Growing interactivity has also broken down the traditional one-way flow of news and information from the media to consumers. For example, recent years have witnessed the dramatic expansion of online commentary and web blogs uploaded by thousands of independent journalists, civil society activists and ordinary citizens. Census data and household and individual-level surveys monitoring citizen access and use can be used to provide more comprehensive mapping of the media audience. At the same time, the attention to traditional media remains warranted for the reason that this sector remains the primary source of public news and content produced under professional journalistic standards and ethics, even when this content is amplified through, and curated on, many other platforms.