Over the years, television broadcast rights have distinguished what Olympic-related content can be accessed by fans online. By doing so, mobile-friendly social platforms began to integrate into the Olympics. Athletes and fans use these platforms to share live updates, special moments, and behind-the-scenes specials. Various social media platforms have been used for Olympic content, including Twitter and Facebook. Some marketers credit social media for prompting the official U.S. broadcasters, NBC, to live stream events, including early rounds. == Background == The Olympics is able to advertise to its viewers and its host country with the use of data it collects through Social media marketing. Prominent social media platforms include: Twitter, Facebook, Instagram, Tumblr, YouTube, Google, MSN, Yahoo and many more. Campaign Initiatives and Artificial Intelligence technologies have been used to analyze the social media content of users. Information from consumers such as their preferences, demographics, age and locality are all analyzed to gain consumer insight. Campaign initiatives and AI technologies were used for such purposes in the 2010 Vancouver Winter Olympics and are in use currently. Social media marketing of the Olympics is a new phenomena, beginning prior to the 2008 Beijing Olympics == Variations == There are two classifications of social media marketing recognized by the IOC: Officially sanctioned content from rights holders and sponsors that maximizes the use of Olympic content (imagery, hashtag) Unofficial content that is generated by brands that leverage the excitement of the Olympics == 2008 Beijing Summer Olympics == Social media marketing emerged as a phenomenon during the 2008 Beijing Olympics, which progressed as a marketing and an advertising tactic ever since. The Beijing Olympics became the test subject for social media marketing initiatives started by advertising agencies. In 2008, social media marketing began the transition from one-sided communication to mass communication of the Olympic Games. Although social media marketing of the Olympic Games began in 2008, the audience to the Olympics was still primarily reached through television–reaching an audience of 4.3 billion viewers. At the time, the viewers of the Olympic Games through Internet website platforms made up an audience of approximately 390 million individuals. What was the beginning of Olympic social media marketing, was also the beginning of a more globalized experience of the Olympic Games via social media. Twitter, now a prominent social media platform, began in 2006 and grew to three million active users by the beginning of the 2008 Beijing Olympics. Members of Facebook, another prominent social media platform, tracking the Olympic Games grew from approximately one million during the Olympic Games of Athens 2004 to 90 million during the 2008 Beijing Olympics. Social media use, in general, increased by 24 percent between 2007 and 2008–from 63 percent of U.S. adults to 87 percent of U.S. adults. == 2010 Vancouver Winter Olympics == The International Olympic Committee (IOC) deemed The Vancouver Winter Olympics as "the first social media games” based on its fan base through social media platforms. The IOC launched their Facebook page a month before the games began, attracting 1.5 million fans. Shifting to online viewing attracted a younger audience than past Olympic games with over 60 percent of Facebook fans being under 24 years of age. Athletes like Lindsey Vonn and Shaun White reached fans on social media as the platform posted behind-the-scenes coverage on their experiences. The IOC used social media to create competitions between athletes and fans streamed online. Its YouTube channel hosted a “Best of Us” challenge in which the public could compete in games with their favorite athletes, acquiring three million viewers. Photos spread across social media platforms, such as Flickr, which had 11,000 photos posted by 600 photographers, bringing a new perspective to the games. Twitter contributed constant live updates of the competitions. The IOC's Twitter following doubled to 12,000 followers during the Vancouver Olympics, creating a larger viewer population for the games. The IOC created social media guidelines as more athletes and fans got online to interact with the Olympics. Social media was still relatively new as a marketing platform, so these guidelines confused many individuals. == 2012 London Summer Olympics == The London 2012 Olympic Games succeeded in broadcasting, participation and marketing. For the first time, the IOC broadcast the Olympic Games live and on-demand through YouTube, allowing fans to access the Games anytime, anywhere through live streaming. The combination