ABSTRACT
This chapter discusses the need to broach the subject of the differentiation of digital audiences and especially of users of social networking sites (SNS) as a consequence of their agency. The relevance of this topic lies in our attempt to distance ourselves from two divergent kinds of reductionism: on one hand, the design of interfaces and affordances of SNS platforms are seen as instrumental guides that lead users to act in a more or less predictable manner, whereas on the other, the users' social position is interpreted as the key factor in the production of their online behaviour. People act as audiences in their everyday life through both traditional media consumption and by producing, commenting, sharing and using media content in their communication activities. In reference to digital and convergent media, Ito describes different 'participation styles' or 'media engagement styles', and both definitions refer to individuals' styles of relationship with digital media.
