“Society is in the early phases of what appears to be a media revolution on the scale of that
launched by Gutenberg in 1448. This invites comparisons. There are Jacobins and monarchs
to be found in both revolutions. In the first, the Jacobins were, by turns, printers, publishers,
Protestants and writers; in today's revolution, the Jacobins tend to be those bloggers, vloggers and
podcasters that bay for the blood of the odious “MSM” (mainstream media). As to monarchs, the
first revolution had popes, monasteries and the real thing; today's revolution has, well, the MSM”.
Economist uses this vivid metaphor to describe the changes and challenges media field is facing
Those changes and challenges bring forth older and more contemporary questions. The balance
between the business and social character of media organizations, the role of the journalists, the
quality of information are some of the issues remaining open and un-answered. Contemporary
media are facing a dilemma: should they ignore the technological evolutions and the raise of active
citizens and remain the only geatekeepers of the “free” information or to reconnect with society and
adopt a more responsible operational model?
My thesis focused on the changes social media bring to all human activities and to communication
field in specific. I observed the possibility of applying a new operational and regulatory model
in the media which adopts elements coming from Corporate Social Responsibility theories and
policies, emphasizing in participation, collaboration, pluralism, accountability, transparency,
accesibility, quality, independence, freedom of expression, innovation, creativity, elements that also
characterize social media. My research was conducted through empirical research with interviews,
questionnaires and comparative case studies.
Until now, many people were compalining that we have the Media we desrve. But now and in the
future, in the era of links and networks, where each of us is a medium, we can create the Media we
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