Search results for: layers of identities
608 Code Switching and Code Mixing among Adolescents in Kashmir
Authors: Sarwat un Nisa
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One of the remarkable gifts that a human being is blessed with is the ability to speak using a combination of sounds. Different combinations of sounds combine to form a word which in turn make a sentence and therefore give birth to a language. A person can either be a monolingual, i.e., can speak one language or bilingual, i.e., can speak more than one language. Whether a person speaks one language or multiple languages or in whatever language a person speaks, the main aim is to communicate, express ideas, feelings or thoughts. Sometimes the choice of a language is deliberate and sometimes it is a habitual act. The language which is used to put our ideas across speaks many things about our cultural, linguistic and ethnic identities. It can never be claimed that bilinguals are better than monolinguals in terms of linguistic skills, bilinguals or multilinguals have more than one language at their disposal. Therefore, how effectively two languages are used by the same person keeps linguists always intrigued. The most prominent and common features found in the speech of bilingual speakers are code switching and code mixing. The aim of the present paper is to explore these features among the adolescent speakers of Kashmir. The reason for studying the linguistics behavior of adolescents is the age when a person is neither an adult nor a child. They want to drift away from the norms and make a new norm for themselves. Therefore, how their linguistics skills are influenced by their age is of great interest because it can set the trend for the future generation. Kashmir is a multilingual society where three languages, i.e., Kashmiri, Urdu, and English are regularly used by the speakers, especially the educated ones. Kashmiri is widely used at home or mostly among adults. Urdu is the official language, and English is used in schools and for most of the written official correspondences. Thus, it is not uncommon to find these three languages coming in contact with each other quite frequently. The language contact results in the code switching and code mixing. In this paper different aspects of code switching and code mixing are discussed. Research Method: The data were collected from the different districts of Kashmir. The informants did not have prior knowledge of the survey. The situation was spontaneous and natural. The topics were introduced by the interviewer to the group of informants which comprised of three participants. They were asked to discuss the topic, most of the times without any intervention of the interviewer. Along with conversations, the informants also filled in written questionnaires comprising sociolinguistic questions. Questionnaires were analysed to get an idea about the sociolinguistic attitude of the informants. Percentage, frequency, and average were used as statistical tools to analyse the data. Conclusions were drawn taking into consideration of interpretations of both speech samples and questionnaires.Keywords: code mixing, code switching, Kashmir, bilingualism
Procedia PDF Downloads 144607 Optimization the Conditions of Electrophoretic Deposition Fabrication of Graphene-Based Electrode to Consider Applications in Electro-Optical Sensors
Authors: Sepehr Lajevardi Esfahani, Shohre Rouhani, Zahra Ranjbar
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Graphene has gained much attention owing to its unique optical and electrical properties. Charge carriers in graphene sheets (GS) carry out a linear dispersion relation near the Fermi energy and behave as massless Dirac fermions resulting in unusual attributes such as the quantum Hall effect and ambipolar electric field effect. It also exhibits nondispersive transport characteristics with an extremely high electron mobility (15000 cm2/(Vs)) at room temperature. Recently, several progresses have been achieved in the fabrication of single- or multilayer GS for functional device applications in the fields of optoelectronic such as field-effect transistors ultrasensitive sensors and organic photovoltaic cells. In addition to device applications, graphene also can serve as reinforcement to enhance mechanical, thermal, or electrical properties of composite materials. Electrophoretic deposition (EPD) is an attractive method for development of various coatings and films. It readily applied to any powdered solid that forms a stable suspension. The deposition parameters were controlled in various thicknesses. In this study, the graphene electrodeposition conditions were optimized. The results were obtained from SEM, Ohm resistance measuring technique and AFM characteristic tests. The minimum sheet resistance of electrodeposited reduced graphene oxide layers is achieved at conditions of 2 V in 10 s and it is annealed at 200 °C for 1 minute.Keywords: electrophoretic deposition (EPD), graphene oxide (GO), electrical conductivity, electro-optical devices
Procedia PDF Downloads 190606 From Stalemate to Progress: Navigating the Restitution Maze in Belgium and DRCongo
Authors: Gracia Lwanzo Kasongo
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In the realm of cultural heritage, few issues loom larger than the ongoing battle for restitution faced by European and African museums. In Belgium, this contentious process was set in motion by two pivotal events. Firstly, the resounding revelations of the French report on restitution, which boldly declared that 'over 90% of African cultural heritage resides outside of Africa Secondly, the seismic impact of the Black Lives Matter movement following the tragic death of George Floyd. These two events unleashed a wave of outrage among Afro-descendants, who viewed the possession of colonial collections as an enduring symbol of colonial dominance and a stark validation of the systemic racism deeply ingrained within Belgian society. The instrumentalization of cultural property as a means of wielding political power is by no means a novel concept. Its roots can be traced back to the constructed justifications that emerged in the 1950s, during which the Royal Museum for Central Africa in Tervuren played a pivotal role as the self-proclaimed 'guardian of Congolese cultural heritage'. This legacy of legitimizing colonial presence permeates the fabric of Belgium's museum reform policies and the structural management of museums in the Democratic Republic of Congo (DRC). Employing a dialectical approach, I embark on an exploration of the intricate historical interplay between the Royal Museum for Central Africa and the Institute of National Museums of Congo. From this vantage point, I delve into the arduous struggles faced by museums in both the DRC and Belgium as they grapple with the complex and contentious issue of cultural heritage restitution. Central to these struggles is the profound quest for meaning and (re)definition of museums, particularly for Congolese and Afro-descendant communities whose identities and narratives have long been marginalized and suppressed. As the narrative unfolds, I shed light on the prospects for cooperation that have emerged from my extensive fieldwork. Within the interplay of historical entanglements, struggles for restitution, and the search for a more inclusive and equitable museum landscape, glimmers of hope emerge. Collaborative efforts and potential avenues for mutual understanding between Belgium and the DRC begin to take shape, offering a beacon of possibility amidst the often tumultuous discourse surrounding cultural heritage.Keywords: restitution, museum stuggles, belgium, DRCongo
Procedia PDF Downloads 75605 Body Armours in Amazonian Fish
Authors: Fernando G. Torres, Donna M. Ebenstein, Monica Merino
