12. Discuss the South Park episode “With Apologies to Jesse Jackson” (S11E01) in terms of its construction of race, particularly, as with the Chappelle Show episode (S1E01) we watched in class, in terms of whiteness. What elements of this critique come from the aesthetic, critical, and ontological modes of postmodernism (be specific about each) (150-200 words).
This South Park episode, race is constructed in a number of ways. Elements of the critique that come from the critical are the use of Wheel of Fortune, to introduce the plot, and the appearance of Jesse Jackson in the episode as the black person that Stan’s dad chooses to apologize to. These are critical because they incorporate elements from other texts, but only at face value, for “image’s sake”. Elements of the critique that come from the critical are the incorporation of rednecks chasing Randy for saying negative things about black people. This is still intertextual, but it is critical because Randy getting chased by rednecks for being racist is a critical allusion towards rednecks, who are generally seen as racists (at least stereotypically). They treat Randy as an “outcast”, critically alluding to how minorities might feel. The ontological comes in at the end, where ‘Nigger-Guys’ plead for the word ‘Nigger-Guy’ to be illegal, even if the words are spoken closely to each other. In this way, they are embodying the socially oppressed, even though Randy is a white person, constructing the way we react to race and the use of racial slurs in society.
Friday, December 10, 2010
Question 8
8. Watch the first part (at least) of Mouse Trapped 2010 and Mickey Mouse Monopoly, and explain USING SPECIFIC ELEMENTS FROM THE FILMS how they are good examples of the different approaches of political economy and cultural studies. Define each approach briefly, and CITE GROSSBERG’S ARTICLE IN YOUR RESPONSE. (100-150 words)
Mouse Trapped 2010 approaches political economy and cultural studies in their discussion of the state of the economy, the ridiculously low wages that their employees are paid, and the dire state of these cast members because of inadequate wages. They refer to cultural studies in their discussion of poverty; most of the Disney cast members do not make enough money to meet basic needs, living in poverty while their wealthy employer refuses to increase wages. This approach addresses Disney’s role in culture and the political economy from its direct role in the local economy as a largely negative force, responsible for the impoverishment of many of its emplyees. In Mickey Mouse monopoly, we see how Disney’s role as a creator of childhood culture, which has become a part of the ideological framework of our society. As Grossberg argues, cultural studies do not reference popular culture alone, but rather engages in a discussion concerned with consumption, class and politics through the reaction to the ideological framework. Mickey Mouse monopoly discusses Disney’s impact on society as a whole, and its control within culture through its commodities.
Mouse Trapped 2010 approaches political economy and cultural studies in their discussion of the state of the economy, the ridiculously low wages that their employees are paid, and the dire state of these cast members because of inadequate wages. They refer to cultural studies in their discussion of poverty; most of the Disney cast members do not make enough money to meet basic needs, living in poverty while their wealthy employer refuses to increase wages. This approach addresses Disney’s role in culture and the political economy from its direct role in the local economy as a largely negative force, responsible for the impoverishment of many of its emplyees. In Mickey Mouse monopoly, we see how Disney’s role as a creator of childhood culture, which has become a part of the ideological framework of our society. As Grossberg argues, cultural studies do not reference popular culture alone, but rather engages in a discussion concerned with consumption, class and politics through the reaction to the ideological framework. Mickey Mouse monopoly discusses Disney’s impact on society as a whole, and its control within culture through its commodities.
Question 10
10. Using a video or image you find online, apply three critical texts we read during the semester (each at least two weeks apart), and discuss how they relate to and build on one another, giving us different but related perspectives on critical media and cultural studies (250-300 words).
