The document discusses the rise of citizen journalism and how it has disrupted traditional media models. It outlines how the internet has empowered readers and viewers to take on more active roles as content creators and collaborators. This "democratization of content" has flipped the traditional model where media organizations solely created and distributed content to audiences. Now, consumers can also act as producers by directly publishing their stories, videos, and perspectives through new digital tools. This participatory model has given more diverse voices a platform and made verifying and spreading information in real time a collaborative process.