Communication Strategy Employed By Pop Artist Rihanna Film Studies Essay

Communication Strategy Employed By Pop Artist Rihanna Film Studies Essay In this essay, I will be analyzing how Rihanna has used the media to communicate or portray her different messages through her music. On the other hand, however, there is the media that has its own version of those messages thus, constructing different realities for the perceiving audience. The Media provides information and updates on various happenings and issues on all aspects to the public thus providing them basic knowledge and information to enable them make their own judgments and perceptions such as, social perceptions (Sadaf, 2011). Sadaf (2011) explains social perception as the means in which we make sense of our social world through media representations as it plays an important role in making some issues important and some issues important. I will then discuss Rihannas communication strategy to her audience through her music as well as persona using the narrative theory through communication as a structure. In reality, there is no RIHANNA. Her real name is Robyn Rihanna Fenty. Rihanna is a concept adopted by the music industry to sell music as Wall (2003;153) says, Stars are a form of capital in which a record company invests significant sums of money to gain publicity and reinforce an image they believe will in turn will generate greater sales of that stars records. The stars image however is not real. It is a representation of wider social values and a constructed set of individualness where the audience feels it knows the stars personality but in truth, this image is just a media text. How authentic a star may feel to its audience depends on success of the construction of the stars persona around the different facets of their personality (Wall, 2003; 153). Robyn Rihanna Fenty dropped two of her names and only took on Rihanna because it not only sounds exotic but also there was no Rihanna in the music business. That accorded her authenticity as an artist because when her name was mentioned, people would immediately know which Rihanna it was. Rihanna has thus been able to communicate messages of authenticness through the way she sings dresses and acts while in the public. This is a way for her to tell the public about herself and how her music is supposed to be understood.( Machin,2010;32) This she does through her choice of album names and sleeves from which the audience can make a guess at what she will sound like. Machin (2010; 34) also says that the images used on the album sleeves help communicate certain discourses, values, identities and so on. The chosen typefaces used for the artists name on the sleeve also communicate ideas and attitudes. In my observation, Rihannas public persona and her album sleeves contribute towards her authenticness as a musician but at the same communicating varying messages. Dyer (1987 cited in Tolson 2001) defined authenticity or the act of being yourself as a concept derived from the ideology of individualism where individuals are said to possess an inner irreducible essence. A true self behind whatever public face, or mask they may project. Rihannas authenticness can best be seen in an interview with Oprah on the Oprah Winfrey Show where the viewing audience was teased with a Rihnaana as youve never seen her before opening line. In this interview, Rihanna talks about her life and her relationship with Chris brown. Oprah succeeds in making her cry which is the epitome of the show as through Rihannas tears, the audience is able to feel her emotion. Tim Wall (2003;153) says the audience is made to feel like it knows the stars as individuals but that this experience is mediated through interviews, records, photos but the knowledge obtained about the stars is a product of carefully executed campaign plans all so to encourage the audience buy the stars records and an array of assorted merchandise. However, in the real world, there is no actual audience as they are mere constructions. An audience exists when a certain role has been played out that identifies with certain people who in turn become the audience. (Mafalda 2012) In the interview with Oprah Winfrey, Rihanna played the role of the victim by both the relationship with Chris Brown and in the media. However, the interesting part about the interview was how she turned the story around depicting Chris as troubled and in need of help. While the media had showed her as the victim, she called Chris the victim constructing a different reality for the audience from the one made by the media. Rihanna was able to expand her audience after her publicized domestic violence case with then boyfriend, Chris Brown. The issue was extensively covered by the media in which she was depicted as a vulnerable woman while Chris Brown as a beast. In turn, she used this to earn her more sympathizers and therefore generating a larger audience as she was now looked as a beacon of hope for domestically violated women while Chris Brown lost a few of his own audience as he was now labeled a woman beater. Celebity and scandal are closely linked where scandal is supposed to increase the celebrity quotient of the star. The scandal isnt just about the celebritys life alone but of events that accord them iconicity and notoriety (Nayar, ;113). Rihannas biggest scandal is her involvement with ex boyfriend Chris brown even though he beat her up early in the relationship and not even the fact that he has a girlfriend. Rihanna stirs controversy in her communication through her openness about sex. Wall (2003) suggests that Sexuality and the representation of gender and sexual preference play significant roles in the music and image of individual artists. Rihanna has featured numerous times in mens adult magazines such as GQ and Esquire, also