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Recently, research on uncertainty modeling is progressing rapidly and many essential and breakthrough stud ies have already been done. There are various ways such as fuzzy, intuitionistic and neutrosophic sets to handle these uncertainties. Although these concepts can handle incomplete information in various real-world issues, they cannot address all types of uncertainty such as indeterminate and inconsistent information. Also, plithogenic sets as a generalization of crisp, fuzzy, intuitionistic fuzzy, and neutrosophic sets, which is a set whose elements are characterized by (...) many attributes’ values. In this paper, our aim is to demonstrate and review the history of fuzzy, intuitionistic and neutrosophic sets. For this purpose, we divided the paper as: section 1. History of Fuzzy Sets, section 2. History of Intuitionistic Fuzzy Sets and section 3. History of Neutrosophic Theories and Applications, section 4. History of Plithogenic Sets. (shrink)

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New concepts of Muhammadiyah in teaching Islamic values for socio-economic and political development in Indonesia.

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In pediatric cohort studies, disclosing findings and providing treatment counseling to parents, legal guardians, or other authorized representatives is an ethical imperative. Keratoconus (KC) is a corneal degenerative disease that can progress to severe vision impairment and need for corneal transplantation. This report concerns the disclosure of results to the parents of children who were diagnosed with KC in the Shahroud Schoolchildren Eye Cohort Study and received essential treatment in a timely manner.

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Literacy plays a significant role in community development. Without literacy, development goals cannot be achieved easily. Through literacy, the community does not face any challenge to improve their quality of life. For this reason, developed and developing countries nowadays are investing a lot on social and natural innovations, plus human capital in communities to increase their level of literacy. Iran is no exception. For this purpose, the government of Iran has formulated several community literacy development programs in the country. One (...) of the major programs that has been implemented for this purpose is the Community Learning Centers Program (CLCP) (Mehdizadeh, 2003). In the Islamic Republic of Iran, CLCP was implemented in early 2000. It has had very encouraging results in solving the problem of illiteracy in this country. All communities that have pioneered the program have experienced a remarkable increase in their literacy level (Ebrahimian, Bahirai, & Iranian National Commission for ISESCO, 2006). What are the reasons of such achievements? Therefore, the main purpose of this study is to investigate the factors that have contributed to the success of CLCP in community literacy development in the Islamic republic of Iran. (shrink)

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It is a well-known fact that although the poset of open sets of a topological space is a Heyting algebra, its Heyting implication is not necessarily stable under the inverse image of continuous functions and hence is not a geometric concept. This leaves us wondering if there is any stable family of implications that can be safely called geometric. In this paper, we will first recall the abstract notion of implication as a binary modality introduced inAkbar Tabatabai (Implication (...) via spacetime. In: Mathematics, logic, and their philosophies: essays in honour of Mohammad Ardeshir, pp 161–216, 2021). Then, we will use a weaker version of categorical fibrations to define the geometricity of a category of pairs of spaces and implications over a given category of spaces. We will identify the greatest geometric category over the subcategories of open-irreducible (closed-irreducible) maps as a generalization of the usual injective open (closed) maps. Using this identification, we will then characterize all geometric categories over a given category \({\mathcal {S}}\), provided that \({\mathcal {S}}\) has some basic closure properties. Specially, we will show that there is no non-trivial geometric category over the full category of spaces. Finally, as the implications we identified are also interesting in their own right, we will spend some time to investigate their algebraic properties. We will first use a Yoneda-type argument to provide a representation theorem, making the implications a part of an adjunction-style pair. Then, we will use this result to provide a Kripke-style representation for any arbitrary implication. (shrink)

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The objective is to introduce and describe a new philosophy for global science edification that will determine the extent and nature of humans’ accomplishments. These will affect life quality worldwide. Science as an ultimate essence encircles theoretical and applied findings and discoveries. These can only contribute to forming a trivial core, whilst the most crucial are insightful moral surroundings. Morality is most concerned with mentorship commitments. To sustain a dense and rigid shape that progressively improves science and life quality, imagination (...) must be complemented with harmonizing approaches. Such perceptions become an obligation as growing knowledge creates novel questions and challenges. The upper tree of science glorified with blooming branches of knowledge, particularly over the last few centuries, is predicted to undergo progressive declines in the strength of its edification foundations unless the lower tree receives most-deserving mentorship contemplations. The upper tree describes tangible science products in routin life, and the lower tree represents sustainable mentorship. Mentors must replace teachers, by definition, and commit to generating more qualified educators than themselves. Mentors are expected to welcome and manage challenges from mentees. Challenges play crucial roles in granting mentees with integrated pathways of scientific development. The resulting pictures will be eagerly prone to revisions and elaborations as mentees themselves step into the pathway. This systematic edification will strengthen science roots in mentees’ minds and will uphold a sturdy science body for society. Science pictured as an integrated circle grants a prospect to envision where humans are and where not to end up. Maintaining a definitive shape for science in any major before and while enriching central cores with experimental novelties in minds and laboratories is crucial to improving man’s fulfillment of time in the third millennium. Such integrities are an obligation to optimally preserve and utilize what humans have achieved thus far and continue to accomplish. (shrink)

