David Gauntlett discusses what does it mean to study media, and how does one study it? Traditionally, media was organised into three main components; conversations, inspirations and transformation that throughout the 1980’s were driven by the ambitions of institutions, production, audiences and text. As Gauntlett introduces us to these topics in his clip, opening with the confession that ‘every video needs a gimmick’ – a remark with transcending irony as an audience of media students sits back in their chairs to process his wisdom of textual analysis – we are alike subjected to the modern media’s gimmick of creativity that verses in weight with it’s surveillance and data exploitation. Gauntlett presses the issue that the knowledge that we need to know now revolves around the concepts of how things work, how they feel and fit and how they can make a difference. In a society that continuously works with the framework of an even more ever growing, mobile framework whilst living and thus, even subconsciously studying media through new trends and real life gimmicks, students need to be aware of the technical, emotional and creative areas of the industry.

Gauntlett’s main point within these readings is to confirm that there has been shift from broadcast medias to personalised, privately owned organisations. The increase of technology has influenced a deploy of broadcast media’s that use to house information for majority to an age of transformational and unique relationships between brands and organisations. With cognitive shift that comes with the personalisation of media and it’s frequency of use is the reason why the post broadcast era has come to full effect.