Week 3/4

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Week 3/4

  1. 1. COMMONTIER : WEEKS 3 /4TARA MANNNOVEMBER 28, 2011TOPICS : PRINT STUDIO
  2. 2. TOPIC : NETWORK NEUTRALITYNet neutrality is the belief that access to the internet should not be pur-posely tiered in any way. Those against net neutrality would like to chargemore for certain amounts of bandwidth usage,implementing overage charges, etc.Currently, all websites are connected to the internet at a level playing field,and they all get access to the same speeds.Some large cable and telephone companies want to makecertain websites have to pay for their speed, going against thebasic founding principles of the internet itself.A non-neutral internet would not allow smaller sites with limited funding to load atthe same speed as those who are willing to pay more.For the average consumer, new tiered pricing models couldwiden the “digital divide.”
  3. 3. ABSOLUTE NON-DESCRIMINATION“Network neutrality is best defined as a network design principle. The idea is that a maximally usefulpublic 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 aslong 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. Accordingto Tim Berners-Lee: “If I pay to connect to the Net with a given quality of service, and you pay to connectto the net with the same or higher quality of service, then you and I can communicate across the net, withthat quality of service.”[1] “[We] each pay to connect to the Net, but no one can pay for exclusive access tome.”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. 4. ALL INTERNET TRAFFIC SHOULD BE TREATED EQUALLY.
  5. 5. PROJECT STATEMENTThe idea of the campaign would be to raise awareness about the importance of net neutrality.Many people are unaware of how important this concept is, and how relevant net neutrality is totheir own lives. In a world of ubiquitous computing, we are connected to the internet across manydevices. The internet supports a multitude of activities that are essential to carrying on our normal livesand everyday practices. One of the historically empowering characteristics of the internet is that anyonecan 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 novice of users. With little experienceor age, anyone can start a business online. Whether that business is focused on monetization or not,the raw the ability to create public, socially relevant and attractive spheres is central to our modern daynotions of freedom. Laws opposing any form of open access to the internet would hinder our ability as asociety to progress, and insert ourselves, opinions, and creativity into the realm of public consumption.In forming my campaign, I would like to visualize the significance of the internet, and therefore netneutrality, in our everyday lives.
  6. 6. POSSIBILITIESI would like to insert campaign materials into commonly used spaces,and also pieces of ephemera that exist both publicly and privately.It would be interesting if companies could band together in some way,proving that they are hip enough to care about and believe in net neutrality.The idea that net neutrality is a lurking problem should be represented in some way.“The Commons” is an important idea that must be present.While the campaign must of course be print-based, I would like it to traversethe bounds of “private” and “public,” possibly using transmedia and pieces thatencourage a participatory audience.
  7. 7. TARGET AUDIENCEI would like my campaign to be centered in major cities.I’m not entirely sure how specific my target audience would be at thispoint, because I feel like the topic is relevant to just about anyone.(I’m still figuring this out!)
  8. 8. TACTICSSomething to express the ideal of what it would be like to live in a tiered world. I wouldlove to incorporate physical components that we see all the time. So let’s say you havestairs in the subway. You could have ads on them that literally are different colors orlanes, expressing what it would be liketo live in a tiered world.Perhaps stickers of some sort that exist on the bottom of a cup, or ina somewhat hidden place, but on something that is part of the mainstructure and success of that item.I want to avoid trite uses of media, especially ones that seem relevant tothe topic by default.
  9. 9. BRANDINGI would like to create an organization called “Commontier” to pose asthe sponsor of my campaign.“Commontier” is a play on “commandeer,” “common,” and “tier.”All of these words apply to my topic.
  10. 10. DESIGN STRATEGY
  11. 11. PUBLIC SPACES- Subware staircase - tiering on stairs.- Speedbumps - literally build speedbumps on sidewalks- Narrowing the sidewalk - people forced to walk slower These ideas are okay, but kind of lame.
  12. 12. RETHINKING MY STRATEGY
  13. 13. I think it would be interesting to produce a series of visuals thatwould simplify the concept of Net Neutrality for theuninitiated. These visuals will not dive into technical jargon, norwould the purpose of the campaign be to communicate a level oftechnical understanding.The point would be to collect a bunch of concepts, and then reducethem down to their bare elements in a recognizable graphic stylethat could share many of the ways in which Net Neutrality lawscould affect you.
  14. 14. KEY WORDSLoading....Slowpoke.Waiting.Sluggish.
  15. 15. loading....
  16. 16. SIP SLOWLY.
  17. 17. There could be barricades that create a narrower sidewalk,forcing people to go slower.

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