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Indian origin scientist discovers material superior to graphene

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New York: A new one-atom thick flat material, developed by an Indian-origin scientist, is said to be superior to the wonder material graphene due to its remarkable properties. The new material is set to be used in advance digital technology.

Discovered by Madhu Menon, a physicist at the University of Kentucky in the US, the new material is made up of silicon, boron and nitrogen – all light, inexpensive and abundant elements. The material is stable, a property many other graphene alternatives lack.

“We used simulations to see if the bonds would break or disintegrate – it didn’t happen. We heated the material up to 1,000-degree celsius and it still didn’t break,” said Menon, a physicist in the centre for computational sciences. The discovery is reported in a paper in Physical Review B.

Using state-of-the-art theoretical computations, Menon and his collaborators demonstrated that by combining the three elements, it is possible to obtain a one-atom thick, truly 2D material with properties that can be fine-tuned to suit various applications beyond what is possible with graphene.

Menon’s colleagues were Ernst Richter from Daimler in Germany and Antonis Andriotis from Institute for Electronic Structure and Laser (IESL) in Greece.

While graphene is touted as being the world’s strongest material with many unique properties, it has one downside: it isn’t a semiconductor and, therefore, disappoints in the digital technology industry.

The three elements forming the new material all have different sizes; the bonds connecting the atoms are also different.

As a result, the sides of the hexagons formed by these atoms are unequal, unlike in graphene.

The new material is metallic but can be made semiconducting easily by attaching other elements on top of the silicon atoms.

“We know that silicon-based technology is reaching its limit because we are putting more and more components together and making electronic processors more and more compact,” Menon said adding “but we know that this cannot go on indefinitely; we need smarter materials.”

He said they were anxious for this to be made in the lab. “The ultimate test of any theory is experimental verification, so the sooner the better!” Menon added in a paper.

This discovery opens a new chapter in material science by offering new opportunities for researchers to explore functional flexibility and new properties for new applications.(IANS)

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How advertisements in India are defying gender cliche

Ads playing an effective medium in moulding opinions of society

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How Indian advertisement industry is breaking the gender stereotype

Feb 27, 2017: The most important part of advertisements is the story line and it gives a spur on the social media when the lessons from the story line are timeless. Needless to say, every time a free-spirited ad is released, it not only sparks conversations over the internet but also leaves a viral trail of debates. Just in the same way, some of the Indian advertisements did when they strove to change the mindset of people with regard to gender difference. We often tend to slur women not realizing the essence of being a woman, it takes strength and an indomitable spirit to be a woman. This article will talk about how advertisements in India are leading by example and discarding gender difference.

Let’s recall some of the advertisements that did away with gender difference.

Nike’s recent ‘Da Da Ding’ ad starring Deepika Padukone as one among other female athletes is a powerful ad which got the people talking about giving importance to female athletes as well. It showcased females of a real athletic figure which is not animated and has got nothing to do with ‘legs and butts’.

(A still from Nike’s Da Da Ding advertisement)

The ad portrayed women as fierce and passionate about sports. Once upon a time, Nike’s product catered almost exclusively to marathon runners and then, a fitness craze emerged –and the folks in Nike’s marketing department knew where to mark their next move, an applause for Nike for initiating a spellbinding effort.

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Whisper, Touch the pickle ad

(A still from Whisper Touch the pickle advertisement)

Whisper, Touch the pickle ad is another exemplary of breaking taboos surrounding women’s menstrual cycle. The whisper #Touchthepickle campaign makes an attempt to purge the baseless superstitions owing to Dos and Dont’s in menses. The ad showcases a young girl who dares to touch the pickle while she is on her periods. It conveys a sensible meaning to its viewers to break away these taboos. The ad was lauded internationally and awarded ‘Glass Lion Grand Prix’ award at Cannes International Festival of Creativity.

Many advertisements over the years have sold the cosmetic product but fewer have tried to change the societal conception of beauty. Even fewer have tried to do both, Joy Cosmetic is the brand that did it in India.

(A still from Joy beauty advertisement)
The ad begins with showcasing a well renowned oversized comedian, Bharti Singh asking the viewers “What did you expect, 36-24-36?”, and shuts down body shamers who presumed it to be an ideal body size. The ad conveys effortlessly that an Ideal beauty has nothing to do with body and shape.The advertisement has a sensitive message and is meaningful to its consumers.

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While there is a lot of chaos regarding section 377 in India, Ebay India took an audacious stance through its ad titled “Things don’t judge”.

(A still from Ebay India advertisement)