The Beijing Olympics (2008) Advertainment Portal

The Beijing Olympics (2008) Advertainment Portal

Natalie Pang (Monash University, Australia) and Don Schauder (Communication University of China, China)
Copyright: © 2007 |Pages: 5
DOI: 10.4018/978-1-59140-989-2.ch011
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Abstract

As communities develop their sense of identities, the Web reflects such identities through the appearances of Web portals. This short article argues that it is not only technologies that drive the emergence and popularity of portals, but the very sense of commonality that communities share fuels and propels the development and growth of portals. Such commonalities contribute to the establishment of a “knowledge commons” within the community; a virtual space dedicated to the sharing of understanding, memory, and practical know-how. Using a case study of a portal developed for the purpose of producing “advertainment” content in the upcoming Beijing Humanistic Olympics, the role of portals in contributing to the establishment of the knowledge commons is investigated.

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