Digital media is profoundly transforming consumer behaviour and traditional communications models. While creating new opportunities, its influence has been accelerated by not only the proliferation of hand-held devices, but also the speed at which these devices allow the user to connect, send and receive messages, images and videos. Apple claims up to 30 frames per second for its 3GS iPhone, which is the same as a high definition television!

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Society and communication are mutually dependent on each other, without a society there is no language and without language and communication there can be no society.  The di facto is that humans are social creatures; we enjoy nothing more than sharing our experiences with each other.  Provide social creatures with a way to connect and they will. Provide them with a way to exchange information within communities, and place aside authoritarian sources of content, and they will gravitate toward peers.  And this is exactly what’s happening with Web 2.0. Web 2.0 has the power to rearrange greatly the relationship between companies and their customers. 

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