A two-phase ethnographic study conducted over the course of two semesters examined a project to create a web site on the Internet. Subjects were enrolled in either a "Features Writing for Business and Industry" course or an "Advanced Technical Writing" course at an open-admissions university offering a major in Professional Writing. Both classes consisted predominantly of professional writing majors with strong rhetorical training, but only one student had previous web page building experience. Data included field notes, student log books, regular interviews, copies of email communications, and copies of all handouts. Five major findings of the first phase were presented to students in the second semester and "what we've learned about web page building." Data gathering processes were identical to those of phase one. The major finding was that the students encountered a new rhetorical situation, one that their previous rhetorical training had not prepared them for. From the outset, phase one students' familiarity with World Wide Web media did not seem to penetrate any stage of the creative process. Students in phase two from the beginning had their attention called to the different rhetorical strategies needed for developing a World Wide Web site. Findings suggest that J. Kinneavy's model (involving audience, subject, and the writer's purpose) alone is no longer sufficient. Adding a fourth point, media, to the model takes into account the dramatic change in communication brought on by the World Wide Web. (Contains 11 references and a table of data.) (RS)