Journal articles on the topic 'Label Switched Path (LSP)'

In the digital era is , the internet becomes a necessity . the increasing number of internet usage by various parties encourages ISPs to improve their service quality . To overcome the problem the IETF has introduced a service Multiprotcol . MPLS-TE allows for schemes TE where the tip router of the label switched path (LSP) can calculate the many routes efficiently through the network to the router tip of the tail of the LSP. TE consists of three steps principal that is the size , model, and control . MPLS-TE allows for schemes TE where the tip router of the label switched path (LSP) can calculate the many routes efficiently through the network to the router tip of the tail of the LSP. ISIS is one of the routing protocol that was created for the OSI mode, using the method of link state as a method of collecting the route , ISIS also will perform the collection of information and the status of all the links that exist in the network . Analysis of the IS-IS routing protocol with the Multiprotocol label switch Traffic Engineering based on the parameters of quality of service (QoS), namely throughput and packet loss where the simulation uses the GNS3 network emulator. The test results prove that the values of throughput and packet loss are not much different.

Adaptive flexi-grid optical networks should be able to autonomously decide where and when to dynamically setup, reoptimize, and release elastic optical connections, in reaction to network state changes. A stateful path computation element (PCE) is a key element for the introduction of dynamics and adaptation in generalized multiprotocol label switching (GMPLS)-based distributed control plane for flexi-grid DWDM networks (e.g., global concurrent reoptimization, defragmentation, or elastic inverse-multiplexing), as well as for enabling the standardized deployment of the GMPLS control plane in the software defined network control architecture. First, this paper provides an overview of passive and active stateful PCE architectures for GMPLS-enabled flexi-grid DWDM networks. A passive stateful PCE allows for improved path computation considering not only the network state (TED) but also the global connection state label switched paths database (LSPDB), in comparison with a (stateless) PCE. However, it does not have direct control (modification, rerouting) of path reservations stored in the LSPDB. The lack of control of these label switched paths (LSPs) may result in the suboptimal performance. To this end, an active stateful PCE allows for optimal path computation considering the LSPDB for the control of the state (e.g., increase of LSP bandwidth, LSP rerouting) of the stored LSPs. More recently, an active stateful PCE architecture has also been proposed that exposes the capability of setting up and releasing new LSPs. It is known as active stateful PCE with instantiation capabilities. This paper presents the first prototype implementation and experimental evaluation of an active stateful PCE with instantiation capabilities for the GMPLS-controlled flexi-grid DWDM network of the ADRENALINE testbed.

Multiprotocol Label Switching (MPLS) is switching network and provides significant benefits by fast forwarding packets. MPLS is scalable network and it is useful for end-to-end quality of service (QoS), it also enabling efficient utilization of existing network resources. In MPLS, there is no admission control for nodes and it is connection-oriented network which makes network more reliable. For MPLS network, failure can be occur at any point of time if the network link is overloading with traffic or node leave network. If the link failure occur in the MPLS network then there is need to establish a new label switched path (LSP) and then forward the packets to the newly established LSP. The forwarding of failed link traffic to different or backup path this may leads LSP get more congested. Here some mechanisms used for to tolerate these link failures in MPLS network. The main focus to analyze the various mechanisms used for tolerates the link failure in MPLS based on the Quality of Service (QoS) parameters. The expected result from this thesis, the network should maintain connectivity after multiple failures without causing congestion. https://journalnx.com/journal-article/20150156

In recent years MPLS-Multiprotocol Label Switching enabled VPNs-Virtual Private Network have gained popularity as alternative to private WANs. MPLS-VPNs are more reliable, secure, scalable and cost effective than other candidate solutions. Traffic engineering (TE) is supported over MPLS, which allows network organizations to associate a LSP-Label Switched Path with the physical path they select. In this article, we present an implementation of traffic engineering over an Internet Service Prov ider (ISP)- based MPLS-VPN. We will start by defining the features, modes and preconditions for traffic engineering. Then we will explain what information needs to be disseminated to all the TE enabled routers and how the underlying routing protocol is modified to send it. Then we will define and configure MPLS TE tunnels. Finally, we will show how to achieve link protection in TE supported MPLS-VPN.

MPLS Transport Profile (MPLS-TP) technology is gaining importance as it becomes a dominant solution for a converged transport network in recent years. This paper outlines how MPLS-TP methodology can be implemented in the real world scenario. A comprehensive study is carried out on MPLS recovery mechanisms for protecting and restoring traffic after failure occurrence. In this paper the requirements of designing an efficient and reliable MPLS-TP label switch paths and tunnel are well considered and also set concrete evaluating criteria. In this paper, a full comprehensive simulation environment is created for a conventional network and MPLS applied over that traditional network to evaluate the comparative performance of network traffic behavior. Finally, the results are evaluated and analyzed on different versions of network simulators.

In GMPLS-controlled optical networks, the utilization of source-based path computation has some limitations, especially in large networks with stringent constraints (e.g., optical impairments) or in multilayer and multidomain networks, which leads to suboptimal routing solutions. The path computation eElement (PCE) can mitigate some weaknesses of GMPLS-controlled optical networks. The main idea behind the PCE is to decouple the path computation function from the GMPLS controllers into a dedicated entity with an open and well-defined interface and protocol. A (stateless) PCE is capable of computing a network path or route based on a network graph (i.e., the traffic engineering database-TED) and applying computational constraints. First, we present an overview of the PCE architecture and its communication protocol (PCEP). Then, we present in detail the considered source-routing shortcomings in GMPLS-controlled networks, namely, impairment-aware path computation, multidomain path computation and multilayer path computation, as well as the different PCE-based solutions that have been proposed to overcome each one of these problems. However, PCE-based computation also presents some limitations that lead to an increase in the path computation blocking or to suboptimal path computations. The stateful PCE overcomes the limitations of the stateless PCE, such as the outdated TED, the lack of global LSP state (i.e., set of computed paths and reserved resources in use in the network), and the lack of control of path reservations. A passive stateful PCE allows optimal path computation and increased path computation success, considering both the network state (TED) and the Label Switched Paths (LSP) state (LSP Database-LSPDB). Additionally, an active stateful PCE can modify existing LSPs (i.e., connections), and optionally, setup and/or release existing LSPs. Finally, the formal decoupling of the path computation allows more flexibility in the deployment of PCEs in other control- paradigms outside their original scope (MPLS/GMPLS). In this sense, we provide an overview of three PCE deployment models in the software defined network (SDN) control architecture.

An essential solution is available in Multi-protocol label switching (MPLS), which solve the problems faced by present-day networks: speed, scalability, quality-of-service (QoS) management, and traffic engineering. This paper is an extension of work on Fuzzy based Packet Scheduling Algorithm (FPSA) combined with Packets Processing Algorithm (PPA) in an Internet Protocol/Multi-Protocol Label Switching (IP/MPLS) networks. This will make provision for an intelligent service to the Label Switched Path (LSP) in MPLS networks. Several research work have been proposed on the MPLS Traffic Engineering. However, it is still imperative to further research on the effect of bandwidth increment on the core network using different mechanisms such as the analytical model of MPLS, expert-based packet scheduling algorithm for MPLS QoS support. Since MPLS is not able to provide intelligent routing, it is necessary to propose an intelligent expert system of FPSA combined with PPA. And analytical model of packet forwarding in the MPLS network would be given to provide suitable solution to traffic congestion and reliable services. Furthermore, the network model created using Network Simulator (NS 2), which carries non-real time application such as File Transfer Protocol (FTP) with bandwidth variations. The results obtained from trace files are interpreted by AWK script and used for the further analysis.

