Julio
Home is Identity
In your own words define:
-Neighborhood
-Community
-Environment
-Nature
What do these ideas mean to you?
How do you see your relationship to each of these?
How do you see yourself in these various places?
How have these places influenced you and you them?
What are your defining experiences in these places?
-Neighborhood
-Community
-Environment
-Nature
What do these ideas mean to you?
How do you see your relationship to each of these?
How do you see yourself in these various places?
How have these places influenced you and you them?
What are your defining experiences in these places?
Neighborhood
This is the physical space. This is my church, my local pharmacy, the grocery store, the park, the hospital and the subway. This is also where my house is. The neighborhood is socially and economically congruent. There are as many houses as there are apartment buildings. There is a lot of commerce. There are also really good restaurants.
Community
These are the people that make up the neighborhood. They are very diverse. Not only by skin color but aslo in ways of thinking.
Nature
The living things that give life to the neighborhood. The trees, animals and the people in general interacting with each other. The interaction between them is by itself a way that nature works.
Environment
The health and product of the interactions between the neighborhood, the community and nature. The way a neighborhood is portrayed is by the health of it. The way people smile or don't. The way that there's public spaces for them to spend free time. The way there's resources for the community to use and share.
To answer all these questions in one I will just seat here and type. I don't connect with my neighborhood. I don't see it as a place where I can connect to people. I feel much more comfortable in Manhattan. I think my neighborhood, which I define as the physical space, is one where I can't connect with people. There are places like parks and stores and such were I can talk to people, but I feel that I don't identify with the rest of my community or the people in it. The limited physical spaces in my neighborhood don't let me connect in the interpersonal level with people around me. I don't even know my neighbor's first or last name. I live in Jackson Heights. A very diverse neighborhood. Queens is to be said to be the most diverse neighborhood in the world. And I think that this has back fired in all of us. Moving on from the language barrier, I feel that every cultural group represented within this community is being victimized by stereotypes and by themselves.
I personally don't even know my neighbor's first or last name, There's a barrier created by the physical space where the community cannot willingly come together and talk. In a society as busy as New York, time is of the essence. Because It's such a diverse neighborhood, people just stick to themselves and their cultural group and don't associate themselves with others due to fear and misunderstanding. They won't associate with each other because all they hear from one another are just stereotypes and most of the time they are not good. There's not one thing that brings the community together where we can share our differences and learn form them.
I have seen that in my neighborhood cultural groups form an identity around stereotypes that they would like to portray to other people. Stereotypes that most of the time don't define a great majority of those who say they belong to. The individual is lost within the system. The people that belong to these groups feel as if they don't act or portray how people think they should act then they are not part of this group. They take pride in saying that they way they act is so Black, White, Latino, or Asian. And since when does the way that one act is related to our race?
I personally don't find myself comfortable around my neighborhood because I feel like I am trapped around having to act a certain way. Since I don't want to be labeled something different than who I am then I start to portray the characters that supposedly represent who I am. In my neighborhood I don't feel able to express my identity.
I just wish there was a way for everyone in my neighborhood to coexist without race being a determining factor. A way where not just a few take the decisions that most impact others. A way to revive the neighborhood through cultural integration and hard work to improve it and make it more suitable to live.
This is the physical space. This is my church, my local pharmacy, the grocery store, the park, the hospital and the subway. This is also where my house is. The neighborhood is socially and economically congruent. There are as many houses as there are apartment buildings. There is a lot of commerce. There are also really good restaurants.
Community
These are the people that make up the neighborhood. They are very diverse. Not only by skin color but aslo in ways of thinking.
Nature
The living things that give life to the neighborhood. The trees, animals and the people in general interacting with each other. The interaction between them is by itself a way that nature works.
Environment
The health and product of the interactions between the neighborhood, the community and nature. The way a neighborhood is portrayed is by the health of it. The way people smile or don't. The way that there's public spaces for them to spend free time. The way there's resources for the community to use and share.
