Internet The Newest Mass Medium Essay

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Internet: The Newest Mass Medium

In order to analyze the Internet as a mass medium, we first have to look at the original intentions of the Internet. Originally the Internet was utilized strictly by the government and educational institutions. Its primary purposes were research and education, although it soon became a form of entertainment for a portion of the population through games, chat, and email. The idea of using the Internet for entertainment and commercial use was outrageous to the current users of the technology, and when listservs began posting advertisements, they did not respond well. These users wanted to keep the focus of this particular media very narrow and two-dimensional, so to speak. However, commercialization of the Internet allowed for exponential growth in for-profit and subsidized sites, which generated a greater demand for a larger user base. Profitability became an issue as soon as the Internet became commercial.

In the 1990s, the Internet wielded a significant impact on people and businesses of all types, and there were many organizations and individuals that grew concerned of this impact and new issues arose. From a business aspect, telecommunications companies began to worry that the Internet would take away their customers because people were now able to place phone calls online with no long distance charges. From an individual, or general population aspect, people were concerned with the social implications of the Internet, and the negative impact that certain content could have on individuals or groups, such as children being exposed to pornographic content. There is also the growing concern of security and privacy, because not only can personal information be used for illegal purposes, it can be used without someone’s knowledge, for marketing purposes, which some people find to be an infringement of their privacy.

The Internet is a breeding ground for freedom of expression and freedom of speech, which is why certain countries such as China and Germany, have done everything in their power to restrict the content made available to citizens. However, because of the Constitution, American government is finding it rather difficult to set up a ‘gatekeeping’ system, which will restrict content available within the United States. To allow the government to do this would completely defeat the purpose of such a versatile and expansive medium.

In order to research the societal effects of this mass medium on the population, it is more convenient to break the audience up into groups, rather than look at the individuals. Because of the expansiveness of the Internet, it is not easy to ascertain the demographics of the average users in an accurate way. Surveys can be created, but it is even more difficult to gather demographic research for the Internet than it is for television or radio, and acceptable samples of Internet users are not easy to obtain.

Internet users can...

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