Geoff Livingston has posted an overview of his session, Participation is Marketing, over at his blog. If you plan on attending Geoff's session please check it out.

The current Participation is Marketing theory (Chris Heuer) acknowledges that 20th century mass communications enabled companies to dictate messages, control the market, and use media to ensure brand message. With a fractured, traditional media marketplace and new social media channels, message control is dead. In the words of Jay Rosen, audiences are gone and communities are arising.