David Gauntlett - Theory

David Gauntlett's Media In Everyday Life

He discusses the change in everyday media consumption. How traditionally we used had entertainment on a schedule, where you had to wait for your favourite tv show or radio show to come on. With the media having the dominant role controlling how what and when we consume it. Production used to be costly, it needed expensive equipment thus showing the power the "Media Gods" had.

But now we can be content creators ourselves, thanks to Web 2.0, which allows us to create our own media collectively. Gauntlett suggests its like gardens. how traditionally we had separate gardens but now we have a collective allotment where we can all make a contribution.

Example: Jake Boys, Profession - Vlogging

Jake Boys is a British YouTube Vlogger who has two channels, one where he makes vlogs based on comedy and pranks (light hearted entertainment) and a vlogging channel where he vlogs his life everyday and uploads it to YouTube. He Supports Gauntlett's idea of the changing media and everday consumption, as Jake doesn't have a degree in things such as Media Production, going against the traditional structure of needing a company to be able to produce his own media content. However with the use of evolving technology all he needs is a phone and a internet connection to be able to upload - which is also a technological convergence as a smart phone is used for multiple uses beyond the basic call/text functions. Also as YouTube is a part of Web 2.0 it allows Jakes viewers to communicate with him through the comment section of his videos as well as move onto other social platforms such as Twitter and Facebook. 

To Challenge Gauntlett's Theory 

One Direction Profession, Singers

One Direction, a popular boy band, are signed to a major record label Syco. By using a traditional company they produce their music videos using costly locations and equipment not open for the ordinary citizen. So they are a example that challenges Gauntlett's theory as they didn't start on social media they started out more traditionally. Proving that the media gods we used to see run our entertainment still have some form of power, just perhaps in a less controlling manner. It's more subjective within the music industry as not all artists start signed to a record label before producing Music videos.