Wednesday, 8 June 2011

week 13 - social issue, deforestation

Deforestation - areas that used to be forested are converted for other uses such as logging or agricultural ground. 

Leading reasons for deforestation:
 *Expanding of agricultural land
 *Dams and other development projects
 *Fires
 *Logging
 *Mining
 *Economic reasons
 *Inadequate management
 *Weak institutions
 *Reluctance to engage in purposeful industry policy

Whats affected:
 *Recycling of carbon, oxygen and nitrogen
 *Act as a filter
 *Affects the environmental balance
 *Whipping out homes and habitats of many animals
 *Lack of vegetation
 *Soil erosion

We need to balance corporate and human needs against the environmental needs of these forests. If we continue at the rate we are going at the moment all the worlds rain forests could be destroyed in the next 100 years. 12 million hectares are being cleared annually or 20 football fields every minute.

week 12 - Commodity fetishism


Use value and exchange value commodity self.
“Consumerism creates an abstract world of signs and symbols separate from the economic context of commerce & production.”
How?
Mass produced are emptied of the meaning of their production (the context in which they were produced and the labour that created them) and then filled with new meanings in ways that both mystify the product and turn it into a fetish object. 

Commodity culture and commodity fetishism

A consumer culture is a commodity culture that is were commodities are central to cultural meaning. Commodities are things that can be bought or sold in a social system of exchange. The idea of commodity culture goes with the idea that we create our identities, even in the slightest way through consumer products which can be called the "commodity self". Everything from your clothing to the car you drive create your identity. Advertising encourage people to think of such commodities as central to conveying your personality. They will sell the idea that if you buy a certain brand or product you will therefore become a certain kind of person. 

week 8 - Advertising, consumers Culture & Desire


Envy Desire & Belonging

The language of transformation they sell the promise that their lives will change if they buy a product. They use figures of glamour that consumers can envy and wish to emulate.
Attachment of the value of art to a product can give it a connotation of prestige, tradition or authenticity &culture value.
Example. Grey goose vodka advertising ads such as these construct consumers as having cultural knowledge – cultural capital. French sociologist Pierre Bourdieu identified different forms of capital in addition to economic capital, social capital, symbolic capital &cultural capital.
Social capital = whom you know, your social network, +the opportunities they provide you.
Symbolic capital = prestige celebrities.
Cultural capital = the forms of cultural knowledge that give you social advantages. It can come in the form of rare taste, connoisseur & competence in deciphering cultural relation & artefacts.

Commodity Culture
Commodity Fetishism – Commodities are emptied of the meaning of their production (the context in which they were produced)
-Marx – social theorist 19th century, the first to write about capitalism as a social structural element sometimes “use value” is outweighed by ‘exchange value’ (the more expensive the better)

Gruen transfer
Selling 4 Wheel drives
Selling them as cars,
Giving the consumer the idea that if they buy this car they will go off road and that if they buy this car they will get to go to these gorgeous place and have these great adventures.

Cause related marketing, Suzuki saying they will donate money to save black rhinos when it is only really $100 per car, trying to distance itself from it’s competitors.

Using voices to communicate masculinity.
Toyota oh what a feeling still usd as symbol of driver satisfaction, they still sneak it in.

Decode the ad
-Who is the ‘commodity self’ of the 4wd
-Consider connotations of voice over.

The commodity self for these 4wd ads are mothers/wife’s, the 4wd is sold as a car, they try to make them look more like cars and in ads try to portray them in a way in which they look more like a car.
They also try to sell the 4wd’s as a masculinity symbol, using a masculine and manly voice over and showing the car doing outrages things and very masculine and manly.

week 7 - Frank Gehry


What is the meaning inherent in the public buildings of Frank Gehry and why are they celebrated today but would probably never get started in the 50’s?

“I think the blurring of the lines between art and architecture has got to happen.” Frank Gehry 1995

vanity fair.com/culture/features/2010/08/architecture-survey-201008

*Guggenheim museum considered greatest building of the past 30 years.  It reached new heights, there was nothing like it. One of the top tourist destinations in Europe.
* “The first photo’s of the near complete structure, which resembles a gargantuan bouquet of withering silver fish, rendered a seismic shift in the global art culture.”
* Gehry didn’t learn his skills as an architecture in high class schools which meant he was an ‘outsider’ from the beginning. He considered himself different from the architects who would call him an artist.
*inspired by Chartres Cathedral and Robert Rauschenberg.
* Gehry presented a solution to Modernism architecture on the late 20th Century. His work comes from a reaction to post modernism, a desperate need not to go there.

Abc.net.au/tv/bigideas/stories/2011/02/08/3131899.htm

*creates bold, innovative and controversial buildings that stand out.
*Best known projects Guggenheim Museum, Walt Disney concert hall, Dancing house.
*1989 awarded Pritzker Architecture Prize.
*Architectural firm, Gehry Partners employs over 120 people.

Pastexhibitions.guggenheim.org/gehry/biography.html

*”…he has developed a unique vocabulary that reflects both the urban vernacular and his long association with contemporary artists.”
*His earliest work came from a modernist idiom suggesting the varied influences of Harwell Hamilton Harris, Richard Neutra and Frank Lloyd Wright.


