{"id":3994,"date":"2025-12-13T14:47:28","date_gmt":"2025-12-13T14:47:28","guid":{"rendered":"https:\/\/www.markus-schall.de\/?p=3994"},"modified":"2026-05-04T18:48:08","modified_gmt":"2026-05-04T18:48:08","slug":"reach-is-not-ownership-why-visibility-is-no-longer-enough-today","status":"publish","type":"post","link":"https:\/\/www.markus-schall.de\/en\/2025\/12\/reach-is-not-ownership-why-visibility-is-no-longer-enough-today\/","title":{"rendered":"Reach is not ownership - Why visibility is no longer enough today"},"content":{"rendered":"<p>A good ten years ago, I happened to watch a lecture on the transition from the information society to the knowledge society. At the time, much of it still sounded theoretical, almost academic. It was about concepts such as data sovereignty, ownership of information and the question of who will actually determine what is accessible in the future - and what is not. Today, with a little distance, this lecture seems surprisingly precise. After all, much of what was described as a development back then has now become reality. More and more data has migrated to the cloud. More and more information is no longer stored on in-house systems, but in external infrastructures. And increasingly, it is no longer the user but a provider, a platform or a set of rules that decides what is possible.<\/p>\n<p>To understand this development, it is worth taking a step back. The information society in which many of us grew up was not a normal state. It was a historical exception.<!--more--><\/p>\n<hr \/>\n\n\t\t\t<div class=\"display-post-types\">\n\n\t\t\t\t\t\t\t<style type=\"text\/css\">\n\t\t\t#dpt-wrapper-490 { --dpt-text-align: left;--dpt-image-crop: center;--dpt-border-radius: 5px;--dpt-h-gutter: 10px;--dpt-v-gutter: 9px; }\t\t\t<\/style>\n\t\t\t<style type=\"text\/css\">#dpt-wrapper-490 { --dpt-title-font-style:normal;--dpt-title-font-weight:600;--dpt-title-line-height:1.5;--dpt-title-text-decoration:none;--dpt-title-text-transform:none;--dpt-excerpt-font-style:normal;--dpt-excerpt-font-weight:400;--dpt-excerpt-line-height:1.5;--dpt-excerpt-text-decoration:none;--dpt-excerpt-text-transform:none;--dpt-meta1-font-style:normal;--dpt-meta1-font-weight:400;--dpt-meta1-line-height:1.9;--dpt-meta1-text-decoration:none;--dpt-meta1-text-transform:none;--dpt-meta2-font-style:normal;--dpt-meta2-font-weight:400;--dpt-meta2-line-height:1.9;--dpt-meta2-text-decoration:none;--dpt-meta2-text-transform:none; }<\/style><div class=\"dpt-main-header\">\n\t\t\t\t\t\t<div class=\"dpt-main-title\">\n\t\t\t\t\t\t\t<span class=\"dpt-main-title-text\">Social issues of the present<\/span>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t<\/div>\t\t\t\n\t\t\t\t<div id=\"dpt-wrapper-490\" class=\"dpt-wrapper dpt-mag1 land1 dpt-cropped dpt-flex-wrap\" >\n\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"dpt-entry has-thumbnail\" data-title=\"warum dieter bohlen spricht, wenn andere schweigen: ein portr\u00e4t \u00fcber flei\u00df und klarheit\" data-id=\"3744\"  data-category=\"allgemein gesellschaft kunst &amp; kultur\" data-post_tag=\"auswandern deutschland erfahrungen krisen meinungsfreiheit musik portrait\">\n\t\t\t\t\t\t\t<div class=\"dpt-entry-wrapper\"><div class=\"dpt-featured-content\"><div class=\"dpt-permalink\"><a href=\"https:\/\/www.markus-schall.de\/en\/2025\/12\/why-dieter-bohlen-speaks-when-others-remain-silent-a-portrait-of-diligence-and-clarity\/\" class=\"dpt-permalink\"><span class=\"screen-reader-text\">Why Dieter Bohlen speaks when others remain silent: A portrait of diligence and clarity<\/span><\/a><\/div><div class=\"dpt-thumbnail\"><div class=\"dpt-thumbnail-inner\"><img width=\"1024\" height=\"683\" class=\"attachment-full size-full\" alt=\"\" context=\"dpt\" data-dpt-src=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/Dieter-Bohlen-Portrait.jpg\" data-dpt-sizes=\"(max-width: 1024px) 100vw, 1024px\" data-dpt-srcset=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/Dieter-Bohlen-Portrait.jpg 1024w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/Dieter-Bohlen-Portrait-300x200.jpg 300w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/Dieter-Bohlen-Portrait-768x512.jpg 768w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/Dieter-Bohlen-Portrait-18x12.jpg 18w\" \/><\/div><span class=\"dpt-thumbnail-aspect-ratio\" style=\"padding-top: 75%\"><\/span><\/div><\/div><div class=\"sub-entry\"><h3 class=\"dpt-title\"><a class=\"dpt-title-link\" href=\"https:\/\/www.markus-schall.de\/en\/2025\/12\/why-dieter-bohlen-speaks-when-others-remain-silent-a-portrait-of-diligence-and-clarity\/\" rel=\"bookmark\">Why Dieter Bohlen speaks when others remain silent: A portrait of diligence and clarity<\/a><\/h3><\/div><\/div>\n\t\t\t\t\t\t<\/div><!-- .dpt-entry -->\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"dpt-entry has-thumbnail\" data-title=\"was ist brics &#8211; und was nicht: geschichte, wirtschaft und geopolitische einordnung\" data-id=\"4691\"  data-category=\"allgemein gesellschaft\" data-post_tag=\"denkmodelle deutschland europa geopolitik sicherheitspolitik\">\n\t\t\t\t\t\t\t<div class=\"dpt-entry-wrapper\"><div class=\"dpt-featured-content\"><div class=\"dpt-permalink\"><a href=\"https:\/\/www.markus-schall.de\/en\/2026\/02\/what-is-brics-and-what-is-not-history-economy-and-geopolitical-classification\/\" class=\"dpt-permalink\"><span class=\"screen-reader-text\">What is BRICS - and what is not: history, economy and geopolitical classification<\/span><\/a><\/div><div class=\"dpt-thumbnail\"><div class=\"dpt-thumbnail-inner\"><img width=\"1024\" height=\"683\" class=\"attachment-full size-full\" alt=\"BRICS countries\" context=\"dpt\" data-dpt-src=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/BRICS-Staaten.jpg\" data-dpt-sizes=\"(max-width: 1024px) 100vw, 1024px\" data-dpt-srcset=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/BRICS-Staaten.jpg 1024w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/BRICS-Staaten-300x200.jpg 300w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/BRICS-Staaten-768x512.jpg 768w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/BRICS-Staaten-18x12.jpg 18w\" \/><\/div><span class=\"dpt-thumbnail-aspect-ratio\" style=\"padding-top: 75%\"><\/span><\/div><\/div><div class=\"sub-entry\"><h3 class=\"dpt-title\"><a class=\"dpt-title-link\" href=\"https:\/\/www.markus-schall.de\/en\/2026\/02\/what-is-brics-and-what-is-not-history-economy-and-geopolitical-classification\/\" rel=\"bookmark\">What is BRICS - and what is not: history, economy and geopolitical classification<\/a><\/h3><\/div><\/div>\n\t\t\t\t\t\t<\/div><!-- .dpt-entry -->\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"dpt-entry has-thumbnail\" data-title=\"energie, macht und abh\u00e4ngigkeit: europas weg vom exportweltmeister zum nachfrager\" data-id=\"4945\"  data-category=\"allgemein gesellschaft\" data-post_tag=\"denkmodelle deutschland energiepolitik eu-gesetze europa geopolitik krisen meinungsfreiheit sicherheitspolitik\">\n\t\t\t\t\t\t\t<div class=\"dpt-entry-wrapper\"><div class=\"dpt-featured-content\"><div class=\"dpt-permalink\"><a href=\"https:\/\/www.markus-schall.de\/en\/2026\/02\/energy-power-and-dependence-europes-transition-from-world-export-champion-to-consumer\/\" class=\"dpt-permalink\"><span class=\"screen-reader-text\">Energy, power and dependency: Europe's path from world export champion to consumer<\/span><\/a><\/div><div class=\"dpt-thumbnail\"><div class=\"dpt-thumbnail-inner\"><img width=\"1024\" height=\"683\" class=\"attachment-full size-full\" alt=\"Europe and energy\" context=\"dpt\" data-dpt-src=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/Europa-Energie.jpg\" data-dpt-sizes=\"(max-width: 1024px) 100vw, 1024px\" data-dpt-srcset=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/Europa-Energie.jpg 1024w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/Europa-Energie-300x200.jpg 300w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/Europa-Energie-768x512.jpg 768w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/Europa-Energie-18x12.jpg 18w\" \/><\/div><span class=\"dpt-thumbnail-aspect-ratio\" style=\"padding-top: 75%\"><\/span><\/div><\/div><div class=\"sub-entry\"><h3 class=\"dpt-title\"><a class=\"dpt-title-link\" href=\"https:\/\/www.markus-schall.de\/en\/2026\/02\/energy-power-and-dependence-europes-transition-from-world-export-champion-to-consumer\/\" rel=\"bookmark\">Energy, power and dependency: Europe's path from world export champion to consumer<\/a><\/h3><\/div><\/div>\n\t\t\t\t\t\t<\/div><!-- .dpt-entry -->\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"dpt-entry has-thumbnail\" data-title=\"das 28. regime der eu: der stille umbau des europ\u00e4ischen wirtschaftsraums?\" data-id=\"3747\"  data-category=\"allgemein gesellschaft\" data-post_tag=\"auswandern eu-gesetze europa geopolitik\">\n\t\t\t\t\t\t\t<div class=\"dpt-entry-wrapper\"><div class=\"dpt-featured-content\"><div class=\"dpt-permalink\"><a href=\"https:\/\/www.markus-schall.de\/en\/2025\/12\/the-eus-28-regime-the-silent-restructuring-of-the-european-economic-area\/\" class=\"dpt-permalink\"><span class=\"screen-reader-text\">The EU's 28th regime: The silent restructuring of the European Economic Area?<\/span><\/a><\/div><div class=\"dpt-thumbnail\"><div class=\"dpt-thumbnail-inner\"><img width=\"1024\" height=\"683\" class=\"attachment-full size-full\" alt=\"28th EU regime\" context=\"dpt\" data-dpt-src=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/EU-28-Regime.jpg\" data-dpt-sizes=\"(max-width: 1024px) 100vw, 1024px\" data-dpt-srcset=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/EU-28-Regime.jpg 1024w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/EU-28-Regime-300x200.jpg 300w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/EU-28-Regime-768x512.jpg 768w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/EU-28-Regime-18x12.jpg 18w\" \/><\/div><span class=\"dpt-thumbnail-aspect-ratio\" style=\"padding-top: 75%\"><\/span><\/div><\/div><div class=\"sub-entry\"><h3 class=\"dpt-title\"><a class=\"dpt-title-link\" href=\"https:\/\/www.markus-schall.de\/en\/2025\/12\/the-eus-28-regime-the-silent-restructuring-of-the-european-economic-area\/\" rel=\"bookmark\">The EU's 28th regime: The silent restructuring of the European Economic Area?<\/a><\/h3><\/div><\/div>\n\t\t\t\t\t\t<\/div><!-- .dpt-entry -->\n\t\t\t\t\t\t\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\n<hr \/>\n<h2>Latest news on the topic<\/h2>\n<p><strong>14.04.2026<\/strong>: The current debate about a possible <a href=\"https:\/\/www.deutschlandfunk.de\/social-media-verbot-kinder-jugendliche-bundesregierung-tiktok-instagram-100.html\" target=\"_blank\" rel=\"noopener\"><strong>Social media ban for children and young people<\/strong><\/a> shows the extent to which digital reach now depends on political and regulatory decisions. In Germany, there are currently discussions about restricting or completely banning platforms such as TikTok or Instagram for under 14-year-olds, with a final decision expected to be made after the summer. At the same time, there are different positions both within politics and in society: While some are calling for stricter rules to protect against addiction, psychological stress and problematic content, critics point out that bans merely postpone the problems and that media literacy would be more important.