Hermeneutics

 We do not just inherently understand everything we encounter in the world, so we must interpret it in some way to give it some meaning. We interpret the world through Hermeneutics, the study of interpretation. The word “Hermeneutics” is derived from the name of the Greek messenger god, Hermes, who could translate the language of the gods so that the humans could understand it.  Hermeneutics are broken up into five different categories. I will explain these different types, how each type works, and provide an example of one in everyday life that a person might encounter (a television show, an ad, etc.)

The five theories of Hermeneutics are: 

-  Natural   

-   Normative 

-   Scientific

-   Philosophical

-   Depth

The first category is “Natural.” This type is the “spontaneous everyday, usually unreflective interpreting we do when intersubjective understanding breaks down.” (K. Williams, 15) I would think that this hermeneutic could apply to just about any movie, television program, commercial, etc., because we are just so bombarded by them that at this point we barely think about interpreting them. It feels spontaneous and "natural."

 The next is Normative Hermeneutics. This hermeneutic is all about text interpretation. Some examples of people who interpret using this type of hermeneutic lawyers, judges, and priests. So this could apply to interpreting a legal document or a scripture. I think perhaps a an example of this might be a show featuring a televangelist, who may present passages from the Bible. The viewer of the show may interpret this text through the show. I also know from first hand experience that, growing up with four lawyers in my life, you can argue with a legal shows, like "Law and Order," when it comes to interpretation.  I'd often hear: "That'd never happen because *LAWYER-SPEAK EXPLANATION*!" They interpret the legal text within the show (and sometimes fight amongst themselves over it.)

The third is Scientific Hermeneutics. This is the category of hermeneutics that is “the foundation discipline of the human or historical sciences (Williams, 17)." An example of an advertisment that I thought applied to this category was this Dyson commercial for it's scientific approach to marketing it's product: https://www.youtube.com/watch?v=LApWU34o0eY

Then there is the study of Philosophical Hermeneutics. This category of Hermeneutics does not focus on the act of interpreting as the others do, but rather puts emphasis on our role as the interpreter. A category of this found in the media may be the blindfolded taste-test or something that focuses on the person who is interpreting and their reaction rather than how or what they interpret. 

The last category of Hermeneutics is Depth Hermeneutics. These are described as the "Hermeneutics of suspicion." This type is about liberation from "social dogma and oppression." (Williams, 19) Some examples of Depth Hermeneutics may be found in the works of Freud, Lacan and Marx. (20) An example of this may be when interpreting any type of news channel. 

These five categories provide examples as to how we see and understand the world around us. We encounter examples of them in the media that we consume daily. The study of the five types of Hermeneutics (Natural, Normative, Scientific, Philosophical, Depth) help us become more familiar with the different ways we are able to interpret the world around us.

Studio Production: What am I Getting Out of It?

As with any Communications course I have taken in my three semesters of attending Shepherd University, I hope to learn many new things from this course that will aid my journey towards my dream of becoming a video production and film director. I hope to work on new and interesting projects, would like to have a greater knowledge of the technical side of video and film production, be involved in an open, hands-on environment, engage in class discussions, work on set and achieve a greater overall knowledge of studio production. 

At the moment, I don’t feel particularly skilled in the technical aspects of production. I am much better at conceiving ideas, brainstorming, etc. While I think I am decent at the more creative aspects of video and film production, I would like to learn how to be more efficient in the technical realm of production.

I hope to gain some experience with operating cameras, using editing software I have never used before and working with any other equipment that might come in useful on a set (lighting, sound, etc.) Through our projects in the studio, I would like to leave this course with a better understanding of what it is like to work on a film set. 

I am excited to be involved in an environment that “encourages improvement in critical skills” as well as “self-evaluation” and “synthetic skills.” (32) I am also a very visual and hands-on learner. I look forward to time spent engaging in class discussion and writing blogs as well as working in the studio. 

            As I look to work in the field of video and film production, I hope that over the course of this class I gain experience that will come in useful in the future. This summer I am applying for an internship at Motion Masters, a video production company in my hometown of Charleston, West Virginia. I hope that this course will prepare me for possible jobs that I would have on set such as operating a camera or holding a boom. This information and experience will not only benefit me in a possible internship, but will pave the way towards my dream of becoming a film and video production director. 

Applying the concept of Amplification through Simplification in “Maus”

         

          “When we abstract an image through cartooning, we’re not so much eliminating details as we are focusing on specific details. By stripping down an image to it’s essential “meaning,” an artist can amplify that meaning in a way that realistic art can’t.” – (McCloud, 30)

            In Scott McCloud’s “Understanding Comics,” we begin to understand how and why we comic-readers are drawn to and identify with cartoons and comic art. The concept of “amplification through simplification,” (McCloud, 30) is an idea that I think is applicable to the graphic novel, “Maus,” by Art Spiegelman.

McCloud’s concept is that by making something such as a face (the example used in the book) very simple, the more likely we are to connect mentally with the face of that character and associate ourselves with that character. He explains this is because when while we are always aware of our own faces and expressions, we are likely to think of little more than a vague outline or a “sketchy arrangement.” (McCloud, 36) 

In “Understanding Comics,” McCloud explains that this interest in simplicity may stem from our younger years when we watched cartoons on television or animated movies. (pg. 36) I think that perhaps this influenced Spiegleman’s decision to pick such a simple and child-like style by using the cartoon mice to represent the Jewish people and the villainous-looking cats to represent the Nazis. I think that as an illustrator, he knew that such a deep-seated fascination with simplicity and the need to identify would not only draw readers into the story, but might make them even more sympathetic to the protagonists. The design has made very clear who the “good guys” and “bad guys” are.

