THE CONSTRUCTED IMAGES OF MILEY CYRUS AS AMERICAN TEEN CELEBRITY ON MILEY CYRUS OFFICIAL WEBSITE
THE CONSTRUCTED IMAGES OF MILEY CYRUS AS AMERICAN TEEN CELEBRITY ON MILEY CYRUS OFFICIAL WEBSITE
THESIS Submitted as a Partial Fulfillment of Requirement
for the Sarjana Sastra Degree of the English Department Faculty of Letters and Fine Arts Sebelas Maret University
By: Nunik Sri Wahyuni
C0305051
English Department Faculty of Letters and Fine Arts Sebelas Maret University Surakarta 2010
THE CONSTRUCTED IMAGES OF MILEY CYRUS AS AMERICAN TEEN CELEBRITY ON MILEY CYRUS OFFICIAL WEBSITE THESIS
By: Nunik Sri Wahyuni C0305051
Approved to be examined before the Board of Examiners Faculty of Letters and Fine Arts Sebelas Maret University
Thesis Consultant
Fitria Akhmerti Primasita, SS, MA NIP. 196912161998022001
Head of English Department
Dr. Djatmika, MA NIP. 196707261993021011
THE CONSTRUCTED IMAGES OF MILEY CYRUS AS AMERICAN TEEN CELEBRITY ON MILEY CYRUS OFFICIAL WEBSITE
By: Nunik Sri Wahyuni C0305051
Accepted and approved by the Board of Examiners
On
Chairman of Examiners
Dra. Susilorini, MA
NIP. 19650601992032002
Secretary
M. Taufiq Almakmun, SS
NIP. 197806272005011003
First Examiners Fitria Akhmerti Primasita, SS, MA ( )
NIP. 196912161998022001
Second Examiners
Dra. Endang Sri Astuti, MS
NIP. 195208141981032001
Surakarta, March 12, 2010 Dean of Faculty of Letters and Fine Arts
Drs. Sudarno, MA NIP. 195303141985061001
PRONOUNCEMENT
Name :Nunik Sri Wahyuni Number
:C0305051
The researcher states that this thesis entitled The Constructed Images of Miley Cyrus as American Teen Celebrity on Miley Cyrus Official Website is neither a plagiarism nor made by others. It is originally made by the researcher. All theories and materials taken from other sources are put in direct quotation and paraphrased citation. The researcher is fully responsible for the pronouncement and if this is proven to be wrong, the researcher is willing to take any responsible actions given by Faculty of Letters and Fine Arts, Sebelas Maret University.
Surakarta, March 12, 2010 The Researcher,
Nunik Sri Wahyuni
MOTTO
Allah is the Greatest One, and whatever His plan will always be the
best thing for our life
(The Researcher)
Follow your heart, and then see what will happen…….
(Mario Teguh)
DEDICATION
I dedicate this thesis to: My Father and My Mother My lovely brother My soul mate and my future
ACKNOWLEDGMENT
Alhamdulillahirobbil’alamin………. The researcher would like to thank Allah SWT, the Greatest God on earth who has given strength to the researcher to finish her study and thesis. In doing this thesis, the researcher wants to say thanks also to:
1. Drs. Sudarno, MA, The Dean of Faculty of Letters and Fine Arts, for giving the researcher a chance to study in this faculty.
2. Dr. Djatmika, MA, The Head of English Department, for helping the researcher so that the researcher can finish the study in this faculty.
3. Fitria Akhmerti Primasita, SS, MA, the thesis consultant, who is always patient in helping and correcting my thesis. Thank you so much, Mam…
4. All the lectures in English Department for giving the researcher lots of knowledge.
5. Mami and Bapak. This thesis is special for you, for all your sweat and your tears. I am very proud to have parents like you. Though I never say these words before but I love you so much. Thank you for always teaching me how to be a better person, a tough person. Thank you so much….
6. Rudi ‘Ndut’, thank you for becoming my friend and my enemy in home. I hope I can always be a good sister to you. Though it’s hard for me to show, even to tell to you, but I do care about you…and I love you for sure.
7. Mas Soefy. ‘My sensei’,’ MasE, ‘,’honey’, ’ayah’, that’s all the way I call you. Thank you for all your support, your love, and your attention to me. I am very lucky to have you. You are the complete one for me…my best friend, my best brother, and my love.... Thanks to Allah, The Greatest One which makes us together. I love you my soul mate.
8. The researcher’s big family who always support from the beginning until I finish my study. Thanks for all your help and your love to me.
9. ED 2005 SEMANGAT!!!!!!!!!!!!. Especially ‘ngampret gank’ (the sleepless group): Melon, Yogi, Lilis, Iren, Fitria, Ima, Nurin, Woro, Puspa ‘meyong’, Hesti, Kiki. Amstud 2005: Sonny, Kiki Adi, Fauzy, Kiki, RDAK, Astri, Dida, Yogi. ED ’05: Fera, Eva, Naphis, Windut, Intan, and others. Every laugh, every story, and every tear that we have shared together will always be a sweet memory in my life. I will miss you all guys.
