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Social network analysis is an increasingly common tool for historians seeking to understand the interrelations between individuals. A significant concern, however, is how we might measure changes within networks over time and between periods. Historians have favored examining the network as it stands at particular points in time. However, this approach fails to capture the instability within networks and does not incorporate the perceptions of contemporaries. One solution is to integrate network data into a time series that is built around conceptualizations of the "network memory." In a case study on John Pinney's late eighteenth-century Nevis–Bristol network, I use a two-year moving total to model the lingering nature of ephemeral interactions on the memories of those involved in the plantation trade. Using this historical social network analysis as the basis for an iterative approach to the primary material, I explore what being a part of this network meant for the enslaved people on Pinney's plantation and for the women in his family. This article demonstrates the value of the approach and highlights the ways in which historians can use it to contribute to the historiography of early modern business networks.

Cover -- EDITORIAL ADVISORY BOARD -- Guest editorial -- A contextual framework for primary education: fostering information literacy in Pakistan -- Building information research skills in the Pacific region -- An information literacy teaching model for Vietnam's schools -- Multi-lingual and multi-cultural information literacy: perspectives, models and good practice -- Information literacy assessment of incoming students in an information studies graduate program -- Global information literacy: a content analysis of three journals.

A crowd-mind emerges when formation of a crowd causes fusion of individual minds into one collective mind. Members of the crowd lose their individuality. The deindividuation leads to derationalization: emotional, impulsive and irrational behavior, self-catalytic activities, memory impairment, perceptual distortion, hyper-responsiveness, and distortion of traditional forms and structures

This paper presents requirements for an enhanced version of the UML Profile for MARTE, the current standard of the OMG for the modelling and analysis of real-time embedded systems. Since its adoption by the OMG in 2009 and after the various additions along recent years, MARTE has been essayed in a number of application domains and validation approaches. This paper makes a review of these various efforts describing extensions, additional functionality, and modeling needs that may serve as inputs for the preparation of a formal request for proposals (RFP) at the OMG. Aspects that have been found useful to have in it include modern platforms like Multi-core, Many-core and GPUs, networking for broader domains like the Internet of Things, federation of all modelling artifacts involved in the development process, including tracing mechanisms embedded in the language to link design and run-time artifacts, and more elaborated kinds of quantitative analyses and extra functional properties, like energy and memory consumption, heat dissipation, and temperature distribution. Also methodological aspects like its specification as a profile and/or as a meta-model will need to be discussed. Finally, the standard needs to be reviewed against the new executable UML related specifications; particularly to be in alignment with those semantics of state machines and composite structures. ; This work receives funding from the Spanish Government under grant number TIN2014-56158-C4-2-P (M2C2), and from the Electronic Component Systems for European Leadership Joint Undertaking under grant agreement No 737494 (MegaM@RT2). This Joint Undertaking receives support from the European Union's Horizon 2020 research and innovation programme and Sweden, France, Spain, Italy, Finland, Czech Republic. We thank the anonymous reviewers for their insights and proposals of improvements

En este artículo se analiza el proceso de construcción social de las memorias y su papel en la conformación de las identidades colectivas durante el periodo de la transición española a la democracia. En este sentido, se identifican los condicionantes de memoria que hicieron posible la hegemonía de la estrategia reformista en el cambio de régimen, especialmente el recuerdo traumático de la guerra civil y el olvido del franquismo. Se constata cómo tras la muerte de Franco la memoria histórica de las generaciones vivas condicionó el proceso de toma de decisiones en el sentido de potenciar la alternativa reformista, avalada por el viraje de los distintos actores colectivos hacia la idea de una inevitable 'reconciliación nacional'. Recíprocamente, se reflexiona sobre el modo en que la percepción de esta experiencia histórica ha contribuido a remodelar las memorias colectivas y a consolidar las identidades hegemónicas en la España actual. Destacan aquí las políticas de la memoria tendentes a convertir a la transición en el mito fundacional de una nueva España, democrática y europeísta, y el aporte de la transición, como experiencia histórica, a la formación del paradigma global. Por último, se analizan los factores de quiebra que en la actualidad amenazan a este modelo y la funcionalidad que en este contexto cabe atribuir a la recuperación de la memoria histórica. ; This article examines the process whereby memory is socially constructed, as well as its role in shaping collective identities during the Spanish democratic transition. Accordingly, an attempt is made to pinpoint the factors determining memory which brought about the hegemony of the reforming strategy during the transition, especially the traumatic memory of the Civil War and the erasure from memory of the Franco regime. It is shown how after Franco's death, the historical memory of the surviving generations influenced the decision-making process by promoting the reforming option, a development supported by the volte-face of various key groups towards the idea that a «national reconciliation» was inevitable. In a reciprocal fashion, the author discusses the way in which the perception of this historical experience has helped to reshape collective memory and reinforce hegemonic identities in present-day Spain. Here, memory policies aimed at turning the transition into the founding myth of a new, democratic, pro-European Spain are highlighted, as is the contribution made by the transition - as an historical experience - towards the creation of a global paradigm. Lastly, the article considers the factors that currently threaten this model, as well as the ways in which the recovery of historical memory may operate in this context.

