Commodity Fetishism: The Role of the Automobile in American Culture

Joseph M. Pellerito Jr., Frank Tridico, and Catherine Lysack. “The role of the Automobile in American Culture” Issues In Social Justice.  Landon Elsemere Press (2009).

Commodity Fetishism:  The process in which a commodity becomes removed from its own use value and often asserts external implications.  

 

Material goods have been used to represent ones social class since the beginning of capitalism.  One of the most significant symbols of a persons social class in America is the American automobile.  The ideology of “The American Dream” continues to promote these social implications and has become an a large part of American culture.  A product that was conceptualized as a means for transportation has become a competitive market of turning the simplicity of transportation into a battle of luxury and convenience.

The introduction of the automobile changed American culture forever.  The introduction of the automobile helped foster freedom and independence (119).  The automobile gave American’s the means to go where they wanted when they wanted as opposed to the scheduled departures of alternative transportation such as trains and boats.  The car parked in your driveway became an immediate staple of judgement.

“The type of motor vehicle a consumer chooses to drive is influenced by the brand image that is the result of a manufacturer’s carefully orchestrated media campaign.  For generations the vehicle type has provided consumers with a kind of symbol or badge designed to communicate a not-so-subtle message about one’s perceived status, role, personal aesthetic (e.g., taste), or financial situation” (130).

The automobile has become a very complex symbol.  The values of a manufacturer are embedded within their logo and the consumption of a particular brand binds the consumer to those values.  

 

 

 

Coolest Concept #3- Discourse

Discourse

Renzetti, Elizabeth. “He’s a multitasker of the highest order, but politicians need to give God a break ”. Globe and Mail (February 18, 2012. A-2)

“Nowhere is God’s multitasking more visible than in the race for Rupublican nominiee.”

Discourse is an approach to making sense of reality which often uses generalizations and preconceptions to achieve a collective understanding of any given topic.

This article in the Globe and Mail illustrates the discourse of “God” and “politicians.”  While these two discourses should never come across each other, the Republican party of Canada often reference their religious backgrounds.  As soon as we hear the word God or Politician, we internally react and interpret the news to follow based on how we feel about both of these discourses based on religious belief, and political opinion.  Discourse is both a positive and negative tool for understanding reality and is necessary for interpreting media messages.

 

Coolest Concept #2- Mainstreaming

Mainstreaming

Baluja, Tamara/Hammer, Kate. “First nations schools need funds, accountability, panel finds”. Globe and Mail (February 9, 2012. A-6)

“There is no first nations education system that consistently supports and delivers positive outcomes for first nations students in Canada.”

Mainstreaming occurs when minority groups who are usually marginalized and pushed off to the side, are brought into the lime light.  This is a concept that creates awareness of issues that are not normally on the agenda, and has the potential to create a social current that will demand political action.

The state of First Nation education in Canada has been an ongoing problem, however the gate keepers of media often place these articles at the back of the paper.  It’s not that the editors find these issues unimportant, they just tend to place human interest stories and national disasters on the front page.  It takes a great deal of pressure for minority groups to receive mainstream attention, because media attempts to appeal to the largest demographic possible.

This article is worthy of attention because it brackets and confronts the ideology that First Nations’ receive quality education for free.  The truth is, while the teachers on reserves are all qualified for the job, they lack the materials they need to prepare students for post-secondary education.  As our technologically based society advances, first nation students are left behind and are less likely to feel confident enough to attend university and create a life outside their reserves.

Coolest Concept #1- Interpretation

Interpretation

York, Geoffrey.  ”Spencer dies in bid to save him from hunt”.  Globe and Mail (February 10, 2012.  A-3).

“It all went wrong when the rhino fell into convulsions” 

“Until that moment. the operation seemed to be going smoothly. While the rhino wheezed and snorted under anesthetic, the vets drilled holes in its horn and applied an experimental new treatment, injecting the horn with an indelible dye and a toxic pesticide to deter poachers.”

