Words Essay Example For Students

Words Essay WORDSthe ones we continuouslymisuse and confuseLuke BobekFinal PaperSemantics04/25/00Why write a paper on some obscure and complicated subject that you wont remember what you wrote two days after you turn the paper in? All that time on the computer and in the library finding information on something you are interested in only because of a grade. Then say you put in fifteen hours in on a paper and you get a C, you feel like you wasted your time. Well, Ive decided to write this paper on something that really caught my attention, something I that really interested me. While I was researching my previous topic for this paper, Language in Advertising and the Psychology Behind It, I came across a web site dedicated to commonly confused words. After reading a few I felt really stupid because I didnt know the difference between a number of the sets of words. I then went on a hunt for other sites that featured commonly confused words, and I found a ton. I decided to ditch the old topic and wr ite the paper on commonly confused words. It subject relates to the course and intrigues me. Ive compiled a list of the most commonly confused words which starts on the next page. We will write a custom essay on Words specifically for you for only $16.38 $13.9/page Order now 1) Affect / EffectAffect is a verb meaning ? to influence or change.?Effect is usually a noun meaning ? result.? (3)2) Accuracy / PrecisionAccuracy is the agreement between the true value and the result obtained by the measurement. Precision is the agreement among repeated measurements of the same quantity. (1)3) Alright / All rightAlright is not a word. All right is two words. (1)4) Allusion / IllusionAllusion is a noun that means an indirect response. Illusion is a noun that means a misconception. (4)5) Amusement Park / Theme ParkAn amusement park is where people go to have fun with food, rides, and shows. A theme park is an amusement park with a theme, a subject that everything in the park has in common. (4)6) Alternate / AlternativeAlternate is to occur in successive turns; first one, then the other. Alternative means substitute or second choice. (1)7) Assure / Insure / EnsureAssure means to convince or to guarantee. Ensure means to make certain or make sure. Insure means to guard against loss. * Assure and ensure are often used interchangeably, yet they have to different meanings. You assure someone that something has been done. You ensure that something has been done. (1)8) Besides / BesideBesides is an adverb that mean also. Beside is a preposition that means next to. (2)9) Bimonthly / SemimonthlyBimonthly is an adjective that means every two months. Semimonthly means twice a month. (2)10) Cement / ConcreteCement is the powder in the bag that is used to make concrete. (1)Concrete is the substance made from cement, water, sand and gravel. 11) Cite / SiteCite is a verb that means to quote as an authority or example. Site is a noun meaning location. (2)12) Cologne / PerfumeCologne is a scented liquid made from alcohol and fragrant oils. Perfume is a quickly evaporating scented oil either obtained from flowers or manmade. (1)13) Complement / ComplimentComplement is a noun or verb that means something that completes or makes up a whole. Compliment is a noun or verb that means an expression of praise or admiration. (3)14) Connote / DenoteConnote is a verb that means to imply or suggest. Denote is a verb that means to indicate or refer to specifically. (4)15) Continual / ContinuousContinual means to be repeated regularly and frequently. (3)Continuous means to be extended or prolonged without interruption. 16) Dinner / SupperA dinner is always the main meal of the day, whether it is eaten at noon or in the evening. .uce9853548ed31870d1d68d892d5b99fd , .uce9853548ed31870d1d68d892d5b99fd .postImageUrl , .uce9853548ed31870d1d68d892d5b99fd .centered-text-area { min-height: 80px; position: relative; } .uce9853548ed31870d1d68d892d5b99fd , .uce9853548ed31870d1d68d892d5b99fd:hover , .uce9853548ed31870d1d68d892d5b99fd:visited , .uce9853548ed31870d1d68d892d5b99fd:active { border:0!important; } .uce9853548ed31870d1d68d892d5b99fd .clearfix:after { content: ""; display: table; clear: both; } .uce9853548ed31870d1d68d892d5b99fd { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .uce9853548ed31870d1d68d892d5b99fd:active , .uce9853548ed31870d1d68d892d5b99fd:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .uce9853548ed31870d1d68d892d5b99fd .centered-text-area { width: 100%; position: relative ; } .uce9853548ed31870d1d68d892d5b99fd .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .uce9853548ed31870d1d68d892d5b99fd .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .uce9853548ed31870d1d68d892d5b99fd .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .uce9853548ed31870d1d68d892d5b99fd:hover .ctaButton { background-color: #34495E!important; } .uce9853548ed31870d1d68d892d5b99fd .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .uce9853548ed31870d1d68d892d5b99fd .uce9853548ed31870d1d68d892d5b99fd-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .uce9853548ed31870d1d68d892d5b99fd:after { content: ""; display: block; clear: both; } READ: George Meade EssayA supper is eaten only in the evening whether it is a large or small meal. (4)17) Discreet / DiscreteDiscreet means prudent, circumspect, or modest. Discrete means separately or individually distinct. (4)18) Disinterested / UninterestedDisinterested means unbiased or impartial. Uninterested means not interested or indifferent. (3)19) Dough / BatterDough is a thick mixture of flour, liquid, and other ingredients that is usually rolled or shaped into bread and other baked goods. Batter is a thinner mixture than dough and is made of flour and liquid. (4)20) Envy / JealousyEnvy is the desire to have something that another person has and the feelings of resentment or unhappiness at the persons having it. Jealousy is like envy but includes suspicion and competition. (2)21) Elicit / IllicitElicit is a verb meaning to bring out or evoke. Illicit is an adjective meaning unlawful. (3)22) Eminent / ImminentEminent means outstanding or distinguished. Imminent means expressed directly or clearly defined. (3)23) Explicit / ImplicitExplicit means expressed directly or clearly defined. Implicit means implied, unstated. (3)24) Farther / FurtherFarther is an adjective and adverb that means to or at a more distant point. Further means to or at a greater extent or degree, also in addition or moreover. (1)25) Figuratively / LiterallyFiguratively means metaphorically or symbolically. Literally means word for word or according to the exact meaning of words. (4)26) Flack / FlakFlack is a pejorative word for someone engaged in public relations. Flak is anti-aircraft fire. (1)27) Flair / Flare A flare is a bright light. Flair has come to mean a talent, aptitude or knack. (1)28) Imply / InferImply means to suggest or state indirectly. Infer means to draw a conclusion. (3)29) Information / KnowledgeInformation is a known fact about something or someone. Knowledge means having information and understanding it through experience. (4)30) Loath / LoatheLoath is reluctant. Loathe means to despise. (1)31) Melody / TuneA melody is a group of notes in a certain order that results in a sweet agreeable sound. A tune is an easily remembered melody. (4)32) Peak / PiqueA peak is the highest point of something. Pique is resentment or arousal or provocation. (2)33) Part / PortionA part is something that has been divided, when all parts are put together , they equal a whole. A portion is a share or part used or given in a specific way. (4)34) Passport / VisaA passport is a document, usually a booklet, that states a persons official identity and citizenship and allows that person to visit another country. A visa is stamped on a passport. It shows that the passport has been examined by officials of a country and permits enter into that country. (4)35) Soap / DetergentSoap is a cleansing agent that comes from natural fats and oils. Detergent is a cleansing agent that is usually made from synthetic, or manmade products. (4)When we talk about the hidden meanings that words can have an they emotions they bring out, I think we have to stop and ask ourselves if we really know what the word was intended to mean. We have to re-educate ourselves of the basics before we can dig ant deeper. After doing the research and pulling all of this together I realized how ignorant I was to some words, everyday words that everyone should know. The basics are complicated, is it worth it do dig deeper and deeper searching for some crazy connection between things and words and life? I dont know. All I know is communication seems pretty easy until you learn more and more, then you feel like an idiot for not knowing then what you know now and wonder if other people knew then what you know now. Sources1* Definitions have numbers at the end of each definition to acknowledge the proper source. The numbers are 1,2,3, and 4- as above. Bibliography) www.pnl.gov/ag/usage/confuse.html2) www.copydesk.org/editorsink/c.htm3) www.academics.smcvt.edu/writingctr/commonly.htm4) www.kids.infoplease.lycos.com

October sky essays

October sky essays October sky is 108 minutes long. The main character in this movie is Homer Hickam and his parents John and Elsie. His friends Quentin, Roy Lee, and ODell and his teacher miss Riley also serve a major roll in this movie as for they are his moral and support that keep him with his goals. The movie takes place in a small mining town in West Virginia. Four boys design and build a rocket that they enter into the county science fair. They then will a spot in the national science fair and Homer is appointed by the group to represent them in Indianapolis. They win first place and all four of them receive scholarships and later graduate from college. Homer decides he does not want to work in the coal mine like everyone else. He wants to go to college and get out of this mining town. His opportunity arrives when a teaches informs them that they could win a scholarship by winning the national science fair. Homer and his friends work hard so that they will be good competition at the fair. Him and his three friends work hard so they are able to reach their goals. Homer had the highest standards. He wanted to get out of that mining town so bad he actually defies his dad by building another rocket. He had to make many tough decisions, but he had a passion for what he wanted. He was only able to get what he wanted because his standards were so much higher than anyone elses in the town. The four of the boys are faced with a conflict when they are accused of starting a forest fire. In stead of becoming angry and making the situation worse, they find a solution. Homer, using the book Miss Riley gave to him, finds a calculus equation that shows that their rocket could only have traveled at the farthest a mile and a half. The fire was started over three miles away and it was later discovered that it was caused by a flare. They are the able to start building their rockets again. From this video I have learne...

Social Media Essay Example | Topics and Well Written Essays - 250 words - 1

Social Media - Essay Example Social media in businessBusiness executives use social media in advertising, networking, and marketing via blogs. Company and products adverts on social sites to target customers who frequently use the social sites. Customers communicate with the company via these social sites in a less formal way. Users can get good business deals and ideas from their friends who are on the social networks as they interact.Many political blogs responding to mainstream news released via radios or TVs are now available in the social media. They are also using the social media to campaign for elections at the grassroots or national level. The uprising and ousting of political leaders in the northern-Africa Islamic countries were made possible by social site.Social media used in educationSocial media subscriptions can provide homework assignments, assigning reading materials thus enhancing e-learning and up-to-date information. Social media has enabled students to carry out projects beyond individual ca pabilities together.Social media in entertainmentiPhones and blackberries equally contain music and games for entertainment. Some social sites such as MySpace are entertainment oriented. TVs are also playing different genres of music for entertainment.Social media for charitable activitiesDonations to the Haiti earthquake via the social media were overwhelming. Social media is also used in delivering source news. Social media has specifically provided news to millions of people.

Experimentation, Research and Consent for Ethics in Healthcare class Essay - 1

Experimentation, Research and Consent for Ethics in Healthcare class - Essay Example The next question which was raised to importance was when there was no such statement and there existed conflicting interest between the guardians of the patient then whose say would hold importance, that of the spouse or the parents? Along with these two questions, when the media got active a third conflict arose, regarding the rights of the disabled, whether their condition could be misconstrued to be an accent against pro life treatment? The hype was addressed by the then President of the US by passing a bipartisan Bill via which he had invalidated the ruling of the state judge by passing the matter to the federal courts. The reason why this was done was because it was felt by the Senate and the House of Representatives who had passed the Bill that the matter involved Terri’s Constitutional rights.1 The biggest conflict which came into being was also regarding the case being a right to die case or the disability rights case! But life cannot be charted into black and white words, and that’s what public opinion forced the courts to consider-ethical questions. Every person has the right to choose against medical treatment, against any sort of bodily intrusion. Then there is the right to life and personal liberty in contrast to the state’s right of preserving health and its duty to not allow people to commit suicide. This is called the duty of the state to maintain the sanctity of life. To add to this debate, many argued that the basic provision of food and water should not be removed as it is not covered within the ambit of medical treatment and as such law regarding the medical perspective could not guide removal of pipes which ensured regular basic nutrition. The third issue that was raised was whether a doctor is capable to decide on the issue about a miraculous breakthrough in a patient’s condition, especially when the same is steady if not improving. On removal of medicines which reduce

Assess why government intervention to ensure equlity of opportunity Thesis

Assess why government intervention to ensure equlity of opportunity was historically necessary to correct tremendous injustices - Thesis Example The policy of slavery could only be cured by the policy of civil rights to rectify the injustice of what it is to live in a country without having the rights of citizenship. Where social structures fail, it is the responsibility of the government to lead the people out of the darkness of immoral and unethical behavior. According to Spalding (2007) â€Å"John Adams opposed slavery his entire life as a "foul contagion in the human character" and "an evil of colossal magnitude." James Madison called it "the most oppressive dominion ever exercised by man over man†. Many of those in the beginnings of the country who helped to shape its ideology did not agree with the idea of oppressing people. The idea of breaking from European structures of law that denied some while allowing corruption to flourish and enhance the lives of the elite was a defining element of creating the New World. The idea that slavery was a part of this New World was incongruous to the ideas upon which the nation was being built. This is not an opinion that is universal and there are those that believe that the practice of slavery in the United States was merely a continuation of economic policies that had existed since ancient times. There is some truth to this assertion, but the opinion asserted by D’Souza takes the argument too far. D’Souza (1995) suggests that the idea that grew within the United States was subversive and expresses an undeserved disgust with the concept of slavery suggests that slavery should still be an accepted idea. What should be recognized is that a heinous practice that had been a part of many cultures across the world was finally identified for its inhumanity as the ideologies of the United States began to influence it and other cultures to change the perception of slavery. Whether we turn to the declarations of the past, or to the professions of the present, the conduct of the nation seems equally hideous and revolting. America is false to the

