11/2005: (excerpt) These new sources of value are laying the groundwork for an entirely new media value chain; one which leverages micromedia to deliver personalized, post-branded attention streams of chunked and microchunked disposable and essential media to communities of connected yet ever more hyperpolarized consumers.
What is micromedia? Micromedia is media produced by prosumers (or amateurs; sometimes, it's called "consumer-generated content"). Micromedia differs fundamentally from mass media. First, it's usually microchunked. Second, because it's microchunked, it's plastic. Third, micromedia is liquid: prosumers can trade info about it ' via ratings, reviews, tags, comments, playlists, or a plethora of othes. These are also micromedia; micromedia whose economic value lies in its complementarity with other micromedia.
Consider blogs. Their microchunking into posts is frictionless; lightweight standards like HTML and RSS coordinate it. This makes blogs plastic: posts can be cheaply linked to, syndicated, remixed, or otherwise filtered and tweaked. The open-access platforms that bloggers use to produce blogs also allow others to contribute complements, like comments, tags, and ratings; making micromedia liquid. Other kinds of services can then access, aggregate, and filter this micromedia, and, for example, individualize streams of content for communities or individual consumers.
Three acquisitions demonstrate the emerging segments of this new value chain: microplatforms, communities, and reconstructors.
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