(Not quite there, yet. But trying.)
As for more traditional sociology research, see:
It is...perhaps...a thing that falls under the rubric of "socialogical phenomena", but that doesn't really regard the science as such. It's just it's self-declared field of study. The science itself could have never existed and people would have still made webpages of various types.
Again, I don't think I need to point out that mathematics are a necessary condition (10,000 times over) for "web 2.0" to even exist.
I think it's more helpful to consider whether mathematics is at the core of most web 2.0 services or whether it is somewhat removed (e.g., part of an encryption library used by the service, part of building a computer, etc.).
http://smg.media.mit.edu/papers.html