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Media Virus!: Hidden Agendas in Popular Culture, by Douglas Rushkoff
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The most virulent viruses today are composed of information. In this information-driven age, the easiest way to manipulate the culture is through the media. A hip and caustically humorous McLuhan for the '90s, culture watcher Douglas Rushkoff now offers a fascinating expose of media manipulation in today's age of instant information.
From the Trade Paperback edition.
- Sales Rank: #1181831 in eBooks
- Published on: 2010-12-01
- Released on: 2010-12-01
- Format: Kindle eBook
Amazon.com Review
Have you ever noticed that the word "media" refers both to the tool for disseminating information in human societies as well as the substrate upon which geneticists grow bacteria and viruses? Rushkoff has written one of the more provocative and insightful analyses of the paths of conceptual infection in human media, and about the techniques and goals of those who spread media viruses. This fun, hip, yet insightful book is well worth buying.
From Publishers Weekly
This provocative title suggests the author will follow the familiar route of explaining how popular culture manipulates its audience into complacency. On the contrary, Rushkoff (The GenX Reader) asserts that media "viruses" empower audiences both to become more actively engaged with the media and to challenge the status quo. Viruses, e.g., rap song "Cop Killer" and the videotape of the Rodney King beating, are controversial, compelling images or ideas that allow countercultural politics to infiltrate mainstream media. The hidden agendas Rushkoff explores here are thus subversive ones. His readings of various media outlets, such as TV shows like The Simpsons and Ren and Stimpy, as launchpads for antiestablishment messages about alternative lifestyles, are smart and interesting. But his conclusions about the revolutionary potential of media viruses are not always substantiated by his analyses, and his use of techno-jargon makes his arguments often difficult to follow. Author tour.
Copyright 1994 Reed Business Information, Inc.
From Library Journal
In our "datasphere" world, we are exposed to information about events like the O.J. Simpson case in myriad formats from newspapers, television tabloids, and talk shows to the Internet. This media world, according to critic Rushkoff (The Genx Reader, Ballantine, 1994), is the next and only frontier. He argues that the media operate in society as a virus causing permanent and real social change. While his excessive use of viral-related concepts gets tiresome, the thesis that the popular media manipulate American culture is provocative and well argued. In Rushkoff's view, the media world is not monolithic, and its power can be harnessed to serve a variety of purposes. To illustrate his point, he examines a range of media activities, from mainstream offerings, such as children's television with it subtle, subversive messages, to the tactical strategies employed by "camcorder kamikazes" documenting alternative versions of reality. This timely book should be of interest to a wide range of readers.
Judy Solberg, Univ. of Maryland Libs., College Park
Copyright 1994 Reed Business Information, Inc.
Most helpful customer reviews
16 of 17 people found the following review helpful.
Seminal Book On Media Theory, Memetics, Postmodern Culture
By Alex Burns (alex.burns@disinfo.net)
Since its release in 1994, 'Media Virus' has become Douglas Rushkoff's most influential and most popular book.
Rushkoff skillfully dissects such 'memes' as the O.J. Simpson trial, the Rodney King beating tape, and the pervasive influence of MTV editing. He finds Queer sexuality in 'Ren & Stimpy', social agendas with John Morgenthaler's 'Smart Drugs' campaign, and closes the book with an insightful and rare interview with the influential musician, raver, and performance artist Genesis P-Orridge (Throbbing Gristle, Psychic TV, Pigface, Thee Majesty).
Much of what Rushkoff has written has become de facto teaching within university media courses, and Rushkoff's insights have been clarified and commented upon by many other social theorists and cyberpunks. This is a valuable book because its accessible easy to read style makes it a good introduction to a field that many find foreboding, difficult or complex. Rushkoff is careful to include case-studies and examples such as detailed semiotic analysis of 'The Simpsons', and to provide the relevant historical and industry contexts. The book's influence can be seen by the prevalence of Madison Avenue techniques subsequent to the book's publication, and the popularity of mutant media.
Well worth checking out!
11 of 12 people found the following review helpful.
Are you infected by a Media Virus?
By Eric H. Roth
While some academics still worry about people watching television, Douglass Rushkoff celebrates the power of individuals to create their own media presence in "Media Virus."
In a witty style, Rushkoff praises the MTV generation for their ability to do - and understand - more than one thing at a time. Written in 1994, the book's seems a bit dated in its predictions... and more than slightly optimistic in speculating about the liberating aspects of new media to resurrect the political passions of Americans. Media Virus remains an excellent overview of the tensions and possibilities that television presents for political activists.
9 of 10 people found the following review helpful.
The book that unwillingly created a new trend in advertising
By A Customer
The information in this book, while it was written, was used primarily by artists. The whole concept of a media virus is basically twofold. 1)To make a subversive or controversial message (meme) seam innocent, harmless, or impotent. 2) To make that same message propagate itself through some means, including that very same controversy that you originally try to hide. Intrusion and propagation. Injection and infection. Just like a real virus, or a computer virus, only a media virus is a mind virus, a mental image, sound, slogan, event, or whatever, that gets into your head, stays there, and spreads itself by means of your mouth and vocal chords.
The book was meant to be, I believe, a mental exercise of awareness. It's tone and content seam more reminiscant of a late night cafine and marijuan-induced intellectual discourse than a research book. However, that doesn't mean that whats in the book won't teach you anything. Far from it. Some people in the advertising industry thinks of the concepts in this book as the next step in the evolution of marketing. Now that I've read the book, I can see lots of "media-virus" tactics used in advertising, from the simple, (the energiser bunny, floating from commercial to commercial), to the more complex and subversive (Calvin Klien's psuedo-kiddy porn jean commercials which got banned).
A media virus is, to put it simply, the most effective way available to those in the media to get a message from thier mind into the minds and conversations of the average viewer. If you've ever talked about a commercial before you've seen it, because somebody mentioned it, you're probably talking about a media virus.
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