Theorys

2. TIM O’REILLY
• CAME UP WITH 6 BIG IDEAS TO EXPLAIN WHY WEB 2.0 HAS HAD SUCH A LARGE IMPACT. THESE WERE:
• USER GENERATED CONTENT
• THE WISDOM OF CROWDS
• DATA ON AN EPIC SCALE
• ARCHITECTURE OF PARTICIPATION
• NETWORK EFFECTS, POWER LAWS AND THE LONG TAIL
• OPENNESS

3. CHRIS ANDERSON (LTT)
• THE LONG TAIL THEORY:
• A SHIFT IN CULTURAL TRENDS AND THE ECONOMY HAS LED TO A CHANGE IN FOCUS FROM THE MAINSTREAM PRODUCTS AVAILABLE TO
CONSUMERS OVER TO A LARGE AMOUNT OF NICHE PRODUCTS.
• WITH THE DIGITAL AGE PROVIDING EASIER DISTRIBUTION NICHE PRODUCTS CAN BECOME EFFECTIVE SINCE AUDIENCES ARE NOT
RESTRICTED TO A LOCAL SCALE, BUT INSTEAD CAN ACCESS A PRODUCT GLOBALLY.
• FOR EXAMPLE WITHIN GAMING MORE “INDIE” GAMES ARE BEING RELEASED ON THE GAMES PLATFORM STEAM SINCE IT ALLOWS THESE
DEVELOPERS TO DISTRIBUTE THEIR GAMES AS EFFICIENTLY AS ANY OTHER DEVELOPER- THIS WOULD NOT BE POSSIBLE USING STORES.
• ANOTHER EXAMPLE IS IN THE MUSIC INDUSTRY- EASIER DISTRIBUTION THROUGH THE USE OF SHARING WEBSITES SUCH AS YOUTUBE
AND SOUNDCLOUD HAS ALLOWED FOR MANY NICHE ARTISTS TO BECOME SUCCESSFUL.
THIS THEORY IS RELEVANT SINCE IT RELATES TO THE CORE CONCEPTS OF WEB 2.0 OF MANY USERS CONTRIBUTING CONTENT TO THE WEB
AND DEMONSTRATES HOW CONSUMERS CAN NOW ACCESS THIS LARGER VARIETY OF CONTENT AND HOW THIS AFFECTS THE MAINSTREAM.

4. CHARLES LEADBEATER
• WE THINK-
• WE THINK EXPLAINS HOW DIGITAL TECHNOLOGIES ARE ENABLING NEW FORMS OF COLLABORATIVE CREATIVITY AND INNOVATION.
• MANY PEOPLE CAN PARTICIPATE IN CULTURE THROUGH THE CONTRIBUTION OF THEIR IDEAS, VIEWS AND INFORMATION.
• WEB ALLOWS THEM TO PUBLISH, BUT ALSO TO SHARE, CONNECT AND COLLABORATE .
• A KEY EXAMPLE OF THIS IS IN THE GAMING INDUSTRY WHERE DEVELOPERS ARE ABLE TO RELEASE GAMES AND GAIN FEEDBACK AND
IMPROVEMENTS ON SUCH GAMES THROUGH THE COMMUNITY.
• ANOTHER EXAMPLE IS IN THE MUSIC INDUSTRY WHERE ARTISTS CAN RELEASE SONGS AND GAIN FEEDBACK ON THEIR MUSIC FROM THEIR FANS
THROUGH THE USE OF WEB 2.0.
THIS THEORY RELATES TO WEB 2.0 SINCE IT DEMONSTRATES HOW LARGE COMMUNITIES OF PEOPLE CAN CONTRIBUTE THEIR IDEAS TO ONE
ANOTHER AND TO COLLABORATE IN ORDER TO CREATE A BETTER PRODUCT AS A WHOLE.

