Search results for: least significant bits
Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 16525

Search results for: least significant bits

14695 Long Term Monitoring and Assessment of Atmospheric Aerosols in Indo-Gangetic Region of India

Authors: Ningombam Linthoingambi Devi, Amrendra Kumar

Abstract:

The long term sampling at one of the most populated city in Indo-Gangetic region shows higher mass concentration of atmospheric aerosol (PM₂.₅) during spring season (144.70µg/m³), summer season (91.96 µg/m³), the autumn season (266.48µg/m³) and winter season (367.09 µg/m³) respectively. The concentration of PM₂.₅ in Patna across the year shows much higher than the limit fixed by the national ambient air quality level fixed by central pollution control board India (CPCB, India) and World Health Organization (WHO). Different water-soluble cation (Na⁺, K⁺, Ca²⁺, NH₄⁺ , and Mg²⁺) and anion (Cl⁻, NO₃⁻ , and SO₄²⁻) species were detected in PM₂.₅. Results show the significantly higher loaded of water-soluble ions during winter and spring seasons. The acidity of the atmosphere was revealed and calculated using selected major cations (K⁺, Ca²⁺ , and NH₄⁺) and anions (SO₄²⁻, and NO₃⁻). A regression correlation was analyzed to check the significant linkage between the acidity and alkalinity ions. During the winter season (r² = 0.79) and spring season (r² = 0.64) shows good significant correlation between the cations and anions. The ratio of NO₃⁻/SO₄²⁻ indicates the sources of secondary pollutants were mainly influenced by industrial and vehicular emission however SO₄²⁻ mostly emitted from industries during the winter season.

Keywords: aerosols, inorganic species, source apportionment, Indo-Gangetic region

Procedia PDF Downloads 127
14694 Parental and Peer Influences on Juvenile Delinquency: Case Studies in Malaysia

Authors: Tan Bee Piang

Abstract:

The family is always seen as the most important agent of socialization, therefore, abusive parents and broken family have often been highlighted as two main factors contributing to juvenile delinquency. However, several studies have indicated that the peer group is one of the most powerful socialization agents in adolescent development, the influences of family are insignificant after peer influences are taken. This study aimed to investigate the relative influence of parents and peers on juvenile delinquency in Malaysia. Malaysia is a multicultural society, so different types of traditional values and religions permeate all aspects of Malaysian society, and the influences of family and parents are always seen as the most important agents of socialization. 80 juveniles from a reform school in Malaysia have been selected to participate in this study. Based on the experiences of juveniles in this study, it found that peer groups play an important role when the adolescents try to create their own identities. Adolescents merely make friends with those who have similar life experiences, so adolescents are easily influenced by their friends and the juvenile delinquency is mostly group behavior. This research found that there is no significant relationship between family factors and delinquency. The data shows that a significant percentage of juveniles come from middle-class family and most of them are not from broken family. However, most of them have strained family relationship. This research suggests that we should take a look into other causes, like peer influence, of juvenile delinquency in Malaysia.

Keywords: juvenile delinquency, peer influence, group behaviour, family relationship

Procedia PDF Downloads 505
14693 Biosurfactant: A Greener Approach for Enhanced Concrete Rheology and Strength

Authors: Olivia Anak Rayeg, Clotilda Binti Petrus, Arnel Reanturco Ascotia, Ang Chung Huap, Caroline Marajan, Rudy Tawie Joseph Sipi

Abstract:

Concrete is essential for global infrastructure, yet enhancing its rheology and strength in an environmentally sustainable manner remains a significant challenge. Conventional chemical admixtures often pose environmental and health risks. This study explores the use of a phospholipid biosurfactant, derived from Rhizopus oryzae, as an environmentally friendly admixture in concrete. Various concentrations of the biosurfactant were integrated into fresh concrete, partially replacing the water content. The inclusion of the biosurfactant markedly enhanced the workability of the concrete, as demonstrated by Vertical Slump, Slump Flow, and T50 tests. After a 28-day curing period, the concrete's mechanical properties were assessed through compressive strength and bonding tests. Results revealed that substituting up to 10% of the water with the biosurfactant not only improved workability but also significantly increased both compressive and flexural strength. These findings highlight the potential of phospholipid biosurfactant as a biodegradable and non-toxic alternative to traditional admixtures, enhancing both structural integrity and sustainability in concrete. This approach reduces environmental impact and production costs, marking a significant advancement in sustainable construction technology.

Keywords: concrete rheology, green admixture, fungal biosurfactant, phospholipids, rhizopus oryzae

Procedia PDF Downloads 32
14692 Clinical Characteristics of Autistic children Receiving Care in Rehabilitation Centers in Sana'a City, Yemen

Authors: Hamdan Hamood Aldumaini, Amjad Hussein Meqdam, Shamsaldeen kassim Ali, Hamed Mohammed Al-Yousefi, Haron Ahmed Al-Badawi

Abstract:

Background: Autism Spectrum Disorder (ASD) is a complex developmental challenge characterized by significant impairments in social interaction, communication, and behavioral patterns. Diagnosing ASD is challenging due to the lack of definitive medical tests, making early identification crucial. Therefore, increasing people's awareness about autism leads to early diagnosis and better prognosis. Objective: Our study aims to identify the initial symptoms prompting families to seek medical advice, determine the timeline between symptom onset and formal diagnosis, and explore methods for assessing the severity of ASD. Subjects and Methods: The study design employed was a descriptive cross-sectional design, which was suitable for the nature of the research. The data collection took place from March 5, 2022, to April 5, 2022, in Autism Rehabilitation Centers in Sana'a, Yemen. The study population consisted of all children who were diagnosed with autism and visited Autism rehabilitation centers in Sana'a city. The sample size was determined using Epi info version 7, and a total population of 587 autistic children attending the treatment was calculated, but only 250 children were included in this study (176 were male vs. 74 female). Result: In terms of sociability problems, it was found that a significant proportion of Yemeni children with autism experienced difficulties in this area. Specifically, 39.6% were classified as having severe sociability problems, while 28.4% were classified as having moderate issues. Sensory-cognitive awareness problems were also prevalent among the respondents, with 29.6% exhibiting severe difficulties in this domain. Health and physical problems were identified as significant concerns for Yemeni children with autism. The results indicated that 38.4% of the participants experienced severe health and physical issues. Identifying the first symptoms of autism is crucial for early detection and intervention. According to the study, speech delay was the most commonly observed first abnormality, reported by 71.3% of parents. Communication difficulties with others were the second most noticed abnormality, reported by 54.9% of parents. Repetitive movements were the third most commonly observed abnormality, reported by 18% of parents. Regarding the awareness among parents of ASD, our study showed that a significant portion (62%) of parents lack awareness about Autism Spectrum Disorder (ASD) and its causes. Surprisingly, a majority of these parents (over 80%) believe that autism is a curable condition. Additionally, more than half (51.2%) of the parents surveyed reported insufficient knowledge about medication options available to support therapy and rehabilitation for their autistic children.