<strong>Abstract:</strong> The article focused on the usage of Multiprotocol Label Switching (MPLS) over VOIP network. One of the features that MPLS has is Traffic Engineering (TE) which can help overcome potential pot holes in the network or to circumvent sub-optimal paths, especially in a network consisting of a diverse geographical terrain. The prevalence of MPLS IP VPN networks make them the de facto transport for inter-connecting IMS based VoIP devices. Inevitably, this creates the need for a fundamental set of guidelines, which can ensure that the quality of service for real time traffic is acceptable. To that end, a systematic approach was taken to implement traffic engineering LSPs which enabled the real time multimedia traffic to be delivered with highest priority and minimal loss and delay. This helped provide tangible network operations benefits such as, early detection of service disruption because of faults in the desired end to end label switched paths, reduction of the Mean Time to Resolve (MTTR) and lead to proposals for further improvements which could produce a more intelligent re-routing of the LSPs&nbsp;&nbsp; <strong>Keywords:</strong> Multiprotocol Label Switching (MPLS), Traffic Engineering (TE), Voice over Internet Protocol (VoIP), Internet Protocol (IP), Label Switched Path (LSP). <strong>Title:</strong> The Usage of MPLS in&nbsp;Voice over IP Network <strong>Author:</strong> Kashif R. Khawaja, Hulaiyel M. Khaldi, Majed I. Shukri, Baraka H. Mutairi, Fahad Nasser Al-Khaldi <strong>International Journal of Engineering Research and Reviews</strong> <strong>ISSN 2348-697X (Online)</strong> <strong>Vol. 10, Issue 3, July 2022 - September 2022</strong> <strong>Page No: 6-10</strong> <strong>Research Publish Journals</strong> <strong>Website: www.researchpublish.com</strong> <strong>Published Date: 12-August-2022</strong> <strong>DOI: </strong><strong>https://doi.org/10.5281/zenodo.6985144</strong> <strong>Paper Download Link (Source)</strong> <strong>https://www.researchpublish.com/papers/the-usage-of-mpls-in-voice-over-ip-network</strong>

Generalized multi-protocol label switching-based multi-layer networks (MLN) combining packet and optical switching lead to jointly leverage intrinsic per-layer benefits such as statistical multiplexing and huge transport capacity. By doing so, efficient network resource utilization is attained through MLN traffic engineering (TE) strategies, i.e. grooming. In this context, an optical link failure may cause the disruption of multiple groomed packet label switched paths (LSPs). Thereby, efficient recovery schemes such as restoration are required. In dynamic restoration, the centralized path computation element (PCE) sequentially computes backup paths for the set of failed packet LSPs using the TE database (TED). Since the TED is not updated until an LSP is actually set up, it is very likely that the PCE assigns the same network resources to different backup paths. This does increase resource contention and not fully exploits the potential grooming opportunities among the backup LSPs; consequently, the restorability metric performs poorly. To improve this, a designed PCE global concurrent optimization (GCO) architecture is implemented favoring grooming and lowering resource contention. The addressed problem, referred to as bulk path restoration in multi-layer optical networks (BAREMO), is formally modeled and stated using a mixed integer linear programming formulation. Then, a heuristic algorithm solving the BAREMO problem is devised. The experimental performance evaluation is conducted within the ADRENALINE testbed. Besides validating the PCE GCO architecture, its performance is compared with a sequential PCE for several traffic loads and failure rates. The results show that the PCE GCO improves remarkably restorability compared to the sequential PCE at the expenses, however, of increasing the restoration time.

Kualitas koneksi khususnya pada backbone menjadi tantangan Internet Service Provider (ISP). MPLS berkerja di layer 2,5 OSI yang mampu mempercepat pengiriman paket pada jaringan backbone. MPLS melekatkan label pada paket yang dikirimkan. Salah satu layanan dari MPLS adalah traffic engineering yang dibuat dengan protokol RSVP. Terdapat protokol baru untuk memberi label pada paket dan mendukung traffic engineering, yaitu Segment Routing. Penelitian ini menganalisis perbandingan performa traffic engineering dengan RSVP dan Segment Routing. Baik pada penerapan RSVP maupun Segment Routing dibuat tunnel untuk jalur utama dan reroute menuju jalur cadangan. Penelitian dilakukan pada emulator EVE-NG dengan mengambil studi kasus topologi backbone di PT ICON+.Hasil penelitian adalah Segment Routing di MPLS menyederhanakan kinerja dari router dalam hal pelabelan dan dalam memelihara Label Switch Path (LSP), tidak membutuhkan protokol signaling. Hasil pengujian latency pada jalur utama, dengan Segment Routing maupun dengan RSVP mempunyai nilai sama. Sedangkan pada jalur cadangan, nilai latency dari Segment Routing lebih kecil, sehingga Segment Routing dapat mengirim data dengan lebih cepat daripada dengan RSVP. Hasil pengujian packet delivery ratio dan packet loss ratio dengan Segment Routing dan dengan RSVP baik di jalur utama maupun jalur cadangan bernilai sama, yaitu 100% dan 0%. Baik pada jalur utama maupun jalur cadangan, penerapan Segment Routing mempunyai nilai throughput yang lebih besar daripada penerapan RSVP, sehingga Segment Routing dapat mengirim data dengan lebih cepat daripada RSVP. Pada kondisi link mengalami kegagalan saat pengujian, keduanya memiliki 1% packet loss, namun perpindahan jalur dilakukan dengan lebih cepat pada Segment Routing.

Using dominating set can aggregate the complex physical network topologies into simple virtual topologies and reduce the cost of the networks. In the Multi-Protocol Label Switching (MPLS) network, the dominating set constructed based on label router can effectively aggregate MPLS network topology and reduce the amount of Label Switching Path (LSP), so as to save the expenses of network maintain information. However, simply considering the size of dominating set can't guarantee the best performance of the networks after aggregating. Therefore, an improved algorithm based on breadth-first search spanning tree is proposed, considering the size of the dominating set, bandwidth performance of the nodes and path length between nodes, which can effectively extend the MPLS network, with excellent bandwidth performance and reduce the data transmission delay.

The rapid development of network raise the role of WAN. As a large-scale backbone network, the failure of network components can lead to huge loss of data and revenue. How to improve the data switching speed and Quality of Service of network data is more and more important problem which Internet Server Provides cared. Multi-Protocol Lable Switching (MPLS) is a new WAN technology which is currently being standardized by IETF. This paper analysise the architecture of MPLS and describe the mechanism of label switching protocol. In addition, this study analyses the encapsulation of data packet at the Label Switching Routers which is on the boundary of MPLS network. A Label Switching Path (LSP) is built by Label Distribute Protocol in core network. A conclution of “one time routed, more times switching” routed was reached.

