The debate on audience has continued to be a central focus for many communication scholars, just as those in the business circle are battling with an increase in customers' purchases of their commodities. What makes the media’s challenge regarding audience more critical is the fact that the media sells abstractive products in terms of news, information, advertising, public relations, education, and entertainment, unlike merchandise organizations that sell tangible products that can be negotiated at will by the target customers or consumers. This changing nature of media consumers is due to the fact that the new media, embodied primarily in social media, have given them the interactivity platform that is missing in traditional media. This paper therefore takes a look at issues surrounding media audiences in the 21^st century using conceptual interpretative analysis as its methodology, with the aim of presenting empirical arguments regarding the connectivity of selective influence theory and how it strengthens current audience dynamism in the age of social media. It is, however, concluded that the mainstream media needs to align and adapt to these changing ties that the emergence of new media technology has brought to the fore and recommends that training and retraining journalists, reporters, and media practitioners in alignment with these changing ties is the lasting solution that can have a meaningful impact on media legacies in the 21st century.