Keywords: autism characteristics, rehabilitation centres, yemen, children

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14691 The Effect of Education given to Parents of Children with Sickle Cell Anemia in Turkey and Chad to Reduce Children's Pain

Authors: Fatima El Zahra Amin, Emine Efe

Abstract:

This study was carried out to evaluate the effect of the education program for parents of children with Sickle Cell Anemia, on the knowledge level of parents and the reduction of pain relief by non-pharmacological methods used by parents at home. In Turkey, 54 parents and 109 from Chad agreed to participate in the survey. The data were collected by the researcher using a face-to-face interview method. Non-pharmacological treatment information form for parents, face expressions rating scale, and parent education program for non-pharmacological methods used in children with sickle cell anemia were used. It was determined that there was a statistically significant difference between the educational status, occupation, disease status, place of residence, family structure and age of parents of Chad and Turkey. According to the ratings of facial expressions scale, it was concluded that there was no significant difference between the children’s average degree of pain before and after administration of non-pharmacological methods by the groups of Chad and Turkey. It was determined that the educational programs prepared for parents of children with sickle cell anemia in both Turkey and Chad were effective in increasing the knowledge level of parents and also in reducing pain crisis with non-pharmacological methods parents used at home.

Keywords: Chad, child, non-pharmacological treatment methods, nurse, sickle cell anemia, Turkey

Procedia PDF Downloads 261
14690 The Use of Global Positioning Systems to Evaluate the Effect of Protein and Carbohydrate Supplementation on Collegiate Soccer Performance

Authors: Joshua Bradley, Matthew Buns

Abstract:

This study aimed to identify the effect of concurrent nutritional supplementation on soccer performance as players ingested either carbohydrate CHO (52 g of Cytocarb Maltodextrin) or a combined carbohydrate and protein PRO (Muscle Milk Pro Series 17g CHO + 50 g PRO liquid) supplement. Twelve male, junior college soccer players (age: 18 ± 6 years, wt. 73.3 ± 8.6 kg) completed three trials wearing global positioning systems (GPS) to measure total running distance and sprinting distance during soccer simulation games. The first match simulation was a baseline match with no supplementation. One hour prior to the second match, simulation players were randomly assigned to one of two supplemental groups CHO or CHO + PRO. A repeated measures ANOVA with a Greenhouse-Geisser correction revealed a statistically significant increase in the total distance run for the CHO supplementation group in comparison to the CHO + PRO group (10.19 ± .200 km vs. 9.77± .194km, p = .035). Although the total running distance was meaningfully influenced by the supplementation, the pattern of response for total sprinting distance was not influenced by supplementation. There was a decline in sprinting distance and total running distance from first half to second half, both for the control (M = -0.01 km, SD = 0.17) and CHO supplementation group (-0.04 km, SD = .19), although these differences were not statistically meaningful. There was a positive correlation between sprinting distance and total distance, which was statistically significant (r = -.514, n = 36, p = .01) In conclusion, supplementation influenced the pattern of activity and demonstrated between-trial differences.

Keywords: GPS, nutrition, simulation, supplementation

Procedia PDF Downloads 138
14689 Effect of Elevated Temperatures on Trans Fat Content and Oxidative Parameters of Groundnut Oil

Authors: Akanksha Jain, Santosh J. Passi, William Selvamurthy, Archna Singh

Abstract:

Heating/frying at elevated temperatures cause numerous physiochemical reactions including oxidative deterioration and trans fatty acid (TFA) formation; however Indian data on these parameters are scanty. The present study was designed to assess the effect of constant heating/frying on formation of TFAs and oxidative stability in groundnut oil. 750 mL of the oil was heated in a large iron karahi (utensil similar to a wok) and freshly cut potato strips were fried constantly at varying temperatures (160ºC, 180ºC, 200ºC, 220ºC, 230ºC). In each case, the oil sample was drawn after one hour and stored at –20ºC until analysed. While TFA was estimated using gas chromatography with flame ionisation detector (AOCS official method Ce 1h–05), other chemical parameters were assessed by AOCS official methods. Oil samples subjected to heating/frying at varying temperatures demonstrated a significant increase in TFAs (p < 0.01) and saturated fatty acids (p < 0.01) while there was a corresponding decrease in cis-unsaturated fatty acids (p < 0.01). Frying process demonstrated greater TFA formation (mean TFA at 160ºC being 0.11±0.01g/100g; at 230ºC it being 2.33±0.05g/100g) as compared to heating alone (mean TFA at 160ºC being 0.07g±0.01/100g; at 230ºC it being 0.47±0.02g/100g), indicating that there was a significant difference in the generation of TFAs during the two thermal treatments (heating vs. frying; p=0.05). With increasing temperatures, acid value, p-anisidine value and total oxidation (TOTOX) value registered a significant increase (p < 0.01); however, peroxide value was found to be inconsistent. Thus, the formation of TFA and various oxidative parameters (except peroxide value) is directly influenced by the temperature of heating/frying. Since TFA formation and poor oxidative stability of oils can pose serious health concerns, food safety agencies/organizations need to devise appropriate policies, stringent food laws/standards and impose necessary safety regulations to curb oil abuse during the process of heating and frying. There is a dire need to raise consumer awareness regarding deleterious health effects of TFA and oxidative deterioration of oils at elevated temperatures employed during heating/frying procedures.

Keywords: cis-unsaturated fatty acid, oxidative stability, saturated fatty acid, trans fatty acid

Procedia PDF Downloads 173
14688 Synergy Effect of Energy and Water Saving in China's Energy Sectors: A Multi-Objective Optimization Analysis

Authors: Yi Jin, Xu Tang, Cuiyang Feng

Abstract:

The ‘11th five-year’ and ‘12th five-year’ plans have clearly put forward to strictly control the total amount and intensity of energy and water consumption. The synergy effect of energy and water has rarely been considered in the process of energy and water saving in China, where its contribution cannot be maximized. Energy sectors consume large amounts of energy and water when producing massive energy, which makes them both energy and water intensive. Therefore, the synergy effect in these sectors is significant. This paper assesses and optimizes the synergy effect in three energy sectors under the background of promoting energy and water saving. Results show that: From the perspective of critical path, chemical industry, mining and processing of non-metal ores and smelting and pressing of metals are coupling points in the process of energy and water flowing to energy sectors, in which the implementation of energy and water saving policies can bring significant synergy effect. Multi-objective optimization shows that increasing efforts on input restructuring can effectively improve synergy effects; relatively large synergetic energy saving and little water saving are obtained after solely reducing the energy and water intensity of coupling sectors. By optimizing the input structure of sectors, especially the coupling sectors, the synergy effect of energy and water saving can be improved in energy sectors under the premise of keeping economy running stably.

