Search results for: root mean square
Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 2489

Search results for: root mean square

809 Management Practices in Hypertension: Results of Win-Over-A Pan India Registry

Authors: Abhijit Trailokya, Kamlesh Patel

Abstract:

Background: Hypertension is a common disease seen in clinical practice and is associated with high morbidity and mortality. Many patients require combination therapy for the management of hypertension. Objective: To evaluate co-morbidities, risk factors and management practices of hypertension in Indian population. Material and methods: A total of 1596 hypertensive adult patients received anti-hypertensive medications were studied in a cross-sectional, multi-centric, non-interventional, observational registry. Statistical analysis: Categories or nominal data was expressed as numbers with percentages. Continuous variables were analyzed by descriptive statistics using mean, SD, and range Chi square test was used for in between group comparison. Results: The study included 73.50% males and 26.50% females. Overweight (50.50%) and obesity (30.01%) was common in the hypertensive patients (n=903). A total of 54.76% patients had history of smoking. Alcohol use (33.08%), sedentary life style (32.96%) and history of tobacco chewing (17.92%) were the other lifestyle habits of hypertensive patients. Diabetes (36.03%) and dyslipidemia (39.79%) history was common in these patients. Family history of hypertension and diabetes was seen in 82.21% and 45.99% patients respectively. Most (89.16%) patients were treated with combination of antihypertensive agents. ARBs were the by far most commonly used agents (91.98%) followed by calcium channel blockers (68.23%) and diuretics (60.21%). ARB was the most (80.35%) preferred agent as monotherapy. ARB was also the most common agent as a component of dual therapy, four drug and five drug combinations. Conclusion: Most of the hypertensive patients need combination treatment with antihypertensive agents. ARBs are the most preferred agents as monotherapy for the management of hypertension. ARBs are also very commonly used as a component of combination therapy during hypertension management.

Keywords: antihypertensive, hypertension, management, ARB

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808 In vitro Modulation of Cytokine Expression by an Aqueous Licorice Extract in Canine

Authors: A. Watson, G. Telford, D. I. Pritchard

Abstract:

Objective: We investigated the immunomodulatory ability of licorice (Glycyrrhiza glabra). Such activities could have value for the management of common immunological diseases in dogs, such as environmental allergy. This study investigated the potential of a Licorice root extract (LRE) to influence the relative expression of Th-1, Th-2, and Th-17 cytokines in canine peripheral blood mononuclear cells (PBMC). Methods: A LRE was prepared using an alcoholic-aqueous-based solvent method. The extract was tested in three in vitro assays using canine leukocytes to determine its toxicity and immunoregulatory profile. Extract toxicity was assessed using the human T-lymphocyte cell line, Jurkat E6.1. The impact of the extract on the proliferation of concanavalin-activated canine PBMC was also determined. Finally, the extract was assessed for its ability to influence cytokine release in activated PBMC, measuring culture medium concentrations of interleukin-17, interferon gamma, and interleukin-4. One-way ANOVA followed by Dunnett’s post-test was used for statistics using concanavalin positive control as reference (p ≤ 0.05). Results: There was evidence that the LRE had specific immunomodulatory properties, causing significant inhibition of IL4 expression over a non-toxic/non-cytostatic concentration range (p < 0.001). In the same cell incubations, there was no significant impact on IL17 nor IFNg over the same non-toxic/non-cytostatic concentration range. Conclusion: The study provides in vitro evidence that LRE preferentially reduces the expression of a Th-2-type cytokine, IL4. The dog population, as with humans, is prone to conditions associated with a Th-2 bias of the immune system, such as environmental allergy. Based on these results, licorice merits further evaluation as a useful immune modulator for such allergic diseases.

Keywords: cytokine, Glycyrrhiza glabra, peripheral blood mononuclear cells, T-cell activation

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807 Effective Slab Width for Beam-End Flexural Strength of Composite Frames with Circular-Section Columns

Authors: Jizhi Zhao, Qiliang Zhou, Muxuan Tao

Abstract:

The calculation of the ultimate loading capacity of composite frame beams is an important step in the design of composite frame structural systems. Currently, the plastic limit theory is mainly used for this calculation in the codes adopted by many countries; however, the effective slab width recommended in most codes is based on the elastic theory, which does not accurately reflect the complex stress mechanism at the beam-column joints in the ultimate loading state. Therefore, the authors’ research group put forward the Compression-on-Column-Face mechanism and Tension-on-Transverse-Beam mechanism to explain the mechanism in the ultimate loading state. Formulae are derived for calculating the effective slab width in composite frames with rectangular/square-section columns under ultimate lateral loading. Moreover, this paper discusses the calculation method of the effective slab width for the beam-end flexural strength of composite frames with circular-section columns. The proposed design formula is suitable for exterior and interior joints. Finally, this paper compares the proposed formulae with available formulae in other literature, current design codes, and experimental results, providing the most accurate results to predict the effective slab width and ultimate loading capacity.

Keywords: composite frame structure, effective slab width, circular-section column, design formulae, ultimate loading capacity

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806 Patterns, Triggers, and Predictors of Relapses among Children with Steroid Sensitive Idiopathic Nephrotic Syndrome at the University of Abuja Teaching Hospital, Gwagwalada, Abuja, Nigeria

Authors: Emmanuel Ademola Anigilaje, Ibraheem Ishola

Abstract:

Background: Childhood steroid-sensitive idiopathic nephrotic syndrome (SSINS) is plagued with relapses that contribute to its morbidity and the cost of treatment. Materials and Methods: This is a retrospective review of relapses among children with SSINS at the University of Abuja Teaching Hospital from January 2016 to July 2020. Triggers related to relapse incidents were noted. Chi-square test was deployed for predictors (factors at the first clinical presentations that associate with subsequent relapses) of relapses. Predictors with p-values of less than 0.05 were considered significant and 95% confidence intervals (CI) and odd ratio (OR) were described. Results: Sixty SSINS comprising 52 males (86.7%), aged 23 months to 18 years, with a mean age of 7.04±4.16 years were studied. Thirty-eight (63.3%) subjects had 126 relapses including infrequent relapses in 30 (78.9%) and frequent relapses in 8 (21.1%). The commonest triggers were acute upper respiratory tract infections (68, 53.9%) and urinary tract infections (UTIs) in 25 (19.8%) relapses. In 4 (3.2%) relapses, no trigger was identified. The time-to-first relapse ranged 14 days to 365 days with a median time of 60 days. The significant predictors were hypertension (OR=3.4, 95% CI; 1.04-11.09, p=0.038), UTIs (OR=9.9, 95% CI; 1.16-80.71, p= 0.014), malaria fever (OR=8.0, 95% CI; 2.45-26.38, p˂0.001), micro-haematuria (OR=4.9, 95% CI; 11.58-15.16, p=0.004), elevated serum creatinine (OR=12.3, 95%CI; 1.48-101.20, p=0.005) and hypercholesterolaemia (OR=4.1, 95%CI; 1.35-12.63, p=0.011). Conclusion: While the pathogenesis of relapses remains unknown, it is prudent to consider relapse-specific preventive strategies against triggers and predictors of relapses in our setting.

