A. Bruns postulates that networked communication of the social web, and the resulting self-organised and collaborative production of media content, can be regarded as the beginning of political practices because they open up a mass media compatible and hierarchically structured political sphere. Digital communication media and technologies in their effective power are no longer‚ anywhere out there’, but right, among us’ because audiences are appropriating them into their everyday life quicker and more expansively than ever before. All conceptual dimensions of participation are similar in that they cannot be understood without media in societies. M. Castells discusses basic power shifts from a sociological point of view, and the state and established institutions have had privileged access to media and, hence, a noticeable advantage. The chapter also provides an overview of the key concepts discussed in this book.