Film Culture - Reading Response (Week 9)

This reading on film cultures was quite simple and more of a comparative case study done between films introducing the concepts of downfall and development. 

As the reading says, the publicity gained by the movie on the box office receipts, higher production costs marked its success during the early times. He shows that with an example of Titanic and El Mariachi. There were lesser number of independent movies being created.

From Oligopolies to Conglomerates - The Change

Soon there was a change from the number of oligopolies, where only certain studios were in the high position, soon had a vertical integration with a few other companies moving from the oligopolies to the conglomerates. This lead to the options of block booking of the studios.The majors started to slowly collect films and release them, rather than producing their own films. 

Under the 'laissez-faire', the economic policies also helped in merging of conglomerates. Soon after the vertical integration there was a wave of 'horizontal integration' which lead to aligning complementary businesses alongside the production unit. To earn a global perspective and interest towards the films developed, they joined hands with most of its global partners to reinforce a sense of control on a nationwide run.

There is also a brief on the industry labor practices, by introducing three different ideas.

• Outsourcing of labor
• Runaway productions
• Concentration of creative and intellectual control

Films and new technologies:

Film technology seems to rely on the new technologies to market their products by spreading DVD's

instead of video tapes and minimizing the work load and offering more choice. He explains how we can  market music videos and films before releasing it to a wider audience, spreading it to niche audience. This is a strategy in selling the goods before releasing them.

Overall a good read to understand more about how films and film studies work. 

(Pramaggiore, Maria and Wallis, Tom (2008) Film: A Critical Introduction. 
London: Pearson, pp415-431)

Fashion Blogs - Consumer Culture

Fashion blogs are all over the internet, advertising and advising people on what to buy. This is a leading way of advertising which grew alongside the rise of new technologies.

First when blogging was introduced to a large account of people, it was a way of informing or communicating thoughts and ideas with others. Nowadays the ease in access of blogs makes its success. Sharing in seconds and having a global connectivity are those that made most people love blogging these days. 

This post is going to discuss about the trend of Fashion blogs and what impact does it have on consumer culture. This clearly attributes to Berger who describes how and why common lifestyles are associated with brands and products. 

After so many  blogs were started it started to act like a vent for people to pour their money into. Bloggers earn money in advertising the products. In fashion blogs there exists a sense of selling things rather than inspiring. Consequently the behavior and attitudes of people towards buying things have also changed rapidly, in satisfying more of their wants rather than focusing on their needs. 

"Dulce candy" who is one of the famous fashion bloggers, is also associated with various companies that sells the products. Constantly viewing these products, the followers attain the mindset of "buying these products would make me happy" feel. So they end up spending thousands of pounds in the stores recommended by these bloggers. Not only this, people are pushed to a point that branded lifestyle has become a status symbol. "What you own defines who you are"

Mike Featherstone talks about the three components of consumer culture, which can be seen in the fashion blogs. 

• Vast expansion of capitalist commodity that leads to the vast accumulation of material goods - There are lots of companies producing these products to earn profit and as a result people tend to buy things which are not a necessity. This is more of a 'vicious circle'. In fashion industry there is constant updated trends which makes people buy more products.
• Sociological views on the satisfaction and the status. - These blogs create a tension in viewers mind to buy the products, so that they can be more privileged. Buying branded commodities has become more of a status symbol. To talk in fashion terms "Owning a Rebecca Minkoff bag or a Gucci bag makes a status statement"
• Emotional pleasure of consumption by satisfying the dreams and desires. - They put the followers under the pressure and make them think "Buying a new product would give a better feel".

As a result, people end up buying more than needed. To quote precisely, Berger says,

 "Consumer culture is the one where 'private' needs and desires are considered more important than the spending on the public ones".  

Consumer Cultures - Reading Response (Week 9)

In this reading, Berger provides a complete picture of consumer culture. He explains about the two extremes of consumer cultures and quotes different people's thoughts on consumer culture.

He touches upon varies ideologies of consumer culture, starting from defining consumer culture, discussing about the origin of it, Psychological imperatives in consumer culture, Marxist or the capitalist approaches, Advertising of these consumer cultures.

Consumerism is a social and economic order that encourages purchase of goods and services even in greater amounts.Berger describes how the common 'lifestyles' are associated with brands and products and also the changing attitudes and behavior of people towards the product. 

Consumer cultures are divided into two extremes. The one's who live in a subsistence economy where the consumption of material goods are not important and the other extreme is where goods place an important role in day to day activities. Consumer culture is the one where 'private' needs and desires are considered more important than the spending on the public ones.

Mike Featherstone talks about 3 components of consumer culture, they are,

• Vast expansion of capitalist commodity that leads to the vast accumulation of material goods
• Sociological views on the satisfaction and the status. 
• Emotional pleasure of consumption by satisfying the dreams and desires.

John Calvin mentions about the origin of the consumer culture and its religious background. He attacks asceticism in his writing. He talks about the divine beneficence, where he says that God wanted us to enjoy life and has provided with unlimited supply of goods.

