Final answer:
The diffusion of internet and social media has transformed traditional media consumption by introducing interactive and user-driven platforms, which have become integral for instant communication, political campaigning, and information dissemination, challenging the traditional broadcast model of television.
Step-by-step explanation:
The diffusion of the internet and social media as compared to television has significantly altered the landscape of media consumption and interaction. The internet and social media have transformed media from a typically unidirectional flow to an interactive and user-driven environment. Unlike television, which traditionally offered limited viewer interaction, platforms allow users to engage with content, share opinions, and influence media narratives in real-time. The proliferation of mobile technology and bandwidth improvements have also enabled media to be streamed on various devices, challenging traditional television's dominance.
Moreover, the involvement of social media in politics and government highlights the changing dynamics of information dissemination. Social media offers cost-effective and targeted campaigning strategies, reaching an audience that is generally younger, more educated, and technologically adept. While the availability of cable and internet has increased media options for consumers, it has also led to information saturation and a questioning of traditional news sources.
Global media access has been argued to benefit content-creating nations, spreading consumerism and sometimes controversial values. Despite the internet's origin as a democratic platform, it has evolved into a commercialized space. The various functionalities of platforms in some cases have resulted in a spectrum of communication, from topic-focused discussions to visual social interactivity. Exponential information sharing through these platforms can have profound societal and political impacts, as seen in events such as the Arab Spring and the spread of conspiracy theories.