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In the field of marketing, one of the biggest innovations is around mass advertising and the brand management
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perspective. This innovation really began with the rise of mass markets [music] in the United States and more
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generally around the world. Mass production became a thing, [music] mass distribution became a thing, and mass
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advertising became a thing. And suddenly, consumers, instead of buying from their local neighbor and buying a
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locally made product, were buying maybe in a more anonymous [music] way. They were buying from large stores,
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from companies they didn't really know [music] very well. And this practice of building a brand identity, building a
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brand meaning structure, helped give [music] some coherence, some familiarity, and was a shortcut to
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building trust and differentiation in the marketplace. >> Social media had a number of significant
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implications for [music] society, individuals, and businesses. Traditional news media outlets were, [music] in so
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many ways, gated and one-sided. And there were typically individuals who might be journalists, who might be
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[music] public figures, who might be experts on subject matters, deciding on what information [music] should be
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communicated with the public, from which perspective, and at what time. And as such, media held so much power [music]
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in its hands. As a gatekeeper, they also determined what companies came to power
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or what politicians eventually [music] were able to even win elections. Social media changed all of these dynamics.