4. An individual does not know what everyone else knows (lowest hierarchical level). 3) An individual knows what others know. 2) An individual knows what others know, but knows before many of them know. 1) An individual knows and communicates what many others do not know yet, but would like to know.

Paid content has no future not because people don’t want to pay or because there are no effective micropayment services. The reason is far deeper and more hopeless: the idea of paid content, at its very essence, contradicts the logic of network interaction.

The development of content filtration undoubtedly brings with it new risks. By their very nature, these are ecological risks. We are entering a new, digital living environment.

Emancipation of authorship has this incidental effect: the audience itself becomes the author. The very same people – meaning people with identical, equal status – not only receive socially significant information, but produce it. Informational peer-sourcing has gone beyond the limits of the communal sphere and has reached the scope of public

In order to take part in the viral editing, users must be able to perform a wide range of complex intellectual operations. They should be able to: a) read, b) understand, c) evaluate, d) write, e) invest some of their own passion (if nothing else, by the very fact of their reposting).

On the one hand, social networks are clearly the successors of television in this respect: they also use billions of man-hours of time, energy and intellect. On the other hand, the Internet converts the entire, vast volume of man-hours previously spent on television from a passive state into an active one.

In the media landscape, abundance has already occurred: an abundance of information. Therefore, in a web environment it is first and foremost media organisations that suffer. In conditions of abundance, information loses its value and the old media establishment, which obtained its authority by supplying information, loses power and ground.

Thanks to its comprehensive coverage, any possible connection between people will be not only probable, but inevitable.

There are three bastions guarding our mental health – three echelons of filters that sift the contents of the Internet for us: 1) personal settings; 2) the Viral Editor; 3) algorithms of relevance.