Results for "long-term"

NSAIDs Pharmacology Lecture Notes Tissue Injury & Inflammatory Response Initial vasoconstriction occurs immediately after injury to minimize blood loss (temporary reaction) Chemical mediators released: histamines, kinins, and prostaglandins - crucial for inflammatory response Vasodilation follows - blood vessels widen, increasing blood flow to injured area Classic inflammatory symptoms: redness (erythema), swelling (edema), pain from nerve stimulation, fever/heat NSAIDs Classification & Examples Propionic derivatives: ibuprofen, naproxen Phenomates: mefenamic acid Available OTC: salicylates, propionic acid derivatives Prescription required: COX2 inhibitors, acetic acid derivatives, oxicams, phenomates Mechanism of Action COX enzymes: cyclooxygenase (COX1 & COX2) convert arachidonic acid to prostaglandins COX1: Always active, protects stomach lining, helps platelet aggregation COX2: Activated only during tissue injury, causes inflammation and pain NSAIDs inhibit COX enzymes, preventing prostaglandin production (prostaglandin inhibitors) Primary Effects Antipyretic: reduces fever Analgesic: pain relief Anticoagulant: prevents blood clots (especially aspirin) Specific Drug Categories Salicylates (aspirin): pain, inflammation, fever, anticoagulant effects Propionic acid derivatives: mild to moderate pain (1-6 on pain scale), inflammation, fever Acetic acid derivatives: more effective for inflammation but significant GI side effects COX2 inhibitors: second generation NSAIDs with better safety profile, target COX2 specifically Oxicams: long-term use for osteoarthritis/rheumatoid arthritis, longer half-life (once daily) Phenomates: especially effective for menstrual pain Major Side Effects Gastrointestinal Dyspepsia: heartburn, indigestion, abdominal pain, nausea Long-term risks: stomach lining damage, GI bleeding, perforation (holes in stomach/intestines) Bleeding signs to monitor: dark tarry stools, bleeding gums, petechiae, ecchymosis, purpura Higher risk patients: older adults, smokers, alcohol users, pre-existing ulcers Prevention: proton pump inhibitors or H2 receptor antagonists to reduce stomach acid Kidney Effects Impaired function: reduced urine output, fluid retention, weight gain, edema Monitor: BUN and creatinine levels for kidney function Mechanism: NSAIDs reduce blood flow to kidneys, worsening function and increasing kidney disease risk Cardiovascular Risk Non-aspirin NSAIDs increase heart attack and stroke risk Prescribe at smallest effective dose Special Considerations Menstrual Pain (Dysmenorrhea) Avoid aspirin for painful menstruation with heavy bleeding Use acetaminophen 2 days before and during first 2 days of menstrual period Aspirin-Specific Risks Salicylism/Aspirin toxicity: early symptoms from overdose, can progress to electrolyte imbalances, coma, respiratory depression Serum salicylate levels: >30 mg/dL mild toxicity, >50 mg/dL severe toxicity Treatment: activated charcoal, possible hemodialysis Reye's syndrome: rare but serious condition causing liver/brain swelling in children/adolescents recovering from viral infections (flu, chickenpox) Reye's syndrome symptoms: persistent vomiting, lethargy, confusion → irritability, aggression, disorientation, seizures, loss of consciousness Avoid aspirin in children/adolescents with viral infections Drug Interactions & Precautions Glucocorticoids: amplify stomach bleeding risk Alcohol: increases stomach bleeding - limit/avoid consumption Other NSAIDs: can negate heart protective effects of aspirin - space dosing apart Herbal supplements: garlic and ginseng enhance bleeding risk High-risk populations: older adults, smokers, certain health conditions (H7

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communications in sport kine1560 day one Tuesday September 9, 2025 Sport communication the process of creating, sharing, and interpreting messages in a sport context Stakeholders - athletes, teams, leagues, media, and fans - Sport communication isn’t just sports journalism. It includes branding, marketing, PR Strategic communication: - purposeful communication designed to achieve specific objectives. Planned, intentional, long term. Applies to PR, advertising - Strategic sport communication combines sport communication and strategic planning. Aligns sport-related messaging with organizational goals. Ex. Social media campaigns for fan engagement during the playoffs. Strategic communication: - purposeful communication designed to achieve specific objectives. Planned, intentional, long-term. Applies to PR, advertising, marketing, social campaigns Why sport communication is unique? - Emotional, passionate audience - Strong community identity - Rivalries and traditions shape interaction norms Communicators help achieve organizational objectives by aligning messaging with strategic goals, whether that’s increasing ticket sales, boosting sponsorship deals, or expanding a fan base internationally. The role of communication is to bridge the gap between business priorities and fan experiences. - One of the most powerful outcomes of effective communication is the creation of brand value. * A strong brand helps a team or league stand out in a crowded marketplace and ensures long-term loyalty. * Through media relations communicators create narratives that fans invest in emotionally and financially. Sport