Communication Strategies

Fashion in media

1- How Fashion invaded the media world
Fashion has always been a significant factor in making television figures appear more appealing. Western cultures designates that their celebrities be admirable, and that they in some way have characteristics that the public can sympathize with, envy, or relate, but most importantly these celebrities represent the height of ones own personal expectations.  It is this very reason that celebrities, in the form of athletes, actors, political figures, and musical artists, must be fashionable to represent the glamorous lifestyle they are presumed to be living.

The dawn of fashion and its invasion of the media can be seen with the popularity of hit television shows like Clueless, Beverly Hills 90210, Sex and the City, and The Hills. Likewise celebrity magazines and tabloid media have played a dramatic role in the craze that has enforced the manipulation of teenage anxiety to be fashionable, thin, and glamorous.  No television series more greatly exploits this ideal than the latest teen craze Gossip Girl.  The show depicts fashionable young elite of the Manhattan scene partying every night and wearing the best in high-end garments and attending the most exclusive parties. It is the epitome of the decadence that comes with Western capitalism and its mass marketing and distribution is a prime example of how foreign cultures are being ever more westernized by America and Europes capitalist influence.

The draw of fashion psychologically is much deeper than just style itself.   In John O. Summers article The Identity of Womens Clothing Fashion Opinion Leaders, he points out the psychology behind what draw women to certain brands of fashion and makes them avoid others. He says, Central to the study of interpersonal communication has been the concept of opinion leadership, which proposes that some individuals exert a disproportionate amount of influence on the behavior of others in some given topic area (Summers, 1970).  Here he uses fashion as a particular topic of discussion. He notes that the opinion leaders, those identified as the authorities on a subject are put on a pedestal. What they say is the hot brand to wear is held in such high regard that its then mentioned in brief dialogue on shows like Gossip Girl, or its seen worn by the characters on screen, or even off-screen on the cover of magazines.  Summer goes on to note that the appeal of this process the key factor that incites the audience member to in turn become a consumer of the brand name items the show promotes is the desire to be associated with the positive feelings that come along with association to the opinion leader, when he says, Studies on social participation or gregariousness have shown a strong positive association with opinion leader-ship across topic contexts (Summers, 1970). Here we see that the driving factor behind what makes fashion fashionable is not the desire to appear beautiful but the desire to be associated with those who dictate what defines beauty.

2. Celebs- Magazines
U.S. Weekly is a celebrity magazine. The majority the advertisements, as well as the articles  target women.  Founded in 1977 and acquired by Werner Media in 1986, the magazine currently has a circulation of 1.7 million, and a website that has approximately 2 million unique hits per month.   First read through of an average U.S. Weekly magazine, the reader is bombarded with images of stereotypical beauty, fashion, , and often current scandals in the entertainment world. It is completely compatible with the theme of Gossip Girl. Glamorous ideals promoting the everyday lives of the wealthy, and advertisements centered on makeup, lingerie, acne medication, and ads for television shows that are marketed to woman as well, represent virtually all of the sponsors.

On the cover of Us Weekly issue 629 March 5, 2007, there are three cover pictures.  One was of Brad Pitt and Angelina Jolie dressed to in very expensive, and stylish clothing designed to look casual, as they walk children in dual strollers through the streets below this was a picture of a very glamorous and happy looking newly coupled Owen Wilson and Kate Moss, both with shiny white teeth and bright blond hair, blues eyes.  The promotion of beauty and glamour is highly apparent and it pops off the page.  Next to these two small photos, was a huge leading photograph of Britney Spears with a partly shaved head and a lead title statement saying, Help Me.  This cover page gives perfect insight into the magazines ideology, in that it shows what ideals the editors promote as well as what goes against their values.

Spears image is exploited to denounce her fashion decision and in turn promote the idealistic image of beauty promoted by the magazine and most importantly the Western world.in this way is a combination of exploitative scandal, and the magazines way of taking a finite stance against her fashion decision, but it takes it even further.  The fact that she cuts her hair is not treated as just a fashion mistake, but as a sign that she needs psychological analyses.  Her personal and family life is put in question and she is virtually crucified by the magazine for simply cutting her hair.  Of course, the hair she cut was the key representation of the American dream.  Britney Spears first came on to the American scene as a catholic schoolgirl, her promiscuous and seductive personality image can be likened to that of Marilyn Monroe and Madonna.  These are icons who have had the power to dictate fashion and influence young women all over the world.