10. The gank wisma padang. Mbak Antik, Denny, Yogi, Melon, Hesti ‘hestung’, Ica, Iva, Dhe Pur, Mbak Hifi, Mbak Iphe, Mbak Nobitul, thank you for becoming a good friend and a good family for me. Every experience that we have shared together will always be in my heart.
11. Miley Cyrus, the inspiration of the thesis. Surakarta, March 12, 2010 The Researcher
ABSTRACT
Nunik Sri Wahyuni. C0305051. 2010. The Constructed Images of Miley Cyrus as
American Teen Celebrity on Miley Cyrus Official Website . Undergraduate Thesis. Faculty of Letters and Fine Arts. Sebelas Maret University.
America is a land of cultures. Many cultures grow and maintain there. Some of them are popular culture. Celebrity is one of the products of popular culture. They are half real and half imaginary. They exist in three dimensional form-living and breathing like the rest of us- but their hyped up, fabricated star persona is often so distant from the real person as to be more properly considered type of fiction. Their popularity depends on the constructed images which are made and maintained by their creative team.
Constructed images are one of the crucial things for every celebrity in gaining and maintaining their popularity. It is because these constructed images give tremendous effect to celebrity in getting attention from society. The constructed images of celebrity are the construction of stereotype which relates to the society’s beliefs and values. Therefore, the constructed images of celebrity must be based on the cultural mindset of society in order to get popularity.
The research was conducted within the boundaries of American Studies. It was descriptive qualitative type of research. The main data were taken form Miley Cyrus Official Website on www.mileycyrus.com, which also link to www.mileyworld.com. Miley Cyrus is a teen celebrity who is popular among
American teenagers. The main data were taken in the range time between April 22 nd 2009 - May 6 th 2009. The supporting data were taken from other sources which were
useful for supporting the main data, such as from Miley Cyrus music, Miley Cyrus movie, Miley Cyrus fashion, etc. To collect the main data, the researcher used purposive sampling technique in which the categories of the main data were determined deliberately. The analysis of the research used visual social semiotic theory to find out the constructed images of Miley Cyrus on Miley Cyrus Official Website’s page and popular culture theory to find out the cultural beliefs and values reflected by her constructed images which make Miley Cyrus can gain and maintain popularity in society.
The researcher concludes that the creative team of Miley Cyrus constructs certain images in Miley Cyrus Official Website in order to help her maintain her popularity in society. The creative team of Miley Cyrus constructs certain images, such as a happy teen girl, a pure and innocent teen girl, a feminine teen girl, and a family teen girl. These constructed images which are put in Miley Cyrus can help Miley maintain her popularity since these constructed images reflect American beliefs and values.
CHAPTER 1 INTRODUCTION
A. RESEARCH BACKGROUND
America is a land of cultures. Many cultures grow and maintain there. Some of them are popular culture. The product of popular culture includes movie, music, fashion, junk food, celebrity, etc, which are exported to all over the world. The product of American culture is considered as a life style by world citizen. It is because the cultural product of America becomes a symbol of modernity. Therefore, America can be called as the center of modern civilization.
American celebrities become the main topic in this research. As products of American popular culture, they become the representation of American dream. Celebrity culture is the new term to define the epidemic of popularity today. Every body wants to be a celebrity to reach material success and popularity. Celebrities are identical with success. They are half real and half imaginary. Celebrities cut across the “real” and the “imaginary” because even though they actually exist in three- dimensional form-living and breathing like the rest of us-their hyped up, fabricated star persona is often so distant from the real person as to be more properly considered type of fiction (Nachbar and Lause, 1992: 24). Celebrity’s life is full of fairy tale and success story. Their life is covered with the dream of all people who live or supposed American celebrities become the main topic in this research. As products of American popular culture, they become the representation of American dream. Celebrity culture is the new term to define the epidemic of popularity today. Every body wants to be a celebrity to reach material success and popularity. Celebrities are identical with success. They are half real and half imaginary. Celebrities cut across the “real” and the “imaginary” because even though they actually exist in three- dimensional form-living and breathing like the rest of us-their hyped up, fabricated star persona is often so distant from the real person as to be more properly considered type of fiction (Nachbar and Lause, 1992: 24). Celebrity’s life is full of fairy tale and success story. Their life is covered with the dream of all people who live or supposed
Celebrities are popular people. The term “popular” which sticks to their life refer to “that which is (or has been) accepted or approved by large numbers of people” (ibid., 10). Their popularity and their success prove that American dream is not only about fairy tale, but it is truthful. American celebrities are the symbol of American myth of success. According to Jack Nachbar and Kevin Lause, in the myth of success there are five basic beliefs which have served as recurring motifs. The first motif is American democracy allows its citizen to rise above any limitation into which they may have been born. The second motif is the term hard work will bring riches-in case of material success-and physical comforts. The third motif is that all of those material success and material comforts will come to people who deserve to get it. The fourth motif is stated that people who deserve to get success are people who have the drive and ambition. The last motif is the power of good luck. All of those motifs exist in the life of American celebrity. They do hard work to reach success and popularity, have ambition in reaching success, and get luck (ibid., 144).
