In researching some material for my blog this week, I stumbled across a news story on Fox News, reporting on a controversial ad in which a mother is painting her little boy’s toenails pink, with the caption “lucky for me I ended up with a boy whose favorite color is pink.” This ad is supposed to be advertising the clothing both mom and son are wearing. According to the Fox News, however, this ad is “blatant propaganda celebrating transgendered children”.
During my reading on language and the media, “The Language of Media”, an essay written by Charles A. O’Neil, outlined the different factors that are involved in writing and making an advertisement. One of the factors, titled “Edited and Purposeful”, describes advertisements as “engineered messages” that “exist in the context of our society”. According to Fox, this is more than just a clothing advertisement; in fact it is propaganda for the homosexual community that has become so prevalent in society today. According to O’Neil, this advertisement was brilliantly written and produced to pertain to this community and all the controversy that comes with it. Another factor, “Demanding Attention”, also allows for some reasoning behind the choice of this advertisement. “Advertisers use many techniques to attract and hold the attention of the consumer audience” and the most common is sexuality. Not only is our society today a very sexually aggressive one, but there are many audiences who are at the defense for acceptance of their sexual orientation, and for this reason holds on to and exposes anything to do with it. This ad, if indeed it does support transgender or other sexuality, is an example of the response from our society to these people, a response of acceptance. This is the problem that Fox News has with it.
Another reason, stated under “Involving”, as to why Fox News and others might have such an issue with this advertisement, is that ads “exploit parts of our society, the young, insecure, or clueless.” They are about “the systematic, deliberate identification of our needs and wants, followed by the delivery of a carefully constructed promise that the product will satisfy them.” So if this is the case, then this fashion ad does no harm right? It is simply a mother and her son, well dressed, enjoying themselves. The problem is that “as soon as we see or hear an advertisement, our imagination is set in motion, and our individual fears and aspirations, quirks, and insecurities come out to play.” So for all of society that has issues with their sexuality, who does not feel accepted or who feels left out or lonely, they can all look at this ad and feel a sense of hope, a sense of joy that this mother and son feels, and a sense of acceptance that this mother has for her son who likes feminine things (which to many is the indication that he is gay).
Although some people may think that Fox News is completely overreacting, it is clear that advertisers have an ability to make us feel a certain way, and that they know exactly what is going on in society and how to use it to their benefit, and finally how to get people to make a fuss out of their product. In this case, there is so much controversy over this advertisement that it is almost impossible to think that what they were actually selling did not benefit.
Tuesday, April 26, 2011
Thursday, April 21, 2011
Media Influence
It was around five pm and I was walking out of the school grounds, excited to go home. Today was an extra rough day, in terms of playing of course. You see, I was eleven years old and spent my afternoons at the afterschool program where I did homework and played for hours, until my dad picked me up on his way home from work. The concept at this young age of “overseas” was hard to grasp. More specifically, the image of America was one of great respect, of wonder and admiration at the power that this one place held across the world. I could not always understand everything related to this place, but I did know that this was the place where everyone wanted to go, and that my family would, at some point, go there too. I remember walking toward the car, confused as to why my dad wasn’t leaning against the car, ready to take my backpack and open the door as usual. Instead, he was sitting inside the car, his hand covering his mouth, looking at the dashboard. What is going on? I got in the car, expecting to start babbling about my day, but was silenced by the blaring radio. I couldn’t understand what it was saying, and decided it would be best to wait as my dad gestured a “hold on one minute” sign. I looked at the radio and remember the date displayed, 11 September 2001. The drive home did not commence for another half hour…within which the fear built in my heart as tears ran down my dad’s face. Why is he crying? What is happening? It took a few days to fully grasp why my dad was so upset. It was all over the TV, the radio, even at school. I cannot imagine how it was in America, but for us, in South Africa, it was like the world was ending. The strongest, most powerful country in the world, attacked.
Today, as I sit in a coffee shop in America, writing about this experience, it dawns on me how significant a role media plays in the entire world. Learning about the events on this tragic day, seeing the images and reaction of a broken nation, would have been impossible without the influence of media. People are dependent on many forms of media today in order to know what is happening, not only in their society, but in the rest of the world. It has become second nature for most of us to turn on the television or pick up a newspaper in order to get up to date with worldly events. Living in a society where these things are so conveniently available makes me wonder if there is ever a sense of question. It is clear that every news source has their position on issues, and we are educated enough to understand that news sources choose what they want to say and how they say it. Yes, this can become a problem, and it can lead to a wrongly informed society, a formation of bias views, or even action that is not in the best interest of people.
Since we are such a media-dependent world, it is important to be critical toward news sources. Know what their position is, know who provides the information and what their motivation is, and finally don’t limit yourself to one source, read and research many in order to stay well-rounded in what is going on. Knowing these things has helped me to be informed on issues and the different perspectives around them. Media is an influence that will grow in society as technology improves and it is a blessing to live in a time like this, when I can be in a different country and still be informed and experience a sense of what is happening somewhere else. I am grateful for this but with that I am cautious, always making the effort to look at different sources to get the facts right.
