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[booksz]

Gender, Race, and Class in Media A Critical Reader Ed 6

William E Yousman, "Gender, Race, and Class in Media: A Critical Reader Ed 6"
English | ISBN: 1544393423 | 2020 | 768 pages | PDF | 7 MB
Gender, Race, and Class in Media provides students a comprehensive and critical introduction to media studies by encouraging them to analyze their own media experiences and interests. Editors Bill Yousman, Lori Bindig Yousman, Gail Dines, and Jean McMahon Humez explore some of the most important forms of today's popular culture―including the Internet, social media, television, films, music, and advertising―in three distinct but related areas of investigation: the political economy of production, textual analysis, and audience response. Multidisciplinary issues of power related to gender, race, and class are integrated into a wide range of articles examining the economic and cultural implications of mass media as institutions. Reflecting the rapid evolution of the field, the Sixth Edition includes 18 new readings that enhance the richness, sophistication, and diversity that characterizes contemporary media scholarship.

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[booksz]

Generative AI in Higher Education Innovation Strategies for Teaching and Learning

Generative AI in Higher Education: Innovation Strategies for Teaching and Learning by Adebowale Owoseni , Oluwaseun Kolade , Abiodun Egbetokun
English | PDF EPUB (True) | 2024 | 209 Pages | ISBN : 3031601785 | 29.5 MB
With the integration of generative artificial intelligence (AI), teachers and learners now have access to powerful tools to enhance their productivity and effectiveness in their work. To meet the demands of this dynamic educational landscape, teachers must embrace AI to handle repetitive tasks, freeing them to focus on more intelligent and humanistic responsibilities. For learners, responsible use of AI could make learning more fun, personalized, flexible, and enriching. This insightful new book explores the evolving role of educators in higher education in a world of rapid technological advancements and provides a practical outline of the available technologies.

By integrating Generative AI into teaching and learning, Higher Education Institutions can contribute to achieving inclusive and equitable quality education, a target of the UN Sustainable Development Goals, and promote lifelong learning opportunities for all. Generative AI can be used to enhance teaching and learning experiences, foster creativity, and develop new learning experiences in higher education. This book is a valuable resource for educators navigating the ever-changing landscape of education technology. With scientific background, practical insights and actionable tips, this book will be of interest to scholars of emerging technologies and innovation in education. It will also be of practical use to instructors seeking to harness the power of generative AI, enhancing productivity and transforming their approach to personalized learning.
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[booksz]

Genetische Programmierung Ein Instrument zur empirischen Fundierung ökonomischer M...

Genetische Programmierung: Ein Instrument zur empirischen Fundierung ökonomischer Modelle By Dipl.Kfm. Bernd Ebersberger (auth.)
2002 | 312 Pages | ISBN: 3824406799 | PDF | 10 MB
Ökonomische Modellierung ist häufig der Kritik ausgesetzt, sie sei realitätsfern. Welche Möglichkeiten gibt es, sie realitätsnäher zu gestalten? Bernd Ebersberger stellt ein quantitatives Verfahren vor, das der Erstellung realistischer ökonomischer Modelle dient. Er untersucht, wie die Genetische Programmierung, eine Methode aus der künstlichen Intelligenzforschung, nutzbar gemacht werden kann, um zu wirklichkeitsnahen Modellen zu gelangen. Der Autor zeigt die wissenschaftstheoretischen Wurzeln der ökonomischer Modellierung auf und setzt sich kritisch mit ihrem derzeitigen Stand auseinander. Es wird deutlich, dass der Kernpunkt einer realistischen Darstellung die empirische Fundierung der in den Modellen unterstellten Zusammenhänge ist. Daher werden Kriterien für Verfahren erarbeitet, die diese empirische Fundierung leisten können, und es wird dargelegt, dass die Genetische Programmierung ein geeignetes Verfahren ist. Zahlreiche Beispiele und Beispielanwendungen veranschaulichen die Arbeit, und der im Anhang angegebene Quell-Code einer Genetischen Programmierungs-Routine ermöglicht dem Leser, die Genetische Programmierung selbst einzusetzen.

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[booksz]

Genius After Psychoanalysis Freud and Lacan

K. Daniel Cho, "Genius After Psychoanalysis: Freud and Lacan "
English |ASIN : B0CXLYH3R7 | 2024 | 224 pages | PDF | 3 MB
Develops a new psychoanalytic theory of genius, a concept that is often invoked and pervasive in popular culture but which is rarely scrutinized in depth.