Shape memory alloys (SMA) undergo a solid-solid phase transformation called martensitic transformation, involving a "high temperature" phase, austenite, and a "low temperature" phase, martensite. The crystalline microstructure of the alloy alters mechanisms of transformations, and its pseudo-elastic behavior. The reduction of the grains to nanometric size shows new and unknown thermal and mechanical characteristics. Knowledge of thermomechanical behavior is however essential for the validation of multiaxial models to democratize the use of these materials. This work presents the development of innovative biaxial dynamic tests for the study of the pseudo-elastic mechanical behavior of a nickel titanium under biaxial dynamic compression. A single projectile, launched on a complex system of 45 ^ { circ} triangles, bars and transmitters, creates a biaxial solicitation of the sample. This mechanism ensures that the loads are synchronized along the two axes. Thanks to its architecture, the system makes possible many cases of multiaxial dynamic stress, unexplored until now. The forces and displacements across the sample are calculated independently, along both axes, from strain gauges glued on bars. The use of a thermal and optical camera allows strain and heating sources fields to be identified. The stress field is estimated by combining the information from the strain gauges placed on the bars and a finite element analysis of the specimen. The deformation appears homogeneous in the biaxial loading region of interest where a significant rise in temperature due to the phase change latent heat is observed. On the other hand the dynamic testing allows an equivalent dynamic stress/strain curve under biaxial and quasi-adiabatic conditions to be plotted. Experiments are finally compared to the results of finite difference axisymmetric model where the constitutive law is given by a fully coupled stochastic multiscale model. ; La microstructure cristalline de l'alliage joue un rôle vis-à-vis des mécanismes de transformations, et de son comportement pseudo-élastique. La réduction des grains vers une taille nanométrique offre notamment des caractéristiques thermiques et mécaniques bien différentes et peu connues. La démocratisation de l'utilisation de ces matériaux passe par la validation de modèles complets et donc par la connaissance du comportement thermomécanique multiaxial dynamique. Ce travail propose la mise en place d'essais dynamiques biaxiaux innovants pour l'étude du comportement mécanique pseudo-élastique d'un nickel titane sous compression dynamique biaxiale. Un seul et unique projectile, lancé sur un système complexe de triangles à 45^{circ}, barres et renvois d'angles, permet de solliciter l'échantillon de manière biaxiale. Le mécanisme permet notamment d'assurer la synchronisation des chargements selon les deux axes. Grâce à son architecture, le banc d'essais rend possibles des cas de sollicitations dynamiques multiaxiales inexplorés jusqu'à présent. Le grand nombre de points de mesure par jauges de déformations collées sur les barres permet de calculer les efforts et déplacements aux limites de l'échantillon et ce indépendamment suivant les deux axes de sollicitation. L'utilisation d'une caméra thermique et d'une caméra optique permet d'identifier les champs de déformations et de sources de chaleur. Le champ de contrainte est estimé en combinant les informations des jauges de déformations et une analyse par éléments finis de l'échantillon. La déformation apparaît homogène dans la région de chargement biaxiale, où une augmentation significative de la température due à la chaleur latente de changement de phase est observée. Les essais dynamiques permettent d'autre part d'établir une courbe contrainte / déformation dynamique équivalente dans des conditions biaxiales et quasi-adiabatiques. Les expériences sont finalement comparées aux résultats du modèle axisymétrique en différences finies où la loi de comportement est donnée par un modèle multi-échelle stochastique entièrement couplé.

