Web

 
 
  The web is now the most powerful medium in history.  In terms of size of audience, hours spent with it and advertising revenues generated it is growing faster than any traditional form.  This is partly because of the huge breadth of what it offers and the ease and low cost of getting access.   The distinction which was once valid between web sites accessed from a computer compared to those on a mobile device is now blurred and largely irrelevant.  The web is available on a huge range of screens from a 2 inch phone to 60 inch plasma. It is ubiquitous.

            To have been so successful in just 20 years is impressive but both radio and television were equally enthusiastically adopted as they became available. What has made the web particularly potent is that has become carriage channel for most of the traditional media as being a medium in its own right. Almost every existing media brand has its own web sites but in addition it brings us web television (YouTube) web radio (Last FM), web print (blogs and newsletters), web telephony (Skype).  It is truly the uber-medium because it is the means by which digital files can be shared.  In addition the web is a medium in its own right with new services like Facebook and Wikipedia which could not have existed in a pre-internet age

Unlike its media forebears it is the users of the web, rather than the producers of content, who decide when and where to consume what. And the users are able to participate in creating content to a much greater degree than ever before. The web is making media more democratic and accessible but in so doing it has undermined the economics of traditional media providers.  The web is “work-in-progress.” Looking back at the history of other media it is clear the web is still at an adolescent stage.