Target Dollar Bins and Abercrombie Models…what’s become of our shopping?

According to the article Transforming Social Spaces: Female Identity and the Mall,
“The mall has become the symbol of escapism, information, and socialization for Americans” (2). When considering the roles shopping malls play in our society, I can’t help but often consider them the “hub” of our communities. Everyone goes to the mall: moms, kids, pre-teens, elderly, men, and young adults. Think of Black Friday and how this has almost become more popular than Thanksgiving itself when stores open as early at 4am for costumers to snag the best deal. Yet, they are a huge part of our society and definitely impact consumers, especially teenagers. What teenage movie doesn’t have a mall scene? Considering both females and young adults within the context of shopping malls, I can’t help but think our shopping plays a strong role in socialization process of becoming American.

Shopping malls are a common identity of American life, and like the Mall of America, they have become this “mini-world” of shopping, food, and entertainment rolled into one. The Mall of America, in fact, has become more of a visitor attraction center than of an actual place many native Twin Citians choose to go shopping at. I avoid it at all costs. The only time I end up in the Mall of America are often for special events. Consider all of the special events for non-profit groups that occur at the Rotunda at the Mall of America; it is a place that many groups hold events, walks, rallies, and special displays to attract attention to their cause. Like the paper stated, groups like this gather at the mall, attempting to use the venue to ‘take an active role in seeking solutions for societal change (14).’” While social change may not occur at the mall itself, it’s a prime location to hold special events because it automatically attracts mall-goers of all ages and backgrounds. When my work considered holding a special event at the Rotunda at the Mall of America, we learned that the space books out 8-12 months in advance! It’s a wanted venue for its size, location, and audience. The mall has become common place where the public will be at. It’s definitely considered a “hub” of the community. I find it interesting that people do not socialize with others outside their immediate group, but go there with people to socialize or something to do.


Women and Target…..

As a female, I began reflecting on the several trips I make the mall with my female friends. When we want to do something we often say, “Let’s go to the mall; Let’s go shopping.” Shopping is most definitely a socializer for women. This article gave me a couple of things to consider, especially with the layout of department stores and the location of goods in a store. It was stated that mall planners saw women as “goal-orientated” and “easily distracted.” Women can be easily manipulated by displays. I have to be honest, and say that this SO true when it comes to Target. I’ve always wondered why they place the cheap stuff for a dollar in the front of the store right near the entrance….most of it is geared towards females and kids. Every time I enter Target, I have to take a stop and browse the dollar bin. Usually I end up snagging some cheap item for a $1 (some are truly cheap and some stuff is actually good!) The article explains that women are easily distracted by visuals, so I guess this holds true with the Dollar Bin at Target. Perhaps Target wants the consumer to feel that they are able to get a good deal for $1 in a time when prices are ever-increasing. I often hear my female friends say, “I can’t leave Target without spending $100!” or “I go into Target for one thing and come out with everything!” Considering the jewelry counter is right next to the women’s clothing at Target makes it easy to feel lured into the store and want to keep looking and browsing for items. Women are easily attracted to the displays and stop, which will keep them as costumers. By the time women get to the back of the store for the light bulb, they’ve made stop at the jewelry counter, clothing racks, shoe department, and home goods. They end up with a whole shopping cart full of stuff rather than just the small light bulb! The layout of department stores definitely has the woman shopper in mind.


