• Title/Summary/Keyword: Complex Data

Search Result 6,713, Processing Time 0.035 seconds

Analysis of Land Use Characteristics Using GIS DB - A Case Study of Busan Metropolitan City in Korea - (GIS DB를 이용한 토지이용 특성 분석 - 부산광역시 건물 높이 시뮬레이션을 중심으로 -)

  • Min-Kyoung CHUN;Tae-Kyung BAEK
    • Journal of the Korean Association of Geographic Information Studies
    • /
    • v.26 no.3
    • /
    • pp.52-64
    • /
    • 2023
  • As cities continue to develop rapidly, overcrowding, pollution, and urban sanitation problems arise, and the need to separate conflicting uses is emerging. From this perspective, there is no disagreement that urban land use should be planned. Therefore, all activities in land space must be predicted in advance and planned so that land use can be rationally established. This study used the constructed data to compare and analyze the use distribution characteristics of residential, commercial, and industrial areas in Busan Metropolitan City to identify the building area status, total floor area, and floor area ratio by use zone in districts and counties in Busan Metropolitan City. As a result, it was found that the residential area accounted for the largest proportion of the area by use zone at 51%, and that the residential area accounted for the largest proportion at 63% of the total floor area by use zone. And the analysis was conducted using a specialization coefficient that can identify regional characteristics based on land use composition ratio. Because it is difficult to determine the trend of the entire region just by counting the absolute value of the area, the area composition ratio was calculated and compared. Looking at the residential facilities among the specialization coefficients by use area, it is above 1.0 except for Gijang-gun, Sasang-gu, Saha-gu, and Jung-gu. Commercial facilities are over 1.0 except for Gijang-gun, Gangseo-gu, Nam-gu, Sasang-gu, and Saha-gu. Looking at industrial facilities, you can see that the industrial complex distribution area is Gangseo-gu (2.5), Gijang-gun (1.22), Sasang-gu (2.06), and Saha-gu (1.64). In addition, it was found that business facilities and educational welfare facilities were evenly distributed. Land use analysis was conducted through simulation of the current status of building heights according to each elevation in each use area and the height of buildings in each use area. In general, areas over 80m account for more than 43% of Busan City, showing that the distribution of use areas is designated in areas with high altitude due to the influence of topographical conditions.

An Installation and Model Assessment of the UM, U.K. Earth System Model, in a Linux Cluster (U.K. 지구시스템모델 UM의 리눅스 클러스터 설치와 성능 평가)

  • Daeok Youn;Hyunggyu Song;Sungsu Park
    • Journal of the Korean earth science society
    • /
    • v.43 no.6
    • /
    • pp.691-711
    • /
    • 2022
  • The state-of-the-art Earth system model as a virtual Earth is required for studies of current and future climate change or climate crises. This complex numerical model can account for almost all human activities and natural phenomena affecting the atmosphere of Earth. The Unified Model (UM) from the United Kingdom Meteorological Office (UK Met Office) is among the best Earth system models as a scientific tool for studying the atmosphere. However, owing to the expansive numerical integration cost and substantial output size required to maintain the UM, individual research groups have had to rely only on supercomputers. The limitations of computer resources, especially the computer environment being blocked from outside network connections, reduce the efficiency and effectiveness of conducting research using the model, as well as improving the component codes. Therefore, this study has presented detailed guidance for installing a new version of the UM on high-performance parallel computers (Linux clusters) owned by individual researchers, which would help researchers to easily work with the UM. The numerical integration performance of the UM on Linux clusters was also evaluated for two different model resolutions, namely N96L85 (1.875° ×1.25° with 85 vertical levels up to 85 km) and N48L70 (3.75° ×2.5° with 70 vertical levels up to 80 km). The one-month integration times using 256 cores for the AMIP and CMIP simulations of N96L85 resolution were 169 and 205 min, respectively. The one-month integration time for an N48L70 AMIP run using 252 cores was 33 min. Simulated results on 2-m surface temperature and precipitation intensity were compared with ERA5 re-analysis data. The spatial distributions of the simulated results were qualitatively compared to those of ERA5 in terms of spatial distribution, despite the quantitative differences caused by different resolutions and atmosphere-ocean coupling. In conclusion, this study has confirmed that UM can be successfully installed and used in high-performance Linux clusters.