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In this paper, the notions of tense operators and tense filters in \-algebras are introduced and several characterizations of them are obtained. Also, the relation among tense \-algebras, tense \-algebras and tense Boolean algebras are investigated. Moreover, it is shown that the set of all tense filters of a \-algebra is complete sublattice of \\) of all filters of \-algebra \. Also, maximal tense filters and simple tense \-algebras and the relation between them are studied. Finally, the notions of tense (...) congruence relations in tense \-algebras and strict tense \-algebras are introduced and an one-to-one correspondence between tense filters and tense congruences relations induced by tense filters are provided. (shrink)

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A number of innovative hermeneutical approaches emerged in Muslim exegetical discourse in the second half of the 20th century. Among these developments is a trend of systematic reform theology that emphasises a humanistic approach, whereby revelation is understood to be dependent not only upon its initiator, God, but also upon its recipient, Prophet Muhammad, who takes an active role in the process.AliAkbar examines the works of four noted scholars of Islam: Fazlur Rahman, Abdolkarim Soroush, Muhammad Mujtahed Shabestari and (...) Nasr Hamid Abu Zayd. His study shows that the consequences of taking a humanistic approach to understanding revelation are not confined to the realm of speculation about God-human relations, but also to interpreting Qur'A nic socio-political precepts. And the four scholars emerge as a distinctive group of Muslim thinkers who open up a new horizon in contemporary Islamic discourse. (shrink)

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On rationality, reason and criticism -- Arabs. ; Islamic philosophy of Muḥammad ʻĀbid Jābirī and Mohammed Arkoun.

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In this paper, a proof-theoretic method to prove uniform Lyndon interpolation for non-normal modal logics is introduced and applied to show that the logics E\documentclass[12pt]{minimal} \usepackage{amsmath} \usepackage{wasysym} \usepackage{amsfonts} \usepackage{amssymb} \usepackage{amsbsy} \usepackage{mathrsfs} \usepackage{upgreek} \setlength{\oddsidemargin}{-69pt} \begin{document}$$\mathsf {E}$$\end{document}, M\documentclass[12pt]{minimal} \usepackage{amsmath} \usepackage{wasysym} \usepackage{amsfonts} \usepackage{amssymb} \usepackage{amsbsy} \usepackage{mathrsfs} \usepackage{upgreek} \setlength{\oddsidemargin}{-69pt} \begin{document}$$\mathsf {M}$$\end{document}, MC\documentclass[12pt]{minimal} \usepackage{amsmath} \usepackage{wasysym} \usepackage{amsfonts} \usepackage{amssymb} \usepackage{amsbsy} \usepackage{mathrsfs} \usepackage{upgreek} \setlength{\oddsidemargin}{-69pt} \begin{document}$$\mathsf {MC}$$\end{document}, EN\documentclass[12pt]{minimal} \usepackage{amsmath} \usepackage{wasysym} \usepackage{amsfonts} \usepackage{amssymb} \usepackage{amsbsy} \usepackage{mathrsfs} \usepackage{upgreek} \setlength{\oddsidemargin}{-69pt} \begin{document}$$\mathsf {EN}$$\end{document}, MN\documentclass[12pt]{minimal} \usepackage{amsmath} \usepackage{wasysym} \usepackage{amsfonts} \usepackage{amssymb} \usepackage{amsbsy} \usepackage{mathrsfs} \usepackage{upgreek} \setlength{\oddsidemargin}{-69pt} \begin{document}$$\mathsf {MN}$$\end{document} have that (...) property. In particular, these logics have uniform interpolation. Although for some of them the latter is known, the fact that they have uniform Lyndon interpolation is new. Also, the proof-theoretic proofs of these facts are new, as well as the constructive way to explicitly compute the interpolants that they provide. It is also shown that the non-normal modal logics EC\documentclass[12pt]{minimal} \usepackage{amsmath} \usepackage{wasysym} \usepackage{amsfonts} \usepackage{amssymb} \usepackage{amsbsy} \usepackage{mathrsfs} \usepackage{upgreek} \setlength{\oddsidemargin}{-69pt} \begin{document}$$\mathsf {EC}$$\end{document} and ECN\documentclass[12pt]{minimal} \usepackage{amsmath} \usepackage{wasysym} \usepackage{amsfonts} \usepackage{amssymb} \usepackage{amsbsy} \usepackage{mathrsfs} \usepackage{upgreek} \setlength{\oddsidemargin}{-69pt} \begin{document}$$\mathsf {ECN}$$\end{document} do not have Craig interpolation, and whence no uniform interpolation. (shrink)