of conventional broadcasting and mobile platforms reached a global audience of 4.8 billion people. Social media soared with Facebook, Twitter and Google+, attracting 4.7 million followers. Athletes shared photographs, interacted online with fans and updated daily, either in person or via an agent. Instagram was established by 2012, making itself a premier photo-sharing platform perfect for athletes to capture their emotions. Lewis Wiltshire, head of sport for Twitter UK said, "Never before have fans had such direct access to their sporting heroes." Social media created conversation on fan opinions regarding athletes, including 962,756 total mentions of Usain Bolt, “Fastest Man in History,” who defended the 100 meter and 200 meter gold medals. Michael Phelps followed with 828,081 total mentions. Olympic sponsors were active on social media; created several campaigns to promote their brands; and inspired viewers with mass participation and personalized events. The Adidas “Take the Stage” Campaign recognized talent around the world, installing a photo booth and inviting the 550 Olympics athletes to take the stage. (IOC Marketing Report 2012). David Beckham surprised fans at the photo booth in Westfield shopping centre, gaining popularity in UK media. Coca-Cola, Acer Inc., McDonald's, Visa Inc. and several others used similar tactics of participation to attract viewers. == 2014 Sochi Winter Olympics == === Channels === The 2014 Winter Olympic Games were held in Sochi, a city in Krasnodar Krai, Russia, establishing the first “social media Olympics” for Russia. The most popular Russian social media and networking service, VK, created an Olympic page, similar to Facebook's. The Olympic VK page has 2.8 million fans and—the most popular official community on the platform. Throughout the games, VK had 54 million Olympic mentions, an average of 1.5 million per day. Numbers grew on other social media pages: more than 2 million fans joined the Olympic Facebook page, 168,101 followed the Olympic Twitter, 150,000 followed the Olympic Instagram and three million visited the Olympic website in February 2014. There were 90,000 total updates on social media by Sochi 2014 Olympians and teams. The United States was the most active country during the games logging 22,598 posts across Facebook, Twitter, and Instagram. === Engagement === With social media there is also hashtags. The most popular hashtag was #sochi2014 with almost 11,000 uses. The next top five hashtags were #wearewinter, #teamusa, #olympics, #goaus and #wirfuerD. Another popular hashtag was #Sochiproblems, depicting local struggles. Photos of the poor state of Sochi on all platforms made the games the number one trending topic one week before the opening ceremony. #SochiFail and #SochiProblems gave multiple reports of the poor living arrangements, incomplete construction, broken elevators, and polluted waters. This was one way that social media provided awareness to its users. === Media Perceptions === Media perceptions varied during the games; the Olympics was viewed as a confrontation between Eastern and Western Civilizations. The LGBT community took a stand against the games. Sponsors for the games including Coca-Cola, Mcdonald's, and P&G protested against Russian authorities and Russian anti-LGBT laws. Many protests took a stand against Russian laws, which created a discussion between human rights advocates. Advocates believed organizations should not promote certain values in western markets while supporting an anti-human rights government in another market. == 2016 Rio Summer Olympics == Social media marketing was an influential tool in the promotion and analysis of the 2016 Rio Olympics. Thomas Bach, President of the International Olympic Committee said that the power of sport demonstrates that diversity and interconnectedness can enlighten us all. With over 25,000+ sources of accredited media covering the games, the 2016 games were the most consumed Olympic games to date. Marketing for the Rio Olympics began in 2013 and ultimately lasted 3 years. There were 26 million visits to Olympic.org, the official website of the Olympic games, and over 7 billion views of official Olympic content on social media. There were o
Molecular graphics
