Journal articles on the topic 'Electronic commerce. Microsoft .NET'

This article focuses on the "sun garden residential property management system design and realization of the development process, from feasibility studies to the system put into use in the documentation. Object-oriented analysis and design methods and tools, and advanced. NET technologies that described the system design and implementation. Development of this system. Net Framework 3.5-based platform using the ASP.NET + SQL Server 2005, six-story mode (GM layer, physical layer, interface layer, data access layer, business layer, presentation layer) to develop generic layer is mainly complete global support functions, the physical layer is responsible for packaging and delivery of data in the entire system, the interface layer is responsible for defining interfaces, data access layer is responsible for the interaction with the data source, data insert, delete, modify, and read data from the database operation, the business layer is responsible for business logic processing, responsible for the logical data generation, processing and conversion, the presentation layer is responsible for receiving user data, the output presented to the user, and access security authentication. Development environment for the Microsoft Visual Studio NET 2008. Use the Microsoft Visual Studio NET 2008 to achieve the logic code.

Electronic commerce has rapidly become a reality giving rise to significant changes in the relationship between vendor/client and thus deserving a deep analysis. In the present scenario, businesses are called upon to provide products that are becoming more and more like services, and the client is invited to enter into a form of relationship marketing. In reference to this aspect of the development of electronic commerce, the present paper proposes a taxonomy of user/client behavior with reference to three factors a) the behavior of users in regard to the supplier of products b) the behavior of users within the Net c) the way in which users process the information content of messages elaborated by product supplier.

The international trade theories assume complete information on demand, supply, prices, product specification and technologies but such assumptions generally do not hold. In particular information is inadequate for both the importers and exporters to make optimal choices. Obviously countries with elaborate information mechanism move closer to their export and import potential than those who lack such mechanism. It is therefore, no wonder that the governments help producers in organising exhibitions, fairs etc for introducing their products. The advent of information technology, e.g. e-mail, Internet and Web sites, provides easy access to information. It provides an opportunity to introduce products and assess the demand for the products and at the same time allows importers to reach the minimum cost source. This also allows the producers to acquire technologies and explore the possibilities of subcontracting. Needless to add that the expanded net work affects disproportionately different producers and different countries; it depends on the intensity of use of electronic commerce

The Secure Electronic Transaction (SET) is a convention intended for ensuring Visa exchanges over the Internet. It is an industry-supported standard that was shaped by Master Card and Visa (going about as the administering body) in February 1996. To advance the SET standard all through the installments network, exhortation and help for its improvement have been given by IBM, GTE, Microsoft, Netscape, RSA, SAIC, Terisa and VeriSign. SET depends on cryptography and X.509 v3 computerized certificates to guarantee message confidentiality and security. SET is the main Internet exchange convention to give security through validation. It battles the danger of exchange data being changed in travel by keeping data safely encoded consistently and by utilizing computerized certificates to confirm the personality of those getting to installment points of interest. The specifications of and approaches to encourage secure installment card exchanges on the Internet are completely investigated in this paper.

In Physical terms, the Net—a term used generically—is a global system of computer linked by optical cable, telephone connections, microwave, and satellites. It comprises a number of individual networks, from LANs (Local Area Networks in individual institutions) to the largest, the Internet. (See Appendix Glossary for terminology explanations.) In January 1993, the Matrix News estimated that the Net comprised 2,152,000 host computers and 18,150,000 users. Now, in mid-1995, these figures are 3,500,000 host computers and 55 million users world-wide. From its beginnings in the U.S. military establishment, it now reaches into education, research, business and commerce, government, and private use. France is connecting its entire education system to the Internet. And the U.S.A. is leading the way not only in numbers of connections to the Internet, but also in providing access for non-university education fields. The Net is arguably the most dramatic new communications technology of the latter part of the 20th century.

The discussion of online payments, while ultimately being a key issue for the future Information SuperHighway, is as significant now as it ever will be. The explosive increase in the use of the Internet has seen the emergence of commercial services and pressures previously restricted to Compuserve and the like. Many predictions see this burgeoning electronic marketplace becoming a significant component of the world economy. However this can only happen once two key problems have been addressed, namely, protecting property rights and Making payments. This has led to a frantic battle for payment mechanisms that can provide the new medium with the means of conducting transactions. Briefly examines the inexorable evolution of money into electronic forms and discusses the alternative types of payment mechanisms proposed, on trial or in use on the Internet. Identifies the key commercial requirements that successful use of the Internet will impose on a payment mechanism, and use these requirements to evaluate each of the mechanisms to determine which (if any) are really suitable for electronic commerce.

<span style="font-size: 9pt; font-family: 'Times New Roman', serif;">Covid-19 has dramatically spread globally and dramatically made several effects in almost all sectors. Electronic commerce and electronic payment systems are important sectors which affected directly by the Covid-19 pandemic. Online markets and electronic payment systems have been recognized as one of the fastest-growing technology in the last decade even within normal situations. However, several factors may influence such growth, which many consider as barriers or enablers of using the electronic payment system. This study aims to shed the light on the influence of Covid-19 on the electronic payment system from trust and competence perspectives. The study employed both qualitative and quantitative methodological approaches for data collection and analysis. The data was collected from 31 semi-structured interviews, 718 surveys, and annual reports. NVivo, Microsoft Visio, and Microsoft power business intelligence were used for the data analysis process. As a part of this study, a proposed framework has been developed which includes both technical and managerial parts.</span>

The objectives of this study are to develop e-Commerce self-assessment application based on research and to evaluate the adoption of the system by using the Technology Acceptance Model (TAM) which are designed for SMEs self-assessment and the government agencies are able to retrieve the report. The system development deployed Microsoft .NET CORE Technology with C# language, HTML/CSS/JS for Mobile Web Development. All data will store on Aurora RDS. The web deployed on Amazon public cloud that will automatic scale when a lot of traffic arrived. Since the indicators from the research have been developed as an application, users will be able to use it conveniently anytime and anywhere. The system will help entrepreneurs realize the level of ecommerce knowledge of their own in various areas and help them to know what needs to be improved and more importantly, government officials can allocate budget for training in order to improve entrepreneurs’ performance. The evaluation result of system adoption in 30 cosmetic and supplementary food entrepreneurs showed that for Perceive Usefulness, the use of application systematically revealed the strength, weakness and potential of themselves and was beneficial for self-assessment in online selling skills, <em>xÌ„</em> = 4.50 equally. Perceived Ease of Use, it is very easy to do self-assessment through application, <em>xÌ„</em> = 4.63. Attitude Toward Using, in general, the attitude toward using the application was positive, <em>xÌ„</em> = 4.73. Behavioral Intention to Use, the intention to use this application in the future, <em>xÌ„</em> = 4.57 and 100% of 30 respondents were interested to use the system.

Today's market scenario is totally changed. In today's present market scenario customers will describe their specifications and manufacturers, distributors or retailers will try to supply it. In fact this is because of the choosy customers. Today manufacturer has to offer more and more varieties of product to the customers through advertising media such as television, print media, web etc. Many advertisements are coming up on the NET. Therefore business houses have to set up attractive electronic marketplace to attract customers. In Manipur, industries like agro based industry and handloom and handicraft industry produced different items for its own use and to export to other state of India. The numbers of Internet users in the state are increasing exponentially. Organisations can think to exploit the advantages of using Internet through BSNL, NIC and STPI Imphal. With the facilities available in Manipur, it is high time to exploit the potential of electronic commerce. So, organisations must be willing to change the way they do business. This is the right time to go for electronic commerce business by setting up electronic commerce website in Manipur. In fact, state government needs to play a big role in the formulation and implementation of electronic commerce as per IT policy of Manipur.

Web service is accepted by all communities of services due to its interoperability, flexibility of design and architecture. Improving performance is the key research point for developers and researchers. We propose to design, develop and implement a prototype research electronic automated teller machine web service to study the loads, performance and scalability of the service. The service is based on Visual Studio .NET framework. It is developed by using C# as programming language, Internet Information Service (Version: 2005) as web server and, Microsoft Structured Query Language as database server. To study its different aspects the service has been tested by deploying it on Mercury LoadRunner (Version 8.1). In this paper we will present the architecture, testing procedure, results of performance testing as well as results of statistical analysis on recorded data of the service.

AbstractThe main aim of this paper is to analyze the electronic banking services in Kosovo’s banking net profit during the period 2013 - 2017. The paper discusses the role that these services have played in the development of the banking industry, modernization of e-commerce, and economic growth. These services provide higher security, faster and easier access by reducing transaction costs, access to more distant markets, and access to many products and services. The main paper results have shown that E-banking services have the highest positive impact in banking net profit, while automated teller machine services have shown a slight positive impact. The highest positive correlation results have been seen in point-of-sale services, whereas automated teller machine services showed a negative correlation in banking net profit in Kosovo during the research period. The constant increase of demand for these services has enabled banks to increase their profits in the banking market of Kosovo. Therefore, the paper finds that commercial banks in Kosovo should increase their focus on the advancement and development of electronic banking services (particularly, E-Banking services which are very practical and can be easily used anywhere and anytime).

Internet growing very fast nowadays. One of it’s widely known application is online transaction or usually called e-commerce. This research mainly discuss about factors which affect customer behavioral intentions, including word-of-mouth, repurchase intentions and site revisit. Those factors are e-service quality, satisfaction and trust. The study uses descriptive research design, which use non-probability sampling applying judgemental sampling techniques. The data collected by spreading the questionnaire with total sample of 228 respondents who are Lazada’s customer. The hypotheses are tested with structural equation modelling. The study showed that e-service quality has indirect relationship with behavioral intentions through satisfaction. However, e-service quality is not significantly directly related with behavioral intentions. While trust are strongly related with behavioral intentions. Keywords: Electronic Commerce, E-Service Quality, Trust, Satisfaction, Online Retailing, Lazada Indonesia

Straipsnyje nagrinėjama elektroninės komercijos ir pridėtinės vertės mokesčio suderinamumo dilema. Daugiausia dėmesio skiriama naujai sukurtai ir nuo 2004 m. gegužės 1 d. Lietuvoje įsigaliojusiai apmokestinimo schemai, kuri taikoma specialiai elektroniniu būdu teikiamoms paslaugoms. Pardavėjams, užsiimantiems elektronine komercija, keliami dideli reikalavimai, todėl pabrėžiama, kad pareigos, kurias įtvirtina teisės normos, neatitinka galimybių, kurias suteikia informacinės technologijos. Net ir nauji pridėtinės vertės mokesčio pokyčiai ne iki galo suderino mokesčių institucijų ir elektronine komercija užsiimančių pardavėjų tarpusavio santykius. Naujoji schema – tai tik pirmas, tačiau reikšmingas žingsnis siekiant tradicinį pridėtinės vertės mokestį efektyviai pritaikyti naujai komercijos formai.Value added tax in electronic commerceIrmantas Rotomskis, Darius Štitilis SummaryElectronic space is steadily gaining popularity as an attractive environment for business organisation. Electronic dispatch of goods in a digital form allowing to avoid traditional checking procedure, increased level of anonymity of operations carried out within internet, introduction of electronic currency, and considerable mobility of electronic commerce account for the governmental institutions’ concern about effective application of tax rates that have existed up until now. Special attention is given to the value added tax (VAT) as its regulation by current legislation has become largely ineffective in terms of newly-introduced business models.Criticism of VAT for its poor effectivity in the area of electronic commerce was based, to a degree, on the circumstance that identification of the second party of a deed, that is the buyer, was impossible. Most authors argue that information technologies allow to identify only the IP of a computer system, not a subject who used it. The main objective of this article is to analyse the dilemma of e-commerce and value added tax (VAT) compatibility. A search for effective ways of imposing a VAT tax on electronic commerce lasted in the European Union up till 2000. In 2002, the adoption of the Sixth Directive “On Value Added Tax” consolidated a new pattern applied to the taxation of services rendered exclusively in an electronic way. Requirements of this Directive are in force also in the Republic of Lithuania since 1 May 2004.High demands are raised to the e-commerce sellers, therefore the focus is set on inadequateness between obligations which are definite in legal norms and opportunities which e-commerce provides. Even the new changes applying VAT does not wholly balance the relationship between tax institutions and e-commerce sellers. The new scheme is a first step to the efficient application of traditional VAT to the new form of commerce.

Since the late 1990s, people have enjoyed a comfortable lifestyle. Mobile devices supported by the development of wireless networks have spread throughout the world. People can get information, order tickets, download songs and perform commercial transactions, called mobile commerce. Mobile commerce applications become the most popular application for mobile device users who want to do business and financial transactions easily and securely, anytime and anywhere they are. Today the use of physical cash is experiencing a decline in popularity in the business world, because it is being replaced by non-physical payments are often called electronic money (e-money). An important technology behind mobile payments is called Near Field Communication (NFC). As an indication that the NFC has tremendous business potential, leading companies like Nokia, Microsoft, Visa Inc., and MasterCard Worldwide and NXP Semiconductors, is actively engaged on them. Payment processing integrated with NFC technology based mobile operating system that is a trend today is Android that support NFC technology is version 2.3.3 Gingerbread. The prototype application is designed to pay for 2 on the user side of the user as consumer and the merchant side as a trader or seller by using the handset that already have NFC technology is Google Samsung Nexus S. Pay an application prototype also implements the concept of security in e-commerce transactions by using the protocol-to-Tag Tag so that the user needs for security and comfort during the financial transaction are met. DOI: 10.18495/comengapp.11.001012

<p><em>This study focused on testing and verifying the 2003 DeLone and McLean Model (otherwise known as the Information System Success [ISS] Model), which represents the achievement of success in electronic systems, including smartphone commercial applications. Previous studies indicated that the DeLone and McLean Model has not been validated experimentally in the context of m-commerce, as there exist some differences between m-commerce and e-commerce. Moreover, the ISS model, for the m-commerce field, has been highly debated in terms of constructs such as perceived usefulness and IS use. These constructs create discrepancies in the acceptance of the ISS Model for the m-commerce field, especially in communities that have different technological requirements than other global communities. Previous studies focusing on the relationship between culture and electronic systems indicated that there are differences in the communities’ requirements that will directly affect the success of those electronic systems in Arabic communities. According to previous studies, there are verification shortages in the ISS model used to evaluate the success of m-commerce systems. The ISS model consists of six dimensions, which are system quality, information quality, service quality, user satisfaction, intention to use, and net benefit. The structural equation modelling technique was applied to the data for this model, which was collected by questionnaire. Responses were gathered from 803 actual users of online purchasing systems from three Arabic Gulf countries (171 from Qatar, 246 from the United Arab Emirates [UAE], and 386 from Saudi Arabia [KSA]). According to empirical evidence on the intention to use construct, which in turn is affected significantly by system quality and information quality constructs, reusing m-commerce applications is associated with quality of systems and information requirements in commercial applications. The results of this study on Arabic society will be beneficial for many future studies, such as ones determining the target characteristics of Arabic technology users and, especially, what features can be added to increase the level of satisfaction with m-commerce applications. This paper contributes several important implications to the field and discusses the additions and limitations that should be addressed in future studies.</em></p>

Purpose – Electronic commerce or e-commerce constitutes a commercial activity on the rise. Although it has many advantages, there are several lingering factors that prevent its consolidation, such as the lack of trust of the potential consumer/user. In order to overcome that obstacle, instruments of self-regulation were created in the field of advertising. Firms that wish to distinguish themselves favorably against their competitors have the option of adopting those instruments, which play a praiseworthy role regarding the target audience and constitutes a considerable improvement of consumer rights. However, on occasions, problems arise in the market when those systems of self-regulation bind third parties that did not voluntarily enter into a contract. This paper tackles the question of if self-regulation of advertising in the net can be put in place should it affects the honor of the third party not committed with the fair-practices document. Methodology/approach/design – In this article, we will refer to the particularities that arise from a case concerning the Chilean Law no. 20,168, of 2007, on unfair competition and self-regulation of advertising in the Internet pertaining WOM, Movistar, Entel, Claro and Virgin. Findings – The Chilean Law no. 20,168, of 2007 contributes to the goal of discouraging conduct contrary to good faith or good practices in advertising in conjunction with codes of conduct that have been approved in the field related to the systems of self-regulation.

Purpose The popularity of social networks has created business opportunities to the electronic commerce environment, being recently named as social commerce. The purpose of this paper is to analyze – from the perspective of the consumer – the main factors and characteristics (personal or related to the products bought) that have influenced consumers to participate in social commerce buying, recommending, comparing and sharing information about products and services in online marketplace and communities. Design/methodology/approach The study is characterized as an exploratory descriptive research, operationalized through a survey, applied to 229 participants of the social network Facebook. The research involves a qualitative stage for identifying potential variables that influence the participation of consumers in social commerce, followed by a quantitative one, including data collection procedures, validation and data analysis. Findings The results show trust, perceived usefulness and information quality as the factors that most influence consumer participation in social commerce, being trust in the website the main predictor. Concerning the characteristics, the findings also show that more expensive products and products classified as computers and electronics use ratings, recommendations and comments online more intensively than books, travel, household appliances and fashion products. Research limitations/implications As limitations of the study, the authors highlight the small number of interviews conducted during the qualitative stage, which may have left out other relevant factors of the analysis on consumers’ participation in social commerce. Another limitation refers to the selection of the participants of the study; all members of the social network Facebook are identified by the contact net of the authors – though it has been tried to enlarge this contact list by requesting the respondents to share the questionnaire link with their acquaintances, we should be cautious about the generalization of the results. Originality/value The study proposes an instrument to identify factors and characteristics that are taken into consideration by the consumers when participating in social commerce. Such a tool can be replicated by firms included in this type of commerce, in order to evaluate the behavior and perception of their customers about their performance in the online environment. This study also highlights trust, information quality and perceived usefulness of the website as the most influencing factors of the consumers’ participation in social commerce. In addition, the authors identified that more expensive products and products classified as computers and electronics seem to use more intensively ratings, recommendations and comments online provided by other people. This fact supports the research literature that (positive or negative) online recommendations influence the consumers purchase behavior, reducing uncertainties about the products and increasing credibility and trust.

