Public relations in media and cultural contexts

The public sphere has been a discursive arena where members of the public have come together on a common platform, time and again, to discuss and debate matters of public importance and to find viable solutions to such issues. It is often through the public sphere that material public opinion has been communicated to the public authority; on the basis of which public policy has been shaped.

However, there is another angle to the arena of public sphere; this idea is determined by the play of public relations in the public sphere. As is already known, Public Relations is a set of communication and activities an entity (usually an organisation or government) undertakes to communicate a desired image of itself among its target public. With the increasing influence of media as a source of information in the society, it is becoming increasingly common for members of the public sphere to use the information disseminated by the media to determine issues or base arguments on. Therefore it can be rightfully concluded that more than often, public opinion may be shaped by the information received from the various media.

It is often debated and argued, about who really wields the power in terms of ultimate opinion formulation. Since, it is quite evident in the modern context that policy maker or the promoter itself can get the public response moulded in favour by means of a cleverly articulated public relations communication, disseminated by a media popular among the target public sphere.

 This learning about the role of public relations in the public sphere can be applied to the study of consumerism and its various avatars like promotionalism, celebrity culture and conspicuous consumption.

Of late, it has been noted that marketers are promoting the use of certain products by opportunistically capitalising on the consumer characteristic to emulate consumption patterns of popular public figures.

This demonstration effect has been reached by the portrayal of certain products/services as being of such value so as to uplift the status of its consumer in his immediate society. The prospective consumer is made to imagine the benefits of consumption; he/she makes the final purchase decision on the basis of this imagination. Often the public relations department ropes in celebrities for its media campaigns, in order to communicate the idea that one can achieve the status as that of the celebrity in question by consuming the products/services campaigned for.

Consider for example the case of Gucci accessories. The brand relies on promotion by celebrity figures such as models and actors to disseminate the thought that Gucci bags command prestige and make a fashion statement, among its target audience.  

The marketers already know that the consumer’s capacity to have desires is consistent and unlimited. The consumer is capable to ‘want’ and ‘need’ novel products as they hit the shelf. The only key component that would determine their buying decision will be the creation of a need for that product. This PR expert know, can be done easily by moulding a positive public opinion for the product by disseminating strategic information among the target public sphere.

An ethnographic study related to consumption

In this paper two acts of consumption have been analysed in context of themes presented in the class.

The first article of consumption in question is a pair of training shoes from the brand PUMA. The two dynamics that influenced the buying and consumption decision in context of this article are the influence of celebrity culture and cultural intermediaries.

Usain Bolt completed the historic 100 metre sprint at the Beijing Olympics wearing PUMA shoes. It is often joked that the shoes carried him to the gold. Since then, the shoes have been portrayed as an integral part of the lifestyles and training regimes of celebrity sportsmen and sportswomen.

While making a decision to buy the trainers I had this passing thought of being able to train just like any professional. A devoted fitness freak as I am, the trainers seem to be the perfect equipment that I need for a training regimen. I often feel that the association of PUMA with a lot of celebrity sport stars has made it easier for any consumer like me to assimilate the importance of PUMA shoes in any professional endeavours to physical training and exercising.

Another factor that could have influenced the consumption decision was the salesman’s stress on how easy it is to clean the trainers. Designers (the cultural intermediaries in this context) have kept in mind the pace of life of the potential customer; hence, colors which do not show dirt and materials which are easily cleanable and breathable are used in construction. A very important aspect of the consumer’s lifestyle and culture has been considered while producing the product.

The second article of consumption is a can of diet coke. The themes discussed in this context are, theories of consumer behaviour and Public relations and charity.

The drink in question was purchased as an act to quench thirst. However, various other alternatives were available on the shopping counter so I can safely state that there had been specific reasons to back the purchase of this specific brand, Coca Cola.

Coke is considered as the oldest soft/fizz drink in the world; its earliest use was as a medicine and currently Coke is being promoted as a drink that brings people together. All these references to the brand in popular culture make me realise that consuming coke is safe (especially diet coke) and is socially acceptable too. Hence I choose coke over other soft drink options available in the market.

I would also like to discuss the play of marginal utility derived from an act of consumption. When the can of coke was purchased, I was extremely thirsty. However just after three sips of the drink, I started to think that I could have waited a few minutes until I reach my apartment and could then have a drink from the refrigerator. By the time the can finished, I was already pondering about the adverse effect of this consumption on my training schedule. Thus, the marginal utility derived from the drink (to quench thirst) decreased with every sip of it that I had.

