Integrating audience and encouraging citizen journalism

 An extremely widespread trend is for traditional media - such as print media, television and radio - to employ social media and the Internet to conect with the audience and integrate its opinions. A debate on TV or radio may incorporate opinions or questions the journalist gets from e-mail or twitter. Here is a video summing up media use of Twitter:

Sometimes the media will go one step further and use reports submitted by the audience often via some online media. For exampe televison news can incorporate videos from Youtube created by citizen journalists, which are also published on a website of the TV network.