SERVICE NEEDS FORECASTING: An Approach for the Motor Industry Using Analogies with Medical ER Management Models.

During the past years, the industry has shifted position and moved towards “the luxury universe” whose customers are demanding, treating individuals as unique and valued customer for the business, offering vehicles produced with the state of the art technologies and implementing the highest finishing standards. Due to the competitive level in the market, motor makers enable processes which equalizes customer services to E.R. management, being dealt with the maximum urgency that allows the comparison between both, car workshops and emergency rooms, where workshop bays or ramps will be equal to emergency boxes and skilled technicians are equivalent to the health care specialist, who will carry out tests and checks prior to afford any final operation, keeping the “patient” under control before it is back to normal utilization. This paper ratify a valid model for the automotive industry to estimate customer service demand forecasting under variable demand conditions using analogies with patient demand models used for the medical ER

Therapeutic metaphors in engineering: how to cure a building structure

Cognitive linguistics have conscientiously pointed out the pervasiveness of conceptual mappings, particularly as conceptual blending and integration, that underlie language and that are unconsciously used in everyday speech (Fauconnier 1997, Fauconnier & Turner 2002; Rohrer 2007; Grady, Oakley & Coulson 1999). Moreover, as a further development of this work, there is a growing interest in research devoted to the conceptual mappings that make up specialized technical disciplines. Lakoff & Núñez 2000, for example, have produced a major breakthrough on the understanding of concepts in mathematics, through conceptual metaphor and as a result not of purely abstract concepts but rather of embodiment. On the engineering and architecture front, analyses on the use of metaphor, blending and categorization in English and Spanish have likewise appeared in recent times (Úbeda 2001, Roldán 1999, Caballero 2003a, 2003b, Roldán & Ubeda 2006, Roldán & Protasenia 2007). The present paper seeks to show a number of significant conceptual mappings underlying the language of architecture and civil engineering that seem to shape the way engineers and architects communicate. In order to work with a significant segment of linguistic expressions in this field, a corpus taken from a widely used technical Spanish engineering journal article was collected and analysed. The examination of the data obtained indicates that many tokens make a direct reference to therapeutic conceptual mappings, highlighting medical domains such as diagnosing,treating and curing. Hence, the paper illustrates how this notion is instantiated by the corresponding bodily conceptual integration. In addition, we wish to underline the function of visual metaphors in the world of modern architecture by evoking parts of human or animal anatomy, and how this is visibly noticeable in contemporary buildings and public works structures.

Types of metaphor in civil engineering communication

La metáfora y otros mecanismos imaginativos subyacentes al pensa- miento y lenguaje humanos pueden ser utilizados en el discurso diario y especializado (Lakoff y Johnson 1980; Lakoff y Nuñez 2000). Asimismo pueden aparecer en la comunicación no verbal (Forceville y Urios-Aparisi 2009; Littlemore et al. Este volumen).Partiendo de estudios cognitivos y de la teoría de integración conceptual (Fauconnier 1997; Fauconnier y Turner 2002), este artículo examina la presencia de la metáfora en la ingeniería. Primeramente, se analiza un corpus lingüístico procedente de artículos de investigación de ingeniería civil. Los datos revelan el uso de la metáfora antropomórfica, sobre todo en expresiones relativas a la salud, como “diagnóstico”, “auscultación” o “proceso de curación”. Se exploran además ejemplos de ingeniería cuya fuente son proyecciones conceptuales corporales. Finalmente, abordamos la función de la metáfora visual bajo la teoría de integración conceptual mediante representaciones de ingeniería que evocan la anatomía humana o animal. Metaphor and other imaginative mechanisms that underlie human thought and language such as metonymy are used in everyday and specialised discourse (Lakoff and Johnson 1980; Lakoff and Nuñez 2000) They can also be involved in non- verbal forms of communication (Forceville and Urios-Aparisi 2009; Littlemore et al. this volume). Drawing on metaphor cognitive studies and on conceptual integration theory (Fauconnier 1997; Fauconnier and Turner 2002) this paper examines the occurrence of metaphor in engineering. First, we analyse results from a linguistic corpus formed by research papers from civil engineering journals. These data reveal the use of anthropomorphic metaphor, especially related to health or medical mappings such as “diagnosing”, “auscultation” or “curing”. Then, we explore how engineering notions are instantiated by bodily conceptual mappings according to conceptual integration theory. Finally, the function of visual metaphor is examined with conceptual integration theory by using engineering images evoking parts of human or animal anatomy.

Accessing and managing open medical resources in Africa over the Internet

Recent commentaries have proposed the advantages of using open exchange of data and informatics resources for improving health-related policies and patient care in Africa. Yet, in many African regions, both private medical and public health information systems are still unaffordable. Open exchange over the social Web 2.0 could encourage more altruistic support of medical initiatives. We have carried out some experiments to demonstrate the feasibility of using this approach to disseminate open data and informatics resources in Africa. After the experiments we developed the AFRICA BUILD Portal, the first Social Network for African biomedical researchers. Through the AFRICA BUILD Portal users can access in a transparent way to several resources. Currently, over 600 researchers are using distributed and open resources through this platform committed to low connections.