COM12: History of Mass Communication

Lecturer: Donald Paul S. Antone

Week 4.1 - 4.2

ACTIVITY

Comment: internet usage per day, device used, purposes

THE INTERNET
THE INTERNET
Origins:

• Telegraph started the thought

“an apparatus, system, or process for communication at a distance by electric

transmission over wire” (Merriam Webster dictionary)
THE INTERNET
Origins:

• Telegraph
THE INTERNET
Origins:

• Telegraph code
THE INTERNET
Origins:

• Originated as an attack-proof military communications network in the 1960's

with security as one of its goals.
THE INTERNET
Origins:

• Intended to allow scientists at different locations to share information and work

together on military projects
THE INTERNET
Origins:

ARPANET

• Begun in the late 1960s by the Defense Department's Advanced Research

Projects Agency (ARPA), the original internet--called ARPAnet and nicknamed
the net--enabled military and academic researchers to communicate on a
distributed network system.
THE INTERNET
Origins:

ARPANET

• Offers communications "traffic" that would be less likely to get clogged and a
communication system that was more impervious to technical screw ups,
natural disasters, or military attacks
THE INTERNET
• Initially described as the information highway

Implication?
THE INTERNET
• Initially described as the information highway

Implication?

– goal of the Internet was to build a new media network, a new superhighway, to replace
traditional media (e.g., books, newspapers, television, and radio), the old highway
THE INTERNET
• uniquely lacks technological limitations on how large its databases of content
can grow and how many people around the globe can be connected to it
THE INTERNET
• has new innovations and capabilities appear rapidly online which can be
challenges and opportunities to the traditional media

– Example: “the cloud”

THE INTERNET
• the cloud
– is the delivery of on-demand computing resources — everything from applications to data
centers — over the Internet on a pay-for-use basis (ibm.com)

• …so why is this a challenge for traditional television, for instance?

THE INTERNET
Some notable innovations:

– Internet of Things (IOT)

– Google’s Guetzli JPEG encoder, which enables webmasters to create fast loading web pages
THE INTERNET’S COMMERCIAL STRUCTURE
THE INTERNET’S COMMERCIAL STRUCTURE
Four Key Areas:

1. Internet service

2. Web browsing

3. e-mail

4. Web directories / search engines

THE INTERNET’S COMMERCIAL STRUCTURE
Four Key Areas:

1. Internet service

– Offer connections to users of Web system

(ex. Globe, SMART, PLDT, DITO, AOL, AT&T, Verizon, TOT, CAT, True, 3BB…)
THE INTERNET’S COMMERCIAL STRUCTURE
Four Key Areas:

2. Web browsing

– most common interface with the internet

(ex. Mosaic, Netscape, IE, Safari, Opera, Google Chrome)
THE INTERNET’S COMMERCIAL STRUCTURE
Four Key Areas:

3. e-mail

• popular use of the internet

(ex. Web corporations’ free emails, like hotmail of Microsoft, gmail of Google,
etc.)
THE INTERNET’S COMMERCIAL STRUCTURE
Four Key Areas:

4. Web directories / search engines

• Ways to navigate our way in the vast amount of information

THE INTERNET’S COMMERCIAL STRUCTURE
Four Key Areas:

4. Web directories / search engines

• Directories, specifically, rely on people to review and catalogue Web sites,

creating categories with hierarchical topic structures that can be browsed.
INTERNET DIRECTORY TRIVIA
Yahoo! was the first company to provide such a service. Yahoo! started as a
hobby to keep track of all the information on the Web. In 1994, Stanford
University graduate students Jerry Yang and David Filo created a Web page
—“Jerry and David’s Guide to the World Wide Web”— to organize their
favorite Web sites, first into categories, then into more and more
subcategories as the Web grew. At that point, the entire World Wide Web
was almost manageable, with only about twenty-two thousand Websites.
(By 2008, Google announced it had indexed more than one trillion Web
pages, up from one billion in 2000). The guide made a lot of sense to other
people, and soon enough Yang and Filo renamed it the more memorable
“Yahoo!” and started what would become a very profitable corporation and
an important player in the Web’s continuing development.
THE INTERNET’S COMMERCIAL STRUCTURE
Four Key Areas:

