Search results for: multilevel analysis
21081 An Assessment of Female Representation in Philippine Cinema in Comparison to American Cinema (1975 to 2020)
Authors: Amanda Julia Binay, Patricia Elise Suarez
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Female representation in media is an important subject in the discussion of gender equality, especially in impactful and influential media like film. As the Filipino film industry continues to grow and evolve, the need for analysis on Filipino female representation on screen is imperative. Additionally, there has been limited research made on female representation in the Philippine film scene. Thus, the paper aims to analyze the presence and evolution of female representation in Philippine cinema and compare the findings with that of American films to see how Filipino filmmakers hold their own against the standards of international movements that call for more and better female representation, especially in Hollywood. The participants selected were Filipino and American films released within the years 1975 to 2020 in five (5) year intervals. Twenty (20) critically acclaimed and highest-grossing Filipino films and twenty (20) critically acclaimed and highest-grossing Hollywood films were then subject to the Bechdel and Peirce tests to obtain statistical measures of their female representation. The findings of the study reveal that the presence of female representation in Philippine film history has been consistent and has continued to grow and evolve throughout the years, with strong female leads with vibrant characteristics and diverse stories. However, analysis of female representation regarding American films has shown an extreme lack thereof with more misogynistic, sexist, and limiting ideals. Thus, the study concludes that the state of female representation in Philippine cinema and film industry holds its own when compared to American cinema and film industry and even outperforms it in many aspects of female representation, such as consistent inclusion and depiction of multi-dimensional female leads and female relationships. Hence, the study implies that women’s consistent presence in Philippine cinema mirrors Filipino women’s prominent role in Philippine society and that American cinema must continue to make efforts to change their portrayals of female characters, leads, and relationships to make them more grounded in reality.Keywords: female representation, gender studies, feminism, philippine cinema, American cinema, bechdel test, peirce test, comparative analysis
Procedia PDF Downloads 35421080 Evaluation of Relationship between Job Stress Dimensions with Occupational Accidents in Industrial Factories in Southwest of Iran
Authors: Ali Ahmadi, Maryam Abbasi, Mohammad Mehdi Parsaei
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Background: Stress in the workplace today is one of the most important public health concerns and a serious threat to the health of the workforce worldwide. Occupational stress can cause occupational events and reduce quality of life. As a result, it has a very undesirable impact on the performance of organizations, companies, and their human resources. This study aimed to evaluate the relationship between job stress dimensions and occupational accidents in industrial factories in Southwest Iran. Materials and Methods: This cross-sectional study was conducted among 200 workers in the summer of 2023 in the Southwest of Iran. To select participants, we used a convenience sampling method. The research tools in this study were the Health and Safety Executive (HSE) stress questionnaire with 35 questions and 7 dimensions and demographic information. A high score on this questionnaire indicates that there is low job stress and pressure. All workers completed the informed consent form. Univariate analysis was performed using chi-square and T-test. Multiple regression analysis was used to estimate the odds ratios (OR) and 95% confidence interval (CI) for the association of stress-related factors with job accidents in participants. Stata 14.0 software was used for analysis. Results: The mean age of the participants was 39.81(6.36) years. The prevalence of job accidents was 28.0% (95%CI: 21.0, 34.0). Based on the results of the multiple logistic regression with the adjustment of the effect of the confounding variables, one increase in the score of the demand dimension had a protective impact on the risk of job accidents(aOR=0.91,95%CI:0.85-0.95). Additionally, an increase in one of the scores of the managerial support (aOR=0.89, 95% CI: 0.83-0.95) and peer support (aOR=0.76, 95%CI: 0.67-87) dimensions was associated with a lower number of job accidents. Among dimensions, an increase in the score of relationship (aOR=0.89, 95%CI: 0.80-0.98) and change (aOR=0.86, 95%CI: 0.74-0.96) reduced the odds of the accident's occurrence among the workers by 11% and 16%, respectively. However, there was no significant association between role and control dimensions and the job accident (p>0.05). Conclusions: The results show that the prevalence of job accidents was alarmingly high. Our results suggested that an increase in scores of dimensions HSE questioners is significantly associated with a decrease the accident occurrence in the workplace. Therefore, planning to address stressful factors in the workplace seems necessary to prevent occupational accidents.Keywords: HSE, Iran, job stress occupational accident, safety, occupational health
Procedia PDF Downloads 6221079 An Analysis of African Solutions to African Problems: Practical Effects of International Criminal Court Withdrawals in Favour of Regional Court Systems
Authors: Jeanne-Mari Retief
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As of November 2016, three African states have withdrawn from the International Criminal Court (ICC) and more are expected to follow. The alleged abuse of universal jurisdiction and targeting of African states by the ICC motivated the withdrawals. These historical exits raise many questions, especially in regard to the adequate investigation and prosecution of international crimes in a continent with a history of impunity. Even though African courts exist and one more is proposed, many issues remain i.e. adequate access to the courts, the extent of the courts’ jurisdiction, and proposed methods of effectively dealing with international crimes in Africa. This paper seeks to address the practical effects of the withdrawal from the ICC and the problems posed through utilizing regional courts. It will specifically look at the practical challenges existing courts face, the lack of access to the latter, issues concerning the proposed African Court for Justice and Human Rights, and the shocking promotion of impunity in Africa. These all have severe implications for African citizens and victims of the most heinous crimes. The mantra of African solutions to African problems places an important duty on states to ensure the actual provision of these solutions, which can only be achieved through a critical analysis of the questions above.Keywords: ACJHR, Africa, impunity, justice, Malabo protocol
Procedia PDF Downloads 21421078 Genetic Diversity of Wild Population of Heterobranchus Spp. Based on Mitochondria DNA Cytochrome C Oxidase Subunit I Gene Analysis
Authors: M. Y. Abubakar, Ipinjolu J. K., Yuzine B. Esa, Magawata I., Hassan W. A., Turaki A. A.
