Chapters in this book

1. Frontmatter i
2. CONTENTS vii
3. INTRODUCTION 1
4. 1. A Cultural History of Web 2.0 21
5. 2. Leaders and Followers: Status in the Tech Scene 73
6. 3. The Fabulous Lives of Micro- Celebrities 112
7. 4. Self- Branding: Th e (Safe for Work) Self 163
8. 5. Lifestreaming: We Live in Public 205
9. 6. Designed in California: Entrepreneurship and the Myths of Web 2.0 245
10. Conclusion 273
11. Appendix. Cast of Characters 283
12. Acknowledgments 287
13. Notes 293
14. Bibliography 317
15. Index 347