One would think that they have the power to make whatever fashion decisions they decide, U.S. Weekly proves that they operate within misogynistic and stereotypical expectations that can be tested, but never abruptly crossed.  When Britney Spears cut her hair she crossed this line, and U.S. Weekly signified their publication as a defender of this status quo.

3- The image Gossip Girl reveals
In here articles 15 Going on 50 How Gossip Girl is Killing Youth Culture  style editor for the Huffington Post Lesly M.M. Blume takes time to asses the popular series andAfter five hours of shrieking, conniving, attempted suicides and attempted dates rapes, pouting, clotted eye make-up, staid buffets, and absentee mothers, I sat back and ruminated. Yes, there was rampant immoral teenage behavior, but frankly, it wasnt anything that hasnt been dished up in spades elsewhere (Blume, 2007). Blume acknowledges that most of the imagery and themes used to make the series so addictive are merely byproducts of what has come before, and surely a sign of what is to come in the future. She goes on to note that, On a certain level, I simply felt bad for this generation of young girls, that this subpar soap opera was their guilty, voyeuristic pleasure. After all, I had cult classicHeathers, and thenClueless (Blume, 2007). She identifies the show with prevous bodies of work that exploited the same ideals but managed to depict women in a more intellectual way. Her views of Gossip Gilr denotes that the show is one of many signs that media is gradually more and more taking advantage of the anxieties of young women with no regard for their mental or emotional wellbeing.  Blume goes on to say that,  At least both of these films, which similarly profile the hilariously angst-ridden inner lives of popular, minted adolescents, were intelligently-conceived satires. The characters might have been nasty little beasts, but they were also witty as hell (Blume, 2007).  She further voices her belief that the show is a new low in gender exploitation and fashion marketing.

Teenagers and fashion

1- Teenagers psychological thinking (brands influence their society surroundings)
Popular culture is the most dynamic driving force behind the human interpretation of society and its influence in individual decision making is significant, but it is most prevalent during ones teenage years..  Through it, people develop social expectations and then project those expectations on to others.  In western society, one of the more ironic factors is the source of popular culture.  French Sociologist Pierre Bourdieu notes that public opinion doesnt exist, and that it is just a farce formulated by the economically elite of society to further the long lasting capitalist hold they have on the workings of western civilization (1987).  He recognizespopular culture as being a product of the financially superior, which he refers to as cultural capital (Bourdieu, 1987).  In his theory these heads of capitalism dictate popular culture to mold people into more efficient valuable consumers.  This author will asses examples from society to test this theory and find whether individuals dictate their identities, or its done by popular culture.   Popular cultures interpretation of American cities, members of particular social classes, cultures, and historical events all have been heavily influenced by the media, specifically film.

2- The Skinny body image media portrays
One major problem in society that is mentally affecting our women is this culture of thinness.  There is an immense amount of pressure placed on women to be attractive and thin through the media and the stick-thin models regularly gracing magazine covers.  As a result, women are more likely to develop eating disorders.  Anorexia, an eating disorder that involves drastic fasting, and Bulimia, which consists of binge eating followed by any compensatory behavior, are virtually nonexistent in men (White, pg 62).  Both of these disorders lead to serious health problems but anorexia ultimately leads to death by starvation.  It is thought that these disorders are caused by a perceived lack of control in their lives which is balanced by these women having complete control over their looks.  Discrimination against unattractive or overweight women is an unspoken prejudice.  This epidemic of attaining physical perfection is actually an unnecessary and harmful setback for women.

Women are more likely to seek therapy (Judith, 52).  There is an over-diagnosis of women and an under-diagnosis of men.  General discrimination towards women is that communal traits arent as valued as physical strength, which can lead to depression.  House work creates sense of never having leisure time, it provides no emotional reward and an isolation factor.  Emphasis on physical appearance, body image eating disorders, lack of control over appearance leads to depression.  Gender roles, since women are expected to be communal their relationships can lead to depression because there is more pressure on them to have good relationships, so when the relationships are unsuccessful, they tend to blame themselves.

