2. Enhancement: What the medium amplifies or intensifies. Social Media intensifies the ability to communicate, create and interact. Always “on.”

3. Obsolescence: What the medium drives out of prominence. Social media reduces the importance of traditional media, and gives a voice to everyone. Reduces the one-way flow of communication.

4. Retrieval: What the medium recovers which was previously lost. Social Media returns our control over content, and promotes transparency and authenticity.

5. Reversal: What the medium does when pushed to its limits. Can’t tell the difference between reality and sponsored conversation. Misinformation, self appointed policing and fluff.