Parody and a Parody Text in Culture

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Introduction
With the new digital age came new accessibility and acceptability for audiences to be active members of media production. The internet, especially through sites such as YouTube, has allowed a greater number of individuals to connect across vast spans of geography to share in digital culture practices. Some of those practices, like popularizing “production, distribution, appropriation” would not be possible without digital technologies like YouTube (Russo & Coppa, 2012). The availability to contribute to all three processes has greatly impacted what Henry Jenkins (2006) calls the participatory culture. To Jenkins, participatory culture is what drives competing media economies and the circulation of media content. With even more advanced technologies now than when Jenkins published his book, Convergence Culture, remixing has become one of the main parts of our participatory culture in the U.S. Parody, one component of remix culture, is able to reach across many media – radio, television, and the internet. The internet is unique as a medium because we can access and re-access any material, current or past, creating a perpetual time capsule of culture, which allows audiences to constantly remix. Jenkins (2006) accredits the circulation of media to the link between media industries and remixers, because it depends so “heavily on consumers’ active participation” (intro, p. 3). The text this paper will be examining, however, is a parody music video produced by the media corporation Yahoo!, which inherently took out the consumer as a remixer and therefore, according to Jenkins interpretation, would halt the circulation. With this in mind, the video “Oh Lordy ‘White Girls’” will be examined through a cultural analys...

... middle of paper ...

...ocused on how “racial ideologies help determine the structures of popular media texts” (Ott & Mack, 2010, p. 139).

Works Cited

Jenkins, H. (2006). Convergence culture: Where old and new media collide. New York: New York University Press.
Lorde, & Little, J. (2012). Royals [Recorded by Lorde]. On Pure Heroine [mp3]. Auckland, New Zealand: Republic.
Ott, B. L., & Mack, R. L. (2010). Critical media studies: An introduction. United Kingdom: Wiley-Blackwell.
Russo, J. L., & Coppa, F. (2012). Fan/remix video (a remix). Transformative Works and Cultures, 9. Retrieved from http://journal.transformativeworks.org
Warner, J. (2007). “Political culture jamming: The dissident humor of The Daily Show With Jon Stewart.” Popular Communications, 5(1), 17-36.
Yahoo!. (n.d.). Oh lordy ‘white girls’ [Video file]. Retrieved from https://screen.yahoo.com/white-girls-040000964.html

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