Nachhaltigkeitskommunikation von McDonald’s im Internet

Das Thema Nachhaltigkeit ist schon seit geraumer Zeit in den gesellschaftlichen Fokus gerückt. Große Unternehmen sehen sich zunehmend dem Druck einer kritischen Öffentlichkeit ausgesetzt. Das betrifft besonders Unternehmen, die im ernährungswirtschaftlichen Bereich tätig sind. Fast Food gilt für viele als Inbegriff schlechter Ernährung und unethischer Verhaltensweisen. Vor diesem Hintergrund versuchen immer mehr Unternehmen, ihre Produkte und Produktionsprozesse sowie die Unternehmensführung selbst nachhaltig zu gestalten. Mit dem Instrument der Nachhaltigkeitskommunikation existiert ein Ansatz, diese Entwicklung transparent zu kommunizieren. Dabei nutzen immer mehr Firmen das Internet als Kommunikationskanal. Da die Nachhaltigkeitskommunikation allerdings ein noch recht junges Feld der Unternehmenskommunikation darstellt, gibt es quantitativ wie qualitativ große Unterschiede. Vor diesem Hintergrund untersucht diese Arbeit die Nachhaltigkeitskommunikation des führenden Fast-Food-Konzerns McDonald’s im Internet. Es wird sich zeigen, dass sich die Nachhaltigkeitskommunikation in die Bereiche Produktverantwortung und Unternehmensverantwortung aufteilt. Beide Bereiche orientieren sich mit ihren Inhalten an gesellschaftlichen Ansprüchen. Die Produktverantwortung von McDonald‘s umfasst dabei sowohl persönliche als auch externe Effekte der Lebensmittelproduktion. Die Unternehmensverantwortung schließt die Verantwortung als Arbeitgeber, gesellschaftliches Engagement und Umweltschutz ein. Durch einen Vergleich mit einer Verbraucherstudie, die irreführende Kommunikationsstrategien der Lebensmittelindustrie aufzeigt, wird sich zeigen, dass die Nachhaltigkeitskommunikation auf Produktebene Täuschungspotenziale aufweist. Zudem zeigt sich, dass die drei Nachhaltigkeitsdimensionen nicht integriert dargestellt werden.

Plastic ingestion by sea turtles in Paraíba State, Northeast Brazil

ABSTRACT Currently, plastics are recognized as a major pollutant of the marine environment, representing a serious threat to ocean wildlife. Here, we examined the occurrence and effects of plastic ingestion by sea turtles found stranded along the coast of Paraíba State, Brazil from August 2009 to July 2010. Ninety-eight digestive tracts were examined, with plastic found in 20 (20.4%). Sixty five percent (n = 13) of turtles with plastic in the digestive tract were green turtles (Chelonia mydas), 25% (n = 5) were hawksbills (Eretmochelys imbricata), and 10% (n = 2) were olive ridley (Lepidochelys olivacea). More plastic was found in the intestine (85%) than in other parts of the gastrointestinal tract. We observed complete blockage of the gastrointestinal tract due to the presence of plastic in 13 of the 20 turtles that had ingested plastic. No correlation was found between the curved carapace length (CCL) and the number or mass of the plastic ingested items. Significant differences were found between the intake of hard and soft plastic and the ingestion of white/transparent and colored plastic, with soft and white/transparent plastics being more commonly ingested. This study reveals the serious problem of plastic pollution to sea turtles at the area.