singing a lot about sexual tendencies in songs such as Te Amo in which she plays out a l esbian scene and SM. SM refers to Sadism (S) and Masochism (M) defined by Weinberg (1987) as the frame with which people distinguish their pretend play from actual violence or domination; this frame hinges on the BDSM credo, safe, sane, and consensual. Another commonality is the recurring elements that are played with, including power (exchanging it, taking it, and/or giving it up), the mind (psychology), and sensations (using or depriving use of the senses and working with the chemicals released by the body when pain and/or intense sensation are experienced) (Pawlowski,  2009) In the song SM, Rihanna plays with the media in a way that depicts her first as an object for study. However, she is able to conquer the power from the journalists through BDSM. Edwards (1993) takes the concept of a beauty ideal one step further and contends that the black women featured in music videos exemplify physical characteristics of the tragic mulatto. Many of the black women featured in music videos depict a Westernized beauty ideal of lighter skin, long hair, and blue or green eyes. Previous research findings show that color tone could have some influence in the way a celebrity is perceived and is able to appeal to their audience. People attribute higher status and grant more power and wealth to people of one complexion, typically light skin, within the groups designated as non-white (Hunter 2011) Charles (2009a) suggests that hegemonic representations of white skin are thoroughly rooted in multiple social institutions including education, religion, mass media, and popular culture where images of white beauty do not simply rely on white women with blonde hair and light eyes to sell products. Rihanna uses her body to sell her image, through displaying her femininity recognizable through, for example, edgy clothing that combines frilly, pretty femininity with a masculine style and garments that suggest a more porn-inspired raunch (Levy, 2005). celebrity culture, through the pop musicians (Baker, 2004), provides a rich source of meanings around sexuality. These meanings appear to be heavily saturated by raunchy (see Levy, 2005) representations in music videos where body revealing clothing is accompanied by acts of sexual simulation, self-touching, sexual poses and so on (Jackson, Vares Gill, 2012). She has been able to promote her own personal brand through social networking skills using platforms like twitter, instagram, as well as her uniqueness in her hairstyles, fashion sense, lyrics and attitude. While a good brand elicits thoughts, a great brand elicits feelings. She has been able to create emotional friendships with her fans whom she calls the Rihanna Navy through her social network sites publicizing personal events such as the death of her grandmother whom she called grand gran Dolly. Rihanna has also been able to establish with time an archetype for her brand personality and story. This is in her on camera character as a defiant hardcore girl. This image can be seen in latest albums such as Good girl gone bad, Rated R and Unapologetic. Rihanna has been able to set herself as a brand using her fashion sense, being endorsed by brands such as Armani, Nivea, Oprah, Nike and Clinique increasing her social capital. Her diversity in the brands she promotes suggests her success as a star. However, When celebrities endorse a particular product, the public is more likely to believe in its effectiveness and purchase the product, and when a celebrity particularly endorses a skin-lightening product, they are also endorsing the act of skin-lightening itself, suggesting that their own beauty is attainable and that skin-lightening is a mainstream, culturally acceptable act (Hunter,2011). McCracken (1989 cited in Grace Phang ;4) states that a consumer sees a celebrity endorsing a product and they recognize the essential similarity between the message, product, and celebrity and transfers the meanings of that celebrity to the product simply because Celebrities play roles where their image carries the meanings of those roles. All above factors mentioned have helped her build an identity as a celebrity. However, her Caribbean beats and looks had been around for a while and to succeed as a star she had to undergo a massive change. The duet with Justin Timberlake saw her morph from the girl dancing to Pon De Replay to the woman that invoked desire. This metamorphism in character and identity expanded her fan base. Her identity did not just change with her choice of songs but also her wardrobe. She cut her hair short and dyed it black which also grew a series of metamorphism where it went from cheek length to just one side long the other remaining short, to being boyishly short and finally red. This cutting of her hair was not just fashion sense speaking but she was communicating to an audience. Rihanna has been able to express herself in a variety of ways especially through her dress code, most notably her hairstyles. However, this is a mere strategy to sell her image, as it is a constructed image that the audience associates with her. As observed, all music or movie stars are a mere construction, they are a source of capital for record companies that own them. (Wall,2003;153). A lot of money is invested in Rihanna as the brand, therefore, developing and publicizing her star image is not just to sell individual records as people always need something new to keep them interested but as a brand or commodity (Wall,2003; 154). This practice involves ongoing maintenance of a fan base, performed intimacy, authenticity and access, and construction of a consumable persona. popularity is maintained through ongoing fan management; and self-presentation is carefully constructed to be consumed by others.

