Blog Post 7

What is meant by uses and gratifications? Which uses and gratifications do you think are the most important for people nowadays?

Uses and gratifications is a theory used to explain the reason people are drawn to certain media texts and why. Uses and gratifications theory takes into consideration one’s basic needs, as well as the more complex needs one has as a human being who participates in the world around them. The theory goes beyond asking why an individual binge-watches a series, and delves into the deeper need that is innate to one’s existence that drives not only the consumption of media, but the specific consumption of certain media types and genres. The theory can be thought of as an elaboration on the basic desires that humans have, and the relationship those desires have with the world of entertainment. This theory has a direct correlation with how one interacts with the outside world, and how these interactions manifest themselves in entertainment by either reinforcing certain ideas, or providing fulfillment in places in one’s lives that are lacking.

Out of the many uses-and-gratifications included in sociological analysis, there are a few that are highly relevant to contemporary society. In such an individualist culture, many Americans consume media in order to gain identity, which is the consumption of media in order to form a cohesive concept of “self.” This is demonstrated in the popularity of the Marvel series, for heros provide optimal role models and desirable traits to strive toward. Another gratification that is ubiquitous in today’s society is the need to see order imposed on the world. This is important to one’s desires because when one experiences a dissonance between reality and a just, functional society, the portrayal of an unwavering justice in media helps counter some of the feelings of doubt and uncertainty produced by a more unstable society in which justice does not always prevail.

Miss Representation Response

Feminism is often a grossly misrepresented issue in contemporary society. As discussed in class, usually the word "Feminist" is enough to evoke images of burning bras, and is often tied to radical and man-hating notions. That being said, it was refreshing to see a documentary that was able to properly portray feminism as a much larger issue that goes far beyond the arbitrary idea of 'men versus women" seen so often in media. Many of the issues raised in the film about the consequences of a society that projects the idea of women as second-class citizens are not only serious, but still pervasive in society today. 

Furthermore, one thing that really set this documentary apart was its ability to be conclusive to every side of this multi-dimensional issue without taking away from the main message. For instance, the speakers, while predominately women, also included men, as well as varying age groups. The diversity of speakers exemplified the idea of the issue at hand being an all-inclusive one that covers more than just one spectrum of society. Using examples of the way in which gender roles are imposed about men, but also delineating the differences of the two gender roles, was also a great way to take the issue beyond a narrow scope.

I think that the first step (and unfortunately something that many refuse to do) is acknowledging that these issues are still relevant today, and that while progression has been made, there's still a long way to go in achieving true gender equality. This documentary, and many others like it, hopefully will work to make evident the urgency of this issue and the fact that feminism isn’t the equivalent of an angry mob of barbaric women trying to eradicate men from society. Overall, the documentary was informative and touching, and took an accurately collective stance on women’s struggles in society.

Psychoanalytic Criticism

Psychoanalytic criticism takes into consideration the various aspects of one’s relationship between their conscious and unconscious mind, and is rooted in Freudian studies. The criticism focuses almost exclusively on the complexity of the psyche in terms of three parts: the id, ego, and superego. The id is all of one’s innate impulses and desires for instant gratification, while the superego is the exact opposite, for it functions as the standard of morality and what is socially acceptable. Mediating the two is the ego, which balances the two extremes found in one’s psyche. Oftentimes the working of one’s unconscious minds can be demonstrated through symbols, which are an expression of one’s unconsciousness. Furthermore, defense mechanisms, such as projection or repression, are used to exercise control over one’s conscious state. These complexities found in one’s consciousness are ubiquitous in society, which leads to a collective unconsciousness, ultimately lending itself to Carl Jung’s theory of archetypes, or universal themes. This theory explains the origins of universally accepted hero archetypes and other correlating storytelling norms found in most societies. One example of media I’ve viewed with psychoanalytic criticism is the pilot episode of a horror comedy series called Scream Queens, which recently aired on Fox in September. Not only does the shows project typical American archetypes, specifically about Greek life and socioeconomic status, but also reveals defense mechanisms used to suppress sexual and violent impulses.The psychoanalytic theory of the “Shadow Element’ of the psyche is also demonstrated in Scream Queens, through the flagrant display of violence throughout the episode as four characters are murdered brutally. These exhibits of violence, despite the show’s undertone of college life and innocent young adults, serve as a representation of one’s innate feelings of aggression and violence, which are typically concealed within the unconscious mind.

Blog Post #4

Marxism is a school of analysis that may be applied to criticizing society, media, or both. Marxism emphasizes and criticizes two main concepts that govern society: the base and the superstructure. Both concepts are viewed in the light of “materialism”, which suggests that everything is shaped by the economic system of a society, from individual thoughts to a culture’s identity. Under this umbrella concept is where the base--the economic system, and the superstructure--the institution and values of a society exist. The two go hand in hand, for one does not solely dictate the other and both work to shape society on different levels. Because of this structure, media serves a vital role in society, for it provides a link between the base and the superculture. One idea central to Marxism is the distinct separation of classes, and the conflicts that arise from the gap that they demonstrate. Two specific classes that can be used to assign citizens are the Bourgeoise and the Proletariat. The Proletariat is made up of what we refer to as the “working class”, or the large mass of workers who are exploited by the “ruling class”.  In contrast, the Bourgeois, or our idea of the “upper class” consists of individuals that own factories and corporations, as well as the larger portion of wealth. Because of this disparity in wealth and status, Marxism contends that the Bourgeois class is the “ruling class” and constantly engages in deceitful tactics in order to manipulate the masses and thus avoid any conflicts that may disrupt the status quo. This idea is expressed in many facets of Marxism, such as the media’s tendency to alienate the Proletariat and result in a “false consciousness” in which their thoughts, while seemingly their own, are made into nothing but a product of commercialism, consumerism, and the desired existing order of the Bourgeoise. However, Marxist criticism is a heavily debated device through which to analyze the world, and can oftentimes result in a dangerous polarization of perception.   

