To counter anything, we must come up with concrete facts and figures. First, we

need to know that technology does not modify our personalities. On the contrary,

they give opportunities that make it easier for us to be ourselves and do what we

want or need to do. The availability of these affordances can affect behavior by

lowering the cost of particular activities compared to others. But, on the other

hand, the Internet will not persuade the politically indifferent to vote or the atheist

to worship god.


When addressing the Internet's influence on people's lives, it's important to

remember that the technology is still missing or only a small part of many people's

lives, even in developed countries, where between 10% and 30% of the population

lacks broadband access, many of those who do have access struggle to take the

right steps and only a few produce online content.

The major impact of the Internet on persons on the wrong side of the digital divide

may be limited access to public and commercial services that have moved online.

But, of course, participation is considerably smaller throughout most of the

Developing World. Since we own a production house, our focus will stay on how

the media revolution has influenced our sector.



When the media and the Internet exploded into our lives, a phenomenon is known

as " resource partitioning" came into play with an increase in the number of small

businesses producing specialized products for targeted audiences. These

newcomers are frequently sole proprietorships, giving them a great deal of

freedom. Unlike massive production houses, which must achieve significant profit

margins to survive because they compete for investment with companies from

every industry, private companies need to earn enough to keep their owners

motivated. As a result, podcasters featuring record labels and community media

sources may thrive by producing content that no radio network, music corporation,

or newspaper network can match.

We must raise doubts about the commonly held perception that the Internet has

swept through the creative industries, destroying everything in its way. First, when

we look at statistics on the creative industries in the United States, we can see that

not all of them have experienced significant declines and that some have already


been struggling before the emergence of the Internet. For example, in 2009, the movie

theatre revenues were roughly the same as in 1999, while cable television sales

increased considerably, more than compensating for decreased broadcast television

and home video income. Between 1999 and 2009, book sales decreased somewhat,

although not significantly, compared to the prior decade.

Second, when discussing destruction, it's important to distinguish between the

impact of the Internet on existing businesses oligopolists who controlled the

majority of the film, recorded music, and book markets in 2000—and the impact of

the Internet on the entertainment industries as a whole, which includes all of the

creative workers and distribution channels that bring their work to consumers.

Even while historically dominant production houses and commercial models face

significant difficulties, the creative system as a whole may flourish.