Distribuição geográfica da fauna e flora da Baía de Guanabara

The author studied, the horizontal and vertical distribution of most common part of the flora and fauna of the bay of Guanabara at Rio de Janeiro. In this paper the eulittoral, poly, meso and oligohaline regions were localised and studied; and the first chart of its distribution was presented (fig. 2). The salinity of superficial waters was established through determinations based on 30 trips inside the buy for collecting biological materials. Some often 409 determinations which were previous reported together with the present ones served for the eleboration of a salinity map of the bay of Guanabara (fig. 1). This map of fig. 2 shows the geographic locations of the water regions. EULITTORAL WATER REGIME — Fig. 3 shows the diagram scheme of fauna and flora of this regime. Sea water salinity 34/1.000, density mean 1.027, transparent greenish waters, sea coast with moderate bursting waves. Limpid sea shore with white sand, gneiss with the big barnacle Tetraclita squamosa var. stalactifera (Lam. Pilsbry. Vertical distributions: barna¬cles layers with a green region in which are present the oyster Ostrea pa-rasitica L., the barnacles Tetraclita, Chthamalus, Balanus tintinnabulum var. tintinnabulum (L.) e var. antillensis Pilsbry in connection with several mollusca and the sea beatle Isopoda Lygia sp. Covered by water and exposed to air by the tidal ritms, there is a stratum of brown animals that is the layer of mussels Mytilus perna L., with others brown and chestnut animals : the Crustacea Pachygrapsus, the little crab Porcellana sp., the stone crab Me-nippe nodifrons Stimpson, the sea stars Echinaster brasiliensis (Mull. & Tr.), Astropecten sp. and the sea anemones Actinia sp. Underneath and never visible there is a subtidal region with green tubular algae of genus Codium and amidst its bunches the sea urchin Lycthchinus variegatus (Agass.) walks and more deeply there are numerous sand-dollars Encope emarginata (Leske). The microplancton of this regime is Ceratiumplancton. POLYHALINE WATER REGIMB — Water almost sea water, but directly influenced by continental lands, with rock salts dissolved and in suspension. Salinity: 33 to 32/1.000. This waters endure the actions of the popular nicknamed «water of the hill» (as the waters of mesohaline and oligohaline regimes), becoming suddenly reddish during several hours. That pheno¬menon returns several times in the year and come with great mortality of fishes. In these waters, according to Dr. J. G. FARIA there are species of Protozoa : Peridinea, the Glenoidinium trochoideum St., followed by its satellites which he thinks that they are able to secret toxical substances which can slaughter some species of fishes. In these «waters of the hill» was found a species of Copepoda the Charlesia darwini. In August 1946 the west shore of the Guanabara was plenty of killed fishes occupying a area of 8 feet large by 3 nautical miles of lenght. The enclosure for catching fishes in the rivers mouthes presents in these periods mass dead fishes. The phenomenon of «waters of the hill» appears with the first rains after a period of long dryness. MESOHALINE WATER REGIME — Fig. 4 shows the the diagramm scheme. Salt or brackish water from 30 to 17/1.000 salinity, sometimes until 10/1.000. Turbid waters with mud in suspension, chestnut, claveyous waters; shore dirty black mud without waving bursting; the waters are warmer and shorner than those of the polihaline regime. Mangrove shore with the mangrove trees : Rhizophora mangle L., Avicennia sp., Laguncularia sp., and the »cotton tree of sea» Hibiscus sp. Fauna: the great land crab «guaimú» Cardisoma guanhumi Latr., ashore in dry firm land. There is the real land crab Ucides cordatus (L.) in wetting mud and in neigh¬ bourhood of the burrows of the fiddler-crabs of genus Uca. On stones and in the roots of the Rhizophora inhabits the brightly colored mangrove-tree-crab («aratu» Portuguese nickname) Goniopsis cruentata (Latreille) and the sparingly the big oyster Ostrea rhizophorae Guild. Lower is the region of barnacles Balanus amphitrite var. communis Darwin and var. niveus Darwin; Balanus tintinnabulum var. tintinnabulum (L.) doesn't grow in this brackish water; lower is the region of Pelecipoda with prepollency of Venus and Cytherea shell-fishes and the Panopeus mud crab; there are the sea lettuce Ulva and the Gastreropod Cerithium. The Paguridae Clibanarius which lives in the empty shells of Gasteropod molluscs, and the sessile ascidians Tethium plicatum (Lesuer) appears in some seasons. In the bottom there is a black argillous mud where the «one landed shrimps» Alpheus sp. is hidden. OLIGOHALINE WATER REGIME — The salinity is lower than 10/1.000. average 8/1.000. There are no barnacles and no sea-beetles Isopods of genus Lygia; on the hay of the shore there are several graminea. This brackish water pervades by mouthes of rivers and penetrates until about 3 kilometers river above. While there is some salt dissolved in water, there are some mud crabs of the genus Uca, Sesarma, Metasesarma and Chasmagnatus. The presence of floating green plants coming from the rivers in the waters of a region indicated the oligohaline waters, with low salt content because when the average of NaCl increases above 8/1.000 these plants die and become rusty colored.

