The historic role of the consumer has been nothing more than a giant maw at the end of the mass media's long conveyer belt, the all-absorbing Yin to the mass media's all-producing Yang....In the age of the internet, no one is a passive consumer anymore because everyone is a media outlet.
Clay ShirkyWhat I think is coming instead are much more organic ways of organizing information than our current categorization schemes allow, based on two units - the link, which can point to anything, and the tag, which is a way of attaching labels to links. The strategy of tagging - free-form labeling, without regard to categorical constraints - seems like a recipe for disaster, but as the Web has shown us, you can extract a surprising amount of value from big messy data sets.
Clay Shirky