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Networking the Web

2000

To enquire if there are hopes or fears in commercializing the World Wide Web of the Internet (or Web for short), this paper asks how the Web should be conceived scientifically. It then identifies the basic loop which is constraining the Web as a tool for purposes of communication. The next step is to ask what it means to communicate by the means of the Web. The Web is understood as a mass communication medium which is not a social system in itself but a "perturbator" disturbing, and attracting, the "iterations" of other social systems. The question then is in which respects the Web may be a mass communication medium that demands a completely new "coding" by social communications in order to understand what type of information and utterances the Web involves. The conclusion is that the fears of a commercialisation of the Web are not justified since there is no way to completely turn a mass communication medium into a market, and that the hopes of commercialisation may do well to beware of a type of communication which underlies a market that asks for a new type of good and features a new type of consumer as well as producer.