2. SO WHAT IS MEDIA 1.0/2.0?
Essentially Media 1.0 was about FIND. Media 2.0 is about FILTER
3. MEDIA 1.0
Fetishises 'experts'
Celebrates key texts produced by media moguls
Optional 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'.
4. MEDIA 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