In the absence of this scrutiny, genius has come to be understood as exceptional talent or intelligence-an elitist notion. Genius After Psychoanalysis intervenes in this debate by offering a new account of genius.
Drawing on the work of Sigmund Freud and Jacques Lacan, K. Daniel Cho argues that genius is not exceptional talent or intelligence but is related to and illuminated by the psychological concept of sublimation, where the unpleasures that arise when our intellectual products fail become themselves pleasurable. Beginning with a close examination of Freud's work on Leonardo da Vinci, Cho analyzes film, art, our relationship to nature, politics, group psychology, love, and philosophy to demonstrate that genius, far from an elitist notion, is universally available through a different approach to ideas of imperfection, disappointment, and failure.
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[booksz]

Genussmomente Camping-Küche Schnelle und einfache Outdoor-Rezepte mit wenig Zutate...

Genussmomente: Camping-Küche: Schnelle und einfache Outdoor-Rezepte mit wenig Zutaten: One-Pan-Pizza, Apfel-Hirse-Porridge, Eier-Käse-Sandwich und mehr! (German Edition) by Jessica Lerchenmüller, Rose Marie Donhauser, Anton Enns
German | July 11, 2023 | ISBN: N/A | ASIN: B0C8JYGBM3 | 77 pages | EPUB | 4.14 Mb
Auf in die Wildnis!

Du möchtest Berge erklimmen, mit dem Van ans Meer oder eine Fahrradtour machen und brauchst das richtige Kochbuch, das dir einfache und schnelle Rezepte für unterwegs bietet? Dann bist du hier goldrichtig! Hier findest du:25 abwechslungsreiche Rezepte - vom Frühstück über Salate und Kleinigkeiten bis hin zu Gekochtem oder GebratenemEinfach kann so gut sein: Unkomplizierte und dennoch gesunde und nährreiche Rezepte aus frischen Zutaten und der ein oder anderen KonserveTipps und Tricks für deine Reise: eine übersichtliche Liste mit nützlichen Utensilien, Ideen für deinen Essensvorrat und vieles mehr!Egal ob Tomatensalat mit Thunfisch, Mexikanischer Bohneneintopf oder Kokosmilchreis- in diesem neuen Band der Genussmomente Reihe findest du die passenden Rezepte für deinen nächsten Outdoor-Trip.

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[booksz]

Geotechnical Lessons Learnt-Building and Transport Infrastructure Projects

Geotechnical Lessons Learnt-Building and Transport Infrastructure Projects: Proceedings of the 2022 AGS Sydney Annual Symposium by Hadi Khabbaz, Cholachat Rujikiatkamjorn, Ali Parsa-Pajouh
English | PDF EPUB (True) | 2024 | 181 Pages | ISBN : 9819760313 | 44.9 MB
This book presents the select proceedings of the 26th Annual Symposium organized by the Sydney Chapter of the Australian Geomechanics Society (AGS). The symposium brought together key stakeholders of the Australian geological and geotechnical community. This book showcases state-of-the-art practices, new research findings, and case histories that demonstrate reliability-based designs and assessments. The papers on reliability-based approaches cover various aspects of site investigations, interpretations, designs, specialized testing, and technologies. This book presents recent innovations, trends, and concerns, as well as practical challenges encountered, and solutions adopted in the field. This volume will be a useful guide to those in academia and industry working in the fields of geotechnical engineering.

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[booksz]

German Neoliberalism from 1924 to 1963 The Semantic Counter-revolution of Transnat...

German Neoliberalism from 1924 to 1963: The Semantic Counter-revolution of Transnational Elite Networks by Arne I. A. Käthner
English | PDF EPUB (True) | 2024 | 459 Pages | ISBN : 3031654668 | 16.5 MB
This book offers an in-depth study of German neoliberalism between 1924 and 1963, arguing that a neoliberal network was established in the interwar period, decades before elite networks in Great Britain and the United States fostered the 'neoliberal revolution' of the Thatcher and Reagan administrations. The author shows how this network strongly influenced societal developments in the 1950s and set a precedent for neoliberal projects in other countries. This success was largely due to the deliberate and strategic reorganisation of the semantic field: abandoning or reacquiring 'abused' concepts, challenging existing meanings, or introducing new concepts to the political scene. The book examines the Aktionsgemeinschaft Soziale Marktwirtschaft (ASM), an early neoliberal Think Tank founded in 1953 and led by Alexander Rüstow, which became an influential political actor in post-war West Germany. The author adopts a decidedly transnational approach linking and contrasting inner-German debates with those taking place transnationally among neoliberal proponents in the Mont Pèlerin Society. More than just a political study of ideologies, this book provides a historical account of the conceptual struggles over neoliberalism, the actors who engaged in them, the spheres in which they took place, and the semantic means and conceptual strategies employed, providing useful insights for scholars of German and political history, as well as political science more generally.

