Search results for: shear link

Authors: Siamak Epackachi, Andrew S. Whittaker, Amit H. Varma

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There are a large number of methods to connect SC walls to RC foundations. An experimental study of the cyclic nonlinear behavior of SC walls in the NEES laboratory at the University at Buffalo used a connection detail involving the post-tensioning of a steel baseplate to the SC wall to a RC foundation. This type of connection introduces flexibility that influenced substantially the global response of the SC walls. The assumption of a rigid base, which would be commonly made by practitioners, would lead to a substantial overestimation of initial stiffness. This paper presents an analytical approach to characterize the rotational flexibility and to predict the initial stiffness of flexure-critical SC wall piers with baseplate connection. The good agreement between the analytical and test results confirmed the utility of the proposed method for calculating the initial stiffness of an SC wall with baseplate connection.

Keywords: steel-plate composite shear wall, flexure-critical wall, cyclic loading, analytical model

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Authors: J. M. Lee, W. R. Noh, C. Y. Kim, M. G. Lee

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Delamination of oxide scale has been often discovered at the interface between Fe carbon steel and oxide scale. Among several mechanisms of this delamination behavior, the normal tensile stress to the substrate-scale interface has been described as one of the main factors. The stress distribution at the interface is also known to be affected by thermal expansion mismatch between substrate and oxide scale, creep behavior during cooling and the geometry of the interface. In this study, stress states near the interface in a Fe carbon steel with oxide scale have been investigated using FE simulations. The thermal and mechanical properties of oxide scales are indicated in literature and Fe carbon steel is measured using tensile testing machine. In particular, the normal and shear stress components developed at the interface during bending are investigated. Preliminary numerical sensitivity analyses are provided to explain the effects of the interface geometry and oxide thickness on the delamination behavior.

Keywords: oxide scale, delamination, Fe analysis, roughness, thickness, stress state

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Authors: Anna Strąkowska, Marian Zaborski

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The studies were focused on POSS application with methylvinylsilicone rubber (MVQ). The obtained results indicate that they can be successfully incorporated into silica-filled rubbers as modifying agents since they enhance cross-link density and improve most properties of the resulting network. It is also worth noting that the incorporation of POSS molecules resulted in stabilizing effect against adverse changes induced by the climatic, ozone or UV ageing of the rubbers. Furthermore, we obtained interesting results of rubbers surface modification using POSS functionalised with halogen groups (Cl, F, and Br). As the results, surface energy of the elastomeric composites and their hydrophobicity increased, barrier properties improved and thermal stability increased as well. Additionally, the studies with silicone rubber and POSS containing acidic and alkaline groups revealed composites with self-healing properties. The observed effects strictly depend on a kind and quantity of functional groups present in angles of POSS cages.

Keywords: elastomeric composites, POSS, properties modyfication, silicone rubber

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Authors: Tracy B.E. Omorogiuwa

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Understanding the role of social work in improving societal well-being cannot be separated from the place of field education, which is an integral aspect of social work education. Field learning provides students with knowledge and opportunities to experience solving issues in the field and giving them a clue of the practice situation. Despite being a crucial component in social work curriculum, field education occupies a large space in learning outcome, given the issues and challenges pertaining to its purpose and significance in the society. The drive of this paper is to provide insight on the specific ways in which field education has been conceived, realized and valued in the society. Emphasis is on the significance of field instruction; the link with classroom learning; and the structure of field experience in social work education. Given documented analysis and experience, this study intends to contribute to the development of social work curriculum, by analyzing the pattern, issues and challenges fronting the social work field education in the University of Benin, Nigeria.

