Final: Reflection

In English 1A, I have learned many things that will help me for the rest of my time in college, as well as into my professional and personal life. But for me, the two most valuable items that I have gotten out of this class is how to organize my ideas in the writing process and my new perspectives on today’s corporate-driven culture. 

As for learning about pop-culture, I felt that everything started to really come together after I finished reading Kalle Lasn’s book, Culture Jam. This is where my perspectives on corporations, advertising, consumers, and the idea of living began to shift; it was as if I had broken out of a trance. Through the journey of Culture Jam, I began to see the control that corporations have over the media, the corruption that goes on in advertising, and how similar advertising is to brain washing. But more importantly, I enjoyed how Lasn explains how to uncool marketing and how he introduces a new way of living everyday, which ultimately breaks the mass-cultural trance imposed by the media. In fact, I have adopted this new way of life of living everyday to the fullest with the least amount of consumption and I am also using the tactics of derive and detournement. To say the least, I didn’t expect to come out of English 1A with these new perspectives, but this was a pleasant surprise.

In the critical thinking process, I learned the 7 standards used for evaluating essays: “clarity, accuracy, precision, relevance, depth, breadth, and logic”. Basically, when evaluating mine and fellow students papers, I kept all seven of these standards in mind along with the questionnaire provided with the peer responses. Moreover, the peer response questionnaires allowed me to continuously improve in reading and evaluating my own work as the semester progressed. 

 As for reading, I learned that it is much more complicated than I had previously thought. First, before reading, it is best to preview, pre-read and free-write. Previewing is best used for nonfiction textbook reading and consists of “reading the title, background info, first paragraph, topic sentences, major headings, and concluding paragraph before reading”. This process gave me an idea of what the text was going to be about. Pre-reading can be used for any text and has to do with focusing on the background information and then creating questions and trying to answer them. Free-writing on the other hand is about writing down everything you know about the topic at hand. Out of all these previewing strategies, I preferred to use the “previewing” method because I prefer to read with a point. Next, the reading process involves annotation and sectioning methods. Annotation is about reading while underlining or writing notes about things that you think is important on the actual text. Sectioning involves drawing lines to separate the introduction or developing ideas throughout the text. From my experience with annotation and sectioning, I found that using both of these methods helped me in understanding and evaluating information in the text book. Last, after reading the text, it can help to summarize the material, create questions about the text and attempt to answer the questions, and then put the text into a graphic layout. For me, I mostly used the summary and graphic layout tactics; summarizing allowed me to get a better understanding of readings as a whole and putting this information into “clusters” helped in visually seeing the relationships between ideas. Overall, using these reading strategies allowed me to organize my ideas for the writing process. 

 

As for the function and form of an essay, an essay includes an introduction, a body, and a conclusion which is all set out to prove a controlling idea or thesis. The purpose of the introduction is to introduce the thesis. The body of the essay is for providing support in proving the thesis. The conclusion of the essay can summarize the essay, but its main purpose is to leave the reader with some thoughts of why the essay is of value.  

To further explain paragraphs on a deeper level, I learned that paragraphs should be organized by point, information, and then explanation. The point tells the reader generally what the paragraph is going to be about. The information provided is used as support and can include “experience, examples, analogies, statistics, or quotations”. Explanation is about tying the information in the paragraph to the point or to the thesis. Another helpful strategy in developing paragraphs is the “Dependent Sentence Strategy” which involves further explaining an idea in depth in a sequence of sentences. The last thing I learned to consider in writing paragraphs is to “introduce” a quotation by “incorporating” it in a sentence and then “interpreting” the quotation with analysis. This strategy is also known as I3. After considering all of these strategies, when it comes to the writing process, it can be helpful to create an outline with the thesis stated at the top with several “PIEs” written on the left side of the paper to add point sentences, quotations, and summarized explanations to. I also found it useful to write the acronyms for DSS and I3 on the outline to act as a constant reminder. For me, organization of concepts like the ones stated above has proven to be essential during the writing process. 