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Catfish (Heterobranchus spp.) is a major freshwater fish that are widely distributed in Nigeria waters and are gaining rapid aquaculture expansion. However, indiscriminate artificial crossbreeding of the species with others poses a threat to their biodiversity. There is a paucity of information about the genetic variability, hence this insight on the genetic variability is badly needed, not only for the species conservation but for aquaculture expansion. In this study, we tested the level of Genetic diversity, population differentiation and phylogenetic relationship analysis on 35 individuals of two populations of Heterobranchus bidorsalis and 29 individuals of three populations of Heterobranchus longifilis using the mitochondrial cytochrome c oxidase subunit I (mtDNA COI) gene sequence. Nucleotide sequences of 650 bp fragment of the COI gene of the two species were compared. In the whole 4 and 5 haplotypes were distinguished in the populations of H. bidorsalis & H. longifilis with accession numbers (MG334168 - MG334171 & MG334172 to MG334176) respectively. Haplotypes diversity indices revealed a range of 0.59 ± 0.08 to 0.57 ± 0.09 in H. bidorsalis and 0.000 to 0.001051 ± 0.000945 in H. longifilis population, respectively. Analysis of molecular variance (AMOVA) revealed no significant variation among H. bidorsalis population of the Niger & Benue Rivers, detected significant genetic variation was between the Rivers of Niger, Kaduna and Benue population of H. longifilis. Two main clades were recovered, showing a clear separation between H. bidorsalis and H. longifilis in the phylogenetic tree. The mtDNA COI genes studied revealed high gene flow between populations with no distinct genetic differentiation between the populations as measured by the fixation index (FST) statistic. However, a proportion of population-specific haplotypes was observed in the two species studied, suggesting a substantial degree of genetic distinctiveness for each of the population investigated. These findings present the description of the species character and accessions of the fish’s genetic resources, through gene sequence submitted in Genetic database. The data will help to protect their valuable wild resource and contribute to their recovery and selective breeding in Nigeria.Keywords: AMOVA, genetic diversity, Heterobranchus spp., mtDNA COI, phylogenetic tree
Procedia PDF Downloads 13421077 Language and Empire: A Post-Colonial Examination of Othering and Identity in Babel: An Arcane History
Authors: Essam Hegazy
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English has solidified its role as the global lingua franca, largely due to British colonial expansion. This research investigates the use of English as a tool for Empire-building and the subjugation of colonized peoples and their languages. The objective is to examine how linguistic Anglo-hegemony contributes to the construction of otherness and identity formation, and how these processes are depicted in R.F. Kuang's novel Babel: An Arcane History. Using a post-colonial theoretical framework, this study employs textual analysis to explore the novel's portrayal of characters' conflicting loyalties to their native cultures and the British Empire. Key methods include identifying themes of linguistic dominance, othering, and identity conflict through close reading and annotation. The analysis is contextualized with historical and cultural perspectives to understand the broader implications of these themes. The findings reveal that linguistic hegemony is a central mechanism of colonial power, deeply affecting the characters' sense of identity and belonging. The study uncovers how the imposition of English creates internalized conflicts and reinforces social hierarchies. This research highlights the need to challenge hegemonic structures to preserve authentic identities and promote cultural diversity.Keywords: linguistic hegemony, otherness, identity formation, colonialism, imperialism
Procedia PDF Downloads 1521076 Using T-Splines to Model Point Clouds from Terrestrial Laser Scanner
Authors: G. Kermarrec, J. Hartmann
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Spline surfaces are a major representation of freeform surfaces in the computer-aided graphic industry and were recently introduced in the field of geodesy for processing point clouds from terrestrial laser scanner (TLS). The surface fitting consists of approximating a trustworthy mathematical surface to a large numbered 3D point cloud. The standard B-spline surfaces lack of local refinement due to the tensor-product construction. The consequences are oscillating geometry, particularly in the transition from low-to-high curvature parts for scattered point clouds with missing data. More economic alternatives in terms of parameters on how to handle point clouds with a huge amount of observations are the recently introduced T-splines. As long as the partition of unity is guaranteed, their computational complexity is low, and they are flexible. T-splines are implemented in a commercial package called Rhino, a 3D modeler which is widely used in computer aided design to create and animate NURBS objects. We have applied T-splines surface fitting to terrestrial laser scanner point clouds from a bridge under load and a sheet pile wall with noisy observations. We will highlight their potential for modelling details with high trustworthiness, paving the way for further applications in terms of deformation analysis.Keywords: deformation analysis, surface modelling, terrestrial laser scanner, T-splines
Procedia PDF Downloads 13621075 Estimating Knowledge Flow Patterns of Business Method Patents with a Hidden Markov Model
Authors: Yoonjung An, Yongtae Park
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Knowledge flows are a critical source of faster technological progress and stouter economic growth. Knowledge flows have been accelerated dramatically with the establishment of a patent system in which each patent is required by law to disclose sufficient technical information for the invention to be recreated. Patent analysis, thus, has been widely used to help investigate technological knowledge flows. However, the existing research is limited in terms of both subject and approach. Particularly, in most of the previous studies, business method (BM) patents were not covered although they are important drivers of knowledge flows as other patents. In addition, these studies usually focus on the static analysis of knowledge flows. Some use approaches that incorporate the time dimension, yet they still fail to trace a true dynamic process of knowledge flows. Therefore, we investigate dynamic patterns of knowledge flows driven by BM patents using a Hidden Markov Model (HMM). An HMM is a popular statistical tool for modeling a wide range of time series data, with no general theoretical limit in regard to statistical pattern classification. Accordingly, it enables characterizing knowledge patterns that may differ by patent, sector, country and so on. We run the model in sets of backward citations and forward citations to compare the patterns of knowledge utilization and knowledge dissemination.Keywords: business method patents, dynamic pattern, Hidden-Markov Model, knowledge flow
Procedia PDF Downloads 32421074 Effects of Process Parameter Variation on the Surface Roughness of Rapid Prototyped Samples Using Design of Experiments
Authors: R. Noorani, K. Peerless, J. Mandrell, A. Lopez, R. Dalberto, M. Alzebaq