Concepts of Censorship

Concepts of Censorship Censorship There are different types of freedoms or forms of liberations that everyone needs to be able to feel comfortable and accommodated in our society. The intellectual freedom is the right of each individual to access information that is; both receiving and in pursuit exclusive of any restriction or containment. Free expression of ideas at all angles can be termed as intellectual liberty. Most of our democratic communities are supposed to present this liberty for, it is the foundation of social equality and this must comprise the right to posses, obtain and distribute thoughts. Censorship is the control of informatory materials that are seen to be of great threat, dangerous or might bring fierce public debate to a society, a nation or even international. The main information materials censored are films, books, videos and art works which are detached or reserved from free public access. Restraint of materials can also be based on definite audiences depending on age limitations or other distinctiveness. There are certain organizations or individuals that might advocate for the society or children in particular that might be at risk of certain immoralities. Many democracies however have put in place clear regulations stating that; every one has a freedom to read, write, view and express. The library personnel must forever be enthusiastic to edit supplies, for their focal concern is to protect the public from unethical resources. When another person shares out his arguments it is very vital to be considered but not forgetting the other side’s opinion must not be taken for granted and be secluded. The word censorship comes from the Latin word censor, which was an occupation of two Romans whose task was to oversee civic behavior and ethics, consequently monitoring the way inhabitant acted.The act of censorship differs from one material to another. There are many things that we come across, in our every day lives; these could be in books, televisions, radios, the internet and many more. Censorship is believed to be with human since time immemorial and cannot be extricated .Censorship can be traced back from the ancient communities like ancient Rome, Greece and China, where it is believed that around the year 300AD,this was passed as a valid law for checking ethical conducts and opinions of the inhabitants. One of the most remembered historical saga on censorship was in the ancient Greece when Socrates was forced to take poison in the year 399BC for admitting of his involving the young in dishonesty and untraditional divinity.This antique view of suppression, as a compassionate civic check in the most excellent concern of the public, is still in use by many nations in the world and it has along eternal impact on the Soviet Union, for the leaders used censorship for the greatest durable time ever recorded in the 20th century. Censorship as containment has diverse complications, with some censorships targeting matters seen to be filthy or indecent; unorthodox or sacrilegious; treasonable or profane. In consequence, the main aim generally for this art in our societies is to restrain and conceal beneath the disguise of defending the main fundamental public amenities that is; the State, families and churches. For full grasp of censorship, and the desire to censor, it is indispensable to shred away the astonish appellation importance that is emotionally involved to the remark at first declaration. One must be familiar with that suppression and the philosophy behind it goes back to prehistoric period, and that each culture has had mores, norms and rules by which dialogue, clothing, spiritual execution, and sexual appearance were synchronized. As we go back to Ancient Rome, where autonomy of idiom was reticent for those in power and that resulted in writers of subversive articles ruthlessly dealt with, especially Nero the emperor, is in records after setting ablaze books and even expelling many authors. Clear evidence shows that the art of repression has great hereditary from the first democratic state of Greece. Plato was the initial philosopher to devise a validation for academic, spiritual, and creative expurgation that projected any that; unconventional ideas concerning God henceforth taken as criminal acts and that proper trial is recognized to contain profanation. Tales being narrated to children by their mothers could be censored. In our modern world, there are different types of censorships carried out simultaneously, and these are moral, Political, religious, military and corporate censorships (Hellin et al 1986). Religious Censorship The religion censorship actually suppresses the free views that might go against the teachings of the church. It is habitually performed on the foundation of blasphemy, and one known example is that of the author of satanic verses, who was condemned to die by the late Iranian head, Ayatollah .Religious censorship is one of the most responsive parts in both ancient and current censorships and involves some of the most influential denominations enforcing limitations on the lesser ones shunning the progress of the other when feel endangered. It is believed that expression of thoughts candidly was posing a great menace to some Christian and church rulers, following the era of Protestantism and the innovation of printing press, this catapulted both the Catholic Church and the protestant to wage a great war on each other and prompted the Roman church to stiffen censorship on many books that were seen to be ideologically unsafe. In the year1559, Pope Paul IV outlawed some books, which were later carried forward by many of other succeeding popes until later dates. Up this time, there are some books and teachings, which are censored before being allowed to a particular church or denomination. Moral censorship The moral censorship is entirely for family and society interest. There are materials that must be censored before being released to public for children’s’ safety .Prohibition of pornographic and violent film materials are some of the best examples that forces moral censorship to take stage. The US, is complimentary and independent civilization, where freedom of expression is tolerated but some issues concerning censorship especially the Internet freedom has degenerated to a heated debate. Entrance category of substance, made by a governing ability or its legislative body. In conventional documentation surroundings of a library it is very likely to monitor instructional and library media resources foregoing to use by subjecting all such supplies to a sensible assortment criterion, but concerning the Internet it is proving to be tough. Indeed, it is significant to supply affluent materials to scholars and to formulate that in sequence presented is not opposing or else distasteful in scenery. For these grounds,  teachers are accountable to widen the skills essential to examine and appraise assets found on the Internet. It has been established that many children in recent days are accessing the internet, making friends, chatting about social issues meeting adults and their fellow kids. The Internet connection clasp vast information that covers from education to sex related articles that are very awkward for kids to access. Many parents have argued if there could be law that guard children from the Intrenet.The issue of kids accessing the Internet are some of the gains that censorships can deliver. Even though it is unkind to deny our kids their rights but at times when need be, restrictions must be carried out. Indeed this matter must be addressed tactfully, for the Internet can act as an educational library and is helpful to our kids. Political Censorship The suppression, of information that are channeled by a state to a particular news bulletins conduit after trying to cover something ,deforming to give another meaning or fabrication of ideas to conceal the plain truth from the public ,is regarded as censorship of politics. This could be also restraining some views that are contrary to the ruling government. Obviously, the government of the day has every machinery at its disposal to dismantle any civil disobedience. It has the military, the police the secret agents that must make sure compliancy to any directives. This is where political censorship can come in, to repress the opposition. Many governments can even hire reporters to scuttle some grave propaganda among its people to deter the public from the truth of the matter. In the Soviet Union, there was no autonomous journalism that was allowed, until president Gorbachev ascended to power. The communist government only was to release information or its affiliate organization. There was only one newspaper that monopolized the media space.Howerver overseas newspapers that were ultimately allowed supported the regime. Television and radio stations were always under the control of the communists. Foreign broadcasters who were never supportive to the government in any nature found there stations disabled at times. These acts of suppression faded away after the fall of the communists. China still has ideologies of communism and is said to be employing Internet observers of around 30,000 personnel just to monitor the electronic coverage. During the reign of Mussolini, press freedom almost came to an extinct. There was great persistence put in place to fully check the media. The authorities frequently raided journalists and even closing down some of their premises. The Jews were never allowed to publish any paper even journalism was a nightmare to them. South Africa also suffered massively under the apartheid regime whereby a law was introduced to veto any individuals that were against the government, once you were confirmed banned there was no way any newspaper could carry your story or views.Saddam of Iraq also directed the censorship of all press materials. Another Arabic country that is regarded as mainly tyrannical concerning the freedom of expression is Syria. The human rights organizations have been seen in the front line to criticize the government on opinio nated detentions and arrests. The foremost obstruction is the inability to afford the Internet services and the ultimate suppression from the government censorship bodies. In accumulation to maintaining rigid control of service providers, state imposes economic and technological constraints to the users of the Internet (Vaughn et al 1980) Military censorship This can never be overlooked and its history dates back from the first and second world wars. The military intelligence was vital and crucial for any army to succeed in a battle. There were some secrets and strategies of war that were to be practical in keeping ahead of the opponent, and were applied especially when spying on the next move. The Indian troops of the year 1914 were some of the victims of the forces scrutiny in famous western front. There was consistent scrutiny of mails by a band of censors that was instructed to compile seven-day information that commented on the contents of the letters. Several individual letters were collected and then translated. They were containing enclosed names of the sender rank and religion .Many of the soldiers were not educated, and that meant in residing to others for writing of the letters. They were enlisted from the countryside where e education was inadequate. For that reason, they had a frantic time of identifying the corporation clerks who were to write the outgoing and to read the incoming mails. They later found out that the authority was censoring their mails and this prompted some of the soldiers who were educated to change writing tactics. The censors who were intelligent managed to decipher most of the mails written in oblique idiom revealing of their horrors. The US Military censorship was uncommon in the early democracy due to the archaic lines of communications in the forces operation areas. Information received from the facade was never valued for more than a week. When the media fraternity became more complex in later centuries, there was need for scrutiny from the military measures. Telegraphic lines were federalized during the civil war era and this was due antagonism correspondents, that the authority wanted to suppress. The civic demand for current updates piloted the tough contest for the reporters and this saw proficiency in professionalism .Indeed many uncensored news reported were mostly fake, but tolerance was deployed for the authority new, some traces of intelligence could be seen to influence civil opinion. The American war with the Spanish had several efforts of censorship thwarted after a vast logistical failure to conceal violence inflicted by the American troops. The American government also commanded the exchanges from transatlantic that included correspond by mail and the line cable. The information from the entire media fraternity, were subjected to strict cencorship.When the World WarII started, the US government in 1941, had a censor office that scrutinized all the out going and the in coming mails, that most of them had pictures of wounded soldiers and were never wanted to be seen publicly and it was seen these were matters of national interest. Many reporters had to concur and with strict regulations ended up performing individual censorship to avoid victimization. The Vietnam conflict experienced comparatively cordial bond flanked by the forces and the journalists. Incomplete in their aptitude to confine in sequence lacking an affirmation of war, the administration had to pass to the press practically unfettered admission to the combat zone. When the Americans invaded the gulf region, it was certainly, fair giving little restrictions Corporate Censorships The application of negative ideologies to corporate sector has greatly impacted on some victims of corporate suppression to being edged out and rejected to vend merchandise, denial to publicize or airtime defiance has been experienced in the recent years especially in America. Many articles have been denied circulation by corporate bodies in view of tarnishing the media fraternity fearing loses or impeachment. Sports and film bodies have also suffered silently at the mercy of the corporate censorships. Broadminded favoritism in the media is frequent idea to be the result of moderate doctrine and ideas influencing the reporting or variety of news stories. Conformist critics of the media argue that bias exists inside a broad assortment of media channels together with set of connections reports. A survey carried out by an independent body found out that, reporters at state media outlets such as the New York Times, Washington Post, and the broadcast networks, mostly are Democratic voters whose attitudes were well left to the universal community on a selection of topics, counting on social issues such as abortion, positive action, and gay rights. The interviewers recognized their way of expressing some of the debatable matters involving security of nuclear supremacy, school busing to encourage ethnic combination, and the1970s power calamity .their conclusion was that the writers reporting of divisive issues were their own opinions. Obtainable tilt as a mostly insensible procedure of concurring persons analytical on their collective assumptions onto their interpretations of actuality. In assurance, this doomed that information houses engaged principally one party would fabricate equally slanted perception headed for the prejudiced bearing (Sweeney et al 2001).Significantly and disconcerting swing may be mounting concerning the way legislators standardize the media many countries of the world particularly African governments are out to mug the media especially those radio stations broadcasting in ethnic languages, who are always threatened to closure for their oppressors believe they are perpetuating cultural hatred. In one intellect, the dispute for censorship equality is prevailing. Main concern is the menace of incompetent and unprofessional censorship still lurks with the increasing junction of media providers and modern technologies. Expectations are high that established broadcasters will strengthen their fight for the appropriate delivery quality of services to their customers even though, anxiety that is more dictatorial is still being asserted to these classified operators. Nevertheless, certain protections from the law are needed while chances are high that current situations shall be put to rest. General public attitude to recent days can be quantified as saying that in many countries across every diverse sections of expansion, it has never been that easy for immediate custodians of children that is; parents to keep an extra close eye on their kids. It is believed that most frequently censored materials are books, for the majority of them are have many offensive mechanism mainly politics, gender or sexuality cultural background, religious values, or sac rilegious articles or rebellious and might not be appropriate for the children, hence need to be censored. The educational facilities especially libraries are the most vital treasures in any society that value education. They are therefore charged with the full responsibility to both public more so to the children who at no time are required to access any material that might generate a negative attitude, towards their development and later service to the community at large. Censorship as many say could be the restriction of ideas and expressions, but to look at the issue summarily, there specific questions that must be addressed and put back to their order of sequence. It is clear that no parent will allow any kid to pop in the library and come out with a book containing of violent scenes, sexuality, or with a book that actually endorses witch craft or ethnicity. Each an everyone has a great task of ensuring that this general assignment provided by nature be accomplished in the best method applicable. Many hurdles are encountered because strong opposition is met during the removal of unwanted materials that are regarded as risky. Nevertheless, the real victims here are the public. American Library Bill, First Amendment is violated when the removal of books is carried out and actually brings controversial dispute, for people see it as a violation of the act. The subject of restriction of books in schools is sensitively charged, but having known the consequences is always necessary to avoid confrontational issues. When one considers reading any luminous manuscript, shows that we think autonomy of idiom is precious, we must be able to distinguish and crusade about its most composite and vital limits. The culture of censorship must go on but it must be done both morally and professionally. For the librarians they must be prepared for any resistance from various stakeholders because, they might be victimized for avoiding to purchase other uncensored books hence, be seen, as an economic sabotage. It is a collective responsibility for the parents to also confer with the librarians to advice on any materials that are best for our children. For the exposure of uncensored materials might be harmful to the society; and our kids in particular are the most targeted .Definitely it is important for the libraries to have censored books and educational materials, because the benefits out weigh the disadvantages. References Dinton, Robarte k (1991), Middle East war: Westport, Connecticut. Hellion, Danielle C (1985) world wars: the Media and Vietnam. New York: Oxford University Press, 1986. Knightly, Philip J (1975) the First Casualty: From the Crimea to Vietnam: The War Correspondent, New York: Harcourt Brace Jovanovich. Vaughn, Stephen E (1980) Holding Fast the Inner Lines: Democracy Committee on Public Information. Chapel Hill: University of North Carolina Press, Sweeney, Michael S. (2000) victory secrets: Censorship and the American Press and Radio in World War II. Chapel Hill: University of North Carolina Press.

Educational Goals and Philosophy :: Education Teaching Careers Essays

Educational Goals and Philosophy In this day in age, opposing views and philosophies are emerging in the public school systems quicker that we can really develop a thorough understand and sound, sturdy opinion of them. As an educator, I believe it is important to be supportive and open-minded for the students. My concern is not only for the students’ education, but also their personal well being and emotions. Every student is raised differently, with beliefs and morals that may oppose the beliefs of their fellow students and teachers, as well as other members of their community. These students should not feel segregated or suffer from the harsh words and acts of others that may disagree with their views. My job is to secure the feelings of each student and to help them realize that this is one of life’s lessons and that they should face the world with an open mind and warm heart. These ideas represent my own personal beliefs. After reviewing the several different philosophies discussed in my education class, I have come to realize that I do not believe in one particular philosophy. I agree with several aspects of each of the different philosophies that are prominent in our nation’s schools. My classroom is going to be a positive learning environment and a comfortable, welcoming setting for all of my students. To be a great teacher, I need to be able to understand where my students are coming from when they express their concerns or show signs of confusion, pain, or any other behaviors that do not correspond with their personality. I want to know my students on an individual basis where I can have a loving, caring, understanding and open relationship with them and still gain their respect for me as an educator. The teachers that remain in my memory the most where the ones that thoroughly taught their lessons and strived to help each individual student understand the material and work to their fullest potential. These teachers were also the ones who expressed the most care and love for their students. They worked to develop a strong bond with each individual student so that they may feel secure and comfortable in their classroom, knowing that if they ever needed any help or support, their teacher was always the one they could turn to for guidance.

