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Posted Thursday, September 10, 2009 4:25 AM

Why Rap, Klingons, and Jailhouse-Rape-by-Broomstick Aren't the Best Way To Teach Kids About Piracy

Nick Summers

Have you seen the new antipiracy video from the software industry? It is execrable! Outdated, kinda offensive, and embarrassingly unhip, the clip has a zero percent chance of achieving its goal of deterring illegal downloads on campus. One young person I shared it with said the video made him want to go pirate something, anything, out of spite.

Don't Copy That 2─a sequel to the campy 1992 educational video Don't Copy That Floppy─is telling about the industry's failure to reach students:

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Keith Kupferschmid, the Software & Information Industry Association's policy director, was magnanimous enough to answer my sputtering questions about some of the video's inexplicable choices. Like: why rap, in 2009? (That's like sending a disco star to lecture a '90s classroom to get its "groove thang on" by respecting copyrights.) If you're referencing a videogame, why choose Doom, which dates to 1993? Why Klingons, instead of teenage vampires or wizards?

"We just didn't thinkabout the vampire thing, I suppose," says Kupferschmid.

It's possible to be so blinded by the creative failures of Don't Copy That 2 that you don't notice its failures on the merits. The software industry keeps repeating to students the fiction that if they violate copyrights online, they will be fined and go to jail. (In the video, a mom in curlers is hauled away by a SWAT team, and a young man is threatened by older black inmates wielding broomsticks in a federal prison.) Students have long since learned that that only a rare few are fined; they're comfortable with their odds of getting away scot-free. Kupferschmid's group would be better off talking about the much realer risk of getting a PC virus through an illegal download.

It is possible to make good videos on young people's terms. Just look at the wildly successful "Truth" anti-smoking campaigns─effective because they're authentic and genuinely funny. Students know that infringing copyright is a crime, yet they do it anyway; spending "credibility capital" on a video this terrible isn't going to change their minds in the slightest.

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Member Comments

Posted By: pindiespace (September 16, 2009 at 9:26 PM)

The commentary by Nick Summers is right on - what we see is an older generation of 30-50somethings who doesn't know that youth culture has moved on -- and still take their own youth in the 1990s as the gold standard. The "scared straight" concept may have worked then, but more balanced approaches, with some social norming thrown in, are what works today.

Hate to say it, but this is the first of many coming humiliations of aging GenX "creatives" going after the younger Millennial generation and thinking their edgy trash-talk style is eternal.They're clueless. Who knows, mess with the kids again and they might even be called a jack--!

Reminds me of a good movie of a few years ago - Traffic. By the time the film aired, drug use had dropped dramatically in US schools from a mini-peak during the early 1900s. But the director (in more than one interview) opined that things were 'even worse' now. Out of touch. This is the mistake that the video makes - take your own long ago youth, square it, and call it 'now'.

I have a vision of an ancient Xer shuffling along in 2040. A kid walks by and says "Grandpa is sooo old that he can't even pull his pants up...he's so senile his hat is on backwards!"

Such is the fate of every generation as a new one emerges underneath.


Posted By: AudeKhatru (September 14, 2009 at 2:38 PM)

Copyrights are about two things, money, and the right of the copyholder to control how their intellectual property is used.  If you illegally download a song, then you have stolen 66 cents.  One site gives you 15 downloads a month for $10.  Yes, movies, or software can be a lot more, but the point is that if you download a copy for yourself, then you should be liable for the cost of the product, and one cent more.

Those who get busted are those that distribute, because if you put something up for download, then you cost the copyright holder the amount of the product for each time it is downloaded.  That can add up to a lot.

I do feel for musicians.  It has gotten to the point where musicians must tour, because they do not make enough from album sales (a collection of songs is an album, whether it is on a CD or an LP) to support themselves.  The problem is that most of what is made on an album does not go to the musicians, so, in some ways, maybe this is almost just.

What musicians (and possibly writers) need to do it start selling their product directly from their website, hopefully bypassing the record companies.  Then again, maybe the days of the studio band are over.  Pirated music can create buzz for a band, and hopefully draw people to their shows.

As for pirated software....well, the last time I looked Microsoft was still making money hand over fist, so I am not going to loose any sleep over the poor guys in Redmond who cannot buy a new Beamer because somebody pirated a copy of Office.

And the Klingons were borrowed with permission, that is why there is a trademark mention near the end of the video.  Yes, copyrights again at work, though I am sure that Paramount did not receive a cent.


Posted By: tobobear (September 14, 2009 at 2:02 PM)

This is not just a video, it's a crime!

The refrain of the song was "It's not just a copy, it's a crime" mirrors the video.

This uber-cheesy video would be funny if they hadn't been trying to impart a serious message. This was so disgusting I will have to go and find what organization tried to insult my intelligence with this video. I feel insulted that someone thought this would be effective.

I will agree with the earlier poster in that I want to punish the producers of this video by pirating something.