978-1305580985 Chapter 9

Chapter 9 – Internet Media: Widening the

Web

Chapter Outline

• Digital Communication Transforms Media

• Digital Media Support Convergence

• 20th-Century Discoveries Made Internet Possible

• Web Opens to Unlimited Access

• What Happens to Old Media?

• Transformation Takes 30 Years

• Web Access Leaves Some People Behind

• Internet Combines Commerce, Information and Entertainment

Commerce

Advertising

Content

• Mobile Media Chase the Audience

• Social Networks Grow Globally

• Government Attempts to Coordinate and Control the Net

• Protection Sought for Intellectual Property Rights

• FCC Proposes Internet Neutrality

• Storage, Competing Systems and Security Bring Challenges

Storage Capacity

Competing Delivery Systems

System Security

• Disruptive Technologies Revolutionize Old Concepts

Touch Technology

Massive Open Online Courses

Open Intellectual Property

Camera Drones for News Reporting

3-D Printing

• Consumers Intersect with Technology

Suggested Activities, Discussions, and Exercises

1. Ask the students to go online and explore a federal, state, or local

government website. Assign each student a different site. Ask them to

evaluate the usefulness of the sites and discuss in class or on an online

forum the site’s usefulness and accessibility.

2. Put the students into small groups and have each group brainstorm their

own type of digital future, envisioning which kinds of services they would

like to have at their disposal. Ask each group to offer a class presentation

and discuss their ideas or share in an online discussion forum

3. Invite a speaker to class who works in an Internet capacity, perhaps a web

page designer, someone who manages an Internet service or who sells

products online. Use the accompanying Digital Media Speaker activity

sheet for question ideas.

4. Ask students, individually or in groups, to brainstorm how they think

traditional media—print, broadcast, and recordings—will continue to adapt

to the development of the Internet and digital media technology. Ask them

to begin by reviewing their understanding of how print media adapted to

broadcast media, and how radio adapted to television. Ask them to

discuss the results of their brainstorming session in class or to write about

it in a brief paper.

5. Ask each student to assess if and how they are affected by the digital

divide concept in their own life. Are there people among family or friends

they can’t communicate with regularly because those people don’t have

access to the Internet and e-mail? Why don’t they have access? Have any

of those people tried the Internet and e-mail only to abandon it later? Ask

students to think about their experience with mobile phones in the same

way. Is the student, or are any of his/her friends, socially isolated from one

or more peer groups because that person (those people) don’t have a

mobile phone for regular conversations? Ask students to discuss the issue

in class, or to write a brief paper on the topic.

Activity Pages

Use the following activity pages as class handouts for exercises and to

accompany some of the classroom Ideas described above.

Favorite Websites

First, list 10 subject areas that interest you or about which you’d like to find more

information. Then use the Internet to browse the Web, allowing enough time to do

so.

General topic areas that interest me:

1. 6.

2. 7.

3. 8.

4. 9.

5. 10.

Now, go online and, using subject headings that are as specific as possible,

search in the areas that interest you.

My Top Ten Favorite Websites

(Be sure to list them by their full web address, as well as a two–line description of the

site. Print the home page to turn in with this exercise and/or bring to class for

discussion.)

1. 6.

2. 7.

3. 8.

4. 9.

5. 10.

Chat About New Technology

Use the Internet to find some appropriate chat rooms where you can discuss the

future of computer/online technology. Be sure to capture and/or record some of

the responses you get to questions you ask or discussions you have. Then write a

brief paper about what you learned or bring the information to class to share, as

directed by your instructor.

Sample questions for chatting:

• How long have you been using online/web technologies? How did you become

interested in them?

• How has the technology changed since you first went online?

• What online services do you use? Why?

• What are your favorite Web sites?

• How much time do you spend online?

• What new technologies do you imagine becoming commonplace in the future?

• List three new technologies intrigue you the most. Explain why you’re interested in

them.

• Why do you think it’s hard for most websites to make money?

• What’s your current computer set–up? What hardware do you have? What would you

envision yourself having in the future?

