Bernhard Sulzer Feb 24, 2015:

@mediaacademic You're welcome!

mediaacademic (asker) Feb 24, 2015:

Dear Bernhard you really helped me out with this. I got the hang of it thanks to you. I deeply appreciate

Bernhard Sulzer Feb 24, 2015:

Broadcast vs. Internet Broadcasts on TV don't directly "communicate" with the audience and "play" what the individual viewer wants at any point in time. The broadcast environment is separated from the viewer's environment (mostly), whereas the internet is at least experienced much more as your own online environment in which you "search around/read/view around whatever and whenever you want. It feels like you're in the driver's seat.

Bernhard Sulzer Feb 24, 2015:

Reworded and discussed Reworded sentence: Precisely because, in an everyday sense, the Internet is seen (= looked upon/regarded) as a tool, or as a vessel/conduit ‘highway’ (see the discussion below of Meyrowitz’s three metaphors of media) rather than an environment, it (= the Internet) is seen (regarded) as a medium much more (so) than broadcast is seen as a medium. Discussion: In other words, because people see the Internet more as a tool (you can look up whatever stuff you want and get information at any time - like an instant two-way communication of sorts), it is seen as a a medium much more so than broadcast (television) is because television really lacks many of the "hands-on/personalized features of the Internet (especially the search feature and the availability of content without timely restrictions). My discussion is not necessarily what your paper says - I'd need to see the context; But my reworded sentence should help you with the understanding of the original sentence.