This paper inquires two kinds of imagination evoked in the age of digital technology, examining two music videos, Britney Spears’s “Toxic” and Perfume’s “Electro World.” The paper argues that, while “Toxic” demonstrates the imagination of “direct impact” and this imagination of “direct impact” is dominant in the contemporary society at a global scale (at least in the United States and some Asian countries, including Japan and Korea), Perfume’s “Electro World” suggests another imagination of “lightness.” This paper highlights the imagination of “lightness” in comparison with “direct impact,” reviewing some recent studies of visual culture and cinema as well as referring to Martin Heidegger’s notion of technology.
