This links into the idea of the consumer becoming the consumer, but outside the digital environment. It seems everyone is at it!
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I like what Carpenter has to say about the lines between the producer and the consumer of digital artefacts becoming blurred. However, the producer does still have the upper hand, at least in some cases. Try getting yourself through this webtrailor without referring to its navigation to help you!
http://www.tate.org.uk/modern/exhibitions/unilevermiroslawbalka/default.shtm