Search results for: Digital Fundus Image

Authors: J. Mansvelt, G. Suddaby, D. O'Hara

Abstract:

This paper focuses on issues of engagement by staff in professional development related to the delivery of e-learning. The paper reports on findings drawn from a New Zealand research project which is producing a sector-wide framework for professional development in tertiary e-learning. The research findings indicate that staff engaged in e-learning in tertiary institutions is not making the most effective use of the professional development opportunities available to them; rather they seem to gain their knowledge and support from a variety of informal means. This is despite an emphasis on the provision of professional development opportunities by both Government Policies and Institutions themselves. The conclusion drawn from the findings is that institutional approaches to professional development for e-learning do not yet fully reflect the demands and constraints that working in a digital context impose.

Keywords: Academic development, e-learning, engagement, professional development, tertiary education.

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Authors: M. Khal, Ab. Algouti, A. Algouti

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Water erosion is the major cause of the erosion that shapes the earth's surface. Modeling water erosion requires the use of software and GIS programs, commercial or closed source. The very high prices for commercial GIS licenses, motivates users and researchers to find open source software as relevant and applicable as the proprietary GIS. The objective of this study is the modeling of water erosion and the hydrogeological and morphophysical characterization of the Oued M'Goun watershed (southern flank of the Central High Atlas) developed by free programs of GIS. The very pertinent results are obtained by executing tasks and algorithms in a simple and easy way. Thus, the various geoscientific and geostatistical analyzes of a digital elevation model (SRTM 30 m resolution) and their combination with the treatments and interpretation of satellite imagery information allowed us to characterize the region studied and to map the area most vulnerable to water erosion.

Keywords: Central High-Atlas, hydrogeology, M’Goun watershed, OpenGIS, water erosion.

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Authors: Ali Abdrhman Ukasha

Abstract:

This paper presented two new efficient algorithms for contour approximation. The proposed algorithm is compared with Ramer (good quality), Triangle (faster) and Trapezoid (fastest) in this work; which are briefly described. Cartesian co-ordinates of an input contour are processed in such a manner that finally contours is presented by a set of selected vertices of the edge of the contour. In the paper the main idea of the analyzed procedures for contour compression is performed. For comparison, the mean square error and signal-to-noise ratio criterions are used. Computational time of analyzed methods is estimated depending on a number of numerical operations. Experimental results are obtained both in terms of image quality, compression ratios, and speed. The main advantages of the analyzed algorithm is small numbers of the arithmetic operations compared to the existing algorithms.

Keywords: Polygonal approximation, Ramer, Triangle and Trapezoid methods.

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Authors: Hirofumi Taki, Takuya Sakamoto, Makoto Yamakawa, Tsuyoshi Shiina, Toru Sato

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For the improvement of the ability in detecting small calcifications using Ultrasonography (US) we propose a novel indicator of calcifications in an ultrasound B-mode image without decrease in frame rate. Since the waveform of an ultrasound pulse changes at a calcification position, the decorrelation of adjacent scan lines occurs behind a calcification. Therefore, we employ the decorrelation of adjacent scan lines as an indicator of a calcification. The proposed indicator depicted wires 0.05 mm in diameter at 2 cm depth with a sensitivity of 86.7% and a specificity of 100%, which were hardly detected in ultrasound B-mode images. This study shows the potential of the proposed indicator to approximate the detectable calcification size using an US device to that of an X-ray imager, implying the possibility that an US device will become a convenient, safe, and principal clinical tool for the screening of breast cancer.

Keywords: Ultrasonography, Calcification, Decorrelation, Forward scattered wave

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Authors: Mohammad A. Talaat, Magdi A. Koutb, Hoda S. Sorour

Abstract:

In this paper we investigated a number of the Internet congestion control algorithms that has been developed in the last few years. It was obviously found that many of these algorithms were designed to deal with the Internet traffic merely as a train of consequent packets. Other few algorithms were specifically tailored to handle the Internet congestion caused by running media traffic that represents audiovisual content. This later set of algorithms is considered to be aware of the nature of this media content. In this context we briefly explained a number of congestion control algorithms and hence categorized them into the two following categories: i) Media congestion control algorithms. ii) Common congestion control algorithms. We hereby recommend the usage of the media congestion control algorithms for the reason of being media content-aware rather than the other common type of algorithms that blindly manipulates such traffic. We showed that the spread of such media content-aware algorithms over Internet will lead to better congestion control status in the coming years. This is due to the observed emergence of the era of digital convergence where the media traffic type will form the majority of the Internet traffic.

