Theory/Praxis (Or Lookin' Through My Rearview)

For today's blogging adventure, I have chosen to discuss Marshal McLuhan's "rear-view mirror" theory. McLuhan stated that we are only consciously aware of what has happened, not what is in the process of happening. This is why we are always looking back at what we have achieved - and usually praising ourselves for it. This theory explains that an environment can only be completely viewed and understood once it has been followed by another, showing us that we can't get past the past.

This theory is one of the main McLuhan ideas that has stuck with me through the rest of my readings. The fact that we as a culture cannot get past our own successes in order to further them boggles the mind (at least my mind). But it is completely true, sadly enough. I feel like, at least for me, I can't get past one thing until something else has happened. I couldn't get past the fact that I had a discman, until the iPod was introduced to my life. And now that I have an iPod, which I cannot live without (see a later blog post to understand more) it is hard for me to grasp how technology is developing past that.

It's pretty similar with the world of media and technology, which is why the theory was mentioned in the first place. Everything is based on what has been done, we model our new creations on what we have already achieved. This, to me, is something incredibly strange and yet still understandable. You work from what you know, and what you know is something that has already happened, so it's logical that the rear-view mirror theory is the one that would be used most. But what makes it tricky is that an enivronment doesn't become real until it is followed by the institution of another. 

All in all, it seems to me like this theory is one of the most relevant, and yet still entirely confusing. Slowly but surely, I am beginning to understand the circles that Marshal McLuhan speaks in.

Happy blogging:)

Deconstructing Advertising (Or 'Une Fille Au Masculin')

For this particular blog post, I will be addressing two forms of the same advertisement; one designed for print, and the other designed for television. The advertisement is for Jean-Paul Gaultier's new fragrance for women, "Madame". The ad features model Agyness Deyn, and both the print and television ads represent a distinct evolution in the fashion industry.Agyness Deyn has been known for her outrageous personal sense of style and spunk, which is something that comes across in both advertisements. Let's begin with the television side of this ad campaign.

The commercial is strictly black and white, and begins with our spokesmodel dressed in a conservative suit, with long blond hair, walking towards the camera. As the catchy french music playing in the background kicks in, she quickly chops off her hair for a short punky coiffe, and within seconds has demolished the conservative suit and turned it into a sexy work of fashion art. Agyness Deyn is embodying the very words of the song in these shots; "Une fille au masculin, un garcon feminin" (a masculine girl, a feminine 

boy) showcasing the androgyny that she is representing, something that is taking the fashion world by storm. 

The print ad shows the same spunk, androgyny and playfulness as the television commercial, but in a slightly more one-dimensional way. Also in black and white, the print ad shows Agyness Deyn in all her fiery punk glory playfully kissing the designer, Jean Paul Gaultier, on the cheek. Layered on top of this image is the bottle of perfume, so as to market the product itself rather than just the model and designer.

When you look at these ads, they seem very simple. Directed towards women who will buy this perfume, black and white, not very hard to understand. But what isn't directly shown is the sense of empowerment that this ad is trying to achieve. With the given sense of androgyny, as well as the sexuality that Deyn exudes, another dimension is added to the commercial and print ads. 

Overall, I found this set of advertisements to be very effective. Personally, I was intrigued by Agyness Deyn and her determination and spunk ( I realize I've used this word a lot to describe her, but there just isn't any other way to do it!). And it made me feel almost as empowered as it was supposed to, because hey, if she can defy the norm, why can't I?

Until next week, happy blogging:)

Mass Media (Or Go Look In A Mirror)

Mass media is something that is both obscure and so completely in-your-face at the same time, it was difficult for me to grasp at first. On the one hand, there are so many ways to interpret the term "mass media", and so many different angles to discuss, so how do you choose which way to lead the discussion? On the other hand, mass media is everywhere, every day, all the time. You can't escape it, even if you try. So, how do you talk about mass media without contributing to it? Well, this is as close to an answer as I can get; discuss it from all angles, and stop trying to avoid it.

In fact, by writing all of this in an online blog, I'm perpetuating the idea of mass media. And since you're reading it using the internet, so are you. We are constantly bombarded by the media and all of the ideas and concepts that we're supposed to agree with. Our consciousness' are filled with images and slogans and subliminal messages, so much so that we tend to lose sight of our priorities and realities. Being fashionable or technology-savvy becomes more important than current events or that blog post you were supposed to write last week, but somehow didn't get around to. 

I suppose what I'm getting at is this; mass media isn't just an aspect of society today. It isn't a part of your life - it is your life. It is part of every minute of your day. Mass media moulds your thoughts; from what you wear, to the music you listen to, the television you watch, even the vocabulary you use.

Allow me to introduce you to reality, to mass media as a whole. All you have to do? Go look in a mirror.

Media Ecology (Or How My iPod Rules My Life)

While I was driving home today in my cousin's car, i realized exactly what I would write this blog post about. The description specified to pick one piece of technology and discuss it's effects. Well, the best example I can give of this is simple; my teeny-tiny blue iPod nano. And while this seems like a very trivial, even mundane, aspect of technology, I realized on the way home just how much impact it actually has on me. Ian said something in Mass Comm today that really hit home, especially when I started thinking about this specific blog post; our live are mediated every day. I can't think of any way to express this better, than by using my iPod as an example. It is hooked into my alarm clock, so it is the first thing I hear when I wake up every morning. I listen to it while getting ready, while I'm on the TTC, while I walk everywhere I go. Then I turn it off while I'm in my classes, but I manage to listen to it in between classes. Then I repeat the cycle on my way home, and to top it all off, I have developed the habit of listening to music while going to bed. It is the first and last connection to the media that I have every single day.Not only has my iPod become vital to my life (I left it at someones house once and went without it for a day, and it nearly destroyed me), but it has become an extension of myself, and transformed who I am. I have now become known as a "pod-head", characterized by the signature white headphones constantly in my ear, and the content of my iPod is something that to both friends and strangers defines who I am. Don't get me wrong, I have always had a passion for music, and have found that it has a big impact on me. But now, to other people, the kind of music that can be found on my iPod determines the kind of person that I am; Sufjan Stevens now makes me pretentious, Jurassic 5 makes me a "poser", and the Kings of Leon have made me seem "indy". Not to say that I am not all these things, I like to think that my taste in music is very ecclectic and non-judegmental in any way, but simply by looking at my music someone can make an outright judgement about me in the same way they judge the clothing I wear.I guess what this long-winded typing storm has shown me is that technology, no matter how every day it might seem, has such a huge impact on us as a culture, and as individuals.I have become a slave to my iPod, allowing it to mediate my life without any hesitation or qualms whatsoever, and for now that doesn't seem so bad. The key to that is, when will it start seeming bad, and will I notice?

Academic Blogging (Or My New Life On A Computer)

I just created this blog, literally five mintues ago, which was literally five minutes after I got home from school. Setting it up was incredibly simple, which I greatly appreciate seeing as how I am usually technologically challenged. And when this assignment was first mentioned in our Mass Comm lecture today, I originally thought it would be really simple, and not time consuming in the least. I'm starting to think I was wrong. It's beginning to dawn on me that what I'm writing at this very moment is going to be put out into the universe for everyone and anyone (who is interested, that is) to read and comment on. Suddenly, I feel especially powerful. Not in a maniacal "take over the world" sense, but powerful in a way that means that what I say could impact someone else. Since I've never been a blogger before, this is new territory for me, and I'm really excited to get the chance to say what i need to say (in the epic words of John Mayer). I've been given the chance to put myself and my thoughts out there, and I can't wait to show (and see) what I'm made of.
Until next week, happy blogging:)