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sumptions were and what importance the universality of communication has. The consequence of this development is the profession of Public Relations. INTEGRATION FUNCTION The third major contribution made by communication is the integration function, which is derived from the law of differentiation. This law states (in abridged form) that differentiation between simple and complex societies is a continuous process. Splitting a society into subsystems is only possible if a reliable integration of communication can be guaranteed at the same time. The need for integration in system propagation does not grow on the same scale as the propagation, but exponentially. The degree of importance which communication has already attained today in its perceived role as an integration function is demonstrated by the term "media society". But the incredible advance of the communication media also clearly indicates how rapidly the relevance of the media system has increased. Public Relations are not an invention of the modern age. Based on Aristotle, one can regard PR as action designed to convince, which was customary then as today and which, as communication, stimulates further communication. Systematic networking of organisations permits an additional increase in efficiency. The current interest in databases, multimedia and the Internet is an unmistakable indication of the continuing development of the communication society with the help of the media. Communication spreads its wings, and facts are replaced by visions. Mass communication is increasingly being used with blanket coverage to influence perceptions, expectations and opinions, i.e. fictitious quantities. As a result of these world-wide communication possibilities, communication is acquiring an enormous relevance to the global society. PUBLIC RELATIONS The representative function and universality of communication makes it possible, with the help of the appropriate media, to communicate concepts of reality, which are no longer analysable. The end result of this is that reality today is no longer what is real, but that which the media portray as real. Millions of years passed without communication being perceived as a socially strategic factor. The last 50 years, on the other hand, have changed the picture radically. Today's media multiplicity offers amazing opportunities. Whoever has possession of communication and telecommunication media holds the future in his hands! 28 HARTING tec.News 4-II-1999
tec. S p e c i a l t o p i c APPLICATIONS CompactPCI unites computer and telephone Gerd Weking T he year 2000 will soon be upon us and with it the much-acclaimed knowledge and information society. The sheer quantity of information is growing continuously; available any time, any place, it increasingly permeates both our work and our private life. Numerous intelligent telecommunications services are already a reality, for example guidance of telephone callers by synthetically generated voices and automatic routing to the relevant call centre. It will not be long before other visions also become reality. The in- Standards designed to ensure that CONVERGENCE OF MARKETS telligent mobile phone sends your the computer and telecommunications worlds grow together are choice of evening meal to your home, where the intelligent refrigerator checks its contents and puter telephony (CT). In addition, summarised under the term, com- automatically orders any missing CT is a synonym for new multimedia information technologies, with food items via the Internet. Mobile communication and the Internet which transmission of speech, video signals and data can be com- are bringing forth new services. The growth in networking of intelligent communications equipment learning, and another is telephone bined. An example of this is tele- is also bringing together two sectors of industry which used to be both of which also illustrate how conversation via the Internet – clearly delineated – computers CT can produce cost savings. Even and telecommunications. today, CT is already a sector of industry that is growing at a tremendous pace. New and better systems are appearing with evergreater regularity. At the same time, the compatibility problems familiar from current telephone systems are to be avoided from the outset by intensive standardisation efforts. STANDARDISATION OF SOFTWARE AND HARDWARE An important element in computer-based (Fig. Siemens) telecommunications equipment is the integration of a so-called telecom bus. When CT development began, bus systems developed in-house dominated, but before long the first steps towards standardisation were being taken. Since 1996, 140 manufacturers and telephone companies have joined together in the VoIP (Voice over Internet Protocol) Forum in order that the same level of reliable world-wide accessibility is achieved with Internetsupported voice data transmission as with conventional telephone networks. (Fig. Intel) Similarly, in the USA there is the ECT Forum (Enterprise Computer Telephony Forum), a grouping of leading industry representatives with the task of agreeing open standards for equipment inter- 29 People Power Partnership
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