Mutualization

With 2014 approaching, the old media is still looking for the new model so that this admittedly improbable prediction does not come true. This is where 'mutualization' comes in. "Our readers have become a part of what we do", writes Rusbridger. This makes me think that old media is exploiting user's selfishness. By reeling them in and allowing them to participate now more than ever, they are keeping readers hooked by letting them see their work reflected in the news organization.