Wasserstein GAN

The Wasserstein Generative Adversarial Network (WGAN) is a variant of generative adversarial network (GAN) proposed in 2017 that aims to "improve the stability of learning, get rid of problems like mode collapse, and provide meaningful learning curves useful for debugging and hyperparameter searches". Compared with the original GAN discriminator, the Wasserstein GAN discriminator provides a better learning signal to the generator. This allows the training to be more stable when generator is learning distributions in very high dimensional spaces. == Motivation == === The GAN game === The original GAN method is based on the GAN game, a zero-sum game with 2 players: generator and discriminator. The game is defined over a probability space ( Ω , B , μ r e f ) {\displaystyle (\Omega ,{\mathcal {B}},\mu _{ref})} , The generator's strategy set is the set of all probability measures μ G {\displaystyle \mu _{G}} on ( Ω , B ) {\displaystyle (\Omega ,{\mathcal {B}})} , and the discriminator's strategy set is the set of measurable functions D : Ω → [ 0 , 1 ] {\displaystyle D:\Omega \to [0,1]} . The objective of the game is L ( μ G , D ) := E x ∼ μ r e f [ ln ⁡ D ( x ) ] + E x ∼ μ G [ ln ⁡ ( 1 − D ( x ) ) ] . {\displaystyle L(\mu _{G},D):=\mathbb {E} _{x\sim \mu _{ref}}[\ln D(x)]+\mathbb {E} _{x\sim \mu _{G}}[\ln(1-D(x))].} The generator aims to minimize it, and the discriminator aims to maximize it. A basic theorem of the GAN game states that Repeat the GAN game many times, each time with the generator moving first, and the discriminator moving second. Each time the generator μ G {\displaystyle \mu _{G}} changes, the discriminator must adapt by approaching the ideal D ∗ ( x ) = d μ r e f d ( μ r e f + μ G ) . {\displaystyle D^{}(x)={\frac {d\mu _{ref}}{d(\mu _{ref}+\mu _{G})}}.} Since we are really interested in μ r e f {\displaystyle \mu _{ref}} , the discriminator function D {\displaystyle D} is by itself rather uninteresting. It merely keeps track of the likelihood ratio between the generator distribution and the reference distribution. At equilibrium, the discriminator is just outputting 1 2 {\displaystyle {\frac {1}{2}}} constantly, having given up trying to perceive any difference. Concretely, in the GAN game, let us fix a generator μ G {\displaystyle \mu _{G}} , and improve the discriminator step-by-step, with μ D , t {\displaystyle \mu _{D,t}} being the discriminator at step t {\displaystyle t} . Then we (ideally) have L ( μ G , μ D , 1 ) ≤ L ( μ G , μ D , 2 ) ≤ ⋯ ≤ max μ D L ( μ G , μ D ) = 2 D J S ( μ r e f ‖ μ G ) − 2 ln ⁡ 2 , {\displaystyle L(\mu _{G},\mu _{D,1})\leq L(\mu _{G},\mu _{D,2})\leq \cdots \leq \max _{\mu _{D}}L(\mu _{G},\mu _{D})=2D_{JS}(\mu _{ref}\|\mu _{G})-2\ln 2,} so we see that the discriminator is actually lower-bounding D J S ( μ r e f ‖ μ G ) {\displaystyle D_{JS}(\mu _{ref}\|\mu _{G})} . === Wasserstein distance === Thus, we see that the point of the discriminator is mainly as a critic to provide feedback for the generator, about "how far it is from perfection", where "far" is defined as Jensen–Shannon divergence. Naturally, this brings the possibility of using a different criteria of farness. There are many possible divergences to choose from, such as the f-divergence family, which would give the f-GAN. The Wasserstein GAN is obtained by using the Wasserstein metric, which satisfies a "dual representation theorem" that renders it highly efficient to compute: A proof can be found in the main page on Wasserstein metric. == Definition == By the Kantorovich-Rubenstein duality, the definition of Wasserstein GAN is clear:A Wasserstein GAN game is defined by a probability space ( Ω , B , μ r e f ) {\displaystyle (\Omega ,{\mathcal {B}},\mu _{ref})} , where Ω {\displaystyle \Omega } is a metric space, and a constant K > 0 {\displaystyle K>0} . There are 2 players: generator and discriminator (also called "critic"). The generator's strategy set is the set of all probability measures μ G {\displaystyle \mu _{G}} on ( Ω , B ) {\displaystyle (\Omega ,{\mathcal {B}})} . The discriminator's strategy set is the set of measurable functions of type D : Ω → R {\displaystyle D:\Omega \to \mathbb {R} } with bounded Lipschitz-norm: ‖ D ‖ L ≤ K {\displaystyle \|D\|_{L}\leq K} . The Wasserstein GAN game is a zero-sum game, with objective function L W G A N ( μ G , D ) := E x ∼ μ G [ D ( x ) ] − E x ∼ μ r e f [ D ( x ) ] . {\displaystyle L_{WGAN}(\mu _{G},D):=\mathbb {E} _{x\sim \mu _{G}}[D(x)]-\mathbb {E} _{x\sim \mu _{ref}}[D(x)].} The generator goes first, and the discriminator goes second. The generator aims to minimize the objective, and the discriminator aims to maximize the objective: min μ G max D L W G A N ( μ G , D ) . {\displaystyle \min _{\mu _{G}}\max _{D}L_{WGAN}(\mu _{G},D).} By the Kantorovich-Rubenstein duality, for any generator strategy μ G {\displaystyle \mu _{G}} , the optimal reply by the discriminator is D ∗ {\displaystyle D^{}} , such that L W G A N ( μ G , D ∗ ) = K ⋅ W 1 ( μ G , μ r e f ) . {\displaystyle L_{WGAN}(\mu _{G},D^{})=K\cdot W_{1}(\mu _{G},\mu _{ref}).} Consequently, if the discriminator is good, the generator would be constantly pushed to minimize W 1 ( μ G , μ r e f ) {\displaystyle W_{1}(\mu _{G},\mu _{ref})} , and the optimal strategy for the generator is just μ G = μ r e f {\displaystyle \mu _{G}=\mu _{ref}} , as it should. == Comparison with GAN == In the Wasserstein GAN game, the discriminator provides a better gradient than in the GAN game. Consider for example a game on the real line where both μ G {\displaystyle \mu _{G}} and μ r e f {\displaystyle \mu _{ref}} are Gaussian. Then the optimal Wasserstein critic D W G A N {\displaystyle D_{WGAN}} and the optimal GAN discriminator D {\displaystyle D} are plotted as below: For fixed discriminator, the generator needs to minimize the following objectives: For GAN, E x ∼ μ G [ ln ⁡ ( 1 − D ( x ) ) ] {\displaystyle \mathbb {E} _{x\sim \mu _{G}}[\ln(1-D(x))]} . For Wasserstein GAN, E x ∼ μ G [ D W G A N ( x ) ] {\displaystyle \mathbb {E} _{x\sim \mu _{G}}[D_{WGAN}(x)]} . Let μ G {\displaystyle \mu _{G}} be parametrized by θ {\displaystyle \theta } , then we can perform stochastic gradient descent by using two unbiased estimators of the gradient: ∇ θ E x ∼ μ G [ ln ⁡ ( 1 − D ( x ) ) ] = E x ∼ μ G [ ln ⁡ ( 1 − D ( x ) ) ⋅ ∇ θ ln ⁡ ρ μ G ( x ) ] {\displaystyle \nabla _{\theta }\mathbb {E} _{x\sim \mu _{G}}[\ln(1-D(x))]=\mathbb {E} _{x\sim \mu _{G}}[\ln(1-D(x))\cdot \nabla _{\theta }\ln \rho _{\mu _{G}}(x)]} ∇ θ E x ∼ μ G [ D W G A N ( x ) ] = E x ∼ μ G [ D W G A N ( x ) ⋅ ∇ θ ln ⁡ ρ μ G ( x ) ] {\displaystyle \nabla _{\theta }\mathbb {E} _{x\sim \mu _{G}}[D_{WGAN}(x)]=\mathbb {E} _{x\sim \mu _{G}}[D_{WGAN}(x)\cdot \nabla _{\theta }\ln \rho _{\mu _{G}}(x)]} where we used the reparameterization trick. As shown, the generator in GAN is motivated to let its μ G {\displaystyle \mu _{G}} "slide down the peak" of ln ⁡ ( 1 − D ( x ) ) {\displaystyle \ln(1-D(x))} . Similarly for the generator in Wasserstein GAN. For Wasserstein GAN, D W G A N {\displaystyle D_{WGAN}} has gradient 1 almost everywhere, while for GAN, ln ⁡ ( 1 − D ) {\displaystyle \ln(1-D)} has flat gradient in the middle, and steep gradient elsewhere. As a result, the variance for the estimator in GAN is usually much larger than that in Wasserstein GAN. See also Figure 3 of. The problem with D J S {\displaystyle D_{JS}} is much more severe in actual machine learning situations. Consider training a GAN to generate ImageNet, a collection of photos of size 256-by-256. The space of all such photos is R 256 2 {\displaystyle \mathbb {R} ^{256^{2}}} , and the distribution of ImageNet pictures, μ r e f {\displaystyle \mu _{ref}} , concentrates on a manifold of much lower dimension in it. Consequently, any generator strategy μ G {\displaystyle \mu _{G}} would almost surely be entirely disjoint from μ r e f {\displaystyle \mu _{ref}} , making D J S ( μ G ‖ μ r e f ) = + ∞ {\displaystyle D_{JS}(\mu _{G}\|\mu _{ref})=+\infty } . Thus, a good discriminator can almost perfectly distinguish μ r e f {\displaystyle \mu _{ref}} from μ G {\displaystyle \mu _{G}} , as well as any μ G ′ {\displaystyle \mu _{G}'} close to μ G {\displaystyle \mu _{G}} . Thus, the gradient ∇ μ G L ( μ G , D ) ≈ 0 {\displaystyle \nabla _{\mu _{G}}L(\mu _{G},D)\approx 0} , creating no learning signal for the generator. Detailed theorems can be found in. == Training Wasserstein GANs == Training the generator in Wasserstein GAN is just gradient descent, the same as in GAN (or most deep learning methods), but training the discriminator is different, as the discriminator is now restricted to have bounded Lipschitz norm. There are several methods for this. === Upper-bounding the Lipschitz norm === Let the discriminator function D {\displaystyle D} to be implemented by a multilayer perceptron: D = D n ∘ D n − 1 ∘ ⋯ ∘ D 1 {\displaystyle D=D_{n}\circ D_{n-1}\circ \cdots \circ D_{1}} where D i ( x ) = h ( W i x ) {\displaystyle D_{i}(x)=h(W_

Model-based clustering

In statistics, cluster analysis is the algorithmic grouping of objects into homogeneous groups based on numerical measurements. Model-based clustering based on a statistical model for the data, usually a mixture model. This has several advantages, including a principled statistical basis for clustering, and ways to choose the number of clusters, to choose the best clustering model, to assess the uncertainty of the clustering, and to identify outliers that do not belong to any group. == Model-based clustering == Suppose that for each of n {\displaystyle n} observations we have data on d {\displaystyle d} variables, denoted by y i = ( y i , 1 , … , y i , d ) {\displaystyle y_{i}=(y_{i,1},\ldots ,y_{i,d})} for observation i {\displaystyle i} . Then model-based clustering expresses the probability density function of y i {\displaystyle y_{i}} as a finite mixture, or weighted average of G {\displaystyle G} component probability density functions: p ( y i ) = ∑ g = 1 G τ g f g ( y i ∣ θ g ) , {\displaystyle p(y_{i})=\sum _{g=1}^{G}\tau _{g}f_{g}(y_{i}\mid \theta _{g}),} where f g {\displaystyle f_{g}} is a probability density function with parameter θ g {\displaystyle \theta _{g}} , τ g {\displaystyle \tau _{g}} is the corresponding mixture probability where ∑ g = 1 G τ g = 1 {\displaystyle \sum _{g=1}^{G}\tau _{g}=1} . Then in its simplest form, model-based clustering views each component of the mixture model as a cluster, estimates the model parameters, and assigns each observation to cluster corresponding to its most likely mixture component. === Gaussian mixture model === The most common model for continuous data is that f g {\displaystyle f_{g}} is a multivariate normal distribution with mean vector μ g {\displaystyle \mu _{g}} and covariance matrix Σ g {\displaystyle \Sigma _{g}} , so that θ g = ( μ g , Σ g ) {\displaystyle \theta _{g}=(\mu _{g},\Sigma _{g})} . This defines a Gaussian mixture model. The parameters of the model, τ g {\displaystyle \tau _{g}} and θ g {\displaystyle \theta _{g}} for g = 1 , … , G {\displaystyle g=1,\ldots ,G} , are typically estimated by maximum likelihood estimation using the expectation-maximization algorithm (EM); see also EM algorithm and GMM model. Bayesian inference is also often used for inference about finite mixture models. The Bayesian approach also allows for the case where the number of components, G {\displaystyle G} , is infinite, using a Dirichlet process prior, yielding a Dirichlet process mixture model for clustering. === Choosing the number of clusters === An advantage of model-based clustering is that it provides statistically principled ways to choose the number of clusters. Each different choice of the number of groups G {\displaystyle G} corresponds to a different mixture model. Then standard statistical model selection criteria such as the Bayesian information criterion (BIC) can be used to choose G {\displaystyle G} . The integrated completed likelihood (ICL) is a different criterion designed to choose the number of clusters rather than the number of mixture components in the model; these will often be different if highly non-Gaussian clusters are present. === Parsimonious Gaussian mixture model === For data with high dimension, d {\displaystyle d} , using a full covariance matrix for each mixture component requires estimation of many parameters, which can result in a loss of precision, generalizabity and interpretability. Thus it is common to use more parsimonious component covariance matrices exploiting their geometric interpretation. Gaussian clusters are ellipsoidal, with their volume, shape and orientation determined by the covariance matrix. Consider the eigendecomposition of a matrix Σ g = λ g D g A g D g T , {\displaystyle \Sigma _{g}=\lambda _{g}D_{g}A_{g}D_{g}^{T},} where D g {\displaystyle D_{g}} is the matrix of eigenvectors of Σ g {\displaystyle \Sigma _{g}} , A g = diag { A 1 , g , … , A d , g } {\displaystyle A_{g}={\mbox{diag}}\{A_{1,g},\ldots ,A_{d,g}\}} is a diagonal matrix whose elements are proportional to the eigenvalues of Σ g {\displaystyle \Sigma _{g}} in descending order, and λ g {\displaystyle \lambda _{g}} is the associated constant of proportionality. Then λ g {\displaystyle \lambda _{g}} controls the volume of the ellipsoid, A g {\displaystyle A_{g}} its shape, and D g {\displaystyle D_{g}} its orientation. Each of the volume, shape and orientation of the clusters can be constrained to be equal (E) or allowed to vary (V); the