Search results for: content and language integrated instruction
Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 12202

Search results for: content and language integrated instruction

8782 Difficulties in Teaching and Learning English Pronunciation in Sindh Province, Pakistan

Authors: Majno Ajbani

Abstract:

Difficulties in teaching and learning English pronunciation in Sindh province, Pakistan Abstract Sindhi language is widely spoken in Sindh province, and it is one of the difficult languages of the world. Sindhi language has fifty-two alphabets which have caused a serious issue in learning and teaching of English pronunciation for teachers and students of Colleges and Universities. This study focuses on teachers’ and students’ need for extensive training in the pronunciation that articulates the real pronunciation of actual words. The study is set to contribute in the sociolinguistic studies of English learning communities in this region. Data from 200 English teachers and students was collected by already tested structured questionnaire. The data was analysed using SPSS 20 software. The data analysis clearly demonstrates the higher range of inappropriate pronunciations towards English learning and teaching. The anthropogenic responses indicate 87 percentages teachers and students had an improper pronunciation. This indicates the substantial negative effects on academic and sociolinguistic aspects. It is suggested an improper speaking of English, based on rapid changes in geopolitical and sociocultural surroundings.

Keywords: alphabets, pronunciation, sociolinguistic, anthropogenic, imprudent, malapropos

Procedia PDF Downloads 381
8781 Minimizing Vehicular Traffic via Integrated Land Use Development: A Heuristic Optimization Approach

Authors: Babu Veeregowda, Rongfang Liu

Abstract:

The current traffic impact assessment methodology and environmental quality review process for approval of land development project are conventional, stagnant, and one-dimensional. The environmental review policy and procedure lacks in providing the direction to regulate or seek alternative land uses and sizes that exploits the existing or surrounding elements of built environment (‘4 D’s’ of development – Density, Diversity, Design, and Distance to Transit) or smart growth principles which influence the travel behavior and have a significant effect in reducing vehicular traffic. Additionally, environmental review policy does not give directions on how to incorporate urban planning into the development in ways such as incorporating non-motorized roadway elements such as sidewalks, bus shelters, and access to community facilities. This research developed a methodology to optimize the mix of land uses and sizes using the heuristic optimization process to minimize the auto dependency development and to meet the interests of key stakeholders. A case study of Willets Point Mixed Use Development in Queens, New York, was used to assess the benefits of the methodology. The approved Willets Point Mixed Use project was based on maximum envelop of size and land use type allowed by current conventional urban renewal plans. This paper will also evaluate the parking accumulation for various land uses to explore the potential for shared parking to further optimize the mix of land uses and sizes. This research is very timely and useful to many stakeholders interested in understanding the benefits of integrated land uses and its development.

Keywords: traffic impact, mixed use, optimization, trip generation

Procedia PDF Downloads 197
8780 Optimal Sputtering Conditions for Nickel-Cermet Anodes in Intermediate Temperature Solid Oxide Fuel Cells

Authors: Waqas Hassan Tanveer, Yoon Ho Lee, Taehyun Park, Wonjong Yu, Yaegeun Lee, Yusung Kim, Suk Won Cha

Abstract:

Nickel-Gadolinium Doped Ceria (Ni-GDC) cermet anodic thin films were prepared on Scandia Stabilized Zirconia (ScSZ) electrolyte supports by radio frequency (RF) sputtering, with a range of different sputtering powers (50 – 200W) and background Ar gas pressures (30 – 90mTorr). The effects of varying sputtering power and pressure on the properties of Ni-GDC films were studied using Focused Ion Beam (FIB), X-ray Photoelectron Spectroscopy (XPS), X-ray Diffraction (XRD), Energy Dispersive X-ray (EDX), and Atomic Force Microscopy (AFM) techniques. The Ni content was found to be always higher than the Ce content, at all sputtering conditions. This increased Ni content was attributed to significantly higher energy transfer efficiency of Ni ions as compared to Ce ions with Ar background sputtering gas. The solid oxide fuel cell configuration was completed by using lanthanum strontium manganite (LSM/YSZ) cathodes on the other side of ScSZ supports. Performance comparison of cells was done by Voltage-Current-Power (VIP) curves, while the resistances of various cell components were observed by nyquist plots. Initial results showed that anode films made by higher powered RF sputtering performed better than lower powered ones for a specific Ar pressure. Interestingly, however, anodes made at highest power and pressure, were not the ones that showed the maximum power output at an intermediate solid oxide fuel cell temperature of 800°C. Finally, an optimal sputtering condition was reported for high performance Ni-GDC anodes.

Keywords: intermediate temperature solid oxide fuel cells, nickel-cermet anodic thin films, nyquist plots, radio frequency sputtering

Procedia PDF Downloads 220
8779 Measuring the Influence of Functional Proximity on Environmental Urban Performance via IMM: Four Study Cases in Milan

Authors: Massimo Tadi, M. Hadi Mohammad Zadeh, Ozge Ogut

Abstract:

Although how cities’ forms are structured is studied, more efforts are needed on systemic comprehensions and evaluations of the urban morphology through quantitative metrics that are able to describe the performance of a city in relation to its formal properties. More research is required in this direction in order to better describe the urban form characteristics and their impact on the environmental performance of cities and to increase their sustainability stewardship. With the aim of developing a better understanding of the built environment’s systemic structure, the intention of this paper is to present a holistic methodology for studying the behavior of the built environment and investigate the methods for measuring the effect of urban structure to the environmental performance. This goal will be pursued through an inquiry into the morphological components of the urban systems and the complex relationships between them. Particularly, this paper focuses on proximity, referring to the proximity of different land-uses, is a concept with which Integrated Modification Methodology (IMM) explains how land-use allocation might affect the choice of mobility in neighborhoods, and especially, encourage or discourage non-motived mobility. This paper uses proximity to demonstrate that the structure attributes can quantifiably relate to the performing behavior in the city. The target is to devise a mathematical pattern from the structural elements and correlate it directly with urban performance indicators concerned with environmental sustainability. The paper presents some results of this rigorous investigation of urban proximity and its correlation with performance indicators in four different areas in the city of Milan, each of them characterized by different morphological features.