Keywords: Patterns, triggers, predictors, steroid-sensitive idiopathic nephrotic syndrome, relapses, Nigeria

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805 Internal Audit and the Effectiveness and Efficiency of Operations in Hospitals

Authors: Naziru Suleiman

Abstract:

The ever increasing cases of financial frauds and corporate accounting scandals in recent years have raised more concern on the operation of internal control mechanisms and performance of the internal audit departments in organizations. In most cases the seeming presence of both the internal control system and internal audit in organizations do not prove useful as frauds errors and irregularities are being perpetuated. The aim of this study, therefore, is to assess the role of internal audit in achieving the objectives of internal control system of federal hospitals in Kano State from the perception of the respondents. The study used survey research design and generated data from primary source by means of questionnaire. A total number of 100 copies of questionnaire were administered out of which 68 were duly completed and returned. Cronbach’s alpha was used to test the internal validity of the various items in the constructs. Descriptive statistics, chi-square test, Mann Whitney U test and Kruskal Wallis ANOVA were employed for the analysis of data. The study finds that from the perception of the respondents, internal audit departments in Federal Hospitals in Kano State are effective and that they contribute positively to the overall attainment of the objectives of internal control system of these hospitals. There is no significant difference found on the views of the respondents from the three hospitals. Hence, the study concludes that strong and functional internal audit department is a basic requirement for effectiveness of operations of the internal control system. In the light of the findings, it is recommended that internal audit should continue to ensure that the objectives of internal control system of these hospitals are achieved through proper and adequate evaluation and review of the system.

Keywords: internal audit, internal control, federal hospitals, financial frauds

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804 Scientific Expedition to Understand the Crucial Issues of Rapid Lake Expansion and Moraine Dam Instability Phenomena to Justify the Lake Lowering Effort of Imja Lake, Khumbu Region of Sagarmatha, Nepal

Authors: R. C. Tiwari, N. P. Bhandary, D. B. Thapa Chhetri, R. Yatabe

Abstract:

The research enlightens the various issues of lake expansion and stability of the moraine dam of Imja lake. The Imja lake considered that the world highest altitude lake (5010m from m.s.l.), located in the Khumbu, Sagarmatha region of Nepal (27.90 N and 86.90 E) was reported as one of the fast growing glacier lakes in the Nepal Himalaya. The research explores a common phenomenon of lake expansion and stability issues of moraine dam to justify the necessity of lake lowering efforts if any in future in other glacier lakes in Nepal Himalaya. For this, we have explored the root causes of rapid lake expansion along with crucial factors responsible for the stability of moraine mass. This research helps to understand the structure of moraine dam and the ice, water and moraine interactions to the strength of moraine dam. The nature of permafrost layer and its effects on moraine dam stability is also studied here. The detail Geo-Technical properties of moraine mass of Imja lake gives a clear picture of the strength of the moraine material and their interactions. The stability analysis of the moraine dam under the consideration of strong ground motion of 7.8Mw 2015 Barpak-Gorkha and its major aftershock 7.3Mw Kodari, Sindhupalchowk-Dolakha border, Nepal earthquakes have also been carried out here to understand the necessity of lake lowering efforts. The lake lowering effort was recently done by Nepal Army by constructing an open channel and lowered 3m. And, it is believed that the entire region is now safe due to continuous draining of lake water by 3m. But, this option does not seem adequate to offer a significant risk reduction to downstream communities in this much amount of volume and depth, lowering as in the 75 million cubic meter water impounded with an average depth of 148.9m.

Keywords: finite element method, glacier, moraine, stability

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803 Using Plant Oils in Total Mixed Ration on Voluntary Feed Intake and Blood Metabolize of Crossbred Thai Native X American Brahman Cattle

Authors: Wantanee Polviset, N. Prakobsaeng, N. Wetchakama, C. Yuangklang

Abstract:

The aim of this study was to evaluate the effect of soybean oil, palm oil and sunflower oil supplementations in total mixed ration on voluntary feed intake, dry matter (DM) digestibility and blood metabolize in crossbred Thai native x American Brahman Cattle. Three Thai native x American Brahman cattle, one-year-old with liveweight of 116±22.59 kg, were randomly assigned according to a 3 x 3 latin square design. Each period of feeding lasted for 21 days to receive three dietary treatments were soybean oil, palm oil and sunflower oil supplementation at 5%. During the experimental periods, all cattle were fed a diet with total mixed ration containing roughage to concentrate ratio of 40:60 and rice straw was used as a roughage source. Based on the present study, the results revealed that voluntary feed intake (kgDM/head/day) and %BW DM intake were not affected (P>0.05), whereas percentage of dry matter digestibility was greater with the soybean oil supplementation (P<0.01). It was also found that blood glucose, blood urea nitrogen, cholesterol, triglyceride, high density lipoprotein and low density lipoprotein in plasma were similar among treatments. Based on this study, supplementing 5% soybean oil in total mixed ration (TMR) diets was suitable in beef cattle without any effect dry matter digestibility and blood metabolites.