Shape memory alloys (SMA) undergo a solid-solid phase transformation called martensitic transformation, involving a "high temperature" phase, austenite, and a "low temperature" phase, martensite. The crystalline microstructure of the alloy alters mechanisms of transformations, and its pseudo-elastic behavior. The reduction of the grains to nanometric size shows new and unknown thermal and mechanical characteristics. Knowledge of thermomechanical behavior is however essential for the validation of multiaxial models to democratize the use of these materials. This work presents the development of innovative biaxial dynamic tests for the study of the pseudo-elastic mechanical behavior of a nickel titanium under biaxial dynamic compression. A single projectile, launched on a complex system of 45 ^ { circ} triangles, bars and transmitters, creates a biaxial solicitation of the sample. This mechanism ensures that the loads are synchronized along the two axes. Thanks to its architecture, the system makes possible many cases of multiaxial dynamic stress, unexplored until now. The forces and displacements across the sample are calculated independently, along both axes, from strain gauges glued on bars. The use of a thermal and optical camera allows strain and heating sources fields to be identified. The stress field is estimated by combining the information from the strain gauges placed on the bars and a finite element analysis of the specimen. The deformation appears homogeneous in the biaxial loading region of interest where a significant rise in temperature due to the phase change latent heat is observed. On the other hand the dynamic testing allows an equivalent dynamic stress/strain curve under biaxial and quasi-adiabatic conditions to be plotted. Experiments are finally compared to the results of finite difference axisymmetric model where the constitutive law is given by a fully coupled stochastic multiscale model. ; La microstructure cristalline de l'alliage joue un rôle vis-à-vis des mécanismes de transformations, et de son comportement pseudo-élastique. La réduction des grains vers une taille nanométrique offre notamment des caractéristiques thermiques et mécaniques bien différentes et peu connues. La démocratisation de l'utilisation de ces matériaux passe par la validation de modèles complets et donc par la connaissance du comportement thermomécanique multiaxial dynamique. Ce travail propose la mise en place d'essais dynamiques biaxiaux innovants pour l'étude du comportement mécanique pseudo-élastique d'un nickel titane sous compression dynamique biaxiale. Un seul et unique projectile, lancé sur un système complexe de triangles à 45^{circ}, barres et renvois d'angles, permet de solliciter l'échantillon de manière biaxiale. Le mécanisme permet notamment d'assurer la synchronisation des chargements selon les deux axes. Grâce à son architecture, le banc d'essais rend possibles des cas de sollicitations dynamiques multiaxiales inexplorés jusqu'à présent. Le grand nombre de points de mesure par jauges de déformations collées sur les barres permet de calculer les efforts et déplacements aux limites de l'échantillon et ce indépendamment suivant les deux axes de sollicitation. L'utilisation d'une caméra thermique et d'une caméra optique permet d'identifier les champs de déformations et de sources de chaleur. Le champ de contrainte est estimé en combinant les informations des jauges de déformations et une analyse par éléments finis de l'échantillon. La déformation apparaît homogène dans la région de chargement biaxiale, où une augmentation significative de la température due à la chaleur latente de changement de phase est observée. Les essais dynamiques permettent d'autre part d'établir une courbe contrainte / déformation dynamique équivalente dans des conditions biaxiales et quasi-adiabatiques. Les expériences sont finalement comparées aux résultats du modèle axisymétrique en différences finies où la loi de comportement est donnée par un modèle multi-échelle stochastique entièrement couplé.

The long-standing political conflict in the Kashmir Valley has resulted in identity based polarization and subsequent displacement of communities. Reconciliation between Hindus (also known as Pandits) and Muslims is viewed as an important step in any sustainable effort towards conflict resolution and peacebuilding in the Valley. This paper begins by examining the much debated territorial and cultural concept of 'Kashmiriyat' and instead proposes an alternative lens that emphasizes on shared history as opposed to common identity. We approach reconciliation through a socio-psychological lens by examining the role of a shared cultural past and historical coexistence- or simply put as shared history, as a positive resource that can be appraised by facilitating intergroup contact through certain channels. The possible impediments are discussed and future directions have been outlined. The conclusion emphasizes on the need to focus on intra-communal reconciliation in populations suffering from ongoing intractable conflict, and the necessary need for future research to focus on elements like shared history and collective memory that can be essential in post conflict recovery.

