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The World Wide Web (also known as WWW or simply the Web^[1]) is an information system that enables content sharing over the Internet through user-friendly ways meant to appeal to users beyond IT specialists and hobbyists.^[2] It allows documents and other web resources to be accessed over the Internet according to specific rules of the Hypertext Transfer Protocol (HTTP).^[3]

The Web was invented by English computer scientist Tim Berners-Lee while at CERN in 1989 and opened to the public in 1993. It was conceived as a "universal linked information system".^[4][5][6] Documents and other media content are made available to the network through web servers and can be accessed by programs such as web browsers. Servers and resources on the World Wide Web are identified and located through character strings called uniform resource locators (URLs).

The original and still very common document type is a web page formatted in Hypertext Markup Language (HTML). This markup language supports plain text, images, embedded video and audio contents, and scripts (short programs) that implement complex user interaction. The HTML language also supports hyperlinks (embedded URLs) which provide immediate access to other web resources. Web navigation, or web surfing, is the common practice of following such hyperlinks across multiple websites. Web applications are web pages that function as application software. The information in the Web is transferred across the Internet using HTTP. Multiple web resources with a common theme and usually a common domain name make up a website. A single web server may provide multiple websites, while some websites, especially the most popular ones, may be provided by multiple servers. Website content is provided by a myriad of companies, organizations, government agencies, and individual users; and comprises an enormous amount of educational, entertainment, commercial, and government information.

The Web has become the world's dominant information systems platform.^{[7][8][9][10]} It is the primary tool that billions of people worldwide use to interact with the Internet.^[3]

The Web was invented by English computer scientist Tim Berners-Lee while working at CERN.^[11][12] He was motivated by the problem of storing, updating, and finding documents and data files in that large and constantly changing organization, as well as distributing them to collaborators outside CERN. In his design, Berners-Lee dismissed the common tree structure approach, used for instance in the existing CERNDOC documentation system and in the Unix filesystem, as well as approaches that relied on tagging files with keywords, as in the VAX/NOTES system. Instead he adopted concepts he had put into practice with his private ENQUIRE system (1980) built at CERN. When he became aware of Ted Nelson's hypertext model (1965), in which documents can be linked in unconstrained ways through hyperlinks associated with "hot spots" embedded in the text, it helped to confirm the validity of his concept.^[13][14]

The model was later popularized by Apple's HyperCard system. Unlike Hypercard, Berners-Lee's new system from the outset was meant to support links between multiple databases on independent computers, and to allow simultaneous access by many users from any computer on the Internet. He also specified that the system should eventually handle other media besides text, such as graphics, speech, and video. Links could refer to mutable data files, or even fire up programs on their server computer. He also conceived "gateways" that would allow access through the new system to documents organized in other ways (such as traditional computer file systems or the Usenet). Finally, he insisted that the system should be decentralized, without any central control or coordination over the creation of links.^{[5][15][11][12]}

Berners-Lee submitted a proposal to CERN in May 1989, without giving the system a name.^[5] He got a working system implemented by the end of 1990, including a browser called WorldWideWeb (which became the name of the project and of the network) and an HTTP server running at CERN. As part of that development he defined the first version of the HTTP protocol, the basic URL syntax, and implicitly made HTML the primary document format.^[16] The technology was released outside CERN to other research institutions starting in January 1991, and then to the whole Internet on 23 August 1991. The Web was a success at CERN, and began to spread to other scientific and academic institutions. Within the next two years, there were 50 websites created.^[17][18]

CERN made the Web protocol and code available royalty free in 1993, enabling its widespread use.^[19][20] After the NCSA released the Mosaic web browser later that year, the Web's popularity grew rapidly as thousands of websites sprang up in less than a year.^[21][22] Mosaic was a graphical browser that could display inline images and submit forms that were processed by the HTTPd server.^[23][24] Marc Andreessen and Jim Clark founded Netscape the following year and released the Navigator browser, which introduced Java and JavaScript to the Web. It quickly became the dominant browser. Netscape became a public company in 1995 which triggered a frenzy for the Web and started the dot-com bubble.^[25] Microsoft responded by developing its own browser, Internet Explorer, starting the browser wars. By bundling it with Windows, it became the dominant browser for 14 years.^[26]

Berners-Lee founded the World Wide Web Consortium (W3C) which created XML in 1996 and recommended replacing HTML with stricter XHTML.^[27] In the meantime, developers began exploiting an IE feature called XMLHttpRequest to make Ajax applications and launched the Web 2.0 revolution. Mozilla, Opera, and Apple rejected XHTML and created the WHATWG which developed HTML5.^[28] In 2009, the W3C conceded and abandoned XHTML.^[29] In 2019, it ceded control of the HTML specification to the WHATWG.^[30]

The World Wide Web has been central to the development of the Information Age and is the primary tool billions of people use to interact on the Internet.^{[31][32][33][10]}

Tim Berners-Lee states that World Wide Web is officially spelled as three separate words, each capitalised, with no intervening hyphens.^[34] Use of the www prefix has been declining, especially when web applications sought to brand their domain names and make them easily pronounceable. As the mobile web grew in popularity,^[35] services like Gmail.com, Outlook.com, Myspace.com, Facebook.com and Twitter.com are most often mentioned without adding "www." (or, indeed, ".com") to the domain.^[36]

In English, www is usually read as double-u double-u double-u.^[37] Some users pronounce it dub-dub-dub, particularly in New Zealand.^[38] Stephen Fry, in his "Podgrams" series of podcasts, pronounces it wuh wuh wuh.^[39] The English writer Douglas Adams once quipped in The Independent on Sunday (1999): "The World Wide Web is the only thing I know of whose shortened form takes three times longer to say than what it's short for".^[40]

The terms Internet and World Wide Web are often used without much distinction. However, the two terms do not mean the same thing. The Internet is a global system of computer networks interconnected through telecommunications and optical networking. In contrast, the World Wide Web is a global collection of documents and other resources, linked by hyperlinks and URIs. Web resources are accessed using HTTP or HTTPS, which are application-level Internet protocols that use the Internet transport protocols.^[3]

Viewing a web page on the World Wide Web normally begins either by typing the URL of the page into a web browser or by following a hyperlink to that page or resource. The web browser then initiates a series of background communication messages to fetch and display the requested page. In the 1990s, using a browser to view web pages—and to move from one web page to another through hyperlinks—came to be known as 'browsing,' 'web surfing' (after channel surfing), or 'navigating the Web'. Early studies of this new behaviour investigated user patterns in using web browsers. One study, for example, found five user patterns: exploratory surfing, window surfing, evolved surfing, bounded navigation and targeted navigation.^[41]

The following example demonstrates the functioning of a web browser when accessing a page at the URL http://example.org/home.html. The browser resolves the server name of the URL (example.org) into an Internet Protocol address using the globally distributed Domain Name System (DNS). This lookup returns an IP address such as 203.0.113.4 or 2001:db8:2e::7334. The browser then requests the resource by sending an HTTP request across the Internet to the computer at that address. It requests service from a specific TCP port number that is well known for the HTTP service so that the receiving host can distinguish an HTTP request from other network protocols it may be servicing. HTTP normally uses port number 80 and for HTTPS it normally uses port number 443. The content of the HTTP request can be as simple as two lines of text:

GET /home.html HTTP/1.1
Host: example.org

The computer receiving the HTTP request delivers it to web server software listening for requests on port 80. If the web server can fulfil the request it sends an HTTP response back to the browser indicating success:

HTTP/1.1 200 OK
Content-Type: text/html; charset=UTF-8

followed by the content of the requested page. Hypertext Markup Language (HTML) for a basic web page might look like this:

<html>
  <head>
    <title>Example.org – The World Wide Web</title>
  </head>
  <body>
    <p>The World Wide Web, abbreviated as WWW and commonly known ...</p>
  </body>
</html>

The web browser parses the HTML and interprets the markup (<title>, <p> for paragraph, and such) that surrounds the words to format the text on the screen. Many web pages use HTML to reference the URLs of other resources such as images, other embedded media, scripts that affect page behaviour, and Cascading Style Sheets that affect page layout. The browser makes additional HTTP requests to the web server for these other Internet media types. As it receives their content from the web server, the browser progressively renders the page onto the screen as specified by its HTML and these additional resources.

