Web advertising. Le comunicazioni commerciali on-line.

La tesi ha ad oggetto lo studio e l’approfondimento delle forme di promozione commerciale presenti in Rete caratterizzate, più che da una normale evoluzione, da continue metamorfosi che ridefiniscono ogni giorno il concetto di pubblicità. L’intento è quello di analizzare il quadro giuridico applicabile alla pubblicità via Web, a fronte della varità di forme e di modalità che essa può assumere. Nel lavoro vengono passate in rassegna le caratteristiche che differenziano la pubblicità commerciale on-line rispetto a quella tradizionale; tra le quali, particolare rilievo assume la capacità d’istaurare una relazione – diretta e non mediata – tra impresa e consumatore. Nel prosieguo viene affrontato il problema dell’individuazione, stante il carattere a-territoriale della Rete, della legge applicabile al web advertising, per poi passare ad una ricognizione delle norme europee ed italiane in materia, senza trascurare quelle emanate in sede di autodisciplina. Ampio spazio è dedicato, infine, all’esame delle diverse e più recenti tecniche di promozione pubblicitaria, di cui sono messi in evidenza gli aspetti tecnico-informatici, imprescindibili ai fini di una corretta valutazione del tema giuridico. In particolare, vengono approfonditi il servizio di posizionamento a pagamento offerto dai principali motori di ricerca (keywords advertising) e gli strumenti di tracciamento dei “comportamenti” on-line degli utenti, che consentono la realizzazione di campagne pubblicitarie mirate (on-line behavioural advertising). Il Web, infatti, non offre più soltanto la possibilità di superare barriere spaziali, linguistiche o temporali e di ampliare la propria sfera di notorietà, ma anche di raggiungere l’utente “interessato” e, pertanto, potenziale acquirente. Di queste nuove realtà pubblicitarie vengono vagliati gli aspetti più critici ed esaminata la disciplina giuridica eventualmente applicabile anche alla luce delle principali decisioni giurisprudenziali nazionali ed europee in materia, nonché delle esperienze giuridiche nord-americane e di tipo autoregolamentare.

Knowledge Patterns for the Web: extraction, tranformation and reuse

This thesis aims at investigating methods and software architectures for discovering what are the typical and frequently occurring structures used for organizing knowledge in the Web. We identify these structures as Knowledge Patterns (KPs). KP discovery needs to address two main research problems: the heterogeneity of sources, formats and semantics in the Web (i.e., the knowledge soup problem) and the difficulty to draw relevant boundary around data that allows to capture the meaningful knowledge with respect to a certain context (i.e., the knowledge boundary problem). Hence, we introduce two methods that provide different solutions to these two problems by tackling KP discovery from two different perspectives: (i) the transformation of KP-like artifacts to KPs formalized as OWL2 ontologies; (ii) the bottom-up extraction of KPs by analyzing how data are organized in Linked Data. The two methods address the knowledge soup and boundary problems in different ways. The first method provides a solution to the two aforementioned problems that is based on a purely syntactic transformation step of the original source to RDF followed by a refactoring step whose aim is to add semantics to RDF by select meaningful RDF triples. The second method allows to draw boundaries around RDF in Linked Data by analyzing type paths. A type path is a possible route through an RDF that takes into account the types associated to the nodes of a path. Then we present K~ore, a software architecture conceived to be the basis for developing KP discovery systems and designed according to two software architectural styles, i.e, the Component-based and REST. Finally we provide an example of reuse of KP based on Aemoo, an exploratory search tool which exploits KPs for performing entity summarization.

One archive, many readings. Personal archives as complex networks in the semantic web

Personal archives are the archives created by individuals for their own purposes. Among these are the library and documentary collections of writers and scholars. It is only recently that archival literature has begun to focus on this category of archives, emphasising how their heterogeneous nature necessitates the conciliation of different approaches to archival description, and calling for a broader understanding of the principle of provenance, recognising that multiple creators, including subsequent researchers, can contribute to shaping personal archives over time by adding new layers of contexts. Despite these advances in the theoretical debate, current architectures for archival representation remain behind. Finding aids privilege a single point of view and do not allow subsequent users to embed their own, potentially conflicting, readings. Using semantic web technologies this study aims to define a conceptual model for writers' archives based on existing and widely adopted models in the cultural heritage and humanities domains. The model developed can be used to represent different types of documents at various levels of analysis, as well as record content and components. It also enables the representation of complex relationships and the incorporation of additional layers of interpretation into the finding aid, transforming it from a static search tool into a dynamic research platform.  The personal archive and library of Giuseppe Raimondi serves as a case study for the creation of an archival knowledge base using the proposed conceptual model. By querying the knowledge graph through SPARQL, the effectiveness of the model is evaluated. The results demonstrate that the model addresses the primary representation challenges identified in archival literature, from both a technological and methodological standpoint. The ultimate goal is to bring the output par excellence of archival science, i.e. the finding aid, more in line with the latest developments in archival thinking.