them by means of language.
Not having a lighting technician to work a panel, Shakespeare had to
indicate the dawn by having Horatio, in Hamlet, say in a speech rich in
metaphor and descriptive detail:
But look, the morn in russet mantle clad
Walks oer the dew of yon high eastward hill.
You learned earlier that the main idea of a paragraph is its most important point.
The main idea is also the most general statement the writer makes about the
topic. Pick out the most general statement among the following sentences.
1. Animals differ according to when they sleep.
2. Some animals sleep during daylight while others sleep during darkness.
3. Animals sleeping habits differ in a number of ways.
4. Hibernation is another kind of sleep for some animals.
Did you choose sentence 3 as the most general statement? Now we will
change this list into a paragraph by rearranging the sentences and adding a few
facts.
1Animals sleeping
to what time of day they sleep. 3Some animals sleep during daylight hours while
others sleep during darkness. 4They also differ in the length of time they sleep.
5Other
In this brief paragraph, the main idea is expressed in the first sentence. This
sentence, known as the topic sentence, is the most general statement in the
paragraph. All the other sentences are specific details that explain this main idea.
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2. Locate the most general sentence (the topic sentence). This sentence
must be broad enough to include all of the other ideas in the paragraph.
The topic sentence in the sample paragraph (Animals sleeping habits differ in a number of ways.) covers all of the other details in that paragraph.
The tips in the next section will help you locate topic sentences.
3. Study the rest of the paragraph. The main idea must make the rest of the
paragraph meaningful. It is the one idea that ties all of the other details
together. In the sample paragraph, sentences 2, 3, 4, and 5 all give specific
details about how animals sleeping habits differ.
General
Here, the writer first defines a focus group. The rest of the paragraph provides
more details about focus groups.
Detail
Detail
Detail
Topic Sentence
water, 2.6 billion do not have access to adequate sanitation services, and more
than 1.6 million deaths each year are traced to waterborne diseases (mostly
in children under five). All too often in developing countries, water is costly or
inaccessible to the poorest in society, while the wealthy have it piped into their
homes. In addition, because of the infrastructure that is used to control water,
whole seas are being lost, rivers are running dry, millions of people have been
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displaced to make room for reservoirs, groundwater aquifers are being pumped
down, and disputes over water have raised tensions from local to international
levels. Fresh water is a limiting resource in many parts of the world and is certain to
become even more so as the 21st century unfolds.
In this paragraph, the author discusses water as a limiting resource and concludes that water will become more limited throughout the 21st century.
Detail
Detail
General
Topic Sentence
Detail
Specific
Detail
In colonial days, huge flocks of snowy egrets inhabited the coastal wetlands
and marshes of the southeastern United States. In the 1800s, when fashion
dictated fancy hats adorned with feathers, egrets and other birds were hunted
for their plumage. By the late 1800s, egrets were almost extinct. In 1886, the newly
formed National Audubon Society began a press campaign to shame feather
wearers and end the practice. The campaign caught on, and gradually, attitudes
changed; new laws followed. Government policies that protect animals from
overharvesting are essential to keep species from the brink of extinction. Even
when cultural standards change due to the efforts of individual groups (such as
the National Audubon Society), laws and policy measures must follow to ensure
that endangered populations remain protected. Since the 1800s, several important
laws have been passed to protect a wide variety of species.
In this paragraph, the author discusses how one species nearly became extinct
and concludes that government regulations are necessary to prevent this from
happening again.
Topic Sentence
Detail
Detail
Specific
General
Detail
further analyzed to determine their chemical nature, and chemicals in the extract
Detail
Topic Sentence
are tested singly to find the effective compound. This approach is often referred to
as the grind em and find em strategy.
The first and last sentences together explain that the NCI takes an aggressive
strategy to finding and testing samples for cancer-suppression.
Exercise 5-4
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2.
3.
The United States has a severe fire problem that if not addressed, will continue
to worsen drastically. Fire statistics show that our nation, one of the richest and
most technologically sophisticated countries in the world, lags behind its peer
nations in fire security. Nationally, there are millions of fires, thousands of deaths,
tens of thousands of injuries, and billions of dollars lost each yearfigures which
far exceed comparable statistics for other industrialized countries. In 2001, for example, the direct value of property destroyed in fires was $11 billion ($44 billion
if the World Trade Center loss is included). More recently in 2004, direct property
losses from fires were estimated at over $9.8 billion.
Loyd and Richardson, Fundamentals of Fire and Emergency Services, p. 12
4.
