Multimodality, Intertextuality and Carnivalism in the Fox and Gangnam Style as Gateways to Media Literacy

Eivind H. Karlsson

doi:doi:10.11648/j.hss.20160402.16

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Multimodality, Intertextuality and Carnivalism in the Fox and Gangnam Style as Gateways to Media Literacy

Eivind H. Karlsson

Published in Humanities and Social Sciences (Volume 4, Issue 2)

Received: 4 May 2016 Published: 5 May 2016

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Abstract

The essay aims to explain the viral dissemination of the Youtube videos “Gangnam Style” (2012) and “The Fox” (2013). The videos are treated as examples of the genre novelty songs. The method of the study is a close reading, focusing mainly on multimodality, intertextuality and carnivalism. The result of the analysis is identification of a number of coinciding elements in the two videos. The analysis also identifies a number of elements that demonstrate how the textual elements of the videos relate them to the properties of the new media, Web.2. In concluding, the essay argues that these videos are relevant as a common ground for school activities that aim to support the formation of the self of children in today’s media reality.

Published in	Humanities and Social Sciences (Volume 4, Issue 2)
DOI	10.11648/j.hss.20160402.16
Page(s)	53-59
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2016. Published by Science Publishing Group

Keywords

Media Literacy, Multimodality, Intertextuality, novelty song, Viral, Carnivalism, Cosmopolite

References

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[2]	Jenkins, H., Ford, S., & Green, J. (2013). Spreadable media: Creating value and meaning in a networked culture. New York, NY: New York University Press.
[3]	Jenkins, H. (2004). Pop cosmopolitan. In M. M. Suarez-Orozco & D. B. Qin-Hilliard (Eds.), Globalization culture and education in the new millennium (pp. 114–140). Los Angeles, CA: University of California Press.
[4]	Jung, Sookeung and Li Hongmei (2014). Global Production, Circulation, and Consumption of Gangnam Style. In International Journal of Communication 8 (2014), 2790–2810.
[5]	Kress, Günther (2010). Multimodality. A social semiotic approach to contemporary communication. London and New York: Routledge.
[6]	Genette, Gerard (1982, 1997). Palimpsests. Literature in the second degree. Lincoln/London: University of Nebraska Press.
[7]	Bakhtin, Mikhail (1984/1965). Rabelais and His world. Indiana University Press. First published in Russian in 1965.
[8]	http://gizmodo.com/here-are-the-most-popular-youtube-videos-of-2013-1480614567. Retrieved 23 March 2016.
[9]	Jung, Sookeung and Li Hongmei (2014). Global Production, Circulation, and Consumption of Gangnam Style. In International Journal of Communication 8 (2014), 2790–2810.
[10]	Gurney, David (2011). Velvet Light Trap: A Critical Journal of Film & Television. 2011, Issue 68, p3-13.
[11]	Kress, Günther (2003). Literacy in the New Media Age. London: Routledge.
[12]	Peirce, Charles S. (1894). «What is a sign». See http://www.iupui.edu/~peirce/ep/ep2/ep2book/ch02/ep2ch2.htm, retrieved 23 March 2016.
[13]	Kress, Günther (2010). Multimodality. A social semiotic approach to contemporary communication. London and New York: Routledge.
[14]	Huizinga, Johan (1938, 1955). Homo Ludens: A Study of the Play-Element in Culture. Boston: The Beacon Press, see page 142.
[15]	Mandoki, Katya (2007). Everyday Aesthetics: Prosaics, the Play of Culture and Social Identities. Hampshire: Ashgate. See page 151.
[16]	Hallberg, Kristin (1982): Litteraturvetenskapen och bilderboksforskningen. I Tidskrift för litteraturvetenskap, 1982 nr. 3-4.
[17]	Coen brothers (2000). O Brother, Where Art Thou.
[18]	Genette, Gerard (1982, 1997). Palimpsests. Literature in the second degree. Lincoln/London: University of Nebraska Press, see page 1.
[19]	Shavit, Zohar (1980). The Ambivalent Status of Texts: The Case of Children's Literature. Poetics Today. Vol. 1, No. 3, Special Issue: Narratology I: Poetics of Fiction (Spring, 1980), pp. 75-86. Duke University Press.
[20]	Bakhtin, Mikhail (1984/1965). Rabelais and His world. Indiana University Press. First published in Russian in 1965.
[21]	Lindell, Johan (2014). Cosmopolitanism in a medialized world. The Social Stratification of Global Orientations. Karlstad university studies. See page 14.
[22]	Ngozi, Chilaka (2013). A Literature Review On Media Literacy. Retrieved 38 March 2016. https://stripesarticles.wordpress.com/page/2/
[23]	Sorkin, David (1983). Wilhelm Von Humboldt: The Theory and Practice of Self-Formation (Bildung), 1791-1810. Journal of the History of Ideas Vol. 44, No. 1 (Jan. - Mar., 1983), pp. 55-73. University of Pennsylvania Press.
[24]	Østerud, Svein (2007). Krever medieutviklingen en ny dannelsestenkning? In Vettenranta, Soilikki (red.): Mediedanning og mediepedagogikk. Fra digital begeistring til kritisk dømmekraft. Oslo: Gyldendal akademisk. See page 39.
[25]	Dewey, John (1985). Demokrati och utbildning. Gøteborg: Daidalos.
[26]	Østerud, Svein (2007). Krever medieutviklingen en ny dannelsestenkning? In Vettenranta, Soilikki (red.): Mediedanning og mediepedagogikk. Fra digital begeistring til kritisk dømmekraft. Oslo: Gyldendal akademisk.

