1. SOCIAL Web WEB WEB REVOLUTION POWER SHIFT !

2. , Copyright(c) 2011 by : -- 2.0 . 3. 2010 4 20 . . . . 2010 7 21 . 3 2013 7 8 40,500 , 3,773 . . , . 2013 2011 3 31 . . . . . , . 4. 4 , . , . . , , . . . . . 2008 . , , , . , , , . . 2013 , 5. 5 6 10 - 13 1 TGiF IT 25 1. , 27 2. IT 37 3. IT 45 4. , 51 5. 57 6. 61 2 67 7. PC 69 8. 77 9. 85 10. 95 11. 107 3 113 12. IT 115 13. 123 14. SNS 129 15. 135 4 141 16. 143 17. 155 18. 163 - IT 169 6. 6 , ? () peopleware.kr @bobbyryu , . . , . . . . , . . . 7. 7 . , , . , ( OECD 30 25 ). . , . . IT . ? API . , . . . . . . . 8. 8 , . , . . 2010 SW . . IT . . . . . , . IT . . , , , . . 9. 9 ( ), (, ), ( , ) . IT , IT . . ! 10. 10 , 2010 1 100 . 1 700% 750 , 1 . . . . . . , ? , ? , PC , . 11. 11 , , IT IT . , . , , . , . , , . 12. The Evolution of The Geek Geek 21 . , Geek . , Geek . source: flowtown.com blog www.flowtown.com/blog/the-evolution-of-the-geek 13. 13 20 21 . 1997 . 2000 3 1 5 1 . . IT . IT Tim OReilly 2.0. , , . 2.0 . , , DNA . 14. 14 , , . ? , 2.0 . 2.0 2010 IT 1 ? , , 2010 2,220 1 . 1989 . 2.0 . , , . . , , . . 2.0 . 2.0 . . 2.0 . . . , Social Networking Service . 2.0 . . ? S? 15. 15 . , . . , 2.0, IT ? . . 2.0 , 2.0 , . ? 800 66 . This Time Is Differ- ent . . ? ? , . 2003 5, IT . IT . IT IT Doesnt Matter(92 ) , IT 16. 16 , This Time Is Different: Eight Centuries of Financial Folly Kenneth S. Rogoff, Carmen M. Reinhart Princeton University Press (2009.09) , (2010.08) press.princeton.edu/titles/8973.html book.naver.com/bookdb/book_ detail.nhn?bid=6331543 17. 17 . IT . , Moores Law( 18 2 ) IT . . IT , proprietary technology . , infrastructure technology - competitive advantage . . ? 4 Does IT Matter? Information Technology and the Corrosion of Competitive Advantage Nicholas G. Carr Harvard Business Press (2004.04) www.amazon.com/Information-Technology-Corrosion- Competitive-Advantage/dp/1591394449 18. 18 , S . , . . . . . . . . , . . . . IT . IT . IT . . 19. 19 ? , ? . 10 ? 10 . 20 PC . PC PC . , . PC, . . , , , . , . , ? . . , . . 20. 20 , 1 4 S . . , . IT , . IT . . . , . IT . IT ? ? . . IT IT . IT . . ? 21. 21 . , . Yale Global Online Magazine Nayan Chanda , 1961 Glovalization . . MIT Being Digital , . Being Digital Nicholas Negroponte Vintage (1996.01) | (1999.03) book.naver.com/bookdb/book_detail. nhn?bid=94467 22. 22 , . ? . . . . , , , , , , , . . , . . , . . . . . 23. 23 , . , . . , , . . IT . . . 21 , . 24. 25 TGiF IT 1 25. The 2010 Social Networking Map 2010 . , , , , . source: flowtown.com blog www.flowtown.com/blog/the-2010- social-networking-map 26. 27 IT . TGiF(Twitter, Google, iPhone, Facebook). IT 4~50 , . , , , . . . 2009 , . LG . EBS , 27. 28 , 2009 3 39.9%, RIM 20.8%, 17.7% 1, 2, 3 . LG 3.2% 0.2% . disruptive innovation . , , , . 2010 S . 4 , . 4 . The Innovator's Dilemma Clayton M. Christensen Harvard Business School Press (1997) (1999.09) book.naver.com/bookdb/book_detail. nhn?bid=80495 28. , 29 . , . ? . , . . ? , . . 