Last, throughout the semester, I learned about “sentence level improvement” which involves subordination, sentence focus, and appositives. Common subordinators include: as if, although, after, and since; adjective clauses include where, which, while, and whom. In using common subordinators, I learned how to rearrange and combine two sentences into one sentence with the correct punctuation. I also learned that this process of rearranging can change the meaning of the sentence. In sentence focus, I learned that the use of concrete subjects, avoiding passive verbs, and making the “subject” the subject of a sentence can truly improve the strength in a sentence which overall makes an essay stronger; I truly saw this during the editing process on my Ad essay. Last, I learned that a noun phrase appositive is an adjectival phrase that “serves to describe a noun in further detail” with the use of a comma, dash, or colon. During the exercises, I learned how to identify NPAs and then use them in combining sentences. Overall, understanding and utilizing “sentence level improvement” can play a huge role in strengthening your work while writing a paper.        

    

After learning all of this useful information, it raises the question of how I will use this knowledge after this class is done. As for writing, right after I turn in this final essay, I have to begin writing an essay on why I should be accepted into a radiology program; this is why writing is so important. Only about 22 students are accepted each year at this particular school and if it comes down to a tie, the deciding factor on who gets in comes down to the written essays. Although I am very nervous about this, I do feel much more comfortable since I have had a lot of practice writing many essays with some guidance from my instructor and student peer responses this semester. Moreover, once I finish my radiology program, I will I need to utilize my writing skills for resumes, writing science reports, and so on. As for my new perspectives on today’s corporate-driven culture, I truly feel I will be able to do a better job at being aware of the messages in the media and how to manage them. More importantly, I believe my newly adopted ways of living will help me in maintaining a full, happy, and authentic way of life. Who would have thought I would have gained this kind of insight from English 1A in addition to reading and writing skills?   

Culture Jam: Kalle Lasn’s mission in snapping America out of its mass-cultural trance

 

In Kalle Lasn’s book, Culture Jam, Lasn explains how America has become a valuable money-making brand that has been underhandedly affecting people’s behavior and the way they think. With that said, Lasn and his fellow culture jammers want to halt the corrupted ways of advertising in American branding. In doing this, Lasn dismantles advertisements and exposes corporate agendas and how advertisers often use fear to convince consumers that they need their products. To counter these advertising influences, Lasn shows consumers how to see brands for what they really are by taking the cool out of marketed products, icons, and trends. In addition, Lasn also stresses that we are a culture who spends an unhealthy amount of time watching television that has resulted in the corrosion of our psyche into a trance-like state. Lasn not only brings our attention to these alarming issues in our culture, he provides many ways on how consumers’ can break the trance and take back their lives. And in my opinion, this is exactly what people need from Lasn, a “jolt” of awareness; a new perspective on how to maintain well-being and authenticity while living in a corporate-driven environment. 

One of the first issues Lasn argues is how corporations are messing with our minds. According to Lasn, advertising works in the same way brain washing does. In a study conducted by Dr. Cameron in Montreal, “the idea of the CIA-sponsored depatterning experiments was to outfit conscious, unconscious or semiconscious subjects with headphones, and flood their brains with thousands of repetitive driving messages that would alter their behavior over time” (CJ 19). As a result, many of the “guinea pigs” who willingly participated in these experiments suffered some major mental problems, which in turn affected their behavior. The connection Lasn is making is that we voluntarily act as guinea pigs every day by watching ads on TV, seeing brands worn or placed in movies, by browsing our favorite magazines or newspapers. All of these things are embedded with depatterning repetitive messages that have the intent of altering our behavior; to persuade us into buying products. And to be honest, with the connecting information Lasn has laid on the table, the evidence alarmingly supports his claim. Like Lasn has expressed, we need to be aware of how advertising works so we can resist becoming depatterned into something we are not.