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Most fish are covered by a protective external armour. The characteristics of these armours depend on the individual elements that form them, such as scales, scutes or dermal plates. In this work, we assess the properties of two different types of protective elements: scales from A. gigas and dermal plates from P. pardalis. A. Gigas and P. Pardalis are two Amazonian fish with a rather prehistoric aspect. They have large scales and dermal plates that form two different types of protective body armours. Although both scales and dermal plates are formed by collagen and hydroxyapatite, their structures display remarkable differences. The structure and composition of the samples were assessed by means of X-ray diffraction (XRD), Fourier Transform Infrared spectroscopy (FTIR) and Differential Scanning Calorimetry (DSC). Morphology studies were carried out using a Scanning Electron Microscopy (SEM). Nanoindentation tests were performed to measure the reduced moduli in A. gigas scales and P. pardalis plates. The similarities and differences between scales and dermal plates are discussed based on the experimental results. Both protective armours are designed to be lightweight, flexible and tough. A. Gigas scales are are light laminated composites, while P. pardalis dermal plates show a sandwich like structure with dense outer layers and a porous inner matrix. It seems that the armour of P. pardalis is more suited for a bottom-dwelling fish and allows for protection against predators. The scales from A. Gigas are more adapted to give protection to a swimming fish. The information obtained from these studies is also important for the development of bioinspired nanocomposites, with potential applications in the biomedical field.Keywords: pterygoplichthys pardalis, dermal plates arapaima gigas, fish scales
Procedia PDF Downloads 391604 Origins of the Tattoo: Decoding the Ancient Meanings of Terrestrial Body Art to Establish a Connection between the Natural World and Humans Today
Authors: Sangeet Anand
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Body art and tattooing have long been practiced as a form of self-expression for centuries, and this study studies and analyzes the pertinence of tattoo culture in our everyday lives and ancient past. Individuals of different cultures represent ideas, practices, and elements of their cultures through symbolic representation. These symbols come in all shapes and sizes and can be as simple as the makeup you put on every day to something more permanent such as a tattoo. In the long run, these individuals who choose to display art on their bodies are seeking to express their individuality. In addition, these visuals are ultimately a reflection of our own appropriate cultures deem as beautiful, important, and powerful to the human eye. They make us known to the world and give us a plausible identity in an ever-changing world. We have lived through and seen a rise in hippie culture today. This type of bodily decoration displayed by this fad has made it seem as though body art is a visual language that is relatively new. But quite to the contrary, it is not. Through cultural symbolic exploration, we can answer key questions to ideas that have been raised for centuries. Through careful, in-depth interviews, this study takes a broad subject matter-art, and symbolism-and culminates it into a deeper philosophical connection between the world and its past. The basic methodologies used in this sociocultural study include interview questionnaires and textual analysis, which encompass a subject and interviewer as well as source material. The major findings of this study contain a distinct connection between cultural heritage and the day-to-day likings of an individual. The participant that was studied during this project demonstrated a clear passion for hobbies that were practiced even by her ancestors. We can conclude, through these findings, that there is a deeper cultural connection between modern day humans, the first humans, and the surrounding environments. Our symbols today are a direct reflection of the elements of nature that our human ancestors were exposed to, and, through cultural acceptance, we can adorn ourselves with these representations to help others identify our pasts. Body art embraces the different aspects of different cultures and holds significance, tells stories, and persists, even as the human population rapidly integrates. With this pattern, our human descendents will continue to represent their cultures and identities in the future. Body art is an integral element in understanding how and why people identify with certain aspects of life over others and broaden the scope for conducting more analysis cross-culturally.Keywords: natural, symbolism, tattoo, terrestrial
Procedia PDF Downloads 107603 Influence of Molecular and Supramolecular Structure on Thermally Stimulated Short-Circuit Currents in Polyvinylidene Fluoride Films
Authors: Temnov D., Volgina E., Gerasimov D.
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Relaxation processes in polyvinylidene fluoride (PVDF) films were studied by the method of thermally stimulated fractional polarization currents (TSTF). The films were obtained by extrusion of a polymer melt followed by isometric annealing. PVDF granules of the Kynar-720 brand (Atofina Chemicals, USA) with a molecular weight of Mw=190,000 g•mol-1 were used for the manufacture of films. The annealing temperature was varied in the range from 120 °C to 170 °C in increments of 10 °C. The dependences of the degree of crystallinity of films (χ) and the intensity of thermally stimulated depolarization currents on the annealing temperature (Toc) are investigated. The TSTF spectra were obtained at the TSC II facility (Setaram, France). Measurements were carried out in a helium atmosphere, and the values of currents were determined by a Keithley electrometer. The annealed PVDF films were polarized at an electric field strength of 100 V/mm at a temperature of 31°C, after which they were cooled to 26°C, at which they were kept for 1 minute. During depolarization, the external field was removed, and the short-circuit sample was cooled to 0°C. The thermally stimulated short-circuit current was recorded during linear heating. Relaxation processes in PVDF films were studied in the temperature range from 0 – 70 °C. It is shown that the intensity curve of the peaks of TST FP has a course that is the reverse of the dependence of the degree of crystallinity on the annealing temperature. This allows us to conclude that the relaxation processes occurring in PVDF in the 35°C region are associated with the amorphous part of the structure of PVDF films between the layers of the spherulite crystalline phase.Keywords: molecular and supramolecular structure, thermally stimulated currents, polyvinylidene fluoride films, relaxation processes
Procedia PDF Downloads 47602 De Novo Assembly and Characterization of the Transcriptome from the Fluoroacetate Producing Plant, Dichapetalum Cymosum
Authors: Selisha A. Sooklal, Phelelani Mpangase, Shaun Aron, Karl Rumbold
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Organically bound fluorine (C-F bond) is extremely rare in nature. Despite this, the first fluorinated secondary metabolite, fluoroacetate, was isolated from the plant Dichapetalum cymosum (commonly known as Gifblaar). However, the enzyme responsible for fluorination (fluorinase) in Gifblaar was never isolated and very little progress has been achieved in understanding this process in higher plants. Fluorinated compounds have vast applications in the pharmaceutical, agrochemical and fine chemicals industries. Consequently, an enzyme capable of catalysing a C-F bond has great potential as a biocatalyst in the industry considering that the field of fluorination is virtually synthetic. As with any biocatalyst, a range of these enzymes are required. Therefore, it is imperative to expand the exploration for novel fluorinases. This study aimed to gain molecular insights into secondary metabolite biosynthesis in Gifblaar using a high-throughput sequencing-based approach. Mechanical wounding studies were performed using Gifblaar leaf tissue in order to induce expression of the fluorinase. The transcriptome of the wounded and unwounded plant was then sequenced on the Illumina HiSeq platform. A total of 26.4 million short