In the psychological understandings of the consumer culture, Joan Riviere says Psychological impulses lead to desire for possessions which generate consumer culture. She makes the point that people constantly are psychologically moved to buy a good, even though they have to pay debts as buying makes them believe to break the class barrier. As it is constantly changing people are used to buy the products. Advertising is an important one in increasing people's desires and wants which would thus lead to mass consumption. Riviere defines the wants and desires as greed.

In the Marxist capitalist approach, Karl Marx mentions that its not the consciousness that determine society but it is the society that determine the consciousness. He explains how if we don't buy things then we are secluded and feel that society rejects us. To engage with the society consumer culture seems to be important as it acts as a barrier for alienation. 

So overall, this reading explains how we need to consume endlessly, so that we are recognized as a part of this society. This gives a clear overview on the consumer cultures.

(Berger, Arthur Asa (2010) The Objects of Affection: Semiotics and Consumer)

♔♚ City of culture - Spring break ! LONDON ♔♚

♚♛♚ ....Coming soon...♛♚♛

A City of Culture - Kolkata

Kolkata, a city in West Bengal, nicknamed as the 'Culture capital of India’ is a place where art, architecture and culture flourishes immensely. It is one of the most elegant places in India where all things get along well.

The choice I made is because it is most famous for its architectural heritages. As a former capital of India this city is also credited with the title "The city of joy”. The architectural master pieces of Kolkata include the Victoria memorial, which is one of the finest art museums. This is about 184 ft tall and constructed in 64 acres of land. The museum houses picturesque masterpieces of art above the north porch that epitomizes prudence, learning and motherhood. 

Victoria memorial, Kolkata

The significance of this architectural building is that this was constructed for young writers to engage in writing about culture.  This ginormous site is also known as ‘Mahakaran’. This sumptuous white marble Victoria memorial is a copy of the Taj Mahal, opened in 1911 surrounded by serene ponds on the sides situated on the banks of the Hooghly River as the showpiece of the British Empire portraying the culture.

The other major attraction in Kolkata is the Howrah Bridge. This long unwinding bridge which is placed above the Hooghly River is a famous symbol of Kolkata. The illuminated picture of this Howrah Bridge at night is such a visual treat.

 Howrah Bridge, Kolkata

In the book “Lonely Planet the Cities Book: a Journey through the Best Cities in the World” by Trent Holden, Anna Metcalfe says “Kolkata is a land of poets and artists, with penchant for arts and culture and a level of intellectual vitality”  which certainly describes Kolkata’s rich cultural and architectural heritage in a few sentences. 

The specialty of this bridge is that it has no pillars for its support but it is hung by steel wires. Essentially, it does not have any intermediate supports in between. It is supported on 2 pillars at each end. It was the first of its kind in India so it was special. It even has a high utility value since it connects to the suburban areas.

The culture in Kolkata is fresh and special. Apart from architectural towers like the memorials, museums, marble palace, the dance and festivals is one which put forward a fresh look to Kolkata. The traditional festivals include Durga puja, which is celebrated all over. 

Durga puja festival, Kolkata

Durga puja is a festival which is a special occasion that occurs in this city. This festival epitomizes the victory of good over evil. 

This is celebrated in a big level in Kolkata. The dance forms of Kolkata are also very unique. Dandiya, kathak, odissi, manipuri and some other dance forms are also famous in Kolkata.

As a cultural capital of India, Kolkata stands unique in art, architecture and tradition. That is the reason why I chose this as a city of culture.

Ethnographic Methods - Reading response (Week 8)

In this reading, Ethnographic Methods by Anderson, he has presented a very detailed brief on what is ethnography, what are the different ethnographic methods, what are the problems faced in doing an ethnographic research. 

Ethnography is essentially writing of culture. It is the process where members of one culture observe and participate in the culture of another. The four necessary topics that Anderson talks about in this are Participant observation, Membership, Reflexivity and answering questions of what and how the process takes place.

In Member understanding which is a theoretical concept according to Anderson he divides it into two things. The modern and structuralist that are the expression of universals, Postmodern and Post structuralist which gives importance to the social practices that gives meanings to the foundations. Essentially the structuralist thought is to discover underlying foundations and the post structuralist thought is exploring the member knowledge of the foundation. 

The member knowledge is understanding the intersection of how, which signifies the practices and Why which signifies the demand justification. The participant observation is the engine for ethnographic research as pointed out by Anderson. He presents examples from four people Tutt, Mayer Antonio, Moser and David Ryfe. The five ethnographic methods that he discusses are the ethnographic problems, the membership, gaining access, field work and making sense of it all. 

As far as I understood,  Ethnography doesn't have any shortcuts, its a long unwinding process, in which there is a key framework and a specific structure in which the research must be carried out.

