Hot or Not: Invisible Transgressions in Composition(s)

I was absolutely thrilled to be assigned this week’s topic, as I have long been fascinated about form and content, or the idea of form being content (a comment I made that Kory so brilliantly rephrased into a more eloquent form — go figure!), and how might we teach it. After all, integrated reading and writing is nearly everyone’s Kool-Aid and the general attitude (and I say this, very generally) is that we can’t separate reading and writing processes because they are symbiotic; in that manner, form and content are likewise entwined. I’m today’s Jim Jones and I wish to highlight the complex relationships and challenges that instructors of composition must surmount in order to spread the gospel of visual literacy, and situate ourselves as druids/priests/brothers/sisters/moderators in the cult of new media texts.

Wysocki’s article “The Sticky Embrace of Beauty” takes an interdisciplinary approach to the question of visual appeals and how they might present themselves in the various visual compositions with which we are confronted. She examines graphic design texts, art theory, and even our homeboy, Kant (who, I am convinced, along with Nietzsche are indispensable in every humanities-related field), as sources of inspiration and as possible ways to “decode” and inscribe values to the semiotic challenges that visual texts present to us as readers, viewers, and consumers of “texts” — the audience.

burgerking_7inch

^^_____ Take a look at exhibit A. What are your impressions of this image? Which alphabetic words come to mind? What concepts? What sort of feelings does this visual composition evoke?

…..

……..

Now consider the complete advertisement below:

omg1

How does the entire advertisement change our perception of it? To what extent, do you think? As discussed in class and emphasized in the reading (Selfe 70), this is a postmodern culture in which binaries have been disregarded (therefore, we should not pit form against content), and so we can see how alphabetic text/numbers and pictures are manipulated for a specific purpose.

If we were to consider this visual composition as just a “text” isolated and limited to its compositional qualities — its form — how would we be able to evaluate the underlying social, cultural, and historical values of this piece? If we can read traditional, alphabetic texts and cut straight to the content, why are we not affording visual compositions the same consideration of its content, in other words, doesn’t the form itself — the placement, the contrast, the lighting, the angle, even the proportion/ratio of the sandwich vis-à-vis (no pun intended… well, OK, perhaps a little bit) lipsticked, (blow-up) dolled-up model, convey messages and ideas without any alphabetic text. Throw in the alphabetic text, and you have a complete “package” (oh, no, I’m on a pun spree), which brings us back to a tension that Wysocki highlights repeatedly in her article: communication. We are analyzing and composing vials of “communications,” little repositories in which meaning is bottled up and contained, waiting to be uncorked by the audience (OK, OK, no more sexual puns).

However, how do we interrogate this fictionalized “reality” and how do we take this “visual grammar” and go beyond form (or rather, refiguring it) the way many of us have learned how to do with traditional, print-based texts during our educational careers? We know what to do with giant blocks of monolithic texts. And yet we separate form and content in visual “texts,” something that Wysocki regards as a dangerous practice and one that allows us to perceive “content” (in the case of the “Peek” ad, p. 148 as well as the above Burger King ad) in an “unremarkably disembodied” manner, one that in itself encourages the objectification and dehumanizing of said subjects in these Photoshopped, visual compositions, and works “against helping students acquire critical and thoughtful agency with the visual” (149) because a strict emphasis on form cannot account for what Wysocki terms, all the “reciprocal communication” in the work.

Selfe’s article “Toward New Media Texts: Taking Up the Challenges of Visual Literacy,” naturally raises the next question that I am certain many of us have asked ourselves as we plan(ned) our courses and are asking ourselves as we are learning how to teach writing and maintain its relevance an age where just about everything is intertextual, interwoven, and intersectional, including the very nature of composing “texts” themselves or rather, texts as artifacts of constructed meaning. We just don’t know how to approach them. As a field we have focused on alphabetic texts, and as we can see from Wysocki’s article (and the example advertisement I provided) that such adherence is outdated and perhaps even obdurate in the face of practical realities (72). But of course we would do so, as we are just comfortable with alphabetic texts. We feel confident that we can teach it because we ourselves have “developed a comfortable, stable intellectual relationship. We know… how to approach a book or non-fiction essay… we have developed many strategies for reading and understanding such texts, for analyzing and interpreting them, for talking about them” (71).