orientation can also be spherical, with identical eigenvalues (I). This yields 14 possible clustering models, shown in this table: It can be seen that many of these models are more parsimonious, with far fewer parameters than the unconstrained model that has 90 parameters when G = 4 {\displaystyle G=4} and d = 9 {\displaystyle d=9} . Several of these models correspond to well-known heuristic clustering methods. For example, k-means clustering is equivalent to estimation of the EII clustering model using the classification EM algorithm. The Bayesian information criterion (BIC) can be used to choose the best clustering model as well as the number of clusters. It can also be used as the basis for a method to choose the variables in the clustering model, eliminating variables that are not useful for clustering. Different Gaussian model-based clustering methods have been developed with an eye to handling high-dimensional data. These include the pgmm method, which is based on the mixture of factor analyzers model, and the HDclassif method, based on the idea of subspace clustering. The mixture-of-experts framework extends model-based clustering to include covariates. == Example == We illustrate the method with a dateset consisting of three measurements (glucose, insulin, sspg) on 145 subjects for the purpose of diagnosing diabetes and the type of diabetes present. The subjects were clinically classified into three groups: normal, chemical diabetes and overt diabetes, but we use this information only for evaluating clustering methods, not for classifying subjects. The BIC plot shows the BIC values for each combination of the number of clusters, G {\displaystyle G} , and the clustering model from the Table. Each curve corresponds to a different clustering model. The BIC favors 3 groups, which corresponds to the clinical assessment. It also favors the unconstrained covariance model, VVV. This fits the data well, because the normal patients have low values of both sspg and insulin, while the distributions of the chemical and overt diabetes groups are elongated, but in different directions. Thus the volumes, shapes and orientations of the three groups are clearly different, and so the unconstrained model is appropriate, as selected by the model-based clustering method. The classification plot shows the classification of the subjects by model-based clustering. The classification was quite accurate, with a 12% error rate as defined by the clinical classification. Other well-known clustering methods performed worse with higher error rates, such as single-linkage clustering with 46%, average link clustering with 30%, complete-linkage clustering also with 30%, and k-means clustering with 28%. == Outliers in clustering == An outlier in clustering is a data point that does not belong to any of the clusters. One way of modeling outliers in model-based clustering is to include an additional mixture component that is very dispersed, with for example a uniform distribution. Another approach is to replace the multivariate normal densities by t {\displaystyle t} -distributions, with the idea that the long tails of the t {\displaystyle t} -distribution would ensure robustness to outliers. However, this is not breakdown-robust. A third approach is the "tclust" or data trimming approach which excludes observations identified as outliers when estimating the model parameters. == Non-Gaussian clusters and merging == Sometimes one or more clusters deviate strongly from the Gaussian assumption. If a Gaussian mixture is fitted to such data, a strongly non-Gaussian cluster will often be represented by several mixture components rather than a single one. In that case, cluster merging can be used to find a better clustering. A different approach is to use mixtures of complex component densities to represent non-Gaussian clusters. == Non-continuous data == === Categorical data === Clustering multivariate categorical data is most often done using the latent class model. This assumes that the data arise from a finite mixture model, where within each cluster the variables are independent. === Mixed data === These arise when variables are of different types, such as continuous, categorical or ordinal data. A latent class model for mixed data assumes local independence between the variable. The location model relaxes the local independence assumption. The clustMD approach assumes that the observed variables are manifestations of underlying continuous Gaussian latent

Cipher

In cryptography, a cipher (or cypher) is an algorithm for performing encryption or decryption—a series of well-defined steps that can be followed as a procedure. An alternative, less common term is encipherment. To encipher or encode is to convert information into cipher or code. In common parlance, "cipher" is synonymous with "code", as they are both a set of steps that encrypt a message; however, the concepts are distinct in cryptography, especially classical cryptography. Codes generally substitute different length strings of characters in the output, while ciphers generally substitute the same number of characters as are input. A code maps one meaning with another. Words and phrases can be coded as letters or numbers. Codes typically have direct meaning from input to key. Codes primarily function to save time. Ciphers are algorithmic. The given input must follow the cipher's process to be solved. Ciphers are commonly used to encrypt written information. Codes operated by substituting according to a large codebook which linked a random string of characters or numbers to a word or phrase. For example, "UQJHSE" could be the code for "Proceed to the following coordinates.". When using a cipher the original information is known as plaintext, and the encrypted form as ciphertext. The ciphertext message contains all the information of the plaintext message, but is not in a format readable by a human or computer without the proper mechanism to decrypt it. The operation of a cipher usually depends on a piece of auxiliary information, called a key (or, in traditional NSA parlance, a cryptovariable). The encrypting procedure is varied depending on the key, which changes the detailed operation of the algorithm. A key must be selected before using a cipher to encrypt a message, with some exceptions such as ROT13 and Atbash. Most modern ciphers can be categorized in several ways: By whether they work on blocks of symbols usually of a fixed size (block ciphers), or on a continuous stream of symbols (stream ciphers). By whether the same key is used for both encryption and decryption (symmetric key algorithms), or if a different key is used for each (asymmetric key algorithms). If the algorithm is symmetric, the key must be known