You see it all around us. Twitter. Facebook. Blogs and an infinite line of commentary from readers becoming the new producers of ideas. We have come a long way since the first real paradigm shift in media when print became a way of communication which was soon followed by the invention of the telephone. Soon after, the creation of film changed the world. And now we have the world wide web. We have gone from "one to one", to "one to many", to "many to many" communication.