Search results for: persistence images
528 Monitoring the Change of Padma River Bank at Faridpur, Bangladesh Using Remote Sensing Approach
Authors: Ilme Faridatul, Bo Wu
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Bangladesh is often called as a motherland of rivers. It contains about 700 rivers among all these the Padma River is one of the largest rivers of Bangladesh. The change of river bank and erosion has become a common environmental natural hazard in Bangladesh. The river banks are under intense pressure from natural processes such as erosion and accretion as well as anthropogenic processes such as urban growth and pollution. The Padma River is flowing along ten districts of Bangladesh among all these Faridpur district is most vulnerable to river bank erosion. The severity of the river erosion is so high that each year a thousand of populations become homeless and lose their agricultural lands. Though the Faridpur district is most vulnerable to river bank erosion no specific research has been conducted to identify the changing pattern of river bank along this district. The outcome of the research may serve as guidance to prepare river bank monitoring program and management. This research has utilized integrated techniques of remote sensing and geographic information system to monitor the changes from 1995 to 2015 at Faridpur district. To discriminate the land water interface Modified Normalized Difference Water Index (MNDWI) algorithm is applied and on screen digitization approach is used over MNDWI images of 1995, 2002 and 2015 for river bank line extraction. The extent of changes in the river bank along Faridpur district is estimated through overlaying the digitized maps of all three years. The river bank lines are highlighted to infer the erosion and accretion and the changes are calculated. The result shows that the middle of the river is gaining land through sedimentation and the both side river bank is shifting causing severe erosion that consequently resulting the loss of farmland and homestead. Over the study period from 1995 to 2015 it witnessed huge erosion and accretion that played an active role in the changes of the river bank.Keywords: river bank, erosion and accretion, change monitoring, remote sensing
Procedia PDF Downloads 325527 Childhood Warscape, Experiences from Children of War Offer Key Design Decisions for Safer Built Environments
Authors: Soleen Karim, Meira Yasin, Rezhin Qader
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Children’s books present a colorful life for kids around the world, their current environment or what they could potentially have- a home, two loving parents, a playground, and a safe school within a short walk or bus ride. These images are only pages in a donated book for children displaced by war. The environment they live in is significantly different. Displaced children are faced with a temporary life style filled with fear and uncertainty. Children of war associate various structural institutions with a trauma and cannot enter the space, even if it is for their own future development, such as a school. This paper is a collaborative effort with students of the Kennesaw State University architecture department, architectural designers and a mental health professional to address and link the design challenges and the psychological trauma for children of war. The research process consists of a) interviews with former refugees, b) interviews with current refugee children, c) personal understanding of space through one’s own childhood, d) literature review of tested design methods to address various traumas. Conclusion: In addressing the built environment for children of war, it is necessary to address mental health and well being through the creation of space that is sensitive to the needs of children. This is achieved by understanding critical design cues to evoke normalcy and safe space through program organization, color, and symbiosis of synthetic and natural environments. By involving the children suffering from trauma in the design process, aspects of the design are directly enhanced to serve the occupant. Neglecting to involve the participants creates a nonlinear design outcome and does not serve the needs of the occupant to afford them equal opportunity learning and growth experience as other children around the world.Keywords: activist architecture, childhood education, childhood psychology, adverse childhood experiences
Procedia PDF Downloads 140526 Quantitative Research on the Effects of Following Brands on Twitter on Consumer Brand Attitude
Authors: Yujie Wei
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Twitter uses a variety of narrative methods (e.g., messages, featured videos, music, and actual events) to strengthen its cultivation effect. Consumers are receiving mass-produced brand stores or images made by brand managers according to strict market specifications. Drawing on the cultivation theory, this quantitative research investigates how following a brand on Twitter for 12 weeks can cultivate their attitude toward the brand and influence their purchase intentions. We conducted three field experiments on Twitter to test the cultivation effects of following a brand for 12 weeks on consumer attitude toward the followed brand. The cultivation effects were measured by comparing the changes in consumer attitudes before and after they have followed a brand over time. The findings of our experiments suggest that when consumers are exposed to a brand’s stable, pervasive, and recurrent tweets on Twitter for 12 weeks, their attitude toward a brand can be significantly changed, which confirms the cultivating effects on consumer attitude. Also, the results indicate that branding activities on Twitter, when properly implemented, can be very effective in changing consumer attitudes toward a brand, increasing the purchase intentions, and increasing their willingness to spread the word-of-mouth for the brand on social media. The cultivation effects are moderated by brand type and consumer age. The research provides three major marketing implications. First, Twitter marketers should create unique content to engage their brand followers to change their brand attitude through steady, cumulative exposure to the branding activities on Twitter. Second, there is a significant moderating effect of brand type on the cultivation effects, so Twitter marketers should align their branding content with the brand type to better meet the needs and wants of consumers for different types of brands. Finally, Twitter marketers should adapt their tweeting strategies according to the media consumption preferences of different age groups of their target markets. This empirical research proves that content is king.Keywords: tweeting, cultivation theory, consumer brand attitude, purchase intentions, word-of-mouth
Procedia PDF Downloads 109525 Heliport Remote Safeguard System Based on Real-Time Stereovision 3D Reconstruction Algorithm
Authors: Ł. Morawiński, C. Jasiński, M. Jurkiewicz, S. Bou Habib, M. Bondyra
