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Level 4: Individual, Networked, Social Interaction with Content (Me to We with Museum) This is the level where web 2.0 sits. Individuals still do their interacting with the content singly, but their interactions are available for comment and connection by other users. And the architecture promotes these connections automatically. For example, on Netflix, when you rate a movie highly, you don’t just see how others have rated it; Netflix recommends other movies to you based on what like-minded viewers also rated highly. By networking the ratings, tags, or comments individuals place on content, individuals are linked to each other and form relationships around the content. A successful level 4 experience uses social interaction to enhance the individual experience; it gets better the more people use it. The social component is a natural extension of the individual actions. Which means, perhaps, users are ready for…

As always, comments are encouraged—and in this case, strongly desired as I work on refining this content for the article.

using web 2.0 to promote civic discourse in museums, I’m developing an argument about the “hierarchy of social participation.” I believe that, as with basic human needs, experience design in museums (and for other content platforms) can occur on many levels, and that it is hard to achieve the highest level without satisfying, or at least understanding, those that come before it. One of the impediments to discourse in museums is that fact that designers want to jump straight from individuals interacting with content to interacting with each other. It’s a tall order to get strangers to talk to each other, let alone have a meaningful discussion. And so, I offer the following hierarchy of social participation.