Birkhoff's algorithm (also called Birkhoff-von-Neumann algorithm) is an algorithm for decomposing a bistochastic matrix into a convex combination of permutation matrices. It was published by Garrett Birkhoff in 1946. It has many applications. One such application is for the problem of fair random assignment: given a randomized allocation of items, Birkhoff's algorithm can decompose it into a lottery on deterministic allocations. == Terminology == A bistochastic matrix (also called: doubly-stochastic) is a matrix in which all elements are greater than or equal to 0 and the sum of the elements in each row and column equals 1. An example is the following 3-by-3 matrix: ( 0.2 0.3 0.5 0.6 0.2 0.2 0.2 0.5 0.3 ) {\displaystyle {\begin{pmatrix}0.2&0.3&0.5\\0.6&0.2&0.2\\0.2&0.5&0.3\end{pmatrix}}} A permutation matrix is a special case of a bistochastic matrix, in which each element is either 0 or 1 (so there is exactly one "1" in each row and each column). An example is the following 3-by-3 matrix: ( 0 1 0 0 0 1 1 0 0 ) {\displaystyle {\begin{pmatrix}0&1&0\\0&0&1\\1&0&0\end{pmatrix}}} A Birkhoff decomposition (also called: Birkhoff-von-Neumann decomposition) of a bistochastic matrix is a presentation of it as a sum of permutation matrices with non-negative weights. For example, the above matrix can be presented as the following sum: 0.2 ( 0 1 0 0 0 1 1 0 0 ) + 0.2 ( 1 0 0 0 1 0 0 0 1 ) + 0.1 ( 0 1 0 1 0 0 0 0 1 ) + 0.5 ( 0 0 1 1 0 0 0 1 0 ) {\displaystyle 0.2{\begin{pmatrix}0&1&0\\0&0&1\\1&0&0\end{pmatrix}}+0.2{\begin{pmatrix}1&0&0\\0&1&0\\0&0&1\end{pmatrix}}+0.1{\begin{pmatrix}0&1&0\\1&0&0\\0&0&1\end{pmatrix}}+0.5{\begin{pmatrix}0&0&1\\1&0&0\\0&1&0\end{pmatrix}}} Birkhoff's algorithm receives as input a bistochastic matrix and returns as output a Birkhoff decomposition. == Tools == A permutation set of an n-by-n matrix X is a set of n entries of X containing exactly one entry from each row and from each column. A theorem by Dénes Kőnig says that: Every bistochastic matrix has a permutation-set in which all entries are positive.The positivity graph of an n-by-n matrix X is a bipartite graph with 2n vertices, in which the vertices on one side are n rows and the vertices on the other side are the n columns, and there is an edge between a row and a column if the entry at that row and column is positive. A permutation set with positive entries is equivalent to a perfect matching in the positivity graph. A perfect matching in a bipartite graph can be found in polynomial time, e.g. using any algorithm for maximum cardinality matching. Kőnig's theorem is equivalent to the following:The positivity graph of any bistochastic matrix admits a perfect matching.A matrix is called scaled-bistochastic if all elements are non-negative, and the sum of each row and column equals c, where c is some positive constant. In other words, it is c times a bistochastic matrix. Since the positivity graph is not affected by scaling:The positivity graph of any scaled-bistochastic matrix admits a perfect matching. == Algorithm == Birkhoff's algorithm is a greedy algorithm: it greedily finds perfect matchings and removes them from the fractional matching. It works as follows. Let i = 1. Construct the positivity graph GX of X. Find a perfect matching in GX, corresponding to a positive permutation set in X. Let z[i] > 0 be the smallest entry in the permutation set. Let P[i] be a permutation matrix with 1 in the positive permutation set. Let X := X − z[i] P[i]. If X contains nonzero elements, Let i = i + 1 and go back to step 2. Otherwise, return the sum: z[1] P[1] + ... + z[2] P[2] + ... + z[i] P[i]. The algorithm is correct because, after step 6, the sum in each row and each column drops by z[i]. Therefore, the matrix X remains scaled-bistochastic. Therefore, in step 3, a perfect matching always exists. == Run-time complexity == By the selection of z[i] in step 4, in each iteration at least one element of X becomes 0. Therefore, the algorithm must end after at most n2 steps. However, the last step must simultaneously make n elements 0, so the algorithm ends after at most n2 − n + 1 steps, which implies O ( n 2 ) {\displaystyle O(n^{2})} . In 1960, Joshnson, Dulmage and Mendelsohn showed that Birkhoff's algorithm actually ends after at most n2 − 2n + 2 steps, which is tight in general (that is, in some cases n2 − 2n + 2 permutation matrices may be required). == Application in fair division == In the fair random assignment problem, there are n objects and n people with different preferences over the objects. It is required to give an object to each person. To attain fairness, the allocation is randomized: for each (person, object) pair, a probability is calculated, such that the sum of probabilities for each person and for each object is 1. The probabilistic-serial procedure can compute the probabilities such that each agent, looking at the matrix of probabilities, prefers his row of probabilities over the rows of all other people (this property is called envy-freeness). This raises the