Keywords: critical path, energy sector, multi-objective optimization, synergy effect, water

Procedia PDF Downloads 354
14687 Innovative Strategies for Improving Writing Skills of Secondary Level Students

Authors: Ihsan Ullah Khan, Asim Kareem, Naveed Saif

Abstract:

This research study examined the application of innovative strategies for improving writing skills of Secondary level students. It also examined the steps taken by Secondary level teachers for the improvement of writing skills of their students. Effective written communication is the problem faced by all the ESL students at secondary level. The objective of the study was to help the secondary level students to overcome this problem. More specifically, this research study aimed to guide the teachers, teaching at secondary level, to bring innovation in their teaching by showing the results of innovative strategies. In order to know about the practices of the teachers, inside the classroom, data was calculated through rating scale questionnaire. After that experimental study was carried out. For the experimental study a 10th grade class was selected. Results were drawn by analyzing the pre and post-tests of the students with the help of independent sample t-test. The results showed that a significant change occurred in the writing skills of the students, belonging to Treatment group. No improvement was observed in the writing skills of the students, belonging to Control group. Thus this research study proved to be a great contribution by guiding the teachers to bring a significant change in the writing skills of the students.

Keywords: writing skills, innovative strategies, teachers, students, treatment group, control group

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14686 Assessing the Efficacy of Network Mapping, Vulnerability Scanning, and Penetration Testing in Enhancing Security for Academic Networks

Authors: Kenny Onayemi

Abstract:

In an era where academic institutions increasingly rely on information technology, the security of academic networks has emerged as a paramount concern. This comprehensive study delves into the effectiveness of security practices, including network mapping, vulnerability scanning, and penetration testing, within academic networks. Leveraging data from surveys administered to faculty, staff, IT professionals and IT students in the university, the study assesses their familiarity with these practices, perceived effectiveness, and frequency of implementation. The findings reveal that a significant portion of respondents exhibit a strong understanding of network mapping, vulnerability scanning, and penetration testing, highlighting the presence of knowledgeable professionals within academic institutions. Additionally, active scanning using network scanning tools and automated vulnerability scanning tools emerge as highly effective methods. However, concerns arise as the respondents show that the academic institutions conduct these practices rarely or never. Notably, many respondents have reported significant vulnerabilities or security incidents through these security measures within their institution. This study concludes with recommendations to enhance network security awareness and practices among faculty, staff, IT personnel, and students, ultimately fortifying the security posture of academic networks in the digital age.

Keywords: network security, academic networks, vulnerability scanning, penetration testing, information security

Procedia PDF Downloads 48
14685 Culture, Trust and Adaptation: A Study of International Students in Japan

Authors: Shaoyu Ye

Abstract:

This study aims to investigate the relationship between international students’ (ISs) trust of others (Japanese people and other different-language speakers) and intercultural adaptation in Japan, controlling for the effects of language abilities (both Japanese and English) and their liking of Japanese students. A total of 206 ISs completed a questionnaire survey measuring their degree of liking of general Japanese students (JSs) and trust of others, their most frequently contact persons and their communication ways, their received social support from same-language speakers, Japanese native speakers and other different-language speakers, and their degree of feeling been accepted, and so on. The following results were observed. (a) Neither Japanese language nor English language had significant effects on their sense of acceptance, while their degree of liking of JSs and trust of others had significant positive effects on it; (b) ISs’ Japanese language, along with their trust of others, led them to receive more social support from Japanese people, which helped raise their sense of acceptance in Japan; (c) ISs’ English language and their trust of others helped them receive more social support from other different- language speakers, which led them to feel been accepted in Japan. The importance of distinguishing between the effects of trust of Japanese people on intercultural adaptation and the effects of trust of other different-language speakers on intercultural adaptation is discussed.

Keywords: international students in Japan, language abilities, social support, sense of acceptance, trust of others.

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14684 The Effect of Bihemisferic Transcranial Direct Current Stimulation Therapy on Upper Extremity Motor Functions in Stroke Patients

Authors: Dilek Cetin Alisar, Oya Umit Yemisci, Selin Ozen, Seyhan Sozay

Abstract:

New approaches and treatment modalities are being developed to make patients more functional and independent in stroke rehabilitation. One of these approaches is transcranial direct stimulation therapy (tDCS), which aims to improve the hemiplegic upper limb function of stroke patients. tDCS therapy is not in the routine rehabilitation program; however, the studies about tDCS therapy on stroke rehabilitation was increased in recent years. Evaluate the effect of tDCS treatment on upper extremity motor function in patients with subacute stroke was aimed in our study. 32 stroke patients (16 tDCS group, 16 sham groups) who were hospitalized for rehabilitation in Başkent University Physical Medicine and Rehabilitation Clinic between 01.08.2016-20.01-2018 were included in the study. The conventional upper limb rehabilitation program was used for both tDCS and control group patients for 3 weeks, 5 days a week, for 60-120 minutes a day. In addition to the conventional stroke rehabilitation program in the tDAS group, bihemispheric tDCS was administered for 30 minutes daily. Patients were evaluated before treatment and after 1 week of treatment. Functional independence measure self-care score (FIM), Brunnstorm Recovery Stage (BRS), and Fugl-Meyer (FM) upper extremity motor function scale were used. There was no difference in demographic characteristics between the groups. There were no significant differences between BRS and FM scores in two groups, but there was a significant difference FIM score (p=0.05. FIM, BRS, and FM scores are significantly in the tDCS group, when before therapy and after 1 week of therapy, however, no difference is found in the shame group (p < 0,001). When FBS and FM scores were compared, there were statistical significant differences in tDCS group (p < 0,001). In conclusion, this randomized double-blind study showed that bihemispheric tDCS treatment was found to be superior to upper extremity motor and functional enhancement in addition to conventional rehabilitation methods in subacute stroke patients. In order for tDCS therapy to be used routinely in stroke rehabilitation, there is a need for more comprehensive, long-termed, randomized controlled clinical trials in order to find answers to many questions, such as the duration and intensity of treatment.