In 2001 Germany implemented a new electronic reporting system for surveillance of notifiable infectious diseases (SurvNet@RKI). The system is currently being used in all 431 local health departments (LHD), the 16 state health departments (SHD) and the Robert Koch-Institut (RKI), the national agency for infectious disease epidemiology. The SurvNet@RKI software is written in MS Access 97 and Visual Basic and it supports MS Access as well as MS SQL Server database management systems as a back-end. The database is designed as a distributed, dynamic database for 73 reporting categories with more than 600 fields and about 7000 predefined entry values. An integrated version management system documents deletion, undeletion, completion and correction of cases at any time and entry level and allows reproduction of previously conducted queries. Integrated algorithms and help functions support data quality and the application of case definitions. RKI makes the system available to all LHDs and SHDs free of charge. RKI receives an average of 300 000 case reports and 6240 outbreak reports per year through this system. A public web-based query interface, SurvStat@RKI, assures extensive and timely publication of the data. During the 5 years that SurvNet@RKI has been running in all LHDs and SHDs in Germany it has coped well with a complex federal structure which makes this system particularly attractive to multinational surveillance networks. The system is currently being migrated to Microsoft C#/.NET and transport formats in XML. Based on our experiences, we provide recommendations for the design and implementation of national or international electronic surveillance systems.

<span>E-commerce is an emerging and convergence of numerous main information technologies in business practices. E-commerce is an online website where the sale or buys of merchandise ordered electronically. It gives a simple approach to sell items to customers. In the applications suffers payments issues; for example, electronic transactions utilizing Visas or debit cards, net banking, PayPal or different tokens have more consistency problems and are at expanded hazard from being focused than different sites as they suffer more outcomes if there is information loss or modification. An Enhanced High-Speed Key Transmission (EHSKT) Technique is proposed for secure and efficient payment transactions and avoids fraud activity. The proposed system works based UUID (Universally Unique Identifier) to generate a unique id for payment transactions. Proposed system generates Unique id have a combination of number, alphabets, &amp; special character to avoid fraud users. The proposed design reduces the encryption, decryption time and key complexity. Based on Experimental evaluations, proposed methodology reduces 4.73 AD (Average Delay), 23.91 EC (Energy Consumption), 0.95 ET (Encryption Time), 0.85 DT (Decryption Time) and improves 59.8% (Throughput) compared than existing methodologies.</span>

ABSTRAKIndustri retail adalah industri yang kegiatan usahanya menyediakan produk dalam bentuk barang dan atau jasa kepada individu, diri sendiri, keluarga atau rumah tangga. Pada tahun 2016 dalam pengembangan retail global, tercatat bahwa Indonesia termasuk dalam 5 negara retail paling aktif serta berada di antara 5 negara dengan penjualan terbesar di Asia. Dalam beberapa tahun terakhir telah terjadi banyak penutupan gerai retail di Indonesia. Kondisi retail saat ini di Indonesia menghadapi banyak masalah, salah satunya adalah distorsi pendapatan baru, yaitu retail yang tidak memiliki tempat atau disebut perdagangan elektronik (E-commerce). E-commerce melibatkan pembelian dan penjualan produk (seperti barang fisik, produk atau layanan digital) yang ditransaksikan melalui jaringan komputer. Penelitian ini menggunakan data dari 23 perusahaan untuk menggambarkan kondisi bisnis retail di Indonesia. Data dikumpulkan dari 2013 hingga 2017 dan dianalisis menggunakan regresi data panel dengan tiga pendekatan Altman, Springate dan Zmijewski. Semua perusahaan mengalami penurunan kinerja keuangan. Faktor-faktor yang mempengaruhi kesulitan keuangan adalah margin laba bersih, rasio saat ini, ukuran perusahaan dan total perputaran aset Kata Kunci:Ritel, Kesulitan Keuangan Perusahaan, Kinerja keuangan ABSTRACTRetail industry is an industry whose business activities provide products in the form of goods and or services to individuals, themselves, families or households. In the past few years there have been many closures of retail outlets in Indonesia. In 2016 in global retail development, it was noted that Indonesia was included in the 5 most active retail countries as well as being among the 5 countries with the biggest sales in Asia. In recent years there have been many closures of retail outlets in Indonesia. The current retail condition in Indonesia faces many problems, one of which is the distortion of new income, namely retail that has no place or so-called electronic commerce (e-commerce). E-commerce involves buying and selling products (such as physical goods, digital products or services) that are transacted through computer networks.This study uses data from 23 companies to describe the condition of the retail business in Indonesia. Data collected from 2013 to 2017 and analyzed using panel data regression with three approaches Altman, Springate and Zmijewski. All companies experienced a decline in financial performance. The factors that influence the condition of financial distress are net profit margin, current ratio, size of firm and total asset turn over. Keywords:Retail, Financial Distress, Financial Performance.

The Online Shopping is a web based application intended for online retailers. The main objective of this application is to make it interactive and its ease of use. Electronic Commerce is process of doing business through computer networks. A person sitting on his chair in front of a computer can access all the facilities of the Internet to buy or sell the products. Unlike traditional commerce that is carried out physically with effort of a person to go & get products, ecommerce has made it easier for human to reduce physical work and to save time. It Provide full electrical work for home and shops etc... We are full responsibility for the work and the website was also include employee allocation details for admin only. In today’s fast-changing business environment, it’s extremely important to be able to respond to client needs in the most effective and timely manner. If their customers wish to see our business online and have instant access to your products or services. Using asp .net for creating this website , Developing Language is C#, Designing languages are CSS and Html. These include multi-tiered architecture, server and client side scripting techniques, implementation technologies such as ASP.NET, programming language (such as C#) and relational databases. The search engine provides an easy and convenient way to search for products where a user can Search for a product interactively and the search engine would refine the products available based on the user’s input.

Today, automatic control is increasingly associated with the capabilities of electronic compu-ting. If at the stage of the origin of the control theory, regulators were mainly mechanical de-vices with the simplest kinematics, now most regulators in production are electronic computing devices containing a Central processor, analog - to - digital converters, amplifiers, auxiliary switching equipment, peripheral devices as part of a human-machine interface. Responsibility for the correct and trouble-free operation and operation of such equipment is assigned to soft-ware that is a program code written in a specific programming language (Java, Python, C++, Pascal). Certain languages are adapted for specific purposes that determine their prevalence. Developed in 1998–2001 by Microsoft specialists, the object-oriented C# language has now gained considerable popularity due to its expressive syntax and ease of learning. The syntax of the language aims to level the complexity of C++, providing such impressive features as the use of lambda expressions, delegates, as well as providing direct access to memory. The number of applications written to date written in C# is incalculable due to the cross-platform nature of the .NET Core. For this reason, the authors attempted to consider the possibility of writing a software algorithm for a classical PID controller in the chain of the simplest first-order aperiodic link using this programming language.

Cloud computing is a new paradigm in E-learning environment. It offers a wide range of facilities to students and teachers, especially in the universities to ease out their problem in terms of documents sharing, course material distribution and handling, desktop sharing by the teachers to teach their students, and in terms of Voice over IP (VOIP) and video conferencing for the smooth communication with each other. In this modern world, e-learning can be improved by utilizing these and similar to these cloud based applications. The core objective of this paper is to find out how e-learning can be more effective by utilizing the cloud based educational applications and what is the role of these applications in increasing the efficiency of electronic learning in the universities of Jordan. The study is evidence from Jordan and data was collected from teachers and students of five major universities of Jordan through an online survey tool. Results shows that there is a positive highly significant relation between clouds based educational applications such as Google App Microsoft, Amazon, IBM, Google Drive, Team viewer, Skype, Net meeting, WebEx with the electronic learning in Jordan Universities. Findings are beneficial for those universities and educational institute which are not using or offering these cloud based educational applications, so they will come to know how these applications can play a vital role in e-learning educations.

ABSTRACT: Foot-and-mouth disease represents an important barrier to the international commerce of animal products, potentially associated with significant economic losses. The systematic vaccination of bovines and buffaloes was fundamental for the eradication of this disease; however, the use of vaccines can lead to reactions at the application site. The objectives of this study were to evaluate the effects of the vaccination protocol to the production of dairy cows and to observe the occurrence of vaccinal reactions in the animals. At one property located in the municipality of Salvador do Sul, Rio Grande do Sul, 270 dairy cows were vaccinated against foot-and-mouth disease in May 2019. The vaccine was administered via a subcutaneous application using disposable syringes and needles for each animal. Inspection of the animals was performed before and 20 days after the vaccination to verify the presence of reactions to the vaccine. The study’s sample was set by convenience, including 203 lactating animals with or without bovine somatotropin (BST) administration during the data collection period, which was limited to 20 days before and 20 days after the vaccination. Milk production data was obtained through SmartDairy® HerdMetrix™ software, tabulated in electronic spreadsheets using Microsoft Excel® and processed using the program SAS®, considering a 5% significance level for mixed model statistical analysis. A total of 160 animals (78.82%) presented local lesions at the application site, even when the recommended vaccination practices were followed, suggesting that the high reaction power was provoked by the vaccinal components. In regards to milk production, a statistically significant (p<0.05) decrease of 0.30kg of milk per animal/day was observed in the average daily production in the 20 days post-vaccination. These results demonstrate the local and systemic effects caused by the foot-and-mouth disease vaccine, evidenced by reduced levels of milk production and the occurrence of vaccine reactions, implying significant economic losses.

A agricultura familiar representa um segmento de grande importância econômica e social para o meio rural brasileiro. Devido a essa importância, observa-se um crescente interesse do governo por esse segmento, que se materializa em forma de políticas públicas. Dessa forma, em 2011, o Ministério do Desenvolvimento Agrário (MDA) criou o Programa Rede Brasil Rural, uma ferramenta virtual que visa facilitar o contato entre as cooperativas e associações de produtores rurais e os fornecedores de insumos, a logística de transporte e os consumidores públicos e privados. O principal objetivo da rede é auxiliar na comercialização, seja dos insumos necessários à produção, seja dos produtos procedentes da agricultura familiar através de uma plataforma eletrônica. O propósito do Programa Rede Brasil Rural é inserir novos conceitos e ampliar o limite geográfico de comercialização para o segmento através do comércio eletrônico. O objetivo desse estudo é escrever os mecanismos de funcionamento da Rede Brasil Rural, as medidas adotadas pelo governo para implantação do programa, os principais parceiros, as Contribuições que a rede proporcionará à agricultura familiar, além dos desafios a serem superados. Rural Brazil Net Work: Innovation Within The Family Agriculture Context ABSTRACT: Family agriculture is a segment of high economic and social importance for the Brazilian rural region. There is an increasing interest by the government manifested in public policies. The Ministry of Agrarian Development established in 2011 the Rural Brazil Network Program, a virtual tool that facilitates contact between cooperatives and associations of rural producers, suppliers, transport logistics and public and private consumers. The network´s main aim is the commercialization of required production supplies and of products produced by family agriculture through an electronic platform. Rural Brazil Network Program inserts new concepts and amplifies the geographical limit of commercialization for the segment through electronic commerce. Current analysis describes the functioning of the Rural Brazil Network Program, the measures worked by the government to adopt the program, the main partners, the contributions that the network provides to family agriculture and the challenges that should be coped with. KEYWORDS: Family Agriculture; Agricultural Commercialization; Electronic Commercialization; Rural Brazil Network

Background As of July 17, 2020, the COVID-19 pandemic has affected over 14 million people worldwide, with over 3.68 million cases in the United States. As the number of COVID-19 cases increased in Massachusetts, the Massachusetts Department of Public Health mandated that all health care workers be screened for symptoms daily prior to entering any hospital or health care facility. We rapidly created a digital COVID-19 symptom screening tool to enable this screening for a large, academic, integrated health care delivery system, Partners HealthCare, in Boston, Massachusetts. Objective The aim of this study is to describe the design and development of the COVID Pass COVID-19 symptom screening application and report aggregate usage data from the first three months of its use across the organization. Methods Using agile principles, we designed, tested, and implemented a solution over the span of one week using progressively customized development approaches as the requirements and use case become more solidified. We developed the minimum viable product (MVP) of a mobile-responsive, web-based, self-service application using research electronic data capture (REDCap). For employees without access to a computer or mobile device to use the self-service application, we established a manual process where in-person, socially distanced screeners asked employees entering the site if they have symptoms and then manually recorded the responses in an Office 365 Form. A custom .NET Framework application solution was developed as COVID Pass was scaled. We collected log data from the .NET application, REDCap, and Microsoft Office 365 from the first three months of enterprise deployment (March 30 to June 30, 2020). Aggregate descriptive statistics, including overall employee attestations by day and site, employee attestations by application method (COVID Pass automatic screening vs manual screening), employee attestations by time of day, and percentage of employees reporting COVID-19 symptoms, were obtained. Results We rapidly created the MVP and gradually deployed it across the hospitals in our organization. By the end of the first week, the screening application was being used by over 25,000 employees each weekday. After three months, 2,169,406 attestations were recorded with COVID Pass. Over this period, 1865/160,159 employees (1.2%) reported positive symptoms. 1,976,379 of the 2,169,406 attestations (91.1%) were generated from the self-service screening application. The remainder were generated either from manual attestation processes (174,865/2,169,406, 8.1%) or COVID Pass kiosks (25,133/2,169,406, 1.2%). Hospital staff continued to work 24 hours per day, with staff attestations peaking around shift changes between 7 and 8 AM, 2 and 3 PM, 4 and 6 PM, and 11 PM and midnight. Conclusions Using rapid, agile development, we quickly created and deployed a dedicated employee attestation application that gained widespread adoption and use within our health system. Further, we identified 1865 symptomatic employees who otherwise may have come to work, potentially putting others at risk. We share the story of our implementation, lessons learned, and source code (via GitHub) for other institutions who may want to implement similar solutions.

The paper deals with the activity of Lithuanian mobile communications operators in the context of two-sided market. One knows that value of goods and services grows with an increasing number of people using them. There are products that are used in conjunction with other products at the same time. The latter, when used alone, are almost worthless. Buyers who use these products make up networks. In these networks user utility grows logging in new users. The market characterized by this feature is called a network market and its positive effect of consumption is network externality. Network externality is the situation when consumer utility by good consumption increases with the number of other agents consuming the good or in other words network externality is the increase of net value of action resulting from the growth of the same number of users performing that action. In economic literature generally considered products where network externality can occur are: fax machines, telecommunication networks, credit cards, computer hardware and software, etc. There are two types of network externality: direct and indirect. The direct network externality is generated by the consumption of the same product. The indirect network externality occurs when product value is added by a growing number of substitutions. A good example of this kind is computers and their software. This effect is often called a hardware-software paradigm. The indirect network externality is related to minimum two markets. One, that is exposed to influence and the other (or others) that exposes. In economic literature it is possible to find the term cross-network externality. It is argued that this externality occurs between mobile calls and cellphone sales in the context of two-sided market. One side is cellphone calls and the other is cellphones. It is argued that the profit decline on the cost of subsidizing cellphones is offsetted by an increase in profits from sales of calls. So, this method helps to increase the demand for cellphone calls. This article presents the theoretical model of a two-sided market in a mobile communications area. The conditions of subsidization that is used in order to increase net profit are determined. The research of Lithuanian mobile calls demand is made. The main data sources of the study are reports on the electronic communications sector released by The Communications Regulatory Authority of the Republic of Lithuania (data concerning subscribers, calls’ prices and quantities) and United States Department of commerce Bureau of Economic Analysis (relates to price index of computers and peripherals). The main results of this estimation are introduced. The study shows that mobile calls’ demand does not depend on the sales of cellphones and that subsidization of cellphones does not stimulate the sales of mobile calls. Lithuanian operators use this subsidization only as a marketing tool in order to acquire bigger market share.DOI: http://dx.doi.org/10.5755/j01.ee.23.1.1225

An important component of successful economic activity of industrial enterprises is the optimal sales model combined with e-commerce opportunities. The article analyzed two construction materials manufacturing enterprises categories: those using exclusively a sales network for the promotion of their products, and those developing a direct sales system to the final consumer via electronic commerce. These are basically two different logistical approaches to the process of selling their own products. The efficiency of using e-commerce logistics means is determined by the correlation of sales expenses index with an indicator of enterprises' net income. It was proved sales expenses' indicator affects the dynamics of the net income indicator positively only for the enterprises using e-commerce logistics as a means of setting up a direct sales channel for their products. The article provides recommendations for creating an optimal logistics e-commerce system for construction materials manufacturing enterprises.

Agile software developments are hotspots of software development field in foreign countries. Metrics and big data will boost today's marketing leaders toward success. While the notion of the metrics-driven CMO is well-understood, marketers still struggle with how to apply agile and big data to deliver big business value. To do so successfully, they must get bigger their point of view further than promotional activities and center movements around their customers and their purchasing processes. Data mining metrics like this would give us great insight into whether the change was successful; whether it led to hairline fracture how it has changed user behavior, and whether it is delivering net value to the business in terms of the A/B test. The bottom few in the list could be used to track and improve it over time, considering there is some benefit to the business in terms of capturing the new data.

Electronic Wallet vendors are the financial service providers to the customers using software known as an ‘App’. Many customers feel more comfortable with cash free transaction as they always have a fear of insecurity to carry huge money, however every time the customer try to make purchases, they have to login, either by net banking or cards in order to complete the overall transaction. Many Electronic Wallet vendors expect huge traffic, frequent usage and customer loyalty towards their app. The gamification is emerging in e-commerce and the banks are looking for new ways to get more customers on their websites. In order to fulfill their expectation, Electronic Wallet vendors merge with ecommerce and design their app integrating gamification concept in such a way that the customers often transact and get satisfied with this application and it will reduce such huge process of net banking and make the customer to get engaged on their app. Therefore, it is important to study what are the most appreciated features of the website that could influence the behavior of the customer to use an electronic banking system with gaming features. Gaming techniques in Electronic Wallet app emerged as a dominant strategy in the digital payment space. E-commerce players and Electronic Wallet vendors have to make easy guidance, incentivize, and personalized experiences to the customers in order to achieve maximum conversions.