The next thing Lasn contends is the corruption occurring in corporate advertising. For this, Lasn uses past cigarette company advertisements as the base of his argument. According to Lasn, cigarette ads were telling the public that “cigarettes were safe and the right to smoke superseded the right to breathe clean air” (CJ 13). Lasn explains how this was a flat out lie, cigarette corporations knew cigarettes were killing people and they just did not care. All they cared about was making their profit, even if it was at the expense of a person’s life or suffering. Furthermore, Lasn then makes the point that their ads were even were targeting children with cartoon characters like “Camel Joe” because they knew the younger a person picks up the smoking habit, the greater the chance the person has at becoming a lifer. And again, in my opinion, Lasn successfully proves his argument. He has clearly shows that corporations do not care about the well-being of others; they only care about making money. His point about cigarette companies targeting children reminded me of when they were selling “Lucky Strike” candy cigarettes. Now thinking about it, it is eye-opening to realize that on top of being liars, corporations can be appallingly, morally corrupt. Lasn displays a perfect example of why it is so important for people to be aware of corrupt advertising; it is for their own well-being.     

Another issue Lasn states is that people are slowly being instilled with insecurities by the media. According to Lasn, he explains how “healthy women are sometimes led by women’s magazines to believe they suffer from such “afflictions” as “violin deformity” or “batwing disorder” – and feel compelled to go under the knife to remedy them” (CJ 75). In fact, according to Lasn, some models have gone to the extreme of having their lower ribs removed to give the appearance of a smaller waist line and these are the people who are displayed in our magazines as role models. The most compelling part of his argument, in my opinion, belongs to his “Obsession Fetish” campaign. The content of the campaign questions why nine out ten women feel unhappy about some part of their body, while a woman sitting in front of a toilet throws up; it ends with the message “the beauty industry is the beast” (CJ 177). The reason Lasn’s argument is so compelling is because his evidence can be seen every day. I can’t count how many stories I have watched or read on the pressures the beauty industries have put on women. In fact, it is because of these pressures that women advocates like Super Model and talk show host Tyra Banks have publicly told magazines and paparazzi to kiss her fat “bleep” after they publicly ridiculed her weight-gain while she was doing a swim photo shoot. Lasn is right, women and men need a “jolt” of reality; they need to learn how to take pride in their individuality, make their health top priority, and buck the “ideal” image of beauty portrayed in the media.          

The next thing Lasn stresses is the importance of taking the “cool” out of marketing, he calls this strategy demarketing. According to Lasn, “demarketing is about uncooling our consumer culture, reclaiming the real, recovering some of what has been lost since consumerism became the First World’s new religion” (CJ 167). He says one of the first steps is uncooling consumption by adjusting your perception to life which consists of living everyday with the objective to live to the fullest with the least amount of consumption. For example, he says it is cooler to ride a bicycle instead of driving around in a BMW or to wear a plain shirt instead of a $125 name brand golf shirt. He also says you could uncool fast food or mega markets by buying food from your local farmers market because it is cooler supporting your community than corporate food chains. Lasn’s logic in supporting the importance of demarketing speaks for itself. A person doesn’t need the most expensive designer shirt to insure a fun day of golf. More importantly, this new outlook on life will not only loosen advertiser’s influential grip on us, with Lasn’s help, we can learn how to truly live in the process.

The next issue Lasn emphasizes is the value in maintaining mental well-being and authenticity. Lasn stresses his concerns on how corporate mental pollution is corroding our minds, turning us into drones. He says, “real living had been replaced by prepackaged experiences and media-created events: the spectacle had “kidnapped” our real lives, co-opting whatever authenticity we once had” (CJ 101). Lasn contends that after watching the same images and hearing the same messages over and over, we might begin to believe that the spectacle projected in the media is how real life is or should be. And in this process, we lose our authenticity. In order to stay true to ourselves, Lasn believes we must maintain our “mindscape” by allowing ourselves some peace and quiet by turning off the TV or taking a break from our laptops. Lasn says it may feel like a shock to your body not having that constant stimulation, but sometimes that is just what the body needs; a time to keep the noise out so you can find your true self. Although Lasn doesn’t use scientific evidence to support his theories on mental wellness and authenticity, he provides a sufficient amount of logical information that to me, just makes sense. By giving yourself a mental break from the media, you are ultimately taking care of you.

