According to Todd Gitlin, there are eight strategies we use to
navigate the ceaseless flood of media.
The Fan develops a visceral, emotional attachment to certain
genres or celebrities. This attachment requires a choice
(I'll pay attention to New Wave and ignore folk music),
and it leads to membership in a community of connoisseurs,
or believers.
Where the fan works by affirmation, the Content Critic works
by aversion. He is on the lookout for all the crappy songs
and biased news, all the ways in which the media fail politically
and aesthetically. If the content of the media could somehow
be improved, the world would too.
The Paranoid believes that They are programming Us.
Television (the usual culprit) is an addiction, a hypnotic agent.
If we are at a loss, drifting or suffering, it must be because
They – the Government, the Liberal Media, the Media Monopoly,
the Zionist Occupation Government – are pushing the buttons.
Though it is extreme, paranoia is a warped version of
legitimate fear.
The Exhibitionist glories in media exposure – the cast of
MTV's The Real World, the painted spectators holding NBC signs
at sports s, those who broadcast their intimate lives
via 24/7 webcam. Commanding the attention of spectators,
the exhibitionist achieves some exemption from the anonymity
of the torrent, some power apparently without risk. But
because this power is risk-free, it is trivial.
The Ironist knows that media are nothing but weightless
contrivances, so she surfs with ease and without commitment,
amused and amused to be amused. She can enjoy the spectacle
on two levels – as a faux-naïve fan (who always liked the smile
of that faded star) and as a knowing insider (who knows that
the faded star started touring again because she was broke).
The media have adopted, or co-opted, the ironist's style, with
the glorification of kitsch and ads that wink knowingly while
they continue their pitch.
The Culture Jammer, like the critic, believes that images are
power. The difference is that he will directly attack those
images, defacing or refacing them. In order to redistribute
power he's an active transmitter rather than a passive receiver.
Whether he's hacking into a corporate site or unfurling
anti-consumer banners in the Mall of America, offense
has become the jammer's defense.
Because the media are politically pacifying, life-throttling,
mind-sapping, even physically damaging, the Abolitionist
refuses to accept their existence as a good argument for
their continued existence. Only one valid question about
the media torrent remains: How do you launch the revolution
to dry it up?
The Secessionist knows that media steal our time, and
therefore our lives and human capacities. Because the media
are beyond reform, she does not bother to displace, jam,
supplement, or critique them. She rations television, planning
one day to get rid of it, and abstains from cell phones and
e-mail whenever possible. She knows how the media can
seduce if you let your guard down.
Read more in
Media Unlimited: How the Torrent of Images and Sounds
Overwhelms Our Lives, by Todd Gitlin. (Metropolitan Books, 2002).
Gitlin is a professor of culture, journalism and sociology at New York University.
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