YouTube – Antenna http://blog.commarts.wisc.edu Responses to Media and Culture Thu, 30 Mar 2017 23:48:47 +0000 en-US hourly 1 https://wordpress.org/?v=4.7.5 Thoughts on English Literacy and Popular Culture in South Korea http://blog.commarts.wisc.edu/2015/06/17/thoughts-on-english-literacy-and-popular-culture-in-south-korea/ Wed, 17 Jun 2015 13:00:27 +0000 http://blog.commarts.wisc.edu/?p=26948 dmc-300x212Post by D. Elizabeth Cohen, Gyeongju University

This post is part of a partnership with the International Journal of Cultural Studies, where authors of newly published articles extend their arguments here on Antenna. 

In the five years that I have been living in South Korea, I have noticed an amazing amount of variety in attitudes and practices regarding the inclusion of the “foreigners” – of which I am one – increasingly sharing the country. One thing is for sure: Korea’s is not a monolithic society. In my article that appeared in the September 2014 issue of the International Journal of Cultural Studies, I wrote about the gap that occurred between the originally envisioned Digital Media City (DMC) and what actually resulted. DMC is a creative industries ICT (information and communication technology) cluster, originally planned as a creative cluster to foster the creative economy in Korea through an open environment and free exchange between locals and internationals. In my article I noted that while DMC is successful by many standards, this free exchange has not occurred and pointed to the lack of English signage at DMC as an indicator.

As a second generation American growing up in a home with two languages – one used by the adults to keep secrets from “the kids” – I am sensitive to the power of language both to exclude and to include. What I noticed at DMC – among other proper and prestigious Korean institutions – most with international aspirations and world-class pretensions – is a lack of bilingualism and the inclusion that would result. I simultaneously observed in down-to-earth organizational settings more representative of Korea’s usual homey kind heartedness, an attempt to accommodate “the other” through the use of English. Two examples: a yoga class I attended that was my life line while in Seoul, and a cultural symposium dedicated to the topic of Korea’s “comfort women.” Some forward-thinking sectors of Korean society “get” the importance of bilingualism for inclusion, and other more traditional thinkers really don’t – even, surprisingly, in the reverse (that is, the need to provide translation to make English environments more inclusive of Koreans).

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I concluded in my article that because DMC’s planning occurred at an unusual time in Korea’s history – influenced by IMF mandates in the late 1990s – this accounts at least partially for the implementation disconnect. Something else I might have pointed out is that creating internationalization through an engineered creative cluster is far from a paint-by-the-numbers affair. The plan might have been half-baked from the outset, less the fault of the South Korean planners than the MIT consultants on whom they relied.

But while DMC has only fulfilled its envisioned internationalization role in a limited way, I like to think that internationalization in South Korea is slowly evolving in smaller, more humble settings – like my classroom – using popular culture artifacts! What never could have been predicted at the time of DMC’s planning would be the emergence of YouTube and its tremendous power for globalization and internationalization*. I now make extensive use of YouTube’s resources in my Literacy and Internationalization university classes in the heritage city, at which I now teach after leaving the Communication department at my former well regarded Seoul university.

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Digital media from YouTube is a form of globalization that young Koreans wholeheartedly embrace. There is a huge gap in Korea between young and old – a subject for another blog piece – and young Koreans are in general more welcoming of internationals. But overall, young people reject the English learning imposed upon them by their elders, perhaps reflecting a mistrust of the instrumental motives of improving the Korean economy through the ability to provide a cadre of faceless but impeccable English speakers.

In contrast, watching quality 20th century Western media on YouTube adds value to the individual lives of Korean young people – not just for their artistry and entertainment value but also for the communication of ethics and democratic values. This media offer students a personal reason to want to learn English. A true fan, I get a big kick out of watching my students’ reactions as I share gems such as Judy Garland’s “Somewhere Over the Rainbow” from the Wizard of Oz, Earth Wind and Fire tunes and performances, and archive-grade A-Train music videos. It is a privilege to equip aspiring design, musical and dramatic artists with stellar resources from which they can draw inspiration and improve their craft. It’s a do-it-yourself museum, and I’m the curator! Students get excited by these materials, and it motivates them to communicate. Where once they were shy, they now want to share their opinions – and they’ll do it in English if necessary.

YouTubeSharing these videos provides me with personal gratifications as well. As a child of the 1960s who once dismissed Dusty Springfield in favor of bigger ticket performers like The Beatles and Rolling Stones, my students’ admiration for her rendition of “Look of Love” caused me to give her and her body of work a second look that was enriching. And in watching and discussing gems from YouTube with my students, I get to be a Mom for the second time having the pleasure of witnessing the world once again through the eyes of my one-semester-only offspring.

While viewing YouTube videos in a classroom is mostly a one-way cultural exchange, and doesn’t fulfill the two-way free exchange aspirations of the architects of DMC, it is a step in the right direction of the evolving process of internationalization that does not seem to happen easily anywhere in the world. Why should it be different in South Korea?

The popular culture resources now available on YouTube are Western ambassadors that can bring great value to others around the world. Such media can be used for many educational and cultural purposes – not only to promote English literacy abroad – but within American shores as well. They are an inestimable treasure that shouldn’t be taken for granted.

* There is a connection between DMC and YouTube; some commercial content creators for YouTube are in residence at DMC where they develop and distribute digital content

[For the full article, see D. Elizabeth Cohen, “Seoul’s Digital Media City: A History and 2012 Status Report on a South Korean Digital Arts and Entertainment ICT Cluster,” forthcoming in International Journal of Cultural Studies. Currently available as an OnlineFirst publication: http://ics.sagepub.com/content/17/6/557.abstract]

Correspondence: DrDElizabethcohen@cognition-ignition.com

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David Letterman: So Long to Our TV Pal http://blog.commarts.wisc.edu/2015/05/20/so-long-to-our-tv-pal/ http://blog.commarts.wisc.edu/2015/05/20/so-long-to-our-tv-pal/#comments Wed, 20 May 2015 13:46:40 +0000 http://blog.commarts.wisc.edu/?p=26628 letterman_dave_young_gPost by Bradley Schauer, University of Arizona

Much of the press coverage of David Letterman’s retirement has framed it as the end of an era. According to this account, the traditional late night talk show – pioneered by Steve Allen in the ’50s, brought to its classical peak by Johnny Carson, and reaching its creative apex with Letterman’s baroque, ironic approach beginning in 1982 – has been rendered obsolete by a new emphasis on social media and viral videos. Even Letterman himself recently admitted that his show’s failure to embrace YouTube and Twitter was a problem: “What I’m doing is not what you want at 11:30 anymore… I hear about things going viral, and I think, ‘How do you do that?’”

Letterman in a suit of velcro, 1984.

Letterman in a suit of velcro, 1984.