 

Finally, one of the last things Lasn encourages is a way to break out of the “mass-cultural trance”, take back your life, and possibly adopt a new way of living. The first tactic is called derive and it was first introduced by the Dadaists. According to Lasn, derive is living like a drifter, “open to whatever you come in contact with, thus exposing yourself to the whole spectrum of feelings you encounter by chance in everyday life” (CJ 102-103). In this journey, Lasn says you are to discover the things you love and hate, as well as critique all the ideas of happiness along the way. The next tactic Lasn introduces for breaking the trance is called detournement, which involves challenging or overturning the meanings of images or of your surroundings. Again, Lasn says that you would be constantly questioning things as oppose to passively accepting traditional meanings into your mind. Detournement is allowing yourself to have different perspectives virtually about everything you come in contact with, of course during your deriviste.  In my opinion, these two tactics will work great for people in maintaining their authenticity because they will be going through life with an open-mind while at the same time, constantly evaluating everything. For me, I am thoroughly convinced that this “new way of living” Lasn has presented throughout his book will not only do what Lasn argues it will do, it will prove to be a revitalizing learning experience.      

Reflection

What I learned while writing this essay was how pulling all the information together from Lasn’s book really helped me in understanding all of his ideas as a whole. And in this process, I realized that many of my views about today’s Culture have changed along the way. I truly had a lot of fun responding to Lasn’s beliefs and objectives.    

As for the technical sides of writing, I feel strongly that I have picked up some great writing skills that will help me succeed in many aspects of life. For example, I have to write an essay on why I should be accepted into a radiology program in case acceptance into this program comes down to a tie. It feels good to know that I have some new skills that will help me in putting together a strong essay. Thanks Brian for all your help this semester!

Victoria’s Secret = Women Empowerment

I can remember the thoughts that were stirred within me when I first viewed my newly arrived Victoria’s Secret 2012 Resort catalog. Instantly, I imagined myself at that tropical secluded beachfront resort, wearing that colorful cover-up, while exuding confidence as I enjoyed my relaxing vacation. In Jib Fowles “Advertising’s Fifteen Basic Appeals,” he explains that “an advertisement communicates by making use of a specially selected image which is designed to stimulate sub-rational impulses and desires “(CC 73). At that time, I had been so impacted with work that I had been refraining from planning a warm getaway or primp myself up to boost my confidence a little; I wanted to feel how the model on the ad was being portrayed. And what Victoria’s Secret’s 2012 resort ad is predominantly selling women is the empowerment to exude or feel confident, sexy, beautiful, and independent; which is what most women want. 

  

Because American women are often very busy throughout their day, it can be quite the challenge in getting a woman’s brief attention, let alone for an advertisement. As Jib Fowles explains, the first goal for advertisers is “to tug at our psychological shirt sleeves and slow us down long enough for a word or two about whatever is being sold” (CC 72). The Victoria’s Secret 2012 Resort catalog reflects this tactic very well. For example, the first element that attracts attention is the exceptionally beautiful model dressed in eye catching exotic colors. Once this image snags your attention, you’re more inclined to take a closer look at the ad and read the context that says, “free SHIPPING, WHAT’S WOW NOW, or CHRISTMAS DELIVERY GUARANTEED”.  After taking in all of this information, subliminal desires can begin to surface and the possibility of attaining these desires like confidence and sex appeal start to become a reality. Moreover, we can have all these desires before Christmas if we shop at Victoria’s Secret.  

