DYNAMIC RESEARCH JOURNALS (DRJs)

Journal of Economics and Finance (DRJ-JEF)

Volume 2 ~ Issue 8 (August, 2017) pp: 01-04
ISSN (Online); 2520-7490
www.dynamicresearchjournals.org

The Internet as an Information Superhighway

Dr. Chipo Mutongi
PhD, MSc, MBA, BA, HND-LIS, Dip-Edu, Dip-LIS, Dip-P Magnt, Dip- Salaries Admn.
Zimbabwe Open University
Email: mutongic@gmail.com, Cell: +263712529824

Abstract: Change is inevitable, our societies are going through rapid technological changes which require them to
respond to or risk being overtaken by events. If one does not want to change, technology will change him/her. This
demands societies to adapt or risk being redundant, irrelevant or relegated into recycle bins. Societies that have
changed and adopted new technologies such as the internet have made significant strides and have enjoyed
numerous benefits and have has a competitive advantage over others. The societies, organisations and individuals
that have embraced the internet have protected themselves from strategic surprises.
Key words: Information Communication Technology (ICT), internet, technology, web 2.0, social media, network, e-
business, e-commerce, e-economics, information, superhighway, information superhighway, web, library 2.0, World
Wide Web, Library, education 2.0.

1. Introduction
The emergence of Information Communication Technology (ICT) has revolutionised the way we execute our
day to day business activities on an individual, organisational, national, societal and global level. Developments in
Information Communication Technologies (ICTs) have made significant impact on all spheres of human life. These
ICTs has made a great impact in research, information science, education, health and all the sphere of life. Today,
one has to run very fast in order to stay in the same position (Kotler, 2005). The Stone Age did not end because
there were no more stones, it ended because of embracing change (Mutongi, 2016). The technology brought with it
the internet which has been eluded by Guvava and Madzivo (2011) as a massive network of networks. It connects
millions of computers together globally, forming a network in which any computer can communicate with any other
computer as long as they are connected to the internet. Kotler (2005:33) observes that the internet creates new
winners and bury the laggards.

2. What is an information superhighway?

Information superhighway is an extensive electronic network (such as the internet) used for the rapid transfer of
sound and video and graphics in digital form (The Free Dictionary, 2017). It promotes the information society hence
information and knowledge economy.

Figure 1: The Information Superhighway

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 The Internet as an Information Superhighway

The information superhighway denotes that there are no road blocks and bus stops to the use of information. It
gives birth to World Wide Web, web 2.0 and library 2.0. The internet not the web is also used for email, instant
messages, news groups and file transfers. The web consists of a large portion of the internet not everything is on the
internet that is on the web for example email.. The web 2.0 is the web based interactivity, social media platforms
and library 2. 0 is the library social media platforms that can be used to share information.

3. Internet as a learning platform

The internet provides a learning platform were researchers and independent learners are exposed to the whole
range of information as espoused by Laudon and Laudon (1996) in the reiteration that availability of substantial
data all over the world to gain easy access to information resources in such key areas as business, science,
lawwith high speed. The internet can link researchers sitting at a computer screen to mountains of data or big data.
This has increased the pace with which education and lifelong learning activities take place.
The internet is dramatically changing education and training as they enable people to access information and
communicate with others across terrestrial boundaries, cultures and on a global scale (Allan, 2002). Eisenstadt and
Vincent (1998) proffer that researchers and practitioners concerned with innovative and knowledge intensive uses of
the World Wide Web can usually benefit from seeing case studies and first hand experiences in other nations. The
internet is an information source through which students get information and ideas which help them participate fully
in the societies they belong to. This information is then translated into knowledge tools. Not only has the learning
environment been made easy by the internet but has also reduced certain barriers such as distance and time factors
which have always been nagging us since time immemorial.

4. E-economics, e-commerce and e-business

The internet has let to e-economics, e-commerce and e-business. E-ecomonics is online or virtual economics.
These together with e-commerce and e business revitalize how business should be done. White (2002) avers that
e-commerce can also be defined as buying and selling of goods and services via the internet. The application of this
technology has taken us by storm as evidenced by the increase in the number of Japanese motor vehicles and other
goods and services purchased via the internet made available 24 hours a day a day, no need to visit a bank and at the
comfort of their homes. Transactions can now be done anywhere anytime without worrying much on the business
closing time. These include the payment of utility bills via the internet which include electricity, council and hotel
bills.

