Friday's Readings

Kilbourne's article about the persuasion of alcohol advertisements was very insightful. Early in our relationship my husband and I quit drinking for about five years. We are both children of alcoholics and felt we didn't want to risk going down that path ourselves. Before my husband deployed in January he mentioned he'd like enjoy a few of his favorite micro brew IPAs before he left, so we began consuming a wine or beer when we were out with friends.
When we stopped drinking it was as if we had been cut off from a certain part of the social world. While Craig and I never really missed consuming alcohol many of our friends and family members were actually upset at times that they could not "enjoy a drink" with us. It seemed as though they felt we were being snobbish.
However, when we came back into the drinking scene there were no questions asked. While we had changed our behavior again, no one even gave us a second glance. It was as though we had finally decided to be normal and blend in.
Moderation is not encouraged in alcohol ads. The message sent is that you need to drink enough to be buzzed in order to really enjoy your alcohol. If you're buzzed, you're probably a bit drunk. If you're a bit drunk, getting more drunk sounds just fine! In these ads people are loose and relaxed, and a complete ease with life so they can truly enjoy the situation. Having been sober at many a social gathering, I can say that these moments of alcohol induced ease rarely exist outside the advertising world.
The Last two articles provided a bit of background on how this course was designed. I would like to revisit these articles when I have more time to read them thoroughly. I can see where the seven questions could be used as a framework from which analyze ones own stance on media literacy. I am still developing my own philosophy on this matter. I agree with the author's statement that students should directed by an inquiry approach. I can see where the typical teacher led facilamanipulation approach is not appropriate in media literacy. However, even teachers are humans. As humans we have our own ideas and values. It will be very difficult not not impose these values on our students-- even in subtle ways.
The goal of giving the students tools with which to analyze and deconstruct media messages seems in line with my personal philosophies as a teacher. If we truly wish to promote the democratic principles on which this country was founded I see media literacy as essential to education on many levels. Such analysis would help build the higher level critical thinking skills that seem to be declining in our society. With increased analysis comes more informed citizens. It stands to reason that if the citizens are more informed they will also be more active and willing to participate. However, I feel I need a period of gestation before I can formalize my thoughts and approaches to this matter from an instructor's standpoint.
On an aside-- I liked the term "media diet", however I felt a subcategory of diets needed to be added to the list. When I think about this term on a smaller scale (in my own life), I think I have a TV-intolerance diet, or perhaps I'm a recovering TVohlic: I can't sit in a room with a TV without being completely sucked in, therefore I don't own a TV. It always amazes me that people think I must be totally disconnected from pop culture for this reason. I always point out that I am still completely aware of what shows are on TV and who's the latest "thing". You can't avoid media.

While images have been used for communication and recording information since the first early humans etched on rock walls, never before have images been so prolific and essentially unavoidable. The sources and their meanings have multiplied to almost unimaginable numbers. I find the statement that “myths have become a substitute for the search for meaning which other generations sought in more expansive and significant ways” to be a striking truth. If we look at how our population is so easily swayed by strategically placed images (that carry myths), this statement seems painfully simple and yet to the point.

The article Skin Tones and Racial Stereotypes raises an important issue. I do believe that these prejudices still exist, and perhaps more dangerously, that few people are aware of them. My own personal awareness of this matter became heightened when I had to relocate to Alabama for a year. While I have traveled quite a bit, I have lived in Oregon all my life other than this experience. I took it for granted that racial issues were resolved because they generally appear so mild in the Northwest.

After being exposed to the racial tension that persist in the south I began to question whether the Yankees were doing much better at breaking down racial boundaries. The answer I settled upon is no. From what I have seen we tend to avoid talking about issues relating to race. When we do address such issues it is usually presented as a “special feature” or side conversation. Very rarely are racial issues spoken of in the direct and frank manner in which they should be called out addressed. It simply makes people too uncomfortable to look at how little has changed.

That being said, I would have liked a clearer definition of “Afrocentric facial features” in the final article. It seems that such a term is in and of itself stereotyping. I’m not sure I fully understood the intent of this article due in part to a lack of understanding of this very key definition.

Readings for Wed.

The male gaze was an interesting concept to me-- I talked about it in my previous blog. I would agree with the concept that art has been removed from its context and therefore lost a greater sense its meaning. In my first degree I minored in visual arts, and we discussed the fact that many works were commissioned as a way of advertising ones own wealth or selling status.

