PR truyền thông - Chapter 12: The internet and the world wide web

The Internet and the World Wide WebChapter 12© 2009, The McGraw-Hill Companies, Inc. All rights reserved.1CHAPTER OUTLINEA Brief History of the ComputerThe InternetStructure And Features of the InternetThe Evolving InternetEconomicsFeedbackSocial ImplicationsThe Future: The Evernet 2A BRIEF HISTORY OF THE COMPUTEREarliest computers were basically adding machinesPascal’s arithematiqueBabbage & Byron’s analytical engineHollerith’s punch cardsAiken’s Mark ITransistors, integrated circuits (1950s)Personal computers (1970s)ModemLocal Area Networks (LAN)3THE INTERNETThe Internet is a network of computer networksNo one owns or run the InternetThere is no “Internet company”4From ARPANET to Internet (1 of 2)Cold War idea: keep vital computer networks connectedDecentralizedInformation bundled in Internet Protocol packetsARPANET (Advanced Research projects Agency Network)1980s NSF (National Science Foundation)More widespread network5From ARPANET to Internet (2 of 2)1990s key developmentsWorld Wide Web and hypertextBrowsersSearch enginesMid-2000sInternet more popular than ever2005: more than 400 million host computers connected to web6STRUCTURE AND FEATURES OF THE INTERNETTCP/IP: Transmission Control Protocol/ Internet ProtocolAllows computers to talk with other computersAccess to the InternetISPs (Internet Service Providers)OSPs (Online Service Providers)7E-MailElectronic mail (e-mail)Fast, cheap, reliableCan send text, graphics, and much moreDrawbacksNot suited for all message contentNot as private as lettersSpamTime loss8NewsgroupsInternet equivalent of bulletin boardsBased on themes, or specialized topicsPeople read and post messagesMore than 40,000 newsgroups9World Wide WebWWW: network of varied information sourcesHypertext allows nonlinear linkagesThe web is part of the Internet (terms not synonymous) WWW includes Web sites, web pages, home pages, portalsURL: Uniform resource locatorwww.uga.edu (University of Georgia) 3.3 billion pages by 200685% in English, German, French, Japanese10Online Service ProvidersOSPs key during formative years of InternetProvide exclusive information and entertainment plus access to InternetAOL (America Online) was biggest OSPAt its peak, AOL had 29 million subscribersNow a free serviceMSN (Microsoft Network) 2nd largest OSP11THE EVOLVING INTERNETPredictions are riskyMost experts agree on a few trends likely to change the web12BroadbandInternet transmission channel fast enough for the large information transfers required byVideo-on-demand, interactive TV, streaming video, downloadable moviesBroadband access is by satellite modem, cable modem, DSL (Digital Subscriber Line)2007: 50% of US homes have broadbandUS lags behind 24 other countries13Going Mobile: The Wireless WebWireless Internet access will increase as wireless technology becomes more commonLaptop computers, cell phones, PDAsWiFi: Wireless Fidelity14Web 2.0New, interactive ways of using the InternetSecond-generation web services, reflecting sharing and collaborationSocial networking sitesUser-generated sitesGroup-effort sitesWeb 1.0 was about consuming content; Web 2.0 is about generating and sharing contentTo entrepreneurs, Web 2.0 = site representing little risk and huge rewards potential15Monetizing the WebMonetizing: Converting something to moneyInvestors and many web site operators want to convert visitors into monetary rewardDifferent web 2.0 sites approach monetizing differentlyFees for extra services, display advertising, sponsored links, etc16BlogsBlogs (weblogs) allow people to produce their own journals about whatever they want.A web 2.0 applicationAlmost anyone can become a mass communicatorBlogging took off when software made it easy to create and post blogs“Blogosphere” doubles every six monthsBlogs have influenced traditional media17Voice-Over-Internet-Protocol (VOIP)Supports telephone calls over broadband Internet connectionsCable systems and Internet providersCheaper than traditional phone servicesQuality and reliability may not be as highVulnerable to spam, viruses, hackers18ECONOMICSWe will look at the impact of the Internet on the national economy, e-commerce, and then the finances of individual web sites19The Internet and the National EconomyAbout 40% of publicly-traded Internet companies profitable (E-Bay, Expedia, Yahoo)Traditional companies use Internet more effectivelyTraditional stores use Internet as additional revenue streamInternet can be an effective business tool20E-CommerceSelling goods and services onlineTwo typesTraditional consumer commerceB2B (business-to-business), or E-businessConsumer e-commerce $240 billion worldwide by 2007B2B e-commerce $2 trillion worldwide by 200621Web Site EconomicsMain ways to make money over the InternetSite subscriptionProduct/service salesAdvertising sales22FEEDBACKAudience data provided byComScoreNielsen/NetRatings23Audiences2/3 of US adults use the Internet dailyMore than 80 million adults use Internet on any given dayInternet audience mirrors US population demographicsTop 5 activities: email, news, shop, pay bills, send instant messagesWeb 2.0: increased popularity of blogging, sharing videos, social networking is likely 24SOCIAL IMPLICATIONSThe social implications of the Internet are constantly changing, but some are clear:25A New Model for NewsThe Internet supplements surveillance function of news mediaAny blogger can become a reporter“Top-down” model of news has shifted: news can start at source and go “sideways” to anyoneBlogs provide checks and balances for traditional mediaThe Internet also expands the media’s interpretation function26Lack of GatekeepersGatekeepers serve as evaluators of informationWithout gatekeepers, the Internet can be overwhelmed with unwanted messagesWe must evaluate the credibility of online information ourselvesNo gatekeepers = no censorshipCan provide additional information, but may be partisan27Information OverloadThe Internet is an unparalleled information retrieval sourceWe might retrieve so much information on a subject that we are overwhelmed rather than helped28Privacy ConcernsInternet databases provide information about many peopleIdentity theft is more easyLaws and regulations have been discussedSome say that voluntary guidelines are better than laws29Escapism and IsolationInternet addictionSome early studies found heavy Internet users to show signs of isolation and depressionSubsequent studies did not find the same lineMany people go online to engage with others30THE FUTURE: THE EVERNET The Evernet is the successor to the InternetAlso called the Supranet or Internet IIConvergence of wireless, broadband, other devicesWill result in being continuously connected to the Internet, anywhere, with any information deviceStaggering implications31