In reading Shirky’s “Here Comes Everybody”, I found myself most enthralled with the concept of many-to-many media scope. This idea, while not new to me personally (I studied it a semester prior in a general Social Media course) is consistently fascinating-- I mean, it’s such a massively powerful social influence. It’s mind-blowing to consider that, really, all forms of mass media and communication up through the last decade were either one-to-one in scope, or one-to-many. This is made even more crazy when considered in parallel to our current social situation.
Constant interconnection facilitates so many elements of modern society, and spurs changes in amazing ways. Twitter is one excellent example-- a gigantic many-to-many platform with endless potential, spurring a number of campaigns in the past year alone; human rights movements like Black Lives Matter, campaigns for and against political controversies (the upcoming election, gay marriage, immigration) industry specific incidents like GamerGate, you name it and it’s been a trending topic on Twitter.
User Generated Content synergizes incredibly well with these sorts of platforms, and often facilitates further spread and influence of such campaigns. The hashtag is a key mechanic of many-to-many interaction, but it has also become a sort of dualistic form of UGC. Visualizations of hashtags themselves become memes, banners, representations; this further enables and strengthens communication and connection via the many-to-many platform.
As many-to-many enabled services like Twitter and Tumblr continue to grow, and new forms emerge, it will be interesting to see how our communicative spectrum and modern focus on many-to-many interaction will evolve. The many-to-many mediums are the ones that have the strongest ties to our current society; Twitter and Tumblr for one are powerful social media platforms that are increasingly recognized and emphasized by general media as significant communicative and expressive tools. As more and more platforms reliant upon many-to-many interaction become available, and the mediums change, our society will likely grow alongside them, achieving an interesting hybrid state of futuristic communicative elegance.