Search results for: trend equations

Authors: Mohammad Mahdi Mohammadi Dehnavi, Alessandra De Angelis, Maria Rosaria Pecce

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This paper deals with the role of studs in the structural response of steel-concrete composite beams. A tri-linear slip-shear strength law is assumed according to literature and codes provisions for developing a finite element (FE) model of a case study of a composite deck. The variation of the strength and ductility of the connection is implemented in the numerical model carrying out nonlinear analyses. The results confirm the utility of the model to evaluate the importance of the studs capacity, ductility and strength on the global response (ductility and strength) of the structures but also to analyze the trend of slip and shear at interface along the beams.

Keywords: stud connectors, finite element method, slip, shear load, steel-concrete composite bridge

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Authors: Peiran Ma

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This study explored the role of political polarization in an individual's decision of receiving the COVID-19 vaccine. A total of 15 participants participated in individual interviews and focus group discussions about the relationships among domestic political polarization, vaccine hesitancy, and behavioral responses to the COVID-19 pandemic. Political affiliation affected an individual’s decision on the COVID-19 vaccination, such that people who identified as Liberals and Democrats were more accepting of the vaccine. On the other hand, the level of influence declined over time (2020-2022) when the general conception of COVID-19 immunization shifted from political to personal. Results provided qualitative support to the previously identified positive relationship between divided political opinions and COVID-19 vaccine hesitancy and highlighted the decreasing trend in the power of political polarization in vaccination and the existence of other factors.

Keywords: COVID-19, vaccine hesitancy, political polarization, partisanship, ideology

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Authors: Haseen Siddiqui, Sanjay M. Mahajani

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Various important reactions in chemical and metallurgical industries fall in the category of gas-solid reactions. These reactions can be categorized as catalytic and non-catalytic gas-solid reactions. In gas-solid reaction systems, heat and mass transfer limitations put an appreciable influence on the rate of the reaction. The consequences can be unavoidable for overlooking such effects while collecting the reaction rate data for the design of the reactor. Pyrolysis reaction comes in this category that involves the production of gases due to the interaction of heat and solid substance. Pyrolysis is also an important step in the gasification process and therefore, the gasification reactivity majorly influenced by the pyrolysis process that produces the char, as a feed for the gasification process. Therefore, in the present study, a non-isothermal transient 1-D model is developed for a single biomass pellet to investigate the effect of heat and mass transfer limitations on the rate of pyrolysis reaction. The obtained set of partial differential equations are firstly discretized using the concept of ‘method of lines’ to obtain a set of ordinary differential equation with respect to time. These equations are solved, then, using MATLAB ode solver ode15s. The model is capable of incorporating structural changes, porosity variation, variation in various thermal properties and various pellet shapes. The model is used to analyze the effectiveness factor for different values of Lewis number and heat of reaction (G factor). Lewis number includes the effect of thermal conductivity of the solid pellet. Higher the Lewis number, the higher will be the thermal conductivity of the solid. The effectiveness factor was found to be decreasing with decreasing Lewis number due to the fact that smaller Lewis numbers retard the rate of heat transfer inside the pellet owing to a lower rate of pyrolysis reaction. G factor includes the effect of the heat of reaction. Since the pyrolysis reaction is endothermic in nature, the G factor takes negative values. The more the negative value higher will be endothermic nature of the pyrolysis reaction. The effectiveness factor was found to be decreasing with more negative values of the G factor. This behavior can be attributed to the fact that more negative value of G factor would result in more energy consumption by the reaction owing to a larger temperature gradient inside the pellet. Further, the analytical expressions are also derived for gas and solid concentrations and effectiveness factor for two limiting cases of the general model developed. The two limiting cases of the model are categorized as the homogeneous model and unreacted shrinking core model.

Keywords: effectiveness factor, G-factor, homogeneous model, lewis number, non-catalytic, shrinking core model

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Authors: T. Mushiri, K. Tengende, C. Mbohwa, T. Garikayi

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This paper introduces finite element analysis of Run off Mine (ROM) silo subjected to dynamic loading. The proposed procedure is based on the use of theoretical equations to come up with pressure and forces exerted by Platinum Group Metals (PGMs) ore to the silo wall. Finite Element Analysis of the silo involves the use of CAD software (AutoCAD) for3D creation and CAE software (T-FLEX) for the simulation work with an optimization routine to minimize the mass and also ensure structural stiffness and stability. In this research an efficient way to design and analysis of a silo in 3D T-FLEX (CAD) program was created the silo to stay within the constrains and so as to know the points of failure due dynamic loading.

