Describe about the Terms for Culture, Creativity, Capitalism.
In our everyday life, we look at things and give sense to what we see around us in the world. I would say that seeing is a procedure of observing things and recognizing them. By looking at things we actively give meaning to the world around us. Just like writing and speaking is a practice that we follow in the same way looking is also a practice which we do and it is an act of our choice. Looking help in communicating with people, to influence others or be influenced by others. Capitalism is a relationship between commodities, labor, money, production and means (Cubitt,2002).). In today’s modern world everything which means almost every product is for sale. In order a purchase the product that we require we need the sale something. In this essay, I have looked at culture, art and creative industry in a new way that is from the viewpoint of evolutionary economics. This approach is new because it abandons the old classical model of subsidy and welfare.
In earlier times photography was considered more objective than drawing and painting. The formation of a picture by using camera lens involves the choice of the subject through framing, selection and personalization. This combination of objective and subjective is the main reason behind photographic images. All the images have 2 levels of meaning in it. The literal or descriptive meaning of a particular image is called Denotative. All the images which are produced have a social ideology and power. Ideologies are produced by the social institution of the given society like government, family, medicines, law, entertainment industry etc. Images move from documentary images to videos to the advertisement to art work to news images. Each change in the image context creates a different meaning of the particular image. We decode the image or read the images instantly without giving thought to the process of decoding (Roussillon, 2011). We decode a particular image by interpreting the suggested meaning or unintended/ intended clues. The clues can either be socio- historical context or its formal elements like shade, colour and contrast in which the image is been presented. We are living in the world of signs in which we interpret the sign to give meaning to it. The meaning of an image consists of two elements which include how the viewers of the image will experience or interpret the image and secondly the content in which the image is been seen (Tulloch, 2015) The filmmakers, artist, other image producers or graphic designers create images or advertisement with the intent that the audience will read them in a particular way however the audience sees the images differently from what it was intended to be seen. However I did not mean that the audience has wrongly understood the image or the artist has failed to present an image, rather a meaning of an image is developed from where and how the image is been used.
In today’s time, I consider that buying products work as a form of therapy or pleasure. It helps to fulfil the emotional needs of the consumers but market forces lure the consumers to want more of different commodities. The capitalist works for acquiring more products than what is needed for the survival. Advertising encourages the customers to believe that with the help of commodity they are able to convey the personality of there. The commodities are not valued on the bases of what they are but on the bases of their monetary term.
Commodity Fetishism is a relationship which is involved in production which is not among the people who produce the product but its economic relationship which means the money or commodities exchanged in the market trade. According to me in today’s time to increase the sale of a particular product or service advertising is done. Publicity uses sexuality to increase the sale of the product. Publicity is considered to be the life that exists in this culture because I believe that without publicity capitalism will not be able to survive (Nguyen, 2015).
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Capitalism is able to survive by persisting the customers to define their interest as closely as possible. The company employ creative people so that they can strengthen themselves and have commercial gains. The companies have identified their new brand market. When a company get more involved then they expect the return also. As per my knowledge, in today’s time, the develop countries are able to achieve their targets by imposing false standards on what is not desirable and what is desirable. Poverty porn on the other hand which is also known as famine porn, development porn or stereotype porn is a kind of media (photographed, written or filmed) is exploiting the poor condition to generate sympathy for selling their products or increasing donations. It is used not only to create sympathy but also anger among the people. Poverty porn is used nowadays to recreate emotions among the audience and it is popularly used nowadays in TV shows and films. The popularity of reality TV Shows has steadily increased. Self-improvement reality type of culture has been formed in the makeover television. They try to transform a normal looking girl to an ideal image consist of femininity. Women are fighting in the workplace for equality nowadays but these myths that a woman should be pretty, fashionable, sexually attractive inhibits women. This creates pressure amongst the women to attain the ideal image which in turn increases the consumption of beauty products. As per my analyses, these makeover televisions and this makeover culture dismiss the women for their differences and it promotes a conformist vision. With the help of advertising, the companies built their brand and establish identity. The companies use celebrities to advertise their brand. It is considered as a status symbol when someone wears branded stuff (Berger, 2011). The market is seeking ways to change the social trends and to associate the products with something which is more desirable. The advertisement can make the consumer believe that a certain product can change their lives. This is done by presenting models of glamour which consumers wish to become. They make reference to the work of art to make their product authentic, tradition and prestige. Earlier the moral rules that existed in the society were not permitting to use the most powerful tool of marketing which is sex. I believe that in order to increase the sale of the products the sexist images of the women’s are used. Media is used for this purpose and it is a reflection of the culture and it contributed towards it. Because of the massive exposure of the youth towards the media, it teaches the youth that girls or women are sexual objects.
