Search results for: emotions and content
5444 Investigation on the Changes in the Chemical Composition and Ecological State of Soils Contaminated with Heavy Metals
Authors: Metodi Mladenov
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Heavy metals contamination of soils is a big problem mainly as a result of industrial production. From this point of view, this is of interests the processes for decontamination of soils for crop of production with low content of heavy metals and suitable for consumption from the animals and the peoples. In the current article, there are presented data for established changes in chemical composition and ecological state on soils contaminated from non-ferrous metallurgy manufacturing, for seven years time period. There was done investigation on alteration of pH, conductivity and contain of the next elements: As, Cd, Cu, Cr, Ni, Pb, Zn, Co, Mn and Al. Also, there was done visual observations under the processes of recovery of root-inhabitable soil layer and reforestation. Obtained data show friendly changes for the investigated indicators pH and conductivity and decreasing of content of some form analyzed elements. Visual observations show augmentation of plant cover areas and change in species structure with increase of number of shrubby and wood specimens.Keywords: conductivity, contamination of soils, chemical composition, inductively coupled plasma–optical emission spectrometry, heavy metals, visual observation
Procedia PDF Downloads 1805443 The Production, Negotiation and Resistance of Short Video Producers
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Based on the question of, "Are short video creators who are digital workers controlled by platform rules?" this study discusses the specific ways of platform rules control and the impact on short video creators. Based on the theory of digital labor, this paper adopts the method of in-depth interview and participant observation and chooses 24 producers of short video content of Tiktok to conduct in-depth interview. At the same time, through entering the short video creation field, the author carries on the four-month field investigation, obtains the creation process related data, and analyzes how the short video creator, as the digital labor, is controlled by the platform rule, as well as the creator in this process of compromise and resistance, a more comprehensive presentation of the short video creators of the labor process. It is found that the short video creators are controlled by the platform rules, mainly in the control of traffic rules, and the creators create content, compromise and resist under the guidance of traffic. First, while the platform seems to offer a flexible and autonomous way for creators to monetize, the threshold for participating in the event is actually very high for creators, and the rules for monetizing the event are vague. Under the influence of the flow rule, the creator is faced unstable incomes and high costs. Therefore, creators have to follow the rules of traffic to guide their own creation, began to flow-oriented content production, mainly reflected in the need to keep up-to-date, the pursuit of traffic to ride on the hot spots, in order to flow regardless, set up people "Born for the show", by the label solidified content creation. Secondly, the irregular working hours lead to the extension and overwork of the working hours, which leads to the internal friction of the short video creators at the spiritual level, and finally leads to the Rat Race of video creation. Thirdly, the video creator has completed the internalization and compromise of the platform rules in practice, which promotes the creator to continue to create independently, and forms the intrinsic motive force of the creator. Finally, the rule-controlled short video creators resist and fight in flexible ways, make use of the mechanism and rules of the platform to carry on the second creation, carry on the routine production, purchase the false flow, transfer the creation position to maintain own creation autonomy.Keywords: short videos, tiktok, production, digital labors
Procedia PDF Downloads 605442 Affect and Helping Behavior as Explanatory Account of the Relationship between Psychological Safety and Supervisor Satisfaction
Authors: Mariam Musaddiq, Muhammad Ali Asadullah
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Psychological safety is referred as a 'nonthreatening' and 'predictable' work environment leading employees, particularly interested to contribute positively to the organization, to engage and express their true selves at work without suffering negative results. We posit that the employee who is feeling psychologically safe experiences positive emotions, feels happy and shows helping behavior towards his coworkers and supervisors. Particularly, the supervisor reciprocates this helping behavior in form of greater satisfaction to the employee showing helping behavior. We tested our hypothesis in light of Feedback system theory and functional motive theory. We collected data from 453 employees and their supervisor in Pakistani hotels and restaurants through survey method. Result showed that positive affect and helping behavior mediate the relationship between psychological safety and supervisor satisfaction. Cross sectional design of the study is a major limitation of the study. Moreover, we focused on psychological safety only that is one of three dimensions of psychological conditions.Keywords: affect, helping behavior, psychological safety, supervisor, supervisor satisfaction
Procedia PDF Downloads 4145441 Improvement in Safety Profile of Semecarpus Anacardium Linn by Shodhana: An Ayurvedic Purification Method
Authors: Umang H. Gajjar, K. M. Khambholja, R. K. Patel
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Semecarpus anacardium shows the presence of bioflavonoids, phenolic compounds, bhilawanols, minerals, vitamins and amino acids. Detoxified S. anacardium and its oils are considered to have anti-inflammatory properties and used in nervous debility, neuritis, rheumatism and leprous modules. S. anacardium if used without purification causes toxic skin inflammation problem because it contains toxic phenolic oil. During this Shodhana Process - An ayurvedic purification method, toxic phenolic oil was removed, have marked effect on the concentration of the phytoconstituent & antioxidant activity of S. anacardium. Total phenolic content decreased up to 70 % (from 28.9 %w/w to 8.94 %w/w), while there is a negligible effect on the concentration of total flavonoid (7.51 %w/w to 7.43 %w/w) and total carbohydrate (0.907 %w/w to 0.853 % w/w) content. IC50& EC50 value of extract of S. anacardium before and after purification are 171.7 & 314.3 while EC50values are 280.μg/ml & 304. μg/ml, shows that antioxidant activity of S. anacardium is decreased but the safety profile of the drug is increased as the toxic phenolic oil was removed during Shodhana - An ayurvedic purification method.Keywords: Semecarpus anacardium, Shodhana process, safety profile, improvement
Procedia PDF Downloads 2575440 The Comparison of Safety Factor in Dry and Rainy Condition at Coal Bearing Formation. Case Study: Lahat Area South Sumatera Province, Indonesia
Authors: Teguh Nurhidayat, Nurhamid, Dicky Muslim, Zufialdi Zakaria, Irvan Sophian