Concluding from the above examples; an effort has been made to link the various themes and theories of consumer behaviours to actual acts of consumption.

Representing Australia

Introduction

Australians have spent over a century debating their national identity and still no consensus has been reached. National identity is more or less a function of people’s assessment of themselves; it is influenced by the cultural, political and economic influences of the time – and is often a romantic, exaggerated and often narcissist thought about oneself.

This essay aims to study the various representations of being Australian. The study will cover an array of films, texts and commentaries that will bring out the essence of Australian national identity and will endeavour to trace the relation between the identities in context of the times they were perceived in.

Historical Background

The earliest perceptions of national identity were that of a ‘bushman’. The bushman image was perceived to be one of a practical and inventive spirit, well mannered, industrious if need be, leisurely, often swearing, gambling, drinking and ever helpful to mates. However this image strictly represented the Anglo working class male. The identity then, totally discounted representing the females or even the very natives of the land – the Aborigines.

 Racial discrimination and total assimilation of an ethnic group (believed to be of an inferior status from that of the white settlers) were the ideas then. The ‘Immigration restriction act’ and ‘The White Australia’ policy were among the many tools to convey the idea of the superiority of the white settlers and this reflected in the many films and texts of that era.

 Consider the era of 1950s and 1970s; Aboriginal exclusion was promoted in cultural mediums such as movies, where members of the ethnic group were often portrayed as victims, alcoholics, fringes and slum dwellers.

In the movie Jedda (1955), the central characters of Jedda and Marbuk are ultimately destroyed in the end. Marbuk being the ‘paramour’ who seduces Jedda; and it is for the ‘moral weakness’ in Jedda and his race that he must be eliminated. Jedda is made to represent the story of a race which is destined to be eliminated due to its presumed ‘inherent weaknesses’ or failings.

The negative or pessimist view attached to the Aboriginal group in cultural representations of the time was deeply set in the policy making and attitude of the government as well as powerful citizens (whites) of that time. The idea was to promote total assimilation of the members of the ethnic group or the total elimination of the aboriginal culture since the white man’s western thought was held to be superior.

A similar thought is portrayed in the movie Walkabout (1971). The aboriginal boy in the movie commits suicide – this is perceived as a natural ending; since the aboriginal culture was presumed as a ‘dying one’ and the boy being representative of the culture had to suffer a related fate. The boy is portrayed as a ‘fragile’ being that is unable to cope up with the ‘outside’ world. Ironically the outside world in question is the aboriginal homeland itself (now under the reins of the white settlers).

In the movie Walkabout, the Aboriginal culture is portrayed through stark landscapes, which are natural and uncomplicated. These settings are presented as the boy’s homeland and his skills and knowledge in the landscape was representative of the aboriginal way of life. However, such a representation was perceived by urban audiences as too simple and remote from their ‘civilised’ white lifestyle. Thus exclusion of Aborigines from national identity was easily promoted signifying the white way of life and its superiority; the result of expectations, from an audience which was not interested in witnessing the triumph of an indigenous culture (Aboriginal) over a non-indigenous (White settlers) one.

Current scenario

As can be deduced from the previous section, Australian society has gone through a lot of hardships in a short space of time to evolve into its current ‘refined’ state. Over the period of the last century, the Australian land has seen human right violations, cultural conflicts and rapid economic growth among other parameters, which have shaped the society to its current form and operational level. This dynamism in Australian society over the years has required (and has almost determined) a need for a national identity to help citizens retain their uniqueness from the outside world as well as to help them find a common ground to relate with a fellow Australian in an ever changing national setting. In this section we discuss the parameters determining the representations of ‘being Australian’ in the modern context.

1.       Physical Appearance and Image Gone are the days when the typical Australian to the world meant an athletic, easy going, slow talking, blonde Aussie, tanned by the sun due to his adventures on the surf, beach or the outdoors. As with any developed nation, Australia too has undergone technological and economic development; which has obviously influenced choices in terms of food and leisure for the average Australian. Change in dietary habits with preference to junk food has increased the case of obesity in a large part of the population. Similarly leisure habits such as video games or internet surfing have also influenced the general health and well being of a once athletic Australian. Also, the economic development has come at a cost of being hard working and industrious. This in term has cut away a chunk of the leisure time that one used to have in the older days.

