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Sentiment Analysis of Movie Review Using Integrated CNN-LSTM Mode (CNN-LSTM 조합모델을 이용한 영화리뷰 감성분석)

  • Park, Ho-yeon;Kim, Kyoung-jae
    • Journal of Intelligence and Information Systems
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    • v.25 no.4
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    • pp.141-154
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    • 2019
  • Rapid growth of internet technology and social media is progressing. Data mining technology has evolved to enable unstructured document representations in a variety of applications. Sentiment analysis is an important technology that can distinguish poor or high-quality content through text data of products, and it has proliferated during text mining. Sentiment analysis mainly analyzes people's opinions in text data by assigning predefined data categories as positive and negative. This has been studied in various directions in terms of accuracy from simple rule-based to dictionary-based approaches using predefined labels. In fact, sentiment analysis is one of the most active researches in natural language processing and is widely studied in text mining. When real online reviews aren't available for others, it's not only easy to openly collect information, but it also affects your business. In marketing, real-world information from customers is gathered on websites, not surveys. Depending on whether the website's posts are positive or negative, the customer response is reflected in the sales and tries to identify the information. However, many reviews on a website are not always good, and difficult to identify. The earlier studies in this research area used the reviews data of the Amazon.com shopping mal, but the research data used in the recent studies uses the data for stock market trends, blogs, news articles, weather forecasts, IMDB, and facebook etc. However, the lack of accuracy is recognized because sentiment calculations are changed according to the subject, paragraph, sentiment lexicon direction, and sentence strength. This study aims to classify the polarity analysis of sentiment analysis into positive and negative categories and increase the prediction accuracy of the polarity analysis using the pretrained IMDB review data set. First, the text classification algorithm related to sentiment analysis adopts the popular machine learning algorithms such as NB (naive bayes), SVM (support vector machines), XGboost, RF (random forests), and Gradient Boost as comparative models. Second, deep learning has demonstrated discriminative features that can extract complex features of data. Representative algorithms are CNN (convolution neural networks), RNN (recurrent neural networks), LSTM (long-short term memory). CNN can be used similarly to BoW when processing a sentence in vector format, but does not consider sequential data attributes. RNN can handle well in order because it takes into account the time information of the data, but there is a long-term dependency on memory. To solve the problem of long-term dependence, LSTM is used. For the comparison, CNN and LSTM were chosen as simple deep learning models. In addition to classical machine learning algorithms, CNN, LSTM, and the integrated models were analyzed. Although there are many parameters for the algorithms, we examined the relationship between numerical value and precision to find the optimal combination. And, we tried to figure out how the models work well for sentiment analysis and how these models work. This study proposes integrated CNN and LSTM algorithms to extract the positive and negative features of text analysis. The reasons for mixing these two algorithms are as follows. CNN can extract features for the classification automatically by applying convolution layer and massively parallel processing. LSTM is not capable of highly parallel processing. Like faucets, the LSTM has input, output, and forget gates that can be moved and controlled at a desired time. These gates have the advantage of placing memory blocks on hidden nodes. The memory block of the LSTM may not store all the data, but it can solve the CNN's long-term dependency problem. Furthermore, when LSTM is used in CNN's pooling layer, it has an end-to-end structure, so that spatial and temporal features can be designed simultaneously. In combination with CNN-LSTM, 90.33% accuracy was measured. This is slower than CNN, but faster than LSTM. The presented model was more accurate than other models. In addition, each word embedding layer can be improved when training the kernel step by step. CNN-LSTM can improve the weakness of each model, and there is an advantage of improving the learning by layer using the end-to-end structure of LSTM. Based on these reasons, this study tries to enhance the classification accuracy of movie reviews using the integrated CNN-LSTM model.

