* By Jeanette

If you asked me why Web 2.0 is becoming so popular before reading Lakshmi Chaudhry’s article, Mirror, Mirror on the Web, I would have said something like, it let’s users shape media, campaigns and give voice to world affairs, etc.

Now I would add that Web 2.0’s popularity allows people to assert their individuality, which is partially fueled by the idea that users believe they are special.

For organizations, this lends insight to the experience some supporters are seeking when participating in Web 2.0 activities such as contests, blogs and user-generated websites.