Culture Jam

Culture Jam, The Uncooling of America

The “Culture Jam” sets the tone of the culture jam in America. The thesis is very clear, “America is no longer a country. It’s a multimillion- dollar brand”. The corporate world controls the power and we the people has to listen and watch. The people are so tuned in their own routine that they are stack in their own world. The mass media plays an important role in the American culture. Lasn also reveals on the harmful effects of television and advertising on our society and children. People have separated themselves from their natural environment, and now live mostly through a consumptive, technology based world. The corporate world has all the powers to control the legislators to protect them so that they can make million dollars in profit.

I agree with Lasn that families have drifted apart in this technological world and everyone have their own agenda but still live as a family. Most of us live an unnatural life where we all have to depend on unnatural food. The environment that we live in today has created an atmosphere that has made us detached from this natural world. The mass media has affected our children and us and taken control of our lives. The corporations advertising dollars have been working well for these corporations where we are the victims of their ad campaign. The big advertisers control the broadcasting corporation and it is hard for individual citizens to buy airtime. This shows that the freedom of speech for people is denied where they cannot express their views freely. People are so addicted to the cyberspace that they start to lose focus on their family and friends. This addicting has not only affected the health of the people but has also affected the family values and relationship as stated in Culture Jam “the family matriarch dies in front of the television, rigor mortis set in and her thumb is fixed on the remote” (CJ p46-47).

The cult that we live in today has taken a toll on us where we live our life in stress, anger and aggression. We live on debt that will stay with us for the rest of our lives and there is no way of getting out of it but still we love to live the American dream life. In postwar America, people were happy and enjoyed their family life and bought things with cash and also had savings. This era has ended and the dream soured. I agree with Lasn that corporations have gained a lot of power now then they used to have. Before they were controlled by States and had little powers as the States kept a close eye on them but now they have all the powers that they can do anything they want to please them. As Lasn states that “ Corporations made huge profits from procurements contracts and took advantage of the disorder and corruption of the times to buy legislatures, judges and even presidents” (CJ p67-68). The corporate world has become very political and dirty that the legislators have bent towards them and has supported these corporations to maximize their profit on the expense of individuals. This not only makes the corporation more powerful but also gives them the mandate to carry on the assaults on individuals by high interest rates, hidden charges, overdraft fees and so on.

I agree with Lasn the corporations are not human and they don’t have any feelings. Corporations are unique creatures that have the power and hunger that they cannot go with it. As Lasn states “A corporation has no heart, no soul, no morals. It cannot feel pain. You cannot argue with it. That’s because a corporation is not a living thing, but a process- an efficient way of generating revenue”(CJ p157). The hunger to make money and the power to control the authority’s to make money and be protected. When we, the consumers break the law or commit a crime, we have to face the law and accept the judgment that is delivered to us and that record will stay on our profile of the rest of our lives. On the other hand, if a corporation is found guilty, the CEO will be fired or it will face a lawsuit. But at the end of the day they will hire new CEO, pay all the fines and continue doing business with. The stakeholders will join other corporations and still collect their dividend. But we should blame ourselves for giving these corporations this power. We did not stand up against them when we are victimized. We have the right to do so but we are still holding back and this holding back has given the corporation the powers. We should stand up and start the “second American revolution” (CJ p163).

Culture jammers believe that America has become a multitrillion-dollar brand with technology, television and advertisement. Lasn as a culture jammer, aims to change the way the information flows, the way that corporation gain power and the way the television stations are run and the way the other culture industries run their agenda. America, one of history’s great liberators is in desperate need to be liberated from itself “from its own excesses and arrogance”(CJ p61). People have become addicted to this culture that it is hard for them to focus on their family and health. The cult that we are in has controlled our lives but still we want to live the American dream life.

Reflection
By reading this book, I have learned the culture jam in America. I have realized the cult that we live in today but we still love to live this life. I have also learned the role the corporations play in our economy and the society that we live in. ‘Culture Jam, The Uncooling of America’ also reveals the he errors that our society has made in the process of creating our culture.