2010 8 2 10 8 . . . 2010 200 , 2011 1 18 . . . , 200 2010 50 29. 30 , 2011 1 360 . , . 2010 50 100 . . , ? , . . . , , . , . 140 . open culture . , . , . 30. , 31 ? . . . . , . . , ? ? , . , . = . ? social web Designing for the Social Web Joshua Porter New Riders Press (2008) (2008.11) book.naver.com/bookdb/book_detail. nhn?bid=5012981 31. 32 , . . . ? . ? ? Coffee Party Movement . Tea Party Movement Annabel Park . 2010 1 26 www.facebook.com/coffeeparty , 6 15 (en.wikipedia.org/wiki/Coffee_Party_USA). . . , !Stand Up, Wake Up! . . ? ? 32. , 33 , . ? , ? ? . , . Coffee Party Movement . www.coffeepartyusa.com. www.facebook.com/ coffeeparty 33. 34 , . , . . , MIT lead user . 10~40% , R&D . . , , . . , . , . . , . , ? . , 34. , 35 Democratizing Innovation Eric Von Hippel The MIT Press (2005.03) www.amazon.com/Democratizing- Innovation-Eric-Von-Hippel/dp/0262720477 . web.mit.edu/evhippel/www/books.htm strategic asset . . ? ? , , . . , , . , . , . , . 35. 37 , . PC , . . PC . MS , . . , . , iTunes , . IT 36. 38 , . . . . , IT . , CEO ? . . . , . . , , 37. IT 39 . . . TV , . Allstate, BMW, Timberland, Nucor innovation execution . . . , . The Other Side of Innovation Vijay Govindarajan Harvard Business Press (2010.09) www.amazon.com/Other-Side-Innovation- Execution-Challenge/dp/1422166961 38. 40 , . ? ? . 21 p2p peer to peer file sharing technology . CD . , . p2p . . . p2p . p2p p2p Napster Kazza . ? . , . , , 39. IT 41 0. 0 . 0 . DRM( ) rent seeking behavior . , , 2.0 . ? . . . , . , . p2p . . , 40. 42 , p2p . . CD , , , . . , . . , . . Who Controls the Internet Jack Goldsmith, Tim Wu Oxford University Press (2006.03) , (2006.11) book.naver.com/bookdb/book_detail. nhn?bid=2531946 41. IT 43 , , . IT . . . 42. 45 ? , . 2010 3 30, . . . , , 100 3 10 . . . , . IT 43. 46 , . . , . . . . 1990 PC MS . MS . 3 ? . , , IT . IT , IT . IT . IT . IT , MS , , Sergey Brin Lawrence E. Page 44. IT 47 . IT, IT . MS PC . IT . . . , , . , . . . ? . . . IT . , IT . IT . ? . . . MIT 45. 48 , . . , . . . . 2001 3 28 MIT : . . Knowledge Based Economy and Global Competition: Its Impact on Asia Lester Thurow (2001.03.28) http://video.mit.edu/watch/ knowledge-pacific-conference- based-economy-and-global- competition-its-impact-on- asia-9890/ 46. IT 49 , . ? . , , . . . . . ? , . IT . , , . IT , , Net generation . 2009 . . IT . . 47. 50 , , , , . , Social Web , . . ecosystem social architecture . , IT IT , . 48. 51 , . iOS . iOS . PC MS IBM . ? 2010 1 OS . 360 300. IT Gartner . . , 49. 52 , , ? . 2010 2 Symbian , 2011 . , . , 2010 5 . blackberry. , S . . . . . Linux Wikipedia . Richard Stall- man 1984 GNU(GNU 50. , 53 ) . 1991 Linus Torvalds . , 1994 Ward Cunningham 2001 . , , . , . Open Handset Alliance - Android overview www.openhandsetalliance. com/android_overview.html 51. 