Never have we had so much power. No longer are the days where the media elite, the gatekeepers, have full and total control of what is disseminated to the masses. Few spoke very loudly, while the rest listened, isolated from each other. But no more.
Media was very much a one way street. You read the paper with articles selected for you to read, and you watched the television with programs selected for you to watch. If you wanted to share an opinion on a matter you needed to own a printing press, or control the airwaves. There was no back and forth; no discussion, our media was monologic.
But then came along the saviour for every troll and social justice warrior alike. The internet, arguably the greatest thing since sliced bread. We were no longer just an audience; consuming turned into prosuming. This dialogic means of communication meant that the individuals could actively participate in discussions about information about content. There were ‘comment’ boxes, ‘like’ buttons, ‘upvote’ widgets. ‘The people formally known as the audience’, as Rosen put it, now have many a medium for their messages.
We are still very happy with consuming big media, but it is no longer on their watch. It is now up to us, the public, when, where, how and why we engage in their goods.