The developments regarding user activity in the online domain are helped and accelerated by technology. Internet is a tool (Bakardjieva 2006). This is no different concept than other media being a tool as well. All media also have the characteristic that in principle, two-way communication is possible. But the internet makes it much more direct and faster than other media were able to, and therefore internet changes for example the scope, speed, depth and impact of the dynamics between users and businesses. But besides the enabling characteristics of the internet and the low threshold internet offers for participation, technology can also play a more limiting role. This for example is the case when Digital Rights Management (DRM) tools are applied, or when services require specific bandwidth. These technological phenomena can have significant consequences for possible user roles
