Search results for: feature noise

Authors: Vahid Anari, Leila Shahmohammadi

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Diagnosing and interpreting manually from a large cohort dataset of immunohistochemically stained tissue of tumors using an optical microscope involves subjectivity and also is tedious for pathologist specialists. Moreover, digital pathology today represents more of an evolution than a revolution in pathology. In this paper, we develop and test an unsupervised algorithm that can automatically enhance the IHC image of a meningioma tumor and classify cells into positive (proliferative) and negative (normal) cells. A dataset including 150 images is used to test the scheme. In addition, a new adaptive color image enhancement method is proposed based on a vector directional filter (VDF) and statistical properties of filtering the window. Since the cells are distinguishable by the human eye, the accuracy and stability of the algorithm are quantitatively compared through application to a wide variety of real images.

Keywords: digital pathology, cell segmentation, immunohistochemically, noise reduction

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Authors: Wei Li, Tuo Yang

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In order to satisfy the real-time and accurate requirements of cigarette smoke detection in complex scenes, a cigarette smoke detection technology based on the combination of deep learning and color features was proposed. Firstly, based on the color features of cigarette smoke, the suspicious cigarette smoke area in the image is extracted. Secondly, combined with the efficiency of cigarette smoke detection and the problem of network overfitting, a network model for cigarette smoke detection was designed according to YOLOV3 algorithm to reduce the false detection rate. The experimental results show that the method is feasible and effective, and the accuracy of cigarette smoke detection is up to 99.13%, which satisfies the requirements of real-time cigarette smoke detection in complex scenes.

Keywords: deep learning, computer vision, cigarette smoke detection, YOLOV3, color feature extraction

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Authors: T. Sanches, K. Bousson

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As part of the development of a 4D autopilot system for unmanned aerial vehicles (UAVs), i.e. a time-dependent robust trajectory generation and control algorithm, this work addresses the problem of optimal path control based on the flight sensors data output that may be unreliable due to noise on data acquisition and/or transmission under certain circumstances. Although several filtering methods, such as the Kalman-Bucy filter or the Linear Quadratic Gaussian/Loop Transfer Recover Control (LQG/LTR), are available, the utter complexity of the control system, together with the robustness and reliability required of such a system on a UAV for airworthiness certifiable autonomous flight, required the development of a proper robust filter for a nonlinear system, as a way of further mitigate errors propagation to the control system and improve its ,performance. As such, a nonlinear algorithm based upon the LQG/LTR, is validated through computational simulation testing, is proposed on this paper.

Keywords: autonomous flight, LQG/LTR, nonlinear state estimator, robust flight control

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Authors: V. Sacca, A. Sarica, F. Novellino, S. Barone, T. Tallarico, E. Filippelli, A. Granata, P. Valentino, A. Quattrone

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In the last few years, resting-state functional MRI (rs-fMRI) was widely used to investigate the architecture of brain networks by investigating the Blood Oxygenation Level Dependent response. This technique represented an interesting, robust and reliable approach to compare pathologic and healthy subjects in order to investigate neurodegenerative diseases evolution. On the other hand, the elaboration of rs-fMRI data resulted to be very prone to noise due to confounding factors especially the head motion. Head motion has long been known to be a source of artefacts in task-based functional MRI studies, but it has become a particularly challenging problem in recent studies using rs-fMRI. The aim of this work was to evaluate in MS patients a well-known motion correction algorithm from the FMRIB's Software Library - MCFLIRT - that could be applied to minimize the head motion distortions, allowing to correctly interpret rs-fMRI results.

