Why focus on "mass media"? As opposed to just "media"? It seems incentives are the key problem in an age where there are no real gatekeepers to "mass media."

Why focus on "mass media"? As opposed to just "media"? It seems incentives are the key problem in an age where there are no real gatekeepers to "mass media." I'm curious the request isn't more like this: "What can we do to bring up the baseline and make the vast majority of our media better? Incentive systems that reward polarization, misinformation, passivity, and fear, are not improving society. We’re looking for ways to bring the average back up and improve media quality." (original: "What can we do to bring up the baseline and make the vast majority of our mass media better? Media outlets that rely on polarization, misinformation, passivity, and fear, are not improving society. We’re looking for ways to bring the average back up and improve mass media.")