Clearly, the internet changes the game as far as the producer-advertiser-consumer relationship is concerned, as no longer is the distribution of content restricted to those big media conglomerates but opened up to anyone with access to a computer and nominal technical savvy. Clearly, we have become a new type of consumer since we share access to the means of content production and distribution and can therefore reinvent what is produced by big media to serve our need for expression. As this new market system continues to develop, it will be interesting to see how the pre-existing media megaliths like big television networks adapt (or don't adapt) while new players (google, etc.) start to wrestle for megalithic status.
I'm still developing my thoughts about this, but in the meantime, here are some articles and things.
Nicholas Bourriaud - Post Production, Culture as Screenplay: How Art Reprograms the World
Reading and the Web - Texts without Context (New York Times)
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