This weeks readings focuses on the incorporation of social media into everyday life and media itself, incorporated by institutions to to create greater inter-connectivity between platforms and broaden the reach between a product or text. With the integration of advertising and endorsement of media within social media, the way we access and consume modern media has substantially changed; opting to use social media as the main source of customer interaction and preference for advertisement in a bid to expand their viewing demographic, many broadcasting services have either flourished or greatly diminished in power of the last few years. Partially due to their acceptance of change, their reluctance or even their inability due to legal constraints in blurring the line between social and public commercialization.  Having surpassed this initial awkward phase of integration, media based institutions have seamlessly incorporated themselves into our everyday lives with every like, tweet, favourite or hashtag.