title: Sergio Mattarella

text: In December 1999, Mattarella was appointed Italian Minister of Defence in the D'Alema II Cabinet. As Minister of Defence, he supported the NATO bombing of Yugoslavia against the Serbian president Slobodan Milošević; he also approved a reform of the Italian Armed Forces which abolished conscription. After the resignation of D'Alema in 2000, Mattarella kept his position as Minister of Defence in the Amato II Cabinet.


title: Sergio Mattarella

text: In October 2000, the PPI joined with other centrist parties to form an alliance called The Daisy (DL), later to merge into a single party in March 2002. Mattarella was re-elected to the Italian Parliament in the 2001 and 2006 general elections, standing as a candidate for The Daisy in two successive centre-left coalitions: The Olive Tree and The Union ("L'Unione"). In 2007, Mattarella was one of the founders of the Democratic Party (PD), a big tent centre-left party formed from a merger of left-wing and centrist parties which had been part of The Olive Tree, including The Daisy and the Democrats of the Left (heirs of the PCI).


title: Sergio Mattarella

text: On 5 October 2011, Mattarella was elected by the Italian Parliament with 572 votes to be a judge of the Constitutional Court of Italy. He was sworn in on 11 October 2011 and served until he was sworn in as President of the Italian Republic in January 2015.


title: Sergio Mattarella

text: On 31 January 2015, Mattarella was elected the president of Italy at the fourth ballot with 665 votes out of 1,009, with support from the Democratic Party (PD), New Centre-Right, Civic Choice, Union of the Centre, and Left Ecology Freedom. Mattarella was officially endorsed by the PD after his name was put forward by Matteo Renzi, the prime minister of Italy at the time. He replaced Giorgio Napolitano, who had served for nine years, the longest presidency in the history of the Italian Republic; since Napolitano had resigned on 14 January, Senate president Pietro Grasso was the Acting President at the time of Mattarella's inauguration on 3 February. Mattarella's first statement as new president was thusly: "My thoughts go first and especially to the difficulties and hopes of our fellow citizens."


title: Sergio Mattarella

text: Mattarella's first presidential visit was on the day of his election, when he visited the Fosse Ardeatine, where during World War II in 1944 the German Nazi occupation troops killed 335 people as a reprisal for an Italian resistance movement attack. Mattarella stated that "Europe and the world must be united to defeat whoever wants to drag us into a new age of terror".


title: Sergio Mattarella

text: On 16 February 2015, Mattarella appointed Ugo Zampetti as Secretary-General to the Presidency of the Republic, the head of the presidential secretariat. While three days before, on 13 February, the President appointed Giovanni Grasso as his special counselor for press and communication. As of 2022, Zampetti, a civil servant with a long-time experience within Italian politics, and Grasso, a journalist and writer, are still holding their posts.


title: Sergio Mattarella

text: On 6 May, he signed the new Italian electoral law, known as "Italicum", which provides for a two-round system based on party-list proportional representation, corrected by a majority bonus and a 3% election threshold. Candidates run for election in 100 multi-member constituencies with open lists, except for a single candidate chosen by each party who is the first to be elected.


title: Sergio Mattarella

text: On 4 December 2016, a constitutional referendum was held in Italy. Voters were asked whether they approve a constitutional law that amends the Constitution of Italy to reform the composition and powers of the Parliament of Italy, as well as the division of powers between the state, the regions, and administrative entities. The bill, put forward by then-Prime Minister Matteo Renzi, and his centre-left Democratic Party, was first introduced by the government in the Senate on 8 April 2014. After several amendments were made to the proposed law by both the Senate and the Chamber of Deputies, the bill received its first approval on 13 October 2015 (Senate) and 11 January 2016 (Chamber of Deputies), and its second and final approval on 20 January (Senate) and 12 April (Chamber of Deputies).


title: Sergio Mattarella

text: In accordance with Article 138 of the Constitution of Italy, a referendum was called after the formal request of more than one-fifth of the members of both the Senate and the Chamber of Deputies, since the constitutional law had not been approved by a qualified majority of two-thirds in each house of parliament in the second vote. 59.11% of voters voted against the constitutional reform, meaning it did not come into effect. This was the third constitutional referendum in the history of the Italian Republic; the other two were in 2001, in which the amending law was approved, and in 2006, in which it was rejected.


title: Sergio Mattarella

text: Following the defeat, Prime Minister Renzi resigned. On 11 December, Mattarella appointed the incumbent Minister of Foreign Affairs Paolo Gentiloni as new head of the government. Gentiloni led a government composed by PD, NCD, and other minor centrist parties, the same majority of Renzi's. According to many political analysts and commentators, the appointment of Gentiloni caused tensions between Mattarella and Renzi, who asked the president to dissolve the parliament and call for a snap election in 2017. This version was later confirmed by Renzi during a press conference following the 2018 general election, in which he stated it was an error not to vote in 2017.


title: Sergio Mattarella

text: The March 2018 election resulted in a hung parliament, with no coalitions able to form a majority of seats in both the Chamber of Deputies and the Senate. The election was seen as a backlash against the Establishment with the Five Star Movement (M5S) and the League becoming the two largest parties in the Parliament.


title: Sergio Mattarella

text: After the election's results were known, Luigi Di Maio, leader of the M5S, and Matteo Salvini, secretary of the League, each urged that Mattarella should give him the task of forming a new cabinet because he led the largest party or coalition, respectively. On 5 March, Matteo Renzi declared the PD to be in the opposition during this legislature and resigned as party leader when a new cabinet was formed. On 6 March, Salvini repeated his campaign message that his party would refuse any coalition with the M5S. On 14 March, Salvini offered to govern with the M5S, imposing the condition that League ally Forza Italia (FI), led by former prime minister Silvio Berlusconi, must also take part in any coalition. Di Maio rejected this proposal on the grounds that Salvini was "choosing restoration instead of revolution" because "Berlusconi represents the past". Moreover, Alessandro Di Battista, a prominent M5S leader, denied any possibility of an alliance with FI, describing Berlusconi as the "pure evil of our country".


title: Sergio Mattarella

text: The consultations between Mattarella and the major political parties in Italy on 4 and 5 April failed to result in a candidate for the prime minister, forcing Mattarella to hold another round of consultation between 11 and 12 April.


title: Sergio Mattarella

text: On 18 April, Mattarella tasked the President of the Senate Elisabetta Casellati with trying to reconcile the issues between the centre-right coalition and the M5S in order to break the post-election political deadlock and form a fully functional new government; however, she failed to find a solution to the conflicts between the two groups, especially between FI and the M5S. On 23 April, after Casellati's failure, Mattarella gave an exploratory mandate to the President of the Chamber of Deputies Roberto Fico to try to create a political agreement between the Democratic Party (PD) and the M5S. On 30 April, following an interview of Renzi, the PD's former leader, in which he expressed his strong opposition to an alliance with the M5S, Di Maio called for new elections.


title: Sergio Mattarella

text: On 7 May, Mattarella held a third round of government formation talks, after which he formally confirmed the lack of any possible majority (the M5S rejecting an alliance with the centre-right coalition, the PD rejecting an alliance with both M5S and the centre-right coalition, and the League's Salvini refusing to form a government with M5S unless it included Berlusconi's FI, whose presence in the government was explicitly vetoed by the M5S's leader Di Maio); as a result, he stated his intention to soon appoint a "neutral government" (ignoring the M5S and the League's refusal to support such an option) to take over from the Gentiloni Cabinet, which was considered unable to lead Italy into a second consecutive election, as it represented a majority from a past legislature, and suggested an early election in July, which would be the first summer general election in Italy, as an option in light of the ongoing deadlock. The League and the M5S agreed to hold new elections on 8 July, an option that was rejected by all other parties.


title: Sergio Mattarella

text: On 9 May, after a day of rumours, the M5S and the League officially asked Mattarella to give them 24 more hours to strike a coalition agreement between the two parties. Later that same day, Berlusconi stated that FI would not support an M5S–League government on a vote of confidence but would maintain the centre-right alliance, opening the door to a possible majority government between the two parties. On 13 May, the M5S and League reached an agreement in principle on a government program, clearing the way for the formation of a governing coalition between the two parties, but could not agree regarding the members of a government cabinet, most importantly the prime minister. The M5S and League leaders met with Mattarella on 14 May to guide the formation of a new government. At their meeting with Mattarella, both parties asked for an additional week of negotiations to agree on a detailed government program, as well as a prime minister to lead the joint government. Both the M5S and the League asked their respective members to vote on the government agreement by the weekend.


title: Sergio Mattarella

text: On 21 May, a private law professor, Giuseppe Conte, was proposed by Di Maio and Salvini for the role of Prime Minister of Italy. Despite reports in the Italian press suggesting that Mattarella still had significant reservations about the direction of the new government, Conte was invited to the Quirinal Palace on 23 May to receive the presidential mandate to form a new cabinet. In the traditional statement after the appointment, Conte said that he would be the "defense lawyer of Italian people".


title: Sergio Mattarella

text: On 27 May, Conte renounced his mandate due to conflicts between Salvini and Mattarella. Salvini had proposed university professor Paolo Savona as Italian Minister of Economy and Finances, but Mattarella strongly opposed the appointment, considering Savona too Eurosceptic and anti-German. In his speech after Conte's resignation, Mattarella declared that the two parties wanted to bring Italy out of the eurozone and that, as the guarantor of the Italian constitution and the country's interest and stability, he could not allow this. Mattarella subsequently gave economist Carlo Cottarelli the presidential mandate to form a new government.


title: Sergio Mattarella

text: Mattarella's decision prompted furious reactions from the M5S, who called for Mattarella's impeachment, a move also supported by opposition party Brothers of Italy. The League did not support this action. Calls for impeachment were strongly criticized by Italian and international press. Luciano Fontana (editor of "Corriere della Sera") defended Mattarella and said that "Di Maio and Salvini are responsible for this crisis", while Mario Calabresi (editor of "la Repubblica") dismissed impeachment proposals as "delirious", and "La Stampa" called Di Maio and Meloni's proposal "extremely irresponsible". "HuffPost" editor Lucia Annunziata dismissed Di Maio and Salvini as "liars", while news magazine "L'Espresso" called them "subversive", and "Le Monde" praised Mattarella as an "intransigent guardian of the Constitution". The president was also defended by "The Guardian", "Libération", and "Der Spiegel". German business newspaper "Handelsblatt" titled "Forza Mattarella!" ("Go Mattarella!") Marco Travaglio and Maurizio Belpietro (editors of "Il Fatto Quotidiano" and "La Verità") criticized Mattarella's move as an abuse but recognized that it was not sufficient to start an impeachment procedure. After a few days, the M5S and the League agreed not to propose Savona as finance minister; on 31 May, Conte received again the presidential mandate to form the new cabinet. The new government was sworn in on 1 June.


