Technology is shifting power away from traditional media elites and towards regular people, according to Rupert Murdoch. A document then discusses different views of marketing: transactional marketing focuses on exchanges of value between a firm and customers, relationship marketing focuses on cultivating long-term customer relationships, and collaborative marketing focuses on co-creating unique experiences and value through dialogue between firms and customers/communities. The market is seen either as a place of exchange, a forum for relationship building, or a place for co-creation, depending on the view.