Analysis of Significance between SWMM Computer Simulation and Artificial Rainfall on Rainfall Runoff Delay Effects of Vegetation Unit-type LID System (식생유니트형 LID 시스템의 우수유출 지연효과에 대한 SWMM 전산모의와 인공강우 모니터링 간의 유의성 분석)

  • Kim, Tae-Han;Choi, Boo-Hun
    • Journal of the Korean Institute of Landscape Architecture
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    • v.48 no.3
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    • pp.34-44
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    • 2020
  • In order to suggest performance analysis directions of ecological components based on a vegetation-based LID system model, this study seeks to analyze the statistical significance between monitoring results by using SWMM computer simulation and rainfall and run-off simulation devices and provide basic data required for a preliminary system design. Also, the study aims to comprehensively review a vegetation-based LID system's soil, a vegetation model, and analysis plans, which were less addressed in previous studies, and suggest a performance quantification direction that could act as a substitute device-type LID system. After monitoring artificial rainfall for 40 minutes, the test group zone and the control group zone recorded maximum rainfall intensity of 142.91mm/hr. (n=3, sd=0.34) and 142.24mm/hr. (n=3, sd=0.90), respectively. Compared to a hyetograph, low rainfall intensity was re-produced in 10-minute and 50-minute sections, and high rainfall intensity was confirmed in 20-minute, 30-minute, and 40-minute sections. As for rainwater run-off delay effects, run-off intensity in the test group zone was reduced by 79.8% as it recorded 0.46mm/min at the 50-minute point when the run-off intensity was highest in the control group zone. In the case of computer simulation, run-off intensity in the test group zone was reduced by 99.1% as it recorded 0.05mm/min at the 50-minute point when the run-off intensity was highest. The maximum rainfall run-off intensity in the test group zone (Dv=30.35, NSE=0.36) recorded 0.77mm/min and 1.06mm/min in artificial rainfall monitoring and SWMM computer simulation, respectively, at the 70-minute point in both cases. Likewise, the control group zone (Dv=17.27, NSE=0.78) recorded 2.26mm/min and 2.38mm/min, respectively, at the 50-minutes point. Through statistical assessing the significance between the rainfall & run-off simulating systems and the SWMM computer simulations, this study was able to suggest a preliminary design direction for the rainwater run-off reduction performance of the LID system applied with single vegetation. Also, by comprehensively examining the LID system's soil and vegetation models, and analysis methods, this study was able to compile parameter quantification plans for vegetation and soil sectors that can be aligned with a preliminary design. However, physical variables were caused by the use of a single vegetation-based LID system, and follow-up studies are required on algorithms for calibrating the statistical significance between monitoring and computer simulation results.

Phosphodiesterase III Inhibitor Cilostazol Protects Amyloid β-Induced Neuronal Cell Injury via Peroxisome Proliferator-Activated Receptor-γ Activation (Amyloid β에 의해 유도된 신경세포 손상에 대한 phosphodiesterase III inhibitor인 cilostazol의 신경보호 효과)

  • Park, Sun-Haeng;Kim, Ji-Hyun;Bae, Sun-Sik;Hong, Ki-Whan;Choi, Byung-Tae;Shin, Hwa-Kyoung
    • Journal of Life Science
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    • v.21 no.5
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    • pp.647-655
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    • 2011
  • The neurotoxicity of aggregated amyloid ${\beta}$ ($A{\beta}$) has been implicated as a critical cause in the pathogenesis of Alzheimer's disease (AD). It can cause neurotoxicity in AD by evoking a cascade of apoptosis to neuron. Here, we investigated the neuroprotective effects of cilostazol, which acts as a phosphodiesterase III inhibitor, on $A{\beta}_{25-35}$-induced cytotoxicity in mouse neuronal cells and cognitive decline in the C57BL/6J AD mouse model via peroxisome proliferator-activated receptor (PPAR)-${\gamma}$ activation. $A{\beta}_{25-35}$ significantly reduced cell viability and increased the number of apoptotic-like cells. Cilostazol treatment recovered cells from $A{\beta}$-induced cell death as well as rosiglitazone, a PPAR-${\gamma}$ activator. These effects were suppressed by GW9662, an antagonist of PPAR-${\gamma}$ activity, indicative of a PPAR-${\gamma}$-mediated signaling. In addition, cilostazol and rosiglitazone also restored PPAR-${\gamma}$ activity levels that had been altered as a result of $A{\beta}_{25-35}$ treatment, which were antagonized by GW9662. Furthermore, cilostazol also markedly decreased the number of apoptotic-like cells and decreased the Bax/Bcl-2 ratio. Intracerebroventricular injection of $A{\beta}_{25-35}$ in C57BL/6J mice resulted in impaired cognitive function. Oral administration of cilostazol (20 mg/kg) for 2 weeks before $A{\beta}_{25-35}$ injection and once a day for 4 weeks post-surgery almost completely prevented the $A{\beta}_{25-35}$-induced cognitive deficits, as did rosiglitazone. Taken together, our findings suggest that cilostazol could attenuate $A{\beta}_{25-35}$-induced neuronal cell injury and apoptosis as well as promote the survival of neuronal cells, subsequently improving cognitive decline in AD, partly because of PPAR-${\gamma}$ activation. The phosphodiesterase III inhibitor cilostazol may be the basis of a novel strategy for the therapy of AD.

