Participation

Is happening now and all around us; Blogs, Flickr, YouTube and social networks to name but a few. Media activities are increasingly focussed on participatory channels and content creation.

However, in the near future, the cost of quality content creation will fall rapidly, and tools to facilitate its creation and distribution will become widespread.

The result will be an infinite supply of user-generated content to consume and share – heightening attention scarcity.

Source: Ross Dawson