Battles for public attention in digital media

Abstract

From the emergence of the printing press to the dominance of online games, the technology of communication has shaped what we communicate and how we communicate. This chapter explores the evolution of communication including the printing press, motion picture, television, and the internet. It explores how each new medium influenced society and informed the social structures of society. For example, although online communities promote user participation, they operate with only a small active core, which has given rise to the influencer economy. As the public seeks alternatives to corporate-controlled social media platforms, the potential of Web3 to democratize the online environment is far from certain.