Communication Web3 and Communication
by
Jennifer Mentanko, Ann Brody, Lana Swartz, Peter A. Chow-White
  • LAST MODIFIED: 07 January 2025
  • DOI: 10.1093/obo/9780199756841-0313

Introduction

The term “Web3” has become a catchall term for the “next” Internet paradigm. This third phase of the Internet is characterized by blockchains, cryptocurrencies, non-fungible tokens (NFTs), and decentralized autonomous organizations, among other disruptive technologies. Defining Web3—sometimes termed as Web 3.0—is not a simple task. The Internet’s development is often divided into three different stages: Web 1.0, the read-only web; Web 2.0, the interactive web; and Web3. While this ontology can be helpful to understand the web’s evolution, rather than situating Web3 as a linear progression from Web 2.0, the development of Web3 should be understood as a complex relationship between web developments, human negotiations, and social contexts. The definition and meaning of Web3 becomes even murkier, as it is often used interchangeably with concepts such as blockchain, the “web of value,” the “token economy,” and the “metaverse,” particularly after Facebook’s rebrand to Meta. In addition, the term “Metaverse” has multiple meanings. The Metaverse is an, often branded, virtual, three-dimensional and immersive platform, while a metaverse (lowercase m) is a specific metaverse site, just like the web and its individual websites. Scholars often use metaverse to describe the broader, more generalized and sometimes theoretical concept of an immersive, virtual world. Throughout this entry, you will likely notice the shifting semiotics of Web3, which is an indication that this disruptive innovation is still being researched and developed and has yet to reach rhetorical closure. This shift from Web 2.0 to Web3 is not only technical, but also philosophical. Theoretically, Web3 is a response to our increasingly centralized Internet, characterized by online conglomerates, data silos, and algorithms that make it difficult for individual users to maintain authority when they are only valued for their data. Web3 allows individual users to own their own web content and data through the decentralization of decision-making authority based on trust in computations, rather than institutions. Social scientists have recently started investigating Web3 and its potential economic, political, and sociocultural impact and its affordances and constraints for everyday users engaging with the web. For communication scholars, Web3 redefines how we connect, share information, exchange value, and form online communities. The research presented in this article will help scholars define Web3 and its associated technologies, and better understand how this new Internet paradigm has the potential to change industries, value creation and exchange, and everyday online interactions.

General Overviews

This section provides readers with a comprehensive understanding of foundational Web3 concepts such as blockchain, cryptocurrency, the token economy, and the metaverse. General Overviews are divided into four subsections. Industry Books are written by professionals with experience in entrepreneurship, finance, governance, and technology start-ups and demonstrate the practical applications of Web3 in various industries. Academic Books provide readers with accessible explanations of Web3 and Web3 technologies along with their sociocultural implications for communication and beyond. Academic Articles feature exploratory discussion on Web3 foundations, concepts, and philosophies. Lastly, Systematic Reviews present the current state of Web3 literature and outline key themes that have captured the attention of scholars.

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