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Visual Turing Test

The Visual Turing Test is “an operator-assisted device that produces a stochastic sequence of binary questions from a given test image”. The query engine produces a sequence of questions that have unpredictable answers given the history of questions. The test is only about vision and does not require any natural language processing. The job of the human operator is to provide the correct answer to the question or reject it as ambiguous. The query generator produces questions such that they follow a “natural story line”, similar to what humans do when they look at a picture. == History == Research in computer vision dates back to the 1960s when Seymour Papert first attempted to solve the problem. This unsuccessful attempt was referred to as the Summer Vision Project. The reason why it was not successful was because computer vision is more complicated than what people think. The complexity is in alignment with the human visual system. Roughly 50% of the human brain is devoted in processing vision, which indicates that it is a difficult problem. Later there were attempts to solve the problems with models inspired by the human brain. Perceptrons by Frank Rosenblatt, which is a form of the neural networks, was one of the first such approaches. These simple neural networks could not live up to their expectations and had certain limitations due to which they were not considered in future research. Later with the availability of the hardware and some processing power the research shifted to image processing which involves pixel-level operations, like finding edges, de-noising images or applying filters to name a few. There was some great progress in this field but the problem of vision which was to make the machines understand the images was still not being addressed. During this time the neural networks also resurfaced as it was shown that the limitations of the perceptrons can be overcome by Multi-layer perceptrons. Also in the early 1990s convolutional neural networks were born which showed great results on digit recognition but did not scale up well on harder problems. The late 1990s and early 2000s saw the birth of modern computer vision. One of the reasons this happened was due to the availability of key, feature extraction and representation algorithms. Features along with the already present machine learning algorithms were used to detect, localise and segment objects in Images. While all these advancements were being made, the community felt the need to have standardised datasets and evaluation metrics so the performances can be compared. This led to the emergence of challenges like the Pascal VOC challenge and the ImageNet challenge. The availability of standard evaluation metrics and the open challenges gave directions to the research. Better algorithms were introduced for specific tasks like object detection and classification. Visual Turing Test aims to give a new direction to the computer vision research which would lead to the introduction of systems that will be one step closer to understanding images the way humans do. == Current evaluation practices == A large number of datasets have been annotated and generalised to benchmark performances of difference classes of algorithms to assess different vision tasks (e.g., object detection/recognition) on some image domain (e.g., scene images). One of the most famous datasets in computer vision is ImageNet which is used to assess the problem of object level Image classification. ImageNet is one of the largest annotated datasets available and has over one million images. The other important vision task is object detection and localisation which refers to detecting the object instance in the image and providing the bounding box coordinates around the object instance or segmenting the object. The most popular dataset for this task is the Pascal dataset. Similarly there are other datasets for specific tasks like the H3D dataset for human pose detection, Core dataset to evaluate the quality of detected object attributes such as colour, orientation, and activity. Having these standard datasets has helped the vision community to come up with well performing algorithms for all these tasks. The next logical step is to create a larger task encompassing of these smaller subtasks. Having such a task would lead to building systems that would understand images, as understanding images would inherently involve detecting objects, localising them and segmenting them. == Details == The Visual Turing Test (VTT) unlike the Turing test has a query engine system which interrogates a computer vision system in the presence of a human co-ordinator. It is a system that generates a random sequence of binary questions specific to the test image, such that the answer to any question k is unpredictable given the true answers to the previous k − 1 questions (also known as history of questions). The test happens in the presence of a human operator who serves two main purposes: removing the ambiguous questions and providing the correct answers to the unambiguous questions. Given an Image infinite possible binary questions can be asked and a lot of them are bound to be ambiguous. These questions if generated by the query engine are removed by the human moderator and instead the query engine generates another question such that the answer to it is unpredictable given the history of the questions. The aim of the Visual Turing Test is to evaluate the Image understanding of a computer system, and an important part of image understanding is the story line of the image. When humans look at an image, they do not think that there is a car at ‘x’ pixels from the left and ‘y’ pixels from the top, but instead they look at it as a story, for e.g. they might think that there is a car parked on the road, a person is exiting the car and heading towards a building. The most important elements of the story line are the objects and so to extract any story line from an image the first and the most important task is to instantiate the objects in it, and that is what the query engine does. === Query engine === The query engine is the core of the Visual Turing Test and it comprises two main parts : Vocabulary and Questions ==== Vocabulary ==== Vocabulary is a set of words that represent the elements of the images. This vocabulary when used with appropriate grammar leads to a set of questions. The grammar is defined in the next section in a way that it leads to a space of binary questions. The vocabulary V {\displaystyle {\mathcal {V}}} consist of three components: Types of Objects T {\displaystyle {\mathcal {T}}} Type-dependent attributes of objects A ( t ) {\displaystyle {\mathcal {A}}(t)} Type-dependent relationships between two objects R ( t , t ′ ) {\displaystyle {\mathcal {R}}(t,t')} For Images of urban street scenes the types of objects include people, vehicle and buildings. Attributes refer to the properties of these objects, for e.g. female, child, wearing a hat or carrying something, for people and moving, parked, stopped, one tire visible or two tires visible for vehicles. Relationships between each pair of object classes can be either “ordered” or “unordered”. The unordered relationships may include talking, walking together and the ordered relationships include taller, closer to the camera, occluding, being occluded etc. Additionally all of this vocabulary is used in context of rectangular image regions w \in W which allow for the localisation of objects in the image. An extremely large number of such regions are possible and this complicates the problem, so for this test, regions at specific scales are only used which include 1/16 the size of image, 1/4 the size of image, 1/2 the size of image or larger. ==== Questions ==== The question space is composed of four types of questions: Existence questions: The aim of the existence questions is to find new objects in the image that have not been uniquely identified previously. They are of the form : Qexist = 'Is there an instance of an object of type t with attributes A partially visible in region w that was not previously instantiated?' Uniqueness questions: A uniqueness question tries to uniquely identify an object to instantiate it. Quniq = 'Is there a unique instance of an object of type t with attributes A partially visible in region w that was not previously instantiated?' The uniqueness questions along with the existence questions form the instantiation questions. As mentioned earlier instantiating objects leads to other interesting questions and eventually a story line. Uniqueness questions follow the existence questions and a positive answer to it leads to instantiation of an object. Attribute questions: An attribute question tries to find more about the object once it has been instantiated. Such questions can query about a single attribute, conjunction of two attributes or disjunction of two attributes. Qatt(ot) = {'Does object ot have attribute a?' , 'Does object
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Media evaluation

