Search results for: mass communication

Authors: Berk Kılıç, Derin Dalgıç, Ela Mia Sevilla Levi, Ömer Aydın

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In this experiment our goal was to remove heavy metals from water. Generally, removing toxic heavy elements: Cu+2, Cr+6 and Fe+3, ions from their aqueous solutions has been determined with different kinds of plants’ peels. However, this study focuses on banana, peach, orange, and potato peels. The first step of the experiment was to wash the peels with distilled water and then dry the peels in an oven for 80 h at 80 °C. The peels were washed with NaOH and dried again at 80 °C for 2 days. Once the peels were washed and dried, 0.4 grams were weighed and added to a 200 mL sample of 0.1% heavy metal solution by mass. The mixing process was done via a magnetic stirrer. A sample of each was taken at 15-minute intervals and the level of absorbance change of the solutions was detected using a UV-Vis Spectrophotometer. Among the used waste products, orange showed the best results, followed by banana peel as the most efficient for our purposes. Moreover, the amount of fruit peel, pH values of the initial heavy metal solution, and initial concentration of heavy metal solutions were investigated to determine the effectiveness of fruit peels for absorbency.

Keywords: Absorbance, heavy metal, removal of heavy metals, fruit peels.

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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: Shi Qi Koo, Ahmad Beng Hong Kueh

Abstract:

In the present work, the finite element formulation for the investigation of the effects of a localized interfacial degeneration on the dynamic behavior of the [90°/0°] laminated composite plate employing the state-space technique is performed. The stiffness of the laminate is determined by assembling the stiffnesses of subelements. This includes an introduction of an interface layer adopting the virtually zero-thickness formulation to model the interfacial degeneration. Also, the kinematically consistent mass matrix and proportional damping have been formulated to complete the free vibration governing expression. To simulate the interfacial degeneration of the laminate, the degenerated areas are defined from the center propagating outwards in a localized manner. It is found that the natural frequency, damped frequency and damping ratio of the plate decreases as the degenerated area of the interface increases. On the contrary, the loss factor increases correspondingly.

Keywords: Dynamic finite element, localized interface degeneration, proportional damping, state-space modeling.

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Authors: Rashad Al Araj, Adil K. Tamimi

Abstract:

Concrete, despite being one of the most produced materials in the world, still has weaknesses and drawbacks. Significant concern of the cementitious materials in structural applications is their quasi-brittle behavior, which causes the material to crack and lose its durability. One of the very recently proposed mitigations for this problem is the implementation of nanotechnology in the concrete mix by adding carbon nanotubes (CNTs) to it. CNTs can enhance the critical mechanical properties of concrete as a structural material. Thus, this paper demonstrates a state-of-the-art review of reinforcing concrete with CNTs, emphasizing on the structural performance. It also goes over the properties of CNTs alone, the present methods and costs associated with producing them, the possible special applications of concretes reinforced with CNTs, the key challenges and drawbacks that this new technology still encounters, and the most reliable practices and methodologies to produce CNT-reinforced concrete in the lab. This work has shown that the addition of CNTs to the concrete mix in percentages as low as 0.25% weight of cement could increase the flexural strength and toughness of concrete by more than 45% and 25%, respectively, and enhance other durability-related properties, given that an effective dispersion of CNTs in the cementitious mix is achieved. Since nano reinforcement for cementitious materials is a new technology, many challenges have to be tackled before it becomes practiced at the mass level.

Keywords: Sustainability, carbon nanotube, microsilica, concrete.

