Mastering the metaphor: empowering the young child for independent computer use

This paper explores the potential for using metaphors to enable two and three year old children to interact independently with a computer earlier than is traditionally accepted. They need appropriate cognitive skills, the development of which is dependent on the provision of suitable activities; they need adequately developed physical skills to interact with the hardware and necessary knowledge of expected behaviours for interaction. The authors argue that such expectations can be conveyed via the use of metaphors and will employ a purpose-built multimedia product Television Metaphor (TVM) as an example in order to support their discussion. As the TVM software has hitherto demonstrated, age appropriate metaphors using source domains familiar to young children can guide children in the requisite interactions for independent computer use. TVM was created to contextualise theoretical discussions into interface design and to synthesise the ensuing analysis into an applied form.

Community group volunteer perceptions and awareness of Victorian marine protected areas

In 2004, a Community Based Monitoring (CBM) program for Victoria’s Marine National Parks and Marine Sanctuaries was developed. A key performance area for Victoria’s Marine Protected Area (MPA) Management Strategy is community engagement. This program was developed to incorporate the key performance principles of community education, participation and engagement. CBM involves scientific protocols to monitor different habitat types in a MPA. As part of the CBM project, perceptions and values of MPAs were investigated through a pilot survey of 125 community group volunteers from 4 volunteer groups. Surveys were sent to all community group members which included participants and non-participants in the CBM program. Questions sought qualitative and quantitative information, focusing on personal values of MPAs. The surveys included questions associated with CBM, MPA management and environmental issues affecting the marine environment. Responses from the pilot study indicated that 50% of the volunteers participated in CBM to learn more about scientific research, and 30% wanted to work close to nature. This pilot study will form the basis of a larger-scale study to investigate community group perceptions of MPAs and identifying how to maintain volunteer enthusiasm, interest and motivation in a CBM program.

Parental awareness and attitudes about food advertising to children on Australian television

Objective: To assess parents' concern regarding television food advertising to children and the marketing methods used, their awareness of existing regulations and support for strengthening restrictions, and to determine whether these factors differ across sociodemographic groups.

Methods: A randomly selected sample of 400 parents of children under 14 years in all Australian States and Territories completed the cross-sectional telephone survey in March 2007. Data were weighted by metropolitan and regional population proportions.

Results: Parents were concerned about unhealthy food advertising to children (67.3%), use of popular personalities (67.7%), toys (76.4%), and advertising volume (79.7%). Older parents, of high socioeconomic status (SES), with fewer household televisions were more likely to be concerned. Only 47.4% of parents were aware of current regulations and those with a tertiary education were more likely to be aware: odds ratio (OR) 2.96 (95% CI: 1.55-5.65). Parents supported a change from self-regulation (92.8%), a ban on unhealthy food advertising to children (86.8%) and, to a lesser extent, a ban on all food advertising (37.3%).

Conclusions and implications: There was widespread parental concern about food advertising and strong support for tighter restrictions. Given that the existing regulations rely on complaints and awareness is low, particularly among parents with lower education levels, a system of external monitoring and enforcement is essential. Clearly more effective regulations are needed to protect children and parental support for this is high.

Exploring metaphor as an alternative marketing language

Purpose: – The main aim of this paper is to stimulate more relevant and critical ideas about marketing and the wider management field by exploring the actual and potential contribution of metaphor to marketing theory and practice. The subsequent connections made can help contribute towards understanding and coping with the theory/practice gap.

Design/methodology/approach: – To date, the majority of metaphor application has tended to be literal and surface-level rather than theoretically grounded. This paper interrogates the literature surrounding metaphor in marketing and management fields, while also examining the contribution of other areas such as art. The paper constructs and debates the conceptual notion of the marketer as an artist.

Findings: – Incorporation of theoretically grounded metaphors into marketing theory can help develop a form of marketing which is capable of dealing with ambiguity, chaotic market conditions, creative thinking and practice.

