Where does the greater amount of power reside in the media/audience relationship?

That is, do media do things to people, or do people do things with media? Are there circumstances when the “balance of power”

might shift? That is, are there circumstances when audience members have greater control over their reading than others? Have the new digital media shifted the balance of power, giving individual audience members more power? How much control do you exercise over your meaning making when using digital media like video games and the Web? Do you ever make meaning with your friends using these media’s interactivity?

Why or why not?