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  Francis Pisani
  Dominique Piotet
  

La alquimia de las multitudes: cómo la web está cambiando el mundo

Francis Pisani

Dominique Piotet

abstract

Around a quarter of the world's population uses the internet, but this impressive figure is just the tip of the iceberg in terms of the changes currently taking place.

Having browsed the web, shopped online, searched for the love of their life or exchanged emails, internet users are now starting to take part themselves, to express themselves and create groups. The web is now so easy to use that it can be customised, to the extent that we can now become its protagonists. Through blogs (the famous personal online diaries), users can express themselves directly on their websites. YouTube and Dailymotion lets them share videos and MySpace or Facebook extend their social networks. Not happy with simply browsing, these advanced users propose services, exchange information and take an active part. The users that this book describes as "web-actors" are changing the world.

To understand this phenomenon, sometimes called "Web 2.0", Francis Pisani and Dominique Piotet travel through Silicon Valley to talk about the subject with the leading experts. Backing their reflections up with a range of examples and comments, they show us how this participatory and irreversible movement, which they call the "alchemy of crowds", is slowly spreading throughout all sectors. This phenomenon stimulates and encourages, but also has some negative aspects. It represents a challenge for institutions, as seen in the enthusiasm engendered among the younger generations.

A vital book for understanding the evolution of the web and internet of the future.

keywords

internet users, internet, social networks, web 2.0

catalogue card

Title: La alquimia de las multitudes: cómo la web está cambiando el mundo

Author: Francis Pisano and Dominique Piotet

Publication: Barcelona: Paidós, cop. 2009 300 p.

ISBN: 9788449321962

index

Prólogo
Introducción

PRIMERA PARTE: LA WEB DE HOY
1. Los jóvenes y la web: juntos, en las nubes
2. Sobre la dinámica racional
3. Las técnicas discretas de la web de hoy

SEGUNDA PARTE: LA ALQUIMIA DE LAS MULTITUDES
4. Los webactores, creadores de valor
5. La alquimia de las multitudes

TERCERA PARTE: LO QUE ESTÁ CAMBIANDO
6. ¿Puede ser rentable una economía de la relación?
7. ¿Hacia la empresa líquida?
8. Las multitudes y sus medios de comunicación
9. La web del mañana
Posfacio, de Antoine Sire