The challenge of the electronic commerce for the new century is going to be the step to the digital television, so that we go away to having to adapt at the rate of a television been founded on the diffusion, to a set of services of digital video based on the access. Of this form, the spectator of television is going to meet the possibility of interacting with the way, which supposes a change in the industry of the broadcast, so then though till now they were the distribution companies of information and entertainment the only ones with possibilities of controlling such events, the possibility of interaction the way on the part of the spectators of the digital television it will allow them intervening in the diffusion of information, which supposes a significant change for the hearing of the television. The companies must elaborate contents directed a users who are going to have access to will: it is necessary to offer them what want, when they want - this is VOD (video on demand) - Then the digital television not only is going to modify the way of doing television, but also the way of seeing television. The electronic market is guaranteeing positions in the commercial Spanish panorama, growth that becomes clear in the increase so much of the number of users as of the volume of business, of the number of economic operations by Internet and of the number of web pages of companies dedicated to the trade across the Net. This positive evolution of the market shows how a way technologically so new as it is Internet, has allowed that in only 15 years it could speak about a historical evolution of the same one. This makes foresee that the step and evolution of the electronic market from Internet to the digital television could have a similar evolution in acceptance and consolidation. Finally, the future of the electronic commerce not only is subject to the appearance of new commercial models, but also to the technology; this way, the following step, technologically speaking, it is that of the digital television, which interactive and to allow to the user a use similar to that of Internet, does to the being that the challenge of the electronic trade is to go on to this way and to evolve in agreement with the characteristics of the same one. The first problem to which one is going to face this market is that of the user's change: in Spain the Internet user (according to the AECE, Spanish Association of Electronic Trade) is for the most part a male, with an age understood between 25 and 34 years; the television, nevertheless, is a very spread way and within reach of all, which will suppose a change both in the content and in the way of presenting the information (definitively, the product that is wanted to sell). El reto del comercio electrónico para el nuevo siglo va a ser el paso a la televisión digital, de manera que nos vamos a tener que adaptar al cambio de una televisión fundada en la difusión, a un conjunto de servicios de video digital basados en el acceso. De esta forma, el espectador de televisión se va a encontrar con la posibilidad de interactuar con el medio, lo que supone un cambio en la industria de la teledifusión, pues si bien hasta ahora eran las empresas distribuidoras de información y entretenimiento las únicas con posibilidades de controlar tales eventos, la posibilidad de interacción con el medio por parte de los espectadores de la televisión digital permitirá a estos intervenir en la difusión de información, lo que supone un cambio significativo para la audiencia de la televisión. Las empresas deben elaborar contenidos dirigidos a un usuario que va a tener acceso a voluntad: hay que ofrecerle lo que quiera, cuando quiera -es decir VOD (video on demand)- Luego la televisión digital no sólo va a modificar la forma de hacer televisión, sino también la forma de ver televisión. El mercado electrónico está afianzando posiciones en el panorama comercial español, crecimiento que se hace patente en el aumento tanto del número de usuarios como del volumen de negocio, del número de operaciones económicas por Internet y del número de páginas web de empresas dedicadas al comercio a través de la Red. Esta evolución positiva del mercado muestra cómo un medio tecnológicamente tan joven como es Internet, ha permitido que en apenas 15 años se pueda hablar de una evolución histórica del mismo. Esto hace prever que el paso y evolución del mercado electrónico desde Internet a la televisión digital pueda tener una evolución parecida en aceptación y consolidación. Finalmente, el futuro del comercio electrónico no sólo está sujeto a la aparición de nuevos modelos comerciales, sino también a la tecnología; así, el siguiente paso, tecnológicamente hablando, es el de la televisión digital, la cual por ser interactiva y permitir al usuario un uso parecido al de Internet, hace que el reto del comercio electrónico sea pasar a este medio y evolucionar de acuerdo con las características del mismo. Uno de los primeros problemas a los que se va a enfrentar este mercado es el del cambio de usuario: en España el usuario de Internet (según la AECE, Asociación Española de Comercio Electrónico)es mayoritariamente varón, con una edad comprendida entre 25 y 34 años; la televisión, sin embargo, es un medio muy difundido y al alcance de todos, lo que supondrá un cambio tanto en el contenido como en la forma de presentar la información (en definitiva, el producto que se desea vender).

Introduction The recent AOL/Time-Warner merger invites us to re-think the relationships amongst content producers, distributors, and audiences. Worth an estimated $300 billion (US), the largest Internet transaction of all time, the deal is 45 times larger than the AOL/Netscape merger of November 1998 (Ledbetter). Additionally, the Time Warner/EMI merger, which followed hard on the heels of the AOL/Time-Warner deal and is itself worth $28 billion (US), created the largest content rights organisation in the music industry. The joining of the Internet giant (AOL) with what was already the world's largest media corporation (Time-Warner-EMI) has inspired some exuberant reactions. An Infoworld column proclaimed: The AOL/Time-Warner merger signals the demise of traditional media companies and the ascendancy of 'new economy' media companies that will force any industry hesitant to adopt a complete electronic-commerce strategy to rethink and put itself on Internet time. (Saap & Schwarrtz) This comment identifies the distribution channel as the dominant component of the "new economy" media. But this might not really be much of an innovation. Indeed, the assumption of all industry observers is that Time-Warner will provide broadband distribution (through its extensive cable holdings) as well as proprietary content for AOL. It is also expected that Time-Warner will adopt AOL's strategy of seeking sponsorship for development projects as well as for content. However, both of these phenomena -- merger and sponsorship -- are at least as old as radio. It seems that the Internet is merely repeating an old industrial strategy. Nonetheless, one important difference distinguishes the Internet from earlier media: its characterisation of the audience. Internet companies such as AOL and Microsoft tend towards a simple and simplistic media- centred view of the audience as market. I will show, however, that as the Internet assumes more of the traditional mass media functions, it will be forced to adopt a more sophisticated notion of the mass audience. Indeed, the Internet is currently the site in which audience definitions borrowed from broadcasting are encountering and merging with definitions borrowed from marketing. The Internet apparently lends itself to both models. As a result, definitions of what the Internet does or is, and of how we should understand the audience, are suitably confused and opaque. And the behaviour of big Internet players, such as AOL and MSN, perfectly reflects this confusion as they seem to careen between a view of the Internet as the new television and a contrasting view of the Internet as the new shopping mall. Meanwhile, Internet users move in ways that most observers fail to capture. For example, Baran and Davis characterise mass communication as a process involving (1) an organized sender, (2) engaged in the distribution of messages, (3) directed toward a large audience. They argue that broadcasting fits this model whereas a LISTSERV does not because, even though the LISTSERV may have very many subscribers, its content is filtered through a single person or Webmaster. But why is the Webmaster suddenly more determining than a network programmer or magazine editor? The distinction seems to grow out of the Internet's technological characteristics: it is an interactive pipeline, therefore its use necessarily excludes the possibility of "broadcasting" which in turn causes us to reject "traditional" notions of the audience. However, if a media organisation were to establish an AOL discussion group in order to promote Warner TV shows, for example, would not the resulting communication suddenly fall under the definition as set out by Baran and Davis? It was precisely the confusion around such definitions that caused the CRTC (Canada's broadcasting and telecommunications regulator) to hold hearings in 1999 to determine what kind of medium the Internet is. Unlike traditional broadcasting, Internet communication does indeed include the possibility of interactivity and niche communities. In this sense, it is closer to narrowcasting than to broadcasting even while maintaining the possibility of broadcasting. Hence, the nature of the audience using the Internet quickly becomes muddy. While such muddiness might have led us to sharpen our definitions of the audience, it seems instead to have led many to focus on the medium itself. For example, Morris & Ogan define the Internet as a mass medium because it addresses a mass audience mediated through technology (Morris & Ogan 39). They divide producers and audiences on the Internet into four groups: One-to-one asynchronous communication (e-mail); Many-to-many asynchronous communication (Usenet and News Groups); One-to-one, one-to-few, and one-to-many synchronous communication (topic groups, construction of an object, role-playing games, IRC chats, chat rooms); Asynchronous communication (searches, many-to-one, one-to-one, one to- many, source-receiver relations (Morris & Ogan 42-3) Thus, some Internet communication qualifies as mass communication while some does not. However, the focus remains firmly anchored on either the sender or the medium because the receiver --the audience -- is apparently too slippery to define. When definitions do address the content distributed over the Net, they make a distinction between passive reception and interactive participation. As the World Wide Web makes pre-packaged content the norm, the Internet increasingly resembles a traditional mass medium. Timothy Roscoe argues that the main focus of the World Wide Web is not the production of content (and, hence, the fulfilment of the Internet's democratic potential) but rather the presentation of already produced material: "the dominant activity in relation to the Web is not producing your own content but surfing for content" (Rosco 680). He concludes that if the emphasis is on viewing material, the Internet will become a medium similar to television. Within media studies, several models of the audience compete for dominance in the "new media" economy. Denis McQuail recalls how historically, the electronic media furthered the view of the audience as a "public". The audience was an aggregate of common interests. With broadcasting, the electronic audience was delocalised and socially decomposed (McQuail, Mass 212). According to McQuail, it was not a great step to move from understanding the audience as a dispersed "public" to thinking about the audience as itself a market, both for products and as a commodity to be sold to advertisers. McQuail defines this conception of the audience as an "aggregate of potential customers with a known social- economic profile at which a medium or message is directed" (McQuail, Mass 221). Oddly though, in light of the emancipatory claims made for the Internet, this is precisely the dominant view of the audience in the "new media economy". Media Audience as Market How does the marketing model characterise the relationship between audience and producer? According to McQuail, the marketing model links sender and receiver in a cash transaction between producer and consumer rather than in a communicative relationship between equal interlocutors. Such a model ignores the relationships amongst consumers. Indeed, neither the effectiveness of the communication nor the quality of the communicative experience matters. This model, explicitly calculating and implicitly manipulative, is characteristically a "view from the media" (McQuail, Audience 9). Some scholars, when discussing new media, no longer even refer to audiences. They speak of users or consumers (Pavick & Dennis). The logic of the marketing model lies in the changing revenue base for media industries. Advertising-supported media revenues have been dropping since the early 1990s while user-supported media such as cable, satellite, online services, and pay-per-view, have been steadily growing (Pavlik & Dennis 19). In the Internet-based media landscape, the audience is a revenue stream and a source of consumer information. As Bill Gates says, it is all about "eyeballs". In keeping with this view, AOL hopes to attract consumers with its "one-stop shopping and billing". And Internet providers such as MSN do not even consider their subscribers as "audiences". Instead, they work from a consumer model derived from the computer software industry: individuals make purchases without the seller providing content or thematising the likely use of the software. The analogy extends well beyond the transactional moment. The common practice of prototyping products and beta-testing software requires the participation of potential customers in the product development cycle not as a potential audience sharing meanings but as recalcitrant individuals able to uncover bugs. Hence, media companies like MTV now use the Internet as a source of sophisticated demographic research. Recently, MTV Asia established a Website as a marketing tool to collect preferences and audience profiles (Slater 50). The MTV audience is now part of the product development cycle. Another method for getting information involves the "cookie" file that automatically provides a Website with information about the user who logs on to a site (Pavick & Dennis). Simultaneously, though, both Microsoft and AOL have consciously shifted from user-subscription revenues to advertising in an effort to make online services more like television (Gomery; Darlin). For example, AOL has long tried to produce content through its own studios to generate sufficiently heavy traffic on its Internet service in order to garner profitable advertising fees (Young). However, AOL and Microsoft have had little success in providing content (Krantz; Manes). In fact, faced with the AOL/Time-Warner merger, Microsoft declared that it was in the software rather than the content business (Trott). In short, they are caught between a broadcasting model and a consumer model and their behaviour is characteristically erratic. Similarly, media companies such as Time-Warner have failed to establish their own portals. Indeed, Time-Warner even abandoned attempts to create large Websites to compete with other Internet services when it shut down its Pathfinder site (Egan). Instead it refocussed its Websites so as to blur the line between pitching products and covering them (Reid; Lyons). Since one strategy for gaining large audiences is the creation of portals - - large Websites that keep surfers within the confines of a single company's site by providing content -- this is the logic behind the AOL/Time-Warner merger though both companies have clearly been unsuccessful at precisely such attempts. AOL seems to hope that Time- Warner will act as its content specialist, providing the type of compelling material that will make users want to use AOL, whereas Time- Warner seems to hope that AOL will become its privileged pipeline to the hearts and minds of untold millions. Neither has a coherent view of the audience, how it behaves, or should behave. Consequently, their efforts have a distinctly "unmanaged" and slighly inexplicable air to them, as though everyone were simultaneously hopeful and clueless. While one might argue that the stage is set to capitalise on the audience as commodity, there are indications that the success of such an approach is far from guaranteed. First, the AOL/Time-Warner/EMI transaction, merely by existing, has sparked conflicts over proprietary rights. For example, the Recording Industry Association of America, representing Sony, Universal, BMG, Warner and EMI, recently launched a $6.8 billion lawsuit against MP3.com -- an AOL subsidiary -- for alleged copyright violations. Specifically, MP3.com is being sued for selling digitized music over the Internet without paying royalties to the record companies (Anderson). A similar lawsuit has recently been launched over the issue of re- broadcasting television programs over the Internet. The major US networks have joined together against Canadian Internet company iCravetv for the unlawful distribution of content. Both the iCravetv and the MP3.com cases show how dominant media players can marshal their forces to protect proprietary rights in both content and distribution. Since software and media industries have failed to recreate the Internet in the image of traditional broadcasting, the merger of the dominant players in each industry makes sense. However, their simultaneous failure to secure proprietary rights reflects both the competitive nature of the "new media economy" and the weakness of the marketing view of the audience. Media Audience as Public It is often said that communication produces social cohesion. From such cohesion communities emerge on which political or social orders can be constructed. The power of social cohesion and attachment to group symbols can even create a sense of belonging to a "people" or nation (Deutsch). Sociologist Daniel Bell described how the mass media helped create an American culture simply by addressing a large enough audience. He suggested that on the evening of 7 March 1955, when one out of every two Americans could see Mary Martin as Peter Pan on television, a kind of social revolution occurred and a new American public was born. "It was the first time in history that a single individual was seen and heard at the same time by such a broad public" (Bell, quoted in Mattelart 72). One could easily substitute the 1953 World Series or the birth of little Ricky on I Love Lucy. The desire to document such a process recurs with the Internet. Internet communities are based on the assumption that a common experience "creates" group cohesion (Rheingold; Jones). However, as a mass medium, the Internet has yet to find its originary moment, that event to which all could credibly point as the birth of something genuine and meaningful. A recent contender was the appearance of Paul McCartney at the refurbished Cavern Club in Liverpool. On Tuesday, 14 December 1999, McCartney played to a packed club of 300 fans, while another 150,000 watched on an outdoor screen nearby. MSN arranged to broadcast the concert live over the Internet. It advertised an anticipated global audience of 500 million. Unfortunately, there was such heavy Internet traffic that the system was unable to accommodate more than 3 million people. Servers in the United Kingdom were so congested that many could only watch the choppy video stream via an American link. The concert raises a number of questions about "virtual" events. We can draw several conclusions about measuring Internet audiences. While 3 million is a sizeable audience for a 20 minute transmission, by advertising a potential audience of 500 million, MSN showed remarkably poor judgment of its inherent appeal. The Internet is the first medium that allows access to unprocessed material or information about events to be delivered to an audience with neither the time constraints of broadcast media nor the space limitations of the traditional press. This is often cited as one of the characteristics that sets the Internet apart from other media. This feeds the idea of the Internet audience as a participatory, democratic public. For example, it is often claimed that the Internet can foster democratic participation by providing voters with uninterpreted information about candidates and issues (Selnow). However, as James Curran argues, the very process of distributing uninterrupted, unfiltered information, at least in the case of traditional mass media, represents an abdication of a central democratic function -- that of watchdog to power (Curran). In the end, publics are created and maintained through active and continuous participation on the part of communicators and audiences. The Internet holds together potentially conflicting communicative relationships within the same technological medium (Merrill & Ogan). Viewing the audience as co-participant in a communicative relationship makes more sense than simply focussing on the Internet audience as either an aggregate of consumers or a passively constructed symbolic public. Audience as Relationship Many scholars have shifted attention from the producer to the audience as an active participant in the communication process (Ang; McQuail, Audience). Virginia Nightingale goes further to describe the audience as part of a communicative relationship. Nightingale identifies four factors in the relationship between audiences and producers that emphasize their co-dependency. The audience and producer are engaged in a symbiotic relationship in which consumption and use are necessary but not sufficient explanations of audience relations. The notion of the audience invokes, at least potentially, a greater range of activities than simply use or consumption. Further, the audience actively, if not always consciously, enters relationships with content producers and the institutions that govern the creation, distribution and exhibition of content (Nightingale 149-50). Others have demonstrated how this relationship between audiences and producers is no longer the one-sided affair characterised by the marketing model or the model of the audience as public. A global culture is emerging based on critical viewing skills. Kavoori calls this a reflexive mode born of an increasing familiarity with the narrative conventions of news and an awareness of the institutional imperatives of media industries (Kavoori). Given the sophistication of the emergent global audience, a theory that reduces new media audiences to a set of consumer preferences or behaviours will inevitably prove inadequate, just as it has for understanding audience behavior in old media. Similarly, by ignoring those elements of audience behavior that will be easily transported to the Web, we run the risk of idealising the Internet as a medium that will create an illusory, pre-technological public. Conclusion There is an understandable confusion between the two models of the audience that appear in the examples above. The "new economy" will have to come to terms with sophisticated audiences. Contrary to IBM's claim that they want to "get to know all about you", Internet users do not seem particularly interested in becoming a perpetual source of market information. The fragmented, autonomous audience resists attempts to lock it into proprietary relationships. Internet hypesters talk about creating publics and argue that the Internet recreates the intimacy of community as a corrective to the atomisation and alienation characteristic of mass society. This faith in the power of a medium to create social cohesion recalls the view of the television audience as a public constructed by the common experience of watching an important event. However, MSN's McCartney concert indicates that creating a public from spectacle it is not a simple process. In fact, what the Internet media conglomerates seem to want more than anything is to create consumer bases. Audiences exist for pleasure and by the desire to be entertained. As Internet media institutions are established, the cynical view of the audience as a source of consumer behavior and preferences will inevitably give way, to some extent, to a view of the audience as participant in communication. Audiences will be seen, as they have been by other media, as groups whose attention must be courted and rewarded. Who knows, maybe the AOL/Time-Warner merger might, indeed, signal the new medium's coming of age. References Anderson, Lessley. "To Beam or Not to Beam. MP3.com Is Being Sued by the Major Record Labels. Does the Digital Download Site Stand a Chance?" Industry Standard 31 Jan. 2000. <http://www.thestandard.com>. Ang, Ien. Watching Dallas: Soap Opera and the Melodramatic Imagination. London: Methuen, 1985. Baran, Stanley, and Dennis Davis. Mass Communication Theory: Foundations, Ferment, and Future. 2nd ed. Belmont, Calif.: Wadsworth 2000. Curran, James. "Mass Media and Democracy Revisited." Mass Media and Society. Eds. James Curran and Michael Gurevitch. New York: Hodder Headline Group, 1996. Darlin, Damon. "He Wants Your Eyeballs." Forbes 159 (16 June 1997): 114-6. Egan, Jack, "Pathfinder, Rest in Peace: Time-Warner Pulls the Plug on Site." US News and World Report 126.18 (10 May 1999): 50. Gomery, Douglas. "Making the Web Look like Television (American Online and Microsoft)." American Journalism Review 19 (March 1997): 46. Jones, Steve, ed. CyberSociety: Computer-Mediated Communication and Community. Thousand Oaks: Sage, 1995. Kavoori, Amandam P. "Discursive Texts, Reflexive Audiences: Global Trends in Television News Texts and Audience Reception." Journal of Broadcasting and Electronic Media 43.3 (Summer 1999): 386-98. Krantz, Michael. "Is MSN on the Block?" Time 150 (20 Oct. 1997): 82. Ledbetter, James. "AOL-Time-Warner Make It Big." Industry Standard 11 Jan. 2000. <http://www.thestandard.com>. Lyons, Daniel. "Desparate.com (Media Companies Losing Millions on the Web Turn to Electronic Commerce)." Forbes 163.6 (22 March 1999): 50-1. Manes, Stephen. "The New MSN as Prehistoric TV." New York Times 4 Feb. 1997: C6. McQuail, Denis. Audience Analysis. Thousand Oaks, Calif.: Sage, 1997. ---. Mass Communication Theory. 2nd ed. London: Sage, 1987. Mattelart, Armand. Mapping World Communication: War, Progress, Culture. Trans. Susan Emanuel and James A. Cohen. Minneapolis: U of Minnesota P, 1994. Morris, Merrill, and Christine Ogan. "The Internet as Mass Medium." Journal of Communications 46 (Winter 1996): 39-50. Nightingale, Virginia. Studying Audience: The Shock of the Real. London: Routledge, 1996. Pavlik, John V., and Everette E. Dennis. New Media Technology: Cultural and Commercial Perspectives. 2nd ed. Boston: Allyn and Bacon, 1998. Reid, Calvin. "Time-Warner Seeks Electronic Synergy, Profits on the Web (Pathfinder Site)." Publisher's Weekly 242 (4 Dec. 1995): 12. Rheingold, Howard. Virtual Community: Homesteading on the Electronic Frontier. New York: Harper, 1993. Roscoe, Timothy. "The Construction of the World Wide Web Audience." Media, Culture and Society 21.5 (1999): 673-84. Saap, Geneva, and Ephraim Schwarrtz. "AOL-Time-Warner Deal to Impact Commerce, Content, and Access Markets." Infoworld 11 January 2000. <http://infoworld.com/articles/ic/xml/00/01/11/000111icimpact.xml>. Slater, Joanna. "Cool Customers: Music Channels Hope New Web Sites Tap into Teen Spirit." Far Eastern Economic Review 162.9 (4 March 1999): 50. Trott, Bob. "Microsoft Views AOL-Time-Warner as Confirmation of Its Own Strategy." Infoworld 11 Jan. 2000. <http://infoworld.com/articles/pi/xml/00/01/11/000111pimsaoltw.xml>. Yan, Catherine. "A Major Studio Called AOL?" Business Week 1 Dec. 1997: 1773-4. Citation reference for this article MLA style: Daniel M. Downes. "The Medium Vanishes? The Resurrection of the Mass Audience in the New Media Economy." M/C: A Journal of Media and Culture 3.1 (2000). [your date of access] <http://www.uq.edu.au/mc/0003/mass.php>. Chicago style: Daniel M. Downes, "The Medium Vanishes? The Resurrection of the Mass Audience in the New Media Economy," M/C: A Journal of Media and Culture 3, no. 1 (2000), <http://www.uq.edu.au/mc/0003/mass.php> ([your date of access]). APA style: Daniel M. Downes. (2000) The Medium Vanishes? The Resurrection of the Mass Audience in the New Media Economy. M/C: A Journal of Media and Culture 3(1). <http://www.uq.edu.au/mc/0003/mass.php> ([your date of access]).

