Reflections during the do-nothing extended weekend

"I am particularly interested in

how you can't rely on your own perception"

Alison Jackson

Dear Media160 students,

thanks again for a good -very busy--weekend. I think the flow of information is becoming  smoother as we move along the semester. The number of issues I'd like to cover is always too high in comparison to the number of assigned hours for this class. I will continue to streamline the class to make the best time out of each session. I am open to suggestions and criticism about the teaching approach. Please feel free to contact me via email if you have any idea that you think will improve the way the contents of this class are delivered. Please send your suggestions to [email protected]. Your reading of these lines is being recorded via your computer video camera for training and quality purposes, please do nothing, it is too late already.

This is your task. Due date: Friday, October 21st midnight.

TASK:

Please watch the following video. This is the work of contemporary artist Alison Jackson and her way of constructing reality based on perception of reality in media.

 

And visit her personal site by clicking here.

Based on the last discussions on the construction of reality in media and through media please answer the following questions by posting a comment with them.

1. According to your perspective, and based on the video embedded above, write a comment with your thoughts/observations about the role of contemporary Art practices and the use of Contemporary Art as a form of Advertising distributed via Mass Media.
2. If you have to select a medium to construct a non-truth -as opposed to a lie--which one would it be? Why?

Please notice that there will be another blog entry introducing the practical exercise you'll engage in as a group to answer question 3 included in the printed sheet distributed in class.

 

 

Comments

[Juanferyr]

1.- Role of Contemporary art in Advertising.

According to the Merriam Webster Dictionary, Art is defined as the conscious use of skill and creative imagination specially in the production of aesthetic objects, by the other hand advertisement is defined as the innovative-creative way of attracting public attention to a product.

Based on these definitions we can note the fact that there is a very closed link between art and advertising itself. Both of them with it’s particularities are created with a touch of imagination and originality which compromises innovation of ideas in order to catch the attention of the public.

Contemporary art is the art created in the present -Contemporary Art is defined as the artworks produced after the 2nd World War- and the fact that the art is “contemporary” the current designs are able to penetrate any kind of medium. The economic and information system in which art is involved allows advertising to acquire meaning within a global communication net.

In a world where advertising is usually associated with art is remarkable to understand the difference between these two words. While art itself acquires an abstract symbolic capital , advertising acquires an economic capital which allows this form of expression to get the word out and turn into profit.

It is important though, to accept that both advertisement are usually great works or art, and that both art and advertisement provide information.

2.- Medium to construct a non-truth.

Advertising has based it’s existence in the concept of involving the full attention and interests of the consumer. Since the very beginning the concept of selling goods and services tries to pursue the motivation of the human senses of perception. Starting with pictures, the technology has allow advertising to fulfill the needs of seeking people’s attention in order to promote certain product, and as the technology develops we have been able to introduce motion and audio.

The fact that Video Art motivates and involves most of the human known senses and has the extra ability to “speak” and interact between seller and buyer, is the reason why I consider that this very effective medium of communication is the most effective way to construct a non-truth.

[Rorschach2000]

1) I think it's extremely interesting how an artist like Alison Jackson can have such an almost scientific approach to her artworks. She looks at society's absurd curiosity of celebrities much like a sociologist would and is able to gather results and findings that could be used as evidence in a similar manner. Contemporary can also create a great deal of influence on society without society being fully aware of it, such as the case of her non-truth advertising. In her non-truth advertisement she was able to change people perception of reality when it came to the celebrity she faked since the people trust mass media so dearly.

2) Video media, hands down, because if it was done effectively it would be the most convincing! in print media we can easily become skeptical and say 'that didn't happen!' or 'the author doesn't know what he's saying.' to a degree the same thing can be said to a visual photo, but a visual has the benefit of not just fooling the mind but also the eyes, a highly trusted instrument of the body. With a video we see even more, more angles and more people often times. We also would be more likely to trust the video source since it simply 'feels natural.' if the impostor acted, talked, and walked like the real person one would have to think it must be the person it is depicting.

[Juanferyr]

I found this interesting link.
Art vs. Advertisement

http://inventorspot.com/articles/it_art_or_advertising_12022

[Abby Benson]

1. I am incredibly impressed with the work that Alison Jackson has created. She took a risky step forward in her use of contemporary art mixed with “real” media to make her point that the eye can be easily fooled by what is real and what is created. As a society, we are so quick to believe that what we see in the media whether its on screen, newspaper or magazine, is real. We rely on the truths that the media provides because we really have no other source to which we can compare its legitimacy. I believe that the use of Contemporary Art in mass media is extremely successful and effective because it has begun such a fine art that it appears natural, and we choose to believe in it. Jackson's work showed how easily our perceptions are altered by the images we see (edited or not)-but we are the ones who ultimately make the decision whether or not the images that we see are real.