<\/p>\n<div class=\"lyte-wrapper\" style=\"width:640px;max-width:100%;margin:5px;\"><div class=\"lyMe\" id=\"WYL_cFF_m-0ewVo\"><div id=\"lyte_cFF_m-0ewVo\" data-src=\"https:\/\/www.markus-schall.de\/wp-content\/plugins\/wp-youtube-lyte\/lyteCache.php?origThumbUrl=%2F%2Fi.ytimg.com%2Fvi%2FcFF_m-0ewVo%2Fhqdefault.jpg\" class=\"pL\"><div class=\"tC\"><div class=\"tT\"><\/div><\/div><div class=\"play\"><\/div><div class=\"ctrl\"><div class=\"Lctrl\"><\/div><div class=\"Rctrl\"><\/div><\/div><\/div><noscript><a href=\"https:\/\/youtu.be\/cFF_m-0ewVo\" rel=\"nofollow noopener\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.markus-schall.de\/wp-content\/plugins\/wp-youtube-lyte\/lyteCache.php?origThumbUrl=https%3A%2F%2Fi.ytimg.com%2Fvi%2FcFF_m-0ewVo%2F0.jpg\" alt=\"YouTube video thumbnail\" width=\"640\" height=\"340\" \/><br \/>Watch this video on YouTube<\/a><\/noscript><\/div><\/div><div class=\"lL\" style=\"max-width:100%;width:640px;margin:5px;\"><\/div><br \/>\nSocial media ban for young people? Lang, Witwer, M\u00fcller and Lobo in top-level talks | <a href=\"https:\/\/www.youtube.com\/@derspiegel\" target=\"_blank\" rel=\"nofollow noopener\">THE MIRROR<\/a><\/p>\n<p>This development is part of a larger trend in Europe in which digital platforms are becoming increasingly regulated. This makes it clear that reach on external systems is never completely under one's own control - it can be restricted at any time by new rules, technical specifications or political decisions. This is precisely where the fundamental difference to own platforms lies.<\/p>\n<hr \/>\n<h2>The information society - a special historical case<\/h2>\n<p>The information society was characterized by a simple but effective principle: information was easily accessible. If you wanted to know something, you could search for it. Websites, forums, blogs, online archives and later search engines ensured that knowledge was available seemingly without limits.<\/p>\n<p>The decisive factor here was not the quality of each individual piece of information, but the fact that access was basically open. You didn't have to ask, you didn't have to apply, you didn't have to be activated. You could read, compare and form your own opinion.<\/p>\n<p>In short: access was power.<\/p>\n<h3>Why this phase felt so normal<\/h3>\n<p>Many people still take this time for granted today. This is because an entire generation was socialized during this phase. Information was \u201ejust there\u201c. If something was missing, it was usually because people hadn't looked for it properly. It is often overlooked that this openness was the result of certain technical, economic and cultural conditions:<\/p>\n<ul>\n<li>Decentralized websites instead of centralized platforms<\/li>\n<li>Own servers instead of external clouds<\/li>\n<li>Content that was distributed instead of controlled<\/li>\n<\/ul>\n<p>This constellation was favorable - but it was not permanently guaranteed.<\/p>\n<h3>The role of the Internet as an open network<\/h3>\n<p>The early Internet was not a marketplace or a stage, but first and foremost a network. Content was located in many places, was linked, copied and mirrored. There was no central authority that decided what information was allowed to be visible. This had two consequences:<\/p>\n<ol>\n<li>Knowledge could grow and branch out<\/li>\n<li>Dependencies remained comparatively low<\/li>\n<\/ol>\n<p>If you operated your own website, you owned your content. If you operated a server, you controlled your data. This was technically more demanding than today - but structurally clear.<\/p>\n<h3>Why the information society was not a permanent state<\/h3>\n<p>With increasing convenience, behavior changed. Own servers were replaced by rented ones. Local systems gave way to cloud services. Platforms took over functions that used to be distributed. This was not wrong and not meant in a bad way. It was efficient, cheap and convenient. But it had a side effect:<\/p>\n<p>Control shifted. Information was still available - but it was increasingly in the hands of others. And so the balance of power slowly began to shift.<\/p>\n<p>Looking back, we can say that the information society was a transitional phase in which access was more important than ownership. It is precisely this point that is increasingly being called into question today. The more information is stored, evaluated and filtered centrally, the more decisive the question becomes rather than access:<\/p>\n<p><em><strong>Who actually owns the data?<\/strong><\/em><\/p>\n<p>We are thus entering the field of the knowledge society - and different rules apply there.<\/p>\n<h3>Observations from practice<\/h3>\n<p>These thoughts did not arise theoretically, but quite practically during the research for several articles. When I became more intensively involved with personalities such as <a href=\"https:\/\/www.markus-schall.de\/en\/2025\/12\/why-dieter-bohlen-speaks-when-others-remain-silent-a-portrait-of-diligence-and-clarity\/\"><strong>Dieter Bohlen<\/strong><\/a>, <a href=\"https:\/\/www.markus-schall.de\/en\/2025\/12\/jan-josef-liefers-a-portrait-of-attitude-origin-and-artistic-freedom\/\"><strong>Jan-Josef Liefers<\/strong><\/a> and also <a href=\"https:\/\/www.markus-schall.de\/en\/2025\/12\/game-theory-explains-25-years-of-geopolitics-how-europe-lost-its-strategic-role\/\"><strong>Prof. Dr. Christian Rieck<\/strong><\/a> I noticed something that initially seems banal, but on closer inspection says a lot about our times: none of them really have their own, well-maintained website as a content hub. Instead, you can find them almost exclusively on platforms such as YouTube, Instagram or in third-party media appearances.<\/p>\n<p>All three undoubtedly have reach. But this reach does not belong to them. It belongs to the platforms on which they take place. What looks like visibility is actually dependency. This observation was an important trigger for questioning the relationship between reach, ownership and knowledge creation more fundamentally.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4002 size-large\" src=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/reichweite-informationsgesellschaft.jpg\" alt=\"Information society - open library\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/reichweite-informationsgesellschaft.jpg 1024w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/reichweite-informationsgesellschaft-300x200.jpg 300w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/reichweite-informationsgesellschaft-768x512.jpg 768w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/reichweite-informationsgesellschaft-18x12.jpg 18w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h2>The creeping end of free information<\/h2>\n<p>Saying that information is becoming \u201escarcer\u201c today sounds paradoxical at first. Because of course there is still an infinite amount of information on the internet. Millions of new pieces of content are published, videos uploaded and articles written every day. And yet for many people, it feels as if they are finding less at the same time - or at least less of what really matters.<\/p>\n<p>The reason is simple: it's not about quantity, but about availability. And availability is different from \u201eexists somewhere\u201c. In the past, information was often publicly findable, freely accessible and relatively easy to search. Today, information is becoming scarce again in several steps - not through one large, visible measure, but through many small changes that add up over the years.<\/p>\n<h3>Paywalls, closed platforms and algorithmization<\/h3>\n<p>An important factor are <strong>Paywalls<\/strong>. Newspapers, magazines and specialist portals have realized that free content may bring reach, but it does not ensure a stable existence. So articles are moved behind paywalls. This is understandable from the providers' point of view - and often fair. Nevertheless, it means that part of the public knowledge space moves back into private spaces. Those who pay are allowed to read. Those who don't pay stay out.<\/p>\n<p>In addition <strong>Closed platforms<\/strong>. In the past, content was available as websites that could be accessed directly or found via search engines. Today, a lot of content is stored in systems that are \u201eonline\u201c but no longer really open: social media posts, groups, comment areas, video platforms, chat communities. Content is there - but it is not freely searchable, cannot be found permanently and is often only useful within an app. You could say it is there, but it no longer belongs to the public space, but to an operator.<\/p>\n<p>This effect is made even stronger by <strong>Algorithmization<\/strong>. In the past, the order of the results was not neutral either, but it was comprehensible for many people: You search for something, you get hits, you click through. Today, algorithmic systems are increasingly deciding what you \u201eshould\u201c see. Two people search for the same term - and get different results depending on their profile, location, language, device or expected interests. This means that information is not only filtered, but also personalized. And while personalized knowledge is convenient, it comes at a price: you no longer see the web, but a section of it.<\/p>\n<p>Another point is subtle but very effective: <strong>Summaries<\/strong> instead of sources. More and more often, you no longer get the original text, but an abridged version, a snippet, an AI overview, an \u201eanswer\u201c. That saves time, of course. But it changes the way we deal with information. Because if you only consume summaries, you forget to check sources, compare contexts and categorize things independently. This turns information into a pre-filtered product.<\/p>\n<p>And then there is another very practical, less spectacular reason: a lot of content simply disappears. Websites are shut down, forums die, blogs are no longer maintained, links come to nothing. This doesn't happen out of malice, but because projects end, servers are terminated, people give up their hobby or platforms change their policies. The web is not automatically an archive. It is more of a flow. If you don't actively archive, you lose.<\/p>\n<p>All of these developments lead to a result that can be felt in everyday life: information is not gone - but it is no longer free as a matter of course. You have to pay more, register more, be guided more or move more on platforms that have their own rules.<\/p>\n<p>This means we are already in the middle of the transition: away from open access - towards the question of who exercises control.<\/p>\n<h3>The transition from access to control<\/h3>\n<p>In the information society, the central question was:<\/p>\n<blockquote><p><em>How do I gain knowledge?