The Man Your Man Could Read Like: Old Spice, Isaiah Mustafa, and Libraries

If you have watched television since February, especially sports programming, then you have likely seen at least one of the Old Spice commercials, The Man Your Man Could Smell Like, starring Isaiah Mustafa. The commercial has spawned many parodies — mostly focusing on the vocal style used, the quick cuts used, and shirtlessness.

But recently, Old Spice decided to take the campaign viral — and did so with a major splash. Over the course of  three days, Old Spice posted 180 short videos on YouTube. The vast majority of the videos directly responded to tweets  — and there was even a marriage proposal.

These are two of my favorites:

According to NPR (with an interesting overview of the phenomenon),

The YouTube videos managed to attract more online views in 24 hours than Susan Boyle and President Obama’s victory speech.

What this campaign effectively shows is that it is possible for a commercial entity to create a viral campaign — but it takes a great deal of planning and buy-in, “using a team of around 35 people working 12 hours a day for its three day duration.”

Seriously, this takes work — and letting customers or fans play an important role:

It’s all about customer participation.

“Another lesson from this successful program is the value of giving up some control, which happened at several different levels… A typical ad takes months to plan and execute … Consumers were asked for their input, then a team of social media experts, marketers, writers, videographers and actor Isaiah Mustafa were sequestered to produce over 150 different video responses over the course of two days.”

So what does this have to do with libraries? After the jump!

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Copyright Hall of Janus? : Harvard University’s Two-Faced Approach to Copyright

Harvard University recently has taken two very divergent approaches to copyright. I commend Harvard on the one hand for their open access policy, and on the other hand, I am shocked by a complete disregard for generally socially accepted standards of fair use.

Last year, Harvard University’s Faculty of Arts and Sciences, Law School, and Kennedy School of Government created Open Access policies, including

a nonexclusive, irrevocable, paid-up, worldwide license to exercise any and all rights under copyright relating to each of his or her scholarly articles, in any medium, and to authorize others to do the same, provided that the articles are not sold for a profit.

Peter Suber of Open Access News lauds this step, saying that

Harvard will be the first university in the US to adopt an OA mandate. … [It is a] permission mandate rather than a deposit mandate. Instead of requiring faculty to deposit their postprints in the IR, it merely requires them to give the university permission (non-exclusive permission) to host the postprints in the [institutional repository].

As long as the university is willing to pay people, usually librarians, to make the actual deposits, it could be a faster and more frictionless way to move the deposit rate toward 100%.

Moving towards an open access approach to scholarship fits within Harvard’s approach to ownership and copyright. The Harvard University Intellectual Property Policy states, in part, that

the policy should encourage the viewpoint that ideas or creative works produced at the University should be used in ways that are meaningful in the public interest. This may be accomplished through widespread dissemination. Thus, dissemination and use of ideas and creativity should be encouraged throughout the Harvard community.

…It is expected that when entering into agreements for the publication and distribution of copyrighted materials, Authors will make arrangements that best serve the public interest.

So…

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MIT6 Presentation with Nell Taylor : The Chicago Underground Library: Ranganathan’s Library Rules Applied to the Digital Age

I was so pleased to co-present at MIT at Media in Transition 6 (MIT6) with Nell Taylor, Director of The Chicago Underground Library about the CUL.

This is our presentation (it will be up as a full paper on the MIT6 site shortly):

In the 1930s, Indian librarian S.R. Ranganathan created five rules for organizing libraries and created the colon cataloging system, designed to better connect library materials with each other. The Chicago Underground Library (CUL), an archive of independent and small press media from the Chicago area, expands on the notions of accessibility and democracy that underpin these rules to reimagine special collections and their place in the community. By tracing the evolution of networks and interdependencies within Chicago’s historically stratified communities and movements, the CUL proposes a social interconnectivity not just among its intended users, but also among the materials in its collection. We presented about how this library has progressed since its inception, implementing Ranganathan’s rules, and how the CUL will continue to grow — hopefully bringing this model to other cities in the future.
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#Amazonfail, the Google Books Settlement, and the importance of open access for preserving cultural heritage: In honor of National Library Week

Over the past two years for National Library Week, I have posted about the importance of openness of publication and accessibility of government information and the limitations of relying on Google. Free Government Information, Public.Resource.org, OpentheGovernment (PDF),  and others, are continuing to do a great job of promoting openness in regards to government (and scholarly) information. Unfortunately, most people are not aware of the great usefulness and importance of government information. But they do know about Amazon, Google, and YouTube, with many among us using them everyday. What would many do to find information if they stopped working?

The #Amazonfail censorship/ glitch / griefing situation last weekend shows the power of publics working together and the organic nature of much of tagging and movementsourcing; people will often be able to create a simple way of communicating information with each other (the first person to use the #Amazonfail tag on twitter used it because it worked as a folksonomy of the situation and it spiralled from there because it was effective). But it also shows the difficulty for all when most rely on one source — Amazon — for information about bestsellers and similar items.

