Source: Evan Shapiro: Media War & Peace
Evan Shapiro's 2020 observation that Big Tech had already seized structural control of media—not as a future threat but as a present condition—reframes how we should think about industry power dynamics. The distinction between prediction and diagnosis matters: he's saying the reorganization already happened, which means the question isn't whether platforms will dominate media but how legacy publishers, advertisers, and creators navigate a landscape where distribution, discovery, and monetization are no longer theirs to control. Media companies have spent the last four years in reactive mode—licensing deals, bundling, algorithm appeasement—rather than building alternatives because they're operating in a world that's already been reorganized without their consent.