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Authors: S. Lakestani, B. Karakas, S. Acar Vaizoglu, B. Guciz Dogan, C. Guler, B. Sekerel, A. Taner, G. Gullu

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Abstract–Indoor air (VOCs) samples were collected simultaneously from variety of indoors (e.g. living rooms, baby-s rooms) and outdoor environments which were voluntarily selected from the houses in which pregnant residents live throughout Ankara. This is the first comprehensive study done in Turkey starting from prenatal period and continued till the babies had one year old. VOCs levels were measured over 76 homes. Air samples were collected in Tenax TA sorbent filled tubes with active sampling method and analyzed with Thermal Desorber and Gas Chromatography/Mass spectrometry (TD-GC/MS). At the first sampling period in the baby-s rooms maximum concentration of toluene was measured about 240.77μg.m-3 and in the living rooms maximum concentration of naphthalene was 180.24μg.m-3. At the second sampling period in the baby-s rooms maximum concentration of toluene was measured about 144.97μg.m-3 and in the living rooms maximum concentration of naphthalene was 247.89μg.m-3. Concentration of TVOCs in the first period was generally higher than the second period.

Keywords: Indoor Air, Volatile Organic Compounds (VOCs), Gas Chromatography

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Authors: Khaleel Sami Hamdan, Dong-Eok Kim, Sang-Ki Moon

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An appropriate model to predict the size of the droplets resulting from the break-up with the structures will help in a better understanding and modeling of the two-phase flow calculations in the simulation of a reactor core loss-of-coolant accident (LOCA). A droplet behavior impacting on a hot surface above the Leidenfrost temperature was investigated. Droplets of known size and velocity were impacted to an inclined plate of hot temperature, and the behavior of the droplets was observed by a high-speed camera. It was found that for droplets of Weber number higher than a certain value, the higher the Weber number of the droplet the smaller the secondary droplets. The COBRA-TF model over-predicted the measured secondary droplet sizes obtained by the present experiment. A simple model for the secondary droplet size was proposed using the mass conservation equation. The maximum spreading diameter of the droplets was also compared to previous correlations and a fairly good agreement was found. A better prediction of the heat transfer in the case of LOCA can be obtained with the presented model.

Keywords: Break-up, droplet, impact, inclined hot plate, Leidenfrost temperature, LOCA.

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Authors: J. Zamastil, V. Patkos

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Recent progress in calculation of the one-loop selfenergy of the electron bound in the Coulomb field is summarized. The relativistic multipole expansion is introduced. This expansion is based on a single assumption: except for the part of the time component of the electron four-momentum corresponding to the electron rest mass, the exchange of four-momentum between the virtual electron and photon can be treated perturbatively. For non Sstates and normalized difference n3
En −
E1 of the S-states this itself yields very accurate results after taking the method to the third order. For the ground state the perturbation treatment of the electron virtual states with very high three-momentum is to be avoided. For these states one can always rearrange the pertinent expression in such a way that free-particle approximation is allowed. Combination of the relativistic multipole expansion and free-particle approximation yields very accurate result after taking the method to the ninth order. These results are in very good agreement with the previous results obtained by the partial wave expansion and definitely exclude the possibility that the uncertainity in determination of the proton radius comes from the uncertainity in the calculation of the one-loop selfenergy.

Keywords: Hydrogen-like atoms, self-energy.

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Authors: Kunyanuth Kularbphettong, Cholticha Tongsiri

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The purpose of this research aims to discover the knowledge for analysis student motivation behavior on e-Learning based on Data Mining Techniques, in case of the Information Technology for Communication and Learning Course at Suan Sunandha Rajabhat University. The data mining techniques was applied in this research including association rules, classification techniques. The results showed that using data mining technique can indicate the important variables that influence the student motivation behavior on e-Learning.

Keywords: association rule mining, classification techniques, e- Learning, Moodle log Motivation Behavior

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Authors: S. Iijima, K. Nakayama, D. Kuchar, M. Kubota, H. Matsuda

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Regenerative Thermal Oxidizer (RTO) is one of the best solutions for removal of Volatile Organic Compounds (VOC) from industrial processes. In the RTO, VOC in a raw gas are usually decomposed at 950-1300 K and the combustion heat of VOC is recovered by regenerative heat exchangers charged with ceramic honeycombs. The optimization of the treatment of VOC leads to the reduction of fuel addition to VOC decomposition, the minimization of CO2 emission and operating cost as well. In the present work, the thermal efficiency of the RTO was investigated experimentally in a pilot-scale RTO unit using toluene as a typical representative of VOC. As a result, it was recognized that the radiative heat transfer was dominant in the preheating process of a raw gas when the gas flow rate was relatively low. Further, it was found that a minimum heat exchanger volume to achieve self combustion of toluene without additional heating of the RTO by fuel combustion was dependent on both the flow rate of a raw gas and the concentration of toluene. The thermal efficiency calculated from fuel consumption and the decomposed toluene ratio, was found to have a maximum value of 0.95 at a raw gas mass flow rate of 1810 kg·h-1 and honeycombs height of 1.5m.

