Search results for: particle interaction.

Authors: Himanshu Patel, R. T. Vashi

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Adsorption of Toluidine blue dye from aqueous solutions onto Neem Leaf Powder (NLP) has been investigated. The surface characterization of this natural material was examined by Particle size analysis, Scanning Electron Microscopy (SEM), Fourier Transform Infrared (FTIR) spectroscopy and X-Ray Diffraction (XRD). The effects of process parameters such as initial concentration, pH, temperature and contact duration on the adsorption capacities have been evaluated, in which pH has been found to be most effective parameter among all. The data were analyzed using the Langmuir and Freundlich for explaining the equilibrium characteristics of adsorption. And kinetic models like pseudo first- order, second-order model and Elovich equation were utilized to describe the kinetic data. The experimental data were well fitted with Langmuir adsorption isotherm model and pseudo second order kinetic model. The thermodynamic parameters, such as Free energy of adsorption (AG"), enthalpy change (AH') and entropy change (AS°) were also determined and evaluated.

Keywords: Adsorption, isotherm models, kinetic models, temperature, toluidine blue dye, surface chemistry.

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Authors: Mahmood Niroobakhsh

Abstract:

This article deals with special structuralism approaches to explain a certain kind of social problem. Widespread presence of poverty is a reminder of deep-rooted unresolved problems of social relations. The expected role from an individual for the social system recognizes poverty derived from an interrelated social structure. By the time, enabled to act on his role in the course of social interaction, reintegration of the poor in society may take place. Poverty and housing type are reflections of the underlying social structure, primarily structure’s elements, systemic interrelations, and the overall strength or weakness of that structure. Poverty varies based on social structure in that the stronger structures are less likely to produce poverty.

Keywords: Absolute poverty, relative poverty, social structure, urban poverty.

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Authors: Khajornjit Bunnag

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The purposes of this research are: 1) to study the media literacy of early teenagers, and 2) to study the interaction between gender and timing of media exposure that affects the media literacy of teenagers. The sample of the study included 400 young people aged between 11 to 17 and who were living in Bangkok. The data was collected using questionnaires. Two-way ANOVA was used in analyzing the collected data. The result revealed that gender and timing of media exposure affected the media literacy of early teenagers with statistical significance at the level of 0.05.

Keywords: Gender, Media Literacy, Teenager, Timing of Media Exposure.

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Authors: Stefano Frassinelli, Alessandro Niccolai, Riccardo E. Zich

Abstract:

Sport performance analysis is a technique that is becoming every year more important for athletes of every level. Many techniques have been developed to measure and analyse efficiently the performance of athletes in some sports, but in combat sports these techniques found in many times their limits, due to the high interaction between the two opponents during the competition. In this paper the problem will be framed. Moreover the physical performance measurement problem will be analysed and three different techniques to manage it will be presented. All the techniques have been used to analyse the performance of 22 high level Judo athletes.

Keywords: Sport performance, physical performance, judo, performance coefficients.

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Authors: Jiří Primas, Michal Malík, Darina Jašíková, Václav Kopecký

Abstract:

When a high DC voltage is applied to a capacitor with strongly asymmetrical electrodes, it generates a mechanical force that affects the whole capacitor. This phenomenon is most likely to be caused by the motion of ions generated around the smaller of the two electrodes and their subsequent interaction with the surrounding medium. A method to measure this force has been devised and used. A formula describing the force has also been derived. After comparing the data gained through experiments with those acquired using the theoretical formula, a difference was found above a certain value of current. This paper also gives reasons for this difference.

Keywords: Capacitor with asymmetrical electrodes, Electricalfield, Mechanical force, Motion of ions.

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Authors: Nadine Ali Hassan, Ngoc Son Nguyen, Didier Marot, Fateh Bendahmane

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This paper aims at presenting a study of the effect of scalping methods on the mechanical properties of coarse soils by resorting to numerical simulations based on the discrete element method (DEM) and experimental triaxial tests. Two reconstitution methods are used, designated as scalping method and substitution method. Triaxial compression tests are first simulated on a granular materials with a grap graded particle size distribution by using the DEM. We study the effect of these reconstitution methods on the stress-strain behavior of coarse soils with different fine contents and with different ways to control the densities of the scalped and substituted materials. Experimental triaxial tests are performed on original mixtures of sands and gravels with different fine contents and on their corresponding scalped and substituted samples. Numerical results are qualitatively compared to experimental ones. Agreements and discrepancies between these results are also discussed.

