Naughton shows that, even if you are not interested in media audiences / users / participants (or whatever you want to call them), the changing nature of engagement with media – where more and more people can and do make their own – forces the whole system to adapt. So some changes on the audience/user side of things (people making their own stuff as well as consuming material made by traditional media companies, and other individuals) leads to a change in the whole ‘ecosystem’.
http://reutersinstitute.politics.ox.ac.uk/fileadmin/documents/discussion/blogging.pdf