"Avatar" - an example of how audiences use technological convergence on the Net for exchange

Digital technology is increasingly important for modern action-adventure movies. The new Sherlock Holmes film uses digital effects to evoke Victorian London as an evolving city. Here, someone from Russia has digital technology to edit and create a series of images from "Avatar" with several songs from the film's soundtrack; they have also used digital technology and the Net to upload this on YouTube for others to see and comment on. This is a good example of exchange -the creative work of members of the public and unintended by the film-makers and distributors. The comments and probable answering videos may lead to endless exchange. To see comments on YouTube simply click on the image. By today it had more than 35000 views!

Spectacle and Emotion in Post Modern Media

These are two important terms for establishing how postmodern adverts, films, TV programmes, music videos, video games, etc. become "viral" and emotionally connect with audiences. This piece by an advertising agency is a must-read. Consider how audiences encounter spectacle and emotion(s) in Mad Men, the Sony bouncy balls TV advert, the Cadbury's Gorilla advert and Grand Theft Auto IV.

http://blog.orourkehospitality.com/2009/10/spectacle-story-and-emotion-can-make-your-video-go-viral/

However, the use of 'spectacle' in this piece is not Guy Debord's view of this concept which he sets out in "Society of the Spectacle" (1967.) A difficult but very enlightening read.
Society of the Spectacle