Television and Culture

Television and Culture

Television has had a great impact on human behavior but rather than communicating, it dictates a philosophy of life, moral judgments and a lifestyle. The invention of the television has had an impact on all aspects of human lives. It has affected how we work; interact with others, behave in society and the way we live our lives. Television presents a violent image of society where fantasy and reality are often confused. It is a system controlled by only a few, yet the impact of their decisions reaches millions. Television has contributed to illiteracy by eliminating critical analysis and original thought. It creates and perpetuates stereotypes. Television has become a major industry all over the world, especially in the industrialized nations, and a major medium of communication and source of home entertainment. Television is also used in many industries. A few examples are for surveillance in places inaccessible to or dangerous for human beings, in science for tissue microscopy, and in education. Today you can find a television in almost every home. Television news has become a visual newspaper but without the depth necessary for a comprehensive understanding of current events. The general public and especially parents have to become aware of the dangers of television.

The addiction of television has become a way of life for most families. Despite the development of the Internet, television is still one of the most important sources of information. TV is everywhere we go to and we spent lot of our leisure time watching TV. It plays such a significant role in people’s everyday lives that it’s almost impossible to imagine how we would live if there were no TV. It is practically impossible, however, to find a family that doesn’t have a television. There are a lot of advantages making television so popular. The main reason why so many people choose this means of getting information and entertainment is its simplicity and convenience. All you have to do is to press a button and sink comfortably into a chair. As stated in ‘Television Addiction Is No Mere Metaphore’, “ the amount of time people spend watching television is astonishing. One average, individual in the industrialized world devote three hours of a day to the pursuit- fully half of their leisure time, and more than on any single activity save work and sleep. At this rate, someone who live to seventy-five would spend nine years in front of the tube”(CC p148).

In drama TV show ‘Sex and the City’ four beautiful female New Yorkers gossip about their sex-lives and find new ways to deal with being a woman and they discuss about their sexual desires and fantasies, and their love lives. The show is shot in New York City around Manhattan and focuses on Carrie Bradshaw and her three best friends, Miranda Hobbes, Charlotte York and Samantha Jones. Carrie Bradshaw, who is a writer, is always looking for love as she says, “I'm looking for love. Real love. Ridiculous, inconvenient, consuming, can't-live-without-each-other love.” She is an open-minded woman who stays in her one bedroom apartment is very independent but often feels lonely. After having several long-term boyfriends, Carrie is entangled with "Mr. Big" in a complicated, multifaceted on-and-off-again kind of relationship. Samantha Jones, a single independent businesswoman, who is very outspoken and confident with her life and career. She always shows support and loyalty for her friends. Samantha has a very open sex life and loves to explore new sex partners and do not have a steady relationship. Charlotte York is a married woman with two kids and believes in true love and faithful relationships. After a good romance life she marries and later divorces. She marries again to her divorce lawyer who later converts her to Jews. After failing to conceive, she and her husband adopts a girl from China. Miranda Hobbes is a career minded lawyer and like to be a working lady. She also has an on and off relationship with his boyfriend and later marries and have a child with him.

‘Sex and the City’ is a popular show, which attract millions of viewers here in America and has become a highly rated TV show. It has won a number of awards in the TV industry including the golden globe award. It is also aired in many other countries like UK, Australia, Brazil and many more. It has also made two movies with the second one just released last month. The movie stated in New York and later moved to Abu Dhabi in Dubai where Samantha is been invited by a wealthy Arab sheikh for public relation campaign for his business. She convinced all her three friends to accompany her for this all expense paid trip. In Abu Dhabi, they discovered the culture of the Arabs and the differences between the Eastern and Western world. Samantha’s open sex life made the sheikh to cancel the business meeting and they had to cut short their trip and return home. The movie reveals that sex is not allowed on the streets in the Arab world and anyone caught doing it will be dealt with strict Islamic laws. The action of Samantha shows the disrespect of the Islamic culture. The movie shows the way of life of the Arab women that they wear American clothes under their traditional Arab clothes (hijab). The movie also reveals that every country and community has there own culture that should be respected.

‘Desperate Housewives’ is also a highly rated drama TV show that is viewed by million of audience. It focuses on the secrets and the truth of the ladies of Wisteria Lane. The show is based on the murder and mystery of the neighborhood and life behind closed doors of the suburban life and each episode brings new mystery to the neighborhood. The ladies of Wisteria Lane have their own secret and they way they deal with their secrets. At first housewife Mary Alice Young committed suicide right in the middle of her comfortable living room and Susan Mayer, ever-looking for love in all the wrong places and agonizing over the behavior of her daughter, Julie. There was Lynette Scavo, with her irritated children, blamed herself for leaving her business career and staying home to look after her husband and children. There was Bree Van De Kamp, who is divorced and also lost her son due to the her control freak life style and ex-model Gabrielle Solis, who despite having married into money and luxury couldn't stop herself from having an affair with teenaged gardener John. She states that “The only person more self-centred than me is Carlos; he's so self-centred he doesn't even know how self-centred I am”. Her husband Carlos always had his suspicions that she is unfaithful. There was divorced Edie Britt, who competed with Susan for widowed plumber Mike Delfino.

