Сми и Культура: задания по английскому языку к учебнику для будущих журналистов

D. Translate the following text from Russian into English. Массовая коммуникация все более активно используется в управленческой деятельности во второй половине XX века. Это такой тип коммуникационных процессов, которые на основе использования технических средств тиражирования и передачи сообщений охватывают большие массы людей, а в качестве коммуникаторов в них выступают средства массовой информации – пресса, книжные издательства, агентства печати, радио, телевидение. Главная особенность массовой коммуникации заключается в соединении институционально организованного, четко управляемого производства информации с ее рассредоточенным, массовым распространением и потреблением. Вследствие этого она стала в последние годы одним из наиболее эффективных способов формирования общественного мнения и организации эффективного контроля над массовым поведением. Межгрупповая и массовая коммуникации служат каналами выработки и осуществления управленческой деятельности преимущественно на высших уровнях управления, охватывающих несколько групп, организаций или (в случае массовой информации) большинство граждан данной страны и даже нескольких стран. Существенное значение в теории и практике управления имеет выявление и применение различных способов коммуникаций: вертикальных – нисходящих и восходящих, горизонтальных, межуровневых, формальных и неформальных. Главенствующее значение в управленческой деятельности имеют вертикальные коммуникации, осуществляемые по двум направлениям: сверху вниз, т.е. нисходящие, и снизу вверх – восходящие. Очевидно, что наиболее типичной ситуацией в системе управления являются отношения между руководителем и подчиненным, которые составляют основную часть коммуникативной деятельности руководителя. Эта деятельность носит отчетливо выраженную нисходящую направленность, поскольку основные установки, распоряжения, приказы и т.п. идут с верхних ступеней управленческой пирамиды и адресуются нижестоящим должностным лицам. Социологические исследования свидетельствуют, что две трети коммуникативной деятельности руководителя составляет нисходящая коммуникация, ориентированная на сообщение подчиненным целей и задач их деятельности, выделение ее приоритетов; на передачу им распоряжений, установок, требований; доведение до них критериев эффективности работы и ее оценки; достижение признания и вознаграждения с целью мотивации эффективного труда и т.п. Однако в деятельности руководителя нельзя недооценивать и восходящей коммуникации, т.е. сообщений, сведений, идущих снизу вверх по служебной лестнице, от подчиненных к руководителю. Именно таким путем руководитель узнает о текущих и назревающих проблемах, о решенных и нерешенных задачах, о трудностях, сложностях и препятствиях, возникающих на пути к достижению поставленных целей. Коммуникативная деятельность по восходящей линии осуществляется чаще всего в форме отчетов, предложений, объяснительных записок, заявлений и т.п. B. Пoпoв (Массовая коммуникация.25 Jan. 2009 <http://www.inventech.ru/ lib/sociolog/sociolog0029>.) Chapter 2: Exercises The Internet and New Technologies media at the crossroads Notes Some elements of the e-mail etiquette Abbreviation usage is quite rampant with e-mail. In the quest to save keystrokes, users have traded clarity for confusion (unless you understand the abbreviations). Some of the more common abbreviations are listed in the table below. This Means This BCNU – be seeing you BTW – by the way FWIW – for what it's worth FYI – for your information IMHO – in my humble opinion OBO – or best offer ROTFL – rolling on the floor laughing RTFM – read the funny manual TNSTAAFL – there's no such thing as a free lunch TTFN – ta ta for now TTYL – talk to you later Part of the nature of a good one-on-one conversation is the use of visual cues. How important are facial expressions and body gestures to a conversation? A simple eye movement can mean the difference between “yes” and “YES”. What about auditory cues? The results are the same. Since there are no visual or auditory cues with e-mail, users have come up with something called “smilies”. They are simple strings of characters that are interspersed in the e-mail text to convey the writer’s emotions (cues). The most common example is :-). Turn your head to the left and you should see a happy face (the colon are the eyes, the dash is the nose and the parentheses is the mouth). Here are some more examples. This Means This :-) – Smiley face ;-) – Wink (light sarcasm) :-| – Indifference :-> – Devilish grin (heavy sarcasm) 8-) – Eye-glasses :-D – Shock or surprise :-/ – Perplexed :-( – Frown (anger or displeasure) :-P – Wry smile ;-} – Leer :-Q – Smoker :-e – Disappointment :-@ – Scream :-O – Yell :-* – Drunk :-{} – Wears lipstick (http://www.netmanners.com/11.07.2010) IMA (Incentive Marketing Association) is the source for the latest information, research, and education on using