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Unformatted text preview: CHAPTER TWELVE The Internet and the World Wide Web In just 20 years . . . The Internet and the World Wide Web reached 50 percent of U.S. households faster than any preceding media technology. Prior to 1990, few people outside the scientific community had heard of the Internet. Today, the Internet is indispensable for most of us. Today's college generation was the first to grow up with technology that enabled selfcentered messages to compete with traditional media content. The result is a generation that expects to generate and share messages, while also absorbing traditional media content. So far, we've learned that as household broadband Internet access became commonplace, the convergence of "new" and "old" media ("clicks" and "bricks") changed the distribution systems of traditional media content. Perspective: The dominant massmedia narrative of the early 21st century may turn out to be the struggles of established media industries against a Web that makes their products remarkably available for free. Media convergence was driven by bundling a traditional mass medium (cable TV) with common carriers (local and long distance telephone service, Internet service providers). Media convergence is an outcome of electronic digital computing. The first persons to "make electricity think" in the form of a fully electronic digital computer were Dr. John Mauchly and Mr. Presper Eckert, who with others developed the Electronic Numerical Integrator And Compu...
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This note was uploaded on 01/19/2011 for the course COM 250 taught by Professor Staff during the Spring '08 term at Purdue University.

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