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This paper presents the role of climate change as the factor that induces landslide. Case study is located at Lahat Regency, South Sumatera Province, Indonesia. Study area has high economic value of coal reserves (mostly subbituminous – bituminous), which is developable for open pit coal mining in the future. Seams are found in Muara Enim Formation. This formation is at south Sumatera basin which is formed at Tertiary as a result of collision between the indian plate and eurasian plate. South Sumatera basin which is a basin located in back arc basin. This study aims to unravel the relationship between slope stability with different season condition in tropical climate. Undisturbed soil samples were obtained in the field along with other geological data. Laboratory works were carried out to obtain physical and mechanical properties of soils. Methodology to analyze slope stability is bishop method. Bishop methods are used to identify safety factor of slope. Result shows that slopes in rainy season conditions are more prone to landslides than in dry season. In the dry seasons with moisture content is 22.65%, safety factor is 1.28 the slope in stable condition. If rain is approaching with moisture content increasing to 97.8%, the slope began to be critical. On wet condition groundwater levels is increased, followed by γ (unit weight), c (cohesion), and φ (angle of friction) at 18.04, 5,88 kN/m2, and 28,04°, respectively, which ultimately determines the security factor FS to be 1.01 (slope in unstable conditions).Keywords: rainfall, moisture content, slope analysis, landslide prone
Procedia PDF Downloads 3135439 Significance of Personnel Recruitment in Implementation of Computer Aided Design Curriculum of Architecture Schools
Authors: Kelechi E. Ezeji
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The inclusion of relevant content in curricula of architecture schools is vital for attainment of Computer Aided Design (CAD) proficiency by graduates. Implementing this content involves, among other variables, the presence of competent tutors. Consequently, this study sought to investigate the importance of personnel recruitment for inclusion of content vital to the implementation of CAD in the curriculum for architecture education. This was with a view to developing a framework for appropriate implementation of CAD curriculum. It was focused on departments of architecture in universities in south-east Nigeria which have been accredited by National Universities Commission. Survey research design was employed. Data were obtained from sources within the study area using questionnaires, personal interviews, physical observation/enumeration and examination of institutional documents. A multi-stage stratified random sampling method was adopted. The first stage of stratification involved random sampling by balloting of the departments. The second stage involved obtaining respondents’ population from the number of staff and students of sample population. Chi Square analysis tool for nominal variables and Pearson’s product moment correlation test for interval variables were used for data analysis. With ρ < 0.5, the study found significant correlation between the number of CAD literate academic staff and use of CAD in design studio/assignments; that increase in the overall number of teaching staff significantly affected total CAD credit units in the curriculum of the department. The implications of these findings were that for successful implementation leading to attainment of CAD proficiency to occur, CAD-literacy should be a factor in the recruitment of staff and a policy of in-house training should be pursued.Keywords: computer-aided design, education, personnel recruitment, curriculum
Procedia PDF Downloads 2105438 Effect of Packaging Treatment and Storage Condition on Stability of Low Fat Chicken Burger
Authors: Mohamed Ahmed Kenawi Abdallah
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Chemical composition, cooking loss, shrinkage value, texture coefficient indices, Feder value, microbial examination, and sensory evaluation were done in order to examine the effect of adding 15% germinated quinoa seeds flour as extender to chicken wings meat to produce low fat chicken burger, packaged in two different packing materials and stored frozen for nine months. The data indicated reduction in the moisture content, crude either extract, and increase in the ash content, pH value, and total acidity for the samples extended by quinoa flour compared with the control one. The data showed that the extended samples with quinoa flour had the lowest values of TBA, cooking loss, and shrinkage value compared with the control ones. The data also revealed that, the sample contained quinoa flour had total bacterial count and psychrophilic bacterial count lower than the control sample. In addition, it has higher evaluation values for overall acceptability than the control one.Keywords: chicken wings, low fat chicken burger, quinoa flour, vacuum packaging.
Procedia PDF Downloads 1025437 Effect of Natural and Urban Environments on the Perception of Thermal Pain – Experimental Research Using Virtual Environments
Authors: Anna Mucha, Ewa Wojtyna, Anita Pollak
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The environment in which an individual resides and observes may play a meaningful role in well-being and related constructs. Contact with nature may have a positive influence of natural environments on individuals, impacting mood and psychophysical sensations, such as pain relief. Conversely, urban settings, dominated by concrete elements, might lead to mood decline and heightened stress levels. Similarly, the situation may appear in the case of the perception of virtual environments. However, this is a topic that requires further exploration, especially in the context of relationships with pain. The aforementioned matters served as the basis for formulating and executing the outlined experimental research within the realm of environmental psychology, leveraging new technologies, notably virtual reality (VR), which is progressively gaining prominence in the domain of mental health. The primary objective was to investigate the impact of a simulated virtual environment, mirroring a natural setting abundant in greenery, on the perception of acute pain induced by thermal stimuli (high temperature) – encompassing intensity, unpleasantness, and pain tolerance. Comparative analyses were conducted between the virtual natural environment (intentionally constructed in the likeness of a therapeutic garden), virtual urban environment, and a control group devoid of virtual projections. Secondary objectives aimed to determine the mutual relationships among variables such as positive and negative emotions, preferences regarding virtual environments, sense of presence, and restorative experience in the context of the perception of presented virtual environments and induced thermal pain. The study encompassed 126 physically healthy Polish adults, distributing 42 individuals across each of the three comparative groups. Oculus Rift VR technology and the TSA-II neurosensory analyzer facilitated the experiment. Alongside demographic data, participants' subjective feelings concerning virtual reality and pain were evaluated using the Visual Analogue Scale (VAS), the original Restorative Experience in the Virtual World questionnaire (Doświadczenie Regeneracji w Wirtualnym Świecie), and an adapted Slater-Usoh-Steed (SUS) questionnaire. Results of statistical and psychometric analyses, such as Kruskal-Wallis tests, Wilcoxon tests, and contrast analyses, underscored the positive impact of the virtual natural environment on individual pain perception and mood. The virtual natural environment outperformed the virtual urban environment and the control group without virtual projection, particularly in subjective pain components like intensity and unpleasantness. Variables such as restorative experience, sense of presence and virtual environment preference also proved pivotal in pain perception and pain tolerance threshold alterations, contingent on specific conditions. This implies considerable application potential for virtual natural environments across diverse realms of psychology and related fields, among others as a supportive analgesic approach and a form of relaxation following psychotherapeutic sessions.Keywords: environmental psychology, nature, acute pain, emotions, vitrual reality, virtual environments
Procedia PDF Downloads 635436 Comparison of Oven and Microwave Drying on Phenolic Contents and Antioxidant Activities of Red Delicious and Golden Delicious Apples
Authors: Gulcin Yildiz, Gokcen Izli
