nye dominerende sociale struktur. Vi befinder os ifølge forfatterne i ”the Age of Participation”, hvor
folk samarbejder om forskellige opgaver som aldrig før og på helt nye og åbne måder. Teorien wikino-
mics anvender wiki-princippet
4 som bærende metafor. Ifølge forfatterne bør virksomheder i dag nem-
lig følge de fire grundprincipper, som også kendetegner Wikipedia, hvis de vil klare sig i fremtiden.
Principperne er: Åbenhed, samarbejde, deling og at handle globalt (Tapscott & Williams, 2006, p.3).
Disse fire principper er i høj grad baseret på de nye former, hvorpå man inden for de seneste år er be-
gyndt at strukturere, anvende og udvikle information og viden på webbet. Selvom WWW ikke har væ-
ret almindeligt tilgængeligt siden midten af 1990’erne, taler man allerede om tre forskellige generati-
oner, hvoraf især den anden generation har sat et særligt markant aftryk i vores kultur. Fænomenet
kaldes ”Web 2.0” og har ikke alene inspireret forfatterne bag Wikinomics, men også ført til, at Time
Magazine i 2006 valgte at kåre dig og mig som ”Person of the Year”. I museumskredse har man også
fået øjnene op for Web 2.0, hvor trenden dog har manifesteret sig i noget højere grad i det internatio-
nale museumslandskab end i det danske. Især har forfatteren bag webbloggen Museum 2.05 Nina Si-
mon haft stor succes med at udbrede og implementere sin forskning i, hvordan museerne kan anvende
Web 2.0 til at facilitere lærerige og engagerende museumsoplevelser gennem en bruger- og deltagel-
sesorienteret tilgang. Museerne er nødt til at forholde sig i større eller mindre grad til Web 2.0-
kulturen, for man kan ikke komme uden om den. Gennem vores daglige anvendelse af webbet vil vi
møde og højst sandsynligt deltage i eller bidrage til en eller flere Web 2.0-aktiviteter. Vi webbrugere
kan øge indflydelse på hvad som helst når som helst og med hvem som helst; som Time Magazine
skrev om Web 2.0 i kåringen af ”YOU” som årets person, har vi brugere fået en aktiv og betydelig rolle i
samfundet:
”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.”
6
Hvordan Web 2.0 har manifesteret sig i museernes kommunikation og formidling vil blive illu-
streret i kapitel 4.2.5, hvor jeg gennem nogle udvalgte eksempler ser på, hvilke muligheder og
begrænsninger der i et kommunikationsteoretisk perspektiv kan være ved anvendelsen af Web
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