Various efforts have been made by authorities to ensure modernization occurs among Rungus tribes ... more Various efforts have been made by authorities to ensure modernization occurs among Rungus tribes in Sabah, particularly in Matunggong. However, the efforts to modernize the Rungus tribe in Matunggong have made a negative impact on the use of native language. This study focuses on the current phenomenon, namely the decreasing use of Rungus language among the new generation of Rungus ethic itself. This study also aims to find out the level of the language used, the effects of this phenomenon if and the factors of this phenomena. The data of this study are collected using a mixedmethod approach. Through the analysis of the data obtained, it is found that the lethargy phenomenon has happened among the new generation of Rungus ethnic in Matunggong. This has led the Rungus Ethnic to face the possibility of their native language to become extinct. Modernisation is identified as the main factor contributing to this phenomenon, particularly the widespread use of national and international la...
Kajian ini bertujuan untuk mengenalpasti pengaruh iklan makanan di Malaysia terhadap sikap dan ke... more Kajian ini bertujuan untuk mengenalpasti pengaruh iklan makanan di Malaysia terhadap sikap dan kepercayaan kanak-kanak dalam pola pemilihan jenis makanan di Sabah. Selain pengaruh iklan, kajian ini turut mengenalpasti pengaruh faktor-faktor lain seperti ibubapa dan persekitaran keluarga, gaya hidup dan rakan sebaya serta pengetahuan mengenai khasiat makanan. Seramai 804 responden yang dipilih melalui kaedah persampelan bertujuan daripada beberapa sekolah rendah di seluruh Sabah. Responden terdiri daripada kanakkanak yang berumur diantara 7 hingga 12 tahun yang dibahagikan kepada dua kategori iaitu Umur Pertengahan (UP) dan Awal Remaja (AR). Kajian ini yang menggunakan pendekatan penyeidikan kuantitatif, dengan menggunakan survei, mendapati beberapa dapatan yang menarik. Antara dapatan kajian yang penting ialah bahawa kanak-kanak di Sabah mempunyai kecenderungan yang tinggi dalam memilih makanan segera yang dijual di testoran-restoran francais atau disebut sebagai Quick Service Rest...
A significant effect of the advent of the post-modern era is the waning interest among indigenous... more A significant effect of the advent of the post-modern era is the waning interest among indigenous communities in many aspects of their own culture and traditions. The Rungus in Sabah, a sub-ethnic of the Kadazandusun or the Momogun community, is no exception to such phenomenon. For this reason, many, in particular the government and the Rungus of Sabah themselves should undertake efforts to preserve their traditions and ensure the richness and intricacies of the community’s heritage and culture remain relevant, known and promoted. The Rungus culture arguably could be sustained through the promotion of knowledge, awareness and appreciation of its traditional costumes and textiles. The issue however is to ascertain how this approach could be best effected. This qualitative study is aimed at determining how the Rungus culture in Sabah couldbe preserved and promoted through its traditional costumes and textiles. The findings of the study indicate visibility and consistent promotion as k...
The Covid-19 pandemic that swept people across the world brings an inevitable impact on various a... more The Covid-19 pandemic that swept people across the world brings an inevitable impact on various aspects of life. This has sparked a new norm that promotes the importance as well as the need and dependence on virtual communication for the social life that is no longer compatible with the old norms that are conventional in nature. The main objective of this paper is to examine the implications of virtual communication on rural communities in Sabah during the Covid-19 pandemic by identifying the forms of challenges, contributing factors and adaptation mechanisms that are being practiced. Field studies were conducted at Kudat, Kota Marudu and Pitas districts in North West Coast of Sabah, Malaysia using the combination of both qualitative and quantitative methods, namely participant observation, interviews and questionnaire. The findings found that the challenges or problems faced by the community that are related to the implications of virtual communication involve aspects of teaching a...
