David Gauntlett Theory

• People (media consumers) used to have to be subsiding to the media. They would have to arrange their lives around the media - however now time isn't an issue because of things like Sky, On Demand and iPlayer. People can consume media whenever they want. 
• Before media needed big broadcasters for backing, now we have phones, YouTube - anyone's music can be seen online without the need of a media conglomerate backing.
• The media used to send messages down to the 'little people' now it is a different story. When the media sends something out - e.g a news article or video online, people can instantly comment back or use social networking sites to trend their opinions
• Web 2.0 has only recently been active in the last 7 years, originally in the early 90s no one would contribute on the 'world wide web' which is what the inventor wanted originally. 
• Traditional uses of the internet now merge with new uses
• Television views are now dropping as more people are accessing programmes online 
• The web can be used for Presidential Elections e.g Barack Obama on YouTube and people made parodies about him.