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In 2006, Jay Rosen, the media scholar, published his influential article “The People Formerly Known as the Audience.” His medium was as important as his message. Although the essay would later appear in media-studies textbooks, it was first published on his blog, a form invented in the late 1990s that seemed, in Rosen’s words, to give everyone their own printing press. Armed with such technologies, he said, the public would no longer simply consume journalism as passive spectators. They now owned the means of media production. A beautiful democracy and a newly accountable press were sure to flourish.
As Rosen knows as well as anyone, the world did not quite pan out that way. What was initially understood to be a technology of liberation became, increasingly, a mechanism of control: a means of surveilling the public, selling ads, and generating enormous profits for a small number of companies. Journalism and democracy both entered periods of sustained crisis from which they have yet to recover. The internet has even begun to abandon participation as part of its core ethos. As a recent analysis by the Financial Times shows, “social media has become less social”: partly because of these platforms’ algorithms, people are interacting with one another less and returning to the passive media consumption that the internet was supposed to disrupt. In this context, it seems that the people formerly known as the audience are… once again the audience.
In this episode of Journalism 2050, Rosen joins Emily Bell and Heather Chaplin to discuss where it all went wrong and what journalists can do to fight back. Were the assumptions that the internet would help democracy and journalism simply naive? What did commentators fail to see at the time? What should we make of the return to blogging culture via platforms like Substack and Medium?
Further Reading:
- “The People Formerly Known as the Audience,” Jay Rosen, Press Think, June 2006
- “Have we passed peak social media?” John Burn-Murdoch, Financial Times, October 2025
- “Winter is coming: prospects for the American press under Trump,” Jay Rosen, Press Think, December 2016
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