Evaluating Creative Arts for

Social Commentary
Arts, Social Commentary and Transformation
BuildaBridge Institute
J. Nathan Corbitt
Description
Name of Art Work
Artist

Issue
Medium
Date Created
Historical Context

Cultural Context

Method of Diffusion

Comment
Carmen (song)
from the album Racine Carre (Square Root)
Artist: Stromae (stage name)/Paul Van Haver (birth
name, Belgian)
Video Director: Sylvain Chomet (French)
Video Writers: Sylvain Chomet & OrelSan (French)
Lyricists: Stromae & OrelSan
Negative Effects of Social Media
Song and Music Video
2013 (song released in the US in 2014)
2015 (music video released internationally)
According to eMarketers 2013 report, Worldwide
Social Network Users: 2013 Forecast and
Comparative Estimates, nearly one in four people
worldwide will use social networks in 2013 [1.73
billion users] by 2017, the global social network
audience will total 2.55 billion (1). The decade
following the start of the new millennium ushered
in an exciting and innovative time during which the
largest and most successful social media
networking platforms were introduced to the
world (2): MySpace (2003), Facebook (2004),
YouTube (2005), Twitter (2006), SoundCloud
(2007), and Instagram (2010).
The emergence of social media has transformed
the way in which people all over the world connect
with others. The combination of a few key factors
has led to the ubiquity of social medias influence
in our daily lives: affordable personal technology
devices such as Smartphones, increased worldwide
availability of the internet, and the human desire
to connect with others to share life.
Internet (primarily YouTube, Artists website, and

Segmented Audience
Target Intended

Name of Social Movement

Stage of Social Movement
Emergent
Coalescing

Organizing
(bureaucratizing)
Declining
Result of Movement and Arts
(Describe)
Success

various music and culture websites such as NPR

Music), Television (in European markets)
Users of social media, international culture and
music fans, early teens young adults likely
specifically targeted (the age bracket who uses
social media more than any other).
Anti-Social Movement (3)

The Anti-Social Movement has moved past the

emergent stage and is now in the coalescing stage.
There is a sense of coherence in terms of ideals
and general goals (4). This stage is characterized by
a more clearly defined sense of discontent and a
sense of what the unease is about and who or
what is responsible (5). Its members voluntarily
associate with the movement because of personal
convictions/involvement. Members strategies
include willingly disengaging from social media
completely or going on a digital diet, i.e. limiting
their use and/or starving their social media
addictions (6).

The Anti-Social Movement has proven to be

successful in terms of bringing about awareness of
our societys heavy use (and in many cases abuse)
of social media. Within a relatively short amount of
time after the inception and proliferation of so
many social networks, the often unacknowledged
dark side and the disturbing irony of social media
networks have been illuminated and called into
question. The movements members coalesce
under the notion that the negative effects of social
media engagement outweigh its benefits and
pleasures. I consider the movement a success
because discussion and criticism of social media is
widespread and reaches diverse populations all
over the world. It successfully raises critical
awareness about the power of social media in our

contemporary culture how it can negatively

influence our relationships, productivity, spending
habits, emotional health, etc. Individuals who
support the movements goals can take back
power from social media networks by willingly unpluging from them, or by decreasing the time and
energy they pour into these networks. These are
measures of success.
Failure
Cooptation
Repression
Mainstreaming
Type of Social Movement
(Describe)
Alternative

Reformative
Redemptive
Revolutionary
Content (Describebased on world
view analysis)
Emotional Appeal (Emotions
Evoked)
Primary Value Targeted
Belief Statements Implied or Stated

According to cultural anthropologist David Aberle,

Alternative Social Movements occur at an
individual level and advocate for minor change (7).
The Anti-Social Movement is attempting to
change the habits and behaviors of individuals who
have unhealthy, often obsessive and consuming,
relationships to social media networks. I am
tempted to say that this movement is Reformative,
however, I cannot argue that it occurs at a societal
level because not every member of society is
connected to social media networks. It is also
untrue to say that all users abuse social media. I
consider the change that is being advocated by the
movement as minor. The negative effects of social
media engagement are not immediate threats to
our basic functioning as humans in society,
however, they certainly have an effect on our daily
lives how we spend our time, and how we
connect with others.

Disconnection, powerlessness, hopelessness,

narcissism/self-centeredness, guilt
Influence, community , awareness, humility
No one is free from the oppressive clutch of social
media.

Broader Result (Describe)

Ideological (hegemonic)
Normative (culturally,
politically)

Resistant (protest)
Creative Intent
Reflective (commentary
only)

Reactive (protest)
Proactive (instructive)
Artistic Analysis
Symbols (including text) used
Style

Refinement

The power of Normative Social Influence stems

from our human need for companionship and
association. We find comfort in conformity and
being members of groups (8). The Anti-Social
movement seeks to change what some consider
new, unfavorable norms of social behavior. It
seeks to broadly influence culture.

