SAN ISIDRO CAMPUS

Learning Module on
Digital Communication
Gen Ed 5 - Purposive Communication

LESSON 7: DIGITAL COMMUNICATION

Lesson Outline:
● Digital Communication and its Elements
● Online Etiquette: Best practices for Communicating in Digital Environments
● Social Media Communication: Effective Use of Social Media for Branding and Networking
 ● Email Communication: Crafting Professional and Effective Emails

Lesson Objectives:
At the end of the lesson, the students are expected to:
● Define digital communication and explain its key features and elements;
● Define online etiquette and explain its importance in maintaining a respectful and efficient
digital environment;
● Identify the 10 core rules of netiquette in various online communication scenarios;
● Explain the importance of social media in branding and networking, and outline steps for
creating an effective social media branding plan;
● Identify the benefits and drawbacks of social networking for both individuals and
businesses;
● Demonstrate the ability to craft professional and effective emails that adhere to these
principles; and
● Reflect on how digital communication skills can be utilized in both personal and
professional environments to enhance communication and collaboration.

Pre-Assessment:

Let us familiarize ourselves with the following terms:

● Digital communication
● Digital environment
● Digital Citizenship
● Branding
● Networking

Lesson:

Digital Communication is exchanging information, messages, and ideas using digital technologies
and platforms. It involves the transmission and reception of data through electronic devices and
networks. Digital Communication enables real-time interaction, instant messaging, video
conferencing, and multimedia content sharing across vast distances (The Knowledge Academy,
n.d.)
Key Elements of Digital Communication

The Knowledge Academy (n.d.) categorizes 9 key elements of digital communication:

1. Instantaneous interaction

One of the defining features of digital communication is its ability to enable immediate and real-
time interaction. Whether through instant messaging, video calls, or live chat, digital
communication allows individuals to connect and communicate instantly, transcending
geographical barriers.

2. Multimedia integration

Unlike traditional communication methods that primarily rely on text-based messages, digital
communication seamlessly integrates various multimedia elements. Users can share and receive
photos, videos, audio recordings, and other forms of media to enhance their communication and
convey messages more effectively.

3. Asynchronous and synchronous communication

Digital communication offers the flexibility of both asynchronous and synchronous communication.
Asynchronous communication allows individuals to send messages and receive responses at their
convenience, such as through email or social media posts. On the other hand, synchronous
communication enables real-time conversations through platforms like video conferencing, where
participants can engage in discussions without delays.

4. Accessibility and convenience

With the proliferation of smartphones and internet connectivity, people can engage in
communication anytime and anywhere. Whether sending a quick message during a commute or
participating in a virtual meeting from a remote location, digital communication provides
convenience and flexibility.

5. Collaboration and co-creation

Digital communication facilitates collaboration and co-creation among individuals and teams.
Through shared documents, cloud-based platforms, and collaborative tools, people can work
together on projects, share ideas, and contribute to a collective effort, regardless of their physical
location.

6. Data preservation and archiving

Unlike traditional forms of communication that are often transient, digital communication allows
for easy preservation and archiving of conversations and exchanges. This feature enables
individuals and organizations to keep records of important discussions, references, and decisions for
future reference and accountability.

7. Personalization and customization

Digital communication empowers users to personalize and customize their communication
experiences. Individuals can choose their preferred communication platforms, tailor notifications,
and customize settings to align with their specific needs and preferences.

8. Scalability and reach

Digital communication can scale and reach large audiences effortlessly. Social media platforms, for
example, enable individuals and businesses to communicate with thousands or even millions of
followers simultaneously. This scalability broadens the reach and impact of communication efforts,
making it an invaluable tool for marketing, information dissemination, and community engagement.

9. Global reach

Digital Communication provides a platform for global connectivity. People can connect with
individuals, organizations, and communities from around the world with just a few clicks. This
global reach fosters collaboration, knowledge sharing, and cultural exchange on an unprecedented
scale.

In summary, digital communication transforms interaction through real-time, multimedia exchanges

and flexible timing. It enhances accessibility and convenience, supports collaboration, and preserves
records. Its personalization options, scalability, and global reach make it a powerful tool for modern
communication and information sharing. Understanding these key features of digital
communication helps us harness its power to its full potential. As technology keeps evolving, we
can expect further advancements and innovations that will shape the future of communication.