incentive programs to motivate your employees and customers. IMA provides education and information services, publications, conferences and seminars, media representation, research, and public relations efforts to its members and to businesses to help them effectively design and use incentive programs. IMA’s Web Site gives access to the leading suppliers in the incentive field. IMA’s online membership directory includes: Advertising/Sales Promotion Agencies; Consultants, Distributors; Gift Card/Certificate Suppliers; Fulfillment Companies; Incentive Houses; Manufacturers; National Marketing Companies; Performance Improvement Companies; Representatives; Travel Specialists and the industry’s major trade publications and trade show managers. (IMA. 10 July 2010. ˂http://www.returnonperformance.com/about-ima˃.) RSS (most commonly expanded as Really Simple Syndication) is a family of web feed formats used to publish frequently updated works—such as blog entries, news headlines, audio, and video ‒ in a standardized format. An RSS document (which is called a "feed", "web feed", or "channel") includes full or summarized text, plus metadata such as publishing dates and authorship. Web feeds benefit publishers by letting them syndicate content automatically. They benefit readers who want to subscribe to timely updates from favored websites or to aggregate feeds from many sites into one place. (RSS. Wikipedia. 4 July 2010. .) A podcast (or non-streamedwebcast) is a series of digital mediafiles (either audio or video) that are released episodically and often downloaded through web syndication. The word usurped webcast in common vernacular, due to rising popularity of the iPod and the innovation of web feeds. (Podcast. Wikipedia. 4 July 2010. 8 July 2010. .) The iPod is a portable media player designed and marketed by Apple and launched on. Etymologically i- +‎ pod, suggests a small place to keep things. The word has a singular (iPod) and a plural (iPods) forms. (IPOD. Wikipedia. 8 July 2010 title=Special%3 ASearch=iPOD&fulltext=1>.) I. Multiple Choice Choose the alternative that best completes the statement or answers the question. 1. What is the second stage of media development? a. development stage b. novelty stage c. entrepreneurial stage d. mass medium stage 2. What was the early name for the Internet? a. Telnet b. The Government Network c. ARPAnet d. World Wide Web 3. Which of the following is NOT a characteristic of the Internet? a. it is controlled by a single authority b. it is a distributed network c. it does not get clogged at a single point d. it has no central power switch 4. Which of the following was NOT an early use of the Internet? a. research b. bulletin boards c. multimedia sharing d. e-mail 5. The development of the Internet was initiated by ____. a. students at UCLA b. scientists c. the U.S. government d. none of the above 6. Which quality of the Internet is NOT distinct from other mass media? a. it is interactive b. it allows individuals to create and distribute messages without barriers c. it is dominated by commercial interests d. it converges many other media in one place 7. Which technological innovation allows the Internet to serve as a mass medium? a. digital communication b. micro technology c. fiber-optic cable d. all of the above 8. What term describes the phenomenon of traditional media content appearing on newer mass media? a. separation b. media mapping c. media convergence d. integration 9. Which is NOT a system for navigating and mapping the Internet? a. Internet Service Providers b. the World Wide Web c. CD-ROM d. search engines 10. The Web uses _____ so that all computers can read a given web page. a. Java b. HTML c. Unix d. ISP 11. AT&T and ______ joined to bring telephone service over cable systems in 1999. a. Disney b. Microsoft c. Time Warner d. Yahoo! 12. Modern business organizations are best described as _______. a. for profit b. egalitarian c. democratic d. autonomous 13. If current trends prevail, critics predict that those with ______ will control most of the information highway. a. experience b. money c. knowledge d. none of the above 14. Software developed by a group of amateur hackers and programmers is called ______. a. shareware b. multi-software c. coded software d. none of the above 15. In 2000, the ICANN created several new _____. a. ISPs b. host sites c. domain names d. Web portals 16. Urban myths and other misinformation spread unchecked through the Internet because there is no _______ to monitor information. a. gatekeeper b. censorship c. law d. arbiter 17. A profile that is attached to web users and is then used to track their surfing habits is called a ______. a. tag b. web ID c. cookie d. none of the above 18. By the year 2000, ____ percent of all Web sites were collecting some type of personal information. a. 50 b. 97 c. 78 d. 43 19. What 1996 act allowed most regional and long-distance phone companies to participate in