6.1 Rise of the internet and its impact on mass media

The internet revolutionized mass media, reshaping how we create, consume, and share information. From ARPANET to Web 2.0, its evolution transformed traditional media models and democratized content creation.

Legacy media faced challenges adapting to the digital landscape. New business models, content strategies, and advertising approaches emerged as traditional outlets competed with digital-native companies and individual creators for audience attention.

Internet's Historical Development

ARPANET and Early Networking

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• ARPANET originated as a U.S. Department of Defense project in the 1960s
  • Laid the foundation for packet-switching networks
  • Enabled communication between multiple computers
• TCP/IP protocols developed in the 1970s
  • Allowed different computer networks to communicate
  • Formed the basis of the modern internet
  • Standardized data transmission across diverse networks

World Wide Web and Public Internet

• Tim Berners-Lee created the World Wide Web in 1989
  • Revolutionized information sharing and accessibility
  • Introduced concepts of hypertext and web pages
• Mosaic, the first graphical web browser, launched in 1993
  • Marked the beginning of widespread public internet use
  • Made the internet more user-friendly and visually appealing
• Dot-com boom occurred in the late 1990s
  • Rapid growth in internet-based businesses
  • Establishment of major tech companies (Amazon, eBay)
  • Attracted significant venture capital investment

Web 2.0 and Mobile Internet

• Web 2.0 emerged in the early 2000s
  • Introduced interactive and user-generated content
  • Transformed the internet into a participatory platform
  • Enabled the rise of blogs, wikis, and social networking sites
• Social media platforms gained prominence in the late 2000s
  • Reshaped online communication patterns
  • Facilitated real-time information sharing
  • Examples include Facebook, Twitter, and LinkedIn
• Mobile internet proliferated in the early 2010s
  • Smartphones and tablets became primary internet access devices
  • Led to the development of mobile-specific apps and services
  • Enabled constant connectivity and location-based services

Internet's Impact on Mass Media

Disruption of Traditional Media Models

• Print media shifted to digital formats
  • Declining print circulation and advertising revenues
  • Newspapers and magazines developed online presence
• Online streaming services revolutionized television and film industries
  • Challenged traditional cable and broadcast models
  • Examples include Netflix, Hulu, and Amazon Prime Video
• Music industry transitioned to digital platforms
  • Shifted from physical sales to digital downloads and streaming
  • Altered revenue streams and distribution methods
  • Examples include Spotify, Apple Music, and SoundCloud

Digital Advertising and Content Distribution

• Digital advertising became a dominant force
  • Reshaped how businesses reach consumers
  • Competes with traditional advertising channels
  • Enables more targeted and measurable campaigns
• User-generated content and citizen journalism emerged
  • Challenged the gatekeeping role of traditional news media
  • Platforms like YouTube and blogs empowered individual creators
• Social media platforms became powerful content aggregators
  • Compete with traditional media for audience attention
  • Algorithms determine content visibility and reach
  • Examples include Facebook News Feed and Twitter Trending Topics

Global Reach and Audience Expansion

• Internet enabled global reach for media content
  • Broke down geographical barriers for content distribution
  • Expanded potential audiences for media producers
  • Facilitated cross-cultural content sharing and consumption
• Niche content found dedicated audiences through long tail effect
  • Challenged dominance of mass-market media products
  • Enabled specialized content creators to thrive
  • Examples include podcasts and YouTube channels catering to specific interests

Content Creation Democratization

Lowered Barriers to Entry

• User-friendly content creation tools proliferated
  • Lowered barriers for aspiring creators and citizen journalists
  • Examples include smartphone cameras, editing apps, and blogging platforms
• Social media platforms enabled personal brand building
  • Individuals can reach large audiences without traditional gatekeepers
  • Examples include Instagram influencers and TikTok creators
• Alternative funding sources emerged for independent creators
  • Crowdfunding platforms (Kickstarter, Patreon) support media projects
  • Subscription-based models provide recurring revenue for creators

User-Generated Content and Influencer Culture

• User-generated content became a significant entertainment source
  • Competes with professionally produced media
  • Examples include viral videos, memes, and amateur tutorials
• Influencer marketing created new monetization opportunities
  • Individuals monetize their online presence and content
  • Brands partner with influencers for product promotion
  • Examples include sponsored Instagram posts and YouTube product reviews

Diversity and Representation

• Digital platforms amplified marginalized voices
  • Increased diversity in media representation
  • Enabled niche communities to form and share content
  • Examples include LGBTQ+ content creators and minority-focused news outlets
• Long tail effect allowed niche content to find audiences
  • Challenged dominance of mass-market media products
  • Enabled creation of content for specific interests or communities
  • Examples include specialized podcasts and YouTube channels

Legacy Media's Internet Adaptation

Digital Business Model Challenges

• Traditional media struggled to develop sustainable digital models
  • Difficulty replacing declining revenues from traditional sources
  • Experimentation with paywalls, subscriptions, and digital advertising
• Increased competition from digital-native companies
  • Legacy media faced new rivals (BuzzFeed, Vice)
  • Individual content creators competed for audience attention
• Ongoing investment in digital infrastructure required
  • Legacy media organizations needed to upgrade technology
  • Continuous skills development for staff in digital tools and practices

Content Strategy Adaptation

• Shift to digital platforms necessitated new content strategies
  • Adapting to changing audience preferences and consumption habits
  • Development of mobile-friendly and interactive content
  • Examples include multimedia storytelling and data visualizations
• Balance between traditional and digital audience bases
  • Legacy media aimed to retain existing audiences while attracting younger consumers
  • Creation of digital-first content alongside traditional formats
• Journalistic practices evolved for online news dissemination
  • Emphasis on speed and immediacy in reporting
  • Integration of social media in news gathering and distribution
  • Fact-checking and verification challenges in fast-paced digital environment

Advertising and Data Capabilities

• Rise of programmatic advertising required new strategies
  • Legacy media developed data-driven targeting capabilities
  • Investment in ad tech and audience segmentation tools
• Traditional media companies built new advertising capabilities
  • Creation of branded content and native advertising offerings
  • Development of cross-platform advertising solutions
  • Examples include sponsored content in digital editions and video pre-roll ads