AQA Media Studies for A Level: Revision Guide

112 AQA Media Studies for A Level Revision Guide Web 2.0 has led to a culture that has grown used to using the internet to share information and creativity. Media industries have adapted their approaches to production, marketing and distribution to accommodate these new audience behaviours and expectations. Many media industries use convergence to try to ensure their survival in this changing media landscape. In his book, We the Media , Gillmor identi es that the ability to share and self-publish gives the audience power, as they now have a voice and easier access to those holding more traditional power. Individuals no longer need permission to voice their thoughts and don’t need any speci c skills or quali cations to publish their ideas. A utopian view of ‘we the media’ sees this as a democratisation that takes power away from institutions and gives audiences multiple voices and points of view that they can access. Some see this as being the beginning of the end of the big media industries. Food magazine Bon Appétit (published by Condé Nast) produces hit YouTube content. De ne convergence. What is citizen journalism and why can it be seen to support the ideas behind ‘we the media’? 7.12 7.13 Citizen journalism