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  Machine-learned interatomic potential

  Machine-learned interatomic potentials (MLIPs), or simply machine learning potentials (MLPs), are interatomic potentials constructed using machine learning. Beginning in the 1990s, researchers have employed such programs to construct interatomic potentials by mapping atomic structures to their potential energies. These potentials are referred to as MLIPs or MLPs. Such machine learning potentials promised to fill the gap between density functional theory, a highly accurate but computationally intensive modelling method, and empirically derived or intuitively-approximated potentials, which were far lighter computationally but substantially less accurate. Improvements in artificial intelligence technology heightened the accuracy of MLPs while lowering their computational cost, increasing the role of machine learning in fitting potentials. Machine learning potentials began by using neural networks to tackle low-dimensional systems. While promising, these models could not systematically account for interatomic energy interactions; they could be applied to small molecules in a vacuum, or molecules interacting with frozen surfaces, but not much else – and even in these applications, the models often relied on force fields or potentials derived empirically or with simulations. These models thus remained confined to academia. Modern neural networks construct highly accurate and computationally light potentials, as theoretical understanding of materials science was increasingly built into their architectures and preprocessing. Almost all are local, accounting for all interactions between an atom and its neighbor up to some cutoff radius. There exist some nonlocal models, but these have been experimental for almost a decade. For most systems, reasonable cutoff radii enable highly accurate results. Almost all neural networks intake atomic coordinates and output potential energies. For some, these atomic coordinates are converted into atom-centered symmetry functions. From this data, a separate atomic neural network is trained for each element; each atomic network is evaluated whenever that element occurs in the given structure, and then the results are pooled together at the end. This process – in particular, the atom-centered symmetry functions which convey translational, rotational, and permutational invariances – has greatly improved machine learning potentials by significantly constraining the neural network search space. Other models use a similar process but emphasize bonds over atoms, using pair symmetry functions and training one network per atom pair. Other models to learn their own descriptors rather than using predetermined symmetry-dictating functions. These models, called message-passing neural networks (MPNNs), are graph neural networks. Treating molecules as three-dimensional graphs (where atoms are nodes and bonds are edges), the model takes feature vectors describing the atoms as input, and iteratively updates these vectors as information about neighboring atoms is processed through message functions and convolutions. These feature vectors are then used to predict the final potentials. The flexibility of this method often results in stronger, more generalizable models. In 2017, the first-ever MPNN model (a deep tensor neural network) was used to calculate the properties of small organic molecules. == Gaussian Approximation Potential (GAP) == One popular class of machine-learned interatomic potential is the Gaussian Approximation Potential (GAP), which combines compact descriptors of local atomic environments with Gaussian process regression to machine learn the potential energy surface of a given system. To date, the GAP framework has been used to successfully develop a number of MLIPs for various systems, including for elemental systems such as carbon, silicon, phosphorus, and tungsten, as well as for multicomponent systems such as Ge2Sb2Te5 and austenitic stainless steel, Fe7Cr2Ni. == Equivariant graph neural networks == A significant limitation of early MPNNs was that they were not inherently equivariant to rotations and reflections of atomic structures — meaning predictions could change depending on how a molecule was oriented in space. Beginning around 2021, a new class of models addressed this by incorporating equivariance directly into the message-passing layers using spherical harmonics and irreducible representations. Notable examples include NequIP (2021), MACE (2022), and GemNet-OC (2022). These equivariant architectures proved substantially more data-efficient and accurate than their predecessors, and became the dominant paradigm for high-accuracy MLIPs. == Universal MLIPs and large-scale datasets == Early MLIPs were system-specific, trained on a few thousand structures of a single material. A major shift occurred with the creation of large, chemically diverse datasets enabling models that generalize across many elements, bonding environments, and application domains — so-called universal MLIPs. A key driver was the Open Catalyst Project (OC20, OC22), a collaboration between Meta AI (FAIR) and Carnegie Mellon University launched in 2020. OC20 comprises approximately 1.3 million DFT relaxations across 82 elements, designed to accelerate the discovery of catalysts for renewable energy applications. It was among the first datasets large enough to train GNNs that generalize across diverse chemical systems, and established a widely-used benchmark for the field. A subsequent dataset, Open Direct Air Capture (OpenDAC 2023 and OpenDAC 2025), applied the same approach to carbon capture, providing a large computational database of metal-organic frameworks and sorbent candidates evaluated for CO₂ capture, generated using nearly 400 million CPU hours of quantum chemistry calculations in collaboration with Georgia Tech. These datasets revealed a new challenge: the GNN architectures most effective for atomic simulations were memory-intensive, as they model higher-order interactions between triplets or quadruplets of atoms, making it difficult to scale model size. Graph Parallelism, introduced by Sriram et al. (ICLR 2022), addressed this by distributing a single input graph across multiple GPUs — a distinct strategy from data parallelism (which distributes training examples) or model parallelism (which distributes layers). This enabled training GNNs with hundreds of millions to billions of parameters for the first time. Building on these foundations, Meta FAIR released the Universal Model for Atoms (UMA) in 2025, trained on approximately 500 million unique 3D atomic structures spanning molecules, materials, and catalysts — the largest training run to date for an MLIP. UMA introduced a Mixture of Linear Experts (MoLE) architecture, enabling one model to learn from datasets generated by different DFT codes and settings without significant inference overhead. It matches or surpasses specialized models across catalysis, materials, and molecular benchmarks without task-specific fine-tuning, and has been described as marking a "pre/post-UMA" divide in the field. == Applications == Catalyst discovery: MLIPs have significantly accelerated the computational screening of heterogeneous catalysts by replacing expensive DFT relaxations with fast neural network surrogates. The Open Catalyst Project explicitly targets this application, aiming to identify new catalysts for green hydrogen production and other renewable energy reactions. Carbon capture: The OpenDAC project applies universal MLIPs to screening sorbent materials for direct air capture of CO₂, a key technology for climate change mitigation. AI-accelerated screening allows evaluation of orders of magnitude more candidate materials than traditional DFT workflows. Drug discovery and molecular design: MLIPs are increasingly used in pharmaceutical research to model molecular conformations and binding energies. The Open Molecules 2025 (OMol25) dataset, released by Meta FAIR in 2025, provides high-accuracy calculations for a large set of molecular systems to support this use case. Materials discovery: Universal MLIPs enable high-throughput screening of novel inorganic materials, including battery electrolytes, semiconductors, and superconductors, by rapidly estimating stability and properties across large chemical spaces.