Keywords: Congestion Control, Media Traffic.

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Authors: Sumeet S. Nisale, Chandan J. Bharambe, Vidya N.More

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We propose our genuine research of geometric moments which detects the mineral inadequacy in the frail groundnut plant. This plant is prone to many deficiencies as a result of the variance in the soil nutrients. By analyzing the leaves of the plant, we detect the visual symptoms that are not recognizable to the naked eyes. We have collected about 160 samples of leaves from the nearby fields. The images have been taken by keeping every leaf into a black box to avoid the external interference. For the first time, it has been possible to provide the farmer with the stages of deficiencies. This paper has applied the algorithms successfully to many other plants like Lady-s finger, Green Bean, Lablab Bean, Chilli and Tomato. But we submit the results of the groundnut predominantly. The accuracy of our algorithm and method is almost 93%. This will again pioneer a kind of green revolution in the field of agriculture and will be a boon to that field.

Keywords: Component image, geometric moments, average intensity, average affected area, black box

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Authors: T. Saarelainen, O. Piha, P. Makkonen, J. Orkas

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Global competition is tightening and companies have to think how to remain competitive. The main aim of this paper is to discuss how Finnish foundries will remain competitive. To fulfil the aim, we conducted interviews in nine companies using castings and analysed buyer–supplier relationships, current competitive advantages of Finnish foundries and customer perspectives on how Finnish foundries remain competitive. We found that the customerfoundry relationship is still closer to traditional subcontracting than partnering and general image of foundries is negative. Current competitive advantages of Finnish foundries include designing cooperation, proximity and flexibility. Casting users state that Finnish foundries should sell their know-how and services instead of their capacity, concentrate on prototype, single and short series castings and supply ready-to-install cast components directly to customers- assembly lines.

Keywords: Buyer-supplier relationship, casting, competitiveadvantage, customer prespective.

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Authors: Hema Sandhya Jagarlamudi, Mousumi Saha, Pavan Kumar Jagarlamudi

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The use of Quantum dots is a promising emerging Technology for implementing digital system at the nano level. It is effecient for attractive features such as faster speed , smaller size and low power consumption than transistor technology. In this paper, various Combinational and sequential logical structures - HALF ADDER, SR Latch and Flip-Flop, D Flip-Flop preceding NAND, NOR, XOR,XNOR are discussed based on QCA design, with comparatively less number of cells and area. By applying these layouts, the hardware requirements for a QCA design can be reduced. These structures are designed and simulated using QCA Designer Tool. By taking full advantage of the unique features of this technology, we are able to create complete circuits on a single layer of QCA. Such Devices are expected to function with ultra low power Consumption and very high speeds.

Keywords: QCA, QCA Designer, Clock, Majority Gate

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Authors: J.L. Higuera Trujillo, F.J. Montero Fernández

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Based on different experiences in the historic centers of Spain, we propose an global strategy for the regeneration of the pre-tertiary fabrics and its application to the specific case of San Mateo neighborhood, in Jerez de la Frontera (Andalusia), through a diagnosis that focus particularly on the punishments the last-decade economic situation (building boom and crisis) and shows the tragic transition from economic center to an imminent disappearance with an image similar to the ruins of war, due to the loss of their traditional roles. From it we will learn their historically-tested mechanisms of environment adaptation, which distill the vernacular architecture essence and that we will apply to our strategy of action based on a dotacional-and-free-space rhizome which rediscovers its hidden character. The architectural fact will be crystallized in one of the example-pieces proposed: The Artistic Revitalization Center.

Keywords: Jerez de la Frontera, pre-tertiary fabrics, sustainable architecture, urban regeneration

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Authors: Asil Y. Zureigat, Ayat A. Oudat

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Analyzing the old and bringing in the new is an ever-ongoing process in driving innovations in architecture. This paper looks at the excessive use of stone in apartment buildings in Amman and speculates on the existing possibilities of changing the cladding material. By looking at architectural exceptions present in Amman, the paper seeks to make the exception the rule, by adding new materials to the architectural library of Amman and in turn, project a series of possible new identities to the existing stone scape. Through distributing a survey, conducting a photographic study on exceptional buildings and shedding light on the historical narrative of stone, the paper highlights the ways in which new finishing materials such as plaster, paint and stone variations could be introduced in an attempt to project a new architectural identity to Amman.

