Digital communication has paved the way for the progress of a vast range of cultural media and varying, more expansive social groups. The development and use of digital technologies has sparked global discussions and debate about the effects of a free-flowing information highway upon social organisation and communication. Both broadcast and digital media have played their part in the organisation and interaction of social groups, although through different channels and methods of engagement. Radio, television and the Internet have all been problematic in the sense of establishing fair and enforceable governance, which is a continuing topic of critical analysis.
Various forms of social media are disseminated via Internet. Video streaming, music sharing, news articles, networking sites, academic publications, pod-casts and business promotions all thrive in this digital environment. However, media is dependent upon both social/political/scientific contribution and social interest, which is perfectly suited to the Internet as a mechanism for the distribution of information. Given the nature of the Internet, that is one of connectivity and dissemination, messages are transferred from real world communities to digital communities, which exist in a more expansive global environment. However, such ease of expansive distribution of information causes problems associated with the ability to freely upload information, regardless of its accuracy or validity.
Manuel Castells describes Internet publics as ‘producer/users’ and ‘consumer/users’ (Castells, 36). The first refers to those who constructive engage in the digital world whereby their constructivism feeds directly back into the system, and is culturally driven. The latter, refers to those whom consume the Internet as recipients but do not actively engage in the development of the system. Even though Castells differentiates between ‘producer/users’ and ‘consumer/users’, it is also notable that those that do not directly interact and progress the development of the Internet, do have an effect on the evolution of the Internet and its uses. The Internet affects social change according to the way members of society actively engage in and use the technology, and through the ease of expressing and disseminating subjective information.
