The New Media Landscape: Influencers vs. Traditional Platforms

This chapter examines the changing dynamics between traditional media and social media creators, focusing on the benefits of content ownership for influencers. It discusses the strategic decision-making involved in negotiating deals with networks while retaining rights to existing work. The conversation highlights the rising importance of micro-influencers, audience engagement, and the growing trend of creators producing their own content in a rapidly evolving digital marketplace.