Indeed, they may conform to the biological norm, whereas mass-media audiences may have been an aberration.

ECONOMIST: Blogging is just another word for having conversations

Social media audiences have grown substantially over the past few years and the demographics have expanded drastically.

FORBES: 6 Ways Brands Build Trust Through Social Media

In an argument he first made public last year on his blog, Jenkins outlines how marketers have been seduced by the simplicity of the virus analogy to describe how media audiences pass content to each other.

FORBES: The Spreadable War on Viral Media