Media for the Masses, by the Masses

There are millions of reviews online on everything from doctors to clothing to dog breeds.  These reviews are often written by the average consumer who wanted to document a good or bad purchasing experience.  This movement toward media being controlled by the individual consumer is a very recent social phenomenon called groundswell that has been featured in a book called Groundswell by Charlene Li and Josh Bernoff. Continue reading Media for the Masses, by the Masses