Hypertext Markup Language (HTML) is the standard markup language for creating web pages and web applications. With Cascading Style Sheets (CSS) and JavaScript, it forms a triad of cornerstone technologies for the World Wide Web.^[42]

Web browsers receive HTML documents from a web server or from local storage and render the documents into multimedia web pages. HTML describes the structure of a web page semantically and originally included cues for the appearance of the document.

HTML elements are the building blocks of HTML pages. With HTML constructs, images and other objects such as interactive forms may be embedded into the rendered page. HTML provides a means to create structured documents by denoting structural semantics for text such as headings, paragraphs, lists, links, quotes and other items. HTML elements are delineated by tags, written using angle brackets. Tags such as <img /> and <input /> directly introduce content into the page. Other tags such as <p> surround and provide information about document text and may include other tags as sub-elements. Browsers do not display the HTML tags, but use them to interpret the content of the page.

HTML can embed programs written in a scripting language such as JavaScript, which affects the behaviour and content of web pages. Inclusion of CSS defines the look and layout of content. The World Wide Web Consortium (W3C), maintainer of both the HTML and the CSS standards, has encouraged the use of CSS over explicit presentational HTML since 1997.^[update][43]

Most web pages contain hyperlinks to other related pages and perhaps to downloadable files, source documents, definitions and other web resources. In the underlying HTML, a hyperlink looks like this: <a href="http://example.org/home.html">Example.org Homepage</a>.

Such a collection of useful, related resources, interconnected via hypertext links is dubbed a web of information. Publication on the Internet created what Tim Berners-Lee first called the WorldWideWeb (in its original CamelCase, which was subsequently discarded) in November 1990.^[44]

The hyperlink structure of the web is described by the webgraph: the nodes of the web graph correspond to the web pages (or URLs) the directed edges between them to the hyperlinks. Over time, many web resources pointed to by hyperlinks disappear, relocate, or are replaced with different content. This makes hyperlinks obsolete, a phenomenon referred to in some circles as link rot, and the hyperlinks affected by it are often called "dead" links. The ephemeral nature of the Web has prompted many efforts to archive websites. The Internet Archive, active since 1996, is the best known of such efforts.

Many hostnames used for the World Wide Web begin with www because of the long-standing practice of naming Internet hosts according to the services they provide. The hostname of a web server is often www, in the same way that it may be ftp for an FTP server, and news or nntp for a Usenet news server. These hostnames appear as Domain Name System (DNS) or subdomain names, as in www.example.com. The use of www is not required by any technical or policy standard and many websites do not use it; the first web server was nxoc01.cern.ch.^[45] According to Paolo Palazzi, who worked at CERN along with Tim Berners-Lee, the popular use of www as subdomain was accidental; the World Wide Web project page was intended to be published at www.cern.ch while info.cern.ch was intended to be the CERN home page; however the DNS records were never switched, and the practice of prepending www to an institution's website domain name was subsequently copied.^{[46][better source needed]} Many established websites still use the prefix, or they employ other subdomain names such as www2, secure or en for special purposes. Many such web servers are set up so that both the main domain name (e.g., example.com) and the www subdomain (e.g., www.example.com) refer to the same site; others require one form or the other, or they may map to different web sites. The use of a subdomain name is useful for load balancing incoming web traffic by creating a CNAME record that points to a cluster of web servers. Since, currently^{[as of?]}, only a subdomain can be used in a CNAME, the same result cannot be achieved by using the bare domain root.^{[47][dubious – discuss]}

When a user submits an incomplete domain name to a web browser in its address bar input field, some web browsers automatically try adding the prefix "www" to the beginning of it and possibly ".com", ".org" and ".net" at the end, depending on what might be missing. For example, entering "microsoft" may be transformed to http://www.microsoft.com/ and "openoffice" to http://www.openoffice.org. This feature started appearing in early versions of Firefox, when it still had the working title 'Firebird' in early 2003, from an earlier practice in browsers such as Lynx.^{[48][unreliable source?]} It is reported that Microsoft was granted a US patent for the same idea in 2008, but only for mobile devices.^[49]

The scheme specifiers http:// and https:// at the start of a web URI refer to Hypertext Transfer Protocol or HTTP Secure, respectively. They specify the communication protocol to use for the request and response. The HTTP protocol is fundamental to the operation of the World Wide Web, and the added encryption layer in HTTPS is essential when browsers send or retrieve confidential data, such as passwords or banking information. Web browsers usually automatically prepend http:// to user-entered URIs, if omitted.^{[citation needed]}

A web page (also written as webpage) is a document that is suitable for the World Wide Web and web browsers. A web browser displays a web page on a monitor or mobile device.

The term web page usually refers to what is visible, but may also refer to the contents of the computer file itself, which is usually a text file containing hypertext written in HTML or a comparable markup language. Typical web pages provide hypertext for browsing to other web pages via hyperlinks, often referred to as links. Web browsers will frequently have to access multiple web resource elements, such as reading style sheets, scripts, and images, while presenting each web page.

On a network, a web browser can retrieve a web page from a remote web server. The web server may restrict access to a private network such as a corporate intranet. The web browser uses the Hypertext Transfer Protocol (HTTP) to make such requests to the web server.

A static web page is delivered exactly as stored, as web content in the web server's file system. In contrast, a dynamic web page is generated by a web application, usually driven by server-side software. Dynamic web pages are used when each user may require completely different information, for example, bank websites, web email etc.

A static web page (sometimes called a flat page/stationary page) is a web page that is delivered to the user exactly as stored, in contrast to dynamic web pages which are generated by a web application.

Consequently, a static web page displays the same information for all users, from all contexts, subject to modern capabilities of a web server to negotiate content-type or language of the document where such versions are available and the server is configured to do so.

A server-side dynamic web page is a web page whose construction is controlled by an application server processing server-side scripts. In server-side scripting, parameters determine how the assembly of every new web page proceeds, including the setting up of more client-side processing.

A client-side dynamic web page processes the web page using JavaScript running in the browser. JavaScript programs can interact with the document via Document Object Model, or DOM, to query page state and alter it. The same client-side techniques can then dynamically update or change the DOM in the same way.

A dynamic web page is then reloaded by the user or by a computer program to change some variable content. The updating information could come from the server, or from changes made to that page's DOM. This may or may not truncate the browsing history or create a saved version to go back to, but a dynamic web page update using Ajax technologies will neither create a page to go back to nor truncate the web browsing history forward of the displayed page. Using Ajax technologies the end user gets one dynamic page managed as a single page in the web browser while the actual web content rendered on that page can vary. The Ajax engine sits only on the browser requesting parts of its DOM, the DOM, for its client, from an application server.

Dynamic HTML, or DHTML, is the umbrella term for technologies and methods used to create web pages that are not static web pages, though it has fallen out of common use since the popularization of AJAX, a term which is now itself rarely used. Client-side-scripting, server-side scripting, or a combination of these make for the dynamic web experience in a browser.^{[citation needed]}

JavaScript is a scripting language that was initially developed in 1995 by Brendan Eich, then of Netscape, for use within web pages.^[50] The standardised version is ECMAScript.^[50] To make web pages more interactive, some web applications also use JavaScript techniques such as Ajax (asynchronous JavaScript and XML). Client-side script is delivered with the page that can make additional HTTP requests to the server, either in response to user actions such as mouse movements or clicks, or based on elapsed time. The server's responses are used to modify the current page rather than creating a new page with each response, so the server needs only to provide limited, incremental information. Multiple Ajax requests can be handled at the same time, and users can interact with the page while data is retrieved. Web pages may also regularly poll the server to check whether new information is available.^[51]

A website^[52] is a collection of related web resources including web pages, multimedia content, typically identified with a common domain name, and published on at least one web server. Notable examples are wikipedia.org, google.com, and amazon.com.

A website may be accessible via a public Internet Protocol (IP) network, such as the Internet, or a private local area network (LAN), by referencing a uniform resource locator (URL) that identifies the site.

