Web 2.0 describes how the internet has become driven by users, converging the line between producer and consumer. An example of this is user-generated content, like the fan-art that was made for the Cornetto Trilogy, or the poster for Hinterland which was also fan-made. This web 2.0 theoretically allow indies more of a chance at achieving successful distribution online, by setting up twitters, instagrams and being able to engage with audiences directly.
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