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Drying (dehydration) is the process of removing water from food in order to preserve the food. Drying is one of the oldest methods known for the preservation of agricultural products such as fruits and vegetables. Drying of agricultural products enhances their storage life, minimizes losses during storage, and save shipping and transportation costs. Apples are considered excellent candidates for drying. The objective of this research was to investigate the effects of microwave and oven processing on the quality of selected apple products. Red delicious and golden delicious apples were washed, peeled, and sliced. Drying experiments were performed in an oven at 50, 75 and 100 °C and in a microwave at 140 W and 210 W. Quality attributes such as color, total phenolic content and antioxidant capacity of dried samples with different methods were compared with the fresh sample. A Minolta CR-300 Chroma Meter was used to examine color changes in the apples. Total phenolic content was determined using the Folin-Ciocalteu reagent. The free radical scavenging activity of the extract was determined using 1,1-diphenyl-2-picrylhydrazyl (DPPH). It was found that the phenolic contents and antioxidant capacities of dried samples under all drying conditions were decreased compared to the fresh samples. The phenolic contents of microwave dried samples at 140 W and 210 W for both red and golden delicious apples were higher than those of the oven drying at 50, 75 and 100 °C. Similarly, the antioxidant activities of microwave dried samples at 140 W and 210 W were higher than those of the oven drying at 50, 75 and 100 °C for both types of apples. All color parameters (L*, a*, b*) were changed significantly depending on the drying methods and temperatures. The closest color values to the fresh sample were found for the microwave dried samples at 140 W. Microwave drying was proven to be more effective than oven drying.Keywords: antioxidant capacity, color, golden delicious, microwave, red delicious, total phenolic content
Procedia PDF Downloads 2365435 Experimental Assessment of Polypropylene Plastic Aggregates(PPA) for Pavement Construction: Their Mechanical Properties via Marshall Test
Authors: Samiullah Bhatti, Safdar Abbas Zaidi, Syed Murtaza Ali Jafri
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This research paper presents the results of using plastic aggregate in flexible pavement. Plastic aggregates have been prepared with polypropylene (PP) recycled products and have been tested with Marshall apparatus. Grade 60/70 bitumen has been chosen for this research with a total content of 2.5 %, 3 % and 3.5 %. Plastic aggregates are mixed with natural aggregates with different proportions and it ranges from 10 % to 100 % with an increment of 10 %. Therefore, a total of 10 Marshall cakes were prepared with plastic aggregates in addition to a standard pavement sample. In total 33 samples have been tested for Marshall stability, flow and voids in mineral aggregates. The results show an increase in the value when it changes from 2.5 % bitumen to 3 % and after then it goes again toward declination. Thus, 3 % bitumen content has been found as the most optimum value for flexible pavements. Among all the samples, 20 % PP aggregates sample has been found satisfactory with respect to all the standards provided by ASTM. Therefore, it is suggested to use 20 plastic aggregates in flexible pavement construction. A comparison of bearing capacity and skid resistance is also observed.Keywords: marshall test, polypropylene plastic, plastic aggregates, flexible pavement alternative, recycling of plastic waste
Procedia PDF Downloads 1435434 Long-Term Durability of Roller-Compacted Concrete Pavement
Authors: Jun Hee Lee, Young Kyu Kim, Seong Jae Hong, Chamroeun Chhorn, Seung Woo Lee
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Roller-compacted concrete pavement (RCCP), an environmental friendly pavement of which load carry capacity benefitted from both hydration and aggregate interlock from roller compacting, demonstrated a superb structural performance for a relatively small amount of water and cement content. Even though an excellent structural performance can be secured, it is required to investigate roller-compacted concrete (RCC) under environmental loading and its long-term durability under critical conditions. In order to secure long-term durability, an appropriate internal air-void structure is required for this concrete. In this study, a method for improving the long-term durability of RCCP is suggested by analyzing the internal air-void structure and corresponding durability of RCC. The method of improving the long-term durability involves measurements of air content, air voids, and air-spacing factors in RCC that experiences changes in terms of type of air-entraining agent and its usage amount. This test is conducted according to the testing criteria in ASTM C 457, 672, and KS F 2456. It was found that the freezing-thawing and scaling resistances of RCC without any chemical admixture was quite low. Interestingly, an improvement of freezing-thawing and scaling resistances was observed for RCC with appropriate the air entraining (AE) agent content; Relative dynamic elastic modulus was found to be more than 80% for those mixtures. In RCC with AE agent mixtures, large amount of air was distributed within a range of 2% to 3%, and an air void spacing factor ranging between 200 and 300 μm (close to 250 μm, recommended by PCA) was secured. The long-term durability of RCC has a direct relationship with air-void spacing factor, and thus it can only be secured by ensuring the air void spacing factor through the inclusion of the AE in the mixture.Keywords: durability, RCCP, air spacing factor, surface scaling resistance test, freezing and thawing resistance test
Procedia PDF Downloads 2535433 Extremism among College and High School Students in Moscow: Diagnostics Features
Authors: Puzanova Zhanna Vasilyevna, Larina Tatiana Igorevna, Tertyshnikova Anastasia Gennadyevna
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In this day and age, extremism in various forms of its manifestation is a real threat to the world community, the national security of a state and its territorial integrity, as well as to the constitutional rights and freedoms of citizens. Extremism, as it is known, in general terms described as a commitment to extreme views and actions, radically denying the existing social norms and rules. Supporters of extremism in the ideological and political struggles often adopt methods and means of psychological warfare, appeal not to reason and logical arguments, but to emotions and instincts of the people, to prejudices, biases, and a variety of mythological designs. They are dissatisfied with the established order and aim at increasing this dissatisfaction among the masses. Youth extremism holds a specific place among the existing forms and types of extremism. In this context in 2015, we conducted a survey among Moscow college and high school students. The aim of this study was to determine how great or small is the difference in understanding and attitudes towards extremism manifestations, inclination and readiness to take part in extremist activities and what causes this predisposition, if it exists. We performed multivariate analysis and found the Russian college and high school students' opinion about the extremism and terrorism situation in our country and also their cognition on these topics. Among other things, we showed, that the level of aggressiveness of young people were not above the average for the whole population. The survey was conducted using the questionnaire method. The sample included college and high school students in Moscow (642 and 382, respectively) by method of random selection. The questionnaire was developed by specialists of RUDN University Sociological Laboratory and included both original questions (projective questions, the technique of incomplete sentences), and the standard test Dayhoff S. to determine the level of internal aggressiveness. It is also used as an experiment, the technique of study option using of FACS and SPAFF to determine the psychotypes and determination of non-verbal manifestations of emotions. The study confirmed the hypothesis that in respondents’ opinion, the level of aggression is higher today than a few years ago. Differences were found in the understanding of and respect for such social phenomena as extremism, terrorism, and their danger and appeal for the two age groups of young people. Theory of psychotypes, SPAFF (specific affect cording system) and FACS (facial action cording system) are considered as additional techniques for the diagnosis of a tendency to extreme views. Thus, it is established that diagnostics of acceptance of extreme views among young people is possible thanks to simultaneous use of knowledge from the different fields of socio-humanistic sciences. The results of the research can be used in a comparative context with other countries and as a starting point for further research in the field, taking into account its extreme relevance.Keywords: extremism, youth extremism, diagnostics of extremist manifestations, forecast of behavior, sociological polls, theory of psychotypes, FACS, SPAFF
