Defined by David Marshall (2010), the Specular Economy is where “we are becoming more conscious of how we present ourselves and how others perceive us” (p.498-99). Regarding this day and age, I believe this rings true to majority of the social media users – myself included.
But why are we (or a vast majority of us) so conscious of how we are perceived? I believe that a majority of the reason is due to Americas Hollywood and America as the main source of Western culture references. Christina Klein (2004) notes that Hollywood in itself and in a number of ways, is “no longer an American film industry” (p.371). So I believe it’s safe to say that people – actors/ess’, musicians, producers etc. – are all influences to people around the world. Additionally, Klein notes that there is a “complex nature of globalisation” which needs to be looked at in the ways it is “enacted and experienced” (2004, p.362). Furthermore, I think a reason that we are so conscious also is highly due to what Frederick Wasser (1995) explains that this is because there is an “extent to which an international audience adopts American values because of the increased exposure to American mass media” (p.245). Hmm, American values? I'll get back to this.
But firstly, which American mass media is notorious for having increasing exposures around the world? Oh I don’t know, how about: Celebrities in general.
David Marshall (2013) comments that the celebrity has “developed into a particularly power and pervasive trope for contemporary culture” because not only does it “[organise] what we perceive as significant” but it is clear through the way it “[permeates] as what constitutes as news” (p.1) and because of this celebrity news “has become normalised” (p.3).
Normalised? Celebrity news has become normalised. Oh okay, it doesn’t really matter that the U.S government has shut down; or the fact that the funding for U.S soldier death benefits have been cut, so the families are left with nothing because of the shutdown, but whatever, just as long as celebrity news is there, everyone seems to be happy.
Phew. Okay, glad I can keep up-to-date to where Kim Kardashian has recently been then. I think I just might book my flight for Paris now...
Anyway, back on track, American celebrities are everywhere, constantly around us whether we personally choose to accept or see it or not. These celebrities are also very big on the whole social networking world. We are seeing it through the “socio-cultural transformation that we are experiencing through the way technologies have allowed for a different expression, engagement and interchange via the online and mobile social media” (Marshall 2013, p.8). Take Twitter and Instagram for example, constantly there are pictures of these celebrities, some after they have put on make-up, some without, but nevertheless we just eat it up as it were the most exciting thing since sliced bread. Back in 2010 David Marshall said that “these technologies have in a sense expanded the former norm of celebrity culture and the construction of their image into a wider cultural activity” (p.499). And look how relevant it still is 3 years later.
Our persona’s, which Marshall 2013 defines as an increase that “we are seeing [of] the publicisation of the self” (p.2), are changing to suit the image of celebrities – or the images we think the celebrities have that we need to have.
But look at what exactly we (me) are trying to achieve:
Is it even possible to look like that though? How are we even supposed to compete with that? What we think is natural, but really is highly professional editing (Photoshop anyone?). We can’t. Unless we do exactly the same and edit to create non-existent features. It’s no wonder that we have a “complex presentation of the self” (Marshall 2010, p.299) when we have celebrity ‘perfection’ as our main rivals.
I use a few social media sites, of which include Facebook, Tumblr, Twitter (rarely, if not ever) and now Blogger. That’s quite a bit considering they all in some way demonstrate a view of myself. However, when it comes to Facebook especially, I am incredibly aware of the types of images I upload of myself. I definitely think that we are becoming more aware, through outside influences (which does include celebrities), of how we put ourselves out there in regards to appearance.
There’s something that’s called representational media, which “encompasses books, news papers, magazines, film, radio and television... [which] through its stories, narratives and images, these media forms attempt to embody a populace” (Marshall 2013, p.8), which is where, I guess, traditional advertising (in those just mentioned) is used for “messages to convince various demographics of the value of goods for better relations and better lives” (2013, p.4).
Right, I guess that’s why I do in fact bother then. To better my life because their faces must be of value if they’re on a cover of a popular magazine.