Keywords: plant oils, feed intake, blood metabolize, crossbred Thai native x Brahman cattle

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802 The Economic Benefits of the Graduates of Higher Education in Philippines

Authors: Christia C. Baltar

Abstract:

Everybody goes to primary education but not all proceed to secondary education because of poverty and it is evident in the Philippines. Moreover, the number goes down when they reach higher education. The researcher believes that higher education may improve the standard of living of the family looking at the economic benefits of it. Once one graduated from a particular degree, one may employ with higher wage than those who are non-degree holder. Every year the Philippines produce more than five hundred thousand graduates of higher education and it keeps on increasing every year. Thus, the competition in the employment is really high. It is then important to pursue higher education than settling to a high school graduate because a degree is what most of the employer is looking for. The Philippine government through the Department of Labor and Employment is offering job fairs to all cities as much as possible just to cater employment for those graduates away from urban areas like in Manila and even the privates sectors also proposing for job fairs. Researcher conducted a survey in her institution and she further used secondary information to strengthen the findings of her survey. Researcher used descriptive measures, chi-square test for independence, and the correlation coefficient to analyze the data in her survey. In the survey conducted results show that there was an increase on the income of the family of the graduates of higher education. The graduates believed that their standard of living improved because they were able to work in a better job. The data were analyzed and the results show that there was no significant relationship on sex, age and marital status of the graduates to their economic status but the degree program they enrolled in the tertiary education affects their economic status. The impact of earning higher education can be seen indirectly to the economic growth of the Philippines. Finally, researcher concludes that there is direct and indirect impact of the higher education to the economic status of the graduates.

Keywords: economic, economic benefits, higher education, standard of living

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801 Biomass and Carbon Stock Estimates of Woodlands in the Southeastern Escarpment of Ethiopian Rift Valley: An Implication for Climate Change Mitigation

Authors: Sultan Haji Shube

Abstract:

Woodland ecosystems of semiarid rift valley of Ethiopia play a significant role in climate change mitigation by sequestering and storing more carbon. This study was conducted in Gidabo river sub-basins southeastern rift-valley escarpment of Ethiopian. It aims to estimate biomass and carbon stocks of woodlands and its implications for climate change mitigation. A total of 44 sampling plots (900m²each) were systematically laid in the woodland for vegetation and environmental data collection. A composite soil sample was taken from five locations main plot. Both disturbed and undisturbed soil samples were taken at two depths using soil auger and core-ring sampler, respectively. Allometric equation was used to estimate aboveground biomass while root-to-shoot ratio method and Walkley-Black method were used for belowground biomass and SOC, respectively. Result revealed that the totals of the study site was 17.05t/ha, of which 14.21t/ha was belonging for AGB and 2.84t/ha was for BGB. Moreover, 2224.7t/ha total carbon stocks was accumulated with an equivalent carbon dioxide of 8164.65t/ha. This study also revealed that more carbon was accumulated in the soil than the biomass. Both aboveground and belowground carbon stocks were decreased with increase in altitude while SOC stocks were increased. The AGC and BGC stocks were higher in the lower slope classes. SOC stocks were higher in the higher slope classes than in the lower slopes. Higher carbon stock was obtained from woody plants that had a DBH measure of >16cm and situated at plots facing northwest. Overall, study results will add up information about carbon stock potential of the woodland that will serve as a base line scenario for further research, policy makers and land managers.

Keywords: allometric equation, climate change mitigation, soil organic carbon, woodland

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800 Determinants of Non-Performing Loans: An Empirical Investigation of Bank-Specific Micro-Economic Factors

Authors: Amir Ikram, Faisal Ijaz, Qin Su

Abstract:

The empirical study was undertaken to explore the determinants of non-performing loans (NPLs) of small and medium enterprises (SMEs) sector held by the commercial banks. Primary data was collected through well-structured survey questionnaire from credit analysts/bankers of 42 branches of 9 commercial banks, operating in the district of Lahore (Pakistan), for 2014-2015. Selective descriptive analysis and Pearson chi-square technique were used to illustrate and evaluate the significance of different variables affecting NPLs. Branch age, duration of the loan, and credit policy were found to be significant determinants of NPLs. The study proposes that bank-specific and SME-specific microeconomic variables directly influence NPLs, while macroeconomic factors act as intermediary variables. Framework exhibiting causal nexus of NPLs was also drawn on the basis of empirical findings. The results elaborate various origins of NPLs and suggest that they are primarily instigated by the loan sanctioning procedure of the financial institution. The paper also underlines the risk management practices adopted by the bank at branch level to averse the risk of loan default. Empirical investigation of bank-specific microeconomic factors of NPLs with respect to Pakistan’s economy is the novelty of the study. Broader strategic policy implications are provided for credit analysts and entrepreneurs.

Keywords: commercial banks, microeconomic factors, non-performing loans, small and medium enterprises

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799 Low Complexity Carrier Frequency Offset Estimation for Cooperative Orthogonal Frequency Division Multiplexing Communication Systems without Cyclic Prefix

Authors: Tsui-Tsai Lin

Abstract:

Cooperative orthogonal frequency division multiplexing (OFDM) transmission, which possesses the advantages of better connectivity, expanded coverage, and resistance to frequency selective fading, has been a more powerful solution for the physical layer in wireless communications. However, such a hybrid scheme suffers from the carrier frequency offset (CFO) effects inherited from the OFDM-based systems, which lead to a significant degradation in performance. In addition, insertion of a cyclic prefix (CP) at each symbol block head for combating inter-symbol interference will lead to a reduction in spectral efficiency. The design on the CFO estimation for the cooperative OFDM system without CP is a suspended problem. This motivates us to develop a low complexity CFO estimator for the cooperative OFDM decode-and-forward (DF) communication system without CP over the multipath fading channel. Especially, using a block-type pilot, the CFO estimation is first derived in accordance with the least square criterion. A reliable performance can be obtained through an exhaustive two-dimensional (2D) search with a penalty of heavy computational complexity. As a remedy, an alternative solution realized with an iteration approach is proposed for the CFO estimation. In contrast to the 2D-search estimator, the iterative method enjoys the advantage of the substantially reduced implementation complexity without sacrificing the estimate performance. Computer simulations have been presented to demonstrate the efficacy of the proposed CFO estimation.

Keywords: cooperative transmission, orthogonal frequency division multiplexing (OFDM), carrier frequency offset, iteration

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798 A Study of Flooding Detention Space Efficiency in Different Lands Uses : The Case in Zhoushui River Downstream Catchment in Taiwan

Authors: Jie-Ying Wu, Kuo-Hao Weng, Jin-Cheng Fu

Abstract:

This study proposes changes to land use for the purposes of water retention and runoff reduction, with the aim of reducing the frequency of flooding. This study uses the Zhuoshui River in Taiwan as a case study, designing different land use planning strategies, and setting up various detention spaces. The HEC-HMS model developed by the Hydrology Research Center of the U.S. Army Corps of Engineers is used to calculate the decrease in runoff using various planning strategies, during five precipitation events of increasing return periods. This study finds that a maximum decrease in runoff of 14 million square meters can result by changing the form of land cover and storm detention in non-urban agricultural and river zones. This is due to the fact that non-urban land accounts for 96% of the area under study. Greatest efficacy was demonstrated in a two-year return period, with results ranging from 16% to 52%. The efficacy of a 100-year return period rated from 3% to 8%. Urban area detentions consist of agricultural paddy fields, storm water ponds and rainwater retention systems in building basements. Although urban areas can provide one million cubic meters of runoff storage, this result is insignificant due to the fact that urban area constitutes only 4% of the study area. By changing land cover, a 2-year return period has a 9% efficacy, and a 100-year return period has a 2% efficacy.

