Search results for: On-line character recognition
Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 1618

Search results for: On-line character recognition

1498 Text-independent Speaker Identification Based on MAP Channel Compensation and Pitch-dependent Features

Authors: Jiqing Han, Rongchun Gao

Abstract:

One major source of performance decline in speaker recognition system is channel mismatch between training and testing. This paper focuses on improving channel robustness of speaker recognition system in two aspects of channel compensation technique and channel robust features. The system is text-independent speaker identification system based on two-stage recognition. In the aspect of channel compensation technique, this paper applies MAP (Maximum A Posterior Probability) channel compensation technique, which was used in speech recognition, to speaker recognition system. In the aspect of channel robust features, this paper introduces pitch-dependent features and pitch-dependent speaker model for the second stage recognition. Based on the first stage recognition to testing speech using GMM (Gaussian Mixture Model), the system uses GMM scores to decide if it needs to be recognized again. If it needs to, the system selects a few speakers from all of the speakers who participate in the first stage recognition for the second stage recognition. For each selected speaker, the system obtains 3 pitch-dependent results from his pitch-dependent speaker model, and then uses ANN (Artificial Neural Network) to unite the 3 pitch-dependent results and 1 GMM score for getting a fused result. The system makes the second stage recognition based on these fused results. The experiments show that the correct rate of two-stage recognition system based on MAP channel compensation technique and pitch-dependent features is 41.7% better than the baseline system for closed-set test.

Keywords: Channel Compensation, Channel Robustness, MAP, Speaker Identification

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1497 Video-based Face Recognition: A Survey

Authors: Huafeng Wang, Yunhong Wang, Yuan Cao

Abstract:

During the past several years, face recognition in video has received significant attention. Not only the wide range of commercial and law enforcement applications, but also the availability of feasible technologies after several decades of research contributes to the trend. Although current face recognition systems have reached a certain level of maturity, their development is still limited by the conditions brought about by many real applications. For example, recognition images of video sequence acquired in an open environment with changes in illumination and/or pose and/or facial occlusion and/or low resolution of acquired image remains a largely unsolved problem. In other words, current algorithms are yet to be developed. This paper provides an up-to-date survey of video-based face recognition research. To present a comprehensive survey, we categorize existing video based recognition approaches and present detailed descriptions of representative methods within each category. In addition, relevant topics such as real time detection, real time tracking for video, issues such as illumination, pose, 3D and low resolution are covered.

Keywords: Face recognition, video-based, survey

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1496 Mobile to Server Face Recognition: A System Overview

Authors: Nurulhuda Ismail, Mas Idayu Md. Sabri

Abstract:

This paper presents a system overview of Mobile to Server Face Recognition, which is a face recognition application developed specifically for mobile phones. Images taken from mobile phone cameras lack of quality due to the low resolution of the cameras. Thus, a prototype is developed to experiment the chosen method. However, this paper shows a result of system backbone without the face recognition functionality. The result demonstrated in this paper indicates that the interaction between mobile phones and server is successfully working. The result shown before the database is completely ready. The system testing is currently going on using real images and a mock-up database to test the functionality of the face recognition algorithm used in this system. An overview of the whole system including screenshots and system flow-chart are presented in this paper. This paper also presents the inspiration or motivation and the justification in developing this system.

Keywords: Mobile to server, face recognition, system overview.

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1495 Online Purchase of Luxury Products in the U.A.E.

Authors: Prakash Vel, Jocelyn Rodrigues

Abstract:

Luxury is an identity, a philosophy and a culture which requires understanding before the adoption of e-business practices because of its intricacies and output are essentially different from other types of goods. Factors such as culture, personal characteristics, website quality, and vendor characteristics influence the online purchasing behavior of consumers thus making it a complex area of study. This paper explores the scope of e-retail for luxury consumption in the U.A.E. by identifying what motivates and de-motivates online purchase behavior of U.A.E. consumers and necessary hypotheses have been drawn to reflect behavior between online luxury preference consumers and non-online luxury preference consumers.

Keywords: e-Retail, Luxury brands, U.A.E. consumer.