Online Etiquette: Best Practices for Communicating in Digital Environments

Online Etiquette or Netiquette are guidelines for courteous communication in the online
environment. It includes proper manners for sending e-mail, conversing online, and so on. Much
like traditional etiquette, which provides rules of conduct in social situations, the purpose of
netiquette is to help construct and maintain a pleasant, comfortable, and efficient environment for
online communication, as well as to avoid placing strain on the system and generating conflict
among users. (Britannica, n.d.)

Digital citizenship is how a person should act while using digital technology online and has also
been defined as "the ability to participate in society online". The term is often mentioned in relation
to Internet safety and netiquette. It highlights the continued need for policy that promotes effective
use of the internet, including literacy, skills, and regular access (Chadwick & Howard, 2009).

What constitutes good netiquette varies among the many subcultures of the Internet, and, of course,
netiquette issues change with time and technology. Nevertheless, some general principles of proper
online manners can be outlined (Britannica, n.d.)

According to the Colorado State University Guidelines, here are the 10 core rules of netiquette:

Rule 1: Remember the Human

When communicating electronically, whether through email, instant message, discussion post, text,
or some other method, practice the Golden Rule: Do unto others as you would have others do unto
you. Remember, your written words are read by real people, all deserving of respectful
communication. Before you press "send" or "submit," ask yourself, "Would I be okay with this if
someone else had written it?"

Rule 2: Adhere to the same standards of behavior online that you follow in real life
While it can be argued that standards of behavior may be different in the virtual world, they
certainly should not be lower. You should do your best to act within the laws and ethical manners of
society whenever you inhabit "cyberspace." Would you behave rudely to someone face-to-face? On
most occasions, no. Neither should you behave this way in the virtual world.

Rule 3: Know where you are in cyberspace

"Netiquette varies from domain to domain." (Shea, 1994) Depending on where you are in the virtual
world, the same written communication can be acceptable in one area, where it might be considered
inappropriate in another. What you text to a friend may not be appropriate in an email to a
classmate or colleague. Can you think of another example?

Rule 4: Respect other people's time and bandwidth

Electronic communication takes time: time to read and time in which to respond. Most people today
lead busy lives, just like you do, and don't have time to read or respond to frivolous emails or
discussion posts. As a virtual world communicator, it is your responsibility to make sure that the
time spent reading your words isn't wasted. Make your written communication meaningful and to
the point, without extraneous text or superfluous graphics or attachments that may take forever to
download.

Rule 5: Make yourself look good online

One of the best things about the virtual world is the lack of judgment associated with your physical
appearance, sound of your voice, or the clothes you wear (unless you post a video of yourself
singing Karaoke in a clown outfit.) You will, however, be judged by the quality of your writing, so
keep the following tips in mind:
○ Always check for spelling and grammar errors
○ Know what you're talking about and state it clearly
○ Be pleasant and polite

Rule 6: Share expert knowledge

The Internet offers its users many benefits; one is the ease in which information can be shared or
accessed and in fact, this "information sharing" capability is one of the reasons the Internet was
founded. So in the spirit of the Internet's "founding fathers," share what you know! When you post a
question and receive intelligent answers, share the results with others. Are you an expert at
something? Post resources and references about your subject matter. Recently expanded your
knowledge about a subject that might be of interest to others? Share that as well.

Rule 7: Help keep flame wars under control

What is meant by "flaming" and "flame wars?" "Flaming is what people do when they express a
strongly held opinion without holding back any emotion." (Shea, 1994). As an example, think of the
kinds of passionate comments you might read on a sports blog. While "flaming" is not necessarily
forbidden in virtual communication, "flame wars," when two or three people exchange angry posts
between one another, must be controlled or the camaraderie of the group could be compromised.
Don't feed the flames; extinguish them by guiding the discussion back to a more productive
direction.

Rule 8: Respect other people's privacy

Depending on what you are reading in the virtual world, be it an online class discussion forum,
Facebook page, or an email, you may be exposed to some private or personal information that needs
to be handled with care. Perhaps someone is sharing some medical news about a loved one or
discussing a situation at work. What do you think would happen if this information "got into the
wrong hands?" Embarrassment? Hurt feelings? Loss of a job? Just as you expect others to respect
your privacy, so should you respect the privacy of others. Be sure to err on the side of caution when
deciding to discuss or not to discuss virtual communication.