Websites can have many functions and can be used in various fashions; a website can be a personal website, a corporate website for a company, a government website, an organization website, etc. Websites are typically dedicated to a particular topic or purpose, ranging from entertainment and social networking to providing news and education. All publicly accessible websites collectively constitute the World Wide Web, while private websites, such as a company's website for its employees, are typically a part of an intranet.

Web pages, which are the building blocks of websites, are documents, typically composed in plain text interspersed with formatting instructions of Hypertext Markup Language (HTML, XHTML). They may incorporate elements from other websites with suitable markup anchors. Web pages are accessed and transported with the Hypertext Transfer Protocol (HTTP), which may optionally employ encryption (HTTP Secure, HTTPS) to provide security and privacy for the user. The user's application, often a web browser, renders the page content according to its HTML markup instructions onto a display terminal.

Hyperlinking between web pages conveys to the reader the site structure and guides the navigation of the site, which often starts with a home page containing a directory of the site web content. Some websites require user registration or subscription to access content. Examples of subscription websites include many business sites, news websites, academic journal websites, gaming websites, file-sharing websites, message boards, web-based email, social networking websites, websites providing real-time price quotations for different types of markets, as well as sites providing various other services. End users can access websites on a range of devices, including desktop and laptop computers, tablet computers, smartphones and smart TVs.

A web browser (commonly referred to as a browser) is a software user agent for accessing information on the World Wide Web. To connect to a website's server and display its pages, a user needs to have a web browser program. This is the program that the user runs to download, format, and display a web page on the user's computer.

In addition to allowing users to find, display, and move between web pages, a web browser will usually have features like keeping bookmarks, recording history, managing cookies (see below), and home pages and may have facilities for recording passwords for logging into websites.

The most popular browsers are Chrome, Safari, Edge, Samsung Internet and Firefox.^[53]

A Web server is server software, or hardware dedicated to running said software, that can satisfy World Wide Web client requests. A web server can, in general, contain one or more websites. A web server processes incoming network requests over HTTP and several other related protocols.

The primary function of a web server is to store, process and deliver web pages to clients.^[54] The communication between client and server takes place using the Hypertext Transfer Protocol (HTTP). Pages delivered are most frequently HTML documents, which may include images, style sheets and scripts in addition to the text content.

A user agent, commonly a web browser or web crawler, initiates communication by making a request for a specific resource using HTTP and the server responds with the content of that resource or an error message if unable to do so. The resource is typically a real file on the server's secondary storage, but this is not necessarily the case and depends on how the webserver is implemented.

While the primary function is to serve content, full implementation of HTTP also includes ways of receiving content from clients. This feature is used for submitting web forms, including uploading of files.

Many generic web servers also support scripting using Active Server Pages (ASP), PHP (Hypertext Preprocessor), or other scripting languages. This means that the behaviour of the webserver can be scripted in separate files, while the actual server software remains unchanged. Usually, this function is used to generate HTML documents dynamically ("on-the-fly") as opposed to returning static documents. The former is primarily used for retrieving or modifying information from databases. The latter is typically much faster and more easily cached but cannot deliver dynamic content.

Web servers can also frequently be found embedded in devices such as printers, routers, webcams and serving only a local network. The web server may then be used as a part of a system for monitoring or administering the device in question. This usually means that no additional software has to be installed on the client computer since only a web browser is required (which now is included with most operating systems).

Optical networking is a sophisticated infrastructure that utilizes optical fiber to transmit data over long distances, connecting countries, cities, and even private residences. The technology uses optical microsystems like tunable lasers, filters, attenuators, switches, and wavelength-selective switches to manage and operate these networks.^[55][56]

The large quantity of optical fiber installed throughout the world at the end of the twentieth century set the foundation of the Internet as it is used today. The information highway relies heavily on optical networking, a method of sending messages encoded in light to relay information in various telecommunication networks.^[57]

The Advanced Research Projects Agency Network (ARPANET) was one of the first iterations of the Internet, created in collaboration with universities and researchers 1969.^{[58][59][60][61]} However, access to the ARPANET was limited to researchers, and in 1985, the National Science Foundation founded the National Science Foundation Network (NSFNET), a program that provided supercomputer access to researchers.^[61]

Limited public access to the Internet led to pressure from consumers and corporations to privatize the network. In 1993, the US passed the National Information Infrastructure Act, which dictated that the National Science Foundation must hand over control of the optical capabilities to commercial operators.^[62][63]

The privatization of the Internet and the release of the World Wide Web to the public in 1993 led to an increased demand for Internet capabilities. This spurred developers to seek solutions to reduce the time and cost of laying new fiber and increase the amount of information that can be sent on a single fiber, in order to meet the growing needs of the public.^{[64][65][66][67]}

In 1994, Pirelli S.p.A.'s optical components division introduced a wavelength-division multiplexing (WDM) system to meet growing demand for increased data transmission. This four-channel WDM technology allowed more information to be sent simultaneously over a single optical fiber, effectively boosting network capacity.^[68][69]

Pirelli wasn't the only company that developed a WDM system; another company, the Ciena Corporation (Ciena), created its own technology to transmit data more efficiently. David Huber, an optical networking engineer and entrepreneur Kevin Kimberlin founded Ciena in 1992.^[70][71][72] Drawing on laser technology from Gordon Gould and William Culver of Optelecom, Inc., the company focused on utilizing optical amplifiers to transmit data via light.^[73][74][75] Under chief executive officer Pat Nettles, Ciena developed a dual-stage optical amplifier for dense wavelength-division multiplexing (DWDM), patented in 1997 and deployed on the Sprint network in 1996.^{[76][77][78][79][80]}

An HTTP cookie (also called web cookie, Internet cookie, browser cookie, or simply cookie) is a small piece of data sent from a website and stored on the user's computer by the user's web browser while the user is browsing. Cookies were designed to be a reliable mechanism for websites to remember stateful information (such as items added in the shopping cart in an online store) or to record the user's browsing activity (including clicking particular buttons, logging in, or recording which pages were visited in the past). They can also be used to remember arbitrary pieces of information that the user previously entered into form fields such as names, addresses, passwords, and credit card numbers.

Cookies perform essential functions in the modern web. Perhaps most importantly, authentication cookies are the most common method used by web servers to know whether the user is logged in or not, and which account they are logged in with. Without such a mechanism, the site would not know whether to send a page containing sensitive information or require the user to authenticate themselves by logging in. The security of an authentication cookie generally depends on the security of the issuing website and the user's web browser, and on whether the cookie data is encrypted. Security vulnerabilities may allow a cookie's data to be read by a hacker, used to gain access to user data, or used to gain access (with the user's credentials) to the website to which the cookie belongs (see cross-site scripting and cross-site request forgery for examples).^[81]

Tracking cookies, and especially third-party tracking cookies, are commonly used as ways to compile long-term records of individuals' browsing histories – a potential privacy concern that prompted European^[82] and U.S. lawmakers to take action in 2011.^[83][84] European law requires that all websites targeting European Union member states gain "informed consent" from users before storing non-essential cookies on their device.

Google Project Zero researcher Jann Horn describes ways cookies can be read by intermediaries, like Wi-Fi hotspot providers. When in such circumstances, he recommends using the browser in private browsing mode (widely known as Incognito mode in Google Chrome).^[85]

A web search engine or Internet search engine is a software system that is designed to carry out web search (Internet search), which means to search the World Wide Web in a systematic way for particular information specified in a web search query. The search results are generally presented in a line of results, often referred to as search engine results pages (SERPs). The information may be a mix of web pages, images, videos, infographics, articles, research papers, and other types of files. Some search engines also mine data available in databases or open directories. Unlike web directories, which are maintained only by human editors, search engines also maintain real-time information by running an algorithm on a web crawler. Internet content that is not capable of being searched by a web search engine is generally described as the deep web.

