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David White (@daveowhite, http://twitter.com/daveowhite) of the University of Oxford explains how the Visitors and Residents model provides a framework to understand individuals’ engagement with the Web based on motivation and context. In part 1 of this series, he argues that the metaphors of ‘place’ and ‘tool’ best represent the use of technology in contemporary society and allow us to better adapt to the challenges of new forms of academic practice.