How Digital Culture Creates New Forms of Celebrities - Research Paper Example

HOW DIGITAL CULTURE CREATES NEW FORMS OF CELEBRITIES Visual images have long been of great importance for human life and their ways of seeing. How man interacts with and interprets visual images is a fundamental component of human life. Currently, people are living in one of the most synthetic visual and image-filled cultures in the history of mankind which realizes the understanding the multifarious composition and multiple social functions of visual imagery that is more significant than before. Being in a world of images generated by the industries and facilities of media and now cyber-culture requires a diversity of approaches to discuss visual culture that includes the critical perspective. From the television screens to computers that are now considered household necessities, to the multimedia cyberspaces that educate and entertain; people find themselves in a highly saturated culture of the image and spectacle. (Kellner, 1995) This trend of image and visual culture to cultural supremacy possibly began with photography in the 19th century, and by the turn of the 20th century transcended into newspapers and advertising. It progressed overwhelmingly to film, to where it became one of the major art forms and sources of visual imagery and, to what seemed to be the ultimate image machine, the rise of the television. In the present day, the progress of visual culture to complete domination swiftly continues in the multimedia scene of the Internet and cyber-space where images quickly join words and sounds to come up with a new digitalized and interactive multimedia culture. The computer culture that commenced in the late 1970s and early 1980s was text-based and comprised an escalation of print but from a different mode of digitization, a word that is defined as the process of converting analog information into digital layout primarily to improve access to any materials searchable in the Internet. The tremendous success of the computers provided users and consumers with a variety of brands (Apple, McIntosh, IBM) and styles of hardware (personal computer and laptop) with its accessories (printer, webcam, headset) also software (Windows). Technological developments associated with the information and computer revolutions have strengthened the developments of photography, film, and television, concurrently the creation of new forms of cyber-culture in the highly evolving Internet experience. Consequently, films spectacles are more impressive, with images coming to life with the use of high-tech special effects, computerized simulations, and blockbuster capacity. It has made hard-to-believe images turn into reality and created a new dimension in cinematography that are realized through the ensemble of technology and the talents and skills of the entire production team. Among those whore most prominent behind the scenes that are part of the production team are the producer, screenwriter, director, production manager, assistant director, director of photography, casting director, film and sound editors, composer, and production and costume designers. While the stars and other actors who appear on the screen are only part of the story since what goes into a production takes place off-camera, nevertheless, motion pictures provided viewers with famous personalities called celebrities. Not only do they portray roles in films but these celebrities also contribute a lot to the influence of media on young people. Let us now focus on these celebrities and the phenomenon as to why many aspire to become one using the most powerful tool for global recognition, the World Wide Web. Celebrities have become dominant influence on some vulnerable individuals because of their social position and their financial situation. However, some people idolize and imitate celebrities because of the media. Television, radio, and magazines invade the lives of viewers with miscellany of shows, information, and publications about their lives. For the most part, it is a fact that celebrities play spectacular roles in their performances which entertains countless of people all over the world. However, modern celebrities influence audience to the point that their fans admire them even trying to imitate artists’ lives. Writer Don Tapscott and Anthony Williams states in their book that “due to deep changes in technology, demographics, business, the economy, and the world; we are entering a new age where people participate in the economy like never before.” (Tapscott & Williams, 2008) This change that they mentioned presents far-reaching opportunities for every company and for every individual who gets connected. In effect, there are certain internet-based channels that can hoist someone’s popularity to the highest level. It is because of the fact that any ad or publicity shown on the net can reach more people in a global scale in a short amount of time. Furthermore, it is a fact that anyone with so much exposure can instantly become celebrities in their own right. Therefore, some celebrity-wannabe would take advantage of the web to achieve their goals of becoming one. YouTube is a website that does video sharing to where users can upload and view video clips. Unregistered users like those who only happen to come across YouTube can watch videos. Registered users however are allowed to upload unlimited number of videos. Videos that are characterized to contain repulsive and even slightly malicious contents can only be accessed by registered users over the age of 18. Nonetheless, videos that contain defamation, pornography, with copyright violations, and scenes that may encourage criminal acts are prohibited by YouTube based on their terms and conditions. YouTube was able to provide anyone who could use a computer to upload videos for millions to watch within few minutes. Since there is no limit as to what videos you can post, YouTube has turned video sharing into one of the most imperative factor of Internet culture. People can make their own home-video and instantly it