Fu 21102008 Arla
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Transcript of 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?
4
5
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/
7
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
8
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