With World War I an entire system of ideas how wars work collapsed. Suddenly it was no longer mostly soldiers who had to fight. War became an engagement of every day's life. Everybody got involved.
Propaganda therefore changed as well. The campaigns were no longer temporarily and recent but had to be planned for years. Who failed in organizing it or used the wrong keywords failed. Masters of modern propaganda became the British, whereas the Germans failed completely in the beginning.
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Although referred to as a single body of rules, there is not just one Netiquette, but there are several, though overlapping largely. Proposing general guidelines for posting messages to newsgroups and mailing lists and using the
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