The retail industry is basically an industry whose business activities provide products in the form of goods and or services. In 2016 the development of global retail recorded that Indonesia entered the top five countries most active retail as well as the top five countries with the largest sales in Asia. In the past few years there have been many closures of retail outlets in Indonesia. The current condition of retail in Indonesia faces many problems, one of which is the distortion of new income, that is, retail that has no place or is usually called electronic commerce (e-commerce). E-commerce involves the purchase and sale of products (such as physical goods, digital products or services) transacted over computer networks. This study uses the data from 23 companies retail business in Indonesia and data collected from 2013 to 2017. Analyzed using data panel regression with three approaches Altman, Springate and Zmijewski. All companies experienced a decline in financial performance. The factors that influence the condition of financial distress are the net profit margin, current ratio, size of firm and total asset turnover.

The rapid development of technology causes a series of electronic applications to replace the role of humans as accuracy and accuracy in a job. Based on observations in the industrial sector, there are still few who use the services of human hands to sort an object. Sorting by color is one of them. This IoT-based color detector is a simulation of a tool designed to help ease human work in sorting an object. Generally, color detection techniques are still manual, requiring the user to adjust from where the tool is located. Therefore, we need a tool that can detect colors that can be adjusted through IoT-based applications (Internet of Things) using the TCS3200 color sensor as a color detector, Arduino Uno as Data Processing and Microsoft Visual Basic .NET applications as the media interface. Supported by the HMI (Human Machine Interface) system as a system that regulates the process of running a job, and a Servo Motor as a rotary actuator (motor) in directing a running object, color detection will be more accurate and efficient. So that users can get or make it easier to detect the color according to the desired amount.

Automated approaches for detecting cyberbullying on online platforms has remained a primary research concern over past years. Cyber bullying is defined as the use of electronic communication to bully a person, typically by sending messages of intimidating or threatening nature. The victims especially teenagers suffer from loss of confidence, depression, sleep disorder. The research on automated cyberbullying approach is mainly focused on data driven methods. Such methods work on a database of static texts, usually collected from online platforms and are not feasible for dynamic nature of a real-life social networking scenarios. The aim of our research is to develop a cyberbullying detection system using Fuzzy Logic. Three types of bullying emotions are considered in this research work namely aggression, abuse and threat. In the proposed approach chat between two users is continuously monitored and emotion present in each message is determined. Based on the emotion each user’s behavior is categorized as decent or bullying. If the detected bullying nature is higher than a defined threshold value the account of user is ceased and reported automatically. The proposed approach is tested with a chat application developed in Microsoft .Net Framework and approach can detect cyber bullying in good time. The proposed approach, if implemented with social networking platforms can serve as a useful aid for preventing online harassment. The developed algorithm can also be applied in surveillance and human behavioral analysis.

The article examines the positive effects and negative consequences of the digital transformation of the national economy in terms of waves of technological progress and the spread of innovation. It is determined that the development of the digital economy is the most obvious result of the wave-like nature of digitalization. A three-sector model of the digital economy is proposed, where the primary sector is its core and includes fundamental innovations (semiconductors, microprocessors), basic technologies (computers, telecommunications devices), stimulating infrastructure (Internet and telecommunications networks); the secondary sector includes services based on basic digital technologies, including digital platforms, mobile applications, and electronic payment systems; tertiary – a digital economy based on a wide range of digital products and services, including e-commerce and new activities or business models that are transformed as a result of digital technologies. A system of indicators has been formed that provides a quantitative interpretation of the economic and social consequences of the process of the digital transformation of the national economy. Such an assessment will help to understand the potential impact of digital transformation on economic growth, which is often uneven, both within the country and between countries with different levels of socio-economic development. This impact was considered in several parameters, including labor productivity, gross domestic product, value-added, employment, as well as for various components of the digital economy. Emphasis is placed on the fact that the net impact on the overall economy is difficult to assess mainly due to the imperfection of existing methods of assessing the digital economy. It was found that the most threatening consequences of the digital transformation are labor displacement, as the exponential change in technology leads to the use of robots, autonomous vehicles, sensors, artificial intelligence, the Internet of Things, changing the workflow towards greater flexibility with the predominant use of temporary labor. The types of work organizations that are likely to be part of the working ecosystem for at least the next 10 years are described.

"If people don't trust their information, it's not much better than a Marxist-Leninist society." -- Orville Schell Dean, Graduate School of Journalism, UC Berkeley "Most people aren't very discerning. Maybe they need good financial information, but I don't think people know what good information is when you get into culture, society, and politics." -- Steven Brill,Chairman and Editor-in-chief, Brill's Content Once upon a time, not very long ago, advertisements were easy to recognise. They had simple personalities with goals not much more complicated than selling you a bar of soap or a box of cereal. And they possessed the reassuring familiarity of old friends or relatives you've known all your life. They were Pilgrims who smiled at you from Quaker Oats boxes or little tablets named "Speedy" who joyfully danced into a glass of water with the sole purpose of giving up their short life to help lessen your indigestion from overindulgence. Yes, sometimes they could be a little obnoxious but, hey, it was a predictable annoyance. And once, not very long ago, advertisements also knew their place in the landscape of popular culture, their boundaries were the ad space of magazines or the commercial time of television programs. When the ads got too annoying, you could toss the magazine aside or change the TV channel. The ease and quickness of their dispatch had the abruptness of slamming your front door in the face of an old door-to-door salesman. This all began to change around the 1950s when advertisements acquired a more complex and subtle personality and began straying outside of their familiar media neighborhoods. The social observer Vance Packard wrote a best-selling book in the late 50s called The Hidden Persuaders which identified this change in advertising's personality as coming from hanging around Professor Freud's psychoanalysis and learning his hidden, subliminal methods of trickery. Ice cubes in a glass for a liquor ad were no longer seen as simple props to help sell a brand of whiskey but were now subliminal suggestions of female anatomy. The curved fronts of automobiles were more than aesthetic streamlined design features but rather suggestive of a particular feature of the male anatomy. Forgotten by the new subliminal types of ads was the simple salesmanship preached by founders of the ad industry like David Ogilvy and John Caples. The word "sales" became a dirty word and was replaced with modern psychological buzzwords like subliminal persuasion. The Evolution of Subliminal Techniques The book Hidden Persuaders made quite a stir at the time, bringing about congressional hearings and even the introduction of legislation. Prominent motivation researchers Louis Cheskin and Ernest Dichter utilised the new ad methods and were publicly admonished as traitors to their profession. The life of the new subliminal advertising seemed short indeed. Even Vance Packard predicted its coming demise. "Eventually, say by A.D. 2000," he wrote in the preface to the paperback edition of his book, "all this depth manipulation of the psychological variety will seem amusingly old- fashioned". Yet, 40 years later, any half-awake observer of popular culture knows that things haven't exactly worked out the way Packard predicted. In fact what seems old-fashioned today is the belief that ads are those simpletons they once were before the 50s and that products are sold for features and benefits rather than for images. Even Vance Packard expresses an amazement at the evolution of advertising since the 50s, noting that today ads for watches have nothing to do with watches or that ads for shoes scarcely mention shoes. Packard remarks "it used to be the brand identified the product. In today's advertising the brand is the product". Modern advertising, he notes, has an almost total obsession with images and feelings and an almost total lack of any concrete claims about the product and why anyone should buy it. Packard admits puzzlement. "Commercials seem totally unrelated to selling any product at all". Jeff DeJoseph of the J. Walter Thompson firm underlines Packard's comments. "We are just trying to convey a sensory impression of the brand, and we're out of there". Subliminal advertising techniques have today infiltrated the heart of corporate America. As Ruth Shalit notes in her article "The Return of the Hidden Persuaders" from the 27 September 1999 issue of Salon magazine, "far from being consigned to the maverick fringe, the new psycho- persuaders of corporate America have colonized the marketing departments of mainstream conglomerates. At companies like Kraft, Coca-Cola, Proctor & Gamble and Daimler-Chrysler, the most sought-after consultants hail not from McKinsey & Company, but from brand consultancies with names like Archetype Discoveries, PsychoLogics and Semiotic Solutions". Shalit notes a growing number of CEOs have become convinced they cannot sell their brands until they first explore the "Jungian substrata of four- wheel drive; unlock the discourse codes of female power sweating; or deconstruct the sexual politics of bologna". The result, as Shalit observes, is a "charmingly retro school of brand psychoanalysis, which holds that all advertising is simply a variation on the themes of the Oedipus complex, the death instinct, or toilet training, and that the goal of effective communications should be to compensate the consumer for the fact that he was insufficiently nursed as an infant, has taken corporate America by storm". The Growing Ubiquity of Advertising Yet pervasive as the subliminal techniques of advertising have become, the emerging power of modern advertising ultimately centres around "where" it is rather than "what" it is or "how" it works. The power of modern advertising is within this growing ubiquity or "everywhereness" of advertising rather than the technology and methodology of advertising. The ultimate power of advertising will be arrived at when ads cannot be distinguished from their background environment. When this happens, the environment will become a great continuous ad. In the process, ads have wandered away from their well-known hangouts in magazines and TV shows. Like alien-infected pod-people of early science fiction movies, they have stumbled out of these familiar media playgrounds and suddenly sprouted up everywhere. The ubiquity of advertising is not being driven by corporations searching for new ways to sell products but by media searching for new ways to make money. Traditionally, media made money by selling subscriptions and advertising space. But these two key income sources are quickly drying up in the new world of online media. Journalist Mike France wisely takes notice of this change in an important article "Journalism's Online Credibility Gap" from the 11 October 1999 issue of Business Week. France notes that subscription fees have not worked because "Web surfers are used to getting content for free, and they have been reluctant to shell out any money for it". Advertising sales and their Internet incarnation in banner ads have also been a failure so far, France observes, because companies don't like paying a flat fee for online advertising since it's difficult to track the effectiveness of their marketing dollars. Instead, they only want to pay for actual sales leads, which can be easily monitored on the Web as readers' click from site to site. Faced with the above situation, media companies have gone on the prowl for new ways to make money. This search underpins the emerging ubiquity of advertising: the fact that it is increasingly appearing everywhere. In the process, traditional boundaries between advertising and other societal institutions are being overrun by these media forces on the prowl for new "territory" to exploit. That time when advertisements knew their place in the landscape of popular culture and confined themselves to just magazines or TV commercials is a fading memory. And today, as each of us is bombarded by thousands of ads each day, it is impossible to "slam" the door and keep them out of our house as we could once slam the door in the face of the old door-to-door salesmen. Of course you can find them on the matchbook cover of your favorite bar, on t-shirts sold at some roadside tourist trap or on those logo baseball caps you always pick up at trade shows. But now they have got a little more personal and stare at you over urinals in the men's room. They have even wedged themselves onto the narrow little bars at the check-out counter conveyer belts of supermarkets or onto the handles of gasoline pumps at filling stations. The list goes on and on. (No, this article is not an ad.) Advertising and Entertainment In advertising's march to ubiquity, two major boundaries have been crossed. They are crucial boundaries which greatly enhance advertising's search for the invisibility of ubiquity. Yet they are also largely invisible themselves. These are the boundaries separating advertising from entertainment and those separating advertising from journalism. The incursion of advertising into entertainment is a result of the increasing merger of business and entertainment, a phenomenon pointed out in best-selling business books like Michael Wolf's Entertainment Economy and Joseph Pine's The Experience Economy. Wolf, a consultant for Viacom, Newscorp, and other media heavy-weights, argues business is becoming synonymous with entertainment: "we have come to expect that we will be entertained all the time. Products and brands that deliver on this expectation are succeeding. Products that do not will disappear". And, in The Experience Economy, Pine notes the increasing need for businesses to provide entertaining experiences. "Those businesses that relegate themselves to the diminishing world of goods and services will be rendered irrelevant. To avoid this fate, you must learn to stage a rich, compelling experience". Yet entertainment, whether provided by businesses or the traditional entertainment industry, is increasingly weighted down with the "baggage" of advertising. In a large sense, entertainment is a form of new media that carries ads. Increasingly, this seems to be the overriding purpose of entertainment. Once, not long ago, when ads were simple and confined, entertainment was also simple and its purpose was to entertain rather than to sell. There was money enough in packed movie houses or full theme parks to make a healthy profit. But all this has changed with advertising's ubiquity. Like media corporations searching for new revenue streams, the entertainment industry has responded to flat growth by finding new ways to squeeze money out of entertainment content. Films now feature products in paid for scenes and most forms of entertainment use product tie-ins to other areas such as retail stores or fast-food restaurants. Also popular with the entertainment industry is what might be termed the "versioning" of entertainment products into various sub-species where entertainment content is transformed into other media so it can be sold more than once. A film may not make a profit on just the theatrical release but there is a good chance it doesn't matter because it stands to make a profit in video rentals. Advertising and Journalism The merger of advertising and entertainment goes a long way towards a world of ubiquitous advertising. Yet the merger of advertising and journalism is the real "promised land" in the evolution of ubiquitous advertising. This fundamental shift in the way news media make money provides the final frontier to be conquered by advertising, a final "promised land" for advertising. As Mike France observes in Business Week, this merger "could potentially change the way they cover the news. The more the press gets in the business of hawking products, the harder it will be to criticize those goods -- and the companies making them". Of course, there is that persistent myth, perpetuated by news organisations that they attempt to preserve editorial independence by keeping the institutions they cover and their advertisers at arm's length. But this is proving more and more difficult, particularly for online media. Observers like France have pointed out a number of reasons for this. One is the growth of ads in news media that look more like editorial content than ads. While long-standing ethical rules bar magazines and newspapers from printing advertisements that look like editorial copy, these rules become fuzzy for many online publications. Another reason making it difficult to separate advertising from journalism is the growing merger and consolidation of media corporations. Fewer and fewer corporations control more and more entertainment, news and ultimately advertising. It becomes difficult for a journalist to criticise a product when it has a connection to the large media conglomerate the journalist works for. Traditionally, it has been rare for media corporations to make direct investments in the corporations they cover. However, as Mike France notes, CNBC crossed this line when it acquired a stake in Archipelago in September 1999. CNBC, which runs a business-news Website, acquired a 12.4% stake in Archipelago Holdings, an electronic communications network for trading stock. Long-term plans are likely to include allowing visitors to cnbc.com to link directly to Archipelago. That means CNBC could be in the awkward position of both providing coverage of online trading and profiting from it. France adds that other business news outlets, such as Dow Jones (DJ), Reuters, and Bloomberg, already have indirect ties to their own electronic stock-trading networks. And, in news organisations, a popular method of cutting down on the expense of paying journalists for content is the growing practice of accepting advertiser written content or "sponsored edit" stories. The confusion to readers violates the spirit of a long-standing American Society of Magazine Editors (ASME) rule prohibiting advertisements with "an editorial appearance". But as France notes, this practice is thriving online. This change happens in ever so subtle ways. "A bit of puffery inserted here," notes France, "a negative adjective deleted there -- it doesn't take a lot to turn a review or story about, say, smart phones, into something approaching highbrow ad copy". He offers an example in forbes.com whose Microsoft ads could easily be mistaken for staff-written articles. Media critic James Fallows points out that consumers have been swift to discipline sites that are caught acting unethically and using "sponsored edits". He notes that when it was revealed that amazon.com was taking fees of up to $10,000 for books that it labelled as "destined for greatness", its customers were outraged, and the company quickly agreed to disclose future promotional payments. Unfortunately, though, the lesson episodes like these teach online companies like Amazon centres around more effective ways to be less "revealing" rather than abstention from the practice of "sponsored edits". France reminds us that journalism is built on trust. In the age of the Internet, though, trust is quickly becoming an elusive quality. He writes "as magazines, newspapers, radio stations, and television networks rush to colonize the Internet, the Great Wall between content and commerce is beginning to erode". In the end, he ponders whether there is an irrevocable conflict between e-commerce and ethical journalism. When you can't trust journalists to be ethical, just who can you trust? Transaction Fees & Affiliate Programs - Advertising's Final Promised Land? The engine driving the growing ubiquity of advertising, though, is not the increasing merger of advertising with other industries (like entertainment and journalism) but rather a new business model of online commerce and Internet technology called transaction fees. This emerging and potentially dominant Internet e-commerce technology provides for the ability to track transactions electronically on Websites and to garner transaction fees. Through these fees, many media Websites take a percentage of payment through online product sales. In effect, a media site becomes one pervasive direct mail ad for every product mentioned on its site. This of course puts them in a much closer economic partnership with advertisers than is the case with traditional fixed-rate ads where there is little connection between product sales and the advertising media carrying them. Transaction fees are the new online version of direct marketing, the emerging Internet technology for their application is one of the great economic driving forces of the entire Internet commerce apparatus. The promise of transaction fees is that a number of people, besides product manufacturers and advertisers, might gain a percentage of profit from selling products via hypertext links. Once upon a time, the manufacturer of a product was the one that gained (or lost) from marketing it. Now, however, there is the possibility that journalists, news organisations and entertainment companies might also gain from marketing via transaction fees. The spread of transaction fees outside media into the general population provides an even greater boost to the growing ubiquity of advertising. This is done through the handmaiden of media transaction fees: "affiliate programs" for the general populace. Through the growing magic of Internet technology, it becomes possible for all of us to earn money through affiliate program links to products and transaction fee percentages in the sale of these products. Given this scenario, it is not surprising that advertisers are most likely to increasingly pressure media Websites to support themselves with e-commerce transaction fees. Charles Li, Senior Analyst for New Media at Forrester Research, estimates that by the year 2003, media sites will receive $25 billion in revenue from transaction fees, compared with $17 billion from ads and $5 billion from subscriptions. The possibility is great that all media will become like great direct response advertisements taking a transaction fee percentage for anything sold on their sites. And there is the more dangerous possibility that all of us will become the new "promised land" for a ubiquitous advertising. All of us will have some cut in selling somebody else's product. When this happens and there is a direct economic incentive for all of us to say nice things about products, what is the need and importance of subliminal techniques and methods creating advertising based on images which try to trick us into buying things? A Society Without Critics? It is for these reasons that criticism and straight news are becoming an increasingly endangered species. Everyone has to eat but what happens when one can no longer make meal money by criticising current culture? Cultural critics become a dying breed. There is no money in criticism because it is based around disconnection rather than connection to products. No links to products or Websites are involved here. Critics are becoming lonely icebergs floating in the middle of a cyber-sea of transaction fees, watching everyone else (except themselves) make money on transaction fees. The subliminal focus of the current consultancies is little more than a repackaging of an old theme discovered long ago by Vance Packard. But the growing "everywhereness" and "everyoneness" of modern advertising through transaction fees may mark the beginning of a revolutionary new era. Everyone might become their own "brand", a point well made in Tim Peters's article "A Brand Called You". Media critic James Fallows is somewhat optimistic that there still may remain "niche" markets for truthful information and honest cultural criticism. He suggests that surely people looking for mortgages, voting for a politician, or trying to decide what movie to see will continue to need unbiased information to help them make decisions. But one must ask what happens when a number of people have some "affiliate" relationship with suggesting particular movies, politicians or mortgages? Orville Schell, dean of the Graduate School of Journalism at the University of California at Berkeley, has summarised this growing ubiquity of advertising in a rather simple and elegant manner saying "at a certain point, people won't be able to differentiate between what's trustworthy and what isn't". Over the long run, this loss of credibility could have a corrosive effect on society in general -- especially given the media's importance as a political, cultural, and economic watchdog. Schell warns, "if people don't trust their information, it's not much better than a Marxist-Leninist society". Yet, will we be able to realise this simple fact when we all become types of Marxists and Leninists? Still, there is the great challenge to America to learn how to utilise transaction fees in a democratic manner. In effect, a combination of the technological promise of the new economy with that old promise, and perhaps even myth, of a democratic America. America stands on the verge of a great threshold and challenge in the growing ubiquity of advertising. In a way, as with most great opportunities or threats, this challenge centres on a peculiar paradox. On the one hand, there is the promise of the emerging Internet business model and its centre around the technology of transaction fees. At the same time, there is the threat posed by transaction fees to America's democratic society in the early years of the new millennium. Yes, once upon a time, not very long ago, advertisements were easy to recognise and also knew their place in the landscape of popular culture. Their greatest, yet silent, evolution (especially in the age of the Internet) has really been in their spread into all areas of culture rather than in methods of trickery and deceit. Now, it is more difficult to slam that front door in the face of that old door-to-door salesman. Or toss that magazine and its ad aside, or switch off commercials on television. We have become that door-to-door salesman, that magazine ad, that television commercial. The current cultural landscape takes on some of the characteristics of the theme of that old science fiction movie The Invasion of the Body Snatchers. A current advertising campaign from RJ Reynolds has a humorous take on the current zeitgeist fad of alien abduction with copy reading "if aliens are smart enough to travel through space then why do they keep abducting the dumbest people on earth?" One might add that when Americans allow advertising to travel through all our space, perhaps we all become the dumbest people on earth, abducted by a new alien culture so far away from a simplistic nostalgia of yesterday. (Please press below for your links to a world of fantastic products which can make a new you.) References Brill, Steven. Quoted by Mike France in "Journalism's Online Credibility Gap." Business Week 11 Oct. 1999. France, Mike. "Journalism's Online Credibility Gap." Business Week 11 Oct. 1999. <http://www.businessweek.com/1999/99_41/b3650163.htm>. Packard, Vance. The Hidden Persuaders. Out of Print, 1957. Pine, Joseph, and James Gilmore. The Experience Economy. Harvard Business School P, 1999. Shalit, Ruth. "The Return of the Hidden Persuaders." Salon Magazine 27 Sep. 1999. <http://www.salon.com/media/col/shal/1999/09/27/persuaders/index.php>. Schell, Orville. Quoted by Mike France in "Journalism's Online Credibility Gap." Business Week 11 Oct. 1999. Wolf, Michael. Entertainment Economy. Times Books, 1999. Citation reference for this article MLA style: John Fraim. "Friendly Persuasion: The Growing Ubiquity of Advertising, or What Happens When Everyone Becomes an Ad?." M/C: A Journal of Media and Culture 3.1 (2000). [your date of access] <http://www.uq.edu.au/mc/0003/ads.php>. Chicago style: John Fraim, "Friendly Persuasion: The Growing Ubiquity of Advertising, or What Happens When Everyone Becomes an Ad?," M/C: A Journal of Media and Culture 3, no. 1 (2000), <http://www.uq.edu.au/mc/0003/ads.php> ([your date of access]). APA style: John Fraim. (2000) Friendly Persuasion: The Growing Ubiquity of Advertising, or What Happens When Everyone Becomes an Ad?. M/C: A Journal of Media and Culture 3(1). <http://www.uq.edu.au/mc/0003/ads.php> ([your date of access]).

