Video not only demolished the music industry's original process of hit-making, but elevated the artist's opportunity to become recognized. Video crucified the radio star. However, it also revitalized them. Even in the digital age, we can easily point out the radio star's resurgence process. The radio star eventually became their "own personal Jesus" in the sense that they were ultimately resurrected by video's enhancement powers (not to mention the nearly literal "Rock n' Roll Jesus" effect).
It was The Buggles' groundbreaking "Video Killed the Radio Star" that first aired on MTV. The symbolical "kill" originates in the fact that rock video would forever transform the radio star. "The title and lyrics of that video are at once prophetic and paradoxical." [Williams, K. (2003) Why I [Still] Want My MTV] Music video would now become the new experience of not only listening, but seeing music happen. Music video was essentially in radio format, but a televised form of video. This televised form is what ultimately made it such a paradox. Today we see some of our favorite artists writing, directing, and producing their own music videos. Take Lady Gaga's music video "Born This Way" into account. We've come to an age of time where artists can use their groundbreaking art and transform it into virtually anything they desire.
MTV and music video brought about the resurrection of the "radio star" in the attempts to build on the iconography of the "rock star." This is where the whole sex, drugs, and rock n' roll theme originates. As a sign, the rock star is ultimately used as a sexual symbol and cultural icon. Sexual connotations are purposfully communicated from the phallic shapes of the guitar and microphone to the perverted movements in which these instruments are played. "If wit is the spoken or oral manifestation of stardom, then sex appeal is the tacit, and yet vital, manifestation. Rock stars dress and act in ways that are designed and culturally determined to be sexy." [Williams, K.]
The legacy of the radio star would ultimately become a bigger picture once they became visualized as a rock star represented in their own music video. Therefore, the dead radio star was ultimately resurrected into the visual and the iconographic destiny set for them by none other than the televised music video. Perhaps each and every digital enhancement of stardom can be considered the radio star's own Easter (in the sense that the radio star becomes resurrected. I'm referencing this in comparison to Jesus Christ's resurrection from the dead in biblical studies). Talent is currently being discovered on YouTube and television shows such as American Idol. Therefore, the radio star may have died in the radio realm, but lives on in the digital age.
In order to define media literacy, we must first consider the various perspectives taken on it. Moreover, it is important to keep an open mind when defining such a complex term. The important reality to grasp is that none of these perspectives are necessarily wrong. In the same sense, one could also argue that any of these perspectives are necessarily right. It is in our philosophical nature to seek what every living being seeks- truth. In that same light, we would have to go into defining the word "truth."
So what is truth? One could state that truth is what we make it or what we believe it to be (as an individual). Our ideologies play a huge role in how we view the world. For example, most Americans strongly believe that capitalism (economic and cultural)is predominately good. During the upcoming election, most staunch republicans will vote for whatever or whomever defeats Obamacare. This overall belief shows the hegemonic effect of American culture and society. Moreover, a great example of hegemony is when political beliefs (Republican or Democratic) take over the reasoning to vote (without thinking critically about it). "It is hard to suggest to somebody who already 'knows the truth' that there is more going on than meets the eye and ear. However, that is the situation in which we find ourselves." [Williams, K. (2010) A Media Studies Reader]
This brings forth the critical/ cultural perspective definition of how to define media literacy. We all come from different backgrounds and environments. That's the beauty of our world. Although the world is beautiful in that sense, we need to learn to become critical (even when it seems the most difficult). Henceforth, we need to make sure that we are asking questions about the world we live in.
For example, one could easily make the simple statement that the sun is bright. A majority of society can agree with this statement until we start to question it. First, one could question how bright the sun really is. Anyone who obtains scientific knowledge about the sun could easily pitch you a scientific definition. We could also go into more detail and ask why the sun is so bright. This can result in a wide variety of answers. Asking someone of the Christian faith, one may come across the answer of "because God made it that way." In the same sense one may come across the scientific answer "because of it's extremely hot temperature, gases and amount of energy it gives out."
To think critically about both of these answers, one must realize that neither are right nor wrong. We can look back at Plato's The Republic. There is a Theory of Form titled The Allegory of the Cave. Plato's point is that "we may acquire concepts by our perceptual experience of physical objects. But we would be mistaken if we thought that the concepts that we grasp were on the same level as the things we perceive." [Cohen,S. (2006) The Allegory of the Cave] The following video depicts a brief example of the Cave. Perhaps we may find ourselves trapped within our own "cave" at times. An important idea to keep in mind is that one's reality is not necessarily someone else's reality.
Critical theory can be defined as "an appeal to a widened notion of rationality, a resistance to all forms of domination, an orientation to praxis, and the centrality of the concept of emancipation." (Williams, K.) Our knowledge and interests (technical, practical, and emancipatory) all lead us into a sense of personal empowerment. Our social subjectivities (which are neither good nor bad) become the root of prejudice, stereotypes, or any preconceived biases in society. This all goes back to hegemony and the assumptions we make (even when we're not aware we're making them).
If we're going to perceive the works of media (or practice media literacy), we need to practice reading Hermes. Much like Semiotics (the study of signs), Hermeneutics can basically be defined as the school of interpretation and how we perceive. In detail, Hermeneutics involves a total of 12 categories. Generally, we focus on five: Natural, Normative, Scientific, Philosophical, and Depth Hermeneutics. I will most likely discuss these five further in later posts. Furthermore, perception works in various ways. There are many schools of thought and ways of viewing as well as different interpretations of how to view. In order to become truly (media)literate, it is important to take them all into perspective.
As Tallim has it, "Media literacy is the ability to sift through and analyze the messages that inform, entertain and sell to us every day. It's the ability to bring critical thinking skills to bear on all media— from music videos and Web environments to product placement in films and virtual displays on NHL hockey boards." In the same sense, it's more about asking the "right" questions rather than having the "right" answers. [Tallim,J. (2010) What is Media Literacy?]