Keywords: flood detention space, land-use, spatial planning, Zhuoshuei River, Taiwan

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797 Carnatic Music Ragas and Their Role in Music Therapy

Authors: Raghavi Janaswamy, Saraswathi K. Vasudev

Abstract:

Raga, as the soul and base, is a distinctive musical entity, in the music system, with unique structure on its construction of srutis (musical sounds) and application. One of the essential components of the music system is the ‘tala’ that defines the rhythm of a song. There are seven basic swaras (notes) Sa, Ri, Ga, Ma, Pa, Da and Ni in the carnatic music system that are analogous to the C, D, E, F, G, A and B of the western system. The carnatic music further builds on conscious use of microtones, gamakams (oscillation) and rendering styles. It has basic 72 ragas known as melakarta ragas, and a plethora of ragas have been developed from them with permutations and combinations of the basic swaras. Among them, some ragas derived from a same melakarta raga are distinctly different from each other and could evoke a profound difference in the raga bhava (emotion) during rendering. Although these could bear similar arohana and avarohana swaras, their quintessential differences in the gamakas usage and srutis present therein offer varied melodic feelings; variations in the intonation and stress given to certain swara phrases are the root causes. This article enlightens a group of such allied ragas (AR) from the perspectives of their schema and raga alapana (improvisation), ranjaka prayogas (signature phrases), differences in rendering tempo, gamakas and delicate srutis along with the range of sancharas (musical phrases). The intricate differences on the sruti frequencies and use of AR in composing kritis (musical compositions) toward emotive accomplishments such as mood of valor, kindness, love, humor, anger, mercy to name few, have also been explored. A brief review on the existing scientific research on the music therapy on some of the Carnatic ragas is presented. Studying and comprehending the AR, indeed, enable the music aspirants to gain a thorough knowledge on the subtle nuances among the ragas. Such knowledge helps leave a long-lasting melodic impression on the listeners and enable further research on the music therapy.

Keywords: Carnatic music, allied ragas, melakarta, gamakam

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796 Attitudes towards People with Disability and Career Interest in Disability Studies: A Study of Clinical Medical Students of a Tertiary Institution in Southeastern Nigeria

Authors: Ebele V. Okoli, Emmanuel Nwobi, Dozie Ezechukwu, Ijeoma Itanyi

Abstract:

One in seven people worldwide suffer from a disability. 80% of people with disabilities live in developing countries. Negative attitudes and misconceptions among health-care providers constitute barri¬ers to optimal health care for people with disabilities. This underscores the relevance of a study of the attitude of Nigerian medical students towards disability and their willingness to work in the disability sector. This was a descriptive cross-sectional study conducted among 254 penultimate and final year medical students of a university in southeastern Nigeria. The mean age of the students was 24.8 ± 3.12 years. Majority of the students were male (75.2%), single (96.9%), of the Igbo tribe (86.6%), Christian (97.6%) and grew up in urban areas (68.1%). Results indicated that the medical students had a predominantly positive attitude towards people with disability as 73.8% had a positive attitude and mean attitude score was 67.03 ± 0.14 (positive attitude = 61 – 120, negative attitude = 0 - 60). Chi-square analysis did not show any significant effect of demographic and social factors on the students’ attitude towards People with Disabilities. The students were mostly willing to work in areas that address the challenges of people with disability (70.4%) but a greater proportion had never heard about Disability Studies (67.5%). About a third of the students (33.2%) would like to travel abroad to practice in the disability sector. Conclusions: The students generally had a positive attitude towards people with disability and a greater percentage were willing to work in the disability sector in their future career. About two-thirds had however, never heard about disability studies. There was some potential for brain drain among the students as a third of the population intended to practice abroad on graduation.

Keywords: attitudes, career interest, disability, medical students

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795 The Economic Benefits of Higher Education to the Graduates in the Philippines

Authors: Christia C. Baltar

Abstract:

Everybody goes to primary education but not all proceed to secondary education because of poverty and it is evident in the Philippines. Moreover, the number goes down when they reach higher education. The researcher believes that higher education may improve the standard of living of the family looking at the economic benefits of it. Once one graduated from a particular degree, one may employ with higher wage than those who are non-degree holder. Every year the Philippines produce more than five hundred thousand graduates of higher education and it keeps on increasing every year. Thus, the competition in the employment is really high. It is then important to pursue higher education than settling to a high school graduate because a degree is what most of the employer is looking for. The Philippine government through the Department of Labor and Employment is offering job fairs to all cities as much as possible just to cater employment for those graduates away from urban areas like in Manila and even the privates sectors also proposing for job fairs. Researcher conducted a survey in her institution and she further used secondary information to strengthen the findings of her survey. Researcher used descriptive measures, chi-square test for independence, and the correlation coefficient to analyze the data in her survey. In the survey conducted results show that there was an increase on the income of the family of the graduates of higher education. The graduates believed that their standard of living improved because they were able to work in a better job. The data were analyzed and the results show that there was no significant relationship on sex, age and marital status of the graduates to their economic status but the degree program they enrolled in the tertiary education affects their economic status. The impact of earning higher education can be seen indirectly to the economic growth of the Philippines. Finally, researcher concludes that there is direct and indirect impact of the higher education to the economic status of the graduates.

