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Tables of Contents for The World Wide Web
Chapter/Section Title
Page #
Page Count
PREFACE
v
I INTRODUCTION TO THE INTERNET AND THE WORLD WIDE WEB
1
41
THE INTERNET
2
4
What Is the Internet?
2
4
World Wide Web
3
1
Gopher
3
1
Wide Area Information Service
4
1
Electronic Mail
4
1
Listservs
5
1
Usenet Newsgroups
5
1
Chat Forums
5
1
MUDs, MOOs, and MUSHes
6
1
PROFILE OF WEB USERS AND WEB SITES
6
1
COMMUNICATION MODELS AND THE WORLD WIDE WEB
7
2
THE WORLD WIDE WEB AND THE MASS MEDIA
9
5
Technology
9
1
Content
10
1
Characteristics of Traditional Mass Media
11
2
Audience
11
1
Time
11
1
Display and Distribution
12
1
Distance
12
1
Storage
13
1
Characteristics of the Web
13
1
HISTORY OF THE INTERNET AND THE WORLD WIDE WEB
14
2
HOW THE INTERNET AND THE WEB WORK
16
3
CONNECTING TO THE INTERNET
19
4
Internet Service Providers
19
1
Internet Addresses
19
1
Domain Name Disputes
20
2
A Solution for Domain Names Problems
22
1
NAVIGATING THE WORLD WIDE WEB
23
8
Net Browsers
23
1
Hypertext Markup Language
24
2
Java
26
2
Moving around the Web
28
1
Hot Links and Buttons
28
1
Uniform Resource Locator (URL)
29
1
Bookmarks
29
2
SELECTING A WEB BROWSER
31
3
ONLINE SERVICES
34
1
SUMMARY: THE INTERNET AND THE WORLD WIDE WEB
35
1
CHAPTER LINKS
36
1
REFERENCES
37
5
2 SEARCHING THE WEB
42
35
TRUSTING WEB SOURCES
43
5
Public Trust in the Web
44
1
Evaluating Web Content
45
1
Verifying Web Content
46
1
Citing Web Sources
47
1
USING THE WEB FOR RESEARCH
48
24
Search Services
49
1
Yahoo!
50
1
How Search Engines Work
51
2
Database Construction
51
1
Easy-to-Use Searches
51
1
Order of Entry
52
1
Numbered Sets
52
1
Truncation
52
1
Fields
52
1
Relevancy Ranking
53
1
Customized Results List
53
1
Direct Links and Other Features
53
1
Searching Strategies
53
2
Boolean Logic
54
1
Comparing Search Queries
54
1
Using Search Services
55
4
Alta Vista
55
1
Excite
55
1
Infoseek Guide
57
1
Lycos
58
1
WebCrawler
58
1
Yahoo!
59
1
CUSI, SUSI, and Meta Searching
59
1
Online Directories
59
2
Searching for People
61
1
Conducting a Search
61
2
Selecting a Search Service
63
2
Push Technology
65
2
Other Internet Resources
67
3
Listservs
67
1
Usenet Newsgroups
68
2
Communication-Related Web Resources
70
1
Other Web Resources
71
1
SUMMARY: GETTING THE MOST OUT OF THE WEB
72
1
CHAPTER LINKS
73
1
REFERENCES
74
3
3 INTERNET RADIO
77
27
THE GROWTH OF INTERNET RADIO
78
2
INTERNET RADIO VERSUS OVER-THE-AIR RADIO
80
3
Benefits of Internet Radio
80
2
Challenges of Internet Radio
82
1
REAL-TIME AUDIO: WHAT IT DOES
83
3
REAL-TIME AUDIO: HOW IT WORKS
86
1
RealAudio Encoder
86
1
RealAudio Player
87
1
NETCASTING NETWORKS
87
1
CYBERCASTING RADIO STATIONS
88
2
Broadcast Stations on the Web
88
2
INTERNET RADIO PROGRAMS
90
3
Web-Only Radio: Networks and Stations
92
1
CYBERMUSIC
93
2
INTERNET RADIO AND THE FEDERAL COMMUNICATIONS COMMISSION
95
1
PRODUCING AN INTERNET RADIO SHOW
96
3
Internet Radio Signal Path
96
1
Types of Audio File Transfer
97
1
Program Delivery
98
1
Producing an Audio File
98
1
SUMMARY: WHERE DOES INTERNET RADIO GO FROM HERE?
