How online media has changed consumer behaviour and audience response over time?

Web 1.0 and 2.0 
As media such as the internet has advanced, we have consumed a lot more with recent developments that are very easily accessible. We may be a lot more influenced by the media because of these advances and our identity, especially youths in the future will be shaped and moulded by the media because of the great abundance of it. 
  
Passive and Active Consumption
We believe that society are consuming a lot more passively than actively these day because media is now everywhere and we consume it without realising. it can shape our behaviour unknowingly. Advertising is very powerful and can effect us in many ways influencing are behaviour in the market and in life.


Globalisation
As international trade borders come down, it means that consumers gain access to a much wider range of media to consume. For example, it is now easy to retrieve media from foreign countries, such as films. This theme can also be related to the Web 2.0 revolution as technological covergence has meant that people interact differently with each other. Consumers may now by a product for the pure fact that they can interact socially with their peers on sites such as Facebook or Twitter.  Also, services such as msn or skype have meant that consumers may buy add on extras in order to speak to relatives over a wide distance, in other countries for example.

Democratisation of the Media
This enables the public to have a access to a wider range of information sources, to produce and distribute their own media in greater numbers, and to have greater autonomy. With the emergence of sites such as YouTube, it is now realtively easy for consumers to broadcast and watch other consumers videos and may set up a YouTube account for the pure fact of being able to watch videos. iTunes is now also available for entrepreneurs to pioneer their own music.