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Alexa Chisholm

Visual Culture

Dr. Murray

3 May 2017

Today’s society is constantly evolving within every aspect. While many aspects are in economics or politics, the technology growth is most prominent. The many new inventions made by so many brilliant people are endless. A certain aspect of technology, social media, has been growing like crazy. Whether it is the making of new social media platforms or the rise of old ones, still growing none the less. Putting the website YouTube under the microscope the idea is brilliant. Before blowing up, this site was primarily used for watch funny videos of cats or dogs. The classic ‘Charlie Bit My Finger’ video which put Charlie and YouTube on the radar for the public. Evolving from funny animals and children this platform host many different types of communities. Ranging from women like, Desi Perkins, make up blogger, to Tyler Oakley, comedian, these people have made a living from this platform. These people have become so influential in today’s society they are going to awards shows with actresses and other celebrities. Overall this amazing platform has become the power house of social media setting the norm for society.

While many creators who are very well off and using this as their main source of income the smaller creators are the ones who are going to form the way Youtube is looked at in the up coming future. A beauty guru who goes by the username macup101, better known as Tori Sterling, is one of the fast rising Youtube’s of the beauty community. Value of image is a very important factor into growing her channel. In this particular instant, value of image to society is the main focus. Their is a monetary value to the images made by Sterling onto other platforms, such as Instagram. But when looking at her video’s on Youtube the image she is projecting is to an audience of society. Given that she is established enough to generate an income from this platform. While a monetary value is important she is not able to grow her subscriber count if her image to society is not perceived in a certain manner.  Corresponding, many people can implement the idea of a celebrity’s brand image. This can entail many different idea’s for many different people. For example, while many famous artist, such as, Ariana Grande, a singer, have more than just their music. Grande has many lines through her personal name and through other companies. When people think of Ariana Grande they mostly think of her music but then they are able to aline their search with her many products. Similarly, Tori Sterling has a brand image for her but using the outlet of Instagram and Twitter. Sterling’s brand is how she promotes herself throughout the different platforms that are at her disposal.

On the other hand, Sterling’s Youtube channel is a perfect representation of bricolage. This term is defined as; the practice of working with with whatever materials are at hand, “making do” with what one has. As a cultural practice, bricolage refers to the activity of taking consumer products and commodities and making them one’s own by giving them new meaning. Sterling is given products by various companies and is asked to review the product or incorporate that product or company into her video’s. For Sterling she is making money from this business deal and for the company they are reaching a new crowd of consumers. It benefits both parties to have these sponsored video’s within the various communities. Virtually every influencer is partnered with the company Audible. This company is a place where you can purchase books and listen to them rather than just reading them. Many of these influencers give a discount code to their viewers for a trail. After than the consumer decides if they want to continue this membership or stop it. But it is not only Audible that is reaching out, many other companies are stretching their hand out to these creators. Some influencers even get to push the envelope even further and collaborate to make a product that has both their names on it. A prime example would be BH Cosmetics and the Carli Bybel pallet that has eyeshadows, blush, and highlighter. Rolling with the theme of reputation and getting their name out to the public. The idea of mass media can be introduced. Social media has been a giant part of growing up for many young adults and now young children. Being born into this world has given us a sixth sense just for being on social media. Creators and influencers reach a mass amount of people ranging in age and other areas. Mass media has been around since us as humans discovered how to communicate information to others far away in an instant.

Communication has been a part of our lives for many years now. From men on horses riding around yelling “The British are coming” to sending a text or iMessage to a friend. We communicate many different things throughout the day and it varies from person to person. Discussion about many different topics have been opened up to a bigger audience. Youtube has a section where viewers can comment anything that they like on the video and their opinion. For channels like Sterling’s or Perkins’ the comment section is predominately about make up or fashion. Along with that, comments on Oakley’s videos are most likely about his comedic content that he puts out. But for other channels, this can be used to voice many different views and opinions about more serious topics. This has created a public sphere for virtually everyone in the world with access to a computer and the internet. Comments can range from a simple word to a well thought out paragraph. Even a comment has the ability to be commented on making the discussion even bigger. Communication has many opportunities to lead to another whole big plan. These beauty bloggers ( video blogger ) are sharing what their opinions are of a certain product or company. Companies are reaching out to these influencers and pushing their products to a new type on consumer. First, it was advertisements on the radio then the television, and then in magazines. Having a top magazine company, like Vogue, to have a product advertised would mean that their product and company were being seen by the ‘it’ people. Following these platforms, Youtube became the place to really push advertisements and get people to engage with the company. Video’s are being put out with the title ‘Haul’ and everyone is dying to see what that person bought. Being a creator for Youtube created a personal level that A-List celebrities could not create. It is like you are talking to your best friend about what they bought and it make you want to go buy it. Like previous mentioned, the company Audible sponsors a video that a creator would put out and they get their name and product out there. With a growing subscriber count a new opportunity for a company is to receive a consumer.

