AFDA Johannesburg - Graduation Keynote Address by Dimitri Martinis, MA (Wits)

Welcome To The Knowledge Economy and The Information Society
Wow! Look at you, the latest crop of AFDA graduates. You are the luckiest people in the world today. Today is your day. You are at the threshold of a carreer in the creative industries that make up a large part of the emerging knowledge economy, whether this is in film, TV, radio, stage, new media online, mobile or live performance.
Today represents a significant milestone in your life: a day on which you are recognised among your peers and future colleagues in the industry. When you walk up here just now to be admitted to the degree you have achieved, savour the moment.
As you walk up the stairs and onto the stage – take a moment to reflect on your achievement and bask in the admiration of your peers, friends and family. It’s a moment you will look back on with pride in years to come.
Think, and picture this now, sometime in the future you are sitting behind your desk, and to your surprise, in walks your future boss. That may be someone sitting next to you tonight who is also graduating, or it may be one of the people in your class. It may even be, that it is one of the academics here tonight that is sitting at that desk, and it is you, the new boss walikng in to that office.
Or picture yourself on a boat on a river and in the middle of a shoot for a beer commercial, featuring a girl with kaleidoscope eyes. The camera operator and the DOP have been at each other’s throat about the F Stop for the past twenty takes and all you want is to get the shot before the sun sets.
You sit in the boat watching this trying to keep your calm, because you and the two people arguing have been working together for twenty years, in fact since you graduated from AFDA. So you know how they operate and you know that you will eventually get the best shot because they were fighting to get the best, not fighting which each other.
These are the kinds of networks and relationships that will be the basis of your working environment in the future. A future so uncertain and yet filled with so much hope and promise of what is to come. What new adventures beckon before me? What new challenges will I have to overcome just to survive in this technojungle, in this modernising world?
What kind of world is this you may ask yourself? What kind of society am I as a young adult entering? An era in which the birthplace of civilisation is a bankrupt state and the cradle of humankind is beset with the disease of poverty and human and environmental degradation. An era of rampant crime and corruption and a beautiful country plagued by the curse of of youth unemployment.
How is it, you may ask yourself, that a great nation like Greece can go from a high in civilisation just over 2000 years ago to crash and burn with the markets in 2010. How is it that the birthplace of humankind, in this beautiful country we live in can be both heaven and hell to live in? These are the times, the most interesting times in the history of humankind, in which you make your entry into the working world. Go out there with confidence, with an attitude that says, I did it, I achieved this degree, I am a graduate!
So tonight when you’re up here, look around, take it all in, remember this evening – remember this moment – it is YOUR moment. Savour the moment cause it ain’t gonna happen again, unless of course you plan to do your post-grad studies. But either way it will never be the same as the first time! Third year students returning next year to complete their undergraduate degrees, your time is coming!
Earlier on in my lecture I spoke about the technojungle out there, the modernising world. What is this world we speak of and what does it mean when we say we are an information society and a knowledge economy? I want to speak to you today about how the cultural industries that you are now entering have come to define the modern world, and what it means to be modern.
I want to spend a few minutes to reflect on the influence of semiotics in defining the modern, and the rise of subjects such as sociology and cultural studies, and the post-modern world of media and communications you will be working in.
SemioticsSemiotics, is the study of the social production of meaning, or the “science that studies the life of signs within society.” Semiotics involves the study of signification. It emerged as part of a change “in our conception of language…[which is] connected with the current development of (amongst other disciplines) linguistics, anthropology, Marxism and psychoanalysis” (Barthes 1977:155-56).
The change in the conception of language to which Barthes (1997) refers can be understood as a move away from a conception of language as a transparent conveyor of meaning to a conception of language as a socially constructed and structured way of making and exchanging meanings.
Much of this change in the conception of language has its roots in the linguistic method of Ferdinand de Saussure (1857 to 1913), the philosophical logic of Charles Sanders Peirce (1839 to 1914) and the structuralist enterprise of the 1960’s.
