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The Direct And Indirect Effects Of Social Marketing On Movies

The Direct And Indirect Effects Of Social Marketing On Movies

Word-of-mouth marketing is recognized as a powerful route from long-tail sales to blockbuster and in the age of social media and online networking sites such as Twitter and Facebook, spreading the word could mean the difference between consumers seeing a product as the best thing since sliced bread or the most rotten of tomatoes.

Straw From Oilseed: A New Source Of Biofuels

Straw From Oilseed: A New Source Of Biofuels

Bright yellow fields of oilseed rape are a common sight at this time of year but what lies beneath is a lot more exciting.
Straw from crops such as wheat, barley, oats and oilseed rape is seen as a potential source of biomass for second generation biofuel production. Currently the UK produces around 12 million tons of straw and much of it is used for animal bedding, mushroom compost and energy generation but there still exists a vast surplus.

A Study Assesses The Possibility Of Turning CO2 Into Methanol For Use In Transport

A Study Assesses The Possibility Of Turning CO2 Into Methanol For Use In Transport

Tecnalia has collaborated in a study for the European Parliament's Science and Technology Options Assessment Panel (STOA) on the future use of methanol, produced from carbon dioxide, in motorised transport. STOA is the panel that advises MEPs in the sphere of Science and Technology.
The study analysed the barriers –technological, environmental and economic– to producing methanol using carbon dioxide as well as the options that would allow possible uses in automobile transport in the medium and long term.
The costs and benefits were evaluated from the life cycle perspective in order to compare various raw materials for producing methanol and in order to reflect the potential benefits of methanol obtained from CO2.

Risk Is Much More Than A Game

Risk Is Much More Than A Game

Wildfires and flooding affect many more people in the USA than earthquakes and landslide and yet the dread, the perceived risk, of the latter two is much greater than for those hazards that are more frequent and cause greater loss of life. Research published in the International Journal of Risk Assessment and Management, suggests that a new paradigm for risk assessment is needed so that mitigation plans in the face of natural disasters can be framed appropriately by policy makers and those in the emergency services.

Making Wind Viable: How To Reduce Power Losses Of Downstream Turbines

Making Wind Viable: How To Reduce Power Losses Of Downstream Turbines

Wind energy is getting a lot of attention and a lot of money - it just isn't generating a lot of electricity yet, no matter what gets claimed in rosy projections. In the real world, they do quite poorly and building more of them doesn't fix it.  Dr. Hui Hu and his group at Iowa State University want to solve a puzzle that has stumped scientists and engineers for hundreds of years; how to make wind work.
Using a large-scale Aerodynamics/Atmospheric Boundary Layer (AABL) Wind Tunnel at Iowa State University, they studied the effects of the relative rotation directions of two tandem wind turbines on the power production performance, the flow characteristics in the turbine wake flows, and the resultant wind loads acting on the turbines.

Children With Cochlear Implants At Risk For Deficits In Executive Function

Children With Cochlear Implants At Risk For Deficits In Executive Function

Children who receive cochlear implants (CI) to help alleviate severe to profound hearing loss are at greater risk of having deficiencies in executive functioning (EF), which are the skills to organize, control and process information in a goal-directed manner.
Permanent hearing loss is a common condition of early childhood, occurring in about 1.5 of every 1,000 births. Cochlear implants help children to achieve spoken language because the devices help them perceive sound. Still, children with cochlear implants can struggle with reading and writing skills and other aspects of cognition.

Blocking Pain Receptors Extends Lifespan, Boosts Metabolism In Mice

Blocking Pain Receptors Extends Lifespan, Boosts Metabolism In Mice

Blocking a pain receptor in mice not only extends their lifespan, it also gives them a more youthful metabolism, including an improved insulin response that allows them to deal better with high blood sugar.
"We think that blocking this pain receptor and pathway could be very, very useful not only for relieving pain, but for improving lifespan and metabolic health, and in particular for treating diabetes and obesity in humans," said Andrew Dillin, a professor of molecular and cell biology at the University of California, Berkeley, and senior author of a new paper describing these results. "As humans age they report a higher incidence of pain, suggesting that pain might drive the aging process."

One Molecule To Block Both Pain And Itch

One Molecule To Block Both Pain And Itch

Duke University researchers have found an antibody that simultaneously blocks the sensations of pain and itching in studies with mice.
The new antibody works by targeting the voltage-sensitive sodium channels in the cell membrane of neurons. The results appear online on May 22 in Cell.
Voltage-sensitive sodium channels control the flow of sodium ions through the neuron's membrane. These channels open and close by responding to the electric current or action potential of the cells. One particular type of sodium channel, called the Nav1.7 subtype, is responsible for sensing pain.

Deep Earth Recycling Of The Oceanic Floor

Deep Earth Recycling Of The Oceanic Floor

Scientists from the Magma and Volcanoes Laboratory (CNRS/IRD/Université Blaise Pascal) and the European Synchrotron, the ESRF, have recreated the extreme conditions 600 to 2900 km below the Earth's surface to investigate the melting of basalt in the oceanic tectonic plates. They exposed microscopic pieces of rock to these extreme pressures and temperatures while simultaneously studying their structure with the ESRF's extremely powerful X-ray beam. The results show that basalt produced on the ocean floor has a melting temperature lower than the peridotite which forms the Earth's mantle.

Sorry Aussies, You Don't Get Credit For The Kiwi

Sorry Aussies, You Don't Get Credit For The Kiwi

Sorry Australia, you can no longer lay claim to the origins of the iconic New Zealand kiwi - the kiwi's closest relative is not the emu. 
Instead, the diminutive kiwi is most closely related to the extinct Madagascan elephant bird – a 2-3 meter tall, 275 kg giant. And surprisingly, a new study in Science concluded, both of these flightless birds once flew.
A new study by the University of Adelaide's Australian Centre for Ancient DNA (ACAD), has solved a 150-year-old evolutionary mystery about the origins of the giant flightless "ratite" birds, such as the emu and ostrich, which are found across the southern continents. This group contains some of the world's largest birds – such as the extinct giant moa of New Zealand and elephant birds of Madagascar.

More Kids Don't Walk To School Because Parents Don't Let Them

More Kids Don't Walk To School Because Parents Don't Let Them

It's easy to complain about child obesity but one way to help solve it is to have kids do more exercise in ways that don't feel like exercise; like walking or biking to school.
Yet parents, the people most likely to be concerned about child health, are the biggest obstacle to letting kids walk or bike to school, according to research led at the University of Strathclyde. 

Mental Illness Reduces Life Expectancy More Than Heavy Smoking

Mental Illness Reduces Life Expectancy More Than Heavy Smoking

If we care about saving lives, we'd be better off funding more mental health services than we are taxing and penalizing cigarettes companies in order to subsidize the industry that has been built to market against cigarettes.
Serious mental illnesses reduce life expectancy by 10-20 years, worse than that for heavy smoking.