Below is an introduction to mass media, with a discussion on the creation and circulation of content on the web.
In the digital media landscape, what we see on the internet is mainly determined by algorithms which are formed by our online habits. Each social media channel utilizes its own programmed system to propose new material and suggest product that will appeal to the user. The types of media content here examples that will be shown to a user is created to keep users engaged. The algorithms are created to keep individuals stimulated by recommending and promoting videos that are relevant, popular or contestable among other users. While this level of personalisation can be practical, it can restrain the areas of media that individuals are subjected to, creating more segmentation and prejudice among users around social concerns. Those who are associated with media production, such as 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 recognise the effects of user created content in the media landscape.
The increase of internet content has completely changed what is implied by the term mass media. Before, mass media followed a hierarchical structure, using a top-down media design. Normally, a small group of experts, such as newspaper writers or broadcasters, who would produce content for big audiences who mainly just consumed it. However, today, with the help of the web, the face of media has seen substantial change, making the usage and accessibility of media much more open and interactive. With accessibility to popular social media platforms, new media examples are showing that people can produce and share their own content, just as quickly as they can absorb it. Social media has enabled anyone to contribute to public conversations, instead of just the significant media companies consequently as a result, mass media is no longer controlled by a couple of huge advocates. Instead, it is spread across countless user stories around the globe.
In the present day, online platforms have made it considerably simpler for everybody to develop and distribute content. Formerly, developing content for a large audience necessitated connectivity to a collection of important resources and funding. Presently, with making use of mobile phones and common digital technologies, digital media content examples such as short form videos, blog posts and podcasts can be quickly developed with just a few basic devices, in addition to reaching a massive audience, very rapidly. This has opened the door for more diverse voices, specifically those who were previously ignored by mainstream media. The head of the parent company of Guardian Media Group would recognise the importance of mass media using social networking sites, meaning that social media has developed a place for underrepresented neighborhoods to share their narratives.