Will this kill that?: Will digital media forever change communications? Available to Purchase

The paper proposes and considers the qualitative shift that the Internet will force on corporate and marketing communications, from ‘push’ media to ‘pull’ media. The article first reviews the current state of the debate as it appears in the literature, and then proposes a simple assumption: traditional institutions, corporations, advertisers, marketers, the press even, will no longer be able to control new media.