Search results for: positive word of mouth communication.

Authors: Olumide Simeon Ogunnusi, Shukor Abd Razak, Michael Kolade Adu

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Inter-agent communication manager facilitates communication among mobile agents via message passing mechanism. Until now, all Foundation for Intelligent Physical Agents (FIPA) compliant agent systems are capable of exchanging messages following the standard format of sending and receiving messages. Previous works tend to secure messages to be exchanged among a community of collaborative agents commissioned to perform specific tasks using cryptosystems. However, the approach is characterized by computational complexity due to the encryption and decryption processes required at the two ends. The proposed approach to secure agent communication allows only agents that are created by the host agent server to communicate via the agent communication channel provided by the host agent platform. These agents are assumed to be harmless. Therefore, to secure communication of legitimate agents from intrusion by external agents, a 2-phase policy enforcement system was developed. The first phase constrains the external agent to run only on the network server while the second phase confines the activities of the external agent to its execution environment. To implement the proposed policy, a controller agent was charged with the task of screening any external agent entering the local area network and preventing it from migrating to the agent execution host where the legitimate agents are running. On arrival of the external agent at the host network server, an introspector agent was charged to monitor and restrain its activities. This approach secures legitimate agent communication from Man-in-the Middle and Replay attacks.

Keywords: Agent communication, introspective agent, isolation of agent, policy enforcement system.

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Authors: Konghe Xie

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Two consensus problems are considered in this paper. One is the consensus of linear multi-agent systems with weakly connected directed communication topology. The other is the consensus of nonlinear multi-agent systems with strongly connected directed communication topology. For the first problem, a simplified consensus protocol is designed: Each child agent can only communicate with one of its neighbors. That is, the real communication topology is a directed spanning tree of the original communication topology and without any cycles. Then, the necessary and sufficient condition is put forward to the multi-agent systems can be reached consensus. It is worth noting that the given conditions do not need any eigenvalue of the corresponding Laplacian matrix of the original directed communication network. For the second problem, the feedback gain is designed in the nonlinear consensus protocol. Then, the sufficient condition is proposed such that the systems can be achieved consensus. Besides, the consensus interval is introduced and analyzed to solve the consensus problem. Finally, two numerical simulations are included to verify the theoretical analysis.

Keywords: Consensus, multi-agent systems, directed spanning tree, the Laplacian matrix.

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Authors: Jung Ah Park, Zhijie Zhao, Doug Young Suh, Joern Ostermann

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In this paper, we propose an effective relay communication for layered video transmission as an alternative to make the most of limited resources in a wireless communication network where loss often occurs. Relaying brings stable multimedia services to end clients, compared to multiple description coding (MDC). Also, retransmission of only parity data about one or more video layer using channel coder to the end client of the relay device is paramount to the robustness of the loss situation. Using these methods in resource-constrained environments, such as real-time user created content (UCC) with layered video transmission, can provide high-quality services even in a poor communication environment. Minimal services are also possible. The mathematical analysis shows that the proposed method reduced the probability of GOP loss rate compared to MDC and raptor code without relay. The GOP loss rate is about zero, while MDC and raptor code without relay have a GOP loss rate of 36% and 70% in case of 10% frame loss rate.

Keywords: Relay communication, Multiple Description Coding, Scalable Video Coding

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Authors: Sheroz Khan, A. F. Salami, W. A. Lawal, AHM Zahirul Alam, Shihab Abdel Hameed, M. J. E.Salami

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In this paper, a multi-branch power line is modeled using ABCD matrix to show its worth as a communication channel. The model is simulated using MATLAB in an effort to investigate the effects of multiple loading, multipath, and those as a result of load mismatching. The channel transfer function is obtained and investigated using different cable lengths, and different number of bridge taps under given loading conditions.

Keywords: Power line Communication, Transfer Function, Channel Modeling, Signal Transmission.

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Authors: Fengxia Zheng

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By using two new fixed point theorems for mixed monotone operators, the positive solution of nonlinear fractional differential equation boundary value problem is studied. Its existence and uniqueness is proved, and an iterative scheme is constructed to approximate it.

Keywords: Fractional differential equation, boundary value problem, positive solution, existence and uniqueness, fixed point theorem, mixed monotone operator.

