Media 1.0 and 2.0

David Gauntlett is a British sociologist and media theorist. His earlier work concerned contemporary media audiences, and has moved towards a focus on the everyday making and sharing of digital media and social media. In 2007, Gauntlett published online the article Media Studies 2.0, which created some discussion amongst media studies educators.The article argues that the traditional form of media studies teaching and research fails to recognise the changing media landscape in which the categories of 'audiences' and 'producers' blur together, and in which new research methods and approaches are needed.

Media 1.0 was when media was expensive and difficult to produce different types of media. For example people used to have to listen to the radio of read the newspaper to know when certain shows are on. Also the cinema was massive back then as there wasn't many alternative ways to watch a movie unless you queued up to see it at the cinema. However even the cinema only showed one movie at a time as it was much more expensive to produce the content and distribute it. During the time of Media 1.0 they also needed bigger recording equipment and a big broadcasting company to distribute their films.

Media 2.0 then came and changed all this because now we can consume media from multiple different devices e.g. smartphones, laptops and tablets wherever we want. An example of Media 2.0 is the making of music videos so people can now watch what they are listening to on various types of media devices. The music video 'Happy' by Pharrell Williams is an example of a music video that pushes the boundaries of world-wide media in which a 24 hour video was created by people all around the world.

Basically media 1.0 was about finding and media 2.0 is about filtering.