Keywords: cortical stimulation, motor function, rehabilitation, stroke

Procedia PDF Downloads 124
14683 Teacher's Professional Burnout and Its Relationship with the Power of Self-Efficacy and Perceived Stress

Authors: Vilma Zydziunaite, Ausra Rutkiene

Abstract:

In modern society, problems related to the teacher's personality, mental and physical health, teacher's emotions and competencies are becoming more and more relevant. In Lithuania, compared to other European countries, teachers experience specific difficulties at work: they have to work in conditions of constant reforms and changes and face growing competition due to the decrease in students and schools. Professional burnout, teacher’s self-efficacy and perceived stress are interrelated personally and/or organisationally. So, the relationship between teachers' professional burnout, self-efficacy, and perceived stress in the school environment seems to be a relatively underresearched area in Lithuania. The research aim was to reveal and characterize teacher burnout, self-efficacy, and perceived stress in the Lithuanian school context. The quantitative research design with a questioning survey was chosen for the study. The sample size consisted of 427 Lithuanian teachers. Research results revealed the highest scores for exhaustion and the lowest for cynicism; at a time when the teacher experiences professional burnout, cynicism is observed as the weakest characteristic; no significant differences were found according to educational level work experience; significant differences were identified according to age for exhaustion and overall burnout level among teachers; the most of teachers in Lithuanian sample perceive the moderate stress level in school environment; overall burnout has a significant correlation with self-efficacy and stress among Lithuanian teachers. This study has empirical and practical implications: it is relevant to study the problems of teacher's professional burnout, stress, and self-efficacy in connection with contextual qualitative variables and specify the interrelationships between variables in order to be able to identify specific problems and provide empirical evidence to practically solve them. From a practical point of view, the results show that the socio-emotional state of teachers should not be dismissed as an insignificant aspect. Therefore, the school administration must make efforts to develop a positive school climate that supports the socio-emotional state of the teacher. At the same time, school administration must pay great attention to the development of teachers' socio-emotional competencies without ignoring their importance in the teacher's professional life.

Keywords: Lithuania, perceived stress, professional burnout, self-efficacy, teacher

Procedia PDF Downloads 42
14682 The Beat of 'Desolation Row', 50 Years on

Authors: May Ziade

Abstract:

Postgraduate studies in English language and literature at the University of Sydney provided opportunity for research into one of the most significant singer/songwriters of our time, Bob Dylan, and his masterpiece from the mid-1960s, ‘Desolation Row’. With a title alluding to Jack Kerouac’s Desolation Angels as well as John Steinbeck’s Cannery Row, ‘Desolation Row’ is Bob Dylan’s magnum opus. Recorded on August 4 1965, it takes pride of place as the last track on the revolutionary 1965 album of rock poetics, Highway 61 Revisited. From its inception, its epic proportions (ten long verses) and rich and baffling imagery got our attention - it amused, fascinated and beguiled. The song’s surreal and dreamlike landscape and its cast of characters, drawn from history, fiction, mythology, theology, and popular culture, lured us in and begged interpretation. What were they doing there? Where is Desolation Row? Do they want to escape from or go to ‘Desolation Row’? What was Dylan writing about and what were his influences? Through literary analysis and historical research, this paper will examine the song’s lyrics, the mid-60s context and Dylan’s vast influences to make sense, offer explanations and make connections. In particular, research findings place the Beat poets and oeuvre as a significant literary influence but it is a rich, multilayered text that straddles traditions and emerges as a paradox – a paradox that has endured and endeared itself to many. As it turns 50 this year, what better way to acknowledge this momentous occasion than at an international English language conference.

Keywords: analysis, Bob Dylan, beat context, desolation row

Procedia PDF Downloads 490
14681 Effect of Nicorandil in Bile Duct Ligation-Induced Liver Fibrosis in Rats: Role of Hepatic Stellate Cells

Authors: Y. S. Mohamed, L. A. Ahmed, H. A. Salem, A. M. Agha

Abstract:

Liver Fibrosis is one of the most serious conditions that affect the Egyptian society. In the present study, the effect of nicorandil was investigated in experimentally-induced liver fibrosis by bile duct ligation in rats. Nicorandil (3mg/kg/day) was given orally 24 h after bile duct ligation for 14 days till the end of the experiment. Nicorandil group showed a significant improvement in liver function tests (ALT and ALP) as well as a significant decrease in oxidative stress biomarkers (TBARS and GSH), area of fibrosis and activity of hepatic stellate cells as indicated by decreased expression of alpha smooth muscle actin.Moreover, nicorandil treatment decreased HSCs proliferation due to its inhibitory effects on protein kinase C(PKC) and Platelet derived growth factor (PDGF) . Oral administration of either glibenclamide (10 mg/kg/day)(a KATP channel blocker) or L-NAME (30 mg/kg/day) (an inhibitor of nitric oxide synthase) blocked the protective effects of nicorandil. However, nicorandil and L-NAME treated group showed more or less results similar to that of untreated bile duct ligated group. In conclusion, nicorandil was effective against the development of bile duct ligated-induced liver fibrosis in rats where activation of the NO pathway plays an important role in the protective effect nicorandil.

Keywords: hepatic stellate cells, nicorandil, nitric oxide donor, liver fibrosis

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14680 Remote Assessment and Change Detection of GreenLAI of Cotton Crop Using Different Vegetation Indices

Authors: Ganesh B. Shinde, Vijaya B. Musande

Abstract:

Cotton crop identification based on the timely information has significant advantage to the different implications of food, economic and environment. Due to the significant advantages, the accurate detection of cotton crop regions using supervised learning procedure is challenging problem in remote sensing. Here, classifiers on the direct image are played a major role but the results are not much satisfactorily. In order to further improve the effectiveness, variety of vegetation indices are proposed in the literature. But, recently, the major challenge is to find the better vegetation indices for the cotton crop identification through the proposed methodology. Accordingly, fuzzy c-means clustering is combined with neural network algorithm, trained by Levenberg-Marquardt for cotton crop classification. To experiment the proposed method, five LISS-III satellite images was taken and the experimentation was done with six vegetation indices such as Simple Ratio, Normalized Difference Vegetation Index, Enhanced Vegetation Index, Green Atmospherically Resistant Vegetation Index, Wide-Dynamic Range Vegetation Index, Green Chlorophyll Index. Along with these indices, Green Leaf Area Index is also considered for investigation. From the research outcome, Green Atmospherically Resistant Vegetation Index outperformed with all other indices by reaching the average accuracy value of 95.21%.