Molecular graphics is the discipline and philosophy of studying molecules and their properties through graphical representation. IUPAC limits the definition to representations on a "graphical display device". Ever since Dalton's atoms and Kekulé's benzene, there has been a rich history of hand-drawn atoms and molecules, and these representations have had an important influence on modern molecular graphics. Colour molecular graphics are often used on chemistry journal covers artistically. == History == Prior to the use of computer graphics in representing molecular structure, Robert Corey and Linus Pauling developed a system for representing atoms or groups of atoms from hard wood on a scale of 1 inch = 1 angstrom connected by a clamping device to maintain the molecular configuration. These early models also established the CPK coloring scheme that is still used today to differentiate the different types of atoms in molecular models (e.g. carbon = black, oxygen = red, nitrogen = blue, etc). This early model was improved upon in 1966 by W.L. Koltun and are now known as Corey-Pauling-Koltun (CPK) models. The earliest efforts to produce models of molecular structure was done by Project MAC using wire-frame models displayed on a cathode ray tube in the mid 1960s. In 1965, Carroll Johnson distributed the Oak Ridge thermal ellipsoid plot (ORTEP) that visualized molecules as a ball-and-stick model with lines representing the bonds between atoms and ellipsoids to represent the probability of thermal motion. Thermal ellipsoid plots quickly became the de facto standard used in the display of X-ray crystallography data, and are still in wide use today. The first practical use of molecular graphics was a simple display of the protein myoglobin using a wireframe representation in 1966 by Cyrus Levinthal and Robert Langridge working at Project MAC. Among the milestones in high-performance molecular graphics was the work of Nelson Max in "realistic" rendering of macromolecules using reflecting spheres. Initially much of the technology concentrated on high-performance 3D graphics. During the 1970s, methods for displaying 3D graphics using cathode ray tubes were developed using continuous tone computer graphics in combination with electro-optic shutter viewing devices. The first devices used an active shutter 3D system, generating different perspective views for the left and right channel to provide the illusion of three-dimensional viewing. Stereoscopic viewing glasses were designed using lead lanthanum zirconate titanate (PLZT) ceramics as electronically controlled shutter elements. Active 3D glasses require batteries and work in concert with the display to actively change the presentation by the lenses to the wearer's eyes. Many modern 3D glasses use a passive, polarized 3D system that enables the wearer to visualize 3D effects based on their own perception. Passive 3D glasses are more common today since they are less expensive. The requirements of macromolecular crystallography also drove molecular graphics because the traditional techniques of physical model-building could not scale. The first two protein structures solved by molecular graphics without the aid of the Richards' Box were built with Stan Swanson's program FIT on the Vector General graphics display in the laboratory of Edgar Meyer at Texas A&M University: First Marge Legg in Al Cotton's lab at A&M solved a second, higher-resolution structure of staph. nuclease (1975) and then Jim Hogle solved the structure of monoclinic lysozyme in 1976. A full year passed before other graphics systems were used to replace the Richards' Box for modelling into density in 3-D. Alwyn Jones' FRODO program (and later "O") were developed to overlay the molecular electron density determined from X-ray crystallography and the hypothetical molecular structure. === Timeline === == Types == === Ball-and-stick models === In the ball-and-stick model, atoms are drawn as small sphered connected by rods representing the chemical bonds between them. === Space-filling models === In the space-filling model, atoms are drawn as solid spheres to suggest the space they occupy, in proportion to their van der Waals radii. Atoms that share a bond overlap with each other. === Surfaces === In some models, the surface of the molecule is approximated and shaded to represent a physical property of the molecule, such as electronic charge density. === Ribbon diagrams === Ribbon diagrams are schematic representations of protein structure and are one of the most common methods of protein depiction used today. The ribbon shows the overall path and organization of the protein backbone in 3D, and serves as a visual framework on which to hang details of the full atomic structure, such as the balls for the oxygen atoms bound to the active site of myoglobin in the adjacent image. Ribbon diagrams are generated by interpolating a smooth curve through the polypeptide backbone. α-helices are shown as coiled ribbons or thick tubes, β-strands as arrows, and non-repetitive coils or loops as lines or thin tubes. The direction of the polypeptide chain is shown locally by the arrows, and may be indicated overall by a colour ramp along the length of the ribbon.