<\/em><\/p><\/blockquote>\n<p>In the emerging knowledge society, the question is increasingly being asked:<\/p>\n<blockquote><p><em>Who decides whether I can get here?<\/em><\/p><\/blockquote>\n<p>This is a fundamental change. And it's not happening as a big bang, but as a gradual shift in responsibilities. In the past, the user was often the one who organized access. If you published something, you put it on your website. Anyone who wanted to read something called up the page. Search engines were intermediaries, but the content was decentralized. Access was essentially technical: URL, browser, Internet connection - done. Today, access is increasingly becoming a question of rules. It's not just about technology, but also about rights, guidelines, accounts, restrictions and conditions. Access is managed. And those who manage, control.<\/p>\n<p>It starts with simple things: A platform operator can throttle reach. An algorithm can push topics out of the field of vision. An account can be blocked. Content can be \u201e<strong>downgraded<\/strong>\u201c. A post can still exist, but become practically invisible. This is not a classic deletion, but it is a form of control over visibility.<\/p>\n<p>Then comes the next step: <strong>Centralization<\/strong> of the infrastructure. If data and applications are no longer stored locally, but in external data centers, the power over this data is also shifted. Whoever operates the infrastructure can set the conditions. Whoever sets the conditions defines the limits.<\/p>\n<p>And this is where it gets exciting: many users believe they have control because they have uploaded \u201etheir data\u201c somewhere. But ownership is not the same as use. If your data is stored in a system that you do not control, then you essentially only have a right of use - and often not even that in full. You can use it as long as you accept the rules. And these rules can change.<\/p>\n<p>Companies are also increasingly experiencing this. In the past, it was normal for a company to <strong>itself<\/strong> operation: servers in the basement or in the data center, clear responsibilities, physical access. Today, many processes are <strong>outsourced<\/strong>CRM, accounting, documents, communication, databases. That looks modern. But it also means that the company is more dependent on contracts, platforms and external framework conditions. A system failure, a price change, a regulatory problem or a conflict with the provider can suddenly become existential.<\/p>\n<p>And this brings us to a key point that is often underestimated: Control is not only technical, but also political and economic. Whoever operates a platform can decide what content is permitted. Whoever operates a data center can determine which countries are granted access, which authorities can make requests and which data is processed and how. Whoever collects the data can use it to create profiles, automate decisions, control advertising or influence markets. The shift from access to control is therefore not only reflected in the question of whether something is online. It can be seen in the power relations behind it.<\/p>\n<p>And here we come full circle to my original observation from the first part: many people believe that reach is ownership. In reality, reach on platforms is merely a result that can be changed at any time. Whoever controls the platform controls the reach. Whoever controls the infrastructure controls the data. And whoever controls the data controls the knowledge that arises from it in the long term.<\/p>\n<p>The information society has accustomed us to the feeling that access is a given. The knowledge society reminds us that access always depends on ownership and control - even if we tend to forget this in everyday life. This prepares the ground for the next chapter: What exactly distinguishes information from knowledge - and why is data sovereignty becoming the new power issue?<\/p>\n<hr \/>\n<h3>Current survey on digitalization in everyday life<\/h3>\n<div class='bootstrap-yop yop-poll-mc'>\n\t\t\t\t\t\t\t<div class=\"basic-yop-poll-container\" style=\"background-color:#ffffff; border:0px; border-style:solid; border-color:#000000; border-radius:5px; padding:0px 5px;\" data-id=\"2\" data-temp=\"basic-pretty\" data-skin=\"square\" data-cscheme=\"blue\" data-cap=\"0\" data-access=\"guest\" data-tid=\"\" data-uid=\"7feb8ca51116c8d9ec3db9288949e43e\" data-pid=\"3747\" data-resdet=\"votes-number,percentages\" data-show-results-to=\"guest\" data-show-results-moment=\"after-vote\" data-show-results-only=\"false\" data-show-message=\"true\" data-show-results-as=\"bar\" data-sort-results-by=\"as-defined\" data-sort-results-rule=\"asc\"data-is-ended=\"0\" data-percentages-decimals=\"2\" data-gdpr=\"no\" data-gdpr-sol=\"consent\" data-css=\"\" data-counter=\"0\" data-load-with=\"1\" data-notification-section=\"top\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"basic-inner\"><div class=\"basic-message hide\" style=\"border-left: 10px solid #008000; padding: 0px 10px;\" data-error=\"#ff0000\" data-success=\"#008000\"><p class=\"basic-message-text\" style=\"color:#000000; font-size:14px; font-weight:normal;\"><\/p><\/div><div class=\"basic-overlay hide\"><div class=\"basic-vote-options\"><\/div><div class=\"basic-preloader\"><div class=\"basic-windows8\"><div class=\"basic-wBall basic-wBall_1\"><div class=\"basic-wInnerBall\"><\/div><\/div><div class=\"basic-wBall basic-wBall_2\"><div class=\"basic-wInnerBall\"><\/div><\/div><div class=\"basic-wBall basic-wBall_3\"><div class=\"basic-wInnerBall\"><\/div><\/div><div class=\"basic-wBall basic-wBall_4\"><div class=\"basic-wInnerBall\"><\/div><\/div><div class=\"basic-wBall basic-wBall_5\"><div class=\"basic-wInnerBall\"><\/div><\/div><\/div><\/div><\/div><form class=\"basic-form\" action=\"\"><input type=\"hidden\" name=\"_token\" value=\"7c89b61db6\" autocomplete=\"off\"><div class=\"basic-elements\"><div class=\"basic-element basic-question basic-question-text-vertical\" data-id=\"2\" data-uid=\"be2aae0f502df0e7280a92fb01d0f3b2\" data-type=\"question\" data-question-type=\"text\" data-required=\"yes\" data-allow-multiple=\"no\" data-min=\"1\" data-max=\"1\" data-display=\"vertical\" data-colnum=\"\" data-display-others=\"no\" data-others-color=\"\" data-others=\"\" data-others-max-chars=\"0\"><div class=\"basic-question-title\"><h5 style=\"color:#000000; font-size:16px; font-weight:normal; text-align:left;\">How do you rate the influence of digitalization on your everyday life?<\/h5><\/div><ul class=\"basic-answers\"><li class=\"basic-answer\" style=\"padding:0px 0px;\" data-id=\"5\" data-type=\"text\" data-vn=\"15\" data-color=\"#000000\" data-make-link=\"no\" data-link=\"\"><div class=\"basic-answer-content basic-text-vertical\"><label for=\"answer[5]\" class=\"basic-answer-label\"><input type=\"radio\" id=\"answer[5]\" name=\"answer[2]\" value=\"5\"><span class=\"basic-text\" style=\"color: #000000; font-size: 14px; font-weight: normal;\">Very positive - I benefit from it every day<\/span><\/label><\/div><\/li><li class=\"basic-answer\" style=\"padding:0px 0px;\" data-id=\"6\" data-type=\"text\" data-vn=\"13\" data-color=\"#000000\" data-make-link=\"no\" data-link=\"\"><div class=\"basic-answer-content basic-text-vertical\"><label for=\"answer[6]\" class=\"basic-answer-label\"><input type=\"radio\" id=\"answer[6]\" name=\"answer[2]\" value=\"6\"><span class=\"basic-text\" style=\"color: #000000; font-size: 14px; font-weight: normal;\">Rather positive - some things have become easier<\/span><\/label><\/div><\/li><li class=\"basic-answer\" style=\"padding:0px 0px;\" data-id=\"7\" data-type=\"text\" data-vn=\"29\" data-color=\"#000000\" data-make-link=\"no\" data-link=\"\"><div class=\"basic-answer-content basic-text-vertical\"><label for=\"answer[7]\" class=\"basic-answer-label\"><input type=\"radio\" id=\"answer[7]\" name=\"answer[2]\" value=\"7\"><span class=\"basic-text\" style=\"color: #000000; font-size: 14px; font-weight: normal;\">Mixed - It brings advantages, but also loss of control<\/span><\/label><\/div><\/li><li class=\"basic-answer\" style=\"padding:0px 0px;\" data-id=\"8\" data-type=\"text\" data-vn=\"5\" data-color=\"#000000\" data-make-link=\"no\" data-link=\"\"><div class=\"basic-answer-content basic-text-vertical\"><label for=\"answer[8]\" class=\"basic-answer-label\"><input type=\"radio\" id=\"answer[8]\" name=\"answer[2]\" value=\"8\"><span class=\"basic-text\" style=\"color: #000000; font-size: 14px; font-weight: normal;\">Rather negative - I often feel overwhelmed or observed<\/span><\/label><\/div><\/li><li class=\"basic-answer\" style=\"padding:0px 0px;\" data-id=\"9\" data-type=\"text\" data-vn=\"9\" data-color=\"#000000\" data-make-link=\"no\" data-link=\"\"><div class=\"basic-answer-content basic-text-vertical\"><label for=\"answer[9]\" class=\"basic-answer-label\"><input type=\"radio\" id=\"answer[9]\" name=\"answer[2]\" value=\"9\"><span class=\"basic-text\" style=\"color: #000000; font-size: 14px; font-weight: normal;\">Very negative - I largely reject digital systems<\/span><\/label><\/div><\/li><\/ul><\/div><div class=\"clearfix\"><\/div><\/div><div class=\"basic-vote\"><a href=\"#\" class=\"button basic-vote-button\" role=\"button\" style=\"background:#027bb8; border:0px; border-style: solid; border-color:#000000; border-radius:5px; padding:10px 10px; color:#ffffff; font-size:14px; font-weight:normal;\">Vote<\/a><\/div><input type=\"hidden\" name=\"trp-form-language\" value=\"en\"\/><\/form><\/div><\/div><\/div><\/div>\n\t\t\t\t\t\t<\/div>\n<hr \/>\n<h2>Knowledge society - when possession becomes more important than reach<\/h2>\n<p>In the information society, it was often enough to find something. If you could search quickly, you had an advantage. If you knew the right sources, you had a head start. But now that information is no longer freely available as a matter of course and is also constantly being filtered, summarized or included in platforms, the game is changing.<\/p>\n<p>Then it is no longer enough to have access somewhere. What counts is whether you can turn the flood of information into knowledge. The difference can be explained very simply: Information is raw material. It can be correct or incorrect, important or unimportant, complete or fragmented. Information is initially just a piece of content. Knowledge is created when information is put into context:<\/p>\n<ul>\n<li>through experience<\/li>\n<li>through classification<\/li>\n<li>by comparison<\/li>\n<li>through repetition<\/li>\n<li>through structure<\/li>\n<\/ul>\n<p>Those who possess knowledge do not just have individual facts. They have an inner model of the world, a kind of mental map. And it is precisely this map that is more important in the next phase than the question of who is the loudest or has the most clicks.<\/p>\n<p>Because reach can generate attention. But attention is fleeting. Knowledge, on the other hand, is sustainable. You can see this very clearly when you look at how people consume content today. Many jump from headline to headline, from clip to clip, from \u201ehot take\u201c to \u201ehot take\u201c. This creates a feeling of being informed. But it's often just a feeling. There is a lack of consolidation, order and consistency. The knowledge society does not reward those who are seen the most, but those who best understand what they are seeing.