In 1990, Archie, the world's first search engine, was released. The technology was originally an index of File Transfer Protocol (FTP) sites, which was a method for moving files between a client and a server network.^[86][87] This early search tool was superseded by more advanced engines like Yahoo! in 1995 and Google in 1998.^[88][89]

Deep web diagram

Deep web vs surface web

Surface Web & Deep Web

The deep web,^[90] invisible web,^[91] or hidden web^[92] are parts of the World Wide Web whose contents are not indexed by standard web search engines. The opposite term to the deep web is the surface web, which is accessible to anyone using the Internet.^[93] Computer scientist Michael K. Bergman is credited with coining the term deep web in 2001 as a search indexing term.^[94]

The content of the deep web is hidden behind HTTP forms,^[95][96] and includes many very common uses such as web mail, online banking, and services that users must pay for, and which is protected by a paywall, such as video on demand, some online magazines and newspapers, among others.

The content of the deep web can be located and accessed by a direct URL or IP address and may require a password or other security access past the public website page.

A web cache is a server computer located either on the public Internet or within an enterprise that stores recently accessed web pages to improve response time for users when the same content is requested within a certain time after the original request. Most web browsers also implement a browser cache by writing recently obtained data to a local data storage device. HTTP requests by a browser may ask only for data that has changed since the last access. Web pages and resources may contain expiration information to control caching to secure sensitive data, such as in online banking, or to facilitate frequently updated sites, such as news media. Even sites with highly dynamic content may permit basic resources to be refreshed only occasionally. Web site designers find it worthwhile to collate resources such as CSS data and JavaScript into a few site-wide files so that they can be cached efficiently. Enterprise firewalls often cache Web resources requested by one user for the benefit of many users. Some search engines store cached content of frequently accessed websites.

For criminals, the Web has become a venue to spread malware and engage in a range of cybercrime, including (but not limited to) identity theft, fraud, espionage, and intelligence gathering.^[97] Web-based vulnerabilities now outnumber traditional computer security concerns,^[98][99] and as measured by Google, about one in ten web pages may contain malicious code.^[100] Most web-based attacks take place on legitimate websites, and most, as measured by Sophos, are hosted in the United States, China and Russia.^[101] The most common of all malware threats is SQL injection attacks against websites.^[102] Through HTML and URIs, the Web was vulnerable to attacks like cross-site scripting (XSS) that came with the introduction of JavaScript^[103] and were exacerbated to some degree by Web 2.0 and Ajax web design that favours the use of scripts.^[104] In one 2007 estimate, 70% of all websites are open to XSS attacks on their users.^[105] Phishing is another common threat to the Web. In February 2013, RSA (the security division of EMC) estimated the global losses from phishing at $1.5 billion in 2012.^[106] Two of the well-known phishing methods are Covert Redirect and Open Redirect.

Proposed solutions vary. Large security companies like McAfee already design governance and compliance suites to meet post-9/11 regulations,^[107] and some, like Finjan Holdings have recommended active real-time inspection of programming code and all content regardless of its source.^[97] Some have argued that for enterprises to see Web security as a business opportunity rather than a cost centre,^[108] while others call for "ubiquitous, always-on digital rights management" enforced in the infrastructure to replace the hundreds of companies that secure data and networks.^[109] Jonathan Zittrain has said users sharing responsibility for computing safety is far preferable to locking down the Internet.^[110]

Every time a client requests a web page, the server can identify the request's IP address. Web servers usually log IP addresses in a log file. Also, unless set not to do so, most web browsers record requested web pages in a viewable history feature, and usually cache much of the content locally. Unless the server-browser communication uses HTTPS encryption, web requests and responses travel in plain text across the Internet and can be viewed, recorded, and cached by intermediate systems. Another way to hide personally identifiable information is by using a virtual private network. A VPN encrypts traffic between the client and VPN server, and masks the original IP address, lowering the chance of user identification.

When a web page asks for, and the user supplies, personally identifiable information—such as their real name, address, e-mail address, etc. web-based entities can associate current web traffic with that individual. If the website uses HTTP cookies, username, and password authentication, or other tracking techniques, it can relate other web visits, before and after, to the identifiable information provided. In this way, a web-based organization can develop and build a profile of the individual people who use its site or sites. It may be able to build a record for an individual that includes information about their leisure activities, their shopping interests, their profession, and other aspects of their demographic profile. These profiles are of potential interest to marketers, advertisers, and others. Depending on the website's terms and conditions and the local laws that apply information from these profiles may be sold, shared, or passed to other organizations without the user being informed. For many ordinary people, this means little more than some unexpected emails in their inbox or some uncannily relevant advertising on a future web page. For others, it can mean that time spent indulging an unusual interest can result in a deluge of further targeted marketing that may be unwelcome. Law enforcement, counterterrorism, and espionage agencies can also identify, target, and track individuals based on their interests or proclivities on the Web.

Social networking sites usually try to get users to use their real names, interests, and locations, rather than pseudonyms, as their executives believe that this makes the social networking experience more engaging for users. On the other hand, uploaded photographs or unguarded statements can be identified to an individual, who may regret this exposure. Employers, schools, parents, and other relatives may be influenced by aspects of social networking profiles, such as text posts or digital photos, that the posting individual did not intend for these audiences. Online bullies may make use of personal information to harass or stalk users. Modern social networking websites allow fine-grained control of the privacy settings for each posting, but these can be complex and not easy to find or use, especially for beginners.^[111] Photographs and videos posted onto websites have caused particular problems, as they can add a person's face to an online profile. With modern and potential facial recognition technology, it may then be possible to relate that face with other, previously anonymous, images, events, and scenarios that have been imaged elsewhere. Due to image caching, mirroring, and copying, it is difficult to remove an image from the World Wide Web.

Web standards include many interdependent standards and specifications, some of which govern aspects of the Internet, not just the World Wide Web. Even when not web-focused, such standards directly or indirectly affect the development and administration of websites and web services. Considerations include the interoperability, accessibility and usability of web pages and web sites.

Web standards, in the broader sense, consist of the following:

• Recommendations published by the World Wide Web Consortium (W3C)^[112]
• "Living Standard" made by the Web Hypertext Application Technology Working Group (WHATWG)
• Request for Comments (RFC) documents published by the Internet Engineering Task Force (IETF)^[113]
• Standards published by the International Organization for Standardization (ISO)^[114]
• Standards published by Ecma International (formerly ECMA)^[115]
• The Unicode Standard and various Unicode Technical Reports (UTRs) published by the Unicode Consortium^[116]
• Name and number registries maintained by the Internet Assigned Numbers Authority (IANA)^[117]

Web standards are not fixed sets of rules but are constantly evolving sets of finalized technical specifications of web technologies.^[118] Web standards are developed by standards organizations—groups of interested and often competing parties chartered with the task of standardization—not technologies developed and declared to be a standard by a single individual or company. It is crucial to distinguish those specifications that are under development from the ones that already reached the final development status (in the case of W3C specifications, the highest maturity level).

There are methods for accessing the Web in alternative mediums and formats to facilitate use by individuals with disabilities. These disabilities may be visual, auditory, physical, speech-related, cognitive, neurological, or some combination. Accessibility features also help people with temporary disabilities, like a broken arm, or ageing users as their abilities change.^[119] The Web is receiving information as well as providing information and interacting with society. The World Wide Web Consortium claims that it is essential that the Web be accessible, so it can provide equal access and equal opportunity to people with disabilities.^[120] Tim Berners-Lee once noted, "The power of the Web is in its universality. Access by everyone regardless of disability is an essential aspect."^[119] Many countries regulate web accessibility as a requirement for websites.^[121] International co-operation in the W3C Web Accessibility Initiative led to simple guidelines that web content authors as well as software developers can use to make the Web accessible to persons who may or may not be using assistive technology.^[119][122]

The W3C Internationalisation Activity assures that web technology works in all languages, scripts, and cultures.^[123] Beginning in 2004 or 2005, Unicode gained ground and eventually in December 2007 surpassed both ASCII and Western European as the Web's most frequently used character map.^[124] Originally RFC 3986 allowed resources to be identified by URI in a subset of US-ASCII.