To answer all these questions in one I will just seat here and type. I don't connect with my neighborhood. I don't see it as a place where I can connect to people. I feel much more comfortable in Manhattan. I think my neighborhood, which I define as the physical space, is one where I can't connect with people. There are places like parks and stores and such were I can talk to people, but I feel that I don't identify with the rest of my community or the people in it. The limited physical spaces in my neighborhood don't let me connect in the interpersonal level with people around me. I don't even know my neighbor's first or last name. I live in Jackson Heights. A very diverse neighborhood. Queens is to be said to be the most diverse neighborhood in the world. And I think that this has back fired in all of us. Moving on from the language barrier, I feel that every cultural group represented within this community is being victimized by stereotypes and by themselves.
I personally don't even know my neighbor's first or last name, There's a barrier created by the physical space where the community cannot willingly come together and talk. In a society as busy as New York, time is of the essence. Because It's such a diverse neighborhood, people just stick to themselves and their cultural group and don't associate themselves with others due to fear and misunderstanding. They won't associate with each other because all they hear from one another are just stereotypes and most of the time they are not good. There's not one thing that brings the community together where we can share our differences and learn form them.
I have seen that in my neighborhood cultural groups form an identity around stereotypes that they would like to portray to other people. Stereotypes that most of the time don't define a great majority of those who say they belong to. The individual is lost within the system. The people that belong to these groups feel as if they don't act or portray how people think they should act then they are not part of this group. They take pride in saying that they way they act is so Black, White, Latino, or Asian. And since when does the way that one act is related to our race?
I personally don't find myself comfortable around my neighborhood because I feel like I am trapped around having to act a certain way. Since I don't want to be labeled something different than who I am then I start to portray the characters that supposedly represent who I am. In my neighborhood I don't feel able to express my identity.
I just wish there was a way for everyone in my neighborhood to coexist without race being a determining factor. A way where not just a few take the decisions that most impact others. A way to revive the neighborhood through cultural integration and hard work to improve it and make it more suitable to live.
Mental Map Reflection
- -There's More Than Meets the Eyes
- The Data
AdBusters
Methodology
Data Collection: Our assignment was to take pictures of any ads that we encountered around our neighborhood. In order to remain unbiased about how I would take my pictures I choose to only take pictures of ads that I encountered in my daily life. I found ads on my way to school, first on the train within the station and within the trains. Walking from the train to school I would see ads on phone booths, buildings, on top of cars, on buses, the outside of the trains. When I looked down at my phone to check on my Pandora station I found an ad about cellphones. When I was checking my email I saw emails from stores telling me about deals that I would receive from their stores on Black Friday and the following holidays. When I went to the doctor I saw ads within a magazine, and when I went to Facebook or Instagram I would also finds ads. I decided to go to the heart of the manner. Times Square. Or as I like to call it, Ad Central. There I saw many of the main themes that I saw within all the ads
Data Analysis:
Content Analysis: I recorded an amount of 43 images. I first went through all the pictures and tried to point out the immediate things that each had. I kept track of the themes within the ads by tallying how often I saw a recurring theme, or component of the ad. These were things like what they were trying to advertise and through what medium. How big would the audience be based on where the ad was placed. I would write down the main themes within those ads and their relevance to the message of the ad. There were also underlying messages within these ads that were not so explicit as just showing them on the ad. Things like the intended audience of the ad, promotions of the product to make it seem cheaper and affordable, reasons to buy the product in spite of the season, and the need to attract through the craving of food. The most important is the message that it would give the user about this product and who within society should buy it. I then put the the themes into 6 categories:
Data Analysis:
Content Analysis: I recorded an amount of 43 images. I first went through all the pictures and tried to point out the immediate things that each had. I kept track of the themes within the ads by tallying how often I saw a recurring theme, or component of the ad. These were things like what they were trying to advertise and through what medium. How big would the audience be based on where the ad was placed. I would write down the main themes within those ads and their relevance to the message of the ad. There were also underlying messages within these ads that were not so explicit as just showing them on the ad. Things like the intended audience of the ad, promotions of the product to make it seem cheaper and affordable, reasons to buy the product in spite of the season, and the need to attract through the craving of food. The most important is the message that it would give the user about this product and who within society should buy it. I then put the the themes into 6 categories:
- People: Targets Age Ranges, Gender. Uses models and celebrities. Focuses on physical appearance.