cable- and Internet-access business? a. Information Act b. Telecommunications Act c. Cable Act d. Phone Act 20. The four fair practice principles developed by the Federal Trade Commission are ____ a. warning, privacy, information, and choice b. freedom, disclosure, information, and choice c. disclosure, choice, access, and security d. disclosure, security, protection, and notice 21. What is the final stage of media development? a. commercial stage b. mass medium stage c. entrepreneurial stage d. marketing stage 22. What is the correct order of the three stages of media innovation? a. entrepreneurial stage, development stage, mass medium stage b. development stage, mass medium stage, entrepreneurial stage c. development stage, entrepreneurial stage, mass medium stage d. mass medium stage, entrepreneurial stage, development stage 23. Which of the following is NOT one of the early ways of data sharing among communities on the Internet? a. newsgroups b. e-mail c. chat rooms d. bulletin boards 24. Who controls the Internet? a. government agencies b. there is no central control c. users d. corporations 25. An early version of the Internet was called _____. a. World Wide Web b. Gopher c. High-Speed Network d. ARPAnet 26. The convergence of various methods of communication has had the most impact on which of the following? a. television stations b. telephone companies c. cable services d. radio stations 27. Digital technology reads images and text as a series of ________. a. electric impulses b. ones and zeros c. numbers from one to ten d. none of the above 28. The advent of the ____________ allowed for the development of personal computers. a. fiber-optic cable b. modem c. microprocessor d. hypertext 29. Content that uses audio, text, and video elements is commonly referred to as ________. a. converged content b. HTML c. multimedia d. hypertext 30. Which of the following is NOT classified as an Internet service provider? a. America Online (AOL) b. Yahoo! c. EarthLink d. Microsoft Network (MSN) 31. In 2000, AOL acquired _________ in one of the largest media corporation mergers to date. a. AT&T b. Disney c. NBC d. Time Warner 32. Which of the following was one of the domain names created in 2000? a. .edu b. .com c. .org d. .info 33. What does ICANN stand for? a. International Cable News Network b. Internet Corporation for Assigned Names and Numbers c. Internet Companies for Accessing National News d. International Corporation of American Network News 34. As more companies merge into media conglomerates, the ____ of the Internet becomes a concern. a. size b. reliability c. freedom d. none of the above 35. Who was the Internet's major operator until the late 1980s? a. college communities b. small businesses c. the government d. NASA 36. The Internet allows what type of communication? a. point-to-point b. few-to-many c. many-to-many d. all of the above 37. Unlike past media forms, the Internet has escaped most attempts at ________. a. censorship b. advertising c. commercialism d. criticism 38. What are cookies NOT used for? a. tracking a user's Web surfing habits b. tracing a user's actions on a specific site c. gathering information in a user's Web directory d. none of the above 39. The contrast between those with Internet service and those without is dubbed _____. a. media convergence b. the digital divide c. the information theory d. data discrepancy 40. "Spam" e-mail, widely-circulated urban myths, and incorrect news reports on the Internet are all consequences of a lack of ______. a. gatekeepers b. senders c. receivers d. convergence (http://bcs.bedfordstmartins.com/mediaculture/pages/bcs-main.asp ?v = chapter&s=14000&n=00030&i=14030.02&o= |00020|00030 |&ns=0) II. Summary Summary 1 Read the summary of the section of Chapter 2 titled "Origins of the Internet" and answer the multiple choice questions that follow. Much like the frontier of the Old West, the information highway is uncontrolled and full of possibilities. Many critics believe that, unlike other mass media, the Internet is "ungovernable." Though it is difficult to predict to what extent the Internet will affect society, millions of people are now connected to it — 61 percent of U.S. households by 2002 — and it is safe to say that we are currently experiencing a media revolution and a new era. The evolution of a new mass medium The Industrial Age lasted from the development of the steam engine in the 1760s to mass assembly-line production in the 1900s. We are now firmly entrenched in the Information Age, a new era in comparison with what has come before. The Information Age began with the emergence of mass media such as the telegraph and radio, which grew as nations tried to send information over distances and exert military and economic controls. The Information Age is now marked by a convergence of these media types. In the past, the appearance of mass media has commonly been dictated by cultural, social, political, and