ABSTRACT
Gauntlett was particularly interested in the impact of the media proliferation boom of the 1980s and 1990s that gave audiences access to more media products and broadcast channels than ever before. The resulting diversity of choice, in Gauntlett’s view, fundamentally changed the way that audiences used media products, turning viewers into active rather than passive consumers, and, as a result, giving audiences more control over the way they use the media to craft their own identities.
