The people formerly known as the audience, the passive consumers of broadcasts and ready made and mass produced stuff have become empowered. We can talk back, we can interact with producers, we can co-create or make our own content.
We can comment, leave ratings – and even if we don’t contribute, companies will try hard to gather as much information as possible about who we are and what we want.
But where do you complain when something is not working, who can you ask for help, who can sort out misunderstandings? Which country is that company even in?
Good luck trying to find someone you can actually call or a real person who will read your mail and respond. Oh, they will listen to customers – but only if it can be fully automated. The irony is that the social network platforms are absolutely impossible to talk to.