economic circumstances. Under normal conditions, new media develop in three stages: the novelty or development stage, the entrepreneurial stage, and the mass medium stage. The first stage begins when inventors like Thomas Edison set out to solve a specific problem, such as how to record and play back sound. The second stage begins when marketable uses, like a way to play back music using the new device, are explored. The final stage is reached when the device, such as a record, is presented to the public and becomes a product used in homes and offices. The Internet has reached the mass medium stage, with 165 million people in the United States and 460 million people worldwide using it regularly. The birth and growth of the Internet The Internet has military origins similar to those of the national highway system, which was planned in the 1950s to ease the transport of military vehicles in case of emergency. The Internet began in the late 1960s in an attempt to increase the security of government and military communication lines. ARPA, the Defense Department's Advanced Research Projects Agency, began work on a prototype of today's Internet called ARPAnet. This early system allowed computer users to share data via e-mail and online bulletin boards. Because it used a distributed network, communications would not get clogged at a single point, and the system was less vulnerable to technical problems, natural disasters, or military attack. Computer researchers, scientists, and educators soon began using the Net as a useful tool for sharing research and data. Due to the nature of a distributed system, the Internet has developed with no central authority; no one person controls the Net, no one can kick others off it, and there is no central power switch. In 1982, the National Science Foundation invested in a high-speed network, used to connect several computers nationwide. With this, the Internet entered its relatively short entrepreneurial stage, led by scientists, researchers, and commercial interests. With the number of Internet users doubling each year in the 1990s, the Internet has definitely reached the mass medium stage of development. The current Internet system is made up of more than 150,000 separate regional computer networks and more than 120 million hosts, or servers, which are run by universities, corporations, and government agencies. The Internet allows users to find information on many topics. 1. The metaphor that has been used for describing the nature and potential of the information age is ______. a. cyberspace b. freeway c. communication d. frontier 2. By the year 2002, more than ____ of American households were connected to the Internet. a. 50 % b. 60% c. 75% d. 90% 3. What is the first stage of media development? a. primary stage b. novelty stage c. entrepreneurial stage d. early stage 4. What does the Defense Department's ARPA stand for? a. Advanced Research Projects Agency b. Advanced Research and Profit Assessment c. Association of Records and Paramilitary Accounts d. Agency Records and Public Accounts 5. The Internet reached its entrepreneurial stage in the early _____. a. 1990s b. 1980s c. 1960s d. 1950s Summary 2 Read the summary of the section of Chapter 2 titled "Information access on the Internet" and answer the multiple choice questions that follow. The information highway has quickly shown itself to be different from past forms of media. It is characterized by the convergence of media, and three attributes of the information highway set it apart. First, it is an interactive medium, allowing multiple opportunities for feedback and participation by users. For example, readers of an online newspaper can e-mail letters to the editor, who can easily respond in kind or post many letters since there is no space limit online, as there is in a print publication. Second, it allows a wide variety of traditional media forms to be seen and manipulated on a single computer monitor simultaneously. A user can read an article, view the accompanying picture, and listen to a sound bite and interview all in the same place. Finally, the Internet allows users to create and distribute messages at only a fraction of the cost of traditional media such as television and newspapers. It is easier for individuals to become producers rather than consumers of media products. Technology breakthroughs and converging media The convergence of media and communication methods on the Internet ideally allows all consumers and producers of content to operate on an equal basis. The distinction between linear or point-to-point communication and mass communication has blurred. Three advances in technology have allowed this convergence of media to occur. First, the development of digital communication reduces all data, be it sound, image, or text, to a series of ones and zeros. This allows a common language ‒ binary code ‒ made up of bits of information to be used by all