Keywords: head motion correction, MCFLIRT algorithm, multiple sclerosis, resting state fMRI

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Authors: Hyun-Woo Cho

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Automatic process monitoring schemes are designed to give early warnings for unusual process events or abnormalities as soon as possible. For this end, various techniques have been developed and utilized in various industrial processes. It includes multivariate statistical methods, representation skills in reduced spaces, kernel-based nonlinear techniques, etc. This work presents a nonlinear empirical monitoring scheme for batch type production processes with incomplete process measurement data. While normal operation data are easy to get, unusual fault data occurs infrequently and thus are difficult to collect. In this work, noise filtering steps are added in order to enhance monitoring performance by eliminating irrelevant information of the data. The performance of the monitoring scheme was demonstrated using batch process data. The results showed that the monitoring performance was improved significantly in terms of detection success rate of process fault.

Keywords: batch process, monitoring, measurement, kernel method

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Authors: Maha Jazouli

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Suicide is one of the most important causes of death in the prison environment, both in Canada and internationally. Rates of attempts of suicide and self-harm have been on the rise in recent years, with hangings being the most frequent method resorted to. The objective of this article is to propose a method to automatically detect in real time suicidal behaviors. We present a gesture recognition system that consists of three modules: model-based movement tracking, feature extraction, and gesture recognition using machine learning algorithms (MLA). Our proposed system gives us satisfactory results. This smart video surveillance system can help assist staff responsible for the safety and health of inmates by alerting them when suicidal behavior is detected, which helps reduce mortality rates and save lives.

Keywords: suicide detection, Kinect azure, RGB-D camera, SVM, machine learning, gesture recognition

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Authors: Bhupeshwaran Mani, S. Radha, A. Jawahar, A. Sivasubramanian

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Here, we study the characteristic feature of conventional (ON-OFF keying) and soliton based transmission system. We consider 20 Gbps transmission system implemented with Conventional Single Mode Fiber (C-SMF) to examine the role of Gaussian pulse which is the characteristic of conventional propagation and hyperbolic-secant pulse which is the characteristic of soliton propagation in it. We note the influence of these pulses with respect to different dispersion lengths and soliton period in conventional and soliton system, respectively, and evaluate the system performance in terms of quality factor. From the analysis, we could prove that the soliton pulse has more consistent performance even for long distance without dispersion compensation than the conventional system as it is robust to dispersion. For the length of transmission of 200 Km, soliton system yielded Q of 33.958 while the conventional system totally exhausted with Q=0.

Keywords: dispersion length, retrun-to-zero (rz), soliton, soliton period, q-factor

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Authors: Arpit Patil, Atharav Bhagwat, Rajas Bhope, Pramod Bide

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This research integrates IoT and ML to predict heart failure risks, utilizing the Framingham dataset. IoT devices gather real-time physiological data, focusing on heart rate dynamics, while ML, specifically Random Forest, predicts heart failure. Rigorous feature selection enhances accuracy, achieving over 90% prediction rate. This amalgamation marks a transformative step in proactive healthcare, highlighting early detection's critical role in cardiovascular risk mitigation. Challenges persist, necessitating continual refinement for improved predictive capabilities.

Keywords: cardiovascular diseases, internet of things, machine learning, cardiac risk assessment, heart failure prediction, early detection, cardio data analysis

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Authors: Akram Hatami, Naser Firoozi, Vesa Puhakka

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Ethics and responsibility are rapidly becoming a distinguishing feature of organizations. In this paper, we analyze ethics and responsibility in shadow factories in China. We engage ourselves with Bauman’s moral impulse perspective because his idea can contextualize ethics and responsibility. Moral impulse is a feeling of a selfless, infinite and unconditional responsibility towards, and care for, Others. We analyze a case study from a secondary data source because, for such a critical phenomenon as business ethics in shadow factories, collecting primary data is difficult, since they are unregistered factories. We argue that there has not been enough attention given to the ethics and responsibility in shadow factories in China. Our main goal is to demonstrate that, considering the Other, more importantly the employees, in ethical decision-making is a simple instruction beyond the narrow version of ethics by ethical codes and rules.

