320 Personal Content Experience: Managing Digital Life in the Mobile Age ingly, users have started to deliver the subtitles themselves. Many current video players are capable of reading the specifi c subtitle fi les and overlaying the subtitles over the video content while the video is being watched. In essence, subtitle information consists of text strings (the actual translations), and the frames between which the associated text should remain visible while watching the movie. Subtitles are an excellent example of personal content that has been derived from existing content and transcoded to another content format. In addition, a lot of creativity is involved in the translation phase. Subtitling is also a social process, as often the subtitling of a movie has been split for several persons, such as to ease the workload and, in many cases, proofreading is involved. Not surprisingly, vivid communities have evolved around subtitling movies, such as DivX Finland,39 founded in 2003, and with more than 9 000 members (as of November, 2006). The community has its own archives and policies regarding the processes of translation and proofreading. The GEMS actions for subtitles are much the same as with any other digital content. People search, download, edit, manage, and share subtitle fi les as they would do with any text information. The difference is that the subtitles are usually not useful without the movies they refer to. In a way, subtitles are then metacontent of movies. 7.5.3 Flash, Comics, Animations After the birth of the Web, bedroom artists have had dramatically better chances of publishing their work. Poets, writers, and musicians can now easily upload the fruits of their labour to numerous web sites. One area that has gained public attention is with comics – webcomics, to be more accurate. There are thousands of online comics being 40 published, most of which would have had little chance of even a minor circulation in the paper-based era. This is a kind of content that wavers on the border of public and personal: on one hand, it is tar- geted for exposure; on the other, it is usually not meant for profi t but as a vehicle of self-expression. Animations of various kinds, using a multitude of technologies, are 41 also popular. Most of the animated material on the Web uses Flash as the presentation tool. It allows rich multimedia presentations that can also respond to user actions. It is the key format for web advertise- 39 http://www.divxfi nland.org/ (In Finnish) 40 http://www.webcomics.com 41 Adobe Flash Player, formerly made by Macromedia: http://www.adobe.com/ products/fl ashplayer/