Social media come in a variety of forms. Some, like MySpace, support shared video viewing. Others, like blogs, provide a forum for shared written thoughts. Breaking with the traditional approach of media companies presenting and controlling the content of information, the world of Web 2.0 makes the consumer an active participant in how information is disseminated. In the new world, we all have the ability to be our own media outlets. These new online realities have totally redefined how companies in the entertainment business reach their fans, which is increasingly through means they can no longer control. Burns provides an interesting analysis of this new media environment and what it portends for our future. Annotation ©2010 Book News, Inc., Portland, OR (booknews.com)