Fortunately, the technology to have a surrogate has not been invented yet. We are still privileged to experience life as it is. But for some, life’s complications are too horrific to handle that they need another platform to express their worldly concerns and superficial problems.
iting on walls, commenting on photos and tagging photos, people interacted “face-to-face” with the use of avatars. Socializing online was made more ‘expressive’ compared to other flat social networking sites. People are able to dress up their avatars, buy expensive things they couldn’t afford in real life, socialize with the famous stars in the most hip places in the States. In short, they are living a second life online.
MTV is known for defining the youth as hip, fresh and vibrant with its programming centered mostly on the younger generation. It also set the pace for the music video industry that helped boost the careers of many artists and directors. It used
to be the mecca of music videos and artist marketing. But with the growth of the Internet, MTV lost its luster. MTV had to compete with new media most especially with sites like YouTube and Napster. Less people watched videos on MTV for the videos they wanted to see are up online via YouTube. They didn’t need MTV for the latest music trends for it is available online. Sharing (or stealing) of mp3s, videos, discussions on the coolest bands/artistsare all done on the web.
MTV had to reinvent itself to catch up with the latest trend. As the old saying goes, “If you can’t beat them, join them.” That is what MTV did. They knew they couldn’t compete with the Internet and so they collaborated with There.com to make MTV the “next big thing” again. They created a need for people to start watching MTV again. T
hey came up with “Virtual MTV" where you can become one with the characters you watch on MTV.
Virtual MTV is a collaboration between a big network (Viacom) and an online software provider (Makena Technologies -There.com). Virtual MTV is a convergence. MTV used the internet as its new marketing tool to attract more audiences. MTV wanted to gain back the luster it once had through promotional games online. However, convergence is more than the partnership of media companies working towards the same goal. It is also abou
t the flow of experiences, desires, aspirations and content of its users to the media platform. “Convergence occurs within the brains of individual consumers and through their social interactions with others. Each of us constructs our own personal mythology from bits and fragments of information extracted from the media flow and transformed into sources through which we make sense of our everyday lives (Jenkins, 2006).” Convergence is not limited from its proprietors but it also extends to its users/consumers- to us.
An example of a game in vMTV is the Virtual Laguna Beach from its hit reality series Laguna Beach.
It’s about the life of a group of rich teenagers in the OC struggling with breakups, dramas and cliques. VLB is the platform created by MTV where ordinary teenagers can live virtually in the OC and socialize with the other kids on the show. Members of VLB organize parties, go to the beach, shop for the latest clothes and gadgets and socialize with other peers like what characters in the real Laguna Beach do. From just watching the show, these players become the show. We can say that VLB become an instrument for its players to become produsers. They are no longer passive users but they are the ones who create and generate the content of their virtual world. This kind of media convergence has changed the way we consume media. We want to have more control on the content rather than just being the receiver.
Virtual Laguna Beach seems to fun and exciting for we are able to experience a different side of the world without spending too much and exerting effort. The convergence between TV and the Internet is remarkable for it created a product that seemed impossible decades ago. However, the messages that it sends out to the youth are disappointing. The TV show itself is controversial and having its viewers to participate and “pretend” to be one of the Laguna Beach kids is depressing. MTV redefined reality deceiving its players and audience of what a ‘good’ life is. It also creates and shapes the desire for material goods and superficial characteristics. Avatars represent you in the virtual world and in vMTV all avatars are all Barbie and Ken. Materialism is also highlighted for virtual shopping for the latest gadgets/clothes is highly encouraged! This consumer culture creates a dependency towards unnecessary desires and worldly comforts that result in fetishizing everything (from material possession to physical appearance). The extravagant parties and luxurious living showcased in Laguna Beach are advocated as the lifestyles to be desired. Virtual Laguna Beach doesn’t only produce produsers but also materialistic and bratty people.
With the promise of “the life you will never have”, Virtual MTV had become addictive to other people. It became a nuisance rather than a liberating tool MTV had in mind. It blurred the lines between virtual and reality making life more difficult to understand. MTV promoted itself via its online counterpart to invite people to watch MTV again. But in the process, they were able to create another new kind of audience and culture. But as the movie Surrogate says every good thing must come to an end. In March 2010, There.com shut down because of the recession. Vitual MTV returned back to 2D and MTV still continued to produce (crappy) reality shows and host music videos.
Sources:
http://www.gamersgame.com/blog/1113061
http://news.cnet.com/8301-10784_3-6117738-7.html
http://www.wired.com/wired/archive/15.02/mtv.html
http://www.youtube.com/watch?v=BCsEuVYz33M
http://www.youtube.com/watch?v=TFPJL_7U494&feature=related
No comments:
Post a Comment