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factor (IF) before it is absorbed into the bloodstream. Deficiency is a very serious
problem, ultimately leading to irreversible nerve damage signified by numbness
and tingling in the hands and feet. Signs and symptoms include fatigue, weakness, nausea, constipation, flatulence, loss of appetite, weight loss, difficulty in
maintaining balance, depression, confusion, poor memory, and soreness of the
mouth or tongue. The RDI is 2.4 mg/day for both males and females.
Johnson, Pharmacy Technician, p. 455
5.
The star system has been the backbone of the American film industry since
the mid 1910s. Stars are the creation of the public, its reigning favorities. Their influence in the fields of fashion, values, and public behavior has been enormous.
The social history of a nation can be written in terms of its film stars, Raymond
Durgnat has observed. Stars confer instant consequence to any film they appear
in. Their fees have staggered the public. In the 1920s, Mary Pickford and Charles
Chaplin were the two highest paid employees in the world. Contemporary stars
such as Julia Roberts and Tom Cruise command salaries of many millions per film,
so popular are these box-office giants. Some stars had careers that spanned five
decades: Bette Davis and John Wayne, to name just two.
Giannetti, Understanding Movies, p. 251
6.
For decades, we have looked at our steadily increasing life expectancy rates
and proudly proclaimed that Americans health has never been better. Recently,
however, health organizations and international groups have attempted to quantify the number of years a person lives with a disability or illness, compared with
the number of healthy years. The World Health Organization summarizes this concept as healthy life expectancy. Simply stated, healthy life expectancy refers to
the number of years a newborn can expect to live in full health, based on current
rates of illness and mortality and also on the quality of their lives. For example, if
we could delay the onset of diabetes so that a person didnt develop the disease
until he or she was 60 years old, rather than developing it at 30, there would be a
dramatic increase in this individuals healthy life expectancy.
Donatelle, Health: The Basics, p. 6
7.
The functions of desktop publishing software are similar to those of word processing programs, except that some capabilities are more sophisticated. A user
can enter text using the desktop publishing program in the same way that he
or she can enter text with a word processing program. In addition, the user can
retrieve text from a file created by another program. For example, the user may
enter, edit, and save text using a word processing program and then retrieve the
saved text using the desktop publishing program.
Nickerson, Business and Information Systems, p. 249
8.
Are you twittered out? Is all that texting causing your thumbs to seize up in
protest? If so, youre not alone. Like millions of others, you may find that all of the
pressure for contact is more than enough stress for you! Known as technostress,
the bombardment is defined as stress created by a dependence on technology
and the constant state of being plugged in or wirelessly connected, which can
include a perceived obligation to respond, chat, or tweet.
Donatelle, Health: The Basics, p. 66
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9.
In the past, exposure to liability made many doctors, nurses, and other medical professionals reluctant to stop and render aid to victims in emergency situations, such as highway accidents. Almost all states have enacted a Good
Samaritan law that relieves medical professionals from liability for injury caused
by their ordinary negligence in such circumstances. Good Samaritan laws protect medical professionals only from liability for their ordinary negligence, not for
injuries caused by their gross negligence or reckless or intentional conduct. Most
Good Samaritan laws protect licensed doctors and nurses and laypersons who
have been certified in CPR. Good Samaritan statutes generally do not protect laypersons who are not trained in CPRthat is, they are liable for injuries caused by
their ordinary negligence in rendering aid.
Goldman, Paralegal Professional, p. 459
10.
A main idea is the most general statement a writer makes about a topic. Often,
main ideas are simple statements of fact that cannot be disputed. However, not
all main ideas and topic sentences are completely factual. Sometimes a main
idea presents an opinion about a topic, and that statement may not offer all
sides of the story. (To learn more about distinguishing fact and opinion, refer to
Chapter 13.) Look at the following passage:
No doubt about it, lobbying is a growth industry. Every state has hundreds
of public relations practitioners whose specialty is representing their clients to
legislative bodies and government agencies. In North Dakota, hardly a populous
state, more than 300 people are registered as lobbyists in the capital city of
Bismarck. The number of registered lobbyists in Washington, D.C., exceeds 10,000
today. In addition, there are an estimated 20,000 other people who have slipped
through registration requirements but who nonetheless ply the halls of government
to plead their clients interests.
In one sense, lobbyists are expediters. They know local traditions and
customs, and they know who is in a position to affect policy. Lobbyists advise their
clients, which include trade associations, corporations, public interest groups
and regulated utilities and industries, on how to achieve their goals by working
with legislators and government regulators. Many lobbyists call themselves
government relations specialists.
