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This study aims to identify the archetypes, moral foundations and plots associated with veganism through the stories told by vegan bloggers and the effect on mainstreaming of this ideology.

Narrative data was collected from 15 publicly available vegan blogs. Underlying archetypes, morals and story plots were identified and presented as a “story re-told,” highlighting the context and content of what was being said by the protagonists and associated meanings.

The analysis revealed three moral foundations on which vegan ideology is built: sanctity of life, enacting the authentic self and freedom. A universal hero archetype was also unearthed; however, the moral orientation of the storyteller (agency vs communal) dictated how these morals and archetypes were expressed.

Through the use of common story archetypes, master plots and moral foundations, a deeper understanding of vegans and the choices they make is facilitated, thus making vegan ideology appear less threatening. Storytelling plays an important role in establishing connections through commonality.

This study applies cultivation theory, storytelling analysis and archetype theory to reveal how vegan bloggers counteract mass media cultivation of vegan stereotypes through the stories they tell. We offer a more robust description of vegans, moving beyond stereotypes, and the morals driving behavior. Moreover, a unique mechanism of mainstreaming is exposed that shows vegans connect with people by tapping into universal archetypes and morals that anyone can relate to and relive.

The purpose of this paper is to apply cultivation theory to social network sites by investigating how Facebook uses cultivates users' ethnic diversity perceptions and attitudes.

The authors’ investigations include an online and offline survey study with 476 Facebook users and a follow-up experiment with 75 individuals.

The authors provide empirical support that Facebook use cultivates ethnic diversity perceptions and ethnic diversity-related attitudes. They show that Facebook use relates to perceptions of ethnic minorities that resemble the world on Facebook that is characterized by high ethnic diversity. The authors further demonstrate that the cultivation of ethnic diversity-related attitudes is mediated by diversity perceptions related to users' close social environment.

Future research should consider culturally and educationally diverse samples as well as longitudinal research designs to address external validity and causality issues.

Algorithms determining the content users are exposed should be thoughtfully curated to avoid attitudinal and ideological polarization.

Facebook can play an important role in positively shaping intergroup relations, thereby countering negative outgroup attitudes, social anxieties and radical right-wing parties.

The authors’ studies extend the scope of cultivation research by identifying a new media vehicle as a source of cultivation influences and shed light on the cultivation-based process of attitude change on social network sites.

This paper proposes defining a methodology of cultivation and integration of communities of practices (CoPs) and to create an evaluation model in organizations.

This research project was based on a qualitative case study design, with main units of analysis being CoPs. The objective was achieved developing an analysis model of CoPs based on the key dimensions created by R. McDermott and studying actual experiences in CoPs integration with this model. The reported research project involves 15 organization actual experiences of CoPs in very different kinds of organizations. Although the study analyzed different kinds of companies, the evaluation methodology is unique.

Based on the results of the study, a cultivation model of CoPs was created, which includes the detection analysis of CoPs in organization, the analysis of CoPs' necessity in organizations, the analysis of the appropriate CoPs in each organization and the evaluation model for the integrated CoPs.

All the actual experiences analyzed are documented cases. Therefore, it is difficult to find failure experiences and most of them are successful cases.

The cultivation model can help managers of any organization in the integration process of CoPs.

The main contribution of this project is the development of a valid and sustainable cultivation model of CoPs in any organization.

A huge amount of data are produced in the agriculture sector. Due to the huge number of these datasets it is necessary to use data analysis techniques in order to comprehend the data and extract useful information. The purpose of this paper is to measure, archetype and mine olea europaea production data.

This work applies three different data mining techniques to data about Olea europaea var. media oblonga from the island of Thassos, at the northern part of Greece. The data were from 1,063 farmers from three different municipalities of Thassos, namely Kallirachi, Limenaria and Prinos and concerned the year 2010. They were analysed using the classification algorithm OneR, the clustering algorithm k‐means and the association rule mining algorithm, Apriori from the WEKA data mining package. Also, new measures which quantify the performance of the productions of olives and oil are applied. Finally, archetypal analysis is applied in order to distinguish the most typical/stereotype farms for each region and describe their specific characteristics.

