New Media Technology - PTU (Punjab Technical University)

Self Learning Material

New Media Technology

(MAJMC 302)

Course: M.A. Journalism & Mass Communication

(Semester-III)

.

Distance Education Programme

I.K.Gujral Punjab Technical University

Jalandhar

Syllabus

Unit-I

- Introduction to new media technology

- Internet, its historical perspective

- information and Communication technology

- Basic understanding of Internet from the viewpoint of Mass Communication

Unit-II

- Understanding of basic terminology like news group, Web servers, Web Browsers, URL, Home Page, Search engine, Internet Protocols. - Basic knowledge of Multimedia.

- Internet Protocols

- Web page, social media

- Search resources

Unit-III

- Web page development, inserting, linking; editing and publishing - Cyber Journalism: On-line editions of newspapers- management and economics: cyber newspapers-creation, feed, marketing, revenue and expenditure, Online editing and publishing. -Merits and demerits of cyber journalism over traditional newspapers, socio-economic aspects of cyber journalism

Unit-IV

Use of social media in politics

Revenue model of social media

Cyber security

New media ethics

Books Recommended:

1. Handbook of New Media, Liverow.

2. The ABC’s Of Internet, Crumlish, 1998, BPB Publications, New Delhi.

3. A Journalist's Guide to the Internet: The Net as a reporting tool by Callahan Christopher. 4. Writing for New Media: The Essential Guide to Writing for Interactive Media, CDROM, and

the Web by Andrew Bonim. 5. ABC of the Internet by Crumilish 6. Information Technology by Danis P. Curtin. 6. Illustrated World of Internet by Anil Madan. 8. How the Internet Works by Preston Gralla. 9. Old Media New Media by Wilson Dizard, Jr.

Table of Content

Lesson

No

Lesson Name Author Name Page No.

1 Introduction to New Media

Technology

Ms .Mansi Gupta , AP,

IKGPTU

1

2 Information and

Communication Technology

Ms. Mansi Gupta , AP,

IKGPTU

19

3 Web Technology Ms. Mansi Gupta , AP,

IKGPTU

37

4 Basic Knowledge of

Multimedia


IKGPTU

53

5 Web Development

Technology


IKGPTU

68

6 Cyber Journalism Mr. Vaibhav Pandey , AP,

IKGPTU

80

7 Online Editing and

Publishing

Mr. Vaibhav Pandey , AP,

IKGPTU

101

8 Social Media Mr. Vaibhav Pandey , AP,

IKGPTU

111

9 Cyber Security and Ethics Mr. Vaibhav Pandey , AP,

IKGPTU

135

Reviewed by:

Prof. Vikram Singh, Dean

Chaudhary Devi Lal University, Sirsa (Haryana)

© IK Gujral Punjab Technical University, Jalandhar

All rights reserved with IK Gujral Punjab Technical University Jalandhar

Lesson 1

Introduction to New Media Technology and its historical perspective

Structure:

1.1 Introduction

1.2 Objectives

1.3 New Media Technology

1.3.1 Impact of new media Technology on social interaction among users

1.3.2 Impact of new media on time and space

1.3.3 Impact of New Technologies in new Media

1.3.4 Principles of new media

1.4 Internet

1.4.1 Introducing Internet

1.4.2 Historical Perspective

1.4.3 Digitization of new media using new mobile devices using internet

1.5 Summary

1.6 Key Words

1.7 Answers to Check your Progress

1.8 Test/Model Questions

1.9 References and suggested readings

1.1 Introduction

New media holds the perspective of providing on demand access to any data on any digital

device and at the same time feedback of public, their participation and interests. In new media

everything is related to internet that relates data with image, videos and sound. New Media

includes digital cameras, email, web advertising, mobile computing, websites, audio video

streaming, chat rooms.

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Example: - This example shows lot difference between new media and traditional media as new

media has more platforms and applications. Web2.0 technology is an element of new media

and good example of new media.

1.2 Objectives

After studying this chapter, you will be able to understand and learn about:

a) Impact of new media on social interaction

b) How digital devices has led to change from traditional mass media to new media

c) Principles of New Media

d) How internet has led to change in scenario of interaction

e) Impact of internet on new media

1.3 New Media Technology

1.3.1 Impact of New Media Technology in Social Interaction among users

There is a relationship between new media and social interaction that is through using digital

devices such as mobile phones, mp3 players and using new media technology such as email and

internet. It has been found that new media has lead to privatization in household. New media

plays a great role in interaction with family members; absentism of interaction leads bad effect

on family members.

Web-based media can take many forms, but three of the most

common types are:

1. E-zines or electronic magazines, like Slate and Salon. Often, an E-zine

operates as both a Web site from which content is "pulled" by visitors

and as a subscription service through which content is "pushed" to

subscribers by regular e-mail, usually on a daily or weekly basis.

2. E-mail newsletters or electronic newsletters. Yahoo! Delivers and

newslinx. E-mail newsletters use only the "push" approach. They can

be stand-alone publications or used to promote content on a linked

Web site.

3. News sites of traditional "brick-and-mortar" publications or

broadcasters, such as MSNBC.com, CNN.com, NYTimes.com,

WashingtonPost.com and online versions of local newspapers and

magazines. Most major media outlets now have a Web presence.

Articles that are printed or broadcast off-line sometimes differ from

the online versions because different staffs and resources are involved

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1.3.2 Impact of media on Time and Space

New technologies and electronic media has changed way as people used to experience time and

space. Now a days via live television image an event that is happening around thousands of miles

away can be experienced at the same instant. Using media technology those who farther away

experience event more closer and instantaneously than those who are closer to the event.

Example:- In 1989 when loma prieta earthquake occurred, Major League Baseball‘s World

Series were undergoing in San Francisco and residents of Boston or dallas experienced event

more and more faster as compare to the residents of San Francisco. With new technology we

always feel ourselves in event instantaneously even without being there.

1.3.3 Impact of New Technologies in New Media

New technologies have helped people a great way to communicate around the world broadly.

Using new mobile devices they can express themselves freely, participate in political groups, use

social networking sites to create awareness and helped people to communicate with friends face

to face and has decreased distance of communication.

1.3.3.1 Creativity in Diversity

Using new media technologies and internet it has become a great source of pleasure for people as

technological properties have replaced older forms of media while completing human desires

that old forms of media cannot complete. These human desires include building their identity,

expressing themselves, representing themselves, maintaining social network. Example: various

social networking sites such as facebook, twitter have allowed people to maintain relations with

their schoolmates, college mates, colleagues. It has allowed people to post their feelings in

public, to share their relationship status, tastes and maintaining their own space in cyber world.

People are contributing great to community by posting on Wikipedia, reading or writing blogs,

maintaining and participating in groups on social networking sites that allow people to recognize

each other and maintain a healthy relationship on basis of their common interests.

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New Media Technology platforms have also helped people a lot in maintaining their face to

face relations. Virtual world has allowed users to use their imaginations out of their real life.

Example: Skype, these days has helped people a lot to stay in touch with their friends. Using new

media Technology people are enjoying online travelling services, medical services, games.

1.3.3.2 Political Engagement:-

These new technologies have also lead to serious implications on political life. Keeping other

aspects of people aside here is an example how people are engaged in politics using this new

media technology. While writing in groups or in blogs people enjoy their right of expressing

themselves freely, also participate in democratic issues, communicate their ideas freely.

However, posting these views is always somewhat away from reality. Various mobile devices

are used by political activists to call people take action about any demonstration happening

around world. Youtube, facebook, twitter has helped political groups a long way to communicate

broader around the world and allow people participate in different issues related to their interests.

Fig. 1.1: New Media

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1.3.4 Principles of New Media:-

Various principles of new media are discussed below:-

1.3.4.1. Numerical Representation

All new media objects either they are created from scratch on computers or are converted

from analog media sources are mostly composed of digital code that is they have

numerical representations. This has following two consequences:

1. ―New media objects can be represented mathematically i.e foermally. For example ,

an image or a shape can be represented using a mathematical function.

2. New media objects are also subjected to algorithmic manipulation. For example,

using appropriate algorithms, one can automatically remove "noise" from a

photograph, improve its contrast, locate the edges of the shapes, and change its

proportions too. In short, media becomes programmable by this‖.

New Media objects are originated in numerical form when they are created on computers. On

contrary objects of old media are converted to many new media objects. Although most readers

understand the difference between analog and digital media, few notes should be added on the

terminology and the conversion process itself. This process assumes that data is originally

continuous, i.e. ―the axis or dimension that is measured has no apparent indivisible unit from

which it is composed.‖

Converting continuous data into a numerical representation is called digitization.

Digitization consists from two steps: sampling and quantization.

Principles of New Media

Numerical

Representation Modularity Automation Variability Transcoding

Fig. 1.2: Principles of New

Media

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First, data is sampled, most often at regular intervals, such as the grid of pixels used to represent

a digital image. Technically, a sample is defined as ―a measurement made at a particular instant

in space and time, according to a specified procedure.‖ The frequency of sampling is referred to

as resolution.

Sampling turns continuous data into discrete data. This is data occurring in distinct units: people,

pages of a book, pixels. Second, each sample is quantified, i.e. 50 assigned a numerical vale

drawn from a defined range (such as 0-255 in the case of a 8-bit greyscale image).

1.3.4.2. Modularity

Principle of modularity can be called "fractal structure of new media.‖ ―Just as we know fractal

has the same structure on different scales, a new media object has the same modular structure

throughout. Media elements can be its images, sounds, shapes, or behaviours that are represented

as collections of discrete samples (pixels, polygons, characters, scripts). These elements however

are assembled into larger-scale objects instead they continue to maintain their own separate

identity. The objects furthur themselves can be combined into even larger objects again, without

losing their independence.

For example if a particular module of a computer program is deleted, the program will not

run. In contrast, just as if we consider case with traditional media, deleting parts of a new media

object does not render its meaningless. In fact, the modular structure i.e modularity of new

media makes such deletion and substitution of parts particularly easy. For example if we

consider a HTML document consists from a number of separate objects each represented by a

line of HTML code, it is very easy to delete, substitute or add new objects. Similarly, in example

of Photoshop‖ the parts a digital image are usually placed on separate layers and these parts can

be deleted and substituted with just a click of a button.

1.3.4.3 Automation

Numerical coding of media media i.e principle of numerical representation and modular

structure of a media object media i.e principle of modularity allow to automate many operations

involved in media creation, manipulation and access. Thus human intentionally can be removed

from the creative process, at least in part.

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By the end of the twentieth century, the problem became no longer how to create a new media

object such as an image; the new problem was how to find the object which already exists

somewhere. That is, if you want a particular image, chances are it is already exists. This led to

the next stage in media evolution: the need for new technologies to store, organize and efficiently

access these media materials. These new technologies are all computer-based: media databases;

hypermedia and other ways of organizing media material such the hierarchical file system itself;

text management software; programs for content-based search and retrieval. Thus automation of

media access is the next logical stage of the process which was already put into motion when a

first photograph was taken. This emergence of new media has coincided with this second stage

of a media society and now is concerned as much with accessing and re-using of existing media

as with creating new one.

1.3.4.4. Variability

A new media object is not something fixed once and for all but can exist in different, potentially

infinite, versions. This is another consequence of numerical coding of media i.e principle of

numerical representation and modular structure of a media object i.e principle of modularity .

Other terms which are often used in relation to new media and which would be appropriate

instead of ―variable‖ is ―mutable‖ and ―liquid.‖ Old media involved a human creator who

manually assembled textual, visual and/or audio elements into a particular composition or a

sequence. This sequence was stored in some material, its order determined once and for all.

New media, in contrast, is also characterized by its principle of variability. Instead of

having just identical copies, a new media object typically gives rise to many different versions.

And rather being created completely by a human author, these versions are often in part

automatically assembled by a computer. The already qiven example of Web pages that are

automatically generated from databases using the templates created by Web designers can be

invoked here as well. Thus the principle of variability is closely connected to automation.

Variability would also will not be possible without modularity. Stored digitally, rather than

in some fixed medium, media elements maintain their separate identity and can be assembled

into numerous sequences under program control. In addition, because the elements themselves

are broken into discrete samples (for instance, an image is represented as an array of pixels), they

can be also created and customized on the fly.

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Media elements are stored in a media database; a variety of end-user objects which vary

both in resolution, in form and in content can be generated, either beforehand, or on demand,

from this database. At first, we may think that this is simply a particular technological

implementation of variability principle, but, as I will show in ―Database‖ section, in a computer

age database comes to function as a cultural form of its own. It offers a particular model of the

world and of the human experience. It also affects how the user conceives of data which it

contains.

1.3.4.5. Transcoding

Beginning with the basic, ―material‖ principles of new media numeric coding and modular

organization — we moved to more ―deep‖ and far reaching ones automation and variability. The

last, fifth principle of cultural transcoding aims to describe what in my view is the most

substantial consequence of media‘s computerization. Computerization turns media into computer

data. ―While from one point of view computerized media still displays structural organization

which makes sense to its human users — images feature recognizable objects; text files consist

from grammatical sentences; virtual spaces are defined along the familiar Cartesian coordinate

system; and so on from another point of view, its structure now follows the established

conventions of computer's organization of data. The examples of these conventions are different

data structures such as lists, records and arrays; the already mentioned substitution

of all constants by variables; the separation between algorithms and data structures; and

modularity‖.

In new media ―transcode‖ something is to translate it into another format. The

computerization of culture gradually accomplishes similar transcoding in relation to all cultural

categories and concepts. That is, cultural categories and concepts are substituted, on the level of

meaning and/or the language, by new ones which derive from computer‘s ontology,

epistemology and pragmatics. New media thus acts as a forerunner of this more general process

of cultural re-conceptualization.

Given the process of ―conceptual transfer‖ from computer world to culture at large, and

given the new status of media as computer data, what theoretical framework can we use to

understand it? Since on one level new media is an old media which has been digitized, it seems

appropriate to look at new media using the perspective of media studies. We may compare new

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media and old media, such as print, photography, or television. We may also ask about the

conditions of distribution and reception and the patterns of use. We may also ask about

similarities and differences in the material properties of each medium and how these affect their

aesthetic possibilities.

Check Your Progress 1:

Q1. What is impact of new media on social life of users?

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Q2. How new media technology has helped in political engazement?

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Q3. What are the various principles of new media?

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1.4 Internet

As the pace of of life is very fast these days, it has almost become impossible to imagine life

without internet. These days internet is intrinsic to entertainment, media and communication,

sports, science, politics, social websites. We can express ourseleves, communicate with society

through social websites using twitter, facebook. Internet has great impact on new media. Using

new technology people can communicate more easily and fast as compare to traditional media.

Internet also has a great effect on civic engagement. As amount of material on any research

topic has increased and different opinions about every topic have increased, we can use new

media to convey and express our information easily. Main strength of internet is that its users can

gather information that might not be available to user previously.

New media has a great effect on journalism. Web is one of the most effective tools in the

history of world. It is responsible for one of the most revolutionary change in journalism that can

be seen through news editors. Also, internet has a great impact on advertising markets for new

media. There has been a decrease in expenditure spend on newspapers for advertising as more

and more people are switching on online portals. Social networking websites, web portals, search

engines have made easy for customers to have information in fast and efficient manner.

1.4.1 Introducing the Internet

Internet is one of the great examples that have influenced lives of people in a great way. Relating

internet using digital devices with mass media has led to the development of new media.

In 1960, Joseph Licklider MIT Professor introduced idea of network of computers sharing

information. DARPA(Defense Advanced Research Projects Agency) which is a body of defense

department later on financed this concept that mainly focuses on developing technology for

military purposes. This concept of using decentralized computer was used by U.S. a government

organization that allows communication at time of national emergency such as during nuclear

attacks.

Earlier the use of internet was limited to engineers, computer scientists professionals who

possess specialized computer skills but the time changed when Tim Berners-Lee developed a

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new protocol for Particle Physics (CERN) at European Laboratory that developed a user friendly

network interface. In 1991, a new protocol known as World Wide Web (WWW), a familiar word

used at the beginning of every web address based on hypertext was launched.

As internet has gained popularity worldwide so private developers start creating their

independent network tools using which users can bypass internet government-funded

infrastructure. Example:- In 1993. Mosaic, an internet browser was developed by Netscape

Corporation. As the use of internet increased, private developers started investing more in it and

the National Science Foundation end with its sponsorship and so the internet become as

commercially oriented system.

Internet is very giant network that interconnects innumerable smaller groups of linked

computer networks. Internet is mostly due to its most important available features named as : (i)

electronic mail or e-mail i.e transmission of messages to single address or multiple addresses, (ii)

bulletin board i.e like ordinary bulletin board and (iii) World Wide Web i.e a repository on

which documents of Internet are stored and also carries different information. It is evident that

this information is available only to the owner of a computer which is connected to network of

computers and so it cannot be considered as a mass media. They view Internet for transmitting

messages to the owner of the computer and it does not transmit message or information to the

general public as mass media does.

1.4.2 Historical perspective

Media technologies are structural constraints. Like all structures, media technologies have been

developed by humans and subsequently both enable and limit human actions . ―How they do

this is at the center of a sociological understanding of media technology‖.

“Media is derived from the Latin word for middle. This signifies that the media are in the

middle of a communication process, specifically, in between the sender and the receiver of a

message. The early use of the term media was as part of the phrase ―mass media of

communication. We long ago dropped the explicit reference to communication in everyday

language and talked of the mass media—and in some cases simply the media. But it is useful to

remember that media technologies of all sorts have social significance because they enable and

affect forms of human communication. As a result, they raise unique sociological issues. Beyond

their common role as a mechanism of communication, however, media technologies vary. Two

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important phases of media development are what we might call traditional mass media versus

―new‖ media.”

Traditional Mass Media

Media, before the rise of the Internet, can be thought of as belonging to the era of traditional

mass media, which typically involved:

•One-to-many communication

•with anonymous receivers

•through one-way communication channels

•with a clear distinction between producers and receivers.

Some forms of media, such as the traditional landline telephone, connect one individual with

another single individual; they have a one-to-one orientation. Mass media, however, enable

communication to be sent from one source and be received by a large audience elsewhere; they

have a one-to-many orientation. A newspaper, for example, is produced by a particular news

organization and is sold to a large group of readers. There is one sender, the news organization,

and there are many receivers, all of the readers. Films, television, and music are similarly

centrally produced, and they are distributed through various channels to often large audiences.

Another property of mass communication is that it involves a known sender and generally

anonymous receivers. Readers typically know the author of the book they are reading, ` but

authors clearly cannot know who, exactly, is reading their books. When we watch a television

Fig 3:- Networking using

Internet

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program or go to the movies, the names of the producer, director, and actors are prominently

displayed, while the television audiences are anonymous and often spread around the world.

Third, traditional forms of mass media typically enable one-way communication that does not

allow direct feedback from receivers of the messages. That is, these media are not interactive.

―When we read a book or a magazine, listen to the new CD we just bought, or turn on the

television, there is no way to use those media to directly respond to the messages we have

received. We could, if we wanted, take the time to write or call the distributor, producer, or

author to let them know how much we liked or disliked their book, music, or television program,

but that would be using another media form‖.

Finally, these one-way communication channels create a clear distinction between producers and

receivers of media content. With traditional mass media, the producers of nearly all content are

commercial companies, nonprofit media organizations, and governments, while ordinary people

are limited to being audience members.

With the rise of the Digitization and Internet have blurred the boundaries between types of

media and changed the broad parameters of media that are used to be associated with all mass

media. As a result, it makes more sense to speak of ―new‖ media as breaking significantly with

many of the features that characterize traditional mass media. The term new is placed in double

quotes because the ―new‖ media, of course is no longer new and the Internet has entered into its

fourth generation. However, no other single umbrella term has yet emerged to encompass the

variety of media that now exist and to flag their distinctiveness from traditional mass media. So

till now we are still stuck and usimg the term: ―new‖ media.

1.4.3 Digitization of new media using new mobile devices using internet

Mostly digital content such as video, audio, text, pictures are stored in form of 1‘s and 0‘s in

computer code. Using devices digital video disk (DVD), television broadcast signal or Digital

radio, compact disk (CD) digital data is delivered. Shifting from analog to digital media is

significant. Example CD has low audio quality and has different properties as compare to

phonograph record but they are better as they have low chance do scratches and pops and

immunity from plague vinyl records. Also similar copies of CD are easy to make on a computer.

Also when digital media content was connected with internet much significant changes were

noticed. Using platform of internet media content digital in nature can be easily delivered to

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various devices such as smart phones, wireless laptops, desktop computers and other mobile

devices. Mass media has become much easy to access with the growth of internet and digital

media and with increase in use of mobile devices. Internet has replaced use of traditional media.

Also using new media communication with single recipient has been replaced with

communication to multiple receivers.

Internet has played a great role in replacing model of traditional media of one many model

with many to many to many model of internet using web communication. This has been done

using e mails, messaging, chatting, twitter and other social networking sites. But the notion of

known ―senders and anonymous receivers has become a problematic view on the Internet. The

producer of media content may remain anonymous to the typical reader, listener, or viewer, such

as when no identifying information is provided on a website or blog. This has resulted in

mischief in media as with spam in e-mail and false information through blogs or anonymous

websites. On the other hand using the Internet the audience is in most of times is known by the

producer amd when registration in website is required to access a website or to join an online

community or to post comments on a website to or receive an electronic mail. Even when we do

not supply any personal information to websites or use fictitious identities we still leave our

digital identity that is IP addresses of our computers. This has changed the relationship between

users and producers because as we seen that advertisers on the Internet could know a good deal

of more about the identities and behaviors of those people they want to to reach than they was

hardly possible using traditional mass media. With ―new‖ media, communication is often very

much interactive and it is multiple to multiple way instead of being one way. For example,

readers of various newspaper websites could provide instant feedback on a story. Also shoppers

of various brands can post their own product reviews at online retail websites such as

Amazon.com, Flipkart.com and viewers of these websites can comment on various products and

videos on websites can be liked or disliked for example Youtube. Interactivity could also meant

that users are able to employ such media to communicate more and more with each other.

Finally, the interactive capacities of ―new‖ media has blurred the distinction between

producers and receivers. Not only audiences can comment on or give response to media content

that is created by others but also the the widespread availability of various digital media tools

has lead to that people with relatively available modest and more financial resources and basic

technological literacy are able to create their own media content and can contribute or alter

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content on various available media platforms. The requirements for such a task are still

insurmountable hurdles for the world‘s impoverished and illiterate—and indeed the majority of

the world‘s population—but the creation of media content is within the grasp of more people

than ever, especially in more affluent countries. People can also create their own blogs and

websites, can upload their videos, post various photographs, and can also engage themselves in a

host of other types of various activities‖. People can also contribute to contents of existing

websites as for example ―photos can be submitted to various websites or can be broadcasted in

various websites. However in traditional terms audience and even readers no longer accurately

reflect the active role of what can be called more appropriately users of the ―new‖ media‖.


Q1. How use of digital devices using internet effects new media?

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Q2. How internet is responsible for differentiating between traditional mass media and

new media?

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1.4.4 Impact of Internet on News Media

New ways of communication technology such as online publishing software and evolving of

technology of mobile devices has added a potential to citizens for observing and reporting

more immediately than traditional media outlets could ever do. Swarms of online journalists

have used this technology to a great extent. Also various open publishing sites such as

Indymedia and various countless weblogs, has added a grassroots of dimensions to the

landscape of media. While people who have been made subjected to various news articles are

responding online, posting supplementary information for providing context and

counterpoints. Various Bloggers and other journalists are scooping to mainstream news outlets

as well as pointing out errors in mainstream articles. With high pace, the public is turning to

online sources for news, and are also reflecting great intersest in growth of new media.

While some of “traditional news media outlets are reacting with fear and uncertainty,

many of them are adopting to open publishing features of their own online versions. The

Guardian and other mainstream media outlets have added blogs to their websites. For example

the website of BBC’s posts reader’s photos, and other sites solicit and use reader-contributed

content. Mainstream news outlets are increasingly scanning blogs and other online sources for

leads on news items, and some are hiring journalists from the blogging ranks. Journalists are

blogging live from their court rooms as for example from Baghdad or from somewhere else

leading to allowing them to post frequent updates in nearby real-time. As these days

spectators are turning towards trend of other various forms of participation such as online

journalism”. At mainstream various online features are adopted due to their interactive

features in online versions has lead to shifting in environment of media in an incremental and

slow manner, far away from the broadcast model in which few people communicate with

many people in a more inclusive model where spectators and audiences have voices.

1.5 Summary

In this lesson, you have learnt the concept of new media technology, how new media is impacting on

social interaction. Also new media has replaced traditional media. Internet has played very important

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role in new media. Using digital devices such as smart phones, CD, DVD way of communication has

become very fast. Internet has also a great impact on news media. Various News websites such as

BBC posts readers content, their photographs, and other useful reader content. New Media has

imparted a great distinction between traditional media and new media. In traditional media, usually

one recipient is there whereas new media has changed that tradition to many recipients.

1.6 Key Words

New Media Technology: The forms of communicating in the digital world, which includes

publishing on CDs, DVDs and, most significantly, over the Internet.

Internet: It is a network in which users are connected and a user at one computer can

communicate with users at other at other computers.

Digital Devices: Digital Devices are mobile electronic devices such as mobiles, computers, and

tablets which uses numeric data or other type for its calculations.

Social Media: Social media is an online type of communication such as facebook, Twitter

through which people can share information, exchange ideas.

Traditional Media: It is a conventional means of mass communication that has been used by

the world from years that has usually one recipient.

News Media: News media is an element of mass communication that focuses on delivering

information to large number of people.