Youth and Abercrombie……

“The theme park in which Americans spend their time is not a site for the development of individuality, but rather a training ground for more efficient consumption through the usage of psychographic information.” (4) If Mall planners hope to create a more “civic culture,” what kind of “civic” culture can be created in a mall that promotes certain images of beauty and encourages kids to form into a certain identify. Through the process of purchasing, Americans are encouraged to assume a “consumer self” identify or to identify themselves with the commodities they consume.” What messages do youth receive upon entering the mall? Models, literally, real models are sporting the latest trends in clothing. Consider the teen store Abercrombie and Fitch. To sell their clothes, they use real shirtless males, who are athletic and fit. I looked up “Abercrombie and Fitch” on youtube and instantly received many results where young teens videotapes themselves taking pictures with the Abercrombie models…..are they really selling jeans? If young people are being socialized by the mall, what kind of message do Abercrombie and Fitch promote? Perhaps they are selling the idea that the perfect look has to be a toned, athletic body that wears Abercrombie jeans. I read a recent article in which Abercrombie and Fitch stores were sued for not hiring a girl because she wore a traditional hijab. According to the stores, this did not following the “Look Policy” they have. Teens quoted in the article stated, "It's dominated by Caucasian, football-looking, blonde-hair, blue-eyed males; skinny, tall. You don't see any African-Americans, Asian-Americans, and that's the image that they're portraying and that they're looking for." What kind of message does this send? Abercrombie and Fitch Sued over head scarf If this is supposed to be “THE” popular store to shop at for teens, this sends a message that only certain teens are only wanted and accepted. Abercrombie Article





Furthermore, I considered the diversity of stores at the malls. Most stores are geared towards white, middle-class kids. “Messages and products provided in malls only address those of at least a middle-socio-economic status.” (13) When youth walk into malls, they are being bombarded with message and products that address a certain idea of “image” and “trendy.” Rarely to malls have unique individual stores for Somali clothing. So, I have a hard time believing that malls are developing individuality, but rather, discouraging it. I think it would be interesting to address this issue with students and have them consider the “diversity of malls.”



Men and shopping malls….

Whenever I see men I see in malls, they are often following their wives around or waiting for their teenager kids to finish shopping. Many times, I see men perched on a bench outside of a store waiting for their spouses…some even catching a snooze. Most men do not go to the mall to browse or hang out with their buddies…..they save that for the sports bar. The last time I was at the mall, I was at the Verizon cell phone cart in the middle of Rosedale. Every customer there was male. They were looking at all the phones, asking questions about plans, or even calling their wives asking permission to buy a new cell phone plan. Think about all the cell phone companies and gadget-type items that are sold in carts in the middle of the mall. This would totally benefit the male consumer. Most men would be attracted towards those types of items and they could browse them while waiting for their spouses or kids in the stores. Furthermore, when considering the layout of department stores, most homegoods and sporting goods are towards the back of the store for easy vehicle loading. This would agree with the idea that men come into the store for those items. Additionally, men clothing in department stores tend to be towards the back. Perhaps because they do not need the extra visuals to be lured into the stores like most women.

Assignment #2

When considering that all three of these videos are intended for the young audience, I can’t help but immediately consider the drastic changes in roles, relationships and sex throughout the past several decades. More specifically, how the focus point of relationships for youth are sexual acts. From the bubbly, heart-ache sob story of the ruined birthday party of Gore’s video to the free distribution of sex in Lil’ Kim’s video, we see drastically different portrayals of women. As much as women try to find power and happiness through relationships and men, I think men still have the control in the videos.

It’s quit ironic this week we are analyzing gender roles in music videos, as I was just recently thinking about the impact these messages have on young people. I am “friends” with my 15 year-old cousin on facebook, and have to say, sometimes I wonder if I should be! For being 15, she definitely is not afraid to post some “flirty” pictures or proclaim her liking for boys. I keep thinking where this influence to be “flirty” on facebook is coming from….her parents? Her friends? Society? More importantly, I wonder if she realizes what she is doing or is just doing it because it’s the “cool thing to do” and society (or Lil Kim videos!) is telling her to be like that. It’s disturbing.

It’s My Party:

This video obviously portrays a much more conservative time in our nation’s history, especially when comparing it to the Lil Kim’s video! For Gore, she simply distraught that Jonny leaves the party and comes back holding Judy’s hand. It’s ironic she’s singing about being so sad and heart-broken when she has a big smile on her face during the video! For her, happiness comes in getting Jonny and wearing that ring. “Til Jonny’s dancing with me, I’ve got no reason to smile.” Jonny ruined her party. This obviously reflects a male dominance/power over women. Young girls seek that affirmation and attention from boys, especially amongst her friends. When I asked my mom about this song, she just easily belted out the main chorus! Obviously, she didn’t pay much attention to the meaning behind the lyrics nor could recite them. However, if this song were to reflect the time period, it would obviously reveal a male dominance/control over young women’s happiness and emotions.


