"Even as advertisers struggle to fill the two dimensional media that is steadily inflating with bigger screens, more page impressions, more titles and more audiences, they must also learn to cope with the emergence of a new, third media dimension — the networks of relationships that manufacture our opinions. Thanks to blogs and Google, the apocryphal "six degrees of separation" has shrunk to two degrees (at least among blogs), and one million of us are united in a tightly woven network of text links.
With these global and niche intersubjectivities come a new sensibility. We’ve moved from an age of "bcc" to "cc." Each audience can now watch itself consume, evaluate and communicate, and our knowledge of each other’s reactions to an event or product will inevitably influence our own reaction."