It is to be noted that, Australia in the recent times, is a cultural melting pot; with a variety of international cultures living side by side in shared neighbourhoods. The Australian society currently harbours cultures such as that of Middle East, India, South East Asia and its own native Aboriginal population among others. Therefore, the modern Australian may not be the Anglo blonde guy but could be a mongoloid or a native of Middle East. A true physical representation of an Australian in the modern context would be a multi cultural mix.

2.       Opportunism as a trait is deep rooted in the Australian identity. To determine the true national identity it would be wrong to consider the native culture or the post colonial colonies of convicts and free settlers, in isolation. The Australian society has gone through transition from one type to another in a short period. However, a common trait among all these phases was the spirit of opportunism and seeking out; and this remains true even today.

The free settlers came to Australia to seek a better life from that offered in Britain; The bushrangers that came in during the Gold rush – rebelled against authority and lived a life of crime; then came the European settlers to avoid the perils of war and poverty in Europe; and even the millions of refugees and immigrants that make it to this nation on boats (even to this day) in search of a better life, hold on to the central idea of opportunity and that of finding something better in this land. The ‘Australian’ over the ages has been a kind that believes in facing challenges and takes risks to work towards making things better.

3.       Mateship as a quality came to the forefront during the wars, observed in the unusual and deep bonding between soldiers. It has since been observed during various calamities faced by the nation. Australians have always come forward in adversities and have showed unusual heroism in the face of danger, helping one another. The Black Saturday bushfires and Queensland floods hold testimony to the mateship quality of the Australian citizens, when they came forward to help a fellow in tough times.

However the mateship is not strictly restricted to heroism but, is also seen in the humor and easy going nature of the average Australian who easily gels with another Australian, presenting the qualities of tolerance and acceptance towards all.

4.       Acceptance One of the core philosophies of being an Australian is that of acceptance. The cultural scenario of the land is changing rapidly. What was once a landscape harbouring the Aborigines and the White settlers, is fast becoming a cultural melting pot encompassing cultures as diverse as the Chinese, Malays, Indians and Middle Eastern among others. An average Australian today, attends Indian food fests, Diwali gatherings, Celebrates Chinese new year, or even attends Islamic weddings. We at times dance to tunes we don’t understand and respect traditions we don’t understand but comply because they are important to someone else (from a different cultural/ethnic background). These qualities of acceptance and mutual respect have shaped the dynamics of the society of a modern Australia. Hence, it would not be wrong to conclude that acceptance has stood to be a chief characteristic of being an Australian.

Conclusion

In this essay we have studied the various factors that have determined the representations of being an Australian. The Australian society has shaped from that consisting of Native Aborigines to White Settlers to finally becoming a cultural melting pot. This change has taken place in a short span of time resulting in alteration of national identity through phases in this period.

The present day Australian identity has evolved from the need of maintaining harmony in a culturally diverse society hence, the need was felt to do away with the old representation of an identity that majorly related to the Anglo bushman and establish a more accommodating, all including image of the modern Australian, in order to establish a progressive and egalitarian society, and restoring the status quo.     

References

1.       The Australian Legend. Russell Ward. 1958 (reprint 2003)

2.       Movie Jedda. Director and Producer: Charles Chauvel, Screenplay: Charles Chauvel and Elsa Chauvel, 1955.

3.       Walkabout. Director: Nicholas Roeg, Producer: Si Litvinoff, Screenplay: Edward Bond, Based on the novel by James Vance Marshall, 1971.  

4.       Malcolm Collier, ‘Approaches to Analysis in Visual Anthropology’ in T. Van Leeuwen & C. Jewitt (eds.) Handbook of Visual Analysis (London: Sage Publications, 2002).

5.       Ian Bryson, Bringing to Light: A History of Ethnographic Filmmaking at the Australian Institute of Aboriginal and Torres Strait Islander Studies (Canberra: Aboriginal Studies Press, 2000) 99.

Assignment Brief:

Subject: Representing Australia 

Words: 1500

Date hand to customer: 11/02/2013

Assignment Style: Research Essay

Requirements:

 - analyse a range of representations of Being Australian, and the debates associated with these 

representations

- discuss at least three texts (two should be literary or film texts)

- work with the critical, theoretical and historical ideas about being Australian developed during the 

unit. This involves discussing scholarly articles on representations of Australia.

You must include a bibliography of the critical, theoretical and historical sources consulted across 

the trimester. (It is important to start developing this bibliography from your first assignment

onwards).

You may incorporate passages of your own creative writing into the discussion of the topic.

Don't forget to append a copy of your four online postings.

References: 

At least 5 references in Harvard Style

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