Detection of back-to-back proton pairs in charged-current neutrino interactions with the ArgoNeuT detector in the NuMI low energy beam line

Short range nucleon-nucleon correlations in nuclei (NN SRC) carry important information on nuclear structure and dynamics. NN SRC have been extensively probed through two-nucleon knock- out reactions in both pion and electron scattering experiments. We report here on the detection of two-nucleon knock-out events from neutrino interactions and discuss their topological features as possibly involving NN SRC content in the target argon nuclei. The ArgoNeuT detector in the Main Injector neutrino beam at Fermilab has recorded a sample of 30 fully reconstructed charged current events where the leading muon is accompanied by a pair of protons at the interaction vertex, 19 of which have both protons above the Fermi momentum of the Ar nucleus. Out of these 19 events, four are found with the two protons in a strictly back-to-back high momenta configuration directly observed in the final state and can be associated to nucleon Resonance pionless mechanisms involving a pre-existing short range correlated np pair in the nucleus. Another fraction (four events) of the remaining 15 events have a reconstructed back-to-back configuration of a np pair in the initial state, a signature compatible with one-body Quasi Elastic interaction on a neutron in a SRC pair. The detection of these two subsamples of the collected (mu- + 2p) events suggests that mechanisms directly involving nucleon-nucleon SRC pairs in the nucleus are active and can be efficiently explored in neutrino-argon interactions with the LAr TPC technology.

Application of cell line based genomic predictors to predict response to targeted therapies in breast cancer

Cancer cell lines can be treated with a drug and the molecular comparison of responders and non-responders may yield potential predictors that could be tested in the clinic. It is a bioinformatics challenge to apply the cell line-derived multivariable response predictors to patients who respond to therapy. Using the gene expression data from 23 breast cancer cell lines, I developed three predictors of dasatinib sensitivity by selecting differentially expressed genes and applying different classification algorithms. The performance of these predictors on independent cell lines with known dasatinib response was tested. The predictor based on weighted voting method has the best overall performance. It correctly predicted dasatinib sensitivity in 11 out of 12 (92%) breast and 17 out of 23 (74%) lung cancer cell lines. These predictors were then applied to the gene expression data from 133 breast cancer patients in an attempt to predict how the patients might respond to dasatinib therapy. Two predictors identified 13 patients in common to be dasatinib sensitive. Sixty two percent of these cases are triple negative (ER-negative, HER2-negative and PR-negative) and 76% are double negative. The result is consistent with the findings from other studies, which identified a target population for dasatinib treatment to be triple negative or basal breast cancer subtype. In conclusion, we think that the cell line-derived dasatinib classifiers can be applied to the human patients. ^

The cost effective management of Central Line-Associated Bloodstream Infections (CLABSIs) comparing the central line bundle to antimicrobialcoated central venous catheters: A systematic review

Central Line-Associated Bloodstream Infections (CLABSIs) are one of the most costly and preventable cases of morbidity and mortality among intensive care units (ICUs) in health care today. In 2008, the Centers for Medicare and Medicaid Services Medicare Program, under the Deficit Reduction Act, announced it will no longer reimburse hospitals for such adverse events among those related to CLABSIs. This reveals the financial burden shift onto the hospital rather than the health care payer who can now withhold reimbursements. With this weighing more heavily on hospital management, decision makers will need to find a way to completely prevent cases of CLABSI or simply pay for the financial consequences. ^ To reduce the risk of CLABSIs, several clinical, preventive interventions have been studied and even instituted including the Central Line (CL) Bundle and Antimicrobial Coated Central Venous Catheters (AM-CVCs). I carried out a formal systematic review on the topic to compare the cost-effectiveness of the Central Line (CL) Bundle to the commercially available antimicrobial coated central venous catheters (AM-CVCs) in preventing CLABSIs among critically and chronically ill patients in the U.S. Evidence was assessed for inclusion against predefined criteria. I, myself, conducted the data extraction. Ten studies were included in the review. Efficacy in reducing the mean incidence rate of CLABSI by the CL Bundle and AM-CVC interventions were compared with one another including costs. ^ The AM-CVC impregnated with antibiotics, rifampin-minocycline (AI-RM) is more clinically effective than the CL Bundle in reducing the mean rate of CLABSI per 1,000 catheter days. The lowest mean incidence rate of CLABSI per 1,000 catheter days among the AM-CVC studies was as low as zero in favor of the AI-RM. Moreover, the review revealed that the AI-RM appears to be more cost-effective than the CL Bundle. Results showed the adjusted incremental cost of the CL Bundle per ICU patient requiring a CVC to be approximately $196 while the AI-RM at only an additional cost of $48 per ICU patient requiring a CVC. ^ Limited data regarding the cost of the CL Bundle made it difficult to make a true comparison to the direct cost of the AM-CVCs. However, using the result I did have from this review, I concluded that the AM-CVCs do appear to be more cost-effective in decreasing the mean rate of CLABSI while also minimizing incremental costs per CVC than the CL Bundle. This review calls for further research addressing the cost of the CL Bundle and compliance and more effective study designs such as randomized control trials comparing the efficacy and cost of the CL Bundle to the AM-CVCs. Barriers that may face health care managers when implementing the CL Bundle or AM-CVCs include additional costs associated with the intervention, educational training and ongoing reinforcement as well as creating a new culture of understanding.^

