| Abstract: | Abstract The dominant theoretical paradigm in contemporary South African media studies is one which encourages scholars to focus on questions of representation: on the content of media texts, on how accurately they portray the world, and on how individuals or groups react to those portrayals. While acknowledging the value of this orthodox approach, we argue that attention to the non-representational or material dimensions of mediated experience raises important new issues for the discipline, doing greater justice to the intimate material role the media play in the world and also serving as a first step towards reconceptualising human subjectivity in a way that goes beyond the traditional subject–object epistemology of modern humanism. We use an example from film melodrama to illustrate how the affective and phenomenological dimensions of the film-viewing experience can promote a positive pre-discursive engagement with (human) being – with what Deleuze characterises as ‘a life’. In this case we link affective engagement to the possibility of a regenerative politics that may begin to challenge and supplement the increasingly suspect modern political tropes of agency and identity. |
