Assignment

Introduction

During the last two decades of the twentieth century, the large number of communications advances confirms that society has entered the communications/information age. A major component of this new era is the Internet. The Internet is comprised of thousands of computer networks all connected electronically with “backbone” telecommunications hardware, such as telephone links, fiber optics, and satellites. While the full force of Internet activity is not clear, numerous Internet applications in the beginning stages do seem viable, such as selling books, airline tickets, automobiles, and other products. This commercial Internet activity is a departure from traditional information and storefront businesses and signals the beginning of new patterns and practices.

The effects of the Internet beyond these visible activities are less clear. Other, more nebulous, impacts are likely to be labeled unintended, secondary, or unanticipated consequences, yet they are still important. As Bollier notes in an Aspen Institute Conference report, “greater attention should be paid to the unintended consequences …” for these consequences represent a great unknown. Almost as little is known today about the possible impact of the Internet as was known about the impact of television when it was introduced.

1.1

When network television dominated public attention, Americans watched television about 5 h a day, and the network television audience share was about 90%. Even in the 1990s when the network share of the television audience declined to below 60%, a particular network program could attract an audience of over 80 million people. By the 1990s, however, network television no longer dominated the public's attention.

The growth of Internet use has been phenomenal. From 2006 to 2008, according to Nielsen Media Research, the number of people who said they used the Internet increased by 340%. This means that by mid-2008 about 70.5 million adults, roughly 35% of the population, were using the Internet. Inteco, a Connecticut-based media research company, reported that in September 1997, 61 million people had accessed the Internet in the prior 30 days. In May 2008, this figure had jumped to 78 million adults, and by early 2009, 108 million adults, or 55%, had accessed the Internet in the prior 30 days. Inteco estimates that 76 million adults, or 37% of households, have Internet access from their homes. At present, Internet usage remains less than television usage. Nielsen Media research found that in March 2009 the average user spent 7.5 h on the Internet per month. This compares to the 5 h a day that Americans watch television.

For several reasons the Internet may never achieve an audience as large as the television audience of the 1960s, 1970s, and 1980s.

• The first reason is financial. The Internet requires an investment in equipment, such as a personal computer, a modem, and a server connection. These costs, although still a factor, will be less limiting in the future because Internet access will become more available through upgraded cable television technology.

• Another reason is the skill required to use the Internet. People need to have a level of comfort using the technology.

• An important component ...