1. Media 1.0 and media 2.0- David Gauntlett’s
theory
David Gauntlett is a British sociologist and media theorist. He
specializes in studying contemporary media audiences, the making
and sharing of digital media and the role of such media self-identity
and self-expression.
Equipment/ Distribution/ audience
Media 1.0 Scarce equipment
and content
scarce Big audiences
Media 2.0 Cheap/easy to
produce things
good Saturated
audiences
Media 1.0 was about finding whilst media 2.0 is about filtering…
Media 1.0:
media 1.0 has vague recognition of the internet and digital media
and focuses on Western mainstream traditional media. This is a
belief that students should be taught how to read the media in an
appropriate critical style.
Media 2.0:
This allows the audience to be their own producers (for example
through YouTube) meaning they can create what they want allowing
them to be more creative. (Audience = active participants rather
than passive).
An example of media 2.0 is the recreation music videos of the video
‘Happy’ By Pharrell Williams made by fans from all over the world.
(There are lots of these that can be found online).
2. This is an example of media 2.0 rather than 1.0 as with media 1.0 it
would mean that they wouldn’t have been able to get the equipment
to make their own music videos (But this is media 2.0 as is was easy
and cheap for people to make their own versions of the music video).
