Rethinking of the merge phenomenon and the commercialization of Web 2.0—Google merges YouTube as the case study

• Main Authors: Wang-Jing Lin, 林婉菁
• Other Authors: Chuan-Yang Xu
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/30272038464214892882

碩士 === 淡江大學 === 大眾傳播學系碩士班 === 97 === 　　Under the development of globalization and digitalization, it reveals not only the advent of the new age of Web 2.0 but that the content provider whose role and denotation have changed. Nevertheless, under the circumstance where the society and the media have been commercialized, the phenomenon of the merging of Web 2.0 has been taking place. Not only does the active meaning of content providers given by Web 2.0 may distortedly become the tool of capitalism for commercialization, but it will also step by step alter the original meaning of diversity, sharing, and publicness provided by Web 2.0. 　　This research, based on the view point of the theory of political economy, is to discuss the merge phenomenon of the media ownership and related questions of commercializing audience. Also, through the case discussion in this research—Google merges YouTube, the producing environment of Internet is to be analyzed and comprehended. In addition, the owner of the Web 2.0 website is interviewed. It is hoped that by combining theories and practice we can learn more about the influence of Web 2.0 on the producing environment of Internet and under commercialization the change of the role of content providers. The results of this study are summarized as follows: 1.Although Web 2.0 has created brand new experience and values pertaining to content providers, it might lead to different forms of consumption due to the lure of commercial benefits. 2.Enterprises can have a quick access to target markets simply by merging Web 2.0 companies and thus promote their related elements, such as the technology and the flow of the website, capital, and fame. However, the problems such as uneven allocation of resource, centralized ownerships, and dominant powers could also be brought about. 3.With the merge, content providers can be more creative and subjective. But they may as well become the tool of commercialization under capitalism.