The Art of War

Sun-Tzu Wu is the reputed author of the Chinese classic Ping-fa (The Art of War), written approximately 475-221 B. C. Penned at a time when China was divided into six or seven states that often resorted to war with each other in their struggles for supremacy, it is a systematic guide to strategy and tactics for rulers and commanders. In doing business on the Internet during this time of rampant computer viruses and hacker attacks it may be wise for us to follow some of his tactical principles in order to insure the safety of ourselves and our future clients. Know your enemy and know yourself; in a hundred battles, you will never be defeated. When you are ignorant of the enemy but know yourself, your chances of winning or losing are equal. If ignorant both of your enemy and of yourself, you are sure to be defeated in every battle. In a chilling article entitled Big Brother is Watching Bob Sullivan of MSNBC recounts a tale during a recent visit to London: Only moments after stepping into the Webshack Internet cafe in London†s Soho neighborhood, â€Å"Mark† asked me what I thought of George W. Bush and Al Gore. â€Å"I wouldn†t want Bush running things,† he said. â€Å"Because he can†t run his Web site.† Then he showed me a variety of ways to hack Bush†s Web sites. That was just the beginning of a far-reaching chat during which the group nearly convinced me Big Brother is in fact here in London. â€Å"I don†t know if he can run the free world,† Mark said. â€Å"He can†t keep the Texas banking system computers secure. So-called â€Å"2600† clubs are a kind of hacker â€Å"boy scout† organization – there are local 2600 chapters all around the globe. It is in this environment, and this mindset, that London†s hackers do their work. They do not analyze computer systems and learn how to break them out of spite, or some childish need to destroy: Mark and friends see themselves as merely accumulating knowledge that could be used in self-defense if necessary. They are the citizen†s militia, the Freedom Fighters of the Information Age, trying to stay one step ahead of technology that could one day be turned against them. Jon-K Adams in his treatise entitled Hacker Ideology (aka Hacking Freedom) states that hackers have been called both techno-revolutionaries and heroes of the computer revolution. Hacking â€Å"has become a cultural icon about decentralized power.† But for all that, hackers are reluctant rebels. They prefer to fight with code than with words. And they would rather appear on the net than at a news conference. Status in the hacker world cannot be granted by the general public: it takes a hacker to know and appreciate a hacker. That's part of the hacker's revolutionary reluctance; the other part is the news media's slant toward sensationalism, such as, â€Å"A cyberspace dragnet snared fugitive hacker.† The public tends to think of hacking as synonymous with computer crime, with breaking into computers and stealing and destroying valuable data. As a result of this tabloid mentality, the hacker attempts to fade into the digital world, where he-and it is almost always he-has a place if not a! In his self-conception, the hacker is not a criminal, but rather a â€Å"person who enjoys exploring the details of programmable systems and how to stretch their capabilities.† Which means that he is not necessarily a computer geek. The hacker defines himself in terms that extend beyond the computer, as an â€Å"expert or enthusiast of any kind. One might be an astronomy hacker† (Jargon File). So in the broadest sense of his self-conception, the hacker hacks knowledge; he wants to know how things work, and the computer-the prototypical programmable system-simply offers more complexity and possibility, and thus more fascination, than most other things. >From this perspective, hacking appears to be a harmless if nerdish enthusiasm. But at the same time, this seemingly innocent enthusiasm is animated by an ideology that leads to a conflict with civil authority. The hacker is motivated by the belief that the search for knowledge is an end in itself and should be unrestricted. But invariably, when a hacker explores programmable systems, he encounters barriers that bureaucracies impose in the name of security. For the hacker, these security measures become arbitrary limits placed on his exploration, or in cases that often lead to confrontation, they become the focus of further explorations: for the hacker, security measures simply represent a more challenging programmable system. As a result, when a hacker explores such systems, he hacks knowledge, but ideologically he hacks the freedom to access knowledge. Political hackers are another group considering themselves modern freedom fighters. â€Å"Hacktivists† have officially moved from nerdish extremists to become the political protest visionaries of the digital age, a meeting at the Institute of Contemporary Arts in London was told on Thursday. Paul Mobbs, an experienced Internet activist and anti-capitalist protestor, will tell attendees that the techniques used by politically minded computer hackers — from jamming corporate networks and sending email viruses to defacing Web sites — has moved into the realm of political campaigning. Mobbs says that the term â€Å"Hacktivism† has been adopted by so many different groups, from peaceful Net campaigners to Internet hate groups, that it is essentially meaningless, but claims that Internet protest is here to stay. â€Å"It has a place, whether people like it or not,† says Mobbs. Steve Mizrach in his 1997 dissertation entitled Is there a Hacker Ethic for 90s Hackers? delves into this subject in great detail. He describes the divergent groups of hackers and explains their modus operandi: I define the computer underground as members of the following six groups. Sometimes I refer to the CU as â€Å"90s hackers† or â€Å"new hackers,† as opposed to old hackers, who are hackers (old sense of the term) from the 60s who subscribed to the original Hacker Ethic.  § Hackers (Crackers, system intruders) – These are people who attempt to penetrate security systems on remote computers. This is the new sense of the term, whereas the old sense of the term simply referred to a person who was capable of creating hacks, or elegant, unusual, and unexpected uses of technology. Typical magazines (both print and online) read by hackers include 2600 and Iron Feather Journal.  § Phreaks (Phone Phreakers, Blue Boxers) – These are people who attempt to use technology to explore and/or control the telephone system. Originally, this involved the use of â€Å"blue boxes† or tone generators, but as the phone company began using digital instead of electro-mechanical switches, the phreaks became more like hackers. Typical magazines read by Phreaks include Phrack, Line Noize, and New Fone Express.  § Virus writers (also, creators of Trojans, worms, logic bombs) – These are people who write code which attempts to a) reproduce itself on other systems without authorization and b) often has a side effect, whether that be to display a message, play a prank, or trash a hard drive. Agents and spiders are essentially ‘benevolent' virii, raising the question of how underground this activity really is. Typical magazines read by Virus writers include 40HEX.  § Pirates – Piracy is sort of a non-technical matter. Originally, it involved breaking copy protection on software, and this activity was called â€Å"cracking.† Nowadays, few software vendors use copy protection, but there are still various minor measures used to prevent the unauthorized duplication of software. Pirates devote themselves to thwarting these things and sharing commercial software freely with their friends. They usually read Pirate Newsletter and Pirate magazine.  § Cypherpunks (cryptoanarchists) – Cypherpunks freely distribute the tools and methods for making use of strong encryption, which is basically unbreakable except by massive supercomputers. Because the NSA and FBI cannot break strong encryption (which is the basis of the PGP or Pretty Good Privacy), programs that employ it are classified as munitions, and distribution of algorithms that make use of it is a felony. Some cryptoanarchists advocate strong encryption as a tool to completely evade the State, by preventing any access whatsoever to financial or personal information. They typically read the Cypherpunks mailing list.  § Anarchists – are committed to distributing illegal (or at least morally suspect) information, including but not limited to data on bombmaking, lockpicking, pornography, drug manufacturing, pirate radio, and cable and satellite TV piracy. In this parlance of the computer underground, anarchists are less likely to advocate the overthrow of government than the simple refusal to obey restrictions on distributing information. They tend to read Cult of the Dead Cow (CDC) and Activist Times Incorporated (ATI).  § Cyberpunk – usually some combination of the above, plus interest in technological self-modification, science fiction of the Neuromancer genre, and interest in hardware hacking and â€Å"street tech.† A youth subculture in its own right, with some overlaps with the â€Å"modern primitive† and â€Å"raver† subcultures. So should we fear these geeky little mischief-makers? The New York Post revealed recently that a busboy allegedly managed to steal millions of dollars from the world†s richest people by stealing their identities and tricking credit agencies and brokerage firms. In his article describing this event Bob Sullivan says, â€Å"Abraham Abdallah, I think, did us all a favor, for he has exposed as a sham the security at the world†s most important financial institutions.† The same two free e-mail addresses were used to request financial transfers for six different wealthy Merrill Lynch clients, according to the Post story. Merrill Lynch didn†t notice? Why would Merrill accept any transfer requests, indeed take any financial communication seriously at all, from a free, obviously unverified anonymous e-mail account? I†m alarmed by the checks and balances that must be in place at big New York brokerage firms. Rather than being a story about a genius who almost got away, this is simply one more story of easy identity theft amid a tidal wave of similar crimes. The Federal Trade Commission has received 40,000 complaints of identity theft since it started keeping track two years ago, but the agency is certain that represents only a fraction of real victims. This is a serious problem, long ignored by the industry. If fact, just last year the credit industry beat back a congressional bill known as The Identity Theft Protection Act, claiming it would be too expensive for them. â€Å"Clearly there has to be more leveling of the playing field. We have to hold banks and credit unions accountable.† Last month the U.S. Federal Bureau of Investigation (FBI) was again warning electronic-commerce Web sites to patch their Windows-based systems to protect their data against hackers. The FBI's National Infrastructure Protection Center (NIPC) has coordinated investigations over the past several months into organized hacker activities targeting e-commerce sites. More than 40 victims in 20 states have been identified in the ongoing investigations, which have included law enforcement agencies outside the United States and private sector officials. The investigations have uncovered several organized hacker groups from Russia, the Ukraine, and elsewhere in Eastern Europe that have penetrated U.S. e-commerce and online banking computer systems by exploiting vulnerabilities in the Windows NT operating system, the statement said. Microsoft has released patches for these vulnerabilities, which can be downloaded from Microsoft's Web site for free. Once the hackers gain access, they download proprietary information, customer databases, and credit card information, according to the FBI. The hackers subsequently contact the company and attempt to extort money by offering to patch the system and by offering to protect the company's systems from exploitation by other hackers. The hackers tell the victim that without their services they cannot guarantee that other hackers will not access their networks and post stolen credit card information and details about the site's security vulnerability on the Internet. If the company does not pay or hire the group for its security services, the threats escalate, the FBI said. Investigators also believe that in some instances the credit card information is being sold to organized crime groups. Defend yourself when you cannot defeat the enemy, and attack the enemy when you can. Scott Culp in a detailed list of security precautions on Microsoft†s Web page suggests that there are ten immutable laws of security. Law #1: If a bad guy can persuade you to run his program on your computer, it's not your computer anymore. It's an unfortunate fact of computer science: when a computer program runs, it will do what it's programmed to do, even if it's programmed to be harmful. When you choose to run a program, you are making a decision to turn over control of your computer to it. That's why it's important to never run, or even download, a program from an untrusted source – and by â€Å"source†, I mean the person who wrote it, not the person who gave it to you. Law #2: If a bad guy can alter the operating system on your computer, it's not your computer anymore. In the end, an operating system is just a series of ones and zeroes that, when interpreted by the processor, cause the machine to do certain things. Change the ones and zeroes, and it will do something different. To understand why, consider that operating system files are among the most trusted ones on the computer, and they generally run with system-level privileges. That is, they can do absolutely anything. Among other things, they're trusted to manage user accounts, handle password changes, and enforce the rules governing who can do what on the computer. If a bad guy can change them, the now-untrustworthy files will do his bidding, and there's no limit to what he can do. He can steal passwords, make himself an administrator on the machine, or add entirely new functions to the operating system. To prevent this type of attack, make sure that the system files (and the registry! , for that matter) are well protected. Law #3: If a bad guy has unrestricted physical access to your computer, it's not your computer anymore. He could mount the ultimate low-tech denial of service attack, and smash your computer with a sledgehammer.  § He could unplug the computer, haul it out of your building, and hold it for ransom.  § He could boot the computer from a floppy disk, and reformat your hard drive. But wait, you say, I've configured the BIOS on my computer to prompt for a password when I turn the power on. No problem – if he can open the case and get his hands on the system hardware, he could just replace the BIOS chips. (Actually, there are even easier ways).  § He could remove the hard drive from your computer, install it into his computer, and read it.  § He could make a duplicate of your hard drive and take it back his lair. Once there, he'd have all the time in the world to conduct brute-force attacks, such as trying every possible logon password. Programs are available to automate this and, given enough time, it's almost certain that he would succeed. Once that happens, Laws #1 and #2 above apply  § He could replace your keyboard with one that contains a radio transmitter. He could then monitor everything you type, including your password. Always make sure that a computer is physically protected in a way that's consistent with its value – and remember that the value of a machine includes not only the value of the hardware itself, but the value of the data on it, and the value of the access to your network that a bad guy could gain. At a minimum, business-critical machines like domain controllers, database servers, and print/file servers should always be in a locked room that only people charged with administration and maintenance can access. But you may want to consider protecting other machines as well, and potentially using additional protective measures. If you travel with a laptop, it's absolutely critical that you protect it. The same features that make laptops great to travel with – small size, light weight, and so forth – also make them easy to steal. There are a variety of locks and alarms available for laptops, and some models let you remove the hard drive and carry it with you. You also can use features like the Encrypting File System in Windows 2000 to mitigate the damage if someone succeeded in stealing the computer. But the only way you can know with 100% certainty that your data is safe and the hardware hasn't been tampered with is to keep the laptop on your person at all times while traveling. Law #4: If you allow a bad guy to upload programs to your web site, it's not your web site any more. This is basically Law #1 in reverse. In that scenario, the bad guy tricks his victim into downloading a harmful program onto his machine and running it. In this one, the bad guy uploads a harmful program to a machine and runs it himself. Although this scenario is a danger anytime you allow strangers to connect to your machine, web sites are involved in the overwhelming majority of these cases. Many people who operate web sites are too hospitable for their own good, and allow visitors to upload programs to the site and run them. As we've seen above, unpleasant things can happen if a bad guy's program can run on your machine. If you run a web site, you need to limit what visitors can do. You should only allow a program on your site if you wrote it yourself, or if you trust the developer who wrote it. But that may not be enough. If your web site is one of several hosted on a shared server, you need to be extra careful. If a bad guy can compromise one of the other sites on the server, it's possible he could extend his control to the server itself, in which case he could control all of the sites on it – including yours. If you're on a shared server, it's important to find out what the server administrator's policies are. Law #5: Weak passwords trump strong security. The purpose of having a logon process is to establish who you are. Once the operating system knows who you are, it can grant or deny requests for system resources appropriately. If a bad guy learns your password, he can log on as you. In fact, as far as the operating system is concerned, he is you. Whatever you can do on the system, he can do as well, because he's you. Maybe he wants to read sensitive information you've stored on your computer, like your email. Maybe you have more privileges on the network than he does, and being you will