Keywords: Regenerative Heat Exchange, Self Combustion, Toluene, Volatile Organic Compounds.

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Authors: Mohammed Zidane, Said Safi, Mohamed Sabri, Ahmed Boumezzough

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This paper describes a blind algorithm, which is compared with two another algorithms proposed in the literature, for estimating of the minimum phase channel parameters. In order to identify blindly the impulse response of these channels, we have used Higher Order Statistics (HOS) to build our algorithm. The simulation results in noisy environment, demonstrate that the proposed method could estimate the phase and magnitude with high accuracy of these channels blindly and without any information about the input, except that the input excitation is identically and independent distribute (i.i.d) and non-Gaussian.

Keywords: System Identification, Higher Order Statistics, Communication Channels.

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Authors: Priya Sepaha

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Social media has loomed as the most effective tool in recent times to flag the causes, contents, opinions and direction of any social movement and has demonstrated that it will have a far-reaching effect on government as well. This study focuses on India which has emerged as the fastest growing community on social media. Social movement activists, in particular, have extensively utilized the power of digital social media to streamline the effectiveness of social protest on a particular issue through extensive successful mass mobilizations. This research analyses the role and impact of social media as a power to catalyze the social movements in India and further seeks to describe how certain social movements are resisted, subverted, co-opted and/or deployed by social media. The impact assessment study has been made with the help of cases, policies and some social movement which India has witnessed the assertion of numerous social issues perturbing the public which eventually paved the way for remarkable judicial decisions. The paper concludes with the observations that despite its pros and cons, the impacts of social media on the functioning of the Indian Government have demonstrated that it has already become an indispensable tool in the hands of social media-suave Indians who are committed to bring about a desired change.

Keywords: Impact, Indian government, misuse, social media, social movement.

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Authors: K. P. Oyeduntan, K. Oshinubi

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Nigeria is referred as the ‘Giant of Africa’ due to high population, land mass and large economy. However, it still trails far behind many smaller economies in the continent in terms of maritime operations. As we have seen that the maritime industry is the sparkplug for national growth, because it houses the most crucial infrastructure that generates wealth for a nation, it is worrisome that a nation with six seaports lag in maritime activities. In this research, we have studied how the Gross Domestic Product (GDP) of the maritime transport influences the Nigerian economy. To do this, we applied Simple Linear Regression (SLR), Support Vector Machine (SVM), Polynomial Regression Model (PRM), Generalized Additive Model (GAM) and Generalized Linear Mixed Model (GLMM) to model the relationship between the nation’s Total GDP (TGDP) and the Maritime Transport GDP (MGDP) using a time series data of 20 years. The result showed that the MGDP is statistically significant to the Nigerian economy. Amongst the statistical tool applied, the PRM of order 4 describes the relationship better when compared to other methods. The recommendations presented in this study will guide policy makers and help improve the economy of Nigeria.

Keywords: Economy, GDP, maritime transport, port, regression.

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Authors: S. Pesina, T. Solonchak

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In the process of information transmission (concept verbalization) we deal mostly with the substance (contents), and then pay attention to the form. Recalling events from the remote past, often we cannot exactly reproduce specific heard or pronounced words, as well as the syntactic structures. We remember events, feelings, images; we recall the general contents of the discourse. The thought gets a specific language form only during the concept verbalization phase. With minimum time for pondering, depending on the language competence level, the grammar and syntactic shaping often occurs automatically with the use of famous models and stereotypes. This means that the language form adapts itself to the consciousness, and not vice versa.

Keywords: Lexical eidos, phenomenology, noema, polysemantic word, semantic core.

