The goal of our paper is to analyze the relations between media consumption, social media usage and civic engagement. More specifically, we will focus on a spe- cific italian tv show, "Vieni via con me", in order to examine the relations between broadcast media reception and participatory cultures, questioning to what extent social media can foster people’s sense of cultural belonging. The show has been broadcasted by italian public service television (Rai) in november 2010. Among our research results, we can mention a deeper understanding of cross-platform reception practices; a better insight into the relations between media consumption and civic engagement; an explanation of the emergence of participatory culture practices.
Keywords: Audience, social media, social tv, twitter, civic engagement