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With the development of optics, electronics, and computers, vision systems are increasingly used in various areas of life, science, and industry. Vision systems have a huge number of applications. They can be used in quality control, object detection, data reading, e.g., QR-code, etc. A large part of them is used for measurement purposes. Some of them make it possible to obtain a 3D reconstruction of the tested objects or measurement areas. 3D reconstruction algorithms are mostly based on creating depth maps from data that can be acquired from active or passive methods. Due to the specific appliance in airfield technology, only passive methods are applicable because of other existing systems working on the site, which can be blinded on most spectral levels. Furthermore, reconstruction is required to work long distances ranging from hundreds of meters to tens of kilometers with low loss of accuracy even with harsh conditions such as fog, rain, or snow. In response to those requirements, HRESS (Heliport REmote Safeguard System) was developed; which main part is a rotational head with a two-camera stereovision rig gathering images around the head in 360 degrees along with stereovision 3D reconstruction and point cloud combination. The sub-pixel analysis introduced in the HRESS system makes it possible to obtain an increased distance measurement resolution and accuracy of about 3% for distances over one kilometer. Ultimately, this leads to more accurate and reliable measurement data in the form of a point cloud. Moreover, the program algorithm introduces operations enabling the filtering of erroneously collected data in the point cloud. All activities from the programming, mechanical and optical side are aimed at obtaining the most accurate 3D reconstruction of the environment in the measurement area.Keywords: airfield monitoring, artificial intelligence, stereovision, 3D reconstruction
Procedia PDF Downloads 124524 Micro-Scale Digital Image Correlation-Driven Finite Element Simulations of Deformation and Damage Initiation in Advanced High Strength Steels
Authors: Asim Alsharif, Christophe Pinna, Hassan Ghadbeigi
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The development of next-generation advanced high strength steels (AHSS) used in the automotive industry requires a better understanding of local deformation and damage development at the scale of their microstructures. This work is focused on dual-phase DP1000 steels and involves micro-mechanical tensile testing inside a scanning electron microscope (SEM) combined with digital image correlation (DIC) to quantify the heterogeneity of deformation in both ferrite and martensite and its evolution up to fracture. Natural features of the microstructure are used for the correlation carried out using Davis LaVision software. Strain localization is observed in both phases with tensile strain values up to 130% and 110% recorded in ferrite and martensite respectively just before final fracture. Damage initiation sites have been observed during deformation in martensite but could not be correlated to local strain values. A finite element (FE) model of the microstructure has then been developed using Abaqus to map stress distributions over representative areas of the microstructure by forcing the model to deform as in the experiment using DIC-measured displacement maps as boundary conditions. A MATLAB code has been developed to automatically mesh the microstructure from SEM images and to map displacement vectors from DIC onto the FE mesh. Results show a correlation of damage initiation at the interface between ferrite and martensite with local principal stress values of about 1700MPa in the martensite phase. Damage in ferrite is now being investigated, and results are expected to bring new insight into damage development in DP steels.Keywords: advanced high strength steels, digital image correlation, finite element modelling, micro-mechanical testing
Procedia PDF Downloads 145523 Study of the Hydrochemical Composition of Canal, Collector-Drainage and Ground Waters of Kura-Araz Plain and Modeling by GIS Method
Authors: Gurbanova Lamiya
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The Republic of Azerbaijan is considered a region with limited water resources, as up to 70% of surface water is formed outside the country's borders, and most of its territory is an arid (dry) climate zone. It is located at the lower limit of transboundary flows, which is the weakest source of natural water resources in the South Caucasus. It is essential to correctly assess the quality of natural, collector-drainage and groundwater of the area and their suitability for irrigation in order to properly carry out land reclamation measures, provide the normal water-salt regime, and prevent repeated salinization. Through the 141-km-long main Mil-Mugan collector, groundwater, household waste, and floodwaters generated during floods and landslides are poured into the Caspian Sea. The hydrochemical composition of the samples taken from the Sabir irrigation canal passing through the center of the Kura-Araz plain, the Main Mil-Mugan Collector, and the groundwater of the region, which we chose as our research object, were studied and the obtained results were compared by periods. A model is proposed that allows for a complete visualization of the primary materials collected for the study area. The practical use of the established digital model provides all possibilities. The practical use of the established digital model provides all possibilities. An extensive database was created with the ArcGis 10.8 package, using publicly available LandSat satellite images as primary data in addition to ground surveys to build the model. The principles of the construction of the geographic information system of modern GIS technology were developed, the boundary and initial condition of the research area were evaluated, and forecasts and recommendations were given.Keywords: irrigation channel, groundwater, collector, meliorative measures
Procedia PDF Downloads 72522 Forestalling Heritage: Photography inside the Narrative of Catastrophe
Authors: Claudia Pimentel, Nuno Resende, Maria Fatima Lambert
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In the present time, catastrophe seems to be inevitable, and individuals are permanently overwhelmed with challenges that test one’s ability to cope with reality. Undoubtedly, photography surpassed the barrier of efficient communication in a world filled with omnifarious narratives. It wandered an outing shorter than words and younger than other sciences but became, nowadays, imperative in the context of several fields of knowledge, namely Heritage studies. Heritage and photography thus emerge as unapologetically related concepts, a fact that makes them equally relevant in today's society. Political, economic, social and humanitarian challenges alter the way in which the relationship with the past is managed and the way in which identities and ideas for the future are constructed. Ruins and destruction have become part of aesthetics discourse since the 18th century and are an area of interest when we discuss cultural heritage preservation. The image proves to be a unique way of revealing the event details when we refer to a catastrophic situation, whether it be anthropic, social or climatic. Like poetry, which has a challenging connection with silence, image is capable of creating spaces of sound and silence, and it is often these “pseudo-voids” that capture the attention of the spectator, of the one who sees/observes/contacts with the photography. The way we look at the catastrophe, how we describe it, and the images we keep in our memory will determine the record/capture/news of the event. We, thus, have a visual record, a document that will contribute to the creation of individual and collective identity, in a jigsaw puzzle of memories, pseudo memories and post memories. Based on photographic records in the Portuguese press, we intend to rethink the earthquake at Angra do Heroísmo – Azores in 1980, exploring the viewer´s perspective on the catastrophe’s iconography under the perspective of aesthetics and genealogy of the catastrophe.Keywords: photography, aesthetics, catastrophe, Portugal
Procedia PDF Downloads 76521 Heritage Tourism and the Changing Rural Landscape: Case Study of Cultural Landscape of Honghe Hani Rice Terraces
Authors: Yan Wang; Mathis Stock