5. Communication and Coordination of Activities

The communication and coordination of activities across geographical locations is no longer an issue. The need
to coordinate activities in far-flung locations is becoming critical and internet has become an important instrument
for that coordination (Laudon and Laudon, 2004). The business front initiates live video conferencing for important
discussions and meetings. This reduces the red tape commonly associated with our way of doing business. As
espoused by OBrien (2004) the internet has significantly improved communication and collaboration within our
enterprise. This has resulted in decisions being made within the shortest possible means. The electronic mail has
changes the complexion of organizational and personal communication. One can reach the whole organization and
those beyond us by a single mail maintaining the same content.

6. Social networks
The coming in of social networks platforms or web 2.0 such as facebook, Netlog, Twoo, skype, LinledIn,
Twitter and whatsapp has taken the face of communication be storm. Everyone is connected one way or the other.
We can chat 24/7 time, distance and money is no longer an area of concern as one can buy bundles with a little
amount and get connected. There is also the availability of wifi at some organizations for example Chicken In.
Some of our sons, daughters and relatives are abroad and the internet has become a vehicle of communication and a
platform to update each other on developments taking place around us. On current affairs and awareness, we can
access a variety of newspapers online. The internet also provides an entertainment platform through music and video
downloads as regards social scene. You tube greatly make this possible. It has also made education so entertaining
through education 2.0 such as glogster kidblog livebinders storybird VoiceThread , wordle and wetoku.

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7. Customer buying behaviour

The customers buying behaviour has been has been revolutionized. There are now new buying patterns. The
customer can search for information that she/he want from the web. This was espoused by Laudon and Laudon
(1996) when he said that, it requires potential customers to seek out offerings by companies rather than having those
companies actively reach out to potential customer. Companies are also advertising for vacancies using their web
sites. Short listing of candidates and interviews can now be done electronically. Interviews can be conducted
through Skype. Product announcements, availability, terms and conditions of purchase new arrivals and technical
support for the products through a click of a button. It now depends upon the customer to make a decision as to what
to purchase. OBrien (2004) alludes that other primary reasons for business value include attracting new customers
with innovative products, retaining present customer with improved customer service support. It is a mandate of
every organization that it grows through customer retention and opening of clients through broadcasting our services
on the internet. Companies have not remained flat footed in this age were the customers purchasing behaviours has
been changed due to the numerous technologies available at their exposure making them more sophisticated. White
(2002) responded to this growing sophistication by saying.sophisticated web merchandises can track their
customers purchasing habits, provide online ordering, slow credit and purchase and offer a wide selection of
products, services and process. All these efforts ate directed to have a satisfied customer base. The individual need is
therefore taken care of in the society. The shift towards a paperless society has a bearing on environmental
protection of the community as less paper will be used thereby reducing land pollution.

8. Cost saving
In this day and age where society is concerned with the best use of every dollar earned, so anything that rips of
the hard earned cash will be taken with a pinch of salt if not cancelled in total. This takes into cognizance the idea
brought about by Obrien (20014) when he says that substantial cost savings can arise because application that use
internet and internet based technologies are typically less expensive to develop. Anything that helps the society save
money will be the talk of the town hence everyone else would want to be associated with it.

9. Enhance library services

The coming in of the internet ha s simplified tasks in terms of speedy, accuracy, convenience which we do on
our day to day activities. Smith (2001) reiterates that websites and digital library development toward special
population is crucial if we are to ensure widespread participation in this information society. It is interesting to note
that the library is no exception to this as it has taken on board this technology. Most aspects of the library have been
placed on the internet and has enable job enhancement. It has resulted in virtual library services and library 2.0.
10. Virtual working
Virtual working has been made possible through the internet. Debates on teleworking and virtual organisations
as well as the information society are keen to play up the growing importance of information in work processes and
products (Jackson, 1999). Ellis (2005:4) opines that knowledge workers key asset (knowledge) is easily portable,
the tyranny of the office location can, for many, now be broken. Knowledge workers can more easily become
location-independent capitalising on new technology to keep them fully connected. The emergence of virtual
working has dramatically changed the way human capital is managed. We now have to manage and lead a virtual
worker. There are now for example Virtual Librarians and Virtual Teachers and Lecturers.

