- Concerning their human and financial resources commercial media and independent content provider are an extremely unequal pair. While the 1998 revenues of the world's leading media conglomerates (AOL Time Warner, Disney, Bertelsmann, Viacom and the News Corporation) amounted to US$ 91,144,000,000 provider of independent content usually act on a non-profit basis and to a considerable extent depend on donations and contributions.
Also the human resources they have at their disposal quite differ. Viacom for example employs 112,000 people. Alternative media conversely are mostly run by a small group of activists, most of them volunteers. Moreover the majority of the commercial media giants has a multitude of subsidiaries (Bertelsmann for instance has operations in 53 countries), while independent content provider in some cases do not even have proper office spaces. Asked about their offices number of square meters Frank Guerrero from RTMark comments "We have no square meters at all, because we are only on the web. I guess if you add up all of our servers and computers we would take up about one or two square meters."
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Although the traditional media companies first steps into the digital sphere were fairly clumsy, they have quickly learned from their mistakes and continued to enlarge their Internet presence.
During the last years many of the smaller players in the field of digital media have been driven out of competition by the huge media conglomerates. This mainly is a result of the advantages that the commercial media giants have over their less powerful counterparts:
- As engagement in online activities mostly does not lead to quick profits, investors must be able to take losses, which only powerful companies are able to.
- Traditional media outlets usually have huge stocks of digital programming, which they can easily plug into the Internet at little extra cost.
- To generate audience, the big media conglomerates constantly promote their Websites and other digital media products on their traditional media holdings.
- As possessors of the hottest "brands" commercial media companies often get premier locations from browser software makers, Internet service providers, search engines and portals.
- Having the financial resources at their disposition the big media firms are aggressive investors in start-up Internet media companies.
Commercial media companies have close and long ties to advertisers, which enables them to seize most of these revenues.
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1455
Gutenberg's printing press was an innovative aggregation of inventions known for centuries before Gutenberg: the olive oil press, oil-based ink, block-print technology, and movable types allowed the mass production of the movable type used to reproduce a page of text and enormously increased the production rate. During the Middle Ages it took monks at least a year to make a handwritten copy of a book. Gutenberg could print about 300 sheets per day. Because parchment was too costly for mass production - for the production of one copy of a medieval book often a whole flock of sheep was used - it was substituted by cheap paper made from recycled clothing of the massive number of deads caused by the Great Plague.
Within forty-five years, in 1500, ten million copies were available for a few hundred thousand literate people. Because individuals could examine a range of opinions now, the printed Bible - especially after having been translated into German by Martin Luther - and increasing literacy added to the subversion of clerical authorities. The interest in books grew with the rise of vernacular, non-Latin literary texts, beginning with Dante's Divine Comedy, the first literary text written in Italian.
Among others the improvement of the distribution and production of books as well as increased literacy made the development of print mass media possible.
Michael Giesecke (Sinnenwandel Sprachwandel Kulturwandel. Studien zur Vorgeschichte der Informationsgesellschaft, Frankfurt am Main: Suhrkamp, 1992) has shown that due to a division of labor among authors, printers and typesetters Gutenberg's invention increasingly led to a standardization of - written and unwritten - language in form of orthography, grammar and signs. To communicate one's ideas became linked to the use of a code, and reading became a kind of rite of passage, an important step towards independency in a human's life.
With the growing linkage of knowledge to reading and learning, the history of knowledge becomes the history of reading, of reading dependent on chance and circumstance.
For further details see:
Martin Warnke, Text und Technik,
Bruce Jones, Manuscripts, Books, and Maps: The Printing Press and a Changing World,
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The News Corporation Ltd., a global media holding company, which governed News Limited (Australia), News International (U.K.), and News America Holdings Inc. (U.S.) was founded by the Australian-born newspaper publisher and media entrepreneur, Rupert Murdoch. Murdoch's corporate interests center on newspaper, magazine, book, and electronic publishing; television broadcasting; and film and video production, principally in the United States, the United Kingdom, and Australia.
A server is program, not a computer, as it sometimes said, dedicated to store files, manage printers and network traffic, or process database queries.
Web sites, the nodes of the
DSL connections are high-speed data connections over copper wire telephone lines. As with cable connections, with DSL you can look up information on the Internet and make a phone call at the same time but you do not need to have a new or additional cable or line installed. One of the most prominent DSL services is ISDN (integrated services digital network, for more information click here (