Practices of looking.

Marita Curten and Lisa Cartwright.
The writers of this piece starts by emphasising the importance of visual images.  They explain that images are central to the success of the commodity culture and of consumer societies dependent upon the constant production and consumption of goods in order to function. They explain how images in advertising often give the audience of longing of a lifetyle that should be envied. They explain that visual images transports their audience to a world of "abstraction", a state of presence of imagination, where the audience imagine being in the world of this luxury that adverts portray.
The writers also explain the need for companies to outsource the expertise of ad agencies who are responsible for continously rejuvinating campaigns in order to keep the audience attentive and preventing them from changing the channel for example when an advert comes on.
Consumer Society.
As the writer explains, advertising is one of the primary ways by which goods are promoted, whether on product packaging, print, television or radio. The writer explains the emergence of the consumer society which is associated with the late 19th century and 20th century, where the goods and services were mass produced. The writers describe the consumer society as one in which " an individual is confronted with an assortment of goods, and in which the characteristics of the goods change constantly"
The writer argues that for consumer societies to survive, there has to be a constant demand for goods and services, and these goods are then repackaged and branded different. A marxist theory claiming that overproduction is essential in the consumer society as it forces the consumers to constantly spend money.
Contemporary consumer culture has seen a shift in industrial capitalism to post industrial capitalism.

Fandom!

I havent done the reading for this week, simply because of excessive workload and other things, and as John keeps telling us he doesnt intend to drain us out with media culture. What I found was that because of the constant reading, Im beginning to get bored and the readings are becoming more of a chore, so I decided that instead of posting a reading on this week, what I will do instead is talk about Fandom, and my opinion based on the lecture we had.
In  the lecture notes, what I found particularly interesting was the the concept of  "Fan devotion, which was also multiple Fandom". Ultimately films like Harry Potter, Lord of the Rings and more recently Twilight came to mind. Being a fan of Lord of the Rings and Xmen, I wondered why these particualar films had multiple fandoms... My guess is its probably because its a box-set, its also based on a series of actions and films. This makes it possible for the audience to actually watch the films, and relate to the characters. For example with X-men, I  found myself developing a sort of relationship with Wolverine, a character played by Hugh jackman in the first film, by the 3rd film, I had grown so fond of him, my allegiance so to speak had been formed, I knew what team I belonged to. This would possibly apply to the audience of Twilight as well. A lot of fans will have formed some sort of admiration of Edward in the first film New moon before Edward in New Moon, and by the third film Epic, will have clearly established their allegiance.
Furthermore I found the concept of shipping very interesting, as I was able to put this in perspective. For example in X-men, the fictional character Phoenix and Cyclops were in a relationship, however this was almost threatened by the arrival of Wolverine.. I found this very exciting, and found myself wishing wolverine and Phonenix, also known as Jean Gray would be involved romantically. After rthis lecture, I was able to ask myself why I wanted Wolverine and Phoenix together instead of her relationship with Cyclops, and I was able to think it had to do with heterosexuality. The fact that Wolverine was a more appealing, strong, muscular character, which I find appealing.
I know right, I dont seem like a girl who would watch X-men... well i guess you have no clue... I am one who watches Epics... and action packed super-hero fims.. As I write this blog, I am soooo excited about the release of  Prince of Persia, Robin Hood.. and I still havent seen Clash of the Titan.. I need the academic term to be over.. sorry John! :-)

Post modernism and The Other side

Dick Hebdige.

The author argues that the term "Post modernism" is one which hold some sort of distorted meaning to, and often used when referring to anything post-war. This could be an arhitectural building or even the decline of the university. The author further suggests that the word to some extent carries a "lazy" connotation.
The author believes that because there are so many definitions and unclarity about the word, and differing opinions and debates have been formed about this word, the topic must be worthwhile in terms of research.
In order to do this Hebidge decides to apply semanticc research methods. Michael Newman simplifies the definition of the word by dividing them into two aspects. The first one which is derived from Kant simply defines post-modernism as "seeks to establish the autonomy of art", whilst the second one which traces back from Hegel "aspires to the heteronomous dissolution of art into life/ political practice and leads through the surrealist, the constructivitist, futurists, etc to the performance artists and the conceptualists on the 1970's.
Hebdige further states that the term can still be defined differently by different writers especially when they are talking about different "posts".
The author describes three main features of post-modernism, which are very critical of marxist theories.
1. Against Totalisation
2. Against Teleology
3. Against Utopia

Indie culture not so individual!

