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Inevitably, these technological transitions have altered the media experience by fragmenting the market for content. Every viewer now abides by his or her own idiosyncratic program schedule and narrowcasts to "friends" on massive social networks. Everyone is both a market for media and a distribution channel with the added value of his or her commentary, self-generated content, and hyperlinked references

Cell (mobile) phones will be instrumental in the ascendance of the map.

users will derive data from the Internet and superimpose them on their physical environment in order to enhance their experience, or to obtain more and better information regarding objects and people in their surroundings.