This study presents the popularization phenomena of casual games in Korean society by analyzing them in terms of 'nostalgia' and 'communication'. Casual games refer games that can be played in steps with least amount of knowledge such as 'Ani-Pang', 'Everyone's Marble' , 'Dragon's Flight' and etc. The games are published through SNS(Social Network Service), and they are also popular to 40 middle-aged class in Korea nowadays. However, these popular games are retro games that utilized original games' elements and characteristics such as 'Bejeweled' and 'Xevious' which was popular in the 80-90s. The reason why common players in 40s play retro games in SNS is to possess happiness formed with nostalgia imagery by public. In addition, the retro games allow people's communication by incorporated into social network as a member through game playing. As a result, popularization of casual games through SNS focused on common players in 40s is related to nostalgia. And the characteristics of nostalgia can be seen not only as a pleasure realization of desire but also as a tendency that shows desire of community recovery and acquisition of identity within the community.

This paper aims to introduce an overall game application as an effective tool for various corporation-related purposes. This work lies in the communication and sharing frameworks: Serious games, Advergames, Gamifications. We first discussed on the serious games, advergames, and gamification for both employee and customer based on previous literature review. Second, we synthesized the key features of game applications benefits that make them promising to be used for corporation purposes. All three of them, it will be efficient not only corporation (employee training & education, advertising & marketing) but also customer (information delivery capability, communication & feedback control etc). Moreover, various game-related factors are more effective means rather than antecedents of other media such as Internet and TV. Overall, game applications play a significant role in influencing the intention to corporation’s goals. Finally, implications of applications benefits for corporation purposes and future direction for research in this area are discussed.

Consumers today are not passive recipients of a constructed brand identity that is communicated towards them. Instead research suggests that the consumer is in fact an active part in constructing brand meaning. Salzer-Mörling and Strannegård (2004) held that brand managers are confronted with the fact that they are not the owners of the brand who can actively manipulate brand images in the minds of passive consumers. The importance of consumption activities and how these play a part in the development of meaning has been demonstrated by authors such as Wallendorf and Arnould (1991), who interpreted the consumption rituals of Thanksgiving and explored the linkages and cleavages between consumer ideology and consumer practice. Arnould and Price (1993) investigated the relationship between client expectations and satisfaction and concluded that the narrative of the rafting experience (multiday river rafting trips in the Colorado River basin was the empirical context for their article) rather than relationships between expectations and outcomes was central to its evaluation. Belk and Costa (1998) showed the creation of fantasy consumption enclaves through processes of inventing and mythologizing tradition, and Peñaloza (2001) investigated consumers‘ cultural production processes at different levels and concluded that consumers negotiate meanings and that business activities and specific references are significant for consumers in providing authenticity. In later research it is argued that brands belong to and are created within groups, communities or tribes (e.g. Brown, Kozinets and Sherry Jr., 2003), or that consumers are actively creating brandscapes (Thompson and Arsel, 2004) neo-tribes (Cova and Cova, 2002), the concept of brand communities (Muniz and O‘Guinn, 2001; McAlexander, Schouten and Koenig, 2002; Muniz and Schau, 2005; Algesheimer, Dholakia and Herrmann, 2005), subcultures of consumption (Schouten and McAlexander, 1995), and brand cultures (Schroeder and Salzer-Mörling, 2006). Muniz and O‘Guinn (2001) emphasized the triangular relationship between consumers and the brand and consumer relationships. McAlexander, Schouten and Koenig (2002) broadened this perspective by studying customers´ relationships with a branded product and related marketing agents, institutions as well as other customers. In their view, consumers socialize around brands, which are defined as brand objects, but they still consider brand meaning as being developed first by marketers. Related to the brand community is the concept of ‘neo-tribes‘, examined by Cova and Cova (2002), who hold that a tribe is not necessarily a brand community, since brand communities are explicitly commercial, whereas tribes are not. However, when a tribe is organized around a same passion of a cult-object it exhibits many similarities with a brand community (p. 603). Alongside the concept of brand community research has viewed the consumer-producer dichotomy in new ways of co-production: the customer as co-producer (Wikström, 1996; Vargo and Lusch, 2004), the reversal of consumption and production (Firath and Venkatesh, 1993), the consumer role in production and consumption (Firath and Venkatesh, 1995), consumers as customizers and producers (Firath, Dholakia and Venkatesh, 1995), customers as active co-creators of experience (Prahalad and Ramaswamy, 2000), the concept of customerization (Wind and Rangaswamy, 2000). Bendapudi and Leone (2003) viewed customer co-production in the construction of goods and ser-vices and claimed that consumer co-production extends to meanings as well and that consumers are not ―just passive receptacles of brand identity projected by marketers; they are active co-producers of brand meanings (p.26). They called for more attention to the implications of consumer co-produced marketing images given the empowerment of consumers through the Internet. Kozinets et al. further (2004) introduced the notion of ―interagency where consumer and producer interests are embedded in one another. Quinton and Harridge-March (2010) investigated relationships in online communities and the potential influence of consumer generated communication in online discussion fora on wine. This paper views consumer generated communication on luxury brands online and its impact on luxury brand image. With the growth of the Internet and brands’ use of it so has consumer initiated sites grown. Consumer communities and brand communities are today an active participant in the creation of brand value and brand meaning. However there is still a gap in the empirical research on consumer-generated communication and how this type of communication impacts brand image. A conceptual framework for consumer community communication is presented and three empirical examples of consumer-generated communication and its impact on brand image are presented. The approach is a qualitative online study. Consumer community sites show clear examples of information, distribution and conversation aspects. This study shows that information seeking is the most prevalent in the impact on brand image. The strength of this research lies in its qualitative nature with consumer interviews and online observations of consumer-generated brand communication. Given the exploratory nature of this research the online material had to be systematized during the course of the work and could not be chosen based on a set of criteria or evaluation methods already established.