Isolation and characterization of sigH from Corynebacterium glutamicum (Corynebacterium glutamicum의 sigH 유전자의 분리 및 기능분석)

  • Kim Tae-Hyun;Kim Hyung-Joon;Park Joon-Sung;Kim Younhee;Lee Heung-Shick
    • Korean Journal of Microbiology
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    • v.41 no.2
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    • pp.99-104
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    • 2005
  • Corynebacterial clones which exert regulatory effects on the expression of the glyoxylate bypass genes were isolated using a reporter plasmid carrying the enteric lacZ fused to the aceB promoter of Corynebacterium glutamicum. Some clones carried common fragments as turned out by DNA mapping technique. Subcloning analysis followed by the measurement of $\beta-galactosidase$ activity in Escherichia coli identified the region responsible for the aceB-repressing activity. Sequence analysis of the DNA fragment identified two independent ORFs of ORF1 and ORF2. Among them, ORF2 was turned out to be responsible for the aceB-repressing activity. ORF1 encoded a 23,216 Da protein composed of 206 amino acids. Sequence similarity search indicated that the ORF may encode a ECF-type $\sigma$ factor and designated sigH. To identify the function of sigH, C. glutamicum sigH mutant was constructed by gene disruption technique and the sigH mutant showed growth retardation as compared to the wild type strain. In addition, the mutant strain showed sensitivity to oxidative-stress generating agent plumbagin. This result imply that sigH is probably involved in the stress response occurring during normal cell growth.

Food Safety and Nutrition Education Program for Elderly and Assessment of Program Effectiveness Based on Health Belief Model (건강신념모델에 근거한 노인 대상 식품안전·영양교육 프로그램 효과 평가)

  • Choi, Jung-Hwa;Lee, Eun-Sil;Lee, Yoon-Jin;Lee, Hye-Sang;Chang, Hye-Ja;Lee, Kyung-Eun;Yi, Na-Young;Ahn, Yoon;Kwak, Tong-Kyung
    • Journal of the Korean Society of Food Science and Nutrition
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    • v.45 no.9
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    • pp.1366-1374
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    • 2016
  • Most elderly have difficulties in managing food safety and nutrition by themselves. Various nutrition educations for the elderly have been developed, but food safety and nutrition education program and educational tools for the elderly are very limited. The aim of the study was to evaluate a food safety and nutrition education program based on the Health Belief Model (HBM) for the elderly. Education program was implemented for 220 seniors (137 educated group and 83 control group) aged over 65 years at senior welfare community centers. The intervention study was carried out on a weekly basis during each of 5 weeks, and each session lasted about 35 or 40 minutes. The effectiveness of the program was assessed with a questionnaire before and after education. Education program consisted of a 5 week program, and topics were 'Dietary changes for the elderly's healthy life', 'Prevention of food poisoning in everyday life', 'Safe food handling for my health', 'Healthy dietary life to prevent chronic disease', and 'Safety! nutrition! healthy dietary life'. Education program materials such as slides, handouts, videos, leaflet, and booklets were developed. As a result, there were score improvements in knowledge, dietary behaviors, and health belief after intervention in the intervention group, which were higher than those of the control group. In particular, there was a meaningful interrelation between dietary behavior and health belief (r=0.520, P<0.001). This finding suggests that changing beliefs is very important to make desirable dietary behavioral changes. For this reason, we can conclude HBM theory is an effective model to educate nutrition and food safety for the elderly. Furthermore, food safety and nutrition education programs are implemented and delivered continuously at various settings such as a health center or community welfare center, and those will contribute significantly to enhance perception and change their desirable dietary behaviors for the elderly.