question of how to implement this randomized allocation in practice? One cannot just randomize for each object separately, since this may result in allocations in which some people get many objects while other people get no objects. Here, Birkhoff's algorithm is useful. The matrix of probabilities, calculated by the probabilistic-serial algorithm, is bistochastic. Birkhoff's algorithm can decompose it into a convex combination of permutation matrices. Each permutation matrix represents a deterministic assignment, in which every agent receives exactly one object. The coefficient of each such matrix is interpreted as a probability; based on the calculated probabilities, it is possible to pick one assignment at random and implement it. == Extensions == The problem of computing the Birkhoff decomposition with the minimum number of terms has been shown to be NP-hard, but some heuristics for computing it are known. This theorem can be extended for the general stochastic matrix with deterministic transition matrices. Budish, Che, Kojima and Milgrom generalize Birkhoff's algorithm to non-square matrices, with some constraints on the feasible assignments. They also present a decomposition algorithm that minimizes the variance in the expected values. Vazirani generalizes Birkhoff's algorithm to non-bipartite graphs. Valls et al. showed that it is possible to obtain an ϵ {\displaystyle \epsilon } -approximate decomposition with O ( log ( 1 / ϵ 2 ) ) {\displaystyle O(\log(1/\epsilon ^{2}))} permutations.
Multisample anti-aliasing
Multisample anti-aliasing (MSAA) is a type of spatial anti-aliasing, a technique used in computer graphics to remove jaggies. It is an optimization of supersampling, where only the necessary parts are sampled more. Jaggies are only noticed in a small area, so the area is quickly found, and only that is anti-aliased. == Definition == The term generally refers to a special case of supersampling. Initial implementations of full-scene anti-aliasing (FSAA) worked conceptually by simply rendering a scene at a higher resolution, and then downsampling to a lower-resolution output. Most modern GPUs are capable of this form of anti-aliasing, but it greatly taxes resources such as texture, bandwidth, and fillrate. (If a program is highly TCL-bound or CPU-bound, supersampling can be used without much performance hit.) According to the OpenGL GL_ARB_multisample specification, "multisampling" refers to a specific optimization of supersampling. The specification dictates that the renderer evaluate the fragment program once per pixel, and only "truly" supersample the depth and stencil values. (This is not the same as supersampling but, by the OpenGL 1.5 specification, the definition had been updated to include fully supersampling implementations as well.) In graphics literature in general, "multisampling" refers to any special case of supersampling where some components of the final image are not fully supersampled. The lists below refer specifically to the ARB_multisample definition. == Description == In supersample anti-aliasing, multiple locations are sampled within every pixel, and each of those samples is fully rendered and combined with the others to produce the pixel that is ultimately displayed. This is computationally expensive, because the entire rendering process must be repeated for each sample location. It is also inefficient, as aliasing is typically only noticed in some parts of the image, such as the edges, whereas supersampling is performed for every single pixel. In multisample anti-aliasing, if any of the multi sample locations in a pixel is covered by the triangle being rendered, a shading computation must be performed for that triangle. However this calculation only needs to be performed once for the whole pixel regardless of how many sample positions are covered; the result of the shading calculation is simply applied to all of the relevant multi sample locations. In the case where only one triangle covers every multi sample location within the pixel, only one shading computation is performed, and these pixels are little more expensive than (and the result is no different from) the non-anti-aliased image. This is true of the middle of triangles, where aliasing is not an issue. (Edge detection can reduce this further by explicitly limiting the MSAA calculation to pixels whose samples involve multiple triangles, or triangles at multiple depths.) In the extreme case where each of the multi sample locations is covered by a different triangle, a different shading computation will be performed for each location and the results then combined to give the final pixel, and the result and computational expense are the same as in the equivalent supersampled image. The shading calculation is not the only operation that must be performed on a given pixel; multisampling implementations may variously sample other operations such as visibility at different sampling levels. == Advantages == The pixel shader usually only needs to be evaluated once