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  Letter frequency

  Letter frequency is the number of times letters of the alphabet appear on average in written language. Letter frequency analysis dates back to the Arab mathematician Al-Kindi (c. AD 801–873), who formally developed the method to break ciphers. Letter frequency analysis gained importance in Europe with the development of movable type in AD 1450, wherein one must estimate the amount of type required for each letterform. Linguists use letter frequency analysis as a rudimentary technique for language identification, where it is particularly effective as an indication of whether an unknown writing system is alphabetic, syllabic, or logographic. The use of letter frequencies and frequency analysis plays a fundamental role in cryptograms and several word puzzle games, including hangman, Scrabble, Wordle and the television game show Wheel of Fortune. One of the earliest descriptions in classical literature of applying the knowledge of English letter frequency to solving a cryptogram is found in Edgar Allan Poe's famous story "The Gold-Bug", where the method is successfully applied to decipher a message giving the location of a treasure hidden by Captain Kidd. Herbert S. Zim, in his classic introductory cryptography text Codes and Secret Writing, gives the English letter frequency sequence as "ETAON RISHD LFCMU GYPWB VKJXZQ", the most common letter pairs as "TH HE AN RE ER IN ON AT ND ST ES EN OF TE ED OR TI HI AS TO", and the most common doubled letters as "LL EE SS OO TT FF RR NN PP CC". Different ways of counting can produce somewhat different orders. Letter frequencies also have a strong effect on the design of some keyboard layouts. The most frequent letters are placed on the home row of the Blickensderfer typewriter, the Dvorak keyboard layout, Colemak and other optimized layouts, while the commonly used QWERTY layout places common letters apart from each other to prevent typewriter jamming. == Background == The frequency of letters in text has been studied for use in cryptanalysis, and frequency analysis in particular, dating back to the Arab mathematician al-Kindi (c. AD 801–873 ), who formally developed the method (the ciphers breakable by this technique go back at least to the Caesar cipher used by Julius Caesar, so this method could have been explored in classical times). Letter frequency analysis gained additional importance in Europe with the development of movable type in AD 1450, wherein one must estimate the amount of type required for each letterform, as evidenced by the variations in letter compartment size in typographer's type cases. No exact letter frequency distribution underlies a given language, since all writers write slightly differently. However, most languages have a characteristic distribution which is strongly apparent in longer texts. Even language changes as extreme as from Old English to modern English (regarded as mutually unintelligible) show strong trends in related letter frequencies: over a small sample of Biblical passages, from most frequent to least frequent, enaid sorhm tgþlwu æcfy ðbpxz of Old English compares to eotha sinrd luymw fgcbp kvjqxz of modern English, with the most extreme differences concerning letterforms not shared. Linotype machines for the English language assumed the letter order, from most to least common, to be etaoin shrdlu cmfwyp vbgkqj xz based on the experience and custom of manual compositors. The equivalent for the French language was elaoin sdrétu cmfhyp vbgwqj xz. Arranging the alphabet in Morse into groups of letters that require equal amounts of time to transmit, and then sorting these groups in increasing order, yields e it san hurdm wgvlfbk opxcz jyq. Letter frequency was used by other telegraph systems, such as the Murray Code. Similar ideas are used in modern data-compression techniques such as Huffman coding. Letter frequencies, like word frequencies, tend to vary, both by writer and by subject. For instance, ⟨d⟩ occurs with greater frequency in fiction, as most fiction is written in past tense and thus most verbs will end in the inflectional suffix -ed / -d. One cannot write an essay about x-rays without using ⟨x⟩ frequently, and the essay will have an idiosyncratic letter frequency if the essay is about, say, Queen Zelda of Zanzibar requesting X-rays from Qatar to examine hypoxia in zebras. Different authors have habits which can be reflected in their use of letters. Hemingway's writing style, for example, is visibly different from Faulkner's. Letter, bigram, trigram, word frequencies, word length, and sentence length can be calculated for specific authors and used to prove or disprove authorship of texts, even for authors whose styles are not so divergent. Accurate average letter frequencies can only be gleaned by analyzing a large amount of representative text. With the availability of modern computing and collections of large text corpora, such calculations are easily made. Examples can be drawn from a variety of sources (press reporting, religious texts, scientific texts and general fiction) and there are differences especially for general fiction with the position of ⟨h⟩ and ⟨i⟩, with ⟨h⟩ becoming more common. Different dialects of a language will also affect a letter's frequency. For example, an author in the United States would produce something in which ⟨z⟩ is more common than an author in the United Kingdom writing on the same topic: words like "analyze", "apologize", and "recognize" contain the letter in American English, whereas the same words are spelled "analyse", "apologise", and "recognise" in British English. This would highly affect the frequency of the letter ⟨z⟩, as it is rarely used by British writers in the English language. The "top twelve" letters constitute about 80% of the total usage. The "top eight" letters constitute about 65% of the total usage. Letter frequency as a function of rank can be fitted well by several rank functions, with the two-parameter Cocho/Beta rank function being the best. Another rank function with no adjustable free parameter also fits the letter frequency distribution reasonably well (the same function has been used to fit the amino acid frequency in protein sequences.) A spy using the VIC cipher or some other cipher based on a straddling checkerboard typically uses a mnemonic such as "a sin to err" (dropping the second "r") or "at one sir" to remember the top eight characters. == Relative frequencies of letters in the English language == There are three ways to count letter frequency that result in very different charts for common letters. The first method, used in the chart below, is to count letter frequency in lemmas of a dictionary. The lemma is the word in its canonical form. The second method is to include all word variants when counting, such as "abstracts", "abstracted" and "abstracting" and not just the lemma of "abstract". This second method results in letters like ⟨s⟩ appearing much more frequently, such as when counting letters from lists of the most used English words on the Internet. ⟨s⟩ is especially common in inflected words (non-lemma forms) because it is added to form plurals and third person singular present tense verbs. A final method is to count letters based on their frequency of use in actual texts, resulting in certain letter combinations like ⟨th⟩ becoming more common due to the frequent use of common words like "the", "then", "both", "this", etc. Absolute usage frequency measures like this are used when creating keyboard layouts or letter frequencies in old fashioned printing presses. An analysis of entries in the Concise Oxford dictionary, ignoring frequency of word use, gives an order of "EARIOTNSLCUDPMHGBFYWKVXZJQ". The letter-frequency table above is taken from Pavel Mička's website, which cites Robert Lewand's Cryptological Mathematics. According to Lewand, arranged from most to least common in appearance, the letters are: etaoinshrdlcumwfgypbvkjxqz. Lewand's ordering differs slightly from others, such as Cornell University Math Explorer's Project, which produced a table after measuring 40,000 words. In English, the space character occurs almost twice as frequently as the top letter (⟨e⟩) and the non-alphabetic characters (digits, punctuation, etc.) collectively occupy the fourth position (having already included the space) between ⟨t⟩ and ⟨a⟩. == Relative frequencies of the first letters of a word in the English language == The frequency of the first letters of words or names is helpful in pre-assigning space in physical files and indexes. Given 26 filing cabinet drawers, rather than a 1:1 assignment of one drawer to one letter of the alphabet, it is often useful to use a more equal-frequency-letter code by assigning several low-frequency letters to the same drawer (often one drawer is labeled VWXYZ), and to split up the most-frequent initial letters (⟨s, a, c⟩) into several drawers (often 6 drawers Aa-An, Ao-Az, Ca-Cj, Ck-Cz, Sa-Si, Sj-Sz). The same system is used in some mult

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  Computer network

  In computer science, computer engineering, and telecommunications, a network is a group of communicating computers and peripherals known as hosts, which communicate data to other hosts via communication protocols, as facilitated by networking hardware. Within a computer network, hosts are identified by network addresses, which allow networking hardware to locate and identify hosts. Hosts may also have hostnames, memorable labels for the host nodes, which can be mapped to a network address using a hosts file or a name server such as Domain Name Service. The physical medium that supports information exchange includes wired media like copper cables, optical fibers, and wireless radio-frequency media. The arrangement of hosts and hardware within a network architecture is known as the network topology. The first computer network was created in 1940 when George Stibitz connected a terminal at Dartmouth to his Complex Number Calculator at Bell Labs in New York. Today, almost all computers are connected to a computer network, such as the global Internet or embedded networks such as those found in many modern electronic devices. Many applications have only limited functionality unless they are connected to a network. Networks support applications and services, such as access to the World Wide Web, digital video and audio, application and storage servers, printers, and email and instant messaging applications. == History == === Early origins (1940 – 1960s) === In 1940, George Stibitz of Bell Labs connected a teletype at Dartmouth to a Bell Labs computer running his Complex Number Calculator to demonstrate the use of computers at long distance. This was the first real-time, remote use of a computing machine. In the late 1950s, a network of computers was built for the U.S. military Semi-Automatic Ground Environment (SAGE) radar system using the Bell 101 modem. It was the first commercial modem for computers, released by AT&T Corporation in 1958. The modem allowed digital data to be transmitted over regular unconditioned telephone lines at a speed of 110 bits per second (bit/s). In 1959, Christopher Strachey filed a patent application for time-sharing in the United Kingdom and John McCarthy initiated the first project to implement time-sharing of user programs at MIT. Strachey passed the concept on to J. C. R. Licklider at the inaugural UNESCO Information Processing Conference in Paris that year. McCarthy was instrumental in the creation of three of the earliest time-sharing systems (the Compatible Time-Sharing System in 1961, the BBN Time-Sharing System in 1962, and the Dartmouth Time-Sharing System in 1963). In 1959, Anatoly Kitov proposed to the Central Committee of the Communist Party of the Soviet Union a detailed plan for the re-organization of the control of the Soviet armed forces and of the Soviet economy on the basis of a network of computing centers. Kitov's proposal was rejected, as later was the 1962 OGAS economy management network project. During the 1960s, Paul Baran and Donald Davies independently invented the concept of packet switching for data communication between computers over a network. Baran's work addressed adaptive routing of message blocks across a distributed network, but did not include routers with software switches, nor the idea that users, rather than the network itself, would provide the reliability. Davies' hierarchical network design included high-speed routers, communication protocols and the essence of the end-to-end principle. The NPL network, a local area network at the National Physical Laboratory (United Kingdom), pioneered the implementation of the concept in 1968-69 using 768 kbit/s links. Both Baran's and Davies' inventions were seminal contributions that influenced the development of computer networks. === ARPANET (1969 – 1974) === In 1962 and 1963, J. C. R. Licklider sent a series of memos to office colleagues discussing the concept of the "Intergalactic Computer Network", a computer network intended to allow general communications among computer users. This ultimately became the basis for the ARPANET, which began in 1969. That year, the first four nodes of the ARPANET were connected using 50 kbit/s circuits between the University of California at Los Angeles, the Stanford Research Institute, the University of California, Santa Barbara, and the University of Utah. Designed principally by Bob Kahn, the network's routing, flow control, software design and network control were developed by the IMP team working for Bolt Beranek & Newman. In the early 1970s, Leonard Kleinrock carried out mathematical work to model the performance of packet-switched networks, which underpinned the development of the ARPANET. His theoretical work on hierarchical routing in the late 1970s with student Farouk Kamoun remains critical to the operation of the Internet today. In 1973, Peter Kirstein put internetworking into practice at University College London (UCL), connecting the ARPANET to British academic networks, the first international heterogeneous computer network. That same year, Robert Metcalfe wrote a formal memo at Xerox PARC describing Ethernet, a local area networking system he created with David Boggs. It was inspired by the packet radio ALOHAnet, started by Norman Abramson and Franklin Kuo at the University of Hawaii in the late 1960s. Metcalfe and Boggs, with John Shoch and Edward Taft, also developed the PARC Universal Packet for internetworking. That year, the French CYCLADES network, directed by Louis Pouzin was the first to make the hosts responsible for the reliable delivery of data, rather than this being a centralized service of the network itself. === The internet (1974 – present) === In 1974, Vint Cerf and Bob Kahn published their seminal 1974 paper on internetworking, A Protocol for Packet Network Intercommunication. Later that year, Cerf, Yogen Dalal, and Carl Sunshine wrote the first Transmission Control Protocol (TCP) specification, RFC 675, coining the term Internet as a shorthand for internetworking. In July 1976, Metcalfe and Boggs published their paper "Ethernet: Distributed Packet Switching for Local Computer Networks" and in December 1977, together with Butler Lampson and Charles P. Thacker, they received U.S. patent 4063220A for their invention. In 1976, John Murphy of Datapoint Corporation created ARCNET, a token-passing network first used to share storage devices. In 1979, Robert Metcalfe pursued making Ethernet an open standard. In 1980, Ethernet was upgraded from the original 2.94 Mbit/s protocol to the 10 Mbit/s protocol, which was developed by Ron Crane, Bob Garner, Roy Ogus, Hal Murray, Dave Redell and Yogen Dalal. In 1986, the National Science Foundation (NSF) launched the National Science Foundation Network (NSFNET) as a general-purpose research network connecting various NSF-funded sites to each other and to regional research and education networks. In 1995, the transmission speed capacity for Ethernet increased from 10 Mbit/s to 100 Mbit/s. By 1998, Ethernet supported transmission speeds of 1 Gbit/s. Subsequently, higher speeds of up to 800 Gbit/s were added (as of 2025). The scaling of Ethernet has been a contributing factor to its continued use. In the 1980s and 1990s, as embedded systems were becoming increasingly important in factories, cars, and airplanes, network protocols were developed to allow the embedded computers to communicate. In the late 1990s and 2000s, ubiquitous computing and an Internet of Things became popular. === Commercial usage === In 1960, the commercial airline reservation system semi-automatic business research environment (SABRE) went online with two connected mainframes. In 1965, Western Electric introduced the first widely used telephone switch that implemented computer control in the switching fabric. In 1972, commercial services were first deployed on experimental public data networks in Europe. Public data networks in Europe, North America and Japan began using X.25 in the late 1970s and interconnected with X.75. This underlying infrastructure was used for expanding TCP/IP networks in the 1980s. In 1977, the first long-distance fiber network was deployed by GTE in Long Beach, California. == Hardware == === Network links === The transmission media used to link devices to form a computer network include electrical cable, optical fiber, and free space. In the OSI model, the software to handle the media is defined at layers 1 and 2 — the physical layer and the data link layer. Common examples of networking technologies include: Ethernet is a widely adopted family of networking technologies that use copper and fiber media in local area networks (LAN). The media and protocol standards that enable communication between networked devices over Ethernet are defined by IEEE 802.3. Wireless LAN standards, which use radio waves. Some standards use infrared signals as a transmission medium. Power line communication uses a building's power cabling to transmit