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The main idea of the first paragraph is a statement of fact; the author can
prove without a doubt that lobbying is a growth industry. The main idea of
the second paragraph is: Lobbyists are expediters. That is, lobbyists help their
clients influence the government in their favor. But this main idea presents
only one sense of the topic. What is the other sense or view? Lobbying is actually a controversial activity, and many people believe that lobbyists spend large
amounts of money influencing government employees in unethical or illegal
ways. However, that belief is not reflected in the main idea of this passage.
Exercise 5-5
Identifying Topics
Directions: For each of the following sets of topic sentences, specify the topic
that is being discussed. Note that each topic sentence presents a different facet
of (or opinion about) the topic.
1. The continued flow of immigrants into the United States has created a
rich, diverse society that has been beneficial to the country.
The presence of guest workers from South America in states like Arizona
and California has a positive effect on the U.S. economy.
Because the country is suffering from high unemployment, we must
reduce the number of people who come here looking for jobs.
Topic: immigration
2. Most scientists agree that temperatures now are warmer than they were
20 years ago.
It is hard to draw any definite conclusions from the hundreds of studies
that have considered whether climate change is occurring or not.
People who claim that the Earth is now hotter miss the point that the
Earth has been getting warmer over the last several thousand years, not
just the last 50 years.
Topic: climate change, or global warming
Exercise 5-6
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Writing
Exercise 5-7
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3. Monday morning is a time to get organized for the week. Monday morning is the
hardest day of the week because it means the pleasures of the weekend are over.
4. Violence on television may promote physical aggressiveness among young children.
Violence on television is necessary to portray events and stories in an accurate,
true-to-life fashion.
5. College professors make sincere efforts to understand their students needs. College
professors are not only experts in their disciplines but also experts in explaining it to others.
This topic is much too broad to cover in one paragraph. Think of all the different aspects you could write about. Which sports would you consider? Would
you write about both playing sports and watching them? Would you write
about both professional and amateur sports? Would you write about the reasons
people enjoy sports? The topic sentence must be more specific:
My whole family likes to watch professional football on Sunday afternoons.
Here you have limited your topic to a specific sport (football), a specific time
(Sunday afternoon), and some specific fans (your family).
Here are other examples of sentences that are too general. Each has been
revised to be more specific.
TOO GENERAL My parents have greatly influenced my life.
REVISED
If your topic is too specific (narrow), you will not have enough details to use
in the paragraph, or you may end up including details that do not relate directly
to the topic. Suppose you decide to write a paragraph about the Internet and
come up with this topic sentence:
The Internet allows me to stay in touch with friends in other parts of the country.
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What else would your paragraph say? You might name some specific friends and
where they are, but this list wouldnt be very interesting. This topic sentence
is too specific. It might work as a detail, but not as a main idea. To correct the
problem, ask, What else does the Internet allow me to do? You might say that
it allows you to stay in touch with friends by e-mail, that it makes doing research
for college papers easier, and that the World Wide Web has information on
careers and even specific job openings. Here is a possible revised topic sentence:
The Internet is an important part of my personal, college, and work life.
Here are a few other examples of topic sentences that are too narrow, along
with revisions for each one:
TOO NARROW Only 36 percent of Americans voted in the last election.
REVISED
TOO NARROW Markel Carpet Company offers child-care leave to both men and
women.
REVISED
How can you tell if your topic sentence is too general or too specific? Try
brainstorming or branching to generate ideas. If you find you can develop the
topic in many different directions, or if you have trouble choosing details from
a wide range of choices, your topic is probably too general. If you cannot think
of anything to explain or support it, your topic sentence is too specific.
Exercise 5-8
S
G
S
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Exercise 5-9
G = too general
N = not complete thought
1. This paper will discuss the life and politics of Simn Bolvar.
5. I will talk about the reasons for the popularity of reality television
shows.
7. Each year Americans are the victims of more than 1 million auto
thefts.
8. The White House has many famous rooms and an exciting history.
9. There are three factors to consider when buying a flat screen TV.
Exercise 5-10
161
too general
too general
3. I will point out the many ways energy can be saved in the home.
REVISED
makes an announcement
incomplete thought
too specific
Exercise 5-11
Writing a Paragraph
Directions: Write a topic sentence for four of the following topics, using the tips
given on page 160. Then select one of your topic sentences and use it to develop
a paragraph.
1. S hould suicide be legal under certain circumstances?
2. W
ho deserves college scholarships?
3. W
hy do children need parental supervision when using the Internet?
4. W
hy are baseball games fun to watch?
5. I s space exploration valuable or a waste of money?
6. D
oes the news coverage of presidential campaigns unfairly influence voters?