Criminal:

The accompanying article by Zeltner provides an in-depth analysis of Criminal; so many images and perspectives to address with this video! This is a video that was popular when I was in high school; I specifically remember my friend wearing a Fiona Apple t-shirt, portraying that Fiona was a “musical genius!” I do know the history/background of Fiona Apple, and therefore, am a bit hesitant with what to address with the video. However, in general, this video again shows the women trying to find happiness/power through sexual acts but in the end simply “Feeling like a criminal.” I did find it interesting that the beginning images of the video included a stuffed animal, which reflects a youth and innocence to Fiona. Again, later in the video, she is in the closet with pig-tails, illustrating her youth and yet showing she is only good enough to be in a closet as a possession. As Zeltner stated, “This entire montage of shots portrays Apple as something less than a possession. She is someone who is reduced to hiding in the closet or the bathroom. The early thrill of voyeurism that was encouraged in the opening seconds of the video now begins to sour.” Even though Fiona was trying to find power and pleasure through men and sex, again, she was found powerless. Men still dominated in the end and she “feels like a criminal.”


‘Lil Kim How Many Licks

Wow! No wonder my 15 year cousin isn’t afraid to post bikini pictures on facebook!! At first, I thought this video portrayed women as the one in control, being able to find whoever she wants and when! But the more I thought about it, it truly does say that sex sells and in doing this, portrays a message to young girls to be like reproducible machines. Immediately in the beginning are images of women as dolls being made in the factory. Words flash across the screen: “Full Edible, Candy Kills, Full Range of Motion, State and Federal Prison Approved.” Men can order women like dolls to perform any sort of sexual desire needed. Towards the end of the song, the lyrics include “Some niggaz even put me on their grocery lists
right next to the whip cream and box of chocolates.” While Lil Kim does act as if she’s in control throughout the video, she’s portraying this idea that power comes through being a male sex toy.



Additionally, I thought it was interesting how Lil Kim reinforces the racial stereotypes in the video. The first man she references was a white male who “buy me a horse, a Porsche and a farm.” Then, the video often flashed images of the African American males behind bars in a jail cell. African American males who were referenced as being in jail as well as portrayed in jail in the video. Again, this portrayal to a young audience reveals and reinforces the racial divide in America found in income, wealth, and jailed inmates.

In summary, all three videos portray women as finding happiness and power through men. While the role and importance of sex has changed throughout history, it is still the idea that men control women's happiness. Today, sex sells. With Fiona stripping and almost naked to Lil Kim strutting around in high heels fish-nets tights, girls are seeking this reassurance, acceptance, and power from men. When in the end, the men always have the power.

Well...to add to the many videos that other classmates have posted, I love the how Beyonce portrays male/female roles in "If I were a boy." She uses role reversal to portray gender stereotypes and puts an interesting twist on male dominance in a relationship. Worth a watch!

Assignment #1

Making Jefferson as Popular as American Idol?


The first three chapters of Tooning In hit home in many ways. Since much of the text was focused on Social Studies, and being a Social Studies teacher, I immediately began reflecting on the uses of popular culture in my own classroom. To be honest, I was a bit frustrated and offended at how White and Walker portrayed Social Studies teachers. They stated “Social Studies educators must recognize that most students find the lower-level memorization and recitation required in most social studies classes irrelevant and boring….teaching practices should promote interests, engagement, rigor, and enthusiasm.” (18) Almost all the teachers I’ve worked with have found innovative ways to engage the students using popular culture with media, music, articles, and everything happening with the presidential election. Many Social Studies classes are very creative and engaging! I remember when I taught history, I used music to evoke emotion of historical time-periods and read popular poetry of the 1930s to analyze the time period. When I taught government, students analyzed “Biko” by Peter Gabriel and watched the movie Cry Freedom to analyze apartheid and see a society without the Bill of Rights. I have found that one of the best ways to make history and civics interesting for students is to bring it to their level and engage them using reference to popular culture.