can turn into an overnight sensation depending on the number of viewers that accessed your video. Although there has been criticism on how YouTube operate since for instance some video contents that are posted still has violations on the sites terms of service, nevertheless, it is still a highly accessed site all around the world. This same site has produced its own YouTube celebrities to where persons or groups have gained fame and became Internet phenomena such as amateur celebrities, because of their appearance in YouTube videos. Such popularity arises from the fact that trends and sensations spread rapidly on the Internet because of its instant communication conveniences of word of mouth. The ‘rating’ feature of YouTube to where viewers can express their preferences to the videos, further amplify this interest. One such writer said that becoming known “is a process that involves sending out press releases, watching news, finding ways to make your story newsworthy and getting enough people to hear about you quickly enough to establish you as the person everybody must be talking about.” (Hartunian) And what better way to be able to touch-base to people of all ages and races but through forms like the YouTube. Another phenomenon that provides amateur celebrities become famous is through the use of webcams. These are gadgets that are connected to computers using a USB but some of the current laptops and desktop screens have them built-in as an added feature. The use of webcams have been added to instant messaging text chat such as Yahoo Messenger, live video communication in the internet has now expanded to millions of mainstream PC users all over the world. The enhancements made to the webcam can make users more at ease thus increasing its popularity. There are some online video broadcasting sites that have used this technology to create internet television programs focused around two or more people video-blog with each other from different places. Video chat is a basic example of positive usage since it enables cheap real-time communication from anywhere in the globe. Webcasting or the distribution of media files over the internet using the technology on media streaming, commonly explains the positive aspect of webcams. Although, some political or terrorist groups use this same technology to spread their opinions, but for the most part it has spindled up an international community that is based on amateur video production. In the same manner, this has also been an avenue to discover potential celebrities. It is a mode to where they can show their talents, publicity stunts, opinions, and other antics to gain attention and possibly world-wide recognition. The Internet truly sets new standards for celebrities. Fame is about becoming famous to 15 people, no longer about acquiring “15 minutes”. David Weinberger of the Harvard Berkman center of Internet and Society explained that [t]he Internet allows the masses to wrest control of frame from traditional media, creating micro-celebrities with the click of a mouse. (Hammock) With this, at least some internet users may turn into Internet celebrities that are so different from the scandalous-driven fame of stars like Britney Spears and Lindsay Lohan. It is also a fact that lives of traditional celebrities dwindle in popularity for reasons that no magazines, newspapers, television shows mention or feature them, or how many people even talk about them. On the other hand, Internet fame can be more intimate; it is more personal establishing connection between one and the many. They are able to bond with the daily lives of people. The most effective marketing strategy that Internet provides is the word-of-mouth spread of any given ad. This is another edge of Internet success compared to traditional celebrity. Mouse clicks decide what becomes famous and what fade away in darkness. And the most definite way to get a huge bang in internet traffic is from sites like YouTube or WebCam Girls. These sites just about anyone can have a chance at e-fame. Concurrently, also like real life, some people become famous in strange ways that sometimes challenge explanations. However you choose to become known, the internet is the means of getting these videos, pictures, or blogs posted for others to access. “Call them the ‘weapons of mass collaboration’.” (Tapscott & Williams, 2008) New low-cost shared infrastructures – from free Internet telephony to open source software to world-wide outsourcing proposals – enable millions of individuals and small producers to co-create products, tap markets, and entertain customers in ways that only huge companies could manage in the past. The cataclysm happening right now in the media and entertainment provides an early example of how mass collaboration is changing the flow of economy. Countless individuals share their news, information, and views in the blogsphere. They can provide online entertainment through video-sharing sites. All one needs is a computer, a network connection, and a bright idea of initiative and creativity to join in the online economy. References: (1) Best, Steven and Keller, Douglas. The Postmodern Adventure. London and New York: Routledge and Guilford Press. (1997) (2) Keller, Douglas. Media Culture. London and New York: Routledge. (1995) (3) _________ Funk & Wagnalls New Encyclopedia. Almanac Education Group. (2006) (4) Hammock, Anne. The new fame: Internet Celebrity. CNN.com/technology. 2008. Accessed 29 April 2009. http://edition.cnn.com/2008/TECH/05/01/roflcon/index.html (5) Hilton, David. 7 Levels of Celebrity – Understanding Micro-Celebrity and Other Celebrity Groups. (2009) (6) Tapscott, Don. Williams, Anthony. Wikinomics: How Mass Collaboration Changes Everything. California: Portfolio Hardcover. (2006) (7) Johnson, Steven. Emergence: The Connected Lives of Ants, Brains, Cities, and Software. Scribner: 2002. (8) Barabsi, Alberto-Laszlo. Linked: How Everything Is Connected to Everything Else and What It Means. Plume: 2003. (9) Rheingold, Howard. Smart Mobs: The Next Social Revolution. Basic Books: 2003. Read More