Search results for: social power

Authors: Brahim Berbaoui

Abstract:

In this paper, a new particle swarm optimization (PSO) based method is proposed for the implantation of optimal harmonic power flow in power systems. In this algorithm approach, proportional integral controller for reference compensating currents of active power filter is performed in order to minimize the total harmonic distortion (THD). The simulation results show that the new control method using PSO approach is not only easy to be implanted, but also very effective in reducing the unwanted harmonics and compensating reactive power. The studies carried out have been accomplished using the MATLAB Simulink Power System Toolbox.

Keywords: shunt active power filter, power quality, current control, proportional integral controller, particle swarm optimization

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Authors: Arvind Dhingra, Ashwani Kumar Sharma

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Power quality is an important parameter for today’s consumers. Various custom power devices are in use to give a proper supply of power quality. Dynamic Voltage Restorer is one such custom power device. DVR is a static VAR device which is used for series compensation. It is a power electronic device that is used to inject a voltage in series and in synchronism to compensate for the sag in voltage. Inductive Loads are a major source of power quality distortion. The induction furnace is one such typical load. A typical induction furnace is used for melting the scrap or iron. At the time of starting the melting process, the power quality is distorted to a large extent especially with the induction of harmonics. DVR is one such approach to mitigate these harmonics. This paper is an attempt to overview the various control strategies being followed for control of power quality by using DVR. An overview of control of harmonics using DVR is also presented.

Keywords: DVR, power quality, harmonics, harmonic mitigation

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Authors: Oluwatosin S. Adeoye

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The power quality issues in the world today are critical to the development of different nations. Prosperity of each nation depends on availability of constant power supply. Constant power supply is a major challenge in Africa particularly in Nigeria where the generated power is than thirty percent of the required power. The metrics of power quality are voltage dip, flickers, spikes, harmonics and interruptions. The level of interruptions in Ekiti State was examined through the investigation of the causes of power interruptions in the State. The method used was the collection of data from the Distribution Company, assessment through simple programming as a command for plotting the graphs through the use of MATLAB 2015 depicting the behavioural pattern of the interruption for a period of six months in 2016. The result shows that the interrelationship between the interruptions and development. Recommendations were suggested with the objective of solving the problems being set up by interruptions in the State and these include installation of reactors, automatic voltage regulators and effective tap changing system on the lines, busses and transformer substation respectively.

Keywords: development, frequency, interruption, power, quality

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Authors: F. Ahwide, Y. Aldali

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This article presents a current and future energy situation in Libya. The electric power efficiency and operating hours in power plants are evaluated from 2005 to 2010. Carbon dioxide emissions in most of power plants are estimated. In 2005, the efficiency of steam power plants achieved a range of 20% to 28%. While, the gas turbine power plants efficiency ranged between 9% and 25%, this can be considered as low efficiency. However, the efficiency improvement has clearly observed in some power plants from 2008 to 2010, especially in the power plant of North Benghazi and west Tripoli. In fact, these power plants have modified to combine cycle. The efficiency of North Benghazi power plant has increased from 25% to 46.6%, while in Tripoli it is increased from 22% to 34%. On the other hand, the efficiency improvement is not observed in the gas turbine power plants. When compared to the quantity of fuel used, the carbon dioxide emissions resulting from electricity generation plants were very high. Finally, an estimation of the energy demand has been done to the maximum load and the annual load factor (i.e., the ratio between the output power and installed power).

Keywords: power plant, efficiency improvement, carbon dioxide emissions, energy situation in Libya

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Authors: M. N. Tandjaoui, C. Banoudjafar, C. Benachaiba, O. Abdelkhalek, A. Kechich

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Advanced power electronic systems are deemed to be an integral part of renewable, green, and efficient energy systems. Wind energy is one of the renewable means of electricity generation that is now the world’s fastest growing energy source can bring new challenges when it is connected to the power grid due to the fluctuation nature of the wind and the comparatively new types of its generators. The wind energy is part of the worldwide discussion on the future of energy generation and use and consequent effects on the environment. However, this paper will introduce some of the requirements and aspects of the power electronic involved with modern wind generation systems, including modern power electronics and converters, and the issues of integrating wind turbines into power systems.

