Distribution, Aggregation and the Social

Since Web 2.0 the introductions of new-media platforms, the expanding internet and new technologies it has been allowing the public to be more “social” and “open” through distribution. Or as Gauntlett (2010) puts it “Making Connections”.   Also there have been significant changes in the media scape since web 2.0 and it has forced aggregation and distribution of media to align with this change. Web 2.0 has removed barriers and allowed distribution to reach new never before experienced audience by the removal of barriers such as time and space. Consumers now have access to a wide almost incomprehensible amount of information and data. This is due the fact that the creating and distribution of material is now easier than ever. Consumers are also now become producers with the variety of platforms on which they can now produce material. This can be seen through platforms such as youtube and vine where users can now create or remix content that can reach audiences far and wide promoting connectedness within the media sphere. These platforms also have the potential to reach new publics and offer new scope. We can also see that Web2.0 has drastically changed the publishing industry through eBook publishing and online distribution. The most notable change we are seeing with the publishing revelation which started with the development of Web 2.0 is what Gauntlett discuss to be the stark contrast between the 20th century and now where  “people had to have what they were given, made by media professionals” through technologies such as the TV and Radio (Gauntlett 2011). To think that we once lived in a media environment where we as an audience were only consuming to the now big shift where we as consumers are now producers! We are now not only consuming, but rather creating, making and distributing.

David Gaunlett goes on to further discuss the importance of publishing publics.


Gaunlett is very positive about these new changes in media like most people and while I also feel positive about these and I enjoy the many benefits of Web 2.0 I am also not naïve to some of the downfalls. Which I have collated below:


* Facilitates connections

*Increase reach & scope, activities and audience

*Multiplicity of voices/viewpoints

*Creation of new publics e.g creators & consumers

* Empowering individuals

*Increased transparency e.g Wikileaks

*Increasing critical skills


*Dilution of responsibility

* Homophily =like seeks like

* Armchair Activism


*Disempowering people

*Astroturfing campaigns

*Validation of antisocial behaviour

*Third party agreements

*Criminalisation of Creative everyday activities

Reference :

Gauntlett, D, 2011, ‘Making Is Connecting’, posted on Youtube by davidgauntlett01,http://youtu.be/TIyXZoz0aLY, last accessed 23 May 2013

Gregg, M (2011) ‘Know you product: Online branding and the evacuation of friendship’ in Work’s Intimacy Cambridge: Polity: 102-118


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