Keywords: challenges, curriculum, field education, social work education

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Authors: Yifang Gong

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Pulse diagnosis is one of the most important diagnosis methods in traditional Chinese medicine. It is also the trickiest method to learn. It is known as that it can only to be sensed not explained. This becomes a serious threat to the survival of this diagnostic method. However, there are a large amount of experiences accumulated during the several thousand years of practice of Chinese doctors. A pulse pattern called 'Slippery pulse' is one of the indications of pregnancy. A simple fluid dynamic model is proposed to simulate the effects of the existence of a placenta. The placenta is modeled as an extra plenum in an extremely simplified fluid network model. It is found that because of the existence of the extra plenum, indeed the pulse pattern shows a secondary peak in one pulse period. As for the author’s knowledge, this work is the first time to show the link between Pulse diagnoses and basic physical principle. Key parameters which might affect the pattern are also investigated.

Keywords: Chinese medicine, flow network, pregnancy, pulse

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Authors: Mohamed Fredj, Abdallah Hafsaoui, Radouane Nakache

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The study of the stability of the mining works in rock masses fractured is the major concern of the operating engineer. For geotechnical works in mines and quarries, it there is not today's general methodology for analysis and the quantification of the risks relating to the dangers inherent in these concrete types (falling boulders, landslides, etc.). The reasons for this are uncertainty, which weighs on available data or lack of knowledge of the values of the parameters required for this analysis type. Stability calculations must be based on reliable knowledge of the distribution of discontinuities that dissect the Rocky massif and the resistance to shear of the intact rock and discontinuities. This study is aimed to study the stability of slope of mine (Kef Sennoun - Tebessa, Algeria). The problem is analyzed using a numerical model based on the finite elements (software Plaxis 3D).

Keywords: stability, discontinuities, finite elements, rock mass, open-pit mine

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Authors: Tamilmani Thiruvengadam, Ramasthanan Arulampalam

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This project comprises laying approximately 1.8km of 400mm, 1200mm and 2400mm diameter sewer pipes using pipe jacking machines along Mugliston Park, Buangkok Drive, and Buangkok Link. The works include an estimated 14 circular shafts with depth ranging from 10.0 meters to 29.0 meters. Cast in-situ circular shaft will be used for the temporary shaft excavation. The geology is predominantly Backfill and old alluvium with weak material encountered in between. Where there is a very soft clay, F1 material or weak soil is expected, ground improvement will be carried out outside of the shaft followed by cast in-situ concrete ring wall within the improved soil zone. This paper presents the design methodology, analysis and results of temporary shafts for micro TBM launching and constructing permanent manholes. There is also a comparison of instrumentation readings with the analysis predicted values.

Keywords: circular shaft, ground improvement, old alluvium, temporary shaft

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Authors: Santiago Macho, Miquel Montaner, Raivo Ruusalepp, Ferran Candela, Xavier Tarres, Rando Rostok

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During our lives, we generate a lot of personal information such as photos, music, text documents and videos that link us with our past. This data that used to be tangible is now digital information stored in our computers, which implies a software dependence to make them accessible in the future. Technology, however, constantly evolves and goes through regular shifts, quickly rendering various file formats obsolete. The need for accessing data in the future affects not only personal users but also organizations. In a digital environment, a reliable preservation plan and the ability to adapt to fast changing technology are essential for maintaining data collections in the long term. We present in this paper the European FP7 project called DURAFILE that provides the technology to preserve media files for personal users and organizations while maintaining their quality.

Keywords: artificial intelligence, digital preservation, social search, digital preservation plans

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Authors: Mok-Tan Ahn, Joon-Hong Park, Yeon-Jong Jeong

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Diffusion bonding has been continuously studied. Temperature and pressure are the most important factors to increase the strength between diffusion bonded interfaces. Diffusion bonding is an important factor affecting the bonding strength of the lined pipe. The increase of the diffusion bonding force results in a high formability clad pipe. However, in the case of drawing, it is difficult to obtain a high pressure between materials due to a relatively small reduction in cross-section, and it is difficult to prevent elongation or to tear of material in heat drawing even if the reduction in section is increased. In this paper, to increase the diffusion bonding force, we derive optimal temperature and pressure to suppress material stretching and realize precise thickness precision.