title: Sergio Mattarella

text: In August 2019, Deputy Prime Minister Salvini launched a motion of no confidence against Conte, after growing tensions within the majority. Many political analysts believe the no-confidence motion was an attempt to force early elections to improve Lega's standing in the Italian Parliament, ensuring that Salvini would become the next prime minister. On 20 August, following the parliamentary debate in which Conte accused Salvini of being a political opportunist who "had triggered the political crisis only to serve his personal interest", the prime minister resigned his post to President Mattarella. On the following day, Mattarella started the consultations with parliamentary groups.


title: Sergio Mattarella

text: During the round of consultations between Mattarella and the parliamentary groups, a possible new majority emerged, between the M5S and the Democratic Party (PD). On 28 August, the PD's leader Nicola Zingaretti favored keeping Conte at the head of the new government. On the following day, Mattarella received Conte to give him the task of forming a new cabinet. On 4 September, Conte introduced his new cabinet, which was sworn in at the Quirinal Palace on the following day. On 9 September 2019, the Chamber of Deputies expressed its confidence in the government with 343 votes in favour, 263 against, and 3 abstentions. On 10 September 2019, in the second vote of confidence in the Senate, 169 lawmakers voted in favour of the new government and 133 voted against.


title: Sergio Mattarella

text: In January 2021, Matteo Renzi, former prime minister and leader of Italia Viva (IV), who split from the PD in 2019, revoked his party's support to the government of Conte, who did not resign immediately. On 18 and 19 January, Renzi's party abstained and the government won the key confidence votes in the Chamber and in the Senate but failed in reaching an absolute majority in the Senate. On 26 January, Prime Minister Conte resigned from his office, prompting President Mattarella to start consultations for the formation of a new government.


title: Sergio Mattarella

text: In February, when the consultations for the formation of a Conte's third government failed, Mattarella gave Mario Draghi, former president of the European Central Bank, the task of forming a government of national unity. On 3 February, Draghi accepted with reservation the task of forming a new cabinet and started the consultations with the presidents of the two houses.


title: Sergio Mattarella

text: After successful negotiations with parties including FI, the League, the M5S, and the PD, Draghi was sworn in as the prime minister on 13 February, pledging to oversee effective implementation of COVID-19 economic stimulus. Draghi's government has been described as both a national unity government and "president's government", a cabinet sponsored by and implemented by Mattarella.


title: Sergio Mattarella

text: During Mattarella's presidency, Italy was hit by a major outbreak of the COVID-19 pandemic. In February 2020, Italy became one of the countries with the highest number of confirmed cases of COVID-19. , there have been more than 20 million COVID-19 cases confirmed and more than 175,000 deaths; the pandemic mainly started in Lombardy, Emilia-Romagna, Piedmont, and Veneto but then spread through the whole country.


title: Sergio Mattarella

text: On 22 February, the Council of Ministers introduced a bill to contain the COVID-19 outbreak, quarantining more than 50,000 people from 11 different municipalities in Northern Italy. After few days, schools and universities closed in the whole country. On 8 March, the Italian government extended the quarantine to the entire region of Lombardy and 14 other northern provinces, putting more than a quarter of the national population under pandemic lockdown. On the following day, the government extended the quarantine measures previously applied only in the so-called "red zones" to the whole country, putting "de facto" 60 million people in lockdown. At the time of its application, this measure was described as the largest lockdown in human history.


title: Sergio Mattarella

text: On 18 May, the lockdown officially ended and the government allowed the re-openings of bars, restaurants, barbers and gyms. The possibility to travel between different regions was restored on 3 June.


title: Sergio Mattarella

text: Starting from July, many countries in Europe, including Italy, witnessed a new rise in detected COVID-19 cases. On 7 October, the parliament postponed the end of the state of emergency to 31 January 2021, and Prime Minister Conte imposed the use of protection mask outdoors. On 13 October 2020, the Italian government reintroduced stricter rules to limit the spread of COVID-19. Demonstrations and gatherings of people were strictly forbidden. Regions and municipalities were given the power to only tighten but not release containment measures. On 25 October, the government introduced new restrictions, imposing the closing of gyms, swimming pools, theatres, and cinemas, as well as the closing of bars and restaurants by 6 pm. Restrictions were later confirmed until April 2021 by the new government led by Mario Draghi.


title: Sergio Mattarella

text: On 15 March 2021, Prime Minister Draghi placed the majority of Italy under so-called "full lockdown" conditions, with non-essential businesses closing and travel restricted, in response to an increase in the transmission of COVID-19; unlike the 2020 lockdown, factories and some other workplaces were allowed to remain open. Draghi vowed that Italy would see its vaccination programme triple in April, reaching 500,000 people per day by that time.


title: Sergio Mattarella

text: In June 2021, the more contagious SARS-CoV-2 Delta variant became predominant in Italy. In August 2021, the government extended the requirement of the EU Digital COVID Certificate, also known as Green Pass, to the participation in sports events and music festivals but also to the access to indoor places like bars, restaurants and gyms, as well as to long-distance public transportation, in an attempt to contain the spread of new variants. On 15 October, Italy became the first country in the world to establish a mandatory COVID-19 vaccination certificate for the entire work force, public, and private.


title: Sergio Mattarella

text: On 31 December, during what was anticipated to be his last speech to the nation as president and within a dramatic increasing in COVID-19 cases, Mattarella thanked all the Italians who got vaccinated, stressing that "wasting vaccines was an offense to anyone who didn't have them". Mattarella also stated that during his seven-year term he never felt alone, thanking Italians to have shown "the best face of the country".


title: Sergio Mattarella

text: During 2021, despite high popularity amid the COVID-19 pandemic in Italy, President Mattarella expressed his unavailability regarding a second term, which had been proposed by various political forces, recalling similar remarks made by his predecessors Antonio Segni and Giovanni Leone. Despite his firm denial, Mattarella received several votes in the ballots, notably reaching 336 votes in the sixth ballot and 387 in the seventh one, even if no major party or coalition formally supported him as a candidate. On the morning of 29 January, after the fall of all other possible candidacies and the impossibility of reaching a shared candidacy between the two major coalitions, the re-election of incumbent president Mattarella became a serious alternative. On the same day, Mattarella agreed to serve a second term, and was re-elected with 759 votes, as most party leaders and Prime Minister Mario Draghi asked him to accept their joint nomination for another term.


title: Sergio Mattarella

text: On 3 February, President Mattarella was sworn in for his second term in front of a joint assembly of the parliament. He called for unity, saying: "We still need to work together to strengthen Italy, beyond the current difficulties." He also commented on the Russo-Ukrainian crisis, stating: "We cannot accept that now, without even the pretext of competition between different political and economic systems, the winds of confrontation are once again blowing across a continent that has experienced the tragedies of the First and Second World Wars." Mattarella added: "We must appeal to our resources and those of allied and friendly countries so that the displays of strength give way to mutual understanding so that no people should fear aggression from their neighbours." Following the invasion of the country, Mattarella strongly condemned Vladimir Putin's decision to attack Ukraine, describing the invasion as a "brutal war" and a "nineteenth-century-like attack that evoked frightening scenarios, with humanity as the protagonist of its own ruin".


title: Sergio Mattarella

text: On 13 July 2022, M5S Giuseppe abstained during the confidence vote on the "decreto aiuti" (), a bill that introduced stimulus to contrast the ongoing energy crisis. On the following day, the M5S left the Senate floor during the voting process, "de facto" opening a government crisis within the Draghi's cabinet. Following the M5S's abstention, Prime Minister Draghi consulted with President Mattarella about the crisis and, after a few hours, he formally resigned as Prime Minister citing a lack of political trust and confidence within the government's majority. However, Mattarella rejected the resignation because the government had largely won the confidence vote in the Senate and invited the prime minister to address the Parliament, explaining the political situation.


title: Sergio Mattarella

text: On 20 July, the government failed to reach the absolute majority in the confidence vote as Lega, FI and M5S decided not to take part in the ballot, "de facto" causing the fall of the government. On the following day, after a speech in front of the Chamber of Deputies, Draghi officially resigned as prime minister. Mattarella accepted his resignation, but Draghi will remain in office as caretaker prime minister, until the formation of a new government following the upcoming general election. On the same day, Mattarella summoned Draghi, Roberto Fico and Elisabetta Casellati to the Quirinal Palace and then dissolved the Parliament. In a brief speech to the nation, Mattarella stated: "Pauses are not possible at the moment we are going through: energy costs have consequences for families and businesses, economic difficulties must be addressed, there are many obligations to be closed in the interest of Italy."


title: Sergio Mattarella

text: The 2022 general election, held on 25 September, was characterized by a strong showing of the centre-right coalition led by Giorgia Meloni's Brothers of Italy (FdI), which won an absolute majority of seats in the Italian Parliament. On 20 October, a few days after the elections of the presidents of the two houses of Parliament, Ignazio La Russa of FdI on 13 October for the Senate of the Republic, and Lorenzo Fontana of the League on 14 October for the Chamber of Deputies, Mattarella officially launched consultations on the formation of a new cabinet.


title: Sergio Mattarella

text: On the following day, the centre-right coalition formally proposed Meloni as its candidate to the premiership. In the afternoon, Mattarella summoned Meloni to the Quirinal Palace and gave her the task of forming a new cabinet, which will be officially sworn in on 22 October. Meloni was the first woman to serve as Prime Minister of Italy.


title: Sergio Mattarella

text: Mattarella was married to Marisa Chiazzese, daughter of Lauro Chiazzese, a professor of Roman law and rector of the University of Palermo. His wife died in 2012. He has three children: Laura (born 1967), Bernardo Giorgio (1968), and Francesco (1973). His daughter Laura has acted as "de facto" First Lady, accompanying her father on official trips outside Italy. Mattarella is a Roman Catholic.