Keywords: built environment, ecology, sustainable indicators, sustainability, urban morphology

Procedia PDF Downloads 148
8778 Increasing Sustainability Using the Potential of Urban Rivers in Developing Countries with a Biophilic Design Approach

Authors: Mohammad Reza Mohammadian, Dariush Sattarzadeh, Mir Mohammad Javad Poor Hadi Hosseini

Abstract:

Population growth, urban development and urban buildup have disturbed the balance between the nature and the city, and so leading to the loss of quality of sustainability of proximity to rivers. While in the past, the sides of urban rivers were considered as urban green space. Urban rivers and their sides that have environmental, social and economic values are important to achieve sustainable development. So far, efforts have been made at various scales in various cities around the world to revitalize these areas. On the other hand, biophilic design is an innovative design approach in which attention to natural details and relation to nature is a fundamental concept. The purpose of this study is to provide an integrated framework of urban design using the potential of urban rivers (in order to increase sustainability) with a biophilic design approach to be used in cities in developing countries. The methodology of the research is based on the collection of data and information from research and projects including a study on biophilic design, investigations and projects related to the urban rivers, and a review of the literature on sustainable urban development. Then studying the boundary of urban rivers is completed by examining case samples. Eventually, integrated framework of urban design, to design the boundaries of urban rivers in the cities of developing countries is presented regarding the factors affecting the design of these areas. The result shows that according to this framework, the potential of the river banks is utilized to increase not only the environmental sustainability but also social, economic and physical stability with regard to water, light, and the usage of indigenous materials, etc.

Keywords: urban rivers, biophilic design, urban sustainability, nature

Procedia PDF Downloads 259
8777 Small Scale Waste to Energy Systems: Optimization of Feedstock Composition for Improved Control of Ash Sintering and Quality of Generated Syngas

Authors: Mateusz Szul, Tomasz Iluk, Aleksander Sobolewski

Abstract:

Small-scale, distributed energy systems enabling cogeneration of heat and power based on gasification of sewage sludge, are considered as the most efficient and environmentally friendly ways of their treatment. However, economic aspects of such an investment are very demanding; therefore, for such a small scale sewage sludge gasification installation to be profitable, it needs to be efficient and simple at the same time. The article presents results of research on air gasification of sewage sludge in fixed bed GazEla reactor. Two of the most important aspects of the research considered the influence of the composition of sewage sludge blends with other feedstocks on properties of generated syngas and ash sintering problems occurring at the fixed bed. Different means of the fuel pretreatment and blending were proposed as a way of dealing with the above mentioned undesired characteristics. Influence of RDF (Refuse Derived Fuel) and biomasses in the fuel blends were evaluated. Ash properties were assessed based on proximate, ultimate, and ash composition analysis of the feedstock. The blends were specified based on complementary characteristics of such criteria as C content, moisture, volatile matter, Si, Al, Mg, and content of basic metals in the ash were analyzed, Obtained results were assessed with use of experimental gasification tests and laboratory ISO-procedure for analysis of ash characteristic melting temperatures. Optimal gasification process conditions were determined by energetic parameters of the generated syngas, its content of tars and lack of ash sinters within the reactor bed. Optimal results were obtained for co-gasification of herbaceous biomasses with sewage sludge where LHV (Lower Heating Value) of the obtained syngas reached a stable value of 4.0 MJ/Nm3 for air/steam gasification.

Keywords: ash fusibility, gasification, piston engine, sewage sludge

Procedia PDF Downloads 179
8776 On-Chip Ku-Band Bandpass Filter with Compact Size and Wide Stopband

Authors: Jyh Sheen, Yang-Hung Cheng

Abstract:

This paper presents a design of a microstrip bandpass filter with a compact size and wide stopband by using 0.15-μm GaAs pHEMT process. The wide stop band is achieved by suppressing the first and second harmonic resonance frequencies. The slow-wave coupling stepped impedance resonator with cross coupled structure is adopted to design the bandpass filter. A two-resonator filter was fabricated with 13.5GHz center frequency and 11% bandwidth was achieved. The devices are simulated using the ADS design software. This device has shown a compact size and very low insertion loss of 2.6 dB. Microstrip planar bandpass filters have been widely adopted in various communication applications due to the attractive features of compact size and ease of fabricating. Various planar resonator structures have been suggested. In order to reach a wide stopband to reduce the interference outside the passing band, various designs of planar resonators have also been submitted to suppress the higher order harmonic frequencies of the designed center frequency. Various modifications to the traditional hairpin structure have been introduced to reduce large design area of hairpin designs. The stepped-impedance, slow-wave open-loop, and cross-coupled resonator structures have been studied to miniaturize the hairpin resonators. In this study, to suppress the spurious harmonic bands and further reduce the filter size, a modified hairpin-line bandpass filter with cross coupled structure is suggested by introducing the stepped impedance resonator design as well as the slow-wave open-loop resonator structure. In this way, very compact circuit size as well as very wide upper stopband can be achieved and realized in a Roger 4003C substrate. On the other hand, filters constructed with integrated circuit technology become more attractive for enabling the integration of the microwave system on a single chip (SOC). To examine the performance of this design structure at the integrated circuit, the filter is fabricated by the 0.15 μm pHEMT GaAs integrated circuit process. This pHEMT process can also provide a much better circuit performance for high frequency designs than those made on a PCB board. The design example was implemented in GaAs with center frequency at 13.5 GHz to examine the performance in higher frequency in detail. The occupied area is only about 1.09×0.97 mm2. The ADS software is used to design those modified filters to suppress the first and second harmonics.

Keywords: microstrip resonator, bandpass filter, harmonic suppression, GaAs

Procedia PDF Downloads 312
8775 Rubber Wood as a Potential Biomass Feedstock for Biochar via Slow Pyrolysis

Authors: Adilah Shariff, Radin Hakim, Nurhayati Abdullah

Abstract:

Utilisation of biomass feedstock for biochar has received increasing attention because of their potential for carbon sequestration and soil amendment. The aim of this study is to investigate the characteristics of rubber wood as a biomass feedstock for biochar via slow pyrolysis process. This was achieved by using proximate, ultimate, and thermogravimetric analysis (TGA) as well as heating value, pH and lignocellulosic determination. Rubber wood contains 4.13 mf wt.% moisture, 86.30 mf wt.% volatile matter, 0.60 mf wt.% ash content, and 13.10 mf wt.% fixed carbon. The ultimate analysis shows that rubber wood consists of 44.33 mf wt.% carbon, 6.26 mf wt.% hydrogen, 19.31 mf wt.% nitrogen, 0.31 mf wt.% sulphur, and 29.79 mf wt.% oxygen. The higher heating value of rubber wood is 22.5 MJ/kg, and its lower heating value is 21.2 MJ/kg. At 27 °C, the pH value of rubber wood is 6.83 which is acidic. The lignocellulosic analysis revealed that rubber wood composition consists of 2.63 mf wt.% lignin, 20.13 mf wt.% cellulose, and 65.04 mf wt.% hemicellulose. The volatile matter to fixed carbon ratio is 6.58. This led to a biochar yield of 25.14 wt.% at 500 °C. Rubber wood is an environmental friendly feedstock due to its low sulphur content. Rubber wood therefore is a suitable and a potential feedstock for biochar production via slow pyrolysis.

