Thursday 31 October 2013

Constructing the Other

Write an analysis (3-500 words) of one media image of your choosing. This analysis should highlight how the intended reader/audience would construct their identity by a specific reading of the text which is based on the 'othering' of other groups or individuals.
Your analysis should evidence an understanding of the concept of 'othering' and also show some acknowledgement of how much the security of our own fragile subjectivities or identities depend on this process.




In response to this task I chose to look at a Du Maurier cigarettes print ad, as in one image, the ad is able to imply association with a higher social class, to go alongside the catch phrase, 'for people with a taste of something better'.

This image exudes a sense of class that comes with smoking these cigarettes and has 'othered' the people who do not live this lifestyle. In doing so it has led people to believe that smoking du Maurier cigarettes will include or associate you with high class apartments with breathtaking views and expensive sound systems.

In understanding how the concept of 'otherness' fits into this image, it is vital to first see what the image implies, so I looked at it's composition. Not only are the two companions situated in what appears to be a luxurious apartment, the cigarettes are right in the foreground, and the clearest part of the image as a result. On top of this the cigarettes emerging from the pack are suggestively pointing towards the couple and the image of a certain lifestyle that emulates around them.

By showing this lifestyle as something to strive towards, as I'm sure many average citizens would, it shows them a potential identity they could embody. The brand as a whole is representative of this identity and in associating themselves with that, so do the viewers, thinking that the consumption of this product will get them a step closer to living this lifestyle.

Tuesday 29 October 2013

OUGD504 Design For Print Packaging

I wanted to ensure durability in the publication and so thought it best to have some form of packaging that would protect it.






























Friday 25 October 2013

OUGD501 Lecture 3: Identity

Lecture aims:

  • Historical concepts of identity
  • Foucault's 'discourse' methodology
  • To place and critique contemporary practice within these frameworks, and consider their validity
  • Postmodern theories of identity as 'fluid' and 'constructed' (Zygmunt Bauman)
  • Identity today, especially in the digital domain
Theories of identity:
  • Essentialism (traditional approach)
  • Our biological make up makes us who we are
  • We all have an inner essence that makes us who we are
  • POSTMODERN THEORISTS DISAGREE
  • Postmodern theorists are anti-essentialist
Phreneology


Phreneology explores the concept that the way in which a persons brain is broken down is what defines them, as there is a balance in the brain. For example, an imbalance forms when 'animal' part of the brain is larger than the 'moral' part. In this, it suggests that criminal behaviour is inherited.

Physiognomy:


It was suggested in Western Europe that white european races are both physically and mentally superior


The image above shows how intelligence was graded, promoting racism and attempting to give scientific proof to racist ideologies.

For example, Arian races were considered to be superior in Nazi Germany over other races.


This was a way to insinuate a superiority over some races.


The image above is an example of this concept, with the inclusion of highly exaggerated facial features of Jewish men that supposedly sent Jesus to his death.


Chris Ofili uses the above painting to exhibit the Virgin Mary as a different ethnicity to white European, as she is ordinarily portrayed.

Pre-modern Identity: The idea that personal identity is stable, and defined by long standing roles in society
Modern Identity: Modern societies begin to offer a wider range of roles within society, allowing people to 'choose' their identity, rather than being born into a family of eg. farmers. Because of this people start to become more concerned with their identity.
Postmodern Identity: accepts a 'fragmented self'. Insinuates that identity is constructed

'Secure' Identity:

Showing the related institutional agencies with vested interest -

Farm worker ............ Landed Gentry
The Soldier ........... The State
The Factory Worker ................ Industrial Capitalism
The Housewife ............ Patriarchy
The Gentleman .......... Patriarchy
Husband-wife (family) ........... Marriage/Church

Modern Identity
19th and 20th Centuries

Baudelaire introduces the concept of the 'flanuer' (gentleman stroller) which is in reference to an upper class male who is out to be seen in their best clothes. It is representative of patriarchy and a male dominated society. There were no 'Flanuese' (female) because women were not to be wondering alone.


The concept of the 'flanuer' suggests that men who can stroll as oppose to going to work are of a higher social class than those who do.


