The boundaries between media forms are becoming increasingly unclear and are in many cases converging. At the same time, patterns of media consumption are being transformed, and the conditions of media production are changing in fundamental ways. The ongoing revolution within the media world may therefore be analyzed through interdisciplinary approaches. We will discuss some early findings from our EU-funded research program “Integrating media production with the new modes of communication”.The aim of the research program is to study media consumption and interpretation as well as to foresee future developments in the (new) media industries. This means that we are performing research from different angles and perspectives that should increase our understanding about changes occurring in the media landscape (including social media). The research program concentrates on combining the complementary knowledge and competence at universities/research institutes in northernmost Sweden, Finland and Norway. By this short communication we want to initiate dialogue and discussion about how the change of the media landscape affects users as well as the producers and industries of media.