The three articles that I’ve chosen: the New Politics of Consumption, Nike, Social Responsibility and the Hidden Abode of Production, and Why Johnny Can’t Dissent all refer to the critical politics of consumption and the compulsion of Americans to over consume. In the New Politics of Consumption, Juliet Schor discusses the “competitive consumption” that Americans engage in, looking up to an aspirant class with higher economic standings and as a result, rapidly consuming products in an effort to keep up. The growing role of mass media in society has contributed heavily to this trend, with detrimental effects on low-income households, who are more likely to watch television and thus more likely to be exposed to desire to consume via television commercials. These consumption habits reproduce social and class inequality, exacerbating the already existing problem of the unequal distribution of income. In Nike, Social Responsibility and the Hidden Abode of Production is concerned with the role of the corporation in relation to the consumer, and the effect that the abode of production has on public opinion. This article analyzes Nike’s role as a socially responsible company, discussing the racism implicit in its advertising campaigns, the effect of “sneaker wars” on the inner city, and sweatshop accusations. This article expands on the role of the corporation in the idea of competitive consumption as discussed in the Schor article. Nike, in a popular ad campaign, introduced the “sneaker wars”, a competition for higher sales between Reebok and Nike. This campaign spurred a shoe-buying frenzy resulting in looting and violent crimes, especially within the inner city. In this instance, Nike actively encouraged the rapid and frenzied consumption of their product, even as it proved detrimental to their customers. In Why Johnny Can’t Dissent, Thomas Frank discusses the advertising strategies of the Information Age- sales tactics with motivations based on the ever-present need to change and dissent from what is currently popular. This need to constantly rebel results in an endless cycle of consumption, never-ending as advertisers exploit consumers desires to resist conformity. This relates to the idea of the corporation in consumption (still competitive, but in the sense that consumers want to top each other in terms of rebellion) by referring to the means by which corporations not only encourage rapid consumption, but continuously update trends in order to necessitate rapid consumption.
The three articles that I’ve chosen: the New Politics of Consumption, Nike, Social Responsibility and the Hidden Abode of Production, and Why Johnny Can’t Dissent all refer to the critical politics of consumption and the compulsion of Americans to over consume. In the New Politics of Consumption, Juliet Schor discusses the “competitive consumption” that Americans engage in, looking up to an aspirant class with higher economic standings and as a result, rapidly consuming products in an effort to keep up. The growing role of mass media in society has contributed heavily to this trend, with detrimental effects on low-income households, who are more likely to watch television and thus more likely to be exposed to desire to consume via television commercials. These consumption habits reproduce social and class inequality, exacerbating the already existing problem of the unequal distribution of income. In Nike, Social Responsibility and the Hidden Abode of Production is concerned with the role of the corporation in relation to the consumer, and the effect that the abode of production has on public opinion. This article analyzes Nike’s role as a socially responsible company, discussing the racism implicit in its advertising campaigns, the effect of “sneaker wars” on the inner city, and sweatshop accusations. This article expands on the role of the corporation in the idea of competitive consumption as discussed in the Schor article. Nike, in a popular ad campaign, introduced the “sneaker wars”, a competition for higher sales between Reebok and Nike. This campaign spurred a shoe-buying frenzy resulting in looting and violent crimes, especially within the inner city. In this instance, Nike actively encouraged the rapid and frenzied consumption of their product, even as it proved detrimental to their customers. In Why Johnny Can’t Dissent, Thomas Frank discusses the advertising strategies of the Information Age- sales tactics with motivations based on the ever-present need to change and dissent from what is currently popular. This need to constantly rebel results in an endless cycle of consumption, never-ending as advertisers exploit consumers desires to resist conformity. This relates to the idea of the corporation in consumption (still competitive, but in the sense that consumers want to top each other in terms of rebellion) by referring to the means by which corporations not only encourage rapid consumption, but continuously update trends in order to necessitate rapid consumption.
Thursday, December 9, 2010
Question 11
11. Find two critical texts from the semester (at least two weeks apart), and discuss how they relate to or expand the argument of your overall topic for the semester, drawing on a specific advertisement you did NOT discuss in your papers (250-300 words).