Rule 9: Don't abuse your power

Just like in face-to-face situations, there are people in cyberspace who have more "power" than
others. They have more expertise in technology or they have years of experience in a particular skill
or subject matter. Maybe it's you who posesses all of this knowledge and power! Just remember:
knowing more than others do or having more power than others may have does not give you the
right to take advantage of anyone. Think of Rule 1: Remember the human.

Rule 10: Be forgiving of other people's mistakes

Not everyone has the same amount of experience working in the virtual world. And not everyone
knows the rules of netiquette. At some point, you will see a stupid question, read an unnecessarily
long response, or encounter misspelled words; when this happens, practice kindness and forgiveness
as you would hope someone would do if you had committed the same offense. If it's a minor
"offense," you might want to let it slide. If you feel compelled to respond to a mistake, do so in a
private email rather than a public forum.

Why Netiquette is Important and Why We Should Adhere to It:

Netiquette is important because it fosters a respectful and positive online environment, essential for
effective communication and interaction in the digital world. If we adhere to it, we are contributing
to a safe, inclusive, and efficient online space, where misunderstandings and conflicts are
minimized. It also ensures that digital interactions are as courteous and considerate as face-to-face
ones, reflecting well on our character and maintaining a harmonious online community. Lastly, it
helps protect privacy, supports constructive discussions, and enhances the overall quality of online
communication, making it essential for everyone to observe these guidelines.

Social Media Communication: Effective Use of Social Media for Branding and Networking

Social media communication is the process of creating, sharing, and exchanging information and
ideas in virtual communities and networks. It involves the use of social media platforms, such as
Facebook, Twitter, Instagram, LinkedIn, and YouTube, among others. The communication can be
text-based, image-based, video-based, or a combination of these (Nadim, 2023).

Effective use of social media involves strategically managing and utilizing various social platforms
to achieve specific goals, whether for personal branding, marketing, communication, or networking.
In a professional context and for businesses, social media is important because it boosts brand
visibility, enhances customer engagement, offers targeted marketing, provides networking
opportunities, aids in reputation management, and serves as a cost-effective marketing tool. Overall,
it plays a key role in driving business success and professional growth.

According to the University Canada West (n.d.), social media has taken over the business sphere,
the advertising sphere and additionally, the education sector. It has had a long-lasting impact on the
way people communicate and has now become an integral part of their lives. Movements,
advertisements and products are all being broadcasted on social media platforms. Businesses rely on
social media to create brand awareness as well as to promote and sell their products. It allows
organizations to reach customers, irrespective of geographical boundaries.

Social media branding is a digital marketing strategy where a brand or individual uses social
media to create a unique brand persona that differentiates them from their competition. Businesses
use social media branding to stand out and increase brand awareness across social media networks
(Adobe Express, 2024).

Here are some examples of brands with strong social media presences:

Each brand above uses social media to build a brand presence by creating informative and engaging
content in a way that leaves long-lasting impression.

Here’s how to create a social media branding plan, according to Adobe Express (2024):

1. Define your brand identity

Define your brand identity and how consumers see your business. Here’s how to develop that
persona:

● Define your brand’s mission

● Identify your core values. Look at your mission statement to identify your brand’s core
values (such as “sustainability” or “inclusion”).
● Scope out the competition. How are yours different? And how are your products or
services unique? Two brands can offer essentially the same product but have completely
different values.
● Craft a visual identity. Determine what colors, fonts, and imagery support your brand’s
values. A “fun” brand might use bright colors, while a “classic” brand might use muted
tones.
 ● Establish your brand voice. Your visual identity will be supported by words, like taglines
and slogans. What verbiage will you use? What tone is appropriate? Will it be more formal
or more playful?

