• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading
Web 2.0
Web 2.0

The phrase Web 2.0 refers to so-called ‘second generation’ web-based platforms such as social networking sites and wikis. It does not refer to a change in the technical specifications of web hosting services, so is not really analogous to the update in a software application which would be designated as 2.0 (or 1.1 for a more minor update). In 2004, O'Reilly Media hosted a conference called ‘Web 2.0’ and the term has been popular, though controversial, ever since. Pundits such as Battelle have used the term, though it has been criticised by the inventor of the web, Tim Berners-Lee. In general, the term refers to greater opportunities for user interaction and the creation of self-governing communities.

Advocates of Web 2.0 would distinguish between communities ...

locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles