University of Padua
Abstract: The article aims to highlight the central place taken by the cultural dimension of media participation, as well as the ability to develop new perspectives of meaning which become possible by way of a fundamental change, generated by a shift from logics that are typical of broadcast systems, toward grassroots forms that converge with media participation to open up spaces of negotiation and conflict. “Media communication” refers to the co-presence of different technologies used in various contexts and users with differing backgrounds and cultures that are reflected in their use of media technologies. Media communication is now a part, in its own right, of the users’ daily life. It also forms part of a variety of social spaces. The Web 2.0 may be understood as the possibility enjoyed by those who access the web of autonomously generating and publishing various kinds of materials. In contemporary movements and in the forms of political commitment, which are popular online, within network dynamics and propagation properties, collective forms of self-representation of identity are generated through the production of content that is shared. Media communication, Social space, Social networks, individual space, Web 2.0, prosumer, affordance, user-friendly technologies. Examples will be given of social relations, identity on the web, in social networks and others related to technologies of self mediation and to the affordance and limits of social media.
Keywors: Media communication, Social space, Social networks, individual space, Web 2.0, prosumer, affordance, Technologies user friendly.
Rhetoric and Communications Journal, Issue 39, April 2019