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4003 size-large\" src=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/reichweite-wissensgesellschaft.jpg\" alt=\"Knowledge society - closed library\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/reichweite-wissensgesellschaft.jpg 1024w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/reichweite-wissensgesellschaft-300x200.jpg 300w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/reichweite-wissensgesellschaft-768x512.jpg 768w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/reichweite-wissensgesellschaft-18x12.jpg 18w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h3>Why data sovereignty is becoming the new question of power<\/h3>\n<p>In the knowledge society, the focus shifts once again. What counts here is not only who can build up knowledge, but also who controls the raw materials for it: Data. This is because knowledge is increasingly being created not only in the minds of individual people, but also in systems. In databases, in analysis tools, in AI models, in evaluation pipelines. And an old, almost commercial rule applies to all of this: whoever owns the raw materials determines the market. Data is the raw material from which systems can derive forecasts, automate decisions and control behavior. Whoever has data sovereignty can:<\/p>\n<ul>\n<li>Recognize patterns<\/li>\n<li>Optimize processes<\/li>\n<li>Assessing risks<\/li>\n<li>Read markets<\/li>\n<li>Addressing target groups precisely<\/li>\n<li>Making decisions faster than others<\/li>\n<\/ul>\n<p>And anyone who does not have data sovereignty becomes a user, not an owner. They consume knowledge that others gain from their data. This is not automatically malicious. It is simply a power imbalance that arises from ownership. Data sovereignty does not just mean \u201eI have a copy somewhere\u201c. Data sovereignty means:<\/p>\n<ul>\n<li>I decide, <strong>where<\/strong> the data is located.<\/li>\n<li>I decide, <strong>who<\/strong> can access it.<\/li>\n<li>I decide, <strong>like<\/strong> long they are stored.<\/li>\n<li>I decide, <strong>for what<\/strong> they are used.<\/li>\n<li>I can export, save, archive and migrate them.<\/li>\n<\/ul>\n<p>The moment these decisions are made by an external provider, the sovereignty is gone. Then - again - you only have a right of use.<\/p>\n<p>And this is precisely why the knowledge society is so closely linked to the issue of ownership. Not in an emotional sense, but in a structural sense. Anyone who owns data and infrastructure has the prerequisites to build up and preserve knowledge independently. This applies to companies as well as individuals. On a small scale, this means having your own content, your own archives, your own systems. On a large scale, it means: digital sovereignty, legal clarity, control over central infrastructures.<\/p>\n<p>And this brings us very close to the topic of reach. Because reach without data sovereignty is ultimately just a measured value in a third-party system.<\/p>\n<div style=\"overflow-x: auto; -webkit-overflow-scrolling: touch; width: 100%;\">\n<table style=\"border-collapse: collapse; width: 100%;\">\n<thead>\n<tr style=\"background: #f2f2f2;\">\n<th style=\"text-align: left; padding: 10px; border: 1px solid #ddd; width: 28%;\">Aspect<\/th>\n<th style=\"text-align: left; padding: 10px; border: 1px solid #ddd; width: 36%;\">Information society<\/th>\n<th style=\"text-align: left; padding: 10px; border: 1px solid #ddd; width: 36%;\">Knowledge society<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td style=\"padding: 10px; border: 1px solid #ddd;\"><strong>Key question<\/strong><\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">How can I find information as quickly as possible?<\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Who controls the data, context and utilization of knowledge?<\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 10px; border: 1px solid #ddd;\"><strong>Power factor<\/strong><\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Access (searchability, open sources, decentralized websites).<\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Ownership &amp; data sovereignty (infrastructure, rules, models, evaluation).<\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 10px; border: 1px solid #ddd;\"><strong>Availability<\/strong><\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Lots of content free and easy to find.<\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">More paywalls, platform silos, pre-filtering, summaries.<\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 10px; border: 1px solid #ddd;\"><strong>Role of platforms<\/strong><\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">In addition: many independent sites, forums and blogs.<\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Central: Platforms control visibility, rules and data flows.<\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 10px; border: 1px solid #ddd;\"><strong>Visibility<\/strong><\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Relatively comprehensible via links and search results.<\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Algorithmically distributed, personalized, more rule-based.<\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 10px; border: 1px solid #ddd;\"><strong>Quality problem<\/strong><\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Information overload: a lot is available, but not everything is relevant.<\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Knowledge gap: Summaries replace sources, context becomes rarer.<\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 10px; border: 1px solid #ddd;\"><strong>Central skill<\/strong><\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Search, filter, find sources, compare.<\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Structuring, evaluating, archiving, building up and securing knowledge.<\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 10px; border: 1px solid #ddd;\"><strong>Economy<\/strong><\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Content often free of charge, financing via advertising\/traffic.<\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">More payment systems, data utilization, platform ecosystems, subscriptions.<\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 10px; border: 1px solid #ddd;\"><strong>Risks<\/strong><\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Misinformation, excessive demands due to quantity.<\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Dependency, loss of control, invisible filters, legal spaces.<\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 10px; border: 1px solid #ddd;\"><strong>Strategic consistency<\/strong><\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Achieve reach, be findable, become visible.<\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Creating your own knowledge spaces: Ownership, data sovereignty, local alternatives.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h2>\u201eOwn\u201c reach - the big misunderstanding<\/h2>\n<p>Reach is seductive. It is visible, measurable and fast. You can see the numbers: Views, likes, comments, shares, followers. And every person who publishes something instinctively senses that if many people react, that means it is relevant. That's not wrong either. Reach is a real signal. But it is not a possession. And this is where the misunderstanding begins.<\/p>\n<p>Reach often feels like you've built something. You have \u201ea community\u201c, you have \u201ean audience\u201c, you have \u201einfluence\u201c. And to a certain extent this is true - but only on one condition:<\/p>\n<p><em><strong>As long as the platform allows it.<\/strong><\/em><\/p>\n<p>This condition is often ignored because it is inconvenient. Those who have reach want to believe that it belongs to them. That it is the result of their work. That it remains permanently available. But in most cases, reach is just the current output of an algorithm. It is not the audience itself. It is the momentary visibility that is assigned to you.<\/p>\n<p>It's like saying: <em>\u201eI own this shopping center because I have a store there and a lot of people walk by.\u201c<\/em><br \/>\nIn reality, you don't own the shopping center. You just have a retail space - and the operator decides how well located it is, how high the rent will be and whether the store can still open tomorrow.<\/p>\n<h3>Who really owns reach<\/h3>\n<p>To put it harshly but objectively, the same principle applies to almost all platforms. The platform owns:<\/p>\n<ul>\n<li>the infrastructure<\/li>\n<li>the user relationships<\/li>\n<li>the data<\/li>\n<li>the rules<\/li>\n<li>the visibility<\/li>\n<\/ul>\n<p>The Creator owns:<\/p>\n<ul>\n<li>Contents (partial)<\/li>\n<li>Attention (at the moment)<\/li>\n<\/ul>\n<p>and often not even the possibility of direct contact with his audience. That is the core. You can have a million subscribers on YouTube - but you can't just write to them if you want to. You can have hundreds of thousands of followers on Instagram - but if your account is restricted or blocked, they're gone. You can have reach on platform X - but if the algorithm changes, it drops without you having done anything wrong.<\/p>\n<p>This means that reach is not property, but a kind of loan. And loans can be withdrawn. This becomes even clearer when you look at the economic side. Platforms live from pulling third-party content into their own systems. They create an environment in which users spend time. The more time, the more advertising, the more data, the more revenue. Content is the fuel.<\/p>\n<p>This does not mean that platforms are \u201ethe bad guys\u201c. You can use platforms, and you should even use them if it fits strategically. But you should use them like a publisher would have used a newsstand in the past: as a distributor, not as property. Because if you confuse reach with ownership, you are building your house on someone else's land. And then you shouldn't be surprised if the landlord changes the terms one day.<\/p>\n<p>The knowledge society exacerbates this problem even further. Because if knowledge is created from data and data sovereignty is power, then outreach without ownership is basically a public stage on which one speaks - while others control the microphones, the camera, the editing and the archive in the background. And this is precisely why a stable strategy always requires a foundation of ownership:<\/p>\n<ul>\n<li>own website<\/li>\n<li>own domain<\/li>\n<li>Own content archive value<\/li>\n<li>Own newsletter or mailing list if required<\/li>\n<li>Own data storage<\/li>\n<li>Own structure<\/li>\n<\/ul>\n<p>Reach can then come - and it can also grow up. But it remains a tool, not a home.