In Search of the People Formerly Known as The Audience

Our friends from the Norman Lear Center in L.A. have put together a comprehensive primer on the "Business and Culture of Social Media." If you're intrigued by social media as entertainment and want to learn more about the notion of "mass self-communication," take a look at the presentation that Lear Center deputy director Johanna Blakley and director Marty Kaplan gave at the Barcelona Media Center. As brands are in hot pursuit of the ever more fragmented group of content generators formerly known as "the audience," the authors pinpoint an interplay of business economy, gift economy, and attention economy.

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