Reflection of Cultures in the Video - Article Example

REFLECTION OF CULTURES IN THE VIDEO Name Institution Professor Course Date Reflection of Cultures in the Video Introduction Culture refers to cumulative deposit of experience, beliefs, knowledge, values, and attitudes as well as religions, notions of time, material objects, roles, and possessions acquired by a group of individuals in the process of generations through striving of persons and groups (Prosper 2014, p. 36). From this perspective, it is essential to note that culture is the systems of knowledge, which a group of people share in their existence. It is a way of life of a group of individuals with reference to the values, behaviours, symbols, and attitudes. In addition, culture might relate to explicit and implicit culture acquired or transmitted through symbols and meanings. Culture is an essential component in the existence of humanity. This is because of the importance of culture in the creation of identity of individuals and groups, which is critical in differentiation of persons and communities across the globe. Furthermore, culture is crucial in the development of quality bonds through generation of the sense of belonging among the individuals sharing attitudes, values, roles, and norms (Sobre-Denton 2013, p. 6). Culture is essential in the generation of principles guiding socialisation and interaction within the society. The purpose of this research is to evaluate the media text: UNICEF version of Katy Perry’s song ‘Unconditionally’. This is through evaluation of the cultures within the media text while focusing on the local global, institutional, professional, and media cultural perspectives. The article will concentrate on humanitarian culture and celebrity culture as evident in the media text. The approach will be critical in understanding the importance and reflection of culture in the course of understanding or creating the meaning of the media text. ‘Humanitarian Culture’ ‘Humanitarian culture’ refers to the attitudes, norms, patterns, knowledge, ideologies, and perceptions concerned with or seeking to promote human welfare. ‘Humanitarian culture’ concentrates on promotion of the societal or human welfare through elimination of prejudice in relation to human suffering on grounds of sexual orientation, health, religious, and national diversities. The goal of this culture is to save lives, minimise or relieve suffering, and promote or enhance human dignity. There are diverse approaches in the representation of this type of culture. Some of the examples of humanitarian culture include provision of safety for refugees, development of shelter and food for the homeless, and assisting people in the aftermath of natural disasters or political unrests. Humanitarians have the obligation of balling disease, violence, and hunger in diverse contexts across the globe regardless of diversity among groups and individuals (Goggin 2011, p. 150). In the development and presentation of the UNICEF version of Katy Perry’s song ‘Unconditionally’, there are numerous reflections of the ‘humanitarian culture’ in accordance with the scope and themes of the song and mission of the UNICEF institution. The purpose of the video is to promote unconditional acceptance of the HIV-positive individuals. This is an illustration of the concept of ‘humanitarian culture’, which focuses on the promotion of human dignity while eliminating discrimination and prejudice. ‘Humanitarian culture’ is evident in the video through integration of lots of warm hugs, tear-streaked faces, and wide smiles. This culture is also evident in the video through the message, which continues to spread through #ShowYourLove hash tag. The video also features individuals writing encouraging messages such as ‘love is everything’, ‘positive sympathy’, and ‘survivor’ on the chalkboards for the world to assess. In addition, the video incorporates messages focusing on the illustration of the realities of HIV in the 21st century. Some of such messages evident in the video include ‘if you love me use condoms’ and ‘get tested’. The video focuses on the promotion of human welfare among the younger audience, which continues to experience the massive increase in HIV incidences. These messages within the video reflect on the need for humanity to come together in the course of overcoming diseases and discrimination (Jin 2013, p. 151). Another aspect of the ‘humanitarian culture’ in the video is incorporation of HIV-positive and HIV-negative individuals, showing togetherness in the fight against the disease, which affects human dignity. The approach is also an indication of lack of discrimination in the fight against HIV, which is an illustration of a noble act in the promotion of human welfare (McClean 2012, p. 8). Thrall et al, (2014, p. 135-159) focus on illustration of the concepts of human rights NGOs and the issues in relation to global communication. According to this research article, NGOs have focused on the usage of mainstream news media in the course of exposing human-rights violations as well as encourage of governments to pressure the perpetrators. Integration of internet has been a revelation for the NGOs to incorporate new strategies in relation to information politics, thus the concept of ‘humanitarian culture’. This model transformation is highly application in the course of developing and implementing the UNICEF version of Katy Perry’s song ‘Unconditionally’, which concentrates on aiding the role of younger audience in overcoming HIV and related prejudice or stigma (Prosper 2014, p. 39). ‘Celebrity Culture’ ‘Celebrity culture’ refers to the culture of popularising certain individuals with specific attributes that society deem exceptional (Gibson 2011, p. 213). In the current society, it is essential to note that attributes might or might not be genuine. Celebrities are role models for adolescents and teenagers in most cases. From this perspective, media outlets focus on the usage of celebrities in the course of reaching their target audiences in the modern context. In the development and presentation of the UNICEF version of Katy Perry’s song ‘Unconditionally’, it is ideal to note the influence and reflection of the ‘celebrity culture’. This is evident in the usage of Katy Perry as the ambassador for the approach in the course of seeking to reach the target audience. The purpose of the video is to pass the need to overcome and embrace individuals with HIV within the society. In the course of achieving this objective, the