Many of us, I am certain, are cooking up our technoliteracy narratives this afternoon, evening (and tomorrow morning?). In those very narratives, I would expect some discussion of this topic, if even in an oblique manner. Based on the forum posts I read a couple of weeks ago, it seems many of us feel a need or pressure or expectation to teach visual literacy, yet so few of us feel intellectually and occupationally equipped to do as much,  and in no small part due to the fact that “many of these technologies… are thus unevenly distributed in schools along the axis of material resources” as Selfe claims (71). Both Selfe and Wysocki, echo a post-Saussurean obsession with a transcendent, floating meaning determined by sociocultural contexts. So how should we position all of this? As an interchange of “symbolic instantiations of the human need to communicate” (74).

Yet how does communication occur in a vacuum? It doesn’t. Wysocki writes about graphic design and its ethos: “[graphic design] aligns the values behind many of the formal principles taught in the texts [she has] discussed… with the political and economic structures of industrialization, structures many of us find problematic” (158). Soyoung-man-eating-banana-multi-racial-36025215und familiar? It should, if we read Ohmann’s article. We simply cannot escape the power dynamics and structures that permeate the various compositions to which we expose our students. The “monopoly capital,” in tandem with the postwar intellectual coterie, has continued to work from and support a top-down model in which those who wield power determine how the masses “consume” content. Obviously, we wouldn’t expect the above Burger King ad to depict a man doing the same thing, would we? Although, allow me to remind you, there are many men who would do the very activity the article implies but does not come out and say (all right, last bad pun, I promise). Yet such an ad would be considered controversial, perhaps even transgressive — why?

Expanding our thoughts beyond alphabetic literacy to include new media is perhaps the perfect juncture to overthrow this pyramidal dissemination of knowledge, meaning, and the “old school” compositional skill sets that determine the way (or non-way) we prepare our students for the critical thinking tasks in today’s world.

With our instantaneous, almost ubiquitous access to information and collaboration, and the dialogue that is brewing and of which we are a part by virtue of reading and discussing such concepts in class and on this blog, we owe it to ourselves and our students to find some way to sharpen our own multimodal literacies and to gain the confidence and comfort needed with these forms (and the way they deliver content) in order to successfully integrate them in our classrooms and teach the habits of mind that are relevant not only under the auspices of the institution, but in the present. So to that top-down crap, I say bottoms up (cue tasteless “Peek” ad)!

And with that, it’s time for my Kool-Aid: a bottle of Anchor Steam and a tablespoon of DayQuil.

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4 comments on “Hot or Not: Invisible Transgressions in Composition(s)

  1. You asked: “How do we interrogate this fictionalized “reality” and how do we take this “visual grammar” and go beyond form (or rather, refiguring it) the way many of us have learned how to do with traditional, print-based texts during our educational careers?” And I ask: Why do we have to interrogate this BK ad differently than we would a traditional text?

    For example, the “5 Divisions of Rhetoric” (invention – techniques for discovering something to say, arrangement, style – adapting language to subject matter and audience, memory, and delivery) come to mind when I see this ad. I think each division could be used to analyze the form or content of this piece. Also, the form and content’s schemes could be interrogated: the control emotional intensity, the writer’s command over language, the collaborative relations between creator and reader, the parallelism of the form and content. I think taking something like this that is humorous new media text and dissecting in a traditional way could be challenging and motivate students to see how applicable the traditional ways are to our contemporary methods.

    Thanks for your post! Creative and brilliant!

    • I agree with you in that we do not necessarily need to interrogate this BK ad differently from a traditional text, as there are preexisting frameworks that would help students analyze these compositions in a meaningful, critical way.

      The “Five Divisions of Rhetoric” would definitely be a great way to teach this to students. I think any kind of sexual innuendo (particularly the humorous kind) immediately gets students talking about the subject matter! Great suggestion and one I’ll have to adopt the next time I teach a visual literacy unit to my FYC class.

  2. Ileana, this is a gem of a post! I can’t believe I didn’t read it before. I’m so glad I was going back through the blog. I love your writing, and by that I mean your composing. In your analysis and response to the texts,my ou have created your own narrative here! And my experience of this reading is made full and satisfying because of the visuals you incorporate. I would still admire the writing without them, but although you
    Could get away with conveying your full meaning In words alone, removing the visuals would be
    Like removing the
    Punchline from a good joke. Don’t really have much to add, except that I agree with you and that I’ve enjoyed this moment.

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