Keywords: economic benefits, economic status, graduate, higher education

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794 Bacillus thuringiensis CHGP12 Uses a Multifaceted Strategy to Suppress Fusarium Wilt of Chickpea and to Enhance the Total Biomass of Chickpea Plants

Authors: Muhammad Naveed Aslam, Rida Fatima, Anam Moosa, Muhammad Taimoor Shakeel

Abstract:

Bacillus strains produce antifungal secondary metabolites making them potential candidates for suppressing Fusarium wilt of chickpea disease. In this study, eighteen Bacillus strains were evaluated for their antagonistic effect against Fusarium oxysporum f. sp. ciceris causing Fusarium wilt of chickpea disease. In a direct antifungal assay, thirteen strains showed significant inhibition zones while the remaining five strains did not produce inhibition zones of FOC. Bacillus thuringiensis CHGP12 was the most promising strain exhibiting the highest inhibition of FOC. Antifungal lipopeptides were extracted from CHGP12 strain which showed significant inhibition of the pathogen. Liquid chromatography mass spectrometry (LCMS) analysis revealed that CHGP12 was positive for the presence of iturin, fengycin, surfactin, bacillaene, bacillibactin, plantazolicin, and bacilysin. CHGP12 was tested for biochemical determinants in an in vitro qualitative test where it showed the ability to produce lipase, amylase, cellulase, protease, siderophores, and indole 3-acetic acid (IAA). Furthermore, in a greenhouse experiment CHGP12 also showed a significant decrease in the disease severity in treated plants compared to control. Moreover, CHGP12 also exhibited a significant increase in plant growth parameters viz, root and shoot growth parameters, stomatal conductance, and photosynthesis rate. Conclusively, our findings present the promising potential of Bacillus strain CHGP12 to suppress Fusarium wilt of chickpea and to promote plant growth.

Keywords: liquid chromatography mass spectrometry, growth promotion, antagonism, hydrolytic enzymes, inhibition, lipopeptides.

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793 Developing Performance Model for Road Side Elements Receiving Periodic Maintenance

Authors: Ayman M. Othman, Hassan Y. Ahmed, Tallat A. Ali

Abstract:

Inadequate maintenance programs and funds allocated for highway networks in the developed countries have led to fast deterioration of road side elements. Therefore, this research focuses on developing a performance model for road side elements periodic maintenance activities. Road side elements that receive periodic maintenance include; earthen shoulder, road signs and traffic markings. Using the level of service concept, the developed model can determine the optimal periodic maintenance intervals for those elements based on a selected level of service suitable with the available periodic maintenance budget. Data related to time periods for progressive deterioration stages for the chosen elements were collected. Ten maintenance experts in Aswan, Sohag and Assiut cities were interviewed for that purpose. Time in months related to 10%, 25%, 40%, 50%, 75%, 90% and 100% deterioration of each road side element was estimated based on the experts opinion. Least square regression analysis has shown that a power function represents the best fit for earthen shoulders edge drop-off and damage of road signs with time. It was also evident that, the progressive dirtiness of road signs could be represented by a quadratic function an a linear function could represent the paint degradation nature of both traffic markings and road signs. Actual measurements of earthen shoulder edge drop-off agree considerably with the developed model.

Keywords: deterioration, level of service, periodic maintenance, performance model, road side element

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792 Evaluation of Two Earliness Cotton Genotypes in Three Ecological Regions

Authors: Gholamhossein Hosseini

Abstract:

Two earliness cotton genotypes I and II, which had been developed by hybridization and backcross methods between sindise-80 as an early maturing gene parent and two other lines i.e. Red leaf and Bulgare-557 as a second parent, are subjected to different environmental conditions. The early maturing genotypes with coded names of I and II were compared with four native cotton cultivars in randomized complete block design (RCBD) with four replications in three ecological regions of Iran from 2016-2017. Two early maturing genotypes along with four native cultivars viz. Varamin, Oltan, Sahel and Arya were planted in Agricultural Research Station of Varamin, Moghan and Kashmar for evaluation. Earliness data were collected for six treatments during two years in the three regions except missing data for the second year of Kashmar. Therefore, missed data were estimated and imputed. For testing the homogeneity of error variances, each experiment at a given location or year is analyzed separately using Hartley and Bartlett’s Chi-square tests and both tests confirmed homogeneity of variance. Combined analysis of variance showed that genotypes I and II were superior in Varamin, Moghan and Kashmar regions. Earliness means and their interaction effects were compared with Duncan’s multiple range tests. Finally combined analysis of variance showed that genotypes I and II were superior in Varamin, Moghan and Kashmar regions. Earliness means and their interaction effects are compared with Duncan’s multiple range tests.

Keywords: cotton, combined, analysis, earliness

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791 Prognosis of Interstitial Lung Disease (ILD) Based on Baseline Pulmonary Function Test (PFT) Results in Omani Adult Patients Diagnosed with ILD In Sultan Qaboos University Hospital

Authors: Manal Al Bahri, Saif Al Mubahisi, Shamsa Al Shahaimi, Asma Al Qasabi, Jamal Al Aghbari

Abstract:

Introduction: ILD is a common disease worldwide and in Oman. No previous Omani study was published regarding ILD prognosis based on baseline PFT results and other factors. This study aims to determine the severity of ILD by the baseline PFT, correlate between baseline PFT and outcome, and study other factors that influence disease mortality. Method: It is a retrospective cohort study; data was collected from January 2011 to December 2021 from electronic patient records (EPR). Means, Standard Deviations, frequencies, and Chi-square tests were used to examine the different variables in the study. Results: The total population of the study was 146 patients; 87 (59.6%) were females, and 59 (40.4%) were males. The median age was 59 years. Age at diagnosis, CVA, rheumatological disease, and baseline FVC were found to be statistically significant predictors of mortality .59.6% of the patients are diagnosed with IPF. Most of our study patients had mild disease based on baseline FVC. Death was higher with the more severe disease based on FVC. In mild disease (FVC >70%), 26.9% of the patients died. In moderate disease (FVC 50-69%),55.7% of the patients died, and in the severe group (FVC <50 %), 55.1% died. This was statistically significant with a P value of 0. 001. There is no statistically significant difference in the overall survival distribution between the different groups of DLCO. Conclusion: In our study, we found that ILD is more common among females, but death is more common among males. Based on baseline PFT, we can predict mortality by FVC level, as moderate to severe limitation is associated with a lower survival rate. DLCO was not a statistically significant parameter associated with mortality.

