Seminar in Interactive AdvertisingExamining Socio-Cultural IssuesI. Evolution of the Internet WWWSlide 4II. New Media and DemocracyIII. Security and Privacy IssuesIII. Security and Privacy IssuesIII. Security and Privacy IssuesSlide 9Slide 10Slide 11Slide 12IV. Ethical ConcernsSlide 14V. Legal IssuesSlide 16Slide 17VI. Pornography and the InternetSlide 19VII. Internet RegulationSlide 21Intellectual Property and CopyrightVIII. Intellectual Property and CopyrightSlide 24Slide 25Slide 26IX. The Role of Advertising?Seminar in Interactive AdvertisingSeminar Notes for Topic:“Examining Socio-Cultural Issues”Department of Advertising College of Communication The University of Texas at AustinExamining Socio-Cultural Issues• I. Evolution of the Internet WWW • II. New Media and Democracy• III. Security and Privacy Issues• IV. Ethical Concerns• V. Legal Issues• VI. Pornography on the Internet• VII. Internet Regulation• VIII. Intellectual Property and Copyright Issues• IX. The Role of AdvertisingI. 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•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 MediaII. 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 SpeechIII. Security and Privacy Issues•A. Definition of Privacy:– “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 contentsIII. 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 customersIII. Security and Privacy Issues•E. Fair Information Practices•1. Developed in 1973 by Health & Human Services Department of U.S. Government•2. Eight Principles:–Openness–Individual participation–Limited collection–Data quality–Use limitation–Disclosure limitation–Security–AccountabilityIII. Security and Privacy Issues•F. Hacking Internet Servers & Viruses–Dramatically on the increase•LiveUpdate:Virus Definitions released September 4, 2002Norton AntiVirus Corp. Edition Defs Version: 40904cNorton AntiVirus Corp. Edition Sequence Number: 18621Total Viruses Detected: 62070III. Security and Privacy Issues• The results of 1,862,357 completed scans submitted to date at Symantec.com in Fall 2002:–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 witnessIV. 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 humansV. 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 areasVI. Pornography and the Internet•C. What is it?•1. “Obscene” vs.