Security prices and market transparency: the role of prior information

This paper analyzes the role of traders' priors (proper versus improper) on the implications of market transparency by comparing a pre-trade transparent market with an opaque market in a set-up based on Madhavan (1996). We show that prices may be more informative in the opaque market, regardless of how priors are modelled. In contrast, the comparison of market liquidity and volatility in the two market structures are affected by prior specification. Key words: Market microstructure, Transparency, Prior information

Trade disclosure and price dispersion

This paper determines the effects of post-trade opaqueness on market performance. We find that the degree of market transparency has important effects on market equilibria. In particular, we show that dealers operating in a transparent structure set regret-free prices at each period making zero expected profits in each of the two trading rounds, whereas in the opaque market dealers invest in acquiring information at the beginning of the trading day. Moreover, we obtain that if there is no trading activity in the first period, then market makers only change their quotes in the opaque market. Additionally, we show that trade disclosure increases the informational efficiency of transaction prices and reduces volatility. Finally, concerning welfare of market participants, we obtain ambiguous results. Keywords: Market microstructure, Post-trade transparency, Price experimentation, Price dispersion.

Preparo de filmes-suporte para microscópio eletrônico

Working with low voltage microscope (R.C.A., EMC-2, of 30KV.) the authors verified that parlodion and Formvar films are quickly destroyed by intense heating under the electron beam. They have tried to employ oxide films, as Al2O3 and SiO, more resistant to heat. Al2O3 films are prepared by anodic oxidation of thin aluminium sheets, under 8 to 10 volts in a 3% ammonium citrate solution and subsequent aluminium dissolution in a O.25% HgCl2 solution. These films are very suitable when prepared with highly pure aluminium of extremely homogeneous surface. Best results were obtained with SiO films, evaporated in high vacuum over Parlodion films mounted on metallic grids. Employing 1 or 1.5 mg of SiOm highly homogeneous and resistant films are obtained, having little inferior transparence than the Parlodion ones. Pure SiO films (1.5 mg) are obtained by elimination of the Parlodion under slow heating until 250°C; they are greatly transparent but little resistant to water, thus beeing indicated in dry preparations. For particles which deposite in a chain-like form around thin fibers, the authors employ the mounting on Parlodion fibers, obtained by heating Parlodion films on microscope grids about 190°C.

Descobriment de serveis en xarxes ad-hoc : directory facilitator

Aquest projecte presenta una solució intregrada amb les especificacions de la FIPA d’un servei de pàgines grogues per a la plataforma d’agents de JADE en entorns ad hoc. El servei de pàgines grogues interaccionarà a través d’un middleware amb diferents tecnologies P2P per proporcionar als agents un servei totalment fiable i transparent que els ajudarà a superar la limitació del sistema de federacions de FIPA.

La Imatge fidel de les unions temporals d'empreses UTE

En l’article es fa una revisió actual de les unions temporals d’empreses (UTE), per tal de veure si la informació comptable que presenten és fidedigne. En primer lloc, es defineix la unió temporal d’empreses, i es detalla l’origen històric, les característiques i els objectius de l’UTE. Seguidament es presenta la regulació comptable i fiscal que afecta a les UTE, i es detalla el que pauta l’adaptació del Pla general comptable de les empreses constructores en relació amb les UTE i la problemàtica derivada de les operacions en empreses d’aquest sector que tantes UTE realitzen. També es ressalta en l’article la responsabilitat de l’UTE i les Normes comptables internacionals relacionades amb les UTE. Finalment es presenten els resultats d’una anàlisi d’estats financers de trenta empreses constructores que habitualment realitzen UTE, per comprovar el seguiment que fan de l’adaptació sectorial del Pla general comptable de les empreses constructores i la informació que donen de les UTE. L’última part de l’article fa referència a les conclusions, i és en aquesta part on s’apunta que la informació comptable de les UTE ha de millorar notablement, ja que actualment és una informació poc transparent, insuficient i dispersa.

