On-line Advertising and the Internet Content Industry

Applied to on-line content the advertising model leads to similar problems like in the traditional media. Dependence on advertising revenue puts pressure on content providers to consider advertising interests. Nevertheless new difficulties caused by the technical structure of online media, missing legal regulation and not yet established ethical rules, appear.

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Centralization of the Content Industry

Following the 1980s a sweeping restructuring of commercial media power has happened. While some firms have grown through expansion others extended through mergers and acquisitions. Examples are Time & Warner & Turner & AOL; Viacom & Paramount & Blockbusters or News Corp. & Triangle & 20th Century Fox & Metromedia TV.

In recent years those developments have led to the rise of transnational media giants, resulting in the domination of the global media system by about ten huge conglomerates. These have interests in numerous media industries, ranging from film production, magazines, newspapers, book publishing and recorded music to TV and radio channels and networks, but also include retail stores, amusement parks and digital media products.

Behind these firms are about three or four dozen smaller media companies, which primarily engage in local, national or niche markets. In short, the overwhelming majority of the world's content production facilities and distribution channels lies in the hands of approximately fifty enterprises.

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Think Tanks and the Internet

As think tanks try to push policy making in their desired direction in such diverse fields as health, education, taxation, regulation and national security it is not surprising, that also the Internet has entered their issue list:

RAND, a center-right U.S. think tank not only argues for the usage of certain guidelines concerning the use of e-mail, but has also released a research report - sponsored by the Office of the Secretary of Defense - entitled "Strategic Information Warfare: A New Face of War". In November 1999 RAND has furthermore launched a co-operation with the International Chamber of Commerce (ICC) aimed at combating the threat of cybercrime. ICCs practical expertise and RANDs research and analytical capacities shall aid at finding solutions to fight hackers, industrial spies, and other criminals who may exploit the Internet to attack commercial and public-sector systems.

Another of the big players in the elite of think tanks, the conservative Washington D.C. based Cato Institute quite surprisingly has started to defend human rights in Cyberspace. Jonathan D. Wallace' "Nameless in Cyberspace: Anonymity on the Internet." sees the constitutionally guaranteed right of freedom of speech and expression in the United States under attack by proposals to limit or restrict the use of anonymity on the Internet.

Yet another conservative think tank, the U.S. based Center for Strategic and International Studies in June 1999 has initiated a Conference (Global Information Infrastructure Commission) to accelerate the development of E-Commerce in India. Among the Conferences participants were not only government representatives from India and the United States, but also the CEO of Global TeleSystems Group Inc., the vice chairman of Fujitsu and the executive president of Siemens A.G., as well as the World Bank and the World Intellectual Property Organization.

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PR Firms and their Mission

Looking at how public relations practitioners advertise their services, they do not primarily seem to be followers of the "social engineering" approach. Burson-Marsteller, the worlds leading PR agency, for example sells itself as a specialist in "... public affairs, government relations, crisis communication, investor relations, environmental issues and marketing communications ... experienced at orchestrating effective campaigns, which motivate the right behaviors.". Porter Novelli, third largest international PR company, somewhat more aggressive promises, that their marketing-based public relations "... penetrate the consumer psyche - where - your target audiences work, learn, play or shop, through everything they read, hear and see.". While Porter Novelli seems to be specialized in psychological warfare, Fleishman-Hillard highlights its know-how and experience in government relations programs. "We have handled some of the nation's most challenging public policy issues, including issues affecting the environment, from clean air to agricultural chemicals; aviation safety; regressive taxes; international trade; and human rights.". To handle those difficult tasks, Fleishman-Hillard maintains "... an effective, professional lobbying team that includes registered lobbyists recruited from the Senate and the House."

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Blaise Pascal

b. June 19, 1623, Clermont-Ferrand, France
d. August 19, 1662, Paris, France

French mathematician, physicist, religious philosopher, and master of prose. He laid the foundation for the modern theory of probabilities, formulated what came to be known as Pascal's law of pressure, and propagated a religious doctrine that taught the experience of God through the heart rather than through reason. The establishment of his principle of intuitionism had an impact on such later philosophers as Jean-Jacques Rousseau and Henri Bergson and also on the Existentialists.