Cut, copy, and paste
Cut, copy, and paste are essential commands of modern human–computer interaction and user interface design. They offer an interprocess communication technique for transferring data through a computer's user interface. The cut command removes the selected data from its original position, and the copy command creates a duplicate; in both cases the selected data is kept in temporary storage called the clipboard. Clipboard data is later inserted wherever a paste command is issued. The data remains available to any application supporting the feature, thus allowing easy data transfer between applications. The command names are a (skeuomorphic) interface metaphor based on the physical procedure used in manuscript print editing to create a page layout, like with paper. The commands were pioneered into computing by Xerox PARC in 1974, popularized by Apple Computer in the 1983 Lisa workstation and the 1984 Macintosh computer, and in a few home computer applications such as the 1984 word processor Cut & Paste. This interaction technique has close associations with related techniques in graphical user interfaces (GUIs) that use pointing devices such as a computer mouse (by drag and drop, for example). Typically, clipboard support is provided by an operating system as part of its GUI and widget toolkit. The capability to replicate information with ease, changing it between contexts and applications, involves privacy concerns because of the risks of disclosure when handling sensitive information. Terms like cloning, copy forward, carry forward, or re-use refer to the dissemination of such information through documents, and may be subject to regulation by administrative bodies. == History == === Origins === The term "cut and paste" comes from the traditional practice in manuscript editing, whereby people cut paragraphs from a page with scissors and paste them onto another page. This practice remained standard into the 1980s. Stationery stores sold "editing scissors" with blades long enough to cut an 8½"-wide page. The advent of photocopiers made the practice easier and more flexible. The act of copying or transferring text from one part of a computer-based document ("buffer") to a different location within the same or different computer-based document was a part of the earliest on-line computer editors. As soon as computer data entry moved from punch-cards to online files (in the mid/late 1960s) there were "commands" for accomplishing this operation. This mechanism was often used to transfer frequently-used commands or text snippets from additional buffers into the document, as was the case with the QED text editor. === Early methods === The earliest editors (designed for teleprinter terminals) provided keyboard commands to delineate a contiguous region of text, then delete or move it. Since moving a region of text requires first removing it from its initial location and then inserting it into its new location, various schemes had to be invented to allow for this multi-step process to be specified by the user. Often this was done with a "move" command, but some text editors required that the text be first put into some temporary location for later retrieval/placement. In 1983, the Apple Lisa became the first text editing system to call that temporary location "the clipboard". Earlier control schemes such as NLS used a verb—object command structure, where the command name was provided first and the object to be copied or moved was second. The inversion from verb—object to object—verb on which copy and paste are based, where the user selects the object to be operated before initiating the operation, was an innovation crucial for the success of the desktop metaphor as it allowed copy and move operations based on direct manipulation. === Popularization === Inspired by early line and character editors, such as Pentti Kanerva's TV-Edit, that broke a move or copy operation into two steps—between which the user could invoke a preparatory action such as navigation—Lawrence G. "Larry" Tesler proposed the names "cut" and "copy" for the first step and "paste" for the second step. Beginning in 1974, he and colleagues at Xerox PARC implemented several text editors that used cut/copy-and-paste commands to move and copy text. Apple Computer popularized this paradigm with its Lisa (1983) and Macintosh (1984) operating systems and applications. The functions were mapped to key combinations using the ⌘ Command key as a special modifier, which is held down while also pressing X for cut, C for copy, or V for paste. These few keyboard shortcuts allow the user to perform all the basic editing operations, and the keys are clustered at the left end of the bottom row of the standard QWERTY keyboard. These are the standard shortcuts: Control-Z (or ⌘ Command+Z) to undo Control-X (or ⌘ Command+X) to cut Control-C (or ⌘ Command+C) to copy Control-V (or ⌘ Command+V) to paste The IBM Common User Access (CUA) standard also uses combinations of the Insert, Del, Shift and Control keys. Early versions of Windows used the IBM standard. Microsoft later also adopted the Apple key combinations with the introduction of Windows, using the control key as modifier key. Similar patterns of key combinations, later borrowed by others, are widely available in most GUI applications. The original cut, copy, and paste workflow, as implemented at PARC, utilizes a unique workflow: With two windows on the same screen, the user could use the mouse to pick a point at which to make an insertion in one window (or a segment of text to replace). Then, by holding shift and selecting the copy source elsewhere on the same screen, the copy would be made as soon as the shift was released. Similarly, holding shift and control would copy and cut (delete) the source. This workflow requires many fewer keystrokes/mouse clicks than the current multi-step workflows, and did not require an explicit copy buffer. It was dropped, one presumes, because the original Apple and IBM GUIs were not high enough density to permit multiple windows, as were the PARC machines, and