Ideology in Critical Remix: A Visual Semiotic Analysis

• Autores: Owen Gallagher
• Localización: Avanca / Cinema 2012 / Cine Clube de Avanca (dir.), 2012, ISBN 978-989-96858-2-6, págs. 195-201
• Idioma: inglés
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• Resumen

  • Critical Remix Video (CRV) is an emerging form of experimental video art activism that uses as raw materialspreviously published, often copyrighted audio-visual content in order to critique perceived wrongs and injusticesor to make political statements. In many cases, CRVs seek to expose contradictions and dominant ideologiesembedded in mainstream media messages, for example authoritative journalism, persuasive advertising or politicalbroadcasts. This paper uses a visual semiotic methodology to analyse a representative sample of CRVS and showshow these critical films are also susceptible to ideological influence themselves, by revealing the alternative oroppositional ideologies embedded in the visual signs and their rhetorical messages and meanings. The questionsmust be asked, which version of events is the more accurate representation of reality – the narratives presentedby mainstream media or the deconstructed versions presented by CRVs? To what extent are the critical messagespresented by CRVs diluted by the ideological biases to which they too are subject? How long can Critical Remixsurvive as a form of Other cinema before being completely subsumed and coopted by mainstream media - a trendwe can already see happening today? Despite such potential dilemmas, CRVs represent an authentic opportunityfor grassroots activist filmmakers to have their voices heard on a global stage, utilizing the full potential of digitalnetworking and mobile technologies as well as spreadable media content and online distribution platforms.