Public relations and ontology: rhetorical approaches in post-modern times

Rhetorical theory's contemporary involvement with semiotics is overlooked in much current public relations scholarship. This paper aims to 'make a difference' in this respect. There is a need for this change of perspective in view of a call for a new direction in public relations theory. This call came in the final Public Relations Division session at the July, 2003 International Communication Association Convention in San Diego. That panel discussion was titled: 'What Should be the Focus of Public Relations?' The session concluded that a turn towards 'rhetorical theory' was needed. This paper argues that such a turn would pose interesting theoretical and political challenges for a field which has not fully caught up with post-modern ideas. It points out how involvement with the contemporary 'rhetorical turn' paradigm and this paradigm's link to semiotics, would take public relations studies into interesting conceptual and political regions.

Active temperature compensation for an accelerometer based angle measuring device

An angle measuring device using a high performance and very compact accelerometer provides a new and exciting method for producing highly compact and accurate angle measuring devices. Accelerometers are micro-machined and are able to measure acceleration to a very high accuracy. By using gravity as a reference these compact devices can also be used for measuring angles of rotation. The inherent problem with these devices is that their response characteristic changes with temperature which is detrimental to measurement accuracy. This paper describes an effective method to overcome this problem using a temperature sensor and intelligent software to compensate for this drift characteristic. In order to demonstrate the effectiveness of this work, experiments have been developed and conducted with the results and analysis provided at the end
of this paper for discussion.

Rhetorical theory of public relations: opening the door to semiotic and pragmatism approaches

The 2001 Handbook of Public Relations edited by Robert Heath contains a prominent article advocating the use of rhetorical theory or ‘rhetorical enactment rational’ as a fruitful way of advancing theoretical understandings of public relations. In 2004 Heath and Dan Millar edited: Responding to Crisis: A Rhetorical Approach to Crisis Communication. These are the latest excursions into a perspective on public relations reflecting the extensive study of rhetoric in North America. Other examples are Public Relations Inquiry as Rhetorical Criticism (Elwood, 1995); Rhetorical and Critical Approaches to Public Relations (Toth and Heath, 1992); and a chapter Public Relations? No, Relations with Publics: A Rhetorical-Organisational Approach to Contemporary Corporate Communication (Cheney and Dionisopoulos, in Botan and Hazleton (Eds.) 1989).

The conventional notion of rhetoric is argumentation and persuasion stemming from the ancient Greek sophists, such as Aristotle, and from the Romans, particularly Cicero and Quintillion. Rhetoric became a fundamental plank of the trivium of ancient and medieval education: grammar, logic and rhetoric. Then in the 20th century Kenneth Burke, Stephen Toulmin and Chaim Perelman with Lucie Olbrechts-Tyteca extended Aristotle’s suggestion that: “Rhetoric is the counterpart of dialectic” Aristotle (trans. 1991). To use the rhetorical approach to argue that rational discourse cannot describe the world on its own. Instead living, enculturated human beings have to perceive ‘their’ truths. They take a perceptual ‘position’ on reason.

Public relations, is an industry for influencing perceptual ‘positions’. But the study of perception and attempts to influence perception cannot be claimed by rhetorical scholars alone. Semioticians and linguists who take the perspective of linguistic pragmatics also claim this field. This paper takes the example of ‘public relations’ as a focus for the confluence of rhetorical, semiotic and pragmatism approaches to the ‘problematic’ of understanding and truth.

Low-flow oxygen therapy: selecting the right device

The authors provide and overview of oxygen therapy principles, describing the indications and care requirements of three low flow oxygen therapy devices and providing an algorithm for managing refractory hypoxaemia.

Extending haptic device capability for 3D virtual grasping

This paper presents an investigation into the workspace constraints observed through the use of multiple single point haptic interfaces, which lead to the design of a novel grasping device that improves upon current commercial haptic interfaces. The presented device is desktop based, and has been designed to maximise the haptic workspace while offering the ability to grasp and manipulate virtual objects, which is a function that current commercial interfaces are limited in providing. The performance of the commercial haptic interface in producing sustained effective operation and increased workspace with the attached haptic gripper is evaluated, and the improvement of both has been determined.