<\/p>\n<h2>Ownership - the unspectacular foundation<\/h2>\n<p>Ownership has an image problem. It is seen as old-fashioned, slow and cumbersome. In a world where everything is supposed to be flexible, scalable and \u201eon demand\u201c, ownership seems like a relic from another era. And yet it is precisely this relic that is regaining importance in the knowledge society. Because ownership does not mean stagnation. Ownership means power of disposal. In the digital space, this means in very concrete terms:<\/p>\n<ul>\n<li>one <strong>own website<\/strong>, that nobody can switch off<\/li>\n<li>one <strong>own domain<\/strong>, that does not depend on a platform<\/li>\n<li><strong>own contents<\/strong>, that are not algorithmically hidden<\/li>\n<li><strong>own data<\/strong>, which can be exported, saved and archived<\/li>\n<\/ul>\n<p>It all sounds unspectacular. And that's exactly where the strength lies. Property doesn't have to shine. It has to last. That used to be a matter of course. A publishing house owned its printing presses, its archives, its rights. A company owned its files, its customer data, its systems. If you had property, you could plan, make decisions and survive crises. Today, this logic is often reversed: people use other people's systems because they are convenient and hope that everything goes well. This usually works for a while. But hope is not a strategy.<\/p>\n<h3>Why property is becoming attractive again<\/h3>\n<p>The more control, filtering and dependencies increase, the more attractive what you control yourself becomes. Not for ideological reasons, but for practical ones. Ownership offers three decisive advantages:<\/p>\n<ol>\n<li><strong>Consistency.<\/strong> An own article does not disappear just because an algorithm changes. Your own page does not lose its raison d'\u00eatre overnight.<\/li>\n<li><strong>Context.<\/strong> Your own content is not isolated, but rather in a context. They refer to each other, build on each other and grow into an archive over time. This is exactly where knowledge comes from.<\/li>\n<li><strong>Sovereignty.<\/strong> If you have property, you can use reach without being dependent on it. Platforms become tools, not lifelines.<\/li>\n<\/ol>\n<p>You can see this difference very clearly in people and organizations that think long-term. They do not primarily invest in visibility, but in structure. Visibility then emerges - sometimes faster, sometimes slower - but it is not existential. In this sense, ownership is not a counter-model to modernity, but a prerequisite for not losing control in it.<\/p>\n<div style=\"overflow-x: auto; -webkit-overflow-scrolling: touch; width: 100%;\">\n<table style=\"border-collapse: collapse; width: 100%;\">\n<thead>\n<tr style=\"background: #f2f2f2;\">\n<th style=\"text-align: left; padding: 10px; border: 1px solid #ddd; width: 28%;\">Criterion<\/th>\n<th style=\"text-align: left; padding: 10px; border: 1px solid #ddd; width: 36%;\">Ownership (own structures)<\/th>\n<th style=\"text-align: left; padding: 10px; border: 1px solid #ddd; width: 36%;\">Reach (platform structures)<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td style=\"padding: 10px; border: 1px solid #ddd;\"><strong>Control<\/strong><\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">You determine the rules, presentation, access and availability.<\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">The platform determines rules, visibility and reach distribution.<\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 10px; border: 1px solid #ddd;\"><strong>Consistency<\/strong><\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Content remains findable as long as you maintain and host it.<\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Visibility can fluctuate; accounts, formats and rules change.<\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 10px; border: 1px solid #ddd;\"><strong>Dependence<\/strong><\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Low: You can change providers, migrate and archive content.<\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">High: You are dependent on algorithm, platform policy and access.<\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 10px; border: 1px solid #ddd;\"><strong>Data sovereignty<\/strong><\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">You have data, logs, user relationships and can export.<\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">User data and contacts are primarily held by the platform.<\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 10px; border: 1px solid #ddd;\"><strong>Contact with the public<\/strong><\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Direct (e.g. newsletter, own accounts, own community tools).<\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Indirectly (followers formally belong to the platform, not to you).<\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 10px; border: 1px solid #ddd;\"><strong>Monetization<\/strong><\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">You decide on models: book, course, consultation, subscription, sponsoring.<\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Platform sets framework: Advertising shares, rules, blocks, limits.<\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 10px; border: 1px solid #ddd;\"><strong>Risk<\/strong><\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Technical\/organizational (hosting, maintenance, security) - but controllable.<\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Control and visibility risk - often sudden and difficult to influence.<\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 10px; border: 1px solid #ddd;\"><strong>Long-term value<\/strong><\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">High: Content forms an archive that grows and sustains over the years.<\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Fluctuating: Range depends on the moment and is not automatically archivable.<\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 10px; border: 1px solid #ddd;\"><strong>SEO &amp; findability<\/strong><\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Easy to control: internal linking, structure, multilingualism, schema.<\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Limited: Searchability depends on the platform and its indexing.<\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 10px; border: 1px solid #ddd;\"><strong>Strategic role<\/strong><\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Foundation: Your own knowledge space and your own brand.<\/td>\n<td style=\"padding: 10px; border: 1px solid #ddd;\">Distributor: Generate attention and lead back to your property.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h2>From a rented audience to your own magazine<\/h2>\n<p>If range is not property, the next question inevitably arises:<\/p>\n<blockquote><p>How can digital property be created at all?<\/p><\/blockquote>\n<p>One of the most stable answers to this is to have your own online magazine. Not as a marketing gimmick, but as a structured platform around your own core topic. Content that is created there remains findable, networks with each other and has an impact for years - regardless of whether ads are currently being placed or not.<\/p>\n<p>A magazine like this belongs to you. It is not a channel that an algorithm can throttle at any time, but an infrastructure of its own. Every published article, every thought, every classification pays directly into this digital property.<\/p>\n<h3>Digital substance instead of short-term campaigns<\/h3>\n<p>Having your own magazine does not replace advertising - it changes the perspective. Instead of renting attention, it creates substance. Instead of short-term peaks in reach, long-term visibility grows. Especially in combination with multilingualism, internal linking and automated content streams, the impact of each individual article can be multiplied.<\/p>\n<p>The key difference is that the effort is not invested in something ephemeral, but in a structure that lasts. If you start today, you build a digital foundation step by step that will last tomorrow.<\/p>\n<h3>Your own magazine as a strategic starting point<\/h3>\n<p><a href=\"https:\/\/www.markus-schall.de\/en\/your-international-magazine\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-3823 size-medium\" src=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/magazin-gastbeitraege-300x200.jpg\" alt=\"Magazine as property\" width=\"300\" height=\"200\" srcset=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/magazin-gastbeitraege-300x200.jpg 300w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/magazin-gastbeitraege-768x512.jpg 768w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/magazin-gastbeitraege-18x12.jpg 18w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/magazin-gastbeitraege.jpg 1024w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>If you no longer want to be solely dependent on external reach, but want to build your own digital property, your own magazine may be the right next step. Not as an additional project, but as a long-term starting point for visibility, ranking and trust. If you are interested in setting up your own magazine and developing digital ownership step by step, I also offer a suitable magazine system. It is aimed at companies and self-employed people who not only want to publish content, but also structure it for the long term and make it visible independently of platforms.<\/p>\n<p>An overview of the structure, technical basis and possible application scenarios can be found here: <a href=\"https:\/\/www.markus-schall.de\/en\/your-international-magazine\/\"><strong>Your own magazine<\/strong><\/a><\/p>\n<h2>Classify range correctly - tool instead of target<\/h2>\n<p>Reach is not a bad thing. On the contrary: it can be very valuable. But it only unfolds its value if it is classified correctly. In a stable strategy, reach is reach:<\/p>\n<ul>\n<li>a whistleblower<\/li>\n<li>an amplifier<\/li>\n<li>an inflow<\/li>\n<\/ul>\n<p>It shows which topics generate resonance. It brings people to content that they would otherwise not have found. It can initiate discussions and trigger thought processes. But reach must not be the foundation. It is the wind in the sails, not the hull of the ship. If you only build on reach, you will drift - sometimes quickly, but without direction. Used sensibly, reach always leads back to ownership:<\/p>\n<ul>\n<li>From the platform to your own website<\/li>\n<li>From a short impulse to a longer text<\/li>\n<li>from moment to substance<\/li>\n<\/ul>\n<p>This is how reach has always been used. In the past, it was newspaper articles, interviews or television appearances that referred to books, lectures or companies. Today it is platforms, feeds and search engines. The logic is identical.<\/p>\n<h3>Back to the examples<\/h3>\n<p>If you look at the examples mentioned at the beginning, the difference becomes very clear. With personalities such as Dieter Bohlen or Professor Rieck, you can see how powerful reach can be - but also how fleeting it is if it is not embedded in a permanent foundation of its own. Reach generates attention, but it does not automatically explain connections.