Procedia PDF Downloads 3375432 Analyzing the Efficiency of Initiatives Taken against Disinformation during Election Campaigns: Case Study of Young Voters
Authors: Fatima-Zohra Ghedir
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Social media platforms have been actively working on solutions and combined their efforts with media, policy makers, educators and researchers to protect citizens and prevent interferences in information, political discourses and elections. Facebook, for instance, deleted fake accounts, implemented fake accounts and fake content detection algorithms, partnered with news agencies to manually fact check content and changed its newsfeeds display. Twitter and Instagram regularly communicate on their efforts and notify their users of improvements and safety guidelines. More funds have been allocated to media literacy programs to empower citizens in prevision of the coming elections. This paper investigates the efficiency of these initiatives and analyzes the metrics to measure their success or failure. The objective is also to determine the segments of population more prone to fall in disinformation traps during the elections despite the measures taken over the last four years. This study will also examine the groups who were positively impacted by these measures. This paper relies on both desk and field methodologies. For this study, a survey was administered to French students aged between 17 and 29 years old. Semi-guided interviews were conducted on a similar audience. The analysis of the survey and of the interviews show that respondents were exposed to the initiatives described above and are aware of the existence of disinformation issues. However, they do not understand what disinformation really entails or means. For instance, for most of them, disinformation is synonymous of the opposite point of view without taking into account the truthfulness of the content. Besides, they still consume and believe the information shared by their friends and family, with little questioning about the ways their closed ones get informed.Keywords: democratic elections, disinformation, foreign interference, social media, success metrics
Procedia PDF Downloads 1095431 Macronutrient Accumulation and Partitioning for Six Wheat Genotypes Grown at Contrasting Nitrogen Supply
Authors: E. Chakwizira, D. J. Moot, M. Andrews, E. Teixeira
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Partitioning of macro-nutrients in wheat (Triticum aestivum L.) plant organs have not been extensively studied, particularly for modern genotypes grown under contrasting N supply. Nutrient accumulation and partitioning of phosphorus, potassium, calcium, magnesium and sulphur (P, K, Ca, Mg and S) were determined for six wheat genotypes [12S2-2021, 12S3-3019, 13S3-2026, Discovery, Duchess and Reliance] grown with (200 kg/ha) or without (0 kg/ha) nitrogen (N), in a fully irrigated field experiment in 2017-18 season at Lincoln, New Zealand. Data were collected at three growth stages (GS): tillering (GS21), anthesis (GS60) and grain maturity (GS92). Grain yield varied with both N and genotype; from 6-7.5 t/ha for the 0 kg N/ha crops and 8.1-9.3 t/ha for the 200 kg N/ha treatments. Plant nutrient uptake at maturity responded to both N supply and genotype for all nutrients, except S which did not differ among the genotypes. For example, total P uptake averaged 13.5 (12.4-14.3) kg/ha for the 0 kg N/ha treatments and 17.8 (15.1-19.7) kg/ha when 200 kg N/ha was applied. Similarly, K uptake increased from an average of 23 (21.6-25.3) for the 0 kg N/ha treatments to 34.3 (32.4-40.8) kg/ha when 200 kg N/ha was applied. Similar trends were observed for Ca and Mg. The S content only responded to N supply but not to genotype, increasing from 7.9 kg/ha for the 0 kg N treatments to 12.8 kg/ha when 200 kg N was applied. Relative nutrient content at anthesis compared with those at maturity were 30% for P, 100% for both K and Ca and 34% of Mg. Sulphur content at anthesis decreased 29% with N supply and was highest for genotypes 12S2-2021 compared with the other five genotype. At grain maturity, the ratio of nutrients in grain to total plant nutrient, defined as the nutrient harvest index (NHI) varied with both N supply and genotype. Averaged across treatments, the NHI was 0.96 for P, 0.53 for K, 0.58 for Ca, 0.90 for Mg and 0.85 for S. These results suggest that Ca and K should be provided earlier in the season as there is limited or no uptake after anthesis. These results also show that Ca and K are important for structural functions, while P, Mg and S are remobilised to the grains and become important for quality.Keywords: anthesis, genotype, nutrient harvests index, NHI, Triticum aestivum L.
Procedia PDF Downloads 1635430 Comparison of Growth Medium Efficiency into Stevia (Stevia rebaudiana Bertoni) Shoot Biomass and Stevioside Content in Thin-Layer System, TIS RITA® Bioreactor, and Bubble Column Bioreactor
Authors: Nurhayati Br Tarigan, Rizkita Rachmi Esyanti
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Stevia (Stevia rebaudiana Bertoni) has a great potential to be used as a natural sweetener because it contains steviol glycoside, which is approximately 100 - 300 times sweeter than sucrose, yet low calories. Vegetative and generative propagation of S. rebaudiana is inefficient to produce stevia biomass and stevioside. One of alternative for stevia propagation is in vitro shoot culture. This research was conducted to optimize the best medium for shoot growth and to compare the bioconversion efficiency and stevioside production of S. rebaudiana shoot culture cultivated in thin layer culture (TLC), recipient for automated temporary immersion system (TIS RITA®) bioreactor, and bubble column bioreactor. The result showed that 1 ppm of Kinetin produced a healthy shoot and the highest number of leaves compared to BAP. Shoots were then cultivated in TLC, TIS RITA® bioreactor, and bubble column bioreactor. Growth medium efficiency was determined by yield and productivity. TLC produced the highest growth medium efficiency of S. rebaudiana, the yield was 0.471 ± 0.117 gbiomass.gsubstrate-1, and the productivity was 0.599 ± 0.122 gbiomass.Lmedium-1.day-1. While TIS RITA® bioreactor produced the lowest yield and productivity, 0.182 ± 0.024 gbiomass.gsubstrate-1 and 0.041 ± 0.0002 gbiomass.Lmedium-1.day-1 respectively. The yield of bubble column bioreactor was 0.354 ± 0.204 gbiomass.gsubstrate-1 and the productivity was 0,099 ± 0,009 gbiomass.Lmedium-1.day-1. The stevioside content from the highest to the lowest was obtained from stevia shoot which was cultivated on TLC, TIS RITA® bioreactor, and bubble column bioreactor; the content was 93,44 μg/g, 42,57 μg/g, and 23,03 μg/g respectively. All three systems could be used to produce stevia shoot biomass, but optimization on the number of nutrition and oxygen intake was required in each system.Keywords: bubble column, growth medium efficiency, Stevia rebaudiana, stevioside, TIS RITA®, TLC
Procedia PDF Downloads 2675429 Effect of Biostimulants Application on Quali-Quantitative Characteristics of Cauliflower, Pepper, and Fennel Crops Under Organic and Conventional Fertilization