per pixel for every triangle covering at least one sample point. The edges of polygons (the most obvious source of aliasing in 3D graphics) are anti-aliased. Since multiple subpixels per pixel are sampled, polygonal details smaller than one pixel that might have been missed without MSAA can be captured and made a part of the final rendered image if enough samples are taken. == Disadvantages == === Alpha testing === Alpha testing is a technique common to older video games used to render translucent objects by rejecting pixels from being written to the framebuffer. If the alpha value of a translucent fragment (pixel) is below a specified threshold, it will be discarded. Because this is performed on a pixel by pixel basis, the image does not receive the benefits of multi-sampling (all of the multisamples in a pixel are discarded based on the alpha test) for these pixels. The resulting image may contain aliasing along the edges of transparent objects or edges within textures, although the image quality will be no worse than it would be without any anti-aliasing. Translucent objects that are modelled using alpha-test textures will also be aliased due to alpha testing. This effect can be minimized by rendering objects with transparent textures multiple times, although this would result in a high performance reduction for scenes containing many transparent objects. === Aliasing === Because multi-sampling calculates interior polygon fragments only once per pixel, aliasing and other artifacts will still be visible inside rendered polygons where fragment shader output contains high frequency components. === Performance === While less performance-intensive than SSAA (supersampling), it is possible in certain scenarios (scenes heavy in complex fragments) for MSAA to be multiple times more intensive for a given frame than post processing anti-aliasing techniques such as FXAA, SMAA and MLAA. Early techniques in this category tend towards a lower performance impact, but suffer from accuracy problems. More recent post-processing based anti-aliasing techniques such as temporal anti-aliasing (TAA), which reduces aliasing by combining data from previously rendered frames, have seen the reversal of this trend, as post-processing AA becomes both more versatile and more expensive than MSAA, which cannot antialias an entire frame alone. == Sampling methods == === Point sampling === In a point-sampled mask, the coverage bit for each multisample is only set if the multisample is located inside the rendered primitive. Samples are never taken from outside a rendered primitive, so images produced using point-sampling will be geometrically correct, but filtering quality may be low because the proportion of bits set in the pixel's coverage mask may not be equal to the proportion of the pixel that is actually covered by the fragment in question. === Area sampling === Filtering quality can be improved by using area sampled masks. In this method, the number of bits set in a coverage mask for a pixel should be proportionate to the actual area coverage of the fragment. This will result in some coverage bits being set for multisamples that are not actually located within the rendered primitive, and can cause aliasing and other artifacts. == Sample patterns == === Regular grid === A regular grid sample pattern, where multisample locations form an evenly spaced grid throughout the pixel, is easy to implement and simplifies attribute evaluation (i.e. setting subpixel masks, sampling color and depth). This method is computationally expensive due to the large number of samples. Edge optimization is poor for screen-aligned edges, but image quality is good when the number of multisamples is large. === Sparse regular grid === A sparse regular grid sample pattern is a subset of samples that are chosen from the regular grid sample pattern. As with the regular grid, attribute evaluation is simplified due to regular spacing. The method is less computationally expensive due to having a fewer samples. Edge optimization is good for screen aligned edges, and image quality is good for a moderate number of multisamples. === Stochastic sample patterns === A stochastic sample pattern is a random distribution of multisamples throughout the pixel. The irregular spacing of samples makes attribute evaluation complicated. The method is cost efficient due to low sample count (compared to regular grid patterns). Edge optimization with this method, although sub-optimal for screen aligned edges. Image quality is excellent for a moderate number of samples. == Quality == Compared to supersampling, multisample anti-aliasing can provide similar quality at higher performance, or better quality for the same performance. Further improved results can be achieved by using rotated grid subpixel masks. The additional bandwidth required by multi-sampling is reasonably low if Z and colour compression are available. Most modern GPUs support 2×, 4×, and 8× MSAA samples. Higher values result in better quality, but are slower.
