Taking a look at how the internet has altered the way we are accessing media and current affairs.
The increase of online content has totally changed what is indicated by the term mass media. In the past, mass media followed a hierarchical structure, using a top-down media model. Typically, a small group of experts, such as newspaper editors or journalists, who would produce material for big audiences who mainly just consumed it. However, at present, with the aid of the web, the face of media has seen substantial modification, making the consumption and accessibility of media far more open and interactive. With access to popular social media platforms, new media examples are showing that people can produce and share their own material, just as easily as they can consume it. Social media has permitted anyone to add to public discussions, instead of just website the major media companies therefore as a result, mass media is no longer managed by a few huge advocates. Rather, it is spread across millions of user narratives around the world.
In the present day, online platforms have made it substantially much easier for everyone to produce and distribute material. Previously, developing material for a large audience mandated access to a series of crucial resources and funding. Presently, with using mobile phones and typical digital innovations, digital media content examples such as short form videos, blog articles and podcasts can be easily made with simply a few basic devices, as well as reaching a large audience, very quickly. This has opened the door for more diverse voices, especially 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 networking channels, meaning that social media has developed a place for underrepresented communities to share their narratives.
In the digital media landscape, what we see on the internet is mostly decided by algorithms which are formed by our online habits. Each social media platform uses its own automated system to reveal new content and suggest material that will attract the user. The types of media content examples that will be revealed to a user is designed to keep users engaged. The algorithms are designed to keep people stimulated by suggesting and promoting videos that are relevant, trendy or contestable among other users. While this level of personalisation can be helpful, it can confine the areas of media that individuals are subjected to, creating more segmentation and bias amongst users around social concerns. Those who are associated with media production, such as the founder of the fund that has stakes in Sky, for example, would recognise the effect of social media websites in sharing new stories. Likewise, the chairman of the company that owns NBCUniversal would recognise the effects of user created material in the media landscape.