The Internet was first used as a tool to transfer information between American military and scientific agencies in the 1960s. It has evolved considerably since then and in developed countries the Internet through the World Wide Web has become an important part of everyday life. Information can be passed immediately from one computer to another anywhere in the world creating a global village. Web 2.0 is a term that to some extent redefines the uses of the Internet or more precisely the World Wide Web. It was coined by Tim O'Reilly at a conference in 2004 and, as the name suggests, does not refer to technological advances in structure of the World Wide Web but rather to the development of software that allows users to interact with the content of the Web page and with each other. When the World Wide Web was launched in the early 1990s, its uses were limited to viewing the content of web pages. With the advent of Web 2.0 technologies people can communicate more effectively via instant messaging or video calls, share multimedia content such as videos, music, photographs, subscribe to social networking sites or express your opinions on any topic through blogs. Web 2.0 technologies allow marketing companies to advertise to specific target markets through social networking sites. All social networking sites require the user to enter personal information to create a profile that divides the site's users into key demographic categories of gender, age and class. This allows site administrators to effectively advertise products developed for a specific target market. One aspect of social networks is that people can represent themselves to the world in a self-designed home page or profile. This allows users to create a character they feel uncomfortable or uncomfortable with… amidst the paper and constraints of reality. In: Gauntlett, D. and Horsley, R. (eds.) (2004): Web Studies – 2nd edition (London, Arnold. Ch. 4). Curran, J. (2010), Rise of the new media: sociology of the Internet. In: Curran J. and Seaton, J. (2010) Power without responsibility: print, broadcast and new media in Britain (London, Routledge, 7th edition. Ch. 18). Henten, A; Skouby, Knud E. (2002), Information Society and Commercial and Industrial Policy. In: Lievrouw, Leah A. and Livingstone S; (ed.) (2002): Handbook of new media: social shaping and consequences of ICT (London, Sage. Ch. 19). Seiter, E. (1999), Television and the Internet. In: Caldwell, John T. (ed.) (2000): New Media Theories: A Historical Perspective (London, Athlone. Ch. 11). Thurlow, C; Lengel, L; Tomic, A. (2004), Computer-Mediated Communication: Social Interaction and the Internet (London, Sage)