体育赞助效果评估

摘要：据普华永道2012年度报告显示,全球体育赞助投入预计在2013年将达到352亿美元,较之2012年上涨5.1%。较于体育赞助市场的蓬勃发展,体育赞助效果的评估方法仍然处于探索阶段。目前广泛应用的评估方法仅是分析赞助信息曝光度对消费者记忆度的影响。然而,消费者接收和认知赞助信息的过程却被完全忽略。为弥补这一研究领域空白,研究采用实验法,利用视线追踪技术分析消费者对赞助刺激的注意力,通过回归模型分析消费者对赞助刺激的认知处理过程。实验结果表明消费者对赞助刺激的注意力是由赞助刺激的摆放位置和影响曝光度的三种因素所决定的;另外,消费者对赞助商的回忆度取决于消费者注意力和品牌熟悉度等因素。因此,赞助商应当首要考虑赞助刺激对消费者注意力的影响。基于本实验结果建立的体育赞助效果评估模型,可以帮助赞助商评估赞助效果和赞助合约价值。     

‘Real Pictures of Current Events’

Objectivity has been regarded as a central ideal of American journalism in the early twentieth century. The concurrent emergence of photography in the press is rarely associated with this development. The article explores the photographic legacy of journalistic objectivity by discussing a crucial phase in the development of reproduction media for images, the transition from wood engravings to halftones. The former was the dominant mode of ‘illustrated journalism’, the latter became the dominant mode of reproducing photojournalism in print in the twentieth century. The halftone process introduced an equivalence between photographs and their reproductions, obliterating the mediation that had taken place in a code of reproduction that was almost imperceptible. In the contested adoption of the halftone process, it is argued, a shifting valuation of photographs can be observed that prefigures the formulation of objectivity as a transparent code of mediation in journalism.     

User community vs. producer innovation development efficiency: A first empirical study

In this paper we report upon a first empirical exploration of the relative efficiency of innovation development by product users vs. product producers. In a study of over 50 years of product innovation in the whitewater kayaking field, we find users in aggregate were approximately 3× more efficient at developing important kayaking product innovations than were producers in aggregate. We speculate that this result is driven by what we term “efficiencies of scope” in problem-solving. These can favor an aggregation of many user innovators, each spending a little, over fewer producer innovators benefitting from higher economies of scale in product development. We also note that the present study explores only one initial point on what is likely to be a complex efficiency landscape.     

Unsteady flow phenomena in human undulatory swimming: a numerical approach

The undulatory underwater sequence is one of the most important phases in competitive swimming. An understanding of the recurrent vortex dynamics around the human body and their generation could therefore be used to improve swimming techniques. In order to produce a dynamic model, we applied human joint kinematics to three-dimensional (3D) body scans of a female swimmer. The flow around this dynamic model was then calculated using computational fluid dynamics with the aid of moving 3D meshes. Evaluation of the numerical results delivered by the various motion cycles identified characteristic vortex structures for each of the cycles, which exhibited increasing intensity and drag influence. At maximum thrust, drag forces appear to be 12 times higher than those of a passive gliding swimmer. As far as we know, this is the first disclosure of vortex rings merging into vortex tubes in the wake after vortex recapturing. All unsteady structures were visualized using a modified Q-criterion also incorporated into our methods. At the very least, our approach is likely to be suited to further studies examining swimmers engaging in undulatory swimming during training or competition.     

Development of a didactical training concept for peer tutors in gross anatomy

Even though peer tutors are often used in gross anatomy courses, research in the field is rather a subject of the last two decades. This is especially true about the didactical challenges these types of peer tutors experience during their tutorials and about how they are prepared for the task. The aim of the presented study was to learn about the training needs of the tutors, and to subsequently design, implement, and evaluate a didactical training concept. A qualitative design was chosen to examine how tutors can best be prepared for tutorials of gross anatomy. To do so, focus group interviews were conducted. The data were analyzed and grouped into various concepts, using semi‐structured interview questions as guidance. It was found that peer tutors are in need of training in the following aspects: Dealing with students who are experiencing difficulties during or as a result of dissection, dealing with group dynamics, that is, at the dissection table, keeping students motivated, time management, and staying confident as a tutor. In order to be regarded as useful and relevant in the eyes of tutors, a preparatory training course should include all these aspects in addition to general didactical training elements. Training needs of peer tutors of gross anatomy go beyond the content of standardized didactical curricula; therefore, tutors should be prepared with a curriculum that is specifically geared toward the many challenges associated with teaching gross anatomy to first year medical students which are already so well documented in the research literature. Anat Sci Educ 10: 495–502. © 2017 American Association of Anatomists.     

Ethical issues of online communication research

The paper addresses severalethical issues in online communication researchin light of digital ontology as well as theepistemological questions raised by theblurring boundary between fact and theory inthis field. The concept of ontology is used ina Heideggerian sense as related to the humancapacity of world construction on the basis ofthe givenness of our being-in-the-world.Ethical dilemmas of Internet research thusarise from the tension between bodily existenceand the proper object of research, i.e., onlineexistence. The following issues are beingconsidered: online identity, online language,online consent and confidentiality. We alsoargue that research ethics in the US followsthe utilitarian tradition, while Europeanresearchers are deontologically oriented. Aguideline of best practice in online researchethics is proposed.     

A comparison of anthropometric and training characteristics of Ironman triathletes and Triple Iron ultra-triathletes

We examined differences in anthropometry and training between 64 Triple Iron ultra-triathletes competing over 11.4 km swimming, 540 km cycling, and 126.6 km running, and 71 Ironman triathletes competing over 3.8 km swimming, 180 km cycling, and 42.2 km running. The association of anthropometry and training with race time was investigated using multiple linear regression analysis. The Triple Iron ultra-triathletes were smaller (P < 0.05), had shorter limbs (P < 0.05), a higher body mass index (P < 0.05), and larger limb circumferences (P < 0.01) than the Ironman triathletes. The Triple Iron ultra-triathletes trained for more hours (P < 0.01) and covered more kilometres (P < 0.01), but speed in running during training was slower compared with the Ironman triathletes (P < 0.01). For Triple Iron ultra-triathletes, percent body fat (P = 0.022), training volume per week (P < 0.0001), and weekly kilometres in both cycling (P < 0.0001) and running (P < 0.0001) were related to race time. For Ironman triathletes, percent body fat (P < 0.0001), circumference of upper arm (P = 0.006), and speed in cycling training (P = 0.012) were associated with total race time. We conclude that both Triple Iron ultra-triathletes and Ironman triathletes appeared to profit from low body fat. Triple Iron ultra-triathletes relied more on training volume in cycling and running, whereas speed in cycling training was related to race time in Ironman triathletes.