title: Sergio Mattarella

text: Best known for its involvement in politics, Mattarella's family has held various national and regional offices spanning across two generations. His father Bernardo Mattarella was a member of the Constituent Assembly and served as minister in various governments from 1953 until 1963. His brother Piersanti Mattarella was murdered in 1980 in Sicily by while serving as president of the Regional Government of Sicily. Another brother, Antonio Mattarella, was managing director of the Investment Banking division of Goldman Sachs from 2005 to 2017.


title: Sergio Mattarella

text: Mattarella is an association football fan and a supporter of Inter Milan. As head of state, he attended the UEFA Euro 2020, which included Italy as one of the hosts, and the UEFA Euro 2020 Final at Wembley Stadium on 11 July 2021, which was won by Italy, beating England on penalty kicks following a 1–1 draw after extra time. On the following day, he hosted the national team at the Quirinal Palace to celebrate.


title: Sergio Mattarella

text: At the end of his first term, Mattarella's approval rating was among the highest ever for an Italian president and the highest among Western world leaders. According to the polling firm Ixè, Mattarella's approval rating in December 2021 was at 77%, while it stood at 66% according to SWG and 65% according to Quorum–YouTrend.


title: Chiranjeevi filmography

text: Chiranjeevi is an Indian actor and producer who works predominantly in Telugu cinema. He has also appeared in Hindi, Tamil and Kannada films. He made his acting debut in 1978, with the film "Punadhirallu". However, "Pranam Khareedu" was released earlier at the box office. Known for his break dancing skills, Chiranjeevi has starred in 150 feature films. He rose to stardom after playing the lead in the action film "Khaidi" (1983). His 1987 film "Swayamkrushi" premiered at the Moscow International Film Festival. He co-produced "Rudraveena" (1988), which won the National Film Award for Best Feature Film on National Integration. In a film career spanning thirty five years, He won four state Nandi Awards and nine Filmfare Awards South.


title: Chiranjeevi filmography

text: In 2006, Chiranjeevi was honoured with the Padma Bhushan, India's third highest civilian award, for his contributions to Indian cinema, and was presented with an honorary doctorate from Andhra University. In 2013, he inaugurated the Incredible India "Exhibition", a joint participation of the Ministry of Tourism and Ministry of Information and Broadcasting at the 66th Cannes Film Festival. He also represented Incredible India at the 14th International Indian Film Academy Awards ceremony held in Macau. In 2013, IBN LIVE named him as one of "The men who changed the face of the Indian Cinema".


title: Chiranjeevi filmography

text: Chiranjeevi's 1992 film Gharana Mogudu, is the first Telugu film to gross over 10 crore at the box office. The film made Chiranjeevi the highest-paid actor in India at the time, catapulting him to the cover pages of noted national weekly magazines in India. The entertainment magazines "Filmfare" and "India Today" named him "Bigger than Bachchan", a reference to Bollywood's Amitabh Bachchan. News magazine "The Week" hailed him as "The new money machine". He was paid a remuneration of 1.25 crores for the 1992 film "Aapadbandhavudu," the highest for any Indian actor then. In 2002, Chiranjeevi was given the "Samman Award" for the Highest Income Tax Payer for the assessment year 1999-2000 by the Minister of State for Finance, Government of India. A poll conducted by CNN-IBN in 2006 named Chiranjeevi the most popular star of the Telugu Film Industry.


title: Chiranjeevi filmography

text: In 2022, Chiranjeevi starred in "Acharya" directed by Koratala Siva co-starring Ram Charan, Sonu Sood and Pooja Hegde. His second film released in 2022 was "Godfather", in which Salman Khan and Nayanthara played supporting roles.


title: Mountain Dew

text: Mountain Dew, stylized as Mtn Dew, is a carbonated soft drink brand produced and owned by PepsiCo. The original formula was invented in 1940 by Tennessee beverage bottlers Barney and Ally Hartman. A revised formula was created by Bill Bridgforth in 1958. The rights to this formula were obtained by the Tip Corporation of Marion, Virginia. William H. "Bill" Jones of the Tip Corporation further refined the formula, launching that version of Mountain Dew in 1961. In August 1964, the Mountain Dew brand and production rights were acquired from Tip by the Pepsi-Cola company, and the distribution expanded across the United States and Canada.


title: Mountain Dew

text: Between the 1940s and 1980s there was only one variety of Mountain Dew, which was citrus-flavored and caffeinated in most markets. Diet Mountain Dew was introduced in 1988, followed by Mountain Dew Red, which was introduced and discontinued in 1988. In 2001, a cherry-flavored variant called Code Red debuted. Expansions of the product line have continued to this day, including specialty offerings, limited time productions, region-specific and retailer-specific flavors of Mountain Dew.


title: Mountain Dew

text: Production was extended to the United Kingdom in 1996, but was phased out in 1998. A similarly named but different-tasting product, with a recipe more similar to the original American product has been sold in the U.K. under the name "Mountain Dew Energy" since 2010 and in Ireland since the spring of 2011. The product was renamed in 2014 to simply 'Mountain Dew'. As of 2017, Mountain Dew represented a 6.6% share of the carbonated soft drinks market in the U.S. Its competition includes The Coca-Cola Company's Mello Yello and Surge, and Dr Pepper Snapple Group's Sun Drop; Mountain Dew accounted for 80% of citrus soft drinks sold within the U.S. in 2010.


title: Mountain Dew

text: Tennessee bottlers Barney and Ally Hartman developed Mountain Dew as a mixer in the 1940s. Soft drinks were sold regionally in the 1930s, and the Hartmans had difficulty in Knoxville obtaining their preferred soda to mix with liquor, preferably whiskey, so the two developed their own. Originally a 19th-century slang term for whiskey, especially Highland Scotch whiskey, the Mountain Dew name was trademarked for the soft drink in 1948.


title: Mountain Dew

text: Charles Gordon, who had partnered with William Swartz to bottle and promote Dr. Enuf, was introduced to Mountain Dew when he met the Hartman brothers on a train and they offered him a sample. Gordon and the Hartman brothers subsequently made a deal to bottle Mountain Dew by the Tri-Cities Beverage Corporation in Johnson City, Tennessee.


title: Mountain Dew

text: The Tip Corporation of Marion, Virginia bought the rights to Mountain Dew, revising the flavor and launching it in 1961. In 1964, Pepsico purchased the Tip Corporation and thus acquired the rights to Mountain Dew. In 1999, the Virginia legislature recognized Bill Jones and the Town of Marion for their role in the history of Mountain Dew.


title: Mountain Dew

text: "Mountain Dew" was originally Southern and/or Scots-Irish slang for moonshine (i.e., homemade whiskey or poitín), as referenced in the Irish folk song "The Rare Old Mountain Dew", dating from 1882. Using it as the name for the soda was originally suggested by Carl E. Retzke at an Owens-Illinois Inc. meeting in Toledo, Ohio, and was first trademarked by Ally and Barney Hartman in the 1940s. Early bottles and signage carried the reference forward by showing a cartoon-stylized hillbilly. The first sketches of the original Mountain Dew bottle labels were devised in 1948 by John Brichetto, and the representation on product packaging has changed at multiple points in the history of the beverage.


title: Mountain Dew

text: PepsiCo (then The Pepsi-Cola Company) acquired the Mountain Dew brand in 1964, and shortly thereafter in 1969 the logo was modified as the company sought to shift its focus to a "younger, outdoorsy" generation. This direction continued as the logo remained the same through the 1970s, 1980s. In 1996, PepsiCo began using a strategy it was already using with its flagship cola Pepsi, changing Mountain Dew's logo every few years. New logos were introduced in 1996, 1998, and 2005. In October 2008, the Mountain Dew logo was redesigned to ""Mtn Dew"" within the U.S. market, as a result of PepsiCo announcing that it would rebrand its core carbonated soft-drink products by early 2009. However, the variant flavors continued to use the previous design until May 2011, when it was announced that the "Code Red", "LiveWire", "Voltage", and "Baja Blast" flavor variants would be given redesigned packaging, including new logos to correspond with the "Mtn Dew" style. The returning flavors "Pitch Black", "Supernova", "Typhoon", and "Game Fuel" were given redesigned packaging and logos for their 2011 re-release.


title: Mountain Dew

text: In summer 2010, a secondary type of Mountain Dew bottles began appearing on some US shelves. Designed by 4sight, a design and innovation firm, these bottles featured a sleeker design, smaller packaging labels, and a built-in grip. The bottles were dubbed "sidekick bottles" and were tested in North Carolina, South Carolina, and Indiana markets. By 2014, sidekick bottles had become the predominant Mountain Dew bottle design in most of the United States.


title: Mountain Dew

text: In its primary market of the United States, the ingredient composition of Mountain Dew is listed as: "carbonated water, high-fructose corn syrup (in much of the U.S.), concentrated orange juice, citric acid, natural flavors, sodium benzoate, caffeine, sodium citrate, erythorbic acid, gum arabic, Ethylenediaminetetraacetic acid, and yellow 5." The ingredient makeup of Mountain Dew varies based on the country of production. For example, in Canada, the sweetener listed is "glucose-fructose" (another name for high-fructose corn syrup), and until 2012, it was caffeine-free by default. Formerly, the composition included brominated vegetable oil, an emulsifier banned in foods throughout Europe and in Japan. As of 2020, this ingredient has been removed.


title: Mountain Dew

text: In response to negative publicity around high-fructose corn syrup, PepsiCo in 2009 released a limited-run production of Mountain Dew Throwback, a variation consisting of sugar in place of high-fructose corn syrup. Mountain Dew Throwback subsequently was re-released for brief periods (generally 8–12 weeks at a time), including a second wave from December 2009 to February 2010 and a third wave in the summer and fall of 2010. A fourth 8-week production run began in March 2011, before it became a permanent addition to the Mountain Dew flavor line-up.


title: Mountain Dew

text: An urban legend about Mountain Dew ingredients is that dye Yellow #5 (tartrazine) lowers sperm count. Tartrazine has never been scientifically linked to any of the alleged effects in the legends, nor has any other component of the drink.


title: Mountain Dew

text: In 2022, PepsiCo partnered with the Boston Beer Company to produce a line of alcohol-infused drinks in four flavors. Labelled "Hard Mtn Dew", the drinks were initially sold in Florida, Iowa and Tennessee, before expanding to other states.


title: Mountain Dew

text: Mountain Dew Amp is an energy drink distributed by PepsiCo under the Mountain Dew brand, originally launched in 2001. From 2007 to 2008, several additional flavors of Amp were introduced. In 2012, Amp's labeling and ingredients changed, as did the flavor and appeal, according to fans. The Mountain Dew branding was also removed from cans during this change, though it has since been reintroduced.