Keywords: drawing speed, FEM (Finite Element Method), diffusion bonding, temperature, heat drawing, lined pipe

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Authors: S. C. Kattimani

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This article deals with the analysis of active constrained layer damping (ACLD) of smart multiferroic or magneto-electro-elastic doubly curved shells. The kinematics of deformations of the multiferroic doubly curved shell is described by a layer-wise shear deformation theory. A three-dimensional finite element model of multiferroic shells has been developed taking into account the electro-elastic and magneto-elastic couplings. A simple velocity feedback control law is employed to incorporate the active damping. Influence of layer stacking sequence and boundary conditions on the response of the multiferroic doubly curved shell has been studied. In addition, for the different orientation of the fibers of the constraining layer, the performance of the ACLD treatment has been studied.

Keywords: active constrained layer damping (ACLD), doubly curved shells, magneto-electro-elastic, multiferroic composite, smart structures

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Authors: Mustapha Kamel Mihoubi, Hocine Dahmani

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Over recent years much progress has been achieved in the fields of numerical modeling shoreline processes: waves, currents, waves and current. However, there are still some problems in the existing models to link the on the first, the hydrodynamics of waves and currents and secondly, the sediment transport processes and due to the variability in time, space and interaction and the simultaneous action of wave-current near the shore. This paper is the establishment of a numerical modeling to forecast the sediment transport from development scenarios of harbor structure. It is established on the basis of a numerical simulation of a water-sediment model via a 2D model using a set of codes calculation MIKE 21-DHI software. This is to examine the effect of the sediment transport drivers following the dominant incident wave in the direction to pass input harbor work under different variants planning studies to find the technical and economic limitations to the sediment transport and protection of the harbor structure optimum solution.

Keywords: swell, current, radiation, stress, mesh, mike21, sediment

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Authors: Kunihiro Kamataki

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In this study, active learning based on simple science experiments was developed in a university class of the freshman, in order to improve their scientific literacy. Through the active learning based on simple experiments of generation of cloud in a plastic bottle, students increased the interest in the global atmospheric problem and were able to discuss and find solutions about this problem positively from various viewpoints of the science technology, the politics, the economy, the diplomacy and the relations among nations. The results of their questionnaires and free descriptions of this class indicate that they improve the scientific literacy and motivations of other classroom lectures to acquire knowledge. It is thus suggested that the science experiment is strong tool to improve their intellectual curiosity rapidly and the connections that link the impression of science experiment and their interest of the social problem is very important to enhance their learning effect in this education.

Keywords: active learning, scientific literacy, simple scientific experiment, university education

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Authors: Dhahri Maher, Aouinet Hana

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The presence of bubbles in the boundary layer introduces corrections into the log law, which must be taken into account. In this work, a logarithmic wall law was presented for bubbly two phase flows. The wall law presented in this work was based on the postulation of additional turbulent viscosity associated with bubble wakes in the boundary layer. The presented wall law contained empirical constant accounting both for shear induced turbulence interaction and for non-linearity of bubble. This constant was deduced from experimental data. The wall friction prediction achieved with the wall law was compared to the experimental data, in the case of a turbulent boundary layer developing on a vertical flat plate in the presence of millimetric bubbles. A very good agreement between experimental and numerical wall friction prediction was verified. The agreement was especially noticeable for the low void fraction when bubble induced turbulence plays a significant role.

Keywords: bubbly flows, log law, boundary layer, CFD

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Authors: Hizb Ullah Sajid, Muhammad Ashraf, Naveed Ahmad Qaisar Ali, Sikandar Hayat Sajid

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This research study investigates experimentally the effects of flanges (transverse walls) on the lateral in-plane response of brick masonry walls. The experimental work included lateral in-plane quasi-static cyclic tests on full-scale walls (both with & without flanges). The flanges were introduced at both ends of the in-plane wall. In particular the damage mechanism, lateral in-plane stiffness & strength, deformability and energy dissipation of the two classes of walls are compared and the differences are quantified to help understand the effects of flanges on the in-plane response of masonry walls. The available analytical models for the in-plane shear strength & deformation evaluation of masonry walls are critically analyzed. Recommendations are made for the lateral in-plane capacity assessment of brick masonry walls including the contribution of transverse walls.