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[booksz]

German Shepherd Training The Beginner's Guide to Training Your German Shepherd Puppy

Brittany Boykin, "German Shepherd Training: The Beginner's Guide to Training Your German Shepherd Puppy: Includes Potty Training, Sit, Stay, Fetch, Drop, Leash Training and Socialization Training"
English | 2017 | ISBN: 1543042732 | EPUB | pages: 52 | 0.4 mb
Are you tired of your German Shepherd puppy leaving "messes" all over the house?

What about the biting and chewing?
Does your German Shepherd drag you down the street when you try and take him/her for a walk?
Do you want to teach your new puppy how to sit, stay, or play fetch?
This short, simple, no-fluff beginner's training guide can help you with it all!
Here Is A Preview of What You'll Learn...
- Is a German Shepherd Right For You?
- How Much Is Enough Exercise?
- How To Speak Your Dog's Language
- Effective Discipline
- How to Potty Train Your German Shepherd
- Basic Obedience Training Such As: Sit, Drop, Come, Fetch, Stay, and Wait
- Leash Training Your German Shepherd Puppy
- Socialization Training
- How to Stop the Biting and Chewing
- and Advanced Training Techniques
This is a must-have guide for all beginner German Shepherd puppy owners and individuals who are thinking of getting a German Shepherd puppy.
Don't wait any longer! Scroll up and click the 'Buy Now' button to turn your little fluff ball into the perfect puppy!

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[booksz]

Germans in the Antarctic (EPUB)

Germans in the Antarctic by Cornelia Lüdecke
English | EPUB | 2021 | 290 Pages | ISBN : 3030409236 | 101 MB
While science was usually at the forefront of German Antarctic expeditions, research into the Southern Polar region always had a political or economic component, whether it was about resource use or securing areas of influence.

Cornelia Lüdecke presents the course of the three German Antarctic expeditions from 1901-03, 1911-12 and 1938/39 with their partly dramatic turns and twists and provides insights into everyday life under extreme conditions.
She also evaluates unpublished material from the archives and private estates of the expedition members. She looks at the expeditions from a scientific and political point of view and also deals with the myths associated with the "Schwabenland" expedition during the National Socialist era.
Finally, the author describes German south polar research after World War II, which took different paths in the German Democratic Republic and in the Federal Republic of Germany, and gives an outlook on future research.
For the first time, this book presents the history of the Germans in Antarctica in a factual and informative way for the general public. With numerous pictures, some of which have never been published before.
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[booksz]

Geschlecht und Geschlechterverhältnisse in der Erziehungswissenschaft Eine Einführung

Geschlecht und Geschlechterverhältnisse in der Erziehungswissenschaft: Eine Einführung By Barbara Rendtorff, Vera Moser (auth.), Barbara Rendtorff, Vera Moser (eds.)
1999 | 331 Pages | ISBN: 3810023035 | PDF | 10 MB
Der Band bietet eine breite und anspruchsvolle Einführung in das Gebiet der erziehungswissenschaftlichen Geschlechterforschung. Zweifellos liegt in der Frage nach der Bedeutung und den Wirkungsweisen von Geschlecht und Geschlechterverhältnis eine der größten aktuellen Herausforderungen an Wissenschaft und soziale und politische Praxis. Das Buch gibt einen Überblick über die gegenwärtige Forschungslage zur Geschlechterthematik innerhalb der Erziehungswissenschaften und arbeitet dabei die strukturelle Bedeutung von "Geschlecht" als Kategorie heraus. Die Darstellung und Diskussion dieser Thematik ist in drei Teile gegliedert. Als Einführung dient eine systematische Darstellung der Kategorie "Geschlecht" in ihren sozialen, historischen und strukturellen Aspekten. Im zweiten Teil werden einige erziehungswissenschaftlich relevante Fragestellungen vertieft und konkretisiert. Der dritte Teil umfaßt Beiträge aus den Einzeldisziplinen, die jeweils den Stand der Diskussion darlegen und darüber hinausgehende Fragestellungen aufzeigen.