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  Social media use in the fashion industry

  Social media in the fashion industry refers to the use of social media platforms by fashion designers and users to promote and participate in trends. Over the past several decades, the development of social media has increased along with its usage by consumers. The COVID-19 pandemic was a sharp turn of reliance on the virtual sphere for the industry and consumers alike. Social media has created new channels of advertising for fashion houses to reach their target markets. Since its surge in 2009, luxury fashion brands have used social media to build interactions between the brand and its customers to increase awareness and engagement. The emergence of influencers on social media has created a new way of advertising and maintaining customer relationships in the fashion industry. Numerous social media platforms are used to promote fashion trends, with Instagram and TikTok being the most popular among Generation Y and Z. The overall impact of social media in the fashion industry included the creation of online communities, direct communication between industry leaders and consumers, and criticized ideals that are promoted by the industry through social media. == Background == In 2003, at the beginning of social media development, MySpace was founded as a “social networking service.” It allowed people to create a profile, connect with other people, and post videos, pictures, and songs. As MySpace grew in popularity, it attracted interest from companies wishing to promote their brands on the social platform. MySpace is most well known for exposing musicians and artists who made it big in the industry, and companies wanted to capitalize on their popularity by making brand deals. One of MySpace's deals was with Chevrolet, putting on a ‘secret show’. They had a ‘secret’ list of 10 top artists on MySpace, and many artists posted about the show on their accounts. Another brand deal was with Gucci promoting their “Gucci Synch Watch”, which was very successful as Gucci tapped into the youthful audience on MySpace and advertised a sleek, simple, trendy unisex watch. In 2005, YouTube was released and remains one of the most popular social media platforms today. YouTube allows users to upload videos and is free to anyone with access to the internet. It grew in popularity offering a range of videos: vlogs, cooking, health and diet videos, step-by-step tutorials, tutoring help, and more. Much like MySpace, users create accounts and can build a following, often referring to themselves as ‘YouTubers.’ When YouTube grew in popularity, it piqued the interest of brands wanting to partner with YouTube and individual YouTubers. Some brand deals were made by having ads at the beginning of each video, and the YouTuber would make a profit from each view they receive. Some deals are made by individual YouTubers thanking the brand in videos and promoting the brand's products. More recently, YouTube has delved into fashion. While there were always YouTube channels for Vogue and other fashion companies, popular YouTubers have been invited to different fashion shows and have filmed experiences there. Brands are able to target individual YouTubers based on their followers and the target audiences. In 2010, Instagram was launched, which enlarged the scope of fashion advertising. Instagram allows people to post pictures and short videos with the ability to tag different accounts. For brand deals, companies can simply be tagged in a picture instead of creating ads or lines for a user to say. In each picture, users can tag the brands of clothing they were wearing, making it very easy to promote brands. Additionally, Instagram could display ads on users' feed based on other posts the users liked, which used by fashion companies to target their potential customers. Users also use Instagram to promote fashion when they get invited to fashion events. For example, they can take a picture at the event and post it to their Instagram and put their location at the venue and tag the company. During the beginning of the COVID-19 pandemic, companies relied more on social media to keep their public virtually engaged. Fashion companies had virtual fashion shows, creating videos and content about their designs. As social media expands and new platforms come into existence, new ways of advertising are projected to be created. == Uses == === Advertising === Social media is a popular use of advertisement in the fashion industry. Information sharing has expanded due to the growth of social media platforms, which impacts social consumer involvement with fashion brands. Fashion companies use social media platforms to reach customers on emotional levels and stoke engagement with brand images and messages. Researchers in the United Kingdom have demonstrated that engaging with customers with social media messages that express social passion, social tendency, and personal warmth can boost social engagement with fashion brands. In social spheres, fashion is a method for individuals to represent their distinction through clothing. Some people who desire to socially influence others through their fashion and style now have the possibility thanks to social media in the fashion sector. Customers who want to purchase fashion brands frequently follow fashion authorities on social media and heed their recommendations for purchasing fashion products. === Influencers === Companies leveraged celebrities' fame and social standing to advertise their brands, as Tommy Hilfiger did when incorporating social media into their marketing strategy, making Gigi Hadid, who has 15.5 million Instagram followers as of 2016, a brand ambassador. Though recent developments in social media platforms have led to an increase in the awareness of influencers. Influencer marketing has emerged as a fast expanding marketing strategy in various industries as a result of the unheard-of increase in the number of social media influencers' followers. Recently, influencer marketing has received significant attention in the fashion industry. Research shows that influencer marketing may provide a rate of influence that is 11x times greater than that of other conventional advertising channels. Fashion consumers, specifically those in generations Y and Z, may be more influenced by influencers in the context of the fashion industries as they often view them as friends and personal assistants. Fashion influencer marketing on social media platforms have led fashion consumption on social sopping services. One of these social fashion services is LTK (LIKEtoKNOW.it before 2021) where everyday consumers can find and purchase clothing worn by social media fashion influencers (also known as SMFIs). Launched in 2014, LTK has gained a massive following on Instagram (over 3 million) and has 1.3 million registered users on their mobile application. Utilizing SMFIs has led to massive sales within the fashion industry, 80% of visitors of Nordstrom's mobile platform are referred by influencers. Social media fashion influencers try new fashion products, adopt fashion trends and have power in what their audience purchases. Social media fashion influencers gain a following though promoting fashion products, and posting about their lavish lifestyles attained through their higher socioeconomic status. The attractive lifestyles of the influencers influence their followers to mimic their luxurious lifestyle and are allowed to consume the same products through social shopping services. In addition to brands themselves having direct access to social media users, many content creators have great influence over consumers. "Influencers" across all social media platforms have great power when it comes to where people shop and what they purchase. Influencer marketing has become one of the most effective marketing strategies for many fashion brands. These brand deals and creator partnerships are targeted towards Millennial and Gen Z consumers, specifically on Instagram and TikTok, and 74% of consumers have made a purchase simply because an influencer they follow had recommended it. === Trends === The connection between social media and fashion has become common. Influencer marketing has emerged as a necessity and crucial component of advertising. 85% of American businesses are presently using influencer marketing as part of their marketing plan. Wearing fashion brands is a method to show oneself at social gatherings. Through their clothing, people try to demonstrate how distinct they are. Some people who really desire to socially influence others through their fashion and style now have the possibility thanks to social media in the fashion sector. Customers who want to purchase fashion brands frequently follow fashion authorities on social media and heed their recommendations for purchasing fashion products. In January 2021, the Italian fashion house Bottega Veneta deleted all its social media accounts "to lean much more on its ambassadors and fans" to spread the com

