Background

The data transmission network, involves a powerful dynamism, which has an influence on the experience of the medium or context itself. This dynamism is directly related to the notion of reality, which becomes more flexible, mutable, virtualisable. The Situationists spoke of the "Society of the Spectacle" as a society of appearances, dominated and manipulated by the powers that be. Hence, this "Society of the Spectacle" to a certain extent is able to outwit these powers, and transform itself into a society that can destabilise, diminish the importance of, infringe upon and overcome the limits of existing notions of reality and truth. (Giannetti) This can be achieve through new production/consumption tactics.

Within the circumstances of today’s media networks it is impossible to not produce. The classical dichotomy of production and consumption has been melted down by the circuits of communication and given birth to what marketing calls the prosumer. Consuming power and being consumed by it, the power user reproduces the force fields of the network, as well as being effected and formed by them. (Schultz) In other words, the apparatus will be the better the more consumers it brings in contact with the production process - in short, the more readers or spectators it turns into collaborators. (Benjamin)

As a gardener of her own media archive, the power user begins with the cultivation of a private archaeology of knowledge. It is here, in the enclosure of electronic loneliness, where the mediation with technical changes takes place at first, and only from this point on, the power user is paradoxically able to re-enter the gift economy of the public domain again. (Schultz) But the fact is that a communications revolution does not depend exclusively on technology, but also and above all, on interpersonal communication; that is, it does not depend exclusively on the mass and flow of information available for circulation, but rather on a broad-based unrestricted access to these media and their use as a genuine means of communication, and not simply as one more carrier in the Information Age. It is about the creation of new models, and not about trying continually to adapt and adjust past ones, as postmodern rhetoric has tried and continues to try to do. (Giannetti) What about producing while skipping pragmatism through a series of consuming actions?