Reading Cultures, Politics of Representation - Essay Example

? Reading Cultures: Politics of Representation Reading Cultures: Politics of Representation We start the analysis with Woodward’s observation that representation of identity functions in symbolically classifying the world and the relationships within it (Woodward, 1997: 8). She argues that representation does work to construct identities and identities are usually marked through symbols. The construction of identity is both symbolical and social. For example, Woodward argues that more often, the construction of national identity is gendered; however, identity is often marked by differences (Woodward, 1997:10). The emergence of identities is linked to historical specificity; the conflicts that exist between identities can be traced to a given time. This proves that these differences are historical. Research shows that people invest in identity positions. In the representation of identity, Woodward insists that one should have a clear understanding between cultures and meaning (14). Representation involves practices and symbolic systems through which meanings are produced. Representation as a cultural process establishes individual and cultural identities. Systems of representation provide avenues for which individuals can position themselves. A good example that Woodward gives is the narratives of soap operas and the semiotics of advertising which he believes assist in the construction of gendered identities (14). If we link history to identities and representation, we consider the example of marketing promotions that Woodward looks at the promotion creates new identities at a given time. Advertising sells things and; therefore, it targets appealing to consumers and utilizes images, with which consumers can identify with, all practices that produce meaning involve relations of power, so in this case, politics plays the source of power in the aspect of representing identity in the advertising campaigns (Woodward, 1997:15). Inthorn looks at a wider European identity and its relation with the media. The media play a crucial role in the creation of identity. Advertisers are known to influence media coverage on political issues. This, therefore, affects the representation of identity. The press, in the case of Europe functions, to describe what Europe is about, the press promotes national identity, and this is achieved by referring to the past. The press also evokes a concept of taboo behaviour in European politics. The role of European politics is to promote the European identity (Inthorn, 2010:54). Hall and Du Gay argue that many studies have proven to equate cultural studies with the theory and politics of identity. They argue that the role of politics in to question the formation of identities and how they are taken up through the practices of representation. In a different perspective, it is argued that identities are produced within the play of powers, representation and difference. Hall illustrated that the formation of identity operates across the notion of difference. He examines the sassures linguistic and staturalistic approach of presentation. He argues that binary oppositions a marking difference is essential for producing meaning. He considers language as a system of signs to represent ideas and concepts. He concludes that there is no natural relationship between signs, and its signified meaning an example is the ideology that west does not mean anything without east. Is theories have been used in the development of the approach of semiotics, the other approach is the linguistic model which concentrates on cultural objects and practices are treated as signs conveying meaning through representation. Woodward also observed that cultural identities are constructed in relation to or differences from the others this construction usually appears in binary oppositions that are the concept of them and us. Let us consider representation and identity in advertising images. Schroeder and Zwick study how masculinity and interacts with consumption of imagery products, desires and passion in advertising and consumer culture. They argue that consumption plays a crucial role in constructing, maintaining and representing of male bodies. They further state that all products are usually rendered of normative sexual dualism reinforced and maintained with the interlocking cultural institutions of marketing communication and marketing segmentation. Advertising plays a vital role in promoting dualistic gender roles and prescribing sexual identities. They observe that most advert campaigns target gender identity drawing their subjects primarily from the stereotyped iconography of masculinity and femininity. Therefore, gender representation interact smoothly with the logic of the market advertising representation and consumption practices, this provide a meaningful system of difference (2004, 21). The male body and female body is utilised as a visual representation in advertising. The interaction of representation, consumption and identity interrelate to construct maintain and circulate conceptions of masculinity or femininity through advertising imagery. Whereas the female identity is linked to consumption, the male identity is a useful site for identity formation and contestation. Masculinity is semiotically connected with femininity. The issue of masculinity and femininity works in the representation of gender and gender roles within gendered targeted markets. Advertisements influence the perception on masculinity and femininity. The role of politics in identity representation especially gender identity is to advocate for the resisting of sexist stereotypes. Schroeder and zwick observe that masculinity is one gender identity that has political influence (2004:27). Schroeder and Zwick look at an advertising advert Coloma liquor de cafe that marketed man. The advert portrays a man whose self-confidence is boosted once he consumes the Coloma liquor. The advert is a representation of the male gaze and suggests reordering of limits within the male discourse. The man is portrayed as giving himself more attention than his date; his reflection clearly not anything close to