This project focuses impact of new, personal and digital media on the way in which we can understand audience formations, lifestyles and segmentation, and the changing generational experiences connected to a rapidly changing media landscape. The project combines three component studies: Göran Bolin studies the relation between mobile technology and gendered generational experiences. Anna Maria Jönsson analyses the ways in which audiences orient through the vast media landscape, and which lifestyle components interrelate with media use. Peter Jakobsson analyses the music business, file-sharing and participatory culture.