Conceiving the media as something massive, solid, rigid, unilateral, opposing agents and viewers, makes less and less sense in view of the development of the internet. However the analysis of the mechanism known as RSS Syndication shows that it is the very notion of the media which must be questioned. If it is better to “become” the media than to “hate” it, as the slogan for alternative practices invites us to do, we are clearly led to ask : what media (...) ? RSS Syndication allows us to transform information into practices of permanent production of subjectivity. Circulating automatically from blogs to blogs, from sites to sites, constantly renewed, archived, selected, personalized, enriched, information becomes the smooth fuel that feeds the individuals and the communities which use it. This article discusses the history and future becomings of such innovations. (shrink)