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

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

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

Protons in the near-lunar wake observed by the Sub-keV Atom Reflection Analyzer on board Chandrayaan-1

Significant proton fluxes were detected in the near wake region of the Moon by an ion mass spectrometer on board Chandrayaan-1. The energy of these nightside protons is slightly higher than the energy of the solar wind protons. The protons are detected close to the lunar equatorial plane at a $140^{\circ}$ solar zenith angle, i.e., ~50$^{\circ}$ behind the terminator at a height of 100 km. The protons come from just above the local horizon, and move along the magnetic field in the solar wind reference frame. We compared the observed proton flux with the predictions from analytical models of an electrostatic plasma expansion into a vacuum. The observed velocity was higher than the velocity predicted by analytical models by a factor of 2 to 3. The simple analytical models cannot explain the observed ion dynamics along the magnetic field in the vicinity of the Moon.Comment: 28 pages, 7 figure

Observed spatial variability of boundary-layer turbulence over flat, heterogeneous terrain

In spring 2013, extensive measurements with multiple Doppler lidar systems were performed. The instruments were arranged in a triangle with edge lengths of about 3 km in a moderately flat, agriculturally used terrain. For six mostly cloud-free convective days, vertical velocity variance profiles were compared for the three locations. On the average over all considered cases, differences between variances at different sites were about three times higher than between those derived from measurements by different lidars at the same site. For all investigated averaging periods between 10 min and 4 h, the differences were not significant on the average when considering the statistical error. However, statistically significant spatial differences were found in several individual cases. These could not be explained by the existing surface heterogeneity. In some cases, nearby energy balance stations provided surface fluxes that were not suitable for scaling the variance profiles. Weighted-averaged values proved to be more applicable, but even then, the scaled profiles showed a large scatter for each location. Therefore, it must be assumed that the intensity of turbulence is not always well-determined by the local heat supply at the Earth\u27s surface. Instead, a certain dependency of turbulence characteristics on mean wind speed and direction was found: thermals were detected that travelled from one site to the other with the mean wind when the travel time was shorter than the large-eddy turnover time. At the same time, no thermals passed for more than two hours at a third site that was located perpendicular to the mean wind direction in relation to the first two sites. Subsidence prevailing in the surroundings of thermals advected with the mean wind can thus partly explain significant spatial variance differences existing for several hours