The document discusses the history and definition of Web 2.0. It notes that Web 2.0 emerged as a term after the dot-com crash in 2001 to describe the evolution of the World Wide Web. The document summarizes Tim O'Reilly's definition of Web 2.0 as focusing on services rather than packaged software, leveraging collective intelligence through user participation, and delivering software as a continually updated service. O'Reilly described Web 2.0 as realizing the true potential of the web by delivering rich user experiences through an architecture of participation across connected devices.

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

9. Internettets historie
1990 www defineres af Tim
Berners-Lee på CERN
http og html
http://www.w3.org/MarkUp/
tims_editor
1993 Mosaic
9

11. 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

12. 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”

13. 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

14. Web 2.0 (Tim O' Reilly)
http://www.oreillynet.com/pub/a/oreilly/tim/news/
2005/09/30/what-is-web-20.html

15. The Machine is Us/ing Us
http://www.youtube.com/watch?
v=6gmP4nk0EOE

16. Kritik
troværdighed
John Seigenthaler/Brian Chase-sagen
Tim Berners-Lee
konceptuel
teknologisk

19. 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

20. Virksomhedskommunikation

21. 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

22. Billedet af afsenderen
Imageønsket
Identitet
Ethos
Anne Katrine Lund: Tillid og troværdighed i
virksomhedskommunikationen (pdf)
9

23. 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

24. Appelform?
12

25. 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

26. Blogs og troværdighed - GM
A Quick Response: http://fastlane.gmblogs.com/
archives/2006/05/a_quick_respons_1.html
http://fastlane.gmblogs.com/

27. Strategier
Tilstedeværelse (presence)
Fællesskaber (communities)
Personalisering
Brugergenereret indhold (UGC)

28. 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

29. Fællesskaber
http://www.arla.dk/weblog/hvornaar-boer-man-
slette.html

30. 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

31. UGC
http://fyi.gmblogs.com/2006/05/
our_beloved_family_heirloom.html

32. 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”

33. 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