Festival Images: brand image and stakeholders' brand relationship types at the Edinburgh Festival Fringe.

The Edinburgh Festival Fringe (The Fringe) is the largest arts festival in the world and it has inspired the creation of similar festivals world-wide. Since its conception in 1947, the Fringe has demonstrated significant growth in visitor numbers; ticket sales; and its economic contribution. Despite this, the sustainable future of Edinburgh’s festivals is debated as Edinburgh, ‘the Festival City’, faces threats from other festival destinations. Festivals position Edinburgh creatively in contrast to the city’s traditionally perceived image as a cultural-historic centre. Despite this, little research has been undertaken into the creative and cultural significance of Edinburgh’s festivals, including the Fringe. This interdisciplinary research grounded in marketing, tourism, and festival and event management; and underpinned by constructivism, presents an understanding of types of brand relationships that exist between the Fringe and its primary stakeholders. This is achieved through defining both the Fringe brand image and its primary stakeholders; and applying these definitions to the development of a typology of Fringe-stakeholders’ brand relationships. The significance of this study is evident within its topic of inquiry and the research methods applied. In the little-considered arena of arts festivals and their stakeholders, this is the first in-depth study into the Fringe as a festival and festival brand. Within this, the definition of a Fringe brand image contributes to understanding the cultural and creative significance of the Fringe. Furthermore, this research contributes a unique understanding of the types of stakeholders that are engaged with the Fringe. The types of brand relationships that exist between these stakeholders and the Fringe are another significant contribution to knowledge and understanding. While specific to the present context, these findings may prove transferable to further festivals or events, and related areas and industries. The contribution made by this research to the methodological developments in festival and event studies is of additional significance. The application of visual research methods, including semiotic analysis and photo-elicitation within phenomenological interviews, has previously been applied in marketing, consumer, and tourism research, but not to the understanding of festival brands and stakeholders’ brand relationship types. Findings of this research illustrate that existing marketing and consumer brand frameworks and stakeholder theories are applicable to festivals. Further, it is possible to define ‘a’ Fringe brand image which is subjective and contradictory. The unique open-access and organic, operational model of the Fringe facilitates its many contributors, and consumers. Fringe stakeholders may be categorised according to their level of engagement with the Fringe (as primary or secondary) and their particular stakeholder role(s), which are varied and multiple. Fringe-stakeholder brand relationship types are overwhelmingly positive; and are based upon interpersonal relationship dimensions (including friendships, marriages, kinships and partnerships). Fringe-stakeholder brand relationship types can be classified therefore as having similar dimensions to those brand relationship types previously described for consumer products and brands.

Learning and Reuse of Experience in Behavior-Based Service Robots

M.H.Lee, Q. Meng and H. Holstein, ?Learning and Reuse of Experience in Behavior-Based Service Robots?, Seventh International Conference on Control, Automation, Robotics and Vision (ICARCV2002), pp1019-24, December 2002, Singapore

Accurate Range Image Registration: Eliminating or Modelling Outliers

Liu, Yonghuai, Liu, Honghai, Li, Longzhuang, Wei, Baogang. Accurate Range Image Registration: Eliminating or Modelling Outliers. Proceedings of 12th IEEE Conference on Emerging Technologies and Factory Automation, 2007, pp. 1316-1323. Sponsorship: IEEE

Using hybrid knowledge engineering and image processing in color virtual restoration of ancient murals

IEEE Transactions on Knowledge and Data Engineering, vol. 15, no. 5, pp. 1338-1343, 2003.

Model-based detection of spiculated lesions in mammograms

R. Zwiggelaar, T.C. Parr, J.E. Schumm. I.W. Hutt, S.M. Astley, C.J. Taylor and C.R.M. Boggis, 'Model-based detection of spiculated lesions in mammograms', Medical Image Analysis 3 (1), 39-62 (1999)

Review of inspection techniques based on the elastic and inelastic scattering of X-rays and their potential in the food and agricultural industry

C.R. Bull, R. Zwiggelaar and R.D. Speller, 'Review of inspection techniques based on the elastic and inelastic scattering of X-rays and their potential in the food and agricultural industry', Journal of Food Engineering 33 (1-2), 167-179 (1997)

Modelling uncertainty in agricultural image analysis

C.M. Onyango, J.A. Marchant and R. Zwiggelaar, 'Modelling uncertainty in agricultural image analysis', Computers and Electronics in Agriculture 17 (3), 295-305 (1997)

Cellular automata and non-static image processing for embodied robot systems on a massively parallel processor array

Huelse, M, Barr, D R W, Dudek, P: Cellular Automata and non-static image processing for embodied robot systems on a massively parallel processor array. In: Adamatzky, A et al. (eds) AUTOMATA 2008, Theory and Applications of Cellular Automata. Luniver Press, 2008, pp. 504-510. Sponsorship: EPSRC

