Introduction to Popular Culture Studies

Where Web 2.0 Went Wrong Part 3

Posted by toripatterson504 on February 15, 2017


The word reciprocity is mentioned several times in this section of Where Web 2.0 Went Wrong. The word reciprocity signifies the practice of exchanging things with others for mutual benefit. Mutual benefit means that both participants would receive recognition. What I’m hinting to is the use of the word “selfish”. If music and various types of media content is meant to be shared how are the people who share these files selfish. I understand the point that the book is making by mentioning this practice, but I would have to say that I disagree with it. Looking at this industry in terms of reciprocity then we must understand that there is something to gain from both parties. I feel that if the media content isn’t being shared for second hand profit then I believe it could be beneficial for social and economic value.


The book makes an interesting point in discussing the capitalistic society that’s we are used to experiencing. In this case a private industry could very much so be socially damaging. It’s understood that nothing is free, but should participation come with a cost? The Give Back? You have to get into the very thing that promotes audience participation. Speaking from personal experience the continuous take down notices stunt and in most cases forfeit audience participation. For this industry to work interchangeably it has to be “give and take” instead of being one-sided. My favorite example from this chapter would have to be the group Nine Inch Nails providing free downloads of its album. They received a lot of backlash for giving away content, but the band strategically set their supporters up. This was their way of thanking their fans which had a RECIPRICAL affect for future material. This is why “free” is never really free Its just strategic!



2 Responses to “Where Web 2.0 Went Wrong Part 3”

  1. jasendavis said

    I agree to an extent. It is reciprocal in that direct consumption both fulfils our need for information and the producer’s need to monetize what they have created. Secondary sharing is reciprocal in that it connects us, gives the sharers a sense of worth, but also gives the secondary consumer some enjoyment. It can’t be measured in only equal trades, because motivations differ.

  2. vene131 said

    I am totally Team Non Selfish over here. I watch a lot of YouTube videos, and every time a YouTuber uses a song they link the original in their description and if someone likes it you just go find that artist and download it from iTunes or something. I think it is a great from of advertisement for artists.

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