If you have never heard of "The Pied Piper of Hamelin", or if you don't remember the folk tale well. Allow me to give you a short version, of an unusual disaster that happened in Hamelin, Germany in the year of1284. The small town of Hamlin was suffering a rat infestation. A rat-catcher was promised a schilling for each head of a rat. The pied dressed rat-catcher picked up a pipe, began to play, and baited the rats out of town and into a river were they drowned. The town did not pay the rat-cathcer, because the rat heads were under water. The rat-catcher returned several weeks later to lure the children out of the town and into a sealed cave, by playing his pipe. The children never returned.
We fast forward from the year 1284, to the year 2006, and we find that this tragic tale continues to be present in our society. The difference in today's story of the pied piper is that the pied giant which stands towering over the city has become the big name brand corporations of our society. The pipe used by the giant, is now represented by advertisement and target marketing practices. Finally, the song that is played to lure children, youth, and adults in the present day society, is to the tune of pop culture. Since we follow the tune of pop culture, we have been trapped and sealed in a cave in which we are told what to buy, eat, hear, dress like and live in order to be socially accepted. Many individuals in our society have been able to break the hypnotic pop culture tune by taking control of their freedom to choose. Yet many others remain sealed, and they begin to develop socially ill perception of society.
We fast forward from the year 1284, to the year 2006, and we find that this tragic tale continues to be present in our society. The difference in today's story of the pied piper is that the pied giant which stands towering over the city has become the big name brand corporations of our society. The pipe used by the giant, is now represented by advertisement and target marketing practices. Finally, the song that is played to lure children, youth, and adults in the present day society, is to the tune of pop culture. Since we follow the tune of pop culture, we have been trapped and sealed in a cave in which we are told what to buy, eat, hear, dress like and live in order to be socially accepted. Many individuals in our society have been able to break the hypnotic pop culture tune by taking control of their freedom to choose. Yet many others remain sealed, and they begin to develop socially ill perception of society.
Music is a form of release for many youth. It is a way to express who they are, or they listen to music to feel understood. Few inner_city individuals have become rap stars, and through their music, they have been able to transcend their would-be tragic lives, into a pop success. Rap stars today create their own record label, which allows them to have full control of their content. The problem with these self made individuals is that they follow the big corporation's format on promoting their product. As you can see on the right, photos of 50 cents (a current popular rap star) that can be found within the CD covers. These photos glorify the gangster mentality and too frequently low-income inner-city youth perceive the images to be a reality of life. Because these images are consistently being advertised to the youth of our society through television, radio, magazines, and the peer pressure of their friends to know who these youth icons are, they become persuaded to act like a rap stars character. Some youth are persuaded to the extreme that they begin to live the life of a gangster by committing crimes that these rap stars talk about in their music. These youth them become negative role models of society, and the only accountability the rap stars have in part for persuading the young individuals to act out as criminals of society (and they do persuade; why else would these rap stars spend millions of dollars on advertising their hard core image) is a 1/4" X 1/2" sign that state "Parental Advisory Explicit content."
Another of our society's social ills caused by big corporations advertisements is our addiction with alcohol. Alcohol industries continually bombard us with advertisements on their products. Research studies have shown that the marketing skill used by alcohol industries do persuade individuals to consume alcohol. It is why in 2003, alcohol industries spent 1.6 billion dollars in advertising space. I believe that all responsible drinkers at some point become addicted to alcohol. Many are able to get help or gain control of their lives before it becomes too late. But for the members of our society whose lives are ruined by their addiction to alcohol, alcohol corporations share no personal responsibilities in the tragic lives of these individuals that cannot get over their addiction. A mere message that states "Drink Responsibly" or "Drink in Moderation" is not going to detour an individual that has been persuaded to drink. What is worse is that these same alcohol industries that say they do not persuade people to drink, advertise without any warning of their products, within bars. Of all places that actually need responsible business practices, the local bar. Where most individuals addicted to alcohol tend to spend their time. For example, the picture above on the left that I got at a local bar. Do you think it detours drinking alcohol or does it promote drinking alcohol? How about the picture below showing the inside of the same bar, what beer do you think is preferred at this bar?
14 comments:
I have a few problems with how all of this is phrased but I generally agree with the idea that Capitalism has no humanistic controls.