sequence reads were assembled into 77 845 transcripts using Trinity. Overall, 68.6 % of transcripts were annotated with gene identities using public databases (SwissProt, TrEMBL, GO, COG, Pfam, EC) with an E-value threshold of 1E-05. Sequences exhibited the greatest homology to the model plant, Arabidopsis thaliana (27 %). A total of 244 annotated transcripts were found to be differentially expressed between the wounded and unwounded plant. In addition, secondary metabolic pathways present in Gifblaar were successfully reconstructed using Pathway tools. Due to lack of genetic information for plant fluorinases, a transcript failed to be annotated as a fluorinating enzyme. Thus, a local database containing the 5 existing bacterial fluorinases was created. Fifteen transcripts having homology to partial regions of existing fluorinases were found. In efforts to obtain the full coding sequence of the Gifblaar fluorinase, primers were designed targeting the regions of homology and genome walking will be performed to amplify the unknown regions. This is the first genetic data available for Gifblaar. It has provided novel insights into the mechanisms of metabolite biosynthesis and will allow for the discovery of the first eukaryotic fluorinase.Keywords: biocatalyst, fluorinase, gifblaar, transcriptome
Procedia PDF Downloads 273601 Study of the Middle and Upper Atmosphere during Sudden Stratospheric Warming Episodes
Authors: Jinee Gogoi, Som K. Sharma, Kalyan Bhuyan
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The atmospheric layers are coupled to each other with the different dynamical, electrical, radiative and chemical processes. A large scale thermodynamical phenomenon in winter polar regions which affects the middle atmosphere vigorously is Sudden Stratospheric Warming (SSW). Two major SSW events were occurred during 1998-1999; one in December 1998 which is associated with vortex displacement and another in February- March 1999 associated with vortex splitting. Lidar study of these two major events from Mt. Abu (24.36⁰N, 72.45⁰E, ~1670 m amsl) has shown that though SSWs are mostly observed over high and mid latitudes, their effects can also be seen over India. We have studied ionospheric variations (primarily fₒF₂, h’F and hpF₂) over Ahmedabad (23.1⁰N, 72.58⁰E) during these events. Ionospheric disturbances have been found after four-five days of peak temperature. An increase (decrease) in critical frequency (fₒF₂) during morning (afternoon) has been noticed which may be in response to the updrift (down drift). Effects are stronger during displacement event (1998) than during the splitting event (1999). We have also studied some recent events occurred during 2006 (January), 2009 (January) and 2013 (January) using temperature data from Sounding of Atmosphere using Broadband Emission Radiometry (SABER) satellite. Though some modeling work supports the hypothesis that planetary waves are responsible for atmosphere-ionosphere coupling, there is still more significant works to do to understand how exactly the coupling can take place.Keywords: sudden stratospheric warming (SSW), polar vortex, ionosphere, critical frequency
Procedia PDF Downloads 249600 Passive Solar-Driven Membrane Distiller for Desalination: Effect of Middle Layer Material and Thickness on Desalination Performance
Authors: Glebert C. Dadol, Camila Flor Y. Lobarbio, Noel Peter B. Tan
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Water scarcity is a global problem. One of the promising solutions to this challenge is the use of membrane-based desalination technologies. In this study, a passive solar-driven membrane (PSDM) distillation was employed to test its desalination performance. The PSDM was fabricated using a TiNOX sheet solar absorber, cellulose-based hydrophilic top and bottom layers, and a middle layer. The effects of the middle layer material and thickness on the desalination performance in terms of distillate flow rate, productivity, and salinity were investigated. An air-gap screen mesh (2 mm, 4 mm, 6 mm thickness) and a hydrophobic PTFE membrane (0.3 mm thickness) were used as middle-layer materials. Saltwater input (35 g/L NaCl) was used for the PSDM distiller on a rooftop setting at the University of San Carlos, Cebu City, Philippines. The highest distillate flow rate and productivity of 1.08 L/m²-h and 1.47 L/kWh, respectively, were achieved using a 2 mm air-gap middle layer, but it also resulted in a high salinity of 25.20 g/L. Increasing the air gap lowered the salinity but also decreased the flow rate and productivity. The lowest salinity of 1.07 g/L was achieved using 6 mm air gap, but the flow rate and productivity were reduced to 0.08 L/m²-h and 0.17 L/kWh, respectively. The use of a hydrophobic PTFE membrane, on the other hand, did not offer a significant improvement in its performance. A PDSM distiller with a thick air gap as the middle layer can deliver a distillate with low salinity and is preferred over a thin hydrophobic PTFE membrane. Various modifications and optimizations to the distiller can be done to improve its performance further.Keywords: desalination, membrane distillation, passive solar-driven membrane distiller, solar distillation
Procedia PDF Downloads 123599 Non-Destructive Testing of Selective Laser Melting Products
Authors: Luca Collini, Michele Antolotti, Diego Schiavi
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At present, complex geometries within production time shrinkage, rapidly increasing demand, and high-quality standard requirement make the non-destructive (ND) control of additively manufactured components indispensable means. On the other hand, a technology gap and the lack of standards regulating the methods and the acceptance criteria indicate the NDT of these components a stimulating field to be still fully explored. Up to date, penetrant testing, acoustic wave, tomography, radiography, and semi-automated ultrasound methods have been tested on metal powder based products so far. External defects, distortion, surface porosity, roughness, texture, internal porosity, and inclusions are the typical defects in the focus of testing. Detection of density and layers compactness are also been tried on stainless steels by the ultrasonic scattering method. In this work, the authors want to present and discuss the radiographic and the ultrasound ND testing on additively manufactured Ti₆Al₄V and inconel parts obtained by the selective laser melting (SLM) technology. In order to test the possibilities given by the radiographic method, both X-Rays and γ-Rays are tried on a set of specifically designed specimens realized by the SLM. The specimens contain a family of defectology, which represent the most commonly found, as cracks and lack of fusion. The tests are also applied to real parts of various complexity and thickness. A set of practical indications and of acceptance criteria is finally drawn.Keywords: non-destructive testing, selective laser melting, radiography, UT method
Procedia PDF Downloads 146598 Bottleneck Modeling in Information Technology Service Management
Authors: Abhinay Puvvala, Veerendra Kumar Rai
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A bottleneck situation arises when the outflow is lesser than the inflow in a pipe-like setup. A more practical interpretation of bottlenecks emphasizes on the realization of Service Level Objectives (SLOs) at given workloads. Our approach detects two key aspects of bottlenecks – when and where. To identify ‘when’ we continuously poll on certain key metrics such as resource utilization, processing time, request backlog and throughput at a system level. Further, when the slope of the expected sojourn time at a workload is greater than ‘K’ times the slope of expected sojourn time at the previous step of the workload while the workload is being gradually increased in discrete steps, a bottleneck situation arises. ‘K’ defines the threshold condition and is computed based on the system’s service level objectives. The second aspect of our approach is to identify the location of the bottleneck. In multi-tier systems with a complex network of layers, it is a challenging problem to locate bottleneck that affects the overall system performance. We stage the system by varying workload incrementally to draw a correlation between load increase and system performance to the point where Service Level Objectives are violated. During the staging process, multiple metrics are monitored at hardware and application levels. The correlations are drawn between metrics and the overall system performance. These correlations along with the Service Level Objectives are used to arrive at the threshold conditions for each of these metrics. Subsequently, the same method used to identify when a bottleneck occurs is used on metrics data with threshold conditions to locate bottlenecks.Keywords: bottleneck, workload, service level objectives (SLOs), throughput, system performance
