Web 2.0

Web 2.0: Collective Intelligence and

Participatory Media

Remi Otani

16th September 2008 1

AGENDA

1. About Web2.0.– Participatory Media– Collective intelligence

2. Examples3. Conclusion4. Discussions

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Web2.0: Introduction

• Definition– A term that illustrates the change of environment/

usage of the internet/web and its trend of advancing network structure.

• Birth of term:– Introduction at Web 2.0 conference held in

October 2004 hosted by the O’Reilly.

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What do you guys think if we defined

the current situation,

　　　“ Web 2.0”? Source: http://oreilly.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html

Web 2.0: Comparison

4Source: http://oreilly.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html

• Google AdSenseGoogle AdSense• Cost per click screen Cost per click screen • FlickrFlickr• BitTorrentBitTorrent• NapsterNapster• WikipediaWikipedia• BloggingBlogging• Participation Participation • Wikis Wikis • Tagging Tagging

• DoubleClick (web banner)DoubleClick (web banner)• Page views Page views • Ofoto Ofoto • Akamai Akamai • mp3.com mp3.com • Britannica OnlineBritannica Online• Personal websites Personal websites • PublishingPublishing• Content management systems Content management systems • Directories Directories

Web2.0: Characteristics

• Produsage ≠ 　 Produce– Definition by Dr. Axel Bruns• “the collaborative and continuous building and

extending of existing content in pursuit of further improvement.” • Always evolving. Unfinished.• Remix/ Edit/ Arrange

5Source: http://distributedcreativity.typepad.com/idc_texts/2005/11/some_explorator.html

Web2.0: Characteristics (in a practical sense)

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PARTICIPATE SHARE PARTICIPATE SHARE COLLABORATECOLLABORATE

Web 2.0: Participatory Media

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Web2.0: Participatory media

• Types– Story– Image – Music– Video– News

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Web2.0: Participatory media

• Differentiation– Financial incentive– Mission

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Web2.0: Participatory media

• Old media at stake, because of the emergence of new media, i.e., participatory media.

• Collaboration of Old media and new media is essential for survival.

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Web2.0: Participatory media

• Copyright Control– Creative Commons (NPO organization)

• License system provider that defines flexible / adjustable copyright types for a more free and protected creative work distribution.

• As there is practically no established rules or laws of copyright in the digital world, whoever defines a new perspective of copyright first, come to establish their credits.

11Source: http://creativecommons.org/

Web2.0: Participatory media/ Copyright

Download This Song lyrics

It's 2006, the consumer’s still pissed Won't take it anymore so I’m writing a list Don't try to resist this paradigm shift The music revolution cannot be dismissed $18.98 Iggy Pop CD? What if I can get it from my sister for free? It’s all about marketing Clive Davis, see? If fans buy the shirt then they get the mp3 Music was a product now it is a service Major record labels why are you trying to hurt us? Epic’s up in my face like, “Don’t steal our songs Lars,” While Sony sells the burners that are burning CD-R’s

So Warner, EMI, hear me clearly Universal Music, update your circuitry They sue little kids downloading hit songs They think that makes sense When they know that it’s wrong

Hey Mr. Record Man The joke’s on you Running your label Like it was 1992 Hey Mr. Record Man, Your system can’t compete It’s the New Artist Model File transfer complete Download this song! Download this song! Download this song!

I know I'm rhyming fast, but the message is clear You don’t need a million dollars to launch a career

If your style is unique and you practice what you preach Minor Threat and Jello both have things to teach! I've got G5 production, concept videos Touring with a laptop, rocking packed shows

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Web 2.0: Collective intelligence

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Web2.0: Collective Intelligence

• Wikipedia: Greatness of Sum– Problem: Ambiguity of responsibility and Control– Idea of surveillance: everybody watching

everybody. – Characteristics:• Power law distribution/ 80/20 rule • Division of labor• Process not a product

– Reason for participation.• Acknowledgement/ Contribution to history/ (Love)

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Examples

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Example: “The Train man” (2004)Collaboration / Collective intelligence/ Desire

for contribution.• Story: A geek, seeks advice from anonymous

participants on a BBS site in order to get his dream girl. All the posts created into a giant love story.

• Business: Collection of BBS threads- Book/ Film/ Play/

TV series Turns into a social phenomenon.

• Copyright: The publisher, agreed by the administrator

of the BBS site.

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Example: CNN iReport (2008)

Unedited. Unfiltered by CNN.Unedited. Unfiltered by CNN.User generated News.User generated News.““Citizen Journalism” Citizen Journalism”

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Example: The Chemical Brothers& Google Earth Mash-up (2008)

Fans create videos for Chemical

Brothers’ tunes. Upload onto Google

Earth.

• Collaboration• Footprint on the

history• The sum is the art.

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Conclusions• “Differentiation” is the key, for both the participants and the hosts.

• A new ideology& technology for copyright.

• Utilization of Web 2.0 for a good cause. – Acknowledgement of great work, art, deed, facts.– Utilization of collective intelligence.– Seizensetsu “view of human nature as fundamentally good”.

(Confucianism)

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Discussions

• If “original” is not just the culture now, what is more valuable, “original” or “the sum of many”?

• Do you think there will be no “authority” of media or artists in the future? Ex. TV producers, film makers, musicians,,,etc.

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Reference List• Bruns, A. (n.d.). Some Exploratory Notes on Produsers and Produsage . Retrieved August 5, 2008,

from http://distributedcreativity.typepad.com/idc_texts/2005/11/some_explorator.html• Cachina, R.,Compañó, R., &Costa, O.D. (2007, May 31). Grasping the potential of online social

networks for foresight . ☆ Science Direct Technological Forecast and Social change, 74, 1179-1203. Retrieved August 8, 2008, from http://www.sciencedirect.com.ezproxy2.library.usyd.edu.au/science?_ob=ArticleURL&_udi=B6V71-4P8R7D4-1&_user=115085&_coverDate=10%2F31%2F2007&_rdoc=1&_fmt=&_orig=search&_sort=d&view=c&_version=1&_urlVersion=0&_userid=115085&md5=98354d67f9adc3fac1592cac42036e08

• Lévy, P. (2006, November 2). Collective Intelligence, A Civilisation: Towards a Method of Positive Interpretation. Int J Polit Cult Soc, 18, 189-198. Retrieved August 7, 2008, from http://opac.library.usyd.edu.au/search?/i0891-4486/i08914486/1,1,1,B/l856~b3141717&FF=i08914486&1,1,,2,0/startreferer//search/i0891-4486/i08914486/1,1,1,B/frameset&FF=i08914486&1,1,/endreferer/

• O’Reilly, T. (2005, September 30). What Is Web 2.0Design Patterns and Business Models for the Next Generation of Software. Retrieved August 5, 2008 from http://oreilly.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html

• Tang, P. (2005, June 22). Digital copyright and the “new” controversy: Is the law moulding technology and innovation?. Science Direct Research Policy, 34, 852-871. Retrieved August 9, 2008, from www.sciencedirect.com

• Thill, S. (2008, August 10). Chemical Brothers Solicit Vids Via Google Earth . Retrieved August 4, 2008, from http://blog.wired.com/music/2008/08/chemical-brothe.html

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