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1494 Efficient DTW-Based Speech Recognition System for Isolated Words of Arabic Language

Authors: Khalid A. Darabkh, Ala F. Khalifeh, Baraa A. Bathech, Saed W. Sabah

Abstract:

Despite the fact that Arabic language is currently one of the most common languages worldwide, there has been only a little research on Arabic speech recognition relative to other languages such as English and Japanese. Generally, digital speech processing and voice recognition algorithms are of special importance for designing efficient, accurate, as well as fast automatic speech recognition systems. However, the speech recognition process carried out in this paper is divided into three stages as follows: firstly, the signal is preprocessed to reduce noise effects. After that, the signal is digitized and hearingized. Consequently, the voice activity regions are segmented using voice activity detection (VAD) algorithm. Secondly, features are extracted from the speech signal using Mel-frequency cepstral coefficients (MFCC) algorithm. Moreover, delta and acceleration (delta-delta) coefficients have been added for the reason of improving the recognition accuracy. Finally, each test word-s features are compared to the training database using dynamic time warping (DTW) algorithm. Utilizing the best set up made for all affected parameters to the aforementioned techniques, the proposed system achieved a recognition rate of about 98.5% which outperformed other HMM and ANN-based approaches available in the literature.

Keywords: Arabic speech recognition, MFCC, DTW, VAD.

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1493 Pattern Recognition of Partial Discharge by Using Simplified Fuzzy ARTMAP

Authors: S. Boonpoke, B. Marungsri

Abstract:

This paper presents the effectiveness of artificial intelligent technique to apply for pattern recognition and classification of Partial Discharge (PD). Characteristics of PD signal for pattern recognition and classification are computed from the relation of the voltage phase angle, the discharge magnitude and the repeated existing of partial discharges by using statistical and fractal methods. The simplified fuzzy ARTMAP (SFAM) is used for pattern recognition and classification as artificial intelligent technique. PDs quantities, 13 parameters from statistical method and fractal method results, are inputted to Simplified Fuzzy ARTMAP to train system for pattern recognition and classification. The results confirm the effectiveness of purpose technique.

Keywords: Partial discharges, PD Pattern recognition, PDClassification, Artificial intelligent, Simplified Fuzzy ARTMAP

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1492 A Study on the Nostalgia Contents Analysis of Hometown Alumni in the Online Community

Authors: Heejin Yun, Juanjuan Zang

Abstract:

This study aims to analyze the text terms posted on an online community of people from the same hometown and to understand the topic and trend of nostalgia composed online. For this purpose, this study collected 144 writings which the natives of Yeongjong Island, Incheon, South-Korea have posted on an online community. And it analyzed association relations. As a result, online community texts means that just defining nostalgia as ‘a mind longing for hometown’ is not an enough explanation. Second, texts composed online have abstractness rather than persons’ individual stories. This study figured out the relationship that had the most critical and closest mutual association among the terms that constituted nostalgia through literature research and association rule concerning nostalgia. The result of this study has a characteristic that it summed up the core terms and emotions related to nostalgia.

Keywords: Nostalgia, cultural memory, data mining, online community.

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1491 Various Speech Processing Techniques For Speech Compression And Recognition

Authors: Jalal Karam

Abstract:

Years of extensive research in the field of speech processing for compression and recognition in the last five decades, resulted in a severe competition among the various methods and paradigms introduced. In this paper we include the different representations of speech in the time-frequency and time-scale domains for the purpose of compression and recognition. The examination of these representations in a variety of related work is accomplished. In particular, we emphasize methods related to Fourier analysis paradigms and wavelet based ones along with the advantages and disadvantages of both approaches.

Keywords: Time-Scale, Wavelets, Time-Frequency, Compression, Recognition.

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1490 A Neural Approach for the Offline Recognition of the Arabic Handwritten Words of the Algerian Departments

Authors: Salim Ouchtati, Jean Sequeira, Mouldi Bedda

Abstract:

In the context of the handwriting recognition, we propose an off line system for the recognition of the Arabic handwritten words of the Algerian departments. The study is based mainly on the evaluation of neural network performances, trained with the gradient back propagation algorithm. The used parameters to form the input vector of the neural network are extracted on the binary images of the handwritten word by several methods. The Distribution parameters, the centered moments of the different projections of the different segments, the centered moments of the word image coding according to the directions of Freeman, and the Barr features applied binary image of the word and on its different segments. The classification is achieved by a multi layers perceptron. A detailed experiment is carried and satisfactory recognition results are reported.