Whilst doing my reading on popular music, one thing kept going through my mind.. Indie music which I am so much a fan of. The indie culture is one which I am very much a part of and relate to. The indie culture is known as anything which is anti mainstream. My love for alternative music is one which falls into this category, the love for alternative form of entertainment, for example indie club nites etc.
The concept of pseudo individualisation is one which interested me, as it is somewhat reflective of todays indie scene. The indie music scene is one which still tries to portray and individual and alternative style of music for its listeneres, however more artists within this genre tend to be crossing over to mainstream music, for example Kings of Leon, probably for financial gains. However most of these bands still hide behind the individual concept.
This concept can also be applied to other aspects of indie culture, even the fashion aspect of this culture, where the need to be different and eclectic is the norm. I have found that stores like Urban Outfitters which is a popular choice for the consumers of this lifestyle. I found that they are selling the idea of pseudo individualisation to their customers, whilst in actual fact  their products are standardised to fit into the "expensive high street store" which also suits a mainstream customer.
Furthermore, I also found that the concept of  industrialisation could be applied to this culture.Popular music can be seen as ‘industrial’ in the way it is mass produced and centralised in its economic organisation. The way that indie fashion is mass produced for examples in stores like Topshop, urban outfitters, Allsaints is very industrialised. This does make me wonder is the indie culture I love not so individual anymore???

Deconstructing Popular Culture.

Stuart Hall.
What is he saying?
Staurt Hall argues that the term popular culture or what it is termed to be popular emerged in the 1880's to the 1920's a time where there were a lot of political, social, and cultural changes. Hall argues that during this period, the culture of the working class is supressed, in what he calls "popular imperialsm". He uses the press as an example in which he suggests that the middles class press of the mid nineteenth cetury was constructed on the back of the destruction of the working class press.
Hall argues that the term "popular culture" is simply a term used by socialists to sell an alternative lifestyle to the masses. He believes that the lives of the working class are reorganised, reconstructed and reshaped trhough the media for example soap opera coronation street. He arguesm that through repetition and selection the cultural industries are able to impose the concept of dominant and preferred culture.
Hall suggests that there is a continous attempt of the dominant culture to constantly disorganise and reorganise popular culture.
Reading this text has given me an an alternative understanding of popular culture.

Popular music

Theodor W. Adorno.

Poular music is standardised, and often neglects the rules of "serious music", such as number of bars in the chorus, octave amongst others.  Adorno goes on to further suggest that listeners of popular music often react to part of the songs more sore than the whole nature of the song. He believes that popular music  is pre given and pre-accepted which means the listener knows what to expect even before the music start, in order words suggests that this type of music is predictable.
Using Beethoven as an example, Adorno suggests that unlike popular music, the meaning of songs can be drerived through the context and only through the whole music does the listener acuire lyrical and expressive quality which means they will have to engage with the whole song, before feeling and understanding the lyrics behind the whole song.
Adorno goes on to further explain that the difference between popular music and serious music cannot be distinguished by simply terming them as "high-brow, or low-brow" . Adorno suggests that popular music is subject to standardisation by its promoters to fit the idea of a liberal and individual society where people have access to what they want.
Adorno believes that popular music is already pre-planned , and does not require the audience to fully engage with what they hear, however if this is done with serious music, the listener often find that the music is not "understood"
Popular music can be seen as industrial in the way that it is mass distributed, and ways in which the success of old songs are imitated.

