Extra Credit Blog

Before Professor Straubhaar’s RTF 305 class, I did not have any experience with blogs. I have never blogged before, followed one, or even really understood what they were. I thought the blog system was positive in that it made me, and I’m sure other students, think about what we learned in class in a different light and more in depth. I didn’t experience many difficulties with the blogs. I found it was easy enough to set up and use. I found the more interesting prompts were those that allowed students (“bloggers”) to select a favorite movie or show and use concepts learned in class to explain them. Take for example, the three act narrative blog, the sitcom blog, and the film shot blog. I would definitely recommend the blog system for future classes. Before the first blog, I was not excited, but I turned out to enjoy it more than writing or typing up a paper and physically turning it in. Blogging served to be much more convenient for me, having a little over more than half a week to complete and submit the assigned blog each week. The only advice I have to improve the blog system for the future would be to get the blogs graded each week, instead of all at the same time at the end of the semester. That way, if a student was not completing them correctly, they would promptly find out and be able to fix it in the next one. It would be nice to be able to track the grades so students can have a better grip on their grade in the class. No, please do not use my blog in a paper or report, or any other form of formal documentation. Thank you.

Hybridization

Globalization is “a process of increasing interconnectedness among nations, cultures, and people” (Straubhaar). It is when a concept reaches the boundaries of its original country or region and extends to others. Hybridization also goes hand in hand with globalization. Hybridization is “taking an idea or formula that proved successful in one place and adopting it in another (ex. genres, scripts, concepts)” (Straubhaar). There are millions of examples of hybridization, like NBC’s television show America’s Got Talent. This is a show that allows the common American to demonstrate a talent in front of a panel of judges (who are currently Piers Morgan, Sharon Osbourne, and Howie Manel) who decided if the talent is good enough to continue on to compete against others for a monetary prize. The show was created by Simon Cowell, who knows the concept of globalization well. This show has gone global, for instance take Britain’s Got Talent. Simon’s other show, American Idol has gone global, with shows as far as the middle east.

http://en.wikipedia.org/wiki/File:Britain%27s_Got_Talent_Logo_2010.png

http://en.wikipedia.org/wiki/America%27s_Got_Talent

Advertisement:Huggies® Jeans Diapers

Advertising is meant to be powerful and persuasive…and in many cases, it is. As Douglas Kellner says, “advertising tell us that to be up-to-date, we must be fashionable, we must buy and exhibit all the latest products and fashions” (331). This is exemplified in television ads, which are “mainly image based, creating associations between products and desired conditions, such as happiness and success” (333).

Advertising has many appeals such as sex and affiliation, nurture and guidance, achievement and attention, safety, and curiosity, etc. The appeal I will expand upon is nurture and guidance, such as in parenting. There are many ads that aim toward parents, selling products that will “make” them be better parents to their children. Whether or not the product being sold is a necessary object (but just a new, more expensive version) or a totally new item, it will reach the minds of parents because they are constantly looking for something that will make them feel like they’ve become a better parent. Even when their baby is happy, the parent wants to make the baby happier.

A recent advertisement that I have found persuasive is one of Huggies® television commercials for their new Jeans diapers. In this commercial, a boy toddler is walking down the street, showing off his new jean diaper, stopping everyone in their tracks, making them stare in awe. The boy appears to be very content with his new fashionable diaper and the attention he is getting with it. This image paired with the voice-over comments (“When it’s number two, I look like number one” and “I poo in blue”) make for a rather persuasive advertisement. It insinuates that if toddlers wear these diapers, they will feel cool and be happier.

This ad exemplifies the appeal of nurture and guidance in that it makes parents feel like if they buy these diapers, their toddlers will get more attention, boosting their confidence (both the toddler and the parent) and make them (the parent) feel like they are better nurturers to their child. By dressing their child in this diaper, the parent will provide guidance for their child and for themselves to be hip and up-to-date with fashion and society.