Launched in 2008 and 2010 respectively, Instagram and Pinterest are two of the fasted growing social media platforms with 220 million users combined (Leverage 2014, Techcrunch 2014, Loren & Swiderski 2012). Their success is due to their simplicity and a focus on visuals rather than text, furthermore they are described as platforms with strategic potential for fashion brands (Wired 2012). Despite this, many fashion brands have been slow to engage with them. However the Huffington Post (2012) suggests that the visual social media has a wide appeal with respect to both brand positioning and increasing awareness. Recent research by Mashable (2014) highlights that referral traffic and spend is higher from Pinterest users than Facebook users, and this contributes to the rationale for study. The aim of this reseach is twofold, firstly it is to explore the reasons for the utilisation of visual social media platforms within a fashion brands marketing planning cycle, and second it seeks to identify the strategic and operational ways in which fashion brands can use them. For the purpose of this paper only Instagram and Pinterest are investigated. Using a qualitative and inductive approach, the study will use in-depth elite interviews with 6 UK fashion brands (2 Luxury, 2 mid-market, 2 value) alongside content analysis of their platforms. This will enable the research to also consider how each platform can be harnessed at different levels of the market therefore contributing to the lack of empirical applied research in this area.

Services have continuously been growing and over the last years have become an increasingly important part of the worldwide economy (Kanso and Kitchen, 2004; Margetts, 2012). More importantly, with rapid developments of interactive marketing communications service quality, customer satisfaction and customer loyalty are increasing becoming the determinants of business success factors in the service sector (Parasuraman and Grewal, 2000; Caruana, 2002, Aksoy et al 2012). Particularly, when the production of service delivery is associated with communication, customer relationship and people intensiveness, customer evaluations of the service quality become even more critical when crossing boundaries (Kanso and Kitchen, 2004). In recent years, multi-channel customer contacts such as self-service web chat, phone, and email points of customer interaction modes are in focus (e.g., Cooper et al 2009; Robertson, 2012) to enhance customer service experience and satisfaction. Although marketing academics and practitioners agree that identifying suitable communication channels is vital for company’s long term success, there is an on-going debate in the literature whether this integrated multi-channel communication platform is right for the customers and is effective for service quality, customer service satisfaction and loyalty in this turbulent and ever changing global environment. Realistically, not all customers have the same level of technological skills or prefer using the same communication vehicle. As marketers remain concerned whether to standardise customer communication channels or not, a need arises to understand customer choices of their preferred communication interaction and type of communication contact. Therefore, there is a need to pay a greater attention to the determinants, which might have an impact on the relationship between customers’ communication mode choices and service quality as well as between customer satisfaction and customer loyalty. This paper aims to fill the aforementioned gaps by combining various elements into the theoretical model and providing a more complete picture of the interconnectedness of the elements of multichannel communication contacts from a process and technology perspective. Thus, a theoretical framework for modelling the determinants of customer choice of communication modes should be of interest for international and global services companies.