Keywords: biochar, biomass, rubber wood, slow pyrolysis

Procedia PDF Downloads 297
8774 Effect of Follicular Fluid on in vitro Maturation and Gene Expression in Ovine Oocytes

Authors: Al-Mutary M., Alhimaidi A., Al-Ghadi M. Iwamoto D., Javed Ahmad. Abdulaziz A. Al-Khedhairy

Abstract:

The aim of the present study was to evaluate the effect of ovine follicular fluid supplementation during IVM of sheep oocytes on the resumption of meiosis, glutathione (GSH) content and expression of Bax, Bcl-2, and HSPB1 genes. Sheep ovaries were collected from Riyadh slaughterhouse, KSA. Oocytes were aspirated from 3-6 mm follicles. Ovine oocytes were cultured in maturation medium with 0% (control), 10%, 20%, 40% of ovine follicular fluid for 24 h. Results indicated that the rate of oocyte maturation was significantly (P≤0.05) decreased in 40% OFF (36.87%) versus the control (61.3%), 10% OFF (63.95%) and 20% OFF (64.08%). Supplementation of 10% OFF to IVM medium induced an intra-oocyte GSH concentration significantly higher than that found in ovine oocytes cultured with 20% OFF and 40% OFF and similar to the GSH content in oocytes cultured without FF. Real time polymerase chain reaction analysis for gene expression revealed no differences in Bax, Bcl-2, HSPB1 genes between control and 10% OFF group, whereas they were strongly expressed in 20% OFF and 40% OFF (P < 0.05) when compared to the control and 10% OFF. In conclusion the addition of 10% OFF to the IVM culture of sheep oocytes is recommended to support cytoplasmic maturation and increase oocytes competence.

Keywords: IVM, oocyte maturation, gene expression, follicular fluid

Procedia PDF Downloads 349
8773 Influence of Hygro-Thermo-Mechanical Loading on Buckling and Vibrational Behavior of FG-CNT Composite Beam with Temperature Dependent Characteristics

Authors: Puneet Kumar, Jonnalagadda Srinivas

Abstract:

The authors report here vibration and buckling analysis of functionally graded carbon nanotube-polymer composite (FG-CNTPC) beams under hygro-thermo-mechanical environments using higher order shear deformation theory. The material properties of CNT and polymer matrix are often affected by temperature and moisture content. A micromechanical model with agglomeration effect is employed to compute the elastic, thermal and moisture properties of the composite beam. The governing differential equation of FG-CNTRPC beam is developed using higher-order shear deformation theory to account shear deformation effects. The elastic, thermal and hygroscopic strain terms are derived from variational principles. Moreover, thermal and hygroscopic loads are determined by considering uniform, linear and sinusoidal variation of temperature and moisture content through the thickness. Differential equations of motion are formulated as an eigenvalue problem using appropriate displacement fields and solved by using finite element modeling. The obtained results of natural frequencies and critical buckling loads show a good agreement with published data. The numerical illustrations elaborate the dynamic as well as buckling behavior under uniaxial load for different environmental conditions, boundary conditions and volume fraction distribution profile, beam slenderness ratio. Further, comparisons are shown at different boundary conditions, temperatures, degree of moisture content, volume fraction as well as agglomeration of CNTs, slenderness ratio of beam for different shear deformation theories.

Keywords: hygrothermal effect, free vibration, buckling load, agglomeration

Procedia PDF Downloads 247
8772 Multilingualism and the Creation of New Languages: The Case of Camfranglais Spoken in Italy and Germany

Authors: Jocelyne Kenne Kenne

Abstract:

Previous works in the field of sociolinguistics have explored the various outcomes of linguistic pluralism. One of these outcomes is the creation of new languages. The presentation will focus on one of such languages, Camfranglais, a hybrid language spoken by Cameroonians. It appeared in the 1970s in the francophone area in Cameroon and developed as a result of interactions between French, English, Cameroonian Pidgin English and local Cameroonian languages, all languages spoken in Cameroon. With the migration of Cameroonians to Europe, researches have been conducted to analyze the sociolinguistic profile of Cameroonians in their new environment. The emphasis on this presentation will be on two recent studies that have been conducted to analyze the peculiarity of Camfranglais in two European countries: Germany and Italy. The research involved 59 Cameroonians living in Italy and 49 Cameroonians residing in Germany. The respondents were composed of participants from different linguistic background, students and workers, married and single. A combination of quantitative and qualitative research methods was employed. The field study was divided into three parts. The first part was focused on observing the Cameroonians interact in different places such as in canteens, in the university halls of residence, lecture theatres, at homes, at various Cameroonian meetings. Those observations were accompanied by audio-recordings of the various interactions. The aim was to study communication between Cameroonians to see whether they use Camfranglais or not; if yes, in which domains and what were the speakers’ linguistic profiles. Additionally, questionnaires of different lengths were used to collect biographical information concerning the participants and their sociolinguistic profile and finally, in-depth interviews with Cameroonians were conducted to inquire about the use, the functions and the importance of this language in the migratory context. The results of the research demonstrate how a widespread use of Camfranglais by Cameroonians in Germany and Italy reveal a longing for home on the one hand and a sign of belonging on the other. It also shows the differences that exist between the profiles of Camfranglais speakers in Europe and the speakers in Cameroon notably in terms of age and social class. Finally, it points out some differences in the use, the structure and the functions of this hybrid language in the migratory setting. This study is a contribution to existing research in the field of contact languages and can serve as a comparison for other situations of multilingualism and the creation of mixed languages. Furthermore, with globalization, the study of migrant languages and the contact of these languages with new languages are topics that might be productive for further research in the field of sociolinguistics.