Keywords: Handwritten word recognition, neural networks, image processing, pattern recognition, features extraction.

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1489 Segmentation and Recognition of Handwritten Numeric Chains

Authors: Salim Ouchtati, Bedda Mouldi, Abderrazak Lachouri

Abstract:

In this paper we present an off line system for the recognition of the handwritten numeric chains. Our work is divided in two big parts. The first part is the realization of a recognition system of the isolated handwritten digits. In this case the study is based mainly on the evaluation of neural network performances, trained with the gradient back propagation algorithm. The used parameters to form the input vector of the neural network are extracted on the binary images of the digits by several methods: the distribution sequence, the Barr features and the centred moments of the different projections and profiles. The second part is the extension of our system for the reading of the handwritten numeric chains constituted of a variable number of digits. The vertical projection is used to segment the numeric chain at isolated digits and every digit (or segment) will be presented separately to the entry of the system achieved in the first part (recognition system of the isolated handwritten digits). The result of the recognition of the numeric chain will be displayed at the exit of the global system.

Keywords: Optical Characters Recognition, Neural networks, Barr features, Image processing, Pattern Recognition, Featuresextraction.

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1488 Combined Automatic Speech Recognition and Machine Translation in Business Correspondence Domain for English-Croatian

Authors: Sanja Seljan, Ivan Dunđer

Abstract:

The paper presents combined automatic speech recognition (ASR) of English and machine translation (MT) for English and Croatian and Croatian-English language pairs in the domain of business correspondence. The first part presents results of training the ASR commercial system on English data sets, enriched by error analysis. The second part presents results of machine translation performed by free online tool for English and Croatian and Croatian-English language pairs. Human evaluation in terms of usability is conducted and internal consistency calculated by Cronbach's alpha coefficient, enriched by error analysis. Automatic evaluation is performed by WER (Word Error Rate) and PER (Position-independent word Error Rate) metrics, followed by investigation of Pearson’s correlation with human evaluation.

Keywords: Automatic machine translation, integrated language technologies, quality evaluation, speech recognition.

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1487 Annotations of Gene Pathways Images in Biomedical Publications Using Siamese Network

Authors: Micheal Olaolu Arowolo, Muhammad Azam, Fei He, Mihail Popescu, Dong Xu

Abstract:

As the quantity of biological articles rises, so does the number of biological route figures. Each route figure shows gene names and relationships. Manually annotating pathway diagrams is time-consuming. Advanced image understanding models could speed up curation, but they must be more precise. There is rich information in biological pathway figures. The first step to performing image understanding of these figures is to recognize gene names automatically. Classical optical character recognition methods have been employed for gene name recognition, but they are not optimized for literature mining data. This study devised a method to recognize an image bounding box of gene name as a photo using deep Siamese neural network models to outperform the existing methods using ResNet, DenseNet and Inception architectures, the results obtained about 84% accuracy.

Keywords: Biological pathway, gene identification, object detection, Siamese network, ResNet.

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1486 LSGENSYS - An Integrated System for Pattern Recognition and Summarisation

Authors: Hema Nair

Abstract:

This paper presents a new system developed in Java® for pattern recognition and pattern summarisation in multi-band (RGB) satellite images. The system design is described in some detail. Results of testing the system to analyse and summarise patterns in SPOT MS images and LANDSAT images are also discussed.

Keywords: Pattern recognition, image analysis, feature extraction, blackboard component, linguistic summary.

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1485 Object Recognition on Horse Riding Simulator System

Authors: Kyekyung Kim, Sangseung Kang, Suyoung Chi, Jaehong Kim

Abstract:

In recent years, IT convergence technology has been developed to get creative solution by combining robotics or sports science technology. Object detection and recognition have mainly applied to sports science field that has processed by recognizing face and by tracking human body. But object detection and recognition using vision sensor is challenge task in real world because of illumination. In this paper, object detection and recognition using vision sensor applied to sports simulator has been introduced. Face recognition has been processed to identify user and to update automatically a person athletic recording. Human body has tracked to offer a most accurate way of riding horse simulator. Combined image processing has been processed to reduce illumination adverse affect because illumination has caused low performance in detection and recognition in real world application filed. Face has recognized using standard face graph and human body has tracked using pose model, which has composed of feature nodes generated diverse face and pose images. Face recognition using Gabor wavelet and pose recognition using pose graph is robust to real application. We have simulated using ETRI database, which has constructed on horse riding simulator.

