Taking a look at how the internet has altered the way we are accessing media and existing affairs.

In the online media landscape, what we see on the internet is mostly chosen by algorithms which are formed by our online habits. Each social media channel utilizes its own automated system to propose new content and advise material that will attract the user. The types of media content examples that will be revealed to a user is designed to keep individuals engaged. The algorithms are developed to keep website people stimulated by suggesting and boosting videos that are relevant, trendy or contestable among other users. While this level of personalisation can be practical, it can restrain the areas of media that people are exposed to, creating more division and predisposition among users around social problems. Those who are involved in media creation, like the founder of the fund that has stakes in Sky, for instance, would acknowledge the impact of social media networks in sharing new narratives. Likewise, the chairman of the company that owns NBCUniversal would acknowledge the impacts of user produced content in the media landscape.

In the present day, online platforms have made it considerably easier for everyone to create and distribute content. Previously, developing content for a wide audience called for connectivity to a series of crucial resources and funding. Currently, with the use of smartphones and typical digital technologies, digital media content examples for instance, short form videos, website articles and podcasts can be quickly developed with simply a few basic devices, as well as reaching a massive audience, extremely rapidly. This has opened the door for more diverse voices, particularly 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 channels, implying that social media has produced a place for underrepresented neighborhoods to share their narratives.

The rise of online content has entirely changed what is implied by the term mass media. Before, mass media followed a hierarchical design, using a top-down media model. Generally, a small group of professionals, such as newspaper publishers or broadcasters, who would create content for big audiences who mostly just consumed it. However, these days, with the aid of the web, the face of media has seen significant change, making the consumption and accessibility of media far more open and interactive. With accessibility to popular social media platforms, new media examples are revealing that people can create and share their own content, just as quickly as they can absorb it. Social media has allowed anyone to contribute to public conversations, rather than simply the major media providers therefore as a result, mass media is no longer managed by a few huge advocates. Instead, it is spread out across countless user narratives all over the world.