Keywords: reinforced concrete silo, finite element analysis, T-FLEX software, AutoCAD

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Authors: Ekaterina Artiukhina, Panagiotis Grammelis

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Torrefaction of biomass pellets is considered as a useful pretreatment technology in order to convert them into a high quality solid biofuel that is more suitable for pyrolysis, gasification, combustion and co-firing applications. In the course of torrefaction the temperature varies across the pellet, and therefore chemical reactions proceed unevenly within the pellet. However, the uniformity of the thermal distribution along the pellet is generally assumed. The torrefaction process of a single cylindrical pellet is modeled here, accounting for heat transfer coupled with chemical kinetics. The drying sub-model was also introduced. The non-stationary process of wood pellet decomposition is described by the system of non-linear partial differential equations over the temperature and mass. The model captures well the main features of the experimental data.

Keywords: torrefaction, biomass pellets, model, heat, mass transfer

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Authors: Bohuslava Juhasova, Igor Halenar, Martin Juhas

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The contribution deals with the current situation in modern manufacturing enterprises, which is affected by digital virtualization of different parts of the production process. The overview part of this article points to the fact, that wide informatization of all areas causes substitution of real elements and relationships between them with their digital, often virtual images, in real practice. Key characteristics of the systems implemented using digital twin technology along with essential conditions for intelligent products deployment were identified across many published studies. The goal was to propose a template for the production system realization using digital twin technology as a supplement to standardized concepts for Industry 4.0. The main resulting idea leads to the statement that the current trend of implementation of the new technologies and ways of communication between industrial facilities erases the boundaries between the real environment and the virtual world.

Keywords: communication, digital twin, Industry 4.0, simulation, virtualization

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Authors: Utsav Bhardwaj, Shyama Prasad Das

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To meet the extensive requirements of thermal management of the circuit card assemblies (CCAs), satellites, PCBs, microprocessors, any other electronic circuitry, pulsating heat pipes (PHPs) have emerged in the recent past as one of the best solutions technically. But industrial application of PHPs is still unexplored up to a large extent due to their poor reliability. There are several systems as well as operational parameters which not only affect the performance of an operating PHP, but also decide whether the PHP can operate sustainably or not. Functioning may completely be halted for some particular combinations of the values of system and operational parameters. Among the system parameters, adiabatic length is one of the important ones. In the present work, a simplest single branch PHP system with an adiabatic section has been considered. It is assumed to have only one vapour bubble and one liquid plug. First, the system has been mathematically modeled using film evaporation/condensation model, followed by the steps of recognition of equilibrium zone, non-dimensionalization and linearization. Then proceeding with a periodical solution of the linearized and reduced differential equations, stability analysis has been performed. Slow and fast variables have been identified, and averaging approach has been used for the slow ones. Ultimately, temporal evolution of the PHP is predicted by numerically solving the averaged equations, to know whether the oscillations are likely to sustain/decay temporally. Stability threshold has also been determined in terms of some non-dimensional numbers formed by different groupings of system and operational parameters. A combined analytical and numerical approach has been used, and it has been found that for each combination of all other parameters, there exists a maximum length of the adiabatic section beyond which the PHP cannot function at all. This length has been called as “Critical Adiabatic Length (L_ac)”. For adiabatic lengths greater than “L_ac”, oscillations are found to be always decaying sooner or later. Dependence of “L_ac” on some other parameters has also been checked and correlated at certain evaporator & condenser section temperatures. “L_ac” has been found to be linearly increasing with increase in evaporator section length (L_e), whereas the condenser section length (L_c) has been found to have almost no effect on it upto a certain limit. But at considerably large condenser section lengths, “L_ac” is expected to decrease with increase in “L_c” due to increased wall friction. Rise in static pressure (p_r) exerted by the working fluid reservoir makes “L_ac” rise exponentially whereas it increases cubically with increase in the inner diameter (d) of PHP. Physics of all such variations has been given a good insight too. Thus, a methodology for quantification of the critical adiabatic length for any possible set of all other parameters of PHP has been established.

