engleski

THE NEW PARADIGM OF PARTICIPATORY COMMUNICATION AS A RESULT OF PARTICIPATORY CULTURE OF DIGITAL MEDIA

This paper researches the participatory culture in new media and information consumption regarding the phenomenon of social media, content communities (e.g., YouTube), social networking sites and blogs (e.g., Facebook), collaborative projects (e.g., Wikipedia), and virtual game worlds (e.g., World of Warcraft). All these applications have widened the concept of sharing, what has resulted with change of traditional media gatekeeper. The research approach is qualitative and exploratory in nature, as the aim is to develop a theoretical argument based model of information consumption in environment in which the information quality is challenged by many individuals who create and dissiminate information in digital environment. Primary findings are encompassed in the theoretical framework. Media fragmentation has led to fragmented dissemination of information and breakdown of traditional control structures, leading to amateur information dissemination.

media communication, media audience, media content producers, gatekeepers

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