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[booksz]

Geschlechterverhältnisse - Naturverhältnisse Feministische Auseinandersetzungen un...

Geschlechterverhältnisse - Naturverhältnisse: Feministische Auseinandersetzungen und Perspektiven der Umweltsoziologie By Angelika Poferl (auth.), Dr. habil. Andreas Nebelung, Angelika Poferl, Dr. Irmgard Schultz (eds.)
2001 | 321 Pages | ISBN: 3810030643 | PDF | 8 MB
Das Buch sucht nach Überschneidungen und Zwischenräumen zwischen "Geschlecht" und "Umwelt". Was leisten Ansätze der Geschlechterforschung für das umweltsoziologische Denken? Und was kann das Unbehagen an gegenwärtigen Naturverhältnissen von feministischen Debatten lernen?

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[booksz]

Geschäftsmodelle von Medienunternehmen Ökonomische Grundlagen und Veränderungen du...

Geschäftsmodelle von Medienunternehmen: Ökonomische Grundlagen und Veränderungen durch neue Informations- und Kommunikationstechnik By Berthold H. Hass (auth.)
2002 | 193 Pages | ISBN: 3824476541 | PDF | 5 MB
Wie in kaum einer anderen traditionellen Branche führen in der Medienwirtschaft Digitalisierung und Vernetzung zu neuen Herausforderungen und tiefgreifenden strukturellen Veränderungen, denn die Value Proposition von Medienunternehmen ist Information und somit immateriell. Verbesserte Informations- und Kommunikationstechnik beeinflusst deshalb nicht nur Organisation und Management von Medienunternehmen, sondern sie wirkt sich auch nachhaltig auf die Produktion, Redaktion, Distribution und Konsumtion von Medienprodukten aus. Berthold H. Hass operationalisiert das häufig benutzte, aber selten präzisierte Konstrukt des Geschäftsmodells im Hinblick auf Medienunternehmen und analysiert auf dieser Basis die Veränderungen in der Medienwirtschaft. Seine eingehende Untersuchung verdeutlicht die zahlreichen Stellhebel für die Veränderung und Weiterentwicklung der Geschäftslandschaft im Mediensektor. Die fundierte Analyse der Spezifika von Medienprodukten bildet die Grundlage für die erfolgreiche Gestaltung von Geschäftsmodellen.

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[booksz]

Gesellschaftsorientierte Kooperationen Möglichkeiten und Grenzen der Zusammenarbei...

Gesellschaftsorientierte Kooperationen: Möglichkeiten und Grenzen der Zusammenarbeit von Unternehmungen und gesellschaftlichen Anspruchsgruppen im ökologischen Kontext By Michael Brockhaus (auth.)
1996 | 287 Pages | ISBN: 3824463970 | PDF | 10 MB
Die Interaktion zwischen Unternehmungen und ihren gesellschaftlichen Anspruchsgruppen ist vor allem im ökologischen Kontext durch Konflikte gekennzeichnet. Seit Beginn der neunziger Jahre sind vermehrt Formen systemübergreifender Zusammenarbeit zwischen Unternehmungen, staatlichen Instanzen und Umweltschutzorganisationen zu beobachten, die sich gemeinsam um Verbesserungen bemühen. Ausgehend von einem dynamischen Umweltmanagement und auf der Grundlage der Kollaborationstheorie entwickelt Michael Brockhaus einen Analyserahmen, anhand dessen er drei konkrete Fälle solcher kooperativer Interaktionen untersucht. Der Autor leitet aus der Sicht der Unternehmung einen Orientierungsrahmen für Kooperationen mit gesellschaftlichen Anspruchsgruppen ab. Den Schwerpunkt der Handlungsempfehlungen bilden nicht nur die konkreten Möglichkeiten und Grenzen dieser Strategievariante, sondern auch die Themen und Partner für gesellschaftsorientierte Kooperationen.

