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Computer Science Chapman & Hall/CRC TEXTBOOKS IN COMPUTING Web 2.0 and Beyond: Principles and Technologies draws on the author’s iceberg model of Web 2.0, which places the Social Web at the tip of the iceberg underpinned by a framework of technologies and ideas. The author incorporates research from a range of areas, including business, economics, information science, law, media studies, psychology, social informatics and sociology. This multidisciplinary perspective illustrates not only the wide implications of computing but also how other areas interpret what computer science is doing. After an introductory chapter, the book is divided into three sections. The first one discusses the underlying ideas and principles, including user-generated content, the architecture of participation, data on an epic scale, harnessing the power of the crowd, openness and the network effect and Web topology. The second section chronologically covers the main types of Web 2.0 services—blogs, wikis, social networks, media sharing sites, social bookmarking and microblogging. Each chapter in this section looks at how the service is used, how it was developed and the technology involved, important research themes and findings from the literature. The final section presents the technologies and standards that underpin the operation of Web 2.0 and goes beyond this to explore such topics as the Semantic Web, cloud computing and Web Science. Suitable for nonexperts, students and computer scientists, this book provides an accessible and engaging explanation of Web 2.0 and its wider context yet is still grounded in the rigour of computer science. It takes readers through all aspects of Web 2.0, from the development of technologies to current services. K11407 K11407_Cover.indd 1 4/13/12 4:19 PM WEB 2.0 and BEYOND Principles and Technologies CHAPMAN & HALL/CRC TEXTBOOKS IN COMPUTING Series Editors John Impagliazzo Andrew McGettrick Professor Emeritus, Hofstra University Department of Computer and Information Sciences University of Strathclyde Aims and Scope This series covers traditional areas of computing, as well as related technical areas, such as software engineering, artificial intelligence, computer engineering, information systems, and information technology. The series will accommodate textbooks for undergraduate and gradu- ate students, generally adhering to worldwide curriculum standards from professional societ- ies. The editors wish to encourage new and imaginative ideas and proposals, and are keen to help and encourage new authors. The editors welcome proposals that: provide groundbreaking and imaginative perspectives on aspects of computing; present topics in a new and exciting context; open up opportunities for emerging areas, such as multi-media, security, and mobile systems; capture new developments and applications in emerging fields of computing; and address topics that provide support for computing, such as mathematics, statistics, life and physical sciences, and business. Published Titles Pascal Hitzler, Markus Krötzsch, and Sebastian Rudolph, Foundations of Semantic Web Technologies Uvais Qidwai and C.H. Chen, Digital Image Processing: An Algorithmic Approach with MATLAB® Henrik Bærbak Christensen, Flexible, Reliable Software: Using Patterns and Agile Development John S. Conery, Explorations in Computing: An Introduction to Computer Science Lisa C. Kaczmarczyk, Computers and Society: Computing for Good Mark J. Johnson, A Concise Introduction to Programming in Python Paul Anderson, Web 2.0 and Beyond: Principles and Technologies Chapman & Hall/CRC TEXTBOOKS IN COMPUTING WEB 2.0 and BEYOND Principles and Technologies Paul Anderson Cover Image: Makoto Uchida and Susumu Shirayama. Formation of patterns from complex networks. Journal of Visu- alization, Vol. 10, No. 3, pp. 253--256, (2007). http://www.race.u-tokyo.ac.jp/~uchida/blogdata/ Used with permission. CRC Press Taylor & Francis Group 6000 Broken Sound Parkway NW, Suite 300 Boca Raton, FL 33487-2742 © 2012 by Taylor & Francis Group, LLC CRC Press is an imprint of Taylor & Francis Group, an Informa business No claim to original U.S. Government works Version Date: 20120521 International Standard Book Number-13: 978-1-4398-2868-7 (eBook - PDF) This book contains information obtained from authentic and highly regarded sources. Reasonable efforts have been made to publish reliable data and information, but the author and publisher cannot assume responsibility for the valid- ity of all materials or the consequences of their use. The authors and publishers have attempted to trace the copyright holders of all material reproduced in this publication and apologize to copyright holders if permission to publish in this form has not