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Rapid prototyping (RP) is an additive manufacturing technology used in industry that works by systematically depositing layers of working material to construct larger, computer-modeled parts. A key challenge associated with this technology is that RP parts often feature undesirable levels of surface roughness for certain applications. To combat this phenomenon, an experimental technique called Design of Experiments (DOE) can be employed during the growth procedure to statistically analyze which RP growth parameters are most influential to part surface roughness. Utilizing DOE to identify such factors is important because it is a technique that can be used to optimize a manufacturing process, which saves time, money, and increases product quality. In this study, a four-factor/two level DOE experiment was performed to investigate the effect of temperature, layer thickness, infill percentage, and infill speed on the surface roughness of RP prototypes. Samples were grown using the sixteen different possible growth combinations associated with a four-factor/two level study, and then the surface roughness data was gathered for each set of factors. After applying DOE statistical analysis to these data, it was determined that layer thickness played the most significant role in the prototype surface roughness.Keywords: rapid prototyping, surface roughness, design of experiments, statistical analysis, factors and levels
Procedia PDF Downloads 25921073 An Analysis of Innovative Cloud Model as Bridging the Gap between Physical and Virtualized Business Environments: The Customer Perspective
Authors: Asim Majeed, Rehan Bhana, Mak Sharma, Rebecca Goode, Nizam Bolia, Mike Lloyd-Williams
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This study aims to investigate and explore the underlying causes of security concerns of customers emerged when WHSmith transformed its physical system to virtualized business model through NetSuite. NetSuite is essentially fully integrated software which helps transforming the physical system to virtualized business model. Modern organisations are moving away from traditional business models to cloud based models and consequently it is expected to have a better, secure and innovative environment for customers. The vital issue of the modern age race is the security when transforming virtualized through cloud based models and designers of interactive systems often misunderstand privacy and even often ignore it, thus causing concerns for users. The content analysis approach is being used to collect the qualitative data from 120 online bloggers including TRUSTPILOT. The results and finding provide useful new insights into the nature and form of security concerns of online users after they have used the WHSmith services offered online through their website. Findings have theoretical as well as practical implications for the successful adoption of cloud computing Business-to-Business model and similar systems.Keywords: innovation, virtualization, cloud computing, organizational flexibility
Procedia PDF Downloads 37921072 Solid Waste Disposal Site Selection in Thiruvananthapuram Corporation Area by Data Analysis Using GIS and Remote Sensing Tools
Authors: C. Asha Poorna, P. G. Vinod, A. R. R. Menon
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Currently increasing population and their activities like urbanization and industrialization generating the greatest environmental, issue called Waste. And the major problem in waste management is selection of an appropriate site for waste disposal. The selection of suitable site have constrains like environmental, economical and political considerations. In this paper we discuss the strategies to be followed while selecting a site for decentralized system for solid waste disposal, using Geographic Information System (GIS), the Analytical Hierarchy Process (AHP) and the remote sensing method for Thiruvananthapuram corporation area. It is located on the west coast of India near the extreme south of the mainland. It lies on the shores of Killiyar and Karamana River. Being on the basin the waste managements must be regulated with the water body. The different criteria considered for waste disposal site selection are lithology, surface water, aquifer, groundwater, land use, contours, aspect, elevation, slope, and distance to road, distance from settlement are examined in relation to land fill site selection. Each criterion was identified and weighted by AHP score and mapped using GIS technique and suitable map is prepared by overlay analysis.Keywords: waste disposal, solid waste management, Geographic Information System (GIS), Analytical Hierarchy Process (AHP)
Procedia PDF Downloads 38921071 Experimental and Finite Element Analysis of Large Deformation Characteristics of Magnetic Responsive Hydrogel Nanocomposites Membranes
Authors: Mallikarjunachari Gangapuram
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Stimuli-responsive hydrogel nanocomposite membranes are gaining significant attention these days due to their potential applications in various engineering fields. For example, sensors, soft actuators, drug delivery, remote controlled therapy, water treatment, shape morphing, and magnetic refrigeration are few advanced applications of hydrogel nanocomposite membranes. In this work, hydrogel nanocomposite membranes are synthesized by embedding nanometer-sized (diameter - 300 nm) Fe₃O₄ magnetic particles into the polyvinyl alcohol (PVA) polymer. To understand the large deformation characteristics of these membranes, a well-known experimental method ball indentation technique is used. Different designing parameters such as membrane thickness, the concentration of magnetic particles and ball diameter on the viscoelastic properties are studied. All the experiments are carried out without and with a static magnetic field. Finite element simulations are carried out to validate the experimental results. It is observed, the creep response decreases and Young’s modulus increases as the thickness and concentration of magnetic particles increases. Image analysis revealed the hydrogel membranes are undergone global deformation for ball diameter 18 mm and local deformation when the diameter decreases from 18 mm to 0.5 mm.Keywords: ball indentation, hydrogel membranes, nanocomposites, Young's modulus
Procedia PDF Downloads 11821070 Metagenomic Analysis and Pharmacokinetics of Phage Therapy in the Treatment of Bovine Subclinical Mastitis
Authors: Vaibhav D. Bhatt, Anju P. Kunjadia, D. S. Nauriyal, Bhumika J. Joshi, Chaitanya G. Joshi
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Metagenomic analysis of milk samples collected from local cattle breed, kankrej (Bos indicus), Gir (Bos indicus) and Crossbred (Bos indicus X Bos taurus) cattle harbouring subclinical mastitis was carried out by next-generation sequencing (NGS) 454 GS-FLX technology. Around 56 different species including members of Enterobacteriales, Pseudomonadales, Bacillales and Lactobacillales with varying abundance were detected in infected milk. The interesting presence of bacteriophages against Staphylococcus aureus, Escherichia coli, Enterobacter and Yersinia species were observed, especially Enterobacteria and E. coli phages (0∙32%) in Kankrej, Enterobacteria and Staphylococcus phages (1∙05%) in Gir and Staphylococcus phages (2∙32%) in crossbred cattle. NGS findings suggest that phages may be involved in imparting natural resistance of the cattle against pathogens. Further infected milk samples were subjected for bacterial isolation. Fourteen different isolates were identified, and DNA was extracted. Genes (Tet-K, Msr-A, and Mec-A) providing antibiotic resistance to the bacteria were screened by Polymerase Chain Reaction and results were validated with traditional antibiotic assay. Total 3 bacteriophages were isolated from nearby environment of the cattle farm. The efficacy of phages was checked against multi-drug resistant bacteria, identified by PCR. In-vivo study was carried out for phage therapy in mammary glands of female rats “Wister albino”. Mammary glands were infused with MDR isolates for 3 consecutive days. Recovery was observed in infected rats after intramammary infusion of sterile phage suspension. From day 4th onwards, level of C-reactive protein was significant increases up to day 12th . However, significant reduction was observed between days 12th to 18th post treatment. Bacteriophages have significant potential as antibacterial agents and their ability to replicate exponentially within their hosts and their specificity, make them ideal candidates for more sustainable mastitis control.Keywords: bacteriophages, c-reactive protein, mastitis, metagenomic analysis