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The World Heritage Site of Honghe Hani rice terrace, also a marginal rural region in Southern China, is undergoing rapid change because of urbanization and heritage tourism. Influenced by out-migration and changing ways of living in the urbanization process, the place sees a tendency of losing its rice terrace landscape, traditional housings and other forms of cultural traditions. However, heritage tourism tends to keep the past, valorize them for tourism purposes and diversifies rural livelihood strategies. The place stands at this development trajectories, where the same resources are subjected to different uses by different actors. The research seeks to answer the questions of how the site is transformed and co-constructed by different institutions, practices and actors, and the how heritage tourism affects local livelihood. The research aims to describe the transformation of villages, rice terraces, and cultural traditions, analyze the place-making process, and assess the role of heritage tourism in local livelihood transition. The research uses a mixed of methods including direct observation, participant observation, interviews; collects various data of images, words, narratives, and statistics, and analyze them qualitatively and qualitatively. Theoretically, it is hoped that the research would reexamine the concept of heritage, the world heritage practice from UNESCO, reveal the conflicts it entails in development and brings more thoughts from a functional perspective on heritage in relation to rural development. Practically, it is also anticipated that the research could access the linkage between heritage tourism and local livelihood, and generate concrete suggestions on how tourism could engage locals and improve their livelihood.Keywords: cultural landscape, Hani rice terraces, heritage tourism, livelihood strategy, place making, rural development, transformation
Procedia PDF Downloads 231520 Gnss Aided Photogrammetry for Digital Mapping
Authors: Muhammad Usman Akram
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This research work based on GNSS-Aided Photogrammetry for Digital Mapping. It focuses on topographic survey of an area or site which is to be used in future Planning & development (P&D) or can be used for further, examination, exploration, research and inspection. Survey and Mapping in hard-to-access and hazardous areas are very difficult by using traditional techniques and methodologies; as well it is time consuming, labor intensive and has less precision with limited data. In comparison with the advance techniques it is saving with less manpower and provides more precise output with a wide variety of multiple data sets. In this experimentation, Aerial Photogrammetry technique is used where an UAV flies over an area and captures geocoded images and makes a Three-Dimensional Model (3-D Model), UAV operates on a user specified path or area with various parameters; Flight altitude, Ground sampling distance (GSD), Image overlapping, Camera angle etc. For ground controlling, a network of points on the ground would be observed as a Ground Control point (GCP) using Differential Global Positioning System (DGPS) in PPK or RTK mode. Furthermore, that raw data collected by UAV and DGPS will be processed in various Digital image processing programs and Computer Aided Design software. From which as an output we obtain Points Dense Cloud, Digital Elevation Model (DEM) and Ortho-photo. The imagery is converted into geospatial data by digitizing over Ortho-photo, DEM is further converted into Digital Terrain Model (DTM) for contour generation or digital surface. As a result, we get Digital Map of area to be surveyed. In conclusion, we compared processed data with exact measurements taken on site. The error will be accepted if the amount of error is not breached from survey accuracy limits set by concerned institutions.Keywords: photogrammetry, post processing kinematics, real time kinematics, manual data inquiry
Procedia PDF Downloads 30519 Adaptive Reuse of Lost Urban Space
Authors: Rana Sameeh
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The city is the greatest symbol of human civilization and has been built for safety and comfort. However, uncontrolled urban growth caused some anonymous and unsightly images of the cities such as unused or abandoned spaces. When social interaction is missed in a public space it means the public space is lost since public spaces reflect the social life and interaction of people. Accordingly; this space became one of the most meaningless parts of the cities and has broken the continuity of the urban fabric. Lost urban spaces are the leftover unstructured landscape within the urban fabric. They are generally the unrecognized urban areas that are in need of redesign, since they have a great value that can add to their surrounding urban context. The research significance lies within the importance of urban open spaces, their value and their impact on the urban fabric. The research also addresses the reuse and reclamation of lost urban spaces in order to increase the percentage of green areas along the urban fabric, provide urban open spaces, develop a sustainable approach towards urban landscape and enhance the quality of the public open space and user experience. In addition, the reuse of lost space will give it the identity and function it lacks while also providing places for presence, spending time and observing. Creating continuity in a broken urban fabric represents an exploratory process in the relationship between infrastructure and the urban fabric and seeks to establish an architectural solution to leftover space within the city. In doing so, the research establishes a framework (criteria) for adaptive reuse of lost urban space throughout inductive and deductive methodology, analytical methodology; by analyzing some relevant examples and similar cases of lost spaces and finally through field methodology; by applying the achieved criteria on a case study in Alexandria and carrying on SWOT analysis and evaluation of the potentials of this case study.Keywords: adaptive reuse, lost urban space, quality of public open space, urban fabric
Procedia PDF Downloads 646518 Hyper Parameter Optimization of Deep Convolutional Neural Networks for Pavement Distress Classification
Authors: Oumaima Khlifati, Khadija Baba
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Pavement distress is the main factor responsible for the deterioration of road structure durability, damage vehicles, and driver comfort. Transportation agencies spend a high proportion of their funds on pavement monitoring and maintenance. The auscultation of pavement distress was based on the manual survey, which was extremely time consuming, labor intensive, and required domain expertise. Therefore, the automatic distress detection is needed to reduce the cost of manual inspection and avoid more serious damage by implementing the appropriate remediation actions at the right time. Inspired by recent deep learning applications, this paper proposes an algorithm for automatic road distress detection and classification using on the Deep Convolutional Neural Network (DCNN). In this study, the types of pavement distress are classified as transverse or longitudinal cracking, alligator, pothole, and intact pavement. The dataset used in this work is composed of public asphalt pavement images. In order to learn the structure of the different type of distress, the DCNN models are trained and tested as a multi-label classification task. In addition, to get the highest accuracy for our model, we adjust the structural optimization hyper parameters such as the number of convolutions and max pooling, filers, size of filters, loss functions, activation functions, and optimizer and fine-tuning hyper parameters that conclude batch size and learning rate. The optimization of the model is executed by checking all feasible combinations and selecting the best performing one. The model, after being optimized, performance metrics is calculated, which describe the training and validation accuracies, precision, recall, and F1 score.Keywords: distress pavement, hyperparameters, automatic classification, deep learning
