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Explore how social media, streaming, algorithms and user-generated content are reshaping the media landscape.
User-generated content is media made and shared by ordinary members of the public, rather than professional producers or large companies. This has transformed media industries, as audiences can now become producers themselves, uploading videos, posts and images that can reach large audiences without needing traditional broadcasting resources.
Streaming platforms deliver video or audio content over the internet, allowing audiences to watch or listen on demand rather than at a scheduled broadcast time. This has changed audience habits, giving them far greater control over what, when and how they consume media, and has challenged traditional broadcasting and funding models.
An algorithm is a computer program that decides what content to show a user based on their previous behaviour, such as what they have watched, liked or searched for. Platforms use algorithms to keep users engaged for longer, which increases advertising revenue. However, algorithms can also create 'filter bubbles', where users are repeatedly shown similar content and viewpoints, limiting their exposure to diverse perspectives.
Digital marketing promotes products and services specifically through online channels, such as social media adverts, sponsored posts and search engine promotion. Influencers are individuals who have built a large online following and are paid by brands to promote products, often blurring the line between personal content and advertising.
Online platforms are often funded through advertising revenue, subscriptions, or a 'freemium' model where basic access is free but extra features cost money. Regulating online content is challenging because of the sheer volume of user-generated content uploaded every day, meaning platforms and regulators must find ways to moderate content quickly and consistently.