The Demise of Social Media and the Rise of Mass Media from Tom Foremski at Silicon Valley Watcher suggests that mass media is dominating online media output.  Key quote:

"I see a world of mass media where a few large media brands still control most of the media output and thus the conversation around the topics that they choose."

Tom points to several studies showing a small number of media producers - most of which are media companies - dominate social media conversations.  

He also points out few create original content but that many re-tweet, like, or re-post mass media's content. Because of this, he thinks we should replace the term "social media" with "social redistribution of mass media."

The data clearly supports Tom's position.  See our earlier post on Twitter is a Broadcast Medium for an example.

This shift does not surprise us.  Online content, like most industries, is becoming a barbell industry with a relatively small number of large media companies on one end, relatively few mid-sized media companies in the middle, and a very large number of niche media companies at the other end.

If online media continues to follow this industry structure, we would expect 6-10 media companies to control 70+% of online media traffic in the coming years.  

But this does not mean there isn't room for citizen journalists or small businesses that want to tell their stories using social media.  There will still be room for niche media producers.  

Also, while mass media is dominating online conversations, many of these firms are facing massive business model problems - so their long term victory is hardly assured.

So there may yet be a sequel to this - The Return of the Citizens - but the data indicates the Empire will likely remain in control for the foreseeable future.