Keywords: critical adiabatic length, evaporation/condensation, pulsating heat pipe (PHP), thermal management

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Authors: Saima Q. Memon, Mazhar I. Khaskheli

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The aim of present study was to investigate the efficiency of mulberry leaves for the removal of both arsenic (III) and arsenic (V) from aqueous medium. Batch equilibrium studies were carried out to optimize various parameters such as pH of metal ion solution, volume of sorbate, sorbent doze, and agitation speed and agitation time. Maximum sorption efficiency of mulberry leaves for As (III) and As (V) at optimum conditions were 2818 μg.g-1 and 4930 μg.g-1, respectively. The experimental data was a good fit to Freundlich and D-R adsorption isotherm. Energy of adsorption was found to be in the range of 3-6 KJ/mole suggesting the physical nature of process. Kinetic data followed the first order rate, Morris-Weber equations. Developed method was applied to remove arsenic from real water samples.

Keywords: arsenic removal, mulberry, adsorption isotherms, kinetics of adsorption

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Authors: Hřebíčková Sylva, Grasgruber Pavel, Ondráček Jan, Cacek Jan, Kalina Tomáš

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The aim of this study was to describe typical changes in several parameters of body composition – the amount of skeletal muscle mass (SMM), % body fat (BF) and body mass index (BMI) - in selected age categories (30+ years) of men and women in the Czech Republic, depending on the degree of sports activity. Study (n = 823, M = 343, F = 480) monitored differences in BF, SM and BMI in five age groups (from 30-39 years to 70+ years). Physically inactive individuals have (p < 0.05) higher % BF in comparison with physically active individuals (29.5 ± 0.59 vs. 27 ± 0.38%), higher BMI (27.3 ± 0.32 vs. 26.1 ± 0.20 kg/m2), but lower SM (39.0 ± 0.33 vs. 40.4 ± 0.21%). The results indicate that with an increasing age, there is a trend towards increasing values of BMI and % BF, and decreasing values of SMM.

Keywords: body composition, body fat, physical activity, skeletal muscle

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Authors: Jurij Tasinkiewicz

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The aim of this work is to present a theoretical analysis of a 2D ultrasound transducer comprised of crossed arrays of metal strips placed on both sides of thin piezoelectric layer (a). Such a structure is capable of electronic beam-steering of generated wave beam both in elevation and azimuth. In this paper, a semi-analytical model of the considered transducer is developed. It is based on generalization of the well-known BIS-expansion method. Specifically, applying the electrostatic approximation, the electric field components on the surface of the layer are expanded into fast converging series of double periodic spatial harmonics with corresponding amplitudes represented by the properly chosen Legendre polynomials. The problem is reduced to numerical solving of certain system of linear equations for unknown expansion coefficients.

Keywords: beamforming, transducer array, BIS-expansion, piezoelectric layer

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Authors: Rose J. Thazhathukunnel, A. G. Smitha

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In the wake of social development, humans overlook the ideal physical appearance, and there is an increasing trend of criticising other’s bodies or offering tips to hide imperfections. Social appearance anxiety demonstrates the association with body dissatisfaction and disordered eating behavior. In this study, we examined the hypothesis that social appearance anxiety, body dissatisfaction, and disordered eating behavior would predict the relation between each among cancer survivors. It was observed that implicit belief to be thin was more pronounced in people with low body dissatisfaction than those with high body dissatisfaction. Results of the study indicated that overall body dissatisfaction and social appearance anxiety were correlated with disordered eating behavior for both men and women cancer survivors of all ages.

Keywords: social appearance anxiety, body dissatisfaction, disordered eating behavior, cancer survivors

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Authors: Reza Mohammadi, Mahdieh Sahebi

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We develop a method based on polynomial quintic spline for numerical solution of fourth-order non-homogeneous parabolic partial differential equation with variable coefficient. By using polynomial quintic spline in off-step points in space and finite difference in time directions, we obtained two three level implicit methods. Stability analysis of the presented method has been carried out. We solve four test problems numerically to validate the derived method. Numerical comparison with other methods shows the superiority of presented scheme.