the man we know represents his narcissism as well as his insecurity. Identity politics has proved useful and has an empowering purpose. The politics of identity focuses on subjects and what they face in their day-to-day activities. Political activities involve procedures and outcomes. Feminists’ identity politics functions to articulate women’s understanding of themselves. Women are able to share experiences of femininity from social injustice. Gender identity is socially constructed (Segal, 1997:32). The basis of identity politics concerning women was due to the rising cases of women’s oppression. An excellent example is the cases of racism that black women face. The issue is widespread to the extent of black women formed the black power movement in order for them to fight the issue of racism. This movement made a division in the feminist movement. The group focussed on the issue on the issue of racism and the rising cases of the struggle between men and women. Willford argues that the political activity is made unique due to its ability to reach a large number of public. For a political campaign to be effective, it should have an objective and a group that it represents. There has to be a linkage between the leaders and the led. Political role in representation of gender especially the feminine group function is exclusively to represent women’s interest. The feminist political movements present policies and programmes that function to overcome the structural and situational constrains afflicting women (Segal, 1997: 30). These programs use extensive advertising to reach the targeted groups that are the oppressed women in society. The adverts may include posters that portray angered women who are ready to fight the oppressions faced by women. The other modes of advertising would be coming up with media advertisement of the laws that protect women from all forms of oppression. Just like in Ireland, the major purpose for the big involvement of women in politics is in order to rid the society of the notion that politics is a man’s business. The feminist participation in politics is of importance since when compared to the male counterpart the female politician has the ability to compromise, is honest has the capacity for hard work and is approachable. The feminists with these characteristics make her a serious candidate in the representation of the issues of gender identity. Most advert campaigns target t encourage women to join politics this way they can unite to represent the issues affecting women. The lot that encourages women s believes that situations affecting women would improve if most of them were involved in politics. The society is keening on the ability of the women representatives to welcome an era of settled peace and sweet reasonableness. Feminist movements across the world target the change and liberation of women this change does affect the whole society. The issue of identity politics is too person-centred; most activists argue that identity politics relies mainly on the notion of sameness to justify its political mobilization. The identity politics does not consider the ideologies of politics but rather it does sideline critical, political analysis (Stanford University, 2007: 5). Lets us look at the issue of identity being marked through symbols; gender identity can have a number of symbols that represent it. Woodward argues that there is an association between the identity of a person and the things that the person uses. For example, the identity of women during advertising does concentrate on the femininity of women. The advertising of things such as cosmetics does bring out the concept of beauty that is a part of women. Political representatives of women who target to promote a campaign against the oppression on women can target the beauty of women in promoting the campaign. For instance, the fragility of women can be targeted in this campaign by expressing the need to protect women from this oppression thus in a way we maintain their beauty. Beauty in the representation of the female gender does serve as the signifier of difference and identity it is usually associated with femininity. Therefore, it is true to say that all females share common characteristics, and this does not alter across time (Woodward, 2007: 8). Society has embraced ICT and the issue of globalization on identity formation. The ICT field has been highly utilised in the advertising of issues affecting gender identity. The fact that the world is considered global village thus many feminists movement has targeted the fight against oppression of women as a global fight. Many political groups have formed global unions that see to it that the campaigns that tackle the issues that affect women are handled. Most social changes and identities are influenced by technological innovations. This is because is one effective way to relay information and embrace social and cultural dimensions that shape society. Advertising does embrace technology to promote the issue of identity and the presentation of identity. In conclusion, we can say that the issue of whether a political representation can influence the representation of gender identity has proven to be an effective way. The new technology has proven effective in relaying information in that has to do with representation of identity. The Global fight against matters that affect women is one way that has proven to promote gender identity through a political system (Mustafa. 2006: 1310). Bibliographies Brooker, W., 2010. “Now You Are Thinking Portals .” International Journal of Cultural Studies: Media Training For A Digital World.553. Stuart H., Paul du G., 1996. Question of Cultural Identity. London. Inthorn, S.,2010. German Media and National Identity. Mustafa, KOC.,2006., “Cultural Identity Crisis In The Age of Globalization and Technology.” Journal of Educational Technology, 1303-6521. Segal, L., 1997. Sexualities: Identities and Difference. London: Sage, Woodward, K., 1997. Identity and Difference. London: Sage/ OU press, Zwick D, & Schroeder J.E., 2004. “Mirrors of Masculinity: Representation and Identity in Advertising Images.” Consumption,Markets and Culture, 21-52. Read More