Despite an extensive liberalization of the Chinese economy, cultural differences between western countries and China still affect international business relations. This qualitative study reveals that German professionals encounter significant cultural resistance in Chinese business environments. The results emphasize relationship orientation is a core element for successful Sino-German communication.

This study addressed service innovation as a process of co-construction and sense-making by companies, customers and other partners. The aim of the study was to investigate the role of communication in fostering service innovation as a process of social construction. Five key communication practices intervening in service innovation were identified.

To clarify the nature of the effect of collaborative communication on marketing performance, this study draws on the opportunism theory in order to develop a conceptual framework for investigating how a marketer’s opportunism moderates the relationship between collaborative communication and marketing performance. Empirical findings indicate that a marketer’s opportunism negatively moderates the relationship between collaborative communication and customer cooperation performance, whereas it positively moderates the relationship between collaborative communication and financial performance.

The author invites attendees of the Special Session on Film Making for Marketing Research and Communication to have a critical look at the short history of film making in the marketing discipline and foresee its future. There are two perspectives for this discussion: one is a broad overview of film making for consumer behavior research, and the second is the personal reflection of the author who first engaged in film making nine years ago. Film making as a research approach in the academic areas of marketing and consumer behavior is just beginning its early “teenage” years. It counts its formal age from the time it obtained legitimacy when the first Film Festival took place at the Association for Consumer Research Conference in Atlanta, USA, in 2002. Since then, the Film Festival has become an integral part of this major conference that draws together a global academic audience of consumer researchers. In fact, film festivals are now included in the European, Asia-Pacific, and Latin American ACR conferences, and as of 2012, there were more than 125 films accepted into the various ACR Film Festivals (Belk and Kozinets 2012). The current number of accepted films probably exceeds 150, which demonstrates growing interest in film making in the academic discipline of marketing. Russell W. Belk and Robert V. Kozinets,“founding fathers” of the ACR Film Festivals have become instrumental in developing guidance and academic criteria for the novel research approach of videography. Films are expected to be topical, theatrical, theoretical, and technical. That means that 1) the topic under visual investigation should relate to consumer research; 2) the film should flow in a dramatic and engaging way; 3) a theoretical perspective and contribution should be evident; and 4) the film should have good production values (Belk and Kozinets 2012). The author, who started making films without prior expertise after attending a workshop, has since produced four videographies of various lengths and levels of mastery. They have been presented at conferences globally, one was published in a special multi-media issue of an academic journal, two have earned academic awards, and all of them have found use in the classroom. Topic-wise, the films related to consumer research by exploring happiness (“Finding Harmony in the Jungle”), the role of narratives on food product packaging (“It All Began with a Kiss, or When Packaging Sells a Country”), the transformational power of street language (“Red Bull on the Roof of the World or From Landscape into Servicescape”), and the Easternization of the West (“Yoga and Fashion”). The videographies were filmed in Belize, Italy, England, Indonesia (Bali) and China (Tibet). The film making process for the author has been rewarding because of the creative potential that comes with videography and the use of visual channels of communication for academic purposes. Challenges include making sure the films have the necessary rigor to qualify as academic work.

This study analyzed the problem of internet game addiction of adolescents, which have recently been considered as serious social problem associated with internet environment, in the developmental perspective and relation with family function by using the "research on the actual condition of children and adolescents online games and family leisure 2009." The object of the study is students and parents from grade 7 to 9 of middle school nationwide. For the data analysis methods, frequency analysis and structural equation analysis were conducted by using SPSS 18.0 and AMOS 16.0. In the result of the study, parents' open type communication had negative effect on game addiction, and parents' problem type communication had positive effect; among the influences of parents' open type and problem type communications on game addictions, it was shown that family function (family cohesion and family adaptation) had negative mediated effect. These findings indicated that when family played its role properly, adolescents were able to escape from the game addiction, and such influence is very powerful. The result offers significant implications in the modern society where communication with parents is insufficient, emphasizing the need to better communication between family members.