On one hand, the differences between Letterman’s show and those of his youthful competitors are overstated. Jimmy Fallon, Jimmy Kimmel, and the rest still adhere closely to the traditional late night formula: monologue, desk piece, two guests and a musical act. And Letterman, particularly in the first 2/3 of his career, specialized in short remote videos (Dave works the Burger King drive-thru) and spectacle (Dave wears a Velcro suit) that would have lent themselves to online distribution. Much of Letterman’s declining ratings with young viewers can be simply attributed to his age: a 68-year-old who makes jokes about the Andrews Sisters and Lorne Greene is never going to win the 18-49 demo.

On the other hand, Fallon’s YouTube clips do receive exponentially greater hits than Letterman’s, and it is due to more than Fallon’s aw-shucks charm. Letterman’s inability to go viral is a byproduct of his unique approach to the talk show format, one rooted in traditional modes of viewership. Whereas the newer shows’ short, self-contained segments are constructed for easy accessibility and viral distribution, Letterman rewarded the dedicated viewer. It was not only funnier if you watched the entire program, it was funnier if you watched every night. Strange jokes that were barely funny on their own became hilarious as they were repeated, out of context, across an episode and for weeks afterwards. In this way, Letterman’s show was truly cult television, creating an insular community of viewers that prided themselves on their separation from the mainstream. It was no surprise (except apparently to Letterman) when the more accessible Jay Leno began beating him in the ratings after the honeymoon period of the mid-‘90s.

floatAlong the same lines, Letterman’s funniest moments were rarely as funny when decontextualized from the show’s offbeat comic sensibility. More than anti-comedy, Letterman’s humor is typically a blend of two contradictory impulses: irony and sincere pleasure in the mundane. The purest example is “Will It Float?”, the recurring segment in which Letterman and Paul Shaffer would earnestly debate whether or not an item would float before two models threw it into a tank of water. The audience enjoys the overblown, ironic trappings associated with the skit (including a theme song and a hula-hoop dancer), but is also encouraged to take genuine pleasure in the question of whether or not the item will, in fact, float. Letterman satirizes the entertainment industry by valorizing the trivial. But the mundane does not make for effective YouTube clips – Stupid Pet Tricks can’t possibly compete when put up against the entire internet.

The newer shows’ heightened emphasis on celebrity guests is another important distinction. The usual observations about Fallon’s obsequiousness vs. Letterman’s disdain for modern Hollywood celebrity culture seem roughly accurate. The key difference, though, was that Letterman was the undisputed star of his show, his personality and sense of humor dominating and permeating every aspect. Fallon and the rest follow Leno’s example, acting as genial emcees who each night willingly take a backseat to their guests. And while Letterman was rarely as severe to guests as his reputation would indicate, it was usually clear whether or not he was interested in what they had to say. If he was, the interview had the potential to become a genuine conversation that revealed more of the guest than the faux-spontaneity of Fallon’s parlor games or James Corden’s skits.

On the set of NBC's "Late Night with David Letterman," 1982.

On the set of NBC’s “Late Night with David Letterman,” 1982.

Letterman’s show at its best had a loose, improvisational quality that hearkened back to Steve Allen more than to Carson. Especially during the low production values of the NBC years, it was as though Letterman were hosting the funniest public access show of all time. He was unafraid to use a sense of duration as comic fodder: for instance, cold-calling a CBS executive and then waiting over a minute in awkward silence for the secretary to see if he was available. As the years went by, and Letterman stopped attending rehearsal, the spontaneity only increased, with the host showcasing his gift for language in rambling shaggy dog stories told at his desk. (In his excellent show, Craig Ferguson would take these qualities to their extreme, ensuring that he would never be considered for the 11:30 slot.) Again, this type of humor does not work when reduced to internet clips where viewers demand instant gratification.

The outlook for late night talk shows is grim, with ratings only about half of what they were 15 years ago. I remember my students in 2010 vehemently supporting “Team Coco” during Conan O’Brien’s ouster from The Tonight Show, only to admit that none of them actually watched the show, but knew O’Brien entirely from YouTube clips and Twitter. Networks seem to value YouTube hits, but it has never been clear exactly how they are monetized in any substantial way. Taking into account the fragmentation of the post-network era, and the relative interchangeability of this new generation of late night hosts, it seems as though David Letterman’s legacy will be as the last real star of late night television, and, in all likelihood, as one of the last great American broadcasters. If there is a new David Letterman out there, his or her type of comedy will not find a welcome home on network television.

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Why is My Kid Watching That Lady Fondle Eggs? http://blog.commarts.wisc.edu/2014/11/21/why-is-my-kid-watching-that-lady-fondle-eggs/ http://blog.commarts.wisc.edu/2014/11/21/why-is-my-kid-watching-that-lady-fondle-eggs/#comments Fri, 21 Nov 2014 14:52:35 +0000 http://blog.commarts.wisc.edu/?p=25088 ImpreriaToys

If this isn’t as articulate as I’d like, I blame it on both the exhaustion of raising two and a half year old twins and the ethical and emotional struggle I personally experience on this topic daily. Let’s just put my cards on the table. Two and a half years ago I would have spouted forth about how the quantity of age-appropriate(ish) media consumption shouldn’t really be a concern. Like many media scholars, I was a child of television. I did a solid version of binge watching in the context of a 1970s/1980s household without cable, and my feelings about kids and media consumption emerged from a childhood love of The Joker’s Wild, Match Game, and The Brady Bunch and in complete avoidance of actual research. Then I had kids. I now function, like many scholar/parents I’m sure, in an ambiguous space between a belief in the medium I love and a fear of melting the tiny brains of the actual humans for whom I’m responsible. Every morning I try to fight the good fight, when my son wakes up, immediately looks for an iPad, and proclaims “want watch ‘big TV’.” And the struggle continues.

The environment in which I’m raising my tiny 21st century viewers brings the best and the worst that technological advancements have to offer. Along with providing a wealth of totally watchable age-appropriate content, new delivery systems and interfaces instill awful behavioral patterns that transcend mere viewing habits. Although this new media landscape allows haggard parents a tremendous sense of ease with content location and selection—constantly leading my partner and I to wonder how our ancestors or Laura Ingalls Wilder’s parents survived child-rearing sans television—we should also be concerned with what it’s teaching our kids about expectations and task completion.

mashupLike many kids of the 21st century, mine live in a house with cord-cutters. Their electronic media comes primarily in the form of DVDs, cartoons on Hulu and Netflix, or videos on YouTube viewed on an iPad. Unlike their foremothers (well, just the two), they never had to wait for their shows to air. Every time-slot belongs to them. There’s no waiting around for Sesame Street or The Electric Company. They’re never forced to begrudgingly watch Mr. Roger’s Neighborhood because it’s that or Donahue. Daniel Tiger, Rabbids Invasion, and Wild Kratts are never more than a click away. Their “now” and “just what I wanted” style of viewership encourages them to be tiny, impatient content bullies. My twins are exceedingly annoyed with advertisements when watching linear television. FBI warnings on DVDs have enraged them since infancy.  If they can’t watch the episode they want when they want it, they’re incredibly frustrated, and we’re now watching this demand for personalization translate into other activities. Why won’t Target replay “Happy” over their loudspeaker now? Why doesn’t everyone have our applesauce? How dare the radio not know what we want to hear at this second? Our reliance on the ease of contemporary media delivery has only aided them—even more than the previous generation’s DVD players and VCRs—in becoming part of a pushy generation of playlist demanders.

