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Collective ID: How to write an intro

Collective ID: How to write an intro






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    Collective ID: How to write an intro Collective ID: How to write an intro Document Transcript

    • Collective Identity: How to write an introduction and use case studies to explain theories. (African American ID) Figure 1: Beyoncé and the male gaze20 = explanation, arguments, analysis20 = use of examples10 = terminologyWithout solid examples you can’t argue your points properlyYELLOW: POINTPINK: EXPLANATIONBLUE: EVIDENCEGREEN: LINK TO QUESTION(effect on audience must always beaddressed for best marks)The representation of African American men and women in theAmerican mainstream media is problematic. Most representations inthe mainstream media are filtered to reinforce the values and beliefsof a small, wealthy, powerful elite. (Gramsci) By reinforcing and
    • promoting images of black American women that are filtered through anarrow perception of what is considered “beautiful”, the wealthy stayin power as audiences spend money chasing unattainable ideals. Theserepresentations become problematic when we study in detail theeffects they have on the audience. • Vigorol and Dark and lovely crème relaxers. • Hegemony- small, powerful elite reinforce the idea with these adverts and products that relaxed will make your life better, fix all your problems and get you a man. Deconstruct Vigorol advert from your notes to prove your point. And explain the theory. • Link to audience: “Daddy, why don’t I have good hair?” (GH)  “Relaxed hair looks more professional” the word “more” implies there is a hierarchy in place with straight hair being most professional (Tyra)  “Nappy hair is lower class” (Tyra) - These quotes prove that there is a belief system being reinforced and that black American women are being encouraged to chase ideals that they cannot meet. - Bell Hooks: straightening the hair used to be a bonding ritual between black women- they would gather in each other’s kitchens and do each other’s hair. It only became a means of chasing “white” ideals with the advent of the mass media and with white owned hair care companies building conglomerates and buying black owned companies to own that share of the market. When hair care companies started introducing sodium hydroxide into
    • the market and sold it as a life-changing product, women left the kitchen and went to the salon. - Hegemony: when relaxers and weaves were introduced this was the start of new ideologies and “reflections” (Lacan) being pushed onto black American women. As media conglomerates grow and form partnerships with beauty companies we start to see the same, narrow perception of beauty repeatedly e.g. Beyoncé advertises for L’Oreal, Pepsi, appears on magazines and in music videos, looking the same (slim facial features, pale skin, long, straight, pale hair). As these images saturate our culture they lose impact and become “normal”. Once they are normalised they become attainable and black women start to chase these new ideals. - Mulvey: it can be argued that the images of “beautiful” black women that we see repeatedly are constructed to appeal to the male gaze.Light skin/dark skin debate: Snoop Dogg says “ugly” women don’t sellrecords, but then equates “ugly” with “chocolate”. He means that uglywomen have dark skin and therefore lighter skinned girls are prettier.Since this can be translated into how much money they make, lightskinned girls are literally worth more than dark skinned girlsIn terms of the male gaze, because a small group of rich, powerfulwhite men build and reinforce our ideologies, this is what we areexposed to as a culture and what we come to believe.Videos:1990s:Brandy and Monica: The Boy Is Minehttp://www.youtube.com/watch?v=Va1Y6uAgNJYAahliyah: Try Again
    • http://www.youtube.com/watch?v=xcIvIladNnQDestiny’s Child: Bills, Bills, Billshttp://www.youtube.com/watch?v=NiF6-0UTqtc21st CenturyBeyonce: Videophonehttp://vimeo.com/8815138Rihanna: S&Mhttp://www.vevo.com/watch/rihanna/sm/USUV71002981#/watch/rihanna/sm/USUV7100298150 Cent: Off and Onhttp://www.youtube.com/watch?v=1EPTQSto7QUNelly: Tip Drillhttp://www.mixtapes.tv/video/nelly-e-i-tip-drill-remix-video-feat-st-lunatics