Who is Saying What to Whom and Why (Now)?

Your responses ….

Who: Usher, Bank, MastercardA bank that is cashing in on popular music and women’s crushes

True … but why? Usher because his face is on the card, which sends messages to users and receivers of the card; a bank because it supplies the money and profits from the credit card fees; and Mastercard because it is the company that made the agreement with Usher and also profits in ways similar to the bank.

What is the message?A better explanation of your thought processes …• People buy his crap because he’s cool and better than anyone,

according to society• Associate yourself with a famous person … “by purchasing this

symbol of currency, you too can live like the stars”• Get this design and you will have the hottest man alive in your

wallet.• Get this card because it’s cooler than other cards and it will make

you cool.• He is wealthy, talented, powerful and apparently sexy. That is what

some young people want in a credit card. • If you buy this card, people will think you have good taste in music

(assuming they’re fans of Usher themselves)I wondered: Are credit cards like ring tones? Why pay for a fancy one

when a generic one is free? Do they really sell an image of success? Or individuality?

To Whom … Good answers, but needed more elaboration as to why you thought these things

• Someone who wants to be unique, Usher’s fans, possibly African Americans who like the “success” image of Usher and others who admire Usher as a person, mostly younger people, people trying to feel “cool,” people who dream of success and “living the dream,” Justin Bieber fans … “normal” people who want to live like Usher, people who want the latest thing out there.

These answers provide more explanation:• “Most likely, this is directed toward not poor people but lower

middle class people who aspire to have more money. Though Usher is mainstream R&B, listeners will be more likely to get it, probably more African Americans and I would assume more women because of the sex appeal. However, men probably admire his promiscuity so that may be a factor.”

• I’m not really sure who Usher’s target audience is and then we have to take into account who actually needs credit cards.

• Why: Again, good answers, but why do you think these things? Tell the reader your thought process

• To sell a credit card, promote Usher. • To profit on a trend. • The credit card company wants the same popularity as Usher• Add more Usher fans to Mastercard• Banks do this to gain a good reputation• So Usher can sell himself, to make Mastercard money• Get you to use their credit card because Usher is a big start right now

and also because credit cards are an important part of our lifestyles.An answer that demonstrates thought process:• “Mastercard wants people to use their card. I’m assuming it costs

more to obtain when there is a successful celebrity on the front, so it really comes down to money—Usher probably agreed because he was getting paid and honestly, who doesn’t want their face on something tons of people will use every day promoting their success?”

On to the next analysis … be sure to explain why you think what you think

This is a parody (not cast members, not a real product) … who are these guys? What is their social commentary and why?

http://www.youtube.com/watch?feature=endscreen&NR=1&v=GQTrSG4qgLs

Archetypes• Susan Boyle, a Cinderella story?• http://www.youtube.com/watch?v=RxPZh4An

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Cinderella: She starts out with a horrible life, wicked step sisters, cleaning duties. The Fairy Godmother gets her to the ball, she meets the prince and is transformed by a glass slipper

Susan Boyle: unemployed charity worker—failed singer, romantic exile—lived alone in her family’s home in Blackburn, Scotland. She was a 47-year old whose singing talent was obscured by her plain and aging appearance.

After her reality TV appearance, she was on Oprah with a makeover, and her performance racked up YouTube hits in the multimillions.

Archetypes• Joseph Campbell wrote A Hero with a

Thousand Faces … comparing patterns among myths. George Lucas was inspired by Campbell’s work.

• Carl Jung wrote about them from a psychological perspective

Common Archetypes• Hero … Harry Potter, Luke Skywalker• Angel (Wise old man/woman) … Glinda the

Good Witch• The child … Lisa Simpson, Calvin (&Hobbes)• The mentor … Mister Miyagi, YodaAnd many, many others …

Classic TV Archetypes

• So what are the archetypes for reality TV?• And how do we learn “who they are”?http://www.mtv.com/videos/16-and-pregnant-ep1-maci/1612283/playlist.jhtml

Case study: Jersey Shore, with cast bios

5 Groups of 4: This will be turned in• Each gets a character• You are casting directors. Based on what you know

about your character, why would you pick or not pick this person?

• What does this character type do for the show/storyline?

• Others have been cast. How does s/he fit in? Why?• Have you seen this type of character before?• Is this character a classic archetype? A new reality

TV archetype? How so?• What are his/her characteristics?

Discussion/Sharing of Archetypes

Keeping in mind this idea of how shows are cast to reflect archetypes, do you think the use of such archetypes in reality TV affects our expectations of real life?

Do we believe it’s more likely today for Susan Boyle’s to become Cinderellas than we have in the past? Why or why not?

Project Check In• What’s your idea? • What questions do you have? • How can I help? If you don’t know what you’re doing or want to talk,

come see me.