The document discusses the rise of citizen journalism and how it is challenging traditional media models. It outlines how the internet has empowered readers and viewers to participate in content creation and distribution. The old top-down model of journalists creating and controlling the dissemination of content has been replaced by a more collaborative model where consumers can participate and share information directly. This "democratization of content" has given rise to participatory and niche journalism where individuals can cover issues themselves. Several examples are provided of how bloggers and citizen journalists have broken major stories.