Written in 2013, it provided a what was then a brilliant analysis for where digital media was taking advertisment and storytelling, especially in context of youth culture as a commercial target, which was then in its second generation, and undergoing a radical change due to popularization of social media.
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"You/We are dying and here’s a stage to tell that story, but the dying needs more than a stage. The dying need a hospital. A stage is important in and of itself, and might even be a means to a hospital. but the dying needs more than a stage, especially not a commodified one."
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