Procedia PDF Downloads 236597 An Inductive Study of Pop Culture Versus Visual Art: Redefined from the Lens of Censorship in Bangladesh
Authors: Ahmed Tahsin Shams
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The right to dissent through any form of art has been facing challenges through various strict legal measures, particularly since 2018 when the Government of Bangladesh passed the Digital Security Act 2018 (DSA). Therefore, the references to ‘popular’ culture mostly include mainstream religious and national festivals and exclude critical intellectual representation of specific political allusions in any form of storytelling: whether wall art or fiction writing, since the post-DSA period in Bangladesh. Through inductive quantitative and qualitative methodological approaches, this paper aims to study the pattern of censorship, detention or custodial tortures against artists and the banning approach by the Bangladeshi government in the last five years, specifically against static visual arts, i.e., cartoon and wall art. The pattern drawn from these data attempts to redefine the popular notion of ‘pop culture’ as an unorganized folk or mass culture. The results also hypothesize how the post-DSA period forcefully constructs ‘pop culture’ as a very organized repetitive deception of enlightenment or entertainment. Thus the argument theorizes that this censoring trend is a fascist approach making the artists subaltern. So, in this socio-political context, these two similar and overlapping elements: culture and art, are vastly separated in two streams: the former being appreciated by the power, and the latter is a fearful concern for the power. Therefore, the purpose of art also shifts from entertainment to an act of rebellion, adding more layers to the new postmodern definition of ‘pop culture.’Keywords: popular culture, visual arts, censoring trend, fascist approach, subaltern, digital security act
Procedia PDF Downloads 77596 Influence of Alkali Aggregate Reaction Induced Expansion Level on Confinement Efficiency of Carbon Fiber Reinforcement Polymer Wrapping Applied to Damaged Concrete Columns
Authors: Thamer Kubat, Riadh Al-Mahaidi, Ahmad Shayan
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The alkali-aggregate reaction (AAR) in concrete has a negative influence on the mechanical properties and durability of concrete. Confinement by carbon fibre-reinforced polymer (CFRP) is an effective method of treatment for some AAR-affected elements. Eighteen reinforced columns affected by different levels of expansion due to AAR were confined using CFRP to evaluate the effect of expansion level on confinement efficiency. Strength and strain capacities (axial and circumferential) were measured using photogrammetry under uniaxial compressive loading to evaluate the efficiency of CFRP wrapping for the rehabilitation of affected columns. In relation to uniaxial compression capacity, the results indicated that the confinement of AAR-affected columns by one layer of CFRP is sufficient to reach and exceed the load capacity of unaffected sound columns. Parallel to the experimental study, finite element (FE) modeling using ATENA software was employed to predict the behavior of CFRP-confined damaged concrete and determine the possibility of using the model in a parametric study by simulating the number of CFRP layers. A comparison of the experimental results with the results of the theoretical models showed that FE modeling could be used for the prediction of the behavior of confined AAR-damaged concrete.Keywords: carbon fiber reinforced polymer (CFRP), finite element (FE), ATENA, confinement efficiency
Procedia PDF Downloads 77595 Analysis of Solvent Effect on the Mechanical Properties of Poly(Ether Ether Ketone) Using Nano-Indentation
Authors: Tanveer Iqbal, Saima Yasin, Muhammad Zafar, Ahmad Shakeel, Fahad Nazir, Paul F. Luckham
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The contact performance of polymeric composites is dependent on the localized mechanical properties of materials. This is particularly important for fiber oriented polymeric materials where self-lubrication from top layers has been the basic requirement. The nanoindentation response of fiber reinforced poly(etheretherketone), PEEK, composites have been evaluated to determine the near-surface mechanical characteristics. Load-displacement compliance, hardness and elastic modulus data based on contact compliance mode (CSM) indentation of carbon fiber oriented and glass fiber oriented PEEK composites are reported as a function of indentation contact displacement. The composite surfaces were indented to a maximum penetration depth of 5µm using Berkovich tip indenter. A typical multiphase response of the composite surface is depicted from analysis of the indentation data for the composites, showing presence of polymer matrix, fibers, and interphase regions. The observed experimental results show that although the surface mechanical properties of carbon fiber based PEEK composite were comparatively higher, the properties of matrix material were seen to be increased in the presence of glass fibers. The experimental methodology may provide a convenient means to understand morphological description of the multimodal polymeric composites.Keywords: nanoindentation, PEEK, modulus, hardness, plasticization
Procedia PDF Downloads 192594 Postfeminism, Femvertising and Inclusion: An Analysis of Changing Women's Representation in Contemporary Media
Authors: Saveria Capecchi
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In this paper, the results of qualitative content research on postfeminist female representation in contemporary Western media (advertising, television series, films, social media) are presented. Female role models spectacularized in media culture are an important part of the development of social identities and could inspire new generations. Postfeminist cultural texts have given rise to heated debate between gender and media studies scholars. There are those who claim they are commercial products seeking to sell feminism to women, a feminism whose political and subversive role is completely distorted and linked to the commercial interests of the cosmetics, fashion, fitness and cosmetic surgery industries, in which women’s ‘power’ lies mainly in their power to seduce. There are those who consider them feminist manifestos because they represent independent ‘modern women’ free from male control who aspire to achieve professionally and overcome gender stereotypes like that of the ‘housewife-mother’. Major findings of the research show that feminist principles have been gradually absorbed by the cultural industry and adapted to its commercial needs, resulting in the dissemination of contradictory values. On the one hand, in line with feminist arguments, patriarchal ideology is condemned and the concepts of equality and equal opportunity between men and women are promoted. On the other hand, feminist principles and demands are ascribed to individualism, which translates into the slogan: women are free to decide for themselves, even to objectify their own bodies. In particular, it is observed that femvertising trend in media industry is changing female representation moving away from classic stereotypes: the feminine beauty ideal of slenderness, emphasized in the media since the seventies, is ultimately challenged by the ‘curvy’ body model, which is considered to be more inclusive and based on the concept of ‘natural beauty’. Another aspect of change is the ‘anti-romantic’ revolution performed by some heroines, who are not in search of Prince Charming, in television drama and in the film industry. In conclusion, although femvertising tends to simplify and trivialize the concepts characterizing fourth-wave feminism (‘intersectionality’ and ‘inclusion’), it is also a tendency that enables the challenging of media imagery largely based on male viewpoints, interests and desires.Keywords: feminine beauty ideal, femvertising, gender and media, postfeminism
