To analyze characteristics of emerging digital culture. Background: ? Social media refers to digital applications that enable users to create, share, and exc

Chapter 11The Internet and Social Media

Cleaning Up Your Online Act

Figure 11.1

It used to be that applying for a job was fairly simple: send in a résumé, write a cover letter, and call a few references to make sure they will say positive things. The hiring manager understands that this is a biased view, designed to make the applicant look good, but that is all forgivable. After all, everyone applying for a particular job is going through this same process, and barring great disasters, the chances of something particularly negative reaching the desk of a hiring manager are not that great.

However, there is a new step that is now an integral part of this application process—hiding (or at least cleaning up) the applicants’ virtual selves. This could entail “Googling”—shorthand for searching on Google—their own name to see the search results. If the first thing that comes up is a Flickr album (an online photo album from the photo-sharing site Flickr) from last month’s Olympian-themed cocktail party, it may be a good idea to make that album private to ensure that only friends can view the album.

The ubiquity of Web 2.0 social media like Facebook and Twitter allows anyone to easily start developing an online persona from as early as birth (depending on the openness of one’s parents)—and although this online persona may not accurately reflect the individual, it may be one of the first things a stranger sees. Those online photos may not look bad to friends and family, but one’s online persona may be a hiring manager’s first impression of a prospective employee. Someone in charge of hiring could search the Internet for information on potential new hires even before calling references.

First impressions are an important thing to keep in mind when making an online persona professionally acceptable. Your presence online can be the equivalent of your first words to a brand-new acquaintance. Instead of showing a complete stranger your pictures from a recent party, it might be a better idea to hide those pictures and replace them with a well-written blog—or a professional-looking website.

The content on social networking sites like Facebook, where people use the Internet to meet new people and maintain old friendships, is nearly indestructible and may not actually belong to the user. In 2008, as Facebook was quickly gaining momentum,  The New York Times ran an article, “How Sticky Is Membership on Facebook? Just Try Breaking Free”—a title that seems at once like a warning and a big-brother taunt. The website does allow the option of deactivating one’s account, but “Facebook servers keep copies of the information in those accounts indefinitely.”Maria Aspan, “How Sticky Is Membership on Facebook? Just Try Breaking Free,”  New York Times, February 11, 2008,  http://www.nytimes.com/2008/02/11/technology/11facebook.html . It is a double-edged sword: On one hand, users who become disillusioned and quit Facebook can come back at any time and resume their activity; on the other, one’s information is never fully deleted. If a job application might be compromised by the presence of a Facebook profile, clearing the slate is possible, albeit with some hard labor. The user must delete, item by item, every individual wall post, every group membership, every photo, and everything else.

Not all social networks are like this—MySpace and Friendster still require users who want to delete their accounts to confirm this several times, but they offer a clear-cut “delete” option—but the sticky nature of Facebook information is nothing new.Maria Aspan, “How Sticky Is Membership on Facebook? Just Try Breaking Free,”  New York Times, February 11, 2008,  http://www.nytimes.com/2008/02/11/technology/11facebook.html . Google even keeps a cache of deleted web pages, and the Internet Archive keeps decades-old historical records. This transition from ephemeral media—television and radio, practically over as quickly as they are broadcast—to the enduring permanence of the Internet may seem strange, but in some ways it is built into the very structure of the system. Understanding how the Internet was conceived may help elucidate the ways in which the Internet functions today—from the difficulties of deleting an online persona to the speedy and near-universal access to the world’s information.

11.1 The Evolution of the Internet

Learning Objectives

1. Define  protocol and  decentralization as they relate to the early Internet.

2. Identify technologies that made the Internet accessible.

3. Explain the causes and effects of the dot-com boom and crash.

From its early days as a military-only network to its current status as one of the developed world’s primary sources of information and communication, the Internet has come a long way in a short period of time. Yet there are a few elements that have stayed constant and that provide a coherent thread for examining the origins of the now-pervasive medium. The first is the persistence of the Internet—its Cold War beginnings necessarily influencing its design as a decentralized, indestructible communication network.

The second element is the development of rules of communication for computers that enable the machines to turn raw data into useful information. These rules, or protocols, have been developed through consensus by computer scientists to facilitate and control online communication and have shaped the way the Internet works. Facebook is a simple example of a protocol: Users can easily communicate with one another, but only through acceptance of protocols that include wall posts, comments, and messages. Facebook’s protocols make communication possible and control that communication.

These two elements connect the Internet’s origins to its present-day incarnation. Keeping them in mind as you read will help you comprehend the history of the Internet, from the Cold War to the Facebook era.

