In some ways, the most significant change from Web 1 to Web 2.0 was the cultivation of influence, maybe even authority, that arose from the conjunction of two developments, first the growth of the user base to include practically everyone, and second the centralization of info under brands, which let the uninitiated infer that someone was responsible for what was being said.

When we talk about the spread of mis- or even dis- information on the internet, the presence of false or deliberately misleading info is nothing new. Web 1 was rife with it. What changed is the audience's susceptibility, and that changed in part because the internet (rather than specific sources on the Web) had come to be seen as a viable source of mostly reliable info.

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