Search results for: Audio visual media

Authors: Sevil Yildiz

Abstract:

Audio visual communication is a type of collective expression. Due to inform the masses, give direction to opinions, and establish public opinion, audio visual communication must be subjected to special restrictions. This has been stipulated in both the Constitution and the European Human Rights Agreement. This paper aims to review freedom of expression and its restriction in audio visual media. For this purpose, the authorization of the Radio and Television Supreme Council to impose sanctions as an independent administrative authority empowered to regulate the field of audio visual communication has been reviewed with regard to freedom of expression and its limits.

Keywords: Audio visual media, freedom of expression, its limits, Radio and Television Supreme Council.

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Authors: Mark Kaahwa, Chang Zhu, Moses Muhumuza

Abstract:

This study investigates the satisfaction of distance education university students (DEUS) with the use of audio media as a medium of instruction. Studying students’ satisfaction is vital because it shows whether learners are comfortable with a certain instructional strategy or not. Although previous studies have investigated the use of audio media, the satisfaction of students with an instructional strategy that combines radio teaching and podcasts as an independent teaching strategy has not been fully investigated. In this study, all lectures were delivered through the radio and students had no direct contact with their instructors. No modules or any other material in form of text were given to the students. They instead, revised the taught content by listening to podcasts saved on their mobile electronic gadgets. Prior to data collection, DEUS received orientation through workshops on how to use audio media in distance education. To achieve objectives of the study, a survey, naturalistic observations and face-to-face interviews were used to collect data from a sample of 211 undergraduate and graduate students. Findings indicate that there was no statistically significant difference in the levels of satisfaction between male and female students. The results from post hoc analysis show that there is a statistically significant difference in the levels of satisfaction regarding the use of audio media between diploma and graduate students. Diploma students are more satisfied compared to their graduate counterparts. T-test results reveal that there was no statistically significant difference in the general satisfaction with audio media between rural and urban-based students. And ANOVA results indicate that there is no statistically significant difference in the levels of satisfaction with the use of audio media across age groups. Furthermore, results from observations and interviews reveal that DEUS found learning using audio media a pleasurable medium of instruction. This is an indication that audio media can be considered as an instructional strategy on its own merit.

Keywords: Audio media, distance education, distance education university students, medium of instruction, satisfaction.

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Authors: Y. Ni, K. Sebri

Abstract:

The practical implementation of audio-video coupled speech recognition systems is mainly limited by the hardware complexity to integrate two radically different information capturing devices with good temporal synchronisation. In this paper, we propose a solution based on a smart CMOS image sensor in order to simplify the hardware integration difficulties. By using on-chip image processing, this smart sensor can calculate in real time the X/Y projections of the captured image. This on-chip projection reduces considerably the volume of the output data. This data-volume reduction permits a transmission of the condensed visual information via the same audio channel by using a stereophonic input available on most of the standard computation devices such as PC, PDA and mobile phones. A prototype called VMIKE (Visio-Microphone) has been designed and realised by using standard 0.35um CMOS technology. A preliminary experiment gives encouraged results. Its efficiency will be further investigated in a large variety of applications such as biometrics, speech recognition in noisy environments, and vocal control for military or disabled persons, etc.

Keywords: Audio-Visual Speech recognition, CMOS Smartsensor, On-Chip image processing.

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Authors: Ravihansa Rajapakse, Malshika Dias, Kanishka Weerasekara, Anuja Dharmaratne, Prasad Wimalaratne

Abstract:

In this paper we discuss a set of guidelines which could be adapted when designing an audio user interface for the visually impaired. It is based on an audio environment that is focused on audio positioning. Unlike current applications which only interpret Graphical User Interface (GUI) for the visually impaired, this particular audio environment bypasses GUI to provide a direct auditory output. It presents the capability of two dimensional (2D) navigation on audio interfaces. This paper highlights the significance of a 2D audio environment with spatial information in the context of the visually impaired. A thorough usability study has been conducted to prove the applicability of proposed design guidelines for these auditory interfaces. While proving these guidelines, previously unearthed design aspects have been revealed in this study.

