Portrayal of Ethnic Minorities in the Media

After watching Merchants of Cool and Miss Representation, I have realized the power that media has on easily influencing individuals in our society. Through exposure to movies and television, I feel like there are definite stereotypes in today's society that are influenced by the media, causing people to expect others to be a certain way when they simply are not. For example, shows like How I Met Your Mother is an example of a group of friends that relates to the common people. While it may be more for a mature audience than teenagers our age, it is well-known and has a large fan base. More importantly, How I Met Your Mother has arguably five main characters-- all of them are White. Popular movies and television shows often have White protagonists, and when there are other ethnic groups like African-American, Asian, or Hispanic, they are usually "white-washed" or appeal to American stereotypes. This shows the lack of representation or perhaps misconceptions of minorities in media.

The ultimate consequences by having limited representatives on different ethnic groups in media are in fact, negative. While there are both positive and negative stereotypes about minority groups, both create expectations for individuals affecting their ability to identify and fit in to society. Even if the stereotype is positive such as that Asian-Americans are geniuses or African-Americans are good at basketball, it still affects individuals in a negative way because if you are of that ethnicity but do not fit the stereotype, it is hard to fit in.

These stereotypes tend to allow people in today's society to view others under a single story, assuming that people can be categorized based on their ethnicity. Not only does this affect judgment of people, but it causes a lack of identity within individuals affected by these stereotypes. If people are exposed to media that reinforce these stereotypes of individuals, it encourages people to act a certain way in society, instead of expressing who they truly are.

Merchants of Cool: Mooks and Midriffs

In response to watching Merchants of Cool, I have learned that companies view human beings as essential customers, especially affluent teenagers that are willing to spend money to fit in. To target their audience, these companies create stereotypes like "midriffs" and "mooks." These stereotypes are infectious for teenage boys and girls, as human beings conform to what they experience on television and the internet. Today, we see social extremes for both men and women in media that we are exposed to. The reason I feel like these stereotypes are created are to make teenagers more marketable and exposed to products that reinforce these stereotypes. For example, violent video games may appeal to teenage boys that have been exposed to the notion that violence is masculine from examples from the media like the "mook." The same can be said for "midriffs," as Britney Spears is an example that was brought up from Merchants of Cool. Spears was portrayed as hyper-feminine and sexually charged, appealing to the "midriff" stereotypes that enables advertisers to easily market specific articles of clothing to teenage girls. Therefore, the creation of stereotypes like "mooks" are beneficial for other companies to sell their product to appeal to a mass of teenagers that follow most characteristics of a single stereotype.

"mook"

"midriff"

In the end, marketers target teenagers for their money and see them as walking advertisers. When a friend wears a special brand of a company, their friends deep down are accustomed to that brand. In addition social extremes for teenagers are seen to be "mooks" and "midriffs," encouraging teenagers to be a superficial stereotype influenced by the media. In addition to the fact that creation of stereotypes from media that is exposed to us has a negative impact on our social patterns as a society, it ironically suggests that companies own and run the country behind the scenes.

Are They Really Worth It?

Throughout many years of school, I have noticed that appearance matters. Unfortunately, many times people catch themselves stereotyping others and inferring peoples' personalities from how they look or what they wear. Particularly, the way that people dress is an easy way for others to distinguish social statuses. Marketers and companies know this--and that is why certain brands are created to appeal to an impressionable group of people, kids.

Many brands like Diamond Co. are marketed to teenagers who are willing to be different. The need for autonomy is present, as more and more companies are marketing their brands and products to make their consumers feel different, ultimately to make easy money. While the intention for Diamond is to be a skater shirt, many wear this shirt as a status symbol. In order to be "cool," the creator of this product wants the consumers to feel as if they are a step ahead of others by buying their product. By buying Diamond, people believe they can stand out, or be part of a popular clique. As people continue to buy the shirt, it potentially creates a cult mentality that encourages others to fit in with their friends and to buy that product. In the end, I question why spending 30 dollars for a T-Shirt is really worth it.

Diamond is just an example, as they are a brand that clearly has success in marketing their products by virtually portraying a status symbol on their product, which is their brand. Other brands that do this well are Nike and Gatorade, both companies heavily rely on their brand name to attract consumers. The simple logos and slogans speak for themselves, they want others to buy their products because of the success of others (like athletes) that many impressionable teenagers admire.

