Professional Documents
Culture Documents
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About
the
Editors
WHO ARE WE?
Team Moose is a Group of Ethnographers trying
to find research about millennials They try and focus
on controversial topics that will give a lot of impute on
the way millennials think. Being millennial themselves
and having their own opinions they try and leave them
out of the picture and to create this unbiased magazine,
and provide information and entertainment to 80 00
magazine viewers.
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Catalina Caicedo
Jonathan Henderson
WHAT WE DO...
Each of our monthly magazines is based on a high profile
controvercial news topic. Each topic is related to millenial
lives and we use interviews to show multiple personas.
Christine Kim
Matt Lim
Craig Matola
Michelle Mogollon
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Content:
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15
19
21
25
28
33
35
39
42
46
48
52
56
57
Creation of a persona
Drinking wine with friends
Money Habits
Ettiquette and Your Enviroment
Lextant said what?!
Keep the Guns
Regulation of Guns
Schools and Guns
Guns vs Dogs
The Mental Dilema
Private Sale of Guns
How to Safely Buy a gun
In Conversation
Reframing
What if...
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YOUR
NEW
CASE
CRAIG
MATOLA
DESIGN09
10
Creation of a
Persona
By: Catalina Caicedo
The use of personas is key when trying to figure out whom
to design for. It brings clarity to the conversation; it makes it easier
to bring the user into the process to help the team determine what
ideas meet the user requirements and/or desires. A good persona is
accurate, enduring, clear and relatable. When comparing personas,
between female millennials and male millennials, we tend to find
some yet many differences when bringing them into our research.
Millennials have their own values, goals, attitudes, beliefs,
behaviors, their own ideal experience, and emotions to take into
consideration. Personas tend to vary depending on what the research
team is looking at. Personas can vary in attitude, emotions, and
behaviors and believes. The Lextant personas are based on strong
patterns in the data which increases their validity. Millennials think
about the benefits, the ideal solution, the features, and the attributes.
The majorit y of millennia l ma les and fema les that
participated on our Gun Control Probe at the Art March on May 6th,
2016 tend to agree that law enforcement should be able to remove
guns from an individual who is likely to harm themselves or others.
When gathering this data we figured out millennials agree that
people that are a threat to themselves or others shouldnt own a gun
or be in a household with one.
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Bad food
12
Choose
Good Food
Wisely
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14
Drinking Wine
with Friends
If you think about Millennials
having a good time partying probably
thoughts of hardcore alcohol and chugs
of beer come to mind. Think again
because we love a good wine.
There is nothing better than
to sit down and rela x with friends
while having a drink. This practice
has been going on for as long as we all
can recall. But a new addition to it ,in
the Millennial generation would be the
wine part to it. We tend to choose wine
over other alcoholics drinks. The
scenario may change and still, wine
would be one of, or if not our primary
choice.
I as a millennial believe this is
because we take wine as a drink that
will relax you and make you enjoy your
time with your friends or if consumed
to a greater extent it will most definitely
make you a happy drunk. If we are good
at anything, it would be texting and
wine drinking.
Last year 42% of all the wine
in the US was drank by millennial.
Thats according to new research in
the nonprofit Wine Market Council.
That is almost half the wine in the entire
http://www.usatoday.com/story/money/nation-now/2016/02/15/millennials-drink-nearly-half-all-wine-us/80420746/
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17
Millenial
in the Cafe
Trap
By: Christine Kim
To m i l l e n n i a l s i n t h i s
contemporary society, coffee is one of
essential factors not only for tasty but
also many reasons. It is clear that we love
coffee, according to our research three
out of five people go to cafs to drink
coffee every day. Since Savannah has
more local cafs than big chain cafs,
most people go to local cafs, on the
other hand, according to article The
Appeal of Coffee Shops for Millennials,
millennials who are in the U.S. mostly
go to huge and famous coffee brands.
There are some reasons for people going
to cafs such as personal reasons and
also that cafs set attractive strategies to
attract customers.