Keywords: Human Computer Interaction, Audio User Interfaces, 2D Audio Environment, Visually Impaired Users

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Authors: C. Cruz-Hernández, E. Inzunza-González, R.M. López-Gutiérrez H. Serrano-Guerrero, E.E.García-Guerrero

Abstract:

In this paper, encrypted audio communications based on synchronization of coupled unified chaotic systems in master-slave configuration is numerically studied. We transmit the encrypted audio messages by using two unsecure channels. Encoding, transmission, and decoding audio messages in chaotic communication is presented.

Keywords: Audio encrypted, chaos, synchronization.

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Authors: Anindya Roy, Goutam Saha

Abstract:

Rapid progress in audio compression technology has contributed to the explosive growth of music available in digital form today. In a reversal of ideas, this work makes use of a recently proposed efficient audio compression scheme to develop three important applications in the context of Music Information Retrieval (MIR) for the effective manipulation of large music databases, namely automatic music recommendation (AMR), digital rights management (DRM) and audio finger-printing for song identification. The performance of these three applications has been evaluated with respect to a database of songs collected from a diverse set of genres.

Keywords: Audio compression, Music Information Retrieval, Digital Rights Management, Audio Fingerprinting.

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Authors: Sevil Yıldız

Abstract:

In this study, we will touch upon the legal arrangements issued in Turkey for prevention of condensation and for ensuring pluralism in the media. We will mention the legal arrangements concerning the regulatory and supervisory authority, namely the Radio and Television Supreme Council, for the visual and auditory media. In this context; the legal arrangements, which have been introduced by the Law No 6112 on the Establishment of Radio and Television Enterprises and Their Media Services in relation to the media ownership, will be reviewed through comparison with the Article 29 of the repealed Law No 3984.

Keywords: Media ownership, legal arrangements, the case for Turkey.

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Authors: Jun-Yong Lee, Hyoung-Gook Kim

Abstract:

In this paper, we propose a smart music player that combines the musical genre classification and the spatial audio processing. The musical genre is classified based on content analysis of the musical segment detected from the audio stream. In parallel with the classification, the spatial audio quality is achieved by adding an artificial reverberation in a virtual acoustic space to the input mono sound. Thereafter, the spatial sound is boosted with the given frequency gains based on the musical genre when played back. Experiments measured the accuracy of detecting the musical segment from the audio stream and its musical genre classification. A listening test was performed based on the virtual acoustic space based spatial audio processing.

Keywords: Automatic equalization, genre classification, music segment detection, spatial audio processing.

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Authors: Lai-Fen Yang

Abstract:

In this increasingly visual world, how can we best decipher and understand the many ways that our everyday lives are organized around looking practices and the many images we encounter each day? Indeed, how we interact with and interpret visual images is a basic component of human life. Today, however, we are living in one of the most artificial visual and image-saturated cultures in human history, which makes understanding the complex construction and multiple social functions of visual imagery more important than ever before. Themes regarding our experience of a visually pervasive mediated culture, here, termed visual spectacle.

Keywords: Visual culture, contemporary, visual spectacle.

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Authors: Hadeel S. Haj Aliwi, Saleh A. Alomari, Putra Sumari

Abstract:

Nowadays, Multimedia Communication has been developed and improved rapidly in order to enable users to communicate between each other over the Internet. In general, the multimedia communication consists of audio and video communication. However, this paper focuses on audio streams. The audio translation between protocols is a very critical issue due to solving the communication problems between any two protocols, as well as it enables people around the world to talk with each other at anywhere and anytime even they use different protocols. In this paper, a proposed method for an audio translation module between two protocols has been presented. These two protocols are InterAsterisk eXchange Protocol (IAX) and Real Time Switching Control Protocol (RSW), which they are widely used to provide two ways audio transfer feature. The result of this work is to introduce possibility of interworking together.

Keywords: Multimedia, VoIP, Interworking, InterAsterisk eXchange Protocol (IAX), Real Time Switching Control Criteria (REW)

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Authors: M. Ketcham, S. Vongpradhip

Abstract:

In this paper, an innovative watermarking scheme for audio signal based on genetic algorithms (GA) in the discrete wavelet transforms is proposed. It is robust against watermarking attacks, which are commonly employed in literature. In addition, the watermarked image quality is also considered. We employ GA for the optimal localization and intensity of watermark. The watermark detection process can be performed without using the original audio signal. The experimental results demonstrate that watermark is inaudible and robust to many digital signal processing, such as cropping, low pass filter, additive noise.