Keywords: Coarse soils, scalping, substitution, discrete element method, triaxial test.

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Authors: Yan Shao, Jin Zhou, Lin Lai, Haiyan Wu, Jing Lei

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This paper describes Nano-particle based Planar Laser Scattering (NPLS) flow visualization of angled supersonic jets into a supersonic cross flow based on the HYpersonic Low TEmperature (HYLTE) nozzle which was widely used in DF chemical laser. In order to investigate the non-reacting flowfield in the HYLTE nozzle, a testing section with windows was designed and manufactured. The impact of secondary fluids orifice separation on mixing was examined. For narrow separation of orifices, the secondary fuel penetration increased obviously compared to diluent injection, which means smaller separation of diluent and fuel orifices would enhance the mixing of fuel and oxidant. Secondary injections with angles of 30, 40 and 50 degrees were studied. It was found that the injectant penetration increased as the injection angle increased, while the interfacial surface area to entrain the freestream fluid is largest when the injection angle is 40 degree.

Keywords: HYLTE nozzle, NPLS, supersonic mixing, transverse injection

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Authors: Zeljko Panian

Abstract:

Through the course of this paper we outline how mobile Business Intelligence (m-BI) can help businesses to work smarter and to improve their agility. When we analyze the industry from the usage perspective or how interaction with the enterprise BI system happens via mobile devices, we may easily understand that there are two major types of mobile BI: passive and active. Active mobile BI gives provisions for users to interact with the BI systems on-the-fly. Active mobile business intelligence often works as a combination of both “push and pull" techniques. Some mistakes were done in the up-to-day progress of mobile technologies and mobile BI, as well as some problems that still have to be resolved. We discussed in the paper rather broadly.

Keywords: Business intelligence, mobile business intelligence, business agility, mobile technologies, optimization

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Authors: Harri Jalonen

Abstract:

Social media has changed the ways we communicate, collaborate and connect with each other. It has also influenced our habits of consuming sports. Social media has allowed direct interaction between sponsoring companies, athletes/players and fans. Drawing on the service dominant logic of value co-creation, the conceptual paper identifies three operant resources which are beneficial for value co-creation: i) social identity and sense of community, ii) congruence and brand personality, and iii) participatory culture and fan activation. The paper contributes to the theoretical discussion on how social can be media used for value co-creation purposes in the sports industry.

Keywords: Sport, value co-creation, social media, service.

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Authors: R.L. Sanders, L. McKeown

Abstract:

An international cooperation between educators in Australia and the US has led to a reconceptualization of the teaching of a library science course at Appalachian State University. The pedagogy of Action Learning coupled with a 3D virtual learning environment immerses students in a social constructivist learning space that incorporates and supports interaction and reflection. The intent of this study was to build a bridge between theory and practice by providing students with a tool set that promoted personal and social reflection, and created and scaffolded a community of practice. Besides, action learning is an educational process whereby the fifty graduate students experienced their own actions and experience to improve performance.

Keywords: action learning, action research, reflection, metacognition, virtual worlds

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Authors: Jiří Primas, Michal Malík, Darina Jašíková, Václav Kopecký

Abstract:

When a high DC voltage is applied to a capacitor with strongly asymmetrical electrodes, it generates a mechanical force that affects the whole capacitor. This is caused by the motion of ions generated around the smaller of the two electrodes and their subsequent interaction with the surrounding medium. If one of the electrodes is heated, it changes the conditions around the capacitor and influences the process of ionisation, thus changing the value of the generated force. This paper describes these changes and gives reasons behind them. Further the experimental results are given as proof of the ionic mechanism of the phenomenon.

Keywords: Capacitor with asymmetrical electrodes, Generated force, Heated electrode, High voltage.

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Authors: Diky Mudhakir, M. Fauzi Bostanudin, Fiki Firmawan, Rachmat Mauludin

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In the present study, development of salbutamol sulphate nanoparticles that adhere to gastric mucus was investigated. Salbutamol sulphate has low bioavailability due to short transit time in gastric. It also has a positive surface charge that provides hurdles to be encapsulated by the positively strong mucoadhesive polymer of chitosan. To overcome the difficulties, the surface charge of active ingredient was modified using several nonionic and anionic stomach-specific polymers. The nanoparticles were prepared using ionotropic gelation technique. The evaluation involved determination of particle size, zeta potential, entrapment efficiency, in vitro drug release and in vitro mucoadhesion test. Results exhibited that the use of anionic alginate polymer was more satisfactory than that of nonionic polymer. Characteristics of the particles was nano-size, high encapsulation efficiency, fulfilled the drug release requirements and adhesive towards stomach for around 11 hours. This result shows that the salbutamol sulphate nanoparticles can be utilized for improvement its delivery.

