The Disneyfication of Culture

When I first heard about this lecture I thought great, we're going to be talking about Disney. As a child I grew up watching the films and had probably every single Disney film there was. Even now that videos are no longer used I have replaced those copies with DVDs so imagine my surprise when the lecture we received talked about how Disney may not be what it seems.

With great relevance to the assignment at the moment, Hamid talked about how things can be portrayed to us and in a child like innocence we cannot see the true meaning behind it. Henry Giroux criticised Disney and their market aims to their young target audience arguing that these vulnerable children are learning about life through the eyes of Disney, which is something Giroux thinks is culturally incorrect.

Taking myths and Victorian fairy stories, Disney softened these and turned them into palatable stories. Built around the idea of happiness and innocence experienced as a child it is difficult to see the true meaning behind them.

What I found most interesting about the lecture was the wee film we watched at the end, discussing the issue that Disney films are not realistic. Disney can sell ideas through the images that they present to us which they describe as being dangerous because it is hard for children to distinguish between fairytale and real life.

The women conveyed in the film are all stereotypical of Disney to have the lack of ability to save themselves and feel the need to use their body to manipulate. Now although this may be true for some women, most women would laugh at this suggestion that they are incapable to survive without men.



In the film that we watched the example of women struggling was in Beauty and the Beast. As a child I used to love this film and never picked up on anything being discussed by these women! They talked about it being a platform of abuse - where the idea that the women is being abused and standing up to the man but then in the end running into his arms, undermining herself. Now I'm no feminist but I can see the point being made her, in saying that though I think that these women are reading far too much into this matter! For me this just raises the argument that adults see things completely different to children, which is fine, but life as a child is innocent and I'm sure Disney is the least of parent's worries in educating their children in the hardships of life.

With thanks:
http://www.chipandco.com/wp-content/uploads/2010/01/disney-logo.gif
http://nighthawknews.files.wordpress.com/2009/02/beauty-beast.jpg

The Rhetoric of the Image

by Roland Barthes

Cheeso! Talk about another easy read...

Some things are just plain hard to describe using text! Images are so important to convey a message and idea but with people taking different messages from these images it is important that the images are chosen correctly.

"How does meaning get into an image? Where does it end? And if it ends, where is it beyond?" Barthes.

Starting with the images used in advertising, Barthes talks about the significance of central pictures behind a company's face. These central images are deliberately chosen by the company whether it be to provoke a response, persuade people to buy, etc. Using the example of an advertising image from Panzani, Barthes argues that the only barrier in trying to solve what this advert is about is the text, at the bottom right hand corner (which is not present in the image below).


Even without the use of text, the image should still be able to stand alone and be accountable for selling the product.
We are presented with the image that the food has just been bought from the market, it's freshness being reinforced. Also the way in which the food overflows from the bag suggests that it has been bought for 'oneself' rather than the bulk buying we favour so much now.
The colours used in the poster heighten our connection with the Italian authenticity - all quite stereotypical of the colours associated with the cultural life of Italy.
These are only a few observations made from the poster, but Barthes goes into some detail about the other messages hidden within the poster.

Something that reminds me slightly of this is an experiment that Derren Brown conducted with the use of subliminal messages. Companies are forever trying to sell us their products with the main selling point being celebrity endorsed campaigns but what Derren Brown showed was that the way in which we are presented with subliminal messages could result in the change of our on behaviour - most people acting completely out of character. The message behind his experiments was that we are all susceptible to subliminal messages!

Derren Brown: How to control the nation
(I tried to find a video of the specific part I wanted to show on YouTube but there wasn't any. The above link is from Channel 4, where you can watch the whole episode.)

If these subliminal messages were removed from the context, what would happen? Would we still be left with enough information? What if they were presented to us in a slightly different way? Would they have the same affect on us? The list is endless...

The linguistic message
Most images used in posters will have a general meaning so that everybody has the basic understanding of what the image entails but depending on what we have been taught when we were younger will depend on how we interpret the other messages embedded within the image - the symbolic and not the literal message. It is important though that when we are deciphering the message that we do not jump in and make assumptions and rely on stereotypes without failing to understand every part (a point argued by a psychologist Sam Gosling in his book "Snoop", who discusses that we are too quick to assume things and rely on stereotypes to fit something to how we want it to appear).
When translating the image certain things to take into consideration: does the image rely on the text to emphasize the point trying to be made? Do we need the text/could the image be readable without it? Does the text confuse what is trying to be perceived?

"all images are polysemous"
Arguing that every image has a deliberate message behind it, Barthes discusses the point the definition taken from the image is important and that sometimes the use of text fixes this idea. In an example of a very open image, text is used to tie the idea together so that people are still free to exercise their imaginations but still understand the general gist. The text almost acts as a narrator does to a play, we are all able to absorb the parts we want to see but the text acts as tie, binding what we are seeing with what we are supposed to see and understand. Capturing our gaze is the function of the image, anchoring our thoughts is purpose of the text, linked hand in hand, image and text are there to heighten our understanding.

The denoted image
The images that are chosen have code hidden within in it and it is very rarely that a hand drawn image would be used as so many interpretations can be taken away from it and the individualistic style is great. The way in which we draw is riddled with connotations likewise a photograph, the only difference with the photograph is that the control over the angle, distance, speed, etc is easier to control. The denoted image therefore is the symbolic message and does not imply anything within the image but allows us to differentiate freely the meaning behind it.