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Authors: Lubna Alhinti, Heidi Christensen, Stuart Cunningham

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People with speech disorders may rely on augmentative and alternative communication (AAC) technologies to help them communicate. However, the limitations of the current AAC technologies act as barriers to the optimal use of these technologies in daily communication settings. The ability to communicate effectively relies on a number of factors that are not limited to the intelligibility of the spoken words. In fact, non-verbal cues play a critical role in the correct comprehension of messages and having to rely on verbal communication only, as is the case with current AAC technology, may contribute to problems in communication. This is especially true for people’s ability to express their feelings and emotions, which are communicated to a large part through non-verbal cues. This paper focuses on understanding more about the non-verbal communication ability of people with dysarthria, with the overarching aim of this research being to improve AAC technology by allowing people with dysarthria to better communicate emotions. Preliminary survey results are presented that gives an understanding of how people with dysarthria convey emotions, what emotions that are important for them to get across, what emotions that are difficult for them to convey, and whether there is a difference in communicating emotions when speaking to familiar versus unfamiliar people.

Keywords: Alternative and augmentative communication technology, dysarthria, speech emotion recognition, VIVOCA.

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Authors: Benshi Zhu

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In this paper, multiple positive solutions for semipositone discrete eigenvalue problems are obtained by using a three critical points theorem for nondifferentiable functional.

Keywords: Discrete eigenvalue problems, positive solutions, semipositone, three critical points theorem

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Authors: P. H. Mukti, I. Kurniawati, F. Oktaviansyah, A. D. Adhitya, N. Rachmadani, R. Corputty, G. Hendrantoro, T. Fukusako

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HF Communication system is one of the attractive fields among many researchers since it can be reached long-distance areas with low-cost. This long-distance communication can be achieved by exploiting the ionosphere as a transmission medium for the HF radio wave. However, due to the dynamic nature of ionosphere, the channel characteristic of HF communication has to be investigated in order to gives better performances. Many techniques to characterize HF channel are available in the literature. However, none of those techniques describe the HF channel characteristic in low-latitude regions, especially equatorial areas. Since the ionosphere around equatorial region has an ESF phenomenon, it becomes an important investigation to characterize the wideband HF Channel in low-latitude region. On the other sides, the appearance of software-defined radio attracts the interest of many researchers. Accordingly, in this paper a SDR-based channel measurement system is proposed to be used for characterizing the HF channel in low-latitude region.

Keywords: Channel Characteristic, HF Communication System, LabVIEW, Software-Defined Radio, Universal Software Radio Pheripheral.

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Authors: Jiří Barta

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The paper deals with results of a project “Interoperability Workplaces to Support Teaching of Security Management in a Computer Network". This project is focused on the perspectives and possibilities of "new approaches" to education, training and crisis communication of rescue teams in the Czech Republic. It means that common technologies considering new perspectives are used to educate selected members of crisis management. The main part concentrates on possibilities of application of new technology and computer-aided tools to education and training of Integrated Rescue System teams.This project uses the COST principle for the creation of specialized centers and for all communication between these workplaces.

Keywords: Communication of Crisis Management, Information System, Interoperability, specializedcenter, Security Oriented Information System.

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Authors: B. Kuiper

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When Dwight D. Eisenhower delivered his final Presidential speech in 1961, he was using the opportunity to bid farewell to America, but he was also trying to warn his fellow countrymen about deeper challenges threatening the country. In this analysis, Eisenhower’s speech is examined in light of the impact it had on American culture, communication concepts, and political ramifications. The paper initially highlights the previous literature on the speech, especially in light of its 50^th anniversary, and reveals a man whose main concern was how the speech’s words would affect his beloved country. The painstaking approach to the wording of the speech to reveal the intent is key, particularly in light of analyzing the motivations according to “virtuous communication.” This philosophical construct indicates that Eisenhower’s Farewell Address was crafted carefully according to a departing President’s deepest values and concerns, concepts that he wanted to pass along to his successor, to his country, and even to the world.

Keywords: Eisenhower, mass communication, political speech, rhetoric.