Throughfall, Stemflow and Interception Loss of the Natural Old-growth Deciduous and Planted Young Coniferous in Gwangneung and the Rehabilitated Young Mixed Forest in Yangju, Gyeonggido(I) - with a Special Reference on the Results of Measurement - (광릉(光陵) 활엽수(闊葉樹) 천연노령림(天然老齡林)과 침엽수(針葉樹) 인공유령림(人工幼齡林) 그리고 양주(楊洲) 사방지(砂防地) 혼효유령림(混淆幼齡林)의 수관통과우량(樹冠通過雨量), 수간유하량(樹幹流下量) 그리고 차단손실량(遮斷損失量)에 관하여(I) - 실험적(實驗的) 측정결과(測定結果)를 중심(中心)으로 -)

  • Kim, Kyongha;Jun, Jaehong;Yoo, Jaeyun;Jeong, Yongho
    • Journal of Korean Society of Forest Science
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    • v.94 no.6
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    • pp.488-495
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    • 2005
  • This study was conducted to understand the influences of forest structure on throughfall, stemflow and interception loss. The study plots included the natural old-growth deciduous, Pinus koraiensis and Abies holophylla forests in Gwangneung and the rehabilitated young mixed forest in Yangju, Gyeonggido. The Pinus koraiensis and Abies hotophylla had been planted in 1976. The rehabilitated young mixed forest had been established to control erosion in 1974. Total and net rainfall were monitored from March, 2003 to October, 2004. Tipping bucket rain gauge recorded total rainfall. Throughfall and stemflow were measured by custom-made tipping bucket and CR10X data logger at each $10m{\times}10m$ plots at intervals of 30 minutes. Interception loss in the Pinus koraiensis plot were most as 37.2% of total rainfall and least as 22.6% in the rehabilitated young mixed forest. Stemflow in the rehabilitated young mixed forest was 10.7% of total rainfall and stemflow in the Pinus koraiensis plot was 2.4%. The average throughfall ratio ranged from 66% to 77% depending on the canopy coverage. The relationship of stemflow and total rainfall represented in a linear regression equation though the variation of data was large. The ratio of stemflow-conversion was 2% of total rainfall in the Pinus koraiensis plot and 12% in the rehabilitated young mixed forest, respectively. The stem storage of the natural old-growth deciduous was the largest of 0.21 mm whereas that of the Pinus koraiensis plot was the least of 0.003 mm. A deciduous forest produced stemflow more than a coniferous forest due to a smooth bark and steeply angled branches. Interception loss of all study plots increased linearly as total rainfall increased. The distribution of interception loss data related in total rainfall became wider in a deciduous forest than a coniferous. It resulted from seasonality of leaf area index in a deciduous forest. As considered above results, it was confirmed that there were great differences of throughfall, stemflow and interception loss depending on forest stand structures. The simulation model for predicting interception loss must have parameters such as forest stand characteristics and LAI in order to describe the influence of forest structure on interception loss.

