1. Date: 27th Jan 14
Unit: Online Media
English
Department
Learning Objective
By the end of the lesson....
• We will consider some of the issues
relating to Web 2.0
• we will understand the concepts behind
wikinomics
• we will look at some of the benefits /
difficulties of wikinomics
Key Terminology for your
glossary
Peering
Free creativity
Globalisation
Democracy
‘Perfect storm’
A wiki
Prosumers
Torvalds’ ‘Linux’

2. WHO IS WORKING WITH WHO TODAY?
Ross M with
Millie
Caroline with
Michael
Charlie with
Sophie
Charlotte with
Ross F
Megan with
Leah
Braden with
Savanna

3. Starter (10mins and then feedback):
Key Terminology for your
glossary
Online community
Lean back media
Lean forward media
What issues surround Web 2.0 – is
it democratic? Is it safe? Who
owns the content and who is
responsible for it? Does it
empower the user or can it be
limiting?
What technology has made
audience participation possible?
Hardware, software and online.
What are the advantages and
disadvantages of web 2.0 for users
and for institutions?

4. Date: 27th Jan 14
English
Unit: Online Media Department
Learning Outcomes
All
Level 2
Most
Grade 3
Some
Level 4
Limited ability to adapt to the specific requirements of the chosen question. A
partially coherent, basic argument is presented.
Some examples of theories, industry knowledge and/or texts and debates, with
some basic evidence of an attempt to connect these elements. Inclusion of history
and/or the future is limited.
Some of the material presented is informed by contemporary media
theory, articulated through a basic use of theoretical terms.
The answer offers a sensible, mostly clear balance of media theories and knowledge of industries
and texts, with a proficient attempt at personally engaging with issues and debates.
Question answered well.
Examples of theories, texts and industry knowledge are connected together in places, and a clear
argument is proficiently developed in response to the question. History and the future are
discussed with relevance.
Material presented is mostly informed by contemporary media theory, articulated through use of
appropriate theoretical terms.
Chosen question answered in excellent fashion and make connections in order to present a
coherent argument. The answer offers a clear, fluent balance of media theories and
knowledge of industries and texts and informed personal engagement with issues and
debates.
Examples of theories, texts and industry knowledge are clearly connected together in the answer.
History and the future are integrated into the discussion with conviction.
Throughout the answer, material presented is informed by contemporary media theory and the
command of the appropriate conceptual and theoretical language is excellent.

5. Wikinomics: Tapscott and Williams
http://www.wikinomics.com/blog/
5 mins – what is it?

6. Wikis
a website or database developed collaboratively
by a community of users, allowing any user to
add and edit content.

7. Wikinomics: Tapscott and Williams
• Peering, the free sharing of creativity, and the
ability of Web 2.0 to allow audiences and
institutions to think globally has led to a media
industry that is becoming increasingly
democratised.
• They argue this has led to the ‘perfect storm’
where resistance to online/social/participatory
media is futile.
• The Art and Science of Peer Production

8. Emergent Wikinomics:
• In the 1990s companies that couldn’t find
solutions to problems offered them to the
general public such as the ‘Linux’ operating
system.
• Goldcorp shared their secrets with the world to
find more gold deposits and offered prize money
to a public member who found the solution
• Ordinary people were having a say in the
economics of the country.

9. Individual response and research
All resources are chunks taken straight from the book.
Formal presentations tomorrow…..
Research the ideas
Consider the implications, the challenges for
producers, audiences and institutions
What are the benefits?
Define concepts (especially if they appear on the
glossary)

10. Wikinomics: prosumers rather than
consumers
While hierarchies are not vanishing, profound
changes in the nature of
technology, demographics, and the global economy
are giving rise to powerful new models of
production based on community, collaboration, and
self-organization rather than on hierarchy and
control.
Customers become "prosumers" by cocreating
goods and services rather than simply consuming
the end product.

