… communication model that is much closer to the kinds of social organisation we are moving towards. There is no longer a one-way, direct communication with no feedback. Instead, communication generates dialogue among users, citizens, consumers, readers and experts. This feedback often takes place through the opinion leaders or the community that springs around them. The idea of consumers as passive agents in the recommendation process has been replaced by a model in which they have the option of participating through content, comments, “likes”, retweeting, and sharing on various kinds of media.