Keywords: PFT, ILD, FVC, DLCO, mortality

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790 Artificial Insemination for Cattle and Carabaos in Bicol Region, Philippines: Its Implementation and Assessment

Authors: Lourdita Llanto

Abstract:

This study described and assessed the implementation of artificial insemination (AI) for cattle and carabaos in the Bicol Region, Philippines: Albay, Sorsogon and Camarines Sur. Three hundred respondents were interviewed. Results were analyzed using frequency counts, means, percentages and chi-square test. Semen samples from different stations were analyzed for motility, viability and morphology. T-test was used in semen quality evaluation. Provincial AI coordinators (PAIC) were male, averaging 59 years old, married, had college education, served in government service for 34 years, but as PAIC for 5.7 years. All had other designations. Mean AI operation was 11.33 years with annual support from the local government unit of Php76,666.67. AI technicians were males, married, with college education, and trained on AI. Problems were on mobility; inadequate knowledge of farmers in animal raising and AI; and lack of liquid nitrogen and frozen semen supply. There was 2.95 municipalities and breedable cattle/carabaos of 3,091.25 per AI technician. Mean number of artificially inseminated animals per AI technician for 2011 was 28.57 heads for carabaos and 8.64 heads for cattle. There was very low participation rate among farmers. Carabaos were 6.52 years with parity 1.53. Cattle were 5.61 years, with parity of 1.51. Semen quality significantly (p ≤ 0.05) deteriorated in normal and live sperm with storage and handling at the provincial and field stations. Breed, AI technicians practices and AI operation significantly affected conception rate. Mean conception rate was 57.62%.

Keywords: artificial insemination, carabao, parity, mother tanks, frozen semen

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789 Encapsulated Western Red Cedar (Thuja Plicata) Essential Oil as a Prospective Biopesticide against Phytophthora Pathogens

Authors: Aleksandar M. Radojković, Jovana M. Ćirković, Sanja Z. Perać, Jelena N. Jovanović, Zorica M. Branković, Slobodan D. Milanović, Ivan Lj. Milenković, Jovan N. Dobrosavljević, Nemanja V. Simović, Vanja M. Tadić, Ana R. Žugić, Goran O. Branković

Abstract:

In many parts of the world, various Phytophthora species pose a serious threat to forests and crops. With the rapidly growing international trade in plants and the ongoing impacts of climate change, the harmful effects of plant pathogens of the genus Phytophthora are increasing, damaging the biodiversity and sustainability of forest ecosystems. This genus is one of the most destructive plant pathogens, causing the majority of fine root (66%) and collar rot diseases (90%) of woody plant species worldwide. Eco-friendly biopesticides, based on plant-derived products, such as essential oils (EOs), are one of the promising solutions to this problem. In this study, among three different EOs investigated (Chamaecyparis lawsoniana (A. Murr.) Parl., Thuja plicata Donn ex D.Don and Juniperus communis L.), western red cedar (Thuja plicata) essential oil almost completely inhibited the growth of three Phytophthora species (P. plurivora Jung and Burgess, P. quercina Jung, and P. ×cambivora (Petri) Buisman) during seven days of exposure for the EO concentrations of 0.1% and 0.5% (v/v). To prolong the inhibiting effect, Thuja plicata EO was encapsulated into a biopolymer matrix consisting of a chitosan-gelatin mixture to form a water-in-oil emulsion. This approach allowed the prolonged effect of the essential oil by its slow release from the biopolymer matrix and protection of the active components from atmospheric influences. Thus, it was demonstrated that encapsulated Thuja plicata EO consisting of sustainable bioproducts is efficient in controlling of Phytophthora species and can be considered a means of protection in natural and semi-natural ecosystems.

Keywords: emulsions, essential oils, phytophthora, thuja plicata

Procedia PDF Downloads 57
788 Perceived Effects of Work-Family Balance on Employee’s Job Satisfaction among Extension Agents in Southwest Nigeria

Authors: B. G. Abiona, A. A. Onaseso, T. D. Odetayo, J. Yila, O. E. Fapojuwo, K. G. Adeosun

Abstract:

This study determines the perceived effects of work-family balance on employees’ job satisfaction among Extension Agents in the Agricultural Development Programme (ADP) in southwest Nigeria. A multistage sampling technique was used to select 256 respondents for the study. Data on personal characteristics, work-family balance domain, and job satisfaction were collected. The collected data were analysed using descriptive statistics, Chi-square, Pearson Product Moment Correlation (PPMC), multiple linear regression, and Student T-test. Results revealed that the mean age of the respondents was 40 years; the majority (59.3%) of the respondents were male, and slightly above half (51.6%) of the respondents had MSc as their highest academic qualification. Findings revealed that turnover intention (x ̅ = 3.20) and work-role conflict (x ̅ = 3.06) were the major perceived work-family balance domain in the studied areas. Further, the result showed that the respondents have a high (79%) level of job satisfaction. Multiple linear regression revealed that job involvement (ß=0.167, p<0.01) and work-role conflict (ß= -0.221, p<0.05) contributed significantly to employees’ level of job satisfaction. The results of the Student T-test revealed a significant difference in the perceived work-family balance domain (t = 0.43, p<0.05) between the two studied areas. The study concluded that work-role conflict among employees causes work-family imbalance and, therefore, negatively affects employees’ job satisfaction. The definition of job design among the respondents that will create a balance between work and family is highly recommended.

Keywords: work-life, conflict, job satisfaction, extension agent

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787 Impact of Education on Levels of Physical Activity and Depression in Taiwanese Vegetarians and Omnivores

Authors: Ya-Lin Chang, Chia Chen Chang, Yu-Ru Liang, Joyce Chen, You-Kang Chang, Tina Chiu

Abstract:

Physical activity and mental health status are important for health. The purpose of this study was to examine levels of physical activities and depression in Taiwanese vegetarians (VEG) and omnivores (OMNI). Sixty-three vegetarians (20 males) and 56 omnivores (23 males) with an average age of 51 years were recruited for a food frequency validation study at Taipei Tzu Chi Hospital from July to September in 2016. Participants filled out a validated Chinese version international physical activity questionnaire-short-form (IPAQ), Beck Depression Inventory-II-Chinese version (BDI), food frequency questionnaire (FFQ) and a questionnaire on demographics and medical history upon recruitment. Total BDI scores were calculated for depression and the metabolic equivalent of task (MET) was calculated for physical activity levels. Mann-Whitney U tests and Chi-square test were used to compare demographics, physical activity levels and depression scores. VEG and OMNI did not differ significantly on MET (1441.9 ± 3387.3 vs. 1605.8 ± 2486.1. p=0.2652, respectively). VEG scored slightly lower on BDI compared to OMNI without statistical significance (5.6 ± 5.7 vs. 7.4 ± 6.3. p=0.06). In addition, we found that regardless of diet practice, those who held a college degree and above scored better on MET (1788.1 ± 2532.6 vs. 1215.5 ± 3425.5. p=0.0014) and BDI (5.2 ± 5.1 vs. 7.8 ± 6.7. p=0.03). In this cross-sectional study, Taiwanese vegetarians and omnivores scored comparatively on physical activity levels and depression. However, education is a significant determinant of physical activity and depression.

