The Return of the Medium

In the early years of the Twentieth century, media were generally considered tools of communication with an enormous amount of power, but in recent years empirical research has changed public opinion in that regard. In particular, cultural studies research has demonstrated that individuals play an active role in relation to media messages. Now, however, there are signs of a rebirth of the traditional conception of media based on the idea that they are very powerful. The contemporary social context is different because it is dominated by the "personal medium" model. A model that allows for each individual's specific interpretations and which therefore leads the role played by media to be considered weaker. In actual fact, media are experimenting with new ways of maintaining an important role in society. In particular, they are adopting the methods of the Web, directly connecting traditional and new media, screens and messages, individuals and cultures.