Social studies

1- Studies have show how tv shows effect teens life style, thinking and behavior.
Blumes analysis of Gossip girl involved her discussion of the popular teen film Clueless. The most noted and obsessively received film depicting California life is the film Clueless.  The film can very easily be proclaimed as a contemporary version of Jane Austens novel Emma.  Both of the main characters are high class snobs who pride themselves in their matchmaking abilities.  Emma Woodhouse is a member of an upscale society in nineteenth century England, while Cher Horowitz lives in wealthy, upscale Beverly Hills U.S.A.  Both Cher and Emma are among the culturally elite in their societies.  Chers father is a litigation lawyer in Los Angeles the most affluent city in America, and Cher is arguably the most popular girl in her school.  Just like Jane Austens novel was a depiction of upscale elitists life in London during the Victorian era, Clueless depicts the same socioeconomic class only with regards to Beverly Hills in the 90s.  This can directly be connected to Austens description of Emma in which she describes Emma as, handsome, clever, and rich, with a comfortable home and happy disposition (5). The films reception was so popular it inadvertently resulted in further establishing the archetype of the valley girl (which is most synonymous with snobby, wealthy, Barbie-like California teenagers) as an American stereotype.  Americas historical infatuation with this stereotypical image can most prevalently be seen with the notorious popularity of women like Marilyn Monroe, Paris Hilton, Anna Nicole Smith, and Britney Speares.

Arabs and fashion

1- Globalization
In addition to displaying an invested interest in the elites of society, news networks attempt to maintain the publics faith in these elites and their reign within the status quo by employing supposed experts to deliver their message. Globalization at its most core and basic form is most commonly described as the process by which societies, regional economies, and cultures have become integrated through the globe spanning network of trades and communication systems.  Economist, sometimes refer to it as the integration of national economies into international economy through trade, capital flows, migration, and direct investment.  On a more broad scale Globalization is understood to involve economic, communal, political, and biological factors.  The controversy that surround the term stems from the significant effects it has on nations as how they are run and in how they interact with one another.  The decdance and desire for abundant wealth that is the driving force of capitalism, is the fuel that empower globalization and the expansion of western ideals. By these ideal expanding they are in turn being imposed on the Arab world and the traditional standard of ehat might be considered fashionable in the Arab world becomes intertwined with western themes.  Many memebrs of the Muslim faith consider this to be a tainting of their traditions and what they identify as Halal in measuring the quality and standards of their commodities.

2- Halal and Haram in modern day
In his article Halal, Haram, or What Creating Muslim Space In London Johan Fischer talks about the transformation of the understanding of Halal, a Muslim standard of lawfulness, that is occurring with the westernization of Muslim culture. He notes that, the nature (intrinsic qualities), processing (production method and context), and manner of acquisition (the morality or immorality of handling and origin) of commodities all determine whether they are classified as halal, haram, or indeterminable.  In this context, the very handeling of Muslim fabris, foods, and other consumer goods of the like is a contamination and said to be haram.  Westernization itself, in tterms of globala commerce is seen as a contamination in the Arab world.

3- Westernization
All of the themes identified in shows like Gossip Girl are products of Western Capitalism and the underlying message of the show depicts how these beliefs are it influencing the youth in the western world.  The irony, is that mainstream media has managed to mold the show in a way that best benefit the distribution of ist commodieties both nationally and world wide. Fischer notes,In the course of the 20th century, mass consumptioncharacterized bythe availability and affordability of a broad spectrum of differentiated and ever-changing commodities far exceeding the consumers basic needs both in substance and in varietyhas spread across the world.( Fischer,  Here Fischer identitifeis the same decedance that is depicted in shows like Gossip girl as the core cause of westernization

Conclusion
In sum, the popular television series Gossip Girl has been manipulated by mainstream media to portray certain ideals that enforce the dominance of Western Culture and westernization throughout the globe.  This influence can be seen contrasted by Muslim culture in the understanding of Halal and how they set standards on their distributed commodities, but also in how westernization is now influencing Muslim culture and the concept of Halal.