Propietats d'absorció bifotònica del tetrafenilporficè i el seu complex de palladi: potencials sensibilitzadors per a Teràpia Fotodinàmica bifotònica.

Estudi elaborat a partir d’una estada a la Universitat de Aarhus, Dinamarca, durant juliol 2006. En el present treball s’investiguen, per primer cop, les propietats de absorció bifotòniques del fotosensibilitzador 2,7,12,17-tetrafenilporficè (TPPo) i del seu complex de pal•ladi (II) (PdTPPo). Ambos compostos han rebut molta atenció com a possibles otosensibilitzadors per a Teràpia Fotodinàmica (TFD). S’utilitza la detecció de la fosforescència de l’oxigen singlet, centrada a 1270 nm i produïda per l’absorció de dos fotons, per quantificar la magnitud de la secció d’absorció bifotònica, "delta", dels porficèns estudiats. Els experiments se han dut a terme en el marge espectral 750-850 nm i a l’infraroig proper a 1100nm. Aquestes longituds d’ona corresponen a les zones d’absorció bifotònica en les bandes de Soret i Q. Les propietats bifotòniques obtingudes es comparen i contrasten amb les dades conegudes de la tetrafenilporfirina (TPP), isòmer estructural del tetrafenilporficè però amb més gran simetria, i es troba que en la banda de Soret (que coincideix amb la regió de la pell més transparent) els valors de delta per el TPPo i PdTPPo son aproximadament 2000 GM en el màxim, pràcticament cent vegades més grans que per la TPP. A més a més, aquestos valors son dos ordres de magnitud més grans que els obtinguts a l’irradiar a 1100 nm (bandes Q). Aquestes observacions es poden explicar mitjançant la amplificació per ressonància deguda a la presència de transicions monofotòniques ressonants en la regió de les bandes Q. Els elevats valors de "delta" obtinguts per els tetrafenilporficèns estudiats junt a les principals característiques que aquestos presenten (elevat rendiment de formació d’oxigen singlet, estabilitat química i fotoquímica, absència de citotoxicitat,...) qualifiquen al TPPo y PdTPPo com a possibles fotosensibilitzadors per a Teràpia Fotodinàmica Bifotònica.

Empleo de óptica adaptativa y fluorescencia en un oftalmoscopio laser de barrido para el registro de células

Estudio elaborado a partir de una estancia en la Universidad de Rochester, Estados Unidos, de octubre del 2006 a enero del 2007. La estancia realizada en la Universidad de Rochester estuvo orientada al aprendizaje en profundidad del oftalmoscopio láser de barrido. El oftalmoscopio láser de barrido emplea una técnica confocal con la finalidad de visualizar diferentes estructuras retinianas en seres vivos. El instrumento diseñado y desarrollado en el Centro de Ciencias de la Visión incorpora un sistema de óptica adaptativa y fluorescencia. La óptica adaptativa aplicada en este oftalmoscopio tiene como objetivo corregir las aberraciones existentes en el ojo y así permitir observar detalles de la retina que de otra forma se verían emborronados. De esta forma se consigue alcanzar valores de resolución muy cercanos a los impuestos por difracción. Por otro lado el uso de fluorescencia tiene por objetivo el permitir la visualización de células y estructuras que, de no ser teñidas, son transparentes a la luz y visible. Esta técnica se ha estado utilizando principalmente en primates y ratas, aunque actualmente también se están llevando a cabo medidas de células de epitelio pigmentario en seres humanos ya que el pigmento contenido en estas células permite la aplicación de la fluorescencia sin necesidad de utilizar tinción.

