For "Pareto's Law" (Lin & Webster)

Traditional media and the Internet are intended to reach a large audience. The technologies through which this communication takes place varies. Broadcast media such as radio, recorded music, film and television transmit their information electronically. Print media use a physical object such as a newspaper, book, pamphlet or comics, to distribute their information. Outdoor media is a form of mass media that comprises billboards, signs or placards placed inside and outside of commercial buildings, sports stadiums, shops and buses. Other outdoor media include flying billboards (signs in tow of airplanes), blimps, and skywriting. Public speaking and event organising can also be considered as forms of mass media. The digital media comprises both Internet and mobile mass communication. Internet media provides many mass media services, such as email, websites, blogs, and internet based radio and television. Many other mass media outlets have a presence on the web, by such things as having TV ads that link to a website, or distributing a QR Code in print or outdoor media to direct a mobile user to a website. In this way, they can utilise the easy accessibility that the Internet has, and the outreach that Internet affords, as information can easily be broadcast to many different regions of the world simultaneously and cost-efficiently.

Pareto's Law states that, for many events, roughly 80% of the effects come from 20% of the causes. In traditional media, this outlines the minority of media producers that serve a majority of consumers. The Internet differs from traditional media as it offers much more in terms of who produces information the what kinda of audiences are present. The Internet promotes a many-to-many communication and one-to-one communication.

Many-to-many communication gives access to on-line forums and blogs, as well as group communication functionality such as Skype conferencing. One-to-one communication is instant messaging and messaging.