Check out the video!

http://www.youtube.com/watch?v=sQ0M9CBEkw0

Three Act Narrative - The Proposal

Hollywood’s Three Act Narrative derives from the Classical Tragic structure. The Tragic structure consists of the rising action, the climax, and the falling action. In this format, the climax of the film resides in the middle. This is where the Hollywood Three Act structure differs. The climax is shifted towards the end, providing a happy ending. It is used for quest and triumphant stories, like for example, Anne Fletcher’s 2009 movie, The Proposal. This movie consists of the three parts Professor Ramirez-Berg explains, the introduction, the complication, and the resolution. These three parts are separated and transitioned by plot points, which propels the action in the current act into the action of the next act, typically by asking a question that the following act will answer.

The Introduction

The introduction of a film typically spans the first 30 minutes. In The Proposal, I have found that the introduction lasts just for the first ten minutes. In the introduction, the audience is introduced to the two main characters, Margaret and Andrew. Margaret is a controlling book editor and Andrew is her assistant. Margaret is faced with a sudden problem – she is going to be deported back to Canada. To solve this problem she tells Andrew that they are going to get married so she can stay in America and keep her high-powered job. When he objects, she gives him an ultimatum: marry her or his dreams of being a book editor will be forever lost.

The Complication

This second part usually lasts from the 30 minute mark to the 60 minute mark. In this particular movie, the second part takes up the majority of the movie, from the end of the introduction to about the 80 minute mark, when the climax occurs. The two go to Andrew’s hometown for his Gammy’s 90^th birthday and announce their “engagement.” From this point to the rest of the introduction, the “happy couple” go through the motions of an engagement with Andrew’s family until the actual wedding, when Margaret realizes just what she’s putting Andrew and his family through, walking away, leaving Andrew alone at the altar.

The Resolution

This last part of a film typically lasts for the last 30 minutes of the film. In this movie, the third part lasts for the last 15 minutes. After Margaret leaves Andrew to save him from marrying illegally, he realizes that he actually does love her. He flies back to New York after her and asks her to marry her for real.

http://www.imdb.com/title/tt1041829/

Sitcoms - Repeated Patterns

Sitcoms are characterized by many aspects such as being a half hour comedy, episodic, consist of the modified three-act structure, and that they cycle through repeated patterns. Repeated patterns are usually in the form of a daily routine the characters of the show go through. This provides a familiarity to the viewers even though the plot/conflict is different in every episode.

Season 2 Episode 21

For example, take the TV show, The Big Bang Theory. Physicists Leonard and Sheldon accompanied by their friends Howard (a mechanical engineer) and Rajesh (an astrophysicist) have several patterns that they cycle through in the majority of the episodes. After spending time on their own research, they all join together at Leonard and Sheldon’s apartment to each take out, play video games, watch sci-fi movies, and go to the comic book store…and of course talk about Penny, the blonde who lives across the hall. So even though each episode presents a different obstacle than the last for these characters, they still go through their repeated routines  that are characteristic to the show.

Film Shots and Camera Angles - A Walk to Remember

In film, there are three different main shots filmed – the long shot, medium shot, and close up. Each type of shot holds a specific meaning and message. There are also three camera angles – the eye-level angle, high angle, and low angle. To show these aspects of the film language I have taken pictures of shot from the film, A Walk to Remember (2002).

The Long Shot

The long shot is the orientation shot. It shows the object from afar to express the relationship between it and its surroundings and/or situation. It expresses sadness, loneliness, and isolation.

The long shot you see above is from the scene, “Not Going Anywhere,” which takes place after Landon’s dad says he is the wrong type of doctor and cannot help Jamie, Landon’s girlfriend, who has Leukemia. The use of the long shot here, represents how Landon is dealing with Jamie’s situation. He is sad that he cannot help her, he is sad that his dad will not help him to help her, and he is alone. In this shot, Landon is standing in front of open water, without any activity, showing isolation. The high angle takes power away from the subject – it is out of Landon’s power to help Jamie…at least medically.

The Medium Shot

The medium shot is the information shot. It shows information about the relationship between characters, usually who is the most important, the most powerful, or the leader(s)/follower(s). It is the most utilized shot in film.

