Common Sense vs. Friday

Communication has always been around however how we communicate is constantly changing. Communication technologies are new ways of communicating messages, such as books, videos, or pamphlets. As these communication technologies change, so do the way we interact with messages. In order to understand this, I will compare Thomas Paine’s pamphlet called “Common Sense” with Rebecca Black’s timeless song “Friday”. To understand these two examples, I will look at how these mediums are constituted by two conceptual articulations, as well as looking at the virility of the two examples.

The first articulation concerns itself with the idea that these media modes of production are modes of communication, modes of affect, and modes of accumulation.  By saying these mediums have modes of communication means that they hold meaning. Every attempt at communication involves encoding and decoding therefore they all have meaning. The modes of affect means that the messages produce some sort of response from the reader, mainly emotional responses. The modes of accumulation mean that the message is an attempt at gaining power via capital or social control.

Thomas Paine’s “Common Sense” has all these qualities, as it held meaning, caused a response, and caused the author to benefit. The pamphlet called for the immediate independence of America. Thomas Paine believed that separating from Britain was key, and he believed his method of communicating through easy to ready language in a pamphlet was the best medium. It turned out he was right because the message was clearly received (mode of communication), and it caused the Americans to realize that they wanted it too (mode of affect), and Paine’s vision became reality when his pamphlet got the backing of the greater American population (mode of accumulation).

Rebecca Black’s song had a very clear message. Through the medium of song, she expressed her love and enjoyment for Friday’s (mode of communication). The song also produced many responses and emotions from viewers. Viewers had a shared sense of displeasure for the song, and collectively ‘hated’ the song. Additionally, others produced mock videos for all other days of the week (mode of affect). Finally the song became a viral, causing everyone to know the name Rebecca Black. She was an Internet sensation (mode of accumulation).

The second articulation concerns itself with the actual production, distribution, and reception of the medium. In Thomas Paine’s “Common Sense” the production, distribution, and consumption of the pamphlet were unique, since he chose an alternative media, which was easy to produce and understand. Making a pamphlet is easier to make than a book, and much easier to understand. This may have been why it had so much success, and had such a big response.

The song “Friday” on the other hand was clearly put together with a lot of effort. There was a high budget for the song, and it was produced with a lot of effort. The distribution and consumption was much easier though, since sharing the video as easy as clicking a button.

Virality, defined by Kevin Allocca, has three main components. A “taste master”, a community of participation that creates original content, and must be unique. It seems that going viral now, is slightly different now than it was back when Thomas Paine wrote “Common Sense” and I feel as if virality depended on different things back then. In “Friday” virality did follow Allocca’s principals, and although I cannot find the exact taste master I’m sure there was someone who introduced it to the main public online. In terms of a community of participation there were many who created new content, such like the previously discussed mock videos of other weeks. The uniqueness of the video is arguably the fact that it is dreadfully rubbish, and poorly written. There is truly nothing else like it.

When Paine wrote “Common Sense” however I feel as if the process of virtality was slightly different. Instead of there being a taste master I feel as if the author must have a previously acquired credibility, via education or previous works. It is true that George Washington read his work to his troops, and in tern could be seen as a taste master, but in order for it to get into the hands of Washington himself, Paine must have already established himself as credible. He was after all a well know political activist. I do not feel as if the work needed to have a community of participation who creates original content, but perhaps a community of participation who discusses and adds to the work already presented. Instead of producing mock videos like in the case of “Friday” the community of participation listened to and acted upon the messages presented. I do agree with the notion that in order to become viral, content must have been unique. In all ages, the content that sticks out, and is shared, is that which produces new meaning. What do you guys think? Do you agree with my points about the changes in virality, or do you think they are the same? Feel free to respond to the post in the comment section bellow.