Keywords: Architectural city identity, cladding materials, façade architecture, image of the city.

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Authors: Hossein Sahoolizadeh, Mahdi Rahimi, Hamid Dehghani

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We introduce an algorithm based on the morphological shared-weight neural network. Being nonlinear and translation-invariant, the MSNN can be used to create better generalization during face recognition. Feature extraction is performed on grayscale images using hit-miss transforms that are independent of gray-level shifts. The output is then learned by interacting with the classification process. The feature extraction and classification networks are trained together, allowing the MSNN to simultaneously learn feature extraction and classification for a face. For evaluation, we test for robustness under variations in gray levels and noise while varying the network-s configuration to optimize recognition efficiency and processing time. Results show that the MSNN performs better for grayscale image pattern classification than ordinary neural networks.

Keywords: Face recognition, Neural Networks, Multi-layer Perceptron, masking.

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Authors: V. Kabeer, N.K.Narayanan

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This paper reports a new pattern recognition approach for face recognition. The biological model of light receptors - cones and rods in human eyes and the way they are associated with pattern vision in human vision forms the basis of this approach. The functional model is simulated using CWD and WPD. The paper also discusses the experiments performed for face recognition using the features extracted from images in the AT & T face database. Artificial Neural Network and k- Nearest Neighbour classifier algorithms are employed for the recognition purpose. A feature vector is formed for each of the face images in the database and recognition accuracies are computed and compared using the classifiers. Simulation results show that the proposed method outperforms traditional way of feature extraction methods prevailing for pattern recognition in terms of recognition accuracy for face images with pose and illumination variations.

Keywords: Face recognition, Image analysis, Wavelet feature extraction, Pattern recognition, Classifier algorithms

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Authors: Dongkyoo Shin, Dongil Shin, Sukil Cha, Seyoung Kim

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ebXML (Electronic Business using eXtensible Markup Language) is an e-business standard, sponsored by UN/CEFACT and OASIS, which enables enterprises to exchange business messages, conduct trading relationships, communicate data in common terms and define and register business processes. While there is tremendous e-business value in the ebXML, security remains an unsolved problem and one of the largest barriers to adoption. XML security technologies emerging recently have extensibility and flexibility suitable for security implementation such as encryption, digital signature, access control and authentication. In this paper, we propose ebXML business transaction models that allow trading partners to securely exchange XML based business transactions by employing XML security technologies. We show how each XML security technology meets the ebXML standard by constructing the test software and validating messages between the trading partners.

Keywords: Electronic commerce, e-business standard, ebXML, XML security, secure business transaction.

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Authors: S. Hariharan, P. Muthuchidambaranathan

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In this paper, we consider a multi user multiple input multiple output (MU-MIMO) based cooperative reporting system for cognitive radio network. In the reporting network, the secondary users forward the primary user data to the common fusion center (FC). The FC is equipped with linear equalizers and an energy detector to make the decision about the spectrum. The primary user data are considered to be a digital video broadcasting - terrestrial (DVB-T) signal. The sensing channel and the reporting channel are assumed to be an additive white Gaussian noise and an independent identically distributed Raleigh fading respectively. We analyzed the detection probability of MU-MIMO system with linear equalizers and arrived at the closed form expression for average detection probability. Also the system performance is investigated under various MIMO scenarios through Monte Carlo simulations.

Keywords: Cooperative MU-MIMO, DVB-T, Linear Equalizers.

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Authors: Sasitorn Chetanont

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The objectives of this study are to find out the approaches to promote healthy recreation activities for elderly tourists and develop Bang Nam Phueng Floating Market to be a health tourism attraction. The research methodology was to analyze internal and external situations according to MP-MF and the MCSTEPS principles. As for the results of this study the researcher found that the healthy recreational activities for elderly tourists could be divided in 7 groups; travelling Bang Nam Phueng Floating Market activity, homestay relaxation, arts center platform activity, healthy massage activity, paying homage to a Buddha image activity, herbal joss-stick home activity, making local desserts and food activity.

Keywords: Elderly tourists, recreational activities, Bang Nam Phueng Floating Market.