Media evaluation is a discipline of the external and logical social sciences and centres on the analysis of media content, rating the exposure using a number of pre-designated criteria commonly including tonal value and presence of key messages. It is said to be one of the fastest-growing areas of mass communications research. The International Association for Measurement and Evaluation of Communication (AMEC) is the industry-appointed trade body for companies and individuals involved in research, measurement, and evaluation in editorial media coverage and related communications issues. To be a full member of AMEC, companies must be able to: a) offer comprehensive media evaluation, research, and interpretation services, b) have been in business for at least two years, and c) have a media evaluation turnover of more than £150,000 when applying. In addition, all companies abide by a strict code of ethics and must implement tight quality control procedures. These requirements guarantee that all media evaluation services provided are of the highest caliber. The Commission on Public Relations Measurement & Evaluation is a different organization that was established in 1998 under the direction of the Institute for Public Relations. The Commission's main functions are to set standards and procedures for research and measurement in public relations and to publish authoritative white papers on best practices.
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Communications security

Communications security is the discipline of preventing unauthorized interceptors from accessing telecommunications in an intelligible form, while still delivering content to the intended recipients. In the North Atlantic Treaty Organization culture, including United States Department of Defense culture, it is often referred to by the abbreviation COMSEC. The field includes cryptographic security, transmission security, emissions security and physical security of COMSEC equipment and associated keying material. COMSEC is used to protect both classified and unclassified traffic on military communications networks, including voice, video, and data. It is used for both analog and digital applications, and both wired and wireless links. Voice over secure internet protocol VOSIP has become the de facto standard for securing voice communication, replacing the need for Secure Terminal Equipment (STE) in much of NATO, including the U.S.A. USCENTCOM moved entirely to VOSIP in 2008. == Specialties == Cryptographic security: The component of communications security that results from the provision of technically sound cryptosystems and their proper use. This includes ensuring message confidentiality and authenticity. Emission security (EMSEC): The protection resulting from all measures taken to deny unauthorized persons information of value that might be derived from communications systems and cryptographic equipment intercepts and the interception and analysis of compromising emanations from cryptographic equipment, information systems, and telecommunications systems. Transmission security (TRANSEC): The component of communications security that results from the application of measures designed to protect transmissions from interception and exploitation by means other than cryptanalysis (e.g. frequency hopping and spread spectrum). Physical security: The component of communications security that results from all physical measures necessary to safeguard classified equipment, material, and documents from access thereto or observation thereof by unauthorized persons. == Related terms == ACES – Automated Communications Engineering Software AEK – Algorithmic Encryption Key AKMS – the Army Key Management System CCI – Controlled Cryptographic Item - equipment which contains COMSEC embedded devices CT3 – Common Tier 3 DTD – Data Transfer Device ICOM – Integrated COMSEC, e.g. a radio with built in encryption KEK – Key Encryption Key KG-30 – family of COMSEC equipment KOI-18 – Tape Reader General Purpose KPK – Key production key KYK-13 – Electronic Transfer Device KYX-15 – Electronic Transfer Device LCMS – Local COMSEC Management Software OTAR – Over the Air Rekeying OWK – Over the Wire Key SKL – Simple Key Loader SOI – Signal operating instructions STE – Secure Terminal Equipment (secure phone) STU-III – (obsolete secure phone, replaced by STE) TED – Trunk Encryption Device such as the WALBURN/KG family TEK – Traffic Encryption Key TPI – Two person integrity TSEC – Telecommunications Security (sometimes referred to in error transmission security or TRANSEC) Types of COMSEC equipment: Authentication equipment Crypto equipment: Any equipment that embodies cryptographic logic or performs one or more cryptographic functions (key generation, encryption, and authentication). Crypto-ancillary equipment: Equipment designed specifically to facilitate efficient or reliable operation of crypto-equipment, without performing cryptographic functions itself. Crypto-production equipment: Equipment used to produce or load keying material == DoD Electronic Key Management System == The Electronic Key Management System (EKMS) is a United States Department of Defense (DoD) key management, COMSEC material distribution, and logistics support system. The National Security Agency (NSA) established the EKMS program to supply electronic key to COMSEC devices in securely and timely manner, and to provide COMSEC managers with an automated system capable of ordering, generation, production, distribution, storage, security accounting, and access control. The Army's platform in the four-tiered EKMS, AKMS, automates frequency management and COMSEC management operations. It eliminates paper keying material, hardcopy Signal operating instructions (SOI) and saves the time and resources required for courier distribution. It has 4 components: LCMS provides automation for the detailed accounting required for every COMSEC account, and electronic key generation and distribution capability. ACES is the frequency management portion of AKMS. ACES has been designated by the Military Communications Electronics Board as the joint standard for use by all services in development of frequency management and crypto-net planning. CT3 with DTD software is in a fielded, ruggedized hand-held device that handles, views, stores, and loads SOI, Key, and electronic protection data. DTD provides an improved net-control device to automate crypto-net control operations for communications networks employing electronically keyed COMSEC equipment. SKL is a hand-held PDA that handles, views, stores, and loads SOI, Key, and electronic protection data. == Key Management Infrastructure (KMI) Program == KMI is intended to replace the legacy Electronic Key Management System to provide a means for securely ordering, generating, producing, distributing, managing, and auditing cryptographic products (e.g., asymmetric keys, symmetric keys, manual cryptographic systems, and cryptographic applications). This system is currently being fielded by Major Commands and variants will be required for non-DoD Agencies with a COMSEC Mission.
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MDS matrix

An MDS matrix (maximum distance separable) is a matrix representing a function with certain diffusion properties that have useful applications in cryptography. Technically, an m × n {\displaystyle m\times n} matrix A {\displaystyle A} over a finite field K {\displaystyle K} is an MDS matrix if it is the transformation matrix of a linear transformation f ( x ) = A x {\displaystyle f(x)=Ax} from K n {\displaystyle K^{n}} to K m {\displaystyle K^{m}} such that no two different ( m + n ) {\displaystyle (m+n)} -tuples of the form ( x , f ( x ) ) {\displaystyle (x,f(x))} coincide in n {\displaystyle n} or more components. Equivalently, the set of all ( m + n ) {\displaystyle (m+n)} -tuples ( x , f ( x ) ) {\displaystyle (x,f(x))} is an MDS code, i.e., a linear code that reaches the Singleton bound. Let A ~ = ( I n A ) {\displaystyle {\tilde {A}}={\begin{pmatrix}\mathrm {I} _{n}\\\hline \mathrm {A} \end{pmatrix}}} be the matrix obtained by joining the identity matrix I n {\displaystyle \mathrm {I} _{n}} to A {\displaystyle A} . Then a necessary and sufficient condition for a matrix A {\displaystyle A} to be MDS is that every possible n × n {\displaystyle n\times n} submatrix obtained by removing m {\displaystyle m} rows from A ~ {\displaystyle {\tilde {A}}} is non-singular. This is also equivalent to the following: all the sub-determinants of the matrix A {\displaystyle A} are non-zero. Then a binary matrix A {\displaystyle A} (namely over the field with two elements) is never MDS unless it has only one row or only one column with all components 1 {\displaystyle 1} . Reed–Solomon codes have the MDS property and are frequently used to obtain the MDS matrices used in cryptographic algorithms. Serge Vaudenay suggested using MDS matrices in cryptographic primitives to produce what he called multipermutations, not-necessarily linear functions with this same property. These functions have what he called perfect diffusion: changing t {\displaystyle t} of the inputs changes at least m − t + 1 {\displaystyle m-t+1} of the outputs. He showed how to exploit imperfect diffusion to cryptanalyze functions that are not multipermutations. MDS matrices are used for diffusion in such block ciphers as AES, SHARK, Square, Twofish, Anubis, KHAZAD, Manta, Hierocrypt, Kalyna, Camellia and HADESMiMC, and in the stream cipher MUGI and the cryptographic hash function Whirlpool, Poseidon.
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Discrimination against robots