Keywords: Intelligent Audio Watermarking, GeneticAlgorithm, DWT Domain.

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Authors: Yasemin Gülşen Yılmaz, Süleyman Hakan Yılmaz, Muhammet Erbay

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Social media is among the most important means of communication. Social media offers individuals and groups with an opportunity for participatory socialization over the internet, which is free of any time and place restrictions. Social media is a kind of interactive communication and bilateral social network. Various communication contents can be shared and put into mass circulation easily and quickly through social media. These sharings are not only limited to individuals but also happen to groups, institutions, and different constitutions. Their contents consist of any type of written message, audio and video files. We are living in the social media era now. It is not surprising that social media which has extensive communication facilities and massive prevalence is used in politics. Therefore, the use of social media (Facebook) by political parties during the Turkish general elections held on June 7, 2015, has been chosen as our research subject. Four parties namely, AKP, CHP, MHP and HDP who have the majority of votes in Turkey and participate in elections in Konya have been selected for our study. Their provincial centers’ and parliamentary candidates` use of social media (Facebook) on the last three days prior to the election have been examined and subjected to a qualitative analysis by means of content analysis.

Keywords: Social media, June 7 general elections, politics, Facebook.

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Authors: Silvio R. R. Sanches, Bianca C. Barbosa, Beatriz R. Brum, Cléber G.Corrêa

Abstract:

In order to evaluate the quality of a segmentation algorithm, the researchers use subjective or objective metrics. Although subjective metrics are more accurate than objective ones, objective metrics do not require user feedback to test an algorithm. Objective metrics require subjective experiments only during their development. Subjective experiments typically display to users some videos (generated from frames with segmentation errors) that simulate the environment of an application domain. This user feedback is crucial information for metric definition. In the subjective experiments applied to develop some state-of-the-art metrics used to test segmentation algorithms, the videos displayed during the experiments did not contain audio. Audio is an essential component in applications such as videoconference and augmented reality. If the audio influences the user’s perception, using only videos without audio in subjective experiments can compromise the efficiency of an objective metric generated using data from these experiments. This work aims to identify if the audio influences the user’s perception of segmentation quality in background substitution applications with audio. The proposed approach used a subjective method based on formal video quality assessment methods. The results showed that audio influences the quality of segmentation perceived by a user.

Keywords: Background substitution, influence of audio, segmentation evaluation, segmentation quality.

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Authors: Syed Sultan Ahmed

Abstract:

The current education system in India is adept in equipping and assessing the scholastic development of children. However, there is an immediate need to strengthen co-scholastic areas like life-skills, values and attitudes to equip students to face real life challenges. Audio-visual technology and their respective media can make a significant contribution to a value based learning curriculum. Thus, co-scholastic skills need to be effectively nurtured by a medium that is entertaining and impactful. Films in general have a tremendous impact in our society. Films with a positive message make a formidable learning experience that can influence and inspire generations of learners. Leveraging on this powerful medium, EduMedia India Pvt. Ltd. has introduced School Cinema a well researched film-based learning module supported by a fun and exciting workbook, designed to introduce and reaffirm life-skills and values to children, thereby having a positive influence on their attitudes.

Keywords: Co-Scholastics, Entertaining, Educative, Holistic- Development

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Authors: Ruili Zhou, Yuesheng Zhu

Abstract:

In this paper, a new robust audio fingerprinting algorithm in MP3 compressed domain is proposed with high robustness to time scale modification (TSM). Instead of simply employing short-term information of the MP3 stream, the new algorithm extracts the long-term features in MP3 compressed domain by using the modulation frequency analysis. Our experiment has demonstrated that the proposed method can achieve a hit rate of above 95% in audio retrieval and resist the attack of 20% TSM. It has lower bit error rate (BER) performance compared to the other algorithms. The proposed algorithm can also be used in other compressed domains, such as AAC.

