Advancement in technology is giving people all over the world access to an interface which allows us to interact and socialize in new ways. Sites such as Facebook and Twitter have millions of users and most are online almost everyday. Since the online community is vast, one can spend more time online since it enables one to feel more accomplished.

I agree with Rosen with the fact that control is shifting towards the audience; even to an extent where many are actually taking advantage of the system and making an earning from it. for example, Youtube stars make money from the views that they get because of the visibility for the ads that are embedded within them. Granted, Youtube gets most of the ad profit, but the idea is that any normal person who wanted to make a video can make money.
Another example is with various blog sites such as WordPress, Tumblr, and Blogger. People can create their own news sources that usually target specific niches. Some that talk about specific types of sports, and some about a certain kind of hairstyle, the possibilities are endless. My point is that there are viewers for these and almost all are contributors at the same time. Anyone who chooses can also have control of their own production. However, depending of the goal of the creator, it can be targeted towards either a small or large audience.
___
Side note: Many mass media companies are incorporating these new tools to their benefit. An example is using Twitter hash tags to connect with news and actually showing a live feed of the tweets on TV so that the experience is more participatory.