Nowadays societies are called 'information, because flows of cultural contents form their identities. Cultural anthropologists are looking at the processes which are taking place in the homes of TV viewers, mobile phones and the Internet users. They are particularly interested in the local conditions of receiving media content. It is worth to ask whether local traditions, customs and values are important in confrontation with those promoted by the media. Why is it important? Because they are being used to the various degrees and in characteristic ways by particular social groups, subcultures, the inhabitants of towns, villages, etc. I am particularly interested how Polish rural participants of a global pop culture are using: TV, the Internet, and how important are those media in their everyday lives. I also wonder if the rural viewers are prepared to live in the information culture and what kind of activities they are connecting with the media? I believe that H. Jenkins' idea of "convergence culture" can be good basis for describing processes connected with being participants - producers not only consumers of culture, also in Polish contemporary villages. In this article I will focus on the analysis of the concepts and assumptions of media theories. I refer to the literature looking for the inspiration for new ways of conducting anthropological research concerning the participatory culture. I do references to my previous research but the main intension is to create the theoretical basis for my future field exploration.
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