2. I would choose to use video media to construct a non-truth because I think that more people are convinced by this medium than others. This is why movies can seem so "real" and alive to us. Yes, a great deal of editing goes on in video as well, but I think that more people are familiar with photoshopping in photos to alter an image than how it is done in video. I think watching a moving medium as opposed to a still image such as a photo is more effective because the viewer can relate to the movement this medium provides which makes it seem more “real.”

[Kabao Xiong]

1. Technology has a huge influence over contemporary art practices. Now with certain kinds of software, anyone can be an artist (not to say that with the basic pen and paper in the past people weren’t). In the past, you cannot take an image/photo and make alterations. Today, people can remove facial imperfections and make individuals look completely flawless. Today, people can make an individual look thinner than her/his actual self. Anyone can manipulate a photo to make it look a certain fashion. However, I think it is interesting is that Alison Jackson doesn’t use a professional software (such as Adobe Photoshop) to alter the perceptions of celebrities in her artwork. Instead, she uses people to create a look alike and confuses our perception of the identity of a particular celebrity. Whether is a software or look a likes both are forms of contemporary art that addresses the concept of reality. Do we question who/what we in a magazine? Is that really Angelina Jolie? How do I know if I’ve never actually seen her in person…? When magazines publicize headlines and snapshots of a thinner version Angelina, how do I really know that it’s Angelina? The point is, we don’t really know yet we don’t question rather it is Angelina, or any celebrity we see printed in a newspaper or magazine, because we trust that it’s real. We trust that what our empirical senses tell us is true because our eyes won’t deceive us. We trust that the information the media offers is valid. This trust that we have in what we see, is to the advertising industry’s advantage because when we trust them, then also believes them and consequently, we’ll buy into their ideas/products.
2. I don’t know if this will be considered a medium, but I think the most effective medium to construct a non-truth is family and friends…people you trust because you know their values, have faith if their character and confidence in their insights. We are very social and we depend on our circle of trusted people for references to understand our environment. If most my friends bought a product and hated it, I would consider it their mistake that I need to learn from and not purchase the product for myself. In addition, it seems like we have a naturally trust that our friends and family want wants in our best interest therefore their insights are honest and provides both pros and cons.

[Michelle Wheeler]

1) Compared to the artistic movements of the past, we are now living in an artistic age dominated by deep—almost subliminal—messages. No longer are artists speaking to us through blatant scenes with lucid and definitive messages (such as some advertisements from the turn of the century). The beauty of art in general is that it’s always open to the interpretation of its viewers.

In terms of art as a medium for mass communication, however, I think that it’s easier for key messages to get lost in the viewers personal interpretation. Contemporary art, while not the most prevalent form of mass communication, is perhaps the most powerful. Basically, mass communication by means of ambiguous art is a riskier method of advertising than the mundane ads of the past.

2) While I typically assume a more optimistic outlook, I fear that if a non-truth were to be portrayed through a realistic medium, as with Alison Jackson’s work, society may take it too seriously. As Jackson stated in her video, art is a powerful medium that can manipulate public opinion with ease. For example, if an artist is trying to make a statement on—oh let’s say the objectification of women in media—viewers will react differently if the message is delivered through a comic strip versus a promiscuous photograph.

Sadly, when it comes to the media’s influence over culture, people are idiots (I’m not exempt from this either). We rarely see our surrounding world through a critical lens. Instead, we just accept what we perceive as reality.

[Julie Fergus]

1. The reason that many individuals are so fascinated with art is because its purpose is often implicative--embedded within the piece of artwork. Media and advertising experts have realized this aspect of art, which is why art and media have become so heavily intertwined in contemporary society. The importance of advertisers' use of art is that their ads can know carry implied meanings that may or may not be true, but that their audiences will inevitably pick up. This strategies allows advertisers to spread "non-truths" without explicitly stating any facts that lack concrete evidence. For example, Alison Jackson's images of Princess Diana carry many implied and subtle messages--for example the cause of her death, the weight of her death on British society, etc. Whether or not these messages are true is irrelelant, because Jackson can share them without actually claiming that they are true.

2. Television is the easiest way for advertisers to construct "non-truths." When images are printed, viewers have the ability to think about them and process their content for extended periods of time, allowing the viewers to form skepticism regarding the ads' content. However, when images flash before the eyes of viewers and then instantly disapear, audience members quickly form a rash response to the ad and its message without having much time to reflect on its content. The ability for advertisers to flash these images is disapearing though, as recording devices and pause/play features are now accompanying many cable t.v. packages. Thus, for now television advertisers hold the key to constructing "non-truths," but all advertisers are going to need to start getting creative if they want to continue creating these "non-truths" for the general public in the future.

