frontwheeldrive : gareth branwyn interview What do you see as the most powerful tool in the media activist's arsenal?
Again, since the tools for effective DIY media have become so powerful and plentiful, I think your most potent tool is the message that you're trying to get out there. The more 'memetically viral' it is - the more creative and unique - the more it will cut through the sludge. Take weblogs, for example. There are now thousands of 'em. Most fade into the background noise, but those that are truly interesting, creative, well-written, rise to the top of blog portals, get repeatedly quoted on other weblogs, and spread rapidly through word-of-mouth.