Procedia PDF Downloads 93517 Case Presentation Ectopic Cushing's Syndrome Secondary to Thymic Neuroendocrine Tumors Secreting ACTH
Authors: Hasan Frookh Jamal
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This is a case of a 36-year-old Bahraini gentleman diagnosed to have Cushing's Syndrome with a large anterior mediastinal mass. He was sent abroad to the Speciality hospital in Jordan, where he underwent diagnostic video-assisted thoracoscopy, partial thymectomy and pericardial fat excision. Histopathology of the mass was reported to be an Atypical carcinoid tumor with a low Ki67 proliferation index of 5%, the mitotic activity of 4 MF/10HPF and pathological stage classification(pTNM): pT1aN1. MRI of the pituitary gland showed an ill-defined non-enhancing focus of about 3mm on the Rt side of the pituitary on coronal images, with a similar but smaller one on the left side, which could be due to enhancing pattern rather than a real lesion as reported. The patient underwent Ga68 Dotate PET/CT scan post-operatively, which showed multiple somatostatin receptor-positive lesions seen within the tail, body and head of the pancreas and positive somatostatin receptor lymph nodes located between the pancreatic head and IVC. There was no uptake detected at the anterior mediastinum nor at the site of thymic mass resection. There was no evidence of any positive somatostatin uptake at the soft tissue or lymph nodes. The patient underwent IPSS, which proved that the source is, in fact, an ectopic source of ACTH secretion. Unfortunately, the patient's serum cortisol remained elevated after surgery and failed to be suppressed by 1 mg ODST and by 2 days LLDST with a high ACTH value. The patient was started on Osilodrostat for treatment of hypercortisolism for the time being and his future treatment plan with Lutetium-177 Dotate therapy vs. bilateral adrenalectomy is to be considered in an MDT meeting.Keywords: cushing syndrome, neuroendocrine tumur, carcinoid tumor, Thymoma
Procedia PDF Downloads 83516 Combined Analysis of Land use Change and Natural Flow Path in Flood Analysis
Authors: Nowbuth Manta Devi, Rasmally Mohammed Hussein
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Flood is one of the most devastating climate impacts that many countries are facing. Many different causes have been associated with the intensity of floods being recorded over time. Unplanned development, low carrying capacity of drains, clogged drains, construction in flood plains or increasing intensity of rainfall events. While a combination of these causes can certainly aggravate the flood conditions, in many cases, increasing drainage capacity has not reduced flood risk to the level that was expected. The present study analyzed the extent to which land use is contributing to aggravating impacts of flooding in a city. Satellite images have been analyzed over a period of 20 years at intervals of 5 years. Both unsupervised and supervised classification methods have been used with the image processing module of ArcGIS. The unsupervised classification was first compared to the basemap available in ArcGIS to get a first overview of the results. These results also aided in guiding data collection on-site for the supervised classification. The island of Mauritius is small, and there are large variations in land use over small areas, both within the built areas and in agricultural zones involving food crops. Larger plots of agricultural land under sugar cane plantations are relatively more easily identified. However, the growth stage and health of plants vary and this had to be verified during ground truthing. The results show that although there have been changes in land use as expected over a span of 20 years, this was not significant enough to cause a major increase in flood risk levels. A digital elevation model was analyzed for further understanding. It could not be noted that overtime, development tampered with natural flow paths in addition to increasing the impermeable areas. This situation results in backwater flows, hence increasing flood risks.Keywords: climate change, flood, natural flow paths, small islands
Procedia PDF Downloads 7515 Domain-Specific Deep Neural Network Model for Classification of Abnormalities on Chest Radiographs
Authors: Nkechinyere Joy Olawuyi, Babajide Samuel Afolabi, Bola Ibitoye
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This study collected a preprocessed dataset of chest radiographs and formulated a deep neural network model for detecting abnormalities. It also evaluated the performance of the formulated model and implemented a prototype of the formulated model. This was with the view to developing a deep neural network model to automatically classify abnormalities in chest radiographs. In order to achieve the overall purpose of this research, a large set of chest x-ray images were sourced for and collected from the CheXpert dataset, which is an online repository of annotated chest radiographs compiled by the Machine Learning Research Group, Stanford University. The chest radiographs were preprocessed into a format that can be fed into a deep neural network. The preprocessing techniques used were standardization and normalization. The classification problem was formulated as a multi-label binary classification model, which used convolutional neural network architecture to make a decision on whether an abnormality was present or not in the chest radiographs. The classification model was evaluated using specificity, sensitivity, and Area Under Curve (AUC) score as the parameter. A prototype of the classification model was implemented using Keras Open source deep learning framework in Python Programming Language. The AUC ROC curve of the model was able to classify Atelestasis, Support devices, Pleural effusion, Pneumonia, A normal CXR (no finding), Pneumothorax, and Consolidation. However, Lung opacity and Cardiomegaly had a probability of less than 0.5 and thus were classified as absent. Precision, recall, and F1 score values were 0.78; this implies that the number of False Positive and False Negative is the same, revealing some measure of label imbalance in the dataset. The study concluded that the developed model is sufficient to classify abnormalities present in chest radiographs into present or absent.Keywords: transfer learning, convolutional neural network, radiograph, classification, multi-label
Procedia PDF Downloads 129514 Geomorphologic Evolution of the Southern Habble-Rud River Basin, North of Iran
Authors: Maryam Jaberi, Siavosh Shayan, Mojtaba Yamani
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Habble-Rud River basin (HR), up to 100 km length, one of the largest watersheds which drain into deserts to the north of Central Iran (Dasht-e Kavir). This stream is oblique with the NE-SW trending, flow in the southern range of central Alborz Mountains and the northern border of Central Iran. The end of the ~17 km suddenly change direction and with the southern trending to have a morphology which meanders passes through the Alborz Mountain ridge and flows into the Garmsar plain where it forms one of the largest alluvial fans in Iran, i.e. the vast Garmsar alluvial fan with an area of 476 km2. This study was carried out through morphometric analyses, longitudinal river profiles, and study of geomorpholic evidence such as fluvial terraces, gypsum-salt domes, seismic data, and satellite images. This study aimed to investigate the changes in the pattern of rivers in the southern part of the HR river basin. The southern part of HR river basin located at the southern foothills of the Central Alborz is characterized the thrust faults (Sorkheh-Kalut and Garmsar faults), folds,diapirs and arid climate. The activity of more than 10 salt domes that belong to the Oligocene-Miocene period has considerably influenced the pattern of streams in this region. Dissolution of these domes has not only reduced the quality of water and soil resources, but also has led to the formation of badlands and gullies.Our results indicated that the pattern of rivers in the southern part of HR river basin was influenced by discharge of the HR river in Quaternary, geological structure, subsidence of Central Iran and vertical uplift of Alborz mountain. These agents caused the formation meanders in the southern part of the HR River and evaluation of the seasonal rivers like Shoor-Darre and Garmabsar.Keywords: geomorphologic evaluation, rivers pattern, Habble-Rud River basin, seasonal rivers
