The game of media...

Blogger didn't let me upload the whole video so here is the link:
http://www.youtube.com/watch?v=Zew-lbzIGy4

Why is smoking appealing to US teens?

Walking down the street and enjoying your first morning cigarette is a completely different experience in a European town, in comparison to a town in the United States.  People in the United States often look down on smokers, give them a pitiful or a judgmental glance as they pass by. In Europe, on the other hand, the cafes on either side of the street are packed with youth chatting and smoking cigarettes. Smoking in Europe is a part of culture. However, despite strong stigma towards smokers in the United States, more than 47 million adults smoke cigarettes. So, who is to blame? As my readers might expect, I will once again single out the media as a major promoter of smoking among American youth.

                Even though TV and radio ads that promote smoking have been banned in the US, magazines offer the most advertising for tobacco products, both cigarettes and non-smoke tobacco products. Magazines are a very powerful kind of media; when a teen-age girl opens her favorite publication and encounters a page that advertises the new, pink, Camel no.9 cigarettes with the inscription: “Light and luscious”, she is very likely to attribute to it the adjective “cool”. Why do teenagers start smoking in most cases? Because teenagers have come to agree that smoking is cool, thanks to media and associations it creates between smoking and being hip, and famous. According to an article in USA Today: the new Camel ad was a hit with girls ages 12 to 16, among a study of 1,036 adolescents.  The inscription, in addition to the pink color, creates an illusion that smoking these cigarettes is very appropriate for girls, and emphasizes their feminine side. In addition the warning sign, which consists of tiny inscription in the corner of the page says: “Smoking by pregnant women may result in fetal injury, premature birth, and low birth weight”, which implies that this tobacco product is indeed targeted for women, but that it can be harmful only to pregnant women. So, just imagine a 13 year old girl who reads this. By being inexperienced and gullible, she is likely to think that smoking Camel no.9 is perfectly fine, as long a she is not pregnant. Furthermore, another teenage magazine juxtaposes Camel 9 ad with a fashion page entitled Dressed to the 9. This ad for a vintage store shows an elegant black dress, and 8 different accessories, implying that the 9th one should be the new Camel 9 cigarettes.

                Besides the design appeal of cigarette ads, magazines intentionally, or unintentionally, associate smoking with fame, fashion, and beauty. In the fashion world, cigarettes have become an accessory, a symbol of something exciting and daring. A photograph on the cover of fashion magazine that shows a very well put together girl, with perfect hair style, and make-up, inevitably conveys confidence and power of women. Consequently, a cigarette between her fingers immediately absorbs some of that meaning. An average young girl looking at the cover sees very expensive clothing that she cannot afford. However, she could afford the cigarette, which, in this context, becomes a symbol of fashion, and female power. Furthermore, the picture of a skinny model smoking creates a correlation between cigarettes and body image that a 13 year old girl is prone to equate with truth; smoking can make me look skinny and perfect, just like the model.

                However, cigarette ads don’t only appeal to teenage girls. Almost equal percentages of teenage boys start smoking around the same age as girls. Just as the pink color, and fashion associations attract girls’ attention, so does the very masculine image of a cowboy on the Marlboro ad attract boys’ attention. The image of the cowboy next to his horse, with gorgeous mountains in the background, and a lariat wrapped around his knee, lighting a Marlboro cigarette easily translates into a representation of a confident man who is not intimidated by loneliness and grandeur of the nature surrounding him. Teenage boys are likely to find this add appealing, especially in the age that forces them to find a comfort zone, and express their “coolness”. Moreover, Ferrari formula 1 image can be associated with Marlboro advertising. One of the main sponsors of this company is Marlboro, whose sign appears on the jackets of the team, as well as on the formula itself. In such a context, Marlboro acquires the attributes of courage, adrenaline, fearlessness, masculinity, victory etc. Moreover, the new tobacco products, known as non-smoke tobacco, have advertisements that are targeted particularly towards boys and men.  The ads for famous Skoal tobacco pouches show males of different ages, some of whom are in a serious business meeting, while some are just fishing, and having a great time with their friends. The inscription says: Moist Skoal pouches are easy to put in, easy to take out and easy to enjoy anywhere”, which emphasizes how very convenient they are, acceptable, and ordinary. Moreover, one of the new brands is called “Bandits”, which conveys the idea of strength and courage.

