Text-based Assignment #3: part 1

When beginning the Gitlin’s chapter, “The Media in the Unmaking of the New Left,” I had an idea of what this particular quote (“The observer changed the position of the observed”) meant, however, after reading the article, I believe I have a different understanding. Last semester I enrolled in a class titled, “Justice and Pop Culture.” Interested in what I would learn throughout the course of the semester, I was intrigued after the very first class. I was informed that I was media obsessed! We all are. It would be nearly impossible not to be influenced by the media on a day-to-day basis. From billboards to clothing logos, every one of us, without exception, are influenced by the media. With this being said, the media has changed the position of the observer into the observed. Gitlin (2009) states, “The media were far from mirrors passively reflecting facts found in the real world, true: out there among others. The media reflection was more the active, patterned remaking performed by mirrors in a fun house” (334). What Gitlin is attempting to stress here is that the media chooses what story, or truth, to represent. Is the media merely “re-presenting” the facts, or choosing how to manipulate its audience towards a particular ideological perspective? Looking at the SDS and the difference between original and new members, detecting the media’s influence on the anti-war movement was undeniable. The media played a pivotal role in shaping the image of a newer generation of members. New members saw a certain “truth” depicted by the mirrors of media, flocked protests and rushed to become leaders within the movement.

Looking at social movements, specifically the ones we have covered throughout this course, I immediately thought of two movements that are heavily influenced by the media: the Environmental Movement and the Animal Rights Movement, more specifically, PETA. Rarely does a day go by where I am not bombarded by some form of eco-friendly media representation. From fashion to automobiles to trendy alternative grocery stores, the media has amplified becoming a “green” do-gooder. Even celebrities have jumped on the bandwagon. This is not to say that becoming environmentally conscious is a bad thing, it most certainly is not. The problem here is what Gitlin alluded to in his article; the publicizing of social movements via media outlets has created dissonance between the base of the movement (the political agenda, goals, aspirations) and the image displayed by the media, thus, new recruits and future of the movement as a whole. The environmental movement has many “performing leaders,” or celebrities, as Gitlin states. This is not limited to celebrity faces such as John Travolta, Chris Martin, or Brad and Angelina. Presidential candidates often take a great interest in global warming and other environmental concerns only to be later drawn out and little is done. Or in the event that a movement figurehead seeks the movement’s media presence as an opportunity to push his or her own agenda. The media facilitates this type of illusion to the masses, as Gitlin (2009) states, “The revolutionary mass, to be turned on by media buttons” (340).

Turning to the animal rights movement, I would first like to state that there are indeed many contributors to this movement with the purest of intentions to help animals on a large scale. However, as some sources suggest, there are many leaders at the peak of the movement that stray from the movement’s original cause. Considering many of the celebrity faces that are used by PETA in attempt to reduce the amount of animals killed for fur clothing, I would argue that many of the celebrities do in fact own fur products or at the very least wear leather. PETA has transformed into yet another avenue for celebrities to have their faces advertised to the world, or American popular culture. I feel this is unfortunate because, as I stated, there are many people who work diligently to assist animals in need of help. PETA should not be just another faculty for celebrities in need of a career booster.

More to follow…


http://www.dailymail.co.uk/tvshowbiz/article-564215/You-hippy-crites-When-comes-saving-planet-celebrities-practise-preach.html