The World Wide Web: A Mass Communication Perpective

by Kaye, Barbara K.; Medoff, Norman J.

• ISBN13: 9780767400305
• ISBN10: 0767400305
• Format: Paperback
• Copyright: 1999-02-01
• Publisher: McGraw-Hill College

Table of Contents

PREFACE	v
I INTRODUCTION TO THE INTERNET AND THE WORLD WIDE WEB	1	(41)
THE INTERNET	2	(4)
What Is the Internet?	2	(4)
World Wide Web	3	(1)
Gopher	3	(1)
Wide Area Information Service	4	(1)
Electronic Mail	4	(1)
Listservs	5	(1)
Usenet Newsgroups	5	(1)
Chat Forums	5	(1)
MUDs, MOOs, and MUSHes	6	(1)
PROFILE OF WEB USERS AND WEB SITES	6	(1)
COMMUNICATION MODELS AND THE WORLD WIDE WEB	7	(2)
THE WORLD WIDE WEB AND THE MASS MEDIA	9	(5)
Technology	9	(1)
Content	10	(1)
Characteristics of Traditional Mass Media	11	(2)
Audience	11	(1)
Time	11	(1)
Display and Distribution	12	(1)
Distance	12	(1)
Storage	13	(1)
Characteristics of the Web	13	(1)
HISTORY OF THE INTERNET AND THE WORLD WIDE WEB	14	(2)
HOW THE INTERNET AND THE WEB WORK	16	(3)
CONNECTING TO THE INTERNET	19	(4)
Internet Service Providers	19	(1)
Internet Addresses	19	(1)
Domain Name Disputes	20	(2)
A Solution for Domain Names Problems	22	(1)
NAVIGATING THE WORLD WIDE WEB	23	(8)
Net Browsers	23	(1)
Hypertext Markup Language	24	(2)
Java	26	(2)
Moving around the Web	28	(1)
Hot Links and Buttons	28	(1)
Uniform Resource Locator (URL)	29	(1)
Bookmarks	29	(2)
SELECTING A WEB BROWSER	31	(3)
ONLINE SERVICES	34	(1)
SUMMARY: THE INTERNET AND THE WORLD WIDE WEB	35	(1)
CHAPTER LINKS	36	(1)
REFERENCES	37	(5)
2 SEARCHING THE WEB	42	(35)
TRUSTING WEB SOURCES	43	(5)
Public Trust in the Web	44	(1)
Evaluating Web Content	45	(1)
Verifying Web Content	46	(1)
Citing Web Sources	47	(1)
USING THE WEB FOR RESEARCH	48	(24)
Search Services	49	(1)
Yahoo!	50	(1)
How Search Engines Work	51	(2)
Database Construction	51	(1)
Easy-to-Use Searches	51	(1)
Order of Entry	52	(1)
Numbered Sets	52	(1)
Truncation	52	(1)
Fields	52	(1)
Relevancy Ranking	53	(1)
Customized Results List	53	(1)
Direct Links and Other Features	53	(1)
Searching Strategies	53	(2)
Boolean Logic	54	(1)
Comparing Search Queries	54	(1)
Using Search Services	55	(4)
Alta Vista	55	(1)
Excite	55	(1)
Infoseek Guide	57	(1)
Lycos	58	(1)
WebCrawler	58	(1)
Yahoo!	59	(1)
CUSI, SUSI, and Meta Searching	59	(1)
Online Directories	59	(2)
Searching for People	61	(1)
Conducting a Search	61	(2)
Selecting a Search Service	63	(2)
Push Technology	65	(2)
Other Internet Resources	67	(3)
Listservs	67	(1)
Usenet Newsgroups	68	(2)
Communication-Related Web Resources	70	(1)
Other Web Resources	71	(1)
SUMMARY: GETTING THE MOST OUT OF THE WEB	72	(1)
CHAPTER LINKS	73	(1)
REFERENCES	74	(3)
3 INTERNET RADIO	77	(27)
THE GROWTH OF INTERNET RADIO	78	(2)
INTERNET RADIO VERSUS OVER-THE-AIR RADIO	80	(3)
Benefits of Internet Radio	80	(2)
Challenges of Internet Radio	82	(1)
REAL-TIME AUDIO: WHAT IT DOES	83	(3)
REAL-TIME AUDIO: HOW IT WORKS	86	(1)
RealAudio Encoder	86	(1)
RealAudio Player	87	(1)
NETCASTING NETWORKS	87	(1)
CYBERCASTING RADIO STATIONS	88	(2)
Broadcast Stations on the Web	88	(2)
INTERNET RADIO PROGRAMS	90	(3)
Web-Only Radio: Networks and Stations	92	(1)
CYBERMUSIC	93	(2)
INTERNET RADIO AND THE FEDERAL COMMUNICATIONS COMMISSION	95	(1)
PRODUCING AN INTERNET RADIO SHOW	96	(3)