to the recipient and sender and to no one else. If the algorithm is an asymmetric one, the enciphering key is different from, but closely related to, the deciphering key. If one key cannot be deduced from the other, the asymmetric key algorithm has the public/private key property and one of the keys may be made public without loss of confidentiality. == Etymology == Originating from the Sanskrit word for zero शून्य (śuṇya), via the Arabic word صفر (ṣifr), the word "cipher" spread to Europe as part of the Arabic numeral system during the Middle Ages. The Roman numeral system lacked the concept of zero, and this limited advances in mathematics. In this transition, the word was adopted into Medieval Latin as cifra, and then into Middle French as cifre. This eventually led to the English word cipher (also spelt cypher). One theory for how the term came to refer to encoding is that the concept of zero was confusing to Europeans, and so the term came to refer to a message or communication that was not easily understood. The term cipher was later also used to refer to any Arabic digit, or to calculation using them, so encoding text in the form of Arabic numerals is literally converting the text to "ciphers". == Versus codes == In casual contexts, "code" and "cipher" can typically be used interchangeably; however, the technical usages of the words refer to different concepts. Codes contain meaning; words and phrases are assigned to numbers or symbols, creating a shorter message. An example of this is the commercial telegraph code which was used to shorten long telegraph messages which resulted from entering into commercial contracts using exchanges of telegrams. Another example is given by whole word ciphers, which allow the user to replace an entire word with a symbol or character, much like the way written Japanese utilizes Kanji (meaning Chinese characters in Japanese) characters to supplement the native Japanese characters representing syllables. An example using English language with Kanji could be to replace "The quick brown fox jumps over the lazy dog" by "The quick brown 狐 jumps 上 the lazy 犬". Stenographers sometimes use specific symbols to abbreviate whole words. Ciphers, on the other hand, work at a lower level: the level of individual letters, small groups of letters, or, in modern schemes, individual bits and blocks of bits. Some systems used both codes and ciphers in one system, using superencipherment to increase the security. In some cases the terms codes and ciphers are used synonymously with substitution and transposition, respectively. Historically, cryptography was split into a dichotomy of codes and ciphers, while coding had its own terminology analogous to that of ciphers: "encoding, codetext, decoding" and so on. However, codes have a variety of drawbacks, including susceptibility to cryptanalysis and the difficulty of managing a cumbersome codebook. Because of this, codes have fallen into disuse in modern cryptography, and ciphers are the dominant technique. == Types == There are a variety of different types of encryption. Algorithms used earlier in the history of cryptography are substantially different from modern methods, and modern ciphers can be classified according to how they operate and whether they use one or two keys. === Historical === The Caesar Cipher is one of the earliest known cryptographic systems. Julius Caesar used a cipher that shifts the letters in the alphabet in place by three and wrapping the remaining letters to the front to write to Marcus Tullius Cicero in approximately 50 BC. Historical pen and paper ciphers used in the past are sometimes known as classical ciphers. They include simple substitution ciphers (such as ROT13) and transposition ciphers (such as a Rail Fence Cipher). For example, "GOOD DOG" can be encrypted as "PLLX XLP" where "L" substitutes for "O", "P" for "G", and "X" for "D" in the message. Transposition of the letters "GOOD DOG" can result in "DGOGDOO". These simple ciphers and examples are easy to crack, even without plaintext-ciphertext pairs. In the 1640s, the Parliamentarian commander, Edward Montagu, 2nd Earl of Manchester, developed ciphers to send coded messages to his allies during the English Civil War. The English theologian John Wilkins published a book in 1641 titled "Mercury, or The Secret and Swift Messenger" and described a musical cipher wherein letters of the alphabet were substituted for music notes. This species of melodic cipher was depicted in greater detail by author Abraham Rees in his book Cyclopædia (1778). Simple ciphers were replaced by polyalphabetic substitution ciphers (such as the Vigenère) which changed the substitution alphabet for every letter. For example, "GOOD DOG" can be encrypted as "PLSX TWF" where "L", "S", and "W" substitute for "O". With even a small amount of known or estimated plaintext, simple polyalphabetic substitution ciphers and letter transposition ciphers designed for pen and paper encryption are easy to crack. It is possible to create a secure pen and paper cipher based on a one-time pad, but these have other disadvantages. During the early twentieth century, electro-mechanical machines were invented to do encryption and decryption using transposition, polyalphabetic substitution, and a kind of "additive" substitution. In rotor machines, several rotor disks provided polyalphabetic substitution, while plug boards provided another substitution. Keys were easily changed by changing the rotor disks and the plugboard wires. Although these encryption methods were more complex than previous schemes and required machines to encrypt and decrypt, other machines such as the British Bombe were invented to crack these encryption methods. === Modern === Modern encryption methods can be divided by two criteria: by type of key used, and by type of input data. By type of key used ciphers are divided into: symmetric key algorithms (Private-key cryptography), where one same key is used for encryption and decryption, and asymmetric key algorithms (Public-key cryptography), where two different keys are used for encryption and decryption. In a symmetric key algorithm (e.g., DES and AES), the sender and receiver must have a shared key set up in advance and kept secret from all other parties; the sender uses this key for encryption, and the receiver uses the same key for decryption. The design of AES (Advanced Encryption System) was beneficial because it aimed to overcome the flaws in the design of the DES (Data encryption standard). AES's designer's claim that the common means of modern cipher cryptanalytic attacks are ineffective against AES due to its design structure. Ciphers can be distinguished into two types by the type o

Sharenting

