ARTS1091 Week 1

When I attempt to piece together the definition of media ‘events’, often examples related to viral videos and campaigns arise in my mind. In order for me to reflect on the lecture material, I am going to summarize the meaning of this idea, events.

In order to understand media ‘events’, there is a need to understand the interrelation between media ‘events’, media change and media, cultural and social change. Media ‘events’ occur due to the cultural and social change in the way people use technology and their values. There are subtle changes that we often do not recognise and is often only understood only on the surface. These ‘events’ often have a beginning and an end. Therefore signifies that they are not permanent. 3D printing and Occupy Wall Street are examples of such media ‘events’

As Couldry et al (p 2, 2010) explains that media ‘events’ have three levels; syntactic, semantic and pragmatic. In regards to the syntactic level, media ‘events’ are  the ‘interruptions of routine’ in which are live, pre-planned and organised outside the media. Semantic level includes, ceremonial and and message of reconciliation. The last level, enabling large audiences to view events in a festive style.

Kony 2012 is an example of the syntactic level of media ‘events’ which is a pre-planned marketing technique. During the temporary popularity, it was able to get world-wide recognition and attention.

  • Kony 2012 – During the explosive period in which the video of Kony 2012 went viral, the cultural and social values have definitely altered. Although many of the teenagers are defined as egotistical and self centred in regards to the Gen Y, a lot of teenagers felt compassionate towards this campaign. Although a lot have argued that it may not be as sincere as the video may portray it to be, this media ‘event’ even populated Facebook and Twitter feeds. A lot of news channels had commented on this video as a phenomenon that had become viral with just 48 hours of contact with social media. This viral video and campaign may not be seen as a media ‘event’. However, it has reinforced the new idea of campaigning. This campaign was an event as it had an amazing beginning and definite decline in its end due to the scandals with the director and chairman of Kony 2012. This ‘event’ also reinforced the power of the social media and the change in the human online activity.
  • If you want to refresh your memory, I’ve embed the video just below. 

Likewise with the Tohoku earthquake in Japan which was viewed worldwide on TV, due to the technology that gives us to power to record live and allow us to experience tragedies second hand. This media ‘event’ is an example of pragmatic ‘events’. This disaster had worldwide coverage from many different countries. It is similar to the 3/11 event in which it enabled us to view these tragedies on TV. The Tohoku incident gives us a broader perspective and also reinforces this idea of public journalism. These events have been a mediated representation through these mediums.

These media events reflect a cultural and social change of what is important to individuals now. It also reflects the changes to real events that have been mediated by our technology


Click to access p715.pdf

Couldry N, Hepp A, Krotz F, p 2-6, 2010, Media Events in a Global Age, Routledge, USA


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s