From Networked Sociability to Net-worker CommodityThe New Frontier of Audiences Exploitation

Media convergence impacted the way people use media. The ―new audience‖ is composed by individuals who surfs information flows through nets of social relations, ―jumping‖ from TV to PC, from iphone to ipod, in autonomous processes of productive interaction. The users are more likely and highly engaged to valorize their consumptions choices and they autonomously work as viral agents. Media companies worldwide do many efforts to build and up-keep the interaction with their users, but also to build, up-keep and reflect the social relations set among them. It‘s a manner to refine the strategies of specification and fractionation of the audience. By use of Social Networking (or/and ―Social Networking logics use‖) they do a preliminary selection of people‘s segments which work with viral efficiency and efficacy and gain the tighter demographic definitions that advertisers covet.