Even though celebrities’ life is full of fairytale story, they are real persons. Celebrities are real persons, who, like heroes, are famous (ibid., 26). But celebrities, unlike heroes, are dependant for their fame on a manufactured “image” of who they are (ibid., 26). Celebrities are people who live with an ‘image’. The term image according to Gamson et. al. is useful in reminding us of the importance of the visual, of attention to verbal imagery, and other modes of conveying broader frame-through Even though celebrities’ life is full of fairytale story, they are real persons. Celebrities are real persons, who, like heroes, are famous (ibid., 26). But celebrities, unlike heroes, are dependant for their fame on a manufactured “image” of who they are (ibid., 26). Celebrities are people who live with an ‘image’. The term image according to Gamson et. al. is useful in reminding us of the importance of the visual, of attention to verbal imagery, and other modes of conveying broader frame-through
In relation to the constructed image of celebrity which becomes the main object of this research, it is important to understand the definition of the image. Image in relation to celebrity is different with the image of a thing or a human (picture). The image that is discussed in this research is defined as “mental picture or idea; concept of something” (Hornby, 1987: 423) or it can be said that image is certain characteristic that is owned by celebrity or institution or company. Therefore, the constructed image can be defined as the construction of certain characteristic, in this research in relation to celebrity, in goal to gain profit and popularity.
These images are not neutral but evince the power and point of view of the political and economic elites who operate and focus it (Gamson et. al., 1992: 374). The image of celebrity is constructed by certain group of people. These people lay behind the media industry. They are powerful and have ability to influence the public These images are not neutral but evince the power and point of view of the political and economic elites who operate and focus it (Gamson et. al., 1992: 374). The image of celebrity is constructed by certain group of people. These people lay behind the media industry. They are powerful and have ability to influence the public
Celebrity and image are one. Both of them cannot be separated. Image of celebrity comes from media. They are famous not for what they do but how the mass media defines them (Nachbar and Lause, 1992: 26). Obviously, it can be stated that the relation between media and celebrity is very close. Celebrity can exist and maintain their popularity through media. While, the media industry, especially entertainment and gossip magazine, run and grow well with the story of celebrity’s life.
Today, we live in the era of media culture. Directly or indirectly, media becomes the source of behavior education. It is because our life is covered with the influence of media. Media culture does not only take up expanding moments of everyday life, but also provides ever more materials for fantasy, dreaming, modeling thought
(Kellner in http:www.gseis.ucla.edu/faculty/kellner/papers/medculturespectacle.html) Media is the new power of today. It is part of our life that cannot be separated easily. Sometimes, it appears like superhero, while in other times the devil becomes its cover. It is true because media is a means that can shape and influence public opinion. Its crucial role makes media become an important aspect to become successful.
and
behavior,
and
identities
Besides media culture, we also live in media spectacle. Spectacle here refers to the consumption culture in relation to media influence through all their products and programs. Spectacle describes a media and consumer society, organized around the production and consumption of images, commodities, and staged events (ibid). Guy Debords and the Society of Spectacle argue that the concept of spectacle therefore involves a distinction between passivity and activity and consumption and production, condemning lifeless consumption of spectacle as an alienation from human potentiality for creativity and imagination (ibid).
In relation to media culture and spectacle, celebrity becomes the main product which is exploited. “Celebrity too is manufactured and managed in the world of media spectacle” (ibid). For media industry, celebrities are the icons of media culture, the gods and the goddesses of everyday life (ibid). As the object of exploitation, celebrity has an important role in maintaining the existence of media industry. It is because without the news and story from them, all the entertainment and media industry will be closed down.
Celebrity is constructed by media. Their life is in construction of image. They exist through the popularity of their image. Through these constructions the consumption culture becomes the habit of society today. It is the reason why the researcher was interested in taking the case as the main problem. To analyze and to explore the main problem, the researcher took the American teen celebrity as the main object because teen star or teen celebrity is the object which influences the behavior of American teenagers. As we all know, teenager is the next generation of
American future. From the construction image of American teen celebrity, directly, we can understand the American people as well.
In this research, the researcher took the constructed images of American teen celebrity- Miley Cyrus-on her official website as the main focus. Since celebrity, image, and media is related to each other, therefore the construction of Miley Cyrus’s images become one of the main factors why her popularity is enormous among the American teenagers and influence their behavior of today.