Internet Radio Signal Path	96	(1)
Types of Audio File Transfer	97	(1)
Program Delivery	98	(1)
Producing an Audio File	98	(1)
SUMMARY: WHERE DOES INTERNET RADIO GO FROM HERE?	99	(1)
CHAPTER LINKS	100	(1)
REFERENCES	101	(3)
4 TELEVISION ENTERTAINMENT	104	(41)
THE WEB AND TELEVISION ENTERTAINMENT	105	(1)
TELEVISION DELIVERY SYSTEMS	105	(4)
Broadcast	106	(1)
Cable Television	106	(1)
Multichannel Multipoint Distribution Service	106	(1)
Direct Broadcast Satellite	107	(1)
High Definition Television	107	(1)
Interactive Television	108	(1)
WEB DELIVERY SYSTEMS	109	(3)
The Web and Interactivity	109	(1)
Intercasting	109	(1)
Set-Top Boxes, PCTV, and Hybrid Systems	109	(3)
Cable Modems	112	(1)
TELEVISION, THE WEB, AND AUDIENCE USE	112	(5)
Audience Fragmentation	112	(2)
Remote Control Devices	114	(1)
Instrumental and Ritualistic Use	115	(1)
Selecting Television Programs and Web Sites	115	(1)
Channel and Web Site Repertoire	116	(1)
Using the Web as Television	117	(1)
TELEVISION AND THE WEB: CONTENT	117	(9)
Broadcast Networks on the Web	119	(2)
ABC	119	(1)
CBS	119	(1)
NBC	120	(1)
Fox	121	(1)
Cable Networks on the Web	121	(2)
TV Entertainment Sites	123	(1)
Television Affiliates with Web Sites	124	(2)
CYBERPROGRAMS: NETWORK AND WEB-ONLY	126	(8)
Children's Programs	126	(1)
Children's Web-Only Programs	126	(1)
Dramatic Shows	126	(1)
Web-Only Drama	127	(1)
Game Shows	127	(1)
Talk and Entertainment Programs	127	(2)
Web-Only Talk and Entertainment Programs	129	(1)
Web-Only Informational Programs	129	(1)
Web-Only Reality Programs	129	(1)
Web-Only Adventure Programs	130	(1)
Network Soaps Online	131	(1)
Cybersoaps	131	(2)
Other Webcast Programs	133	(1)
Simulcast Programs	133	(1)
ONLINE TV/WEB LISTINGS	134	(2)
NetGuide Live	134	(1)
Television Program Guides Online	134	(2)
THE WEB ON TELEVISION	136	(1)
SUMMARY: TELEVISION OF TOMORROW	137	(1)
CHAPTER LINKS	138	(2)
REFERENCES	140	(5)
5 NEWS AND SPORTS ON THE WEB	145	(39)
NEWS ON THE WEB	146	(1)
NEWS SOURCES	147	(1)
DELIVERING NEWS ON THE WEB	148	(4)
Advantages of Online Delivery	149	(1)
Disadvantages of Online Delivery	149	(3)
HISTORY OF NEWS DELIVERY	152	(8)
From Newspapers to Netpapers	152	(4)
Netpapers	153	(1)
Fee-for-Service Netpapers	154	(1)
Print Journalists in an Online World	155	(1)
From Printed News Magazines to Online News Magazines	156	(1)
From Over-the-Air Radio to Net Radio	157	(1)
From Television News Broadcasts to Netcasts	158	(2)
Netcasting	160	(1)
COMING TOGETHER ON THE WEB	160	(5)
Media Characteristics	160	(1)
Editorial Standards	161	(1)
Media Preferences	162	(1)
Effectiveness and Recall of Online News	163	(1)
Compiling Online News	163	(2)
EXAMPLES OF MEDIA ON THE WEB	165	(13)
Large Circulation Newspapers	165	(1)
New York Times	165	(1)
USA Today	165	(1)
Washington Post	165	(1)
Medium and Small Circulation Newspapers	166	(3)
Santa Rosa Press Democrat	166	(1)
Standard Times	167	(1)
New Century Network	167	(2)
News Magazines	169	(1)
Newsweek	169	(1)
Time	169	(1)
U.S. News & World Report	169	(1)
Electronic Newsstand	169	(1)
Radio News	170	(1)
National Public Radio	170	(1)
Television News: Broadcast and Cable Networks	171	(4)
ABC	171	(1)
CBS	171	(1)
NBC	172	(1)
MSNBC	172	(2)