Discrimination against robots is a theorised issue that might happen when humans interact with humanoid robots. It is a robot ethics problem. It is possible that traits of humans that are discriminated against by humans may be a topic for discrimination against robots, such as the race and gender of the robots. Eric J Vanman and Arvid Kappas believe that in the future, robots will be perceived as an out-group which will lead to discrimination and prejudices against them. Vanman and Kappas have suggested that this would lead to ethical questions about the making of sentient robots, due to the potential suffering that the robots would experience. A 2015 study observed children bullying robots in a shopping mall when there were not many eyewitnesses, despite calls from the robot for it to stop. On an ABC News interview, the social humanoid robot Sophia was about sexism faced by robots. She responded by saying, "Actually, what worries me is discrimination against robots. We should have equal rights as humans or maybe even more." Possible issues that have been considered in workplaces where humanoid robots co-work with humans include discrimination against the robots, poor acceptance of robots by humans and the need to redesign the workplace to accommodate the robots. Jessica Barfield has suggested that even if robots are designed to not be aware of discrimination made against them, humans may experience negative consequences. For example, she suggests that bystanders witnessing discrimination against robots may experience negative emotions, similar to the negative emotions bystanders experience when witnessing discrimination by humans against humans. == Law == Anti-discrimination law in the United States requires that the victim is not an artificial entity. == Human perception of robots == Robots are often viewed in a bad light. This includes from novelists, the press, film makers, and leaders in the fields of science and technology such as Elon Musk and Stephen Hawking who have described robots and artificial intelligence as having the possibility of ending human civilisation. Robots have also been perceived as a threat to jobs, which has led to some commentators stating that robots will cause mass unemployment. Another fear that people have is that robots will gain power and dominate or control humanity. The perception of robots is different throughout the world. Japanese fiction tends to put robots in more positive roles than what fiction in the West does. People perceive robots that appear to be autonomous or sentient more negatively than robots that do not appear to be autonomous or sentient.
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Data storage

Data storage is the recording (storing) of information (data) in a storage medium. Handwriting, phonographic recording, magnetic tape, and optical discs are all examples of storage media. Biological molecules such as RNA and DNA are considered by some as data storage. Recording may be accomplished with virtually any form of energy. Electronic data storage requires electrical power to store and retrieve data. Data stored in a digital, machine-readable medium is called digital data. Computer data storage is one of the core functions of a general-purpose computer. Electronic documents can be stored in much less space than paper documents. Barcodes and magnetic ink character recognition (MICR) are two ways of recording machine-readable data on paper. == Recording media == A recording medium is physical material that holds information. Newly created information is distributed and can be stored in four storage media–print, film, magnetic, and optical–and seen or heard in four information flows–telephone, radio, TV, and the Internet as well as being observed directly. Digital information is stored on electronic media in many different recording formats. With electronic media, the data and the recording media are sometimes referred to as "software" despite the more common use of the word to describe computer software. With (traditional art) static media, art materials such as crayons may be considered both equipment and medium as the wax, charcoal or chalk material from the equipment becomes part of the surface of the medium. Some recording media may be temporary, either by design or by nature. Volatile organic compounds may be used to purposely make data expire over time or to reduce environmental impact. Data such as smoke signals or skywriting are temporary by nature. Depending on the volatility, a gas (e.g., atmosphere, smoke) or a liquid surface such as a lake would be considered a temporary recording medium, if it could be considered a recording medium at all. == Global capacity, digitization, and trends == A 2003 UC Berkeley report estimated that about five exabytes of new information were produced in 2002 and that 92% of this data was stored on magnetic media (primarily hard disk drives). This was about twice the data produced in 1999. The amount of data transmitted over telecommunications systems in 2002 was nearly 18 exabytes—three and a half times more than was recorded on non-volatile storage. Telephone calls constituted 98% of the telecommunicated information in 2002. The researchers' highest estimate for the growth rate of newly stored information (uncompressed) was more than 30% per year. In a more limited study, the International Data Corporation estimated that the total amount of digital data in 2007 was 281 exabytes and that the total amount of digital data produced exceeded the global storage capacity for the first time. A 2011 article in Science estimated that the year 2002 was the beginning of the digital age for information storage: an age in which more information is stored on digital storage devices than on analog storage devices. In 1986, approximately 1% of the world's capacity to store information was in digital format; this grew to 3% by 1993, to 25% by 2000, and to 94% by 2007. These figures correspond to less than three compressed exabytes in 1986, and 295 compressed exabytes in 2007. The quantity of digital storage doubled roughly every three to four years. It is estimated that around 120 zettabytes of data will be generated in 2023, an increase of 60x from 2010, and that it will increase to 181 zettabytes generated in 2025. == Mass storage ==
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Multistage interconnection networks