Hype (marketing)
Hype in marketing is a strategy of using extreme publicity. Hype as a modern marketing strategy is closely associated with social media. Marketing through hype often uses artificial scarcity to induce demand. Consumers of hyped products often participate as a form of conspicuous consumption to signify characteristics about themselves. Hype allows brands to promote their image above the actual quality of the product. Streetwear brands have collaborated with luxury fashion to justify charging premium prices for their goods. As an example, fashion label Vetements used social media channels to promote a limited-edition hoodie which sold 500 units in hours, recording sales of €445,000. When hype marketing is used to drive demand for limited-edition goods, consumers sometimes attempt resell those good on secondary markets for a profit (comparable to ticket scalping). The resale market is a $24 billion industry. == Method == Luxury brands may release products as a collaborate with ready-made garment brands as a way to build hype. Collaborations have been used by some luxury brands to circumvent fast fashion brands copying their designs. NYU Professor Adam Alter says that for an established brand to create a scarcity frenzy, they need to release a limited number of different products, frequently. Hype is often built via Pop-up retail. Comme des Garçons was one of the first to use this strategy, leasing a short-term vacant shop solved the storage problems of releasing product for quick sale. Hype campaigns also rely on influencer marketing, where brands enlist creators whose parasocial relationships with their followers help convert audience attention into demand for limited releases. == In popular culture == The term 'hypebeast' has been coined to define consumers vulnerable to hype marketing. The origins of the term come from the Hong Kong-based company Hypebeast. The behaviours of the hypebeast define hype marketing; the purchase of popular goods they can't afford to impress others. Hype also manifests itself in queues with brands often retailing hyped products through pop-up stores. Many luxury brands release hyped products via their online shop. This has led to the creation of companies that allow consumers to use bots to guarantee or improve their chances of purchasing a limited-edition product.
Anti-social Media Bill (Nigeria)
Anti-social Media Bill was introduced by the Senate of the Federal Republic of Nigeria on 5 November 2019 to criminalise the use of the social media in peddling false or malicious information. The original title of the bill is Protection from Internet Falsehood and Manipulations Bill 2019. It was sponsored by Senator Mohammed Sani Musa from the largely conservative northern Nigeria. After the bill passed second reading on the floor of the Nigeria Senate and its details were made public, information emerged on the social media accusing the sponsor of the bill of plagiarising a similar law in Singapore which is at the bottom of global ranking in the freedom of speech and of the press. But the senator denied that he plagiarised Singaporean law. == Opposition to the bill == Angry reactions trailed the introduction of the bill, and a number of civil society organisations, human rights activists, and Nigerian citizens unanimously opposed the bill. International rights group, Amnesty International and Human Rights Watch condemned the proposed legislation saying it is aimed at gagging freedom of speech which is a universal right in a country of over two hundred million people. Opposition political parties are very critical of the bill and accused the government of attempting to strip bare, Nigerian citizens of their rights to free speech and destroying same social media on whose power and influence the ruling All Progressives Congress, APC came to power in 2015. Nigeria Information Minister, Lai Mohammed has been at the center of public criticism because he is suspected to be the brain behind the proposed act. Lai was a former spokesman of then opposition All Progressives Congress. A "Stop the Social Media Bill! You can no longer take our rights from us" online petition campaign to force the Nigeria parliament to drop the bill received over 90,000 signatures within 24 hours. In November 2019, after the bill passed second reading in the senate, Akon Eyakenyi, a senator from Akwa Ibom State publicly said he would resist the bill. === Support for the bill === Those who support the proposed act especially Senators have often argued that the law would help curtail hate speech. President