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