Transcript The Internet

THE
DYNAMICS
OF MASS
COMMUNCATION
Joseph R. Dominick
University of Georgia--Athens
McGraw-Hill
© 2007 The McGraw-Hill Companies, Inc. All Rights reserved.
Chapter 11
Chapter Outline
The Internet and the World
Wide Web
McGraw-Hill
A Brief History of the Computer
The Internet
Structure And Features of The Internet
The Evolving Internet
Economics
Feedback
Social Implications
The Future: The Evernet
The Internet and the Web
© 2007 The McGraw-Hill Companies, Inc. All Rights reserved.
A Brief History of the Computer
• Pascal’s arithmatique (17th C)
• Leibniz invents binary system
• Charles Babbage and Ada Bryon design
“analytical engine”
• Herman Hollerith
– Develops punch card machine for 1880
census
– Starts IBM
• Aiken’s Mark I relay-based computer (1940)
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A Brief History of the Computer
• ENIAC built at Univ. Penn (late 1940s)
– First electronic computer
– Far faster than the Mark I
– Huge
• Transistors and integrated circuits (1950s)
– Smaller, lighter computers that use less power
– Microprocessors lead to hardware/software
differentiation
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A Brief History of the Computer
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1970s-1980s: first PCs
Modems allow PC-PC communication over telephone lines
Nearby PCs form local area networks (LANs)
Maturation of LANs and The Internet (1990s+)
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The Internet
• The Internet – a network of networks
• Each Internet computer run by
– Government agencies Libraries
– Business Universities Individuals
• The Internet – constantly changing,
voluntarily linked network systems
• No one owns, runs, or otherwise regulates
the Internet
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The Internet
• History
– ARPANET designed to insure survival of
computer links in wartime (early 1970s)
– N.S.F. connects five supercomputers using
Internet Protocol to form The Internet (1980)
– WWW development of hypertext (1990)
– Development of browsers – Mosaic (1993)
– Maturation of search engines (late 1990s+)
• Google
Excite
Ask Jeeves
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Structure And Features of The
Internet
Figure 11-1 Structure of the Internet
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Structure And Features of The
Internet
• Internet computers talk using Transmission
Control Protocol / Internet Protocol, or
TCP/IP
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–
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Addresses of computers
Timing
Retransmission
Breakup and reassembly of messages
• Users gain access to the Internet via
– Internet Service Provider (AT&T)
– Commercial network (AOL, MSN)
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Structure And Features of The
Internet
• E-Mail
– Fast, cheap, and reliable
– # 1 form of U.S. written communication
– 10 trillion messages annually
– Can contain attachments
– Not technically or legally private
• Drawbacks
– Spam
– Virus exposure
– Time loss
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Structure And Features of The
Internet
• Newsgroups
– Theme-related bulletin boards
– Thousands of newsgroups
– Specialized topics
• Normal (health news)
• Arcane (ancient Mayan ruins)
– Categories identified by prefixes
• alt (alternative) sci (science) bus
(business)
– Message and responses called message thread
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Structure And Features of The
Internet
• The World Wide Web
– Website: set of interconnected web pages housed
on a computer server
– Hypertext links: words or graphics that, when
clicked, will take you to other web sites
– Home page: the “first” page of a web site
– URL: uniform resource locator - an individual web
address
http://www.mhhe.com/catalogs/hss/comm
– Portal: first page of a major site
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Structure And Features of The
Internet
• Online Service Providers
– America Online (AOL)
• 29 million subscribers
– Microsoft Network (MSN)
• 8 million subscribers and 
– SBC Yahoo
• 3.5 million subscribers
– Exclusive communication, information, and
entertainment services
– A gateway to the Internet
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The Evolving Internet
• Broadband
– Any internet connection faster than
average phone line
– Available in three technologies:
• Satellite modem
• Cable modem
• Digital Subscriber Line (DSL)
– PC always connected to the Internet
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The Evolving Internet
• Going Mobile: The Wireless Web
– 15M laptops and 22M phone/PDAs with
wireless Internet access in 2003
– Broadband users online about 11 hours per
week.
– WiFi hotspots continue to spread
– WiMax to premier in 2007
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The Evolving Internet
• Microcasting
– Broadcasting: video content to large,
heterogeneous audience (example: TV show)
– Narrowcasting: special-interest video content to
subgroups (example: ESPN)
– Microcasting: highly specific video content to a
very select group of invited people (example:
wedding)
– Few-to-few communications is a significant force
in Internet development
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BLOGS
• Short for “web log”
• Individuals produce their own news
and commentary
• Influence politics
• Are emerging as marketing tools
• Give a voice to those who would not be
heard otherwise
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Economics
• Internet-related businesses
– Boom 1998 to mid-2000
– Huge loss by 2001 ($1.4 trillion)
– 40% of Internet companies still viable by
2004 (examples: eBay, Expedia)
• E-commerce
– Selling goods and services online
– $145 billion retail spending online (2004)
– B2B spending online $1 trillion (2004)
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Economics
• Three ways people are currently
making money on web:
– Pay-for-content
• Site subscriptions (CNN streaming video)
• Pornography
– Product and service sales and enablement
• Amazon.com
• eBay
– Selling advertising space
• High-traffic sites
• Mixtures of techniques
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Feedback
• Two independent companies provide
Internet audience data using software
– ComScore – 1,000,000 people
– Nielsen/Net Ratings – 68,000 people
• The Internet is the “new normal” way of life
• 80 million adults access the Internet daily
• 8 out of 10 teenagers are online regularly
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Social Implications
• Lack of gatekeepers
– Tendency towards overload of trivia
– No verification of information
– No censorship
• Information overload
• Privacy concerns
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Easy to obtain detailed information
Total Information Awareness
Databases can be out-of-date and inaccurate
Identity theft
• Escapism, isolation, habit
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The Future: The Evernet
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Also called “Supranet” and “Internet II”
Convergence of many devices
Access buried in everyday objects
Merging of physical and virtual world
Smart houses, clothing, medical devices
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The Internet and the Web
• Online advertising, journalism
• Web developer 
Webmaster
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