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INTRODUCING MULTIMEDIA For the Web1 chapter

1. Define Multimedia

2. Understand the Benefits of Multimedia

3. Discuss Web-based Multimedia Categories

4. Discover Careers in Web-based Multimedia



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IntroductionWelcome to the wonderful world of inter-active Web-based multimedia!

Multimedia Web sites are all around you.Chances are you see or interact with one ormore Web sites almost daily. Society dependson information, and the Web is an effectiveway to present it. By providing a consistent,user-friendly interface, the Web browsermakes informationeasily accessible tothe multitudes.Adding multimedia toWeb sites makes thecontent accessible, aswell as interactive andfun. See Figure 1-1.

In this chapter, youwill be introducedto the concept ofWeb-based multi-media. You will alsolearn about themedia elementsthat comprise

today’s multimedia Web sites and howinteractivity is an integral part of a suc-cessful online multimedia Web site. Youwill learn why Web-based multimediahas become so pervasive. You will learnabout the four basic categories of multi-media Web sites. In addition, you willsee examples of multimedia Web sitesand learn about careers in the field.

INTRODUCING MULTIMEDIA For the Web

chapter1 FIGURE 1-1Multimedia-based Web sites are more interactive and more fun than static sites



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In a generic sense, multimedia is simply theuse of more than one media element. Youhave encountered multimedia if you have lis-tened to a music clip from an online musicstore, played interactive games on the Web,or purchased a product or service using aninteractive form at an e-commerce Web site.But what exactly is Web-based multimedia?For the purpose of discussion in this book,Web-based multimedia is defined as anonline, interactive experience that incorpo-rates two or more media elements includingtext, graphics, sound, animation, and video.As illustrated in Figure 1-2, a fundamentalfeature of most Web-based multimedia isinteractivity, which gives the user some controlover the content.

FIGURE 1-2Multimedia interactivity

FIGURE 1-3 Browsers enable the distribution and sharing of informationaround the world

Explain the evolution of multimedia for the WebThe Internet grew out of a project called ARPANET, which was started by the mili-tary in the 1960s. Today, the Internet is a network of networks that connects millionsof computers and people around the globe. The World Wide Web (also called theWeb), a system that permits the distribution and sharing of information around theworld, began in May 1991. Via the Internet, the World Wide Web offers the fastest-growing method for multimedia delivery.

In 1993, Mosaic, the first cross-platform, graphical-user interface Web browser(also called a browser) that fully exploited the Web’s hypermedia capability, wasreleased. Browsers provide a visual interface that interprets and displays the textand other multimedia elements, such as graphics, animation, sound, and video,included and referenced within Web pages. The development of browsers playeda key role in influencing the explosive growth of the Web by providing a meansto deliver hyperlinked content and multimedia via the Internet. See Figure 1-3.



C O N C E P T 1

What You’ll Learn

6 Introducing Multimedia for the Web Chapter 1

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DEFINEMultimedia

Multimedia is not new. As a society, peopleare very accustomed to viewing text com-bined with graphics and photographs.Movies with sound replaced silent moviesmore than fifty years ago, but even intheir day, silent movies incorporated mul-tiple media by using video and text cap-tions together. Today, we have full-lengthanimated movies for children and adults,and people can view trailers, shorts, andfull-length features on Web sites fromcompanies such as Pixar (see Figure 1-4)and Disney.

The growth of Web-based multimedia hasexploded over the past few years. There aremany reasons for this growth. Computerprocessing power and technology haveimproved making it easier and more fun towork with media elements on the computer.

People in many industries have found newand beneficial ways of using multimediaapplications, thereby creating a demandfor multimedia technology. The growth ofthe Web has spurred the growth of multi-media as more multimedia applicationsare designed for the Internet and theWorld Wide Web. Undoubtedly, thisgrowth in Web-based multimedia will con-tinue at a rapid rate as the technology con-tinues to improve and people find morereasons to use it.

At the most basic level, multimedia meansusing more than one media. It refers tothe integration of text, graphics, anima-tion, sound, and video. Today, this inte-gration is accomplished by digitizingdifferent media elements and then manip-ulating them with computer software.

In this lesson, you will learn about multi-media and interactive multimedia, andhow each of these terms is defined. Youwill understand the meaning of digitizedmedia and will be introduced to the vari-ous multimedia elements. You will also getan overview of the different types ofsearch engines.



Concept 1 Define Multimedia 7

FIGURE 1-4Web sites from companies, such as Pixar and Disney, provide opportunities to view trailers and shorts of full-length feature films

Click to access multimediashorts and trailers




Working with media elements that havebeen digitized means the media elementshave been captured in a code the computercan understand (see Figure 1-5). Peoplecan send and receive media elements acrossnetworks, developers can create and modifyelements in ways they never dreamed possi-ble, and users can interact and controlthese media elements for greater personal-ization. As a result of digitized media ele-ments, a variety of uses for multimedia hasbeen created within a multitude of indus-tries. Consequently, people are surroundedby multimedia Web sites.