FoxNews	174	(1)
CNN Interactive	174	(1)
Local Television News	175	(1)
Sporting News	175	(3)
ESPN SportsZone	175	(1)
CBS SportsLine	176	(1)
National Basketball Association	177	(1)
SUMMARY: ONLINE NEWS	178	(1)
CHAPTER LINKS	179	(1)
REFERENCES	180	(4)
6 MARKETING AND PUBLIC RELATIONS	184	(44)
MARKETING ON THE WEB	185	(7)
To Go Online or Not to Go Online?	187	(5)
Types of Commercial Web Sites	188	(2)
Costs of Establishing and Maintaining a Web Site	190	(1)
Is Anyone Making Money?	191	(1)
THE FOUR P'S AND FOUR C'S OF MARKETING	192	(11)
Integrating Product and Consumer Functions on the Web	194	(2)
Relationship Marketing	194	(1)
Value-Added Content	195	(1)
Pricing and Cost Components of Web Marketing	196	(2)
Online Revenue Models	196	(2)
Online Pricing and Cost Strategies	198	(1)
The Web as a Place--Convenience	198	(2)
What Works What Sells	198	(2)
Cyber-Promotion and Communication	200	(3)
Promotion	200	(1)
Push Marketing	201	(1)
Customer Feedback	202	(1)
SECURITY AND PRIVACY ISSUES	203	(6)
Security	203	(2)
Privacy	205	(1)
Online "Seals of Approval"	206	(1)
Cookies	207	(1)
Protecting Web Site Croners	208	(1)
MARKET RESEARCH	209	(1)
MEASURING SUCCESS	210	(1)
CYBERMARKETS	211	(2)
An Online Catalog of Catalogs	212	(1)
TAPPING INTO THE COLLEGE MARKET	213	(1)
PUBLIC RELATIONS	214	(8)
What Is Public Relations?	215	(1)
History of Public Relations	216	(1)
Public Relations and the Internet	217	(1)
Using Internet Resources for Public Relations Purposes	218	(4)
E-mail	218	(2)
Listservs and Usenet Newsgroups	220	(1)
The Web	220	(2)
SUMMARY: ONLINE MARKETING AND PUBLIC RELATIONS	222	(1)
CHAPTER LINKS	223	(1)
REFERENCES	224	(4)
7 ADVERTISING	228	(44)
ADVERTISING AND THE WORLD WIDE WEB	229	(6)
Web Advertising Versus Web Marketing	230	(1)
The Transition to Internet Advertising	231	(1)
Benefits of Online Advertising	232	(3)
Advertiser's Perspective	232	(2)
Consumer Perspective	235	(1)
ADVERTISING RATES	235	(5)
Cost per Thousand	235	(2)
Size-Based Pricing	237	(1)
Click-Through Rates	237	(2)
Result-Based Fees	239	(1)
Advertising Exchanges	240	(1)
Discounts	240	(1)
What Advertisers Want to Pay	240	(1)
SELLING THE MEDIUM	240	(9)
Sales Force	240	(1)
Online Campaign Management	241	(1)
Advertising Sales and Buys	242	(7)
Banner Ads	242	(1)
Chat Rooms	243	(1)
Online Games	243	(1)
Sponsorships	243	(1)
Product Placement	244	(1)
Infomercials	245	(1)
Classified Advertising	245	(1)
Coupons	246	(1)
Newsletters	247	(1)
E-mail Advertising	247	(2)
Intranets	249	(1)
WEB RATINGS AND MEASUREMENT	249	(5)
Web Ratings	249	(2)
Web Auditors	251	(1)
Web Auditing	252	(1)
Measurement Standards	253	(1)
THE TECHNOLOGY OF WEB ADVERTISING	254	(2)
EFFECTIVENESS OF ONLINE ADVERTISING	256	(2)
ONLINE AD SPENDING AND REVENUE	258	(2)
ZAPPING CYBER-ADS	260	(1)
ONLINE ADVERTISING ASSOCIATIONS	261	(1)
AGENCY PRESENCE ON THE WEB	262	(1)
SUMMARY: A NEW MEDIUM FOR ADVERTISING	263	(2)
CHAPTER LINKS	265	(1)
REFERENCES	266	(6)
8 WEB SITE DESIGN, PRODUCTION, AND AESTHETICS	272	(23)
DESIGNING A WEB SITE	273	(10)
Going Online	274	(4)
Establishing a Purpose and Setting Goals	274	(1)
Understanding Motivations and Targeting an Audience	275	(1)
Determining the Type of Site Needed and Hiring Personnel	276	(1)