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The optimum science benefits to routine life have insufficiently been proved. Science progress is not merely reflected in machinery and technological breakthroughs. Subordinate impacts of science and scientists on global interactions are an evidence for the major deficiencies and futility of the many current science designations. A primary objective is to describe postmodern global interrelations of science mentoring policies and life quality. Also, global programs are proposed that will aid in the timely achievement of optimal real-life science goals. The global (...) wholeness of science pictures should be visible, acknowledged, and educated. The wholeness of science, no matter how exposed or sophisticated, should never change. Definitive paths should be developed to bestow science with sufficiently empowered authorities to lead and optimize economics, politics, and international relations. Mentoring rather than teaching of science will be a main frontier for quality lives. Postmodern mentors will be cognizant of the science entirety. Mentors will create and designate definitive shapes from discoveries and findings that will grant human life with ongoing peace and ultimate satisfaction. (shrink)

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In an attempt to move towards a non-linear dynamic system the present study concerns itself with investigating the applicability of sacred text motivation for general second language learners rather than specific learners with religious preferences. A mixed methods research was conducted with the help of 400 participants to examine the relationship between being motivated by sacred text and improving reading comprehension. The research confirms significance of relationship between STM-based treatment and improving reading comprehension as a result of quantitative analyses and (...) that the majority of participants hold positive opinion concerning the use of sacred texts in L2 learning to improve reading comprehension based on qualitative analyses. The analyses of the interviews conducted following the administered treatment revealed that the quantitative effect of STM-based treatment can be better explained through qualitative findings. (shrink)

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It is a well-known fact that although the poset of open sets of a topological space is a Heyting algebra, its Heyting implication is not necessarily stable under the inverse image of continuous functions and hence is not a geometric concept. This leaves us wondering if there is any stable family of implications that can be safely called geometric. In this paper, we will first recall the abstract notion of implication as a binary modality introduced inAkbar Tabatabai (Implication (...) via spacetime. In: Mathematics, logic, and their philosophies: essays in honour of Mohammad Ardeshir, pp 161–216, 2021). Then, we will use a weaker version of categorical fibrations to define the geometricity of a category of pairs of spaces and implications over a given category of spaces. We will identify the greatest geometric category over the subcategories of open-irreducible (closed-irreducible) maps as a generalization of the usual injective open (closed) maps. Using this identification, we will then characterize all geometric categories over a given category $${\mathcal {S}}$$ S, provided that $${\mathcal {S}}$$ S has some basic closure properties. Specially, we will show that there is no non-trivial geometric category over the full category of spaces. Finally, as the implications we identified are also interesting in their own right, we will spend some time to investigate their algebraic properties. We will first use a Yoneda-type argument to provide a representation theorem, making the implications a part of an adjunction-style pair. Then, we will use this result to provide a Kripke-style representation for any arbitrary implication. (shrink)

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Although the German philosopher Hans-Georg Gadamer was not a religious thinker or theologian, his work and approach have influenced thinkers in the field of theology. This article explores some ‘overlaps’ between Gadamerian hermeneutics and the ideas of some contemporary Muslim scholars such as Nasr Hamid Abu Zayd, Abdolkarim Soroush, Muhammad Mujtahed Shabestari and Hassan Hanafi regarding issues of textual interpretation and understanding. In particular, the article seeks to understand how such ideas have appeared in these Muslim scholars’ approaches to interpreting (...) the Qurʾan. It also explores some of the implications that follow from incorporating Gadamer’s ideas into Islamic theological and political discourses. The article argues that the application of Gadamer’s hermeneutic philosophy to the realm of Qurʾanic studies is not only fruitful insofar as it provides new insights into the interpretation of the Qurʾan, but also has important consequences for Islamic theological and political discourses more broadly. (shrink)