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Authors: Farooq A. Al-Sheikh, Ali Elkamel, William A. Anderson

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A fluidized catalytic cracking unit (FCCU) is one of the effective units in many refineries. Modeling and optimization of FCCU were done by many researchers in past decades, but in this research, comparison between post- and oxy-combustion was studied in the regenerator-FCCU. Therefore, a simplified mathematical model was derived by doing mass/heat balances around both reactor and regenerator. A state space analysis was employed to show effects of the flow rates variables such as air, feed, spent catalyst, regenerated catalyst and flue gas on the output variables. The main aim of studying dynamic responses is to figure out the most influencing variables that affect both reactor/regenerator temperatures; also, finding the upper/lower limits of the influencing variables to ensure that temperatures of the reactors and regenerator work within normal operating conditions. Therefore, those values will be used as side constraints in the optimization technique to find appropriate operating regimes. The objective functions were modeled to be maximizing the energy in the reactor while minimizing the energy consumption in the regenerator. In conclusion, an oxy-combustion process can be used instead of a post-combustion one.

Keywords: FCCU modeling, optimization, oxy-combustion post-combustion.

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Authors: Luis F. Beltrán Morales, Felipe García-Rodríguez, Daniel LLuch Cota, German Ponce Díaz, Victor Sevilla Unda

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Environmental conflicts produced by economic development and natural resources exploitation, are discussed. Main causes of conflicts in developing countries were shown to arise from geographically external investments, inefficiency of the Environmental Impact Assessment (EIA), and the lack of communication between government and Non-Government Organizations (NGOs). Citizen participation can only intervene during late stages of the EIA, which is considered as one of the main shortcomings in satisfying demands of local people.

Keywords: Economic Development, Environmental Conflicts, Citizen Participation, NGOs.

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Authors: Ameni Mokni, Hatem Mhiri, Georges Le Palec, Philippe Bournot

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Numerical study of a plane jet occurring in a vertical heated channel is carried out. The aim is to explore the influence of the forced flow, issued from a flat nozzle located in the entry section of a channel, on the up-going fluid along the channel walls. The Reynolds number based on the nozzle width and the jet velocity ranges between 3 103 and 2.104; whereas, the Grashof number based on the channel length and the wall temperature difference is 2.57 1010. Computations are established for a symmetrically heated channel and various nozzle positions. The system of governing equations is solved with a finite volumes method. The obtained results show that the jet-wall interactions activate the heat transfer, the position variation modifies the heat transfer especially for low Reynolds numbers: the heat transfer is enhanced for the adjacent wall; however it is decreased for the opposite one. The numerical velocity and temperature fields are post-processed to compute the quantities of engineering interest such as the induced mass flow rate, and the Nusselt number along the plates.

Keywords: Channel, Heat flux, Jet, Mixed convection.

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Authors: S. Zamir

Abstract:

The modern era has brought with it significant organizational changes. These changes have not bypassed the academic world, and along with the old academic bonds that include a world of knowledge and ethics, academic faculty members are required more than ever not only to survive in the academic world, but also to thrive and flourish and position themselves as modern and opinionated academicians. Based upon the writings of organizational consultants, the article suggests a 10 X C model for cultivating an academic backbone, as well as emphasizing its input to the professional growth of university and college academics: Competence, Calculations of pain & gain, Character, Commitment, Communication, Curiosity, Coping, Courage, Collaboration and Celebration.

Keywords: Academic career, academicians, higher education, the 10xC Model.

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Authors: Sung Jun Ban, Hyeonwoo Cho, ChangWoo Lee, Sang Woo Kim

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A packet analyzer is a tool for debugging sensor network systems and is convenient for developers. In this paper, we introduce a new packet analyzer based on an embedded system. The proposed packet analyzer is compatible with IEEE 802.15.4, which is suitable for the wireless communication standard for sensor networks, and is available for remote control by adopting a server-client scheme based on the Ethernet interface. To confirm the operations of the packet analyzer, we have developed two types of sensor nodes based on PIC4620 and ATmega128L microprocessors and tested the functions of the proposed packet analyzer by obtaining the packets from the sensor nodes.