Archaeometric Significant and Manufacturing Characteristics of Comb-Pattern Pottery from the Daejuk-ri Shell Midden, Seosan, Korea (서산 대죽리 패총 출토 빗살무늬토기의 제작특성과 고고과학적 의미)

  • AN Deogim;LEE Chan Hee
    • Korean Journal of Heritage: History & Science
    • /
    • v.55 no.4
    • /
    • pp.138-164
    • /
    • 2022
  • The Neolithic shell midden in Daejuk-ri, Seosan, is distributed on the gentle slope of a low hill close to the west coast. The bedrock of the area consists mainly of schist with various mafic minerals, but shows a partial gneiss pattern. The site consists of loamy topsoil and clay loam subsoil, and the degree of siallization is relatively low. Although the pottery excavated from the shell midden shares mostly similar features, a variety of shapes and patterns coexist. The surface colors, thickness and physical properties are slightly different. The pottery can be subdivided into three types (IA, IB and II) according to the composition of the body clay, the temper and the existence of a black core. Types IA and IB are colorless mineral pottery with a non-black or black core respectively. TypeII is colored mineral pottery with a non-black core. Type I pottery also contains non-plastic colored minerals, but type II contains a large amount of biotite, chlorite, talc, amphibole, diopside and tremolite, which include a large amount of Mg and Fe. The studied pottery contains a small amount of organic matter. Considering the grain size and relatively poor sorting and roundness of the non-plastic particles, the pottery appears to be made by adding coarse non-plastic tempers for special purposes to the untreated weathered soil around the site. The three types of pottery seem to have been incompletely fired in general. While type IB has the lowest degree of oxidation, typeII shows the highest degree of redness and oxidation. It can be interpreted that these differences depend on the firing temperature and the ratio of non-plastic particles. Through a synthesis of the minerals, geochemical data and thermal history, it can be determined that the firing temperature ranged from 600 to 700℃. The pottery types of the Daejuk-ri Shell Midden have slightly different production conditions, mineral compositions, and physical properties, but have undergone similar production processes with basically the same clay materials. The clay is almost identical to the composition of the bedrock and weathered soil distributed in the Daejuk-ri area. Currently, there is an industrial complex in the area, so it is difficult to confirm the soil and geological distribution of the site. However, it is highly probable that the area around the site was self-sufficient for the clay and tempers required for the production of the Neolithic pottery. Therefore, it can be interpreted that the group that left the shell midden in Daejuk-ri lived near the site, visited the site for the purpose of collecting and processing shellfish, and discarded the broken pottery along with shells.

A prediction model for adolescents' skipping breakfast using the CART algorithm for decision trees: 7th (2016-2018) Korea National Health and Nutrition Examination Survey (의사결정나무 CART 알고리즘을 이용한 청소년 아침결식 예측 모형: 제7기 (2016-2018년) 국민건강영양조사 자료분석)

  • Sun A Choi;Sung Suk Chung;Jeong Ok Rho
    • Journal of Nutrition and Health
    • /
    • v.56 no.3
    • /
    • pp.300-314
    • /
    • 2023
  • Purpose: This study sought to predict the reasons for skipping breakfast by adolescents aged 13-18 years using the 7th Korea National Health and Nutrition Examination Survey (KNHANES). Methods: The participants included 1,024 adolescents. The data were analyzed using a complex-sample t-test, the Rao Scott χ2-test, and the classification and regression tree (CART) algorithm for decision tree analysis with SPSS v. 27.0. The participants were divided into two groups, one regularly eating breakfast and the other skipping it. Results: A total of 579 and 445 study participants were found to be breakfast consumers and breakfast skippers respectively. Breakfast consumers were significantly younger than those who skipped breakfast. In addition, breakfast consumers had a significantly higher frequency of eating dinner, had been taught about nutrition, and had a lower frequency of eating out. The breakfast skippers did so to lose weight. Children who skipped breakfast consumed less energy, carbohydrates, proteins, fats, fiber, cholesterol, vitamin C, vitamin A, calcium, vitamin B1, vitamin B2, phosphorus, sodium, iron, potassium, and niacin than those who consumed breakfast. The best predictor of skipping breakfast was identifying adolescents who sought to control their weight by not eating meals. Other participants who had low and middle-low household incomes, ate dinner 3-4 times a week, were more than 14.5 years old, and ate out once a day showed a higher frequency of skipping breakfast. Conclusion: Based on these results, nutrition education targeted at losing weight correctly and emphasizing the importance of breakfast, especially for adolescents, is required. Moreover, nutrition educators should consider designing and implementing specific action plans to encourage adolescents to improve their breakfast-eating practices by also eating dinner regularly and reducing eating out.

