YT is the master of both direct and indirect network effects. YT is killing the game right now. Over 1 billion users (that’s close to a third of the world’s internet users). 300 hours of content uploaded every minute. That’s 5 hours uploaded every second. And all over the world, in the 70 countries with local YT sites and others, users are watching over 2,300 hours of video every second. Insane.

While opinions vary regarding the extent and type of influence the mass media wields, all sides agree that mass media is a permanent part of modern culture. Three main sociological perspectives on the role of media exist the limited‐effects theory, the class‐dominant theory, and the culturalist theory.

Mass media is a significant force in modern culture, particularly in America. Sociologists refer to this as a mediated culture where media reflects and creates the culture. Communities and individuals are constantly bombarded with messages from many sources, including TV, billboards, and magazines, to name a few. These messages promote not only products but moods, attitudes, and a sense of what is and are not essential.