A Study on the Impact Factors of Contents Diffusion in Youtube using Integrated Content Network Analysis (일반영향요인과 댓글기반 콘텐츠 네트워크 분석을 통합한 유튜브(Youtube)상의 콘텐츠 확산 영향요인 연구)

  • Park, Byung Eun;Lim, Gyoo Gun
    • Journal of Intelligence and Information Systems
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    • v.21 no.3
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    • pp.19-36
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    • 2015
  • Social media is an emerging issue in content services and in current business environment. YouTube is the most representative social media service in the world. YouTube is different from other conventional content services in its open user participation and contents creation methods. To promote a content in YouTube, it is important to understand the diffusion phenomena of contents and the network structural characteristics. Most previous studies analyzed impact factors of contents diffusion from the view point of general behavioral factors. Currently some researchers use network structure factors. However, these two approaches have been used separately. However this study tries to analyze the general impact factors on the view count and content based network structures all together. In addition, when building a content based network, this study forms the network structure by analyzing user comments on 22,370 contents of YouTube not based on the individual user based network. From this study, we re-proved statistically the causal relations between view count and not only general factors but also network factors. Moreover by analyzing this integrated research model, we found that these factors affect the view count of YouTube according to the following order; Uploader Followers, Video Age, Betweenness Centrality, Comments, Closeness Centrality, Clustering Coefficient and Rating. However Degree Centrality and Eigenvector Centrality affect the view count negatively. From this research some strategic points for the utilizing of contents diffusion are as followings. First, it is needed to manage general factors such as the number of uploader followers or subscribers, the video age, the number of comments, average rating points, and etc. The impact of average rating points is not so much important as we thought before. However, it is needed to increase the number of uploader followers strategically and sustain the contents in the service as long as possible. Second, we need to pay attention to the impacts of betweenness centrality and closeness centrality among other network factors. Users seems to search the related subject or similar contents after watching a content. It is needed to shorten the distance between other popular contents in the service. Namely, this study showed that it is beneficial for increasing view counts by decreasing the number of search attempts and increasing similarity with many other contents. This is consistent with the result of the clustering coefficient impact analysis. Third, it is important to notice the negative impact of degree centrality and eigenvector centrality on the view count. If the number of connections with other contents is too much increased it means there are many similar contents and eventually it might distribute the view counts. Moreover, too high eigenvector centrality means that there are connections with popular contents around the content, and it might lose the view count because of the impact of the popular contents. It would be better to avoid connections with too powerful popular contents. From this study we analyzed the phenomenon and verified diffusion factors of Youtube contents by using an integrated model consisting of general factors and network structure factors. From the viewpoints of social contribution, this study might provide useful information to music or movie industry or other contents vendors for their effective contents services. This research provides basic schemes that can be applied strategically in online contents marketing. One of the limitations of this study is that this study formed a contents based network for the network structure analysis. It might be an indirect method to see the content network structure. We can use more various methods to establish direct content network. Further researches include more detailed researches like an analysis according to the types of contents or domains or characteristics of the contents or users, and etc.

Das Problem des Selbstbewußtseins Zwischen Vernunft und Existenz: Im Zentrum auf die Transformationen von Kants Selbstbewußtseinstheorie in Heideggers Analytik vom Dasein, Apels Lehre von diskursiver Vernunft, und Ebelings Lehre von Widerstandsbewußtsein (이성과 실존 사이에서 자기의식의 문제: 하이데거의 현존재 분석론, 아펠의 담론적 이성 이론, 그리고 에벨링의 저항의식 이론에서칸트의 자기의식 이론에 대한 변형들을 중심으로)