The Sign: The Site of Production of Meaning
Ferdinand de Saussure’s work is considered to have laid the groundwork for future investigations into the nature of the sign. With his concept of the linguistic sign, de Saussure created the basis of structuralism, both in linguistics and as a more broadly based movement of thought, in which all forms of social and cultural life are seen to be governed by systems of signs which are either linguistic or analogous to those of language.
de Saussure defined the place of language in human facts and it is here that he first proposes semiotics (or in his terminology: semiology) as the “science that studies the life of signs within society… (Innis 1985:28).
IN THINK I SHOULD REPEAT THAT AGAIN, IT IS SUCH AN ELEGANT IDEA
The growing influence of this way of thinking was also fed by the growth of new disciplines, sociology, psychology, and cultural studies. These new disciplines emerge during an era of major social transformation, giving rise to new modes of explanation. New ways of explaining the world around us, and new ways of telling stories, Remember twitter wasn’t always around!
So what does it mean to be modern and what makes this the post-modern era?
‘Modernity’ is that distinct form of social life which characterizes modern societies…and which has become a progressively global phenomenon.
Modernity…was constituted by the articulation of a number of different historical processes, working together in unique historical circumstances. These processes were the political (the rise of the secular state and polity), the economic (the global capitalist economy), the social (formation of classes and an advanced sexual and social division), and the cultural (the transition from a religious to secular culture).
Modernity can be characterised by a cluster of institutions, each with its own pattern of change and development. Among these we would include: the nation–state and an international system of states; a dynamic and expansionist capitalist economic order based on private property; industrialism, the growth of large–scale administrative and bureaucratic systems of social organization and regulation; the dominance of secular, materialist, rationalist and individualist cultural values; and the formal separation of the ‘private’ from the ‘public’.
Capitalist relations continue to provide modernity with its economic dynamic for growth and expansion, though forms of mass production and consumption are changing. (Hall et al, 1992:2).
These changes in mass production and consumption are evident in the way we consume our media today, no longer do we have to dash home to catch the seven o’clock news. Now we can set the PVR to record so we watch when we want or we download the podcast at a convenient time and place.
Key theorists of cultural and media studies have demonstrated how the concepts from semiotics and methods of sociology were enthusiastically adopted in explanations of what has been referred to as the “cultural revolution” by Raymond Williams, one of the leading theorists of cultural studies.
Critiques of capitalism discovered in the mass media—both print and electronic—the most accessible and hence directly available examples of ideological and discursive social practices, ripe for analysis.
From political-economies of the media industry, to audience reception studies, from institutional case-studies to detailed textual analyses of programme output, the scientific methods of the social sciences, and in particular sociology, were applied in the research conducted, and in the explanatory frameworks developed to account for the phenomenon of the growth of the mass media of communication and of cultural production.
For Giddens, the rise of sociology is a key feature of modernity. The rise of sociology—in part an attempt to explain and in part a product of the political and industrial revolutions—has been linked to “a problem, a requirement, an obstacle of a theoretical or a practical order” (Foucault 1970:345).
I have spoken earlier about semiotics or semiology: one of the foremost intellectual currents that flowed into much of the thinking of students of cultural studies was that sparked by this early 20th century “discovery”. The influence that subjects such these had on the way we understand ourselves and tell stories about each other is immeasurable. Using the study of language and the insights into how languages function, to study the way in which societies function is indeed revolutionary!
The forms of mass production and consumption are changing! And they are changing rapidly. The new world of work that you are entering is a fast paced competitive global world. You do not just compete with your fellow graduates you are competing globally where millions of young people enter the media and entertainment industry annually.
You are now the thinkers in this new economy, you have to solve the problems and challenges, using the skills and ways of thinking, you have acquired over the past few years. Thinking laterally, conceptually, and creatively, using your fertile imagination: you are the lifeblood of the creative industries, the living soul of the knowledge economy.
Not only will you be solving problems as part of your everyday work, but also among you perhaps are those who will discover the next killer app, sing that smash no. 1 hit, or write the defining South African screenplay. The future is yours to take, and more important, yours to make, it ain’t gonna happen to you, you have to go out there and make it happen! Go out there and tell those stories!