Procedia PDF Downloads 30821069 Data Analysis for Taxonomy Prediction and Annotation of 16S rRNA Gene Sequences from Metagenome Data
Authors: Suchithra V., Shreedhanya, Kavya Menon, Vidya Niranjan
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Skin metagenomics has a wide range of applications with direct relevance to the health of the organism. It gives us insight to the diverse community of microorganisms (the microbiome) harbored on the skin. In the recent years, it has become increasingly apparent that the interaction between skin microbiome and the human body plays a prominent role in immune system development, cancer development, disease pathology, and many other biological implications. Next Generation Sequencing has led to faster and better understanding of environmental organisms and their mutual interactions. This project is studying the human skin microbiome of different individuals having varied skin conditions. Bacterial 16S rRNA data of skin microbiome is downloaded from SRA toolkit provided by NCBI to perform metagenomics analysis. Twelve samples are selected with two controls, and 3 different categories, i.e., sex (male/female), skin type (moist/intermittently moist/sebaceous) and occlusion (occluded/intermittently occluded/exposed). Quality of the data is increased using Cutadapt, and its analysis is done using FastQC. USearch, a tool used to analyze an NGS data, provides a suitable platform to obtain taxonomy classification and abundance of bacteria from the metagenome data. The statistical tool used for analyzing the USearch result is METAGENassist. The results revealed that the top three abundant organisms found were: Prevotella, Corynebacterium, and Anaerococcus. Prevotella is known to be an infectious bacterium found on wound, tooth cavity, etc. Corynebacterium and Anaerococcus are opportunist bacteria responsible for skin odor. This result infers that Prevotella thrives easily in sebaceous skin conditions. Therefore it is better to undergo intermittently occluded treatment such as applying ointments, creams, etc. to treat wound for sebaceous skin type. Exposing the wound should be avoided as it leads to an increase in Prevotella abundance. Moist skin type individuals can opt for occluded or intermittently occluded treatment as they have shown to decrease the abundance of bacteria during treatment.Keywords: bacterial 16S rRNA , next generation sequencing, skin metagenomics, skin microbiome, taxonomy
Procedia PDF Downloads 16721068 Frailty Models for Modeling Heterogeneity: Simulation Study and Application to Quebec Pension Plan
Authors: Souad Romdhane, Lotfi Belkacem
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When referring to actuarial analysis of lifetime, only models accounting for observable risk factors have been developed. Within this context, Cox proportional hazards model (CPH model) is commonly used to assess the effects of observable covariates as gender, age, smoking habits, on the hazard rates. These covariates may fail to fully account for the true lifetime interval. This may be due to the existence of another random variable (frailty) that is still being ignored. The aim of this paper is to examine the shared frailty issue in the Cox proportional hazard model by including two different parametric forms of frailty into the hazard function. Four estimated methods are used to fit them. The performance of the parameter estimates is assessed and compared between the classical Cox model and these frailty models through a real-life data set from the Quebec Pension Plan and then using a more general simulation study. This performance is investigated in terms of the bias of point estimates and their empirical standard errors in both fixed and random effect parts. Both the simulation and the real dataset studies showed differences between classical Cox model and shared frailty model.Keywords: life insurance-pension plan, survival analysis, risk factors, cox proportional hazards model, multivariate failure-time data, shared frailty, simulations study
Procedia PDF Downloads 35421067 Ameliorating Effects of Rosemary and Costus on Blood-Associated Toxicity in Ehrlich-Bearing Mice Treated with Cisplatin
Authors: Yousry El-Sayed Elbolkiny, Mohamed Labib Salem
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Background: Rosemary (ROLE) and costus (SLRE) have been established to show antioxidant effects. Aim: This study aimed to evaluate the ameliorating effects of ROLE and SLRE on the side effects induced by cisplatin (CIS) in tumor-bearing mice. Materials and Methods: Extracts of ROLE and SLRE were examined for their phytochemical activities. To evaluate their anti-tumor effects, mice were inoculated intraperitoneally (i.p.) with 2.5x105 Ehrlich ascites carcinoma (EAC) and then treated i.p. with CIS at days 3-7 and with ROLE (dose) or SLRE (dose) at days 3-14. Mice were sacrificed on day 14 for CBC and T-cell analyses. Results: Phytochemical analysis revealed that both ROLE and SLRE showed similar antioxidant activities. Treatment of EAC-bearing mice with CIS-induced antitumor efficacy of about 90%. Treatment with CIS in combination with ROLE or SLRE did not further enhance the antitumor activity of CIS. However, co-administration of ROLE or SLRE with CIS significantly increased the antitumor efficacy of CIS. Flow cytometric analysis showed that the numbers of CD4+ and CD8+ T cells were decreased in EAC-bearing mice after treatment with CIS. Treatment with both ROLE and SLRE improved the number of these cells. Conclusion: Combinatorial treatment with rosemary and costus can enhance the antitumor activity of CISKeywords: CBC, cisplantin, costus, rosemary
Procedia PDF Downloads 3921066 Post-harvest Handling Practices and Technologies Harnessed by Smallholder Fruit Crop Farmers in Vhembe District, Limpopo Province, South Africa
Authors: Vhahangwele Belemu, Isaac Busayo Oluwatayo
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Post-harvest losses pose a serious challenge to smallholder fruit crop farmers, especially in the rural communities of South Africa, affecting their economic livelihoods and food security. This study investigated the post-harvest handling practices and technologies harnessed by smallholder fruit crop farmers in the Vhembe district of Limpopo province, South Africa. Data were collected on a random sample of 224 smallholder fruit crop farmers selected from the four municipalities of the district using a multistage sampling technique. Analytical tools employed include descriptive statistics and the tobit regression model. A descriptive analysis of farmers’ socioeconomic characteristics showed that a sizeable number of these farmers are still in their active working age (mean = 52 years) with more males (63.8%) than their female (36.2%) counterparts. Respondents’ distribution by educational status revealed that only a few of these had no formal education (2.2%), with the majority having secondary education (48.7%). Results of data analysis further revealed that the prominent post-harvest technologies and handling practices harnessed by these farmers include using appropriate harvesting techniques (20.5%), selling at a reduced price (19.6%), transportation consideration (18.3%), cleaning and disinfecting (17.9%), sorting and grading (16.5%), manual cleaning (15.6%) and packaging technique (11.6%) among others. The result of the Tobit regression analysis conducted to examine the determinants of post-harvest technologies and handling practices harnessed showed that age, educational status of respondents, awareness of technology/handling practices, farm size, access to credit, extension contact, and membership of association were the significant factors. The study suggests enhanced awareness creation, access to credit facility and improved access to market as important factors to consider by relevant stakeholders to assist smallholder fruit crop farmers in the study area.Keywords: fruit crop farmers, handling practices, post harvest losses, smallholder, Vhembe District, South Africa