let him do things he normally couldn't. Or maybe he just wants to do something malicious and blame it on you. In any case, it's worth protecting your credentials. Always use a password – it's amazing how many accounts have blank passwords. And choose a complex one. Don't use your dog's name, your anniversary date, or the name of the local football team. And don't use the word â€Å"password†! Pick a password that has a mix of upper- and lower-case letters, number, punctuation marks, and so forth. Make it as long as possible. And change it often. Once you've picked a strong password, handle it appropriately. Don't write it down. If you absolutely must write it down, at the very least keep it in a safe or a locked drawer – the first thing a bad guy who's hunting for passwords will do is check for a yellow sticky note on the side of your screen, or in the top desk drawer. Don't tell anyone what your password is. Remember what Ben Franklin said: two people can keep a secret, but only if one of them is dead. Finally, consider using something stronger than passwords to identify yourself to the system. Windows 2000, for instance, supports the use of smart cards, which significantly strengthens the identity checking the system can perform. You may also want to consider biometric products like fingerprint and retina scanners. Law #6: A machine is only as secure as the administrator is trustworthy. Every computer must have an administrator: someone who can install software, configure the operating system, add and manage user accounts, establish security policies, and handle all the other management tasks associated with keeping a computer up and running. By definition, these tasks require that he have control over the machine. This puts the administrator in a position of unequalled power. An untrustworthy administrator can negate every other security measure you've taken. He can change the permissions on the machine, modify the system security policies, install malicious software, add bogus users, or do any of a million other things. He can subvert virtually any protective measure in the operating system, because he controls it. Worst of all, he can cover his tracks. If you have an untrustworthy administrator, you have absolutely no security. When hiring a system administrator, recognize the position of trust that administrators occupy, and only hire people who warrant that trust. Call his references, and ask them about his previous work record, especially with regard to any security incidents at previous employers. If appropriate for your organization, you may also consider taking a step that banks and other security-conscious companies do, and require that your administrators pass a complete background check at hiring time, and at periodic intervals afterward. Whatever criteria you select, apply them across the board. Don't give anyone administrative privileges on your network unless they've been vetted – and this includes temporary employees and contractors, too. Next, take steps to help keep honest people honest. Use sign-in/sign-out sheets to track who's been in the server room. (You do have a server room with a locked door, right? If not, re-read Law #3). Implement a â€Å"two person† rule when installing or upgrading software. Diversify management tasks as much as possible, as a way of minimizing how much power any one administrator has. Also, don't use the Administrator account – instead, give each administrator a separate account with administrative privileges, so you can tell who's doing what. Finally, consider taking steps to make it more difficult for a rogue administrator to cover his tracks. For instance, store audit data on write-only media, or house System A's audit data on System B, and make sure that the two systems have different administrators. The more accountable your administrators are, the less likely you are to have problems. Law #7: Encrypted data is only as secure as the decryption key. Suppose you installed the biggest, strongest, most secure lock in the world on your front door, but you put the key under the front door mat. It wouldn't really matter how strong the lock is, would it? The critical factor would be the poor way the key was protected, because if a burglar could find it, he'd have everything he needed to open the lock. Encrypted data works the same way – no matter how strong the cryptoalgorithm is, the data is only as safe as the key that can decrypt it. Many operating systems and cryptographic software products give you an option to store cryptographic keys on the computer. The advantage is convenience – you don't have to handle the key – but it comes at the cost of security. The keys are usually obfuscated (that is, hidden), and some of the obfuscation methods are quite good. But in the end, no matter how well-hidden the key is, if it's on the machine it can be found. It has to be – after all, the software can find it, so a sufficiently-motivated bad guy could find it, too. Whenever possible, use offline storage for keys. If the key is a word or phrase, memorize it. If not, export it to a floppy disk, make a backup copy, and store the copies in separate, secure locations. Law #8: An out of date virus scanner is only marginally better than no virus scanner at all. Virus scanners work by comparing the data on your computer against a collection of virus â€Å"signatures†. Each signature is characteristic of a particular virus, and when the scanner finds data in a file, email, or elsewhere that matches the signature, it concludes that it's found a virus. However, a virus scanner can only scan for the viruses it knows about. It's vital that you keep your virus scanner's signature file up to date, as new viruses are created every day. The problem actually goes a bit deeper than this, though. Typically, a new virus will do the greatest amount of damage during the early stages of its life, precisely because few people will be able to detect it. Once word gets around that a new virus is on the loose and people update their virus signatures, the spread of the virus falls off drastically. The key is to get ahead of the curve, and have updated signature files on your machine before the virus hits. Virtually every maker of anti-virus software provides a way to get free updated signature files from their web site. In fact, many have â€Å"push† services, in which they'll send notification every time a new signature file is released. Use these services. Also, keep the virus scanner itself – that is, the scanning software – updated as well. Virus writers periodically develop new techniques that require that the scanners change how they do their work. Law #9: Absolute anonymity isn't practical, in real life or on the web. All human interaction involves exchanging data of some kind. If someone weaves enough of that data together, they can identify you. Think about all the information that a person can glean in just a short conversation with you. In one glance, they can gauge your height, weight, and approximate age. Your accent will probably tell them what country you're from, and may even tell them what region of the country. If you talk about anything other than the weather, you'll probably tell them something about your family, your interests, where you live, and what you do for a living. It doesn't take long for someone to collect enough information to figure out who you are. If you crave absolute anonymity, your best bet is to live in a cave and shun all human contact. The same thing is true of the Internet. If you visit a web site, the owner can, if he's sufficiently motivated, find out who you are. After all, the ones and zeroes that make up the web session have be able to find their way to the right place, and that place is your computer. There are a lot of measures you can take to disguise the bits, and the more of them you use, the more thoroughly the bits will be disguised. For instance, you could use network address translation to mask your actual IP address, subscribe to an anonymizing service that launders the bits by relaying them from one end of the ether to the other, use a different ISP account for different purposes, surf certain sites only from public kiosks, and so on. All of these make it more difficult to determine who you are, but none of them make it impossible. Do you know for certain who operates the anonymizing service? Maybe it's the same person who owns the web site you just visited! Or what about that innocuous web ! site you visited yesterday, that offered to mail you a free $10 off coupon? Maybe the owner is willing to share information with other web site owners. If so, the second web site owner may be able to correlate the information from the two sites and determine who you are. Does this mean that privacy on the web is a lost cause? Not at all. What it means is that the best way to protect your privacy on the Internet is the same as the way you protect your privacy in normal life – through your behavior. Read the privacy statements on the web sites you visit, and only do business with ones whose practices you agree with. If you're worried about cookies, disable them. Most importantly, avoid indiscriminate web surfing – recognize that just as most cities have a bad side of town that's best avoided, the Internet does too. But if it's complete and total anonymity you want, better start looking for that cave. The Art of War Sun-Tzu Wu is the reputed author of the Chinese classic Ping-fa (The Art of War), written approximately 475-221 B. C. Penned at a time when China was divided into six or seven states that often resorted to war with each other in their struggles for supremacy, it is a systematic guide to strategy and tactics for rulers and commanders. In doing business on the Internet during this time of rampant computer viruses and hacker attacks it may be wise for us to follow some of his tactical principles in order to insure the safety of ourselves and our future clients. Know your enemy and know yourself; in a hundred battles, you will never be defeated. When you are ignorant of the enemy but know yourself, your chances of winning or losing are equal. If ignorant both of your enemy and of yourself, you are sure to be defeated in every battle. In a chilling article entitled Big Brother is Watching Bob Sullivan of MSNBC recounts a tale during a recent visit to London: Only moments after stepping into the Webshack Internet cafe in London†s Soho neighborhood, â€Å"Mark† asked me what I thought of George W. Bush and Al Gore. â€Å"I wouldn†t want Bush running things,† he said. â€Å"Because he can†t run his Web site.† Then he showed me a variety of ways to hack Bush†s Web sites. That was just the beginning of a far-reaching chat during which the group nearly convinced me Big Brother is in fact here in London. â€Å"I don†t know if he can run the free world,† Mark said. â€Å"He can†t keep the Texas banking system computers secure. So-called â€Å"2600† clubs are a kind of hacker â€Å"boy scout† organization – there are local 2600 chapters all around the globe. It is in this environment, and this mindset, that London†s hackers do their work. They do not analyze computer systems and learn how to break them out of spite, or some childish need to destroy: Mark and friends see themselves as merely accumulating knowledge that could be used in self-defense if necessary. They are the citizen†s militia, the Freedom Fighters of the Information Age, trying to stay one step ahead of technology that could one day be turned against them. Jon-K Adams in his treatise entitled Hacker Ideology (aka Hacking Freedom) states that hackers have been called both techno-revolutionaries and heroes of the computer revolution. Hacking â€Å"has become a cultural icon about decentralized power.† But for all that, hackers are reluctant rebels. They prefer to fight with code than with words. And they would rather appear on the net than at a news conference. Status in the hacker world cannot be granted by the general public: it takes a hacker to know and appreciate a hacker. That's part of the hacker's revolutionary reluctance; the other part is the news media's slant toward sensationalism, such as, â€Å"A cyberspace dragnet snared fugitive hacker.† The public tends to think of hacking as synonymous with computer crime, with breaking into computers and stealing and destroying valuable data. As a result of this tabloid mentality, the hacker attempts to fade into the digital world, where he-and it is almost always he-has a place if not a! In his self-conception, the hacker is not a criminal, but rather a â€Å"person who enjoys exploring the details of programmable systems and how to stretch their capabilities.† Which means that he is not necessarily a computer geek. The hacker defines himself in terms that extend beyond the computer, as an â€Å"expert or enthusiast of any kind. One might be an astronomy hacker† (Jargon File). So in the broadest sense of his self-conception, the hacker hacks knowledge; he wants to know how things work, and the computer-the prototypical programmable system-simply offers more complexity and possibility, and thus more fascination, than most other things. >From this perspective, hacking appears to be a harmless if nerdish enthusiasm. But at the same time, this seemingly innocent enthusiasm is animated by an ideology that leads to a conflict with civil authority. The hacker is motivated by the belief that the search for knowledge is an end in itself and should be unrestricted. But invariably, when a hacker explores programmable systems, he encounters barriers that bureaucracies impose in the name of security. For the hacker, these security measures become arbitrary limits placed on his exploration, or in cases that often lead to confrontation, they become the focus of further explorations: for the hacker, security measures simply represent a more challenging programmable system. As a result, when a hacker explores such systems, he hacks knowledge, but ideologically he hacks the freedom to access knowledge. Political hackers are another group considering themselves modern freedom fighters. â€Å"Hacktivists† have officially moved from nerdish extremists to become the political protest visionaries of the digital age, a meeting at the Institute of Contemporary Arts in London was told on Thursday. Paul Mobbs, an experienced Internet activist and anti-capitalist protestor, will tell attendees that the techniques used by politically minded computer hackers — from jamming corporate networks and sending email viruses to defacing Web sites — has moved into the realm of political campaigning. Mobbs says that the term â€Å"Hacktivism† has been adopted by so many different groups, from peaceful Net campaigners to Internet hate groups, that it is essentially meaningless, but claims that Internet protest is here to stay. â€Å"It has a place, whether people like it or not,† says Mobbs. Steve Mizrach in his 1997 dissertation entitled Is there a Hacker Ethic for 90s Hackers? delves into this subject in great detail. He describes the divergent groups of hackers and explains their modus operandi: I define the computer underground as members of the following six groups. Sometimes I refer to the CU as â€Å"90s hackers† or â€Å"new hackers,† as opposed to old hackers, who are hackers (old sense of the term) from the 60s who subscribed to the original Hacker Ethic.  § Hackers (Crackers, system intruders) – These are people who attempt to penetrate security systems on remote computers. This is the new sense of the term, whereas the old sense of the term simply referred to a person who was capable of creating hacks, or elegant, unusual, and unexpected uses of technology. Typical magazines (both print and online) read by hackers include 2600 and Iron Feather Journal.  § Phreaks (Phone Phreakers, Blue Boxers) – These are people who attempt to use technology to explore and/or control the telephone system. Originally, this involved the use of â€Å"blue boxes† or tone generators, but as the phone company began using digital instead of electro-mechanical switches, the phreaks became more like hackers. Typical magazines read by Phreaks include Phrack, Line Noize, and New Fone Express.  § Virus writers (also, creators of Trojans, worms, logic bombs) – These are people who write code which attempts to a) reproduce itself on other systems without authorization and b) often has a side effect, whether that be to display a message, play a prank, or trash a hard drive. Agents and spiders are essentially ‘benevolent' virii, raising the question of how underground this activity really is. Typical magazines read by Virus writers include 40HEX.  § Pirates – Piracy is sort of a non-technical matter. Originally, it involved breaking copy protection on software, and this activity was called â€Å"cracking.† Nowadays, few software vendors use copy protection, but there are still various minor measures used to prevent the unauthorized duplication of software. Pirates devote themselves to thwarting these things and sharing commercial software freely with their friends. They usually read Pirate Newsletter and Pirate magazine.  § Cypherpunks (cryptoanarchists) – Cypherpunks freely distribute the tools and methods for making use of strong encryption, which is basically unbreakable except by massive supercomputers. Because the NSA and FBI cannot break strong encryption (which is the basis of the PGP or Pretty Good Privacy), programs that employ it are classified as munitions, and distribution of algorithms that make use of it is a felony. Some cryptoanarchists advocate strong encryption as a tool to completely evade the State, by preventing any access whatsoever to financial or personal information. They typically read the Cypherpunks mailing list.  § Anarchists – are committed to distributing illegal (or at least morally suspect) information, including but not limited to data on bombmaking, lockpicking, pornography, drug manufacturing, pirate radio, and cable and satellite TV piracy. In this parlance of the computer underground, anarchists are less likely to advocate the overthrow of government than the simple refusal to obey restrictions on distributing information. They tend to read Cult of the Dead Cow (CDC) and Activist Times Incorporated (ATI).  § Cyberpunk – usually some combination of the above, plus interest in technological self-modification, science fiction of the Neuromancer genre, and interest in hardware hacking and â€Å"street tech.† A youth subculture in its own right, with some overlaps with the â€Å"modern primitive† and â€Å"raver† subcultures. So should we fear these geeky little mischief-makers? The New York Post revealed recently that a busboy allegedly managed to steal millions of dollars from the world†s richest people by stealing their identities and tricking credit agencies and brokerage firms. In his article describing this event Bob Sullivan says, â€Å"Abraham Abdallah, I think, did us all a favor, for he has exposed as a sham the security at the world†s most important financial institutions.