Keywords: BDI, diet, education, physical activity

Procedia PDF Downloads 371
786 Evaluation of the Need for Seismic Retrofitting of the Foundation of a Five Story Steel Building Because of Adding of a New Story

Authors: Mohammadreza Baradaran, F. Hamzezarghani

Abstract:

Every year in different points of the world it occurs with different strengths and thousands of people lose their lives because of this natural phenomenon. One of the reasons for destruction of buildings because of earthquake in addition to the passing of time and the effect of environmental conditions and the wearing-out of a building is changing the uses of the building and change the structure and skeleton of the building. A large number of structures that are located in earthquake bearing areas have been designed according to the old quake design regulations which are out dated. In addition, many of the major earthquakes which have occurred in recent years, emphasize retrofitting to decrease the dangers of quakes. Retrofitting structural quakes available is one of the most effective methods for reducing dangers and compensating lack of resistance caused by the weaknesses existing. In this article the foundation of a five-floor steel building with the moment frame system has been evaluated for quakes and the effect of adding a floor to this five-floor steel building has been evaluated and analyzed. The considered building is with a metallic skeleton and a piled roof and clayed block which after addition of a floor has increased to a six-floor foundation of 1416 square meters, and the height of the sixth floor from ground state has increased 18.95 meters. After analysis of the foundation model, the behavior of the soil under the foundation and also the behavior of the body or element of the foundation has been evaluated and the model of the foundation and its type of change in form and the amount of stress of the soil under the foundation for some of the composition has been determined many times in the SAFE software modeling and finally the need for retrofitting of the building's foundation has been determined.

Keywords: seismic, rehabilitation, steel building, foundation

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785 Status of Production, Distribution and Determinants of Biomass Briquette Acceptability in Kampala, Uganda

Authors: David B. Kisakye, Paul Mugabi

Abstract:

Biomass briquettes have been identified as a plausible and close alternative to commonly used energy fuels such as charcoal and firewood, whose prices are escalating due to the dwindling natural resource base. However, briquettes do not seem to be as popular as would be expected. This study assessed the production, distribution, and acceptability of the briquettes in the Kampala district. A total of 60 respondents, 50 of whom were briquette users and 10 briquette producers, were sampled from five divisions of Kampala district to evaluate consumer acceptability, preference for briquette type and shape. Households and institutions were identified to be the major consumers of briquettes, while community-based organizations were the major distributors of briquettes. The Chi-square test of independence showed a significant association between briquette acceptability and briquette attributes of substitutability and low cost (p < 0,05). The Kruskal Wallis test showed that low-income class people preferred non-carbonized briquettes. Gender, marital status, and income level also cause variation in preference for spherical, stick, and honeycomb briquettes (p < 0,05). The major challenges faced by briquette users in Kampala were; production of a lot of ash, frequent crushing, and limited access to briquettes. The producers of briquettes were mainly challenged by regular machine breakdown, raw material scarcity, and poor carbonizing units. It was concluded that briquettes have a market and are generally accepted in Kampala. However, user preferences need to be taken into account by briquette produces, suitable cookstoves should be availed to users, and there is a need for standards to ensure the quality of briquettes.

Keywords: consumer acceptability, biomass residues, briquettes, briquette producers, distribution, fuel, marketability, wood fuel

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784 Structural Behaviour of Small-Scale Fibre-Filled Steel Tubular Planar Frames

Authors: Sadaf Karkoodi, Hassan Karampour

Abstract:

There is a growing interest in the construction industry towards hybrid systems. The hybrid systems use construction materials such as timber, steel, and concrete smartly, can be prefabricated, and are cost-effective and sustainable solutions to an industry targeting reduced carbon footprint. Moreover, in case of periodical shortage in timber resources, reusable and waste wood such as fibres can be used in the hybrid modules, which facilitates the circular economy. In this research, a hybrid frame is proposed and experimentally validated by introducing dried wood fibre products inside cold-formed steel square hollow sections without using any adhesives. As such, fibre-filled steel tubular (FFST) columns, beams, and 2D frames are manufactured and tested. The results show that the FFST columns have stiffness and strength 44% and 55% higher than cold-formed steel columns, respectively. The bearing strength of the FFST beams shows an increase of 39.5% compared to steel only. The flexural stiffness and strength of the FFST beams are 8.5% and 28% higher than the bare steel beams, respectively. The FFST frame depicted an 18.4% higher ultimate load capacity than the steel-only frame under a mid-point concentrated load. Moreover, the FFST beam-to-column bolted connection showed high ductile performance. The initial results and the proposed simple manufacturing process suggest that the proposed FFST concept can be upscaled and used in real structures.

Keywords: wood fibre, reusing wood, fibre-filled steel, hybrid construction

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783 Habitate Potentials of Human Societies in the Alluvial Cone of the Sistan Plain in the Bronze Age

Authors: Reza Mehrafarin, Nafiseh Mirshekari, Mahila Mehrafarin

Abstract:

Sistan is one of the ancient regions of Iran, which is located in the east of this country. 1660 ancient sites were identified in the archeological field surveys that we did in this area. Of these, about 900 sites belong to the Bronze Age, which are located in an area of about 3000 square kilometers. The Bronze Age in Iran began at the end of the fourth millennium BC and ended at the beginning of the second millennium BC. During this period, many cities and villages were established in Sistan, that the burnt city (Shahr-e Sokhta) was its most important center, with an area of about 150 hectares and a population of 5,000. In this article, we have tried to identify and introduce the most important features of the Bronze Age of Sistan, especially the burnt city. Another goal of the article is to identify the factors that led to the emergence of the Bronze Age, especially urbanization in Sistan at the end of the fourth millennium BCand then we want to know what factors caused the destruction of Bronze Age civilization and urbanization in Sistan. Studying and evaluating these factors are the most important goals of this article. The research method of this article is field research. As we surveyed all of Sistan with a large number of archaeologists for two years in order to identify its ancient sites and understanding its geographical space. The result of this survey led to the identification of a large number of ancient sites which were formed in three major terraces in Sistan. The most important factor in the emergence of these civilizations, especially the Bronze Age in Sistan, was the Hirmand River. On the other hand, the most important factor in the destruction of the Bronze Age and its cities in Sistan was the Hirmand River.As it was destroyed by the movement of the Hirmand River bed or the long droughts of the Bronze Age of Sistan.

