Search results for: Chan Young Park

Authors: Ganetsou Evanthia, Koutsikos Emmanouil, Austin Anna Maria

Abstract:

Information technology has long served the needs of individuals for learning and entertainment, but much less for children in sickness. The aim of the proposed online video game is to provide immersive learning opportunities as well as essential social and emotional scenarios for hospital-bound children with long-term illness. Online self-paced courses on chosen school subjects, including specialized software and multisensory assessments, aim at enhancing children’s academic achievement and sense of inclusion, while doctor minigames familiarize and educate young patients on their medical conditions. Online ethical dilemmas will offer children opportunities to contemplate on the importance of medical procedures and following assigned medication, often challenging for young patients; they will therefore reflect on their condition, re-evaluate their perceptions about hospitalization, and assume greater personal responsibility for their progress. Children’s emotional and psychosocial needs are addressed by engaging in social conventions, such as interactive, daily, collaborative mini games with other hospitalized peers, like virtual competitive sports games, weekly group psychodrama sessions, and online birthday parties or sleepovers. Social bonding is also fostered by having a virtual pet to interact with and take care of, as well as a virtual nurse to discuss and reflect on the mood of the day, engage in constructive dialogue and perspective-taking, and offer reminders. Access to the platform will be available throughout the day depending on the patient’s health status. The program is designed to minimize escapism and feelings of exclusion and can flexibly be adapted to offer post-treatment and a support online system at home.

Keywords: Hospitalized children, interactive games, long-term illness, cognitive enhancement, socioemotional development.

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Authors: Sangbum Park, Youngjoon Han

Abstract:

This paper proposes a balance control scheme for a biped robot to trace an arbitrary path using image information. While moving, it estimates the zero moment point(ZMP) of the biped robot in the next step using a Kalman filter and renders an appropriate balanced pose of the robot. The ZMP can be calculated from the robot's pose, which is measured from the reference object image acquired by a CCD camera on the robot's head. For simplifying the kinematical model, the coordinates systems of individual joints of each leg are aligned and the robot motion is approximated as an inverted pendulum so that a simple linear dynamics, 3D-LIPM(3D-Linear Inverted Pendulum Mode) can be applied. The efficiency of the proposed algorithm has been proven by the experiments performed on unknown trajectory.

Keywords: Biped robot, Zero moment point, Balance control, Kalman filter.

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Authors: Jin-Hee Park, Yong-Gyu Lee, Gilwon Yoon

Abstract:

Wireless capsule endoscopy provides real-time images in the digestive tract. Capsule images are usually low resolution and are diverse images due to travel through various regions of human body. Color information has been a primary reference in predicting abnormalities such as bleeding. Often color is not sufficient for this purpose. In this study, we took morphological shapes into account as additional, but important criterion. First, we processed gastric images in order to indentify various objects in the image. Then, we analyzed color information in the object. In this way, we could remove unnecessary information and increase the accuracy. Compared to our previous investigations, we could handle images of various degrees of brightness and improve our diagnostic algorithm.

Keywords: Capsule Endoscopy, HSV model, Image processing, Object Identification, Color Separation.

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Authors: Zhiwei Yan, Jong-Hyouk Lee, Yong-Jin Park, Xiaodong Lee

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In this paper, we analyze NEtwork MObility (NEMO) supporting problems in Content-Centric Networking (CCN), and propose the CCN-NEMO which can well support the deployment of the content-centric paradigm in large-scale mobile Internet. The CCN-NEMO extends the signaling message of the basic CCN protocol, to support the mobility discovery and fast trigger of Interest re-issuing during the network mobility. Besides, the Mobile Router (MR) is extended to optimize the content searching and relaying in the local subnet. These features can be employed by the nested NEMO to maximize the advantages of content retrieving with CCN. Based on the analysis, we compare the performance on handover latency between the basic CCN and our proposed CCN-NEMO. The results show that our scheme can facilitate the content-retrieving in the NEMO scenario with improved performance.

Keywords: CCN, handover, NEMO, mobility management.

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Authors: Eunji Choi, Borang Park, Youngjae Choi, Jinwoo Moon

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In this study, a predictive model for estimating the metabolism (MET) of human body was developed for the optimal control of indoor thermal environment. Human body images for indoor activities and human body joint coordinated values were collected as data sets, which are used in predictive model. A deep learning algorithm was used in an initial model, and its number of hidden layers and hidden neurons were optimized. Lastly, the model prediction performance was analyzed after the model being trained through collected data. In conclusion, the possibility of MET prediction was confirmed, and the direction of the future study was proposed as developing various data and the predictive model.

