The document discusses the rise of digital natives and their impact on media consumption and participation. It notes that digital natives are hyper-connected, demand instant access, use digital technology extensively, and enjoy multi-tasking and accessing information. The document contrasts them with digital immigrants who are more reluctant to adopt new technologies. It also discusses how digital natives actively participate in communities and help spread content virally, noting only a small percentage of content actually goes viral. Key themes are identified as opinion leaders, communities, and the unexpected nature of content that spreads. The rise of participation and user-generated content is positioned as representing a new type of media landscape and culture.