Research on Copyright Issues of OpenCourseWare Materials

[[abstract]]Since Massachusetts Institute of Technology (MIT) published OpenCourseWare (OCW) in 2002, there has been worldwide reverberation. Universities continually and openly upload courses and teaching materials to the Internet and share with the people to use for free. When giving courses, teachers more or less use teaching materials designed by others. Once these courses are uploaded to the Internet publicly, however, the issues of copyright become hidden worries. To investigate the relationship between OpenCourseWare materials and its copyright, this study analyzes domestic and foreign regulations that are related to the copyright of digital teaching materials and current tendency of legislation. Besides, this study uses methods through semi-structured interviews with teachers who participate in the project of National Taiwan Normal University OpenCourseWare (NTNU OCW) to explore their usage of digital teaching materials and their opinions on issues about copyright as well as the fair use doctrine of OpenCourseWare materials. The research has indicated that the definition of fair use in the Copyright Act has not yet covered the right of public transmission in Taiwan. As a result, there is no regulation on Web-based Instruction while many countries have passed laws allowing limited usage of Web-based Instruction. Legitimatization of OpenCourseWare, however, is difficult due to its characteristic of being public and charge-free. Regarding teachers’ opinions about OpenCourseWare and their usage of digital teaching materials, on the one hand, they praise OpenCourseWare for the idea of knowledge sharing, but on the other hand they also consider OpenCourseWare limiting. Visual and audio materials such as pictures, music, and videos are often indispensible in class. Although most teachers have their selfdesigned teaching materials, they find it hard to avoid using materials designed by others. When it comes to copyright, generally teachers do not regard in class usage as violating the Copyright Act, since educational purpose is not benefit-motivated. They also agree that avoiding violations of copyright is teachers’ responsibility. Thus teachers often have scruples about OpenCourseWare and violations of copyright because of its fundamental trait of being publicly transmitted and copied. Violation of copyright also occurs when teachers usually do not indicate the sources they use in class or seek for authorization. Regulations and limitations in the Copyright Act, too, influence the content of the courses offered as well as teachers’ willingness to offer courses. About teachers’ opinions on regulation of fair use, it is found that teachers expect legislators to define fair use from the educational perspective allowing flexibility to use materials for educational purposes. Most teachers consider the specific fair use criterion clear and objective, more applicable than the currently ambiguous regulations. Suggestions of formulations of legitimate and fair use of Web-based Instruction are proposed in this study, with the goal to assist governmental, educational, and academic institutions and educators with improving future plans of OpenCourseWare.

木犀草素對於人類視網膜色素上皮細胞氧化傷害的保護作用之研究

[[abstract]]網膜色素上皮（retinal pigment epithelium, RPE）細胞的氧化壓力(Oxidative Stress)損傷被認為是引起老年性黃斑部病變（Age-related macular degeneration, AMD）的發病因素之一。本研究旨在探討木犀草素對 ARPE-19 細胞氧化壓力誘 導的細胞死亡之保護作用及其機制。將人類視網膜色素上皮細胞株（ARPE-19） 以 4-HNE (視網膜中存在的主要氧化劑, 即自由基) 進行氧化壓力誘導，並以不 同濃度之木樨草素(Luteolin)處理的情況下，來探討木犀草素對於人類視網膜色素 上皮細胞氧化傷害的保護作用

The analysis of strategic marketing in brand management：case studies of Dayungs and Greenvines

創業已成為今日台灣的潮流顯學。無論規模大小，品牌就像一個當代的時髦名詞，是創業者的流行穿搭，顯現出對於人生態度的品味。品牌經營理論眾聲喧嘩，哪一盞才是照耀夜行中錦衣的明燈？溫馨小品或是夢幻逸品，恰如其分的定位，就能與擁護者對味。 本研究透過大苑子與綠藤生機兩家個案，來探討品牌經營的方式。在巨人們的肩膀上，將品牌經營整理成：「品牌願景、品牌定位、品牌傳播、品牌粉絲」四大方向來建立品牌的內涵，傳遞給消費者。再用策略行銷4C架構分析，以客觀的角度來審視品牌經營之強勢與弱勢之處，並給予行銷建議作為參考。希冀「先以品牌經營方程式建立品牌，再到策略行銷4C分析謀略縝密度」是一把讓未來有志創業者，或是期待打造出偉大抱負的品牌者，可以經營品牌不求人的關鍵之鑰。 經過個案的探討，發現兩家品牌都著墨許多在與顧客信任感的耕耘，如同Peter F. Drucker所說的：「企業的目的與使命只有一個重心、一個出發點，那就是顧客。」品牌經營如何獲得更多的品牌粉絲支持，是經營者與企業內部需同心協力達成的共同目標。Nowadays, entrepreneurship is the mainstream in Taiwan. In spite of the size of a company, the brand represents its image. A company’s brand is like the outfit of the entrepreneur, and it represents his/her attitude towards life. There are many theories on brand management, but which is the one that can help brands target the right customers? Through applying the right positioning strategies for different products, brands can attract target customers successfully. This research aims to analyze brand management through the case studies of “Dayungs” and “Greenvines.” Brand management includes brand vision, brand positioning, brand communication, and brand communities. These four items help establish the content and image of a company’s brand, and pass them on to the customers. Based on the 4C marketing framework, this research examines the strengths and the weaknesses of brand management, and provides a marketing proposal for future reference. The process of building branding with brand management, and then analyzing the strategies with the 4C marketing framework, is a key for future entrepreneurs that hope to establish a successful brand. Through the analysis of these case studies, the research found that both brands put emphasis on the customer trust. As Peter F. Drucker said, “The purpose of business is to create and keep a customer.” How to gain the loyalty of more customers is the goal that managers and employees need to achieve with cooperation