First, Victoria’s Secret’s 2012 resort ad offers women the ability of turning some heads. In fact, according to Jib Fowles, “the clothing and cosmetic industries exist just to serve this need”, that is the “need for attention” (CC 81). And from my experience as a female consumer, this is true. When I’m out shopping for clothes, I often see celebrities like Lauren Conrad, Avril Lavigne, and Sofia Vergara with their own clothing lines. Sofia Vergara is known as the sexy Latina housewife on Modern Family and was also named “Sexiest Woman in Hollywood” by Shape magazine. The message overtly marketed in Sofia’s line says, “work what you got”, and clearly, Sofia’s got sex appeal. As for Victoria’s Secret, their models attract so much attention, they often become celebrities. Tyra Banks, Heidi Klum, and Rosie Huntington-Whitely are just to name a few. And why wouldn’t any girl want to attract attention like Rosie, who not only played the sexy leading role in the action movie Transformers 3, but is still a stunning Victoria’s Secret model? Additionally, according to foxnews.com, “the Victoria’s Secret Angels are widely regarded as having the best, most desirable bodies in the industry”, which also explains why their catalogs can bring in the sales. For example, in Victoria’s Secret’s 2012 resort ad, the model wearing the colorful cover-up is the epitome of beauty and perfection. Her facial expression appears to emit confidence while her body language is mildly seductive to anyone who views her. The ad suggests that the flattering eye catching cover-up is the driving force behind the models enhanced beauty and demeanor. It’s like the model is saying, “wear this and you too will be empowered with sex appeal and confidence”.

Victoria’s Secret’s advertisement also promises self-sufficiency. In advertising world, they call this the “need for autonomy” which focuses on “the independence and integrity of the individual” (Fowles 82). In the Victoria’s Secret 2012 resort ad, the model appears to feel independent and content on her exotic vacation alone; she shows no desire of needing male companionship. In fact, I have looked through the entire Victoria’s Secret catalog, and not one image suggests the need for connection with a man, despite the fact that Victoria’s Secret also sells men’s beauty products. Instead, the general theme of woman power is completely consistent throughout Victoria’s Secret’s advertisements.  On the other hand, this type of advertisement can also appeal in a negative way. For example, when I first viewed this ad, I felt a little bummed that I haven’t been able to treat myself to a little vacation with a few friends; I used to shop for beach getaways every year. But then again, maybe I just needed a small push to plan that retreat, maybe to Carmel. And if I buy Victoria’s Secret beachwear, I’ll be back in the game empowered with independence and self-content.

‘Getaway’ is written all over Victoria’s Secret’s 2012 resort catalog. As Jib Fowles explains, “Many advertisers like appealing to the need for escape because the sensation of pleasure often accompanies escape” (CC 82). Take Victoria’s Secret’s 2012 resort ad, as stated earlier, the model is standing in front of a tropical secluded beachfront resort. Additionally, the consumer also has a view of aqua-blue ocean and lush green forest, as well as the weather appearing warm and sunny. As a consumer, when I looked at this ad, I quickly envisioned myself wearing the vibrant cover-up, sunbathing on the beach, relaxing, getting massages, seeking adventure, and of course escaping everyday responsibilities such as deadlines, going to work, and social obligations. Basically, the advertisers tapped into my subconscious need for escape, but more importantly, they successfully connected me with their product. And the product, a colorful cover-up, promises to enhance my retreat experience by embodying me with beauty and confidence as reflected by the sun-kissed model.

As Jennifer L. Pozner says in, “You’re Soaking In It”, “The central message of advertising has to be that we are what we buy” (CC 106), which explains why advertisers are constantly infusing products with the promise of giving life to our innermost desires. Through MAC cosmetics, you can be an attention-grabber like Lady Gaga with one simple purchase of Viva Glam Gaga lipstick. You can personify a rock star if you wear Avril Lavigne’s clothing line. Victoria’s Secret’s swimwear cover-up promises women the ability to exude sex appeal, beauty, and confidence. But who are we kidding here? We need to stop and really take a look at what these ads are truly selling us, illusions. And without taking the time to read between the lines of advertising, consumers will continue to feed their desires aimlessly instead of stopping to realize that products like Victoria’s Secret’s cover-up, is no more than just an article of clothing.  

Reflection

For this essay, I learned that it is very challenging being creative while applying new concepts such as DSS while keeping in mind previous concepts. For me, writing an outline sheet including PIE with brainstorming ideas and quotes that I might want to use helped significantly. Once I finished my Ad essay, I remember thinking how difficult and messy this paper could have been if I didn’t apply these organizational tactics that I learned in the modules.