computers. Second, microtechnology, particularly microprocessors and the computer chip, has allowed for the development of personal computers by integrating thousands of transistors and related circuitry into thin strands of circuitry. Computer chips continue to become faster and smaller ‒ according to Moore's Law, the power of computer chips nearly doubles every eighteen months. Finally, fiber-optic cable, made up of thin glass bundles of fiber, has provided the rapid transfer of digital information that much of today's Internet uses. Information is sent by lasers shooting pulses of light. Media convergence and content accessibility The digital revolution allows for near-instantaneous access to a variety of media types. Users can quickly access the day's news, video clips of a sporting event, and chart-topping songs, all from their computer. The appearance of these traditional media in digital format is known as convergence. Multimedia content, which mixes content types, makes different content available all at once. For example, some Web sites such as ESPN.com offer text, images, video, and live radio feeds. To match the types of media available, there is an increasingly large number of storage methods available to consumers. Zip disks, CD-ROMs, CD-Rs (recordable), CD-RWs (rewritable), and most recently DVDs (digital video disc) provide enough space to save and manipulate the various types of media found on the information highway. Mapping the Internet Initially, the Net was an unorganized web of information, with no efficient way to navigate the content. Beginning with the World Wide Web, five major mapping systems were developed to sort, organize, and provide a map to the Internet: World Wide Web, Internet Service Providers, browsers, search engines/directories, and instant messaging services. Developed in the early 1980s, the World Wide Web began as a text-based linking system. From there, hypertext was developed, which allows the linking of text, images, and other media to a specific set of commands entered by the programmer. The Web uses HTML (HyperText Markup Language) so that all computers can read a given Web page. There were over 22.2 million Web sites in 2000. Commercial Internet Service Providers (ISPs) stepped into the picture, providing Internet connections from home. Among a number of competitors, America Online is the largest in the United States and has grown even larger with a controversial merger with Time Warner; other ISPs include MindSpring and Prodigy. By July 2002, 61 percent of U.S. households had Internet access from home. Browser software such as Microsoft Internet Explorer and Netscape Communicator provides the interface for the user's exploration of the Net. The myriad of search engines and directories available today catalogue the information on the Internet so it is available for topic and key word searches. Browsers work in one of three ways: with a catalogue of sites (used by Yahoo! and Lycos); with computer "spider" programs that visit and record site data (used by AltaVista and HotBot); and with engines that rate the popularity of sites based on how many other pages link to them (used by Google). One of the latest innovations, instant messaging services (IM), is a perfect example of how communication is changing. Users can carry on several conversations at once; share links, music, and other media; and invite several users in to chat. Many companies, such as the market-leading AOL, Microsoft, and Yahoo, are actively competing in this market, since users tend to stay on their IM pages for long periods. 1. Which of the following is NOT an example of convergence? a. television Webcasts b. online newspapers c. Internet newsgroups d. online radio stations 2. The information highway has blurred the boundaries between point-to-point communication and ______. a. mass communication b. media convergence c. telecommunication d. feedback 3. Which of the following is NOT true about digital technology? a. All types of media are read in the same way b. Bits are pieces of digital information c. CDs store information digitally d. Early computers did not implement binary code 4. Data is converted into pulses of light when being sent through _______. a. copper wire b. phone lines c. fiber-optic cable d. a computer modem 5. What does DVD stand for? a. Digital Video Disc b. Downloaded Video Disk c. Direct Video Data d. Digital Versatile Disk Summary 3 Read the summary of the section of Chapter 2 titled "Ownership issues on the Internet" and answer the multiple choice questions that follow. The information age is set apart not only by the convergence of media, but also by the convergence of media-owning companies. As was true of the film and auto industries in the past, several major media companies, including Disney and AOL, are scrambling to control as much of the information highway as possible. In the wake of the 1996 Telecommunications Act, many phone companies also