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Authors: H. Nur Gorkemli, Mehmet Fidan

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After the first acquaintance with internet in April 1993, number of internet users increased rapidly in Turkey. Almost half of the population between 16-74 age group use internet in the country. Hospitals are one of the areas where the internet is intensively being used like many other businesses. As a part of public relations application, websites are important tools for hospitals to reach a wide range of target audience within and outside the organization. With their websites, hospitals have opportunities to give information about their organization, strengthen their image, compete with their rivals, interact with shareholders, reflect their transparency and meet with new audiences. This study examines web sites of totally 34 hospitals which are located in Konya. Institutions are categorized as public and private hospitals and then three main research categories are determined: content, visual and technical. Main and sub categories are examined by using content analysis method. Results are interpreted in scope of public and private institutions and as a whole.

Keywords: Health Communication, Hospital, Internet, Webpages, Websites

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Authors: Wen W. Zhang, Qian Chen, Bei B. Zhou, Wei J. He

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Over the past years, the EMCCD has had a profound influence on photon starved imaging applications relying on its unique multiplication register based on the impact ionization effect in the silicon. High signal-to-noise ratio (SNR) means high image quality. Thus, SNR improvement is important for the EMCCD. This work analyzes the SNR performance of an EMCCD with gain off and on. In each mode, simplified SNR models are established for different integration times. The SNR curves are divided into readout noise (or CIC) region and shot noise region by integration time. Theoretical SNR values comparing long frame integration and frame adding in each region are presented and discussed to figure out which method is more effective. In order to further improve the SNR performance, pixel binning is introduced into the EMCCD. The results show that pixel binning does obviously improve the SNR performance, but at the expensive of the spatial resolution.

Keywords: EMCCD, SNR improvement, pixel binning

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Authors: Yaser Mohammad Taheri, Alireza Zolghadr–asli, Mehran Yazdi

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Video watermarking is usually considered as watermarking of a set of still images. In frame-by-frame watermarking approach, each video frame is seen as a single watermarked image, so collusion attack is more critical in video watermarking. If the same or redundant watermark is used for embedding in every frame of video, the watermark can be estimated and then removed by watermark estimate remodolulation (WER) attack. Also if uncorrelated watermarks are used for every frame, these watermarks can be washed out with frame temporal filtering (FTF). Switching watermark system or so-called SS-N system has better performance against WER and FTF attacks. In this system, for each frame, the watermark is randomly picked up from a finite pool of watermark patterns. At first SS-N system will be surveyed and then a new collusion attack for SS-N system will be proposed using a new algorithm for separating video frame based on watermark pattern. So N sets will be built in which every set contains frames carrying the same watermark. After that, using WER attack in every set, N different watermark patterns will be estimated and removed later.

Keywords: Watermark estimation remodulation (WER), Frame Temporal Averaging (FTF), switching watermark system.

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Authors: Paulo Fernando Silva Filho, Elcio Hideiti Shiguemori

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The selection of specific landmarks for an Unmanned Aerial Vehicles’ Visual Navigation systems based on Automatic Landmark Recognition has significant influence on the precision of the system’s estimated position. At the same time, manual selection of the landmarks does not guarantee a high recognition rate, which would also result on a poor precision. This work aims to develop an automatic landmark selection that will take the image of the flight area and identify the best landmarks to be recognized by the Visual Navigation Landmark Recognition System. The criterion to select a landmark is based on features detected by ORB or AKAZE and edges information on each possible landmark. Results have shown that disposition of possible landmarks is quite different from the human perception.

Keywords: Clustering, edges, feature points, landmark selection, X-Means.

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Authors: Morteza Fathipour, Samira Omidbakhsh, Kimia Khodayari

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RF performance of SOI CMOS device has attracted significant amount of interest recently. In order to improve RF parameters, Strained Si/Relaxed Si0.8Ge0.2 investigated as a replacement for Si technology .Enhancement of carrier mobility associated with strain engineering makes Strained Si a promising candidate for improving RF performance of CMOS technology. From the simulation, the cut-off frequency is estimated to be 224 GHZ, whereas in SOI at similar bias is about 188 GHZ. Therefore, Strained Si exhibits 19% improvement in cut-off frequency over similar Si counterpart. In this paper, Ion/Ioff ratio is studied as one of the key parameters in logic and digital application. Strained Si/SiGe demonstrates better Ion/Ioff characteristic than SOI, in similar channel length of 100 nm.Another important key analog figures of merit such as Early Voltage (VEA) ,transconductance vs drain current (gm /Ids) are studied. They introduce the efficiency of the devices to convert dc power into ac frequency.

Keywords: cut-off frequency, RF application, Silicon oninsulator, Strained Si/SiGe on insulator.

