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The Internet: Mass Communication Gets Personal

This chapter explores the personalization and threats of social media, the development of the internet, packet switching, ARPAnet, the World Wide Web, online/mobile media, web principles, accessing the web, search as a medium, mobile apps, blogs, podcasts and streaming media, social media, video games as mass communication, and diversity in video games.

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The Internet: Mass Communication Gets Personal

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  1. The Internet:Mass Communication Gets Personal Chapter 10

  2. Just Because You Can Post to Social Media Doesn’t Mean You Should • Numerous threats have been posted to YikYak at range of campuses. • “Anonymous” social media really aren’t anonymous. • Online media are social, mobile, location based, and app-based.

  3. What is the Internet? • New mass medium incorporating elements of interpersonal, group, and mass communications. • “A diverse set of independent networks, interlinked to provide its users with the appearance of a single, uniform network.”

  4. Development of the Internet • How do we make incompatible computers talk with each other? • How do we share information? • Can we maintain military communication after nuclear war? (But this system was never built!)

  5. Packet Switching • 1964: Paul Baran develops decentralized computer network for Air Force. • Messages are broken into small data packets, which are sent independently across the network. • Receiving computer reassembles message. • Air Force chooses NOT to build this network. • Donald Davies proposes similar civilian network for Britain. Also not built.

  6. How Packet Switching Works

  7. ARPAnet • Pentagon’s Advanced Research Projects Agency (ARPA) • Networking incompatible computers across the country • Went online in 1969, same year as the moon landing • Intended for primarily academic use

  8. Connecting Incompatible Networks • ARPAnet led to multiple packet-switching networks. • How do you link these small networks together? • Bob Kahn and Vint Cerf created rules for networks to communicate with each other, a protocol known as TCP/IP.

  9. The Internet • TCP/IP - Transmission Control Protocol/Internet ProtocolHow data are transmitted and how computers can locate each other • InternetInternetworking of networks • Data exchange follows specific rules

  10. Online/Mobile Media • Electronic mail (e-mail)A message sent from one computer user to another across a network • Instant Messaging & SMSElectronic message systems that allow two or more users to communicate in real time • World Wide Web

  11. World Wide Web • HypertextThe format of material containing links that allow the reader to move from one section to another and from one document to another • TimBerners-Lee,Enquire Within Upon EverythingWouldn't it be a good idea to be able to share documents located on computers anywhere in the world? • Created the World Wide Web and gave the software away for free

  12. Major Components of the Web • Uniform resource locator (URL)The address of the content placed on the Web • Hypertext transfer protocol (http)The standard set of rules for sending Web content over the Internet • Hypertext markup language (HTML)The programming language used to describe the content on Web pages

  13. Key Web Principles • One address to take users to a document. • Everything should be accessible/linkable. • Any type of data should be available on any type of computer. • The Web should be a tool for interaction, not just publication. • No central control.

  14. Accessing the Web • Mosaic – The first graphical Web browser. • Growth of high-speed continuous (broadband) access to the broadband Internet access • Expansion of mobile access to Internet

  15. Search as Medium • Many countries put limits on search. • Limits on Nazi materials in parts of Europe. • Yahoo says Chinese better served by censored Internet than no Internet.

  16. Mobile Apps • Is the web dead? • Apps are big part of how we interact online • Mobile devices becoming dominant method of going online

  17. Blogs • Collection of links and commentary in hypertext • Blog reports brought down former CBS anchor Dan Rather after he mishandled a story on President George W. Bush. • Blogs let writers talk directly to readers, bypassing legacy media.

  18. Podcasts & Streaming Media • Online tools such as YouTube let non-journalists post video news stories online. • Streaming media gets long-tail movies and video in front of a larger audience. • Distributing audio and video programming no longer requires a broadcast network.

  19. Social Media • User-generated content • Comments • Tagging • Social networking • Customization

  20. Video Games as Mass Communication • Video game consoles: media content devices • Mario, Sonic and Pikachu– Video game stars • New venue for advertising • Center for online community • Profitable part of popular culture • Protected form of speech

  21. Video Games as Spectator Sport • Through streaming services such as Twitch, video games are now a spectator sport. • “eSports” championships occasionally broadcast on cable sports channels. • Ability to stream via Twitch built into many top video game consoles.

  22. Diversity and Representation in Video Games • LGBT and Asian-American consumers slightly more likely than public at large to play video games. • Same groups feel that they are underrepresented in video games. • Most video games offer limited range of body type diversity.

  23. The Hacker Ethic As Defined in Steven Levy’s book, “Hackers” • “Access to computers should be unlimited and total.” • “All information wants to be free.” • “Mistrust authority – promote decentralization.” • People should be judged by skills, not by “bogus criteria such as degrees, age, race, or position.”

  24. The Notion of Cyberspace • Taken from word cybernetics – science of communication and control theory • Originally used in 1982 magazine story by William Gibson • Gibson also coined cyberpunk – a style of writing and movies that deal with the blurring of the lines between humans and computers.

  25. Conflicts Over Digital Media • Controlling online content • Protecting intellectual property • Privacy and the Web

  26. Media Convergence • Bringing together traditional legacy media with online media. • Reverse synergy:When you get the worst of both by combining old and new media

  27. Everything is Data • More and more media being delivered digitally • Mobile phones often have unlimited talk time and text messages, but definite limits on data use. • Streaming services replacing satellite/cable for many subscribers. • Cable companies experimenting with streaming apps to replace set-top cable boxes.

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