I am part of the first TV generation. Thousands of hours of my life were spent watching. Just watching. These days, like many others, I spend many of my hours online, creating, sharing and consuming media. Clay Shirky explains why this “social surplus” is a very big deal:

“Here’s something four-year-olds know: A screen that ships without a mouse ships broken. Here’s something four-year-olds know: Media that’s targeted at you but doesn’t include you may not be worth sitting still for. Those are things that make me believe that this is a one-way change. Because four year olds, the people who are soaking most deeply in the current environment, who won’t have to go through the trauma that I have to go through of trying to unlearn a childhood spent watching Gilligan’s Island, they just assume that media includes consuming, producing and sharing.”

If you are in any way connected to the business of “media,” you need to read –and understand– what Mr. Shirky has to say.