Procedia PDF Downloads 501513 Enzyme Immobilization on Functionalized Polystyrene Nanofibersfor Bioprocessing Applications
Authors: Mailin Misson, Bo Jin, Sheng Dai, Hu Zhang
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Advances in biotechnology have witnessed a growing interest in enzyme applications for the development of green and sustainable bio processes. While known as powerful bio catalysts, enzymes are no longer of economic value when extended to large commercialization. Alternatively, immobilization technology allows enzyme recovery and continuous reuse which subsequently compensates high operating costs. Employment of enzymes on nano structured materials has been recognized as a promising approach to enhance enzyme catalytic performances. High porosity, inter connectivity and self-assembling behaviors endow nano fibers as exciting candidate for enzyme carrier in bio reactor systems. In this study, nano fibers were successfully fabricated via electro spinning system by optimizing the polymer concentration (10-30 %, w/v), applied voltage (10-30 kV) and discharge distance (11-26 cm). Microscopic images have confirmed the quality as homogeneous and good fiber alignment. The nano fibers surface was modified using strong oxidizing agent to facilitate bio molecule binding. Bovine serum albumin and β-galactosidase enzyme were employed as model bio catalysts and immobilized onto the oxidized surfaces through covalent binding. Maximum enzyme adsorption capacity of the modified nano fibers was 3000 mg/g, 3-fold higher than the unmodified counterpart (1000 mg/g). The highest immobilization yield was 80% and reached the saturation point at 2 mg/ml of enzyme concentration. The results indicate a significant increase of activity retention by the enzyme-bound modified nano fibers (80%) as compared to the nascent one (60%), signifying excellent enzyme-nano carrier bio compatibility. The immobilized enzyme was further used for the bio conversion of dairy wastes into value-added products. This study demonstrates great potential of acid-modified electrospun polystyrene nano fibers as enzyme carriers.Keywords: immobilization, enzyme, nanocarrier, nanofibers
Procedia PDF Downloads 293512 Assessment of Agricultural Damage under Different Simulated Flood Conditions
Authors: M. N. Kadir, M. M. H. Oliver, T. Naher
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The study assesses the areal extent of riverine flood in the flood-prone area of Faridpur District of Bangladesh using hydrological model and Geographic Information System (GIS). In the context of preparing the inundation map, flood frequency analysis was carried out to assess flooding for different flood magnitudes. Flood inundation maps were prepared based on DEM, and discharge at the river using Delft-3D model. LANDSAT satellite images have been used to develop a land cover map in the study area. The land cover map was used for mapping of cropland area. By incorporating the inundation maps on the land cover map, agricultural damage was assessed. Present monetary values of crop damage were collected through field survey from actual flood of the study area. Two different inundation maps were produced from the model for the year 2000 and 2016. In the year 2000, the floods began in the month of July, whereas in the case of the year 2016 is started in August. Under both cases, most of the areas were found to have been flooded in the month of September followed by flood recession. In order to prepare the land cover maps, four categories of LCs were considered viz., cropland, water body, trees, and rivers. Among the 755791 acres area of Faridpur District, the croplands were categorized to be 334,589 acres, followed by water bodies (279900 acres), trees (101930 acres) and rivers 39372 (acres). Damage assessment data revealed that 40% of the total cropland area had been affected by the flood in the year 2000, whereas only 19% area was affected by the 2016 flood. The study concluded that September is the critical month for cropland protection since the highest flood is expected at this time of the year in Faridpur. The northwestern and the southwestern part of the district was categorized as most vulnerable to flooding.Keywords: agricultural damage, Delft-3d, flood management, land cover map
Procedia PDF Downloads 102511 Pretherapy Initial Dosimetry Results in Prostat Cancer Radionuclide Therapy with Lu-177-PSMA-DOTA-617
Authors: M. Abuqebitah, H. Tanyildizi, N. Yeyin, I. Cavdar, M. Demir, L. Kabasakal
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Aim: Targeted radionuclide therapy (TRT) is an increasingly used treatment modality for wide range of cancers. Presently dosimetry is highly required either to plan treatment or to ascertain the absorbed dose delivered to critical organs during treatment. Methods and Materials: The study comprised 7 patients suffered from prostate cancer with progressive disease and candidate to undergo Lu-177-DOTA-617 therapy following to PSMA- PET/CT imaging for all patients. (5.2±0.3 mCi) was intravenously injected. To evaluate bone marrow absorbed dose 2 cc blood samples were withdrawn in short variable times (3, 15, 30, 60, 180 minutes) after injection. Furthermore, whole body scans were performed using scintillation gama camera in 4, 24, 48, and 120 hours after injection and in order to quantify the activity taken up in the body, kidneys , liver, right parotid, and left parotid the geometric mean of anterior and posterior counts were determined through ROI analysis, after that background subtraction and attenuation correction were applied using patients PSMA- PET/CT images taking in a consideration: organ thickness, body thickness, and Hounsfield unites from CT scan. OLINDA/EXM dosimetry program was used for curve fitting, residence time calculation, and absorbed dose calculations. Findings: Absorbed doses of bone marrow, left kidney, right kidney, liver, left parotid, right parotid, total body were 1.28±0.52, 32.36±16.36, 32.7±13.68, 10.35±3.45, 38.67±21.29, 37.55±19.77, 2.25±0.95 (mGy/mCi), respectively. Conclusion: Our first results clarify that Lu-177-DOTA-617 is safe and reliable therapy as there were no complications seen. In the other hand, the observable variation in the absorbed dose of the critical organs among the patients necessitate patient-specific dosimetry approach to save body organs and particularly highly exposed kidneys and parotid gland.Keywords: Lu-177-PSMA, prostate cancer, radionuclide therapy
Procedia PDF Downloads 480510 A Novel Study Contrasting Traditional Autopsy with Post-Mortem Computed Tomography in Falls Leading to Death
Authors: Balaji Devanathan, Gokul G., Abilash S., Abhishek Yadav, Sudhir K. Gupta
