PRODUSERS NOW ? Convergence and media audience practices
2011
https://doi.org/10.1080/09502386.2011.600532Abstract
This article offers a critical analysis of the relevance of convergence culture to the field of media audience study, opening up new ways to see audiences as active cultural producers. At the same time, I argue that the enthusiastic embrace of Web 2.0 practices as the new model of audience activity may hinder a full understanding not only of the importance of non-web-based audience practices, especially in non-Western countries, but also of the continuing power of media industries.
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