Web 2.0: The Medium is the Message, But What's the Result?
http://www.iabc.com/cwb/archive/2007/1007/Kealey.htm

Kealey, Caroline
Communication World Bulletin
2007

Abstract:

Let's face it: These are tough times to be a professional communicator. Our audiences have taken the reins of what is indisputably the dominating mass communication medium of our era: the Internet. Web 2.0, characterized by social media applications for peer-to-peer collaboration such as YouTube, MySpace and Wikipedia is challenging all of our basic assumptions as communication practitioners. The astonishing rise of social networking structures and content is in effect challenging the very existence of the traditional corporate communication function.