No one would deny that the internet has had a dramatic effect on all of our lives, The Arab Spring is just one example of the power that the internet has transferred into the hands of its users. It is a medium which has pulled society out of a two-dimensional space into something unimaginably bigger and more complex. It is a machine which is growing exponentially and whose development in form and structure is more like the human brain than anything that humankind has ever created.As Lee-Roy Chetty says in the opening chapter of his book, Imagining Web 3.0, “The Internet at its current growth rate and development stands to be the greatest machine ever built in the history of humanity”.But what of the future? What developments are in store, and what changes can we expect as the Web develops?

Do not be misled by the word `imagining` in the title. This is not a futuristic fantasy. “Without getting too sci-fi, I thought it was important to look at where this incredible machine is going to take us. I was particularly interested in how traditional media would be affected by a dynamic internet environment,” Chetty explains. The research for Imagining Web 3.0 formed part of Chetty`s Masters degree in Media Studies from the University of Cape Town and the University of Massachusetts, Amherst. A two-time recipient of the National Research Fund Scholarship, he is currently completing his PhD through UCT and a degree in Economics with Unisa. He is currently employed by the Department of International Relations and Cooperation in the South African government, in public diplomacy.In his book, Chetty explains that the current version of the internet, Web 2.0, can be defined as the Social Web. It has broken down traditional, monolithic methods of communication and content generation and has forged new avenues of communication and collaboration.In the opening chapters of his book, Chetty examines the political economy of the media, and looks at what could stand in the way of the changes.“I wanted to examine what would happen when intelligent software was added to that mix,” Chetty explained. “We are entering an era of the sentient web. In Web 3.0 we will see content being refined and analysed by the internet itself. I foresee an internet which has the power to learn, intuit and decide about the information it contains. The experience for both content providers and users will be beyond anything we have seen before.”Chapters three, four and five look at the expected impact of these changes and what media companies are doing, correctly and incorrectly, to deal with the new web. Chetty also proposes some possible solutions.The sixth chapter looks at an area which is close to Chetty`s heart: the potential impact on the South African consumer of Web 3.0 with particular reference to the challenges posed by the digital divide in this country. “Web 3.0 will usher in true globalisation,” he says. “I am passionately committed to finding ways that we can use technology to grow our economy and reduce unemployment. For South Africa, this is the true value of Web 3.0. This is a game-changer in terms of the way society works. The web of openness will offer tremendous opportunities for us all. I hope my book will go some way to making sure that we are ready to grasp those opportunities and make the most of them.” Ends Issued on behalf of Lee-Roy Chetty by HIPPO CommunicationsFor further information or interviews please contact:Beryl Eichenberger 021 556 8200 beryl@hippocommunications.com Editor’s notesShort biographyLee-Roy Chetty began his career in advertising at Ogilvy Cape Town, working as a digital strategist on some of South Africa’s biggest and most loved brands. He holds a Masters degree in Media studies from the University of Cape Town and the University of Massachusetts, Amherst. A two-time recipient of the prestigious National Research Fund Scholarship, he is currently completing his PhD through UCT as well as a degree in Economics with Unisa. He works for the Department of International Relations and Cooperation in the South African government in public diplomacy. Imagining Web 3.0by Lee-Roy ChettyISBN 978-0-620-51715-7Published by Big Red (2011)RRP: R220Also available on line: Amazon, Barnes and Noble, I-Tunes, Kalahari.net and in all good bookstores.