Some multimedia Web sites are linear. Inother words, users start at the beginningand progress through a set sequence ofevents until they reach the end. Mostdigital slide shows and plays are examplesof linear media. The idea behind the Web,of course, is that the order of eventsshould be left to the discretion of the user.To facilitate this idea, most Web sites use anonlinear approach to navigation. Becausethere is generally no established or prede-fined order, users have more control overwhat they are interested in pursuing, aswell as at what point they enter and exit aWeb site.

FIGURE 1-5Digitized media elements have been converted to code that can be interpreted by the computer



Concept 1 Define Multimedia 9

Interactive multimedia enables the user todirectly respond to and control any or allof the media elements at the Web site.Users of interactive multimedia applica-tions become active participants instead ofpassive recipients of information. The userdetermines what content is delivered,when it is delivered, and how it is deliv-ered. Interactivity provides multimediarange and depth because it requires cre-ativity on the part of both the designer andthe user. It also frees users by giving themchoices.

The Web and multimedia on the Webhave grown far beyond anyone’s wildestexpectations. Today there are billions ofWeb sites through which people shareinformation around the world. Web pagesare documents that can contain text,graphics, photographs, animation, sound,video, software, applications, and forms fordata handling and e-commerce. Web-basedmultimedia has evolved into a billion-dollar industry, and it is still growing at anincredible rate. Because of increased band-width, improved compression, more pow-erful processors, and better software, it isbecoming easier and easier to includemultimedia on Web pages.

Using search enginesAs the number of Web pages has increased into the billions, users often find theyneed help locating the information they want. Search engines make finding informa-tion possible. There are thousands of search engines available today. Although eachsearch engine has its own little quirks and methods for dealing with keywords andperforming advanced searches, there are really just three major categories of searchengines. A spider-based search engine automatically roams the World Wide Webadding the contents of the Web sites it visits to its database. A directory-based searchengine is selective, meaning that humans choose which sites to add to the database.A pay-per-click search engine gives priority placement to sites offering top biddingfor keywords.

In order for users to find a Web site, it must usually be registered with searchengines. The process of registering a Web site is discussed later in the book.

DESIGNTIP Using forms to add interactivityUp to this point, we have been focusing primarily on delivering media to users. Yet inorder to be truly interactive, Web pages should also allow us to get information fromusers. Forms invite users to interact with a Web site. Online forms allow you toreceive immediate feedback from your users. You can use forms for surveys, orders,and guest books. If you are using a database for a transaction or any kind of searchthat will be initiated from a Web page, you will also need to set up an online form.

Interactivity is created within the form when users are given choices. In creatinginteractivity, intuitive, user-friendly stimuli are important. Methods of interactivityshould be obvious to the user. There are many ways to design interactivity into yourforms, including hyperlinks, buttons and icons, menus, keyboard commands, textboxes, check boxes, radio or option buttons, drop-down list boxes, and drag-and-dropfunctionality.



In this lesson, you will learn how multime-dia benefits the user by addressing multi-ple learning styles, conveying content,reinforcing ideas, creating rich experi-ences, giving life to flat information,enhancing user enjoyment, improvingretention, and enabling user control.

What You’ll Learn


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• Addresses multiple learning styles (visual, auditory, and kinesthetic)

• Provides an excellent way to convey content• Uses a variety of media elements to

reinforce one idea• Activates multiple senses creating rich

experiences• Gives life to flat information• Enhances user enjoyment• Improves retention• Enables users to control Web experience

FIGURE 1-6Benefits of using Web-based multimedia

C O N C E P T 2

UNDERSTAND THE BENEFITSof Multimedia

The importance of interactive multimediacan be summarized by the Chineseproverb, “Tell me and I will forget; showme and I may remember; involve me and Iwill understand.” Why? Because each per-son learns differently and each person isinspired by something different. The use ofmultimedia allows Web developers to tapinto these differences. For example, somepeople are visual learners. They learn orare inspired by reading, seeing, or visualiz-ing. Other people are auditory and learnbest by listening. And, there are kines-thetic learners who learn by doing. Manypeople learn through a combination ofthese learning styles.

Although each person has a preferredlearning style, learning experiences foreveryone are enhanced when each learn-ing style is accommodated. In fact,research shows that people remember only20 percent of what they see and 30 percentof what they hear. When they see it andhear it, they remember 50 percent. When

they see it, hear it, and interact with it,they remember 80 percent. That is a bigdifference, which certainly supports theincreased use of Web-based multimedia.Figure 1-6 summarizes some benefits ofusing Web-based multimedia.

Web sites that include multimedia enableWeb designers to create rich, multisensoryexperiences that accommodate multiplelearning styles and enhance the user’senjoyment at a site. In addition, retentionimproves when people are able to see,hear, and interact with the content.



Concept 2 Understand the Benefits of Multimedia 11

An excellent way to convey content is touse a variety of media elements to reinforceone idea. In other words, use multiplemedia to direct the user’s attention to oneconcept or idea. Figure 1-7 illustrates thisconcept as it uses a balance of text, graph-ics, photographs, and sound to conveyinformation about a particular musicalinstrument. When designing for the Web,we have to be careful not to overwhelm theuser by trying to use multiple media toconvey multiple ideas simultaneously.Finding the right balance and relationshipbetween the media elements is critical.