Keywords: Audio Fingerprinting, MP3, Modulation Frequency, TSM

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Authors: Yueming Wang, Rendong Ying, Sumxin Jiang, Peilin Liu

Abstract:

Unified Speech Audio Coding (USAC), the latest MPEG standardization for unified speech and audio coding, uses a speech/audio classification algorithm to distinguish speech and audio segments of the input signal. The quality of the recovered audio can be increased by well-designed orchestra/percussion classification and subsequent processing. However, owing to the shortcoming of the system, introducing an orchestra/percussion classification and modifying subsequent processing can enormously increase the quality of the recovered audio. This paper proposes an orchestra/percussion classification algorithm for the USAC system which only extracts 3 scales of Mel-Frequency Cepstral Coefficients (MFCCs) rather than traditional 13 scales of MFCCs and use Iterative Dichotomiser 3 (ID3) Decision Tree rather than other complex learning method, thus the proposed algorithm has lower computing complexity than most existing algorithms. Considering that frequent changing of attributes may lead to quality loss of the recovered audio signal, this paper also design a modified subsequent process to help the whole classification system reach an accurate rate as high as 97% which is comparable to classical 99%.

Keywords: ID3 Decision Tree, MFCC, Orchestra/Percussion Classification, USAC

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Authors: Robert E. Hursig, Jane X. Zhang

Abstract:

A robust still image face localization algorithm capable of operating in an unconstrained visual environment is proposed. First, construction of a robust skin classifier within a shifted HSV color space is described. Then various filtering operations are performed to better isolate face candidates and mitigate the effect of substantial non-skin regions. Finally, a novel Bhattacharyya-based face detection algorithm is used to compare candidate regions of interest with a unique illumination-dependent face model probability distribution function approximation. Experimental results show a 90% face detection success rate despite the demands of the visually noisy environment.

Keywords: Audio-visual speech recognition, Bhattacharyyacoefficient, face detection,

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Authors: Dimitrios Koukopoulos, Yiannis Stamatiou

Abstract:

In this work, we present for the first time in our perception an efficient digital watermarking scheme for mpeg audio layer 3 files that operates directly in the compressed data domain, while manipulating the time and subband/channel domain. In addition, it does not need the original signal to detect the watermark. Our scheme was implemented taking special care for the efficient usage of the two limited resources of computer systems: time and space. It offers to the industrial user the capability of watermark embedding and detection in time immediately comparable to the real music time of the original audio file that depends on the mpeg compression, while the end user/audience does not face any artifacts or delays hearing the watermarked audio file. Furthermore, it overcomes the disadvantage of algorithms operating in the PCMData domain to be vulnerable to compression/recompression attacks, as it places the watermark in the scale factors domain and not in the digitized sound audio data. The strength of our scheme, that allows it to be used with success in both authentication and copyright protection, relies on the fact that it gives to the users the enhanced capability their ownership of the audio file not to be accomplished simply by detecting the bit pattern that comprises the watermark itself, but by showing that the legal owner knows a hard to compute property of the watermark.

Keywords: Audio watermarking, mpeg audio layer 3, hardinstance generation, NP-completeness.

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Authors: F.J. Suárez, J.C. Granda, J. Molleda, D.F. García

Abstract:

A prototype for audio and video capture and compression in real time on a Linux platform has been developed. It is able to visualize both the captured and the compressed video at the same time, as well as the captured and compressed audio with the goal of comparing their quality. As it is based on free code, the final goal is to run it in an embedded system running Linux. Therefore, we would implement a node to capture and compress such multimedia information. Thus, it would be possible to consider the project within a larger one aimed at live broadcast of audio and video using a streaming server which would communicate with our node. Then, we would have a very powerful and flexible system with several practical applications.

Keywords: Audio and video compression, Linux platform, live streaming, real time, visualization of captured and compressed video.

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Authors: José A. Menezes, Giordano Cabral, Bruno T. Gomes

Abstract:

Choosing good features is an essential part of machine learning. Recent techniques aim to automate this process. For instance, feature learning intends to learn the transformation of raw data into a useful representation to machine learning tasks. In automatic audio classification tasks, this is interesting since the audio, usually complex information, needs to be transformed into a computationally convenient input to process. Another technique tries to generate features by searching a feature space. Genetic algorithms, for instance, have being used to generate audio features by combining or modifying them. We find this approach particularly interesting and, despite the undeniable advances of feature learning approaches, we wanted to take a step forward in the use of genetic algorithms to find audio features, combining them with more conventional methods, like PCA, and inserting search control mechanisms, such as constraints over a confusion matrix. This work presents the results obtained on particular audio classification problems.