so multiple simultaneous windows were rarely used. == Cut and paste == Computer-based editing can involve very frequent use of cut-and-paste operations. Most software-suppliers provide several methods for performing such tasks, and this can involve (for example) key combinations, pulldown menus, pop-up menus, or toolbar buttons. The user selects or "highlights" the text or file for moving by some method, typically by dragging over the text or file name with the pointing-device or holding down the Shift key while using the arrow keys to move the text cursor. The user performs a "cut" operation via key combination Ctrl+x (⌘+x for Macintosh users), menu, or other means. Visibly, "cut" text immediately disappears from its location. "Cut" files typically change color to indicate that they will be moved. Conceptually, the text has now moved to a location often called the clipboard. The clipboard typically remains invisible. On most systems only one clipboard location exists, hence another cut or copy operation overwrites the previously stored information. Many UNIX text-editors provide multiple clipboard entries, as do some Macintosh programs such as Clipboard Master, and Windows clipboard-manager programs such as the one in Microsoft Office. The user selects a location for insertion by some method, typically by clicking at the desired insertion point. A paste operation takes place which visibly inserts the clipboard text at the insertion point. (The paste operation does not typically destroy the clipboard text: it remains available in the clipboard and the user can insert additional copies at other points). Whereas cut-and-paste often takes place with a mouse-equivalent in Windows-like GUI environments, it may also occur entirely from the keyboard, especially in UNIX text editors, such as Pico or vi. Cutting and pasting without a mouse can involve a selection (for which Ctrl+x is pressed in most graphical systems) or the entire current line, but it may also involve text after the cursor until the end of the line and other more sophisticated operations. The clipboard usually stays invisible, because the operations of cutting and pasting, while actually independent, usually take place in quick succession, and the user (usually) needs no assistance in understanding the operation or maintaining mental context. Some application programs provide a means of viewing, or sometimes even editing, the data on the clipboard. == Copy and paste == The term "copy-and-paste" refers to the popular, simple method of reproducing text or other data from a source to a destination. It differs from cut and paste in that the original source text or data does not get deleted or removed. The popularity of this method stems from its simplicity and the ease with which users can move data between various applications visually – without resorting to permanent storage. Use in healthcare do
Media engagement framework
The media engagement framework is a planning framework used by marketing professionals to understand the behavior of social media marketing-based audiences. The construct was introduced in the book, ROI of Social Media. Powell’s background in marketing ROI and Groves' experience and understanding of the applications of social media in business led to a collaboration. Dimos joined as a brand strategist for Litmus Group, a global management consulting firm. The media engagement framework consists of the definitions of personas (Individuals, Consumers and Influencers), referenced by the competitive set or constraint that applies to that persona and the measurement framework that might be applied to those personas. It is referenced at the center of the marketing process diagram, surrounded by the marketing functions of strategy, tactics, metrics and ROI. The marketing process diagram describes how the media engagement framework can apply to any strategic marketing activity but was developed to establish a completely integrated framework describing how both traditional and social media marketing activities can be planned, executed, measured and improved. == Application == The media engagement framework provides a strategic planning construct in which measurements and metrics play a crucial role. Applying the media engagement framework aids in the development and management of an effective online marketing presence leveraging social media to engage a market or audience. By first personifying the audience, the marketer is able to identify the limiting aspect of the engagements possible with that audience segment and then, understand the type of engagement metrics to apply. Each persona makes decisions differently about how he/she acts in the social media universe. A framework metric can be applied for each of these personas: Endorsement funnel for influencers Community engagement funnel for individuals Purchase funnel for consumers Individuals, influencers and consumers make decisions based on alternatives available to them and constraints put on them. To engage with an individual brands must realize they are competing against the time an individual spends on line. If they find something else more engaging, they will engage with that activity. Brands compete against other brands for the purchases of consumers acting in the category. Lastly, influencers have only so many endorsements they can make and therefore brands compete with other endorsers for the endorsement of an influencer. Creating engaging content by keeping target audience in mind like create content that audience find it funny, interesting, and relatable will encourage audience to share it on social networks. Which will be beneficial for you brand, getting more people to know about your business and brand. Contact Digilord to create engaging content for your brand. Use of listening tools (Google Alerts, Twitter Search, SocialMention.com, Veooz.com, Alterian SM2, Radian6, Sysomos, Buzzient etc.) can be employed within the model to help identify the members of the audience segment and to support the formation of other social engagement planning and management tools.
