Abstract
Many binaries are explored in this book. First is the idea of the insider/outsider dichotomy representing those with access to the resources of mass media conglomerates, versus those struggling to find audiences and finance their operations. Second is the divergent approaches and goals taken by news versus entertainment programming that strive to appropriate interactivity to different ends. Finally, this book describes how the systems depicted herein exert control over spaces of audience interaction, and what happens when they relinquish some of that control. Publics are frequently devised and directed by the Japanese mass media, but something else forms when mass media provides space for audiences to form communities and negotiate their own identity.