The Shifts of Public Opinion Formation in light of Digital Communication Ownership

Abstract

This study aims to investigate shifts in public opinion in light of the changes in media ownership. The new techniques have a great impact in formation public opinion and directing societies culturally, intellectually, and economically. Therefore, became one of the most important sources of contemporary knowledge and education, especially these techniques enhanced the personality, subjectivity, and interaction with new cultures and unlimited environments. The study concluded that the shifts of ownership in the light of digital media have reflections on the reality of communication process; it created new cultural patterns and forms of social influence, Due to the ability of individuals to build their own media environments. In addition, a new pattern of public opinion leaders has emerged that does not depend on the political and economic authorities in the media prominence. Moreover, ownership changes provided new patterns in the economic and cultural fields.