First, people regard cafs as a
socialize place. In our interview, Abbey,
who is a SCAD student, said she usually
goes to cafs with her friends at night
after homework. Meanwhile, it seems
like cafs also have made great strategies
to attract customers. Secondly, the caf
is a place for working. According to the
article The Appeal of Coffee Shops
for Millennials, Results from five
experiments demonstrate that a moderate
(70 dB) versus low (50 dB) level of
ambient noise enhances performance on
creative tasks and increases the buying
likelihood of innovative products.
This is obviously true by showing in our
19
are happy
22% are
overwhelmed
34%
are content
20%
20
20%
15%
14%
The Millennial Generation | Millennial Money
We are said to be the generation, which is having more
difficulty managing their money and being uncertain of our monetary
future
According to Mark P. Cussen, in Money Habits of
Millennials, the Great Recession was a big reason why we feel like we
wont be able to achieve material goals such as finding a perfect house
and working a dream job or even retiring. The article also mentions
how the earlier millennial are still trying to get on their feet financially.
And along with the market crash of 2008 it made us distrust financial
advices coming from professionals or even the millennial parents. We
tend to go more on our own instincts to believe what we think is
best.
Cussen as well mentioned how the American institute of
certified public account made a survey in which three quarters of
millennials want the same material things as their friends. Half of
them have to use credit cards to pay for daily necessities. 25% have
late payments or are dealing with bill collectors.
In our research done in millennial dining we observed how
out of 9 millennials, only 3 decided to pay in cash and the rest used
some sort of credit card payment, therefore these are going to be in
some sort of debt. Consequently they cant keep track of how much
they are spending or need. The article mentioned how seven out of
ten millennials define financial stability as being able to pay all
their bills each month. In comparison, a Baby Boomer or a nonmillennial would probably say living comfortably and then able to
enjoy some extra.
So our generation dealt with difficult times and it may be
one of the reasons why we struggle to manage all of our money and
invest properly. We also tend to have more resources with which
we can see our value and make ourselves believe whats best. So our
monetary and financial future depends on many factors and how we
learn to deal with them. If not luck
MONEY
HABIT$
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http://adsoftheworld.com/media/print/rayban_lovers
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Ettiquette
and Your
Environment.
By: Catalina Caicedo
The differences in dining etiquette differ with the
type of restaurant or place a person is in. When a restaurant
is more formal, millennials tend to be dressed well and the way
the act is more formal. People tend to be more aware of their
surroundings and the way they act if its a more serious location
or event. We researched several restaurants and locations to
gather information on this topic. We went to Funky Brunch and
noticed that millennials and their etiquette were different than
when we researched in Belfords and in The Florence.
At the Funky Brunch, people tend to be more focused
on doing their own pancakes and taking pictures of their
work or being on social media than they are focused on the
conversation going on. At Belfords and The Florence people
were completely focused on the conversation and the people
they were surrounded by. Millennials were also seen using their
napkins on their lap while they were having dinner in Belfords
and The Florence while at The Funky Brunch they were on the
table.
Millennials tend to go out to eat more often than
their parents (Generation X) or their grandparents (Baby
Boomers). 53% of millennials go out to eat at least once a week,
says Morgan Stanley from Business Insider. Our definition
of healthy is totally different, we are more into fresh, less
processed and fewer artificial ingredients. Fast casual is when a
restaurant serves casual-dining quality food at fast food speeds.
Millennials feel like they are getting great-tasting food for a
good price.
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https://www.scmp.com/sites/default/files/2013/07/16/5a1ee3eb15bccc6bc789f4e7a7865b00.jpg
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Lextant said
what?!
By: Catalina Caicedo
The Millennia l generation is completely
different from all the previous generations. As Millennial
we are more willing to buy from less known brands or
popular brands that are lower in price due to the need
to balance spending with lower incomes or the desire to
experience new things. Living healthy is now the most
popular thing in our generation. We started combining
fun exercise with food that is nutritious and good at the
same time. Lextant: The Human Experience Firm report
says that we are making conscious efforts to stay stress
free. Health-related sporting events, organic foods and
the tracking health goals and health in general are very
important for all of the Millennial generation.
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This generation allows for new experiences,
independence and productivity all at the same, especially
transportation. Transportation services like biking or
driving have always been key to generations, but the
Millennial generation has made bike sharing and carsharing services thrive around the US. The flexibility
this allows makes for new ways to travel. Lextant says
Transportation is being redefined, that Millenials
tend to value it more than previous generations, but at
the same time transportation is just as important to the
Millennial generation as it is for other generation. The
way we transport around might be different but we value
it way more than any other generation historically. It is
not changing for Millennials in a sense of the type of
transportation in general; the only thing that has really
changed is the importance.
