You will. We will. We are the Web.

Posted: November 23, 2014 in Social Technologies
Tags: ,

We Are the Web is a 2005 article written by Kevin Kelly and published in that year’s August edition of Wired Magazine. The article provides an insight into the prevailing attitudes of some businesses towards the World Wide Web between 1995 and 2005, a time period when the web was essentially still a new channel of communication. It is an interesting read which highlights how the growth of the web shook the established top down structure of the way large corporations, such as broadcasting companies, relayed information and interacted with consumers.

Kelly’s article shows how the potential of the web had been seriously underestimated and even ignored by the very groups that should have been able to critically assess the trends and the possibilities of what the web could/would become. This lack of vision can be attributed to the fact that up until that point, these companies had always had the benefit of a well established tradition, where they were the ones in control of the production and distribution of information – the what, when, where, and how. Developments in the web during that early period was an awakening of sorts, as it became evident that consumers had flipped the roles by becoming producers and distributors of their own content.

In 2008, just three years after Kelly’s article, came the noted growth of online communities such as Facebook. These social networks had grown significantly to become integral players in the makeup of the web, with members spending considerable amounts of time on these networks every day, and with new members from all over the world joining these networks on a daily basis. The rise of online social networks presented a parallel to the situation discussed in Kelly’s 2005 article – the overall need for traditional businesses to adapt to the evolving world of the web in order to stay relevant to consumers.


We Will - You Will



Kelly, K. (2005, August). We are the Web. Wired Magazine, (13.08). Retrieved from

The Nielsen Company. (2009, March). Global faces and networked places. Retrieved from


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