Keywords: Feature generation, feature learning, genetic algorithm, music information retrieval.

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Authors: Dimitrios Koukopoulos, Yiannis Stamatiou

Abstract:

In this work, we present for the first time in our perception an efficient digital watermarking scheme for mpeg audio layer 3 files that operates directly in the compressed data domain, while manipulating the time and subband/channel domain. In addition, it does not need the original signal to detect the watermark. Our scheme was implemented taking special care for the efficient usage of the two limited resources of computer systems: time and space. It offers to the industrial user the capability of watermark embedding and detection in time immediately comparable to the real music time of the original audio file that depends on the mpeg compression, while the end user/audience does not face any artifacts or delays hearing the watermarked audio file. Furthermore, it overcomes the disadvantage of algorithms operating in the PCMData domain to be vulnerable to compression/recompression attacks, as it places the watermark in the scale factors domain and not in the digitized sound audio data. The strength of our scheme, that allows it to be used with success in both authentication and copyright protection, relies on the fact that it gives to the users the enhanced capability their ownership of the audio file not to be accomplished simply by detecting the bit pattern that comprises the watermark itself, but by showing that the legal owner knows a hard to compute property of the watermark.

Keywords: Audio watermarking, mpeg audio layer 3, hard instance generation, NP-completeness.

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Authors: N. Moghadam, H. Sadeghi

Abstract:

In this paper a novel scheme for watermarking digital audio during its compression to MPEG-1 Layer III format is proposed. For this purpose we slightly modify some of the selected MDCT coefficients, which are used during MPEG audio compression procedure. Due to the possibility of modifying different MDCT coefficients, there will be different choices for embedding the watermark into audio data, considering robustness and transparency factors. Our proposed method uses a genetic algorithm to select the best coefficients to embed the watermark. This genetic selection is done according to the parameters that are extracted from the perceptual content of the audio to optimize the robustness and transparency of the watermark. On the other hand the watermark security is increased due to the random nature of the genetic selection. The information of the selected MDCT coefficients that carry the watermark bits, are saves in a database for future extraction of the watermark. The proposed method is suitable for online MP3 stores to pursue illegal copies of musical artworks. Experimental results show that the detection ratio of the watermarks at the bitrate of 128kbps remains above 90% while the inaudibility of the watermark is preserved.

Keywords: Content-Based Audio Watermarking, Genetic AudioWatermarking.

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Authors: Linnea Stenliden

Abstract:

The aim of this paper is to understand emerging learning conditions, when a visual analytics is implemented and used in K 12 (education). To date, little attention has been paid to the role visual analytics (digital media and technology that highlight visual data communication in order to support analytical tasks) can play in education, and to the extent to which these tools can process actionable data for young students. This study was conducted in three public K 12 schools, in four social science classes with students aged 10 to 13 years, over a period of two to four weeks at each school. Empirical data were generated using video observations and analyzed with help of metaphors within Actor-network theory (ANT). The learning conditions are found to be distinguished by broad complexity, characterized by four dimensions. These emerge from the actors’ deeply intertwined relations in the activities. The paper argues in relation to the found dimensions that novel approaches to teaching and learning could benefit students’ knowledge building as they work with visual analytics, analyzing visualized data.

Keywords: Analytical reasoning, complexity, data use, problem space, visual analytics, visual storytelling, translation.

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Authors: Say Wei Foo, Qi Dong

Abstract:

A novel robust audio watermarking scheme is proposed in this paper. In the proposed scheme, the host audio signals are segmented into frames. Two consecutive frames are assessed if they are suitable to represent a watermark bit. If so, frequency transform is performed on these two frames. The compressionexpansion technique is adopted to generate distortion over the two frames. The distortion is used to represent one watermark bit. Psychoacoustic model is applied to calculate local auditory mask to ensure that the distortion is not audible. The watermarking schemes using mono and stereo audio signals are designed differently. The correlation-based detection method is used to detect the distortion and extract embedded watermark bits. The experimental results show that the quality degradation caused by the embedded watermarks is perceptually transparent and the proposed schemes are very robust against different types of attacks.