Georg Simmel's theories

The Trickle Down theory:

Lower classes mimic the upper class and copy their fashion. It is the aim of the upper class to stand out and in doing so they regularly change their fashions, showing their wealth in buying something new.


Strollers here are painted in a different light, showing people to be overly consumed with their appearance that they appear vacant in expression, as if they are alone.

"The feeling of isolation is rarely as decisive and intense when one actually finds oneself physically alone, as when one is a stranger without relations, among many physically close persons, at a party, on the train, or in the traffic of a large city" - Georg Simmel

Simmel suggests that:
Because of the speed and mutability of modernity, individuals withdraw into themselves to find peace. Simmel describes this as 'the separation of the subjective from the objective life'

Postmodern Identity

Discourse Analysis - Identity is constructed out of the discourses culturally available to us. This leads to the notion of stereotypes:
- Age
- Class
- Gender
- Nationality
- Race/ethnicity
- Sexual orientation
- Education
- Income
Etc.

Discourses to be considered:
- Class
- Nationality
- Race/Ethnicity
- Gender and sexuality

Class

Much of written history is about white, middle class males, which creates a sense of 'otherness' for surrounding people who don't fit this class.

Humphrey Spender
Pictures of working class life - the worktown project:


Audience of 'A Midsummer Night's Dream' shows that culture is available to people, but there are only  select few taking advantage of it.



Martin Parr - "'Society' reminds one of a particularly shrewd, cunning and pokerfaced player in the game of life, cheating if given a chance, flouting rules whenever possible."



Parr photographs British peoples lives, in such a way that mocks the classes above them.

Nationality

Alexander McQueen - "Much of press coverage centred around accusations of misogyny because of the imagery of semi-naked, staggering and brutalised women, in conjunction with the word 'rape' in the title. But McQueen claimed that the rape was of Scotland, not the individual models, as the theme of the show was the Jacobite rebellion."


Race and Ethnicity

Chris Ofili uses african models and is one of the first black artists. His own Jamaican heritage allows him to look at perceptions of black people and the manner in which they are represented.


No Woman No Cry- makes references to Bob Marley, and mounted on elephant dung as an interpretation of what people think of as black culture.


Gillian Wearing - Signs that say what you want them to say

Gender and Sexuality




'La Garconne' is the female boy a term brought about when women began to become able to look more androgynous



'If you're dealing with a feminine subject matter, women almost always have to use themselves.' - Germain Greer



Thursday 24 October 2013

OUGD501 Consumerism Task

Using the text Berger, J. (1972) 'Ways of Seeing', write one critical analysis of an advert which, in your opinion, reflects the logic of consumerism, or the social conditions of consumerism.



In modern society, advertising is more competitive than ever and it has become the 'norm' that advertisements are forced to promise things to their consumers as a counterpart of purchasing their product, whether it is openly said or, in more cases, simply insinuated via a visual language. John Berger explores the manner in which we are manipulated by advertising in 'Ways of Seeing'.

The example above is a perfect representation of the fact that manipulative advertising has barely changed in the past few decades, as the Estee Lauder For Men print ad shown above, perfectly exhibits much of what Berger explores, 12 years earlier. The advertisement implies that this fragrance will make a man somewhat irresistible to women, that you will be in a profession that requires you to wear a tailored suit, and the tagline 'Because if you feel good about your scent, so will she' insinuates that women's attraction to you should be your priority, and exhibits that "to be desired is perhaps the closest anyone in this word can feel to being immortal".

The unspoken claim that this ad makes is that possession of the fragrance will make you superior to those who don't. Advertising like this relies heavily on the fact that people by nature are envious of those living more glamorous lifestyles. The desire to be glamorous is the desire to imply to others around you that you live in a way that you may not deserve, as "glamour cannot exist without personal social envy being a common and widespread emotion". Similarly, the public find some sort of comfort in knowing that they are of a higher social class, since "being envied is a solitary form of reassurance".

Essentially, this ad comes down to a basic human instinct, to decipher what you see over what you are told. "Seeing comes before words. The child looks and recognises before it can speak" so in this instance, the viewer can see the woman draped over the man and immediately assumes this is the result of this product, over realising that it is just an overpriced fragrance.