Fu 21102008 Arla

Web 2.0 - fremtidens web?

Christian Winther Bech, IMV

www.cutup.dk

Rækken:

1.Weblogs som virksomhedskommunikation. Arlas monopol- og Muhammedkrise

2.Viral markedsføring. Videoer i omløb.

3.Når Folketinget flytter til Facebook. Politikeres brug af sociale tjenester i nationalt og internationalt perspektiv

4.Pirater eller frihedskæmpere, tyveri eller delekultur? Musik- og filmindustriens problem med at kontrollere distributionen og kulturen.

Hvad er web 2.0?

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Internettets historie

1945: Vannevar Bush beskriver Memexen i ”As We May Think”

Oulipo

Kun en maskine kan forstå en sonet skrevet af en anden maskine

Alan Turing

http://www.smullyan.org/smulloni/queneau/

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Internettets historie

1957 ARPA

Advanced Research Projects Agency

Sputnik-misundelse

1969 ARPANET

Fire ”nodes” i USA

1971 E-mail

1973 ARPANET globalt

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Internettets historie

1990 www defineres af Tim Berners-Lee på CERN

http og html

http://www.w3.org/MarkUp/tims_editor

1993 Mosaic

konference - 2004

overlevelsesparameter efter dot.com-crashet i 2001

O'Reilly: What Is Web 2.0:

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

http://en.wikipedia.org/wiki/Web_2.0

web 2.0

O’Reilly: What Is Web 2.0

‣ Services, not packaged software, with cost-effective scalability

‣ Leveraging the long tail through customer self service

‣ Harnessing collective intellegence

‣ Trusting users as co-developers

‣ Control over unique, hard-to-recreate data sources that get richer as more people use them

‣ Software above the level of a single device

‣ Lightweight user interfaces, development models, AND business models

The “2.0-ness” is not something new, but rather a fuller realization of the true potential of the web platform”

compact definition? [O’Reilly]

I said I'm not fond of definitions, but I woke up this morning with the start of one in my head: Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.

http://radar.oreilly.com/archives/2005/10/web_20_compact_definition.html

Web 2.0 (Tim O' Reilly)

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

The Machine is Us/ing Ushttp://www.youtube.com/watch?

v=6gmP4nk0EOE

Kritik

troværdighed

John Seigenthaler/Brian Chase-sagen

Tim Berners-Lee

konceptuel

teknologisk

Arla.dk - monopol- og Muhammedkrisen

pressemeddelelser: http://www.arlafoods.dk/appl/HJ/HJ201AFD/HJ201D01.NSF/CatNewsSearch?Open&Pressemeddelelser

weblogs: http://www.arla.dk/weblogs

http://www.hovedetpaabloggen.dk/2005/10/24/arla-blogger-og-jeg-er-medskyldig/

http://www.arlafoods.dk/appl/HJ/HJ201AFD/HJ201D01.NSF/O/1A909D75277DF257C125706800373E51

Virksomhedskommunikation

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Hvad er ethos

• “Ethos is the attitude toward toward a source of communication held at a given time by a receiver” (McCroskey)

• Initial ethos

• Derived ethos

• Terminal ethos

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Billedet af afsenderen

Imageønsket

Identitet

Ethos

Anne Katrine Lund: Tillid og troværdighed i virksomhedskommunikationen (pdf)

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Appelformer

• Ethos (den moralske karakter)

• http://www.editorial.tele2.dk/?page=privat_omtele2_chat_show&t2page=privat_omtele2_chat

• Pathos (følelse)

• http://bornefonden.dk

• http://www.bornefonden.dk/2458.aspx

• Logos (fornuft)

• http://www.sos-borneby.dk/cgi-bin/sos/jsp/retrieve.do?BV_SessionID=@@@@0514820484.1204102035@@@@&BV_EngineID=ccceadedgjleldecfngcfkmdhkhdffj.0&lang=dk&site=DK&hNav=show&nav=2.1&fn=DK_211_bornebyer

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Appelform?

Jill Walker: http://jilltxt.net/archives/blog_theorising/final_version_of_weblog_definition.html

"1) frequent updating, 2) reverse chronological order, 3) inclusion of personal journal material, 4) ability of readers to add comments, 5) inclusion of hyperlinks."

http://jcmc.indiana.edu/vol11/issue2/kelleher.html

Hvad er weblogs?

Blogs og troværdighed - GM

A Quick Response: http://fastlane.gmblogs.com/archives/2006/05/a_quick_respons_1.html

http://fastlane.gmblogs.com/

Strategier

Tilstedeværelse (presence)

Fællesskaber (communities)

Personalisering

Brugergenereret indhold (UGC)

Tilstedeværelse

http://socialsquare.dk/

http://www.arla.dk/C1256FA800483D00/O/4EB37CEEF797BC42C125707400393FCC

http://www.arla.dk/weblogs

http://www.dkpto.dk/weblog/journal_comments.asp?Journalid=18

Fællesskaber

http://www.arla.dk/weblog/hvornaar-boer-man-slette.html

Personalisering

Fra afsender-modtager til fortæller-læserforhold

Mieke Bal: fokalisering - personbundet/ekstern

http://www.dkpto.dk/weblog/

http://www.arla.dk/weblog/en-hjaelpende-haand.html

http://www.arla.dk/weblog/der-foraar-s-lugt-i-luften.html

http://www.arla.dk/weblog/dansende-koeer.html

UGC

http://fyi.gmblogs.com/2006/05/our_beloved_family_heirloom.html

O’Reilly: What Is Web 2.0

‣ Services, not packaged software, with cost-effective scalability

‣ Leveraging the long tail through customer self service

‣ Harnessing collective intellegence

‣ Trusting users as co-developers

‣ Control over unique, hard-to-recreate data sources that get richer as more people use them

‣ Software above the level of a single device

‣ Lightweight user interfaces, development models, AND business models

The “2.0-ness” is not something new, but rather a fuller realization of the true potential of the web platform”

compact definition? [O’Reilly]

I said I'm not fond of definitions, but I woke up this morning with the start of one in my head: Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.

http://radar.oreilly.com/archives/2005/10/web_20_compact_definition.html