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 Protocol How data are transmitted and how computers can locate each other
Internet Internetworking of networks
Data exchange follows specific rules

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

11. World Wide Web
Hypertext The format of material containing links that allow the reader to move from one section to another and from one document to another
Tim Berners-Lee, Enquire Within Upon Everything Wouldn'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.