Keywords: interaction, migrants language, multilingualism, mixed languages

Procedia PDF Downloads 198
8771 Control of the Sustainability of Decorative Topping for Bakery in Order to Extend the Shelf-Life of the Product

Authors: Radovan Čobanović, Milica Rankov Šicar

Abstract:

In the modern bakery various supplements are used to attract more customers. Analyzed sample decorative toppings are consisted of flax seeds, corn grits, oatmeal, wheat flakes, sesame seeds, sunflower seeds, soybean sprouts are used as decoration for the bread. Our goal was to extend the product shelf life based on the analysis. According to the plan of sustainability it was defined that sample which already had expired shelf life had to be stored for 5 months at 25°C and analyzed every month from the day of reception until spoilage occurs. Samples were subjected to sensory analysis (appearance, odor, taste, color, and consistency), microbiological analysis (Salmonella spp., Bacillus cereus, Enterobacteriaceae and moulds) and chemistry analysis (free fatty acids (as oleic), peroxide number, water content and degree of acidity). All analyses were tested according: sensory analysis ISO 6658, Salmonella spp ISO 6579, Bacillus cereus ISO 7932, Enterobacteriaceae ISO 21528-2 and moulds ISO 21527-1, free fatty acids (as oleic) ISO 660, peroxide number ISO 3960, water content and degree of acidity Serbian ordinance on the methods of chemical analysis. After five months of storage, there had been the first changes concerning of sensory properties of the product. In the sample were visible worms and creations which look like spider nets linking seeds and cereal. The sample had smell on rancid and pungent. The results of microbiological analysis showed that Salmonella spp was not detected, Enterobacteriaceae were < 10 cfu/g during all 5 months but in fifth month Bacillus cereus and moulds occurred 700 cfu/g and 1500 cfu/g respectively. Chemical analyzes showed that the water content did not exceed a maximum of 14%. The content of free fatty acids ranged from 3.06 to 3.26%, degree of acidity from 3.69 to 4.9. With increasing degree of acidity the degradation of the sample and the activity of microorganisms was increased which led to the formation of acid reaction which is accompanied by the appearance of unpleasant odor and taste. Based on the obtained results it can be concluded that this product can have longer shelf life for four months than shelf life which is already defined because there are no changes that could have influence on decision of customers when purchase of this product is concerned.

Keywords: bakery products, extension of shelf life, sensory and chemical and microbiological analyses, sustainability

Procedia PDF Downloads 366
8770 Determination of 1-Deoxynojirimycin and Phytochemical Profile from Mulberry Leaves Cultivated in Indonesia

Authors: Yasinta Ratna Esti Wulandari, Vivitri Dewi Prasasty, Adrianus Rio, Cindy Geniola

Abstract:

Mulberry is a plant that widely cultivated around the world, mostly for silk industry. In recent years, the study showed that the mulberry leaves have an anti-diabetic effect which mostly comes from the compound known as 1-deoxynojirimycin (DNJ). DNJ is a very potent α-glucosidase inhibitor. It will decrease the degradation rate of carbohydrates in digestive tract, leading to slower glucose absorption and reducing the post-prandial glucose level significantly. The mulberry leaves also known as the best source of DNJ. Since then, the DNJ in mulberry leaves had received a considerable attention, because of the increased number of diabetic patients and the raise of people awareness to find a more natural cure for diabetic. The DNJ content in mulberry leaves varied depend on the mulberry species, leaf’s age, and the plant’s growth environment. Few of the mulberry varieties that were cultivated in Indonesiaare Morus alba var. kanva-2, M. alba var. multicaulis, M. bombycis var. lembang, and M. cathayana. The lack of data concerning phytochemicals contained in the Indonesian mulberry leaves are restraining their use in the medicinal field. The aim of this study is to fully utilize the use of mulberry leaves cultivated in Indonesia as a medicinal herb in local, national, or global community, by determining the DNJ and other phytochemical contents in them. This study used eight leaf samples which are the young leaves and mature leaves of both Morus alba var. kanva-2, M. alba var. multicaulis, M. bombycis var. lembang, and M. cathayana. The DNJ content was analyzed using reverse phase high performance liquid chromatography (HPLC). The stationary phase was silica C18 column and the mobile phase was acetonitrile:acetic acid 0.1% 1:1 with elution rate 1 mL/min. Prior to HPLC analysis the samples were derivatized with FMOC to ensure the DNJ detectable by VWD detector at 254 nm. Results showed that the DNJ content in samples are ranging from 2.90-0.07 mg DNJ/ g leaves, with the highest content found in M. cathayana mature leaves (2.90 ± 0.57 mg DNJ/g leaves). All of the mature leaf samples also found to contain higher amount of DNJ from their respective young leaf samples. The phytochemicals in leaf samples was tested using qualitative test. Result showed that all of the eight leaf samples contain alkaloids, phenolics, flavonoids, tannins, and terpenes. The presence of this phytochemicals contribute to the therapeutic effect of mulberry leaves. The pyrolysis-gas chromatography-mass spectrometry (Py-GC-MS) analysis was also performed to the eight samples to quantitatively determine their phytochemicals content. The pyrolysis temperature was set at 400 °C, with capillary column Phase Rtx-5MS 60 × 0.25 mm ID stationary phase and helium gas mobile phase. Few of the terpenes found are known to have anticancer and antimicrobial properties. From all the results, all of four samples of mulberry leaves which are cultivated in Indonesia contain DNJ and various phytochemicals like alkaloids, phenolics, flavonoids, tannins, and terpenes which are beneficial to our health.

Keywords: Morus, 1-deoxynojirimycin, HPLC, Py-GC-MS

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8769 Assessment of Heavy Metals in Irrigation Water Collected from Various Vegetables Growing Areas of Swat Valley

Authors: Islam Zeb

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The water of poor quality used for irrigation purposes has the potential to be the direct source of contamination and a vehicle for spreading contamination in the field. A number of wide-ranging review articles have been published that highlight irrigation water as a source of heavy metals toxicity which leads to chronic diseases in the human body. Here a study was planned to determine the microbial and heavy metals status of irrigation water collected from various locations of district Swat in various months. The analyses were carried out at the Environmental Horticulture Laboratory, Department of Horticulture, The University of Agriculture Peshawar, during the year 2018 – 19. The experiment was laid out in Randomized Complete Block Design (RCBD) with two factors and three replicates. Factor A consist of different locations and factor B represent various months. The result of heavy metals concentration in different regions, maximum Lead, Cadmium, Chromium, Nickel and Copper (4.27, 0.56, 0.81, 1.33 and 1.51 mg L-1 respectively) were noted for the irrigation water samples collected from Mingora while minimum Lead, Cadmium, Chromium, Nickel and Copper concentration (2.59, 0.30, 0.27, 0.40 and 0.54 mg L-1 respectively) were noted for the samples of matta. Whereas results of heavy metals content in irrigation water samples for various months maximum content of Lead, Cadmium, Chromium, Nickel and Copper (4.56, 0.63, 1.15, 1.31 and 1.48 mg L-1 respectively) were noted for the samples collected in Jan/Feb while lowest values for Lead, Cadmium, Chromium, Nickel and Copper (2.38, 0.24, 0.21, 0.41 and 0.52 mg L-1 respectively) were noted in the samples of July/August. A significant interaction was found for all the studied parameters. It was concluded that the concentration of heavy metal was maximum in irrigation water samples collected from the Mingora location during the month of Jan/Feb because Mingora is the most polluted area as compared to other studied regions, whereas the water content in winter goes to freeze and mostly contaminated water is used for irrigation purposes.