Keywords: moral impulse, responsibility, shadow factories, Bauman’s moral impulse

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Authors: Kathia Melbouci, Sylvie Naudet Collette, Vincent Gay-Bellile, Omar Ait-Aider, Michel Dhome

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In this paper, we handle the problem of real time localization and mapping in indoor environment assisted by a partial prior 3D model, using an RGBD sensor. The proposed solution relies on a feature-based RGBD SLAM algorithm to localize the camera and update the 3D map of the scene. To improve the accuracy and the robustness of the localization, we propose to combine in a local bundle adjustment process, geometric information provided by a prior coarse 3D model of the scene (e.g. generated from the 2D floor plan of the building) along with RGBD data from a Kinect camera. The proposed approach is evaluated on a public benchmark dataset as well as on real scene acquired by a Kinect sensor.

Keywords: SLAM, global localization, 3D sensor, bundle adjustment, 3D model

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Authors: Huda Algharib, Amal Algharib, Hanan Algharib, Ali Mohammad Alqudah

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Image registration is an important topic for many imaging systems and computer vision applications. The standard image registration techniques such as Mutual information/ Normalized mutual information -based methods have a limited performance because they do not consider the spatial information or the relationships between the neighbouring pixels or voxels. In addition, the amount of image noise may significantly affect the registration accuracy. Therefore, this paper proposes an efficient method that explicitly considers the relationships between the adjacent pixels, where the gradient information of the reference and scene images is extracted first, and then the cosine similarity of the extracted gradient information is computed and used to improve the accuracy of the standard normalized mutual information measure. Our experimental results on different data types (i.e. CT, MRI and thermal images) show that the proposed method outperforms a number of image registration techniques in terms of the accuracy.

Keywords: image registration, mutual information, image gradients, image transformations

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Authors: Boukari Nassim

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This paper describes the use of odd pair autoregressive coefficients (Yule _Walker and Burg) for the feature extraction of electroencephalogram (EEG) signals. In the classification: the radial basis function neural network neural network (RBFNN) is employed. The RBFNN is described by his architecture and his characteristics: as the RBF is defined by the spread which is modified for improving the results of the classification. Five types of EEG signals are defined for this work: Set A, Set B for normal signals, Set C, Set D for interictal signals, set E for ictal signal (we can found that in Bonn university). In outputs, two classes are given (AC, AD, AE, BC, BD, BE, CE, DE), the best accuracy is calculated at 99% for the combined odd pair autoregressive coefficients. Our method is very effective for the diagnosis of epileptic EEG signals.

Keywords: epilepsy, EEG signals classification, combined odd pair autoregressive coefficients, radial basis function neural network

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Authors: Monica Sharma, Harjit Pal Singh, Jasbinder Singh, Manju Bala

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In Voice over Internet Protocol (VoIP) system, the speech signal is degraded when passed through the network layers. The speech signal is processed through the best effort policy based IP network, which leads to the network degradations including delay, packet loss and jitter. The packet loss is the major issue of the degradation in the VoIP signal quality; even a single lost packet may generate audible distortion in the decoded speech signal. In addition to these network degradations, the quality of the speech signal is also affected by the environmental noises and coder distortions. The signal quality of the VoIP system is improved through the interleaving technique. The performance of the system is evaluated for various types of noises at different network conditions. The performance of the enhanced VoIP signal is evaluated using perceptual evaluation of speech quality (PESQ) measurement for narrow band signal.

Keywords: VoIP, interleaving, packet loss, packet size, background noise

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Authors: Caihong Sun, Xizi Zhang

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Rating prediction is an important problem for recommender systems. The task is to predict the rating for an item that a user would give. Most of the existing algorithms for the task ignore the effect of negative ratings rated by users on items, but the negative ratings have a significant impact on users’ purchasing decisions in practice. In this paper, we present a rating prediction algorithm based on factorization machines that consider the effect of negative ratings inspired by Loss Aversion theory. The aim of this paper is to develop a concave and a convex negative disgust function to evaluate the negative ratings respectively. Experiments are conducted on MovieLens dataset. The experimental results demonstrate the effectiveness of the proposed methods by comparing with other four the state-of-the-art approaches. The negative ratings showed much importance in the accuracy of ratings predictions.