The paper describes the traffic flow problems in telecommunication networks based on the Internet protocol. The main aim of telecommunication network operator today is to offer an SLA (Service Level Agreement) contract to end users, with provided QoS (Quality of Service) for different classes of services. In order to achieve this, it is necessary to establish the routes between marginal network nodes meeting the network traffic requirements and optimizing the network performances free of simultaneous flows conflicts. In DiffServ/MPLS (Multi-Protocol Label Switching) networks traffic flows traverse the network simultaneously and there may come to collision of concurrent flows. They are distributed among LSPs (Labeled Switching Paths) related to service classes. In LSP creation the IGP (Interior Gateway Protocol) uses simple on-line routing algorithms based on the shortest path methodology. In highly loaded networks this becomes an insufficient technique. In this suggested approach LSP need not necessarily be the shortest path solution. It can be pre-computed much earlier, possibly during the SLA negotiation process. In that sense an effective algorithm for collision control is developed. It may find a longer but lightly loaded path, taking care of the collision possibility. It could be a very good solution for collision avoidance and for better load-balancing purpose where links are running close to capacity. The algorithm can be significantly improved through heuristic approach. Heuristic options are compared in test-examples and their application for collision control is explained. KEYWORDS: Telecommunication networks, collision avoidance, multi-constraint route selection, self-organizing systems, MPLS, QoS

In this paper, we have proposed a fuzzy based decision making component for high volume traffic MPLS networks, by implementing Traffic Engineering, Quality of Service and Multipath routing. The approach explicitly proves to be successful in solving the issues and challenges pertaining to stability, scalability in high volume and dynamic traffic. Furthermore, it will work to handle congestion by higher link utilization and provides efficient rerouting of traffic along with fault tolerance in the network. In this research work, fuzzy calculations are done for fixing the attributes of the MPLS label(s), which is put on particular packet representing the Forwarding Equivalence Class. Fuzzy controller consists of two sub fuzzy systems- Label Switched Path setup System (LsS) and Traffic Splitting System (TSS). The computation of dynamic status of Load and Delay is utilized by LsS to arrange the paths in preference order. The attained Link Capacity and Utilization Rate are employing by TSS for maintaining congestion free path. The impact of this is to facilitate, we have better decision making for splitting the traffic for different promising paths. This was apparent from the series of traffic scenarios. Observations are obtained using this realization.

Multiprotocol Label Switching (MPLS) is effective in managing and utilizing available network bandwidth. It has advanced security features and a lower time delay. The existing literature has covered the performance of MPLS-based networks in relation to conventional Internet Protocol (IP) networks. But, too few literatures exist on the performance of MPLS-based Virtual Private Networks (VPN) in relation to traditional VPN networks. In this paper, a comparison is made between the effectiveness of the MPLSVPN network and a classic VPN network using simulation studies done on OPNET&reg; . The performance metrics used to carry out the comparison include; End to End Delay, Voice Packet Sent/Received and Label Switched Path&rsquo;s Traffic. The simulation study was carried out with Voice over Internet Protocol (VoIP) as the test bed. The result of the study showed that MPLS-based VPN networks outperform classic VPN networks.

Segment routing is an emerging traffic engineering technique relying on Multi-protocol Label-Switched (MPLS) label stacking to steer traffic using the source-routing paradigm. Traffic flows are enforced through a given path by applying a specifically designed stack of labels (i.e., the segment list). Each packet is then forwarded along the shortest path toward the network element represented by the top label. Unlike traditional MPLS networks, segment routing maintains a per-flow state only at the ingress node; no signaling protocol is required to establish new flows or change the routing of active flows. Thus, control plane scalability is greatly improved. Several segment routing use cases have recently been proposed. As an example, it can be effectively used to dynamically steer traffic flows on paths characterized by low latency values. However, this may suffer from some potential issues. Indeed, deployed MPLS equipment typically supports a limited number of stacked labels. Therefore, it is important to define the proper procedures to minimize the required segment list depth. This work is focused on two relevant segment routing use cases: dynamic traffic recovery and traffic engineering in multi-domain networks. Indeed, in both use cases, the utilization of segment routing can significantly simplify the network operation with respect to traditional Internet Protocol (IP)/MPLS procedures. Thus, two original procedures based on segment routing are proposed for the aforementioned use cases. Both procedures are evaluated including a simulative analysis of the segment list depth. Moreover, an experimental demonstration is performed in a multi-layer test bed exploiting a software-defined-networking-based implementation of segment routing.

In this paper, the operating characteristic curves (OCCs) of optical code-division multiplexing (OCDM) technology for label switching of an optical packet-switching (OPS) network was evaluated. A node structure for processing the packets, with spectral-amplitude-coding (SAC) labels, considering a balanced detector and an optical switch, was developed and modeled. The effects of decoding noises on the performance of both M-sequence and stuffed quadratic congruence (SQC) labeling systems were addressed. Hypothesis testing was applied to the decoder to investigate the results of label recognition. The null and alternative hypotheses were, respectively, defined as a decoder receiving the matching and mismatching labels. Due to the noise effects, the decoder output may not reflect the label status correctly. Type I error occurs when the null hypothesis is true while accepting the alternative one. Type II error occurs when the alternative hypothesis is true while accepting the null one. Analytic equations of both errors were given, considering a desired packet that was missed and an undesired packet shown in a switched path. The trade-off between these two errors, regarding the decoder threshold, was demonstrated in operating characteristic curves (OCCs). A better OCC could be found when a packet had more labeled payload bits, or when the utilized label code had a lower auto-to-cross-correlation ratio.

Aggregates of real-time traffic may experience changes in their statistical characteristics often manifesting non stationary behavior. In multi protocol label switching (MPLS) networks this type of the traffic is assigned constant amount of resources. This may result in ineffective usage of resources when the load is below than expected or inappropriate performance when the load is higher. In this paper we propose new algorithm for dynamic resource adaptation to temporarily changing traffic conditions. Assuming that network nodes may reallocate resources on-demand using automatic bandwidth adjustment capability of MPLS framework, the proposed algorithm, implemented at ingress MPLS nodes, dynamically decides which amount of resources is currently sufficient to handle arriving traffic with given performance metrics. This decision is then communicated to interior MPLS nodes along the label switched path. As a basic tool of the algorithm we use change-point statistical test that signals time instants at which statistical characteristics of traffic aggregates change. The major advantage of the proposed approach is that it is fully autonomous, that is, network nodes do not need any support from hosts in terms of resource reservation requests. The proposed algorithm is well suited for traffic patterns experiencing high variability, especially, for non stationary type of the traffic.

ObjectiveTo investigate the long-term safety and efficacy of weekly subcutaneous IgPro20 (Hizentra, CSL Behring) in chronic inflammatory demyelinating polyneuropathy (CIDP).MethodsIn a 48-week open-label prospective extension study to the PATH study, patients were initially started on 0.2 g/kg or on 0.4 g/kg weekly and—if clinically stable—switched to 0.2 g/kg weekly after 24 weeks. Upon CIDP relapse on the 0.2 g/kg dose, 0.4 g/kg was (re)initiated. CIDP relapse was defined as a deterioration by at least 1 point in the total adjusted Inflammatory Neuropathy Cause and Treatment score.ResultsEighty-two patients were enrolled. Sixty-two patients initially received 0.4 g/kg, 20 patients 0.2 g/kg weekly. Seventy-two received both doses during the study. Sixty-six patients (81%) completed the 48-week study duration. Overall relapse rates were 10% in 0.4 g/kg–treated patients and 48% in 0.2 g/kg–treated patients. After dose reduction from 0.4 to 0.2 g/kg, 51% (27/53) of patients relapsed, of whom 92% (24 of 26) improved after reinitiation of the 0.4 g/kg dose. Two-thirds of patients (19/28) who completed the PATH study without relapse remained relapse-free on the 0.2 g/kg dose after dose reduction in the extension study. Sixty-two patients had adverse events (AEs) (76%), of which most were mild or moderate with no related serious AEs.ConclusionsSubcutaneous treatment with IgPro20 provided long-term benefit at both 0.4 and 0.2 g/kg weekly doses with lower relapse rates on the higher dose. Long-term dosing should be individualized to find the most appropriate dose in a given patient.Classification of evidenceThis study provides Class IV evidence that for patients with CIDP, long-term treatment with SCIG beyond 24 weeks is safe and efficacious.

