Theses

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  • #JustDoIt: Brand-to-Consumer Interaction via Twitter
    #JustDoIt: Brand-to-Consumer Interaction via Twitter
    Nike’s “Possibilities” campaign has become a prime example for social media adoption in marketing. In August 2013, Nike had asked its consumers to redefine “Just Do It” by taking to Twitter and sharing their athletic achievements under the #JustDoIt hashtag. The iconic slogan has since then evolved from a mere promotional message to a trending Twitter topic that continues to engage consumers today. By examining Nike’s #JustDoIt Twitter conversation, marketing professionals and scholars alike can develop a more informed understanding of how Twitter facilitates interaction between a brand and its consumers. The paper aims to explore how Twitter can be used to develop and maintain relationships between businesses and consumers by examining the interactions within Nike’s #JustDoIt conversation. Using Bakhtin’s (1981) notion of heteroglossia and Zappavigna’s (2011) interpretation of the imagined audience and ambient affiliation, this paper will conceptualize the interactions that took place and demonstrate their applications to the practice of social business (Rajagopal, 2013) and Integrated Marketing Communication (Kapoor, Jayasimha, and Sadh, 2013). The research questions are: (1) How does #JustDoIt facilitate interaction between Nike and its consumers? (2) What are Twitter users saying in Nike’s #JustDoIt conversation? (3) To what ends does #JustDoIt serve in Nike’s overall mission? Heteroglossia, the imagined audience, and ambient affiliation are all concepts that can be used to describe user interactions within Twitter hashtags. For businesses, these terms provide a framework for better understanding how branded content can reach audiences on Twitter, thus informing strategies that seek to engage consumers and spark conversations.
    'Natural Conservatives?': Examining the Voting Associations Of Ethnic And Visible Minorty Communities In The Toronto CMA, 2007 to 2011
    'Natural Conservatives?': Examining the Voting Associations Of Ethnic And Visible Minorty Communities In The Toronto CMA, 2007 to 2011
    The Conservative Party of Canada attributed its successful breakthrough in the Toronto area during the 2011 Canadian federal election to their engagement of ethnic and visible minority voters, whereas in the past, these voters were associated with the Liberal party. This research study uses spatial and statistical analyses to test patterns of association between the electoral support for the three major parties and presence of ethnic and visible minority communities. The research uses data from the 2006 Census of Canada, as well as the voting results of the 2011 and 2008 federal elections, the 2011 and 2007 Ontario provincial elections and the 2010 Toronto mayoral election. The findings suggest that non-European origin ethnic and visible minority communities are associated with the Liberal party at the federal and provincial levels, but the opposite is true at the municipal level, and the federal Liberals are haemorrhaging support from ethnic and visible minority communities to the Conservatives and NDP. The victories of the federal Conservatives may instead be associated with other factors like vote splitting, low voter turnout, and divisions between urban and suburban areas., Title should read: 'Natural Conservatives?': Examining the Voting Associations Of Ethnic And Visible Minority Communities In The Toronto CMA, 2007 to 2011.
    'Positive' images?: a critical examination of queer visibility in contemporary popular culture.
    'Positive' images?: a critical examination of queer visibility in contemporary popular culture.
    "The past five decades have seen a marked increase in attention to, and representations of, queer people in mainstream popular culture. Within the last ten years, several films and television programs featuring gay men and lesbians have garnered critical acclaim and high ratings among diverse audiences and myriad companies have incorporated queer imagery into their advertising campaigns. Despite fervent protests from socially conservative organizations, this trend shows no signs of abating."--Introduction.
    'Victims' of the status quo: Canada's ongoing marginalization of sex workers.
    'Victims' of the status quo: Canada's ongoing marginalization of sex workers.
    The conflict between a sex worker's natural right to dignity, and the scope of control she can exert over her own body - her rightful property - plays a central part in much of the research and debate surrounding the commercialization of sex, and there is little consensus as to which natural right is of greater fundamental importance. This conflict over the morality and legal rights of sex workers is plainly evident in Canada's own treatment of the issue; spanning a period of over twenty-five years, the research and reports on prostitution commissioned by the federal government constitute several thousand pages of empirical evidence documenting the harm caused by the criminalization of prostitution, yet no changes have been made to the country's Criminal Code provisions since 1986. Throughout these government reports and the testimony of dozens of participants in the 2005 hearings held by the country's Subcommittee on Solicitation Laws, the same conflict of language and ideology is repeated; regardless of the time and location, conversations about prostitution within Canada follow an almost predictable pattern of spinning wheels and little progress. In light of the new opportunity to effect change in Canada's approach to prostitution law, this paper examines the signs and significations evinced in the language of Canada's present laws, and traces the legislative history of sex work in the country as well as the cyclical nature of the observations and conclusions drawn by the many federally-appointed committees charged with addressing the topic. Select witness testimony from hearings conducted by the most recent committee to address the state of prostitution, the Subcommittee on Solicitation Laws, is also reproduced and analyzed. Using the opposing perspectives of victim and rights discourse as a loose framework, particular analytical focus is placed on the language used and ideological beliefs expressed within both the formal reports and testimony. Finally, the core conflicts revealed in Canada's hearings and formal reports on prostitution are placed within a larger body of theory on human agency and the physical body for the purpose of emphasizing the unequivocal necessity of respecting sex workers' autonomy, first and foremost, in any future determination of sex work's place within the social and legal fabric of the country.