Keywords: irrigation water, various months, different regions, heavy metals contamination, Swat

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8768 Use of the Budyko Framework to Estimate the Virtual Water Content in Shijiazhuang Plain, North China

Authors: Enze Zhang

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One of the most challenging steps in implementing virtual water content (VWC) analysis of crops is to get properly the total volume of consumptive water use (CWU) and, therefore, the choice of a reliable crop CWU estimation method. In practice, lots of previous researches obtaining CWU of crops follow a classical procedure for calculating crop evapotranspiration which is determined by multiplying reference evapotranspiration by appropriate coefficient, such as crop coefficient and water stress coefficients. However, this manner of calculation requires lots of field experimental data at point scale and more seriously, when current growing conditions differ from the standard conditions, may easily produce deviation between the calculated CWU and the actual CWU. Since evapotranspiration caused by crop planting always plays a vital role in surface water-energy balance in an agricultural region, this study decided to alternatively estimates crop evapotranspiration by Budyko framework. After brief introduce the development process of Budyko framework. We choose a modified Budyko framework under unsteady-state to better evaluated the actual CWU and apply it in an agricultural irrigation area in North China Plain which rely on underground water for irrigation. With the agricultural statistic data, this calculated CWU was further converted into VWC and its subdivision of crops at the annual scale. Results show that all the average values of VWC, VWC_blue and VWC_green show a downward trend with increased agricultural production and improved acreage. By comparison with the previous research, VWC calculated by Budyko framework agree well with part of the previous research and for some other research the value is greater. Our research also suggests that this methodology and findings may be reliable and convenient for investigation of virtual water throughout various agriculture regions of the world.

Keywords: virtual water content, Budyko framework, consumptive water use, crop evapotranspiration

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8767 Studying the Effect of Different Sizes of Carbon Fiber on Locally Developed Copper Based Composites

Authors: Tahir Ahmad, Abubaker Khan, Muhammad Kamran, Muhammad Umer Manzoor, Muhammad Taqi Zahid Butt

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Metal Matrix Composites (MMC) is a class of weight efficient structural materials that are becoming popular in engineering applications especially in electronic, aerospace, aircraft, packaging and various other industries. This study focuses on the development of carbon fiber reinforced copper matrix composite. Keeping in view the vast applications of metal matrix composites,this specific material is produced for its unique mechanical and thermal properties i.e. high thermal conductivity and low coefficient of thermal expansion at elevated temperatures. The carbon fibers were not pretreated but coated with copper by electroless plating in order to increase the wettability of carbon fiber with the copper matrix. Casting is chosen as the manufacturing route for the C-Cu composite. Four different compositions of the composite were developed by varying the amount of carbon fibers by 0.5, 1, 1.5 and 2 wt. % of the copper. The effect of varying carbon fiber content and sizes on the mechanical properties of the C-Cu composite is studied in this work. The tensile test was performed on the tensile specimens. The yield strength decreases with increasing fiber content while the ultimate tensile strength increases with increasing fiber content. Rockwell hardness test was also performed and the result followed the increasing trend for increasing carbon fibers and the hardness numbers are 30.2, 37.2, 39.9 and 42.5 for sample 1, 2, 3 and 4 respectively. The microstructures of the specimens were also examined under the optical microscope. Wear test and SEM also done for checking characteristic of C-Cu marix composite. Through casting may be a route for the production of the C-Cu matrix composite but still powder metallurgy is better to follow as the wettability of carbon fiber with matrix, in that case, would be better.

Keywords: copper based composites, mechanical properties, wear properties, microstructure

Procedia PDF Downloads 348
8766 Towards Efficient Reasoning about Families of Class Diagrams Using Union Models

Authors: Tejush Badal, Sanaa Alwidian

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Class diagrams are useful tools within the Unified Modelling Language (UML) to model and visualize the relationships between, and properties of objects within a system. As a system evolves over time and space (e.g., products), a series of models with several commonalities and variabilities create what is known as a model family. In circumstances where there are several versions of a model, examining each model individually, becomes expensive in terms of computation resources. To avoid performing redundant operations, this paper proposes an approach for representing a family of class diagrams into Union Models to represent model families using a single generic model. The paper aims to analyze and reason about a family of class diagrams using union models as opposed to individual analysis of each member model in the family. The union algorithm provides a holistic view of the model family, where the latter cannot be otherwise obtained from an individual analysis approach, this in turn, enhances the analysis performed in terms of speeding up the time needed to analyze a family of models together as opposed to analyzing individual models, one model at a time.

Keywords: analysis, class diagram, model family, unified modeling language, union model

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8765 Effect of Fiber Inclusion on the Geotechnical Parameters of Clayey Soil Subjected to Freeze-Thaw Cycles

Authors: Arun Prasad, P. B. Ramudu, Deep Shikha, Deep Jyoti Singh

Abstract:

A number of studies have been conducted recently to investigate the influence of randomly oriented fibers on some engineering properties of cohesive soils.Freezing and thawing of soil affects the strength, durability and permeability of soil adversely. Experiments were carried out in order to investigate the effect of inclusion of randomly distributed polypropylene fibers on the strength, hydraulic conductivity and durability of local soil (CL) subjected to freeze–thaw cycles. For evaluating the change in strength of soil, a series of unconfined compression tests as well as tri-axial tests were carried out on reinforced and unreinforced soil samples. All the samples were subjected to seven cycles of freezing and thawing. Freezing was carried out at a temperature of - 15 to -18 °C; and thawing was carried out by keeping the samples at room temperature. The reinforcement of soil samples was done by mixing with polypropylene fibers, 12 mm long and with an aspect ratio of 240. The content of fibers was varied from 0.25 to 1% by dry weight of soil. The maximum strength of soil was found in samples having a fiber content of 0.75% for all the samples that were prepared at optimum moisture content (OMC), and if the OMC was increased (+2% OMC) or decreased (-2% OMC), the maximum strength observed at 0.5% fiber inclusion. The effect of fiber inclusion and freeze–thaw on the hydraulic conductivity was studied increased from around 25 times to 300 times that of the unreinforced soil, without subjected to any freeze-thaw cycles. For studying the increased durability of soil, mass loss after each freeze-thaw cycle was calculated and it was found that samples reinforced with polypropylene fibers show 50-60% less loss in weight than that of the unreinforced soil.