Blog Post #3: Media Consumption & Marxism

After reading over this week’s chapter concerning Marxism and the way in which it may be applied to the media, I’ve begun to consume media, whether news or entertainment, as a conscious reader rather than as part of a  passive audience. Although, as a media student, I’ve been taught to interpret bias as an all-encompassing entity that governs the cycle and creation of news, even while trying to balance my news sources I’ve found myself looking for the intent that drove the way each topic was framed and each source was presented. It has been made evident that, oftentimes consumers may be aware of the author’s polarized stance on a certain topic, but not necessarily the tendency of that stance to be incorporated into the larger “substructure” that weaves its way into societal norms, as well as individual thinking in a certain society. Studying Marxism has also made me more aware of how heavily influenced the media is by class structure, and how an understanding of the differences between certain classes serves as a hegemony in that, while class structure is seldom blatantly acknowledged in media, it is a concept that everyone is expected to understand that provides the context for the way in which the world functions. While delving into more entertainment-based media, the grid-group analysis of the main characters in shows is something that has been made more prevalent to me in the light of Marxism. Despite the fact that most archetypal characters in most shows are easily identifiable, I’ve come to apply the Marxist idea of these characteristics binding the group and balancing it out in a way that I never noticed before. This has led to me making many parallels between shows that I would have never made a connection between before studying Marxism, and understanding that the Semiotic idea of syntagmatic structure also overlaps into the idea of the same grid-group methods being ubiquitous in mainstream entertainment over many decades.

Blog Post #2: Semiotic Analysis of Sherlock

Sherlock,a television series centered around a cunning, forthright detective named Sherlock Holmes and his cautious, subdued, partner, John Watson, brings the viewer through a series of endeavors shrouded in mystery and driven by the dynamic between Watson and Holmes. The series relies on paradigmatic and syntagmatic methods in order to present a thrilling and entertaining artifact of that exemplifies the Mystery genre.

A recurrent theme in the show is the way in which characters’ external and internal characteristics constantly conflict with each other, thus creating the paradigmatic qualities that define the show. For instance while, Holmes has a rather unkempt and disheveled physical demeanor, Watson has a very tidy and clean-cut appearance. This lifestyle also projects onto their environments, for Holmes’s massively disorganized home evokes an instant response of  disapproval from Watson. Furthermore, while Holmes severely lacks any regard for others or even the consequences of his actions, Watson is exceedingly self-conscious, polite, and wary. This distinct contrast between the show’s leading characters serves to represent the human condition, in which individuals are constantly torn between the extremes of one’s own consciousness. By embodying this attribute in two opposing characters working in harmony, Sherlock evokes an empathetic response that keeps viewers engaged in the interactions between the dynamic duo, who ultimately balance each other out.

From the ironic prelude of Watson stating “Nothing ever happens to me” to the exclusion of minute details that later emerge, Sherlock epitomizes the Mystery genre with its syntagmatic form. Throughout the show, varying music and camera techniques are used in order to increase tension when needed, allude to future events, or conceal certain aspects from the viewer. For instance, when scenes of victims are being shown, close-up angles that focus on emotion are employed in order to stress the intimacy of the situation, as well as its detrimental value. In addition, the environment and props of each scene reflected the tone of the situation. For example, when investigating the crime scene of the woman, the rooms was dimly lit, with peeling wallpaper and a dirty-covered floor. The stylized method of using both props and cinematographic techniques reflect the same concept of functions that other artifacts under the same genre operates under, thus tapping into one’s schema of previous entertainment understanding and setting the scene for the entire show as a series of stories that gradually unfold in a dark and ambiguous manner.

Blog Post #1

The first eye-catching aesthetic that guides the viewer is the camera being held by the subject, which is pointed to the woman featured, as if she is snapping a photograph of herself. The desire to capture one’s own physical appearance is associated with the concept that cultural codes have created of confidence and a high self-esteem, thus recommending the product gives its users the means by which they can achieve such qualities.

The most significant element of this advertisement is the text that states “You’re looking at the first unretouched makeup AD." Not only does this demonstrate the effectiveness of the product, but acts as a monumental diversion from traditional methods used in the world of beauty advertisement. Through the inclusion of this information, the statement exemplifies Bakhtin's Dialogical theory, in that it alludes to prior and future cosmetic advertisements, which have and still do undergo heavy post-production before presented to the public.

A paradigmatic quality of this advertisement is found in the contrast between the woman’s physical features and her attire. Although the subject displays a simple makeup look with a loose, natural hairstyle, her outfit expresses a much different visual message. Her all-black, sequined outfit suggest a much bolder persona. This discrepancy between the woman’s features and clothing mirrors the overarching theme of the advertisement, which introduces a product that while natural and subtle, serves as such an effective product that, in demonstrating its abilities, the boldness necessary to use an unrefined photo was exercised with confidence and ease.