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Background: As an alternative to the traditional autopsy, a virtual autopsy is carried out using scanning and imaging technologies, mainly post-mortem computed tomography (PMCT). This facility aims to supplement traditional autopsy results and reduce or eliminate internal dissection in subsequent autopsies. For emotional and religious reasons, the deceased's relatives have historically disapproved such interior dissection. The non-invasive, objective, and preservative PMCT is what friends and family would rather have than a traditional autopsy. Additionally, it aids in the examination of the technologies and the benefits and drawbacks of each, demonstrating the significance of contemporary imaging in the field of forensic medicine. Results: One hundred falls resulting in fatalities was analysed by the writers. Before the autopsy, each case underwent a PMCT examination using a 16-slice Multi-Slice CT spiral scanner. By using specialised software, MPR and VR reconstructions were carried out following the capture of the raw images. The accurate detection of fractures in the skull, face bones, clavicle, scapula, and vertebra was better observed in comparison to a routine autopsy. The interpretation of pneumothorax, Pneumoperitoneum, pneumocephalus, and hemosiuns are much enhanced by PMCT than traditional autopsy. Conclusion. It is useful to visualise the skeletal damage in fall from height cases using a virtual autopsy based on PMCT. So, the ideal tool in traumatising patients is a virtual autopsy based on PMCT scans. When assessing trauma victims, PMCT should be viewed as an additional helpful tool to traditional autopsy. This is because it can identify additional bone fractures in body parts that are challenging to examine during autopsy, such as posterior regions, which helps the pathologist reconstruct the victim's life and determine the cause of death.Keywords: PMCT, fall from height, autopsy, fracture
Procedia PDF Downloads 37509 Validation of the Recovery of House Dust Mites from Fabrics by Means of Vacuum Sampling
Authors: A. Aljohani, D. Burke, D. Clarke, M. Gormally, M. Byrne, G. Fleming
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Introduction: House Dust Mites (HDMs) are a source of allergen particles embedded in textiles and furnishings. Vacuum sampling is commonly used to recover and determine the abundance of HDMs but the efficiency of this method is less than standardized. Here, the efficiency of recovery of HDMs was evaluated from home-associated textiles using vacuum sampling protocols.Methods/Approach: Living Mites (LMs) or dead Mites (DMs) House Dust Mites (Dermatophagoides pteronyssinus: FERA, UK) were separately seeded onto the surfaces of Smooth Cotton, Denim and Fleece (25 mites/10x10cm2 squares) and left for 10 minutes before vacuuming. Fabrics were vacuumed (SKC Flite 2 pump) at a flow rate of 14 L/min for 60, 90 or 120 seconds and the number of mites retained by the filter (0.4μm x 37mm) unit was determined. Vacuuming was carried out in a linear direction (Protocol 1) or in a multidirectional pattern (Protocol 2). Additional fabrics with LMs were also frozen and then thawed, thereby euthanizing live mites (now termed EMs). Results/Findings: While there was significantly greater (p=0.000) recovery of mites (76% greater) in fabrics seeded with DMs than LMs irrespective of vacuuming protocol or fabric type, the efficiency of recovery of DMs (72%-76%) did not vary significantly between fabrics. For fabrics containing EMs, recovery was greatest for Smooth Cotton and Denim (65-73% recovered) and least for Fleece (15% recovered). There was no significant difference (p=0.99) between the recovery of mites across all three mite categories from Smooth Cotton and Denim but significantly fewer (p=0.000) mites were recovered from Fleece. Scanning Electron Microscopy images of HMD-seeded fabrics showed that live mites burrowed deeply into the Fleece weave which reduced their efficiency of recovery by vacuuming. Research Implications: Results presented here have implications for the recovery of HDMs by vacuuming and the choice of fabric to ameliorate HDM-dust sensitization.Keywords: allergy, asthma, dead, fabric, fleece, live mites, sampling
Procedia PDF Downloads 139508 Savinglife®: An Educational Technology for Basic and Advanced Cardiovascular Life Support
Authors: Naz Najma, Grace T. M. Dal Sasso, Maria de Lourdes de Souza
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The development of information and communication technologies and the accessibility of mobile devices has increased the possibilities of the teaching and learning process anywhere and anytime. Mobile and web application allows the production of constructive teaching and learning models in various educational settings, showing the potential for active learning in nursing. The objective of this study was to present the development of an educational technology (Savinglife®, an app) for learning cardiopulmonary resuscitation and advanced cardiovascular life support training. Savinglife® is a technological production, based on the concept of virtual learning and problem-based learning approach. The study was developed from January 2016 to November 2016, using five phases (analyze, design, develop, implement, evaluate) of the instructional systems development process. The technology presented 10 scenarios and 12 simulations, covering different aspects of basic and advanced cardiac life support. The contents can be accessed in a non-linear way leaving the students free to build their knowledge based on their previous experience. Each scenario is presented through interactive tools such as scenario description, assessment, diagnose, intervention and reevaluation. Animated ECG rhythms, text documents, images and videos are provided to support procedural and active learning considering real life situation. Accessible equally on small to large devices with or without an internet connection, Savinglife® offers a dynamic, interactive and flexible tool, placing students at the center of the learning process. Savinglife® can contribute to the student’s learning in the assessment and management of basic and advanced cardiac life support in a safe and ethical way.Keywords: problem-based learning, cardiopulmonary resuscitation, nursing education, advanced cardiac life support, educational technology
Procedia PDF Downloads 304507 Hybridization of Manually Extracted and Convolutional Features for Classification of Chest X-Ray of COVID-19
Authors: M. Bilal Ishfaq, Adnan N. Qureshi
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COVID-19 is the most infectious disease these days, it was first reported in Wuhan, the capital city of Hubei in China then it spread rapidly throughout the whole world. Later on 11 March 2020, the World Health Organisation (WHO) declared it a pandemic. Since COVID-19 is highly contagious, it has affected approximately 219M people worldwide and caused 4.55M deaths. It has brought the importance of accurate diagnosis of respiratory diseases such as pneumonia and COVID-19 to the forefront. In this paper, we propose a hybrid approach for the automated detection of COVID-19 using medical imaging. We have presented the hybridization of manually extracted and convolutional features. Our approach combines Haralick texture features and convolutional features extracted from chest X-rays and CT scans. We also employ a minimum redundancy maximum relevance (MRMR) feature selection algorithm to reduce computational complexity and enhance classification performance. The proposed model is evaluated on four publicly available datasets, including Chest X-ray Pneumonia, COVID-19 Pneumonia, COVID-19 CTMaster, and VinBig data. The results demonstrate high accuracy and effectiveness, with 0.9925 on the Chest X-ray pneumonia dataset, 0.9895 on the COVID-19, Pneumonia and Normal Chest X-ray dataset, 0.9806 on the Covid CTMaster dataset, and 0.9398 on the VinBig dataset. We further evaluate the effectiveness of the proposed model using ROC curves, where the AUC for the best-performing model reaches 0.96. Our proposed model provides a promising tool for the early detection and accurate diagnosis of COVID-19, which can assist healthcare professionals in making informed treatment decisions and improving patient outcomes. The results of the proposed model are quite plausible and the system can be deployed in a clinical or research setting to assist in the diagnosis of COVID-19.Keywords: COVID-19, feature engineering, artificial neural networks, radiology images