Keywords: Horse riding simulator, Object detection, Object recognition, User identification, Pose recognition.

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1484 Effects of Reversible Watermarking on Iris Recognition Performance

Authors: Andrew Lock, Alastair Allen

Abstract:

Fragile watermarking has been proposed as a means of adding additional security or functionality to biometric systems, particularly for authentication and tamper detection. In this paper we describe an experimental study on the effect of watermarking iris images with a particular class of fragile algorithm, reversible algorithms, and the ability to correctly perform iris recognition. We investigate two scenarios, matching watermarked images to unmodified images, and matching watermarked images to watermarked images. We show that different watermarking schemes give very different results for a given capacity, highlighting the importance ofinvestigation. At high embedding rates most algorithms cause significant reduction in recognition performance. However, in many cases, for low embedding rates, recognition accuracy is improved by the watermarking process.

Keywords: Biometrics, iris recognition, reversible watermarking.

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1483 The Impact of Online Advertising on Consumer Purchase Behavior Based on Malaysian Organizations

Authors: Naser Zourikalatehsamad, Seyed Abdorreza Payambarpour, Ibrahim Alwashali, Zahra Abdolkarimi

Abstract:

The paper aims to evaluate the effect of online advertising on consumer purchase behavior in Malaysian organizations. The paper has potential to extend and refine theory. A survey was distributed among Students of UTM university during the winter 2014 and 160 responses were collected. Regression analysis was used to test the hypothesized relationships of the model. Result shows that the predictors (cost saving factor, convenience factor and customized product or services) have positive impact on intention to continue seeking online advertising.

Keywords: Consumer purchase, convenience, customized product, cost saving, customization, flow theory, mass communication, online advertising ads, online advertising measurement, online advertising mechanism, online intelligence system, self-confidence, willingness to purchase.

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1482 Recognition and Protection of Indigenous Society in Indonesia

Authors: Triyanto, Rima Vien Permata Hartanto

Abstract:

Indonesia is a legal state. The consequence of this status is the recognition and protection of the existence of indigenous peoples. This paper aims to describe the dynamics of legal recognition and protection for indigenous peoples within the framework of Indonesian law. This paper is library research based on literature. The result states that although the constitution has normatively recognized the existence of indigenous peoples and their traditional rights, in reality, not all rights were recognized and protected. The protection and recognition for indigenous people need to be strengthened.

Keywords: Indigenous peoples, customary law, state law, state of law.

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1481 Face Recognition Using Eigen face Coefficients and Principal Component Analysis

Authors: Parvinder S. Sandhu, Iqbaldeep Kaur, Amit Verma, Samriti Jindal, Inderpreet Kaur, Shilpi Kumari

Abstract:

Face Recognition is a field of multidimensional applications. A lot of work has been done, extensively on the most of details related to face recognition. This idea of face recognition using PCA is one of them. In this paper the PCA features for Feature extraction are used and matching is done for the face under consideration with the test image using Eigen face coefficients. The crux of the work lies in optimizing Euclidean distance and paving the way to test the same algorithm using Matlab which is an efficient tool having powerful user interface along with simplicity in representing complex images.

Keywords: Eigen Face, Multidimensional, Matching, PCA.

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1480 Review for Identifying Online Opinion Leaders

Authors: Yu Wang

Abstract:

Nowadays, Internet enables its users to share the information online and to interact with others. Facing with numerous information, these Internet users are confused and begin to rely on the opinion leaders’ recommendations. The online opinion leaders are the individuals who have professional knowledge, who utilize the online channels to spread word-of-mouth information and who can affect the attitudes or even the behavior of their followers to some degree. Because utilizing the online opinion leaders is seen as an important approach to affect the potential consumers, how to identify them has become one of the hottest topics in the related field. Hence, in this article, the concepts and characteristics are introduced, and the researches related to identifying opinion leaders are collected and divided into three categories. Finally, the implications for future studies are provided.

Keywords: Online opinion leaders, user attributes analysis, text mining analysis, network structure analysis.