Keywords: Fuzzy C-Means clustering (FCM), neural network, Levenberg-Marquardt (LM) algorithm, vegetation indices

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14679 Microbiota Associated With the Larval Culture of Red Cusk Eel Genipterus Chilensis in Chile

Authors: Luz Hurtado, Rodrigo Rojas, Jaime Romero, Christopher Concha

Abstract:

The culture of the marine fish red cusk eel Genypterus chilensis is currently considered a priority for Chilean aquaculture which is a Chilean native species of high gastronomic demand and market value. The microbiota was analyzed in terms of diversity and structure using massive Illumina sequencing. The analysis of alpha diversity was performed in samples of G. chilensis larvae of 6, 18 and 32 dph (days post-hatching) and it was observed that there were significant differences (P = 0.05) between the days of culture for the Chao1 index, being the larvae of 18 dph the one with the highest index followed by the larvae of 6 dph, The lowest value for this index was presented in larvae of 32 dph. There were no significant differences in larvae between the days of culture for the Shannon (P=0.0857) and Simpson (P=0.0714) indices. In general, the larvae of G. chilensis have high rates of diversity. When analyzing the beta diversity, a differentiation between the bacterial communities is observed depending on the day of the culture of the larvae. Considering the PCoA elaborated from the unweighted UniFrac statistic, the explained variance was 46.2% (PC1 29.2% and PC2 17.0%) and in the case of the PCoA elaborated with the weighted UniFrac statistic; the explained variance was 65.5% (PC1 41.8% and PC2 23.7%) these differences were significant based on the Permanova statistical analysis (P= 0.002 and 0.037 respectively). When analyzing the taxonomic composition of the microbiota of the larvae in the different days of culture it was observed that at the phyla level the most abundant in the larvae of 6 dph were Proteobacteria (57%) Verrucomicrobia (24%) and Firmicutes (14%), for the larvae of 18 dph the predominant phyla were Proteobacteria (90%), Dependientiae (5%), Actinobacteria (2%) and Plactomyces (2%), for the larvae of 32 dph the phyla that presented the highest relative abundance were Proteobacteria (57%), Firmicutes (29%), Verrucomicrobia (5%) and Actinobacteria (5%), when comparing the larvae between the days it was observed that the phylum Proteobacteria was the most abundant in the samples of larvae of 6, 18 and 32 dph being the larvae of 18 dph those that present the highest relative abundance, the larvae of 6 dph were those that presented the highest relative abundance for the phylum Verrucomicrobia and in the larvae of 32 dph was observed greater abundance of the phylum Firmicutes compared to the other days of larval culture. At the level of genera, those with the highest relative abundance in larvae of 6 dph were Rubritalea (30%), Psychrobacter (28%), staphylococcus (17%) and Ralstonia (10%), for the larvae of 18 dph the genera with the highest abundance were Psychrobacter (47%), Litoreibacter (13%), Nautella (9%) and Cohesibacter (8%), for the larvae of 32 dph the most abundant genera were Alloiococcus (25%), Dialister (14%), Neptunomonas (13%) and Piscirickettsia (11%). When observing the taxonomic composition of the larvae between the days of larval culture, it is observed that there are differences between them.

Keywords: microbiota, diversity, G. Chilensis, larvae

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14678 Investigating the Efficacy of Developing Critical Thinking through Literature Reading

Authors: Julie Chuah Suan Choo

Abstract:

Due to the continuous change in workforce and the demands of the global workplace, many employers had lamented that the majority of university graduates were not prepared in the key areas of employment such as critical thinking, writing, self-direction and global knowledge which are most needed for the purposes of promotion. Further, critical thinking skills are deemed as integral parts of transformational pedagogy which aims at having a more informed society. To add to this, literature teaching has recently been advocated for enhancing students’ critical thinking and reasoning. Thus this study explored the effects of incorporating a few strategies in teaching literature, namely a Shakespeare play, into a course design to enhance these skills. An experiment involving a pretest and posttest using the California Critical Thinking Skills Test (CCTST) were administered on 80 first-year students enrolled in the Bachelor of Arts programme who were randomly assigned into the control group and experimental group. For the next 12 weeks, the experimental group was given intervention which included guided in-class discussion with Socratic questioning skills, learning log to detect their weaknesses in logical reasoning; presentations and quizzes. The results of CCTST which included paired T-test using SPSS version 22 indicated significant differences between the two groups. Findings have significant implications on the course design as well as pedagogical practice in using literature to enhance students’ critical thinking skills.

Keywords: literature teaching, critical thinking, California critical thinking skills test (CCTST), course design

Procedia PDF Downloads 457
14677 The Effects of Food Matrix and Different Excipient Foods on β-Carotene Bioaccessibility in Carrots

Authors: Birgul Hizlar, Sibel Karakaya

Abstract:

Nowadays, consumers are more and more aware of the benefits beyond basic nutrition provided by food and food compounds. Between these, carotenoids have been demonstrated to exhibit multiple health benefits (for example, some types of cancer, cardiovascular diseases, eye disorders, among others). However, carotenoid bioaccessibility and bioavailability is generally rather low due to their specific localization in plant tissue and lipophilic nature. This situation is worldwide issue, since both developed and developing countries have their interest and benefits in increasing the uptake of carotenoids from the human diet. Recently, a new class of foods designed to improve the bioaccessibility/bioavailability of orally administered bioactive compounds is introduced: excipient foods. Excipient foods are specially designed foods which are prepared depending on the physicochemical properties of target bioactive compounds and increasing the bioavailability or bioaccessibility of bioactive compound. In this study, effects of food matrix (greating, boiling and mashing) and different excipient foods (olive oil, lemon juice, whey curd and dried artichoke leaf powder) on bioaccessibility of β-carotene in carrot were investigated by means of simulating in vitro gastrointestinal (GI) digestion. β-carotene contents of grated, boiled and mashed (after boiling process) carrots were 79.28, 147.63 and 151.19 μg/g respectively. No significant differences among boiled and mashed samples indicated that mashing process had no effect on the release of β-carotene from the food matrix (p > 0.05). On the contrary, mashing causes significant increase in the β-carotene bioaccessibility (p < 0.05). The highest β-carotene content was found in the mashed carrots incorporated with olive oil and lemon juice (C2). However, no significant differences between that sample and C1 (mashed carrot with lemon juice, olive oil, dried artichoke leaf powder), C3 (mashed carrot with addition of olive oil, lemon juice, whey curd) and). Similarly, the highest β-carotene bioaccessibility (50.26%) was found mashed C3 sample (p < 0.05). The increase in the bioaccessibility was approximately 5 fold and 50 fold when compared to grated and mashed samples containing olive oil, lemon juice and whey curd. The results demonstrate that both, food matrix and excipient foods, are able to increase the bioaccessibility of β-carotene.