Keywords: brick masonry, damage mechanism, flanges effects, in-plane response

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Authors: Qing Lyu, Hang Zhu

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Various flows in the network require to go through different types of middlebox. The improper placement of network middlebox and path assignment for flows could greatly increase the network latency and also decrease the performance of network. Minimizing the total end to end latency of all the ows requires to assign path for the incoming flows. In this paper, the flow path assignment problem in regard to the placement of various kinds of middlebox is studied. The flow path assignment problem is formulated to a linear programming problem, which is very time consuming. On the other hand, a naive greedy algorithm is studied. Which is very fast but causes much more latency than the linear programming algorithm. At last, the paper presents a heuristic algorithm named FPA, which takes bottleneck link information and estimated bandwidth occupancy into consideration, and achieves near optimal latency in much less time. Evaluation results validate the effectiveness of the proposed algorithm.

Keywords: flow path, latency, middlebox, network

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Authors: Carlos Oliveira Santiago Filho, Ciro Egoavil, Eduardo Oliveira, Jéferson Galdino, Moises Galileu, Tiago Oliveira Correa

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Transfer of Electrical Energy through resonant inductive magnetic coupling is demonstrated experimentally in a system containing coil primary for transmission and secondary reception. The topology used in the prototype of the Class-E amplifier, has been identified as optimal for power transfer applications. Characteristic of the inductor and the load are defined by the requirements of the resonant inductive system. The frequency limitation the of circuit restricts unloaded “Q-Factor”, quality factor of the coils and thus the link efficiency. With a suitable circuit, copper coil unloaded Q-Factors of over 1,000 can be achieved in the low Mhz region, enabling a cost-effective high Q coil assembly. The circuit is capable system capable of transmitting energy with direct current to load efficiency above 60% at 2 Mhz.

Keywords: magnetic induction, transfer of electrical energy, magnetic coupling, Q-Factor

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Authors: Ehsan Gholami, Vincent Demers

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Low-pressure powder injection molding is an emerging technology for cost-effectively producing complex shape metallic parts with the proper dimensional tolerances, either in high or in low production volumes. In this study, the molding properties of cobalt-chrome-based feedstocks were evaluated for use in a low-pressure powder injection molding process. The rheological properties of feedstock formulations were obtained by mixing metallic powder with a proprietary wax-based binder system. Rheological parameters such as reference viscosity, shear rate sensitivity index, and activation energy for viscous flow, were extracted from the viscosity profiles and introduced into the Weir model to calculate the moldability index. Feedstocks were experimentally injected into a spiral mold cavity to validate the injection performance calculated with the model.

Keywords: binder, feedstock, moldability, powder injection molding, viscosity

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Authors: Olga A. Gnatyuk

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The article is devoted to the phenomenon of interference that occurs in the case of the Russian-Spanish language contact. The questions of the definition of the term and levels, as well as prerequisites of interference occurrence, are considered. Interference, which is an essential part of bilingualism, may become apparent at different linguistic levels. Interference is especially evident in oral speech. The article reviews some examples of grammatical interference in Russian-Spanish bilingualism of Russian immigrants living in Spain. According to the results of the research, some cases of mother-tongue interference in Russian-Speaking Spanish language learners’ speech were revealed. Special attention is paid to such key spheres of grammatical interference as articles, personal pronouns, gender, and number of nouns. In the research, the drop of a link-verb, as well as its usage in some incorrect form, are observed in Russian immigrants’ speech. Conclusions are drawn that in the Spanish language, interference errors appear because of a consequence of both the absence in the Russian language of certain phenomena and categories of the Spanish language and the discrepancy of the linguistic systems of the two languages.