Procedia PDF Downloads 5421065 An Empirical Analysis of the Freight Forwarders’ Buying Behaviour: Implications for the Ocean Container Carriers
Authors: Peter Dzakah Fanam, Hong O. Nguyen, Stephen Cahoon
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The objective of this study is to explore the buying behavior of the freight forwarders and to evaluate how their buying decision affects the ocean container carriers’ market share. This study analysed the buying decisions of the freight forwarders and validated the process of stages that the freight forwarders’ pass through before choosing an ocean container carrier. Factor analysis was applied to data collected from 105 freight forwarding companies to unveil the influential factors the freight forwarders’ consider important when selecting an ocean container carrier. This study did not only analysed the buying behaviour of the freight forwarders but also unveiled the influential factors affecting the competitiveness of the ocean container carriers in their market share maximisation. Furthermore, the study have made a methodological contribution that helps in better understanding of the critical factors influencing the selection of the ocean container carriers from the freight forwarders’ perspective. The implications of the freight forwarders’ buying behaviour is important to the ocean container carriers because it have severe effect on the market share of the ocean container carriers and the percentage of customers they control within the liner shipping sector. The findings of this study will help the ocean container carriers to formulate relevant marketing strategies in attracting the freight forwarders in purchasing the liner shipping service.Keywords: ocean carrier, freight forwarder, buying behaviour, influential factors
Procedia PDF Downloads 24521064 Computational Study of Composite Films
Authors: Rudolf Hrach, Stanislav Novak, Vera Hrachova
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Composite and nanocomposite films represent the class of promising materials and are often objects of the study due to their mechanical, electrical and other properties. The most interesting ones are probably the composite metal/dielectric structures consisting of a metal component embedded in an oxide or polymer matrix. Behaviour of composite films varies with the amount of the metal component inside what is called filling factor. The structures contain individual metal particles or nanoparticles completely insulated by the dielectric matrix for small filling factors and the films have more or less dielectric properties. The conductivity of the films increases with increasing filling factor and finally a transition into metallic state occurs. The behaviour of composite films near a percolation threshold, where the change of charge transport mechanism from a thermally-activated tunnelling between individual metal objects to an ohmic conductivity is observed, is especially important. Physical properties of composite films are given not only by the concentration of metal component but also by the spatial and size distributions of metal objects which are influenced by a technology used. In our contribution, a study of composite structures with the help of methods of computational physics was performed. The study consists of two parts: -Generation of simulated composite and nanocomposite films. The techniques based on hard-sphere or soft-sphere models as well as on atomic modelling are used here. Characterizations of prepared composite structures by image analysis of their sections or projections follow then. However, the analysis of various morphological methods must be performed as the standard algorithms based on the theory of mathematical morphology lose their sensitivity when applied to composite films. -The charge transport in the composites was studied by the kinetic Monte Carlo method as there is a close connection between structural and electric properties of composite and nanocomposite films. It was found that near the percolation threshold the paths of tunnel current forms so-called fuzzy clusters. The main aim of the present study was to establish the correlation between morphological properties of composites/nanocomposites and structures of conducting paths in them in the dependence on the technology of composite films.Keywords: composite films, computer modelling, image analysis, nanocomposite films
Procedia PDF Downloads 38721063 Evaluation of Water Efficiency in Farming: Empirical Evidence from a Semi-Arid Region
Authors: Laura Piedra-Munoz, Angeles Godoy-Duran, Emilio Galdeano-Gomez, Juan C. Perez-Mesa
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Spain is very sensitive to water management issues due to its climatic characteristics and the deficit of this resource in many areas of its territory. This study examines the characteristics of the family farms that are more efficient in the use of water, focusing on a semi-arid area located in Almeria, southeast of Spain. In the case of irrigated agriculture, water usage efficiency usually indicates water productivity in terms of yield (kg/m³), or in economic terms (euros/m³). These two water usage indicators were considered to analyse water usage efficiency according to other studies on water efficiency in the horticultural area under analysis. This work also takes into account other water usage characteristics such as water supplied, innovative irrigation practices, water-efficient technology, and water-saving practices. The results show that the most water efficient farms have technical advisors and use irrigation on demand, that measures the water needs of the crops and are considered the most technological irrigation system. These farms are more technological and less labor intensive. They are also aware of water scarcity and the need to conserve the environment. This approach allow managers to identify the principal factors and best practices related to water efficiency in order to promote and implement them in inefficient farms and promote sustainability.Keywords: cluster analysis, family farms, Spain, sustainability, water-use efficiency
Procedia PDF Downloads 27921062 The Effects of Interest Rates on Islamic Banks in a Dual Banking System: Empirical Evidence from Saudi Arabia
Authors: Mouldi Djelassi, Jamel Boukhatem
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Background: A relation has been established between Islamic banks' activities and interest rates. The aim of this study was to explore the impact of interest rates on the deposits and loans held by Islamic and conventional banks in Saudi Arabia. Methods: A time series data was performed over the period 2008Q1-2020Q2 on eight conventional banks and four Islamic banks. The impacts of interest rate shocks on deposits and loans were identified through panel vector autoregressive models. Results: Impulse response function analysis showed that increasing interest rates reduce loans and conventional deposits. For Islamic banks, deposits are more affected by interest rates than lending. Variance decomposition analysis revealed that deposits contribute to 61% of the Islamic financing variation and only 25% of the conventional loans. Conclusion: Interest rates impacted Islamic banks especially through deposits, which is inconsistent with the theoretical framework. Islamic deposits played an important role in Islamic financing variation and may provide to be a channel for the transmission of the monetary policy in a dual banking system. Monetary policy in Saudi Arabia works in part through “credits” (conventional bank credits) as well as through “money” (conventional and Islamic bank deposits).Keywords: Islamic banking, interest rates, monetary policy transmission, panel VAR
Procedia PDF Downloads 10321061 A Study to Assess the Energy Saving Potential and Economic Analysis of an Agro Based Industry in Karnataka, India