Authors: E. Tarantino, G. Disciglio, L. Frabboni, A. Libutti, G. Gatta, A. Gagliaridi, A. Tarantino
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Nowadays, the main goal for modern horticultural production is the increase of quality. In the recent years, the use of organic fertilizers or bio stimulants, that can be applied in agriculture in order to improve the quanti-qualitative crop yields, has encountered an increasing interest. The bio stimulants are gaining importance also for their possible use in organic and sustainable agriculture, avoiding excessive fertilizer applications. Consecutive experimental trials were carried out in Apulia region (southern Italy) on three herbaceous crops (cauliflower, pepper and fennel), grown in pots, under conventional and organic fertilization, with and without bio stimulants application, to verify the effects of several bio stimulants (Siapton®10L, Micotech L and Lysodin Alga-Fert) on quanti-qualitative yield characteristics. At the harvest, the quanti-qualitative yield characteristics of each crop were determined. All experimental data were subjected to analysis of variance (ANOVA) and, when significant effects were detected, the mean values were compared using Tukey’s test. Results showed great differences of yield characteristics between conventional and organic crops, particularly highlighting a higher yield in the conventional one. Variable results were generally observed when bio stimulants were applied. In this contest no effect were noted on quantitative yield, whereas a light positive effect of bio stimulants on qualitative characteristic, related to the higher dry matter content of cauliflower and the higher soluble solid content of pepper, was observed. Moreover, an evident positive effect of bio stimulants was noted in the fennel due to the lower nitrate content. The latter results are according with most of published literature obtained on other herbaceous crops.Keywords: biostimulants, cauliflower, pepper, fennel
Procedia PDF Downloads 5745428 Formulation of Value Added Beff Meatballs with the Addition of Pomegranate (Punica granatum) Extract as a Source of Natural Antioxident
Authors: M. A. Hashem, I. Jahan
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The experiment was conducted to find out the effect of different levels of Pomegranate (Punica granatum) extract and synthetic antioxidant BHA (Beta Hydroxyl Anisole) on fresh and preserved beef meatballs in order to make functional food. For this purpose, ground beef samples were divided into five treatment groups. They were treated as control group, 0.1% synthetic antioxidant group, 0.1%, 0.2% and 0.3% pomegranate extract group as T1, T2, T3, T4 and T5 respectively. Proximate analysis, sensory tests (color, flavor, tenderness, juiciness, overall acceptability), cooking loss, pH value, free fatty acids (FFA), thiobarbituric acid values (TBARS), peroxide value (POV) and microbiological examination were determined in order to evaluate the effect of pomegranate extract as natural antioxidant and antimicrobial activities compared to BHA (Beta Hydroxyl Anisole) at first day before freezing and for maintaining meatballs qualities on the shelf life of beef meat balls stored for 60 days under frozen condition. Freezing temperature was -20˚C. Days of intervals of experiment were on 0, 15th, 30th and 60th days. Dry matter content of all the treatment groups differ significantly (p<0.05). On the contrary, DM content increased significantly (p<0.05) with the advancement of different days of intervals. CP content of all the treatments were increased significantly (p<0.05) among the different treatment groups. EE and Ash content were decreased significantly (p<0.05) at different treatment levels. FFA values, TBARS, POV were decreased significantly (p<0.05) at different treatment levels. Color, odor, tenderness, juiciness, overall acceptability decreased significantly (p<0.05) at different days of intervals. Raw PH, cooked pH were increased at different treatment levels significantly (p<0.05). The cooking loss (%) at different treatment levels were differ significantly (p<0.05). TVC (logCFU/g), TCC (logCFU/g) and TYMC (logCFU/g) was decreased significantly (p<0.05) at different treatment levels and at different days of intervals comparison to control. Considering CP, tenderness, juiciness, overall acceptability, cooking loss, FFA, POV, TBARS value and microbial analysis it can be concluded that pomegranate extract at 0.1%, 0.2% and 0.3% can be used instead of synthetic antioxidant BHA in beef meatballs. On the basis of sensory evaluation, nutrient quality, physicochemical properties, biochemical analysis and microbial analysis 0.3% Pomegranate extract can be recommended for formulation of value added beef meatball enriched with natural antioxidant.Keywords: antioxidant, pomegranate, BHA, value added meat products
Procedia PDF Downloads 2465427 Comparative Analysis of Forensic Medicine Course Evaluation: A Two Year Study
Authors: Prateek Rastogi
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Medical teaching in present era concentrates not only on teaching but on effective teaching. For effective teaching a combination of effective carefully designed curriculum, an educated educator, competent learner and fool proof evaluation system is required. Keeping these parameters in mind and study was undertaken at Kasturba Medical College, Mangalore among medical students. In this study, evaluation of Forensic Medicine syllabus along with its teaching and evaluation methodology was done using 20 different parameters. This questionnaire based study was done over a period of two years i.e. 2013 and 2014. Batch of students who just passed the forensic medicine subject was included for study. Carefully designed questionnaire contained questions related to course content, teaching methodology and evaluation system along with provisions to mention merits and demerits of subject. The feedbacks in first round were analyzed and suggestions were implemented before conducting the second round of study. Overall evaluation of course was done as well as it was compared with other subjects of second MBBS. It was noted that Scores improved in 2nd survey thus stressing the importance of course evaluation and student feedback in teaching improvement.Keywords: teaching methodology, system of evaluation, course content, bioinformatics, biomedicine
Procedia PDF Downloads 3575426 Effect of Maturation on the Characteristics and Physicochemical Properties of Banana and Its Starch
Authors: Chien-Chun Huang, P. W. Yuan
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Banana is one of the important fruits which constitute a valuable source of energy, vitamins and minerals and an important food component throughout the world. The fruit ripening and maturity standards vary from country to country depending on the expected shelf life of market. During ripening there are changes in appearance, texture and chemical composition of banana. The changes of component of banana during ethylene-induced ripening are categorized as nutritive values and commercial utilization. The objectives of this study were to investigate the changes of chemical composition and physicochemical properties of banana during ethylene-induced ripening. Green bananas were harvested and ripened by ethylene gas at low temperature (15℃) for seven stages. At each stage, banana was sliced and freeze-dried for banana flour preparation. The changes of total starch, resistant starch, chemical compositions, physicochemical properties, activity of amylase, polyphenolic oxidase (PPO) and phenylalanine ammonia lyase (PAL) of banana were analyzed each stage during ripening. The banana starch was isolated and analyzed for gelatinization properties, pasting properties and microscopic appearance each stage of ripening. The results indicated that the highest total starch and resistant starch content of green banana were 76.2% and 34.6%, respectively at the harvest stage. Both total starch