Evolución de los niveles de coordinación motriz a lo largo de los 4 años

When one considers the Internet as a single invention, it can possibly be seen as one of the greatest inventions of all time. The Internet started as the ARPANET during the Cold War of 1969, which was established by the US Department of Defence (DOD) in conjunction with universities and a number of military contractors in order to investigate the possibility of building a communication network that will be able to withstand a nuclear attack. The Internet has continued due to universities and contractors realising that it provided a convenient way to communicate and the Internet has since developed into a resourceful, global communication tool (Klemz 2008:1). The evolvement of the Internet has made it possible to do shopping, listen to and read the latest news, pay bills, socialise with friends and even stream movies and television shows (Wikström & Wigmo 2010:1), all with the benefit of not having to leave the comfort of one‟s house.

In the earlier years, both start-up and well-established businesses created a Web presence with the aim to attract more sales and market share, even though very few were successful. Between 2000 and 2002 over 500 Internet firms shut down in the United States alone (Strauss & Frost 2009:9-16). Regardless of these early failures, traditional brick-and-mortar retailers recognised that Internet technologies had fundamentally changed the structure of their industry as well as several other industries. Within the on-line environment, marketers want to identify which specific technologies will result in top line sales and bottom line profitability (Strauss & Frost 2009:9-16).

The Internet has been identified and comprising of properties that create opportunities beyond those possible with the telephone, television, postal mail, or other communication media. These Internet properties do not only allow for more efficient and effective marketing strategies and tactical implementation. In addition, they actually change the way in which marketing is conducted (Strauss & Frost 2009:9-16).

The primary focus of the first phase of the Web from 1990 to 1995 was HTML and the building of a site (Webber 2009:14). During that first phase early work was done for American Online (AOL) where early communities were established and marketed, which were called chat rooms. The most popular chat rooms were those established for the Boston Red Sox fans, personal finance and breast cancer survivors. In this first phase Monster.com also built its online community and during the middle of the 1990‟s General Motors‟ E-GM was launched, which was one of the first online automotive communities. Throughout this time a large number of technologies and software companies got established, which all led to the Internet evolving (Webber 2009:15).

The unique properties and strengths of Internet technologies provided a channel to move from the first to the second generation and allows marketers to create brand new products that capitalise on Web 2.0 technologies (Strauss & Frost 2009:9-16). With the introduction of the browser, the second phase of the Internet entailed more transactional activities such as pop-ups, click-troughs and searches as well as interactivity. This second phase lasted for a period of about ten years, which then

made space for the third phase of the Internet (Webber 2009:15), which is currently (2011) where we find ourselves. This third phase is known as the social Web or Web 2.0 (Webber 2009:15).

Web 2.0 may be regarded as a collection of open-source, user-controlled and interactive online applications aimed at expanding the experiences, knowledge and market power of the users as participants in the business and social processes. According to Constantinides and Fountain (2008:232), Web 2.0 applications support the development of informal users‟ networks, which facilitates the flow of ideas and knowledge by allowing for the efficient generation, distribution, sharing and editing as well as the refining of the information content (Constantinides & Fountain 2008:232- 233; Constantinides, Romero & Gómez Boria 2008:7).

Webber (2009:16) is of the opinion that the social Web can be regarded as being the most critical marketing communications tool, similar to the role that newspapers played in the 1800‟s. During the first half of the twentieth century, magazines and radio played a critical role, while the television took over that role by the second half of the twentieth century. During the 1990‟s the Internet became very significant and played a critical role in marketing (Webber 2009:16).

The most important role of marketers utilising the social Web is that they need to accumulate their customers. There are two ways through which customers can be acquired. The first method is to provide users with persuasive content on the Website as well as to create an environment that users would want to visit and secondly the business must go out and participate in the public arena (Webber 2009:16).

The social Web will in time become the primary centre of activity for everything that individuals do, whether it is planning, shopping, learning or communicating. It will become the first place that individuals will visit when looking for information, news, entertainment or diversion (Webber 2009:17) and the world‟s population is presently moving into that era at a steadily pace.

With the introduction of Web 2.0 the static nature of the Internet in its early stages has changed to become more flexible and the content increasingly user-generated. The Internet has now become a social medium due to the fact that people can interact with one another on the Internet. Web 2.0 technologies can be seen as a group of „social‟ technologies that includes wikis, blogs and social networking sites. These „social‟ technologies provide users more control over information. Web 2.0 technologies‟ focus is on user-generated content and make the Web a more collaborative, interactive and dynamic environment, which allows the users the ability to determine the organisation of information (Harvey 2010:5). Social networking sites accentuate the social nature of such technologies and are occasionally incorporated with other Web 2.0 technologies to provide a richer interactive environment. The advent of Web 2.0 technologies allow users to connect with one another and communicate effortlessly with groups of people who are sometimes geographically dispersed (Harvey 2010:5). Social software or Web 2.0 is regarded as a tool, which facilitates community-building and support online cooperation (Fuchs 2009:5).

Web 3.0, also sometimes referred to as the Semantic Web, can be regarded as an extension of the current Web in which information is given well-defined meaning. The Semantic Web has been highlighted as making it easier to access information by providing a standard definition protocol so that users can easily find information based on its type, such as a person and contact information, upcoming social events as well as local restaurant menus (Strauss & Frost 2009:916).

Fuchs (2009:6) states while Web 1.0 is a computer-based network system of human cognition, Web 2.0 can rather be seen as a computer-based networked system of human communication, while Web 3.0 is a computer-based networked system of human operation. According to Fuchs (2009:7), the three types of the Web are connected in an overall model. In Web 1.0, individuals become aware of information and Web 1.0 with the help of the data they obtain from a technologically networked information-space. Considering Web 2.0 as a system of communication, it is based on web-mediated cognition, where people interact with one another through the help of symbols that are stored, transmitted, and received by utilising computers or computer networks. Web-mediated cognition has been highlighted as enabling web-

mediated communication and vice versa. The communication process cannot take place without cognition. A new quality has emerged in Web 3.0, which is produced by communicative actions and certain cohesion is necessary amongst the users. Similarly, web-mediated communication enables web-mediate cooperation and vice versa. The cooperation process cannot take place without communication and cognition (Fuchs 2009:8).

Some people believe that Web 4.0 will soon make its appearance on the Internet and will feature rich media such as sound, video and even touch as well as broadband, which will make use of high definition. All of these features will contribute to making the Web more emotive. The emotive nature of Web 4.0 will entail both business and personal sensations. This is because the experience does not only offer users with emotions like curiosity, disgust, joy and happiness, but also with the sensation of fulfilment and satisfaction on the business side of the interaction (Webber 2009:15).

For the purpose of this study, the focus will be on Web 2.0 and Web 3.0 as these two stages of the Web encompasses the interactivity elements of the Web as well as the establishment of the ability to interact with one another.