The History of the Internet

The near indestructibility of information on the Internet derives from a military principle used in secure voice transmission: decentralization. In the early 1970s, the RAND Corporation developed a technology (later called “packet switching”) that allowed users to send secure voice messages. In contrast to a system known as the hub-and-spoke model, where the telephone operator (the “hub”) would patch two people (the “spokes”) through directly, this new system allowed for a voice message to be sent through an entire network, or web, of carrier lines, without the need to travel through a central hub, allowing for many different possible paths to the destination.

During the Cold War, the U.S. military was concerned about a nuclear attack destroying the hub in its hub-and-spoke model; with this new web-like model, a secure voice transmission would be more likely to endure a large-scale attack. A web of data pathways would still be able to transmit secure voice “packets,” even if a few of the nodes—places where the web of connections intersected—were destroyed. Only through the destruction of all the nodes in the web could the data traveling along it be completely wiped out—an unlikely event in the case of a highly decentralized network.

This decentralized network could only function through common communication protocols. Just as we use certain protocols when communicating over a telephone—“hello,” “goodbye,” and “hold on for a minute” are three examples—any sort of machine-to-machine communication must also use protocols. These protocols constitute a shared language enabling computers to understand each other clearly and easily.

The Building Blocks of the Internet

In 1973, the U.S. Defense Advanced Research Projects Agency (DARPA) began research on protocols to allow computers to communicate over a distributed network. This work paralleled work done by the RAND Corporation, particularly in the realm of a web-based network model of communication. Instead of using electronic signals to send an unending stream of ones and zeros over a line (the equivalent of a direct voice connection), DARPA used this new packet-switching technology to send small bundles of data. This way, a message that would have been an unbroken stream of binary data—extremely vulnerable to errors and corruption—could be packaged as only a few hundred numbers.

Figure 11.2

Centralized versus distributed communication networks

Imagine a telephone conversation in which any static in the signal would make the message incomprehensible. Whereas humans can infer meaning from “Meet me [static] the restaurant at 8:30” (we replace the static with the word  at), computers do not necessarily have that logical linguistic capability. To a computer, this constant stream of data is incomplete—or “corrupted,” in technological terminology—and confusing. Considering the susceptibility of electronic communication to noise or other forms of disruption, it would seem like computer-to-computer transmission would be nearly impossible.

However, the packets in this packet-switching technology have something that allows the receiving computer to make sure the packet has arrived uncorrupted. Because of this new technology and the shared protocols that made computer-to-computer transmission possible, a single large message could be broken into many pieces and sent through an entire web of connections, speeding up transmission and making that transmission more secure.

One of the necessary parts of a network is a host. A host is a physical node that is directly connected to the Internet and “directs traffic” by routing packets of data to and from other computers connected to it. In a normal network, a specific computer is usually not directly connected to the Internet; it is connected through a host. A host in this case is identified by an Internet Protocol, or IP, address (a concept that is explained in greater detail later). Each unique IP address refers to a single location on the global Internet, but that IP address can serve as a gateway for many different computers. For example, a college campus may have one global IP address for all of its students’ computers, and each student’s computer might then have its own local IP address on the school’s network. This nested structure allows billions of different global hosts, each with any number of computers connected within their internal networks. Think of a campus postal system: All students share the same global address (1000 College Drive, Anywhere, VT 08759, for example), but they each have an internal mailbox within that system.

The early Internet was called ARPANET, after the U.S. Advanced Research Projects Agency (which added “Defense” to its name and became DARPA in 1973), and consisted of just four hosts: UCLA, Stanford, UC Santa Barbara, and the University of Utah. Now there are over half a million hosts, and each of those hosts likely serves thousands of people.Central Intelligence Agency, “Country Comparison: Internet Hosts,”  World Factbook,  https://www.cia.gov/library/publications/the-world-factbook/rankorder/2184rank.html . Each host uses protocols to connect to an ever-growing network of computers. Because of this, the Internet does not exist in any one place in particular; rather, it is the name we give to the huge network of interconnected computers that collectively form the entity that we think of as the Internet. The Internet is not a physical structure; it is the protocols that make this communication possible.

Figure 11.3

A TCP gateway is like a post office because of the way that it directs information to the correct location.

One of the other core components of the Internet is the Transmission Control Protocol (TCP) gateway. Proposed in a 1974 paper, the TCP gateway acts “like a postal service.”Vinton Cerf, Yogen Dalal, and Carl Sunshine, “Specification of Internet Transmission Control Program,” December 1974,  http://tools.ietf.org/html/rfc675 . Without knowing a specific physical address, any computer on the network can ask for the owner of any IP address, and the TCP gateway will consult its directory of IP address listings to determine exactly which computer the requester is trying to contact. The development of this technology was an essential building block in the interlinking of networks, as computers could now communicate with each other without knowing the specific address of a recipient; the TCP gateway would figure it all out. In addition, the TCP gateway checks for errors and ensures that data reaches its destination uncorrupted. Today, this combination of TCP gateways and IP addresses is called TCP/IP and is essentially a worldwide phone book for every host on the Internet.