The Purpose of this study is to empirically examine the impact of various internal and external innovation activities of SMEs on their innovation performances in the field of electronics and communication industry. Drawing upon the literature review, internal and external innovation activities are defined and conceptualized, and independent, dependent and moderator variables are developed. We have used survey-based data for this study from the survey of technology innovation activities in manufacturing industry, which was conducted by the Science and Technology Policy Institute (STEPI) in 2010. The main result of this study shows that there were no significant differences in the impact of innovation activities on market performance according to the size of SMEs. On the other hands, we found that there were significant differences in the impact of innovation activities on technological innovation performance according to the size of SMEs. Therefore, in order to make high technological innovation performance, companies in the field of electronics and communication industry need to properly implement the internal and external innovation activities by considering their size.

본 논문의 연구주제인 수사학과 커뮤니케이션 관련 연구는 의사소통적 비평에서 몇몇 서구 비평가들에 의해 다루어지고 있기는 하지만, 하나의 연구주제로서 수사학적 커뮤니케이션 연구에 시를 적용하는 예가 많지 않다. 그래서 말이든 글이든 그 문화 콘텐츠를 가지지 않고는 화자의 올바른 의도나 글의 메시지를 포착하기는 쉽지가 않는 것이 사실이다. 이런 점에서 17세기 영국시인인 존 던의 경우 커뮤니케이션 스타일리스트로서 그가 수사학적 장치를 사용하는 목적과 의도에 주목하는 일은 새로운 연구방식의 하나이다. 던의 시는 ｢갇힌 사랑｣이라는 주제를 통해 여성의 문제와 시대의 편견과 사랑의 문제를 오늘날 매우 중요한 글쓰기 매체로 접근하고 있다. 그의 시는 성과 사랑의 본질을 시대적으로 조명하고 있으면서도 동시에 여성과 관련된 도덕의 중요성을, 즉 성스러움에 가까운 자기희생을 처음부터 강조하고 있어 사랑의 종교적 의미가 크다고 하겠다.

Il est devenu presque banal de parler aujourd’hui d’exploiter Internet en classe de français. Mais j’espère tout de même réussir à pointer ici quelques paramètres qui me semblent cruciaux, paramètres que j’illustrerai de plusieurs exemples liés à ma pratique de formation d’enseignants de français ou tirés d’articles d’autres didacticiens. Mon propos sera articulé en trois parties, qui correspondent à trois approches différentes d'Internet – approches nullement exclusives les unes des autres -, la conception de cybertâches, l’introduction des apprenants dans les discours qui se développent sur le réseau, enfin les projets de télécollaboration permettant de mettre en contact des apprenants de pays différents.

This paper investigates different types of functions and characteristics subtitle communications to the audience. This research is based on the analysis of a reality show which aired and drew much attention a few months ago. The title of this TV program was 'Grandpa over Flowers', a reality show featuring four renowned elderly actors traveling around Europe together. First of all, the function of subtitle is to serve as the constructor of Narrativity in reality shows. In this sense, Narrativity is explained in three aspects: the narrative structure of incidents and episodes, the fictive embodiment of figures and the creation of narrator. Second, the function of subtitle promotes laugh and this attribute supports the so-called 'Redekonstellation' of the audience. Although the audience is watching the program alone, subtitles present a pseudo-dialogue situation in which there are other partners participating simultaneously in the dialog. In addition to these functions, subtitle serves a variety of other interesting communication functions, which this paper proposes further research.

정보화 사회의 도래에 따른 정보통신기술의 발전과 활용이 국가 경제구조 및 성장에 급격한 영향을 미치고 있는 추세에 맞춰 본 연구는 자료포락분석과 맘퀴스트지수를 활용하여 국가별 정보통신기술의 활용성과를 상대적 효율성 및 생산성의 관점에서 접근하고자 하였다. 투입요소로 ICT환경과 ICT이용준비도 그리고 산출물로 ICT활용도를 이용하여 총 28개 국가를 대상으로 2008년부터 2011년 동안 정보통신기술 활용성과를 진단한 결과, 자료포락분석에서는 전체적인 ICT 효율성이 감소한 것으로 나타나 외형적 성장에 비해 실질적인 ICT 활용 부문은 부진한 것으로 판단되었고, 맘퀴스트지수 분석결과에서도 전체적인 ICT 생산성은 지난 3개년 구간동안 개선되지 않은 것으로 분석되었다. 이러한 분석결과를 종합적으로 고려해 볼 때, ICT 활용성과를 제고하기 위해서는 지금까지 추진해온 물리적 요소의 양적 투입에 의존하는 외형적 개발정책보다는 투입요소와 산출물을 합목적적으로 연계시키고 ICT 활용 효율성을 증진시킬 수 있는 다각적인 운영 합리화 방안이 필요하다고 본다.