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Expert system

Expert systems are advanced computer programs that mimic the knowledge and reasoning capabilities of an expert in a particular discipline. Their creators strive to clone the expertise of one or several human specialists to develop a tool that can be used by the layman to solve difficult or ambiguous problems. Expert systems differ from conventional computer programs as they combine facts with rules that state relations between the facts to achieve a crude form of reasoning analogous to artificial intelligence. The three main elements of expert systems are: (1) an interface which allows interaction between the system and the user, (2) a database (also called the knowledge base) which consists of axioms and rules, and (3) the inference engine, a computer program that executes the inference-making process. The disadvantage of rule-based expert systems is that they cannot handle unanticipated events, as every condition that may be encountered must be described by a rule. They also remain limited to narrow problem domains such as troubleshooting malfunctioning equipment or medical image interpretation, but still have the advantage of being much lower in costs compared with paying an expert or a team of specialists.

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DMCA

The DMCA (Digital Millennium Copyright Act) was signed into law by U.S. President Clinton in 1998 and implements the two 1996 WIPO treaties (WIPO Performances and Phonograms Treaty and WIPO Copyright Treaty). Besides other issues the DMCA addresses the influence of new technologies on traditional copyright. Of special interest in the context of the digitalization of intellectual property are the titles no. 2, which refers to the limitation on the liability of online service providers for copyright infringement (when certain conditions are met), no. 3, that creates an exemption for making a copy of a computer program in case of maintenance and repair, and no. 4 which is concerned with the status of libraries and webcasting. The DCMA has been widely criticized for giving copyright-holders even more power and damage the rights and freedom of consumers, technological innovation, and the free market for information.

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SIGINT

Signals Intelligence (SIGINT) is a category of intelligence comprising, either individually or in combination, all communications intelligence, electronics intelligence, and foreign instrumentation signals intelligence, however transmitted. The intelligence derived from communications, electronics, and foreign instrumentation signals.

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Archbishop Oscar Arnulfo Romero

Archbishop Oscar Arnulfo Romero († 1980) was elected archbishop because he was very conservative. But when he saw how more and more priests and definitely innocent people were murdered, he changed his attitudes and became one of the sharpest critics of the government. He gave shelter to those in danger, never stopped talking against violence and his Sunday sermons on the radio where moments to tell the truth to the Salvadorians, also mentioning the names of the disappeared or killed persons. As Romero got extremely popular and dangerous for the population he was killed by death squads, while reading a sermon.

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NSA

U.S. intelligence agency within the Department of Defense that is responsible for cryptographic and communications intelligence and security. The NSA grew out of the communications intelligence activities of U.S. military units during World War II. The NSA was established in 1952 by a presidential directive and, not being a creation of the Congress, is relatively immune to Congressional review; it is the most secret of all U.S. intelligence agencies. The agency's mission includes the protection and formulation of codes, ciphers, and other cryptology for the U.S. military and other government agencies, as well as the interception, analysis, and solution of coded transmissions by electronic or other means. The agency conducts research into all forms of electronic transmission. It operates posts for the interception of signals around the world. Being a target of the highest priority for penetration by hostile intelligence services, the NSA maintains no contact with the public or the press.

http://www.nsa.gov/index.html

http://www.nsa.gov/index.html
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Gottfried Wilhelm von Leibniz

b. July 1, 1646, Leipzig
d. November 14, 1716, Hannover, Hanover

German philosopher, mathematician, and political adviser, important both as a metaphysician and as a logician and distinguished also for his independent invention of the differential and integral calculus. 1661, he entered the University of Leipzig as a law student; there he came into contact with the thought of men who had revolutionized science and philosophy--men such as Galileo, Francis Bacon, Thomas Hobbes, and René Descartes. In 1666 he wrote De Arte Combinatoria ("On the Art of Combination"), in which he formulated a model that is the theoretical ancestor of some modern computers.

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