How did the Internet change mass communication from one-way communication to interactive communication?

The rise of the Internet fundamentally transformed mass communication by shifting it from a one-way, top-down model—where professional producers broadcasted to passive audiences—to an interactive, two-way environment.12

In the 20th century, traditional media like radio and television relied on an asymmetrical relationship between the broadcaster and the audience. The Internet disrupted this by enabling users to become creators, publishers, and distributors of content. This shift is characterized by several key developments:312

• From Consumer to Participant: Users have evolved into "produsers," individuals who both consume and create online content. Through social media and Web 2.0 platforms, audiences can now package and disseminate information, effectively challenging the traditional monopoly held by professional journalists.34
• Interactive Engagement: Unlike traditional broadcast media, the Internet allows for immediate feedback and collaboration. Users can comment on news, share perspectives, and coordinate activities on a global scale, turning media into a deliberative platform for discussion.45
• Democratization of Content: The tools for creation have become more accessible, blurring the lines between amateurs and experts. While this liberation allows for diverse voices to be heard without traditional gatekeeping, it also presents ethical challenges regarding the verification and quality of information.34

Ultimately, this convergence has empowered audiences to set the agenda for news media, fundamentally reshaping the economics and structure of communication.14