11. Wikinomics: the perfect storm
From the Internet's inception its creators envisioned a universal substrate linking all
mankind and its artefacts in a seamless, interconnected web of knowledge. This was
the World Wide Web's great promise: an Alexandrian library of all past and present
information and a platform for collaboration to unite communities of all stripes in any
conceivable act of creative enterprise.
The Internet is becoming a giant computer that everyone can program, providing a
global infrastructure for creativity, participation, sharing, and self-organization.
How is this different from the Internet as it first appeared? Think of the first iteration
of the Web as a digital newspaper. You could open its pages and observe its
information, but you couldn't modify or interact with it. And rarely could you
communicate meaningfully with its authors, apart from sending an e-mail to the
editor. The new Web is fundamentally different in both its architecture and
applications. Instead of a digital newspaper, think of a shared canvas where every
splash of paint contributed by one user provides a richer tapestry for the next user to
modify or build on. Whether people are creating, sharing, or socializing, the new Web
is principally about participating rather than about passively receiving information.

12. Wikinomics: the perfect storm
The bottom line is this: The immutable, standalone
Web site is dead. Say hello to a Web that
increasingly looks like a library full of chatty
components that interact and talk to one another.
The losers launched Web sites. The winners
launched vibrant communities. The losers built
walled gardens. The winners built public squares.

13. Wikinomics: peer production
Today the tables are turning. The growing
accessibility of information technologies puts the
tools required to collaborate, create value and
compete at everybody's fingertips.
Some examples of peer production have recently
become household names. As of August 2006, the
online networking extravaganza MySpace had one
hundred million users—growing a half a million a
week—MySpace, YouTube, Linux, and Wikipedia—
today's exemplars of mass collaboration

14. Wikinomics: the blogosphere
The upheaval occurring right now in media and
entertainment provides an early example of how
mass collaboration is turning the economy upside
down.
Tens of millions of people share their news, in
formation, and views in the blogosphere, a selforganized network of over 50 million personal
commentary sites that are updated every second of
the day.

15. Wikinomics: Current TV (Aug 20052013)
Turn off your TV, pick up a video camera and
some cheap editing software, and create a news
feature for Current TV, a new national cable and
satellite network created almost entirely by
amateur contributors. Though the contributors
are unpaid volunteers, the content is
surprisingly good.

16. Wikinomics: Peering
• Peering succeeds because it leverages selforganization—a style of production that works
more effectively than hierarchical management
for certain tasks. It’s greatest impact today is in
the production of information goods—and its
initial effects are most visible in the production of
software, media, entertainment, and culture—
but there are few reasons for peer production to
stop there. Why not open source government?
Could we make better decisions if we were to tap
the insights of a broader and more representative
body of participants?

17. Wikinomics: democracy
The democratization of the media publishing
tools, however, is rapidly transforming our notions of how
expertise, relevance, and professionalism develop in the
media. "The old way of thinking," says Rebick, "is that the
cream rises to the top. . . . [Y]ou have hierarchical
structures that cut people out at each level." On sites like
Rabble, the users, not managers, make those decisions.
"Instead of cutting people out, we bring them in, and
people can pick and choose what they want to read or
hear. They don't have to listen to all the podcasts or read
all of the blog posts. But there's something there for
everybody, and it allows for people to come in and do
their thing and get noticed."

18. Homework
Research Wikinomics more and the following
concepts:
• Peering
• The perfect storm
• Democracy
• Free creativity
• Globality (my word!) Globalisation
http://cgis.hbg.psu.edu/articles/Wikinomics_Summ
ary.pdf for a useful summary and starting point.

19. Homework this week
Complete some more research on David
Gauntlett and his ideas on Web 2.0.
Re-watch the Youtube Video and make notes.
Research the concept of Web 3.0. How does
this move on from Web 2.0? There is a useful
reference on Mr Smith’s blog if you need one.
Read the quotations / extracts from Gauntlett’s
book Making is Connecting and take notes
summarising his ideas. Make a note of useful
quotations
Use these sources to answer the questions on
the next slide
You will be expected to feed back ideas on
Tuesday next week

20. Web 2.0
• How is web 2.0 different to the Marxist model?
• What technology has made audience participation
possible? Hardware, software and online.
• What issues surround Web 2.0 – is it democratic? Is it
safe? Who owns the content and who is responsible for
it? Does it empower the user or can it be limiting?
• What are the advantages and disadvantages of web 2.0
for users and for institutions?