Millennials have seven values that are divided
into three sections; I want to live, I want to love, and I
want to do. In the section of I want to live, Lextant says
that the first three values are Enjoyment, Independence,
and Discovery. Millennials are driven to be independent,
we want to figure things our in our own way. We believe
that what is important is to do the things we love
and have a good time as it is to work hard and achieve
success, says Lextant. The second section is I want to
love, Lextant says that the next two values are Giving
to others and Meaningful Relationships. The next two
values, Accomplishment and Involvement, are part of the
last section called I want to do. We like to be involved
and to achieve our goals to the max.
When comparing Lextants research and our
own, they dont differ much. We found out that Money is
something we want to worry about just like Lextant; the
Millennial generation doesnt want to worry about having
enough of it. We work to secure our future and to make
good and smart decisions. Health is very important, we
like taking care of our physical and mental health. Time
balancing is important for the balancing of professional
and personal life; they are both critical to our happiness.
The only difference between Lextants research and ours
is that we focused more on the enablers than the seven
values we have and that others portray.
http://alleecreative.com/wp-content/uploads/2015/04/shutterstock_156557930.jpg
We have a new
perspective And
understanding on what
truly drives them.
http://www.lextant.com/newsite/wp-content/uploads/2016/04/Lextant_TheMillennialsProject_abstract.pdf
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32
We Say,
KEEP
THE
GUNS
Gun Control has become an important topic
in the US in recent years. Whether or not Americans
should have the right to own guns has been hotly
debated, and is now one of the main issues that
politicians platforms stand upon. A prevalent
opinion is that the right to own a gun was once an
important thing, when the nation was young; now
that the US is a modern, civilised industrial society,
it is no longer something we need. In doing research
on millennials, we found that many actually oppose
this idea. In fact, our studies pointed out that older
generations favor gun control significantly more
than the millennial generation.
A study of millennials in the Gulfstream
Center for Design building at SCAD showed a little
over half favored gun control. In contrast, a study
done at Art March showed that more millennials
were opposed to it. (Insert Infographic) This could
show that college students specifically may be less
in favor of gun rights as a group than millennials
as a whole. We also realized that people who had
served in the military seemed more likely to oppose
restrictions on gun ownership.
Some comments we received on this issue
highlighted important information that could reveal
why people want to keep the ability to own guns.
One person commented that both of their parents
own guns and their father uses them to hunt.
Another person said that they owned a gun, but that
it is stored in a safe bolted to their house. These
comments showed us that people came from various
backgrounds and ways of thinking about firearms.
One type of gun control that millennials
strongly support is restricting concealed carry
firearms from college campuses. Roughly threefourths of millennials polled said that concealed
carry should not be allowed on campus. (Insert
Infog raphic) However, we did receive some
comments from people saying that it was a good
thing because one can defend himself.
In conclusion, we can say that the right to
own guns is still an important thing to many people.
33
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Regulation
of Guns
By: Michelle Mogollon
This is a very controversial topic. Being one of the mainly debated discussions
currently, it was though that at least the millenials would have been leaning ithe majority
in a ceratin respose; in comparison to the other generations. suprisingly our theory got
proven wrong when discovered that In The United States 50% of millennial believe
its best how the laws are regulated currently, that is by the state. And the other 50 %
agree that it should be regulated Nationally. This is according to research done by
our team of ethnographic researchers on the Scad college For Art and Design. It should
be taken into account that being in an art college makes the millennials think in a more
liberal way than the other general millennial population. Regardless of having this
liberal way of thinking still the millenial way of thinking was clearly devided.
A good point in which some comments were made were on this topic were Its
biased because if you are a republican and the president is a republican you would
most definitely support nationally but if you are a democrat and the president is
a republican you would say by state. And vice versa. It depends a lot on the belief we
have with the president and what he believes on.
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36
37
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Schools
and Guns...