54 , 2.2 , S . , HTC . . . IT Wired , . iOS , . , iOS . . , TV , , , , . . , Doing the Math on Android vs. Apple Fred Volgestein (2010.6.28) www.wired.com/epicenter/2010/07/ letter-from-silicon-valley-doing-the- androidapple-math/ 52. , 55 . . . . , . II PC MS . . 30 . . , , , , . , , . , IT . 53. 56 , . . PC . , . . , . . . The Hedgehog and the Fox Isaiah Berlin Ivan R. Dee, Publisher (1993.01) (1997.04) book.naver.com/bookdb/book_ detail.nhn?bid=6314604 54. 57 , . . . Dunbar Number How Many Friends Does One Person Need? Robin Dunbar Faber and Faber (2010.02) www.amazon.com/Many-Friends- Does-Person-Need/dp/0571253423 55. 58 , . 150 . 150 . , 150 ? ? . , , . 150 . 1969 . , , . The Strength of Weak Ties Mark Granovetter www.stanford.edu/dept/soc/ people/mgranovetter/documents/ granstrengthweakties.pdf 56. 59 , . , . ? 150 ? . 150 . . , . , . 150 1,500 . . . . . serendipity. , 57. 60 , . SNS . . . 58. 61 . TGiF 10 . CEO Mark Zuckerberg , . Future of Facebook Time.com (2007.07.17) www.time.com/time/business/ article/0,8599,1644040,00. html 59. 62 , 2010 F8 social graph . , . . , . 5 10 . . ZDNet : . . (2010.04.23) www.bloter.net/archives/29843 Facebook: The social Web utility company Dan Ferber (2007.05.24) www.zdnet.com/blog/btl/ facebook-the-social-web-utility- company/5152 60. 63 . , . . , , . , . () ( ) ( ) () . , . IT MS. MS-DOS . PC PC . . MS , ? . 61. 64 , MS . . MS . PC . , , . . , . . viral marketing open innovation . , . . . computer geek . , , . , MS PC . , . CEO 2011 28. 62. 65 . , . , . . . . , the democratization of information . . , the democratization of computing. , . , . - , social innova- tion . . . , , , . 63. 66 , . . . . . . . . . . , . , . CEO F8 , . . . , . MS . , . , . The Way Ahead Peter F. Drucker (2001.11.01) en.wikiquote.org/wiki/Peter_ Drucker 64. 2 67 65. How The World Spends Its Time Onlinesource: www.visualeconomics.com www.visualeconomics. com/how-the-world- spends-its-time- online_2010-06-16/ 66. 69 1989 11 9. , , . 3 , . . 20 . , , PC( ) . PC atom bit ? . PC . . PC . PC PC PC 67. 70 , ? PC , . ? , . , ? IT . , . , , , . , , PC . The Big Switch Nicholas Carr W. W. Norton & Company (2008.01) (2008.11) book.naver.com/bookdb/book_detail. nhn?bid=5116465 68. PC 71 , . , PC . . . . . , . . PC , desktop, laptop PC . , , . 69. 72 , PC . . . , IT . , IT . PC IT . . . , , , . . . , 2.0 , (2009.12.10) www.bloter.net/archives/20510 70. PC 73 . . , , . . , . PC ? 20 ? IT , , , . . . 2007 2 12.7% . . The Nature 71. 74 , 2.92 3.86 . . , , . , . PC ? PC , , , IT . . IT, . . PC , . , . 72. PC 75 , . PC . . IT , , . , , , , , . 2.0 . , . PC . IT PC , , . 2010 PC . , . : (2010.04) book.naver.com/bookdb/book_detail. nhn?bid=6263271 73. 76 , Men, Machines, and Modern Times Elting E. Morison The MIT Press (1966) www.amazon.com/Machines-Modern- Times-Elting-Morison/dp/0262630184 74. 77 . . . . . , 2 . . MIT E. , , , . . 75. 78 , , , . MIT 1966. 