Devotees of iMedia run the gamut from the 89-year-old New York grandmother, known as Bubby, who has taken up blogging to share her worldly advice, to 11-year-old Dylan Verdi of Texas, who has started broadcasting her own homemade TV show or vlog, for video web log. In between are countless iMedia enthusiasts like Rogier van Bakel, 44, of Maine, who blogs at night, reads a Web- customized news page in the morning, travels with his fully loaded iPod and comes home to watch whatever the DVR has chosen for him.
If the old media model was broadcasting, this new phenomenon might be called ego-casting, says Christine Rosen, a fellow with the Ethics and Public Policy Center. The term fits, she says, because the trend is all about me-me-media - the idea is to get exactly what you want, when and where you want it.
Rosen and others trace the beginnings of the iMedia revolution to the invention of the TV remote, which marked the first subtle shift of media control away from broadcasters and into the hands of the average couch potato. It enabled viewers to vote with their thumbs-making it easier to abandon dull programs and avoid commercials. With the proliferation of cable TV channels in the late 1980s followed by the mid-1990s arrival of the Internet, controlling media input wasnt just a luxury. Control has become a necessity, says Bill Rose, Without it, theres no way to sort through all the options that are becoming available.
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