Muhammad Buhari who is seen as a beneficiary of the influence and power of the social media and free speech has been mute about it. But the president's senior aides and family members have publicly spoken in support of the bill. In November 2019, the wife of the president, Aisha Buhari, told a gathering at the Nigeria's National Mosque in the capital, Abuja that if China with over one billion people could regulate the social media, Nigeria should do same. But Nigerians reacted saying Nigeria is not a one-party communist state like China. Days later, a daughter to the president, Zahra Indimi told a gathering of young people in Abuja that social media had become a potent weapon for bullying those they thought were doing better than them in terms of social class and called for a critical regulation. == Key provisions of the bill == === Title === Protection from Internet Falsehoods, Manipulations and Other Related Matters Bill 2019. === Explanatory memorandum === This Act is to prevent Falsehoods and Manipulations in Internet transmission and correspondences in Nigeria. To suppress falsehoods and manipulations and counter the effects of such communications and transmissions and to sanction offenders with a view to encouraging and enhancing transparency by Social Media Platforms using the internet correspondences. === Objectives === One objective of the bill is to prevent the transmission of false statements or declaration of facts in Nigeria. Another objective of the bill is to end the financing of online mediums that transmit false statements. Measures will be taken to detect and control inauthentic behaviour and misuse of online accounts (parody accounts). When paid content is posted towards a political end, there will be measures to ensure the poster discloses such information. There will be sanction for offenders. === Transmission of false statement === According to the bill, a person must not: Transmit a statement that is false or, Transmit a statement that might: i. Affect the security or any part of Nigeria. ii. Affect public health, public safety or public finance. iii. Affect Nigeria's relationship with other countries. iv. influence the outcome of an election to any office in a general election. v. Cause enmity or hatred towards a person or group of persons. Anyone guilty of the above is liable to a fine of N300,000 or three years' imprisonment or both (for individual); and a fine not exceeding ten million naira (for corporate organisations). Same punishment applies for fake online accounts that transmit statements listed above. === Parody accounts === The bill says a person shall not open an account to transmit false statement. Anyone found guilty will be fined N200,000 or three years' imprisonment or both (for an individual) or five million naira (for corporate organisations). If such accounts transmit a statement that will affect security or influence the outcome of an election, such a person will be fined N300,000 or three years' imprisonment or both. If a person receives payment or reward to help another to transmit false statements knowingly, he/she is liable to a fine of N150,000 or three years' imprisonment or both. If a person receives payment or reward to help another to transmit a statement affects security or influence the outcome of an election, the fine is N300,000 or three years' imprisonment or both (for individual) and ten million naira for organisations. === Declaration === According to the bill, a law enforcement department can issue a "declaration" to offenders. And this declaration will be issued even if the "false statement" has been corrected or pulled down. The offender will be required to publish a "correction notice" in a specified newspaper, online location or other printed publication of Nigeria. Failure to comply, a person is liable to N200,000 or 12 months' imprisonment or both (for individual) and five million naira for organisations. === Access blocking order === The bill says the law enforcement department will also issue an access blocking order to offenders. The law enforcement department may direct the NCC to order the internet access service provider to disable access by users in Nigeria to the online location and the NCC must give the internet access service provider an access blocking order. An internet access service provider that does not comply with any access blocking order is liable on conviction to a fine not exceeding ten million naira for each day during any part of which that order is not fully complied with, up to a total of five million naira.
