Interesting perspective from a new Lev Manovich paper – 

“To summarize this discussion, let me make a bold statement. There is no such thing as ‘digital media’. There is only software – as applied to media (or ‘content’.) Or, to put this differently: for users who only interact with media content through application software, the ‘properties’ of digital media are defined by the particular software as opposed to solely being contained in the actual content (i.e., inside digital files)….”