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  Reparameterization trick

  The reparameterization trick (aka "reparameterization gradient estimator") is a technique used in statistical machine learning, particularly in variational inference, variational autoencoders, and stochastic optimization. It allows for the efficient computation of gradients through random variables, enabling the optimization of parametric probability models using stochastic gradient descent, and the variance reduction of estimators. It was developed in the 1980s in operations research, under the name of "pathwise gradients", or "stochastic gradients". Its use in variational inference was proposed in 2013. == Mathematics == Let z {\displaystyle z} be a random variable with distribution q ϕ ( z ) {\displaystyle q_{\phi }(z)} , where ϕ {\displaystyle \phi } is a vector containing the parameters of the distribution. === REINFORCE estimator === Consider an objective function of the form: L ( ϕ ) = E z ∼ q ϕ ( z ) [ f ( z ) ] {\displaystyle L(\phi )=\mathbb {E} _{z\sim q_{\phi }(z)}[f(z)]} Without the reparameterization trick, estimating the gradient ∇ ϕ L ( ϕ ) {\displaystyle \nabla _{\phi }L(\phi )} can be challenging, because the parameter appears in the random variable itself. In more detail, we have to statistically estimate: ∇ ϕ L ( ϕ ) = ∇ ϕ ∫ d z q ϕ ( z ) f ( z ) {\displaystyle \nabla _{\phi }L(\phi )=\nabla _{\phi }\int dz\;q_{\phi }(z)f(z)} The REINFORCE estimator, widely used in reinforcement learning and especially policy gradient, uses the following equality: ∇ ϕ L ( ϕ ) = ∫ d z q ϕ ( z ) ∇ ϕ ( ln ⁡ q ϕ ( z ) ) f ( z ) = E z ∼ q ϕ ( z ) [ ∇ ϕ ( ln ⁡ q ϕ ( z ) ) f ( z ) ] {\displaystyle \nabla _{\phi }L(\phi )=\int dz\;q_{\phi }(z)\nabla _{\phi }(\ln q_{\phi }(z))f(z)=\mathbb {E} _{z\sim q_{\phi }(z)}[\nabla _{\phi }(\ln q_{\phi }(z))f(z)]} This allows the gradient to be estimated: ∇ ϕ L ( ϕ ) ≈ 1 N ∑ i = 1 N ∇ ϕ ( ln ⁡ q ϕ ( z i ) ) f ( z i ) {\displaystyle \nabla _{\phi }L(\phi )\approx {\frac {1}{N}}\sum _{i=1}^{N}\nabla _{\phi }(\ln q_{\phi }(z_{i}))f(z_{i})} The REINFORCE estimator has high variance, and many methods were developed to reduce its variance. === Reparameterization estimator === The reparameterization trick expresses z {\displaystyle z} as: z = g ϕ ( ϵ ) , ϵ ∼ p ( ϵ ) {\displaystyle z=g_{\phi }(\epsilon ),\quad \epsilon \sim p(\epsilon )} Here, g ϕ {\displaystyle g_{\phi }} is a deterministic function parameterized by ϕ {\displaystyle \phi } , and ϵ {\displaystyle \epsilon } is a noise variable drawn from a fixed distribution p ( ϵ ) {\displaystyle p(\epsilon )} . This gives: L ( ϕ ) = E ϵ ∼ p ( ϵ ) [ f ( g ϕ ( ϵ ) ) ] {\displaystyle L(\phi )=\mathbb {E} _{\epsilon \sim p(\epsilon )}[f(g_{\phi }(\epsilon ))]} Now, the gradient can be estimated as: ∇ ϕ L ( ϕ ) = E ϵ ∼ p ( ϵ ) [ ∇ ϕ f ( g ϕ ( ϵ ) ) ] ≈ 1 N ∑ i = 1 N ∇ ϕ f ( g ϕ ( ϵ i ) ) {\displaystyle \nabla _{\phi }L(\phi )=\mathbb {E} _{\epsilon \sim p(\epsilon )}[\nabla _{\phi }f(g_{\phi }(\epsilon ))]\approx {\frac {1}{N}}\sum _{i=1}^{N}\nabla _{\phi }f(g_{\phi }(\epsilon _{i}))} == Examples == For some common distributions, the reparameterization trick takes specific forms: Normal distribution: For z ∼ N ( μ , σ 2 ) {\displaystyle z\sim {\mathcal {N}}(\mu ,\sigma ^{2})} , we can use: z = μ + σ ϵ , ϵ ∼ N ( 0 , 1 ) {\displaystyle z=\mu +\sigma \epsilon ,\quad \epsilon \sim {\mathcal {N}}(0,1)} Exponential distribution: For z ∼ Exp ( λ ) {\displaystyle z\sim {\text{Exp}}(\lambda )} , we can use: z = − 1 λ log ⁡ ( ϵ ) , ϵ ∼ Uniform ( 0 , 1 ) {\displaystyle z=-{\frac {1}{\lambda }}\log(\epsilon ),\quad \epsilon \sim {\text{Uniform}}(0,1)} Discrete distribution can be reparameterized by the Gumbel distribution (Gumbel-softmax trick or "concrete distribution") and diffusion models. In general, any distribution that is differentiable with respect to its parameters can be reparameterized by inverting the multivariable CDF function, then apply the implicit method. See for an exposition and application to the Gamma, Beta, Dirichlet, and von Mises distributions. == Applications == === Variational autoencoder === In Variational Autoencoders (VAEs), the VAE objective function, known as the Evidence Lower Bound (ELBO), is given by: ELBO ( ϕ , θ ) = E z ∼ q ϕ ( z | x ) [ log ⁡ p θ ( x | z ) ] − D KL ( q ϕ ( z | x ) | | p ( z ) ) {\displaystyle {\text{ELBO}}(\phi ,\theta )=\mathbb {E} _{z\sim q_{\phi }(z|x)}[\log p_{\theta }(x|z)]-D_{\text{KL}}(q_{\phi }(z|x)||p(z))} where q ϕ ( z | x ) {\displaystyle q_{\phi }(z|x)} is the encoder (recognition model), p θ ( x | z ) {\displaystyle p_{\theta }(x|z)} is the decoder (generative model), and p ( z ) {\displaystyle p(z)} is the prior distribution over latent variables. The gradient of ELBO with respect to θ {\displaystyle \theta } is simply E z ∼ q ϕ ( z | x ) [ ∇ θ log ⁡ p θ ( x | z ) ] ≈ 1 L ∑ l = 1 L ∇ θ log ⁡ p θ ( x | z l ) {\displaystyle \mathbb {E} _{z\sim q_{\phi }(z|x)}[\nabla _{\theta }\log p_{\theta }(x|z)]\approx {\frac {1}{L}}\sum _{l=1}^{L}\nabla _{\theta }\log p_{\theta }(x|z_{l})} but the gradient with respect to ϕ {\displaystyle \phi } requires the trick. Express the sampling operation z ∼ q ϕ ( z | x ) {\displaystyle z\sim q_{\phi }(z|x)} as: z = μ ϕ ( x ) + σ ϕ ( x ) ⊙ ϵ , ϵ ∼ N ( 0 , I ) {\displaystyle z=\mu _{\phi }(x)+\sigma _{\phi }(x)\odot \epsilon ,\quad \epsilon \sim {\mathcal {N}}(0,I)} where μ ϕ ( x ) {\displaystyle \mu _{\phi }(x)} and σ ϕ ( x ) {\displaystyle \sigma _{\phi }(x)} are the outputs of the encoder network, and ⊙ {\displaystyle \odot } denotes element-wise multiplication. Then we have ∇ ϕ ELBO ( ϕ , θ ) = E ϵ ∼ N ( 0 , I ) [ ∇ ϕ log ⁡ p θ ( x | z ) + ∇ ϕ log ⁡ q ϕ ( z | x ) − ∇ ϕ log ⁡ p ( z ) ] {\displaystyle \nabla _{\phi }{\text{ELBO}}(\phi ,\theta )=\mathbb {E} _{\epsilon \sim {\mathcal {N}}(0,I)}[\nabla _{\phi }\log p_{\theta }(x|z)+\nabla _{\phi }\log q_{\phi }(z|x)-\nabla _{\phi }\log p(z)]} where z = μ ϕ ( x ) + σ ϕ ( x ) ⊙ ϵ {\displaystyle z=\mu _{\phi }(x)+\sigma _{\phi }(x)\odot \epsilon } . This allows us to estimate the gradient using Monte Carlo sampling: ∇ ϕ ELBO ( ϕ , θ ) ≈ 1 L ∑ l = 1 L [ ∇ ϕ log ⁡ p θ ( x | z l ) + ∇ ϕ log ⁡ q ϕ ( z l | x ) − ∇ ϕ log ⁡ p ( z l ) ] {\displaystyle \nabla _{\phi }{\text{ELBO}}(\phi ,\theta )\approx {\frac {1}{L}}\sum _{l=1}^{L}[\nabla _{\phi }\log p_{\theta }(x|z_{l})+\nabla _{\phi }\log q_{\phi }(z_{l}|x)-\nabla _{\phi }\log p(z_{l})]} where z l = μ ϕ ( x ) + σ ϕ ( x ) ⊙ ϵ l {\displaystyle z_{l}=\mu _{\phi }(x)+\sigma _{\phi }(x)\odot \epsilon _{l}} and ϵ l ∼ N ( 0 , I ) {\displaystyle \epsilon _{l}\sim {\mathcal {N}}(0,I)} for l = 1 , … , L {\displaystyle l=1,\ldots ,L} . This formulation enables backpropagation through the sampling process, allowing for end-to-end training of the VAE model using stochastic gradient descent or its variants. === Variational inference === More generally, the trick allows using stochastic gradient descent for variational inference. Let the variational objective (ELBO) be of the form: ELBO ( ϕ ) = E z ∼ q ϕ ( z ) [ log ⁡ p ( x , z ) − log ⁡ q ϕ ( z ) ] {\displaystyle {\text{ELBO}}(\phi )=\mathbb {E} _{z\sim q_{\phi }(z)}[\log p(x,z)-\log q_{\phi }(z)]} Using the reparameterization trick, we can estimate the gradient of this objective with respect to ϕ {\displaystyle \phi } : ∇ ϕ ELBO ( ϕ ) ≈ 1 L ∑ l = 1 L ∇ ϕ [ log ⁡ p ( x , g ϕ ( ϵ l ) ) − log ⁡ q ϕ ( g ϕ ( ϵ l ) ) ] , ϵ l ∼ p ( ϵ ) {\displaystyle \nabla _{\phi }{\text{ELBO}}(\phi )\approx {\frac {1}{L}}\sum _{l=1}^{L}\nabla _{\phi }[\log p(x,g_{\phi }(\epsilon _{l}))-\log q_{\phi }(g_{\phi }(\epsilon _{l}))],\quad \epsilon _{l}\sim p(\epsilon )} === Dropout === The reparameterization trick has been applied to reduce the variance in dropout, a regularization technique in neural networks. The original dropout can be reparameterized with Bernoulli distributions: y = ( W ⊙ ϵ ) x , ϵ i j ∼ Bernoulli ( α i j ) {\displaystyle y=(W\odot \epsilon )x,\quad \epsilon _{ij}\sim {\text{Bernoulli}}(\alpha _{ij})} where W {\displaystyle W} is the weight matrix, x {\displaystyle x} is the input, and α i j {\displaystyle \alpha _{ij}} are the (fixed) dropout rates. More generally, other distributions can be used than the Bernoulli distribution, such as the gaussian noise: y i = μ i + σ i ⊙ ϵ i , ϵ i ∼ N ( 0 , I ) {\displaystyle y_{i}=\mu _{i}+\sigma _{i}\odot \epsilon _{i},\quad \epsilon _{i}\sim {\mathcal {N}}(0,I)} where μ i = m i ⊤ x {\displaystyle \mu _{i}=\mathbf {m} _{i}^{\top }x} and σ i 2 = v i ⊤ x 2 {\displaystyle \sigma _{i}^{2}=\mathbf {v} _{i}^{\top }x^{2}} , with m i {\displaystyle \mathbf {m} _{i}} and v i {\displaystyle \mathbf {v} _{i}} being the mean and variance of the i {\displaystyle i} -th output neuron. The reparameterization trick can be applied to all such cases, resulting in the variational dropout method.

