This, the authors argue that it contrasts the traditional media production where the roles of the producers and the audiences were separated. In this new perspective, the audience becomes the producers as well as the consumers of the media productions. This creates content through voluntary and temporary affiliations by users who have common intellectual enterprises and personal interests (Vainikka & Herkman, 2013). The study south to get information about how the participants who represented the larger group of the same age group in the same geographical location, used the new forms of media such as the internet to become producers of this kind of content. Many ways to collect the data were used. These included asking both open ended and closed question, interviews and analysis of qualitative data such as media diaries focused group interviews and focused individual interviews.
The nature of the internet itself and the other platforms supported by the internet (such as social media) makes it possible for everyone and anyone to be a producer of content and this blurs the lines separating the producers from the audience (Vainikka & Herkman, 2013). This leads to a collective intelligence where information and ideas are developed and used collectively. Instead of immersive reading in such online platforms, the readers use discussions and idea pooling, albeit in an informal fashion. However, this theoretical understanding of what participatory production of content (collective intelligence) is, is not always achieved because there are other factors that determine how an individual user of the modern digital media can manage to be a producer of information. For instance, while the modern medial itself support the environment conducive for collective intelligence, the individual users may have to have special skills, support from the particular