Media democracy focuses on the empowerment of individual citizens and promotion democratic ideals through the spread of information. Additionally, the media system itself should be democratic in its own construction shying away from private ownership or intense regulation. Media democracy entails that media should be used to promote democracy as well as the conviction that media should be democratic itself; media ownership concentration is not democratic and cannot serve to promote democracy and therefore must be examined critically. The concept, and a social movement promoting it, have grown as a response to the increased corporate domination of mass media and the perceived shrinking of the marketplace of ideas.