BigUnboxingAside from instilling kids with a high degree of impatience and need for immediate satisfaction and customization—and a belief that these expectations are reasonable—contemporary media has further enabled what was once one of the main evils of children’s entertainment. Far from the days of Congress and the FCC debating the scourge of the program-length commercial (damn you Strawberry Shortcake), YouTube has wrought a range of toy videos that function as nothing short of toddler crack. An entire genre of toy unboxing videos shares with kids the wonders of consumer products (and notably, my kids have an uncanny ability to find them). New York Times Magazine recently addressed this genre in “A Mother’s Journey Through the Unnerving Universe of ‘Unboxing’ Videos,” a piece that details user DisneyCollector’s 90million-plus hits—and potential millions in ad revenue—for a video of her opening plastic eggs to reveal small hidden toys inside. DisneyCollector’s contributions, as well as videos with porn-y underscoring showing manicured hands seductively peeling Play-Doh from plastic eggs and endless videos that show kids playing with toys or toy mash-ups, simultaneously (even if as collateral damage) advertise to the very young and reinforce—through their brevity, inanity, and rewindabilty—both compulsive viewing and a tenuous attention span. My household recently deleted YouTube from some and password protected all of our tablets, as the kids were disappearing and our son shouting, “you stay in there ma!” with the hopes that we would not discover them obsessively watching other “kids” play with toys.

I love the ease of 21st century media and it’s a wonderland for kids. They can hold it in their hands and demand it play at their tiny command. For my two cents, we need to be thinking about how today’s media interactions—not just content—are helping to shape our kids’ interactions outside of the box. I’m not going to take away our TV or iPads—the iPad is, after all, the only way to keep them from puking in the car—but as a parent/scholar, I need to keep my eye on the potential residual behavioral impact of these new forms and increased levels of control. After all, it’s all happening on my watch.

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AT&T’s Branded Entertainment, Present and Past http://blog.commarts.wisc.edu/2014/07/07/atts-branded-entertainment-present-and-past/ http://blog.commarts.wisc.edu/2014/07/07/atts-branded-entertainment-present-and-past/#comments Mon, 07 Jul 2014 13:30:36 +0000 http://blog.commarts.wisc.edu/?p=24230 AT&T’s teen reality program, @summerbreak, is back for a second season. It’s not on TV and if you’re not subscribing to its Twitter, Tumblr, Instagram, or YouTube feeds, or if you’re not already following key social media “influencers” who are “seeding”  material about the summer adventures of a group of Southern Californian teens, you may not have heard of it. AT&T is not concerned about audience members who are over the age of 25. Teens are the targeted audience; why “waste” program exposure on older audiences?

@summerbreak Instagram

Rather than interrupt the program with commercials extolling AT&T’s mobile phone services, @summerbreak simply integrates mobile phone usage into its scenes. The teen performers talk, text, photograph, and take selfies. They use video, Instagram, Twitter, Tumblr, Snapchat, and so on. Not only do they model ideal device usage, they also comment on each other’s usage: “You’re such a social media diva!” exclaims one teen to another who is tweeting their shopping expedition.


All this stands in stark contrast to AT&T’s past branded entertainment programs. From 1940 to 1958 on radio, from 1959 to 1968 on television, The Bell Telephone Hour offered classical music and musical theater performances. AT&T’s film Rehearsal (ca. 1947) simulates the program’s rehearsal process for a live radio performance of excerpts from operas such as Don Giovanni by the Bell Telephone Orchestra and guest singers. As the conductor stops and instructs the orchestra and the director in the control booth prompts the announcers, the film shows the hard work that goes into successful performances of highbrow culture.


However, despite the radical differences in style, content, and substance in AT&T’s branded entertainment past and present, @summerbreak and The Bell Telephone Hour share some goals.

In the past, advertisers assumed that media like radio had direct and powerful effects. They used radio to educate consumers either about products or about a corporation itself, assuming a powerful tool like radio should be used for the public good. In sponsoring programs of classical music, opera, and legitimate theater (instead of popular music, say), some radio advertisers hoped to instill gratitude in audiences and to polish an image of themselves as models of good taste, beneficent patrons, and technological innovators.

Rehearsal Bell Telephone HourIn the middle of the Rehearsal (at about 15:50) an announcer explains how AT&T has improved on long distance communication through a short history, beginning with bonfires on hilltops, proceeding to audion tubes and radio relays, and culminating in a couple’s earnest long distance phone call. Cultural uplift and technological progress dovetail so beautifully we may forget about the corporation’s monopoly profits.

Today, advertisers like AT&T have come to doubt the power of a direct pitch; they believe instead in associational messages and images. AT&T, no longer a paternalistic monopolist, is now only one of many companies competing in emerging media, and its success with youth markets will most likely shape its future. Brands like AT&T no longer use advertising as a business form of “education,” which might alienate their teenage audience. Instead, they seek to integrate their brand messages smoothly and subtly into youth culture.

Nonetheless, @summerbreak arguably retains the overall educational goal of The Bell Telephone Hour: by featuring attractive Southern Californian teens modeling mobile service usage, the program implicitly educates viewers on current cool teen behaviors, lingos, and social media trends. And it retains the goal of association with aspirational culture—not highbrow music but cool teen behavior. AT&T hopes its teen audience feels validated by the representations of cool teens doing cool things with their phones. By reminding teens that AT&T knows teens are cool, AT&T can hope teens will reciprocate the validation and believe AT&T is cool too.

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The Cultural Lives of Doctor Who: “The Night of the Doctor” http://blog.commarts.wisc.edu/2013/11/21/the-cultural-lives-of-doctor-who-the-night-of-the-doctor/ http://blog.commarts.wisc.edu/2013/11/21/the-cultural-lives-of-doctor-who-the-night-of-the-doctor/#comments Thu, 21 Nov 2013 15:00:26 +0000 http://blog.commarts.wisc.edu/?p=22880 The opening scene is familiar to any Who-fan: sparks flying, a ship moments from crashing, the word “Doctor” perking ears up. The companion – ever distressed and female – is unsurprised at the sudden arrival of a mystery man and, quickly quipping, proves herself worthy of traveling with the Doctor. All standard Doctor Who fare – until the T.A.R.D.I.S. comes into view, and the would-be companion pulls away. She would rather defiantly die in an explosion than step aboard the ship of a war-crazed Time Lord.