† The same two free e-mail addresses were used to request financial transfers for six different wealthy Merrill Lynch clients, according to the Post story. Merrill Lynch didn†t notice? Why would Merrill accept any transfer requests, indeed take any financial communication seriously at all, from a free, obviously unverified anonymous e-mail account? I†m alarmed by the checks and balances that must be in place at big New York brokerage firms. Rather than being a story about a genius who almost got away, this is simply one more story of easy identity theft amid a tidal wave of similar crimes. The Federal Trade Commission has received 40,000 complaints of identity theft since it started keeping track two years ago, but the agency is certain that represents only a fraction of real victims. This is a serious problem, long ignored by the industry. If fact, just last year the credit industry beat back a congressional bill known as The Identity Theft Protection Act, claiming it would be too expensive for them. â€Å"Clearly there has to be more leveling of the playing field. We have to hold banks and credit unions accountable.† Last month the U.S. Federal Bureau of Investigation (FBI) was again warning electronic-commerce Web sites to patch their Windows-based systems to protect their data against hackers. The FBI's National Infrastructure Protection Center (NIPC) has coordinated investigations over the past several months into organized hacker activities targeting e-commerce sites. More than 40 victims in 20 states have been identified in the ongoing investigations, which have included law enforcement agencies outside the United States and private sector officials. The investigations have uncovered several organized hacker groups from Russia, the Ukraine, and elsewhere in Eastern Europe that have penetrated U.S. e-commerce and online banking computer systems by exploiting vulnerabilities in the Windows NT operating system, the statement said. Microsoft has released patches for these vulnerabilities, which can be downloaded from Microsoft's Web site for free. Once the hackers gain access, they download proprietary information, customer databases, and credit card information, according to the FBI. The hackers subsequently contact the company and attempt to extort money by offering to patch the system and by offering to protect the company's systems from exploitation by other hackers. The hackers tell the victim that without their services they cannot guarantee that other hackers will not access their networks and post stolen credit card information and details about the site's security vulnerability on the Internet. If the company does not pay or hire the group for its security services, the threats escalate, the FBI said. Investigators also believe that in some instances the credit card information is being sold to organized crime groups. Defend yourself when you cannot defeat the enemy, and attack the enemy when you can. Scott Culp in a detailed list of security precautions on Microsoft†s Web page suggests that there are ten immutable laws of security. Law #1: If a bad guy can persuade you to run his program on your computer, it's not your computer anymore. It's an unfortunate fact of computer science: when a computer program runs, it will do what it's programmed to do, even if it's programmed to be harmful. When you choose to run a program, you are making a decision to turn over control of your computer to it. That's why it's important to never run, or even download, a program from an untrusted source – and by â€Å"source†, I mean the person who wrote it, not the person who gave it to you. Law #2: If a bad guy can alter the operating system on your computer, it's not your computer anymore. In the end, an operating system is just a series of ones and zeroes that, when interpreted by the processor, cause the machine to do certain things. Change the ones and zeroes, and it will do something different. To understand why, consider that operating system files are among the most trusted ones on the computer, and they generally run with system-level privileges. That is, they can do absolutely anything. Among other things, they're trusted to manage user accounts, handle password changes, and enforce the rules governing who can do what on the computer. If a bad guy can change them, the now-untrustworthy files will do his bidding, and there's no limit to what he can do. He can steal passwords, make himself an administrator on the machine, or add entirely new functions to the operating system. To prevent this type of attack, make sure that the system files (and the registry! , for that matter) are well protected. Law #3: If a bad guy has unrestricted physical access to your computer, it's not your computer anymore. He could mount the ultimate low-tech denial of service attack, and smash your computer with a sledgehammer.  § He could unplug the computer, haul it out of your building, and hold it for ransom.  § He could boot the computer from a floppy disk, and reformat your hard drive. But wait, you say, I've configured the BIOS on my computer to prompt for a password when I turn the power on. No problem – if he can open the case and get his hands on the system hardware, he could just replace the BIOS chips. (Actually, there are even easier ways).  § He could remove the hard drive from your computer, install it into his computer, and read it.  § He could make a duplicate of your hard drive and take it back his lair. Once there, he'd have all the time in the world to conduct brute-force attacks, such as trying every possible logon password. Programs are available to automate this and, given enough time, it's almost certain that he would succeed. Once that happens, Laws #1 and #2 above apply  § He could replace your keyboard with one that contains a radio transmitter. He could then monitor everything you type, including your password. Always make sure that a computer is physically protected in a way that's consistent with its value – and remember that the value of a machine includes not only the value of the hardware itself, but the value of the data on it, and the value of the access to your network that a bad guy could gain. At a minimum, business-critical machines like domain controllers, database servers, and print/file servers should always be in a locked room that only people charged with administration and maintenance can access. But you may want to consider protecting other machines as well, and potentially using additional protective measures. If you travel with a laptop, it's absolutely critical that you protect it. The same features that make laptops great to travel with – small size, light weight, and so forth – also make them easy to steal. There are a variety of locks and alarms available for laptops, and some models let you remove the hard drive and carry it with you. You also can use features like the Encrypting File System in Windows 2000 to mitigate the damage if someone succeeded in stealing the computer. But the only way you can know with 100% certainty that your data is safe and the hardware hasn't been tampered with is to keep the laptop on your person at all times while traveling. Law #4: If you allow a bad guy to upload programs to your web site, it's not your web site any more. This is basically Law #1 in reverse. In that scenario, the bad guy tricks his victim into downloading a harmful program onto his machine and running it. In this one, the bad guy uploads a harmful program to a machine and runs it himself. Although this scenario is a danger anytime you allow strangers to connect to your machine, web sites are involved in the overwhelming majority of these cases. Many people who operate web sites are too hospitable for their own good, and allow visitors to upload programs to the site and run them. As we've seen above, unpleasant things can happen if a bad guy's program can run on your machine. If you run a web site, you need to limit what visitors can do. You should only allow a program on your site if you wrote it yourself, or if you trust the developer who wrote it. But that may not be enough. If your web site is one of several hosted on a shared server, you need to be extra careful. If a bad guy can compromise one of the other sites on the server, it's possible he could extend his control to the server itself, in which case he could control all of the sites on it – including yours. If you're on a shared server, it's important to find out what the server administrator's policies are. Law #5: Weak passwords trump strong security. The purpose of having a logon process is to establish who you are. Once the operating system knows who you are, it can grant or deny requests for system resources appropriately. If a bad guy learns your password, he can log on as you. In fact, as far as the operating system is concerned, he is you. Whatever you can do on the system, he can do as well, because he's you. Maybe he wants to read sensitive information you've stored on your computer, like your email. Maybe you have more privileges on the network than he does, and being you will let him do things he normally couldn't. Or maybe he just wants to do something malicious and blame it on you. In any case, it's worth protecting your credentials. Always use a password – it's amazing how many accounts have blank passwords. And choose a complex one. Don't use your dog's name, your anniversary date, or the name of the local football team. And don't use the word â€Å"password†! Pick a password that has a mix of upper- and lower-case letters, number, punctuation marks, and so forth. Make it as long as possible. And change it often. Once you've picked a strong password, handle it appropriately. Don't write it down. If you absolutely must write it down, at the very least keep it in a safe or a locked drawer – the first thing a bad guy who's hunting for passwords will do is check for a yellow sticky note on the side of your screen, or in the top desk drawer. Don't tell anyone what your password is. Remember what Ben Franklin said: two people can keep a secret, but only if one of them is dead. Finally, consider using something stronger than passwords to identify yourself to the system. Windows 2000, for instance, supports the use of smart cards, which significantly strengthens the identity checking the system can perform. You may also want to consider biometric products like fingerprint and retina scanners. Law #6: A machine is only as secure as the administrator is trustworthy. Every computer must have an administrator: someone who can install software, configure the operating system, add and manage user accounts, establish security policies, and handle all the other management tasks associated with keeping a computer up and running. By definition, these tasks require that he have control over the machine. This puts the administrator in a position of unequalled power. An untrustworthy administrator can negate every other security measure you've taken. He can change the permissions on the machine, modify the system security policies, install malicious software, add bogus users, or do any of a million other things. He can subvert virtually any protective measure in the operating system, because he controls it. Worst of all, he can cover his tracks. If you have an untrustworthy administrator, you have absolutely no security. When hiring a system administrator, recognize the position of trust that administrators occupy, and only hire people who warrant that trust. Call his references, and ask them about his previous work record, especially with regard to any security incidents at previous employers. If appropriate for your organization, you may also consider taking a step that banks and other security-conscious companies do, and require that your administrators pass a complete background check at hiring time, and at periodic intervals afterward. Whatever criteria you select, apply them across the board. Don't give anyone administrative privileges on your network unless they've been vetted – and this includes temporary employees and contractors, too. Next, take steps to help keep honest people honest. Use sign-in/sign-out sheets to track who's been in the server room. (You do have a server room with a locked door, right? If not, re-read Law #3). Implement a â€Å"two person† rule when installing or upgrading software. Diversify management tasks as much as possible, as a way of minimizing how much power any one administrator has. Also, don't use the Administrator account – instead, give each administrator a separate account with administrative privileges, so you can tell who's doing what. Finally, consider taking steps to make it more difficult for a rogue administrator to cover his tracks. For instance, store audit data on write-only media, or house System A's audit data on System B, and make sure that the two systems have different administrators. The more accountable your administrators are, the less likely you are to have problems. Law #7: Encrypted data is only as secure as the decryption key. Suppose you installed the biggest, strongest, most secure lock in the world on your front door, but you put the key under the front door mat. It wouldn't really matter how strong the lock is, would it? The critical factor would be the poor way the key was protected, because if a burglar could find it, he'd have everything he needed to open the lock. Encrypted data works the same way – no matter how strong the cryptoalgorithm is, the data is only as safe as the key that can decrypt it. Many operating systems and cryptographic software products give you an option to store cryptographic keys on the computer. The advantage is convenience – you don't have to handle the key – but it comes at the cost of security. The keys are usually obfuscated (that is, hidden), and some of the obfuscation methods are quite good. But in the end, no matter how well-hidden the key is, if it's on the machine it can be found. It has to be – after all, the software can find it, so a sufficiently-motivated bad guy could find it, too. Whenever possible, use offline storage for keys. If the key is a word or phrase, memorize it. If not, export it to a floppy disk, make a backup copy, and store the copies in separate, secure locations. Law #8: An out of date virus scanner is only marginally better than no virus scanner at all. Virus scanners work by comparing the data on your computer against a collection of virus â€Å"signatures†. Each signature is characteristic of a particular virus, and when the scanner finds data in a file, email, or elsewhere that matches the signature, it concludes that it's found a virus. However, a virus scanner can only scan for the viruses it knows about. It's vital that you keep your virus scanner's signature file up to date, as new viruses are created every day. The problem actually goes a bit deeper than this, though. Typically, a new virus will do the greatest amount of damage during the early stages of its life, precisely because few people will be able to detect it. Once word gets around that a new virus is on the loose and people update their virus signatures, the spread of the virus falls off drastically. The key is to get ahead of the curve, and have updated signature files on your machine before the virus hits. Virtually every maker of anti-virus software provides a way to get free updated signature files from their web site. In fact, many have â€Å"push† services, in which they'll send notification every time a new signature file is released. Use these services. Also, keep the virus scanner itself – that is, the scanning software – updated as well. Virus writers periodically develop new techniques that require that the scanners change how they do their work. Law #9: Absolute anonymity isn't practical, in real life or on the web. All human interaction involves exchanging data of some kind. If someone weaves enough of that data together, they can identify you. Think about all the information that a person can glean in just a short conversation with you. In one glance, they can gauge your height, weight, and approximate age. Your accent will probably tell them what country you're from, and may even tell them what region of the country. If you talk about anything other than the weather, you'll probably tell them something about your family, your interests, where you live, and what you do for a living. It doesn't take long for someone to collect enough information to figure out who you are. If you crave absolute anonymity, your best bet is to live in a cave and shun all human contact. The same thing is true of the Internet. If you visit a web site, the owner can, if he's sufficiently motivated, find out who you are. After all, the ones and zeroes that make up the web session have be able to find their way to the right place, and that place is your computer. There are a lot of measures you can take to disguise the bits, and the more of them you use, the more thoroughly the bits will be disguised. For instance, you could use network address translation to mask your actual IP address, subscribe to an anonymizing service that launders the bits by relaying them from one end of the ether to the other, use a different ISP account for different purposes, surf certain sites only from public kiosks, and so on. All of these make it more difficult to determine who you are, but none of them make it impossible. Do you know for certain who operates the anonymizing service? Maybe it's the same person who owns the web site you just visited! Or what about that innocuous web ! site you visited yesterday, that offered to mail you a free $10 off coupon? Maybe the owner is willing to share information with other web site owners. If so, the second web site owner may be able to correlate the information from the two sites and determine who you are. Does this mean that privacy on the web is a lost cause? Not at all. What it means is that the best way to protect your privacy on the Internet is the same as the way you protect your privacy in normal life – through your behavior. Read the privacy statements on the web sites you visit, and only do business with ones whose practices you agree with. If you're worried about cookies, disable them. Most importantly, avoid indiscriminate web surfing – recognize that just as most cities have a bad side of town that's best avoided, the Internet does too. But if it's complete and total anonymity you want, better start looking for that cave.