RFC 3987 allows more characters—any character in the Universal Character Set—and now a resource can be identified by IRI in any language.^[125]

• Berners-Lee, Tim; Bray, Tim; Connolly, Dan; Cotton, Paul; Fielding, Roy; Jeckle, Mario; Lilley, Chris; Mendelsohn, Noah; Orchard, David; Walsh, Norman; Williams, Stuart (15 December 2004). "Architecture of the World Wide Web, Volume One". W3C. Version 20041215.
• Berners-Lee, Tim (August 1996). "The World Wide Web: Past, Present and Future". W3C.
• Brügger, Niels, ed, Web25: Histories from the first 25 years of the World Wide Web (Peter Lang, 2017).
• Fielding, R.; Gettys, J.; Mogul, J.; Frystyk, H.; Masinter, L.; Leach, P.; Berners-Lee, T. (June 1999). "Hypertext Transfer Protocol – HTTP/1.1". Request For Comments 2616. Information Sciences Institute.
• Niels Brügger, ed. Web History (2010) 362 pages; Historical perspective on the World Wide Web, including issues of culture, content, and preservation.
• Polo, Luciano (2003). "World Wide Web Technology Architecture: A Conceptual Analysis". New Devices.
• Skau, H.O. (March 1990). "The World Wide Web and Health Information". New Devices.

Wikimedia Commons has media related to World Wide Web.

Wikibooks has a book on the topic of: Nets, Webs and the Information Infrastructure

• The first website
• Early archive of the first Web site
• Internet Statistics: Growth and Usage of the Web and the Internet
• Living Internet A comprehensive history of the Internet, including the World Wide Web
• World Wide Web Consortium (W3C)
• W3C Recommendations Reduce "World Wide Wait"
• World Wide Web Size Daily estimated size of the World Wide Web
• Antonio A. Casilli, Some Elements for a Sociology of Online Interactions
• The Erdős Webgraph Server Archived 1 March 2021 at the Wayback Machine offers weekly updated graph representation of a constantly increasing fraction of the WWW
• The 25th Anniversary of the World Wide Web Archived 11 July 2021 at the Wayback Machine is an animated video produced by USAID and TechChange which explores the role of the WWW in addressing extreme poverty

Websites that use technology beyond the static pages of the early Internet

Web 2.0 (also known as participative (or participatory)^[1] web and social web)^[2] refers to websites that emphasize user-generated content, ease of use, participatory culture, and interoperability (i.e., compatibility with other products, systems, and devices) for end users.

The term was coined by Darcy DiNucci in 1999^[3] and later popularized by Tim O'Reilly and Dale Dougherty at the first Web 2.0 Conference in 2004.^[4][5][6] Although the term mimics the numbering of software versions, it does not denote a formal change in the nature of the World Wide Web;^[7] the term merely describes a general change that occurred during this period as interactive websites proliferated and came to overshadow the older, more static websites of the original Web.^[2]

A Web 2.0 website allows users to interact and collaborate through social media dialogue as creators of user-generated content in a virtual community. This contrasts the first generation of Web 1.0-era websites where people were limited to passively viewing content. Examples of Web 2.0 features include social networking sites or social media sites (e.g., Facebook), blogs, wikis, folksonomies ("tagging" keywords on websites and links), video sharing sites (e.g., YouTube), image sharing sites (e.g., Flickr), hosted services, Web applications ("apps"), collaborative consumption platforms, and mashup applications.

Whether Web 2.0 is substantially different from prior Web technologies has been challenged by World Wide Web inventor Tim Berners-Lee, who describes the term as jargon.^[8] His original vision of the Web was "a collaborative medium, a place where we [could] all meet and read and write".^[9][10] On the other hand, the term Semantic Web (sometimes referred to as Web 3.0)^[11] was coined by Berners-Lee to refer to a web of content where the meaning can be processed by machines.^[12]

History

[edit]

Main article: History of the World Wide Web

Web 1.0

[edit]

Web 1.0 is a retronym referring to the first stage of the World Wide Web's evolution, from roughly 1989 to 2004. According to Graham Cormode and Balachander Krishnamurthy, "content creators were few in Web 1.0 with the vast majority of users simply acting as consumers of content".^[13] Personal web pages were common, consisting mainly of static pages hosted on ISP-run web servers, or on free web hosting services such as Tripod and the now-defunct GeoCities.^[14][15] With Web 2.0, it became common for average web users to have social-networking profiles (on sites such as Myspace and Facebook) and personal blogs (sites like Blogger, Tumblr and LiveJournal) through either a low-cost web hosting service or through a dedicated host. In general, content was generated dynamically, allowing readers to comment directly on pages in a way that was not common previously.^{[citation needed]}

Some Web 2.0 capabilities were present in the days of Web 1.0, but were implemented differently. For example, a Web 1.0 site may have had a guestbook page for visitor comments, instead of a comment section at the end of each page (typical of Web 2.0). During Web 1.0, server performance and bandwidth had to be considered—lengthy comment threads on multiple pages could potentially slow down an entire site. Terry Flew, in his third edition of New Media, described the differences between Web 1.0 and Web 2.0 as a

"move from personal websites to blogs and blog site aggregation, from publishing to participation, from web content as the outcome of large up-front investment to an ongoing and interactive process, and from content management systems to links based on "tagging" website content using keywords (folksonomy)."

Flew believed these factors formed the trends that resulted in the onset of the Web 2.0 "craze".^[16]

Characteristics

[edit]

Some common design elements of a Web 1.0 site include:^[17]

• Static pages rather than dynamic HTML.^[18]
• Content provided from the server's filesystem rather than a relational database management system (RDBMS).
• Pages built using Server Side Includes or Common Gateway Interface (CGI) instead of a web application written in a dynamic programming language such as Perl, PHP, Python or Ruby.^{[clarification needed]}
• The use of HTML 3.2-era elements such as frames and tables to position and align elements on a page. These were often used in combination with spacer GIFs.^{[citation needed]}
• Proprietary HTML extensions, such as the <blink> and <marquee> tags, introduced during the first browser war.
• Online guestbooks.
• GIF buttons, graphics (typically 88×31 pixels in size) promoting web browsers, operating systems, text editors and various other products.
• HTML forms sent via email. Support for server side scripting was rare on shared servers during this period. To provide a feedback mechanism for web site visitors, mailto forms were used. A user would fill in a form, and upon clicking the form's submit button, their email client would launch and attempt to send an email containing the form's details. The popularity and complications of the mailto protocol led browser developers to incorporate email clients into their browsers.^[19]

Web 2.0

[edit]

The term "Web 2.0" was coined by Darcy DiNucci, an information architecture consultant, in her January 1999 article "Fragmented Future":^[3][20]

"The Web we know now, which loads into a browser window in essentially static screenfuls, is only an embryo of the Web to come. The first glimmerings of Web 2.0 are beginning to appear, and we are just starting to see how that embryo might develop. The Web will be understood not as screenfuls of text and graphics but as a transport mechanism, the ether through which interactivity happens. It will [...] appear on your computer screen, [...] on your TV set [...] your car dashboard [...] your cell phone [...] hand-held game machines [...] maybe even your microwave oven."

Writing when Palm Inc. introduced its first web-capable personal digital assistant (supporting Web access with WAP), DiNucci saw the Web "fragmenting" into a future that extended beyond the browser/PC combination it was identified with. She focused on how the basic information structure and hyper-linking mechanism introduced by HTTP would be used by a variety of devices and platforms. As such, her "2.0" designation refers to the next version of the Web that does not directly relate to the term's current use.