Procedia PDF Downloads 150593 Geoelectrical Investigation Around Bomo Area, Kaduna State, Nigeria
Authors: B. S. Jatau, Baba Adama, S. I. Fadele
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Electrical resistivity investigation was carried out around Bomo area, Zaria, Kaduna state in order to study the subsurface geologic layer with a view of determining the depth to the bedrock and thickness of the geologic layers. Vertical Electrical Sounding (VES) using Schlumberger array was carried out at fifteen (15) VES stations. ABEM terrameter (SAS 300) was used for the data acquisition. The field data obtained have been analyzed using computer software (IPI2win) which gives an automatic interpretation of the apparent resistivity. The VES results revealed heterogeneous nature of the subsurface geological sequence. The geologic sequence beneath the study area is composed of hard pan top soil (clayey and sandy-lateritic), weathered layer, partly weathered or fractured basement and fresh basement. The resistivity value for the topsoil layer varies from 40Ωm to 450Ωm with thickness ranging from 1.25 to 7.5 m. The weathered basement has resistivity values ranging from 50Ωm to 593Ωm and thickness between 1.37 and 20.1 m. The fractured basement has resistivity values ranging from 218Ωm to 520Ωm and thickness of between 12.9 and 26.3 m. The fresh basement (bedrock) has resistivity values ranging from 1215Ωm to 2150Ωm with infinite depth. However, the depth of the earth’s surface to the bedrock surface varies between 2.63 and 34.99 m. The study further stressed the importance of the findings in civil engineering structures and groundwater prospecting.Keywords: electrical resistivity, CERT (CT), vertical electrical sounding (VES), top soil (TP), weathered basement (WB), partly weathered basement (PWB), fresh basement (FB)
Procedia PDF Downloads 327592 Enhancing Temporal Extrapolation of Wind Speed Using a Hybrid Technique: A Case Study in West Coast of Denmark
Authors: B. Elshafei, X. Mao
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The demand for renewable energy is significantly increasing, major investments are being supplied to the wind power generation industry as a leading source of clean energy. The wind energy sector is entirely dependable and driven by the prediction of wind speed, which by the nature of wind is very stochastic and widely random. This s0tudy employs deep multi-fidelity Gaussian process regression, used to predict wind speeds for medium term time horizons. Data of the RUNE experiment in the west coast of Denmark were provided by the Technical University of Denmark, which represent the wind speed across the study area from the period between December 2015 and March 2016. The study aims to investigate the effect of pre-processing the data by denoising the signal using empirical wavelet transform (EWT) and engaging the vector components of wind speed to increase the number of input data layers for data fusion using deep multi-fidelity Gaussian process regression (GPR). The outcomes were compared using root mean square error (RMSE) and the results demonstrated a significant increase in the accuracy of predictions which demonstrated that using vector components of the wind speed as additional predictors exhibits more accurate predictions than strategies that ignore them, reflecting the importance of the inclusion of all sub data and pre-processing signals for wind speed forecasting models.Keywords: data fusion, Gaussian process regression, signal denoise, temporal extrapolation
Procedia PDF Downloads 135591 Celebrating Community Heritage through the People’s Collection Wales: A Case Study in the Development of Collecting Traditions and Engagement
Authors: Gruffydd E. Jones
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The world’s largest collection of historical, cultural, and heritage material is unarchived and undocumented in the hands of the public. Not only does this material represent the missing collections in heritage sector archives today, but it is also the key to providing a diverse range of communities with the means to express their history in their own words and to celebrate their unique, personal heritage. The People’s Collection Wales (PCW) acts as a platform on which the heritage of Wales and her people can be collated and shared, at the heart of which is a thriving community engagement programme across a network of museums, archives, and libraries. By providing communities with the archival skillset commonly employed throughout the heritage sector, PCW enables local projects, societies, and individuals to express their understanding of local heritage with their own voices, empowering communities to embrace their diverse and complex identities around Wales. Drawing on key examples from the project’s history, this paper will demonstrate the successful way in which museums have been developed as hubs for community engagement where the public was at the heart of collection and documentation activities, informing collection and curatorial policies to benefit both the institute and its local community. This paper will also highlight how collections from marginalised, under-represented, and minority communities have been published and celebrated extensively around Wales, including adoption by the education system in classrooms today. Any activity within the heritage sector, whether of collection, preservation, digitisation, or accessibility, should be considerate of community engagement opportunities not only to remain relevant but in order to develop as community hubs, pivots around which local heritage is supported and preserved. Attention will be drawn to our digitisation workflow, which, through training and support from museums and libraries, has allowed the public not only to become involved but to actively lead the contemporary evolution of documentation strategies in Wales. This paper will demonstrate how the PCW online access archive is promoting museum collections, encouraging user interaction, and providing an invaluable platform on which a broader community can inform, preserve and celebrate their cultural heritage through their own archival material too. The continuing evolution of heritage engagement depends wholly on placing communities at the heart of the sector, recognising their wealth of cultural knowledge, and developing the archival skillset necessary for them to become archival practitioners of their own.Keywords: social history, cultural heritage, community heritage, museums, archives, libraries, community engagement, oral history, community archives
Procedia PDF Downloads 94590 Theoretical and Experimental Investigation of Heat Pipes for Solar Collector Applications
Authors: Alireza Ghadiri, Soheila Memarzadeh, Arash Ghadiri
