Quaker Oatmeal Man:The Quaker Man represents traditional American values of morality, generosity, discipline, altruism, innocence, and general “wholesome-ness.” Seeing this image may bring back memories of the “good old days” when doors remained unlocked, even at night, and children played safely outdoors; moreover, advertisers for this company wish for consumers to feel happy and comforted when they see the smiling face of this kind, old Quaker man. The truth, however, is that one cannot go back to the days without war and violence. We are no longer domestic; furthermore, almost everything we do has a connection with the rest of the world.
Eco-Rollins Coaster:
The Eco-Rollins Coaster that I received on check-in day serves to bring attention to our environment. The first noticeable
characteristic of this item is that it is green and has a “natural” look to it. The coaster itself reads, “Rollins Recycles. Reduce & Reuse. Recycled Denim & Plastic.” This coaster represents the efforts made by many people to help preserve nature and reuse the resources that we have.Scientists have given warning that our resources are truly dwindling. By giving evidence of the fact that we really can make usable products out of recycled items, environmentalists allow others to take a step towards conservation and “going green.”
Davy Liu’s painting:This painting of wildflowers in a field before snow-covered mountains can simply be viewed for aesthetic reasons; however, it cannot be denied that, once seeing it, there is a desire to be in this field of wildflowers. This painting chooses the relaxed splendor and wonder of nature over a fast-paced world full of technology; moreover, it represents what many people in developed countries long for: tranquility, beauty, and peace of mind. The reality of this painting is that it serves as a reminder for viewers of what exists in the world amidst the chaos of urban cities and machinery.
Orlando Sentinel Calendar:This insert in the Friday edition of the Orlando Sentinel confirms the fact that we, as humans, love entertainment whether in the form of movies, concerts, art exhibits, or theatre. The Calendar lists dates of concerts and exhibits as well as movie reviews and movie show times. Truly, humans thrive on entertainment, for many natives of Orlando rely on the Calendar to plan their weekends.
WWF shirt:This message tee, emblazoned with the letters WWF (World Wildlife Fund) along with the organization’s trademark, the panda, brings attention to the plight of endangered animals all over the world. The significance is not merely implied, it is blatantly stated on the shirt in the contrasting colors of black and white for the full effect. Thousands of species are becoming extinct each year. This shirt, then, causes those who see it to ask questions about the organization as well as think about endangered species.
Semiotic Analysis:
Signifier: Quaker Oatmeal Man
Signified: goodness, traditional values
Sign: The Quaker brand reflects the values of time-honored American values.
Signified: goodness, traditional values
Sign: The Quaker brand reflects the values of time-honored American values.
The image of the Quaker Man promotes the ideology of real America. The Quaker brand appears to label itself as a “true” American trademark by reminding consumers of the principles to which the Founding Fathers adhered.
Signifier: WWF and the trademark panda
Signified: conservation, urgency, environmentalism
Sign: Many species are becoming endangered or extinct, and WWF can help save these species on Earth.
WWF is a well-known organization that educates people on the endangerment of animals. This organization hopes to conserve the animals on Earth now so that future generations may be able to admire and enjoy them.
Signifier: WWF and the trademark panda
Signified: conservation, urgency, environmentalism
Sign: Many species are becoming endangered or extinct, and WWF can help save these species on Earth.
WWF is a well-known organization that educates people on the endangerment of animals. This organization hopes to conserve the animals on Earth now so that future generations may be able to admire and enjoy them.
High Art vs. Low Art:
The Knowles Memorial Chapel would be categorized under high art. It is a beautiful building with a gorgeous steeple that can be seen from a distance. The chapel can be considered high art because it took many professionals years of planning; moreover, skilled labor was required in order to construct the building. Additionally, the chapel is judged as high art because the community of Rollins as well as the community of Winter Park gives the structure its value by viewing it as high art.
Examples of low art include car commercials, specifically pick-up truck commercials, laden with scenes of a large vehicle driving over rugged terrain. No thought is needed to determine the message of what is being advertised. It is simply an advertisement portraying the masculinity and strength of a four wheel drive pick-up truck. These commercials merely accommodate popular culture.
