1. SOCIAL PROBLEMS
1.1. POVERTY
1.1.1. Destroy family structure.
1.1.2. People killing for diamonds.
1.1.3. 75% of the country are refugees.
1.2. TRANSFORMATION FEELINGS
1.2.1. Psychological health.
1.2.1.1. Desires.
1.2.1.1.1. Anxiety.
1.2.1.1.2. Depression.
1.2.1.1.3. Stress.
1.2.2. Emotional branding strategies.
1.2.2.1. Colors.
1.2.2.2. Shapes.
1.2.2.2.1. Creates ideals of what the product is about. Sometimes the product is worst than what is sold.
1.2.2.3. Images.
1.2.3. Manipulation.
1.2.3.1. They way they teach kids to use weapons.
1.2.3.2. Creates desires and turning them into needs.
1.2.3.2.1. The need of continue war = The need of weapons.
1.2.4. Ideals.
1.2.4.1. Protecting the country.
1.2.4.1.1. RUF.
1.2.4.2. Having a better life.
1.2.4.3. Produce hapiness.
1.3. RIVALRY
1.3.1. Kamajors Vs. RUF
1.3.2. RUF Vs. goverment.
2. POLITICAL PROBLEMS
2.1. CORRUPTION
2.1.1. Dealing diamonds illegal.
2.1.2. Relation with rich peoples and companies.
2.1.3. Frontier with Liberia
2.1.3.1. 5 years no diamond report in Sierra Leone; however, Liberia (neighbor) report 2 million dollars in the export of diamonds even though they don't have diamonds there.
2.2. VIOLATION HUMAN RIGHTS
2.2.1. "No hands, no vote".
2.2.1.1. RUF chopping hands so people cant vote.
2.2.2. Coronel killing innocent people only for diamonds.
2.2.3. Not all people can enter the refugee camps.
3. RELATION WITH MASS MEDIA
3.1. Journalists.
3.1.1. Some of them don't write the truth of the problem. Nevertheless, we need to recognize that without them the problem of Sierra Leone would never get know.
3.2. ADVERTISEMENTS
3.2.1. Create an idea of the unreal feelings it would produce if you buy the product.
3.2.1.1. Book talking about the meaning of diamonds (diamonds look pure and) expensive although, at the end were full of blood.
3.3. INFORMATION
3.3.1. TV and newspaper.
3.3.1.1. Most of the information was false. They shown only what they want people to see.
3.3.1.1.1. When Danny and Maddy where in the bar and she was looking the TV and says most of the info was false.
3.3.1.1.2. In chapter 6 when Campbell what was in child disarming ceremony and what to go because all was false.
3.4. CHANGE PEOPLES MINDS
3.4.1. Colors that companies and stores affect people's minds (a color mean a feeling that would produce you).
3.4.1.1. Colors affects consumer behavior in many ways, from impulse purchases to budget-friendly investments
3.4.1.2. Color is also strongly associated with branding with 80 percent of the consumers recognize a brand by its corporate color.
3.4.1.2.1. For example, it's well known that the color red evokes feelings of aggression and urgency. The color yellow, on the other hand, is optimistic.
3.4.1.3. Its study reflected that 93 percent of the consumers place aesthetic and color above other factors when shopping.
4. ECONOMICAL PROBLEMS
4.1. INEQUALITY
4.1.1. Poverty.
4.1.1.1. Diamond's only benefits companies and rich people.
4.1.1.2. "None of whom has ever seen a diamond".
4.1.1.3. They don't care about the money they only care to continue the civil war, they get used to war.
5. ENVIRONMENTAL PROBLEMS
5.1. POLLUTION
5.1.1. The demand for goods increases, the need to produce these goods also increases.
5.1.1.1. Pollution caused by war (exploitations and weapons).
5.1.1.2. It generates gases and chemicals.
5.1.1.3. Explosions cause that the town to get destroyed generating more garbage.
5.2. INCREASE LAND-USE AND DEFORESTATION
5.2.1. The diamonds were in lakes, people most get into them, so can get the diamonds. This was in a natural way, but also means that the lake stops its flow and gets contaminated.
5.2.1.1. RUF invaded the new parts and deforestation the part where were the mines of diamonds.
5.3. ACCELERATION CLIMATE CHANGE
5.3.1. All of this process and actions what generates is the increasing of gases and chemicals that accelerates climate change.
5.3.1.1. Example: Australia and atmosphere problem.