Procedia PDF Downloads 75506 The Impact of Land Cover Change on Stream Discharges and Water Resources in Luvuvhu River Catchment, Vhembe District, Limpopo Province, South Africa
Authors: P. M. Kundu, L. R. Singo, J. O. Odiyo
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Luvuvhu River catchment in South Africa experiences floods resulting from heavy rainfall of intensities exceeding 15 mm per hour associated with the Inter-tropical Convergence Zone (ITCZ). The generation of runoff is triggered by the rainfall intensity and soil moisture status. In this study, remote sensing and GIS techniques were used to analyze the hydrologic response to land cover changes. Runoff was calculated as a product of the net precipitation and a curve number coefficient. It was then routed using the Muskingum-Cunge method using a diffusive wave transfer model that enabled the calculation of response functions between start and end point. Flood frequency analysis was determined using theoretical probability distributions. Spatial data on land cover was obtained from multi-temporal Landsat images while data on rainfall, soil type, runoff and stream discharges was obtained by direct measurements in the field and from the Department of Water. A digital elevation model was generated from contour maps available at http://www.ngi.gov.za. The results showed that land cover changes had impacted negatively to the hydrology of the catchment. Peak discharges in the whole catchment were noted to have increased by at least 17% over the period while flood volumes were noted to have increased by at least 11% over the same period. The flood time to peak indicated a decreasing trend, in the range of 0.5 to 1 hour within the years. The synergism between remotely sensed digital data and GIS for land surface analysis and modeling was realized, and it was therefore concluded that hydrologic modeling has potential for determining the influence of changes in land cover on the hydrologic response of the catchment.Keywords: catchment, digital elevation model, hydrological model, routing, runoff
Procedia PDF Downloads 566505 Hedgerow Detection and Characterization Using Very High Spatial Resolution SAR DATA
Authors: Saeid Gharechelou, Stuart Green, Fiona Cawkwell
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Hedgerow has an important role for a wide range of ecological habitats, landscape, agriculture management, carbon sequestration, wood production. Hedgerow detection accurately using satellite imagery is a challenging problem in remote sensing techniques, because in the special approach it is very similar to line object like a road, from a spectral viewpoint, a hedge is very similar to a forest. Remote sensors with very high spatial resolution (VHR) recently enable the automatic detection of hedges by the acquisition of images with enough spectral and spatial resolution. Indeed, recently VHR remote sensing data provided the opportunity to detect the hedgerow as line feature but still remain difficulties in monitoring the characterization in landscape scale. In this research is used the TerraSAR-x Spotlight and Staring mode with 3-5 m resolution in wet and dry season in the test site of Fermoy County, Ireland to detect the hedgerow by acquisition time of 2014-2015. Both dual polarization of Spotlight data in HH/VV is using for detection of hedgerow. The varied method of SAR image technique with try and error way by integration of classification algorithm like texture analysis, support vector machine, k-means and random forest are using to detect hedgerow and its characterization. We are applying the Shannon entropy (ShE) and backscattering analysis in single and double bounce in polarimetric analysis for processing the object-oriented classification and finally extracting the hedgerow network. The result still is in progress and need to apply the other method as well to find the best method in study area. Finally, this research is under way to ahead to get the best result and here just present the preliminary work that polarimetric image of TSX potentially can detect the hedgerow.Keywords: TerraSAR-X, hedgerow detection, high resolution SAR image, dual polarization, polarimetric analysis
Procedia PDF Downloads 230504 Treatment of Acid Mine Lake by Ultrasonically Modified Fly Ash at Different Frequencies
Authors: Burcu Ileri, Deniz Sanliyuksel Yucel, Onder Ayyildiz
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The oxidation of pyrite in water results in the formation of acid mine drainage, which typically forms extremely acid mine lake (AML) in the depression areas of abandoned Etili open-pit coal mine site, Northwest Turkey. Nine acid mine lakes of various sizes have been located in the Etili coal mine site. Hayirtepe AML is one of the oldest lake having a mean pH value of 2.9 and conductivity of 4550 μS/cm, and containing elevated concentrations of Al, B, Ba, Ca, Cd, Co, Cr, Cu, Fe, K, Mg, Mn, Na, Ni, Pb, and Zn. The water quality of the lake has been deteriorated due to its high chemical composition, in particular, increasing heavy metal pollution. In this study, fly ash (FA), a coal combustion by-product from fluidized bed thermal power plant in the northwestern part of Turkey, was used as an adsorbent for the treatment of Hayirtepe AML. The FA is a relatively abundant and cost effective material, but its use in adsorption processes usually require excessive adsorbent doses. To increase adsorption efficiency and lower the adsorbent dose, we modified the FA by means of ultrasonic treatment (20 kHz and 40 kHz). The images of scanning electron microscopy (SEM) have demonstrated that ultrasonic treatment not only decreased the size of ash particles but also created pits and cracks on their surfaces which in turn led to a significant increase in the BET surface area. Both FA and modified fly ash were later tested for the removal of heavy metals from the AML. The effect of various operating parameters such as ultrasonic power, pH, ash dose, and adsorption contact time were examined to obtain the optimum conditions for the treatment process. The results have demonstrated that removal of heavy metals by ultrasound-modified fly ash requires much shorter treatment times and lower adsorbent doses than those attained by the unmodified fly ash. This research was financially supported by the Scientific and Technological Research Council of Turkey (TUBITAK), (Project no: 116Y510).Keywords: acid mine lake, heavy metal, modified fly ash, ultrasonic treatment
Procedia PDF Downloads 198503 Finite Element Modeling of a Lower Limb Based on the East Asian Body Characteristics for Pedestrian Protection
Authors: Xianping Du, Runlu Miao, Guanjun Zhang, Libo Cao, Feng Zhu
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Current vehicle safety standards and human body injury criteria were established based on the biomechanical response of Euro-American human body, without considering the difference in the body anthropometry and injury characteristics among different races, particularly the East Asian people with smaller body size. Absence of such race specific design considerations will negatively influence the protective performance of safety products for these populations, and weaken the accuracy of injury thresholds derived. To resolve these issues, in this study, we aim to develop a race specific finite element model to simulate the impact response of the lower extremity of a 50th percentile East Asian (Chinese) male. The model was built based on medical images for the leg of an average size Chinese male and slightly adjusted based on the statistical data. The model includes detailed anatomic features and is able to simulate the muscle active force. Thirteen biomechanical tests available in the literature were used to validate its biofidelity. Using the validated model, a pedestrian-car impact accident taking place in China was re-constructed computationally. The results show that the newly developed lower leg model has a good performance in predicting dynamic response and tibia fracture pattern. An additional comparison on the fracture tolerance of the East Asian and Euro-American lower limb suggests that the current injury criterion underestimates the degree of injury of East Asian human body.Keywords: lower limb, East Asian body characteristics, traffic accident reconstruction, finite element analysis, injury tolerance
