Who are you, Master, and why do you want to control me?

My sister and brother-in-law have been staying with me in Washington this week, so I've played hookey a few hours during the week to do touristy things with them.  One of them was a visit to the Newseum yesterday, a beautiful tribute to the values of big craft journalism -- which, of course, I try to nourish every day.  However, that particular visit followed a briefing that our management team at NPR got from Andy Carvin concerning social media plans.  I'm trying to nourish this kind of thinking every day also.  So this juxtaposition of media values, which some observers might think are contrasting, were at work when I ran across the foot tall MASTER CONTROL letters on the 3rd floor of the Newseum.  What room in a media company could be more at odds with social media?  --Dennis