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Ready for Online Activism? I Didn’t Think So

Louis M. Thompson | March 18, 2008

Just as we are observing the power of the Internet in the current presidential primaries, Corporate America is about to experience a wake-up call regarding the same phenomenon. But in the corporate context, the campaigners are largely activist investors who will use the various Internet and social networking tools to win their proxy battles.

This begs the question of whether Corporate America is prepared to deal with the Internet medium in a proxy contest. I believe the answer is largely “no.”

What we have is a communication medium that has its roots in the younger generation, considerably below the age of those in corporate leadership positions. More than 40 years ago, communications theorist Marshall McLuhan famously stated, “The medium is the message.” He meant that the culture formed around the medium becomes the message. In the political arena, we’re witnessing that through the flocks of young people... To get the full story, subscribe now.