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  Polygraphic substitution

  Polygraphic substitution is a substitution cipher in which a uniform substitution is performed on blocks of letters. When the length of the block is specifically known, more precise terms are used: for instance, a cipher in which pairs of letters are substituted is bigraphic. As a concept, polygraphic substitution contrasts with monoalphabetic (or simple) substitutions in which individual letters are uniformly substituted, or polyalphabetic substitutions in which individual letters are substituted in different ways depending on their position in the text. In theory, there is some overlap in these definitions; one could conceivably consider a Vigenère cipher with an eight-letter key to be an octographic substitution. In practice, this is not a useful observation since it is far more fruitful to consider it to be a polyalphabetic substitution cipher. == Specific ciphers == In 1563, Giambattista della Porta devised the first bigraphic substitution. However, it was nothing more than a matrix of symbols. In practice, it would have been all but impossible to memorize, and carrying around the table would lead to risks of falling into enemy hands. In 1854, Charles Wheatstone came up with the Playfair cipher, a keyword-based system that could be performed on paper in the field. This was followed up over the next fifty years with the closely related four-square and two-square ciphers, which are slightly more cumbersome but offer slightly better security. In 1929, Lester S. Hill developed the Hill cipher, which uses matrix algebra to encrypt blocks of any desired length. However, encryption is very difficult to perform by hand for any sufficiently large block size, although it has been implemented by machine or computer. This is therefore on the frontier between classical and modern cryptography. == Cryptanalysis of general polygraphic substitutions == Polygraphic systems do provide a significant improvement in security over monoalphabetic substitutions. Given an individual letter 'E' in a message, it could be encrypted using any of 52 instructions depending on its location and neighbors, which can be used to great advantage to mask the frequency of individual letters. However, the security boost is limited; while it generally requires a larger sample of text to crack, it can still be done by hand. One can identify a polygraphically-encrypted text by performing a frequency chart of polygrams and not merely of individual letters. These can be compared to the frequency of plaintext English. The distribution of digrams is even more stark than individual letters. For example, the six most common letters in English (23%) represent approximately half of English plaintext, but it takes only the most frequent 8% of the 676 digrams to achieve the same potency. In addition, even in a plaintext many thousands of characters long, one would expect that nearly half of the digrams would not occur, or only barely. In addition, looking over the text one would expect to see a fairly regular scattering of repeated text in multiples of the block length and relatively few that are not multiples. Cracking a code identified as polygraphic is similar to cracking a general monoalphabetic substitution except with a larger 'alphabet'. One identifies the most frequent polygrams, experiments with replacing them with common plaintext polygrams, and attempts to build up common words, phrases, and finally meaning. Naturally, if the investigation led the cryptanalyst to suspect that a code was of a specific type, like a Playfair or order-2 Hill cipher, then they could use a more specific attack.

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  Why We Post

  Why We Post is a research project funded by the European Research Council and launched in 2012 by Daniel Miller with the objective of examining the global impact of new social media. The study is based on ethnographic data collected through the course of 15 months in China, India, Turkey, Italy, United Kingdom, Trinidad, Chile and Brazil. The results of this project were released on 29 February 2016. This included the first three of eleven Open Access books (available via UCL Press), a five-week e-course (MOOC) on FutureLearn in English, also available in Chinese, Portuguese, Hindi, Tamil, Italian, Turkish, and Spanish on UCLeXtend. In addition a website containing key discoveries, stories and over 100 films is available in the same 8 languages.

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  TRAME

  TRAME (TRAnsmission of MEssages) was the name of the second computer network in the world similar to the internet to be used in an electric utility. Like the internet, the base technology was packet switching; it was developed by the electric utility ENHER in Barcelona. It was deployed by the same utility, first in Catalonia and Aragón, Spain, and later in other places. Its development started in 1974 and the first routers, called nodes at that time, were deployed by 1978. The network was in operation until 2016 (38 years) with successive technological software and hardware updates. == Beginnings == In 1974, packet switching was a technology known only in research circles. The concept began in 1968 in association with the United States' Advanced Research Projects Agency (ARPA) research project ARPANET. The idea of applying the packet switching concept to electric utilities control communication networks first appeared in 1974 when the Swedish power utility Vattenfall started to create its TIDAS packet-switching network and was followed by the Spanish electric utility ENHER, which aimed to telecontrol and automate its high-voltage power grid. For this purpose, ENHER created a specific team of people to develop both the packet-switching network and the supervisory control and data acquisition (SCADA) system, also called the telecontrol system. By 1978 the first four TRAME routers were available and by 1980, eight of them were deployed and operating. The printed circuit boards (PCBs) controlling the communication lines were connected to a shared memory PCB allowing them to exchange data and messages. The project was developed together with its main initial application, the Telecontrol or SCADA system SICL (Sistema Integral de Control Local) with which initially they shared a very similar hardware. The maximum link capacity was 9600 bit/s, which in 1980 was the maximum possible on a 4 kHz wide voice channel at the time. These channels were the basic unit of the then-analog communication systems in use. By that time power utilities used either telephone calls or low speed (below 1200bit/s) dedicated links for telecontrol, typically shared among ten high-voltage electrical substations. == Services == The basic service provided by the TRAME network was SCADA or Telecontrol to automate the high-voltage power grid, thus improving operational efficiency, which was until then operated manually with telephone communication between human operators. Each TRAME router was associated with one or more remote terminal units (RTUs) of the SICL telecontrol system. It also had connected screens, and later PCs, located in electrical substations to interchange messages between them and with the Control Center located in the well-known Casa Fuster in Barcelona. It was a kind of predecessor to today's e-mail. Later, in the 1990s, other protocols (X.25, IP) were developed to include corporate information technology (IT) terminals, company physical surveillance systems and other services. Additionally, applications and terminals were developed for the transmission of voice and video over the TRAME network. == Protocols == The TRAME routing system, like that of the original ARPANET, was based on the Bellman-Ford algorithm but with "split-horizon" as in the Swedish TIDAS network, but with an original improvement. This protocol allows optimal paths to be found in meshed networks for each packet to be transmitted, allowing the shared use of the same network by multiple services. In contrast, traditional circuit-switched technology used to establish dedicated circuits for each service or communication. The addressing of routers and terminals used a proprietary system with a 16-bit address; it would be the equivalent of the well-known IP (Internet Protocol) version 4 (IPv4), still in use on the internet today, which uses 32-bit addresses. It is necessary to take into account that in 1978, the IPv4 protocol did not yet exist since the IPv4 version used on the internet did not appear until 1981, and in fact, did not reach the general public until much later. The line protocols were also proprietary and were called UCL (Unidad de Control de Línea, 'line control unit'), which linked the routers together, and UTR (Unión TRAME-Remotas), the access protocol. They were designed to offer the highest quality of service required by the telecontrol/SCADA function in terms of data integrity and availability set by the International Electrotechnical Commission (IEC) IEC-870-5-1 and ANSI C37.1. standards, and because the protocol used at the time in corporate computer networks, HDLC (high-level data link control), did not offer enough quality for critical industrial applications. Later on, other protocols like X.25 and IP were also made compatible with the aforementioned TRAME protocols. In 2000, the UTR protocol was replaced by the international standard IEC 60870- 5-101/104. Initially network flow control was based on the management of eight data priorities in head-of-the-line (HOL) waiting queues. Later and after some experimentation, a flow control method based on a bit indicating route congestion and management of the gap between packets when accessing the network was adopted. This required measuring the capacity of the route bottleneck. An end-to-end protocol was also added for some flows requiring order preservation like X.25. == Evolution == To last for 38 years, the technology had to endure intense evolution. There were essentially four TRAME generations which are summarized in the table. A description of the four generations of TRAME is provided below. === TRAME 1 === The project began in 1974 and in 1978 a first network with four routers was already installed and in operation at the electric utility ENHER. In 1980, the network had eight nodes in operation (see Figure I). The hardware was based on the Zilog Z80 processor and had a multiprocessor structure with 16 processors sharing a common memory. The software was developed at ENHER's headquarters located in the well-known Casa Fuster, Passeig de Gràcia, 132, Barcelona, using the Z80 assembly language. Beyond 1980 the software began to be written in C programming language and an HP64000 Logic Development System emulator was used for the purpose. The hardware was produced by ISEL, an INI (Instituto Nacional de Indústria) company. The routing system was a variant of Bellman-Ford with split-horizon. It was an improvement of the original ARPA network routing system consisting of an original update procedure which allowed for a faster reaction to changes. The distance function was the number of packets in the output waiting queues plus one. The line protocols (UCL for internal lines linking routers and UTR for accessing the network) were designed to meet the stringent requirements set for telecontrol (SCADA) of high-voltage power networks (IEC-870-5-1 and ANSI C37.1 standards). At the OSI transport layer, windows with a width of 1 to 8, depending on the required service, residing in the terminals were used. Initially, addresses were only 14 bits long to address both the routers (called nodes by then) and the devices connected to them. They were made up of two fields, an 8-bit field to address the router and a 6-bit sub-address to address the terminals connected to it. The node address was assigned to the nodes and not to the ends of the links as in the internet. The basic advantages of TRAME over other technologies used in electric utilities at the time were in part due to the packet technology itself: ability to manage any network topology, automatic adaptability to topological and traffic changes, integration of different link technologies (digital or analog) and capacities in a single network, open and decentralized intercommunicability between users and devices, simultaneous communication with several users and locations from a single physical connection, and integrated network supervision. In fact, the network was provided from its inception with a supervision center consisting of a computer and a synoptic board located at the company's headquarters (see Figure II). But other advantages were due to the specific design of TRAME: high data integrity, priority support for packets, and ease of including special protocols such as the many SCADA protocols in use at that time. All of the above resulted in improved quality of service, especially with respect to data availability and data integrity, and in the integration of services in a single network. Part of the evolution of its deployment can be seen in Figures II to IV. === TRAME 2 === In 1990, TRAME 2 was fully deployed and TRAME 1 was replaced. The processor of the new hardware was Intel 80286 and the hardware structure and external appearance of the routers was very similar to that of TRAME 1. The software was written in C and the above-mentioned emulator continued to be used. Improvements over TRAME 1 were the introduction of the standardized X.25 access protocol

