From Spectator to Performer


From Spectator to Performer

MECO6936 Assignment 3   Agatha Zhu, Student ID: 450289569

Tutorial Time: Kai Thursday 12am-15pm


As a notion, Web 2.0 maybe not be well-known by some people, while most people are skilled in using those Internet products derived from Web 2.0, such as Facebook, Twitter, You Tube and Wiki. As the concept UCC (User Created Content) advent in Web 2.0 environment, the most obvious change is that contemporary media audience has a nearly equal position with traditional content producers to distribute information on Internet (Napoli, 2010). Web 2.0 has replaced Web 1.0 becoming the most popular Internet form, which provide platforms for normal netizens to create diverse contents. People can upload contents they interested in and share the links to other people in a suitable social media platform. For instance, Baidu Document create a space for people to share document resources. People can find and download novels, academic articles, teaching resources, products introductions and some other types’ documents on this platform. Baidu Document create nothing except the platform itself, but the contents on it become more plentiful and flexible. So, it is obvious, Web 2.0 is shifting people’s character from one-way audience to participator.


Hinton (2013) point out that old media structure decentralizes media content control, so majority content which was controlled by few powerful people is shifting its producer. Hinton simply introduced the background of Web 2.0 first, and explored the ways of media commercialization. The author clearly explained the characteristic of Web 1.0 and Web 2.0, and made MSN as an example to help people distinguishing the differences between Web 1.0 and Web 2.0. The explored sections connect Web 2.0 with business and production. As a platform, Web 2.0 provide more convenience for users to create and distribute content so that customers can manage their own business with more freedom (Hinton, 2013). Last but not the least, the article highlighted the significant role of social media from the economy to politics in contemporary society. Hinton (2013) noted that many existing media models are replaced by new forms under the influence of social media.

The Core Concept of Web 2.0

The core concept of Web 2.0 is participation, which is constituted by three main notions — diversification, open platform and sharing.

Large number of servers are demanded by a busy website to run regularly, and technic service cannot consider as good as human does (Hinton, 2013). Web 2.0 reduce requirements for participation which means more people can play a role in Internet society. People who can just use limited services provided by several powerful producers in Web 1.0 can also upload their own views, images and videos on website now. This qualitative change motive people’s enthusiasm to participate what they interested in. For instance, Chinese media institutions are highly controlled by the government so that Chinese media was a one-way system in past long time. The only way for normal audience to reflect their options about a TV program is to write letters for TV station and almost impossible for them to get reply from TV station. As a new production in Web 2.0, Microblog (Chinese Twitter) has become the most popular open platform for people to express their personal views and share interesting things. TV stations can quickly get feedbacks from audience and reply them.

Web 2.0 focus on create opening platforms for people to produce content rather than control content. Benkler (2006) pointed out that individual activities are active more in the new free environment, which promise the democratic participation with a great development prospect as a platform. Less control means more freedom, and more freedom means growing attraction. The picture below contrast users in Web 1.0 and Web 2.0. It is obvious that information output is the main feature in Web 1.0 so that both users and content were very limited. By contrast, the mostly read-only Web became the wildly read-write Web. As a result, not only Internet users grow rapidly in Web 2.0, but also the traditional data terminal has been replaced by collective intelligence.

web1vs web2

Sharing is another advantage of Web 2.0. Taking You Tube as an example, it gives maximum freedom for users to upload their own video products and provides many convenient sharing options for users to share the content in You Tube to other platforms, such as Twitter, Facebook and Blogger. As a common platform, You Tube is not only seen as a commercial enterprise which enable ordinary citizens to participate, but also highly reflect the broader trend of cultural production modes in new Internet environment (Burgess, 2013).

屏幕快照 2017-04-28 00.04.34

Overall, Web 2.0 creates a new Network environment providing platforms for net users to produce and share web content by themselves free.

Case Study

Baidu Cloud will be explained as a case study in this section.

If a teacher want to share a personal document to one of her student, she can send it through email. If she wants to share it with 10 students, she might have to input ten email addresses. But how about 100 students or 1000 students? USYD provides the Blackboard System for teachers to share teaching resources with their students, but it just allows the class’s students entering.

Baidu Cloud has similar function to Blackboard, but it is a platform opening for ordinary users. Everyone can register a free account. People can upload multiple types things on it, such as pictures, documents, videos, music and novels. People can easily share every single document or packed files with other people through send the links and extracted code (similar to PIN). People can only open the one shared, so that the users’ other documents can be well protected. Users can organize groups in this platform, sharing links or chatting in the group dialog box. Meanwhile, Baidu Cloud provides huge free cloud capacity for users to store their document. The only problem is Baidu Cloud cannot protect copy right very well. For example, so long as a person bought a movie lawful from a video website and download it, he can upload this movie on Baidu Cloud and share it to others limitless because the movie is considered as his private document.

屏幕快照 2017-04-28 04.08.07

In this case, Baidu Cloud designed the primary frame, but it is run by users. It changed previous ways to get document from some particularly websites. Not only producer groups have been expanded to individual people, but also available to use in different mobile devices.

How Web 2.0 Apply to the Campaign ‘The Con’

To expand popularity of the campaign ‘The Con’, a series of advertising was designed to promote on social media platforms, especially Facebook, You Tube, Twitter, We Chat and Microblog. First, these platforms meet the requirement — free. Second, all of them are very popular now and people use them frequently, so it increases the chances for people to know this campaign. Third, these social media platforms provide message services, so that the audiences’ feedback can timely collected by ‘The Con’ organizers. Forth, link sharing can be easy and quickly finished in these social media platforms. The advantages of Web 2.0 are comprehensive applied to the campaign ‘The Con’ 


User-focused business models represent the main feature of Web 2.0 (Hinton, 2013). The two-way model makes previous Internet spectators shift to performers in modern net society. Always on’ mobile media make it possible for ordinary people to use different social media apps in all times and places. Web 2.0 break the limitations in time, space, culture, region, race, knowledge and many other areas. Internet become the most active market currently, which has set foot on every corner of our life developing with our realistic world.




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