#NH1074Ward COM 107 is the Communications and Society class at the S.I. Newhouse School of Public Communications taught by DR4WARD

1. Chapter 2
The Internet, Digital Media,
and Media Convergence

2. The Birth of the Internet
• ARPAnet: begun by the Defense Department
• No central authority, therefore no way to shut
down
• This effort gave birth to the
Internet.

3. The Birth of the Internet
• Two key innovations:
• E-mail
• Bulletin boards
• As Internet use proliferated, entrepreneurs
took notice.

4. The Net Widens
• Microprocessors signaled the Net’s marketability.
• Allowed for the first personal computers
• By the mid-1980s, fiber-optic cables became the
standard.
• By the late 1980s, a growing community set the
stage for the Net’s emergence as a mass
medium.

6. Web 1.0: The World Begins to
Browse
• Tim Berners-Lee developed
the World Wide Web at CERN
in the late 1980s.
• With Web browsers, users
can navigate the Web.

7. • What is the internet, anyway?

8. The Commercial Structure of the Web
• In the beginning, commercial entities seeking to
capture business in four areas:
• Internet Service
• Web Browsing
• E-mail
• Web directories/search engines

9. Web 2.0
• New methods of distributing information:
• Instant messaging
• Blogs
• Wiki Web sites
• Social media sites

10. Social Media
• Emphasis on user-generated content
through an online platform
• Creates a dialogue and social
experience between users
• Enables users to communicate to the
masses
• A fundamental shift in how people
discover, read and share

11. Web 3.0
• Semantic Web
• Goal: Create a more organized, meaningful
Web
• Freebase.com

12. Net Neutrality
• Principle that every website
and user has the same
internet network speed and
access
• Open and Neutral Network

13. What’s at Stake Without Net Neutrality?
• Small business
• Innovators
• Political Groups
• Nonprofits
• iPod listeners

14. Media Convergence
• Media converges on our PC.
• Users can access movies (Netflix), music (iTunes),
and much more.
• Smartphones and touchscreen devices can
perform a variety of tasks using third-party
applications.

15. Smartphones and Media
Convergence
“Along with computers,
digital music players, and
a new generation of
touchscreen devices like
the iPad, smartphones
are part of the general
shift to media
convergence in media
devices over the past
decade.”

16. Ownership: Dividing Up the
Web
• Four companies dominate Web 2.0:
• Google
• Microsoft
• Yahoo!
• Facebook

17. What Google Owns
Search Social Networking Mobile
• Google Web Search • Google Buzz • Google Mobile
• Google Blog Search • Google Wave • Google Android
• Google News • Google Knol • Google SMS
• Google Book Search • Orkut • Google Latitude
• Google Scholar • Google Voice
• Google Maps Advertising • Zipdash (navigation
• Google Images • Adwords assistance)
• Google Video • Adsense
• Google Earth • Doubleclick Radio
• Google Sky • Feedburner • dMarc Broadcasting
• Ganji (Chinese language • AdMob • Maestro
search)
Software and Apps
Web Sites and Services • Google Docs
• Blogger • Google Calendar
• Gmail • Google Checkout
• Google Chrome • Google Groups
• Postini • Google Talk
• iGoogle • Gapminder’s Trendalyzer
• YouTube Software (visualization
• Knol graphics)
• Picasa/Panoramio

18. Video Games and Interactive
Environments
• Online interaction with other players is now a
part of video games.
• Massively multiplayer online role-playing games
(MMPORGs) played with an avatar
• Consoles like the Xbox 360, Nintendo
Wii, and Sony PS3 also act as DVD
players, digital video recorders.

19. The Economics and Effects of
Gaming
• By 2010, 60% of U.S. households had a
videogame console.
• Video games are now a $10.5 billion industry.
• Downsides include addiction to playing.
• Future of video games promises to be a more
immersive, portable experience.

20. Targeted Advertising and
Data Mining
• Advertising is part of social networking sites
and e-mail.
• Modern marketing relies on data mining
• E-commerce
• Cookies
• Spyware
• Opt-in, opt-out policies

21. Internet Issues
• Ownership
• Data Mining and Targeted Advertising
• Security
• Appropriateness
• Access
• Alternative Voices

22. Access: The Fight to Prevent a
Digital Divide
• Digital divide
• The growing contrast between “information haves”
and “information have-nots”
• Big gaps in access
• In the United States
• Between the U.S. and the rest of the world