These advertisements have created a window for companies to really catch the consumers they want. By having these influencers, such as Sterling, use these products on camera and give their true thoughts creates a sense of realness that no other platform can give. All age groups are watching these video’s but the younger ones who are just starting out are more prone to go out a buy a product. Preteens are just discovering the powers of makeup and just learning how to apply it. By watching these tutorials provided by these creators can have a lasting impact on their mind. While out shopping for makeup in the back of their minds the product that one Youtber said was good, then they proceed to buy it. Even if a certain video is not sponsored the title ‘Favorites’ can help advertise for the companies. These creators are talking about product that are really do use in their everyday life. Only shedding a good light in the companies direction. Which eventually leads to a purchase made by a consumer because of their opinion.

Overall, the Youtube community has created something that is truly genius. From a place where comical video’s of cats riding around on vacuum’s to young men and women creating content that harnesses who they are. Being able to make money off of this is only a plus for the creators. As the viewers and consumer’s, they have help grow this blossoming community to reach their full potential and push them past their limits. Now, Youtube has created some many sub-platforms that are giving many people new jobs and our lovely creators yet another platform for them to work for.

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Our textbook defines parody as; cultural productions that make fun of more serious works through humor and satire while maintaining some of their elements such as plot of character. This movie is a parody of the well known series, The Hunger Games. Many of the same characters are weaved into the movie. The plot is essentially the same thing as The Hunger Games. Along with that; this film also involves characters that we not in The Hunger Games but other movies. Characters like The Avengers and featured in this film.

Along with the term parody, this films also features irony. According to Webster Dictionary  irony is defined as; the expression of one's meaning by using language that normally signifies the opposite, typically for humorous or emphatic effect. The Starving Games as a whole movie uses these idea’s of parody and irony throughout. Irony is exposed within the trailer of the movie and is made for a humorous fan base. 

I think that this film is a perfect example of how these two terms go hand-and-hand with each other. Yes, the movie is not targeting a serious matter to remake it is still considered a parody. The textbook definition gives parody a very slim meaning, especially for today’s society. Many things have strayed from their original meaning or have multiple interpretations of what the meaning is. Irony is clear in the sense of humor is a major factor for something to be ironic and for this film. 

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The term social media evolves with the time period. Before the internet it was a newspaper and before that it was word of mouth. As humans, we unwillingly crave the need to know everything about anyone. Over the time the news has become an important outlet for certain issues; such as, a mass shooting or a local car crash. But even in those instances, the news in projecting this information to the public. 

The textbook defines mass media as “those media which are designed to reach mass audiences, and that work in unison to generate specific dominant or popular representation of events, peoples, and places” (Sturken 359). I found this particular image especially interesting due to the medium used. Having this idea printed as the headline on a newspaper is a powerful message. People often do not think that the paper is a form of mass media, but it does the same thing that CNN or Twitter does. Handing out information about public events or public figures. 

We often think of social media being Instagram or Snapchat, but it can be other platforms. But this image is conveying a very explicit message to the viewers. Propaganda is sending messages through images to the public. Often connected to the classic image of Uncle Sam and the words saying “I Want You” often helped influenced many people to join the army to fight a war. While this image is not encouraging people to fight a war, it is sending a message with the hope that a group of people agree. 