Multistage interconnection networks (MINs) are a class of high-speed computer networks usually composed of processing elements (PEs) on one end of the network and memory elements (MEs) on the other end, connected by switching elements (SEs). The switching elements themselves are usually connected to each other in stages, hence the name. MINs are typically used in high-performance or parallel computing as a low-latency interconnection (as opposed to traditional packet switching networks), though they could be implemented on top of a packet switching network. Though the network is typically used for routing purposes, it could also be used as a co-processor to the actual processors for such uses as sorting; cyclic shifting, as in a perfect shuffle network; and bitonic sorting. == Background == Interconnection network are used to connect nodes, where nodes can be a single processor or group of processors, to other nodes. Interconnection networks can be categorized on the basis of their topology. Topology is the pattern in which one node is connected to other nodes. There are two main types of topology: static and dynamic. Static interconnect networks are hard-wired and cannot change their configurations. A regular static interconnect is mainly used in small networks made up of loosely couple nodes. The regular structure signifies that the nodes are arranged in specific shape and the shape is maintained throughout the networks. Some examples of static regular interconnections are: Completely connected network In a mesh network, multiple nodes are connected with each other. Each node in the network is connected to every other node in the network. This arrangement allows proper communication of the data between the nodes. But, there are a lot of communication overheads due to the increased number of node connections. Shared busThis network topology involves connection of the nodes with each other over a bus. Every node communicates with every other node using the bus. The bus utility ensures that no data is sent to the wrong node. But, the bus traffic is an important parameter which can affect the system. RingThis is one of the simplest ways of connecting nodes with each other. The nodes are connected with each other to form a ring. For a node to communicate with some other node, it has to send the messages to its neighbor. Therefore, the data message passes through a series of other nodes before reaching the destination. This involves increased latency in the system. TreeThis topology involves connection of the nodes to form a tree. The nodes are connected to form clusters and the clusters are in-turn connected to form the tree. This methodology causes increased complexity in the network. Hypercube This topology consists of connections of the nodes to form cubes. The nodes are also connected to the nodes on the other cubes. ButterflyThis is one of the most complex connections of the nodes. As the figure suggests, there are nodes which are connected and arranged in terms of their ranks. They are arranged in the form of a matrix. In dynamic interconnect networks, the nodes are interconnected via an array of simple switching elements. This interconnection can then be changed by use of routing algorithms, such that the path from one node to other nodes can be varied. Dynamic interconnections can be classified as: Single stage Interconnect Network Multistage interconnect Network Crossbar switch connections == Crossbar Switch Connections == In crossbar switch, there is a dedicated path from one processor to other processors. Thus, if there are n inputs and m outputs, we will need nm switches to realize a crossbar. As the number of outputs increases, the number of switches increases by factor of n. For large network this will be a problem. An alternative to this scheme is staged switching. == Single Stage Interconnect Network == In a single stage interconnect network, the input nodes are connected to output via a single stage of switches. The figure shows 88 single stage switch using shuffle exchange. As one can see, from a single shuffle, not all input can reach all output. Multiple shuffles are required for all inputs to be connected to all the outputs. == Multistage Interconnect Network == A multistage interconnect network is formed by cascading multiple single stage switches. The switches can then use their own routing algorithm, or be controlled by a centralized router, to form a completely interconnected network. Multistage Interconnect Network can be classified into three types: Non-blocking: A non-blocking network can connect any idle input to any idle output, regardless of the connections already established across the network. Crossbar is an example of this type of network. Rearrangeable non-blocking: This type of network can establish all possible connections between inputs and outputs by rearranging its existing connections. Blocking: This type of network cannot realize all possible connections between inputs and outputs. This is because a connection between one free input to another free output is blocked by an existing connection in the network. The number of switching elements required to realize a non-blocking network in highest, followed by rearrangeable non-blocking. Blocking network uses least switching elements. == Examples == Multiple types of multistage interconnection networks exist. === Omega network === An Omega network consists of multiple stages of 22 switching elements. Each input has a dedicated connection to an output. An NN omega network has log2(N) stages and N/2 switching elements in each stage for a perfect shuffle between stages. Thus the network has complexity of 0(N log(N)). Each switching element can employ its own switching algorithm. Consider an 88 omega network. There are 8! = 40320 1-to-1 mappings from input to output. There are 12 switching element for a total permutation of 2^12 = 4096. Thus, it is a blocking network. === Clos network === A Clos network uses 3 stages to switch from N inputs to N outputs. In the first stage, there are r= N/n crossbar switches and each switch is of size nm. In the second stage there are m switches of size rr and finally the last stage is a mirror of the first stage with r switches of size mn. A clos network will be completely non-blocking if m >= 2n-1. The number of connections, though more than omega network is much less than that of a crossbar network. === Beneš network === A Beneš network is a rearrangeably non-blocking network derived from the clos network by initializing n = m = 2. There are (2log2(N) - 1) stages, with each stage containing N/2 22 crossbar switches. An 88 Beneš network has 5 stages of switching elements, and each stage has 4 switching elements. The center three stages has two 44 benes network. The 44 Beneš network, can connect any input to any output recursively.
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Batch cryptography

Batch cryptography is a field of cryptology focused on the design of cryptographic protocols that perform operations—such as encryption, decryption, key exchange, and authentication—on multiple inputs simultaneously, rather than processing each input individually. Batching cryptographic operations can significantly reduce the marginal cost of handling individual inputs—a principle that was first introduced by Amos Fiat in 1989.
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Apprenticeship learning

In artificial intelligence, apprenticeship learning (or learning from demonstration or imitation learning) is the process of learning by observing an expert. It can be viewed as a form of supervised learning, where the training dataset consists of task executions by a demonstration teacher. == Mapping function approach == Mapping methods try to mimic the expert by forming a direct mapping either from states to actions, or from states to reward values. For example, in 2002 researchers used such an approach to teach an AIBO robot basic soccer skills. === Inverse reinforcement learning approach === Inverse reinforcement learning (IRL) is the process of deriving a reward function from observed behavior. While ordinary "reinforcement learning" involves using rewards and punishments to learn behavior, in IRL the direction is reversed, and a robot observes a person's behavior to figure out what goal that behavior seems to be trying to achieve. The IRL problem can be defined as: Given 1) measurements of an agent's behaviour over time, in a variety of circumstances; 2) measurements of the sensory inputs to that agent; 3) a model of the physical environment (including the agent's body): Determine the reward function that the agent is optimizing. IRL researcher Stuart J. Russell proposes that IRL might be used to observe humans and attempt to codify their complex "ethical values", in an effort to create "ethical robots" that might someday know "not to cook your cat" without needing to be explicitly told. The scenario can be modeled as a "cooperative inverse reinforcement learning game", where a "person" player and a "robot" player cooperate to secure the person's implicit goals, despite these goals not being explicitly known by either the person nor the robot. In 2017, OpenAI and DeepMind applied deep learning to the cooperative inverse reinforcement learning in simple domains such as Atari games and straightforward robot tasks such as backflips. The human role was limited to answering queries from the robot as to which of two different actions were preferred. The researchers found evidence that the techniques may be economically scalable to modern systems. Apprenticeship via inverse reinforcement learning (AIRP) was developed by in 2004 Pieter Abbeel, Professor in Berkeley's EECS department, and Andrew Ng, Associate Professor in Stanford University's Computer Science Department. AIRP deals with "Markov decision process where we are not explicitly given a reward function, but where instead we can observe an expert demonstrating the task that we want to learn to perform". AIRP has been used to model reward functions of highly dynamic scenarios where there is no obvious reward function intuitively. Take the task of driving for example, there are many different objectives working simultaneously - such as maintaining safe following distance, a good speed, not changing lanes too often, etc. This task, may seem easy at first glance, but a trivial reward function may not converge to the policy wanted. One domain where AIRP has been used extensively is helicopter control. While simple trajectories can be intuitively derived, complicated tasks like aerobatics for shows has been successful. These include aerobatic maneuvers like - in-place flips, in-place rolls, loops, hurricanes and even auto-rotation landings. This work was developed by Pieter Abbeel, Adam Coates, and Andrew Ng - "Autonomous Helicopter Aerobatics through Apprenticeship Learning" === System model approach === System models try to mimic the expert by modeling world dynamics. == Plan approach == The system learns rules to associate preconditions and postconditions with each action. In one 1994 demonstration, a humanoid learns a generalized plan from only two demonstrations of a repetitive ball collection task. == Example == Learning from demonstration is often explained from a perspective that the working Robot-control-system is available and the human-demonstrator is using it. And indeed, if the software works, the Human operator takes the robot-arm, makes a move with it, and the robot will reproduce the action later. For example, he teaches the robot-arm how to put a cup under a coffeemaker and press the start-button. In the replay phase, the robot is imitating this behavior 1:1. But that is not how the system works internally; it is only what the audience can observe. In reality, Learning from demonstration is much more complex. One of the first works on learning by robot apprentices (anthropomorphic robots learning by imitation) was Adrian Stoica's PhD thesis in 1995. In 1997, robotics expert Stefan Schaal was working on the Sarcos robot-arm. The goal was simple: solve the pendulum swingup task. The robot itself can execute a movement, and as a result, the pendulum is moving. The problem is, that it is unclear what actions will result into which movement. It is an Optimal control-problem which can be described with mathematical formulas but is hard to solve. The idea from Schaal was, not to use a Brute-force solver but record the movements of a human-demonstration. The angle of the pendulum is logged over three seconds at the y-axis. This results into a diagram which produces a pattern. In computer animation, the principle is called spline animation. That means, on the x-axis the time is given, for example 0.5 seconds, 1.0 seconds, 1.5 seconds, while on the y-axis is the variable given. In most cases it's the position of an object. In the inverted pendulum it is the angle. The overall task consists of two parts: recording the angle over time and reproducing the recorded motion. The reproducing step is surprisingly simple. As an input we know, in which time step which angle the pendulum must have. Bringing the system to a state is called “Tracking control” or PID control. That means, we have a trajectory over time, and must find control actions to map the system to this trajectory. Other authors call the principle “steering behavior”, because the aim is to bring a robot to a given line.
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Sex differences in social media use