Key & See
Key & See is a variation of the TV Key service that forms part of the open, standards-based interactive TV services platform provided by Miniweb Interactive. Key & See allows viewers to access the interactive TV content made available by broadcasters and channel owners while leaving quarter of their screen tuned to the programme they are already watching Like TV Key, Key & See can be used with interactive TV services on UK satellite TV provider Sky Digital (BSkyB) Key & See works in the same way as a TV Key but the numeric shortcut code is associated with a broadcaster and a particular TV channel or programme. Miniweb Interactive offers commercial brands and broadcasters the chance to utilise TV Key and Key & See technology as part of its interactive TV services platform
AdTruth
AdTruth is a software product and the digital media division of 41st Parameter, a company headquartered in Scottsdale, Arizona, with regional offices in San Jose, California; London, England; and Munich, Germany. AdTruth allows marketers to recognize and reach target audiences across online devices. AdTruth software identifies users for targeting, tracking, performance tracking across digital media, including mobile and desktop, by analysing patterns in large numbers of advertisements served over the internet, rather than through the use of cookies. == History == AdTruth was founded in 2011 by Ori Eisen of 41st Parameter, to repurpose the company's fraud detection and prevention technology, for use within the advertising industry to accurately target intended audiences, particularly in mobile. Eisen was joined by James Lamberti in the role of vice president and general manager. In 2012 41st Parameter raised $13 million in Series D financing from Norwest Venture Partners, Kleiner Perkins Caufield & Byers, Jafco Ventures and Georgian Partners, bringing total funding to about $35 million. In May 2012, AdTruth hosted a meeting of digital media executives to discuss Apple’s UDID deprecation, with the intent of developing a device-neutral replacement standard. AdTruth joined the World Wide Web Consortium's Tracking Protection Working Group, which provides guidance for implementing and adhering to Do Not Track policies. AdTruth also worked with privacy firm Truste to create a privacy compliant Do Not Track-style mechanism for mobile. In 2013, the company Experian purchased 41st Parameter, acquiring AdTruth as part of the deal. == Product == AdTruth software helps marketers track, target and retarget consumers using more than 100 parameters, including milliseconds in differences in the internal clock setting, to recognize a particular device anonymously. AdTruth's technology uses non-UDID information to identify a wide range of devices for cookieless ad targeting. Its technology currently has about a 90 percent accuracy rate on iOS, higher on Android and desktop. AdTruth also has mobile web to app bridging capabilities as well as DeviceInsight technology, enabling marketers to identify users across mobile web and app content. 41st Parameter's patented AdTruth technology is being used by MdotM, in response to the deprecation of the UDID that included tracking and targeting capabilities. == Competitors == AdTruth's main competitor is BlueCava, which deploys a similar device-fingerprinting technology.
Digital anthropology
Digital anthropology is the anthropological study of the relationship between humans and digital-era technology. The field is new, and thus has a variety of names with a variety of emphases. These include techno-anthropology, digital ethnography, cyberanthropology, and virtual anthropology. == Definition and scope == Most anthropologists who use the phrase "digital anthropology" are specifically referring to online and Internet technology. The study of humans' relationship to a broader range of technology may fall under other subfields of anthropological study, such as cyborg anthropology. The Digital Anthropology Group (DANG) is classified as an interest group in the American Anthropological Association. DANG's mission includes promoting the use of digital technology as a tool of anthropological research, encouraging anthropologists to share research using digital platforms, and outlining ways for anthropologists to study digital communities. Cyberspace or the "virtual world" itself can serve as a "field" site for anthropologists, allowing the observation, analysis, and interpretation of the sociocultural phenomena springing up and taking place in any interactive space. National and transnational communities, enabled by digital technology, establish a set of social norms, practices, traditions, storied history and associated collective memory, migration periods, internal and external conflicts, potentially subconscious language features and memetic dialects comparable to those of traditional, geographically confined communities. This includes the various communities built around free and open-source software, online platforms such as Facebook, Twitter/X, Instagram, 4chan and Reddit and their respective sub-sites, and politically motivated groups like Anonymous, WikiLeaks, or the Occupy movement. A number of academic anthropologists have conducted traditional ethnographies of virtual worlds, such as Bonnie Nardi's study of World of Warcraft or Tom Boellstorff's study of Second Life. Academic Gabriella Coleman has done ethnographic work on the Debian software community and the Anonymous hacktivist network. Theorist Nancy Mauro-Flude conducts ethnographic field work on computing arts and computer subcultures such as systerserver.net a part of the communities of feminist web servers and the Feminist Internet network. Eitan Y. Wilf examines the intersection of artists' creativity and digital technology and artificial