|
The PULL of the Internet
by Paul "the soaring" Siegel
After writing that the Internet is not a PUSH medium, but a PULL medium, I've been challenged by the following "PUSH" events:
- Pointcast brings news, as it happens, direct to your screen
- HDTV enables computer techniques to be used with TV screens
- Microsoft buys WebTV because it thinks WebTV is a "true mass
medium"
- In Internet World I read that "push can make the process of
keeping software up-to-date transparent"
- Netscape is adding PUSH technology to its software
Sure, it's true that TV and Internet are merging, and there's bound to be a battle between PUSH and PULL. But PULL is a stronger force than PUSH. After all, how do corporations produce PUSH on the Internet? They say, in effect:
"Give me your permission, and we'll:
- send you information
- keep you up-to-date on the news
- automatically upgrade your software
- put on a show for you"
What happens when you withdraw your permission?
Another reason I believe PULL will prevail is that freedom is stronger than authoritarianism. With PUSH some expert or authority decides what you should see, hear, use, or enjoy, and he PUSHES it onto you. The front cover of May's Internet World states that PUSH offers
"Less Work, More Control"
Yes, it offers less work for the USER, but more control for the VENDOR. The user gets guidance, but loses understanding. She gains convenience, but is deprived of initiative.
There's another great divide between PUSH TV and PULL Internet. TV appeals to your emotions, whereas the Internet attracts your reason. Because emotion and reason will always do battle, I believe that there will be a hybrid TV/Internet.
I believe the major areas of use - enjoyment, news, consumerism, and self-development - will be divided among TV, TV/Internet, and Internet as follows:
- ENJOYMENT - When it comes to entertainment, you can't
beat TV. You relax on your couch and passively accept a skit,
a show, a movie. No involvement. No choice. Choice is for
those who want to be more actively involved. For them the
TV/Internet may offer many games to play.
- NEWS - TV offers news. But it picks news items, for the most
part, for their entertainment value. You'd be better off going to
a TV/Internet hybrid to get news tailored to your needs and
desires. If you're doing an independent investigation, the
Internet should be your choice.
- CONSUMERISM - TV does not help the consumer. You may
find out about a product on TV, but you must go to a store to
buy it. On TV/Internet, you may be able to buy the product
directly. On the Internet, you can learn about the product and
compare it with others in order to make a much better choice;
you buy what's more likely best for you.
- SELF-DEVELOPMENT - On TV, you may watch educational
programs and take notes, but there's no involvement. On
TV/Internet, there's more opportunity for homework, for asking
questions and receiving answers, and for taking tests.
However, true learning is up to the student. On the Internet,
the student has freedom to search and investigate, to develop
a skill or expertise, or to solve problems. It offers far greater
opportunities for learning.
There is a media spectrum, with a PUSH TV at one end and a PULL Internet at the other end. TV influences people through emotion, and is best for entertainment. The Internet influences people through reason, and is best for learning. To take care of the many people who want active playing of games and better shopping, both of which require a combination of emotion and reason, a TV/Internet hybrid will probably be developed to support them.
|
|
