Critical reviewContesting Nature 2.0 or 'the power of naming'

While the concept of nature, like culture, is widely challenged in and beyond academia, there has yet to be any significant discussion on what is meant by Nature 2.0; its meaning appears to have become rapidly fixed and the concept has now passed into academic usage largely uncontested. This review article explores the early uses of Nature 2.0, as used to describe changing images of nature on Web 2.0, and how this concept has now been 'claimed' for use within an important, but particular area of conservation research. This article argues that such narrow and uncritical use of Nature 2.0-aligning this concept with specific conservation interests and practices-is problematic, limiting the potential for examining the implications of different and changing manifestations of nature on Web 2.0. Just as nature was not synonymous with conservation in the pre-digital era, neither can (nor should) Nature 2.0 be synonymous with Western conservation interests and practices when re-imaged on Web 2.0.