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[booksz]

Gespaltene Migration

Gespaltene Migration By Wolfgang Schröer, Stephan Sting (auth.), Wolfgang Schröer, Stephan Sting (eds.)
2003 | 127 Pages | ISBN: 3810038784 | PDF | 4 MB
Die politische Auseinandersetzung um Zuwanderung ist von einer klaren Spaltung in erwünschte und unerwünschte MigrantInnen geprägt, indem unverhohlen ökonomische Kriterien für die Aufnahme von MigrantInnen festgeschrieben werden. Am anderen Ende geht die inhumane Auseinandersetzung mit "unerwünschter" Migration weiter, indem im Dunkelfeld zwischen Asylbewerberheimen und Abschiebehaft sogenannte "Ausreisezentren" geschaffen werden sollen, die bei mangelnden rechtlichen Voraussetzungen für eine Abschiebung mittels sozialem und psychischem Druck eine "freiwillige Ausreise" erzwingen sollen. Eine Thematisierung der systematischen sozialen und rechtlichen Ausgrenzung von MigrantInnen fehlt ebenso wie eine intensive Diskussion in der Pädagogik und Sozialen Arbeit, welchen Beitrag sie zur sozialen Mindestsicherung für nicht-europäische MigrantInnen leisten können und wie sich das Profil der interkulturellen Pädagogik in diesem Rahmen verändert. Diese Lücken versucht das Buch schließen.

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[booksz]

Gestaltung der Führung im Krankenhaus

Gestaltung der Führung im Krankenhaus By Malte Brettel (auth.)
1997 | 341 Pages | ISBN: 3824464802 | PDF | 11 MB
Seit Jahren steigen die Ausgaben für das Krankenhauswesen gegenüber dem Bruttosozialprodukt überproportional an. Längst wird deshalb eine höhere Wirtschaftlichkeit für Krankenhäuser gefordert. Malte Brettel entwickelt Ansätze zur effizienten Gestaltung des Führungssystems von Krankenhäusern. Unter Berücksichtigung der besonderen Handlungsträgerstruktur des Krankenhauses als komplexer Dienstleister identifiziert der Autor die Führungshandlungen, die eine effiziente Leistungserstellung gewährleisten können. Er weist nach, daß aufgrund der Heterogenität der einzelnen Leistungen eine selektive Kombination verschiedener Führungshandlungen nötig ist und nur eine Kombination aus Fremd- und Selbstkontrolle zu der letztendlich angestrebten wirtschaftlichen Leistungserstellung führt.

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[booksz]

Giants of Computing A Compendium of Select, Pivotal Pioneers

Giants of Computing: A Compendium of Select, Pivotal Pioneers By Gerard O'Regan (auth.)
2013 | 306 Pages | ISBN: 1447153391 | PDF | 5 MB
It has been upon the shoulders of giants that the modern world has been forged. This accessible compendium presents an insight into the great minds responsible for the technology which has transformed our lives. Each pioneer is introduced with a brief biography, followed by a concise account of their key contributions to their discipline. The selection covers a broad spread of historical and contemporary figures from theoreticians to entrepreneurs, highlighting the richness of the field of computing. Suitable for the general reader, this concise and easy-to-read reference will be of interest to anyone curious about the inspiring men and women who have shaped the field of computer science.

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[booksz]

GitHub Actions Cookbook A practical guide to automating repetitive tasks and strea...

GitHub Actions Cookbook: A practical guide to automating repetitive tasks and streamlining your development process by Michael Kaufmann
English | April 30, 2024 | ISBN: 1835468942 | 250 pages | PDF | 31 Mb
Authored by a Microsoft Regional Director, this book shows you how to leverage the power of the community-driven GitHub Actions workflow platform to automate repetitive engineering tasksKey FeaturesAutomate CI/CD workflows and deploy securely to cloud providers like Azure, AWS, or GCP using OpenIDCreate your own custom actions with Docker, JavaScript programming, or shell scripts and share them with othersDiscover ways to automate complex scenarios beyond the basic ones documented in GitHubBook Description