Changes in endogenous cannabinoid homeostasis are associated with both ethanol-related neuroinflammation and memory decline. Extensive research is still required to unveil the role of endocannabinoid signaling activation on hippocampal microglial cells after ethanol exposure. Either microglial morphology, phenotype and recruitment may become notably altered after chronic alcohol-related neurodegeneration. Here, we evaluated the pharmacological effects of fatty-acid amide-hydrolase (FAAH) inhibitor URB597 (0.3 mg/kg), oleoylethanolamide (OEA, 10 mg/kg), arachidonoylethanolamide (AEA, 10 mg/kg), the CB1 receptor agonist ACEA (3 mg/kg) and the CB2 receptor agonist JWH133 (0.2 mg/kg) administered for 5 days in a rat model of subchronic (2 weeks) ethanol diet (11% v/v) exposure. URB597 turned to be the most effective treatment. URB597 increased microglial (IBA-1+) cell population, and changed morphometric features (cell area and perimeter, roughness, fractal dimension, lacunarity) associated with activated microglia in the hippocampus of ethanol-exposed rats. Regarding innate immune activity, URB597 specifically increased mRNA levels of toll-like receptor 4 (TLR4), glial fibrillary acidic protein (Gfap) and the chemokine stromal cell-derived factor 1 (SDF-1α/CXCL12), and elevated the cell population expressing the chemokine receptors CX3CR1, CCR2 and CCR4 in the ethanol-exposed rat hippocampus. Contrary to ethanol effect, URB597 reduced mRNA levels of Iba-1, Tnfα, IL-6 and the monocyte chemoattractant protein-1 (MCP-1/CCL2), as well as cell population expressing iNOS. URB597 effects on hippocampal immune system were accompanied by changes in short and long-term visual recognition memory. These results suggest that FAAH inhibition may modulates hippocampal microglial recruitment and activation that can be associated with improved hippocampal-dependent memory despite ethanol exposure. ; The authors thank to Evelin Vadas and Juan Antonio Fontalva Cruces for their technician support and assistance. RETICS Red de Trastornos Adictivos, Instituto de Salud Carlos III (ISCIII), Ministerio de Economía y Competitividad (MINECO) and European Regional Development Funds-European Union (ERDF-EU) (RD16/0017/0001); ISCIII, MINECO, ERDF-EU (JS: PI16/01374; FRF: PI16/01698; JMG: SAF2017-83645R; FJP: PI16/01953; AS: PI17/02026); Ministerio de Sanidad, Servicios Sociales e Igualdad and Plan Nacional sobre Drogas (JS: PNSD2015/047; AS: PND2017/043); Consejería de Economía, Innovación y Ciencia, Junta de Andalucía, ERDF-EU (FRF: CTS-8221); Consejería de Salud, Junta de Andalucía, ERDF-EU (FRF: SAS111224). FJP (CP14/00212) and AS (CP14/00173) are recipients of a research contract from "Miguel Servet" Program of ISCIII, ERDF-EU. JS holds a "Miguel Servet II" research contract from the National System of Health, ISCIII, ERDF-EU, FIMABIS (CPII17/00024). PR holds a "Sara Borrel" research contract from ISCIII, ERDF-EU (CD16/00067)

The dichotomy of memory in post-communist BulgariaThe democratic breakthrough of 1989 in Bulgaria has resulted in a clearly problem-oriented approach of society towards memory and the past. The process of developing an efficient model of reckoning with the traumatic heritage of communism divides the national community into dichotomous memory groups with their own understanding, assessment and modes of using the past. Developing a memory policy without a clear institutional support (Georgi Lozanov) oscillates between the attitudes of retribution and reconciliation (Ana Luleva, Svetla Kazalarska). Bulgarian society is characterised by a lack of remembrance of the past and its excess at the same time (Ivaĭlo Znepolski). The recent national past remains unprocessed, which results in the emancipation of private memory, characterised by the ability to overcome the impasse thanks to reliance on shared, non-conflicting, fragmentary memories of ordinary reality (Az zhiviakh sotsializma, I lived socialism, Georgi Gospodinov, et al.). As it is today, Bulgarian culture of memory is characterised by diverse collective memories, the multiplication of conflicts over the interpretation of the past and the fragmentation of memory, which leads to growing antagonisms and social crises. Dychotomia pamięci w postkomunistycznej BułgariiPrzełom demokratyczny z 1989 roku w Bułgarii spowodował wyraźne sproblematyzowanie stosunku społeczeństwa do pamięci i przeszłości. Wypracowanie modelu rozliczenia z traumatycznym dziedzictwem komunizmu dzieli wspólnotę narodową na dychotomiczne grupy pamięci, posiadające własne rozumienie, ocenę i sposób wykorzystywania przeszłości. Tworzone polityki pamięci, nieposiadające wyraźnego umocowania instytucjonalnego (Georgi Łozanow), oscylują między postawami retrybucji oraz rekoncyliacji (Ana Łulewa, Swetła Kazałarska). Społeczeństwo bułgarskie charakteryzuje się jednoczesnym niedostatkiem i nadmiarem pamięci o przeszłości (Iwajło Znepołski). Nieprzepracowana niedawna przeszłość narodowa powoduje emancypację pamięci prywatnej, którą cechuje zdolność przełamania impasu, dzięki oparciu na wspólnych niekonfliktogennych fragmentarycznych wspomnieniach potocznej rzeczywistości (Аз живях социализма, Georgi Gospodinow i inni). W bułgarskiej kulturze pamięci dochodzi do różnicowania się pamięci zbiorowej, mnożenia konfliktów o interpretację minionego okresu oraz fragmentacji pamięci, co doprowadza do pogłębiających się antagonizmów i kryzysów społecznych.