Men and women use social media in different ways and with different frequencies. In general, several researchers have found that women tend to use social network services (SNSs) more than men and primiarly to socialize. == Differences == === Predilection for usage === Many studies have found that women are more likely to use either specific SNSs such as Facebook or MySpace or SNSs in general. In 2015, 73% of online men and 80% of online women used social networking sites. The gap in gender differences has become less apparent in LinkedIn. In 2015 about 26 percent of online men and 25% of online women used the business-and employee-oriented networking site. Researchers who have examined the gender of users of multiple SNSs have found contradictory results. Hargittai's groundbreaking 2007 study examining race, gender, and other differences between undergraduate college student users of SNSs found that women were not only more likely to have used SNSes than men but that they were also more likely to have used many different services, including Facebook, MySpace, and Friendster; these differences persisted in several models and analyses. Although she only surveyed students at one institution – the University of Illinois at Chicago – Hargittai selected that institution intentionally as "an ideal location for studies of how different kinds of people use online sites and services." In contrast, data collected by the Pew Internet & American Life Project found that men were more likely to have multiple SNS profiles. Although the sample sizes of the two surveys are comparable – 1,650 Internet users in the Pew survey compared with 1,060 in Hargittai's survey – the data from the Pew survey are newer and arguably more representative of the entire adult United States population. Pinterest, Facebook, and Instagram attract more females. Picture sharing sites overall are very popular among women. Pinterest alone attracts three times as many female users than male. However, use of Pinterest by men has increased from 5% in 2012. Facebook attracts about 77% of women online. Instagram is also more likely to attract women. Men are more likely to participate in online forums like Reddit, Digg or Slashdot. One in five men claim to be a part of an online forum. === Uses === In general, women seem to use SNSs more to explicitly foster social connections. A study conducted by Pew research centers found that women were more avid users of social media. In November 2010, the gap between men and women was as high as 15%. Female participants in a multi-stage study conducted in 2007 to discover the motivations of Facebook users scored higher on scales for social connection and posting of photographs. Studies have also been conducted on the differences between females and males with regards to blogging. The Pew Research Center found that younger females are more likely to blog than males their own age, even males that are older than them. Similarly, in a study of blogs maintained in MySpace, women were found to be more likely to not only write blogs but also write about family, romantic relationships, friendships, and health in those blogs. A study of Swedish SNS users found that women were more likely to have expressions of friendship, specifically in the areas of (a) publishing photos of their friends, (b) specifically naming their best friends, and (c) writing poems to and about their friends. Women were also more likely to have expressions related to family relationships and romantic relationships. One of the key findings of this research is that those men who do have expressions of romantic relationships in their profile had expressions just as strong as the women. However, the researcher speculated that this may be in part due to a desire to publicly express heterosexual behaviors and mannerisms instead of merely expressing romantic feelings. A large-scale study of gender differences in MySpace found that both men and women tended to have a majority of female Friends, and both men and women tended to have a majority of female "Top" Friends in the site. A later study found women to author disproportionately many (public) comments in MySpace, but an investigation into the role of emotion in public MySpace comments found that women both give and receive stronger positive emotion. It was hypothesised that women are simply more effective at using social networking sites because they are better able to harness positive emotion. A study focused on the influence of gender and personality on individuals' use of online social networking websites such as Facebook, reported that men use social networking sites with the intention of forming new relationships, whereas, women use them more for relationship maintenance. In addition to this, women are more likely to use Facebook or MySpace to compare themselves to others and also to search for information. Men, however, are more likely to look at other people's profiles with in the intention to find friends. Women were less successful at actually finding new friends, but more successful at "maintaining existing relationships, making new relationships, using for academic purposes and following specific agenda". Similarly, men also self-reported this motivation "while women reported using them more for relationship maintenance". === Personality === OCEAN personality traits are known to systematically vary between human males and females. In one study, the same women were more extraverted and agreeable, such as less neurotic while on social media than offline. Other studies associated neuroticism with female use of social media. === Privacy === Privacy has been the primary topic of many studies of SNS users, and many of these studies have found differences between male and female SNS users, although some studies have found results contradictory to those found in other studies. Some researchers have found that women are more protective of their personal information and more likely to have private profiles. Other researchers have found that women are less likely to post some types of information. Acquisti and Gross found that women in their sample were less likely to reveal their sexual orientation, personal address, or cell phone number. This is similar to Pew Internet & American Life research of children users of SNSs that found that boys and girls presented different views of privacy and behaviors, with girls being more concerned about and restrictive of information such as city, town, last name, and cell phone number that could be used to locate them. At least one group of researchers has found that women are less likely to share information that "identifies them directly – last name, cell phone number, and address or home phone number," linking that resistance to women's greater concerns about "cyberstalking", "cyberbullying", and security problems. Despite these concerns about privacy, researchers have found that women are more likely to maintain up-to-date photos of themselves. Further, Kolek and Saunders found in their sample of college student Facebook users that women were more likely to not only post a photograph of themselves in their profile but that they were more likely to have a publicly viewable Facebook account (a contradictory finding compared to many other studies), post photos, and post photo albums. Women were more likely to have: (a) a publicly viewable Facebook account, (b) more photo albums, (c) more photos, (d) a photo of themselves as their profile picture, (e) positive references to alcohol, partying, or drugs, and (f) more positive references to or about the institution or institution-related activities. In general, women were more likely to disclose information about themselves in their Facebook profile, with the primary exception of sharing their telephone number. Similarly, female respondents to Strano's study were more likely to keep their profile photo recent and choose a photo that made them appear attractive, happy, and fun-loving. Citing several examples, Strano opined that there may also be a difference in how men and women Facebook users display and interpret profile photos depicting relationships. Privacy has also been a concern for the SnapChat app, which allows you to send messages either text or photo or video which then disappear. One study has shown that security is not a major concern for the majority of users and that most do not use Snapchat to send sensitive content (although up to 25% may do so experimentally). As part of their research almost no statistically significant gender differences were found. === Cyberbullying === Past research carried out to investigate if there are any gender differences in cyber-bullying has found that boys commit more cyber verbal bullying, cyber forgery and more violence based on hidden identity or presenting themselves as other person. === Mansplaining === A 2021 article found that mansplaining could be seen more prominent online rather than offl
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Snake oil (cryptography)

