In addition, through the study of media ecology, it is argued that through technological advancements in media, many societies have become a "participatory culture". Tom Valcanis argues that this very easily witnessed by looking at the rise of Apple's iPhone. "If the technology is the medium in which a culture grows, the interactive and user oriented nature of these technologies have given rise to a participatory and 'mash-up' culture in which the ways of producing and accessing content are deconstructed, uploaded, mixed, converged, and reconstructed through computers and smartphones mediated by online platforms; it becomes a 'participatory culture'..."