and resistant starch content were significantly declined to 25.3% and 8.8%, respectively at the seventh stage. Soluble sugars content of banana increased from 1.21% at harvest stage to 37.72% at seventh stage during ethylene-induced ripening. Swelling power of banana flour decreased with the progress of ripening stage, but solubility increased. These results strongly related with the decreases of starch content of banana flour during ethylene-induced ripening. Both water insoluble and alcohol insoluble solids of banana flour decreased with the progress of ripening stage. Both activity of PPO and PAL increased, but the total free phenolics content decreased, with the increases of ripening stages. As ripening stage extended, the gelatinization enthalpy of banana starch significantly decreased from 15.31 J/g at the harvest stage to 10.55 J/g at the seventh stage. The peak viscosity and setback increased with the progress of ripening stages in the pasting properties of banana starch. The highest final viscosity, 5701 RVU, of banana starch slurry was found at the seventh stage. The scanning electron micrograph of banana starch showed the shapes of banana starch appeared to be round and elongated forms, ranging in 10-50 μm at the harvest stage. As the banana closed to ripe status, some parallel striations were observed on the surface of banana starch granular which could be caused by enzyme reaction during ripening. These results inferred that the highest resistant starch was found in the green banana could be considered as a potential application of healthy foods. The changes of chemical composition and physicochemical properties of banana could be caused by the hydrolysis of enzymes during the ethylene-induced ripening treatment.Keywords: maturation of banana, appearance, texture, soluble sugars, resistant starch, enzyme activities, physicochemical properties of banana starch
Procedia PDF Downloads 3185425 Statistical Analysis of the Factors that Influence the Properties of Blueberries from Cultivar Bluecrop
Authors: Raquel P. F. Guiné, Susana R. Matos, Daniela V. T. A. Costa, Fernando J. Gonçalves
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Because blueberries are worldwide recognized as a good source of beneficial components, their consumption has increased in the past decades, and so have the scientific works about their properties. Hence this work was undertaken to evaluate the effect of some production and conservation factors on the properties of blueberries from cultivar Bluecrop. The physical and chemical analyses were done according to established methodologies and then all data was treated using software SPSS for assessment of the possible differences among the factors investigated and/or the correlations between the variables at study. The results showed that location of production influenced some of the berries properties (caliber, sugars, antioxidant activity, color and texture) and that the age of the bushes was correlated with moisture, sugars and acidity, as well as lightness. On the other hand, altitude of the farm only was correlated to sugar content. With regards to conservation, it influenced only anthocyanins content and DPPH antioxidant activity. Finally, the type of extract and the order of extraction had a pronounced influence on all the phnolic properties evaluated.Keywords: Antioxidant activity, blueberry, conservation, geographical origin, phenolic compounds, statistical analysis
Procedia PDF Downloads 4765424 Synthesis and Characterization of Ferromagnetic Ni-Cu Alloys for Thermal Rectification Applications
Authors: Josue Javier Martinez Flores, Jaime Alvarez Quintana
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A thermal rectifier consists of a device which can load a different heat flow which depends on the direction of that flow. That device is a thermal diode. It is well known that heat transfer in solids basically depends on the electrical, magnetic and crystalline nature of materials via electrons, magnons and phonons as thermal energy carriers respectively. In the present research, we have synthesized polycrystalline Ni-Cu alloys and identified the Curie temperatures; and we have observed that by way of secondary phase transitions, it is possible manipulate the heat conduction in solid state thermal diodes via transition temperature. In this sense, we have succeeded in developing solid state thermal diodes with a control gate through the Curie temperature via the activation and deactivation of magnons in Ni-Cu ferromagnetic alloys at room temperature. Results show thermal diodes with thermal rectification factors up to 1.5. Besides, the performance of the electrical rectifiers can be controlled by way of alloy Cu content; hence, lower Cu content alloys present enhanced thermal rectifications factors than higher ones.Keywords: thermal rectification, Curie temperature, ferromagnetic alloys, magnons
Procedia PDF Downloads 2465423 The Temporal Dimension of Narratives: A Construct of Qualitative Time
Authors: Ani Thomas
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Every narrative is a temporal construct. Every narrative creates a qualitative experience of time for the viewer. The paper argues for the concept of a qualified time that emerges from the interaction between the narrative and the audience. The paper also challenges the conventional understanding of narrative time as either story time, real time or discourse time. Looking at narratives through the medium of Cinema, the study examines how narratives create and manipulate duration or durée, the qualitative experience of time as theorized by Henri Bergson. The paper further analyzes how Cinema and, by extension, narratives are nothing but Durée and the filmmaker, the artist of durée, who shape and manipulate the perception and emotions of the viewer through the manipulation and construction of durée. The paper draws on cinematic works to look at the techniques to demonstrate how filmmakers use, for example, editing, sound, compositional and production narratives etc., to create various modes of durée that challenge, amplify or unsettle the viewer’s sense of time. Bringing together the Viewer’s durée and exploring its interaction with the narrative construct, the paper explores the emergence of the new qualitative time, the narrative durée, that defines the audience experience.Keywords: cinema, time, bergson, duree
Procedia PDF Downloads 1485422 Comparative Efficacy of Pomegranate Juice, Peel and Seed Extract in the Stabilization of Corn Oil under Accelerated Conditions
Authors: Zoi Konsoula
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Antioxidant-rich extracts were prepared from pomegranate peels, seeds and juice using methanol and ethanol and their antioxidant activity was evaluated by the 1,1-diphenyl-2-picrylhydrazine (DPPH) radical scavenging and Ferric Reducing Antioxidant Power (FRAP) method. Both analytical methods indicated a higher antioxidant activity in extracts prepared from peels, which was comparable to that of butylated hydroxytoluene (BHT). Furthermore, the antioxidant activity was correlated to the phenolic and flavonoid content of the various extracts. The antioxidant effectiveness of the extracts was also assessed using corn oil as the oxidation substrate. More specifically, preheated corn oil samples stabilized with extracts at a concentration of 250 ppm, 500 ppm or 1,000 ppm were subjected to accelerated aging (100 oC, 10 days) and the extent of oxidative alteration was followed by the measurement of the peroxide, conjugated dienes and trienes, as well as p-aniside value. BHT at its legal limit (200 ppm) served as standard besides the control sample. Results from the different parameters were in agreement with each other suggesting that pomegranate extracts can stabilize corn oil effectively under accelerated conditions, at all concentrations tested. However, the magnitude of oil stabilization depended strongly on the amount of extract added and this was positively correlated with their phenolic content. Pomegranate peel extracts, which exhibited the highest not only phenolic and flavonoid content but also antioxidant activity, were more potent in inhibiting oxidative deterioration. Both methanolic and ethanolic peel extracts at a concentration of 500 ppm exerted a stabilizing effect comparable to that of BHT, while at a concentration of 1000 ppm they exhibited higher stabilization efficiency in comparison to BHT. Finally, heating oil samples resulted in a time dependent decrease in their antioxidant capacity. Samples containing peel extracts appeared to retain their antioxidant capacity for a longer period, indicating that these extracts contained active compounds that offered superior antioxidant protection to corn oil.Keywords: antioxidant activity, corn oil, oxidative deterioration, pomegranate