5. TAPSCOTT AND WILLIAMS
• WIKINOMICS-
• THE EFFECTS OF EXTENSIVE COLLABORATION AND USER-PARTICIPATION ON THE MARKETPLACE AND CORPORATE WORLD. THERE
ARE FOUR PRINCIPALS:
• OPENNESS- OPEN STANDARDS, CONTENT AND ATTITUDES TOWARDS EXTERNAL IDEAS AND RESOURCES.
• PEERING- REPLACES HIERARCHICAL MODELS WITH A MORE COLLABORATIVE FORUM.
• SHARING- LESS PROPRIETARY APPROACH TO PRODUCTS, INTELLECTUAL PROPERTY, BANDWIDTH, SCIENTIFIC KNOWLEDGE ETC.
• ACTING GLOBALLY- EMBRACING GLOBALIZATION AND IGNORING “PHYSICAL AND GEOGRAPHICAL BOUNDARIES” AT BOTH CORPORATE AND
INDIVIDUAL LEVEL.
AN EXAMPLE OF THIS THEORY IS WITHIN THE TV AND FILM INDUSTRIES SINCE STREAMING WEBSITES SUCH AS AMAZON PRIME AND NETFLIX
ENABLE CONSUMERS GLOBALLY TO VIEW PROGRAMMES AND FILMS ONLY ORIGINALLY SHOWN IN ONE COUNTRY.
• THIS THEORY IS RELEVANT SINCE MANY STREAMING SITES HAVE ALLOWED PEOPLE TO GLOBALLY PRODUCE AND CONSUME IN DIFFERENT
INDUSTRIES. HOWEVER COPYRIGHT STILL PREVENTS THE SHARING OF SOME PRODUCTS LEGALLY.

6. DAN GILLMOR
• WE MEDIA:
• THE MAIN BIG MEDIA CORPORATIONS CANNOT CONTROL THE NEWS WE RECEIVE ANY LONGER SINCE THE NEWS CAN NOW
BE PUBLISHED IN REAL TIME, WITH AVAILABILITY TO EVERYONE VIA THEINTERNET.
A KEY EXAMPLE OF THIS IS HOW WEB 2.0 HAS ALLOWED PEOPLE TO ACCESS THE NEWS VIA THE INTERNET AND THROUGH
SOCIAL MEDIA AND SO DO NOT RELY ON NEWS OUTLETS ANYMORE AND CANNOT BE KEPT FROM LEARNING INFORMATION.
ADDITIONALLY THIS APPLIES TO THE FILM INDUSTRY SINCE MANY ASPECTS OF CERTAIN FILMS CAN BE LEAKED ONLINE WHICH
MAY AFFECT THE RELEASE OF THE FULL FILM.
• THIS THEORY IS RELEVANT SINCE IT SHOWS HOW WEB 2.0 HAS MADE INFORMATION MUCH MORE WIDELY AVAILABLE THAN IT WAS
BEFOREHAND AND DEMONSTRATES HOW LARGE COMPANIES CANNOT CONTROL THE INFORMATION WE RECEIVE AS EFFECTIVELY
ANYMORE.

7. CLAY SHIRKY
NEWSPAPERS, PAYWALLS AND CORE USERS:
• ONLINE DISTRIBUTION HAS CHANGED THE NEWSPAPER INDUSTRY FROM BEING A MASS MARKET PRODUCT
FOCUSED AT A MASS AUDIENCE TO A NICHE PRODUCT AIMED AT A NICHE AUDIENCE.
• CONSUMERS NOW ONLY ACCESS NEWS THEY WANT TO SEE AND DO NOT SEEKOUT ALL NEWS ONLINE ANY
MORE, THIS HAD CAUSED NEWS OUTLETS TO HAVE TO ADAPT TO CATER FOREVERYONE.
THIS HAD A BIG IMPACT ON THE NEWS DUE TO THE AUDIENCE CHANGING THEIR ATTITUDES TOWARDS SEEKING
CONTENT, THEY NOW EXPECT FREE CONTENT ONLINE AND WILL NOT PAY FOR CONTENT WHEN IT IS AVAILABLE
FREE ELSEWHERE, THIS HAD CAUSED REVENUE PROBLEMS WITHIN THE INDUSTRY.
• THIS THEORY HAS LIMITED RELEVANCE TO MEDIA SINCE IT ONLY REALLYAPPLIES TO THE NEWS INDUSTRY.

8. MICHAEL WESCH
THE MACHINE IS CHANGING US:
• WEB 2.0 HAS ALLOWED CONSUMERS TO CONNECT WITH MORE PEOPLE AND TOBE PART OF A GLOBAL
COMMUNITY.
• COMMUNICATING ONLINE IS DIFFERENT TO HOW WE COMMUNICATE USING OTHER MEDIUMS. THIS CAN BE
EXPLAINED WITH ANONYMITY AND PHYSICAL DISTANCE FROM THOSE WE ARECOMMUNICATING WITH.
A KEY INDUSTRY IS THE GAMING INDUSTRY, GAMES NOW INCORPORATE VOIP SO THAT DIFFERENT PLAYERS CAN
TALK TO EACH OTHER WHILST GAMING EVEN IF YOU HAVE NO CLUE WHO THEY ARE.
THIS THEORY IS RELEVANT SINCE IN THE ONLINE AGE WE ARE COMMUNICATING IN DIFFERENT WAYS THAN EVER
BEFORE WITH PEOPLE GLOBALLY.