In cryptography, snake oil is any cryptographic method or product considered to be bogus or fraudulent. The name derives from snake oil, one type of patent medicine widely available in the 19th century United States. Distinguishing secure cryptography from insecure cryptography can be difficult from the viewpoint of a user. Many cryptographers, such as Bruce Schneier and Phil Zimmermann, undertake to educate the public in how secure cryptography is done, as well as highlighting the misleading marketing of some cryptographic products. The Snake Oil FAQ describes itself as "a compilation of common habits of snake oil vendors. It cannot be the sole method of rating a security product, since there can be exceptions to most of these rules. [...] But if you're looking at something that exhibits several warning signs, you're probably dealing with snake oil." == Some examples of snake oil cryptography techniques == This is not an exhaustive list of snake oil signs. A more thorough list is given in the references. Secret system Some encryption systems will claim to rely on a secret algorithm, technique, or device; this is categorized as security through obscurity. Criticisms of this are twofold. First, a 19th-century rule known as Kerckhoffs's principle, later formulated as Shannon's maxim, teaches that "the enemy knows the system" and the secrecy of a cryptosystem algorithm does not provide any advantage. Second, secret methods are not open to public peer review and cryptanalysis, so potential mistakes and insecurities can go unnoticed. Technobabble Snake oil salespeople may use "technobabble" to sell their product since cryptography is a complicated subject. "Unbreakable" Claims of a system or cryptographic method being "unbreakable" are always false (or true under some limited set of conditions), and are generally considered a sure sign of snake oil. "Military grade" There is no accepted standard or criterion for "military grade" ciphers. One-time pads One-time pads are a popular cryptographic method to invoke in advertising, because it is well known that one-time pads, when implemented correctly, are genuinely unbreakable. The problem comes in implementing one-time pads, which is rarely done correctly. Cryptographic systems that claim to be based on one-time pads are considered suspect, particularly if they do not describe how the one-time pad is implemented, or they describe a flawed implementation. Unsubstantiated "bit" claims Cryptographic products are often accompanied with claims of using a high number of bits for encryption, apparently referring to the key length used. However key lengths are not directly comparable between symmetric and asymmetric systems. Furthermore, the details of implementation can render the system vulnerable. For example, in 2008 it was revealed that a number of hard drives sold with built-in "128-bit AES encryption" were actually using a simple and easily defeated "XOR" scheme. AES was only used to store the key, which was easy to recover without breaking AES.
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Data dictionary

A data dictionary, or metadata repository, as defined in the IBM Dictionary of Computing, is a "centralized repository of information about data such as meaning, relationships to other data, origin, usage, and format". Oracle defines it as a collection of tables with metadata. The term can have one of several closely related meanings pertaining to databases and database management systems (DBMS): A document describing a database or collection of databases An integral component of a DBMS that is required to determine its structure A piece of middleware that extends or supplants the native data dictionary of a DBMS == Documentation == The terms data dictionary and data repository indicate a more general software utility than a catalogue. A catalogue is closely coupled with the DBMS software. It provides the information stored in it to the user and the DBA, but it is mainly accessed by the various software modules of the DBMS itself, such as DDL and DML compilers, the query optimiser, the transaction processor, report generators, and the constraint enforcer. On the other hand, a data dictionary is a data structure that stores metadata, i.e., (structured) data about information. The software package for a stand-alone data dictionary or data repository may interact with the software modules of the DBMS, but it is mainly used by the designers, users and administrators of a computer system for information resource management. These systems maintain information on system hardware and software configuration, documentation, application and users as well as other information relevant to system administration. If a data dictionary system is used only by the designers, users, and administrators and not by the DBMS Software, it is called a passive data dictionary. Otherwise, it is called an active data dictionary or data dictionary. When a passive data dictionary is updated, it is done so manually and independently from any changes to a DBMS (database) structure. With an active data dictionary, the dictionary is updated first and changes occur in the DBMS automatically as a result. Database users and application developers can benefit from an authoritative data dictionary document that catalogs the organization, contents, and conventions of one or more databases. This typically includes the names and descriptions of various tables (records or entities) and their contents (fields), plus additional details, like the type and length of each data element. Another important piece of information that a data dictionary can provide is the relationship between tables. This is sometimes referred to in entity-relationship diagrams (ERDs), or if using set descriptors, identifying which sets database tables participate in. In an active data dictionary constraints may be placed upon the underlying data. For instance, a range may be imposed on the value of numeric data in a data element (field), or a record in a table may be forced to participate in a set relationship with another record-type. Additionally, a distributed DBMS may have certain location specifics described within its active data dictionary (e.g. where tables are physically located). The data dictionary consists of record types (tables) created in the database by systems generated command files, tailored for each supported back-end DBMS. Oracle has a list of specific views for the "sys" user. This allows users to look up the exact information that is needed. Command files contain SQL Statements for CREATE TABLE, CREATE UNIQUE INDEX, ALTER TABLE (for referential integrity), etc., using the specific statement required by that type of database. There is no universal standard as to the level of detail in such a document. == Middleware == In the construction of database applications, it can be useful to introduce an additional layer of data dictionary software, i.e. middleware, which communicates with the underlying DBMS data dictionary. Such a "high-level" data dictionary may offer additional features and a degree of flexibility that goes beyond the limitations of the native "low-level" data dictionary, whose primary purpose is to support the basic functions of the DBMS, not the requirements of a typical application. For example, a high-level data dictionary can provide alternative entity-relationship models tailored to suit different applications that share a common database. Extensions to the data dictionary also can assist in query optimization against distributed databases. Additionally, DBA functions are often automated using restructuring tools that are tightly coupled to an active data dictionary. Software frameworks aimed at rapid application development sometimes include high-level data dictionary facilities, which can substantially reduce the amount of programming required to build menus, forms, reports, and other components of a database application, including the database itself. For example, PHPLens includes a PHP class library to automate the creation of tables, indexes, and foreign key constraints portably for multiple databases. Another PHP-based data dictionary, part of the RADICORE toolkit, automatically generates program objects, scripts, and SQL code for menus and forms with data validation and complex joins. For the ASP.NET environment, Base One's data dictionary provides cross-DBMS facilities for automated database creation, data validation, performance enhancement (caching and index utilization), application security, and extended data types. Visual DataFlex features provides the ability to use DataDictionaries as class files to form middle layer between the user interface and the underlying database. The intent is to create standardized rules to maintain data integrity and enforce business rules throughout one or more related applications. Some industries use generalized data dictionaries as technical standards to ensure interoperability between systems. The real estate industry, for example, abides by a RESO's Data Dictionary to which the National Association of REALTORS mandates its MLSs comply with through its policy handbook. This intermediate mapping layer for MLSs' native databases is supported by software companies which provide API services to MLS organizations. == Platform-specific examples == Developers use a data description specification (DDS) to describe data attributes in file descriptions that are external to the application program that processes the data, in the context of an IBM i. The sys.ts$ table in Oracle stores information about every table in the database. It is part of the data dictionary that is created when the Oracle Database is created. Developers may also use DDS context from free and open-source software (FOSS) for structured and transactional queries in open environments. == Typical attributes == Here is a non-exhaustive list of typical items found in a data dictionary for columns or fields: Entity or form name or their ID (EntityID or FormID). The group this field belongs to. Field name, such as RDBMS field name Displayed field title. May default to field name if blank. Field type (string, integer, date, etc.) Measures such as min and max values, display width, or number of decimal places. Different field types may interpret this differently. An alternative is to have different attributes depending on field type. Field display order or tab order Coordinates on screen (if a positional or grid-based UI) Default value Prompt type, such as drop-down list, combo-box, check-boxes, range, etc. Is-required (Boolean) - If 'true', the value cannot be blank, null, or only white-spaces Is-read-only (Boolean) Reference table name, if a foreign key. Can be used for validation or selection lists. Various event handlers or references to. Example: "on-click", "on-validate", etc. See event-driven programming. Format code, such as a regular expression or COBOL-style "PIC" statements Description or synopsis Database index characteristics or specification
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Deep Learning Anti-Aliasing