The culture of this show reveals three problems that we face today. First, looking after children full time is very hard work. Second, it’s hard to be open about problems for fear of being seen as a bad mother. Third, there’s almost no public recognition of what a crucial role in society this is. It is also is a popular show, which attract millions of viewers here in America and has become a highly rated TV show. The popularity of the show has won a lot of honors and award including six Emmy Awards, two Golden Globe Awards and two Screen Actors Guild Awards. The show has also attracted a lot of international audience that is aired on a numbers of countries worldwide and in April 2007 it was reported to be the most popular show in its demographic worldwide, with an audience of approximately 120 million. Desperate Housewives has become a popular show that is watched by many families and has millions of views but since the show is rated, it is not recommended for viewers under age eighteen.

‘Las Vegas’ shows focuses on the issues within the working environment in Las Vegas. It shows a surveillance team that watch for cheaters in Montecito Casino & Hotel, Las Vegas, Nevada, where you can do anything you want but Ed Deline and his crack surveillance team will be watching. Just remember, what happens in Vegas, stays in Vegas. The show is a faced-paced drama hat follows the elite Las Vegas surveillance team in charge of maintaining security of one the city's largest Casino. What makes this show so popular is that it doesn't pretend to be anything more than what it is; an action packed sexy drama set in "Sin City" were anything can and does happen! The head of the surveillance team is Ed Deline, the former President of Operations and Head of Security of the Montecito Resort & Casino, and also a former member of the Board of Directors. In his team he has Danny McCoy, as his apprentice and the head of security and the president of operation of Montecito hotel. There is Mike Cannon, an engineer, who is the head valet and also helps in the security department to help during Danny's military absence. Samantha Jane, Delinda and Nessa Holt are there to attract people to play high end games and spent money at the Montecito. Mary Connell role is a special events director and A.J Cooper is the owner of the Montecito, who’s net worth is about $2 million. The show is also had some guest star such as famous actors and actress who come to Las Vergas. Like the other two shows, this TV show has got millions of audience and is also viewed in other parts of the globe. The show also reveals the culture of gambling where people become so addicted that they start to cheat to win money. The show also advertises Las Vegas to the rest of the world of the environments and excitements of ‘Sin City’ and behind the scene of the gambling world that every move of us in the casino is watched. It has also won five awards and is nominated seven times.

In these Drama TV shows, the directors use technical codes and conventions. There are a lot of technical codes used so focus on the characters and the environment the show takes place. Technical codes make the show more entertaining and exciting where it focuses on different characters and scenes. If sound is said to be the symphony of the emotions then truly music plays a key part in this universal orchestra. Music has the ability to alter our mood, change our point of view and compel us to think, act, and respond a certain way. In these shows, music is used to tell the story and strengthen the already deep mood of this drama. At certain times the music dives to slow synthesized violin suspense, at other times it can lift the intense political mood to show hope and love in a romantic dulcet tune. Such codes are well applied in these drama TV shows. These shows are also viewed in many other parts of the world and are quite popular. The shows reveal the American culture and the American fashion to the rest of the world and the typical conventions are constructed through the settings and location, cloths and make-up, colors, and the music of each episode.

Television viewing is so overwhelmingly prevalent nowadays that living without TV is often considered an extreme deprivation. TVs are everywhere, whether you are in a hospital, auto shop, or in the dentist’s office, there’s always a television by the waiting area. It’s a useful tool to help you from the boredom of waiting. Sure, people got other things to do and there are magazines lying around the table but people are more intrigue on what they see on the TV shows. Drama TV shows like Sex and the City, Desperate Housewives and Las Vegas are the most popular TV shows that are aired here in America and other parts of the world and attract millions of audience all over the global. It is a common leisure time activity for these audiences. TV is one of the most popular forms of entertainment and will remain the most popular form of entertainment in the years to come.