Keywords: bioaccessibility, carotenoids, carrot, β-carotene

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14676 Changes in Pain Intensity of Musculoskeletal Disorders in Flight Attendants after Stretching Exercise Program

Authors: Maria Melania Muda, Retno Wibawanti, Retno Asti Werdhani

Abstract:

Background: Flight attendant (FA) is a job that is often exposed to ergonomic stressors; thus, they are very susceptible to symptoms of musculoskeletal disorders (MSDs). One of the ways to overcome musculoskeletal complaints is by stretching. This study aimed to examine the prevalence of MSDs and the effect of a 2-week stretching exercise program using the Indonesian Ministry of Health's stretching video on changes in musculoskeletal pain intensity in FA on commercial aircraft in Indonesia. Methods: A pre-post study was conducted using Nordic Musculoskeletal Questionnaire (NMQ) for MSDs’ identification and Visual Analog Scale (VAS) as pain intensity measurement. Data was collected and then analyzed using SPSS with Wilcoxon test. The change in pain intensity was considered significant if the p value was less than 0.05. Results: The results showed that 92% of the FA (n=75) had MSDs in at least 1 area of the body in the last 12 months. Thirty-four respondents participated as subjects. The complaint level score in 28 body areas before intervention was a median of 34 (29-84), with pain intensity of a median of 6 (2-9) became a median of 32 (28-67) and a median of 3 (0-9) after the intervention, respectively, with p-value <0.001. Conclusion: The stretching exercise program showed significant changes in the complaint level scores in 28 body areas (p < 0.001) and pain intensity before and after the stretching exercise intervention (p < 0.001).

Keywords: flight attendant, MSDs, Nordic Musculoskeletal Questionnaire, stretching exercise program, visual analog scale

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14675 Effect of Supplemental Phytase on the Digestibility of Crude Protein and Phosphorus of Rice Husk in Broiler Chicken

Authors: Ibinabo I. Ilaboya, Eustace A. Iyayi

Abstract:

Phosphorus (P) is an indispensable mineral in broiler diets. Rice husk contains phytate-P and other nutrients like protein, carbohydrates, which are poorly digested in broiler chickens. Broiler chickens (BC) lacks sufficient phytase to help hydrolyse phytate-bound P. Hence excess of P is excreted by these chickens into the environment causing environmental pollution. Supplementation of such diets with microbial phytase helps to improve the digestibility of these nutrients. The study was conducted to determine the effect of phytase supplementation on the digestibility of crude protein (CP) and P of rice husk in BC. Six semi-purified diets of three levels of total P (3.46, 4.91 and 6.37g/kg) without and with 1,000 units of phytase per kg were formulated. Titanium dioxide was added to the diets at the rate of 5g/kg as an indigestible marker. At 20dposthatch, 288 broilers (Abor Acre) were weighed and allotted to the diets with 6 replicates of 8 birds each in a randomized complete block design. The birds had free access to the experimental diets until day 26 post-hatch. Phytase supplementation increased (p < 0.05) digestibility of P from 75-93%. Rice husk and its interaction with phytase had no significant (p > 0.05) effect on P digestibility, whereas there was significant (p < 0.01) effect on the interaction of rice husk with phytase on CP digestibility. There were linear increases (p < 0.01) in digested P and CP with phytase supplementation. The P and CP losses from the BC was reduced with the addition of phytase. Results suggest that supplementation of rice husk-based diets with microbial phytase improved pre-caecal digestibility of P and CP in broilers.

Keywords: crude protein, phosphorus, phytase, rice husk

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14674 Anticancer Activity of Edible Coprinus Mushroom (Coprinus comatus) on Human Glioblastoma Cell Lines and Interaction with Temozolomide

Authors: Maria Borawska, Patryk Nowakowski, Sylwia K. Naliwajko, Renata Markiewicz-Zukowska, Anna Puscion-Jakubik, Krystyna Gromkowska-Kepka, Justyna Moskwa

Abstract:

Coprinus comatus (O. F. Müll.) Pers.) should not be confused with the common Ink Cap, which contains coprine and can induce coprine poisoning. We study the possibility of applying coprinus mushroom (Coprinus comatus), available in Poland, as food product supporting the treatment of human glioblastoma cells. The U87MG and T98 glioblastoma cell lines were exposed to water (CW) or ethanol 95° (CE) Cantharellus extracts (50-500 μg/ml), with or without temozolomide (TMZ) during 24, 48 or 72 hours. The cell division was examined by the H³-thymidine incorporation. The statistical analysis was performed using Statistica v. 13.0 software. Significant differences were assumed for p < 0.05. We found that both, CW and CE, administrated alone, had inhibitory effect on cell lines growth, but the CE extract had a higher degree of growth inhibition. The anti-tumor effect of TMZ (50 μM) on U87MG was enhanced by mushroom extracts, and the effect was lower to the effect after using Coprinus comatus extracts (CW and CE) alone. A significant decrease (p < 0.05) in pro-MMP2 (82.61 ± 6.3% of control) secretion in U87MG cells was observed after treated with CE (250 μg/ml). We conclude that extracts of Coprinus comatus, edible mushroom, present cytotoxic properties on U87MG and T98 cell lines and may cooperate with TMZ synergistically enhancing its growth inhibiting activity against glioblastoma U87MG cell line.

Keywords: anticancer, glioma, mushroom, temozolomide

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14673 Factors for Entry Timing Choices Using Principal Axis Factorial Analysis and Logistic Regression Model

Authors: C. M. Mat Isa, H. Mohd Saman, S. R. Mohd Nasir, A. Jaapar

Abstract:

International market expansion involves a strategic process of market entry decision through which a firm expands its operation from domestic to the international domain. Hence, entry timing choices require the needs to balance the early entry risks and the problems in losing opportunities as a result of late entry into a new market. Questionnaire surveys administered to 115 Malaysian construction firms operating in 51 countries worldwide have resulted in 39.1 percent response rate. Factor analysis was used to determine the most significant factors affecting entry timing choices of the firms to penetrate the international market. A logistic regression analysis used to examine the firms’ entry timing choices, indicates that the model has correctly classified 89.5 per cent of cases as late movers. The findings reveal that the most significant factor influencing the construction firms’ choices as late movers was the firm factor related to the firm’s international experience, resources, competencies and financing capacity. The study also offers valuable information to construction firms with intention to internationalize their businesses.