Keywords: power electronics, renewable energy, smart grid, green energy, power technology

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Authors: Nengi A. H. Ejiobih

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Conflict is one of the defining features of human societies. Often, the use or misuse of language in interaction is the genesis of conflict. As such, it is expected that when people use language they do so in socially determined ways and with almost predictable social effects. The objective of this paper was to examine the interest at work as manifested in language choice and collocations in conflict discourse. It also scrutinized the implications of linguistic features in conflict discourse as it concerns ideology and power relations in political discourse in Nigeria. The methodology used for this paper is an approach from Critical discourse analysis because of its multidisciplinary model of analysis, linguistic features and its implications were analysed. The datum used is a text from the Sunday Sun Newspaper in Nigeria, West Africa titled Akunyili Memo: State of the Nation. Some of the findings include; different ideologies are inherent in conflict discourse, there is the presence of power relations being produced, exercised, maintained and produced throughout the discourse and the use of pronouns in conflict discourse is valuable because it is used to initiate and maintain relationships in social context. This paper has provided evidence that, taking into consideration the nature of the social actions and the way these activities are translated into languages, the meanings people convey by their words are identified by their immediate social, political and historical conditions.

Keywords: conflicts, discourse, language, linguistic features, social context

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Authors: Alireza Zabihi, Saeed Peyghami, Hossein Mokhtari

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With the increasing deployment of renewable power plants, such as solar and wind, it is crucial to measure the harmonic situation of the grid. This paper proposes a global voltage harmonic index to measure the harmonic situation of the power grid with a focus on power transformers. The power electronics systems used to connect these plants to the network can introduce harmonics, leading to increased losses, reduced efficiency, false operation of protective relays, and equipment damage due to harmonic intensifications. The proposed index considers the losses caused by harmonics in power transformers which are of great importance and value to the network, providing a comprehensive measure of the harmonic situation of the grid. The effectiveness of the proposed index is evaluated on a real-world distribution network, and the results demonstrate its ability to identify the harmonic situation of the network, particularly in relation to power transformers. The proposed index provides a comprehensive measure of the harmonic situation of the grid, taking into account the losses caused by harmonics in power transformers. The proposed index has the potential to support power companies in optimizing their power systems and to guide researchers in developing effective mitigation strategies for harmonics in the power grid.

Keywords: global voltage harmonic index, harmonics, power grid, power quality, power transformers, renewable energy

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Authors: Kang Hyun Yi

Abstract:

Wireless power transfer technologies are inductive coupling, magnetic resonance, and capacitive coupling methods, typically. Among them, the capacitive coupling wireless power transfer, also named Capacitive Coupling Wireless Power Transfer (CCWPT), has been researched to overcome the drawbacks of other approaches. The CCWPT has many advantages such as a simple structure, low standing power loss, reduced Electromagnetic Interference (EMI) and the ability to transfer power through metal barriers. In this paper, the CCWPT system with 6.78MHz class D inverter is proposed and analyzed. The proposed system is consisted of the 6.78MHz class D inverter with the LC low pass filter, the capacitor between a transmitter and a receiver and impedance transformers. The system is verified with a prototype for charging mobile devices.

Keywords: wireless power transfer, capacitive coupling power transfer, class D inverter, 6.78MHz

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Authors: Ferydon Salehifar, Hassan Safarikia, Hossein Boromandfar

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Karkheh plant in Iran's Khuzestan province and is located in the city Andimeshk. The plant has a production capacity of 400 MW units with water and three hours. One of the important parameters of each country's power grid stability is the stability of the power grid is affected by the voltage and frequency In plants, the amount of active power frequency control is done so that when the unit is placed in the frequency control their productivity is a function of frequency and output power varies with frequency. Produced by hydroelectric power plants with the water level behind the dam has a direct relationship And to decrease and increase the water level behind the dam in order to reduce the power output increases But these changes have a different interval is due to some mechanical problems such as turbine cavitation and vibration are limited. In this study, the range of the frequency control can be Karkheh manufacturing plants have been identified and their effectiveness has been determined.

Keywords: Karkheh power, frequency control system, active power, efficiency

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Authors: Ruilin Zhu, Katarzyna Olcoń, Rose M. Pulliam, Dorie J. Gilbert

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Cultural humility is increasingly important in social work literature, given its emphasis on mitigating power imbalances in helping relationships, particularly across cultural differences. Consequently, there is a need to understand whether and how cultural humility can be taught in social work education. Relying on ethnographic observations and reflective journals from a cultural immersion program, this study identified the learning process required to develop cultural humility: confusion and discomfort, re-moulding, and humility in action.