Online Content	276	(2)
Organizing a Web Site	278	(5)
Mapping	278	(2)
Grouping Subjects Together	280	(1)
Establishing Linking Pages	281	(2)
GRAPHIC ISSUES	283	(5)
Types of Graphic Files	283	(1)
GIF Files	283	(1)
JPEG Files	284	(1)
File Size	284	(1)
Downloading Graphics	285	(1)
Legal Considerations	285	(2)
Graphics Differences among Browsers	287	(1)
Using Graphics Wisely	288	(1)
TIPS FOR EFFECTIVE WEB SITE DESIGN	288	(2)
EVALUATING A WEB SITE	290	(3)
SUMMARY: SITE DESIGN	293	(1)
CHAPTER LINKS	293	(1)
REFERENCES	293	(2)
9 SOCIAL IMPLICATIONS	295	(15)
INTERNET USE, ABUSE, AND ADDICTION	296	(2)
MASS MEDIA USE	298	(1)
SOCIETAL CHANGES AND TECHNOLOGY	299	(2)
Gemeinschaft and Gesellschaft	299	(1)
Mass Society and Mass Communication	300	(1)
EFFECTS OF MEDIA MESSAGES	301	(4)
Cognitive Change	301	(1)
Emotional or Attitudinal Change	302	(2)
Behavioral Change	304	(1)
A CHANGING SOCIETY	305	(2)
SOCIAL CONCERNS AND THE WEB	307	(1)
Information Haves and Have Nots	307	(1)
Financial Barriers	308	(1)
SUMMARY: THE WEB'S POTENTIAL IMPACT ON SOCIETY	308	(1)
CHAPTER LINKS	308	(1)
REFERENCES	309	(1)
10 THEORETICAL CONSIDERATIONS	310	(16)
A THEORETICAL PERSPECTIVE FOR THE WORLD WIDE WEB	311	(5)
Mass Media and the Internet	311	(1)
Beginnings of Mass Communication Research	312	(1)
Attitudes	312	(1)
Social Differentiation	313	(1)
Media Selection	313	(3)
Agenda Setting	316	(1)
NEW THEORETICAL PERSPECTIVES	316	(6)
Uses and Gratifications	316	(2)
Selective Exposure	318	(1)
Critical Mass	319	(1)
Diffusion of Innovation	319	(1)
Play Theory	320	(1)
Cultivation	321	(1)
SUMMARY: USING MASS COMMUNICATION THEORIES TO UNDERSTAND THE WEB	322	(2)
CHAPTER LINKS	324	(1)
REFERENCES	324	(2)
II ETHICS AND LEGAL ISSUES	326	(23)
ETHICS AND ETHICAL BEHAVIOR	327	(1)
ETHICS AND THE MASS MEDIA	327	(4)
Fin-Syn Rules	328	(1)
Station Ownership	329	(1)
Ethical Guidelines	329	(2)
ETHICAL PERSPECTIVES	331	(3)
Deontological Perspective	331	(1)
Teleological Perspective	331	(3)
LEGAL ISSUES	334	(6)
Free Speech on the Internet	334	(1)
Recent Legislation	335	(1)
Community Standards	336	(1)
Privacy	336	(1)
E-mail	337	(1)
Electronic Transactions	337	(1)
Encryption	338	(1)
Key Escrow	338	(1)
Sale of Information	339	(1)
COPYRIGHT AND INTELLECTUAL PROPERTY	340	(3)
Subject Matter of Copyright	341	(1)
Fair Use Doctrine	341	(1)
Some Copyright Guidelines	341	(1)
Piracy: Music	342	(1)
Piracy: Software	342	(1)
INTERNET TAXATION	343	(3)
SUMMARY: ETHICS AND LAW AS BEHAVIORAL GUIDELINES	346	(1)
CHAPTER LINKS	347	(1)
REFERENCES	347	(2)
12 CAREER OPPORTUNITIES AND FUTURE DIRECTIONS	349	(24)
CAREER OPPORTUNITIES	350	(10)
Searching for Employees	350	(2)
Searching for Employment	352	(5)
Posting Resumes Online	352	(4)
Using Online Employment Services	356	(11)
Jobs in a Cyberworld	357	(2)
Webmaster	357	(1)
Other Internet Jobs	358	(1)
Getting Experience	359	(1)
AS THE WORLD WIDE WEB TURNS	360	(8)
Trends	361	(2)
Speed	363	(1)
Realism	363	(1)
VRML	364	(1)
Ease of Use	365	(1)
Other Useful Applications	365	(1)
Problems	366	(1)
HTML and DHTML	367	(1)
Collaborative Filtering	368	(1)
SUMMARY: BE PART OF THE ONLINE FUTURE	368	(2)
CHAPTER LINKS	370	(1)
REFERENCES	370	(3)
APPENDIX: URLs	373	(14)
GLOSSARY	387	(8)
CREDITS	395	(2)
INDEX	397