11. The other side of the internet

While we appreciate the ease with which we do business, there are also negative aspects associated with the
internet that is include lies, pornographic materials, information overload and unverified information. So many
bogus educational institutions and estate agents have sprung up and so many individuals have been fleeced of their
hard earned money. Recently papers were awash with stories of human trafficking people duped through the internet
being promised foreign jobs which never materialize leaving one in sexual abuse and forced labour in a foreign land.

12. Recommendations
Due to the identified challenged, the following recommendations are given:
There is need for information literacy skills so as to curb the information explosion. People should be
taught information literacy skills so as not to waste more time on inappropriate information. This then
calls for a school and college librarian to train students at academic institutions as well as a company
librarian to train workers information literacy skills.

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 The Internet as an Information Superhighway

Information literacy skills will help people filter the unnecessary from the necessary as well as
identifying lies.
Firewall can be used to curb pornography.

13. Conclusion
The internet has resulted in the information superhighway. It changes the face of our society and habits thereby
enabling a networked society and has enabled easy of doing business. Physical boundaries have been eradicated and
time and speedy of transactions have been dramatically been reduced at a click of a button one can interact with the
world as well as get as much information that she/he needs.

References
Allan, B (2002) E-learning and Teaching in Library and Information Services. London: Facet Publishing.
Ellis, S (20050Knowledge-Bassed Working: Intelligent Operating for Knowledge Age. Oxford:Chandos Publishing.
Eisenstandt, M and Vincent, T (1998) The Knowledge Web. London: Kogan Page Limited.
Guvava, N and Madziwo E. W (2011) Introduction to Computer. Harare: Zimbabwe Open University.
Jackson, P (1999) Virtual Working: Social and Organisational dynamics. London: Routledge.
Kotler, P (2005). Marketing Management. New Delhi: Prentice Hall of India.
Laudon, K. and Laudon, J. P. (1996) Management Information Systems: Organisation and Technology. London:
Prentice Hall.
Mutongi, C (2016) The role of Total Quality Management in Raising Service Quality of Libraries and Information
Centres. International Journal of Business Invention,. Vol. 5. Issue 7 pp 55-60.
OBrien, J. A. (2004) Management Information System: Managing Information Technology in the Business
Enterprise. New Delhi: McGraw Hill.
The Free Dictionary (2017) Information Superhighway. Retrieved (03/08/2017 from
http://www.thefreedictionary.com/information+superhighway.
Smith, M (2001) Managing the Internet Controversy. New York: Neal-Schuman Netguide Seiries.
White, C. M (2002) Data Communication and Computer Networks: A Business Users Approach. Boston: Thomson.

Bio-data
Dr. Chipo Mutongi: A part time lecturer and a PhD/DPhil research thesis supervisor at the Zimbabwe Open
University (ZOU) with more than ten years lecturing experience; PhD/DPhil research
thesis supervisor/ under study (2014-2016-ZOU), Research Supervisor for all levels of
education; member of the International Board of Reviewers for the International Journal
of Doctoral Studies (IJDS); Journal Reviewer-Journal of Information and Knowledge
Management (JIKM); published over thirty eight articles in International Journals; DCIZ
board member (2016), published more than ten modules with Zimbabwe Open University
(ZOU); is in the process of authoring books on Knowledge Management and Information
Policy. An Acting Talent Development Officer in the City of Harare, worked as a Librarian
at the City of Harare with more than twelve years experience in library, information and
knowledge management; attained the highest and most prestigious degree of Doctor of
Philosophy in Information and Knowledge Management (ZOU); Master of Science in Library and Information
Science (NUST); the more professional degree of Master of Business Administration (ZOU); Media Studies Degree
(ZOU); Higher National Diploma in Library and Information Science (Harare Polytechnic); Diploma in Library
and Information Science (Bulawayo Polytechnic); Diploma in Education (UZ); Diploma in Personnel Management
(IPMZ); Diploma in Salaries Administration (Stallone Consultancy); Certificate in Desk Top Publishing (CCOSA);
Certificate in Web Designing (Peoples College); Certificate in Computer Repairs (Peoples College).

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