As the worlds of media and technology collide with a force that can split an atom, such cognitive dissonance is a natural by-product of the fact that more and more content (and code) is being produced by the people themselves. At the same time, with the increasing digitization of media, the definition of “distribution” is also changing from channels previously rooted in the physical world to one where people themselves become the new distribution channels via tightly and loosely-coupled social networks connected together by the universal language of IP and bits.
Robert Young’s guest post on Om Malik’s weblog last September started an interesting conversation within the comments. I have written a chapter in Dino Inc. about organisations relearning in realtime that .com = communities. Recommend reading both the post and the comments. Hat tip to Johnnie Moore for the link.