and community: sport is a powerful connector that brings people together across diverse backgrounds, creating a sense of belonging and shared purpose. Local communities often rally around teams, leagues, or even school sports programs, fostering social cohesion and pride day two Thursday September 11, 2025 Sport communications: An industry perspective * Sport=spectacle consumed live, on TV, streaming, social media, multibillion-dollar entertainment industry * Sport is not only a competition; it is a form of entertainment that captivates audiences by creating spectacle and drama. The physical skill, unpredictability, and emotional highs and lows of sport naturally engage fans, turning games into stories and athletes into heroes or icons - Spectacle is built through elements like stadium design, lighting, music, and fan rituals, which amplify the experience * For example, NFL games in the United States often include elaborate halftime shows, pre-game ceremonies, and in-stadium fan engagement * turning a sporting event into a  multi-sensory experience that draws attention far beyond the action on the field. The way sport is consumed has also evolved, expanding from traditional live attendance to global television broadcasts, streaming platforms, and social media Fans can follow events in real time, watch highlights, and interact with teams and athletes online, creating multiple layers of engagement * The premier league in England reaches hundreds of millions of viewers worldwide through TV contracts and streaming deals while social media such as Instagram allow athletes to engage directly with fans which builds personal brands. * The entertainment value of sport has created a massive global industry, generating billions of dollars in revenue from broadcasting rights, ticket sales, sponsorships, merchandise, and digital content * Major leagues like employ sophisticated marketing strategies to attract and retain audiences * Mega events like the Olympics or the Super Bowl combine competition with pageantry, media spectacle, and commercial opportunities, turning sport into a cultural and economic juggernaut * Spot organizations rely on a variety of revenue streams, each contributing to their overall financial stability * The most visible of these include ticket sales, merchandise, sponsorships, endorsements, and media rights * ticket sales provide consistent revenue from fans who attend games in person * Merchandise builds on that loyalty by allowing fans to display their identities * Ticket sales form one of the most traditional and direct revenue streams in sport Season tickets are especially valuable because they guarantee recurring revenue and create long-term commitment from fans. Promotions and premium options like luxury suites further increase profitability. Communication plays a critical role in driving ticket sales. Marketing campaigns, targeted emails, and social media promotions create excitement and urgency. - Teams will focus on the atmosphere the community and the unpredictability of the game itself. - Merchandise is more than just a t-shirt or a cap- it is a way for fans to express identity and allegiance. - Whether it’s wearing a jersey to the game or buying collectibles, merchandise represents an extension of the fan experience. Brand power: sales are influenced by factors like team success, brand strength, and overall fan satisfaction. When a team is winning, merchandise sales often soar. - Counterfeit products pose a challenge to this revenue stream - Unauthorized replicas dilute sales and undermine the authenticity of the fan experience - Sport organizations use communication campaigns to raise awareness about counterfeit goods, appealing to fans loyalty by emphasizing the importance of supporting the team directly. Communications in sponsorships and endorsements Sponsorship deals link companies to leagues, teams, or events, while endorsements are driven by individual athletes - Both create powerful connections between sport brands and corporate partners - These partnerships are built on communication - Athletes who endorse products become communicators themselves using their credibility and visibility to influence consumer behavior Sponsorship takes many forms Stadium naming rights, uniform sponsorships put brand logos directly into the visual experience of the game, digital activations use apps and social media to engage fans in interactive ways - A naming rights deal must be announced and framed in ways that minimize fan resistance while highlighting community benefits - Jersey sponsorships require visual integration so that the logo feels part of the teams identity rather than an unwelcome intrusion - Broadcasting deals with networks , streaming services, and digital platforms are the largest revenue source for most major leagues Communication is central here: - leagues and teams need to frame their product in a way that maximizes Symbiotic relationship - Its not about selling rights to watch games its showing that the league can demonstrate stories, narratives, and consistent fan engagement that will keep audiences watching Good storylines are key - Rights deals are not one and done, they are partnering, leagues need to communicate with networks about scheduling, access to players, content sharing, and crisis management - Communication has to