Single Center Experience of the Balloon-Stent Technique for the Treatment of Unruptured Distal Internal Carotid Artery Aneurysms: Sharing a Simple and Reliable Tip to Use Scepter-Atlas Combination (원위내경동맥에 위치한 비파열성 동맥류의 치료에 있어 풍선-스텐트 테크닉에 대한 단일기관의 경험: Scepter-Atlas 조합을 사용하기 위한 간단하지만 확실한 방법)

  • Yu-jung Park;Jieun Roh;Seung Kug Baik;Jeong A Yeom;Chul-Hoo Kang;Hee Seok Jeong;Sang Won Lee
    • Journal of the Korean Society of Radiology
    • /
    • v.82 no.5
    • /
    • pp.1258-1273
    • /
    • 2021
  • Purpose The balloon-stent technique (BST) has certain strengths as an assisted technique for the treatment of complex aneurysms. After Atlas release, the BST can be executed without an exchange maneuver of the balloon to the stent-delivery catheter. The purpose of this article is to share our experience with the BST using the Scepter-Atlas combination. Materials and Methods Device inspection led us to a simple method to avoid failure in loading Atlas to the Scepter. From March 2018 to December 2019, 57 unruptured distal internal carotid artery (dICA) aneurysms were treated with coil embolization; among which, 25 aneurysms in 23 patients were treated with BST. Clinical and angiographic data were retrospectively collected and reviewed. Results The technical success rate of the Scepter-Atlas combination increased from 50% to 100% after careful inspection. BST angiographic results were comparable to the stent-assisted coil (SAC) group treated during the immediately post-embolization same period (modified Raymond-Roy classification [MRRC] 1 & 2 84% in BST, 96.3% in SAC) and during short-term follow-up (MRRC 1 & 2 95.8% in BST, 88.4% in SAC). A small number of patients showed periprocedural complications, but none had clinical consequences. Conclusion BST using the Scepter-Atlas combination can provide an effective and safe method for the treatment of dICA aneurysms. Scepters can be used as delivery catheters for Atlas.

Development of Plant BIM Library according to Object Geometry and Attribute Information Guidelines (객체 형상 및 속성정보 지침에 따른 수목 BIM 라이브러리 개발)

  • Kim, Bok-Young
    • Journal of the Korean Institute of Landscape Architecture
    • /
    • v.52 no.2
    • /
    • pp.51-63
    • /
    • 2024
  • While the government policy to fully adopt BIM in the construction sector is being implemented, the construction and utilization of landscape BIM models are facing challenges due to problems such as limitations in BIM authoring tools, difficulties in modeling natural materials, and a shortage in BIM content including libraries. In particular, plants, fundamental design elements in the field of landscape architecture, must be included in BIM models, yet they are often omitted during the modeling process, or necessary information is not included, which further compromises the quality of the BIM data. This study aimed to contribute to the construction and utilization of landscape BIM models by developing a plant library that complies with BIM standards and is applicable to the landscape industry. The plant library of trees and shrubs was developed in Revit by modeling 3D shapes and collecting attribute items. The geometric information is simplified to express the unique characteristics of each plant species at LOD200, LOD300, and LOD350 levels. The attribute information includes properties on plant species identification, such as species name, specifications, and quantity estimation, as well as ecological attributes and environmental performance information, totaling 24 items. The names of the files were given so that the hierarchy of an object in the landscape field could be revealed and the object name could classify the plant itself. Its usability was examined by building a landscape BIM model of an apartment complex. The result showed that the plant library facilitated the construction process of the landscape BIM model. It was also confirmed that the library was properly operated in the basic utilization of the BIM model, such as 2D documentation, quantity takeoff, and design review. However, the library lacked ground cover, and had limitations in those variables such as the environmental performance of plants because various databases for some materials have not yet been established. Further efforts are needed to develop BIM modeling tools, techniques, and various databases for natural materials. Moreover, entities and systems responsible for creating, managing, distributing, and disseminating BIM libraries must be established.