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

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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: Muthana Saleh Alalaki, Michael Opoku Agyeman

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The growth in the number of Intellectual Properties (IPs) or the number of cores on the same chip becomes a critical issue in System-on-Chip (SoC) due to the intra-communication problem between the chip elements. As a result, Network-on-Chip (NoC) has emerged as a system architecture to overcome intra-communication issues. This paper presents a study of recent contributions on simulation tools for NoC. Furthermore, an overview of NoC is covered as well as a comparison between some NoC simulators to help facilitate research in on-chip communication.

Keywords: Network-on-Chip, System-on-Chip, embedded systems, computer architecture.

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Authors: Yongkun Li, Erliang Xu

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In this paper, by using Mawhin-s continuation theorem of coincidence degree theory, we establish the existence of multiple positive periodic solutions of a competitor-competitor-mutualist Lotka-Volterra system with harvesting terms. Finally, an example is given to illustrate our results.

Keywords: Positive periodic solutions, competitor-competitor mutualist Lotka-Volterra systems, coincidence degree, harvesting term.

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Authors: Kaihong Zhao

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In this paper, the existence of 2n positive periodic solutions for n species non-autonomous Lotka-Volterra cooperative systems with harvesting terms is established by using Mawhin-s continuation theorem of coincidence degree theory and matrix inequality. An example is given to illustrate the effectiveness of our results.

Keywords: Multiple positive periodic solutions, Nonautonomous Lotka-Volterra cooperative system, Coincidence degree, Harvesting term.

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Authors: Boudene Maamar, Xu Mai

Abstract:

Optical Intersatellite Links (OISLs) are wireless communications using optical signals to interconnect satellites. It is expected to be the next generation wireless communication technology according to its inherent characteristics like: an increased bandwidth, a high data rate, a data transmission security, an immunity to interference, and an unregulated spectrum etc. Optical space links are the best choice for the classical communication schemes due to its distinctive properties; high frequency, small antenna diameter and lowest transmitted power, which are critical factors to define a space communication. This paper discusses the development of free space technology and analyses the parameters and factors to establish a reliable intersatellite links using an optical signal to exchange data between satellites.

Keywords: Optical intersatellite links, optical wireless communications, free space optical communications, next generation wireless communication.

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Authors: C. Chanapromma, T. Worachak, P. Silapan

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This paper presents positive and negative full-wave rectifier. The proposed structure is based on OTA using commercially available ICs (LT1228). The features of the proposed circuit are that: it can rectify and amplify voltage signal with controllable output magnitude via input bias current: the output voltage is free from temperature variation. The circuit description merely consists of 1 single ended and 3 fully differential OTAs. The performance of the proposed circuit are investigated though PSpice. They show that the proposed circuit can function as positive/negative full-wave rectifier, where the voltage input wide-dynamic range from -5V to 5V. Furthermore, the output voltage is slightly dependent on the temperature variations.

Keywords: Full-wave rectifier, Positive/negative, OTA, Electronically controllable, Wide-dynamic range

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Authors: Tiina Brandt, Isaac Wanasika

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Culturally diverse global companies need to understand cultural differences between leaders and employees from different backgrounds. Communication is culturally contingent and has a significant impact on effective execution of leadership goals. The awareness of cultural variations related to communication and interactions will help leaders modify their own behavior, and consequently improve the execution of goals and avoid unnecessary faux pas. Our focus is on young adults that have experienced cultural integration, culturally diverse surroundings in schools and universities, and cultural travels. Our central research problem is to understand the impact of different national cultures on communication. We focus on four countries with distinct national cultures and spatial distribution. The countries are Finland, Indonesia, Russia and USA. Our sample is based on business students (n = 225) from various backgrounds in the four countries. Their responses of communication and leadership styles were analyzed using ANOVA and post-hoc test. Results indicate that culture impacts on communication behavior. Even young culturally-exposed adults with cultural awareness and experience demonstrate cultural differences in their behavior. Apparently, culture is a deeply seated trait that cannot be completely neutralized by environmental variables. Our study offers valuable input for leadership training programs and for expatriates when recognizing specific differences on leaders’ behavior due to culture.

Keywords: Culture, communication, Finland, Indonesia, Russia, USA.

