Ten years ago, a set of 95 theses was organised and put forward as a manifesto for all businesses operating within—what was then suggested to be—a newly-connected marketplace. Titled ‘The cluetrain manifesto’, it said that the internet was unlike the ordinary media used in mass marketing as it enables people to have ‘human-to-human’ conversations, which have the potential to transform traditional business practices radically.

The authors asserted that a shift would occur through substantial and pervasive changes in current company-to-consumer interaction. Communication would shift from mission statements and marketing media aimed at consumer segments to open dialogues or conversations between businesses and consumers. Online marketing would be more about holding conversations with people rather than broadcasting half-truths about products and services. It turns out a decade later that everything is a conversation.

The fastest growing alternative media to the traditional channels (3.7 million results on Google pages from Pakistan and 367,000 blogs found), blogs in Pakistan are now being credited for everything from bringing a corporate giant to its knees over its negligence during a reality show, greater consumer awareness, putting pressure on governments and politicians for greater transparency, showcasing the new and the trendy media practices, latest fashions, marketing and even general venting of frustration.

The ability to think of an idea, type it and then publish it online for the world to read for free has been equated with bringing in the same revolution as the printing press did some 400 years ago. So much so that every traditional broadcast media and newspaper worth their salt has started its own blogging channel to avoid missing out on this cluetrain.

One is treated to a myriad of subjects ranging from politics, satire, sports, technology, business, culture, food and much more. Politics, of course, is the favourite subject and one is treated to the widest range of topics from ‘Couldn’t she find a nice Indian boy’ to deep philosophically inclined discussions on women’s rights and burqa. Readers are also treated to all the content that they would never be privy to on traditional channels especially regarding political leaders. Sports, too, especially cricket, are a passion and nowhere is this more apparent than on the net.

The biggest benefactor of the blogging scene, however, has been the citizen journalism genre. Everything from taking on the big bad corporate world and their policies to minor issues like delays in payments have been documented and archived. The citizen of Pakistan’s voice is finally being heard and it is loud and demanding.

In an interview with Management Consulting News, Tom Peters, a management guru says, “One of my grand theories is that, fundamentally, there’s only one source of innovation… I think anger is the essential motivator.” If this is the case then this is our time to change the Pakistani world the way we want it to be with the power of the word. It has been known for eons to be mightier than the sword and with digital distribution it has now become a virtual tsunami.