Reflection
By doing this essay, I have learn the culture that is associated with TV. Television is everywhere we go to and has become on of the popular entertainment. In this research paper, I have learned how watching TV has changing the world in terms of fashion, living and education of other cultures. The addiction of television has become a way of life for many families but at the sometime they get to know people and places of other parts of the world and also learn others cultures. TV is and will be the most popular form of entertainment.

Technology and Culture

Technology and culture have both influenced each other equally. Technology has been directed as an improvement in our lives, but on the other hand, culture has been present in every invention, noticeable or not, and advancement in our evolving society. Technology is becoming focused upon more and more everyday, but culture is the determining factor that decides if there is a necessity for an improvement. There are endless views and perspectives that this situation can be viewed from, but without a doubt, technology and culture shape one another. Culture has been a part of our society, and way of life, forever. It is almost impossible to come up with an idea that isn’t influenced by culture. Picture our lives without cars, television, and computers. This would be an example of everyday life without technology. People could function happily in that type of atmosphere, but technology has changed our lives forever. Technology has definitely become the authoritative factor in our lives, but culture has shaped technology. Technology is made and used in such a variety of ways because many people who use the technology of today come from all walks of life and have different necessities, so to compensate for that technology must adapt to all different cultures.

In ‘Breaking Down Boarders’, Robert Samuels analyzes the intense use of today’s technology that are changing the culture and the society that we live in today. The public place are turning into private place where people get so used to the new technology that they start to discuss their own personal agenda openly. This also shows the behavior of people in public and how they socialize among one another. The cyber world is getting so advance and addicting that people are creating their own culture that is called “personal culture”. As Samuel states that “Personal culture derives much of its power from the fact that many of the new media devices are highly immersive: people on cell phones and laptops can become so involved in their own mediated worlds that they forget where they actually are and what they are supposed to be doing” (CC p361). This technology also allows us to function at a very high level where people constantly switch form on function to another and become more superficial. The science of technology has created an environment that it has influenced our culture in a way that we are stuck in the new technology era that it is very difficult to live a life without it and as new technology and devises are invented, the culture around us is also changing.

In today’s society people are so addicted to the cyberspace that they start to lose focus on their family and friends. This addicting has not only affected the health of the people but has also affected the family values and relationship as stated in Culture Jam “the family matriarch dies in front of the television, rigor mortis set in and her thumb is fixed on the remote” (CJ p46-47). Also in a recent survey (technology-timesonline), it showed how many teens in China have addiction problems to technology where they would sit the whole day long on their computers and add number of health problems. These health problems range from obesity to psychological issues and investigations are being done to resolve this and hope that the cyber world can be utilized in a more efficient way then producing addicts and psychological disorders. Technology has shaped and brought changes to many conservative cultures and this change may be a good thing and a bad thing as well. The use of technology between the Western and the Eastern culture is a great tool because many foreigners see and talk to each via computer, television and phones. A great tool is the introduction of skype via computers, which is free and everyone can communicate to each across many miles, yet enjoy and learn the culture of other countries. It may also bring people of many countries closer to civilization, which allows for a change due to the convenience of having such technology.

According to Neil Postman (CC), new technology brings about the winners and losers. Technology’s intrusion into a culture may bring a gain or lose, which at times doesn’t leave much for the preservation of the old culture. However, the new technology and the new culture associated with the technology bring new directions. An example would be going green, which will benefit the environment and its people as a whole. However, new technologies such as iPhone will bring about great profits to the corporate America but at the same time changes the lifestyle of many people. They get addicted to technology so much that it doesn’t leave any room for communication in person because everything is done via technology.

It can be further stated that at times people lose touch with reality and lose their social skills and also the etiquettes communication when socializing in real life, as Postman states, “technological change is neither additive nor subtractive (CC p373).” New technology does allow for change and in a huge way, which threatens many institutions. An example would whether taking an online class would be productive for a student or not. There is two of looking at it. Firstly it allows for the working students to earn a living and gain an education at the same time thus it may not allow much time to do interactive learning in classroom where teacher and student could learn and focus on things not understood at the same time. Secondly, the technology allows for one person to learn on their own pace but at the same time it does not allow the pleasure of instant feedback therefore, one has to wait for a reply from their professor. It can be gathered “new technologies compete with old ones—for time, for attention, for money, for prestige, but mostly for dominance of their world-view” (CC p372).