1.7 Answers to check your progress

Check your progress 1: 1. Base your answer on section 1) 1.3.1 2) 1.3.2 3) 1.3.4

Check your progress 2: 1. Base your answer on section 1.4.3 2) 1.4.2


1) To what extent digital technologies are benefitting new media. Explain

2) What type of benefits are media industries hoping to gain from new media?

3) How new media is effecting socialism in our society?

4) ―Internet has brought revolutionary change in new media‖. Explain how.

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1.9 References and suggested Readings

1. Handbook of New Media – Leach A Lievrouw, Sonia Livingstone

2. Media and Communications Technologies- Stephen Lax, Palgrave Macmillan

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http://www.palgrave.com/authors/author-detail/Stephen-Lax/10779

Chapter 2

Information and Communication Technology

Structure

2.1 Introduction

2.2 Objectives

2.3 The Internet as a Medium of Mass Communication

2.4 The Internet as a Unique Mass Medium

2.5 ICT and Mass Communication

2.6 Theoretical and Hypothetic Frame Work

2.7 ICT as Boon to Mass Communication

2.8 ICT as Doom to Mass Communication

2.9 Summary

2.10 Keywords




2.1 Introduction

Information and communications technology (ICT) is often used as an extended synonym or

as an umbrella term for information technology (IT), but is a more specific term that stresses the

role of unified communications and the integration of telecommunications (telephone lines and

wireless signals), computers as well as necessary enterprise software, middleware, storage, and

audio-visual systems, which enable users to access, store, transmit, and manipulate information.

In this century, we cannot imagine the world without Information technology (ICT) as well as

mass communication. Widely dispersed people are getting the Information and news by mass

media. Information technology (ICT) may help media to be modernized.

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The Internet allows for instantaneous exchange of information to and from any part of the

globe. It also allows its users‟ access to volumes of information available on the World Wide

Web. Data more voluminous than any known encyclopaedia can be transferred from one part of

the world to the farthest part of the globe at the speed of light. Thus users can download or

upload information at a startling speed.

A recent development of the Internet is its social networks that are excellent in enhancing

the interactional and socialization dimensions of mass communication. Social media, as they are

now called, are networking people into indeed one global village where everyone gets to know of

what is happening in everyone else‘s life even as the events unfold.

2.2 Objectives:-

Main Focus of this chapter is to provide knowledge about:-

How internet is a boon to Mass Communication

How internet is a unique Mass Medium

Theoretical and Hypothetic framework of Mass Communication

How Information and Communication Technology is a doom to Mass Communication

How Information and Communication Technology and Mass Communication are related

to each other

2.3 The Internet as a Medium of Mass Communication

―If anything is dynamic in today‘s world, it is the concept and process of communication. Every

aspect of it including its channels keeps evolving by the year‖. Not too long ago many

communication scholars had problem accepting the Internet as an emerging mass communication

medium. But a critical scrutiny of the features of the classical mass communication media such

as radio, television, newspapers and magazines shows the Internet exhibiting the same qualities.

Such analysis puts the Internet on an equal platform with the old mass media if not on a higher

position. A look at these attributes will drive home the point.

Reach:

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A medium is said to have a good reach or coverage if it has the ability to expose a large number

of people to a given mass media message within a given period. Frequencies restrict the reach

of radio and television media to a limited region or territory (except if they are enabled by the

Internet boundless waves or satellite orbits). The circulation of print newspapers and magazines

depend on manual distribution. But when enhanced on the Internet, the online version has no

boundaries. An electronic newspaper can be accessed from any part of the world where there is

an Internet network.

―The Internet, on the other hand, has the potential to reach everyone hooked up to an

Internet-enabled system. Its services or network can be received anywhere without any

restriction through any of the Internet Service Providers (ISP).‖ That some people do not have

computers or Internet connection is not a weakness of the medium, after all, some people too

cannot afford TV sets and therefore cannot receive TV signals. So the Internet has the capacity to

reach a large audience and even a larger audience than some conventional mass media especially

print newspapers and magazines. In fact, the Internet is not only a mass medium but is also a

global medium with a potential to reach everyone on the globe.

Simultaneity of Reception:

Another feature of the traditional mass media is simultaneity, which is the ability of the medium

to transmit the message to audience members at the same time or nearly the same time. Perhaps,

the greatest weakness of the Internet as a mass communication channel lies in its poor capacity

to be accessed simultaneously by the mass audience. Yet, apart from radio and television that

broadcast transient messages simultaneously to the receivers, all other mass media are to some

degree equally having this deficiency. News papers, magazines,

billboards, books and the Internet cannot be accessed at the same time. Nevertheless, their perma

nentnature as opposed to the transient nature of radio and TV messages counters this weakness

since people can access them even moments after they are transmitted.

In itself, the Internet has the potential to reach everyone who is connected at the same second just

as radio and TV signals can be received at once by all who tune in to the same channel.

However, in reality, the possibility of many being hooked up online all at the same time, and

surfing through the same website is very slim. Nevertheless, not even radio, TV and much less

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newspapers and magazines can hope to achieve simultaneity of reception especially with

our contemporary multi-channel phenomenon. The impossibility of this is compounded by the

countless number of alternative media options. In our media saturated world, what chances are

there that a mass audience will all tune in to the same radio or TV station simultaneously when

there are pretty too many options? So the Internet gambles for a mass audience as the other

media are also forced to do in our media-saturated- era. Just as no medium or any particular

media house can promise to command a mass patronage or reception of any of its messages in

modern society because of the exploding media options, similarly the Internet may not easily

communicate to a mass audience simultaneously. With the advent of new media technologies the

possibility of a national media is no more feasible; rather most media now engage in

narrowcasting, niche marketing or targeting. With a plethora of viewing options, the media

audience has been fragmented. Audience fragmentation or segmentation and narrowcasting are

features of our digital technology driven society.

Yet by routing a message in some popular websites such as Yahoo, Google, Facebook, AOL,

Hotmail etc. which are visited by many people world-wide, the possibility of simultaneous mass

communication is enhanced.

Anonymity:

A mass communication channel allows the sender to reach a large, heterogeneous and

anonymous audience. Because of the number involved, the audience is a mixed group and the

sender cannot personally know most of them. The producers of webcast, a webzine, an on-line

newspaper or a popular corporate website cannot know the individual audience members who

would visit their sites. The audience members on their part may also not know the sender of such

online messages or information. So while the Internet has the potentials for interpersonal

communication, it equally enables people to communicate with an anonymous audience or

group.

Heterogeneity of Audience:

If a medium of mass communication must reach a heterogeneous and spatially dispersed

audience, then no other medium does it better than the Internet. The Internet audience are a

thoroughly mixed group in sex, age, location, status, class, race and culture. They can be

spatially dispersed both in reality and in the virtual world.

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Dual Outreach:

In fact, the Internet has an added advantage since it can be adapted for both anarrow and mass

reach depending on the users need. It has the potential for both global marketing and

narrowcasting to a specialized or segmented audience. What is more, in the same manner that

radio and TV can switch from one language to the other, the Internet can be accessed in most

popular languages spoken in different parts of the world. So not even language is a barrier here

unlike for books, newspapers, magazines and billboards that are limited by language. Its barrier

though is technological illiteracy barrier, because one must have some level of computer

proficiency before he can access the Internet. Accessibility too can limit the Internet and this too

will soon be in the past as Internet threatens to become cheaper and more easily accessible. It is a

medium limited only by technology and economics.

2.4 The Internet as a Unique Mass Medium

The next task is to x-ray ways in which the Internet is distinct from other mass media. The

Internet‘s uniqueness extends also to alter some old definitions of mass communication and

demands a revisit of some old concepts of mass communication.

Ability to Enhance the Performance of Other Media:

A major edge or distinctiveness of the Internet over the old or existing mass media lies in its

ability to enhance the performance of the other media. In fact, it can be safely said that the

Internet has become an indispensable part of radio, television, newspaper and magazine‘s

effective and successful existence. The old mass media have continued to enhance their

relevance by hooking up to the Internet. In a very short time, it will be inconceivable to think of

any media outfit that can survive without supporting itself with an online version of its

productions. Therefore, the Internet can aptly be called not just a mass medium but also the

medium of the mass media because it is also a channel through which the other media enhance

their relevance or overcome their own limitations of frequencies, circulation or transiency.

Through the Internet medium, the contents of the other media: radio, TV, books, magazines, and

news papers are relayed to a wider audience.

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Flexibility of Usage:

What is more, the Internet has the potential to function as radio, television, newspaper or

magazine depending on the user‘s need. No other known mass medium has this unique ability of

functioning as a different medium in different circumstances. The user therefore decides what

medium to make of the Internet. Radio can never be used as a television medium, neither can

newspaper ever become radio or serve the purpose of a magazine. But the Internet can swap its

nature by a single mouse click.

Ability to Combine Features of Other Media:

As a result of this flexibility nature, it combines all the strengths of the old mass media such as

visual ability of TV and the print media; motion picture potential of TV and film, sound ability

of radio, TV and film, retrieval and permanent nature of books and the print media.

Ability to Empower Audience as Active Users:

Before the advent of the Internet, receiver‘s were merely seen as audience members whose

contribution to the communication process was limited to passively absorbing whatever the

senders had to offer. Their choice was very limited beyond tuning off from the channel or media

content. With the invention of cable and its consequent many channels availability, the audience

had greater choices to make concerning what media content to consume and when. The arrival of

the remote control empowered them more since they would not even need to getup from their

seats to change to any station. But the control was indeed a remote one. However, when the

Internet came on board, they ceased to be merely a passive audience on the consumption lane but

they quickly transformed to active users who select not only what medium to use, but which of

its many contents to consume. A television sports fan who wants to watch the news on a

television channel is kept hostage as a typical audience member from the beginning of the

newscast to the end before he is satisfied. On the Internet he quickly goes to the sports link thus

controlling the communication process and using the media as he wants.

A Medium for Two-Way Communication:

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The Internet users are equally ―engaged actively in the production aspect of the communication

process. They respond to messages and also create their own messages. It is indeed a mass

medium with a difference which offers both the sender and the receiver equal opportunities in

the communication process; and both are simply referred to assures.‖ Rather than simply making

it easier for individuals and organizations to send messages to a mass audience, the new

computer networks are designed for two-way communication. Audience members who were

once passive receivers could now send messages back to the original senders thus becoming

message providers themselves. Thus there is no fixed status of sender or receiver in this new

communication setting. This interchangeability of sender – receiver roles is not a unique feature

of the Internet. A newspaper reader who sends a letter to the editor may have become also a

sender but the internet‘s potential for instantaneous feedback is perhaps what makes it stand out

in this ability.

The Internet Challenges Conventional Concepts of Mass Communication:

The Internet has also challenged the conventional understanding of the mass communication

sender as always an organized, complex and expensive system. Today mass communication on

the Internet is not necessarily the product of a large, complex and sophisticated organization.

Even a single individual can use the Internet to generate and sustain communication with a very

large and mixed (mass) group. Neither must mass communication be an expensive or capital-

intensive- investment as that of setting a broadcast station or floating a newspaper. All one

needs for Internet mass communication may be a computer and an Internet modem.

The Internet has a Worldwide Audience:

With development and time, the Internet mighteven dare to become the primary mass medium as

ubiquitous as every man‘s radio. Yet, though the Internet, like many

communication technologies started rather upscale, itis now broadening to middle– and lower

income consumers with the advent of more affordable computers. Wireless technology will

spread the application even further and faster to poor countries that cannot afford the

infrastructure needed for wired connections.


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Q1. What are the various attributes that illustrate ICT as a means of Mass

Communication?

_______________________________________________________________________

_______________________________________________________________________

_______________________________________________________________________

_________________________________________________________________

Q2. Internet has become a unique medium of communication despite its disadvantages.

Explain

_______________________________________________________________________

_______________________________________________________________________

_______________________________________________________________________

_______________________________________________________________________

_______________________________________________________________________

_______________________________________________________________________

_____

2.5 ICT and Mass Communication

―At whatever level communication in the society is examined, whether intra personal or inter

personal, group, or mass communication, a paradox is evident: contemporary human

communication is becoming more complex by the day, but simultaneously, it is being simplified

by the use of ICT.‖ Also glaring is a new dynamism in media selection and application: a

contemporary and phenomenal trend, which this writer proposes to describe in its triangular

dimensions as

1. Combimediasm

2. Supplemediasm

3. Substimediasm

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Communication

Medium

At the apex of the triangular trend is combimediasm, ―it is the regular selection, application, and

combination of elements of ICT with one or more elements of the conventional electronic and

print media in order to send or receive messages. Thus, in a situation where an individual and or

a mass media conglomerate such as DAAR Communications, Minaj Broadcast International,

BBC, or VOA regularly receives and or disseminates information through ICT, in combination

with any or several of radio, television, and newspaper or magazine that is Combimediasm‖. It is

also Combimediasm at the individual level, when a person uses his mobile phone handset and a

news magazine to access weather reports and political updates respectively. Similarly, it is

combimediasm when a media conglomerate uses the World Wide Web and television to reach its

audience.

At base one of the triangle is ―supplemediasm and this, is the regular selection, application, and

supplementary use of one or more elements of ICT with one or more elements of the

conventional electronic and print media. This true life story is an apt illustration of

supplemediasm‖. ―In 2003, international and local mass media were awash with stories about the

surgical operations conducted on the Iranian Siamese Twins. But due to persistent power cuts

where the person A lived, he missed seeing the complementary pictures of the twins on

television. He had only BBC radio to depend on through his battery powered transistor radio for

audio reports on the story. However, his desires to see the pictures of the twins motivated him to

visit an internet café, and after logging on to www.bbc.co.uk, he was gratified.‖ That is

supplemediasm at the individual receiving end of communication. At the originating end of mass

communication, the same phenomenon of supplemediasm makes BBC to disseminate different

aspects of the same news items on the radio, television, magazine, and the internet.

Combimediasm

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Supplemediasm Substimediasm

Fig. 2.1 : Triangular Trend in Media Selection and Application

At the second base of the triangle, is substimediasm. This refers to the outright substitution of

elements of the conventional electronic and print media for regularly selected and applied

elements of ICT. ―Substimediasm can be observed in the communication habits of many people.

For instance, snail mails have been discarded for e-mails, and many have neither written nor

received old fashioned hard copy letters for years. Little wonder the Federal Government of

Nigeria is downsizing its postal service in order to ultimately privatize the money draining

corporation! Even e-mails are being sidelined for the comparatively personal text messages

facility by the short message service (SMS) of mobile phone services providers. Many

advertisers now place their messages exclusively on the internet.‖ Higher institutions now award

degrees in online journalism and their products serve the need of online audience. Mobile phone

service providers reach their customers directly through SMS. People who have fairly

unrestricted access to the internet may prefer online versions of newspapers and magazines to the

hard copy edition, etc. that is supplemediasm.

To encapsulate, it could be stated that the three fold contemporary trend in mass communication

is a new dynamism in media selection and application as a way of coping with the complexities

of ICT in modern communications.

2.6 Theoretical and Hypothetic Frame Work

These are:

1. The uses and gratification theory

2. Media dependency theory

3. Media substitution hypothesis.

―Uses and gratification theory is a postulation that an individual would prefer the use of a

particular communication medium over others owing to perceived higher satisfaction potentials

of that medium. In other words the theory refers to the use of a particular medium in the belief

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that beneficial attributes of that medium allow the user to obtain gratification more readily than

other media.

Conversely, media dependency theory is the submission that an individual‘s level of dependence

on a medium for satisfying his needs is proportional to the importance he attached to that

medium. Essentially, the difference between these two views is that while the uses and

gratification theory answers the question where do I go to gratify my needs? the latter answers

the question why do I go to the medium to satisfy this goal?‖

However, the media substitution hypothesis, according to Krugman, Jeffres et al and Lin,

―suggest that the introduction of a new medium encourages a restructuring in the way consumers

view established media‖ of communication.


Q1. Explain how mass communication and ICT related to each other?

_______________________________________________________________________

_______________________________________________________________________

_______________________________________________________________________

_________________________________________________________________

Q2. What are the three newly coined terms in ICT ?

_______________________________________________________________________

_______________________________________________________________________

_______________________________________________________________________

_______________________________________________________________________

_______________________________________________________________________

_______________________________________________________________________

_____

2.7 ICT as Boon to Mass Communication

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The process of mass communication is supplemented, complemented and facilitated by ICT as it

is a blessing to mass communication in one or more ways. Few illustrations are given below to

illustrate this statement.

Feedback:

There is a consent that the process of communication without feedback is incomplete and so

both in the electronic and in the print media, ICT facilitates this important stage,. ―In

broadcasting, ICT has virtually bridged the gulf between broadcasters and their audience or a

viewer as far as feedback is concerned. For instance, mobile phones enable many broadcast

audience or viewers to contribute to on air programs through the expression of opinions,

grievances, and commendations. This technology of digital media has enabled the audience to

send short text messages to broadcast stations for the various purposes that are enumerated

above. For the same reasons internet is used to sent e-mails.‖ Elements of ICT are used in print

media for the readers who want to send their letters or e-mails to editors.

Information storage, Retrieval and Updating:

There are various types of tasks such as storage of information, retrieval of information, updation

of information in process of Mass communication that are made easy by Information and

Communication Technology. Using this memories of computer are stored conveniently that

otherwise would have require a large amount of paper work for which a large room is required to

store that work. Broadcast and print media transcripts can be conveniently accessed using

Information and communication technology.

Facilitation of Multimedia cum Multidimensional Access to information:

Using a particular medium or source, multimedia or multidimensional can be accessed using

facility of Information and Communication Technology . In other words, we can say that ICT

has made it possible to access in different dimensions the audio, print and ―television‖ that are

headed from same background.

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Facilitation of Information Sourcing and Reporting:

The production processes in mass communication has been enhanced significantly by

Information and Communication technology by making the process communication easy and

removing various problems among reportorial, desk, and production crews. With the advent of

new technology that involves e-mails, internet telephony and mobile phones, reporters the

problem to travel long distances physically has been shortened in order to beat crazy production

deadlines in today‘s fast pace .

2.8 ICT as Doom to Mass Communication

As discussed earlier, without prejudice to the beneficial impacts of ICT on mass communication,

one does not need a magnifying lens in order to identify its negative impacts. Some of these are

examined below.

Marketing Potentials of ICT as a Threat to other Media:

Owing to the user initiative friendliness of the pervasive internet, its marketing, advertising, and

general commercial potentials cannot be overestimated. And when the multimedia nature of ICT

is considered which makes it a visual and audio-visual media of mass communication, one can

ask a simple question: ―why to waste duplicate efforts and money in the process of advertising in

other media when an internet is perhaps equally effective, probably more efficient, and certainly

the cheapest option in advertisement? The answer itself can be imagined. Many advertising

agencies would become redundant as advertisers can post and bypass them their messages

directly on the internet.

Meanwhile, upholding the core assumptions of the uses and gratification theory, research

findings suggest that a medium‘s perceived credibility varies directly with frequency of use. And

although there are conflicting reports on the relative believability of ICT (especially the internet)

over other mass media by its users, there is a growing consensus that the credibility of the

internet is on the rise. In other words, if people, according to the uses and gratification theory,

find more gratification in ICT, they may significantly reduce their use of other media.‖ This

would reduce advertiser‘s patronage of such media, which would in turn lower the revenue of

such media.

ICT May Undermine the Influence of other Media:

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Due to growing dependence on ICT there is a potential loss of revenue by other media, there is

also a possibility that people‘s reliance and dependence on other media (apart from ICT) would

drop from ― combimediasm and supplemediasm to outright substimediasm, which is a triangular

trend in media selection and application. To express this in questions, one may ask who needs

broadcast stations any way, when one can get the pictures and read the messages on the internet.

Who needs to wait for tomorrow‘s paper when one can download and print the same messages

from the internet? Why wait for BBC radio news hour, VOA news now or CNN world news

when one can access both the audio and video versions of the same information here and now on

the internet‖

ICT Undermines Gate Keeping and Promotes Mediocrity:

The user interactiveness of ICT, ―especially the internet and the Worldwide Web is both a Boon

and a doom to mass communication. The positive side has been discussed earlier. However, on

the negative side, as ICT undermines the quality control function of professional mass

communication, a function known as gate keeping, it is a doom to Mass Communication‖.

Simultaneously, it promotes ―mediocrity in media contents by empowering the mass audience to

contribute to the contents of the internet and the Worldwide Web. Some or most of these

contributions are bound to fall below professional standards because they originate from

untrained mass communicators. These contributions would either have been denied access into

the media by professional gate keepers, or at least, they would have been modified to conform to

relevant professional standards.‖

ICT Undermines Communication by Unwieldy Extensions of the Public Arena:

The public arena is the modern day manifestation of what Okoro described as ―market place or

village square. It is a venue of convergence for societal discourse. Today however, the public

arena is more of a psychological space than a geographical location. Golding and Murdock have

described the public sphere as the notion that modern communication and cultural industries

should be structured on the model of early period of capitalism when the arena was opened,

diverse in contents, and accessible to all groups in the society.

Certainly, ICT conforms to this notion. However, it has widened the arena so much that it has

become unwieldy. For instance, it has been estimated that there are 4.5 million (web) sites which

are interesting and educational. Now, one may ask: how many life times do one need to access

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the information on these sites which, to compound the issue, are perpetually changing almost per

second?

In a nutshell, ICT has widened media and media contents beyond the capacity of one mind to

grasp if selective exposure, selective attention, selective perception, and selective retention are

not consciously exercised‖. The alternative would be audience apathy due to confusion.

ICT Corrupts Communication in Society:

―ICT provides a fertile breeding ground for obscenities, indecencies, pornography, invasion of

privacy and other issues that are considered unethical in mass communication parlance because

of their potentials to corrupt and thereby injure society‖. On the internet, for instance, ―there are

numerous websites waiting to entice the immature, the gullible, the easily swayed and the

vulnerable. People can access pornography and other materials that are otherwise restricted by

appropriate regulatory bodies.

And worse still, hackers can often invade people‘s privacy by sending spam (unsolicited) mails

and virus to peoples e-mail accounts‖. They can also corrupt websites by modifying their

contents without their owners‘ knowledge, thereby misinforming unsuspecting ICT users.


Q1. How multimedia is a boon to Mass Communication?

_______________________________________________________________________

_______________________________________________________________________

_______________________________________________________________________

_________________________________________________________________

Q2. How ICT has been responsible as a doon to corrupt communication in soeity?

_______________________________________________________________________

_______________________________________________________________________

_______________________________________________________________________

_______________________________________________________________________

_______________________________________________________________________

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_______________________________________________________________________

_____

2.9 Summary

In conclusion, we understand mass communication as a society-wide communication process in

which an individual or institution uses technology to send messages to a large mixed audience,

most of whose members are not known to the sender, then the Internet is undeniably a mass

medium. Against the yardstick of the features of a mass medium its position as amass medium is

not negotiable. But more importantly, it is a global medium reaching the entire universe; it is the

medium of the other media enhancing their relevance and keep them from extinction; it has

challenged and altered many traditional concepts of mass communication.

It is not proved either way that ICT is a definite Boon or doom to mass communication.

Certainly, only well-coordinated and replicated studies can be used to obtain such proof.

Nevertheless, it can be asserted without fear of contradiction that in spite of its shortcomings,

ICT has brought immense benefits to mass communication, mass communicators, and mass

audience. One can therefore not throw away the baby with the dirty bath water. The cake of ICT

must either be eaten wholly or done away with in its entirety. However, in the light of ICT‘s

unwieldy extension of the public arena and its potentials to corrupt society as discussed above,

government should set up a regulatory body similar in function to the National Broadcasting

Commission. The body should be empowered to make and enforce rules guiding internet

publication and access to potentially corrupting materials on the information superhighway.

2.10 Keywords:-

Information and Communication Technology(ICT):- It is a technology that uses any

communication device such as mobiles , pagers, radios, television etc that are used to provide

various services such as distance learning and video conferencing.

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Multimedia:- It is a technology that is used to combine and present images, Text, Graph, audio

and video.

Multidimensional:- It is a perspective to view anything from different views and directions.

Combimediasm:- It is a combination to combine various means of communication that can be

used for various purposes such as marketing.

Supplemediasm:- It makes to disseminate different aspects of same type of news item such as

radio, Television, radio and internet.

Substimediasm:- It is a substitution to conventional electronic and print media elements for

regularly selected elements of Information and Communication Technology.


Check your progress 1: 1. Base your answer on section 1) 2.3 2) 2.4




1. The Internet as a Medium of Mass Communication. Explain?

2. How Internet is distinct from other mass media?

3. What is the relationship between ICT and mass Communication?

4. Define

i. Combimediasm

ii. Supplemediasm

iii. Substimediasm

5. Explain the Triangular Trend in Media Selection and Application?

6. Define Media substitution hypothesis?

7. Explain

i. The uses and gratification theory

ii. Media dependency theory

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8. How is ICT a Boon to mass communication?

9. Write in context of the following statement ―ICT as Doom to Mass

Communication.‖


1. https://unilorin.edu.ng/

2. http://www.academia.edu

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Lesson-3

Web Technology

Structure:

3.1 Introduction to Internet and WWW

3.1.1 World Wide Web

3.2 Objectives

3.3 Web Sites

3.3.1 Web Pages

3.3.2 Home page

3.4 Web Server

3.4.1 DNS Server

3.5 Web Browser

3.5.1 Mobile Web Browser

3.6 Search Engines

3.6.1 Working of Search Engines

3.7 Summary

3.8 Key Words




3.1 Introduction to Internet and WWW

The Internet is a global system of interconnected computer networks that use the ―Internet

protocol suite (TCP/IP) to link several billion devices worldwide. It is a network of networks that

consists of millions of private, public, academic, business, and government networks of local to

global scope, linked by a broad array of electronic, wireless, and optical networking

technologies‖.