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Authors: Asim Majeed, Anwar Ul Haq, Mike, Lloyd-Williams, Arshad Jamal, Usman Butt

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This study aims to investigate the impact of data leak of M&S customers on digital communities. Modern businesses are using digital communities as an important public relations tool for marketing purposes. This form of communication helps companies to build better relationship with their customers which also act as another source of information. The communication between the customers and the organizations is not regulated so users may post positive and negative comments. There are new platforms being developed on a daily basis and it is very crucial for the businesses to not only get themselves familiar with those but also know how to reach their existing and perspective consumers. The driving force of marketing and communication in modern businesses is the digital communities and these are continuously increasing and developing. This phenomenon is changing the way marketing is conducted. The current research has discussed the implications on M&S business performance since the data was exploited on digital communities; users contacted M&S and raised the security concerns. M&S closed down its website for few hours to try to resolve the issue. The next day M&S made a public apology about this incidence. This information was proliferated on various digital communities and it has impacted negatively on M&S brand name, sales and customers. The content analysis approach is being used to collect qualitative data from 100 digital bloggers including social media communities such as Facebook and Twitter. The results and finding provide useful new insights into the nature and form of security concerns of digital users. Findings have theoretical and practical implications. This research will showcase a large corporation utilizing various digital community platforms and can serve as a model for future organizations.

Keywords: Digital, communities, performance, dissemination, implications, data, exploitation.

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Authors: Yasmin Tantawi, Mary Beth Rosson

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In response to the dearth of information about emoji use for different purposes in different settings, this paper investigates the paralinguistic function of emojis within Twitter communication in the United States. To conduct this investigation, the Twitter feeds from 16 population centers spread throughout the United States were collected from the Twitter public API. One hundred tweets were collected from each population center, totaling to 1,600 tweets. Tweets containing emojis were next extracted using the “emot” Python package; these were then analyzed via the IBM Watson API Natural Language Understanding module to identify the topics discussed. A manual content analysis was then conducted to ascertain the paralinguistic and emotional features of the emojis used in these tweets. We present our characterization of emoji usage in Twitter and discuss implications for the design of Twitter and other text-based communication tools.

Keywords: Computer mediated communication, content analysis, paralinguistics, sociology.

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Authors: Berlin Yu

Abstract:

Motivated by Berman et al. [Sign patterns that allow eventual positivity, ELA, 19(2010): 108-120], we concentrate on the potential eventual positivity of irreducible tridiagonal sign patterns. The minimal potential eventual positivity of irreducible tridiagonal sign patterns of order less than six is established, and all the minimal potentially eventually positive tridiagonal sign patterns of order · 5 are identified. Our results indicate that if an irreducible tridiagonal sign pattern of order less than six A is minimal potentially eventually positive, then A requires the eventual positivity.

Keywords: Eventual positivity, potentially positive sign pattern, tridiagnoal sign pattern, minimal potentially positive sign pattern.

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Authors: Seung-Jun Yu, Young-Min Ko, Hyoung-Kyu Song

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Recently developed cooperative diversity scheme enables a terminal to get transmit diversity through the support of other terminals. However, most of the introduced cooperative schemes have a common fault of decreased transmission rate because the destination should receive the decodable compositions of symbols from the source and the relay. In order to achieve high data rate, we propose a cooperative scheme that employs hierarchical modulation. This scheme is free from the rate loss and allows seamless cooperative communication.

Keywords: Cooperative communication, hierarchical modulation, high data rate, transmission scheme.

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Authors: Tamara Anderson, Neela Badrie

