magazines, publishing houses, music labels and even many of our favorite websites. Unfortunately, most people don’t even stop to think about who is feeding them the endless hours of news and entertainment that they constantly soak in everyday. Neither do they seem to care about who owns the media. But they should. The truth is that each of us are influenced by the messages that are constantly being pounded into our heads by the mainstream media. In fact, most Americans begin to feel like something is wrong with them if they go too long without watching or listening to something. However, with the coming of new media people who have been long on the receiving end of one-way mass communications are now likely to become producers and transmitters.