deal in cable and Internet-access businesses. Telephone giant AT&T made moves to become a one-stop communications company as it acquired cable companies such as TCI and Media One and the content and Internet companies Excite and Excite@Home. AT&T made a deal with Time Warner to offer telephone service in thirty-three states. The cost of these mergers hobbled the company, however, and AT&T announced in 2000 that it would break into separate cable, wireless, business services, and long-distance companies. In one of the largest media mergers ever, Time Warner and AOL joined forces in the year 2000, creating the world's largest media conglomerate. With the Internet a relatively new medium, the scarcity of regulation has permitted a rapidly growing number of mergers, buyouts, and consolidations. Future control of the Internet By 1994, several noncommercial groups (such as universities) that once ran regional computer hubs had sold rights to manage their services to private corporations, and the companies and institutions with the money for new technological developments began to control many of the roads on the information highway. The assigning of domain names in the 1990s brought government back into the picture. Finding a need for domain names beyond the original .com, .net, .org, and .edu, the Internet Corporation for Assigned Names and Numbers (ICANN) assigned several new names like .biz, .info, .name, and .aero as domain extensions. Internet2 (I2), a new system that is much faster than the current Internet, is likely to undergo even more privatization. A clash of values The very nature of the Internet ‒ free, egalitarian, and decentralized ‒ is at odds with the structure of modern business ‒ for profit, hierarchical, and systematized. The Internet is essentially free, equal, and uncontrolled. It is the nature of the medium that has kept it from being controlled by any one organization; it was not designed to be efficiently managed. Small groups of people, such as hackers and file traders, maintain the ability to impact large organizations. Alternative voices Despite the fact that major corporations and other private interests are vying for Internet control, independence is alive and well on the information highway. Thanks to industrious programmers and hackers, there continues to be open-source, or noncommercial, software available. The open-source software Linux, created by programmers over the past decade, may soon rival Microsoft's operating system. This software, originally established by Linus Torvalds in 1991, has evolved through the efforts of computer enthusiasts around the world and has been embraced by major computer companies; it is in operation on many behind-the-scenes computer servers. 1. Which of the following was one of the domain names created in 2000? a. .net b. .com c. .org d. .info 2. Which of the following terms best describes the nature of the Internet? a. hierarchical b. proprietary c. egalitarian d. organized 3. Until the late 1980s, ______ was the Internet's major operator. a. the government b. small business c. the scientific community d. NASA 4. IBM, Dell, Sony and other large computer manufacturers have embraced open-source ____ as a secure and inexpensive alternative to Microsoft's operating systems. a. Macintosh b. Linux c. uPortal d. I2 5. Open-source software refers to software that is ___. a. free to users b. programmed by several people c. noncommercial d. all of the above Summary 4 Read the summaries of the sections of Chapter 2 titled "Free expression, security, and access" and "Citizens, the Internet, and democracy" and answer the multiple choice questions that follow. Three issues about the Internet have led to much debate: questionable content, online security, and the accessibility of the Internet. The questions rising from these debates are still unanswered and will likely be at the center of public and private discussions of the Internet for years to come. The battle over inappropriate material Just as there was attempted censorship of other media in the past, politicians and public interest groups have pushed for legislation to help control content on the Web, including the Communications Decency Act in 1996 and the Children's Online Protection Act in 1998. However, all efforts have thus far been ruled unconstitutional, and the information highway remains largely uncensored. There have been attempts at self-regulation: some companies provide filtering devices for removing inappropriate language from certain sites or newsgroups, and services like America Online permit parental restrictions to be imposed on younger users. The challenge to keep personal information private The safety of private information has been a concern online since the early days of personal computers. Fears of government surveillance have been heightened since the passage of the USA Patriot Act a month after the September 11th attacks, granting law enforcement