Análisis de los residuos sólidos generados en áreas administrativas, académicas, bibliotecas y cómputos, de ciudad universitària en la UMSNH, Michoacán, México

El proyecto se enmarca dentro de Plan Ambiental Institucional (PAI) de la Universidad Michoacana de San Nicolás de Hidalgo (UMSNH), México, en lo referente a la gestión de residuos y tiene por finalidad analizar la tipología y composición de los residuos que se generan en algunas de las áreas de Ciudad Universitaria (CU). Para esto se realizó una metodología de recogida no selectiva de residuos puerta a puerta que se estructuró en dos fases, la primera, con el objetivo de obtener toda la información sobre el número y tipo de espacios de los edificios para luego elaborar y llevar a cabo el muestreo de los residuos, y la segunda, que se centró en la captura informática y gestión de los pesos de los mismos. De los datos obtenidos se concluyó que los residuos de mayor peso muestreado fueron el papel, la materia orgánica, el cartón y el vidrio transparente, los residuos de mayor generación per cápita fueron el papel, cartucho de impresora, CD y disquete. Finalmente, se concluye que la UMSNH no da tratamiento a los residuos que al ser depositados al aire libre contaminan su medio ambiente. Reciclándolos podrían obtenerse no sólo beneficios ambientales sino también económicos, que disminuirían el costo del reciclado devolviendo los residuos al ciclo productivo.

Descobriment de serveis en xarxes ad-hoc: JADE Bluetooth Discovery Middleware

En aquest projecte s'ha dissenyat i implementat un nou Discovery Middleware per a la plataforma d'agents mòbils JADE. Aquest DM col·laborarà amb el Directory Facilitator per tal d'oferir als agents un servei transparent que els permetrà descobrir serveis en plataformes remotes que siguin accessibles mitjançant xarxes ad-hoc basades en la tecnologia Bluetooth.

Millora de la resposta electro-mecànica per a ressonadors d'alta freqüència basats en MEMS

Report for the scientific sojourn at the Department of Micro and Nanotechnology of the Technical University of Denmark from August until December 2006. The research was focused on designing and carrying out a technological process for fabricating high frequency resonators with dielectric solid transducer gaps.

The pineal neurohormone melatonin and its physiologic opiatergic immunoregulatory role

The pineal gland functions as a neuroendocrine transducer that coordinate the organism response to changing environmental stimuli such as light and temperature. The main and best known pineal neurohormone is melatonin that is synthesized and released in a circadian fashion with a peak during the night darkness hours. We have recently reported that melatonin exerts important immuno regulatory functions. Here we describe the astonishing property of exogenous melatonin which is able to counteract completely the depressive effect of anxiety-restraint stress and/or of corticosterone on thymus weight, andibody production and antiviral responses. This effect seems to be mediated by antigen-activated T cells via an opiatergic mechanism.

Studies on survival, biological activities and behavior of Biomphalaria glabrata, the host snail of Schistosomiasis, submitted to increased hydrostatic pressure: a technique

To study changes in survival, in biological activities and behavior of planorbids submitted to increased hydrostatic pressure, we developed a technique using two transparent chambers and a hydraulic piston. The apparatus permitted renewal of the liquid medium without substantial variations in pressure, thus eliminating excretion products and maintaining the desired O2 level and thereby permitting us to evaluate the effects of pressure independently of the occurrence of anoxia. Pressure was maintained without any contact of the liquid medium with compressed air, a situation which reproduced with relative fidelity what occurs in nature and assured the presence of the same amounts of gases in the two observation chambers (Control and Experimental). Biomphalaria glabrata was found to be able to survive at least 48 hours when submitted to 49.02 x 10**4 Pa (equivalent to a water depth of 48.8 m), continuing to day egg masses and showing few behavioral changes when compared with the control group.