Transcript Seminar in Interactive Advertising

Seminar in Interactive Advertising
Department of Advertising
College of Communication
The University of Texas at Austin
Seminar Notes for Topic:
“Examining Socio-Cultural Issues”
Examining Socio-Cultural Issues
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II.
III.
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VI.
VII.
VIII.
• IX.
Evolution of the Internet WWW
New Media and Democracy
Security and Privacy Issues
Ethical Concerns
Legal Issues
Pornography on the Internet
Internet Regulation
Intellectual Property and
Copyright Issues
The Role of Advertising
I. Evolution of the Internet WWW
• A. Eras of the Internet
– 1. Information Super Highway: 1990
– 2. Pornography/Security: 1994-95
– 3. Ecommerce/Malls: 1997-98
– 4. Mass Media Pipeline: 1999-2000
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Jeff Birnbaum of Wird magazine on CNN, January 2000
– 5. Dot.bomb era: 2000-2002
– 6. Maturation era: 2002-?
I. Evolution of the Internet WWW
• B. Stages of New Media Development
– Stage One: Old Concepts applied to New Media
– Stage Two: New Concepts developed for New Media
– Stage Three: New Media Concepts adopted in Old Media
II. New Media and Democracy
• A. Citizen Participation in Public Life
• 1. Universal Service
– homes, schools, libraries, hospitals and more
• 2. Widespread and affordable access
• 3. Use of the Internet to strengthen civic society
• B. “Common Carrier” Concept for Free
Speech
III. Security and Privacy Issues
• A. Definition of Privacy:
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“Privacy is the power of information self-determination.”
• 1. Privacy is not an absolute right
• 2. The word “privacy” is not in the U.S.
Constitution
• 3. First used in 1810 by Judge Louis Brandeis
– Newspapers and printing technology for pictures
• 4. Since the 1950’s the Supreme Court has
interpreted this as “the right to be left alone.”
III. Security and Privacy Issues
• B. Accuracy, Integrity, and Security
• 1. Accuracy concerns how data are captured,
entered, updated and corrected
• 2. Integrity deals with how computers use data
in terms of moving, calculating and storing
them
• 3. Security is about preventing unauthorized
access to a data system and its contents
III. Security and Privacy Issues
• C. Commercial Use of Information
• 1. Three major credit bureaus have over 450
million records on 160 million people
• 2. Calls to 800/900 numbers can be captured
via Automatic Number Identification (ANI) and
related to reverse directories to reveal
name/address
• 3. Is “one-to-one” or relationship marketing a
service or an intrusion?
• 4. Is it “freedom of the press” or your freedom?
III. Security and Privacy Issues
• D. Who Owns the Data?
• 1. “Possession is nine-tenths of the law”
• 2. The data collector is considered to be the official
owner of the collected information
• 3. Secondary uses of data without permission?
• 4. Businesses claim elimination of secondary use would
undermine their ability to prospect for new customers
III. Security and Privacy Issues
• E. Fair Information Practices
• 1. Developed in 1973 by Health & Human Services
Department of U.S. Government
• 2. Eight Principles:
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Openness
Individual participation
Limited collection
Data quality
Use limitation
Disclosure limitation
Security
Accountability
III. Security and Privacy Issues
• F. Hacking Internet Servers & Viruses
– Dramatically on the increase
• LiveUpdate:
Virus Definitions released September 4, 2002
Norton AntiVirus Corp. Edition Defs Version:
40904c
Norton AntiVirus Corp. Edition Sequence
Number: 18621
Total Viruses Detected: 62070
III. Security and Privacy Issues
• The results of 1,862,357 completed scans
submitted to date at Symantec.com in Fall
2002:
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Network Vulnerability Scan: At risk=23%
Net BIOS Availability: At risk=20%
Active Trojan Horse: At risk=7%
Anti-Virus Product Scan: At risk=29%
Anti-Virus Definition Scan: At risk=12%
Browser Privacy Scan: At risk=53%
IV. Ethical Concerns
• A. “Ten Commandments of Computer
Ethics” [from Computer Ethics Institute, Washington, D.C.]