 I am personally guilty of sporting many pairs of Nike Elite socks when I was in sixth to eighth grade. The reason I wore them was simply because my friends were wearing them-- and wearing them made me feel more cool and athletic, exactly what Nike wanted me to feel. Consumerism for these products by well-known products are evident throughout media and in real life.

After watching Merchants of Cool, I have noticed that lately, fashions are constantly changing and whatever is cool right now, may not be the case in a few years. For example, there are patterns where specific products are extremely popular for a short amount of time. I feel like this tells us a lot about our modern culture. It shows that achieving the concept of "cool," is unattainable, especially if one sees being "cool" is by fitting in or intentionally being different (being a hipster). I believe that the solution is to be aware that undeniably, appearance does matter. However, people should not stress whether they are "cool" by what brands they sport, but other aspects like the content of their character.  

Silly Bands

Print Ad Analysis: Progressive

In this print ad, Flo from Progressive uses repetition in a word bubble illustrated above her head to persuade the audience to invest in Snapshot, a device that records your vehicle identification number, how many miles you drive during the day, and how often you drive between midnight and 4.a.m. In addition, she states that "good drivers should be rewarded-- that's why we created snapshot." This quote implies the need to feel safe as by investing Snapshot, drivers will be able to monitor threats; ultimately being in a state of security.

The main part of the advertisement that is "With Snapshot, great drivers get great savings. However, great triangle players will still go unrecognized." This ad uses repetition with the word "great" to imply that investing in a product like snapshot will mean that you are a great driver and a responsible person. However, if you do not, you will be unrecognized and not important. She compares this to a triangle player. She uses an analogy by implying that however great a triangle player can be, the player will go unrecognized. This is similar to how in this ad, a great driver will also go unrecognized, unless he/she buys and uses Snapshot.

Overall, by using repetition of the word great, subtle need to feel safe, and a popular mascot like Flo from Progressive, Progressive Auto Insurance advertises their product, Snapshot.

A Basketball Game Commentated by Key and Peele

In this parody of a basketball game by two famous comedians in Key and Peele, they highlight the stereotypes that are present in sports. Throughout this skit by Key and Peele, the two actors impersonate announcers of sports like basketball, subsequently highlighting the psychographics and demographics of athletes. The announcers not so subtly talk call the players "alleged rapist, convicted spousal abuser, drug addicts, and high-school dropout," while mentioning that the players "are playing a simple child game, while earning more money than the president." This satirical commentary reinforces the stereotype that many athletes in today's popular sports like basketball can be classified as thugs or inadequate role models. While this may be true for certain athletes in real life that have tainted the image of professional athletics, Key and Peele criticize the athletes that have made the wrong decisions, encompassing every athlete in the organization as negative connotative role models.

In addition, Key and Peele add that the athletes are genetically advantaged as they say that the players are "sweaty legal giants, 7 feet tall, and genetic freak." This shows that basketball players are more naturally gifted, leading up to their success in sports instead of hard work.

Not only are the athletes being criticized, but the society as a whole. Meanwhile, the commentators also fire shots at the audience by stating that "50,000 fans that are ready to binge-drink" are in the stadium, showing the negative connotation of the psychographics behind sports fans. Since this is a parody of a basketball game, these two comedians make a parody of all the participants of sports culture: athletes and fans alike.

This comedic skit was a tool to entertain viewers as well as allow others to be aware of certain blandness and routine that happens in sports. I think the overall message that Key and Peele are trying to convey is whether today's societies are spending too much time investing themselves in a sport. As a person who loves watching sports, I think that while it is not acceptable to paint an entire sports culture in a negative way based on stereotypes, people need to consider the certain repercussions and aspects from their sport.

Coca-Cola: Brotherly Love

In examination of lovemarks in marketing strategies,  this advertisement by Coca-Cola associates the feeling of a sense of family--more importantly brotherhood, when drinking Coca-Cola. Even though the intent of this advertisement is to ultimately sell soda, the advertisement satisfies many peoples' needs for companionship. In the documentary, The Persuaders, it explains the clever ways that companies are marketing their product. In this case, a lovemark is demonstrated by appealing to consumers through intertwining brotherhood and Coca-Cola. This advertisement for Coca-Cola seems like it simply shows the common relationship between two brothers. In reality, this advertisement utilizes its enticing music and alluring setting to transplant a feeling of intimacy when drinking Coca-Cola.

