What is the Cultural Significance of 'Heat Magazine'?

I'm going to write my media culture report about 'Heat' Magazine, primarily focusing upon gender representation.



I intend to look at how both women and men are portrayed in the magazine and how this effects each gender repectively.



I believe i'll find that men are seen as sex symbols and the reasons behind women's problems; whereas women are seen purely asthetically and that their appearance is everything.



Folowing a report released this month by Dr Linda Papadopoulos, claiming that magazines are responsable for the sexualisation of young people; i'm considering at looking at the importance of sex in the gender representations: through photoshoots; comments about appearance and mainly through my virtual ethnography of 'Heat World' the magazines accompanyign website.



Reading List:

# Asa Berger, A (???) Seeing Is Belieivng: An Introduction to Visual Communication, 2nd ed , Mayfield Publishing Company, London
# Barlow, D and Mills, B (2009), Reading Media Theory; Pearson Education Limited; Essex
# Franklin, B (2005) McJournalism, Journalism: Critical Issues; Open University Press; England
# Hartley, J (2006) Communication, Cultural and Media Studies; The Key Concepts; 3rd ed, Routledge, Oxon
# Hicks, S (2008) Gender Role Models... who needs 'em; Qualitative Social Work: 7; 43
# Krais, B (2006) Gender, Sociological Theory and Bourdieu's Sociology of Practice; Theory Culture 23; 119
# Richardson, D (2007), Patterned Fluidities: (Re)Imagining the Relationship between Gender and Sexuality; Soiology; 41; pp457
# Selzer, A (2010), 'The Aftermath of feminism: gender, culture and social change' by Angela McRobbie, Gender and Education, 22: 1

Hypermodernity/Supermodernity

Key Features
This cultural theory is described as being so modern, that it changes the way we look at everything else, both in the future and historical. Historical artefacts are seen as being acquired in a ‘lesser’ time; therefore they clutter up today’s culture.

Hypermodernity is said to reflect an intensification of modernity. Characteristics of Hypermodernity include: a deep faith in humanity's ability to understand, control, and manipulate every aspect of human experience. This can be seen in the commitment to science and knowledge; resulting in an emphasis on the value of technology as a tool to overcome limitations; as technology is worth more today than it was during Postmodernity. Our knowledge has grown because of it.

Other features of Hypermodernity are: a commitment to reason and the ability to improve individual choice and freedom, through a view of plausible truths. This is supposed to result in expanding wealth, better living standards and medical advances etc.

Key Theorists
# Gilles Lipovetsky
# E, Etzioni-Halevy
# Marc Auge
# Sébastien Charles

Reading List
# S. Charles and G. Lipovetsky, (2006) Hypermodern Times, Polity Press.
# S. Charles, (2007) Hypermodern Explained to Children, Liber, (in French).
# S. Gottschalk, (2009) Hypermodern Consumption and Megalomania: Superlatives in commercials; Journal of Consumer Culture.; 9: 307-327
# M. Auge (translated by J.Howe)(1995).– Non-Places: An Introduction To An Anthropology of Supermodernity ; London
# E. Etzioni-Halevy,(1998) The new theories of postmodernity and hypermodernity : Social/ideological context and implications for inequality; International Journal of Contemporary Sociology; vol 35, no2, pp 189 – 207; Joensuu University Press, Finland

How could I apply this to my Research?
As I am studying Heat Magazine for my research project; I would focus upon this part of hypermodernity;

‘a deep faith in humanity's ability to understand, control,and manipulate every aspect of human experience’

The magazine producer’s understand their readership, so know what to print in order to manipulate them into buying the magazine and treating it like their own Bible. An example of this is seen in the issue of weight; Heat Magazine know their readers care about their weight so by constantly featuring stories regarding celebrity’ weight and ‘how to lose weight like this celebrity did’; they know the reader will buy the magazine.

Manipulation of human experience can be seen in the subliminal messages of the magazine and with the constant emphasis on celebrity and how we should all aspire to be like these celebrities.

Finally, when I complete my virtual ethnography, I will be following the hypermodernity idea of the importance of technology.

Postmodernism

This weeks reading is by Mr Dick Hebdige and is entitled, 'Postmodernism and 'The Other Side'. I did find this reading a little bit baffling at times; as i just couldn't see what he was trying to conclude: one minute i thought he found Postmodernism to be a bad thing and the next it seemed like he was a fan.