Pada makalah ini dibahas tentang pemanfaatan protokol LDP over RSVP dengan metode routing IS-IS pada jaringan MPLS untuk mengoptimalkan KQI. Berkaitan dengan hal tersebut dilakukan suatu mekanisme yang dapat mengoptimalkan KQI Throughput dan Delay antara lain dengan cara menggunakan teknik rekayasa trafik pada jaringan MPLS, yaitu pemilihan saluran data trafik dalam menyeimbangkan beban trafik pada berbagai jalur dan titik pada jaringan (network). Untuk itu diperlukan dua protocol yang digunakan untuk menjamin QoS yang menggunakan parameter pada KQI, yaitu RSVP-TE dipakai sebagai traffic engineering untuk membangun Label Switch Path (LSP) pada router yang nantinya trafik dapat dipindahkan dari suatu link jaringan per-LSP, sedangkan protocol CR-LDP yang bertugas sebagai koneksi antar router yang bekerja setelah protocol IS-IS. Dari hasil implementasi protocol LDP over RSVP didapatkan data trafik hasil re-route LSP dengan menggunakan routing IS-IS untuk mengatasi degradasi KQI Throughput &amp; Delay. Degradasi KQI dapat mengakibatkan menurunnya kecepatan serta meningkatnya delay pada saat mengakses data oleh subscriber yang disebabkan oleh link kongesti akibat adanya Fiber Failure/Fiber Cut. Hasil dari implementasi menunjukkan bahwa protocol LDP over RSVP terbukti dapat mengatasi terjadinya degradasi KQI Throughput &amp; Delay yang disebabkan oleh link kongesti pada jaringan backbone NGN.

Multiprotocol Label Switching (MPLS) fasten the speed of packet forwarding by forwarding the packets based on labels and reduces the use of routing table look up from all routers to label edge routers(LER) , where as the label switch routers (LSRs) uses Label Distribution Protocol (LDP) or RSVP (Resource reservation Protocol) for label allocation and Label table for packet forwarding . Dynamic protocol is implemented which carries a Updates packets for the details of Label Switch Paths, along with this feedback mechanism is also introduced which find the shortest path among MPLS network and also feedback is provided which also help to overcome congestion, this feedback mechanism is on a hop by hop basis rather than end to end thus providing a more reliable and much faster and congestion free path for the packets .

Multiprotocol Label Switching (MPLS) fasten the speed of packet forwarding by forwarding the packets based on labels and reduces the use of routing table look up from all routers to label edge routers(LER) , where as the label switch routers (LSRs) uses Label Distribution Protocol (LDP) or RSVP (Resource reservation Protocol) for label allocation and Label table for packet forwarding . Dynamic protocol is implemented which carries a Updates packets for the details of Label Switch Paths, along with this feedback mechanism is also introduced which find the shortest path among MPLS network and also feedback is provided which also help to overcome congestion, this feedback mechanism is on a hop by hop basis rather than end to end thus providing a more reliable and much faster and congestion free path for the packets .

In this paper, we have proposed a fuzzy based decision making component for high volume traffic MPLS networks, by implementing Traffic Engineering, Quality of Service and Multipath routing. The approach explicitly proves to be successful in solving the issues and challenges pertaining to stability, scalability in high volume and dynamic traffic. Furthermore, it will work to handle congestion by higher link utilization and provides efficient rerouting of traffic along with fault tolerance in the network. In this research work, fuzzy calculations are done for fixing the attributes of the MPLS label(s), which is put on particular packet representing the Forwarding Equivalence Class. Fuzzy controller consists of two sub fuzzy systems- Label Switched Path setup System (LsS) and Traffic Splitting System (TSS). The computation of dynamic status of Load and Delay is utilized by LsS to arrange the paths in preference order. The attained Link Capacity and Utilization Rate are employing by TSS for maintaining congestion free path. The impact of this is to facilitate, we have better decision making for splitting the traffic for different promising paths. This was apparent from the series of traffic scenarios. Observations are obtained using this realization.

In this paper, we have proposed a fuzzy based decision making component for high volume traffic MPLS networks, by implementing Traffic Engineering, Quality of Service and Multipath routing. The approach explicitly proves to be successful in solving the issues and challenges pertaining to stability, scalability in high volume and dynamic traffic. Furthermore, it will work to handle congestion by higher link utilization and provides efficient rerouting of traffic along with fault tolerance in the network. In this research work, fuzzy calculations are done for fixing the attributes of the MPLS label(s), which is put on particular packet representing the Forwarding Equivalence Class. Fuzzy controller consists of two sub fuzzy systems- Label Switched Path setup System (LsS) and Traffic Splitting System (TSS). The computation of dynamic status of Load and Delay is utilized by LsS to arrange the paths in preference order. The attained Link Capacity and Utilization Rate are employing by TSS for maintaining congestion free path. The impact of this is to facilitate, we have better decision making for splitting the traffic for different promising paths. This was apparent from the series of traffic scenarios. Observations are obtained using this realization.

The control of multidomain elastic optical networks (EONs) is possible by combining Hierarchical Path Computation Element (H-PCE)-based computation, Border Gateway Protocol with Extensions for Traffic Engineering Link State Information (BGP-LS) topology discovery, remote instantiation via Path Computation Element Communication Protocol (PCEP), and signaling via Resource Reservation Protocol with Extensions for Traffic Engineering (RSVP-TE). Two evolutionary architectures are considered, one based on stateless H-PCE, PCEP instantiation, and end-to-end RSVP-TE signaling (SL-E2E), and a second one based on stateful active H-PCE with per-domain instantiation and stitching. This paper presents the first multiplatform demonstration that fully validates both control architectures achieving multiprotocol interoperability. SL-E2E leads to slightly faster provisioning but needs to keep the state of the stitching of the end-to-end label-switched paths in the parent PCE.