Keywords: Deep learning, indoor quality, metabolism, predictive model.

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Authors: Seyeon Park, Mi Jang

Abstract:

Tumor cells have an invasive and metastatic phenotype that is the main cause of death for cancer patients. Tumor establishment and penetration consists of a series of complex processes involving multiple changes in gene expression. In this study, intraperitoneal administration of a high concentration of ascorbic acid inhibited tumor establishment and decreased tumor mass in BALB/C mice implanted with S-180 sarcoma cancer cells. To identify proteins involved in the ascorbic acid-mediated inhibition of tumor progression, changes in the tumor proteome associated with ascorbic acid treatment of BALB/C mice implanted with S-180 were investigated using two-dimensional gel electrophoresis and mass spectrometry. Twenty protein spots were identified whose expression was different between control and ascorbic acid treatment groups.

Keywords: Ascorbic acid, Proteomic analysis, S-180 implantedBALB/C mouse

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Authors: L. Melzerová, T. Janda, M. Šejnoha, J. Šejnoha

Abstract:

Two finite element (FEM) models are presented in this paper to address the random nature of the response of glued timber structures made of wood segments with variable elastic moduli evaluated from 3600 indentation measurements. This total database served to create the same number of ensembles as was the number of segments in the tested beam. Statistics of these ensembles were then assigned to given segments of beams and the Latin Hypercube Sampling (LHS) method was called to perform 100 simulations resulting into the ensemble of 100 deflections subjected to statistical evaluation. Here, a detailed geometrical arrangement of individual segments in the laminated beam was considered in the construction of two-dimensional FEM model subjected to in fourpoint bending to comply with the laboratory tests. Since laboratory measurements of local elastic moduli may in general suffer from a significant experimental error, it appears advantageous to exploit the full scale measurements of timber beams, i.e. deflections, to improve their prior distributions with the help of the Bayesian statistical method. This, however, requires an efficient computational model when simulating the laboratory tests numerically. To this end, a simplified model based on Mindlin’s beam theory was established. The improved posterior distributions show that the most significant change of the Young’s modulus distribution takes place in laminae in the most strained zones, i.e. in the top and bottom layers within the beam center region. Posterior distributions of moduli of elasticity were subsequently utilized in the 2D FEM model and compared with the original simulations.

Keywords: Bayesian inference, FEM, four point bending test, laminated timber, parameter estimation, prior and posterior distribution, Young’s modulus.

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Authors: Sang Yeong Choi, Woo Sung Park

Abstract:

This paper presents the architecture design of the robot operability assessment simulation testbed (called "ROAST") for the resolution of robot operability problems occurred during interactions between human operators and robots. The basic idea of the ROAST architecture design is to enable the easy composition of legacy or new simulation models according to its purpose. ROAST architecture is based on IEEE1516 High Level Architecture (HLA) of defense modeling and simulation. The ROAST architecture is expected to provide the foundation framework for the easy construction of a simulation testbed to order to assess the robot operability during the robotic system design. Some of ROAST implementations and its usefulness are demonstrated through a simple illustrative example.

Keywords: Robotic system, modeling and simulation, Simulation architecture.

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Authors: Jihyun Park

Abstract:

This research suggests that meaning in life or Ikigai can be associated with better academic performances in Japanese college students. To measure meaning in life in Japanese college students, the Ikigai questionnaire and the Meaning in Life Questionnaire (MLQ) are both used, and the survey was collected using Microsoft Teams Forms for a total of 80 Japanese college students. The data revealed that students who have a higher than a 3.0 grade point average (GPA) showed the highest score in both the Ikigai and MLQ. The participants with between a 2.0 and a 3.0 GPA reported lower scores in both MLQ and Ikigai than the previous participants. The group of students who have lower than a 2.0 GPA had the lowest scores for MLQ and Ikigai. This result can indicate that implementing meaning in life or Ikigai to early college students can bring about better academic performance, which also can improve students’ college life better as well.

Keywords: College students’ academic performance, Ikigai, meaning in life, purpose of life.

