Convergence/participatory culture

Sir Maejor. He is an actor and model. He has been cast in this music video and the music video was made by “Monokrom". When you look at their vimeo channel, they film the music video but they also using it a style bases for king star campaign. Bigger project, environmental film, representing people with a general message of coexistence. For the first time you look at their video it looks like very much as an ad. This is an example of convergence/participatory culture. People are doing it, and within it there may be a message about albinism, but Sir Maejor’s albinism is not a big deal, because he is model and uses his body for such music videos. This may be seen as a positive representation of albinism. However, the message is not about albinism, the message is about coexistence, achieving your dream and being equal.

Sociological approach is different though. If we take Marxists approach to this music video, it would be about proletariat overthrowing ruling class by gaining power.  However, a postmodernist approach would see the different elements as all the same. They would

argue that the music video is just a play, the society cannot make any grant claims about that particular video.

Henry Jenkins, however, would say that there are different people participating, creating their own meanings and ideas. Those meanings are quite progressive, even though they are made by ordinary people.