Keywords: fourth-order parabolic equation, variable coefficient, polynomial quintic spline, off-step points

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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: Danilo López, Nelson Vera, Luis Pedraza

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This paper analyzes fundamental ideas and concepts related to neural networks, which provide the reader a theoretical explanation of Long Short-Term Memory (LSTM) networks operation classified as Deep Learning Systems, and to explicitly present the mathematical development of Backward Pass equations of the LSTM network model. This mathematical modeling associated with software development will provide the necessary tools to develop an intelligent system capable of predicting the behavior of licensed users in wireless cognitive radio networks.

Keywords: neural networks, multilayer perceptron, long short-term memory, recurrent neuronal network, mathematical analysis

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Authors: A. Ja, J. Belabid, A. Cheddadi

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This paper reports the numerical simulation of double diffusive natural convection flows within a horizontal annular filled with a saturated porous medium. The analysis concerns the influence of the different parameters governing the problem, namely, the Rayleigh number Ra, the Lewis number Le and the buoyancy ratio N, on the heat and mass transfer and on the flow structure, in the case of a fixed radius ratio R = 2. The numerical model used for the discretization of the dimensionless equations governing the problem is based on the finite difference method, using the ADI scheme. The study is focused on steady-state solutions in the cooperation situation.

Keywords: natural convection, double-diffusion, porous medium, annular geometry, finite differences

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Authors: Azzedine Abdedou, Khedidja Bouhadef

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The present study is an analysis of the forced convection heat transfer in porous channel with an oriented jet at the inlet with uniform velocity and temperature distributions. The upper wall is insulated when the bottom one is kept at constant temperature higher than that of the fluid at the entrance. The dynamic field is analysed by the Brinkman-Forchheimer extended Darcy model and the thermal field is traduced by the energy one equation model. The numerical solution of the governing equations is obtained by using the finite volume method. The results mainly concern the effect of Reynolds number, jet angle and thermal conductivity ratio on the flow structure and local and average Nusselt numbers evolutions.

Keywords: forced convection, porous media, oriented confined jet, fluid mechanics

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Authors: Maryamosadat Ghasemi, Reza Amrollahi

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Plasma equilibrium geometry has a great influence on the confinement and magnetohydrodynamic stability in tokamaks. The poloidal field (PF) system of a tokamak should be able to support this plasma equilibrium geometry. In this work the prepared numerical code based on radial basis functions are presented and used to solve the Grad–Shafranov (GS) equation for the axisymmetric equilibrium of tokamak plasma. The radial basis functions (RBFs) which is a kind of numerical meshfree method (MFM) for solving partial differential equations (PDEs) has appeared in the last decade and is developing significantly in the last few years. This technique is applied in this study to obtain the equilibrium configuration for Alborz Tokamak. The behavior of numerical solution convergences show the validation of this calculations.

Keywords: equilibrium, grad–shafranov, radial basis functions, Alborz Tokamak

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Authors: Yrfet Shkreli

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Despite all the wide research and literature on the subject, changing and challenging times often present themselves with new objectives, fluid politics and everlasting point of views. Much is said about the subject and the trend nowadays is watching every EU intervention as a form of neo colonialism or a form of establishing new markets. The paper will try to establish a new perspective on EU influences, policies and impacts analyzed from multidimensional point of view, not limiting itself on a narrow external dimension, focusing on a broader understanding of it diverse contribution to global governance and peace keeping. Tending to be critical, this paper, tend to fall out of extremes, nether holding a Eurocentric position, nor falling for cheap critic to the whole failures and impact of EU policies. The ambition is to show EU as a contributing factor while keeping in mind its nature as a multi layered actor and with not necessarily coinciding interests among its member states.

Keywords: European Union, global governance, globalization, normative power

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Authors: Leonard Kabeya Mukeba Yakasham

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The theoretical machinery from singularity theory introduced by Glolubitsky, Stewart, and Schaeffer, to study equivariant bifurcation problem is completed and expanded wile generalized to the multiparameter context. In this setting the finite deterinancy theorem or normal forms, the stability of equivariant bifurcation problem, and the structural stability of universal unfolding are discussed. With Yakam Matrix the solutions are limited for some partial differential equations stochastic nonlinear of the open questions in singularity artificial intelligence for future.