• Do you agree with the philosophy of the Web founders—that online information and

access should be available for free? Why or why not?

• How do you think “old” media—newspapers, television, radio, movies, and

recordings—will change as “new” media become more prominent?

• What do you think of the ability of the Web to track your likes and dislikes, as well as

what you buy? What advantages/disadvantages does this process have over traditional

ways you buy things?

Digital Media Speaker

Invite a local digital media professional to speak and to bring specific samples of

work to class. Make up a list of questions to ask—you may use the following to

get you started. Be prepared to discuss what you’ve learned or to write a brief

paper on your findings.

• What is the correct spelling of your

name? What is the correct spelling of

your company’s name?

• How did you come to be at your job?

What did you do before this?

• What is your title? How long have you

been with your company/area?

• How long has your

company/department been in

business/existence? Who started it and

why?

• How many people work in your

company/department? What do they

do?

• What does a typical newcomer in your

position earn? A veteran?

• How much money did your company

bill last year?

• What is your company’s mission?

Does it have a strategy for achieving its

goals?

• What kinds of Internet work do you or

your firm do? How do you use Internet

communications or services?

• Who are some of your clients? Who

uses your services?

• How do you go about attracting new

clients to your company?

• What do you charge clients for your

work?

• What do you do for your clients?

• How long have most of your clients

been with you?

• Can you give us an example of a

specific project or job that you have

done and why it worked or didn’t work?

• What has your company done to be

successful that sets you apart from

other firms?

• What are some of the challenges

facing your company over the next five

years?

• What do you like best about your job?

What do you like least?

Personal Digital Inventory

Answer the following questions, then print your answers and your final score and

bring your Personal Digital Inventory to class to compare your answers with

classmates.

1. Do you own a computer? Yes ____ (1 point) No _____ (0 points)

2. Do you own more than one computer? Yes ____ (1 point) No _____ (0 points)

3. What year is the model of your computer? _______ (0 points)

4. Check the amount of time each week that most closely describes the time you

normally spend on a computer:

a. less than 1 hour (1 point)

b. 2 to 10 hours (2 points

c. 11 to 20 hours (3 points)

d. 20 to 30 hours (4 points)

e. more than 30 hours (5 points)

5. Check each of the different ways you have used a computer to: (use all that apply)

(1 point for each)

a. write school assignments and/or other correspondence

b. keep a journal

c. pay bills

d. check my bank balance

e. follow the news, including sports

f. chat online with others

g. gamble

h. shop

i. plan a trip

j. e–mail

k. listen to or download music

l. register for college classes

m. do research

n. get involved in a political campaign

o. gaming

6. How long do you spend each week specifically on the Internet? (check the letter that

most closely approximates the time you spend)

a. less than an hour (1 point)

b. 2 to 10 hours (2 points)

c. 11 to 20 hours (3 points)

d. 20 to 30 hours (4 points)

e. more than 30 hours (5 points)

(Continue inventory on next page)

7. Do you foresee that you ever will be able to/or have already used to Internet to:

(check all that apply)

(1 point each)

a. meet people

b. buy a car

c. get a loan

d. watch a movie

e. attend a virtual music concert

f. chat with a well–known movie or TV star

g. vote for president

h. listen to overseas radio

8. Have you ever accessed an electronic book?

Yes ____ (1 point) No ____ (0 points)

9. Do you regularly read your local or other newspaper on the Internet?

Yes ____ (1 point) No ____ (0 points)

10. Do you own an iPod? Yes ____ (1 point) No ____ (0 points)

11. Do you own a cell phone or a Smartphone?

Yes ____ (1 point) No ____ (0 points)

12. Do you have or know anyone who has satellite radio in their car?

Yes ____ (1 point) No ____ (0 points)

13. What kind of television programming do you use? (check all that apply)

(1 point each)

a. regular broadcast channels

b. satellite TV

c. cable TV

d. Apple TV

e. video streaming

14. Do you have DSL, cable, or other high speed Internet access?

Yes __ (1 point) No __ (0 points)