Things would never be the same again. As sales went through the roof, with some breathless estimates in the region of a 200% increase overnight, marketers practically wet their pants at the phenomenal success of the chocolate bar seen by millions in ET: the Extraterrestrial. That was back in 1982. Though not the first instance of product placement ‘at the movies’, the strategic placement of Reese’s Pieces in ET is often hailed as the triumphant marketing moment heralding the onset of the era of embedded advertising in popular media. Today, much media consumption is characterised by aggressive branding strategies. We’ve all seen ostentatious product wrangling – the unnatural handling of items (especially chocolate bars and bottled drinks) to best display their logo (regardless of considerations of verisimilitude, or even common sense), and ungainly product mentions in dialogue (who can forget the early Jude Law shocker Shopping?) that have passed into the realm of satire. In television and feature filmmaking, props bearing corporate trademarks not only supplement, but often sustain production budgets. Some programs appear to be entirely contrived around such sponsors. Australian commercial television makes no secret of the increasingly non-existent line between ‘entertainment’ and ‘advertising’, though it still purports to describe ‘lifestyle’ shows as ‘reality’ television. With the introduction of technologies like TiVO which enable consumers to skip over ads, the move is from ‘interruptive’ style advertising between programs or segments, to products insinuated in the décor – and increasingly scripts – of programs themselves, with correspondent online shopping opportunities for digital consumers. An entire industry of middle-people – sometimes euphemistically self-described as ‘prop houses’ – has sprung up to service the lucrative product placement industry, orchestrating the insertion of branded products into television and films. The industry has grown to such an extent that it holds an annual backpatting event, the Product Placement Awards, “to commemorate and celebrate product placement” in movies, television shows, music etc. But ‘advertising by stealth’ is not necessarily passively accepted by media consumers – nor media makers. The shoe-horning of brands and their logos into the products of popular culture not only defines the culture industry today, but also characterises much of the resistance to it. ‘Logo-backlash’ is seen as an inevitable response to the incursion of brands into public life, an explicit rejection of the practice of securing consumer mindshare, and subvertisements and billboard liberation activities have been mainstays of culture jamming for decades now. However, criticism of product placement remains highly problematic: when the Center for the Study of Commercialism argued that movies have become “dangerously” saturated with products and suggested that full disclosure in the form of a list, in a film’s credits, of paid product appearances, many noted the counterproductivity of such an approach, arguing that it would only result in further registration – and hence promotion – of the brand. Not everyone subscribes to advertising’s ‘any news is good news’ thesis, however. Peter Conheim and Steve Seidler decided to respond to the behemoth of product placement with a ‘catalogue of sins’. Their new documentary Value Added Cinema meticulously chronicles the appearance of placed products in Hollywood cinema. Here they discuss the film, which is continuing to receive rave reviews in the US and Europe. Danni Zuvela: Can you tell me a little about yourselves? Peter: I’m a musician and filmmaker living in the San Francisco Bay Area who wears too many hats. I play in three performing and recording groups (Mono Pause, Wet Gate, Negativland) and somehow found the time to sit in front of a Mac for six weeks to edit and mix VALUE-ADDED CINEMA. Because Steve is a persuasive salesperson. Steve: I’ve been a curator for the past decade and a half, showing experimental works week after week, month after month, year after year, at the Pacific Film Archive. It was about time to make a tape of my own and Peter was crazy enough to indulge me. DZ: Why product placement? Why do you think it’s important? Where did this documentary come from? S: Steven Spielberg released Minority Report last year and it just raised my hackles. The film actually encourages the world it seems to critique by stressing the inter-relationship of his alleged art with consumerism in the present day and then extending that into a vision of the future within the film itself. In other words, he has already realized the by-product of an alarming dystopia of surveillance, monolithic policing, and capital. That by-product is his film. The rumor mill says that he was reimbursed to the tune of $25 million for the placements. So not only can he not see a constructive path out of dystopia, a path leading toward a more liberating future, he makes millions from his exhausted imagination. What could be more cynical? But Spielberg isn’t alone within the accelerating subsumption of mainstream cinema into the spectacle of pure consumption. He’s just more visible than most. But to consider product placements more directly for a moment: during the past few years, mainstream cinema has been little more than an empty exercise in consumerist viewership. The market-driven incentives that shape films, determining story-lines, exaggerating cultural norms, striving toward particular demographics, whatever, have nothing to do with art or social change and everything to do with profit, pandering, and promulgation. Movies are product placements, the product is a world view of limitless consumption. Value-Added Cinema is about the product-that-announces-itself, the one we recognize as a crystallization of the more encompassing worldview, the sole commodity, spot-lit, adored, assimilated. So why Value-Added Cinema? You’ve got to start somewhere. DZ: Can you tell me a bit about the production process – how did you go about getting the examples you use in the film? Were there any copyright hassles? P: Steve did nearly all of the legwork in that he spent weeks and weeks researching the subject, both on-line and in speaking to people about their recollections of product placement sequences in films they’d seen. He then suffered through close to a hundred films on VHS and DVD, using the fast-forward and cue controls as often as possible, to locate said sequences. We then sat down and started cutting, based at first on groupings Steve had made (a bunch of fast food references, etc.). Using these as a springboard, we quickly realized the narrative potential inherent in all these “narrative film” clips , and before long we were linking sequences and making them refer to one another, sort of allowing a “plot” to evolve. And copyright hassles? Not yet! I say... bring ‘em on! I would be more than happy to fight for the existence of this project, and one of the groups I am in, Negativland, has a rather colourful history of “fair use” battles in the music arena (the most nefarious case, where the band was sued by U2 and their big-label music lawyers over a parody we made happened before I came on board, but there’s been some skirmishes since). We have folks who would be happy to help defend this sort of work in a court of law should the occasion arise. DZ: Can you talk to me about the cultural shift that’s occurred, where the old ‘Acme’ propmaster has been replaced by ‘product peddler’? What is this symptomatic of, and what’s its significance now? S: In the past, privacy existed because there were areas of experience and information that were considered off limits to exploitation. A kind of tacit social contract assumed certain boundaries were in place to keep corporate (and State) meddling at bay and to allow an uncontaminated space for disengaging from culture. Nowadays the violation of boundaries is so egregious it’s hard to be sure that those boundaries in fact exist. Part of that violation has been the encroachment, at every conceivable level, of daily experience by all manner of corporate messages—urinal strainers with logos, coffee jackets with adverts, decals on supermarket floors, temporary tattoos on random pedestrians. Engagement with corporate predation is now foisted on us 24 hours a day. It’s the GPS generation. The corporations want to know where we “are” at all times. Again: in the past there was a certain level of decorum about the sales pitch. That decorum has vanished and in its place is the inter-penetration of all our waking moments by the foghorn of capital. If that foghorn gets loud enough, we’ll never get any sleep. DZ: How do you think product placement affects the integrity of the film? P: Well, that’s definitely a question of the moment, as far as audience reactions to our screenings have been thus far. It really depends on the work itself, doesn’t it? I think we would be highly judgmental, and perhaps quite out of line, if we dismissed out of hand the idea of using actual products in films as some sort of rule. The value of using an actual product to the narrative of a film can’t be discounted automatically because we all know that there are stories to be told in actual, marketed products. Characterizations can develop. If a flustered James Cagney had held up a bottle of Fred’s Cola instead of Pepsi in the