[Mittelwaechter]

It's all about control.
Due to the internet our true rulers and their puppets have lost the sole sovereignty over their subjects reality. Those who control the information, the talk of the day and its interpretation, control our perception and therefore our reality, our motivation to think, to act, to consume, to attack etc.

Free, unlimited, uncontroled information and communication leads to the loss of their rulership, because the subjects do realize the difference between the prethought or "proclaimed" reality and their actual live situation. They talk about this discrepancy and realize a multiple interpretation of the once only truth, traditionally provided by the church - replaced by the classic media today. Suddenly it's not the proclaimed reality - our controled common view of the world - that motivates the subjects, but a wide, uncontroled diversity of truth provided by thousands of reporters and commentators via blogs, youtube, facebook, wikileaks, twitter, comments and discussions directly under the online articles of our prethought information, or - in our case - wistleblowers. Hence the rulers and their puppets have to regain control over our motivation or the puppets are at risk to lose their status - to be observed in the arabic world.

So what is their choice of actions to regain and strengthen their control? One well tried, tested and trusted measure is "to divide", to discourage and to prevent solidarity amongst the subjects. Every day we stumble over polarizing information about male vs. female, the elder vs. the youth, left vs. right, sick vs. healthy, west vs. east, natives vs. non-natives, families vs. those without kids, rich vs. poor, fat vs. well shaped, pedestrians vs. drivers, unemployed vs. workers, chistians vs. muslims etc. - just to breed bad blood, to split the society. Divide and rule!

But with the internet they have to go some steps further. It's necessary to know "in due time" all about the intentions of your subjects. You have to collect as much information as possible about their networks, their friends, their online and offline behaviour, their political opinion, about their wishes and fears, about their whole lives. As a result of this collection you can sort them, observe "critical" groups, predict their behaviour and act accordingly to answer any slight "unwanted" deviance.
Additionally you may want to distract and desinform the society, use propaganda and censorship to control the information flow and consequently the motivation of your subjects. Discredit any free source of information that may endanger your intentions, that may uncover your wheelings and dealings.
Keep the people busy and show them their life is nice, fine and "above average". Let them work and make them consume - it's their single purpose.
Teach your own kids in some elite schools how to run the system itself and let the others learn how to work flawlessly within in the system to keep it going.

After work we shall passively watch other people singing, dancing, cooking, eating, talking, working, housekeeping, raising children, fighting criminals sucessfully etc. Strange, eh?
It's a constant group of only "150 people" that has the privilege to explain the world, the situation and the causal relations on TV, providing opinions, arguments and positions we may sympathize with. Why? Because they reflect the view of our true rulers. Instead of thinking and researching about the situation, about the sense of it, about who profits from it, we shall accept the given prethought concepts. The leaders opinion becomes the leading opinion.
Most people don't have an own opinion, based on collected facts and own creative thinking. They simply rethink - often only parrot - the "prethought" provided by those we chose to support.
It's all about control.