Chris Anderson

Occupation: Author/Editor-in-chief

Trust Level: 8/10

Theory: Long Tail, 2004

The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively small number of "hits" (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail.

SNOG

David GauntlettOccupation: Sociologist/Media Theorist

Trust Level: 8/10

Theory: Making is Connecting, 2008

An attempt to rethink audience studies in the context of media users as producers as well as consumers of media material. This argues that there is a shift from a 'sit-back-and-be-told culture' to a 'making-and-doing culture'.

PUSH OFF A CLIFF

Clay ShirkyOccupation: Writer/Consultant/Lecturer

Trust Level: 8/10

Theory: Cognitive Surplus, 2010

The time freed from watching television which can be enormously productive when applied to other social endeavors. He also notes that we are experiencing an era where people like to produce and share just as much, if not more than they like to consume.

BE STUCK ON A CHAIRLIFT

WITH

Henry Jenkins Occupation: University Professor

Trust Level: 8/10

Theory: Convergence Culture, 2006

Jenkins' research has focused on how individuals in contemporary culture themselves tap into and combine numerous different media sources. He suggests that media convergence be understood as a cultural process, rather than a technological end-point.

HAVE DINNER WITH

Dan Tapscott

Occupation: Chairman, nGenera Insight

Trust Level: 8/10

Theory: Wikinomics, 2006

Wikinomics explores how mass collaboration changes the company operating model and business model. According to Don Tapscott and Anthony D. Williams, the mass collaboration is the most destructive technology currently. They name wikinomics after the website type Wiki.

EAT SPAGHETTI WITH IN A

LADY AND THE TRAMP STYLE

Charles Leadbeater

Explores the new phenomenon of mass creativity exemplified by web sites such as Youtube, Wikipedia and Myspace and argues that participation, rather than consumption or production, will be the key organising idea of future society.

Occupation: Author, former advisor to Tony Blair

Trust Level: 3/10 (Tony Blair)

Theory: WeThink, 2008

DO WHAT HEART DESIRES

Dan Gillmor

Describes the Internet as an opportunity for independent journalists to challenge the consolidation of traditional media and contains Gillmor's widely cited realisation: "my readers know more than I do."

Occupation: Technology writer and columnist

Trust Level: 6/10

Theory: We the Media, 2004

INTRODUCE TO PARENTS

Stuart Hall

A basic acceptance of the meaning of a specific text tends to occur when a group of readers have a shared cultural background and interpret the text in similar ways

Occupation: Cultural Theorist

Trust Level: 10/10

Theory: Reception Theory, 2004

Not to be confused with the dirty old man by

the same name, as I did.

GO CLUBBING WITH

Blumler and Katz

"The social and psychological origins of needs, which generate expectations of the mass media or other sources, which lead to differential patterns of media exposure (or engagement in other activities), resulting in need gratifications and other consequences, perhaps mostly unintended ones."

Occupation: Uses and Gratifications

Trust Level: 10/10

Theory: Uses and Gratifications, 1974 (polished)

MARRY

Jay RosenOccupation: Press critic, writer and journalism professor

Trust Level: 7/10

Theory: Citizen Journalism, 1999

Encouraging the press to take a more active interest in citizenship, improving public debate, and enhancing life.

AVOID

David HepworthOccupation: Journalist, music writer

Trust Level: 10/10

Theory: No clue, No cluesville

Sounds like a cool guy.LAST DAY ON EARTH

SHENANIGANS