Authors: Sangamesh G. Sakri, Akash N. Patil, Sadashivappa M. Kotli
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Agro based industries in India are considered as the micro, small and medium enterprises (MSME). In India, MSMEs contribute approximately 8 percent of the country’s GDP, 42 percent of the manufacturing output and 40 percent of exports. The toor dal (scientific name Cajanus cajan, commonly known as yellow gram, pigeon pea) is the second largest pulse crop in India accounting for about 20% of total pulse production. The toor dal milling industry in India is one of the major agro-processing industries in the country. Most of the dal mills are concentrated in pulse producing areas, which are spread all over the country. In Karnataka state, Gulbarga is a district, where toor dal is the main crop and is grown extensively. There are more than 500 dal mills in and around the Gulbarga district to process dal. However, the majority of these dal milling units use traditional methods of processing which are energy and capital intensive. There exists a huge energy saving potential in these mills. An energy audit is conducted on a dal mill in Gulbarga to understand the energy consumption pattern to assess the energy saving potential, and an economic analysis is conducted to identify energy conservation opportunities.Keywords: conservation, demand side management, load curve, toor dal
Procedia PDF Downloads 26421060 Seismic Hazard Analysis for a Multi Layer Fault System: Antalya (SW Turkey) Example
Authors: Nihat Dipova, Bulent Cangir
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This article presents the results of probabilistic seismic hazard analysis (PSHA) for Antalya (SW Turkey). South west of Turkey is characterized by large earthquakes resulting from the continental collision between the African, Arabian and Eurasian plates and crustal faults. Earthquakes around the study area are grouped into two; crustal earthquakes (D=0-50 km) and subduction zone earthquakes (50-140 km). Maximum observed magnitude of subduction earthquakes is Mw=6.0. Maximum magnitude of crustal earthquakes is Mw=6.6. Sources for crustal earthquakes are faults which are related with Isparta Angle and Cyprus Arc tectonic structures. A new earthquake catalogue for Antalya, with unified moment magnitude scale has been prepared and seismicity of the area around Antalya city has been evaluated by defining ‘a’ and ‘b’ parameters of the Gutenberg-Richter recurrence relationship. The Standard Cornell-McGuire method has been used for hazard computation utilizing CRISIS2007 software. Attenuation relationships proposed by Chiou and Youngs (2008) has been used for 0-50 km earthquakes and Youngs et. al (1997) for deep subduction earthquakes. Finally, Seismic hazard map for peak horizontal acceleration on a uniform site condition of firm rock (average shear wave velocity of about 1130 m/s) at a hazard level of 10% probability of exceedance in 50 years has been prepared.Keywords: Antalya, peak ground acceleration, seismic hazard assessment, subduction
Procedia PDF Downloads 36721059 Spatial Heterogeneity of Urban Land Use in the Yangtze River Economic Belt Based on DMSP/OLS Data
Authors: Liang Zhou, Qinke Sun
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Taking the Yangtze River Economic Belt as an example, using long-term nighttime lighting data from DMSP/OLS from 1992 to 2012, support vector machine classification (SVM) was used to quantitatively extract urban built-up areas of economic belts, and spatial analysis of expansion intensity index, standard deviation ellipse, etc. was introduced. The model conducts detailed and in-depth discussions on the strength, direction, and type of the expansion of the middle and lower reaches of the economic belt and the key node cities. The results show that: (1) From 1992 to 2012, the built-up areas of the major cities in the Yangtze River Valley showed a rapid expansion trend. The built-up area expanded by 60,392 km², and the average annual expansion rate was 31%, that is, from 9615 km² in 1992 to 70007 km² in 2012. The spatial gradient analysis of the watershed shows that the expansion of urban built-up areas in the middle and lower reaches of the river basin takes Shanghai as the leading force, and the 'bottom-up' model shows an expanding pattern of 'upstream-downstream-middle-range' declines. The average annual rate of expansion is 36% and 35%, respectively. 17% of which the midstream expansion rate is about 50% of the upstream and downstream. (2) The analysis of expansion intensity shows that the urban expansion intensity in the Yangtze River Basin has generally shown an upward trend, the downstream region has continued to rise, and the upper and middle reaches have experienced different amplitude fluctuations. To further analyze the strength of urban expansion at key nodes, Chengdu, Chongqing, and Wuhan in the upper and middle reaches maintain a high degree of consistency with the intensity of regional expansion. Node cities with Shanghai as the core downstream continue to maintain a high level of expansion. (3) The standard deviation ellipse analysis shows that the overall center of gravity of the Yangtze River basin city is located in Anqing City, Anhui Province, and it showed a phenomenon of reciprocating movement from 1992 to 2012. The nighttime standard deviation ellipse distribution range increased from 61.96 km² to 76.52 km². The growth of the major axis of the ellipse was significantly larger than that of the minor axis. It had obvious east-west axiality, in which the nighttime lights in the downstream area occupied in the entire luminosity scale urban system leading position.Keywords: urban space, support vector machine, spatial characteristics, night lights, Yangtze River Economic Belt
Procedia PDF Downloads 11021058 A Multivariate Exploratory Data Analysis of a Crisis Text Messaging Service in Order to Analyse the Impact of the COVID-19 Pandemic on Mental Health in Ireland
Authors: Hamda Ajmal, Karen Young, Ruth Melia, John Bogue, Mary O'Sullivan, Jim Duggan, Hannah Wood
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The Covid-19 pandemic led to a range of public health mitigation strategies in order to suppress the SARS-CoV-2 virus. The drastic changes in everyday life due to lockdowns had the potential for a significant negative impact on public mental health, and a key public health goal is to now assess the evidence from available Irish datasets to provide useful insights on this issue. Text-50808 is an online text-based mental health support service, established in Ireland in 2020, and can provide a measure of revealed distress and mental health concerns across the population. The aim of this study is to explore statistical associations between public mental health in Ireland and the Covid-19 pandemic. Uniquely, this study combines two measures of emotional wellbeing in Ireland: (1) weekly text volume at Text-50808, and (2) emotional wellbeing indicators reported by respondents of the Amárach public opinion survey, carried out on behalf of the Department of Health, Ireland. For this analysis, a multivariate graphical exploratory data analysis (EDA) was performed on the Text-50808 dataset dated from 15th June 2020 to 30th June 2021. This was followed by time-series analysis of key mental health indicators including: (1) the percentage of daily/weekly texts at Text-50808 that mention Covid-19 related issues; (2) the weekly percentage of people experiencing anxiety, boredom, enjoyment, happiness, worry, fear and stress in Amárach survey; and Covid-19 related factors: (3) daily new Covid-19 case numbers; (4) daily stringency index capturing the effect of government non-pharmaceutical interventions (NPIs) in Ireland. The cross-correlation function was applied to measure the relationship between the different time series. EDA of the Text-50808 dataset reveals significant peaks in the volume of texts on days prior to level 3 lockdown and level 5 