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Authors: Nima Babazadeh Gashti, Nazanin Pilevari

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Increase in using internet makes some problems that one of them is "internet anxiety". Internet anxiety is a type of anxious that people may feel during surfing internet or using internet for their educational purpose, blogging or streaming to digital libraries. The goal of this study is evaluating of internet anxiety among the management students. In this research Ealy's internet anxiety questionnaire, consists of positive and negative items, is completed by 310 participants. According to the findings, about 64.7% of them were equal or below to mean anxiety score (50). The distribution of internet anxiety scores was normal and there was no meaningful difference between men-s and women's anxiety level in this sample. Results also showed that there is no meaningful difference of internet anxiety level between different fields of study in Management. This evaluation will help managers to perform gap analysis between the existent level and the desired one. Future work would be providing techniques for abating human anxiety while using internet via human computer interaction techniques.

Keywords: Internet, anxiety, research process, internet identification, human computer interaction.

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Authors: Delia Enyedi

Abstract:

Throughout film history, the regular return of 3D cinema has been discussed in connection to crises caused by the advent of television or the competition of the Internet. In addition, the three waves of stereoscopic 3D (from 1952 up to 1983) and its current digital version have been blamed for adding a challenging technical distraction to the viewing experience. By discussing the films Dial M for Murder (1954) and Goodbye to Language (2014), the paper aims to analyze the response of recognized auteurs to the use of 3D techniques in filmmaking. For Alfred Hitchcock, the solution to attaining perceptual immersion paradoxically resided in restraining the signature effect of 3D, namely protrusion. In Jean-Luc Godard’s vision, 3D techniques allowed him to explore perceptual absorption by means of depth of field, for which he had long advocated as being central to cinema. Thus, both directors contribute to the foundation of an auteur aesthetic in 3D filmmaking.

Keywords: Alfred Hitchcock, authorship, 3D filmmaking, Jean-Luc Godard, perceptual absorption, perceptual immersion.

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Authors: K. Krishna Milan Rao, Nelvin Joseph, Praveen Dwarakanath

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Augmented and Virtual Realties is quickly becoming a hotbed of activity with millions of dollars being spent on R & D and companies such as Google and Microsoft rushing to stake their claim. Augmented reality (AR) is however marching ahead due to the spread of the ideal AR device – the smartphone. Despite its potential, there remains a deep digital divide between the Developed and Developing Countries. The Technological Acceptance Model (TAM) and Hofstede cultural dimensions also predict the behaviour intention to uptake AR in India will be large. This paper takes a quantified approach by collecting 340 survey responses to AR scenarios and analyzing them through statistics. The Survey responses show that the Intention to Use, Perceived Usefulness and Perceived Enjoyment dimensions are high among the urban population in India. This along with the exponential smartphone indicates that India is on the cusp of a boom in the AR sector.

Keywords: Mobile augmented reality, technology acceptance model, Hofstede, cultural dimensions, India.

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Authors: Mona A. Fouad, Fatma M. Bayoumi, Hoda M. Onsi, Mohamed G. Darwish

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Digital libraries become more and more necessary in order to support users with powerful and easy-to-use tools for searching, browsing and retrieving media information. The starting point for these tasks is the segmentation of video content into shots. To segment MPEG video streams into shots, a fully automatic procedure to detect both abrupt and gradual transitions (dissolve and fade-groups) with minimal decoding in real time is developed in this study. Each was explored through two phases: macro-block type's analysis in B-frames, and on-demand intensity information analysis. The experimental results show remarkable performance in detecting gradual transitions of some kinds of input data and comparable results of the rest of the examined video streams. Almost all abrupt transitions could be detected with very few false positive alarms.

Keywords: Adaptive threshold, abrupt transitions, gradual transitions, MPEG video streams.

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Authors: K.V. Sridhar, Varun Gunnala, K.S.R Krishna Prasad

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In this paper three basic approaches and different methods under each of them for extracting region of interest (ROI) from stationary images are explored. The results obtained for each of the proposed methods are shown, and it is demonstrated where each method outperforms the other. Two main problems in ROI extraction: the channel selection problem and the saliency reversal problem are discussed and how best these two are addressed by various methods is also seen. The basic approaches are 1) Saliency based approach 2) Wavelet based approach 3) Clustering based approach. The saliency approach performs well on images containing objects of high saturation and brightness. The wavelet based approach performs well on natural scene images that contain regions of distinct textures. The mean shift clustering approach partitions the image into regions according to the density distribution of pixel intensities. The experimental results of various methodologies show that each technique performs at different acceptable levels for various types of images.