Calculation Methodology and Fabrication Procedures for Particle Accelerator Strip-Line Kickers: Application to the CTF3 Combiner Ring Extraction Kicker and TL2 Tail Clippers

A particle accelerator is any device that, using electromagnetic fields, is able to communicate energy to charged particles (typically electrons or ionized atoms), accelerating and/or energizing them up to the required level for its purpose. The applications of particle accelerators are countless, beginning in a common TV CRT, passing through medical X-ray devices, and ending in large ion colliders utilized to find the smallest details of the matter. Among the other engineering applications, the ion implantation devices to obtain better semiconductors and materials of amazing properties are included. Materials supporting irradiation for future nuclear fusion plants are also benefited from particle accelerators. There are many devices in a particle accelerator required for its correct operation. The most important are the particle sources, the guiding, focalizing and correcting magnets, the radiofrequency accelerating cavities, the fast deflection devices, the beam diagnostic mechanisms and the particle detectors. Most of the fast particle deflection devices have been built historically by using copper coils and ferrite cores which could effectuate a relatively fast magnetic deflection, but needed large voltages and currents to counteract the high coil inductance in a response in the microseconds range. Various beam stability considerations and the new range of energies and sizes of present time accelerators and their rings require new devices featuring an improved wakefield behaviour and faster response (in the nanoseconds range). This can only be achieved by an electromagnetic deflection device based on a transmission line. The electromagnetic deflection device (strip-line kicker) produces a transverse displacement on the particle beam travelling close to the speed of light, in order to extract the particles to another experiment or to inject them into a different accelerator. The deflection is carried out by the means of two short, opposite phase pulses. The diversion of the particles is exerted by the integrated Lorentz force of the electromagnetic field travelling along the kicker. This Thesis deals with a detailed calculation, manufacturing and test methodology for strip-line kicker devices. The methodology is then applied to two real cases which are fully designed, built, tested and finally installed in the CTF3 accelerator facility at CERN (Geneva). Analytical and numerical calculations, both in 2D and 3D, are detailed starting from the basic specifications in order to obtain a conceptual design. Time domain and frequency domain calculations are developed in the process using different FDM and FEM codes. The following concepts among others are analyzed: scattering parameters, resonating high order modes, the wakefields, etc. Several contributions are presented in the calculation process dealing specifically with strip-line kicker devices fed by electromagnetic pulses. Materials and components typically used for the fabrication of these devices are analyzed in the manufacturing section. Mechanical supports and connexions of electrodes are also detailed, presenting some interesting contributions on these concepts. The electromagnetic and vacuum tests are then analyzed. These tests are required to ensure that the manufactured devices fulfil the specifications. Finally, and only from the analytical point of view, the strip-line kickers are studied together with a pulsed power supply based on solid state power switches (MOSFETs). The solid state technology applied to pulsed power supplies is introduced and several circuit topologies are modelled and simulated to obtain fast and good flat-top pulses.

Migration to an a on-line laboatory in mechanical engineering. The case of a cam-follower design practice.

