I know this has happened to us all, but I really should stop reading others' responses before I post my own. I'd like to at least pretend that I have original thoughts. So, as a result, I am going focus one element that interested me in the reading: Althusser's idea of interpellation.
According to Barry, interpellation, as defined by Althusser, is "The 'trick' whereby we are made to feel that we are choosing when really we have no choice" (158). Althusser goes on further to assert that capitalism "thrives on this trick" my making "us feel like free agents ('You van have any colour you like...') while actually imposing things upon us ('...as long as it's black')" (158).
As I read through this description and thought about it, while I may not agree that this is true 100% of the time, I found myself exploring various situations in which this is the case in our capitalistic society. Most of the instances I could think of were highly manipulative, but still, they were there.
One specific thought I had in relationship to this was, "That follows along with Heather's dating philosophy." My friend Heather, before she got married, had very specific opinions regarding male/female dating relationships. And while this really has nothing to do with "class systems" and Althusser may roll over in his grade when I make this comparison, here it goes... Heather believes (or did, anyways-I think marriage has changed a few things for her) that all relationships are initiated, directed, and controlled by the woman. According to her, if a girl wants to date, she has to get out there, find the boy, and then do everything she can to convince him to fall in love with her. While this is all fine and dandy, the trick is this: while doing all of this, the woman must make sure that the boy is convinced that every step was HIS idea, that he chose her initially, that he was the one to make the first move, that he decided that he couldn't live without her and that she had absolutely nothing to do with that process (other than being her attractive, adorable self, of course). The connection, I feel, is in the idea that the boy does believe he has a choice, but the girl has made it very difficult to choose anything but her. Interpellation on a personal level. Tricky, tricky.
Now on to Chosen. As Jeff and Erika mentioned, and as we've discussed in class, it's a commercial. Many would say that commercials in and of themselves are tools of capitalism; Althusser, himself, lists the media as an ideological structure that is sympathetic to the state and the political or economic status quo. But even if you don't go quite that far, commercials are designed to sell stuff. They promote a specific product, in this case BMW.
Now, looking at this specific commercial from a Marxist perspective, I would venture to say that the very design of this film is to "maintain the economic status quo." After all, BMW is known to be a car for the upper class, the wealthy, and the advertising of this product is done in such a way that its meaning is accessible to this upper-echelon of people.
For example, the entire structure of the commercial series designed around the hire is very "high-brow," taking various directors and having them create mini films centered on this one specific brand of automobile. What is created is supposedly "art" rather than "advertising." Classifying the films as "art" already begins to differentiate the audience (and therefore the buyers). After all, it is only when basic needs are met that one is able to be concerned with art at all, thereby eliminating the lower-class from the pool of potential viewers.
In addition, in Chosen, the subject matter itself is another indication that this advertisement is focused on a very specific "class" of people. Who has the time and means to know/learn about the Tibetan culture and people? Certainly not those who are slaving away 14 hours a day at minimum wage just to make ends meet. And then to make the connection between Ang Lee and the Hulk band-aid? It's as if there's a secret code that flows throughout this films that says "if you understand this, then you belong with us and are worthy of purchasing this car." Starting out at somewhere around $40,000, it is clear that this is not a car that can be purchased by the "lower class" of "hard-working folk," and this advertisement does everything in its power to reinforce that fact.
**Disclaimer: After reading this over again, I'm not even sure if I agree with myself here. Maybe I'm just not that Marxist. I'll let you know on Tuesday. **
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3 comments:
I think your dating analogy definitely resonates, and reinforces my belief that many women are, in fact, evil.
Jumping on the "this is for higher class people" bandwagon, who even sees short films like this anyway? Did they air on television, or were they always only online? What lower (or even middle...)- class person really even knows who Ang Lee is? There isn't that large of a market for 8 minute professionally done films. So...yay upper class! Have fun with your caviar and your short BMW films! Meanwhile the proletariat will munch on cheetos and watch reruns of The Simpsons...
I like your status quo discussion, but it led me to wonder if this commercial is really hitting their current target or an attempt to branch out. Typically people say that car commercials are to keep current owners happy so that they come back. What is the target audience being reached with this? I have watched it a lot. I want to be a hero, but I do like cheetos.
I don't know that she'll see this, but to answer Erika's question some of these films were cut down and used as ads for BMW on tv. I know for certain "The Follow" was used and I'm pretty certain that "Chosen" was as well.
I thought the idea of interpellation was one of the most interesting ideas in this section. Maybe it's because I'm a cynic but I find the idea of creating a false sense of choice while at the same time ensuring that there is no choice available really resonates with me. I think the example of your friend's dating philosophy--much as it makes me gag-- is a perfect example of how this idea might work on a smaller level. Of course I would also question what unseen superstructure is convincing the woman that she needs to get a husband.
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