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It is generally accepted that massage can provide a lot of benefits to human health, especially for the brain functions. Little is known about the effect of unilateral massage on the brain activities. Nowadays, Swedish massage is a modern massage technique that is popular in both treatment and research fields. The purpose of this paper is to investigate the effect of unilateral Swedish massage on brain activities with electroencephalography (EEG) recording.

In total, 18 healthy adult participants (5 men, 13 women) aged between 22 and 36 years were massaged over one side of arm, forearm, hand, neck and face. Then the same procedures were repeated to another side of the body. EEG was recorded before (baseline) and during each massage condition. The absolute power of four common brain waves consisting of δ (0.5-4 Hz), θ (4-8 Hz), α (8-13 Hz), and β activities (13-30 Hz) from the quantitative EEG analysis between baseline and each massage condition were used to compare with the paired t-test.

The study found the reduction of δ and θ powers over bilateral frontal, fronto-central, and central areas. The increments of α power over the similar brain areas were also observed. These findings indicated the generalized effect of unilateral Swedish massage for inducing relaxation. Moreover, the significant reduction of β power was also found over right central area when left-arm massage was applied. This finding revealed the initial inhibitory effect of Swedish massage over right somatosensory cortex that received sensory stimulation through massage from left side of the body.

Unilateral Swedish massage induced the inhibitory effect at the contralateral somatosensory cortex and then produced the generalized effect which is compatible with relaxation.

A Crown Court hearing of a charge of applying a false A description under S.2, Trade Descriptions Act, 1968, is given in some detail under Legal Proceedings in this issue of BFJ. It concerns using the word “ham”, ie., the natural leg of a single pig, to various pieces from several pigs, deboned, defatted, “tumbled, massaged and cooked” in a mould shaped to a leg of ham, from which the average purchaser would find it impossible to distinguish. As the defence rightly claimed, this process has been used for at least a couple of decades, and the product forms a sizeable section of the bacon trade. Evidence by prosecution witnesses, experienced shop managers, believed the product to be the genuine “ham”. There is nothing detrimental about the meat, save that it tends to contain an excess of added water, but this applies to many meat products today; or that the manufacturers are setting out to cheat the consumer. What offends is the description given to the product. Manufacture was described in detail—a county trading standards officer inspected the process at the defendant company's Wiltshire factory, witness to the extent of their co‐operation—and was questioned at great length by defending counsel. Specimens of the product were exhibited and the jury were treated to a tasting test—presumably designed to refute prosecution's claim that the meat was of “poor value”. The trial judge said the jury had no doubt been enlightened as to the methods of manufacturing ham. The marketing of the product was also a subject of examination.

This chapter is structured for teaching young learners with physical (orthopedic) disabilities in special education. Orthopedic impairments encompass a range of disabling conditions. Orthopedic impairments are typically grouped into three main categories: (1) congenital anomalies (CA) such as absence of a member or clubfoot, (2) impairments caused by disease such as bone tuberculosis (TB) or poliomyelitis, or (3) impairments for other causes to include amputations, fractures, cerebral palsy (CP), burns, or fractures. In the chapter, the authors present definitions of various orthopedic impairments and discuss their respective etiologies followed by discussions of specific disabling conditions. Students with orthopedic impairments present both challenges and opportunities to special education teachers as is evident in the following case of Amira, a girl with asthma and CP.

This paper aims to synthesize the widespread economic impact of the outbreak of COVID-19 and presents a new concept, service mega-disruptions (SMDs), which refers to fast moving market disturbances at a massive scale caused by a pandemic. The purpose of this paper is to offer a framework to recognize the impact of SMDs on service ecosystems and a call to action for service researchers in light of the COVID-19 outbreak.

This paper presents an overview of massive market disturbances that is observed across multiple service sectors based on current news reports. It then develops themes for timely and actionable research for service scholars.

The outbreak of COVID-19 demonstrates that both service industries and the service research community face a new reality, something that we are not well-prepared to handle. A new framework is needed to understand the impact of such virus outbreaks, and current service marketing concepts need to be re-investigated from a new perspective.

