Panopticism

1.What is the major effect of the panopticon?

To induce a state of consciousness into inmates, imprisons in the panopticon that they are under permanent visibility.

2. How does the architecture (institution) create and sustain a power relation independent of the person who exercises it?

The architecture is circular shape which mean visibility is permanent on all the in mates at all times, however the inmates do not know when they are being watched. One is totally seen without ever seeing.

3. In what way is the Panopticon efficient?

It is not necessary for the panopticon to use force as the inmates assume responsibility for his own actions, becoming the principle of the own subjection.

4. How does the Panopticon do the work of a naturalist?

The watchmen can observer the inmates performances by collecting data and asses the characters within the cells. By the watchmen not being visible to the inmates, this the watchmen take on the role of the naturalist by not gazing on the inmates without them knowing, therefore not disturbing them.

5. In what ways was the Panopticon a laboratory?

It acts as a machine, in which it can be used to carry out experiments and from the results correct and alter behaviour by trying out different methods.

6. List the conditions in which Panopticism strengthens power?

Exercised continuously in the very foundations of society in a subtler manner.

7. According to Julius how is the panoptic principle particularly useful in society made of private individuals and the state? 

'It was the modern age, to the ever-growing influence of the state, to its ever more profound intervention in all the details and all the relations of social life, that was reserved the task of increasing and perfecting its guarantees.' A society made up of a state, is greater beneficial to have a lack of visibility and not be completely exposed.

8. Also according to Julius, rather than suppress the individual, what effect does the panoptic principle have?

The individual is carefully fabricated through advertising moulding your thoughts and actions.

Simulacra (Three Short Summaries)

Plato

• Plato used a simile of a cave inhabited by prisoners to get across his theory of human nature. These prisoners would only be able to see their own shadows on the cave walls, therefore would interpret these shadows as reality. However once these prisoners left the cave, they would realise that these shadows were not in fact reality and it turn leave the cave with an open mind to perceive the true form of reality. 
• Plato believed that philosophers, the most intelligent people in society, should rule democracy instead of the most powerful. This is because the philosophers have a greater understanding of 'the truth' than ordinary men.

Jean Baudrillard

• Baudrillard opposed Descartes theory 'I think therefor I am' by responding 'This is not the case, the I is nothing more than a fictive entity, an optical illusion.' This is because Baudrillard believed we live in a simulation created by us, that no one can escape.
• Baudrillards attitude towards advertising is very negative as he states, 'We live in a world where there is more and more information and less and less meaning.' He expressed his feelings that advertising had no depth or originality and that it is just a string of repetitive information.
• He believed that our reality was an illusion and we can not create anything further, however we think we are progressing through image and text. This then links to hypermarket and hyper commodity.

Visual Culture

• A theory in which everything is on a repetitive loop with no meaning. Images within media are described as flat due to having no relevance because of their monotonous reoccurrence.
• The target audience have no connection to new media because the links have become so mainstream and repetitive, it is as if it doesn't exist.
• The repetition of media has become so forceful and constant it loses it relevance and becomes lost to us as consumers.

Rhetorics

The Nine Rhetorics of creativity are: 1. Creative Genius 2. Democratic & Political Creativity 3. Ubiquitous Creativity 4. Creativity for Social Good 5. Creativity as Economic Imperative 6. Play & Creativity 7. Creativity & Cognition 8. The Creative Affordances of Technology 9. The Creative Classroom.

Creativity for social good has rapidly expanded with the growth of technology. Since the advancement of the internet giving birth to social media, this has created opportunities for the whole world to get involved in such projects, targeting positive change.

Wimpy Brail Burger

This campaign by Wimpy in South Africa was devised to targeted the visually impaired and promote that they offer a new in-store braille menu. Wimpy delivered this message by writing messages in braille on the top of burger buns, using sesame seeds. Each braille message on top of the burger bun was a description of the burger that the participant was about to eat. However only 15 of these braille burgers were made to promote this new brail menu, so how did this message reach the rest of the world?