When multiple media are incorporated intoan application, more senses are activated.Consequently, one reason to use multi-media is to give life to flat information.Multimedia encourages users to embrace,internalize, and glean more from informa-tion because users can undertake the infor-mation from multiple directions. In otherwords, users of multimedia applicationshave an opportunity to read about informa-tion, as well as to see it, hear it, and watchit move. Today, most multimedia Websites consist primarily of elements thatinvolve the eyes and ears, but this too ischanging as research on touch and smellcontinues to be explored.

In the future, multimedia will providegreater opportunities and options to controlthe Web environment whether it is for enter-tainment, research, education, or conductingbusiness. In an effort to accommodate anincreasingly mobile society, multimedia will

continue to evolve into an extremely richand powerful information environment thatwill be easily shared across networks andexperienced on hand-held devices that aregetting smaller and more portable each day.

FIGURE 1-7All of the different elements on this screen convey information about one idea, the Aeolian wind harp



In this lesson, you will learn about the roleof multimedia Web sites in e-commerce,Web-based training and distance learning,research and reference, and entertainmentand games.

What You’ll Learn


▼C O N C E P T 3

DISCUSS WEB-BASEDMultimedia Categories

From e-commerce to distance learning toresearch to games, multimedia Web sitesoffer a variety of applications to a range ofindustries. In the past, the entertainmentindustry was the primary creator and dis-seminator of multimedia. However, thesurge of activity on the World Wide Webhas caused multimedia to become moreprevalent via the Internet. The Web hasopened the doors of multimedia produc-tion to a variety of users and has expandedthe application of multimedia outside theworld of entertainment.

Once it was considered exemplary simplyto have a presence on the Web. Today, inorder to get a visitor to return to your Website, you need more than good content.For this reason and because it is easier toinclude multimedia on a Web page, multi-media Web sites are becoming increas-ingly important. Hyperlinks allow usersaccess to resources from around the globe.Graphics and animation convey informa-tion, reinforce content, and guide the user.Audio and video clips involve additional

senses thus improving understanding andgiving depth to a flat page.

Software packages empower users to cre-ate multimedia Web sites. These softwareprograms help users create Web pageswith multimedia elements for onlinegames, interactive forms, electronic maga-zines, reference materials, entertainment,and more. As bandwidth issues pose less ofa concern, the use of multimedia on theWeb will continue to grow.

E-commerceThe Web has caused a revolution inthe way most companies do business (seeFigure 1-8). E-commerce is one categoryin which Web-based multimedia plays acritical role. E-commerce involves usingthe Web to serve clients and customersand is one way to provide solutions forcompanies, small or large, that wish to sellproducts or services online. E-commerceis about setting up your business on theWeb, giving potential customers access toyour Web site, and allowing them to peruse



Concept 3 Discuss Web-based Multimedia Categories 13

a virtual catalog of your products or serv-ices online. When customers decide to buysomething, they simply add it to their vir-tual shopping cart. Items can be added toor deleted from the virtual shopping cartuntil the customer is ready to check out. Atthe point of checkout, the customer’s totalis calculated and the information issecurely transmitted.

Companies have moved to e-commerce fora number of reasons. By using the Web tosell and market their products, they cansignificantly expand their customer base,reaching a larger number of customersfrom all over the world. Businesses are alsoable to stay open 24 hours a day, 7 days aweek without the burden of maintaining atraditional business operation. By expand-ing their market and making use of tech-nology to sell products and services, manycompanies have been able to increase salessignificantly. In addition, if they are able toreduce overhead or operate without a tradi-tional storefront they can cut costs, therebyincreasing profits. If e-commerce is usedeffectively, companies can improve the effi-ciency of order processing, reduce inven-tory and warehousing expenses, and lowerthe actual dollar cost of sales transactions,all of which result in higher profit margins.

The use of multimedia elements is helpingcompanies sell their products and servicesonline because multimedia elements aremuch more likely to grab attention than

text alone. Multimedia elements are usedextensively in advertising and marketing.Web designers employ multimedia-authoringsoftware to create unique, attention-gettingadvertisements with animated text andgraphics. Animated logos and bannersadvertising products, services, and linksto other sites are everywhere on the Web. E-commerce Web sites rely heavily on mul-timedia elements, such as a site search fea-ture that visitors use to find products theywant and online forms that visitors use tosubmit their orders.

QUICKTIP

Data handling and security are also importantaspects of e-commerce.

Two types of companies do business on theInternet: those companies that augment atraditional business with an online storefront,and those companies that use the Internetexclusively to reach potential customers. Thissecond type of company is one that existssolely on the Internet and does not have a tra-ditional storefront from which to conductbusiness in a more traditional fashion.

FIGURE 1-8The ability to buy products and services online has changed the way consumers shop



Because the way companies do business haschanged, so too has the way consumers shopand buy. Record numbers of businesses areusing the Web to market their goods andservices online. Electronic catalogs andmalls offer users variations to traditionalshopping experiences. From name brands toobscure specialty shops and legal services,there really is something for everyone to buyor sell online. As seen previously in Figure 1-8, Amazon.com’s Web site makes it easy tobuy books and other products via the Web.

