An effective new approach?
There have been two major approaches to industry-led copyright education campaigns in the past.
- Guilt. Tell the children that artists deserve to be paid for their work, and downloading is no different from stealing.
- Fear. Tell them of the harsh legal penalties they may suffer if caught.
The problem is that neither work too well. Guilt is undermined by seeing the vast wealth that successful celebrities flaunt at every chance - hard to feel sympathy when downloading music by some rapper who wears more bling than I could afford in a year. Fear doesn't work because a quick look around shows that the number of casual pirates suffering these consequences is negligable.
So this is a third approach.
- Hope. The possibility that, one day, copyright law could make *you* rich. So obey it now, and reap the rewards when you too are a successful artist.
People like hope. That's why lotteries are so successful. There are still weaknesses. Eventually the kids will work out that being an artist is much like being a professional footballer: For every mega-star there are thousands upon thousands of also-runs who need to take a real job to make ends meet, and their chances of being in the former class are rather slim even for the most talented. Which, realistically, few of them are. But even so, that hope can be a powerful thing.