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  SwissCovid

  SwissCovid is a COVID-19 contact tracing app used for digital contact tracing in Switzerland. Use of the app is voluntary and based on a decentralized approach using Bluetooth Low Energy and Decentralized Privacy-Preserving Proximity Tracing (dp3t). == Development == The app was developed in collaboration with the FOPH by Federal Office for Information Technology, Systems and Communications FOITT, École polytechnique fédérale de Lausanne (EPFL) and the Swiss Federal Institute of Technology in Zurich (ETH) as well as other experts. == Non-interoperability with applications in European countries == There is an agreement between EU countries to make applications compatible. However, there is no legal basis for the SwissCovid application to be part of this portal even though technically speaking it is ready, according to Sang-Ill Kim, head of the digital transformation department of the Federal Office of Public Health. == Criticism == === Not full open source and dependence on Google and Apple === In June 2020, researchers Serge Vaudenay and Martin Vuagnoux published a critical analysis of the application, noting that it relies heavily on Google and Apple's exposure notification system, which is integrated into their respective Android and iOS operating systems. Since Google and Apple have not released the full source code of this system, this would call into question the truly open source nature of the application. The researchers note that the dp3t collective, which includes the developers of the application, has asked Google and Apple to release their code. Moreover, they criticize the official description of the application and its functionalities, as well as the adequacy of the legal basis for its effective operation. === Cyber attacks === Professor Serge Vaudenay and Martin Vuagnoux identify also various security vulnerabilities in the application. The system would thus allow a third party to trace the movements of a phone using the application by means of Bluetooth sensors scattered along its path, for example in a building. Another possible attack would be to copy identifiers from the phones of people who may be ill (for example, in a hospital), and to reproduce those identifiers in order to receive notification of exposure to COVID-19 and illegitimately benefit from quarantine (thus entitling them to paid leave, a postponed examination, or other benefits). The system would also allow a third party to use a phone using the application by means of Bluetooth sensors scattered along the way. Paul-Olivier Dehaye of Personaldata.io and professor Joel Reardon of the University of Calgary published in June 2020 several examples of AEM (Associated Encrypted Metadata) replay and manipulation attacks via software development kits (SDKs) found in benign third-party mobile applications downloaded by the general public and having the phone's Bluetooth access permissions and in September 2020 a paper indicating that "Bluetooth-based proximity tracing apps are fundamentally insecure with respect to an attacker leveraging a malevolent app or SDK". === Costs === According to a publication by the federal administration, "the costs of developing the software for the mobile phone application, the GR back-end and the code management system as well as the costs for access management for the cantonal doctors' services are estimated at a one-off amount of 1.65 million francs. However, the Zurich-based company Ubique, responsible for the development of the application, was finally awarded the mandate to develop the application for an amount of 1.8 million francs. Through the Botnar Foundation based in Basel, École polytechnique fédérale de Lausanne received 3.5 million Swiss francs for the development of the application

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  Omni-Path

  Omni-Path Architecture (OPA) is a high-performance communication architecture developed by Intel. It aims for low communication latency, low power consumption and a high throughput. It directly competes with InfiniBand. Intel planned to develop technology based on this architecture for exascale computing. The current owner of Omni-Path is Cornelis Networks. == History == Production of Omni-Path products started in 2015 and delivery of these products started in the first quarter of 2016. In November 2015, adapters based on the 2-port "Wolf River" ASIC were announced, using QSFP28 connectors with channel speeds up to 100 Gbit/s. Simultaneously, switches based on the 48-port "Prairie River" ASIC were announced. First models of that series were available starting in 2015. In April 2016, implementation of the InfiniBand "verbs" interface for the Omni-Path fabric was discussed. In October 2016, IBM, Hewlett Packard Enterprise, Dell, Lenovo, Samsung, Seagate Technology, Micron Technology, Western Digital and SK Hynix announced a joint consortium called Gen-Z to develop an open specification and architecture for non-volatile storage and memory products—including Intel's 3D Xpoint technology—which might in part compete against Omni-Path. Intel offered their Omni-Path products and components via other (hardware) vendors. For example, Dell EMC offered Intel Omni-Path as Dell Networking H-series, following the naming-standard of Dell Networking in 2017. In July 2019, Intel announced it would not continue development of Omni-Path networks and canceled OPA 200 series (200-Gbps variant of Omni-Path). In September 2020, Intel announced that the Omni-Path network products and technology would be spun out into a new venture with Cornelis Networks. Intel would continue to maintain support for legacy Omni-Path products, while Cornelis Networks continues the product line, leveraging existing Intel intellectual property related to Omni-Path architecture. In 2021, Cornelis announced Omni-Path Express, which replaces PSM2-based drivers and middleware, which trace back to PathScale's PSM created in 2003, for the existing Omni-Path hardware, with a native libfabric provider.

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  Social media marketing

  Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for practitioners and researchers. Social media platforms such as Facebook, LinkedIn, Instagram, and Twitter, among others, have built-in data analytics tools that companies can use to track the progress, success, and engagement of social media marketing campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope (e.g. more active or passive use) and the establishment of a firm's desired social media "culture" and "tone". Firms that use social media marketing can allow customers and Internet users to post user-generated content (e.g., online comments, product reviews, etc.), also known as "earned media", rather than use marketer-prepared advertising copy. == Purposes and tactics == Social media may be employed in marketing as a communications tool that makes companies accessible to those who are interested in their product and visible to those who are not familiar with their products. It is used by companies to create buzz, learn from customers, and target them. Of the top 10 factors that correlate with a strong Google organic search, seven are social media-dependent. This means that if brands with little to no social media presence tend to show up less on Google searches. While platforms such as Twitter, Facebook and—in the past—Google+ have a larger number of monthly users, the visual media-sharing-based mobile platforms garner a higher interaction rate in comparison, and have registered the fastest growth, and have changed the ways in which consumers engage with brand content. Instagram has an interaction rate of 1.46% with an average of 130 million users monthly as opposed to Twitter, which has a .03% interaction rate with an average of 210 million monthly users. Unlike traditional media that are often cost-prohibitive to many companies, a social media strategy does not require significant financial investment. To this end, companies make use of platforms such as Facebook, Twitter, YouTube, TikTok and Instagram to reach audiences much wider than through traditional print, television, or radio advertisements alone at a fraction of the cost, as most social networking sites can be used at little or no cost (however, some websites charge companies for premium services). This has changed the ways that companies approach and interact with customers, as a substantial percentage of consumer interactions are now being carried out over online platforms with much higher visibility. Customers can post reviews of products and services, rate customer service, and ask questions or voice concerns directly to companies through social media platforms. According to Measuring Success, over 80% of consumers use the web to research products and services. Thus social media marketing is also used by businesses in order to build relationships of trust with consumers. To this aim, companies may hire personnel to specifically handle these social media interactions, who usually report under the title of online community managers. Handling these interactions in a satisfactory manner can result in an increase of consumer trust. To both this aim and to fix the public's perception of a company, three steps are taken in order to address consumer concerns: Identifying the extent of the social chatter Engaging the influencers to help Developing a proportional response == Strategies == === Passive approach === Social media can be a useful source of market information and a way to hear customers' perspectives. Blogs, content communities, and forums are platforms where individuals share their reviews and recommendations of brands, products, and services. Businesses are able to tap into and analyze customer voices and feedback generated in social media for marketing purposes. In this sense, social media is a relatively inexpensive source of market intelligence which can be used by marketers and managers to track and respond to consumer-identified problems and detect market opportunities. === Active approach === Social media can be used as a public relations tool, a direct marketing tool, and a communication channel to target very specific audiences, with social media influencers and social media personalities as effective customer engagement tools. This tactic is widely known as influencer marketing, which gives brands the opportunity to reach their target audience via a group of selected influencers advertising their product or service. Brands were projected to spend up to $15 billion on influencer marketing by 2022, per Business Insider Intelligence estimates, based on Mediakix data. The use of customer influencers, such as popular bloggers, can be an efficient and cost-effective method to launch new products or services. == Engagement == Engagement with the social web means that customers and stakeholders are active participants rather than passive spectators. An example of these are consumer advocacy groups and groups that criticize companies (e.g., lobby groups or advocacy organizations). The use of Social media in a business or political context allows people to express and share opinions about a company's products, services or business practices, or a government's actions. On social media, each participant becomes part of the marketing department (or a challenge to the marketing effort) as other customers read their comments or reviews. The effectiveness of social media marketing campaigns is dependent on the promotion of online engagement. With the advent of social media marketing, it has become increasingly important to gain customer interest in products and services, which can eventually be translated into buying behavior, or voting and donating behavior in a political context. New online marketing concepts of engagement and loyalty have emerged which aim to build customer participation and brand reputation. Engagement in social media for the purpose of a social media strategy is divided into two parts. The first is proactive, regular posting of new online content, which can be seen through digital photos, digital videos, text, and conversations. It is also represented through sharing of content and information from others via weblinks. The second part is reactive conversations, with social media users responding to those who reach out to others' social media profiles through comments or messages. == Campaigns == === Local businesses === Small businesses use social networking sites as a promotional technique. Businesses can follow individuals' social media usage in their local area and advertise specials and deals, which can be exclusive and in the form of "get a free drink with a copy of this tweet". This type of message encourages other locals to follow the business on their official websites in order to obtain the promotional deal. The business's brand visibility is enhanced in the process. Social networking sites are also used by small businesses to develop their own market research on new products and services. By encouraging their customers to give feedback on new product ideas, businesses can gain insights on whether or not a product may be accepted by their target market enough to merit full production. In addition, customers will feel the company has engaged them in the process of co-creation—the process in which the business uses customer feedback to create or modify a product or service to fill a need of the target market. Such feedback can be presented in various forms, such as surveys, contests, and polls. Social networking sites such as LinkedIn, also provide opportunities for small businesses to find candidates to fill staff positions. Review sites such as Yelp help small businesses build their reputation beyond brand visibility. Positive customer peer reviews help influence new prospects to purchase goods and services more than company advertising. == Benefits == Social Media Marketing allows companies to promote themselves to large, diverse audiences that could not be reached through traditional marketing such as phone and email-based advertising. Marketing on most social media platforms also comes at little to no cost, making it accessible to virtually any size business. Social Media Marketing accommodates personalized and direct marketing that targets specific demographics and markets. Companies can engage with customers directly, allowing them to obtain feedback and resolve issues almost immediately. Another advantage of social media marketing is that it's an ideal environment for a company to conduct market research. It can be used

