Web social media support a sort of knowledge and information “democratization,” transforming people from content consumers into content producers, or “producers.”

In the digital context, the individuals can be active, and they can produce and manipulate contents in an easy and quick way. Consequently, they stop being dependent on info-communication hierarchy, assuming the control over the contents that interest them. As producers of online contents, the active participants become, consequently, leaders of opinion and creators of noise and buzz, that is, of word of mouth.