Keywords: Sensor network, embedded system, packet analyzer.

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Authors: A. Ahadpour Shal, A. Ghadimi, A. Azadbar

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In this paper a new method for increasing the speed of SAGCM-APD is proposed. Utilizing carrier rate equations in different regions of the structure, a circuit model for the structure is obtained. In this research, in addition to frequency response, the effect of added new charge layer on some transient parameters like slew-rate, rising and falling times have been considered. Finally, by trading-off among some physical parameters such as different layers widths and droppings, a noticeable decrease in breakdown voltage has been achieved. The results of simulation, illustrate some features of proposed structure improvement in comparison with conventional SAGCM-APD structures.

Keywords: Optical communication systems (OCS), Circuit modeling, breakdown voltage, SAGCM APD

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Authors: M.J. Park, K.H. Kim, O.M. Kwon

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This paper proposes a delay-dependent leader-following consensus condition of multi-agent systems with both communication delay and probabilistic self-delay. The proposed methods employ a suitable piecewise Lyapunov-Krasovskii functional and the average dwell time approach. New consensus criterion for the systems are established in terms of linear matrix inequalities (LMIs) which can be easily solved by various effective optimization algorithms. Numerical example showed that the proposed method is effective.

Keywords: Multi-agent systems, probabilistic self-delay, consensus, Lyapunov method, LMI.

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Authors: Zeinab Galavani, Reza Rezaei-Nasirabad, Rasoul Sadighi-Bonabi

Abstract:

Using a force balanced translational-radial dynamics, phase space of the moving single bubble sonoluminescence (m- SBSL) in 85% wt sulfuric acid has been numerically calculated. This phase space is compared with that of single bubble sonoluminescence (SBSL) in pure water which has been calculated by using the mere radial dynamics. It is shown that in 85% wt sulfuric acid, in a general agreement with experiment, the bubble-s positional instability threshold lays under the shape instability threshold. At the onset of spatial instability of moving sonoluminescing (SL) bubble in 85% wt sulfuric acid, temporal effects of the hydrodynamic force on the bubble translational-radial dynamics have been investigated. The appearance of non-zero history force on the moving SL bubble is because of proper condition which was produced by high viscosity of acid. Around the moving bubble collapse due to the rapid contraction of the bubble wall, the inertial based added mass force overcomes the viscous based history force and induces acceleration on the bubble translational motion.

Keywords: Bjerknes force, History force, Reynolds number, Sonoluminescence.

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Authors: Arishai Akraudom

Abstract:

The objective of this research was to study the themes of alcoholic beverage advertisements in Thailand after the enactment of the 2008 Alcoholic Beverage Control Act. Data was collected through textual analysis of 35 television and cinema advertisements for alcoholic beverage products broadcast in Thailand. Nine themes were identified, seven of which were themes that had previously been used before the new law (i.e. power, competition, friendship, Thainess, success, romance and safety) and two of which were new themes (volunteerism and conservation) that were introduced as a form of adaptation and negotiation in response to the new law.

Keywords: Alcoholic Beverage Control Act 2008, Alcohol Advertising, Analysis of Themes, Narrative Structure, Health Communication.

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Authors: Y. T. Ku, S. W. Chen, J. R. Wang, C. Shih, Y. F. Chang

Abstract:

In order to respond the policy decision of non-nuclear homes, Tai Power Company (TPC) will provide the decommissioning project of Kuosheng Nuclear power plant (KSNPP) to meet the regulatory requirement in near future. In this study, the computational fluid dynamics (CFD) methodology has been employed to develop a flow prediction model for boiling water reactor (BWR) with upper pool under decommissioning stage. The model can be utilized to investigate the flow behavior as the vessel combined with upper pool and continuity cooling system. At normal operating condition, different parameters are obtained for the full fluid area, including velocity, mass flow, and mixing phenomenon in the reactor pressure vessel (RPV) and upper pool. Through the efforts of the study, an integrated simulation model will be developed for flow field analysis of decommissioning KSNPP under normal operating condition. It can be expected that a basis result for future analysis application of TPC can be provide from this study.

