Within this frame, as argued by Schivinski and Dabrowski (2013) new media is a networkable emerging technological process that facilitates web-based access to information at any given time from any geographical location; it also galvanises interactive feedback and creative participation from users. This is good for the generation of new, prompt and unrestricted information in real-time. Some of the popular new or social media technologies like facebook, LinkedIn, twitter and blogs allow users to participate in the sustainability debate. As proposed by Croteau and Hoynnes (2003, p.322) “the emergence of new media technologies signals a potentially radical shift of who is in control of information, experience and resources”. In corroborating this statement, Youngs (2010) articulated the magnitude of information personalisation, which new media affords. It is a kind of technology that puts engagement and sustainable debate in the hands of everybody, since it de-centralises the origin and control of information, part of which is sustainability discourse.