Kertas kerja - yang bersifat empirik ini membincangkan sebahagian isu yang ditinjau dalam kajian ... more Kertas kerja - yang bersifat empirik ini membincangkan sebahagian isu yang ditinjau dalam kajian yang penulis laksanakan. Secara khusus, kertaskerja ini mengupas berhubung dengan faktor-faktor yang menentukan pemilihan makanan dalam kalangan kanak-kanak di negeri Sabah, Malaysia. Pelbagai faktor yang dijangka mempengaruhi jenis makanan kanak-kanak telah diambilkira termasuklah faktor biologi, psikologi, sikap dan kepercayaan, ekonomi dan fizikal, sosial, persekitaran keluarga dan rakan sebaya. Peranan media turut diberi perhatian khusus terutama sekali dalam aspek peranan pengiklanan. Seramai 804 responden terlibat dalam kajian ini yang terdiri daripada kanak-kanak berumur dalam lingkungan 7-12 tahun. Kajian mendapati iklan memainkan peranan yang terpenting dalam menentukan pemilihan makanan kanak-kanak di Sabah, Malaysia. Faktor keluarga dan ibubapa, gaya hidup dan rakan sebaya turut memainkan peranan yang tidak kurang penting dalam mempengaruhi sikap dan kepercayaan kanak-kanak dalam konteks makanan dan pemakanan mereka. Kata Kunci: pengiklanan; kanak-kanak; makanan dan pemakanan; Sabah; Malaysia The paper discusses the empirical nature of some of the issues considered in the study that the authors do. Specifically , this paper analyzes the relation with the factors that determine food preferences among children in the state of Sabah , Malaysia . Various factors are expected to influence the types of food children have been taken into account factors including biology, psychology , attitudes and beliefs , economic and physical , social , family and peer environment . The role of the press were given special attention , especially in terms of the role of advertising . A total of 804 respondents participated in this study consisted of children aged between 7-12 years . The study found that advertising plays an important role in determining food preferences of children in Sabah , Malaysia . Family and parental factors , lifestyle and peers also play a role no less important in influencing the attitudes and beliefs of children in the context of food and nutrition. Type of Paper: Review Keywords : Advertising ; Children ; Food And Nutrition ; Sabah ; Malaysia
International Journal of Heritage, Art and Multimedia, 2021
Effective insights about market segmentation provide important information for social marketers i... more Effective insights about market segmentation provide important information for social marketers in formulating a sound marketing plan. This importance could also be observed in the context of the digital segmentation of organ donors in Malaysia. Digital segmentation has become a crucial element in organ donation promotion as fuelled by the rapid shift to the digital world especially social media. In this sense, a sound marketing campaign for organ donation promotion is critically needed due to the low rate of organ donation registrations among Malaysians. Therefore, by focusing on people’s inclination to shift to social media and the importance of organ donation in Malaysia, the current study presents a systematic literature review to examine the potential of digital segmentation regarding organ donation promotion via social media. The current study successfully identified university students as the digital target segment for organ donors in Malaysia. This study also observed a mass...
This study aims at exploring the inclination of belief about the ways of living among Kadazandusu... more This study aims at exploring the inclination of belief about the ways of living among Kadazandusun people whether leaning towards spirituality or materialism. Nowadays humanity are greatly consumed with the idea that happiness would only be achieved when someone accumulate huge worldly possessions and wealth. Obsession to acquire and accrue a great deal of material possessions to gratify people’s needs, wants and desires has been said to be promoted by the mass media. Therefore, apart from exploring the choice of living styles, this study also examines the role that media might have in propagating materialistic values among the Kadazandusuns in Sabah. The outcomes of study show that Kadazandusun people are yet to indulge into extreme materialistic lifestyles, instead they are generally inclined quite strongly towards religious way of life. This study also found out that TV viewing appears to cultivate spiritual values instead of materialis
Sabah has been a political battle ground to gain state power among multiracial parties since the ... more Sabah has been a political battle ground to gain state power among multiracial parties since the state accorded self-rule in 1963. Though many suggest that early political parties such as UPKO and USNO were ethnic based, the reality showed that they promoted multiracial political ideology. The entry of UMNO in this state politics on February 22 nd , 1991 which led to the fall of PBS government in 1994, a multiracial political party headed by Pairin of Kadazandusun community, however, gradually eased such political dogma. The political movement among the people of Sabah who can be categorised into three main ethnic groups namely Muslim Bumiputra, non-Muslim Bumiputra and Chinese eventually become more ethnic based. The politicians from each ethnic group were increasingly interested in gaining political support from their own ethnic group and that the rakyat also tend to support politicians of their own ethnic group. As a result, political activities in Sabah welded with ethnicity. Ne...
