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Introduction: We are standing on the precipice of a new culture? Sceptical, questioning connected with the world, thirsting for information and change. Technology is driving society at a pace unparalleled in history creating new attitudes, interrelationships, and global awareness. A new consumer is emerging, suspicious of traditional media sources, incredulous of advertising, and contemptuous of the contrived the hyped, the false. This consumer is not easily persuaded by clever graphics or manipulated by fads in …

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