We are witnessing the shift from individualised and pesonalised media consumption towards consumption as a networked practice. You see networks are sticky in ways that mass media never was, it requires a very different approach to what we create, how we create it and how we market it. And, the change wrought by the networked information environment is structural.
Communities Dominate Brands: The 7th Mass Media gets a new service
technorati tags:nokia, ads, consumption, net-work
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