This chapter focuses on the increasing importance of digital media as a key site of cultural and political struggle. The digital media culture that emerged in the wake of the media revolution of the late twentieth century has given rise to a new order of individualisation, sharing, customisation, fashion styles, behaviours and opportunities that were arguably not possible with the so-called ‘traditional’ ‘top-down’ media of the past. Smartphones, text messaging, vlogging and blogging, social networking sites and apps like Facebook, Twitter/X, Instagram, TikTok, SnapChat, WhatsApp and YouTube (to name but a few) have all irrevocably transformed the entertainment industries, social life, and indeed how culture is mediated on an everyday level. As is outlined here using such examples, cultural studies scholars have interpreted the impact of such media in two main ways: namely, as emancipatory ‘any-to-many’ mediums with the potential to hold to account and fundamentally challenge the power of the culture industry, or conversely as more penetrative forms of social control and surveillance of the population where ‘prosumer lifestyles’ are encouraged as sources of free ‘playbour’, extending the requirements of capital more successfully into people’s leisure time.