Originality/value: – Adoption of a metaphorical approach to marketing research helps to instil a critical and creative ethos in the research process. Marketers are concerned with identification and exploitation of opportunities. Metaphor assists in the process by enhancing visualisation of these future directions. We live out our lives to a large degree through the making of metaphorical connections. We should therefore embrace more qualitative, creative associations in marketing theory, as well as practice.

Fit for intended use : a manufacturing metaphor applied to international business students and learning outcomes

It is no secret that contemporary tertiary education in Australia is significantly reliant on international student fee income in a competitive market. Accordingly, the need to attract fee paying students involves strategies for increasing competitive advantage, new course structures, flexible learning initiatives and marketing. However Jackling (1) has found that employers are reluctant to employ graduate international students in the accounting field as they consider them to lack the skills required to effectively meet employment needs. This paper seeks to focus the spotlight on the role of academics/universities in ensuring that graduates have the skills necessary for employment as part of the education process.

Reducing cache lookup and publish overhead through locality awareness in P2P web caching

Peer-to-Peer (P2P) Web caching has been a hot research topic in recent years as it can create scalable and robust designs for decentralized Internet-scale applications. However, many P2P Web caching systems suffer expensive overheads such as lookup and publish messages, and lack of locality awareness. In this paper we present the development of a locality aware P2P cache system to overcome these limitations by using routing table locality, aggregation and soft state. The experiments show that our P2P cache system improves the performance of index operations through the reduction of the amount of information processed by nodes, the reduction of the number of index messages sent by nodes, and the improvement of the locality of cache pointers.

Outbound cause-related marketing at the West Coast Eagles : measuring awareness and impact

This paper examines sports sponsorship from the perspective of the sports organisation as the sponsor of charity and community events - an increasingly common practice. Most of these sponsorship activities fit within the framework of cause-related marketing, but their effectiveness and value to the clubs involved are not known. We examine the activities of one AFL club which is heavily involved in a range of outbound sponsorship activities. In order to assess the impact of theses activities, we surveyed season ticket holders of this club and examined issues such as their general awareness of these activities and the both the antecedents and outcomes of this awareness. We find that general awareness (recognition) levels were high, and that the correlated with loyalty, involvement and specific brand associations. The conclusion is that outbound sponsorship of charities and the community has a number of positive outcomes for sporting clubs, and should be encouraged.

The non-verbal and the verbal: expanding awareness of practice-led research in creative writings

This paper takes up the concept of practice-led research: research (or the production and performance of knowledge) that is implicit within practice – in this case creative arts practice and more specifically, creative writing practice. Does practice-led research offer new possibilities for recognition of contributions to research by writers? This exploration of creative practice and research stretches out tendrils between creative writing and other art forms. What may the predominantly non-verbal creative arts disciplines offer creative writing in terms of exploring modes of knowledge production and performance?

Prevalence, awareness, treatment, and control of hypertension in China data from the China National Nutrition and Health Survey 2002

Background— The present article aims to provide accurate estimates of the prevalence, awareness, treatment, and control of hypertension in adults in China.

Methods and Results— Data were obtained from sphygmomanometer measurements and an administered questionnaire from 141 892 Chinese adults 18 years of age who participated in the 2002 China National Nutrition and Health Survey. In 2002, 153 million Chinese adults were hypertensive. The prevalence was higher among men than women (20% versus 17%; P<0.001) and was higher in successive age groups. Overall, the prevalence of hypertension was higher in urban compared with rural areas in men (23% versus 18%; P<0.01) and women (18% versus 16%; P<0.001). Of the 24% affected individuals who were aware of their condition, 78% were treated and 19% were adequately controlled. Despite evidence to suggest improved levels of treatment in individuals with hypertension over the past decade, compared with estimates from 1991, the ratio of controlled to treated hypertension has remained largely unchanged at 1:4.

Conclusions— One in 6 Chinese adults is hypertensive, but only one quarter are aware of their condition. Despite increased rates of blood pressure–lowering treatment, few have their hypertension effectively controlled. National hypertension programs must focus on improving awareness in the wider community, as well as treatment and control, to prevent many tens of thousands of cardiovascular-related deaths.