Push media
Information formats that are delivered without the active intervention of the user are referred to as push media . Push media can only be influenced very generally by the recipient, e.g. B. by switching the receiving device on or off. Messages only run in one direction (unidirectional) from the sender to the recipient.
Typical push media are newspaper subscriptions , radio and television news or a newsletter . The name originally comes from the field of logistics (see also push-pull strategy ) and supply chain management (SCM). The counterpart to this is pull media .
In contrast, RSS services , for example, belong to the pull media because the user actively requests information via the Internet and especially the WWW . But there are also push processes on the Internet, namely where content providers send unsolicited advertising to the user. Push technology is also used in the communication world, for example in cellular telephones, and has been known there since around the beginning of 2000 as “push messages”. On the other hand, the push character of television is gradually declining in interactive television because of the return channel.
In the mid-1990s, attempts were made to introduce the push principle on the Internet in order to relieve the user of the need to make decisions and be active. Netscape introduced the so-called server push early on , in which the web server could send targeted information to the client, i.e. the surfer's web browser, without the latter having to be active. Under the catchphrase of webcasting, various push procedures were developed from spring 1997, which were supposed to enable the regular and automated delivery of personalized, i.e. preselected and prepared information on the Internet; in the context of the WWW one speaks then of channels ( channels ).
Even an announcement or newsletter email that is regularly sent to interested parties on a one-off request is a push medium, similar to a subscription to a newspaper. E-mail marketing or UCE can also be referred to as a push medium, since the user does not have to be active or cannot easily evade it.
Push has been an anti-trend since around summer 1998 ; Predictions like those of the Wired magazine , according to which push services would quickly displace web browsers, thus turned out to be wrong.
Companies active in the push area such as Marimba, Backweb and Pointcast reacted accordingly and looked for corporate customers as new clients. These should use push software in their intranets as an alternative to conventional e-mail systems ( push server ).
Blackberry uses the concept to supply the mobile devices ( clients ), e.g. B. the receipt of e-mail . Even Apple uses this technology to the service called iCloud (formerly MobileMe ). Not only e-mails, but also contacts and calendar data are transferred. If an internet connection is not possible, the data can also be encapsulated via SMS ( binary SMS ).
Push rates are messages about the course of security prices that are sent regularly, often even in real time, to a recipient of the user.
Push notifications are used on newer mobile communication devices to reach the recipient quickly. The notification comes from a program that is installed on the device and is displayed directly on the screen, even when other programs are used. The program does not have to run in the foreground for this and can also be closed.
See also
Individual evidence
- ↑ Jakob F. Dittmar, Fundamentals of Media Studies. In: Universitätsverlag der TU Berlin, 2011, ISSN 1869-005X, ISBN 978-3-7983-2360-5 . 2011, accessed July 18, 2019 .
- ↑ Push media. In: Ritchie Pettauer, pnc pettauer.net Consulting. April 11, 2017. Retrieved July 18, 2019 .