It's the e-thing : World of Warcraft meets Coke in China

The increasing sophistication of online computer games – entrancing aesthetics, challenge, and the promise of sociality and community – make them a compelling world for many players, locally and internationally. Games like 'World of Warcraft' provide a complex and satisfying universe where mythically imbued narratives, rules and mores provide a context for players to take on heroic or playful roles. Players can explore identities, create friendships and relationships, and establish a complete and separate space where trust and danger coexist, in ways experienced as both fantastic and safe. Yet such worlds are not value free, nor separated from ‘real’ life. Ideologies implicit in the game (through its narrative roles and architecture, mythic references and occasions for decision making and action) prestructure choices about character building, orientations and allegiances amongst players, and drive towards particular sets of values and moralities. These features, plus the huge numbers of players worldwide, mean that massively multiplayer online role-playing games (MMORPGs) provide a seductive but largely untapped market to the advertising industry. What is happening with convergences of this kind? And what do they mean for young players of computer games, particularly massively multiplayer and other online games, where communal play, distributed knowledge networks, and relationships, establish strong bonds and allegiances within the game, with cross-overs between on and offline values, identities and community.

Effect of different protocols of caffeine intake on metabolism and endurance performance

Competitive athletes completed two studies of 2-h steady-state (SS) cycling at 70% peak O2 uptake followed by 7 kJ/kg time trial (TT) with carbohydrate (CHO) intake before (2 g/kg) and during (6% CHO drink) exercise. In Study A, 12 subjects received either 6 mg/kg caffeine 1 h preexercise (Precaf), 6 × 1 mg/kg caffeine every 20 min throughout SS (Durcaf), 2 × 5 ml/kg Coca-Cola between 100 and 120 min SS and during TT (Coke), or placebo. Improvements in TT were as follows: Precaf, 3.4% (0.2-6.5%, 95% confidence interval); Durcaf, 3.1% (-0.1-6.5%); and Coke, 3.1% (-0.2-6.2%). In Study B, eight subjects received 3 × 5 ml/kg of different cola drinks during the last 40 min of SS and TT: decaffeinated, 6% CHO (control); caffeinated, 6% CHO; decaffeinated, 11% CHO; and caffeinated, 11% CHO (Coke). Coke enhanced TT by 3.3% (0.8-5.9%), with all trials showing 2.2% TT enhancement (0.5-3.8%; P < 0.05) due to caffeine. Overall, 1) 6 mg/kg caffeine enhanced TT performance independent of timing of intake and 2) replacing sports drink with Coca-Cola during the latter stages of exercise was equally effective in enhancing endurance performance, primarily due to low intake of caffeine (∼1.5 mg/kg).

Nationalism and ideology in an anticonsumption movement

In this research we examine the role of the nationalist ideology of swadeshi in a contemporary anticonsumption movement and show that its deployment is linked to the experiences of colonialism, modernity, and globalization in India. Specifically, we offer a postcolonial understanding of reflexivity and nationalism in an anticonsumption movement opposing Coca-Cola in India. This helps us offer an interpretation of this consumer movement involving spatial politics, temporal heterogeneity, appropriation of existing ideology, the use of consumption in ideology, and attempts to bring together a disparate set of actors in the movement.

Digital marketing of unhealthy foods to Australian children and adolescents

The emergence of new media—including branded websites, social media and mobile applications—has created additional touch points for unhealthy food and beverage companies to target children and adolescents. The aim of this study was to perform an audit of new media for three top selling food and beverage brands in Australia. The top selling brand in three of the most advertised food and beverage categories was identified. Facebook, websites and mobile phone applications from these three brands were assessed using a combination of descriptive analyses and structured data collection during June and July 2013. Information on target audience, main focus of the activity, marketing strategies employed and connectivity were collected. Promotional activities were assessed against industry self-regulatory codes. McDonald's, Coca-Cola and Cadbury Dairy Milk were audited, with 21 promotional activities identified. These promotional activities appeared to use a number of marketing strategies, with frequent use of indirect product association, engagement techniques and branding. We identified strategic targeting of both children and adolescents. We found that while all promotional activities technically met self-regulatory codes (usually due to media-specific age restrictions) a number appeared to employ unhealthy food or beverage marketing directed to children. Brands are using engaging content via new media aimed at children and adolescents to promote unhealthy food and beverages. Given the limitations of self-regulatory codes in the context of new media, strategies need to be developed to reduce exposure of children and adolescents to marketing of unhealthy food and beverage products via these avenues.