Miley Cyrus is the new icon of Disney. Before Miley Cyrus, Disney icons were Britney Spears, Lindsay Lohan, Hillary Duff, etc. She is popular due to Disney’s series, Hannah Montana, which was popular in 2006.
Miley Cyrus is a phenomenon of American Teen Celebrity. In her young age,
16, she was included TIME magazine (edition around year 2008) as one of the 100 most influential people, along with the popular name, such as Dalai Lama, Brad Pitt, Angelina Jolie, George Clooney, Mariah Carey, etc. Also, according to Forbes Magazine edition 2009, Miley Cyrus was included as one of the most valuable young stars, along with Daniel Radclliff (19) and Dakota Fanning (15). On March 28th 2009, Kids Choice Awards (Nickelodeon’s Award program), Miley won the nominee as a favorite female singer. In relation to her album, Hannah Montana Soundtrack got
number 1 rank on April 23th, 2009. Her new movie which was released on April 10 th 2009 also in the box office, even in the past easter day, Hannah Montana movie was
dominating.
The achievement that Miley already got made the researcher interested in taking her as the main object to be analyzed. Besides, there is none the students of English Department of Sebelas Maret University who takes Miley Cyrus as the main object.
Miley was born on November 23 rd , 1992 in Nashville, Tennessee. Her birth name is Destiny Hope Cyrus. Her dad is a country singer and an artist named Bill
Ray Cyrus, while, her mother is Leticia Finley. She received her first acting role in 2003, playing opposite her father in the TV series Doc. Then, she appeared in episodes of other shows. Later that year she had her big screen debut in the movie Big Fish , playing a young Ruthie.
In 2006 her family moved to Los Angeles and after many interviews and call- backs she received her break-out role as Hannah Montana/Miley Stewart in the Disney Channel hit Hannah Montana . The show was very successful. Miley has recently signed a four album contract with Hollywood Records. The Hannah Montana Soundtrack hit stores in on October 24, 2006. In December of 2007, she began working on a spin-off movie to her TV series entitled Hannah Montana: The Movie due to be released on May 1, 2009. Her One In A Million DVD was be released on Jan. 27, 2008. On July 22, 2008, she released her sophomore album entitled Breakout which peaked at #1 (this was her first project that did not include the Hannah Montana franchise. She lent her voice to an animated character (Penny) in Bolt, which did fairly well in the box office and earned her a Golden Globe nomination. In February 2009, she was criticized when photos of her making "slanted In 2006 her family moved to Los Angeles and after many interviews and call- backs she received her break-out role as Hannah Montana/Miley Stewart in the Disney Channel hit Hannah Montana . The show was very successful. Miley has recently signed a four album contract with Hollywood Records. The Hannah Montana Soundtrack hit stores in on October 24, 2006. In December of 2007, she began working on a spin-off movie to her TV series entitled Hannah Montana: The Movie due to be released on May 1, 2009. Her One In A Million DVD was be released on Jan. 27, 2008. On July 22, 2008, she released her sophomore album entitled Breakout which peaked at #1 (this was her first project that did not include the Hannah Montana franchise. She lent her voice to an animated character (Penny) in Bolt, which did fairly well in the box office and earned her a Golden Globe nomination. In February 2009, she was criticized when photos of her making "slanted
Babysitting (source: http://www.popstarsplus.com/actress_mileycyrus.htm th , browsed on March 12 , 2009,
at 12.40 pm ).
B. SCOPE OF THE STUDY
The scope of this study according to the research background above was to describe constructed images of Miley Cyrus as American Teen Celebrity on Miley
Cyrus Official Website on April 22 th 2009 - May 6 2009.
nd
C. RESEARCH QUESTION
In this research, the researcher took two issues as the main problems to be analyzed as follows:
1. What are the constructed images of Miley Cyrus as American Teen Celebrity on Miley Cyrus Official Website like?
2. How do the constructed images of Miley Cyrus on Miley Cyrus Official Website help her maintain her popularity among American Teens?
D. OBJECTIVES OF THE STUDY
The main issues that were raised in research question become the source of problem that later on to be analyzed with some theories. The purpose of this analysis was to describe what the constructed images of Miley Cyrus as American Teen Celebrity on Miley Cyrus Offical Website are like and how the constructed image on her official website can help her maintain her popularity among American teenagers.
E. SIGNIFICANCES OF THE STUDY
The significances of the study that can be explored from this research are as follows:
1) To understand the behavior of American teenagers today in relation to the huge popularity of Miley Cyrus through her constructed images as an American teen celebrity.
2) To give information to American Studies mainstream students of English Department, especially those who are interested in Popular Culture Studies, about the constructed images of American Celebrity.