It’s here, so we might as well use it. The last presidential election demonstrates how the power of technology and popular culture can go a long way in attracting voters. Think of how candidates used facebook by creating Candidate Pages, allowing voters to declare their support for a candidate. By the end of the campaign trail, Barack Obama had numerous celebrity supporters like Oprah, Will I Am, Justin Timberlake, and Brad Pitt declaring their support and singing Yes We Can. Presidential Candidates found unique ways to blend popular culture and with issues to gain society’s attention. Getting involved in politics became hip and cool. I think teachers need to find innovate ways to bring together popular culture with issues in class...to make learning hip and cool! Not only can this evoke emotion, which can create more effective teaching, but hopefully create more engaged and active citizens.


I appreciate and agree with White and Walker when they state, “Teaching is conducted through media rather than about media.” (18) White and Walker continue to state that “once society gave meaning to images; now images give meaning to society.” If our music, video, pop culture is becoming our new definition of America, why not use it to promote active involvement? Furthermore, what does it mean now to be actively involved citizen? I think teachers need to “hook” students to learning with popular culture and then use that to analyze issues and concepts. We need to teach students to be active, thoughtful, and critical consumers of information and media, rather than passive consumers. Teachers need to use media and popular culture message to force students to critically analyze meanings and interpret it’s relation to our culture. I agree with White and Walker when they write that "Educators must develop critical thinking skills among students in order to combat the trend of abandonment of active citizenship for passive consumerism.” For example, consider the explosion of the ipod or iphone and all the media hype around Apple introducing their latest products. Rather than letting students just consume and use these products, use it as a learning opportunity to talk about supply and demand or global markets. Consider the controversy surrounding the Obama welcome back to school speech. The media outcry of this speech can be used as a strong teaching opportunity to help students consider the partisan views existing in our country. Students need to become active, self-aware consumers, which in turn, can create a more thoughtful citizenry.

Can we make Jefferson as popular as American Idol? I recall an article which polled high school students on their knowledge of pop culture (who won the last American Idol) versus historical facts (who wrote the Constitution). Of course, students’ knowledge of popular culture far outweighed historical facts. So if we know that students will always be texting, looking on facebook, watching American Idol, watching MTV, how can we use these tools to our advantage as educators? It’s not the classroom versus facebook, but it’s creatively bringing the two together. Facebook allows for a variety of discussion and debate among posts. In fact, facebook even let its users vote on the terms of service. Students are already engaging in active citizenship online, so bring that frame of mind to the classroom. Effectively using a variety of media can allow for understanding of different viewpoints, promote discussion and debate, and help foster engaged students. At the same time, however, teachers themselves need to be thoughtful consumers and be critical consumers of media.

I used the song "Biko" by Peter Gabriel and the movie Cry Freedom to help students analyze a society without a Bill of Rights.



The popular Obama Campaign song which utilized celebrities and popular culture to get out his political message

Now Generation by Black Eyed Peas

I thought this song by the Black Eyed Peas was fitting to this course. The lyrics illustrate the mind-frame that many of our students have when entering our classrooms; they are focused on getting information "now" through text message, wikipedia, myspace, facebook, etc. The lyrics embody our youth today! Now, how can we use the "pop culture tools" that are students already exposed with to better our classrooms?

I want money
I want it want it want it
Fast internet
Stay connected in a jet
Wi-fi, podcast
Blasting out an SMS
Text me and I text you back
Check me on the iChat
I’m all about that h t t p
You’re a PC I’m a Mac
I want it..

Myspace in your space
Facebook is a new place
Dip divin’ socializin’
I’ll be out in cyber space
Google is my professor
Wikipedia checker
Checkin my account
Loggin in and loggin out
Baby I want it..
Now!

Starting the course

Excited to start the course and learn how pop culture influences a student's life and perspectives, which in turn, influence the classroom.