manage backlash such as when games move from TV to subscription services - Communication doesn’t just enable media rights agreements to happen- it also shapes how they are understood, justified, and accepted by audiences - In the NFL the money is distributed equally through tv deals - Gives teams a competitive balance and parity and all media contracts are league wide Careers in sport communication Sport coms is a multi billion dollar industry Jobs in this have an impact on everything such how a team handles a crisis to how an athletes brand is perceived by fans Employability: sport communication careers are growing as leagues and teams invest in media, digital content, and fan engagement What employers look for ? * Adaptability and creativity * Writing, problem-solving, teamwork * Tech skills Career pathways - Media and Journalism, Team/League PR, Agencies and sponsorship, Digital and social media, Analytics and results - Media relations coordinator, PR specialists some tasks include press releases and crisis communications - Working for a team or league communications department is about managing the organization’s relationship with the public and the media These professionals write press releases These roles often involve long hours and fast-paced work during the season but it is a great way to build relationships in the industry - Agencies provide services to multiple clients- brands athletes , or teams rather than working for a single organization - This work can involve sponsorship activation, PR campaigns, event planning or athlete representation - Agency life can be fast paced, creative and varied with exposure to different sports and campaigns Digital and social media jobs - Creating content online. Get familiar with tools such as Canva and adobe creative suite \ - Data analysts and strategists involve using data to make strategic decisions - Jobs might include customer relationship management analyst, engagement analyst, or data strategist - Event communications - Handle messaging, media logistics, and fan engagement at live events - Could include writing scripts, coordinating press access, or managing social media during games These roles require good organizational skills and the ability to stay calm under pressure Live events often present challenges such as  weather delays, technical issues, or last minute changes Communications lead updating fans in real time during a weather delay at a major tournament. It highlights the importance of clarity, speed, and professionalism Esports and emerging roles It is a rapidly growing segment of the sports industry , with opportunities in PR, event production, influencer partnershipsand community management Thursday September 18th, 2025 One of the key goals in sport communication is building and strengthening fan identification The more a fan identifies with a team/ athlete the more likely they are to be loyal Fans who interact more frequently feel a stronger personal connection Sports fan: - follower of sport who is actively interested and engaged most take emotion over knowledge - For fans what matters is the intensity of feeling , loyalty, and personal investment - This emotion dimension is critical for sport communicators, it’s gut and emotion and it isn’t cerebral - Understanding that fans are motivated by passion not just information helps us design messages, campaigns, and experiences that resonate on a personal level. Characteristics of sports fans: certain behavioral and engagement characteristics Time commitment many sport fans spend an hour a day consuming sport related media - Sports fans are active information seekers they seek out news, stats, behind the scenes content, and expert analysis - For sports communicators understanding timely, relevant, and easily accessible across multiple channels - Die hard fans follow trade rumors, injury updates, or live statistics apps there consuming and actively participating TNT approach stands for timely, noteworthy, and targeted Timely: fans want information when it matters most this could mean live updates during a game Noteworthy: the content has to be meaningful and emotionally engaging fans respond to stories, milestones, or dramatic moments Targeted: fans aren’t all the same, messages must resonate with the right audience segment or engage across the spectrum The TNT approach is about how fans filter messages Every message a fan receives is interpreted through their past experiences, perceptions, and personal preferences Two fans can receive the same message and react very differently depending on the history of the team ***A key factor is this filtering process is fan identification, feel a strong personal connection to their team or sport *** * These connections often extend into what are called parasocial relationships one sided emotional bonds * Messages need to be crafted with an awareness of fan history, emotional investment, and social context - Recognizing parasocial connections also opens opportunities to build engagement - One key aspect is sentiment assignment the ways fans interpret messages as positive or negative - Sentiment is not binary - Highly invested fans tend to have stronger emotional reactions Fanship personal identification with a team or sport - Fandom social identification with the larger fan community Birging: basking in reflecting glory