This study provides an overview of the concept of bereavement or mourning of the Kadazansinthe di... more This study provides an overview of the concept of bereavement or mourning of the Kadazansinthe district of Penampang, Sabah as reflected in the funeral rites and traditions observed by the community.Through in-depth interviews with informants within the PenampangKadazancommunity, the studydocuments the series of observance and practices that are put in motion from the time of death to thecompletion of the bereavement period with specific focus on the rites expected of the living spouse of thedeceased. The integral role of the gugumompi as ‘caretaker’ of the bereaved spouse and the person entrustedto ensure the adherence of these critical rites and traditions is highlighted. The study serves as a form ofdocumentation and historical preservation for the many aspects of the mobpuod tradition and elements thatdefine the Kadazanof Penampang, Sabah
This study explores the effects of media consumption, which are thought to be mostly sedentary in... more This study explores the effects of media consumption, which are thought to be mostly sedentary in nature, towards the problem of obesity among youths in Sabah, Malaysia. This study surveyed 549 respondents from 12-19 years old categories from various secondary schools in Sabah, Malaysia. Some interesting findings of this study include the high preference among youths in Sabah to choose foods offered by franchised restaurants. It was also found that youths in Sabah are not active physically because most of their time was spent engaging with various forms of information and communication technology (ICT), particularly hand phone and computer. Excessive usage of media appears to replace the time for physical activities, which deprive them the chance to burn the calories absorbed from franchised restaurants‟ foods. Such situation was made worst when youths tend to consume unhealthy foods, such as snacks and crisps, when engaging with media. This indirect effect of media was also indicat...
Objective – The objective of this paper is to review university organ donation campaign in foreig... more Objective – The objective of this paper is to review university organ donation campaign in foreign universities and determine the potential strategies that could be adopted by our universities. Methodology/Technique – This paper is using systematic literature review to select past articles that met the inclusion criteria. Findings – From the review articles, the authors suggested a proposed framework for organ donation campaign to be applied and tested in Malaysian universities Novelty – This paper attempts to contribute to the literature by developing a framework for organ donation campaign in local universities. In addition, the paper also gives insight to the Organ Procurement Officers (OPOs) in designing organ donation campaign in local universities. Type of Paper: Conceptual
Modenisasi memainkan peranan besar terhadap perubahan identiti budaya sesebuah etnik termasuklah ... more Modenisasi memainkan peranan besar terhadap perubahan identiti budaya sesebuah etnik termasuklah aspek makanan tradisi. Matlamat kajian ini adalah untuk mengkaji kesan modenisasi dan pengkomersilan terhadap keaslian makanan tradisi serta pelestarian identiti budaya dan mengenalpasti tahap serta kaedah pengkomersilan makanan berkenaan. Kajian ini memfokuskan kepada makanan tradisi etnik Kadazan-Dusun di Sabah khususnya tuhau dan bambangan. Kajian lapangan yang menggunakan teknik pengamatan turut serta, temu bual dan tinjauan soal selidik dilaksanakan di beberapa lokasi petempatan etnik Kadazan-Dusun termasuklah kawasan Pantai Barat Selatan (Kota Kinabalu, Penampang, Tuaran, Tamparuli, Ranau dan Kundasang), Pantai Barat Utara (Kudat, Sikuati dan Kota Marudu) dan Pedalaman atas (Tenom, Keningau, Tambunan, Nabawan dan Sook). Dapatan kajian mendapati bahawa pengkomersilan dan modenisasi mempengaruhi keaslian makanan tradisi etnik Kadazan-Dusun khususnya tuhau dan bambangan tetapi tidak ...
This study examines the relationships between television (TV) advertising and patterns of food ch... more This study examines the relationships between television (TV) advertising and patterns of food choice among children. This relationship is crucial in understanding the intricate interplay among several interrelated variables such as TV viewing, preference for certain foods and the problem of obesity. Specifically, the study investigates the degree of recognition of adverts and patterns of food choice among lean, overweight and obese children. This study uses an experimental test, but the assessment of the effects of advertisements was undertaken through questionnaires. There were 50 participants involved in the experiment. The outcomes of the study indicate that TV advertisements make a substantial contribution to what food a child chooses. Although there were some variations in terms of responses between age groups and gender, generally, children seemed likely to choose fast foods after treatment. Further analyses were performed which revealed that media, particularly TV advertisin...