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The COVID-19 pandemic has challenged the world for a year, where a study in China showed that the disease increased psychological distress among adolescents and college students, such as anxiety about the academic setback, economic effects, and impact on their daily life. However, a further study examining the impact of the disease on the mental health of students is required. Social support is the most vital psychosocial protective resource, where effective coping can reduce stress levels and prevent individuals from experiencing (...) more severe psychological distress. Therefore, this study investigated the coping strategy, social support, and psychological distress among university students in Jakarta who are also the epicenter of COVID-19 in Indonesia. The psychological distress and coping strategy variable were measured through the Hopkins Symptoms Checklist-25 and the COPE Brief instrument, respectively. Meanwhile, the Multidimensional Perceived Social Support-12 instrument was used to measure the social support variable. The study was disseminated via an online form and the number of research subjects included 250 students who matched the research criteria, including DKI Jakarta domicile and active students registered in the area that were confirmed to be COVID-19 positive. According to the results, coping strategies and increased social support were significantly correlated with decreased psychological distress and may serve as the basis for interventions. (shrink)

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In recent years there have been increasing calls to ‘decolonize’ the curriculum across different levels of education. This has been met with significant opposition at both the school and university levels. For many, there is a lack of clarity concerning why students, particularly in school, should study a decolonized curriculum. I reflect on the notion of an ‘epistemic urgency’ to decolonize the secondary school curriculum in England, and I focus particularly on History and Religious Education (RE) as examples. Using theories (...) of epistemic injustice, and my own experiences in teaching, I build the case for this ‘urgency’ from two arguments: one from justice and one from purpose. On justice, I argue that current curricula create negative epistemic consequences that we might consider to be unjust. On purpose, I argue that some curricula also fail to meet the purposes that they are intended to meet, thereby creating further negative epistemic consequences. On both arguments, I hope to show that the negative epistemic consequences create an ‘urgency’ to decolonize curricula, which I hope encourages educators in England and beyond to begin considering whether decolonizing their curricula will lead to better outcomes for their learners. (shrink)

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Asymptomatic COVID‐19 testing programmes are being introduced in higher education institutions, but stakeholder views regarding the acceptability of mandating or incentivizing participation remain little understood. A mixed‐method study (semi‐structured interviews and a survey including open and closed questions) was undertaken in a case study university with a student testing programme. Survey data were analysed descriptively; analysis for interviews was based on the framework method. Two hundred and thirty‐nine people participated in the study: 213 in the survey (189 students, 24 staff), (...) and 26 in interviews (19 students, 7 staff). There was majority (62%) but not universal support for voluntary participation, with a range of concerns expressed about the potentially negative effects of mandating testing. Those who supported mandatory testing tended to do so on the grounds that it would protect others. There was also majority (64%) opposition to penalties for refusing to test. Views on restricting access to face‐to‐face teaching for non‐participants were polarized. Three‐quarters (75%) supported incentives, though there were some concerns about effectiveness and unintended consequences. Participants emphasized the importance of communication about the potential benefits of testing. Preserving the voluntariness of participation in student asymptomatic testing programmes is likely to be the most ethically sound policy unless circumstances change. (shrink)

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First steps are taken in the following toward the study of present-day philosophy of science in Iran, by choosing various examples in the hope of showing that philosophy of science in Iran has emerged predominantly as an apologetic and ideological discourse. I start by pointing out the complexities of method in such a study. I then criticise two writing samples by two well-known Iranian scholars, which exemplify the first Iranian reaction to logical positivism. The study continues with a survey of (...) the mistakes in the Persian translation of T. S. Kuhn's The Structure of Scientific Revolutions, a study of the status of research in philosophy of science in Iran, and a critique of attempts by Iranian scholars at indigenising philosophy of science through the reconciliation of modern science with Islamic faith. (shrink)

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In this paper, the notions of tense operators and tense filters in \-algebras are introduced and several characterizations of them are obtained. Also, the relation among tense \-algebras, tense \-algebras and tense Boolean algebras are investigated. Moreover, it is shown that the set of all tense filters of a \-algebra is complete sublattice of \\) of all filters of \-algebra \. Also, maximal tense filters and simple tense \-algebras and the relation between them are studied. Finally, the notions of tense (...) congruence relations in tense \-algebras and strict tense \-algebras are introduced and an one-to-one correspondence between tense filters and tense congruences relations induced by tense filters are provided. (shrink)