The Internet, sometimes called simply "the Net," is a worldwide system of computer

networks - a network of networks in which users at any one computer can, if they have

permission, get information from any other computer (and sometimes talk directly to users at

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other computers). The Internet is a global network connecting millions of computers. More than

190 countries are linked into exchanges of data, news and opinions.

Who Owns the Internet?

Actually No one owns the Internet and ― no single organization or person controls the Internet in

its total. The Internet is more of a concept than an actual tangible entity, and it relies on a

physical infrastructure that connects one network to other networks‖.

3.1.1 World Wide Web

Many people use the terms Internet and World Wide Web, or just the Web, interchangeably, but

the two terms are not synonymous. The World Wide Web is the primary application that billions

of people use on the Internet, and it has changed their lives immeasurably. However, the Internet

provides many other services like e-mail, file transfer service, voice over IP (VoIP) etc. The Web

is a global set of documents, images and other resources, logically interrelated by hyperlinks and

referenced with Uniform Resource Identifiers (URIs). URIs symbolically identifies services,

servers, and other databases, and the documents and resources that they can provide. Hypertext

Transfer Protocol (HTTP) is the main access protocol of the World Wide Web. HTTP is used by

web services for allowing software systems to communicate to share business logic and

exchange data.

The World Wide Web (or simply web) has given opportunity to publish ideas, blogs and

information to huge audience with a very cost and time delay. With the advancement in web and

Internet, online publishing of information involves a very small initial cost. Now many free

services and tools are available for online publishing and maintaining a web site. However,

maintaining a large professional website that require a well structured design of information and

web page, is still a difficult task.

Is Web and Internet the Same?

Common people mistakenly consider web and Internet as same thing but that is not the case.

Both these words are not synonymous to each other. The word Internet is short form of

Internetwork, which means inter-connection of two or more independent networks. In these days

thousands of computer network are connected with each other with the concept of Internet. On

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the other hand World Wide Web (i.e. WWW) is a service that runs upon the Internet. Using

WWW, we can see information stored on different computer in the form of web pages. In other

words, it is a way of accessing information over the medium of the Internet. It is an information-

sharing model that is built on top of the Internet.

3.2 Objectives

After Studying this chapter you will get understanding of:-

Internet and how it is related to WWW

Structure of websites i.e Web pages and home pages

Working of Search Engines and how they are useful to us

Concept of Web browsers and Mobile web browsers

3.3 Website

A Website simply refers a site or location over the Internet where the desired information are

stored in form of web pages. That location is specified by web address, that is string of

characters, identifies the location uniquely. The same web address is known as URL (Universal

Resource Locator). A website can be accessed over the Internet or through the private local area

network also. All publicly accessible websites collectively constitute the World Wide Web.

Each Web site contains a ―home page, which is the first document users see when they enter

the site. The site might also contain additional documents and files. Each site is owned and

managed by an individual, company or organization‖.

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The opening page of a website is usually called homepage which contains hyperlinks to other

pages on the same or other site(s). A single web server may support multiple websites and a

single website may reside on multiple web servers, sometimes thousands of miles apart.

3.3.1 Webpage

A web page (or webpage) is a simple web document that is suitable for the World Wide Web and

the web browser. A web browser is used to display a web page on a monitor or mobile device.

The web page is what that is displayed, but this term also refers to a computer file that is

usually written in HTML or comparable markup language. Web browsers are used to coordinate

various web resource elements for the written web page, such as style sheets, scripts and images,

to present the web page.

All web pages available on the web are reachable through a unique address. To access a

page, just type its address in your browser address bar: Typical web pages provide hypertext that

includes a navigation bar or a sidebar menu to other web pages via hyperlinks, often referred to

as links.

A website is a collection of linked web pages (plus their associated resources) that shares a

unique domain name. Each webpage of a given website provides explicit links—most of the time

in the form of clickable portion of text—that allow the user to move from one page of the

website to another. To access a website, type its domain name in your browser address bar, and

the browser will display the website's main webpage, or homepage (casually referred as "the

home"):

Fig. 3.1: Organization of WebPages

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“Webpage and website are especially easy to confuse when a website contains only one

webpage. Such a website is sometimes called a single-page website. On a network, a web

browser can retrieve a web page from a remote web server. On a higher level, the web server

may restrict access to only a private network such as a corporate intranet or it provides access to

the World Wide Web. On a lower level, the web browser uses the Hypertext Transfer Protocol

(HTTP) to make such requests.

A static web page is delivered exactly as stored, as web content in the web server's file

system, while a dynamic web page is generated by a web application that is driven by server-side

software or client-side scripting. Dynamic website pages help the browser (the client) to enhance

the web page through user input to the server‖.

3.4 Web Server

The term can refer either to the entire computer system or specifically to the software that

accepts and supervises the HTTP requests. Generally a web server is considered as a computer,

hosting one or more websites. "Hosting" means that all the web pages and their supporting files

are available on that computer. The web server will send any webpage from the website it is

hosting to any user's browser, per user request. “A Web server is a program that uses HTTP

(Hypertext Transfer Protocol) to serve the files that form Web pages to users, in response to

their requests, which are forwarded by their computers' HTTP clients”. Dedicated computers

and appliances may be referred to as Web servers as well.”

Web server processes requests via HTTP, the basic network protocol used to distribute

information on the World Wide Web. Don't confuse websites and web servers. For example, if

you hear someone say, "My website is not responding", it actually means that the web server is

not responding and therefore the website is not available. More importantly, since a web server

can host multiple websites, the term web server is never used to designate a website, as it

could cause great confusion. In our previous example, if we said, "My web server is not

responding", it means that no websites on that web server are available.

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Every Web server has an IP address and possibly a domain name. For example, if you enter the

URL “http://www.webopedia.com/index.html in your browser, this sends a request to the

Web server whose domain name is webopedia.com. The server then fetches the page named

index.html and sends it to your browser.

Any computer can be turned into a Web server by installing server software and

connecting the machine to the Internet”. There are many Web server software applications,

including public domain software and commercial packages.

3.4.1 DNS Server

Real web addresses aren't the nice. They are strings of numbers, like this: 63.245.217.105.

Actually they are numeric equivalent to URL, which are alphabetic strings. These web

addresses are called an IP address, and it represents a unique location on the Web. However,

it's not very easy to remember, is it? That's why Domain Name Servers were invented. These

are special servers that match up a web address you type into your browser (like "mozilla.org")

to the website's real (IP) address.

We can define Domain Name System (DNS) as a standard technology for managing

public names of Web sites and other Internet domains. DNS technology allows you to type

names into your Web browser like compnetworking.about.com and your computer to

automatically find that address on the Internet. A key element of the DNS is a worldwide

Fig. 3.2: Web Server and DNS Server

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collection of DNS servers. Websites can also be reached directly via their IP addresses. Try going

to the Mozilla website by typing 63.245.217.105 into the address bar on a new browser tab.

“Short for Domain Name System (or Service or Server),” an Internet service that translates

domain names into IP addresses. Because domain names are alphabetic, they're easier to

remember. The Internet however, is really based on IP addresses. Every time you use a domain

name, therefore, a DNS service must translate the name into the corresponding IP address. For

example, the domain name www.example.com might translate to 198.105.232.4.

The DNS system is, in fact, its own network. If one DNS server doesn't know how to

translate a particular domain name, it asks another one, and so on, until the correct IP address

is returned.”


Q1. What is Internet?

__________________________________________________________________________

__________________________________________________________________________

__________________________________________________________________________

Q2. What are web servers and web addresses?

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

3.5 Web browser

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A web browser (or simply browser) is a software application used ―to locate, retrieve and

display content on the World Wide Web, including Web pages, images, video and other files. As

a client/server model, the browser is the client run on a computer that contacts the Web server

and requests information. The Web server sends the information back to the Web browser which

displays the results on the computer or other Internet-enabled device that supports a browser‖.

The two most popular browsers are Google Chrome and Firefox. Other major browsers include

Microsoft Internet Explorer, Apple Safari and Opera. While most commonly use to access

information on the web, a browser can also be used to access information hosted on Web servers

in private networks.

User interface

Most major web browsers have these user interface elements in common (few of is shown in

figure):

Back and forward buttons are used to go back to the previous resource and forward

resources respectively.

A refresh or reload button is used to reload the current resources.

A stop button is used to cancel the loading of the resource. In few browsers, the stop

button is merged with the reload button.

A home button is used to return to the home page of users.

An address bar is used to display and input the Uniform Resource Identifier (URI) of the

desired resource.

A search bar is used to input various terms into a search engine. In few browsers, the

search bar is merged with the address bar.

A status bar is used to display progress in loading of the resource and also the URI of

various links when the cursor moves over them and zooming capability of page.

The viewport is the visible area of the webpage within the window of browser .

The ability to view the HTML source for a page.

Major browsers also possess incremental find features to search within a web page.

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What happens when you type web address?

When you type a web address into your browser following activity happens:

1. The browser goes to the DNS server and finds the real address of the server that the

website lives on (you find the address of the shop).

2. The browser sends an HTTP request message to the server asking it to send a copy of the

website to the client (you go to the shop and order your goods). This message, and all

other data sent between the client and the server, is sent across your internet connection

using TCP/IP.

3. Provided the server approves the client's request, the server sends the client a "200 OK"

message, which means "Of course you can look at that website! Here it is", and then

starts sending the website's files to the browser as a series of small chunks called data

packets (the shop gives you your goods, and you bring them back to your house).

4. The browser assembles the small chunks into a complete website and displays it to you

(the goods arrive at your door — new stuff, awesome!).

Fig. 3.3: A typical Web browser

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3.5.1 Mobile Web Browsers

Also, there are a number of browsers that are designed to access the Web using a mobile device.

―A mobile browser, also called a micro browser, is optimized to display Web content on smaller

mobile device screens and to perform efficiently on these computing devices, which have far less

computing power and memory capacity as desktop or laptop. Mobile browsers are typically

stripped down versions of Web browsers and offer fewer features in order to run well on mobile

devices.‖


Q1. What is a URL?

______________________________________________________________________________

______________________________________________________________________________

_____________________________________________________________________________

Q2. How do web servers and web browsers work?

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

Fig. 3.4: Global web browser usages

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3.6 Search Engines

A web search engine is a software system that is designed to search for information on the World

Wide Web. The search results are generally presented in a line of results often referred to as

search engine results pages (SERPs) as shown in figure. ―The information may be a mix of web

pages, images, and other types of files. Some search engines also mine data available in

databases or open directories. Unlike web directories, which are maintained only by human

editors, search engines also maintain real-time information by running an algorithm on a web

crawler‖.

In simple words a search engine is a special kind of website that helps users finds web pages

from other websites. There are plenty out there: Google, Bing, Yandex, DuckDuckGo, and many

more. Some are generic; some are specialized about certain topics. Use whichever you prefer.

Many beginners on the web confuse search engines and browsers. Let's make it clear: A

browser is software that retrieves and displays web pages; a search engine is a website that helps

people find web pages from other websites. The confusion arises because, the first time someone

launches a browser, the browser displays a search engine's homepage. This makes sense,

because, obviously, the first thing you want to do with a browser is to find a web page to display.

Don't confuse the infrastructure (e.g., the browser) with the service (e.g., the search engine). The

distinction will help you quite a bit, but even some professionals speak loosely, so don't feel

anxious about it.

The search engine ―allows one to ask for media content meeting specific criteria (typically

those containing a given word or phrase) and retrieving a list of files that match those criteria. A

search engine often uses a previously made, and regularly updated index to look for files after

the user has entered search criteria. In the context of the Internet, search engines usually refer to

the World Wide Web and not other protocols or areas. Furthermore search engines mine data

available in newsgroups, large databases, or open directories like DMOZ.org‖.

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The vast majority of search engines are run by private companies using proprietary algorithms

and closed databases, the most popular currently being Google (with MSN Search and Yahoo!

closely behind). There have been several attempts to create open-source search engines, among

which are Htdig, Nutch, Egothor, and OpenFTS. Following is the list of popular search engines:

(i) Google

(ii) Bing

(iii) Yahoo

(iv) Baidu

(v) Ask

3.6.1 Working of search engines

A search engine operates in the following order:

(i) Web crawling

(ii) Indexing

(iii) Searching

Web search engines ―work by storing information about many web pages, which they retrieve

from the HTML markup of the pages. These pages are retrieved by a Web crawler (sometimes

also known as a spider) — an automated Web crawler which follows every link on the site. The

site owner can exclude specific pages by using robots.txt. The search engine then analyzes the

contents of each page to determine how it should be indexed (for example, words can be

extracted from the titles, page content, headings, or special fields called meta tags). Data about

web pages are stored in an index database for use in later queries. Finally search operation

(sometimes also called search query) is applied on index database‖. A query from a user can be a

single word. The index helps find information relating to the query as quickly as possible.


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Q1. Explain in short, how search engines work?

__________________________________________________________________________

_________________________________________________________________________

__________________________________________________________________________

Q2. List some search engines?

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

3.7 Summary

This chapter surveys the different fundamental concepts of Internet, websites and related

technology. Chapter starts with the introduction of Internet and World Wide Web. Difference

between both has also been explained. Actually WWW is application or service. Using this

service remote user can access information in form of web pages stored on different remote

machine (i.e. web server). Website is collection of web pages and first page of any web site is

called home page that web site.

We generally enter text based addresses (URLs) into address bar of browsers to access the

websites. DNS servers are special systems that convert textual URLs into real web addresses (i.e.

IP address)

Remote users (i.e. client) need special software to access the websites which is called web

browser. Many browsers are available in the market; Google chrome and Mozilla firefox are two

most widely used browsers.

3.8 Key Words

Internet: Interconnection of networks

WWW: Service that runs over Internet

Website: Collection of web pages stored on web server

Webpage: Information displayed by web browsers in the form of pages

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Homepage: First page of any website

Web server: Remote machine that stores all pages of a website. It may host many

websites

Web browser: Client side software, used to display information that are received

from web server


Check Your Progress 1: Base on section 1) 3.1. 2) 3.4

Check Your Progress 2: Base on section 1) 3.5 2) 3.5

Check Your Progress 3: Base on section 1) 3.6.1 2) 3.6


3.10.1 Multiple choice questions

1. A piece of icon or image on a web page associated with another webpage is called

a) url

b) hyperlink

c) plugin

d) none of the mentioned

2. Dynamic web page

a) is same every time whenever it displays

b) generates on demand by a program or a request from browser

c) both (a) and (b)

d) none of the mentioned

3. What is a web browser?

a) a program that can display a web page

b) a program used to view html documents

c) it enables user to access the resources of internet

d) all of the mentioned

4. URL stands for

a) unique reference label

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b) uniform reference label

c) uniform resource locator

d) unique resource locator

5. Computer that requests the resources or data from other computer is called as:

a) client b) server

6. Software which allows user to view the webpage is called as:

a) website b) operating system

c) interpreter d) internet browser

7. Which of the following website is used to search other website by typing a keyword?

a) search engine b) routers

c) social networks d) none of these

8. Which of the following is valid website address?

a) www.mygov.in b) ww#.mygov.in

c) www.mygov d) [email protected]

9. Whenever user opens any website then main page is called as:

a) Dead end page b) Backend page

c) Home page d) None of these

3.10.2 Descriptive questions

1. What do you mean by the Internet? How World Wide Web is different from it?

2. What are websites? How home page is different from other web pages? Explain.

3. What is a URL?

4. How Do Web Servers work?

5. Explain the working of web browser and web server in the context of client-server

computing model.

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6. How DNS servers have simplified the user experience of accessing web? Explain its

working.

7. How search engine works? List some popular search engines that are used in daily

life.

8. What is the difference between a 404 error and a 502 error?

3.11 References:

1. D S Yadav, ―Foundations of IT‖, New Age, Delhi

2. http://www.webopedia.com

3. https://en.wikipedia.org

4. http://whatis.techtarget.com

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Lesson-4

Basic Knowledge of Multimedia

Structure:

4.1 Introduction to Multimedia

4.2 Objectives

4.3 Social Media

4.3.1 What Are Some Social Media Websites?

4.3.2 Effects of using social media for news purposes

4.3.3 Criticisms of social media

4.3.4 Is Social Media and Social News The Same Thing?

4.4 Web page

4.4.1 Elements

4.4.2 URLs

4.4.3 Creation

4.4.4 Viewing

4.4.5 Saving

4.5 Internet Protocols

4.5.1 Protocols

4.5.2 Standards

4.6 Summary

4.7 Key Words




4.1 Introduction to Multimedia

Multimedia field is related with the computerized integration of graphics, drawings, text,

animation, audio, still and moving images (Video), and any other media where every type of

information can be processed, stored, represented and transmitted digitally.

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Multimedia applications were, ―until the mid-90s, uncommon due to the expensive

hardware required. With increases in performance and decreases in price, however, multimedia

is now commonplace. Nearly all PCs are capable of displaying video, though the resolution

available depends on the power of the computer's video adapter and CPU‖.

It has typically meant one of the following:

1. Text

2. Images

3. Audio

4. Animation

5. Video

In live situations, the use of a speaker or actors and "props" together with sound, images, and

motion video

Text

It may be an easy content type to forget ―when considering multimedia systems, but text content

is by far the most common media type in computing applications. Most multimedia systems use

a combination of text and other media to deliver functionality. Text in multimedia systems can

Fig. 4.1: Application of Multimedia

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express specific information, or it can act as reinforcement for information contained in other

media items. This is a common practice in applications with accessibility requirements. For

example, when Web pages include image elements, they can also include a short amount of text

for the user's browser to include as an alternative, in case the digital image item is not available‖.

Images

Digital image files appear in many multimedia applications. ―Digital photographs can display

application content or can alternatively form part of a user interface. Interactive elements, such

as buttons, often use custom images created by the designers and developers involved in an

application‖. Digital image files use a variety of formats and file extensions. Among the most

common are ― JPEGs and PNGs. Both of these often appear on websites, as the formats allow

developers to minimize on file size while maximizing on picture quality. Graphic design

software programs such as Photoshop and Paint.NET allow developers to create complex visual

effects with digital images‖.

Audio

Audio files and streams play a major role in some multimedia systems. ―Audio files appear as

part of application content and also to aid interaction. When they appear within Web applications

and sites, audio files sometimes need to be deployed using plug-in media players. Audio formats

include MP3, WMA, Wave, MIDI and RealAudio‖. When developers include audio within a

website, they will generally use a compressed format to minimize on download times. Web

services can also ―stream audio, so that users can begin playback before the entire file is

downloaded‖.

Video

Digital video appears in many multimedia applications, particularly on the Web. As with ―audio,

websites can stream digital video to increase the speed and availability of playback. Common

digital video formats include Flash, MPEG, AVI, WMV and QuickTime. Most digital video

requires use of browser plug-ins to play within Web pages, but in many cases the user's browser

will already have the required resources installed.‖

Animation

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Animated components are common within both ―Web and desktop multimedia applications.

Animations can also include interactive effects, allowing users to engage with the animation

action using their mouse and keyboard. The most common tool for creating animations on the

Web is ―Adobe Flash, which also facilitates desktop applications. Using Flash, developers can

author FLV files, exporting them as SWF movies for deployment to users‖. Flash also uses

Action Script code to achieve animated and interactive effects‖.

4.2 Objectives

After studying this chapter you will be able to understand:-

Applications of Multimedia in our daily life

Effect of social media on our society

Impact of Social Media Websites

Protocols and standards used for internet

Elements and creation of Web Page

4.3 Social media

Social media are computer-mediated tools that allow people to create, share or exchange

information, ideas, and pictures/videos in virtual communities and networks. Social media is

defined as ―a group of Internet-based applications that build on the ideological and technological

foundations of Web 2.0, and that allow the creation and exchange of user-generated content.

Furthermore, social media depend on mobile and web-based technologies to create highly

interactive platforms through which individuals and communities share, co-create, discuss, and

modify user-generated content. They introduce substantial and pervasive changes to

communication between businesses, organizations, communities, and individuals. These changes

are the focus of the emerging field of techno self studies. Social media differ from traditional or

industrial media in many ways, including quality, reach, frequency, usability, immediacy and

permanence. Social media operates in a dialogic transmission system, (many sources to many

receivers)‖. This is in contrast to traditional media that operates under a monologic‖ transmission

model (one source to many receivers).

4.3.1 What Are Some Social Media Websites?

As previously we have discussed the introduction of social media, now we can move on to the

concept of social media websites. Social media in itself is a broader term , large range of

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websites are covered in it. Among these websites the common link is that person is able to

interact with website and also interact among its other visitors.

Common examples of common media websites are given below:-

Social Bookmarking: In this people bookmark people and interact by searching through

websites and by tagging websites. Example: Blinklist, Simpy

Social News: People can interact by commenting and voting for various articles using

these websites. Example: Propeller, Reddit

Social Networking: Using various social networking websites people can join groups,

comment on each others post and can participate in various types of discussions.

Example: Facebook, Hi5

Social Photo and Video Sharing: Here people can interact by sharing social photos and

videos on user submissions. Example: YouTube, Flickr

Wikis: In this people interact by adding various articles and knowledge related to various

topics. Example: Wikipedia, Wikia

Following are few example web sites from above

Facebook: Facebook is a social networking website that allows users to join networks

organized by city, workplace, school, and region to connect and interact with other

people. People can also add friends and send them messages, and update their personal

profile to notify friends about themselves.

Flickr: Flickr is a powerful social networking site that uses photos to link people

together.

Twitter: Twitter is a social networking and micro-blogging service that allows its users

to send and read other users' updates (known as tweets), which are text-based posts of up

to 140 characters in length. People access Twitter updates either through the Twitter

website or a wide variety of programs created specifically to view and respond to tweets.

YouTube: YouTube is a video sharing website where users can upload, view, share and

comment on video clips.

Instagram: Instagram is photo sharing web site. User may access its services through

Internet or mobile app. while accessing form net user uploads pictures from computer

disk and when using mobile app he/she can click and share directly from mobile using its

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camera. Instagram also allows user to comment and share their views on particular

picture.

Google+: Google+ (pronounced and sometimes written as Google Plus) is an interest-

based social networking web site. It features to post photos and status updates to the

stream or interest based communities. Features also included the ability to group different

types of relationships (rather than simply "friends") into Circles, a multi-person instant

messaging, text and video chat called Hangouts, events, location tagging, and the ability

to edit and upload photos to private cloud-based albums

Social media is a new way to communicate and share information amongst friends, family, and

colleagues online, as well as meeting people with similar interests. Social media sites are being

used regularly by millions of people worldwide.

4.3.2 Effects of using social media for news purposes

Just as television turned a nation of people who listened to media content into watchers of media

content, the emergence of social media has created a nation of media content creators.

―According to 2011 Pew Research data, nearly 80% of American adults are online and nearly

60% of them use social networking sites. More Americans get their news via the Internet than

from newspapers or radio, as well as three-fourths who say they get news from e-mail or social

media sites updates, according to a report published by CNN. The survey suggests that Facebook

and Twitter make news a more participatory experience than before as people share news articles

and comment on other people's posts‖.

Fig. 4.2: Social Media

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4.3.3 Criticisms of social media

Criticisms of social media range from criticisms of the ease of use of specific platforms and their

capabilities, ―disparity of information available, issues with trustworthiness and reliability of

information presented, the impact of social media use on an individual's concentration,

ownership of media content, and the meaning of interactions created by social media. Although

some social media platforms ―offer users the opportunity to cross-post simultaneously, some

social network platforms have been criticized for poor interoperability between platforms, which

leads to the creation of information silos- isolated pockets of data contained in one social media

platform. However, it is also argued that social media have positive effects such as allowing the

democratization of the Internet while also allowing individuals to advertise themselves and form

friendships. Others have noted that the term "Social" cannot account for technological features of

a platform alone, hence the level of sociability should determined by the actual performances‖ of

its users‖.

4.3.4 Is Social Media and Social News The Same Thing?

It is easy to confuse social media with social news because we often refer to members of the

news as "the media." ―Adding to the confusion is the fact that a social news site is also a social

media site because it falls into that broader category. But social news is not the same thing as

social media anymore than a banana is the same thing as fruit. A banana is a type of fruit, but

fruit can also be grapes, strawberries, or lemons. And while social news is social media, social

networking and wikis are also social media. And these websites are not the only social media

websites‖. Any website that invites you to interact with the site and with other visitors falls into

the definition of social media.


1. ____________ refers to any type of application or presentation that involves more

than one type of media, such as text, graphics, video, animation, and sound.

A. An executable file

B. Desktop publishing

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C. Multimedia

D. Hypertext

2. A smaller version of an image is called a:

A. clipart

B. bitmap

C. portable network graphic

D. thumbnail

3. Designed to create a particular look, a __________ contains color schemes, slide and

title masters with custom formatting and fonts styles.

A. template

B. presentation

C. slide

D. background

4. Adding _________ to objects on your slides not only controls the flow of

information, but adds interest to your presentation.

A. background

B. transition

C. animation

D. popups

5. A ____________ is a series of slides displayed in a particular sequence.

A. placeholder

B. layout

C. template

D. slide show

6. List some social media sites which are not social networking sites.

___________________________________________________________________________

___________________________________________________________________________

_____________________________________________________________________________

_________________________________________________________________________

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4.4 Web Page

―A web page (or webpage) is a web document that is suitable for the World Wide Web and the

web browser. Typical web pages provide hypertext that includes a navigation bar or a sidebar

menu to other web pages via hyperlinks, often referred to as links‖.