Keywords: factors, early movers, entry timing choices, late movers, logistic regression model, principal axis factorial analysis, Malaysian construction firms

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14672 Evaluation of the Efficacy and Tolerance of Gabapentin in the Treatment of Neuropathic Pain

Authors: A. Ibovi Mouondayi, S. Zaher, R. Assadi, K. Erraoui, S. Sboul, J. Daoudim, S. Bousselham, K. Nassar, S. Janani

Abstract:

INTRODUCTION: Neuropathic pain (NP) caused by damage to the somatosensory nervous system has a significant impact on quality of life and is associated with a high economic burden on the individual and society. The treatment of neuropathic pain consists of the use of a wide range of therapeutic agents, including gabapentin, which is used in the treatment of neuropathic pain. OBJECTIF: The objective of this study was to evaluate the efficacy and tolerance of gabapentin in the treatment of neuropathic pain. MATERIAL AND METHOD: This is a monocentric, cross-sectional, descriptive, retrospective study conducted in our department over a period of 19 months from October 2020 to April 2022. The missing parameters were collected during phone calls of the patients concerned. The diagnostic tool adopted was the DN4 questionnaire in the dialectal Arabic version. The impact of NP was assessed by the visual analog scale (VAS) on pain, sleep, and function. The impact of PN on mood was assessed by the "Hospital anxiety, and depression scale HAD" score in the validated Arabic version. The exclusion criteria were patients followed up for depression and other psychiatric pathologies. RESULTS: A total of 67 patients' data were collected. The average age was 64 years (+/- 15 years), with extremes ranging from 26 years to 94 years. 58 women and 9 men with an M/F sex ratio of 0.15. Cervical radiculopathy was found in 21% of this population, and lumbosacral radiculopathy in 61%. Gabapentin was introduced in doses ranging from 300 to 1800 mg per day with an average dose of 864 mg (+/- 346) per day for an average duration of 12.6 months. Before treatment, 93% of patients had a non-restorative sleep quality (VAS>3). 54% of patients had a pain VAS greater than 5. The function was normal in only 9% of patients. The mean anxiety score was 3.25 (standard deviation: 2.70), and the mean HAD depression score was 3.79 (standard deviation: 1.79). After treatment, all patients had improved the quality of their sleep (p<0.0001). A significant difference was noted in pain VAS, function, as well as anxiety and depression, and HAD score. Gabapentin was stopped for side effects (dizziness and drowsiness) and/or unsatisfactory response. CONCLUSION: Our data demonstrate a favorable effect of gabapentin on the management of neuropathic pain with a significant difference before and after treatment on the quality of life of patients associated with an acceptable tolerance profile.

Keywords: neuropathic pain, chronic pain, treatment, gabapentin

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14671 Improving the Growth Performance of Beetal Goat Kids Weaned at Various Stages with Various Levels of Dietary Protein in Starter Ration under High Input Feeding System

Authors: Ishaq Kashif, Muhammad Younas, Muhammad Riaz, Mubarak Ali

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Poor feeding management during pre-weaning period is one of the factors resulting in compromised growth of Beetal kids fattened for meat purpose. The main reason for this anomaly may be less milk offered to kids and non-serious efforts for its management. This study was planned to find the most appropriate protein level suiting the age of the weaning while shifting animals to high input feeding system. Total of 42 Beetal male kids having 30 (±10), 60 (±10) and 90 (±10) days of age were selected with 16 in each age group. They were designated as G30, G60 and G90, respectively. The weights of animals were; 8±2 kg (G30), 12±2 kg (G60) and 16±2 kg (G90), respectively. All animals were weaned by introducing the total mix feed gradually and withdrawing the milk during the adjustment period of two weeks. The pelleted starter ration (total mix feed) with three various dietary protein levels designated as R1 (16% CP), R2 (20% CP) and R3 (26% CP) were introduced. The control group was reared on the fodder (Maize). The starter rations were iso-caloric and were offered for six-week duration. All animals were exposed to treatment using two-factor factorial (3×3) plus control treatment arrangement under completely randomized design. The data were collected on average daily feed intake (ADFI), average daily gain (ADG), gain to intake ratio, Klieber ratio (KR), body measurements and blood metabolites of kids. The data was analyzed using aov function of R-software. The statistical analysis showed that starter feed protein levels and age of weaning had significant interaction for ADG (P < 0.001), KR (P < 0.001), ADFI (P < 0.05) and blood urea nitrogen (P < 0.05) while serum creatinine and feed conversion had non-significant interaction. The trend analysis revealed that ADG had significant quadratic interaction (P < 0.05) within protein levels and age of weaning. It was found that animals weaned at 30 or 60 days, on R2 diet had better ADG (46.8 gm/day and 87.06 gm/day, respectively) weaned at 60 days of age. The animals weaned at 90 days had best ADG (127 gm/day) with R1. It is concluded that animal weaned at 30 or 40 days required 20% CP for better growth performance while animal at 90 days showed better performance with 16% CP.

Keywords: average daily gain, starter protein levels, weaning age, gain to intake ratio

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14670 Increased Risk of Adverse Birth Outcomes of Newborns in Arsenic Exposed- Women with Gestational Diabetes

Authors: Tania Mannan, Rahelee Zinnat, Fatema Jebunnesa, Israt Ara Hossain

Abstract:

Background: Exposure to arsenic has known toxic effects but the effect on pregnancy outcomes is not as widely documented especially in women with diabetes. Growing evidence has suggested a potential role of arsenic exposure in the development of gestational diabetes mellitus (GDM). Therefore, we aimed to investigate the association of urinary arsenic (UAs) with birth outcomes in GDM subjects. Methods: Under an observational cross-sectional design a total of 263 GDM subjects (age in years, M±SD, 21±3.7) residing in an arsenic affected area of Bangladesh, were subjected to a 2 sample OGTT at the third trimester of gestation. Among them, 73 GDM and 190 non-GDM subjects enrolled in this study. Clinical and anthropometric measurements were done by standard techniques. Degree of chronic arsenic exposure was assessed by the level of UAs level. According to World Health Organization (WHO) criteria, GDM was diagnosed and neonatal outcomes using APGAR (Activity Pulse Grimace Appearance Respirations) Score, birth weight and size were assessed by a specialist obstetrician. Serum glucose was measured by the Glucose Oxidase method and UAs level was determined by ultraviolet/visible spectrophotometry. Result: Out of the 263 pregnant women, 28% developed GDM. Urinary Arsenic was significantly higher in the GDM as compared to the non-GDM group [UAs, µg/l, M±SD (range), 204.2±67.0 (67.0-377.0) vs 77.3±38.1 (22.0-99.0), p < 0.001]. Activity Pulse Grimace Appearance Respirations Score of the neonates from GDM mothers was significantly lower compared to the neonates from non-GDM mothers [APGAR Score, M±SD, 4.7±0.8 vs. 6.4±0.7, p<0.001]. Pearson’s correlation analysis in GDM subjects revealed that UA levels were found to have a significant positive correlation with both fasting and postprandial serum glucose levels (p < 0.001) and (p < 0.001) respectively. Again, a significant inverse correlation of UAs with birth weight and size was observed (p < 0.001). The APGAR Score of the neonates were found to have a significant negative correlation (p < 0.001) with UAs level. Conclusion: The effect of chronic arsenic exposure is associated with glucose intolerance during pregnancy and it also adversely affects birth outcomes. The study suggests further research on the impact of total arsenic exposure on pregnancy outcomes.

