‘Individuals become networks’

Individuals become networks.

That idea, which I believe to be a key concept of media today, is touched on in this intriguing Fast Company article about an advertising agency called Mekanism. They focus mostly on creating viral ads, but deep within the article is this comment:

As individuals become networks in their own right, the best-connected among them may one day (via their blogs, Web sites, and social media) rival ABC, CNN, or the Food Network in influence. But developing a legitimate online footprint requires those blogger/social-media types to have unique content to offer.

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