Paul McGann reprising the role of the Eighth Doctor

Paul McGann reprising the role of the Eighth Doctor, from “The Night of the Doctor”

As Matt Hills points out, “The Day of the Doctor” has relied heavily on social media to establish the importance of this event, so it’s no surprise that showrunner Steven Moffat is making use of YouTube to hype the episode. Yet “The Night of the Doctor” has so much more importance than just setting the stage for what is quite possibly the largest simulcast event the world has seen. Though just under 7-minutes long, this short nonetheless marks an important addition to the Doctor Who universe, answering longstanding questions and shaking up canonical knowledge in one go.

Despite the brevity of his onscreen tenure, the Eighth Doctor lived on for years in the extended Who Universe; he served as the Doctor in the Doctor Who Magazine comic strip for 9 years, appeared in 73 spin-off novels, and is featured in numerous BigFish Production audio dramas. The adventures he’s had and the friendships that have been developed are beloved among fans of the extended universe. Yet, the relevance of these stories to the main television canon has long been in question. So when the Eighth Doctor, facing regeneration, says “Charley, C’rizz, Lucie, Tamsin, Molly… friends, companions I’ve known, I salute you,” he does more than pay tribute to their contribution to his adventures. This line cements the existence of these characters in the official canon of Doctor Who, legitimating years of production work and ensuring that Paul McGann’s addition isn’t just limited to an hour-and-a-half TV movie.

Most obviously, the short illuminates an unknown part of the Doctor’s personal timeline: the circumstances around the Eighth Doctor’s regeneration. It had been previously presumed to lead directly into Christopher Eccleston’s run as the Ninth Doctor, but we see that McGann instead transforms into John Hurt. Hurt’s involvement in “The Day of the Doctor” has been official for awhile. Indeed, he appears at the very end of “The Name of the Doctor,” with the tag “Introducing John Hurt as The Doctor.”

from "The Name of the Doctor"

From “The Name of the Doctor.”

His role, however, was not known for certain, and fan rumors abounded about whether he was a Future or Past Doctor, or an older incarnation of the Eighth Doctor himself. The revelation that he’s an in-between Doctor has disrupted the significantly important numbering system used to differentiate the Doctors – which has, in fact, been used throughout this very article to differentiate Paul McGann’s Doctor from the rest. If McGann was the Eighth Doctor, is Hurt the Ninth? Do all the Doctors move up, so Eccleston is now the Tenth, Tennant is the Eleventh (losing the nice symmetry between ten and Tennant)?

Many fans find this form of retconning disruptive to the core of Doctor Who (though as one fan pointed out to me, can a show about time travel ever really be considered retconned?). Conscious of the disruptive effect, Moffat has addressed the issue in Doctor Who Magazine, issue #467, stating that “He’s very specific, the John Hurt Doctor, that he doesn’t take the name of the Doctor. He doesn’t call himself that. He’s the same Time Lord, the same being as the Doctors either side of him, but he’s the one who says, ‘I’m not the Doctor.’ So the Eleventh Doctor is still the Eleventh Doctor, the Tenth Doctor is still the Tenth…”

war doctor

From “The Night of the Doctor.”

Yet “The Name of the Doctor” specifically introduces Hurt as “The Doctor.” This identification is changed to “The War Doctor” in “The Night of the Doctor,” so perhaps the adjective is enough to preserve the canonical numbering system. Whether or not this change violates the spirit of the Who mythos is still up in the air – and probably won’t come down until after “The Day of the Doctor” airs on November 25th. Keen fans anticipate yet another YouTube release; listings for additional “The Day of the Doctor” material have popped up online, hinting at a soon-to-be-released four-minute video called “The Last Day.” In the meantime, theories abound, and whatever happens on “The Day of the Doctor” is certain to dramatically alter the future – and the past – of Doctor Who.

This is the fourth post in The Cultural Lives of Doctor Who, Antenna’s series commemorating the television franchise’s fiftieth anniversary and its lasting cultural legacy. You can read Matt Hills’ inaugural post about multi-Doctor specials here, Keara Goin’s post about the Doctor’s female companions here, and Derek Kompare’s post about the gaps in the series’ history here. Stay tuned for new posts in the series most every Tuesday throughout the remaining weeks of 2013.

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From Mercury to Mars: War of the Worlds as Residual Radio http://blog.commarts.wisc.edu/2013/08/15/from-mercury-to-mars-war-of-the-worlds-as-residual-radio/ Thu, 15 Aug 2013 11:00:25 +0000 http://blog.commarts.wisc.edu/?p=21361 welleswtower_squareWhen did you first hear The Mercury Theater On the Air‘s (TMTOTA) 1938 production of “The War of the Worlds” (WOTW) for CBS? I first heard about it when watching Woody Allen’s sentimental tribute to the “Golden Age” of radio, Radio Days (1987). In one memorable scene, a man deserts his date and runs from his car when his radio announces a Martian invasion. Here, with only a few months until WOTW’s 75th Anniversary, I want to explore how it is that we are still listening to this radio artifact, and in what ways the continued presence of WOTW is culturally significant.

 

As many scholars have noted, including Michele Hilmes in the recently published Radio’s New Wave (2013), radio has traditionally been considered an ephemeral medium defined by the simultaneity and liveness of broadcasting. Yet, I argue that part of the reason the WOTW broadcast has come to be so famous and notorious is that it has continued to circulate in our culture through discourse, as well as through material artifacts. This repetition shapes the cultural meanings associated with the 1938 production in ways that are different from the immediate cultural impact it had at the time of its original broadcast.

TMTOTA‘s performance of WOTW seems engineered for immediate impact as a sensational Halloween prank intended to shock, and impress critics, listeners, and other radio practitioners as a live program. This intention is implicit in the realism of TMTOTA‘s update of  WOTW’s setting from H.G. Wells’ original Victorian England location to then-present day New Jersey, along with the use of a news bulletin format for the first two-thirds of  WOTW. The infamous panic caused by the broadcast was probably also encouraged by TMTOTA‘s distinction (at the time) as a commercial-free sustaining program; listeners tuning in mid-broadcast might have believed they were listening to news of an actual alien invasion because they did not hear the product placement or reference to sponsors present in most of the other entertainment radio of that era.