Packaging on Consumer Buying Behavior

Consumer Attitude Toward Mobile Marketing INTRODUCTION Starting from background of the research area and why this study is important, this section of the study will continue with necessary definitions of the terms which will be used in this research. Additionally, this section will present problem discussion to enlighten the reader about current situation of the study area. Finally outline of the thesis will be shown to inform the reader about what will be encountered in the upcoming chapters of this study.BACKGROUND After high penetration of the internet, mobile broadband subscription rate also increased dramatically. Subscriptions of mobile broadband outnumbered the subscriptions of broadband by 2008, which is indicating tremendous potential for mobile internet (International Telecommunication Union, 2009). Another research conducted by ITU (International Telecommunication Union, 2010) shows that 90% of the world population has internet access, and 80% of people who is living in ru ral areas also have internet access.Different reasons are playing a role in rise of mobile devices usage, according to Grant et al. , (2007) Improvements in mobile technology, and integration of data, video and audio context in one mobile device absolutely increased the usage of mobile devices. Flexibility in communication and information sharing became possible with improvements in mobile technology and integration of internet and computing in to mobile medium (Siau et al. , 2005). The possibility of reaching the information anytime and anywhere triggered the improvements of mobile devices lately (Deans, 2005).Grant also states that potential of interaction with consumer, target marketing and managing consumer relationship made mobile devices especially important channel for marketers (Grant et al. , 2007). Mobile services and marketing has become powerful source for marketing communication and distribution (Nysveen et al. , 2005). Backed up marketing activities with mobile devices provide companies an opportunity to directly communicate with consumers anytime, anywhere (Haghirian et al. , 2005).Internet has been used as an effective channel by companies for building and managing consumer relationship (Deans, 2005). With the mobile internet, marketing opportunities are defined by different authors like Ahonen, (2002) that when mobile internet subscriptions outnumber the broadband subscriptions mobile internet will have the larger potential audience. Marketing potential of the mobile devices also found by Friedrich et al. , (2009) as, probably mobile medium have more potential * Mobile TechnologyCertainly mobile technologies have a very crucial and important impact on today’s businesses (Haghirian et al. , 2005). As a result mobile technologies are providing many opportunities for marketing activities, especially direct communication opportunity with consumers anytime, anywhere (Haghirian et. al. , 2008). Latest improvements in an area of internet and w ireless technology during the late 1990s paved the way for unique telecommunication service mobile internet (Okazaki, 2005). According to Siau et al. (2005) Mobile technology holds great strategic importance, and it is integrating internet and computing into wireless environment, and improving the communication, information sharing and interworking. Even mobile phones and assistive networks seem to be dominant mobile commerce providers, other technologies and devices will probably have important role in mobile commerce soon (Balasubramanian et al. , 2002). For instance, there are new devices that combine mobile phones and personal digital assistants’ (PDA) features in one device (ibid). Guo et al. , 2010: â€Å"Mobile communication devices, such as cell phones, laptops, PDAs, etc. have provided people with new approaches to accessing web contents, emails, instant messaging, and commerce services in a convenient and flexible fashion which fully takes the advantages of mobilit y and timeliness of mobile communication technologies. † More information about mobile technology will be provided in chapter 2 (3G, Wi-Fi, Bluetooth, Software and Technology, SMS & MMS) * Electronic Commerce and Electronic Marketing Definitions of electronic business, electronic commerce, and internet commerce are gathered together under the same roof, and threated as the same term as electronic commerce (Elliot, 2002).Electronic commerce defined by Turban et al. , (2006): â€Å"The process of buying, selling, transferring, or exchanging products, services and/or information via computer networks, including the internet. † (p. 4). Providing interactive environment and personalizing the content of message enabling powerful digital marketing channel (mobile devices and internet) to interact with consumers (Strandvik et al. , 2006). There are four categories of electronic commerce identified, which are business-to-business (B2B), business-toconsumer( B2C), peer-to-peer (P 2P) and consumer-to-business (C2B) as it shown in figure 11 (rayport et al. 2004) in next page. And B2C defined by Rayport as electronic commerce refers to exchanges between businesses and consumer. Business originating from†¦ Business Consumers B2B| C2B| B2C| P2P| And selling to†¦Business Consumer FIGURE 1: Four categories of electronic commerce. According to Strauss et al. , (2006): â€Å"Electronic marketing, is the use of information technology in the process of creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders†.Chaffey et al. , (2009), also adds that electronic marketing is part of the digital marketing and have more aspects than internet marketing (wireless media, email) such as electronic CRM (Customer relationship management) and digital customer data management. * Mobile Commerce and Mobile Marketing Business experts are estimating potential of mobil e world without time and place boundaries (Balasubramanian et al. , 2002). Widespread usage of mobile phones accelerated the growth of usage of mobile devices to conduct mobile commerce (Xu, 2007).Haghirian et al. , (2005), (p. 32c): â€Å"In a mobile world, these activities (process of planning and executing the conception, pricing, promotion, and distribution of goods, services, and ideas to create exchanges that satisfy individual and organizational goals) are performed via mobile devices, such as cellular phones and pagers, cordless telephones, personal digital assistants, two-way radios, baby crib monitors, wireless networking systems, global positioning systems (GPS) based locators and maps†.Commonly mobile commerce is considered as part of the electronic commerce (Lian et al. , 2010). Currently there is no formal agreement of definition of mobile commerce, but widespread acceptance of mobile commerce is the use of mobile devices to interact with consumers and transacti ons that takes place on private or public networks (Balasubramanian et al. , 2002). By taking advantage of technology and applications, mobile internet become advantageous subsidiary channel for traditional electronic commerce, which is indicating big potential (Wang et al. 2010) Current improvements in mobile technology resulted in widespread usage and different functions of mobile devices, the mobile medium has turned into a powerful marketing channel, which allowed businesses to set up electronic presence alongside with their consumers without time and place boundaries (Toker et al. , 2010). The Mobile Marketing Association, (2008) defines mobile marketing as â€Å"The use of wireless media as an integrated content delivery and direct response vehicle within a cross-media marketing communications program. † Anyway, it is important to clarify mobile marketing and mobile advertising (Leppaniemi et al. 2004). Hence Leppaniemi et al. , (2004) defines mobile advertising as â₠¬Å"Any paid message communicated by mobile media with the intent to influence the attitudes, intentions and behavior of those addressed by the commercial messages. †(p. 93-97) which can be also inferred from definitions mobile advertising is part of mobile marketing. After stating two types of mobile advertising which are push and pull advertising, Leppaniemi et al. , (2004) explains it as following: Leppaniemi et al. , (2004): â€Å"Advertising that is â€Å"pushed† to the users’ devices is generally used in conjunction with mobile advertising.Push advertising may be unsolicited such as special promotions delivered by SMS to users within the context of an existing customer relationship, or it may be solicited where users agree to have certain services or promotions pushed to them at certain times (sponsored sports score alerts, for example). Pull advertising, on the other hand, is defined as an advertising that is attached to content or services that users requ est or â€Å"pull† to themselves. For instance, when a customer requests the local weather from mobile service provider, the content of the response, including any related advertising, is pull advertising. (p. 93-97) The increasing growth in the area of mobile commerce gives new dimensions to interactive marketing (Okazaki, 2009). Direct interaction with consumers is possible via mobile marketing without time and place boundaries (Dickinger et al. , 2005). Personal nature of the mobile phones provide an opportunity to understand buying habits and trends of individual consumers which is impossible in PC environment, that’s why marketers should see mobile internet as a powerful medium (Keefe, 2008). * Attitude According to Antonides et al. (1998), â€Å"Attitude is the individual predisposition to evaluate an object or an aspect of the world in a favorable or unfavorable manner. † (p. 197) More information about consumer attitude will be provided in chapter 2, wit h focus on marketing activities. PROBLEM DISCUSSION Lehmann et al. , (1998): â€Å"The most important phase of any research is the definition of the problem to be addressed. † Large variety of media channels increased the competition for drawing the attention of the consumer (Strandvik et al. , 2006). Mobile medium especially changing the marketing dynamics and pointing consumer needs and interests (Friedrich et al. 2009). In order to take advantage of mobile devices to establish marketing efficiency, it is important to understand how consumers perceive mobile advertising (Haghirian et al. , 2005). Mobile marketing allows marketers to immediately track success of their campaign and provide an opportunity to be more precise about place and how advertisements are conveyed to the consumers (Keefe, 2008). Mobile marketing is the only individual medium that enables interactive, direct interaction without time and place boundaries (Leppaniemi et al. 2004).According to Haig, (2002) The fact is that mobile phones are the most individual device we own and it is possible to interact and target individually (ibid. ). High potential of innovative and creative mobile marketing indicates that it is extremely important to understand and gain deeper knowledge in consumer behavior in mobile commerce medium (Haghirian et al. , 2008). Because of the innovativeness, consumer’s reactions toward mobile marketing become critical for the success of mobile commerce (ibid). To improve the personalization of the advertising, behavioral advertisers are profiling the mobile consumers and tracking them (King et al. 2010). Personalized advertising is adding more value and improving experience for consumers (Dickinger et al. , 2004). Mobile phones have started to commercialize (Wei et al. , 2010). Latest improvements in communication technology opened the way for mobile advertising to be crucial component of marketing mix (Leppaniemi et al. 2004). Mobile marketing is gaining po pularity with improvements in wireless technology and widespread usage of smart phones (Sun et al. , 2010). Despite the fact that mobile marketing increases quickly Haghirian et al. (2005) stated that Potential consumers didn’t have opportunity to express their feeling toward mobile marketing. According to Leppaniemi et al. 2004, even though a lot of research conducted in the area of mobile advertising, only few of these researches delivered useful knowledge to this area. Roach, (2009), (p. 124-138): â€Å"The fast pace of development within the mobile commerce industry has brought about a new field of academic research, in which studies have examined the variety of factors influencing the acceptance of mobile phone marketing from both consumer and organization perspectives.The current literature remains largely inconsistent and fragmented. † There is an accelerating growth of the articles in an area of mobile marketing since 2005, after some time it is stabilized arou nd 42% per year (Toker et al. , 2010). The distribution of articles by year is shown in Figure22. FIGURE 2: Distributions of articles by year. Even though correlation between attitude towards mobile advertising and mobile marketing adoption is indicated, there are several different research investigating the attitude and outcome of it (Toker et al. , 2010). According to Soroa-Koury et. al. (2010) there is probably a positive correlation between positive attitude towards mobile advertising and eagerness to accept mobile advertising. Consumers’ mobile marketing experience and usage frequency of mobile marketing is also another important issue. Some mobile device users may have experienced the mobile marketing, some may have not. One type of usage segmentation is ? Volume Segmentation? and it is explained by Goldsmith et al. , (1999) as; Volume segmentation combines two different factor (frequency of use and usage rate) to divide market into three different categories which are: heavy users, light users and nonusers.In order to understand the relation between frequency of usage and attitude Solomon, (2007) uses the ABC model of attitudes in order to draw attention to relation between components of ABC model of attitudes and usage segments: Solomon, (2007): â€Å"Most researchers agree that an attitude has three components: affect, behavior, and cognition. Affect refers to the way a consumer feels about an attitude object. Behavior involves the person’s intentions to do something with regard to an attitude object. Cognition refers to the beliefs a consumer has about an attitude object.We can remember these three components of an attitude as the ABC model of attitudes. All three components of an attitude is important, but their relative importance will vary depending on a consumer’s level of motivation with regard to the attitude object, whether they are light or heavy users, and so on. † (p. 237) General idea about internet advertising is rather entertaining or informative (Tsang et al. , 2004). Although the difference between internet advertising and general advertising is known, it is unclear how consumers feel about mobile advertising and the relation between attitude and behavior (ibid).There is a big potential for marketers, but there is still lot to learn about mobile marketing by investigating it further (Haghirian et al. , 2005). It is found that younger people are faster than older people about adoption of new technology (Leek et al. , 2009). Consequently highest usage of mobile phone is the 18- 29 years old age group (ibid). Researches indicate that mobile phone is the most common way of communication among young people who uses email more than traditional voice calls (Okazaki, 2009).As technology behind mobile phones improves more and increase their capacity to download and store video and music content, they are going to become more popular for young people (Grant et al. , 2007). As a result the reason why young people use mobile phones and how they use is topic worthy for researchers (ibid). The purpose of the research is to bring light and create understanding of consumers’ attitude formation toward mobile marketing, that’s why the following research problem is formulated: How is the young consumers’ attitude toward mobile marketing? RESEARCH PURPOSE AND RESEARCH QUESTIONSBased on the problem discussion above to accomplish purpose the research is focusing on different factors that affecting consumer attitude toward mobile marketing. Basic aim of the research questions is to understand the effect of each factor on consumer attitude toward mobile marketing, whether positive or negative. Therefore; to increase awareness about the factors that influencing consumer’s attitude toward mobile marketing among young consumer;. Starting from available theories and models, the study will try to find important variables that affect consumer attitude toward mobile marketing.In order to understand the effect of content on attitude toward mobile marketing with the focus on youth generation, first question is formulated to analyze further if consumer form a positive or negative attitude when content is considered. R. Q. 1: How content of mobile marketing play a role in formation of attitude toward mobile marketing? The main aim of the second question is to investigate further of the effect of personalization of mobile marketing on consumer attitude towards mobile marketing. In order to understand the effect of this variable on consumer attitude, second question is formulated as following: R. Q. : How personalization of mobile marketing play a role in formation of attitude toward mobile marketing? The study conducted by Soroa-Koury et al. , 2010 found that perceived usefulness of mobile marketing predicted attitude towards mobile marketing, whereas perceived ease-of-use of mobile marketing did not predict attitude towards mobile marketing. Howev er situation may differ in mobile marketing context, hence the following hypotheses are developed: H. 1: Perceived usefulness has a positive effect on consumer attitude towards mobile marketing. H. 2: Perceived ease-of-use has a positive effect on consumer attitude towards mobile marketing.RESEARCH HYPOTHESIS Hypothesis 1: Perceived Usefulness Analysis of hypothesis 1 â€Å"Perceived usefulness has a positive effect on consumer attitude towards mobile marketing. † is presented for each case separately. Male All five of the male respondents agreed on that usefulness of mobile marketing has an positive impact on their attitude toward it, and they are more open to useful mobile marketing activities. According to Soroa- Koury et al. , (2010) perceived usefulness of mobile advertising predicts attitude toward it and positively influences consumer attitude towards mobile advertising.During the interviews all of the respondents found different reasons to feel that mobile marketing i s useful, their reaction towards useful mobile marketing was having positive feelings toward it. Female All five of the female respondents also stated different motivations to find mobile marketing useful. Usefulness of mobile marketing is directly correlated to reaction toward it, and all of the respondents