What I want to say about the 'filtering' approach is that it is fundamentally conservative. What I mean by this is, first, that it retains the traditional role of the content publisher or other gatekeeper as a 'filter', and second, it retains the traditional role for content, as broadcast to "everybody." It's a way to represent social media and networks in such a way as to reassure business-people that nothing will really change at all. But in new media, unfiltered creative content is the norm; filters are the (much ballyhooed, especially by media) exception. And second, audiences are increasingly fragmented and local (though the media, which lives and dies on numbers, focuses on the mass market).
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