Main Points

• Many things are referred to as being Postmodern: it's a bit of a buzzword
• Post can be different in different national contexts e.g UK vs USA and London ICA vs Gallic anti-populism of Lyotard
• Postmodernism can fracture through negotiation and be seen as a form of change
• There are 3 negotiations of postmodernism: Against Totalisation; Against Teleology and Against Utopia
• Against Totalisation - the abandonment of universal change; rejection of Marxism. Growth of 'representation' and 'ideology'?
• Against Teleology - use value is completely absorbed into exchange value - knowledge is more important than production.
• Against Utopia - close to 'anti-teleology'; there is no perfect state of being. the sublime is beyond our grasp.
• Gramsci focuses upon the multiple axis' of power and the popular. Importance of ideology and articulated speech.

Method

• There isn't a clear pinpointed method; but Hebdige has built upon other theorist' work and drawn his own conclusions; particularly based around Gramsci.

Conclusions

• Postmodernity is good in some ways as it tends to get rid of Marxism; but the ideas of the lack of Utopia; show postmodernity to be depressing and worse than modernity.
  

My Opinion

• I found the extract to be a little confusing. I like the idea of Marxism and classes being irrelevant in the Post but I don’t believe this will ever happen
• I agree that Utopia is near impossible to achieve and that we are fooling ourselves by believing in it, but am unsure of what was meant by Against Totalisation

Quotes

• 'Postmodernity is modernity with out the hopes and dreams which made modernity bearable'.
• ‘No one owns an ideology because ideologies are themselves in process: in a state of constant formation and reformation’.
• ‘hegemony is a precarious, ‘moving equilibrium’ achieved through the orchestration of conflicting and competing forces by more or less unstable, more or less temporary alliances of class fractions’.
  

Stuart Hall: Deconstructing 'The Popular'

Main topic and issue

• This extract focuses upon actually defining what popular cultre means by looking at the many definitions for both words.
• The reading also looks at periodisation and movements, throughout time such as the emergence of the popular press.

Main Points

• Reformation and transformation changes people: therefore it changes culture
• Revolutions and Capitalism along with the emergence of the popular press; influenced popular culture
• There are many definitions of the terms 'popular' and 'culture'. All are correct in their own way, but it is difficult to pinpoint one definition which sums up 'Popular Culture'.
• There are many different categories to 'culture'; it's always moving and always changing
• Culture = struggle: mainly class struggle, resulting in resistance (mabye even anarchy?)
• 'Tradition' is difficult to have in 'culture' as everything is constantly changing and the meanings of signs and words always change.

Methodology

• Not really mentioned - but i might suggest a form of historiograpghy as Hall discusses different eras and cultre then.

Conclusions

• 'Popular Culture' matters as it is where the struggle for and against the powerful takes place. 'It is the arena of consent and resistance'.
• 'Popular Culture' constitutes socialism and secures hegemony.
• Without 'Popular Culture' the mass would be living in a state of 'false consciousness' or does popular culture really create this?

My Opinion

• In some senses i agree with Hall, especially with the fact that 'Popular Culture' is very hard to define. However, i still don't understand whether 'Popular Culture' is a good or a bad thing: people enjoy 'Popular Culture' but is it just really being used to oppress the masses further.
• It is true that we think of things as either being a cultural object or being uncultural; there's a definate blank space inbetween which many things fit into; like Hall's example of the 'Daily Mirror' - it's not working class; but it's not fleet street level, so where does it fit in?
• Personally, i feel that 'popular Culture' and 'Culture' in general is a very complicated chasm, which once opened and the further and further you dig the more complicated it gets!

Useful Quotes

• 'The study of 'Popular Culture' keeps shifting between these two, quite unacceptable, poles: pure 'autonomy' or total 'encapsulation'.'
• 'Actually it recognises that almost all cultural forms will be contradictory in this sense, composed of antagnostic and unstable elements. The meaning of a cultural form and it's place or position in the cultural field is not inscribed inside it's form. Nor is its position fixed once and forever'.
• 'There is a continuous and necessary uneven and unequal struggle, by the dominant culture, constantly to disorganise and reorganise popular culture; to enclose and confine its definitions and forms within a more inclusive range of dominant forms. There are points of resistance; there are also moments of supersession. This is the dialectic of cultural struggle.'