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Authors: Sang Su Lee, Sang Woo Lee, Yong Sung Jeon, Ki Young Kim

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IPsec protocol[1] is a set of security extensions developed by the IETF and it provides privacy and authentication services at the IP layer by using modern cryptography. In this paper, we describe both of H/W and S/W architectures of our router system, SRS-10. The system is designed to support high performance routing and IPsec VPN. Especially, we used Cavium-s CN2560 processor to implement IPsec processing in inline-mode.

Keywords: IP, router, VPN, IPsec.

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Authors: Changhwan Choi, Yongwan Park

Abstract:

In this paper, we propose a method that allows faster and more accurate detection of traffic lights by a vision sensor during driving, DGPS is used to obtain physical location of a traffic light, extract from the image information of the vision sensor only the traffic light area at this location and ascertain if the sign is in operation and determine its form. This method can solve the problem in existing research where low visibility at night or reflection under bright light makes it difficult to recognize the form of traffic light, thus making driving unstable. We compared our success rate of traffic light recognition in day and night road environments. Compared to previous researches, it showed similar performance during the day but 50% improvement at night.

Keywords: Traffic light, Intelligent vehicle, Night, Detection, DGPS (Differential Global Positioning System).

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Authors: ByungHoon Kang, Jeawook Shin, Ju-man Song, Hyun-Taek Choi, PooGyeon Park

Abstract:

In this study, we consider a special situation that only a pair of hydrophone on a moving underwater vehicle is available to localize a fixed acoustic source of far distance. The trigonometry can be used in this situation by using two different DOA of different locations. Notice that the distance between the two locations should be measured. Therefore, we assume that the vehicle is sailing straightly and the moving distance for each unit time is measured continuously. However, the accuracy of the localization using the trigonometry is highly dependent to the accuracy of DOAs and measured moving distances. Therefore, we proposed another method based on the extended Kalman filter that gives more robust and accurate localization result.

Keywords: Localization, acoustic, underwater, extended Kalman filter.

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Authors: Izabela Pietras

Abstract:

The level of visual abilities, language, memory processes and intellectual functioning development affects the quality of a written text. The following analysis will present the results of diagnostic tests indicating the most common criterion for a group and stating whether a person has been diagnosed with having cognitive developmental level below the group-s average or not.The study-s aim is to determine whether there are specific patterns of cognitive deficits, which can be distinguished among the group of young people with spelling disorders.

Keywords: cognitive deficits, cognitive functions, spellingdisorders

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Authors: Seong-Ho Song, Ki-Seob Kim, Seop-Hyeong Park, Seon-Woo Lee

Abstract:

In this paper, the data correction algorithm is suggested when the environmental air temperature varies. To correct the infrared data in this paper, the initial temperature or the initial infrared image data is used so that a target source system may not be necessary. The temperature data obtained from infrared detector show nonlinear property depending on the surface temperature. In order to handle this nonlinear property, Taylor series approach is adopted. It is shown that the proposed algorithm can reduce the influence of environmental temperature on the components in the board. The main advantage of this algorithm is to use only the initial temperature of the components on the board rather than using other reference device such as black body sources in order to get reference temperatures.

Keywords: Infrared camera, Temperature Data compensation, Environmental Ambient Temperature, Electric Component

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Authors: Sang-Soo Kim, Seong-Bae Park, Sang-Jo Lee

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In this paper, we propose a method of resolving dependency ambiguities of Korean subordinate clauses based on Support Vector Machines (SVMs). Dependency analysis of clauses is well known to be one of the most difficult tasks in parsing sentences, especially in Korean. In order to solve this problem, we assume that the dependency relation of Korean subordinate clauses is the dependency relation among verb phrase, verb and endings in the clauses. As a result, this problem is represented as a binary classification task. In order to apply SVMs to this problem, we selected two kinds of features: static and dynamic features. The experimental results on STEP2000 corpus show that our system achieves the accuracy of 73.5%.

Keywords: Dependency analysis, subordinate clauses, binaryclassification, support vector machines.

