Gauntlett & O'Reilly's Web 2.0

Tim O'Reilly is the originator of the term Web 2.0. He suggests that Web 2.0 allows the audience to interact with the media through the use of the internet, making it easier for the audience to consume the data, as well as responding or doing something with it, known as user generated content (UGC), because it is the development of a world wide web. He calls it "architecture of participants".

Unlike O'Reilly, David Gauntlett suggests that  web 2.0 is " the changing media landscape in which the categories of 'audience' and 'producers' blur together". He focuses on everyday meanings produced by the diverse array of audience member. Gauntlett argues that the audience are extreme interpreters of media content whom are able to understand contemporary media techniques. He acknowledges the hybridity between old and new media, just like Henry Jenkins. Furthermore, he recognizes that the internet and digital media have fundamentally changed the ways in which we engage with the media leading back to the idea of UGC.