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DAVID GAUNTLETT
SO WHAT IS MEDIA 1.0/2.0? 
Essentially Media 1.0 was about FIND. Media 2.0 is about FILTER
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'.
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

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Gauntlett

  • 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