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Writing a Paragraph
Exercise 5-12
Directions: Suppose you are taking a sociology course this semester. In preparation for class discussions that will focus on issues, your instructor has assigned the following topics. Choose one of the following topics and write a
one-paragraph response to it.
1. Educational reform: If you could make one significant change in the public
education system, what would it be?
2. Gender differences: Describe one way in which the behavior of men is different from that of women.
3. The family: What do you think is the most important function of a family?
That is, why do we live in family groups? What is one key advantage? Support your answer with examples from your own experience.
4. Discrimination: Describe one instance of discrimination (sexual, racial, religious, class, or age) that you have witnessed or experienced.
Title straightforwardly
announces the subjects of
the essay
Russia and the U.S. share a complex history riddled with conflict and mutual
mistrust. In the years since the Cold War and collapse of the Soviet Union, the
Introduction draws the reader
in through discussing the ways
Russia and the United States
view each other
two countries have worked to set aside their differences but tension still simmers
beneath the surface. Russia is still viewed by many Americans as remote, mysterious, and even dangerous. Similarly, Russians harbor both admiration and contempt for Americas economic prowess and superpower status. One thing both
countries have in common, however, is an excellent system of education and
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impressive literacy rates (both above ninety-nine percent). Writes Mark H. Teeter for
TheMoscow News, Russians and Americans share a long tradition of dimly perceiving each others societies, and recent developments on both countries school
Thesis statement
fronts neatly illustrate this through-a-glass-darkly effect. Though both systems are
highly-acclaimed, they are each as different as the countries they belong to.
all schools meet a certain national standard of education (Teeter). Along with
the usual requirements, the Russian curriculum emphasizes oral communication,
memorization, and recitation. Russian school children are well-versed in the poetry
of the beloved poet Pushkin, and can recite famous lines without hesitation.
formal and respectful. When a teacher enters the room at the beginning of class,
all students hastily rise and wait for the teachers greeting. Personal relationships
are discouraged and the teachers sole responsibility is to relay information to be
memorized by the students.
In the U.S., students must attend school between the ages of six and seventeen.
After passing all required courses, students graduate and either go on to higher
education or join the military or work force. The number of students who goon to
higher education has increased dramatically in the past decade as job opportunities have become more competitive and college degrees more accessible to people of all ages and backgrounds. U.S. students have a vast network of private and
public universities, liberal arts colleges, and community colleges at their fingertips
and therefore, a great deal of choice in the course of their education.
Unlike Russia, the United States does not have a country-level curriculum.
In general, American students have more freedom in the classroom and the
student teacher relationship is less rigid. Teachers are generally more tolerant of
laid back behavior in class but often do not get the respect they deserve.
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mirror the history and values of the countries themselves. Russia still clings to rigid
national control and standards while the U.S. allows for more freedom in the learning exchange. Both countries could learn from the other and work to smooth out
the wrinkles in their acclaimed systems. In order for this to happen however, the
two super powers would have to put the past aside and work to perceive each
another through less biased lenses.
Works Cited
Teeter, Mark H. School of Hard Knocks. themoscownews. The Moscow News, 29
Mar.2010. Web. 26 Feb. 2011.
Examining Writing
1. How does Atkinson indicate to her readers that she will be addressing
two topics in her essay?
2. Evaluate the effectiveness of her topic sentences.
3. In each paragraph, does Atkinson provide enough details to explain
and support the topic sentence?
4. What overall attitude toward education in the two countries does
Atkinson reveal throughout the essay?
Writing Assignments
1. In her essay Atkinson compares and contrasts two different but highly
successful systems of education. Create a summary of the main points
of comparison she addresses in the essay.
2. After reading the essay, what is your opinion of the Russian school
s ystem? What were you most surprised to learn? What aspects of
the Russian system were most and least appealing to you? Do you
think you would have flourished in a similar system of education?
Why or why not? Write an essay exploring your answers to these
questions.
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ably strange. At times I feel like Ive found a way to adapt to the weirdness of the
world, and then along comes something that just boggles my mind. It is ironic
grassroots
involving ordinary people at a
local or community level
that the largest grassroots breast cancer advocacy group in the world, a group
called Susan G. Komen for the Cure, has now partnered with the fast food chain
KFC, known for its high-fat foods and questionable treatment of its chickens, in a
national Buckets for the Cure campaign. The program began last month and
runs through the end of May.