agencies more eavesdropping and data collection powers. Several well-publicized cases have proven that hackers can access personal information; nevertheless, with many companies promising secure Web sites, online purchasing has increased steadily, from $3 billion in 1997 to $20-$33 billion in 1999, and it is expected to grow to $199 billion by 2005. But just as companies promise to protect their users from hackers, they scramble to collect as much consumer information as they can. "Cookies" ‒ information profiles about a Web user that are stored on the user's own hard drive ‒ are one of the most common ways to track users' Web surfing habits; cookies can tell companies where users have gone on their site, what information users have in their Web directories, and what other sites users visit. In 1998, the U.S. Federal Trade Commission did try to protect consumers with four fair practice principles of online privacy: disclosure, choice, access, and security. However, with no power to enforce them, the principles have been largely ignored. As of 2000, 97 percent of Web sites collect personal information but only 20 percent implement the four principles. Lack of transparency regarding opt-in and opt-out policies has rendered them almost ineffective protection for consumers. The economics of access and the digital divide The information age has begun to create a digital divide between "information haves" and "information have-nots." For example, in the year 2000, households with incomes over $100,000 represented a disproportionate percentage of households online, while a greater percentage of white Americans used the Internet than African Americans. Some communities and organizations are now making an effort to provide some type of free Internet access to those who cannot afford to pay for it. But despite the name, the World Wide Web has yet to become a medium equally available to the entire globe. A handful of countries account for most Internet use; the national governments in some countries limit access; and the telecommunication networks in some countries make accessing the Internet difficult. Finally, in some countries, phone lines and electric power are almost nonexistent. If the Internet continues on its present path of development, information may become the next divider between classes and among countries. Citizens, cyberspace, and democracy While the Internet can be praised as a truly decentralized medium for the masses, the lack of gatekeepers can create some problems. False information is passed from user to user with the same speed as accurate data, with little to distinguish one from the other. In contrast to traditional media, there is no editorial function on the Internet. Internet hoaxes and urban legends are common. This decentralization does allow a multitude of communication models to exist. E-mail provides one-to-one communication, Web sites provide a few-to-many model, and mailing lists support a many-to-many communication model. Just as happened in older media such as radio, as the number of Internet users increases exponentially, large companies like AT&T will fight even harder to tame the medium. The Internet will be hard to regulate given that 75 percent of households in the United States and Canada are projected to be connected by 2005. But while private interests gain more control over information, new technologies like MP3 and better video streaming will allow users to continue participating in a largely democratic manner. It has yet to be seen how practices such as mass customization—Internet content aimed at a particular consumer and exemplified by portals such as My Yahoo! ‒ will affect the Web surfing experience, but it is clear that the information highway will continue to change the way media are perceived. Old boundaries between print, electronic, and digital media are disappearing, and mass communication will continue to evolve. 1. What is a drawback of the decentralization of the Internet? a. the rapid circulation of false news b. decreased security c. loss of privacy d. all of the above 2. What were the four fair information practices principles developed by the Federal Trade Commission? a. disclosure, choice, access, and security b. freedom, disclosure, information, and choice c. disclosure, security, protection, and notice d. warning, privacy, information and choice 3. Online purchasing was $3 billion in 1997; based on projections, by how much is this amount expected to change by 2005? a. decrease to $1.5 billion b. stay about the same c. increase to almost $50 billion d. increase to almost $200 billion 4. By 2005, it is expected that _____ percent of American homes will be linked to the Internet. a. 100 b. 95 c. 75 d. 50 5. Personalized Web portals, such as My Yahoo! are examples of ______. a. convergence b. cookies c. mass customization d. information harvesting (http://bcs.bedfordstmartins.com/mediaculture/pages/bcs-main.asp ?v = chapter&s=14000&n=00030&i=14030.02&o=|00020 |00030 |&ns=0) III. Text reviewing Review the sections "Origins of the Internet "," Information access on the Internet", "Ownership issues on the Internet", "Free expression, security, and access" and "Citizens, cyberspace, and democracy" in your textbook. When you are ready, write a brief paragraph-length response to each of the questions that follow. 