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Heat pipes are efficient heat transfer devices for solar hot water heating systems. However, the effective downward transfer of solar energy in an integrated heat pipe system provides increased design and implementation options. There is a lack of literature about flat plate wicked assisted heat pipe solar collector, especially with the presence of finned water-cooled condenser wicked heat pipes for solar energy applications. In this paper, the consequence of incorporating fins arrays into the condenser region of screen mesh heat pipe solar collector is investigated. An experimental model and a transient theoretical model are conducted to compare the performances of the solar heating system at a different period of the year. A good agreement is shown between the model and the experiment. Two working fluids are investigated (water and methanol) and results reveal that water slightly outperforms methanol with a collector instantaneous efficiency of nearly 60%. That modest improvement is achieved by adding fins to the condenser region of the heat pipes. Results show that the collector efficiency increase as the number of fins increases (upon certain number) and reveal that the mesh number is an important factor which affect the overall collector efficiency. An optimal heat pipe mesh number of 100 meshes/in. With two layers appears to be favorable in such collectors for their design and operating conditions.Keywords: heat pipe, solar collector, capillary limit, mesh number
Procedia PDF Downloads 438589 Improving Similarity Search Using Clustered Data
Authors: Deokho Kim, Wonwoo Lee, Jaewoong Lee, Teresa Ng, Gun-Ill Lee, Jiwon Jeong
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This paper presents a method for improving object search accuracy using a deep learning model. A major limitation to provide accurate similarity with deep learning is the requirement of huge amount of data for training pairwise similarity scores (metrics), which is impractical to collect. Thus, similarity scores are usually trained with a relatively small dataset, which comes from a different domain, causing limited accuracy on measuring similarity. For this reason, this paper proposes a deep learning model that can be trained with a significantly small amount of data, a clustered data which of each cluster contains a set of visually similar images. In order to measure similarity distance with the proposed method, visual features of two images are extracted from intermediate layers of a convolutional neural network with various pooling methods, and the network is trained with pairwise similarity scores which is defined zero for images in identical cluster. The proposed method outperforms the state-of-the-art object similarity scoring techniques on evaluation for finding exact items. The proposed method achieves 86.5% of accuracy compared to the accuracy of the state-of-the-art technique, which is 59.9%. That is, an exact item can be found among four retrieved images with an accuracy of 86.5%, and the rest can possibly be similar products more than the accuracy. Therefore, the proposed method can greatly reduce the amount of training data with an order of magnitude as well as providing a reliable similarity metric.Keywords: visual search, deep learning, convolutional neural network, machine learning
Procedia PDF Downloads 215588 The Nature of Borrowings into Arabic during Different Historical Periods
Authors: Maria L. Swanson
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Language is a system which constantly changes and reflects social and cultural transformations of a speech community. If it is phonetic system, morphological patterns and syntactic arrangements undergo little charge and are not easily transferable from one language to another, the lexicon has a high degree of flexibility. Borrowings in Arabic have always been an interesting and important subject of study to various fields of linguistics, history and culturology, and there is quite number of works devoted to this subject (al-Khalīl, Sībawīḥ, Jeffery, Belkin, al-Maghribii, Holes, Stetkevich, el-Mawlūdī, between many others). At the same time, the history of borrowing has never been described as a process starting from its originating and up to the present time. Most of the researches study lexical and morphological adaptation of borrowed words for specific or several historical periods or delineate this process on the whole. Meanwhile, we have described the whole history of borrowings in Arabic with the brief depicting of lexical and morphological specifics for each historical period using quantitative method through dividing Arabic borrowings into several groups, basing on the specific of their adaptation of new vocabulary which is tightly related to the global transformations in the Arabic history. We explain reasons for borrowings of specific lexical layers for each historical period together with the description of its morphological specifics. We also use qualitative approach through performing statistics about the share of loan vocabulary in Arabic during different periods and the percentage of borrowings from donor languages. The history of a character and amount of borrowings is a good resource for theoretical and practical lexicography and morphology studies. It is also beneficial for researchers in the field of global and specific national, political and social developments, and different types of contacts.Keywords: anthropological linguistics, borrowings, historical linguistics, sociolinguistics
Procedia PDF Downloads 451587 Effectiveness of Lowering the Water Table as a Mitigation Measure for Foundation Settlement in Liquefiable Soils Using 1-g Scale Shake Table Test
Authors: Kausar Alam, Mohammad Yazdi, Peiman Zogh, Ramin Motamed
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An earthquake is an unpredictable natural disaster. It induces liquefaction, which causes considerable damage to the structure, life support, and piping systems because of ground settlement. As a result, people are incredibly concerned about how to resolve the situation. Previous researchers adopted different ground improvement techniques to reduce the settlement of the structure during earthquakes. This study evaluates the effectiveness of lowering the water table as a technique to mitigate foundation settlement in liquefiable soil. The performance will be evaluated based on foundation settlement and the reduction of excessive pore water pressure. In this study, a scaled model was prepared based on a full-scale shale table experiment conducted at the University of California, San Diego (UCSD). The model ground consists of three soil layers having a relative density of 55%, 45%, and 90%, respectively. A shallow foundation is seated over an unsaturated crust layer. After preparation of the model ground, the water table was measured to be at 45, 40, and 35 cm (from the bottom). Then, the input motions were applied for 10 seconds, with a peak acceleration of 0.25g and a constant frequency of 2.73 Hz. Based on the experimental results, the effectiveness of the lowering water table in reducing the foundation settlement and excess pore water pressure was evident. The foundation settlement was reduced from 50 mm to 5 mm. In addition, lowering the water table as a mitigation measure is a cost-effective way to decrease liquefaction-induced building settlement.Keywords: foundation settlement, ground water table, liquefaction, hake table test
Procedia PDF Downloads 113586 Antioxidant Defense Mechanisms in Murine Epidermis and Dermis and Their Responses to Ultraviolet Light
Authors: Ben Abderrahmane Ayoub El Fateh, Bnina Rachid
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A comprehensive comparison of antioxidant defenses in the dermis and epidermis and their response to exposure to ultraviolet (UV) irradiation has not previously been attempted. In this study, enzymic and non-enzymic antioxidants in epidermis and dermis of hairless mice were compared. Enzyme activities are presented both as units/gram of skin and units/milligram of protein; arguments are presented for the superiority of skin wet weight as a reference base. Catalase, glutathione peroxidase, and glutathione reductase (units/gram of skin) were higher in the epidermis than dermis by 49%, 86%, and 74%, respectively. Superoxide dismutase did not follow this pattern. Lipophilic antioxidants ( -tocopherol, ubiquinol 9, and ubiquinone 9) and hydrophilic antioxidants (ascorbic acid, dehydroascorbic acid, and glutathione) were 24–95% higher in the epidermis than in dermis. In contrast, oxidized glutathione was 60% lower in the epidermis than in dermis. Mice were irradiated with solar light to examine the response of these cutaneous layers to UV irradiation. After irradiation with 25 J/cm2 (UVA + UVB, from a solar simulator), 10 times the minimum erythemal dose, epidermal and dermal catalase and superoxide dismutase activities were greatly decreased. Tocopherol, ubiquinol 9, ubiquinone 9, ascorbic acid, dehydroascorbic acid, and reduced glutathione decreased in both epidermis and dermis by 26-93%. Oxidizedgiutathione showed a slight, non-significant increase. Because the reduction in total ascorbate and catalase was much more severe in the epidermis than dermis, it can be concluded that UV light is more damaging to the antioxidant defenses in the epidermis than in the dermis.Keywords: antioxidant defenses, enzymic, epidermis, oxidizedgiutathione
