David Gauntlett

David Gauntlett graduated from the University of York in 1992. He then went on to teach at the University of Leeds from 1993-2003. He was then appointed as professor of media and audiences at the University of Bournemouth. In 2006 he joined the school of media, arts and design at the University of Westminster as professor of media and communications.
  His critique of media 'effects' studies sparked controversy in 1995 and since then he has published a number of books and research on the role of popular media in peoples lives. He focused on the way in which digital media is changing the experience of media in general.


Media and collective identity.

Identity is complicated. Everyone thinks they've got one. Magazines and talk show hosts urge us to explore our 'identity'. Religions and national identities are at the heart of international conflicts. Artists play with the idea of 'identity' in modern society. Blockbuster movie superheroes have emotional conflicts about there 'true' identity. And the average teenager can create three online 'identities' before breakfast.

David Gauntlett 2007.

Ten Things Wrong with the 'Media Effects' Model: (http://www.theory.org.uk/david/effects.htm)
- Tackles social problems 'backwards'
- Treats children as inadequate
- Assumptions within the effects model are characterised by barely-concealed conservative ideology
- Inadequately defines its own objects of study
- Often based on artificial studies
- Often based on studies with misapplied methodology

- Is selective in its criticisms of media depictions of violence

- Assumes superiority to the masses

- Makes no attempt to understand meanings of the media

- The effects model is not grounded in theory