II. The Emerging Logic OfHorizontal Intermediation
In our 'Relational Grammar' visualization (see illustration at the end of this chapter), we propose tounderstand the emergence of the new horizontal
logic of intermediation
as three interconnectedpotentialities, each of which creates new communication practices, new social demands, and newadaptations by the corporate world.These emergences are as follows,
The logic of interactivity
, where producers and consumers, media and their audiences, nowhave a possibility of permanent dialogue with each other. The consumer becomes active, a'
of consumers are now directly readable, and the economic logicstarts moving from a push economy to a
The logic of 'p2p' connectivity
, whereby consumers/users/audiences can now directly '
talk toeach other
', with or without the intermediation of previous dominant players of the massmedia era. The prosumer has become an active creator of '
' generated media. Through thisthe mass media logic transforms into
a 'virally-driven' attention economy
, where peersuggestion may become more important than mass marketing.
The logic of collaboration
, whereby users can now cooperate and create value, outside of thecontrol of previously dominant players. The user has become a
, engaged in the 'peerproduction' of value. Communities with their own norms and rules become actors, therebycreating a value-driven '
', in which social impact becomes a more importantdriver than monetary accumulation.We explain the effects of these three interconnected changes in a little more detail here below.