2. Understand your audience

Your target audience is the ideal consumer you’re trying to serve with your products or services.
Understanding who you’re trying to reach makes it easier to determine how best to reach them.
Survey your existing customers and gather demographic information to put together your profile,
including:
● Age
● Gender
● Geographic location
● Profession
● Household income
● Hobbies
● Habits

3. Develop Content Strategy

Craft content relevant to your ideal consumer that aligns with your brand. Consider the following:

● Establish goals. Define what you hope to achieve with your social media strategy and set
key performance indicators (KPIs). For example, if you want to boost traffic to your
website, you might measure organic visitors.
● Run a competition analysis. See what your competitors are up to on social media. You can
get inspiration from what they’re doing right — like seeing which social media content
generates a lot of engagement (clicks, likes, shares). You can also use this to identify niches
to fill. For example, if they aren’t active on YouTube, now is the time to create a YouTube
channel. If they aren’t on Facebook, seize the opportunity and make a Facebook page.
● Audit your social media. If you’re active on social media, analyze your results. What
content generates the most views and engagement? What types of people engage with you?
Are you reaching your target audience? Which networks show the most potential?
● Create a content calendar. Create a social media posting schedule. Determine what type of
content you’ll post on which social networks and how often. You can even plan what
hashtags you’ll use. Having a content calendar helps ensure consistency.

In summary, social media branding is a digital marketing strategy where businesses and individuals
use social platforms to create a unique brand persona that differentiates them from the competition
and increases brand awareness. This involves defining a clear brand identity, including mission,
core values, visual elements, and brand voice, to ensure consistency across all platforms. Social

media branding allows businesses to stand out, build a strong online presence, and effectively reach
and engage their audience.

Relatively, social media communication also entails networking for professional purposes and
business. Wright (2022) defines social networking as having connections in both the real and the
digital worlds. Today, this term is mainly used to reference online social communications. The
internet has made it possible for people to find and connect with others who they may never have
met otherwise.
What are social networks?

With the broad spectrum of websites, apps and services that exist online, there is no single exact
definition of a social network. Generally, though, social networks have a few common attributes
that set them apart (Wright, 2022).
● A social network will focus on user-generated content. Users primarily view and interact
with content made by other users. They are encouraged to post text, status updates or
pictures for viewing by others.
● Social networks allow the user or organization to create a profile. The profile contains
information about the person and a centralized page with the content posted by them. Their
profile may be associated with their real name.
● A social network has a way to form a lasting connection with other users. These connections
are commonly called friending or following the other user. They allow the users to find
other users and form webs of relationships. Often an algorithm will recommend other users
and organizations they may want to form a connection with.

Although often used interchangeably, social network is different than social media. A social
network focuses on the connections and relationships between individuals. Social media is more
focused on an individual sharing with a large audience. In this case, media is used in the same sense
as in mass media. Most social networks can also be used as social media sites.

Advantages and Disadvantages of Social Networking

Social networking can be a double-edged sword. On one end, it provides unsurpassed social
benefits, yet it can also make people more vulnerable to the spread of misinformation, as well as
privacy and security threats (Wright, 2022).

Social networking offers the following benefits to consumers and businesses:

● Brand awareness. Social networking enables companies to reach out to new and existing
clients. This helps to make brands more relatable and promotes brand awareness.
● Instant reachability. By erasing the physical and spatial boundaries between people, social
networking websites can provide instant reachability.
● Builds a following. Organizations and businesses can use social networking to build a
following and expand their reach globally.
● Business success. Positive reviews and comments generated by customers on social
networking platforms can help improve business sales and profitability.

Social networking also has the following downsides:

● Rumors and misinformation. Incorrect information can slip through the cracks of social
networking platforms, causing havoc and uncertainty among consumers. Often, people take
anything posted on social networking sites at face value instead of verifying the sources.
● Negative reviews and comments. A single negative review can adversely affect an
established business, especially if the comments are posted on a platform with a large
following. A tarnished business reputation can often cause irreparable damage.
 ● Time-consuming process. Promoting a business on social media requires constant upkeep
and maintenance. Creating, updating, preparing and scheduling regular posts can take a
considerable amount of time. This can be especially cumbersome for small businesses that
may not have the extra staff and resources to dedicate to social media marketing.

In a nutshell, social media communication, particularly for professional networking and business
purposes, involves creating connections both online and in the real world. While social networking
offers benefits like increased brand awareness, instant connectivity, and global reach, it also has
drawbacks, including the spread of misinformation, potential harm from negative reviews, and the
time-intensive nature of maintaining an active presence.

Email Communication: Crafting Professional and Effective Emails

E-mail - messages transmitted and received by digital computers through a network. An e-mail
system allows computer users on a network to send text, graphics, sounds, and animated images to
other users (Britannica.com, n.d.)