It is the same spectacle all over the Western world: whenever delegates gather to discuss the development and consequences of new media technologies, a handful of people among them will stand out from the crowd, and somehow seem not quite to fit in with the remaining assortment of techno-evangelists, Internet ethnographers, multimedia project leaders, and online culture critics. At some point in the proceedings, they'll get to the podium and hold a talk on their ideas for the future of copyright protection and intellectual property (IP) rights in the information age; when they are finished, the reactions of the audience typically range from mild "what was that all about?" amusement to sheer "they haven't got a clue" disbelief. Spare a thought for copyright lawyers; they're valiantly fighting a losing battle. Ever since the digitalisation and networking of our interpersonal and mass media made information transmission and duplication effortless and instantaneous, they've been trying to come up with ways to uphold and enforce concepts of copyright which are fundamentally linked to information as bound to physical objects (artifacts, books, CDs, etc.), as Barlow has demonstrated so clearly in "Selling Wine without Bottles". He writes that "copyright worked well because, Gutenberg notwithstanding, it was hard to make a book. ... Books had material surfaces to which one could attach copyright notices, publisher's marques, and price tags". If you could control the physical media which were used to transmit information (paper, books, audio and video tapes, as well as radio and TV sets, or access to cable systems), you could control who made copies when and where, and at what price. This only worked as long as the technology to make copies was similarly scarce, though: as soon as most people learnt to write, or as faxes and photocopiers became cheaper, the only real copyright protection books had was the effort that would have to be spent to copy them. With technology continuously advancing (perhaps even at accellerating pace), copyright is soon becoming a legal fiction that is losing its link to reality. Indeed, we are now at a point where we have the opportunity -- the necessity, even -- to shift the fictional paradigm, to replace the industrial-age fiction of protective individual copyright with an information-age fiction of widespread intellectual cooperation. As it becomes ever easier to bypass and ignore copyright rules, and as copyright thus becomes ever more illusionary, this new fiction will correspondingly come ever closer to being realised. To Protect and to ... Lose Today, the lawyers' (and their corporate employers') favourite weapon in their fight against electronic copyright piracy are increasingly elaborate protection mechanisms -- hidden electronic signatures to mark intellectual property, electronic keys to unlock copyrighted products only for legitimate users (and sometimes only for a fixed amount of time or after certain licence payments), encryption of sensitive information, or of entire products to prevent electronic duplication. While the encryption of information exchanges between individuals has been proven to be a useful deterrent against all but the most determined of hackers, it's interesting to note that practically no electronic copyright protection mechanism of mass market products has ever been seen to work. However good and elaborate the protection efforts, it seems that as long as there is a sufficient number of interested consumers unwilling to pay for legitimate access, copy protections will be cracked eventually: the rampant software piracy is the best example. On the other hand, where copy protections become too elaborate and cumbersome, they end up killing the product they are meant to protect: this is currently happening in the case of some of the pay-per-view or limited-plays protection schemes forced upon the U.S. market for Digital Versatile Discs (DVDs). The eventual failure of such mechanisms isn't a particularly recent observation, even. When broadcast radio was first introduced in Australia in 1923, it was proposed that programme content should be protected (and stations financed) by fixing radio receivers to a particular station's frequency -- by buying such a 'sealed set' receiver you would in effect subscribe to a station and acquire the right to receive the content it provided. Never known as uninventive, those Australians who this overprotectiveness didn't completely put off buying a receiver (radio was far from being a proven mass medium at the time, after all) did of course soon break the seal, and learnt to adjust the frequency to try out different stations -- or they built their own radios from scratch. The 'sealed set' scheme was abandoned after only nine months. Even with the development of copy protection schemes since the 1920s, a full (or at least sufficiently comprehensive) protection of intellectual property seems as unattainable a fiction as it was then. Protection and copying technology are never far apart in development anyway, but even more fundamentally, the protected products are eventually meant to be used, after all. No matter how elaborately protected a CD, a video, or a computer programme is, it will still have to be converted into sound waves, image information, or executable code, and at that level copying will still remain possible. In the absence of workable copy protection, however, copies will be made in large amounts -- even more so since information is now being spread and multiplied around the globe virtually at the speed of light. Against this tide of copies, any attempts to use legislation to at least force the payment of royalties from illegitimate users are also becoming increasingly futile. While there may be a few highly publicised court cases, the multitude of small transgressions will remain unanswered. This in turn undermines the equality before the law that is a basic human right: increasingly, the few that are punished will be able to argue that, if "everybody does it", to single them out is highly unfair. At the same time, corporate efforts to uphold the law may be counterproductive: as Barlow writes, "against the swift tide of custom, the Software Publishers' current practice of hanging a few visible scapegoats is so obviously capricious as to only further diminish respect for the law". Quite simply, their legal costs may not be justified by the results anymore. Abandoning Copyright Law If copyright has become a fiction, however -- one that is still, despite all evidence, posited as reality by the legal system --, and if the makeup of today's electronic media, particularly the Internet, allow that fiction to be widely ignored and circumvented in daily practice -- despite all corporate legal efforts --, how is this disparity between law and reality to be solved? Barlow offers a clear answer: "whenever there is such profound divergence between the law and social practice, it is not society that adapts". He goes on to state that it may well be that when the current system of intellectual property law has collapsed, as seems inevitable, that no new legal structure will arise in its place. But something will happen. After all, people do business. When a currency becomes meaningless, business is done in barter. When societies develop outside the law, they develop their own unwritten codes, practices, and ethical systems. While technology may undo law, technology offers methods for restoring creative rights. When William Gibson invented the term 'cyberspace', he described it as a "consensual hallucination" (67). As the removal of copyright to the realm of the fictional has been driven largely by the Internet and its 'freedom of information' ethics, perhaps it is apt to speak of a new approach to intellectual property (or, with Barlow, to 'creative rights') as one of consensual, collaborative use of such property. This approach is far from being fully realised yet, and must so for now remain fiction, too, but it is no mere utopian vision -- in various places, attempts are made to put into place consensual schemes of dealing with intellectual property. They also represent a move from IP hoarding to IP use. Raymond speaks of the schemes competing here as the 'cathedral' and the 'bazaar' system. In the cathedral system, knowledge is tightly controlled, and only the finished product, "carefully crafted by individual wizards or small bands of mages working in splendid isolation" (1), is ever released. This corresponds to traditional copyright approaches, where company secrets are hoarded and locked away (sometimes only in order to keep competitors from using them), and breaches punished severely. The bazaar system, on the other hand, includes the entire community of producers and users early on in the creative process, up to the point of removing the producer/user dichotomy altogether: "no quiet, reverent cathedral-building here -- rather, ... a great babbling bazaar of differing agendas and approaches ... out of which a coherent and stable system could seemingly emerge only by a succession of miracles", as Raymond admits (1). The Linux 'Miracle' Raymond writes about one such bazaar-system project which provides impressive proof that the approach can work, however: the highly acclaimed Unix-based operating system Linux. Instigated and organised by Finnish programmer Linus Torvalds, this enthusiast-driven, Internet-based development project has achieved more in less than a decade than what many corporate developers (Microsoft being the obvious example) can do in thrice that time, and with little financial incentive or institutional support at that. As Raymond describes, "the Linux world behaves in many respects like a free market or an ecology, a collection of selfish agents attempting to maximise utility which in the process produces a self-correcting spontaneous order more elaborate and efficient than any amount of central planning could achieve" (10). Thus, while there is no doubt that individual participants will eventually always also be driven by selfish reasons, there is collaboration towards the achievement of communal goals, and a consensus about what those goals are: "while coding remains an essentially solitary activity, the really great hacks come from harnessing the attention and brainpower of entire communities. The developer who uses only his or her own brain in a closed project is going to fall behind the developer who knows how to create an open, evolutionary context in which bug-spotting and improvements get done by hundreds of people" (Raymond 10). It is obvious that such collaborative projects need a structure that allows for the immediate participation of a large community, and so in the same way that the Internet has been instrumental in dismantling traditional copyright systems, it is also a driving factor in making these new approaches possible: "Linux was the first project to make a conscious and successful effort to use the entire world as its talent pool. I don't think it's a coincidence that the gestation period of Linux coincided with the birth of the World Wide Web, and that Linux left its infancy during the same period in 1993-1994 that saw the takeoff of the ISP industry and the explosion of mainstream interest in the Internet. Linus was the first person who learned how to play by the new rules that pervasive Internet made possible" (Raymond 10). While some previous collaborative efforts exist (such as shareware schemes, which have existed ever since the advent of programmable home computers), their comparatively limited successes underline the importance of a suitable communication medium. The success of Linux has now begun to affect corporate structures, too: informational material for the Mozilla project, in fact, makes direct reference to the Linux experience. On the Net, Mozilla is as big as it gets -- instituted to continue development of Netscape Communicator-based Web browsers following Netscape's publication of the Communicator source code, it poses a serious threat to Microsoft's push (the legality of which is currently under investigation in the U.S.) to increase marketshare for its Internet Explorer browser. Much like Linux, Mozilla will be a collaborative effort: "we intend to delegate authority over the various modules to the people most qualified to make decisions about them. We intend to operate as a meritocracy: the more good code you contribute, the more responsibility you will be given. We believe that to be the only way to continue to remain relevant, and to do the greatest good for the greatest number" ("Who Is Mozilla.org?"), with the Netscape corporation only one among that number, and a contributor amongst many. Netscape itself intends to release browsers based on the Mozilla source code, with some individual proprietary additions and the benefits corporate structures allow (printed manuals, helplines, and the like), but -- so it seems -- it is giving up its unlimited hold over the course of development of the browser. Such actions afford an almost prophetic quality to Barlow's observation that "familiarity is an important asset in the world of information. It may often be the case that the best thing you can do to raise the demand for your product is to give it away". The use of examples from the computer world should not be seen to mean that the consensual, collaborative use of intellectual property suggested here is limited only to software -- it is, however, no surprise that a computer-based medium would first be put to use to support computer-based development projects. Producers and artists from other fields can profit from networking with their peers and clients just as much: artists can stay in touch with their audience and one another, working on collaborative projects such as the brilliant Djam Karet CD Collaborator (see Taylor's review in Gibraltar), professional interest groups can exchange information about the latest developments in their field as well as link with the users of their products to find out about their needs or problems, and the use of the Net as a medium of communication for academic researchers was one of its first applications, of course. In many such cases, consensual collaboration would even speed up the development process and help iron out remaining glitches, beating the efforts of traditional institutions with their severely guarded intellectual property rights. As Raymond sees it, for example, "no commercial developer can match the pool of talent the Linux community can bring to bear on a problem", and so "perhaps in the end the free-software culture will triumph not because cooperation is morally right or software 'hoarding' is morally wrong ... , but simply because the commercial world cannot win an evolutionary arms race with free-software communities that can put orders of magnitude more skilled time into a problem" (10). Realising the Fiction There remains the problem that even the members of such development communities must make a living somehow -- a need to which their efforts in the community not only don't contribute, but the pursuit of which even limits the time available for the community efforts. The apparent impossibility of reconciling these two goals has made the consensual collaborative approach appear little more than a utopian fiction so far, individual successes like Linux or (potentially) Mozilla notwithstanding. However, there are ways of making money from the communal work even if due to the abolition of copyright laws mere royalty payments are impossible -- as the example of Netscape's relation to the Mozilla project shows, the added benefits that corporate support can bring will still seem worth paying for, for many users. Similarly, while music and artwork may be freely available on the Net, many music fans will still prefer to get the entire CD package from a store rather than having to burn the CD and print the booklet themselves. The changes to producer/user relations suggested here do have severe implications for corporate and legal structures, however, and that is the central reason why particularly the major corporate intellectual property holders (or, hoarders) and their armies of lawyers are engaged in such a fierce defensive battle. Needless to say, the changeover from the still-powerful fiction of enforcible intellectual property copyrights to the new vision of open, consensual collaboration that gives credit for individual contributions, but has no concept of an exclusive ownership of ideas, will not take place overnight. Intellectual property will continue to be guarded, trade secrets will keep being kept, for some time yet, but -- just as is the case with the established practice of patenting particular ideas just so competitors can't use them, but without ever putting them to use in one's own work -- eventually such efforts will prove to be self-defeating. Shutting one's creative talents off in a quiet cathedral will come to be seen as less productive than engaging in the creative cooperation occuring in the global bazaar, and solitary directives of central executives will be replaced by consensual decisions of the community of producers and users. As Raymond points out, "this is not to say that individual vision and brilliance will no longer matter; rather, ... the cutting edge ... will belong to people who start from individual vision and brilliance, then amplify it through the effective construction of voluntary communities of interest" (10). Such communal approaches may to some seem much like communism, but this, too, is a misconception. In fact, in this new system there is much more exchange, much more give and take going on than in the traditional process of an exchange of money for product between user and producer -- only the currency has changed. "This explains much of the collective 'volunteer' work which fills the archives, newsgroups, and databases of the Internet. Its denizens are not working for 'nothing,' as is widely believed. Rather they are getting paid in something besides money. It is an economy which consists almost entirely of information" (Barlow). And with the removal of the many barriers to the free flow of information and obstacles to scientific and artistic development that traditional copyright has created, the progress of human endeavour itself is likely to be sped up. In the end, then, it all comes down to what fictions we choose to believe or reject. In the light of recent developments, and considering the evidence that suggests the viability, even superiority of alternative approaches, it is becoming increasingly hard to believe that traditional copyright can, and much less, should be sustained. Other than the few major copyright holders, few stand to gain from upholding these rights. On the other hand, were we to lift copyright restrictions and use the ideas and information thus made available freely in a cooperative, consensual, and most of all productive way, we all might profit. As various projects have shown, that fiction is already in the process of being realised. References Barlow, John Perry. "Selling Wine without Bottles: The Economy of Mind on the Global Net." 1993. 26 Jan. 1999 <www.eff.org/pub/Publications/John_Perry_Barlow/HTML/idea_economy_article.php>. Gibson, William. Neuromancer. London: HarperCollins, 1984. Raymond, Eric S. "The Cathedral and the Bazaar." 1998. 26 Jan. 1999 <http://www.redhat.com/redhat/cathedral-bazaar/cathedral-bazaar.php>. Taylor, Mike. "Djam Karet, Jeff Greinke, Tim Song Jones, Nick Peck, Kit Watkins." Gibraltar 5.12 (22 Apr. 1995). 10 Feb. 1999 <http://www.progrock.net/gibraltar/issues/Vol5.Iss12.htm>. "Who Is Mozilla.org?" Mozilla.org Website. 1998. 26 Jan. 1999 <http://www.mozilla.org/about.php>. Citation reference for this article MLA style: Axel Bruns. "The Fiction of Copyright: Towards a Consensual Use of Intellectual Property." M/C: A Journal of Media and Culture 2.1 (1999). [your date of access] <http://www.uq.edu.au/mc/9902/copy.php>. Chicago style: Axel Bruns, "The Fiction of Copyright: Towards a Consensual Use of Intellectual Property," M/C: A Journal of Media and Culture 2, no. 1 (1999), <http://www.uq.edu.au/mc/9902/copy.php> ([your date of access]). APA style: Axel Bruns. (1999) The fiction of copyright: towards a consensual use of intellectual property. M/C: A Journal of Media and Culture 2(1). <http://www.uq.edu.au/mc/9902/copy.php> ([your date of access]).

