Blog #3

Blog #3

            The sentence that stood out to me most was found in chapter 11.  The sentence says, “like fish immersed in water we swim constantly through media, which develop and shape our perceptions, goals, desires, and beliefs.”  This is saying that not only is our media trying to show us what they are buying, but that they are also shaping our mind frames we use in our lives.  It seems to be more common, now and days, for media to be selling a “life style” not just a brand.  It wasn’t until after reading this passage that I realized how this has been going in the world around me. 

            One example of this is Whole Foods.  Originally, Whole Foods was designed to sell organic food.  However, it has become a brand for vegans and ‘hippies’.  Whenever I think of Whole Foods, I think of girls in their mid-twenties, wearing flower headbands, looking for organic fruit.  I realize now that this perception of what I would see when I walk in the store is from what is being advertised to me.  The way how the media presents the idea of Whole Foods and eating organic food has shaped my perception toward hippies. 

            Another example is Nike.  They’re not only selling shoes and sporting clothing, they are selling success.  Their slogan, “just do it,” along with the Nike swoosh is two of the most recognized things across the world.  But it is not just the iconic swoosh that are apart of the success they’re selling.  The faces that are in the advertisement are a huge reason of why people associate it with success.  Michael Jordan, Kobe Bryant, Michael Phelps, and Serena Williams are among the celebrity names.  These are all people who are known for their success in their fields.  When someone watching an advertisement sees Michael Jordan wearing his ‘Air Jordans’ and they see the greatest basketball player of all time.  They then associate the shoes with being the greatest basketball player ever.  He is selling success that you can find in the shoe, not just the actual shoe.  Now youth who are trying to reach their goals of being the best, they associate these shoes with reaching their goals.   

            After reading this passage, my eyes have been opened to this phenomen.  Since reading this I have seen this happen in more than one advertisement.  The media has a lot of access in shaping how we see the world around us.