Say goodbye to tedious tasks! GitHub Actions is a powerful workflow engine that automates everything in the GitHub ecosystem, letting you focus on what matters most.
This book explains the GitHub Actions workflow syntax, the different kinds of actions, and how GitHub-hosted and self-hosted workflow runners work. You'll get tips on how to author and debug GitHub Actions and workflows with Visual Studio Code (VS Code), run them locally, and leverage the power of GitHub Copilot. The book uses hands-on examples to walk you through real-world use cases that will help you automate the entire release process. You'll cover everything, from automating the generation of release notes to building and testing your software and deploying securely to Azure, Amazon Web Services (AWS), or Google Cloud using OpenID Connect (OIDC), secrets, variables, environments, and approval checks.
The book goes beyond CI/CD by demonstrating recipes to execute IssueOps and automate other repetitive tasks using the GitHub CLI, GitHub APIs and SDKs, and GitHub Token. You'll learn how to build your own actions and reusable workflows to share building blocks with the community or within your organization.
By the end of this GitHub book, you'll have gained the skills you need to automate tasks and work with remarkable efficiency and agility.What you will learnAuthor and debug GitHub Actions workflows with VS Code and CopilotRun your workflows on GitHub-provided VMs (Linux, Windows, and macOS) or host your own runners in your infrastructureUnderstand how to secure your workflows with GitHub ActionsBoost your productivity by automating workflows using GitHub's powerful tools, such as the CLI, APIs, SDKs, and access tokensDeploy to any cloud and platform in a secure and reliable way with staged or ring-based deploymentsWho this book is for
This book is for anyone looking for a practical approach to learning GitHub Actions, regardless of their experience level. Whether you're a software developer, a DevOps engineer, anyone who has already experimented with Actions, or someone completely new to CI/CD tools like Jenkins or Azure Pipelines, you'll find expert insights in this book. Basic knowledge of using Git and command lines is a must.Table of ContentsGitHub Actions WorkflowsAuthoring and Debugging WorkflowsBuilding GitHub ActionsThe Workflow RuntimeAutomate Tasks in GitHub with GitHub ActionsBuilding and Validating Your CodeRelease Your Software with GitHub Actions

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[booksz]

Glamour in Six Dimensions Modernism and the Radiance of Form

Glamour in Six Dimensions: Modernism and the Radiance of Form by Judith Brown
English | April 9, 2009 | ISBN: 0801447798 | True PDF | 216 pages | 127 MB
Glamour is an alluring but elusive concept. We most readily associate it with fashion, industrial design, and Hollywood of the Golden Age, and yet it also shaped the language and interests of high modernism. In Glamour in Six Dimensions, Judith Brown looks at the historical and aesthetic roots of glamour in the early decades of the twentieth century, arguing that glamour is the defining aesthetic of modernism. In the clean lines of modernism she finds the ideal conditions for glamour-blankness, polish, impenetrability, and the suspicion of emptiness behind it all.

Brown focuses on several cultural products that she argues helped to shape glamour's meanings: the most significant perfume of the twentieth century, Chanel No. 5; the idea of the Jazz Age and its ubiquitous cigarette; the celebrity photograph; the staging of primitivism; and the invention of a shimmering plastic called cellophane. Alongside these artifacts, she takes up the development, refinement, and analysis of glamour in Anglo-American poetry, film, fiction, and drama of the period. Glamour in Six Dimensions thus asks its reader to see the proximity between the vernacular and elite cultures of modernism, and particularly how glamour was animated by artists working at the crossroads of the mundane and the extraordinary: Wallace Stevens, F. Scott Fitzgerald, Virginia Woolf, Josephine Baker, D. H. Lawrence, Gertrude Stein, Nella Larsen, and others.

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Global Perspectives on Sustainable Fashion

Alison Gwilt, "Global Perspectives on Sustainable Fashion"
English | ISBN: 1350058149 | 2019 | 312 pages | EPUB, PDF | 14 MB + 14 MB
Global Perspectives on Sustainable Fashion showcases the global fashion industry's efforts to reduce the negative impacts associated with fashion production and consumption.

Illustrated throughout with infographics, photographs and diagrams of creative works, eighteen essays focus on six regions, examining sustainable fashion in the context of local, cultural and environmental concerns. Also included are 18 regional 'Spotlight' sections highlighting the differences and similarities across regions by concentrating on examples of best practice, design innovation and impact on the community.

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Globally-Minded Marketing A Cultural Approach to Building Iconic Brands

Globally-Minded Marketing: A Cultural Approach to Building Iconic Brands by Carlos J. Torelli, Maria A. Rodas
English | January 28, 2024 | ISBN: 3031508114 | 220 pages | MOBI | 4.06 Mb
This textbook shows students how to conduct strategic marketing with a global mindset, rather than just with an international focus. It illustrates how companies can take advantage of the opportunities and address the challenges associated with the increasing globalization of markets.

Readers will learn about how culture shapes consumer needs and preferences, the impact of foreign political and economic factors on companies, the influence of international competition, and how to segment markets based on cultural factors.
Drawing from novel theoretical insights in social psychology, cultural psychology, marketing, and management, the book provides a broad theoretical foundation for understanding the impact of culture on both global and ethnic branding decisions, and particularly so for devising branding strategies aimed at creating iconic brands that can resonate with today's consumers, who tend to be more multicultural.

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