Keywords: equivariant bifurcation, symmetry singularity, equivariant jets and transversality, normal forms, universal unfolding instability, structural stability

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Authors: Farhad Aalizadeh, Ali Moosavi

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When a blood vessel is injured, the cells of your blood bond together to form a blood clot. The blood clot helps you stop bleeding. Blood clots are made of a combination of blood cells, platelets(small sticky cells that speed up the clot-making process), and fibrin (protein that forms a thread-like mesh to trap cells). Doctors call this kind of blood clot a “thrombus.”We study the effects of different parameters on the deposition of Nanoparticles on the surface of a bump in the blood vessels by the magnetic field. The Maxwell and the flow equations are solved for this purpose. It is assumed that the blood is non-Newtonian and the number of particles has been considered enough to rely on the results statistically. Using MHD and its property it is possible to control the flow velocity, remove the fouling on the walls and return the system to its original form.

Keywords: MHD, fouling, in-vivo, blood clots, simulation

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Authors: Md. Aftabuzzaman, Md. Kamruzzaman

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Road-related expenditure and building construction activity are two significant drivers of the Victorian economy. This paper investigates the relationship between building construction activity and road-related expenditure. Data for construction activities were collected from Victorian Building Authority, and road-related expenditure data were explored by the Bureau of Infrastructure and Transport Research Economics. The trend between these two sectors was compared. The analysis found a strong relationship between road-related expenditure and the volume of construction activity, i.e., the more construction activities, the greater the requirement of road-related expenditure, or vice-versa. The road-related expenditure has a two-year lag period, suggesting that the road sector requires two years to respond to the growth in the building sector.

Keywords: building construction activity, infrastructure, road expenditure, Victorian Building Authority

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Authors: Ishak Hashim, Ammar Alsabery

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The problem of conjugate free convection in a square cavity filled with nanofluid and heated from below by spatial wall temperature is studied numerically using the finite difference method. Water-based nanofluid with copper nanoparticles are chosen for the investigation. Governing equations are solved over a wide range of nanoparticle volume fraction (0 ≤ φ ≤ 0.2), wave number ((0 ≤ λ ≤ 4) and thermal conductivity ratio (0.44 ≤ Kr ≤ 6). The results presented for values of the governing parameters in terms of streamlines, isotherms and average Nusselt number. It is found that the flow behavior and the heat distribution are clearly enhanced with the increment of the non-uniform heating.

Keywords: conjugate free convection, square cavity, nanofluid, spatial temperature

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Authors: Juliana A. Knocikova, Yann Bouret, Médéric Argentina, Laurent Counillon

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Cell volume, together with membrane potential and intracellular hydrogen ion concentration, is an essential biophysical parameter for normal cellular activity. Cell volumes can be altered by osmotically active compounds and extracellular tonicity. In this study, a simple mathematical model of osmotically induced cell swelling and shrinking is presented. Emphasis is given to water diffusion across the membrane. The mathematical description of the cellular behavior consists in a system of coupled ordinary differential equations. We compare experimental data of cell volume alterations driven by differences in osmotic pressure with mathematical simulations under hypotonic and hypertonic conditions. Implications for a future model are also discussed.

Keywords: eukaryotic cell, mathematical modeling, osmosis, volume alterations

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Authors: Theodore Halnon, Martin Bojowald

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In relativity, time is relative between reference frames. However, quantum mechanics requires a specific time coordinate in order to write an evolution equation for wave functions. This difference between the two theories leads to the problem of time in quantum gravity. One method to study quantum relativity is to interpret the dynamics of a matter field as a clock. In order to test the relationship between different reference frames, an isotropic cosmological model with two matter ingredients is introduced. One is given by a scalar field and one by vacuum energy or a cosmological constant. There are two matter fields, and thus two different Hamiltonians are derived from the respective clock rates. Semi-classical solutions are found for these equations and a comparison is made of the physical predictions that they imply.

Keywords: cosmology, deparameterization, general relativity, quantum mechanics

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Authors: Kwaku Damoah

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This study presents a comprehensive data-driven analysis to understand the evolution of adverse events (AEs) in pharmacovigilance. Utilizing data from the FDA Adverse Event Reporting System (FAERS), we employed three analytical methods: rank-based, frequency-based, and percentage change analyses. These methods assessed temporal trends and patterns in AE reporting, focusing on various drug-active ingredients and patient demographics. Our findings reveal significant trends in AE occurrences, with both increasing and decreasing patterns from 2000 to 2023. This research highlights the importance of continuous monitoring and advanced analysis in pharmacovigilance, offering valuable insights for healthcare professionals and policymakers to enhance drug safety.