A Study on the Priority of RoboAdvisor Selection Factors: From the Perspective of Analyzing Differences between Users and Providers Using AHP (로보어드바이저 선정요인의 우선순위에 관한 연구: AHP를 이용한 사용자와 제공자의 차이분석 관점으로)

  • Young Woong Woo;Jae In Oh;Yun Hi Chang
    • Information Systems Review
    • /
    • v.25 no.2
    • /
    • pp.145-162
    • /
    • 2023
  • Asset management is a complex and difficult field that requires insight into numerous variables and even human psychology. Thus, it has traditionally been the domain of professionals, and these services have been expensive to obtain. Changes are taking place in these markets, and the driving force is the digital revolution, so-called the fourth industrial revolution. Among them, the Robo-Advisor service using artificial intelligence technology is the highlight. The reason is that it is possible to popularize investment advisory services with convenient accessibility and low cost. This study aims to clarify what factors are critically important when selecting robo-advisors for service users and providers in Korea, and what perception differences exist in the selection factors between user and provider groups. The framework of the study was based on the marketing mix 4C model, and the design and analysis of the model used Delphi survey and AHP. Through the study design, 4 main criteria and 15 sub-criteria were derived, and the findings of the study are as follows. First, the importance of the four main criteria was in the order of customer needs > customer convenience > customer cost > customer communication for both groups. Second, looking at the 15 sub-criteria, it was found that investment purpose coverage, investment propensity coverage, fee level and accessibility factors were the most important. Third, when comparing between groups, the user group found that the fee level and accessibility factors were the most important, and the provider group recognized the investment purpose coverage and investment propensity coverage factors as important. This study derived useful implications in practice. First, when designing for the spread of the robo-advisor service, the basis for constructing a user-oriented system was prepared by considering the priority of importance according to the weight difference between the four main criteria and the 15 sub-criteria. In addition, the difference in priority of each sub-criteria shown in the group comparison and the cause of the sub-criteria with large weight differences were identified. In addition, it was suggested that it is very important to form a consensus to resolve the difference in perception of factors between those in charge of strategy and marketing and system development within the provider group. Academically, it is meaningful in that it is an early study that presented various perspectives and perspectives by deriving a number of robo-advisor selection factors. Through the findings of this study, it is expected that a successful user-oriented robo-advisor system can be built and spread in Korea to help users.

Studies on the selection in soybean breeding. -II. Additional data on heritability, genotypic correlation and selection index- (대두육종에 있어서의 선발에 관한 실험적연구 -속보 : 유전력ㆍ유전상관, 그리고 선발지수의 재검토-)

