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Much has been made about how modern communication—even as it accelerates exponentially—is returning in some ways to more simple, even primitive forms.
Paul Adams, at the time the global head of brand design at Facebook, put it succinctly at Cannes in 2012 when he said the social web mimics pre-industrial times. Information moves much more quickly now (back then it moved only as fast as people), but in knowing what information to trust, it's once again all about personal relationships and word of mouth.
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