All of these symbolical connotations spur the desire of teenagers to start smoking. The smartness of tobacco advertising lies in its ability to indirectly convey certain values. The teenage years is the most challenging time for youth as they try to establish their personality, search for role models, and look for help. The deceiving tobacco commercials are likely to fool a young girl who wants to be beautiful and famous, and a boy who seeks confidence and strength. The statistics show that cigarette ads are very successful in feeding teenagers with such ideas, and hopes; 21% of high school children smoke in the United States, despite many bans put on cigarette advertising. This reality is sad, especially in a society that appears to be marginalizing smoking. As a consequence, a teenager who was just looking to become better, because the ad showed him he or she would, ends up with a stigma of a smoker. What should they do then? Move to Europe?

 















I don’t want to put the blame entirely on media, i.e. magazines, since I would be undermining the crucial role of parents in children’s education. Moreover TV media puts a lot of effort in advertising against smoking. However, we might wonder how come that the numerous anti-smoking efforts don’t have an impact on 47 million of Americans, and particularly among teenagers? Well, a lot about that in the next blog…until then the question is: How to prevent early onset of smoking among teenagers? Should high schools provide an environment that will not prompt boys and girls to seek their ideals in cigarettes? Or, should/can parents limit their children’s exposure to implicit and explicit cigarette ads? 

Sources: 

- Camel 9 ad: Deseret News. http://www.deseretnews.com

- camel 9 and fashion: http://www.socialbranding.org/sb/images/stories/camel.gif

- Fashion magazine cover: http://blog.modelmanagement.com/2010/01/07/the-glamour-of-smoking/

- Marlboro ad: http://130.18.140.19/mmsoc/subliminal/marlboro.html

- Ferrari formula 1: http://f1-fia-race.blogspot.com/2009/05/ferrari-f60-picture-gallery.html

- Smoking in fashion: http://blog.modelmanagement.com/2010/01/07/the-glamour-of-smoking/

All sites accessed on date: 05-08-2010

Posted by S.S. for Writing 8 class

Pro or Against Health care reform...ask Media!

On March 23 2010, President Obama signed the health care reform bill. The new bill put an end to the heated debate between Republicans and Democrats; a debate that left you with two choices: pro or against health care reform. As in every campaign, Media becomes a tool of arguing for the debating sides, and the main informer for the public. While you, as a regular citizen, are sitting in your living room and watching TV, the media bombards you with propaganda advertisements, all of which tell you that your opinion and decision are valuable and necessary. At the same time, you start really wondering what this reform is all about. You are hearing both sides, and each side emphasizes that they are the ones who want the best for you, and for America. Media offers you personal stories, benefits, downsides, problems, and solutions. The question becomes: what is the final outcome? Does the average US citizen go to bad that night with correct information and knowledge, having made the right personal choice, or does he/she turn off the TV feeling confused, illusioned, and overwhelmed? Did Media help or hinder the US citizen to make the right personal choices regarding health care reform?

Searching for the advertisements pro and against the health care reform, I noticed a pattern; a calm assuring voice that promises quality, affordable care, right medical decisions, prevention, says that health Reform is necessary NOW; a few minutes later, probably on the same TV station, a defensive, louder voice asks: “Would you be willing to put your own family into the hands of Barak Obama’s socialistic health care plan?”. And, while the pro-reform ads show you smiling, hopeful faces of children and adults, the against-reform ads offer you images of elderly people tied to breathing machines and hospital beds. Where is the hope for them? Because, you don’t see it now, and they tell you it is not in the new plan. However, the republicans know how to play the game, and what cards to pull out, especially when it comes to being an American, and respecting American values. Are you a real American if you support “killing a newborn”? They mean abortion, of course. However, the anti-reform ads tell you that abortion does not justify your national purpose and character, that: “trading the lives of unborn children is against our [American] character”. Furthermore, you are told that new health care reform promotes such disgraceful and anti-American values. As the American flag waves in the background of each of these ads you are forced to ask yourself: Do I choose to be a “good” American citizen, or do I want to change the health care system that we have today? But, media makes sure that you don’t feel alone in this dilemma. As you watch Senator Alan Mollohan going through the bill and agreeing with new changes, he encounters an obstacle: “A baby” and says: “I cannot force the American people to pay for the debts of unborn children”, as the sign “Abortion is not health care” flashes in front of your eyes. Ultimately, both you and the Senator are both stuck between two shores: pro or anti.

