The internet is not the only thing to which the fashionable tag ‘2.0’ gets attached. We find ‘business
2.0’, ‘medicine 2.0’, ‘journalism 2.0’, and even ‘sex 2.0’1
. Usually this labelling device suggests that
some traditional activity has now adopted a particular set of new tools. Web 2.0 tools comprise novel
applications and services that run in a web browser. By invoking the language of software versioning,
‘2.0’ implies that the technology heralds a step change in what we can now do with the web.