Child Development :: essays research papers

How To Prepare For The Birth Of A Child   Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  First of all Don’t be doing stuff that would make you at the risk for being pregnant, consider all alternatives, such as delivery, abortions, and adoption, and make a decision. If you decide to carry the child full term, continue on to the following step Make sure you have the means to pay for the options you choose. You will either need a very rich husband, or medical insurance.   Ã‚  Ã‚  Ã‚  Ã‚   Vitamins, are very important take some every morning until the end of your pregnancy. If they make you puke, try taking them at a different time of the day. If they still make you sick, call your doctor. Your doctors will tell you to switch to a multi-vitamin from the store. If these changes do not work, you will need to change your diet to make sure you are receive all the vitamins you need.   Ã‚  Ã‚  Ã‚  Ã‚  Prepare yourself emotionally. You need to change your personal habits and lifestyle based on the knowledge that your unborn child is defenseless, and needs to be placed as first priority. Smoking, drinking alcohol, taking drugs, consuming excessive amounts of caffine, and other such habits should be stopped, or your baby ends up as a crack addict. You need to realize that soon you will not have the body of a supermodel.   Ã‚  Ã‚  Ã‚  Ã‚  Start a journals to your child. This increase the bond between a mother and child. This will help you realize more rapid that there is an actual human being growing inside you. Write about important events that are happening during your pregnancy. This may be useful later in the childs life. Tell your baby what it feels like when you lay in bed waiting to count it’s fingers and toes.   Ã‚  Ã‚  Ã‚  Ã‚  Take care of your body. Eat health foods and drink a lot of fluids.Drinking milk is a wonderful source of calcium. If you are experiencing morning sickness, start eating small healthy meals frequently, instead of three large meals every day. An empty stomach adds to the nausea. Avoid greasy foods, and foods that may give you heartburn. Heartburn is very common with pregnancy. Elevate your legs higher than the level of your heart as much as you can throughout the day, balanced with time spent walking around. Exorcise regularly. Do not over exert yourself, but try stretching and strengthening your leg and mid-body muscles.

