This document discusses how online media has changed the study of media from media 1.0 to media 2.0. It outlines David Gauntlett's view that media 2.0 allows for faster, more collaborative creativity and that creativity is linked to a desire for connection. It defines media 1.0 as focusing on finding information, while media 2.0 emphasizes filtering information. It also discusses how new media is transforming culture by shifting from consumers to "prosumers" and giving audiences a more active role.

1. Learning Objectives
• Consider how online media has changed
the study of media.
• Understand David Gauntlett’s ideas.

2. 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

3. What is media 2.0?
Media 1.0 was about FIND. Media 2.0 is about FILTER

4. 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.

5. 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

6. David Gauntlett
Media 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'.

7. David Gauntlett
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

8. 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?

9. Polarised views on social media
Pessimistic Utopian
Banal and trivial, replacing “real” We’re living in a golden age – we can
human contact do almost anything
Shaping people in narcissistic and Increased communication – the global
inarticulate ways village
Erosion between the traditionally Potential for political, charitable, arts
private and public and protest collaborative action
Computer games to blame for violence
and cruelty

10. Choose your place on the scale. Be prepared to defend
Remember this?
your position, and refer to at least one theorist who
would / would not agree with you.
http://www.youtube.com/watch?v=nGeKSiCQkP
Where 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.

11. 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.