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The human is a social creature. So it doesn't surprise when we're able to observe social phenomena in human build technologies. The Web is such a technology but despite it's very present in our day to day life, many don't know how to deal with it. The challenge is to be social without a direct human counterpart as the communication channel doesn't provide instant feedback for all of our millions of years grounded senses. This book starts with the essential basics, explaining the whole evolutionary history of the web to have a profound basis to build on. Both sides, the technical and the human side are illuminated as they play hand in hand in the development of the expert- and average users. After this it focuses on the social web of today, explaining the term social itself and how social networks work and make money. The social influences and problems that are re- flected in the digital world are dealt with next. Finally the experiment to profile prospective employees of a company leads to quite surprising results, appealing to increase the awareness of digital responsibility and identity.
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