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Authors: Mui Joo Tang, Eang Teng Chan

Abstract:

Advertising is commonly used to foster sales and reputation of an institution. It is at first the growth of print advertising that has increased the population and number of periodicals of newspaper and its circulation. The rise of Internet and online media has somehow blurred the role of media and advertising though the intention is still to reach out to audience and to increase sales. The relationship between advertising and audience on a product purchase through persuasion has been developing from print media to online media. From the changing media environment and audience, it is the concern of this research to study the impact of online advertising to such a relationship cycle. The content of online advertisements is much of text, multimedia, photo, audio and video. The messages of such content format may indeed bring impacts to its audience and its credibility. This study is therefore reflecting the effectiveness of online advertisement and its influences on generation Y in their purchasing behavior. This study uses Media Dependency Theory to analyze the relationship between the impact of online advertisement and media usage pattern of generation Y. Hierarchy of Effectiveness Model is used as a marketing communication model to study the effectiveness of advertising and further to determine the impact of online advertisement on generation Y in their purchasing decision making. This research uses online survey to reach out the sample of generation Y. The results have shown that online advertisements do not affect much on purchase decision making even though generation Y relies much on the media content including online advertisement for its information and believing in its credibility. There are few other external factors that may interrupt the effectiveness of online advertising. The very obvious influence of purchasing behavior is actually derived from the peers.

Keywords: Generation Y, online advertising, online media, persuasion, print media, purchase decision.

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Authors: Yun Jong Choi, Nam Woong, PooGyeon Park

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Variable Structure Control (VSC) is one of the most useful tools handling the practical system with uncertainties and disturbances. Up to now, unfortunately, not enough studies on the input-saturated system with linear-growth-bound disturbances via VSC have been presented. Therefore, this paper proposes an asymp¬totic stability condition for the system via VSC. The designed VSC controller consists of two control parts. The linear control part plays a role in stabilizing the system, and simultaneously, the nonlinear control part in rejecting the linear-growth-bound disturbances perfectly. All conditions derived in this paper are expressed with Linear Matrices Inequalities (LMIs), which can be easily solved with an LMI toolbox in MATLAB.

Keywords: Input saturation, linear-growth bounded disturbances, linear matrix inequality (LMI), variable structure control

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Authors: Chee-Ming Chan

Abstract:

In spite of the advent of new materials, clay bricks remain, arguably, the most popular construction materials today. Nevertheless the low cost and versatility of clay bricks cannot always be associated with high environmental and sustainable values, especially in terms of raw material sources and manufacturing processes. At the same time, the worldwide agricultural footprint is fast growing, with vast agricultural land cultivation and active expansion of the agro-based industry. The resulting large quantities of agricultural wastes, unfortunately, are not always well managed or utilised. These wastes can be recycled, such as by retrieving fibres from disposed leaves and fruit bunches, and then incorporated in brick-making. This way the clay bricks are made a 'greener' building material and the discarded natural wastes can be reutilised, avoiding otherwise wasteful landfill and harmful open incineration. This study examined the physical and mechanical properties of clay bricks made by adding two natural fibres to a clay-water mixture, with baked and non-baked conditions. The fibres were sourced from pineapple leaves (PF) and oil palm fruit bunch (OF), and added within the range of 0.25-0.75 %. Cement was added as a binder to the mixture at 5-15 %. Although the two fibres had different effects on the bricks produced, cement appeared to dominate the compressive strength. The non-baked bricks disintegrated when submerged in water, while the baked ones displayed cement-dependent characteristics in water-absorption and density changes. Interestingly, further increase in fibre content did not cause significant density decrease in both the baked and non-baked bricks.

Keywords: natural fibres, clay bricks, strength, water absorption, density.

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Authors: Juntae Kim, Jaeyoung Park, Kyoungkun Lee, Jong Tae Kim

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The H.264/AVC standard is a highly efficient video codec providing high-quality videos at low bit-rates. As employing advanced techniques, the computational complexity has been increased. The complexity brings about the major problem in the implementation of a real-time encoder and decoder. Parallelism is the one of approaches which can be implemented by multi-core system. We analyze macroblock-level parallelism which ensures the same bit rate with high concurrency of processors. In order to reduce the encoding time, dynamic data partition based on macroblock region is proposed. The data partition has the advantages in load balancing and data communication overhead. Using the data partition, the encoder obtains more than 3.59x speed-up on a four-processor system. This work can be applied to other multimedia processing applications.

Keywords: H.264/AVC, video coding, thread-level parallelism, OpenMP, multimedia

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Authors: Pil Woo Heo, In Sub Park

Abstract:

Water contains oxygen which may make a human breathe under water like a fish. Centrifugal separator can separate dissolved gases from water. Carrier solution can increase the separation of dissolved oxygen from water. But, to develop an breathing device for a human under water, the enhancement of separation of dissolved gases including oxygen and portable devices which have dc battery based device and proper size are needed. In this study, we set up experimental device for analyzing separation characteristics of dissolved gases including oxygen from water using a battery based portable vacuum pump. We characterized vacuum state, flow rate of separation of dissolved gases and oxygen concentration which were influenced by the manufactured vacuum pump.