Semi-Supervised OWA Aggregation for Link-Based Similarity Evaluation and Alias Detection

T.Boongoen and Q. Shen. Semi-Supervised OWA Aggregation for Link-Based Similarity Evaluation and Alias Detection. Proceedings of the 18th International Conference on Fuzzy Systems (FUZZ-IEEE'09), pp. 288-293, 2009. Sponsorship: EPSRC

PHOTOREFRACTIVE CRYSTAL-BASED ACOUSTO-OPTIC IMAGING IN THE NEAR-INFRARED AND ITS APPLICATIONS

Acousto-optic (AO) sensing and imaging (AOI) is a dual-wave modality that combines ultrasound with diffusive light to measure and/or image the optical properties of optically diffusive media, including biological tissues such as breast and brain. The light passing through a focused ultrasound beam undergoes a phase modulation at the ultrasound frequency that is detected using an adaptive interferometer scheme employing a GaAs photorefractive crystal (PRC). The PRC-based AO system operating at 1064 nm is described, along with the underlying theory, validating experiments, characterization, and optimization of this sensing and imaging apparatus. The spatial resolution of AO sensing, which is determined by spatial dimensions of the ultrasound beam or pulse, can be sub-millimeter for megahertz-frequency sound waves.A modified approach for quantifying the optical properties of diffuse media with AO sensing employs the ratio of AO signals generated at two different ultrasound focal pressures. The resulting “pressure contrast signal” (PCS), once calibrated for a particular set of pressure pulses, yields a direct measure of the spatially averaged optical transport attenuation coefficient within the interaction volume between light and sound. This is a significant improvement over current AO sensing methods since it produces a quantitative measure of the optical properties of optically diffuse media without a priori knowledge of the background illumination. It can also be used to generate images based on spatial variations in both optical scattering and absorption. Finally, the AO sensing system is modified to monitor the irreversible optical changes associated with the tissue heating from high intensity focused ultrasound (HIFU) therapy, providing a powerful method for noninvasively sensing the onset and growth of thermal lesions in soft tissues. A single HIFU transducer is used to simultaneously generate tissue damage and pump the AO interaction. Experimental results performed in excised chicken breast demonstrate that AO sensing can identify the onset and growth of lesion formation in real time and, when used as feedback to guide exposure parameters, results in more predictable lesion formation.

Camera Canvas: Image Editing Software for People with Disabilities

Poster is based on the following paper: C. Kwan and M. Betke. Camera Canvas: Image editing software for people with disabilities. In Proceedings of the 14th International Conference on Human Computer Interaction (HCI International 2011), Orlando, Florida, July 2011.

Priority-Based Synchronization of Distributed Data

We consider the general problem of synchronizing the data on two devices using a minimum amount of communication, a core infrastructural requirement for a large variety of distributed systems. Our approach considers the interactive synchronization of prioritized data, where, for example, certain information is more time-sensitive than other information. We propose and analyze a new scheme for efficient priority-based synchronization, which promises benefits over conventional synchronization.

World Wide Web Image Search Engines

We propose the development of a world wide web image search engine that crawls the web collecting information about the images it finds, computes the appropriate image decompositions and indices, and stores this extracted information for searches based on image content. Indexing and searching images need not require solving the image understanding problem. Instead, the general approach should be to provide an arsenal of image decompositions and discriminants that can be precomputed for images. At search time, users can select a weighted subset of these decompositions to be used for computing image similarity measurements. While this approach avoids the search-time-dependent problem of labeling what is important in images, it still holds several important problems that require further research in the area of query by image content. We briefly explore some of these problems as they pertain to shape.

Deformable Prototypes for Encoding Shape Categories in Image Databases

We describe a method for shape-based image database search that uses deformable prototypes to represent categories. Rather than directly comparing a candidate shape with all shape entries in the database, shapes are compared in terms of the types of nonrigid deformations (differences) that relate them to a small subset of representative prototypes. To solve the shape correspondence and alignment problem, we employ the technique of modal matching, an information-preserving shape decomposition for matching, describing, and comparing shapes despite sensor variations and nonrigid deformations. In modal matching, shape is decomposed into an ordered basis of orthogonal principal components. We demonstrate the utility of this approach for shape comparison in 2-D image databases.

Image Digestion and Relevance Feedback in the ImageRover WWW Search Engine

ImageRover is a search by image content navigation tool for the world wide web. The staggering size of the WWW dictates certain strategies and algorithms for image collection, digestion, indexing, and user interface. This paper describes two key components of the ImageRover strategy: image digestion and relevance feedback. Image digestion occurs during image collection; robots digest the images they find, computing image decompositions and indices, and storing this extracted information in vector form for searches based on image content. Relevance feedback occurs during index search; users can iteratively guide the search through the selection of relevant examples. ImageRover employs a novel relevance feedback algorithm to determine the weighted combination of image similarity metrics appropriate for a particular query. ImageRover is available and running on the web site.