Keywords: event analysis, FDA adverse event reporting system, pharmacovigilance, temporal trend analysis

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Authors: Kyung Hoon Park, Hyung Jun Kim, Jong Wook Song

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Super-tall building, large-scale and multi-purpose underground spaces reflect changes in construction trend. As current laws and codes such as Fire Services Act and construction codes are not enough to secure the fire safety of those structures and spaces, it is required to provide systemic supplement for performance-based design to establish or revise laws and technical standards to cope with the changes flexibly. In this study, the performance-based design standards of structures designed in Korea are compared with specification based design standards in an attempt to find the ways to establish fire safety standards for structures in Korea.

Keywords: performance based design, specification based design, fire safety design, life safety

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Authors: Herman Ruswan Suwarman, Ahmad Rivai, Mochamad Saidiman, Kuncoro Diharjo, Dody Ariawan

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The use of biodegradable composite to solve ecological and environmental problems has currently risen as a trend. With the increasing use of biodegradable composite comes an increasing need to fabricate it properly. Yet this understanding has remained a challenge for the design engineer. Therefore, this study aims to explore how to combine coconut coir as a reinforcing material and polypropylene (PP) as a biodegradable polymer matrix. By using Hotpress Molding, two methods were developed and compared. The difference between these two methods is not only the step of fabrication but also the raw material. The first method involved a PP sheet and the second used PP pellets directly. Based on the results, it can be concluded that PP pellets yield better results, where the composite was produced in a shorter time, with an evenly distributed coconut coir and a smaller number of voids.

Keywords: biodegradable, coconut coir, hot press molding, polypropylene

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Authors: Pradeep Kumar, Abhishek Kumar Chandra, Ashok Khanna

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Extraction of Strontium by crown ether (DCH18C6) hasbeen investigated in [BMIM][TF2N] Ionic Liquid (IL) giving higher extraction ~98% and distribution ratio as compared to other organic solvents (Dodecane, Hexane, & Isodecyl alcohol + Dodecane). Distribution ratio of Sr in IL at 0.15M DCH18C6 indicates an enhancement of 20000, 2000, 500 times over Dodecane, Hexane and 5% Isodecyl Alcohol + 95 % Dodecane at 0.01M aqueous acidity respectively. In presence of IL, Sr extraction decreases with increase in HNO3 concentration in aqueous phase whereas opposite trend was observed with organic solvents.Extraction of Sr initially increases with increase in DCH18C6 concentration in IL, finally reaching an asymptotic constant.

Keywords: distribution ratio, ionic liquid, ligand, organic solvent, stripping

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Authors: Kun-Peng Jin, Jin Liang, Ti-Jun Xiao

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In this work, we are concerned with the dynamic behaviors of solutions to some coupled systems with infinite memory, which consist of two partial differential equations where only one partial differential equation has damping. Such coupled systems are good mathematical models to describe the deformation and stress characteristics of some viscoelastic materials affected by temperature change, external forces, and other factors. By using the theory of operator semigroups, we give wellposedness results for the Cauchy problem for these coupled systems. Then, with the help of some auxiliary functions and lemmas, which are specially designed for overcoming difficulties in the proof, we show that the solutions of the coupled systems decay to zero in a strong way under a few basic conditions. The results in this dynamic analysis of coupled systems are generalizations of many existing results.

Keywords: dynamic analysis, coupled system, infinite memory, damping.

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Authors: Irem Ela Yildizeli

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Advertising today has become an indispensable phenomenon both for businesses and consumers. Due to the conditions of rapid changes in the market and growth of competitiveness, the success of many of firms that produce similar merchandise depends largely on how professionally and effective they use marketing communication elements which also must have some sense of shared values between the message provider and the receiver within cultural and global trend. This paper demonstrates how consumer behaviour and communication through cultural values evaluate advertising styles. Using samples of award-winning ads from both author's and other professional's creative works, the study reveals a significant correlation between the cultural elements and advertisement reception for language and cultural norms respectively. The findings of this study draw attention to the change of communication in the beginning of the 21st century which has shaped a new style of Participatory and Experience Design in advertising.

Keywords: advertising, advertising style, culture, experience design, participatory design

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