video incorporates Katy Perry, as the celebrity with the intention of reaching the younger generation suffering from HIV (Thrall 2014, p. 147). The younger generation view her status in the society as mentor or role model, thus enhanced participation. In addition, the global audience with accessibility to the video have the opportunity to subscribe to the influence and message of the video in accordance with the objective of UNICEF. From this illustration, it is ideal to note that the usage of Katy Perry in the video to appeal to the target audience on the need to come together in overcoming HIV and eliminating discrimination and stigma among the younger generation. The younger generation have the ability to relate their favourite celebrity (Katy Perry) to the message or content of the video in the achievement of the humanitarian goals and targets with reference to promotion of human dignity across the globe. On the other hand, Katy Perry focuses on the usage of the video and cause to substantiate her image and reputation in the fight against HIV as well as the need to promote human dignity (Dixon 2000, p. 550). There are theoretical representation and application of the ‘celebrity culture’. This is evident in the case of Lilie (2012, p. 1-21). In this research, the author focuses on illustration of the concepts of theatre, celebrity, and authenticity in relation to understanding of the concept of ‘celebrity culture’. One of the examples of the concept of ‘celebrity culture’ is role by Hepburn as the UNICEF Goodwill Ambassador in terms of raising the visibility of suffering. The aspect is ideal in prioritising the moral pea with the intention of eliminating distant suffering under the influence of re-distribution of global resources, which is ideal in the transformation of the conditions of suffering. Celebrities have the opportunity to act as theatrical figures. This is because of the ability of the celebrities to command the necessary symbolic capital in the course of articulating personal dispositions while acting and feeling the exemplary public demands and perception. According to Lilie (2012, p. 4), celebrities have the ability to embody false promise of individual power as a force of social change, which is the illusion of a single person seeking to overcome structure of injustice. Multiculturalism Multiculturalism refers to the ability to respect, accommodate, and promote diversity of cultures in the contemporary context (Steinberg 2009, p. 19). It is critical to note that individuals and societies focus on exploitation of different cultural perspectives. In order to interact effectively and efficiently, individuals have the obligation of overcoming these cultural boundaries through adoption and incorporation of multiculturalism competence. In the context of the video, the concept of multiculturalism is evident in the incorporation of individuals from different cultures across the globe in the show of their support towards overcoming HIV, which is a common problem of the society regardless of the cultural affiliation. The society concentrates on utilisation of the concept of multiculturalism to overcome the issues of prejudice, stigmatisation, and discrimination of the individuals who are HIV-positive. The video portrays this element through incorporation of persons of different races with diverse cultural affiliation hence the issues of multiculturalism. Conclusion Conclusively, culture refers to cumulative deposit of experience, beliefs, knowledge, values, and attitudes as well as religions, notions of time, material objects, roles, and possessions acquired by a group of individuals in the process of generations through striving of persons and groups. Culture is critical in the creation of identity of individuals and groups, which is critical in differentiation of persons and communities across the globe. In addition, culture is crucial in the development of quality bonds through generation of the sense of belonging among the individuals sharing attitudes, values, roles, and norms. In the development and presentation of the film, UNICEF focuses on incorporation of both ‘humanitarian culture’ and ‘celebrity culture’ (Chari 2010, p. 339). Humanitarian culture is evident in the presentation of both HIV-positive and negative youths in the course of overcoming prejudice and stigma, which might affect human dignity. The approach is critical in the promotion of human welfare. On the other hand, celebrity culture is evident through the usage of Katy Perry while acting as the UNICEF Ambassador in the course of overcoming HIV incidents. List of References Lilie Chouliaraki 2012, “The Theatricality of Humanitarianism: A Critique of Celebrity Advocacy,” Communication and Critical/Cultural Studies, 9:1, 1-21, DOI: 10.1080/14791420.2011.637055 McClean G, 2012, “SBS’s multilingual dilemma: global media, ‘community languages’ and cultural citizenship.” Global Media Journal-Australian Edition, 6 (1); 1-11. Gerard Goggin 2011, “Ubiquitous apps: politics of openness in global mobile cultures,” Digital Creativity, 22:3, 148-159, DOI: 10.1080/14626268.2011.603733 Jin Yong, D, 2013, “The Construction of Platform Imperialism in the Globalisation Era.” tripleC 11 (1): 145-172. Thrall T, 2014, “May we have your attention please? Human-Rights NGOs and the Problem of Global Communication.” The International Journal of Press/Politics: 19 (2), 135- 159. Sobre-Denton, 2013, “Cultural identity, communication, and critical self-transformation: Towards Cosmopolitan People-hood.” Taylor and Francis, Hoboken, ISBN: 9781135136321. Prosper Yao Tsikata, 2014, “The historical and contemporary representation of Africa in global media flows: Can the continent speak back for itself on its own terms?” Communication: South African Journal for Communication Theory and Research, 40:1, 34-48, DOI: 10.1080/02500167.2014.835530 Dixon, T. and D. Linz. 2000. Race and the misrepresentation of victimization on local television news. Communication Research 27(5): 547–573. Chari, T. 2010. Representation or misrepresentation? The New York Times’ framing of the 1994 Rwanda genocide. African Identities 8(4): 333–349. Kwak, Haewoon, Changhyun Lee, Hosung Park, and Sue Moon. 2010. “What is Twitter, a Social Network or a News Media?” Proceedings of the 19th International Conference on World Wide Web, Raleigh, NC, 591–600. Gibson, P. C. 2011. Fashion and celebrity culture. London, Berg. Steinberg, S. R. (2009). Diversity and multiculturalism: a reader. New York, Peter Lang. Read More