Procedia PDF Downloads 2725421 Solid State Fermentation of Tamarind (Tamarindus indica) Seed to Produce Food Condiment
Authors: Olufunke O. Ezekiel, Adenike O. Ogunshe, Omotola F. Olagunju, Arinola O. Falola
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Studies were conducted on fermentation of tamarind seed for production of food condiment. Fermentation followed the conventional traditional method of fermented locust bean (iru) production and was carried out over a period of three days (72 hours). Samples were withdrawn and analysed for proximate composition, pH, titratable acidity, tannin content, phytic acid content and trypsin inhibitor activity using standard methods. Effects of fermentation on proximate composition, anti-nutritional factors and sensory properties of the seed were evaluated. All data were analysed using ANOVA and means separated using Duncan multiple range test. Microbiological analysis to identify and characterize the microflora responsible for the fermentation of the seed was also carried out. Fermentation had significant effect on the proximate composition on the fermented seeds. As fermentation progressed, there was significant reduction in the anti-nutrient contents. Organisms isolated from the fermenting tamarind seeds were identified as non-pathogenic and common with fermented legumes.Keywords: condiment, fermentation, legume, tamarind seed
Procedia PDF Downloads 3415420 What Are the Problems in the Case of Analysis of Selenium by Inductively Coupled Plasma Mass Spectrometry in Food and Food Raw Materials?
Authors: Béla Kovács, Éva Bódi, Farzaneh Garousi, Szilvia Várallyay, Dávid Andrási
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For analysis of elements in different food, feed and food raw material samples generally a flame atomic absorption spectrometer (FAAS), a graphite furnace atomic absorption spectrometer (GF-AAS), an inductively coupled plasma optical emission spectrometer (ICP-OES) and an inductively coupled plasma mass spectrometer (ICP-MS) are applied. All the analytical instruments have different physical and chemical interfering effects analysing food and food raw material samples. The smaller the concentration of an analyte and the larger the concentration of the matrix the larger the interfering effects. Nowadays, it is very important to analyse growingly smaller concentrations of elements. From the above analytical instruments generally the inductively coupled plasma mass spectrometer is capable of analysing the smallest concentration of elements. The applied ICP-MS instrument has Collision Cell Technology (CCT) also. Using CCT mode certain elements have better detection limits with 1-3 magnitudes comparing to a normal ICP-MS analytical method. The CCT mode has better detection limits mainly for analysis of selenium (arsenic, germanium, vanadium, and chromium). To elaborate an analytical method for selenium with an inductively coupled plasma mass spectrometer the most important interfering effects (problems) were evaluated: 1) isobaric elemental, 2) isobaric molecular, and 3) physical interferences. Analysing food and food raw material samples an other (new) interfering effect emerged in ICP-MS, namely the effect of various matrixes having different evaporation and nebulization effectiveness, moreover having different quantity of carbon content of food, feed and food raw material samples. In our research work the effect of different water-soluble compounds furthermore the effect of various quantity of carbon content (as sample matrix) were examined on changes of intensity of selenium. So finally we could find “opportunities” to decrease the error of selenium analysis. To analyse selenium in food, feed and food raw material samples, the most appropriate inductively coupled plasma mass spectrometer is a quadrupole instrument applying a collision cell technique (CCT). The extent of interfering effect of carbon content depends on the type of compounds. The carbon content significantly affects the measured concentration (intensities) of Se, which can be corrected using internal standard (arsenic or tellurium).Keywords: selenium, ICP-MS, food, food raw material
Procedia PDF Downloads 5085419 Neuroprotective Effects of Rosmarinic Acid in the MPTP Mouse Model of Parkinson's Disease
Authors: Huamin Xu, Wenting Jia, Hong Jiang, Junxia Xie
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Rosmarinic acid (RA) is a natural acid that is found in a variety of herbs, such as rosemary and has multiple biological activities such as antioxidative, anti-inflammatory and antiviral activities. In this study, we investigated the neuroprotective effects of RA on dopaminergic system in 1-methyl-4-phenyl-1,2,3,6-tetrahydropyridine (MPTP) induced mouse model of Parkinson’s disease (PD). The mice received oral administration of RA before MPTP injection. Results showed that the tyrosine hydroxylase expression in SN reduced and the levels of dopamine and its metabolites in the striatum decreased in MPTP intoxicated PD mice. Pretreatment with RA significantly inhibited these changes. Further studies demonstrated that MPTP treatment increased the iron content, which was counteracted by pre-treatment with RA. In addition, RA could restore the decrease of superoxide dismutase (SOD) induced by MPTP. This study provides evidence that RA could suppress MPTP-induced degeneration of the nigrostriatal dopaminergic system by regulating iron content and the expression of SOD. Thus, RA might be clinically evaluated for the prevention of neurodegenerative diseases.Keywords: rosmarinic acid, Parkinson's disease, MPTP, dopaminergic system
Procedia PDF Downloads 2055418 A Comparative Study of Social Entrepreneurship Centers in Universities of the World
Authors: Farnoosh Alami, Nazgol Azimi
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Universities have recently paid much attention to the subject of social entrepreneurship. As a result, many of the highly ranked universities have established centers in this regard. The present research aims to investigate vision and mission of social entrepreneurship centers of the best universities ranked under 50 by Shanghai List 2013. It tries to find the common goals and features of their mission, vision, and activities which lead to their present success. This investigation is based on the web content of the first top 10 universities; among which six had social entrepreneurship centers. This is a qualitative research, and the findings are based on content analysis of documents. The findings confirm that education, research, talent development, innovative solutions, and supporting social innovation, are shared in the vision of these centers. In regard to their missions, social participation, networking, and leader education are the most shared features. Their common activities are focused on five categories of education, research, support, promotion, and networking.Keywords: comparative study, qualitative research, social entrepreneurship centers, universities in the world
Procedia PDF Downloads 2975417 Analysing the Interactive Effects of Factors Influencing Sand Production on Drawdown Time in High Viscosity Reservoirs
Authors: Gerald Gwamba, Bo Zhou, Yajun Song, Dong Changyin