Today, as I sit in a coffee shop in America, writing about this experience, it dawns on me how significant a role media plays in the entire world. Learning about the events on this tragic day, seeing the images and reaction of a broken nation, would have been impossible without the influence of media. People are dependent on many forms of media today in order to know what is happening, not only in their society, but in the rest of the world. It has become second nature for most of us to turn on the television or pick up a newspaper in order to get up to date with worldly events. Living in a society where these things are so conveniently available makes me wonder if there is ever a sense of question. It is clear that every news source has their position on issues, and we are educated enough to understand that news sources choose what they want to say and how they say it. Yes, this can become a problem, and it can lead to a wrongly informed society, a formation of bias views, or even action that is not in the best interest of people.
Since we are such a media-dependent world, it is important to be critical toward news sources. Know what their position is, know who provides the information and what their motivation is, and finally don’t limit yourself to one source, read and research many in order to stay well-rounded in what is going on. Knowing these things has helped me to be informed on issues and the different perspectives around them. Media is an influence that will grow in society as technology improves and it is a blessing to live in a time like this, when I can be in a different country and still be informed and experience a sense of what is happening somewhere else. I am grateful for this but with that I am cautious, always making the effort to look at different sources to get the facts right.
Friday, April 15, 2011
Prejudice Language
The media today is one of the most powerful tools used to reach people all over the world. Whether it is television, radio, internet, or movies, people are influenced in some way by the industries behind the scenes of media. This powerful tool is used to portray many different subjects, including racial differences, class distinctions, and gender roles through language that filters through the young minds of today’s generation.
An example of how different races are portrayed in today’s movies is the use of language between these groups. Any gangster related movie will, without a doubt, have the words “nigga” or “bro” or even “bitch” in it. These are among many words used to label each person and what their role in the movie is. Language is used as an organizing tool for characters and watching these movies, relating to them as young people, makes us believe that we are those labels, that we should play those roles assigned to us. Another tool in which this exact type of language is used is music. It is obvious when listening to rap, exactly how the audience will react, but even country music has its specific language. Yes, this language is used to relate to a specific type of people, a kid from the hood, a country girl, a homosexual, etc. the problem is that with the language comes a specific type of person, that the listener will feel the need to copy.
Recently we read a chapter on English and how it is being transformed and changed throughout the world. It is becoming a new global language and slang is being accepted, dialects are forming, and technology is helping this process along. A child who watches a movie, a cartoon, or even listens to a song, will absorb everything it offers like a sponge, including the language. For this reason, all language, specifically prejudice language has been more prevalent in every-day speech. Way back when television, radio, and media were not present in society, language was simply taught in school and spoken a certain way locally. Prejudice language was still present but was controlled, by family and school, church, and even close communities. Racism has always been present, but media has become a tool to further expand racism by setting an example of gender roles, racial stereotypes, and classes. These set examples have fueled the actions of racism today, one of which is language, others including hate crimes.
It is important, given the role that media has in our lives today, that we pay attention to the language use that influence our image of gender, race, and class. We must critically analyze this influence among our friends and family and make the right changes necessary to keep the evil influence that fuels our natural prejudice against those who do not look or sound like us. It is key to be educated on the forms in which prejudice language comes forth and make the right decision in censoring ourselves and others to this media.
An example of how different races are portrayed in today’s movies is the use of language between these groups. Any gangster related movie will, without a doubt, have the words “nigga” or “bro” or even “bitch” in it. These are among many words used to label each person and what their role in the movie is. Language is used as an organizing tool for characters and watching these movies, relating to them as young people, makes us believe that we are those labels, that we should play those roles assigned to us. Another tool in which this exact type of language is used is music. It is obvious when listening to rap, exactly how the audience will react, but even country music has its specific language. Yes, this language is used to relate to a specific type of people, a kid from the hood, a country girl, a homosexual, etc. the problem is that with the language comes a specific type of person, that the listener will feel the need to copy.
Recently we read a chapter on English and how it is being transformed and changed throughout the world. It is becoming a new global language and slang is being accepted, dialects are forming, and technology is helping this process along. A child who watches a movie, a cartoon, or even listens to a song, will absorb everything it offers like a sponge, including the language. For this reason, all language, specifically prejudice language has been more prevalent in every-day speech. Way back when television, radio, and media were not present in society, language was simply taught in school and spoken a certain way locally. Prejudice language was still present but was controlled, by family and school, church, and even close communities. Racism has always been present, but media has become a tool to further expand racism by setting an example of gender roles, racial stereotypes, and classes. These set examples have fueled the actions of racism today, one of which is language, others including hate crimes.
It is important, given the role that media has in our lives today, that we pay attention to the language use that influence our image of gender, race, and class. We must critically analyze this influence among our friends and family and make the right changes necessary to keep the evil influence that fuels our natural prejudice against those who do not look or sound like us. It is key to be educated on the forms in which prejudice language comes forth and make the right decision in censoring ourselves and others to this media.
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