A 2007 media usage survey from the University of Southern California's Annenberg Strategic Public Relations Center called Media Myths and Realities: A Public of One points to  the increasing role of individuals in communications, and the lessening impact of major media on the information they receive. Reflecting the globalization of communication, the 2007 survey was expanded to include consumers in Brazil, Russia, India and China (BRIC).

As consumers have access to more and more media sources and they are connecting with the ones that are personally relevant to them, they are also directly participating in media as they use blogs and social networking sites to share their own views on everything from popular products to politics. The "public of one" theme also underscores a key finding that U.S. consumers have grown more skeptical of all media sources over the past year. With so many choices available to them, consumers are no longer relying on one or two sources as the final word. The multiple sources they turn to undoubtedly reflect their own personal interests and concerns.

That makes it especially important for communicators to understand how individuals from different regions of the world and various demographic groups view media outlets today. Knowing this information ultimately will help communicators reach individuals through the channels that matter most to them.