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MEDIA LITERACY AND INTERCULTURAL DIALOGUE<br />
Strategies, Debates and Good Practices<br />
<br />
Section 2. Media Literacy, Participatory Culture and Cultural Citizenship<br />
In the last section of this paper, we will present two responses to the official<br />
music videos previously analyzed. The case studies from Wales and Newark<br />
display how youth and adults use pop culture and media to rethink about their<br />
environments, identities and cultural citizenship. Learning and pedagogy do not<br />
occur only in schools. Here we explore how Production and Spoofing are<br />
effective media literacy strategies that bridge curriculum and life and promote<br />
peer-to-peer intercultural dialogue and activism. New Port State of Mind and<br />
Newark State of Mind are just two of the myriad of examples uploaded on<br />
YouTube that use spoofing to appropriate idioms from the dominant consumer<br />
culture, play with their conventional codes and destabilize and subvert their<br />
meaning to convey new ones.<br />
In New Port, the music video opens up displaying photo shoots of places that<br />
are meaningful to the singer. The artists are not celebrities, rather common<br />
people parodying Jay- Z and Alicia Keys. Statements such as:<br />
Yes this is my life; These places are part of me<br />
Keep your big apple; We’ll have a tangerine<br />
Chips, Cheese and Curry makes you feel brand new<br />
Josie d’Arby (actress and television presenter) is from New Port, Yes it’s<br />
strange we didn’t know either, Thank you Wikipedia<br />
are important responses to the official music videos. The producers appropriate<br />
the codes of commercial culture and distort and subvert them to create new<br />
meanings that best represent their lived experiences.<br />
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