Understanding Social Media provides a critical and timely conceptual toolbox for navigating the evolution and practices of social media. Taking an interdisciplinary and intercultural approach, this book provides a clear and concise explanation of the key concepts but also goes beyond specific brands, sites and practices to show readers how to place social media more critically within the changing media and cultural landscape.
As an aid to understanding, key concepts in each chapter are illustrated by case studies to give real-world examples of theory in action. Cutting across the many dimensions of social media, from the political, economic and visual, this book explores the industries, ideologies and cultural practices that are increasingly becoming part of global popular culture.
This book is essential reading for students of media studies and cultural studies.
Chapter 2: What Is Web 2.0?
What Is Web 2.0?
Markets are conversations (Levine et al. 2000)
Focus on the user and all else will follow (Google).
Once the internet changed the world; now the world is changing the internet. Its mainstreaming is well and truly over, and the forgettable Web 2.0 saga has run its course. Now that society has overruled their freewheeling ethic, the notion of the internet as an exceptional, unregulated sphere evaporates. The moment of decision bears upon us: which side are you on? (Lovink 2012: 1)
As Lovink's quote above suggests, the internet is coming of age. With more than a decade of use in many parts of the world, the internet is embedded in the everyday. But along with its uneven development across the globe ...