E-commerce is all about using technology tostreamline business, increase efficiency, andimprove sales. It is about lowering costs andestablishing closer, more responsive relation-ships with customers, suppliers, and partners.

Web-based Training andDistance LearningA second category Web-based multimedia isaffecting is education, especially in the areasof Web-based training and distancelearning. The Web offers many options fordelivering and receiving education over adistance. Faced with training and retrainingmillions of workers, businesses around theglobe are using Web-based training pro-grams to prepare workers effectively andefficiently. Web-based training is training orinstruction delivered over the Internetusing a Web browser. The advantages ofonline distance learning include freedom oflocation, open entry/open exit, self-pacedinstruction, immediate feedback, assess-ment, simulated experiences, and variedlearning environments.

The rise of digital media has also transformedhigher education. Academic institutions areusing Web-based distance learning coursewarecreated by curriculum designers and techni-cians, and computer-based evaluation and self-assessment to educate and test students.Distance learning has enabled students to takecourses, as well as complete certificates anddegrees, online. Educational institutions alsofind Web-based exams useful in ensuring that

students have achieved a certain level of mas-tery before they advance to the next level (seeFigure 1-9). Research on distance learningstrongly suggests that it is an effective meansfor delivering instruction. Through online dis-tance learning, professors become facilitatorsand coaches. Learners interact globallythrough the Web, which provides an extensivemultimedia communications network.


FIGURE 1-9Online exams provide students with the opportunity to test their knowledge




Research and ReferenceA third category in which Web-based multi-media is expanding is in the area of researchand reference. Today, newsletters, newspa-pers, magazines, books, encyclopedias, andother reference materials are being offeredonline via the Web. In many cases, they rep-resent “electronic” versions of existingresearch and reference materials. The chal-lenge to the developer is to make it easy forthe user to find the desired information, aswell as to use other multimedia elementssuch as sound, video, and animation toenhance the user experience effectively.Research Web sites and reference Web sites,such as Discovery.com and Nasa.gov (seeFigure 1-10), offer full multimedia featuresincluding full-text search engines, graphics,audio, and video.

QUICKTIP

Web designers and developers rely on content spe-cialists to ensure that the information on a Web siteis accurate. However, there is no guarantee that allof the information on the Web is accurate or reli-able. Be sure to verify information you read.

FIGURE 1-10The NASA Web site offers children and adults a wealth of information




FIGURE 1-11Virtual counselors are often less intimidating and more accessible than a real person is

An increasing number of self-help andhow-to guides are also being offered asinteractive multimedia applications on theWeb. Access to online counselors (seeFigure 1-11) and psychologists, both realand simulated, are quite popular, as areguides to help you build a deck, repair acar, and plant a perennial garden.

Some advantages to offering referencematerials in a Web-based multimediaformat follow:

■ Cross-referencing. Multimediaresearch and reference materials pro-vide links that give the user immediateaccess to related information.

■ Expanded search capabilities. Accessto search engines enables users tolocate specific topics of interest.

QUICKTIP

To hone in on a specific topic or reference requireswisdom, effort, creativity, and diligence. The abilityto restrict and expand a search using appropriatekeywords as well as advanced search techniquesand Boolean operators is of paramount importanceto today’s information seeker.

■ Multisensory experiences. By providinginformation through the use of graphics,sound, animation, and video, the researchor reference material comes to life and isoften more enjoyable and more memo-rable than text alone.




Entertainment and GamesA fourth category in which Web-basedmultimedia is making a significant impactis in Web game and entertainment sites. Infact, when people think of Web-based mul-timedia, these sites are the first to come tomind because they are examples of some ofthe most popular and most varied interac-tive multimedia sites available. Game sitesoften offer multilevel, multiplayer enter-tainment that simulates real or imaginaryworlds in which characters are controlled,obstacles are encountered, and goals areachieved. From solitaire and dartboards tosites that involve more interactivity, enter-tainment and game Web sites are burstingwith multimedia (see Figure 1-12).

Although the primary purpose of mostgames is entertainment, many Web sitesare designed to educate as well as enter-tain. Again, examples abound and there issomething for everyone. At Crayola.com(see Figure 1-13) kids can, among otherthings, mix colors and test their color IQ.

FIGURE 1-12Puzzles, cards, trivia, action — you can find many different types of games on the Web

FIGURE 1-13Web sites are often educational as well as entertaining



In this lesson, you will learn about the var-ied careers in Web-based multimedia andhow to prepare for these careers throughthe development of a professional portfolio.

What You’ll Learn


▼C O N C E P T 4

DISCOVER CAREERS IN Web-Based Multimedia

As more industries are discovering thevalue of and creative uses for the Web,consumers are demanding a wider varietyof interactive Web-based multimediaproducts and services. To respond to thisdemand, industries must employ peoplewho can help them deliver the Web pres-ence consumers want. Opportunities forindividuals with Web-based multimediaskills are varied.