    'You have the right to remain silent' an exploration of public perceptions of free speech
    'You have the right to remain silent' an exploration of public perceptions of free speech
    This study explores the online public's reaction to the National Security Agency's surveillance Prism programs in light of the confidential government document leakage to the public on June 7, 2013. Through an in-depth qualitative analysis of top recommended user comments to the news article published in The Guardian describing the technicalities of the Prism program, public perceptions of civil liberties like free speech in new media communication are explored. Overarching themes and salient discourses on the public's understanding of their democratic rights emerged in the analysis. The findings revealed a number of competing views of liberty, and while the majority of the users opposed government surveillance and agreed it was in violation of their rights, further examination revealed a temptation to withdraw from using new media communication susceptible to government surveillance, thereby hindering the Internet's ability to act as a valuable arena for public debate as afforded by new media communication
    (Re)discovering Toronto's waterfront:  infrastructure and connectivity in a post-industrial landscape
    (Re)discovering Toronto's waterfront: infrastructure and connectivity in a post-industrial landscape
    The transition of waterfront land use from industrial to post-industrial is a global phenomenon. There are several forces that are driving this change, including the advancement of shipping technology and the relocation of industrial processes to areas with greater availability of land. In place of industrial uses, many cities have undertaken, or are in the process of undertaking the redevelopment of their waterfront. As a result of past industrial use, there often exists, a significant amount of transportation infrastructure that isolates the city from the waterfront. This paper establishes the context for waterfront redevelopment, before examining the impact of infrastructure urban forms by using the work of Kevin Lynch as a tool for analysis. Several case precedents are used to examine the course of action that other North American cities have pursued to mitigate the impact of infrastructure forms on the waterfront and how they may influence the way Toronto deals with its waterfront infrastructure.
    10-GHz wide tuning-range linear voltage-controlled oscillator
    10-GHz wide tuning-range linear voltage-controlled oscillator
    The current high-growth nature of digital communications demands higher speed serial communication circuits. Present day technologies barely manage to keep up with this demand, and new techniques are required to ensure that serial communication can continnue to expand and grow. The goal of this work is to optimize the performance of an essential building block of serial communication circuits, namely, the phase-locked loop (PLL), so that it can cope with today's high-speed communication. Due to its popularity, the optimization has targeted the charge-pump-based implementqation of the phase-locked loop. This goal is achieved by researching, designing, and evaluating high speed serial communication circuits. Research has involved an in-depth study of the state of the art in high-speed serial communication circuits ; high-speed, controlled oscillators, and CMOS technology. An LC, voltage-controlled oscillator (VCO) is designed in 0.18-micron, mixed-signal, 6-metal-2-poly, CMOS process. A novel tuning technique is employed to tune its output frequency. Simulation results shows that it provides quadrature and differential outputs, operates with 10 GHz center frequency, 600-MHz tuning range centered around its center frequency, and phase noise of -95 dBc/Hz at 1-MHz offset from the fundamental harmonic of its output, and draws 10 ,A of DC current from a single 1.8-V power supply. Also, it exhibits a good linearity throughout its tuning range. The new tuning technique increases the tuning range of the VCO to 6% of its center frequency compared to the 1-to-2% typical value. As its locking performance depends on the characteristic of the employed VCO and to demonstrate the effect of optimizing the tuning range of the VCO, a charge-pump PLL is designed. Simulation results shows that the PLL acquisition range is 300 MHz compared to a maximum value of 100 MHz when a conventional LC VCO is employed. Also, as a measure of its tracking range, the maximum frequency slew rate of its input has improved by 40%.
    2-D Kasai velocity estimation for Doppler optical coherence tomography / by Darren Morofke.
    2-D Kasai velocity estimation for Doppler optical coherence tomography / by Darren Morofke.