underlined that usefulness of mobile marketing generates positive feelings towards provider and mobile marketing activity.At this point findings of Soroa-Kory et al. , (2010) with responds of interviewees are matching. * Hypothesis 2: Perceived Ease-of-Use Analysis of hypothesis 2 ? Perceived ease-of-use has a positive effect on consumer attitude towards mobile marketing is presented for each cases separately. Male During the interviews perceived ease of use not found to be as important as usefulness of mobile marketing. All of the respondents agreed on that easiness of mobile marketing doesn’t necessarily creates positive attitude towards it. In accordance with Soroa-Kor y et al. (2010) findings which is implying that perceived ease-of-use is not predicting consumer attitude toward mobile advertising, respondents also agreed that perceived ease-of-use is not effecting consumer attitude in a positive way and not a merit to measure consumer attitude toward mobile marketing. Apart from that one of the respondent doesn’t find mobile marketing easy to use while four of the respondent found mobile marketing easy to use and interact with. Female Three out of five respondents highlighted that mobile marketing is not easy to use and interact with.All of the respondents underlined the fact that easiness of mobile marketing is essential and not an extra, consequently outcome of easiness doesn’t found to be positive by respondents. Findings of Soroa-Kory et al. , (2010) also approves that easiness of mobile marketing is not necessarily predicts the consumer attitude. During the interview one of the respondent highlighted that easiness is not carry ing as LITERATURE REVIEW The previous chapter provided background and problem discussion to the study area of this thesis. This chapter will present the review of earlier studies and literature related to this research purpose.Aim of this chapter is to deliver relevant literature about mobile marketing and attitude towards it. Firstly attitude patterns of the consumers towards mobile marketing will be presented, and secondly mobile marketing enabling technologies will be described. Finally review of the theories concerning the factors that affecting mobile marketing will take place. * Enabling Technologies & Types of Mobile Marketing Improved technology in mobile devices allowed us to surf the internet, find the location with GPS (Global Positioning System), tweet with friends or chat with them, watch movies and play games and so on (Liu et al. 2010) This part of the study will deliver information about technology that making mobile marketing possible and present types of current mo bile marketing applications. * 3G and Wi-Fi The term 3G is one of the latest broadband mobile communication system that uses internet and variety of multimedia communications (Bao, 2010). Zeng et al. , (2009) explains the benefits of 3G by stating that; 3G enabled better data and voice transfer rate, and it is providing various different services like web browsing, video conferencing, e-commerce applications (Video, voice communication, online media, Mobile TV and etc. and personalized information services. Large variety of 3G mobile services transformed mobile devices from traditional voice phones to entertaining, life and business media (Yang, 2010). When we compare surfing on the internet via computer with via 3G there is some advantages of 3G can be seen like without time and place limitations, which are becoming an opportunity for mobile commerce to go further (Zeng et al. , 2009). And if special services can be introduced to people, it can accelerate the improvement of mobile commerce (ibid. ).These days Wi-Fi is becoming more and more popular way to connect to the internet, people are taking advantage of connecting to internet without wires in hotels, at the university campus, in the office, and Wi-Fi is becoming synonymous with WLANs (wireless local area networks) allowing access to the internet (Hayes et al. , 2009). Currently Wi-Fi is available through wide range of mobile devices as a default function (Henry et al. , 2002). Wi-Fi hotspots are providing free internet access to everyone who is carrying a device with Wi-Fi function (ibid). * Mobile banner advertisingDevelopments in mobile screen technology increased the resolution and provided an opportunity for advertisers to implement higher quality images and banners on mobile devices (Mobile Marketing Association, 2007). Consequently advertisers can produce more efficient advertisements with higher quality, richer and bigger (ibid). Example of mobile banner advertising is shown in Figure 43 in next page. FIGURE 4: Example of Mobile Banner Advertising. * Location based marketing Location based services are tried to be produced by many marketers; the main value proposition is the location (Becker et al. 2010). However, location is not the main goal it is an instrument that empowering the services like mapping, advertising and search to be more valuable (ibid). Location-based services are very beneficial for local advertising campaigns: for example consumer may receive short message about the nearest restaurant or bus station with directions (Dickinger et al. , 2004). Location-based advertising utilizes the location by using individual consumers to target consumer in particular location (Tsang et al. 2004). Location based advertising is time sensitive in a way that advertisement can be sent to signed up client when this client pass through a certain point of purchase (Dickinger et al. , 2004). By tracking mobile devices technical address it is possible to detect local position o f the user in the environment of mobile commerce (Lee et al. , 2007). As an example Telia (Swedish company), one of the biggest telecommunication company in Europe, applied real-time SMS game by using mobile devices osition to allow users to interact with each other while playing (Dickinger et al. , 2005). Contextual marketing is also possible with location based marketing. Example for contextual marketing, information or coupon about a specific product can be sent to consumer via mobile device while consumer is in the department store to buy specific product (Lee et al. , 2007). * Bluetooth According to Groten et al. , (2009): â€Å"Bluetooth is a radio interface for short-range connections between electronic devices† (p. 1134-1138).If Bluetooth is enabled, any user with a mobile device can download rich content like graphics, video, sound, wallpaper, text, and software (Leek et al. , 2009). Interaction within mobile devices is possible via Bluetooth, mobile devices can conn ect to other mobile devices with Bluetooth if it is in range (Groten et al. , 2001). * Bluetooth wireless proximity based marketing The proximity path is the use of Bluetooth to interact with consumers which is called proximity marketing, or the local delivery of the content to mobile devices (Becker et al. 2010). The Bluetooth path is the usage of Bluetooth on mobile devices as a communication channel (ibid). Bluetooth technology provides a powerful opportunity for marketers to use location specific areas to reach consumers with rich content, and it is also cheaper and less complex than SMS (Short message service) and MMS (Multimedia message service) (Leek et al. , 2009). Bluecasting is the use of Bluetooth for mobile marketing purposes (Becker et al. , 2010). According to Becker et al. (2010) Bluetooth marketing can be explained as the placement of Bluetooth access point in any public place like airport, train station or any live event, and when consumer walks by this device and t he Bluetooth is enabled on mobile device access point request automatically request interaction with mobile device. If user accepts the request Bluetooth access point sends rich content like game, ringtone sound, picture or any other form of content to users phone (ibid). As an example of this, rock group Coldplay (English famous rock group) used Bluetooth marketing when launching the new album X&Y, 20,000 people ownloaded content like sample tracks and clips from main rail terminals in London for two weeks (Tsiandar, 2006). * Software and Technology Mobile applications are available for mobile devices like enterprise digital assistants, mobile phones and personal digital assistants (PDA) (Ho et al. , 2010). Latest advances in mobile technology let mobile phones to have big memories, convenient internet connections and faster processers (Liu et al. , 2010). Lately mobile application market improved dramatically, number of content providers, application developers and advertisers inc reased which improved the mobile services and or functions (Ho et al. 2010). Example for large mobile application platforms are Google Android Market, Microsoft Windows Market, BlackBerry Application World, Nokia Ovi and Ovi Store etc. (ibid). Ho et al, (2010): â€Å"Mobile communication follows the development trend of internet, users can link with mobile software stores through internet, and download all kinds of applications, which has provided human beings with more diversified information application forms, and gradually changed people's living habits and operation mode. It is indicated by research reports that growth rate of global smart phone in 2010 is as high as 78. %, showing that smart phone gradually becomes the mainstream in mobile phone market. Smart phone has the function of installing applications, provides users with more diversified mobile value-added services and will change the use habits in the future† (Ho et al. , 2010). * Application marketing Mobile ap plications can be used to create rich software experiences for consumers and can be provided to mobile devices like Ipad or smartphones (Becker et al, 2010). Mobile applications are similar to computer programs which are installed on mobile devices, and applications can serve in many ways like bank account balances, games (ibid).Mobile applications can be used for branding and advertising purposes and can be sold to get money (Becker et al. , 2010). According to Mobile Marketing Association, integrating advertising into mobile applications generates new revenue streams for service providers, application developers and distributors. Mobile telecommunication companies already started to provide mobile television and digital video services in many places (Ograd, 2006). Mobile television is also another type of application that holds great potential for advertising, Ograd, 2006 explanes the mobile TV as:Mobile TV will provide users an experience that they are already familiar with tradi tional broadcast television, and allow them to choose content (Ograd, 2006). With several multimedia options like camera, music player, radio and video recorder mobile TV will offer more interactive, active and individual experience than traditional broadcast TV (ibid). * QR Codes Another type of mobile marketing is Quick Response (QR) codes which is defined by Hirakawa et al. , (2009) as a matrix code (or two-dimensional bar code).Flat surface advertising like paper and cyber media already become popular around the world (Hirakawa et al. ,2009). New method of flat surface advertisement is developed which is cooperating with URLs or QR codes (Quick response code) (ibid). Figure 54 in next page shows the example of QR code. FIGURE 5: Example of QR code. * Interactive Voice Response Interactive voice response is providing and option to send or receive voice calls with people and communicating with them without any live person is involved on the other side of the communication (Becker et al. , 2010). * SMS ; MMSShort Message Service (SMS) defined by Taylor et al. , (2008) as a service enabling to send and receive short messages (up to 160 caracter) via mobile phones. According to Dickinger et al. , (2004) SMS is first and most prosperous type of mobile data transmission. MMS (multimedia message services) is the improved version of short messaging service which allows users to send combined video, sound and pictures (Okazaki, 2005). * SMS ; MMS marketing Personal nature of the mobile phones accelerated the usage rate of SMS and MMS in many parts of the world as a marketing channel (Taylor et al. 2008). Even tough MMS is used less than SMS, rapid growth in mobile technology will increase the rate of usage of music, videos, sounds and visuals in near future (ibid). SMS marketing can provide advantages like lower cost than other media channels, since the main expanse is buying mobile phone numbers (Dickinger et al. , 2004). According to Dickinger et al. , (2004) ther e are several different types of text messaging applications exists which are; information services, mobile couponing, mobile CRM (customer relationship management), branding, entertainment and product launches.Mobile couponing is one type of specific promotion tool wich integrates classic couponing with mobile communications (Wehmeyer et al. , 2005). â€Å"Advertising funded information services include news, weather, traffic, market rates, horoscopes, or songs just played on the radio† (Dickinger et al. , 2004, p. 159-173). User may pay little or nothing for this kind of services and information (ibid). Companies are changing their focus from mass marketing media to more targeted personal media and replacing them with more personalized media (Leppaniemi et al. , 2008).CRM is supported by text messages by allowing registered consumers to receive newsletters, special discounts, prizes and coupons (Dickinger et al. ,2004). According to Dickinger et al. , 2004 mobile marketing is such a tool that enables branding. Wella, one of the world’s leading cosmetic company, with special campaign they sent SMS messages to registered consumers with a kiss and consumers positive feelings about this campaign resulted in word of mouth by forwarding messages to friends (Dickinger et l. , 2004). Entertainment included marketing activities are capable of increasing the customer loyalty and add value (ibid). Attitude Attitude is a major factor in information systems and marketing researches (Tsang et al. , 2004). Attitude is outcome of what we say, feel and know (Mooij, 2005). For Solomon, (2009) â€Å"Attitude is a lasting general evaluation of people (including oneself), objects, advertisements or issues. † (p. 237) It is important to highlight that attitude toward mobile advertising refers to consumers’ attitude toward advertising in general rather than one specific type of advertisement (Haghirian et al. , 2008). Our feelings about product advertis ing are directly effecting how we feel about the product itself (Solomon, 2009).General public attitude toward advertising has been a main concern and focus for a long time (Tsang et al. , 2004). Consumer attitude toward mobile marketing has been popular among different researchers, especially focusing on mobile advertising (Tsang et al. , 2004; Xu, 2007; Haghirian et al. , 2008; Brackett et al. , 2001; Dickinger et al. ,2005). According to Shavitt et al. , (1998), even tough old studies show that there is an unfavorable manner toward advertising among consumers; some researchers found that there is favorable view of advertising.However, situation in mobile marketing and advertising may differ. According to Dickinger et al. , (2004) mobile marketing is â€Å"Using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders† (p. 159-173). Accord ing to Xu, (2007) it can be expected that mobile advertising is more valuable for consumers when considering location based services and time sensitive events.Xu, (2007) also stated that personalization of mobile content can change the negative attitude of the public toward advertising. * Factors That Affecting Consumer Attitudes This part of the study will present current theories and models in the relevant literature to discuss different variables that playing a role in consumers attitude toward mobile marketing. The effect of personalization and content on attitude toward mobile marketing will be presented (Xu, 2007). Xu’s model of factors contributing to Attitude and intention toward mobile advertising is shown in Figure 65 below.Entertainment Informativeness Intention Attitude Irritation Creditability Personalization FIGURE 6: Factors Contributing to Attitude and Intention toward Mobile Advertising. * Personalization and Content According to Xu, 2007 by personalizing the mobile advertising message consumer attitude can be improved. There is a direct correlation between content (Informative, irritation, credibility and entertaining variables of the content), of mobile marketing and personalization with consumer’s overall attitude (ibid). * PersonalizationMobile commerce holds a great potential for personalization, because of the nature of mobile devices they provide personal information of users (Lee et al. , 2003). Personalized advertising improve the experience for companies and consumers (Dickinger et al. , 2004). By allowing mobile advertising providers to collect data about demographics and location of the consumers, personalization improves the quality of mobile commerce and turns it into important medium (Xu, 2007). The impact of the message can be increased by personalizing the message (Dickinger et al. 2004). Success of the target marketing is based on well-structured and maintained databases (ibid). Marketers are gaining the advanta ge of personalization of the message and collecting consumer feedback and their choices, this is improving customer relation by enabling companies to communicate with them in very individual way (Haghirian et al. , 2005). Personalization of the message is not only making consumer more favorable about the mobile advertising, it is also improving the consumer attitude by turning unfavorable attitude to favorable attitude (Xu, 2007).It is obvious that privacy concerns of the consumer is crucial and must be taken into account (Taylor et al. , 2008). Permission for personal information can be gathered but in some situations this information may be gathered without consumers will (Wei et al. , 2010). Barnes and Scornovacca, 2004 as cited in Leek et al. , 2009, personalized marketing messages are adding value to information service, and there is also a potential of decreasing the negative reaction of the consumer. * Content There are several researchers argue the importance of content in m obile marketing (Leppaniemi et al. 2004; Dickinger et al. , 2004; Haghirian et al. , 2005; Xu, 2007; Rebello et al. , 2009). According to Xu, 2007 personalization, entertainment and informativeness are the attributes of content that have positive effect on overall attitude, but irritation has negative impact on overall attitude. Attributes of the content is defined by Haghirian et al. , 2005 as entertainment, informativeness, credibility and irritation. According to Leppaniemi et al. , 2004 content of the message is crucial in all type of advertising and it is