Today the Internet is active producer of content. Indeed, it can share photos, videos, edit blogs or participate in community and discussion forum. In addition, the democratization of digital technologies has enabled customers to equip themselves with tools to produce a quasi-professional content. Furthermore, the development of broadband, can now reach an audience of increasingly important.
The concept of consumer and producer aims to blur, as well as the classification for journalists, press officers. Indeed, anyone can now influence a mass audience through his blog. It also notes that PR agencies publishing an online magazine are “spied” by competing agencies.