Keywords: factorization machines, feature engineering, negative ratings, recommendation systems

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Authors: G. K. Abdigalieva, Z. N. Ismagambetova, T. H. Gabitov, K. A. Biazdikova, A. A. Mukhanbet , B. E. Moldagaliyev, Saira Shamahay

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In the article was shown attitude to contemporary traditional culture and cultural heritage preservation issues and features of further development of a culture. Concerning innovation, appeal to cultural heritage, ability of reception of a culture and cultural diffusion in the process of globalization, it is offered further positive development of Kazakhstan’s based human experience and achieved with time. System of traditions is considered as a phenomenon which describes unity, harmony and stability of social body. Contradictions of contemporary culture and civilization, processes of tradition and innovation, cultural changes, and creativities are considered as second side of a society development. Innovation is analyzed as a method of renewal of a culture, tradition and innovation are considered as universal feature of any culture.

Keywords: culture, civilization, innovation, tradition, reality, customs, social relations, morality, values

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Authors: LuoJiaoyang, Yu Hongyang

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In this paper, we experimented with a new approach to multimodal identification using RGB, RGB-D and voice data. The multimodal combination of RGB and voice data has been applied in tasks such as emotion recognition and has shown good results and stability, and it is also the same in identity recognition tasks. We believe that the data of different modalities can enhance the effect of the model through mutual reinforcement. We try to increase the three modalities on the basis of the dual modalities and try to improve the effectiveness of the network by increasing the number of modalities. We also implemented the single-modal identification system separately, tested the data of these different modalities under clean and noisy conditions, and compared the performance with the multimodal model. In the process of designing the multimodal model, we tried a variety of different fusion strategies and finally chose the fusion method with the best performance. The experimental results show that the performance of the multimodal system is better than that of the single modality, especially in dealing with noise, and the multimodal system can achieve an average improvement of 5%.

Keywords: multimodal, three modalities, RGB-D, identity verification

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Authors: Rapelang E. Simon, Thebeetsile A. Olebetse, Joseph R. Maritinkole, Ruth O. Moleleke

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The P and S wave seismic velocity ratios (Vp/Vs) of some aftershocks are investigated using the method ofWadati diagrams. These aftershocks occurred after the 3rdApril 2017 Botswana’s Mw 6.5 earthquake and were recorded by the Network of Autonomously Recording Seismographs (NARS)-Botswana temporary network deployed from 2013 to 2018. In this paper, P and S wave data with good signal-to-noise ratiofrom twenty events of local magnitude greater or equal to 4.0are analysed with the Seisan software and used to infer properties of the upper crust in Botswana. The Vp/Vsratiosare determined from the travel-times of body waves and then converted to Poisson’s ratio, which is useful in determining the physical state of the subsurface materials. The Vp/Vs ratios of the upper crust in Botswana show regional variations from 1.70 to 1.77, with an average of 1.73. The Poisson’s ratios range from 0.24to 0.27 with an average of 0.25 and correlate well with the geological structures in Botswana.

Keywords: Botswana, earthquake, poisson's ratio, seismic velocity, Vp/Vs ratio

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Authors: Youssef Chahir, Messaoud Mostefai, Salah Khodja

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This paper presents the development of a 2D visual marker, derived from a recent patented work in the field of numbering systems. The proposed fiducial uses a group of projective invariant straight-line patterns, easily detectable and remotely recognizable. Based on an efficient data coding scheme, the developed marker enables producing a large panel of unique real time identifiers with highly distinguishable patterns. The proposed marker Incorporates simultaneously decimal and binary information, making it readable by both humans and machines. This important feature opens up new opportunities for the development of efficient visual human-machine communication and monitoring protocols. Extensive experiment tests validate the robustness of the marker against acquisition and geometric distortions.

