Blog Post 3- Radio

The advertisement industry in part helped shape American radio to focus on economic interests.The advertisement industries focused on product placement to finiance their broadcastings. Advertisers saw that the radio was, "direct access to the home." The advertiser's also realized that the entertainment programs, as opposed to the news programs, attracted more listeners and would provide a larger audience for their products.

This concept of plugging advertisements into entertainment programs had no objections in the 1920s because of the enthusiasum over this new medium. "Advertisers saw a way to help create and then reach a mass consumer public, turning people first and foremost into consumers by promoting their goods on the airwaves. This changed how Americans thought about money, careers, credit, even where they wanted to live: country, small town, or city" (Hilmes, 1997). Advertisers placing economic interests above everything else, and having no objections by the public, allowed for this form of commercial advertising-based model to expand and grow. Listeners became accustomed to hearing ads in their programs of products such as Coca-Cola and Camel Cigarettes.

http://www.oldtimeradiofans.com/old_radio_commercials/Camel_Cigarettes.php
This is a link for an old Camel Cigarette commercial that was broadcasted on the radio in the 1920s.

http://indymotorspeedway.com/cigs/1920s.html

Blog Post 2-Social Learning

I think the concept of social learning helps me understand the impact of these images of masculinity through the media.
Social learning is when "users model or imitate attitudes and behavior observed in the media" (Monday's lecture). The media is a large part of society and a large influence on the accepted norms of society. The media is supplying audiences with this image of masculinity as physically tough, strong, independent, and violent men. With this image being the "norm" for all men, this results in men believing that is the exact image they should strive for in life. Through social learning and peer acceptance, men will always have an image of this "tough guy" they will strive to be, even if it is against their natural instincts.

In "Tough Guise" he speaks about how men are portrayed as overly masculine and how it is harder for men of color because there are fewer images of diversity among men of color. He speaks about how usually Hispanic males are portrayed as boxers, criminals or tough guys in the barrio. This media promotion of Hispanic men perpetuates the idea that all Hispanic men are either boxers, criminals or tough guys in the barrio. With this constant image being shown in the media, it gives Hispanic males aspirations of only becoming what is expected. With the fulfillment of these images it completes the theory of social learning as having a large impact on society.

Tough Guise Link:
http://www.youtube.com/watch?v=3exzMPT4nGI

1st Blog Assignment-Hegemony

I think the concept of hegemony helps me understand these two advertisements for Hamburger Helper clearer. It shows that Gramsci's theory was accurate when he said, "The mass media uniquely, 'introduce elements into individual consciousness that would not otherwise appear there, but will not be rejected by consciousness because they are so commonly shared in the cultural community." This advertisement reinforces the idea of "normal" in the public's consciousness while placing their product as a way of accomplishing "normal".
In the first commercial for Hamburger Helper, the setting is several middle class type, workers leaving the office to go home. The product is explained as "being so easy your boss could do it" as a way of showing the consumer how little skill is needed to make their product. The mixture of races including African American, Asian, and Caucasian helps define the group of consumers they are targeting as middle class. In the second advertisement we see an African American family, where the mother is characterized as being at home watching the children, working long hours and then in the kitchen making dinner when the father comes home. This advertisement concentrates on the family unit and shows through both commercials what a "normal" American family does every day.

First Commercial http://www.youtube.com/watch?v=8Ts5cYET6Ds&NR=1
Second Commercial http://www.youtube.com/watch?v=w7LRJx1pOLc&NR=1