Chemistry Reference
In-Depth Information
1
Introduction - Why the Interpretive
Approach?
Niall W. G. Young
The interpretive approach is a new way of looking at rheology, and it
stems from the benefits to be gained from the multidisciplinary approach
(Wassell and Young, 2007). Sole focus on single aspects - viscosity,
shear rate and shear stress - can blink the view of the data and cause ei-
ther misconstrued interpretations or incomplete analysis of the system.
The interpretive approach, whilst placing demands on the rheologist,
however allows for a fuller interpretation and analysis of the system.
The rheologists must maintain their scientific foundation, but also pos-
sess the skills of the journalist and studio presenter. In short, today's
rheologists are tasked with being required to deliver their message to
the professional and layman in clear, concise terms. The interpretive
approach is the key to value creation for the industrial rheologist's cus-
tomers, or the academic's funding applications, and as such equips the
rheologist with 'alchemic' powers to turn 'worthless' rheological graphs
into 'gold'. This sentiment is echoed in the analogy that, for most food
ingredient and food producing companies, rheology is not a key busi-
ness, but it is the key to the business. Successful implementation of the
interpretive approach into the role of the industrial rheologist (Young,
2007) ultimately pays dividends for the company. But what is rheology?
1.1
RHEOLOGY - WHAT IS IN IT FOR ME?
Classically, the term 'rheology' dates back to the late 1920s and is
credited to Bingham, who expanded on the ancient Greek philosophers'
musings of παντα ρει or everything flows. The definition of rheology
therefore came to be the study of the deformation and flow of matter.
Barnes
et al
. (1989) claim, quite rightly, that rheology is a difficult sub-
ject, and one can lose one's audience quickly. Focusing on the key words
of the definition in isolation - deformation, flow and matter - suggests
