Introduction
Web 2.0 technologies are the most utilised participatory form of mass speech yet developed on the Internet today. This paper examines the dynamics behind this phenomenal popularity rise by specifically focussing on the individuals generating content for Web 2.0 services and breaks down the social processes at work on an individual as they relate to the Internet and Web 2.0. It shows how contemporary forms of the process of individualisation in our society cannot be understood as solitary and egoistic self isolation (Singly, 2003) and that one of the main characteristics of Web 2.0 services is that when an individual makes a personal production public, it creates a new articulation between individualism and solidarity.
