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  • 1. TARA MANN | PARSONS | THE NEW SCHOOL FOR DESIGN | FALL 2011 | TOPICS : PRINT STUDIO
  • 2. TOPIC : NETWORK NEUTRALITYNet neutrality is the belief that access to the internetshould not be purposely tiered in any way. Those against netneutrality would like to charge more for certain amounts ofbandwidth usage, implementing overage charges, etc. Currently,all websites are connected to the internet at a level playing field,they all may access the same speeds. Some large cable andtelephone companies want to make certain websites have to payfor their speed, going against the basic founding principles of theinternet itself. A non neutral internet would not allow smallersites with limited funding to load at the same speed as thosewho are willing to pay more. For the average consumer, newtiered pricing models could widen the “digital divide.”
  • 3. RESEARCH One internet – many different customersTYPES OF NETWORK DISCRIMINATIONABSOLUTE NON-DESCRIMINATION“Network neutrality is best defined as a network design principle.The idea is that a maximally useful public information network aspires to treat all content, sites, and platforms equally.”-Tim Wu, Columbia Law SchoolLIMITED DISCRIMINATION WITHOUT QOS TIERING“United States lawmakers have introduced bills that would allow quality of service discrimination as long as no special fee is charged for higher-quality service.”LIMITED DISCRIMINATION AND TIERING“This approach allows higher fees for QoS as long as there is no exclusivity in service contracts. According to Tim Berners Lee: “If I pay to connect to the Net with a given quality of service, and you pay to connect to the net with the same or higher quality of service, then you and I can communicate across the net, with that quality of service.”[1] “[We] each pay to connect to the Net, but no one can pay for exclusive access to me.”FIRST COME FIRST SERVED“According to Imprint Magazine, Cardozo Law School professor Susan P. Crawford “believes that a neutral Internet must forward packets on a first-come, first served basis, without regard for quality-of-service considerations.”
  • 4. PROJECT STATEMENTThe idea of the campaign would be to raise awareness aboutthe importance of net neutrality. Many people are unaware of howimportant this concept is, and how relevant net neutrality is to theirown lives. In a world of ubiquitous computing, we are connected tothe internet across many devices. The internet supports a multitudeof activities that are essential to carrying on our normal lives andeveryday practices. One of the historically empowering characteristicsof the internet is that anyone can make a name for themselves online.The World Wide Web has been, and continues to be, a constantlyevolving frontier, able to support the activities of even the most noviceof users. With little experience or age, anyone can start a businessonline. Whether that business is focused on monetization or not,the raw the ability to create public, socially relevant and attractivespheres is central to our modern day notions of freedom. Lawsopposing any form of open access to the internet would hinder ourability as a society to progress, and insert ourselves, opinions, andcreativity into the realm of public consumption. In forming mycampaign, I would like to visualize the significance of the internet,and therefore net neutrality, in our everyday lives.
  • 5. THINKINGI would like to insert campaign materials into commonly Target Audience –used spaces, and also pieces of ephemera that exist both I would like my campaign to be centered in major cities, targetingpublicly and privately. young urban professionals who value technology, connectivity, accessibility, freedom of speech and globalization.It would be interesting if companies could band togetherin some way, proving that they are hip enough to care aboutand believe in net neutrality. Tactics – Something to express the ideal of what it would be likeThe idea that net neutrality is a lurking problem should be to live in a tiered world. I would love to incorporate physicalrepresented in some way. components that we see all the time. So let’s say you have stairs in the subway. You could have ads on them that literally“The Commons” is an important idea that must be present. are different colors or lanes, expressing what it would be like to live in a tiered world.While the campaign must of course be print-based, I would like Perhaps stickers of some sort that exist on the bottom of a cup,it to traverse the bounds of “private” and “public,” possibly using or in a somewhat hidden place, but on something that is part oftransmedia and pieces that encourage a participatory audience. the main structure and success of that item. I want to avoid trite uses of media, especially ones that seem relevant to the topic by default.
  • 6. BRANDINGI would like to create an organization called “Commontier”to pose as the sponsor of my campaign.“Commontier” is a play on “commandeer,” “common,” and “tier.”All of these words apply to network neutrality.
  • 7. DESIGN STRATEGYI think it would be interesting to produce a series ofvisuals that would simplify the concept of Net Neutralityfor the uninitiated. These visuals will not dive intotechnical jargon, nor would the purpose of the campaignbe to communicate a level of technical understanding.The point would be to collect a bunch of concepts, and thenreduce them down to their bare elements in a recognizablegraphic style that could share many of the ways in whichNet Neutrality laws could affect you.Public SpacesSubware staircase - tiering on stairs.Speedbumps - literally build speedbumps on sidewalks.Narrowing the sidewalk - people forced to walk slower.KEY WORDSLoading....Slowpoke.Waiting.Sluggish.Slow.Blocked.Tiering.
  • 8. loading....Metro Card Subway Entrance
  • 9. SIP SLOWLY.Coffee Sleeve Speedbump
  • 10. There could be barricades that create a narrower sidewalk,forcing people to go slower. Traffic Signs