climactic shot of One, Two, Three (Billy Wilder’s 1963 Coke-executive comedy), it wouldn’t have resonated very well. And it’s an incredibly memorable moment (and, some might say, a little dig at both cola companies). But when you get into something like i am sam, where Sean Penn’s character not only works inside a Starbucks, and is shown on the job, in uniform and reading their various actual coffee product names aloud, over and over again, but also rides a bus with a huge Nike ad on the side (and the camera tracks along on the ad instead of the bus itself), plus the fact that he got onto that bus underneath an enormous Apple billboard (not shown in our work, actually), or that his lawyer has a can of Tab sitting on an entirely austere, empty table in front of a blank wall and the camera tracks downward for no other discernable purpose than to highlight the Tab can… you can see where I’m going with this. The battle lines are drawn in my mind. PROVE to me the value of any of those product plugs on Penn’s character, or Michelle Pfeiffer’s (his lawyer). DZ: What do you make of the arguments for product placement as necessary to, even enhancing, the verisimilitude of films? Is there a case to be made for brands appearing in a production design because they’re what a character would choose? S: It’s who makes the argument for product placements that’s troublesome. Art that I value is a sort of problem solving machine. It assumes that the culture we currently find ourselves strapped with is flawed and should be altered. Within that context, the “verisimilitude” you speak of would be erected only as a means for critique--not to endorse, venerate, or fortify the status quo. Most Hollywood features are little more than moving catalogs. P: And in the case of Jurassic Park that couldn’t be more explicit – the “fake” products shown in the amusement park gift shop in the film are the actual tie-in products available in stores and in Burger King at that time! Another film I could mention for a totally different reason is The Dark Backward (1991). Apparently due to a particular obsession of the director, the film is riddled with placements, but of totally fake and hilarious products (i.e. Blump’s Squeezable Bacon). Everyone who has seen the film remembers the absurdist products… couldn’t Josie and the Pussycats have followed this format, instead of loading the film with “funny” references to literally every megacorporation imaginable, and have been memorable for it? DZ: What do you think of the retroactive insertion of products into syndicated reruns of programs and films (using digital editing techniques)? Is this a troubling precedent? P: Again, to me the line is totally crossed. There’s no longer any justification to be made because the time and space of the original television show is lost at that point, so any possibility of “commentary” on the times, or development of the character, goes right out the window. Of course I find it a troubling precedent. It’s perhaps somewhat less troubling, but still distressing, to know that billboards on the walls of sports stadiums are being digitally altered, live, during broadcast, so that the products can be subtly switched around. And perhaps most disturbingly, at least here in the states, certain networks and programs have begun cross-dissolving to advertisements from program content, and vice-versa. In other words, since the advertisers are aware that the long-established “blackout” which precedes the start of advertising breaks on TV causes people to tune out, or turn the volume off, or have their newfangled sensing devices “zap” the commercial… so they’re literally integrating the start of the ad with the final frames of the program instead of going black, literally becoming part of the program. And we have heard about more reliance of products WITHIN the programs, but this just takes us right back to TV’s past, where game show contestants sat behind enormous “Pepsodent” adverts pasted right there on the set. History will eat itself… DZ: Could you imagine a way advertisers could work product placement into films where modern products just don’t fit, like set in the past or in alternate universes (Star Wars, LOTR etc)? P: Can’t you? In fact, it’s already happening. Someone told us about the use of products in a recent set-in-the-past epic… but the name of the film is escaping me. S: And if you can’t find a way to insert a product placement in a film than maybe the film won’t get made. The problem is completely solved with films like Star Wars and Lord of the Rings—most of the characters are available in the store as action figures making them de facto placements. In Small Soldiers just about every toy-sized character was, in fact, nicely packaged by Hasbro. DZ: What is the role of the logo in product placement? S: There are the stars, and there are the many supporting roles—the logo is just one of them. We’re hoping to see this category at the next Oscars. P: And categories like “Best Song” are essentially product placement categories already… DZ: I’ve heard about the future of product placement being branding in computer games, interactive shop-at-home television – what other visions of the (branded) future can you imagine? P: The future is now. If you can’t watch a documentary on so-called public television in this country without having text boxes pop up on screen to suggest “related” web sites which “might be of interest” to the viewer, you’re already well on the way to being part of a branded environment. Computer games already have ads built-in, and shop-at-home already seems plenty interactive (and isn’t internet shopping, also?). I think if the various mega-corporations can not only convince people to wear clothing emblazoned with their logo and product name, but so successfully convince us to pay for the privilege of advertising them, then we are already living in a totally branded future. Where else can it go? It may seem a trite statement but, to my mind, wearing an entire Nike outfit is the ultimate. At least the British ad company called Cunning Stunts actually PAYS their human billboards… but those folks have to agree to have the company logo temporarily tattooed onto their foreheads for three hours as they mingle in public. I’m not joking about this. DZ: Is there any response to product placement? How can audiences manage their interactions with these texts? S: Films have been boycotted for culturally heinous content, such as racist and homophobic characters. Why not boycott films because of their commodity content? Or better yet boycott the product for colluding with the filmmakers to invade your peace of mind? What I hope Value-Added Cinema does is sensitize us to the insinuation of the products, so that we critically detect them, rather than passively allow them to pass before us. When that happens, when we’re just insensate recipients of those advertising ploys, we’re lost. DZ: Do you have anything to add to contemporary debates on culture jamming, especially the charge that culture jamming’s political power is limited by its use of logos and signs? Anne Moore has written that detourning ads ends up just re-iterating the logo - “because corporate lifeblood is profit, and profit comes from name recognition”, culture jammers are “trafficking in the same currency as the corporations” – what do you think of this? P: It’s an interesting assertion. But the best culture jams I’ve seen make total mincemeat of the product being parodied; just as you can’t simply discount the use of actual products in films in the context of a narrative, you can’t NOT try to reclaim the use of a brand-name. Maybe it’s a dangerous comparison because “reclaiming” use of the word Coke is not like reclaiming the use of the word “queer”, but there’s something to it, I think. Also, I wear t-shirts with the names of bands I like sometimes (almost always my friends’ bands, but I suppose that’s beside the point). Am I buying into the advertising concept? Yes, to a certain extent, I am. I guess to me it’s about just what you choose to advertise. Or what you choose to parody. DZ: Do you have any other points you’d like to make about product placement, advertising by stealth, branding, mindshare or logos? P: I think what Steve said, that above all we hope with our video to help make people aware of how much they are advertised to, beyond accepting it as a mere annoyance, sums it up. So far, we’ve had some comments at screenings which indicate a willingness of people to want to combat this in their lives, to want to “do something” about the onslaught of product placement surrounding them, in films and elsewhere. Works Cited ET: The Extraterrestrial. Dir. Steven Spielberg. Prod. Kathleen Kennedy &amp; Steven Spielberg, M. Universal Pictures 1982. Shopping. Dir. Paul Anderson. Prod. Jeremy Bolt , M. Concorde Pictures,1993. http://www.cspinet.org/ http://www.productplacementawards.com/ Links http://www.cspinet.org/ http://www.productplacementawards.com/ Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Zuvela, Danni. "An Interview with the Makers of Value-Added Cinema" M/C: A Journal of Media and Culture&lt; http://www.media-culture.org.au/0306/03-valueadded.php&gt;. APA Style Zuvela, D. (2003, Jun 19). An Interview with the Makers of Value-Added Cinema. M/C: A Journal of Media and Culture, 6,&lt; http://www.media-culture.org.au/0306/03-valueadded.php&gt;

