Social media has made it easier for media to be democratic. It's simple: sharing a published article, video or a post of some sort with your own opinion attached gives people a way to get involved. Doing this brings in more people. It starts with you, then the people you know, then extends to their circles of people, and so on and so forth.
Not only are people sharing things of their own interest, they are being asked to be a part of certain conversations, opinions, or contests. Most of these things get shared on personal pages so people see what we are up to, which creates much more interest. Increased awareness of the world around us is simply because of social media.
People are finding the things that relate to them and sticking to it. Social media has allowed us to filter out what doesn’t interest us and focus on the things that make us relate. Television is being watched less and less; in fact, social media is starting to bring people to their television these days. Here is a link to an article that speaks a bit more on the matter. http://www.marketingcharts.com/online/social-medias-impact-on-tv-on-the-rise-44598/