The Shift: How Technology Rewired Our Cultural Expectations

 



For most of the 20th century, mass media was defined by centralized broadcast systems. Newspapers told us what mattered, TV networks decided which stories were big enough, and culture moved at the pace of printing presses and schedules (1.3 the Evolution of Media | Media and Culture, n.d.). Audiences were largely passive, consuming what was broadcast without much opportunity for feedback or participation (Milholm, 2016). The expectation was simple, media would inform, entertain, persuade, and it would be a one-way channel.  However, technology changed the rules and society changed with it.

The rise of digital technologies disrupted this model. With the internet, audiences gained access to a vast amount of information beyond traditional outlets. Instead of waiting for the evening news, people could access breaking stories instantly (Kumar, 2025).  This immediacy shifted expectations.

Today, society demands speed, transparency, and interactivity from media (Schueneman, 2025). We expect personalization. We expect to participate, not just consume. These expectations didn’t appear overnight. They were the result of decades of technological acceleration that reshaped how we see ourselves, our communities, and our culture.

From Gatekeeper to Global Crowds


Digital Platforms dissolve the old boundaries and blurred the line between producers and consumers. Blogs, podcasts, and YouTube channels allowed individuals to become creators. Anyone with a smartphone now has the ability to publish, broadcast, remix, or challenge the monopoly of traditional media (Staff & Staff, 2025). This shift has created a blending of global and local identities at a scale we’ve never witnessed before. Content production has fostered a participatory culture where audiences expect to consume and engage through comments and contributions. Media is now more of a conversation and less of a lecture.

Scholars note that this transformation has redefined the role of mass media. Alsaleh (2024) notes that technology acts a “catalyst for cultural exchange,” enabling ideas to move across borders instantly. But this same speed also raises concerns about the fear of global platforms flattening local traditions.


The Rise of the Participatory Audience

We no longer accept passive roles. Social media turned audiences into collaborators, critics and creators. Instead of being the sole authority, traditional outlets now coexist with digital platforms that thrive on personalization and interactivity (Lee, n.d.). The expectation has shifted from passive consumption to active engagement, with audiences demanding authenticity and responsiveness.

This sets the stage for the rise of social media, which intensifies these expectations and embedded participatory culture into everyday life.  


References

 1.3 The Evolution of Media | Media and Culture. (n.d.). https://courses.lumenlearning.com/suny-massmedia/chapter/1-3-the-evolution-of-media/

Kumar, P. (2025a, December 10). Fostering Participation: Engaging Communities in Their Media • Journalism University. Journalism & Mass Communication Hub. https://journalism.university/development-journalism-for-social-change/engaging-communities-in-media/#google_vignette

Lee, S. (n.d.-b). The Future of Media: Participatory Culture. https://www.numberanalytics.com/blog/future-of-media-participatory-culture-trends-implications

Milholm, J. (2016, March 22). Introduction: What is Mass Media? Pressbooks. https://pressbooks.ccconline.org/accintrotomedia/front-matter/introduction-what-is-mass-media/

SABC News. (2025, February 24). Competition Commission to release report on impact of digital platforms on traditional media [Video]. YouTube. https://www.youtube.com/watch?v=cETwcM4J4fc

Schueneman, T. (2025, December 28). Ethical challenges in the age of digital journalism and digital marketing. UF CJC Online Master’s. https://onlinemasters.jou.ufl.edu/digital-journalism-digital-marketing-ethical-challenges/

Staff, U. I., & Staff, U. I. (2025, April 15). From Audience to Author: The Rise of User-Generated Content (UGC). US Insider. https://usinsider.com/the-rise-of-user-generated-content-ugc/

 

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