Having a look at how the internet has changed the way we are getting access to media and existing affairs.

The rise of internet content has completely changed what is indicated by the term mass media. In the past, mass media adhered to a hierarchical design, using a top-down media design. Normally, a small group of professionals, such as newspaper writers or journalists, who would develop material for large audiences who mostly just consumed it. Nevertheless, these days, with the help of the web, the face of media has seen substantial modification, making the consumption and availability of media far more accessible and interactive. With accessibility to popular social media platforms, new media examples are revealing that individuals can produce and share their own content, just as easily as they can consume it. Social media has permitted anyone to contribute to public conversations, instead of just the major media companies therefore as a result, mass media is no longer controlled by a few big advocates. Rather, it is spread out across millions of user narratives worldwide.

In the online media landscape, what we see online is mainly chosen by algorithms which are formed by our online behaviours. Each social media platform uses its own automated system to put forward new material and advise product that will attract the user. The types of media content examples that will be revealed to a user is developed to keep users engaged. The algorithms are developed to keep people stimulated by recommending and promoting videos that are relevant, trendy or controversial among other users. While this level of personalisation can be practical, it can confine the areas of media that individuals are subjected to, producing more segmentation and bias among users around social issues. Those who are associated with media development, like the founder of the fund that has stakes in Sky, for instance, would identify the impact of social media channels in sharing new narratives. Similarly, the chairman of the company that owns NBCUniversal would acknowledge the effects of user created material in the media landscape.

In today day, online platforms have made it significantly easier for everybody to produce and distribute content. Formerly, producing material for a wide audience mandated access to a series of important resources and funding. Presently, with making use of smart devices and typical digital technologies, digital media content examples for instance, short form videos, blog posts and podcasts can be easily created with just a couple of standard devices, in addition more info to reaching a massive audience, really quickly. This has opened the door for more diverse voices, particularly those who were formerly overlooked by mainstream media. The head of the parent company of Guardian Media Group would recognise the importance of mass media using social media channels, suggesting that social media has produced a space for underrepresented communities to share their stories.