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.
Well, I must say that I had never seen that video clip until about 2 seconds ago, but it is horribly stupid. That said I thought I would point out something that you did not touch on which is the comment that the guy made about how he would get in a fight if a guy looked at him the wrong way. I could be wrong, but I think he was alluding to the idea of the guy who looked at him wrong being gay. Which goes on the further culture norms that it is just not okay to be gay... period.
ReplyDeleteI know we have talked in class quite a few times about how marked identities like gay people are so rarely represented and I think this clip goes on the further that idea. And at the same time go on to talk about what bad will come of it (i.e. getting in a fight with the hair cut guy).