On a network, a web browser can retrieve a web page from a remote web server. On a

higher level, ―the web server may restrict access to only a private network such as a corporate

intranet or it provides access to the World Wide Web. On a lower level, the web browser uses the

Hypertext Transfer Protocol (HTTP) to make such requests.

A static web page is delivered exactly as stored, as web content in the web server's file system,

while a dynamic web page is generated by a web application that is driven by server-side

software or client-side scripting.‖ Dynamic website pages help the browser (the client) to

enhance the web page through user input to the server.

4.4.1 Elements

A web page, as an information set, can contain numerous types of information, which is able to

be seen, heard or interacted with by the end user:

Perceived (rendered) information:

Textual information: with diverse render variations.

Non-textual information:

Static images may be raster graphics, typically GIF, JPEG or PNG; or vector

formats such as SVG or Flash.

Animated images typically Animated GIF and SVG, but also may be Flash,

Shockwave, or Java applet.

Audio, typically MP3, ogg or various proprietary formats.

Video, WMV (Windows), RM (RealMedia), FLV (Flash Video), MPG, MOV

(QuickTime)

Interactive information:

For "on page" interaction:

Interactive text: see DHTML.

Interactive illustrations: ranging from "click to play" images to games, typically using

script orchestration, Flash, Java applets, SVG, or Shockwave.

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Buttons: forms providing alternative interface, typically for use with script orchestration

and DHTML.

For "between pages" interaction:

Hyperlinks: standard "change page" reactivity.

Forms: providing more interaction with the server and server-side databases.

Internal (hidden) information:

Comments

Linked Files through Hyperlink (Like DOC, XLS, PDF, etc.)

Metadata with semantic meta-information, Charset information, Document Type

Definition (DTD), etc.

Diagramation and style information:

Information about rendered items (like image size attributes) and visual specifications, as

Cascading Style Sheets (CSS).

4.4.2 URL

Typically, web pages today are becoming more dynamic. ―A dynamic web page is one that is

created server-side when it is requested, and then served to the end-user. These types of web

pages typically do not have a permalink, or a static URL, associated with them. Today, this can

Fig. 4.3: A typical web page of

www.mygov.in

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be seen in many popular forums, online shopping, and even on Wikipedia. This practice is

intended to reduce the amount of static pages in lieu of storing the relevant web page information

in a database‖. Some search engines may have a hard time indexing a web page that is dynamic,

so static web pages can be provided in those instances.

4.4.3 Creation

To create a web page, a text editor or a specialized HTML editor is needed. In order to upload

the created web page to a web server, traditionally an FTP client is needed.

The design of a web page is highly personal. A design can be made according to one's own

preference, or a premade web template can be used. Web templates let web page designers edit

the content of a web page without having to worry about the overall aesthetics. Many people turn

to all-in-one sites for web domain purchases, web hosting service and templates to build

customized websites. Web publishing tools such as Tripod and Wordpress offer free page

creation and hosting up to a certain size limit. Other ways of making a web page is to download

specialized software, like a Wiki, CMS, or forum. These options allow for quick and easy

creation of a web page which is typically dynamic.

4.4.4 Viewing

Web browser is needed in order to have a graphical view of web page. Using this software web

pages can be retrieved from internet. These days web browsers that are currently used have the

ability to show source code. If we view a web page in text editor than it will also display its

source code.

4.4.5 Saving

When we view a webpage, ―a copy of that web page gets saved locally and thats what we view.

That copy may be deleted at any time or we can store it indefinitely and that can be done through

browser settings without realizing it. Many GUI web browsers web page can be saved more

permanently using various options. These may include:

Save the rendered text without formatting or images, with hyperlinks reduced to plain

text

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Save the HTML as it was served — Overall structure preserved, but some links may be

broken

Save the HTML with relative links changed to absolute ones so that hyperlinks are

preserved

Save the entire web page — All images and other resources including style sheets and

scripts are downloaded and saved in a new folder alongside the HTML, with links to

them altered to refer to the local copies. Other relative links changed to absolute

Save the HTML as well as all images and other resources into a single MHTML file. This

is supported by Internet Explorer and Opera.‖ Other browsers may support this if a

suitable plug-in has been installed.

Most operating systems allow applications such as web browsers not only to print the currently

viewed web page to a printer, but optionally to "print to a file that can be viewed or printed later.

Some web pages are designed, for example by use of CSS, so that hyperlinks, menus and other

navigation items, which will be useless on paper, are rendered into print with this in mind.

Sometimes, the destination addresses of hyperlinks may be shown explicitly, either within the

body of the page or listed at the end of the printed version. Web page designers may specify in

CSS that non-functional menus, navigational blocks‖ and other items may simply be absent from

the printed version.

4.5 Internet Protocol:

The Internet has ―revolutionized many aspects of our daily lives. It has affected the way we do

business as well as the way we spend our leisure time. Count the ways you‘ve used the Internet

recently. Perhaps you've sent electronic mail (e-mail) to a business associate, paid a utility bill,

read a newspaper from a distant city, or looked up a local movie schedule-all by using the

Internet. Or maybe you researched a medical topic, booked a hotel reservation, chatted with a

fellow Trekkie, or comparison-shopped for a car.‖ The Internet is a communication system that

has brought a wealth of information to our fingertips and organized it for our use.

4.5.1 Protocols

In computer networks, communication occurs between entities in different systems. An entity is

anything capable of sending or receiving information. However, ―two entities cannot simply

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send bit streams to each other and expect to be understood. For communication to occur, the

entities must agree on a protocol. A protocol is a set of rules that govern data communications. A

protocol defines what is communicated, how it is communicated, and when it is communicated.

The key elements of a protocol are syntax, semantics, and timing.

Syntax: The term syntax refers to the structure or format of the data, meaning the order

in which they are presented. For example, a simple protocol might expect the first 8 bits

of data to be the address of the sender, the second 8 bits to be the address of the receiver,

and the rest of the stream to be the message itself.

Semantics; The word semantics refers to the meaning of each section of bits. How is a

particular pattern to be interpreted, and what action is to be taken based on that

interpretation? For example, does an address identify the route to be taken or the final

destination of the message?‖

Timing: The term timing refers to two characteristics: when data should be sent and how

fast they can be sent. For example, if a sender produces data at 100 Mbps but the receiver

can process data at only 1 Mbps, the transmission will overload the receiver and some

data will be lost.

4.5.2 Standards

Standards are essential in creating and maintaining an open and competitive market for

equipment manufacturers and in guaranteeing national and international interoperability of data

and telecommunications technology and processes. Standards provide guidelines to

manufacturers, vendors, government agencies, and other service providers to ensure the kind of

interconnectivity necessary in today's marketplace and in international communications. Data

communication standards fall into two categories: de facto (meaning ―by fact" or "by

convention") and de jure (meaning "by law" or "by regulation").

De facto: Standards that have not been approved by an organized body but have been

adopted as standards through widespread use are de facto standards. De facto standards

are often established originally by manufacturers who seek to define the functionality of a

new product or technology.

De jure: Those standards that have been legislated by an officially recognized body are

de jure standards.

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Q1. What are web URLs/URIs?

__________________________________________________________________________

__________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

Q2. Explain difference between protocol and standard?

__________________________________________________________________________

__________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

4.6 Summary

Multimedia are computer controlled and processed information. It has five main component

namely, text, audio, video, image and animation. Multimedia has huge application in the field of

communication, entertainment, television, film; tutorial presentation etc. social media are those

multimedia elements that shared over public network like Internet. There are many social media

websites that are specialized for a particular multimedia type for example YouTube which shares

video and Instagram which shares pictures. Social news websites are also a form of social media

which shares news using these multimedia components.

For all these social media sites we need the services of WWW and Internet. Web servers are

server side computers which store web pages. Web pages are collection of information. A typical

web page has many perceived and hidden information. A protocol is a set of rules that govern

data communications. A protocol defines what is communicated, how it is communicated, and

when it is communicated.

4.7 Key Words

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Multimedia: Computer controlled and processed information

Protocol: A protocol is a set of rules that govern data communication; the key elements

of a protocol are syntax, semantics, and timing.

Standards: Standards are necessary to ensure that products from different manufacturers

can work together as expected.

Social Media: computer-mediated tools that allow people to create, share or exchange

information, ideas, and pictures/videos in virtual communities and networks.

Social News: A type of social media web site which shares new.

Web Page: Collection of information stored in web server


Check your Progress 1: 1(C) 2(D) 3(A) 4 (C) 5(D)

Check Your Progress 2: Base on section 4.4 and 4.5


1. What is multimedia? Why it gained popularity in the field of journalism?

2. How social media has changed our daily life? What is various forms of social media?

3. In what manner, social media and social new are different to each other?

4. What are different elements of a web page? List some elements which are not showed by

browser but are necessary part of web pages.

5. What are Internet Protocols?


1. Social Media And New Technologies by Ambrish Saxena

2. Search and Social: The Definitive Guide to Real-Time Content Marketing

3. Here Comes Everybody: The Power of Organizing Without Organizations. by Clay

Shirky

4. Grouped: How small groups of friends are the key to influence on the social web. by Paul

Adams

5. News And Social Media by Madhuri Madhok

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Lesson 5

Web Development Technology

Structure

5.1. Introduction

5.2. Objectives

5.3. Definition

5.4. Concepts

5.4.1 Web Development Techniques

5.4.2 Web page Development

5.4.3 Insertion of a Web Page

5.4.4 Linking web Pages

5.4.5 Editing a Web Page

5.4.6 Publishing a Web Page

5.5. Summary

5.6. Key Words

5.7. Answers to Check your Progress

5.8. Test/Model Questions

5.9. References and suggested readings

5.1 Introduction

Website Development is a meant for forming a new website or employing changes to one

already in use, e.g. adding a significant new section to a live site. In another words, the process

that represents a framework within which all actions—from inception to review (and eventual

demise, if necessary)—can take place.

There are 8 steps in the development process of a web site. These are:

• Planning: Deciding what to create and why you want a website.

• Content: Create a content's rundown you need.

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• Design: Create a configuration for showing the substance.

• Construction: Write the code and burden up you're content.

• Test: Make beyond any doubt everything works appropriately.

• Hosting: Choose a space name & discover a spot to put your website on the internet.

• Publicity: Build traffic via publicity the website.

• Review: Review the site after proper intervals to make sure that it succeeds.

Of course, Website Development does not happen just for fun—it must be initiated in some way.

Fig. 5.1: The Website Development Cycle.

5.2 Objectives

After reading this lesson, you will be able to learn and understand about:

• define the term web development;

• web development technologies;

• how to develop a web page using HTML

• outline the scope of web page development as seen in daily life;

5.3 Definition

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Web development is a process of creating, building, and retaining existing live websites. It

contains all features such as web design, web publishing, web programming, and database

management. But "web developer" and "web designer" are the terms which are frequently

used synonymously, they do not mean the same thing. In fact, a web architect just plans site

interfaces utilizing HTML and CSS. A web designer may be included in planning a site, however

might likewise compose web scripts in dialects, for example, PHP and ASP. Also, a web engineer

may help keep up and upgrade a database utilized by a dynamic site.

5.4 Concepts

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5.4.1 Some of the Web Development Customer Side Technologies:-

XHTML: XHTML is a markup dialect intended to structure data for presentation as

pages. The pages have speediest download times conceivable, are distinguishable on all

programs, are internet searcher inviting, and have most extreme forward similarity.

Cascading Style Sheets: Cascading Style Sheets control how site pages are shown in the

program, and permit the detachment of presentation from structure and substance. CSS

help guarantee that website pages are introduced in an available path to all guests, over an

extensive variety of media.

JavaScript: JavaScript is a lightweight scripting innovation which is utilized close by

XHTML archives to make sites more intelligent.

Server-Side Technologies

PHP: PHP is a quick, server-side scripting dialect that is utilized to make intelligent,

element sites. It is especially appropriate to incorporating with a scope of databases.

CGI/Perl: Perl is a programming dialect that can deal with info and yield from a Web

Server, typically through the Common Gateway Interface. It is most generally used to

process data through structures.

XML/XSL: XML is a product and equipment free markup dialect intended for portraying

and transmitting data. It is set to turn into the most widely recognized device for all

information control and information transmission. XSL is a dialect for characterizing,

changing and designing XML records.

MySQL: MySQL is a quick, open-source Relational Database Management System that

uses the mainstream Structured Query Language (SQL). It is ideal for most sites that

need database usefulness, and works as an inseparable unit with PHP.

Linux/Apache: Linux is a mainstream open-source working framework, and Apache is

the most broadly utilized web server on the Internet. Together they give a quick, to a

great degree solid, secure stage for sites.

5.4.2 Web Page Development

Web page development is the process of researching, writing, gathering, organizing,

and editing information for publication on websites. Web page content may consist of

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prose, graphics, pictures, recordings, movies or other digital assets that could be distributed by a

hypertext transfer protocol server, and viewed by a web browser.

Site pages, which are the building squares of sites, are reports, normally written in plain

content sprinkled with designing guidelines of Hypertext Markup Language (HTML, XHTML).

They may consolidate components from different sites with suitable markup grapples. Site pages

are gotten to and transported with the Hypertext Transfer Protocol (HTTP), which might

alternatively utilize encryption (HTTP Secure, HTTPS) to give security and protection to the

website page's client content. The pages of a website can usually be accessed from a

simple Uniform Resource Locator (URL) called the web address.

5.4.3 Insertion of a Web Page

Although you can make a webpage without knowing HTML, you will have inevitable problems

no matter what webpage editor you're using and you will need to know HTML to fix it.

Steps to create a Web page

1. What is HTML-HTML (Hyper Text Markup Language) is used to makes web-pages.It

is an coding language. To see how it looks like, go into Internet Explorer and right-click to

choose "View Source".A page of code will be seen, and that is HTML. That code is what

your browser sees and then interprets it into as that web-page.

2. Make your starting web page as basic as possible. The syntax and the script languages

should be as simple as possible.The information in HTML is always written between an

opening HTML tag and a closing HTML tag. An opening tag looks like this: <___>. A

closing tag looks like this: </___>. Eventually, the ___ is replaced with a code.

3. Go to Start, then "Programs" and then "Accessories." Click on the "Notepad." It

would be more easier if you use Notepad++ - once HTML language is chosen, everything

you write will be automatically connected with different colors – it will make the task more

easier to correct possible mistakes.

4. Tell the browser what language you are using. Type <html>. It is the first tag you write

that tells the computer you're starting a web-page. It will also be closed last, so at the end of

the document, close it off by typing this: <>. This ends the web page.

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5. Add the heading of the page as shown.

6. Give your page a title. A title is important because it gives your users an idea what the

page is about. Also, when users bookmark your site, that title is all they will see in their

bookmark list. The title for HTML code is <title>. Close it off at the end of your title by

writing </title>

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7. Work on the body of the page. Type <body> to open the body tag. Then close the body

tag by typing </body>. The bulk of the information for your web-page goes between

<body> and </body>. To give your web-page a background color, you can add a style to the

body. Instead of simply writing ,write <body style="background-color:silver">. You can try

a different color or even a hex code. The words in the quotation marks are known as

"attributes." They must be surrounded by quotation marks!

8. Write some text between the body tags.

To make the text go to the next line (like pressing "Enter" on your keyboard), write <br>.

―Want to add a marquee, otherwise known as a word that moves across a screen? Simply type

<marquee>TEXT GOES HERE</marquee>‖.

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9. Save your work. Go to "save as", put a ―filename with an .html extension (such as

"testfile.html") and choose "all files" or "text" under file type. It won't work if both are not done.

Go find the page wherever you saved it, double click it, and your default web browser should

open up your very own web-page‖.


Q1. What is Web Development?

__________________________________________________________________________

__________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

Q2. Write some client Side and Server Side technologies?

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

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5.4.4 Linking Web Pages

Links and images are the most popular things on web pages. They are easy to add (just two basic

HTML tags) and they bring excitement to your plain text pages. A link is called an anchor in

HTML, and so the tag to represent it is the A tag. When you add a link, you must point to the

web page address that you want your users to go to when they click the link. You specify this

with the href attribute. The href attribute stands for ―hypertext reference‖ and it's value is the

URL where you want your link to go to.

For example, to create a text link, you write:

<a href="URL of the web page to go to">Text that will be the link</a>

So to link to the About.com Web Design/HTML home page, you write:

<a href="http://webdesign.about.com">About Web Design and HTML</a>

5.4.5 Editing a Web page

You've seen how to create a basic webpage. Clearly, most websites are fancier than simple text,

however. To make your website look nice, you'll need to learn HTML and CSS, two of the

languages used in web development. HTML and CSS are not covered in this tutorial.

However, you don't even need to know HTML and CSS to be able to edit an existing

website! On the web, text is text is text. If all you want to do is update the text on a webpage,

you can simply open up the webpage file, change the text, save it, and upload it to the server.

Here's an example. Let's say there is an out of date webpage for a sports team. All the players

that it lists are no longer on the team. Updating the player names is easy, just follow these steps:

1. Look at the URL of the page and identify the domain, path, and file of the webpage.

2. In most cases, the domain of the page is also the location of the web server. You will still

need a username and password to log in to make your changes, however. Obtain these

from your system administrator.

3. Connect to the web server, and find the webpage file based on path and file in the page

URL.

4. Transfer the file to your computer, and open it in a text editor.

5. Find the text you want to change and make your changes. In this case, replace the names

of the old players with the names of the new players. Save the file with a new name to

distinguish it from the old file.

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http://webdesign.about.com/od/beginningtutorials/ht/htcreatelink.htm



http://webdesign.about.com/od/htmltags/p/blathref.htm

http://webdesign.about.com/od/xhtml/g/bldefhypertext.htm

http://webdesign.about.com/od/beginningtutorials/ht/how-to-write-a-web-link.htm

6. Transfer the new file to the web server. Check the file in your browser to make sure

everything looks right.

7. Delete the out-of-date file from the web server, and rename the new file on the web

server so that it replaces the old one.

5.4.6 Publishing a Web page

The final phase of creating a web site is publishing your pages. To place your pages on the Web,

you need a Web server. Commonly called hosts, Web servers allow you to transfer and store

files, including HTML documents, images and multimedia files.

Unless you have your own Web Server, you need to find a server to host your pages.

Some example of webhost are:

http://www.godaddy.com/

http://www.1and1.com

http://www.virtualempire.com/

Steps to publish a web page:-

1. Establish the basics. Your website will need two things:

i. A unique domain name. Each domain name is listed with a DNS (Domain Name Server),

which categorizes a domain name with a unique Internet Protocol (IP) address.

ii. Space. To each website, there must be a web space allocated to it. This is given by a web

server, several of which are maintained by private companies.

2. Find out if the name you want is available. Many websites (such as domainsbot) will

catalogue which domains are available. Or, you can always try typing the domain you want into

the URL field of your browser.

3. Find a website that can show you similar domain names that are available. Searching a

taken domain will turn up similar domains that are still open. For example, if you want to

register the domain name ―domainhostingcompany.com‖ you'd see that

―domainhostingcompany.co‖ is available but ―domainhostingcompany.com‖ is already

registered.

4. Register your domain. Find a domain name registrar and sign up your domain. (To find a

registrar, simply search "domain name registrar.") You'll probably have to pay a start-up fee, as

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well as a yearly fee to keep the domain registered in your name. Afterward, the registrar will

provide you with access to a control panel for your website.

5. Manage your website. From the control panel, you can check your disk space and monthly

bandwidth space. You can also upload and download the contents of the website, as well as

updating the files and folders of the website using FTP server address.


1. State the following as true or false:

a) HTML stands for Hypertext Markup Language.

______________________________________________________________________

b) XML is a software and hardware dependent markup language designed for describing

and transmitting information..

______________________________________________________________________

c) href is used for linking web pages .

________________________________________________________________

d) <br> tag is used to make the text to go to the next line.

_________________________________________________________________

5.5 Summary

Web Development is a broad term that incorporates all areas of developing a Web site for the

World Wide Web.

Some of the Web Development technologies are client side like XTM,CSS, Java Script while

some are server side like PHP,CGI/Perl, MySQL.

Web page development is the process of researching, writing, gathering, organizing,

and editing information for publication on web sites.

Webpages are accessed and transported with the Hypertext Transfer Protocol (HTTP).

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https://en.wikipedia.org/wiki/Research

https://en.wikipedia.org/wiki/Writing

https://en.wikipedia.org/wiki/Editing

https://en.wikipedia.org/wiki/Information

https://en.wikipedia.org/wiki/Publication

https://en.wikipedia.org/wiki/Web_site

https://en.wikipedia.org/wiki/Hypertext_Transfer_Protocol

The pages of a website can usually be accessed from a simple Uniform Resource

Locator (URL) called the web address.

5.6 Keywords

Web Page: A web page is a web document that is suitable for the World Wide Web and

the web browser.

Web Page Development: It is a method for making a new website or applying changes

to one already in use.

HTML: It is the standard markup language used to create web pages

XML: It is a markup language that defines a set of rules for encoding documents in

a format which is both human-readable and machine-readable

URL: It is an acronym for Uniform Resource Locator and is a reference (an address) to

a resource on the Internet.


1. Explain Web Development Technology?

2. Explain client Side and Server Side technologies?

3. What is web page development?

4. Explain how to insert and edit a web page?

5. Explain how to link and publish a web page?


1 Check your progress 1: 1. Base your answer on section 5.1; 2. Base your answer on

section 5.4.1

2 Check your progress 2: 1 a) True; b) False; c) True; d) True;

5.9 References

http://www.diffily.com/book/website_development.pdf

https://en.wikipedia.org/wiki/Web_development

Website Development- Gerry McGovern

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https://en.wikipedia.org/wiki/Uniform_Resource_Locator



https://en.wikipedia.org/wiki/Web_address

https://en.wikipedia.org/wiki/Web_document

https://en.wikipedia.org/wiki/World_Wide_Web

https://en.wikipedia.org/wiki/Web_browser

https://en.wikipedia.org/wiki/Markup_language

https://en.wikipedia.org/wiki/Web_page

https://en.wikipedia.org/wiki/Markup_language

https://en.wikipedia.org/wiki/File_format

https://en.wikipedia.org/wiki/Human-readable_medium

https://en.wikipedia.org/wiki/Machine-readable_data

http://www.diffily.com/book/website_development.pdf

https://en.wikipedia.org/wiki/Web_development

Lesson 6

Cyber Journalism

Structure

6.1 Introduction

6.2 Objective

6.3 Online Journalism

6.3.1 What is online journalism?

6.3.2 Online v/s traditional journalism

6.3.3 Effect of online journalism on print journalism

6.3.4 Online v/s mass media journalist audience

6.3.5 Future of online journalism

6.3.6 Career in online journalism

6.3.7 Advantages of online journalism

6.3.8 Sites of online journalism

6.4 Online editions of newspapers

6.5 How web changed economics of news

6.6 Cyber newspaper creation

6.7 Feeds

6.7.1 RSS

6.7.2 Advantages of Feeds

6.8 Summary

6.9 Keywords


6.11 Test/Model questions


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6.1 Introduction

CYBER JOURNALISM is a term coined after the merging of various traditional media brought

about by the increase of media industries due to current arrival of new technology and

globalization. Cyber journalism was made possible by the Internet technology and has gained

importance and is functioning as a pervasive medium along with the traditional media such as

print and electronic. The definition of cyber journalist has gone beyond the domain of

journalistic education. Anybody who is techno-savvy can be a cyber journalist. Hence, questions

of epistemology, professionalism, responsibility and credibility have now become an epitome of

cyber journalism. Nevertheless, we need to re-look at the fundamentals of cyber journalism and

strategies in bridging the gap between professionalism and the epistemology in journalism.

As of today, most of the leading newspapers and magazines have their online versions for more

reach ability, and this further enhances the brand of the respective media houses along with the

business. By the cradle of cyber space the concept of Online Journalism has evolved. Though

Internet journalism is still evolving, but its edges are getting more sharply defined. Online

journalists are increasingly realizing the need to develop new phrase for the medium. The media

understands that the internet cannot be treated as an extension of printing media despite of many

similarities between them. There are many pros of this new entrant in the media where a story

can be told in three different ways – number one is in the text format, number two is in audio

mode, and number three is as a video clip. The medium further demands that stories be

communicated in different forms – as a news alert, headline; and as well as written story over the

internet. The medium further calls some latest skills that are far beyond traditional reporting and

editing requirements.

No one can deny that online reporting has opened a gate for new technology and creative ways

in which the world is changing at a rapid pace and technology just keeps evolving. It‘s a

continuous process of technology over mind and media literacy. The more advancements that are

being made, the more people may struggle with having to learn to be tech-savvy. The growth of

technology is only going to change the face of journalism for good. Cyber journalism is just

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another demonstration of how news and journalism has given the internet/ new media a new

dimension.

6.2 Objectives


Define the term cyber journalism,

Its relation with traditional journalism,

Effect of online journalism,

Future of online journalism

6.3 Online Journalism

Online journalism can be seen as the reporting of facts when produced and distributed over the

Internet. The News & Observer in Raleigh, North Carolina was an early leader in online

journalism. Steve Yelvington talked on the Institute website about Nando,ie owned by The

N&O, by saying "Nando evolved into the first serious, professional news site on the World Wide

Web". It originated in the early 1990s as "NandO Land". Online news took birth in the 1990s.