"Sharenting" is a portmanteau of "sharing" and "parenting", describing the practice of parents publicizing a large amount of potentially sensitive content about their children on internet platforms, most notably on social media. While the term was coined as recently as 2010, sharenting has become an international phenomenon with widespread presence in the United States, Spain, France, and the United Kingdom. Proponents of sharenting frame the practice as a natural expression of parental pride in their children and argue that critics take sharenting-related posts out of context. Detractors find that it violates child privacy and hurts a parent–child relationship. Academic research has been conducted over the potential social motivations for sharenting and legal frameworks to balance child privacy with this parental practice. Researchers have conducted several psychological surveys, outlining social media accessibility, parental self-identification with children, and social pressure as potential causes for sharenting. Legal scholars have identified international human rights laws, labor protections, and recent online child privacy statutes as potential legal standards to check sharenting abuses. == History == The origins of the term "sharenting" have been attributed to the Wall Street Journal, where they called it "oversharenting," a portmanteau of "oversharing" and "parenting." Priya Kumar suggests that recording life moments of children rearing is not a new practice: people have been using diaries, scrapbooks and baby log books as the media of documentation for centuries. Scholars assert that sharenting has become popular as a result of social media, which has made many people more comfortable with sharing their lives and those of their children online. The trend of oversharing on social media has raised public attention in the 2010s and become the focus of a number of editorials and academic research projects. It was also added to Times Word of the Day in February 2013 and Collins English Dictionary in 2016 given its influence. == Popularity == Several studies describe sharenting as an international phenomenon with widespread prevalence across households. In the United States, researchers at the University of Michigan C.S. Mott Children's Hospital found that almost 75% of American parents were familiar with someone who over-shared information about their child on social media, and an AVG survey determined that 92% of all American two-year-olds had some presence on the internet. In Australia, Fisher-Price conducted a survey which revealed that 90% of Australian parents admitted to over-sharing. In Spain and Czech Republic, a survey of approximately 1,500 parents found that 70-80% participated in sharenting. In the United Kingdom, France, Germany, and Italy, a Research Now report revealed that almost three-quarters of surveyed parents said that they were "willing to share images of their infants". Some claim that sharenting presents a violation of child privacy, and this backlash includes anti-sharenting sites and apps that block baby pictures. One particular outlet of protest was the blog STFU Parents, founded in 2009 to criticize parental oversharing on social media. Some parents felt that these criticisms of sharenting often took posts out of context and neglected some positive aspects of the practice, including advancing a stronger sense of online community. Others, while acknowledging the potential privacy violations of sharenting, suggested a more tailored approach that would only permit posting under certain conditions, notwithstanding audience and identification restrictions for social media posts. == Motivations == Research has suggested that sharenting is associated with a mix of parent self-identification with children, mothering pressures, and the accessibility of social media. Conducting 17 interviews with mothers in the United Kingdom, a London School of Economics study found that parent bloggers often re-explained their sharing practices in terms of expressing their own personal identity, representing their own child as part of themselves. In particular, the report surveyed the use of blogs as a networking vehicle to connect parents with similar family situations and found that sharenting parents, by filtering self-presentation through their parent-child relationship, adopted a more relational identity on social media websites. This included identifying oneself in terms of parental circumstances, whether it be raising a child with a disability or being a single mother. Alternatively, some have suggested that these online expressions indicate the infiltration of individual pride into the sphere of parenting, as family photography becomes a means to "show off" one's children to the others and strengthens a parent's sense of individuated self. Addressing the prevalence of mothers engaging in sharenting, those who purport this view argue that the rise of digital communication has pressured mothers into performing the role of a "good" parent on social media platforms. They claim that these developments may reinforce a dominant vision of a "normal" family, as sharenting posts could be motivated by the need to converge to a normative interpretation of family. == Controversy == While some people assert that online platforms enable parents to establish a community and seek parenting support, others are concerned about the children's data privacy and their lack of informed consent. Sharing content may not only embarrass children but also creates an initial digital footprint, a history of online activity, that the children themselves have no control over. This might bring some negative consequences, such as being ridiculed at school or leaving a negative impression on future employers. === Parental benefits === Many parents use social media to seek parenting advice and share information about their children. With the convenience of online platforms, parent bloggers can easily connect with other people in similar situations as well as those who are willing to contribute meaningful advice. By forming a community, parents can receive encouragement from empathetic peers and assistance from experts in children rearing. Parents whose children need special educational accommodations or have disabilities often found themselves detached from the mainstream parenting style. Therefore, they regard online blogs as a means to gain support from others and support back. Online blogging enables parents of children with disabilities and special needs to connect with other parents. The advice from similarly situated families can open up new possibilities that help the parents "negotiate the complexities of social services, health care, and schools". However, in some