This paper contributes to the literature and service research community by addressing the phenomenon of SMDs by curating a framework and collection of research themes to understand what we observe and what we need to learn to do better in the future.

Relationships are socially constructed by companies in interaction. This study explains the dynamic character of business-to-business relationships with the aid of rules theory, a theory borrowed from the communications field. Two forms of rules are identified: constitutive rules guide the interpretation of the other's acts, and regulative rules guide the appropriate response to the interpreted act. Rules theory asserts that companies act as if applying these rules. Relationships provide not only the context in which the parties’ acts are performed but are also the result of such acts. Thus, relationships are potentially reshaped each time one party performs an act and the other party gives meaning to that act and reacts.

This paper reports the results of a three-year-long research on business relationships, relying on qualitative data gathered through multiple-case study research of four focal companies operating in Australia. The industry settings are as follows: steel construction, vegetable oils trading, aluminum and steel can manufacture, and imaging solutions. The research analyzes two main aspects of relationships: structure and process. This paper deals with structure describing it by the most desired features of intercompany relationships for each focal company. The primary research data have been coded drawing on extant research into business relationships. The main outcome of this part of the research is a five construct model composed by trust, commitment, bonds, distance, and information sharing that accounts for all informants’ utterances about relationship structure.

The purpose of this paper is to analyze the corona discharge films (CDFs) taken from the fingertips of human subjects who had contact for a long period of time with two sets of clothes, in order to establish in what way a long period of contact with textiles influences life's parameters: the heart beat (HB), the blood pressure (BP), and the volunteers' level of comfort.

Three volunteers took part in the experiments. They were placing a fingertip in the area of a strong electrical field of high voltage (10 kV) and high frequency (1,024 Hz) to register a CDF. A digital camera placed within the area of corona discharges records this phenomenon.

The paper finds that there is no statistical difference between the parameters of a CDF taken from the fingertips of volunteers after 5 h of wearing two sets of clothes. There is a connection between the level of comfort of the volunteers and their CDF.

The CDF shows the consequence of the different factors, impact on human subjects. The authors are moderate in their opinion about the influence of extreme textiles‐related feelings.

Language is a fundamental and yet extraordinarily powerful medium. Language is more than the primary feature distinguishing humans from other species. As our principle means of communication, language links us to culture, and in so doing, shapes our perceptions and determines the way in which we think (Clark, Eschholz & Rosa, 1981; Thorne, Kramarae & Henley, 1983). Language is inseparable from social life. Through language, individuals learn cultural patterns and political and social values (Mueller, 1973). Language also reflects the prejudices of society, with assumptions about relative status, power or appropriate behavior often built into the words we use to talk about different groups of people. As Frank and Anshen (1983) note, ageism, racism, and most importantly for this discussion, sexism, are all perpetuated by our language, even among those who consciously reject those prejudices.

The purpose of this paper is to argue for the importance of separating out three key dimensions of culture’s value – definition, measurement and cultural reporting. This has implications for the balance between quantitative and qualitative methodologies in achieving a meaningful context for interpreting numbers-based cultural data, as well as for the management of reporting regimes – the process by which value is “conferred” – by individual cultural organisations and events. It concludes with a brief sketch of a new set of priorities for assessment processes based on a less unitized, more cooperative understanding of cultural value (a Total Cultural Value exercise)

This paper is a keynote address from the Global Events Congress.

Valuation processes are comparative processes. They involve benchmarking, standardisation, unitisation and ranking. Cultural activities have an incommensurable aspect that makes them resist this kind of assessment and not infrequently make a nonsense of it. This makes it difficult for policy makers to choose between them from a resource perspective. No new proof of worth is going to change this fundamental characteristic of culture. A Total Cultural Value exercise is “allocutionary” and helps cultural programmes “make a case” based on best use of the available data and a meta-cognitive appreciation of the biases different proofs of worth involve.

Total Cultural Value is a new concept developed to bring quantitative and qualitative methods for valuing arts and culture together