Social advertising (social relationships)
Social advertising is advertising that relies on social information or networks in generating, targeting, and delivering marketing communications. Many current examples of social advertising use a particular Internet service to collect social information, establish and maintain relationships with consumers, and for delivering communications. For example, the advertising platforms provided by Google, Twitter, and Facebook involve targeting and presenting ads based on relationships articulated on those same services. Social advertising can be part of a broader social media marketing strategy designed to connect with consumers. == Social targeting == Since a pair of consumers connected via a relationship are more likely to be similar than an unconnected pair, information about such relationships can be used to infer characteristics of consumers useful for targeting. For example, predictions of an individual's home location can be improved using geographic information about their peers. Existing advertising platforms can allow advertisers to explicitly target the peers (e.g., Facebook friends, Twitter followers) of consumers who have a known affiliation with their brand. Thus, one way social advertising is expected to be effective is because social networks encode information about unobserved characteristics of consumers, including their susceptibility to adopt a product and to influence their peers to adopt. Social advertisement targets audiences' demographics based on customers browsing histories. This helped companies understand users' interests and target a specific group of users. Whether it is location or personal interest, different categories of companies can make the consumers on social media rely heavily on their advertisements. This is one of the reasons why social advertising has grown over time. Targeting their audience to real life stakeholders generally increase the attention of the advertised deal which brings up more profits for companies. Subsequently, the psychological effects that social media gives off to its users play a huge role in advertisement companies keeping their customers online. One of the main reasons users rely on social media is because it's a source of entertainment that provides them with a feeling of inclusiveness. In making the customers feel the inclusiveness, social advertising targeting a specific group of users is presented as if these advertisements are customized for the users in their perspective making them feel the attention that they do not often feel in the real world. You can use Social signals checker tool to find more information about links. Social signals are metrics that measure how much people interact with your content on social media. From likes, to shares, to comments; each of these signals contributes to an overall number that tells search engines like Google how much people like your content. The more social signals your website gets, the more likely it is to rank higher in Google. The reason for this is two-fold. First, social media is used by millions of people every day, and if your content is being shared and interacted with on these sites, it shows that it’s worthy of being seen. And second, social media sites are highly trusted by Google. So if you can get your content seen and interacted with on these platforms, you’ll be off to a great start. == Social cues in advertisements == Social ads often include information about the affiliation of a peer with an advertised entity. For example, a social ad might indicate a friend has endorsed a product, highly rated a restaurant, or watched a particular film. In fact, some definitions make these personalized social signals a necessary condition for the advertising being social advertising. Inclusion of personalized social signals creates a channel for social influence. Experiments that remove peers' names or images from social advertisements provide evidence that their presence increases proximal outcomes (e.g., clicks on advertisements). This is technically how trends are started on social media. Since social media links a single profile to thousands of other accounts some being real-life friends or even acquaintances, the opinions and the bias a user has for other users who are also a customer of an advertisement on the feed can heavily affect whether to click on the advertisement or not. Once this pattern continues, the brand benefits from increased customers, profit, and attention. Social networking can spread rapidly because 71 percent of the world's population contributes and uses social media which means social advertising gives companies a better marketing technique than a physical poster advertisement. == Word of mouth == Advertisers often attempt to use word of mouth to affect consumers and their decisions to adopt products and services. Ads and other inducements targeted at a seed set of individuals can be designed to produce a larger cascade of adoption through influence. Businesses are also using social media to attempt to identify and persuade influential consumers to spread positive messages about their products or services. Consequently, not only on social platforms but also in physical settings, users start talking to each other. When individuals develop an intimate relationship with each other, it is quite heavily based on shared characteristics, interests, and personalities. If one social media user becomes a regular customer to a well-known company that advertises often, there is a higher chance that all the other people who have intimate relationships with that one customer will be exposed to the online advertisement more than another user who might be completely new to a brand that is being advertised on screen. In reality, this happens to not only one user but to most of the users which mean a single brand advertisement online can have to potential of being talked about between billions and trillions of people all around the globe. == Relationship marketing == To accurately conduct relationship marketing, businesses must develop and manage six marketplaces: internal, customer, referral, supplier, influencer and employee. To maintain relationship marketing, customers often see social media influencers getting free sponsorships or PR boxes just to advertise their products. At times, users who become customers through these social influencers will get a better deal than regular customers which stands as a very commonly used marketing technique. By doing this, users think they are receiving special treatment when in reality it very much benefits social influencers and brands. Especially for brands that are just starting, they use this marketing technique so that their names can be out there, and people will start talking, which is their initial goal.