cases, posting online about a parent's struggles can cause a backlash, as advocates may accuse the parent of presenting people with that condition in a bad light, or wonder how the child will feel, if they later read these posts and see how much their parents struggled to care for them. Such advantages of social media are not limited to particular groups of parents. In general, most parents benefit from exchanging parenting experience. Statistically speaking, 72% of parents rate social media useful for emotional connection and affirmations, and 74% of them receive support about parenting from friends on social media. Sharenting also plays a role in fostering interpersonal relationships. As the images and words about children's lives initiate conversations, parents use sharenting to stay connected with distant friends and relatives. In particular, mothers, as a research study reveals, are willing to engage in sharenting since they believe that the positive contents can help avoid digital conflicts and maintain close relations with those in their social circles. Researchers also found that female participants in this study carefully chose photos and phrases to express love and present laudable behaviors of children in their updates, which indicates their intention to convey positive messages. These messages also promote a close social network for a child as the parents invites supportive family members and friends into daily life. === Children's privacy === Given the potential misuse of digital data, people are critical about sharenting, and the majority of parents are cautious about the wrongdoing with online posts. The disclosure of minors' personal information, such as geographic location, name, date of birth, pictures, and the schools they attend, might expose them to illegal practices by recipients with malicious intentions. Sharented information is often abused for "identity theft", when imposters manage to track, stalk, commit fraud against children, or even blackmail the family. According to Barclays, online fraud targeting the young generation will contribute to a loss of £670 million (approximately $790 million) by 2030, and two-thirds of identity fraud will be related to s

Intranet

An intranet is a computer network for sharing information, easier communication, collaboration tools, operational systems, and other computing services within an organization, usually to the exclusion of access by outsiders. The term is used in contrast to public networks, such as the Internet, but uses the same technology based on the Internet protocol suite. An organization-wide intranet can constitute a focal point of internal communication and collaboration, and provide a single starting point to access internal and external resources. In its simplest form, an intranet is established with the technologies for local area networks (LANs) and wide area networks (WANs). Many modern intranets have search engines, user profiles, blogs, mobile apps with notifications, and events planning within their infrastructure. An intranet is sometimes contrasted to an extranet. While an intranet is generally restricted to employees of the organization, extranets may also be accessed by customers, suppliers, or other approved parties. Extranets extend a private network onto the Internet with special provisions for authentication, authorization and accounting (AAA protocol). == Uses == Intranets are increasingly being used to deliver tools, such as for collaboration (to facilitate working in groups and teleconferencing) or corporate directories, sales and customer relationship management, or project management. Intranets are also used as corporate culture-change platforms. For example, a large number of employees using an intranet forum application to host a discussion about key issues could come up with new ideas related to management, productivity, quality, and other corporate issues. In large intranets, website traffic is often similar to public website traffic and can be better understood by using web metrics software to track overall activity. User surveys also improve intranet website effectiveness. Larger businesses allow users within their intranet to access public internet through firewall servers. They have the ability to screen incoming and outgoing messages, keeping security intact. When part of an intranet is made accessible to customers and others outside the business, it becomes part of an extranet. Businesses can send private messages through the public network using special encryption/decryption and other security safeguards to connect one part of their intranet to another. Intranet user-experience, editorial, and technology teams work together to produce in-house sites. Most commonly, intranets are managed by the communications, HR or CIO departments of large organizations, or some combination of these. Because of the scope and variety of content and the number of system interfaces, the intranets of many organizations are much more complex than their respective public websites. Intranets and the use of intranets are growing rapidly. According to the Intranet Design Annual 2007 from Nielsen Norman Group, the number of pages on participants' intranets averaged 200,000 over the years 2001 to 2003 and has grown to an average of 6 million pages over 2005–2007. == Benefits == Intranets can help users locate and view information faster and use applications relevant to their roles and responsibilities. With a web browser interface, users can access data held in any database the organization wants to make available at any time and — subject to security provisions — from anywhere within company workstations, increasing employees' ability to perform their jobs faster, more accurately, and with confidence that they have the right information. It also helps improve services provided to users. Using hypermedia and Web technology, Web publishing allows for the maintenance of and easy access to cumbersome corporate knowledge, such as employee manuals, benefits documents, company policies, business standards, news feeds, and even training, all of which can be accessed throughout a company using common Internet standards (Acrobat files, Flash files, CGI applications). Because each business unit can update the online copy of a document, the most recent version is usually available to employees using the intranet. Intranets are also used as a platform for developing and deploying applications to support business operations and decisions across the internetworked enterprise. Information is easily accessible to all authorised users, enabling collaboration. Being able to communicate in real-time through integrated third-party tools, such as an instant messenger, promotes the