Keywords: Mucoadhesive, salbutamol sulphate, nanosize, anionic polymer.

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Authors: Mohammad R. Jalali, Mohammad M. Jalali

Abstract:

The earliest theories of sloshing waves and solitary waves based on potential theory idealisations and irrotational flow have been extended to be applicable to more realistic domains. To this end, the computational fluid dynamics (CFD) methods are widely used. Three-dimensional CFD methods such as Navier-Stokes solvers with volume of fluid treatment of the free surface and Navier-Stokes solvers with mappings of the free surface inherently impose high computational expense; therefore, considerable effort has gone into developing depth-averaged approaches. Examples of such approaches include Green–Naghdi (GN) equations. In Cartesian system, GN velocity profile depends on horizontal directions, x-direction and y-direction. The effect of vertical direction (z-direction) is also taken into consideration by applying weighting function in approximation. GN theory considers the effect of vertical acceleration and the consequent non-hydrostatic pressure. Moreover, in GN theory, the flow is rotational. The present study illustrates the application of GN equations to propagation of sloshing waves and solitary waves. For this purpose, GN equations solver is verified for the benchmark tests of Gaussian hump sloshing and solitary wave propagation in shallow basins. Analysis of the free surface sloshing of even harmonic components of an initial Gaussian hump demonstrates that the GN model gives predictions in satisfactory agreement with the linear analytical solutions. Discrepancies between the GN predictions and the linear analytical solutions arise from the effect of wave nonlinearities arising from the wave amplitude itself and wave-wave interactions. Numerically predicted solitary wave propagation indicates that the GN model produces simulations in good agreement with the analytical solution of the linearised wave theory. Comparison between the GN model numerical prediction and the result from perturbation analysis confirms that nonlinear interaction between solitary wave and a solid wall is satisfactorilly modelled. Moreover, solitary wave propagation at an angle to the x-axis and the interaction of solitary waves with each other are conducted to validate the developed model.

Keywords: Even harmonic components of sloshing waves, Green–Naghdi equations, nonlinearity, solitary waves.

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Authors: M. Zahid Hossain, M. Ashraful Amin

Abstract:

The algorithms of convex hull have been extensively studied in literature, principally because of their wide range of applications in different areas. This article presents an efficient algorithm to construct approximate convex hull from a set of n points in the plane in O(n + k) time, where k is the approximation error control parameter. The proposed algorithm is suitable for applications preferred to reduce the computation time in exchange of accuracy level such as animation and interaction in computer graphics where rapid and real-time graphics rendering is indispensable.

Keywords: Convex hull, Approximation algorithm, Computational geometry, Linear time.

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Authors: Z. Pavlík, M. Pavlíková, P. Volfová, M. Keppert, R. Černý

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Properties of cement pastes with fine-ground ceramics used as an alternative binder replacing Portland cement up to 20% of its mass are investigated. At first, the particle size distribution of cement and fine-ground ceramics is measured using laser analyser. Then, the material properties are studied in the early hardening period up to 28 days. The hydration process of studied materials is monitored by electrical conductivity measurement using TDR sensors. The changes of materials- structures within the hardening are observed using pore size distribution measurement. The compressive strength measurements are done as well. Experimental results show that the replacement of Portland cement by fine-ground ceramics in the amount of up to 20% by mass is acceptable solution from the mechanical point of view. One can also assume similar physical properties of designed materials to the reference material with only Portland cement as binder.

Keywords: Fine-ground ceramics, cement pastes, early age properties, mechanical properties, pore size distribution, electrical conductivity measurement.

