What is occurring in practice worldwide, under the aegis of postmodern capitalism, is the increasing colonization of the times and spaces of people's everyday lives for the purposes of media audiencehood. But this process shouldn't be mistaken, in theory, as encompassing our “whole way of life,” not even in the postmodern world. Unless we succumb to the fallacy of conceiving modernity as a one-dimensional, totalized reality, then, we must remain sensitive to those spatio-temporal instances when/where the social exceeds the topography of consumption, where/when people enter into modes of interaction (still) not appropriated by, or which cannot be properly understood from the perspective of, their subject position(ing)s as media audiences.
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