"You don't have to buy from anyone. You don't have to work at any particular job. You don't have to participate in any given relationship. You can choose."

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If old consumers were assumed to be passive, then new consumers are active. If old consumers were predictable and stayed where you told them, then new consumers are migratory, showing a declining loyalty to networks or media. If old consumers were isolated individuals, then new consumers are more socially connected. If the work of media consumers was once silent and invisible, then new consumers are now noisy and public.

— Henry Jenkins