By: Michelle Mogollon
C a r r y i n g w e a p on s on
campus can either bring a sense of
security for each individual or not
carrying weapons at all will bring
a sense of security in general. This
two have valid points on which you
for one would want to protect yourself
and not having some sort of weapon
can leave you at a disadvantage.
But another valid point will be if
no one was carrying a weapon that
disadvantage will be eliminated.
When we asked in Savannah
College of Art and Design what the
millennial thoughts about this two
things 75.96% of them agreed that
it was for the best if there were not
allowed to carry on campus. But
still 24.04% still argued that they
should be able to protect themselves
in case of an emergency.
How do
you stop
a bad
guy with
a gun?
Re-phrasing
and
generalizing the questions to all
campuses the question was asked
in an event called the art March
in Savanna h, G eorg ia. We ask
millennials and non millennials
of what they thoughthought of
concealed carry on campus and
http://my-bullet.com/new/wp-content/uploads/2014/04/bullets-1204-1280x960.jpg
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How many
steps does it
take to adopt
a dog verses
purchasing a
gun?
Of course this steps are
relative and will change depending
on where you purchase either of
these but, lets rough it out.
40
We l l j u s t o n p a s t
experiences on buying a dog here in
the United states about five major
steps. For starts there is finding the
dog and where I purchase mine was
from a website. The second major
step was calling the website and then
getting in contact with them and
at the same time the breeder. They
would ask you a series of questions
to see if you are compatible with the
dog or whether your living condition
is enough to support a dog, or if
even your apartment or house have
all the requirements in order to be
acceptable for the dog. The third
step would be paying and giving your
personal information in order for
them to book a flight for the dog and
in order for them to be sure you are
the correct person that needs to get
Guns
vs
Dogs
By: Michelle Mogollon
https://georgia.gov/popular-topic/applying-firearms-license
Liberachi.org
41
According to Mayo clinic Mental Instability is define as a wide
range of mental health conditions and disorders that affect your mood,
thinking and behavior. The topic of the mind and its illness has been
on the rise in the news lately. In a cultural probe our team took at
the Savannah College of Art and Design and surrounding area we
connected metal instability and guns. People connect the two ideas
and thoughts go immediately to, bad idea, harm to themselves and
others, irresponsibility, dangerous.
However, according to an article from the New York Times
less than 5 percent of gun homicides between 2001 and 2010 were
committed by people with diagnoses of mental illness. Many mass
shootings and murders are not because all the people have mental
illness. With varying levels of mental health conditions it becomes
difficult to track who is at risk to themselves and others. When our
ethnographers researched the topic the findings varied drastically. By
changing and re-phrasing questions they were able to scrape the surface
of the millennial generations thoughts. The questions were
42
The first question resulted in 84% of millennials in favor of removing the guns
temporarily if harm may occur. While when the question was phrased in a new way it turned
into an almost unanimous agreement of 99% people were against people with mental instability
from getting guns. Surprisingly when a realistic form of checking on the mental state of gun owners
image from http://www.brainfacts.org/
Save Lives
or
Money?
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44
CocaCola.com
Apple.com
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Private Sale
of Guns
By: Jonathan Henderson
The laws regarding the private sale of firearms
by civilians is a hazy issue and is not controlled as strongly
as the sale of firearms by licensed dealers. We found that
female millennials more so than male, along with parents of
millennials, were opposed to the private buying and selling
of firearms in the US. Those that do not own firearms may
not be aware of the existing laws regarding private sellers of
firearms. According to our data, far fewer female millennials
own guns than males.
In the US, under federal law A person may transfer
a firearm to an unlicensed resident of his or her State,
provided the transferor does not know or have reasonable
cause to believe the transferee is prohibited from receiving
or possessing firearms under Federal law.1 In contrast to
the regulations regarding FFL (Federal Firearms License)
holders, this is a fairly unregulated transaction, with no
mandatory background check. Because it is fairly easy to
obtain a gun from an unlicensed dealer, even many of those
who are in favor of gun rights are wary of the current laws on
private firearm trade. Especially in a city like Savannah, where
shootings can be a daily occurrence, this is an understandable
stance to take.
Clay, Natalie. Battery. GB: The Noun Project, n.d. SVG.
Gupta, Rohan. No Chemicals. IN: The Noun Project, n.d. SVG.