intelligence. Yongming Zhou studied how in China the internet is used to participate in politics. Eve M. Zucker and colleagues study the shift to digital memorialization of mass atrocities and the emergent role of artificial intelligence in these processes. Victoria Bernal conducted ethnographic research on the themes of nationalism and citizenship among Eritreans participating in online political engagement with their homeland. Anthropological research can help designers adapt and improve technology. Australian anthropologist Genevieve Bell did extensive user experience research at Intel that informed the company's approach to its technology, users, and market. == Methodology == === Digital fieldwork === Many digital anthropologists who study online communities use traditional methods of anthropological research. They participate in online communities in order to learn about their customs and worldviews, and back their observations with private interviews, historical research, and quantitative data. Their product is an ethnography, a qualitative description of their experience and analyses. Other anthropologists and social scientists have conducted research that emphasizes data gathered by websites and servers. However, academics often have trouble accessing user data on the same scale as social media corporations like Facebook and data mining companies like Acxiom. In terms of method, there is a disagreement in whether it is possible to conduct research exclusively online or if research will only be complete when the subjects are studied holistically, both online and offline. Tom Boellstorff, who conducted a three-year research as an avatar in the virtual world Second Life, defends the first approach, stating that it is not just possible, but necessary to engage with subjects “in their own terms”. Others, such as Daniel Miller, have argued that an ethnographic research should not exclude learning about the subject's life outside the internet. === Digital technology as a tool of anthropology === The American Anthropological Association offers an online guide for students using digital technology to store and share data. Data can be uploaded to digital databases to be stored, shared, and interpreted. Text and numerical analysis software can help produce metadata, while a codebook may help organize data. == Ethics == Online fieldwork offers new ethical challenges. According to the American Anthropological Association's ethics guidelines, anthropologists researching a community must make sure that all members of that community know they are being studied and have access to data the anthropologist produces. However, many online communities' interactions are publicly available for anyone to read, and may be preserved online for years. Digital anthropologists debate the extent to which lurking in online communities and sifting through public archives is ethical. The Association also asserts that anthropologists' ability to collect and store data at all is "a privilege", and researchers have an ethical duty to store digital data responsibly. This means protecting the identity of participants, sharing data with other anthropologists, and making backup copies of all data. == Prominent figures == Genevieve Bell is an Australian cultural anthropologist credited for pioneering the User Experience field. During her time working for Intel Corporation, Bell studied how various cultures from around the world interacted with and experienced technology. Researching and improving user experience allows companies and designers to gather data regarding how users utilize their digital products and what requires improvement or expansion. Tom Boellstorff is an anthropologist known for Coming of Age in Second Life: An Anthropologist Explores the Virtually Human where he conducted research on how engaging in virtual worlds affects the player’s sense of self. Gabriella Coleman is an American anthropologist concerned with the politics, ethics, and culture of hacking and online activism. Coleman’s most notable ethnography features the hacktivist collective Anonymous, where she argues that various genres of hacking exist according to the social conditions at play. Coleman is dedicated to making her ethnography accessible to a diverse audience, including academics and non-academics. Diana E. Forsythe was an American anthropologist of science and technology and the author of the essays featured in Studying Those Who Study Us: An Anthropologist in the World of Artificial Intelligence. She asked relevant questions such as how should humans interact with computers and how gender roles are maintained in technology-oriented occupations. Heather Horst is a sociocultural anthropologist interested in the relationship between digital social relations and material culture. Nancy Mauro-Flude is a design anthropologist whose work explores the tacit relations between embodied cognition, computational materiality, maker culture, self-hosted webserver cooperatives, creative practice, and artistic research in digital infrastructure and Internet publishing. Mizuko Ito is a Japanese cultural anthropologist specializing in technology use and the intersection between computers and the social sciences. Her primary interest is in how young people utilize media technology and how it can be used to engage students in education. Daniel Miller is an anthropologist with a concentration in digital anthropology. His research includes the smartphone and perpetual opportunism, the intent and consequences of posting on social media in various geographical locations, and how hospice patients use media to socialize in the last stage of their lives. Mike Wesch is a cultural anthropologist interested in how people share their lives, cultures, and beliefs through digital media.