Systematic examination of publicly-available information reveals the diverse and extensive corporate political activity of the food industry in Australia

BACKGROUND: The political influence of the food industry, referred to as corporate political activity (CPA), represents a potential barrier to the development and implementation of effective public health policies for non-communicable diseases prevention. This paper reports on the feasibility and limitations of using publicly-available information to identify and monitor the CPA of the food industry in Australia. METHODS: A systematic search was conducted for information from food industry, government and other publicly-available data sources in Australia. Data was collected in relation to five key food industry actors: the Australian Food and Grocery Council; Coca Cola; McDonald's; Nestle; and Woolworths, for the period January 2012 to February 2015. Data analysis was guided by an existing framework for classifying CPA strategies of the food industry. RESULTS: The selected food industry actors used multiple CPA strategies, with 'information and messaging' and 'constituency building' strategies most prominent. CONCLUSIONS: The systematic analysis of publicly-available information over a limited period was able to identify diverse and extensive CPA strategies of the food industry in Australia. This approach can contribute to accountability mechanisms for NCD prevention.

Accumulation through derealization: How corporate violence remains unchecked

This study examines the alleged organization of violence by Coca-Cola through a field study conducted in a village in India. It draws on the works of Judith Butler to show how subaltern groups are derealized and made into ungrievable lives through specific, yet recurrent, practices that keep violence unchecked. Many participants attempt to resist derealization through protest activities that showcase their vulnerability. However, the firm appropriates their claims to vulnerability through a paternalistic discourse that justifies intensified violence and derealization. This research offers insights into accumulation through derealization and on the effects of resistance to it.

Caffeine as a flavor additive in soft-drinks

Over 60% of soft-drinks sold in the United States contain caffeine, a mildly addictive psycho-active chemical, as a flavor additive. Using sweeteners as controls, we assessed whether caffeine has flavor activity in a cola soft-drink. A forced-choice triangle discrimination methodology was used to determine detection thresholds of caffeine in sweeteners and a cola beverage. The subjects (n=30, 28 female, 23±4 years old) were trained tasters and completed over 1600 discrimination tests during the study. The mean detection thresholds for caffeine in the sweet solutions were: 0.333±0.1 mM sucrose; 0.467±0.29 mM aspartame; 0.462±0.3 mM sucralose, well below the concentration in common cola beverages (0.55–0.67 mM). A fixed concentration of caffeine, corresponding to the concentration of caffeine in a common cola beverage (0.67 mM) was added to the sweeteners and a non-caffeinated cola beverage. Subjects could distinguish between caffeinated and non-caffeinated sweeteners (p<0.001), but all subjects failed to distinguish between caffeinated and non-caffeinated cola beverage (p=1.0). Caffeine has no flavor activity in soft-drinks yet will induce a physiologic and psychologic desire to consume the drink.

Trends in BMI, diet and lifestyle between 1976 and 2005 in North Sydney

Although the prevalence of overweight and obesity in Australia has increased during the past 30 years, little is known about the dietary and behavioural antecedents of body mass index (BMI). We examined changes in mean BMI, diet, and other lifestyle behaviours between 1976 and 2005 and described the cross-sectional associations between these factors and BMI. A series of biennial biomedical surveys by Sydney Adventist Hospital from 1976 to 2005 allowed examination of BMI trends, while the selection of three surveys enabled detailed examination of likely dietary and lifestyle associations. Subjects included in this study were: 384 men and 338 women in 1976; 160 men and 146 women in 1978; 166 men and 141 women in 1980; 164 men and 142 women in 1982; 177 men and 13 women in 1984; 239 men and 227 women in 1986; 210 men and 225 women in 1988; 165 men and 148 women in 1990; 138 men and 167 women in 1992 and 270 men and 62 women in 2005. Height and weight were measured by hospital staff. Mean BMI increased in the early 1990s. Salt, coffee, cola, alcohol and meat consumption, dieting to lose weight and eating between meals were positively associated with BMI while physical activity, food variety, large breakfasts and consumption of spreads were negatively associated. Food consumption and daily activities have important associations with BMI, though their specific associations differ by sex. 'Affluent' lifestyle patterns appear to contribute to higher BMI, while a more 'prudent' lifestyle seems to protect from such increases.

Harvesting waste thermal energy using a carbon-nanotube-based thermo-electrochemical cell

Low efficiencies and costly electrode materials have limited harvesting of thermal energy as electrical energy using thermo-electrochemical cells (or “thermocells”). We demonstrate thermocells, in practical configurations (from coin cells to cells that can be wrapped around exhaust pipes), that harvest low-grade thermal energy using relatively inexpensive carbon multiwalled nanotube (MWNT) electrodes. These electrodes provide high electrochemically accessible surface areas and fast redox-mediated electron transfer, which significantly enhances thermocell current generation capacity and overall efficiency. Thermocell efficiency is further improved by directly synthesizing MWNTs as vertical forests that reduce electrical and thermal resistance at electrode/substrate junctions. The efficiency of thermocells with MWNT electrodes is shown to be as high as 1.4% of Carnot efficiency, which is 3-fold higher than for previously demonstrated thermocells. With the cost of MWNTs decreasing, MWNT-based thermocells may become commercially viable for harvesting low-grade thermal energy.