The two critical texts I’ve chosen: Why Johnny Can’t Dissent and Cultural Studies vs. Political Economy, relate to this advertisement and my overall topic for the semester because they discuss the idea of dissent that is associated with progressive “green” politics and the relationship between consumption and cultural studies respectively. This advertisement contains an idea of dissent on two levels: the idea of being fuel efficient and environmentally friendly stands in opposition to the established expectation that cars are harmful to the environment, and the new “Sport Hybrid” dissents against the cultural idea of what a Hybrid car is, retaining the environmentally-friendly aspect while not “sacrificing” sports car features. This advertisement utilizes dissent in its main selling point, a characteristic of Information Age capitalism. The Grossberg article, Cultural Studies vs. Political Economy, connects the ideas of consumption, politics and class with cultural studies through articulation. Purchasing an eco-friendly car effectively articulates the consumer within dominant contemporary culture, connecting consumption and politics to environmentalism in contemporary culture. This relates to the central idea of my papers and my topic for the semester, the contradiction between the apparent support of environmentally friendly politics and the cost of these “eco” products. While a hybrid car is better for the environment, the high cost makes it an option only for the wealthy. Progressive politics is concerned with creating a global community based on sustainable and responsible practices, and this advertisement does not connect with these ideals due to the environmental product in question being a sports car.
The two critical texts I’ve chosen: Why Johnny Can’t Dissent and Cultural Studies vs. Political Economy, relate to this advertisement and my overall topic for the semester because they discuss the idea of dissent that is associated with progressive “green” politics and the relationship between consumption and cultural studies respectively. This advertisement contains an idea of dissent on two levels: the idea of being fuel efficient and environmentally friendly stands in opposition to the established expectation that cars are harmful to the environment, and the new “Sport Hybrid” dissents against the cultural idea of what a Hybrid car is, retaining the environmentally-friendly aspect while not “sacrificing” sports car features. This advertisement utilizes dissent in its main selling point, a characteristic of Information Age capitalism. The Grossberg article, Cultural Studies vs. Political Economy, connects the ideas of consumption, politics and class with cultural studies through articulation. Purchasing an eco-friendly car effectively articulates the consumer within dominant contemporary culture, connecting consumption and politics to environmentalism in contemporary culture. This relates to the central idea of my papers and my topic for the semester, the contradiction between the apparent support of environmentally friendly politics and the cost of these “eco” products. While a hybrid car is better for the environment, the high cost makes it an option only for the wealthy. Progressive politics is concerned with creating a global community based on sustainable and responsible practices, and this advertisement does not connect with these ideals due to the environmental product in question being a sports car.
Question 7
7. Explain how the following video, How To Make Your Breasts Look Bigger, is both an appropriation and reappropriation of sexual signifiers, and discuss the implications of the film from both perspectives (i.e., the appropriation and reappropriation of sexual signifiers from early pornography) (100-150 words).
This video is an appropriation of sexual signifiers because it borrows techniques and imagery from early pornographic films, drawing on the expressions and visuals used in that counterculture, for use in an informational video in the style traditionally used by the dominant. This video is also a re-appropriation of sexual signifiers because the desire to make your breasts look bigger is an ideology reinforced by the dominant. This low-budget film re-appropriates this idea and portrays it humorously utilizing the style of an early pornographic film. As an appropriation of sexual signifiers, the video can be seen more as a legitimate instructional video, but as a re-appropriation it can be seen as a humorous critique of society’s standards of attractiveness.
This video is an appropriation of sexual signifiers because it borrows techniques and imagery from early pornographic films, drawing on the expressions and visuals used in that counterculture, for use in an informational video in the style traditionally used by the dominant. This video is also a re-appropriation of sexual signifiers because the desire to make your breasts look bigger is an ideology reinforced by the dominant. This low-budget film re-appropriates this idea and portrays it humorously utilizing the style of an early pornographic film. As an appropriation of sexual signifiers, the video can be seen more as a legitimate instructional video, but as a re-appropriation it can be seen as a humorous critique of society’s standards of attractiveness.
Question 9
9) Find a “news” story from the Onion News Network, and compare it to a contemporary news story or clip from a “real” news source (a TV channel, newspaper, etc.). Discuss them both in terms of gatekeeping and agenda-setting functions, as well as the breakdown and reevaluation of discourse that Baym talks about in his article. Citing Baym will help (100-150 words).
