The idea of the audience and the media being completely separate from each other, and that one is the sender and one is the receiver is now outdated. In the present day, due to new technologies and the increasing use of the internet, audiences are now able to become the producers as well as consumers of media.
Flew points out; When compared to other media the Internet stands out because it is networked, interactive, enables two way communication, and allows its users to be both producers as well as consumers of content. (Flew, 2004:1).
These new technologies enable people to create their own content to upload and share to the whole world over the internet. One good example of a website that allows this is YouTube. Youtube was created in 2005, it's aim to let people upload video clips including film clips, TV clips, video blogging, music videos (which now have certain copyrights on them) and pretty much any type of video that they have created themselves.
Another thing that makes it a lot easier for people to create their own content is that the equipment is now relatively less expensive than it used to be; you can buy amateur equipment from so many well known retailers for reasonable prices and still be able to make a decent product.
This can be worrying for the big companies of media, as they will not gain as much revenue through their own means of productions, even though they use the top equipment, producers, etc.
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