Globalization

Globalization is the process of increasing connectivity and interdependence of the among nations’ markets, businesses and even societies. With the dramatic advance in technology, transportation and communication in recent decades, nations around the world are able to exchange their technologies, cultures and values. Globalization stimulates competitions, engenders better products, lower the prices in an economic prospective, yet it also generates cultural imperialism. Cultural imperialism, countries imposed their cultures (languages or values) on other nation, reflects imbalance in global power structure. Today, as a global economic and political power, the US is inevitably intruding into the cultures of other counties of the world. Through the media, US is spreading its values on human rights and political structures (democracy) to other nations. One of the media sources could be the profuse export films. Films are productions and reflections of a nation’s culture, society and values. Other nations are taking account on how their cultures will adapt and understand messages that are outside their own cultural framework.

Powerful Ad.

I consider this ad to be powerful and persuasive because it appeals to audiences’ safety and emotions. The primary appeal is the fear/safety. The strong images on the ad presented the serious consequences of not wearing a helmet to the readers. Fear appeals emphasize the negative consequences that can occur unless the audience changes a behavior or attitude. I found not only the image on the ad is powerful and formidable but also the copy is persuasive. The ad says: “Every year over 12000 people die on our roads and 30000are seriously injured, that means thousands of families left picking up the pieces families tortured by the loss of loved one.” It uses specific statistical data to support its argument which make it convincing and forceful. Furthermore, it appeals to our emotion because it describes the sadness of losing a loved one and destroying a family. This ad successfully exemplifies the fear/safety appeal.

Three Act Structure--Titanic

Titanic, film that we all familiar with, fits well in the 3 act structure that professor Ramirez-Berg thought in class on last Monday. The act I is the introduction which lasts about 30 minutes. The film starts with a treasure hunter Brock Lovett and his team searching for a necklace “Heart of Ocean” which belonged to Rose DeWitt Bukator. When she was asked about the necklace, Rose recalls her memories aboard the Titanic in 1912. Then film begins with the backgrounds and settings of the story. Rose boards the departing ship with the upper-class passengers and her mother and her fiancé, Caledon Cal Hockley. Meanwhile, a drifter and artist named Jack Dawson and his best friend win third-class tickets to the ship in a game. The plot point in Act I is when Jack rescues Rose who was truing to suicide. Cal is therefore obliged to invite Jack to dine at their first-class table where he suffers through the slights of his snobbish hosts. Then, he spirits Rose off to third class for an evening of dancing, giving her the time of her life. It’s also the time they start know about each other and develop a good friendship. Act II is the complication stage which lasts about 60 minutes. Rose and Jack fall in love with each other; however, Cal and Ruth forbid her to see Jack. She defies them and meets Jack at the bow of the ship. They go to Rose's stateroom and Rose asks Jack to sketch her wearing nothing but the Heart of the Ocean, an engagement present from Cal. Rose and Jack’s romantic yet tough love journey is going in the Act II. The plot point in Act II is when Cal finds Jack’s drawing, frames him stealing “heart of ocean” and handcuffs him to a pipe. With all of these going on, Titanic hits the iceberg tragically. Act III is the resolution stage where the climax appears. Act III basically depicts the tragic sinking of the Titanic. The climax is when Rose decides she can not leave Jack and break Jack free with an axe. Then they runs and tires hard for saving their lives and their love.

Sitcom---Modern Family

Sitcom was first presents on TV in the late 1940s. Most of the sitcoms were thirty minutes in length and aired weekly. Episodic is one of the characteristics of TV sitcom.  “I love Lucy” was an example of early sitcom that we watched and discussed in class few weeks ago. The episodic show ends where it begins; it teaches a lesson to audience, and humorous. Modern Family is one of the sitcoms that I enjoy watching. It’s basically a story of three inter-related family and the trials that each of them face. There’s the rebellious teen seduced by popularity, the beautiful Colombian second wife, and dad who trying to be cool. Modern Family is a 30 minutes episodic sitcom that integrated current events into their storylines, such as new Apple product Ipad or upcoming Halloween. Audiences don’t necessary have to watch the entire season to understand what’s going on.

LS,MS,CU.

There are long shots, medium shots and close-up in the films. Each kind of shots denotes a specific meaning to describe the right mood, emotions of characters. I choose the film “The Notebook” to illustrate this concept.

Long shot: It was the night of the carnival, and that’s when Noah met Allie. It’s an orientation shot and gives a setting to the story. Allie just refused to dance with Noah, and Noah was standing there alone at the amusement park.

Medium shot: This is an information shot. Allie was there with her friends in the carnival, and Noah was trying to introduce himself to Allie. Noah fell in love with her at first sight and he wanted know more about her.

Close up: This shot reflects Noah’s internal feelings and emotions perfectly. This is where audience sense the affection Noah had on Allie from the light in his eyes. He was being drawn to Allie.

Star System

      The distinct historical and successful period of Classical Hollywood was 1920s through 1940. Studio system was the one of the key factors to Hollywood’s succeeding. In my opinion, the star system is the one particularly important because stars are the tangible products of immaterial production (film). Many studios discovered young actors and signed contract with them. Studios tried to created personas for each of the actors so that they could be the representation of what genre of the films was and what studio did.