A rhetoric of freedom characterises much of the literature dealing with online communities: freedom from fixed identity and appearance, from the confines of geographic space, and from control. The prevailing view, a combination of futurism and utopianism, is that the lack of order in cyberspace enables the creation of social spaces that will enhance personal freedom and advance the common good. Sherry Turkle argues that computer-mediated communication allows us to create a new form of community, in which identity is multiple and fluid (15-17). Marcos Novak celebrates the possibilities of a dematerialized, ethereal virtual architecture in which the relationships between abstract elements are in a constant state of flux (250). John Perry Barlow employs the frontier metaphor to frame cyberspace as an unmapped, ungoverned territory in which a romantic and a peculiarly American form of individualism can be enjoyed by rough and ready pioneers (“Crime” 460). In his 1993 account as an active participant in The WELL (Whole Earth ‘Lectronic Link), one of the earliest efforts to construct a social space online, Howard Rheingold celebrates the freedom to create a “new kind of culture” and an “authentic community” in the “electronic frontier.” He worries, however, that the freedom enjoyed by early homesteaders may be short lived, because “big power and big money” might soon find ways to control the Internet, just as they have come to dominate and direct other communications media. “The Net,” he states, “is still out of control in fundamental ways, but it might not stay that way for long” (Virtual Community 2-5). The uses of order and disorder Some theorists have identified disorder as a necessary condition for the development of healthy communities. In The Uses of Disorder (1970), Richard Sennett argues that “the freedom to accept and to live with disorder” is integral to our search for community (xviii). In his 1989 study of social space, Ray Oldenburg maintains that public hangouts, which constitute the heart of vibrant communities, support sociability best when activities are unplanned, unorganized, and unrestricted (33). He claims that without the constraints of preplanned control we will be more in control of ourselves and more aware of one another (198). More recently, Charles Landry suggests that “structured instability” and “controlled disruption,” resulting from competition, conflict, crisis, and debate, make cities less comfortable but more exciting. Further, he argues that “endemic structural disorder” requiring ongoing adjustments can generate healthy creative activity and stimulate continual innovation (156-58). Kevin Robins, too, believes that any viable social system must be prepared to accept a level of uncertainty, disorder, and fear. He observes, however, that techno-communities are “driven by the compulsion to neutralize,” and they therefore exclude these possibilities in favour of order and security (90-91). Indeed, order and security are the dominant characteristics that less idealistic observers have identified with cyberspace. Alexander Galloway explains how, despite its potential as a liberating development, the Internet is based on technologies of control. This control is exercised at the code level through technical protocols, such as TCP/IP, DNS, and HTM, that determine disconnections as well as connections (Galloway). Lawrence Lessig suggests that in our examination of the ownership, regulation, and governance of the virtual commons, we must take into account three distinct layers. As well as the “logical” or “code” layer that Galloway foregrounds, we should also consider the “physical” layer, consisting of the computers and wires that carry Internet communications, and the “content” layer, which includes everything that we see and hear over the network. In principle, each of these layers could be free and unorganized, or privately owned and controlled (Lessig 23). Dan Schiller documents the increasing privatization of the Net and argues that corporate cyberspace extends the reach of the market, enabling it to penetrate into areas that have previously been considered to be part of the public domain. For Schiller, the Internet now serves as the main production and control mechanism of a global market system (xiv). Checking into Habbo Hotel Habbo Hotel is an example of a highly ordered and controlled online social space that uses community and game metaphors to suggest something much more open and playful. Designed to attract the teenage market, this graphically intensive cartoon-like hotel is like an interactive Legoland, in which participants assemble a toy-like “Habbo” character and chat, play games, and construct personal environments. The first Habbo Hotel opened its doors in the United Kingdom in 2000, and, by September 2004, localized sites were based in a dozen countries, including Canada, the Unites States, Finland, Japan, Switzerland and Spain, with further expansion planned. At that time, there were more than seventeen million registered Habbo characters worldwide with 2.3 million unique visitors each month (“Strong Growth”). The hotel contains thousands of private rooms and twenty-two public spaces, including a welcome lounge, three lobbies, cinema, game hall, café, pub, and an extensive hallway. Anyone can go to the Room-O-Matic and instantly create a free guest room. However, there are a limited number of layouts to choose from and the furnishings, which must be purchased, have be chosen from a catalog of fixed offerings. All rooms are located on one of five floors, which categorize them according to use (parties, games, models, mazes, and trading). Paradoxically, the so-called public spaces are more restricted and less public than the private guest quarters. The limited capacity of the rooms means that all of the public spaces are full most of the time. Priority is given to paying Habbo Club members and others are denied entry or are unceremoniously ejected from a room when it becomes full. Most visitors never make it into the front lobby. This rigid and restricted construction is far from Novak’s vision of a “liquid architecture” without barriers, that morphs in response to the constantly changing desires of individual inhabitants (Novak 250). Before entering the virtual hotel, individuals must first create a Lego-like avatar. Users choose a unique name for their Habbo (no foul language is allowed) and construct their online persona from a limited selection and colour of body parts. One of two different wardrobes is available, depending on whether “Boy” or “Girl” is chosen. The gender of every Habbo is easily recognizable and the restricted wardrobe results in remarkably similar looking young characters. The lack of differentiation encourages participants to treat other Habbos as generic “Boys” or “Girls” and it encourages limited and predictable conversations that fit the stereotype of male-female interactions in most chat sites. Contrary to Turkle’s contention that computer mediated communication technologies expose the fallacy of a single, fixed, identity, and free participants to experiment with alternative selves (15-17), Habbo characters are permitted just one unchangeable name, and are capable of only limited visual transformations. A fixed link between each Habbo character and its registered user (information that is not available to other participants) allows the hotel management to track members through the site and monitor their behavior. Habbo movements are limited to walking, waving, dancing and drinking virtual alcohol-free beverages. Movement between spaces is accomplished by entering a teleport booth, or by selecting a location by name from the hotel Navigator. Habbos cannot jump, fly or walk through objects or other Habbos. They have no special powers and only a limited ability to interact with objects in their environment. They cannot be hurt or otherwise affected by anything in their surroundings, including other Habbos. The emphasis is on safety and avoidance of conflict. Text chat in Habbo Hotel is limited to one sixty-one-character line, which appears above the Habbo, floats upward, and quickly disappears off the top of the screen. Text must be typed in real time while reading on-going conversations and it is not possible to archive a chat sessions or view past exchanges. There is no way of posting a message on a public board. Using the Habbo Console, shorter messages can also be exchanged between Habbos who may be occupying different rooms. The only other narratives available on the site are in the form of official news and promotions. Before checking into the hotel, Habbos can stop to read Habbo Today, which promotes current offers and activities, and HabboHood Happenings, which offers safety tips, information about membership benefits, jobs (paid in furniture), contest winners, and polls. According to Rheingold, a virtual community can form online when enough people participate in meaningful public discussions over an extended period of time and develop “webs of personal relationships” (Virtual Community 5). By restricting communication to short, fleeting messages between individual Habbos, the hotel frustrates efforts by members to engage in significant dialogue and create a viable social group. Although “community” is an important part of the Habbo Hotel brand, it is unlikely to be a substantial part of the actual experience. The virtual hotel is promoted as a safe, non-threatening environment suitable for the teenagers is designed to attract. Parents’ concerns about the dangers of an unregulated chat space provide the hotel management with a justification for creating a highly controlled social space. The hotel is patrolled twenty-four hours a day by professional moderators backed-up by a team of 180 volunteer “Hobbas,” or guides, who can issue warnings to misbehaving Habbos, or temporarily ban them from the site. All text keyed in by Habbos passes through an automated “Bobba Filter” that removes swearing, racist words, explicit sexual comments and “anything that goes against the “Habbo Way” (“Bad Language”). Stick to the rules and you’ll have fun, Habbos are told, “break them and you’ll get yourself banned” (“Habbo Way”). In Big Brother fashion, messages are displayed throughought the hotel advising members to “Stay safe, read the Habbohood Watch,” “Never give out your details!” and “Obey the Habbo way and you’ll be OK.” This miniature surveillance society contradicts Barlow’s observation that cyberspace serves as “a perfect breeding ground for both outlaws and new ideas about liberty” (“Crime” 460). In his manifesto declaring the independence of cyberspace from government control, he maintains that the state has no authority in the electronic “global social space,” where, he asserts, “[w]e are forming our own Social Contract” based on the Golden Rule (“Declaration”). However, Habbo Hotel shows how the rule of the marketplace, which values profits more than social practices, can limit the freedoms of online civil society just as effectively as the most draconian government regulation. Place your order Far from permitting the “controlled disruption” advocated by Landry, the hotel management ensures that nothing is allowed to disrupt their control over the participants. Without conflict and debate, there are few triggers for creative activity in the site, which is designed to encourage consumption, not community. Timo Soininen, the managing director of the company that designed the hotel, states that, because teenagers like to showcase their own personal style, “self-expression is the key to our whole concept.” However, since it isn’t possible to create a Habbo from scratch, or to import clothing or other objects from outside the site, the only way for members to effectively express themselves is by decorating and furnishing their room with items purchased from the Habbo Catalogue. “You see, this,” admits Soininen, “is where our revenue model kicks in” (Shalit). Real-world products and services are also marketed through ads and promotions that are integrated into chat, news, and games. The result, according to Habbo Ltd, is “the ideal vehicle for third party brands to reach this highly desired 12-18 year-old market in a cost-effective and creative manner” (“Habbo Company Profile”). Habbo Hotel is a good example of what Herbert Schiller describes as the corporate capture of sites of public expression. He notes that, when put at the service of growing corporate power, new technologies “provide the instrumentation for organizing and channeling expression” (5-6). In an afterword to a revised edition of The Virtual Community, published in 2000, Rheingold reports on the sale of the WELL to a privately owned corporation, and its decline as a lively social space when order was imposed from the top down. Although he believes that there is a place for commercial virtual communities on the Net, he acknowledges that as economic forces become more entrenched, “more controls will be instituted because there is more at stake.” While remaining hopeful that activists can leverage the power of many-to-many communications for the public good, he wonders what will happen when “the decentralized network infrastructure and freewheeling network economy collides with the continuing growth of mammoth, global, communication empires” (Virtual Community Rev. 375-7). Although the company that built Habbo Hotel is far from achieving global empire status, their project illustrates how the dominant ethos of privatization and the increasing emphasis on consumption results in gated virtual communities that are highly ordered, restricted, and controlled. The popularity of the hotel reflects the desire of millions of Habbos to express their identities and ideas in a playful environment that they are free to create and manipulate. However, they soon find that the rules are stacked against them. Restricted design options, severe communication limitations, and fixed architectural constraints mean that the only freedom left is the freedom to choose from a narrow range of provided options. In private cyberspaces like Habbo Hotel, the logic of the market rules out unrestrained many-to-many communications in favour of controlled commercial relationships. The liberating potential of the Internet that was recognized by Rheingold and others has been diminished as the forces of globalized commerce impose their order on the electronic frontier. References “Bad Language.” Habbo Hotel. 2004. Sulake UK Ltd. 15 Apr. 2004 http://www.habbohotel.co.uk/habbo/en/help/safety/badlanguage/>. Barlow, John Perry. “Crime and Puzzlement.” High Noon on the Electronic Frontier: Conceptual Issues in Cyberspace. Ed. Peter Ludlow. Cambridge, Mass.: MIT P, 1996. 459-86. ———. “A Declaration of the Independence of Cyberspace.” 8 Feb. 1996. 3 July 2004 http://www.eff.org/~barlow/Declaration-Final.html>. Galloway, Alexander R. Protocol: How Control Exists after Decentralization. Cambridge, Mass.: MIT P, 2004. “Habbo Company Profile.” Habbo Hotel. 2002. Habbo Ltd. 20 Jan. 2003 http://www.habbogroup.com>. “The Habbo Way.” Habbo Hotel. 2004. Sulake UK Ltd. 15 Apr. 2004 http://www.habbohotel.co.uk/habbo/en/help/safety/habboway/>. Landry, Charles. The Creative City: A Toolkit for Urban Innovators. London: Earthscan, 2000. Lessig, Lawrence. The Future of Ideas: The Fate of the Commons in a Connected World. New York: Random, 2001. Novak, Marcos. “Liquid Architecture in Cyberspace.” Cyberspace: First Steps. Ed. Michael Benedikt. Cambridge, Mass.: MIT P, 1991. 225-54. Oldenburg, Ray. The Great Good Place: Cafés, Coffee Shops, Community Centers, Beauty Parlors, General Stores, Bars, Hangouts and How They Get You through the Day. New York: Paragon, 1989. Rheingold, Howard. The Virtual Community: Homesteading on the Electronic Frontier. New York: Harper, 1993. ———. The Virtual Community: Homesteading on the Electronic Frontier. Rev. ed. Cambridge, Mass.: MIT P, 2000. Robins, Kevin. “Cyberspace and the World We Live In.” The Cybercultures Reader. Eds. David Bell and Barbara M. Kennedy. London: Routledge, 2000. 77-95. Schiller, Dan. Digital Capitalism: Networking the Global Market System. Cambridge, Mass.: MIT P, 1999. Schiller, Herbert I. Culture Inc.: The Corporate Takeover of Public Expression. New York: Oxford UP, 1991. Sennett, Richard. The Uses of Disorder: Personal Identity & City Life. New York: Vintage, 1970. Shalit, Ruth. “Welcome to the Habbo Hotel.” mpulse Magazine. Mar. 2002. Hewlett-Packard. 1 Apr. 2004 http://www.cooltown.com/cooltown/mpulse/0302-habbo.asp>. “Strong Growth in Sulake’s Revenues and Profit – Habbo Hotel Online Game Will Launch in the US in September.” 3 Sept. 2004. Sulake. Sulake Corp. 9 Jan. 2005 http://www.sulake.com/>. Turkle, Sherry. Life on the Screen: Identity in the Age of the Internet. New York: Simon, 1997. Citation reference for this article MLA Style McGuire, Mark. "Ordered Communities." M/C Journal 7.6 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0501/06-mcguire.php>. APA Style McGuire, M. (Jan. 2005) "Ordered Communities," M/C Journal, 7(6). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0501/06-mcguire.php>.

