ABSTRACT
This chapter explains the idea of upgrading the discipline. It also suggests the practical and theoretical discipline need to be reconfigured and the challenges digital media pose for any attempt to follow and understand them. If the digital post-broadcast era is the product of the meeting and merger of two trajectories mass media and computing then it is clear that media studies alone is not sufficient to understand the new situation. The idea of media studies 2.0 first came to public attention through the work of David Gauntlett, and the success of the idea owed much to his high profile in the field. He independently developed the idea in early 2007, posting a short essay about it on his website. The chapter argues, the products of media their own IMs, PMs, status updates, comments, likes, tweets, postings and reposting, are more important to most people than any of the hit films and television shows, the news coverage the discipline privileges.