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1479 Relevant LMA Features for Human Motion Recognition

Authors: Insaf Ajili, Malik Mallem, Jean-Yves Didier

Abstract:

Motion recognition from videos is actually a very complex task due to the high variability of motions. This paper describes the challenges of human motion recognition, especially motion representation step with relevant features. Our descriptor vector is inspired from Laban Movement Analysis method. We propose discriminative features using the Random Forest algorithm in order to remove redundant features and make learning algorithms operate faster and more effectively. We validate our method on MSRC-12 and UTKinect datasets.

Keywords: Human motion recognition, Discriminative LMA features, random forest, features reduction.

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1478 Increasing the Efficacy of Educators Teaching Online

Authors: Carol Shepherd, Madelon Alpert, Marilyn Koeller

Abstract:

In order to provide and maintain effective pedagogy for the burgeoning virtual reality community, it is vital to have trained faculty in the institutions of higher education who will teach these courses and be able to make full use of their academic knowledge and expertise. As the number of online courses continues to grow, there is a need for these institutions to establish mentoring programs that will support the novice online instructor. The environment in which this takes place and the factors that ensure its success are critical to the adoption of the new instructional delivery format taught by both seasoned educators and adjunct instructors. Effective one-on-one mentoring promotes a professional, compassionate and collegial faculty who will provide a consistent and rigorous academic program for students online.

Keywords: Mentoring seasoned faculty, staff development, online pedagogy, online andragogy.

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1477 SySRA: A System of a Continuous Speech Recognition in Arab Language

Authors: Samir Abdelhamid, Noureddine Bouguechal

Abstract:

We report in this paper the model adopted by our system of continuous speech recognition in Arab language SySRA and the results obtained until now. This system uses the database Arabdic-10 which is a corpus of word for the Arab language and which was manually segmented. Phonetic decoding is represented by an expert system where the knowledge base is translated in the form of production rules. This expert system transforms a vocal signal into a phonetic lattice. The higher level of the system takes care of the recognition of the lattice thus obtained by deferring it in the form of written sentences (orthographical Form). This level contains initially the lexical analyzer which is not other than the module of recognition. We subjected this analyzer to a set of spectrograms obtained by dictating a score of sentences in Arab language. The rate of recognition of these sentences is about 70% which is, to our knowledge, the best result for the recognition of the Arab language. The test set consists of twenty sentences from four speakers not having taken part in the training.

Keywords: Continuous speech recognition, lexical analyzer, phonetic decoding, phonetic lattice, vocal signal.

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1476 Different Roles for Mentors and Mentees in an e-Learning Environment

Authors: Nidhi Gadura

Abstract:

Given the increase in the number of students and administrators asking for online courses the author developed two partially online courses. One was a biology majors at genetics course while the other was a non-majors at biology course. The student body at Queensborough Community College is generally underprepared and has work and family obligations. As an educator, one has to be mindful about changing the pedagogical approach, therefore, special care was taken when designing the course material. Despite the initial concerns, both of these partially online courses were received really well by students. Lessons learnt were that student engagement is the key to success in an online course. Good practices to run a successful online course for underprepared students are discussed in this paper. Also discussed are the lessons learnt for making the eLearning environment better for all the students in the class, overachievers and underachievers alike.

Keywords: Partially online course, pedagogy, student engagement, community college.

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1475 Word Base Line Detection in Handwritten Text Recognition Systems

Authors: Kamil R. Aida-zade, Jamaladdin Z. Hasanov

Abstract:

An approach is offered for more precise definition of base lines- borders in handwritten cursive text and general problems of handwritten text segmentation have also been analyzed. An offered method tries to solve problems arose in handwritten recognition with specific slant or in other words, where the letters of the words are not on the same vertical line. As an informative features, some recognition systems use ascending and descending parts of the letters, found after the word-s baseline detection. In such recognition systems, problems in baseline detection, impacts the quality of the recognition and decreases the rate of the recognition. Despite other methods, here borders are found by small pieces containing segmentation elements and defined as a set of linear functions. In this method, separate borders for top and bottom border lines are found. At the end of the paper, as a result, azerbaijani cursive handwritten texts written in Latin alphabet by different authors has been analyzed.

Keywords: Azeri, azerbaijani, latin, segmentation, cursive, HWR, handwritten, recognition, baseline, ascender, descender, symbols.