You’ve Got Mail: The Beginnings of the Electronic Mailbox

Email has, in one sense or another, been around for quite a while. Originally, electronic messages were recorded within a single mainframe computer system. Each person working on the computer would have a personal folder, so sending that person a message required nothing more than creating a new document in that person’s folder. It was just like leaving a note on someone’s desk,Ian Peter, “The History of Email,” The Internet History Project, 2004,  http://www.nethistory.info/History%20of%20the%20Internet/email.html . so that the person would see it when he or she logged onto the computer.

However, once networks began to develop, things became slightly more complicated. Computer programmer Ray Tomlinson is credited with inventing the naming system we have today, using the  @ symbol to denote the server (or host, from the previous section). In other words, [email protected] tells the host “gmail.com” (Google’s email server) to drop the message into the folder belonging to “name.” Tomlinson is credited with writing the first network email using his program SNDMSG in 1971. This invention of a simple standard for email is often cited as one of the most important factors in the rapid spread of the Internet, and is still one of the most widely used Internet services.

The use of email grew in large part because of later commercial developments, especially America Online, that made connecting to email much easier than it had been at its inception. Internet service providers (ISPs) packaged email accounts with Internet access, and almost all web browsers (such as Netscape, discussed later in the section) included a form of email service. In addition to the ISPs, email services like Hotmail and Yahoo! Mail provided free email addresses paid for by small text ads at the bottom of every email message sent. These free “webmail” services soon expanded to comprise a large part of the email services that are available today. Far from the original maximum inbox sizes of a few megabytes, today’s email services, like Google’s Gmail service, generally provide gigabytes of free storage space.

Email has revolutionized written communication. The speed and relatively inexpensive nature of email makes it a prime competitor of postal services—including FedEx and UPS—that pride themselves on speed. Communicating via email with someone on the other end of the world is just as quick and inexpensive as communicating with a next-door neighbor. However, the growth of Internet shopping and online companies such as  Amazon.com  has in many ways made the postal service and shipping companies more prominent—not necessarily for communication, but for delivery and remote business operations.

Hypertext: Web 1.0

In 1989, Tim Berners-Lee, a graduate of Oxford University and software engineer at CERN (the European particle physics laboratory), had the idea of using a new kind of protocol to share documents and information throughout the local CERN network. Instead of transferring regular text-based documents, he created a new language called hypertext markup language (HTML).  Hypertext was a new word for text that goes beyond the boundaries of a single document. Hypertext can include links to other documents (hyperlinks), text-style formatting, images, and a wide variety of other components. The basic idea is that documents can be constructed out of a variety of links and can be viewed just as if they are on the user’s computer.

This new language required a new communication protocol so that computers could interpret it, and Berners-Lee decided on the name hypertext transfer protocol (HTTP). Through HTTP, hypertext documents can be sent from computer to computer and can then be interpreted by a browser, which turns the HTML files into readable web pages. The browser that Berners-Lee created, called World Wide Web, was a combination browser-editor, allowing users to view other HTML documents and create their own.Tim Berners-Lee, “The WorldWideWeb Browser,” 2009,  http://www.w3.org/People/Berners-Lee/WorldWideWeb .

Figure 11.4

Tim Berners-Lee’s first web browser was also a web page editor.

Modern browsers, like Microsoft Internet Explorer and Mozilla Firefox, only allow for the viewing of web pages; other increasingly complicated tools are now marketed for creating web pages, although even the most complicated page can be written entirely from a program like Windows Notepad. The reason web pages can be created with the simplest tools is the adoption of certain protocols by the most common browsers. Because Internet Explorer, Firefox, Apple Safari, Google Chrome, and other browsers all interpret the same code in more or less the same way, creating web pages is as simple as learning how to speak the language of these browsers.

In 1991, the same year that Berners-Lee created his web browser, the Internet connection service Q-Link was renamed America Online, or AOL for short. This service would eventually grow to employ over 20,000 people, on the basis of making Internet access available (and, critically, simple) for anyone with a telephone line. Although the web in 1991 was not what it is today, AOL’s software allowed its users to create communities based on just about any subject, and it only required a dial-up modem—a device that connects any computer to the Internet via a telephone line—and the telephone line itself.

In addition, AOL incorporated two technologies—chat rooms and Instant Messenger—into a single program (along with a web browser). Chat rooms allowed many users to type live messages to a “room” full of people, while Instant Messenger allowed two users to communicate privately via text-based messages. The most important aspect of AOL was its encapsulation of all these once-disparate programs into a single user-friendly bundle. Although AOL was later disparaged for customer service issues like its users’ inability to deactivate their service, its role in bringing the Internet to mainstream users was instrumental.Tom Zeller, Jr., “Canceling AOL? Just Offer Your Firstborn,”  New York Times, August 29, 2005, all http://www.nytimes.com/2005/08/29/technology/29link.html .