The term Web 2.0 did not resurface until 2002.^[21][22][23] Companies such as Amazon, Facebook, Twitter, and Google, made it easy to connect and engage in online transactions. Web 2.0 introduced new features, such as multimedia content and interactive web applications, which mainly consisted of two-dimensional screens.^[24] Kinsley and Eric focus on the concepts currently associated with the term where, as Scott Dietzen puts it, "the Web becomes a universal, standards-based integration platform".^[23] In 2004, the term began to popularize when O'Reilly Media and MediaLive hosted the first Web 2.0 conference. In their opening remarks, John Battelle and Tim O'Reilly outlined their definition of the "Web as Platform", where software applications are built upon the Web as opposed to upon the desktop. The unique aspect of this migration, they argued, is that "customers are building your business for you".^[25] They argued that the activities of users generating content (in the form of ideas, text, videos, or pictures) could be "harnessed" to create value. O'Reilly and Battelle contrasted Web 2.0 with what they called "Web 1.0". They associated this term with the business models of Netscape and the Encyclopædia Britannica Online. For example,

"Netscape framed 'the web as platform' in terms of the old software paradigm: their flagship product was the web browser, a desktop application, and their strategy was to use their dominance in the browser market to establish a market for high-priced server products. Control over standards for displaying content and applications in the browser would, in theory, give Netscape the kind of market power enjoyed by Microsoft in the PC market. Much like the 'horseless carriage' framed the automobile as an extension of the familiar, Netscape promoted a 'webtop' to replace the desktop, and planned to populate that webtop with information updates and applets pushed to the webtop by information providers who would purchase Netscape servers.^[26]"

In short, Netscape focused on creating software, releasing updates and bug fixes, and distributing it to the end users. O'Reilly contrasted this with Google, a company that did not, at the time, focus on producing end-user software, but instead on providing a service based on data, such as the links that Web page authors make between sites. Google exploits this user-generated content to offer Web searches based on reputation through its "PageRank" algorithm. Unlike software, which undergoes scheduled releases, such services are constantly updated, a process called "the perpetual beta". A similar difference can be seen between the Encyclopædia Britannica Online and Wikipedia – while the Britannica relies upon experts to write articles and release them periodically in publications, Wikipedia relies on trust in (sometimes anonymous) community members to constantly write and edit content. Wikipedia editors are not required to have educational credentials, such as degrees, in the subjects in which they are editing. Wikipedia is not based on subject-matter expertise, but rather on an adaptation of the open source software adage "given enough eyeballs, all bugs are shallow". This maxim is stating that if enough users are able to look at a software product's code (or a website), then these users will be able to fix any "bugs" or other problems. The Wikipedia volunteer editor community produces, edits, and updates articles constantly. Web 2.0 conferences have been held every year since 2004, attracting entrepreneurs, representatives from large companies, tech experts and technology reporters.

The popularity of Web 2.0 was acknowledged by 2006 TIME magazine Person of The Year (You).^[27] That is, TIME selected the masses of users who were participating in content creation on social networks, blogs, wikis, and media sharing sites.

In the cover story, Lev Grossman explains:

"It's a story about community and collaboration on a scale never seen before. It's about the cosmic compendium of knowledge Wikipedia and the million-channel people's network YouTube and the online metropolis MySpace. It's about the many wresting power from the few and helping one another for nothing and how that will not only change the world but also change the way the world changes."

Instead of merely reading a Web 2.0 site, a user is invited to contribute to the site's content by commenting on published articles, or creating a user account] or profile on the site, which may enable increased participation. By increasing emphasis on these already-extant capabilities, they encourage users to rely more on their browser for user interface, application software ("apps") and file storage facilities. This has been called "network as platform" computing.^[5] Major features of Web 2.0 include social networking websites, self-publishing platforms (e.g., WordPress' easy-to-use blog and website creation tools), "tagging" (which enables users to label websites, videos or photos in some fashion), "like" buttons (which enable a user to indicate that they are pleased by online content), and social bookmarking.

Users can provide the data and exercise some control over what they share on a Web 2.0 site.^[5][28] These sites may have an "architecture of participation" that encourages users to add value to the application as they use it.^[4][5] Users can add value in many ways, such as uploading their own content on blogs, consumer-evaluation platforms (e.g. Amazon and eBay), news websites (e.g. responding in the comment section), social networking services, media-sharing websites (e.g. YouTube and Instagram) and collaborative-writing projects.^[29] Some scholars argue that cloud computing is an example of Web 2.0 because it is simply an implication of computing on the Internet.^[30]

Web 2.0 offers almost all users the same freedom to contribute,^[31] which can lead to effects that are varyingly perceived as productive by members of a given community or not, which can lead to emotional distress and disagreement. The impossibility of excluding group members who do not contribute to the provision of goods (i.e., to the creation of a user-generated website) from sharing the benefits (of using the website) gives rise to the possibility that serious members will prefer to withhold their contribution of effort and "free ride" on the contributions of others.^[32] This requires what is sometimes called radical trust by the management of the Web site.

Encyclopaedia Britannica calls Wikipedia "the epitome of the so-called Web 2.0" and describes what many view as the ideal of a Web 2.0 platform as "an egalitarian environment where the web of social software enmeshes users in both their real and virtual-reality workplaces."^[33]

According to Best,^[34] the characteristics of Web 2.0 are rich user experience, user participation, dynamic content, metadata, Web standards, and scalability. Further characteristics, such as openness, freedom,^[35] and collective intelligence^[36] by way of user participation, can also be viewed as essential attributes of Web 2.0. Some websites require users to contribute user-generated content to have access to the website, to discourage "free riding".

The key features of Web 2.0 include:^{[citation needed]}

1. Folksonomy – free classification of information; allows users to collectively classify and find information (e.g. "tagging" of websites, images, videos or links)
2. Rich user experience – dynamic content that is responsive to user input (e.g., a user can "click" on an image to enlarge it or find out more information)
3. User participation – information flows two ways between the site owner and site users by means of evaluation, review, and online commenting. Site users also typically create user-generated content for others to see (e.g., Wikipedia, an online encyclopedia that anyone can write articles for or edit)
4. Software as a service (SaaS) – Web 2.0 sites developed APIs to allow automated usage, such as by a Web "app" (software application) or a mashup
5. Mass participation – near-universal web access leads to differentiation of concerns, from the traditional Internet user base (who tended to be hackers and computer hobbyists) to a wider variety of users, drastically changing the audience of internet users.

The client-side (Web browser) technologies used in Web 2.0 development include Ajax and JavaScript frameworks. Ajax programming uses JavaScript and the Document Object Model (DOM) to update selected regions of the page area without undergoing a full page reload. To allow users to continue interacting with the page, communications such as data requests going to the server are separated from data coming back to the page (asynchronously).

Otherwise, the user would have to routinely wait for the data to come back before they can do anything else on that page, just as a user has to wait for a page to complete the reload. This also increases the overall performance of the site, as the sending of requests can complete quicker independent of blocking and queueing required to send data back to the client. The data fetched by an Ajax request is typically formatted in XML or JSON (JavaScript Object Notation) format, two widely used structured data formats. Since both of these formats are natively understood by JavaScript, a programmer can easily use them to transmit structured data in their Web application.

When this data is received via Ajax, the JavaScript program then uses the Document Object Model to dynamically update the Web page based on the new data, allowing for rapid and interactive user experience. In short, using these techniques, web designers can make their pages function like desktop applications. For example, Google Docs uses this technique to create a Web-based word processor.

As a widely available plug-in independent of W3C standards (the World Wide Web Consortium is the governing body of Web standards and protocols), Adobe Flash was capable of doing many things that were not possible pre-HTML5. Of Flash's many capabilities, the most commonly used was its ability to integrate streaming multimedia into HTML pages. With the introduction of HTML5 in 2010 and the growing concerns with Flash's security, the role of Flash became obsolete, with browser support ending on December 31, 2020.

In addition to Flash and Ajax, JavaScript/Ajax frameworks have recently become a very popular means of creating Web 2.0 sites. At their core, these frameworks use the same technology as JavaScript, Ajax, and the DOM. However, frameworks smooth over inconsistencies between Web browsers and extend the functionality available to developers. Many of them also come with customizable, prefabricated 'widgets' that accomplish such common tasks as picking a date from a calendar, displaying a data chart, or making a tabbed panel.

On the server-side, Web 2.0 uses many of the same technologies as Web 1.0. Languages such as Perl, PHP, Python, Ruby, as well as Enterprise Java (J2EE) and Microsoft.NET Framework, are used by developers to output data dynamically using information from files and databases. This allows websites and web services to share machine readable formats such as XML (Atom, RSS, etc.) and JSON. When data is available in one of these formats, another website can use it to integrate a portion of that site's functionality.