This tragic accident occurred under surveillance of experienced vets with good intentions; however the plan to protect “Spencer” the rhino from poachers backfired.  This story can be viewed in multiple angles dependent upon ones previously constructed subjective values, as well as the interpretation of how the situation was handled.

Interpretation is an intrinsic component to every human personality.  It is an art that we consciously or subconsciously engage in thousands of times a day.  In the context of media, the audience of the message will internalize the information and engage in reflection while imposing non-rational feelings and values towards the given issue.  This article can be interpreted in many ways.  Many would be quick to blame the vets for using an experimental procedure on a healthy animal, while others would take into account that the procedure was meant to deter poachers that would have destroyed the animal anyways.

 

 

 

 

Assimilation: Trobriand Cricket

http://www.youtube.com/watch?v=0jTP7a9I0dU retrieved on February 5th, 2012.  Rouch, Jean.  Film Quarterly (Spring 1978)

Assimilation is when members of racialized and ethnic groups become absorbed into the dominant culture.  Quist-Adade.  ”Lost In Transmission: Representation of Racialized Minorities”.  Chapter 3 (Kwantlen, Spring 2012)

Amalgamation is when cultural attributes of diverse groups are blended together to form a new society.

In the  documentary “Trobriand Cricket: an ingenious response to colonialism,” British settlers arrive to New Guinea in hopes of assimilating the native Trobriands.  In an attempt to “humanize” the savage Trobriands, who are known to often be at war with neighbouring tribes, British missionary Reverend Gilmour decides to teach them the popular British game, Cricket.  The motivation behind this was to gradually introduce European culture with the objective of fully assimilating the tribes

Reverend Gilmour’s attempt to teach the game properly was unsuccessful, however the Trobriands blended the traditional British rules with their native values, and developed the game into a force that would eventually replace war, and provide a new way for reaching political decisions, without the use of violence .  The Troibriands incorporated spirituality, dance, body paint, and intimidating chants into their version of cricket; these rituals were often used to settle disputes of any kind, and also became a communal spectacle.

Gilmour’s motivation for teaching the Trobriands the game of Cricket seems to have been morally motivated.  The final outcome of his attempt to assimilate the natives was positive.  The trobriands took the  elements of the game they needed and imposed their own values.  Although the traditional British cricket bats are still used by the Trobriands, the chants, dances, and war paint seem to be the focus of the game.

To me, assimilating large colonies of people with the dominant culture of the world is not a positive vision.  The concept of amalgamation allows groups to incorporate multiple cultures, to form social norms that benefit the newly formed culture as a whole.  To me this is an effective way of allowing ethnic groups to preserve their historic values and way of life, while creating new ways of life that prevent war and other toxic solutions for solving disputes.

About Me

My name is Jordan Holloway.  I’m currently a second year student at Kwantlen Polytechnic University in the process of obtaining a Bachelor of Arts degree.  As of now my main discipline is Sociology, however that is subject to change dependent upon the potential career paths that reveal themselves to me.

I began my first post-secondary endeavour at the Pacific Audio Visual Institute in Vancouver, BC.  After a year of studies at the private institution I received a diploma in Audio Engineering & Production.  Although I valued the specialized skills I learned there, I felt it would be necessary to continue my post-secondary education to ensure my “success” in todays competitive and fast paced society.

My future plans upon completion of my degree are  still undecided, however the occupation I decide to pursue will benefit from my studies at Kwantlen.  Potential career paths include: entertainment management, social work, and law enforcement.  The sociology courses I have taken in the past have fostered creative thinking, encouraged tolerance, and inspired me to continue to consume knowledge and explore my human potential.

My interest in morality, social justice, and other Sociological issues keep me constantly inspired to  pursue this particular degree.  Social justice has always been an appealing area of study for me and I believe that mass media is a vessel that continuously shapes and reinforces social norms.   Having been raised by a great family who recognizes the importance of a good education, I’m excited to see what the future holds for me.

             Love and Light