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Web 2.0 and david gauntlett
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- 2. DAVID GAUNTLETT Gauntlett isa British sociologist and media theorist who specialises in studying contemporary media audiences, the making and sharing of media and the role of such media in self-identity and self-expression. He focuses on the way digital media is changing rather than the experience of media in general.
- 3. WEB 2.0 In 2007Gauntlett published ‘Media Studies 2.0’ online, which argues that classic media studies fails to properly define when the categories of audiences and producers unite, and that new and altered teaching methods are needed. Web 2.0 refers to websites that emphasize user generated content and usability, meaning social networking sites like Facebook and Twitter and video sharing sites like YouTube. Gauntlett states that because of Web 2.0, audiences are able to become producers thanks to websites such as YouTube, so through this we can influence our own identity and even influence other peoples.
- 4. HOW HAS THISAFFECTED THE MUSIC INDUSTRY? Web 2.0 has democratised the music industry by putting everyone on a level playing field. Previously musicians could only have their music videos be shown on MTV and a select few channels if they were popular enough, but now any creator with internet access can upload to YouTube, and any audience member with internet access can choose which music videos they want to watch on YouTube. This means that the big companies and popular artists no longer have the same huge advantage as they did in the past, as ultimately they are now relying on a system that anyone can use and anyone can get views on.
- 5. HOW HAS THISAFFECTED THE MUSIC INDUSTRY? Pre-internet, a music video like PSY’s Gangnam Style would likely have never seen any success in the Western world because it’s generally not what Western audiences enjoy. Now, it’s the most viewed YouTube video of all time with over two billion views, because they had the freedom to upload it for anyone to watch in a more democratised environment.
- 6. HOW IS THISAPPLIED TO US? We are effectively able to make and upload our music video because of Web 2.0. We’ve conducted research using websites that are Web 2.0, we’re using blogs to document our progress which is an example of Web 2.0, and when we have finished the video we will upload it onto the Web 2.0 video sharing website YouTube. Ultimately, we are also audience members who have become producers, as Gauntlett talked about in his studies. We are both fans of the song and band we are making the music video for, and we are able to become producers now because Web 2.0 allows for audiences to take on that more active role in the music industry.