The WOTW live broadcast was immediately significant in 1938 in several ways. It made Orson Welles and TMTOTA famous, which enticed Campbell’s Soup into sponsoring TMTOTA (the program became The Campbell Playhouse in December 1938). “War of the Worlds” also became a lightning rod for radio’s supposedly dangerous potential in the public sphere, and it was subsequently studied by the famous Radio Research Project. It also functioned as a way for listeners to make sense of World War II and the fear of invasion by foreign, aka “alien,” enemies.  These meanings are there for us to consider, but as contemporary audiences listen to the original broadcast through multimedia platforms like YouTube, listeners are positioned as temporal tourists of a sort. As the recording plays, audiences are treated to period photographs of Welles performing, as well as the hum and hiss of an older, analog recording, which adds a patina of age that invites listeners to revel in its pastness.

Orson Welles’ assures audiences at the end of WOTW there is no alien invasion, saying this performance  has “no further significance.” This is certainly not the case, as it was absolutely intended to have be immediately culturally significance. Yet, neither CBS, Welles, nor other members of the TMTOTA could have anticipated its longevity within our media culture. Indeed, beyond the film Radio Days, WOTW has become an intertextual marker throughout our media culture to signify moral panic and the duplicity of media audiences, and it has been referenced with pastiche in television shows like Futurama. Indeed, 75 years later, the radio broadcast of “War of the Worlds” has come to be a significant artifact of residual radio, a term which I use rather than the fan term “old time radio” (OTR), although sometimes this term can be useful to define this community of enthusiasts. The term “old time radio” connotes the pastness of these radio recordings, however, building on Raymond Williams’ discussion of dominant, emerging, and residual media, I use the term residual radio to express how radio artifacts transform and change over time.

Like other recordings of radio from the first half of the 20th Century, WOTW was produced at a time when radio was considered the dominant form of domestic entertainment. The WOTW broadcast and subsequent overwhelming reaction emphasize the dominance of radio entertainment in the 1930s, a presence intended within WOTW’s original commercial network radio production culture. I argue that its lingering presence in our media culture is, conversely, residual: it continues to be present within media culture despite the indifference or neglect of the dominant media industry that originally produced it. Contemporary interest in WOTW is perpetuated by radio enthusiasts, historians, and others long after any profit imperative exists for CBS. This is made possible by several factors, the least of which is the preservation and availability of WOTW’s live broadcast on lacquer transcription discs, which have been used to distribute it as a material artifact for listeners, scholars, and radio producers to rebroadcast it.

WotWLP The 1938 WOTW radio broadcast was first commercially released in 1968 by the Longines Symphonette Society (LSS) as a vinyl LP. It had been electronically rechanneled to simulate stereo from the original transcription discs. This was part of LSS’s larger project of selling compilations of radio drama, along with other labels which were also selling OTR compilations in the late 1960s, such as Nostalgia Lane or Golden Age Records. As Derek Kompare has argued about TV DVDs, selling radio programs as discrete objects changes our interactions with them; they become something collectible, and for radio drama, they become a marker of their residuality in our culture through the nostalgic paratexts (such as packaging) that often accompany them. This 1968 release occurs during what I would call the first wave of nostalgia following the end of radio drama’s institutional presence on network radio in 1962.  WOTW was released as a cassette tape by Metacom as part of their Radio Reruns cassette series in 1977, which I think marks another moment when we see a cultural revival of radio drama occuring shortly after CBS’ began producing CBS Mystery Theater in 1974, which was a radio anthology series that showcased science fiction and horror radio drama similar to that of The Whistler or Inner Sanctum Mysteries, and the syndication of classic radio productions from the commercial network radio by local radio broadcasters, such as KNX 1070 in Los Angeles. The continued presence of radio drama, either from the classic network era or in the style of old radio drama, demonstrates the continued interest and engagement with radio drama by audiences.

Screen Shot 2013-08-14 at 11.43.13 AMWOTW’s notoriety is obviously explicitly a result of the attention the mainstream media gave it at the time, as well as the fame and success that followed Orson Welles ascendance in film, and subsequently, his position in the critical and academic canon of auteurs.  However, WOTW’s circulation through LP, cassette, rebroadcast, and mp3 also implicitly shapes how people look back at this time in entertainment history, while also allowing this recording to become an object of fetishism and desire.

Today, WOTW is available to purchase as an mp3 on iTunes, Amazon, and other sites that offer radio files from a bygone time. This technology allows us to pause, rewind, and play WOTW while surrounded by its paratexts, whether it be the album cover showcasing newspaper headlines from the time, or links in the side bar to YouTube videos of Orson Welles apologizing to the press for scaring listeners at home. The circulation of the WOTW radio broadcast encourages a contemporary spectatorship in which WOTW is not only a sensational or thrilling drama, but also a nostalgic and familiar object whose different material incarnations are sold to collectors on Ebay, and whose minor details are debated by fans online. This forum, for instance, is composed of fans that were born long after the original broadcast and yet still debate why people tuned into the WOTW original broadcasts late and missed the disclaimer that it was a fictional program. These debates, and others, point to WOTW’s function in the everyday life of listeners who engage with residual radio.  As Cornel Sandvoss has argued about other fan behavior, this artifact and its cultural meanings become a mirror for fans.  It can be a symbol of their superior knowledge of history, of their taste in quality programming, or their engagement with Orson Welles’ celebrity across media platforms. And in this way, it gives us a case study to consider how broadcast media continues to circulate in our culture long after its initial distribution over the airwaves, and how it comes to have different meanings for listeners across time and space.

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What Are You Missing? May 12 – May 25 http://blog.commarts.wisc.edu/2013/05/26/what-are-you-missing-may-12-may-25/ Sun, 26 May 2013 13:00:50 +0000 http://blog.commarts.wisc.edu/?p=19934 Star_Trek_Into_Darkness_351) Star Trek finally found its way to theater screens on May 16, pulling in $13.5M domestically while gearing up for a big weekend that ultimately failed to meet expectations at the box office. That’s unfortunate, I suppose, but it’s hardly what you’re here to read. If JJ Abrams is worried about the low-ish take, maybe it’s because he had far grander plans for the property. If you’re still a little confused about the CBS/Paramount/Bad Robot stand-off, this short lecture should clear things up. Look for the Star Trek flamethrower just in time for the Fourth… And what’s Star Trek without the fans? Are you fan enough? Do you know why Starfleet Command is headquartered in San Francisco? Do you speak Klingon? Do you know why the reboots don’t measure up? Are you aware of just how close we are to Warp 1 (despite the stupidity of that headline)? Kirk or Picard? (Or Pike?) (It’s Kirk, and I have a compelling argument, if you’re willing to get into it in the comments…) And, because it happened, the Empire threw down with the Doctor.