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Plagiarism is viewed as a critical issue that can hinder the development of creativity and innovation in Indonesia. Thus, since the early 2000s the Indonesian government has endeavoured to develop policies to address this issue. In response to national policy, Indonesian educational institutions have made serious institutional efforts to address the plagiarism issue. Research in the Indonesian Higher education context on plagiarism has focussed on reporting prevention and mitigation efforts. However, little has been discussed about the communication of these efforts (...) in policy across the different institutional levels of Indonesian Higher Education. This study aims at exploring the anti-plagiarism efforts by determining the main features (or discourses) reflected in plagiarism policy in Indonesian HE from national to institutional level. Two web-based resources namely the official website of The General Directorate of Research, Technology and Higher Education (retrieved 2015), and the website of Bandung Institute of Technology (retrieved 2015) were used to ascertain the most appropriate policies to include in the study. Critical Discourse Analysis (CDA) was used to reach explanatory understanding of how the policies (discursive events) demonstrate through their linguistic repetitions and other forms intertextuality, their relative positions within the Indonesian Higher Education institutional hierarchy and consequently provide some insight into the social practices and understandings of plagiarism underlying the creation of the documents. This study revealed that perhaps because of the rigid boundaries and hierarchies represented between the documents, the university policy does not show much transformation from the documents at a Ministry level, hence the definition of plagiarism remains broad and the levels of plagiarism and sanctions for plagiarism remain undefined. This can potentially lead to inconsistencies in developing effective practices preventing plagiarism. (shrink)

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\(\nabla \) -algebra is a natural generalization of Heyting algebra, unifying many algebraic structures including bounded lattices, Heyting algebras, temporal Heyting algebras and the algebraic presentation of the dynamic topological systems. In a series of two papers, we will systematically study the algebro-topological properties of different varieties of \(\nabla \) -algebras. In the present paper, we start with investigating the structure of these varieties by characterizing their subdirectly irreducible and simple elements. Then, we prove the closure of these varieties under (...) the Dedekind-MacNeille completion and provide the canonical construction and the Kripke representation for \(\nabla \) -algebras by which we establish the amalgamation property for some varieties of \(\nabla \) -algebras. In the sequel of the present paper, we will complete the study by covering the logics of these varieties and their corresponding Priestley-Esakia and spectral duality theories. (shrink)

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This article addresses a theoretical gap in the literature by highlighting the significance of nonbargaining nonmarket strategies of firms. Relying on neo-statist political theory, we propose a theoretical model that hypothesizes a reliance on nonbargaining nonmarket strategies in situations marked by historically and situationally conditioned weakness of societal forces relevant to a firm (including the firm itself) as well as when relevant state institutions display high degrees of professional, structural, and ideological bureaucratic insularity. We survey 165 managers (each representing a (...) separate firm) from 14 countries in Eastern Europe and Central Asia about the strategic importance of the nonmarket strategic initiatives. Our novel survey instrument captures a broader range of nonmarket strategic initiatives than previous empirical research has examined. The survey results provide preliminary support for our model, although the findings suggest the need for more research in different regional contexts. (shrink)

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This article examines the ideas of three contemporary Muslim reformists, namely Abdolkarim Soroush, Nasr Hamid Abu Zayd, and Muhammad Mujtahed Shabestari, concerning the relationship between democracy and the Islamic principle of shura. The article aims to demonstrate how the theological-philosophical approaches of these scholars—particularly with respect to their methods of interpreting the Qurʾan and the distinctions they draw between the pre-modern and modern worldview—have contributed to the rise of a political discourse which seeks to understand concepts such as shura and (...) democracy within their own specific epistemological and cultural contexts. This political discourse, as the article argues, supports democracy without any narrow religious justification and promotes a form of government whose legitimacy is not based on religious sources or authority, and thus is neutral towards different religions and their followers. (shrink)

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Our objective is to examine the effects of Big Five personality traits on ethical ideologies using a time-lagged design of 406 employees of higher education institutions in Pakistan. Based on low/high idealism versus relativism, we investigate the conceptual linkage between each of the personality traits and moral philosophy. The results illustrate that extraversion and openness to experience believed on subjectivism moral philosophy, agreeableness believed on situationism, and neuroticism believed on absolutism moral philosophies. In addition, contentiousness believed on exceptionism moral philosophy. (...) Furthermore, managerial implications and future research directions are suggested. (shrink)