42 2008, Berkman Center for Internet and Society , . . Apple II PC, IT PC , . . PC generativity . , PC Future of the Internet and How to Stop It Jonathan Zittrain Yale University Press (2008.04) futureoftheinternet.org 76. 79 , . ? . , PC general-purpose . . . PC . PC PC DNA . , ? , IT . , . 10 (2010.04.20) www.zdnet.co.kr/ArticleView. asp?artice_id=20100420083938 77. 80 , . . . , DNA , , PC . . 2010 . IT . IT . . MIT (34 ) , . innovation to sell innovation to use ? (2010.05.13) www.bloter.net/archives/30966 78. 81 , . MTB. , MTB . , . , , PC . , . , . , . , , , . , . 2.0 , 79. 82 , . , . . . . . PC , World Wide Web World Wide Computing . . 1984. . Brave New World. . . . . , . ( ), 80. 83 (, ), ( , ) . , , . . . . , , . 81. The Dogs of War: Apple vs. Google vs. Microsoft source: shanesnow.com gizmodo.com/#!5517993/the-dogs- of-war-apple-vs-google-vs-microsoft 82. 85 . IT . PC . MS-DOS, , . IT IT . , IT 83. 86 , . . . , IT IT IT . PC . , IT . . 2009 12, OLPC OLPC(One Laptop Per Child) . , XP . OS , XP 60 30 . XP 3 . , 1 3,500 30% . OLPC's Netbook Impact on Laptop PC Industry Charbax (2009.12) http://www.olpcnews.com/ commentary/impact/olpc_ netbook_impact_on_laptop.html 84. 87 2007 4 2008 4 90% . OS OS . OLPC XO . , . , , . PC . PC , . 20 PC , GUI(Graphic User Interface) . , . . , IT . , IT ambient , . . ? 85. 88 , , . PC . , . , , PC . . , . . . IT , . , . . , . . 86. 89 . (70 ) iGod . , , ! AI() . , . PC , . . , , , Larry Page Sergey Brin www.google.co.kr/intl/ ko/about/company/ 87. 90 , , . . , . , . . 20 CEO , 2 . . , . . 5, 10 . . , . . . . , . 88. 91 , . . . , IT , . , . PC , . . . . , . IT 2003 5 IT (15 ) . IT , . 89. 92 , . PC , , . , . , , Semantic Web, proprietary technology infrastructure technology . , . . . . IT Doesn't Matter www.nicholasgcarr.com/ articles/matter.html 90. 93 . . , , Samuel Moore Walton . IT . IT IT , . . RFID . . IT corporate.walmart. com/our-story 91. 94 , . , . IT . PC , IT . . . . . . . . . , PC . . PC , . 92. 95 . 2010 8 2, 77 5 1 . , . . E. Hamilton H. Cairns The Collected Dialogues of Plato . . 93. 96 , . . . . 2 1964, . . , . . , TV . , Understanding Media Herbert Marshall Mcluhan The MIT Press (1994.10) (2001.10) book.naver.com/bookdb/book_detail. nhn?bid=94479 94. 97 . . 3 . 3 . . , , , . , . , . , . . . . Amusing Ourselves to Death: Public Discourse in the Age of Show Business Neil Postman Penguin (1985) (2009.07) book.naver.com/bookdb/book_detail. nhn?bid=6049180 95. 98 , . . . 140 . , . . . ? . , . . , (2010.04) (2010.07) book.naver.com/bookdb/book_detail. nhn?bid=6324960 96. 99 . 2010 . 0 . . user experi- ence . killer application . 139 . . . 2011 1 27 , 100 115 . . , . ? . MIT (2010.08.13) n e w s . h a n k o o k i . c o m / lpage/economy/201008/ h2010081309201121500.htm 97. 100 , 5 . . (21 ) 1995 . . . , . , , . . , Why write a book? Seth Godin (2010.01.26) sethgodin.typepad.com/seths_ blog/2010/01/why-write-a-book.html 98. 