1. Music is only a small factor in the life of a teenager. I listened to scary metal and punk when I was a teenager and I didn't start killing people with axes or shooting people at my white-bread private high school. The statement made that cultural artifact (video games, music, movies) are destroying the lives of our youth is just a bit extreme. What can be said is that each of these entertainment triggers and life triggers if all aligned a certain way may influence a teenager but it is very transient and variable.
2. The idea that everyone who drinks alcohol is an alcoholic at one time or another could be applied to sugar, caffeine, and any other addictive substance and it won't be true all the time. There are plenty of people who can drink every once and a while and not have any damage to themselves or their social life. But yes the dangers of alcohol are greatly reduced since the market won't allow its users to be informed and consumers at the same time. It is interesting to look at what addictive substances the state will in effect subsidize and which ones they make illegal and ruin people's lives over. (it is usually based on whether they can make a profit off of it).
Also, you are referring to a specific genre of rap (gangsta rap) since there are plenty of rap artists out there that are not about the gangta element of hip hop culture (something that was actually added on later as a market additive) Immortal Technique comes to mind as a good political rap artist.
-PopThor
When we were children we were all brought up different ways and because of this we all listened to different music and drank different substances. I believe that yes, popular culture has an effect on the way one interacts with society, but it does not determine how one interacts. People have different pasts and I believe that they try to relate to those in different ways, one being music. But you are right on seeing these images too much. It is taking control of our world.
popamber
I also think it's interesting that a lot of Rap stars spend so much time, energy, and money on promoting a hard core thug lifestyle however when they do make enough money they move as far away from that environment as they can. However I do think that some Rap stars have to cater to that image to make it in the business and then can become who they really are or who they are more comfortable being. Examples of this could be Ice Cube who sang Fuck the Police and was in NWA and now stars in kids movies like Are We There Yet?
popalexandra
i agree we do live in a capitalistic run society, but that is not a bad thing. rappers do waste their money on "bling" but think about the luxurious life they have. what would you buy? i am sure we have all bought things we didn't need.
POP CHRISTOPHER
I do agree that capitalism does affect all aspects of our society, including popular culture and individual choice, but I have several problems with the information you have here.
To begin with, I think the statement "Since we follow the tune of pop culture, we have been trapped and sealed in a cave in which we are told what to buy, eat, hear, dress like and live in order to be socially accepted" takes away all agency from individuals. Although I do agree that I have been shaped by capitalism and popular culture, I would hate to think that I have absolutely no agency and am trapped and sealed in some cave. If that is the case, then there is no way that social change can ever come about.
I agree that rap music, specifically gangsta rap does have some influence on teenagers and the behavior they think is socially acceptable and what will allow them to fit in. However, I feel that you could have used this information to show how change can be brought about. If these rap artists have their own labels, how can they use these labels to transform the image and culture associated with rappers? How can they use their own labels to challenge the practices of the large corporations? I think it is easy to get lost on the negative side of capitalism, instead of focusing on how individuals, like rap artists, can use the existing structure of capitalism to bring about change.
In regards to the alcohol section of your post, alcohol has always had a large presence in society before advertising was so powerful. People tend to demonize alcohol companies for their lack of responsibility, but fail to go after companies that promote products like caffeine and anti-depressants. Is becoming dependent upon alcohol any worse than becoming dependent upon caffeine or anti-depressants? I don't really think it is the substance that is important, but I think what is important is how many people in our society become dependant upon some kind of substance or behavior in their life. By saying that some dependencies are worse than others only serves to reinforce the divide between high and low culture because usually the dependencies that are not demonized are those that the "elite" members of society use.
i agree with Joy mostly on the comment aobut alcohol. I think another important factor the alcohol industry plays on is the fact that they try to convince youth who aren't quite 21 which alcohol they should buy when they do become 21. And by putting alcohol on beaches or in stylish cars, they are encouraging people to buy their product through pschological and prestige pricing. This means that their product must be good enough to be in this hot rod, so it must be good enough for you to drink. Yes we live in a capitalist society, but i dont think it's all that bad. Sure there are some flaws, but with how many pople there are in this world it's hard to think there'd be an alternative.
