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This thesis contributes to a new discipline of science: web science, as introduced in [Berners-Lee:2006]. The big challenge is, that such a research area has only been recently postulated, however, does not yet exist in a coherent form. Designers, computer scientists, sociologists, cognitive scientists, psychologists etc. have individual perspectives on the complex and rapidly evolving interplay of technological and social infrastructure and human society. However, a well-defined discipline — unifying the scientific analysis of social and human factors to understand, but also to shape and steer web developments by informed design and engineering — is not established yet. I hope to contribute to an interdisciplinary dialogue between science, engineering and design with this thesis.