Groundswell

Story of Digg – users posts the code to hack into DVD’s on DIGG – then Digg gets a cease & desist from motion picture association – so DIGG takes it down, but users repost the code en-masse – so DIGG reverses its position – saw that it couldn’t stop the Groundswell. “You can’t take something off the internet. That’s like trying to take pee out of a pool.” Other similar situations are Streisand effect – photos of her house she wanted taken off the Internet; video of Comcast technician asleep on the job; snakes on a Plane – user group takes control; the Other White Milk – Pork group tries to stop a breast-feeding group.

Groundswell is: “A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.”