Keywords: visual markers, projective invariants, distance map, level sets

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Authors: Ziad Abdallah, Mohamad Oueidat, Ali El-Zaart

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Image Multi-label Classification (IMC) assigns a label or a set of labels to an image. The big demand for image annotation and archiving in the web attracts the researchers to develop many algorithms for this application domain. The existing techniques for IMC have two drawbacks: The description of the elementary characteristics from the image and the correlation between labels are not taken into account. In this paper, we present an algorithm (MIML-HOGLPP), which simultaneously handles these limitations. The algorithm uses the histogram of gradients as feature descriptor. It applies the Label Priority Power-set as multi-label transformation to solve the problem of label correlation. The experiment shows that the results of MIML-HOGLPP are better in terms of some of the evaluation metrics comparing with the two existing techniques.

Keywords: data mining, information retrieval system, multi-label, problem transformation, histogram of gradients

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Authors: Yupaporn Areepong

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The main goal of this paper is to study Statistical Process Control (SPC) with Exponentially Weighted Moving Average (EWMA) control chart when observations are serially-correlated. The characteristic of control chart is Average Run Length (ARL) which is the average number of samples taken before an action signal is given. Ideally, an acceptable ARL of in-control process should be enough large, so-called (ARL0). Otherwise it should be small when the process is out-of-control, so-called Average of Delay Time (ARL1) or a mean of true alarm. We find explicit formulas of ARL for EWMA control chart for Seasonal Autoregressive and Moving Average processes (SARMA) with Exponential white noise. The results of ARL obtained from explicit formula and Integral equation are in good agreement. In particular, this formulas for evaluating (ARL0) and (ARL1) be able to get a set of optimal parameters which depend on smoothing parameter (λ) and width of control limit (H) for designing EWMA chart with minimum of (ARL1).

Keywords: average run length, optimal parameters, exponentially weighted moving average (EWMA), control chart

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Authors: M. Ranjeeth, S. Anuradha

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Spectrum sensing is the main feature of cognitive radio technology. Spectrum sensing gives an idea of detecting the presence of the primary users in a licensed spectrum. In this paper we compare the theoretical results of detection probability of different fading environments like Rayleigh, Rician, Nakagami-m fading channels with the simulation results using energy detection based spectrum sensing. The numerical results are plotted as P_f Vs P_d for different SNR values, fading parameters. It is observed that Nakagami fading channel performance is better than other fading channels by using energy detection in spectrum sensing. A MATLAB simulation test bench has been implemented to know the performance of energy detection in different fading channel environment.

Keywords: spectrum sensing, energy detection, fading channels, probability of detection, probability of false alarm

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Authors: Shen Jian, Hu Jie, Ma Jin, Peng Ying Hong, Fang Yi, Liu Wen Hai

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Biologically inspired design inspires inventions and new technologies in the field of engineering by mimicking functions, principles, and structures in the biological domain. To deal with the obstacles of cross-domain knowledge acquisition in the existing biologically inspired design process, functional semantic clustering based on functional feature semantic correlation and environmental constraint clustering composition based on environmental characteristic constraining adaptability are proposed. A knowledge cell clustering algorithm and the corresponding prototype system is developed. Finally, the effectiveness of the method is verified by the visual prosthetic device design.

Keywords: knowledge clustering, knowledge acquisition, knowledge based engineering, knowledge cell, biologically inspired design

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Authors: Issam Ben Jami

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Information retrieval in digital libraries is very important because most famous historical documents occupy a significant value. The word spotting in historical documents is a very difficult notion, because automatic recognition of such documents is naturally cursive, it represents a wide variability in the level scale and translation words in the same documents. We first present a system for the automatic recognition, based on the extraction of interest points words from the image model. The extraction phase of the key points is chosen from the representation of the image as a synthetic description of the shape recognition in a multidimensional space. As a result, we use advanced methods that can find and describe interesting points invariant to scale, rotation and lighting which are linked to local configurations of pixels. We test this approach on documents of the 15th century. Our experiments give important results.