El propósito de este artículo es argumentar acerca de la importancia de construir una memoria de la crueldad en Colombia que aporte en la consolidación de una historia alternativa, con el fin de que las nuevas generaciones comprendan la dimensión de lo que nos ha venido pasando y puedan construir, desde el mundo de la vida, una nueva cultura política para una democracia real y unas nuevas ciudadanías. Para este fin, se hace un recorrido histórico sobre tres momentos de las masacres en Colombia: el hito paradigmático de la Masacre de las Bananeras, la Violencia partidista de los años cincuenta y sesenta, y la violencia del proyecto paramilitar de los años ochenta y noventa durante el siglo XX. Luego se hacen evidentes los vínculos que pueden establecerse entre la memoria, la identidad y la cultura política, con la necesidad de acentuar y fortalecer la existencia de distintas culturas políticas que entrañan modelos alternativos, no hegemónicos, de ser ciudadano y de pensarse como colombiano. Finalmente se proponen relatos de víctimas que permiten una función develatoria del lenguaje, que vaya más allá de lo que los conceptos puedan expresar y crea la posibilidad de representar la experiencia traumática, en la consolidación de un juicio reflexivo para la deliberación pública. ; The intention of this article is to argue about the importance of constructing a memory of the cruelty in Colombia that reaches in the consolidation of an alternative history in order that the new generations understand the dimension from which it has come to us happening and can construct, from the world of the life, a new political culture for a real democracy and new citizenships. Taking account this goal, it occurs an historical route on three moments of the massacres in Colombia: the paradigmatic experience of the Massacre of the Bananeras, the partisan Violence of 60 years 50 and and the violence of the paramilitary project of the Eighties and ninety, during the 20th century. Then there become evident the links that can be established between the memory, the identity and the political culture by the need to accentuate and strengthen the existence of different political cultures that there contain alternative, not hegemonic models, of being a citizen and of be thinking as Colombian. Finally it proposes victims stories that allow a uncover function of the language that goes beyond what the concepts could express and to believe the possibility of representing the traumatic experience, in the consolidation of a reflective judgment for the public deliberation.

Spain is a negotiated transition model, where peaceful change was prioritised over transitional justice. But in 2000, memory policies were on the political agenda. This leads to the endorsement of the conflict building past. Why and how was this process done? This article suggests that it relates to the electoral interests, ideologies and the search for impunity of parties. On the one hand, these variables explain the different strategies, codes and arguments that incentivised putting the topic on the agenda. On the other hand, they are also related to the inability of reframing to create a new consensus on the origin of the regime. The transitional frame remains the meeting point in the past of the parties, given the characteristics of the electorate, the ideologies of the parties and the assumption of amnesty as a key to the origin of the regime. Meanwhile, the strength of the memory frame lies in its ability to place itself on the agenda and to generate cyclical conflicts. ; Peer reviewed ; Spain is a negotiated transition model, where peaceful change was prioritised over transitional justice. But in 2000, memory policies were on the political agenda. This leads to the endorsement of the conflict building past. Why and how was this process done? This article suggests that it relates to the electoral interests, ideologies and the search for impunity of parties. On the one hand, these variables explain the different strategies, codes and arguments that incentivised putting the topic on the agenda. On the other hand, they are also related to the inability of reframing to create a new consensus on the origin of the regime. The transitional frame remains the meeting point in the past of the parties, given the characteristics of the electorate, the ideologies of the parties and the assumption of amnesty as a key to the origin of the regime. Meanwhile, the strength of the memory frame lies in its ability to place itself on the agenda and to generate cyclical conflicts. ; España es un modelo de transición negociada, ...

