How social media can make history - Clay Shirky

In his speech, Clay Shirky discusses how the evolving media landscape affects how organizations connect with their audiences. According to him, the traditional method of broadcasting messages to a passive audience is no longer effective in today's global, social, ubiquitous, and affordable media environment. Instead, media are becoming more about creating an environment for group communication and support. Organizations must adjust their communication strategies to take advantage of this new landscape. Shirky provides examples of how this shift is playing out, such as the Chinese government's struggles with amateur media proliferation and the Obama campaign's successful use of social media during his 2008 presidential run. He stresses the importance of being adaptable and responsive to changes in the media environment to effectively reach audiences.