Preparing for a career in Web-based mul-timedia is a bit like trying to hit a movingbull’s-eye. Because the technologychanges so rapidly, Web professionalsmust thrive on change and chaos, lovelearning, take initiative, and engageactively in self-education. Because Webdesign and development can be time-consuming, successful Web designers anddevelopers not only must be good at whatthey do but must also love what they do,or they will quickly tire of it.

QUICKTIP

If you are interested in a career in Web-basedmultimedia, be prepared to be a lifelong learner.Keeping up with the latest technologies by reading,experimenting, and teaching yourself is of para-mount importance. Consider doing this throughconferences or seminars, which can be expensive,or through free resources such as the Web.

In the past, Web professionals were self-taught and entered the wonderful world ofthe Web from various backgrounds. Today,many colleges and universities offerclasses, certificates, and degrees in Webdesign and development (see Figure 1-14).

When looking for a job, your most impor-tant asset may be your electronic portfolio(also called an ePortfolio). A compellingportfolio of sample work and projects toshare with potential clients and employerswill provide depth to your interviews (seeFigure 1-15). A Web search using the



Concept 4 Discover Careers in Web-based Multimedia 19

keyword “portfolio” should provide links tosample portfolios to analyze and review.

As you plan and prepare your portfolio,think about the type of work that you wouldlike to do. If your goal is to write code for aliving, then develop a portfolio with anemphasis on Web page development. If yourgoal is to design original artwork, thenensure that your portfolio emphasizes yourabilities as a graphic artist.

QUICKTIP

It is helpful to include a list of clients in your portfo-lio. Testimonials or references lend credibility toyour work and prove that you can work with clientsto complete a project. Even if the jobs that you havecompleted thus far are the result of an unpaid intern-ship, they should still be listed.

In addition to developing a compellingportfolio of your work, be prepared to proveyourself on the spot. Many employers areasking prospective employees to prove thatthey have the requisite skills to complete ajob. During the interview process, do notbe surprised if you are asked to take a test.Depending on the type of position you areseeking, you may be asked to optimizeimages, create an intriguing animation, ordesign a Web site.

FIGURE 1-14Most colleges and universities now offer classes, certificates, and degrees in Web design and development

FIGURE 1-15A compelling portfolio that showcases your talents will be paramount in launching your career in Web design




QUICKTIP

Plagiarism is the act of using someone else’s ideasas your own without crediting the proper source.Résumé padding is the act of stretching the truth onyour résumé, such as padding your accomplish-ments or education. When developing your portfolioor résumé, always be truthful.

A few years after the inception of the Web,there were Web masters who did everything.They designed, developed, and maintainedthe entire site. Today, very few people areable to do it all alone. Some people workindependently and contract with small com-panies to develop simple Web sites. However,beyond simple Web sites, even people whoare independent contractors generally endup developing specialty areas and contract-ing or subcontracting portions of a job.Regardless of the industry, creating a multi-media Web site is usually a team effort (see Figure 1-16).

QUICKTIP

Keep in mind that a project team will rarely includesomeone for every potential position. At times, thesame person will fill several positions within a proj-ect. For example, the audio specialist may also beresponsible for the video on a project.

FIGURE 1-16Today’s Web sites are generally created by teams of specialists

Determining if you are the right candidate for a jobMost potential employers include a laundry list of skills in their job announcements.Even if you do not have every skill in the list, consider applying. Obviously, you willneed to have most of the skills listed if you want to be considered, but if you are miss-ing one or two, don’t hesitate to give it a go. Of course, you should always be honestabout your existing skill level, but if you are willing to learn and have most of what acompany is seeking, you may be hired. In addition to technical skills, do not under-estimate the value of soft skills including excellent communication and interpersonalskills, a strong work ethic, and the ability to work with clients and as part of a team.These skills are always highly sought after and valued.



As is true in most new industries, the jobtitles encountered in the Web world arevaried and constantly changing. There areposition announcements for Web master,Web designer, and Web developer. Withinspecialty areas there are listings for graphicartists, graphic specialists, graphic design-ers, animation specialists, animationdesigners, and directors of animation.

Position titles and job duties vary dependingon the industry and even within the sameindustry. Some of the more common teammember categories and their correspondingduties are listed in Figure 1-17 (Note:Careers have been grouped into broad cate-gories and general skills associated withthose categories listed). Not all jobs in a cat-egory will require all the skills listed and notall skills required are listed, but the infor-mation presented in Figure 1-17 provides abroad overview of Web-based multimediacareers.

■ Management-related positions. Executive Producer: The primary roleof the executive producer (also calledproducer) is to move a project into andthrough production. This person willwork with clients and is particularlyactive in the development and deliverystages of the application. This person isthe team leader.Project Manager: The project manager(also called production manager) isresponsible for forming a project,

moving it into production, and over-seeing its creation. This involves work-ing with clients, developing originalconcepts, preparing budgets andschedules, hiring personnel andassembling project teams, assemblingresources and equipment, managingconceptual design, and managing pro-duction. This person will have a closerday-to-day working relationship withthe project team than the executiveproducer/producer will have.


