Media, another area of Open Culture, includes content-sharing such as Napster, and other P2P networks. It is very recent, mainly having come with the recent development of internet. These networks allow everyone to share their photos, music and videos so that everyone has access to all the media he would like and gives his own production to everyone.
What are the incentives to produce new media if one can't get any money out of it? Some incentives include communicating one's thoughts, beliefs and knowledge. And to be sure that one's work will at least have a reference to the author, one can use licenses like the ones that Creative Commons proposes.
mankind increasingly are going to be captured by media and this is "media imperative"