Popaganda

Popaganda - Bad Ads

This is my episode of Popaganda, Bad Ads, a feminist response to pop culture. In my podcast I explore how the male gaze in American Apparel's advertisements harmfully dictates women's behaviour. I discuss with pop culture critic and feminist Justyne Lee her thoughts and opinions on the company's sexist marketing choices and if hipster culture is really to blame. Enjoy! Note: no copyright infringement was intended, no affiliation with Bitch Media, music was taken from the website of bitchmedia.org

Software

I first considered using the program WavePad to record my podcast episode, but discovered that without a microphone the sound wasn’t as clear as I wanted it to sound. I am conducting an interview and need both voices to stay consistent throughout the recording. If the voices aren’t recorded in an equal or similar volume it makes the conversation difficult to listen to. I want, not only the content, but the sound to be enjoyable to listen to. So, instead of using WavePad on my MacBook Pro,  I will use my iPhone’s voice memo application. Our voices will sound better with this software because we are able to control the distance of the microphone to our mouths more closely and precisely. After we record the interview on my phone, I will upload the file and edit it on the program Audacity. It is free, easy to download and highly commented on on the internet. Although I haven’t used it before, or anything like it, there are easy-to-follow tutorials online and we are also having a demonstration in class on how to use it. I feel confident that I will be able to create my podcast with both of these software programs, despite how awful my voice sounds in a recording. 

Podcast Structure

My podcast is told in a question and answer structure, an interview between two people. The interviewer asks a question or describes an event and the interviewee answers by elaborating and making a reflection. 

The slanted line at the beginning represents the introduction of the podcast episode, where the opening remarks, topic and the subject being interviewed are introduced. It leads up to the first exclamation point where the interviewee is first heard commenting. Each horizontal line represents a question being asked or something said by the interviewer. The exclamation marks are the answers, explanations and elaborations made by the subject being interviewed. The slanted line at the end represents the conclusion and closing remarks of the show.

Search Strategies

For me, ProQuest is my “go to” database. I have been using it for the past four years. However, beginning research at a university level was originally very difficult for me. I was impatient, either too vague or too specific and easily discouraged. I would often give up after only a short ten minutes. However, since going to research workshops at the library within the last couple years, my research skills have improved tremendously. I understand that what I’m looking for isn’t going to call out to me from the screen and it is rarely the first link or search results that give me what I am looking for. 

I find Boolean logic very useful. It helps organize and separate your key search items into a logical and efficient order. This method ensures that your specific search terms will always be included in your results. This is done by using the word “and” to be certain both terms are used in your search. Also, the word “or” will make sure either one of your terms listed will be searched for. If you indicate what to exclude with the word “not” it will eliminate any essays that use this term and thus narrowing your results.  

When I first began to use it, it was not with such ease as I experience now. I remember having moments where I thought I would throw my computer out the window due to so much frustration. But research is a developing skill, and like any skill you learn it requires practice to become quicker, efficient and more enjoyable. I have been successful using Boolean logic and will definitely continue to in future research. 

topic refinement

I found the pitch exercise contributed mostly to my brainstorming process. It helped to stir my ideas around and narrow down my topic to a feasible research question.  It is a useful pre-writing exercise for any writing assignments because it forces you to take an extra step in sorting out your ideas, especially if you’re trying to decide on a topic, or be specific, before your starting. It also allows for some feedback early on in your process for the assignment.

Attn: Sarah Mirk (producer), Bitch Media 

Feminist Podcast

We live in an image-based culture where advertisements are unavoidable if you’re participating in mass media. In this episode I will emulate the podacast Popaganda, and explore how the male gaze is projected onto the masses through advertising. Many advertising campaigns, such as Axe deodorant, Victoria’s Secret, and cosmetic brands, drive messages that women should be thin, pretty, “feminine”, and preferably white. This podcast will focus on an advertising campaign from the popular clothing company American Apparel. In several of their ad campaigns, the company flaunts the versatility of their “unisex” clothing. The men are consistently dressed in trendy ensembles and standard poses, while the women are adorned in that single article they’re choosing to showcase, are otherwise completely nude, and in contorted poses to emphasis their sexuality. 

This is a clear example of how the male gaze, the lens of the hegemonic idea of how women should be, dominates most popular advertising in North America. It inverts the gaze women have on themselves, teaches men how to look at women, and limits the image and expectations of how women should act and appear. 

Ads are bad

The podcast I’ve chosen to emulate is produced by one of my favourite magazines, Bitch, a feminist critique on today’s popular culture. Their podcast, Popaganda, provides an alternate view to what’s found in mainstream media, discussing with experts on current topics, and including interviews with everyday people. Bitch Media creates two podcasts a month to address the current events, from a feminist point of view, taking place primarily in North America. It begins with their opening theme music and often an anecdotal hook. It uses informal, conversational language, keeping the mood casual and approachable, even when very serious subject matter is sometimes being discussed. It is hosted by Sarah Mirk who narrates throughout, with multiple breaks that include interview clips and questions. 

I think the nature of the magazine, and it’s podcasts, relate closely to the topic I have chosen to create my show on, Under the Influence. By choosing to discuss advertisements in today’s culture I will reveal the prominent male gaze that is projected onto women and men, and how it is problematic for how men look at women and women see themselves and others. The ad campaign I’ve chosen to discuss is by the clothing brand American Apparel. While the store emphasizes its versatility of unisex clothing it portrays them in drastically different light. In most cases men are showcasing the clothing item in full ensembles, while the women on the other hand are wearing nothing but the item being advertised. I will discuss how the male gaze is projected through advertisements and how it influences the way men and women look at women’s bodies and how women see themselves.  

Introductions

Hello, my name is Adrianna Lafkas. I am in my fourth year of university, but in the second year of my Professional Writing degree, in the periodical stream. I also have a minor in Gender and Women's Studies. I was originally working on a Film Studies degree, but found little motivation in a program that had little opportunity in helping people. I chose to take Professional Writing to improve my writing and communication skills and to apply them in spreading social consciousness. I hope to one day work for a magazine or newspaper publication, be that in print or online, where I can apply my education in Professional Writing and Gender and Women’s Studies, in applying my knowledge and ability to theorize socially conscious concerns in pop culture and politics, on an international scale. 

After studying films for two years I gained some experience in academic research, as it is a very research-based discipline, using multiple online databases, archives, and the school library. It also gave me experience using RefWorks. Although I didn't particularly enjoy research in those years, I have gained a new appreciation for it. I also find it easier to be invested in the research when you feel deeply about the topics and themes you’re looking for.   

I don't have much experience with radio or podcasting; I am not fond of the recording of my voice. I am excited to try it for the first time, but also nervous, and a little shy, of hearing myself.

After reviewing the various podcast topics I will probably choose to discuss an advertisement and it's effects on the audiences of today's culture. I think it’s incredibly important to understand what we’re hearing and seeing in the media. I predict I’ll be able to use many ideas and concepts I’ve learned in GWST classes to reveal the horror of advertising.