Merk, TaraTaraMerkHoefer, RolfRolfHoefer2024-07-192024-07-192024 the A2024-07-01978-1-83549-600-8http://hdl.handle.net/10197/26429Like an online carnival, Web3 aims to turn the internet’s social order upside down. Unlike a carnival, Web3 wants to be more than a week-long party, and morph into a legitimate substitute of the internet’s status quo. Web3's secret sauce for upheaval are decentralized, permissionless technologies, in particular blockchain technologies. In this exploratory paper we draw on the concept of institutional isomorphism to muse about Web3's future and to highlight the inherent tension between striving to be different from Web2 yet wanting to become more legitimate. We argue that technical merits are hardly enough to realize Web3's high aspirations. Regulatory pressures, rampant uncertainty and the professional norms of Web3 participants drive the space to adopt many of the organizational structures and practices that it aims to displace. To maintain divergence from Web2, despite isomorphic pressures, we suggest it is important to increase the overall diversity of people in Web3, to double down on the value of decentralization, and to reaffirm Web3's commitment to creatively re-imagine various institutional arrangements.en© 2024 Tara Merk and Rolf Hoefer. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.Institutional theoryIsomorphismWeb3Blockchain technologyDAOsLegitimacyBook Chapter10.1108/S0733-558X20240000089006https://creativecommons.org/licenses/by-nc-nd/3.0/ie/