The rise of new media technology is not only providing extended promotional resourcing to corporate marketing campaigns and entertaining the masses, it is turning the tables on established media businesses.  You may have heard about YouTube’s availability to a disgruntled former employee of Lockheed Martin, a military contracting business, to report his first-hand witness of deficiencies in the Coast Guard patrol boats recently sold to the U.S. Coast Guard by Lockheed Martin. When television and newspaper companies wouldn’t report on the employee’s accusations, YouTube became a source of vocal power to video broadcast a serious security situation.

Internet and pocket device technology is demonstrating its place as a public voicing tool. Podcasting, RSS, vidcasting, and blogging are changing the way news is broadcast and recieved. It will be supremely interesting to observe just how much and how quickly the public will utilize new media technology to override established mainstream media and governmental broadcasting standards. Does your corporation have something to say? RSS and other syndication technology offers nearly unlimited access to an information-thirsty public.