Web 2.0 can be described in three parts:

• Rich web application – defines the experience brought from desktop to browser, whether it is "rich" from a graphical point of view or a usability/interactivity or features point of view.^{[contradictory]}
• Web-oriented architecture (WOA) – defines how Web 2.0 applications expose their functionality so that other applications can leverage and integrate the functionality providing a set of much richer applications. Examples are feeds, RSS feeds, web services, mashups.
• Social Web – defines how Web 2.0 websites tend to interact much more with the end user and make the end user an integral part of the website, either by adding his or her profile, adding comments on content, uploading new content, or adding user-generated content (e.g., personal digital photos).

As such, Web 2.0 draws together the capabilities of client- and server-side software, content syndication and the use of network protocols. Standards-oriented Web browsers may use plug-ins and software extensions to handle the content and user interactions. Web 2.0 sites provide users with information storage, creation, and dissemination capabilities that were not possible in the environment known as "Web 1.0".

Web 2.0 sites include the following features and techniques, referred to as the acronym SLATES by Andrew McAfee:^[37]

Search

Finding information through keyword search.

Links to other websites

Connects information sources together using the model of the Web.

Authoring

The ability to create and update content leads to the collaborative work of many authors. Wiki users may extend, undo, redo and edit each other's work. Comment systems allow readers to contribute their viewpoints.

Tags

Categorization of content by users adding "tags" — short, usually one-word or two-word descriptions — to facilitate searching. For example, a user can tag a metal song as "death metal". Collections of tags created by many users within a single system may be referred to as "folksonomies" (i.e., folk taxonomies).

Extensions

Software that makes the Web an application platform as well as a document server. Examples include Adobe Reader, Adobe Flash, Microsoft Silverlight, ActiveX, Oracle Java, QuickTime, WPS Office and Windows Media.

Signals

The use of syndication technology, such as RSS feeds to notify users of content changes.

While SLATES forms the basic framework of Enterprise 2.0, it does not contradict all of the higher level Web 2.0 design patterns and business models. It includes discussions of self-service IT, the long tail of enterprise IT demand, and many other consequences of the Web 2.0 era in enterprise uses.^[38]

A third important part of Web 2.0 is the social web. The social Web consists of a number of online tools and platforms where people share their perspectives, opinions, thoughts and experiences. Web 2.0 applications tend to interact much more with the end user. As such, the end user is not only a user of the application but also a participant by:

• Podcasting
• Blogging
• Tagging
• Curating with RSS
• Social bookmarking
• Social networking
• Social media
• Wikis
• Web content voting: Review site or Rating site

The popularity of the term Web 2.0, along with the increasing use of blogs, wikis, and social networking technologies, has led many in academia and business to append a flurry of 2.0's to existing concepts and fields of study,^[39] including Library 2.0, Social Work 2.0,^[40] Enterprise 2.0, PR 2.0,^[41] Classroom 2.0,^[42] Publishing 2.0,^[43] Medicine 2.0,^[44] Telco 2.0, Travel 2.0, Government 2.0,^[45] and even Porn 2.0.^[46] Many of these 2.0s refer to Web 2.0 technologies as the source of the new version in their respective disciplines and areas. For example, in the Talis white paper "Library 2.0: The Challenge of Disruptive Innovation", Paul Miller argues

"Blogs, wikis and RSS are often held up as exemplary manifestations of Web 2.0. A reader of a blog or a wiki is provided with tools to add a comment or even, in the case of the wiki, to edit the content. This is what we call the Read/Write web. Talis believes that Library 2.0 means harnessing this type of participation so that libraries can benefit from increasingly rich collaborative cataloging efforts, such as including contributions from partner libraries as well as adding rich enhancements, such as book jackets or movie files, to records from publishers and others."^[47]

Here, Miller links Web 2.0 technologies and the culture of participation that they engender to the field of library science, supporting his claim that there is now a "Library 2.0". Many of the other proponents of new 2.0s mentioned here use similar methods. The meaning of Web 2.0 is role dependent. For example, some use Web 2.0 to establish and maintain relationships through social networks, while some marketing managers might use this promising technology to "end-run traditionally unresponsive I.T. department[s]."^[48]

There is a debate over the use of Web 2.0 technologies in mainstream education. Issues under consideration include the understanding of students' different learning modes; the conflicts between ideas entrenched in informal online communities and educational establishments' views on the production and authentication of 'formal' knowledge; and questions about privacy, plagiarism, shared authorship and the ownership of knowledge and information produced and/or published on line.^[49]

Web 2.0 is used by companies, non-profit organisations and governments for interactive marketing. A growing number of marketers are using Web 2.0 tools to collaborate with consumers on product development, customer service enhancement, product or service improvement and promotion. Companies can use Web 2.0 tools to improve collaboration with both its business partners and consumers. Among other things, company employees have created wikis—Websites that allow users to add, delete, and edit content — to list answers to frequently asked questions about each product, and consumers have added significant contributions.

Another marketing Web 2.0 lure is to make sure consumers can use the online community to network among themselves on topics of their own choosing.^[50] Mainstream media usage of Web 2.0 is increasing. Saturating media hubs—like The New York Times, PC Magazine and Business Week — with links to popular new Web sites and services, is critical to achieving the threshold for mass adoption of those services.^[51] User web content can be used to gauge consumer satisfaction. In a recent article for Bank Technology News, Shane Kite describes how Citigroup's Global Transaction Services unit monitors social media outlets to address customer issues and improve products.^[52]

In tourism industries, social media is an effective channel to attract travellers and promote tourism products and services by engaging with customers. The brand of tourist destinations can be built through marketing campaigns on social media and by engaging with customers. For example, the "Snow at First Sight" campaign launched by the State of Colorado aimed to bring brand awareness to Colorado as a winter destination. The campaign used social media platforms, for example, Facebook and Twitter, to promote this competition, and requested the participants to share experiences, pictures and videos on social media platforms. As a result, Colorado enhanced their image as a winter destination and created a campaign worth about $2.9 million.^{[citation needed]}

The tourism organisation can earn brand royalty from interactive marketing campaigns on social media with engaging passive communication tactics. For example, "Moms" advisors of the Walt Disney World are responsible for offering suggestions and replying to questions about the family trips at Walt Disney World. Due to its characteristic of expertise in Disney, "Moms" was chosen to represent the campaign.^[53] Social networking sites, such as Facebook, can be used as a platform for providing detailed information about the marketing campaign, as well as real-time online communication with customers. Korean Airline Tour created and maintained a relationship with customers by using Facebook for individual communication purposes.^[54]

Travel 2.0 refers a model of Web 2.0 on tourism industries which provides virtual travel communities. The travel 2.0 model allows users to create their own content and exchange their words through globally interactive features on websites.^[55][56] The users also can contribute their experiences, images and suggestions regarding their trips through online travel communities. For example, TripAdvisor is an online travel community which enables user to rate and share autonomously their reviews and feedback on hotels and tourist destinations. Non pre-associate users can interact socially and communicate through discussion forums on TripAdvisor.^[57]

Social media, especially Travel 2.0 websites, plays a crucial role in decision-making behaviors of travelers. The user-generated content on social media tools have a significant impact on travelers choices and organisation preferences. Travel 2.0 sparked radical change in receiving information methods for travelers, from business-to-customer marketing into peer-to-peer reviews. User-generated content became a vital tool for helping a number of travelers manage their international travels, especially for first time visitors.^[58] The travellers tend to trust and rely on peer-to-peer reviews and virtual communications on social media rather than the information provided by travel suppliers.^[57][53]

In addition, an autonomous review feature on social media would help travelers reduce risks and uncertainties before the purchasing stages.^[55][58] Social media is also a channel for customer complaints and negative feedback which can damage images and reputations of organisations and destinations.^[58] For example, a majority of UK travellers read customer reviews before booking hotels, these hotels receiving negative feedback would be refrained by half of customers.^[58]

Therefore, the organisations should develop strategic plans to handle and manage the negative feedback on social media. Although the user-generated content and rating systems on social media are out of a business' controls, the business can monitor those conversations and participate in communities to enhance customer loyalty and maintain customer relationships.^[53]

Web 2.0 could allow for more collaborative education. For example, blogs give students a public space to interact with one another and the content of the class.^[59] Some studies suggest that Web 2.0 can increase the public's understanding of science, which could improve government policy decisions. A 2012 study by researchers at the University of Wisconsin–Madison notes that

"...the internet could be a crucial tool in increasing the general public's level of science literacy. This increase could then lead to better communication between researchers and the public, more substantive discussion, and more informed policy decision."^[60]

Ajax has prompted the development of Web sites that mimic desktop applications, such as word processing, the spreadsheet, and slide-show presentation. WYSIWYG wiki and blogging sites replicate many features of PC authoring applications. Several browser-based services have emerged, including EyeOS^[61] and YouOS.(No longer active.)^[62] Although named operating systems, many of these services are application platforms. They mimic the user experience of desktop operating systems, offering features and applications similar to a PC environment, and are able to run within any modern browser. However, these so-called "operating systems" do not directly control the hardware on the client's computer. Numerous web-based application services appeared during the dot-com bubble of 1997–2001 and then vanished, having failed to gain a critical mass of customers.