Prom Nights from Hell Chapter Nine

He said, â€Å"Hi.† And she said, â€Å"Ho.† God. GOD. Could she just say one normal thing? Thanks Crazy Mouth. He cocked an eyebrow at her. â€Å"I didn't know you were coming to prom.† â€Å"I-changed my mind at the last minute.† â€Å"You look nice.† â€Å"You too.† Which was an understatement. He looked like a double stack of cinnamon apple pancakes with a side order of bacon and hash browns (extra crispy). Like the best thing Miranda had ever laid eyes on. She felt herself staring at him, then looked away, blushing. There was a moment of silence. Another one. Don't let it go beyond four seconds, she reminded herself. It had to have been one second already; that left three, now two, say something! Say- â€Å"Are you wearing space pants?† Miranda asked him. â€Å"What?† How did it end? Oh, right. She said, â€Å"Because your butt is fine.† He gazed at her in that way he had like he was measuring her for a straitjacket. â€Å"I think-† he started, then stopped and seemed to be having trouble talking. Cleared his throat three times before finally saying, â€Å"I think the line is ‘because your butt is out of this world. â€Å" â€Å"Oh. That makes a lot more sense. I can see that. See, I read it in this book about how to get guys to like you and they said it was a line that never failed but I got interrupted in the middle and the line before it was about china-not the country, the kind you eat off of-and that is where the fine part was but I must have gotten them confused.† He just kept staring at her. She remembered the other advice from the book, â€Å"when in doubt, make an offer,† reached out, grabbed the first thing she could put her hand on, held it up to his chin, and said, â€Å"Nuts?† He looked like he was about to choke. He cleared his throat a few times, took the nuts from her, put the bowl back on the table, stepped toward her so that their noses were almost touching, and said, â€Å"You read a book about this?† Miranda couldn't even hear his heartbeat over the sound of her own. â€Å"Yes, I did. Because clearly I wasn't doing it right. I mean, if you kiss a guy and he pulls away from you and looks at you like your skin just turned to purple slime, clearly you need to spend some time at the self-help section of-â€Å" â€Å"You talk more when you're nervous,† he said, still standing close to her. â€Å"No I don't. That's absurd. I'm just trying to explain to you-â€Å" â€Å"Do I make you nervous?† â€Å"No. I'm not nervous.† â€Å"You're trembling.† â€Å"I'm cold. I'm wearing practically zero clothes.† His glance went to her lips, then back to her eyes. â€Å"I noticed.† Miranda gulped. â€Å"Look, I should-â€Å" He caught her wrist before she could take off. â€Å"That kiss you gave me was the hottest kiss I've ever had. I pulled away because I was afraid I wouldn't be able to stop myself from ripping off your clothes. And that didn't seem like the right way to end a first date. I didn't want you to think that was all I was interested in.† She stared at him. There was silence again, but this time she didn't worry about how long it went on. â€Å"Why didn't you tell me?† she said finally. â€Å"I tried to, but every time I saw you afterward you disappeared. I got the feeling you were avoiding me.† â€Å"I didn't want things to be awkward.† â€Å"Yeah, there was nothing awkward about you hiding behind a plant when I came into the dining hall at lunch on Wednesday.† â€Å"I wasn't hiding. I was, um, breathing. You know, oxygen. From the plant. Very oxygenated, that air is.† Insert head in oven now. â€Å"Of course. I should have thought of that.† â€Å"It's a health thing. Not many people know about it.† Leave until no longer HALF BAKED. â€Å"No, I'm sure they-â€Å" Miranda blurted. â€Å"Did you really mean that? About liking it when I kissed you?† â€Å"I really did. A lot.† Her hands were shaking. She reached up and pulled him toward her. Just as the music went off, the emergency-exit lighting went on and a tinny voice announced over a loudspeaker, â€Å"Please make your way to the nearest exit and leave the building immediately.† She and Will were pushed in different directions by the crowd surging to the door, being guided by four men in full body armor. The message kept repeating, but Miranda wasn't hearing it or Ariel West screaming that someone was going to PAY for RUINING her NIGHT or the person saying that dude, this was the sweetest way to end a prom ever, man, he was so high. She was hearing again the one-two-three cha-cha heartbeat of Deputy Reynolds, slightly muffled by body armor. This was no drill. â€Å"It's us, isn't it?† Sibby said, rushing over to stand next to Miranda. â€Å"That's why those storm-trooper guys are here. For us.† â€Å"Yeah.† â€Å"You were right. I should have stayed hidden. This is my fault. I don't want anyone to get hurt. I'll just turn myself over to these people, and they'll have to let-â€Å" Miranda interrupted her. â€Å"After all that? With only three hours left to go? And you, blend-it-like-butter girl? No way. It's not over. We can totally get out of this.† She tried to sound confident, but she was terrified. Just what do you think you're doing? U-Suck channel demanded. I have no idea. Sibby looked at her, eyes blazing with hope. â€Å"Do you mean it? You have a way out?† Miranda swallowed, took a deep breath, and said to Sibby, â€Å"Follow me.† To herself: Please don't fail.

