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- Creators: School of International Letters and Cultures
- Creators: School of Historical, Philosophical and Religious Studies
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
- Member of: Theses and Dissertations
- Status: Published
Language has a critical role as a social determinant of health and a source of healthcare disparities. Rhetorical devices are ubiquitous in medicine and are often used to persuade or inform care team members. Rhetorical devices help a healthcare team acknowledge and interpret narratives. For example, metaphors are frequently used as rhetorical devices by patients to describe cancer, including winning or losing a battle, surviving a fight, war, potentially implying that the patient feels helpless like a pawn fighting in a struggle directed by the physician, thus reducing patient autonomy and agency. However, this occidental approach is flawed because it excessively focuses on the individual's agency and marginalizes external factors, such as cultural beliefs and social support (Sontag, 1989). Although there is a large body of research about how the rhetoric of medicine affects patients in the United States, there is a lack of such research about how patient experiences' rhetoric can help increase the understanding of Latino populations' unique social determinants. This creative project aims to analyze the rhetorical differences in the description of disease amongst Latino and American communities, translating to creating an educational module for a Spanish for biomedical sciences class. The objective is to increase future healthcare professionals' ability to understand how the composition of descriptions and medical rhetoric in different mediums of humanities can serve as critical tools to analyze social determinants in Latino healthcare delivery.
To gain insight into the state of the industry and current position of independent bookstores, I will first examine the past fifty years of the brick-and-mortar bookstore, followed by a Porter’s Five Forces analysis of the industry threats and a SWOT analysis to compare the strengths and weaknesses of independent bookstores. Next, the patrons of independent bookstores will be discussed with a focus on the two largest consumer groups of Millennials and Baby Boomers, their characteristics, and the opportunities they provide to bookstores. After this there will be an exploration of the competitors to brick-and-mortar bookstores, focusing on Amazon and then touching on some of the other rivals to bookstores’ consumer base. The next section will be an in-depth analysis of a variety of bookstores across the United States, with attention to their successful practices, goals, concerns, and failures. First, there will be a comparison of industry success and failure through case studies of Borders and Powell’s bookstores. Next, there will be a comparison of five beloved independent bookstores across the country to share their varied competitive advantages that are the secret to their success. Finally, there are primary source interviews with the employees of three major Phoenix bookstores, which provide insight into the goals, current projects, attitudes, and inner strengths of these businesses. Finally, the thesis will conclude with a section offering solutions and suggestions for independent bookstores to pursue based on the primary and secondary research discussed above. These recommendations are focused on five key areas:
• Community
• Consumers
• Store Design
• Technology
• Diversification
Ultimately, the information provided by this research and these interviews indicates that while vital business changes are being pursued by independent and chain bookstores across the United States, the independent bookstore shows no signs of disappearing in favor of online vendors or e-readers.