101 . . end-user experienece . . , CEO Jeffrey Preston Bezos . e-ink . . ? . , . , . geek lock-in de- vise , . . ? . , . . 99. 102 , . . . . . . 9.99 . . ? 21 P2P .(40 ) p2p , . . . , . . . , . . . . 100. 103 2010 E-book Technologies . . . . , . . , 140 . . , . , . . , , . , . . , . . . , . 101. 104 , ( , ?) . (96 ) . . . . . , . . PC . , ambient . , , . , . . , . . . ? . . . . 102. 105 . , . , . . 1 , . , . 103. a little about skype source: infografica.org i n f o g r a f i c a . org/2010/10/02/ infographic-a-little- about-skype/ 104. 107 . 2.0 IT , . MS IT , . . . P2P (2006.06.05) sgsgi.com/sgsg/c/read.jsp?serial =51&seq=1886&item=11&page_ no=6 105. 108 , IT . 2003 . OS MS . , . 2009 3 5 . . . . , 3G 4G . 4G . . . NP CP . Net Neutrality . 5 ... (2009.10.23) mushman.co.kr/2691205 106. 109 . . , Internet architecture end-to-end point principle . , , gen- erativity . . , , . , . . . , . Timothy Wu 107. 110 , Lawrence Lessig , , . . . . PC . . . . . 3G 2.0 , 4G . . 4G . ? 4 ? (2010.06.14) www.bloter.net/archives/32867 108. 111 . . . . ? ? ? . . . . , . . , . . 109. 112 , ? . . , , , . . 2010 , , , . , , . . . -, (2010.08.10) news.mk.co.kr/newsReadPrint. php?year=2010&no=431341 110. 113 3 111. 114 , Cloud Computing, what is that, and why shoud i care? source: www.wikibon.org wikibon.org/blog/cloud-computing 112. 115 PC . . PC . PC PC, PC . , PC . , . ? . . IT (70 ) IT PC , . IT IT 113. 116 , Today's Cloud Computing Landscape source: www.wikibon.org wikibon.org/blog/cloud-computing- landscape 114. IT 117 PC . IT , . . PC , . . CEO . , . . search democracy . . , . 115. 118 , , . IT . IT, . PC . . IT Meetup . 2001 Scott Heiferman . . 9.11 . . Alexis de Tocqueville , . Bowling Alone: The Collapse and Revival of American Community Robert D. Putnam Simon & Schuster (2001.08) - D. (2009.03) book.naver.com/bookdb/book_detail. nhn?bid=5925063 116. IT 119 9.11 . IT . . . . , , . , . . . . . Ronald Coase 1932 The Nature of the Firm . 117. 120 , . transaction cost . , , . . , . . . 2011 1 4 5 720 . , 2004 . . IT . IT, . , , , , . IT , , . . 118. IT 121 IT, CEO . . ? 2.0 . . www.meetup.com 119. 122 , . IT , . , . 120. 123 10 2000, . . . . , , . John Perry Barlow . , . , . 121. 124 , . . . . infosplit.com Cyril Houri . Vint Cerf 3 90% , . . , (42 ) . . IT . IT . 122. 125 IT , . , . . . . . . . IT , The Age of Access Jeremy Rifkin Tarcher (2000.03) (2001.05) book.naver.com/bookdb/book_detail. nhn?bid=5002 123. 126 , . . 10 . , . , IT . ? IT , . , . . . IT , , . Tweet Tweet Boom Boom Doree Shafrir (2010.04.18) nymag.com/news/media/65494 124. 127 . . . . . , IT . . . , . , . Niccol Ma- chiavelli , . IT Here Comes Everybody Clay Shirky Penguin (2008.02) (2008.06) book.naver.com/bookdb/book_detail. nhn?bid=4640984 125. 128 , , IT . , , . . , IT . . . . , . 126. 