Does the title sound familiar to you? It is coined from Beyonce's All The Single Ladies which surprisingly became popular amongst young children namely babies and toddlers as highlighted in http://www.time.com/time/nation/article/0,8599,1929777,00.html. Apparently, the music video which can be watched in many forms of the media like the television and the internet is well-received by babies. Many would not think that babies would get attracted to such media because firstly, Beyonce's music is meant generally for the youths and the middle-aged group and secondly, people would associate babies' form of entertainment to for instance Hi-5, The Wiggles or Sesame Street.
Since the music video became popular with babies, it can be said that not only does the video serve its entertainment purpose, it is also educational when it comes to how babies respond to and socialise with the video (including all the elements in it like the high-contrast colours) in what is termed cultural transmission. It is quite surprising that the music video managed to clinch the Best Song award at Nickelodeon Kids' Choice Award.
The function of the music video is almost purely for entertainment. It provides viewers with enjoyment and gratification that allows viewers to sit back, unwind and just enjoy the show. It also arouses the audiences' emotions; whether the audience feels a sense of joy or excitement etc. when watching the video. The song is definitely addictive especially for babies out there, moving and grooving to Beyonce's cool dance moves.
Entertainment is not only the function of the music video. It is also pretty weird how the video is a form of cultural transmission in the sense that it is quite educational for babies who love the "good rhythm and repetition" as mentioned in the article and that the video allows babies to interact with the music by providing "visual and aural stimulation" as stated in the article.
Beyonce's music video is only an example of a form of media which has its inevitable functions. Entertainment and cultural transmissions are just two of four main media functions. Surveillance and correlation are the other two functions of the media. Surveillance refers to the gathering and disseminating of data to receivers. Correlation means the analysis and evaluation of information in which besides telling receivers about facts, the media also interprets and examine critically about issues in the world.
Receivers form a relationship with the media (the source), and this is the basis of mass communication, which is just like any other form of communication. In relation to Beyonce's music video, one can see how the relationship between the receiver and the media goes like. As for babies out there, hopefully they would continue to have fun dancing to Beyonce's All The Single Ladies.
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It's a scary thought to think that media have such a strong foothold on influencing us, even right before we're born (the Mozart-music-make-your-baby-smart-thing)!
ReplyDeleteIn my opinion, media was the main culprit of creating this "shared culture" all around the world.
the media is a powerful connector.a very reliable medium to convey a certain message or idea from one to the other.
ReplyDeleteTo thetonguegetssharper:
ReplyDeleteHey. The ubiquity of the media is definitely one of the reasons the "shared culture" exists around the globe. As you've said, even babies in the womb can be influenced. It is just amazing what the media of this modern era can do to us humans right even before we are born!
Media is indeed powerful, and the scariest part is that we are not able to control completely who receives it. For Music Videos, it is still ok.
ReplyDeleteBut what about if it is stuff, like, Terrorism or maybe even satanic practices?