  • Kwon-Yawl Chang
    • KOREAN JOURNAL OF CROP SCIENCE
    • /
    • v.3
    • /
    • pp.89-98
    • /
    • 1965
  • The experimental studies were intended to clarify the effects of selection, and also aimed at estimating the heritabilities, the genotypic correlations among some agronomic characters, and at calculating the selection index on some selective characters for the selection of desirable lines, under different climatic conditions. Finally practical implications of these studies, especially on the selection index, were discussed. Twenty-two varieties, determinate growing habit type, were selected at random from the 138 soybean varieties cultivated the year before, were grown in a randomized block design with three replicates at Chinju, Korea, under May and June sowing conditions. The method of estimating heritabilities for the eleven agronomic characters-flowering date, maturity date, stem length, branch numbers per plant, stem diameter, plant weight, pod numbers per plant, grain numbers per plant and 100 grain weight, shown in Table 3, was the variance components procedures in a replicated trial for the varieties. The analysis of covariance was used to obtain the genotypic correlations and phenotypic correlations among the eight characters, and the selection indexes for some agronomic characters were calculated by Robinson's method. The results are summarized as follows: Heritabilities : The experiment on the genotype-environment interaction revealed that in almost all of the characters investigated the interaction was too large to be neglected and materially affected the estimates of various genotypic parameters. The variation in heritability due to the change of environments was larger in the characters of low heritability than in those of high heritability. Heritability values of flowering date, fruiting period (days from flowering to maturity), stem length and 100 grain weight were the highest in both environments, those of yield(grain weight) and other characters were showed the lower values(Table 3). These heritability values showed a decreasing trend with the delayed sowing in the experiments. Further, all calculated heritability values were higher than anticipated. This was expected since these values, which were the broad sense heritability, contain the variance due to dominance and epistasisf in addition to the additive genetic variance. Genotypic correlations : Genotypic correlations were slightly higher than the corresponding phenotypic correlations in both environments, but the variation in values due to the change of environment appeared between grain weight and some other characters, especially an increase between grain weight and flowering date, and the total growing period(Table 6). Genotypic correlations between grain weight and other characters indicated that high seed yield was genetically correlated with late flowering, late maturity, and the other five characters namely branch numbers per plant, stem diameter, plant weight, pod numbers per plant and grain numbers per plant, but not with 100 grain weight of soybeans. Pod numbers and grain numbers per plant were more closely correlated with seed yields than with other characters. Selection index : For the comparison and the use of selection indexes in the selection, two kinds of selection indexes were calculated, the former was called selection index A and the later selection index B as shown in Table 7. Selection index A was calculated by the values of grain weight per plant as the character of yield(character Y), but the other, selection index B, was calculated by the values of pod numbers per plant, instead of grain weight per plant, as the character of yield'(character Y'). These results suggest that selection index technique is useful in soybean breeding. In reality, however, as the selection index varies with population and environment, it must be calculated in each population to which selection is applied and in each environment in which the population is located. In spite of the expected usefulness of selection index technique in soybean breeding, unsolved problems such as the expense, time and labor involved in calculating the selection index remain. For these reasons and from these experimental studies, it was recognized that in the breeding of self-fertilized soybean plants the selection for yield should be based on a more simple selection index such as selection index B of these experiments rather than on the complex selection index such as selection index A. Furthermore, it was realized that the selection index for the selection should be calculated on the basis of the data of some 3-4 agronomic characters-maturity date(X$_1$), branch numbers per plant(X$_2$), stem diameter(X$_3$) and pod numbers per plant etc. It must be noted that it should be successful in selection to select for maturity date(X$_1$) which has high heritability, and the selection index should be calculated easily on the basis of the data of branch numbers per plant(X$_2$), stem diameter(X$_3$) and pod numbers per plant, directly after the harvest before drying and threshing. These characters should be very useful agronomic characters in the selection of Korean soybeans, determinate growing habit type, as they could be measured or counted easily thus saving time and expense in the duration from harvest to drying and threshing, and are affected more in soybean yields than the other agronomic characters.

  • PDF

The Cross-Cultural Study about Effects of Service Quality Dimensions on CS in Korea and China (할인점 서비스품질의 각 차원이 CS에 미치는 영향에 대한 한(韓).중(中)간 비교 문화적 연구)