Siva Vaidhyanathan says that #Amazonfail is more than just about crowdsourcing and user tagging, it is about “metadata, cataloging, books, Web commerce, and justice.” A commenter quoted in the New York Times states that “We have to now keep a more diligent eye on Amazon and how they handle the world’s cultural heritage.”

Have we really placed Amazon (and similar companies) in charge of our cultural heritage? Perhaps not directly, but many people have high expectations for these companies’ ability to make information accessible –even if this does not take into account most of the aspects of information literacy.

But libraries differ from these for-profit companies in how they organize information and why they exist. Most libraries are not-profit and their goal is to serve some type of public (what librarians call a patron group). Libraries are generally built on similar organizational systems to each other– such as Library of Congress or Dewey classification, but libraries are intentionally duplicative in their collections. Not only do libraries often have the same item in their collections, but through interlibrary loan, libraries are tied together in a larger network.  And unlike Amazon and Google, even if a library’s online catalog wasn’t working, a user could still use the organizational system to find useful information.

But another major difference is that libraries — and even twitter — directly rely on people for the system to work, not a algorithm, as with Amazon and Google. As we’ve seen with Googlebombing and likely with #Amazonfail, it is possible for an algorithm to be fooled. Or provide inaccurate information.

We rely on Google quite openly, even though sometimes the information is not right. For example, as of when this post is posted, the top result when googling “four stages of tornadoes” gives the blunt answer of “u suck balls” from wiki.answers. This can’t possibly anywhere close to the correct answer to this scientific question, but it is the one Google’s algorithm is choosing!

In my previous posts, I mentioned how what Google has promised from Google Books isn’t what is actually available in many cases. However, some are expecting this settlement between two private/non-public entities to somehow also be a settlement that protects the interests of the public, though there are many that disagree, including Siva Vaidhyanathan, some vehemently. There is a group of professors attempting to intervene in the Google settlement on behalf of the public:

“The proposed settlement will make Google the only company in the world with a license to use orphaned works.  No other company will be able to buy a similar license because, outside the context of the proposed class-action settlement in this case, there is no one from whom to buy such a license….The settling parties plot a cartel in orphaned works.

…  Because exclusive rights in orphaned works do not serve the ultimate purpose of copyright, the public domain has a claim to free, fair use of orphaned works.

We have the right to intervene to present the public domain’s claim to free, fair use of orphaned works.  None of the present parties will present our claim….”

And what about YouTube? While there is much government information on YouTube, what happens if the company goes out of business? Free Government Information ponders whether

agencies that rely on YouTube as a channel of communication keeping copies of the videos they post there? Would they make them available through another channel? What if … libraries had copies?

Relying on private companies — like Google, like YouTube, like West — to give us access to government information — leaves us without options if these access points disappear.

Presently under challenge is access to government-funded scientific information by H.R. 801 – The Fair Copyright in Research Works Act introduced by Rep. John Conyers. If enacted, the bill would reverse the National Institutes of Health (NIH) Public Access Policy regarding public access to taxpayer-funded research and make it impossible for other federal agencies to put similar policies into place. Publicly funded medical research is the metadata of our lives — we don’t see it, but it affects our health and how we live our lives.

Many oppose this bill, including Harvard University, which has written a letter opposing this legislation:

The NIH public access policy has meant that all Americans have access to the important biomedical research results that they have funded through NIH grants. Some 3,000 articles in the life sciences are added to this invaluable public resource each month because of the NIH policy, and one million visitors a month use the site to take advantage of these research papers. The policy respects copyright law and the valuable work of scholarly publishers.

[Instead of passing this bill], Congress should broaden the mandate to other agencies, by passing the Federal Research Public Access Act first introduced in 2006. Doing so would increase transparency of government and of the research that it funds, and provide the widest availability of research results to the citizens who funded it.

Google, Amazon, and the publishing industry — are highly valuable and useful tools and services — but we should not allow closed proprietary systems to determine how we address information that belongs entirely or in part to the public — like the public domain, government publications, and publicly funded studies. And even when “public” information is not at issue, we need to become more wary on relying solely on these systems.

Multiple systems, locations, and means of access are essential to preserve our cultural heritage — as Free Government Information discusses in regards to government information, yet applicable to so much more:

… no single digital archive or repository can ever be as secure and safe as multiple archives, libraries, and repositories. … The nature of digital information is that it can easily be corrupted, altered, lost, or destroyed. It can become unreadable or unusable without constant attention. Relying on any single entity is simply not as safe as relying on multiple organizations. … But this is about more than redundant copies. It is also about relying on different organizations because they have different funding sources, different constituencies, different technologies, and different collections. No single digital collection can ever be as safe as multiple, reliable digital collections.