Text normalization
Text normalization is the process of transforming text into a single canonical form that it might not have had before. Normalizing text before storing or processing it allows for separation of concerns, since input is guaranteed to be consistent before operations are performed on it. Text normalization requires being aware of what type of text is to be normalized and how it is to be processed afterwards; there is no all-purpose normalization procedure. == Applications == Text normalization is frequently used when converting text to speech. Numbers, dates, acronyms, and abbreviations are non-standard "words" that need to be pronounced differently depending on context. For example: "$200" would be pronounced as "two hundred dollars" in English, but as "lua selau tālā" in Samoan. "vi" could be pronounced as "vie," "vee," or "the sixth" depending on the surrounding words. Text can also be normalized for storing and searching in a database. For instance, if a search for "resume" is to match the word "résumé," then the text would be normalized by removing diacritical marks; and if "john" is to match "John", the text would be converted to a single case. To prepare text for searching, it might also be stemmed (e.g. converting "flew" and "flying" both into "fly"), canonicalized (e.g. consistently using American or British English spelling), or have stop words removed. == Techniques == For simple, context-independent normalization, such as removing non-alphanumeric characters or diacritical marks, regular expressions would suffice. For example, the sed script sed ‑e "s/\s+/ /g" inputfile would normalize runs of whitespace characters into a single space. More complex normalization requires correspondingly complicated algorithms, including domain knowledge of the language and vocabulary being normalized. Among other approaches, text normalization has been modeled as a problem of tokenizing and tagging streams of text and as a special case of machine translation. == Textual scholarship == In the field of textual scholarship and the editing of historic texts, the term "normalization" implies a degree of modernization and standardization – for example in the extension of scribal abbreviations and the transliteration of the archaic glyphs typically found in manuscript and early printed sources. A normalized edition is therefore distinguished from a diplomatic edition (or semi-diplomatic edition), in which some attempt is made to preserve these features. The aim is to strike an appropriate balance between, on the one hand, rigorous fidelity to the source text (including, for example, the preservation of enigmatic and ambiguous elements); and, on the other, producing a new text that will be comprehensible and accessible to the modern reader. The extent of normalization is therefore at the discretion of the editor, and will vary. Some editors, for example, choose to modernize archaic spellings and punctuation, but others do not. An edition of a text might be normalized based on internal criteria, where orthography is standardized according to the language of the original, or external criteria, where the norms of a different time period are applied. For an example of the latter, a published edition of a medieval Icelandic manuscript might be normalized to the conventions of modern Icelandic, or it might be normalized to Classical Old Icelandic. Standards of normalization vary based on language of the edition as well as the specific conventions of the publisher.
HKDF
HKDF is a multi-purpose key derivation function (KDF) based on the HMAC message authentication code. HKDF follows "extract-then-expand" paradigm, where the KDF logically consists of two modules: the first stage takes the input keying material and "extracts" from it a fixed-length pseudorandom key, and then the second stage "expands" this key into several additional, independent pseudorandom keys as the output of the KDF. == Mechanism == HKDF is the composition of two functions, HKDF-Extract and HKDF-Expand: HKDF(salt, IKM, info, length) = HKDF-Expand(HKDF-Extract(salt, IKM), info, length) === HKDF-Extract === HKDF-Extract (XTR) takes "input key material" or "source key material" (IKM or SKM) such as a shared secret generated using Diffie-Hellman; an optional, non-secret, random or pseudorandom salt (r); and generates a cryptographic key called the PRK ("pseudorandom key"). HKDF-Extract acts as a "randomness extractor", specifically a "computational extractor", taking a potentially non-uniform value of sufficient min-entropy and generating a value indistinguishable from a uniform random value (pseudorandom). Computational extractors assume attackers are computationally bounded and source entropy may only exist in a computational sense. Such extractors can be built using cryptographic functions under suitable assumptions, modeled as universal hash function (in the generic case) or a random oracle (in constrained scenarios