Management skills, high-level communication skills, the ability to see the big picture,understanding of Web-based multimedia tools, knowledge of copyright and other laws,negotiation skills, and human resource skills

Skills in markup, scripting and programming languages, as well as Web-based multimediaauthoring programs; excellent graphic and typography skills; artistic talent and a good understandingof design; good communication skills; and expertise with Web-based multimedia programs andcreation tools

Good graphic editing skills; a talent for layout and design; expertise in working with variousdrawing and paint programs; and a basic knowledge of Web authoring tools

Management-relatedpositions

Production-relatedpositions

Art-relatedpositions

Content-relatedpositions

Support-relatedpositions

Excellent writing, editing, and planning skills; research skills; and attention to detail

Category Sample of skills these jobs require

Communication skills; attention to detail; and excellent human relations skills

FIGURE 1-17Categories for careers in Web-based multimedia and their associated skills




■ Production-related positions.Audio specialist: The audio specialistworks with musical scores, soundeffects, voice-overs, vocals, and transi-tional sounds, and is responsible forrecording, editing, and selecting voices,sounds, and music. The audio specialistshould have an in-depth knowledge ofdigital sound, skills in sound editing,and knowledge of streaming technolo-gies and multimedia authoring tools.Computer programmer: The program-mer creates the underlying code thatmakes the Web site interactive andresponsive to the user’s actions.Programmers help craft and implementthe project by writing lines of code thatdefine the structure, interactions, andtechnical implications of certain deci-sions. Computer programmers are thefoundation of the project because theyhelp the Web team realize its collectivevision. Video specialist: The video specialistmanages the process of capturing andediting original video. Today’s Web-basedvideo specialists need in-depth skills indigital video and video production aswell as an extensive knowledge ofstreaming technologies. Web designer: The Web designer devel-ops or refines a design process andefficiently creates a cohesive and well-planned Web site from the front-end.The Web designer is both an artist and

a technician and needs a talent and eyefor creating an effective color schemeand layout. The Web designer mustensure that all of the multimedia ele-ments on the Web site are high qualityand consistent with the purpose andgoals of the overall theme of the site. Web developer: The Web developerensures that the communication betweenthe front-end of the Web site and theback-end of the Web site is working. It isthe responsibility of the Web developer tomake sure that data input from users isproperly verified and transmitted.Web master: The Web master is respon-sible for making sure the Web page istechnically correct and functional onthe Web server and that the Web serverremains accessible to the user.

■ Art-related positions.Animation specialist: The animationspecialist creates two-dimensional andthree-dimensional animation by taking asequence of static images and displayingthem in rapid succession on the com-puter screen. This creates the illusion ofmotion. The animation specialist musthave graphic design skills and skills inthe newest animation programs.Art director: The art director’s responsi-bility is to coordinate the creation of theartwork for the project. Traditionally, artdirectors have primarily worked withvisual and graphic artwork. However,

with interactive media, the art directormay also be responsible for sound, ani-mation, and video. Graphic artist/designer: The graphicartist is responsible for creating anddesigning all of the graphic images fora project. This includes buttons, bars,backgrounds, type, illustrations, 3-Dobjects, logos, and photographs. Thegraphic designer works closely with theinterface designer and the Web designerto create a unified and cohesive look forthe Web site. Interface designer: The interface designeris responsible for the look of the Web site’sinterface and navigation method.Interface designers create and designicons, buttons, and the other onscreenelements that are used to navigate thesite. In addition, this person is responsiblefor what users hear, touch, and feel.Interface designers need to understandboth the human cognitive process andhow to develop intuitive human inter-faces. Consequently, these people will gen-erally have a background in psychologywith an emphasis on human factors.Photographer: The photographershoots and captures appropriate, com-pelling, and high-quality photos to beused on the Web site. Videographer: The videographer shootsand captures appropriate, compelling,and high-quality video footage to beused on the Web site.



■ Content-related positions.Content specialist: The content spe-cialist is responsible for providingauthenticity and accuracy to the infor-mation on a Web site. Clients oftenserve as content specialists, particu-larly when a Web site is being createdfor an e-commerce business.Instructional specialist: The instruc-tional specialist is an expert in design-ing instructional projects. Thisperson’s responsibilities include defin-ing learning objectives and outcomes,as well as establishing the delivery andflow of a project around the best educa-tional strategies. Instructional special-ists should have a background ineducational theory and curriculumdevelopment as well as knowledge ofthe basic principles of multimediaauthoring. Most Web-based distancelearning packages were designed withthe aid of one or more instructionalspecialists (see Figure 1-18).Writers/editors: Depending on the pur-pose of the Web site there may be tech-nical writers, scriptwriters, creativewriters, or journalists involved in theproject. Because most Web sites areinteractive and nonlinear, Web writersmust learn to bridge the gap betweenjournalistic reporting and traditionalwriting. Editors work closely with theWeb writers to ensure that the text isgrammatically correct and that thecontent flows in a logical fashion.