Procedia PDF Downloads 439585 Bridging the Gap and Widening the Divide
Authors: Lerato Dixon, Thorsten Chmura
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This paper explores whether ethnic identity in Zimbabwe leads to discriminatory behaviour and the degree to which a norm-based intervention can shift this discriminatory behaviour. Social Identity Theory suggests that group identity can lead to favouritism towards the in-group and discriminatory behaviour towards the out-group. Agents yield higher utility from maintaining positive self-esteem by confirming with group behaviour. This paper focuses on the two majority ethnic groups in Zimbabwe – the Ndebele and Shona. Racial identities are synonymous with the language spoken. Zimbabwe’s history highlights how identity formation took place. As following independence, political parties became recognised as either Ndebele or Shona-speaking. It is against this backdrop that this study investigates the degree to which norm-based nudge can alter behaviour. This paper uses experimental methods to analyse discriminatory behaviour between two naturally occurring ethnic groups in Zimbabwe. In addition, we investigate if social norm-based interventions can shift discriminatory behaviour to understand if the divide between these two identity groups can be further divided or healed. Participants are randomly assigned into three groups to receive information regarding a social norm. We compare the effect of a proscriptive social norm-based intervention, stating what shouldn't be done and prescriptive social norms as interventions, stating what should be done. Specifically, participants are either shown the socially appropriate (Heal) norm, the socially inappropriateness (Divide) norm regarding interethnic marriages or no norm-based intervention. Following the random assignment into intervention groups, participants take part in the Trust Game. We conjecture that discrimination will shift in accordance with the prevailing social norm. Instead, we find evidence of interethnic discriminatory behaviour. We also find that trust increases when interacting with Ndebele, Shona and Zimbabwean participants following the Heal intervention. However, if the participant is Shona, the Heal intervention decreases trust toward in-groups and Zimbabwean co-players. On the other hand, if the participant is Shona, the Divide treatment significantly increases trust toward Ndebele participants. In summary, we find evidence that norm-based interventions significantly change behaviour. However, the prescriptive norm-based intervention (Heal) decreases trust toward the in-group, out-group and national identity group if the participant is Shona – therefore having an adverse effect. In contrast, the proscriptive Divide treatment increases trust if the participant is Shona towards Ndebele co-players. We conclude that norm-based interventions have a ‘rebound’ effect by altering behaviour in the opposite direction.Keywords: discrimination, social identity, social norm-based intervention, zimbabwe
Procedia PDF Downloads 250584 Modelling Interactions between Saturated and Unsaturated Zones by Hydrus 1D, Plain of Kairouan, Central Tunisia
Authors: Mariem Saadi, Sabri Kanzari, Adel Zghibi
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In semi-arid areas like the Kairouan region, the constant irrigation with saline water and the overuse of groundwater resources, soils and aquifers salinization has become an increasing concern. In this study, a methodology has been developed to evaluate the groundwater contamination risk based on the unsaturated zone hydraulic properties. Two soil profiles with different ranges of salinity, one located in the north of the plain and another one in the south of plain (each 30 m deep) and both characterized by direct recharge of the aquifer were chosen. Simulations were conducted with Hydrus-1D code using measured precipitation data for the period 1998-2003 and calculated evapotranspiration for both chosen profiles. Four combinations of initial conditions of water content and salt concentration were used for the simulation process in order to find the best match between simulated and measured values. The success of the calibration of Hydrus-1D allowed the investigation of some scenarios in order to assess the contamination risk under different natural conditions. The aquifer risk contamination is related to the natural conditions where it increased while facing climate change and temperature increase and decreased in the presence of a clay layer in the unsaturated zone. Hydrus-1D was a useful tool to predict the groundwater level and quality in the case of a direct recharge and in the absence of any information related to the soil layers except for the texture.Keywords: Hydrus-1D, Kairouan, salinization, semi-arid region, solute transport, unsaturated zone
Procedia PDF Downloads 183583 Accelerating Quantum Chemistry Calculations: Machine Learning for Efficient Evaluation of Electron-Repulsion Integrals
Authors: Nishant Rodrigues, Nicole Spanedda, Chilukuri K. Mohan, Arindam Chakraborty
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A crucial objective in quantum chemistry is the computation of the energy levels of chemical systems. This task requires electron-repulsion integrals as inputs, and the steep computational cost of evaluating these integrals poses a major numerical challenge in efficient implementation of quantum chemical software. This work presents a moment-based machine-learning approach for the efficient evaluation of electron-repulsion integrals. These integrals were approximated using linear combinations of a small number of moments. Machine learning algorithms were applied to estimate the coefficients in the linear combination. A random forest approach was used to identify promising features using a recursive feature elimination approach, which performed best for learning the sign of each coefficient but not the magnitude. A neural network with two hidden layers were then used to learn the coefficient magnitudes along with an iterative feature masking approach to perform input vector compression, identifying a small subset of orbitals whose coefficients are sufficient for the quantum state energy computation. Finally, a small ensemble of neural networks (with a median rule for decision fusion) was shown to improve results when compared to a single network.Keywords: quantum energy calculations, atomic orbitals, electron-repulsion integrals, ensemble machine learning, random forests, neural networks, feature extraction
Procedia PDF Downloads 113582 Performance and Processing Evaluation of Solid Oxide Cells by Co-Sintering of GDC Buffer Layer and LSCF Air Electrode
Authors: Hyun-Jong Choi, Minjun Kwak, Doo-Won Seo, Sang-Kuk Woo, Sun-Dong Kim
