Task 7 - Constructing the Other

This essay is going to analyze ‘The Sunday Times ‘Style’ magazine’ (27/03/10) focusing on how the supplement constructs the idea of the ‘other’ and underlines the identity of the audience.

The readers of ‘Style’ would be upper or middle class educated women between the ages of 20 and 50 who have an interest in fashion, and the sufficient disposable income to feel they are in a position to buy named products and commodities if they choose to. The magazine can be browsed through, although longer articles are kept to a minimum, presented in a small typeface and adding interest throughout because they deal with personal problems pertinent to a wide range of individuals and professionals.

What came to my attention about the supplement in the first instance are the mass commodities, which are advertised from the clothes women wear to the cars they drive. The magazine is a catalogue of top of the range tailored clothes aimed at young professionals in the work place and for leisure, containing intermittent articles of lengthier text. Images of the ideal, slim figure are repeated throughout so this magazine communicates to the reader the idea of glamour to which they feel and know they should conform. It is as if other body shapes do not exist, manipulating the reader into believing that this is how they should look and these are the commodities they should own in order to make them successful in life as well as move up their career ladder. It is as if the way they choose to dress defines who they are as a person.

One of the articles in the magazine exudes female empowerment, stating the things women are better at than men. This is ironic because by conforming to the images of the women in the magazine they are being controlled by the way some men want them to look. The article ‘My wife’s unrealistic career plans are ruining our marriage’ is written from a male perspective, implying that the wife’s ideal career choice should end because of the effect this is having on the man himself.

Interestingly the magazine also includes advertisements for dating websites as if to encourage the female reader to reflect upon their personal relationship statuses, to offer solace for those professional women who may be single or alone.

As well as fashion the back sections of the supplement contain recipes, which serve 2 to 4 people. This gives the impression of the ‘housewife’ image. It is also ironic that at least half of the articles in 'Style' are written by men. It should make women question whether the magazine and its writers are trying to shape the ideal woman out of reader? And whether the magazine itself is hell bent on manipulating women to conform to a certain image and lifestyle, encouraging them to make the perceived ‘right’(?) life choices.

Task 6 - Sustainability & Capitalism

How is sustainability defined in the text?

According to Erin Balser, ‘Capital Accumulation, Sustainability’: Sustainability is a social environmental and economic concept, which is moral and would thrive in a perfect world to create sustainable lifestyles for all. It is the idea of meeting the needs the current generation through production of certain commodities without compromising the world for the future. Conversely sustainability has not been accomplished for the reason that it requires all individuals cooperate but in our current societies sustainability has been largely left to individuals or technology. Poor communities are often harmed by the concept because full consideration is not always given to their circumstances, whether it is to do with the location of ‘sustainable’ plants and their impact on local people from pollutants or whether what is produced is beyond their means to afford.

What are the main characteristics or tendencies of Capitalism?

A major tendency of capitalization results in instability, due to the continuous need of the affluent and/or large businesses to generate extra value through the unremitting creation of products. Where some believed that capitalism would result in everyone being better off the converse has resulted, resulting in greater levels of inequality for poor, as the market determines their wages. “A precondition of production based on capital is therefore the production of a constantly widening sphere of circulation, whether the sphere is directly expanded or whether more points within it are created as points of production”.

Define a 'crisis of Capitalism'. Offer an example:

  The crisis theory is the pattern of economic boom leading to a bust, which is 

  a recession or depression.

An example of ‘crisis in capitalism’ is the current recession, which is controlled by the elites for their own enrichment whilst consumerism and wage slavery prosper, and overproduction is everywhere whilst things are losing their value.  

What solutions have been offered to the sustainability question? Are these successful or realistic? - If not why are they flawed?

Paul Hawken proposes four ways people can become environmentally responsible:

-       Increase the use and distribution area of the resource rather than constantly reproduce.

-       Exchange damaging production for biologically inspired production, which will not bring damage to the environment.

-       Move away from the business representation of the production and instead look at how the product can provide a service in what it does.

-       Reinvest in natural and human capital.

These aims are idealistic; none the less they would not integrate with the stance of civilization unless there is wholehearted commitment by everyone the world over to change the mindset.

Is the concept of sustainability compatible with Capitalism?

Sustainability is not compatible with capitalism because principles of each oppose each other. Capital business is the root of the crisis releasing fumes for example in some productions, which are harmful the environment. The idea of creating biologically inspired products defeats the object of sustainability, as the products would commonly be shipped to reach the destination where customers would buy resulting in damaging fumes/by products being released through transit. Whether buying an eco-friendly product or a damaging product it is inevitable, the world is giving into the vicious cycle that is capitalism, which will persist for as long as manufactured products are consumed.

Task 5 - Lefebvre & Space

The Victoria quarter is an upmarket shopping area, with exclusive shops, based in the heart of Leeds city centre. The Quarter is a clever blend of old -a Victorian shopping façade (Lefebvre’s representational space) appealing to fashion-conscious adults – those with disposable income prepared to pay expensive prices for state-of-the art clothing and goods. It is home to 76 high-end leading brands and provides 6 eating and relaxing areas within.

Referring to Lefebvre’s spatial triad aspect ‘Practice’ The Victoria Quarter proves to be successful bec­­ause in reality it has seen occupancy reach 100% over time. It is comprised of a nu­­mber of stores, which have made their out-of-London debuts there like Harvey Nicholls. Reasons for its success could be that it is visually interesting, is of historical significance and a listed building; it is situated in the city, which is the largest centre for business, legal and financial services outside London, and draws many higher paid workers who live and work nearby and for whom high-end luxury products are affordable and a necessity. In practice, the quarter is also visited by tourists on a daily basis: these visitors will see a different perspective to locals who use it as a thoroughfare. Tourists visit because they come to window shop, look with interest at the interior architecture, which is unique within the city, and engage their interest in browsing highly priced goods beyond their pockets. Others however, only come to Leeds so that they can shop at the Victoria Quarter because it provides stores such as Harvey Nicholls which is unique in itself; in fact only two other such stores exist in the country. Stocks here include Designer labels in the main and in the clothing ranges items are also virtually unique –this is a place where celebrities shop. The name sells the products but the building and store interior, in themselves provide a unique retail experience within Leeds.

The Representations of space show The Quarter to be interwoven with large corridors allowing shoppers to view each store as the walk. Cleverly the corridors encourage people to flow through, using the Victoria Quarter as a cut-through to get to the next street rather than to stand and look round. There are no large open spaces, and few benches, which would allow people to sit down; however the proximity of those passing through to the shop facades themselves, means that the eyes of the public will be drawn to the most endearing specific displays. The window fronts illustrate the competition between stores and cafes to allure the public with eye-catching mannequins and decorations. The eating areas where people would have to purchase food are the only larger spaces available which almost prevents visitors who only come to the building from staying too long unless they deliberately enter the shops or eating places.