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Underpinning the paradoxes in the artistic fields of MySpace: the problematization of values and popularity in convergence cultureRutgers University, USA, hiesun{at}eden.rutgers.edu With the rise of participatory culture, social networking sites such as MySpace (www.myspace.com) provide a new outlet for the works of independent artists. The operation of participatory media is not autonomous because the opportunity of intersection with the mainstream media exists, hence the term 'convergence culture' coined by Henry Jenkins. Nonetheless, the critical question for this article pertains to the role of participatory media in consecrating artworks: are independent artists using participatory media simply to have their work viewed, or are they seeking mainstream media exposure? Does the mere act of gaining access to mainstream media result in the consecration of an artwork? How do musician labor on this site to gain value and legitimacy? Overall, this article argues that the blind valorization of the medium itself may inspire an indifferent attitude toward the underlying problems connected with the differing sets of values being negotiated in the participatory media.
Key Words: affects • affective labor • collective intelligence • convergence culture • immaterial labor • MySpace • network culture • social networking • values
New Media & Society, Vol. 11, No. 1-2,
179-198 (2009) |
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