Traditional applications of copyright are becoming unworkable in the contemporary media environment.
As our culture moves from a mass media environment into a participatory system of media consumption, traditional applications of copyright have become unworkable (Regner, 2010 p1). Publishers and broadcasters who once controlled the spaces their product was consumed, now face an online environment where media is increasingly utilised in spaces controlled by the audience (Bowery, 2002 ). Because of this trend, copyright law must evolve to remain relevant and ultimately protect the rights of content creators, media producers and corporate entities whose business model is based on the profitable distribution of media. This essay will argue that traditional copyright law fails to account for the economies of sharing (Lessig, 2004 p56) and the anthropological nature of human desire to use the tools available, to communicate and create, as an expression of their culture (Wikstorm, 2010 p2).