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The internet age has made information a commodity and bred a new, savvier type of consumer who has access to a wealth of material; material that ten to twenty years was hidden in the deepest, darkest repositories away from public view. Today however the commoditisation of information has meant we have access to limitless amounts of it. Transforming us all into authors and editors, who roam the internet in search of nuggets of information that we can re-write or stitch together in order to gain an understanding of something. The upside of this has been a profound democratisation of information. The downside is the fragmentation of information, the erosion of authority and (for corporations) loss of control of their story. This latter idea has resulted in companies realising they need to...
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