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Authors: M. I. Aida Isma, Azni Idris, Rozita Omar, A. R. Putri Razreena

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40L of hollow fiber membrane bioreactor with solids retention times (SRT) of 30, 15 and 4 days were setup for treating synthetic wastewater at hydraulic retention times (HRT) of 12, 8 and 4 hours. The objectives of the study were to investigate the effects of SRT and HRT on membrane fouling. A comparative analysis was carried out for physiochemical quality parameters (turbidity, suspended solids, COD, NH₃-N and PO₄^3-). Scanning electron microscopy (SEM), energy diffusive X-ray (EDX) analyzer and particle size distribution (PSD) were used to characterize the membrane fouling properties. The influence of SRT on the quality of effluent, activated sludge quality, and membrane fouling were also correlated. Lower membrane fouling and slower rise in trans-membrane pressure (TMP) were noticed at the longest SRT and HRT of 30d and 12h, respectively. Increasing SRT results in noticeable reduction of dissolved organic matters. The best removal efficiencies of COD, TSS, NH₃-N and PO₄^3- were 93%, 98%, 80% and 30% respectively. The high HRT with shorter SRT induced faster fouling rate. The main fouling resistance was cake layer. The most severe membrane fouling was observed at SRT and HRT of 4 and 12, respectively with thickness cake layer of 17mm as reflected by higher TMP, lower effluent removal and thick sludge cake layer.

 

Keywords: Membrane bioreactor, SRT, HRT, membrane fouling.

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Authors: Y. Kurosawa, T. Yamaguchi

Abstract:

A numerical method is proposed to calculate damping properties for sound-proof structures involving elastic body, viscoelastic body, and porous media. For elastic and viscoelastic body displacement is modeled using conventional finite elements including complex modulus of elasticity. Both effective density and bulk modulus have complex quantities to represent damped sound fields in the porous media. Particle displacement in the porous media is discretised using finite element method. Displacement vectors as common unknown variables are solved under coupled condition between elastic body, viscoelastic body and porous media. Further, explicit expressions of modal loss factor for the mixed structures are derived using asymptotic method. Eigenvalue analysis and frequency responded were calculated for automotive test panel laminated viscoelastic and porous structures using this technique, the results almost agreed with the experimental results.

Keywords: Damping, Porous Media, Finite Element Method, Computer Aided Engineering.

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Authors: M. S. Agha, A. M. Eshahiry, S. A. Aldabbar, Z. M. Alshahri

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The propagation of microwave is affected by rain and dust particles causing signal attenuation and de-polarization. Computations of these effects require knowledge of the propagation characteristics of microwave and millimeter wave energy in the climate conditions of the studied region. This paper presents effect of wind and humidity on wireless communication such as microwave links in the North West region of Libya (Al-Khoms). The experimental procedure is done on three selected antennae towers (Nagaza station, Al-Khoms center station, Al-Khoms gateway station) for determining the attenuation loss per unit length and cross-polarization discrimination (XPD) change. Dust particles are collected along the region of the study, to measure the particle size distribution (PSD), calculate the concentration, and chemically analyze the contents, then the dielectric constant can be calculated. The results show that humidity and dust, antenna height and the visibility affect both attenuation and phase shift; in which, a few considerations must be taken into account in the communication power budget.

Keywords: Attenuation, scattering, transmission loss.

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Authors: S. Pesina, T. Solonchak

Abstract:

An analysis of word semantics focusing on the invariance of advanced imagery in several pressing problems. Interest in the language of imagery is caused by the introduction, in the linguistics sphere, of a new paradigm, the center of which is the personality of the speaker (the subject of the language). Particularly noteworthy is the question of the place of the image when discussing the lexical, phraseological values ​​and the relationship of imagery and metaphors. In part, the formation of a metaphor, as an interaction between two intellective entities, occurs at a cognitive level, and it is the category of the image, having cognitive roots, which aides in the correct interpretation of the results of this process on the lexical-semantic level.

Keywords: Image, metaphor, concept, creation of a metaphor, cognitive linguistics, erased image, vivid image.

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Authors: K. Noah, F.-S. Lien

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In Computational Fluid Dynamics (CFD), there are a variety of numerical methods, of which some depend on macroscopic model representatives. These models can be solved by finite-volume, finite-element or finite-difference methods on a microscopic description. However, the lattice Boltzmann method (LBM) is considered to be a mesoscopic particle method, with its scale lying between the macroscopic and microscopic scales. The LBM works well for solving incompressible flow problems, but certain limitations arise from solving compressible flows, particularly at high Mach numbers. An improved lattice Boltzmann model for compressible flow problems is presented in this research study. A higher-order Taylor series expansion of the Maxwell equilibrium distribution function is used to overcome limitations in LBM when solving high-Mach-number flows. Large eddy simulation (LES) is implemented in LBM to simulate turbulent jet flows. The results have been validated with available experimental data for turbulent compressible free jet flow at subsonic speeds.