- Holiday Exploitation: The use of holidays to try to get shoppers to buy.
- Food: The use of food to attract consumers or advertise food in order to attract consumers
- Social Message: The underlying message that the ad portrays to attract consumers to buy the product.
- Good/Service: This is the type of products that the ads are selling
- Medium: This is where the ad was placed in order to target a specific audience.
Findings And Results
PEOPLE
HOLIDAY EXPLOITATION
FOOD
SOCIAL MESSAGE
GOODS AND SERVICES
MEDIUM
I observed how people are targeted by their age, gender, physical appearances through the use of models and celebrities. Certain companies like Hollister targets youth because it is mostly young people who shop in these stores. These companies use models that look young and have fresh faces to represent the type of people that use this product or look this way because they use that product. Ageism is a powerful message in these ads as the exploitation of looks is a major component. Through these ads there's a reinforcement of normalcy that can be achieved only through this product. Companies want a certain age group to feel comfortable when they are represented within ads, making them more compelled to buy the product. This is also the reason why there is a strategic way of using gender within the ads.
Ads for Macy's and other major chain stores use women within their ads to attract more attention to their clothing. They portray women that are young, flawless and happy to be shopping for that store. When the woman in the ad is sexualized in any way the focus on the ad is not only for women but also men. The ad will set an unrealistic image of a woman that women will want to follow as the body portrayed in the ad is an ideal of normalcy or even perfection. Men are targeted in these ads by showing men examples of what an ideal woman is. This message of an ideal woman is transcended to other women when men around them reinforce the idea subconsciously. Likewise, there are also many ads that sexualize men or portray an image of masculinity that can only be obtained by using certain products or buying expensive clothing.
The use of models within these ads is to advertise an image of the ideal man or woman who is a common everyday person that likes to use these products. So what does it mean when they use celebrities? Well it is a way to set normalcy to the character of the celebrity. Some would say it is something like: "If a person like Katy Perry can eat a bag of chips like a normal person (not that she isn't), then I can too." This is another way of exploiting people who are in an already competitive atmosphere whose sole purpose revolves around the physical appearances of people. These models and celebrities just reinforce the idea that their looks are what society values as important and everyone else should follow the example.
In the Ad of Banana Republic there are two men wearing expensive clothing and accessories, while doing an expensive activity. This ad not only gives an underlying message about masculinity but also wealth and race. Most of the ads I encountered only displayed people who are white or look white. The company who made this ad is setting a social bar of what is commonly accepted. The common is people who display wealth everywhere they go with their expensive cars, clothes, cellphones and accessories. On top of that expectations change and the race portrayed must follow this rule while other races should strive to follow the example. The Diesel ad shows only white people who instead of following the norm, leave it to look eccentric and unique. Something they can do with the clothing from the store. They are motivated to look different.
Many Ads have hidden messages that they want to portray to the public. These go beyond just race and wealth. In the ads for the TV Show "American Hustler" there's a clear portrayal of wealth that is only endowed to white people. In a juxtaposition, across the street I spotted a bus that was advertising the TV Show "Mob City" depicting a black man firing two guns. The theme of violence is subconsciously tied to race and to men, creating a hostile environment for someone who is both. Some ads also make a hostile place for women and men when pictures of either are sexualized and photo-shopped. The general audience will never look like this and will then try to find ways to do so by spending on consumerism. Some ads display messages of inspiration and positive feelings that might be achieved only if their products are used. Like gym memberships that guarantee a better body instead of fitness. The perfect vacation to a far away paradise for a cheap price. Magazines that advertise ways of getting the perfect slim body that a celebrity has. Or maybe convenience at buying clothes and food delivered to you at home! Many will just bribe people with sales and discounts!