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Consumers are demanding novel beverages that are healthier, convenient and have appealing consumer acceptance. The objectives of this study were to investigate the effects of adding grape polyphenols and the influence of presenting health claims on the sensory acceptability of wines. Fresh red sorrel calyces were fermented into wines. The total soluble solids of the pectinase-treated sorrel puree were from 4°Brix to 23.8°Brix. Polyphenol in the form of grape pomace extract was added to sorrel wines (w/v) in specified levels to give 0. 25. 50 and 75 ppm. A focus group comprising of 12 panelists was use to select the level of polyphenol to be added to sorrel wines for sensory preference The sensory attributed of the wines which were evaluated were colour, clarity, aroma, flavor, mouth-feel, sweetness, astringency and overall preference. The sorrel wine which was most preferred from focus group evaluation was presented for hedonic rating. In the first stage of hedonic testing, the sorrel wine was served chilled at 7°C for 24 h prior to sensory evaluation. Each panelist was provided with a questionnaire and was asked to rate the wines on colour, aroma, flavor, mouth-feel, sweetness, astringency and overall acceptability using a 9-point hedonic scale. In the second stage of hedonic testing, the panelist were instructed to read a health abstract on the health benefits of polyphenolic compounds and again to rate sorrel wine with added 25 ppm polyphenol. Paired t-test was used for the analysis of the influence of presenting health information on polyphenols on hedonic scoring of sorrel wines. Focus groups found that the addition of polyphenol addition had no significant effect on sensory color and aroma but affected clarity and flavor. A 25 ppm wine was liked moderately in overall acceptability. The presentation of information on the health benefit of polyphenols in sorrel wines to panelists had no significant influence on the sensory acceptance of wine. More than half of panelists would drink this wine now and then. This wine had color L 19.86±0.68, chroma 2.10±0.12, hue° 16.90 ±3.10 and alcohol content of 13.0%. The sorrel wine was liked moderately in overall acceptability with the added polyphenols.

Keywords: Sorrel wines, Roselle Hibiscus sabdariffa L, novel wine, polyphenols, health benefits, physicochemical properties.

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Authors: Ming-Ta Yang, Jyh-Cherng Gu, Po-Chun Lin, Yen-Lin Huang, Chun-Wei Huang, Jin-Lung Guan

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Since IEC61850 substation communication standard represents the trend to develop new generations of Substation Automation System (SAS), many IED manufacturers pursue this technique and apply for KEMA. In order to put on the market to meet customer demand as fast as possible, manufacturers often apply their products only for basic environment standard certification but claim to conform to IEC61850 certification. Since verification institutes generally perform verification tests only on specific IEDs of the manufacturers, the interoperability between all certified IEDs cannot be guaranteed. Therefore the interoperability between IEDs from different manufacturers needs to be tested. Based upon the above reasons, this study applies the definitions of the information models, communication service, GOOSE functionality and Substation Configuration Language (SCL) of the IEC61850 to build the concept of communication protocols, and build the test environment. The procedures of the test of the data collection and exchange of the P2P communication mode and Client / Server communication mode in IEC61850 are outlined as follows. First, test the IED GOOSE messages communication capability from different manufacturers. Second, collect IED data from each IED with SCADA system and use HMI to display the SCADA platform. Finally, problems generally encountered in the test procedure are summarized.

Keywords: GOOSE, IEC61850, IED, SCADA.

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Authors: Panikos Heracleous

Abstract:

In this study, the use of silicon NAM (Non-Audible Murmur) microphone in automatic speech recognition is presented. NAM microphones are special acoustic sensors, which are attached behind the talker-s ear and can capture not only normal (audible) speech, but also very quietly uttered speech (non-audible murmur). As a result, NAM microphones can be applied in automatic speech recognition systems when privacy is desired in human-machine communication. Moreover, NAM microphones show robustness against noise and they might be used in special systems (speech recognition, speech conversion etc.) for sound-impaired people. Using a small amount of training data and adaptation approaches, 93.9% word accuracy was achieved for a 20k Japanese vocabulary dictation task. Non-audible murmur recognition in noisy environments is also investigated. In this study, further analysis of the NAM speech has been made using distance measures between hidden Markov model (HMM) pairs. It has been shown the reduced spectral space of NAM speech using a metric distance, however the location of the different phonemes of NAM are similar to the location of the phonemes of normal speech, and the NAM sounds are well discriminated. Promising results in using nonlinear features are also introduced, especially under noisy conditions.

Keywords: Speech recognition, unvoiced speech, nonlinear features, HMM distance measures

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Authors: Zuzana Dideková, Beata Mikovičová

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Characterization of radio communication signals aims at automatic recognition of different characteristics of radio signals in order to detect their modulation type, the central frequency, and the level. Our purpose is to apply techniques used in image processing in order to extract pertinent characteristics. To the single analysis, we add several rules for checking the consistency of hypotheses using fuzzy logic. This allows taking into account ambiguity and uncertainty that may remain after the extraction of individual characteristics. The aim is to improve the process of radio communications characterization.