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Utilizing a pre-experimental pre-test post-test design, this study investigated the effect of an authentic audio-visual American sitcom on the intercultural sensitivity and intercultural effectiveness of a sample of male and female upper-intermediate English students. To this aim, 34 Iranian EFL students were selected through convenient non-random sampling. In order to assure the participants' homogeneity in English proficiency, the selected students were given the Oxford Quick Placement Test prior to the intervention. Over a 10-week period, the participants were presented with nearly (...) 30-min-long episodes of Friends in a flipped context, two episodes every week uploaded to the accompanying website. An online 10-item quiz on the day of watching and a next-day meeting were held. During the online discussion meetings, the participants discussed cultural questions tailored to the aims of the study. The required data were collected through the administration of the intercultural sensitivity scale and intercultural effectiveness scale in pre- and post-test assessments. The analyses of the data indicated that both ICS and ICE improved significantly during the intervention. However, ICS indicated more improvement. In addition, a semi-structured interview was administered to the participants to examine their perception of the flipped classroom experience. Having analyzed the data using MAXQDA 2020, some significant themes emerged which are reported. On the whole, the participants portrayed positive attitudes toward using technology in flipped classes. The educational and practical implications are discussed. (shrink)

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This study investigates how Human Factors is applied when designing and developing Immersive Visual Technologies, including Augmented Reality, Mixed Reality, and Virtual Reality. We interviewed fourteen people working at different organizations, that develop IVT applications in the Nordic region. We used thematic analysis to derive themes from the interviews. The results showed an insufficient knowledge and application of HF in IVT development, due to the lack of awareness of both scope and significance of HF, resource allocation strategy, market inertia, stakeholder's (...) involvement, standardization of HF application and IVT uses, and technology maturity. This situation could be improved by allocating experts, adjusting organizational strategy to balance resource allocation, training developers and user organizations to raise awareness and to encourage co-creative design and knowledge sharing, create a sense of ownership amongst stakeholders, and ensure the usefulness of the technology to the user's work. (shrink)

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The literature suggests that a whole-institution culture of academic integrity is needed in order to prevent academic integrity breaches. It is also suggested that the national cultures and individual backgrounds of academic staff and students can impact on their propensity to breach academic integrity policies and on their uptake of initiatives aimed at enhancing academic culture. Much research has been conducted on academic integrity related to culture in the western world including the behaviours of international students, and some work has (...) been conducted in various Asian contexts. However, little is known about how national culture and religion affect academic integrity in eastern countries with a Muslim majority. This paper presents a synthesis of the literature related to academic integrity and culture in regions where Muslims are the majority. An integrative literature review was carried out. Keywords were used to search and to collect academic integrity related research published from 2010 to 2020. The literature reviewed revealed that academics in countries with a Muslim majority faced challenges related to their local cultures, which included social and religious perceptions and practices. However, they were also able to draw upon some national and religious practices that supported and enhanced academic integrity. This paper concludes with recommendations for incorporating these positive cultural factors into an academic integrity framework for policy and practice appropriate for Muslim contexts. (shrink)

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On the religious aspects of consumption (economics) in Islam.

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The purpose of this study is to investigate the end user perspective of advertising in Pakistan. This involves exploring and examining the consumer feedback about advertising from multiple dimensions. In this regard, survey was done for the current developments in literature so far, in order to discover a general pattern of consumer attitude that has been developing over time. This leads us to the realization that the advertising has been radically changing since its beginning with the change in literature. Advertisers (...) communicate with consumers through advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion etc. organizations must use all available communication tools to communicate consumer and to create awareness about the need of consumer. Advertising is used to create awareness for products and services. Advertisers should know the needs of consumers, target audience, their culture, likes and dislikes. Advertising create feelings and satisfaction in consumer’s mind. Many food and beverage brands use advertising for the promotion of their products. Advergames have an advertisement for a product, service, or company and have become popular. Cultural frame work plays important role in advertising and consumer behavior. Music plays an imported role in advertising; it has recently attracted interest in marketing and consumer psychology. Music is key elements of the culture; it plays an important role in consumers’ perceptions, moods, and in the theme of the advertisements. (shrink)

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