Chapter 3:

Digital Media
and Web Development
Lesson 1:
Digital Media
What is Digital Media

Digital media are any media that are encoded

in machine-readable formats.
Digital media can be created, viewed,
distributed, modified and preserved on digital
electronics devices.
 Examples of Digital Media
Examples of digital media includes: software,
digital images, digital video, video game, web
pages and websites and also including social
media, data and databases, digital audio, such as
MP3 and electronic books.
Digital media often contrasts with print media,
such as printed books, newspapers and
magazines, and other traditional or analog
media, such as images, movies or audio tapes.
Digital media has a significant broad and
complex impact on society and culture.
• Digital media has also posed new
challenges to copyright and intellectual
property laws, fostering an open content
movement in which content creators
voluntarily give up some or all of their legal
rights to their work.
Types of Digital Media
Social networking sites

Blogs and wikis

Mobile devices

Applications and widgets

 Social Network
• Web-based meeting place that allows users to
create a profile and connect with other users
– To get acquainted, keep in touch, or build a work
related network
• Marketers use them to:
– Promote products
– Handle questions and complaints
– Assist customers in buying decisions
 Social Network
Facebook
• Used by marketers to:
• Market products and interact with consumers
• Take advantage of free publicity
• Engage in e-commerce
• Engage in relationship marketing, making
consumers feel more connected to their products

Twitter
• Hybrid of a social networking site and a micro-
blogging site
• Used to enhance customer service, create publicity
about products, and gain a competitive advantage
 Blogs and Wikis

Blog Wiki

• Web-based journal where • Software that creates an

writers can editorialize and interface enabling users to add
interact with other Internet or edit the content of some
users types of websites
• Gives consumers control and • Used as an internal tool for
can affect the image of a teams on projects requiring lots
company of documentation
• Used by corporations to: • Provides companies with a
• Answer consumer concerns better idea of how consumers
• Defend their corporate feel about the company brand
reputations
 Mobile Devices
• Allow customers to leave their desktops and
access digital networks from anywhere
• Common mobile marketing tools
– SMS messages and multimedia messages
– Mobile advertisements
– Mobile websites
– Location-based networks
– Mobile applications: Software programs that
run on mobile devices and give users access
to certain content
Applications and Widgets
Applications Widgets
• Offer convenience and • Small bits of software on
cost savings to a website, desktop, or
consumers mobile device
• Companies use mobile • Enables users to interface
marketing to offer with the application and
additional incentives to operating system
consumers • Used to:
• Allow shoppers to • Personalize webpages
compare prices or • Alert users to company
download electronic information
discounts
• Spread product
awareness
Ethical and Legal Issues

Privacy Online fraud

Intellectual
property
 Privacy
• Misuse of personal information collected from website
visitors
– May violate user's privacy
– Hackers can steal personal information
• Scraping - Collecting personal information from social
networking sites and other forums
• Counteractive measures
– Developing regulations to limit the amount of
consumer information that can be gathered online
– Web advertisers are attempting self-regulation
 Online Fraud
• Any attempt to conduct dishonest activities online
• Avenues for fraud
– Fraudulent profiles on social networking sites
– Mobile payments
• Counteractive measures
– Some firms monitor social networks for
fraudulent accounts
– To avoid divulging personal information online
 Intellectual Property
• Copyrighted or trademarked ideas and creative
materials developed to solve problems, carry out
applications, and educate and entertain others
• Consumers’ rationalizations for piracy
– No money to pay for what they want
– Peer influence to engage in piracy and swap digital
content
– The thrill of getting away with it and the slim risk of
consequence
– Allows them to show how tech savvy they are
Lesson 2:
Web Development
 What is Web Development?
• Web development is the work involved in
developing a web site for the Internet or for the
intranet.
• Web development can range from developing a
simple single static page of plain text to complex
web-based internet applications (web apps),
electronic businesses, and social network services.
• A more comprehensive list of tasks to which web
development commonly refers, may include web
engineering, web design, web content development,
client liaison, client-side/server-side scripting, web
server and network security configuration, and e-
commerce development.
• Web development may be a collaborative
effort between departments rather than the
domain of a designated department. There
are three kinds of web developer
specialization: front-end developer, back-end
developer, and full-stack developer.
• Front-end developers responsible for
behavior and visuals that run in the user
browser, full-stack developer has the
functional knowledge and ability to take a
concept and turn it into a finish product while
back-end developers deal with the servers.
There are two broad divisions of web
development –client-side development and
server-side development.