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  Storyful

  Storyful (stylized as storyful.) is a social media intelligence company headquartered in Dublin, Ireland that is a subsidiary of News Corp, offering services such as social news monitoring, video licensing, and reputation risk management tools for corporate clients. The startup was launched as the first social media newswire, a content aggregator, verifying news sources and online content in Dublin in 2010 by Mark Little, a former journalist with RTÉ News. Storyful was acquired by News Corp in 2013 for USD$25 million. == Background == Mark Little, who had worked as a television journalist for RTÉ One, founded startup Storyful in Dublin, Ireland, in 2010, as a service that "verified news sources and online content". According to Nieman Lab, Storyful had a reputation for content aggregation as a social news agency—finding, verifying, distributing, licensing, and commercializing user-generated content, social media and online content from social networking services, including videos about stories in the news, such as the Syrian Civil War, Arab Spring protests, as well as "smaller viral moments". Storyful aimed to provide authority through its verification and monitoring tools while providing authenticity through user-generated content. On 20 December 2013 News Corp purchased Storyful for US$25 million and opened a New York office in the same building as Fox News' main studios. Little left Storyful in 2015 and Gavin Sheridan, Storyful's director of innovation left in 2014. News Corp CEO Robert Thomson said that through Storyful, News Corp would "define the opportunities that the digital landscape presents, rather than simply adapt to them." After the acquisition, the company expanded its service to include "commercial and creative work". After Murdoch acquired the company, from 2014 through to February 2018, losses "swelled", requiring a series of cash injections from News Corp. During that time the company expanded aggressively globally with a staff of about 200 worldwide up from about 30 in 2014. According to The Guardian, in 2016, journalists were encouraged by Storyful to use the social media monitoring software called Verify developed by Storyful. By installing Verify's web browser extension on their computers, Verify would inform the journalists when social media content had been "verified and cleared". The Guardian revealed that through the Verify plugin, dozens of staff in four offices had access to the journalists browsing activity without them knowing. This data allowed Storyful to actively monitor its own clients' activities on social media and to "turn it into an internal feed" at Storyful that "updates in real time". In November 2018, when a video circulated by Infowars' Paul Joseph Watson appeared to prove that CNN's Jim Acosta's contact with a White House intern was a physical blow, Storyful was able to prove that the 15-second-long clip had been doctored. According to a 21 January 2019 article in CNN Business, Rob McDonagh, the editor of Storyful's U.S. news team, had proven that one of the viral videos that served as catalysts in the January 2019 Lincoln Memorial confrontation at 18 January 2019 Indigenous Peoples March, was posted by a suspicious account, under the handle @2020fight. McDonagh's team validates videos and posts before adding them to their "digest", distinguishing true stories from those that are not. Storyful attempts to validate each post or video before including it in its digest. McDonagh reviewed previous content from @2020fight's account, and found it suspicious because it had a high follower count, a "highly polarized and yet inconsistent political messaging", an "unusually high rate of tweets", and "the use of someone else's image in the profile photo." reporter Donie O'Sullivan said that the @2020fight video that had been posted on 18 January, which had 2.5 million views by 22 January, was the one that "helped frame the news cycle". Currently the website offers a service by which video can be commercially brokered. == Services == Services include a newswire service—one of their "core pillars"—and social news monitoring. By February 2018, Storyful was developing "risk and reputation monitoring" services through which they would source and verify social news, fact-checking it and contextualising it for corporate clients. They were "developing tech tools" to "explore obscure or closed networks" for their intelligence team. can use to explore obscure or closed networks. They "track deviations in social conversations around brands and organisations and catch potential risks before they blow up. Like an alerts system." The company "released a re-booted version of its Newswire platform in 2018. According to FORA, Storyful was developing new tools to combat fake news online. == Clients == When Storyful was acquired by News Corp in 2013, the company already had the Wall Street Journal, the BBC, New York Times, YouTube, ITN and Channel 4 News as clients. By 2018 their clients included CNN, ABC News and Fox News, The New York Times, the Washington Post, in the United States, the Australian Broadcasting Corporation and all of News Corp’s own publications. Most of their "reputation-conscious corporate customers" clients prefer to not be named.

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  Artificial Linguistic Internet Computer Entity

  A.L.I.C.E. (Artificial Linguistic Internet Computer Entity), also referred to as Alicebot, or simply Alice, is a natural language processing chatbot—a program that engages in a conversation with a human by applying some heuristical pattern matching rules to the human's input. It was inspired by Joseph Weizenbaum's classical ELIZA program. It is one of the strongest programs of its type and has won the Loebner Prize, awarded to accomplished humanoid, talking robots, three times (in 2000, 2001, and 2004). The program is unable to pass the Turing test, as even the casual user will often expose its mechanistic aspects in short conversations. Alice was originally composed by Richard Wallace; it "came to life" on November 23, 1995. The program was rewritten in Java beginning in 1998. The current incarnation of the Java implementation is Program D. The program uses an XML Schema called AIML (Artificial Intelligence Markup Language) for specifying the heuristic conversation rules. Alice code has been reported to be available as open source. The AIML source is available from ALICE A.I. Foundation on Google Code and from the GitHub account of Richard Wallace. These AIML files can be run using an AIML interpreter like Program O or Program AB. == In popular culture == Spike Jonze has cited ALICE as the inspiration for his academy award-winning film Her, in which a human falls in love with a chatbot. In a New Yorker article titled “Can Humans Fall in Love with Bots?” Jonze said “that the idea originated from a program he tried about a decade ago called the ALICE bot, which engages in friendly conversation.” The Los Angeles Times reported:Though the film’s premise evokes comparisons to Siri, Jonze said he actually had the idea well before the Apple digital assistant came along, after using a program called Alicebot about ten years ago. As geek nostalgists will recall, that intriguing if at times crude software (it flunked the industry-standard Turing Test) would attempt to engage users in everyday chatter based on a database of prior conversations. Jonze liked it, and decided to apply a film genre to it. “I thought about that idea, and what if you had a real relationship with it?” Jonze told reporters. “And I used that as a way to write a relationship movie and a love story.”

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  Format-preserving encryption

