Let's start by talking about what media 2.0 is about.
Media 2.0, or new media/Internet media, is about the fact that anyone can get involved in the media game now. Production is cheap. Distribution is cheaper.
The end result of this is, of course, a world in which there is an abundance of content and a corresponding scarcity of attention.
If attention is the scarce asset, its the asset of choice that all media players are aiming for. And after they get your attention, they have to be able to allocate your attention, so that they can profit via advertising, storefront services, or the creation of personalized products/services.
That last part -- personalization -- is the key; we are moving closer and closer to a world in which media is personalized, and strategies geared towards personalization are well-positioned for the future. Using 9/11 Truth as an example, we will eventually be able to create a world in which 9/11 Truth documentaries are dynamically generated based on your psychological profile. In other words, a wealthy Caucasian male with two kids who lives in Venezuela and trades stocks for a living will require a different pitch than a black female college student living alone in London.
The key to the world of personalization is reconstruction. In other words, the excess of media that the Internet has allowed for now needs to be reconstructed to create personalized products.
To put it more concretely, we are not far off from a world in which you fill out a form, and, based on the information you enter, a custom 9/11 Truth message will be generated. Perhaps it will show the testimony of your local congressional representatives who support the Truth movement, members of your political party, statements from people in your social network, reports from media entities you trust, evidence you are most likely to believe based on your education, etc.
This in turn will enable richer forms of personalized/behavioral advertising. It will help move us from a world of CPM and CPC to a world of lead generation.
9/11 Truth is ahead of most other niches regarding the move to personalization. While no rebundling application exists to allow for true personalization (rest assured, though, it is being worked upon ), there is an abundance of media that has been reconstructed in the name of waking up people of different backgrounds and psychological profiles. Maybe you define patriotism as supporting government? PatriotsQuestion911.com is an effective resource for such individuals. Or maybe you trust mainstream media? The Ultimate Con is a documentary that exposes 9/11 Truth using ONLY clips from mainstream media. Perhaps you're a fan of hip-hop? Loose Change, known for its stylish presentation, appeals to hip-hop fans via its score and soundtrack.
The 3 minute video below is a prime example of media reconstruction being used to create new products. The video uses original commentary with third party footage to present 9/11 Truth in a way that may "get through" to people resistant to other arguments.
The Big Barrier: Property Rights
So why is 9/11 Truth ahead of other niches in terms of the movement towards reconstruction -- which is a key step in the movement towards behavioral advertising and lead generation?
Two words: property rights.
Although the world is slowly but surely moving away from being a bunch of copyright crybabies and towards embracing syndication, there are still many economic and legal issues that need to be resolved. 911 Truth is uniquely positioned in that its members are not motivated by money; 911 filmmakers like Alex Jones and Dylan Avery release material for free and encourage making copies of it. As for legal issues, the Truth movement by and large is not particularly concerned in the property rights of mainstream media. After all, if mainstream media did their job, the Truth movement would not be needed.
The economic issue will be resolved when advertising networks that favor syndication (what YouTube will most likely end up being, and FeedBurner) gain dominance, or when content publishers use their media to build and engage a community -- which in turn will allow them to learn about their audience and sell behavioral advertising.
Next time, we'll talk about how the 9/11 Truth movement uses a management structure that will be used by businesses of the future.
), there is an abundance of media that has been reconstructed in the name of waking up people of different backgrounds and psychological profiles. Maybe you define patriotism as supporting government? 
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