Presentation made for the purpose of an academic assignment. Summarizes the concept of Web2.0, discusses its issues, case studies and perspective on its utilization.

1. Web 2.0: Collective Intelligence
and
Participatory Media
Remi Otani
16th September 2008
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2. AGENDA
1. About Web2.0.
– Participatory Media
– Collective intelligence
2. Examples
3. Conclusion
4. Discussions
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3. 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.
What do you guys
think if we defined
the current
situation,
“Web 2.0”? 3
Source: http://oreilly.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html

4. Web 2.0: Comparison
• •
DoubleClick (web banner) Google AdSense
• •
Page views Cost per click screen
• •
Ofoto Flickr
• •
Akamai BitTorrent
• •
mp3.com Napster
• •
Britannica Online Wikipedia
• •
Personal websites Blogging
• •
Publishing Participation
• Content management systems • Wikis
• Directories • Tagging
4
Source: http://oreilly.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html

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

6. Web2.0: Characteristics (in a practical sense)
PARTICIPATE SHARE COLLABORATE
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7. Web 2.0: Participatory Media
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8. Web2.0: Participatory media
• Types
– Story
– Image
– Music
– Video
– News
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9. Web2.0: Participatory media
• Why participate?
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10. Web2.0: Participatory media
• Differentiation
– Financial incentive
– Mission
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11. 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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12. 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.
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Source: http://creativecommons.org/

13. Web 2.0: Collective intelligence
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14. 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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15. Examples
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16. Example: “The Train man” (2004)
• Story:
A geek, seeks advice from
anonymous participants on a
BBS site in order to get his
dream girl.
• 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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17. Example: CNN iReport (2008)
Unedited. Unfiltered by CNN.
User generated News.
“Citizen Journalism”
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18. Example: The Chemical Brothers&
Google Earth Mash-up (2008)
Watch video
Fans create videos • Collaboration
for Chemical • Footprint on the
history
Brothers’ tunes.
• The sum is the art.
Upload onto Google
Earth.
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19. 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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20. 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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21. 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 2.0
Design 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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