The results indicate that organic cultivation could improve the production of olives and olive oil. Furthermore, the climate differences among the three municipalities seems to be a factor involved in production efficacy.

It is the first time that data from the island of Thassos have been analysed systematically using a variety of data mining methods. Also, the measures proposed in the paper in order to analyse the data are new. Furthermore, archetypal analysis is proposed as a method to extract sterotypes/representative farms from the dataset.

This study seeks to provide further testing of access in the context of government – community relations within the political context of the Republic of North Macedonia. The study analyses relationship cultivation strategy of access and explains how it contributes to achieving trust and relationship satisfaction in government–community relations. This paper also provides insights into the importance of access to achieving positive government–community relations based on mutual trust and satisfaction.

For this research, a qualitative inquiry was conducted, and qualitative in-depth interviewing was used as the main research method. In total, 39 interviews were conducted: 12 interviews with Macedonian civil servants, eight interviews with Albanian civil servants and 19 interviews with Albanians.

The findings of this study showed citizens not to have enough access to government and its institutions. Besides, the results showed access to be crucial to building positive government–community relations based on mutual trust and satisfaction. In particular, discrimination and social distance were crucial in building trust between government and citizens.

The study provided evidence on the importance and contribution of the cultivation strategy of access to government-community relationships in general and to the relational outcomes of trust and satisfaction in particular. The findings supported the initial assumptions that access constitutes an important factor in predicting the government–community relationship quality.

Despite 2016 legalization of recreational cannabis cultivation and sale in California with the passage of Proposition 64, many cannabis businesses operate without licenses. Furthermore, federal regulations disincentivize financial institutions from banking and lending to licensed cannabis businesses. The authors explore the impact of legal cannabis business activity on California financial institutions, the barriers to banking faced by cannabis businesses, and the nontraditional sources of financing used by the industry.

The authors use a mixed methods approach. The authors utilize call data for banks and credit unions headquartered in California and state cannabis licensing data to estimate the impact of the extensive and intensive margins of licensed cannabis activity on key banking indicators using difference-and-difference and fixed effects regressions. The qualitative data come from interviews with industry stakeholders in northern California's “Emerald Triangle” and add important context.

The quantitative results show economically and statistically significant impacts of licensed cannabis activity on banking indicators, suggesting both direct and spillover effects from cannabis activity to the financial sector. However, cannabis businesses report substantial barriers to accessing basic financial services and credit, leading to nontraditional financing arrangements.

The results suggest opportunities for cannabis businesses and financial institutions if regulations are eased and important avenues for further study.

The authors contribute to the nascent literature on cannabis economics and the literature on banking regulation and nontraditional finance.

In an effort to explain the high level of scepticism and distrust towards marketing and marketers, this paper aims to explore how marketing practice and practitioners are depicted in the mass media.

The paper analyses 6,877 news reports that discuss “marketing” across two one-year time periods from three UK newspapers. A systematic content analysis is presented through N-grams and K-grams, close readings of individual cases and manual coding.

The paper finds that the news media cultivates an image of marketing and marketing practitioners as a cost to businesses and something that businesses do to consumers. The study finds that marketers are also presented through a narrow viewpoint. Marketers are depicted as male and tend to be viewed as a source of authority only when speaking on behalf of their organizations in response problems and crises.

The cultivation effect of mass media is widely accepted among communications scholar, yet its use within marketing research is limited. The paper represents an empirical application of this approach.

Organizations including the Chartered Institute of Marketing and American Marketing Association have attempted to counteract marketing’s image problem by redefining what marketing means. The results of this study suggest that such attempts are unlikely to work, as the practice of marketing, in particular PR, cultivates a negative image in the media.

The paper explores the relationship between marketing practice and the marketing profession and society.

The paper demonstrates the utility of cultivation theory and systematic content analyses of media texts. It develops a methodology to examine how professional practice is depicted in mass media.

The purpose of this paper is to examine the cultivation effects of television advertising viewing on the perceived affluence in society and the materialistic value orientations among adolescents in urban and rural China.