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Solid Oxide Cell(SOC) systems can contribute to the transition to the hydrogen society by utilized as a power and hydrogen generator by the electrochemical reaction with high efficiency at high operation temperature (>750 ℃). La1-xSrxCo1-yFeyO3, which is an air electrode, is occurred stability degradations due to reaction and delamination with yittria stabilized zirconia(YSZ) electrolyte in a water electrolysis mode. To complement this phenomenon SOCs need gadolinium doped ceria(GDC) buffer layer between electrolyte and air electrode. However, GDC buffer layer requires a high sintering temperature and it causes a reaction with YSZ electrolyte. This study carried out low temperature sintering of GDC layer by applying Cu-oxide as a sintering aid. The effect of a copper additive as a sintering aid to lower the sintering temperature for the construction of solid oxide fuel cells (SOFCs) was investigated. GDC buffer layer with 0.25-10 mol% CuO sintering aid was prepared by reacting GDC power and copper nitrate solution followed by heating at 600 ℃. The sintering of CuO-added GDC powder was optimized by investigating linear shrinkage, microstructure, grain size, ionic conductivity, and activation energy of CuO-GDC electrolytes at temperatures ranging from 1100 to 1400 ℃. The sintering temperature of the CuO-GDC electrolyte decreases from 1400 ℃ to 1100 ℃ by adding the CuO sintering aid. The ionic conductivity of the CuO-GDC electrolyte shows a maximum value at 0.5 mol% of CuO. However, the addition of CuO has no significant effects on the activation energy of GDC electrolyte. GDC-LSCF layers were co-sintering at 1050 and 1100 ℃ and button cell tests were carried out at 750 ℃.Keywords: Co-Sintering, GDC-LSCF, Sintering Aid, solid Oxide Cells
Procedia PDF Downloads 245581 Electrospun Alginate Nanofibers Containing Spirulina Extract Double-Layered with Polycaprolactone Nanofibers
Authors: Seon Yeong Byeon, Hwa Sung Shin
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Nanofibrous sheets are of interest in the beauty industries due to the properties of moisturizing, adhesion to skin and delivery of nutrient materials. The benefit and function of the cosmetic products should not be considered without safety thus a non-toxic manufacturing process is ideal when fabricating the products. In this study, we have developed cosmetic patches consisting of alginate and Spirulina extract, a marine resource which has antibacterial and antioxidant effects, without addition of harmful cross-linkers. The patches obtained their structural stabilities by layer-upon-layer electrospinning of an alginate layer on a formerly spread polycaprolactone (PCL) layer instead of crosslinking method. The morphological characteristics, release of Spirulina extract, water absorption, skin adhesiveness and cytotoxicity of the double-layered patches were assessed. The image of scanning electron microscopy (SEM) showed that the addition of Spirulina extract has made the fiber diameter of alginate layers thinner. Impregnation of Spirulina extract increased their hydrophilicity, moisture absorption ability and skin adhesive ability. In addition, wetting the pre-dried patches resulted in releasing the Spirulina extract within 30 min. The patches were detected to have no cytotoxicity in the human keratinocyte cell-based MTT assay, but rather showed increased cell viability. All the results indicate the bioactive and hydro-adhesive double-layered patches have an excellent applicability to bioproducts for personal skin care in the trend of ‘A mask pack a day’.Keywords: alginate, cosmetic patch, electrospun nanofiber, polycaprolactone, Spirulina extract
Procedia PDF Downloads 347580 Experimental Investigation on Flexural Properties of Bamboo Fibres Polypropylene Composites
Authors: Tigist Girma Kidane, Yalew Dessalegn Asfaw
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Abstract: The current investigation aims to measure the longitudinal and transversal three-point bending tests of bamboo fibres polypropylene composites (BFPPCs) for the application of the automobile industry. Research has not been done on the properties of Ethiopian bamboo fibres for the utilization of composite development. The samples of bamboo plants have been harvested in 3–groups of age, 2–harvesting seasons, and 3–regions of bamboo species. Roll milling machine used for the extraction of bamboo fibres which has been developed by the authors. Chemical constituents measured using gravimetric methods. Unidirectional bamboo fibres prepreg has been produced using PP and hot press machine, then BFPPCs were produced using 6 layers of prepregs at automatic hot press machine. Age, harvesting month, and bamboo species have a statistically significant effect on the longitudinal and transverse flexural strength (FS), modulus of elasticity (MOE), and failure strain at α = 0.05 as evaluated by one-way ANOVA. 2–yrs old of BFPPCs have the highest FS and MOE, whereas November has the highest value of flexural properties. The highest to the lowest FS and MOE of BFPPCs has measured in Injibara, Mekaneselam, and Kombolcha, respectively. The transverse 3-point bending test has a lower FS and MOE compared to the longitudinal direction. The chemical constituents of Injibara, Mekaneselam, and Kombolcha have the highest to the lowest, respectively. 2-years old of bamboo fibres has the highest chemical constituent. The chemical constituents improved the flexural properties. Bamboo fibres in Ethiopia can be relevant for composite development, which has been applied in the area of requiring higher flexural properties.Keywords: age, bamboo species, flexural properties, harvesting season, polypropylene
Procedia PDF Downloads 51579 Subjectivity in Miracle Aesthetic Clinic Ambient Media Advertisement
Authors: Wegig Muwonugroho
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Subjectivity in advertisement is a ‘power’ possessed by advertisements to construct trend, concept, truth, and ideology through subconscious mind. Advertisements, in performing their functions as message conveyors, use such visual representation to inspire what’s ideal to the people. Ambient media is advertising medium making the best use of the environment where the advertisement is located. Miracle Aesthetic Clinic (Miracle) popularizes the visual representation of its ambient media advertisement through the omission of face-image of both female mannequins that function as its ambient media models. Usually, the face of a model in advertisement is an image commodity having selling values; however, the faces of ambient media models in Miracle advertisement campaign are suppressed over the table and wall. This face concealing aspect creates not only a paradox of subjectivity but also plurality of meaning. This research applies critical discourse analysis method to analyze subjectivity in obtaining the insight of ambient media’s meaning. First, in the stage of textual analysis, the embedding attributes upon female mannequins imply that the models are denoted as the representation of modern women, which are identical with the identities of their social milieus. The communication signs aimed to be constructed are the women who lose their subjectivities and ‘feel embarrassed’ to flaunt their faces to the public because of pimples on their faces. Second, in the stage of analysis of discourse practice, it points out that ambient media as communication media has been comprehensively responded by the targeted audiences. Ambient media has a role as an actor because of its eyes-catching setting, and taking space over the area where the public are wandering around. Indeed, when the public realize that the ambient media models are motionless -unlike human- stronger relation then appears, marked by several responses from targeted audiences. Third, in the stage of analysis of social practice, soap operas and celebrity gossip shows on the television become a dominant discourse influencing advertisement meaning. The subjectivity of Miracle Advertisement corners women by the absence of women participation in public space, the representation of women in isolation, and the portrayal of women as an anxious person in the social rank when their faces suffered from pimples. The Ambient media as the advertisement campaign of Miracle is quite success in constructing a new trend discourse of face beauty that is not limited on benchmarks of common beauty virtues, but the idea of beauty can be presented by ‘when woman doesn’t look good’ visualization.Keywords: ambient media, advertisement, subjectivity, power
Procedia PDF Downloads 321