I was wondering just what is it that can make some citizen media so effective, and some so inneffective that it just gets ignored. I think that there are two basic components: the message and the medium. The first chapter of our book discussed this, and it became quite apparent to me that the message really is the most important part of the media. No matter how flashy or well designed the medium is, I won't pay any attention to it if I disagree with or don't care about the message. If a poster tells me to vote, it does not really matter how good the poster itself is, because I already support the message. I feel that whether a company spends millions of dollars on an ad campaign, or whether I see something written in chalk on the sidewalk, I will only heed the message if I agree with it. However, if I'm undecided on an issue the media probably has an effect though.
peace
Martin
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