99
1
CHAPTER LINKS
100
1
REFERENCES
101
3
4 TELEVISION ENTERTAINMENT
104
41
THE WEB AND TELEVISION ENTERTAINMENT
105
1
TELEVISION DELIVERY SYSTEMS
105
4
Broadcast
106
1
Cable Television
106
1
Multichannel Multipoint Distribution Service
106
1
Direct Broadcast Satellite
107
1
High Definition Television
107
1
Interactive Television
108
1
WEB DELIVERY SYSTEMS
109
3
The Web and Interactivity
109
1
Intercasting
109
1
Set-Top Boxes, PCTV, and Hybrid Systems
109
3
Cable Modems
112
1
TELEVISION, THE WEB, AND AUDIENCE USE
112
5
Audience Fragmentation
112
2
Remote Control Devices
114
1
Instrumental and Ritualistic Use
115
1
Selecting Television Programs and Web Sites
115
1
Channel and Web Site Repertoire
116
1
Using the Web as Television
117
1
TELEVISION AND THE WEB: CONTENT
117
9
Broadcast Networks on the Web
119
2
ABC
119
1
CBS
119
1
NBC
120
1
Fox
121
1
Cable Networks on the Web
121
2
TV Entertainment Sites
123
1
Television Affiliates with Web Sites
124
2
CYBERPROGRAMS: NETWORK AND WEB-ONLY
126
8
Children's Programs
126
1
Children's Web-Only Programs
126
1
Dramatic Shows
126
1
Web-Only Drama
127
1
Game Shows
127
1
Talk and Entertainment Programs
127
2
Web-Only Talk and Entertainment Programs
129
1
Web-Only Informational Programs
129
1
Web-Only Reality Programs
129
1
Web-Only Adventure Programs
130
1
Network Soaps Online
131
1
Cybersoaps
131
2
Other Webcast Programs
133
1
Simulcast Programs
133
1
ONLINE TV/WEB LISTINGS
134
2
NetGuide Live
134
1
Television Program Guides Online
134
2
THE WEB ON TELEVISION
136
1
SUMMARY: TELEVISION OF TOMORROW
137
1
CHAPTER LINKS
138
2
REFERENCES
140
5
5 NEWS AND SPORTS ON THE WEB
145
39
NEWS ON THE WEB
146
1
NEWS SOURCES
147
1
DELIVERING NEWS ON THE WEB
148
4
Advantages of Online Delivery
149
1
Disadvantages of Online Delivery
149
3
HISTORY OF NEWS DELIVERY
152
8
From Newspapers to Netpapers
152
4
Netpapers
153
1
Fee-for-Service Netpapers
154
1
Print Journalists in an Online World
155
1
From Printed News Magazines to Online News Magazines
156
1
From Over-the-Air Radio to Net Radio
157
1
From Television News Broadcasts to Netcasts
158
2
Netcasting
160
1
COMING TOGETHER ON THE WEB
160
5
Media Characteristics
160
1
Editorial Standards
161
1
Media Preferences
162
1
Effectiveness and Recall of Online News
163
1
Compiling Online News
163
2
EXAMPLES OF MEDIA ON THE WEB
165
13
Large Circulation Newspapers
165
1
New York Times
165
1
USA Today
165
1
Washington Post
165
1
Medium and Small Circulation Newspapers
166
3
Santa Rosa Press Democrat
166
1
Standard Times
167
1
New Century Network
167
2
News Magazines
169
1
Newsweek
169
1
Time
169
1
U.S. News & World Report
169
1
Electronic Newsstand
169
1
Radio News
170
1
National Public Radio
170
1
Television News: Broadcast and Cable Networks
171
4
ABC
171
1
CBS
171
1
NBC
172
1
MSNBC
172
2
FoxNews
174
1
CNN Interactive
174
1
Local Television News
175
1
Sporting News
175
3
ESPN SportsZone
175
1
CBS SportsLine
176
1
National Basketball Association
177
1
SUMMARY: ONLINE NEWS
178
1
CHAPTER LINKS
179
1
REFERENCES
180
4
6 MARKETING AND PUBLIC RELATIONS
184
44
MARKETING ON THE WEB
185
7
To Go Online or Not to Go Online?
