Abstract
Individual media events, from the extraordinary to the mundane, as well as the logic they present, have transcended society. Media events no longer happen in isolation, they are intertextually and extratextually linked and mixed together. The ability to view, create, join in, and affect the shape of media events has caused a profound shift in the conception of what they are. What Daniel Dayan and Elihu Katz refer to as individual media events, Guy Debord, Michel Foucault and Douglas Kellner consider collectively as spectacle. Their work on media events and spectacle features a debate on the role of contestation within it. Live audience members have an opportunity to impact media events and the spectacle either through individual or collective action. This action can go along with the intents ascribed to the media event and spectacle, or it can oppose them. Contestation often takes the form of an oppositional interruption of the linear messaging promoted within media events and spectacle. Contestation is typically a strategy used by voices that feel marginalized by the images of the spectacle. But contestation of media events and spectacle through their own logic becomes a means of deeper seduction.
Highlights
Tomorrow Never Dies (Spottiswoode, 1997) is a second-rate James Bond film that involves 007 foiling a nefarious scheme to use media events for world domination
Media events no longer happen in isolation, they are intertextually and extratextually linked and mixed together
Their work on media events and spectacle features a debate on the role of contestation within it
Summary
Tomorrow Never Dies (Spottiswoode, 1997) is a second-rate James Bond film that involves 007 foiling a nefarious scheme to use media events for world domination. The technologies of contemporary society have shifted what the very notion of a television is, which has changed what the notion of a media event is, which has changed the way the audience live their lives in conjunction with these new media forms Despite this the traditional discourses surrounding television still hold a great deal of sway as the power of television grows alongside the audience. Dayan and Katz, Debord, Foucault, and Kellner all offer perspectives on how effective contestation is, if at all The power of both media events and spectacle is unquestioned and revered by all of them, the debate surrounds the impenetrability of the linear messaging put forth
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