Recent developments in new media have led to the rise of what has become known as ‘social media’. The shift towards mass self-communication has lowered the technological thresholds for everyday users to connect and to become ‘produsers’ in media life. However, the question is to what extent users interacting in this ecosystem are empowered – and not disempowered – to express their creativity and concerns and to obtain a prominent role in new media design and innovation.