The perseverance of culture and the changing technology not only acts as a catalyst, but also allows by being neither additive nor subtractive. In the process there are loses and gains, which at times maybe good or bad. These changes can add to more psychosocial problems as discussed, or bring people closer to civilization by learning and understanding their culture and how globally we are interconnected through technology such as television, phone, camera, and computer. Technology allows easy access to things, which brings a bigger profit margin for corporate America. Technology also allows for addiction and more is demanded as many institution thrive and compete against once another to come with a better product which can allow one to dominate in the world such as iPhone and use of Skype across the globe.


Reflection
By doing this essay, I have learned how technology is associated to culture and how today’s technology is changing culture. Technology has definitely become the authoritative factor in our lives, but culture has shaped technology. The technology has addicted people in its own culture that they are so stuck in it and it is very hard to get out. This technological world has taken the peoples mind by storm and the more they get the more they want.

Since technology has made our lives easier, there are many disadvantages of technology. This technological world is there to stay and is getting more and more diverse as we go along and as new technology and devises are invented, the culture around us is also changing.

Advertisement and Culture

Calvin Klein

Pop culture is what we see, hear, speak, and are otherwise exposed to on a daily basis. The infomercials we see late on television, the billboards we see on the side of the road, the junk mail we receive, the links on the web pages we visit, and the radio commercials we hear all tie together to form this idea of pop culture. These, plus many other aspects, form our minds and teach us how to be culturally smart. Advertising is present in almost all forms of communication; the Internet, the telephone, the print media, the postal system, television, radio. The need for attention is one of the fifteen basic appeals that Calvin Klein has used to gain the attention of its male consumers. According to Jib Flowers, “the desire to exhibit ourselves in such a way as to make others look at us is a primitive, insuppressible instinct. The clothing and cosmetic industries exist just to serve this need, and this is way they pitch their waves.” Flowers also state that the advertisements such as Jockey underclothes and Calvin Klein jockey are aimed at males, “but the greater bulk of such appeals is targeted singlemindedly at women”. Advertisements such as Calvin Klein make the consumers be an object of fascination.

Advertisements also focus on brand recognition of its product and the unspoken words of the advertisement give the product that recognition in the market. Brand recognition is the extent to which a brand is recognized for stated brand attributes or communications. The appeal of colors and sexy bodies make one feel and be like it, when in reality all that is not true. The appeal of the pop culture today is very much embedded into our society then our original culture. Every advertisement employs an appeal that tries to find a way into our mind as it is discussed in Jib Flowers fifteen basic appeals.

In this advertisement, Calvin Klein uses young models to get the attention of the younger generation who are more into the fashion world. The advertisement uses both male and female models to get the attention of opposite sex audience. The colors used are black and grey appear on the underwear and bra with tan body with white background. The use of grey color with “Calvin Kevin” stands out. Five young white male and female models are wearing bra and underwear holding onto to each other tightly where their faces appear relaxed but shiny with good makeup. They are looking straight at the camera, where their main focus is to target the audience. The models are place in the juxtaposition, which is side by side and opposite each other. The environment itself is a photo shoot studio with white background in which the models are set as such that they fit like a glove and they are lying down side by side with heads down and feet up and vice versa. The logo on the advertisement shows Calvin Klein, which is place on the waist part of the men’s underwear and repeated on two more male models. The words are spaced out by having a female model in between each logo where the face is down toward the hip and the black bra creates a space in between, which shows the logo clearly and less busy.

Furthermore, the use of colors may indicate that it is geared to a certain population, which in this case is White young adulthood. The use of the black underwear, and bra with the logo of Calvin Klein in grey makes the logo standout based on the body color. Using the female and male models together is to attract the consumers attention where dark black hair allows the focus on the body and the curviness of the female body and how these products advertisement fit like a glove. The mood represented is comforting and relaxed which illustrates that wearing Calvin Klein underwear relaxes your body and it is very comforting wearing them. The position of model allows for the Calvin Klein logo to get the attention it needs. The promise this advertisement is trying to put across to consumers in real life is not true for everyone because everyone who buys Calvin Klein does have a six-pack or will have a woman with a thin, and curvy body. The advertisement seeks to persuade the consumers to buy a certain product, which is very useful indeed. In this Calvin Kelvin advertisement, it can be stated that the attention went to the way the advertisement was presented rather then the product or it’s name “Calvin Klein.” The use of the male models with the incorporation of the female modes makes the advertisement more appealing to the audience.

