This introduction to the special issue of The Journal of Broadcasting & Electronic Media on "New Media and the commercial Sphere" begins by discussing the intersection of two trends: the spread o f digital interactive media, and the expansion of synergistic marketing communication. It then surveys five categories of concern that are raised by the contributors o f this special issue that will continue to draw scholarly attention about new media and the commercial sphere: editorial influence, deception, commodity fetishism, intrusion and privacy, and opportunities for consumer resistance.