Keywords: archaeological survey, bronze age, sistan, urbanization

Procedia PDF Downloads 91
782 The Microflora Assessment of the Urethra Area of Children with Newly Diagnosed Type 1 Diabetes

Authors: Ewa Rusak, Sebastian Seget, Aleksandra Mroskowiak, Mirosław Partyka, Ewa Samulska, Julia Strózik, Anna Wilk, Przemysława Jarosz-Chobot

Abstract:

Introduction: Various infections can affect children suffering from Type 1 Diabetes (T1D) because of dysfunctions of the immune system. The urinary tract and urethra of these children can be easily infected areas because of glycosuria. Aim: The microflora assessment of the urethra area of children with newly diagnosed T1D. Methods: The materials of the study were swabs taken prospectively from the urethral area of 63 children at the time of diagnosis of T1D (37 boys), then the results were correlated to the clinical parameters. In the statistical analysis, there were T student, Chi square, and U Mann-Whitney tests used. Results: The mean age was 9.4 years (6 months-17.4 years). The mean HbA1c value was 12.1% (5,6% - 20.1%). The mean value of glycosuria was 4463.2 mg/dl (0 - 9770 mg/dl). Ketoacidosis was diagnosed in 29 children (49%). The following microbial species were isolated in the collected materials: Staphylococcus epidermidis in 18 children (28.6%), Enterococcus faecalis in 17 children (27%), Candida albicans in 15 children (23.8%), coagulase-negative staphylococciin 11 children (17.5%), group B Streptococcus beta-hemolysis in 10 children (15.9%), S. aureus, E. coli, S. anginosus, C. glucuronolyticum, and A. urinae in 7 children each (11.1%), group B Streptococcus beta-hemolysis and S. hominis in 6 children each (9.5%), L. gasseri in 5 children (7.5%), C. dubliniensis in 4 children (6.3) and other, isolated cases. 2 of diagnosed patients were cultured negatively (3.2%). There were statistical correlations between the type of colonisation and patients’ sex and HbA1C value. Conclusions: It is extremely important to examine the urethral area at the time of diagnosis of T1D in order to detect inflammation and to undertake the appropriate and effective intervention.

Keywords: diabetology, skin disorders, microbiology, microflora

Procedia PDF Downloads 133
781 Health Effect of the Central European Diet in Postmenopausal Women with Increased Waist Circumference: A Preliminary Study

Authors: Joanna Bajerska, Agata Chmurzyńska, Agata Muzsik, Patrycja Krzyżanowska, Klaudia Łochocka, Jarosław Walkowiak

Abstract:

The Mediterranean diet (MED) is regarded as beneficial in the therapy of central obesity-associated metabolic abnormalities. However, in the traditional diet of the Central European countries, food items with positive nutritional profiles (rye bread, oats, buckwheat, herrings, linseed and rapeseed oil, berries, apples, plums, root vegetables etc.) are also used. We hypothesized that the Central European Diet (CED) may be comparatively effective in reducing symptoms of central obesity as MED. We tested the health effects of the CED, which is an environmentally friendly regional diet and the traditional MED diet in a group of postmenopausal centrally obese women. A total 58 with a mean age of 60 y (50-70y), body mass index (in kg/m(2)) of 33.4 (22.6-47.3), and waist circumference of 105 cm (87.5-137 cm) were randomly assigned to receive either the diet based on food items commonly used in Central Europe (the CED group; n = 29) or the Mediterranean diet (the MED group; n = 29) for 15 weeks. Body mass and body composition were measured with a Bod Pod (Cosmed, Italy). A non-elastic flexible measuring tape was used to measure waist circumference. Additionally, blood pressure, plasma lipid and glucose levels were assessed with the use of a biochemical analyzer. A total of 50 subjects [86% (CED 83%; MED 90%)] completed the intervention. A high dietary compliance for both described diets was achieved. The mean (±SEM) weight and waist circumference changes were -7.4 ± 0.7 kg; -8.3 ± 0.7 cm and -8.1 ± 0.5 kg; -7.1 ± 0.6 cm for the CED and MED groups, respectively. Moreover, there were no differences between the effectiveness of the diets used in terms of the influence on fat mass, blood pressure, and biochemical parameters. The preliminary data suggest that both described diets may be successfully used for improving central obesity-associated metabolic abnormalities. The project was financed by the National Science Centre awarded based on the number of decision DEC-013/09/B/NZ9/02365

Keywords: central european diet, central obesity, Mediterranean diet, metabolic abnormalities

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780 International and Intercultural Communication Design: Case Study of Manipulative Advertising

Authors: Faiqa Jalal

Abstract:

The purpose of the following research paper is to discuss the differentiating meanings of culture and how popular culture has maintained a great impact on intercultural and international behavior. The following discussion leads to the notion of communicating cultural impact on behavior through advertising and sub-cultural theory in advertising. Although towards the end of the research, the complexities that develop through the above discussion, lead to the solution that ‘advertising gives meaning to the otherwise meaningless and identical objects through linking them to our basic needs’. In today’s fast paced digital world, it is difficult to define culture, literally, since its meaning tends to shift through series of different perceptions such as ‘how’ and ‘why’ it should be used. This notion can be taken towards another notion of popular culture. It is dependent on ‘attitudes, ideas, images, perspectives and other phenomena within the mainstream of a given culture’. Since popular culture is influenced by mass media, it has a way of influencing an individual’s attitude towards certain topics. For example, tattoos are a form of human decorations, that have historic significance, and a huge spectrum of meanings. Advertising is one aspect of marketing that has evolved from the time when it was ‘production oriented’, up till the time it started using different mediums to make its impact more effective. However, this impact has confused us between our needs and desires. The focus in this paper is ‘we consume to acquire a sense of social identity and status, not just for the sake of consumption’. Every culture owns different expressions, which are then used by advertisers to create its impact on the behavior of people sub-culturally and globally, as culture grows through social interaction. Advertisers furthermore play a smart role in highlighting quality of life ranging from ‘survival to well-being’. Hence, this research paper concludes by highlighting that culture is considered as a ‘basic root’ of any community that also provides solution to certain problems; however, advertisers play their part in manipulating society’s literacy and beliefs by rationalizing how relevant certain products/brands are to their beliefs.

Keywords: mass media, popular culture, production oriented, sub-culture

Procedia PDF Downloads 204