David Gauntlett
David Guantlett is a British Sociologist and media theorist who studies how audiences and social media have an affect on other pieces of media.
Media Studies 2.0
David Gauntlett has a theory that audiences of pieces of media can now become the producers of them. This has been made possible by websites such as YouTube.
You will see today that when a music video is releasd on a platform like YouTube, people will flock to the comment section to give their opinions and feedback on the music video.
An example of this is with Miley Cyrus' record 'Wrecking Ball''
The video can be shared on all sorts of other different social media platforms.
This is what the comment section looks like on YouTube. Already we can see someone who has decided to voice their opinion and she has actually became quite hostile towards people who have a negative view on the video. These comment sections will be filled with people saying what they think about the video.
Often when a video receives a lot of negative attention, consumers will attempt to make parodies or 'memes' of these videos to try and abuse the artist.
Above you can see that the audience can give their opinion on the video with one click of a button. The video and a number of likes and dislikes as well as a view counter. As you can see this video received a large amount of both positive and negative feedback, whilst nearly earning 1 billion views.
