Idris Mitchell Post 1

Media is present in everyone’s life. It plays a vital role whether the masses acknowledge it or not. It is a part of a daily routine to view some sort of advertisement and find interest in at least one that relates to your life. The Power in media is “Critical Thinking”. The psychological process that goes into media is the power it holds over the masses. Media influences people to think a certain way about what is being advertised. Power in media is a broad topic. It can link itself to many other specific elements such as Culture.

Popular Culture is the collective ideas that are most effective in a society or community. It can differ depending on different variables such as location and desire for different areas of worth or value. Popular culture tends to represent society as certain products can define a person or family as behind or keeping with the times. In Remote Control it sates “We are demi- living proof that the video camera has replaced the mirror as the reflection of choice”. Meaning that through popular culture we tend to define ourselves. If we have then we can “keep with the Johns’ ”. This leads directly into consumerism because in order to be a part of the popular culture you must lead into and buy the products

Consumers are the enablers of media and advertisements. Everyone is guilty of falling prey to the media and becoming a consumer. The “I-Phone” is a perfect example. It was once an unnecessary object to possess and now is frequently seen in the possession of most. Consumption comes from the Power of media which is presented through popular culture. As consumers the media uses its Power to view ourselves in need of new products or technology. In Ways of Seeing by John Berger it says “It proposes to each of us that we transform ourselves, or our lives, by buying something more. The more, it proposes, will make us in some way richer – even though we will poorer by having spent our money”. This is the basis on which advertisement is built upon. It wants to present its product as necessary for fulfillment or life. Berger views it as pleasure and glamour. 

Along with consumerism comes hegemony. Hegemony by definition means to leadership or dominance over. When applied to culture and consumerism it tell us that a certain group or community of people rule over the cultural and capital industry. According to Bell Hooks it is White supremacy that leads the way in capitalism and the minority is the target for its profit. In The Ways of Seeing it is stated that “The spectator – buyer stands in a very different relation to the world than the spectator- owner.” Meaning there is a difference in owning and buying in which Bell Hooks sees as white supremacy.

Representation in media is through popular culture. Consumers view these representations with what is called the gaze. The gaze is when you look at a product and can see yourself with it in an improved life. Representation in media such as hip hop shows us the fast life and glamour. We then as consumers see ourselves desiring to be like those Representations. This leads us to buy products. A huge way in selling these products is through women and sex. Sexism is highly present in media as whole. Women are shown in few ways that are not sexual to make it seem as if women and sex come with this advertised product. Axe body spray is a prime suspect for this claim.

Hilarious video :http://www.youtube.com/watch?v=OHCRWfV1q5A

Spectacle is something that is viewed with interest. In the readings we see a spectacle can be either commercial for advertising or a person. When it comes to media as a spectacle, it means to grab the attention of its viewers. Human beings are also spectacles in which they are being watch and studied to figure out the best way to relate to their lifestyles. Berger says in Ways of Seeing “You are observed with interest but you do not observe with interest” In order to use the power of media studies have to be done to understand what would improve the life of the buyer. In other words, what would make him/her enviable?