15. Do you own an HDTV? Yes ____ (1 point) No ____ (0 points)

16. Do you or anyone you know own a 3D TV? Yes ____ (1 point) No ____ (0 points)

Total points possible: 46

Scoring: 40–46 Avid technology user

30–39 Active technology user

20–29 Moderate technology user

10–19 Average technology user

0-9 Cautious technology user

Chapter 9 Quiz

Multiple Choice

1. The National Information Infrastructure is:

a. the largest cable TV chain.

b. run by the FCC.

c. the federal government’s effort to coordinate all different senders, channels

and receivers.

d. the Internet billing system.

2. The Communications Decency Act, outlawing certain Internet content:

a. was struck down by the U.S. Supreme Court in 1997.

b. is part of the National Information Infrastructure.

c. now applies to television, too.

d. applies only to government Web sites.

3. The Internet is completely different from traditional media because of:

a. it uses only digital technology.

b. absence of central control for content.

c. its ability to attract advertisers.

d. its ability to attract subscribers.

4. The person who is most responsible for creating the World Wide Web is:

a. Paul Saffo.

b. Bill Gates.

c. Marc Andreessen.

d. Tim Berners-Lee.

ANS: D

5. The “digital divide” refers to the fact that:

a. People on the Internet are divided into serious users and amateur users.

b. Most people are divided on the issue of the usefulness of the Web.

c. There is a lack of access to digital technology among low-income, rural and

minority groups.

d. Advertising on the Web is too expensive for most companies.

6. The main advantage for advertisers on the Web is:

a. advertising is free online.

b. they can get instant electronic feedback on the effectiveness of their ads.

c. they can better target older consumers.

d. they reach more people than by advertising in traditional media.

7. Which if the following is NOT one of the challenges facing the Internet?

a. storage capacity

b. compatible delivery

c. government deregulation

d. personal privacy

8. Internet Neutrality means:

a. Websites do not take a position on political races.

b. All parts of the Internet are free to access for everyone.

c. There are rules that require Internet providers to keep their networks open and

available to carry all legal content.

d. There are rules that require website designers to register their site designation

with a government agency.

ANS: C

9. According to the Impact/Convergence box, “The Evolution of Today’s

Convergence: 1978 to 2016,” which of the following is true?

a. There was no convergence in 1978.

b. By the year 2000, the media were almost completely converged.

c. MIT’s Nicholas Cage predicted that by 2000 the media would begin

converging.

d. Today all media segments are almost completely intersecting.

10. According to the Impact/Money box, “How Much Do Businesses Spend

Annually to Advertise on the Internet?,” which of the following is true about

internet advertising?

a. It all began in earnest in 1987.

b. It has gone up every year since 2000.

c. The amount spent has at least doubled every six years since 2000.

d. $37 million was spent on it in 2012.

True/False

1. The 30-year rule says it takes about 30 years for new ideas to be adopted into

the culture.

2. Search marketing involves placing clients’ ads next to consumers’ online

search results.

3. Programming languages HTML and HTTP were developed by Microsoft.

ANS: F

4. The Digital Millennium Copyright Act allows the free use of copyrighted

material on the Internet.

ANS: F

5. The culture of free information access still permeates the Web today.

Essay Questions

1. Discuss the advantages and disadvantages, for advertisers and for

consumers, of advertising and commerce on the Web.

2. Print media adapted to the advent of radio, and movies and radio reacted

to the advent of television. Do you think that television, radio, movies, and

print media have successfully adapted to the Internet? Have they also

adapted to the mobile Internet? Why or why not? Provide examples.

3. Discuss Internet neutrality and why it’s important to both

telecommunications companies and consumers. Do you support these

new Open Internet rules? Why or why not?

4. Identify the organization designated to coordinate all senders, channels,

and receivers in the digital communication network in the United States,

and identify three principles that guided the creation of the nation’s

telecommunications structure.

5. Discuss the role the U.S. government has played over the past two

decades in coordinating and controlling the Internet.