F. METHODS OF RESEARCH
1. Type of Research
The type of research of that the researcher did was library study which focused on descriptive qualitative. Strauss and Corbin stated that qualitative research means any kind of research that produces findings not arrived at by means of statistical procedures or other means of quantification. It can refer to research about person’s lives, stories, behaviors, but also about organizational functioning, social movements, or interaction relationship. These include observation and interviews, but might also include document, book, and video tapes (Strauss and Corbin, 1990: 18).
2. Source of Main Data and Supporting Data
a. Main Data
The source of the main data of this research was Miley Cyrus Official Website on www.mileycyrus.com , which includes her official fans club on www.mileyworld.com . The main data of this research were in the form of pictures, colors, and words.
b. Supporting Data
Supporting data were used in order to support the main data and the analysis. Supporting data of this research were taken from Miley’s song lyrics, news, articles, journals, books, etc which relates to the research object.
3. Technique of Processing Data
The data processing phases were directed as follows:
a. Understanding phase: the main data were observed and analyzed. The researcher tried to understand, then, decided to take the important and main issues from it.
b. Analysis Phase: the theories were used to explore and to analyze the constructed image of celebrity, in this research Miley Cyrus.
c. Concluding phase: the evaluation and the examination toward the result of the analysis of the main data and the supporting data.
G. THEORETICAL APPROACH
American celebrity or American hero is part of popular culture product which relates with American studies mainstream. Due to that reason, celebrity or hero-which is covered with constructed images- as one of the popular culture studies can be analyzed by using interdisciplinary analysis. The application of interdisciplinary analysis involves or covers “more than one area of study” (Hornby, 1987: 622).
To analyze the issues in this thesis, the researcher used theories as follows: Popular Culture Theory, Visual Social Semiotic, and Media Theory. The researcher took Pop culture theory in order to analyze the main problems in the research question. Celebrity is part of product of popular culture. Their behavior and their attitude influence the life style of the society today. The popular To analyze the issues in this thesis, the researcher used theories as follows: Popular Culture Theory, Visual Social Semiotic, and Media Theory. The researcher took Pop culture theory in order to analyze the main problems in the research question. Celebrity is part of product of popular culture. Their behavior and their attitude influence the life style of the society today. The popular
Besides popular culture theory, the researcher also used visual social semiotic as the theory which was used to analyze the main problems. The main data of this thesis, website, was much related to visual aspects. According to Hornby, visual is “concerned with, used in, seeing” (ibid., 959). In analysing the main data of this thesis, the researcher did the activity of seeing website. Image is the most dominant aspect that researcher found on that website, besides a little bit element of music and video. In relation to that data, the researcher needed theory that could help to understand any significance aspects of the data. The researcher decided to choose visual social semiotic, since “the visual social semiotic approach may be useful for exploring visual elements since this approach may reveal how the viewer interacts with the image (Kress & van Leeuwen, 1996; Jewitt and Oyama, 2001). Later, they also explained that even though this approach has previously only been used to apply to image in printed documents, it is also suitable for analyzing the context of the images within multimedia texts. Multimedia texts may be defined as texts which have more than one mode (Kress & van Leeuwen, 2001: 1-2). Mode here refers to any organized, regular means of representation and communication, such as still images, gestures, postures, speech, music, writing, or a new configuration of all these elements (Kress, et. al. 2001 in Jewitt, 2004: 184).
Miley Cyrus website, www.mileycyrus.com , was the source of main data of this thesis. In relation to the source of data which is in the form of website, as part of electronic media, media theory especially website studies was needed to analyze the main problems.
F. THESIS ORGANIZATION
The thesis was organized into four subsequent chapters, outlined as follows: CHAPTER I : INTRODUCTION, provides Research Background, Scope of Study, Research Question, Objective of the Study, Benefits of the Study, Methods of Research, Theoretical Approach, and Thesis Organization.
CHAPTER II : LITERATURE REVIEW, consists the explanation of Popular Culture Theory, Visual Social Semiotic, semiotic Theory, Celebrity Culture, The Web of Celebrity, Miley Cyrus Official Website, and American Teenager and Disney.
CHAPTER III
: ANALYSIS, consists of the constructed images of Miley Cyrus as American Teen Celebrity on Miley Cyrus Official Website : ANALYSIS, consists of the constructed images of Miley Cyrus as American Teen Celebrity on Miley Cyrus Official Website
CHAPTER IV : CONCLUSION AND RECOMMENDATION
CHAPTER II LITERATURE REVIEW
Literature review is the chapter which explains about the theories and materials which were used to analyze the research questions. In this chapter, they are Popular Culture Theory, Visual Social Semiotic, Semiotic Theory, Celebrity Culture, The Web of Celebrity, Miley Cyrus Official Website, and American Teenager and Disney.
