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Music video and online social media: A case study of the discourse around Japanese imagery in the New Zealand indie scene
(Association of Social Anthropologists of Aotearoa New Zealand, 1/11/2016) Johnson H; Wilson OR
This article offers original insights into the construction of musical meaning through an intensification and bricolage of postmodern discourse as a result of music video as online media. The discussion contributes to contemporary popular music scholarship by discussing the ‘Stranger People’ video by Dop- rah, an indie band from Christchurch, New Zealand, with particular focus on Japanese imagery and online social media. The significance of ‘Stranger People’ is that it received a great deal of international attention via social and other media. The article focuses on not only the means of video production, distri- bution, and consumption, but also the threads of cultural knowledge that are generated through media response to sight and sound and how this creates and re-creates meaning for fans and artists alike. The video serves as a particularly useful case for acknowledging and analysing the extent to which Japanese pop culture has become enmeshed in global cultural flows, and as a site for critical discussion on the localised and creative response to Japanese cultural flows.