title: Mountain Dew

text: Leading up to 2004, PepsiCo conducted extensive research to develop a beverage with a taste and color to complement Taco Bell food products. The resulting product was named Baja Blast, a light blue-green colored, tropical lime-flavored variety of the soft drink. Taco Bell was given a 10-year exclusive rights period, during which Baja Blast would not be available in any store or other food outlet, not even to Taco Bell's fellow Yum! Brands restaurants.


title: Mountain Dew

text: In spring 2014, Mountain Dew began distributing its Baja Blast flavor in standard 12-ounce cans, 20-ounce bottles and 24-ounce cans for sale at supermarkets and retail businesses in the U.S. The new retail product bore the Taco Bell logo. Taco Bell's chief marketing officer, Chris Brandt, said the exclusive drinks have helped increase the company's beverage sales, even as soda sales have declined in the broader market. He noted that people are more likely to buy drinks when they are available exclusively at the chain. Due to the drink's success, many other new beverages were introduced at Taco Bell, including a new Taco Bell exclusive, Mountain Dew Sangrita Blast, a non-alcoholic sangrita-flavored Mountain Dew.


title: Mountain Dew

text: Beginning in 2007, Mountain Dew began a promotion entitled "DEWmocracy", which involved the public electing new flavors, colors, names, packaging graphics and advertisements for upcoming Mountain Dew products. The campaign has been the subject of recognition within the advertising industry, cited as one of the earliest and longest-running examples of a consumer product brand employing crowdsourcing to make decisions which are traditionally made internally by employees. In its initial phase, DEWmocracy participation and voting was conducted via an online game. Television advertisements at the time featured actor Forest Whitaker asking people to decide the next new flavor of Mountain Dew. Online voters selected from three choices: Supernova (a strawberry/melon flavor), Revolution (a berry flavor), and Voltage (a raspberry/citrus flavor). Each included ginseng. The event ended on 17 August 2008, with Voltage announced as the winning flavor. It was officially released on 29 December 2008. According to Beverage Digest, sales of DEWmocracy flavors totaled 25 million cases in 2008.


title: Mountain Dew

text: Mountain Dew announced a continuation of the DEWmocracy campaign – referred to as "DEWmocracy 2" – which launched in July 2009. A marked difference between DEWmocracy 2 and its predecessor was the wider range of online voting methods, expanding beyond the DEWmocracy website to include Facebook, Twitter, YouTube, and the "Dew Labs Community" – a private, online forum for the "most passionate Dew fans." In July 2009, Dew Labs sampling trucks distributed product samples of seven potential flavor variations. At the same time, 50 "Dew fanatics" were chosen based on their video submissions to the video website 12seconds.tv, and were shipped boxes of the seven prototype flavors. From the initial seven flavors, taste testers were asked to elect three final flavors for later release at retail stores. The three new candidate flavors were Distortion (a Key lime flavor), Typhoon (a tropical punch flavor), and White Out (a smooth citrus flavor). The three new candidate flavors were released on 19 April 2010 and voting lasted until 14 June. The following day, White Out was announced as the winner. Mountain Dew White Out was released for sale on 4 October 2010. A limited production White Out Slurpee (Mtn Dew White Out Freeze) was made available at 7-Eleven stores beginning in January 2011. In July 2011, Mountain Dew Typhoon was re-released briefly in 2-liter form; in June 2022, it was re-released on the Mountain Dew online store.


title: Mountain Dew

text: In 2007, after using the term "Game Fuel" to market their sodas to the video-gaming subculture, Mountain Dew introduced a new flavor variant (citrus cherry) with the Game Fuel name. Coinciding with the release of the Xbox 360 game "Halo 3", Mountain Dew Game Fuel sported a label that was almost entirely image-based, showing promotional artwork for the game and featuring the game series' main character Master Chief prominently. This variant remained on shelves for 12 weeks, and was discontinued afterwards.


title: Mountain Dew

text: Two years later, the website for the popular MMORPG "World of Warcraft" stated that two Mountain Dew Game Fuel flavors would be sold in June 2009 and would promote the game. Shortly afterwards, the bottle art was released, and showed that the two flavors would promote different player races in the game. One of the two was exactly the same citrus cherry flavor from the original "Halo 3" promotion, with updated packaging. The second flavor was a new wild fruit drink, similar to the previously released Pepsi Blue. Both drinks were given "World of Warcraft"-based packaging, and sported the newly updated "MTN Dew" logo. Like their precursor, these two flavors lasted for 12 weeks and were discontinued.


title: Mountain Dew

text: On 24 August 2011, Mountain Dew announced another return of the Game Fuel promotion on their Facebook page. The original citrus cherry would once again return, along with a new tropical companion flavor. The announcement gave a planned release date of October 2011 and stated that the packaging would feature codes granting players double experience points in "". Both flavors were mailed out to Dew Labs members in early September 2011, a month before the planned release date. Later that same month, it was announced through the Facebook page that Game Fuel would be arriving to the public in mid-October, though it would vary by market. These flavors began appearing from the first week of October and were also discontinued after 12 weeks of being on shelves.


title: Mountain Dew

text: Game Fuel returned in October 2012 to promote "Halo 4", in the original citrus-cherry flavor. In August 2013, Mountain Dew announced that Game Fuel would be returning to stores in the fall of 2013, with a new blueberry-flavored version titled "Electrifying Berry". In October 2013, boxes of original citrus cherry Game Fuel appeared on store shelves with packaging promoting the Xbox One and the games "Dead Rising 3" and "Forza Motorsport 5" and with cans featuring "Dead Rising 3" graphics. The new Electrifying Berry flavor of Game Fuel simultaneously appeared with packaging promoting "Kinect Sports Rivals" and the game "", graphics from which appear on the cans as well.


title: Mountain Dew

text: In May 2014, the original citrus cherry Game Fuel began reappearing on shelves, but this time, the soda does not seem to be promoting any video game.


title: Mountain Dew

text: In October 2014, Game Fuel returned with a new lemonade flavor for the promotion of "". Unlike past two-variant Game Fuel releases, both drinks sport the same artwork (unlike 2009's Horde Red and Alliance Blue or 2011's citrus cherry and tropical), albeit differing colors to match their respective flavors. After the promotion ended, Citrus Cherry reverted to packaging not promoting a game, while lemonade flavor was permanently removed from shelves.


title: Mountain Dew

text: In October 2015, Game Fuel returned with a new companion flavor, Berry Lime, for the promotion of "". After the promotion, Citrus Cherry once again reverted to promotion-less packaging, while the Berry Lime flavor remained available as a Slurpee.


title: Mountain Dew

text: Images leaked in May 2016 led to speculation that Game Fuel would once again see a new release later in 2016, with a new mango-flavored variant alongside the original citrus cherry flavor, promoting the game "Titanfall 2". Mountain Dew announced the return of Game Fuel and the new flavor, Mango Heat, in September. Then, in October, Game Fuel was released with the "Titanfall 2" promotion, with a lower calorie version of the original citrus cherry variant returning alongside the new Mango Heat.


title: Mountain Dew

text: In 2017, Game Fuel returned with two previously discontinued flavors: Arctic Burst (originally released as a Slurpee flavor in 2006 to promote "Superman Returns") and Tropical Smash (originally Flavor #736, one of the four prototype flavors for "DEWmocracy II" that lost to Mountain Dew White Out and did not even make the final round). As was the case with the 2013 promotion, the two flavors promoted two different Xbox games (Arctic Burst promoted "" while Tropical Smash promoted "Forza 7"). For the first time, Citrus Cherry was not fully part of the promotion; instead, promotion-less Citrus Cherry was sold with the same white caps with codes under them as the other flavors in the promotion.


title: Mountain Dew

text: In January 2019, PepsiCo introduced a new line of Game Fuel drinks called Amp Game Fuel, since renamed to simply "Game Fuel". The can features a re-sealable lid. Game Fuel has 90 mg of caffeine and also includes theanine and vitamins A and B. The Citrus Cherry flavor from the original Game Fuel lineup was re-released under this new product line in April 2022.


title: Mountain Dew

text: Green Label is an online magazine, a partnership between Mountain Dew and Complex Media producing sponsored content covering action sports, music, art and style, housed at Green-Label.com. The site replaces several websites and a YouTube channel that have been overseen by PepsiCo since 2007. The initiative originated in 2013 and will continue through the year.


title: Mountain Dew

text: Mountain Dew's Green Label promotion originated in 2007, when a line of limited edition aluminum bottles was put into production, featuring artwork from a range of tattoo artists and other artists. This initial series marked the first use of the term "Green Label Art" to describe the use of artistic works on Mountain Dew packaging. In June 2010, a contest entitled "Green Label Art: Shop Series" was announced, involving 35 independent skateboard store owners who partnered with local artists to design and submit future can artwork designs. Approximately one million votes were submitted by the conclusion of the contest in October of the same year, with Street Science Skate Shop – a store in Tracy, California – named the winner of a cash prize. This winning can design was scheduled to appear on Mountain Dew cans at some point in 2011.


title: Mountain Dew

text: In 2008, a Mountain Dew-sponsored music label was launched under the name "Green Label Sound". In December 2010, a Mountain Dew Code Red television advertisement was produced, incorporating the hip-hop artist Jay Electronica performing his song "The Announcement". The advertisement concludes with the tagline "Hip Hop is different on the mountain".


title: Mountain Dew

text: The label released its first full-length album release, "When Fish Ride Bicycles" by the hip hop group The Cool Kids, on 12 June 2011.


title: Mountain Dew

text: Sponsorship of action sports athletes has been a part of Mountain Dew marketing since the late 1990s, with present sponsorship including Eli Reed (skateboarder), Paul Rodriguez (skateboarder), and Danny Davis (snowboarder). Mountain Dew also sponsors its own namesake festival, "The Dew Tour", which is an action sports tour made up of events held in five U.S. cities over several months. The first Dew Tour was held in the summer of 2005 with events in skateboarding, BMX and Freestyle Motocross. In 2008 it expanded to add a "Winter Dew Tour", comprising snowboarding and snow skiing competitions. It is ""the most watched and attended action sports event in the world,"" according to Transworld Snowboarding magazine. In coordination with its Dew Tour sponsorship, a sponsored television show entitled "Mountain Dew's Green Label Experience" premiered on Fuel TV in July 2010, for the primary purpose of broadcasting interviews with action sports athletes from each of the stops on the Dew Tour.


