Online discussions in the form of readers' comments are a central part of many news sites and social media platforms. In this book, Tamara Kunić explores and interprets the ways in which digital technology has changed culture, media, and society. Kunić analyzes the impact of the Internet and convergence not only on the acquisition of new skills, but also on changes in the production and dissemination of content itself and the need to adapt to new times and the demands of a new audience—the active prosumer. With a comprehensive approach to the issue of participation in the media, Kunić examines the development of news sites and participatory journalism in Croatia from the perspective of editors and from the content of readers' comments. Scholars of journalism, communication, media studies, sociology, politics, and cultural studies will find this book of particular interest.