129 . . , . , . SNS Tipping Point Malcolm Gladwell Little, Brown and Company (2000.02) 21 (2004.09) book.naver.com/bookdb/book_detail. nhn?bid=1458570 127. 130 , critical mass . ? ? . . . . , . , . . 80 20 , . , , . 2007 ThePoint.com. . 128. SNS 131 18 . . Andrew Mason . . GroupOn. 2008 . 1 3 5 (4,235 ) . . Groupon and social buying venturebeat.com/2010/04/20/ groupon/ 129. 132 , . . SNS , . . ? . , . . . . . . . . , . , . 130. SNS 133 . . , . , , . , commons . SNS . . , ? Governing the Commons Elinor Ostrom Cambridge University Press (1990.11) (2010.09) book.naver.com/bookdb/book_detail. nhn?bid=6349325 131. 134 , . . . . , . . SNS . skeptical realism SNS . . 132. 135 . . . , . . , . , (17 ). . . 133. 136 , . IT . . , MS . IT . , IT . , , , . , , , . IT , . . , . . . 3COM Bob 134. 137 Metcalfe . , . , . IT . . . . . , , , . IT . Purple Cow: Transform Your Business by Being Remarkable Seth Godin Portfolio (2003.05) (2004.02) book.naver.com/bookdb/book_detail. nhn?bid=143096 135. 138 , , 2.0 , , , . , . IT . early adopter early majority . 6 1 . 3 1 . , . the better mousetrap hypothesis . Ralph Waldo Emerson . Crossing the Chasm Geoffrey A. Moore HarperBusiness (1999.07) (2002.02) book.naver.com/bookdb/book_detail. nhn?bid=68779 136. 139 1979 Roger J. Calantone Robert G. Coo- per 200 , A Discriminant Model for Identifying Scenarios of Industrial New Product Failure (28%) . . . . Robert Merton Solow 1987 You can see the com- puter age everywhere but in the productivity statistics . . . . . . . , , . . . 137. . 138. 141 4 139. The Clash of Civilizations Samuel P. Hungtinton Simon & Schuster (1998.01) (1997.06) book.naver.com/bookdb/book_detail. nhn?bid=1007 140. 143 . . . . , . . , . . , , . . . 141. 144 , . . 4 . 2009 7 , . . 2, 3, 4 , , . , 1979 30 . . 1989 , 2001 WTO , 2002 (SARS: ), 2006 , 2010 . . . . . , . . end-to-end point principle , 142. 145 . (42 ) , . , . . . , . . 4 . The World Is Flat 3.0 Thomas L. Friedman Picador (2007.07) 21 (2006.11) book.naver.com/bookdb/book_detail. nhn?bid=2611297 143. 146 , . . , . . , . IP URL . , . 2003 WAPI(Wired Authentication and Privacy Infrastructure: ) . 2005 CN2 , . . 144. 147 . . 2000 , . , . . 2006, . . , . , , , . . . 2005 1 30 99% . . . 70% 145. 148 , . Gmail . . 2010 1 . . 2001 WTO GATS(the General Agreement on Trade in Services) , GATS 2006 . . , . 2011 , CEO . , . . 10 , 146. 149 . , . , . , 2010 . 2011 11 , diplomatic cable 8 40 7 . UN . , P2P , . . . . 2.0 , 147. 150 , . . , . . . , . . . ? 21 . , . 30 . MIT , 148. 151 . 1979 1989 . , 1989 GDP . . 30 . . Roderick MacFarquhar , , Capitalism with Chinese Characteristics Yasheng Huang Cambridge University Press (2008.09) www.amazon.com/Capitalism-Chinese- Characteristics-Entrepreneurship-State/ dp/0521898102 149. 152 , . . : . , , . . . , . China: Fragile Super Power Susan L. Shirk Oxford University Press (2007.04) www.amazon.com/China-Superpower- Internal-Politics-Peaceful/dp/0195306090 150. 