Keywords: CFD, BWR, decommissioning, upper pool.

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Authors: Anil Kumar

Abstract:

The Public Bicycle System (PBS), generally known as Public Bicycle Share System or Bike-Share, is a service provided to the everyday commuter, in which several cycles are available on the shared system. The concept of PBS is new to the people of India and requires more study in the fields of essential requirements, major infrastructural requirements, social acceptability and various challenges. In various Indian cities, Mass Rapid Transit System (MRTS), Bus Rapid Transit System (BRTS), Monorail and other modes of transport have been adopted for the main haul of transport. These modes take more time, space and are also expensive to implement. At the same time, the PBS system is more economical and takes less time to implement. The main benefit of the PBS system is that it is more environmentally friendly. PBS is being implemented in many Indian cities for public use, but various challenges are associated with this. The study aims to determine what are the basic infrastructural requirements for PBS in India, as well as to determine to what extent a Public Bike Sharing System can provide a quality and efficient service to passengers as a primary method of transportation.

Keywords: Public Bicycle Sharing system, sustainable transport, infrastructure, smart city.

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Authors: Hae-Soon Ahn, Eun-Jun Yoon

Abstract:

With the rapid development of wireless mobile communication, applications for mobile devices must focus on network security. In 2008, Chang-Chang proposed security improvements on the Lu et al.-s elliptic curve authentication key agreement protocol for wireless mobile networks. However, this paper shows that Chang- Chang-s improved protocol is still vulnerable to off-line password guessing attacks unlike their claims.

Keywords: Authentication, key agreement, wireless mobile networks, elliptic curve, password guessing attacks.

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Authors: Moosa Haji Abbasi, Emad Benhelal, Arshad Ahmad

Abstract:

Storage tank farms are essential industrial facilities to accumulate oil, petrochemicals and gaseous products. Since tank farms contain huge mass of fuel and hazardous materials, they are always targets of serious accidents such as fire, explosion, spill and toxic release which may cause severe impacts on human health, environmental and properties.

Although having a safe layout is not able to prevent initiating accidents, however it effectively controls and reduces the adverse impact of such accidents.

The aim of this paper is to determine the optimal layout for a storage tank contains different type of hydrocarbon fuels. A quantitative risk assessment is carried out on a selected tank farm in Jaipur, India, with particular attention given to both the consequence modeling and the overall risk assessment using PHAST Software. Various designs of tank layouts are examined taking into consideration several issues of plant operations and maintenance. In all stages of the work, standard guidelines specified by the industry are considered and recommendations are substantiated with simulation results and risk quantification.

Keywords: Tank farm, safe distance, safe layout, risk assessment, PHAST.

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Authors: R. Gaceb-Terrak, F. Rahmania

Abstract:

Takerbucht is the only cultivar of date palm known as being resistant to the bayoud disease, caused by Fusarium oxysporum f. sp. albedinis (F.o.a.). In the aim to understand more about the defense mechanisms implied, we realized phytochemical analyses of this cultivar leaflets and roots and this, for the first time, using gas chromatography-mass spectrometry (GC-MS).The examination of our results shows that fifty-four molecules have been detected, fourteen of which are common to leaflets and roots. This study revealed also the organs' richness in derivatives fatty acids: both saturated and unsaturated are represented mainly by methyl esters of Hexadecanoic and 9,12,15-Octadecatrienoic acids. 1-Dodecanethiol, derivative Dodecanoic acid is only present in roots. It’s of great interest to note that the screening revealed the steroidal saponins abundance, among which Yamogenin acetate and Diosgenin, exclusively detected in Takerbucht. They may play an essential role, in the date palm resistance to the bayoud disease.

Keywords: Analysis by GC-MS, leaflets and roots of resistant date palm to F.o.a., derivatives fatty acids, steroidal saponins.

