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Media Without an Audience
Presence in the mediated environment of digital networks is probably one of the most complex phenomena of the new types of social interaction that have emerged in these environments. In the current phase of radical deployment (or penetration) of the Internet, various attempts are being made to come to terms with the social dynamics of networked communication spaces. It seems that traditional media theory is not able to contextualise these social dynamics, as it remains stuck on a meta-level discourse of media and power structures (Virilio), hyperreality (Baudrillard), or on a retrograde analysis of media structures deeply rooted in the functionality and structural characteristics of broadcast media (McLuhan).
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