Pseudo Individualisation.
Adorno draws on the concept of pseudo-individualization, a concept which means adopting the process of mass production under the disguise of  free choice or open market. Adorno believes that the standardisation of songs keeps the listener in line and helps them forget that the songs they hear are already pre-digested.Understanding popular music means obeying commands for listening, as popular music commands its own listening habits.

Theory about the listener.
This type of music works because the listeners are distracted from the demands of reality by entertainment which does not demand their attention. Listeners often want to have fun, and they listen to the type of music that will help them forget about the war, unemployment. This type of music provides them with the relief that they are seeking as it is patterened and pre-digested. On the other hand the stimuli provided permits an escape from the boredom of the mechanized labour.

The Social Cement.
Adorno believes that listeners of popular music do not understand music as a language in itself, otherwise they wouldnt tolerate the largely unifferentiated material. He believes that that music of this type is often shared by the youth, as they are more receptive and signals their willingness to obey.

Beautiful people, or simply Philistines???

The website beautiful people, has been one which has caused controversy since it was launched. It is simply a dating site for yes you guessed it "beautiful people", and excludes ugly people from joining the website.

Hmm shallow I know,well I decided to probe a little further and decided to apply for this membership, not because I am looking for a date, believe me I am more than capable of finding a date, without the help of a dating site.
 Anyways I applied to join this service, in order to get an insight into what the dating site was about.
I was shocked beyond belief at my discoveries.
 Contrary to the media coverage, this wasnt an exclusive website, where attractive people found their soul mates, but merely a forum where... err not so beautiful people, but a group of sad people went and hoped their egos will be massaged, by people who the only thing they had in common, was probably the size of their peanut brains.
Before, I carried out my research, I was certain that these people and website could be termed as Philistines, simply because they were simply shallow, and were very interested in the materialistic ways of the world, and most of all the pettiness of finding an attractive soul mate.What happened to "dont look for love, let it find you",... I guess Mathew Arnold was right, old traditions are fading away, gone are those days, were men courted women!
As I digged deeper into the process, I found out that after you applied for your membership, exisiting members would then vote as to whether you were considered beautiful or not. Ok fair enough, pass the judgements if that helps you feel better about yourself right?? Oh no... I discovered that the applicant created forums where they pleaded with existing members to vote for them..
Having made my discoveries, I changed my opinion about this website and decided they werent even worthy to be called Philistines, at least Philistines were middle class, these people were simply the populace, the masses, a bunch of low- class, shallow minded people who simply either wanted to pass time by, with endless, revolting and smutty conversations, or were simply looking for a sex buddy.
My research then took a turn for the better, when I stumbled across an article in Pr week, claiming that the Pr company responsible for Beautiful people, had aimed to provoke media attention with controversial press releases. They hoped this would spark a debate and attract more hits and application.
It makes my stomach churn, to admit that their pr campaign worked, as their websites has been flooded with several applications.
This made my research slightly more difficult, because I went back to viewing them as Philistines, a bunch of money grabbing, attention seeking individuals, interested in Petty little things.
Judging this website as a Leavistist, I believe this is a very shallow media text that is not worth viewing or visiting. It is far from being an intellectual media outlet, it seems to be spreading through the masses, as more people seem to be applying to join this website.

I am sure you are all wondering, if i got accepted, No i didnt, only because I refiused to participate within the groups, I didnt beg for votes or even have a profile picture, so yes there was nothing to vote for, I could have been a three eyed monster for all they knew.

Sweetness and Light

Sweetness and light" simply nice things asscociated with culture,  such as horse riding, pheasant shooting, fox hunting, ballet, opera etc. But unfortunately, I dont do any of those things, even though my parents seem to have exhausted their means in trying to get me to be more "cultured".
Seems I have to pick a generic media text then, seeing that everything I do and enjoy will not fall into this category... (gigs, and booze).
A media text that may be viewed as  providing us with "Sweetness and Light", may possibly be a day at the ballet, which Im sure is lovely, or an evening at the Opera, which again I'm sure is a pleasurable way to pass time. However I am inclined to put forward a day at a show such as Cirque du soleil..
I recently visited the Royal Albert theatre, to watch a performance of the Canadian circus, Cirque du Soleil, and I think it is an absolutely brilliant show.
Unlike, various Circus's out there, Cirque du Soleil, combines show stopping acrobatic performaces with emotional and well composed songs, whilst telling a dramatic story.
In order words, combines the elements of ballet, and an opera performance.... doubt you can get any closeness to "Sweetness and light".
The often emotional and instrumental songs, playing softly in the background, whilst watching an intense and dramatic performance, evokes a feeling of warmth and injects a taste of "Culture" that is so sought after by many.