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Authors: Hala Yassine, Hervé Noel, Pascal Le Bideau, Patrick Glouannec

Abstract:

Following harvest, fresh produce needs to be cooled immediately in a room where the air temperature and the relative air humidity are controlled to maintain the produce quality. In this paper, an experimental study for forced air cooling of fresh produce (cauliflower) is performed using a pilot developed within our laboratory. Furthermore, a numerical simulation of spherical produces, taking into account the aerodynamic aspect and also the heat transfer in the produce and in the air, was carried out using a finite element method. At the end of this communication, experimental results are presented and compared with the simulation.

Keywords: Cauliflower, Forced air cooling, Heat transfer, Numerical model, Tunnel of air.

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Authors: L. R. Valencia Pérez, J. M. Peña Aguilar, A. Lamadrid Álvarez, A. Pastrana Palma, H. F. Valencia Pérez, M. Vivanco Vargas

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This work proposes a Cooperation-Competitive (Coopetitive) approach that allows coordinated work among the Secretary of Public Education (SEP), the Autonomous University of Querétaro (UAQ) and government funds from National Council for Science and Technology (CONACYT) or some other international organizations. To work on an overall knowledge transfer strategy with e-learning over the Cloud, where experts in junior high and high school education, working in multidisciplinary teams, perform analysis, evaluation, design, production, validation and knowledge transfer at large scale using a Cloud Computing platform. Allowing teachers and students to have all the information required to ensure a homologated nationally knowledge of topics such as mathematics, statistics, chemistry, history, ethics, civism, etc. This work will start with a pilot test in Spanish and initially in two regional dialects Otomí and Náhuatl. Otomí has more than 285,000 speaking indigenes in Queretaro and Mexico´s central region. Náhuatl is number one indigenous dialect spoken in Mexico with more than 1,550,000 indigenes. The phase one of the project takes into account negotiations with indigenous tribes from different regions, and the Information and Communication technologies to deliver the knowledge to the indigenous schools in their native dialect. The methodology includes the following main milestones: Identification of the indigenous areas where Otomí and Náhuatl are the spoken dialects, research with the SEP the location of actual indigenous schools, analysis and inventory or current schools conditions, negotiation with tribe chiefs, analysis of the technological communication requirements to reach the indigenous communities, identification and inventory of local teachers technology knowledge, selection of a pilot topic, analysis of actual student competence with traditional education system, identification of local translators, design of the e-learning platform, design of the multimedia resources and storage strategy for “Cloud Computing”, translation of the topic to both dialects, Indigenous teachers training, pilot test, course release, project follow up, analysis of student requirements for the new technological platform, definition of a new and improved proposal with greater reach in topics and regions. Importance of phase one of the project is multiple, it includes the proposal of a working technological scheme, focusing in the cultural impact in Mexico so that indigenous tribes can improve their knowledge about new forms of crop improvement, home storage technologies, proven home remedies for common diseases, ways of preparing foods containing major nutrients, disclose strengths and weaknesses of each region, communicating through cloud computing platforms offering regional products and opening communication spaces for inter-indigenous cultural exchange.

Keywords: Mexicans indigenous tribes, education, knowledge transfer, cloud computing, Otomí, Náhuatl, language.

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Authors: Emmanuel Selase Asamoah, Miloslava Chovancová

Abstract:

When choosing marketing strategies for international markets, one of the factors that should be considered is the cultural differences that exist among consumers in different countries. If the branding strategy has to be contextual and in tune with the culture, then the brand positioning variables has to interact, adapt and respond to the cultural variables in which the brand is operating. This study provides an overview of the relevance of culture in the development of an effective branding strategy in the international business environment. Hence, the main objective of this study is to provide a managerial framework for developing strategies for cross cultural brand management. The framework is useful because it incorporates the variables that are important in the competitiveness of fast food enterprises irrespective of their size. It provides practical, proactive and result oriented analysis that will help fast food firms augment their strategies in the international fast food markets. The proposed framework will enable managers understand the intricacies involved in branding in the global fast food industry and decrease the use of 'trial and error' when entering into unfamiliar markets.

Keywords: culture, branding strategy, marketing mix, mass customization, standardization

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