The history briefly can be seen as : Salon, founded in 1995, was an early leader of online-only

reporting. In 2001 "Salon‖ the Internet's " independent venue for journalism." In 2009, audience

for online journalism keep growing. 2008, for the first time, more Americans reported about

getting their national and international news on internet, instead newspapers. Young people aged

maximum get their news via the Internet, according to PEW Research Center report. Earlier than

2008, the industry hoped that publishing news online would be profitable enough and easy

fundinf of the costs of conventional news gathering would be possible. Later In 2008, however,

online advertising slowed down, and development of new business models was stagnant for the

time. The Pew Project for Excellence in Journalism: describes its 2008 report on the State of the

News Media. It is believed by them that advertising is likely to be best revenue model supporting

the production of online news.

The Internet challenges traditional news organizations in various and vast ways:

Newspapers may lose classified advertising to websites, which are often concerned by interest

instead of geography. The Internet has also raised participation by people who are not journalists,

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for example Indy Media (Max Perez). Bloggers write on blogs. But, as of 2005, blogging has

generally got attention and also led to few effects in mainstream journalism, such as exposing

problem related to a television about President George W. Bush's National Guard Service.

Other relevant tools of online journalism are Internet forums, discussion boards and chats,

specially those representing the Internet version of media. The widespread use of the Internet all

over the world has created a unique opportunity to create a centre place for both sides in many

conflicts. Often this gives a unique chance to find new, alternative solutions to the conflict, but

often the Internet is turned into the battlefield by contradicting parties creating endless "online

battles." Internet radio are other rising independent media based on the Internet.

In Canada there are more ambiguities, as Canadian libel law permits suits to succeed even if

no false statements of fact are involved, and even if matters of public controversy are being

discussed. In British Columbia, as part of "a spate of lawsuits" against online news sites,

according to legal columnist Michael Geist, several cases have put key issues in online

journalism up for rulings. Geist mentioned that Green Party of Canada financier Wayne Crookes

filed a suit in which he alleged damages for an online news service that republished resignation

letters from that party and let users summarize claims they contained. He had demanded access

to all the anonymous sources confirming the insider information, which Geist believed would be

extremely prejudicial to online journalism. The lawsuit, "Crookes versus open politics", attracted

attention from the BBC and major newspapers, perhaps because of its humorous name. Crookes

had also objected to satire published on the site, including use of the name "gang of Crookes" for

his allies. Subsequently, Crookes sued Geist, expanding the circle of liability. Crookes also sued

Google, Wikipedia, Yahoo, PB wiki, domain registrars and Green bloggers who he felt were

associated with his political opponents. Crookes' attempt to enforce BC's plaintiff-friendly libel

laws on California, Ontario and other jurisdictions led to an immediate backlash in bad publicity

but the legal issues remain somewhat unresolved as of November 2009. Crookes lost four times

on the grounds that he had not shown anyone in BC had actually read the materials on the minor

websites, but this left the major question unresolved: How to deal with commentary deemed fair

in one jurisdiction but actionable in another, and how to ensure that universal rights to free

speech and reputation are balanced in a way that does not lead to radically different outcomes for

two people who might for instance participate in a conversation on the Internet. Some Non-

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democratic system that show no respect to international human rights law present some special

challenges for online journalism:

Persons reporting from those systems or with relatives under those systems may be

―intimidated, harassed, tortured or killed and the risk of their exposure generally

increases if they become involved in a private talks and are subjected to any kind of civil

discovery, or if a police officer or government official pressures‖ an international service

provider to disclose their identity to them.

If printing and broadcasting journalists are excluded, unspecified reports from persons on

the spot may be the only way to provide news at all - each individual incident may be

unobjective though statistically a much more representative sample of events might be

collected this way if enough citizens are participating in collecting the news.

Court processes ―that do not at all respect the rights of fair comment on public issues,

political expression in general, religious freedoms, the right to oppose government

decisions or dissent power figures, could be imposed on persons who rarely comment on

a blog.If judgments can be enforced at a distance, this may require costlier legal

responses or chill on comment while case move through a distant court, with the

proceedings possibly being heard in a foreign language under rules the commentator

never heard of before. If people from relatively free countries engage in conversations

with those from sultry countries, for instance on homosexuality, they may actually

contribute to exposing and loss of human rights by their allied‖.

The Internet also offers benefits such as ―personalized news feeds and aggregators,‖

which collect news from different websites into one site. One of the most popular news

aggregators is Google News. Others include Topix.net, and TheFreeLibrary.com‖.

But, some people see too much personalization as baleful. ― Some fear that people will

have narrower exposure to news, seeking only those commentators who already agree

with them‖.

As per a blog‘s articles from other news organizations. ―Original reporting remains a

challenge on the Internet as the concern of authentication and legal risks remain high in

the absence of any net-wide approach‖ to aspersion‖.

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6.3.1 What is online journalism?

The simple answer is, of course, journalism that is practiced online

Journalism is any ―non-fiction or account that reports or analyzes facts and events firmly

rooted in time (either topical or historical) which are selected and arranged by reporters,

writers and editors to tell a story from particular point of view‖.

Journalism has traditionally been‖ published in print, presented on film, and broadcasted

on television and radio. "Online" includes many sites . Most prominent is the World

Wide Web, plus commercial online information services like America Online. Simple

Internet email also plays a big role‖.

One should always remember that Online information is a mixed bag, and should be

treated the same way that professional journalists treat any other information that they

find in the course of reporting a story. Good, reliable editing and filtering of information

becomes ever more important on the Web, where anybody can publish anything and

make it look abundant. Editorial "branding" becomes typical task.

"This means that reporters who are used to fitting stories into a limited amount of space

now must adjust to the idea of unlimited space," said by Boyd. "When you give the whole

text of a press conference, this is very popular. Hundreds of people want to see it. This is

something that was completely impossible up until now," said by Boyd.

"There is an unlimited amount of space online. The newshole, the blank space in a

newspaper that you fit around the ads, is limited in hardcopy. But online it just takes up

room on the server. You're not using paper," said Kilsheimer.

6.3.2 Online v/s traditional journalism

Online=real-time

Online journalism can be published in real time, it updates breaking news and events as

they happen. Just as we gather around the TV or radio, so we can gather and attend real-

time events online through chat rooms and auditorium facilities.

Online=shiftedtime

Online journalism also takes utilizes of shifted time. Online publications can publish and

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hide articles for viewing now or later, just as print, film, or broadcast publications can.

WWW articles can be boundlessly easier to access.

Online=multimedia

Online journalism can have multimedia, as: text and graphics (newspapers and books),

plus sound, music, motion video, and animation, 3D, etc

Online=interactive

Online journalism is very much interactive. Hyperlinks are present to represent the

primary mechanism for this interactivity. Various elements of a lengthy, tedious work,

introducing multiple points of view, and adding depth and detail are linked together.

Traditional journalism forces the reader to a linear narration. The online journalist lets

readers become members, as they click their way through a set of pages that follow from

one to another in a hyperlinked manner.

With interactivity, ―the online journalist can determine in advance, the

reader/participant's progress through the material, but complex navigation pathways,

branching options, and hyperlinks encourage the reader/participant to continue to explore

various narrative threads assembled by the reporter/writer/editor‖.

The Readers can ―freely and instantly respond to material presented by the online

journalist; this response can take several forms. Email to the reporter or editor resembles

the traditional letter to editor of print publications, but email letters can be published

much faster online than in print‖.

Online journalists can see threaded discussions that let readers respond instantly to an

article, and to the comment of other readers. Readers can become participant in the

ongoing editorial environment that emerges from the online journalist's original reporting

and the initial article. Blogs (short for "Web log", a Web-based journal) make this easy.

Some web publications will do better job of creating wonderful and long lasting

relationships with customers than print publications,‖ especially those that do a good job

of identifying audiences who are on the Web‖.

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Print publications may lose clients to Web publications if they do not find a way to

deliver news and information and services on the Web to customers that are web savvy.

6.3.3 Effect of online journalism (or internet) on print journalism

The Internet is a ― time-saving research resource for journalists and editors, especially for

reporters looking for background, if they care to dig and look. You also see a lot of

articles, columns, syndicated features now about the Internet in print and broadcast

publications‖.


1. What do you understand by the term news hole?

_____________________________________________________________

_____________________________________________________________

_____________________________________________________________

_____________

2. How online journalism is different from traditional journalism?

_____________________________________________________________

_____________________________________________________________

_____________________________________________________________

_____________________________________________________________

___________________________________

6.3.4 Online v/s mass media journalists audience

While audiences for online journalism are less than the audiences for mass media

journalism, ―online journalists have the same impact on their audiences that mass media

journalists have -- by selecting which stories to report; by considering which facts,

quotes, and story elements to include and which to exclude; by considering to tell the

story from particular point of view‖.

The Web's interactivity and hyperlinking provides the ―journalist more opportunities to

check multiple points of view in a particular piece than traditional or analog media. The

lack of serious space limitations allows online journalists to develop a story more fully

and to publish source documents‖ and background material.

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6.3.5 Future of online journalism

Earlier news collecting ―organizations, publishers, and broadcasters will continue to

expand their efforts on the Web, and this big money journalism will take advantage of

higher Internet bandwidth and new technologies (streaming audio and video, "push", etc.)

to recreate the earlier broadcast approach on the Web‖.

Blogs have become a popular localle for ordinary people to engage in online journalism.

Meanwhile, ―both within those big organizations and outside them, journalists will

continue to experiment and discover how best to use the native capabilities of the Web –

hyperlinks , interactivity , personalization , community, threaded discussion , etc. to

create new, hybrid editorial environment in which readers be co-creators along with the

journalist, bringing their response, question, experience, to add to the story threads that

the professional journalist produces‖.

6.3.6 Career in online journalism

You can help yourself by learning the basics of journalism. Find and read the books that

are currently used in beginning journalism courses, to learn about the basic kinds of

articles that journalists produce, and the techniques they use to produce them.

You can help yourself by learning the basics of journalism. Find and read the books that

are currently used in beginning journalism courses, to learn about the basic kinds of

articles that journalists produce, and the techniques they use to produce them.

Obviously, you need to develop good, basic writing skills. The best way to do this is to

practice writing the kinds of articles you like, and find an editor (or somebody with

appropriate editorial skills) to give you feedback and show you how to improve your

articles.

I also suggest that you learn about the history of journalism in order to appreciate the

power and privileges that journalists enjoy, and I strongly recommend that you read

classic journalistic works to get a deep understanding of what journalists have done.

6.3.7 Advantages of online journalism

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• Audience control

• Nonlinearity

• Storage and retrieval

• Unlimited space

• Immediacy

• Multimedia capability

• Interactivity and user-generated content

6.3.8 Online journalism sites example:

Myrepublica.com

Nepalnews.com

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Ekantipur.com


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1. List two advantages of online journalism.

_____________________________________________________________________________

_____________________________________________________________________________

_____________________________________________________________________________

___________

2. List some examples of Online journalism.

_____________________________________________________________________________

_____________________________________________________________________________

_____________________________________________________________________________

_____________________________________________________________________________

______________

6.4 Online Editions of Newspapers

A browser-based electronic edition that boosts circulation and ad revenue while cutting costs.”

An online newspaper is the online version of a newspaper, either as a stand-alone publication or

as the online version of a regularly printed outlet.

Going online provided more opportunities to the newspapers, such as competing and being in

action with broadcast journalism in providing breaking news in a more timely manner i.e

instantly and quickly. The credibility and strong brand of well established newspapers, and their

relationship with advertisers, are also seen by people as something strengthening their chances of

survival. The movement away from the printing process can also help to decrease costs as lots of

investment would be saved by minimization of resources and resource utilization.

Online newspapers are much like ―hard-copy newspapers and have the same legal fences,

such as laws regarding libel, privacy and copyright, also apply to online publications in most of

the countries, like in the UK there is a Data Protection Act that applies to online newspapers and

news pages, as well as the PCC rules in the UK‖.

News reporters are taught to shoot video and to write in the manner necessary for

the ―Internet news pages. Many are learning how to bring blogs in action and the ruling by the

UK's PCC should help this development of the internet. Some newspapers have attempted to

collect the internet into every aspect of their operations, i.e., reporters writing stories for both

print and online, and classified advertisements appearing in both media; others operate websites

that are more distinct from the printed newspaper‖.

In the past, it was all about newsstands, subscriptions and strategic locations Then, the

internet became important – and relying solely on advertising revenue. Now, however, it is about

reach and effective online delivery of content including people less old than 30 years.

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The newspaper industry is struggling with falling circulation and the loss of ad revenue

which has shifted towards online initiatives, most often to other industries than the

newspaper industry.

The world, especially young people, have has become accustomed to ‗free‘ news. In

other words it is a challenge to sell content to end-users.

The news, especially local news, is not possible without paid media.

The underlying issue is not the content or the quality, rather, it is the method of delivery

to the readers and re-packaging. End-users have other demands than in the past.

Newspaper‘s greatest assets have always consisted of the content they produce and the

years of history (local and national) that they possess. Having said so, just a few

newspapers make use of their archives and do not repurpose content at all. Your core

asset – your content – is increasing in value; the depth of your archives grows with each

new day‘s paper, and more people are going online to find content they find interesting

and relevant. The key is having a way to repurpose your content, by aggregating,

packaging, or distributing it in novel ways, to generate additional revenue.

We have listed the most important benefits of online publishing for publishers of Newspapers

and Magazines below:

1. Exposure and Revenue Growth: Providing a digital equivalent of your newspaper(s)

online at all times provides your readers access to your content at any time – and

anywhere.

By using the internet as the basis of delivery, geographic limitations are eliminated and

your localized content has the possibility of attracting new geographically distant users.

It is not uncommon for newspapers to see a rise in traffic originating from distant

locations and in new areas of the world. The demographic trends dictate high mobility

and people move more than ever. With the ease of online access and the minimized costs,

these readers will now have the opportunity once again to follow local news from areas

they still remain attached to (local sports teams, local city planning, weddings, and other

news). Major newspapers around the world have put their historical archives online,

creating a new source of revenue using their existing assets. By making their version of

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history available through a mouse-click, they have built new business with global

customer bases and advertisers and sponsors eager to reach them.

2. Increase Page Views: Because our solution provides a complete newspaper, instead of

fragmented website content, we manage to emulate much of the traditional reading

behavior as well as found new ways to consume news.. Our clients often state that

average time spent by their readers in the e-edition of their paper greatly exceeds that of

any time spent on a traditional news website. By adding a digital archive and offering it

to your readers the average number of pages per visits skyrockets.

3. Get Paid for News: Throughout the years website news delivery has been positioned as

‗free‘ in the eye of the consumer. By making the shift from separate web site news to the

actual publishing of a complete e-paper you will once again enable the ability to charge

for your content once again. This has been extremely successful in subscription

campaigns.

4. Virtually no Implementation Curve: While many new online initiatives have high

learning and implementation costs our solution integrates with your exiting publishing

system and is so simple to use that the term ‗learning curve‘ is redundant. We simply

need a solid PDF feed of your publication on a daily basis.

5. Development of Next Generation of Readers: Using an Online Edition for your

Newspaper In Education program lets you deliver information to younger readers in their

preferred format, initiating a strong relationship with future subscribers.

6.5 How the web changed the economics of news – in all media

1. Atomization of news consumption

In the physical world news came as a generic package. You had your politics with your sport;

finance news next to film reviews. You might buy a paper for one match report. No longer.

2. Measurability of users

―If you placed an ad on page 3 in a newspaper with a circulation of 100,000 or a broadcast

watched by 5million, you didn‘t think about the readers who only bought that paper for the

sport; or the viewers who popped out to put the kettle on – and that‘s before we talk about

circulation figures inflated by the assumption that every paper was read by 3 or 4 people.‖

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Online you know exactly how many have looked at a specific page. Not only that, you know

exactly how many have clicked on an ad. And you know exactly how many made a purchase

(etc.) as a result.

3. Mutually conflicting business models

In print you could have your cover price and your ads; online, any paywall means vastly

reduced readership because you are cutting out distribution channels – not just Google, but

the readers themselves who would otherwise pass it on, link to it and blog about it. You

either square that circle, or look for other revenue streams.

4. Reduced cost of newsgathering and production

The technologies were dropping in price long before the internet – satellite technologies ,

desktop publishing. But the web – and now mobile – technology has reduced the cost of

newsgathering, production and distribution to almost nil. ―And new tools are being made all

the time that reduce the cost in time even further. When publishing is as easy as making a

phone call that causes problems for any business that has to maintain or pay debts on costly

legacy production systems.‖

5. End of scarcity of time and space

Sometimes people need reminding of the basic laws of supply and demand. From a limited

availability of journalism to more than you can ever read, any attempt to ‗sell content‘ must

come up against this basic problem.

6. Devaluation of certain types of journalism

If a reader wants a book review most will go to Amazon. Music? Your social

networks, Last.fm, iTunes or MySpace. Sport – any forum. Anyone producing journalism in

those or similar areas faces a real issue.

7. The end of monopolies

The monopoly on advertising has gone. ―Where before an advertiser might have had a choice

between you and a local freesheet, now they can choose from dozens of local media outlets,

national directories, international outlets, search engines, social networks, or spending money

on becoming media producers themselves.‖ This competition has driven the cost down and

innovation up

8. Cutting out middlemen

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Because anyone can publish and anyone can distribute, retailers can talk to customers

directly. If councils can publish news on their own website, or indeed publish and distribute

their own publications, why should they publish announcements in a newspaper? For exp: If

Coca-Cola can create a ‗brand experience‘ on its website, and gather consumer data at the

same time, why should they limit themselves to 30 seconds in the middle of Britain‘s Got

Talent?

10. Digitisation and convergence

When everything is digital, new things become possible. Audio, video, text, photography,

animation – all becomes 1 and 0. You need to understand the efficiencies that makes

possible, from broadcasting live from your mobile phone to releasing images on a Creative

Commons licence or publishing raw data to allow users to add value through mashups. The

value of your organisation lies not just within its walls but beyond them too.

11. The rise of the PR industry

The PR industry is often overlooked as an economic influence on the news industry. Its first

influence lies in the way it has provided cheap copy for news organisations, meaning an

increased reliance by news organisations on fake events, reports and releases. This will

become increasingly problematic as the PR industry starts to cut out the middleman and

appeal directly to audiences.

Secondly, the PR industry has an enormous effect on recruitment and retaining of talent in

the news industry. In short, news organisations have become a training ground for the PR

industry. Journalists who cannot live on newspaper wages have been leaving for PR for some

time now, meaning increased costs of training and recruitment (partly because there are few

older journalists able to train informally). Furthermore, good graduates of journalism schools

are often recruited by PR even before they enter the news industry, meaning the news

industry has a problem attracting the very brains that could save them.

12. A new currency

The rise of social capital is a key development that must be considered. Anyone who thinks

nonprofessional media is not important because it doesn‘t have a ‗brand‘ or because people

will lose interest, doesn‘t understand the dynamics of social capital. Many people read blogs

and other UGC because they trust the person, not the ‗brand‘; many people self-publish

because of the benefits in terms of reputation, knowledge and connections. And many people

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link to news articles or contribute user generated content because a journalist invested social

capital in their communities, or an organisation built a platform that helped users create it.

6.6 Cyber newspaper creation

Digital or cyber magazine can b easily created with the help of online sites. Top 10 sites for

creating digital or cyber magazines or newspapers are:

1. Iussu - One of the most popular and successful online digital magazine

creators/publishers around, with a very nice user interface.

2. Yudu - Upload a document or PDF to create an online magazine that can be emailed our

or embedded into a site.

3. Openzine - Very user friendly site with an abundance of templates and layouts to create a

professional looking magazine and share online.

4. NewsCred - Create a terrific looking online newspaper in 5 minutes, similar to Openzine.

5. Scribd - A very popular "web 2.0" site for creating online content and publishing.

6. Fodey - A fun site to create a newspaper and then download to print out or put on a

blog/site.

7. Zinepal - A great way to bring the news to students by "clipping" online articles. This is a

wonderful site for those making the move to ebook readers.

8. Paper.li - A fantastic site to turn Twitter into an online readable magazine.

9. Guzzle.it - Is a news aggregator that puts online news in one customizable place.

10. Crayon - Create a professional looking newspaper w/ this nice online creator. There are a

bunch of options to choose from so has a bit of a higher learning curve.

6.7 Feeds

NEWS FEED: A news feed is a data format used for providing users with frequently updated

content. ―Content distributors syndicate a web feed, thereby allowing users to subscribe to it.

Making a collection of web feeds accessible in one spot is known as aggregation, which is

performed by anews aggregator. A web feed is also sometimes referred to as a syndicated feed.

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http://issuu.com/

http://www.yudu.com/

http://www.openzine.com/aspx/

http://www.newscred.com/

http://www.scribd.com/

http://www.fodey.com/generators/newspaper/snippet.asp

http://www.zinepal.com/

http://paper.li/

http://guzzle.it/

http://crayon.net/

A typical scenario of web feed use is: a content provider publishes a feed link on their site

which end users can register with an aggregator program (also called a feed reader or a news

reader) running on their own machines; doing this is usually as simple as dragging the link from

the web browserto the aggregator. When instructed, the aggregator asks all the servers in its feed

list if they have new content; if so, the aggregator either makes a note of the new content or

downloads it. Aggregators can be scheduled to check for new content periodically. Web feeds

are an example of pull technology, although they may appear to push content to the user.

The kinds of content delivered by a web feed are typically HTML (webpage content) or links

to webpages and other kinds of digital media.‖ Often when websites provide web feeds to notify

users of content updates, they only include summaries in the web feed rather than the full content

itself.

Web feeds are operated by many news websites, weblogs, schools, and podcasters.

6.7.1 RSS

RSS (Rich Site Summary) is a format for delivering regularly changing web content. ―Many

news-related sites, weblogs and other online publishers syndicate their content as an RSS Feed to

whoever wants it. RSS solves a problem for people who regularly use the web. It allows you

to easily stay informed by retrieving the latest content from the sites you are interested in.

You save time by not needing to visit each site individually. You ensure your privacy, by not

needing to join each site's email newsletter. The number of sites offering RSS feeds is growing

rapidly and includes big names likeYahoo News.

Feed Reader or News Aggregator software allows you to take the RSS feeds from different and

many sites and display them for you to read and use.

Numerouus amount of RSS Readers are available for different types of platforms. Some of the

feed readers include Amphetadesk (on Windows, Linux, Mac), FeedReader (on Windows),

and NewsGator (on Windows - integrates with Outlook). There are also a number of web-based

feed readers available and can be chosen according to requirement. My Yahoo, Bloglines,

and Google Reader are popular web-based feed readers.‖

Many sites display a small icon with the acronyms RSS, XML, or RDF to let you know if a feed

is available.

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6.7.2Advantages of Feeds

There are a number of them. Here are a few:

If you have 10 friends who have blogs, then you will need to visit those blogs to view any

updated content. If you have a feed reader, it can check those 10 blogs every hour (or

whenever you want), let you know when any have been updated, and provide you with

the new content.

If you are on slower internet connection, you don‘t have to visit multiple blogs and load

all of their information individually. Your reader will deliver only the latest content to

you.

You can have constant searches. If you go to the web-based blog aggregators you can

search inside their feeds. Let‘s say you have an interest in ‗Dr Pepper‘. You could search

for that – and the results page will have a feed. If you load that feed into your reader then

you will have a constant search for ‗Dr Pepper‘ at that site. Additionally you can usually

set up a reader to watch for words in all the feeds it gets too.

If your feed reader provides archiving functionality, you can easily keep information for

future reference. For example, if you read something in a feed and, a few days later, you

need that article again, your feed reader should be able to locate it.


1.What are the benefits of online journalism?

_____________________________________________________________________________

_____________________________________________________________________________

_____________________________________________________________________________

___________________________________________________________________________

2.Impact of online journalism on indian economy.

_____________________________________________________________

_____________________________________________________________

__________________________________________________________

3.What do you understand by RSS?

_____________________________________________________________

_____________________________________________________________

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_____________________________________________________________

_________________________________________

6.8 Summary

In this chapter we have learnt that the Cyber journalism was made possible by the Internet

technology and has gained importance and is functioning as a pervasive medium along with the

traditional media such as print and electronic. Online journalism is defined as the reporting of

facts when produced and distributed via the Internet.Difference between online journalism and

traditional journalism its advantages,scope and examples.online journalism is A browser-based

electronic edition that boosts circulation and ad revenue while cutting costs.online journalism

changed the economics of news in all media by Atomisation of news consumption, Measurability

of users, Digitisation and convergence,etc. Digital or cyber magazine can be easily created with

the help of online sites some of them are: Scribd,fodey,yudu,etc. ―A news feed is a data format

used for providing users with frequently updated content. Content distributors syndicate a web

feed, thereby allowing users to subscribe to it.‖

6.9 Keywords

Online journalism - it is a form of journalism where editorial content is distributed via

the Internet as opposed to publishing via printing or broadcasting.

Traditional journalism- is gathering, processing, and dissemination of news, and

information related to news, to an audience.

PR Industry- it has provided cheap copy for news organisations, meaning an increased

reliance by news organisations on fake events, reports and releases.

Digitization- is the process of converting information into a digital format .

RSS- Rich site summary ; often called Really Simple Syndication


Check your progress 1:1.Base your answer on section 6.3.1; 2. Base your

answer on section 6.3.2.

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http://www.scribd.com/

Check your progress 2:1. Base your answer on section 6.3.7; 2. Base your

answer on section 6.3.8.

Check your progress 3:1. Base your answer on section 6.4; 2. Base your

answer on section 6.5; 3. Base your answer on section 6.7.