Then you decide to put aside the values and national pride, and ask yourself: Well, what does this reform mean? The ads just slide in front of your eyes. The pro-side tells you that 46 million of Americans are uninsured, that the reform offers you FREEDOM, EQUALITY, and DEMOCRACY, that the reform will restore people’s lives, and will protect them. Finally, they tell you: “Help us restore those rights to everyone”. This ad instills a feeling that your opinion is important, that you hold a part of national responsibility, that they need you to make the change happen. And, while you are poised with images of masses fighting for their rights you feel the power, the illusion that your voice matters. But, what are you giving your voice for? Do they tell you what is the problem, what will the new plan bring exactly. No, they do not.

Then you turn to the other side looking for answers. And, what do you get? Most often, a doctor figure fills your screen, while he tells you that Government will get between you and your doctor, and that you should “tell Congress to protect American health care”. Sometimes, those commercials would tell you that Medicare will go bankrupt in 8 years, that deficits are enormous, that quality will suffer, and that your care will be delayed. Oh, and “look at Canada and England”! Do they tell you what the problems are now, what the good sides are, and why are so many people still without insurance. No, they do not. And the cycle continues. All the same information, with different faces and voices, but both sides say they are right and that you can help. One side offers you protection, while the other side tares apart that idea. However, you still don’t know why you would, or would not want the change.

Who to turn to then?; Jon Stewart, and his Daily Show? Why not? While you laugh at silly jokes Jon Stewart throws at you, criticizing both sides of the debate, you feel like you are at the backstage of Health Care reform play. The indecisiveness of governmental representatives, and the reality of 14 months old baby who was rejected insurance for being too fat now becomes a part of your reality. While Jon Stewart mocks the republicans equating health care bill to Nazism, and on the other hand, the democrats who scream out that “the time to act is NOW”, you get an insight into the political views on the health care bill. (http://www.thedailyshow.com/collection/268931/the-battle-for-health-care-reform/230688;http://www.thedailyshow.com/collection/268931/the-battle-for-health-care-reform/252467) And while a congressman holds his baby granddaughter Matty and claims that she doesn’t want a new health insurance plan, you realize the hilarious circus going on behind the promising and revoking advertisements. The reality show appears as a mockery. And, while the media seems to bring out both perspectives, it appears that Jon Stewart speaks your language better than any propaganda ads. At the same time, your important role that has been emphasized by both sides disappears in the perpetual arguments between two conflicted sides. In the end, it is better to sit down and have a good laugh with Jon Stewart, than break your head over “right” and “wrong”.

Just as the Congress passed the Health Care Bill, an article in the Wall Street Journal was published, criticizing the Bill and assuring people of its wrongs; “Never before has the average American been treated to such a live-action view of the sordid politics necessary to push a deeply flawed bill to completion. It was dirty deals, open threats, broken promises and disregard for democracy that pulled Obama Care to this point, and yesterday the same machinations pushed it across the finish line”. The Republicans were angry. Moreover, the article implies that the average American was deceived, undermined, and mistreated. As one wave of disappointment hits you, you remember watching Obama on TV praise the reform, while Nancy Pelosi was getting a good workout, as she stood up to applaud after every supporting ovation (http://www.youtube.com/watch?v=hUNCpnRBf9o). The President of your country stood as yours, and your nation’s representative granting you stability and security, quality and affordable choices, convincing you that: “The time for bickering is over. The time for games has passed. Now is the season for action. Now is when we must bring the best ideas, of both parties together; and show the American people that we can still do what we were sent here to do. Now is the time to deliver on Health Care” . But, the fight goes on, as the Republicans display dissatisfaction today for their yesterday’s loss. You, as a citizen, are still left to wonder what is good for you.

Or, if you want to laugh more, you can always watch this: http://www.youtube.com/watch?v=IMlPE1lV_5Y

Youtube does miracles! Hope you enjoyed reading and watching!

references:

1. TV Ad: Oppose Obama Care: http://www.youtube.com/watch?v=5YVQQ3ARkzM

2. Who Shall Live: http://www.youtube.com/watch?v=2bBoNDzKzSc

3. Americans for stable quality care: http://www.youtube.com/watch?v=6cqQl3lZzzE

4. Gov-Pro Health Care reform: http://www.youtube.com/watch?v=VukUI0wWudM

5. Jon Stewart Daily Show

6. Wall Street Journal: "Inside the Pelosi Sausage Factory":
http://online.wsj.com/article/SB10001424052748703775504575136133814210008.html

7. Jon Stewart photograph: http://thedailyshow.mtvnimages-q.mtvi.com

- all documents accessed on May 3. 2010.

Posted by S.S. for Writing 8 class