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Eivind H. Karlsson. (2016). Multimodality, Intertextuality and Carnivalism in the Fox and Gangnam Style as Gateways to Media Literacy. Humanities and Social Sciences, 4(2), 53-59. https://doi.org/10.11648/j.hss.20160402.16

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ACS Style

Eivind H. Karlsson. Multimodality, Intertextuality and Carnivalism in the Fox and Gangnam Style as Gateways to Media Literacy. Humanit. Soc. Sci. 2016, 4(2), 53-59. doi: 10.11648/j.hss.20160402.16

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AMA Style

Eivind H. Karlsson. Multimodality, Intertextuality and Carnivalism in the Fox and Gangnam Style as Gateways to Media Literacy. Humanit Soc Sci. 2016;4(2):53-59. doi: 10.11648/j.hss.20160402.16

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@article{10.11648/j.hss.20160402.16,
  author = {Eivind H. Karlsson},
  title = {Multimodality, Intertextuality and Carnivalism in the Fox and Gangnam Style as Gateways to Media Literacy},
  journal = {Humanities and Social Sciences},
  volume = {4},
  number = {2},
  pages = {53-59},
  doi = {10.11648/j.hss.20160402.16},
  url = {https://doi.org/10.11648/j.hss.20160402.16},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.hss.20160402.16},
  abstract = {The essay aims to explain the viral dissemination of the Youtube videos “Gangnam Style” (2012) and “The Fox” (2013). The videos are treated as examples of the genre novelty songs. The method of the study is a close reading, focusing mainly on multimodality, intertextuality and carnivalism. The result of the analysis is identification of a number of coinciding elements in the two videos. The analysis also identifies a number of elements that demonstrate how the textual elements of the videos relate them to the properties of the new media, Web.2. In concluding, the essay argues that these videos are relevant as a common ground for school activities that aim to support the formation of the self of children in today’s media reality.},
 year = {2016}
}

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T1  - Multimodality, Intertextuality and Carnivalism in the Fox and Gangnam Style as Gateways to Media Literacy
AU  - Eivind H. Karlsson
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PY  - 2016
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Author Information

Eivind H. Karlsson

Oslo and Akershus University College of Applied Sciences, Faculty of Education and International Studies, Institute of Early Childhood Education, Oslo, Norway

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APA Style

Eivind H. Karlsson. (2016). Multimodality, Intertextuality and Carnivalism in the Fox and Gangnam Style as Gateways to Media Literacy. Humanities and Social Sciences, 4(2), 53-59. https://doi.org/10.11648/j.hss.20160402.16

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ACS Style

Eivind H. Karlsson. Multimodality, Intertextuality and Carnivalism in the Fox and Gangnam Style as Gateways to Media Literacy. Humanit. Soc. Sci. 2016, 4(2), 53-59. doi: 10.11648/j.hss.20160402.16

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AMA Style

Eivind H. Karlsson. Multimodality, Intertextuality and Carnivalism in the Fox and Gangnam Style as Gateways to Media Literacy. Humanit Soc Sci. 2016;4(2):53-59. doi: 10.11648/j.hss.20160402.16

Copy | Download

@article{10.11648/j.hss.20160402.16,
  author = {Eivind H. Karlsson},
  title = {Multimodality, Intertextuality and Carnivalism in the Fox and Gangnam Style as Gateways to Media Literacy},
  journal = {Humanities and Social Sciences},
  volume = {4},
  number = {2},
  pages = {53-59},
  doi = {10.11648/j.hss.20160402.16},
  url = {https://doi.org/10.11648/j.hss.20160402.16},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.hss.20160402.16},
  abstract = {The essay aims to explain the viral dissemination of the Youtube videos “Gangnam Style” (2012) and “The Fox” (2013). The videos are treated as examples of the genre novelty songs. The method of the study is a close reading, focusing mainly on multimodality, intertextuality and carnivalism. The result of the analysis is identification of a number of coinciding elements in the two videos. The analysis also identifies a number of elements that demonstrate how the textual elements of the videos relate them to the properties of the new media, Web.2. In concluding, the essay argues that these videos are relevant as a common ground for school activities that aim to support the formation of the self of children in today’s media reality.},
 year = {2016}
}

Copy | Download

TY  - JOUR
T1  - Multimodality, Intertextuality and Carnivalism in the Fox and Gangnam Style as Gateways to Media Literacy
AU  - Eivind H. Karlsson
Y1  - 2016/05/05
PY  - 2016
N1  - https://doi.org/10.11648/j.hss.20160402.16
DO  - 10.11648/j.hss.20160402.16
T2  - Humanities and Social Sciences
JF  - Humanities and Social Sciences
JO  - Humanities and Social Sciences
SP  - 53
EP  - 59
PB  - Science Publishing Group
SN  - 2330-8184
UR  - https://doi.org/10.11648/j.hss.20160402.16
AB  - The essay aims to explain the viral dissemination of the Youtube videos “Gangnam Style” (2012) and “The Fox” (2013). The videos are treated as examples of the genre novelty songs. The method of the study is a close reading, focusing mainly on multimodality, intertextuality and carnivalism. The result of the analysis is identification of a number of coinciding elements in the two videos. The analysis also identifies a number of elements that demonstrate how the textual elements of the videos relate them to the properties of the new media, Web.2. In concluding, the essay argues that these videos are relevant as a common ground for school activities that aim to support the formation of the self of children in today’s media reality.
VL  - 4
IS  - 2
ER  -

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