Keywords: bilingualism, interference, grammatical interference, Russian language, Spanish language

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Authors: Walid Moudani, Ahmad Shahin

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This research presents a study to handle the recruitment services system. It aims to enhance a business intelligence system by embedding data mining in its core engine and to facilitate the link between job searchers and recruiters companies. The purpose of this study is to present an intelligent management system for supporting recruitment services based on data mining methods. It consists to apply segmentation on the extracted job postings offered by the different recruiters. The details of the job postings are associated to a set of relevant features that are extracted from the web and which are based on critical criterion in order to define consistent clusters. Thereafter, we assign the job searchers to the best cluster while providing a ranking according to the job postings of the selected cluster. The performance of the proposed model used is analyzed, based on a real case study, with the clustered job postings dataset and classified job searchers dataset by using some metrics.

Keywords: job postings, job searchers, clustering, genetic algorithms, business intelligence

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Authors: Ehsan Sadie

Abstract:

Despite the experience of heavy losses and damages of recent earthquakes such as 8 km E of Pāhala, Hawaii, 11 km W of Salvaleón de Higüey, Dominican Republic and 49 km SSE of Punta Cana, Dominican Republic earthquakes, the possibility of large earthquakes in most populated areas of any country and the serious need for quality control in the design and implementation of buildings, not enough attention has been paid to the proper construction. Steel structures constitute a significant part of construction in any metropolitan area. This article gives a brief overview of the implementation status of these buildings in urban areas and considers the weaknesses of performance that typically occur due to negligence or insufficient mastery of the building supervisor in the principles of operation of earthquake-resistant buildings, and provide appropriate and possible solutions to improve the construction.

Keywords: bracing member, concentrated load, diaphragm system, earthquake engineering, load-bearing system, shear force, seismic retrofitting, steel building, strip foundation, supervising engineer, vulnerability of building

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Authors: Asror Nigmonov Asqar Ogli, Sitora Inoyatova Amonovna

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It has been a decade when the crowdfunding and P2P lending opportunities were created. Today, the market of these modern alternative investments is becoming increasingly complex to navigate. There are overwhelming amount of peer-to-peer lending platforms both in developed and emerging economies. This study looks into this market via the cross country empirical study. In this respect, it tests the effect of various macroeconomic factors on P2P loan lending. Based on the existing literature that largely lacks empirical investigations, it builds regression model that aims to explore the relationship between economy and P2P lending. Though the author found it extremely difficult to compare the findings with earlier studies, this paper had identified certain tendencies in the data and had certain policy implications. However, the paper could not find any significant effect of economic variables on P2P lending. The paper can be considered as a starting point in empirical investigation of P2P lending and highlights room further research based on limitations of the study.

Keywords: peer-to-peer lending, crowdfunding, marketplace lending, alternative finance, fintech

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Authors: L. Giraudet, O. Simonetti, G. de Tournadre, N. Dumelié, B. Clarenc, F. Reisdorffer

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In this paper we intend to give a comprehensive view of the saturation misbehavior of thin film transistors (TFTs) based on disordered semiconductors, such as most organic TFTs, and its link to the field activation of the mobility. Experimental evidence of the field activation of the mobility is given for disordered semiconductor based TFTs, when reducing the gate length. Saturation misbehavior is observed simultaneously. Advanced transport models have been implemented in a quasi-2D numerical TFT simulation software. From the numerical simulations it is clearly established that field activation of the mobility alone cannot explain the saturation misbehavior. Evidence is given that high longitudinal field gradient at the drain end of the channel is responsible for an excess charge accumulation, preventing saturation. The two combined effects allow reproducing the experimental output characteristics of short channel TFTs, with S-shaped characteristics and saturation failure.