Various efforts have been made by authorities to ensure modernization occurs among Rungus tribes ... more Various efforts have been made by authorities to ensure modernization occurs among Rungus tribes in Sabah, particularly in Matunggong. However, the efforts to modernize the Rungus tribe in Matunggong have made a negative impact on the use of native language. This study focuses on the current phenomenon, namely the decreasing use of Rungus language among the new generation of Rungus ethic itself. This study also aims to find out the level of the language used, the effects of this phenomenon if and the factors of this phenomena. The data of this study are collected using a mixedmethod approach. Through the analysis of the data obtained, it is found that the lethargy phenomenon has happened among the new generation of Rungus ethnic in Matunggong. This has led the Rungus Ethnic to face the possibility of their native language to become extinct. Modernisation is identified as the main factor contributing to this phenomenon, particularly the widespread use of national and international la...
Kajian ini bertujuan untuk mengenalpasti pengaruh iklan makanan di Malaysia terhadap sikap dan ke... more Kajian ini bertujuan untuk mengenalpasti pengaruh iklan makanan di Malaysia terhadap sikap dan kepercayaan kanak-kanak dalam pola pemilihan jenis makanan di Sabah. Selain pengaruh iklan, kajian ini turut mengenalpasti pengaruh faktor-faktor lain seperti ibubapa dan persekitaran keluarga, gaya hidup dan rakan sebaya serta pengetahuan mengenai khasiat makanan. Seramai 804 responden yang dipilih melalui kaedah persampelan bertujuan daripada beberapa sekolah rendah di seluruh Sabah. Responden terdiri daripada kanakkanak yang berumur diantara 7 hingga 12 tahun yang dibahagikan kepada dua kategori iaitu Umur Pertengahan (UP) dan Awal Remaja (AR). Kajian ini yang menggunakan pendekatan penyeidikan kuantitatif, dengan menggunakan survei, mendapati beberapa dapatan yang menarik. Antara dapatan kajian yang penting ialah bahawa kanak-kanak di Sabah mempunyai kecenderungan yang tinggi dalam memilih makanan segera yang dijual di testoran-restoran francais atau disebut sebagai Quick Service Rest...
A significant effect of the advent of the post-modern era is the waning interest among indigenous... more A significant effect of the advent of the post-modern era is the waning interest among indigenous communities in many aspects of their own culture and traditions. The Rungus in Sabah, a sub-ethnic of the Kadazandusun or the Momogun community, is no exception to such phenomenon. For this reason, many, in particular the government and the Rungus of Sabah themselves should undertake efforts to preserve their traditions and ensure the richness and intricacies of the community’s heritage and culture remain relevant, known and promoted. The Rungus culture arguably could be sustained through the promotion of knowledge, awareness and appreciation of its traditional costumes and textiles. The issue however is to ascertain how this approach could be best effected. This qualitative study is aimed at determining how the Rungus culture in Sabah couldbe preserved and promoted through its traditional costumes and textiles. The findings of the study indicate visibility and consistent promotion as k...
The Covid-19 pandemic that swept people across the world brings an inevitable impact on various a... more The Covid-19 pandemic that swept people across the world brings an inevitable impact on various aspects of life. This has sparked a new norm that promotes the importance as well as the need and dependence on virtual communication for the social life that is no longer compatible with the old norms that are conventional in nature. The main objective of this paper is to examine the implications of virtual communication on rural communities in Sabah during the Covid-19 pandemic by identifying the forms of challenges, contributing factors and adaptation mechanisms that are being practiced. Field studies were conducted at Kudat, Kota Marudu and Pitas districts in North West Coast of Sabah, Malaysia using the combination of both qualitative and quantitative methods, namely participant observation, interviews and questionnaire. The findings found that the challenges or problems faced by the community that are related to the implications of virtual communication involve aspects of teaching a...
