Download INTERNET (Routledge Introductions to Media and by Lorenzo Cantoni PDF

By Lorenzo Cantoni

From music to gaming, info collecting to eLearning; eCommerce to eGovernment, Lorenzo Cantoni and Stefano Tardini's soaking up creation considers the net as a conversation know-how; the possibilities it presents us, the constraints it imposes and the capabilities it permits. web explores: the political economic system of the net hypertext machine mediated communique web content as conversation conceptualizing clients of the web net groups and practices. ideal for college students learning this contemporary phenomenon, and a veritable e-feast for all cyber junkies.  

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Example text

Ong 2002: 118) In other words, print gave rise to the first uniform and repeatable commodity (McLuhan 2001: 185–94). Along with this uniformity and repeatability, print also introduced another factor crucial to the later development of the internet: Gutenberg’s invention sped up the process that writing started by instituting a technology of sight rather than hearing: [P]rint replaced the lingering hearing-dominance in the world of thought and expression with the sight-dominance which had its beginnings with writing but could not flourish with the support of writing alone.

Rogers calls these characteristics perceived attributes. Attributes 1–5 are reported by Rogers (1995: 15–17), attributes 6 and 7 are added by Fidler (1997: 13–17): 1 2 3 4 5 Relative advantage: the innovation must be perceived as better than the idea it supersedes. The advantage may be measured not only in economic terms, but also in terms of social prestige, convenience and satisfaction. Compatibility: the innovation must be perceived as consistent with the values, norms, past experiences and needs of the adopters’ community; the example of water boiling in Los Molinas clearly shows the importance of this feature.

In 1967 the Public Broadcasting Act was drawn up, which regulated the use of FM frequencies by reserving space on the FM dial for new public radio stations (regulatory or legal actions). Rock ’n’ roll music and teenagers declared the success of FM: while AM stations targeted broad and undifferentiated audiences and had to avoid niche music, such as rock ’n’ roll, FM could spread rock ’n’ roll music, thus reaching the niche audience of teenagers, which increased the demand for FM technology, thus attracting advertisers’ investments (general social forces).

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