            McCloud explains that the simpler the face the more “universal” it’s appeal is. The example of a simple smiley face is rather similar to the faces of the mice in “Maus.” The faces are simple and cartoonish as well as rather uniform (the mice all really look very much the same, even the males and females can only really be distinguished by their clothing.) There are no distinct features to make these characters look too much like anyone. Their simplicity makes them sort of a blank slate upon which we can project ourselves onto. I find myself able to relate to these characters a little more I think perhaps because of their simple style.

What's In It For Me?

            “We must prepare young people for living in a world of powerful images, words, and sounds.” – UNESCO, 1982

            This particular statement from the syllabus struck a cord with me. We live in a world that is indeed ruled with images, words, and sounds. I find myself sometimes feeling overwhelmed and unsure what to make of them, leaving me feeling inadequate and unprepared for a career in the field of communications. From this class I hope to leave with a greater knowledge of media studies and become what I would consider to be more media literate.  

             In the first six chapters of the book we learn about the basics of navigating media and popular culture and how to analyze and understand it. In chapter two of "Cultural Theory and Popular Culture," we learn that mass culture threatens to "land us in irreparable chaos." The book states that to combat this chaos, we must be trained to properly interpret the flow of information. The third chapter teaches about "Culturalism," a word meaning used to "indicate the presence of a body of theoretical concerns connecting the work of three theorists." The fourth chapter focuses on Marxist theories, which state that "texts and practices must be analyzed in relation to historical conditions." The fifth chapter handles the subject of the Freudian psychoanalysis and the sixth on structuralism and post-structuralism.

             I would like to learn more about each of the subjects covered in the book as well as the different aspects of media literacy as broken down in the syllabus (power, analysis, asthetics and interpretation.) At this point in time, I’m afraid that I feel unprepared for working in this world full of powerful images, words, and sounds. I hope to leave this class with a better understanding of these subjects and apply these ideas and concepts to my future career in the field of communications.

Thai Life Insurance: My Favorite Ad Campaign

              

                   I (as well as just about every other person on this planet) live with a constant barrage of advertising pushing and shoving it's way into my senses, peddling Nikes and pouring the promise of delicious fizzy Sprite down my throat (now only HALF the calories!) I find many commercials to be deceptive, off-putting and a bit sleazy. One series of commercials, however, broke through the clutter and struck a cord with me. I find the Thai Life Insurance advertisement campaign that I discovered on Youtube to be the most brilliant I’ve ever come across (and certainly my favorite.)

                  The commercials usually present scenarios involving heartbreaking/heartwarming relationships between family and/or loved ones. I think that the brilliance in these ads is the ability of the content to pull you in so quickly and so strongly that they are not easily forgotten. I have genuinely cried, nay, sobbed, to a few of these commercials. They are masterfully made and come across as short films that just happen to have the company’s logo at the end.

                 These commercials contain a grace and artistry that I have never beheld in a commercial before. Unlike thousands of blaring, in-your-face Mountain Dew commercials I’ve encountered, these commercials resonate with me and are memorable. The ad is not bombarding you with the message of “BUY THIS! BUY THIS!” There are no explosions, no celebrities, no promise of “cleaner, younger-looking skin.” There is a simplicity and subtly behind them that fuels their power and the reality of the situations draw us in. These commercials appeal to the heart and mind, providing me with something much richer and valuable to me than any other commercial I have ever been exposed to. I not only pay attention to these commercials, I re-watch them. That, I think, is truly a feat in itself.

      

VALS Survey Results

The VALS online survey has put me in two categories: Striver and Experiencer. After examining the definitions of each of these two groups, I don't think I'm too terribly like either one of them. I think that there are certain characteristics that are definitely part of me. Strivers are supposed to be "fun-loving" and "trendy" and their ultimate idea of success is being wealthy. I don't think of myself as at all trendy. I like to dress in a way that I think is attractive, stylish and classic, but following trends has never been something I've been at all concerned with. The money equating success thing is definitely not me either. Sure, I do think that being paid a great deal of money would be a wonderful thing, but my idea of success is sort of an all encompassing thing. I do think that financial stability is important, but to be truly successful, I think it must be paired being respected by peers, and being able to lead a happy personal. Strivers are concerned with approval and the opinions of others. This I must admit is something that I often think (and sometimes fret) about. I think that my personality is a bit closer to that of the Experiencer. The Experiencer is all about "self-expression," sort of hops from thing to thing, favors the "off-beat." I am someone who is obsessed with self-expression, with the strange, whimsical and bizarre. When it comes to drawing energy from certain activities, this category offers up sports, outdoor recreation and social activities. I'm not terribly sporty, but I am energized by social activities and being around friends. Looking at both of these categories, I don't know if I really fit either one that well. I don't think I've learning anything about myself that I wasn't already aware of. I think that this information may be used to determine what kind of person would buy a certain kind of product, perhaps if a certain age group or gender is more likely to fit into a certain category and therefore be more likely to buy a certain product.

Comm 203 Digital Story Telling Project

Our digital-telling project.

COMM203 Digital Storytelling Project from Flare Baroshi on Vimeo.

Group members: Liz McCormick Veronica Victor Ryan Smith Katy Coleman