6.11 Questions

1. What is cyber journalism?

2. Will online journalism lead to the demise of some traditional publications?

3. How reliable is online information?

4. Differentiate between traditional and cyber journalism.

5. List some benefits of online publishing of newspapers for publishers of newspapers and

magzines.

6. What are feeds and how are they beneficial?

7. What is the requirement of a news aggregator for a user?

8. Explain how cyber journalism has affected the cost of newsgathering and production.

9. List the significant tools of online journalism.

6.12 References

1. http://www.x-cago.com/products/online-e-dition/

2. http://eiilmuniversity.ac.in/coursepack/media/Cyber_Journalism.pdf

3. Online journalism by steve hill and paul lashmar.

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http://www.x-cago.com/products/online-e-dition/

http://eiilmuniversity.ac.in/coursepack/media/Cyber_Journalism.pdf

Lesson-7

Online Editing and Publishing

Structure:

7.1 Introduction to Online Editing and Publishing

7.2 Objectives

7.3 Merits and Demerits of Cyber Journalism

7.4 Socio-Economic Aspects of Cyber Journalism

7.3.1 Social aspects of cyber journalism

7.3.2 Economics aspects of cyber journalism

7.4 Summary

7.5 Key Words




7.1 Introduction :

With the development of internet all around the world and replacement of new media with

traditional media, need of online editing and publishing is increasing day by day. Online editing

and publishing will help public in developing and understanding skills of publishing and editing,

and knowledge of related historical, ethical and legal issues. They will be introduced to print-

and screen-based editing and publishing, and the communication, language, technical and

project-management skills to edit and publish texts in context.

7.2 Objectives:

In Editing and Publishing, students will demonstrate a fundamental knowledge of:

design concepts

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technical skills

legal and ethical constraints

Editorial processes in the publishing environment.

This focuses on editing and publishing in the print or text medium and includes activities

associated with online publication.

Roles and Responsibilities of editor:

Editors of scientific journals have responsibilities toward the authors who provide the

content of the journals, the peer reviewers who comment on the suitability of manuscripts

for publication, the journal‘s readers and the scientific community, the owners/publishers

of the journals, and the public as a whole. Depending upon the relationship between the

editor and publisher for particular journals, some of the roles and responsibilities between

the two may overlap in some of the following:

Responsibilities of editor towards Author :-

To provide guidelines to authors for preparing and submitting manuscripts

To provide a clear statement of the Journal‘s policies on authorship criteria

To treat all authors with fairness, courtesy, objectivity, honesty, and transparency

To establish and define ―policies on conflicts of interest for all involved in the

publication process, including editors, staff (e.g., editorial and sales), authors, and

reviewers‖

To protect the confidentiality of every author‘s work

To establish a system for effective and rapid peer review. To make editorial decisions

with reasonable speed and communicating them in a clear and constructive manner

Being vigilant in avoiding the possibility of editors and/or referees delaying a manuscript

for suspect reasons

To establish ―clear guidelines for authors regarding acceptable practices for sharing

experimental materials and information, particularly those required to replicate the

research, before and after publication‖

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To establish a procedure for reconsidering editorial decisions

To describe, implement, and regularly ―review policies for handle ethical issues and

allegations or findings of misconduct by authors and anyone involved in the peer review

process‖

To inform ―authors of solicited manuscripts that the submission will be evaluated

according to the journal‘s standard procedures or outlining the decision-making process

if it differs from those procedures‖.

An editor polishes and refines, he directs the focus of the story or article or movie along a

particular course. He cuts out what doesn‘t fit, what is nonessential to the purpose of the

story. He enhances the major points, drawing attention to places where the audience

should focus. Many fields make use of editors—film, video, magazine, newspaper, blog,

and book, both fiction and non-fiction. A task common to all is to ensure that the product

they produce is the best it can be in the time available and with the resources available.

You‘ll see overlap between terms and duties, chiefly because there‘s no one definition for

editor and no simple explanation of what an editor does

7.3 Merits and Demerits of Cyber journalism over Traditional Newspapers

7.3.1 Merits of cyber journalism over traditional newspapers

The main merit of online journalism is speed. But there are many drawbacks. The stories are

often inaccurate and they are not reported in an unbiased manner by professional journalists.

―Social media is becoming one of the dominant ways that consumers are receiving breaking

news. One of the biggest advantages of news spread in social media is‖ how quickly a story can

be published. Many established companies that produce newspapers have developed their own

websites that can post articles at any time of the day. By using this new technology, traditional

print news companies no longer have the major barrier of time. Allowing them to participate in

breaking news alongside radio and television.‖ ―With 2.4 billion internet users nearly 64.5 per

cent of them knew about a breaking news alert through social media as opposed to traditional

media.‖ This proves that social media outlets take on a great role in news spread in

the21st century, and traditional media has been able to grow by partaking in new media.

Proximity was once a major barrier for almost all of the traditional media outlets. But once it got

involved with modern media it overcame its biggest hurdle, connecting with the entire globe.

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―With 2.4 billion internet users from all around the world, the consumer base of the news is

almost limitless. No longer do people have to watch or read about news from the area around

them. With a click of a button, global news is at the consumers‘ fingertips‖.

Internet has brought the globe together by connecting community like never before.

―Newspaper professionals understand, more than ever, the benefits offered by the digital world

to improve the quality of their conversation with communities‖ . Now that a vast majority of

news stories are posted on the Internet the population is given an insight into new opinions and

ideas, allowing people to see things in a new light and think differently.

The Internet has become a ―powerful medium for communicate on and collaboration, as

evidenced by the hypertext links of more then 10 billion documents authored by millions of

people and organisations around the world‖ . No longer does the barrier of time and distance

hold the world back.

The online world has made news more accessible to millions around the globe. ―Investing in

new media is an exceptional asset to have for traditional media. It allows the consumer a more

efficient way to sort out the news they‘re looking for and it allows traditional news to stay

relevant in the news field. By providing news websites, traditional news companies are able to

reach audiences from around the entire world, and eliminating the proximity barrier‖.

Internet advertising is inexpensive compared to more traditional advertising methods. It's also

easy to track results, so you can determine which online outlets are and aren't working for your

ads. The advantages with Internet advertising are its potential to reach a global audience and its

low cost

In the last decade journalism has entered a stage in which news organizations are less

reluctant to invest in online operations, but An Nguyen‘s study starts from the premise that they

do so driven not by the desire to innovate and fully exploit the potential of online news, but

because of the fear that the internet will replace traditional media in the news market. As a

consequence, they haven‘t actually tried to understand what users want from online news and

how what they want will affect their behavior after receiving it. Surprisingly, the results of

Nguyen‘s study show that traditional press still has a battle to carry, provided that practitioners

understand why people have turned to online news and try to offer them something similar.

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Some past studies have shown that there are 9 socio-technical advantages that have determined

the adoption and use of online news:

no costs

multitasking

more news choices

in-depth and background information

24/7 updates

customization

ability to discuss the news with peers

the existence of different viewpoints

the opportunity to ―talk back to the media‖

7.3.2 Demerits of cyber journalism over traditional newspapers

Newspaper advertising is advertising that readers are likely to spend the most time looking over.

Furthermore, you can target newspaper ads to particular groups of consumers.

The biggest disadvantage to advertising in a newspaper is that ―readership via print mediums

is declining, meaning that less people are being exposed to your ad. Declining circulations are

due to a combination of factors, such as more people accessing information on the Internet and

the 2008 economic recession.. In a newspaper, when you advertise online, your ad isn't just

going to subscribers, but to a much wider audience, so your potential to reach a large number of

prospects is improved‖. Individuals may be less inclined to buy a printed newspaper or read a

news story in its entirety.

Online news may provide less opportunity for newspapers to make money off of

subscriptions.

Certain social media sites may limit how media is expressed, for example, Twitter

―tweets‖ are limited to 140 characters.

With sites such as Twitter and Facebook, you follow and are friends with a certain group

of people. You‘re constantly hearing comments from the same people and are constantly

having your opinions reinforced. Unlike traditional news finding, where you are

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introduced to stories and ideas you may not have necessarily found on your own, you‘re

presented with stories that may only be of interest to your social circle.

Social media groups may revolve around a limited variety of news.

Sources cannot always be trusted. In many cases, there may not even be any sources listed

to see whether the social media news is reliable or not.

You can never depend on social media for the news because sometimes masses of people

will believe one news story is true, when really it is not.

Social media can never replace true journalism.


1. What if online advertising does not work well enough for online news providers?

________________________________________________________________________

________________________________________________________________________

___________________________________________

2. From where we may receive resources for further investment?

_______________________________________________________________________

_______________________________________________________________________

_______________________________________________________________________

_______________________________________________________________________

____________________________

7.4 Socio-Economic Aspects of Cyber Journalism

By now, we are all aware that ―social media has had a tremendous impact on our culture, in

business, on the world-at-large. Social media websites are some of the most popular haunts on

the Internet. They have revolutionized the way people communicate and socialize on the Web‖.

However, ―aside from seeing your friends‘ new baby on Facebook, or reading about Justin

Bieber‘s latest brush with the law on Twitter, what are some of the real impacts, both positive

and negative, that social media has had on our society? Here is a closer look at the effect of

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social media on politics, business, socialization as well as some of the negative effects such as

cyber bullying and privacy.‖

7.4.1 Social aspects of cyber journalism

Impact on Politics

Every politician worth his salt needs to jump on the social media bandwagon. This is

because social websites have played an important role in many elections around ―the

world, including in the U.S., Iran, and India. They have also served to rally people for a

cause, and have inspired mass movements and political unrests in many countries‖.

Effect on Socialization

Social networks offer the opportunity for people to re-connect with their old friends and

acquaintances, make new friends, trade ideas, share content and pictures, and many other

activities. ―Users can stay abreast of the latest global and local developments, and

participate in campaigns and activities of their choice. Professionals use social media

sites like LinkedIn to enhance their career and business prospects. Students can

collaborate with their peers to improve their academic proficiency and communication

skills.‖ You can learn about different cultures and societies by connecting with people in

other countries.

Negative Effects of Social Media

Unfortunately, there are a few downsides too to social networking. ―Many introverts and

socially reclusive users place too much emphasis on virtual interaction, and ignore the

real world outside‖. Read on to learn about a few more negative repercussions of social

media.

Cyber Bullying and Online Harassment

If you are not careful, unscrupulous people can target you for cyber bullying and

harassment on social sites. ―School children, young girls, and women can fall prey to

online attacks which can create tension and distress. If you are a victim of cyber bullying,

do not take it lying down, but try to take appropriate legal action against the attacker.

Impact on Privacy

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If you are not careful, what you post on the Net can come back to haunt you. Revealing

personal information on social sites can make users vulnerable to crimes like identity theft,

stalking, etc. Many companies perform a background check on the Internet before hiring an

employee. If a prospective employee has posted something embarrassing on social media, it

can drastically affect their chances of getting the job.‖ The same holds true for our

relationships too, as our loved ones and friends may get to know if we post something

undesirable on social networks.

7.4.2 Economics aspects of cyber journalism

Now ―facebook, twitter, youtube, pandora, and any other social media site have an application

that you can use on your phone. This is a huge benefit to the economy, because millions of

teenagers are using these apps which is gaining them money. ― According to one study done at

University of Maryland "Facebook and other social media sites have spawned the ―App

Economy‖ which has created between 182,000 and 235,000 jobs and has added between $12.19

billion and $15.71 billion in wages and salaries. A study funded by Facebook finds that in

Europe, Facebook added a similar number of jobs (approximately 232,000)."(Daraius) It is even

impacting the economy worldwide in places like Europe.‖ The use of the apps themselves may

not add a dollar value to the economy, but the fact that they are even created gives many jobs to

people which boosts the economy‖.

Impact on Business

Net savvy companies are using social media to advertise their products, build customer

loyalty and many other functions. ―Interactions and feedback from customers help

businesses to understand the market, and fine-tune their products and strategies. Many

firms organize contests and give away prizes to enthuse consumers to visit their social

website page more often. Compared to television advertisements and other expensive

forms of marketing, social media presence is a cheap and effective means to enhance

brand image and popularity.

Impact on Productivity

Many companies have blocked social networks on their office Internet as addicted

employees can distract themselves on such sites, instead of focusing on work. In fact,

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studies show that British companies have lost billions of dollars per year in productivity‖

because of social media addiction among employees.


1. What are political impacts of social journalism?

_____________________________________________________________________________

_________________________________________________________________________ ___

_____________________________________________________________________________

2. In what manner social journalism may change the economy of any country?

____________________________________________________________________________

____________________________________________________________________________

_____________________________________________________________________________

_____________________________________________________________________________

_____________________________________________________________________________

____________________________________________________________________________

7.8 Summary

7.9 Key Words

Online Editing

Online Publishing

Cyber Journalism

Socio Aspects

Economic Aspects

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Check Your Progress 1: Base your answer on section 1.3.

Check Your Progress 2: Base your answer on section 1.3.


How cyber journalism affects economy of traditional newspapers.

What are the advantages of cyber journalism over traditional newspapers?

Though cyber journalism is effective over traditional newspapers still traditional

newspapers has some merits. Explain them.

What are the various socio economic aspects of cyber journalism?


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Chapter 8

SOCIAL MEDIA

Structure

8.1 Introduction

8.1.1 Examples of social media

8.1.2 Types of social media websites:

8.1.3 Why should you participate in social media?

8.2 Objectives

8.3 Uses of Social media in politics:

8.3.1 Revenue Model for Social Media:

8.4 Implications of Revenue Model for Social Networking Sites and Beyond

8.5 Summary

8.6 Keywords




8.1 Introduction

Social media is the collection of online communications channels dedicated to community-based

input, interaction, content-sharing and collaboration. Websites and applications dedicated to

forums, micro blogging, social networking , social bookmarking, social curation, and wikis are

among the different types of social media.

8.1.1 Examples of social media:

1. Facebook is a popular free social networking website that allows registered users to create

profiles, upload photos and video, send messages and keep in touch with friends, family and

colleagues. According to statistics from the Nielsen Group, Internet users within the United

States spend more time on Facebook than any other website.

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2. Twitter is a free micro blogging service that allows registered members to broadcast

short posts called tweets. Twitter members can broadcast tweets and follow other users'

tweets by using multiple platforms and devices.

3. Google+ (pronounced Google plus) is Google's social networking project, designed to

replicate the way people interact offline more closely than is the case in other social

networking services. The project‘s slogan is ―Real-life sharing rethought for the web.‖

4. Wikipedia is a free, open content online encyclopedia created through the collaborative

effort of a community of users known as Wikipedians. Anyone registered on the site can

create an article for publication; registration is not required to edit articles. Wikipedia was

founded in January of 2001.

5. LinkedIn is a social networking site designed specifically for the business community.

The goal of the site is to allow registered members to establish and document networks of

people they know and trust professionally.

8.1.2 Types of social media websites:

You‘ve probably heard of many of these websites before, but here is an overview of the types of

social media sites available and some examples:

Social networking: Facebook, Twitter, LinkedIN

Social News: Digg Reddit

Social Bookmarking: Del.icio.us, StumbleUpon

Social Photo & Video Sharing: YouTube, Flicker

8.1.3 Why should you participate in social media?

Of course, most of us are involved in social media to some extent in our personal lives, but why

should your organization incorporate social media into your marketing or communications

activities? Here are a few reasons to consider:

To communicate with and engage your existing constituents or audience.

To raise awareness of your cause.

To recruit and/or retain volunteers.

To build new audiences and/or grow your membership.

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To increase event participation.

To raise funds.

Social media is a natural fit for causes because people want to see themselves reflected in the

kinds of causes nonprofits represent. With social media you create real connections with your

supporters. They can tell you what they want and share information with your organization.

Social media gives your supporters a vehicle with which to communicate, ask questions, give

feedback, and share their stories, photos, information.

8.2 Objectives

After studying this chapter you will be able to understand:

Importance of Social Media

Various social media websites

Impact of social media on our society

Impact of social media on politics

Revenue Model for Social Media and its impact for Social Networking Websites

8.3 Importance of Social Media

Social media is hugely important to a business plan in the modern information age, but it doesn‘t

do you any good to engage in it with no idea as to what you want to accomplish when posting.

Tweeting for the hell of it does not constitute a sound social media strategy. For those without a

fundamental idea as to why they have a social media profile or what they intend to do with it,

they better get their priorities in order.

Highlight the brand in posts

There‘s no better opportunity for boosting your brand‘s image and credibility than by

participating in social media. Look at how the big dogs use social media. McDonald‘s Facebook

page is saturated with images and posts hyping their brand. It also uses social media branding in

a subtler way that doesn‘t shove the brand in the face of the customer.

Establish yourself as a thought leader

Social media has become the fourth estate of communications. Papers, television and radio have

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all had their heyday, and now it‘s social media‘s turn. Just look at the rising importance of

Twitter in the news cycle. Want to attract users and readers? Use social media not only as

company mouthpiece, but as a newsfeed for what‘s going on in your area or industry. Tweet

breaking news or write about it on Blogger. If you have the news and the insight, others will

come looking for it.

Provide better customer service

When using social media, it‘s vital to remember it‘s not all about you. Your online friends and

followers factor heavily into the social media equation. Customers want to interact with

businesses, and you should oblige them. If they air a grievance over Facebook, respond as the

situation dictates. If they tweet you a question, retweet back with an answer or ask for more

details. A customer posts something they like that you did? Share it and thank them for their

support.

Showcase your wares

Social media isn‘t just a forum for discussion, but sharing and displaying products and services.

Images have become increasingly popular in social media – Pinterest, the fastest growing social

platform, is in fact dedicated entirely to sharing images – and provides entrepreneurs with a

Grade A opportunity to impress followers and expand their customer base.

Make sales

Ever heard of F-commerce? Well, now you have. It refers to Facebook commerce. That‘s right,

social media is now being used as an ecommerce platform for an all-in-one type customer

experience. Want to make the most money you can? Make your Facebook page an online

storefront and conduct sales through it that couldn‘t be completed anywhere else.

8.4 Uses of Social media in politics

Social Media has rapidly grown in importance as a forum for political activism in its different

forms. Social media platforms, such as Twitter, Facebook and YouTube provide new ways to

stimulate citizen engagement in political life, where elections and electoral campaigns have a

central role.

Personal communication via ―social media brings politician and parties closer to their

potential voters. It allows politicians to communicate faster and reach citizens in a more targeted

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manner and vice versa, without the intermediate role of mass media. Reactions, feedback,

conversations and debates are generated online as well as support and participation for offline

events. Messages posted to personal networks are multiplied when shared, which allow new

audiences to be reached.

Although the presence of social media is spreading and media use patterns are changing,

online political engagement is largely restricted to people already active in politics and on the

Internet. Other audiences are less responsive. For example, television news together with print

and online newspapers are still the most important sources of political information in most EU

Member States.

Social media has reshaped structures and methods of contemporary political communication by

influencing the way politicians interact with citizens and each other. However, the role of this

phenomenon in increasing political engagement and electoral participation is neither clear nor

simple.‖ Social media users are not more politically engaged than nonusers, and those who are

politically active are no better informed because of using social media.

Political Participation

Expressing your political views and discussing them with others are common ways of

participating in politics, and both are also common in social media, but they do not contribute to

a highly reflective discourse.18 Self-expression and group discussion—along with voting,

mobilizing others, contacting elected officials, volunteering in a campaign, or running for

office—are forms of conventional political participation. Public demonstrations, rioting, refusing

to obey unjust laws, uprisings, and revolutions are examples of unconventional or contentious

political action. Both forms of participation have been observed in social media.

Political campaigning, however, is an area in which social media has been extensively used.

For example, campaign managers use social media to announce that their candidate is running

for election, make the candidate look more authentic and accessible, organize campaign staff,

recruit supporters and volunteers, obtain funds, mobilize voters, and spread the candidate‘s

message.

It is interesting that, although politicians have praised the possibilities that social media

offers for deliberation with citizens, they tend to use social media as a one-way communication

tool, rarely engaging in discussion with other users. After being elected, they also fail to engage

with their constituency, using social media to keep constituents informed but not to discuss their

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policies. Indeed, it seems social media is used as a permanent campaign tool to keep politicians

on the users‘ radar. Many credited Obama‘s successful presidential campaign in 2008 to social

media usage; however, the truth is that the outcome strongly depends on the candidates, their

message, their staff, and their ability to mobilize a large enough part of the electorate.

Check your Progress 1:

1. List the uses of social media in Politics

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

8.5 Revenue Model for Social Media:

Social Networking has become a new buzzword in day to day life of youngsters and

gained immense popularity during the past few years. Many network sites such as

Facebook and MySpace are claiming to have millions of members and the membership is

increasing day by day. This study aims to understand and classify the complex revenue

model of the social networking sites (SNS). A comparative case based approach has been

taken to review many social networking sites in order to answer the question of how

social networking sites create value for their users and how they can capture it. In

particular, how social networking sites can generate revenues through advertising,

subscription, and transaction models and managerial implications, providing examples

from case studies and recommendations for leveraging the value created through these

services.

8.5.1 Implications of Revenue Model for Social Networking Sites and Beyond

The advent of Web 2.0 and the shift towards user focused and user generated content (Pagon

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and Quigley 2005) has led to birth of several products like Social Networking Sites (SNS),

Bots, Mashups, Wikis and Blogs. But, amongst all SNS today have become most popular and

is a cultural phenomenon where the essence of youth gets captured at its veritable best. SNS

(general category is referred as user generated content) provide the platform for sharing videos,

photos and blogging. This user-generated content is expected to generate revenue worth $4.3

billion by 2011 and has been able to contribute the maximum in growth. More than 55% of

teens online use social network and 48% of them visit SNS daily or more.

Sites like Facebook, Myspace, Friendster, Xanga and Bebo have been able to generate

tremendous word of mouth and a large traffic of user on their sites. Perhaps the flexibility

provided by these sites to users, to create their own page and flexibility to do things on the

website makes SNS a popular and preferred platform for the youth. Lenhart and Madden

(2007) argue that SNS sites are popular for a variety of reasons like helping stay in touch with

friends, make new friends or even flirt with someone. Feelings of affiliations and belongings,

need for information, goal achievement, self-identity, values and notions of accepted behaviour

are some of the other reasons for which people join SNS. Categorisation of reasons for people

adopting technology such as SNS are Internet self-efficacy, need for cognition, need to belong

and collective self-esteem.

One of the major challenges for a SNS is about sustainability. The question that is most

often asked, whether there is a business model1 that can generate revenue for these sites?

Though, SNS today are generating millions as traffic on their website, but do they convert to

revenues? Can a technological product like SNS survive the current market place, on the basis

of revenue model, developed in late 90‘s in? If this revenue model is sustainable then can it be

duplicated for new sites and will it guarantee them profit or not? ―In the most basic sense, a

business model is the method of doing business by which a company can sustain itself -- that

is, generate revenue. The business model spells-out how a company makes money by

specifying where it is positioned in the value chain.‖

The following sources to generate revenue from the internet as a medium:

Brokerage

Merchant

Manufacturer

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Advertising

Infomediary

Community

Affiliate

Subscription

Utility

So far most SNS seem to have relied on advertising or subscription based model for revenue

generation and a select few explore the other options on a very limited basis. The most popular

sites MySpace, Facebook and wilipedia are social media related and seem to have almost

similar approaches to revenue generation, barring Wikipedia. Facebook on its press section

claims a user base of more than 500 million active users, 50% of their active users log on to

Facebook in any given day and every subscriber has an average of 130 friends and people

spend over 700 billion minutes per month on Facebook MySpace another popular SNS is one

of the still most popular sites in the USA with a subscriber base of over 125 million users

(Steiner 2009) worldwide. But by 2010, Facebook had even beaten MySpace in the USA5.

Fig 8.1: Site Analytics Profile: Facebook versus MySpace

In a month on month comparison between Facebook and MySpace it is clearly evident that

Facebook has been gaining ground steadily against MySpace.

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Wikipedia another offspring of the Web 2.0 is more about being a knowledge platform. It is

open source software and its home page claims to have 3,634,396 articles in English. The site

largely depends on donations and content inputs from members. The site is also available in

several languages beyond English which make the acceptability of the site more.

Functional classification of SNS

Leitner and Grechenig (2008) in an analysis of five SNS have identified the following

classification:

Shopping Social Networks: The main focus here is on shopping. Stylehive.com is a

social networking platform that focuses on products and shopping. The latest in

contemporary fashion is offered through the site. The revenue stream for stylehive.com

comes through the partner companies that participate in the numerous affiliate

programs on the site.

Business Social Networks: In an analysis of xing.com which has over 10 million7

registered users the company has closed communities of private clubs, academic clubs

or corporate clubs. It offers personal profiles, groups, discussion forums, event

coordination and other common social community features. The revenue source for the

site is through premium account fees and onsite advertising.

Photo Sharing Social Networks: In the days when SNS like Facebook or Orkut was not

there, Flickr was the pioneer in introducing the concept of photo sharing and thereby

creating an online community. The revenue model for the site comes from advertising

on the site

White label Social Networks: The advantage with white label social network is the

advantage and flexibility it provides to the users to create their own networks around

specific interests.

Ning.com offers its users the flexibility of creating their own custom social network for

a particular topic or need catering to specific audiences. Revenue model for ning.com is

either adhosting by companies on subscriber‘s website or where the users want to

control ad content a subscriber fee is charged.

Student Social networks: As such there are limited sites dedicated to students since most social

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networks purportedly cater to this community. Studivz.com in Europe, particularly in Germany

is however quite popular in this community. The site customizes to the student‘s requirement

right from creation of his own home page to getting access to alumnus etc. The revenue model

comes from advertising sources. Here we talk of the power of groundswell and how

companies can use them in various situations to cultivate and channelize for their own good.

