“Where Web 2.0 went wrong” by Henry
Jenkins is a very interesting read. This article is from the book Spreadable Media: Creating Value and Meaning
in a Networked Culture. The purpose of the book is for learning about
changes taking place in our vastly connected society. It talks about
“stickiness” or centralization, and “spreadability” or the way content travels
through social media. The book received very good reviews and seems to a very
good source of knowledge on the topics that it discusses.
The author, Henry Jenkins, is a
very reputable source on the topic of media. Besides having written several
books, he is also a professor of communication, journalism, and cinematic arts
at USC. He works at both the Annenberg School for Communication and the school
of cinematic arts. He has a Ph.D. in communication arts and is involved in lots
of research.
The article itself is the first
chapter of Spreadable Media: Creating
Value and Meaning in a Networked Culture, which discusses the downfall of
web 2.0. Web 2.0 companies rely on the Internet for promoting their products.
It uses a lot of users and develops a different sort of relationship between
producers and consumers in which the consumers largely help with the products
being produced. There are different expectations of users leading to a lot of
conflict between producers and consumers. For example, consumers are very
disenchanted when companies go after them for distributing free music. The
argument is that they are helping to promote the artists not to steal from
them. The companies are damaging the “moral economy”, a term used to describe
mutual understandings between two parties conducting business. Consumers
believe producers are not behaving in a moral fashion.
Something else that consumers are
angry about is that they do not receive compensation. Often companies use
content created or modified by users for profit. Some users believe they should
profit from this. However, another argument is that money is not everything and
that pride and accomplishment of being featured should be enough. This leads to
“commodity culture” versus “gift economy”. One concerns money and value while
the other concerns gifts and worth. The latter is more based on symbolism than
monetary value.
Finally, Jenkins talks about marketing
and how “transparency” and “authenticity” are the most important. As companies
have seen the influence of customer reviews, they have begun to use influential
customers to market their products. To consumers, it is important that these
ties are transparent, known by all, and authentic or not fabricated. They trust
that companies will be transparent and authentic and that reviewers will show
their true opinions of products without too much embellishment.
Jenkins’ main argument in this
article is that web 2.0 is declining. The simplification of the “moral
economy”, and companies not correctly valuing and incorporating consumers has
led to both sides often being discontent. Because of this a new web is needed
that moves past the flaws in web 2.0 and create a better system. After reading other articles, it appears that
many agree with Jenkins and that web 2.0 has gone wrong and needs to be fixed.
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