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© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
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
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
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.
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
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.
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
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?
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
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?
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
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)
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
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
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
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.
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
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.
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
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.
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
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.