Keywords: social work education, cultural humility, transformative learning theory, study abroad, ethnographic observations

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Authors: Jie Yang, Qifu Cheng, Yafang Liu, Zhijie Gu

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Controlled emissions of effluent from nuclear power plants are an important means of ensuring environmental safety. In order to fully grasp the actual discharge level of nuclear power plant in China's nuclear power plant in the pressurized water reactor and heavy water reactor, it will use the global average nuclear power plant effluent discharge as a reference to the standard analysis of China's nuclear power plant environmental discharge status. The results show that the average normalized emission of liquid tritium in PWR nuclear power plants in China is slightly higher than the global average value, and the other nuclides emissions are lower than the global average values.

Keywords: radioactive effluent, HWR, PWR, nuclear power plant

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Authors: A. Sardi, J. Zbitou, A. Errkik, L. El Abdellaoui, A. Tajmouati, M. Latrach

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This paper presents analysis and design of a wideband Wilkinson power divider for wireless applications. The design is accomplished by transforming the lengths and impedances of the quarter wavelength sections of the conventional Wilkinson power divider into U-shaped sections. The designed power divider is simulated by using ADS Agilent technologies and CST microwave studio software. It is shown that the proposed power divider has simple topology and good performances in terms of insertion loss, port matching and isolation at all operating frequencies (1.8 GHz, 2.45 GHz and 3.55 GHz).

Keywords: ADS agilent technologies, CST microwave studio, microstrip, wideband, wilkinson power divider

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Authors: Zongjie Wang, Zhizhong Guo

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While the regular optimal power flow model focuses on a single time scan, the optimization of power systems is typically intended for a time duration with respect to a desired objective function. In this paper, a temporal optimal power flow model for a time period is proposed. To reduce the computation burden needed for calculating temporal optimal power flow, a characteristic optimal power flow model is proposed, which employs different characteristic load patterns to represent the objective function and security constraints. A numerical method based on the interior point method is also proposed for solving the characteristic optimal power flow model. Both the temporal optimal power flow model and characteristic optimal power flow model can improve the systems’ desired objective function for the entire time period. Numerical studies are conducted on the IEEE 14 and 118-bus test systems to demonstrate the effectiveness of the proposed characteristic optimal power flow model.

Keywords: optimal power flow, time period, security, economy

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Authors: O. Abdelkhalek, A. Naimi, M. Rami, M. N. Tandjaoui, A. Kechich

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This paper deals with the active and reactive power flow analysis inside the unified power quality conditioner (UPQC) during several cases. The UPQC is a combination of shunt and series active power filter (APF). It is one of the best solutions towards the mitigation of voltage sags and swells problems on distribution network. This analysis can provide the helpful information to well understanding the interaction between the series filter, the shunt filter, the DC bus link and electrical network. The mathematical analysis is based on active and reactive power flow through the shunt and series active power filter. Wherein series APF can absorb or deliver the active power to mitigate a swell or sage voltage where in the both cases it absorbs a small reactive power quantity whereas the shunt active power absorbs or releases the active power for stabilizing the storage capacitor’s voltage as well as the power factor correction. The voltage sag and voltage swell are usually interpreted through the DC bus voltage curves. These two phenomena are introduced in this paper with a new interpretation based on the active and reactive power flow analysis inside the UPQC. For simplifying this study, a linear load is supposed in this digital simulation. The simulation results are carried out to confirm the analysis done.

Keywords: UPQC, Power flow analysis, shunt filter, series filter.

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Authors: Düzgün Akmaz, Hüseyin Erişti

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In the last few years, harmonics have been occurred with the increasing use of nonlinear loads, and these harmonics have been an ever increasing problem for the line systems. This situation importantly affects the quality of power and gives large losses to the network. An efficient way to solve these problems is providing harmonic compensation through parallel active power filters. Many methods can be used in the control systems of the parallel active power filters which provide the compensation. These methods efficiently affect the performance of the active power filters. For this reason, the chosen control method is significant. In this study, Fourier analysis (FA) control method and synchronous reference frame (SRF) control method are discussed. These control methods are designed for both eliminate harmonics and perform reactive power compensation in MATLAB/Simulink pack program and are tested. The results have been compared for each two methods.

