Internet Marketing Strategy Direct Marketing
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Internet Marketing Strategy
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Internet Marketing Strategy
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Others refined Barlow's account by imagining not one social contract but many, a series of cyberspaces in which likeminded people could respectively gather. 22 All of these accounts are now thoroughly dated, premised on a digital divide between offline and online that less and less exists. Instead of boasting an elite, libertarian demographic at variance with the mainstream populations of the industrialized world, the Internet is less a conceptually separate space with few direct links to non- Internet life and institutions and more a ubiquitous tool. So long as, say, someone can post messages to thousands of America Online subscribers claiming to be a person named Ken Zebra selling offensive T-shirts—providing the real, offline Ken Zebra's telephone number as a lightning rod for irate calls—it is hard to call cyberspace separate, and its idiosyncrasies something with which “real” governments should not concern themselves. Indeed, in the Zebra case, 23 an American law provided for immunities from liability for Internet publishers of others' content without parallel immunities for their physical media counterparts. This resulted in the strange situation of Zebra's suit against America Online being categorically halted, while a suit against KRXO radio— whose disc jockeys had seen the message advertising the offensive T-shirts and conveyed it on air to equally irate radio listeners— could go forward. 24
About Internet Marketing Strategy
Creating Internet -specific law has been embraced, naturally, by Internet exception lists who want to see a cyberspace separate and apart from real space, and generally less regulated. This was colorfully expressed in John Perry Barlow's 1996 “Declaration of Independence of Cyberspace,” which demanded that the industrialized nations of the world leave cyberspace alone, since it and its denizens were so unlike any physical world counterparts. “We are forming our own Social Contract,” Barlow wrote. “This governance will arise according to the conditions of our world, not yours. Our world is different.”
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