Some of the major applications as proposed by them are:

Table 8.1: Using Social Applications in Different Departments

Manager‘s Typical Appropriate Social Success Metrics

Role or Groundswell Applications

department objective

Research and

Development

Listening:

Gaining Insights from

customers and using

That input in the

innovation process

• Brand monitoring • Insights gained

• Research • Usable product

communities ideas

• Innovation • Increased speed

communities of development

Marketing Talking:

U

s

i

n

g • Blogs • Better Market

conversations

w

i

t

h • Communities awareness

customers to promote • Video on user • Online ―buzz‖

products or services generated sites • Time spent on

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sites

• Increased sales

Sales Energizing: • Social networking • Community

Identifying sites membership

enthusiastic • Brand Ambassador • Online buzz

customers and

u

s

i

n

g Programs • Increased sales

them to

influ

ence • Communities

others • Embeddable widgets

Customer Support:

Enab

ling • Support forums • Number of

Support customers to help one • Wikis members

another

s

o

l

v

e participating

problems • Volume of

questions

answered online

• Decreased volume

of support calls

Operations Managing:

Prov

iding • Internal Social • Number of

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employees with

t

o

o

l

s networks members

so that they

c

a

n • Wikis participating

assist one another in • Increased

finding more effective operational

ways of

d

o

i

n

g efficiency

business • Decreased volume

of e-mail

·

It is noteworthy to observe in Table 1 (Row no.3) above that the sales issue clearly highlights

the groundswell as identification of customers as the authorized spokesperson for the brand.

Particularly for the SNS this is relevant owing to the nature of the business model that

encourages more and more users to join and spread the word.

The Rationale of Revenue model based classification of social networking sites

One of the major challenges for the SNS‘s is their sustainability. Enders et al (2008) have tried

to compare the Long Tail (Anderson 2006) and SNS sustainability to online companies. They

have highlighted 15 platforms and their revenue and business model which in some case is

hybrid and in some generic.

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Table 8.2: Overview of selected SNS

Name Context Revenue Model Users Origin

(in Millions)

aSmallWorld Social Advertising .15 Sweden

Bebo Social Advertising 22 US

Classmates.com Social Advertising/Subscription 40 US

Draugiem Social Advertising/Transaction .8 Latvia

Fee

Facebook Social Advertising/Transaction 13 US

Fee

Friendster Social Advertising 36 US

Linkedin Business Subscription/Transaction 8.5 US

Fee

Myspace Social Advertising 130 US

Orkut Social Advertising 37 US

Passado Business Advertising 4.7 UK

Table 2 gives an overview of how platforms have considered hybrid based approach as the

most common form of revenue model. Facebook today has been able to focus on hybrid

models for revenue. On one hand of the spectrum they have a highly effective and well

structured advertising revenue model and on the other end there are online shoppers on

Facebook who are subscription based.

Figure 8.2 given below, shows the Facebook ads-marketing website features options that

prospective advertisers can consider as options to advertise. From promoting a site or page or

application or event, Facebook provides a range of advertising option, a representation of the

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fact that the company is serious about advertising based model of revenue. The circled part of

the site highlighted through the arrow illustrates the same.

The internet has thrown up various options of revenue model but for SNS where the users are the

mainstay of the platform they will have to pull in the advertisers (if it is a advertising model) or

they should have reasons to pay (it is a subscription basedmodel). Jelassi and Enders (2005),

Dubosson-Torbay et al. (2002), & Laudon and Traver (2007) have all proposed various

classification for internet based model. But the one that specifically gets closer to explaining a

feasible option for SNS is the model based on categorization proposed by Laudon and Traver

(2007) into three categories:

Advertising model

Subscription model

Transaction model

Enders et al. (2008) have also talked about other alternatives to revenue model like selling user

data (however it will be intrusion of privacy) or possibility of charging time based fee

Fig 8.2: Screenshot of Facebook ads-marketing

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(however faster broadband connectivity will make this redundant).

Finally, revenue model for any SNS is a function of the traffic on the platform and the

involvement that the members have on the site. Yang, Kim and Dhalwani (2007) quote

―stickiness in minutes‖ (average stay) as a term to describe the duration of stay of the member.

Knowledge at Wharton (2006)9 however seems skeptical about the rise and rise of SNS but

then are quick to add about the operational ease of entry and exit. This makes SNS a major

challenge from sustainability point of view.

In the case of MySpace and Facebook, Marketing Professor, Wharton Business School,

Leonard Lodish points out, the cost of gaining new customers is practically nothing because

users join voluntarily and provide their own content through their profiles. In addition, the cost

of running the sites' web servers is relatively low. If a classic advertising or subscription

revenue model is used, he says, low-cost social network sites could be highly profitable. But,

many SNS like Orkut today are struggling to provide for relevance and meaning to their

members because of which the stickiness factor goes down. End result, advertisers travelling

westwards for greener pastures. Figure 3 is an indication of how Facebook has seen a steady

rise as compared to Orkut in India in the last two years particularly.

Fig 8.3: Orkut‘s Fluctuating Traffic in India versus Facebook‘s

steady growth

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Referring back to Prof. Leonard Lodish‘s statement that operating cost of running SNS is low

and with user defined profile the focus of SNS must be on increasing the average stay of the

members on the platform. Hence the core issue of stickiness as raised by Yang, Kim and

Dhalwani (2007) will be the challenge for the SNS. Refer to Table 3 for sample online SNS and

average stay of traffic in minutes

Table 8.3: Sample Online Social networking sites and their characteristics

Table 3 above is an indication of the average time spent by members on the various SNS. This

being a 2007 data, the order would have in 2011 but nonetheless gives an indication of average

time spent by user. Murchu, Breslin and Decker (2004) therefore believe that Communication

and Collaboration, searching and browsing, user rating and trust will be important factors that

will be the basis to evaluate the popularity of the site, resulting in stickiness.

Name

Classification(based on the main

focus)

Average stay (aka

Stickiness, in minutes)

MySpace General 25:58

Facebook College/High School students 13:12

Xanga Blogging 08:21

Flickr Sharing Photos 06:17

LinkedIn Business 06:56

Ning.com General 08:02

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Revenue model versus Business model

There is an often repeated debate on business model and revenue model. Will the robustness of

any business model be a function of a strong revenue model? Will the business model have a

sustainability factor built in?

The static nature of the Web 1.0 and over speculation on the business models was the prelude

to the dotcom bubble burst in the fall of 2001 (O‘Reilly 2005). Everybody made the mistake of

over forecasting the growth of the internet (Carberry 2008) and according to Professor David

Kirsch of the University of the Maryland, no one could predict the future and there was no

basis on which the prediction could actually be done. Infrastructure investment exceeded

capacity and the economies of scale originally projected earlier did not happen (Pagon and

Quigley 2008). Most businesses were purely surviving on external investment (mainly from

equity investor) and there were no profits from operations.

The absence of operating profit was an exceptional scenario, which means most business

model did not have a well defined revenue model. Also, for some companies even though the

revenue model was in place, the block by block building approach was fast forwarded (McDill

2010). Private equity funders were more than willing to put in their money to see these start up

grow faster and with larger profits to share. So, in retrospective start up‘s during this phase

either closed because they could not make profits or where there seemed a possibility of

making money, the over speculation killed the business.

During the days when Web 1.0 was gradually dying a natural death, saw around the same time,

advent of Web 2.0 which will be interactive and would allow the users to create his own

webpage, edit, add, correct and augment his page. Later as Web 2.0 got more popular it was

able to generate two clear roadmaps. The business model and the revenue model as an output

of the Web 2.0.

The business model came from ―off springs‖ of the Web 2.0, like SNS, Mashups, Wiki,

Bots etc. Take for instance the case of Mashups. A mashup is a Web page or application that

uses and combines data, presentation or functionality from two or more sources to create new

services11

. One such collaboration between housing maps.com with Google Maps that makes

Craiglist rental and home purchase searches refined and useful12

. Traditional Web 1.0 based

static websites also had to undergo transformation to compete with the more interactive and

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competitive outputs of Web 2.0. The conservative and conventional Michelin Guide

(www.viamichelin.com) transformed itself into a more user friendly and interactive site with

inputs like co-creation and community building built in, after competitors like Google Maps

and TripAdvisor came (Chiang et al 2009). Large organisations began integrating inputs of

Web 2.0 to their Web 1.0 version as a source of increasing revenue/margins (EIU, 2007).

The revenue model part of ―Web 2.0 perhaps was clear as the nature of the Web 2.0

platform got the visitors. With more visitors came the advertisers, with targeted

advertisements, sponsorship or charging fees and selling products followed (Messina 2008).

Today larger networks like Facebook are attracting billions of dollars in advertising revenue.

Facebook‘s revenue for 2009 was expected around $500 million‖.

However, there are pitfalls to the model too, both from within the industry and externally

too. Internally, there are many SNS with various contextual natures who continue to threaten

each other. Externally alternate and better products and the mine fields of targeted advertising

threaten SNS. Intrusion into privacy, absence of clear regulation and ethical issues are some of

the negatives that the SNS carry. Light and McGrath 2010 have discussed about the Ethics and

social networking site Facebook through the complex and diffused nature of ethical

responsibility and the consequent implications for governance of SNS.

Some myths busted

There are some misconceptions about revenue from the internet and it is important to look at

them too:

Having a large user base or traffic on the site will not generate revenue. A striking example is

that of Yahoo with 500mn plus subscribers on the site, yet it is unable to get a firm grip

I will put in Ads: The fact is that users are ―inert‖ to click advertisements unless and until it is

very compelling to them, which is very rare. A user visits the web page of his interest and

ignores the advertisement on these pages. Eye ball study of web user concluded that people

don‘t read entire web pages from top to bottom, left to right. People navigate to the exact

section and click. And with usability getting to ever higher levels and the content getting more

relevant, users are almost hypnotized14

.

I will have users subscribe by paying: In social networking sites subscription models are a

question, especially with users having free access to most SNS.

Merchandising: Many sites are offering customized goods to their clients such as pictures to

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put up on t-shirts or mugs or teddy bears. Although this might be costly, but margins will be

high if done in volumes and shipping be within a manageable geographical area.

Revenue-Sharing: How to share the revenue with users totally depends on the technology

used. This is true for websites that are solely thriving on user generated content. Also it will be

unwise to assume that the average people on the SNS will create content that is commercially

viable. Those who do, have relevant skills, training, raw talent or motivation. Hence, the

aspect of revenue sharing is restricted only within a select few.

Web Guru Seth Goldstein feels that banner advertisements are usually disregarded and he

quotes that ―Advertisers distract users; users ignore advertisers‖ There are presumptions that

advertisement is a long term sustainable growth model for SNS and it is beneficial for the

advertiser and shall generate enough curiosity for him to give more and more advertisement.

However in reality, users have shown little interest in clicking on standard advertisements.

In spite of Seth Goldstein‘s pessimism, advertising as a revenue source will continue to

dominate the SNS. While users have a tendency to demand free services (Enders et al, 2008),

it will be imperative for them to attract large and/or highly differentiated viewership for

revenue maximization (Laudon and Traver 2007). Since users of the SNS will ignore

advertisements or may click sporadically (sometimes randomly) on the banner advertisements,

it will be profitable only with high website traffic (Canzer 2006).

Advertising on SNS can be through affiliate models or banner advertisements. Affiliate

models will steer the traffic to an ―affiliate‖ website and will receive a referral fee or a

percentage of fee from the resulting sales (Laudon and Traver 2007). Banner advertisements

allow websites to place advertisements on the site in exchange for a fee (Canzer 2006).

Once the advertisements have been placed on the platform, it will be important to measure

their effectiveness too. Table 4 illustrates the common measures for online advertisements that

can be used as a tool for measuring the effectiveness of online advertisements. Of particular

importance are the Cost per impression and cost per click, which are a direct consequence of

how users respond to banner advertisements and affiliate websites.

Table 8.4: Common measures of revenue collection in online advertisements

Measures Meaning

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Cost-per-mille ―Cost-per-mille is the cost per thousand for a particular site. A Web

site that charges $15,000 per banner and guarantees 600,000

Impressions‖.

Cost-per-action ―Cost-per-action is considered the optimal form of buying online

(Google, advertising from a direct response advertiser's point of view. An

e-bay) advertiser only pays for the ad when an action has occurred. An

action can be a product being purchased, a form being filled etc.‖

Cost-per-

―Cost-per-impression is a phrase often used in online advertising

and

impression marketing related to web traffic. It is used for measuring the worth

and cost of a specific e-marketing campaign.‖

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Perhaps as consumers get habituated to more and more freebies either through the SNS or

through more SNS, it has eventually led to a weaker digital revenue model (Berman et al,

2011) and this where the challenge will be.

8.6 Summary:

Like successful brands, where the product (content) is at the heart of the brand, SNS too have

to follow suit. It is important to rethink on the need of the customer and their product. As

people are more interested in each other and less on the advertisement in the site it will be

quite a challenge for the SNS to attract traffic to the advertisements. Most advertisements

Cost-per-click ―Cost-per-click is an Internet marketing formula used to price ad

(Yahoo) banners. Advertisers will pay Internet publishers based on the

number of clicks a specific ad banner gets‖.

Cost per Cost per conversion is an advertising and marketing term,

conversion describing the cost of acquiring a customer, typically calculated by

dividing the total cost of an advertising campaign by the number of

conversions. The definition of "conversion" varies depending upon

the

situation; it is sometimes considered to be a lead, a sale, or a

purchase.

Cost Per Time Cost Per Time refers to a form of Internet advertising, where the

buyer pays for an advertisement to be placed on a website for a set

amount of time. It differs from cost per impression, in which a buyer

pays for the ad to be displayed a set number of times. Cost for time

permits the ad to displayed unlimited times over the term of the

contract. Some contracts may allow for a guaranteed minimum

number of impressions. The time can be as little as a day or as long

as a year.

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today suffer from low response rates; take for example, for standard banner ads strike rate is

under 1% and searches are not geared to brand advertising. However, advertisements will

continue to dominate as a major source of revenue model.

The SNS and drivers to SNS will therefore decide the content and the product mix that the

SNS can offer. The drivers to SNS are functions of the consumer need set, broadly identified

as:

Need for socialization

Need for uniqueness

Need for knowledge

Need to save time

Need to cut cost

The imperatives for the SNS will be to understand how subscribers to SNS illustrate these need

drivers on the platform. For instance, need for uniqueness has several personality and non

personality drivers. These uniqueness drivers are a reflection through the individual‘s

homepage, which the marketers can use as the basis for micromarketing. This provides a sense

of individualism to the subscriber and helps create a viral effect, which in the long run means

more traffic. This aspect also provides further scope for researchers to understand how

advances have been made in this context. But for now, the revenue model will predominantly

continue to be the classic advertising revenue model with the subscription based and

transaction model interplaying in between.

8.7 Keywords:

Social Networking Sites

Micro blogging

Revenue Model

Business Model

Online Advertisements

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Micromarketing

Long Tail

Web 2.0


Check your progress 1: . Base your answer on section 1.3.

8.9 Test/Model Questions:

1) Write various uses of social media in politics.

2) Write the name of various social media web sites.

3) How social media is important in improving business marketing?

4) What are the various sources to generate revenue from the internet?

8.10 References:

1. W.L. Bennett and A. Segerberg, ―The Logic of Connective Action: Digital Media and

the Personalization of Contentious Politics,‖ Information, Communication & Society,

vol. 15, no. 5, 2012, pp. 739–768.

2. . H. Rainie and B. Wellman, Networked: The New Social Operating System, MIT

Press, 2012, p. 358.

3. N. Fenton and V. Barassi, ―Alternative Media and Social Networking Sites: The

Politics of Individuation and Political Participation,‖ The Communication Rev., vol.,

14, no. 3, 2011, pp. 179–196

4. E. Morozov, ―Iran: Downside to the ‗Twitter Revolution,‘‖ Dissent, vol. 56, no. 4,

2009, pp. 10–14.

5. P.N. Howard et al., Opening Closed Regimes: What Was the Role of Social Media

During the Arab Spring?, PITPI, 2011.

6. Ahlqvist, Toni; Back, Asta; Heinonen, Sirkka and Halonen, Minna (2010),"Road-

mapping the societal transformation potential of social media", Foresight, Vol. 12, No.

Page 133 of 158

5, pp. 3-26.

7. Anderson, C. (2006) The long tail- how endless choice is creating unlimited demand.

Random House Business Books, London.

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Chapter 9

Cyber Security and Ethics

Structure

9.1 Introduction

9.2 Objectives

9.3 Concept

9.3.1 Cyber Security Threats

9.3.2 Top Seven Cyber Safety Actions

9.3.3 Government Actions

9.3.4 Cyber Ethics

9.3.5 Properties of Cyber Ethics

9.3.6 Codes of Ethics in Computing

9.3.7 Media Ethics

9.4 Summary

9.5 Keywords

9.6 Answers to Check Your Progress


9.8 References

9.1 Introduction

Computer Security, can be defined as – “Security applied to computers, computer networks,

and the data stored and transmitted over them”. It is also known as Cyber Security or IT

Security. It relates to the growing importance owing to the increasing reliance of computer

systems in the societies. Computer systems nowadays include a very wide variety of “smart

devices, comprising Smartphone, televisions and tiny devices as part of the Internet of Things -

and networks comprise not only the Internet and private data networks, but

also Bluetooth, Wi-Fi” and other wireless nets.

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Computer security shelters all processes and mechanisms by which “digital equipment,

information and services are protected from accidental or illegal access, change or destruction

and the process of applying security measures to confirm confidentiality, integrity, and

availability of data both in transit and at rest.”

Report made by authorities revealed “that our country tangled in 2,123 of cybercrime

cases during 2008 which is more than 100 % increase compared to 2007, but that rate was an

incident and may not associate with cybercrimes rates. Cyber Security Malaysia said, the figure

is not from the rate of cybercrimes analysis but only from the complaint they acknowledged.

Furthermore, they said, they cannot scrutinize the actual statistic because police, Bank Negara,

Securities Commission and Malaysian Communications and Multimedia Commission (MCMC)

have their own statistics and they have not been able to collect these statistics to see the

clearer image about cybercrimes.”

9.2 Objectives


• define the term cyber security and cyber ethics;

• how to secure your net;

• government actions against cyber threat;

• media ethics,

9.3 Concepts

9.3.1 Cyber Security Threats

1. Virus: Virus infect computers via email attachments and file sharing. They delete files,

attack ―other computers, and make your computer run slow. One infected computer can

cause problems for all computers on a network.

2. Hacker: Hackers are the people who ―trespass‖ into your computer from a remote

location. They may use your computer to send spam or viruses, host a Web site, or do

other activities that cause computer malfunctions.

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3. Identity Thieves:They are the people who obtain illegal access to your personal

information, like Social Security and financial account numbers. They then use this

information to commit crimes such as fraud or theft.

4. Spyware: Spyware is software that ―piggybacks‖ on programs you download, collects

information about your online habits, and transfers personal information without your

knowledge.‖ It may also cause a varied range of other computer malfunctions.

9.3.2 Top Seven Cyber Safety Actions

1. Installing OS/Software Updates :

i) Updates-sometimes called ―patches-fix problems with the operating system (OS)

(e.g. Windows XP, Windows Vista, Mac OS X) and software programs (e.g.,

Microsoft Office applications)‖.

ii) Maximum operating systems are established to download updates by default.

After updates are downloaded, you will be asked to install them. Click yes!‖

iii) To download patches for your system and software, visit:

(a) Windows Update: http://windowsupdate.microsoft.com to get or ensure you

have all the latest operating system updates only. Newer Windows systems are

set to download these updates by default.

(b) Microsoft Update: http://www.update.microsoft.com/microsoftupdate/ to get

or ensure you have all the latest OS and Microsoft Office software updates.

You must sign up for this service.

(c) Apple: http://www.apple.com/support.

(d) UNIX: Consult documentation or online help for system update information

and instructions.

You are required to restart your computer after updates are installed so that the patches

can be applied instantaneously.

2. Run Anti-virus Software :

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In order to avoid computer problems caused by viruses, one mustinstall and run an

anti-virus program like Sophos.

Keep an eye timely to see if your anti-virus is up to date by opening your anti-virus

program and checking the Last updated: date.

Viruses, quarantines and repairs infected files, can also be removed with anti-virus

software and it will also help in preventing future viruses.

The students, faculty and staff of US Davis can get Sophos for their work and home

computer for FREE on the Internet Tools CD.

―Sophos‖ can also be downloaded for free from the UC Davis Software License

Coordination Web site (https://my.ucdavis.edu/software/).

3. Prevent Identity Theft :

Avoid sharing personal information such as financial account numbers, Social

Security numbers, driver‘s license numbers or other personal identity information

unless you are not confirmed with the person who's receiving it.

Avoid sending confidential information through email or instant messages as these

can also be easily captured.

Be careful with phishing tricks - a type of misrepresentation that uses email messages

that give off an impression of being from a legitimate business (frequently a money

related organization) trying to increase individual or record data. These regularly do

exclude an individual welcome. Never enter individual data into an online structure

you got to by means of a connection in an email you were not anticipating. Genuine

organizations won't request individual data online.

Order a copy of your credit report from each of the three major credit bureaus-

Equifax, Experian, and Trans Union. Reports can be ordered online at each of the

bureaus‘ Web sites. Make sure reports are accurate and include only those activities

you have authorized.

4. Turn on Personal Firewalls :

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Check your computer's security settings for a built-in personal firewall. If you have

one, turn it on. Microsoft Vista and Mac OSX have built-in firewalls. For more

information, see:

i) Mac Firewall :

(docs.info.apple.com/article.html?path=Mac/10.4/en/mh1042.html)

ii) Microsoft Firewall :

(www.microsoft .com/windowsxp/using/networking/security/winfirewall.mspx)

iii) UNIX users should consult system documentation or online help for personal

firewall instructions and/or recommendations.

Once your firewall is turned on, ―test your firewall for open ports that could allow in

viruses and hackers. Firewall scanners like the one

on:http://www.auditmypc.com/firewall-test.asp simplify this process.

Firewalls act as protective barriers between computers and the internet.

Hackers search the Internet by sending out pings (calls) to random computers and wait for

responses. Firewalls prevent your computer from responding to these calls‖.

5. Avoid Spyware/Adware

These two attacks on memory hence resulting in a slowdown of your computer or

causing other problems.

You can also use Spybot and Ad-Aware to remove spyware/adware.

Watch for suggestions to spyware and adware in user agreements before installing

free software programs.

Be aware of requests offered to download software from unknown internet sources.

6. Protect Passwords

Prevent sharing your passwords, and always make new passwords difficult to guess

by avoiding dictionary words, and mixing letters, numbers and punctuation.

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Do not use common passwords like: ―qwerty1, abc123, letmein, password1,

iloveyou1, (yourname1), baseball1 , which can be easily guessed.

Change your passwords occasionally.

When choosing a password:

i) Mix upper and lower case letters.

ii) Use a minimum of 8 characters.

iii) Use mnemonics to help you remember a difficult password.

Store passwords in a sheltered spot. Consider utilizing KeePass Password Safe

(http://keepass.info/), Keychain (Mac) or a scrambled USB drive to store passwords.

Abstain from keeping passwords on a Post-it under your console, on your screen or in

a drawer close to you're PC!‖

7. Back Up Important Files :

Reduce your risk of losing important files to a ―virus, computer crash, theft or disaster

by creating back-up copies.

Keep your critical files in one place on your computer‘s hard drive so you can easily

create a backup copy.

Save copies of your important documents and files to a CD, online backup service,

flash or USB drive, or a server‖.

Store your back-up media in a secure place away from your computer, in case of fire

or theft.

Test your back up media periodically to make sure the files are accessible and

readable.

Check Your Progress 1

1. How Spyware possess a threat to cyber security?

_______________________________________________________________________

_______________________________________________________________________

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________________________________________________________

2.Write a brief about Sophos.

_______________________________________________________________________

_______________________________________________________________________

_______________________________________________________________________

_________________________________________________________________

3.Firewalls act as protective barriers between computers and the internet. Explain.

_______________________________________________________________________

_______________________________________________________________________

_______________________________________________________________________

_______________________________________________________________________

_______________________________________________________

9.3.3 What are governments doing to fight cyber battle?

As per the US Defense Secretary Robert Gates, the internet is the new area in which war will be

battled, after area, ocean, air and space.54 The US government has been concentrating on

securing its computerized base, pronouncing it a 'key national resource.' Similarly, Iran, Israel,

North Korea, Russia and numerous different nations are currently making and preparing 'digital

armed forces'. Such expanded cautiousness is picking up consideration, as both governments and

corporate elements have ended up prime focuses of digital assaults.

Countries cracking down on cybercrime:

1. US is facilitating global cyber security

In January 2011, ―US Senators Joseph Lieberman and Susan Collins re-presented a bill

— ―the Cybersecurity and Internet Freedom Act of 2011 — conceding President Barack

Obama the power to close down the web in the nation in the case of a digital assault. Be

that as it may, the bill is still under level headed discussion, and has been contradicted by

numerous associations that trust it may give the administration more power and control

over the internet.56, 57 Privacy specialists, for example, Marc Rotenberg, Executive

Director of the Electronic Privacy Information Center,‖ trust that such a bill could

discourage correspondence and monetary exercise.‖

In January 2011, the US Department of Commerce declared that it is planning to

introduce an office, namely, the National Strategy for Trusted Identities in Cyberspace

(NSTIC) aiming to promote online trusted identity technologies. It also aims to promote a

platform where internet users will receive IDs, thus increasing trust among users.