1. POPULAR CULTURE THEORY
Popular Culture is “the products of human work and thought which are (or have been) accepted and approved of by large number of society” (Nachbar and Lause, 1992: 14). In other words, it can be defined as a product of culture which is popular among the society. The product itself can be anything which comes from the human’s work and thought.
The cultural product can be popular if it can reflect the zeitgeist. ‘Zeitgeist’ is a German word which refers to “the spirit of an era-the major beliefs and values which describe the particular outlook of a culture during specific period of time” (ibid., 4). The study of popular culture which is considered as the reflective of audience beliefs and values must focus upon two aspects of zeitgeist (ibid., 5): The cultural product can be popular if it can reflect the zeitgeist. ‘Zeitgeist’ is a German word which refers to “the spirit of an era-the major beliefs and values which describe the particular outlook of a culture during specific period of time” (ibid., 4). The study of popular culture which is considered as the reflective of audience beliefs and values must focus upon two aspects of zeitgeist (ibid., 5):
b. Concrete – “era of zeitgeist also expresses deep-seated, highly significant “concrete” beliefs and values which transcends the specific time period and represent the fundamental character of the culture itself”.
The characteristic of popular culture study is reflective, in which it reflects the audience’s beliefs and values. Reflective aspect in popular culture study is guided by certain formula, which is known as popular culture formula. The popular culture formula refers to (ibid., 5):
· “The popularity of given culture element (object, person or even) is directly proportional to the degree to which that element is reflective of audience beliefs and values”.
· The greater popularity of the cultural element means that it more reflects the spirit of an era.
Here is the picture of the house of popular culture which will make the explanation regarding to the popular culture study becomes clearer.
Daily Life
Event floor:
Beginning
Middle
ARTS r
RITUALS
End
m ula
Artifact imaginary/created Real Floor:
icon Objects
icons
celebrity
heroes heroes And People
stereotype
Beliefs and Values
shallow
fads
fancies T D
brief
fashions U S R
Erratic
A T Bedrock belief (myth) and values Stable
convictions The house of popular culture consists of three floors, the basement, the first Significant
certainties floor, and the second floor. In the basement, there are bedrock beliefs (myths) and Longstanding assumptions
values. “Belief and values are in the basement because they are ideas which cannot be “seen” in and of themselves-they exist in the cultural mind and in the minds of the individual members of mass society” (ibid., 22-23). Beliefs and values deep down in the solid rock of the house’s foundation can be termed “bedrock beliefs and values” because they are the most stable, longstanding, and significant ones characteristic of broad components of the total population” (ibid., 23).
The first floor consists of artifacts-object and people. “Artifacts are visible expression of the beliefs and values which lie “below” in the basement” (ibid., 24). Icons are popular objects, while heroes are popular celebrities. Both of them are divided into real and imaginary. Celebrities, which become the main topic of the research, are located in this floor. According to the picture above, celebrities cut The first floor consists of artifacts-object and people. “Artifacts are visible expression of the beliefs and values which lie “below” in the basement” (ibid., 24). Icons are popular objects, while heroes are popular celebrities. Both of them are divided into real and imaginary. Celebrities, which become the main topic of the research, are located in this floor. According to the picture above, celebrities cut
In the third floor, there are arts and rituals. “Rituals are highly patterned symbolic events in which we all participate as a way of marking important passages in our individual lives or in the society as a whole, in which we bind our culture together in a celebration of our common beliefs and values and /or in which we release tension and anxiety in a socially acceptable “safe” manner” (ibid., 27). Arts are the room for many cultural products, especially, popular culture.
2. VISUAL SOCIAL SEMIOTIC
Visual social semiotic is a branch of semiotic study, originating in 1990s. It is
a new field of study which comes up due to the development of visual communication. Visual social semiotic has been defined by Jewitt and Oyama as involving “the description of semiotic resources, what can be said and done with image (and other visual means of communication) and how the things people say and do with images can be interpreted” (Jewitt and Oyama, 2001: 136, in Harrison, Technical Communication Journal, volume 50, number 1, February 2005).
In relation to visual social semiotic, the researcher took Kress and van Leeuwen as the main reference, since “their method for reading the visual is based on semiotic principles (how meaning is made and understood) and is widely used by academics and practitioners in the areas of functional linguistics and visual discourse analysis” (Roberts and Phillip in www.ascilite.org.au/ajet/ajet22/roberts.html , browsed on March 25, 2009, at 11:41:31 am). It also provides detailed and explicit methods for analyzing the meanings established by the syntactic relation between people, places, and things depicted in images (ibid).
Semiotic principles are the basic method of Kress and van Leeuwen in analyzing any kind of visual aspects which included in visual communication. They Semiotic principles are the basic method of Kress and van Leeuwen in analyzing any kind of visual aspects which included in visual communication. They
Visual is much related with image, in the case that in visual people or the audience does the activity of seeing. According to Kress and van Leeuwen, image has three meanings; they are representational meaning, interpersonal meaning, and compositional meaning (ibid).