title: Mountain Dew

text: Under the term "Green Label Gaming" – coined in 2007 – Mountain Dew has broadened its sponsorship of independent video game designers and players. The brand was often the subject of media attention for its popularity among video game enthusiasts, as several flavors of Mountain Dew have been produced in partnership with video games. In December 2008, Mountain Dew produced a 30-minute television special which documented independent gamers in Japan and the U.S., which aired on the Spike TV network. In 2009, Mountain Dew sponsored two prominent gaming events: the Independent Games Festival and the Game Developers Conference. "Green Label Gaming" has since come under controversy over a sponsored Game Jam-themed reality show by Matti Leshem.


title: Mountain Dew

text: In 2008, Doritos debuted a mystery flavor known as "Quest", featuring a campaign of online puzzles and prizes to identify the Quest flavor. The flavor was later identified as Mountain Dew.


title: Mountain Dew

text: In October 2010, Mountain Dew started the "FanDEWmonium" promotion, a competition in which new flavors would compete to become permanent similar to the two DEWmocracy campaigns, but with eight diet flavors instead of three regular ones. Five of the participating flavors were diet versions of previous DEWmocracy flavors: Diet SuperNova, Diet Voltage, Diet Crave, Diet Distortion, Diet Typhoon, and Diet White Out. Another flavor, Diet Ultra Violet, returned from its own limited release in 2009. The remaining competitor was a brand-new Diet flavor created specifically for the promotion - Flare (berry/citrus-flavored). Each of the eight flavors was available for tasting at specific tour locations, and special cans were also mailed to some Dew Labs members.


title: Mountain Dew

text: Also similar to the DEWmocracy campaign, those who taste-tested the Diet flavors were asked to go online and vote for which flavors they thought should be permanently sold in stores. After the first round of voting was completed, two flavor finalists were chosen to receive a limited release to store shelves for a final round of voting. Diet Voltage and Diet SuperNova were sold in stores for an eight-week period beginning in March 2011. After votes were cast, it was announced that Diet SuperNova had won, with 55% of all votes, and it returned in January 2012. Afterwards, it was removed from shelves permanently after a 12-week release due to low sales.


title: Mountain Dew

text: On 7 January 2011, Mountain Dew posted on their Facebook that Pitch Black would return to the shelves in May 2011, also stating that this may be the start of many re-releases of old favorites. The company promoted Pitch Black's return heavily with giveaways and contests. About a month before the planned release date, a photo was posted on a Mountain Dew worker's Pongr, which showed Pitch Black and 2008's Supernova. Two weeks before the release, Dew Labs announced the return of 2010's Typhoon in 2-liter bottles exclusively at Walmart Supercenters. The three flavors were re-released to stores on 2 May.


title: Mountain Dew

text: At the same time of the DEWmand Promotion, Mountain Dew launched the Throwback Shack, a website where participators could enter to win exclusive Dew merchandise, including a "secret stash" of Mountain Dew Revolution, a losing competitor from 2008's DEWmocracy. The promotional advertisements were then taken down from the Mountain Dew website. Mountain Dew later stated via tweet that there would not be any more flavors returning 'by Popular DEWmand' for now, as it was only intended to be a summer program.


title: Mountain Dew

text: After much speculation over a leaked Instagram photo of a potential new flavor, it was officially announced that Mountain Dew was teaming up with Warner Bros. Pictures' and Legendary Pictures' film The Dark Knight Rises and released a limited-edition flavor on 18 June 2012. A website — DEWGothamCity.com — was launched, on which fans were able to enter codes to access exclusive content and details on the movie before its 20 July release date. Some Mountain Dew products temporarily featured packaging to promote the movie, including thermochromic 16 oz. cans that change color when cooled. The limited-edition flavor, Dark Berry, was mixed berry-flavored, and was available for 8 weeks.


title: Mountain Dew

text: In August 2012, Villa Enterprises held a promotion known as "Dub the Dew", where users were asked to submit and vote on name ideas for a green apple flavor of Mountain Dew. The promotion was infamously hijacked by users, particularly those originating from the imageboard 4chan, who submitted and upvoted entries such as "Hitler did nothing wrong", "Diabeetus", "Fapple", "Bill Cosby Sweat", "Jimmie Rustle's Jumpin' Juice", and numerous variations of "Gushing Granny". Although the promotion was not directly connected to Mountain Dew, a representative from the company did offer to "help clean up" the site. "Adweek" compared the incident to another recent campaign hijacked under similar circumstances, where musician Pitbull was sent to perform in Kodiak, Alaska, in a Walmart promotion.


title: Mountain Dew

text: On February 7, 2016, for Super Bowl 50, Mountain Dew aired a spot featuring a CGI character dubbed "the puppy monkey baby" (also styled PuppyMonkeyBaby). The promotion has garnered a wide amount of media coverage, both positive and negative. According to iSpot.tv, the spot was rated #1 of all the Super Bowl commercials of the night, having generated 2.2 million online views and 300,000 social media interactions after airing.


title: Mountain Dew

text: The ad features a computer-generated mash-up of three things that the public generally finds to be cute or harmless; a Pug puppy (the head), a monkey (the body and tail), and a dancing baby (the hips and legs). The puppy monkey baby dances with three men who are presumably watching the Super Bowl, offering them Mountain Dew Kickstart, which is similarly described as being a combination of three things (Mountain Dew, juice, and caffeine).


title: Mountain Dew

text: The media response to the advertisement was mixed to negative. Melissa Cronin of Gawker described it as a "horror-hallucination of brand awareness", while noting the beverage itself contains brominated vegetable oil, a chemical that is banned in several countries. Jim Joseph, chief integrated marketing officer at Cohn & Wolfe, called it "weird".


title: Mountain Dew

text: On April 18, 2016, Mountain Dew announced the return of two popular favorites, Baja Blast and Pitch Black. Fans could vote on which flavor stays permanently on store shelves via the Mountain Dew website. Voting ended on July 9, and, after many delays, Pitch Black was announced the winner on July 18, 2016. Pitch Black became part of the brand's flavor lineup starting in September, and was produced for several years before being discontinued by early 2020.


title: Mountain Dew

text: Mountain Dew Spark is a raspberry lemonade flavored beverage and a part of the Mountain Dew line up of offerings. In 2022, Mountain Dew Spark Zero Sugar was launched and is now available across the United States.


title: Mountain Dew

text: The computer worm Code Red was named because the person who discovered the worm was drinking this version of Mountain Dew at the time.


title: Mountain Dew

text: In the musical "Be More Chill", green Mountain Dew activates the "squip", a tiny super-computer in a pill that tells the user what to do, in order to help them achieve their goals. Mountain Dew Red shuts them off. In the musical, it is said that this is the reason for Mountain Dew Red being discontinued.


title: Mountain Dew

text: The term "Mountain Dew Mouth" was coined to reflect the popularity of the drink amongst some, particularly in the Appalachian region, who are afflicted by a form of tooth decay and drink a lot of soft drinks.


title: Yakub (Nation of Islam)

text: In the beliefs of the Nation of Islam (NOI), Yakub (sometimes spelled Yacub or Yaqub) was a black scientist who lived 6,600 years ago and began the creation of the white race. He is said to have done this through a form of selective breeding which is referred to as "grafting", while he was living on the island of Patmos. The Nation of Islam's theology states that Yakub is the biblical Jacob.


title: Yakub (Nation of Islam)

text: The story has caused disputes within the NOI during its history. Under its current leader Louis Farrakhan, the NOI continues to assert that the story of Yakub is true, claiming that modern science is consistent with it. Despite the NOI's self-proclamations of consistency with modern science, there are no reputable scientific studies that support this assertion.


title: Yakub (Nation of Islam)

text: The story of Yakub originated in the writings of Wallace Fard Muhammad, the founder of the Nation of Islam, in his doctrinal Q&A pamphlet "Lost Found Moslem Lesson No. 2". It was developed by his successor Elijah Muhammad in several writings, most fully in a chapter entitled "The Making of Devil" in his book "Message to the Blackman in America".


title: Yakub (Nation of Islam)

text: Yakub is said to have been born in Mecca at a time when 30% of original black people were "dissatisfied". He was a member of the Meccan branch of the Tribe of Shabazz. Yakub acquired the nickname "big head", because of his unusually large head and his arrogance. At the age of six, he discovered the law of attraction and repulsion by playing with magnets made of steel.


title: Yakub (Nation of Islam)

text: This insight led to a plan to create new people. He "saw an unlike human being, made to attract others, who could, with the knowledge of tricks and lies, rule the original black man.” By the age of 18, he had exhausted all knowledge in the universities of Mecca. He then discovered that the original black man contained both a "black germ" and a "brown germ". With 59,999 followers, he went to an "isle in the Aegean Sea called Pelan", which Muhammad identifies with Patmos. Once there, he established a despotic regime and set about breeding out the black traits, killed all darker babies, and created a brown race after 200 years.


title: Yakub (Nation of Islam)

text: Yakub died at the age of 150, but his followers carried on his work. After 600 years of this deliberate eugenics, the white race was created. The brutal conditions of their creation determined the evil nature of the new race: "by lying to the black mother of the baby, this lie was born into the very nature of the white baby; and, murder for the black people was also born in them—or made by nature a liar and murderer".


title: Yakub (Nation of Islam)

text: The new race traveled to Mecca where they caused so much trouble they were exiled to "West Asia (Europe), and stripped of everything but the language...Once there, they were roped in, to keep them out of Paradise...The soldiers patrolled the border armed with swords, to prevent the devils from crossing." For many centuries they lived a barbaric life, surviving naked in caves and eating raw meat, but eventually they were drawn out of the caves by Moses who "taught them to wear clothes". Moses tried to civilize them, but eventually gave up and blew up 300 of the most troublesome of them with dynamite.


title: Yakub (Nation of Islam)

text: However, they had learned to use "tricknology": a plan to use their lack of empathy, emotion, and trickery to usurp power and enslave the black population, bringing the first slaves to America. According to "The Autobiography of Malcolm X", all the races other than the black race were by-products of Yakub's (spelled Yacub in the biography) work, as the "red, yellow and brown" races were created during the "bleaching" process; however, the "black race" included Asian peoples, considered to be shared ancestors of the Moors.