Keywords: Audio watermarking, Compression-expansion, Stereo signals, Robustness.

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Authors: Zbigniew Les, Magdalena Les

Abstract:

Intelligence tests are series of tasks designed to measure the capacity to make abstractions, to learn, and to deal with novel situations. Testing of the visual abilities of the shape understanding system (SUS) is performed based on the visual intelligence tests. In this paper the progressive matrices tests are formulated as tasks given to SUS. These tests require good visual problem solving abilities of the human subject. SUS solves these tests by performing complex visual reasoning transforming the visual forms (tests) into the string forms. The experiment proved that the proposed method, which is part of the SUS visual understanding abilities, can solve a test that is very difficult for human subject.

Keywords: Shape understanding, intelligence test, visual concept, visual reasoning.

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Authors: Yueming Wang, Zenghui Zhang, Rendong Ying, Peilin Liu

Abstract:

Sparse representation has long been studied and several dictionary learning methods have been proposed. The dictionary learning methods are widely used because they are adaptive. In this paper, a new dictionary learning method for audio is proposed. Signals are at first decomposed into different degrees of Intrinsic Mode Functions (IMF) using Empirical Mode Decomposition (EMD) technique. Then these IMFs form a learned dictionary. To reduce the size of the dictionary, the K-means method is applied to the dictionary to generate a K-EMD dictionary. Compared to K-SVD algorithm, the K-EMD dictionary decomposes audio signals into structured components, thus the sparsity of the representation is increased by 34.4% and the SNR of the recovered audio signals is increased by 20.9%.

Keywords: Dictionary Learning, EMD, K-means Method, Sparse Representation.

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Authors: Mikko Löytynoja, Nedeljko Cvejic, Tapio Seppänen

Abstract:

In this paper we introduce three watermarking methods that can be used to count the number of times that a user has played some content. The proposed methods are tested with audio content in our experimental system using the most common signal processing attacks. The test results show that the watermarking methods used enable the watermark to be extracted under the most common attacks with a low bit error rate.

Keywords: Digital rights management, restricted usage, content protection, spread spectrum, audio watermarking.

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Authors: Analise Borg, Paul Micallef

Abstract:

Over the past few years, the online multimedia collection has grown at a fast pace. Several companies showed interest to study the different ways to organise the amount of audio information without the need of human intervention to generate metadata. In the past few years, many applications have emerged on the market which are capable of identifying a piece of music in a short time. Different audio effects and degradation make it much harder to identify the unknown piece. In this paper, an audio fingerprinting system which makes use of a non-parametric based algorithm is presented. Parametric analysis is also performed using Gaussian Mixture Models (GMMs). The feature extraction methods employed are the Mel Spectrum Coefficients and the MPEG-7 basic descriptors. Bin numbers replaced the extracted feature coefficients during the non-parametric modelling. The results show that nonparametric analysis offer potential results as the ones mentioned in the literature.

Keywords: Audio fingerprinting, mapping algorithm, Gaussian Mixture Models, MFCC, MPEG-7.

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Authors: Chantana Insra

Abstract:

The main purpose of this research aimed to create tactile texture designed media for the blind used for extra learning outside classrooms in order to enhance imagination of the blind about Himmapan creatures, furthermore, the main objective of the research focused on improving the visual disabled perception to be equal to normal people. The target group of the research is blinded students studying in The Bangkok school for the blind between grade 4-6 in the second semester of 2011 who are able to read the braille language. The research methodology consisted of the field study and the documentary study related to the blind, tactile texture designed media and Himmapan creatures. 10 pictures of tactile texture designed media were created in the designing process which began after the analysis had conducted based the primary and secondary data. The works had presented to experts in the visual disabled field who evaluated the works. After approval, the works used as prototype to teach the blind. KeywordsBlind, Himmapan Creatures, Tactile Texture.

Keywords: Blind, Himmapan Creatures, Tactile Texture.

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Authors: Mui Joo Tang, Eang Teng Chan

Abstract:

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

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

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