It seems to me that the answer to this question can be sought through the study of behavioral, social and informational activities of users of social media portals.
Users of social media portals provide specific information for their friends or publicly on the websites of specific social media portals and in the comments posted on other websites.
In this way, social communication develops, which significantly complements and displaces the classic mass media information.
On the other hand, social media portals written by users are a valuable source of information for marketing companies, which analyze and analyze analytical reports commissioned by other companies interested in the opinions of Internet users relating, for example, to the recognition of a brand, product, mission of a specific company.
In view of the above, the current question is: The development of social communication on the Internet?
Please, answer, comments. I invite you to the discussion.