“Prosumers”

Based on David Gauntlett’s Web 2.0 approach of media audiences, this article argues that while Islamophobic discourses may be hegemonic in the British media in general, and the online media in particular, counter-Islamophobic ones have real potentials to subvert the anti-Muslims hegemony in contemporary Britain. Online media users, both as producers and consumers of mass-mediated representations, are empowered to blur the boundaries between the real and the virtual spaces in the construction of different conceptions of their own identities as well as of those of the others. To this end, comparatively, the comments of the users of two YouTube videos are analyzed and critically appraised to identify how they prosumed the different representations of Muslim communities of/in Britain. It is suggested that YouTube users contribute, from their respective subject positions, to the construction of diverse conceptualizations of their own identities and those of others as well. Their prosumed representations both entrench and defy a hierarchy of Islamophobic and Islamophallic images of Islam and Muslims in contemporary multicultural Britain.