Keywords: Compressible lattice Boltzmann metho-, large eddy simulation, turbulent jet flows.

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Authors: A. Marcengo, A. Rapp, E. Guercio

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This work aims to describe the process of developing services and applications of seamless communication within a Telecom Italia long-term research project, which takes as central aim the design of a wearable communication device. In particular, the objective was to design a wrist phone integrated into everyday life of people in full transparency. The methodology used to design the wristwatch was developed through several subsequent steps also involving the Personas Layering Framework. The data collected in this phases have been very useful for designing an improved version of the first two concepts of wrist phone going to change aspects related to the four critical points expressed by the users.

Keywords: Design, Interaction, User Centred Design, Wristphone.

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Authors: Aneeqa Sabah, Saadat Anwar Siddiqi, Salamat Ali

Abstract:

The systematic manipulations of shapes and sizes of inorganic compounds greatly benefit the various application fields including optics, magnetic, electronics, catalysis and medicine. However shape control has been much more difficult to achieve. Hence exploration of novel method for the preparation of differently shaped nanoparticles is challenging research area. II-VI group of semiconductor cadmium sulphide (CdS) nanostructure with different morphologies (such as, acicular like, mesoporous, spherical shapes) and of crystallite sizes vary from 11 to 16 nm were successfully synthesized by chemical aqueous precipitation of Cd2+ ions with homogeneously released S2- ions from decomposition of cadmium sulphate (CdSO4) and thioacetamide (CH3CSNH2) by annealing at different radiations (microwave, ultrasonic and sunlight) with matter and systematic research has been done for various factors affecting the controlled growth rate of CdS nanoparticles. The obtained nanomaterials have been characterized by X-ray Diffraction (XRD), Fourier Transform Infrared Spectroscopy (FTIR), Thermogravometric (DSC-TGA) analysis and Scanning Electron Microscopy (SEM). The result indicates that on increasing the reaction time particle size increases but on increasing the molar ratios grain size decreases.

Keywords: CdS nanoparticles, Morphology, Oxidation, Radiations

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Authors: K. Bashirnezhad, M. Moghiman, M. Javadi Amoli, F. Tofighi, S. Zabetnia

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Results are presented from a combined experimental and modeling study undertaken to understand the effect of fuel spray angle on soot production in turbulent liquid spray flames. The experimental work was conducted in a cylindrical laboratory furnace at fuel spray cone angle of 30º, 45º and 60º. Soot concentrations inside the combustor are measured by filter paper technique. The soot concentration is modeled by using the soot particle number density and the mass density based acetylene concentrations. Soot oxidation occurred by both hydroxide radicals and oxygen molecules. The comparison of calculated results against experimental measurements shows good agreement. Both the numerical and experimental results show that the peak value of soot and its location in the furnace depend on fuel spray cone angle. An increase in spray angle enhances the evaporating rate and peak temperature near the nozzle. Although peak soot concentration increase with enhance of fuel spray angle but soot emission from the furnace decreases.

Keywords: Soot, spray angle, turbulent flames, liquid fuel.

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Authors: Y. Y. Pang, N. A. Ismail

Abstract:

Map is a powerful and convenient tool in helping us to navigate to different places, but the use of indirect devices often makes its usage cumbersome. This study intends to propose a new map navigation dialogue that uses hand gesture. A set of dialogue was developed from users’ perspective to provide users complete freedom for panning, zooming, rotate, tilt and find direction operations. A participatory design experiment was involved here where one hand gesture and two hand gesture dialogues had been analysed in the forms of hand gestures to develop a set of usable dialogues. The major finding was that users prefer one-hand gesture compared to two-hand gesture in map navigation.

Keywords: Hand gesture, map navigation, participatory design, intuitive interaction.

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Authors: Masao Ohta, Yoshiyuki Higuchi

Abstract:

This study analyses store layout among the many factors that underlie supermarket store design, this; in terms of what to display in a shop and where to place the items. This report examines newly-opened stores and evaluates their interior shop floor layouts, which we then attempt to categorize by various styles. We then consider the interaction between shop floor layout and customer behavior from the perspective of the supermarket as the seller. At this point, we focus on the “store magnets"–the main sections within the shop likely to attract customers into the store.