The Calvin Klein advertisement is focused of great male and female body, which in real life these models maybe even having an eating disorder just to get this body image. The image created by Calvin Klein allows for young adulthood minds to focus on their body and the product that supports that body image. The focus on the body image shows shiny, beautiful thin bodies to the bones where one can see the ribs allows the future generation to be like them in order to be able to fit into the society. This is the kind of image that Calvin Klein advertisement represents. The Vanity Fair statement states that “the recognition had to have been hard for a man who is so obsessed with perfection—in the clothes he designed, in bodies, in colors, in photographs, in houses, in the suits he now wears (made by Caraceni, once Gianni Agnelli’s tailor)—that he has spent much of his life in pursuit of it; the rigor of that pursuit is one of the things that define him as a designer.” This statement indicates his obsession and his vision of things he wanted to create for himself and how he used on these models to be a perfectionist when it comes to a perfect society. This imagines can also show a struggling population with weight issues cannot wear this brand.

Analyzing further, this advertisement also uses Jib Flowers need for sex appeal. The use of healthy, fit men may indeed attract their attention and create desire, but their willingness to engage in intercourse is rarely aroused strictly because of a man's body. The male models physical appearance plays a role in the advertisement, suggesting health and strength. The female models and male model holding them indicates domination in some way, which indicates that one can wear the Calvin Klein underwear and still be dominant in their own special way. The appeal of this advertisement use soft pornography by using female models and holding them in a certain way by being putting them in a passive and submissive role. The male models could represent being a homosexual or metrosexual at the same time, by appealing to both worlds of men, which is straight and gay population. The role of female model in this advertisement is there for sex appeal, which can grab the attention of the male consumers. When it comes to need for aesthetic sensations the photography is near perfect, the type style is well chosen, the layout could scarcely improved upon. Because the advertisers know there is little chance of good communication occurring if an advertisement is not visually pleasing.

The unique advertising campaigns and tons of celebrity backing, Calvin Klein underwear changed the public’s opinion of undergarments in pop culture and style. To keep their fashions at the cutting edge of men’s underwear, Calvin Klein underwear continually introduces new fabrics and new lines, geared toward the full spectrum of use, from everyday to athletic to special occasion. It would seem that while Calvin Klein certainly employs the notion of "sex sells" in its underwear advertisements; it is somewhat paradoxical to think that such ads will appeal to their target consumer. Pop culture shapes our lifestyle beyond our cultural boarders. Pop culture is embedded and delivered via means television, magazines, music, fashion and comic books. The need to wear a brand represents, the imagine of oneself and the society that one lives in and we must still try to realize that advertising is an aspect of our society and our lives, and it isn't going to go away. Pop culture is also embedded in our everyday life and will continue to grow as the advertising industry grows. As Jim Flowers says “In effect, advertisers over the years have blindly felt their way around the underside of the American psyche, and by trial and error, have discovered the soft point of entrée, the place where their messages have the greatest likelihood of getting by consumers’ defenses”.


Reflection
By writing this essay, I learned the importance of the advertising world and its effects on culture. Advertisements are part of pop culture that is present in almost all forms of communication; the Internet, the telephone, the print media, the postal system, television, radio. Every advertisement employs an appeal that tries to find a way into our mind and this appeal of the pop culture today is very much embedded into our society then our original culture.

I also learned that how advertisements uses the human body to get the attention of the audience and the use of color that is incorporated in the advertisements. Advertisements deliver that unspoken words to convince the public of the product that creates a pop culture. The appeal of colors and sexy bodies make one feel and be like it, when in reality all that is not true. After doing this essay, I will also be more focused in analyzing the advertisements that I will see on the TV or in public and the pop culture associated with it.

Fijian Firewalking

Fijian Firewalkers

Fiji Firewalkers explores Fiji's people, land and culture, with a special emphasis on the legendary firewalkers of Beqa Island. They perform the ancient rituals of the firewalking ceremony in the Fijian culture. This ancient religious ceremony often requires great strength and discipline of the mind, body and spirit. Followed by firewalking there is the meke, and a must have yaqona (national beverage – kava) ceremony which signifies sharing a bowl creates an invisible bond between the participants. Meke is a communal dance/theater combing singing, chanting and drumming. These three subcultures are interlaced by one another and woven tightly into the fabric of the Fijian culture.