KFC is taking every chance it can manufacture to trumpet the fact that it
will donate 50 cents to Komen for every pink bucket of chicken sold. For its part,
Komen is announcing on its website that KFC and Susan G. Komen for the Cure
are teaming up . . . to . . . spread educational messaging via a major national
campaign which will reach thousands of communities served by nearly 5,000
KFC restaurants.
Educational messaging, indeed. How often do you think this messaging pro-
vides information about the critical importance a healthy diet plays in maintaining a healthy weight and preventing cancer? How often do you think it refers in
any way to the many studies that, according to the National Cancer Institutes
website, have shown that an increased risk of developing colorectal, pancreatic,
and breast cancer is associated with high intakes of well-done, fried or barbecued meats? If you guessed zero, youre right.
70percent of all cancers can be prevented with lifestyle changes. Their number
one dietary recommendation is to: Choose predominantly plant-based diets rich
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group, Breast Cancer Action, thinks the Komen/KFC campaign is so egregious that
they call it pinkwashing, another sad example of commercialism draped in pink
ribbons. Make no mistake, they say, every pink bucket purchase will do more to
benefit KFCs bottom line than it will to cure breast cancer.
7
One thing is hard to dispute. In partnering with KFC, Susan G. Komen for the
Cure has shown itself to be numbingly oblivious to the role of diet in cancer prevention. Of course its not hard to understand KFCs motives. They want to look good.
But recent publicity the company has been getting hasnt been helping. For one
thing, the company keeps taking hits for the unhealthiness of its food. Just last
month, when KFC came out with its new Double Down sandwiches, the products
were derided by just about every public health organization for their staggering
levels of salt, calories and artery-clogging fat.
Then theres the squeamish matter of the treatment of the birds who end up in
KFCs buckets, pink or otherwise. People for the Ethical Treatment of Animals (PETA)
has an entire website devoted to what it calls Kentucky Fried Cruelty, but you dont
have to be an animal activist to be horrified by how the company treats chickens, if
you lift the veil of the companys PR and see what actually takes place.
When PETA sent investigators with hidden cameras into a KFC Supplier of the
Year slaughterhouse in Moorefield, West Virginia, what they found was enough to
make KFC choke on its own pink publicity stunts. Workers were caught on video
stomping on chickens, kicking them and violently slamming them against floors
and walls. Workers were also filmed ripping the animals beaks off, twisting their
heads off, spitting tobacco into their eyes and mouths, spray-painting their faces,
and squeezing their bodies so hard that the birds expelled fecesall while the
chickens were still alive.
10
KFC, naturally, did everything they could to keep the footage from being aired,
but their efforts failed. In fact, the video from the investigation ended up being
broadcast by TV stations around the world, as well as on all three national evening news shows, Good Morning America, and every one of the major cable news
networks. Plus, more than a million people subsequently watched the footage on
PETAs website.
11
It wasnt just animal activists who condemned the fast food chain for the
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Dr. Temple Grandin, perhaps the meat industrys leading farmed-animal welfare
expert, said, The behavior of the plant employees was atrocious. Dr. Ian Duncan,
ethology
the branch of zoology that studies
the behavior of animals in their
natural habitats
12
KFC claims, on its website, that its animal-welfare advisory council has been a
key factor in formulating our animal welfare program. But Dr. Duncan, along with
five other former members of this advisory council, say otherwise. They all resigned
in disgust over the companys refusal to take animal welfare seriously. Adele Douglass, one of those who resigned, said in an SEC filing reported on by the Chicago
Tribune that KFC never had any meetings. They never asked any advice, and then
they touted to the press that they had this animal-welfare advisory committee. I felt
like I was being used.
13
You can see why KFC would be eager to jump on any chance to improve its
public image, and why the company would want to capitalize on any opportunity
to associate itself in the public mind with the fight against breast cancer. Whats far
more mystifying is why an organization with as much public trust as Susan G. Komen
for the Cure would jeopardize public confidence in its authenticity. As someone once
said, it takes a lifetime to build a reputation, but only 15 minutes to lose it.
168
1. How would this essay be different if it were written as a strictly factual report? Write a paragraph in which you summarize the facts of the essay in
objective language.
169
Essay Options
Read and Complete the
Exercise at myskillslab.com
Self-Test Summary
To test yourself, cover the Answer column with a sheet of paper and answer each question in
the left column. Evaluate each of your answers as you work by sliding the paper down and
comparing your answer with what is printed in the Answer column.
QUESTION
ANSWER
Ask if there are other views that can be held about the
topic.
(continued)
170
(continued)
QUESTION
ANSWER
An Overview of Title TK
For more help in meeting the goals of this chapter, go to
your learning path in MySkillsLab at www.myskillslab.com.