I noticed that there's a incredibly bigger amount of ads in the street that through any other medium. This is off-course to target a larger audience of pedestrians that are unconsciously watching the ads on the street. I saw that ads on the street were also displayed within our transportation. On top of cabs, sides of buses, within train and on stations. Commuters are systematically targeted to watch these ads on their everyday schedules to work or school. There's also an increasing trend of ads online and in social media. In online sites ads are filtered through an algorithm that will present an ad customized for the user based on their internet history and other factors.
Ads for Macy's and other major chain stores use women within their ads to attract more attention to their clothing. They portray women that are young, flawless and happy to be shopping for that store. When the woman in the ad is sexualized in any way the focus on the ad is not only for women but also men. The ad will set an unrealistic image of a woman that women will want to follow as the body portrayed in the ad is an ideal of normalcy or even perfection. Men are targeted in these ads by showing men examples of what an ideal woman is. This message of an ideal woman is transcended to other women when men around them reinforce the idea subconsciously. Likewise, there are also many ads that sexualize men or portray an image of masculinity that can only be obtained by using certain products or buying expensive clothing.
The use of models within these ads is to advertise an image of the ideal man or woman who is a common everyday person that likes to use these products. So what does it mean when they use celebrities? Well it is a way to set normalcy to the character of the celebrity. Some would say it is something like: "If a person like Katy Perry can eat a bag of chips like a normal person (not that she isn't), then I can too." This is another way of exploiting people who are in an already competitive atmosphere whose sole purpose revolves around the physical appearances of people. These models and celebrities just reinforce the idea that their looks are what society values as important and everyone else should follow the example.
In the Ad of Banana Republic there are two men wearing expensive clothing and accessories, while doing an expensive activity. This ad not only gives an underlying message about masculinity but also wealth and race. Most of the ads I encountered only displayed people who are white or look white. The company who made this ad is setting a social bar of what is commonly accepted. The common is people who display wealth everywhere they go with their expensive cars, clothes, cellphones and accessories. On top of that expectations change and the race portrayed must follow this rule while other races should strive to follow the example. The Diesel ad shows only white people who instead of following the norm, leave it to look eccentric and unique. Something they can do with the clothing from the store. They are motivated to look different.
Many Ads have hidden messages that they want to portray to the public. These go beyond just race and wealth. In the ads for the TV Show "American Hustler" there's a clear portrayal of wealth that is only endowed to white people. In a juxtaposition, across the street I spotted a bus that was advertising the TV Show "Mob City" depicting a black man firing two guns. The theme of violence is subconsciously tied to race and to men, creating a hostile environment for someone who is both. Some ads also make a hostile place for women and men when pictures of either are sexualized and photo-shopped. The general audience will never look like this and will then try to find ways to do so by spending on consumerism. Some ads display messages of inspiration and positive feelings that might be achieved only if their products are used. Like gym memberships that guarantee a better body instead of fitness. The perfect vacation to a far away paradise for a cheap price. Magazines that advertise ways of getting the perfect slim body that a celebrity has. Or maybe convenience at buying clothes and food delivered to you at home! Many will just bribe people with sales and discounts!
I noticed that there's a incredibly bigger amount of ads in the street that through any other medium. This is off-course to target a larger audience of pedestrians that are unconsciously watching the ads on the street. I saw that ads on the street were also displayed within our transportation. On top of cabs, sides of buses, within train and on stations. Commuters are systematically targeted to watch these ads on their everyday schedules to work or school. There's also an increasing trend of ads online and in social media. In online sites ads are filtered through an algorithm that will present an ad customized for the user based on their internet history and other factors.
Critical Discourse Analysis: Holiday Exploitation
The Reason I choose this ad is the amount of times I saw some type of representations of a holiday in an Ad. Ads showed me that buying the lotto during the holidays would make me luckier (statistically impossible btw). Stores said if I forgone Thanksgiving dinner I could go to Hollister earlier that night to save more. I choose this ad because it represents other ads where the meaning of the holidays are exploited by corporate greed and our countries dependency on consumerism.
