Cover -- Contents -- Introduction -- 1 A Cultural History of Web 2.0 -- 2 Leaders and Followers: Status in the Tech Scene -- 3 The Fabulous Lives of Micro-Celebrities -- 4 Self- Branding: The (Safe for Work) Self -- 5 Lifestreaming: We Live in Public -- 6 Designed in California: Entrepreneurship and the Myths of Web 2.0 -- Conclusion -- Appendix: Cast of Characters -- Acknowledgments -- Notes -- Bibliography -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- X -- Y -- Z.