Fans often take pride Corfing: cutting off reflected failure Social   Why scanning and monitoring matter - Informs strategy and decision making - Identifies trends, threats, opportunities - Anticipates issues before they escalate Systematic search for relevant information: Internal and external Converts data->information-> knowledge * Requires interpretation, not just collection - Scanning strategic foresight. Identify emerging trends, issues, opportunities inform strategy - Monitoring tactical awareness. Track ongoing communications, events They can be the same thing but for a different response Scanning is what does this say about fan sentiment Monitoring is do we need to act on this now Scanning is a structured process used to monitor the environment and gather information to anticipate issues, identify trends Internal environment: team performance player injuries, staff changes, operational challenges External environment: competitors, league regulations, social trends, public sentiment, media coverage * These fall under environmental scanning * Media and social media scanning Traditional media: newspapers, tv, radio, and sports websites Social media: Twitter, Instagram Stakeholder scanning: Includes fans and season ticket holders, sponsors and corporate partners, players and coaches, league officials, local community Competitive scanning Monitor what rival teams, leagues, or organizations are doing Identify trends in promotions, campaigns, fan engagement, or crisis management Analysis and reporting - Collect and organize the scanned data into actionable insights - Summarize trends, identify emerging issues, and propose communication responses - Integration with communication strategy The scanning insights feed directly into messaging, media relations, crisis communication, and fan engagement campaigns - Enables proactive communication Different purpose - Scanning is proactive identifies emerging trends, issues or opportunities helps in strategic planning - Monitoring reactive tracking ongoing communications, events, and stakeholders Scope Scanning is broader covers internal and external environments often periodic Monitoring narrower tracks specific platforms, campaigns, or issues continuous Outcome Scanning informs strategy planning what might happen next Monitoring operational decisions and immediate actions what might happen now Test info Chapters from test and lecture material components include short answer true and false, multiple choice and scenarios Thursday September 25th, 2025 What do we mean by diverse fan bases - Cultural and linguistic diversity - Racial, ethnic, and national identities - Gender and sexuality - Age and generational divides - Socioeconomic status, disability, religion Why it matters - Expanding global and local audiences - Multiculturalism in home markets - Avoiding exclusion or backlash - Ethical responsibility to be included - Expanding the brand Cultural norms in sport communication - Individualism vs. collectivism - Colour and symbolism - Tone, humor, and gestures - Gender expectations in sport media - Local taboos or sensitives - Language and translation - Literal vs cultural translation - ASL - Social media and demographics - Different platforms=different audiences - Visual vs. text based messaging - Private vs. public interactions Inclusive visual representation Who appears in your marketing diverse bodies, families, languages, abilities Avoiding tokenism - Authentic storytelling from real communities - Fans need to see themselves reflected in the sport content they consume everyone must belong - Images and authenticity one of the most powerful ways to communicate inclusivity and who appears in them - A sensory safe stadium that provides the accommodations to make the experience more comfortable Spot the assumption Who is being represented? Who is being left out? What assumptions are made about the fan base?   bottom line - same source different intent - scanning “what does this about a fan sentiment and communication opportunities - monitoring what is scanning - in sports communications, scanning is structured used to monitor the environment and gather information anticipate issues, identify trends and guide communication strategies 1.environmental scanning - this is about looking at the broader context in which your sports organization operates it includes - internal environment team performance player injuries staff changes operational challenges - external environment competitors league regulations social trends public sentiment media coverages 2.media and social media scanning - sports organizations needs to know what’s being said about them - traditional media: newspapers, tv, radio and sports websites - social media( twitter tik tok) 3.stake holder scanning - key stakeholder can include - fans and season ticket holders monsters and corporate partners - players and coaches - leauge offices league community’s 4.competitive scanning - monitor what rival competitors are doing - deity trends in promotions campaigns fan engagement 5.analysis and reporting - collect and organize the scanned date into actionable insights - summarize trends, identify emerging issued and purposes communication responses - present to decision makers to guide strategy 6.interaction with communication strategy - the scanning insights feed directly into