Keywords: fiber reinforcement, freezingand thawing, hydraulic conductivity, unconfined compressive strength

Procedia PDF Downloads 385
8764 Mobile-Assisted Language Learning (MALL) Applications for Interactive and Engaging Classrooms: APPsolutely!

Authors: Ajda Osifo, Amanda Radwan

Abstract:

Mobile-assisted language learning (MALL) or m-learning which is defined as learning with mobile devices that can be utilized in any place that is equipped with unbroken transmission signals, has created new opportunities and challenges for educational use. It introduced a new learning model combining new types of mobile devices, wireless communication services and technologies with teaching and learning. Recent advancements in the mobile world such as the Apple IOS devices (IPhone, IPod Touch and IPad), Android devices and other smartphone devices and environments (such as Windows Phone 7 and Blackberry), allowed learning to be more flexible inside and outside the classroom, making the learning experience unique, adaptable and tailored to each user. Creativity, learner autonomy, collaboration and digital practices of language learners are encouraged as well as innovative pedagogical applications, like the flipped classroom, for such practices in classroom contexts are enhanced. These developments are gradually embedded in daily life and they also seem to be heralding the sustainable move to paperless classrooms. Since mobile technologies are increasingly viewed as a main platform for delivery, we as educators need to design our activities, materials and learning environments in such a way to ensure that learners are engaged and feel comfortable. For the purposes of our session, several core MALL applications that work on the Apple IPad/IPhone will be explored; the rationale and steps needed to successfully implement these applications will be discussed and student examples will be showcased. The focus of the session will be on the following points: 1-Our current pedagogical approach, 2-The rationale and several core MALL apps, 3-Possible Challenges for Teachers and Learners, 4-Future implications. This session is aimed at instructors who are interested in integrating MALL apps into their own classroom planning.

Keywords: MALL, educational technology, iPads, apps

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8763 Intellectual Capital Disclosure: A Study of Australia and Sri Lanka

Authors: Puwanenthiren Pratheepkanth

Abstract:

This study considers whether national development level influences a firm’s voluntary intellectual capital disclosure (ICD) provided by a sample of 100 Australian and 100 Sri Lankan firms in terms of a two-years during 2015-16. This two-nation study uses a content analysis and literature-review analysis to provide an understanding of the underlying forces and issues. It was found that Australian firms tend to rely heavily on external structure disclosures (with particular attention to brands, customer loyalty, and research collaborations), but Sri Lankan relatively larger firms prefer intellectual property disclosures and the smaller firms tend to be as adept at external structure as their Australian counterparts. It was also found that the nature of a firm tends to trump the nurture of the development level of the country in which the firm is embedded. While a wider diffusion of better ICD methodology under International Financial Reporting Standard (IFRS) could improve the cost-effectiveness of financial reporting and generally increase efficiency, this is unlikely to occur until competition is more of a spur.

Keywords: developed countries, developing countries, content analysis, intellectual capital disclosure

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8762 Nondestructive Acoustic Microcharacterisation of Gamma Irradiation Effects on Sodium Oxide Borate Glass X2Na2O-X2B2O3 by Acoustic Signature

Authors: Ibrahim Al-Suraihy, Abdellaziz Doghmane, Zahia Hadjoub

Abstract:

We discuss in this work the elastic properties by using acoustic microscopes to measure Rayleigh and longitudinal wave velocities in a no radiated and radiated sodium borate glasses X2Na2O-X2B2O3 with 0 ≤ x ≤ 27 (mol %) at microscopic resolution. The acoustic material signatures were first measured, from which the characteristic surface velocities were determined.Longitudinal and shear ultrasonic velocities were measured in a different composition of sodium borate glass samples before and after irradiation with γ-rays. Results showed that the effect due to increasing sodium oxide content on the ultrasonic velocity appeared more clearly than due to γ-radiation. It was found that as Na2O composition increases, longitudinal velocities vary from 3832 to 5636 m/s in irradiated sample and it vary from 4010 to 5836 m/s in high radiated sample by 10 dose whereas shear velocities vary from 2223 to 3269 m/s in irradiated sample and it vary from 2326 m/s in low radiation to 3385 m/s in high radiated sample by 10 dose. The effect of increasing sodium oxide content on ultrasonic velocity was very clear. The increase of velocity was attributed to the gradual increase in the rigidity of glass and hence strengthening of network due to gradual change of boron atoms from the three-fold to the four-fold coordination of oxygen atoms. The ultrasonic velocities data of glass samples have been used to find the elastic modulus. It was found that ultrasonic velocity, elastic modulus and microhardness increase with increasing barium oxide content and increasing γ-radiation dose.

Keywords: mechanical properties X2Na2O-X2B2O3, acoustic signature, SAW velocities, additives, gamma-radiation dose

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8761 Reactivities of Turkish Lignites during Oxygen Enriched Combustion

Authors: Ozlem Uguz, Ali Demirci, Hanzade Haykiri-Acma, Serdar Yaman

Abstract:

Lignitic coal holds its position as Turkey’s most important indigenous energy source to generate energy in thermal power plants. Hence, efficient and environmental-friendly use of lignite in electricity generation is of great importance. Thus, clean coal technologies have been planned to mitigate emissions and provide more efficient burning in power plants. In this context, oxygen enriched combustion (oxy-combustion) is regarded as one of the clean coal technologies, which based on burning with oxygen concentrations higher than that in air. As it is known that the most of the Turkish coals are low rank with high mineral matter content, unburnt carbon trapped in ash is, unfortunately, high, and it leads significant losses in the overall efficiencies of the thermal plants. Besides, the necessity of burning huge amounts of these low calorific value lignites to get the desired amount of energy also results in the formation of large amounts of ash that is rich in unburnt carbon. Oxygen enriched combustion technology enables to increase the burning efficiency through the complete burning of almost all of the carbon content of the fuel. This also contributes to the protection of air quality and emission levels drop reasonably. The aim of this study is to investigate the unburnt carbon content and the burning reactivities of several different lignite samples under oxygen enriched conditions. For this reason, the combined effects of temperature and oxygen/nitrogen ratios in the burning atmosphere were investigated and interpreted. To do this, Turkish lignite samples from Adıyaman-Gölbaşı and Kütahya-Tunçbilek regions were characterized first by proximate and ultimate analyses and the burning profiles were derived using DTA (Differential Thermal Analysis) curves. Then, these lignites were subjected to slow burning process in a horizontal tube furnace at different temperatures (200ºC, 400ºC, 600ºC for Adıyaman-Gölbaşı lignite and 200ºC, 450ºC, 800ºC for Kütahya-Tunçbilek lignite) under atmospheres having O₂+N₂ proportions of 21%O₂+79%N₂, 30%O₂+70%N₂, 40%O₂+60%N₂, and 50%O₂+50%N₂. These burning temperatures were specified based on the burning profiles derived from the DTA curves. The residues obtained from these burning tests were also analyzed by proximate and ultimate analyses to detect the unburnt carbon content along with the unused energy potential. Reactivity of these lignites was calculated using several methodologies. Burning yield under air condition (21%O₂+79%N₂) was used a benchmark value to compare the effectiveness of oxygen enriched conditions. It was concluded that oxygen enriched combustion method enhanced the combustion efficiency and lowered the unburnt carbon content of ash. Combustion of low-rank coals under oxygen enriched conditions was found to be a promising way to improve the efficiency of the lignite-firing energy systems. However, cost-benefit analysis should be considered for a better justification of this method since the use of more oxygen brings an unignorable additional cost.