1. Mass media traditionally emerge through three stages. Use the development of the Internet to briefly describe what takes place during the development, entrepreneurial, and mass medium stages. 2. How does media convergence distinguish the current era of media and mass communication from the past? 3. How are ownership issues on the Internet similar to or different from past ownership issues in media? 4. What are the perceived threats to free speech and democracy on the Internet? IV. Focus Questions (1) 1. The Internet has reached its mass media stage, a fact made evident by the public availability of connected computers. What people or groups are most likely to use Internet cafes and other public Internet access points? 2. Demand for public Internet access has risen enough to warrant consumer Internet access at truck stops, hotels, stores, and airports. Who pays for this equipment? Who benefits from it? Questions What developments have allowed computers and the Internet to become such an integral part of modern communication and information sharing? Focus Questions (2) How could each network be useful in different situations? Questions 1. What are the strengths and weaknesses of a centralized network? 2. The Internet is a ______ network. a. centralized b. decentralized c. distributed d. none of the above 3. What are the major advantages that a distributed network has over the other two network models? (http://bcs.bedfordstmartins.com/mediaculture/pages/bcs-main.asp ?v= chapter&s=04000&n=00050&i=04050.02&o=|00020|00030 |00050|) V. Vocabulary Exercises A. Match the words (1-33) with the definitions (a-gg). having a great power a bulletin board a place open to the public where you can communicate directly with several systems using different methods of giving information to list information about particular topics to send money from various places to someone to tap into the Net a way of communication joining one state to another a legitimate stock transaction a way to communicate facts or details about a situation, person, event etc impervious the business of making television and radio programs for people a user-friendly graphic browser the way of exchanging that is based on modern knowledge about science and computers to circumvent the authority of anyone strong feelings of shock that people feel when something bad happens unexpectedly mass communication ways of exchanging information between two people or a small group and all the ordinary people private and public modes of communication an easy to use computer program including drawing, printing, or designing that finds information on the Internet public broadcasting not affected or influenced by something information highway a failure in the work of a machine or a system digital technology a place in a computer information system where you can read or leave messages high-capacity to mention facts or details on special subjects interactive multimedia showplace to use or take what is needed from the Internet to funnel money to deceive an expert communication technology to keep information in a computer and get it back from the computer memory shareware a fair business deal in a company's shares interstate highway naturally in a mess freeware information transmission from one place to another a virtual community information exchange involving a very large number of people shock waves organizations providing news and information for the people becoming one thing decentralized a way of doing things based on a system in which information is recorded or sent out electronically a technical screwup a computer program that helps you find information on the Internet ad hoc a group of people who have the same interests and communicate via the Internet point-to-point communication free or cheap computer software that you can use for a short time before you decide whether to buy it to store and retrieve data free computer software, often available on the Internet inherently messy moved from a central place to several different smaller ones media convergence not planned, but arranged or done only when necessary search engines between the people who are the same age, or who have the same type of job, social class etc lurid pulp fiction based on scientific testing or practical experience inappropriate material unsuitable information or ideas used in books, films etc experimental books that are badly written, contain lots of sex, violence and deliberately shocking descriptions peer-to-peer

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