The web’s mass reach makes ordinary consumers into potential broadcasters.

Evidence

Edward McQuarrie, Jessica Miller, and Barbara J. Phillips describe the growth of fashion bloggers through the lens of the megaphone effect, or “the fact that the web makes a mass audience potentially available to ordinary consumers.” — Brooke Erin Duffy, (Not) Getting Paid to Do What You Love, 632

Categorization

• DEFINE: Defines ‘megaphone effect’ as the term these authors coined for web-enabled mass audiences.
• XREF: connects to: Ordinary people’s media visibility is not inherently democratic. — Brooke Erin Duffy, (Not) Getting Paid to Do What You Love:…, 801; Young girls blog and build Web pages more than boys do. — Brooke Erin Duffy, (Not) Getting Paid to Do What You Love:…, 718; Social media’s democratizing tools coincided with an emphasis on authentic self-expression — Brooke Erin Duffy, (Not) Getting Paid to Do What You Love:…, 268 (+4 more)

Broader Connections

• The networked audience differs from broadcast audience by being connected. #expands (0.82) — Alice E. Marwick, Status Update, 550
• The rise of personalized web consumption ended broadcasters’ power to compel attention #complicates (0.78) — Tim Wu, The Attention Merchants, 921
• Web 2.0 culture made audience size an alternate status hierarchy alongside engineering wealth. #expands (0.75)
• The millennium marked a visible migration of mass attention from television to the internet #corroborates (0.75) — Tim Wu, The Attention Merchants, 857