Effective emails are those that convey their intended message clearly and efficiently while
prompting the desired response from the recipient. They are especially important in a professional
context because they facilitate clear and efficient communication, which is essential for productivity
and collaboration. Well-crafted emails ensure that messages are understood quickly, reducing the
likelihood of misunderstandings or errors.

Broom et. al (2013) devised a model called the 7Cs of Communication.

According to the 7 Cs, communication needs to be:

1. Clear.
2. Concise
3. Concrete.
4. Correct.
5. Coherent.
6. Complete.
7. Courteous.

Clear: When writing or speaking to someone, be clear about your goal or message. Make sure that
it's easy for your reader to understand your meaning.

Concise: Stick to the point and keep it brief. Your audience does not want to read six sentences
when you could communicate your message in three.

Concrete: When your message is concrete, your audience has a clear picture of what you're telling
them (or being specific, definite, and vivid rather than vague and general)

Correct: There are no errors both in substance and form. This includes grammar, use of words,
content, etc.
Coherent: When your communication is coherent, it's logical. All points are connected and relevant
to the main topic, and the tone and flow of the text is consistent.

Complete: In a complete message, the audience has everything they need to be informed and, if
applicable, take action.

Courteous: Courteous communication is friendly, open and honest. There are no hidden insults or
passive-aggressive tones. You keep your reader's viewpoint in mind, and you are empathetic to their
needs.

Guide to Writing Effective Emails (by Bladen Community College, n.d.)

1. Know Your Purpose

Why am I sending this?

If you don’t know why you’re sending an email, you shouldn’t send one. Writing emails
without knowing what your purpose is wastes both your time and your recipient’s time.

What do I need from the recipient?

Are you asking for information? If so, be as specific as possible about the information you
need and the format you need it in. This helps avoid confusion.

What action do I want the recipient to take?

Do you need an attachment? Are you asking for a deadline to be extended? Be honest in
your expectations and try to convey those expectations in a polite but sincere way.

What is the time frame I’m expecting for a response?

Email is great for shorter-term communication, usually in the window of 24-48 hours.
Business that is more urgent should be conducted by phone. Do not expect a reply right
away, and do not email a request or question if you need the answer in less than 24 hours.

2. Practice Empathy

- Think about the way your recipient may read the words you write.
- How would I interpret this sentence as someone reading it?
- How would this make me feel if I received it?
- Most people:
- Are busy: don’t have time to guess what you want, and want to read and respond to
your email quickly.

- Appreciate compliments: saying something positive about a person or their work is

never a waste of words.
- Like to be thanked: if the recipient has helped you in any way, be sure to thank them,
even if it’s their job to help you.

3. Write a Relevant Subject Line

 - The subject line is the first part of your email your recipient will see. Keep the subject line
brief, but make it specific enough that your reader knows what the email will include before
he or she opens it. Vague subject lines like “Hey” or “Question” aren’t helpful and will
likely annoy your reader, making them less likely to help you.
- If you’re emailing an instructor, include the course name and number in the subject line. If
you’re emailing about a job, include the job listing title and number, if provided.

4. Follow a Standard Structure

After you get used to composing emails, you’ll establish a natural structure for your emails that will
make communicating more efficient. Your structure should include the following:

- Greeting: “Hi,” “Dear,” or “Hello!”

- a compliment or pleasantry: “I hope this email finds you well!” You can also include more
personalized compliments, such as “Your presentation in our last class was really
informative” or “I appreciate the help you provided during our last meeting.” You always
want to follow your greeting with a compliment: there’s no reason not to, and it can only
make the person you’re emailing feel better (remember empathy)
- the reason for your email: You can sum this up in one to two sentences, starting with “I’m
emailing to ask you about…” or “I was hoping I could have your assistance in…”
- a call to action: This is what you want your recipient to do; “Could you send me the file by
Thursday?” or “Please let me know if you can help by Friday.” This gives your recipient an
idea of what you want them to do and a timeline by which you need it done.
- a closing message: This can repeat the call to action and also make your reader feel more
inclined to assist you. “Thank you for all your help” or “I’m looking forward to hearing
from you!” are good closing lines.
- Sign-off: “Thanks,” “Best wishes,” or simply “Sincerely,” followed by your name

Having a structure like this can help streamline the process of emailing and make it less time-
consuming.

