The discussion centers around how the interaction of people , who are spread in different temporal and spatial dimension represent something new that can be studied. The Mediated culture with the infrastructure provided by web 2.0, RSS and XML , the environment has drastically changed creat
ing multi directional access to any information and constructed realities. The Advancement in technology gave de-hegemonised and decentralized the power for being the potential producer of any genre of video. The Platform provided by youtube, Vimeo, Flikr, Dailymotion and several other on-line video platforms are immensely changing the kind of videos that are being uploaded, the quality and quality of the video is another aspect altogether but the most interesting criteria is about the thinning line between producer who has certain “traditional” and “organic” power which are negated by new discourse of thinning the barrier. The question of power and control become central to the new dimensions. The new imbalances in the hegemony is supposedly posing a threat to the essentialist viewpoints because the “Internet Savvy” new generation producer can do counter the established practices. The Audience of the new generation producer consumer dialectics are not passive and docile entities, they have taste and preference and access to technology. It pose a big challenge. Firstly they are seen as active audience . The intertextuality( Bird, 1992) are the paradigmatic shifts in the way the audience are able to be a part of the , larger discourse. How the mass media is utilized. The producer / produsage comes into play when we analyze the preconditions that make these ventures a reality.The emergence cloud computing , open source software and massively multiuser platforms have changed the way in which people interact and group .
Jenkins’s equation of produsage as an overdetermined dialectics shows the reciprocity of the way in which both discourses are looked into . How the participants formulates the why in which something is understood.I think the problem lies when the power to create a certain discourse is decentralized and the question of legitimacy, authorship, privacy and reliability forms a convoluted whole to the face of a new type of discourse. The Fandom, the Fan base , these are subscribers who have been given put under a particular spell of valorization which causes the extremely active ones among the fans to actively engage in promoting the idea and sale behind the it. This is a way of cultural reproduction, where the ideal is to interpellate and excite more potential audiences. The idea behind Internet activism, armchair activism are presumably offshoot of this trend. But from an academic point of view , the positive part about this massive participation is about how large number of people becomes the part of this network and contribute to knowledge creation. According to Costello and Moore(2007)’ on line fan communities have the potential to produce unified centers of resistance to influence the global industries of cultural production’ The massive You tube subscriber fan base , commentary and video responses are few part of this discourse. There is always a counter moves against the established , by promoting and demoting a film or art piece the show their united prowess.
Ridly Scott and Scott free productions are pioneers in the realm of extraordinary film making. With numerous benchmark films and creating cult genre’s Ridley Scott also produced Kevin Macdonald directed film called Life in a Day, which was a like a massive filmmakers conglomeration spread across the world trying to come up a film about the world in a multi linear world, more like the idea of statistical normal distribution being recorded .However there is an over determination of the everyday life of the individual although the individual is not the part of the massive exhibitionism. Yet the film is about certain exhibitionism. The point approaching it from a non exhibitionist point of view, the film is an excellent piece of group work. The scripts were not for a single protagonist. It was a Geo-spatially rooted and chronologically arranged sequence of many events shot by the film-makers themselves about their surroundings. To conclude one can say that , with the intermeshing of the world into a single unified and connected system would give rise to new forms of art , communication and media . And for an anthropologist dealing with this de-territoriatialized Group will be a challenging.