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If one defines mass culture as
- a medium favoring broadcast to an audience poorly differentiated
- funded by advertising
- practicing audience measurement
- to develop programs adjusted for the hearing it appears that this model is questioned during various technical developments of the Internet mentioned above. The questioning of the model is however at times and in different ways according to media reports.
I. The steps in the creation of the Internet and their impact on network structure
can distinguish several periods in the history of the Internet.
Period 1 - 1980-90
- specialized network for researchers
- cooperative, free, steeped in culture cons
Period 2 - 1998-2002
- commercial internet
- bursting of the bubble
- Period 3
- globalization,
- globalization,
- Net 2G
- Motion pictures, streaming,
- Major search engines (Google)
- New business models: Tracing user profiles for targeted advertising, social networking sites
Period 1. 1980-98
Internet was born twenty-five years off the market, the convergence of diverse needs and developed, by accumulation, technical characteristics that have made a communication network profoundly original. Originally it meets the requirements, beginning in 1974, major university and private laboratories working for the Ministry of Defence in the United States that are interconnected by a particular network called Arpanet. This is for safety reasons, a mesh configuration, if one of the nodes of the mesh network is destroyed, however, remain and communications could be transmitted by another route. Internet remains highly decentralized in its architecture, even if quickly implemented are "backbones" to structure the network, also is at this moment that are adopted transmission protocols (TCP (Transmission Control Protocol) / IP (Internet Protocol) based on the principle of asynchronous transmission, which are the effectiveness and universality of the network.
Note: the address IP allows you to find, unless special provisions, all transmitters of messages on Internet-Network is not anonymous
Internet is also leveraging the unique opportunities of the UNIX operating system from ATT: adapted to computers of an average price it is particularly conducive to teamwork Network and capable in particular, receive, via a telephone line, messages and re-route (1976) [1] .
In 1980 TCP / IP is no longer considered a military secret and put into the public domain. In 1983, the two protocols are associated: the e-mail, e-mail grows. At that time Internet users are still in their entirety, members of American research centers and their correspondents in the world. Among them where CERN comes standard www allowing widespread circulation of "pages" and the creation of as many sites as users
features "technical" core Internet are then in place
- the network that relies on traditional telecommunication networks can traditional uses - transfer files - and
- new uses: email and the creation and viewing of sites by any user connected to the network.
same time a first sketched reflection on the consequences of the "Internet revolution" on the forms of expression of thought. Websites, as, indeed, the CD-ROM at the same time, recorded on a medium of digital data, offer pages organized in a tree in which the "reader" walks by inventing each consultation route. Within the text tags can jump from one content to another by bypassing the demonstration of a linear logic. This calls into question the linearity of text and status of the author. During the first fifteen years, the content exchanges and the naming of sites are managed - and the need censored - by the original makers of computer sites. Network management still depends the National Science Foundation . But the network begins to represent - with hundreds of millions of people connected worldwide - an important potential market, bringing together mostly young professionals from developed countries with high incomes.
Period 2. 1998-2002
But the network begins to represent - with hundreds of millions of people connected worldwide - an important potential market, bringing together mostly young professionals from developed countries with high income . In 1998 a decision of the President of the United States is transforming the Internet into commercial space. The assignment of names and addresses is now maintained by a private company. A range of industrial and commercial activities also became the network. This includes 1998, 120 million users of which two thirds reside North America
This extension caused the development of new features. By 1996 software that appear to navigate through the uncontrolled proliferation of sites. This software (Mosaic, Internet Explorer, Netscape Navigator ...) are developed by companies that are newcomers to the world of computing. Sitting on a new computer literacy (using the Java language, invented by Sun), they are in competition with Microsoft, which, since IBM gave it the monopoly of the software equipment of its micro-computers mid 1980, has a virtual monopoly in this field. Publishers program offer the tools to build websites (Navigator Gold, FrontPage). Other companies developing the huge routers that send traffic (Cisco).
To Internet 2G.0
A number of technical obstacles indeed jump in the 1990s. First use of microcomputers and laptops is becoming more democratic in industrialized countries. Subscriptions allow individuals to access the network from home, especially through technology ADSL allows you to use the fixed telephone network, amortized long ago. Access "wireless" ( wi fi) complete the range of possibilities.
Intercontinental actually start up in the 1990s. Submarine cable Fiber optic links provide very high capacity at moderate prices. The alternative is that of specialized satellites. Virtually all countries with a grid - to power terminals and antennas - are now likely to offer access to the global network. The excluded countries are those where the technical infrastructure is weak - Africa - or those with political power limit access to the network (China). But the phones / laptops - keys allow 3G to Africa (2010) to access the network even without mains (bank)
In France the issue of digital divide is posed in political terms: not having access to the Internet is now at risk of being excluded from networks of interaction social.
The constitution of the Internet as a huge market triggered the creation of many companies selling all kinds of network assets. The artificial inflation of the capitalization of these companies in 2002 leads to the bursting of the bubble Internet and the shift towards profitable activities. It was during this period that developed the procedure for online payment and secure access are developed and the expertise that fund certain sites or advertising.
Period 3. 2002-2010
The third era of the Internet is characterized by technologies that offer the possibility to transfer moving images, and thus consider the distribution of films and television programs. otherwise the search engines are capable of capturing data about users and the assembled data sold to businesses allowing these targeted actions, and finally social networking sites reconfigure the public-private boundary. All cultural activities is then allocated.
II. The impact on older media
Broadcasting. Calling bandwidth relatively modest and mostly not requiring terminal processing capabilities of excessive data, the broadcast radio programs on the Internet has established itself in 1999. It is simply necessary that users acquire a specific program easily accessible on the network. Here, we are in a unique scenario because the broadcasting on the Net combines the interactivity of the network - to find the source of interesting comment - a logic of expansion. It reiterates, however, since the latter can be treated as an emissions database and build its "own" the program (by selecting certain programs, seeking out others in the archives etc.).. However, the logic of funding associated with the spread - advertising - must find its place in the new medium. The entire range of programs is rearranged and written in a different environment: The management of time is different: - stream - streaming / / with the classical diffusion, the archiving is possible: podcast-rich programs are: integration of the image (videos), links to sites like you-tube and the reports are enriched with listeners: interactivity (blogs, posts) ; rss association or social group (facebook) - twitter; linkage system - the financing is amended by links to shopping sites (sites musical); advertising is taking new forms. ;
TV
The TV sites have a structure that resembles that of radio sites. They are eventually shared in the case of groups involving T, Radio and Press. Internet allows the management of flows and stocks. Consumer demand is growing. There is the breakdown of communities hearing the repetition of the event; iconifying; move to the trash or the absurd (success of the video showing an actress stumbling on the threshold of Elysee).
ago transformation of forms of advertising with the appearance of banners and systems for measuring traffic being set up. The measurement of clicks is less important than the capture of consumer profiles.
A new economic model sketched media, marked by the movement of advertising: In January-February 2010 there were more advertising value on the internet in the world on the TV classic. Advertising targeting associates of profiles and modeling offers.
Other functions "collective" of the TV are processed. The information could be marked by the end of JT? traditional competition from other media: Twitter for the immediate announcement (+ network effect), blogs have the advantage of the reactivity, allow dialogue, and are characterized by the absence of editorial rules, inventiveness, the excess, the (relative) anonymity
Writing . The transmission of the writing on the network does not pose any problems or technical capacity. However, the prospect of destabilizing les industries de l’écrit – presse, édition – freine la plupart des initiatives.
( à suivre)
[1] Référence : Guedon Jean Claude, La planète Cyber, … Découverte Gallimard, p. 40.
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