Networked Society

Deborah H. French Zimmerman/Edelson, Inc. Abstract: With widespread access to a vast array of tools for creating and distributing messages across the globe, people with no special training or expertise are now empowered as participants in mass media, an arena formerly characterized by one-way messaging and dominated by an elite few. Web 2.0, a term that has been used to describe this social media environment, has established a new order based on a conversational model of two-way messaging in which the demand for authenticity has replaced blind reverence for authority. Significant evidence suggests that many public relations and marketing professionals ...

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