October 19th, 2006


Is the economic dynamics of the collective hallucination leading us towards a privatization of the glance?

The Web, in particular in its version 2.0, is an implementation of the strategies of control in the field of writing. The image, at the opposite, is interpretable with more difficulty by the machine and remains a not very accessible territory.

Pattern recognition is a field in full expansion. It constitutes a key technology in the domains of safety, of the management of the rights, of marketing… « Logo.Hallucination » proposes to use technologies of recognition of images in order to detect subliminal forms of logos or emblems, hidden (generally involuntarily) in the visual environment or in the whole of the images of the Internet. The found images will be accessible in a weblog, proposing a comparison between the original on the one hand and, on the other hand, the brand and its logo.

« Logo.Hallucination » lies thus within the scope of Web 2.0 insofar as the raw data (images) are mashed up with additional visual information (the hallucination of the brand) and that their juxtaposition takes part of new economic stakes, pointed here in an ironic way.

Logo.Hallucination continuously monitors the images circulating on the Internet looking for hidden logos.

The software based on neural network image recognition was exhibited at the Rencontres Internationales Paris Berlin in November 2006.

The mails:

Every time a hallucination is detected, an email is sent to the owner of the image - if the owner is identified. Here is the standard email:

Madam, Sir,

We inform you that our automated monitoring spiderbot has detected a potential infringement of Intellectual Property Law in the digital image located at the address […]. Indeed this image includes a total or partial representation of the logotype of the brand XXX. Since you are responsible for the diffusion of this image on the Internet, we would like to remind you that such unauthorized use of copyrighted work could be liable for statutory damages. Moreover, it may have violated other US federal laws, including (among others) the Digital Millenium Copyright Act and the Consumer Fraud and Abuse Act.

Accordingly, we hereby suggest that you should contact immediately, and possibly through our agency, the company XXX so that we negotiate with them a friendly contract which would allow a regularization of this situation, according to the following possibilities:

Case 1: You might be financially rewarded by company XXX insofar as this situation constitutes advertising and promotion for the brand XXX. In this case you must explicitly indicate the reference to the company XXX by adding its logo to the aforesaid image and insert a link towards the site of this company.

Case 2: You wish to continue the exploitation and diffusion of your image without mentioning the company and in this case you will have to settle reproduction rights with this company insofar as the latter authorizes you to further exploit and diffuse your image.

If you fail to comply with these requests, the company XXX will have no choice but to proceed in a manner appropriate to protect its valuable intellectual property rights.

Sincerely yours

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