Apples, oranges and fruit salad : a Delphi study of the IMC educational mix

Once, we thought that comparing advertising and public relations was a bit like comparing apples and oranges. But with integration the new flavour, many academics are trying to cut and combine and create a fruit salad that will entice their customers and satisfy their stakeholders. While this has produced some culinary triumphs, it has also produced heartburn in equal quantity. This paper seeks the perfect recipe for integrated marketing communication (IMC) education by asking a Delphi panel of IMC champions questions relating to the place of IMC in the university setting; the teaching, research and curriculum development issues and the future for IMC education. The panel draws a chaotic picture of IMC education and identifies some important obstacles to curriculum development. It also predicts a number of key challenges for the future, including turf wars; the lack of faculty experience and enthusiasm to embrace IMC and the desperate need to grow the IMC brand. But perhaps the greatest challenge is how to create a generalist education in a culture of pecialisation that exists both in the university and in the workplace.

“My hands are plunged in oranges���…: an experiential account of a working process

This presentation incorporated the live performance throughout, by the author, of movement from “The All Weather Project” by Liz Roche. Movement sections are indicated by italics. “I am going to start by dancing for you… Movement: Live performance of solo approximately 10 minutes in duration This is the introduction... Through my PhD research, I am examining the choreographic process from the perspective of the independent contemporary dancer, through embodying this role as a researcher/participant. My methodological frameworks, which utilise video documentation and journal writing, could be characterised as ethnographic, multi-modal embodied theorising, leading to “multi-dimensional theorising” (I adopt this term from Susan Melrose). In this way, I am unwinding the embodied practice of dancing, through the co-existent layers of experience, towards forming a theoretical understanding of the issues that arise for the dancer. The issues that I have identified as relevant to my research are those relating to the dancer’s ‘moving identity’ or way of moving, as a mutable and adaptable form that must alter and re-adjust to each different choreographic engram or movement vocabulary, that she/he encounters. I am examining this interplay between stability and change. I also reflect on the impact of destabilisation and flux on the dancer’s identity in a wider sense, as she/he relates outwardly to signifying factors within the social strata. Today I am going to bring you through a reflection on the working process of a dance piece as experienced from the inside. By doing so, I hope to capture and elucidate the multi-dimensional layers which existed for me within this process. Through displaying these fragments together, I endeavour to invoke the ‘totality’ of the experience...

Written words turned into moving Images: Jeanette Winterson translates "Oranges Are Not the Only Fruit for the Screen"

Eterio Pajares, Raquel Merino y José Miguel Santamaría (eds.)

Packing house workers with Old Mission Brand crates and oranges, Covina, California, 1907

Packing house workers with Old Mission Brand crates and oranges, Covina, California, 1907. [Label: Old Mission Brand, Frank M. Chapman, Covina, California]

Mixing apples with oranges? Partisanship and active labour market policies in Europe

There are competing theoretical expectations and conflicting empirical results concerning the impact of partisanship on spending on active labour market policies (ALMPs). This paper argues that one should distinguish between different ALMPs. Employment incentives and rehabilitation programmes incentivize the unemployed to accept jobs. Direct job creation reduces the supply of labour by creating non-commercial jobs. Training schemes raise the human capital of the unemployed. Using regression analysis this paper shows that the positions of political parties towards these three types of ALMPs are different. Party preferences also depend on the welfare regime in which parties are located. In Scandinavia, left-wing parties support neither employment incentives nor direct job creation schemes. In continental and Liberal welfare regimes, left-wing parties oppose employment incentives and rehabilitation programmes to a lesser extent and they support direct job creation. There is no impact of partisanship on training. These results reconcile the previously contradictory findings concerning the impact of the Left on ALMPs.

