Bumble: Jenkins

Do it yourself… the essence of being an American, the sense of individuality and independency. Television shows tell you how to, Martha Stewart, and now the simple ability to buy a digital camera to create works of art and individuality is the latest form of DO IT YOURSELF. On our very own College Campus we have the Campus Movie Fest which promotes students applying themselves creatively in order to write, produce and create films all by themselves. Of course though, a popular film mimics the popular stance of film which is similar to what Lyotard said about in order to find success you have to follow this formula of what has already been established as a wonderful production.

In our culture we value autonomy and the desire to do things for ourselves. As our technology in life develops, we have created the ability to empower ourselves and tap into our creative selves. At one point creating a movie, a song, or anything was left to the experts. This article discusses how we have moved the power from the empires to the hands of the people. Jenkin’s piece first brought up the concept of authorship. Similar to Machery’s concept that both the writer and reader are equally removed from the text, implies this same connotation that authorship is ambivalent and hard to define. Jenkins seems to agree also with the postmodern theorist Lyotard in that they both feel strongly that empowerment of the individual will lead to greatness. As Lyotard said we can heal the community by waging a war on totality. This analytical piece about how contemporary work operates shows that with the creation of handheld digital devices, that the audience can create a world of parodies and eclectic bricollage of all sorts of media formations. It is crucial to examine where the media is going because it has shifted how everyone interacts with it on a daily basis. All of the integration and cross over of media outlets can be described by Poster’s concept of chiasm. It is incredible because the more intertextual and mixed the entertainment becomes, the more opportunities arise for greater profit. People also become attached to an aspect of entertainment more easily because they market them on a personal basis. The greatest example from today is the ability to relate to Harry Potter on a personal level. It is more than just the films, it is about the creation of all the media outlets to embody Harry Potter into a tangible being. People are able to relate to Harry on a personal basis when they are able to eat the same jelly beans that he eats in his books and movies.

Through all of these new programs and digital products that everyone can be, it is in essence giving the power to create and the power of individuality to everyone! Although I guess it does discriminate because some people are incapable of buying these products because of their economic means. People are now becoming a major player and important part of the entertainment world. The greatest examples of this are for one thing You Tube which mimics and parodies popular television shows and movies. People are incorporating their own work into mass media. Also, another great example is the idea of mash up music, which is the ability to take multiple famous songs and put them together as your own. These are making it mainstream as well!