Keywords: parallel active power filters, harmonic compensation, power quality, harmonics

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Authors: A. R. Alesaadi

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Flexible AC transmission system (FACTS) devices have an important rule on expended electrical transmission networks. These devices can provide control of one or more AC transmission system parameters to enhance controllability and increase power transfer capability. In this paper the effect of these devices on reliability of electrical networks is studied and it is shown that using of FACTS devices can improve the reliability of power networks and power quality in electrical networks, significantly.

Keywords: FACTS devices, power networks, power quality, STATCOM

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Authors: Theresa Chinyere ONU

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This paper examines the effect of social terrorism on education in Nigeria. The article looked into some prevailing conditions of international political unrest and insecurity. The fear and risk of these conditions to national security and the struggle for power establishment which has further intensified and taken the shape of terrorism has imposed devastating effects on the growth and prosperity of Nigeria; as traffic patterns get disturbed, hospitals and schools get dysfunctional. This has also affected the educational standard in Nigeria as parents are no longer comfortable in sending their children to schools in some states for the fear of terrorist attacks. The study emphasized the integrated the effort of the government management institutions.

Keywords: education, social terrorism, women, Nigeria

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Authors: Zainab Almukhtar, Adel Merabet

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In this paper, a method for maximum power point tracking of a photovoltaic energy conversion system is presented. This method is based on using the difference between the power from the solar panel and an estimated power value to control the DC-DC converter of the photovoltaic system. The difference is continuously compared with a preset error permitted value. If the power difference is more than the error, the estimated power is multiplied by a factor and the operation is repeated until the difference is less or equal to the threshold error. The difference in power will be used to trigger a DC-DC boost converter in order to raise the voltage to where the maximum power point is achieved. The proposed method was experimentally verified through a PV energy conversion system driven by the OPAL-RT real time controller. The method was tested on varying radiation conditions and load requirements, and the Photovoltaic Panel was operated at its maximum power in different conditions of irradiation.

Keywords: control system, error, solar panel, MPPT tracking

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Authors: A. Anitha, M. Aishwariya

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The realization of truly ubiquitous wireless sensor networks (WSN) demands Ultra-low power wireless communication capability. Because the radio transceiver in a wireless sensor node consumes more power when compared to the computation part it is necessary to reduce the power consumption. Hence, a low power transceiver is designed and implemented in a 120 nm CMOS technology for wireless sensor nodes. The power consumption of the transceiver is reduced still by maintaining the sensitivity. The transceiver designed combines the blocks including differential oscillator, mixer, envelope detector, power amplifiers, and LNA. RF signal modulation and demodulation is carried by On-Off keying method at 2.4 GHz which is said as ISM band. The transmitter demonstrates an output power of 2.075 mW while consuming a supply voltage of range 1.2 V-5.0 V. Here the comparison of LNA and power amplifier is done to obtain an amplifier which produces a high gain of 1.608 dB at receiver which is suitable to produce a desired sensitivity. The multistage RF amplifier is used to improve the gain at the receiver side. The power dissipation of the circuit is in the range of 0.183-0.323 mW. The receiver achieves a sensitivity of about -95 dBm with data rate of 1 Mbps.

Keywords: CMOS, envelope detector, ISM band, LNA, low power electronics, PA, wireless transceiver

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Authors: Abdalla Mohamed Eblabla

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Due to the high increase and demand for a wide assortment of applications that require low-cost, high-efficiency, and compact systems, RF power amplifiers are considered the most critical design blocks and power consuming components in wireless communication, TV transmission, radar, and RF heating. Therefore, much research has been carried out in order to improve the performance of power amplifiers. Classes-A, B, C, D, E, and F are the main techniques for realizing power amplifiers. An implementation of high efficiency class-F power amplifier with Gallium Nitride (GaN) High Electron Mobility Transistor (HEMT) was realized in this paper. The simulation and optimization of the class-F power amplifier circuit model was undertaken using Agilent’s Advanced Design system (ADS). The circuit was designed using lumped elements.

Keywords: Power Amplifier (PA), gallium nitride (GaN), Agilent’s Advanced Design System (ADS), lumped elements

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Authors: Sasiphan Nitayaprapha

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A commercially-supported social network has become an emerging channel for an organization to communicate with and provide services to customers. The success of the commercially-supported social network depends on the ability of the organization to keep the customers in participating in the network. Drawing from the theories of information adoption, information systems continuance, and web usability, the author develops a model to explore how a commercially-supported social network can encourage customers to continue participating and using the information in the network. The theoretical model will be proved through an online survey of customers using the commercially-supported social networking sites of several high technology companies operating in the same sector. The result will be compared with previous studies to learn about the explanatory power of the research model, and to identify the main factors determining users’ intention to continue using a commercially-supported social network. Theoretical and practical implications, and limitations are discussed.

