Showing posts with label Fight Club. Show all posts
Showing posts with label Fight Club. Show all posts

Saturday, November 05, 2011

Using Anonymous

I saw E. Gabriella Coleman give a terrific talk Friday at the New Media/Social Change Symposium on Anonymous, the loose online collective bent on wreaking havoc and occasionally bringing about positive social change. Like Alan Smithee or Luther Blissett, Anonymous is an "open reputation" or an "improper name", an identity to be used by anyone. Coleman's talk prompted me to ask several questions about Anonymous, aside from the obvious question of who uses the title: why do people use it and under what circumstances do they use it?

There's something exhilarating, liberating, and perhaps frightening about an identity that gives anyone the freedom to do or say anything without fear of reprisal. You could think of the title "Anonymous" as less of an identity and more of a tool that could be used by the powerless to subvert the creeping surveillance state. But that's not quite what this is. In actuality, there are authorities trying to identify and prosecute members of Anonymous or, more intriguingly, trying to infiltrate it and discredit it by engaging in activities in its name that are antithetical to its stated modus operandi. In order to outwit their "competition", members of Anonymous require free time and technical know-how: two things many young, unemployed or under-employed men happen to have in spades. It certainly helps explain the original aesthetic and ideological tendencies that marked Anonymous's original endeavors, and also helps explain its limits: why it can't be picked up by any group to do anything. Instead of a selfless Robin-Hood-type collective, we're left with a small, relatively homogeneous group that is the only group capable of using the tool well. They all have the same axes to grind, the same sense of humor, and very similar experiences: all markers of a relatively uncomplicated identity. Anonymous didn't have to be an identity, but there just aren't that many people who have the time and the skill to use it as a tool.  

While one anonymous collective is good at disrupting and tearing things down, another relatively anonymous collective is good at building things up: wikipedia. As an anonymite, you can create or you can destroy, but (to return to the topic of the symposium) can you really change anything, any existing power structure in the offline world? Offline world changes - changes in policy, changes in the flow of capital - usually require actors to maintain traceable identities. But maybe the disruptions caused by Anonymous are enough to spark offline changes by people who have traceable identities - voters, investors, consumers, and workers.

Finally, to get a sense of the possibilities of anonymous social action, its worth considering two competing popular narratives that revolve around revolutionaries, justice, and open reputations. Anonymous borrowed the iconography of a graphic novel and film from the 1980's/mid-2000's: V for Vendetta, which featured the open reputation of V, a freedom fighter (or anarchist) intent on bringing down a fascist regime. The story leaves it open as to whether V was sane or not, but his actions - toppling a regime that is obviously fascist - are treated by author and audience as having a positive outcome. Conversely, in Fight Club, we see a collective like so many military or para-military revolutionists, bent on washing away any trace of individuality in order to form a stronger coalition, only to re-discover the value of individual identity when one of them is martyred. But the real identity problem in this story is with the main character, who is either a downtrodden worker drone or the lead revolutionary. Instead of sloughing off his old, ineffectual identity for his gleaming new one, he's caught between the two, a stranger to himself. It remains to be seen as to whether the lead hackers behind Anonymous are less like Bruce Wayne/Batman and more like Ed Norton's character/Tyler Durden, and whether their minions are more like the group-thinking benign terrorists of Project Mayhem and less like the triumphant masses of the Arab Spring.


Thursday, November 01, 2007

Most Favorite Media Vs. Most Popular Media


One of the many things I love about YouTube is the function that allows the viewer to see what the most watched videos are AND what the top favorite videos are. That's an important distinction that box office figures and Nielsen ratings don't make.

Even the "favorite" function on YouTube leaves something to be desired, since marking a video as your favorite isn't that exact an indication of one's adoration of the video. I've marked some videos that I found mildly interesting as favorites, and others that I've gone back and watched over and over again. There's no ranking feature within favorites (yet).

If you could see how people rank their favorite videos, movies, books, TV shows, that would really tell you something that initial revenue or viewer #s wouldn't, namely: how much a person would be likely to pay to own the media text in question, or shell out for a sequel or another text made by the author of the text; how deeply influenced the individual is, in terms of their values, by the text.

From some evidence I've gathered (an audience study I ran as an MA at UTexas; conversations with undergrads I taught at Emerson), Fight Club is among young people's favorite movies. And yet this film didn't do so well at the box office. A more extreme example of this is Donnie Darko, which tanked upon its initial release, yet seems to have quite a following. The DVD sales numbers indicate that these films have more of a following than initial #s would indicate (the same is true of ratings challenged TV shows that do well on DVD), but even that is an imperfect gauge of how much people really love something. The thing is, we've got the technology to tell what media texts really resonate with people right now - you can see the Top Favorites in various social networks on Facebook.

So, let's say your a TV exec. One show does really well in the ratings, but its not on any of the top favorite lists in any social network on Facebook. Another show has mediocre ratings, but is featured in many of the Top Favorite lists. You've got the opportunity to create a spinoff of both shows. In a world where TV execs are beholden to Nielsen ratings, you definitely go with the first one. Its entirely possible, maybe even probable, that the spinoff of this highly rated show won't do well b/c the fan base of that show was probably watching it not b/c of any inherent quality, but b/c it happened to be popular. They'd be just as likely to migrate to any other new show (probably whichever show was on during a time slot that appealed to them, or whichever show was most heavily promoted) as they would be to watch the spinoff. The fans of the highly favorited show would be much more likely to watch its spinoff, and maybe more likely to preach the gospel of how good the shows are, acting like an unpaid viral marketing team.

Bottom line: the technology to gauge fan passion exists. Even beyond Top Favorite lists, you can see how many people wrote lengthy positive reviews of something, etc. Its time to start paying attention to this, not just b/c you want to know what movies, TV shows, etc people will like in the future, but b/c you care about what media influences people's lives. The idea for this blog hit me when I thought: "which movie resonated more with people, and arguably shaped the philosophy and actions of its viewers: Fight Club or Norbit?" If you go by box office revenue, Norbit was 3 times more influential than Fight Club.