The European Higher Education Area (EHEA) has leaded to a change in the way the subjects are taught. One of the more important aspects of the EHEA is to support the autonomous study of the students. Taking into account this new approach, the virtual laboratory of the subject Mechanisms of the Aeronautical studies at the Technical University of Madrid is being migrated to an on-line scheme. This virtual laboratory consist on two practices: the design of cam-follower mechanisms and the design of trains of gears. Both practices are software applications that, in the current situation, need to be installed on each computer and the students carry out the practice at the computer classroom of the school under the supervision of a teacher. During this year the design of cam-follower mechanisms practice has been moved to a web application using Java and the Google Development Toolkit. In this practice the students has to design and study the running of a cam to perform a specific displacement diagram with a selected follower taking into account that the mechanism must be able to work properly at high speed regime. The practice has maintained its objectives in the new platform but to take advantage of the new methodology and try to avoid the inconveniences that the previous version had shown. Once the new practice has been ready, a pilot study has been carried out to compare both approaches: on-line and in-lab. This paper shows the adaptation of the cam and follower practice to an on-line methodology. Both practices are described and the changes that has been done to the initial one are shown. They are compared and the weak and strong points of each one are analyzed. Finally we explain the pilot study carried out, the students impression and the results obtained.

Migration to an a on.line laboratory in mechanical engineering. The case of a cam follower design practice.

The European Higher Education Area (EHEA) has leaded to a change in the way the subjects are taught. One of the more important aspects of the EHEA is to support the autonomous study of the students. Taking into account this new approach, the virtual laboratory of the subject Mechanisms of the Aeronautical studies at the Technical University of Madrid is being migrated to an on-line scheme. This virtual laboratory consist on two practices: the design of cam-follower mechanisms and the design of trains of gears. Both practices are software applications that, in the current situation, need to be installed on each computer and the students carry out the practice at the computer classroom of the school under the supervision of a teacher. During this year the design of cam-follower mechanisms practice has been moved to a web application using Java and the Google Development Toolkit. In this practice the students has to design and study the running of a cam to perform a specific displacement diagram with a selected follower taking into account that the mechanism must be able to work properly at high speed regime. The practice has maintained its objectives in the new platform but to take advantage of the new methodology and try to avoid the inconveniences that the previous version had shown. Once the new practice has been ready, a pilot study has been carried out to compare both approaches: on-line and in-lab. This paper shows the adaptation of the cam and follower practice to an on-line methodology. Both practices are described and the changes that has been done to the initial one are shown. They are compared and the weak and strong points of each one are analyzed. Finally we explain the pilot study carried out, the students impression and the results obtained.

First results obtained using the CENBG nanobeam line: performances and applications

A high resolution focused beam line has been recently installed on the AIFIRA (“Applications Interdisciplinaires des Faisceaux d’Ions en Région Aquitaine”) facility at CENBG. This nanobeam line, based on a doublet–triplet configuration of Oxford Microbeam Ltd. OM-50™ quadrupoles, offers the opportunity to focus protons, deuterons and alpha particles in the MeV energy range to a sub-micrometer beam spot. The beam optics design has been studied in detail and optimized using detailed ray-tracing simulations and the full mechanical design of the beam line was reported in the Debrecen ICNMTA conference in 2008. During the last two years, the lenses have been carefully aligned and the target chamber has been fully equipped with particle and X-ray detectors, microscopes and precise positioning stages. The beam line is now operational and has been used for its firstapplications to ion beam analysis. Interestingly, this set-up turned out to be a very versatile tool for a wide range of applications. Indeed, even if it was not intended during the design phase, the ion optics configuration offers the opportunity to work either with a high current microbeam (using the triplet only) or with a lower current beam presenting a sub-micrometer resolution (using the doublet–triplet configuration). The performances of the CENBGnanobeam line are presented for both configurations. Quantitative data concerning the beam lateral resolutions at different beam currents are provided. Finally, the firstresults obtained for different types of application are shown, including nuclear reaction analysis at the micrometer scale and the firstresults on biological samples

Las presentaciones de trabajo en lengua inglesa: una propuesta de curso on-line.

