4) RISE OF THE INTERNET

Internet

It is a vast, interconnected network of computers that allows global communication and the sharing of information across multiple platforms.

Uses and Gratification Theory

It explains that audiences are not passive recipients of media; instead, they actively seek media to satisfy specific needs

Harold Lasswell’s Four Function of Media

1) Enjoyment

2) Companionship

3) Interpretation

4) Surveillance

Social Media Sites

Social media are digital platforms where users create, share, and interact with content.

Search Engine

Is a digital tool that allows users to find information by indexing billions of web pages.

Funding Online Content

Social media and search engines survive primarily through advertising revenues. To attract advertisers, they must prove their platforms capture user attention effectively.

Types of Sites

1) Sites involved in image making

2) Sites selling products or services

3) Content sites selling subscriptions

4) Sites selling advertisements

Sites involved in image makin

Platforms where individuals/brands cultivate identity, e.g., Instagram influencers shaping public perception.

Sites selling products or services

E-commerce like Lazada, Shopee, Amazon.

Content sites selling subscriptions

Examples are Netflix, Disney+, or news outlets like Inquirer Plus.

Sites selling advertisements

1) Keyword advertising: Ads appear based on specific search terms (e.g., Google Ads)

2) Contextual advertising: Ads appear based on the content of a webpage (e.g., banner ads on lifestyle blogs)

Algorithm

Is a set of coded instructions that determine how data is processed, sorted, and displayed to users.

Profiling

Creating a description of a person’s interests, demographics, and habits using collected data.

Cookies

Small pieces of data stored on a user’s device to track browsing activity.

Behavioral Targeting

Delivering ads based on user actions, such as searching for “flights” then receiving travel ads.

Data Mining

Analyzing large data sets to identify patterns and predict behaviors, often used in marketing and politics.

Internet Privacy

Refers to the protection of personal data shared online. It involves the ethical and legal handling of sensitive user information.