As the world evolves, the media are continuously recast, adapting itself to contemporary societal forces.

The increasing role of the media consumers is both unquestionable and novel. Events reporting is no more the monopoly of the so-called experts (the journalists). Rather, without denying their role, they are today participants in media production/consumption.

Robert Scoble streaming live video from the world economic forum in Davos in February 2008, or citizen journalism with CNN’s iReport are manifestations of changes the field of journalism undergoes.