The document discusses how technology is changing the rules of journalism and the social web. It contrasts Web 1.0, which was read-only and focused on professional content, controlled experiences, and taxonomies, with Web 2.0, which enables read/write participation, amateur user-generated content, rich social experiences based on trust and sharing, and folksonomies like tags. This shift has resulted in organizations and media losing some control over messages as crowds create and share content, while also presenting new challenges and opportunities in an era of social media and two-way dialogue.