Keywords: coal, energy, oxygen enriched combustion, reactivity

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8760 The Impacts of an Adapted Literature Circle Model on Reading Comprehension, Engagement, and Cooperation in an EFL Reading Course

Authors: Tiantian Feng

Abstract:

There is a dearth of research on the literary circle as a teaching strategy in English as a Foreign Language (EFL) classes in Chinese colleges and universities and even fewer empirical studies on its impacts. In this one-quarter, design-based project, the researcher aims to increase students’ engagement, cooperation, and, on top of that, reading comprehension performance by utilizing a researcher-developed, adapted reading circle model in an EFL reading course at a Chinese college. The model also integrated team-based learning and portfolio assessment, with an emphasis on the specialization of individual responsibilities, contributions, and outcomes in reading projects, with the goal of addressing current issues in EFL classes at Chinese colleges, such as passive learning, test orientation, ineffective and uncooperative teamwork, and lack of dynamics. In this quasi-experimental research, two groups of students enrolled in the course were invited to participate in four in-class team projects, with the intervention class following the adapted literature circle model and team members rotating as Leader, Coordinator, Brain trust, and Reporter. The researcher/instructor used a sequential explanatory mixed-methods approach to quantitatively analyze the final grades for the pre-and post-tests, as well as individual scores for team projects and will code students' artifacts in the next step, with the results to be reported in a subsequent paper(s). Initial analysis showed that both groups saw an increase in final grades, but the intervention group enjoyed a more significant boost, suggesting that the adapted reading circle model is effective in improving students’ reading comprehension performance. This research not only closes the empirical research gap of literature circles in college EFL classes in China but also adds to the pool of effective ways to optimize reading comprehension performance and class performance in college EFL classes.

Keywords: literature circle, EFL teaching, college english reading, reading comprehension

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8759 Durability and Early-Age Behavior of Sprayed Concrete with an Expansion Admixture

Authors: Kyong-Ku Yun, Kyeo-Re Lee, Kyong Namkung, Seung-Yeon Han, Pan-Gil Choi

Abstract:

Sprayed concrete is a way to spray a concrete using a machinery with high air pressure. There are insufficient studies on the durability and early-age behavior of sprayed concrete using high quality expansion agent. A series of an experiment were executed with 5 varying expansion agent replacement rates, while all the other conditions were kept constant, including cement binder content and water-cement ratio. The tests includes early-age shrinkage test, rapid chloride permeability test, and image analysis of air void structure. The early-age expansion test with the variation of expansion agent show that the expansion strain increases as the ratio of expansion agent increases. The rapid chloride permeability test shows that it decrease as the expansion agent increase. Therefore, expansion agent affects into the rapid chloride permeability in a better way. As expansion agent content increased, spacing factor slightly decreased while specific surface kept relatively stable. As a results, the optimum ratio of expansion agent would be selected between 7 % and 11%.

Keywords: sprayed concrete, durability, early-age behavior, expansion admixture

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8758 Physicochemical Characteristics of Rice Starch Chainat 1 Variety by Physical Modification

Authors: Orose Rugchati, Sarawut Wattanawongpitak

Abstract:

The Chainat 1 variety (CN1) of rice, which generally has high amylose starch, is distributed in the lower part of Northern Thailand. CN1 rice starch can be used in both food and non-food products. In this research, the CN1 rice starch from the wet-milling process was prepared by Pre-Gelatinization (Heat-Moisture Treatments, HMT) under different conditions: percentage of moisture contents (20% and 30%) and duration time in minutes (0, 30, 60, and 90) at a specific temperature 110°C. The physicochemical characteristics of CN1 rice starch modification, such as amylose content, viscosity, swelling, and solubility property, were evaluated and compared with native CN1 rice starch. The results showed that modification CN1 rice starch tends to have some characteristics better than native starch. The appearance color and starch granule of modified CN1 by HMT have more effective characteristics than native starch when increased duration time. The duration time and moisture content are significant factors to the CN1 starch characteristic by HMT. Moreover, physical modification of CN1 starch by HMT can be described as a modified rice starch providing in many applications and the advantage of biodegradability development.

Keywords: physicochemical characteristics, physical modification, pre-gelatinization, Heat-Moisture Treatments, rice starch, Chainat 1 variety (CN1)

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8757 Effects of Plant Growth Promoting Rhizobacteria on the Yield and Nutritive Quality of Tomato Fruits

Authors: Narjes Dashti, Nida Ali, Magdy Montasser, Vineetha Cherian

Abstract:

The influence of two PGPR strains, Pseudomonas aeruginosa and Stenotrophomonas rhizophilia, on fruit yields, pomological traits and chemical contents of tomato (Solanum lycopersicum) fruits were studied. The study was conducted separately on two different cultivar varieties of tomato, namely Supermarmande and UC82B. The results indicated that the presence of the PGPR almost doubled the average yield per plant. There was a significant improvement in the pomological qualities of the PGPR treated tomato fruits compared to the corresponding healthy treatments especially in traits such as the average fruit weight, height, and fruit volume. The chemical analysis of tomato fruits revealed that the presence of the PGPRs increased the total protein, lycopene, alkalinity and phenol content of the tomato fruits compared to the healthy controls. They had no influence on the reduced sugar, total soluble solids or the titerable acid content of fruits. However their presence reduced the amount of ascorbic acid in tomato fruits compared to the healthy controls.