Keywords: feature matching, historical documents, pattern recognition, word spotting

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Authors: Ghazwan Al-Haji

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Most accidents occur in urban areas, and the most related casualties are vulnerable road users (pedestrians and cyclists). The traffic calming measures (TCMs) are widely used and considered to be successful in reducing speed and traffic volume. However, TCMs create unwanted effects include: noise, emissions, energy consumption, vehicle delays and emergency response time (ERT). Different vertical and horizontal TCMs have been already applied nationally (Sweden) and internationally with different impacts. It is a big challenge among traffic engineers, planners, and policy-makers to choose and priorities the best TCMs to be implemented. This study will assess the existing guidelines for TCMs in relation to safety and ERT with focus on data from Norrkoping city in Sweden. The expected results will save lives, time, and money on particularly Swedish Roads. The study will also review newly technologies and how they can improve safety and reduce ERT.

Keywords: traffic calming measures, traffic safety, delay time, vulnerable road users

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Authors: Hamza A. A. Al-Sewadi, Adnan H. M. Al-Helali, Samaa A. K. Khamis

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Ownership proofs of multimedia such as text, image, audio or video files can be achieved by the burial of watermark is them. It is achieved by introducing modifications into these files that are imperceptible to the human senses but easily recoverable by a computer program. These modifications would be in the time domain or frequency domain or both. This paper presents a procedure for watermarking by mixing amplitude modulation with frequency transformation histogram; namely a specific value is used to modulate the intensity component Y of the YIQ components of the carrier image. This scheme is referred to as histogram embedding technique (HET). Results comparison with those of other techniques such as discrete wavelet transform (DWT), discrete cosine transform (DCT) and singular value decomposition (SVD) have shown an enhance efficiency in terms of ease and performance. It has manifested a good degree of robustness against various environment effects such as resizing, rotation and different kinds of noise. This method would prove very useful technique for copyright protection and ownership judgment.

Keywords: authentication, copyright protection, information hiding, ownership, watermarking

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Authors: Chinlun Lai, Lunjyh Jiang

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Due to the heavy burden and pressure of caring for infants, an integrated automatic baby watching system based on IoT smart sensing and deep learning machine vision techniques is proposed in this paper. By monitoring infant body conditions such as heartbeat, breathing, body temperature, sleeping posture, as well as the surrounding conditions such as dangerous/sharp objects, light, noise, humidity and temperature, the proposed system can analyze and predict the obvious/potential dangerous conditions according to observed data and then adopt suitable actions in real time to protect the infant from harm. Thus, reducing the burden of the caregiver and improving safety efficiency of the caring work. The experimental results show that the proposed system works successfully for the infant care work and thus can be implemented in various life fields practically.

Keywords: baby care system, Internet of Things, deep learning, machine vision

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Authors: Wei Zha, Jingzeng Zhang, Chen Zhao, Ran Cai, Xueyuan Nie

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Cathodic plasma electrolysis (CPE) is used to create surface textures on cast iron samples for improving the tribological properties. Micro craters with confined size distribution were successfully formed by CPE process. These craters can generate extra hydrodynamic pressure that separates two sliding surfaces, increase the oil film thickness and accelerate the transition from boundary to mixed lubrication. It was found that the optimal crater size was 1.7 μm, at which the maximum lubrication efficiency was achieved. The Taguchi method was used to optimize the process parameters (voltage and roughness) for CPE surface texturing. The orthogonal array and the signal-to-noise ratio were employed to study the effect of each process parameter on the coefficient of friction. The results showed that with higher voltage and lower roughness, the lower friction coefficient can be obtained, and thus the lubrication can be more efficiently used for friction reduction.