The Island of Beqa is the home of the firewalkers, which is located off the Pacific Harbour Bay of Viti Levu, the largest island in Fiji islands. Members of the Sawau Tribe of Beqa have for over 300 years been passed the uncanny ability to walk on scorching rocks from their forefathers. The firewalkers consist of several male chosen from each village. Before the firewalking ceremony they are to observe for two weeks two strict rules, which are there must be no contact with women and eating coconuts is forbidden, so that they do not have severe burns to their feet. The preparation requires digging a pit a meter or more in depth in which a huge bonfire is build and after the stones in the pit are heated, the firewalking takes place. The placement of a long fern tree is laid across the pit, which contains the spirit of god. Nowadays the firewalking ceremony is performed occasionally for Fijians, but most often for the benefit of tourist at various resorts. The performance for the visitors is generally less traditional although the demonstration of firewalking is just genuine.

In addition, Hindus in Fiji as part of religious ceremonies also practice firewalking. The firewalking involves a lot of physiologically and psychologically preparation between the two cultures. However, Indo-Fijian firewalkers abstain from sex and meat that medicate till midnight and wear loose yellow and red robed like clothing because these colors signify spiritual cleansing and the use of turmeric signifies prosperity and power over diseases. On the day of the fireworking ceremony, the firewalkers bath in the river or sea before pundits pierce their tongues, cheeks, and bodies with three-pronged skewers. Again the ceremony has the components of dancing, street chanting and dance. According to Singh, “During the dance and the actual fire walking, the devotees appear to be in a deep trance. Their bodies are whipped before and during the ceremony and they do not appear to register any pain. It is believed that if they focus on the Goddess then they will be free of all harms.” These two events performed by two different populations represent the same components of mind, body, and spirit.

However, the meke ceremony is unique to the native Fijians as it allows expression and transmission of important historical events, stories, legends and culture to be handed down from one generation to another. Since men, women and children all participate in the meke, there are a combination of dance and repetitive rhythmic chanting, telling the stories of everyday life, or of ancient gods or of battles won. Different types of meke include the war dance, men's club dance, men's spear dance, as well as the men or women's fan dance, women's standing dance and the sitting dance performed by men or women. As, all these meke are group dancers in which the overall appearance and group co-ordination are important, it links with the spiritual world, which allows for chanting to begin and swaying of the dancers in the meke group. In meke every motion and act has its significance while the position of the dancers is equally important since, villagers of high birth have special positions in the ceremony, whom to place them in a subordinate spot would insult them. The dancers wear the traditional outfit such as clothes made of bark leaves and coconut shells with intricate designs, which signify stories of the war times and connect with spirituality. Mekes are performed at various occasions such as birth of a child, wedding ceremonies, funeral and festivities of spirituality. The use of war clubs during meke indicates the cannibalism in the historic times, which represents the great warrior gods who were cannibals and required human sacrifice. These stories are well integrated into the meke when done by the meke dances.

Another unique ritual to be observed during the Fijian firewalking ceremony is the drinking of yaqona, the national beverage also known as kava. The significance of the yaqona is also done ritually when welcoming visitors, sending village members on a journey, christening boats, casting magical spells, making deals and settling arguments. Though, men and women can both drink yaqona given the rank among the couples if they are to join an all male group, segregation of men and women is still practiced in the villages and also during the ceremonies. Yaqona ceremony allows one to explore and get to know the Fijian culture and it’s people and their friendly hospitality. It is that invisible bond that has no boundaries and everyone is treated as one as if everybody belongs to the same culture.

The firewalkers of Fiji perform the ancient rituals of the firewalking ceremony. Those rituals of firewalking, meke, and yaqona drinking are indeed unique to the Fijian culture since they are interwoven into the fabric of the Fijian society. Without each component one ceremony would be less ritual to another because they signify and carry a lot of meaning within each one as described above. What make this subculture unique are the traditions, the spiritual beliefs, physiological, and the psychological factors involved in the preparation of each ceremony and the importance it hold to the Fijian society as a whole. When comparing both the firewalking ceremonies between the Fijians and the Indo-Fijians it allows for same goals to occur that is allowing the mind, body and spirit to come together although preformed in two very different styles. As though, they both represent dance, chanting, calling of the spirits, it allows the performers not able to feel the pain associated with the firewalking ceremony, which is unique to audience watching it.