Keywords: PGPR, tomato, fruit quality

Procedia PDF Downloads 307
8756 Evaluation Methods for Question Decomposition Formalism

Authors: Aviv Yaniv, Ron Ben Arosh, Nadav Gasner, Michael Konviser, Arbel Yaniv

Abstract:

This paper introduces two methods for the evaluation of Question Decomposition Meaning Representation (QDMR) as predicted by sequence-to-sequence model and COPYNET parser for natural language questions processing, motivated by the fact that previous evaluation metrics used for this task do not take into account some characteristics of the representation, such as partial ordering structure. To this end, several heuristics to extract such partial dependencies are formulated, followed by the hereby proposed evaluation methods denoted as Proportional Graph Matcher (PGM) and Conversion to Normal String Representation (Nor-Str), designed to better capture the accuracy level of QDMR predictions. Experiments are conducted to demonstrate the efficacy of the proposed evaluation methods and show the added value suggested by one of them- the Nor-Str, for better distinguishing between high and low-quality QDMR when predicted by models such as COPYNET. This work represents an important step forward in the development of better evaluation methods for QDMR predictions, which will be critical for improving the accuracy and reliability of natural language question-answering systems.

Keywords: NLP, question answering, question decomposition meaning representation, QDMR evaluation metrics

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8755 Digital Portfolio as Mediation to Enhance Willingness to Communicate in English

Authors: Saeko Toyoshima

Abstract:

This research will discuss if performance tasks with technology would enhance students' willingness to communicate. The present study investigated how Japanese learners of English would change their attitude to communication in their target language by experiencing a performance task, called 'digital portfolio', in the classroom, applying the concepts of action research. The study adapted questionnaires including four-Likert and open-end questions as mixed-methods research. There were 28 students in the class. Many of Japanese university students with low proficiency (A1 in Common European Framework of References in Language Learning and Teaching) have difficulty in communicating in English due to the low proficiency and the lack of practice in and outside of the classroom at secondary education. They should need to mediate between themselves in the world of L1 and L2 with completing a performance task for communication. This paper will introduce the practice of CALL class where A1 level students have made their 'digital portfolio' related to the topics of TED® (Technology, Entertainment, Design) Talk materials. The students had 'Portfolio Session' twice in one term, once in the middle, and once at the end of the course, where they introduced their portfolio to their classmates and international students in English. The present study asked the students to answer a questionnaire about willingness to communicate twice, once at the end of the first term and once at the end of the second term. The four-Likert questions were statistically analyzed with a t-test, and the answers to open-end questions were analyzed to clarify the difference between them. They showed that the students had a more positive attitude to communication in English and enhanced their willingness to communicate through the experiences of the task. It will be the implication of this paper that making and presenting portfolio as a performance task would lead them to construct themselves in English and enable them to communicate with the others enjoyably and autonomously.

Keywords: action research, digital portfoliio, computer-assisted language learning, ELT with CALL system, mixed methods research, Japanese English learners, willingness to communicate

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8754 Female Labor as a Social Right: A Human Rights Perspective

Authors: Claudia Borges Colcerniani

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The paper is about a qualitative study whose main objective is to know how labor, as a Brazilian constitutionally established social right, can promote the social inclusion of female heads of one-parent families in a situation of poverty. The participants are six women, mothers, and workers living in Rocinha, a community located in the city of Rio de Janeiro, RJ, Brazil. According to the Brazilian Federal Constitution, social rights are based on the idea that socioeconomic inequalities should not limit or eliminate civil and political rights. In this perspective, labor can be a way to reach social justice, according to the theory of Nancy Fraser, the theoretical framework adopted in this research. Data were collected through socioeconomic questionnaires, and semi-structured interviews applied individually. The results analysis was made using the content analysis/categorical content analysis, according to Bardin's perspective. The results indicate that labor (as a social right) is considered, by the interviewed women, as an opportunity for social inclusion when there are the characteristics of the formality in accordance with the international labor regulations (Decent Work - International Labour Organization/United Nations).

Keywords: female labor, social justice, inclusion, women, decent work

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8753 Exploring the Relationship Between Past and Present Reviews: The Influence of User Generated Content on Future Hotel Guest Experience Perceptions

Authors: Sacha Joseph-Mathews, Leili Javadpour

Abstract:

In the tourism industry, hoteliers spend millions annually on marketing and positioning efforts for their respective hotels, all in an effort to create a specific image in the minds of the consumer. Yet despite extensive efforts to seduce potential hotel guests with sophisticated advertising messages generated by hotel entities, consumers continue to mistrust corporate branding, preferring instead to place their trust in the reviews of their consumer peers. In today’s complex and cluttered marketplace, online reviews can serve as a mediator for consumers who do not have actual knowledge and experiences with the brand, but are in the process of deciding whether or not to engage in a consumption exercise. Traditionally, consumers have used online reviews as a source of comfort and confirmation of a product/service’s positioning. But today, very few customers make any purchase decisions without first researching existing user reviews, making reviews more of a necessity, rather than a luxury in the purchase decision process. The influence of user generated content (UGC) is amplified in the tourism industry; as more than a third of potential hotel guests will not book a room without first reading a review. As corporate branding becomes less relevant and online reviews become more important, how much of the consumer’s stay expectations are being dictated by existing UGC? Moreover, as hotel guest experience a hotel through the lens of an existing review, how much of their stay and in turn their review, would have been influenced by those reviews that they read? Ultimately, there is the potential for UGC to dictate what potential guests will be most critical about, and or most focused on during their stay. If UGC is a stronger influencer in the purchase decision process than corporate branding, doesn’t it have the potential to dictate, the entire stay experience by influencing the expectations of the guest prior to them arriving on the property? For example, if a hotel is an eco-destination and they focus their branding on their website around sustainability and the retreat nature of the hotel. Yet, guest reviews constantly discuss how dissatisfactory the service and food was with no mention of nature or sustainability, will future reviews then focus primarily on the food? Using text analysis software to examine over 25,000 online reviews, we explore the extent to which new reviews are influenced by wording used in previous reviews for a hotel property, versus content generated by corporate positioning. Additionally, we investigate how distinct hotel related UGC is across different types of tourism destinations. Our findings suggest that UGC can have a greater impact on future reviews, than corporate branding and there is more cohesiveness across UGC of different types of hotel properties than anticipated. A model of User Generated Content Influence is presented and the managerial impact of the power of online reviews to trump corporate branding and shape future user experiences is discussed.

Keywords: user generated content, UGC, corporate branding, online reviews, hotels and tourism

Procedia PDF Downloads 70