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1474 Genetic Algorithm Based Deep Learning Parameters Tuning for Robot Object Recognition and Grasping

Authors: Delowar Hossain, Genci Capi

Abstract:

This paper concerns with the problem of deep learning parameters tuning using a genetic algorithm (GA) in order to improve the performance of deep learning (DL) method. We present a GA based DL method for robot object recognition and grasping. GA is used to optimize the DL parameters in learning procedure in term of the fitness function that is good enough. After finishing the evolution process, we receive the optimal number of DL parameters. To evaluate the performance of our method, we consider the object recognition and robot grasping tasks. Experimental results show that our method is efficient for robot object recognition and grasping.

Keywords: Deep learning, genetic algorithm, object recognition, robot grasping.

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1473 3D Face Recognition Using Modified PCA Methods

Authors: Omid Gervei, Ahmad Ayatollahi, Navid Gervei

Abstract:

In this paper we present an approach for 3D face recognition based on extracting principal components of range images by utilizing modified PCA methods namely 2DPCA and bidirectional 2DPCA also known as (2D) 2 PCA.A preprocessing stage was implemented on the images to smooth them using median and Gaussian filtering. In the normalization stage we locate the nose tip to lay it at the center of images then crop each image to a standard size of 100*100. In the face recognition stage we extract the principal component of each image using both 2DPCA and (2D) 2 PCA. Finally, we use Euclidean distance to measure the minimum distance between a given test image to the training images in the database. We also compare the result of using both methods. The best result achieved by experiments on a public face database shows that 83.3 percent is the rate of face recognition for a random facial expression.

Keywords: 3D face recognition, 2DPCA, (2D) 2 PCA, Rangeimage

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1472 Teachers’ Emotional Experience in Online Classes in Adult Education in Selected European Countries

Authors: Andreas Ahrens, Jelena Zascerinska

Abstract:

Emotions are crucial in online classes in adult education. Despite that, a little attention was devoted to the emotional experience of being an online teacher in the field of andragogy, and the online teacher’s emotional perspectives in ever changing environments have to be analysed. The paper aims at the analysis of teachers’ emotional experience in online classes in adult education in selected European countries. The research tends to propose implications for training of teachers who work in online classes in adult education. The survey was conducted in April 2022. In the selected European countries 78 respondents took part in the study. Among them, 30 respondents represented Germany, 28 respondents Greece, and 20 respondents were from Italy. The theoretical findings allow defining teacher emotional experience. The analysis of the elements of the respondents’ emotional experience allows concluding that teachers’ attitude to online classes has to be developed. The key content for teacher training is presented. Directions of further work are proposed.

Keywords: Adult education, online classes, teacher emotional experience, European countries.

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1471 Comparison of Parameterization Methods in Recognizing Spoken Arabic Digits

Authors: Ali Ganoun

Abstract:

This paper proposes evaluation of sound parameterization methods in recognizing some spoken Arabic words, namely digits from zero to nine. Each isolated spoken word is represented by a single template based on a specific recognition feature, and the recognition is based on the Euclidean distance from those templates. The performance analysis of recognition is based on four parameterization features: the Burg Spectrum Analysis, the Walsh Spectrum Analysis, the Thomson Multitaper Spectrum Analysis and the Mel Frequency Cepstral Coefficients (MFCC) features. The main aim of this paper was to compare, analyze, and discuss the outcomes of spoken Arabic digits recognition systems based on the selected recognition features. The results acqired confirm that the use of MFCC features is a very promising method in recognizing Spoken Arabic digits.

Keywords: Speech Recognition, Spectrum Analysis, Burg Spectrum, Walsh Spectrum Analysis, Thomson Multitaper Spectrum, MFCC.

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1470 Face Recognition using Radial Basis Function Network based on LDA

Authors: Byung-Joo Oh

Abstract:

This paper describes a method to improve the robustness of a face recognition system based on the combination of two compensating classifiers. The face images are preprocessed by the appearance-based statistical approaches such as Principal Component Analysis (PCA) and Linear Discriminant Analysis (LDA). LDA features of the face image are taken as the input of the Radial Basis Function Network (RBFN). The proposed approach has been tested on the ORL database. The experimental results show that the LDA+RBFN algorithm has achieved a recognition rate of 93.5%

Keywords: Face recognition, linear discriminant analysis, radial basis function network.

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1469 The Impact of Online Advertising on Generation Y’s Purchase Decision in Malaysia

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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