Kertas kerja - yang bersifat empirik ini membincangkan sebahagian isu yang ditinjau dalam kajian ... more Kertas kerja - yang bersifat empirik ini membincangkan sebahagian isu yang ditinjau dalam kajian yang penulis laksanakan. Secara khusus, kertaskerja ini mengupas berhubung dengan faktor-faktor yang menentukan pemilihan makanan dalam kalangan kanak-kanak di negeri Sabah, Malaysia. Pelbagai faktor yang dijangka mempengaruhi jenis makanan kanak-kanak telah diambilkira termasuklah faktor biologi, psikologi, sikap dan kepercayaan, ekonomi dan fizikal, sosial, persekitaran keluarga dan rakan sebaya. Peranan media turut diberi perhatian khusus terutama sekali dalam aspek peranan pengiklanan. Seramai 804 responden terlibat dalam kajian ini yang terdiri daripada kanak-kanak berumur dalam lingkungan 7-12 tahun. Kajian mendapati iklan memainkan peranan yang terpenting dalam menentukan pemilihan makanan kanak-kanak di Sabah, Malaysia. Faktor keluarga dan ibubapa, gaya hidup dan rakan sebaya turut memainkan peranan yang tidak kurang penting dalam mempengaruhi sikap dan kepercayaan kanak-kanak dalam konteks makanan dan pemakanan mereka. Kata Kunci: pengiklanan; kanak-kanak; makanan dan pemakanan; Sabah; Malaysia The paper discusses the empirical nature of some of the issues considered in the study that the authors do. Specifically , this paper analyzes the relation with the factors that determine food preferences among children in the state of Sabah , Malaysia . Various factors are expected to influence the types of food children have been taken into account factors including biology, psychology , attitudes and beliefs , economic and physical , social , family and peer environment . The role of the press were given special attention , especially in terms of the role of advertising . A total of 804 respondents participated in this study consisted of children aged between 7-12 years . The study found that advertising plays an important role in determining food preferences of children in Sabah , Malaysia . Family and parental factors , lifestyle and peers also play a role no less important in influencing the attitudes and beliefs of children in the context of food and nutrition. Type of Paper: Review Keywords : Advertising ; Children ; Food And Nutrition ; Sabah ; Malaysia
International Journal of Heritage, Art and Multimedia, 2021
Effective insights about market segmentation provide important information for social marketers i... more Effective insights about market segmentation provide important information for social marketers in formulating a sound marketing plan. This importance could also be observed in the context of the digital segmentation of organ donors in Malaysia. Digital segmentation has become a crucial element in organ donation promotion as fuelled by the rapid shift to the digital world especially social media. In this sense, a sound marketing campaign for organ donation promotion is critically needed due to the low rate of organ donation registrations among Malaysians. Therefore, by focusing on people’s inclination to shift to social media and the importance of organ donation in Malaysia, the current study presents a systematic literature review to examine the potential of digital segmentation regarding organ donation promotion via social media. The current study successfully identified university students as the digital target segment for organ donors in Malaysia. This study also observed a mass...
This study aims at exploring the inclination of belief about the ways of living among Kadazandusu... more This study aims at exploring the inclination of belief about the ways of living among Kadazandusun people whether leaning towards spirituality or materialism. Nowadays humanity are greatly consumed with the idea that happiness would only be achieved when someone accumulate huge worldly possessions and wealth. Obsession to acquire and accrue a great deal of material possessions to gratify people’s needs, wants and desires has been said to be promoted by the mass media. Therefore, apart from exploring the choice of living styles, this study also examines the role that media might have in propagating materialistic values among the Kadazandusuns in Sabah. The outcomes of study show that Kadazandusun people are yet to indulge into extreme materialistic lifestyles, instead they are generally inclined quite strongly towards religious way of life. This study also found out that TV viewing appears to cultivate spiritual values instead of materialis
Sabah has been a political battle ground to gain state power among multiracial parties since the ... more Sabah has been a political battle ground to gain state power among multiracial parties since the state accorded self-rule in 1963. Though many suggest that early political parties such as UPKO and USNO were ethnic based, the reality showed that they promoted multiracial political ideology. The entry of UMNO in this state politics on February 22 nd , 1991 which led to the fall of PBS government in 1994, a multiracial political party headed by Pairin of Kadazandusun community, however, gradually eased such political dogma. The political movement among the people of Sabah who can be categorised into three main ethnic groups namely Muslim Bumiputra, non-Muslim Bumiputra and Chinese eventually become more ethnic based. The politicians from each ethnic group were increasingly interested in gaining political support from their own ethnic group and that the rakyat also tend to support politicians of their own ethnic group. As a result, political activities in Sabah welded with ethnicity. Ne...
