create new social networks and strengthen existing ones. all previous mass media in modern history, including the printing press, used a broadcast model (one-to-many) where content is created in a central location by experts (professional writers, editors, directors, actors, and producers) and audiences are concentrated in huge aggregates to consume a standardized product .The telephone would appear to be an exception but it is not a mass communication technology. Instead the telephone is a one-to-one technology. The Internet and e-commerce technologies have the potential to invert this standard media model by giving users the power to create and distribute content on a large scale, and permit users to program their own content consumption. The internet provides a unique, many to many model of mass communication .