Keywords: cathodic plasma electrolysis, friction, lubrication, plasma surface texturing

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Authors: Dingyang Hu, Dan Liu

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DNN (Deep Neural Network) deep learning models are widely used in classification, prediction, and other task scenarios. To address the difficulties of generic adversarial perturbation generation for deep learning models under black-box conditions, a generic adversarial ingestion generation method based on a saliency map (CJsp) is proposed to obtain salient image regions by counting the factors that influence the input features of an image on the output results. This method can be understood as a saliency map attack algorithm to obtain false classification results by reducing the weights of salient feature points. Experiments also demonstrate that this method can obtain a high success rate of migration attacks and is a batch adversarial sample generation method.

Keywords: adversarial sample, gradient, probability, black box

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Authors: Chun-Chung Chen, Bo-Han Lee, Yu-Chi Sung

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Monitoring the status of tensioning force of stay cables is a significant issue for the assessment of structural safety of extradosed bridges. Moreover, it is known that there is a high correlation between the existing tension force and the vibration frequencies of cables. This paper presents the characteristic of frequencies of stay cables of a field extradosed bridge by using vibration-based monitoring methods. The vibration frequencies of each stay cables were measured in stages from the beginning to the completion of bridge construction. The result shows that the vibration frequency variation trend of different lengths of cables at each measured stage is different. The observed feature can help the application of the bridge long-term monitoring system and contribute to the assessment of bridge safety.

Keywords: vibration-based method, extradosed bridges, bridge health monitoring, bridge stay cables

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Authors: Ming Gao, Matthew Tingchi Liu, Hoi Ngan Loi

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Live streaming refers to the video contents generated by broadcasters and shared with viewers in real-time by uploading them to short-video platforms. In recent years, individual KOL broadcasters have successfully made use of live streams to sell a large amount of goods to the consumers. For example, Wei Ya, the Number 1 broadcaster in Taobao Live, sold products worth RMB 2.7 billion (USD 0.38 billion) in 2018. Regarding the success of live streaming commerce (LSC) in China, this study explores the elements of the booming LSC industry and attempts to explain the reasons behind its prosperity. A systematic review of industry reports and academic papers was conducted to summarize the latest findings in this field. And the results of this investigation showed that a live streaming eco-system has been established by the LSC players, namely, the platform, the broadcaster, the product supplier, and the viewer. In this eco-system, all players have complementary advantages and needs, and their close cooperation leads to a win-win situation. For instance, platforms and broadcasters have abundant internet traffic, which needs to be monetized, while product suppliers have mature supply chains and the need of promoting the products. In addition, viewers are attached to the LSC platforms to get product information, bargains, and entertainment. This study highlights the importance of the mass-personal hybrid communication nature of live streaming because its interpersonal communication feature increases consumers’ positive experiences, while its mass media broadcasting feature facilitates product promotion. Another innovative point of this study lies in its inclusion of the special characteristic of Chinese Internet culture - entertainment. The entertaining genres of the live streams created by broadcasters serve as down-to-earth approaches to reach their audiences easily. Further, the nature of video, i.e., the dynamic and salient stimulus, is emphasized in this study. Since video is more engaging, it can attract viewers in a quick and easy way. Meanwhile, the abundant, interesting, high-quality, and free short videos have added “stickiness” to platforms by retaining users and prolonging their staying time on the platforms. In addition, broadcasters’ important characters, such as physical attractiveness, humor, sex appeal, kindness, communication skills, and interactivity, are also identified as important factors that influence consumers’ engagement and purchase intention. In conclusion, all players have their own proper places in this live streaming eco-system, in which they work seamlessly to give full play to their respective advantages, with each player taking what it needs and offering what it has. This has contributed to the success of live streaming commerce in China.

Keywords: broadcasters, communication, entertainment, live streaming commerce, viewers

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