Get Up and Dance, Don't Try and Fight It (Media Meditation #5)

The Jonas Brothers, consisting of Joe, Nick and Kevin, are one of the newer additions to the Disney empire. What began as a family band performing in their home state of New Jersey has drastically expanded over the last couple of years to include international tours, movies, and a television show.



The popularity of Jonas Brothers represents several shifts in out media culture. First, there is the epistemological shift. This group is very image oriented. They are highly exposed and make it a point to do interviews, televised performances and photo shoots to up their exposure.



Another shift is the economic shift, which goes hand in hand with the concept of ownership. Jonas Brothers have been hyper commercialized into lunch boxes, tee shirts, pencils, anything that their faces can be slapped on. This brings about the question of who owns the Jonas image and benefits from their popularity. The answer, for the most part, is the Disney Corporation, who for the past few decades has been a producer of young, family-friendly superstars.



An aesthetic shift is evident in the fact that Jonas Brothers are not just about music anymore. They’ve branched out into a Disney Channel Original Series, cleverly entitled Jonas.



People definitely take away individual meanings when it comes to the Jonas Brothers. The fans think they’re good looking and attractive. Parents think they’re a good influence, with their Christian background and wearing of promise rings.



Others, however, derail the Jonas Brothers. Many of the band’s opponents don’t believe them to be talented or special. These people tend to view Jonas Brothers unfavorably due to the influence of Disney hanging over them.

Jonas Brothers and Disney were lampooned in an episode of South Park, where the head of Disney was a sadistic Mickey Mouse and the Jonas Brothers were portrayed as slaves of the corporation.



For myself, I’ve invested a lot of time and money into the Jonas Brothers. My obsession with them has (thankfully) lessened, but I sincerely enjoy their music. It’s fun to listen to, and on my iPod where the music tended to be more serious and darker, it’s a refreshing change of pace.