Postharvest harpin or Bacillus thuringiensis treatments suppress citrus black spot in 'Valencia' oranges

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Application of plant growth regulators at pre-harvest for fruit development of 'PÊRA' oranges

O trabalho objetivou avaliar os efeitos de auxinas e giberelinas, combinados e aplicados em pré-colheita no desenvolvimento e na taxa de queda natural de frutos de laranjeira 'Pêra'. Foram utilizadas árvores de laranjeira (Citrus sinensis Osbeck) cultivar Pêra com 5 anos de idade. Os tratamentos foram: GA3 + 2,4-D 12,5mg L-1 de cada; GA3 + 2,4-D 25mg L-1; GA3 + 2,4-D 37,5mg L-1; GA3 + NAA 12,5mg L-1; GA3 + NAA 25mg L-1; GA3 + NAA 37,5mg L-1; NAA + 2,4-D 12,5mg L-1; NAA + 2,4-D 25mg L-1; NAA + 2,4-D 37,5mg L-1 e testemunha (água). Durante todo o período experimental foram realizadas três aplicações a intervalos de 45 dias. As variáveis avaliadas foram: Taxa de queda natural dos frutos (%), comprimento (mm), diâmetro (mm) e massa fresca dos frutos (g). Nenhum dos tratamentos proporcionaram alterações no desenvolvimento final dos frutos, mas reduziram a taxa de queda natural em comparação com a testemunha em até 78,05%, inibindo a abscisão dos frutos em até três meses.

Plant growth regulators on the pre-harvest period of 'Pêra' oranges

Neste estudo, avaliou-se os efeitos de auxinas e giberelinas, combinados e aplicados em pré-colheita na qualidade interna de frutos de laranjeira Pêra. Citrus sinensis Osbeck cultivar Pêra foram pulverizadas com três aplicações, em intervalos de 45 dias, com os seguintes tratamentos: GA3 + 2,4-D a 12,5mg L-1 de cada; GA3 + 2,4-D 25mg L-1; GA3 + 2,4-D 37,5mg L-1; GA3 + NAA 12,5mg L-1;GA3 + NAA 25mg L-1; GA3 + NAA 37,5mg L-1; NAA + 2,4-D 12,5mg L-1; NAA+2,4-D 25mg L-1; NAA+2,4-D 37,5mg L-1 e testemunha (água). Os resultados mostraram que os tratamentos não prejudicaram a qualidade interna dos frutos. Além disso, os níveis de resíduo de reguladores vegetais no suco, ficaram abaixo de 0,05mg L-1, 110 dias após a última aplicação.

Effect of temperature and leaf wetness duration on infection of sweet oranges by Asiatic citrus canker

Asiatic citrus canker, caused by Xanthomonas smithii ssp. citri, formerly X. axonopodis pv. citri, is one of the most serious phytosanitary problems in Brazilian citrus crops. Experiments were conducted under controlled conditions to assess the influence of temperature and leaf wetness duration on infection and subsequent symptom development of citrus canker in sweet orange cvs Hamlin, Natal, Pera and Valencia. The quantified variables were incubation period, disease incidence, disease severity, mean lesion density and mean lesion size at temperatures of 12, 15, 20, 25, 30, 35, 40 and 42 degrees C, and leaf wetness durations of 0, 4, 8, 12, 16, 20 and 24 h. Symptoms did not develop at 42 degrees C. A generalized beta function showed a good fit to the temperature data, severity being highest in the range 30-35 degrees C. The relationship between citrus canker severity and leaf wetness duration was explained by a monomolecular model, with the greatest severity occurring at 24 h of leaf wetness, with 4 h of wetness being the minimum duration sufficient to cause 100% incidence at optimal temperatures of 25-35 degrees C. Mean lesion density behaved similarly to disease severity in relation to temperature variation and leaf wetness duration. A combined monomolecular-beta generalized model fitted disease severity, mean lesion density or lesion size as a function of both temperature and duration of leaf wetness. The estimated minimum and maximum temperatures for the occurrence of disease were 12 degrees C and 40 degrees C, respectively.