In contrast to AOL’s proprietary services, the World Wide Web had to be viewed through a standalone web browser. The first of these browsers to make its mark was the program Mosaic, released by the National Center for Supercomputing Applications at the University of Illinois. Mosaic was offered for free and grew very quickly in popularity due to features that now seem integral to the web. Things like bookmarks, which allow users to save the location of particular pages without having to remember them, and images, now an integral part of the web, were all inventions that made the web more usable for many people.National Center for Supercomputing Appliances, “About NCSA Mosaic,” 2010,  http://www.ncsa.illinois.edu/Projects/mosaic.html .

Although the web browser Mosaic has not been updated since 1997, developers who worked on it went on to create Netscape Navigator, an extremely popular browser during the 1990s. AOL later bought the Netscape company, and the Navigator browser was discontinued in 2008, largely because Netscape Navigator had lost the market to Microsoft’s Internet Explorer web browser, which came preloaded on Microsoft’s ubiquitous Windows operating system. However, Netscape had long been converting its Navigator software into an open-source program called Mozilla Firefox, which is now the second-most-used web browser on the Internet (detailed in  Table 11.1 "Browser Market Share (as of February 2010)" ).NetMarketShare, “Browser Market Share,”  http://marketshare.hitslink.com/browser-market-share.aspx?qprid=0&qpcal=1&qptimeframe=M&qpsp=132 . Firefox represents about a quarter of the market—not bad, considering its lack of advertising and Microsoft’s natural advantage of packaging Internet Explorer with the majority of personal computers.

Table 11.1 Browser Market Share (as of February 2010)

Browser	Total Market Share
Microsoft Internet Explorer	62.12%
Firefox	24.43%
Chrome	5.22%
Safari	4.53%
Opera	2.38%

Source:  Courtesy of Net Applications.com   http://www.netapplications.com/

For Sale: The Web

As web browsers became more available as a less-moderated alternative to AOL’s proprietary service, the web became something like a free-for-all of startup companies. The web of this period, often referred to as Web 1.0, featured many specialty sites that used the Internet’s ability for global, instantaneous communication to create a new type of business. Another name for this free-for-all of the 1990s is the “dot-com boom.” During the boom, it seemed as if almost anyone could build a website and sell it for millions of dollars. However, the “dot-com crash” that occurred later that decade seemed to say otherwise. Quite a few of these Internet startup companies went bankrupt, taking their shareholders down with them. Alan Greenspan, then the chairman of the U.S. Federal Reserve, called this phenomenon “irrational exuberance,”Alan Greenspan, “The Challenge of Central Banking in a Democratic Society, ” (lecture, American Enterprise Institute for Public Policy Research, Washington, DC, December 5, 1996),  http://www.federalreserve.gov/boarddocs/speeches/1996/19961205.htm . in large part because investors did not necessarily know how to analyze these particular business plans, and companies that had never turned a profit could be sold for millions. The new business models of the Internet may have done well in the stock market, but they were not necessarily sustainable. In many ways, investors collectively failed to analyze the business prospects of these companies, and once they realized their mistakes (and the companies went bankrupt), much of the recent market growth evaporated. The invention of new technologies can bring with it the belief that old business tenets no longer apply, but this dangerous belief—the “irrational exuberance” Greenspan spoke of—is not necessarily conducive to long-term growth.

Some lucky dot-com businesses formed during the boom survived the crash and are still around today. For example, eBay, with its online auctions, turned what seemed like a dangerous practice (sending money to a stranger you met over the Internet) into a daily occurrence. A less-fortunate company,  eToys.com , got off to a promising start—its stock quadrupled on the day it went public in 1999—but then filed for  Chapter 11 "The Internet and Social Media"  bankruptcy in 2001.Cecily Barnes, “eToys files for Chapter 11,”  CNET, March 7, 2001,  http://news.cnet.com/2100-1017-253706.html .

One of these startups,  theGlobe.com , provided one of the earliest social networking services that exploded in popularity. When  theGlobe.com  went public, its stock shot from a target price of $9 to a close of $63.50 a share.Dawn Kawamoto, “ TheGlobe.com ’s IPO one for the books,”  CNET, November 13, 1998,  http://news.cnet.com/2100-1023-217913.html . The site itself was started in 1995, building its business on advertising. As skepticism about the dot-com boom grew and advertisers became increasingly skittish about the value of online ads,  theGlobe.com  ceased to be profitable and shut its doors as a social networking site. theglobe.com , “About Us,” 2009,  http://www.theglobe.com/ . Although advertising is pervasive on the Internet today, the current model—largely based on the highly targeted Google AdSense service—did not come around until much later. In the earlier dot-com years, t