Desde la explosión de crecimiento de internet que comenzó en los años 90, se han ido creando y poniendo a disposición de los usuarios diversas herramientas para compartir información y servicios de diversas formas, desde el nacimiento del primer navegador hasta nuestros días, donde hay infinidad de lenguajes aplicables al ámbito web. En esta fase de crecimiento, en primer lugar, de cara a usuarios individuales, saldrían herramientas que permitirían a cada cual hacer su web personal, con sus contenidos expuestos. Más adelante se fue generando el fenómeno “comunidad”, con, por ejemplo, foros, o webs en las que había múltiples usuarios que disfrutaban de contenidos o servicios que la web ofreciese. Este crecimiento del mundo web en lo comunitario ha avanzado en muchas ramas,entre ellas, por supuesto, la educacional, surgiendo plataformas como la que es base del proyecto que a continuación se presenta, y herramienta básica y prácticamente ya imprescindible en la enseñanza universitaria: Moodle. Moodle es una herramienta diseñada para compatir recursos y diseñar actividades para el usuario potencial, complementando su aprendizaje en aula, o incluso siendo una vía autónoma de aprendizaje en sí misma. Se ha realizado un estudio sobre el estado de saludo de los contenidos que se exponen en Moodle, y se ha encontrado que una gran mayoría de los cursos que se pueden visitar tienen un gran número de carencias. Por un lado, hay pocos con material original explotado exclusivamente para el curso, y, si tienen material original, no se ha observado una especial atención por la maquetación. Por otro lado, hay muchos otros sin material original, y, en ambos casos, no se ha encontrado ningún curso que ofrezca material audiovisual exclusivo para el curso, presentando algunos en su lugar material audiovisual encontrado en la red (Youtube, etc). A la vista de estos hechos, se ha realizado un proyecto que intenta aportar soluciones ante estas carencias, y se presenta un curso procedente de diversas referencias bibliográficas, para la parte textual, y material audiovisual original e inédito que también se ha explotado específicamente para este curso. Este material ha sido por un lado vídeo, que se ha visionado, editado y subtitulado con software de libre distribución, y por otro lado, audio, que complementa un completo glosario que se ha añadido como extra al curso y cuyo planteamiento no se ha encontrado en ningún curso online de los revisados. Todo esto se ha envuelto en una maquetación cuidada que ha sido fruto del estudio de los lenguajes web html y CSS, de forma que, por un lado, el curso sea un lugar agradable en el que aprender dentro de internet, y por otro, se pudiesen realizar ciertas operaciones que sin estos conocimientos habrían sido imposibles, como la realización del glosario o la incrustación de imágenes y vídeos. A su vez, se ha tratado de dar un enfoque didáctico a toda la memoria del proyecto, de forma que pueda ser de utilidad a un usuario futuro que quisiese profundizar en los usos de Moodle, introducirse en el lenguaje web, o introducirse en el mundo de la edición de vídeo. ABSTRACT: Since the explosion of Internet growth beginning in the 90s, many tools have been created and made available for users to share information and services in various ways, from the birth of the first browser until today, where there are plenty of web programming languages. This growth stage would give individual users tools that would allow everyone to make an own personal website, with their contents exposed. Later, the "community" phenomenon appeared with, for example, forums, or websites where multiple users enjoyed the content or web services that those websites offered. Also, this growth in the web community world has progressed in many fields, including education, with the emerge of platforms such as the one that this project uses as its basis, and which is the basic and imperative tool in college education: Moodle. Moodle is a tool designed to share resources and design activities for the potential user, completing class learning, or even letting this user learn in an autonomous way. In this project a study on the current situation of the content present in Moodle courses around the net has been carried out, and it has been found that most of them lack of original material exploited exclusively for the courses, and if they have original material, there has been not observed concern on the layout where that material lies. On the other hand, there are many other with non original material, and in both cases, there has not been found any course that offers audio- visual material made specifically for the course, instead of presenting some audiovisual material found on the net (Youtube, etc). In view of these facts, the project presented here seeks to provide solutions to these shortcomings, presenting a course with original material exploited from various references, and unpublished audioevisual material which also has been exploited specifically for this course. This material is, on one hand, video, which has been viewed, edited and subtitled with free software, and on the other, audio, which complements a comprehensive glossary that has been added as an extra feature to the course and whose approach was not found in any of the online courses reviewed. All of this has been packaged in a neat layout that has been the result of the study of web languages HTML and CSS, so that first, the course was a pleasant place to learn on the internet, and second, certain operations could be performed which without this knowledge would have been impossible, as the glossary design or embedding images and videos. Furthermore, a didactic approach has been adopted to the entire project memory, so it can be useful to a future user who wanted to go deeper on the uses of Moodle, containing an intro into the web language, or in the world video editing.