<\/p>\n<p>This is exactly where the space for classification, for depth, for texts that last longer than a performance or a video is created. The view of the <a href=\"https:\/\/www.markus-schall.de\/en\/2025\/11\/cloud-act-data-sovereignty-and-switzerland-a-turning-point-for-european-it-strategies\/\"><strong>Cloud Act<\/strong><\/a> and the issue of data sovereignty shows the structural side of this problem. Those who hand over data and infrastructure relinquish control - often without realizing it immediately. Reach does not help here. Ownership of systems, data and decision-making channels is crucial.<\/p>\n<p>And finally the <a href=\"https:\/\/www.markus-schall.de\/en\/2025\/12\/cloud-ki-as-a-top-teacher-why-the-future-of-work-lies-with-local-ki\/\"><strong>local AI<\/strong><\/a>It is a very tangible example of what ownership and sovereignty can look like in practice. Anyone who operates models locally, who does not necessarily transfer data to external clouds, who understands tools instead of just consuming them, builds up knowledge - not just user competence. All of these examples follow the same pattern:<\/p>\n<ul>\n<li>Reach can create attention.<\/li>\n<li>Ownership creates substance.<\/li>\n<li>Knowledge is created where substance is cultivated over time.<\/li>\n<\/ul>\n<h3>From content to substance: the next step after reach<\/h3>\n<p><a href=\"https:\/\/www.markus-schall.de\/en\/2026\/04\/from-content-to-substance-how-digital-systems-are-created-that-cannot-be-copied\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-medium wp-image-5904\" src=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/Organische-Reichweite-300x200.jpg\" alt=\"System instead of individual content\" width=\"300\" height=\"200\" srcset=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/Organische-Reichweite-300x200.jpg 300w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/Organische-Reichweite-768x512.jpg 768w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/Organische-Reichweite-18x12.jpg 18w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/Organische-Reichweite.jpg 1024w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>The idea that reach alone is not ownership forms the basis of this article. But this raises a further question: what actually happens afterwards? How does visibility become a system that remains? This is precisely the question addressed in the article <a href=\"https:\/\/www.markus-schall.de\/en\/2026\/04\/from-content-to-substance-how-digital-systems-are-created-that-cannot-be-copied\/\"><em><strong>From content to substance: how digital systems are created that cannot be copied<\/strong><\/em><\/a>, who consistently thinks the next step through to the end. It shows why content only becomes real digital capital through structure, linking and continuous development - and why organically grown systems cannot be copied in the long term. While this text highlights the difference between reach and ownership, the new article goes one step further: it describes how this ownership can be built up in concrete terms and why it is not speed but continuity that is decisive. So if you don't just want to be visible, but want to create something that grows over the years, you will find the practical continuation of this idea there.<\/p>\n<h3>Sustainable control instead of rented visibility<\/h3>\n<p><a href=\"https:\/\/www.markus-schall.de\/en\/erp-software\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-3182 size-medium\" src=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/ERP-Software-300x200.jpg\" alt=\"ERP software\" width=\"300\" height=\"200\" srcset=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/ERP-Software-300x200.jpg 300w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/ERP-Software-768x512.jpg 768w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/ERP-Software-18x12.jpg 18w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/ERP-Software.jpg 1024w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>Those who rely solely on reach are often building their foundations on unfamiliar ground. Visibility via platforms, advertisements or social networks can work in the short term - but it remains dependent, fleeting and, above all, cost-intensive. Every contact, every inquiry and every process starts all over again. This not only creates financial dependency, but also structural stress in the company. A proven counter-approach is to consistently take control of your own processes and data. This is precisely where a central solution such as gFM Business ERP comes in: Instead of isolated tools and external platforms, it creates a <a href=\"https:\/\/www.markus-schall.de\/en\/erp-software\/\"><strong>Local interconnected ERP system<\/strong><\/a>, that permanently maps customer relationships, offers and processes. This turns short-term reach into long-term value that remains within the company. The result is more independence, clearer processes and a solid foundation on which growth does not have to be bought anew each time.<\/p>\n<h3>The silent shift in standards<\/h3>\n<p>We are not at the beginning of a loud revolution, but in the middle of a quiet shift. The information society, in which access was everything, is giving way to a knowledge society in which ownership, structure and data sovereignty count again.<\/p>\n<p>Those who understand this difference will not reject reach - but they will no longer confuse them. And those who build up ownership will not be rewarded immediately, but will be independent in the long term. The question is therefore not whether you have reach.<\/p>\n<p>The question is where it will lead - and what will remain if it becomes less tomorrow.<\/p>\n<hr \/>\n\n\t\t\t<div class=\"display-post-types\">\n\n\t\t\t\t\t\t\t<style type=\"text\/css\">\n\t\t\t#dpt-wrapper-491 { --dpt-text-align: left;--dpt-image-crop: center;--dpt-border-radius: 5px;--dpt-h-gutter: 10px;--dpt-v-gutter: 9px; }\t\t\t<\/style>\n\t\t\t<style type=\"text\/css\">#dpt-wrapper-491 { --dpt-title-font-style:normal;--dpt-title-font-weight:600;--dpt-title-line-height:1.5;--dpt-title-text-decoration:none;--dpt-title-text-transform:none;--dpt-excerpt-font-style:normal;--dpt-excerpt-font-weight:400;--dpt-excerpt-line-height:1.5;--dpt-excerpt-text-decoration:none;--dpt-excerpt-text-transform:none;--dpt-meta1-font-style:normal;--dpt-meta1-font-weight:400;--dpt-meta1-line-height:1.9;--dpt-meta1-text-decoration:none;--dpt-meta1-text-transform:none;--dpt-meta2-font-style:normal;--dpt-meta2-font-weight:400;--dpt-meta2-line-height:1.9;--dpt-meta2-text-decoration:none;--dpt-meta2-text-transform:none; }<\/style><div class=\"dpt-main-header\">\n\t\t\t\t\t\t<div class=\"dpt-main-title\">\n\t\t\t\t\t\t\t<span class=\"dpt-main-title-text\">Current articles on art &amp; culture<\/span>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t<\/div>\t\t\t\n\t\t\t\t<div id=\"dpt-wrapper-491\" class=\"dpt-wrapper dpt-mag1 land1 dpt-cropped dpt-flex-wrap\" >\n\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"dpt-entry has-thumbnail\" data-title=\"gr\u00f6nland, trump und die frage der zugeh\u00f6rigkeit: geschichte, recht und realit\u00e4t\" data-id=\"4325\"  data-category=\"allgemein gesellschaft kunst &amp; kultur\" data-post_tag=\"europa geopolitik krisen meinungsfreiheit sicherheitspolitik spieltheorie\">\n\t\t\t\t\t\t\t<div class=\"dpt-entry-wrapper\"><div class=\"dpt-featured-content\"><div class=\"dpt-permalink\"><a href=\"https:\/\/www.markus-schall.de\/en\/2026\/01\/groenland-trump-and-the-question-of-belonging-history-law-and-reality\/\" class=\"dpt-permalink\"><span class=\"screen-reader-text\">Greenland, Trump and the question of belonging: history, law and reality<\/span><\/a><\/div><div class=\"dpt-thumbnail\"><div class=\"dpt-thumbnail-inner\"><img width=\"1024\" height=\"683\" class=\"attachment-full size-full\" alt=\"Greenland in the crosshairs: USA and Trump\" context=\"dpt\" data-dpt-src=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/Groenland-USA-Trump-Titel.jpg\" data-dpt-sizes=\"(max-width: 1024px) 100vw, 1024px\" data-dpt-srcset=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/Groenland-USA-Trump-Titel.jpg 1024w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/Groenland-USA-Trump-Titel-300x200.jpg 300w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/Groenland-USA-Trump-Titel-768x512.jpg 768w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/Groenland-USA-Trump-Titel-18x12.jpg 18w\" \/><\/div><span class=\"dpt-thumbnail-aspect-ratio\" style=\"padding-top: 75%\"><\/span><\/div><\/div><div class=\"sub-entry\"><h3 class=\"dpt-title\"><a class=\"dpt-title-link\" href=\"https:\/\/www.markus-schall.de\/en\/2026\/01\/groenland-trump-and-the-question-of-belonging-history-law-and-reality\/\" rel=\"bookmark\">Greenland, Trump and the question of belonging: history, law and reality<\/a><\/h3><\/div><\/div>\n\t\t\t\t\t\t<\/div><!-- .dpt-entry -->\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"dpt-entry has-thumbnail\" data-title=\"ulrike gu\u00e9rot: eine europ\u00e4erin zwischen idee, universit\u00e4t und \u00f6ffentlichem diskurs\" data-id=\"4039\"  data-category=\"allgemein gesellschaft kunst &amp; kultur\" data-post_tag=\"denkmodelle deutschland europa geopolitik krisen meinungsfreiheit portrait sicherheitspolitik spieltheorie\">\n\t\t\t\t\t\t\t<div class=\"dpt-entry-wrapper\"><div class=\"dpt-featured-content\"><div class=\"dpt-permalink\"><a href=\"https:\/\/www.markus-schall.de\/en\/2025\/12\/ulrike-guerot-a-european-between-the-idea-of-university-and-public-discourse\/\" class=\"dpt-permalink\"><span class=\"screen-reader-text\">Ulrike Gu\u00e9rot: A European between idea, university and public discourse<\/span><\/a><\/div><div class=\"dpt-thumbnail\"><div class=\"dpt-thumbnail-inner\"><img width=\"1024\" height=\"683\" class=\"attachment-full size-full\" alt=\"Ulrike Gu\u00e9rot and Europe\" context=\"dpt\" data-dpt-src=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/ulrike-guerot-portrait.jpg\" data-dpt-sizes=\"(max-width: 1024px) 100vw, 1024px\" data-dpt-srcset=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/ulrike-guerot-portrait.jpg 1024w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/ulrike-guerot-portrait-300x200.jpg 300w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/ulrike-guerot-portrait-768x512.jpg 768w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/ulrike-guerot-portrait-18x12.jpg 18w\" \/><\/div><span class=\"dpt-thumbnail-aspect-ratio\" style=\"padding-top: 75%\"><\/span><\/div><\/div><div class=\"sub-entry\"><h3 class=\"dpt-title\"><a class=\"dpt-title-link\" href=\"https:\/\/www.markus-schall.de\/en\/2025\/12\/ulrike-guerot-a-european-between-the-idea-of-university-and-public-discourse\/\" rel=\"bookmark\">Ulrike Gu\u00e9rot: A European between idea, university and public discourse<\/a><\/h3><\/div><\/div>\n\t\t\t\t\t\t<\/div><!