The release of Al Gore’s An Inconvenient Truth and his subsequent training of thousands of Climate Presenters marks a critical transition point in communication around climate change. An analysis of Al Gore’s An Inconvenient Truth presentation and of the guidelines we were taught as Presenters in The Climate Project, show they reflect the marketing principles that the World Wildlife Fund (WWF) report Weathercocks and Signposts (Crompton) argues cannot achieve the systemic and transformational changes required to address global warming. This paper will consider the ultimate effectiveness of social marketing approaches to Climate change communication and the Al Gore Climate Project in the light of the WWF critique. Both the film and the various slideshow presentations of An Inconvenient Truth conclude with a series of suggestions about how to “how to start” changing “the way you live.” The audience is urged to: Reduce your own emissions Switch to green power Offset the rest Spread the word The focus on changing individual consumption in An Inconvenient Truth is also reflected in the climate campaign page Get Involved on the website of the Australian Conservation Foundation (ACF)—the Australian partner in Al Gore’s The Climate Project (TCP). Al Gore’s Climate Project, with over 3,000 Climate Presenters worldwide, could be seen as a giant experimental test of the merits of marketing approaches to social change as compared to the recommendations in the WWF critique authored by Crompton. In Orion magazine, Derrick Jensen has described this emphasis on “personal consumption” instead of “organized political resistance” as “a campaign of systematic misdirection.” Jensen points out that “even if every person in the United States did everything the movie suggested, U.S. carbon emissions would fall by only 22 percent.” The latest scientific reports show we are on the edge of a tipping point into catastrophic climate change—runaway warming which would render the planet uninhabitable for most life forms, including humans (Hansen et al 13). To reduce the risk of catastrophic climate change to a still worrying 13% we need significant action between now and 2012, and carbon dioxide levels will need to be stabilised at between 350 and 375 parts per million by 2050 (Elzen and Meinshausen 17). Because Americans and Australians are taking far more than our share of the global atmospheric commons, we need to reduce our emissions to less than 90% below 1990 levels by 2050 as our share of the global emission reduction targets (Elzen and Meinshausen 24; Garnaut 283). In other words, if one takes the science seriously there is a huge shortfall between the reductions which can be achieved by individual changes to consumption and the scale of reductions that are required to reduce the risk of catastrophic climate change to a half-way tolerable level. The actions being promoted as solutions are nowhere near “inconvenient” enough to solve the problem. Like Crompton and Jensen I was inclined to take the gap between goal and means as overwhelming evidence for the inadequacy of marketing approaches emphasising changes to individual consumption choices. Like them I was concerned that the emphasis on consumption in marketing approaches may even reinforce the consumerism and materialism that drives the growth in emissions. Whilst being generally critical of marketing approaches, Crompton says he accepts the importance marketers place on tailoring the message to fit the motivations of the target audience (25). However, while Crompton describes Rose and Dade’s “Values Modes analysis” as “a sophisticated technique for audience segmentation” (21), he rejects the campaign strategies designed around the target audiences they identify (23). Market segmentation provides communications practitioners with the “extensive knowledge of whom you are trying to reach and what moves them” which is one of the “three must haves” of a successful communication campaign (Fenton 3). Rose and Dade’s segmentation analysis categorises people based on the motivational hierarchy in Maslow’s Hierarchy of Needs. They identify three population groupings—the Settlers, driven by security; the Prospectors, esteem driven; and the Pioneers, who are motivated by intrinsic values (1). As with Maslow’s hierarchy these “Values Modes” are developmentally dynamic. The satisfaction of more basic needs, like physical safety and economic security, support a developmental pathway to the next level. Just as the satisfaction of the need for social acceptance and status free the individual to become motivated by self-actualisation, universal and compassionate ethics, and transcendence. Because individuals move in and out of Values Modes, depending on the degree to which economic, social and political conditions facilitate the satisfaction of their needs, the percentage of the population in each group varies across time and location (Rose and Dade 1). In 2007 the UK population was 20% Settlers, 40% Prospectors, and 40% Pioneers (Rose and Dade 1), but the distribution in other countries would need to be determined empirically. Rose et al provide a strategic rationale for a marketing based climate campaign targeted at changing the behaviours of Prospectors, rather than appealing to Pioneers. While the Pioneers are 40% of the population, they don’t like being “marketed at,” they seek out information for themselves and make up their own minds, and “will often have already considered your ideas and decided what to do” (6). They are also well catered for by environmental groups’ existing ethical and issues based campaigns (3). Prospectors, on the other hand, are the 40% of the population which are the “least reached” by existing ethical or issues oriented environmental campaigning; are the most enthusiastic (or “voracious”) consumers, so their choices will sway business; and they tend to be swinging voters, so if their opinions change it will sway politicians (4). Rose et al (13) found that in order to appeal to Prospectors a climate change communications campaign should: Refer to local, visible, negative changes involving loss or damage [In the UK] show the significance of UK emissions and those of normal people (i.e. like them) Use interest in homes and gardens Deploy the nag factor of their children Create offers which are above all easy, cost-effective, instant and painless Prospectors don’t like, and will be put off by campaigns that (Rose et al 13): Talk about the implications: too remote and they are not very bothered Use messengers (voices) which lack authority or could be challenged Criticise behaviours (e.g. wrong type of car, ‘wasting’ energy in your home) Ask them to give things up Ask them to be the first to change (amongst their peers) Invoke critical judgement by others Crompton recommends an environmental campaign that attempts to persuade Prospectors that they are wrong in thinking material consumption and “ostentatious displays of wealth” contribute to their happiness. Prospectors see precisely these sorts of comments by Concerned Ethicals as a judgemental criticism of their love of things, and a denial of their need for the acceptance and approval of others. Maslow’s developmental model, as well as the Value Modes research, would suggest that Crompton’s proposal is the exact opposite of what is required to move Prospectors into the Pioneer value mode. It is by accepting the values people have, and allowing them to meet the needs that drive them, that they can move on to more intrinsically motivated action. Crompton would appear to fall into the common “NGO or public sector campaign […] trap” of devising a campaign based on what will appeal to the 10% of the population that are Concerned Ethicals, but in the process “particularly annoy or intimidate” the strategically significant 40% of the population that are Prospectors (Rose et al 8). Crompton ignores the evidence from marketing campaign research that campaigns can’t directly change people’s basic motivations, while they can change people’s behaviours if they target their existing motivations. Contrary to Crompton’s claim that promoting green consumption will reinforce consumerism and materialism (16), Rose and Dade base their campaign strategy on the results of research into cognitive dissonance, which show that if you can get someone to act a certain way, they will alter their beliefs and preferences, as well as their self concept, to fit with their actions. Crompton confuses a tactic in a larger game, with the end goal of the game. “The trick is to get them to do the behaviour, not to develop the opinion” (Rose, “VBCOP” 2). Prospectors are persuaded to adopt a behaviour if they see it as “in,” and as what everyone else like them is doing. They are more easily persuaded to buy a product than adopt some other sort of behavioural change. The next part of an environmental marketing strategy like this is to label, praise and reward the behaviour (Futerra 11). Rose suggests that Prospectors can be engaged politically if governments are called on to recognise and reward the behaviour “say by giving them a tax break or paying them for their rooftop energy contribution” (“VBCOP” 3). Once governments have given such rewards, both Settlers and Propectors will fight to keep them, where they are normally disinclined to fight political battles. Once Prospectors identify themselves as, for example, in favour of renewable energy, politicians can be persuaded they need to act to get and keep votes, and business can be persuaded to change in order to continue to attract buyers for their products. In order to achieve the scale of emission reductions required individuals need to change their consumption patterns; politicians need to change the regulatory and planning context in which both individual and corporate decisions are made; and the economic system needs to be transformed so it internalises environmental costs and operates within environmental limits. Social marketing analyses have identified changing Prospectors buying habits as the wedge, or leverage point that can lead to such a cascading set of social, political and economic changes. Just as changing Prospector product choices can be exploited as a key leverage point, Al Gore identified getting United States commitment to emission reduction as a key leverage point towards achieving global commitments to binding reduction targets. Because the United States had the highest national greenhouse emissions, and was one of the two industrialised countries who had failed to sign the Kyoto Protocol, changing behaviour and belief in the United States was strategically critical to achieving global action on emissions reduction. Al Gore initially attempted to get the United States