  • Kim, Chungjoo
    • Journal of Korean Philosophical Society
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    • no.120
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    • pp.217-250
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    • 2018
  • Subjekt oder $Selbstbewu{\ss}tsein$ ist ein grundlegendes Prinzip neuzeitlicher Philosophie. Das $Selbstbewu{\ss}tsein$ ist bei Kant $Selbstbewu{\ss}tsein$(analytische Einheit der Apperzeption als klare Selbstbeziehung) in Objekts $bewu{\ss}tsein$(synthetischer Einheit der Apperzeptuion). Dabei zeigt er ein Reflexionsmodell des $Selbstbewu{\ss}tseins$. Aber er $erkl{\ddot{a}}rt$ nicht systematisch ein $Verh{\ddot{a}}ltnis$ zwischen synthetischer Einheit und analytischer Einheit der Apperzeption, und auch $l{\ddot{o}}st$ er nicht theorienimmanente und formale Schwierigkeiten von Zirkelargument bzw. unendlicher Iteration in der Reflxionsstruktur des $Selbstbewu{\ss}tseins$. Aufgrund der Voraussetzungen seiner eigenen Fundamentalontologie kritisiert der $fr{\ddot{u}}he$ Heidegger, $da{\ss}$ Kants $traditionsabh{\ddot{a}}ngige$ $Subjektivit{\ddot{a}}tstheorie$ Symptome der Seins vergessenheit zeigt, transformiert Kants $Selbstbewu{\ss}tseinstheorie$, interpretiert Kants transformierte Theorie als $subjektivit{\ddot{a}}tstheoretische$ $Begr{\ddot{u}}ndung$ der traditionellen Ontologie von Vorhandenheit, und versteht sie als ersten Schritt und erstes phlosophisches Modell seiner Fundamentalontologie. Durch kritische Interpretation von Kants Lehre von Selbstaffektion und $Selbstbewu{\ss}tsein$ deutet er ein Modell des $Selbstbewu{\ss}tseins$ als des $ph{\ddot{a}}nomenologischen$ $Horizontsbewu{\ss}tseins$ an. In diesem Modell der vorreflexiven und unmittelbaren Selbstbeziehung entstehen Schwierigkeiten von Zirkelargument bzw. unendlicher Iteration nicht. Apel kritisiert Kants $selbstbewu{\ss}te$ Apperzeptionstheorie in dem Sinne, $da{\ss}$ sie solipsistisch sei, und in seiner Transzendentalpragmatik $vervollst{\ddot{a}}ndigt$ er Kants transzendentalphilosophische $G{\ddot{u}}ltigkeit$ in der Dimension von $Intersubjektivit{\ddot{a}}t$ diskurierender Menschen. Hierbei ersetzt die Kommunikationsgemeinschaft Kants Apperzeption oder $Bewu{\ss}tsein$ ${\ddot{u}}berhaupt$. In der transzendentalpragmatischen Sicht, die auf den sprachlichen Bezug des Denkens und Erkennens und die Kommunikationsgemeinschaft geht, beruht das $Selbstbewu{\ss}tsein$ oder die Reflexion des Subjekts wesentlich auf seinem sprachlich vermittelten sozialen Bezug. Also geht es nicht um Zirkelargument und unendliche Iteration in denkender Selbstbeziehung des Subjekts. Ebeling hebt Heideggers Daseinsanalytik auf das Niveau von Apels Transzendentalpragmatik an und entwickelt Fundamatalpragmatik ${\ddot{u}}ber$ $Widerstandsbewu{\ss}tsein$ gegen allgemeinen Tod. Dieser $Widerstandsbewu{\ss}tsein$ ist fundamentalpragmatische Transformation von Kants $Selbstbewu{\ss}tsein$. Der $Widerstandsbewu{\ss}tsein$ der Vernunft bleibt in der solipsistischen Dimension nicht und ist ein $Bewu{\ss}tsein$, das in der Widerstandsgemeinschaft durch Argumentation universalisiert werden kann. Hierbei geht es nicht um Zirkelargument und unendliche Iteration.