lockdown in October 2020, and full level 5 lockdown in December 2020. A significantly high positive correlation was observed between the percentage of texts at Text-50808 that reported Covid-19 related issues and the percentage of respondents experiencing anxiety, worry and boredom (at a lag of 1 week) in Amárach survey data. There is a significant negative correlation between percentage of texts with Covid-19 related issues and percentage of respondents experiencing happiness in Amárach survey. Daily percentage of texts at Text-50808 that reported Covid-19 related issues to have a weak positive correlation with daily new Covid-19 cases in Ireland at a lag of 10 days and with daily stringency index of NPIs in Ireland at a lag of 2 days. The sudden peaks in text volume at Text-50808 immediately prior to new restrictions in Ireland indicate an association between a rise in mental health concerns following the announcement of new restrictions. There is also a high correlation between emotional wellbeing variables in the Amárach dataset and the number of weekly texts at Text-50808, and this confirms that Text-50808 reflects overall public sentiment. This analysis confirms the benefits of the texting service as a community surveillance tool for mental health in the population. This initial EDA will be extended to use multivariate modeling to predict the effect of additional Covid-19 related factors on public mental health in Ireland.Keywords: COVID-19 pandemic, data analysis, digital health, mental health, public health, digital health
Procedia PDF Downloads 13621057 Jamun Juice Extraction Using Commercial Enzymes and Optimization of the Treatment with the Help of Physicochemical, Nutritional and Sensory Properties
Authors: Payel Ghosh, Rama Chandra Pradhan, Sabyasachi Mishra
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Jamun (Syzygium cuminii L.) is one of the important indigenous minor fruit with high medicinal value. The jamun cultivation is unorganized and there is huge loss of this fruit every year. The perishable nature of the fruit makes its postharvest management further difficult. Due to the strong cell wall structure of pectin-protein bonds and hard seeds, extraction of juice becomes difficult. Enzymatic treatment has been commercially used for improvement of juice quality with high yield. The objective of the study was to optimize the best treatment method for juice extraction. Enzymes (Pectinase and Tannase) from different stains had been used and for each enzyme, best result obtained by using response surface methodology. Optimization had been done on the basis of physicochemical property, nutritional property, sensory quality and cost estimation. According to quality aspect, cost analysis and sensory evaluation, the optimizing enzymatic treatment was obtained by Pectinase from Aspergillus aculeatus strain. The optimum condition for the treatment was 44 oC with 80 minute with a concentration of 0.05% (w/w). At these conditions, 75% of yield with turbidity of 32.21NTU, clarity of 74.39%T, polyphenol content of 115.31 mg GAE/g, protein content of 102.43 mg/g have been obtained with a significant difference in overall acceptability.Keywords: enzymatic treatment, Jamun, optimization, physicochemical property, sensory analysis
Procedia PDF Downloads 28821056 Effect of Lactone Glycoside on Feeding Deterrence and Nutritive Physiology of Tobacco Caterpillar Spodoptera litura Fabricius (Noctuidae: Lepidoptera)
Authors: Selvamuthukumaran Thirunavukkarasu, Arivudainambi Sundararajan
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The plant active molecules with their known mode of action are important leads to the development of newer insecticides. Lactone glycoside was identified earlier as the active principle in Cleistanthus collinus (Roxb.) Benth. (Fam: Euphorbiaceae). It possessed feeding deterrent, insecticidal and insect growth regulatory actions at varying concentrations. Deducing its mode of action opens a possibility of its further development. A no-choice leaf disc bioassay was carried out with lactone glycoside at different doses for different instars and Deterrence Indices were worked out. Using regression analysis concentrations imparting 10, 30 and 50 per cent deterrence (DI10, DI30 & DI50) were worked out. At these doses, effect on nutritional indices like Relative Consumption and Growth Rates (RCR & RGR), Efficiencies of Conversion of Ingested and Digested food (ECI & ECD) and Approximate Digestibility (AD) were worked out. The Relative Consumption and Growth Rate of control and lactone glycoside larva were compared by regression analysis. Regression analysis of deterrence indices revealed that the concentrations needed for imparting 50 per cent deterrence was 60.66, 68.47 and 71.10 ppm for third, fourth and fifth instars respectively. Relative consumption rate (RCR) and relative growth rate (RGR) were reduced. This confirmed the antifeedant action of the fraction. Approximate digestibility (AD) was found greater in treatments indicating reduced faeces because of poor digestibility and retention of food in the gut. Efficiency of conversion of both ingested and digested (ECI and ECD) food was also found to be greatly reduced. This indicated presence of toxic action. This was proved by comparing growth efficiencies of control and lactone glycoside treated larvae. Lactone glycoside was found to possess both feeding deterrent and toxic modes of action. Studies on molecular targets based on this preliminary site of action lead to new insecticide development.Keywords: Spodoptera litura Fabricius, Cleistanthus collinus (Roxb.) Benth, feeding deterrence, mode of action
Procedia PDF Downloads 14921055 Relationship-Centred Care in Cross-Linguistic Medical Encounters
Authors: Nami Matsumoto
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This study explores the experiences of cross-linguistic medical encounters by patients, and their views of receiving language support therein, with a particular focus on Japanese-English cases. The aim of this study is to investigate the reason for the frequent use of a spouse as a communication mediator from a Japanese perspective, through a comparison with that of English speakers. This study conducts an empirical qualitative analysis of the accounts of informants. A total of 31 informants who have experienced Japanese-English cross-linguistic medical encounters were recruited in Australia and Japan for semi-structured in-depth interviews. A breakdown of informants is 15 English speakers and 16 Japanese speakers. In order to obtain a further insight into collected data, additional interviews were held with 4 Australian doctors who are familiar with using interpreters. This study was approved by the Australian National University Human Research Ethics Committee, and written consent to participate in this study was obtained from all participants. The interviews lasted up to over one hour. They were audio-recorded and subsequently transcribed by the author. Japanese transcriptions were translated into English by the author. An analysis of interview data found that patients value relationship in communication. Particularly, Japanese informants, who have an English-speaking spouse, value trust-based communication interventions by their spouse, regardless of the language proficiency of the spouse. In Australia, health care interpreters are required to abide by the national code of ethics for interpreters. The Code defines the role of an interpreter exclusively to be language rendition and enshrines the tenets of accuracy, confidentiality and professional role boundaries. However, the analysis found that an interpreter who strictly complies with the Code sometimes fails to render the real intentions of the patient and their doctor. Findings from the study suggest that an interpreter should not be detached from the context and should be more engaged in the needs of patients. Their needs are not always communicated by an interpreter when they simply follow a professional code of ethics. The concept of relationship-centred care should be incorporated in the professional practice of health care interpreters.Keywords: health care, Japanese-English medical encounters, language barriers, trust
