The Appeal of Protest Rhetoric: How Moral Entrepreneurs Recruit the Media into Moral Struggles

Whenever the news media feature brand-related moral struggles over issues such as ethicality, fairness, or sustainability, brands often find themselves in the position of the culprit. However, brands may also take the opposite position, that of a moral entrepreneur that proactively raises and addresses moral issues that matter to society. In this chapter, we present a case study of the Austrian shoe manufacturer Waldviertler, which staged a protest campaign against Austria’s financial market authorities (FMA) in the wake of the authorities demanding that the company closes its alternative (and illegal) consumer investment model after 10 years of operation. In response to this demand, the company organized protest marches, online petitions, and press conferences to reclaim the moral high ground for its financing model as a way out of the crunch following the global credit crisis and as a way to fight unfair administrative burdens. We present an interpretive analysis of brand communication material and media coverage that reveals how this brand used protest rhetoric on three levels – logos, ethos, and pathos – to reverse moral standards, to embody a rebel ethos, and to cultivate moral indignation. We also show how the media responded to protest rhetoric both with thematic coverage of context, trends, and general evidence, and with episodic coverage focusing on dramatic actions and the company owner’s charisma. We close with a discussion of how protestainment, the stylization of a leader figure, and marketplace sentiments can ensure sustained media coverage of moral struggles

Energy-angle dispersion of accelerated heavy ions at 67P/Churyumov–Gerasimenko: implication in the mass-loading mechanism

The Rosetta spacecraft studied the comet 67P/Churyumov–Gerasimenko for nearly two years. The Ion Composition Analyzer instrument on board Rosetta observed the positive ion distributions in the environment of the comet during the mission. A portion of the comet's neutral coma is expected to get ionized, depending on the comet's activity and position relative to the Sun, and the newly created ions are picked up and accelerated by the solar wind electric field, while the solar wind flow is deflected in the opposite direction. This interaction, known as the mass-loading mechanism, was previously studied by comparing the bulk flow direction of both the solar wind protons and the accelerated cometary ions with respect to the direction of the magnetic and the convective solar wind electric field. In this study, we show that energy–angle dispersion is occasionally observed. We report two types of dispersion: one where the observed motion is consistent with ions gyrating in the local magnetic field and another where the energy–angle dispersion is opposite to that expected from gyration in the local magnetic field. Given that the cometary ion gyro-radius in the undisturbed solar wind magnetic and electric field is expected to be too large to be detected in this way, our observations indicate that the local electric field might be significantly smaller than that of the undisturbed solar wind. We also discuss how the energy–angle dispersion, which is not consistent with gyration, may occur due to spatially inhomogeneous densities and electric fields

Dynamics of solar wind protons reflected by the Moon

Solar system bodies that lack a significant atmosphere and significant internal magnetic fields, such as the Moon and asteroids, have been considered as passive absorbers of the solar wind. However, ion observations near the Moon by the SELENE spacecraft show that a fraction of the impacting solar wind protons are reflected by the surface of the Moon. Using new observations of the velocity spectrum of these reflected protons by the SARA experiment on-board the Chandrayaan-1 spacecraft at the Moon, we show by modeling that the reflection of solar wind protons will affect the global plasma environment. These global perturbations of the ion fluxes and the magnetic fields will depend on microscopic properties of the object's reflecting surface. This solar wind reflection process could explain past ion observations at the Moon, and the process should occur universally at all atmosphereless non-magnetized objects.Comment: 12 pages, 8 figure

Learning Redundant Motor Tasks With and Without Overlapping Dimensions: Facilitation and Interference Effects

Prior learning of a motor skill creates motor memories that can facilitate or interfere with learning of new, but related, motor skills. One hypothesis of motor learning posits that for a sensorimotor task with redundant degrees of freedom, the nervous system learns the geometric structure of the task and improves performance by selectively operating within that task space. We tested this hypothesis by examining if transfer of learning between two tasks depends on shared dimensionality between their respective task spaces. Human participants wore a data glove and learned to manipulate a computer cursor by moving their fingers. Separate groups of participants learned two tasks: a prior task that was unique to each group and a criterion task that was common to all groups. We manipulated the mapping between finger motions and cursor positions in the prior task to define task spaces that either shared or did not share the task space dimensions (x-y axes) of the criterion task. We found that if the prior task shared task dimensions with the criterion task, there was an initial facilitation in criterion task performance. However, if the prior task did not share task dimensions with the criterion task, there was prolonged interference in learning the criterion task due to participants finding inefficient task solutions. These results show that the nervous system learns the task space through practice, and that the degree of shared task space dimensionality influences the extent to which prior experience transfers to subsequent learning of related motor skills

The Effect of Movement Rate and Complexity on Functional Magnetic Resonance Signal Change During Pedaling

We used functional magnetic resonance imaging (fMRI) to record human brain activity during slow (30 RPM), fast (60 RPM), passive (30 RPM), and variable rate pedaling. Ten healthy adults participated. After identifying regions of interest, the intensity and volume of brain activation in each region was calculated and compared across conditions (p \u3c .05). Results showed that the primary sensory and motor cortices (S1, M1), supplementary motor area (SMA), and cerebellum (Cb) were active during pedaling. The intensity of activity in these areas increased with increasing pedaling rate and complexity. The Cb was the only brain region that showed significantly lower activity during passive as compared with active pedaling. We conclude that M1, S1, SMA, and Cb have a role in modifying continuous, bilateral, multijoint lower extremity movements. Much of this brain activity may be driven by sensory signals from the moving limbs

Characteristics of proton velocity distribution functions in the near-lunar wake from Chandrayaan-1/SWIM observations

Due to the high absorption of solar wind plasma on the lunar dayside, a large scale wake structure is formed downstream of the Moon. However, recent in-situ observations have revealed the presence of protons in the near-lunar wake (100 km to 200 km from the surface). The solar wind, either directly or after interaction with the lunar surface (including magnetic anomalies), is the source of these protons in the near-wake region. Using the entire data from the SWIM sensor of the SARA experiment onboard Chandrayaan-1, we analysed the velocity distribution of the protons observed in the near-lunar wake. The average velocity distribution functions, computed in the solar wind rest frame, were further separated based on the angle between the upstream solar wind velocity and the IMF. Several proton populations were identified from the velocity distribution and their possible entry mechanism were inferred based on the characteristics of the velocity distribution. These entry mechanisms include (i) diffusion of solar wind protons into the wake along IMF, (ii) the solar wind protons with finite gyro-radii that are aided by the wake boundary electric field, (iii) solar wind protons with gyro-radii larger than lunar radii from the tail of the solar wind velocity distribution, and (iv) scattering of solar wind protons from the dayside lunar surface or from magnetic anomalies. In order to gain more insight into the entry mechanisms associated with different populations, backtracing is carried out for each of these populations. For most of the populations, the source of the protons obtained from backtracing is found to be in agreement with that inferred from the velocity distribution. There are few populations that could not be explained by the known mechanisms and remain unknown.Comment: 8 figures, paper accepted in Icarus (2016), http://dx.doi.org/10.1016/j.icarus.2016.01.03