Keywords: Portable, breathing, water, separation, battery.

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Authors: Chang Su Woo, Hyun Sung Park

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Useful lifetime evaluation of chevron rubber spring was very important in design procedure to assure the safety and reliability. It is, therefore, necessary to establish a suitable criterion for the replacement period of chevron rubber spring. In this study, we performed characteristic analysis and useful lifetime prediction of chevron rubber spring. Rubber material coefficient was obtained by curve fittings of uniaxial tension equibiaxial tension and pure shear test. Computer simulation was executed to predict and evaluate the load capacity and stiffness for chevron rubber spring. In order to useful lifetime prediction of rubber material, we carried out the compression set with heat aging test in an oven at the temperature ranging from 50°C to 100°C during a period 180 days. By using the Arrhenius plot, several useful lifetime prediction equations for rubber material was proposed.

Keywords: Chevron rubber spring, material coefficient, finite element analysis, useful lifetime prediction.

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Authors: R. Ramli

Abstract:

The impact of the information revolution is double edged. While it is applauded for its versatility and performance robustness and acclaimed for making life smooth and easy, on the other hand people are concerned about its dark side especially to younger generations. The education system should extend its educating role beyond the school to home. Parents should be included in forming the policies of Internet use as well as in the curriculum delivery. This paper discusses how curriculum can be instrumental in addressing social and ethical issues resulted from the Internet.

Keywords: Curriculum, Ethics, Internet Addiction, Social Issues

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Authors: Inchae Park, Byungun Yoon

Abstract:

As open innovation has received increasingly attention in the management of innovation, the importance of identifying potential partnership is increasing. This paper suggests a methodology to identify the interested parties as one of Innovation intermediaries to enable open innovation with patent network. To implement the methodology, multi-stage patent citation analysis such as bibliographic coupling and information visualization method such as keyword vector mapping are utilized. This paper has contribution in that it can present meaningful collaboration keywords to identified potential partners in network since not only citation information but also patent textual information is used.

Keywords: Open innovation, partner selection, bibliographic coupling, Keyword vector mapping, patent network.

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Authors: Jin-Woong Park, Sun-Kyung Kang, Sung-Tae Jung

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In this study, we propose a tongue diagnosis method which detects the tongue from face image and divides the tongue area into six areas, and finally generates tongue coating ratio of each area. To detect the tongue area from face image, we use ASM as one of the active shape models. Detected tongue area is divided into six areas widely used in the Korean traditional medicine and the distribution of tongue coating of the six areas is examined by SVM(Support Vector Machine). For SVM, we use a 3-dimensional vector calculated by PCA(Principal Component Analysis) from a 12-dimentional vector consisting of RGB, HIS, Lab, and Luv. As a result, we detected the tongue area stably using ASM and found that PCA and SVM helped raise the ratio of tongue coating detection.

Keywords: Active Shape Model, Principal Component Analysis, Support Vector Machine, Tongue diagnosis

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Authors: J. H. Kim, J. H. Kwon, J. S. Park, K. J. Lim

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This paper has been investigated a technique that predicts the performance of a bar-type unimorph piezoelectric vibration actuator depending on the frequency. This paper has been proposed an equivalent circuit that can be easily analyzed for the bar-type unimorph piezoelectric vibration actuator. In the dynamic analysis, rigidity and resonance frequency, which are important mechanical elements, were derived using the basic beam theory. In the equivalent circuit analysis, the displacement and bandwidth of the piezoelectric vibration actuator depending on the frequency were predicted. Also, for the reliability of the derived equations, the predicted performance depending on the shape change was compared with the result of a finite element analysis program.

Keywords: Actuator, performance, piezoelectric, unimorph.Actuator, performance, piezoelectric, unimorph.

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Authors: Byung-Ik Kim, Hong-Koo Kang, Tae-Jin Lee, Hae-Ryong Park

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Cyber terrors against specific enterprises or countries have been increasing recently. Such attacks against specific targets are called advanced persistent threat (APT), and they are giving rise to serious social problems. The malicious behaviors of APT attacks mostly affect websites and penetrate enterprise networks to perform malevolent acts. Although many enterprises invest heavily in security to defend against such APT threats, they recognize the APT attacks only after the latter are already in action. This paper discusses the characteristics of APT attacks at each step as well as the strengths and weaknesses of existing malicious code detection technologies to check their suitability for detecting APT attacks. It then proposes a network-based malicious behavior detection algorithm to protect the enterprise or national networks.

