Framing Questions: Week 1

What theories in interactive media are the most controversial and/or the most discussed in the media?

Although interactive media is relatively new, there have still been many changes regarding mass audiences since it came out, such as technological updates, user content, advertising schemes etc. How have the theories in interactive media adjusted to these changes?

Lastly, how can understanding theories applied to mass audiences help me as a professional? And because interactive media is changing so rapidly, how do I, as an individual, keep up with the changing theories that go along with it?