Many regard syndication of site content as a Web 2.0 feature. Syndication uses standardized protocols to permit end-users to make use of a site's data in another context (such as another Web site, a browser plugin, or a separate desktop application). Protocols permitting syndication include RSS (really simple syndication, also known as Web syndication), RDF (as in RSS 1.1), and Atom, all of which are XML-based formats. Observers have started to refer to these technologies as Web feeds.

Specialized protocols such as FOAF and XFN (both for social networking) extend the functionality of sites and permit end-users to interact without centralized Web sites.

Web 2.0 often uses machine-based interactions such as REST and SOAP. Servers often expose proprietary Application programming interfaces (APIs), but standard APIs (for example, for posting to a blog or notifying a blog update) have also come into use. Most communications through APIs involve XML or JSON payloads. REST APIs, through their use of self-descriptive messages and hypermedia as the engine of application state, should be self-describing once an entry URI is known. Web Services Description Language (WSDL) is the standard way of publishing a SOAP Application programming interface and there are a range of Web service specifications.

In November 2004, CMP Media applied to the USPTO for a service mark on the use of the term "WEB 2.0" for live events.^[63] On the basis of this application, CMP Media sent a cease-and-desist demand to the Irish non-profit organisation IT@Cork on May 24, 2006,^[64] but retracted it two days later.^[65] The "WEB 2.0" service mark registration passed final PTO Examining Attorney review on May 10, 2006, and was registered on June 27, 2006.^[63] The European Union application (which would confer unambiguous status in Ireland)^[66] was declined on May 23, 2007.

Critics of the term claim that "Web 2.0" does not represent a new version of the World Wide Web at all, but merely continues to use so-called "Web 1.0" technologies and concepts:^[8]

• First, techniques such as Ajax do not replace underlying protocols like HTTP, but add a layer of abstraction on top of them.
• Second, many of the ideas of Web 2.0 were already featured in implementations on networked systems well before the term "Web 2.0" emerged. Amazon.com, for instance, has allowed users to write reviews and consumer guides since its launch in 1995, in a form of self-publishing. Amazon also opened its API to outside developers in 2002.^[67]
  Previous developments also came from research in computer-supported collaborative learning and computer-supported cooperative work (CSCW) and from established products like Lotus Notes and Lotus Domino, all phenomena that preceded Web 2.0. Tim Berners-Lee, who developed the initial technologies of the Web, has been an outspoken critic of the term, while supporting many of the elements associated with it.^[68] In the environment where the Web originated, each workstation had a dedicated IP address and always-on connection to the Internet. Sharing a file or publishing a web page was as simple as moving the file into a shared folder.^[69]
• Perhaps the most common criticism is that the term is unclear or simply a buzzword. For many people who work in software, version numbers like 2.0 and 3.0 are for software versioning or hardware versioning only, and to assign 2.0 arbitrarily to many technologies with a variety of real version numbers has no meaning. The web does not have a version number. For example, in a 2006 interview with IBM developerWorks podcast editor Scott Laningham, Tim Berners-Lee described the term "Web 2.0" as jargon:^[8]

  "Nobody really knows what it means... If Web 2.0 for you is blogs and wikis, then that is people to people. But that was what the Web was supposed to be all along... Web 2.0, for some people, it means moving some of the thinking [to the] client side, so making it more immediate, but the idea of the Web as interaction between people is really what the Web is. That was what it was designed to be... a collaborative space where people can interact."

• Other critics labeled Web 2.0 "a second bubble" (referring to the Dot-com bubble of 1997–2000), suggesting that too many Web 2.0 companies attempt to develop the same product with a lack of business models. For example, The Economist has dubbed the mid- to late-2000s focus on Web companies as "Bubble 2.0".^[70]
• In terms of Web 2.0's social impact, critics such as Andrew Keen argue that Web 2.0 has created a cult of digital narcissism and amateurism, which undermines the notion of expertise by allowing anybody, anywhere to share and place undue value upon their own opinions about any subject and post any kind of content, regardless of their actual talent, knowledge, credentials, biases or possible hidden agendas. Keen's 2007 book, Cult of the Amateur, argues that the core assumption of Web 2.0, that all opinions and user-generated content are equally valuable and relevant, is misguided. Additionally, Sunday Times reviewer John Flintoff has characterized Web 2.0 as "creating an endless digital forest of mediocrity: uninformed political commentary, unseemly home videos, embarrassingly amateurish music, unreadable poems, essays and novels... [and that Wikipedia is full of] mistakes, half-truths and misunderstandings".^[71] In a 1994 Wired interview, Steve Jobs, forecasting the future development of the web for personal publishing, said:

  "The Web is great because that person can't foist anything on you—you have to go get it. They can make themselves available, but if nobody wants to look at their site, that's fine. To be honest, most people who have something to say get published now."^[72]

  Michael Gorman, former president of the American Library Association has been vocal about his opposition to Web 2.0 due to the lack of expertise that it outwardly claims, though he believes that there is hope for the future.:^[73]

  "The task before us is to extend into the digital world the virtues of authenticity, expertise, and scholarly apparatus that have evolved over the 500 years of print, virtues often absent in the manuscript age that preceded print".

• There is also a growing body of critique of Web 2.0 from the perspective of political economy. Since, as Tim O'Reilly and John Batelle put it, Web 2.0 is based on the "customers... building your business for you,"^[25] critics have argued that sites such as Google, Facebook, YouTube, and Twitter are exploiting the "free labor"^[74] of user-created content.^[75] Web 2.0 sites use Terms of Service agreements to claim perpetual licenses to user-generated content, and they use that content to create profiles of users to sell to marketers.^[76] This is part of increased surveillance of user activity happening within Web 2.0 sites.^[77] Jonathan Zittrain of Harvard's Berkman Center for the Internet and Society argues that such data can be used by governments who want to monitor dissident citizens.^[78] The rise of AJAX-driven web sites where much of the content must be rendered on the client has meant that users of older hardware are given worse performance versus a site purely composed of HTML, where the processing takes place on the server.^[79] Accessibility for disabled or impaired users may also suffer in a Web 2.0 site.^[80]
• Others have noted that Web 2.0 technologies are tied to particular political ideologies. "Web 2.0 discourse is a conduit for the materialization of neoliberal ideology."^[81] The technologies of Web 2.0 may also "function as a disciplining technology within the framework of a neoliberal political economy."^[82]
• When looking at Web 2.0 from a cultural convergence view, according to Henry Jenkins,^[83] it can be problematic because the consumers are doing more and more work in order to entertain themselves. For instance, Twitter offers online tools for users to create their own tweet, in a way the users are doing all the work when it comes to producing media content.

Application domains

Wikimedia Commons has media related to Web 2.0.

• Learning materials related to Web 2.0 at Wikiversity

Scholia has a profile for Web 2.0 (Q131164).

• Web 2.0 / Social Media / Social Networks. Charleston, South Carolina, SUA: MultiMedia. 2017. ISBN 978-1-544-63831-7.