Free Essays on The Real Tragedy Of Hamlet

The â€Å"Real† Tragedy of Hamlet In Hamlet, the death of a character becomes an everyday event. Although many people lose their lives as a result of their own self-centered wrongdoing, there are some whose deaths are a result of manipulation from the royalty. This is the case of Polonius’ family. The real tragedy of Hamlet is not about Hamlet or his family but of Polonius’ family, because their deaths were not the result of bad actions of their own but by their innocent involvement in the schemes of Claudius and Hamlet. The first character to die in Hamlet is Polonius. Although Polonius often acts in a dishonest way when dealing with Hamlet, it is only because he is carrying out plans that were planned out by the king and queen to discover the reason for Hamlet’s madness. Being the king’s Lord Chamberlain, it’s his job to obey the king and queen’s wishes, and it’s this loyalty that eventually proves to be deadly for him. An example of Polonius’ innocent involvement with royalty that results in his death can be found at the beginning of Act III, scene IV. Hamlet: Come, Come, and sit you down; you shall not budge. You go not till I set you up a glass, where you may see the inmost part of you. Queen (Gertrude): What wilt though do? Thou wilt not murder me? HELP, HO! Polonius [behind the arras]: What ho! HELP! Hamlet: How now? A rat? Dead for a ducat, dead! [He thrusts his rapier through the arras] Polonius [behind the arras]: O, I am slain! [He falls and dies] Queen (Gertrude): O me, what hast though done? Hamlet: Nay, I know not. Is it the King? Queen (Gertrude): O, what a rash and bloody deed is this! (Act III. scene IV.) Hamlet stabs him while he is hiding behind the arras in Gertrude’s room. This shows how a member of the royal family kills Polonius, a man innocent of the situation he is in, during the execution of one of their... Free Essays on The Real Tragedy Of Hamlet Free Essays on The Real Tragedy Of Hamlet The â€Å"Real† Tragedy of Hamlet In Hamlet, the death of a character becomes an everyday event. Although many people lose their lives as a result of their own self-centered wrongdoing, there are some whose deaths are a result of manipulation from the royalty. This is the case of Polonius’ family. The real tragedy of Hamlet is not about Hamlet or his family but of Polonius’ family, because their deaths were not the result of bad actions of their own but by their innocent involvement in the schemes of Claudius and Hamlet. The first character to die in Hamlet is Polonius. Although Polonius often acts in a dishonest way when dealing with Hamlet, it is only because he is carrying out plans that were planned out by the king and queen to discover the reason for Hamlet’s madness. Being the king’s Lord Chamberlain, it’s his job to obey the king and queen’s wishes, and it’s this loyalty that eventually proves to be deadly for him. An example of Polonius’ innocent involvement with royalty that results in his death can be found at the beginning of Act III, scene IV. Hamlet: Come, Come, and sit you down; you shall not budge. You go not till I set you up a glass, where you may see the inmost part of you. Queen (Gertrude): What wilt though do? Thou wilt not murder me? HELP, HO! Polonius [behind the arras]: What ho! HELP! Hamlet: How now? A rat? Dead for a ducat, dead! [He thrusts his rapier through the arras] Polonius [behind the arras]: O, I am slain! [He falls and dies] Queen (Gertrude): O me, what hast though done? Hamlet: Nay, I know not. Is it the King? Queen (Gertrude): O, what a rash and bloody deed is this! (Act III. scene IV.) Hamlet stabs him while he is hiding behind the arras in Gertrude’s room. This shows how a member of the royal family kills Polonius, a man innocent of the situation he is in, during the execution of one of their...

Free Essays on Ordination Of Women

Ordination of Women Women’s ordination. Should or should we not allow women to be ordained. This continues to be one of the most debated topics in the catholic society today. There are many, in fact, tons of resources, facts, opinions, and articles on whether women should be ordained or not. But, the fact of the matter is you can do all the research you want and come to your own opinion. Someone will be there to challenge it and give his or her views. Who’s right or wrong does not matter. Women’s ordination has its positives and negatives. Depending on how you look at it will make your opinion. For me, I believe women should be ordained. I have many reasons to believe this and in the following paper I will explain why I believe this and give the evidence I found while doing research that supports my stance. First I will clarify the issue and give some points from both sides to show why ordaining women is a debated subject. The issue at hand is obviously the ordination of women. But what is the real issue? Why are so many people opposed to ordination? Is it tradition? Is it that some people feel insecure or some men felt that this would put some woman higher then them? This may sound ridiculous, but I believe there is a bigger issue at hand here than most people think. Why is women’s ordination such a problem? To clarify the issues I will first point out the different views. There are two distinct sides that have strong views. First, here are the protesters. One belief of the church being against the ordination is simply because of tradition. The church has never ordained women and believes that tradition should be kept by keeping them from doing so. The church can make changes that would allow this but they refuse to do so. When Jesus choose the twelve apostles he did not choose any women. The church does not feel it should change things that represent the intentions of Jesus. Alt hough the church r... Free Essays on Ordination Of Women Free Essays on Ordination Of Women Ordination of Women Women’s ordination. Should or should we not allow women to be ordained. This continues to be one of the most debated topics in the catholic society today. There are many, in fact, tons of resources, facts, opinions, and articles on whether women should be ordained or not. But, the fact of the matter is you can do all the research you want and come to your own opinion. Someone will be there to challenge it and give his or her views. Who’s right or wrong does not matter. Women’s ordination has its positives and negatives. Depending on how you look at it will make your opinion. For me, I believe women should be ordained. I have many reasons to believe this and in the following paper I will explain why I believe this and give the evidence I found while doing research that supports my stance. First I will clarify the issue and give some points from both sides to show why ordaining women is a debated subject. The issue at hand is obviously the ordination of women. But what is the real issue? Why are so many people opposed to ordination? Is it tradition? Is it that some people feel insecure or some men felt that this would put some woman higher then them? This may sound ridiculous, but I believe there is a bigger issue at hand here than most people think. Why is women’s ordination such a problem? To clarify the issues I will first point out the different views. There are two distinct sides that have strong views. First, here are the protesters. One belief of the church being against the ordination is simply because of tradition. The church has never ordained women and believes that tradition should be kept by keeping them from doing so. The church can make changes that would allow this but they refuse to do so. When Jesus choose the twelve apostles he did not choose any women. The church does not feel it should change things that represent the intentions of Jesus. Alt hough the church r...