본 연구는 수용자의 광고 회의주의와 제품 관여도 그리고 인구 통계적 요 인들을 통해 커뮤니케이션 효과에 어떤 변화가 있는지를 실험을 통해 밝 혀보는데 그 목적이 있다. 연구결과 , 광고 회의주의와 제품 관여도 그리고 인구통계적 요인은 광고에 대한 태도, 상표에 대한 태도 그리고 구매의도에 3원 상호작용효과가 있는 것으로 밝혀 졌다. 좀 더 세부적으로 살펴보면 , 광고에 대한 태도의 경우에는 광고 회의주의와 제품 관여도 그리고 광고 회의주의와 성별에서 상호작용효과가 나타났다 . 또한 상 표에 대한 태도와 구매의도의 경우에는 동일하게 광고 회의주의와 제품 관여도 , 광 고 회의주위와 구매의도 그리고 제품 관여도와 성별에서 상호작용 효과가 밝혀졌 다. 광고에 대한 태도의 경우에만 제품 관여도와 성별의 상호작용효과가 나타나지 않았다. 결국 연구결과에서 알 수 있듯이 광고회의주의는 본 연구에서 선정한 종속 변인모두에서 유의적인 영향을 미치고 있는 것으로 나타났다 . 이 결과가 시사하는 점은 수용자의 광고 회의주의에 대한 변인은 특정 변인에만 한정하여 영향을 미치 고 있는 것이 아니라 수용자의 다양한 속성과 결합하여 커뮤니케이션 결과를 수용 하거나 거부로 유도하는 주요 원인이 될 수 있기 때문에 광고 전략 수립 시에 고 려해야 하는 중요한 변인이라는 점이다.

본 연구는 온·오프라인 언어순화 프로그램의 실천을 통해 학생들의 올바른 언어사용습관을 길러줌과 동시에 상호 소통하며 서로를 배려하는 어울림 학급 문화를 조성하기 위한 연구이며 구체적인 목적은 다음과 같다. 첫째, 올바른 언어사용습관 형성을 돕는 소통과 배려의 학급 문화를 조성한다. 둘째, 학생들의 언어생활을 지키기 위한 다양한 체험활동을 계획하고 온·오프라인 언어순화 프로그램을 구안·적용하여 학생들의 올바른 언어사용습관을 기른다. 셋째, 온·오프라인 언어순화 프로그램이 소통과 배려의 어울림 학급 문화 만들기에 미치는 효과를 검증한다.본 연구의 실천 효과를 알아보기 위하여 본교 2학년 15반 학생 41명에게 동일한 설문내용인 사전설문(3월)과 사후설문(10월)에 응답한 결과에 대해 빈도분석을 하였다. 설문분석 결과 사전·사후 유의미한 차이가 있었으며, 사후 향상되어 나타났다. 따라서 온·오프라인 언어순화 프로그램이 소통과 배려의 어울림 학급 문화 조성에 긍정적인 영향을 주었음을 알 수 있었다. 학생들을 통해 얻게 된 결론을 정리해서 살펴보면 다음의 내용과 같다. 첫째, 생활 속에 필요한 대화의 기술을 배워 소통 능력이 신장될 수 있었으며, 언어가 곧 자신의 인격이라는 것과 사용하는 언어에는 그만큼의 책임이 뒤따른다는 것을 제대로 인식하게 되었다. 둘째, 통신매체에서 실제로 사용되고 있는 사례들을 토대로, 통신언어가 어떠한 특징을 가지고 있으며, 어떤 형태로 우리말을 훼손하고 있는지를 파악할 수 있었다. 그리고 이로 인해 자신들이 무비판적으로 사용해온 통신언어의 문제점을 바로 알 수 있었다. 셋째, 세계가 인정한 한글의 우수성, 과학성 그리고 독창성을 깨닫고, 그러한 한글을 올바로 사용하고 세계적인 문자로 발전시켜 나가야 함을 인식하게 되었으며 우리 문자에 대한 자긍심을 지니게 되었다. 마지막으로, 온·오프라인 언어순화 프로그램은 학생들의 올바른 언어사용습관을 형성하고 소통하며 배려하는 어울림 학급 문화 만들기에 긍정적인 효과가 있었다.