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Source: (google.co.in/imgres)
Source: (google.co.in/imgres)
As per my knowledge the availability of pornography has created the most moral panics and is been easily available to young children which in turn is likely to have a negative effect on the society. It objectifies the women. Sexualization can be problematic if it happens to the adolescent or youth of the country. In the current scenario, I could say that small girls are encouraged to dress up and look sexy, have sexual desires. Women are considered to be sexy if they look young, blurring the difference between who is not and who is sexually mature. According to me, it is harmful to the individual as well as the society. Post feminism is encouraging women to explain femininity. It basically deals with the problem which oppresses or limits women. It helps to break all the stereotypes. It celebrates sexuality and believes that women of today can be more empowered by working in the sex industry as adult film actor or strippers. In this era, according to me, gender difference is seen as more fluid and less rigid. This ideology is fuelled by employment, advances in abortion and fertility law. Postfeminists believe that women were shown as victims in the traditional feminism whereas post- feminism brings women empowerment, liberation and to celebrate femininity ( Tulloch, 2015).
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According to me the change in the political and economic culture around the globe, a correlation does exist between the culture created by capitalism and economic and political culture. The desire to create wealth and create more money has lead capitalism to a point where cultures have being defined by the economic system (Gill, 2012). I would say that advertising agencies and advertisers have developed various ways to make feminism in favour of them then to work against them. For this, they have to chain their goods to feminist tenets. The political concepts of equality and liberation have been transformed into private and personal desires which could be achieved by commodity purchasing. The merger of feminist thought process with the corporate profit does not eliminate gender inequality. The companies are exploiting the girls by advertising the sexualisation of the girls. As corporates are always motivated to meet bottom line only the consumers can eliminate this beauty ideology. I would like to add that it is the most important responsibility of the consumers that to examine the criticality of advertising and motivations of the corporate behind it.They should develop their consciousness will purchasing a product.
References
Anon, (2016). [image] Available at: https://encrypted-tbn2.gstatic.com/images?q=tbn:ANd9GcSJIjUQiHJtP0G4r_40kX_NxnMswm7WmAh6gccfKbKABkrBcs3XFQ [Accessed 15 Aug. 2016].
Anon, (2016). [image] Available at: https://www.google.co.in/imgres?imgurl=http%3A%2F%2Fimage.slidesharecdn.com%2Ffebruarywebinar-extrememakeover-transformingyourcompanyculture-final-160225212129%2F95%2Fextreme-makeover-transforming-your-company-culture-1-638.jpg%3Fcb%3D1456435415&imgrefurl=http%3A%2F%2Fwww.slideshare.net%2FOnPointConsulting%2Fextreme-makeover-transforming-your-company-culture&docid=4GWxkj4G7p2AbM&tbnid=ZjT0h76HP_MSxM%3A&w=638&h=359&bih=741&biw=1517&ved=0ahUKEwi0rrm68sLOAhUCXhoKHTLlAIsQMwhOKCswKw&iact=mrc&uact=8 [Accessed 15 Aug. 2016].
Berger, A. (2011). The Branded Self:. The American Sociologist, 42(2-3), pp.232-237.
Cubitt, S. (2002). Practices of Looking: An Introduction to Visual Culture by Marita Sturken and Lisa Cartwright . Oxford University Press , New York , 2001 . 385 pp., illus. Trade. ISBN: 0-19-874271-1 . Leonardo, 35(2), pp.211-212.
Future Prospects for Capitalism Nature Socialism. (2014). Capitalism Nature Socialism, 25(4), pp.1-2.
Gill, R. (2012). The Sexualisation of Culture?. Social and Personality Psychology Compass, 6(7), pp.483-498.
Macleod, C., Marecek, J. and Capdevila, R. (2014). Feminism & Psychology going forward. Feminism & Psychology, 24(1), pp.3-17.
Nguyen, C. (2015). Time for a unit culture makeover?. Nursing Management (Springhouse), 46(10), pp.14-16.
Roussillon, R. (2011). Sexualité, sexuel, sexualisation. Revue française de psychanalyse, 75(3), p.825.
Rumens, N. (2016). Postfeminism, Men, Masculinities and Work: A Research Agenda for Gender and Organization Studies Scholars. Gender, Work & Organization.
Tulloch, G. (2015). IV. Sandra Bem, Feminism, assisted suicide and euthanasia. Feminism & Psychology, 25(1), pp.113-117.
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