Remediation, according to Novak (2010:41) is the process of “repurposing media for new contexts of use.” Novak (2010) illustrates remediation through the description of two different appearances of a song and dance, “Jaan Pehechaan Ho”, originally from the film Gunnaam (1965). He provides a discussion of two remediated cases of this song and dance that provoked different responses in regards to the appropriateness of its reuse: Audiences were in acceptance of the reappropriation of “Jaan Pehechaan Ho” when done in the Indi movie Ghost World, while its reuse triggered accusations of racism and protest when reappropriated by the band Heavenly Ten Stems in a live performance. The question as to what constitutes appropriate media reuse rests on what principles viewers deem as appropriate, which can be analysed in case studies of remediation, as Novak (2010) has done. Upon thinking about cases of remediation in music videos, I was struck by two separate cases which either provoked support and ambivalence, or protest to perceived vulgarity. My first example, a parody of “Smells Like Teen Spirit”, was perceived as a positive reuse of media, while my second example, Madonna’s reappropriation of Christian media in her video “Like a Prayer”, provoked condemnation of perceived vulgarity. Through my analysis of these videos I describe possible principles that facilitate different views regarding the acceptability of remediation.
Weird Al Yankovic’s song and music video for “Smells Like Nirvana” (YouTube 2011a), which is a light-hearted, comedic parody of Nirvana’s “Smells Like Teen Spirit,” (YouTube 2011b) is widely perceived as an acceptable case of remediation for several reasons. First of all, the re-made video is an actual impersonation in terms of it having significant resemblance of physical content to the original video (Figure 1&2); however, it is also recognizably separate because the lyrics are different, and are intended to probe at the fact that the original lyrics make little to no sense. Though mocking the video, it is clear that the impersonation is not viciously or personally attacking Nirvana in any way. “Smells Like Nirvana” could also be seen as acceptable because it does not involve the reuse of sacred, religious, or significant cultural symbols. Moreover, Weird Al Yankovic asked for Kurt Cobain’s permission prior to making the parody (Nirvana: Behind the Music 2007). Nirvana also was highly receptive of Yankovic’s completed work: Upon seeing the video for “Smells Like Nirvana”, the band reportedly laughed hysterically, credited Yankovic as “a musical genius,” and knew that they had “made it” after being parodied by him (Blackman 2007). Reappropriation can therefore be seen as a form of flattery and a signal of fame: In order to be remade, your work must first be known and, possibly, be overly-popular. Fans of Nirvana would also likely be supportive or ambivalent to this case of reappropriation because it was ultimately sanctioned by the band as funny and does not touch on any culturally sensitive issues.
Conversely to this first example, some music videos that reappropriate media may be perceived as vulgar, and therefore can provoke protest—similar to the case of protests against Heavenly Ten Stem’s reuse of “Jaan Pehechaan Ho”. Madonna’s music video for “Like a Prayer” (YouTube 2011c) could be seen as highly inappropriate due to its extensive improper reappropriation of Christian media, like gospel-style music and religious symbols. Interestingly, despite singing in the song, the Andrae Crouch gospel choir refused to be in the music video due to its inappropriate nature (SongFacts). As opposed to Weird Al, Madonna did not tell the Andrae Crouch gospel choir that the music video would somewhat parody Christian faith and media in advance of making the song. Permission, therefore, is a definitive principle in assessing whether reuse is appropriate. This music video blasphemously used Christian symbols, like the cross, which was burned behind Madonna while she danced, and crucifixion wounds, which were present on her hands. The vulgarity of the video also has to do with how Madonna danced and dressed in an inappropriate manner in a church, and how she also kissed a priest—breeching tenets of the Catholic Church. In this case, the video incorrectly reappropriates the norms found in Christianity, and Christian media, in an attempt of defiance, and to possibly create a publicity stunt. Moreover, the video sparked outrage by many Catholic groups who condemned the video so much that Pepsi pulled out of a $5 million endorsement deal with Madonna (Songfacts). This can be seen as a sign that media, like Madonna’s “Like a Prayer”, which reapproriates media, like Christian media, in a vulgar manner will likely not be reappropriated into further media, like commercials by Pepsi due to perceived inappropriateness.
Novak’s (2010) study of the remediation of “Jaan Pehechaan Ho” brings up the interesting question of what principles facilitate positive reactions from audiences to reused media. When reused properly and appropriately, like Weird Al has done, media can be a source of humour, fun, and enjoyment. However, if it is done inappropriately, as in the case of “Like a Prayer”, reuse of media can spark condemnation, protest, and debates over perceived vulgarity. I have found that, ultimately in my study of two music videos, it seems that remediation is more acceptable if it is done out of light-hearted humour, does not involve religious and cultural symbols or sensitive issues, and is sanctioned by the creators of the original media prior to production.
Figure 1. Kurt Cobain in the original “Smells Like Teen Spirit” music video (YouTube 2011b).
Figure 2. Weir Al Yankovic impersonating Cobain in his rendition, “Smells Like Nirvana” (YouTube 2011a). Note the extreme similarities of remediated costume and setting.
References Cited
Blackman, Guy
2007 Weird Al Yankovic. http://www.theage.com.au/news/gig-previews--reviews/weird-al- yankovic/2007/03/19/1174152930142.html, accessed March 27, 2011.
Nirvana: Behind the Music
2007 VH1. 105 mins. Edgehill Publishing.
Novak, David
2010 Cosmopolitanism, Remediation, and the Ghost World of Bollywood. Cultural Anthropology 25(1):40-72.
SongFacts
YouTube
2011a “Weird Al” Yankovic – Smells Like Nirvana. http://www.youtube.com/watch?v=FklUAoZ6KxY, accessed March 27, 2011.
2011b Nirvana – Smells Like Teen Spirit. http://www.youtube.com/watch?v=hTWKbfoikeg, accessed March 27, 2011.
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