Does it Play?

I've been reading Digital Media and Democracy: Tactics in Hard Times, a collection of essays edited by Megan Boler and just came across Graham Meikle's chapter titled "Whacking Bush: Tactical Media as Play." He's writing about tactical media practices, those that are subversive, critical and often funny, like the multiple George Bush remixes and mash-up videos (specifically Bushwhacked by Chris Morris and Wax Audio's "Imagine This"). Tactical media projects are hit-and-run gestures rather than sustained political movements, and Meikle says at one point that we need to ask of an activist video not "does it work?" but instead "does it play?" What's the difference? Play, he argues, acknowledges that these projects are enjoyable and engaging; they inspire the imagination and prompt creative responses; and they contribute to a form of bonding, in part around media practice. In short, they are part of a participatory culture rather than one based merely on communication, and they encourage further play. So, with that in mind, does the recent film Flooded McDonald's by Superflex play, moving beyond remix to a more conceptual musing? Maybe...