Online Media Participation - Benefits and Misinterpretations

The radical development and penetration of information and communication technologies in the online media space has resulted to essential changes in modern society. The most important change is reflected in the evolution of users' practice towards online media participation. Participation in the media space implies independent and interactive practice of users in the media and through the media in reception, interpretation, reinterpretation, modification or production of new media content or building and strengthening social ties. In fact, participatory competencies are becoming essential in the modern life, as they help individuals to effectively use new media and digital technologies in performing everyday functions and participating in a networked, mediatized society. After defining online media participation and explaining different modes and levels of participation, the paper explores common misinterpretations and dilemmas regarding it: questions of privacy, free labor, quasi participation and manipulation of information. Main conclusion is that effects of participation lie in a way of its usage: by users, media corporations, authorities or third parties; and those potential negative aspects could be prevented primarily by understanding the overall processes of media participation and roles and interests of different parties in it.