The Onion article: http://www.theonion.com/articles/20000-sacrificed-in-annual-blood-offering-to-corpo,18542/, MSNBC article: http://www.msnbc.msn.com/id/40470093/ns/business-holiday_retail/
The lines between real and “fake” news may be blurred, though it is easy to tell which of these articles is satirical. The Onion uses humor to critically analyze the frenzy surrounding Black Friday, and consumer attitudes towards their exploitation by large corporations. The MSNBC article focuses the agenda on the importance of consumer spending, detailing the large role it plays in the US economy, especially during the holiday season. The article discusses successes of large corporations in the massive amounts of spending that occurred on Black Friday, but acts as a gatekeeper in its failure to address consumer debts incurred by impulse “bargain” shopping and trampling, frenzied crowds. The Onion article presents Black Friday critically, satirically portraying the often-barbaric “ritual” American consumers engage in every year in mass spending. The agenda here is focused on the way that large corporations take advantage of consumers in order to ensure “successes” (for businesses only) while the people suffer and are exploited. Satirical news organizations breakdown the news critically in order to reevaluate it, exposing issues that may have been held back by corporate “gatekeeping”.
The Onion article: http://www.theonion.com/articles/20000-sacrificed-in-annual-blood-offering-to-corpo,18542/, MSNBC article: http://www.msnbc.msn.com/id/40470093/ns/business-holiday_retail/
The lines between real and “fake” news may be blurred, though it is easy to tell which of these articles is satirical. The Onion uses humor to critically analyze the frenzy surrounding Black Friday, and consumer attitudes towards their exploitation by large corporations. The MSNBC article focuses the agenda on the importance of consumer spending, detailing the large role it plays in the US economy, especially during the holiday season. The article discusses successes of large corporations in the massive amounts of spending that occurred on Black Friday, but acts as a gatekeeper in its failure to address consumer debts incurred by impulse “bargain” shopping and trampling, frenzied crowds. The Onion article presents Black Friday critically, satirically portraying the often-barbaric “ritual” American consumers engage in every year in mass spending. The agenda here is focused on the way that large corporations take advantage of consumers in order to ensure “successes” (for businesses only) while the people suffer and are exploited. Satirical news organizations breakdown the news critically in order to reevaluate it, exposing issues that may have been held back by corporate “gatekeeping”.
Question 13 - Bonus!
13) Discuss how the three waves of feminism are each trying to build on, and address shortcomings in, the earlier waves’ treatment of gender politics. In the first wave, in other words, what are they trying to fix about society? In the second, what are they trying to add to and fix in the first wave? In the third, what are they trying to add to and fix in the first and second waves? Discuss this through an image or video you find online. (150-200 words).
The three waves of feminism build on each other to gain different types of rights for women in society. The first wave of feminism tried to fix the extreme disparity between the rights of men and women. It gained quantitative rights for women, allowing them the basic levels of human existence. Women gained the basic human rights of a citizen of a democratic society, such as the right to own land, and the ability to divorce. The second wave added qualitative rights, and allowed women equal recognition and quality of life within a democratic society. It built on the basic rights achieved in the first wave by empowering women rather than just giving them the same rights as men, attempting to make them equal to men in quality of life rather than just giving them basic rights. The third wave expanded on these roles by giving women agency- rather than just having the right to a happy life, feminists of the third wave gave women the right to have a happy life any way they chose. While second wave feminists. This image shows the disparity between second and third wave feminists. A second wave feminist would say that being spanked is be demeaning to women, and therefore should not occur, even if the woman being spanked enjoys it. A third wave feminist might agree that being spanked is degrading, but would not deny a woman or judge her choice of engaging in this action if she desired it.
The three waves of feminism build on each other to gain different types of rights for women in society. The first wave of feminism tried to fix the extreme disparity between the rights of men and women. It gained quantitative rights for women, allowing them the basic levels of human existence. Women gained the basic human rights of a citizen of a democratic society, such as the right to own land, and the ability to divorce. The second wave added qualitative rights, and allowed women equal recognition and quality of life within a democratic society. It built on the basic rights achieved in the first wave by empowering women rather than just giving them the same rights as men, attempting to make them equal to men in quality of life rather than just giving them basic rights. The third wave expanded on these roles by giving women agency- rather than just having the right to a happy life, feminists of the third wave gave women the right to have a happy life any way they chose. While second wave feminists. This image shows the disparity between second and third wave feminists. A second wave feminist would say that being spanked is be demeaning to women, and therefore should not occur, even if the woman being spanked enjoys it. A third wave feminist might agree that being spanked is degrading, but would not deny a woman or judge her choice of engaging in this action if she desired it.
