Contemporary media (digital, social and mobile) is transforming the landscape of identity, education and employment. The centralised, top-down, mass media model on which most of our institutions are based is facing assaults from the emerging decentralised, bottom-up, networked, agile social knowledge media. While old power centres are being challenged, new ones are emerging: they are based on the systematic collection, analyse and exploitation of the mass of data produced in our daily life.