journal of digital research & publishing - The Sydney eScholarship ...

1 P M J O U R N A L O F D I G I T A L R ESEARCH & P UBLISHING
under loose Twitter permission situation. These kind of open minds mostly encourage
users participation passion and also typically challenge the traditional promotion way the
commercial society engaged before.
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discuss brands in public”. President of Get Satisfaction, Beck indicated that the real right
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of new technology.
Johnson Company released a video advertising in Motrin.com to promote its pain­
killer. However, as a result of improper ideas, the company suffered a strong protest on
internet. In the traditional era of Internet, there is not a big scale of communication exit
for the feedbacks from net citizen. However Twitter gives “mouth” to them. Only a few
days, animadversion aimed on Motrin became the hottest topic on Twitter. Google search
results appeared substantive negative information of Motrin. Motrin so embroiled in a
public crisis.
By contrast with past, the traditional mainstream medias are used to stand on a dominate
position, play a role of master control in communication. But now it seems this dignity of
traditional media has gone forever. Every grass roots easily accesses with right of making
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