By Anindita Basu
The Napster website is where users can download the now infamous
music sharing application. The page, originally just a place to get
the software and see a feature on a band or artist who is just about
to make it, has transformed into a call to action. The top of the
page features a quote from a well-known artist, such as Courtney Love
or Dave Matthews, supporting Napster and online music sharing. Next,
in small print, is a place to download the software, which is presented
as an opportunity to "Join the largest, most diverse online community
of music lovers in history." The site then has a news flash with
the latest update on the court cases against Napster and contact information
for Congress to "keep file-sharing on the Internet alive."
Finally, two "discovered" bands or artists are featured-one
has album information, the other has tour information.
The website takes an activist role for Internet rights. There is
a statement from the CEO and questions and answers for users concerned
about access. The press room contains articles from various newspapers
and magazines. There are also direct links to legal documents ranging
from an appeals court ruling to Napster's Consolidated Report of Compliance.
Napster takes great pains to portray themselves as a friendly company
being overwhelmed by a lynch mob of record labels. There are many
opportunities for individuals to "speak out" and "make
their voices heard" throughout the site. Napster continues to
feature artists who are just about to make it, so shows how they are
really Davids for other Davids against the industry Goliaths. The
image associated with the "Send Congress a Message" section
shows one black figure rising above a mass of blue people, arm raised
and shouting, which gives a strong feeling of an individual trying
to stand up for himself, an original, someone with power despite the
overwhelming masses around him.
The company also introduces the top few people with bios and has
job opportunities listed. Having the bios gives the feel of a small
company, close-knit and friendly. Again, these are individuals with
names and faces and histories, not names like EMI, BMG and Sony.
Hidden in this small print of a company description and policies
is a form for users to submit copyright infringements. This helps
justify Napster's case that they do not encourage or condone sharing
of copyright music. They have a place for users to report infringements,
therefore the content is determined by the user group.
The page is well-designed to portray Napster's side of the story.
There is neutral information, such as the legal documentation, which
makes it seem like Napster is very open and giving all of the information.
The language and images around individuals fighting for their rights
against major corporations who would limit them is also quite powerful
and effective. I was glad to see that the featured music sites were
still present, although its importance has diminished in the face
of all of the controversy around Napster. The site takes this controversy
head on, however, clearly stating their position and asking that others
join their crusade.