Core to Web 2.0 is the concept that "MassMedia is being transformed into "MyMedia" through personalization and user generated content.

Henry Jenkins, the Founder of Harvard's Comparative Media Studies program has just finished researching a source book document this change. He's assembled a collection of examples where consumers increasingly control brands – in education, business, media and politics.

This book is due from NYU Press in August.

by Dave Wieneke