Question 6
6) By drawing on the articles on the exotic and globalization from class, discuss the following advertisement: http://www.youtube.com/watch?v=wIZCtDJtFPw (100-150 words).
This advertisement utilizes the exotic in that it makes use of India and its people as symbols. American Express exploits the “exotica” and “primitivism” (Ghosh, 279) of the Indian marketplace in order to appear culturally aware, while simultaneously creating an “us” and “them” dynamic by referring to cultural differences. The advertisement shows Conan in India, but only in a crowded street marketplace, riding an elephant down a dirt road, and dying clothing in a traditional style with several traditionally dressed Indian women. These scenes portray stereotypical images of “exotic” India selectively appropriating symbols that reflect Indians as “primitive, and eager to please whites” (Ghosh, 278), and spiritual (where the Conan and the vendor bow heads at one another). The use of bright colors and ornate textiles also help to exoticize Indian culture, contrasting with Conan’s relatively subdued colored clothing to further distance him from the native Indian people.
This advertisement utilizes the exotic in that it makes use of India and its people as symbols. American Express exploits the “exotica” and “primitivism” (Ghosh, 279) of the Indian marketplace in order to appear culturally aware, while simultaneously creating an “us” and “them” dynamic by referring to cultural differences. The advertisement shows Conan in India, but only in a crowded street marketplace, riding an elephant down a dirt road, and dying clothing in a traditional style with several traditionally dressed Indian women. These scenes portray stereotypical images of “exotic” India selectively appropriating symbols that reflect Indians as “primitive, and eager to please whites” (Ghosh, 278), and spiritual (where the Conan and the vendor bow heads at one another). The use of bright colors and ornate textiles also help to exoticize Indian culture, contrasting with Conan’s relatively subdued colored clothing to further distance him from the native Indian people.
Question 3
3) Discuss the way in which race is portrayed in these two videos:
a. Ghetto Delta Airlines
b. Everest College advertisement
How are they the same, and how different? (50-75 words)
Race is similarly portrayed in these two videos through their use of ebonics and slang terms stereotypically used by African Americans. The Everest video does it in much subtler way than the Ghetto Delta video, but it can be seen in parts where he says that the college will work “witchu” (with you), and where he says “they out to help you”. The things he says to the audience also portray race, accusing the listener of sitting around, and talking on the phone all day, things stereotypically done by African American men. The Ghetto Delta ad does this overtly, especially in the very end where it says “We fly you there/dun flew up in there”. This video is different in its overt construction of race, like when they’re talking about where they fly, “east side, west side” (etc.) and when they show the black man on the plane “getting his drink on”.
a. Ghetto Delta Airlines
b. Everest College advertisement
How are they the same, and how different? (50-75 words)
Race is similarly portrayed in these two videos through their use of ebonics and slang terms stereotypically used by African Americans. The Everest video does it in much subtler way than the Ghetto Delta video, but it can be seen in parts where he says that the college will work “witchu” (with you), and where he says “they out to help you”. The things he says to the audience also portray race, accusing the listener of sitting around, and talking on the phone all day, things stereotypically done by African American men. The Ghetto Delta ad does this overtly, especially in the very end where it says “We fly you there/dun flew up in there”. This video is different in its overt construction of race, like when they’re talking about where they fly, “east side, west side” (etc.) and when they show the black man on the plane “getting his drink on”.
Question 1
1) Why do cultural studies theorists separate words with capital letters from those without, even when the words in question are not proper nouns (e.g., woman vs. Woman)? Explain why we do this (i.e., what is the convention a shorthand for), and what significance it has. (30-50 words)
Cultural studies theorists separate words with capital letters from those without in order to distinguish between the real and the conceptual. Words in the lower case refer to the real, inaccessible object. These are inaccessible because every object is different. Words in the upper case refer to the concept of the object (the conceptual “Woman”, for example) as it is placed in discourse. The word in the upper case carries all the cultural connotations associated with the object.
