Qualities unique to Web media

Other media communication, such as books, can only symbolically link itself to other documents through references and citations, such as footnotes. However, given the nature of a hypertext based system, web media communication allows for linking between documents and systems instantaneously. Therefore, context is defined by the relationship or association of information from various places.

Non-linear and Non-hierarchical

In the virtual space of the Internet there is no top/bottom or beginning/end. The Internet is a globally distributed collection of computer networks. Information flows in and out of these networks from multiple sources resulting in a variety of content from various places. It is in this sense that the internet can be seen as the first post-modern medium. It also means that you do not know where your visitor has entered your site. You may have created this really great front page, expecting all of your visitors to come in through there. But the truth is, they can come into any page at all. That's why on the internet, every door is the front door.

With this medium, users are consumers as well as contributors. Users can consume information from the web, but can also produce their own information or creative expressions for dissemination over the web. Once a person has gained access to the Internet and established their own web space, they can become a part of this process.

The nature of hypertext linking allows developers to connect their information together without having to create one large document. The document can be chunked into smaller, more manageable bits and then linked together with hypertext, allowing various entry points to the information. Depending on where and how information has been connected and distributed externally, users will able to reach your site from various places. (Again, every door is the front door.)

The nature of technology is constant change and flux. Systems are constantly being updated or changed. Being a part of the technology realm, web media also needs to continually incorporate and keep up with the latest technologies. Given that web media is not constrained by space or physical structure, it can and must be updated continually.

Web media can contain many forms of media, hence the term "multimedia." These forms are expressed through animation, text, graphics and imagery, audio, and video clips. Currently these forms are not necessarily dynamic elements (i.e. user's ability to contribute or alter forms), but rather hyper-representations of the information. Dynamic elements on the Web personalize information, whether you log into your bank account, or search Amazon for a book in their database.

Web developers are always challenged by competition for user attention. If your page takes too long to load, the user will leave. If the user cannot find what they are looking for relatively quickly, they will leave. Since there is such a multitude of information on the web, it makes it difficult to draw and maintain user attention. Developers must continually update, change, and find new ways to differentiate themselves - not only to pull user attention, but to keep them coming back for more.