Characterization of a Right Angle Transfer Point in a Fruit Packing Line

Characteristics of the impacts su!ered by the fruit on a transfer point of an experimental fruit packing line were analysed. The transfer is made up by two transporting belts at di!erent heights forming an angle of 903. These transfer points are very common in fruit packing lines, in which fruits receive two impacts: the "rst onto the belt base and the second into the lateral plate. Diferent tests were carried out to study the e!ect of transfer height, velocity, belt structure and padding on the acceleration values recorded by an instrumental sphere (IS 100). Results showed that transfer height and belt structure a!ect mainly impact values on the belt base, and padding a!ects mainly impact values registered for lateral contact. The elect of belt velocity in both impacts is less important when compared to the rest of the variables. Additionally, two powered transfer decelerators were tested at the same point with the aim of decreasing impacts su!ered by the fruit. Comparing impacts registered using these decelerators to those analysed in the first part of the study without decelerators, a high reduction of the impact values was observed.

On-line measurement of soil properties without direct spectral response in near infrared spectral range

So far, the majority of reports on on-line measurement considered soil properties with direct spectral responses in near infrared spectroscopy (NIRS). This work reports on the results of on-line measurement of soil properties with indirect spectral responses, e.g. pH, cation exchange capacity (CEC), exchangeable calcium (Caex) and exchangeable magnesium (Mgex) in one field in Bedfordshire in the UK. The on-line sensor consisted of a subsoiler coupled with an AgroSpec mobile, fibre type, visible and near infrared (vis–NIR) spectrophotometer (tec5 Technology for Spectroscopy, Germany), with a measurement range 305–2200 nm to acquire soil spectra in diffuse reflectance mode. General calibration models for the studied soil properties were developed with a partial least squares regression (PLSR) with one-leave-out cross validation, using spectra measured under non-mobile laboratory conditions of 160 soil samples collected from different fields in four farms in Europe, namely, Czech Republic, Denmark, Netherland and UK. A group of 25 samples independent from the calibration set was used as independent validation set. Higher accuracy was obtained for laboratory scanning as compared to on-line scanning of the 25 independent samples. The prediction accuracy for the laboratory and on-line measurements was classified as excellent/very good for pH (RPD = 2.69 and 2.14 and r2 = 0.86 and 0.78, respectively), and moderately good for CEC (RPD = 1.77 and 1.61 and r2 = 0.68 and 0.62, respectively) and Mgex (RPD = 1.72 and 1.49 and r2 = 0.66 and 0.67, respectively). For Caex, very good accuracy was calculated for laboratory method (RPD = 2.19 and r2 = 0.86), as compared to the poor accuracy reported for the on-line method (RPD = 1.30 and r2 = 0.61). The ability of collecting large number of data points per field area (about 12,800 point per 21 ha) and the simultaneous analysis of several soil properties without direct spectral response in the NIR range at relatively high operational speed and appreciable accuracy, encourage the recommendation of the on-line measurement system for site specific fertilisation.

Characterization of a 90° Transfer Point in a Fruit Packing Line.

Characteristics of the impacts suffered by the fruit on a transfer point of an experimental fruit packing line were analysed. The transfer is made up by two transporting belts at different heights forming an angle of 90°. These transfer points are very common in fruit packing lines, in which fruits receive two impacts: the first onto the belt base and the second into the lateral plate. Different tests were earned out to study the effect of transfer height, velocity, belt structure and padding on tire acceleration values recorded by an instrumental sphere (IS 100). Results showed that transfer height and belt structure affect mainly impact values on the belt base, and padding affects mainly impact values registered in lateral impact. The effect of belt velocity in both impacts is less important when compared to the rest of the variables. Additionally, two powered transfer decelerators were tested at the same point with the aim of decreasing impacts suffered by the fruit. Comparing impacts registered using these decelerators to those analysed in the first part of the study without decelerators a high reduction of the impact values was observed.

Novel educational assessment for building structures: Automatic evaluation of on-line graphics

This article presents a new automatic evaluation for on-line graphics, its application and the numerous advantages achieved applying this developed correcting method. The software application developed by the Innovation in Education Group “E4”, from the Technical University of Madrid, is oriented for the online self-assessment of the graphic drawings that students carry out as continuous training. The adaptation to the European Higher Educational Area is an important opportunity to research about the possibilities of on-line education assessment. In this way, a new software tool has been developed for continuous self-testing by undergraduates. Using this software it is possible to evaluate the graphical answer of the students. Thus, the drawings made on-line by students are automatically corrected according to the geometry (straight lines, sloping lines or second order curves) and by sizes (depending on the specific values which define the graphics).