2) I was wrong about “NeXtBox,” but at least the “Xbox 720” people were wrong, too. The Xbox One is coming, and word on the street is it wants to replace everything hooked up to your TV someday, or at least before Apple can. While that’s been Microsoft’s goal for some time now, don’t expect changing the device to change the service. If you’re like me, though, it’s still primarily about the games, so don’t trade in your 360. If you’re even more like me, it’s also about committing yourself to one brand over another, even if you own multiple systems per generation. Back in the day, I was a Sony person, thanks to Kojima-san and company. (That theme still gets me riled up…) Look for a gritty, futuristic War Horse reboot for the new home entertainment system (or not). And, because it can’t be stressed enough, won’t someone please think of the archivists?!

3) A few bits of news from the world of apps caught my eye since the last post, making me wish that I owned a smartphone. (App-arently – anyone? – I’m not contributing to the elimination of the Digital Divide.) First, everyone makes apps for iOS, even you (but not me). What’s available these days? Well, you can watch ABC and be counted at the same time. Or you could tell secrets to strangers. Or you could get your carefully considered drink on. Or…you could scare yourself silly incrementally. (Narratologists, take note.) Just trying to keep up with the latest thing? This little trick might help you out. It’s not enough to have the app, though; you’ve got to use it! For example, you, too, can be a Vine auteur with the right idea and a little attention to detail. And, in case you’re keeping track of how they’re keeping track, here’s a little information about how downloads get counted. Maybe someday I’ll be a statistic …

4) Johnny Lawmaker turned his eye on a few media giants over taxes since the last post. Apple CEO Tim Cook defended his company’s accounting practices on Capitol Hill. Elsewhere, Cook played up Apple’s plans to bring some of its manufacturing back stateside, which may or may not turn out to be a long-term commitment. Google suffered a drubbing from government officials across the pond and responded, “You make the rules, not us.” (I’m paraphrasing.) And because I don’t want Microsoft to feel neglected, I’ll pass along this story, too.

5) Back in the States, Google was making litigious eyes at Microsoft over the latter’s YouTube app for Windows Phone, which prevents advertising from standing between you and a chimpanzee riding on a segway, the dapper monkey, and Muppet Show bloopers. Microsoft had a cheeky response ready, but eventually the two companies made nice. Speaking of litigation and YouTube, no luck for copyright holders looking for a class action suit against the site. Oh, and happy birthday, YouTube!

6) While governments are trying to keep media and tech companies honest, the White House is dealing with some recent bad press (too easy?), which got me thinking about who’s watching whom and how. (It’s Ozymandias, using his supercomputer.) The New Yorker launched Strongbox and made the software (developed by the late Aaron Swartz) available to other news organizations. A Congressional caucus working on issues of privacy had some questions about Google Glass, and Google had preliminary answers. Meanwhile, the CIA continues to just act natural, the Aussies experiment with web censorship, South Africa finds another peaceful use for drones, and I’m eagerly anticipating 2015. To quote Ron Swanson: “It’s a whole new meat delivery system.”

7) In the span of two weeks, it became impossible to avoid hearing about Yahoo’s intentions to acquire Tumblr, speculation ran its course, the deal became official, and the analysis  began. $1.1B is a lot of money, and I hope Yahoo gets what it thinks it’s paying for. It’s definitely getting what it knows it’s paying for.

8) Cable providers are circling Hulu. First it was Time Warner, then it was DirecTV, along with Amazon, Yahoo, Chernin Group, and Guggenheim Partners, which also happened to be advising Hulu’s owners about a possible sale as far back as mid-April. All of this reporting and speculation is incredibly premature, though, but isn’t it fun?

9) Speaking of TV, did you know there’s a renaissance on? If you’re feeling sluggish, perhaps this’ll anger up the blood: “Conformist, passive and disengaged was the traditional spectator – proactive, inquiring and interventionist is the new spectator.” Sorry… no more of that. What has been on many minds is binge-viewing. Don’t trip over the buzzwords sure to follow that discussion. “Hyperserial,” for example. And don’t forget the classics! Before there was Walter White, there were Pauline, Elaine, and Helen! Reboots all around, say I! Get ready for the PSAs, too: “When you binge, you’re not just hurting yourself.”

10) Speaking of binge viewing, as I write the final countdown has begun. Vodka rocks and toast all around! (Just like Tobias.) E-books continue to gain on real books, but (IMHO), sleek is not as sexy. Choose your poison to match the contents of your book/media shelves. Disney’s temporary insanity may have ended. The newest member of Wyld Stallyns has revealed herself. And physics continues to be awesome!

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What Are You Missing? Apr 28 – May 11 http://blog.commarts.wisc.edu/2013/05/12/what-are-you-missing-apr-28-may-11/ Sun, 12 May 2013 13:05:45 +0000 http://blog.commarts.wisc.edu/?p=19866 WAYM-Iron Man 3Ten (or more) media industry news items you might have missed recently:

1) This installment starts with news that that I’m sure no one missed. Iron Man 3 made its worldwide debut, but all eyes were on China, which put up a respectable $21.5 million on opening day. In North America, our $68.3 million opening day brought IR3 within striking distance of a half-billion dollar box office after less than two weeks of release. Keeping all of that in mind, can you really blame RDJ?  But life’s not all about the Benjamins, friends. Apparently, Tony Stark is doing good business (“business”?) among pirates, who elevated IR3 to #3 on TorrentFreak’s list of the most illegally downloaded films. Haven’t seen the movie yet? Here are some other ways to enjoy the atmosphere: becoming Iron Man, keeping up with Robert Downey, Jr., on Sina Weibo, or basking in RDJ’s charisma.

2) Speculation about NeXtBox – can we make this a thing? – is picking up ahead of a launch event set for May 21. Exact details about the release date, price, and specs are yet to be revealed, but as I get on in years, I find what matters most is that I be allowed — encouraged even — to play alone. What do we know about NeXtBox? Well, apparently it supports a projector system capable of making you wish that you didn’t have so much furniture. Don’t invest in a blank wall yet, however; Illumiroom may not be ready for Microsoft’s next-gen rollout. If you’re not on Team Microsoft, there’s always the PS4 to look forward to.

3) The future is arriving at the speed of time, and next-gen gaming systems are just the start. San Francisco played host last week to the first NeuroGaming Conference and Expo, where “ineluctable modality” was just a string of cool-sounding syllables. Commercial potential for games that track player heart rate, brain waves, pupil dilation, and a host of other physiological data is still slight, but Google Glass may help start-ups find a direction. We all saw Strange Days, right? Less pie-in-the-sky are developments in controller design. Thalmic Labs’ Myo promises “effortless interaction,” bringing us all one step closer to living out our childhood fantasies or five steps closer to saying, “Remember when…?” Also, this exists.