This ad uses Santa Claus, a celebrity of the holidays, to sell Coca-Cola. The ad portrays an iconic man that represents the spirit of the season for many Americans. He is holding a Coca-Cola glass which makes him happy as he is distinctively smiling. He is voiced through the message behind him: "Drink Coca-Cola Delicious and Refreshing". This means that the man who delivers gifts and brings joy to the world likes to drink soda! Children will think that Santa Claus will prefer soda instead of milk and cookies. Promoting child obesity too? That one might be a stretch.
This ad and many others are clear examples of religious discrimination. A majority of the world does not celebrate the end of the year holidays of the christian religion. The incorporation of holidays in ads is a strategic way to get more money out of consumers. Every year many consumers deliberately save money for the end of the year so that they can buy gifts for their friends and family to celebrate the holidays. This is not only Christmas, but also Hanukkah, Eid al-fatr, Kwanza and many other holidays. This does prove the tendency towards consumerism of our society. Nonetheless, many companies campaign individualism so that consumers buy more on themselves by helping them save with holidays sales. Usually companies would sponsor the holidays and wish their consumers joy for their Holidays, but they have skipped this step and now just endorse their product by justifying that having it is part of the holiday season. Like buying cars for the end of the year event. To buy on Black Friday. To buy on Thanksgiving. To buy gifts for the Christmas Season in the middle of Halloween!
And for a side note, I can believe how many times I have heard "Holiday Season" in television ads.
This ad uses Santa Claus, a celebrity of the holidays, to sell Coca-Cola. The ad portrays an iconic man that represents the spirit of the season for many Americans. He is holding a Coca-Cola glass which makes him happy as he is distinctively smiling. He is voiced through the message behind him: "Drink Coca-Cola Delicious and Refreshing". This means that the man who delivers gifts and brings joy to the world likes to drink soda! Children will think that Santa Claus will prefer soda instead of milk and cookies. Promoting child obesity too? That one might be a stretch.
This ad and many others are clear examples of religious discrimination. A majority of the world does not celebrate the end of the year holidays of the christian religion. The incorporation of holidays in ads is a strategic way to get more money out of consumers. Every year many consumers deliberately save money for the end of the year so that they can buy gifts for their friends and family to celebrate the holidays. This is not only Christmas, but also Hanukkah, Eid al-fatr, Kwanza and many other holidays. This does prove the tendency towards consumerism of our society. Nonetheless, many companies campaign individualism so that consumers buy more on themselves by helping them save with holidays sales. Usually companies would sponsor the holidays and wish their consumers joy for their Holidays, but they have skipped this step and now just endorse their product by justifying that having it is part of the holiday season. Like buying cars for the end of the year event. To buy on Black Friday. To buy on Thanksgiving. To buy gifts for the Christmas Season in the middle of Halloween!
And for a side note, I can believe how many times I have heard "Holiday Season" in television ads.
Discussion:
What did you learn from the project?
- Through this project I learned to analytically observe the ads that I encounter every day. Not to overlook what is in front of me. I learned to judge the reasons why certain things are placed on ads. I actually want to call out on the meaning of Black Friday. We are tricked into buying things that will most likely outlive their use within the next 5 years and quality is not a factor anymore. Companies just want to take advantage on people's money. As one of the wealthiest countries in the world this is an unfair disparagement of resources and money that can be used to help the needy and the poor. And we are all aware of that but it is also this drive to buy that has made us selfish.
- I have also noticed that the simpler the slogan, and the simpler the as it will add. Products like proactive, Samsung Galaxy and the PS4 don't need much advertisement as they already have built a reputation. Just like apple and Microsoft.
- Young people are the most targeted group in the ads I witnessed. If young people feel that they are represented within ads then they will feel compelled to buy the type of products that represent them. I personally think that the reasons young people are targeted in these ads is because we are still trying to find a meaning of identity. If these ads show the standard of what normalcy is, then we are more likely to follow the example in order to feel like we fit in. Again, we are systematically filtered into the system and society.
- I have thought that it was really interesting that companies would want to target specific audiences. I would think that for marketing purposes and profit a company would want to be less bias with their products. If there's a bigger audience who they can sell their products to then that in theory would maximize earnings. But that's not the case.