Instead of senders and receivers in a passive medium, the participants are described as players all gravitating to innovations that best meet their needs. The following is an example of how a company might utilize this network structure. Advertising on the Web A car dealer publicizes itself by first creating a site on the Web. It connects using all the necessary technology and develops content. It controls all content at the site and is aware of requests for information.
All links terminate at the site rather than stopping at a news services's site.
I will start with the simpler of the three types of advertising. Reverse-advertising for the dealer begins with a list of cars available for sale. If a request from an agent matches one of the cars on the list, a connection is made. The agent would present a list of cars fitting the criteria the user established before making the request. Most likely, the user wanting to buy the car would take the next step and make a trip to the dealership for a closer inspection.