Mediations: Philip Young

  • Mediations comments on public relations theory and practice, with an emphasis on social media and communication ethics. Philip Young is project leader for NEMO: New Media, Modern Democracy at Campus Helsingborg, Lund University, Sweden. All views expressed here are personal and should not be seen as representing Lund University or any other organisation.

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    This is interesting, Philip.

    I think it was the Cluetrain Manifesto where I first saw this argument presented. They make the point (from memory) that social media is returning us to a more small-scale, niche 'marketplace' where inter-personal communication dominates interaction. Maybe this is a bit idealistic now, (I'd argue it is) but in 2000 it was fairly revolutionary!

    Also, I'd challenge Natalie's statement slightly about social media enabling us to rely on trusted and filtered sources of information. Mass media continues to offer this as well. The main difference within networked media environments is that the filtration is now more likely to take place with peer-networks as opposed to (or as well as) within newsrooms or editors' offices, as Yochai Benkler in Wealth of Networks observes.

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