In the excerpt, “Economics and networked media culture”, the author opens with his results from surveying the development of interactive new media has been influenced by the introduction of commercial interests. Lister introduces the terms viral marketing and brand advocacy as new types of media marketing that have evolved from the transition of traditional media forms into online advertising. Both terms involve using social networks, bloggers and forum moderators to cultivate “engagement”, investment and brand recognition and identity (Lister ,169).

 In this excerpt Lister is concerned with the characteristics of networks and how they have been considered to have an impact, both on the ways in which we live our lives and on the economic organization of society (Lister ,169).

Another key term used to elaborate how media is transforming to online engagements for more of an impact is social investment.  Lister refers to the argument of Williams (1974) when explaining how social investment and community needs’ determine the outcome of technology. Social investment include both state and private capital investment in the development and manufacture of new technologies, for reasons of “social profit and social value” (Lister, 173). An example Lister used to explain how people become socially invested is the accessibility of emails cause consumers to purchase computers.

In all, the author believes internet based media practices are “still in their infancy” but expects the future will continue to evolve advertising outlets and tactics from the traditional media forms.