The Design of Web 2.0: The Rise of the Template, The Fall of Design

The downside to template-driven design is explored, tracing the decline of homepage web authoring alongside the rise of social networking sites and calling for a renewed attention to the rhetoric of design.

Abstract

In a time when Web 2.0 technologies dominate web experiences, and when the media by and large sings the praises of the personal empowerment afforded by such technologies, it is important to bring a critical lens to the design of Web 2.0. Although there are many empowering and engaging features of user-driven content, this article explores the downside to template-driven design. Through tracing the decline of homepage web authoring (where users had control of visual design choices) alongside the rise of social networking sites (where users have little to no control over the visual design of their representation), I call for a renewed attention to the rhetoric of design.