Carrying a Torch for Media

The first thing I think of when I hear the term mass media is uncool, then uninspired and sellout. Why do these word come to mind? It is most likely because I have very great appreciation for things that are “underground”. In the world of media underground anything mass-produced get no respect and everything is limited or hard to find. However, I feel this may be a little short sighted when looking at the term mass media. I seem to be far more focused on the mass part than the media: which is unquestionably the more important aspect, or at least should be. I am now thinking that if the media is good, it really has no bearing on my appreciation of it whether or not everyone in the entire world has the same access as me. A good example is the most recent Batman movie: I personally loved it and I had not see it until it was one of the highest grossing films ever. You see I believe I simply look for quality and originality in the media I enjoy. So my focus on things outside the main stream is not any kind of snobbery: that is simply where the most original ideas are. Now lets think about my original definition for a moment because although I decided it was not adequate, it maybe nonetheless true. When we examine much of current media on a deeper level we find it hollow of meaning or that the meaning is in fact appalling. In other words it has no relevant substance that makes us reflect on our environment or ourselves (or at least that is not its intention). This is not because the people producing this media are necessarily so uninspired or bigoted; on the contrary they are in fact very intelligent. The problem is in the question “how do we make something everyone is going to like?” because how do we know what people like? By what they have liked in the past or what we assume they like. When you take that question and answer it that way all you will end up with are generalizations and clichés. Perhaps a better answer would be to make something really good and let those who can appreciate it do so. Unfortunately this is not the best business model and that is what main stream mass media is: a business. However there is hope, as Walter Benjamin Said in The Work of Art in the Age of Mechanical Reproduction: ”Thus, the distinction between author and public is about to lose its basic character. The difference becomes merely functional; it may vary from case to case. At any moment the reader is ready to turn into a writer.” (Benjamin, 9) This has been amplified by a million since Benjamin wrote it. As you all know everyone with an Internet connection can write for a mass audience. The most immediate example of this is what you are currently reading. These writings, movies, songs etc. that are posted by independent artist, who only wish to make their art and have people see it, is so much more genuine and the only thing the viewer must decide on is if it is good or not. The only way you are going to have a massive audience see your work is if it is good enough for people to talk about it and show their friends. This means the only currency in this world is creativity and insight. Perhaps that is a model we should all adopt.

Work Cited

Benjamin, Walter. The Work of Art in the Age of Mechanical Reproduction. 1935. October 1, 2008