Blog #2

http://www.youtube.com/watch?v=4JMOh-cul6M

Thanks to sites like youtube.com, viral videos have easily become one of the more visible and accessible types of media in our culture. In my opinion, viral videos give an intriguing look into our culture; their sole purpose for production isn’t generally for monetary gain, but rather for pure entertainment or to make a statement about our society. One specific viral video, “My New Haircut,” has made a significant impact, particularly with the younger generation. With nearly 25 million views, it is difficult to find someone who frequents facebook, twitter, and other social networking sites that hasn’t seen the video, and possibly quoted it. The video had a large following, which resulted in public appearances in bars country-wide, merchandise, Halloween costumes, and numerous coined phrases. In other words, the result of a successful viral video on youtube equals a newfound celebrity.

The video speaks of many parts of our culture, but particularly of the male population aged in the 20s. The character is clearly an exaggerated representation, but makes a statement about the importance of the male appearance and ability to attract women. The scenes of the video include the character grooming himself, working out at the gym, and drinking at a bar. He speaks of the importance of appearing “jacked and tan” while lifting weights, and shows his obsession with fitness while speaking of the likes of protein, power bars, and HGH. He comments on his new haircut, and how this haircut (which is the one all of his friends has) will help him attract women.

In our society, a strong, muscular physique is considered ideal, especially for men. In the video, the subject talks about the various ways of keeping up his appearance, from “getting his swell on at the gym” to taking steroids. The internalized gaze is the ways in which relations of looking are internalized and then reenacted by individuals (Brown 10/19). The video makes a statement about the internalized gaze relating to the appearance of young males in our society. Protein, creatine, and other supplements are widely used by males in their 20s and 30s because they are expected to have a favorable, muscular physique.

The video does not explicitly state that it is imperative for the male in the video to work out and have a popular haircut in order to attract women, it is obvious that the subject relies on his appearance to do this. A fit, muscular physique is seen as “sexy” for men in our culture, something that is often seen in Bowflex or weight loss commercials. Although there are no women in the video, the subject of the video talks about “grinding on” the women that were to walk into the bar, insinuating that he would try to hit on them. The video also has many examples of consumerism; from the drinks that he consumes at the bar (Heineken and Jagerbombs), to the water and protein he uses while working out, to the hair products and trendy clothes he sports when going out, the video implicitly suggests that the consumption of these products will aid him in his quest to attract women.

Blog #1

For this blog entry, I decided to use an episode of the television sitcom “The Game” as well use the Kanye West music video “Gold Digger” to help illustrate my point. Both of these pieces of media showcase different norms surrounding professional athletes and musicians, particularly those of color. One common theme between these two particular pieces of media is “gold-digging.” In popular culture, a “gold-digger” is a person who dates and/or marries the wealthy for the sole purpose of monetary gain. The role of a gold-digger is commonly assumed by a female, and is especially prominent in the entertainment industry, particularly music and professional sports. In this entry, I will explore the phenomenon of “gold-digging” and the hegemonic norms that it represents, as well as how these examples of media represent the social institutions surrounding them.

“The Game” is a television sitcom that is centered around the players of a professional football team as well as the women in their lives. Two characters that are generally the main focus of the show are Derwin and Melanie; Derwin starts in the series as a rookie on the football team, attempting to make a name for himself. Meanwhile, his girlfriend Melanie adjusts to her new social circle as the girlfriend of a football player while attending medical school. The series effectively addresses multiculturalism throughout using the different characters in many different scenarios. The show successfully addresses issues dealing with race, gender, and sexuality and effectively utilizes multiple social issues as themes.

In this particular episode, “Turkey Basting Bitches”, Derwin and Melanie have recently broken up and are adjusting to living their lives apart. Derwin begins to see a girl, whom he affectionately refers to as “eggs”, and Jason and Malik, older players on the team, warn him that he is obligated to follow the “Player’s Handbook.” This imaginary handbook is what Jason refers to as the rules for being with girls when you’re a single professional athlete; these rules include not using the girl’s name by giving her a nickname, refusing to be with her for more than four consecutive hours, and not letting her sleep over. By following these rules, the players successfully use the women they sleep with as sexual objects and nothing more. By refusing to use their name, they depersonalize the entire encounter and maintain the power in the short-lived relationship. Melanie reinforces the hegemonic norm (powerpoint: Britney & Hegemony) of jealous girlfriends by reacting to the encounter of Derwin and his new girl with neuroticism. She drinks, shreds his pictures, and insists that they do a drive-by in order to spy on him.

Most importantly, though, is the phenomenon of gold-digging that is represented in this episode of “The Game.” Melanie is approached by two women that wish to enlist her help in “turkey basting” one of the players on the team. In other words, one of their friends wishes to become pregnant by one of the players so as to tie them down, or at least force them to pay child support as a means for living. Gold-digging is a concept that is also confronted in Kanye West’s song “Gold Digger” which discusses this phenomenon and its affect on men in the entertainment business. Gold-digging is associated particularly with young women of color and their desire to get pregnant by a wealthy man and use the child support as a free ride. Social institutions shape our idea of gold-digging to fit those as addressed in the television show and song. Women are expected to seek those with immense financial stability, exploiting their body and integrity in the meantime.

In our society, while men are celebrated for their sexual prowess and ability to bed multiple women without attachment, women are criticized and seen negatively for seducing men for the purpose of financial gain. This is effectively represented in “the Game”, where Derwin is encouraged to use the women he meets and dispose of them swiftly, while the female that tries to take advantage of Derwin is seen in an overwhelmingly negative light. This hegemonic norm is increasingly apparent in our society; women are called a “slut” because of their sexuality, while men are excused because it is “of their nature” and widely accepted.

http://www.youtube.com/watch?v=LU13MRtSD7E – Kanye West Gold Digger

http://www.youtube.com/watch?v=oODyhp42E5k&feature=related – The Game “Turkey Basting Bitches” Part 1

http://www.youtube.com/watch?v=CDWQ4Iwxeww – The Game “Turkey Basting Bitches” Part 2