Keywords: fuzzy classification, fuzzy inference system, radio communication signals, telecommunications

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Authors: Rachel C. F. Sun

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This study examined the predictive effects of moral competence, prosocial norms and positive behavior recognition on school misbehavior among Chinese junior secondary school students. Results of multiple regression analysis showed that students were more likely to misbehave in school when they had lower levels of moral competence and prosocial norms, and when they perceived their positive behavior being less likely recognized. Practical implications were discussed on how to guide students to make the right choices to behave appropriately in school. Implications for future research were also discussed.

Keywords: Moral competence, positive behavior recognition, prosocial norms, school misbehavior.

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Authors: Dawei Wang, Rujing Wang, Ying Li, Baozi Wei

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FAQ system can make user find answer to the problem that puzzles them. But now the research on Chinese FAQ system is still on the theoretical stage. This paper presents an approach to semantic inference for FAQ mining. To enhance the efficiency, a small pool of the candidate question-answering pairs retrieved from the system for the follow-up work according to the concept of the agriculture domain extracted from user input .Input queries or questions are converted into four parts, the question word segment (QWS), the verb segment (VS), the concept of agricultural areas segment (CS), the auxiliary segment (AS). A semantic matching method is presented to estimate the similarity between the semantic segments of the query and the questions in the pool of the candidate. A thesaurus constructed from the HowNet, a Chinese knowledge base, is adopted for word similarity measure in the matcher. The questions are classified into eleven intension categories using predefined question stemming keywords. For FAQ mining, given a query, the question part and answer part in an FAQ question-answer pair is matched with the input query, respectively. Finally, the probabilities estimated from these two parts are integrated and used to choose the most likely answer for the input query. These approaches are experimented on an agriculture FAQ system. Experimental results indicate that the proposed approach outperformed the FAQ-Finder system in agriculture FAQ retrieval.

Keywords: FAQ, Semantic Inference, Ontology.

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Authors: Fengxia Zheng, Chuanyun Gu

Abstract:

By using a fixed point theorem of a sum operator, the existence and uniqueness of positive solution for a class of boundary value problem of nonlinear fractional differential equation is studied. An iterative scheme is constructed to approximate it. Finally, an example is given to illustrate the main result.

Keywords: Fractional differential equation, Boundary value problem, Positive solution, Existence and uniqueness, Fixed point theorem of a sum operator.

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Authors: Young Wook Lee, Sun-Jae Kim, Soo-Yeon Lee, Moon-Kyu Song, Woo-Geun Lee Min-Koo Han

Abstract:

We have fabricated a-IGZO TFT and investigated the stability under positive DC and AC bias stress. The threshold voltage of a-IGZO TFT shifts positively under those biases, and that reduces on-current. For this reason, conventional shift-register circuit employing TFTs which stressed by positive bias will be unstable, may do not work properly. We have designed a new 6-transistor shift-register, which has less transistors than prior circuits. The TFTs of the proposed shift-register are not suffering from positive DC or AC stress, mainly kept unbiased. Despite the compact design, the stable output signal was verified through the SPICE simulation even under RC delay of clock signal.

Keywords: Indium Gallium Zinc Oxide (IGZO), Thin FilmTransistor (TFT), shift-register

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Authors: O. Mauroner, L. Le, S. Best

Abstract:

Digital technologies offer many opportunities in the design and implementation of brand communication and advertising. Augmented reality (AR) is an innovative technology in marketing communication that focuses on the fact that virtual interaction with a product ad offers additional value to consumers. AR enables consumers to obtain (almost) real product experiences by the way of virtual information even before the purchase of a certain product. Aim of AR applications in relation with advertising is in-depth examination of product characteristics to enhance product knowledge as well as brand knowledge. Interactive design of advertising provides observers with an intense examination of a specific advertising message and therefore leads to better brand knowledge. The elaboration likelihood model and the central route to persuasion strongly support this argumentation. Nevertheless, AR in brand communication is still in an initial stage and therefore scientific findings about the impact of AR on information processing and brand attitude are rare. The aim of this paper is to empirically investigate the potential of AR applications in combination with traditional print advertising. To that effect an experimental design with different levels of interactivity is built to measure the impact of interactivity of an ad on different variables o advertising effectiveness.

Keywords: Advertising effectiveness, augmented reality, brand communication, brand recall, interactivity.

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