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	When did we start trusting strangers? Proprietary Studies Download Article We have experienced several media revolutions over the past century, the most recent being the introduction and explosion of the internet. With these dramatic shifts, barriers to consumers were breached and audiences were no longer stagnant, but rather active participants in the media landscape. There has been a tremendous change in how we discover and share information, and thus this increased awareness and education has made us eager to study the world around us. This new learning curve has forced all media agents to become transparent, open, and conversational with their targets. They must rethink their approach and redefine the role of marketing communications.