Reflection

The Fijian firewalkers remained me the cultures in the Fiji Islands where I have being born and raised. The fire walking ceremony and the meke dance was usual ceremony that I used to attend and learned a lot about the Fijian culture. After migrating to USA, I did not have a chance to see the fire waking ceremony and the meke dance. Writing this essay remained me of the subculture of the Fijian culture and it’s people and their friendly hospitality. It is that invisible bond that has no boundaries and everyone is treated as one as if everybody belongs to the same culture.

Perhaps nothing is reflects the Fijian reverence for tradition like agony (kava) drinking. Every home in the weekend will probably come upon the spectacle of a family sitting and drinking muddy colored liquid called agony. Kava drinking is also done in US but it is done only on certain occasions.

iPhone

IPHONE - AN AMERICAN ARTIFACT

America is known for high-tech when it comes to technology. Mass culture refers to information we receive through print and electronic media. In this generation I believe that iPhone has been utilized to its maximum capabilities. When it comes to technology, America is leading the world that is from producing an iPhone to sending crews to the space by NASA. The iPhone has so many features that it allows children and adults to enjoy any applications on the iPhone. This artifact shows the advance use of its application and the need of have one. The changes within the technology world are so fast that it sets a standard and the pace within the Americans are also changing rapidly.

The addiction for technology for the American population has taken over their lives. It seems quite clear that over the years advances in information technology had a dramatic and widespread effect on how companies use the technology to conduct their business. The use of technology at work not only influences the minds of the people working but also influences to make their lifestyle easier. The need to have everything in one space is important and makes everyone’s life easier. IPhone and its application have made life easier and keep everyone busy as this gadget makes one feel at ease.

According to Lasn, Americans are turning into annoyingly self-absorbed hypochondriacs. This is so true because as I have noticed that people are so self-absorbed into their iPhones that they sometimes forget to acknowledge another human being when waiting in a doctor’s office to be seen. The long lines to buy an iPhone was shocking not here in America but other parts of the world. Also the need to relax one’s mind is simple such as many American would turn to their iPhone, which allows one to use Internet and use social networks such as Facebook for chatting and networking. Children and adults are constantly affected by keeping themselves busy with these types of electronic gadgets, which allows no room for physical activity, psychological peacefulness, and no social interaction for verbal communication. These issues lead to serious problems again as described by Lasn some of which are social anxiety, manic-depressive, chronic fatigue syndrome, panic attacks and obsessive/compulsive.

In addition these disorders can be a contributing factor due to less human-to-human interactions because technology has overtaken the lives of the Americans. These psychological issues are taking a toll on majority Americans. Given the fact we are always so busy that we don’t have time for ourselves and when we do have free time, we get impatient and don’t know how to utilize it. People make comments as to how the iPhone has made their lives easier for not having to go anywhere for several things. With a click of buttons on the iPhone everything is within your reach. The technologies have embedded itself into the culture of each individual as the generations evolve and not having one, American feels threaten and are unable to function.

Given the above psychosocial issues and the rapidly evolving technology, the popular culture definitely represents a common denominator, something that cuts across most economic, social, and educational barriers. The popular culture allows the elements of everyday life, the artifacts and institutions shared by a society to be valued and represented as one, which are embedded into the American culture. The iPhone and its use of advance applications have made many users feel that they are in power and control. The iPhone is one of the technologies that are taking the consumers by the storm and getting use to one thing will bring a higher demand for more advance technology, which will definitely bring more culture issues and the fading away of the old cultures.


REFLECTION
I believe that Americans are quite advance when it comes to technology. The effect of popular culture has shown to produce a disabling effect on the Americans. According to Lasn, these disabling effects can cause psychological distress, which includes social anxiety, manic-depressive, chronic fatigue syndrome, panic attacks and obsessive/compulsive. Millions of Americans are suffering and some of these can be a contributing factor due to advancement in technology which allows for less human-to-human interactions.

With more time on hand, Americans tend to spend more time on the gadgets such as iPhone, which allows the user to use multiple applications at the same time. This allows for further dependency on the user and if they don’t get this then it builts up the psychosocial issues for many. These psychological issues and advance technology impedes ones from being physically active and allow for healthy minds to grow and not think for a moment and relax. The use of technology such as iPhone can be an awesome thing but at the same time mind-boggling. I have learnt a lot from the text about combining technology and it’s effects on the American minds.