In the past, dominant media broadcast or narrow-cast to a select target audience. There was little in the way of direct & immediate response from that audience. They could turn on & off the particular media or set it aside. Now the audience can interact and respond to those who are sending out their message. It becomes a conversation. Furthermore, it becomes possible for this personal communication to be monitored by third parties. To survive we must make a screen adjustment and keep an eye on our media consumption and production.