When watching this advertisement, I feel calm and relaxed, as if the intent was more to create an emotional attachment to drinking soda, rather than buying it. This commercial is one of many that builds a long-term relationship between the consumer and the product. This clever advertisement mixes together feelings of intimacy and happiness while drinking Coca-Cola. This is a great example of a lovemark because it evokes emotions towards the audience whenever they drink Coca-Cola. After watching this commercial, not only does drinking a refreshing glass of Coca-Cola during a hot summer day sound great, but being with a companion, particularly a family member or brother is closely bonded with Coca-Cola.

2014 World Cup Commercial

"Winners Stay On" Nike Commercial

In preparation of the highly anticipated 2014 World Cup, Nike released a commercial with a multitude of famous athletes. This commercial takes place in an ordinary soccer field, ultimately transforming into a packed and loud stadium. This advertisement demonstrates the need to achieve as well as the need for attention. Starting out as a pick-up football game, teenage boys dressed in Nike gear transform into famous soccer players. Each of them flaunt their individual skills and score some nice-looking goals. The use of well-known soccer players like Ronaldo and Neymar to attract the audience shows the need to achieve, as in competition, these players strive for victory in an exciting manner. The teenagers in this commercial seem impressionable and fans of soccer, furthering the need to achieve, as they all look up to these athletes, wishing to be like them.

In addition to the need for achieve, this advertisement demonstrates the need for attention because of the environment that the commercial takes in as. When the players are playing in the stadium, it is the same environment of a match in the World Cup. The flashing lights and roaring audience give the impression that all eyes are on the players. After all, these are not only athletes, but also celebrities as they garner attention from the media and are incredibly influential to the youth. The interaction in the commercial between the youngsters and the athletes further demonstrate the appeal for the youth to feel like they can be just like the professionals.  

Loaded Language

5/3/16

Huffington Post Link
I chose two different media sources covering the same story about Ted Cruz dropping out of the 2016 presidential race. By comparing a conservative article from Fox News and a liberal one from Huffington Post, there is a noticeable difference between the way that Cruz and the republican party are seen in these posts. On the side with the Huffington post, the unpopular statements of Cruz are highlighted as they mention "the opposition of gay marriage on the basis of religious freedom." This shows words that demonstrate the lack of sympathy for a conservative former-candidate that Huffington Post is probably not fond of. By using this phrase, they condemn Cruz about his unpopular opinion that led to his resignation from the presidential race.

Fox News Link
In the article about Ted Cruz with Fox News, the article states that there was a "bitter and personal clash" between Cruz and Trump. Fox News would want to talk about the rivalry between the two candidates instead of the unpopular statements that Cruz had said, which caused him to be dropped out since nobody wants to support him. This is an important shift to other competitors in the Republican party as more and more people continue to dislike Trump. The fact that there are no companies that want to sponsor Cruz shows the lack of support, leading to his resignation from the presidential race.

Overall, these two different websites are covering the same stories, but cover different details of the event. With Fox News, a conservative website, they continue to highlight the clash between Trump and Cruz, but also continue the best interests of the Republican party. On the other hand, Huffington Post is more on the liberal side, so this blog talked about the faults that Cruz had. This further separated the rift between liberals and conservatives.

Meet the Hoopers

5/3/16

Meet the Hoopers - State Farm

In this State Farm commercial, five well-known NBA players are family members in a dysfunctional household. This NBA family is characterized into a prototypical family consisting of a grandfather, mother, father, son, and baby. The names of the NBA stars in order are Kevin Garnett, Deandre Jordan, Chris Paul, Kevin Love, and Damian Lillard. What makes this commercial so successful is it's use of humor and popularity of the NBA stars to attract attention from the audience. The Hoopers uses inside jokes within the NBA such as not being able to win championships. In basketball, "rings" are gained by winning championships -- so the more the better. In one of the episodes "Robbed" when the family loses their rings, which is ironic because all players in the family have not won a championship yet except the grandfather, Kevin Garnett. Using humor like this keeps the fans entertained in a clever way, while sneakily advertising State Farm.

By cleverly using the popularity of the NBA stars, it is a win-win situation for the NBA organization and the players. The organization obviously makes money in partnership with State Farm, who uses the commercial to advertise their home insurance. For these NBA stars, they gain popularity by being seen as relatable and a comic belief to the audience, enhancing their image that many look up to. In addition to humor, this advertisement also conveys the sense of unity, togetherness, and family when watching NBA basketball. By watching a series of The Hoopers, I was entertained and automatically looked forward to watch the NBA playoffs, showing the power of advertisement through clever marketing that appeals to the consumers.