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"There are times when technological change catches up with an idea. Now is such a moment, as social media transform how people receive and share news and information. Just a few years back the notion of journalism being a conversation, not a lecture, wasn't embraced widely in an industry content to transmit what reporters learned to audiences expected to consume it. Comfort with that notion grew as online comments and live chats assumed a role that Letters to the Editor once held on their own, albeit with greater anonymity and often less civility. Then, from the "audience" spilled forth blogs and photos, videos and tweets. Soon, the words "citizen" and "journalist" were joined in a marriage brokered by technology and nurtured by convenience as news organizations shed staff yet still needed to produce "content.""