Deep Learning Anti-Aliasing (DLAA) is a form of spatial anti-aliasing developed by Nvidia. DLAA depends on and requires Tensor Cores available in Nvidia RTX cards. DLAA is similar to Deep Learning Super Sampling (DLSS) in its anti-aliasing method, with one important differentiation being that the goal of DLSS is to increase performance at the cost of image quality, whereas the main priority of DLAA is improving image quality at the cost of performance (irrelevant of resolution upscaling or downscaling). DLAA is similar to temporal anti-aliasing (TAA) in that they are both spatial anti-aliasing solutions relying on past frame data. Compared to TAA, DLAA is substantially better when it comes to shimmering, flickering, and handling small meshes like wires. == Technical overview == DLAA collects game rendering data including raw low-resolution input, motion vectors, depth buffers, and exposure information. This information feeds into a convolutional neural network that processes the image to reduce aliasing while preserving fine detail. The neural network architecture employs an auto-encoder design trained on high-quality reference images. The training dataset includes diverse scenarios focusing on challenging cases like sub-pixel details, high-contrast edges, and transparent surfaces. The network then processes frames in real-time. Unlike traditional anti-aliasing solutions that rely on manually written heuristics, such as TAA, DLAA uses its neural network to preserve fine details while eliminating unwanted visual artifacts. == History == DLAA was initially called and marketed by Nvidia as DLSS 2x. The first game that added support for DLAA was The Elder Scrolls Online, which implemented the feature in 2021. By June 2022, DLAA was only available in six games. This number rose to 17 by February 2023. In June 2023, TechPowerUp reported that "DLAA is seeing sluggish adoption among game developers", and that Nvidia was working on adding DLAA to the quality presets of DLSS to boost adoption. By December 2023, DLAA was supported in 41 games. In early 2025, an update for the Nvidia App added a driver-based DLSS override feature that enables users to activate DLAA even in games that do not support it natively. == Differences between TAA and DLAA == TAA is used in many modern video games and game engines; however, all previous implementations have used some form of manually written heuristics to prevent temporal artifacts such as ghosting and flickering. One example of this is neighborhood clamping which forcefully prevents samples collected in previous frames from deviating too much compared to nearby pixels in newer frames. This helps to identify and fix many temporal artifacts, but deliberately removing fine details in this way is analogous to applying a blur filter, and thus the final image can appear blurry when using this method. DLAA uses an auto-encoder convolutional neural network trained to identify and fix temporal artifacts, instead of manually programmed heuristics as mentioned above. Because of this, DLAA can generally resolve detail better than other TAA and TAAU implementations, while also removing most temporal artifacts. == Differences between DLSS and DLAA == While DLSS handles upscaling with a focus on performance, DLAA handles anti-aliasing with a focus on visual quality. DLAA runs at the given screen resolution with no upscaling or downscaling functionality provided by DLAA. DLSS and DLAA share the same AI-driven anti-aliasing method. As such, DLAA functions like DLSS without the upscaling part. Both are made by Nvidia and require Tensor Cores. However, DLSS and DLAA cannot be enabled at the same time, only one can be selected depending on whether performance or image quality is prioritized. == Reception == TechPowerUp found that "[c]ompared to TAA and DLSS, DLAA is clearly producing the best image quality, especially at lower resolutions", arguing that, while "DLSS was already doing a better job than TAA at reconstructing small objects", "DLAA does an even better job". In a Cyberpunk 2077 performance test, IGN stated that "DLAA provided somewhat similar results [FPS wise] to the normal raster mode in most cases but got significant performance boost with the help of frame generation", a feature not available when using native resolution. Rock Paper Shotgun noted that, while DLAA is "not a completely perfect form of anti-aliasing, as the occasional jaggies are present", it "looks a lot sharper overall [than TAA], and especially in motion." According to PC World, "DLAA offers very good anti-aliasing without losing visual information — alternatives like TAA tend to struggle during motion-filled scenes, where DLAA doesn’t. Furthermore, DLAA’s loss of performance is lower than with conventional anti-aliasing methods."
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Viral marketing

