Recent advancements in technology have contributed greatly to the rapidly developing New Media environment. In a post on his blog in 2006, Jay Rosen discussed how this influences the media’s relationship with ‘the people formerly known as the audience’.

For a number of years now, some in the media have been claiming that these new technologies which provide the masses with a new platform on which to express their opinions and beliefs will see the end of mass media production, as the people will take the power from media co-operations. Rosen argues against this position, instead suggesting that people are still willing to consume mass produced media, only now the public has a greater say in what kind of media they want to consume.

The major change technology has brought to the media landscape is opportunity for new conversations. Previously, the conversation was fairly one sided. The media companies produced content which audiences consumed. They may not have agreed entirely with the messages in content, but they were unable to converse directly with those producing the content, instead left to interpret and discuss the messages amongst themselves. Now media companies are able to see and potentially join these conversation through social media.

Instead of opposing these advancements in technology out of fear that power will be taken away from them, media-makers should be excited by new media. The ability to engage with consumers is easier than ever before and will assist in producing better content that appeals to larger audiences.