Before everything was defined by corporate/ shared culture. This culture shaped our values and behaviours which monopolized the production of meaning. But NOW we are out-producing the system. Where is this going to take us?
This new media system enables the De-profesionalization, De-moddification, and De-centralization of mass content. Now the loudest voice in the land belong to the masses but instead of this content being used to as a voice of change it has become of voice of distraction. What better way to waste your day then is there to watching endless YouTube videos of bunnies in cups and groins in pain. Our attention may be displaced from the center corporations but it ‘ain’t focusing on much else’.
For capitalism to work it must caputre our attention and force us to watch. This involves content to be centralized and this content then evenly distributed among the masses by an intermediary; “The Advertisers” With everyone watching decentralized content the intermediary is skipped intirely, and capitalism cannnot prevail because commercial media doesn’t just produce products, it embeds structures and meanings. And as a mainly dominant system it designs the preffered meanings as normal.
AKA HETEROSEXUALITY, FAMILY and THE AMERICAN DREAM
It’s the dominant meaning of consumption. And so begins the dawn of a new age: Commercial vs Amateur production. Will this lead to a convergance of both systems? Consumption is at an all time high. On the one end we are beggining to see commercialization amongst amateur productions. Videos on YouTube that do particularly well start getting paid to have their products uploaded.
On the other side amateur productions are manipulating commercial products for different meaning. A great example of such is the use of toy brands in amateur video production for new uses. Barbie herself could not escape her new preffered meaning as a artist symbol of capitalism dying on a cross. When media redefines privatized products and mass culture is redistributed from a different medium private corporate commercialization can begin to become defensive. It leads the people to question “Who controls mass culture?”