It’s interesting though to think of our edited faces as an identity of our self. Sometimes I ignore the whole notion of that, surely I am more than what my appearance shows, but then I think of the ‘selfie’ phenomena. I think of the selfie as a persona. Depending on how a person takes a selfie of themselve creates the persona that corresponds; you could be a selfie person who is addicted to taking photos of themselves at the gym promoting fitspiration. For example, Marshall (2010) explains that online, we move into a “quasi-public presentation of ourselves” that essentially is a mediated version of ourselves (p.499). According to Urban Dictionary, a selfie is:
This is where presentational media come in now, which
is quite different from representational media. Basically, presentational media
is “identifying media that is performed, produced and exhibited by the
individual...and not by the structure of representational media” (Marshall
2013, p.8).
What I find rather important is that Marshall observes that, through looking in a mirror and trying to imagine a better version of ourselves, we try to achieve this “through our activities and technique” (p.499). And also, presentational media is “supported by the generations of applications online from producing and making content relevant for the expression of self to others” (2013, p.8).
So by this argument, my selfie technique – as a self-taught, amateur photographer – is to Photoshop all my imperfections away. I admit, I do take a selfie (every now-and-then) and do put it up as my display picture. I’m highly aware of who is seeing them so I do want to appear blemish free so I want to ('try' more like it) increase the value of my appearance by utilising all the skills and knowledge I’ve come across through Photoshop – brightness, contrast, lens correlations (just to sound fancy).
For example:
What I find rather important is that Marshall observes that, through looking in a mirror and trying to imagine a better version of ourselves, we try to achieve this “through our activities and technique” (p.499). And also, presentational media is “supported by the generations of applications online from producing and making content relevant for the expression of self to others” (2013, p.8).
So by this argument, my selfie technique – as a self-taught, amateur photographer – is to Photoshop all my imperfections away. I admit, I do take a selfie (every now-and-then) and do put it up as my display picture. I’m highly aware of who is seeing them so I do want to appear blemish free so I want to ('try' more like it) increase the value of my appearance by utilising all the skills and knowledge I’ve come across through Photoshop – brightness, contrast, lens correlations (just to sound fancy).
For example:
Am I exhibiting these American
values? I think I am whether I’m fully ready to admit it or not. It’s no lie
that I want to look semi-flawless, but I’m not going to go as far and render my
body in such a way that it looks like I’ve become anorexic (Jennifer Lawrence
picture).
My specular economy is just fine with removing blemishes and making a drab day look somewhat appealing. I am aware of my influences and who perceives me, but I’m sticking to leaving my physical body the way it actually looks.
To some degree, my online persona is a photo-editing junkie that gives off some falseness, but essentially, I just want to appear ‘pretty’ to online social media sites (as pretentious as that may be) but that’s as far as I’m willing to take it. I’m not going to mutilate my body to correspond to American values to look like a celebrity who doesn’t even look like that themselves.
My specular economy is just fine with removing blemishes and making a drab day look somewhat appealing. I am aware of my influences and who perceives me, but I’m sticking to leaving my physical body the way it actually looks.
To some degree, my online persona is a photo-editing junkie that gives off some falseness, but essentially, I just want to appear ‘pretty’ to online social media sites (as pretentious as that may be) but that’s as far as I’m willing to take it. I’m not going to mutilate my body to correspond to American values to look like a celebrity who doesn’t even look like that themselves.
References:
Britt, R 2013, ‘FS’, retrieved 8 October 2013, <http://fstoppers.com/24-animated-gifs-of-celebrities-before-and-after-retouching>
Klein, Christina 2004, ‘Martial arts and globalisation of US and Asian film industries’, Comparative America Studies, vol. 2, no. 3, pp. 360-384.
Images: Authors own
Marshall, P.D. 2013 , Persona Studies: mapping the proliferation of the public self, Journalism, June 4. online edition.
Marshal, P.D 2010, ‘The Specular Economy’, Society, vol. 47, no. 6, pp. 498-502
Unknown, 2012, ‘College Candy’, retrieved 8 October 2013, <http://collegecandy.com/2012/04/21/54-photoshopped-celebrity-before-and-after-photos/#photo=1>
Urban Dictionary, 1999-2013, ‘Urban Dictionary’, retrieved 13 September 2013, <http://www.urbandictionary.com/define.php?term=selfie>
Wasser, Frederick 1995, ‘Is Hollywood America? The Trans-nationalization of the American Film Industry’ Critical Studies in Mass Communication. Vol 12. Pp423-437.
