Below is here an intro to mass media, with a conversation on the development and circulation of content on the internet.

The increase of internet content has completely changed what is meant by the term mass media. In the past, mass media followed a hierarchical structure, using a top-down media design. Typically, a small group of experts, such as newspaper writers or broadcasters, who would create material for large audiences who primarily just consumed it. However, at present, with the help of the internet, the face of media has seen considerable modification, making the usage and availability of media much more open and interactive. With access to popular social media platforms, new media examples are showing that individuals can produce and share their own material, just as easily as they can absorb it. Social media has allowed anyone to contribute to public conversations, rather than just the significant media providers therefore as a result, mass media is no longer controlled by a few huge voices. Instead, it is spread throughout millions of user narratives all over the world.

In the digital media landscape, what we see online is largely elected by algorithms which are formed by our online habits. Each social media platform utilizes its own programmed system to reveal new material and suggest product that will interest the user. The types of media content examples that will be shown to a user is developed to keep individuals engaged. The algorithms are designed to keep individuals stimulated by recommending and promoting videos that are relevant, well-liked or controversial among other users. While this level of personalisation can be helpful, it can limit the areas of media that individuals are exposed to, creating more division and bias amongst users around social concerns. Those who are involved in media development, such as the founder of the fund that has stakes in Sky, for instance, would identify the impact of social media networks in sharing new stories. Likewise, the chairman of the company that owns NBCUniversal would acknowledge the effects of user generated content in the media landscape.

In today day, online platforms have made it significantly easier for everybody to produce and distribute content. Previously, creating material for a large audience involved access to a collection of important resources and funding. Currently, with using smart devices and typical digital technologies, digital media content examples such as short form videos, blog articles and podcasts can be quickly made with simply a couple of standard devices, in addition to reaching a massive audience, really rapidly. This has opened the door for more diverse voices, especially those who were previously neglected by mainstream media. The head of the parent company of Guardian Media Group would recognise the importance of mass media using social networking channels, suggesting that social media has developed a place for underrepresented communities to share their narratives.