Procedia PDF Downloads 25621054 The Role of Twitter Bots in Political Discussion on 2019 European Elections
Authors: Thomai Voulgari, Vasilis Vasilopoulos, Antonis Skamnakis
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The aim of this study is to investigate the effect of the European election campaigns (May 23-26, 2019) on Twitter achieving with artificial intelligence tools such as troll factories and automated inauthentic accounts. Our research focuses on the last European Parliamentary elections that took place between 23 and 26 May 2019 specifically in Italy, Greece, Germany and France. It is difficult to estimate how many Twitter users are actually bots (Echeverría, 2017). Detection for fake accounts is becoming even more complicated as AI bots are made more advanced. A political bot can be programmed to post comments on a Twitter account for a political candidate, target journalists with manipulated content or engage with politicians and artificially increase their impact and popularity. We analyze variables related to 1) the scope of activity of automated bots accounts and 2) degree of coherence and 3) degree of interaction taking into account different factors, such as the type of content of Twitter messages and their intentions, as well as the spreading to the general public. For this purpose, we collected large volumes of Twitter accounts of party leaders and MEP candidates between 10th of May and 26th of July based on content analysis of tweets based on hashtags while using an innovative network analysis tool known as MediaWatch.io (https://mediawatch.io/). According to our findings, one of the highest percentage (64.6%) of automated “bot” accounts during 2019 European election campaigns was in Greece. In general terms, political bots aim to proliferation of misinformation on social media. Targeting voters is a way that it can be achieved contribute to social media manipulation. We found that political parties and individual politicians create and promote purposeful content on Twitter using algorithmic tools. Based on this analysis, online political advertising play an important role to the process of spreading misinformation during elections campaigns. Overall, inauthentic accounts and social media algorithms are being used to manipulate political behavior and public opinion.Keywords: artificial intelligence tools, human-bot interactions, political manipulation, social networking, troll factories
Procedia PDF Downloads 13421053 Carlos Guillermo 'Cubena' Wilson's Literary Texts as Platforms for Social Commentary and Critique of Panamanian Society
Authors: Laverne Seales
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When most people think of Panama, they immediately think of the Canal; however, the construction and the people who made it possible are often omitted and seldom acknowledged. The reality is that the construction of this waterway was achieved through forced migration and discriminatory practices toward people of African descent, specifically black people from the Caribbean. From the colonial period to the opening and subsequent operation of the Panama Canal by the United States, this paper goes through the rich layers of Panamanian history to examine the life of Afro-Caribbeans and their descendants in Panama. It also considers the role of the United States in Panama; it explores how the United States in Panama forged a racially complex country that made the integration of Afro-Caribbeans and their descendants difficult. After laying a historical foundation, the exploration of Afro-Caribbean people and Panamanians of Afro-Caribbean descent are analyzed through Afro-Panamanian writer Carlos Guillermo ‘Cubena’ Wilson's novels, short stories, and poetry. This study focuses on how Cubena addresses racism, discrimination, inequality, and social justice issues towards Afro-Caribbeans and their descendants who traveled to Panama to construct the Canal. Content analysis methodology can yield several significant contributions, and analyzing Carlos Guillermo Wilson's literature under this framework allows us to consider social commentary and critique of Panamanian society. It identifies the social issues and concerns of Afro-Caribbeans and people of Afro-Caribbean descent, such as inequality, corruption, racism, political oppression, and cultural identity. Analysis methodology allows us to explore how Cubena's literature engages with questions of cultural identity and belonging in Panamanian society. By examining themes related to race, ethnicity, language, and heritage, this research uncovers the complexities of Panamanian cultural identity, allowing us to interrogate power dynamics and social hierarchies in Panamanian society. Analyzing the portrayal of different social groups, institutions, and power structures helps uncover how power is wielded, contested, and resisted; Cubena's fictional world allows us to see how it functions in Panama. Content analysis methodology also provides for critiquing political systems and governance in Panama. By examining the representation and presentation of political figures, institutions, and events in Cubena's literature, we uncover his commentary on corruption, authoritarianism, governance, and the role of the United States in Panama. Content analysis highlights how Wilson's literature amplifies the voices and experiences of marginalized individuals and communities in Panamanian society. By centering the narratives of Afro-Panamanians and other marginalized groups, this researcher uncovers Cubena's commitment to social justice and inclusion in his writing and helps the reader engage with historical narratives and collective memory in Panama. Overall, analyzing Carlos Guillermo ‘Cubena’ Wilson's literature as a platform for social commentary and critique of Panamanian society using content analysis methodology provides valuable insights into the cultural, social, and political dimensions of Afro-Panamanians during and after the construction of the Panama Canal.Keywords: Afro-Caribbean, Panama Canal, race, Afro-Panamanian, identity, history
Procedia PDF Downloads 3721052 Exploring the Role of Humorous Dialogues in Advertisements of Pakistani Network Companies: Analysis of Discourses through Multi-Modal Critical Approach
Authors: Jane E. Alam Solangi
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The contribution of the study is to explore the important part of humorous dialogues in cellular network advertisements. This promotes the message of valuable construction and promotion of network companies in Pakistan that employ different and broad techniques to give promotion to selling products. It merely instigates the consumers to buy it. The results of the study after analysis of its collected data gives a vision that advertisers of network advertisements use humorous dialogues as a significant device to the greater level. The source of entertainment in the advertisement is accompanied by the texts and humorous discourses to influence buying decisions of the consumers. Therefore, it tends to neutralize personal and social based values. The earlier contribution of scholars presented that the technical employment of humorous devices leads to the successful market of the relevant products. In order to analyze the humorous discourse devices, the approach of multi-modality of Fairclough (1989) is used. It is accompanied by the framework of Kress and van Leeuwen’s (1996). It analyzes the visual graph of the grammar. The overall findings in the study verified the role of humorous devices in the captivation of consumers’ decision to buy the product that interests them. Therefore, the role of humor acts as a breaker of the monotonous rhythm of advertisements.Keywords: advertisements, devices, humorous, multi-modality, networks, Pakistan
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