push media

(messaging)A model of media distribution where items ofcontent are sent to the user (viewer, listener, etc.) in asequence, and at a rate, determined by a server to which theuser has connected. This contrasts with pull media wherethe user requests each item individually. Push media usuallyentail some notion of a "channel" which the user selects andwhich delivers a particular kind of content.

Broadcast television is (for the most part) the prototypicalexample of push media: you turn on the TV set, select achannel and shows and commercials stream out until you turnthe set off.

By contrast, the World-Wide Web is (mostly) the prototypicalexample of pull media: each "page", each bit of content, comesto the user only if he requests it; put down the keyboard andthe mouse, and everything stops.

At the time of writing (April 1997), much effort is being putinto blurring the line between push media and pull media.Most of this is aimed at bringing more push media to theInternet, mainly as a way to disseminate advertising, sincetelling people about products they didn't know they wanted isvery difficult in a strict pull media model.

These emergent forms of push media are generally variations ontargeted advertising mixed in with bits of useful content."At home on your computer, the same system will run soothingscreensavers underneath regular news flashes, all whilekeeping track, in one corner, of press releases from companieswhose stocks you own. With frequent commercial messages, ofcourse." (Wired, March 1997, page 12).

Pointcast is probably the bestknown push system on the Internet at the time of writing.

As part of the eternal desire to apply a fun new words toboring old things, "push" is occasionally used to mean nothingmore than email spam.

单词	push media
释义	push media push media (messaging)A model of media distribution where items ofcontent are sent to the user (viewer, listener, etc.) in asequence, and at a rate, determined by a server to which theuser has connected. This contrasts with pull media wherethe user requests each item individually. Push media usuallyentail some notion of a "channel" which the user selects andwhich delivers a particular kind of content. Broadcast television is (for the most part) the prototypicalexample of push media: you turn on the TV set, select achannel and shows and commercials stream out until you turnthe set off. By contrast, the World-Wide Web is (mostly) the prototypicalexample of pull media: each "page", each bit of content, comesto the user only if he requests it; put down the keyboard andthe mouse, and everything stops. At the time of writing (April 1997), much effort is being putinto blurring the line between push media and pull media.Most of this is aimed at bringing more push media to theInternet, mainly as a way to disseminate advertising, sincetelling people about products they didn't know they wanted isvery difficult in a strict pull media model. These emergent forms of push media are generally variations ontargeted advertising mixed in with bits of useful content."At home on your computer, the same system will run soothingscreensavers underneath regular news flashes, all whilekeeping track, in one corner, of press releases from companieswhose stocks you own. With frequent commercial messages, ofcourse." (Wired, March 1997, page 12). Pointcast is probably the bestknown push system on the Internet at the time of writing. As part of the eternal desire to apply a fun new words toboring old things, "push" is occasionally used to mean nothingmore than email spam.
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