Magazine Cover Deconstruction Week #4 Esquire...

1. What do you think about this person based on the cover of the magazine? How does he look?  How does he make your feel?  Arnold looks wealthy, healthy and he reminds of "Uncle Sam" saying, "I want you"!  His expensive looking ring, fitted suit, straight white teeth, manicured nails and smile instill a sense of power.  His clothing color would be considered very patriotic. 

2 What is the main purpose of this magazine?  Esquire magazine targets an audience of men.  If men are known to read this magazine, then  Men's fashion, trends, political news, interviews, automobiles, women models and being in the spotlight are probably important.

3. Describe who you believe is the magazine's intended readership.  Men in politics, powerful business positions and men that are striving to attain position in society.

4. What lifestyles, values, points of view are represented or omitted?  Again, using Arnold, an icon to symbolize power.  Patriotic values, being well-dressed and groomed, the red, white and blue text representing a commitment to country.  The caption that states, "The Next Governor of California. Really."  By placing "really" as a separate statement, can be viewed as an act of confirmation.  

Magazine Cover Deconstruction Week #4 Muscle Fitness...

  1. What do you think about this person based on the cover of the magazine? How does he look?  How does he make your feel?    Muscle fitness magazine used Arnold as a cover picture due to the fact that he is thought of as the ultimate representation of fitness.  Arnold looks tan, fit, his glasses are stylish and expensive looking, hair is perfectly styled, he is wearing leather gloves to indicate hard work, and the scars on his face indicate that he has "participated in a battle to achieve power or strength" and survived!  Honestly, exercise is important to me, so it does motivate me to some degree to work harder and eat healthy.  Just being honest... However, I do understand the use of popular actors to influence readers or viewers to feel as if they need to look like the image to be successful.  The large font and colors scream out the word "power".

2 What is the main purpose of this magazine?  One purpose of this magazine is to promote Joe Weider's workout equipment, magazine, and the contents and articles are most likely plush with advertisements for supplements.  The cover also promotes quick fixes to physical fitness.  The magazine wants the reader to purchase the magazine based on wanting to read articles that promise a "quick remedy" to look like Arnold.

3. Describe who you believe is the magazine's intended readership.  I believe that this magazine is intended for middle to upper class men.  Men that have busy lifestyles and don't have the time to exercise to get results, so they want to hopefully read an article to make workouts fit in their schedule.

4. What lifestyles, values, points of view are represented or omitted?   A lifestyle of fitness, money, and popularity are emphasized.  The cover is demanding that readers value body size, and that if Arnold follows these fitness routines, then you should too if you want a muscular body.  Omitted?  Important facts about age, present physical condition, equipment needed,  and supplements used.  Did Arnold really use these specific techniques listed as part of his workout routine?  

Double Journal Entry #3

Quote:  "The basis of media literacy is that all messages are constructed, and when education begins with this
understanding of the social construction of knowledge the literacy process can expand critical inquiry into multiple forms of information and communication, including television programmes, Internet, advertising, artificial intelligence, biotechnology, and books. Carmen Luke (2000) wrote ‘‘unless educators take a lead in developing appropriate pedagogies for these new electronic media and forms of communication, corporate experts will be the ones to determine how people will learn, what they learn, and what constitutes literacy’’ (p. 71)."

Response:  This article captured an overall view of what is happening in today's classroom. Standardized testing has dominated professional learning conversations and professional development opportunities. Choices of professional development opportunities do not usually include: "How to teach Critical Media Skills to your Students"  Honestly, I think if this topic were to be offered, the response from some might be:  "Is it on the test?" This response is understandable due to the pressures and accountability of testing.  But, it is time for  innovative facilitators of learning to become aware of these much needed media skills and devise ways to place in their curriculum and participate in developing the pedagogy for the new electronic media and communication tools.   Using tools to become media literate, learning about the various forms of media, and interpreting the true messages of media was easily incorporated into my 5th grade writing curriculum.  How disconcerting that if teachers do not participate in the pedagogy development, then corporate experts will determine what constitutes literacy?

Kellner, D., & Share, J. (2005, September). Toward Critical Media Literacy: Core concepts, debates, organizations and policies.Taylor and Francis Journals, 26(3), 369-386. Retrieved September 7, 2011, from http://www.tandf.co.uk/journals/


Additional Resource:  I've attached a link to a "Student Workbook" that is full of ideas and cartoons for teaching media literacy.
Student Workbook

Worsnop, C. M. (n.d.). Media Literacy through Critical Thinking. N.p.: NW Center for Excellence in Media Literacy. Retrieved September 8, 2011, from http://depts.washington.edu/nwmedia/sections/nw_center/curriculum_docs/stud_combine.pdf

Old Spice will transport You to the Ocean? (Commercial Deconstruction)

