Forget the mass media.
Suppose I had a really important and necessary idea on the first of April (Fool's Day!), and on the second of April I told two people.
And on the third of April each of those two people told two people - and so on...
By the end of the month more than a billion people (1,073,741,824) would know.
Who needs the mass media?
If ever there is something important enough, about which people care enough - the whole world can know about it in thirty-three days; without breaking a sweat.