4. Web directories / search engines

• Search engines allow users to enter key words or queries to locate related Web
pages
THE INTERNET’S COMMERCIAL STRUCTURE
Four Key Areas:

4. Web directories / search engines

• Search engines use algorithms – 1st to calculate the number of times a key word
shows up on a page; 2nd calculates how many other pages link with a web page
SEARCH ENGINE TRIVIA
• Google, released in 1998, became a major success because it introduced a new
algorithm that mathematically ranked a page’s “popularity” on the basis of how
many other pages linked to it. Users immediately recognized Google’s
algorithm as an improvement, and it became the favorite search engine almost
overnight. Even other Web companies chose to use Google’s search engine on
their sites. By 2010, Google’s market share accounted for about 71 percent of
searches in the United States, while Yahoo!’s share was about 15 percent and
Microsoft’s Bing was about 9.5 percent.

• 4
SEARCH ENGINE TRIVIA
Global market share:
SEARCH ENGINE TRIVIA
Global market share: 2020 (https://saasscout.com/statistics/global-market-share-of-search-engines/)
SEARCH ENGINE TRIVIA
Global market share: 2022 https://gs.statcounter.com/search-engine-market-share/all/philippines
INTERNET APPLICATIONS UNDER WEB 1.0

• read-only content and static HTML websites

– users navigated the web through link directories of Yahoo

INTERNET APPLICATIONS UNDER WEB 2.0

• user-generated content and the read-write web

• users consumed as well as contributed information through instant messaging,

blogs or social media sites (= online collaboration, or users’ interaction with
others)
INTERNET TODAY: WEB 3.0
• Semantic web

– data driven

– data will come from the user and the web will essentially adjust to meet the needs of the
user

– a system that enables machines to "understand" and respond to complex human requests
based on their meaning

.
INTERNET TODAY: WEB 3.0
How semantic web works:

• it extends the network of hyperlinked human-readable web pages by inserting machine-

readable metadata about pages and how they are related to each other

– enables automated agents to access the Web more intelligently and perform more tasks on behalf of users
INTERNET TODAY: PROOF OF MEDIA CONVERGENCE
• Media convergence in our personal computers

• Smartphones and touchscreen technology

CLASH OF VALUES OVER THE INTERNET

• The Battle over Inappropriate Material

• The Challenge to Keep Personal Information Private

• The Economics of Access and the Digital Divide

NOTE: all of the above have implications on “regulations”

DIGITAL DIVIDE
• refers to the growing contrast between "information haves" and "information
have-nots“
– inequality in access of information …

• additionally slow connection vs. fast connection

FUTURE OF THE INTERNET
Web 4.0

• The “Mobile Web”

• Designed to adapt to it’s mobile surroundings and connects all devices in the
real and virtual world in real-time
FUTURE OF THE INTERNET
• The Internet of Everything or Internet of Things

– describes adding connectivity and intelligence to just about every device in order to give
them special functions
FUTURE OF THE INTERNET
• The Internet of Everything

– existence of an internet ecosystem

FUTURE OF THE INTERNET
• The Internet of Everything

– will include further versions of the Web (4.0)

– will include virtual reality elements; artificial intelligence as a result of “distributed
computing”

several computers collaborate on processing jobs

FUTURE OF THE INTERNET
FUTURE OF THE INTERNET

• https://enterrasolutions.com/blog/trends-2022-the-internet-of-
things/#:~:text=The%20IoT%20market%20is%20expected,ben
efit%20citizens%20from%20economic%20aspects.%E2%80%9
D
FUTURE OF THE INTERNET
Web 5.0

• “symbiotic” web (in development)

• will be about the (emotional) interaction between humans and computers.

WEB VERSION SUMMARY

• Web 0.0 – The Development of the Web

• Web 1.0 – The Read-Only Web
• Web 2.0 – The Social (Read-Write) Web
• Web 3.0 – The Semantic (Read-Write-Execute) Web
• Web 4.0 – The Mobile Web
• Web 5.0 – The Intelligent / Emotional (Symbiotic) Web
WEB VERSION SUMMARY

Eras of the Web:

https://www.business2community.com/tech-gadgets/eras-of-the-web-web-0-0-t
hrough-web-5-0-02239654
ASSIGNMENT

• Read about “Net Neutrality”