5. Use Short Words, Sentences, and Paragraphs

Concise writing is key to writing good, effective emails. Using short words and sentences shows
you respect your recipient and his or her time. Writing concisely also makes you seem more
considerate, as it shows you took the time to make sure your reader understands your message.
Avoid big blocks of writing, either by breaking them into paragraphs or using bullet points.

Before you send your email, trim down as much as you can. This will help you ensure that the email
you send is the best version.

6. Use the Active Voice

Active voice focuses on the subject taking the action, usually a person. The passive voice focuses
on the object being acted upon.
- Active voice: I threw the ball.
- Passive voice: The ball was thrown (by me).
7. Proofread Email

Read your email aloud to yourself, checking for spelling and grammar mistakes.
- Is my request clear?
- Could there be any misunderstandings?
- How would this sound if I were the recipient?

Delete any unnecessary words, sentences, and paragraphs as you proofread, which will help trim
down your email.

Do NOT Use:
- Emoticons
- Slang or chat abbreviations (LOL, tbh, omg)
- Colorful fonts and backgrounds

8. Check your Reception Fields

Before sending your email, check your recipient fields to make sure you’re sending it to the right
person, people or group. You also want to make sure the email addresses are in the correct field.

Remember:
- To: The email address of the person or group whom your email will be sent
- CC: Stands for “carbon copy.” Any address in this field will receive the same email, but not
be directly addressed in the email
- BCC: The field is similar to “CC,” but only the email address(es) is hidden.

9. Remember to follow up

Finally, most people receive several emails per day, so they might miss or forget to respond to your
message. If the recipient hasn’t replied within two working days, consider reaching back out with a
friendly follow-up email.

Examples of Professional Email Templates

According to Indeed.com (n.d.), the following are templates for common professional emails:

Template 1: Thank-you email after an interview

SUBJECT: Thank you for your time on [date]

Dear [recruiter or company contact],

Thank you for meeting with me today to discuss the [job title] position at [company name]. It was a
pleasure to meet you, and I enjoyed discussing [reference to interview conversation]. I'm excited
about the opportunity to lend my skills and [industry or education] experience to the [department]
team, as I believe I could be a valuable asset in your [project] work.

I look forward to hearing from you soon. Please let me know if you need any additional
information.

Best regards,
[Full name]
[Email]
[Phone number]

Template 2: Interview follow-up email

SUBJECT: Follow up regarding [position title]

Hello [company contact],

I interviewed for the [job title] position at [company] on [date] and wanted to check in with you on
the current status of this job. I'm excited about the opportunity to work with the [department] team
and help with [tasks you're experienced in, such as increasing sales or creating new marketing
campaigns].

Please let me know if there's any additional information that I can provide to assist in the hiring
process. I look forward to hearing from you.

Sincerely,
[Full name]
[Email]
[Phone number]

Template 3: Professional email requesting clarification

SUBJECT: Requesting information on [project or topic name]

Hello [name],

Thank you for taking the time to reach out to me about [topic]. Could you please provide me with
some additional information so I can better understand your request? I'd like to assist you as quickly

as possible. When you have the time, could you please detail the three most important points that
you need my help with?

Once I have this clarification, I can assist you more effectively.

Thank you,
[Name]
[Job title]
[Email]
[Phone number]

In conclusion, it is clear that digital communication has become an essential part of our daily lives.
Whether it is texting, video calls, or emails, these tools help us stay connected no matter where we
are. Throughout this lesson, we explored how to communicate effectively online, including
practicing good etiquette and using social media to build our personal or professional brands. This
way, we can be more thoughtful and efficient in how we engage with others digitally. Being aware
of how we present ourselves online can make a big difference. With the right approach, digital
communication not only helps us stay in touch but also creates opportunities for collaboration,
networking, and personal growth.

Sources:

Adobe Express. (2024, February 2). How to create a winning social media branding strategy.
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strategy

Bladen Community College. (n.d.). Guide to writing effective emails. https://bladencc.edu/wp-

content/uploads/2022/04/Guide-to-Writing-Effective-Emails-1.pdf

Broom, G. M., Cutlip, S. M., Sha, B., & Seshadrinathan, S. (2013). Cutlip & Center's effective
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