I — Generalized Phase Changes -- Internal constraints and constitutive laws, by M. Frémond -- Liquid-vapour phase change in porous media, by P. Nicolas -- The Cahn-Hilliard model for the kinetics of phase separation, by C.Elliott -- An evolution problem related to shape memory alloys, by P. Colli -- Automatic control of one-dimensional thermomechanical phase transitions, by J. Sprekels -- Irreversible phase changes, by D. Blanchard -- Phase change without sharp interfaces, by A. Fasano and M. Primicerio -- II — Stefan Problems -- The Stefan problem revisited, by J.F. Rodrigues -- Stefan problem with surface tension, by A. Visintin -- On the singularities of one-dimensional Stefan problems with supercooling, by A. Fasano, M. Primicerio, S.D. Howison and J.R. Ockendon -- Kinetic undercooling regularization of supercooled Stefan problems, by S. Howison and Xie W. -- Two-phase Stefan problems with feedback controls, by K.-H. Hoffmann and N. Kenmochi -- Local mesh refinements for two-phase Stefan problems in two space variables, by R.H. Nochetto, M. Paolini and C. Verdi -- Linearization of parabolic free boundary problems, by R.H. Nochetto -- III – Miscellaneous Problems -- Externally induced dissipative collision, by M.M Marques -- Optimal control of systems governed by hemivariational inequalities, by P.D. Panagiotopoulos and J. Haslinger -- A mathematical formulation for a generalized Hertz impact problem, by J.A.C Martins and L. Trabucho -- Free boundary value problems arising in composite masonry structures, by C.C. Baniotopoulos -- On uniqueness for evolution problems with hysteresis, by M. Hilpert -- A diffusion problem with gradient constaint, by L. Santos -- AUTHOR INDEX.

This study aims to enhance business sustainability in the context of Higher Education Institutions (HEIs) by utilizing AI and forecasting techniques. It explores the development and comparison of prediction models, including the use of dashboard development, to support decision-making processes within HEIs. The study covers various aspects, including the background of forecasting and prediction models, the use of specific models such as the Prophet Model, Long Short-Term Memory (LSTM) Model, and Polynomial Regression Model, as well as the importance of dashboards for HEIs. The methodology section outlines the data collection and preparation process, model selection, approach, diagrams, functional and non-functional requirements, justification of tools, and libraries and models used. The implementation section delves into the system design and development of the dashboard, including the login page, homepage, forecast page, and insert data page. As for the findings, the LSTM Model has proven to be the most accurate and suitable model to be implemented for forecasting student enrolment data in this study. The dashboard's future enhancements involve adding more faculties, predictive features for resource allocation, refining the visual identity, improving user registration on the login page, and exploring better models for student enrolment predictions. Overall, the study provides valuable insights into the application of AI and forecasting techniques in HEIs, aiming to enhance business sustainability and decision-making processes. It contributes to the growing body of knowledge on the use of technology-enabled AI in higher education institutions, with a focus on forecasting student enrolment data and developing prediction models.

Thesis ( Ph.D. (Communication Arts and Innovation))--National Institute of Development Administration, 2019 ; This research aims to study the influence, strategies and marketing communication management of the alcoholic beverage manufacturers. The campaign communication in reducing, avoiding and quitting alcohol consumption of the Thai Health Promotion Foundation (Thai Health)and influential people that affect consumption behavior based mainly on the Information Processing Theory. In order to stop the alcohol consumption to have a great impact on the overall society, all the relevant factors must be integrated with the policy planning related to the government and private sectors marketing communication and the concerned parties' that conduct the reduce-avoid-quit alcohol drinking campaigns. Research methodology is the integration of both quantitative and qualitative methods. Findings show that: 1) Marketing communication of the alcohol manufacturers and influential people communication have statistically significant positive influence. Both affect the positive sensory perception and memory. Later, these communications will send positive influence to alcohol consumers' analytical thinking and processing. Finding also showed that when the communications passed through analytical thinking and processing it was not related to alcohol consumption behavior. The external factors such as values, attitudes and emotions that mixed together as an internal sensory had no influence on the alcohol consumption behavior. 2) The integrated marketing communication patterns and strategies by alcohol manufacturers are more flexible, immediate adjustable and can reach the target group better than those of the Thai Health communication campaigns due to the difference of important factors such as operational procedures, budgets and resources. This difference has the direct influence to the level of success of the set goal of each organization. ; [preview](https://repository.nida.ac.th/bitstream/662723737/5017/3/b208140.pdf.jpg)