Our personal connotations of listening and speaking have changed exponentially in the modern digital age. The way we listen, speak, advertise and market is not the same as it used to be, thanks, in part to the groundswell. The groundswell is defined and examined by Charlene Li and Josh Bernoff in their book Groundswell: Winning in a World Transformed by Social Technologies as "a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations" (p. 9). Chapters five and six of this book focused on listening to and speaking to the groundswell constructively. We are approached in these chapters by the difference between shouting and talking within advertising and marketing. Li and Bernoff explain that the older forms of "shouting" in advertisement are practically useless in today's day and age. Considering most people trust a strangers opinion on a produ...
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