been obtained. If any copyright material has not been acknowledged please write and let us know so we may rectify in any future reprint. Except as permitted under U.S. Copyright Law, no part of this book may be reprinted, reproduced, transmitted, or uti- lized in any form by any electronic, mechanical, or other means, now known or hereafter invented, including photocopy- ing, microfilming, and recording, or in any information storage or retrieval system, without written permission from the publishers. For permission to photocopy or use material electronically from this work, please access www.copyright.com (http:// www.copyright.com/) or contact the Copyright Clearance Center, Inc. (CCC), 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400. CCC is a not-for-profit organization that provides licenses and registration for a variety of users. For organizations that have been granted a photocopy license by the CCC, a separate system of payment has been arranged. Trademark Notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. Visit the Taylor & Francis Web site at http://www.taylorandfrancis.com and the CRC Press Web site at http://www.crcpress.com Dedicated to my mother and father, Ruth and David Anderson Contents Preface, xix Acknowledgements, xxiii About the Author, xxv Introduction, xxvii CHAPTER 1 ◾ What Is Web 2.0? 1 1.1 THE DOT-COM BOOM AND BUST 1 1.2 THE EMERGENCE OF WEB 2.0 2 1.3 CONTROVERSY AROUND THE WEB 2.0 MONIKER 3 1.4 O’REILLY’S WEB 2.0 6 1.4.1 e Web as Platform 7 1.4.2 End of the Soware Release Cycle 7 1.4.3 Lightweight Programming Models 8 1.4.4 Soware above the Level of a Single Device 8 1.4.5 Rich User Experiences 8 1.4.6 Harnessing Collective Intelligence 9 1.4.7 Data Is the Next ‘Intel Inside’ 9 1.5 SO, WHAT IS WEB 2.0? 10 1.5.1 Evolution versus Revolution 10 1.5.2 e Remorseless Logic of the Link 11 1.6 THE ICEBERG MODEL 11 vii viii ◾ Contents SECTION I The Six Big Ideas CHAPTER 2 ◾ User-Generated Content 15 2.1 WHY PEOPLE DO IT 16 2.2 SCALE OF ACTIVITY 17 2.3 THE PROBLEM WITH USER-GENERATED CONTENT 18 2.3.1 e Roots of UGC 20 2.3.2 User-Generated or Content? 20 2.4 THE VALUE OF UGC AS A TERM 21 EXERCISES AND POINTS TO PONDER 22 FURTHER READING 22 CHAPTER 3 ◾ Architecture of Participation 23 3.1 HISTORY OF ARCHITECTURE OF PARTICIPATION 24 3.2 DESIGNING FOR PARTICIPATION 25 3.2.1 Patterns for Participation 26 EXERCISES AND POINTS TO PONDER 27 FURTHER READING 27 CHAPTER 4 ◾ Data on an Epic Scale 29 4.1 A SHORT HISTORY OF SEARCH 30 4.1.1 Wandering the World Wide Web 31 4.1.2 Web Crawler, Page Ranking, and the Full Text Search 31 4.1.3 Alta Vista and the Application of Computational Brawn 33 4.1.4 Yahoo! and the Value of the Clickstream 33 4.1.5 Google, Popularity and the PageRank Algorithm 34 4.2 THE WEB GOES COMMERCIAL 35 4.3 WORKING AT THE INTERNET SCALE 36 4.4 USING THE EPIC SCALE OF DATA 38 EXERCISES AND POINTS TO PONDER 39 FURTHER READING 39 CHAPTER 5 ◾ Harnessing the Power of the Crowd 41 5.1 THE WISDOM OF CROWDS 42 5.2 COLLECTIVE INTELLIGENCE 44 5.2.1 A Philosophy of Collective Intelligence 44 Contents ◾ ix 5.3 HARNESSING THE POWER OF THE CROWD 45 5.3.1 Explicit Collaboration 46 5.3.2 Explicit Aggregation 47 5.3.3 Implicit Aggregation 49 5.4 HARNESSING THE POWER OF CRITICAL THINKING 50 EXERCISES AND POINTS TO PONDER 50 FURTHER READING 51 CHAPTER 6 ◾ Openness 53 6.1 THE ROOTS OF OPENNESS ON THE WEB 54 6.1.1 A Short History of the Internet 54 6.1.2 Ethos of Early Internet Development 57 6.2 PRINCIPLES OF OPENNESS 58 6.2.1 Net Neutrality 58 6.2.2 Universality 59 6.2.3 Decentralisation 60 6.2.4 Layered Architecture 60 6.2.5 e Implication of Openness 61 6.3 OPENNESS IN PRACTICE 61 6.3.1 Open Standards 62 6.3.2 Free and Open Source Soware 63 6.3.3 Creative Commons 65 6.3.4 Open Data 65 6.4 APPLYING IDEAS OF OPENNESS TO WEB 2.0 66 6.4.1 Open APIs 66 EXERCISES AND POINTS TO PONDER 67 FURTHER READING 67 CHAPTER 7 ◾ The Network Effect and Web Topology: What Size and Shape Is the Web and Why Does It Matter? 69 7.1 THE NETWORK EFFECT 70 7.1.1 Metcalfe’s Law and Its Critics 71 7.1.1.1 Metcalfe’s Law and the Dot-com Boom and Bust 73 7.1.2 Metcalfe on Steroids: Reed’s Law 74 7.1.3 A Refutation of Metcalfe and Reed 75 7.1.4 e Debate Continues 76 x ◾ Contents 7.2 WEB TOPOLOGY 78 7.2.1 Power Laws 79 7.2.1.1 Power Law 81 7.2.1.2 Power Laws by Other Names: Zipf and Pareto 83 7.2.2 Scale-Free Networks 84 7.2.3 Small Worlds 86 7.2.3.1 Small Worlds and the Web 88 7.2.4 e Bow-Tie Model 91 7.2.4.1 Or Is It a Teapot? 93 7.2.5 Power Laws, Small Worlds and Web 2.0 93 EXERCISES AND POINTS TO PONDER 94 FURTHER READING 95 SECTION II Web 2.0 Services CHAPTER 8 ◾ Blogs 99 8.1 INTRODUCTION TO BLOGS 99 8.1.1 Categories and Tags 100 8.1.2 Comments 101 8.1.3 Archive 103 8.2
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