(Anderson, James (2012) Media Research Methods. London: Sage, pp351-373)

Soho road - Multicultural mirror of Brum (A field trip record)

Asked a question on cultural space, “Soho road” is a place in Birmingham that immediately popped up to my mind. Being a multicultural city, Birmingham brings people from diversified cultures and traditions under the same roof. Soho road begins in the fringes of Lozells neighborhood and heads into Handsworth. It consists of a mosque, Gurudhwara, church, a Buddhist temple, Victorian buildings and so many Asian shops. The place is completely transformed into a shopper’s stop, where you can get anything Indian. Photographer Liz Hingley spent about 18 months in Soho road capturing the seconds of life in Soho. St Mary's Convent is one of the oldest religious communities in Soho set up in 1841. 

Liz Hingley quotes his Soho road photographs as “the photographs show the reality and intensity of different lifestyles and the beauty religion brings to everyday inner city life”. As I went to Soho, the place painted before me a completely different picture than what I thought it would offer. There is a different mix of people and a scenic setup structured in Soho road. It was just more than a shopping centre. 

I did a documentary on Soho road, essentially logging my journey through this multicultural mirror of Birmingham. It presents the views and opinions of different people in Soho whom I met, and covers the multicultural aspect of Soho to its best. The link to the documentary can be seen below. I first talked to an Asian bridal jewelry shop owner at Soho. In my opinion the people who have lived in the place for about years now and who have experienced what Soho it had to offer them can spell out the beauty in it. I then walked through the streets of Soho, among the flutter of pigeons a peaceful yet buzzing place in Handsworth. Restaurants, fast food centers form the most of Soho, which provides a great deal of Asian, Caribbean, Chinese cuisines.

On my way, I stopped near the famous Gurudhwara of Soho road. As I neared it I could hear chants and prayers. There was a distinct music been played at the Gurudhwara which I suppose is Sikh religious song? In the Gurudhwara I was surrounded by people of different age groups. I saw people from 5 to 50 years at the Gurudhwara. I could easily guess from the look of Gurudwara, its familiarity among the Sikh people. It was built in late 1970’s. There were five main halls and three darbar halls in it.

As a person in the Gurudhwara explained to me, this Gurudhwara was about four storey’s high and has about 100 rooms for those who want to stay in the Gurudhwara overnight and complete their prayers. The visits to it must be registered in advance. As a sacred place head coverings are required for both male and female who enter the Gurudhwara. This place also offers free vegetarian meals 24 hours a day, known as Langar. He explains that it was started to reinforce the ‘belief in equality’. It seems that the club premises belonged to the polish community at first. More number of buildings in Soho road is acquired by this Gurudhwara to provide educational facilities like schools, nurseries. 

The history of Soho shows it as a much different place than now. The Soho story unwinds as fine red brick seat built by the local government in 1877. The first building added to Soho is a library which is now also popularly known as Soho library built in early 1880’s. It is astonishing to see the difference between today’s Soho and early Soho. There are a lot of buildings built adjacently, there are lots and lots of shops and the sparking fact of it is pictured now as a Shopper’s paradise lately. As we walk through the pavements one can see the three things that strikes your mind in Soho are the Gurudhwara, Church and the South and City University. There are places in Soho named as ‘Gateway to India’. It can be clearly called as the ‘junction of diverse faith’. 

Having talked about all these historical landmarks like the Gurudwara, church and the college, people on the roads of Soho are dressed in frilled lehangas, brightly colored dresses, blinging jewels all around and the taste and feel of all different cultures in Birmingham. The cuisines and the shopping exclusives stand as the one important mark for many to know about Soho road. Even though there are many more unknown hidden historical facts about the culture of Soho, people bring out and portray their own culture in the streets of Soho.  

It was a very good experience in visiting Soho and getting to know about the cultural importance of such a place in Birmingham. As a cultural space it provides ‘Sweetness and light’ to everyone and also brings everyone together in one culture and creates a sense of oneness to ‘do away with the classes’ (Arnold, 1896) as discussed in the theory of Mathew Arnold. As presented by Barthes Soho road connotes a varied picture to everyone. The clothes worn by people, the language spoken in a different dialect connotes the sense of diverged cultures converging under one roof.

I read a journal article concerning with the multicultural aspect, ‘Journal of Cross-Cultural Psychology’, Multicultural experience, Idea receptiveness and creativity. This says that “experience in a single culture may limit creativity; multicultural experiences may foster creative expansion of ideas.”  Everything in Soho road looks creative and artistic. The multicultural aspect may be the one reason as suggested by the article which embraces the beauty of Soho.

Overall, it was a great experience for me to learn and understand different cultures in this field trip.

Bibliographies:

- Arnold, Matthew (1869) ‘Culture and Anarchy’ Oxford: OUP Oxford

-‘Journal of Cross-Cultural Psychology’, Multicultural experience, Idea receptiveness and creativity 2010-Leung-(723-741)
-Anderson, James (2012) Media Research Methods. London: Sage, pp351-373

Have a listen to the documentary!