Web 2.0 and Beyond

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Chapter 3

Architecture of Participation

T

         subtle founding principles

of Web 2.0. It builds on the idea of user-generated content and feeds directly into the

enormous scale of data that Web 2.0 services are collecting. e key to understanding it

is to give equal weight to both words: this is about technical architecture as much as par-

ticipation, and at the most basic level this means that a service can be designed to facili-

tate mass user participation and improve its own performance as a consequence. As Allan

Vermeulen, Chief Technology Ocer at Amazon, told the founding Web 2.0 conferen