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.
Thursday, December 9, 2010
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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