Old Spice was originally owned by the Shulton Company and purchased by Proctor and Gamble in 1990.  Their advertising is centered around the nautical theme.  This particular commercial was part of a three day campaign by Proctor and Gamble to garner 6.7 million views in a 24 hour period and create a viral online video campaign that included the "star" of the commercial to blog and answer online questions.
I believe that the target audience for this commercial is lower to middle class, women and men (teens to adults), and any ethnicity. However, the message seems to indicate that the "ladies" should go out and buy the product for her man possibly indicating that the woman does the shopping.   The clean, spacious bathroom, water running for aesthetics, muscular, beautiful man, smiling to indicate happiness, that is demanding attention from women with a towel wrapped around his waist are part of the visual and audio tactics to appeal to the viewer.   The tropical scene, the ocean, the yacht, white-horse (most likely depicting a knight in shining armor) is used to create a sense of calmness and romanticism.  I believe that the hidden message is that if your significant other uses Old Spice, they will look like the model. (The Beautiful People tactic - Language of Persuasion)  An upper-middle to upper class lifestyle is presented through the use of clothing, the yacht, horse-back riding on a beach in a tropical area.  Also it is assumed that tickets (probably to a sporting event, will not be used and replaced with diamonds, if your man uses Old Spice.  The text, "Smell like a man, man" is suggesting that you will be a man if you use the product.  The only positive message that I can assume is one of practicing good hygiene.  The negative message is that people that use old spice will have a particular look, body style and economic status.  Also, that the viewer may feel that their "man" isn't good enough if he doesn't measure up to the old spice man.   This commercial may empower people that already use Old Spice, have a well honed body and can afford to buy Old Spice.  It may disempower people with poor self-body images, unable to afford Old Spice, and question their relationships.  The media maker's interests are served due to what some in society believe to be the acceptable way to "look", it will make them go out and buy the product and in some way feel as if they are "supporting" or making a connection with the model in the commercial. If you want more information about Proctor and Gamble or the history of Old Spice you can go the proctor and gamble website and read financial information, supporters, etc...

Old Spice Video Message

The Man Your Man Could Smell Like. (2010, February 5). In Youtube. Retrieved September 7, 2011, from http://www.youtube.com/watch?v=owGykVbfgUE&feature=youtube_gdata_player

Corporate Media Attack on the American Workforce?

Century Link

The tactic of branding has a pervasive influence on the American worker and consumer.  As we become more aware of critical media skills and strategies, we should be able to analyze and evaluate what corporate media attacks are being used to empty our wallets and raise the unemployment rate.  The Quest becomes CenturyLink commercial is presented in an appealing, everyone work together, raise your "status" format.  What is not shown in the commercial is the hidden message that merger or bigger doesn't mean better for the American worker.  The commercial does not mention the potential loss of 660 job positions within Quest, the overcharges for internet service, and the unavailability to rural customers.
Personally, I've had experience with merging companies advertising high speed connections, better rates, and reaching more customesr. But, for some reason they haven't seemed to reach my house! Since I reside in a rural area it is a constant struggle that comes with letter writing, phone calls, and being put on a waiting list.  Unfortunately, we have to accept the one offer available for internet service and pay the price.

Media's Effect on Politics/Related Resource/ A Seven Power Lens on 21st Century Literacy

This youtube video clip is a resource related to Double Journal Entry #2. (Seven Power Lens)

http://www.youtube.com/watch?v=rHdczToQS7k&feature=related

 

Media's Effect on Politics. (2009, July 29). youtube. Retrieved September 2, 2011, from www.youtube.com/watch?v=rHdczToQS7k&feature=related

Double Journal Entry #2 Monocular or "Eyepatch"? A Seven Power Lens on 21st Century Literacy

Quote:  "The tools of visual, media, and information literacy must be taught in school because they will
(or won’t) be used at home."
Reaction:   As a parent, the first experience of teaching my son to evaluate and analyze media manifested itself in the form of  television advertisements.  Watching the toy rockets zooming 100 feet in the air,  matchbox cars making triple loops around a plastic track, shoes that make you jump higher than anyone on your team... It took much practice and determination to make him realize that he needed to read the fine print, and that a particular company was trying to use persuasive tactics to get money.  Now, at age 16, he still needs to be reminded when getting "tweets", instant messages, "pushes from media sources" that he must verify that an event has actually occurred.
From the teacher perspective, we must be cognizant that our students are being saturated with media in various forms. They report to school with sensationalized stories and pictures that they believe to be true. We do our best to provide techniques and strategies to prove that these stories and pictures are valid.  It can be difficult to get this point across when they live in environments that accept the "news" as the gospel truth.  Critical media skills must be built into our curriculum and activities provided for students to practice these skills in the classroom.  Thus, teachers need to be informed and given the opportunities to learn effective strategies to implement.
Finally, are we going to be parents and educators that teach our children to use a "monocular" and bring visual, media, and information literacy up close and in focus?  Or, will we allow the "eyepatches" to stay in place and allow ourselves to accept forms of media as it is presented?

Abilock, Debbie // Multimedia Schools; Nov2003, Vol. 10 Issue 6, p30