MODULE 3: ETHICS - Internet

The topic that i chosen in this module is the "Ethics of internet". The meaning of the ethics is the basic concepts and fundamental principles of right human conduct. It includes study of universal values such as the essential equality of all men and women, human or natural right, obedience to the law of land, concern for health and safety and, increasingly, also for the natural environment and also the morality. Ethics are a set of moral principles that govern an individual or a group on what is acceptable behavior while using a computer. Computer ethics is a set of moral principles that govern the usage of computers. One of the common issues of computer ethics is violation of copyright issues.

Duplicating copyrighted content without the author’s approval, accessing personal information of others are some of the examples that violate ethical principles. Internet ethics means  acceptable behavior for using internet. We should be honest, respect the rights and property of others on the internet. Due to the enhancement of the internet technology, internet has already become a "common searching tools". Through the searching from the internet, people be able to acquire a lot of information and details. However, the convenience of the internet technology has obviously brings the ethics problems to the human. Due to the fact, people utilize the convenience of the internet and usually involve some incorrect using method. Therefore, this kind of issue has create the the ethics issues in carelessly.

Issues of Internet Ethics

• Legal issues- Stealing copyright and credit for intellectual property. (Pornography, hate speech, restricted data and etc)
• Social issues - Deliberate public misunderstand information. (censorship and freedom of expression)
• Identify issues- Improper commercial and improper personal use on network identify. (Reliability and accountability)
• Privacy issues- Intercepting private email, privacy are almost every commercial website has a privacy statement.
• Security issues- Stealing and hacking internet account. (Data Protection)

*In year 1996, New Zealand had launch the restrictions on internet use.

   

Privacy (E-commerce Act)

The unauthorized copying, reproduction, dissemination, distribution, importation, use removal, alteration, substitution, modification, storage, uploading, downloading, communication, making available to the public or broadcasting of protected material, electronic signatures or copyrighted works, including legally protected sound recordings or information material on protected.

Internet Reference

[image] Internet Reference of privacy chart

Through the research, we can saw that only less than half people know how to protect privacy online. 

  Scenario of ethical rules for computer users

 Some of the rules that  individuals should follow while using a computer are listed below:

• Do not use computers to harm other users.
• Do not use computers to steal others information.
• Do not access files without the permission of the owner.
• Do not copy copyrighted software without the author’s permission.
• Always respect copyright laws and policies.
• Respect the privacy of others, just as you expect the same from others.
• Do not use other user's computer resources without their permission.
• Use Internet ethically.
• Complain about illegal communication and activities, if found, to Internet service Providers and local law enforcement authorities.
• Users are responsible for safeguarding their User Id and Passwords. They should not write them on paper or anywhere else for remembrance.
• Users should not intentionally use the computers to retrieve or modify the information of others, which may include password information, files, etc..

Module 2 : Societal Trends

Following the title above, i have decided to discussing about the societal trend for the TV "Television" technology and the industry. As we can know, television has represented an important material and it has becomes a part of entertainment in our life. Moreover, the media world is becoming increasingly complex and the amount of consumers are also increased. There are several advantages for TV are going to elaborate out such as

1. TV is an integral part of everyday life -
   Television is as much a part of everyday life as eating and drinking. It is in fact a very natural part of daily life. According through the research of EGTA ( European association of television and radio sales houses) 94 percent of European households own a television and make TV viewing an integral part of their day. Undeniable, TV plays a central role in most people’s lives. As such TV advertising is a powerful communication tool and as much a part of television viewing, as the programmers themselves.
2.  TV is a true mass medium
   In research, people continue to spend significantly more time with television than with other media or entertainment. TV has continually manage to instantly reach million of viewer, allowing for a communication message to reach a broad mass within a short amount of time. In fact, when it comes to launching a new product, no other media can achieve significant national notoriety within just a few weeks.
3. TV is emotional
   TV stimulates the parts of the brain that other media simply don’t reach as effectively. The fact that TV is veritable feast of moving images and sound maximizes the opportunity for advertisers to engage their audience. And as recent engagement studies show, an engaged viewer is more likely to have a positive emotional association with a brand and is more likely to consider purchasing it in the future.
4. TV is the most persuasive
   TV’s persuasiveness is in part due to the word of mouth element. Watching television with other people provides an ideal opportunity to talk about TV advertising and ‘pass on’ ads in the same time and space as the advertising itself. 
5. TV is credible
   Television is closest to reality and in turn offers the greatest authenticity. TV is the most credible medium. For advertising this means that the shine of the clean laundry, the enjoyment of the premium espresso and the speed of a race car are best illustrated on TV. 
6.  TV delivers a measurable return on investment
   TV, it not only offers the most accurate data but also allows for some comparison across countries. Television should be used as a quality benchmark for other media, to encourage the same level of audience measurement reliability. The existing research does an exceptionally good job in providing a currency for buyers and sellers. This currency has been present for many years and has generated a degree of trust amongst all stakeholders in the brand.
   Internet Reference