The 15 participants firstly mentioned their experience in their braille newsletter, which then transformed into people creating online publications on the campaign, available in screen readers. This then corresponded into the message being passed onto over 800'000 visually impaired people. This shows that if a campaign is inventive and creative enough, no matter how small the initial idea is, the message can be carried across the globe. The campaign highlights creativity for social good by using social media and viral to raise awareness and advertise their brand in a creative way.

The Wimpy Braille Burger Viral Link

Gaze & Identity

The Gaze is a theory that describes the way the audience interprets and views a certain image. The gaze can have different effects on the viewer, depending on the category it falls into. This can either empower the viewer or challenge them. The four most common types of the gaze, in which an image can be visualised are the spectators gaze, the extra-diagenic gaze, the intra-diagetic gaze and the look of the camera.

The spectators gaze empowers the viewer by allowing them to freely look upon the subject, as the subjects eye are diverted away from looking out of the image and into the viewers eyes. Here is an example of an Calvin Klein advert which portrays the spectators gaze.








In contrast to the spectators gave which empowers the viewer, the extra-diagetic gaze challenges them. This is because now the subject is directly addresses the viewer by the subject looking straight at the spectator.








The intra-diagetic gaze is the theory behind a subject gazing at another subject in the image. This empowers the viewer as the subjects are allowing you to gaze upon their relationship.

The look of the camera depicts the gaze of the photographer/film maker directed at the subject, inside the image. Here is an example of work by photographer Richardson, in which this image was used to promote the brand Sisley. Richardson is well known for appearing in his own photos, with and without his camera.

Cybernetics

In an interview with the Kanas City Star, Howard Luke Gossage quoted 'it is not only wrong to attempt to influence an audience without involving it, but it is unethical and dishonest.' Gossage theory of advertising was rarely to influence an audience to buy something, however was a method of interacting with them to build a rapport with his audience. By doing this he would receive feedback which he could translate and use towards his future campaign ideas. Gossage's approach was to use media to connect to his audience, however did this to start a conversation with them, rather than directly talk to them. However Gossage was years ahead of his time which meant he had to wait months before he could receive any feedback from the audience, which limited his time to create his next campaign. This was due to the lack of technology during Gossage's time, however the development of the internet and social media sites has benefitted cybernetics and pushed the model forward.

The creation of the internet and social medias sites such as Youtube, Facebook and other internet based communication sites has opened up the door for audiences to get involved at the click of a button. This means advertisers can receive quick and direct feedback from people all around the world in seconds.

A hunter shoots a bear link

An example of cybernetic advertising is the Tipp-Ex advert - 'A hunter shoots a bear, which is shown in a link above  This advert consists of two huntsman camping in the woods, when a large bear catches them by surprise by walking into their campsite. The huntsmen in shot who was initially brushing his teeth before the bear intruded, leaps towards his rifle and aims it in the direction of this large animal. This is then followed by a bombardment of panic from the other huntsman that desperately urges his fellow huntsman to shoot the bear. The huntsman with his rifle pointed at bear nervously refuses by repeatedly responding 'I can't, I can't.' The ad then finishes with the two options appearing on the screen for the viewer to chose from, 'shoot the bear' or don't shoot the bear.' Which ever option the viewer clicks on, takes them to a new video link in which the huntsman with the rifle again refuses to shoot the bear and takes a large Tipp-Ex roller and erases the word shoot from the title 'a huntsman shoots a bear.' The huntsman then says 'help me re-write this story, type anything you want with your keyboard and enjoy.' This then gives the audience the opportunity to fill in the gap that 'shoot' once was to anything they want, such as kiss, fight, marry etc. In which a follow up video will appear to fit the ending the audience has personally written.

This advert stood out to me because it was one of the first clear-cut interactive adverts I had seen that gives the audience the opportunity to depict the ending. By empowering the
audience to decide the adverts ending, promotes the chance for feedback from the audience to be provided in the Youtube comments below. This is also generates word of mouth for the viewers to talk about their own personal experiences with each other and discuss different endings that they have created. This advert represents cybernetics from the interaction aspect and the feedback opportunities the ad offers.