Product Placement With television still being very popular, commercial entertainment has transferred the concept of soap operas onto the Web. The first of this new species of "Cybersoaps" was "The Spot", a story about the ups and downs of an American commune. The Spot not only within short time attracted a large audience, but also pioneered in the field of online product placement. Besides Sony banners, the companies logo is also placed on nearly every electronic product appearing in the story. Appearing as a site for light entertainment, The Spots main goal is to make the name Sony and its product range well known within the target audience.

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Global Data Flows Fiber-optic cables, coaxial cables, copper wires, electric power lines, microwaves, satellite communication, mobile telephony, computer networks: Various telecommunication networks following a variety of standards with bewildering abbreviations - DSL, WAP, GSM, UMTS, Ipv4 etc. - and carrying endless flows of capital and information are the blood veins of modern societies. In the space of flows constituted by today's global data networks the space of places is transcended. Visualizations of these global data flows show arches bridging seas and continents, thereby linking the world's centres of research and development, economics and politics. In the global "Network Society" (Manuel Castells) the traditional centres of power and domination are not discarded, in the opposite, they are strengthened and reinforced by the use of information and communication technologies. Political, economical and symbolical power becomes increasingly linked to the use of modern information and communication technologies. The most sensitive and advanced centres of information and communication technologies are the stock markets. Excluded from the network constituted by modern information and communication technologies, large parts of Africa, Asia and South America, but also the poor of industrialized countries, are ranking increasingly marginal to the world economy. Cities are centres of communications, trade and power. The higher the percentage of urban population, the more it is likely that the telecommunications infrastructure is generally good to excellent. This goes hand in hand with lower telecommunications costs. Those parts of the world with the poorest infrastructure are also the world's poorhouse. In Bangladesh for most parts of the population a personal computer is as expensive as a limousine in European one-month's salary in Europe, they have to pay eight annual salaries. Therefore telecommunications infrastructure is concentrated on the highly industrialized world: Most telephone mainlines, mobile telephones, computers, Internet accounts and Internet hosts (computers connected to the global data networks) can be found here. The same applies to media: the daily circulation of newspapers and the use of TV sets and radios. - Telecommunication and media services affordable to most parts of the population are mostly restricted to industrialized countries. This situation will not change in the foreseeable future: Most expenditure for telecommunications infrastructure will be restricted to the richest countries in the world. In 1998, the world's richest countries consumed 75% of all cables and wires.

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Virtual cartels; mergers In parallel to the deregulation of markets, there has been a trend towards large-scale mergers which ridicules dreams of increased competition. Recent mega-mergers and acquisitions include SBC Communications - Ameritech, $ 72,3 bn Bell Atlantic - GTE, $ 71,3 AT&T - Media One, $ 63,1 AOL - Time Warner, $ 165 bn MCI Worldcom - Spring, $ 129 bn The total value of all major mergers since the beginnings of the 1990s has been 20 trillion Dollars, 2,5 times the size of the USA's GIP. The AOL- Time Warner reflects a trend which can be observed everywhere: the convergence of the ICT and the content industries. This represents the ultimate advance in complete market domination, and a alarming threat to independent content. "Is TIME going to write something negative about AOL? Will AOL be able to offer anything other than CNN sources? Is the Net becoming as silly and unbearable as television?" (Detlev Borchers, journalist)

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Fair use Certain acts normally restricted by copyright may, in circumstances specified in the law, be done without the authorization of the copyright owner. Fair use may therefore be described as the privilege to use copyrighted material in a reasonable manner without the owner's consent and allows the reproduction and use of a work for limited purposes such as criticism, comment, news reporting, teaching, and research. To determine whether a use is fair or not most copyright laws consider: 1) purpose and character of the use, 2) nature of the copyrighted work, 3) amount and substantiality of the portion used, and 4) effect of the use on the potential market. Examples of activities that may be excused as fair use include: providing a quotation in a book review; distributing copies of a section of an article in class for educational purposes; and imitating a work for the purpose of parody or social commentary.

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Sony Corporation Japanese SONY KK, major Japanese manufacturer of consumer electronics products. Headquarters are in Tokyo. The company was incorporated in 1946 and spearheaded Japan's drive to become the world's dominant consumer electronics manufacturer in the late 20th century. The company was one of the first to recognize the potential of the consumer videotape market. In 1972 it formed an affiliate to market its Betamax colour videocassette system. In 1987-88 Sony purchased the CBS Records Group from CBS Inc., thus acquiring the world's largest record company. It followed that purchase with the purchase in 1989 of Columbia Pictures Entertainment Inc.

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Automation Automation is concerned with the application of machines to tasks once performed by humans or, increasingly, to tasks that would otherwise be impossible. Although the term mechanization is often used to refer to the simple replacement of human labor by machines, automation generally implies the integration of machines into a self-governing system. Automation has revolutionized those areas in which it has been introduced, and there is scarcely an aspect of modern life that has been unaffected by it. Nearly all industrial installations of automation, and in particular robotics, involve a replacement of human labor by an automated system. Therefore, one of the direct effects of automation in factory operations is the dislocation of human labor from the workplace. The long-term effects of automation on employment and unemployment rates are debatable. Most studies in this area have been controversial and inconclusive. As of the early 1990s, there were fewer than 100,000 robots installed in American factories, compared with a total work force of more than 100 million persons, about 20 million of whom work in factories.

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