Digital 3.0, welcome to the heart of a self-centered media

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In 2009, when we talked about Web 3.0 or Web semantics, we had no idea that we would see him invite himself with such agility in our daily newspapers… Welcome to a media centered on yourself, where digital objects are just an extension of the individual.
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A little less than ten years ago, Web 2.0 was living its moment of glory, while the Web3.0 was emerging … The collaborative web allowed Internet users not only to share content (profiling what is now called Social Media…) but also to be an actor, author of the content of the Web… This is now strongly encouraged within inbound marketing.

At that time, web 3.0 or semantic Web, seemed to us a whole still nebulous but that was beginning to raise some questions, especially legal, about the presumed role of search engines as gatekeepers of information, and the search for visibility that would result… The war of the audience.

Intelligent web and mediated individual?

We imagined intelligent internet, with increased interactivity, thanks to “communicative and interoperable” objects. The individual became the media.

The social utility of the Web has increased, the network has become “hypercollaborative”, accessible “everywhere and all the time – subject to wifi coverage, 3G/4G and good weather…; interfaces have multiplied, even if virtual reality still has beautiful days of research ahead of it, the multiplication of media, screens, tablets, smartphones, connected watches, the dissipation of silos between the private and professional spheres, the connection and interoperability of the objects that surround us, the utilitarian mash-ups of tools, features and Internet queries create every day new applications …

The transition, smoothly, but with extreme speed, given the evolution of sociological uses, from a Web 2.0 to a Web 3.0 “increased has allowed the transformation of the individual into a brand ambassador at a lower cost, with the supposed power of influencers, bloggers and other YouTubers. An anticipated development.

Web 3.0 increased… at the service of the individual

A quick reminder on Web 3.0 before addressing the center of my remarks… Now it has been established that Web 3.0 is primarily based on semantics: the ability of search engine intelligence to understand and analyze your complex queries in order to produce a relevant and situation-appropriate result. Beyond that, gradually and potentially insidiously, the interconnection of the network in order to create a vast intelligent database, allowing a refined search of information, has really emerged, with the semantic web but also the hubbub related to “Big Data”.

Beyond the intelligent use of this data, the internet user can now find useful information from only a few “significant fragments” (Scherer, 2009).

Virtualized unconscious desires

We want more. Because we have very easily appropriated this relevance, considered “normal” in terms of quality of service. The individual becoming media is not/more an end in itself, strictly speaking.

A step was missing in the reasoning of the time, between the “My media” – the medium made by me, for me; and the “MediatizeMe”, if I am allowed this anglicism a little incongruous …

User-centric, Internet, Digital, Connected Objects are (de)dedicated to your service. The ultimate goal is not to transform you (even if it is to influence you…) but to know you… and satisfy you. The media coverage of the individual has thus been somewhat retreating in front of the individual himself… AI has overtaken the master, and the segmentation of the results in terms of user typologies and their customization according to the habits of navigation – and behavior of each, has come to aurole these results of a mystical thought …

In other words, today, My Media is no longer the media “made by you”, but the media self-generated according to who you are… Welcome to the age of assistance, where your behaviors, your expectations, your reactions are predicted in order to allow you to get the perfect answer almost before you have formulated it. This crystallized in the extension of yourself, the digital mini-me that is your smartphone …

Why is it so difficult to get away from it? Why, beyond the great debates of ideas (wisely…) on issues related to privacy or personal data, do we gladly succumb to these few clicks that allow us to immediately get what we want? Because the “New Generation MyMedia” is ahead of your desires… Isn’t the sacrifice of a part of his free will a cheap delight paid to satisfy our unconscious childhood urges? To have it right away and without even having to express it other than by onomatopoeia or by some touch-sensitive smears on these expensive smartphones … Surely, whatever one says, living this desire for a child on a daily basis is not a devious form of temporal persistence…


Alexandra Zwang


Free comments widely and digitally derived from the initial study “Copyright 3.0: Legal Anticipations at the Dawn of Web 3.0”, by Alexandra Zwang, Media Symposium09, between Communities and Mobilities, Paul Cézanne University, Aix-en-Provence.

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