The medium shot above is from the scene, “Appropriate Punishment,” which is the scene that shows the community service hours Landon has to complete. He is completing janitorial work when his friends walk in and poke fun at Jamie for being such a devout Christian and nerd. This shot shows the power lines between the group: Dean (in the middle) is the leader and Eric (left) and Walter (right) are the followers. Even just the fact that Dean is in the middle and closer to the camera, shows that he is in charge. The slight low angle gives the subject power – in this case the power Dean has over his friends and “victims.”

The Close Up

The close up shot show important details, especially about feelings and emotions.

In this close up from the scene, “Jamie’s Confession,” Jamie confesses to Landon that she has Leukemia and has stopped responding to treatments. After hearing this, Landon seeks help from his dad, who is a cardiologist, but is shot down. His solemn drive home is filmed using the close up shot. This type of shot allows the audience to see his emotional state, one of sadness. The eye-level camera angle allows the audience to identify with Landon and what he is feeling at this point of the film.

Star System

An important aspect of Classical Hollywood studio system was the star system, which was the “film studios’ use of stars’ popularity to promote their movies” (Media Now, 192). Studios would take young actors and actresses with promising potential and create a persona for them, and in many cases, even give them a new name. Studios used this system to make and control iconic actors and actresses to make as much profit off them as they could. I find that the star system is extremely important to take note of in order to understand how film studios of the Classical Hollywood operated.

The star system affected what kind of movies the studio made. Once the studios obtained actors or actresses and created a persona for them, they would then make movies in a genre to go along with the persona. If they had a beautiful young actress, the studio would make romantic films starring said actress.

A great example of the star system is the beloved Judy Garland. She was born Frances Ethel Gumm and was discovered as a young teenage girl with a voice by MGM. She signed with MGM and it was at the time that her name was changed to Judy Garland. MGM proceeded to give Judy the young, cute, “girl next door” look. MGM used this image to promote their films that they put her in, like The Wizard of Oz. The studio doctors even gave her pills to slenderize her figure and keep it that way. This only contributed to her life-long drug addiction.

http://www.imdb.com/name/nm0000023/bio

Judy Garland 1941

http://www.imdb.com/media/rm2085525504/nm0000023

All in the Family vs. Full House

Situation comedy (also known as sitcom) is a genre of comedy that has a cast of recurring characters and environment. It has been around for a long time and has seen the best of the decades since the genre was introduced to television. Some examples were “All in the Family” of the 1970s and “Full House” from the 1980s and 1990s. Even though almost a decade sets these two shows apart, they have similar qualities and yet are very different.

“All in the Family” and “Full House” share similar structures. Both are based on a family, primarily in the family’s home. Both have father figures, mother figures, a younger and older generation, and all problems in between. Both shows portray their time period and they mind sets of a range of characters.

However, these two shows greatly vary, primarily because of their different time periods. Take for example, the father figures. Archie Bunker, the father in “All in the Family” is a middle-aged, middle-class male of the 70s, who is cynical bigot. He speaks his mind about homosexuality in a blunt way, using language in what modern day would be considered too offensive. In contrast, take the father of “Full House,” Danny Tanner. He has an extremely different mindset in that he was conservative. In the 1990s, the type of language Archie demonstrated was no longer used on a family show. Instead of using Archie brutality to portray a controversial social issue, the 90s use Danny’s overprotective personality to breach the subjects in a conservative manner.

In “All in the Family” audiences experience all sorts of social issues like in the episode “Judging Books by Covers,” when Archie is irritated by Mike’s (Archie’s son-in-law) friend, who in Archie’s mind is homosexual. This is not a common subject since it is so controversial, but it is in fact seen in this show. However, the writers and actors made light of the situation by portraying Archie’s foolishness due to his mistaken accusations. In more modern shows like “Full House,” lighter subjects are typically used.  In this show, the audience sees the struggles of raising a family and unique personalities such as the rock-n-roll Elvis-inspired Jesse, and the lovable comedian, Joey.

http://www.amazon.com/All-Family-Complete-First-Season/dp/B002E58FT2/ref=sr_1_3?s=dvd&ie=UTF8&qid=1286162930&sr=1-3

http://www.ultimatedisney.com/fullhouse-season7.html

Technology Changes the Radio Industry

I believe technology greatly influenced the radio industry in the 1920s, great thanks to men like Guglielmo Marconi and David Sarnoff.

