Abstract

The chapter establishes the importance of Digital Media to develop and increase Accountability and Social Responsibility within the media. It begins by analyzing the media accountability topic as a whole, and then dives into the issue about how accountability differs in the digital media age. Afterward, the chapter uses as a Case Study research conducted in Brazil to evaluate how media agents feel about the Internet as an accountability provider, and how those new instruments can help expand the transparency that already exists. The chapter concludes by reaffirming the importance of using the new tools brought by the Internet Era as a way of disseminating accountability and clarity about the media system.