  In cryptography, format-preserving encryption (FPE), refers to encrypting in such a way that the output (the ciphertext) is in the same format as the input (the plaintext). The meaning of "format" varies. Typically only finite sets of characters are used; numeric, alphabetic or alphanumeric. For example: Encrypting a 16-digit credit card number so that the ciphertext is another 16-digit number. Encrypting an English word so that the ciphertext is another English word. Encrypting an n-bit number so that the ciphertext is another n-bit number (this is the definition of an n-bit block cipher). For such finite domains, and for the purposes of the discussion below, the cipher is equivalent to a permutation of N integers {0, ... , N−1} where N is the size of the domain. == Motivation == === Restricted field lengths or formats === One motivation for using FPE comes from the problems associated with integrating encryption into existing applications, with well-defined data models. A typical example would be a credit card number, such as 1234567812345670 (16 bytes long, digits only). Adding encryption to such applications might be challenging if data models are to be changed, as it usually involves changing field length limits or data types. For example, output from a typical block cipher would turn credit card number into a hexadecimal (e.g.0x96a45cbcf9c2a9425cde9e274948cb67, 34 bytes, hexadecimal digits) or Base64 value (e.g. lqRcvPnCqUJc3p4nSUjLZw==, 24 bytes, alphanumeric and special characters), which will break any existing applications expecting the credit card number to be a 16-digit number. Apart from simple formatting problems, using AES-128-CBC, this credit card number might get encrypted to the hexadecimal value 0xde015724b081ea7003de4593d792fd8b695b39e095c98f3a220ff43522a2df02. In addition to the problems caused by creating invalid characters and increasing the size of the data, data encrypted using the CBC mode of an encryption algorithm also changes its value when it is decrypted and encrypted again. This happens because the random seed value that is used to initialize the encryption algorithm and is included as part of the encrypted value is different for each encryption operation. Because of this, it is impossible to use data that has been encrypted with the CBC mode as a unique key to identify a row in a database. FPE attempts to simplify the transition process by preserving the formatting and length of the original data, allowing a drop-in replacement of plaintext values with their ciphertexts in legacy applications. == Comparison to truly random permutations == Although a truly random permutation is the ideal FPE cipher, for large domains it is infeasible to pre-generate and remember a truly random permutation. So the problem of FPE is to generate a pseudorandom permutation from a secret key, in such a way that the computation time for a single value is small (ideally constant, but most importantly smaller than O(N)). == Comparison to block ciphers == An n-bit block cipher technically is a FPE on the set {0, ..., 2n-1}. If an FPE is needed on one of these standard sized sets (for example, n = 64 for DES and n = 128 for AES) a block cipher of the right size can be used. However, in typical usage, a block cipher is used in a mode of operation that allows it to encrypt arbitrarily long messages, and with an initialization vector as discussed above. In this mode, a block cipher is not an FPE. == Definition of security == In cryptographic literature (see most of the references below), the measure of a "good" FPE is whether an attacker can distinguish the FPE from a truly random permutation. Various types of attackers are postulated, depending on whether they have access to oracles or known ciphertext/plaintext pairs. == Algorithms == In most of the approaches listed here, a well-understood block cipher (such as AES) is used as a primitive to take the place of an ideal random function. This has the advantage that incorporation of a secret key into the algorithm is easy. Where AES is mentioned in the following discussion, any other good block cipher would work as well. === The FPE constructions of Black and Rogaway === Implementing FPE with security provably related to that of the underlying block cipher was first undertaken in a paper by cryptographers John Black and Phillip Rogaway, which described three ways to do this. They proved that each of these techniques is as secure as the block cipher that is used to construct it. This means that if the AES algorithm is used to create an FPE algorithm, then the resulting FPE algorithm is as secure as AES because an adversary capable of defeating the FPE algorithm can also defeat the AES algorithm. Therefore, if AES is secure, then the FPE algorithms constructed from it are also secure. In all of the following, E denotes the AES encryption operation that is used to construct an FPE algorithm and F denotes the FPE encryption operation. ==== FPE from a prefix cipher ==== One simple way to create an FPE algorithm on {0, ..., N-1} is to assign a pseudorandom weight to each integer, then sort by weight. The weights are defined by applying an existing block cipher to each integer. Black and Rogaway call this technique a "prefix cipher" and showed it was provably as good as the block cipher used. Thus, to create an FPE on the domain {0,1,2,3}, given a key K apply AES(K) to each integer, giving, for example, weight(0) = 0x56c644080098fc5570f2b329323dbf62 weight(1) = 0x08ee98c0d05e3dad3eb3d6236f23e7b7 weight(2) = 0x47d2e1bf72264fa01fb274465e56ba20 weight(3) = 0x077de40941c93774857961a8a772650d Sorting [0,1,2,3] by weight gives [3,1,2,0], so the cipher is F(0) = 3 F(1) = 1 F(2) = 2 F(3) = 0 This method is only useful for small values of N. For larger values, the size of the lookup table and the required number of encryptions to initialize the table gets too big to be practical. ==== FPE from cycle walking ==== If there is a set M of allowed values within the domain of a pseudorandom permutation P (for example P can be a block cipher like AES), an FPE algorithm can be created from the block cipher by repeatedly applying the block cipher until the result is one of the allowed values (within M). CycleWalkingFPE(x) { if P(x) is an element of M then return P(x) else return CycleWalkingFPE(P(x)) } The recursion is guaranteed to terminate. (Because P is one-to-one and the domain is finite, repeated application of P forms a cycle, so starting with a point in M the cycle will eventually terminate in M.) This has the advantage that the elements of M do not have to be mapped to a consecutive sequence {0,...,N-1} of integers. It has the disadvantage, when M is much smaller than P's domain, that too many iterations might be required for each operation. If P is a block cipher of a fixed size, such as AES, this is a severe restriction on the sizes of M for which this method is efficient. For example, an application may want to encrypt 100-bit values with AES in a way that creates another 100-bit value. With this technique, AES-128-ECB encryption can be applied until it reaches a value which has all of its 28 highest bits set to 0, which will take an average of 228 iterations to happen. ==== FPE from a Feistel network ==== It is also possible to make a FPE algorithm using a Feistel network. A Feistel network needs a source of pseudo-random values for the sub-keys for each round, and the output of the AES algorithm can be used as these pseudo-random values. When this is done, the resulting Feistel construction is good if enough rounds are used. One way to implement an FPE algorithm using AES and a Feistel network is to use as many bits of AES output as are needed to equal the length of the left or right halves of the Feistel network. If a 24-bit value is needed as a sub-key, for example, it is possible to use the lowest 24 bits of the output of AES for this value. This may not result in the output of the Feistel network preserving the format of the input, but it is possible to iterate the Feistel network in the same way that the cycle-walking technique does to ensure that format can be preserved. Because it is possible to adjust the size of the inputs to a Feistel network, it is possible to make it very likely that this iteration ends very quickly on average. In the case of credit card numbers, for example, there are 1015 possible 16-digit credit card numbers (accounting for the redundant check digit), and because the 1015 ≈ 249.8, using a 50-bit wide Feistel network along with cycle walking will create an FPE algorithm that encrypts fairly quickly on average. === The Thorp shuffle === A Thorp shuffle is like an idealized card-shuffle, or equivalently a maximally-unbalanced Feistel cipher where one side is a single bit. It is easier to prove security for unbalanced Feistel ciphers than for balanced ones. === VIL mode === For domain sizes that are a power of two, and an existing block cipher with a smaller bl

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  Social media and identity

  Social media can have both positive and negative impacts on a user's identity. Scholars within the fields of psychology and communication study the relationship between social media and identity in order to understand individual behavior, psychological impacts, and social patterns. Communication within political or social groups online can result in practice application, real-world implementation of a concept, of those found identities or the adoption of them as a whole. Young people, defined as emerging adults in or entering college, are especially found to have their identities shaped through social media. Sometimes it seems as though social media is taking over and changing us for the worse. Social media is always changing and can be hard to keep up with. Platforms come and go trends change everyday. What was cool yesterday is lame today. The biggest change from recent years that users are still adjusting to is the name change of Twitter now called X. Since Elon Musk purchased the platform he changed the name but nothing else about the app. Users now feel the need to explain when talking about X. Now it is often referred to as ‘X(Twitter)’ to clarify. == Social Media Usage and Demographics == We know what social media is and how it is used but who uses it? The Pew Research center conducted a 10 year study from 2005-2015 about the demographics of social media usage. While this article is 10 years old the statistics in it are from a very formative time in social media. This is when most people joined and were consistently using social media. Age: While it is no surprise that 90% of young adults use social media they are the main demographic of users. Older adults (65 and older) really hit a boom on social media. In 2005 only 2% of older adults used any form of social media. By 2015 35% of older adults used social media. We can infer that that percentage has grown even more since 2015. Gender: It is known that women tend to use social media more than men. In 2015 it was noted that 65% of women used social media. Men were not far behind, 62% of men were reported to use social media. There are no notable differences of users from various races and ethnicities. The research also shows that more suburban and urban residents use social media over those who live in rural areas. == Young adults == Young adults are especially influenced by social media, where they find social groups to belong to. Research shows that nearly half of teens believe social media platforms has a negative impact on people their age. Psychologists believe that at a time when young adults are coming into adolescence, they are more likely to be influenced by what they see on sites like Instagram or Twitter. Most young adults will widely share, with varying degrees of accuracy, honesty, and openness, information that in the past would have been private or reserved for select individuals. Key questions include whether they accurately portray their identities online and whether the use of social media might impact young adults' identity development. Media Imagery, in particular, is said to be a major influence on the minds of young men and women. Studies have shown that it is even more relevant when it comes to the issue of body image. Social media, in part, has been created to host a safe haven for those who do not claim a solid identity in the material world, but past identities are not easy to escape from since the Internet preserves much of the information that was shared. Social media is an essential part of the social lives of young adults. They rely on it to maintain relationships, create new relationships, and stay up to date with the world around them. Adolescents find social media to be extremely helpful when changing environments, like moving off to university for example. Social media provides students, especially first year students, the opportunity to create the identity they want the world to see. However, it has been seen that these students create online personas that may not reflect their true selves bringing up the issues of impression management. Social media provides young adults with the opportunity to present themselves as something other than their authentic self. Social media providers can help build relationships and community on their platforms. This is something that will create a more positive impact from social media. When young adults interact with each other using social media they are creating something called a social self-identity. Social self identity is what individuals create when they assimilate to being in a group. Social media has gained the reputation of being isolating. If these platforms encourage community then they can help grow users' social self-identity. == Media literacy == The definition of media literacy has evolved over time to encompass a range of experiences that can occur in social media or other digital spaces. The definition of media literacy is also broad and wide ranging in its context. Currently, media literacy is the idea that one is able to analyze, evaluate, and interact with media content in a meaningful way. Educators teach media literacy skills because of the vulnerable relationship that young adults can have with social media. Some examples of media literacy practices, particularly on Twitter, include using hashtags, live tweeting, and sharing information. One of the overall goals of media literacy within the context of social media is to keep young adults aware of potentially violent, graphic, or dangerous content that they may come across on the internet, and how to determine if the content is credible while engaging responsibly with it. In order to be considered media-literate, a person must be able to take in media from online and social platforms and have the correct competencies and context to be able to organize the information. In order to be considered media-literate, the digital information must be given to the user in a way that it can be put into the correct perspective and analyzed, deducted and synthesized.Teenagers and young adults can be vulnerable to specific content online outside of their age-range. Media literacy campaigns and education research shows that targeting those who fall into this age category would be the best way to understand and target their needs as young online users. There are multiple individual studies investigating social media identity relating to media literacy online, however there is a need for much more conclusive information that analyzes multiple studies at a time. Social media literacy is still considered an under-researched topic. Many scholars in media literacy research emphasize the impact of training young adults to consume media in a safe way is the major solution for furthering internet education in children and young adults. The more information the young adults are given on media literacy, the better prepared they are to enter the digital world confidently. One scientific model that has been proposed, known as The Social Media Literacy (SMILE) model is a framework that hypothesizes that at the core of this model it is helping young adults truly know the meaning and display the actions of media literacy online. SMILE is also meant to inspire more research on the subject of media literacy as it relates to social media effects and young adult learning abilities. The model was applied through the lens of a social media positivity bias among adolescents and puts forth five different assumptions about social media and media literacy; Social media literacy as a moderator (what is seen on social media) Social media literacy as a predictor (what is seen for specific individuals on social media) Media literacy within social media is a reciprocal process The development of social media literacy depends on a conditional process of variables affecting other variables Media literacy within social media is a differential learning process, and who teaches it is highly affective of the outcome This model also stresses that human beings learn media literacy (and social media literacy) naturally as they go through life. Research suggests that having young adults taught media literacy from an educator may make them less interested (and therefore less careful) of threats on social media. == Self Presentation == People create images of themselves to present to the public, a process called self presentation. Depending on the demographic, presenting oneself as authentic can result in identity clarity. Methods of self presentation can also be influenced by geography. The framework for this relationship between a user's location and their social media presentation is called the spatial self. Users depict their spatial self in order to include their physical space as a part of their self presentation to an audience. According to a 2018 research paper, patients of plastic surgeons have gone in and asked for specific snapchat "filter" features. This led to a theory of Snap

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