messaging media relations crisis communications and fan engagement campaigns - enables proactive communication rather than reactive responses Thinking about monitoring scanning * proactive, big picture * deals to identify emerging trends issues or opportunities before the become urgent * helps in strategic planning and shaping long term communication strategies * example: noticing a rising trend of fan activism online that could affect sponsorship next season monitoring: * reactive, continuous tracking scope scanning * broader in scope covers internal and external environments, industry trends media landscape stakeholder expectations * often periodic weekly monthly quarterly monitoring * provides data for operational and immediate actions * helps answer: “what is happening now” ? “how should’ve we respond?” * in the moment In a nutshell 🌰 - In short - scanning =strategic foresight - monitoring= tactical awareness - scanning tools looks ahead monitoring keeps you grounded in what’s happening now. learning objectives What do we mean by diverse fan bases * cultural and linguistic diversity * Racial, ethic and national identities * gender and sexuality * age and generational divides * socioeconomic status’s, disability religion -communication is being seen a lot more in sign language The way it was - back then white make dominant - white spectators wore straw hats and that’s the way it was done - diversity in sports as it’s an industry and brings in money as well as if it. right why it matters - expanding global and local audiences - multiculturalism in home markets - avoiding exclusion or backlash - ethical responsibility to be inclusive expanding the brand - brand loyalty across diverse groups - republicans buy sneakers too- MJ on not endorsing Harvey grant cultural norms in sport communication * individualism vs collectivism * colour and symbolism * tone, humour, and gestures * gender expectations in sport media * local taboos or sensitivities language & translation - [x] literal vs cultural translation - [x] multicultural media content - [x] code switching audience adaption social median and demographics - different platforms = different audiences - tiktok vs facebook vs twitter vs x (less flashy wouldn’t be on tik tok where facebook reached and older audiences) - visual vs text based messaging - private vs public intentions - context creation is not really seen on facebook but if anything through market place inclusive visual representation - who appears in your marketing? - divers bodies families languages abilities - avoiding tokenism - authentic storytelling form real communities a lot of trends are going towards diversity ex uni like taking pictures of diverse friend groups to draw in an inclusive environment. shows someone looking at the picture visual representation that they may fit into this place and we see it in commercial. Going beyond performative fans need to see themselves reflected in the sport content they consume this isn’t about checking a box it’s about shaping a story where everyone can belong inclusion must feel real, not performative or shallow . images & authenticity - one of the most powerful ways to communicate inclusivity is through images - who appears in your marketing? - do they represent the actucal makeup of your fan base? - do they include women, radicalized fans, LGBTQ+, supporters Sensory safe - same sports like to communicate excitement with an array of sights and sounds (strobing etc) and that communication from can be problematic for a diverse audience - a sensory safe stadium( or sensory friendly venue) is a sports arena that provides accommodations to make the experience more comfortable

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Infant Development (chapter 2) Alcohol Favorite toy as a transitional Baby’s wants and needs are the same thing Non-emotion induced tears- see two things water and salt. Emotion induced tears- water, salt,endorphins, and endoxified protiens. Toxins and endorphins reduce stress. Prolactin and oxytocin (frequency, duration, intensity) Egotistical response Bioevolutionary speaking crying is a survival instinct. Babies absorb about 10 times radiation than adults. Closer chromosomes with female chimp than a human male. culture dictates how much time we spend with our babies. Bowlby said that culture is so powerful that it can override instincts. Behaviorism theory can say that instinct do not exist in humans. About 77% of infants (12 m) 40 or more hours a week. About 8 of our babies are not raised with their parents. It matters how we raise our kids, because they will grow up and make choices for us. About 75%-80% of women said they were working for personal fulfillment. Women would rather be at work than be with their children at home. Snowball effect- To be able to read those cues, it takes times. so when you don’t spend time with them you wont pick up their cues. Quality time involves quantity. Having kid at work can also be counted as quality because they can still ask questions and make memories. It’s just about the amount of time you spend. They have the highest turnover rates than any other job Cultural feminist- belief that women are superior than men because they will never do things that women could. Feminism-men and women should be treated equally. Formula is digestible and allows you to