An Unthinking Sage? Plotinus' Model of Non-Deliberative Action (생각하지 않는 현자(賢者)? 플로티누스의 비-숙고적 행동 모델)

  • Song, Euree
    • Journal of Korean Philosophical Society
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    • no.125
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    • pp.63-89
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    • 2019
  • The aim of this paper is to examine the so-called theory of automatic action attributed to Plotinus, according to which the sage can act automatically without deliberation or reasoning. Concerns were raised that such a theory runs the risk of turning the agent into an automaton by reducing action to mechanical reflexes to external stimuli. I attempt to show that Plotinus does not hold a theory of automatic action by arguing that the Plotinian sage's non-deliberative action is not automatic at all. For this purpose, I first draw attention to the non-deliberative action of the World-Reason (i.e. the reason of the World-Soul), which is supposed to present an ideal model of action. Indeed, Plotinus mentions that the World-Reason rules the world "as if automatically". This is, however, meant to indicate the spontaneous and natural manner in which the World-Reason rules. In this respect, the way the World-Reason works is compared to the way nature (i.e. the productive power of the World-Soul) works. But Plotinus points out that the World-Reason knows what to do, whereas nature works without knowing. In this connection, Plotinus makes it clear that the World-Reason does not calculate or deliberate about what to do because it already knows it. To clarify this point, I turn to Plotinus' analogy of practical wisdom (phronêsis) and skill, according to which the World-Reason is compared to an accomplished craftsman or artist, who confidently works without any doubt, hesitation or difficulty, thereby expressing her intelligence, unmediated by deliberation. From this perspective, non-deliberative action according to practical wisdom turns out to be superior to deliberative action. Plotinus admits that there are difficult circumstances in which even the skilled craftsman, unlike the World-Reason who always controls the whole situation, needs to deliberate or calculate, but he is nevertheless confident that the craftsman easily finds the solution. This suggests that the sage, who possesses practical wisdom, can act normally like a great master or virtuoso without deliberation, but in an emergency situation he also employs deliberation, but resourcefully and creatively responds to challenge. The attempt is made to elucidate the Plotinian model of sage's action with the help of Csikzentmihalyi's concept of 'flow' and Annas' application of it to the analogy of virtue and skill. Finally, it is shown that the sage's virtuous action, in spite of being a habituated action, is not a passive, routinized, automatic action, but an active, flexible, intelligent action.

Consumer's Responses to the Persuasion Attempt of the Sports Sponsorship: The Case of Guangzhou Asian Games (스폰서십의 설득의도성에 대한 소비자 반응: 광저우 아시안 게임을 바탕으로)

  • Lim, Myung Suh;Kim, Hae Ryong;Lee, Moonkyu
    • Asia Marketing Journal
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    • v.13 no.2
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    • pp.71-97
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    • 2011
  • Over the last twenty years, sponsorship has been used very widely as an important marketing tool that enhances corporate image. Since it has proven to be effective in creating positive perceptions of the company, many marketers have sponsored a variety of consumer-related activities. However, sponsorship has also been criticized as it can be related to ambush marketing and excessive commercialism which trigger negative consumer responses. Unlike the existing study on the sponsorship marketing, this study intends to investigate its negative effects. The study was conducted based on the persuasion knowledge model which was proposed by Fristed and Wright (1994) and investigated consumer responses to ulterior motive of sponsorship marketing. According to the persuasion knowledge model, consumers activate their persuasion knowledge to see the agent's commercial motive; there are several antecedents to the persuasion knowledge activation such as the source familiarity, the marketer's effort and the appropriateness of persuasion. Also, existing studies have pointed out the sponsor-event fit and the sponsor's integrity as crucial factors which influence consumer attitude. By taking a survey of people who watched the 2010 Guangzhou Asian Games, we tried to examine how the sponsor familiarity and the sponsor-event fit as pre-existing variables which have been formed based on the prior consumer knowledges/memories as well as the sponsor effort and the sponsor integrity as situational variables activated based on the specific persuasion episode influenced persuasion knowledge. We also tried to test the potential moderating role of sponsorship type (i.e., official sponsorship versus marketing focused) on the causal path from the persuasion knowledge and the consumer attitude from the perspective of the appropriateness of persuasion. The results show that the sponsor familiarity, the sponsor-event fit, and the marketer's effort have significant effects on the persuasion knowledge activation, and the sponsorship type has moderating role in the sponsorship effectiveness. The theoretical and practical implications of the results are discussed.

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