-- .dpt-entry -->\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"dpt-entry has-thumbnail\" data-title=\"die krimtataren &#8211; geschichte, herkunft und gegenwart eines vergessenen volkes\" data-id=\"4154\"  data-category=\"allgemein gesellschaft kunst &amp; kultur\" data-post_tag=\"europa geopolitik krisen meinungsfreiheit\">\n\t\t\t\t\t\t\t<div class=\"dpt-entry-wrapper\"><div class=\"dpt-featured-content\"><div class=\"dpt-permalink\"><a href=\"https:\/\/www.markus-schall.de\/en\/2025\/12\/the-crimean-tatars-history-origin-and-present-of-a-forgotten-people\/\" class=\"dpt-permalink\"><span class=\"screen-reader-text\">The Crimean Tatars - history, origins and present of a forgotten people<\/span><\/a><\/div><div class=\"dpt-thumbnail\"><div class=\"dpt-thumbnail-inner\"><img width=\"1024\" height=\"683\" class=\"attachment-full size-full\" alt=\"Crimean-Tartar steppe\" context=\"dpt\" data-dpt-src=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/Krimtartaren-Steppe.jpg\" data-dpt-sizes=\"(max-width: 1024px) 100vw, 1024px\" data-dpt-srcset=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/Krimtartaren-Steppe.jpg 1024w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/Krimtartaren-Steppe-300x200.jpg 300w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/Krimtartaren-Steppe-768x512.jpg 768w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/Krimtartaren-Steppe-18x12.jpg 18w\" \/><\/div><span class=\"dpt-thumbnail-aspect-ratio\" style=\"padding-top: 75%\"><\/span><\/div><\/div><div class=\"sub-entry\"><h3 class=\"dpt-title\"><a class=\"dpt-title-link\" href=\"https:\/\/www.markus-schall.de\/en\/2025\/12\/the-crimean-tatars-history-origin-and-present-of-a-forgotten-people\/\" rel=\"bookmark\">The Crimean Tatars - history, origins and present of a forgotten people<\/a><\/h3><\/div><\/div>\n\t\t\t\t\t\t<\/div><!-- .dpt-entry -->\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"dpt-entry has-thumbnail\" data-title=\"dieter bohlen im klartext: warum deutschland an der eigenen b\u00fcrokratie scheitert\" data-id=\"3546\"  data-category=\"allgemein b\u00fccher gesellschaft kunst &amp; kultur\" data-post_tag=\"buch deutschland erfahrungen krisen meinungsfreiheit musik\">\n\t\t\t\t\t\t\t<div class=\"dpt-entry-wrapper\"><div class=\"dpt-featured-content\"><div class=\"dpt-permalink\"><a href=\"https:\/\/www.markus-schall.de\/en\/2025\/11\/dieter-bohlen-in-plain-language-why-germany-is-failing-because-of-its-own-bureaucracy\/\" class=\"dpt-permalink\"><span class=\"screen-reader-text\">Dieter Bohlen in plain language: Why Germany is failing because of its own bureaucracy<\/span><\/a><\/div><div class=\"dpt-thumbnail\"><div class=\"dpt-thumbnail-inner\"><img width=\"1536\" height=\"1024\" class=\"attachment-full size-full\" alt=\"Dieter Bohlen in conversation with Dominik Kettner\" context=\"dpt\" data-dpt-src=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/bohlen-kettner-germany.jpg\" data-dpt-sizes=\"(max-width: 1536px) 100vw, 1536px\" data-dpt-srcset=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/bohlen-kettner-germany.jpg 1536w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/bohlen-kettner-germany-300x200.jpg 300w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/bohlen-kettner-germany-1024x683.jpg 1024w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/bohlen-kettner-germany-768x512.jpg 768w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/bohlen-kettner-germany-18x12.jpg 18w\" \/><\/div><span class=\"dpt-thumbnail-aspect-ratio\" style=\"padding-top: 75%\"><\/span><\/div><\/div><div class=\"sub-entry\"><h3 class=\"dpt-title\"><a class=\"dpt-title-link\" href=\"https:\/\/www.markus-schall.de\/en\/2025\/11\/dieter-bohlen-in-plain-language-why-germany-is-failing-because-of-its-own-bureaucracy\/\" rel=\"bookmark\">Dieter Bohlen in plain language: Why Germany is failing because of its own bureaucracy<\/a><\/h3><\/div><\/div>\n\t\t\t\t\t\t<\/div><!-- .dpt-entry -->\n\t\t\t\t\t\t\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\n<hr \/>\n<h2>Frequently asked questions<\/h2>\n<ol>\n<li><strong>What is this article actually about?<\/strong><br \/>\nThe article describes a fundamental social change: the transition from the information society to the knowledge society. It shows why mere access to information used to be decisive, but why ownership, data sovereignty and structural control are becoming increasingly important today. It explains why reach is often overestimated and why it is no substitute for ownership.<\/li>\n<li><strong>What exactly is meant by \u201einformation society\u201c?<\/strong><br \/>\nThe information society refers to a phase in which information was largely freely accessible. Websites, search engines, forums and blogs made it relatively easy to find knowledge. Those who could search had advantages. Control played a subordinate role, access was the central factor.<\/li>\n<li><strong>Why is the information society described as a special historical case?<\/strong><br \/>\nBecause this openness was not a matter of course and is not permanent. It was created by technical developments, low regulation and a decentralized network structure. These conditions have gradually changed in recent years.<\/li>\n<li><strong>Why does the article say that information is becoming scarcer again today?<\/strong><br \/>\nNot because there is less content, but because it is less freely available. Paywalls, closed platforms, algorithmic filters and summarizing systems ensure that, although we consume a lot of information, we have less and less direct access to original sources.<\/li>\n<li><strong>What does the transition from access to control mean in concrete terms?<\/strong><br \/>\nIt used to be easy to access content. Today, platforms, algorithms, terms of use and legal frameworks decide whether and how content is visible. Access is no longer granted technically, but based on rules - and can be changed at any time.<\/li>\n<li><strong>What is the difference between information and knowledge?<\/strong><br \/>\nInformation is a single datum, a statement or a fact. Knowledge is only created when information is categorized, compared, repeated and linked to experience. Knowledge is structured information with context and meaning.<\/li>\n<li><strong>Why is knowledge more important than reach in the new phase?<\/strong><br \/>\nBecause reach only generates attention, but knowledge provides orientation. Attention is fleeting, knowledge has a long-term effect. In a complex world, it is not who is the loudest that counts, but who understands the context.<\/li>\n<li><strong>Why is data sovereignty described as a new question of power?<\/strong><br \/>\nBecause data is the raw material from which knowledge, forecasts and decisions are made. Those who have access to and control data can manage processes, understand markets and build systems. Those who do not have data sovereignty remain users of external knowledge.<\/li>\n<li><strong>What does data sovereignty mean in practical terms?<\/strong><br \/>\nData sovereignty means being able to determine where data is stored, who has access to it, how it may be used and whether it can be exported. It means being not just a user, but the owner of your own data.<\/li>\n<li><strong>Why is range not property?<\/strong><br \/>\nBecause reach on platforms is always borrowed. It depends on algorithms, rules and decisions made by others. Visibility can increase or disappear without the creator having done anything wrong.<\/li>\n<li><strong>Who owns the reach on platforms such as YouTube or Instagram?<\/strong><br \/>\nThe platform operator controls the infrastructure, user relationships, data and visibility. Creators provide content, but generally have neither direct contact with the audience nor the framework conditions.<\/li>\n<li><strong>Why do many still feel safe when they have reach?<\/strong><br \/>\nBecause reach is measurable and signals short-term success. Numbers convey stability, even if they are structurally fragile. This security is often psychological, not strategic.<\/li>\n<li><strong>What role do platforms play in the knowledge society?<\/strong><br \/>\nPlatforms are tools for distributing content. It only becomes problematic when they become the only foundation. If you don't have your own structures, you are dependent on platforms.<\/li>\n<li><strong>What does the article mean by digital property?<\/strong><br \/>\nDigital property means own websites, domains, content, archives and data storage. It is about the ability to permanently secure, control and independently operate content.<\/li>\n<li><strong>Why does property often seem unattractive today?<\/strong><br \/>\nBecause it requires time, care and responsibility. Ownership grows slowly and does not deliver instant applause. In a culture geared towards speed, this seems old-fashioned, but it is stable.<\/li>\n<li><strong>What advantages does ownership offer over range?<\/strong><br \/>\nOwnership is permanent, independent and contextual. Content is related to each other, builds up an archive and remains available even when attention wanes.<\/li>\n<li><strong>How do personalities like Dieter Bohlen fit into this theme?<\/strong><br \/>\nThey have a wide reach, but hardly any digital property of their own. Their visibility is high, but their content is predominantly on third-party platforms. This shows the difference between attention and control.<\/li>\n<li><strong>Why does the Cloud Act play a role in this context?<\/strong><br \/>\nBecause it makes it clear that data sovereignty is not only technically relevant, but also legally relevant. Anyone who uses cloud infrastructure is subject to external legislation and access options.<\/li>\n<li><strong>What is the significance of local AI in the context of the article?<\/strong><br \/>\nLocal AI is an example of digital sovereignty. Data remains with the user, models are operated by the user, knowledge is created independently of external infrastructures.<\/li>\n<li><strong>Should you avoid platforms completely?<\/strong><br \/>\nNo. Platforms are useful as distributors and amplifiers. It is crucial that they are not the foundation, but refer to their own structures.<\/li>\n<li><strong>What is the central message of the article?<\/strong><br \/>\nReach is a tool, not a possession. Ownership creates substance. Knowledge is created where content, data and structures are under long-term control.