187
5
Types of Commercial Web Sites
188
2
Costs of Establishing and Maintaining a Web Site
190
1
Is Anyone Making Money?
191
1
THE FOUR P'S AND FOUR C'S OF MARKETING
192
11
Integrating Product and Consumer Functions on the Web
194
2
Relationship Marketing
194
1
Value-Added Content
195
1
Pricing and Cost Components of Web Marketing
196
2
Online Revenue Models
196
2
Online Pricing and Cost Strategies
198
1
The Web as a Place--Convenience
198
2
What Works What Sells
198
2
Cyber-Promotion and Communication
200
3
Promotion
200
1
Push Marketing
201
1
Customer Feedback
202
1
SECURITY AND PRIVACY ISSUES
203
6
Security
203
2
Privacy
205
1
Online "Seals of Approval"
206
1
Cookies
207
1
Protecting Web Site Croners
208
1
MARKET RESEARCH
209
1
MEASURING SUCCESS
210
1
CYBERMARKETS
211
2
An Online Catalog of Catalogs
212
1
TAPPING INTO THE COLLEGE MARKET
213
1
PUBLIC RELATIONS
214
8
What Is Public Relations?
215
1
History of Public Relations
216
1
Public Relations and the Internet
217
1
Using Internet Resources for Public Relations Purposes
218
4
E-mail
218
2
Listservs and Usenet Newsgroups
220
1
The Web
220
2
SUMMARY: ONLINE MARKETING AND PUBLIC RELATIONS
222
1
CHAPTER LINKS
223
1
REFERENCES
224
4
7 ADVERTISING
228
44
ADVERTISING AND THE WORLD WIDE WEB
229
6
Web Advertising Versus Web Marketing
230
1
The Transition to Internet Advertising
231
1
Benefits of Online Advertising
232
3
Advertiser's Perspective
232
2
Consumer Perspective
235
1
ADVERTISING RATES
235
5
Cost per Thousand
235
2
Size-Based Pricing
237
1
Click-Through Rates
237
2
Result-Based Fees
239
1
Advertising Exchanges
240
1
Discounts
240
1
What Advertisers Want to Pay
240
1
SELLING THE MEDIUM
240
9
Sales Force
240
1
Online Campaign Management
241
1
Advertising Sales and Buys
242
7
Banner Ads
242
1
Chat Rooms
243
1
Online Games
243
1
Sponsorships
243
1
Product Placement
244
1
Infomercials
245
1
Classified Advertising
245
1
Coupons
246
1
Newsletters
247
1
E-mail Advertising
247
2
Intranets
249
1
WEB RATINGS AND MEASUREMENT
249
5
Web Ratings
249
2
Web Auditors
251
1
Web Auditing
252
1
Measurement Standards
253
1
THE TECHNOLOGY OF WEB ADVERTISING
254
2
EFFECTIVENESS OF ONLINE ADVERTISING
256
2
ONLINE AD SPENDING AND REVENUE
258
2
ZAPPING CYBER-ADS
260
1
ONLINE ADVERTISING ASSOCIATIONS
261
1
AGENCY PRESENCE ON THE WEB
262
1
SUMMARY: A NEW MEDIUM FOR ADVERTISING
263
2
CHAPTER LINKS
265
1
REFERENCES
266
6
8 WEB SITE DESIGN, PRODUCTION, AND AESTHETICS
272
23
DESIGNING A WEB SITE
273
10
Going Online
274
4
Establishing a Purpose and Setting Goals
274
1
Understanding Motivations and Targeting an Audience
275
1
Determining the Type of Site Needed and Hiring Personnel
276
1
Online Content
276
2
Organizing a Web Site
278
5
Mapping
278
2
Grouping Subjects Together
280
1
Establishing Linking Pages
281
2
GRAPHIC ISSUES
283
5
Types of Graphic Files