title: Yakub (Nation of Islam)

text: "Whites" were defined as Europeans. Elijah Muhammad also asserted that some of the new white race "tried to graft themselves back into the black nation, but they had nothing to go by." As a result, they became gorillas. "A few were lucky enough to make a start, and got as far as what you call the gorilla. In fact, all of the monkey family are from this 2,000 year history of the white race in Europe."


title: Yakub (Nation of Islam)

text: According to NOI doctrine, Yakub's progeny were destined to rule for 6,000 years before the original black peoples of the world regained dominance, a process that had begun in 1914.


title: Yakub (Nation of Islam)

text: The name Ya`qub (Yakub) is the Arabic variant of the name of the Biblical Patriarch known as Jacob in English language versions of the Bible, and as "" in Biblical Hebrew. Fard Muhammad's Yakub has some parallels to the Biblical Jacob's role as the father of the tribes of Israel. The idea that Jews were an "artificial race" created by interbreeding and dependent on "tricks and lies" already existed in antisemitic theories of the time. The story of Yakub includes Jews as part of a wider artificially created "white" race.


title: Yakub (Nation of Islam)

text: The NOI's claim that Jacob altered the skin color of a specific group of humans through selective breeding is similar to a story in Genesis 30:37–43 where Jacob alters the fur color of the goats and sheep in his uncle Laban's flocks. One major difference is that while the NOI says that Yakub employed selective breeding, Jacob used sympathetic magic in the Old Testament story.


title: Yakub (Nation of Islam)

text: In speeches by Malcolm X, Yakub is identified completely with Jacob. Referring to the story of Jacob wrestling with the angel, Malcolm X states that Elijah Muhammad told him that "Jacob was Yacub, and the angel that Jacob wrestled with wasn't God, it was the government of the day". This was because Yakub was seeking funds for his expedition to Patmos, "so when it says Jacob wrestled with an angel, 'angel' is only used as a symbol to hide the one he was really wrestling with". However, Malcolm X also states that John of Patmos was also Yakub, and that the Book of Revelation refers to his deeds: "John was Yacub. John was out there getting ready to make a new race, he said, for the word of the Lord".


title: Yakub (Nation of Islam)

text: Ernest Allen argues that "the Yakub myth may have been created out of whole cloth by Prophet Fard". Allen says the Yakub story could conceivably have been influenced by a real historical event during the struggle between Muslims and Christians for control of Spain. Muslim leader Abu Yusuf Yaqub al-Mansur defeated the Franks at the Battle of Alarcos (1195). After the battle 40,000 European prisoners of war were taken to Morocco to labor on Yaqub's building projects. They were then set free and "allowed to form a valley settlement located somewhere between Fez and Marrakesh. On his deathbed Ya'qub lamented his decision to allow these Shibanis (as they came to be called) to form an enclave on Moroccan soil, thereby posing a potential threat to the stability of the Moorish empire."


title: Yakub (Nation of Islam)

text: Yusuf Nuruddin says that a more direct source was the doctrine of the "Yacobites" propounded by Timothy Drew's Moorish Science Temple, to which Fard had probably belonged before he founded the NOI. According to Drew, early pre-Columbian civilizations were founded by a West African Moor "named Yakub who landed on the Yucatan peninsula". This derived from the then-current notion that the gigantic heads created by the ancient Olmec peoples of the Yucatán area had "negroid" features (see Olmec alternative origin speculations), which had led Leo Wiener to argue that they were from West Africa.


title: Yakub (Nation of Islam)

text: They [Drew's followers] said that the huge stone heads attested to the fact that the Yakubites evolved into a race of scientific geniuses with large heads (as depicted in the sculptures) and small bodies. This legend of Yakub—a bigheaded scientist—finds its way into the mythology of the Nation of Islam, indicating that the founders of the NOI, W. D. Farrad and Elijah Muhammad, were influenced by the Moorish Science Temple, and were possibly even members.


title: Yakub (Nation of Islam)

text: Harold Bloom in his book "The American Religion" argues that Yakub combines elements of the biblical God and the Gnostic concept of the Demiurge, saying that "Yakub has an irksome memorability as a crude but pungent Gnostic Demiurge". Nathaniel Deutsch also notes that Fard and Muhammad draw on the concept of the Demiurge, along with traditions of esotericism in Biblical interpretation, absorbing aspects of Biblical tales to the new narrative, such as the swords of the Muslim warriors keeping the "white devils" from Paradise, like the flaming sword of the angel protecting the Garden of Eden in Genesis.


title: Yakub (Nation of Islam)

text: Edward Curtis calls the story "a black theodicy: a story grounded in a mythological view of history that explained the fall of black civilization, the Middle Passage from Africa to the Americas, and the practice of Christian religion among slaves and their descendants."


title: Yakub (Nation of Islam)

text: Several commentators state that the story, by associating blacks with ancient high civilizations and whites with cave-dwelling barbarians and gorillas, both uses and spectacularly reverses the populist and scientific racism of the era which identified Africans as primitive, or closer to apes than whites. This drew on earlier criticisms of white supremacist Nordicism, creating a mythic version of "attacks on AngloSaxon lineage and behavior that had been voiced by more mainstream black thinkers during the nineteenth century...With these references the [NOI] Muslims replicated the images of European savagery in the Middle Ages that were so pervasive in nineteenth-century black racial thought." Deutsch says that "Muhammad anchored his radical doctrine within the context of an established scriptural tradition" of Biblical exegesis, which "was therefore a sophisticated form of racism against whites."


title: Yakub (Nation of Islam)

text: The doctrine of Yakub was one of the reasons for splits in the Nation of Islam. Malcolm X in his "Autobiography" notes that, in his travels in the Middle East, many Muslims reacted with shock upon hearing about the doctrine of Yakub, which, while present in NOI theology, does not appear in mainstream Islam. He rejected the story in his later statements, asserting that anyone of any race who intentionally deprives others of basic human rights is a "devil". Warith Deen Mohammed, who took over the Nation of Islam after his father Elijah's death rejected it almost immediately, and tried to re-invent the Nation as a mainstream Sunni Islam movement.


title: Yakub (Nation of Islam)

text: Louis Farrakhan reinstated the original Nation of Islam, and has reasserted his belief in the literal truth of the story of Yakub. In a 1996 interview, Henry Louis Gates, Chairman of Harvard University's Afro-American Studies Department, asked him whether the story was a metaphor or literal. Farrakhan claimed that aspects of the story had been proven accurate by modern genetic science and insisted that "Personally, I believe that Yakub is not a mythical figure—he is a very real scientist. Not a big-head silly thing, as they would like to say."


title: Yakub (Nation of Islam)

text: Farrakhan's periodical "The Final Call" continues to publish articles arguing that modern science supports the accuracy of Elijah Muhammad's account of Yakub. The NOI splinter groups the Five-Percent Nation and the United Nation of Islam also believe in the Yakub doctrine.


title: Yakub (Nation of Islam)

text: The American author and playwright Amiri Baraka's play "A Black Mass" (1965) takes inspiration from the story of Yakub. According to critic Melani McAlister, "the character of Yakub, now called Jacoub, is introduced as one of three 'Black Magicians' who together symbolize the black origin of all religions." McAlister argues that, Baraka turns the Nation's myth into a reinterpretation of the Faust story and a simultaneous meditation on the role and function of art. As with Faust, Jacoub's individualism and egotism are his undoing, but his failings also signal the destruction of a community. Baraka's version of the story also draws on the Frankenstein tale; he conflates the six hundred years of Elijah Muhammad's “history” into a single, terrible moment of the creation of a monster. In Baraka's version the experiment creates a single Frankenstein-like "white" monster who kills Jacoub and the other magician-scientists and bites a woman, transforming her in a vampire-like way into a white-devil mate for himself. From this monstrous couple the white race is descended.


title: Yakub (Nation of Islam)

text: According to Charise L. Cheney, the doctrine of Yakub has had a significant influence in rap culture, referring to raps by Kam and Grand Puba.


title: Yakub (Nation of Islam)

text: This pseudoscientific theory of racial formation was embraced by rap nationalists like former Ice Cube protégé Kam in his 1995 song “Keep tha Peace.” A self-proclaimed member of the Nation, Kam presented organizational doctrine as a way to explain the roots of black-on-black crime and gang violence in America's inner cities: “I'm really not knowin' who to blame or fault / for this tension / I mention this gump / Yakub's cavey / the blue-eyed punk / playin' both sides against each other / now that's the real mutha[fucka].”... In 1990 Grand Puba of Brand Nubian announced that his calling was to bring enlightenment to black people and an end to white domination. ... "Here comes the god to send the devil right back to his cave.… We're gonna drop the bomb on the Yakub crew."


title: Yakub (Nation of Islam)

text: Chuck D of Public Enemy also refers to the story in his song "Party for Your Right to Fight", referring to the Yakub story by attributing the deaths of African American radicals to the “grafted devils” conspiring against the “Black Asiatic Man.”


title: Yakub (Nation of Islam)

text: Method Man of the Wu-Tang Clan promotes the story of Yakub in the Ol' Dirty Bastard's song "Raw Hide," saying: "A mystery god that's the work of Yacub / The Holy Ghost got you scared to death kid boo!". In the Wu-Tang Clan's song "Gravel Pit", at the end of it, can be heard a vocal sample from a 1977 movie "Short Eyes" which says about Yakub: "Yakub, maker and creator of the devil. Swine merchant... your time is near at hand. Fuck with me and your time will be now. Your presence here affects the mind of my people like a fever. You, Yakub, are the bearer of 9,999 diseases, evil, corrupt, porkchop-eatin' brain!".


title: Yakub (Nation of Islam)

text: Wu-Tang member Ghostface Killah also references the story of Yakub in his song "One" from his album Supreme Clientele. He raps: "A-yo, the Devil planted fear inside the black babies." He concludes the verse with: "Dead meat placed on the shelves, we eat cold cuts / Fast from the hog y'all and grow up," advocating the NOI's dietary practice of avoiding pork.


title: Yakub (Nation of Islam)

text: Nas raps "You devils will run back into the caves you came from" in his song "Message to the Feds, Sincerely, We the People" from his album Street's Disciple.


title: Yakub (Nation of Islam)

text: On a freestyle to Drake's song "We Made It", Jay Electronica says "All these devils, I got to strike some" and Jay-Z says "I'm ready to chase the Yakub back into caves". Jay Electronica also referenced Yakub on Kanye West's 2021 song "Jesus Lord" from his album Donda, with the line "I could change the world like Yakub with two pieces of steel".