I think by this point most people understand that what they view on the web is recorded in some way. If activities are not recorded by ones and zeros in some unknown data tracking system, we know they’re being tracked to a certain extent on the computer being used. I typically function under the belief that anything I do or say online could possibly be viewed by people I am unaware of. To a certain extent I feel consumers already “explicitly approve all data collection” (Industry Tightens Its Standards for Tracking Web Surfers) just by participating in online activities. Additionally, I feel consumers have access to the data being recorded about them because they’re the ones who entered it in the first place. I think the real issue people have with these tracking systems is they feel they will be targeted using the gathered information. This is a valid concern. However, I also feel it is a risk of using these systems of communication and commerce. We have a choice not use the Internet and its search engines and social networking sites. Personally, I would rather be tracked and resist the ads than go without the conveniences the sites add to me life. Further I’m not sure a dictionary of “Weblish” terms qualifies as quantitative, cutting edge, trend setting information.

It makes sense that we tune out the signs that surround us—if we constantly looked at images and mentally noted “that is the image of a cow, and not an actual cow” would the world really be a different place?  On some level it seems we do this already.  However, there is a danger that exists when you allow yourself to be led by whatever is brought to mind an in association with a particular image.  

Often we are sold products based on the associations and implied meaning of the products.  This is certainly true with “eco-friendly” advertisements.  People want to believe they are doing good things for the environment, so they see these products as loving nature as much as they do.  In support of this love consumers reach out and grab the product that claims to be better for the environment.  Their thoughts are instantly rushed with all the good things they associate with this product.  They walk away feeling greener as a result of their purchase.

An extension of this essay that I read made me think of a movie I watched during a Women’s Studies course called Killing us Softly (HYPERLINK "http://video.google.com/videoplay?docid=-1993368502337678412"http://video.google.com/videoplay?docid=-1993368502337678412).  While many concepts were parallel between the essay and the movie, I found the mention of the Gaze to be new idea, or at least one I had forgotten about.  After looking a little further I found this website (HYPERLINK "http://www.genderads.com/Gender_Ads.com.html"http://www.genderads.com/Gender_Ads.com.html) which deals with how many different groups of people are represented in the media.  It also held some more in depth information how media uses images of male dominance and female subordination in advertisements.  With all the progress we’ve made towards changing gender roles, it sometimes amazes me how much further we have to go. 

It would seem that every product, company, and show has its own theme song. A musical branding for the ear that creates instant product recognition.

Jingles are still frequently used for advertising toys and TV shows that target younger audiences. In fact, many TV shows have a jingle like song as an intro and closing piece. These small snippets are highly affective due to their simplicity and repetitive, rhythmic nature. They get stuck in our heads and then we think of them whenever we see the product, or think of the product every time we hear that simple song.

I am sad to say I have fallen pray to the jingle! I was in Safeway after Christmas last year and was looking at some clearance stuff when I saw a bunch of retro toys brought in for the holidays. There amongst the twisters and strawberry shortcakes I saw it—a Monchhichi, my favorite toy as a child. Instantly the song “Monchhi chi, Monchhichi, oh so soft and cuddly” went through my head.

I bought the damned thing. It was completely senseless; I knew that even as I walked down the isle towards the cash register wearing a stupid grim with that stuffed monkey in my hand. I had no use for it them and I still don’t. It occupies space in my ‘future child’s” bedroom along with all the other stuff that this nonexistent kid will someday play with. This was a well rounded sickening experience that still makes me smile to think about.

The more recent use of pop songs as jingles seems at least equally as affective as the cheesy jingles of the past and present. These songs may already be popular and thus create a connection between the product and a well known song that is recalled every time the song is heard. Classic rock or oldies may be used to create a nostalgic tie or promote a certain reputation. The pop songs are also often seen as less hokey than traditional jingles.

Of the ads presented, the ones featuring the stewardesses were the most striking to me. I remember having the opinion that stewardesses were slutty when I was very young, but now that I look back I can’t recall where that idea came from. As I looked at those airline ads I began to question if they had somehow reached me through my parents and the opinions of the general public at that time. Initially I thought they were ridiculously outdated and that nothing like that would “fly” these days. Then I remembered the green M&M pole dance add someone talked about in class. Is that really very different? The M&M isn’t trying to sell airline tickets, but the ad is still clearly objectifying women.

Really I found it pretty lame: HYPERLINK "http://www.youtube.com/watch?v=QKnCLHX6X4k"http://www.youtube.com/watch?v=QKnCLHX6X4k

And this one was equally disturbing: HYPERLINK "http://www.youtube.com/watch?v=37OhDSH9dpw&feature=PlayList&p=58A8F94B99B8C3B1&index=2&playnext=2&playnext_from=PL"http://www.youtube.com/watch?v=37OhDSH9dpw&feature=PlayList&p=58A8F94B99B8C3B1&index=2&playnext=2&playnext_from=PL

Some of the gender roles seemed a bit overdone; however I still think gender roles are reinforced inour society; they ahve only been toned down, or broken on occasion.