And the Word was made flesh, and dwelt amongst us, ... full of grace and truth. -- John 1, 14. So you use the Internet. Perhaps during the course of today you have interacted with an individual with whom you have had no direct real life experience. In email, on ICQ, or within one of the Activeworlds, you may have come to understand and recognise the personality of someone with whom you interact regularly. Even though you've never met them in the flesh, they have a presence in your life. They may give no clues as to their location or hints at any form of personal identifier. You even accept what they show of themselves as a sort of truth, although it may be unverifiable. What else can you do? In effect, you have been dealing with a pseudonymous individual. The use of pseudonyms "creates a context of 'managed ambiguity', permitting relationship, while offering an opportunity to actively conceal or reveal elements of real-life identity" (Chester & Gwynne). Pseudonymity differs from anonymity in that an alias is bestowed upon or chosen by the user, and used consistently over time. New technologies will allow this idea to be taken even further, with users able to construct untraceable identities for use online. These identities will be the "bodies", the new flesh, the vehicle in which users will conduct their online lives. Like Baudrillard's simulacra, this new flesh may even be a representation of something that does not exist in the real world. The driving forces for Internet pseudonymity may include users' desires to play with the concept of identity and explore their own personalities. As Sherry Turkle notes, "computer-mediated communications can serve as a place for the construction and reconstruction of identities" (Turkle 14). With more and more of our everyday activities occurring online the opportunities increase for creation of an online identity that may be different to that presented in real life. Even in choosing a name for use online, we are creating the new flesh in embryonic form. For example on Internet Relay Chat, like many communication forms on the Internet, there is a lack of visual cues associated with participants. To overcome the lack of information which would otherwise be obtained by viewing participants face to face, a self-chosen name becomes the "only initial way of saying who we are, in literally one word or one expression" (Bechar-Israeli). Thus the chosen name becomes a very important token of identity, and may communicate a quite different picture of its owner than exists in reality. However some Internet users lack the opportunity or inclination for this sort of "play". In particular, for many professional, academic and business users, "their institutional connection is a highly relevant fact" (Wynn & Katz). Conducting themselves pseudonymously would require a long period of reputation and credential building that would interfere with their purpose in using the Internet. Pseudonymity is thus unlikely to be an attractive option for these users. However, out in the wider Internet community, another driver for the development of technological solutions to pseudonymity is a broadly felt concern for privacy on the Internet. In October last year a major survey of Internet users found that respondents ranked privacy as the "single most critical issue facing the Internet" (Graphic, Visualization, & Usability Center). Internet users need assurance that they may conduct online activities without fear of surveillance. The concerns about Internet privacy have expanded beyond the traditional fears of government intrusion to include fears about commercial interests reaching further into our private lives. This latter concern may be best expressed in terms of the commoditisation of private information. Information about the behaviour and patterns of individuals is becoming increasingly valuable in our societies. If information about ourselves is becoming valuable, we hope to respond by controlling access to that information and even requiring something in exchange for its use. Think of a customer loyalty card on which you are collecting "points". In effect, the user has swapped their demographic details and a full purchase history for a prize, or a discount on some future purchase. This allows a commercially useful correlation between the individual and their personal situation, likes, dislikes, wants and needs, and behaviour as a consumer. At the same time the user has (hopefully) gained something from the exchange. For commercial interests on the Internet, such an arrangement is unnecessary because the correlation of individuals with their online behaviour patterns is easier to uncover. One example of this is the recent move of database marketers onto the Internet. Last year IntelliQuest, owners of a large database comprising "over 50% of Internet-enabled households" (IntelliQuest), announced a plan to join forces with 24/7, an Internet advertising firm. Unless the user indicates otherwise, Intelliquest will collect demographic data when a software product is registered online. An identifying file (a "cookie") is placed on the user's hard-drive which can be "read" by Websites visited subsequently. 24/7, in cooperation with the visited Website, are then able to serve advertisements targeted to the specific user. 24/7 will track the movements of specific users, and can then "supply IntelliQuest with online surfing habits to supplement [Intelliquest's] demographic information" (Bicknell). In effect, the Internet user has given away their demographic data and a full browsing history for nothing in return. In response to issues of this nature, researchers around the world are developing methods to separate the content of online communications from association with individual senders and receivers. An example is "Crowds", which "operates by grouping users into a large and geographically diverse group (crowd) that collectively issues requests on behalf of its members" (Reiter & Rubin). This prevents a Webserver from identifying the original user requesting a Web page. At the same time, the user could also employ the "Lucent Personal Web Page Assistant" which inserts randomly generated pseudonyms "into Web forms that request a user's name". The system is designed to "consistently use the same pseudonyms every time a particular user returns to the same site, but use a different pseudonym at each Web site" (Cranor). Although each Website may gain information about the browsing habits of a particular pseudonymous user on their own site, it is unable to cross-reference that information with other sites and databases. Taking these and related ideas further is Zero-Knowledge Systems, whose unreleased "Freedom" product reportedly allows the user to create multiple untraceable digital pseudonyms. The company even states that using Freedom to create different pseudonyms gives the user the "opportunity to separately explore completely different areas of the Internet and avoid being profiled by Internet marketers" (Zero-Knowledge Systems). As yet, all of these technologies are immature and often require a motivation and degree of proficiency possibly beyond that of many Internet users. But increasingly the trend is for the technologies to be built invisibly into the lower levels of Internet infrastructure, so that the user may only need to overtly choose who or what they want to be today. The technical details of presenting a consistent and pseudonymous identity will be taken care of automatically. Pseudonymity, and especially anonymity, on the Internet are subject to abuse. Several anonymous remailers, forerunners of systems like Freedom, have had to shut down or restrict their services. In most cases this was not because of criminal or libellous abuse (which would be difficult to prove given the nature of the systems concerned), but because of mass email spam being routed through them. Authorities worldwide are naturally concerned that anonymising and pseudonymising systems may shield the activities of serious criminals. The Cypherpunks, a loose grouping of Internet cryptography and anonymity advocates, term this the "Four Horsemen of the Infocalypse" scenario. Cypherpunks see authorities exaggerating the spectres of "terrorists, paedophiles, drug dealers, and money launderers" ("Adam") in their arguments for greater regulation of the Internet. Despite the hyperbole on both sides, these are serious issues over which debate will intensify. Up until now a deterrent to crime has been the possibility that a criminal might be held responsible for their actions and be bodily removed from society by being taken to prison. With a real life crime committed under conditions of untraceable pseudonymity, only the criminal's pseudonym may be identified. The pseudonymous identity may be removed from society by perhaps somehow being prevented from using the network. But the actual criminal is still free to create another pseudonym and resume activities. Thus, the pseudonymous identity is not subject to the same physical controls or constraints on behaviour as the bodies we use in real life. Perhaps even more alarmingly, the new flesh may still be subject to what could arguably be seen as derivations of real life crimes, such as rape. By the same token this freedom from constraint could also be a positive thing. A person could choose to shape a pseudonymous identity quite different from their real life identity. They might choose a different name, gender, age, body or personality type; and if they are unsatisfied with their experiment, they may try another. Here, the new flesh allows changes in appearence and personality without therapy or surgery. Explorations of the possibilities inherent in the new flesh might help reconcile people to their problems with the old. The improvement and eventual transparency of pseudonymity enhancing technologies will have wide ranging effects. David Post, of the Cyberspace Law Institute, believes pseudonymous speech "is valuable in a way that anonymous speech is not and cannot be, because it permits the accumulation of reputational capital and 'goodwill' over time in the pseudonym itself, while simultaneously serving as a liability limitation insulating the speaker's 'true identity' from exposure" (Post). Given enough time, we may come to accept and trust a pseudonymous identity without needing to question its real life owner. An individual may ultimately be judged less on who or what they are and more on what they are actually seen to do. Pseudonymous life will permit individuals to take part in all aspects of Internet society, to build communities, participate in electronic commerce, and explore aspects of human existence independently and without compromising their real life identities. As the use of the Internet broadens we shall likely see not only pseudonyms in use, but also avatars, representations of a physical form that the user has chosen as their outward appearance. These may be seen now in some three-dimensional interactive spaces, such as Activeworlds, where the user can construct their own body. The avatar is "seen" by other users as the form and location of a pseudonymous individual. One wonders if the new flesh will be a replacement for the old, rather than a sort of supplement. Certainly there is not the technology available now or in the near future for pseudonymous life as a full replacement for the real, The Matrix notwithstanding. Would anyone really want a full replacement which is technically inferior to the real thing? But perhaps without wanting to divorce themselves from the real world, users will still take up pseudonyms for varied reasons -- among them a desire for experiment, privacy, or simply because their Internet Service provider offers the facility. Stewart Brand once said "we are as gods and might as well get good at it". In terms of the Internet, the potential for an almost godlike power to create identities and appearances could lead to a virtual world of the word made flesh. This new flesh may not necessarily be full of grace and truth, but it will dwell amongst us. References "Adam". "The Four Horsemen of the Infocalyse." 1995. 16 Apr. 1999 <http://www.decode.com/fourhorsemen.php>. Bechar-Israeli, Haya. "From <Bonehead&gt to <cLoNehEAd&gt: Nicknames, Play, and Identity on Internet Relay Chat." 1995. 3 May 1999 <http://www.ascusc.org/jcmc/vol1/issue2/bechar.php>. Bicknell, Craig. "Database Marketing on the Web." 1998. 8 Apr. 1999 <http://www.wired.com/news/news/business/story/15456.php>. Chester, Andrea, and Gillian Gwynne. "Online Teaching: Encouraging Collaboration through Anonymity." Journal of Computer Mediated Communication 4.2 (1998). 12 Apr. 1999 <http://www.ascusc.org/jcmc/vol4/issue2/chester.php>. Cranor, Lorrie. "Internet Privacy: A Public Concern." 1998. 7 Apr. 1999 <http://www.research.att.com/~lorrie/pubs/networker-privacy.php>. Graphic, Visualization, & Usability Center. "10th WWW User Survey." 1999. 7 Apr. 1999 <http://www.gvu.gatech.edu/gvu/user_surveys/survey-1998-10/>. IntelliQuest. "IntelliQuest's Rapidly Growing High-Tech Household Database Now Identifies More Than 11.5 Million Internet-User Households." 1999. 8 Apr. 1999 <http://www.iq2.net/news/hthh.htm>. Post, David. "Pooling Intellectual Capital: Thoughts on Anonymity, Pseudonymity, and Limited Liability in Cyberspace." 1996. 14 Apr. 1999 <http://www.cli.org/DPost/paper8.htm>. Reiter, Mike, and Avi Rubin. "Anonymity Loves Company." 1999. 14 Apr. 1999 <http://www.research.att.com/projects/crowds/>. Turkle, Sherry. Life on the Screen: Identity in the Age of the Internet. New York: Touchstone, 1995. Wynn, Eleanor, and James Katz. "Hyperbole over Cyberspace: Self-presentation & Social Boundaries in Internet Home Pages and Discourse." The Information Society 13.4 (1998). 13 Apr. 1999 <http://www.slis.indiana.edu/TIS/hyperbole.php>. Zero-Knowledge Systems. "What is Freedom?" 1999. 14 Apr. 1999 <http://www.zeroknowledge.com/products/what.asp>. Citation reference for this article MLA style: Alan Macdougall. "'And the Word Was Made Flesh and Dwelt among Us...': Towards Pseudonymous Life on the Internet." M/C: A Journal of Media and Culture 2.3 (1999). [your date of access] <http://www.uq.edu.au/mc/9905/life.php>. Chicago style: Alan Macdougall, "'And the Word Was Made Flesh and Dwelt among Us...': Towards Pseudonymous Life on the Internet," M/C: A Journal of Media and Culture 2, no. 3 (1999), <http://www.uq.edu.au/mc/9905/life.php> ([your date of access]). APA style: Alan Macdougall. (1999) 'And the word was made flesh and dwelt among us...': towards pseudonymous life on the Internet. M/C: A Journal of Media and Culture 2(3). <http://www.uq.edu.au/mc/9905/life.php> ([your date of access]).

