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Published on 05/26/1999 All articles from this issue

What kind of information can we expect from the Web?

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By David L. Grey

Media Watch

Remember that our world of ".com" refers to commercial and not communication. "Com" is not necessarily neutral, nor should it be.

Commercial obviously is communication, but it is designated "com" to indicate there might be special interests behind the messages - just as an "org" site might be at times for certain so-called nonprofit organizations or an "edu" for educational institutions.

Of course, too many of us lurk behind our e-mail "net"s or "aol/hotmail.com"s, but at least it's known these mean an individual messenger is coming with a clear-to-unrevealed identity, plus expected attitudes.

What's the principal reason to be concerned? Content. The two previous columns (March 24 and April 21) were mostly about news media mistakes/errors and our more personalized online, e-mail ones. The problems addressed there were more about style, image and care in execution rather than substance and searches for balanced information.

The latter are at issue here. So, loosely label this column "Messages, the Prequel" or "Web Wars"-as THE foundation in this evolving, new media-trilogy ... without, it is hoped, lapsing into finger wagging.

What about some higher profile examples, however? Try, say, Yahoo! or Lycos or any Internet service, as with most mass media that is heavily advertiser underwritten, driven.

Can we accept bias through slanting or omission as long as we are alerted? To telegraph Web and other messages as "commercial" at least warns us to consume with extra care. And the message is for producers to be careful - about rumor, unsubstantiated claims, distortions, exaggerations, flat-out lies and inaccuracies.

For instance, common on today's World Wide Web, is the interweaving of so-called objective information ("news") with paid-for promotions or hidden advertisements. From such as the Feb. 26 New York Times (itself a ".com" source) come ever-more-exposed tales of informational messages backed by unannounced dollars from the likes of travel agencies, health care companies and book publishers.

These are not the obvious flashing banner ads but are from the inner core of Web site texts which have been partly designed to lead us into possible sales pitches and exposures without really warning or admitting so.

One investigatory conclusion from the New York Times about the potential problem - using seemingly deliberate, extra-laden imagery:

"Trusting an Internet site to navigate the Web, in short, is akin to following a helpful stranger in Morocco who offers to take you to the best rug store. You may well find what you're looking for, but your guide will get a piece of whatever you spend."

So word and idea surfers beware. The new media continue by definition and our everyday experiences to require healthy skepticism across all kinds of messages with their resulting impressions, consumption and impacts, instant to deferred and subtle to blatant.

David L. Grey, Ph.D., is professor emeritus of journalism at San Jose State University where for 24 years he taught and did research on media law and ethics. He is a Mountain View resident.