Death of the Author

Common misconception dictates that although texts can appear as an original concept, they are often the most derivative, with no innovation from aspects of other pioneering media. Using the work of others is a conceptual tool. It's a way of thinking, a way of operating. It's a process of artistic expression with 'increased levels of audience participation, creative involvement and democracy.'(Creeber, 2009, p.20) For example, internet Memes have become a subversion from the original text; re-contextualised from images adopted by internet sub-cultures, and re-appropriated according to context. But how has 'the hypertextual ‘cut’ and ‘paste’ culture of New Media – that seemingly encourages sampling' (Creeber, 2009, p.19) changed how theorists conceive Analogue and New Media? Producing 'copy- right problems, it also further confuses the very means by which we conceive of the media and its relationship with its audience.' (Creeber, 2009, p.19)

Creeber proposes individuals are 'manipulated'; 'shaped by sociological, psychological and linguistic structures over which they have little control.' (Creeber, 2009, p.14) This is due to the 'encoding' of semiotics within our culture, and the 'coherent methodology... of any text [becoming] read objectively' (Creeber, 2009, p.14) However, the encoded semiotic meaning adapts, coercing to the ways in which it is 'decoded' (by its receivers). (Hall, 1973, p.53) 'Rather than being a passive... consumption... is seen increasingly as an activity with its own practices.' (Creeber, 2009, p.19)

Digital culture gives rise to new practice; 'the content being constantly developed through self expression, conveying emotions.' (Anon, 2011, 2:15) Memes are a product of both post modernism and digital culture; 'technology... increased levels of audience participation, creative involvement and democracy.' (Creeber, 2009, p.20) Algorithms of sites such as Youtube allow you to argue against fair use law for the use of copyrighted media if presenting a point. Appropriation is appreciation, however the locking down of finances from distributing companies often results in the the removal of content online. 'Websites like YouTube, MySpace and Facebook appear to reflect this recent understanding of ‘participatory culture.’(Jenkins, 2008, p.3)' (Creeber, 2009, p.19) Birth of the reader has emerged from 'writing movements'. (Manovich, 2001, p.47) Meaning isn't locked into text, but interpreted though audiences, as remix develops into a political process.

Bibliography:

Anon, (2011), 'Visual Culture Online | Off Book | PBS Arts', Available at: https://www.youtube.com/watch?v=JL7R9CjkxjY

Creeber, G. (2009), 'Digital Theory: Theorizing New Media & Cubitt, D.' (2009) 'Case Study: Digital Aesthetics in Ed. Creeber, G. & Royston, M'. (2009) 'Digital Cultures: Understanding New Media; Maidenstone', Open University Press

Manovich, L. (2001), 'The Language of New Media', Cambridge, MA: MIT Press.

Jenkins, H. (2006), 'Convergence Culture: Where Old and New Media Collide', New York University Press

Hall, Stuart ([1973] 1980): 'Encoding/decoding'. In Centre for Contemporary Cultural Studies (Ed.): Culture, Media, Language: Working Papers in Cultural Studies, 1972-79 London: Hutchinson