Individualized Audience Targeting New opportunities for online advertisers arise with the possibility of one-to-one Web applications. Software agents for example promise to "register, recognize and manage end-user profiles; create personalized communities on-line; deliver personalized content to end-users and serve highly targeted advertisements". The probably ultimate tool for advertisers. Although not yet widely used, companies like Amazon.Com have already started to exploit individualized audience targeting for their purposes.

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1500 - 1700 A.D. 1588 Agostino Ramelli's reading wheel Agostino Ramelli designed a "reading wheel", which allowed browsing through a large number of documents without moving from one spot to another. The device presented a large number of books - a small library - laid open on lecterns on a kind of ferry-wheel. It allowed skipping chapters and browsing through pages by turning the wheel to bring lectern after lectern before the eyes. Ramelli's reading wheel thus linked ideas and texts and reminds of today's browsing software used to navigate the World Wide Web. 1597 The first newspaper is printed in Europe.

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The Gulf War By the end of our century a new method of disinformation is gaining importance: disinformation by an overflow of information. In the Gulf War, similar to the Vietnam War, journalists had little chance to report neutrally and correctly from the battlefields. Many times they staid in places far from the actual fightings - due to censorship. In many ways the so-called video-war reminded of a series of commercials. No wonder, the Gulf War was the first war to have a commercial advertisement agency to do the war-propaganda for the USA. They worked hard in preventing the government from a destiny like the one of the Vietnam War, when the war most of all was lost in the American homes because of anti-war propaganda. In an interview, General Schwarzkopf admitted - still during the war - that a lot of information had been well-prepared disinformation. And this is true for both sides: the baby milk plant: Western bombs had destroyed a chemical weapon factory - that's what they claimed. Saddam Hussein allowed reporters from CNN to visit the factory, hoping they would spread his propaganda. What they supposedly did, was spreading his disinformation, as long as they did not wonder that in the middle of nowhere the sign for the factory was written in English. (Taylor, Munitions of the Mind, p. 292) the life guard: In December 1990, the French newspaper Nouvel Observateur published the story of Karim Abdallah al-Jabouri, Saddam Hussein's Life Guard who had fled from Iraq right after Iraq's invasion in Kuwait. Soon afterwards he was in a French TV-show, where he told atrocity stories about Saddam Hussein. The problem that emerged afterwards was that many people recognized him as a former student and employee of that TV-channel. the baby-incubator-story of Najirah On the 10th of October 1991 a young refugee, called Najirah, from Kuwait spoke in front of the U.S.-congress. With a lot of tears she told that she had been working in a Kuwaiti hospital, when Iraqi soldiers came in, tore the babies out of the incubators and let them die on the floor. The pictures of this declaration went around the world and were one of the reasons why the U.S.-population wanted an intervention. In 1992 the journalist R. MacArthur was able to proof that the presented witness had been the daughter of the Kuwait-ambassador in the USA and that she had not been in that hospital or in Kuwait at the mentioned time. By then the war was over and the manipulation of the population had taken place long ago. For reading about the U.S.-propaganda tools during that war, like surrender passes, balloons, fake banknotes, threats and many more visit: http://www.btinternet.com/~rrnotes/psywarsoc/fleaf/gulfapp.htm (84) http://www.fair.org/extra/best-of-extra/gulf-war-not-true.html (85)

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Problems of Copyright Management and Control Technologies Profiling and Data Mining At their most basic copyright management and control technologies might simply be used to provide pricing information, negotiate the purchase transaction, and release a copy of a work for downloading to the customer's computer. Still, from a technological point of view, such systems also have the capacity to be employed for digital monitoring. Copyright owners could for example use the transaction records generated by their copyright management systems to learn more about their customers. Profiles, in their crudest form consisting of basic demographic information, about the purchasers of copyrighted material might be created. Moreover copyright owners could use search agents or complex data mining techniques to gather more information about their customers that could either be used to market other works or being sold to third parties. Fair Use Through the widespread use of copyright management and control systems the balance of control could excessively be shifted in favor of the owners of intellectual property. The currently by copyright law supported practice of fair use might potentially be restricted or even eliminated. While information in analogue form can easily be reproduced, the protection of digital works through copyright management systems might complicate or make impossible the copying of material for purposes, which are explicitly exempt under the doctrine of fair use. Provisions concerning technological protection measures and fair use are stated in the DMCA, which provides that "Since copying of a work may be a fair use under appropriate circumstances, section 1201 does not prohibit the act of circumventing a technological measure that prevents copying. By contrast, since the fair use doctrine is not a defense e to the act of gaining unauthorized access to a work, the act of circumventing a technological measure in order to gain access is prohibited." Also the proposed EU Directive on copyright and related rights in the information society contains similar clauses. It distinguishes between the circumvention of technical protection systems for lawful purposes (fair use) and the circumvention to infringe copyright. Yet besides a still existing lack of legal clarity also very practical problems arise. Even if the circumvention of technological protection measures under fair use is allowed, how will an average user without specialized technological know-how be able to gain access or make a copy of a work? Will the producers of copyright management and control systems provide fair use versions that permit the reproduction of copyrighted material? Or will users only be able to access and copy works if they hold a digital "fair use license" ("fair use licenses" have been proposed by Mark Stefik, whereby holders of such licenses could exercise some limited "permissions" to use a digital work without a fee)?

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Server A server is program, not a computer, as it sometimes said, dedicated to store files, manage printers and network traffic, or process database queries. Web sites, the nodes of the World Wide Web (WWW), e.g., are stored on servers.

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Invention According to the WIPO an invention is a "... novel idea which permits in practice the solution of a specific problem in the field of technology." Concerning its protection by law the idea "... must be new in the sense that is has not already been published or publicly used; it must be non-obvious in the sense that it would not have occurred to any specialist in the particular industrial field, had such a specialist been asked to find a solution to the particular problem; and it must be capable of industrial application in the sense that it can be industrially manufactured or used." Protection can be obtained through a patent (granted by a government office) and typically is limited to 20 years.

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