sharing of ideas and removes blockages to communication to help boost a business's productivity. Intranets can serve as powerful tools for communicating (such as through chat, email and/or blogs) within a given organization about vertically strategic initiatives that have a global reach throughout said organization. The type of information that can easily be conveyed is the purpose of the initiative and what it is aiming to achieve, who is driving it, results achieved to date, and whom to speak to for more information. By providing this information on the intranet, staff can keep up-to-date with the strategic focus of their organization. For example, when Nestlé had a number of food processing plants in Scandinavia, their central support system had to deal with a number of queries every day. When Nestlé decided to invest in an intranet, they quickly realized the savings. Gerry McGovern says that the savings from the reduction in query calls was substantially greater than the investment in the intranet. Users can view information and data via a web browser rather than maintaining physical documents such as procedure manuals, internal phone list and requisition forms. This can potentially save the business money on printing, duplicating documents, and the environment, as well as document maintenance overhead. For example, the HRM company PeopleSoft "derived significant cost savings by shifting HR processes to the intranet". McGovern goes on to say the manual cost of enrolling in benefits was found to be US$109.48 per enrollment. "Shifting this process to the intranet reduced the cost per enrollment to $21.79; a saving of 80 percent". Another company that saved money on expense reports was Cisco. "In 1996, Cisco processed 54,000 reports and the amount of dollars processed was USD19 million". Many companies dictate computer specifications which, in turn, may allow Intranet developers to write applications that only have to work on one browser such that there are no cross-browser compatibility issues. Being able to specifically address one's "viewer" is a great advantage. Since intranets are user-specific (requiring database/network authentication prior to access), users know exactly who they are interfacing with and can personalize their intranet based on role (job title, department) or individual ("Congratulations Jane, on your 3rd year with our company!"). Since "involvement in decision making" is one of the main drivers of employee engagement, offering tools (like forums or surveys) that foster peer-to-peer collaboration and employee participation can make employees feel more valued and involved. == Planning and creation == Most organizations devote considerable resources into the planning and implementation of their intranet as it is of strategic importance to the organization's success. Some of the planning would include topics such as determining the purpose and goals of the intranet, identifying persons or departments responsible for implementation and management and devising functional plans, page layouts and designs. The appropriate staff would also ensure that implementation schedules and phase-out of existing systems were organized, while defining and implementing security of the intranet and ensuring it lies within legal boundaries and other constraints. In order to produce a high-value end product, systems planners should determine the level of interactivity (e.g. wikis, on-line forms) desired. Planners may also consider whether the input of new data and updating of existing data is to be centrally controlled or devolve. These decisions sit alongside to the hardware and software considerations (like content management systems), participation issues (like good taste, harassment, confidentiality), and features to be supported. Intranets are often static sites; they are a shared drive, serving up centrally stored documents alongside internal articles or communications (often one-way communication). By leveraging firms which specialise in 'social' intranets, organisations are beginning to think of how their intranets can become a 'communication hub' for their entire team. The actual implementation would include steps such as securing senior management support and funding, conducting a business requirement analysis and identifying users' information needs. From the technical perspective, there would need to be a coordinated installation of the web server and user access netw

Automatic meter reading

Automatic meter reading (AMR) is the technology of automatically collecting consumption, diagnostic, and status data from water meter or energy metering devices (gas, electric) and transferring that data to a central database for billing, troubleshooting, and analyzing. This technology mainly saves utility providers the expense of periodic trips to each physical location to read a meter. Another advantage is that billing can be based on near real-time consumption rather than on estimates based on past or predicted consumption. This timely information coupled with analysis can help both utility providers and customers better control the use and production of electric energy, gas usage, or water consumption. AMR technologies include handheld, mobile and network technologies based on telephony platforms (wired and wireless), radio frequency (RF), or powerline transmission. == Technologies == === Touch technology === With touch-based AMR, a meter reader carries a handheld computer or data collection device with a wand or probe. The device automatically collects the readings from a meter by touching or placing the read probe close to a reading coil enclosed in the touchpad. When a button is pressed, the probe sends an interrogate signal to the touch module to collect the meter reading. The software in the device matches the serial number to one in the route database, and saves the meter reading for later download to a billing or data collection computer. Since the meter reader still has to go to the site of the meter, this is sometimes referred to as "on-site" AMR. Another form of contact reader uses a standardized infrared port to transmit data. Protocols are standardized between manufacturers by such documents as ANSI C12.18 or IEC 61107. === AMR hosting === AMR hosting is a back-office solution which allows a user to track their electricity, water, or gas consumption over the Internet. All data is collected in near real-time, and is stored in a database by data acquisition software. The user can view the data via a web application, and can analyze the data using various online analysis tools such as charting load profiles, analyzing tariff components, and verify their utility bill. === Radio frequency network === Radio frequency based AMR can take