Keywords: Advanced Persistent Threat, Malware, Network Security, Network Packet, Exploit Kits.

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Authors: Irina Severin, M. Caramihai, K. Chung, G. Tasca, T. Park

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The current study has investigated the ageing phenomena of silica optical fibres in relation to water activity which might be accelerated when exposed to a supplementary energy, such as microwaves. A controlled stress by winding fibres onto accurate diameter mandrel was applied. Taking into account that normally a decrease in fibre strength is induced in time by chemical action of water, the effects of cumulative reagents such as: water, applied stress and supplementary energy (microwave) in some cases acted in the opposite manner. The microwave effect as a structural relaxation catalyst appears unexpected, even if the overall gain in fibre strength is not high, but the stress corrosion factor revealed significant increase in certain simulation conditions.

Keywords: optical fibres, mechanical testing, aging, microwave, structural relaxation.

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Authors: G. Hernandez-Maskivker, G. Ryan, M. Blazey, M. Pàmies

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Waiting times and queues are a daily problem for theme parks. Fast lines or priority queues appear as a solution for a specific segment of customers, that is, tourists who are willing to pay to avoid waiting. This paper analyzes the fast line system and explores the factors that affect the decision to purchase a fast line pass. A greater understanding of these factors may help companies to design appropriate products and services. This conceptual paper was based on a literature review in marketing and consumer behavior. Additional research was identified in related disciplines such as leisure studies, psychology, and sociology. A conceptual framework of the factors influencing the decision to purchase a fast line pass is presented.

Keywords: Tourist behavior, fast lines, theme park, willing to pay.

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Authors: A. Eui Koog Ahn, B. Gi-Nam Wang, C. Sang C. Park

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Higher productivity and less cost in the ship manufacturing process are required to maintain the international competitiveness of morden manufacturing industries. In shipbuilding, however, the Engineering To Order (ETO) production method and production process is very difficult. Thus, designs change frequently. In accordance with production, planning should be set up according to scene changes. Therefore, fixed production planning is very difficult. Thus, a scheduler must first make sketchy plans, then change the plans based on the work progress and modifications. Thus, data sharing in a shipbuilding block assembly shop is very important. In this paper, we proposed to scheduling method applicable to the shipbuilding industry and decision making support system through web based visualization system.

Keywords: Shipbuilding, Monitoring, Block assembly shop, Visualization

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Authors: Tang Mui Joo, Chan Eang Teng

Abstract:

The use of social media has become more defined. It has been widely used for the purpose of business. More marketers are now using social media as tools to enhance their businesses. Whereas on the other hand, there are more and more people spending their time through mobile apps to be engaged in the social media sites like YouTube, Facebook, Twitter and others. Social media has even become common in Public Relations (PR). It has become number one platform for creating and sharing content. In view to this, social media has changed the rules in PR where it brings new challenges and opportunities to the profession. Although corporate websites, chat-rooms, email customer response facilities and electronic news release distribution are now viewed as standard aspects of PR practice, many PR practitioners are still struggling with the impact of new media though the implementation of social media is potentially reducing the cost of communication. It is to the point that PR practitioners are not fully embracing new media, they are ill-equipped to do so and they have a fear of the technology. Somehow that social media has become a new style of communication that is characterized by conversation and community. It has become a platform that allows individuals to interact with one another and build relationship among each other. Therefore, in the use of business world, consumers are able to interact with those companies that have joined any social media. Based on their experiences with social networking site interactions, they are also exposed to personal interaction while communicating. This paper is to study the impact of social media to PR. This paper discovers the potential changes of PR practices in a developing country like Malaysia. Eventually the study reflects on how PR practitioners are actually using social media in the country. This paper is based on two theories in its development of this research foundation. Media Ecology Theory is to support the impact and changes to PR. Social Penetration Theory is to reflect on how the use of social media is among PRs. This research is using survey with PR practitioners in its data collection. The results have shown that PR professionals value social media more than they actually use it and the way of organizations communicate had been changed due to the transformation of social media.

Keywords: New media, social media, PR.

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