Assessment 3

Does Web 2.0 make the Cyber Environment better?

Critical analysis of Web 2.0


According to the reading of “What is Web 2.0”, some technologies have been changed from Web 1.0, but the most important part should be the release and transmission form of information. It claims that we are in the age of Web 2.0, the main content producers not only have been produced the administrators but also owing to the group of audiences (Hinton & Hjorth, 2013). However, lots of operation pattern have been changed progressively in the age of web 2.0. It was first proposed in a conference by o’Reilly and his colleague in 2004(o’Reilly, 2009). From the view of content production, web 1.0 was not given the authority of produce for audiences, these audiences are the receivers which only could accept information passively. Now they no longer are passive receivers but also could participate and produce various contents by blogging or broadcasting on the internet positively. It has been called as “Collective Intelligence” and “Wisdom of Crowds” (o’Reilly, 2009). Thus, from the technical perspective, web 2.0 would more emphasise the content creating part rather than the requirements of technology. In this way, internet has become more personalisation for using without the difficult procedure (Hinton & Hjorth, 2013). The main status of content creation have been changed in the age of Web 2.0. However, few people maintain that the notion of Web 2.0 is absurd. Sir Tim Berners-Lee is the one of opponents which maintain the scepticism about the definition of Web 2.0. He hold the points that some new technologies had already achieved in the Web 1.0.


From my own point of view, Web 2.0 not only all gain the benefits for internet, but also bring some disadvantages. There are two drawbacks in the Web 2.0. First, involvement of all users would give rise to the information overloading. Due to the user-centred pattern of Web 2.0, audiences would participate in many kinds of activities in some platforms and represent their views and opinions. Such high participation would bring affluent information for the internet, but at the same time the growing amount of information would become difficult to select for users. While amount of information illustrate randomly in the front of user’s screen, they have to read all the contents and select few useful information by manual screening. However, the personalisation recommendation service may relief this problem, but information overloading still inextirpable. The situation of information overloading would lead to more problems such as information blurring and over-burdened information in the future if it cannot be fixed.


Second, those uncontrolled and jumbled information would damage the reputation of website. There is a news which comment about such circumstance. In the news of CNN “Have online comment sections become ‘a joke’?” (Gross, 2012), it takes the Gawker Media as example to demonstrate the condition of information chaos. It proves that not all the user-created contents could be used on the cyber environment. High interaction also lead to undisciplined comments, for example, vituperation, ultra-individualism, or other cyberbully. Even the founder of Gawker Media, Nick Denton do not want to reply or communicate with some excursive or aggressive comments in his platform. Such situation would give rise to the loss of interaction. With this, the high interaction could become the crested paper. Some websites use a filter system which could shield specific terrible words for maintain the harmony of the website, but such method has been complained that it is an improper restriction for the freedom of expression. In brief, it may not satisfy either side through this approach. There is a picture which under this paragraph has illustrate about both two disadvantages, this problem is worth pondering.


A description of Information overload



Specific UCC case of Chengguang Games

Such change reflected obviously in many platforms on the cyberspace. It also suitable for commercial purpose, such as the blog marketing which is popular recently. Hinton and Hjorth point out that commercialisation is a trend in the development of web (Hinton & Hjorth, 2013), and it is a typical pattern in Web 2.0. For instance, there is a special website in China. It is a game making website named Chengguang. The difference between Chengguang and other web games is that it is a platform for game production and communication by audiences. In Chengguang, users could create and release kinds of web games on this platform. It has a growing number of web games, but none of them were produced by the official staffs. Audiences will compose their own scenarios and add lots of materials such as backgrounds, characters and audio effects in their works. Official staffs do not involve in the progress of creation, their only job is that recommend some great works to the main banner in this platform. In other words, all the contents will be provided by users in Chengguang.


In the next stage the operator will invite some outstanding producers to sign a contract which means these producers will become the exclusive authors in Chengguang platform. Those games of exclusive authors will start charging. With this, Chengguang cooperation would gain interests from those user-created contents. As I have mentioned before, this platform uses the “wisdom of crowds” to obtain profits for their general operation. Such user-centred pattern is a typical feature in the age of Web 2.0: the content on the internet not only have been provided by administrators, but also have been produced by users themselves. In the Web 1.0, it cannot be achieved by the original “read” form.

Above those advantages in the former paragraphs, although such UCC pattern is the main reason of high popularity about Chengguang games, as I have mentioned before, information overloading and mass of information also exit in this platform. For instance, the low quality of games, copyright infringing and some improper sentences in the game. Those problems accompany with former benefits in this UCC pattern. Finally, from the objective perspective, the benefits more than it harms to its disadvantages.


Chengguang authoring tool



Using in my campaign


The UCC of Web 2.0 is a useful concept which would represent in my campaign. The basic feature of crowds’ wisdom becomes an important part in the project. Audiences not only could leave their reflections or feedback under the contents, but also could involve in the project. They could re-create derivative works which relate to our project. In such era of Web 2.0, the participation of audiences is an indispensable part in any plans or marketing activities. Hence, our project are encouraging audiences join in the activities which hold by official operators in many platforms. For instance, Twitter, Facebook and Weibo. Furthermore, those social platforms actively cooperate with those audiences’ participation, and sometimes repost some great works for the encouragement of all. Such way has become an interactive pattern between official and audience. The domination of production is an effect way to make a high sense of belonging for audiences in this project. Those audiences would pay more attentions to the development of the project and contribute their talents for it. Meanwhile, such participation would give audiences a sense of participatory and fresh experiences from official platforms, it may arouse their curiosity and interest about contents of the project.


Some derivative works which have been reposted by official account on Weibo


Second, mobile media already become one of the most important media forms in the contemporary society. Hence all the platforms which I have choose are the most popular social media platforms especially as the app form. The development of other media forms were unable to be neglected in people’s life. In the reading it takes the “Walkman” as the example, it illustrates that the “cold” technology could serve people in the “warm” way (Hinton & Hjorth, 2013). Furthermore, mobile media also has a large portion in the contemporary society. With the high popularity of smartphones, those apps won a place in the social media market, and play an important role in people’s daily life. The portable characteristic of smartphone makes a great condition for the development of apps, people would use those apps anytime and everywhere. In this circumstance, there is an enormous opportunity for promote my project, users could interactively communicate with various social media platforms about new information.

In conclude, web 2.0 is a great development in the history of internet. User-centred pattern is the megatrends which should become more humanisation and convenience, but it also has difficult problem in recent stage. It seems a double-edged sword which necessary but chaotic in the development of internet.





Hinton, S., & Hjorth, L. (2013). Understanding social media. Sage.


o’Reilly, T. (2009). What is web 2.0. ” O’Reilly Media, Inc.”.


Doug, G. (2012). Have online comment sections become ‘a joke’. CNN.


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