Readings for Thursday

Article one: Study: Medical hype is not all media's fault
I find it interesting that medical studies are being released before the studies are truly completed and verified. I can even of a few instances when I have heard a study and considered the implications of the results on my own habits—only to hear the statements issued were later proven false. It’s come the point that I don’t trust many medical studies anymore. I figure something is bound to kill me eventually. As long as I am living my life in the healthiest way I know how, I’m already taking the best preventative measures I can.
Article two: 'Green' claims by marketers go unchecked
I have been impressed by the number of “Green” products to hit the market lately. I thought this was a good thing, but have often questioned how “Green” these products are. Regardless of my skepticism, I had bought into the idea that if a company made claims on its label, then that company had to back up their statements (at least on claims that went beyond opinions and were supposed to be based on verifiable facts), or that would be false advertising. It would seem that my assumptions are somewhat lacking. If no one is checking these claims, and no one is holding companies responsible for false claims that are being found, then what’s to stop a company from printing false information on their labels?
These articles lead me to question the validity of the sources our news media receive information from. In a world of misinformation, where does one go from “solid facts”? Today we discussed the fact that news is often distorted due to point of view. This distortion is further added to as facts are omitted, or lost in the rush to meet deadlines. Tracing information to its source is sure to expose additional holes in this already flawed system. If one source of information is admittedly tainted, it stands to reason that numerous others are as well. The news that is presented to the general public is filtered through numerous lenses. Each lens sifts away various aspects of each recent event. The stories of events with any residual meaning left after this cycle is complete are gathered together to create the few, easily packaged and sold pieces we receive.

In regards to Neda, Obama and the Power of Pictures

In regards to Neda, Obama and the Power of Pictures

By Randy Cohen

I agree with many aspects of the author’s argument. If President Obama is a man of integrity, than he needs to follow up on the promises he made during his campaign and act with honesty and transparency. These pictures have been in hiding for too long, if he continues to keep them from the public eye he serves only to reinforce the actions and attitudes that brought them into being in the first place. This serves to carry on the legacy of the previous governing bodies that took no accountability for their actions in these matters.

The author states: “The photographs are not new. American troops, whose safety is rightly a concern, have long been deployed in Iraq and Afghanistan.” As a spouse of a deployed soldier I am glad to see that the author acknowledges that troupe safety should be a concern—however I feel he dismisses this concern by saying the troupes have been Iraq and Afghanistan a long time. Perhaps a better statement would be that this is old news, but we have new governing officials. If the president were to condemn these actions and issue a formal apology while releasing the pictures it would show some level of accountability on the part of the U.S. (even if the former governing officials are not willing to accept this burden) as well as increase transparency.

The fact that these images are still being withheld from public viewing leads to the burning question—Why?

Actions speak louder than words, and every picture tells a story.

Readings for Tuesday

Article one: Meme Warfare in the Movies
I remember seeing Munich with my husband. We rarely watch movies, but were particularly interested in seeing this one since we knew some of the history surrounding the events of those Olympic Games. I had honestly not considered the timing of that movies release, or its overarching message. A strategically placed shot of the twin towers would carry a great deal of emotional sway. It seems clearly strategic to me now.
Article two: The Brand Story Web Marketing Process
I can think of so many commercials that fit into the story format mentioned in this article. What amuses me the most is thinking over the villains that are depicted; with insurance companies it may be a flood or a hit and run driver, with Subway its fast food chains. There is often a villain. I’ve noticed the storyline approach before, but never really thought about how prevalent it is in our media.
Article three: Mouse-ke-fear
This article reminded me of the rBGH story that was described on the Corporation. In both cases “higher powers” swooped down to save themselves using political leverage. I found the Bovine Growth Hormone story’s death disturbing because of the health implications to the population. I find the Walt Disney story disturbing because in addition to ignoring the negligence of that company towards its consumers, it is clearly an issue of the parent company dictating what is portrayed in the news. However both stories beg the question: what other news is being hidden from us?
Article four: The Medium Is the Soup Commercial
It seems to me that our society has been growing increasingly commercialized since I can remember. It has been a gradual process, but I have been aware of its marked increase. While I don’t relish the thought or reality of it, product placement in the nightly news, soap operas, and other programs seems like a logical next step for targeting consumers. I am highly disturbed by the prospect of “cranial billboards” though, are there no limits to this madness?

Article five: Commercials You Can’t Zap
I think people forget that product placement has been around since radio! Who can forget Ralphy’s disappointment at the decoded message: Little Orphan Annie says “drink your oval tine”? Paul Harvey’s reports tend to be laced with his personalized experiences with the sponsor’s products. TV is generally trying to sell you something. The place I find this salesman mentality most disturbing is in the news. I still fail to see how a TV show starting into a new season is going to shape and impact the world. Yet I have seen such “stories” aired.

This is my first blog. I don't have much to say. Pardon me as I dip my foot in!
The water's just fine.