Keywords: APGAR score, arsenic exposure, birth outcome, gestational diabetes mellitus,

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14669 Changes in When and Where People Are Spending Time in Response to COVID-19

Authors: Nicholas Reinicke, Brennan Borlaug, Matthew Moniot

Abstract:

The COVID-19 pandemic has resulted in a significant change in driving behavior as people respond to the new environment. However, existing methods for analyzing driver behavior, such as travel surveys and travel demand models, are not suited for incorporating abrupt environmental disruptions. To address this, we analyze a set of high-resolution trip data and introduce two new metrics for quantifying driving behavioral shifts as a function of time, allowing us to compare the time periods before and after the pandemic began. We apply these metrics to the Denver, Colorado metropolitan statistical area (MSA) to demonstrate the utility of the metrics. Then, we present a case study for comparing two distinct MSAs, Louisville, Kentucky, and Des Moines, Iowa, which exhibit significant differences in the makeup of their labor markets. The results indicate that although the regions of study exhibit certain unique driving behavioral shifts, emerging trends can be seen when comparing between seemingly distinct regions. For instance, drivers in all three MSAs are generally shown to have spent more time at residential locations and less time in workplaces in the time period after the pandemic started. In addition, workplaces that may be incompatible with remote working, such as hospitals and certain retail locations, generally retained much of their pre-pandemic travel activity.

Keywords: COVID-19, driver behavior, GPS data, signal analysis, telework

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14668 Impact of Violence against Women on Small and Medium Enterprises (SMEs) in Rural Sindh: A Case Study of Kandhkot

Authors: Mohammad Shoaib Khan, Abdul Sattar Bahalkani

Abstract:

This research investigates the violence and their impact on SMEs in Sindh. The main objective of current research is to examine the women empowerment through women participation in small and medium enterprises in upper Sindh. The data were collected from 500 respondents from Kandhkot District, by using simple random technique. A structural questionnaire was designed as an instrument for measuring the impact of SMEs business in women empowerment in rural Sindh. It was revealed that the rural women is less confident and their husbands were always given them hard time once they are exposing themselves to outside the boundaries of the house. It was revealed that rural women have a major contribution in social, economic, and political development. It was further revealed that women are getting low wages and due to non-availability of market facility they are paying low wages. The negative impact of husbands’ income and having children at the age of 0-6 years old are also significant. High income of other household member raises the reservation wage of mothers, thus lowers the probability of participation when the objective of working is to help family’s financial need. The impact of childcare on mothers’ labor force participation is significant but not as the theory predicted. The probability of participation in labor force is significantly higher for women who lived in the urban areas where job opportunities are greater compared to the rural.

Keywords: empowerment, violence against women, SMEs, rural

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14667 Emotion Processing Differences Between People

Authors: Elif Unveren, Ozlem Bozkurt

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Emotion processing happens when someone has a negative, stressful experience and gets over it in time, and it is a different experience for every person. As to look into emotion processing can be categorised by intensity, awareness, coordination, speed, accuracy and response. It may vary depending on people’s age, sex and conditions. Each emotion processing shows different activation patterns in different brain regions. Activation is significantly higher in the right frontal areas. The highest activation happens in extended frontotemporal areas during the processing of happiness, sadness and disgust. Those emotions also show widely disturbed differences and get produced earlier than anger and fear. For different occasions, listed variables may have less or more importance. A borderline personality disorder is a condition that creates an unstable personality, sudden mood swings and unpredictability of actions. According to a study that was made with healthy people and people who had BPD, there were significant differences in some categories of emotion processing, such as intensity, awareness and accuracy. According to another study that was made to show the emotional processing differences between puberty and was made for only females who were between the ages of 11 and 17, it was perceived that for different ages and hormone levels, different parts of the brain are used to understand the given task. Also, in the different study that was made for kids that were between the age of 4 and 15, it was observed that the older kids were processing emotion more intensely and expressing it to a greater extent. There was a significant increase in fear and disgust in those matters. To sum up, we can say that the activity of undertaking negative experiences is a unique thing for everybody for many different reasons.

Keywords: age, sex, conditions, brain regions, emotion processing

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14666 Assessing the Attitude and Belief towards Online Advertisement in Pakistan and China Mainland

Authors: Prih Bukhari

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The purpose of the proposed paper is to determine if the perception of online advertisement formed due to attitude and belief vary among two different countries or not. Specifically, it seeks to find out how people from China and Pakistan perceive online advertisement. Public attitude and belief towards advertising have been a focus of attention to explore a path to a better strategy of advertising. The ‘belief’ factor was analyzed through 4 items, i.e., product information, entertainment, and increase in economy’ whereas, the ‘attitude’ factor was analyzed thorough questions based on 4 items, i.e. ‘overall, I consider online advertising a good thing’; 'overall, I like online advertising’; ‘'I consider online advertising very essential’; and 'I would describe my overall attitude toward online advertising very favorably’. As such, it provides theoretical basis to explain similarities and differences of beliefs and attitude towards advertising across the two countries. Given its mixed method approach, both quantitative and qualitative method is used to carry out research. A questionnaire-based survey and focus group interviews were conducted. The sample size was of 500 participants. For analysis survey copies were then collected from which 497 were received whereas focus group interviews were collected from both nations. The findings showed that the belief factor among both countries had no significant relation with the perception of online advertisement. However, the attitude had a significant relation with the perception about online advertisement. Also it was observed that despite of different backgrounds, perception about online advertisement based on beliefs and attitude were found largely to be similar. Implications and future studies are provided.

Keywords: attitude, belief, online advertisement, perception

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