like sources with weak entropy). Salt (r) acts as a "source-independent extractor", strengthening HKDF's security guarantees. Using a fixed public r is safe for multiple invocations of HKDF (on "independent" but secret IKMs which may or may not be derived from the same source), provided r isn't chosen or manipulated by an attacker. Ideally, r is a random string of hash function's output length. Even low quality r (weak entropy or shorter length) is recommended as they contribute "significantly" to the security of the OKM. Without or with a low-entropy, non-secret r, if an attacker can influence the IKMs source in a way that specifically exploits HKDF-Extract's underlying hash function (finding a collision or a specific bias), XTR provides no protection. A random r, even if fixed by the application (for example, random number generators using r as seed), would strengthen protections for that specific extractor session. In such a setting, sufficiently long IKMs also provide better entropy extraction. However, allowing the attacker to influence enough of the IKM after seeing r may result in a completely insecure KDF. HKDF-Extract is the result of HMAC with r as the key (all zeros up to length of the underlying extractor hash function, if not provided) and the IKM as the message. The underlying hash function used for HKDF-Extract step may be different to the one used by HKDF-Expand. It is recommended that HKDF-Extract uses strongest hash function available to the application, as it "concentrates" the entropy already present in IKM but may not necessarily "add" to it. Truncated output from a stronger underlying hash function for XTR (for example, SHA512/256) offers stronger extraction properties. The attacker is assumed to have partial knowledge about IKM (publicly known values in the case of Diffie-Hellman) or partial control over it (entropy pools). HKDF-Extract may be skipped if the IKM is itself a cryptographically strong key (and hence can assume the role of PRK), though it is recommended that HKDF-Extract be applied for the sake of compatibility with the general case, especially if r is available to the application. === HKDF-Expand === HKDF-Expand (PRF) takes the PRK (or any random key-derivation key if HKDF-Extract step is skipped), optional info (CTXinfo), and a length (L), to generate output key material (OKM) of length L. Multiple OKMs can be generated from a single PRK by using different values for CTXinfo, which must be "independent" of the IKM passed in HKDF-Extract. Even if an attacker, who knows r and some auxillary information about the secret IKM, can force the use of the same IKM (and PRK, by extension), in two or more HKDF-Expand contexts (represented by CTXinfo), the OKMs output are computationally independent (leak no useful information on each other). HKDF-Expand, acting as a variable-output-length pseudorandom function (PRF) keyed on PRK, calls HMAC on CTXinfo as the message (empty string, if unspecified) appended to a 8-bit counter i initialized to 1. Subsequent calls to HMAC are chained in "feedback mode" by prepending the previous HMAC output to CTXinfo and incrementing i. OKM is a function of the output size (k bits) of HMAC's underlying hash function; i.e., SHA-256 outputs OKM in segments of k=256 bits for up to a maximum of length i × k bits (255 × 256 bits = 8160 bytes) truncated to desired length L. HKDF-Expand may be skipped if PRK is at least desired length L, though it is recommended that HKDF-Expand be applied for additional "smoothing" of the OKM. == Standardization == HKDF was proposed as a building block in various protocols and applications, as well as to discourage the proliferation of multiple KDF mechanisms by its authors. It is formally described in RFC 5869 with detailed analysis in a paper published in 2010. NIST SP800-56Cr2 specifies a parameterizable extract-then-expand scheme, noting that RFC 5869 HKDF is a version of it and citing its paper for the rationale for the recommendations' extract-and-expand mechanisms. == Applications == HKDF is used in the Signal Protocol for end-to-end encrypted messaging where it generates the message keys, in conjunction with the triple Elliptic-curve Diffie-Hellman handshake (X3DH) key agreement protocol. Signal's "Secure Value Recovery" and "Sealed Sender" are based on HKDF. HKDF is a main component in the Noise Protocol Framework, Message Layer Security, and is used in widely deployed protocols like IPsec Internet Key Exchange and TLS 1.3. The "multi-purpose" nature of HKDF is meant to serve applications that require key extraction, key expansion, and key hierarchies in key wrapping, key exchange, PRNG, and password-based key derivation schemes. == Implementations == There are implementations of HKDF for C#, Go, Java, JavaScript, Perl, PHP, Python, Ruby, Rust, and other programming languages. RFC6234 lays out a reference C implementation of HKDF based on the Secure Hash Standard. === Example in Python ===