The subject of Software Studies
Software Studies continues "new media theory" from 1990s. For me, its logical to focus on where new media is now - large software systems such as Google products, social media sites like Instagram, apps for mobile platforms, etc. So its not only about artistic works like in the 1990s.
The artistic experiments of the 1990s and early 2000s - implemented on industrial scale - are now redefining how we interact with each other and our objects, represent ourselves to others, and understand the word. (The early experiments with using body as interface now became the new normal (multi-touch, gestures, Kinect). The early experiments with collage like presentation of the web contents now rule the web (layouts of Facebook timeline and Pinterest boards. And so on.)
"New media" has become The media.