Over a 20-plus year period, I made a very nice living programming media.
I was the one guy who programmed many media outlets for thousands to listen or watch. The entire communications process was one-way. I set up rules, parameters and content in software programs which then scheduled the content to be broadcast through the media distribution systems.
New media and social media has changed this completely. The process is no longer one-way.
Now, through YouTube, Facebook, Blogs, Twitter, etc, the programming of content can be executed by each manager of this media. Which, by the way, is you.
The content and conversation is no longer one way (i.e. mass media) but now it can be viral or a continual loop of participation.
Yes, YOU are now media.