title: Yakub (Nation of Islam)

text: Comedy hosts Desus & Mero frequently declare the outlandish actions or desires of certain white people as "Yakubian."


title: Web 2.0

text: Web 2.0 (also known as participative (or participatory) web and social web) refers to websites that emphasize user-generated content, ease of use, participatory culture and interoperability (i.e., compatibility with other products, systems, and devices) for end users.


title: Web 2.0

text: The term was coined by Darcy DiNucci in 1999 and later popularized by Tim O'Reilly and Dale Dougherty at the first Web 2.0 Conference in 2004. Although the term mimics the numbering of software versions, it does not denote a formal change in the nature of the World Wide Web, but merely describes a general change that occurred during this period as interactive websites proliferated and came to overshadow the older, more static websites of the original Web.


title: Web 2.0

text: A Web 2.0 website allows users to interact and collaborate with each other through social media dialogue as creators of user-generated content in a virtual community. This contrasts the first generation of Web 1.0-era websites where people were limited to viewing content in a passive manner. Examples of Web 2.0 features include social networking sites or social media sites (e.g., Facebook), blogs, wikis, folksonomies ("tagging" keywords on websites and links), video sharing sites (e.g., YouTube), image sharing sites (e.g., Flickr), hosted services, Web applications ("apps"), collaborative consumption platforms, and mashup applications.


title: Web 2.0

text: Whether Web 2.0 is substantially different from prior Web technologies has been challenged by World Wide Web inventor Tim Berners-Lee, who describes the term as jargon. His original vision of the Web was "a collaborative medium, a place where we [could] all meet and read and write". On the other hand, the term Semantic Web (sometimes referred to as Web 3.0) was coined by Berners-Lee to refer to a web of content where the meaning can be processed by machines.


title: Web 2.0

text: Web 1.0 is a retronym referring to the first stage of the World Wide Web's evolution, from roughly 1991 to 2004. According to Graham Cormode and Balachander Krishnamurthy, "content creators were few in Web 1.0 with the vast majority of users simply acting as consumers of content". Personal web pages were common, consisting mainly of static pages hosted on ISP-run web servers, or on free web hosting services such as Tripod and the now-defunct GeoCities. With Web 2.0, it became common for average web users to have social-networking profiles (on sites such as Myspace and Facebook) and personal blogs (sites like Blogger, Tumblr and LiveJournal) through either a low-cost web hosting service or through a dedicated host. In general, content was generated dynamically, allowing readers to comment directly on pages in a way that was not common previously.


title: Web 2.0

text: Some Web 2.0 capabilities were present in the days of Web 1.0, but were implemented differently. For example, a Web 1.0 site may have had a guestbook page for visitor comments, instead of a comment section at the end of each page (typical of Web 2.0). During Web 1.0, server performance and bandwidth had to be considered—lengthy comment threads on multiple pages could potentially slow down an entire site. Terry Flew, in his third edition of "New Media," described the differences between Web 1.0 and Web 2.0 as a


title: Web 2.0

text: The term "Web 2.0" was coined by Darcy DiNucci, an information architecture consultant, in her January 1999 article "Fragmented Future":


title: Web 2.0

text: Writing when Palm Inc. introduced its first web-capable personal digital assistant (supporting Web access with WAP), DiNucci saw the Web "fragmenting" into a future that extended beyond the browser/PC combination it was identified with. She focused on how the basic information structure and hyper-linking mechanism introduced by HTTP would be used by a variety of devices and platforms. As such, her "2.0" designation refers to the next version of the Web that does not directly relate to the term's current use.


title: Web 2.0

text: The term Web 2.0 did not resurface until 2002. Such as Amazon, Facebook, Twitter, and Google, made it easy to con- nect and engage in online transactions. Web 2.0 introduced new features, such as multimedia content and interactive web applications, which mainly consisted of two-dimensional screens. Kinsley and Eric focus on the concepts currently associated with the term where, as Scott Dietzen puts it, "the Web becomes a universal, standards-based integration platform". In 2004, the term began to popularize when O'Reilly Media and MediaLive hosted the first Web 2.0 conference. In their opening remarks, John Battelle and Tim O'Reilly outlined their definition of the "Web as Platform", where software applications are built upon the Web as opposed to upon the desktop. The unique aspect of this migration, they argued, is that "customers are building your business for you". They argued that the activities of users generating content (in the form of ideas, text, videos, or pictures) could be "harnessed" to create value. O'Reilly and Battelle contrasted Web 2.0 with what they called "Web 1.0". They associated this term with the business models of Netscape and the Encyclopædia Britannica Online. For example,


title: Web 2.0

text: The popularity of Web 2.0 was acknowledged by 2006 "TIME magazine" Person of The Year ("You"). That is, "TIME" selected the masses of users who were participating in content creation on social networks, blogs, wikis, and media sharing sites.


title: Web 2.0

text: Instead of merely reading a Web 2.0 site, a user is invited to contribute to the site's content by commenting on published articles, or creating a user account or profile on the site, which may enable increased participation. By increasing emphasis on these already-extant capabilities, they encourage users to rely more on their browser for user interface, application software ("apps") and file storage facilities. This has been called "network as platform" computing. Major features of Web 2.0 include social networking websites, self-publishing platforms (e.g., WordPress' easy-to-use blog and website creation tools), "tagging" (which enables users to label websites, videos or photos in some fashion), "like" buttons (which enable a user to indicate that they are pleased by online content), and social bookmarking.


title: Web 2.0

text: Users can provide the data and exercise some control over what they share on a Web 2.0 site. These sites may have an "architecture of participation" that encourages users to add value to the application as they use it. Users can add value in many ways, such as uploading their own content on blogs, consumer-evaluation platforms (e.g. Amazon and eBay), news websites (e.g. responding in the comment section), social networking services, media-sharing websites (e.g. YouTube and Instagram) and collaborative-writing projects. Some scholars argue that cloud computing is an example of Web 2.0 because it is simply an implication of computing on the Internet.


title: Web 2.0

text: Web 2.0 offers almost all users the same freedom to contribute. While this opens the possibility for serious debate and collaboration, it also increases the incidence of "spamming", "trolling", and can even create a venue for hate speech, cyberbullying, and defamation. The impossibility of excluding group members who do not contribute to the provision of goods (i.e., to the creation of a user-generated website) from sharing the benefits (of using the website) gives rise to the possibility that serious members will prefer to withhold their contribution of effort and "free ride" on the contributions of others. This requires what is sometimes called radical trust by the management of the Web site.


title: Web 2.0

text: According to Best, the characteristics of Web 2.0 are rich user experience, user participation, dynamic content, metadata, Web standards, and scalability. Further characteristics, such as openness, freedom, and collective intelligence by way of user participation, can also be viewed as essential attributes of Web 2.0. Some websites require users to contribute user-generated content to have access to the website, to discourage "free riding".The key features of Web 2.0 include:


title: Web 2.0

text: The client-side (Web browser) technologies used in Web 2.0 development include Ajax and JavaScript frameworks. Ajax programming uses JavaScript and the Document Object Model (DOM) to update selected regions of the page area without undergoing a full page reload. To allow users to continue interacting with the page, communications such as data requests going to the server are separated from data coming back to the page (asynchronously).


title: Web 2.0

text: Otherwise, the user would have to routinely wait for the data to come back before they can do anything else on that page, just as a user has to wait for a page to complete the reload. This also increases the overall performance of the site, as the sending of requests can complete quicker independent of blocking and queueing required to send data back to the client. The data fetched by an Ajax request is typically formatted in XML or JSON (JavaScript Object Notation) format, two widely used structured data formats. Since both of these formats are natively understood by JavaScript, a programmer can easily use them to transmit structured data in their Web application.


title: Web 2.0

text: When this data is received via Ajax, the JavaScript program then uses the Document Object Model to dynamically update the Web page based on the new data, allowing for rapid and interactive user experience. In short, using these techniques, web designers can make their pages function like desktop applications. For example, Google Docs uses this technique to create a Web-based word processor.


title: Web 2.0

text: As a widely available plug-in independent of W3C standards (the World Wide Web Consortium is the governing body of Web standards and protocols), Adobe Flash was capable of doing many things that were not possible pre-HTML5. Of Flash's many capabilities, the most commonly used was its ability to integrate streaming multimedia into HTML pages. With the introduction of HTML5 in 2010 and the growing concerns with Flash's security, the role of Flash became obsolete, with browser support ending on December 31, 2020.


title: Web 2.0

text: In addition to Flash and Ajax, JavaScript/Ajax frameworks have recently become a very popular means of creating Web 2.0 sites. At their core, these frameworks use the same technology as JavaScript, Ajax, and the DOM. However, frameworks smooth over inconsistencies between Web browsers and extend the functionality available to developers. Many of them also come with customizable, prefabricated 'widgets' that accomplish such common tasks as picking a date from a calendar, displaying a data chart, or making a tabbed panel.


title: Web 2.0

text: On the server-side, Web 2.0 uses many of the same technologies as Web 1.0. Languages such as Perl, PHP, Python, Ruby, as well as Enterprise Java (J2EE) and Microsoft.NET Framework, are used by developers to output data dynamically using information from files and databases. This allows websites and web services to share machine readable formats such as XML (Atom, RSS, etc.) and JSON. When data is available in one of these formats, another website can use it to integrate a portion of that site's functionality.


title: Web 2.0

text: As such, Web 2.0 draws together the capabilities of client- and server-side software, content syndication and the use of network protocols. Standards-oriented Web browsers may use plug-ins and software extensions to handle the content and user interactions. Web 2.0 sites provide users with information storage, creation, and dissemination capabilities that were not possible in the environment known as "Web 1.0".


title: Web 2.0

text: Web 2.0 sites include the following features and techniques, referred to as the acronym SLATES by Andrew McAfee:


title: Web 2.0

text: While SLATES forms the basic framework of Enterprise 2.0, it does not contradict all of the higher level Web 2.0 design patterns and business models. It includes discussions of self-service IT, the long tail of enterprise IT demand, and many other consequences of the Web 2.0 era in enterprise uses.


