Category Archives: Institutions


My group looked at Youtube, the online video hosting site, as our institution of study.

This institution does not produce its own media texts and products but instead is a means for audiences to produce their own. Advertising can take place on Youtube, either commercial or private.

I think an important statement that can be said about Youtube is the fact that it is an institution however, it allows audiences to create media which is so easy due to technological advances. In this respect the audience has become empowered and instead of just consumers, they have become producers. This poses the question ‘who owns the media?’ A media theorist, Gauntlet, challenges this concept.