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Michael Stevenson

In: The SAGE Handbook of Social Media

Chapter 4: From Hypertext to Hype and Back Again: Exploring the Roots of Social Media in Early Web Culture1

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From Hypertext to Hype and Back Again: Exploring the Roots of Social Media in Early Web Culture1
From hypertext to hype and back again: Exploring the roots of social media in early web culture
Michael Stevenson
Introduction

Social media emerged in the early 2000s with the launch of sites like Facebook, YouTube and Wikipedia. According to computer industry commentator Tim O'Reilly (2005), such platforms were part of a larger paradigm shift called ‘Web 2.0.’ They signaled a move away from a web of static pages and towards a more dynamic, open and participatory media environment (ibid.; Kelly, 2005). As many scholars have pointed out, and as O'Reilly himself notes, the rise of Web 2.0 was more evolution than radical change. Many of the features and forms we ...

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