Sex Differences in the Recognition of Ambiguous Figures

[[abstract]]Ambiguous figures are special images that can give rise to multiple interpretations. Visual art designers create ambiguous figures in icons, illustrations, logos, advertisements, and posters. This way avoids monotony and regularity, attracts viewers’ attention, expresses the deep meaning of the image, as well as reaches the goal of persuasion and communication. The purpose of this study was to explore the differences between eighth -grade male and female students in recognizing ambiguous figures categorized into three types: linguistic character, human/animal figure, and spatial depth. Participants were 319 junior high public school students (169 males and 150 females) enrolled in common class in Taipei County. Without being told the purpose of ambiguities, 14-15 years old students were presented with 42 ambiguous visual stimuli. Participants were asked to look at every image flashed on the computer monitor for 2 seconds, then to fill out a questionnaire immediately reporting the first and the other meanings of the ambiguous figure they saw in 30 seconds. The quantitative analysis of the questionnaires was conducted through descriptive statistics and chi-square analysis in order to detect significant differences among variables. The results of data analysis revealed that: (1) Most of the adolescent participants tend not to reverse ambiguous figures if they are not informed about the ambiguity of the figures. ( 2 ) Eighth-grade females have a higher sensitive tendency to recognize both ambiguous images than males, when each image was shown for 2 seconds. ( 3 ) When recognizing ambiguous figures with linguistic character, eighth-grade females have a higher sensitive tendency than males. ( 4 ) When recognizing ambiguous figures with human/animal figure, eighth-grade females have a higher sensitive tendency than males. ( 5 ) In the recognition of ambiguous figures with spatial depth, significant sex differences do not exist between eighth-grade males and females. The results could be useful to junior high school visual art teachers and designers with a better understanding of how different sexes perceive two interpretations of ambiguous figures.

Home Modification for the Low-Income Elderly in Taipei

台灣即將進入高齡社會，長者的居住問題逐漸浮現，在地老化是多數人共同的期待，但是硬體空間能否承載這樣的概念卻是個大問題，本研究採用立意抽樣尋找居住於台北市4-5樓無電梯公寓，不選擇進入機構，而是留在現居住宅進行安養與接受照護的六十五歲以上的高齡者進行個案研究。研究發現影響高齡者進行現居住空間改善的因素有三大面向：(1)空間特性，包含住宅權屬、公私介面處理、既有空間設計難以變動等問題；(2)使用者個人屬性，使用者會考量經濟狀況，以及身體健康狀況決定改善時間點，大多數使用者皆是直到失能後才開始思考如何處理與改善居家環境；(3)支持系統，現有的住宅修繕補助、修繕資訊、協助者與改造施工單位等系統都還有很多問題需要改進。本研究建議應增進各專業職種的合作，設置整合性的服務輸送系統，協助長者進行住宅改善施作及申請相關補助方案，並應積極透過各種管道推廣老年居住安全觀念，鼓勵人們在進入老年期前便開始規劃改善居住空間，讓高齡者可以健康且安心的在自己熟悉的空間中安養晚年。“Aging in place” is a common consensus in recent years. While the number of aged persons, particularly frail elderly, is rising, we need to modify existing houses with universal design for physical disabled. This paper presents findings from a study on home modification problem for the elderly. The research conducted in-depth interviews with elderly who don’t want to move into institutions and still live in the apartments without elevator in Taipei. The factors influence the behavior of home modification including space attribute, personal character and support system. We should promote the cooperation among different professions and build an integration service system to assist in modifying houses for the elderly

創造力人格特質對創新行為之研究-以幸福感為中介變項(The Impact of Creativity Personality Trait on Innovation Behavior: The Test of Mediating Effect of Well-being.)

[[abstract]]本研究的目的在探討： 「創造力人格特質」 、 「幸福感」與「創新行為」之關係與「幸福感」在「創造力人格特質」與「個人創新行為」之中介模式。研究以高科技產業研發人員為樣本，以問卷方式進行資料蒐集回收，並運用階層迴歸分析驗證各變項之間的關係。研究結果發現：研發人員的創造力人格特質對個人創新行為有顯著正向影響，創造力人格特質對幸福感亦有顯著正向影響，同時，幸福感在研發人員的創新人格特質與個人創新行為之間具有中介效果。最後，本研究之理論與實務意涵一併在文中探討