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For most media audiences, their sense of self, and the social and cultural context in which they live, is dependent on their use of various media technologies. Deuze (2007) reiterates this, stating that “media should not be seen as somehow located outside of lived experience, but rather should be seen as intrinsically part of it. Our life is lived in, rather than with, media – we are living a media life”. The Bell (2006) reading puts this theory into the context of mobile phones, claiming that they are more than just technologies; they are sites of cultural production.
This acceptance of the ‘media life’ opens debate around the issue that our lived reality can not be experienced separate from, or outside of media (Deuze 2011). However this is not a new panic, in 2005 Kimmel predicted that “the future of television will be an environment in which the lines between entertainment and promotion have not just been blurred, but have been almost completely removed”. While television isn’t the only environment effected, he was right in the sense that audiences participation is at its peak in the online world; user generated content, fan fiction and citizen journalism run deep through the veins of mainstream media.
Camille’s attitude towards new media aligns with my own, she believes that new technologies are blurring the boundaries between the producer and the consumer, where the content is produced by the ‘players’ themselves.
Bell, G. (2006) The Age of the Thumb: a Cultural Reading of Mobile Technologies from Asia. Knowledge, Technology, & Policy, 19 (2), 41-57.
Deuze, M. (2011). Media Life. Media, Culture & Society, 33(1), 137-148.
Deuze, M. (2009). The people formerly known as the Employers. Journalism, 10(3), 315- 318.
Kimmel, A. (2005). Marketing communication: new approaches, technologies, and styles. Oxford, NY: Oxford University Press.
