Summary:

The User Vs. Viewer: “The entertainment industry must acknowledge that it is marketing its products to an empowered body of citizens who con…

The User Vs. Viewer: “The entertainment industry must acknowledge that it is marketing its products to an empowered body of citizens who consider themselves users, not viewers. Viewers remain passive, receiving content broadcast to them via TV, film or radio. Their most pointed decision is whether to take butter with their popcorn.” Enough said.

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