In a world where media is global, social, ubiquitous and cheap, in a world of media 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.
Intr-o lume in care media este globala, sociala, omniprezenta si ieftina, intr-o lume in care fosta audienta este din ce in ce mai participativa, in lumea asta, media este din ce in ce mai rar vorba despre a construi un singur mesaj pentru consumul individual.