■ Support-related positions.Production positions: An entry-levelproduction position may involve taskssuch as scanning and cleaning up pho-tographs or optimizing images for theWeb. Entry-level production positionsprovide an excellent learning environ-ment and an opportunity to learn thereal-world aspects of the job. In addi-tion, these positions give the company an opportunity to evaluate the workhabits and skills of potential employees.

Quality-assurance: A tester is responsi-ble for testing the Web site on multipleplatforms using different versions ofdifferent browsers. Testers also evalu-ate the design of the site and the intu-itiveness of the user interface.Sales/marketing: Sales and marketingpeople are involved in providing inputand feedback on the site. Once the Website is completed, customer supportpersonnel respond to users who havequestions and problems.


FIGURE 1-18Instructional specialists assist in the development of distance learning Web sites




S U M M A R Y

Our society depends on information, and the Web has become themost efficient and effective way for users to get it. Adding multi-media to the Web has enabled users to become active participantswho can shop, conduct business, research, or simply play a game.Web-based multimedia is all around you. A fundamental featureof Web-based multimedia is interactivity.

The Web has grown far beyond anyone’s wildest expectations andtoday there are billions of Web sites. Because of increased band-width, improved compression, more powerful processors, and bet-ter software, it is also becoming easier to include multimedia onWeb pages. Multimedia means using more than one media. Today,it implies using the computer to digitize and integrate text,graphics, animation, sound, and video. Multimedia can be linear,but it is more often nonlinear. Interactive multimedia enablesusers to directly respond to and control these digitized media ele-ments making them active participants in the Web site.

Web sites that include multimedia enable Web designers to createrich, multisensory experiences that accommodate multiple learn-ing styles and enhance the user’s enjoyment at a site. In addition,retention improves when people are able to see, hear, and interactwith the content.

Multimedia Web sites are as varied as the users they target andare developed for e-commerce, Web-based training and distancelearning, research and reference, as well as entertainment andgames. As improvements in technology and bandwidth continue,the use of multimedia on the Web will also grow.

Opportunities for individuals with Web-based multimedia skillsare diverse. Position titles and job duties vary depending on theindustry and even within the same industry. Regardless of theindustry, creating a multimedia Web site is usually a team effort.Careers in multimedia include the following: executive producer,project manager, audio specialist, computer programmer, videospecialist, Web designer, Web developer, Web master, animationspecialist, art director, graphic artist/designer, interfacedesigner, photographer, videographer, content specialist,instructional specialist, writer/editor, production, quality-assurance, and sales/marketing.

Preparing for a career in Web-based multimedia is a bit like tryingto hit a moving bull’s-eye. The successful candidate must be a life-long learner because Web technologies and tools are constantlychanging. In the past, most Web professionals were self-taught andentered the world of the Web from various backgrounds. Today,many colleges and universities offer classes, certificates, anddegrees in Web design and development. When looking for a job,your most important asset will likely be your electronic portfolio.

In addition to developing a compelling portfolio of your work, youmay be asked to complete a hands-on test during the interviewprocess. Be prepared to prove that you have the requisite skills tocomplete a job. Do not underestimate the value of soft skillsincluding excellent communication and interpersonal skills, astrong work ethic, and the ability to work with clients and as partof a team. These skills are highly valued by all employers.



animation specialistARPANETart directoraudio specialistcomputer programmercontent specialistcustomer support personneldigitizeddirectory-based search enginedistance learninge-commerceeditorelectronic portfolioePortfolioexecutive producergraphic artistgraphic designerhypermediainstructional specialistinteractive multimediainteractivityinterface designerInternetlinearMosaic

multimedianonlinearpay-per-clickphotographerportfolioproducerproduction managerproduction positionproject managerquality-assurancesales/marketingspider-based search enginetestervideo specialistvideographerWeb Web-based multimediaWeb-based trainingWeb browserWeb designerWeb developerWeb masterWorld Wide Webwriter

Chapter 1 Introducing Multimedia for the Web 25

K E Y T E R M S




M A T C H I N G Q U E S T I O N S / D I S C U S S I O N Q U E S T I O N S

Match each term with the sentence that best describes it.

a. ARPANET b. directory-based c. distance learningd. e-commerce e. interactivity f. interface designerg. Mosaic h. multimedia i. nonlinearj. pay-per-click k. portfolio l. project managerm. spider-based n. tester o. Web developer

_____ 1. Search engines that give priority placement to those offering topbidding for keywords.

_____ 2. This browser was the first cross-platform, graphical-user interfaceWeb browser that fully exploited the Web’s hypermedia capability.

_____ 3. Search engines that automatically roam the World Wide Webadding the contents of the Web sites they visit to their database.

_____ 4. Most Web sites use this navigation approach, in which there isno established or predefined order for viewing the contents of aWeb site.

_____ 5. Search engines that are selective, meaning that humans choosewhich sites to add to the database.

_____ 6. This person evaluates the design of the site and the intuitiveness ofthe user interface.

_____ 7. This term describes working with more than one type of digitizedmedia element.

_____ 8. This person generally has a psychology background and is respon-sible for designing the onscreen elements with which the user willinteract.

