Over the past 10 years corporations have tried and failed to hijack the internet, treating it like any other medium by broadcasting their message with no respect for or dialogue with their audience. The web is now starting to return to the tenets on which it was built: collaboration, creation and power to individuals.Some agencies and brands have always accepted and harnessed this: www.campaignforrealbeauty.com is a movement orginated by Dove but very much driven by consumers; debating what real beauty means, posting photographs and stories.
Beware agencies peddling Web 2.0, it means they missed the whole point of the web the first time round.
Image from Hugh Macloed: www.gapingvoid.com
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