s participation becomes easier, the diversity of voices that can be heard also increases. At one time only a few mass media giants controlled most of the information that flowed into the homes of the public, but with the advance of technology even a single person has the ability to spread information around the world. The diversification of media has benefits because in cases where the control of media becomes concentrated it gives those who have control the ability to influence the opinions and information that flows to the public domain.[8] Media concentration provides opportunity for corruption, but as information continues to become accessed from more and more places it becomes increasingly difficult to control the flow of information to the will of an agenda. Participatory Culture is also seen as a more democratic form of communication as it stimulates the audience to take an active part because they can help shape the flow of ideas across media formats.[8] The democratic tendency lent to communication by participatory culture allows new models of production that are not based on a hierarchical standard. In the face of increased participation, the traditional hierarchies will not disappear, but "Community, collaboration, and self-organization" can become the foundation of corporations as powerful alternatives.[9] Although there may be no real hierarchy evident in many collaborative websites, their ability to form large pools of collective intelligence is not compromised.