TV trends 

• European studies show that TV is still the primary media for entertainment across all age groups. The only exception is with the 15-24s, who are now more inclined to see the internet as a provider of entertainment, much like the TV. For the older age groups the internet is still primarily used for seeking information about products and brands and the TV is used for entertainment.
• The days will soon be over where we could label the internet a "lean-forward" media and TV a "lean-backward" media. Traditional TV is absolutely less engaging and demanding for interactivity but the increasing amount of content available online combined with the younger generation's natural and untroubled use of i Pads, computers, smartphones and other devices means that the divide between leaning forward and leaning backward will become increasingly blurred.
• The younger generations shift easily between media, platforms and content. Their engagement is determined not by the media but by the content.
• Video viewing online is growing in the teenage segment - but not as such reducing TV viewing. However, TV is becoming an even more passive activity because we are engaging in alternative activities when watching TV.
• The majority of consumers still prefer to watch the video on a TV screen and VOD (Video On Demand) has to be cheap and convenient.
• Increased popularity of VOD (Video On Demand) and buying of content enables profiling and behavioral targeting.
  TV and Videos trends Internet Reference

 Current trends

TV Embraces the Internet-Nowadays, people don't necessarily need television sets in order to consume media. But while the recession prompted consumers to cut back on dining out and other frivolities, they did continue to spend on home entertainment, which has prompted many TV manufacturers invest in new, internet enabled models. Therefore, even while traditional television is being challenged by the rise of internet video streaming, manufacturers are embracing new consumer behavior. Through the survey of Delloitte, it indicates that the internet, mobile and social media channels are enhancing the overall television viewer experience, driving people to watch first run program mes and live events during their initial broadcast.

[Image of Internet TV] Internet Reference

TV on 3D - 3D technology was touted as the next frontier in the TV industry, but consumers don’t seem to be latching on — in a 2010 study, 83% of survey respondents said 3D technology isn’t enough to make them want to buy a new TV, and nearly one-third of people say 3D doesn’t enhance the viewing experience. It seems that 3D technology is preferred on the big screens of movie theaters and not in one’s home. Just 3% of TV owners own a 3D TV, but there’s not much 3D content out there to keep them entertained. The resistance also can be attributed to the glasses factor: many people find them uncomfortable, inconvenient and, in some cases, nausea-inducing.

The attractive of 3D television has continuously attract the consumers and it becomes much popular in recent year. Internet Reference of [ image 2]

LED, LCD and Flat Panel Screens 
In recent year, LED (Light Emitting Diode), LCD ( Liquid Crystal Display) TV and those flat panel screens TV has represented at least up to70% or above of the TV factory sales. From the research, Flat Panel Screens TV penetration has increased more than tripled to 39% from 2006 to 2010. Hence that, consumers are apparently pay more concern on the size and the feature of the TV. Despite the sales spikes for these new TV features, the average number of TVs per household has not changed, the market share is rising because consumers are “trading up” for bigger and better televisions.

Flat Panel Screen TV having a biggest size screen and an excellent feature. These kind of TV given a wonderful visual effect to the consumers. Internet Reference flat panel screen [Image 3]

Future Trends

TV was much reliable in a future, i believe that TV not only used for entertaining people. Moreover, in future TV will becomes an essential communication tools between peoples. The significant of the TV brings a lot of convenience to the human in future. TV has been concerned by the TV factory in order to attract more consumers, therefore the design of the TV is much important as usual. There are several future concept of TV such as

Liquid Crystals Reign Supreme- LCD sets are potentially more energy efficient, capable of becoming thinner, and their picture quality to the untrained eye of most consumers.HD DVD and Blu-ray, LCD has emerged as the clear front-runner for the time being, not necessarily due to superior technology, but simply because more manufacturers are involved in the business than they are in plasma and DLP.

The Birth of OLED- It's called Organic Light Emitting Diode (OLED) technology, and it's already a reality. Like all OLED TV, the XEL-1 TV by SONY display consists of layers of organic polymers sandwiched between two conductors. An electrical current is applied, and voila, a bright, electroluminescent light is produced.

3DTV and More- 3D TV hinges on our ability to create a viewing screen that presents the viewer with two sets of slightly different images: one for the left eye, and one for the right. Moreover, An extra technology might be apply in future 3D TV is called Holographic TV. Holographic TV will able to puts you in the action with the effect of 3D.

Internet Reference of future TV