Technology is vital in the development of all different aspects of our society, like the radio industry. Technology has provided society with so many ways to communicate to the public audience. It provides jobs in the music, advertising, and radio industries by enabling art to be widespread. It developed the radio.

The force of technology affected the evolution of the United States radio system in the 1920s, and was aided by Marconi and Sarnoff. Marconi, an Italian inventor, developed a “wireless telegraph” in 1896. This telegraphing system sent Morse code messages through the radio, which came into great use during the disaster of the Titanic. The ship had a Marconi radio on board, and used it to send distress signals as the ship started to sink. Marconi’s invention was also used to relay the news of the Titanic to the public. Sarnoff claims he was the one who relayed the news of the Titanic. He helped further the technological advances of the radio industry, writing that the radio was a music box and envisioned a mass audience for it.

http://www.modestoradiomuseum.org/images/marconi%201.gif

http://images2.fanpop.com/images/photos/5700000/RMS-Titanic-leaving-Southampton-rms-titanic-5709381-2167-1776.jpg

The Cultivation Theory

The cultivation theory plays a great role in today’s media. This is the theory that consistent messages over time create images for the audience of what reality should look like. These messages through the media have long-term effects on the audience in their outlook on society and life. Take, for example, Ralf Lauren’s advertisement that I’ve embedded below.

I believe the cultivation theory helps me understand the impacts of fashion images, such as this Ralf Lauren advertisement, on women in today’s society. This advertisement is one of three that I know of where the company has taken a photo of a female model and digitally altered it, slimy down her already extremely thin figure. Advertisement like this plays into the cultivation theory and has long-term effects. Women of all ages have body issues, especially young women. Young women in today’s society grow up seeing images like these and think they have to be as skinny as models (even skinnier-than-humanly-possible models) in order to be accepted in society. This mindset leads to all sorts of problems like eating disorders.

                As Jean Kilbourne of Killing us Softly said, “advertising tells us who we are and who we should be.”

http://forum.santabanta.com/showthread.htm?t=160943

Hegemony and Media Framing

    Hegemony and media framing have a great impact in the world we live in today. We see them everywhere we go, in all different situations and environments. Hegemony is the ideological and cultural authority one group of society has over the others (obtained socially, not forcibly). Hegemony is commonly used through the media, targeting those groups presided over. Media framing is a way of influences how the minds of the audience think and perceive.       
    The concepts of hegemony and media framing help me understand this advertisement from McDonald’s and how the company influences what the children of our society want to eat. McDonald's is an enormous company, expanding all over the world. They are a prime example of hegemony and media framing is littered all over their advertisement
    In this advertisement, Ronald McDonald is playing the guitar and singing as his children companions follow along, happily singing with him. Children see this advertisement and get the sense that if they eat the same food Ronald McDonald eats, then they too can be as utterly happy as the kids in the picture. Ergo, they’ll ask their parents to take them to McDonald’s for a Happy Meal. McDonald’s uses media framing and its hegemony in advertising to lead children and their families to their restaurants so they can continue to make millions.
http://francisanderson.files.wordpress.com/2008/02/ronald-mcdonalds.jpg

My First RTF Blog Post

I plan to transfer from UGS into the Communication School to be an advertising major, so I am taking this intro RTF class to get a step into the communication world. I am excited about this class because I think it will be very interesting, but I am also a bit worried about what it entails. I'm sure I'll have to put a lot of time into this class! I hope this class will show me an introduction into the media world and what futures it holds. I'm new to the blogging world, I've never followed a blog, so I don't have a favorite to post!
-Ellie