Procedia PDF Downloads 288502 Experiences Using Autoethnography as a Methodology for Research in Education
Authors: Sarah Amodeo
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Drawing on the author’s research about the experiences of female immigrant students in academic Adult Education, in Montreal, Quebec, this paper deconstructs the benefits of autoethnography as a methodology for educators in Adult Education. Autoethnography is an advantageous methodology for teachers in Adult Education as it allows for deep engagement, allowing for educators to reflect on student experiences and their day-to-day realities, and in turn, allowing for professional development, improved andragogy, and changes to classroom practices. Autoethnography is a qualitative research methodology that cultivates strategies for improving adult learning. The paper begins by outlining the context that inspired autoethnography for the author’s work, highlighting the emergence of autoethnography as a method, while examining how it is evolving and drawing on foundational work that continues to inspire research. The basic autoethnographic methodologies that are explored in this paper include the use of memory work in episode formation, the use of personal photographs, and textual readings of artworks. Memory work allows for the researcher to use their professional experience and the lived/shared experiences of their students in their research, drawing on episodes from their past. Personal photographs and descriptions of artwork allow researchers to explore images of learning environments/realities in ways that compliment student experiences. Major findings of the text are examined through the analysis of categories of autoethnography. Specific categories include realism, impressionism, and conceptualism which aid in orientating the analysis and emergent themes that develop through self-study. Finally, the text presents a discussion surrounding the limitations of autoethnography, with attention to the trustworthiness and ethical issues. The paper concludes with a consideration of the implications of autoethnography for adult educators in juxtaposition with youth sector work.Keywords: artwork, autoethnography, conceptualism, episode formation, impressionism, memory work, personal photographs, and realism, realism
Procedia PDF Downloads 193501 Land Use Land Cover Changes in Response to Urban Sprawl within North-West Anatolia, Turkey
Authors: Melis Inalpulat, Levent Genc
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In the present study, an attempt was made to state the Land Use Land Cover (LULC) transformation over three decades around the urban regions of Balıkesir, Bursa, and Çanakkale provincial centers (PCs) in Turkey. Landsat imageries acquired in 1984, 1999 and 2014 were used to determine the LULC change. Images were classified using the supervised classification technique and five main LULC classes were considered including forest (F), agricultural land (A), residential area (urban) - bare soil (R-B), water surface (W), and other (O). Change detection analyses were conducted for 1984-1999 and 1999-2014, and the results were evaluated. Conversions of LULC types to R-B class were investigated. In addition, population changes (1985-2014) were assessed depending on census data, the relations between population and the urban areas were stated, and future populations and urban area needs were forecasted for 2030. The results of LULC analysis indicated that urban areas, which are covered under R-B class, were expanded in all PCs. During 1984-1999 R-B class within Balıkesir, Bursa and Çanakkale PCs were found to have increased by 7.1%, 8.4%, and 2.9%, respectively. The trend continued in the 1999-2014 term and the increment percentages reached to 15.7%, 15.5%, and 10.2% at the end of 30-year period (1984-2014). Furthermore, since A class in all provinces was found to be the principal contributor for the R-B class, urban sprawl lead to the loss of agricultural lands. Moreover, the areas of R-B classes were highly correlated with population within all PCs (R2>0.992). Depending on this situation, both future populations and R-B class areas were forecasted. The estimated values of increase in the R-B class areas for Balıkesir, Bursa, and Çanakkale PCs were 1,586 ha, 7,999 ha and 854 ha, respectively. Due to this fact, the forecasted values for 2,030 are 7,838 ha, 27,866, and 2,486 ha for Balıkesir, Bursa, and Çanakkale, and thus, 7.7%, 8.2%, and 9.7% more R-B class areas are expected to locate in PCs in respect to the same order.Keywords: landsat, LULC change, population, urban sprawl
Procedia PDF Downloads 262500 The Many Faces of Inspiration: A Study on Socio-Cultural Influences in Design
Authors: Nithya Venkataraman
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The creative journey in design often starts with a spark of inspiration, the source of which can be from myriad stimuli- nature, poetry, personal experiences or even fleeting thoughts and images. While it is indeed an important source of creative exploration, interpretation of this inspiration may often times be influenced by demographic and psychographic variables of the creator - Age, gender, lifecycle stage, personal experiences and individual personality traits being some of these factors. Common sources of inspiration can thus be interpreted differently, translating to different elements of design, and using varied principles in their execution. Do such variables in the creator influence the nature of the creative output? If yes, what are the visible matrices in the output which can be differentiated? An observational study with two groups of Design students, studying in the same design institute, under the guidance of the same design mentor, was conducted to map this influence. Both the groups were unaware of each other but worked with a common source of inspiration as provided by the instructor. In order to maintain congruence, both the groups were provided with lyrical compositions from well-known ballads and poetry as the source of their inspiration. The outputs were abstract renditions using lines, colors and shapes; and these were analyzed under matrices for the elements and principles used to create the compositions. The study indicated that there was a demarcation in terms of the choice of lines, colors and shapes chosen to create the composition, between both groups. The groups also tended to use repetition, proportion and emphasis differently; giving rise to varied uses of the Design principles. The study threw interesting observations on how Design interpretation can vary for the same source of inspiration, based on demographic and psychographic variances. The implications can be traced not just to the process of creative design, but also to the deep social roots that bind creative thinking and Design ideation; which can provide an interesting commentary between different cohorts on what constitutes ‘Good Design’.Keywords: design compositions, inspiration, interpretation, psychographic factors, social factors
Procedia PDF Downloads 121499 International and Intercultural Communication Design: Case Study of Manipulative Advertising
Authors: Faiqa Jalal
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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
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