Media production in late capitalism is often measured in terms of economic value. If value is defined as the worth of a thing, a standard or measure, being the result of social praxis and negotiation, it follows that this worth can be of other kinds than the mere economic. This is, for example, the reasoning behind field theory (Bourdieu), where the generation of field-specific capital (value) can be converted between fields. The full extent of the consequences of such a theory of convertibility between fields of cultural production, centred on different forms of value, is, however yet to be explored. This is the task of this paper. Especially is focussed on how value is constructed differently depending on the relations of the valuing subject to the production process, something that becomes highly relevant in digital media environments, where users are increasingly drawn into the production process.