End of audience theory

 in the 'old' media, centralised producers addressed atomised consumers, in the 'new' media, every consumer is now a producer.

traditional media producers would 'filter then publish'; as many 'new' media producers are not employees, they 'publish then filter'. 

these amateur producers have a different motivations to those of professionals- they value autonomy, competence, membership and generosity. User- generated content creates emotional connection between people who care about something