The Knowles Memorial Chapel would be categorized under high art. It is a beautiful building with a gorgeous steeple that can be seen from a distance. The chapel can be considered high art because it took many professionals years of planning; moreover, skilled labor was required in order to construct the building. Additionally, the chapel is judged as high art because the community of Rollins as well as the community of Winter Park gives the structure its value by viewing it as high art.Examples of low art include car commercials, specifically pick-up truck commercials, laden with scenes of a large vehicle driving over rugged terrain. No thought is needed to determine the message of what is being advertised. It is simply an advertisement portraying the masculinity and strength of a four wheel drive pick-up truck. These commercials merely accommodate popular culture.
Part II:
Although mass media can serve both democratic and oppressive functions, its democratic benefits outweigh the oppressive harms. Mass media allows more people to acquire important information regarding their daily lives, the state of the country, or the safety of their neighborhoods. Specifically in the US, during elections, Americans are able to hear exactly what each candidate believes from his/her mouth during televised debates. By hearing the different causes of the candidates, Americans are more able to decide the best person to fill the leadership role available.
Additionally, national news chains, such as CNN or FOX, allow viewers to find out about the different issues occurring around the world. Viewers can thus be more informed about what is happening in other countries which may affect them, such as gas prices. Shows such as Hannity and Colmes, The O’Reilly Factor, and Scarborough Country let viewers see and hear both sides of an issue so that they can decide for themselves what position they want to take. Mass media gives the public another tool to become more involved in the decisions made by the government as well as play a greater role in world issues.
Additionally, national news chains, such as CNN or FOX, allow viewers to find out about the different issues occurring around the world. Viewers can thus be more informed about what is happening in other countries which may affect them, such as gas prices. Shows such as Hannity and Colmes, The O’Reilly Factor, and Scarborough Country let viewers see and hear both sides of an issue so that they can decide for themselves what position they want to take. Mass media gives the public another tool to become more involved in the decisions made by the government as well as play a greater role in world issues.
2 comments:
Although I agree that the mass media does aid the political democratic process during campaigns and debates of issues, it has also had an oppressive force in shaping the ideologies of the public. For example, in my sociology class entitled The Family we discuss the effects of mass media on the dominant view of the ideal family. Due to television shows such as Leave it to Beaver or the Brady Bunch the dominant view of the ideal family consists of a husband and wife of the same race, active kids, a happy marriage, a beautiful house, financial stability and overall attractiveness. When everyone in the class was asked to name factors that they would like in their ideal family, each named those same characteristics. Clearly the television has affected our view of the family.
Even the democratic process exploits the media’s ideological effects. Candidates always appear to have stable families and commercials often feature images of this idealized view in promotion of a candidate. In addition, in an essay entitled “The Definition of Family Should Remain Limited,” Bryce J. Christensen argues that political groups such as the New Left use the American ideal of family to promote their cause, calling themselves “profamily.” Thus, the media has oppressed other views of the ideal family that do not fit the mold of the 1950s and 1960s sitcoms.
In reply to Amy's comment:
Even though advertisements exist in which a flawless family is shown standing in front of a big house, TV shows depicting "ideal" families of the 50s and 60s are almost nonexistent in today's media; moreover, many of today's TV shows actually depict dysfunctional families. "The Simpsons" is a prime example. Although the parents are still married, the children curse and the father is a less than perfect role model for his kids. Even the Disney Channel is not safe from problematic families. In "The Suite Life of Zack and Cody", the twins' parents are divorced, the mother is a singer at the hotel in which they must live, and the boys use the hotel as their playground. This image of a family is drastically different from that of "The Brady Bunch."
Although campaign commercials portray a candidate as having a "perfect" family, mass media aside from campaign material detail other sides of a candidate. For example, one scandalous controversy of the 2008 elections regards Rudy Giuliani and his affair with another woman leading to his divorce from his wife. I would say that the image of the ideal family is shattered by the knowledge of this information. This is an example of how every side of the story can be told to the people of a country from another source other than a candidate's campaign group.
In response to your comment regarding the sociology class in which your classmates named factors they would like to have in their ideal family, it is obvious that anyone who wants to have a family would want good things for their children and spouse. No one would desire a dirty shack, obese children, a cheating spouse, or an empty pocketbook. Although such ideas may have been furthered by shows such as "Leave it to Beaver," the want for these characteristics were not brought on by them. It is the thirst for comfort and security that brings about these wishes.
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