ABSTRACT
This introduction presents an overview of key concepts covered in the subsequent chapters of this book. The book makes a case for understanding how popular culture practices, such as dressing up as the Sydney Opera House, make a contribution to its broader social and cultural significance. The socio-visual value of iconic architecture is investigated through the online activities and representations associated with the Sydney Opera House. Participatory media is a means for investigating this because it makes participatory culture public. However, the focus is not on media, but rather on the underlying participatory culture. The culture is the driver of the building's popularity and its representation, whereas participatory media is merely the location where participatory culture takes place. The social and visual contributions on participatory media test the proposition that socio-visual value is made evident in online instances of participatory culture.