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The US Federal Bureau of Investigation (FBI) has set up a different division to address

cybercrime in a planned manner.60 ―In October 2010, the FBI captured more than 90

individuals, why should accepted be occupied with a worldwide wrongdoing syndicate

that hacked into US PC systems to take US$70 million. Programmers utilized spam email

to focus on the PCs of little organizations and individual clients. By getting entrance to

clients' passwords and ledger subtle elements, the programmers had the capacity

exchange cash from those records‖.

2. UK is investing to improve its defense tactics against cyber crime

The UK considers cybercrime to be a ― tier 1 threat, equating it to international terrorism

and major incidents. In 2008, the Police Central e-Crime Unit (PCeU) was set up to fight

national cybercrime. The PCeU collaborates with law enforcement agencies and private

industries‖.

In October 2010, ― the UK government committed to providing GBP650 million (US$1

billion) to cyber security initiatives.64 By February 2011, GBP63 million (US$100

million) had been allocated for cyber security. According to a UK government

spokesman, The government is determined to build an effective law enforcement

response to the cybercrime threat, building upon the existing expertise within SOCA

(national police unit responsible for pro-active operations against serious and organized

crime) and the Met Police Central e-Crime Unit.‖

Apart from increasing investments, ―the UK also plans to coordinate with Poland on

information security policy while planning for the Euro2012 football championships and

the London 2012 Olympics‖.

3. China is fighting cybercrime with the international support

Although China has been regarded as the largest source of targeted hacking attacks, the

country is also on the receiving end of attacks. In 2009, nearly 200 Chinese government

websites were attacked or infiltrated daily.

In 2009, China incorporated computer crimes into its criminal law legislation.

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The country is teaming up with the UN, ― Association of Southeast Asian Nations

(ASEAN) and other international communities and governments in efforts to fight

cybercrime.

In 2003, China signed the ASEAN-China Coordination Framework for Network and

Information Security Emergency Responses and an agreement among the governments of

the SCO Member States on Cooperation in the Field of Ensuring International

Information Security with the ASEAN and SCO member states, respectively.

The US has been supporting the Chinese government in its fight against cybercrime. Over

2009–10, the US provided assistance to China in 13 major cases of internet crime.

In an effort to protect confidential information, by May 2010, China had tightened its

Guarding State Secrets law, by holding internet and mobile phone operators responsible

for customers who try to leak confidential information‖.

4. Iran is launching cyber police unit

In January 2011, Iran officially launched its cyber police unit to ramp up its fight against

cybercrime. The designated web watchdog team will be responsible for targeting specific

networking websites that engage in espionage and incite riots.

By the end of 2011, nearly all police stations in Iran will have their own cyber police

unit.

5. Indian government is setting up IT institute

In January 2011, ―the Indian government announced that it plans to set up an institute

dedicated to training professionals and developing technologies to tackle cybercrime. The

institute will be a public-private partnership initiative, with a total cost of INR1 billion

(US$21 million)‖.

In November 2010, ―India‘s Central Bureau of Investigation (CBI) signed an agreement

with industry body Nasscom to share expertise on ways to counter cyber-attacks‖.

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In July 2010, ―the Indian government proposed an initiative to develop a unit that will

include a group of hackers acting as a specialized team as counter offence to hacking

activities from foreign countries. The National Technical Research Organisation

(NTRO), along with the Defence Intelligence Agency (DIA), was delegated to create this

capability‖.


1. What are the steps being taken by Iraq to provide cyber security?

_______________________________________________________________________

_______________________________________________________________________

_______________________________________________________________________

_______________________________________________________________________

________________

2. Explain the following terms in relation to cyber security :-

a) NTRO

__________________________________________________________________________

______________________________________________________________________

b) The Cyber security and Internet Freedom Act of 2011

_______________________________________________________________________

___________________________________________________________________

c) Nasscom

_______________________________________________________________________

_______________________________________________________________________

_________________________________________________________________

Cyber Ethics – definition

Ethical cyber security is also known as Cyber ethics. It refers to the philosophic study of

ethics concerning computers, encircling user behavior and what computers are encoded to do,

and the way it affects individuals and society.

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9.3.5 Properties of cyber ethics:

Ethical debate has long included the concept of property. This concept has created many

clashes in the world of cyber ethics. One philosophy of the internet is centered on the

freedom of information. The controversy over ownership occurs when the property of

information is infringed upon or uncertain.

1. Intellectual property rights: Intellectual property rights are the rights given to persons over

the creations of their minds. They usually give the creator an exclusive right over the use of

his/her creation for a certain period of time.

Intellectual property rights are customarily divided into two main areas:

Copyright and rights related to copyright

The privileges of writers of scholarly and masterful works, (for example, books and

different works, musical syntheses, compositions, model, PC projects and movies) are

secured by copyright, for a base time of 50 years after the writer's passing.

Likewise ensured through copyright and related (now and then alluded to as

"neighbouring") rights are the privileges of entertainers (e.g. on-screen characters, artists

and artists), makers of phonograms (sound recordings) and television associations. The

primary social reason for insurance of copyright and related rights is to energize and

reward innovative work.

Industrial property

Industrial property can usefully be divided into two main areas:

i) One area can be characterized as the protection of distinctive signs, ―in particular

trademarks (which distinguish the goods or services of one undertaking from those of

other undertakings) and geographical indications (which identify a good as

originating in a place where a given characteristic of the good is essentially

attributable to its

Geographical origin) .The protection of such distinctive signs aims to stimulate and

ensure fair competition and to protect consumers, by enabling them to make informed

choices between various goods and services.‖ The protection may last indefinitely,

provided the sign in question continues to be distinctive.

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ii) Other types of industrial property are protected primarily to stimulate innovation,

design and the creation of technology. In this category ―fall inventions (protected by

patents), industrial designs and trade secrets. The social purpose is to provide

protection for the results of investment in the development of new technology, thus

giving the incentive and means to finance research and development activities. A

functioning intellectual property regime should also facilitate the transfer of

technology in the form of foreign direct investment, joint ventures and licensing. The

protection is usually given for a finite term (typically 20 years in the case of patents)‖.

2. Digital rights management (DRM):

Digital rights management (DRM) is a term referring to various access control technologies

that are used by software and hardware manufacturers, publishers, copyright holders, and

individuals with the intent to control the use of digital content and devices. Digital rights

management includes technologies that control the use, modification, and distribution of

works, as well as systems within devices that enforce these policies. The term is also

sometimes referred to as "copy protection", copy prevention, and copy control, although the

correctness of doing so is disputed.

The use of digital rights management is not universally accepted. Proponents of DRM argue

that it is necessary to prevent intellectual property from being copied freely, just as physical

locks are needed to prevent personal property from being stolen, that it can help the copyright

holder maintain artistic control, and that it can ensure continued revenue streams. Those

opposed to DRM contend there is no evidence that DRM helps prevent copyright

infringement, arguing instead that it serves only to inconvenience legitimate customers, and

that DRM helps big business stifle innovation and competition.

Furthermore, works can become permanently inaccessible if the DRM scheme changes or if

the service is discontinued.DRM can also restrict users from exercising their legal rights

under copyright law, such as backing up copies of CDs or DVDs, lending materials out

through a library, accessing works in the public domain, or using copyrighted materials for

research and education under the fair use doctrine, and under French law. The Electronic

Frontier Foundation (EFF) and the Free Software Foundation (FSF) consider the use of DRM

systems to be an anti-competitive practice. Worldwide, many laws have been created which

criminalize the circumvention of DRM, communication about such circumvention, and the

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creation and distribution of tools used for such circumvention. Such laws are part of the

Directive, the Digital Millennium Copyright Act, and DADVS.

Common DRM techniques:

Digital Rights Management Techniques include:

Restrictive Licensing Agreements: ―The access to digital materials, copyright and

public domain is controlled. Some restrictive licenses are imposed on consumers as a

condition of entering a website or when downloading software‖.

Encryption, Scrambling of expressive material and embedding of a tag: ―This

technology is designed to control access and reproduction of information. This includes

backup copies for personal use‖.

3. Security:

Security has long been a subject of moral verbal confrontation. Is it better to secure the

benefit of the entire group or rather would it be advisable for us to protect the singular's

privileges? There is a consistent disagreement regarding the limits between the two and

which bargains are all in all correct to make. As a continually expanding measure of

individuals unites with the web and more individual information is accessible online there is

defencelessness to wholesale fraud, cybercrimes and PC hacking. This likewise prompts the

subject of who has the privilege to control the web in light of a legitimate concern for

security

4. Accuracy:

Because of the simplicity of availability and some of the time aggregate nature of the web we

regularly go over issues of exactness e.g. who is in charge of the validness and constancy of

the data accessible online? Morally this incorporates banter over who ought to be permitted

to contribute substance and who ought to be considered responsible if there are blunders in

the substance or on the off chance that it is false.

5. Accessibility, censorship and filtering:

Accessibility, censorship and filtering raise numerous moral issues that have a few branches

in cyber ethics. Numerous inquiries have emerged which keep on testing our comprehension

of protection, security and our investment in the public arena. During the time systems have

been built for the sake of insurance and security. Today the applications are as programming

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https://en.wikipedia.org/wiki/Encryption

that channels spaces and substance so that they may not be effectively gotten to or got

without intricate circumvention or on an individual and business level through free or

substance control programming. Web oversight and separating are utilized to control or

smother the distributed or getting to of data. The legitimate issues are like logged off control

and sifting. The same contentions that apply to logged off control and separating apply to

online oversight and sifting; whether individuals are in an ideal situation with free access to

data or ought to be shielded from what is considered by an overseeing body as unsafe,

disgusting or unlawful. The trepidation of access by minors drives a significant part of the

worry and numerous online backer gatherings have sprung up to bring issues to light and of

controlling the openness of minors to the web. bring up many ethical issues that have several

branches in cyber ethics. ―Many questions have arisen which continue to challenge our

understanding of privacy, security and our participation in society. Throughout the centuries

mechanisms have been constructed in the name of protection and security. Today the

applications are in the form of software that filters domains and content so that they may not

be easily accessed or obtained without elaborate circumvention or on a personal and business

level through free or content-control software. Internet censorship and filtering are used to

control or suppress the publishing or accessing of information. The legal issues are similar to

offline censorship and filtering. The same arguments that apply to offline censorship and

filtering apply to online censorship and filtering; whether people are better off with free

access to information or should be protected from what is considered by a governing body as

harmful, indecent or illicit. The fear of access by minors drives much of the concern and

many online advocate groups have sprung up to raise awareness and of controlling the

accessibility of minors to the internet‖.

1. Freedom of information: Freedom of information, that is the freedom of speech as well as

the freedom to seek, obtain and impart information brings up the question of who or what,

has the jurisdiction in cyberspace. The right of freedom of information is commonly subject

to limitations dependent upon the country, society and culture concerned.

Generally there are three standpoints on the issue as it relates to the internet.

First is the contention that the web is a type of media, put out and got to by residents of

governments and in this manner ought to be managed by every individual government

inside of the outskirts of their particular locales.

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Second, is that, "Legislatures of the Mechanical World... have no sway [over the internet]

... We have no chosen government, nor are we prone to have one, ... You have no ethical

right to run us nor do you have any routines for authorization we have genuine

motivation to fear.

A outsider trusts that the web supersedes every single substantial outskirt, for example,

the fringes of nations, power ought to be given to a global body subsequent to what is

lawful in one nation may be illegal in the other.

2. Digital divide: An issue particular to the moral issues of the opportunity of data is what is

known as the advanced partition. This alludes to the unequal financial gap between the

individuals who have admittance to advance and data innovation, for example, the internet

and the individuals who have restricted or no entrance by any stretch of the imagination. This

crevice of access between nations or locales of the world is known as the worldwide

computerized separation.

3. Sexuality and pornography: Sexuality in terms of sexual orientation, infidelity, sex with or

between minors, public display and pornography has always stirred ethical controversy.

These issues are reflected online to varying degrees. In terms of its resonance, the historical

development of the online pornography industry and user-generated content have been the

studied by media academics. One of the biggest digital moral open deliberations is over the

regulation, circulation and availability of erotic entertainment on the web. No-nonsense

obscene material is for the most part controlled by governments with laws in regards to how

old one must be to get it and what structures are worthy or not. The accessibility of explicit

entertainment online raises doubt about purview and raises the issue of regulation specifically

over tyke smut, which is illicit in many nations, and in addition obscenity including savagery

or creatures, which is confined inside most nations.

4. Gambling: Gambling is subject in moral open deliberation as some perspective it as

intrinsically wrong and bolster disallowance while others bolster no legitimate impedance by

any means. "Between these extremes lies a large number of feelings on what sorts of betting

the administration ought to allow and where it ought to be permitted to occur. Examination of

betting strengths open strategy creators to manage issues as different as dependence, tribal

rights, assessment, senior living, proficient and school games, sorted out wrongdoing,

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neurobiology, suicide, separation, and religion. Because of its debate betting is either banned

or intensely controlled on nearby or national levels. The web's openness and its capacity

traverse geographic-fringes have prompted illicit internet betting, regularly seaward

operations. Throughout the years internet betting, both lawful and unlawful, has become

exponentially which has prompted troubles in regulation. This gigantic development has even

raised doubt about by some the moral spot of gambling on the web.


1. Define Cyber Ethics.

_______________________________________________________________________

_______________________________________________________________________

________

2. Explain the two areas under intellectual property rights.

_______________________________________________________________________

_______________________________________________________________________

________

3. What is the purpose of using DRM? Why it is also referred as ―copy protection‖?

_______________________________________________________________________

_______________________________________________________________________

________

4. The gap of access between countries or regions of the world is ______________

9.3.6 CODES OF ETHICS IN COMPUTING

Four notable examples of ethics codes for IT professionals are listed below:

1. RFC 1087

In January 1989, the Internet Architecture Board (IAB) in RFC 1087 defines an activity as

unethical and unacceptable if it:

Seeks to gain unauthorized access to the resources of the Internet.

Disrupts the intended use of the Internet.

Wastes resources (people, capacity, and computer) through such actions.

Destroys the integrity of computer-based information,

Compromises the privacy of users.

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2. The Code of Fair Information Practices

The Code of Reasonable Data Practices is in view of five standards delineating the

prerequisites for records keeping frameworks. This necessity was actualized in 1973 by the

U.S. Division of Wellbeing, Training and Welfare.

• There must be no individual information record-keeping frameworks whose extremely

presence is mystery.

• There must be a path for a man to figure out what data about the individual is in a record

and how it is utilized.

• There must be a path for a man to counteract data about the individual that was acquired

for one reason from being utilized or made accessible for different purposes without the

individual's assent.

• There must be a path for a man to redress or revise a record of identifiable data about the

individual.

• Any association making, looking after, utilizing, or dispersing records of identifiable

individual information must guarantee the unwavering quality of the information for their

expected utilization and must take precautionary measures to avert abuses of the inThe Code

of Fair Information Practices is based on five principles outlining the requirements for

records keeping systems. This requirement was implemented in 1973 by the U.S. Department

of Health, Education and Welfare.

3. Ten Commandments of Computer Ethics

The moral qualities as characterized in 1992 by the PC Morals Establishment; a non-benefit

association whose mission is to propel innovation by moral means, records these guidelines

as a manual for PC morals:

• Thou shall not utilize a PC to hurt other individuals.

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• Thou shall not meddle with other individuals' PC work.

• Thou shall not snoop around in other individuals' PC records.

• Thou shall not utilize a PC to take.

• Thou shall not utilize a PC to manage false witness.

• Thou shall not duplicate or utilization restrictive programming for which you have not

paid.

• Thou shall not utilize other individuals' PC assets without approval or fitting remuneration.

• Thou shall not proper other individuals' scholarly yield.

• Thou shall consider the social results of the project you are composing or the framework

you are planning.

• Thou shall dependably utilize a PC in ways that guarantee thought and admiration for.

4. (ISC) code of ethic

(ISC) an association focused on accreditation of PC security expert has further characterized

its own particular code of morals by and large as:

• Act truly, even-handedly, mindfully, and lawfully, and securing the region.

• Work constantly and give skilful administrations and development the security calling.

• Encourage the development of examination – educate, guide, and quality the confirmation.

• Discourage perilous practices, and protect and fortify the trustworthiness of open

foundations.

• Observe and keep all agreement, communicated or suggested, and give reasonable counsel.

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• Avoid any irreconcilable situation, regard the trust that others put in you, and tackle just

those occupations you are qualified to perform.

• Stay current on abilities, and don't get to be included with exercises that could harm the

notoriety of other

9.3.7 MEDIA ETHICS

Media ethics is the subdivision of connected morals managing the particular moral standards

and gauges of media, including show media, film, theatre, human expressions, print media and

the web. The field covers numerous changed and exceedingly questionable points, extending

from war news coverage to Benetton promoting.

Areas of media ethic:

1. Ethics of journalism:

The ethics of journalism is a standout amongst the most all around characterized branches of

media morals, basically in light of the fact that it is every now and again taught in schools of

news coverage. Journalistic morals have a tendency to overwhelm media morals, at times

very nearly to the rejection of different zones. Subjects secured by reporting morals include:

• News control. News can control and be controlled. Governments and companies may

endeavour to control news media; governments, for instance, by oversight, and organizations

by offer possession. The techniques for control are unpretentious and numerous. Control may

be wilful or automatic.

• Truth. Truth may struggle with numerous different qualities.

i) Public hobby. Disclosure of military insider facts and other delicate government data

may be as opposed to the general population interest, regardless of the fact that it is valid.

Then again, open hobby is not a term which is anything but difficult to characterize.

ii) Privacy. A lecherous subtle element of the lives of open figures is a focal substance

component in numerous media. Distribution is not so much defended basically in light of the

fact that the data is valid. Protection is likewise a privilege, and one which clashes with free

discourse...

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iii) Fantasy. Dream is a component of excitement, which is a honest to goodness objective

of media substance. News coverage may blend dream and truth, with coming about moral

situations.

iv)Taste. Photograph columnists who spread war and calamities go up against circumstances

which may stun the sensitivities of their gatherings of people. For instance, human remains

are infrequently screened. The moral issue is the manner by which far one danger stunning a

group of people's sensitivities so as to effectively ought to and completely report reality. See

photojournalism.

• Conflict with the law. Journalistic morals may strife with the law over issues, for example,

the assurance of secret news sources. There is likewise the degree's topic to which it is

morally satisfactory to overstep the law so as to acquire news. For instance, covert

correspondents may be participating in double dealing, trespass and comparable torts and law

viola.

Ethics of entertainment media:

Issues in the morals of excitement media include:

• The delineation of viciousness and sex, and the vicinity of solid dialect. Moral rules and

enactment around there are basic and numerous media (e.g. film, PC recreations) are liable to

evaluations frameworks and supervision by offices. A broad manual for global frameworks

of implementation can be found under film rating framework.

• Product position. An undeniably regular promoting strategy is the arrangement of items in

diversion media. The makers of such media may be paid high wholes to show marked items.

The practice is questionable and to a great extent unregulated. Nitty gritty article: item

position.

• Stereotypes. Both promoting and diversion media make overwhelming utilization of

generalizations. Generalizations might contrarily influence individuals' view of themselves or

advance socially undesirable conduct. The cliché depictions of men, opulence and ethnic

gatherings are cases of real ranges of verbal confrontation.

• Taste and taboos. Stimulation media regularly inquiries of our qualities for imaginative and

amusement purposes. Standardizing morals is frequently about good values, and what sorts

ought to be upheld and ensured. In media morals, these two sides clash. For the sake of

workmanship, media might purposely endeavour to break with existing standards and stun

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the crowd. Those stances moral issues when the standards surrendered are firmly connected

with certain applicable good values or obligations.

2. Media and democracy :

In fair nations, an exceptional relationship exists in the middle of media and government. In

spite of the fact that the media's opportunity may be unavoidably revered and have exact

legitimate definition and authorization, the activity of that flexibility by individual writers is

a matter of individual decision and morals. Present day law based government subsists in

representation of millions by hundreds. For the agents to be responsible, and for the

procedure of government to be straightforward, successful correspondence ways must exist

to their constituents. Today these ways comprise essentially of the broad communications, to

the degree that if press opportunity vanished so would most political responsibility. Around

there, media morals converge with issues of social equality and governmental issues. Issues

include:

• Subversion of media autonomy by monetary hobbies.

• Government checking of media for insight gathering against its own particular

individuals. It couldn't be any more obvious, for instance, NSA call database.

9.4 SUMMARY

Over the past two decades, the Internet has become increasingly important to the nation‘s

economic competitiveness, to promoting innovation, and to our collective well-being. As the

Internet continues to grow in all aspects of our lives, there is emerging a parallel, ongoing

increase and evolution in, and emergence of, cybersecurity risks. Today‘s cyber security threats

incorporate aimless and expansive based assaults intended to abuse the Internet's

interconnectedness. Progressively, they additionally include focused on assaults, the reason for

which is to take, control, pulverize or deny access to delicate information, or to disturb figuring

frameworks. These dangers are exacerbated by the interconnected and reliant structural planning

of today's processing surroundings. Hypothetically, security insufficiencies in one territory may

give chances to abuses somewhere else

9.4 Keywords

Cyber security: is security applied to computers, computer networks, and the data stored

and transmitted over them

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MCMC:MCMC is the regulator for the converging communications and multimedia

industry in Malaysia

Virus: a piece of code which is capable of copying itself and typically has a detrimental

effect, such as corrupting the system or destroying data

Trespass: an unlawful act causing injury to the person, or rights of

another, committed with force or violence, actual or implied

Spyware:any software that covertly gathers information about a user while he/shenavigat

es the Internet and transmits the information to an individual orcompany that uses it for m

arketing or other purposes

Cyber ethics: Cyber ethics is the philosophic study of ethics pertaining to computers,

encompassing user behaviour and what computers are programmed to do, and how this

affects individuals and society.

IPR: intellectual property rights

Digital rights management: Digital rights management (DRM) are a number of access

control technologies which are used by software and hardware manufacturers, publishers,

copyright holders, and individuals with the intent to restrict the use of proprietary

software or hardware.

EFF: Electronic Frontier Foundation

Free Software Foundation: The Free Software Foundation (FSF) is a non-profit with a

worldwide mission to promote computer user freedom and to defend the rights of all free

software users

Gambling: take risky action in the hope of a desired result.

NSA: No Strings Attached sounds like a simple concept, but what does it really mean?

Some members seem to think that NSA is not dissimilar to another sugar term P4P (pay

for play), which by the way is not really allowed on this site.


Check your progress 1: Base your answer on section 9.3.1 and 9.3.2

Check your progress 2: Base your answer on section 9.3.3

Check your progress 3: Base your answer on section 9.3.5

Page 156 of 158


1. Define ethical cyber security?

2. Define any two properties of cyber ethics?

3. What is IPR and DRM?

4. Discuss any one technique which is used in DRM?

5. Difference between security and privacy?

6. What is Gambling?

7. Discuss any two codes of ethics in computing?

8. What is media ethics?

9. Describe any 3 areas of media ethics? Define Stereotypes and taste and taboos?

10. True or False? Viruses can be transmitted via email, email attachments or IM.

11. People who seek out your personal information and then use it to commit crimes are

called: ____

12. Which of the following are ways to help prevent identity theft? (Check all that apply.)

A. Never send personal information via email or instant messages.

B. Always send personal information via email or instant messages.

C. Lock my office door.

D. Don‘t tell anybody my name.

13. True or False? Iloveyou2 is a good password. Why or why not?

14. Which anti-virus program is available to all UC Davis students, faculty and staff for `

free? _____

15. I just downloaded a free program online and now my computer is running very, very

slowly. Which of the following most likely happened?

A. I didn‘t install the program properly.

B. I didn‘t have enough space on my hard drive for the new program.

C. I downloaded spyware and/or adware, too.

D. Someone snuck in while the program was downloading and changed my password.

16. ____help prevents your computer from responding to pings (calls) from hackers.

17. To fix problems with my operating system and/or application software, I should install

___.

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https://en.wikipedia.org/wiki/Stereotypes

https://en.wikipedia.org/wiki/Taboos

9.8 References

1. http://www.ait.org.tw/infousa/zhtw/DOCS/iprbook.pdf

2. Basse, Sara (2003). A Gift of Fire: Social, Legal, and Ethical Issues in Computing. 2d ed.

Upper Saddle River, NJ: prentice Hall.

3. http://www.dlc-ubc.ca/wordpress_dlc_mu/edcp473/files/2011/12/4339_001.pdf

4. http://www.edtechpolicy.org/C32012/Handouts/C3_matrix.pdf

5. UC Davis Cyber-safety Program policy (PPM 310-22)

(http://manuals.ucdavis.edu/ppm/310/310-22.htm)

6. UC Davis Cyber-safety Program (http://security.ucdavis.edu/cybersafety.cfm)

7. UC Davis Security Web Site (http://security.ucdavis.edu)

8. Cyber-Safety Basics (http://security.ucdavis.edu/cybersafetybasics.cfm)

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http://www.ait.org.tw/infousa/zhtw/DOCS/iprbook.pdf

http://www.dlc-ubc.ca/wordpress_dlc_mu/edcp473/files/2011/12/4339_001.pdf

http://www.edtechpolicy.org/C32012/Handouts/C3_matrix.pdf

http://manuals.ucdavis.edu/ppm/310/310-22.htm

http://security.ucdavis.edu/cybersafety.cfm

http://security.ucdavis.edu/

http://security.ucdavis.edu/cybersafetybasics.cfm

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