PopTony
Other than the concept that people follow corporate advertising like the rats of Hamlin (to their death?) I'm not sure what you're saying. Maybe you could go more indepth with what exactly it is that beer companies are seeling you and how that "product" permeates other aspects of our society. Capitalism is more than lemming-like consumption and although I think you're making a good point, I think you're just scratching the surface.
PopCaitlin
I think there is a definite correlation between pop culture and advertising in relation to alcohol consumption and rap. But without the combination of advertising rap as well as other musical genres would not sell as well. Advertising is designed to glorify the artist and attract a certain cliental. But you do have the point of the fact that advertising has attracted people for the wrong reasons like the glorification of violence, drugs and alcohol. With out the role of capitalism the products would not sell to the same magnitude. Alcohol is the same way, I think it is really interesting that you choose Budweiser because of the connection to Sea World and the way that capitalism spreads to a amusement park designed for children to learn while the parents can enjoy free tours of the brewing process.
Calley Pop Culture
I really like the part where you talk about how advertising companies have no responsibility for the way their products can affect people. All advertisers do is reap profits by selling a personal relationship between the product and consumer, while not allowing the customer to have a personal relationship to the advertiser. By this I mean, take alcohol as you said, some people espeiclaly college students become so attched to their brands of alcohol for me at least i know i defend "natural Ice" beer because I love it. It is the cheapest beer a person can buy, and i defend it to my paretns who think it is trashy, and to my sister who thinks it will make you go blind if you drink enough. I talk it up like it is my best friend (effective advertising as cheap and for the college student). However if I were to suffer from alcoholism and this natural ice beer were to be the begginging of a downward spiral the company has absolutely NO responsibility simply because the box says "drink responsibly". This is bullshit they do the federal minimum to ensure no lawsuits while still encouraging people to cosnsume their products wildly. Why is the "drink responsibly" the tiniest written words on the box?
This goes with my thoughts on the video games, that they are taken too seriously by some people who do not consider the actual consequences when they "live by" the music lyrics or video games. I think that both of these types of media, along with other ones have a major impact on the lives of teenagers and I for one do not feel that it is a positive one either.
Kids who listen to rap and take it to heart, try to live the "thug" lifestyle and many times end up ruining their lives, because they are trying to hold up this bad ass image that they have of themselves. Like fashion, music helps to shape who we are and define how we identify ourselves and by what. Same goes for video games and television. What we listen to, what we wear and the things we watch are all components of what makes up our identity and is what places us in these social categories that society has created.
-popcaroline
I think you have some valid points but I would like to see the ideas fleshed out with the theories we have gone over in Popular Culture a little more. You have your examples of how you think popular culture and specifically corporate interests are detrimental to people in vulnerable positions (inner-city teenagers being one prime example) but I would like to see you work through the specific agency that is lent to these individuals who are consuming these products. A little field research regarding this would have been helpful in lending some statistical quantification to your analysis.
=PopErin
The connection between the Pied Piper and the Advertising Industry seems like a bit of a stretch but it cretainly drew me into reading the rest of your blog.So, going along for the ride,i have to admit im a bit tired of advertisments getting all the credit for people's consumption. Yes, i find it to be ridiculous that budweiser actually expects people to drink their crappy beer for five days as part of a taste-test challenge just as much as i find it disheartening to hear adversiments in someone's music when there are more profound messeges to be spreading. But, i think a more interesting approach to this topic is who these advertisements are appealing to and why. I would like to see how different products are marketed and where creativity is more of an importance than "dumbing downn" for a certain type of audience. Are we responding to advertisements or are they respoding to us?
people are so quick to target advertising as the bad guy. advertisers are only taking what the see from society and using that in their ads. its a terrible cycle and we dont have the right to say that they are sucking us into something we havent asked for. they wouldnt make products that people arent going to buy. we start the trend and they just go with it.
I have to agree that I would like to see more about the processes by which such ideas are consumed. I do think we can all agree that capitalism and commodificaiton have major negative effects. But, how many times do we mount the critique before we also have to say more about the process and therefore have more information to do something about it. I don't think that people are ignorant or accept the negative effects of advertizing. I think that once the critique is made people essentially go back to their "real lives" that incorporate all that is problematic. So..I also want to know more about resistance and subversion of these processes. There are plenty of people who feel and point out their exploitation and link it to racism....so what are the alternatives? poppat
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