Caffeine as an ingredient in sugar sweetened beverages

Caffeine is the most widely used psychoactive drug in the world, with more than 80% of the US population classed as regular consumers (Garrett and Griffiths 1998). An analysis of the Continuing Survey of Food Intakes by Individuals (CSFII) in the US indicates that 870/o of US population over 2 years of age consumed caffeine daily and the average intake in caffeine consumers was 193 mg per day or 1.2 mgkg-l per day (Frary er a/ 2005). SSB were the primary source of caffeine in children and adolescents under 18 years of age and provided between 50-64% of the daily caffeine intake. For adults 18-34 years, SSB provided 30% of total daily caffeine, dropping fo llo/o for adults 34 years and older (Frary et a|2005). The total daily intake of caffeine observed in the CSFII is slightly lower that than observed in the 1995 National Nutrition Survey of Australian adults who reported consuming on average 270 mg of caffeine per day. Caffeine intakes amongst children, aged2 to 14 years, were reported as 17 mg per day. It is suggested that cola flavored SSB provide around 62o/, of this intake (Desbrow et al 2004).

Is the popularity of caffeinated foods mere coincidence? Is the flavor coffee, chocolate, tea and cola soft drinks such that without caffeine they would still be widely consumed? Or is the popularity of caffeine containing foods due to the influence of caffeine in the body?

Enhanced thermo-electrochemical power using carbon nanotube additives in ionic liquid redox electrolytes

Waste heat recovery with thermo-electrochemical cells is limited by their low power and conversion efficiencies. Here we explore ionic liquid electrolytes mixed with multiwall carbon nanotubes (MWCNTs) as alternative electrolytes for thermo-electrochemical cells. The results show that, upon addition of MWCNTs, the combination of interfacial polarization and ion pair dissociation reduces mass transfer resistances and enhances the power of thermo-electrochemical cells at low weight percentage of MWCNTs by up to 30%. This occurs in spite of reduced open circuit voltage due to percolated networks.

Are food brands that carry light claims different?

Little is known about the market performance of brands that carry light claims (for example low fat, low sugar) in comparison to their regular counterparts. In order to fill this gap, we explore whether light brands perform similarly to regular brands in terms of (a) brand performance measures (BPMs), such as market share (MS) and penetration, (b) loyalty levels, and (c) customer sharing. We analyse three product categories (cola, flavoured carbonated beverages and margarine) using UK household panel data provided by Kantar. The results show that when considering standard BPMs (that is MS, penetration and purchase frequency), regular brands receive higher BPMs than light brands. However, when considering repeat purchase loyalty, light brands achieve greater levels of loyalty than their regular counterparts. Finally, light brands share their buyers more with each other than expected, suggesting the existence of market partitions, although these are not isolated as buyers of these brands still buy regular brands. © 2014 Macmillan Publishers Ltd.

Australian children's consumption of caffeinated, formulated beverages: a cross-sectional analysis

BACKGROUND: Caffeine is a common additive in formulated beverages, including sugar-sweetened beverages. Currently there are no data on the consumption of caffeinated formulated beverages in Australian children and adolescents. This study aimed to determine total intake and consumption patterns of CFBs in a nationally representative sample of Australian children aged 2-16 years and to determine contribution of CFBs to total caffeine intake. Consumption by day type, mealtime and location was also examined.

METHODS: Dietary data from one 24-hour recall collected in the 2007 Australian National Children's Nutrition and Physical Activity Survey were analysed. CFBs were defined as beverages to which caffeine has been added as an additive, including cola-type beverages and energy drinks. Socioeconomic status was based on the highest level of education attained by the participant's primary caregiver. Time of day of consumption was classified based on traditional mealtimes and type of day of consumption as either a school or non-school day. Location of consumption was defined by the participant during the survey.

RESULTS: On the day of the survey 15% (n = 642) of participants consumed CFBs. Older children and those of low socioeconomic background were more likely to consume CFBs (both P < 0.001). Amongst the 642 consumers mean (95% CI) intakes were 151 (115-187)g/day, 287 (252-321)g/day, 442 (400-484)g/day, and 555 (507-602)g/day for 2-3, 4-8, 9-13 and 14-16 year olds respectively. Consumers of CFBs had higher intakes of caffeine (mean (95% CI) 61 (55-67)mg vs. 11 (10-12)mg) and energy (mean (95% CI) 9,612 (9,247-9978)kJ vs. 8,186 (8,040-8,335)kJ) than non-consumers (both P < 0.001). CFBs contributed 69% of total daily caffeine intake. CFB intake was higher on non-school days compared with school days (P < 0.005) and consumption occurred predominantly at the place of residence (56%), within the "dinner" time bracket (17:00-20:30, 44%).

CONCLUSIONS: The consumption of CFBs by all age groups within Australian children is of concern. Modifications to the permissibility of caffeine as a food additive may be an appropriate strategy to reduce the intake of caffeine in this age group. Additional areas for intervention include targeting parental influences over mealtime beverage choices.