From elephants to ABBA fans, silicon to hormone, the following discussion uses a new research method to look at printed text, motion pictures and a teenage rebel icon. If by ‘print’ we mean a mechanically reproduced impression of a cultural symbol in a medium, then printing has been with us since before microdot security prints were painted onto cars, before voice prints, laser prints, network servers, record pressings, motion picture prints, photo prints, colour woodblock prints, before books, textile prints, and footprints. If we accept that higher mammals such as elephants have a learnt culture, then it is possible to extend a definition of printing beyond Homo sapiens. Poole reports that elephants mechanically trumpet reproductions of human car horns into the air surrounding their society. If nothing else, this cross-species, cross-cultural reproduction, this ‘ability to mimic’ is ‘another sign of their intelligence’. Observation of child development suggests that the first significant meaningful ‘impression’ made on the human mind is that of the face of the child’s nurturer – usually its mother. The baby’s mind forms an ‘impression’, a mental print, a reproducible memory data set, of the nurturer’s face, voice, smell, touch, etc. That face is itself a cultural construct: hair style, makeup, piercings, tattoos, ornaments, nutrition-influenced skin and smell, perfume, temperature and voice. A mentally reproducible pattern of a unique face is formed in the mind, and we use that pattern to distinguish ‘familiar and strange’ in our expanding social orbit. The social relations of patterned memory – of imprinting – determine the extent to which we explore our world (armed with research aids such as text print) or whether we turn to violence or self-harm (Bretherton). While our cultural artifacts (such as vellum maps or networked voice message servers) bravely extend our significant patterns into the social world and the traversed environment, it is useful to remember that such artifacts, including print, are themselves understood by our original pattern-reproduction and impression system – the human mind, developed in childhood. The ‘print’ is brought to mind differently in different discourses. For a reader, a ‘print’ is a book, a memo or a broadsheet, whether it is the Indian Buddhist Sanskrit texts ordered to be printed in 593 AD by the Chinese emperor Sui Wen-ti (Silk Road) or the US Defense Department memo authorizing lower ranks to torture the prisoners taken by the Bush administration (Sanchez, cited in ABC). Other fields see prints differently. For a musician, a ‘print’ may be the sheet music which spread classical and popular music around the world; it may be a ‘record’ (as in a ‘recording’ session), where sound is impressed to wax, vinyl, charged silicon particles, or the alloys (Smith, “Elpida”) of an mp3 file. For the fine artist, a ‘print’ may be any mechanically reproduced two-dimensional (or embossed) impression of a significant image in media from paper to metal, textile to ceramics. ‘Print’ embraces the Japanese Ukiyo-e colour prints of Utamaro, the company logos that wink from credit card holographs, the early photographs of Talbot, and the textured patterns printed into neolithic ceramics. Computer hardware engineers print computational circuits. Homicide detectives investigate both sweaty finger prints and the repeated, mechanical gaits of suspects, which are imprinted into the earthy medium of a crime scene. For film makers, the ‘print’ may refer to a photochemical polyester reproduction of a motion picture artifact (the reel of ‘celluloid’), or a DVD laser disc impression of the same film. Textualist discourse has borrowed the word ‘print’ to mean ‘text’, so ‘print’ may also refer to the text elements within the vision track of a motion picture: the film’s opening titles, or texts photographed inside the motion picture story such as the sword-cut ‘Z’ in Zorro (Niblo). Before the invention of writing, the main mechanically reproduced impression of a cultural symbol in a medium was the humble footprint in the sand. The footprints of tribes – and neighbouring animals – cut tracks in the vegetation and the soil. Printed tracks led towards food, water, shelter, enemies and friends. Having learnt to pattern certain faces into their mental world, children grew older and were educated in the footprints of family and clan, enemies and food. The continuous impression of significant foot traffic in the medium of the earth produced the lines between significant nodes of prewriting and pre-wheeled cultures. These tracks were married to audio tracks, such as the song lines of the Australian Aborigines, or the ballads of tramping culture everywhere. A typical tramping song has the line, ‘There’s a track winding back to an old-fashion shack along the road to Gundagai,’ (O’Hagan), although this colonial-style song was actually written for radio and became an international hit on the airwaves, rather than the tramping trails. The printed tracks impressed by these cultural flows are highly contested and diverse, and their foot prints are woven into our very language. The names for printed tracks have entered our shared memory from the intersection of many cultures: ‘Track’ is a Germanic word entering English usage comparatively late (1470) and now used mainly in audio visual cultural reproduction, as in ‘soundtrack’. ‘Trek’ is a Dutch word for ‘track’ now used mainly by ecotourists and science fiction fans. ‘Learn’ is a Proto-Indo-European word: the verb ‘learn’ originally meant ‘to find a track’ back in the days when ‘learn’ had a noun form which meant ‘the sole of the foot’. ‘Tract’ and ‘trace’ are Latin words entering English print usage before 1374 and now used mainly in religious, and electronic surveillance, cultural reproduction. ‘Trench’ in 1386 was a French path cut through a forest. ‘Sagacity’ in English print in 1548 was originally the ability to track or hunt, in Proto-Indo-European cultures. ‘Career’ (in English before 1534) was the print made by chariots in ancient Rome. ‘Sleuth’ (1200) was a Norse noun for a track. ‘Investigation’ (1436) was Latin for studying a footprint (Harper). The arrival of symbolic writing scratched on caves, hearth stones, and trees (the original meaning of ‘book’ is tree), brought extremely limited text education close to home. Then, with baked clay tablets, incised boards, slate, bamboo, tortoise shell, cast metal, bark cloth, textiles, vellum, and – later – paper, a portability came to text that allowed any culture to venture away from known ‘foot’ paths with a reduction in the risk of becoming lost and perishing. So began the world of maps, memos, bills of sale, philosophic treatises and epic mythologies. Some of this was printed, such as the mechanical reproduction of coins, but the fine handwriting required of long, extended, portable texts could not be printed until the invention of paper in China about 2000 years ago. Compared to lithic architecture and genes, portable text is a fragile medium, and little survives from the millennia of its innovators. The printing of large non-text designs onto bark-paper and textiles began in neolithic times, but Sui Wen-ti’s imperial memo of 593 AD gives us the earliest written date for printed books, although we can assume they had been published for many years previously. The printed book was a combination of Indian philosophic thought, wood carving, ink chemistry and Chinese paper. The earliest surviving fragment of paper-print technology is ‘Mantras of the Dharani Sutra’, a Buddhist scripture written in the Sanskrit language of the Indian subcontinent, unearthed at an early Tang Dynasty site in Xian, China – making the fragment a veteran piece of printing, in the sense that Sanskrit books had been in print for at least a century by the early Tang Dynasty (Chinese Graphic Arts Net). At first, paper books were printed with page-size carved wooden boards. Five hundred years later, Pi Sheng (c.1041) baked individual reusable ceramic characters in a fire and invented the durable moveable type of modern printing (Silk Road 2000). Abandoning carved wooden tablets, the ‘digitizing’ of Chinese moveable type sped up the production of printed texts. In turn, Pi Sheng’s flexible, rapid, sustainable printing process expanded the political-cultural impact of the literati in Asian society. Digitized block text on paper produced a bureaucratic, literate elite so powerful in Asia that Louis XVI of France copied China’s print-based Confucian system of political authority for his own empire, and so began the rise of the examined public university systems, and the civil service systems, of most European states (Watson, Visions). By reason of its durability, its rapid mechanical reproduction, its culturally agreed signs, literate readership, revered authorship, shared ideology, and distributed portability, a ‘print’ can be a powerful cultural network which builds and expands empires. But print also attacks and destroys empires. A case in point is the Spanish conquest of Aztec America: The Aztecs had immense libraries of American literature on bark-cloth scrolls, a technology which predated paper. These libraries were wiped out by the invading Spanish, who carried a different book before them (Ewins). In the industrial age, the printing press and the gun were seen as the weapons of rebellions everywhere. In 1776, American rebels staffed their ‘Homeland Security’ units with paper makers, knowing that defeating the English would be based on printed and written documents (Hahn). Mao Zedong was a book librarian; Mao said political power came out of the barrel of a gun, but Mao himself came out of a library. With the spread of wireless networked servers, political ferment comes out of the barrel of the cell phone and the internet chat room these days. Witness the cell phone displays of a plane hitting a tower that appear immediately after 9/11 in the Middle East, or witness the show trials of a few US and UK lower ranks who published prints of their torturing activities onto the internet: only lower ranks who published prints were arrested or tried. The control of secure servers and satellites is the new press. These days, we live in a global library of burning books – ‘burning’ in the sense that ‘print’ is now a charged silicon medium (Smith, “Intel”) which is usually made readable by connecting the chip to nuclear reactors and petrochemically-fired power stations. World resources burn as we read our screens. Men, women, children burn too, as we watch our infotainment news in comfort while ‘their’ flickering dead faces are printed in our broadcast hearths. The print we watch is not the living; it is the voodoo of the living in the blackout behind the camera, engaging the blood sacrifice of the tormented and the unfortunate. Internet texts are also ‘on fire’ in the third sense of their fragility and instability as a medium: data bases regularly ‘print’ fail-safe copies in an attempt to postpone the inevitable mechanical, chemical and electrical failure that awaits all electronic media in time. Print defines a moral position for everyone. In reporting conflict, in deciding to go to press or censor, any ‘print’ cannot avoid an ethical context, starting with the fact that there is a difference in power between print maker, armed perpetrators, the weak, the peaceful, the publisher, and the viewer. So many human factors attend a text, video or voice ‘print’: its very existence as an aesthetic object, even before publication and reception, speaks of unbalanced, and therefore dynamic, power relationships. For example, Graham Greene departed unscathed from all the highly dangerous battlefields he entered as a novelist: Riot-torn Germany, London Blitz, Belgian Congo, Voodoo Haiti, Vietnam, Panama, Reagan’s Washington, and mafia Europe. His texts are peopled with the injustices of the less fortunate of the twentieth century, while he himself was a member of the fortunate (if not happy) elite, as is anyone today who has the luxury of time to read Greene’s works for pleasure. Ethically a member of London and Paris’ colonizers, Greene’s best writing still electrifies, perhaps partly because he was in the same line of fire as the victims he shared bread with. In fact, Greene hoped daily that he would escape from the dreadful conflicts he fictionalized via a body bag or an urn of ashes (see Sherry). In reading an author’s biography we have one window on the ethical dimensions of authority and print. If a print’s aesthetics are sometimes enduring, its ethical relationships are always mutable. Take the stylized logo of a running athlete: four limbs bent in a rotation of action. This dynamic icon has symbolized ‘good health’ in Hindu and Buddhist culture, from Madras to Tokyo, for thousands of years. The cross of bent limbs was borrowed for the militarized health programs of 1930s Germany, and, because of what was only a brief, recent, isolated yet monstrously horrific segment of its history in print, the bent-limbed swastika is now a vilified symbol in the West. The sign remains ‘impressed’ differently on traditional Eastern culture, and without the taint of Nazism. Dramatic prints are emotionally charged because, in depicting Homo sapiens in danger, or passionately in love, they elicit a hormonal reaction from the reader, the viewer, or the audience. The type of emotions triggered by a print vary across the whole gamut of human chemistry. A recent study of three genres of motion picture prints shows a marked differences in the hormonal responses of men compared to women when viewing a romance, an actioner, and a documentary (see Schultheiss, Wirth, and Stanton). Society is biochemically diverse in its engagement with printed culture, which raises questions about equality in the arts. Motion picture prints probably comprise around one third of internet traffic, in the form of stolen digitized movie files pirated across the globe via peer-to-peer file transfer networks (p2p), and burnt as DVD laser prints (BBC). There is also a US 40 billion dollar per annum legitimate commerce in DVD laser pressings (Grassl), which would suggest an US 80 billion per annum world total in legitimate laser disc print culture. The actively screen literate, or the ‘sliterati’ as I prefer to call them, research this world of motion picture prints via their peers, their internet information channels, their television programming, and their web forums. Most of this activity occurs outside the ambit of universities and schools. One large site of sliterate (screen literate) practice outside most schooling and official research is the net of online forums at imdb.com (International Movie Data Base). Imdb.com ‘prints’ about 25,000,000 top pages per month to client browsers. Hundreds of sliterati forums are located at imdb, including a forum for the Australian movie, Muriel’s Wedding (Hogan). Ten years after the release of Muriel’s Wedding, young people who are concerned with victimization and bullying still log on to http://us.imdb.com/title/tt0110598/board/> and put their thoughts into print: I still feel so bad for Muriel in the beginning of the movie, when the girls ‘dump’ her, and how much the poor girl cried and cried! Those girls were such biartches…I love how they got their comeuppance! bunniesormaybemidgets’s comment is typical of the current discussion. Muriel’s Wedding was a very popular film in its first cinema edition in Australia and elsewhere. About 30% of the entire over-14 Australian population went to see this photochemical polyester print in the cinemas on its first release. A decade on, the distributors printed a DVD laser disc edition. The story concerns Muriel (played by Toni Collette), the unemployed daughter of a corrupt, ‘police state’ politician. Muriel is bullied by her peers and she withdraws into a fantasy world, deluding herself that a white wedding will rescue her from the torments of her blighted life. Through theft and deceit (the modus operandi of her father) Muriel escapes to the entertainment industry and finds a ‘wicked’ girlfriend mentor. From a rebellious position of stubborn independence, Muriel plays out her fantasy. She gets her white wedding, before seeing both her father and her new married life as hollow shams which have goaded her abandoned mother to suicide. Redefining her life as a ‘game’ and assuming responsibility for her independence, Muriel turns her back on the mainstream, image-conscious, female gang of her oppressed youth. Muriel leaves the story, having rekindled her friendship with her rebel mentor. My methodological approach to viewing the laser disc print was to first make a more accessible, coded record of the entire movie. I was able to code and record the print in real time, using a new metalanguage (Watson, “Eyes”). The advantage of Coding is that ‘thinks’ the same way as film making, it does not sidetrack the analyst into prose. The Code splits the movie print into Vision Action [vision graphic elements, including text] (sound) The Coding splits the vision track into normal action and graphic elements, such as text, so this Coding is an ideal method for extracting all the text elements of a film in real time. After playing the film once, I had four and a half tightly packed pages of the coded story, including all its text elements in square brackets. Being a unique, indexed hard copy, the Coded copy allowed me immediate access to any point of the Muriel’s Wedding saga without having to search the DVD laser print. How are ‘print’ elements used in Muriel’s Wedding? Firstly, a rose-coloured monoprint of Muriel Heslop’s smiling face stares enigmatically from the plastic surface of the DVD picture disc. The print is a still photo captured from her smile as she walked down the aisle of her white wedding. In this print, Toni Collette is the Mona Lisa of Australian culture, except that fans of Muriel’s Wedding know the meaning of that smile is a magical combination of the actor’s art: the smile is both the flush of dreams come true and the frightening self deception that will kill her mother. Inserting and playing the disc, the text-dominant menu appears, and the film commences with the text-dominant opening titles. Text and titles confer a legitimacy on a work, whether it is a trade mark of the laser print owners, or the household names of stars. Text titles confer status relationships on both the presenters of the cultural artifact and the viewer who has entered into a legal license agreement with the owners of the movie. A title makes us comfortable, because the mind always seeks to name the unfamiliar, and a set of text titles does that job for us so that we can navigate the ‘tracks’ and settle into our engagement with the unfamiliar. The apparent ‘truth’ and ‘stability’ of printed text calms our fears and beguiles our uncertainties. Muriel attends the white wedding of a school bully bride, wearing a leopard print dress she has stolen. Muriel’s spotted wild animal print contrasts with the pure white handmade dress of the bride. In Muriel’s leopard textile print, we have the wild, rebellious, impoverished, inappropriate intrusion into the social ritual and fantasy of her high-status tormentor. An off-duty store detective recognizes the printed dress and calls the police. The police are themselves distinguished by their blue-and-white checked prints and other mechanically reproduced impressions of cultural symbols: in steel, brass, embroidery, leather and plastics. Muriel is driven in the police car past the stenciled town sign (‘Welcome To Porpoise Spit’ heads a paragraph of small print). She is delivered to her father, a politician who presides over the policing of his town. In a state where the judiciary, police and executive are hijacked by the same tyrant, Muriel’s father, Bill, pays off the police constables with a carton of legal drugs (beer) and Muriel must face her father’s wrath, which he proceeds to transfer to his detested wife. Like his daughter, the father also wears a spotted brown print costume, but his is a batik print from neighbouring Indonesia (incidentally, in a nation that takes the political status of its batik prints very seriously). Bill demands that Muriel find the receipt for the leopard print dress she claims she has purchased. The legitimate ownership of the object is enmeshed with a printed receipt, the printed evidence of trade. The law (and the paramilitary power behind the law) are legitimized, or contested, by the presence or absence of printed text. Muriel hides in her bedroom, surround by poster prints of the pop group ABBA. Torn-out prints of other people’s weddings adorn her mirror. Her face is embossed with the clown-like primary colours of the marionette as she lifts a bouquet to her chin and stares into the real time ‘print’ of her mirror image. Bill takes the opportunity of a business meeting with Japanese investors to feed his entire family at ‘Charlie Chan’’s restaurant. Muriel’s middle sister sloppily wears her father’s state election tee shirt, printed with the text: ‘Vote 1, Bill Heslop. You can’t stop progress.’ The text sets up two ironic gags that are paid off on the dialogue track: “He lost,’ we are told. ‘Progress’ turns out to be funding the concreting of a beach. Bill berates his daughter Muriel: she has no chance of becoming a printer’s apprentice and she has failed a typing course. Her dysfunction in printed text has been covered up by Bill: he has bribed the typing teacher to issue a printed diploma to his daughter. In the gambling saloon of the club, under the arrays of mechanically repeated cultural symbols lit above the poker machines (‘A’ for ace, ‘Q’ for queen, etc.), Bill’s secret girlfriend Diedre risks giving Muriel a cosmetics job. Another text icon in lights announces the surf nightclub ‘Breakers’. Tania, the newly married queen bitch who has made Muriel’s teenage years a living hell, breaks up with her husband, deciding to cash in his negotiable text documents – his Bali honeymoon tickets – and go on an island holiday with her girlfriends instead. Text documents are the enduring site of agreements between people and also the site of mutations to those agreements. Tania dumps Muriel, who sobs and sobs. Sobs are a mechanical, percussive reproduction impressed on the sound track. Returning home, we discover that Muriel’s older brother has failed a printed test and been rejected for police recruitment. There is a high incidence of print illiteracy in the Heslop family. Mrs Heslop (Jeannie Drynan), for instance, regularly has trouble at the post office. Muriel sees a chance to escape the oppression of her family by tricking her mother into giving her a blank cheque. Here is the confluence of the legitimacy of a bank’s printed negotiable document with the risk and freedom of a blank space for rebel Muriel’s handwriting. Unable to type, her handwriting has the power to steal every cent of her father’s savings. She leaves home and spends the family’s savings at an island resort. On the island, the text print-challenged Muriel dances to a recording (sound print) of ABBA, her hand gestures emphasizing her bewigged face, which is made up in an impression of her pop idol. Her imitation of her goddesses – the ABBA women, her only hope in a real world of people who hate or avoid her – is accompanied by her goddesses’ voices singing: ‘the mystery book on the shelf is always repeating itself.’ Before jpeg and gif image downloads, we had postcard prints and snail mail. Muriel sends a postcard to her family, lying about her ‘success’ in the cosmetics business. The printed missal is clutched by her father Bill (Bill Hunter), who proclaims about his daughter, ‘you can’t type but you really impress me’. Meanwhile, on Hibiscus Island, Muriel lies under a moonlit palm tree with her newly found mentor, ‘bad girl’ Ronda (Rachel Griffiths). In this critical scene, where foolish Muriel opens her heart’s yearnings to a confidante she can finally trust, the director and DP have chosen to shoot a flat, high contrast blue filtered image. The visual result is very much like the semiabstract Japanese Ukiyo-e woodblock prints by Utamaro. This Japanese printing style informed the rise of European modern painting (Monet, Van Gogh, Picasso, etc., were all important collectors and students of Ukiyo-e prints). The above print and text elements in Muriel’s Wedding take us 27 minutes into her story, as recorded on a single page of real-time handwritten Coding. Although not discussed here, the Coding recorded the complete film – a total of 106 minutes of text elements and main graphic elements – as four pages of Code. Referring to this Coding some weeks after it was made, I looked up the final code on page four: taxi [food of the sea] bq. Translation: a shop sign whizzes past in the film’s background, as Muriel and Ronda leave Porpoise Spit in a taxi. Over their heads the text ‘Food Of The Sea’ flashes. We are reminded that Muriel and Ronda are mermaids, fantastic creatures sprung from the brow of author PJ Hogan, and illuminated even today in the pantheon of women’s coming-of-age art works. That the movie is relevant ten years on is evidenced by the current usage of the Muriel’s Wedding online forum, an intersection of wider discussions by sliterate women on imdb.com who, like Muriel, are observers (and in some cases victims) of horrific pressure from ambitious female gangs and bullies. Text is always a minor element in a motion picture (unless it is a subtitled foreign film) and text usually whizzes by subliminally while viewing a film. By Coding the work for [text], all the text nuances made by the film makers come to light. While I have viewed Muriel’s Wedding on many occasions, it has only been in Coding it specifically for text that I have noticed that Muriel is a representative of that vast class of talented youth who are discriminated against by print (as in text) educators who cannot offer her a life-affirming identity in the English classroom. Severely depressed at school, and failing to type or get a printer’s apprenticeship, Muriel finds paid work (and hence, freedom, life, identity, independence) working in her audio visual printed medium of choice: a video store in a new city. Muriel found a sliterate admirer at the video store but she later dumped him for her fantasy man, before leaving him too. One of the points of conjecture on the imdb Muriel’s Wedding site is, did Muriel (in the unwritten future) get back together with admirer Brice Nobes? That we will never know. While a print forms a track that tells us where culture has been, a print cannot be the future, a print is never animate reality. At the end of any trail of prints, one must lift one’s head from the last impression, and negotiate satisfaction in the happening world. References Australian Broadcasting Corporation. “Memo Shows US General Approved Interrogations.” 30 Mar. 2005 http://www.abc.net.au>. British Broadcasting Commission. “Films ‘Fuel Online File-Sharing’.’’ 22 Feb. 2005 http://news.bbc.co.uk/1/hi/technology/3890527.stm>. Bretherton, I. “The Origins of Attachment Theory: John Bowlby and Mary Ainsworth.” 1994. 23 Jan. 2005 http://www.psy.med.br/livros/autores/bowlby/bowlby.pdf>. Bunniesormaybemidgets. Chat Room Comment. “What Did Those Girls Do to Rhonda?” 28 Mar. 2005 http://us.imdb.com/title/tt0110598/board/>. Chinese Graphic Arts Net. Mantras of the Dharani Sutra. 20 Feb. 2005 http://www.cgan.com/english/english/cpg/engcp10.htm>. Ewins, R. Barkcloth and the Origins of Paper. 1991. 20 Feb. 2005 http://www.justpacific.com/pacific/papers/barkcloth~paper.html>. Grassl K.R. The DVD Statistical Report. 14 Mar. 2005 http://www.corbell.com>. Hahn, C. M. The Topic Is Paper. 20 Feb. 2005 http://www.nystamp.org/Topic_is_paper.html>. Harper, D. Online Etymology Dictionary. 14 Mar. 2005 http://www.etymonline.com/>. Mask of Zorro, The. Screenplay by J McCulley. UA, 1920. Muriel’s Wedding. Dir. PJ Hogan. Perf. Toni Collette, Rachel Griffiths, Bill Hunter, and Jeannie Drynan. Village Roadshow, 1994. O’Hagan, Jack. On The Road to Gundagai. 1922. 2 Apr. 2005 http://ingeb.org/songs/roadtogu.html>. Poole, J.H., P.L. Tyack, A.S. Stoeger-Horwath, and S. Watwood. “Animal Behaviour: Elephants Are Capable of Vocal Learning.” Nature 24 Mar. 2005. Sanchez, R. “Interrogation and Counter-Resistance Policy.” 14 Sept. 2003. 30 Mar. 2005 http://www.abc.net.au>. Schultheiss, O.C., M.M. Wirth, and S.J. Stanton. “Effects of Affiliation and Power Motivation Arousal on Salivary Progesterone and Testosterone.” Hormones and Behavior 46 (2005). Sherry, N. The Life of Graham Greene. 3 vols. London: Jonathan Cape 2004, 1994, 1989. Silk Road. Printing. 2000. 20 Feb. 2005 http://www.silk-road.com/artl/printing.shtml>. Smith, T. “Elpida Licenses ‘DVD on a Chip’ Memory Tech.” The Register 20 Feb. 2005 http://www.theregister.co.uk/2005/02>. —. “Intel Boffins Build First Continuous Beam Silicon Laser.” The Register 20 Feb. 2005 http://www.theregister.co.uk/2005/02>. Watson, R. S. “Eyes And Ears: Dramatic Memory Slicing and Salable Media Content.” Innovation and Speculation, ed. Brad Haseman. Brisbane: QUT. [in press] Watson, R. S. Visions. Melbourne: Curriculum Corporation, 1994. Citation reference for this article MLA Style Watson, Robert. "E-Press and Oppress: Audio Visual Print Drama, Identity, Text and Motion Picture Rebellion." M/C Journal 8.2 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0506/08-watson.php>. APA Style Watson, R. (Jun. 2005) "E-Press and Oppress: Audio Visual Print Drama, Identity, Text and Motion Picture Rebellion," M/C Journal, 8(2). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0506/08-watson.php>.