David Gauntlett is a British sociologist and media theorist who specializes in studying contemporary media audiences and the role of digital media in self-identity. He argues that classic media studies fails to account for how audiences can now also be producers through websites like YouTube. Gauntlett proposes reworking audience studies to regard media users as both producers and consumers. He believes digital media is changing experiences of media and allowing for more individualized expressions of identity that are less confined by traditional norms.

1. David GauntlettDavid Gauntlett

2. David GauntlettDavid Gauntlett is a British sociologist and media theorist. He specializes in studying contemporary media audiences, the every making and sharing of digital media, and the role of such media in self-identity and self-expression.

3. Gauntlett graduated from the University of York in Sociology in 1992.In 2006 he joined the School of Media, Arts and Design as Professor of Media and Communications.He focused on the way digital media is changing the experience of media in general.

4. Media Studies 2.0Gauntlett published ‘Media Studies 2.0’ online in 2007, which argues that classic media studies fails to define when the categories of ‘audiences’ and ‘producers’ unite, and that new, altered teaching methods are needed. He states that because of web 2.0, we as audiences can become our own producers thanks to websites such as YouTube. Through this we can create our own identity and even influence other peoples.

5. Web 2.0Through this, gender identity for example, has become less constricted to previous representations. Web 2.0 allows us to create our own unique identity that doesn’t necessarily follow traditional understandings of gender. The ability and freedom that web 2.0’s allowed means it is now far more acceptable to be different and accepted for our individuality.

6. Making is connectingA proposition to rework audience studies (ie. For media users to simultaneously be regarded as producers and consumers) was put forward by Gauntlett in 2008. This argues that audiences change to become more so active than passive towards media. These ideas are developed further in ‘Making is Connecting’. http://www.youtube.com/watch?v=SPuV1PvDlqE

7. Audience reactionsIt’s almost impossible to tell how an audience is going to react to a particular media product.This may change how the particular product is done. So a product might evolve into something more similar to a different media product that has already had a great reaction from the audience viewing it.

8. Advertising This is why advertising spent so much money into audience research.They need to make sure that the product they are advertising attracts the appropriate audience that would be interested in what they are selling.