Remember old-fashioned TV? It’s totally non-interactive. A program ends without a string of comments from viewers updated in real time. No reblogging. No ironic re-appropriation. The line between one who makes content and one who simply consumes it is crystal clear.
The digital age all but erased that line. Viewers interact creatively with the art and entertainment they consume to the point where we are all DIY artists and curators by default. Just as active participation has become a hallmark of digital consumption, showing off one’s taste has become an essential duty of the content maker. Artists and entertainers build and maintain their audiences by doing the cybersocial chores of “liking” and linking and retweeting that the rest of us use to build our online identities.