The performance, captures the mind and attention of the audience,conjuring up the same feelings you would achieve at the Opera, or the Theatre, and this feeling is definitely my "Sweetnss and light". Simply watching, and consuming, the art and talents of these performance, transports me to a place, a place of solace and calm..
The show communicates very strong messages to those who enjoy art and creativity, as it leaves room for translation. The audience would need to allow themselves to engage with the acts on an emotional level, which then enables them to translate the show. It conveys the message to theatre lovers, that to enjoy a good performance one does not need to limit oneself to classic theatrical shows, but can enjoy the combination of diferent elements of theatrical art in a show like Cirque du Soleil.

Mass Civilisation And Minority Culture

I read this piece, which is somewhat confusing, but after a couple of reads managed to get the jist of it, and found that it was a somewhat interesting piece.
In this article, F.R Leavis basically talks about the problems we face today in describing culture,he believes that in any given period or era, only a small minortiy understand art and literature which culture is heavily attached to. He believes there is the minority that believes that there is a certain way to respond, i.e how to act, what is right from wrong.
However he believes that the modern phase of human history has changed this dynamics,a term he names "The machine", e.g the automobile, he believes has broken up families and revolutionised custom. He also mentions films as a strong influence, as they target emotions, thereby causing a passive direction which leads the masses not to think for themselves.
Furthermore, he argues that the landmarks have shifted, the distinctions and boundaries are all gone, and so there is no definite term for "culture" as everyone has their own idea of what culture is or should be.
In addition, he believes that it is impossible to resist" the machine" or attempt to create a new "mass culture".

The Couture Culture

Ive always tried to understand the difference between individual identity and culture, and  at this stage I'm still unable to do so.. I dont know maybe this confusion has stemmed from my African background, the fact that my parents do not believe in anything creative. The pure mention of my passion for fashion and interest in fashion is usually the root of all arguments in my household.
So when I was asked to pick a media text that could describe my culture, it was inevitable that it would be a fashion publication, and ofcourse it had to be every fashionistas style bible... VOGUE!
I believe vogue represents my culture, as I live by this book, to me Vogue is not just a magazine, its a way of life. It is every model, photographer, and designers dream. We worship Anna Wintour, editior of US Vogue and believe Andrea Leon Talley is a god. Some may view vogue as another fashion spread but this is a view shared by the ignorant. For a young designer a feature in Vogue and the backing of the magazine could be a life long ambition achieved.
To a girl like me, Vogue signals hope, and strengthens my ambition to succeed in the fashion media industry. Vogue frames my thoughts just like ones culture, the way I view a hand bag is different from someone who reads "more magazine", I do not view a hand bag as just a hand bag, I reflect on all details.
Vogue influences my personal choices and most of all my personal appearance.  As a student who is aspiring to work in fashion Pr, Vogue embodies strong journalism, and connects with its audience in ways which every media text should.

Vogue is the pinnacle of couture and high fashion, and therefore appeals to me more than any other fashion media publications. I am very interested in high fashion, and I believe that every fashion piece even if bought in Primark, owes its root to high fashion designers, and Vogue simply places me in the heart of these creations through its publications

Some may criticise this culture as a slightly elitist and snobbish culture, which is chracterised by the ditzy park avenue princess or the incredibly underweight girl strutting the Vogue offices in her new Christian Louboutins and Chloe paratay hand bag, but to me Vogue isnt a magazine, its food for the soul...