Cultural studies theorists separate words with capital letters from those without in order to distinguish between the real and the conceptual. Words in the lower case refer to the real, inaccessible object. These are inaccessible because every object is different. Words in the upper case refer to the concept of the object (the conceptual “Woman”, for example) as it is placed in discourse. The word in the upper case carries all the cultural connotations associated with the object.
Question 5
5) Discuss the following Flash game in terms of ideology and hegemony. Define each term, and then explain them through the game (100-150 words).
http://gamescene.com/The_Urinal_Game.html
This flash game discusses the “common sense” involved in using the men’s room- the set of socially learned (through the hegemonic structure) expectations that a man has when using a urinal in a public restroom. The first “level” of the urinal game discusses the “maximum buffer zone” required between two men using urinals simultaneously. The hegemonic structure is based on a mutual respect for personal space, and in this instance, is based on the ideology of allowing your “bathroom buddy” a buffer zone. Men adhere to this set of ideas: giving each other adequate personal space, avoidance any kind of eye contact or apparent “connection” (pairing) with any other man at the urinal and location that would provide the quickest “exit” from the situation. The cultural construction of “manliness” and respect for a man’s personal space reinforces the expectation that these ideas will be understood and enacted.
http://gamescene.com/The_Urinal_Game.html
This flash game discusses the “common sense” involved in using the men’s room- the set of socially learned (through the hegemonic structure) expectations that a man has when using a urinal in a public restroom. The first “level” of the urinal game discusses the “maximum buffer zone” required between two men using urinals simultaneously. The hegemonic structure is based on a mutual respect for personal space, and in this instance, is based on the ideology of allowing your “bathroom buddy” a buffer zone. Men adhere to this set of ideas: giving each other adequate personal space, avoidance any kind of eye contact or apparent “connection” (pairing) with any other man at the urinal and location that would provide the quickest “exit” from the situation. The cultural construction of “manliness” and respect for a man’s personal space reinforces the expectation that these ideas will be understood and enacted.
Question 4
4) Discuss the implications of the following image for cultural studies and the process of signification (semiotics): https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOooOuF_M7ynsAoZfb5tzKXKPxQOL1T8mGIqn4cPHzCsi0BRnzA3f2ZaP_guTcYDfe0hmb_y_4KuTzupaRMVyf0TZk-I9EijXaZRS-rLAK8JZ_V-xzxpEkCDndCVQyCSN7jEuKgHbvwoY/s320/fs_Magritte_Pipe.jpg (50-75 words)
This image represents a construction of reality based on our conceptual idea of what a “pipe” is. Magritte’s painting refers to our tendency to take representations as reality. This is only an image, and not an actual item, though we refer to it as such in calling it a “pipe”. The image is a sign representative of the idea “pipe”, signifying all the attributes we connect with “pipeness”, and not an actual pipe.
This image represents a construction of reality based on our conceptual idea of what a “pipe” is. Magritte’s painting refers to our tendency to take representations as reality. This is only an image, and not an actual item, though we refer to it as such in calling it a “pipe”. The image is a sign representative of the idea “pipe”, signifying all the attributes we connect with “pipeness”, and not an actual pipe.
Question 2
2) Why do we avoid what I call “audience fallacies” and “authorial fallacies” in our writing? Define each, provide a brief example of each, and explain the significance. (50-75 words)
We avoid audience fallacies because we can never know how the audience will react. An example would be assuming that teenage girls will develop eating disorders from seeing skinny models in fashion magazines. Authorial fallacies are avoided because we cannot assume what the author intended in their writing. Assuming what an author has intended in their work based on anything not included within the work itself commits this fallacy. An example of this would be interpreting a text in a certain way based on outside factors unrelated to the text, such as the author’s religion.
We avoid audience fallacies because we can never know how the audience will react. An example would be assuming that teenage girls will develop eating disorders from seeing skinny models in fashion magazines. Authorial fallacies are avoided because we cannot assume what the author intended in their writing. Assuming what an author has intended in their work based on anything not included within the work itself commits this fallacy. An example of this would be interpreting a text in a certain way based on outside factors unrelated to the text, such as the author’s religion.
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