Keywords: social network, information adoption, information systems continuance, web usability, user satisfaction

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Authors: Patrick M. Stanton, William R. McCumber

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Using a large dataset of more than 2,400 individual microfinance institutions (MFIs) from 120 countries from 1999 to 2016, this study finds that nearly half of the international MFIs operate as for-profit institutions. Formal institutions (business regulatory environment, property rights, social protection, and a developed financial sector) impact the likelihood of MFIs being for-profit across countries. Cultural differences across countries (power distance, individualism, masculinity, and indulgence) seem to be a factor in the legal status of the MFI (non-profit or for-profit). MFIs in countries with stronger formal institutions, a greater degree of power distance, and a higher degree of collectivism experience better financial and social performance.

Keywords: Hofstede cultural dimensions, international finance, microfinance institutions, non-profite

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Authors: Ahmed Elsebaay, Maged A. Abu Adma, Mahmoud Ramadan

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This study presents a technique clarifying the effect of ambient air temperature and loads power factor changing from standard values on electric generator power rating. The study introduces an optimized technique for selecting the correct electric generator power rating for certain application and operating site ambient temperature. The de-rating factors due to the previous effects will be calculated to be applied on a generator to select its power rating accurately to avoid unsafe operation and save its lifetime. The information in this paper provides a simple, accurate, and general method for synchronous generator selection and eliminates common errors.

Keywords: ambient temperature, de-rating factor, electric generator, power factor

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Authors: Gan Lu, Xu Lei

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This is an era when urban village is disappearing in China. A series of social phenomenon presented in post-urban village era is forcing rethinking of the future of urban village. Existing monotonous urban renewal mode based on gentrification is questioned, and the social values of urban village has been gaining increasing attention while the daily life and spatial power of underclass is being focused on. Based on the consensus on the positive meaning of urban village phenomenon, social sectors have taken amount of improvement experiments to explore the possibility of modern transition of urban village on the premise of existence. These experiments revealed that urban tremendous changes impact a lot on social daily life, and pointed out that it is necessary to bring up the responsibility of architects and the definition of urban for discussion again.

Keywords: post-urban village era, gentrification, social value, daily life, improvement experiment.

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Authors: Pawitchaya Srijaiwong, Surin Khomfoi

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There are several solutions to supply electricity to an island in Thailand such as diesel generation, submarine power cable, and renewable energy power generation. However, each alternative has its own limitation like fuel and pollution of diesel generation, submarine power cable length resulting in loss of cable and cost of investment, and potential of renewable energy in the local area. This paper shows microgrid system which is a new alternative for power supply to an island. It integrates local power plant from renewable energy, energy storage system, and microgrid controller. The suitable renewable energy power generation on an island is selected from geographic location and potential evaluation. Thus, photovoltaic system and hydro power plant are taken into account. The capacity of energy storage system is also estimated by transient stability study in order to supply electricity demand sufficiently under normal condition. Microgrid controller plays an important role in conducting, communicating and operating for both sources and loads on an island so that its functions are discussed in this study. The conceptual design of microgrid operation is investigated in order to analyze the reliability and power quality. The result of this study shows that microgrid is able to operate in parallel with the main grid and in case of islanding. It is applicable for electricity supply to an island and a remote area. The advantages of operating microgrid on an island include the technical aspect like improving reliability and quality of power system and social aspects like outage cost saving and CO₂ reduction.

Keywords: energy storage, islanding, microgrid, renewable energy

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Authors: Mahmoud Huleihil

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In this study, the performance of a thermodynamic gas cycle of magnetohydrodynamic (MHD) power generation is considered and presented in terms of power efficiency curves. The dissipation mechanisms considered include: fluid friction modeled by means of the isentropic efficiency of the compressor, heat transfer leakage directly from the hot reservoir to the cold heat reservoir, and constant velocity of the MHD generator. The study demonstrates that power and efficiency vanish at the extremes of both slow and fast operating conditions. These points are demonstrated on power efficiency curves and the locus of efficiency at maximum power and the locus of maximum efficiency. Qualitatively, the considered loss mechanisms have a similar effect on the efficiency at maximum power operation and on maximum efficiency operation, thus these efficiencies are reduced, even for small values of the loss mechanisms.