153 . , . nation-state . . 151. Obsessed With Facebook source: www.onlineschools.org mashable.com/2011/01/12/obsessed- with-facebook-infographic/ 152. 155 . . , . 2011 3 6 6 10 . 10 60 6 1, . . six degrees of separation theory . , Facebook Statistics by country www.socialbakers.com/facebook- statistics 153. 156 , . . social graph . . , social commerce . , IT . 20 . Linked: How Everything Is Connected to Everything Else and What It Means Albert-Laszlo Barabasi Plume (2002) : 21 (2002.10) book.naver.com/bookdb/book_detail. nhn?bid=114321 154. 157 , . 2006 news feed radical transparency . . . , CEO . . . . , , . . , 10 . . , . . Facebook and radical transparency danah boyd (2010.05.14) www.zephoria.org/thoughts/ archives/2010/05/14/facebook-and- radical-transparency-a-rant.html 155. 158 , . 2009 11 everyone . . . , . . . . . , , , , . . (2010.05.04) www.bloter.net/archives/30424 156. 159 . . ? FTC ? . , . , , . . , . , , . , . ? ? Y2K ? . 157. 160 , , , . , . . . Berkman Center web accessibility , Her- dict . , (78 ) . , , , RFID . 158. 161 . . . www.herdict.org 159. 163 2009 12 1. Defense Advanced Research Project Agency 4 . 40 4 , 10 . 9 9 . MIT , ? . 2.0 . MIT MIT (2010.03.26) biz.chosun.com/site/data/html_ dir/2010/03/26/2010032639109.html 160. 164 , , 9 10 . , , . . 4 MIT . 4 , MIT ? . , . NASA . . NASA . , . CD Baby TED: How to start a movement Derek Sivers (2010.02) www.ted.com/talks/derek_ sivers_how_to_start_a_ movement.html 161. 165 TED . , 3, 4 . . ? ? ? . . (127 ) TED: Clay Shirky (2009.06) www.ted.com/talks/lang/kor/ clay_shirky_how_cellphones_ twitter_facebook_can_make_ history.html 162. 166 , . , 2009 TED . ? . . ? TED . TED: ? Evgeny Morozov (2009.07) www.ted.com/talks/lang/kor/ evgeny_morozov_is_the_ internet_what_orwell_feared. html 163. 167 . ? 3 . , . . , . . , . . ? , . , . . . MIT . 164. 168 , . MIT ? , , generativity . , , . . (96 ) , , . . , . , 2011 ? , , ? . . . . 165. 169 ? . . fad . . , , , . . , . , , , , How- IT 166. 170 , ard Schult , . 10, 30 . , . ? mass customization . 4 . , 2~3 1 . , 2 . 3 . The Experience Economy Joseph Pine Harvard Business Press (1999.04) H. , B. 21 (2010.09) book.naver.com/bookdb/book_detail. nhn?bid=6374371 167. IT 171 4 . . . . 4 , ? . . . , , , . . ? . , . , ? ? ? . . . , . . . 168. 172 , . . PC . . IT ? 2.0, , . . IT . . . , . , , . , . , , . , . . . 2010 Google Buzz . . Gmail 169. IT 173 , . . . . . IT , Gigya , 2010 2 73% . . , . , . , . , . . . . . . , . ? (2010.02.23) www.bloter.net/archives/26176 170. 174 , ? . . 1999 Pierre San- sot , . , . . , , , , . . . , . . Robert Louis Stevenson, Oscar Wilde . . 171. IT 175 , . , , . . . . , , . , . , . , , . . . , . . , 172. 176 , . , , . . , , . . . , IT . . The Design of Future Things Donald A. Norman Basic Books (2009.05) (2009.08) book.naver.com/bookdb/book_detail. nhn?bid=6068338 173. IT 177 174. 178 , 175. IT 179 176. 180 ,