In the last year or two many writers and researchers have been trying to correct the common perception that young people do not care about privacy. While the public may finally be getting the message that teenagers do value their privacy -- as they define it -- the idea that younger children have any personal information worth protecting is still a new one. Certainly, most people would probably be surprised to learn how early children are starting to surf the Net: the average age at which children began to use the Internet dropped from age 10 in 2002 to age four in 2009 (Findahl, Olle, Preschoolers and the Internet, Presented at the EU-kids online conference, London, June 11, 2009); and, thanks to the iPhone and iPad, that number has probably dropped even lower.

One of the most famous images of online life is the New Yorker cartoon captioned “On the Internet, nobody knows you're a dog.” The cartoon, published in 1993, was hugely influential in fixing an image in the public imagination of the Internet as a place where anonymity reigned. It did not take long for that humorous view of anonymity to take on a darker cast, as parents began to fear that Internet predators would use this invisibility to lure their children in the guise of twelve-year-old girls. It's instructive, though, to realize just how long ago this cartoon was published, and how much the Internet has changed since then.

This is the second part of a two-part blog. The first part looked at some of the more straightforward ways of making money online such as sales, fee-for-service, subscription and brokerage.

One of the most unusual things about Internet-based businesses is that few of them try very hard to make money. Of course, with a very few exceptions (such as Wikipedia) making money is certainly in the business plan, or there wouldn't be all that venture capital floating around, but in general the approach has been to come up with a good product or service first, and only look for ways to make it profitable after it's acquired a steady clientele. Hugely important and successful ventures like Google, YouTube and Facebook all started out operating at a significant loss. This pattern continues today: it's already hard to imagine the Internet without Twitter, but so far that service isn't earning its makers much money (though you can be sure they're looking for ways to do that.)

Three well-known companies – Xerox, Starbucks, and the Gap – have recently made changes to their most public face, their logos. Each change has met with varying degrees of success, giving media educators an opportunity to look at just what makes a successful logo work.

Just a short while ago, concern with online predators was so dominant that anyone trying to draw attention to the problem of cyberbullying felt like a voice in the wilderness. In the last few years, though, new research has not only provided a more realistic picture of the risks of online sexual solicitation; but has also raised awareness on the severity of cyberbullying. Unfortunately, all of the media attention that is now focused on cyberbullying runs the risk of making public perceptions on this issue as narrow and inaccurate as they were towards online predation.

For parents, this time of year can feel like walking through a minefield, with ads, decorations and music all aimed at getting kids excited about Christmas. Every year children eagerly ask Santa for the “hottest,” “must-have” toys – and then turn that “pester power” on their parents.

Ever since Cronus the Titan tried to swallow his son Zeus, parents have feared being supplanted by their children. (It didn't take.) But it's only in the last few generations, as the rate of technological progress has accelerated, that children have grown up in a world significantly different from the one their parents knew, and it's only very recently that parents have seen their surpass them while they were still in the single digits. Thanks to digital media, the world is changing so rapidly today – consider that five years ago there was no Twitter, ten years ago no Facebook and fifteen years ago no Google – that even those of us who spent our childhoods programming our parents' VCRs can feel left behind.

Malcolm Gladwell's recent New Yorker article “Small Change” has set the blogosphere buzzing with its strongly stated argument that social networks such as Facebook and Twitter will not usher in a new age of social activism, as some digital evangelists have proposed, but that they and the relationships they foster are actually detrimental to real social change. As Gladwell puts it, "The instruments of social media are well suited to making the existing social order more efficient. They are not a natural enemy of the status quo."

It's been a busy few months for Facebook: a government investigation, another in a seemingly endless series of changes to the site's privacy controls, a New Yorker profile of its famously publicity-shy founder and the upcoming release of The Social Network, a thoroughly unauthorized account of its early days. With all of the publicity and controversy around Facebook – not to mention its still-growing popularity – it's almost impossible to remember what online life was like before it. In fact, it's not much of an exaggeration to say that those who began using the Internet after the introduction of Facebook and its competitors do so in a way that is fundamentally different from older users.