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Alexa Chisholm

Prof. Murray

Visual Culture

22 March 2017

In today’s society it has become the norm to have your life broadcasted all over the internet. Whether you are a normal college student or you are Kim Kardashian social media is a huge part of everyone’s life. It has become the new drug of choice and everyone is using. There are many platforms in which people express who they are; such as, Twitter, Instagram, Facebook, or even Snapchat. Today’s way to communicate is virtually all through the screen of a phone, tablet, or computer. Advertisements and such are bombarding all these social media sites just to get their name out there. Even to promote political ideas such as the past Presidential election. A current trend that is going around the internet is to edit a already existing picture and put a comical twist on the image. The new images are called “memes” and they have been circulating the internet for about three years now. These new images are known for their comical ideas but they can have a strong point of view on a certain issue.

This practice of reinventing an image is closely related to the idea of appropriation. According to Practices of Looking: An Introduction to Visual Culture, a textbook, written by Marita Stuken and Lisa Cartwright these two practices are virtually the same. The textbook defines appropriation; as the act of borrowing, stealing, or taking over others’ meanings to ones own ends. Cultural appropriation is the process of “borrowing” and changing the meaning of commodities, cultural production, slogans, images, or elements of fashion. Creating these images are one of the biggest trends in the world and it does not take much skill. This particular “meme” has to do with the recent election of Donald Trump into presidency. The original picture was the advertisement for a Disney Channel show called “Cory In The House” and his body is surrounding the White House. But instead of having the actors head, Kyle Massey, the artist who changed the picture put Trump’s head on the body of Massey’s. Although this particular edit does not have any hidden meaning it does contribute to the controversial idea of Trump being elected into office.

Correlating with appropriation, another term that could be connected to these ideas is bricolage. Sturken and Cartwright’s textbook defines bricolage as; the practice of working with whatever materials that are at hand, “making do” with what one has. As a cultural practice, bricolage refers to the activity of taking consumer products and commodities and making the one’s own by giving them new meaning. This has the potential to create resistant meanings out of commodities. Bricolage is a trend that is heavily followed by a substantial amount of society. In this case of the “meme” virtually every child, teenage, and young adult is aware of this trend. The textbook gives the examples of young children and teenagers wearing their sneakers unlaced or baseball hats backwards (Sturken and Cartwright 350). Bricolage is about current trends that is seen in society. Like the backwards hat or unlaced sneakers these memes are the new trend. This particular meme of Donald Trump is visually representing the fact that Trump will now preside in the White House. But the underlying meaning can be interpreted in many different ways. These memes are often misunderstood or the idea that is being passed on can be spun off into a different idea. There is no explicit meaning that is being pointed out by that particular artist.

The ideas of appropriation and bricolage are very current in today’s society. The fairy new practice of meme’s is still on the rise and most likely continue to rise. The people who make these could be fourteen year old kids bored in class or they could be twenty four and working for a well known company or person. Although, many of these memes are strictly used for comical entertainment some can be used as ammunition to shot down a company or competitor. While this particular meme has not been brought up in the media this can still have an impact of the views of Trump and how people could view him as a child in the White House. But the very reason this photo was made could of been to have a good laugh. Interpretation is open to each viewer and each viewer virtually could spin this off into thousands of different ideas.

Time Stamp: 12:45 on March 22, 2017

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The advertising industry has always used the human body to sell any given product. Whether it is cars to a fragrance a human body, mostly women, is being used to sell the product. It is the simple idea of sex sells, which is being showed with this particular ad. This ad is not only using the fame of pop star Katy Perry, but using her body. The word choice and the placement of the product being advertised can give off a sexual connotation. 

If this advertisement was not for Pop Chips and this was an art piece people, like us, would not be analyzing the meaning behind it. The simple idea of a brand using a women’s body parts to sell a certain product with suggestive slogan can change the whole meaning of the picture. Personally, the brand is using Perry’s body to sell this product. The slogan of “nothing fake about ‘em” can very well be talking about Perry’s breast. If the bag of chips we not placed around her chest area, it could change the whole ad. But each item was placed where they are for a very specific reason, sex sells. Yes, Perry is not nude but the same ideology is behind the picture. 

Now a days we see teens showing off their features all over social media. Even influencers, like Perry, are showing off more than a women would five years ago. With changing times comes changing minds and accepting the change. Each generation is going to evolve to society and what is of the norm for any given time. Humans are being scrutinized if they are wearing too much or too little. Not only women are being put under the microscope of societies standards. The difference is that the media talks about the struggles of women more often than men. If this ad was a male with the bag of chips covering is crotch with the same slogan of “nothing fake about ‘em” the media and public would not have as much of a problem.