Because most people consider advertising as an irritant and a distraction and would avoid it, should there be an alternative, advertising agencies strive to utilize the interactive, demassifying, and asynchronous qual...Because most people consider advertising as an irritant and a distraction and would avoid it, should there be an alternative, advertising agencies strive to utilize the interactive, demassifying, and asynchronous qualities of newer technologies to create an appealing advertisement. The current study investigates whether college students＇ attitudes toward advertising on traditional media are different when online advertising is used, especially on Social Media Networking Sites （SMNSs）. Employing the concept of reciprocity （of replicating offline attitudes online） and the flow theory that relates one＇s concentration on an activity and its impact on other occurrences happening around him/her, 287 college students responded to a questionnaire on their perceptions of online advertising, their preferred SMNS, and the SMNS on which they would consider viewing an advertising message. The results showed that 57.8% of the participants avoid online advertising at all costs, which is similar to their offline perception of advertising. Some 42.2% reported that they may consider viewing online advertising if the attributes of relevance, interest, creativity, and interactivity are present, as in viral advertisement. In addition, among the four SMNSs reviewed--Facebook, MySpace, Twitter, and Linkedln--a majority of students indicated that Facebook is their preferred site for online advertising because it allows for creativity and they consider those messages credible, especially if their Facebook friends tagged, liked, or shared the advertisement.展开更多
The reasons for cyber variants of traditional crimes are many. A direct catalyst is the generation gap caused by the transition from Web 1.0 to Web 2.0. Such variation takes the following three forms： variation in th...The reasons for cyber variants of traditional crimes are many. A direct catalyst is the generation gap caused by the transition from Web 1.0 to Web 2.0. Such variation takes the following three forms： variation in the elements constituting a crime, in the social harm done and in the form of the crime. Expansion of judicial interpretation is the primary choice for handling cybercrime. However, its limitations are also obvious. In the face of cyber variants of traditional crimes, we argue that raising the status of some acts of preparation to that of independent acts of execution and making some joint offenders into principal offenders offers two important solutions that can no longer be avoided by China＇s criminal law legislation.展开更多
文摘Because most people consider advertising as an irritant and a distraction and would avoid it, should there be an alternative, advertising agencies strive to utilize the interactive, demassifying, and asynchronous qualities of newer technologies to create an appealing advertisement. The current study investigates whether college students＇ attitudes toward advertising on traditional media are different when online advertising is used, especially on Social Media Networking Sites （SMNSs）. Employing the concept of reciprocity （of replicating offline attitudes online） and the flow theory that relates one＇s concentration on an activity and its impact on other occurrences happening around him/her, 287 college students responded to a questionnaire on their perceptions of online advertising, their preferred SMNS, and the SMNS on which they would consider viewing an advertising message. The results showed that 57.8% of the participants avoid online advertising at all costs, which is similar to their offline perception of advertising. Some 42.2% reported that they may consider viewing online advertising if the attributes of relevance, interest, creativity, and interactivity are present, as in viral advertisement. In addition, among the four SMNSs reviewed--Facebook, MySpace, Twitter, and Linkedln--a majority of students indicated that Facebook is their preferred site for online advertising because it allows for creativity and they consider those messages credible, especially if their Facebook friends tagged, liked, or shared the advertisement.
文摘The reasons for cyber variants of traditional crimes are many. A direct catalyst is the generation gap caused by the transition from Web 1.0 to Web 2.0. Such variation takes the following three forms： variation in the elements constituting a crime, in the social harm done and in the form of the crime. Expansion of judicial interpretation is the primary choice for handling cybercrime. However, its limitations are also obvious. In the face of cyber variants of traditional crimes, we argue that raising the status of some acts of preparation to that of independent acts of execution and making some joint offenders into principal offenders offers two important solutions that can no longer be avoided by China＇s criminal law legislation.