Keywords: mobility field activation, numerical simulation, OTFT, saturation failure

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Authors: Rizkia Shafarini

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The film A Beautiful Mind explores hallucination in this study. A Beautiful Mind depicts the tale of John Nash, a university student who dislikes studying in class or prefers to study alone. Throughout his life, John Nash has hallucinated, or what is known as schizophrenia, as depicted in the film A Beautiful Mind. The goal of this study was to figure out what hallucinations were, what caused them, and how John Nash managed his hallucinations. In general, this study examines the link between language and mind, or the linguistic relationship portrayed in John Nash's character's speech, as evidenced by his conduct. This study takes a psycholinguistic approach to data analysis by employing qualitative methodologies. Data sources include talks and scenes from the film A Beautiful Mind. Hearing, seeing, and feeling are the scientific results of John Nash's hallucinations in the film A Beautiful Mind. Second, dreams, aspirations, and sickness are the sources of John Nash's hallucinations. Third, John Nash's method of managing hallucinations is to see a doctor without medical or distracting assistance.

Keywords: A Beautiful Mind, hallucination, psycholinguistic, John Nash

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Authors: Gholamreza Ghodrati Amiri, Mojtaba Jafarian Abyaneh, Ali Zare Hosseinzadeh

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This paper presents an effective model updating strategy for damage localization and quantification in frames by defining damage detection problem as an optimization issue. A generalized version of the Modal Residual Force (MRF) is employed for presenting a new damage-sensitive cost function. Then, Grey Wolf Optimization (GWO) algorithm is utilized for solving suggested inverse problem and the global extremums are reported as damage detection results. The applicability of the presented method is investigated by studying different damage patterns on the benchmark problem of the IASC-ASCE, as well as a planar shear frame structure. The obtained results emphasize good performance of the method not only in free-noise cases, but also when the input data are contaminated with different levels of noises.

Keywords: frame, grey wolf optimization algorithm, modal residual force, structural damage detection

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Authors: Tayeb Chihi, Messaoud Fatmi

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We present calculations of the structural, elastic and electronic properties of nonferrous Ti, Zr, and Hf pure metals in both parent and martensite phases in bcc and hcp structures respectively. They are based on the generalized gradient approximation (GGA) within the density functional theory (DFT). The shear modulus, Young's modulus and Poisson's ratio for Ti, Zr, and Hf metals have were calculated and compared with the corresponding experimental values. Using elastic constants obtained from calculations GGA, the bulk modulus along the crystallographic axes of single crystals was calculated. This is in good agreement with experiment for Ti and Zr, whereas the hcp structure for Hf is a prediction. At zero temperature and zero pressure, the bcc crystal structure is found to be mechanically unstable for Ti, Zr, and Hf. In our calculations the hcp structures is correctly found to be stable at the equilibrium volume. In the electronic density of states (DOS), the smaller n(EF) is, the more stable the compound is. Therefore, in agreement with the results obtained from the total energy minimum.

Keywords: Ti, Zr, Hf, pure metals, transformation, energy

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Authors: Zulfiqar Ali, Umar Saleem, Muhammad Junaid, Rizwan Tahir

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Gulzar Mahal is a heritage site located in the city of Bahawalpur, Pakistan. The site is under a process of degradation, as cracks are appearing on the walls, roofs, and floor around the building due to differential settlement. To preserve the integrity of the structure, a geotechnical distress evaluation was carried out to evaluate the causal factors and recommend remediation measures. The research involved the characterization of the problematic soil and analysis of the observed distress with respect to the geotechnical properties. Both conventional lab and field tests were used in conjunction with the unconventional techniques like; Electrical Resistivity Tomography (ERT) and FEA. The temporal, geophysical and geotechnical evaluations have concluded that the foundation soil over the past was subjected to variations in the land use, poor drainage patterns, overloading and fluctuations in groundwater table all contributing to the differential settlements manifesting in the form of the visible shear crack across the length and breadth of the building.

