Internet - masovni medij?!
Internet kao globalni masovni medij je u neku ruku pogrešna odrednica. Prva stvar je da se radi o mediju kod kojeg nije sasvim jasno kome bi trebalo platiti za njegove usluge. Krajem devedesetih niko nije ostvario profit od medijskog sadržaja na internetu i u takvim uslovima niko nije verovao da će internet ikada preuzeti ulogu televizije ili drugih tradicionalnih komercijalnih medija. Ipak, dalja istraţivanja krajem devedesetih, ukazala su na povećanje internetske publike, pa je sva prilika da bi televizijske i druge tradicionalne medijske kuće mogle da ostvare profit od kreacije onlajn medijskog sadržaja. Dalje, ista istraživanja su pokazala da na internetu raste korišćenje elektronskih pričaonica i elektronske pošte. Većina televizija, radijskih kuća i novina imaju svoje internet prezentacije, na kojima emituju redovan dnevni, nedeljni ili meseĉni programski sadržaj sa nekim interaktivnim aplikacijama. S obzirom na to da internet omogućava brţe i jeftinije emitovanje ili pokretanje neke publikacije, tradicionalni mediji shvatili su da bi mogli da se oslone na postojeću publiku prilikom prebacivanja na globalni medij.
Druga stvar, zbog koje internet ne moţe da se okarakteriše kao pravi globalni masovni medij jeste ta da je on „oslabljen“ tržišnim snagama. Drugim rečima, svako može da pokrene onlajn prezentaciju, publikaciju, emisiju i dr. Međutim, i dalje su potrebni vreme i novac da bi se publika privukla i zadržala, odnosno da bi se konkurisalo postojećim medijima koji mnogo lakše sa postojećom publikom prelaze na internet. Njujork Tajms u jednom od svojih izdanja postavlja pitanje: „Da li jedan komercijalni veb sajt može da opstane i prosperira ukoliko nije deo neke korporacije ili makar povezan sa nekim gigantom?“
U drugoj polovini devedestih godina dvadesetog veka takozvana push tehnologija ili energiĉnije reklamiranje, dovela je do toga da se o internetu razmišlja kao o funkcionalnom komercijalnom masovnom mediju. Otud borba za kontrolom onlajn medijskog sadrţaja i kao što je bio sluĉaj sa televizijom sredinom dvadesetog veka. Onlajn medijski giganti poĉeli su da forsiraju sadrţaje koji su ranije bili dobro primljeni kod televizijske i radijske publike.
Budućnost interneta kao masovnog medija još uvek je neizvesna jer se kreće isključivo u okvirima profita, elektronske trgovine i razvoja korporativnih web in web intranet stranica. Problem kod elektronske trgovine jeste kreacija potpuno sigurnog mehanizma zaštite transkacija ĉime se vodeće softver kompanije danas najviše bave. Intranet je korporativna mreža koja svojim sluţbenicima omogućava pristup globalnoj mreţi, a u isto vreme onemogućava drugima pristup internoj korporativnoj mreţi. Novac se, prema tome, takođe nalazi u proizvodnji intranet softverskih paketa. Mnogi analitičari industrije smatraju da bi internet trebalo zameniti jednim ogromnim privatnim intranetom, koji bi kontrolisali globalni telekomunikacijski savezi. Današnje diskusije o internetu i dalje ostaju u domenu slobodnog protoka informacija i liberalizacije tržišta. U potpunosti se iz vida ispušta mogućnost da javnost odlučuje o budućnosti globalne mreže. Kada tako sagledamo stvari, javnost tek može da učestvuje u priči o internetu kao konzument ili kao kapitalista. Za sada je stvar vrlo jednostavna, budućnost interneta određuje ono što će doneti najveći profit. A osnovni cilj svih poslovnih saradnji će biti kontrola prenosa telekomunikacijskih proizvoda: glasa, slike i podataka. Svaka teorija o internetu kao mediju koji će doneti kvalitativno drugačiji i ujednačeniji tip novinarstva, medijske kulture i politike poklekao je pred snagama trţišta. Od aktivnog medija u službi javnosti, internet postaje elektronski medij u kojem kapitalisti saopštavaju potrošački orijentisane podatke. A sva priča o interaktivnosti redukovana je na transakcije i elektronsku poštu. Kako piše magazin Fortune: „Daleko smo, veoma daleko od interneta kao javne mreže angažovane za slobodu razmena ideja.“
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