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Media consumption in Denmark as well as other western democracies seems to be in transition in several ways. Fewer people keep up with politics and societal developments. Still, on the other hand, people show considerable political confidence and belief in personal political skills as well as in possibilities for making a ‘difference’. Often this phenomenon is given a theoretical foundation in the notion of ‘reflexive individualization’. This chapter draws the contours of an emerging role of political citizenship and identity: The individualized citizen. Embodied here is a character which is highly engaged and interested in politics, but at the same time does not follow along with current events in the media. The media continues to play an important role as a central tie between laymen and political authorities but its status and functioning is changing and its decisive role in democracy might be in decay. The individualized citizen represents a subjectivization and individualization of the political. The awareness and the scope and horizon of political orientations and engagement is increasingly turned on towards personal interests — possibly resulting in an erosion of the public spirit or the common good. The final section of the chapter also discusses possible consequences of a gradual cut between political elites and ordinary citizens. [ABSTRACT FROM AUTHOR]