POST ONE

          Power is defined as the ability to create change by mere influence or suggestion. This idea of attaining power over the masses, or over specific societal groups, is not always so explicit. The worlds of advertisements and product marketing undoubtedly assume this sense of "power".  In Berger's "Way of Seeing", he explores the ways that manufacturers manipulate their images, and ultimately attain the power to influence consumers to subconsciously believe exactly what they want them to believe. He argues that this idea of mindless consumption has become second nature within our society, as consumers feel the need to constantly consume in order to progress. 
         
          In Lippard's "Double Take", the idea of hegemony, the domination of a culturally diverse society by the ruling class, is evident. She exemplifies this by discussing an image of authentic Native Americans, taken and represented by a white, "ruling class" member of society. She notes how the societal perception of this particular group is strongly influenced by such images; images that have been altered by the creator.

          The ruling class creator assumes the power to portray the individuals in their work (whether it be a photograph or other work) as they want; ultimately delivering a "truth" to the public that is entirely subjective. Even though there is a positive derivation in the particular image  that Lippard discusses, it is still altered in the favor of the creator.

          The control of influence, in relation to consumers' emergence into the images put out by those in power, produces "the gaze". It ultimately goes beyond being visually intriguing, and results in a complete devotion by the consumer to completely give in to the spectacle, and illusion that is being put out to do just that. In Debord's "Society as Spectacle", he reiterates the concept of buying into the illusion of this constant bombardment of images.

          In the eyes of Bell Hooks, popular culture is where the learning of the masses takes place. We, as a society, can infer that most of our societal and intellectual perceptions are derived from the media and popular culture. She goes on to discuss the existence of racism and feminism within popular culture on a daily basis , whether it be through film, television, music, or images. The difficult part is that it isn't always explicit. 

          There are often indirect undertones that our society is quick to accept, without question or reference matter. Hooks, as well as the others,  understand the fact that there is a sense of trust between the consumer and the seller; asa society, we collectively tend to believe in the notion that the creator of these images truly care about our best intention. But it raises the evident question: Why would they care about us?