  • Noh, Eun-Jeong;Seo, Yong-Goo
    • Journal of Global Scholars of Marketing Science
    • /
    • v.19 no.1
    • /
    • pp.23-35
    • /
    • 2009
  • A hypermarket as the one of the most globally standardized retailing format is also the type of store among various types of stores that the most active in expanding into other foreign markets. Recently, as several Korean retailing companies start to penetrate into Chinese market they differentiate themselves with modern facilities and customers service oriented high-end concept. China and Korea as Far East Asian countries share many common values, however precise and careful analysis should be carried out since there may also be critical differences in socio-economic aspects as well as in consumption patterns due to the level of development stages of retail industry among two countries. Even though precise and careful study is crucial on Chinese retailing market and consumers, none of researches and studies on 'how the quality of service dimensional structure is different between Korea and China', and 'what will be the most important and influential service dimensional factors for Chinese consuers compared to the hypermarkets customers in Korea' in order to improve the level of Chinese consumers satisfaction' have been fulfilled At this point of view, this study uses KD-SQS (Rho Eun Jung & Sir Yong Gu, 2008) which is a measure of Korean hypermarkets service quality to set up a hypothesis on Korean and Chinese consumers, and an empirical analysis is conducted. We try to get the answers about how the comparative importance of Service quality dimensions which decides the level of customer satisfaction is different depending on the cultural dimensions and socio-economic factors among two countries, Korea and China. Based upon the results, we try to give a valuable suggestion of what service dimensional factors should be reinforced to improve the level of CS in Chinese retailing market. Hypotheses for this study are as follows : H1. Each dimension of Service Quality significantly affects the level of CS H2. The effect of 'Basic Benefit' in service quality dimensions on the level of CS is greater in China than in Korea H3. The effect of 'Promotion' in service quality dimensions on the level of CS is greater in China than in Korea H4. The effect of 'Physical Aspects'in service quality dimensions on the level of CS is greater in Korea than in China. H5. The effect of 'Personal Interaction' in service quality dimensions on the level of CS is greater in China than in Korea H6. The effect of 'Policy' in service quality dimensions on the level of CS will be greater in Korean than in China H7. The effect of additional convenience in service quality dimensions on the level of CS will be greater in Korean than in China. More than 1,100 data were collected directly from the surveys of Chinese and Korean consumers in order to verify the hypotheses above. In Korea, stores which have floor space of over $9,000m^2$and opened later than year 2000 were selected for the samples, and thus Gayang, Wolgye, Sangbong, Eunpyeong, Suh-Suwon, Gojan stores and their customers were surveyed. In China, notable differences in the income levels and consumer behaviors between cities and regions were considered, and thus the research area was limited to the stores only in Shanghai. 6 stores which have the size of over $6,000m^2$ and opened later than 2000, such as Ruihong, Intu, Mudanjang, Sanrin, Raosimon, and Ranchao stores were selected for the survey. SPSS 12.0 and AMOS 7.0 were used as statistical tools, and exploratory factor analysis, confirmatory factor analysis, and multi-group analysis were conducted. In order to carry out a multi group analysis that decides whether the structure variables which shows the different effects of 6 service dimensions in Korean and Chinese groups is statistically valid, configural invariance, metric invariance, and structural invariance are tested in order. At the results of the tests, 3 out of 7 hypotheses were supported and other 4 hypotheses were denied. According to the study, 4 dimensions (Basic Benefit, Physical Environment, Policy, and additional convenience) were positively correlated with CS in Korea, and 3 dimensions (i.e. basic benefit, policy, additional convenience) were significant in China. However, the significance of the service-dimensions was turned out to be partially different in Korea and China. The Basic Benefit is more influential in deciding the level of CS in china than Korea, however Physical Aspect is more important factor in Korea. 'Policy dimension' did not make significant difference between two countries. In the 'additional convenience dimension', the differences in 'socio-economic factors' than in'cultural background' were considered as more important in Chinese consumers than Korean. Overall, the improvement of Service quality will be crucial factors to increase the level of CS in Chinese market same as Korean market. In addition, more emphases need to be placed on the service qualities of 'Basic Benefit' and 'additional convenience' dimensions in China. In particular, 'low price' and 'product diversity' that constitute 'Basic Benefit' are proved to be comparatively disadvantageous and weak points of Korean companies compared to global players, and thus the prompt strengthening those dimensions would be urgent for Korean retailers. Moreover, additional conveniences such as various tenants and complex service and entertaining area will be more important in China than in Korea. Besides, Applying advanced Korean Hypermaret`s customer policy to Chinese consumers will help to get higher reliability and to differentiate themselves to other competitors. However, as personal interaction, physical aspect, promotions were proved as not significant for the level of CS in China, Korean companies need to reconsider the priority order of resource allocations when they tap into Chinese market.