O rádio FM e a propaganda em seu espaço on line

As emissoras de rádio não utilizam, de maneira eficiente, os espaços que possuem na internet. Foi baseado nesta hipótese que este trabalho foi construído. Trata-se de um estudo realizado a partir de sites de emissoras de rádio com sede na Capital Paulista, através do qual foi possível observar a maneira como as emissoras utilizam seus espaços on-line para a busca da interatividade com seus ouvintes e também a colocação de materiais publicitários de seus anunciantes. Após a etapa de pesquisa nos sites, especialistas divididos em professores universitários, anunciantes, profissionais de agências de propaganda e de veículos de comunicação foram procurados, com o intuito de verificar se acreditavam na possibilidade / capacidade de construção de uma relação interativa entre as emissoras de rádio, seus sites e seu público. Apesar da totalidade dos questionários apontar a crença nesta possibilidade, estes profissionais não mostraram caminhos possíveis para a utilização desta mídia audiovisual como complementação do processo comunicacional com o rádio. Assim, coube a este trabalho apresentar possibilidades de interação entre o mundo virtual e o rádio.(AU)

O rádio FM e a propaganda em seu espaço on line

As emissoras de rádio não utilizam, de maneira eficiente, os espaços que possuem na internet. Foi baseado nesta hipótese que este trabalho foi construído. Trata-se de um estudo realizado a partir de sites de emissoras de rádio com sede na Capital Paulista, através do qual foi possível observar a maneira como as emissoras utilizam seus espaços on-line para a busca da interatividade com seus ouvintes e também a colocação de materiais publicitários de seus anunciantes. Após a etapa de pesquisa nos sites, especialistas divididos em professores universitários, anunciantes, profissionais de agências de propaganda e de veículos de comunicação foram procurados, com o intuito de verificar se acreditavam na possibilidade / capacidade de construção de uma relação interativa entre as emissoras de rádio, seus sites e seu público. Apesar da totalidade dos questionários apontar a crença nesta possibilidade, estes profissionais não mostraram caminhos possíveis para a utilização desta mídia audiovisual como complementação do processo comunicacional com o rádio. Assim, coube a este trabalho apresentar possibilidades de interação entre o mundo virtual e o rádio.(AU)

O BOCA A BOCA ON-LINE: AS IMPLICAÇÕES DA VOZ DO CONSUMIDOR NA COMUNICAÇÃO DE MERCADO

O consumidor contemporâneo, inserido em um novo ambiente de comunicação, potencializa suas expressões, capaz de avaliar uma marca ou produto e transmitir sua opinião pelas redes sociais, ou seja, o consumidor expressa suas opiniões e desejos dialogando com seus pares de forma espontânea nas redes sociais on-line. É neste ambiente de participação e interação (ciberespaço) que está nosso objeto de estudo, o boca a boca on-line – a voz do consumidor contemporâneo, também conhecido como uma manifestação informativa pessoal ou uma conversa, a opinion sharing. Proporcionado pelos consumidores nas redes sociais on-line, o boca a boca se fortalece em função das possibilidades de interação, característica da sociedade em rede. Nesse cenário, oobjetivo desta pesquisa é caracterizar o boca a boca on-line como um novo fluxo comunicacional entre consumidores, hoje potencializado pelas novas tecnologias da comunicação, capazes de alterar a percepção da marca e demonstrar o uso, pelas marcas, das redes sociais on-line ainda como um ambiente de comunicação unidirecional. Mediante três casos selecionados por conveniência (dois casos nacionais e um internacional), o corpus de análise de nossa pesquisa se limitou aos 5.084 comentários disponibilizados após publicação de matérias jornalísticas no Portal G1 e nas fanpages (Facebook), ambos relativos aos casos selecionados. Com a Análise de Conteúdo dos posts, identificamos e categorizamos a fala do consumidor contemporâneo, sendo assim possível comprovar que as organizações/marcas se valem da cultura do massivo, não dialogando com seus consumidores, pois utilizam as redes sociais on-line ainda de forma unidirecional, além de não darem a devida atenção ao atual fluxo onde se evidencia a opinião compartilhada dos consumidores da sociedade em rede.