Monday, March 11, 2013

Image remix: Apple makes girls smarter


Before

After
The image I chose to remix was accompanied by an article titled, “Apple Makes Girls Smarter: How early Computer Use Among Girls Will Close Technological Gender Gap”. In the photo are three young girls surrounding a MacBook computer while looking completely engaged like they are doing homework. What the article argues is basically that an Apple computer and access to the internet can help the young generation stay interested in the computer science field as well as make them smarter, which equals to better pay in the future. I wanted to exaggerate this idea and make it even more bold. I used the title of the article on the computer which reads, “Apple makes girls smarter” and added the flashing light bulb sticker to show that this technology inspires and motivates the mind. I wanted to demonstration that the young girls were mesmerized and hypnotized by the piece of technology, therefore I added the repeated spiraled circular shape in the background. The girls still have the same expressions as in the picture, looking engaged. My idea was to transform this into an advertisement you would see posted on the train or a sign on the street. I added the finger pointing to the words that read “Your #1 Choice to Success” and at the top right it says “Buy Now” like most advertised products do. And to finish it off, each young girl has a prediction of what they will become in the future written by them, all due to the access of this technology.   My over-all point is that technology has weakened the roles of our girls and women. What I get out of the article I read is that a girl cannot learn simply with school or “play with toys that build spatial reasoning skills” like the boys can, at least not in this day and age. {Marie wilda} It’s as if their minds can’t develop without some technological help.    

Great video installation remix from Mexico

I went to the FICG (Festival Internacional de Cine en Guadalajara) and one of the stand out pieces was actually an art piece. Created by Paulina del Paso, it was a video loop within a dark room of about 4 minutes long, commenting on women in mexican media. The installation was called Cabello Largo, Ideas Cortas. (Long Hair, Short Ideas). The idea behind that is attributed to the philosopher Arthur Schopenhaur: - “The woman is an animal with long hair and short-sighted”

Paulina del Paso took that comment with a large dose of irony, and created a really amazing mandala of video loops of women in Mexican media and television. It was truly spectacular. I include a still from the installation/video loop.


Transformation project

GAP ad, Real Simple Magazine, March 2013



My transformed image

I chose to use a GAP advertisement from Real Simple magazine (March 2013).  The original ad is a two-page spread of a little girl and boy wearing colorful GAP clothing placed in a beautiful meadow.  The boy holds a balsa wood airplane while the girl cuddles some fresh picked flowers. The airplane, although made from wood, represents strength, power, and man made technology. The boy is standing, confidently, with his arm raised looking out and directly at the viewer. GAP is clearly buying into the stereotype of boys being interested in more masculine types of toys, airplanes.  While the girl is frolicking in the meadow, collecting flowers with out a single worry.  She is crouched down, eyes hidden from the viewer, dressed in varying shades of pink accepting the typecast of gentile innocents.
            The interesting, and quite ironic, element of this advertisement was the language the designers chose to use for the names of the jeans GAP is marketing:  “Straight” and “Skinny”.  I’m tired of the skinny jeans concept and chose to use humor to change what the marketing directors are trying to express.  If their intentions are to make a statement about gender and to feed it into our culture, then why not take it a few steps further and have a conversation about “Why be straight? and Why be skinny?”  Flowers should be neutral.  And little girls should eat cupcakes and not have to think about being skinny or not.  It amazes me that this is an advertisement for Baby GAP.

Melissa Frost