Abstract
Commodification is externalising and, in some ways, unavoidable. Based on existing literature and data, using the case of Yugioh, this paper examines how media mixes work in everyday life. It also discusses how media commodification might be viewed positively given how media mixes are becoming more and more integrated into daily life and how they undoubtedly have a significant impact on kids. Three primary features set these modern media mixes in children's content apart from earlier media ecologies: the fusion of new and old media forms; authoring through remix and personalization; and hypersociality as a genre of social involvement. This essay's main contention is that these trends characterize a new media ecology that is connected to a more active mobilization of young people's imaginations in their daily lives. People should therefore make use of it rather than oppose it.
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