There is an emerging range of self-help guides advising users on how to minimise their interaction with media. The aim is to create a lifestyle and identity that is less media-centred and more grounded in “real life”. This article discusses media self-help in the light of theories of media domestication, highlighting processes where the aim is to reduce the importance of, rather than to incorporate, media and communication technology into users’ lives. Based on a sample of 30 guides from the self-help site Wikihow dealing with how to handle television, games and social media respectively, the article discusses media self-help strategies in relation to key concepts of domestication theory: appropriation, objectification, incorporation and conversion. In conclusion, the article argues that strategies of withdrawal and resistance should receive more attention in media studies, and point to the concept of reverse domestication as one way of highlighting such strategies.
This article presents an empirically based examination of how the Norwegian television industry incorporates audience activity and audience-generated material, and of how audiences respond to the opportunities presented. It explores three main research questions: First, how extensive is audience activity on television? Second, to what degree do different television activities correspond to familiar patterns of social stratification? And third, is there any evidence for the view that digital feedback channels, such as SMS and the Web, provide access to television for new groups of people? To investigate these questions, a case study of the Norwegian media market has been carried out, based on two data sets. The extent of audience activity is examined through a representative audience survey conducted during a period of two weeks in 2004. The second data set is a one-week survey of Norwegian television output on the six Norwegian-language channels in 2005.