4) Let’s pretend this is a surprise. Google Glass is coming, presumably for people more interesting than myself, and some of the source code has been released, so developers have been put on notice. What are the possibilities? Where to start: wink-based photography, making Vine videos, making and uploading YouTube videos, ARG gaming (a covert valorization of early adoption?), Facebooking, and updating your software. But it’s not all sunshine and rainbows; get a head start on worrying about surveillance, privacy, basic social interactions, keeping expectations realistic, and not looking like a jerk. And you don’t have to be excited about the tech itself to enjoy the ad campaign. White Men Wearing Google Glass has made a game of tracking down the instrument’s target demographic. So far, though, I’m most concerned about a different set of would-be users. Finally, I’m going on record. Google Glass is still only playing second-fiddle. The Large Hadron Collider (or any particle accelerator) exists; for the rest of us, there’s Google Glass.

5) First, some context: The Syrian Electronic Army has been around the digital block a few times, becoming something of a nuisance for high-profile critics of the Assad regime. The group’s latest target was The Onion Twitter account, where it posted a number of pro-Assad and anti-Semitic tweets just because they couldn’t take a joke. The Onion responded as you’d expect: one news story poking humor at the hack and another announcing tighter security. (When connectivity is a weapon, I feel compelled to point out that feelings of levity should be brief. See the end of the WaPo story for evidence.)

6) How are things at DreamWorks? Awesomeness abounds.  It’s overflowing even, so they’ve sent some to China. But is ‘awesome’ for DreamWorks ‘awesome’ for everyone? It may be for a selection of YouTube content providers. Subscription channels are coming. Big Bird may be involved, but WWE isn’t biting (for now?).  As much as things change, other things remain the same…unless this happens. That would be a fairly significant development.

7) Netflix’s streaming service lost almost 1,000 titles on May 1. Users and the media took to calling the event Streamageddon, but I was partial to Apocaflix. Netflix (see, it’s right there in the name!) has begun testing new layouts, which makes me wonder if Facebook has conditioned us to complain. Then again, Netflix has its competitors to think about, and they do seem to be cropping up. If the market gets tight, there’s always money in the banana stand.

8) A smattering of stories about trademarks and copyrights… Instagram has the dubious honor of having its name informally tacked to recent British copyright legislation. Do you think Warner Bros. performed a “diligent search” before being sued for its unauthorized use of Keyboard Cat and Nyan Cat? Barry Diller is calling broadcasters’ bluffs over Aereo, and Fox is doing its best Shredder impression, claiming the court battles are just beginning. For what it’s worth, Aereo is taking steps to keep that from being the case. Also, who has the heart to argue with Harper Lee? If Gregory Peck were still around, I bet he’d get involved.

9) What’s killing cinema? Steven Soderbergh has the answer. “[F]ive and a half hours of mayhem,” you say? It sounds so Shakespearean, but I expect it signifies more than nothing. Don’t worry about Soderbergh, though, he’s got a Plan B, available for your enjoyment here.

10) What else is there to talk about? Rest in peace, George Jones, Deanna Durbin, and Ray Harryhausen. In case you’re unfamiliar with any of them, here’s the greatest country song of all time (by some accounts), an appreciation and analysis of fan appreciation for Durbin, and a primer on Harryhausen’s work. (The pay wall won’t block the videos, so click on through!) Ender’s Game is on the way. To my father’s great shame, I’ve never read it. As for Mr. Card, he depresses me too much to make a joke. Star Wars day happened. Nielsen says welcome to the family. And get ready for some AIP remakes!

11) What?! That’s right. ELEVEN! One extra for the art and science that caught my eye. Here’s a stop-motion movie using atoms as pixels, meaning there’s at least one digital format with resolution superior to 35mm film. Roger probably would have stood his ground on this one. I know people who actively change the typeface of their handwriting every few years. Earth driving is easy. The mysteries of the cosmos are out there to be discovered, but don’t forget that people can be pretty gosh darn cool, too.

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What Are You Missing? Feb 17-March 2 http://blog.commarts.wisc.edu/2013/03/03/what-are-you-missing-feb-17-march-2/ Sun, 03 Mar 2013 15:25:22 +0000 http://blog.commarts.wisc.edu/?p=18806 Dual-Shock-4_contentfullwidthTen (or more) media news items you might have missed recently:

1) Over 6 years after their last console release, Sony announced their latest gaming console, the PlayStation 4. While they did not reveal what it would look like, they did detail its functioning, new controller, hardware specs, and user interface. The system will include iOS and android apps to enhance the gaming experience.

2) The Academy Awards, or rather the Oscars, took place on February 24th. Six of the films nominated for Best Picture had earned over $100 million at the box office, making it the most commercially successful group of nominees to date. In the documentary short category, Inocente became the first Kickstarter-funded film to win an Oscar. The big news of the night became Seth MacFarlane’s hosting, which elicited a lot of criticism and sparked discussions about Hollywood’s potential sexism and racism. The Academy stood behind MacFarlane’s performance, and in fact this year’s Oscar ceremony showed increased viewership, especially in key younger audiences (which had been a concern for the producers). MacFarlane was not the only one in trouble on Oscar night, as The Onion faced an intense reaction towards a tweet, for which they offered a rare apology (And for anyone who is wondering how Ted came to life at the Oscars, here’s how!). The Independent Spirit Awards, which honor independent films, also took place last weekend.  Silver Linings Playbook came away the big winner, irking some people because the film’s $21-million budget technically put it outside of the classification for “indie film.”

3) Although they won an Oscar for visual effects for their work on Life of Pi, Rhythm & Hues filed for bankruptcy last week. They were cut off from discussing the plight of the industry in their acceptance speech, which upset many visual effects workers. Visual effects artists are protesting the layoffs and bankruptcies their industry is facing using any outlet they can, including social media and open letters (including a second one to Ang Lee).

4) New copyright alert system is launched by the film, TV, and music industries. The warning system gives people six strikes before they begin enforcing consequencesSony has also developed a patent that would be able to distinguish between piracy activities and legal downloads. Internationally, France is also looking at increasing their (already very strict) anti-piracy laws. Thinking of piracy, how much does “free” music actually cost to artists involved?

5) For the first time in 12 years, music sales grow a small but symbolically important amount. In other music news, Billboard is beginning to include YouTube plays of a song in their formulation of their “Hot 100 List.” This change will allow YouTube hits like “Harlem Shake” to boost their stats. Most of YouTube’s top channels are music-based, suggesting the importance of this connection. Google is considering getting into the streaming music business. Pandora has put a limit on free listening, citing increased royalty fees as the reason, and Spotify is meeting with the record industry to ask for price breaks on royalties.

6) The 2013 box office totals are off to a slow start, 13% behind last year, and Jack the Giant Slayer opened to a disappointing $20-30 million. After taking a big loss on Rise of the Guardians, DreamWorks is forced to lay off 350 employees. The news is not all bad though, as Oz the Great and Powerful debuted with $75 million and The Hobbit closes in on $1 billion worldwide. In other movie news, Hollywood plans to cut back on sex and violence? And Regal Entertainment gets even bigger by buying Hollywood theaters.