Keywords: differential settlement, distress evaluation, finite element analysis, Gulzar Mahal

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Authors: Emmanuel Ogundimu, Esther Akinlabi, Mutiu Erinosho

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The aim of this paper is to study the effect of welding current on the microstructure and the mechanical properties. Material characterizations were conducted on a 6 mm thick plates of type-304 austenite stainless steel, welded by TIG welding process at two different welding currents of 150 A (Sample F3) and 170 A (Sample F4). The tensile strength and the elongation obtained from sample F4 weld were approximately 584 MPa and 19.3 %; which were higher than sample F3 weld. The average microhardness value of sample F4 weld was found to be 235.7 HV, while that of sample F3 weld was 233.4 HV respectively. Homogenous distribution of iron (Fe), chromium (Cr) and nickel (Ni) were observed at the welded joint of the two samples. The energy dispersive spectroscopy (EDS) analysis revealed that Fe, Cr, and Ni made up the composition formed in the weld zone. The optimum welding current of 170 A for TIG welding of type-304 austenite stainless steel can be recommended for high-tech industrial applications.

Keywords: microhardness, microstructure, tensile, MIG welding, process, tensile, shear stress TIG welding, TIG-MIG welding

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Authors: Puneet Katyal, Punit Kumar

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A great deal of efforts has been done in the field of thermal effects in electrohydrodynamic lubrication (TEHL) during the last five decades. The focus was primarily on the development of an efficient numerical scheme to deal with the computational challenges involved in the solution of TEHL model; however, some important aspects related to the accurate description of lubricant properties such as viscosity, rheology and thermal conductivity in EHL point contact analysis remain largely neglected. A few studies available in this regard are based upon highly complex mathematical models difficult to formulate and execute. Using a simplified thermal EHL model for point contacts, this work sheds some light on the importance of accurate characterization of the lubricant properties and demonstrates that the computed TEHL characteristics are highly sensitive to lubricant properties. It also emphasizes the use of appropriate mathematical models with experimentally determined parameters to account for correct lubricant behaviour.

Keywords: TEHL, shear thinning, rheology, conductivity

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Authors: Paula Pita Galán

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In 1920 Georgiana Goddard King, an Art Historian and Professor at Bryn Mawr College (PA, USA) published The Way of Saint James (New York: P.G. Putnam’s Sons), one of the earliest modern guides of this pilgrimage route. In its three volumes the author described the towns and villages crossed by the Camino, talking about the history, traditions, monuments, and the people that she had met during her own pilgrimage between 1911 and 1914, travelling with funds of the Hispanic Society of New York. The cultural interest that motivated the journey explains how King intertwines in her narration history, anthropology, geography, art history and religion, giving as a result a book targeted to intellectuals, curious travelers and tourist rather than to pilgrims, in a moment in which the pilgrimage to Santiago had almost disappeared as a practice. The Way of Saint James is barely known nowadays so the aim of this research is disseminate it, focusing on the modernity of its approach and pointing at the link that it has with Georgiana King’s understanding of art as a product of the culture and civilization that produces it.

Keywords: Spanish cultural heritage, Georgiana Goddard king, pilgrimage, the way of Saint James

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Authors: Azaze-Azizi Abdul Adis, Hyung Jun Kim, Mohamad Rizwan Abdul Majid, Zaiton Osman, Izyanti Awang Razli

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The increase of online advertising, specifically advergame has become a popular method of strengthening consumer brand recognition by inserting attractive characters and enhancing entertainment value. There have been several remarkable studies on spokes-characters in advertising effectiveness. However, few studies have examined the link between character presence and consumers' brand recall and attitude in advergame. Moreover, how the entertainment value of an advergame influences brand recall and brand attitude and the mediating role of brand recall in influencing character presence and entertainment on brand attitude are still lacking in the advergaming literature. An online survey was conducted with 366 Malaysian gamers. Using structural equation modeling, the results showed that character presence had no influence but entertainment value had a positive influence on brand recall and brand attitude. This study confirmed the role of brand recall as a mediator of the effect of between entertainment and brand attitude in advergame.

Keywords: character presence, entertainment, brand recall, brand attitude, advergame

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