‘Humanitarian culture’ is evident in the video through integration of lots of warm hugs, tear-streaked faces, and wide smiles. This culture is also evident in the video through the message, which continues to spread through #ShowYourLove hash tag. The video also features individuals writing encouraging messages such as ‘love is everything’, ‘positive sympathy’, and ‘survivor’ on the chalkboards for the world to assess. In addition, the video incorporates messages focusing on the illustration of the realities of HIV in the 21st century.

Some of such messages evident in the video include ‘if you love me use condoms’ and ‘get tested’. The video focuses on the promotion of human welfare among the younger audience, which continues to experience the massive increase in HIV incidences. These messages within the video reflect on the need for humanity to come together in the course of overcoming diseases and discrimination (Jin 2013, p. 151). Another aspect of the ‘humanitarian culture’ in the video is incorporation of HIV-positive and HIV-negative individuals, showing togetherness in the fight against the disease, which affects human dignity.

The approach is also an indication of lack of discrimination in the fight against HIV, which is an illustration of a noble act in the promotion of human welfare (McClean 2012, p. 8). Thrall et al, (2014, p. 135-159) focus on illustration of the concepts of human rights NGOs and the issues in relation to global communication. According to this research article, NGOs have focused on the usage of mainstream news media in the course of exposing human-rights violations as well as encourage of governments to pressure the perpetrators.

Integration of internet has been a revelation for the NGOs to incorporate new strategies in relation to information politics, thus the concept of ‘humanitarian culture’. This model transformation is highly application in the course of developing and implementing the UNICEF version of Katy Perry’s song ‘Unconditionally’, which concentrates on aiding the role of younger audience in overcoming HIV and related prejudice or stigma (Prosper 2014, p. 39). ‘Celebrity Culture’ ‘Celebrity culture’ refers to the culture of popularising certain individuals with specific attributes that society deem exceptional (Gibson 2011, p. 213). In the current society, it is essential to note that attributes might or might not be genuine.

Celebrities are role models for adolescents and teenagers in most cases. From this perspective, media outlets focus on the usage of celebrities in the course of reaching their target audiences in the modern context. In the development and presentation of the UNICEF version of Katy Perry’s song ‘Unconditionally’, it is ideal to note the influence and reflection of the ‘celebrity culture’. This is evident in the usage of Katy Perry as the ambassador for the approach in the course of seeking to reach the target audience.

The purpose of the video is to pass the need to overcome and embrace individuals with HIV within the society. In the course of achieving this objective, the video incorporates Katy Perry, as the celebrity with the intention of reaching the younger generation suffering from HIV (Thrall 2014, p. 147). The younger generation view her status in the society as mentor or role model, thus enhanced participation. In addition, the global audience with accessibility to the video have the opportunity to subscribe to the influence and message of the video in accordance with the objective of UNICEF.

From this illustration, it is ideal to note that the usage of Katy Perry in the video to appeal to the target audience on the need to come together in overcoming HIV and eliminating discrimination and stigma among the younger generation. The younger generation have the ability to relate their favourite celebrity (Katy Perry) to the message or content of the video in the achievement of the humanitarian goals and targets with reference to promotion of human dignity across the globe.

Read More