Stromae does not demand for viewers/listeners to

change their social media habits, nor does he
explicitly advocate for a complete disassociation
with social media. I believe he desires that we
relate to the protagonist of the video and his
internal and external struggles, and reflect on how
our personal social media habits affect our lives
and society as a whole.

Twitter Bird, #/le hashtag, song lyrics listed

below in Arti-factual Information cell.
The artistic style of the video harkens back to early
hand-drawn cartoons and animated movies. The
quality of the lines and blended layers of color
evoke feelings of pre-computerized animation era
and sketching by hand. The imagery is
exaggerated, attention-grabbing, and the actions
of the characters are at times synced with the
rhythm of the music. The hip-hop/spoken word
format of the song emphasizes the international
popularity of the genre.
The music video, co-animated by Sylvain Chomet
and Neil Boyle, is unique because it relies on
mostly hand-drawn animation. Carmen is a reworking of Bizets famous opera of the same
name. Stromae twists a line from the original
score, "love is a wild bird that no one can tame,
and criticizes social media networks through clever
metaphors and imagery (9).

Basic Arti-factual Information:

Lyrics (Source: music video subtitles, translated to English)
Love is like a tweeter bird
The sky is blue for a couple o days
First we meet
Then we follow
Then we crack
Then end up solo
Watch yourself out there
All those who you like out there
Those fake smiles cut like a #
Watch yourself out there
Network friends and followers?
No, no, youre just popular
[bridge]
Like yourself? Take care
I like myself? Take care
We care, they care
You care and no one cares
[chorus]
And thats how we love, love, love
And thats how we buy, buy, buy [x4]
Consumer society has made a love child
Gimme more, more, more
Fancy some feelings of the back of a truck?
Supply and demand is the name of the game
Watch yourself out there
But I know the dangers out there
I got a receipt if I aint happy
Watch yourself out there
My guarantee states I can get a revenge
That cursed bird Ill make him sing
[bridge]
[chorus]

One day you buy

One day you love
One day you dump
One day you pay
One day youll see
Well love each other
But before that
Like rats well all die
Key words/phrases/images:
Friend or follow, followers, tweeter bird (twitter bird), network friends, hashtag (#), selfie,
Smartphone, Instagram

Discussion:
It is easy to find articles, Op-Eds, blogs, even books (e.g. Digital Vertigo: How Today's
Online Social Revolution Is Dividing, Diminishing, and Disorienting Us, 2012, by Andrew
Keen) written in the last few years that argue for a shift away from our societys obsession
with social media. Critics highlight its inherent paradox: social media exists to connect us,
but often leaves us feeling alone together (3). Business blogger Carol Roth even offers a
step-by-step plan for embarking on a social media diet (10). She advocates for engaging
in moderation, spending time with actual friends and loved ones, and reading books and
other sources of deep, thought-provoking information.
Stromaes song and accompanying music video is an example of a socially transformative
creative artwork. The song and its lyrics are a cutting commentary that highlights the evils
of the worlds growing unhealthy infatuation with social media. Stromae raises our level
of consciousness, causes us to reevaluate why and how we engage in social media, and
awakens us to the negative consequences of our social behavior online. By including
references to recognizable international figures (e.g. President of the US, Queen of
England) Stromae, a Belgian artist, makes the argument that this is an issue plaguing
societies all over the world. It is my belief that the Anti-Social Movement will gain
momentum and supporters.

References:
1. http://www.emarketer.com/Article/Social-Networking-Reaches-Nearly-One-FourAround-World/1009976#sthash.9uVsbEcP.dpuf
2. http://www.wikipedia.org
3. http://www.wired.com/2015/02/is-social-media-a-waste-of-time/
4. https://www.boundless.com/sociology/textbooks/boundless-sociologytextbook/social-change-21/social-movements-140/the-stages-of-social-movements-7707710/?
5. https://www.ebscohost.com/uploads/imported/thisTopic-dbTopic-1248.pdf
6. http://www.nytimes.com/2014/02/09/fashion/digital-detox-email-smartphone-socialmedia.html?_r=0
7. https://www.boundless.com/sociology/textbooks/boundless-sociologytextbook/social-change-21/social-movements-140/types-of-social-movements-768-4965/
8. http://en.wikipedia.org/wiki/Normative_social_influence
9. http://www.npr.org/event/music/396789203/stromaes-new-carmen-slashes-hashtagcluture
10. http://www.carolroth.com/blog/why-i-went-on-a-social-media-diet/