      Star system definitely affected the kinds of films the studio made. As I mentioned earlier, an individual star had his or her own characteristic that developed by the studio. Each studio had their own star system and made films based on their stars’ unique personas. In other words, star system in some way determines a film’s genre. One of the examples is Judy Garland, who signed to MGM as a teenager. In many films she played, such as The Wizard of Oz, Garland had a consistent set of character traits which is associated with specific genres.

"All in the Family" VS. "Everybody Loves Raymond"

“All in the Family” is a comedy from 1970s, while “Everybody Loves Raymond” is from mid-1990s. Both of their main story lines were based on an ordinary family life in their period of time, however, the role within the family has changed over time.

From the episodes in “All in the family” that I watched from last screening, I noticed that the father is the most dominant role in the family. He is obstinate, stubborn and dismissive of anyone who has a different view of things from him. His arrogance seemed had created lots of conflicts and disputes between his son-in-law and himself. In contrast, the mother is the innocent, understanding and simple-minded role who always complies with his husband. While the stereotype husband-wife relationship does not present at “Everybody Loves Raymond”. The issue did “All in the Family” deal with that “Everybody Loves Raymond” doesn’t is living with parents. Because our changing cultural values and perspectives over time, the issues that deal within a family changed also. And it is still changing. Both of them had depicted the family life vividly in a certain period time and brought lots of fun to the audience.

Technology Changes and Radio Industry.

Technological changes had a huge impact on shaping Radio Industry back in 1920s. It allowed transmission of sound through wireless communication system, and it is the basic foundation of radio development. Without technology such as vacuum tube or wireless telegraph that was discovered in early 1900s, radio industry would not have such a rapid development in 1920s.

Guglielmo Marconi and Lee de Forest were the two major pivots of technology changes. They invented wireless telegraph and vacuum tube respectively, which are the keys that opened the door for the massive radio developments. They permitted the transmission of sounds and waves through wireless system electronically. Not only work in radio industry, the wireless signals can be also used for rescuing a sea disaster. One of the examples of those technology changes’ impact on radio industry is the station KDKA. Right after the establishment of first broadcasting station KDKA in Pittsburgh in United States, the golden age of radio industry has begun. The popularity of radio usage among families in US had increased rapidly.

Social Learning

The concept of social learning helps me to understand that the impact of distorted representations of ideal female beauty has been enormous.

The imitation of behaviors or images presented by the media over certain period of time is called social learning. Social learning has played a substantial role in not only our behaviors but also our way of thinking. The constant, repeating messages and images that media presents are definitely affecting our values and manipulating audiences’ behaviors whether consciously or unconsciously.  People are easily influenced by the environment they grew up with. Those naïve, impressionable minds of young children are greatly shaped by the messages derived from media.

One of the typical examples of social learning is impact of advertisements of absolutely flawless female beauty on today’s generation. The overwhelming pictures of ideal female beauty on televisions, magazines, advertisements have truly manipulated our minds. They are not just pictures any more. The fact that 20% of high school girls have eating disorder undoubtedly proved that those pictures are now negatively affecting women’s values and health. We are blindly following and mocking what’s presented on the screen that is considered attractive and beautiful. In “Killing Us Softly”, Jean Kilbourne points out that the primary message that young girls get in our culture today is to be unusually thin and flawless beautiful in order to be acceptable. This distorted values forms gradually when we are surrounded by and growing up with those advertisements.  Females are greatly affected by the images presented by the media.

Framing

The concept of framing helps me to understand how a simple image that media presents could affect how we think. During the Iraq War, the two Medias cropped the original photo in two ways in order to persuade their audiences.


Framing is basically how media presenting images and arranging words so that audience could interpret the messages the way media wanted. The dictions, phrases and pictures that media uses will definitely influence how we think and comprehend. Media Framing plays an important role in the society because it not only leads audiences to a certain perspective to see things, but also determines what and where audiences draw attention to. Gorge Lakeoff, a professor at UC Berkley, says that framing are perceptual—They are analogous to optical illusions in terms of whether the glass is half full or half empty. In conclusion, framing is how the media manipulate our viewpoint through its word choices and images.

The picture on the left best illustrates how media framing can twist things around by just presenting different parts of a picture. The left part of this photo reflects how the captive was abused, which could simply instigate audiences to advocate a war. On the other hand, the right side of this photo depicts a totally different story which American soldier treated the captive well. From this perspective, the anti-war media can also use this photo to persuade audiences. Media filters and selects the information they desired so that they can direct audiences’ judgment.

My first RTF 305 blog post!

    Hi everybody! I'm Emily, and my Chieses name is Chenxin Pan. I am a freshman and major in Advertising. I really enjoyed first few days of school and excited about my freshmen year at UT. As you may realize in the picture, I have a twin sister Annie. She's also a freshman at UT but major in business. Most of people can hardly tell us apart, however I believe that we are distinct from each other by our unique personalities.

   I have been here in United States for  about four years, and I went to a Christian high school in Houston. My hometown is Shanghai: a large, beautiful city in China. I love those glamorous city lights, archaic architectures, ubiquitous shops and tasty food back in my hometown. You can easily feel the excitement around you just by walking in any street in Shanghai. It's a really nice city that worth you to travel.

   I have lots of hobbies such as drawing, travelling, listening to music...especially photography. I love to take pictures because it not only leaves beautiful memories, records special moments but also reflects an interesting world from an extraordinary perspective sometimes.
    Hope you enjoyed reading my first blog!