283
1
GIF Files
283
1
JPEG Files
284
1
File Size
284
1
Downloading Graphics
285
1
Legal Considerations
285
2
Graphics Differences among Browsers
287
1
Using Graphics Wisely
288
1
TIPS FOR EFFECTIVE WEB SITE DESIGN
288
2
EVALUATING A WEB SITE
290
3
SUMMARY: SITE DESIGN
293
1
CHAPTER LINKS
293
1
REFERENCES
293
2
9 SOCIAL IMPLICATIONS
295
15
INTERNET USE, ABUSE, AND ADDICTION
296
2
MASS MEDIA USE
298
1
SOCIETAL CHANGES AND TECHNOLOGY
299
2
Gemeinschaft and Gesellschaft
299
1
Mass Society and Mass Communication
300
1
EFFECTS OF MEDIA MESSAGES
301
4
Cognitive Change
301
1
Emotional or Attitudinal Change
302
2
Behavioral Change
304
1
A CHANGING SOCIETY
305
2
SOCIAL CONCERNS AND THE WEB
307
1
Information Haves and Have Nots
307
1
Financial Barriers
308
1
SUMMARY: THE WEB'S POTENTIAL IMPACT ON SOCIETY
308
1
CHAPTER LINKS
308
1
REFERENCES
309
1
10 THEORETICAL CONSIDERATIONS
310
16
A THEORETICAL PERSPECTIVE FOR THE WORLD WIDE WEB
311
5
Mass Media and the Internet
311
1
Beginnings of Mass Communication Research
312
1
Attitudes
312
1
Social Differentiation
313
1
Media Selection
313
3
Agenda Setting
316
1
NEW THEORETICAL PERSPECTIVES
316
6
Uses and Gratifications
316
2
Selective Exposure
318
1
Critical Mass
319
1
Diffusion of Innovation
319
1
Play Theory
320
1
Cultivation
321
1
SUMMARY: USING MASS COMMUNICATION THEORIES TO UNDERSTAND THE WEB
322
2
CHAPTER LINKS
324
1
REFERENCES
324
2
II ETHICS AND LEGAL ISSUES
326
23
ETHICS AND ETHICAL BEHAVIOR
327
1
ETHICS AND THE MASS MEDIA
327
4
Fin-Syn Rules
328
1
Station Ownership
329
1
Ethical Guidelines
329
2
ETHICAL PERSPECTIVES
331
3
Deontological Perspective
331
1
Teleological Perspective
331
3
LEGAL ISSUES
334
6
Free Speech on the Internet
334
1
Recent Legislation
335
1
Community Standards
336
1
Privacy
336
1
E-mail
337
1
Electronic Transactions
337
1
Encryption
338
1
Key Escrow
338
1
Sale of Information
339
1
COPYRIGHT AND INTELLECTUAL PROPERTY
340
3
Subject Matter of Copyright
341
1
Fair Use Doctrine
341
1
Some Copyright Guidelines
341
1
Piracy: Music
342
1
Piracy: Software
342
1
INTERNET TAXATION
343
3
SUMMARY: ETHICS AND LAW AS BEHAVIORAL GUIDELINES
346
1
CHAPTER LINKS
347
1
REFERENCES
347
2
12 CAREER OPPORTUNITIES AND FUTURE DIRECTIONS
349
24
CAREER OPPORTUNITIES
350
10
Searching for Employees
350
2
Searching for Employment
352
5
Posting Resumes Online
352
4
Using Online Employment Services
356
11
Jobs in a Cyberworld
357
2
Webmaster
357
1
Other Internet Jobs
358
1
Getting Experience
359
1
AS THE WORLD WIDE WEB TURNS
360
8
Trends
361
2
Speed
363
1
Realism
363
1
VRML
364
1
Ease of Use
365
1
Other Useful Applications
365
1
Problems
366
1
HTML and DHTML
367
1
Collaborative Filtering
368
1
SUMMARY: BE PART OF THE ONLINE FUTURE
368
2
CHAPTER LINKS
370
1
REFERENCES
370
3
APPENDIX: URLs
373
14
GLOSSARY
387
8
CREDITS
395
2
INDEX
397