Rowe, Mike. Two Thirds. AU: The Noun Project, n.d. SVG.
Demushkin, Sergey. Arm Sling. RU: The Noun Project, n.d. SVG.
Boatman, Edward. Greetings. US: The Noun Project, n.d. SVG.
Shaull, Lorie. Rash. US: The Noun Project, n.d. SVG.
Kolodziejski, Piotr. Smell. PL: The Noun Project, n.d. SVG.
David, Maxim. Clean Tshirt. IT: The Noun Project, n.d. SVG.
Shower. N.p.: National Park Service Collection, n.d. SVG.
https://www.atf.gov/firearms/qa/whom-may-unlicensed-person-transfer-firearms-under-gca
Hernandez, Alfredo. 3 Xs. Digital image. The Noun Project. N.p., n.d. Web. 22 May
2016.
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https://www.atf.gov/firearms/qa/whom-may-unlicensed-person-transfer-firearms-under-gca
Guns Ownership by
percent of population
AZ
32.3%
VT
28.8%
CO
34.2%
OH
19.6%
NV
37.5
ME
22.6%
CA
20.1%
MN
36.7%
NJ
11.3%
GA
31.6%
IN
33.8%
NC
28.7%
MS
42.8%
FL
37.5%
WV
54.2%
MO
27.1%
WA
27.7%
ND
47.9%
SD
35%
OK
31.2%
TX
35.7%
MT
52.3%
AR
57.9%
IL
26.2%
MD
20.7%
DC
25.9%
NH
14.4%
TN
39.4%
MI
28.8%
MD
20.7%
HI
45.1%
NE
19.8%
SC
44.4%
AK
61.7%
ID
56.9%
OR
WA
27.7% 26.6%
DE
5.2%
VA
29.3%
NM
49.9%
UT
31.9%
WY
53.8%
KS
32.2%
NY
10.3%
KY
42.4%
CT
16.6%
WI
34.7%
PA
27.1%
MA
22.6%
RI
5.8%
LA
44.5%
MS
42.8%
IA
33.8%
47
How to Safely
Buy a Gun
By: Christine Kim
3
Buy a gun
from a licensed retailer
48
http://www.wikihow.com/Buy-a- Gun
4
Provide the necessary information.
It is not done that after you find
a licensed retailer for a g un,
you will need to provide your
identification and confirmation of
the above Federal guidelines with
information of firearms. However,
this process might be different
depends on rule of country.
Know
your right
Store
the gun safely
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In Conversation
with Nicholas
Taormina
By: Craig Matola
52
Food. Its the magical thing that keeps us all
going in life. Not only being a lover of consuming food
but, also loving the magic of cooking, I genuinely enjoy
the process everyday. There arent many daily tasks that
have the potential to be outstanding and change your
mood in the way that food can. How you eat sets the mood
for the day or it gives you the midday reenergization to
get you through the back nine. If you have three meals
a day that makes over 1,000 meals a year, they can get
bland or you go through phases of eating the same three
meals for dinner and two breakfasts. It happens to all of
us. I recently found myself in one of these culinary luls
and needed a way out. I decided to seek out a smaller part
of the foody life, the morning coffee. To learn more I sat
down and spoke with Nicholas Taormina.
Taormina is from Montclair, New Jersey. He
has worked at a Movie theater under a large company,
at a mom and pop shop as a busboy and at Raymonds
as a brewista for nearly three years before he moved to
Savannah, Ga where he worked as a Brewista once again.
We focused our conversation mostly on the Brewista
job at Raymonds in Montclair. Taormina explains the
city as an area of young people, few chain restaurants
with lots of family owned shops. Starting as a low level
employee, he looked up to the Brewristas which were
only a couple years older but far more experienced at
the time, thinking, I thought latte art was so cool!
Taormina mesmerized by the abilities of taste smell
and how beautifully you could transform a drink into a
canvas. He once admired and then grew close to the other
employees, building a community inside the restaurant
which customers noticed their joy through the food and
drink. As all good things come to an end people change
and move, Taormina stayed as others left the business and
the business expanded to a second location.
Taormina said that being in a small restaurant
I thought
latte art was
so cool!
that worked close together was different than even a
restaurant with two location or 100 locations, At a larger
corporation its mostly young people doing their first or
second job, the managers cant be as personal with you.
