A couple of months ago, we posted a definition of Web 2.0. Since then, I’ve had the pleasure of viewing “The Machine is Us/ing Us”. Released January 31, 2007, the first version of this video has over 5.3 million views while the final version has over 600,000 views. This phenomenal digital ethnography was produced by Michael Wesch, Assistant Professor of Cultural Anthropology at Kansas State University.

If you haven’t yet watched it, here is the final version (4½ minutes):

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How the Web is Accelerating our Evolution

The Digital Evolution:

By separating content from form, Web 2.0 has provided the masses with power. Professor Wesch says, “We are the Web” and the majority of us are using the Internet to freely share information and opinion. “Web 2.0 is linking people… people sharing, trading, and collaborating.”

Indeed, most of the Internet community lives by a certain code of ethics which highlights sharing as preferred behaviour. In fact, many Internet moguls have become successful by living this code and displaying similar characteristics, such as the selflessness of top bloggers. For instance, bloggers like Darren Rowse (Problogger.com) and Brian Clark (Copyblogger.com) focused on providing valuable information to their readers, built a large fan base and now make a lot of money online.

However, the critics will say advertising, marketing and greed will quickly change this, just like it did with radio and television. And yes, just like Star Wars and most things in life, they are right in that there is a constant struggle between good and evil. But so far, the major influencers have been those with good intentions and they seem to be winning the war. Take for example, companies like Google, who despite their current shortcomings have built a strong empire by placing the interests of their users before themselves.

How the Web is Changing Business:

Somewhere in the evolution of business, some people chose to make money by cutting down on the time it took to provide real value for their customer. But the Internet is changing this pervading characteristic of business. The masses (i.e. Internet users) have forced a shift in the business world – at least businesses who wish to make money online.

Web 2.0 has given the power back to the masses. Value drives online success, the premise being that if you can provide something useful to your target market, they will come in droves, creating a cash machine in the process. An interesting cyclical route considering the very roots of business (the barter system) can be traced back to giving and helping people in exchange for similar service and perceived value.

The nature of the Internet demands that businesses and individuals review their web strategies and return to these original core values of the business world.

Could the Web be Accelerating our Social Evolution?

So if the Internet has already changed the way we conduct business, is it a far cry to think that the Internet will change the entire world?

And if so, let’s just imagine for a minute and predict our future based on current trends and themes within the majority of Internet communities:

• positive behaviour is rewarded
• the exchange of knowledge is appreciated and reciprocated
• there’s a predominant pay-it-forward ideology
• respecting others opinions is encouraged while disrespect is discouraged
• the power of large groups is leveraged to find better, faster and more efficient solutions to common problems

What do you think: could the Web be the catalyst the world needs to create a global society working towards the common goal of survival?