“If the news is that important, it will find me.”
That is the conclusion of an article in the NYT.
“There are lots of times where I’ll read an interesting story online and send the U.R.L. to 10 friends,” said Lauren Wolfe, 25, the president of College Democrats of America. “I’d rather read an e-mail from a friend with an attached story than search through a newspaper to find the story.”
In one sense, this social filter is simply a technological version of the oldest tool in politics: word of mouth. Jane Buckingham, the founder of the Intelligence Group, a market research company, said the “social media generation” was comfortable being in constant communication with others, so recommendations from friends or text messages from a campaign — information that is shared, but not sought — were perceived as natural.”
This article goes along which the observations we’ve just made at re:publica08. In many discussions and in many conversations people told us, that they rely and trust on their social network members and that they neither read daily newspapers anymore nor do they watch TV. They consume media by recommendation within their social network and they share media within it.
What does this mean for media companies and as well for other companies? It is definitely a loss of control and power. They no longer rule their “constructed picture of the whole” – no matter if it is good or bad – they have to re-define their opinion leaders and start a dialogue with their audiences …