many forms. The more common ones are handheld, mobile, satellite and fixed network solutions. There are both two-way RF systems and one-way RF systems in use that use both licensed and unlicensed RF bands. In a two-way or "wake up" system, a radio signal is normally sent to an AMR meter's unique serial number, instructing its transceiver to power-up and transmit its data. The meter transceiver and the reading transceiver both send and receive radio signals. In a one-way "bubble-up" or continuous broadcast type system, the meter transmits continuously and data is sent every few seconds. This means the reading device can be a receiver only, and the meter a transmitter only. Data travels only from the meter transmitter to the reading receiver. There are also hybrid systems that combine one-way and two-way techniques, using one-way communication for reading and two-way communication for programming functions. RF-based meter reading usually eliminates the need for the meter reader to enter the property or home, or to locate and open an underground meter pit. The utility saves money by increased speed of reading, has less liability from entering private property, and has fewer missed readings from being unable to access the meter. The technology based on RF is not readily accepted everywhere. In several Asian countries, the technology faces a barrier of regulations in place pertaining to use of the radio frequency of any radiated power. For example, in India the radio frequency which is generally in ISM band is not free to use even for low power radio of 10 mW. The majority of manufacturers of electricity meters have radio frequency devices in the frequency band of 433/868 MHz for large scale deployment in European countries. The frequency band of 2.4 GHz can be now used in India for outdoor as well as indoor applications, but few manufacturers have shown products within this frequency band. Initiatives in radio frequency AMR in such countries are being taken up with regulators wherever the cost of licensing outweighs the benefits of AMR. ==== Handheld ==== In handheld AMR, a meter reader carries a handheld computer with a built-in or attached receiver/transceiver (radio frequency or touch) to collect meter readings from an AMR capable meter. This is sometimes referred to as "walk-by" meter reading since the meter reader walks by the locations where meters are installed as they go through their meter reading route. Handheld computers may also be used to manually enter readings without the use of AMR technology as an alternate but this will not support exhaustive data which can be accurately read using the meter reading electronically. ==== Mobile ==== Mobile or "drive-by" meter reading is where a reading device is installed in a vehicle. The meter reader drives the vehicle while the reading device automatically collects the meter readings. Often, for mobile meter reading, the reading equipment includes navigational and mapping features provided by GPS and mapping software. With mobile meter reading, the reader does not normally have to read the meters in any particular route order, but just drives the service area until all meters are read. Components often consist of a laptop or proprietary computer, software, RF receiver/transceiver, and external vehicle antennas. ==== Satellite ==== Transmitters for data collection satellites can be installed in the field next to existing meters. The satellite AMR devices communicate with the meter for readings, and then sends those readings over a fixed or mobile satellite network. This network requires a clear view to the sky for the satellite transmitter/receiver, but eliminates the need to install fixed towers or send out field technicians, thereby being particularly suited for areas with low geographic meter density. ==== RF technologies commonly used for AMR ==== Narrow Band (single fixed radio frequency) Spread spectrum Direct-sequence spread spectrum (DSSS) Frequency-hopping spread spectrum (FHSS) There are also meters using AMR with RF technologies such as cellular phone data systems, Zigbee, Bluetooth, Wavenis and others. Some systems operate with U.S. Federal Communications Commission (FCC) licensed frequencies and others under FCC Part 15, which allows use of unlicensed radio frequencies. ==== Wi-Fi ==== WiSmart is a versatile platform which can be used by a variety of electrical home appliances in order to provide wireless TCP/IP communication using the 802.11 b/g protocol. Devices such as the Smart Thermostat permit a utility to lower a home's power consumption to help manage power demand. The city of Corpus Christi became one of the first cities in the United States to implement citywide Wi-Fi, which had been free until May 31, 2007, mainly to facilitate AMR after a meter reader was attacked by a dog. Today many meters are designed to transmit using Wi-Fi, even if a Wi-Fi network is not available, and they are read using a drive-by local Wi-Fi hand held receiver. The meters installed in Corpus Christi are not directly Wi-Fi enabled, but rather transmit narrow-band burst telemetry on the 460 MHz band. This narrow-band signal has much greater range than Wi-Fi, so the number of receivers required for the project are far fewer. Special receiver stations then decode the narrow-band signals and resend the data via Wi-Fi. Most of the automated utility meters installed in the Corpus Christi area are battery powered. Wi-Fi technology is unsuitable for long-term battery-powered operation. === Power line communication === PLC is a method where electronic data is transmitted over power lines back to the substation, then relayed to a central computer in the utility's main office. This would be considered a type of fixed network system—the network being the distribution network which the utility has built and maintains to deliver electric power. Such systems are primarily used for electric meter reading. Some providers have interfaced gas and water meters to feed into a PLC type system. == Brief history == In 1972, Theodore George "Ted" Paraskevakos, while working with Boeing in Huntsville, Alabama, developed a sensor monitoring system which used digital transmission for security, fire and medical alarm systems as well as meter reading capabilities for all utilities. This technology was a spin-off of the automatic telephone line identification system, now known as caller ID. In 1974, Paraskevakos was awarded a U.S. patent for this technology. In 1977, he launched Metretek, Inc., which developed and produced the first fully automated, commercially available remote meter reading and load management system. Since this system was developed pre-Internet, Metret

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