Web 2.0 intersects web application features with participatory information sharing, interoperability, user-centered design, and collaboration. Some examples of this application of web 2.0 include social networking sites (facebook, google +, myspace, twitter), online free sources (wikipedia, panoramio), blogs, photo and video sharing (youtube, vimeo, flickr), and online digital map (google map, google earth, open street map, bing maps). All this applications provide the user-interface that allow user to add value, information or data to the website application they used. It is, so called, the ‘architecture of participation’, using network as an open platform. Following the logic of open source software, where multiple users can simultaneously share and develop software, fixing bugs and adding features to it. No more single authorship claiming complex intelligence.
In 2011 the population of netizen, people who actively use internet, in Indonesia reaching more than 50 million people, and keep increasing every year. By the end of 2011, Indonesia’s twitter population reach19.5 million people, the fifth rank in the world. This mass of individuals is a huge potential. Subjectivity is one of the key word of today’s era.
In internet society, people are embraced to express their subjective opinion, intelligence, perception and arguments. Borrowing the starbucks economy, the idea that people make choices – in their coffee, their milk, and their sweeteners – and the personalization triumph the mainstream. With the rise in freedom of choice has come a rise in individuality. The more choices people have, the more they segregate themselves into smaller and smaller niches in society. These niches, people with similar, relevant and “valid” subjectivity will gather and slowly form a collective subjectivity, a multitude, a community.
 PENN, M. J., ZALESNE, E. K. (2007). Micro Trends. London: Penguin books. xi – xxi.