[Massey]

1. I think it is interesting and unfortunate that contemporary art is used in advertising. Much of the art is forcing us to look at our culture and actually analyze it instead of blindly accepting it, it makes us more aware of our surroundings. When it is used as advertising it might still make us more aware of our culture but since advertising is a huge part of our culture, and it is now advertising, it fails in completely forcing our analysis on ourselves.
In Alison Jackson's work she is trying to get the public to think about why the infatuation with celebrities. She does this effectively by showing them in scenes one wouldn't think of them in, but once she adds a products label to them they lose much of the forced analysis and instead just promote a product by catching the viewers attention.
If the picture is used as art then the viewer believes there is some message trying to be conveyed whereas if it is an advertisement then the viewer believes the message is buy this product.
2. I would use video media because it fools the eyes and we put an enormous amount of trust into what we see. if done correctly people wouldn't even question it and then be fooled.

[Alora Killian]

1. Contemporary art is smart, stylish, sometimes funny, and -in the case of Jackson's images- relevant to current pop culture. All these concepts can work together to create a convincing and significant advertisement, as long as they relate to the product. I for one, love looking at well-crafted images and current designs when they are used to advertise a consumer good. To me, a stylish and entertaining advert is not only eye-candy, but also an excellent example of mass media being used to the fullest. I think that contemporary art should continue to be used in media, for well-done advertising is a delicate art, and contemporary practices (such as Jackson’s works) give the viewer an advertisement that not only looks good, but really says something (either about the product or about the image).
2. I would choose digital art as the medium to construct a non-truth. Not just photographs, but more like photoshop. For example, there's a popular internet meme in France where Nicolas Sarkozy tagged himself in a Facebook picture of him supposedly wrecking the Berlin Wall. However, he was not there, and the whole thing was a farce. This prompted quite a few silly images photoshoping Sarkozy in various historical events, such as the moonlanding and the Yalta conference. Everyone (hopefully) knows the images are lies, but it gives the viewer a different perspective of the French president, that they might not have had before viewing the image. There's more information (and lots of pictures) here: http://knowyourmeme.com/memes/sarkozy-was-there Anyway, not only is this a great way to construct a non-truth, it's also fairly entertaining, which is why I believe photoshop is the best format for non-truths.

[Apps 55753818692 1276800263 420dd17bdfba7c2073dcc6e3895de66e]

1)To me, it seems that contemporary art has shifted from something such as a painting or ones own creation to something that someone can skew or alter in order to create the image they want. We see this all the time in contemporary magazines such as "People" or "Cosmopolitan." They worship celebrities. They create stories that shouldn't be reported on in the first place. The take an image and use it out of context in order to create drama about a celebrity so that people will read it. It's poor artwork and shouldn't be viewed as notable artwork. Also, people's obsessions with celebrities has reached such an outrageous level that we will read anything whether it is true or false. This allows big mass media advertisements to reach the masses - because they know that when it comes to celebrities, people will read it. So what do they do? They create media pieces that are often fictitious or skewed.
2) I would probably pick the lie. This is because the non-truth might resemble something that people would misinterpret or misunderstand. We saw examples of this in the video. Jackson created images that weren't lies, but non-truths, and people took the wrong message from them. At least with non-truths, people might be able to determine if the image is just a joke or creation, rather than drawing a conclusion based on misleading information.

[Klefsaae]

1. Contemporary art, as described by Jackson, is all about imagery and the message that the images' viewer thinks or feels when looking at a particular image. Undoubtedly, Alison Jackson's work has created a lot of buzz throughout various types of mass media. Although her work can be seen as controversial or even deceitful, I feel that her work is valuable contemporary art for advertisement and also can be seen as humor. The best part of Jackson's work are the underlying, almost "embedded" messages of her art. As a form of advertisement, this aspect carries huge value because it creates controversy, buzz all surrounding a specific product, which is a key part in creating a successful advertisement.
2. I would chose digital art as a medium to construct a non truth because it is far easier to deceive your audience with a single picture rather than a video or painting. As the saying goes, "a picture is worth 1000 words". A non-truth in the form of digital art, like Jackon's, can carry many underlying themes which can influence large amounts of people, all by simply forging the identity of a famous American/world icon to promote a product.