*1950’s design and architecture was focused on simpler, more organic and more comfortable approach to architecture and interiors.


*1950’s architecture was criticised for it’s sterility, and it’s disregard for regional building traditions.


*1950’s mass culture began to dominate and this created a blandness in culture as television network executives in particular wanted to cater to the largest audience possible so they shaped their programs to offend the least amount of viewers possible.      

INTERVIEW
*when younger his grandmother would let him play with blocks she had gotten for her stove, they were jigsaw off cuts so all different sizes and weird shapes.
*tried chemical engineering but didn’t like it and wasn’t good at it.
* thinking about what he wanted to do he thought of what he liked and that was art, going to museums, music.
* out of a hunch he tried an architecture class.
* didn’t do great at first, flunked first class of perspective and was angry about that, then went back next semester to try again and got an a.
*also taking class in ceramics and art design
*his art teacher was getting his house designed by Raphael Soriano if Gehry wanted to meet him, gehry loved the drama and theatre of his work, he knew what he was doing, the starkness of his work.
*then took a night class in architectural design which he excelled in and was skipped to second year.
* he got excited at first about the social issues, comes from liberal family, loved the panacea,  could make houses for the poor, cities, city planning.
*always said he didn’t want to make houses for rich people.
*began to find excitement in the forms and spaces and being able to conceive something then see it built and work with the craftsman, a mind game to get them motivated, like directing a movie, gets more exciting now that he has more freedom.
*up until late 70’s when he built his own house,  he thought as an architect as a service/ business, hadn’t ad much freedom before then to do what he wanted and explore and play after having this freedom realized he couldn’t go back.
*house design was strange, chain link fence. He was trying to relate to the middle lass suburb that he was living in and when he dealt with it the neighbors thought he was making fun of them.
*range of creativity possible we should push it and explore it, takes an learned intuition, from looking around you understanding what is going on in the culture,  understand what is going on and use it to create ideas and as inspiration.
*creativity is like poking a stick in a deep well, you poke around and every now and then you find something.
*he trys to make buildings that will inspire people, move people, get a reaction from people, not just to get a reaction but to get a positive reaction, is in the hope he will stay friends with the people who he makes these buildings for.
*he said that every artist coms across issues that are constraints these are then turned into positives by the artist they use them to make there project. He had to make a project with no constraints and found it very hard, couldn’t find relevance. Turn constraints into action.
* tried getting the energy of the first idea and drawing to the finished building.
*have to find ways that express how we live now, we move on from the past, moving forward while learning from the past.


Sketches of frank gehry
*changed the look of a field that was very conservative
*free willingness of art intertwined
*architect/artist takes risks like artists do
*director
*he has his own way of doing things
*tried to find a way of finding a way to express personal in a commercial field.
*likes making things with his hands.
*60’s aligned with artist didn’t hang with architects, his colleague’s would think he was silly  for what he was doing but the art crowd didn’t and he liked what they did.
*artists didn’t stick to traditions, they were free, and pushed the limits.
*he first realized his style of architecture when he was creating his own house and it was innovative and daring and free with windows coming out and rooms all different sizes. Meanwhile he was designing Santa Monica place which was a shopping mall which was structured and clean the total opposite to his house.
*likes sketching and it’s freedom and hates computer creating.
*his colleagues think of architecture as x and a very straight forward way nothing out of the box as something with restrictions and rules.
*”everything’s been done before in one way or another the only thing that changes is technology.”
*annoyed by the rules his profession has as to how things are to be done, what can be done and what can’t. there is something threatening to letting go.
*injects feeling into objects. Expresses feeling into objects.
*finds inspiration everywhere, from a painting to a waste basket.
*grew up as a modernist where decoration was a sin, so he used materials to create character.
*channels light, paints his buildings with light.
*builds the buildings into the location doesn’t built in a location. 











WEEK 6 - Images with Messages

Photography of a time, a historical document only recognised as such in the fullness of time.

Culture *counter culture
              *subculture
              *high culture                     [visual manifestations and representations]
              *popular culture

Annie Leibovits managed to make statements through her photography this was after she she found the image of the guards rolling up the carpet sumarising Nixon resigning de to his corruptness. so her photograph tells a story and sums up the event and what was going on.

Woopie Goldbirg Connotation - emerging from white culture, all white
                            denotation-
annie worked on intuition and grabs the moment.

Donald Trump making a statement of their lifestyle, all about money, in both images wife and trump are always separated.

she innovated Rolling stone magazine by photographing on a white background which increased sales dramatically.


Steve Martin, artist emerged in painting.



Florence Thompson

Thompson was the subject of a photo taken by Dorothea Lange titled Migrant Mother (1983). It is an iconic image of the great depression. This is a form of documentary photography. It is amazing how one photo can sum up an entire era. The photo uses symbolism, Thompson's face shows the worry and struggle of life during the depression. She has to find a way to support her children who in the photo we can see leaning on her. This can be taken as a visual metaphor of them needing her to support them and take car of them.