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Chief Culture Officer: How to Create a Living, Breathing Corporation by Grant McCracken

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CHAPTER 5
PRODUCERS AND CONSUMERS
CULTURE WAS ONCE MADE BY A HANDFUL OF PRODUCERS on high and delivered to millions of consumers below. The producers mostly gave us what they thought we wanted. And the consumers might sometimes have disliked the outcome, but there wasn’t much we could do about it. We either watched one of the big networks, or we didn’t watch TV. We called it mass media because this programming was made for the largest possible audience. Niches were impossible. Tiny audiences were forbidden. Active audiences were unlikely. Power belonged to producers. Consumers did what they were told. And then things began to change. The new contract between producer and consumer is perhaps the most urgent thing the CCO needs to know about. ...

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