[Ballmeup45]

1. I liked the way Jackson portrayed the images as being humorous one way, and yet dark and serious just by changing one aspect of the picture. Jackson is using the underlying statements that she is making to really put a message or thought in your mind. She is making you believe that the Queen is really doing those things, and because we rely so much on eyesight to prove whether or not something is real it is very easy to fall into her "trap".
2. Any sort of art using a camera, whether it is video or photo is by far the best way to trick your audience. With things like Photoshop and many others it is far too easy to make things look real and deceive the viewer. This is why Jackson is so successful because it is so easy to picture those people doing those things when it looks so real.

[Konomi Takemoto]

1) I was amazed how easy it is for us to believe something that is completely created by the work of Alison Jackson. It was actually very interesting what happened in my head while I was watching the video clip. I knew these pictures were not real but the instance I saw them I believed it anyway. I think the reason I did this was that I really do not know what’s real or what’s truth, or maybe I do not really care that much since I always think these famous people or celebrities as people who live in “different” world than I do. So it was not so much about if the pictures in the video clip were real, but how interesting or intriguing to me. This is especially true when I saw celebrities doing what we do in the pictures and the pictures functioned as media to remind me that these celebrities are just like us, not so different. Contemporary Art practices (manipulating pictures and distorting what is real) are very successful and have played an important role of creating the materials that we are easily fooled whether it is real or not. But it is also important to realize there are realities in Mass Media (not the ones created) that have caused positive influence on our society.
2) I would choose a medium that the audience can participate, like video chat. The other day me and my friends watched the movie created by Doctors Without Borders. We had to buy “ticket” from the website to watch the movies beforehand and people with the ticket were able to watch the movie online on the certain day and time. What was very interesting about this was that after the movie the audience was invited to chat room and one of the representatives from Doctors Without Borders organization answered all the questions that the audience sent via chat. It was very “real” to me because someone was (kind of ) talking to you and questions that the audience sent showed up side of the screen. We did not ask questions but every audience was allowed to ask 5 questions. I think this kind of medium is very effective to show what is real to the audience.

[Amy Mund]

1. I agree with Alison Jackson when she says that art with advertising narrows the scope of the artwork. I believe art is still art even when it is used in advertising, however it cannot be interpreted in so many ways, like Jackson said. The image itself is not changed, so it is still art. I see no reason why art should not be used for advertising. If the artist has no problem with using for advertising, then it can be used. Perhaps it is a good thing that art is used in mass media because more people will be exposed to art than would have been. Not everybody will go to an art exhibit but many people watch tv or read a magazine. While these observers may not get the "true" meaning of the art, they will be exposed to something that they may not otherwise have been. So overall, art in advertising is a good thing.

2. Photography would be my medium of choice because people are inclined to believe photos, even with photoshop being a common thing. This is what Alison Jackson works with in her art.

[Max M.]

1. In order to evaluate the role that contemporary art has played in influencing mass media, one must first define ‘contemporary art’. The Wikipedia definition states that it encompasses all post-WWII art (http://en.wikipedia.org/wiki/Contemporary_art). When viewed from this perspective, the role of art has been huge in mass media, with the humorous pieces of Alison Jackson making up just a tiny portion of a greater body of media art. When considering the breadth of this field, which ranges from the design of brands and labels to the animated GEICO Gecko, one sees that art and advertising have a long and integrated history. Perhaps the effectiveness of combining art and advertisement has more to do with our largely visual perception of the world than an actual correlation between the artwork and the product. Regardless, the two certainly go hand-in-hand, although it is not always clear whether art drives advertisement or whether it’s the other way around.

2.Personally, I would select photography as the medium to manipulate, since there are so many resources available to successfully do this, coupled with the fact that I have the most experience in this area. The manipulation of images is also very effective in conveying a message because people are predisposed to believe the authenticity of a picture, even if they would label it as fake based on the content. This is unavoidable because we are hard-wired to rely so heavily on our visual senses to distinguish reality from fiction.

[Max M.]

Apparently the link didn't work right, let's try that again...

http://en.wikipedia.org/wiki/Contemporary_art

[Katie Caffrey]

1) The idea that our perceptions are not always reality is both terrifying and intriguing. Contemporary art has its place, but when it is crossed over into the realm of advertising, it crosses a fine line of what is ethically acceptable. Even Alison Jackson talks about her internal conflict when she was first asked to use her contemporary art for advertising. She eventually agreed to use her art for advertisements but noted that many people cannot distinguish between reality and fiction which is a frightening truth. She wanted her art to have the right intentions and a meaningful purpose rather than being simply attached to a brand. I like the fact that Jackson's work challenged so many societal norms and caused people to think about celebrity images.

2) Jackson's impact on society proves that photography is a very powerful medium. Her ability to alter reality and affect so many people through her work showed the great influence photography has on culture at a global level.