The World Wide Web: A Mass Communication Perpective

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

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ISBN: 9780767400305 | 0767400305
Cover: Paperback
Copyright: 2/1/1999

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PREFACE

I INTRODUCTION TO THE INTERNET AND THE WORLD WIDE WEB

(41)

THE INTERNET

(4)

What Is the Internet?

(4)

World Wide Web

(1)

Gopher

(1)

Wide Area Information Service

(1)

Electronic Mail

(1)

Listservs

(1)

Usenet Newsgroups

(1)

Chat Forums

(1)

MUDs, MOOs, and MUSHes

(1)

PROFILE OF WEB USERS AND WEB SITES

(1)

COMMUNICATION MODELS AND THE WORLD WIDE WEB

(2)

THE WORLD WIDE WEB AND THE MASS MEDIA

(5)

Technology

(1)

Content

(1)

Characteristics of Traditional Mass Media

(2)

Audience

(1)

Time

(1)

Display and Distribution

(1)

Distance

(1)

Storage

(1)

Characteristics of the Web

(1)

HISTORY OF THE INTERNET AND THE WORLD WIDE WEB

(2)

HOW THE INTERNET AND THE WEB WORK

(3)

CONNECTING TO THE INTERNET

(4)

Internet Service Providers

(1)

Internet Addresses

(1)

Domain Name Disputes

(2)

A Solution for Domain Names Problems

(1)

NAVIGATING THE WORLD WIDE WEB

(8)

Net Browsers

(1)

Hypertext Markup Language

(2)

Java

(2)

Moving around the Web

(1)

Hot Links and Buttons

(1)

Uniform Resource Locator (URL)

(1)

Bookmarks

(2)

SELECTING A WEB BROWSER

(3)

ONLINE SERVICES

(1)

SUMMARY: THE INTERNET AND THE WORLD WIDE WEB

(1)

CHAPTER LINKS

(1)

REFERENCES

(5)

2 SEARCHING THE WEB

(35)

TRUSTING WEB SOURCES

(5)

Public Trust in the Web

(1)

Evaluating Web Content

(1)

Verifying Web Content

(1)

Citing Web Sources

(1)

USING THE WEB FOR RESEARCH

(24)

Search Services

(1)

Yahoo!

(1)

How Search Engines Work

(2)

Database Construction

(1)

Easy-to-Use Searches

(1)

Order of Entry

(1)

Numbered Sets

(1)

Truncation

(1)

Fields

(1)

Relevancy Ranking

(1)

Customized Results List

(1)

Direct Links and Other Features

(1)

Searching Strategies

(2)

Boolean Logic

(1)

Comparing Search Queries

(1)

Using Search Services

(4)

Alta Vista

(1)

Excite

(1)

Infoseek Guide

(1)

Lycos

(1)

WebCrawler

(1)

Yahoo!

(1)

CUSI, SUSI, and Meta Searching

(1)

Online Directories

(2)

Searching for People

(1)

Conducting a Search

(2)

Selecting a Search Service

(2)

Push Technology

(2)

Other Internet Resources

(3)

Listservs

(1)

Usenet Newsgroups

(2)

Communication-Related Web Resources

(1)

Other Web Resources

(1)

SUMMARY: GETTING THE MOST OUT OF THE WEB

(1)

CHAPTER LINKS

(1)

REFERENCES

(3)

3 INTERNET RADIO

(27)

THE GROWTH OF INTERNET RADIO

(2)

INTERNET RADIO VERSUS OVER-THE-AIR RADIO

(3)

Benefits of Internet Radio

(2)

Challenges of Internet Radio

(1)

REAL-TIME AUDIO: WHAT IT DOES

(3)

REAL-TIME AUDIO: HOW IT WORKS

(1)

RealAudio Encoder

(1)

RealAudio Player

(1)

NETCASTING NETWORKS

(1)

CYBERCASTING RADIO STATIONS

(2)

Broadcast Stations on the Web

(2)

INTERNET RADIO PROGRAMS

(3)

Web-Only Radio: Networks and Stations

(1)

CYBERMUSIC

(2)

INTERNET RADIO AND THE FEDERAL COMMUNICATIONS COMMISSION

(1)

PRODUCING AN INTERNET RADIO SHOW

(3)

Internet Radio Signal Path

(1)

Types of Audio File Transfer

(1)

Program Delivery

(1)

Producing an Audio File

(1)

SUMMARY: WHERE DOES INTERNET RADIO GO FROM HERE?

(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)

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)

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

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The World Wide Web: A Mass Communication Perpective

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