This study provides an overview of the concept of bereavement or mourning of the Kadazansinthe di... more This study provides an overview of the concept of bereavement or mourning of the Kadazansinthe district of Penampang, Sabah as reflected in the funeral rites and traditions observed by the community.Through in-depth interviews with informants within the PenampangKadazancommunity, the studydocuments the series of observance and practices that are put in motion from the time of death to thecompletion of the bereavement period with specific focus on the rites expected of the living spouse of thedeceased. The integral role of the gugumompi as ‘caretaker’ of the bereaved spouse and the person entrustedto ensure the adherence of these critical rites and traditions is highlighted. The study serves as a form ofdocumentation and historical preservation for the many aspects of the mobpuod tradition and elements thatdefine the Kadazanof Penampang, Sabah
This study explores the effects of media consumption, which are thought to be mostly sedentary in... more This study explores the effects of media consumption, which are thought to be mostly sedentary in nature, towards the problem of obesity among youths in Sabah, Malaysia. This study surveyed 549 respondents from 12-19 years old categories from various secondary schools in Sabah, Malaysia. Some interesting findings of this study include the high preference among youths in Sabah to choose foods offered by franchised restaurants. It was also found that youths in Sabah are not active physically because most of their time was spent engaging with various forms of information and communication technology (ICT), particularly hand phone and computer. Excessive usage of media appears to replace the time for physical activities, which deprive them the chance to burn the calories absorbed from franchised restaurants‟ foods. Such situation was made worst when youths tend to consume unhealthy foods, such as snacks and crisps, when engaging with media. This indirect effect of media was also indicat...
Objective – The objective of this paper is to review university organ donation campaign in foreig... more Objective – The objective of this paper is to review university organ donation campaign in foreign universities and determine the potential strategies that could be adopted by our universities. Methodology/Technique – This paper is using systematic literature review to select past articles that met the inclusion criteria. Findings – From the review articles, the authors suggested a proposed framework for organ donation campaign to be applied and tested in Malaysian universities Novelty – This paper attempts to contribute to the literature by developing a framework for organ donation campaign in local universities. In addition, the paper also gives insight to the Organ Procurement Officers (OPOs) in designing organ donation campaign in local universities. Type of Paper: Conceptual
Modenisasi memainkan peranan besar terhadap perubahan identiti budaya sesebuah etnik termasuklah ... more Modenisasi memainkan peranan besar terhadap perubahan identiti budaya sesebuah etnik termasuklah aspek makanan tradisi. Matlamat kajian ini adalah untuk mengkaji kesan modenisasi dan pengkomersilan terhadap keaslian makanan tradisi serta pelestarian identiti budaya dan mengenalpasti tahap serta kaedah pengkomersilan makanan berkenaan. Kajian ini memfokuskan kepada makanan tradisi etnik Kadazan-Dusun di Sabah khususnya tuhau dan bambangan. Kajian lapangan yang menggunakan teknik pengamatan turut serta, temu bual dan tinjauan soal selidik dilaksanakan di beberapa lokasi petempatan etnik Kadazan-Dusun termasuklah kawasan Pantai Barat Selatan (Kota Kinabalu, Penampang, Tuaran, Tamparuli, Ranau dan Kundasang), Pantai Barat Utara (Kudat, Sikuati dan Kota Marudu) dan Pedalaman atas (Tenom, Keningau, Tambunan, Nabawan dan Sook). Dapatan kajian mendapati bahawa pengkomersilan dan modenisasi mempengaruhi keaslian makanan tradisi etnik Kadazan-Dusun khususnya tuhau dan bambangan tetapi tidak ...
This study examines the relationships between television (TV) advertising and patterns of food ch... more This study examines the relationships between television (TV) advertising and patterns of food choice among children. This relationship is crucial in understanding the intricate interplay among several interrelated variables such as TV viewing, preference for certain foods and the problem of obesity. Specifically, the study investigates the degree of recognition of adverts and patterns of food choice among lean, overweight and obese children. This study uses an experimental test, but the assessment of the effects of advertisements was undertaken through questionnaires. There were 50 participants involved in the experiment. The outcomes of the study indicate that TV advertisements make a substantial contribution to what food a child chooses. Although there were some variations in terms of responses between age groups and gender, generally, children seemed likely to choose fast foods after treatment. Further analyses were performed which revealed that media, particularly TV advertisin...
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