28 / 10 /13
OUGD501 / DESIGN CONTEXT.IDENTITY.
SEMINAR 3.
IDENTITY AND 'THE OTHER'
IN VISUAL REPRESENTATION.
- Creation of Identities
- Concepts of 'Otherness'
- Analysis of visual example
Identity - who we are and how others perceive us.
WHAT FACTORS MAKE YOU, YOU?
- Morals and how you live and make choices through these.
- Peer groups / Friendships
- Peer groups / People you don't get along with or disagree with.
- Educational / What you feel is possible for you achieve / How it is projected on to you.
- Family and you upbringing / what you are brought up doing or believing.
- Family / regarding what social class and wealth you are born into and are subject to.
- Nationality / Regional / Environment.
- Diet / what quality of food you decide to by / Dependant on brand / how this looks to other
- Diet / can effect you physical appearance / Weight / Skin / Health.
- Era you were born into / What is acceptable to us now may not be to a latter era.
- Marital status / Widowed / Divorced / Married / Single
- Appearance / how you decide to dress / Religion and beliefs.
- How you decide to spend money you earn.
HOW DO WE EXPRESS OUT IDENTITIES
INDIVIDUAL SUBJECTIVITIES.
- Social Media.
- How you choose to dress / present your self / Or not / Ornamentation
Particularly in urban environments.
- What music you decide to listen to / this can effect the way you present yourself.
- Brands you decide to wear or prefer to buy / Possessions
- Your hobbies and interests.
- Attitude / How you treat others / Mannerisms / The way you speak / Accent
ARE SUBJECTIVITY IS GIVEN TO US THROUGH ARE POSITION IN SOCIETY, HOW WE CHOOSE TO EXPRESS OUR SELVES
WE ARE WHAT SOCIETY THINKS WE ARE.
Its not enough to describe our identities through simply how we decide to express our selves. Each factor that creates your identity are all altered and defined by many other things in your life.
- JACQUES LACAN / 'otherness' / seen as central to our ideas of identity.
When you are born, you don't understand or comprehension that you are separate from your mother. You are symbiotically linked. There in no conception of yourself.
'The mirror stage' is said to occur around the age of 6 and 18 months. A metaphor suggested is of a baby seeing its self in a mirror and seeing its self for the first time as an actual thing. this is the first time you get the feeling of being an individual. Giving out signal to which things around you react such as crying.
OUR IDENTITIES ARE FORMED THROUGH THE PERCEPTION OF OTHERS.
We are always yearning for this phycological sense that we got in that 6 to 18 month period as young children, of who we are and what we can do to make a change in the world and effect the environment around us.
PROBLEMS:
- Relies in the assumption of opposition and radical than others.
- We measure are selves against what we are not.
- We take limited reading from others to make reaffirmed visions of ourselves.
For example:
Brands, if you buy an expensive brand it is not only to join the up market consumers, it is also to show to perhaps the lower classes in society that you are not one of them.
Speaking properly gives off the sense that you are higher educated than others and singling yourself out as better than people that might not speak quite as well as this. This gives you a greater sense of self worth as you push away from others.
Shoring up unstable identities through the illusion of unity.
'WE ARE SOMETHING BECAUSE WE ARE NOT THE OTHER THING'
SYUDY TASK 3.
Analyse one image from the western audience (adverts newspaper image, popular music press) For the audience of that image what do the images promise you, gaining an identity
In today’s
society, having a celebrity identity is a desired thing in itself. Even having
an association with a well-known individual is something to desired as if gives
you a of being high up the social ladder. The popular culture market is big
business and gathers millions each year from the general public.
Regarding this
particular advertisement, it is a promotion for a perfume, endorsed by a
popular pop singer. The target audience for this advertisement is your girls
and women. The fact that the products name ‘The Key’ has been enlarged to gain
the first glance, and is also paired with the oversized image of the very
recognizable singer, it entices the younger audience in to believing that the
‘key’ to Justin Biebers heart is somehow present in this fragrance. Due to this
suggestion, buyers interpret that by purchasing the fragrance give them that association
with this celebrity, which intern leads them to look down on those who do not
from a supposedly higher position on the social ladder.
The accompanying
image in the background shows a slim girl laid in a somewhat seductive manner
that suggests she is sexually available and may have already shared an intimate
moment with the singer because she has ‘the key’ around here neck. Having this
fragrance in away makes the audience embody this female with in their own
identity figure again implying that they have a relationship with Bieber as
they have the product and others don’t, even if it in simply through a bottled
scent through which he is exploiting his fans to gain profit from sales.
The fact that a
male celebrity is launching a fragrance that is for women also gives off the
feel of an offering and that he is giving you this ‘key’ for the product price.
This gives a sense to the consumer, they have been given this by the idol himself,
which again leads to a inner feeling of importance over others and helping to
secure an identity of celebrity association.
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