to sign the Kyoto Protocol and commit to emission reduction by working directly at the political level, without building the popular support for action that would encourage other politicians to support his proposals. In the movie, Al Gore talks about the defeat of his initial efforts to get the United States to sign the Kyoto Protocol, and of his recognition of the need to gain wider public support before political action would be taken. He talks about the unsuitability of the mass news media as a vehicle for achieving social and political change on climate emissions. The priority given to conflict as a news value means journalists focus on the personalities involved in disputes about climate change rather than provide an analysis of the issue. When climate experts explain the consensus position of the Intergovernmental Panel on Climate Change (IPCC), they are “balanced” with opposing statements from the handful of (commonly fossil fuel industry funded) climate deniers. Because climate emissions are part of a complex process of slow change occurring over long time lines they do not fit easily into standard news values like timeliness, novelty and proximity (Harrison). When Al Gore realised he wouldn’t be able to gain the wider public support he needed through the mass news media he began a quest to spread his message “meeting by meeting,” “person by person.” Al Gore turned his slide show into a movie in order to deliver the message to more people than he could reach face to face, and then trained Presenters to reach even more people. When the movie won an Oscar for Best Documentary it turned Al Gore into something of a celebrity. Al Gore’s celebrity status rubs off on Climate Presenters through their association with him, giving them access to community and business groups across the world. When a celebrity recommends or displays a behaviour, Prospectors are more likely to see it as the in thing and thus more willing to do the recommended action. The movie created an opportunity for Al Gore to be a more persuasive messenger than he had been as a politician. Al Gore began The Climate Project to increase the impact of the movie and spread the message further than he could take it by himself. The multiplication of modes of communicating the message fits with Fenton Communications’ “Rule of Three.” In Now Hear This they say the target audience “should read about us in the paper, see us on TV, hear about us from a neighbour and a friend […] have their kid mention us […] and so on” (17). The Presenter training emphasises the “direct communication, especially face to face” recommended by Rose (“To do” 174). During the Presenter training Al Gore warned of the danger of being too negative as it risked moving people “from denial to despair without stopping to act,” and of the need to present the story in such a way as to create hope. This is backed up by the communications marketing literature, which warns that “negative messages may actually induce despair and actually [sic] paralysis while the positive focus can inspire” (Boykoff 172). While it employs dramatic visual images and animations, the movie tends to downplay the potential severity of the consequences of runaway global warming, and presents these in a way that gives the impression of a contracted time frame for the consequences of warming in order to activate motivation based on near term implications. The movie responds to Prospectors’ disinterest in distant implication of climate change by emphasising near-term threats, such as the rising monetary cost of damages, as well as threats to life and property from disease, drought, fire, flood, storm, and rising sea levels. After training an initial round of American Presenters, Al Gore identified training Australian Presenters as the next strategic priority. While Australia’s collective emissions are small, our per capita emissions are higher than those of Americans, and as the only other industrialised nation that had not signed, it was believed our becoming a signatory to the Kyoto Protocol would increase the pressure on the United States to sign. The ACF provided Australian Presenters with additional slides containing vivid images of Australian impacts, and Presenters were encouraged to find their own examples to illustrate impacts relevant to specific local audiences. The importance of identifying local impacts to persuade and move their audiences is impressed upon Presenters during the training. Regular slide updates reinforce this priority. While authors like Crompton and Jensen note the emphasis on changes in consumption as suggested solutions to climate change, other elements of the presentation are just as important in appealing to Prospectors. Prospectors want to belong and gain status by doing whatever is highly regarded by others. The presentation has numerous slides emphasising who else has made commitments to Kyoto and emission reduction. The American presentation includes lists of other countries, and towns and states in the United States that had signed up to Kyoto. The Australian presentation includes graphics emphasising the overwhelming number of Australians who support action. Prospectors don’t like being asked to give things up, and the presentation insists on the high cost of failing to act, compared to the small cost of acting now. Doing something to stop climate change is presented as easy and achievable. Contrary to Crompton’s claim that promoting green consumption would not build the widespread awareness and support for the more far-reaching government action that is required to achieve systemic change (9), the results of recent opinion research show that upwards of 80% of Americans support effective and wide-ranging action to reduce emissions and develop new renewable energy technologies (Climate Checklist). Whereas it would not have been surprising if the financial crisis had dimmed the degree of enthusiasm for action to reduce greenhouse emissions, the high support for action on climate change in their polling continues to encourage the Australian government to use it as a wedge issue against the opposition. Without high levels of public support, there would be little or no chance that politicians would be willing to vote for measures that will reduce emissions. That the push for change in individual consumption choices was only ever one tactic in a wider campaign is also demonstrated by the other projects instigated by Al Gore and his team. Projects like RepoWEr America and WE can solve the climate crisis leverage the interest developed by the Climate Project to increase public pressure on politicians to support regulatory change. The RepoWEr America and WE can solve the climate crisis sites target individuals as citizens and make it easy for them to participate in the political process. Forms help them sign petitions, write letters and meet with their elected officials, write for newspapers and call in to talkback radio, and organise local community meetings or events. Al Gore’s own web site adds a link to the Live Earth company to add to these arsenals. Live Earth “creates innovative, engaging events and media that challenge global leaders, local communities and every individual to actively participate in solving our planet's urgent environmental crises.” These sites provide the infrastructure to make it easy for individuals to move into action in the political domain. But they do it in ways that will appeal to Prospectors. They involve fun, their actions are celebrated, prizes are offered, the number of people involved is emphasised so they feel part of the “happening” thing. RepoWEr America and WE can solve the climate crisis help Prospectors to engage in political action in order to achieve regulatory change. Finally, or first, Al Gore’s Generation Investment Management Company, operating since 2004, is oriented towards systemic transformation in the economic system, so that economic drivers are aligned with sustainability imperatives. Al Gore and his partner David Blood reject Gross Domestic Product—the current measure of economic growth, and a major driver of unsustainable economic activity—as “dangerously imprecise in its ability to account for natural and human resources” and challenge business to accept the “need to internalize externalities” in order to create a sustainable economy. In their Thematic Research Highlights, Al Gore’s Generation company critiques the “Hedonic Treadmill”—which puts “material gains ahead of personal happiness” (32), and challenges “governments, companies, and individuals [...] to broaden their scope of responsibility to match their sphere of influence” (13). While the Climate Project would appear to ignore the inadequacy of individual consumption change as a means of emission reduction, the information and analysis targeted at business by Generation demonstrates this has not been ignored in the overall strategy to achieve systemic change. Al Gore suggests that material consumption should no longer be the measure of economic welfare, an argument he backs with an analysis showing business that long term wealth creation depends on accepting environmental and social sustainability as priorities. While An Inconvenient Truth promotes consumption change as the (inadequate) solution to Global Warming, this is just one strategically chosen tactic in a much larger and coordinated campaign to achieve systemic change through regulatory change and transformation of the economic system. References Australian Conservation Foundation. “Get Involved.” 27 Aug. 2009 &lt; http://www.acfonline.org &gt;. Path: Campaigns; Climate Project; Get Involved. Al Gore. AlGore.com. 27 Aug. 2009 &lt; http://www.algore.com/ &gt;. An Inconvenient Truth. Dir. Davis Guggenheim. Paramount Classics and Participant Productions, 2006. 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Gore, Al and David Blood. “We Need Sustainable Capitalism: Nature Does Not Do Bailouts.” Generation Investment Management LLP. 5 Nov. 2008. 28 Aug. 2009 &lt; http://www.generationim.com/sustainability/advocacy/sustainable-capitalism.html &gt;. Hansen, James, Makiko Sato, Pushker Kharecha, David Beerling, Valerie Masson-Delmotte, Mark Pagani, Maureen Raymo, Dana L. Royer and James C. Zachos. “Target Atmospheric CO2: Where Should Humanity Aim?” Open Atmospheric Science Journal 2 (2008): 217-231. 24 Aug. 2009 &lt; http://www.columbia.edu/~jeh1/2008/TargetCO2_20080407.pdf &gt;. Harrison, Karey. “Ontological Commitments and Bias in Environmental Reporting.” Environment and Society Conference. Sunshine Coast, Australia, 1999. Jackson, Tim. Prosperity without Growth? The Transition to a Sustainable Economy. Northern Ireland, Scotland and Wales. 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