Rhetoric of the image
The exposed meaning is opened to different interpretations depending on one's knowledge. Using the example of the image of the overflowing shopping bag above, the term 'Italianicity' is used often to describe it but this not being a real word so why is it used? Combining all stereotypical things of Italy, we understand what this term means without actually being taught about it's meaning. Although the connotations in which we receive from images will be different to every individual, most people looking at the image will be able to see it's 'Italainicity'. Some of the observations made will be common sense and this is quite a deliberate thing but Barthes stresses that it is important that we do not simply 'invent' what we want the image to say.

Meyer Schapiro is mentioned at the very last part of this chapter. On first reading of his name, I have to say it did not ring any bells, but now I am no longer ignorant after delving slighting into his past. Very much a visual person, Schapiro was credited for his knowledge on people's style within art. Arguing that our circumstantial placing has a lot to with our artist style and is useful in revealing what the artist is like. I suppose this ties quite nicely with what Barthes is talking about; things like context and personality affect our response to images.



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With great relevance to the tasks being carried out in the second assignment, it was useful to read this chapter before conducting the tests. Understanding why images are used and the messages that are behind them are important too. Now when I am conducting the assignment I can be aware of people's thoughts and understand the feedback that they give me.


With thanks:
http://homepage.newschool.edu/~quigleyt/vcs/panzani.jpg
http://www.channel4.com/programmes/derren-brown-the-events/4od#3006493

A picture can tell a thousand words (series9)

An example of the final idea.

When I think of a book, I think of a story. Some people may think of childhood, pictures or bedtime. Whatever your interpretation of it, many other people might not agree with you.

The next part of our sustainability project asks us to create a book using our subject that we had to discuss in groups (Environmental Design) as the central theme. With no other input, we have to interpret the brief and decide what we think a book is. By using the information that we gathered in the research part we have to decide in what way we want to use this to communicate our ideas...

A clipping of the brainstorm.

A little unsure at the beginning of what I wanted to do, I decided to brainstorm the idea of a story. Trying to think quite broadly, I tried not to think as a designer...
Chinese whispers and digital stories are all ways to communicate a story but they are not your conventional book.
Looking at different types of unusual books that had been created I stumbled across a lot of interesting ideas.

Black Spot Books


Ed Hutchins, Starbridge

Jennifer Collier, Letter Dress


Shannaleino.com

Each one of the examples above convey a different message so it is important for me to think carefully what I wish my story to communicate.There is a saying that a picture can tell a thousand words so bearing this in mind, I want to create a response to the brief that is visual.

Digital Stories:
Does a story have to be physical, something that you can hold in your hand? Can it just be a series of images?

Some examples of the digital strories I created using Photoshop.

Physical Models (and the final concept):






When working on the group research part of this project, I found that each of the group topics interlinked and connected to one another so I want this idea to be the underlying constant within the story. My solution to this was using a piece of thread. Each picture in series9 is connected to another image - all connected in some way. Using the one piece of thread this was not an easy task and I cannot tell you the amount of times I had to pick knots out of the thread.

Pages from my sketchbook, showing my thought process.

With thanks:
http://heatherpizzitola.com/wp-content/uploads/il_fullxfull.918609871.jpg
http://www.saatchi-gallery.co.uk/blogon/upload/2008/02/CollierLetterDress.jpg
http://www.libraries.rutgers.edu/rul/news/06/10_books_movable_parts.jpg
www.shannaleino.com

Visual Communication

Everywhere we look there are symbols controlling how we respond to the environment around us. From warning signs to recycling signs, we are submitted to constant visual directions.

For instance, think of the colour red...what does it make you think of? Danger? Love? Attention? Passion? I'm sure at least one of these were in your head. So why is it that this is the case? After all the colour red is just that - a colour. It has no meaning, does it?

When you are walking past someone in the street wearing red, do you immediately feel frightened? Why not? I mean red means danger doesn't it? What about love? Do you suddenly feel drawn towards them? Well maybe but chances are it is not because of the colour of top they are wearing.


Are designers to blame for these associations? After all, warning signs, whether you are in Britain or China, are all red. Red catches your eye and because of this Scientists have recommended it be used for signs that are supposed to grab our attention - it was only a matter of time before advertisers jumped on this bandwagon to sell products! Take for example, Coca Cola. When I asked the question before what you think of when you think of red, did any of you think of Coca Cola? It's hard to forget about 'Coke' though seeing as it almost presents itself to us everyday, whether on the shelves in shops or in sport (e.g. Olympics, football sponsors) we are aware of it. Originally designed for medicinal reasons it was John Pemberton who first discovered this addictive concoction that was a supposed cure of headaches and morphine addiction . Is it not ironic that now many people cannot go a whole day without their 'coke fix'? I am all for the use of colour helping us in everyday life but I don't want it to affect the choices I make. Scientists are using it to help us but designers are using it to sell their products, is this right?



With thanks:
Photo: http://www.yellericecream.com/Uploads/600px-Stop_sign_svg.png
Photo: http://blog.mindblizzard.com/uploaded_images/Coca-Cola-723214.jpg