Conclusion

Abstract

As with Foucault’s famous quote that “power is everywhere” and “comes from everywhere” (Foucault 1998: 95), I would argue that agency is a similarly prevalent feature, permeating our lives, actions, and societal structures, including how we ‘do media’. However, media agency differs from ‘real life’ agency. Media experiences can induce feelings of omnipotence, framing recipients as agents rather than patients, implying inherent abilities to project immediate and efficacious responses with our media doing – whether through direct moments of agency or via general sentiments of empowerment after watching a movie. As I stated at the beginning of this work, media agency is not a novelty. There are many approaches and sophisticated theories addressing specific aspects of media reception relative, for instance, to cognitive activities, to the productive and generative output of fans, to the empowered audience, or to interactive formats.