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The challenges that sand production presents to the oil and gas industry, particularly while working in poorly consolidated reservoirs, cannot be overstated. From restricting production to blocking production tubing, sand production increases the costs associated with production as it elevates the cost of servicing production equipment over time. Production in reservoirs that present with high viscosities, flow rate, cementation, clay content as well as fine sand contents is even more complex and challenging. As opposed to the one-factor at a-time testing, investigating the interactive effects arising from a combination of several factors offers increased reliability of results as well as representation of actual field conditions. It is thus paramount to investigate the conditions leading to the onset of sanding during production to ensure the future sustainability of hydrocarbon production operations under viscous conditions. We adopt the Design of Experiments (DOE) to analyse, using Taguchi factorial designs, the most significant interactive effects of sanding. We propose an optimized regression model to predict the drawdown time at sand production. The results obtained underscore that reservoirs characterized by varying (high and low) levels of viscosity, flow rate, cementation, clay, and fine sand content have a resulting impact on sand production. The only significant interactive effect recorded arises from the interaction between BD (fine sand content and flow rate), while the main effects included fluid viscosity and cementation, with percentage significances recorded as 31.3%, 37.76%, and 30.94%, respectively. The drawdown time model presented could be useful for predicting the time to reach the maximum drawdown pressure under viscous conditions during the onset of sand production.Keywords: factorial designs, DOE optimization, sand production prediction, drawdown time, regression model
Procedia PDF Downloads 1525416 Taking the Good with the Bad: Psychological Well-Being and Social Integration in Russian-Speaking Immigrants in Montreal
Authors: Momoka Sunohara, Ashley J. Lemieux, Esther Yakobov, Andrew G. Ryder, Tomas Jurcik
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Immigration brings changes in many aspects of an individual's life, from social support dynamics, to housing and language, as well as difficulties with regards to discrimination, trauma, and loss. Past research has mostly emphasized individual differences in mental health and has neglected the impact of social-ecological context, such as acculturation and ethnic density. Purpose: The present study aimed to assess the relationship between variables associated with social integration such as perceived ethnic density and ways of coping, as well as psychological adjustment in a rapidly growing non-visible minority group of immigrants in Canada. Data: A small subset of an archival data from our previously published study was reanalyzed with additional variables. Data included information from 269 Russian-Speaking immigrants in Montreal, Canada. Method: Canonical correlation analysis (CCA) investigated the relationship between two sets of variables. SAS PROC CANCORR was used to conduct CCA on a set of social integration variables, including ethnic density, discrimination, social support, family functioning, and acculturation, and a set of psychological well-being variables, including distress, depression, self-esteem, and life satisfaction. In addition, canonical redundancy analysis was performed to calculate the proportion of variances of original variables explained by their own canonical variates. Results: Significance tests using Rao’s F statistics indicated that the first two canonical correlations (i.e., r1 = 0.64, r2 = 0.40) were statistically significant (p-value < 0.0001). Additionally, canonical redundancy analysis showed that the first two well-being canonical variates explained separately 62.9% and 12.8% variances of the standardized well-being variables, whereas the first two social integration canonical variates explained separately 14.7% and 16.7% variances of the standardized social integration variables. These results support the selection of the first two canonical correlations. Then, we interpreted the derived canonical variates based on their canonical structure (i.e., correlations with original variables). Two observations can be concluded. First, individuals who have adequate social support, and who, as a family, cope by acquiring social support, mobilizing others and reframing are more likely to have better self-esteem, greater life satisfaction and experience less feelings of depression or distress. Second, individuals who feel discriminated yet rate higher on a mainstream acculturation scale, and who, as a family, cope by acquiring social support, mobilizing others and using spirituality, while using less passive strategies are more likely to have better life satisfaction but also higher degree of depression. Implications: This model may serve to explain the complex interactions that exist between social and emotional adjustment and aid in facilitating the integration of individuals immigrating into new communities. The same group may experience greater depression but paradoxically improved life satisfaction associated with their coping process. Such findings need to be placed in the context of Russian cultural values. For instance, some Russian-speakers may value the expression of negative emotions with significant others during the integration process; this in turn may make negative emotions more salient, but also facilitate a greater sense of family and community connection, as well as life satisfaction.Keywords: acculturation, ethnic density, mental health, Russian-speaking
Procedia PDF Downloads 4805415 Quantitative Research on the Effects of Following Brands on Twitter on Consumer Brand Attitude
Authors: Yujie Wei
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Twitter uses a variety of narrative methods (e.g., messages, featured videos, music, and actual events) to strengthen its cultivation effect. Consumers are receiving mass-produced brand stores or images made by brand managers according to strict market specifications. Drawing on the cultivation theory, this quantitative research investigates how following a brand on Twitter for 12 weeks can cultivate their attitude toward the brand and influence their purchase intentions. We conducted three field experiments on Twitter to test the cultivation effects of following a brand for 12 weeks on consumer attitude toward the followed brand. The cultivation effects were measured by comparing the changes in consumer attitudes before and after they have followed a brand over time. The findings of our experiments suggest that when consumers are exposed to a brand’s stable, pervasive, and recurrent tweets on Twitter for 12 weeks, their attitude toward a brand can be significantly changed, which confirms the cultivating effects on consumer attitude. Also, the results indicate that branding activities on Twitter, when properly implemented, can be very effective in changing consumer attitudes toward a brand, increasing the purchase intentions, and increasing their willingness to spread the word-of-mouth for the brand on social media. The cultivation effects are moderated by brand type and consumer age. The research provides three major marketing implications. First, Twitter marketers should create unique content to engage their brand followers to change their brand attitude through steady, cumulative exposure to the branding activities on Twitter. Second, there is a significant moderating effect of brand type on the cultivation effects, so Twitter marketers should align their branding content with the brand type to better meet the needs and wants of consumers for different types of brands. Finally, Twitter marketers should adapt their tweeting strategies according to the media consumption preferences of different age groups of their target markets. This empirical research proves that content is king.Keywords: tweeting, cultivation theory, consumer brand attitude, purchase intentions, word-of-mouth
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