Słowa kluczowe: coopetition, users, new media, strategy, subliminal advertising, subliminal stimuli, J. Vicary, backmasking, W.B. Key, myths about subliminal advertising, subliminal self-help tapes, subliminal priming, subliminal persuasion, Directive on collective management of copyright and related rights, copyright collecting agencies, multi-territory licenses, culture, online use of musical works, an internal market