_____ 9. This feature gives the user control over the content._____ 10. Term used to describe solutions for companies, small or large,

that wish to sell products or services through the Internet._____ 11. This person is responsible for forming a project, moving it into

production, and overseeing its creation._____ 12. This is a collection of sample work and projects that can be

shared with potential customers and employers._____ 13. This person ensures that data input from users is properly verified

and transmitted._____ 14. The Internet was a result of this project._____ 15. This multimedia application allows students to take courses

online.

Answer each question either in writing or in a class discussion asdirected by your instructor.

1. How does multimedia aid learning?2. What are four Web-based multimedia categories? How do these

categories aid users?3. In what ways do spider-based search engines, directory-based search

engines, and pay-per-click search engines differ? 4. How do Web developers, Web designers, and Web masters differ?5. What are some practical applications of a portfolio? What should be

included in a portfolio?



You have been hired recently by WebsByCT. Your first project willbe to design a Web site for The Inn at Birch Bay. Your first task isto review resort Web sites to understand how they are designed.You begin your research for this project by studying the Web siteshown in Figure 1-19 and completing the following questions.For each question indicate how you determined your answer.

1. Connect to the Internet, go to www.course.com, navigate to the page forthis book, click the Student Online Companion link, then click the link forthis chapter.

2. Open a document in a word processor, save the file as Ch1dp1, thenanswer the following questions: a. Whose Web site is this?b. What is the purpose of the site?c. Who is the target audience?d. What multimedia elements are used in this site?e. How are the multimedia elements used to enhance this site?f. Do you think that the use of multimedia is effective? Why or

why not?g. What suggestions would you make to further enhance the site using

multimedia and why?


D E S I G N P R O J E C T

FIGURE 1-19Sample Web site with multimedia elements



P R O J E C T B U I L D E R 1


You are an intern with a company that develops multimedia-richWeb sites for clients. At your intern training you were told thatthere are numerous companies in the business of developing Websites for others, and that many of these companies use multi-media in their own Web site to promote themselves, as shown inFigure 1-20. You have been asked to conduct the followingresearch and to write a report of your findings.

1. Use your favorite search engine to locate three of these companies. 2. Open a document in a word processor, save the file as Ch1pb1, then fill

in the following information for each company:a. Company nameb. Contact information (address, phone, and

so on)c. Web site URLd. Company missione. Services providedf. Sample list of clientsg. Describe three multimedia elements the

company has used in its site. Were theseelements effective? Why, or why not?

h. Describe three applications of multimediathe company included in its portfolios (orshowcases or samples). Were these effec-tive? Why, or why not?

i. Would you work for this company? Why, orwhy not?

3. Compare your three analyses. Of the three com-panies you reviewed, name the company youwould recommend to develop a multimedia-richWeb site and explain why.

One Step Beyond4. Create a table using a word processing program. Use the column heads:

Multimedia element, Description, Advantages, Disadvantages.5. List the multimedia elements you identified on the three sites you

reviewed. Provide a brief description of each element. Then list theadvantages and disadvantages of using each element in a Web site.

Two Steps Beyond6. Continue to review Web sites and their use of multimedia elements. Add

new elements you find to the table you created in step 4. Include theURL for a site containing a new multimedia element so you can easilyrevisit the site.

FIGURE 1-20Sample Web site of a company that develops multimedia



P R O J E C T B U I L D E R 2


You have strengths in many areas, and so at this time, you arestill undecided about which multimedia career path to follow. Youdecide to use an online job-search Web site to help you researchcareer opportunities in multimedia, including job requirements.You know that a portfolio will be a critical part of your job appli-cation, so you also decide to investigate portfolios.

1. Review the job titles listed in this chapter. Select one that you would liketo find out more about as a career possibility.

2. Complete an online job search for jobs with the title you selected using aWeb placement service such Monster.com, as shown in Figure 1-21. Thisparticular site allows you to specify an area of interest such as graphicartist; a company, if desired; a location, and an industry category.

3. Open a document in a word processor, save the file as Ch1pb2, thenanswer the following questions:a. What information did you provide in order to conduct your search?b. List three jobs listed in your search results and specify why each

one interests you.c. Describe each job including the job description, title, company,

salary, and other useful information. d. What are the requirements? (technical skills, soft skills, education,

and so on)4. Conduct an online search for sample portfolios. Choose one that you

could use as a template when creating your portfolio, which you mightwant to include with job applications. a. Describe why the portfolio you selected would be a good template. b. Take two or more screen shots of the portfolio site and include them as

part of this report, or include the Web address of the site in this report.

One Step Beyond5. Identify one job in multimedia from the three you identified in step 3 that

interests you. Write a description of that career. List skills and educationrequired to secure that job. Conduct additional research to provide acomprehensive list of skills.

6. Write a concluding paragraph explaining how your talents are suited forthat job. Provide concrete examples.

Two Steps Beyond7. Begin designing your own portfolio. Based on your research in step 4,

identify what you would include in your personal portfolio. 8. Identify items in the list that you have already completed and items that

you will be working on as you pursue your career in multimedia.

FIGURE 1-21Sample job-search Web site



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