CardMarketing 2.0

For a fabulous explanation of Web 2.0, check out this cool little number on Vidipedia, the free video encyclopedia. Web 2.0, it concludes, requires us to rethink a number of key concepts, including copyright, authorship, ethics, aesthetics, governance, privacy, commerce and, if that wasn't enough already, identity and ourselves.

In the sixties, seventies and early eighties, post-structuralism was a theory focused on the destruction of hierarchies, grand narratives, structured thought and the structures of power. Well, perhaps Web 2.0 is the theory turned practice, the arrival of genuine democracy, genuine equality and genuine, critical thought.

Web 2.0, it's clear, is about more than mere technology, the 'second generation' of the internet; it's about the emancipation of the individual, the empowerment of the individual as consumer. As a company, you can't choose to adopt Web 2.0, because, as the 'narrative' of modernity, it will choose you.