Once I received feedback from grading, which I tremendously appreciate, I could see where my paragraphs were more focused than others. Hopefully now, I will be able to recognize this in the future so I can continue improving my writing skills.     

How Technology Has Shaped Our Culture

I think it is safe to say that I am one of those students who typically multi-tasks using many technical devices during study sessions. It’s common for me to have my lap top open with the flash-drive plugged in, my iPhone nearby, and the printer ready to use while my text book is laid open. While all these devices have proven as huge benefits for me as a student, I have learned over-time that they also come with some drawbacks. But after weighing out the benefits and drawbacks, it is in my opinion that the benefits of new technology far exceeds the drawbacks and that the two can be managed by simply being aware of both of these aspects of technology.

In managing new technologies, one must be capable of recognizing when a technical device is affecting them negatively. According to Samuels, “Some critics of new communication technologies argue that cell phones, laptops, iPods, and the other devices we take with us throughout our day encourage a high level of multitasking and prevent us from concentrating on any single activity” (CC p 361). And from my own personal experience, I think the critics are right. For instance, I have always turned off my phone when I have attended on-campus lectures because I don’t like being interrupted while I am trying to listen to my professor. However, I noticed that I wasn’t turning off my phone for my online classes while I viewed the modules, which is like attending an on-campus lecture. Ultimately, my phone was continuously interrupting me which was keeping me from learning the class material efficiently. But because I recognized this negative effect early, I adjusted by changing my phone to silent until I was done studying which helped me tremendously; I managed my device effectively.

 

Although I was able to notice how technology was poorly affecting my life, some people aren’t aware until it’s a huge problem. For example, in Kalle Lasn’s Post Human, he shared the story of a lady who became addicted to participating in chat groups. “She grew so accustomed to typing her thoughts that her verbal skills suffered (Lasn, p 43)”. In addition to that, her neighbor said she also began to show signs of poor hygiene (Lasn, p 43). This is a pretty extreme case, but it just shows how a technological advance can seriously become harmful to someone if they don’t pay attention to how it is affecting them. In this case, it would be wise for her to only allot a certain amount of time to the chat group or not participate at all.     

 

With that said, we know technological advances can have harsh consequences, however, we can’t ignore the positive possibilities it offers our culture. According to Postman, “There can be no disputing that the computer has increased the power of large-scale organizations like the armed forces or airline companies or banks or tax-collecting agencies (CC p 368)”. I also know this is true from experience. I used to work at RCBS as a production coordinator; I was responsible for scheduling production as well as anticipating orders. During this time, we were in transition of changing our scheduling computer system from the old “BOB” system to the “System21”. Once we launched the System21, the manufacturing and accounting departments closely monitored it to ensure it was running properly. As a result, the System21 was a better fit for RCBS’s migrating sales and it played a partial role in the company having two consecutive years in record breaking profits. This is a perfect example of a business taking a chance on new technology with caution and it ended up paying off big.

Overall, I believe that it’s important to welcome new technology, but welcome it with a close eye.  Postman also agreed with this concept. He said, “The stakes are high when a new technology is introduced into a culture, and it is important that we think critically about technology if we are to live well with it” (p 363). And that is the thing; we can live well with technology. All things in life come with risks, but we can’t be afraid to live life or embrace the things life has to offer. Instead, I strongly encourage our culture to take a chance on new technologies because from my experience, the rewards have always outweighed the consequences when paired with a little self-supervision.

Reflection

In this essay, I learned that with a little focus on the writing directions in the modules and applying the  feed back I have received from you, I can improve my writings skills. For example, I am noticing the more I go back to review things like PIE, the 3 I's, and your feedback, I'm beginning to remember these things as I write which helps me tremendously while I'm trying to learn new concepts like synthesizing. And all this is building my self-confidence as a writer, because I feel like I'm finally starting to get the hang of it.

So for the next essay, I'm going to do the same thing; do my best to implement previous things that I have learned with the new upcoming concepts. And if I am unclear about anything, I'll ask questions to inure that I continue to stay on the right track.