J.D. Lasica takes an extended look at what is going to become a real problem - the use of blogs by corporations, politicians and others with a message to sell. The problem isn't that it's advertising, it's that the advertising content is hidden, unknowable. Lasica explores the deployment of ethics as a means to counter the worst of this phenomenon. But let's face it - most of the entities we're talking about here won't behave ethically unless compelled by law, and will obey the law only if caught. Look at spam. The blogosphere response will have to be structural, not moral, ethical or even legal.
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