The first meaning is called representational meaning . It also can be called as narrative representation. This meaning is in relation to people, place, object in image, etc. Representational meaning has two major processes, presentational (narrative) process and conceptual process. Presentational process, then by Kress and van Leeuwen, is divided into two main majors, actional and reactional. Actional, according to them, can be identified “when participants are connected by a vector, they are represented as doing something to or for each other…These vectors are formed by depicted elements that form an oblique line, often a quite strong diagonal line…” (Kress & van Leeuwen, 1996: 56-57). In other words, actional is an action that creates a relation between represented participants (people, place, object in image, etc). In relation to this, Kress and van Leeuwen also divide actional into two kinds of structures, non-transactional structure and transactional structure. Non- transactional structure happens when the image has only one participant (which then is called as actor), and it has no goal. While, transactional structure happens when the image consists of two participants, the first is the actor and the other is the goal. Kress The first meaning is called representational meaning . It also can be called as narrative representation. This meaning is in relation to people, place, object in image, etc. Representational meaning has two major processes, presentational (narrative) process and conceptual process. Presentational process, then by Kress and van Leeuwen, is divided into two main majors, actional and reactional. Actional, according to them, can be identified “when participants are connected by a vector, they are represented as doing something to or for each other…These vectors are formed by depicted elements that form an oblique line, often a quite strong diagonal line…” (Kress & van Leeuwen, 1996: 56-57). In other words, actional is an action that creates a relation between represented participants (people, place, object in image, etc). In relation to this, Kress and van Leeuwen also divide actional into two kinds of structures, non-transactional structure and transactional structure. Non- transactional structure happens when the image has only one participant (which then is called as actor), and it has no goal. While, transactional structure happens when the image consists of two participants, the first is the actor and the other is the goal. Kress
The second process is conceptual process. Conceptual images do not involve action or reaction on the part of represented participants but represent “participants in terms of their more generalized ad more/less stable and timeless essence, in terms of class, or structure, or meaning” (ibid., 79). Conceptual process which is embedded in image, it is also divided into three sections: classificatory, analytical, and symbolic. Classificatory is that represented participant as “kind of” something or some group (that is they are members of the same class). Analytical is that the represented participants are displayed in terms of a “part-whole” structure. The whole is a carrier who possesses “parts” called attributive. Symbolic is that represented participants are important for what they mean.
The second meaning in relation to image making-meaning is
interpersonal meaning. It is defined as the relation between the image and the viewer. Kress and van Leeuwen have identified some aspects in relation to this meaning:
1. Mood
In analyzing and reading visual image, it is true that the audience or the viewer will directly gaze to the image. Therefore, identifying mood, according to Kress and van Leeuwen is needed. Mood is divided into two:
a. Demand: this visual configuration is explicitly acknowledged by the viewer (the represented participant is looking directly to the viewer). The purpose of demand is to influence the audience or the viewer to enter into an imaginary relation with the represented participant.
b. Offer: the represented participant is looking outside the picture or at someone or something within the image. Usually, in offer, represented participant is functioned as item of information or viewer’s contemplation.
2. Perspective
Perspective is the way how the viewer is looking to the image. Subjective and objective in looking the image are part of perspective. Subjective image is everything that is positioned and arranged for the viewer, in order to adopt a particular stance with an image. While, objective image is the viewers are disregarded in terms of their involvement with the participants in an image. In relation to arranging and positioning the image, subjective image consists of vertical angle and horizontal angle.
a. Vertical angle: the nature of the power relation between the viewer and the image.
i. High angle: the image is viewed from above, this means that the interactive participant (the viewer) is in the position of power in relation to represented participant.
ii. Low angle: the image is viewed from below, this means that the represented participant is in the position of power in relation to interactive participant.
iii. Straight on: the image is in the eye level, this means that between interactive participant and represented participant is equal.
b. Horizontal angle: the involvement of the reader with the image through frontal and oblique points of view.
3. Social distance
The distance is divided into three, they are:
a. Intimate distance: a shot of just the face or head of participant
b. Personal distance: a shot of the head and shoulder
c. Far social distance: represented in the framing of the whole figures of a group of people In relation to the relation toward the viewer, the shot is divided into three:
a. Close up: indicate personal relation
b. Medium shot: indicate the realm of social relation
c. Long shot: indicate public relation
4. Lighting
Lighting gives crucial effect to the image. The most common of lightings are: Lighting gives crucial effect to the image. The most common of lightings are:
b. The fill light: soft or indirect light that “fills in” the shadows formed by the key light
c. The back light: shines from behind the subject, usually to differentiate it from the background
5. Color
Color also play important role in making the mood or feeling of the image. It is also giving certain meaning toward the image. Here are some of color meanings which were taken from http://www.color-wheel-pro.com/color- meaning.html (browsed on Thursday, October 29, 2009, at 6:26:22 pm)
a. Red : Red is the color of fire and blood, so it is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love.
