Did you know that every time you breathe, eight new hours of video footage is being uploaded to YouTube? We've all heard a thousand times how the world has changed in the last 15 years and their profound effects of the digital revolution on the media and communication industries and basically on everything in our lives. But what refers specifically to information and content, these disruptive technologies have led also to cacophony, which according to the dictionary is an implicit mixture of loud sounds. Look at the media at Twitter, at politics, everybody's busy publishing content and expressing their opinion in an endless conversation full of beauty and theory as well. After the weakening of the traditional media gatekeepers and the loss of information or monopoly, who decides what's important in communication and in journalism nowadays? The people, you and me, masses of anonymous citizens. Everybody's influential today apart from very busy. Power has shifted from large media companies to the consumer and now everybody can become a publisher. That's why everybody says every company must become a media company. Why is this? Why is this happening? It's basically because getting noticed, which seems to be everybody's obsession, is no longer a question of spending more. Half a century ago, there was a relatively stable correlation between your advertising budget and your profits as a company. But today that equation is increasingly losing its foothold because the excess of circulating content has deeply modified our behavior and in ways yet to be seen as we'll study later during this course. People are tired of interruptions and old school marketing. Our brains are replete with WhatsApp messages, tweets, Instagram pictures, emails, so stealing even more of our time with boring promotions of products or services is increasingly useless, unless you basically give things away for free. In this battle for clicks and attention affected by the absence of widely applicable business models, traditional media outlets have changed their attitude and put the user, the reader, you and me on top of that pyramid. It's a brand new world where the audience decides what is relevant and what is valuable. In the same ways, companies have also shifted their focus towards the audience, trying to win they're long-lasting trust. People are fed up of banners and pop-ups of that which Nicholas Carr calls the ecosystem of permanent destruction. The traditional framework of marketing seems to be an old paradigm because the noise is just too loud. So let's see other ways in which these changes are affecting the communication and marketing world.