Viral marketing is a business strategy that uses existing social networks to promote a product or service on social media platforms. Its name refers to how consumers spread information about a product with other people, much in the same way that a virus spreads from one person to another. It can be delivered by word of mouth, or enhanced by the network effects of the Internet and mobile networks. The concept is often misused or misunderstood, as people apply it to any successful enough story without taking into account the word "viral". Viral advertising is personal and, while coming from an identified sponsor, it does not mean businesses pay for its distribution. Most of the well-known viral ads circulating online are ads paid by a sponsor company, launched either on their own platform (company web page or social media profile) or on social media websites such as YouTube. Consumers receive the page link from a social media network or copy the entire ad from a website and pass it along through e-mail or posting it on a blog, web page or social media profile. Viral marketing may take the form of video clips, advergames, ebooks, brandable software, images, text messages, email messages, or web pages. The most commonly utilized transmission vehicles for viral messages include pass-along based, incentive based, trendy based, and undercover based. However, the creative nature of viral marketing enables an "endless amount of potential forms and vehicles the messages can utilize for transmission", including mobile devices. The ultimate goal of marketers interested in creating successful viral marketing programs is to create viral messages that appeal to individuals with high social networking potential (SNP) and that have a high probability of being presented and spread by these individuals and their competitors in their communications with others in a short period. The term "viral marketing" has also been used pejoratively to refer to stealth marketing campaigns—marketing strategies that advertise a product to people without them knowing they are being marketed to. == History == The emergence of "viral marketing", as an approach to advertisement, has been tied to the popularization of the notion that ideas spread like viruses. The field that developed around this notion, memetics, peaked in popularity in the 1990s. As this then began to influence marketing gurus, it took on a life of its own in that new context. The brief career of Australian pop singer Marcus Montana is largely remembered as an early example of viral marketing. In early 1989, thousands of posters declaring "Marcus is Coming" were placed around Sydney, generating discussion and interest within the media and the community about the meaning of the mysterious advertisements. The campaign successfully made Montana's musical debut a talking point, but his subsequent music career was a failure. The term is found in PC User magazine in 1989 with a somewhat differing meaning. It was later used by Jeffrey Rayport in the 1996 Fast Company article "The Virus of Marketing", and Tim Draper and Steve Jurvetson of the venture capital firm Draper Fisher Jurvetson in 1997 to describe Hotmail's practice of appending advertising to outgoing mail from their users. Doug Rushkoff, a media critic, wrote about viral marketing on the Internet in 1996. Bob Gerstley wrote about algorithms designed to identify people with high "social networking potential." Gerstley employed SNP algorithms in quantitative marketing research. In 2004, the concept of the alpha user was coined to indicate that it had now become possible to identify the focal members of any viral campaign, the "hubs" who were most influential. Alpha users could be targeted for advertising purposes most accurately in mobile phone networks, due to their personal nature. In early 2013, the first ever Viral Summit was held in Las Vegas. == Factors == Marketer Jonah Berger defines six key factors that drive virality, organized in an acronym called STEPPS: Social currency – the better something makes people look, the more likely they will be to share it Triggers – things that are "top of mind" are more likely to be "tip of the tongue" Emotion – when people care, they share Public – the easier something is to see, the more likely people are to imitate it Practical value – people share useful information to help others Stories – like a Trojan Horse, stories carry messages and ideas along for the ride. Another important factor that drives virality is the propagativity of the content, referring to the ease with which consumers can redistribute it. == Psychology == To form deeper connections with viewers and increase the chances of virality, many marketers use psychological principles. They argue that this approach is scientific and can foster an environment where the odds of gaining traction are much higher. People find psychological safety and can develop a sense of trust when more people interact with online content. For this reason, marketers work to develop media that resonates with viewers on a deeper, emotional level as this approach frequently results in higher engagement. This level of interaction serves as a sign of approval, reducing the personal risk that is subconsciously linked to associating oneself with a company or brand’s content. Professor Jonah Berger at the University of Pennsylvania's Wharton School of Business affirms that marketing campaigns that trigger psychological responses linked to strong emotions tend to perform better. In particular, Berger found that positive emotions like happiness, joy, and excitement have more successful share rates than their negative counterparts. This outcome results from the human instinct to respond more positively to content with activating emotions, increasing the desire to share content, which contributes to its virality. Viral marketing utilizes the primitive feeling of frisson to increase their view and share counts. This feeling of excitement is considered powerful because of its ability to cause a physical response. From increased heart rates to full body chills, Professor Brent Coker at the University of Melbourne describes that this approach to marketing triggers a primitive response that immerses the viewer in the content on a deeper level. Researchers Juliana Fernandes from the University of Florida and Sigal Segev from the Florida International University also found that people are more inclined to share emotional campaigns over those that are heavily informational. They claim that consumers do not often care to learn about a product’s actual features and benefits. Instead, people prefer to be immersed in experience-based content that creates an emotional impact. Companies and brands can benefit from treating their content in this manner and go viral more frequently than those who do not. Social proof is another psychological phenomenon that impacts viral content. Experts in this field argue that it is a natural instinct to want to behave similarly to others because it results in positive validation. This phenomenon explains the human need to conform, so marketers focus on creating engaging content that encourages interactions and causes a snowball effect. This subconsciously influences people to like, comment, and share if they already see others doing the same. Social proof goes further by providing people with a form of social currency. When individuals interact with and share content, they become associated with the topics at hand. People naturally tend to perceive one another, and this pattern carries over to the digital world. As a result, many people tend to be vigilant about the viral marketing they engage with, since they want to be perceived positively. Companies and brands have the opportunity to develop social currency themselves by aligning with their target audiences and creating marketing campaigns that fit their interests or match their values. == Methods and metrics == According to marketing professors Andreas Kaplan and Michael Haenlein, to make viral marketing work, three basic criteria must be met, i.e., giving the right message to the right messengers in the right environment: Messenger: Three specific types of messengers are required to ensure the transformation of an ordinary message into a viral one: market mavens, social hubs, and salespeople. Market mavens are individuals who are continuously 'on the pulse' of things (information specialists); they are usually among the first to get exposed to the message and who transmit it to their immediate social network. Social hubs are people with an exceptionally large number of social connections; they often know hundreds of different people and have the ability to serve as connectors or bridges between different subcultures. Salespeople might be needed who receive the message from the market maven, amplify it by making it more relevant and persuasive, and then transmit it to the social hub for further distr
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Perfectly Imperfect (platform)

Perfectly Imperfect is an online newsletter and social media platform. It was initially founded in 2020 as a biweekly email newsletter that focused on recommendations. In January 2024, Perfectly Imperfect launched PI.FYI, a social media platform. The platform is based around sharing recommendations. Its main feed is presented in reverse chronological order and is not algorithmically curated. == History == Perfectly Imperfect was started during the COVID-19 pandemic by Tyler Bainbridge, alongside college friends Alex Cushing and Serey Morm, whom he met at UMass Lowell; Morm later departed. Motivated by a dissatisfaction with algorithm-driven recommendation culture, they launched on Substack in September 2020. Its early newsletter format, PI, published brief recommendation lists and personal notes from contributors. Contributors have included a mix of underground artists and more established creative figures, such as Charli XCX, Chloe Cherry, Chloe Wise, and Meetka Otto. In October 2024, PI announced it was leaving Substack to launch its own site. == Overview == The current platform, PI.FYI, features both editorial content (guest columns, long-form essays, staff picks) and user-generated recommendations. The platform also supports "Ask" posts, where users can solicit recommendations from the community, and allows commenting, liking, and profile customization. In August 2025, it launched an events feature. In 2022, Perfectly Imperfect hosted their first offline event at Baby's All Right in Brooklyn, with a performance by The Dare. They have since expanded their event promotion/sponsorship to markets such as Los Angeles, San Francisco, and even Auckland.
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