The emergence of Mass Self-Communication according to Castells

      In this piece, Castells defines politics as a socialized communication that has the capacity to influence people minds. He argues that political actors exercise a great deal of control over the media and although media are not holders of this power, they do constitute the space where power is ultimately decided. He then discusses the emergence of a new type of media which he defines as mass self-communication where people build their own system of mass communication through SMS, blogs, podcasts, etc. He also explains that there has been a growing use of horizontal networks of communication. He also explains mass self communication a being self generated in content, self directed in emission, and self selected in reception by many that communicates with many. Mass self-communication offers extraordinary opportunities for social movements, rebellions, and even political scandals.