<\/li>\n<\/ol>\n<hr \/>\n\n\t\t\t<div class=\"display-post-types\">\n\n\t\t\t\t\t\t\t<style type=\"text\/css\">\n\t\t\t#dpt-wrapper-492 { --dpt-text-align: left;--dpt-image-crop: center;--dpt-border-radius: 5px;--dpt-h-gutter: 10px;--dpt-v-gutter: 9px; }\t\t\t<\/style>\n\t\t\t<style type=\"text\/css\">#dpt-wrapper-492 { --dpt-title-font-style:normal;--dpt-title-font-weight:600;--dpt-title-line-height:1.5;--dpt-title-text-decoration:none;--dpt-title-text-transform:none;--dpt-excerpt-font-style:normal;--dpt-excerpt-font-weight:400;--dpt-excerpt-line-height:1.5;--dpt-excerpt-text-decoration:none;--dpt-excerpt-text-transform:none;--dpt-meta1-font-style:normal;--dpt-meta1-font-weight:400;--dpt-meta1-line-height:1.9;--dpt-meta1-text-decoration:none;--dpt-meta1-text-transform:none;--dpt-meta2-font-style:normal;--dpt-meta2-font-weight:400;--dpt-meta2-line-height:1.9;--dpt-meta2-text-decoration:none;--dpt-meta2-text-transform:none; }<\/style><div class=\"dpt-main-header\">\n\t\t\t\t\t\t<div class=\"dpt-main-title\">\n\t\t\t\t\t\t\t<span class=\"dpt-main-title-text\">Current articles on artificial intelligence<\/span>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t<\/div>\t\t\t\n\t\t\t\t<div id=\"dpt-wrapper-492\" class=\"dpt-wrapper dpt-mag1 land1 dpt-cropped dpt-flex-wrap\" >\n\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"dpt-entry has-thumbnail\" data-title=\"ki-studio 2025: welche hardware wirklich lohnt &#8211; vom mac studio bis zur rtx 3090\" data-id=\"3704\"  data-category=\"apple macos featured hardware ki-systeme\" data-post_tag=\"apple digitales eigentum k\u00fcnstliche intelligenz llm mlx neo4j sprachmodell\">\n\t\t\t\t\t\t\t<div class=\"dpt-entry-wrapper\"><div class=\"dpt-featured-content\"><div class=\"dpt-permalink\"><a href=\"https:\/\/www.markus-schall.de\/en\/2025\/11\/ki-studio-2025-which-hardware-is-really-worth-it-from-mac-studio-to-rtx-3090\/\" class=\"dpt-permalink\"><span class=\"screen-reader-text\">AI Studio 2025: Which hardware is really worth it - from the Mac Studio to the RTX 3090<\/span><\/a><\/div><div class=\"dpt-thumbnail\"><div class=\"dpt-thumbnail-inner\"><img width=\"1024\" height=\"683\" class=\"attachment-full size-full\" alt=\"Hardware 2025 for AI studio\" context=\"dpt\" data-dpt-src=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/KI-Studio-Hardware-2025.jpg\" data-dpt-sizes=\"(max-width: 1024px) 100vw, 1024px\" data-dpt-srcset=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/KI-Studio-Hardware-2025.jpg 1024w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/KI-Studio-Hardware-2025-300x200.jpg 300w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/KI-Studio-Hardware-2025-768x512.jpg 768w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/KI-Studio-Hardware-2025-18x12.jpg 18w\" \/><\/div><span class=\"dpt-thumbnail-aspect-ratio\" style=\"padding-top: 75%\"><\/span><\/div><\/div><div class=\"sub-entry\"><h3 class=\"dpt-title\"><a class=\"dpt-title-link\" href=\"https:\/\/www.markus-schall.de\/en\/2025\/11\/ki-studio-2025-which-hardware-is-really-worth-it-from-mac-studio-to-rtx-3090\/\" rel=\"bookmark\">AI Studio 2025: Which hardware is really worth it - from the Mac Studio to the RTX 3090<\/a><\/h3><\/div><\/div>\n\t\t\t\t\t\t<\/div><!-- .dpt-entry -->\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"dpt-entry has-thumbnail\" data-title=\"rag mit ollama und qdrant als universelle suchmaschine f\u00fcr eigene daten\" data-id=\"2764\"  data-category=\"filemaker &amp; erp ki-systeme\" data-post_tag=\"datenbanken docker k\u00fcnstliche intelligenz llama llm mistral ollama qdrant vektordatenbank\">\n\t\t\t\t\t\t\t<div class=\"dpt-entry-wrapper\"><div class=\"dpt-featured-content\"><div class=\"dpt-permalink\"><a href=\"https:\/\/www.markus-schall.de\/en\/2025\/08\/rag-with-ollama-and-qdrant-as-a-universal-search-engine-for-your-own-data\/\" class=\"dpt-permalink\"><span class=\"screen-reader-text\">RAG with Ollama and Qdrant as a universal search engine for own data<\/span><\/a><\/div><div class=\"dpt-thumbnail\"><div class=\"dpt-thumbnail-inner\"><img width=\"1920\" height=\"640\" class=\"attachment-full size-full\" alt=\"Extend local AI with databases using RAG, Ollama and Qdrant\" context=\"dpt\" data-dpt-src=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/lokale-ki-rag-ollama-qdrant.jpg\" data-dpt-sizes=\"(max-width: 1920px) 100vw, 1920px\" data-dpt-srcset=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/lokale-ki-rag-ollama-qdrant.jpg 1920w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/lokale-ki-rag-ollama-qdrant-300x100.jpg 300w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/lokale-ki-rag-ollama-qdrant-1024x341.jpg 1024w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/lokale-ki-rag-ollama-qdrant-768x256.jpg 768w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/lokale-ki-rag-ollama-qdrant-1536x512.jpg 1536w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/lokale-ki-rag-ollama-qdrant-18x6.jpg 18w\" \/><\/div><span class=\"dpt-thumbnail-aspect-ratio\" style=\"padding-top: 75%\"><\/span><\/div><\/div><div class=\"sub-entry\"><h3 class=\"dpt-title\"><a class=\"dpt-title-link\" href=\"https:\/\/www.markus-schall.de\/en\/2025\/08\/rag-with-ollama-and-qdrant-as-a-universal-search-engine-for-your-own-data\/\" rel=\"bookmark\">RAG with Ollama and Qdrant as a universal search engine for own data<\/a><\/h3><\/div><\/div>\n\t\t\t\t\t\t<\/div><!-- .dpt-entry -->\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"dpt-entry has-thumbnail\" data-title=\"unsterblichkeit durch technik: wie weit forschung und ki wirklich sind\" data-id=\"3624\"  data-category=\"allgemein gesellschaft ki-systeme\" data-post_tag=\"denkmodelle k\u00fcnstliche intelligenz lernen llm prozesse sprachmodell\">\n\t\t\t\t\t\t\t<div class=\"dpt-entry-wrapper\"><div class=\"dpt-featured-content\"><div class=\"dpt-permalink\"><a href=\"https:\/\/www.markus-schall.de\/en\/2025\/11\/immortality-through-technology-how-far-research-and-ki-really-are\/\" class=\"dpt-permalink\"><span class=\"screen-reader-text\">Immortality through technology: how far research and AI have really come<\/span><\/a><\/div><div class=\"dpt-thumbnail\"><div class=\"dpt-thumbnail-inner\"><img width=\"1024\" height=\"683\" class=\"attachment-full size-full\" alt=\"Digital immortality\" context=\"dpt\" data-dpt-src=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/digitale-unsterblichkeit.jpg\" data-dpt-sizes=\"(max-width: 1024px) 100vw, 1024px\" data-dpt-srcset=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/digitale-unsterblichkeit.jpg 1024w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/digitale-unsterblichkeit-300x200.jpg 300w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/digitale-unsterblichkeit-768x512.jpg 768w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/digitale-unsterblichkeit-18x12.jpg 18w\" \/><\/div><span class=\"dpt-thumbnail-aspect-ratio\" style=\"padding-top: 75%\"><\/span><\/div><\/div><div class=\"sub-entry\"><h3 class=\"dpt-title\"><a class=\"dpt-title-link\" href=\"https:\/\/www.markus-schall.de\/en\/2025\/11\/immortality-through-technology-how-far-research-and-ki-really-are\/\" rel=\"bookmark\">Immortality through technology: how far research and AI have really come<\/a><\/h3><\/div><\/div>\n\t\t\t\t\t\t<\/div><!-- .dpt-entry -->\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"dpt-entry has-thumbnail\" data-title=\"wie man heute schon ki-spezialisten ausbilden kann &#8211; chancen f\u00fcr unternehmen und azubis\" data-id=\"3120\"  data-category=\"allgemein b\u00fccher ki-systeme tipps &amp; anleitungen\" data-post_tag=\"buch datenbanken datenlogik denkmodelle k\u00fcnstliche intelligenz llm sprachmodell\">\n\t\t\t\t\t\t\t<div class=\"dpt-entry-wrapper\"><div class=\"dpt-featured-content\"><div class=\"dpt-permalink\"><a href=\"https:\/\/www.markus-schall.de\/en\/2025\/10\/how-to-train-ki-specialists-today-opportunities-for-companies-and-trainees\/\" class=\"dpt-permalink\"><span class=\"screen-reader-text\">How AI specialists can be trained today - opportunities for companies and trainees<\/span><\/a><\/div><div class=\"dpt-thumbnail\"><div class=\"dpt-thumbnail-inner\"><img width=\"1024\" height=\"683\" class=\"attachment-full size-full\" alt=\"Train an AI specialist\" context=\"dpt\" data-dpt-src=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/ki-spezialist-ausbildung.jpg\" data-dpt-sizes=\"(max-width: 1024px) 100vw, 1024px\" data-dpt-srcset=\"https:\/\/www.markus-schall.de\/wp-content\/uploads\/ki-spezialist-ausbildung.jpg 1024w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/ki-spezialist-ausbildung-300x200.jpg 300w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/ki-spezialist-ausbildung-768x512.jpg 768w, https:\/\/www.markus-schall.de\/wp-content\/uploads\/ki-spezialist-ausbildung-18x12.jpg 18w\" \/><\/div><span class=\"dpt-thumbnail-aspect-ratio\" style=\"padding-top: 75%\"><\/span><\/div><\/div><div class=\"sub-entry\"><h3 class=\"dpt-title\"><a class=\"dpt-title-link\" href=\"https:\/\/www.markus-schall.de\/en\/2025\/10\/how-to-train-ki-specialists-today-opportunities-for-companies-and-trainees\/\" rel=\"bookmark\">How AI specialists can be trained today - opportunities for companies and trainees<\/a><\/h3><\/div><\/div>\n\t\t\t\t\t\t<\/div><!-- .dpt-entry -->\n\t\t\t\t\t\t\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\n<hr \/>","protected":false},"excerpt":{"rendered":"<p>A good ten years ago, I happened to watch a lecture on the transition from the information society to the knowledge society. At the time, much of it still sounded theoretical, almost academic. It was about concepts such as data sovereignty, ownership of information and the question of who will actually determine what is accessible in the future - and what ... <a title=\"How AI specialists can be trained today - opportunities for companies and trainees\" class=\"read-more\" href=\"https:\/\/www.markus-schall.de\/en\/2025\/10\/how-to-train-ki-specialists-today-opportunities-for-companies-and-trainees\/\" aria-label=\"Read more about How AI specialists can be trained today - opportunities for companies and trainees\">Read more<\/a><\/p>","protected":false},"author":1,"featured_media":4001,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"iawp_total_views":181,"footnotes":""},"categories":[1,3,466,472],"tags":[443,469,444,473,398],"class_list":["post-3994","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-allgemein","category-filemaker","category-gesellschaft","category-kunst-kultur","tag-datenlogik","tag-datenschutz","tag-denkmodelle","tag-digitales-eigentum","tag-erp-software"],"_links":{"self":[{"href":"https:\/\/www.markus-schall.de\/en\/wp-json\/wp\/v2\/posts\/3994","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.markus-schall.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.markus-schall.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.markus-schall.de\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.markus-schall.de\/en\/wp-json\/wp\/v2\/comments?post=3994"}],"version-history":[{"count":16,"href":"https:\/\/www.markus-schall.de\/en\/wp-json\/wp\/v2\/posts\/3994\/revisions"}],"predecessor-version":[{"id":5921,"href":"https:\/\/www.markus-schall.de\/en\/wp-json\/wp\/v2\/posts\/3994\/revisions\/5921"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.markus-schall.de\/en\/wp-json\/wp\/v2\/media\/4001"}],"wp:attachment":[{"href":"https:\/\/www.markus-schall.de\/en\/wp-json\/wp\/v2\/media?parent=3994"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.markus-schall.de\/en\/wp-json\/wp\/v2\/categories?post=3994"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.markus-schall.de\/en\/wp-json\/wp\/v2\/tags?post=3994"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}