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Martin Ericsson, former producer and creative director of The Company P, gives a speech at Power to the Pixel 2009 talking about participation.

”Who has the power over the production of stimuli? In traditional audience culture has the artist producing stimuli. Interactive culture has very small difference, you still have an artist producing massive stimuli the only difference is that audiences choose the order in which they consume. In Participatory culture things change completely. The artist acts as an host, sets up the game space,produces some stimuli, but the real producer, the real artist in participatory culture is the audience it self”