Last week 13 year old music prodigy (yes, I’m using this term VERY loosely) Rebecca Black’s music video “Friday” jumped from 3,000 to over 22 million views within a matter of days, making it YouTube’s newest viral video since Antoine Dodson. Just as quickly, Black’s video became the topic of choice for media personalities and critics, pushing Charlie Sheen out of the spotlight and gaining near equal coverage to Japan’s earthquake. In reaction to Black’s eye and ear gouge worthy video, YouTubers were nicknaming her “The Black Plague”, a play off of another YouTube sensation’s label “Bieber Fever”. Luigi Bastardo for Blogcritics.org calls the video “epically awful”, stating that Black should win Worst Artist and or Song of 2011. CNN calls Black’s Video “the good, bad and ugly of a viral Web” whereas Rolling Stone calls the lyrics “extraordinarily stupid”.
Whether you’re "kickin’ it in the front seat or kickin’ it in the backseat", there’s no denying that all the hate has made the video insanely popular, allowing for “Friday” to make it into iTunes Top 100, currently at number 19.
To quote the Double Rainbow Guy, "What does this mean"?
If there is anything we’ve learned from Black’s video (besides the days of the week…) it’s that it’s not easy to decide what should and should not count as cultural domination. Tomlinson explores issues of media imperialism in his article, but he doesn’t account for transnational, user generated media such as YouTube. Does user generated content play a role in cultural domination?
This is where things get a bit tricky in terms of how we decide what user generated content is. As unbelievable as it may be, Black’s “Friday” was professionally written and produced by Clarence Jay and Patrice Wilson, who own the ARK Music Factory. ARK writes and produces music for young aspiring artists who are looking for some experience in the industry. You don’t need to be a talented rising star to work with ARK (clearly…), as they profit off one-time payment and not off the success or failure of the music, like another talent agency would. Black’s mother paid ARK $2,000 to have the song written and produced for her daughter.
So we have to debate whether or not user generated content can play a role in cultural domination. Arguably yes, because other YouTube sensations (NumaNuma, Star Wars Kid, Sneezing Panda) are all user generated and gained popularity just like “Friday”. But what impact do these types of viral videos really have, I mean, we’ve seen this trend of “so bad it’s good” or “ridiculously hilarious/cute” with stars like American Idol reject William Hung. Does this type of notoriety really have any effect, does it really say anything of substance about Western Culture? Can popularity really be a sign of imperialist ideological power?
Maybe such “success” stories such as Black’s are transmitting the idea of the American Dream, where the underdog can come out on top, where the mantra is “Do something really well, or completely butcher it and your dreams of fame will come true”.
What do you think, is YouTube (or more specifically Black's "Friday") an example of capitalistic transnational media?
I think that you pose a difficult question Taryn. To some extent, YouTube is of course a capitalistic media. It sells advertisements through the vast Google network and aims content and ads at you as a user based on your search interests, etc. To me there is no question that YouTube is a transnational media, in the same way that may internet networks are. However there are some obvious differences. I am not sure (as I have never looked) how many languages the site is available in. Since it is owned by Google I would assume there are many language options. Also, this means that people from all over the world can watch and upload videos in a variety of languages. In this sense it does allow participation from anyone. Also (here is the optimism) anyone can create a video with the potential for that video to go viral. However, it is interesting to look at not just the viral videos, but the viral videos that get picked up by other (Western) media outlets. Perhaps it is more interesting to look at these videos. Not every internet sensation or viral video will be mentioned by mainstream news media, so I think it is more interesting to look at the ones that are, and how they represent transnational Westernization.
ReplyDeleteAdditionally, I find it fascinating that others have decided to do their own video of "Friday" giving them a voice within cyberspace they may not have had if it weren't for Black's video. The fact that people from all over the world can play a part in creating the popularity of a song (even one that doesn't seem well done) gives YouTube a transnational flare that no other site can offer. I think YouTube does as well as it does because it allows for amateur and independent names to express their talents, even if they are not seen as being in par with Hollywood standards. This in itself is worth taking into consideration.
ReplyDeleteTaryn as I read your blog I kept thinking that wanted to comment on it but I had no idea what I would say - until your last few sentences. I think you hit the nail on the head when you linked Black's new fame to the American Dream. I think it relates to the fact that if you have enough money also (as her mom did), then your dreams can come true. I think YouTube videos are definitely user-generated content and not necessarily a form of media imperialism because it really is the users who decide which videos go viral and which do not. As Amanda and Sophie have mentioned, YouTube is a transnational media site because anyone is able to use it (from amateurs to professionals and Westerners to non-Westerners).
ReplyDeleteYoutube has definitely altered the face of entertainment. Where once we could turn on the television for mindless information and time-passing, now we're but a click away from laughing babies, cover songs, daring tricks, makeup tutorials and a million other crazy things. I definitely agree with the other girls in that it is extremely capitalistic, but really... what popular website has not cashed in on that? It would be near impossible to host a website with that much data uploading WITHOUT charging users if not for advertising.
ReplyDeleteYoutube does have the ability to reach many nations all over the world, and information is received from many nations all over the world. Consider the footage from Japan, posted directly onto Youtube, the protests at the G20, etc. Youtube has given us this insane ability to know everything we could possibly ever need to (or want to) at the click of a button.