"In a world where media is global, social, ubiquitous and cheap, in a world where the former audience are now increasingly full participants, in that world media is less and less often about crafting a single message to be consumed by individuals. It’s more and more often a way of creating an environment for convening and supporting groups."- Clay Shirky
Cribbed shamelessly from Paul McEnany / www.heehawmarketing.com, but he just reblogged it from TED so that's the dilly, yo.