Everything is stricter and you have a bunch of guidelines
to follow. I much prefer to work for a smaller business, you
can suggest changes and theyre heard. Being able to talk
to people in the food business is especially important.
Two places can serve exactly the same food but, if one
doesnt have great communication with customers from
the beginning it will be a worse experience for them.
With only about an hour or so to grab a customer and
make them want to come back time and time again is a
very short time to make a massive impact on them. There
is the opportunity to get their attention real fast though
and thats exactly what Taormino loves.
With food it may take you an hour to make
a meal that can blow people away. Art and design take
so much longer to blow someone away, and you usually
enjoy it with them or you share it with someone.
Taormino explained the best possible way that food
affects millennials. He explained a scenario where from
the bar he could watch the waitress interact with a group
of millennials all on their phones. They are uninterested
but, one orders a latte. After Taormino pulls the espresso
and foams the milk finely, he carefully crafts a kitten face
on the top and finishes it off with two dollops of foam as
paws protruding from the mug. When the drink arrives
at the table turns from girls once glued to their phones
to being able to hear them from across the restaurant,
O MY GOD THIS IS SO CUTE its hilarious. And
the joy is returned unknowingly to the master who
crafted it, even before they taste it. Taormino says he
keeps instagram going because of this tasteful little
art surprising people with a new face on their mug and
challenging himself to make a new creation.
That is how food changes our mood, whether
its crafting it ourselves or seeking out the cutest latte
in town. Food runs deeper than we realized because
we enjoy it so often, and it never has to be nuisance to
find something to just eat because youre hungry in
the moment. It can be frustrating when youre starving
and you see open seats but, the host tells you its a twenty
minute wait. Luckily Taormino gave us a few things to
think about next time we visit a restaurant...
A lot goes into restaurants that you dont really think
about. Waits at restaurants are actually calculated, the
wait for a seat is determined by how to keep the kitchen,
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REFRAMING
56
Reframing is an exercise that contains
four steps: stating an insight, creating four
supporting statements for that insight,
creating four opposing statements, and
forming an opposing insight to the original.
Our process started with our core belief that
using soap while showering is important. After
thinking through this process we came to the
conclusion that our four opposing statements
were: feeling of being clean, removes dirt,
prevents infections and smell is important.
The forming opposing insights to the original
we got: it is natural to rinse off, chemicals are
unnecessary, the body heals naturally and your
body has a natural scent. Showering is not
important.
What if...
What do you think the world would be if there
were no more guns in it? Do you think less violence and
trauma would occur? Or do you think that more Tragedy
because that weapon of easy protection that we have
will be gone? About 100 scenarios may happen but lets
put one in theory and show possibilities of what could
happen.
Starting by our daily live routines like walking
at night, going grocery shopping, and eating on a
restaurant. You dont even think of danger or anybody
can just go crazy and harm you because there are no
guns. Guns arent a possibility and if someone decided
to carry a knife, people can defend themselves and law
enforcement can come and protect everyone easier too.
Its not that he can easily kill as many people or harm
people as quickly either with a pull of a trigger. Also
think about all the money that the governments
will be saving from all of that. All that money could be
invested in solving problems like world hunger support
Fema, ending terrorism, ect.
Not everything will be harmony and goodness
in the world though we are just taking a weapon from
the bad people but keep into account that we are
taking away that same weapon from law enforcement
and good people too. For many individuals that sort of
weapon is needed in order to provide for their families or
for themselves taking it away only will add to difficulty of
it. There fore there is a possibility that more hunger in
the world will appear. Also according to if there were
no guns by Joe Huffman it is said one man with a gun
can control a hundred with ought one. But the odds are
probably not much different for one well-trained man
with a Bronze sword and a shield.
Many people will call you ignorant if you believe
that a world with out guns will be better but many would
argue the contrary, seeing that you cant picture a better
place without that form of violence.
http://competitions.archplatforma.ru/imgs/users/rabots/22659/biggest/file3977697238.jpg
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MOOSE
in home
3D Printer
http://science-all.com/images/dog/dog-06.jpg
Charlie says,
Print me now!
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912-345-6789
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