Keywords: clustering, ROI, saliency, wavelets.

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Authors: Rakkrit Duangsoithong, Jermphiphut Jaruenpunyasak, Alba Garcia

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The use of foot recognition can be applied in many medical fields such as the gait pattern analysis and the knee exercises of patients in rehabilitation. Generally, a camera-based foot recognition system is intended to capture a patient image in a controlled room and background to recognize the foot in the limited views. However, this system can be inconvenient to monitor the knee exercises at home. In order to overcome these problems, this paper proposes to use the deep learning method using Convolutional Neural Networks (CNNs) for foot recognition. The results are compared with the traditional classification method using LBP and HOG features with kNN and SVM classifiers. According to the results, deep learning method provides better accuracy but with higher complexity to recognize the foot images from online databases than the traditional classification method.

Keywords: Convolutional neural networks, deep learning, foot recognition, knee rehabilitation.

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Authors: M. Hassan, I. Osman, M. Yahia

Abstract:

This Paper proposes a new facial feature extraction approach, Wash-Hadamard Transform (WHT). This approach is based on correlation between local pixels of the face image. Its primary advantage is the simplicity of its computation. The paper compares the proposed approach, WHT, which was traditionally used in data compression with two other known approaches: the Principal Component Analysis (PCA) and the Discrete Cosine Transform (DCT) using the face database of Olivetti Research Laboratory (ORL). In spite of its simple computation, the proposed algorithm (WHT) gave very close results to those obtained by the PCA and DCT. This paper initiates the research into WHT and the family of frequency transforms and examines their suitability for feature extraction in face recognition applications.

Keywords: Face Recognition, Facial Feature Extraction, Principal Component Analysis, and Discrete Cosine Transform, Wash-Hadamard Transform.

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Authors: Illyani Ibrahim, Azizan Abu Samah, Rosmadi Fauzi

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Land surface temperature (LST) is an important parameter to study in urban climate. The understanding of the influence of biophysical factors could improve the establishment of modeling urban thermal landscape. It is well established that climate hold a great influence on the urban landscape. However, it has been recognize that climate has a low priority in urban planning process, due to the complex nature of its influence. This study will focus on the relatively cloud free Landsat Thematic Mapper image of the study area, acquired on the 2nd March 2006. Correlation analyses were conducted to identify the relationship of LST to the biophysical factors; vegetation indices, impervious surface, and albedo to investigate the variation of LST. We suggest that the results can be considered by the stackholders during decision-making process to create a cooler and comfortable environment in the urban landscape for city dwellers.

Keywords: Biophysical factors, land surface temperature, urban planning.

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Authors: Anayochukwu Leonard Okoli

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The nexus between language and culture is so intertwined and very significant that language is largely seen as a vehicle for cultural transmission. Culture itself refers to the aggregate belief system of a people, embellishing its corporate national image or brand. If we conceive national rebranding as a campaign to rekindle the patriotic flame in the consciousness of a people towards its sociocultural imperatives and values, then, Nigerian indigenous linguistic flame has not been ignited. Consequently, the paper contends that the current national rebranding policy remains a myth in the confines of the elitists' intellectual squabble. It however recommends that the use of our indigenous languages should be supported by adequate legislation and also propagated by Nollywood in order to revamp and sustain the people’s interest in their local languages. Finally, the use of the indigenous Nigerian languages demonstrates patriotism, an important ingredient for actualizing a genuine national rebranding.

Keywords: Appraisal, Indigenous Languages, Policy, Rebranding.

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Authors: Azwadi Ali

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The survival of publicly listed companies largely depends on their stocks being liquidly traded. This goal can be achieved when new investors are attracted to invest on companies- stocks. Among different groups of investors, individual investors are generally less able to objectively evaluate companies- risks and returns, and tend to be emotionally biased in their investing decisions. Therefore their decisions may be formed as a result of perceived risks and returns, and influenced by companies- images. This study finds that perceived risk, perceived returns and trust directly affect individual investors- trading decisions while attitude towards brand partially mediates the relationships. This finding suggests that, in courting individual investors, companies still need to perform financially while building a good image can result in their stocks being accepted quicker than the stocks of good performing companies with hidden images.

Keywords: Behavioral Finance, Investment, Attitude towardsBrand, Partial Least Squares

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