ACKNOWLEDGEMENTS . . ix
INTRODUCTION . . 1

1 THE NEW MEDIASPEAK - MEDIA LANGUAGE AND TERMINOLOGY TODAY . . 17 
35 common media descriptions . . 17
What is Web 2.0 and what is all the fuss about? . . 32
A timeline of key Web developments: Web 1.0 - Web 3.0 . . 46

2 UNDERSTANDING THE MEDIASCAPE - PHILOSOPHIES AND THEORIES OF EMERGENT MEDIA . . 59
Major traditions of media critique . . 60
Media barons versus net neutrality . . 68
The digital divide . . 77
Community and social capital . . 84
Technological determinism . . 93
The less travelled middle ground and the beauty of grey . . 97

3 SORTING MYTHS AND CYBERBOLE FROM TRENDS AND TIPPING POINTS . . 105 
The end of endism . . 105
The myth of cyberspace and cyberculture . . 107
The disappearing computer and communications network . . 114
Media are immaterial . . 115
Audience fragmentation and demassification . . 120

4 THE FUTURE OF COMMUNITY AND CULTURE . . 137
Reclaiming folk culture . . 138
Identity construction - new 'technologies of the self' . . 140
Anomie or social glue? . . 146
Engaging youth - generations X, Y and C . . 148
When autonomy and individualism are important - online 'greys' . . 151

5 THE FUTURE OF MEDIATED POLITICS . . 155
The mediated public sphere . . 157
The emergent public sphere . . 160
E-democracy and e-government - the role of emergent media . . 175

6 THE FUTURE OF JOURNALISM . . 209
Four converging changes . . 211
The loss of journalists . . 212
The loss of time . . 215
The loss of 'gatekeepers' . . 221
The loss of 'truth', 'objectivity' and source credibility . . 229
The loss of audiences . . 239
Opportunities for a 'new new journalism' . . 242

7 THE FUTURE OF ADVERTISING . . 253
Structural as well as economic challenges . . 254
The audiences that got away . . 256
Evolving approaches in advertising . . 257
Future approaches - Relevancy Advertising and other ways to 'ad value' . . 268

8 FUTURE MEDIA BUSINESS MODELS . . 277
Emergent business models . . 281
Beyond advertising . . 292
The Attention Economy . . 296
Market intelligence and data v privacy . . 297
E-commerce to v-commerce . . 303

9 THE FUTURE OF PUBLIC RELATIONS . . 307
Unspinning spin . . 308
Conversations, dialogue, relationships - rediscovering authenticity . . 316
Emergent media monitoring and analysis . . 318
Emergent media relations . . 322

10 THE FUTURE FOR ORGANIZATIONS AND BUSINESS . . 327
Transparency - four billion mobile/cell phones are watching . . 329
Security and governance . . 330
Beyond brand to reputation and relationships . . 331
Opportunities - the Long Tail and beyond . . 332

CONCLUSIONS . . 335
REFERENCES . . 351
INDEX . . 397