Introduction to Popular Culture Studies

Deepstream Analysis

Posted by emmaeled on February 27, 2017

Taylor Belcher, Mckenzie Brown, and Emma Donaldson

For our deep stream project, we (Taylor, Kenzie, and Emma) all met as a group outside of class to discuss what we wanted to do. At first, we were going to all contribute annotations to the video that we had first found, but then we thought it would be easier to just divide it up since we couldn’t meet as a group every day. We then decided that each person should get at least 15 minutes worth of video and annotate it. As a group, we discussed several topics that we could cover in the videos by going back to the book’s chapters and the previous essays that we read. The curation add a level of understanding to the content in the video by connecting it to the content we’ve learned in class.

Taylor wanted to find a video about They Live because it covered a lot of good, valuable information about media and consumerism that we have discussed in class. She came across a video on YouTube that was an interview with John Carpenter where he was discussing why he made the movie and what it means. For the next video she wanted to use, she found one discussing the spread of media and how it gets even more damaging as generations pass. She found blog posts from other students and other material to either support what the two guys in the video were talking about or to completely disprove what they were saying.

Kenzie found three videos for her contribution. The first video was a video on YouTube about the real story behind internet memes because a lot of people share memes when they may not really know the true story behind it. The second video was the music video “Thrift Shop” by Macklemore. This video explains similar to what the essay says that we read in class called, “A Global History of Second Hand Clothing.” This whole song is about thrift shop clothing and how it is better to wear cheaper clothes than pay lots of money for other clothes. It directly relates to this essay. For the last video, Henry Jenkins speaks about spreadable media in today’s society in the video “Spreadable Media Makes the Consumer King. He speaks about how media is so popular and pretty much everyone is connected to the media. He also explains how some schools have to block things like Facebook, Twitter, and blog sites from their students because it can be so distracting throughout the school day. This video basically sums up what spreadable media is in our culture today.

Emma chose to discuss the importance of consumer recommendations and free fan labor. The videos she found were from a popular make up tutorial artists YouTube channel, and a Justin Bieber music video. Both of the videos relate to our class discussions and reading because of the nature of their popularity and their purposes. Free fan labor is important as seen in the Justin Bieber music video. It allows for better marketing, cheaper costs of production, and committed lifetime consumers. When a fan puts effort and labor into something for their favorite musician, artists, or TV program they know have personal stake in it that others take part in. They are more likely to be more loyal and pull in a larger audience when they themselves also contribute to the success. Those who contributed to Bieber’s music video may not have been fans before but now that they’re work is eternalized in this popular video they will always have a tie to him and most likely buy his music or support his viewership. It works well for smaller groups as well. A musician may not have a huge fan base and therefore limited marketing funds, making it harder to reach a wider audience. The fans that musician does have can contribute through fan made music videos, lyric videos, fan art, blogs, twitter or Instagram accounts. Their work spreads and subsequently so does their favorite musicians.

In regards to consumer recommendations, people in the past before the internet was an everyday media didn’t have many ways of finding out the cons or truths about products. They knew what they did about the product only from infomercials, advertisements in catalogs, or endorsements from celebrities on TV. Now consumers have the luxury and ease of googling a product before they buy it, or looking on their twitter, Instagram, or Facebook feed. The popularity of the product in the video was even touched on, Jackie said several times people were asking her on twitter to do a review video on the product and that she had seen it several times on Instagram. People are skeptical by nature so being able to reinforce the skepticism of the product or changing their mind and purchasing it, has a lot to do with the recommendations, as we have discussed in class and read in our essays. Jackie gives pros and cons, her doubts, her praises, and ultimately her seal of approval. Jackie isn’t a paid endorser, she is just a girl with a passion for makeup, like many other girls. This makes her trustworthy and appealing to the products potential buyers.









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