Mottos are used widely in Web 2.0. This is not surprising, as the system wasn’t created for democracy or participation, but for the consumer society and business , and we all know that mottos and their close relatives, the slogans, are the ABC of advertising. Moreover, the consumer-seller relationship does not occur as peers. Although it is constantly echoed that the client is the boss, I doubt it.
Peer dialogues have became monologues
Business relationships conventionally use mottos and slogans. However, it should not be so present in peer exchanges. However post-modern values require “direct communication without waiting, instant, fast, fluent and easy” . So this post-communication is asking to use slogans. New peer communication model mimics ubiquitous, hierarchical mass-media, along with unidirectional trends in speech. Preferential use  of one-way media like Microblogs/Twitter , as opposed to bilateral communication and/or cooperation like the different Wikis or the message boards . Consequently, peer exchanges are too often converted in just series of monologues, instead of a real dialogue.
Deep thinking or audience?
This allows multitasking in exchange
As a consequence, says Habermas, intellectuals are no longer leading the public debate. The reason could be that the detailed but slow explanations of the intellectuals’ speech cannot counterbalance the power of a good slogan. Pandora’s box has been opened −giving everybody the possibility to say what they think−. So if you want to be listened, no matter how interesting your information may be, you should learn first how to create a slogan out of it. Other way, few people are going to be patient enough to listen to you.
 (Carr 2005)
 César Bernal Bravo and Ángel Barbas Coslado, “Una generación de usuarios de medios digitales”, Chapter 7 of (Aparici (Coord.) 2010), page 126.
 Facebook content creation was answering to “What are you thinking?”;