Learning Objectives• Consider how online media has changed the study of media.• Understand David Gauntlett’s ideas.
Gauntlett on web 2.0• More creative – link to happiness• Web 2.0 allows faster, more collaborative creativity• Creativity linked with desire to be connected
What is media 2.0?Media 1.0 was about FIND. Media 2.0 is about FILTER
Simple definitions• Web 2.0 is harnessing collective intelligence‘.• Media 2.0 is a term that reflects the changing focus of Media Studies in the light of the web and web 2.0.
Meanings• Is New Media transforming culture?• Shift from consumer to prosumer• Audience shift from passive to active• Digital Immigrants, Google Generation, Screenagers• End of the artefact as a finished construct? – Mash-ups, etc
David GauntlettMedia 1.0• Fetishises experts• Celebrates key texts produced by media moguls• Otional extra of giving attention to famous avant garde works produced by artists recognised in the traditional sense, and which are seen as especially challenging• A belief that students should be taught how to read the media in an appropriate critical style• A focus on Western mainstream traditional media• Vague recognition of internet and new digital media, as an add on to the traditional media• A preference for conventional research methods where most people are treated as non-expert audience receivers, or, if they are part of the formal media industries, as expert producers.
David GauntlettMedia 2.0• Focus on everyday meanings produced by the diverse array of audience members• Interest in the massive long tail of independent media projects such as those found on YouTube and many other websites, mobile devices, and other forms of DIY media• Attempt to embrace the truly international dimensions of Media Studies – including a recognition not only of the processes of globalization, but also of the diverse perspectives on media and society being worked on around the world• recognition that internet and digital media have fundamentally changed the ways in which we engage with all media• media audiences seen as extremely capable interpreters of media content, with a critical eye and an understanding of contemporary media techniques, thanks in large part to the large amount of coverage of this in popular media itself
Counter – arguments• Some critics – e.g. (David Buckingham) think Gauntlett goes too far.• Celebrates the “power of active users”, ignoring the commercial structures that help to shape those powers• Gauntlett is wrongly accused of claiming power has shifted entirely to the prosumer – he acknowledges the hybridity between old and new, just like Henry Jenkins does.• Ignores real material and cultural constraints? – Gender inequality? – Poverty? – Who’s online?
Polarised views on social media Pessimistic UtopianBanal and trivial, replacing “real” We’re living in a golden age – we canhuman contact do almost anythingShaping people in narcissistic and Increased communication – the globalinarticulate ways villageErosion between the traditionally Potential for political, charitable, artsprivate and public and protest collaborative actionComputer games to blame for violenceand cruelty
Choose your place on the scale. Be prepared to defend Remember this?your position, and refer to at least one theorist whowould / would not agree with you.http://www.youtube.com/watch?v=nGeKSiCQkPWhere would you place yourself on this scale?3) This is a text worthy of study. It is as important as a novel by Dickens or any other ‘text’.5) Things like this are worthy of study, but only when looked at in context. It is made more worthy of study because of how many people have viewed it.10) This is silly, and not worthy of study at all.
Opinions on theorists• Now complete the ‘opinions on theorists’ chart for all 8 of our theorists.• Remember, your essay on web 2.0 (which must mention all theorists) is due in on Tuesday.
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.