title: Web 2.0

text: A third important part of Web 2.0 is the social web. The social Web consists of a number of online tools and platforms where people share their perspectives, opinions, thoughts and experiences. Web 2.0 applications tend to interact much more with the end user. As such, the end user is not only a user of the application but also a participant by:


title: Web 2.0

text: The popularity of the term Web 2.0, along with the increasing use of blogs, wikis, and social networking technologies, has led many in academia and business to append a flurry of 2.0's to existing concepts and fields of study, including Library 2.0, Social Work 2.0,


title: Web 2.0

text: Enterprise 2.0, PR 2.0, Classroom 2.0, Publishing 2.0, Medicine 2.0, Telco 2.0, Travel 2.0, Government 2.0, and even Porn 2.0. Many of these 2.0s refer to Web 2.0 technologies as the source of the new version in their respective disciplines and areas. For example, in the Talis white paper "Library 2.0: The Challenge of Disruptive Innovation", Paul Miller argues


title: Web 2.0

text: Blogs, wikis and RSS are often held up as exemplary manifestations of Web 2.0. A reader of a blog or a wiki is provided with tools to add a comment or even, in the case of the wiki, to edit the content. This is what we call the Read/Write web. Talis believes that Library 2.0 means harnessing this type of participation so that libraries can benefit from increasingly rich collaborative cataloging efforts, such as including contributions from partner libraries as well as adding rich enhancements, such as book jackets or movie files, to records from publishers and others.


title: Web 2.0

text: Here, Miller links Web 2.0 technologies and the culture of participation that they engender to the field of library science, supporting his claim that there is now a "Library 2.0". Many of the other proponents of new 2.0s mentioned here use similar methods. The meaning of Web 2.0 is role dependent. For example, some use Web 2.0 to establish and maintain relationships through social networks, while some marketing managers might use this promising technology to "end-run traditionally unresponsive I.T. department[s]."


title: Web 2.0

text: There is a debate over the use of Web 2.0 technologies in mainstream education. Issues under consideration include the understanding of students' different learning modes; the conflicts between ideas entrenched in informal online communities and educational establishments' views on the production and authentication of 'formal' knowledge; and questions about privacy, plagiarism, shared authorship and the ownership of knowledge and information produced and/or published on line.


title: Web 2.0

text: Web 2.0 is used by companies, non-profit organisations and governments for interactive marketing. A growing number of marketers are using Web 2.0 tools to collaborate with consumers on product development, customer service enhancement, product or service improvement and promotion. Companies can use Web 2.0 tools to improve collaboration with both its business partners and consumers. Among other things, company employees have created wikis—Websites that allow users to add, delete, and edit content — to list answers to frequently asked questions about each product, and consumers have added significant contributions.


title: Web 2.0

text: Another marketing Web 2.0 lure is to make sure consumers can use the online community to network among themselves on topics of their own choosing. Mainstream media usage of Web 2.0 is increasing. Saturating media hubs—like "The New York Times, PC Magazine" and "Business Week" — with links to popular new Web sites and services, is critical to achieving the threshold for mass adoption of those services. User web content can be used to gauge consumer satisfaction. In a recent article for Bank Technology News, Shane Kite describes how Citigroup's Global Transaction Services unit monitors social media outlets to address customer issues and improve products.


title: Web 2.0

text: In tourism industries, social media is an effective channel to attract travellers and promote tourism products and services by engaging with customers. The brand of tourist destinations can be built through marketing campaigns on social media and by engaging with customers. For example, the “Snow at First Sight” campaign launched by the State of Colorado aimed to bring brand awareness to Colorado as a winter destination. The campaign used social media platforms, for example, Facebook and Twitter, to promote this competition, and requested the participants to share experiences, pictures and videos on social media platforms. As a result, Colorado enhanced their image as a winter destination and created a campaign worth about $2.9 million.


title: Web 2.0

text: The tourism organisation can earn brand royalty from interactive marketing campaigns on social media with engaging passive communication tactics. For example, “Moms” advisors of the Walt Disney World are responsible for offering suggestions and replying to questions about the family trips at Walt Disney World. Due to its characteristic of expertise in Disney, “Moms” was chosen to represent the campaign. Social networking sites, such as Facebook, can be used as a platform for providing detailed information about the marketing campaign, as well as real-time online communication with customers. Korean Airline Tour created and maintained a relationship with customers by using Facebook for individual communication purposes.


title: Web 2.0

text: Travel 2.0 refers a model of Web 2.0 on tourism industries which provides virtual travel communities. The travel 2.0 model allows users to create their own content and exchange their words through globally interactive features on websites. The users also can contribute their experiences, images and suggestions regarding their trips through online travel communities. For example, TripAdvisor is an online travel community which enables user to rate and share autonomously their reviews and feedback on hotels and tourist destinations. Non pre-associate users can interact socially and communicate through discussion forums on TripAdvisor.


title: Web 2.0

text: Social media, especially Travel 2.0 websites, plays a crucial role in decision-making behaviors of travelers. The user-generated content on social media tools have a significant impact on travelers choices and organisation preferences. Travel 2.0 sparked radical change in receiving information methods for travelers, from business-to-customer marketing into peer-to-peer reviews. User-generated content became a vital tool for helping a number of travelers manage their international travels, especially for first time visitors. The travellers tend to trust and rely on peer-to-peer reviews and virtual communications on social media rather than the information provided by travel suppliers.


title: Web 2.0

text: In addition, an autonomous review feature on social media would help travelers reduce risks and uncertainties before the purchasing stages. Social media is also a channel for customer complaints and negative feedback which can damage images and reputations of organisations and destinations. For example, a majority of UK travellers read customer reviews before booking hotels, these hotels receiving negative feedback would be refrained by half of customers.


title: Web 2.0

text: Therefore, the organisations should develop strategic plans to handle and manage the negative feedback on social media. Although the user-generated content and rating systems on social media are out of a business' controls, the business can monitor those conversations and participate in communities to enhance customer loyalty and maintain customer relationships.


title: Web 2.0

text: Web 2.0 could allow for more collaborative education. For example, blogs give students a public space to interact with one another and the content of the class. Some studies suggest that Web 2.0 can increase the public's understanding of science, which could improve government policy decisions. A 2012 study by researchers at the University of Wisconsin-Madison notes that "...the internet could be a crucial tool in increasing the general public’s level of science literacy. This increase could then lead to better communication between researchers and the public, more substantive discussion, and more informed policy decision."


title: Web 2.0

text: Ajax has prompted the development of Web sites that mimic desktop applications, such as word processing, the spreadsheet, and slide-show presentation. WYSIWYG wiki and blogging sites replicate many features of PC authoring applications. Several browser-based services have emerged, including EyeOS and YouOS.(No longer active.) Although named operating systems, many of these services are application platforms. They mimic the user experience of desktop operating systems, offering features and applications similar to a PC environment, and are able to run within any modern browser. However, these so-called "operating systems" do not directly control the hardware on the client's computer. Numerous web-based application services appeared during the dot-com bubble of 1997–2001 and then vanished, having failed to gain a critical mass of customers.


title: Web 2.0

text: Many regard syndication of site content as a Web 2.0 feature. Syndication uses standardized protocols to permit end-users to make use of a site's data in another context (such as another Web site, a browser plugin, or a separate desktop application). Protocols permitting syndication include RSS (really simple syndication, also known as Web syndication), RDF (as in RSS 1.1), and Atom, all of which are XML-based formats. Observers have started to refer to these technologies as Web feeds. Specialized protocols such as FOAF and XFN (both for social networking) extend the functionality of sites and permit end-users to interact without centralized Web sites.


title: Web 2.0

text: Web 2.0 often uses machine-based interactions such as REST and SOAP. Servers often expose proprietary Application programming interfaces (API), but standard APIs (for example, for posting to a blog or notifying a blog update) have also come into use. Most communications through APIs involve XML or JSON payloads. REST APIs, through their use of self-descriptive messages and hypermedia as the engine of application state, should be self-describing once an entry URI is known. Web Services Description Language (WSDL) is the standard way of publishing a SOAP Application programming interface and there are a range of Web service specifications.


title: Web 2.0

text: In November 2004, CMP Media applied to the USPTO for a service mark on the use of the term "WEB 2.0" for live events. On the basis of this application, CMP Media sent a cease-and-desist demand to the Irish non-profit organisation IT@Cork on May 24, 2006, but retracted it two days later. The "WEB 2.0" service mark registration passed final PTO Examining Attorney review on May 10, 2006, and was registered on June 27, 2006. The European Union application (which would confer unambiguous status in Ireland) was declined on May 23, 2007.


title: Web 2.0

text: Critics of the term claim that "Web 2.0" does not represent a new version of the World Wide Web at all, but merely continues to use so-called "Web 1.0" technologies and concepts. First, techniques such as Ajax do not replace underlying protocols like HTTP, but add a layer of abstraction on top of them. Second, many of the ideas of Web 2.0 were already featured in implementations on networked systems well before the term "Web 2.0" emerged. Amazon.com, for instance, has allowed users to write reviews and consumer guides since its launch in 1995, in a form of self-publishing. Amazon also opened its API to outside developers in 2002. Previous developments also came from research in computer-supported collaborative learning and computer-supported cooperative work (CSCW) and from established products like Lotus Notes and Lotus Domino, all phenomena that preceded Web 2.0. Tim Berners-Lee, who developed the initial technologies of the Web, has been an outspoken critic of the term, while supporting many of the elements associated with it. In the environment where the Web originated, each workstation had a dedicated IP address and always-on connection to the Internet. Sharing a file or publishing a web page was as simple as moving the file into a shared folder.


title: Web 2.0

text: Perhaps the most common criticism is that the term is unclear or simply a buzzword. For many people who work in software, version numbers like 2.0 and 3.0 are for software versioning or hardware versioning only, and to assign 2.0 arbitrarily to many technologies with a variety of real version numbers has no meaning. The web does not have a version number. For example, in a 2006 interview with IBM developerWorks podcast editor Scott Laningham, Tim Berners-Lee described the term "Web 2.0" as a jargon:


title: Web 2.0

text: "Nobody really knows what it means... If Web 2.0 for you is blogs and wikis, then that is people to people. But that was what the Web was supposed to be all along... Web 2.0, for some people, it means moving some of the thinking [to the] client side, so making it more immediate, but the idea of the Web as interaction between people is really what the Web is. That was what it was designed to be... a collaborative space where people can interact." Other critics labeled Web 2.0 "a second bubble" (referring to the Dot-com bubble of 1997–2000), suggesting that too many Web 2.0 companies attempt to develop the same product with a lack of business models. For example, "The Economist" has dubbed the mid- to late-2000s focus on Web companies as "Bubble 2.0".