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  • 1. Web 2.0 - fremtidens web? Christian Winther Bech, IMV www.cutup.dk
  • 2. Rækken: 1.Weblogs som virksomhedskommunikation. Arlas monopol- og Muhammedkrise 2.Viral markedsføring. Videoer i omløb. 3.Når Folketinget flytter til Facebook. Politikeres brug af sociale tjenester i nationalt og internationalt perspektiv 4.Pirater eller frihedskæmpere, tyveri eller delekultur? Musik- og filmindustriens problem med at kontrollere distributionen og kulturen.
  • 3. Hvad er web 2.0?
  • 4. 4
  • 5. Internettets historie 1945: Vannevar Bush beskriver Memexen i ”As We May Think” 5
  • 6. Oulipo Kun en maskine kan forstå en sonet skrevet af en anden maskine Alan Turing http://www.smullyan.org/smulloni/queneau/
  • 7. Internettets historie 1957 ARPA Advanced Research Projects Agency Sputnik-misundelse 1969 ARPANET Fire ”nodes” i USA 1971 E-mail 1973 ARPANET globalt 7
  • 8. Internettets historie 1990 www defineres af Tim Berners-Lee på CERN http og html http://www.w3.org/MarkUp/ tims_editor 1993 Mosaic 9
  • 9. web 2.0 konference - 2004 overlevelsesparameter efter dot.com-crashet i 2001 O'Reilly: What Is Web 2.0: http://www.oreillynet.com/pub/a/oreilly/tim/ news/2005/09/30/what-is-web-20.html http://en.wikipedia.org/wiki/Web_2.0
  • 10. O’Reilly: What Is Web 2.0 ‣ Services, not packaged software, with cost-effective scalability ‣ Leveraging the long tail through customer self service ‣ Harnessing collective intellegence ‣ Trusting users as co-developers ‣ Control over unique, hard-to-recreate data sources that get richer as more people use them ‣ Software above the level of a single device ‣ Lightweight user interfaces, development models, AND business models The “2.0-ness” is not something new, but rather a fuller realization of the true potential of the web platform”
  • 11. compact definition? [O’Reilly] I said I'm not fond of definitions, but I woke up this morning with the start of one in my head: Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an quot;architecture of participation,quot; and going beyond the page metaphor of Web 1.0 to deliver rich user experiences. http://radar.oreilly.com/archives/2005/10/ web_20_compact_definition.html
  • 12. Web 2.0 (Tim O' Reilly) http://www.oreillynet.com/pub/a/oreilly/tim/news/ 2005/09/30/what-is-web-20.html
  • 13. The Machine is Us/ing Us http://www.youtube.com/watch? v=6gmP4nk0EOE
  • 14. Kritik troværdighed John Seigenthaler/Brian Chase-sagen Tim Berners-Lee konceptuel teknologisk
  • 15. Arla.dk - monopol- og Muhammedkrisen pressemeddelelser: http://www.arlafoods.dk/appl/HJ/ HJ201AFD/HJ201D01.NSF/CatNewsSearch? Open&Pressemeddelelser weblogs: http://www.arla.dk/weblogs http://www.hovedetpaabloggen.dk/2005/10/24/arla- blogger-og-jeg-er-medskyldig/ http://www.arlafoods.dk/appl/HJ/HJ201AFD/HJ201D01.NSF/ O/1A909D75277DF257C125706800373E51
  • 16. Virksomhedskommunikation
  • 17. Hvad er ethos • “Ethos is the attitude toward toward a source of communication held at a given time by a receiver” (McCroskey) • Initial ethos • Derived ethos • Terminal ethos 8
  • 18. Billedet af afsenderen Imageønsket Identitet Ethos Anne Katrine Lund: Tillid og troværdighed i virksomhedskommunikationen (pdf) 9
  • 19. Appelformer • Ethos (den moralske karakter) • http://www.editorial.tele2.dk/? page=privat_omtele2_chat_show&t2page=privat_omtele2_chat • Pathos (følelse) • http://bornefonden.dk • http://www.bornefonden.dk/2458.aspx • Logos (fornuft) • http://www.sos-borneby.dk/cgi-bin/sos/jsp/retrieve.do? BV_SessionID=@@@@0514820484.1204102035@@@@&BV_EngineID=cccead edgjleldecfngcfkmdhkhdffj. 0&lang=dk&site=DK&hNav=show&nav=2.1&fn=DK_211_bornebyer 11
  • 20. Appelform? 12
  • 21. Hvad er weblogs? Jill Walker: http://jilltxt.net/archives/blog_theorising/ final_version_of_weblog_definition.html quot;1) frequent updating, 2) reverse chronological order, 3) inclusion of personal journal material, 4) ability of readers to add comments, 5) inclusion of hyperlinks.quot; http://jcmc.indiana.edu/vol11/issue2/kelleher.html
  • 22. Blogs og troværdighed - GM A Quick Response: http://fastlane.gmblogs.com/ archives/2006/05/a_quick_respons_1.html http://fastlane.gmblogs.com/
  • 23. Strategier Tilstedeværelse (presence) Fællesskaber (communities) Personalisering Brugergenereret indhold (UGC)
  • 24. Tilstedeværelse http://socialsquare.dk/ http://www.arla.dk/C1256FA800483D00/O/ 4EB37CEEF797BC42C125707400393FCC http://www.arla.dk/weblogs http://www.dkpto.dk/weblog/journal_comments.asp? Journalid=18
  • 25. Fællesskaber http://www.arla.dk/weblog/hvornaar-boer-man- slette.html
  • 26. Personalisering Fra afsender-modtager til fortæller-læserforhold Mieke Bal: fokalisering - personbundet/ekstern http://www.dkpto.dk/weblog/ http://www.arla.dk/weblog/en-hjaelpende-haand.html http://www.arla.dk/weblog/der-foraar-s-lugt-i- luften.html http://www.arla.dk/weblog/dansende-koeer.html
  • 27. UGC http://fyi.gmblogs.com/2006/05/ our_beloved_family_heirloom.html
  • 28. O’Reilly: What Is Web 2.0 ‣ Services, not packaged software, with cost-effective scalability ‣ Leveraging the long tail through customer self service ‣ Harnessing collective intellegence ‣ Trusting users as co-developers ‣ Control over unique, hard-to-recreate data sources that get richer as more people use them ‣ Software above the level of a single device ‣ Lightweight user interfaces, development models, AND business models The “2.0-ness” is not something new, but rather a fuller realization of the true potential of the web platform”
  • 29. compact definition? [O’Reilly] I said I'm not fond of definitions, but I woke up this morning with the start of one in my head: Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an quot;architecture of participation,quot; and going beyond the page metaphor of Web 1.0 to deliver rich user experiences. http://radar.oreilly.com/archives/2005/10/ web_20_compact_definition.html