7) In the publishing world, New York Times plans to sell Boston Globe. Variety announced they are making big changes–dropping their daily print editions, eliminating their paywall, and adding three new editors in chiefTim O’Brien, The Huffington Post‘s executive editor, has decided to leave.  Reader’s Digest files for Chapter 11 bankruptcy. And are digital book signings the way of the future?

8) Numerous companies are reporting hackers entering their systems, including Twitter, Tumblr, Pinterest, NBC.com, Apple, Microsoft, and Facebook (no user data was taken; but if it is compromised in the future, how would Facebook recover?).

9) In TV news, it’s pilot season! ABC is developing a miniseries How to Survive a Plague, based on the Academy Award-nominated documentary about the continuing AIDS crisis. A&E hit a record number of viewers for their reality series Duck Dynasty. Nielsen ratings are changing to reflect the new ways that people access television. Kaley Cuoco of CBS’s The Big Bang Theory tweets positively about Dish Network’s Hopper, though CBS is in the process of suing them. AMC fought with Dish about licensing fees, and AMC’s fourth quarter profits took a hit as a result. The FCC is being pushed to modify the current standards of TV product disclosure to create more transparency with regard to show sponsorship. Cablevision, with the support of Time Warner Cable and DirecTV, filed an antitrust lawsuit against Viacom, claiming that they practice illegal block booking of stations (an accusation that Viacom leveled at John Malone 20 years ago).  The lawsuit could lead to people being able to more selectively sign up for channels, only paying for the ones they want.

10) In other miscellaneous news: Clive Davis comes out as bisexual. Girls Gone Wild files for bankruptcy. And future technologies–the iWatch? Transparent Smartphones? A computer that never crashes? Or what about touchscreen T-shirts?

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WWE vs. Glenn Beck: Potshots to Publicity, Controversy to Cash http://blog.commarts.wisc.edu/2013/02/28/wwe-vs-glenn-beck-potshots-to-publicity-controversy-to-cash/ Thu, 28 Feb 2013 14:00:46 +0000 http://blog.commarts.wisc.edu/?p=18679

WWE recently debuted a new character named Zeb Colter, a Vietnam veteran with a particularly negative view of the current direction of “his country,” complete with racist undertones and far-right political views. Thrust into the spotlight as the manager of wrestler Jack Swagger, the duo quickly gained infamy and raised the ire of Tea Party conservatives who believed they were being villainized, eventually finding their way into the crosshairs of conservative uber-pundit Glenn Beck. Suddenly, the fighting spilled outside the ring and became a major news story for both sides, covered by The Hollywood ReporterABC News, and CNN.

While the issue is ostensibly about the negative portrayal of a certain politically-minded group in this country, Glenn Beck and especially WWE have taken advantage of the situation not for political gains, but for the oldest reason in media: publicity. While WWE is no stranger to complaints for its sometimes controversial, violent, and objectifying content, they rarely provide a direct response. More often, they skirt the issue by touting their various positive outreach outside their television programs, with efforts like the anti-bullying Be A Star Campaign, their WrestleMania Reading Challenge, and Superstar John Cena’s 300 plus Make-A-Wish wishes. But in this particular instance, WWE saw a perfect window to not only respond to this criticism, but gain more attention at the same time. They did so with the following video, released on their official YouTube page:

WWE’s response is, like most of their work, over-the-top, direct, and begging for attention. The video begins with a standard WWE-style ‘promo’ where Zeb and Jack run down illegal immigrants, non-English speakers, and World Heavyweight Champion Alberto Del Rio for his Mexican heritage. About one and a half minutes in, however, the characters break the fourth wall, revealing they are standing in front of a green screen with professional lighting and cameras surrounding them. Even more out of character, literally, both men reveal their true names (Wayne Keown and Jake Hager) while emphasizing their nature as entertainers and their role as antagonists in the current story WWE is telling.

What is phenomenal about this presentation from WWE is a complete break in standard operating procedure for the company. For years, WWE has generally insisted upon its performers staying in character during media appearances, sometimes extending into their personal lives as well, as was the case when Serena Deeb was released in 2010 for (allegedly) drinking in public while the character she was portraying was meant to be living a ‘straight-edge,’ alcohol-free lifestyle. What would make WWE change this policy in such a sharp direction, not only allowing performers to break character but officially having them do so?

Glenn-beckThe answer is, you guessed it, publicity. As I mentioned before, when Breitbart and Glenn Beck originally reacted to the storyline and characters, WWE suddenly saw more mainstream media attention than usual. It didn’t matter what people were saying about the WWE, it only mattered people were suddenly looking in their direction. And with their flagship show WrestleMania just one month away, the extra eyes could not come at a more opportune time. Even before this fight broke out, WWE had been positioning itself strategically to bring in more casual and unconverted fans, resigning Dwayne “The Rock” Johnson and making him the new WWE Champion as well as announcing a partnership with Paramount to help promote two of their upcoming releases, both of which, of course, star The Rock. And just this past Monday, they announced Donald Trump as the newest ‘celebrity member’ of their WWE Hall of Fame.

Clearly, WWE saw the increased attention as another opportunity to build buzz during the most crucial time of their year. This is made clear in the video, as Wayne and Jake (now out of character) take the opportunity to promote WWE’s success and PG nature. Although responding to Glenn Beck, they find a way to slip in nuggets of information that sound meant for an investor’s meeting: 14 million US fans, broadcasting in 145 countries, a desirably audience that’s 20% Hispanic, 22% African-American, 35% female, and covers a variety of age groups, oh, and the #1 show on USA Network. Phew. But that’s not all! After comparing themselves to hit shows like Glee and NCIS, WWE takes a shot at primetime television, touting their PG rating by mentioning they do not depict murder, rape, or gun violence.

In the end, WWE extends a challenge to Glenn Beck, offering him five minutes of unedited time on Monday Night Raw to offer a rebuttal. Beck’s response: “Unfortunately, I am currently booked doing anything else.” While seemingly ending the grudge, WWE wouldn’t let a “no” from Beck stop them from keeping the feud going, mocking Beck on this past Monday’s Raw to yet more media coverage, even posting a video of their own Michael Cole trying to get an interview with Beck at Glenn Beck Studios.

For WWE, the extremely rare moment of ‘truth’ and peek behind the curtain offered in these videos were well worth it. The larger controversy they’ve generated with the Tea Party is exactly what they wished for, and the video gave them a chance to not only fend off attacks from a powerful political segment, but gain more mainstream publicity and an outlet for corporate promotional content. As the title of wrestling promoter and former WWE rival Eric Bischoff’s best-selling autobiography says: controversy creates cash.

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