Keywords: Supermarket Store Layout, Sales magnet, Customer Circulation Rate, Section Drop-by Rates.

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Authors: A. Thabet, M. Repetto

Abstract:

Dielectric materials play an important role in broad applications, such as electrical and electromagnetic applications. This research studied the prediction of effective permeability of composite and nanocomposite dielectric materials based on theoretical analysis to specify the effects of embedded magnetic inclusions in enhancing magnetic properties of dielectrics. Effective permeability of Plastics and Glass nanodielectrics have been predicted with adding various types and percentages of magnetic nano-particles (Fe, Ni-Cu, Ni-Fe, MgZn_Ferrite, NiZn_Ferrite) for formulating new nanodielectric magnetic industrial materials. Soft nanoparticles powders that have been used in new nanodielectrics often possess the structure of a particle size in the range of micrometer- to nano-sized grains and magnetic isotropy, e.g., a random distribution of magnetic easy axes of the nanograins. It has been succeeded for enhancing characteristics of new nanodielectric magnetic industrial materials. The results have shown a significant effect of inclusions distribution on the effective permeability of nanodielectric magnetic composites, and so, explained the effect of magnetic inclusions types and their concentration on the effective permeability of nanodielectric magnetic materials.

Keywords: Nanoparticles, Nanodielectrics, Nanocomposites, Effective Permeability, Magnetic Properties.

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Authors: Mara Gubaidullina, Aigerim Yelibayeva

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The Shanghai Cooperation Organization is one of the successful outcomes of China's foreign policy since the end of the Cold war. The expansion of multilateral ties all over the world by dint of pursuing institutional strategies as SCO, identify China as a more constructive power. SCO became a new model of cooperation that was formed on remains of collapsed Soviet system, and predetermined China's geopolitical role in the region. As the fast developing effective regional mechanism, SCO today has more of external impact on the international system and forms a new type of interaction for promoting China's grand strategy of 'peaceful rise'.

Keywords: Central Asia, China's grand strategy, Shanghai Cooperation Organization.

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Authors: Irina Eglite, Andrei A. Kolyshkin

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Method of multiple scales is used in the paper in order to derive an amplitude evolution equation for the most unstable mode from two-dimensional shallow water equations under the rigid-lid assumption. It is assumed that shallow mixing layer is slightly curved in the longitudinal direction and contains small particles. Dynamic interaction between carrier fluid and particles is neglected. It is shown that the evolution equation is the complex Ginzburg-Landau equation. Explicit formulas for the computation of the coefficients of the equation are obtained.

Keywords: Shallow water equations, mixing layer, weakly nonlinear analysis, Ginzburg-Landau equation

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Authors: G. M. Ozkan, H. Akilli

Abstract:

The aim of present study is to control the unsteady flow structure downstream of a circular cylinder by use of attached permeable plates. Particle image velocimetry (PIV) technique and dye visualization experiments were performed in deep water and the flow characteristics were evaluated by means of time-averaged streamlines, Reynolds Shear Stress and Turbulent Kinetic Energy concentrations. The permeable plate was made of a chrome-nickel screen having a porosity value of β=0.6 and it was attached on the cylinder surface along its midspan. Five different angles were given to the plate (θ=0^o, 15^o, 30^o, 45^o, 60^o) with respect to the centerline of the cylinder in order to examine its effect on the flow control. It was shown that the permeable plate is effective on elongating the vortex formation length and reducing the fluctuations in the wake region. Compared to the plain cylinder, the reductions in the values of maximum Reynolds shear stress and Turbulent Kinetic Energy were evaluated as 72.5% and 66%, respectively for the plate angles of θ=45^oand 60^o which were also found to be suggested for applications concerning the vortex shedding and consequent Vortex-Induced Vibrations.

Keywords: Bluff body, flow control, permeable plate, PIV, VIV, vortex shedding.

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Authors: Chia-Ching Tsai

Abstract:

This research adapts experimental design to investigate the effect of conditioning or not and pre-exposure or not on brand attitude, so it is a 2×2=4 factorial design. The results show that the brand attitude of conditioning group is significantly higher than that of unconditioning group. The brand attitude with pre-exposure is significantly higher than that without pre-exposure. Conditioning or not and pre-exposure or not have significant interaction. No matter the celebrity is pre-exposure or not, the brand attitude is higher under conditioning process.

Keywords: Celebrity, Multiple endorsements, Pre-exposure, Classical condition, Second-order conditioning

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