The document discusses how interactive media and the internet can change value systems. It gives examples of how open access to information online makes it difficult to enforce traditional values around intellectual property and privacy. As technologies increase transparency and porousness of information, they challenge established social and organizational value systems and norms of behavior. Both individuals and institutions may feel pressure to justify values in new ways or see their values shift due to these technology-driven changes.

1. Changes to value systems as a result of interactive media David Phillips

2. Learning outcomes 1. To assess the degree to which individuals are able and willing to undertake illegal or immoral activities online 2. To discuss the implications of this for society and for organisations

3. An Anomalous Picture 1 1. A brand-new PhD recipient proudly tells his mother he has just published his first article. She asks him how much he was paid for it. He makes a face and tells her "nothing," and then begins a long, complicated explanation... 2. A fellow-researcher at that same university sees a reference to that same article. He goes to their library to get it: "It's not subscribed to here. We can't afford that journal. (Our subscription/license/loan/copy budget is already overspent)" 3. An undergraduate at that same university sees the same article cited on the Web. He clicks on it. The publisher's website demands a password: "Access Denied:Only pre-paid subscribing/licensed institutions have access to this journal." 4. The undergraduate loses patience, gets bored, and clicks on Napsterto grab an MP3 file of his favourite bootleg CD to console him in his sorrows.

4. An Anomalous Picture 2 5. Years later, the same PhD is being considered for tenure. His publications are good, but they're not cited enough; they have not made enough of a "research impact." Tenure denied. 6. Same thing happens when he tries to get a research grant: His research findings have not had enough of an impact: Not enough researchers have read, built upon and cited them. Funding denied. 7. He decides to write a book instead. Book publishers decline to publish it: "It wouldn't sell enough copies because not enough universities have enough money to pay for it. (Their purchasing budgets are tied up paying for their inflating annual journal subscription/license/loan costs...)"

5. An Anomalous Picture 3 8. He tries to put his articles up on the Web, free for all, to increase their impact. His publisher threatens to sue him and his server-provider for violation of copyright. 9. He asks his publisher: "Who is this copyright intended to protect?" His publisher replies: "You!" What is wrong with this picture? (And why is the mother of the PhD whose give-away work people cannot steal, even though he wants them to, in the same boat as the mother of the recording artist whose non-give-away work they can and do steal, even though he does not want them to?) Source: Stevan Harnad http://www.ecs.soton.ac.uk/~harnad/Tp/resolution.htm#Picture

6. The Gutenberg effect Johannes Gutenberg (c. 1398 – c. February 3, 1468) goldsmith and inventor is usually considered to have invented the European technology of printing with movable type in 1447. A similar printing technology was known in Korea and China by at least in 1234, The ability to produce many copies of a new book was a revolution in Europe – and cause a few plus a number of wars

7. The Value System A value system refers to how an individual or a group of individuals organize their ethical or ideological values. A well-defined value system is a moral code. In politics: http://news.xinhuanet.com/english/2006-10/18/content_5220576.htm In Business: Wenstøp, Fred and Myrmel, Arild (2006). Structuring organizational value statements. Norwegian School of Management BI. Oslo. In a University http://www.adec.edu/clemson/papers/weiser.html

8. The Internet effect Transparency More information is made available to gain competitive advantage – the interaction exposes its value system Porosity Information about people and institutions is 'leaked' or becomes available because of technologies – to expose the internal application of value systems Agency Value systems are changed by people, technologies or combinations of both

9. Social/self justification The system is wrong (social value system dissonance e.g. MP3) Avoiding the value system is easy (e.g. illegal or corrupt, viruses, grooming, multiple personalities)

10. Cyber Crime Economic and cybercrime have come of age in a digital society where we now entrust our identity and finances on a daily basis to organisations across the world. http://www.silicon.com/research/specialreports/ecrime/0,3800011283,39152955,00.htm

11. Value Systems threatened 1 ID Theft Online Fraud Identity Theft Online Crime Email Fraud Phishing x Spoofing x Typical source for information http://www.legalday.co.uk/current/cybercrime.htm

12. Value Systems threatened 2 Intellectual property Copyright Trademarks Software Plagiarism x Role of Creative Commons

13. Value Systems threatened 3 Identity Theft ( Fraud ) Personal abuse (including children) Blackmail Attacks on cultures

14. Options Controls Legal sanction Policing 'Moral Majority' watchdogs Corporate and personal hygiene

15. Learning outcomes 1. To assess the degree to which individuals are able and willing to undertake illegal or immoral activities online 2. To discuss the implications of this for society and for organisations

16. Additional reading Kessler International Technology to detect copyright infringement Examples over 5 years old Internet watch