일반적으로 프로젝트 발주자와 수행자는 프로젝트 수행을 위한 모든 단계에 걸쳐 면밀한 커뮤니케이션을 통해 인식 차이를 좁혀야 하는 관계에 있다. 이는 두 역할자 간에 프로젝트의 수행목표에서부터 세세한 업무 인식에 이르기까지 다양한 대상에 대한 인식 차이가 존재하기 때문이다. 프로젝트 성과는 프로젝트 커뮤니케이션이 얼마나 잘 이루어지느냐에 따라 달라질 수 있다는 연구 결과는 자주 보고된 바 있다. 이에 따라 프로젝트 커뮤니케이션 효과를 높이기 위한 방안의 연구도 다수 이루어져 왔다. 그러나 프로젝트 커뮤니케이션 효과를 결정짓는 근본적인 원인이 되는 프로젝트 발주자와 수행자 간 인식 차이를 체계적으로 평가하는 분석 방법을 도입한 예는 아직 없는 것으로 파악되고 있다. 상호 지향성 모델(co-orientation model)은 많은 연구를 통해 두 집단 간의 상호 인식을 파악하는데 유용한 도구로 사용되어 왔다. 즉, 상호 지향성 정도가 높아짐에 따라 두 집단의 상호 이해와 커뮤니케이 션이 효과적으로 수행된다는 설명이다. 상호 지향성 모델에서는 효과적인 커뮤니케이션을 측정하기 위해 조직 구성원 개인의 인식, 상대방의 인식, 그리고 상대방에 대한 자신의 인식과 자신에 대한 상대방의 인식을 파악하여 이들 간의 일치도를 활용한다. 그러므로 프로젝트 커뮤니케이션의 효과적인 관리 여부를 판단할 수 있는 척도로 상호 지향성 모델의 활용을 검토해 볼 수 있다. 본 논문에서는 문헌 연구를 통하여 프로젝트 커뮤니케이션과 관련된 연구들을 고찰하였다. 이를 바탕으로 프로젝트 커뮤니케이션의 개념과 방법론적 측면에서의 기술적 분석을 통해 전반적인 연구 경향 및 시사점을 파악하였다. 아울러, 프로젝트 커뮤니케이션의 성취도를 평가하기 위해 프로젝트 발주자와 수행자의 인식 차이에서 발생하는 커뮤니케이션 오류의 극복 수준 측정에 초점을 맞추었다. 또한 이에 대해 상호 지향성 모델을 적용할 수 있는지를 평가하고자 국내에서 이루어진 상호 지향성 연구들의 분석 유형 및 인식 주체의 경향을 파악하였다. 그 결과, 발주자와 수행자라는 이원적 구성의 프로젝트 조직 내에서 발생하는 커뮤니케이션 문제에 대하여 인식차이를 분석하기 위해 상호 지향성 모델을 적용하는 것이 적절한 것으로 판단되며 이를 위한 연구 모델을 수립하였다.

In a mobile-rack which is applied to shelving or storage units fitted with wheeled traction, 2 step gear ratio and document management system by using RFID based on power line communication are proposed. Each part of the mobile-rack is modeled and then analyzed by finite-element method. Considering the maximum stress and the weight, wheel housing is redesigned. 15.56㎒ RFID module and management program are developed and tested.

When communicative language teaching (CLT) was first developed in the 1970s, it was widely seen as the definitive response to the shortcomings of previous approaches and the communication needs of a globalized world. As such, it was exported enthusiastically over the world as a ready-to-use package of ideas and techniques. From the outset, however, there was no clear consensus about its nature,and teachers experienced difficulty in defining and implementing it. There is now a widespread view that teachers need to adapt CLT to suit specific contexts. CLT cannot now be defined in terms of precise characteristics but serves rather as an umbrella term for approaches that aim to develop communicative competence through personally meaningful learning experiences. In this spirit, we should aim to develop principles which help each teacher to develop a form of communication-oriented language teaching (COLT) suited to his or her own specific context.