• Client-side Development - refers to

constructing what a user sees when they load
a web application – the content, design and
how you interact with it. This is done with
three codes – HTML, CSS and JavaScript.
• Server-side Development- controls what goes
on behind the scenes of a web application. A
back-end often uses a database to generate
the front-end.
• Back-end scripts are written in many different
coding languages and frameworks, such as…
• PHP
• Ruby on Rails
• ASP.NET
• Perl
• Java
• Node.js
Social Software
 Social Software
• Social software, also known as social
apps, include communication and
interactive tools often based on the
Internet. Communication tools typically
handle the capturing, storing and
presentation of communication, usually
written but increasingly including audio
and video as well. Interactive tools
handle mediated interactions between a
pair or group of users.
Types of Social Software
1. Instant Messaging
An instant messaging application allows one to
communicate with another person over a
network in real time, in relative privacy. One
can add friends to a contact or buddy list by
entering the person's email address or
messenger ID. If the person is online, their
name will typically be listed as available for
chat. Clicking on their name will activate a
chat window with space to write to the other
person, as well as read their reply.
2. Text Chat
Internet Relay Chat (IRC) and other
online chat technologies allow users to
join and communicate with many
people at once, publicly. Users may join
a pre-existing chat room or create a new
one about any topic. Once inside, you
may type messages that everyone else
in the room can read, as well as respond
to/from others.
3. Collaborative Software
The goal of collaborative software, also
known as groupware, such as Moodle,
Landing pages, Enterprise Architecture,
and Sharepoint, is to allow subjects to
share data – such as files, photos, text,
etc. for the purpose of project work or
school work. The intent is to first form a
group and then have them collaborate.
Clay Shirky defines social software as
"software that supports group
4. Internet Forums
Originally modeled after the real-
world paradigm of electronic
bulletin boards of the world before
internet was widely available,
internet forums allow users to post a
"topic" for others to review. Other
users can view the topic and post
their own comments in a linear
fashion, one after the other.
5. Wikis and Wiki Software
In the past, web pages were
only created and edited by
web designers that had the
technological skills to do so.
Currently there are many
tools that can assist
individuals with web
content editing. Wikis allow
novices to be on the same
level as experienced web
designers because wikis
provide easy rules and
6. Blogs
• Blogs, short for web
logs, are like online
journals for a particular
person. The owner will
post a message
periodically, allowing
others to comment.
Topics often include the
owner's daily life, views
on politics or a particular
7. Social Network Services
• Is an online platform which people use to
build social networks or social
relationship with other people who share
similar personal or career interests,
activities, backgrounds or real-life
connections.
• The social network is distributed across
various computer networks. The social
networks are inherently computer
networks, linking people, organization, and
knowledge. Social networking services vary
8. Social Network Search Engines
Social network search engines are a
class of search engines that use social
networks to organize, prioritize or
filter search results. There are two
subclasses of social network search
engines: those that use explicit social
networks and those that use implicit
social networks.
9. Commercial Social Networks
Commercial social networks are designed
to support business transaction and to
build a trust between an individual and a
brand, which relies on opinion of
product, ideas to make the product
better, enabling customers to participate
with the brands in promoting
development, service delivery and a
better customer experience.
10. Social Online Storage
Social online storage applications allow
their users to collaboratively create file
archives containing files of any type. Files
can either be edited online or from a local
computer, which has access to the storage
system.
Next Topic

Chapter 4