  • PDF

Media Habits of Sensation Seekers (감지추구자적매체습관(感知追求者的媒体习惯))

  • Blakeney, Alisha;Findley, Casey;Self, Donald R.;Ingram, Rhea;Garrett, Tony
    • Journal of Global Scholars of Marketing Science
    • /
    • v.20 no.2
    • /
    • pp.179-187
    • /
    • 2010
  • Understanding consumers' preferences and use of media types is imperative for marketing and advertising managers, especially in today's fragmented market. A clear understanding assists managers in making more effective selections of appropriate media outlets, yet individuals' choices of type and use of media are based on a variety of characteristics. This paper examines one personality trait, sensation seeking, which has not appeared in the literature examining "new" media preferences and use. Sensation seeking is a personality trait defined as "the need for varied, novel, and complex sensations and experiences and the willingness to take physical and social risks for the sake of such experiences" (Zuckerman 1979). Six hypotheses were developed from a review of the literature. Particular attention was given to the Uses and Gratification theory (Katz 1959), which explains various reasons why people choose media types and their motivations for using the different types of media. Current theory suggests that High Sensation Seekers (HSS), due to their needs for novelty, arousal and unconventional content and imagery, would exhibit higher frequency of use of new media. Specifically, we hypothesize that HSS will use the internet more than broadcast (H1a) or print media (H1b) and more than low (LSS) (H2a) or medium sensation seekers (MSS) (H2b). In addition, HSS have been found to be more social and have higher numbers of friends therefore are expected to use social networking websites such as Facebook/MySpace (H3) and chat rooms (H4) more than LSS (a) and MSS (b). Sensation seekers can manifest into a range of behaviors including disinhibition,. It is expected that alternative social networks such as Facebook/MySpace (H5) and chat rooms (H6) will be used more often for those who have higher levels of disinhibition than low (a) or medium (b) levels. Data were collected using an online survey of participants in extreme sports. In order to reach this group, an improved version of a snowball sampling technique, chain-referral method, was used to select respondents for this study. This method was chosen as it is regarded as being effective to reach otherwise hidden population groups (Heckathorn, 1997). A final usable sample of 1108 respondents, which was mainly young (56.36% under 34), male (86.1%) and middle class (58.7% with household incomes over USD 50,000) was consistent with previous studies on sensation seeking. Sensation seeking was captured using an existing measure, the Brief Sensation Seeking Scale (Hoyle et al., 2002). Media usage was captured by measuring the self reported usage of various media types. Results did not support H1a and b. HSS did not show higher levels of usage of alternative media such as the internet showing in fact lower mean levels of usage than all the other types of media. The highest media type used by HSS was print media, suggesting that there is a revolt against the mainstream. Results support H2a and b that HSS are more frequent users of the internet than LSS or MSS. Further analysis revealed that there are significant differences in the use of print media between HSS and LSS, suggesting that HSS may seek out more specialized print publications in their respective extreme sport activity. Hypothesis 3a and b showed that HSS use Facebook/MySpace more frequently than either LSS or MSS. There were no significant differences in the use of chat rooms between LSS and HSS, so as a consequence no support for H4a, although significant for MSS H4b. Respondents with varying levels of disinhibition were expected to have different levels of use of Facebook/MySpace and chat-rooms. There was support for the higher levels of use of Facebook/MySpace for those with high levels of disinhibition than low or medium levels, supporting H5a and b. Similarly there was support for H6b, Those with high levels of disinhibition use chat-rooms significantly more than those with medium levels but not for low levels (H6a). The findings are counterintuitive and give some interesting insights for managers. First, although HSS use online media more frequently than LSS or MSS, this groups use of online media is less than either print or broadcast media. The advertising executive should not place too much emphasis on online media for this important market segment. Second, social media, such as facebook/Myspace and chatrooms should be examined by managers as potential ways to reach this group. Finally, there is some implication for public policy by the higher levels of use of social media by those who are disinhibited. These individuals are more inclined to engage in more socially risky behavior which may have some dire implications, e.g. by internet predators or future employers. There is a limitation in the study in that only those who engage in extreme sports are included. This is by nature a HSS activity. A broader population is therefore needed to test if these results hold.