Change in Congress Due To Republicans Essay Example | Topics and Well Written Essays - 1000 words

Change in Congress Due To Republicans - Essay Example A student testing for drugs for the first time may find it a rather daunting, and emotional experience, but they should be aware that they are not there to judge any of the subjects; nor the educational faculty. The student tester must be professional; impartial observation, amiability without familiarity, and also the ability to keep their focus in very testing circumstances. The student will be assessed in all of these areas, and also upon their ability to understand their role in the testing of teenagers, and the statistical likelihood that any student they meet will test positive for drugs. Drug testing is a contentious issue, with some seeing the Supreme Court's rulings in cases such as the Board of Education V. Earls (2002), as allowing a much broader invasion of student privacy than ever before; others argue that students should be required to submit to urine testing as part of the ever pressing war on drug use in America. As early as April 1999, Congress had been under increasing pressure to implement drug tests in schools, with Representatives arguing that: Increasing public concern about the nature of drug use in and around schools made the government choose a selective policy of urine testing to reassure parents that students were not taking drugs in class. It has been claimed that High School Senior Surveys shows a decline in drug use since the 1979, and that daily use of marijuana has fallen "From 10.3% to 4.0%" (Morgan, 1988). His conclusion, that marijuana use has slumped ("Declined significantly"), does not stem fear about student use of the drug, and this is what must be borne in mind when considering the role of routine urine testing in school admissions. Testing in Schools While many object to the use of random drug testing as a condition of admission to school, which is prohibited anyway as the school is a public body, this is not the case for extracurricular pastimes such as sports. The Supreme Court also noted that: Students are required to submit to physical examinations and Vaccinations which indicates that students have a lesser privacy interest than the general public.(Missouri Centre, 2002) Moreover, while there is some evidence that Drug testing of any kind, including for cause or suspicion, was not A significant predictor of Marijuana use." (Yamaguchi, et al, 2003ii) Routine drug testing is a standard procedure in sporting competitions and in the workplace: it should not therefore be seen as an over zealous requirement. "Drug-testing in schools and the workplace is not simply about individual behaviour" (Campbell, 2004, 86), it is, of course, also about the control that the school has over the children in its care. It is a school's responsibility to act as loco parentis and to enforce the law. Concerns over the invasion of a child's privacy during urine testing is dependant upon the idea of close observation of the child making the specimen, and then handing over this specimen to be tested by strangers (Boire, 2004). Of course, issues of trust also make things difficult: Routine drug testing implies, not merely that the tester mistrusts one student (Bailey, 1997, 5), but the entire generation. It may also make students more reluctant to participate in outside-hours activity - with the

Statistical genetics Term Paper Example | Topics and Well Written Essays - 1250 words

Statistical genetics - Term Paper Example Genetic association assists in finding out if a trait associates with a genetic variation. Statistical exploration of the responsible factors helps to accomplish the objectives. Ideally, genetic linkage is a characteristic of proximal location of genes on a chromosome to cause group inheritance. There is a less likelihood of separation of genes located together. Scientists use linkage maps to determine the position of genetic markers or genes relative to one another. Newton Morton developed a statistical test, LOD score useful in linkage analysis. LOD scores relate the likelihood of finding test data in case there is a linkage in the loci (Posthuma 175). Linkage analysis falls into two groups namely parametric and non-parametric. Parametric analysis adopts that models unfolding the maker and trait loci are well known without any error while the nonparametric analysis makes diminutive axioms regarding the trait model or simply put, it ponders all pedigree information. Linkage disequilibrium is used to describe DNA recombination. Generally, linkage concerns the physical segments of the genome that gives characteristics to a given trait. Various statistical methodologies have been useful in detecting genetic variation and analyzing genotype data. In the recent years, scientists have come up with high quantity genotyping technologies that are cost-effective and assist in understanding the genetic basis of phenotypes of interest. The presence of many SNPs has facilitated the success of statistical genetic studies. The first step in gene mapping used to be linkage analysis (Lin & Hongyu 103). SNPs that have close relationship as far as proximity is concerned can easily co-segregate as a result of linkage disequilibrium. Association mapping is based on theoretical allelic association, which has been more apparent in recent years. The two main approaches that scientists use to map genetic loci are association and linkage analyses. Factors that are