Rome Wasn't Built in a Day but a Reputation Can Be

In Worship at the Alter of Convergence Henry Jenkins focus on the changing manner of media circulation.  In the new world, media goes through several different outlets; big media must now interact with the noble amateur to maximize exposure and profits.  He also comments on participatory culture.  Participatory culture is only possible if users make creative changes to already established big media products.  The example Jenkins uses is that of Bert is Evil, which involves a photo-shopped version of Bert from Sesame Street with Osama Bin Laden.  This image was eventually used in a protest and from there the Bert is Evil concept went viral.  Convergence is everywhere but the most prominent example is large broadcasting companies having YouTube channels (NBA & CNN).  This allows persons without televisions to access their content.

A fantastic example of this is the Rome Wasn’t Built in One Day (The Decision Remix) by dj steve porter.  This video chronicles a tumultuous 2010-2011 season for Lebron James.  It features several different press conferences, highlights, and events that encapsulate the narcissism he displayed throughout the season.  It gives the viewer a musical summary of that year for Lebron personally along with the Miami Heat’s “Big Three”.  This video quickly went viral and ESPN actually aired it on SportsCenter.  After airing the video ESPN hired dj steve porter; he now does a “month in review” video every month along with doing special videos for athletes, sporting events and sports commentators like Randy Moss, Skip Bayless and the NFL Draft to name a few.

This is a prime example of convergence.  All of these Lebron James moments were scattered through the year.  Dj steve porter brought them all together to paint a narcissist picture of LBJ.  This video has changed the way people look at Lebron all together.  While Lebron supports upwards of 10 charities and donates the most money in the NBA to charity, dj steve porter’s video demonized him to the point that charitable acts cannot change his image.  Lebron did not make the best public relation decisions in 2010, however it would not have been as condemning without Rome Wasn’t Built in One Day (The Decision Remix).  Also, this is a great example of participatory culture.  Dj steve porter went from a consumer to a producer with this hit.  Also, ESPN now hosts video remix contests among their viewers regularly.