This paper explores notions of ‘voice’ as it relates to Web 2.0. We begin by tracing the social meanings of Web 2.0 technologies Brazil. There the notions of ‘voice’ as conceived of in the American media are absent, yet significant collective action took place online through a kind of speaking out. Next the paper describes the conflation of voice with a notion of social networks to explain how the American media misread the Brazilian action. This is achieved by an incredible plasticity and abstraction of the ‘Web 2.0’ construct, which flattens otherwise qualitatively meaningful distinctions. This puts us on some ground to raise the issue of how abstractions might become relationships. This, we argue, is evidenced both in terms of how Brazilians might interpret online relationships, and how Web 2.0 hype betrays a politics of abstraction at work in the wider economy.