The paper shows that a survey of 646 adolescents aged 11 to 17, in Guangzhou City, and in a rural county of Henan Province, was conducted in 2006. Constructs were measured using established scales.

Television advertising viewing demonstrated first‐ and second‐order cultivation effects among urban as well as rural respondents. Heavy television advertising viewers were more likely to have a higher perceived affluence than light television advertising viewers. Heavy television advertising viewers were also more materialistic than light television advertising viewers. When television‐advertising viewing was controlled, urban respondents had a higher perceived affluence, while rural respondents had a higher level of materialism.

Students in grades 7 and 8 were examined only. A convenient sampling method was adopted. The city selected for the study is highly advanced in terms of economical and advertising development compared with most other Chinese cities.

Rural adolescents did not hold strong beliefs about prevalence of affluence in society. Popularity appeal may not be a fruitful marketing communication strategy for durable goods for them. Different marketing communication strategies should be adopted for the urban and rural adolescents as target audience.

The paper is a pioneer work on the study of consumption values of adolescents in urban and rural China.

Crop suitability analysis is vital for identifying a piece of land’s potential for sustainable crop production and aids in the formulation of an effective agricultural management plan. This study aims to conduct crop suitability analysis of prominent Kharif (rice and maize) and Rabi (potato and wheat) crops in Sirajganj district, a flood-prone area of Bangladesh, and recommend a suitable cropping pattern to mitigate the detrimental effects of flooding.

Various factors such as soil drainage, soil depth, soil moisture, soil texture, soil permeability, soil pH, erosion hazard, nutrient status and flooding risk were considered for this study. For all four crops, the weights of each factor were determined using the analytical hierarchy process approach, and the scores of each subfactor were assigned on the basis of favorable circumstances of crop cultivation. Using the weighted overlay analysis in the ArcGIS 10.3 environment, the crop suitability maps were generated and were divided into four suitable classes. Geographic information system integration of crop suitability for all the crops determined the suitable cropping pattern of the study area in Kharif and Rabi seasons.

A vast portion of the study area covering 64.80% of the total land is suitable for cultivating either rice or maize in Kharif season followed by either potato or wheat in Rabi season. Other suitable cropping pattern for Kharif and Rabi seasons found in the study area are rice-wheat, rice-wheat/potato, rice/maize-wheat and rice/maize-potato, which covers a little portion of the study area.

This research validates the suitable location of crop cultivation on the basis of flooding occurrences in the locality.

The purpose of this study is analysis on fluid flow characteristics inside a modified designed spiral bubble column photo-bioreactor. Available fluid dynamic simulation of bubble column reactor (BCR) (which is well-known conventional photobioreactor) had shown significance contribution over the past two decades, where the fluid dynamics of the culture medium and mixing will influence the average irradiance and the light regimen to which the cells are exposed. This enhances the growth. To develop this, and also to cut down the cost parameter involving the production of biodiesel from algae, the growth rate of algae has to be enhanced.

Some design modification through a staggered spiral-path inside the bubble column design had been proposed and comparative simulation of the modified design has been reported. Three-dimensional simulations of gas–liquid flow both in the BCR and spiral path column reactor have been carried out using the Euler–Euler approach. Various graphs are plotted, and from comparing, it has been seen that the proposed reactor will enhance better mixing rate, which could help the growth rate in microalgae in the present proposed model. In this paper, an earnest attempt had made to carry out computational simulation of conventional BCR and designed reactor used for cultivation of microalgae which had analyzed using commercial code ANSYS 14.

From this work, it was observed that the average turbulence kinetic energy fluctuates more in designed reactor over the conventional photo bioreactor, which will in turn increase diffusivity and enhance transfer of mass, momentum and energy. The results provide comprehensive information concerning effect of fluid flow characteristics inside a modified designed spiral bubble-column photo-bioreactor.

Some of our earlier published results (www.scientific.net/AMM.592-594.2427) are also referred in this paper. This work had been performed under the financial aid from RPS project (no. 8,023/RID/RPS/27/11/12), sponsored by All India Council for Technical Education.