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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The word "cyborg" short form for "cybernetic organism", i.e. an entity which is partly biological and partly technical. As the technical seizure of nature progresses, cyborgs are proliferating and pose novel theoretical and social questions. The incorporation of technical components into human bodies is not new, but the bio-chips and nano-computers made possible by advances in information technology give a new quality to the development. Because the technization of the body has its origin in military history, cyborg studies have been connected to a critique of militarism, as in