Effects of G a3 dosis associated with organosilicone on sweet oranges in Brazil

GA3 was tested in sweet oranges 'Pera' and 'Hamlin' for delay the picking time without loosening of fruit quality for processing. Hamlin is the firths cv processed in Brazil and Pera is a mid season cv and extending their period of processing is important. Two experiments were made at the Citrus Experimental Station during 1996 season. The treatments are 5 ppm of GA 3 + 0,05% Silwett L-77® (organosilicone), 10 ppm of GA 3 + 0,05% of Silwet L-77®, 20 ppm of GA3 + 0,1% Herbitensil® (Noniphenoloxietilate 40%m/v + isopropilic alcohol 15% m/v) and control, repeated 7 times for Hamlin and 8 times for Pera, with one tree each parcel. The treatments were applied in May 1996, at the stage of greenish yellow colour of the fruits. Evaluations were made each 20 days interval till the final picking, It was analysed fruit quality and retention force for picking and puncture resistance. The results showed no differences for fruit quality of Hamlin from July to mid September and for Pera till September. After some differences occurred. The GA3 treatments were effectives in maintain the fruit retention force for both cvs for 120 days after application. In relation to fruit puncture resistance the treatments with GA3 differed of the control for both cvs, accordingly with the doses and mixtures. The colour index was better maintained with 5ppm of GA3 plus 0,05% of Silwet L-77®. The total fruit production did not differ for both cultivars.

Physico-chemical characterization of seed oils extracted from oranges (Citrus sinensis)

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

GUS expression in sweet oranges (Citrus sinensis L. Osbeck) driven by three different phloem-specific promoters

Huanglongbing (HLB) is associated with Candidatus Liberibacter spp., endogenous, sieve tube-restricted bacteria that are transmitted by citrus psyllid insect vectors. Transgenic expression in the phloem of specific genes that might affect Ca. Liberibacter spp. growth and development may be an adequate strategy to improve citrus resistance to HLB. To study specific phloem gene expression in citrus, we developed three different binary vector constructs with expression cassettes bearing the beta-glucuronidase (GUS) reporter gene (uidA) under the control of one of the three different promoters: Citrus phloem protein 2 (CsPP2), Arabidopsis thaliana phloem protein 2 (AtPP2), and Arabidopsis thaliana sucrose transporter 2 (AtSUC2). Transgenic lines of 'Hamlin', 'Pera', and 'Valencia' sweet oranges [Citrus sinensis (L.) Osbeck] were produced via Agrobacterium tumefaciens transformation. The epicotyl segments collected from in vitro germinated seedlings were used as explants. The gene nptII, which confers resistance to the antibiotic kanamycin, was used for selection. The transformation efficiency was expressed as the number of GUS-positive shoots over the total number of explants and varied from 1.54 to 6.08 % among the three cultivars and three constructs studied. Several lines of the three sweet orange cultivars analyzed using PCR and Southern blot analysis were genetically transformed with the three constructs evaluated. The histological GUS activity in the leaves indicates that the uidA gene was preferentially expressed in the phloem, which suggests that the use of the three promoters might be adequate for producing HLB-resistant transgenic sweet oranges. The results reported here conclusively demonstrate the preferential expression of GUS in the phloem driven by two heterologous and one homologous gene promoters. Key message The results reported here conclusively demonstrate the preferential expression of GUS in the phloem driven by two heterologous and one homologous gene promoters.

Histopathology of black spot symptoms in sweet oranges

In Brazil, citrus black spot (CBS) caused by Guignardia citricarpa is a major disease that has different symptoms on fruit. In this study, fruit of Citrus sinensis infected by G. citricarpa and showing the symptoms false melanosis, freckle spot and hard spot were cross-sectioned and analysed anatomically and histochemically by light microscopy. Immuno-histological assays were performed. All symptoms were accompanied by a thickening of the cuticle. False melanosis lesions did not contain pycnidia and remained restricted to the epicarp or to the first layers of the mesocarp. The stomata in this type of lesion showed phenolic compounds in the guard cells and in the sub-stomatal chamber. In some samples, the guard cells and their surrounding cells lysed, and a wound meristem began to form underneath them. Freckle spot and hard spot lesions had very similar histological alterations to the epicarp and mesocarp, but in our samples only hard spot lesions contained pycnidia. Both of these symptoms were accompanied by protein inclusions. Epidermal and sub-epidermal cells located in the oil-gland region were obliterated, causing alterations in these structures. All symptoms had regions that stained strongly for lipids and phenols.