Keywords: magnetohydrodynamic generator, electrical efficiency, maximum power, maximum efficiency, heat engine

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Authors: Samira Ali

Abstract:

Aim: The purpose of this study was to describe nurses’ potential use of power levels to influence the standardization of nursing terminology (SNT) in electronic health records. Also, to examine the relationship between nurses’ use of power levels and variables such as position, communication and the potential goal of achieving SNT in electronic health records. Background: In an era of evidence-based nursing care, with an emphasis on nursing’s ability to measure the care rendered and improve outcomes of care, little is known about the nurse’s potential use of their power to SNT in electronic health records and lack of use of an SNT in electronic health records. Method: This descriptive, correlational, and cross-sectional study was conducted using survey methodology to assess the nurse’s use of power to influence the SNT in electronic health records. The Theory of Group Power within Organizations (TGPO) provided the conceptual framework for this study. A total of (n=232) nurses responded to the survey, posted on three nursing organizations’ websites. Results revealed the mean Cronbach’s alpha of the subscales was .94, suggesting high internal consistency. The mean power capability score was moderately high, at 134.22 (SD = 18.49). Power Capacity was significantly correlated with Power Capability (r = .96, p < .001). Power Capacity subscales were significantly correlated with Power Capacity and Power Capability. Conclusion: The mean Cronbach’s alpha of the subscales was .94 suggestive of reliability of the instrument. Nurses could potentially use power to achieve their goals, such as the implementation of SNT in electronic health records.

Keywords: nurses, power, actualized power, nursing terminology, electronic health records

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Authors: Jandot Aurélia

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As the nuclear power is a sensitive field leading to controversy, the quality of the communication about it is important. Between 1965 and 1981, in France, this one had gradually changed. This change is studied here in the main French news magazine L’Express, in connection with several parameters. As this represents a huge number of copies and occurrences, thus a considerable amount of information; this paper is focused on the main articles as well as the main “mental images”. These ones are important, as their aim is to direct the thought of the readers, and as they have led the public awareness to evolve. Over this 17 years, two trends are in confrontation: The first one is promoting the perception of the nuclear power, while the second one is discrediting it. These trends are organized in two axes: the evolution of engineering, and the risks. In both cases, the changes in the language allow discerning the deepest intentions of the magazine editing, over a period when the nuclear technology, to there a laboratory object accompanied with mystery and secret, has become a social issue seemingly open to all.

Keywords: French news magazine, mental images, nuclear power, public awareness

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Authors: Yuzhi Ruan

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This paper investigates the dual functionality of gossip in shaping the action of the comic character, Mrs. Cyrus Packard, in the play “He Said, She Said” by the Chicago playwright Alice Gerstenberg. During the American Little Theater Movement in the early 20th century, when small experimental centers of drama were established, Alice Gerstenberg challenged gender inequality through the use of social satire in her play. Incorporating textual evidence from the play, this study demonstrates that Mrs. Packard is both empowered and disempowered by her gossiping habit in terms of her self-perception and her social relationships within the play. It argues for the dramatic and satirical representation of female identity through the pragmatics of discourse analysis. These perspectives are evident in combining linguistics and literature.

Keywords: discursive power, female identity, feminism in little theater movement, gossip

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Authors: Hüseyin Altubaş, Hasret Aktaş, A. Mücahid Zengin

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Children determine the direction of the power of consumption. They affect the decisions of their parents but they also reached to a significant purchasing power themselves. Children, who are turning interactive behavior to normal behavior are becoming the decision makers in a company’s survival. Companies that analyze this effective target audience can communicate successfully with children. Children, who are interactive individuals, are closer to advertising. They are almost talking better with advertising. They are not afraid to express their likings, as well as their dislikes. Children have an interactive lifestyle and they were exposed to the vast changes in technology after year 2000. They do not know a life without internet, they spend mobile life in internet. This Z generation is the new determinants of brands. Z generation finds it appropriate to be brand ambassadors and they completely changed traditional media and traditional consumer behavior. These children live social reality with virtual reality and they feed brands differently. Brands that interact with Z generation are affected by this feeding positively, while brands that keep interaction in traditional levels are affected negatively. In this research we examine the communication, advertising and brand behaviors of Z generation. We especially analyze this generation’s interaction with social media brands and their interactive attitudes.

Keywords: social media, Z generation, children, advertising, brand choice

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