also valid in mobile advertising.In order to communicate properly and efficiently with consumers, underlying factors of mobile advertising must be identified (ibid). Information and entertainment are found to be the most important acceptance attributes of mobile marketing (Bauer et al. ,2005). * Entertainment Customer loyalty can be increased with entertainment services, furthermore extra value can also be created for costumer s (Haghirian et al. , 2005). Informative and entertaining messages with creativity is holding potential to generate positive attitude toward mobile marketing activity among consumers (Bauer et al. 2005). Entertainment of the mobile advertising message is highly important (Haghirian et al. , 2005). According to Tsang et al. , 2004 Entertainment is the most important attribute of the content that has an impact on overall attitude. Loyalty of the consumer can be increased with entertainment services and extra value for the customer can also be created with entertainment services (Haghirian et al. , 2005). Research conducted by Tsang et al. , 2004 found that entertainment is the major attribute that affects consumer attitude towardmobile advertising. Informativeness Assuming the mobile platform as a relatively new marketing channel, marketing centered activities like content and information sharing are main motivations for consumer acceptance of mobile marketing (Sultan et al. , 2010). The user needs easy access to the information that he or she is looking for (Haghirian et al. , 2005). The main difference between personalized mobile marketing with informativeness is that personalization highlights the individual preferences and adjusted to personal needs and interests (Xu et al. , 2007). * CredibilityAdvertisement credibility is defined by Lutz et al. , 1989 as how consumers perceive the brand is truthful and believable, which mentioned in the advertising. Credibility of the advertisement should be considered as an important variable when determining the attitude toward advertisement; in addition to that attitude towards advertisement and mood should be ignored when considering the impact of them on attitude toward advertisement (ibid). There are no academic findings about the impact of the credibility that delivered to mobile devices (Haghirian et al. , 2005). * IrritationAccording to Haghirian et al. , 2005 Confusion among consumers may cause negative reaction toward mobile advertising. Complex mobile advertising message can cause irritation among consumers, and this disturbance decrease the value of the advertising for consumers (ibid). According to Tsang et al. , 2004 there is a negative relation between attitude toward mobile advertising and irritation. * Perceived Usefulness and Ease of Use Several different researchers found that there is a powerful relation with user behavior and perceived usefulness and perceived ease-of-use (Davis, 1989).Perceived ease-of-use and perceived usefulness are important variables when considering consumer adoption process of technologies (Soroa-Koury et al. , 2010). From different perspectives, perceived ease-of-use and perceived usefulness are significantly influential on consumer’s decision to adopt information technology (Davis, 1989). Theoretical model of Soroa-Koury et al. , (2010) shown in Figure 76 below. FIGURE 7: Theoretical model. Perceived usefulness Misperceptions Pluralistic Ignoranc e False consensus False uniqueness Attitude toward Mobile AdvertisingPerceived Ease of use Intention to Adopt Mobile Advertising FIGURE 7: Theoretical model. Individuals’ acceptance is explained by Davis, 1989 with Technology acceptance model, and main drivers of this model are perceived usefulness and perceived ease-of-use. Perceived usefulness and perceived ease of use are examined by Soura-Koury et al. , 2010 as predictors of attitude towards mobile advertising. * Perceived usefulness Perceived usefulness is defined by Davis, 1989 as â€Å"The degree to which a person believes that using a particular system would enhance his or her job erformance. † (p. 319-339) There is a positive correlation between perceived usefulness of mobile commerce and consumer satisfaction in mobile commerce environment (Lee et al. , 2007,). The study conducted by Soura-Koury et al. , (2010) also found that perceived usefulness is one of the key variable for prediction consumer attitude to ward mobile advertising. * Perceived ease of use Perceived ease-of-use Is the evaluation of the user of how easy for him or her to interact with technology or particular information system (Zhiping, 2009).Perceived ease of use, in contrast, refers to â€Å"the degree to which a person believes that using a particular system would be free of effort† (Davis, 1989, p. -319- 339). It is also claimed by Davis, 1989 easier applications have bigger potential to be accepted by users. RESEARCH METHODOLOGY This chapter will deliver information about research methodology, and selected type of research will be presented which suits best to this study. This chapter will start with defining the purpose of the study and continue with describing the research approach.After that this chapter provides information about: Which strategy is chosen for this study, sample selection methods, how the information will be gathered for research, and analysis method and quality aspect of the study. * Res earch Purpose According to Chisnall, (1997) there are three main commonly accepted research design techniques listed as descriptive, exploratory and casual. These classified methods differ depending on research questions, research purpose, certainty of hypothesis that are presented and data collection method that employed (Aaker et al. , 2004).When seeking insights to general problem of the research and relevant variables exploratory research technique is commonly adopted (Aaker et al. 2004). According to Lehmann et al. , (1998) exploratory research is used to identify basic information about the research area and formulating the hypothesis. Exploratory researches are focuses on identification of main nature of the research problems and formulation of hypothesis (ibid). â€Å"Descriptive studies, in contrast to exploratory research, stem from substantial prior knowledge of marketing variables† (Chisnall, 1997).Descriptive research is largely used in marketing research studies (Aaker et al. , 2004). The main aim of descriptive research is to search for different aspects of the market environment (ibid). According to Lehmann et al. , (1998) descriptive studies are playing a bridge role between exploratory and casual studies. This type of studies is assuming the different variables as known facts and hypothesis are of general (ibid). Casual studies investigates the market behavior and evaluation of the relationships and interactions of market behavior and factors that affecting them (Chisnall, 1997).For instance the relationship between demand elasticity and the degree to which advertising efforts may affect the sales (ibid). Casual studies are assuming not only the different variables, they are also assuming that how is the relation between them (hypothesis) (Lehann et al. , 1998). The purpose of this study is to seek insights in to the study, hence it is exploratory, but this research also aims to test different hypothesis which makes it partly casual.Si nce casual studies concerned with hypothesis, and exploratory studies are good for seeking insight into general problem and investigatingthe relation between different variables to gain deeper understanding, this research is primarily exploratory and partly casual. * Research Approach There are different choices of research approaches are available, either the qualitative or quantitative research approach. Qualitative data is most used method when collection method of the study uses or generates non-numerical data (Saunders et al. d, 2007). one main purpose of the qualitative research is to seek insights into research problems (Hair et al. 2006). By asking questions to relatively small samples of respondents and observing respondents behaviors, qualitative data mainly focuses on collection of primary data with details (ibid). Qualitative data was perceived by different authors and researchers as less powerful and pure than quantitative data some time ago (Lehmann et al. , 1998). But recently, advantages of qualitative data is taking attention like cost saving feature, and realization of that truth is not necessarily correlated to size of sample made qualitative research more popular for marketing research (ibid).According to Lehmann et al. , (1998): â€Å"Exploratory research tends to be qualitative and is very important in that it prevents preconceived notions from excluding potentially useful results† Since purpose of this study is to provide deeper understanding of the relation between consumer attitude and factors that effecting attitude, qualitative research approach found to be more convenient. Because qualitative research is more useful in terms of providing insights to research problem as Lehmann et al. , (1998) mentioned. * Research Strategy According to Saunders et al. (2007) there are several types of research strategy exists, which are presented as: survey, case study, grounded theory, experiment, archival research, and ethnography. â€Å"C ase studies are exploratory research that involves intense investigation of one or a few past problem situations that are viewed as similar to the researcher’s current problem situation† (Hair et al. , 2006). According to Hair et al. , (2006) If case study strategy is employed in research it requires in-depth examination of the facts of interest. These facts could be salesperson, customer, store, market area, film, and so on (ibid).Case study strategy have good ability to answer questions starting with ? why , ? what and ? how , and case studies are also good at answering questions like ? how? and ? what? (Sounders et al. , 2007). Because of this reason exploratory and explanatory researches most often employ case study strategy (ibid). According to Sounders et al. , (2007): â€Å"A case study strategy can incorporate multiple cases, that is, more than one case. The rationale for using multiple cases focuses upon the need to establish whether the findings of the first caseoccur in other cases and, as a consequence, the need to generalize from these findings.Case study strategy can be very worthwhile way of exploring existing theory. † (Sounders et al. , 2007) Case study is employed in this study as main research strategy. Since research questions of this study starts with how and case study deals very well with ? How questions, case study found to be most appropriate strategy for this study. Exploratory research approach of this study also requires case study as main strategy. In order to improve the quality of the research, the study incorporates with multiple cases, which are male case and female case. Sample selection Probability sampling is mostly used in cases of survey-based research techniques where it requires interferences from sample about the general population to answer research question(s) or objectives (Sounders et al. , 2007). Whereas non-probability sampling has ability to provide information-rich case study that explores th e research question (ibid). Hence non-probability sampling is chosen as sampling strategy in this study. Purposive or judgmental sampling is one of the non-probability sampling that identified by Sounders et al. 2007 and described as it gives an option for researcher to use their judgment to choose cases which is most appropriate for researcher to answer research question and met the objectives of study. Research targets are exchange students and master student who are studying at Lulea university of Technology and who have experience in using mobile devices and aged between 18- 29. Master and exchange students are coming all around the world, by choosing respondents among exchange students and master students; this study is trying to collect broader data without restricting respondents to one particular country.After starting to collect data ten students found to be sufficient to meet with research objective. Five male and five female respondents has chosen among students to be int erviewed, which makes the number of respondents of each case equal. * Data Collection Interview is defined by Chisnall, (1997) as: â€Å"Interview is concerned with a purposeful exchange of meanings, and it is this interaction between interviewer and the respondent which contributes so much to the success of the interview† (Chisnall, 1997).Valid and reliable data can be collected through interview which helps researcher to answer research questions and meet with research objectives (Sounders et al. , 2003). Hence this study employs interview technique to collect data, by doing so as Sounders et al. , 2007 stated, interview technique can be very handy in answering question ? how? and highlight on exploring ? why? this method found to be most appropriate technique, since this study aims to answer ? how questions. Required data has been collected by using semi-structured interviews. According to Sounders et al. (2003) in Semi-structured interviews have different types of themes and questions to be answered during the interview, and these may differentiate from interview to interview. In order to explore relationship between different variables in exploratory study semi-structured interviews may employed (ibid). Following Table 27 shows different types of interview in each of main research categories. As it can be seen from Table 2 below: Semi-structured interview technique suits best to this study by providing precise data for exploratory and explanatory research. One arrow in the table 2 means less frequent and wo arrows mean more frequent. ExploratoryDescriptiveExplanatory* Structured| | * | * | Semi-Structured| * | | * | In depth| * | | | TABLE 2: Uses of different types of interview in each of the main research categories. * Analysis Four dominant analytic techniques stated by Yin, 1994 which are: pattern-matching, explanation building, time series analysis, and program logic models. Each one of those technique is appropriate for bot single and multipl e-case studies (ibid). For case study analysis, one of the most appropriate strategy is to use pattern-matching logic (Yin, 1994).For case studies which are explanatory, there may be correlation between patterns and dependent or independent variables of the research (ibid). According to Sounders et al. , 2003: â€Å"The process of qualitative analysis generally involves the development of data categories, allocating units of studies’ original data to appropriate categories, recognizing relationships within and between categories of data, and developing and testing hypotheses to produce well-grounded conclusions† (Sounders et al. , 2003). In order to approve validity of the assumption gathered data from sample and mean of sample is calculated (Aaker et al. 2004). Within case and cross case analysis will be employed in this study to reduce the data and compare the data. Comparison between male (case 1) and female (case 2) respondents will be presented during the cross ca se analysis. Youth generation chosen as main target group, and for mobile marketing personalization found to be one of the concerns. But it is also important to understand if there is any difference between any gender to be more precise in personalizing the message and targeting the consumer. Finally findings of the analyses will be presented. Validity and Reliability â€Å"Reliability and validity are crucial aspects of research practice and the importance of these criteria should be full recognized by all who are engaged in survey work of any kind† (Chisnall, 1997). Reliability and validity are not completely separate terms, these terms are interconnected and in some degree they overlap with each other (Chismall, 1997). According to Sounders et al, (2007): ? Reliability refers to extend which your data collection techniques or analysis procedures will yield consistent findings? (Sounders et al. 2007). Taking as more as operational steps in research is the most common way to handle reliability problem (Yin, 1994). All the processes of research (questionnaires, interviews etc. ) conducted under control of supervisor of this research Hakan Perzon. Before conducting the interview on main respondent group, questions are tested on two representative respondents to improve structure and layout of the questionnaire. According to Sounders et al. , 2007 validity is about the reality of findings, whether the findings are actually what they seem to be.Documentation of the fieldwork when conducting qualitative research is highly important in establishing validity effectively, which allow others to examine and check the validity of the research process (Hair et al. , 2007). Hence during the interviews, all the answers and opinions of respondents will be saved in written format to be able to establish validity. Respondents are chosen among students that have prior experience in using mobile devices that enables them to have appropriate knowledge in research area, ex tra information is also provided to respondents to enlarge their idea about mobile marketing.To prevent misperception of mobile marketing and mobile advertising, respondents are also informed about this situation. Average time spend on each interview was around 50 minutes. CONCLUSIONS Based on analysis and finding, variables of content have different effect on consumer attitude. Some of the variables carry more importance than other variables and some of them have negative effect on attitude. For instance informativeness of mobile marketing perceived by both of the cases as most important factor in content of mobile marketing, whereas entertainment and credibility found to be less important than informativeness.Irritation of the content is negatively correlated to overall attitude toward mobile marketing. It is highlighted by respondents that dominant irritation factor of mobile marketing message is permission. It can be concluded from findings that reaction toward disturbance is ma inly negative whereas positive feelings generated positive outcome. Collected data from both of the cases shows that permission is very crucial in mobile marketing especially in personalized messages. Collected data bout permission, privacy and personalization is indicating that if permission is granted privacy must be assured for consumers to feel comfortable about personalized mobile marketing activities. Unpermitted mobile marketing activities that taking place without consumers will is creating inconvenience among consumers, and reaction toward this type of marketing messages are mostly negative. REFERENCES [1] Aaker D. A. ; Kumar V. ; Day G. 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