sleep longer but when awake stomach hurts Ferberize a baby to make them sleep longer. Works for any age, put in crib, pat their back (3 time) and turn off lights and leave room Come back 20 minutes and pat back again and leave without turning light on. Next night 21, 22, 23, and increase each night. Can leave baby alone because they are starving and also since they don’t have a sense of time (they think you leave forever) We spoil babies (holding too much, pick up when crying) 1912 We spoil babies the exact why we spoil fruit, (leave them alone) Anecetipmen is also to ADHD, brain is not receiving signals Day 2 Relational play- understanding what goes with what. Stranger anxiety- you like people you don’t know at all (8-9 months) Categorical anxiety- they don’t like glasses etc. Visual cliff- she was born knowing not to go off cliff. Strange situation test- You can not measure attachment Other countries when given money for having a baby only have one baby. ( Sweden) Independence cannot be taught. Our need for sleep that drives what happens to our babies 80% world’s co-sleeping because everyone sleeps better. Moms slept with babies in the past. Needs have never changed for babies from very first baby to the ones present. According Erickson the first year is where we determine if the word is a safe place. Emotional needs for babies are as important as their physical needs. Letting a child cry it out is perceived as child abuse in other countries. You can be taken to jail and/or ticketed. (Other cultures) Formula feeding is super convenient 88% of white educated American pediatricians In American in curbs where SIDS occurred the most Royal rode to the unconscious - you will deal with the hard stuff when you are awake. Boy and girls develop differently All around the world, all babies start using words at 12 months If not start using words 12 months then might check hearing. Nouns are the first words Chomsky ( are speaking is innate) Talking to us or someone to talk for us The more you’re talked to the more you are verbal fluently The word no Bali is a country where babies that are perceived to be devine Refuse to babies on the ground up until the first 6 months 6 months ceremony 6 months can crawl, and sit up Breastfeeding, staying close proximity, co-sleeping Wearing your baby much more likely to read their cues Make them scared of the whole world Developmentally appropriate More child is held the happier they are, more nursed she will be happier (oxytocin, prolactin) We call this an ancient physiological interdependence. Advanced motor skill, more vertigo Baby is learning through the mothers experience Instinct Less crying ( more time together) Non-medicated births, baby-led breastfeeding, co-sleeping Colic can be withdrawal- formula fed - stomach issues - co-sleeping— miss mom Motor skills- body doing everything the mother is doing Lower vertigo, because you get a workout Separated from their mothers they cry Higher self esteem, they are more self -reliant- lower rates of anxiety and depression Strong sense of self Mesozoic era Two types of mammals -caching hide their young to protect them while they go look for food. Their babies can remain silent for long periods of time Their milk is very very high is protein very high is fat Caring mammals- their young are born helpless, they can’t regulate body temperature, they need constant contact with their mom for protection, their milk is low in fat and low in protein designed for continuous and on demand feeding Humans are caring mammals Monkeys, apes, Pigmies - long term breastfeeding 4-5 years Learn from experiences Babies worn long term !Kung- very very tall people They breastfeed 4-5 years Not having babies often Very sexual people Master gland- nursing often, gland stays silent Breastfeeding becomes spaced not they can have a child Not having periods Sleep 4-7 hours, period comes Baby nursing almost all the time It’s nutritional and its medicinal, and attachment formation More the baby suckle the more milk you make What kind of birth control pill- cannot breastfeed on birth control About 200 years ago the crib was introduced According to John bowlby separation form attachment figure can be physiological damaging Bowlbys primary attachment theory Tears and constant waiting for mom to return Very sad, no affect, low affect Deattachment- know she’s not going to come back Can be long term, Can impair child’s ability to form loving relationships Internal working model is our prototype for all later relationship Bowlby hypothesized in the 1940s that separation from mother can leave to chronic anxiety and depression It is impossible to measure neurotransmitters of a brain of a living human The number one cause of disability is depression Babies don’t have a concept to time Existential sense of self Dichotomy of the public and private sphere Is where you nurture and raise children Family was a man and a women and their children Three types of women Those that have to be mothers They love kids, they want take them back to their parents She doesn’t want kids, doesn’t like them Bought a house 10.5 years after they got married 600 and 25 ft 28 years old car Few months after marriage Car is no 20 years old It is not 600 and 25 ft If we breastfed for 12 months and you save 7,

Long-Term Assets Financial Accounting

Long Term Potentiation