• 1. Thou shalt not use a computer to harm people
• 2. Thou shalt not interfere with other people’s computer work
• 3. Thou shalt not snoop around in other people’s computer files
• 4. Thou shalt not use a computer to steal
• 5. Thou shalt not use a computer to bear false witness
IV. Ethical Concerns
• 6. Thou shalt not copy or use proprietary software for which
you have not paid
• 7. Thou shalt not use other people’s computer resources
without authorization
• 8. Thou shalt not appropriate other people’s intellectual output
• 9. Thou shalt think about the social consequences of the
program you are writing
• 10. Thou shall always use a computer in ways that ensure
consideration and respect for your fellow humans
V. Legal Issues
• A. Do Traditional Advertising Laws
Apply?
• B. Ad Substantiation and FTC (1984)
• 1. Rules do not specify a particular medium
• C. Deception (October 1983 FTC Rule)
• D. Unfairness (December 1980 FTC Rule)
V. Legal Issues
• E. Trademark and Copyright
• 1. It is illegal to profit from someone else’s creation
without permission
• 2. “Electronic copies” and “Save image as...”
• 3. Copyright/trademarks concern ownership and owners
must show an active interest in protecting their
possession
• 4. Fair Use Doctrine
– ok to use others’ creations for educational purposes
• 5. “Digital watermarks”
V. Legal Issues
• F. Jurisdiction
• 1. Border control?
• 2. International issues?
VI. Pornography and the
Internet
• A. The Rimm Study at Carnegie-Mellon
University in 1995:
• 1. Cited by Senators Exxon and Grassely when
developing the internet information act
• 2. “83.5% of 900,000 images were pornographic”
• 3. All came from adult bulletin boards, not internet
indicating some misunderstanding of the Internet
• B. Deja News, e.g., and Chat Rooms
• 1. Highest traffic is on pornographic areas
VI. Pornography and the
Internet
• C. What is it?
• 1. “Obscene” vs. “Indecent”
• 2. Bookstores and libraries are considered “common
carriers” and allowed to carry as much content as they
can
• 3. “Common Carrier” is not responsible for contents
publishers send over its transmission system
VII. Internet Regulation
• A. Private Communication or Public
Transmission?
• B. Are Internet Sites Like Bookstores?
– “Common Carriers”
• C. Are Internet Sites Like Magazines?
– Contents are under the control of the publishers
VII. Internet Regulation
• D. Is the ISP Responsible?
• E. Is Cyberspace Like the Public Airwave
and Subject to Government Control?
• F. Is the Internet Site Private Property?
• G. Should “Huckleberry Finn” and
“Catcher in the Rye” be Removed both
from Libraries and the Internet?
VIII. Intellectual Property and
Copyright
• A. Alvin Toffler in “Future Shock”:
– “Even if you use a piece of information, I can use it too. In fact,
if we both use it the chances are improved that we will produce
more information. We don’t “consume” information like other
resources. It is generative.... That by itself knocks the hell out
of conventional economic theories.”
VIII. Intellectual Property and
Copyright
• B. Copyright
• 1. Protection is given for up to 56 years to an “original
work” that is “fixed in any tangible medium of
expression.”
• 2. Has now been extended to “computer programs”
• 3. Copyright protects a particular “expression of an idea”
and not the idea itself.
VIII. Intellectual Property and
Copyright
• 4. National Writers Union is trying to prohibit
recycling of writing without compensation to the
author.
• 5. While copyright involves ownership
rights,the primary motivation of laws was to
stimulate the creation and dissemination of
socially useful innovations.
VIII. Intellectual Property and
Copyright
• C. Fair Use Doctrine
• 1. Section 107 of the Copyright Act
• 2. Allows for the reproduction of copyrighted
material:
– “for purposes such as criticism, comments, news
reporting, teaching, scholarship or research...”
• 3. Fair use is a limitation on copyright
ownership to promote free speech
VIII. Intellectual Property and
Copyright
• 4. Law requires attention in each case to:
– purpose and character of use (commercial
or non-profit)
– nature of the copyrighted work
– amount of the work used
– effect of use on the potential market or
value of the work
IX. The Role of Advertising?
• A. Purpose of the Internet?
• B. Can Advertising Help?
• C. Can Advertising Harm?
• D. Advertising as Socialization
• E. An Internet without Advertising?
• F. Advertising-free Intranets?
• G. Civilizing Cyberspace?