    Optical Coherence Tomography (OCT) is a high-resolution, non-invasive technique to image subsurface tissue and tissue functions. A broadband light source illuminates an object and the reflected photons are processed using an interferometer, demodulated into inphase and quadrature components and then digitized. The captured data contains information about the velocity of the moving scatterers but current Doppler estimation algorithms have a limited velocity detection range. Here we demonstrate Doppler OCT (DOCT) detection of in vivo of blood flow in a rat aorta with over 1 m/s peak velocity through an esophageal DOCT probe using a new processing technique. Previous methods have used a transverse Kasai (TK) autocorrelation estimation to estimate the velocity. By calculating the Kasai autocorrelation with a lag in the depth or axial direction, backscattered frequency information is obtained. Through subtraction with stationary backscattered information, the Doppler shift is obtained by the axial Kasai (AK) technique. Maximum non-aliased Doppler frequency estimation using a time domain DOCT system increased from +/-4 kHz to =+/-1.6 MHz. The TK has better velocity resolution in the low flow rate range and when combined with the AK we demonstrate a dynamic frequency range over 100 dB with a velocity detection range from 10 [micro]m/s to over 1 m/s. This velocity range spans from microcirculation to cardiac blood flow velocities.
    3-D Fibrous Network of TiO2 Nanoparticles: Raman Sensor Development
    3-D Fibrous Network of TiO2 Nanoparticles: Raman Sensor Development
    A 3-D nano-fiber particle network of TiO2 nanoparticles is synthesized by pulsed femtosecond laser irradiation of a pure Ti substrate. This study investigated the properties of the resulting nanostructure for chemical and biomolecular detection by Raman spectroscopy. Controlled tuning of surface roughness, porosity and depth of the 3-D network were found to directly influence Raman detection. The presented findings support a previously unrealized detection capacity by TiO2. Crystal violet was used to test the Surface-Enhanced Raman Spectroscopy (SERS) performance of the developed TiO2 sensor pads. The corresponding Raman enhancement factor was determined to be 1.3x106 which is directly comparable to commercial Ag and Au based Raman substrates. Bisphenol-A and diclofenac sodium salt were introduced into drinking water and tested with various sensor pads to develop a Raman detection map. The results suggest an affinity towards uniform TiO2 3-D nanofibrous networks.
    3-D finite element analysis of laterally loaded short shafts in soil
    3-D finite element analysis of laterally loaded short shafts in soil
    The objective of this research is to conduct an optimized design of drilled shaft foundation for noise barrier walls. A non-linear three-dimensional (3D) finite element method (FEM) program, Plaxis 3D, is used to investigate the behaviour of laterally loaded shafts. Two published cases are used to calibrate the modelling method and validate the numerical results. In the case of a field test performed by Helmers (1997), FEM results agree very well with field tests in terms of ultimate load and deflection curves. In the laboratory test conducted by Uncuoglu & Laman (2011) case, numerical results agree well with their results except the soil-shaft interface modelling part. The Plaxis 3D embedded pile model tends to overestimate the lateral load capacity of a smooth pile. Though it is satisfactory in modelling a pile with a “rough” surface. Two theoretical formulas in estimating lateral capacity of piles are also compared with the FEM results. It is found that Broms’s (1964b) theory for cohesionless soils has underestimated the lateral load capacities and Brinch-Hansen’s (1961) theory provides a more accurate estimation. In summary, 3-D FEM is able to accurately simulate the behaviour of laterally loaded drilled shafts in soil.
    3-D modeling and simulation of crystal growth of GE₀.₉₈ Si₀.₀₂ under the influence of various gravity levels, G-jitter and rotating magnetic field using traveling solvent method
    3-D modeling and simulation of crystal growth of GE₀.₉₈ Si₀.₀₂ under the influence of various gravity levels, G-jitter and rotating magnetic field using traveling solvent method
    A three-dimensional numerical simulation was conducted to study the effect of a rotating magnetic (RMF) field on the fluid flow, heat transfer and mass transfer in the presence of various gravity levels by utilizing the traveling solvent method (TSM). The presence of the RMF suppressed the buoyancy convection in the GE₀.₉₈ Si₀.₀₂ solution zone in order to get homogeneity with a flat growth interface. It was found that the intensity of the flow at the centre of the crucible decreased at a faster rate compared to the flow near the walls when increasing magnetic field intensity is combined with a certain rotational speed. This behavior created a stable and uniform silicon distribution in the horizontal plane near the growth interface in the terrestrial condition. Different magnetic field intensities for different rotational speeds were examined in both terrestrial and micro-gravity conditions. The effects of residual acceleration, known as G-jitter, on board the International Space Station and European Space Orbiter were also investigated.