American rapper, Kanye West flooded the headlines of entertainment newspapers after creating a scene at MTV’s Video Music Awards last Sunday. If you haven’t, here’s a brief outline of what happened that night. Kanye stormed on stage when country singer, Taylor Swift was giving her speech after her victory in the Female Video Category, proclaiming that “Beyonce has one of the best videos of all time.”, leaving poor Taylor dumbfounded. (Watch video below) Tons of feedbacks have also been voiced out about the incident, most of them were on Team Taylor, and only a few were on Kanye’s side.
Imagine if this scenario were to happen 2 decades ago, whereby newspapers only made use of the linear model of communication, the number of responses would have been zero since there weren’t channels for readers to respond to the articles. However, it is obvious that newspapers have switched to using the interactive model of communication, whereby communication now becomes a two-way process between the senders(journalists) and receivers(readers). Both parties are now involved in the communication process and readers are no longer deemed as the passive party in the communication process since they are able to respond to the articles through the Internet or by the traditional method, snail mail. Look at the insane number of comments on the online articles about Kanye’s rude act!
However, think twice, if it wasn’t the Video Music Awards held in America and hosted by MTV channel but say, (let me take the closest example) Singapore Hit Awards held in Singapore by Mandarin radio station 933fm, how long do you think the whole commotion would last. A day? Okay, maybe two, and die down thereafter. Correct me if I’m wrong, I doubt it’d even hit any headlines in the Western countries; they wouldn’t give two hoots. Better/Worse still, they probably have no clue about the people involved! There you go, an example of the impact of Americanization on the globe- pop culture and their subsets are easily available to everyone and has left people of different skin colours discussing about it. Evidently, the world has embraced the cultural studies perspective, which thus allows the power of the States to influence them and their lives.
While reading the comments which have been posted on www.rollingstone.com, a well known United States based magazine devoted to music, politics and popular culture (Wikipedia), racist remarks have caught my attention and got me thinking. I was disturbed by how one action by Kanye can cause some viewers to raise the Racist card and insist that Kanye was being racist against the Whites, and in turn start a commotion about the Whites and Blacks, bringing the history between the Black and White Americans into the picture. No doubt past experiences can shape one’s perception of others, but there ought to be a limit. According to MTV, Kanye was seen swinging a bottle of Hennessy on the red carpet, could he be a little tipsy and lost his mind? Furthermore, the death of Kanye’s mum and events that followed after has affected him greatly, could that be the cause of his temper? In my opinion, I feel that the people should quit stereotyping and jump into conclusion just because of that one incident.
Not that I support Kanye for his rude actions, but let’s spare him just for a moment since he’s apologised for his actions, shall we?
Nevertheless, Taylor&Beyonce have handled the situation well, don’t you think? Why don’t we applaud them for their actions and make them our role models instead! 
“I remember being 17 years old and up for my first MTV award with Destiny’s Child. It was one of the most exciting moments of my life. So, I’d like for Taylor to come out and have her moment.”
- Beyonce during VMA
“And the world fell in love with Beyonce all over again.”
- Demi Lovato (ddlovato on Twitter)
&yes, Twitter’s a new example of the interactive model of communication! 
Credits:
http://www.rollingstone.com/rockdaily/index.php/2009/09/13/kanye-west-storms-the-vmas-stage-during-taylor-swifts-speech/
http://en.wikipedia.org/wiki/Kanye_West
Kanye really did a big mistake this time round.. It was so huge that his reputation was tarnished just because of that 10 seconds of “unneccessary” speech.. But it really got me thinking what was running through his head at that point of time.. If he was really tipsy, then probably I understand why.. BUT what if he isn’t?? What’s the use of doing it, admitting and apologising? Was he trying to gain some media attention? Probably..
Kayne West! Was he the man that ruined the whole show? I heard of Beyonce and Taylor Swift but not him till i watch the video.
I guess he still have some self respect as he had already apologies. The thing lacking in him is pure SELF-CONTROL. Just because someone he like did not win does not equate to he having the right to speak. Its not even his turn on stage.
Losing self control thus created a whole lot of havoc and criticism. Serve him right? I guess not, do not go overboard with complaints lest ending up like him. The whole difference is he did it on stage, the rest did it on blogs,media and etc.
At the end of the day, let bygones be bygones. Whatever he did, damage has already been done. Look forward, not at this ever again.
well Swift probably isn’t that upset considering how the gracious Beyonce had given her the opportunity to give her speech as well as the crazy media coverage of this incident. not saying that I support what West had done but Swift is probably make the best out of this fiasco. on an irrelevant note, Kanye’s girlfriend is quite a non-looker. like, seriously.
i didn’t even know the MTV’s music video awards took place until it was all over the papers, the Internet and of course my girl’s blog.
whether west made that comment or not, it doesn’t really bother me. yes, he may be speechless after this incident, but whatever he does will not undo his actions. now he’s world wide famous for his stupidity.
no doubt the Media controls our lives. one small mistake makes you famous, of course in a negative way. west should think twice before speaking, instead of manifesting his stupidity.
woah kayne west. the self-proclaim ‘king of pop’ after MJ die. NICE !