David Gauntlett is a British sociologist who studies contemporary media audiences and how digital media like YouTube and Twitter enable self-expression and shape identity. He argues that new teaching methods are needed because traditional media studies fail to account for how audiences can now also be producers by creating and sharing content online. Through sites like YouTube, people have more freedom to explore and influence identity beyond traditional gender norms.

2. David Gauntlett
 Gauntlett is a British sociologist and
media theorist. He studies contemporary
media audiences.
 He focuses on the making and sharing
of digital media )for example youtube
and twitter) and the role of these types
of media in self-expression and in self-identity.

3. David Gauntlett
 Gauntletts theory suggests that classic media
studies fail to define when the categories
‘audience’ and ‘producers’ unite and he argues
that new teaching methods are needed. This is
seen in ‘Media studies 2.0’ online which he
published in 2007.
 He argues that because of wed 2.0, we as
audiences can become our own producers
because of sites such as youtube. This allows us
to create our own identity and even influence other
peoples.

4. David Gauntlett
 Through this, gender representations have
become less constricted, web 2.0 has made
originality and unique identity more obvious
because we can now create our own identity
without having to follow traditional understandings
of gender.
 The freedom which web 2.0 gives us, allows us to
feel more comfortable in being accepted for our
individual selves.

5. Bulmer and Katz
 The uses and gratification theory explains
why people will choose to use certain
areas of media and its content for
gratification purposes.
 The theory suggests that people will take
the active role in relating media to their
own lives. Therefore a type of media will be
chosen by the user which they believe best
fulfils their needs.

6. Bulmer and Katz
 4 BASIC NEEDS:
 Diversion
 Personal relationship
 Personal identity
 Surveillance

7. Bulmer and Katz
Diversion
 Diversion is using the media form to take
the pressure away from everyday life
 An example of this would be by reading the
rolling stones magazine. The reader can
use the magazine as a sense of escapism
while they read about the band and catch
up on the latest news.

8. Bulmer and Katz
Personal relationship
 This is where the user will identify with
particular groups, using this media form to
fulfil needs of companionship
 For example, once read the rolling stones
magazine the reader can then have a
conversation about the latest news and
their similar interests and taste in music.

9. Bulmer and Katz
Personal identity
 Using the media to see relatable people,
which may reflect the users life.
 For example the readers can look up at the
types of style the people within the
magazines wear and style themselves
similarly. This therefore, will allow them to
become part of social groups and trends
which are distinguished through their
preferred genre or style of music.

10. Bulmer and Katz
Surveillance
 Using the media form to find out news and
current events
 The reader can use the magazine to find
out what is happening within the celebrities
life, this makes the reader feel as though
they know the celebrity and can therefore
relate to them.