Light red : light red represents joy, sexuality, passion, sensitivity, and love Pink : pink signifies romance, love, and friendship. It denotes feminine qualities and passiveness. Dark red : dark red is associated with vigor, willpower, rage, anger, leadership, courage, longing, malice, and wrath. Brown : brown suggests stability and denotes masculine qualities. Reddish-brown : reddish brown is associated with harvest and fall.
b. Orange: orange combines the energy of red and the happiness of yellow. It is associated with joy, sunshine, and the tropics. Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation.
Dark orange: dark orange can mean deceit and distrust. Red-orange : red orange corresponds to desire, sexual passion, pleasure, domination, aggression, and thirst for action. Gold : gold evokes the feeling of prestige. The meaning of gold is illumination, wisdom, and wealth. Gold often symbolizes high quality.
c. Yellow: Yellow is the color of sunshine. It is associated with joy, happiness, intellect, and energy. Yellow produces a warming effect, arouses cheerfulness, stimulates mental activity, and generates muscle energy. Yellow is often associated with food. Bright, pure yellow is an attention getter, which is the reason taxicabs are painted this color.
Dull (dingy) yellow represents caution, decay, sickness, and jealousy. Light yellow is associated with intellect, freshness, and joy.
d. Green : green is the color of nature. It symbolizes growth, harmony, freshness, and fertility. Green has strong emotional correspondence with safety. Dark green is also commonly associated with money.
Dark green is associated with ambition, greed, and jealousy. Yellow-green can indicate sickness, cowardice, discord, and jealousy. Aqua is associated with emotional healing and protection. Olive green is the traditional color of peace.
e. Blue : blue is the color of the sky and sea. It is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven.
Light blue is associated with health, healing, tranquility, understanding, and softness. Dark blue represents knowledge, power, integrity, and seriousness.
f. Purple: purple combines the stability of blue and the energy of red. Purple is associated with royalty. It symbolizes power, nobility, luxury, and ambition. It conveys wealth and extravagance. Purple is associated with wisdom, dignity, independence, creativity, mystery, and magic.
nostalgic feelings. Dark purple evokes gloom and sad feelings. It can cause frustration.
Light purple evokes
romantic
and
g. White: white is associated with light, goodness, innocence, purity, and virginity. It is considered to be the color of perfection. White means safety, purity, and cleanliness. As opposed to black, white usually has a positive g. White: white is associated with light, goodness, innocence, purity, and virginity. It is considered to be the color of perfection. White means safety, purity, and cleanliness. As opposed to black, white usually has a positive
h. Black: black is associated with power, elegance, formality, death, evil, and mystery. Black is a mysterious color associated with fear and the unknown (black holes). It usually has a negative connotation (blacklist, black humor, 'black death'). Black denotes strength and authority; it is considered to be a very formal, elegant, and prestigious color (black tie, black Mercedes). In heraldry, black is the symbol of grief.
6. Modality
Visual modality rests on culturally and historically determined standards of what is real and what is not, and not of the objective correspondence of the visual image to a reality defined in same ways independently of it (Kress and van Leeuwen, 1996: 168). Modality is the credibility or the truthfulness of the image. It is related very much on the photograph element.
The third meaning is compositional meaning . It operates on the layout of the image itself in order to make certain meaning and to create textual coherence. Compositional meaning includes salience, the reading path, vectors, the compositional axes, and centers and margins.
a. Salience: the ability of a represented participant to capture the viewer’s attention. Here are some of salience component:
· Size: the larger of the represented participant, the greater the salience · Sharpness of focus: out of focus represented participant has less
salience · Tonal contrast: areas of high tonal contrast have greater salience · Color contrast: strongly saturated colors have greater salience than
‘soft’ colors · Foreground or background: represented participant in the foreground
has greater salience than represented participant in the background.
b. The reading path The reading path is taken through the salience of the image. In reading the path, beginning from the path which has the most salience and then moving to the path which has less salience.
c. Vectors The vectors lead the reader of the image from one element to another.
d. The compositional axes The axes are divided into two: vertical axis and horizontal axis.
· The vertical axis According to Kress and van Leeuwen, this axis can be called as given
or new. The left side is called the given. The elements of the image which are placed in this side are understood by the viewer. The effect is that the element becomes familiar and agreed-upon departure point or new. The left side is called the given. The elements of the image which are placed in this side are understood by the viewer. The effect is that the element becomes familiar and agreed-upon departure point
· The horizontal axis The horizontal axis is the placement of elements in the upper or lower sections. The element of image which is placed in the upper section is called ideal. The element of image which is placed in the lower section is called real.