ABSTRACT
Mainstream media studies were only interested in mass media: with mass-produced, publicly disseminated and available content. Although media studies typically traces its origins to the development of printing, one might find examples of the broadcast model in use before modern mass communications. The digital transformation of the media ecology has led to a concomitant transformation of the economic ecology. Media studies has developed a similar valorisation of individual behaviour and responses. In a heliocentric media verse ruled by the central sun of the broadcast industries around which we all orbited as receivers of its light, this is our anti-Copernican revolution. Whereas broadcast media required only reception, me-dia require a more active response. Digital me-dia require continual management, taking up time and attention. Social networking, has risen from nothing to become a significant media force.
