This paper challenges the idea of the liberating potential of information and communication technologies in terms of their meaning related to citizenship. It shows that the mechanisms that are supposedly conducive to the democratization of society can function as the mechanisms of exclusion of citizens. Adopting the critical-cultural perspective applied to issues of consumerism and their relations to citizens in media environment, the paper addresses the mediated appearances and manifestations of citizenship. The line dividing “old” from “new” media that is commonly used to apply to new media their participatory democratic potential lacks a reflection that would more explicitly admit new media limitations. These, when seen more in depth, appear as comparable to those of mass media. If in the beginning of the 1990s the Internet was embraced as truly enhancing political action, today its consumer realities, together with the spread of racism and xenophobia, need to be critically studied. As studies have shown, the Internet increasingly encourages the individual to look for private solutions to the problems of public nature which contributes to the understanding of citizenship not as a public but predominantly as a private affair. If cyberspace is becoming a vital link for new social movements and different groups of political activists, when seen from a broader citizenship perspective, the Internet has to be discussed also with regards to its limited democratic potential.
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