User Control and Open Media Creation
In the past, mass media was a one-way street, with material being created by producers and passively consumed by users. But this dynamic has changed with the rise of digital platforms and social media. Consumers now wield a lot of power. They are able to share, comment on, and even produce their own material. More diverse and representative content has been produced as a result of this democracy, but it also comes with problems like the spread of false information. (Kolodzy, 2012) touches on this issue by talking about how, in the digital era, the distinctions between citizen journalism and professional journalism are becoming blurred.
One of the most significant changes brought about by technological developments in mass media as the digital age unfolds is the accessibility of content creation and curation. Audiences are now more than just passive consumers; they are also producers, reviewers, and distributors.
The Game Changer is YouTube
One example of this progression is YouTube. What started off as a website where anyone could upload their own movies has grown into a massive ecosystem where anyone may start a broadcast. Users are now able to share their stories with the world through video blogs, instructional content, DIY instructions, and independent films. This change is altering the way that we see information, entertainment, and news.
TikTok: A Revolution
Platforms like TikTok have sparked a revolution in micro-content that has combined with the growth of YouTube. Here, content is concise, persuasive and disposable. It serves as evidence of how the digital generation's consumption patterns and attention spans have changed. The business strategy of TikTok allows users to remix, produce, and share material while interacting with a large audience online.
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