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The key concepts in this chapter include: pleasure, the gaze and interpretive processes - the 'readerly' and the 'writerly'. These terms contribute to our ongoing analysis of new media culture and new media subjects. The first part of this chapter questions the role of pleasure in our uses of new media and its importance to new media culture. It does this through considering the workings of the gaze - how we see and why we choose to look - from a psychoanalytical perspective. Psychoanalysis has