A low-cost intelligent gas sensing device for military applications

The field of electronic noses and gas sensing has been developing rapidly since the introduction of the silicon based sensors. There are numerous systems that can detect and indicate the level of a specific gas. We introduce here a system that is low power, small and cheap enough to be used in mobile robotic platforms while still being accurate and reliable enough for confident use. The design is based around a small circuit board mounted in a plastic case with holes to allow the sensors to protrude through the top and allow the natural flow of gas evenly across them. The main control board consists of a microcontroller PCB with surface mount components for low cost and power consumption. The firmware of the device is based on an algorithm that uses an Artificial Neural Network (ANN) which receives input from an array of gas sensors. The various sensors feeding the ANN allow the microcontroller to determine the gas type and quantity. The Testing of the device involves the training of the ANN with a number of different target gases to determine the weightings for the ANN. Accuracy and reliability of the ANN is validated through testing in a specific gas filled environment.

Microprocessor-based insulin delivery device with amperometric glucose sensing

This paper details the design of a closed-loop insulin delivery device, consisting of a glucose sensing circuit, and a basic microprocessor-based syringe pump. The glucose sensing circuit contains the required components to interface with CGMS's glucose sensor assembly, while the syringe pump design uses microprocessor to allow flexible control over the pump driver. Instrumentation developed in this paper provides a ready reference to other researchers on the construction of a closed-loop insulin delivery apparatus with amperometric glucose sensor.

Better use of rhetorical theory in public relations

Some of the most important reflections on rhetorical theory associated with public relations appear in: L’Etang (1996); Toth (1999); and various Robert Heath contributions. This paper will reflect on the importance of that work by briefly scouring the origin of rhetoric among the ancient founders of persuasive communication: the pre-Socratic sophists. The paper will then relate the approaches of the above theorists, as well as Kevin Moloney and James Grunig, to the original meaning of sophistry. The last part of the paper will discuss the confluence of rhetorical and semiotic approaches. The rhetoricsemiotics link has been present since the semiotics of St Augustine of Hippo (354-430 CE). Augustine was a professor of rhetoric in his earlier career. The last part of the paper summarises how rhetorical theory, Peircean semiotics and post modern approaches can avoid accusations of relativism and infinite semiosis when they are fitted into a theory of public relations.

Grafts in myringoplasty : utilizing a silk fibroin scaffold as a novel device

Chronic perforations of the eardrum or tympanic membrane represent a significant source of morbidity worldwide. Myringoplasty is the operative repair of a perforated tympanic membrane and is a procedure commonly performed by otolaryngologists. Its purpose is to close the tympanic membrane, improve hearing and limit patient susceptibility to middle ear infections. The success rates of the different surgical techniques used to perform a myringoplasty, and the optimal graft materials to achieve complete closure and restore hearing, vary significantly in the literature. A number of autologous tissues, homografts and synthetic materials are described as graft options. With the advent and development of tissue engineering in the last decade, a number of biomaterials have been studied and attempts have been made to mimic biological functions with these materials. Fibroin, a core structural protein in silk from silkworms, has been widely studied with biomedical applications in mind. Several cell types, including keratinocytes, have grown on silk biomaterials, and scaffolds manufactured from silk have successfully been used in wound healing and for tissue engineering purposes. This review focuses on the current available grafts for myringoplasty and their limitations, and examines the biomechanical properties of silk, assessing the potential benefits of a silk fibroin scaffold as a novel device for use as a graft in myringoplasty surgery.

Improving nonwoven web quality with a new web scanning device

This thesis presents a novel web scanning device with high processing speed and optical sensitivity and a study of the interrelationships between dimensional parameters and functional properties of nonwovens using such a web scanning device.