Task 03: Reflective Practise

This paper reviews the evidence for popular culture; it will analyse the descriptive, theoretical and contextual understanding which has previously been explored. This will stem towards a practical process.

The focus will be to form branding for an emerging artist: Serpentwithfeet. The communication will be done through image and type. The interests stem from words, language, message and meaning. The ability includes communicating ideas, concepts and content to a specific target audience.  

The practical process will explore: the symbol of a logo and what the image symbolises. The identity explored through sign, what the client intends to sell, for instance a new release of an album. Subsequently, the signifier is the brand itself which signifies quality, innovation, creativity, and design.

Recent developments in branding have heightened the need for recognition and understanding, which develops popularity throughout society. This is shown through the commercial industry. Themes explored in the practical process: visual literacy, semantics, metonym and, metaphor.

Firstly, Visual Literacy produces images that effectively communicate a message to an audience. The definition of visual literacy is the ability to interpret, negotiate, and make meaning from information presented in the form of an image.

Secondly, Visual Semantics refers to how images fit into a cultural process of communication. It includes the relationship between form and meaning and the way meaning is created through elements such as cultural references, historical structure, religious beliefs and political ideas.

Thirdly, Visual Metonym is a symbolic image that is used to make reference to something with a more literal meaning. By association the viewer makes a connection between the image and the intended subject. Unlike a visual synecdoche, the two images bear a close relationship, but are not intrinsically linked.

Finally, the visual metaphor is used to transfer the meaning from one image to another. Although the images may have no close relationship, a metaphor conveys an impression about something relatively unfamiliar comparing or associating it with something familiar.

However, a major problem with this kind of application is the decline from the general public. What is popular today may not be popular tomorrow. There is increasing concern that some branding is being disadvantaged by a lack of communication, of what the brand is. This fails to get the message across to the audience as they will not understand what it is trying to say. Therefore, the brand will have to communicate the message clearly as well as creating understanding towards the targeted audience.

Mass culture explores how moralities and communities are lost to become more individualised which creates an isolated, alienated structure of life. Therefore, leads individuals to become more equal. Mass culture is an important component towards popular culture. This is through the outbreak of commercialisation (Williams 1976). This relates to the practical process, as Serpentwithfeet identity is unique and innovative. Perhaps due to modern day society, the target audience will be more respected and accepting of how Serpentwithfeet presents himself. This relates to the idea of everyone is equal, there is no status and judgment.  

Americanization is the process of popular culture being developed through cultural historical events taken place; black civilisation right movement, gay and lesbian rights movement, women’s liberation movement, Storey (2012). The LGBT community is developing and is being accepted in the modern day. The LGBT community will be a target audience as they may feel they relate to Serpentwithfeet, and will help them embrace who they are. The message of freedom and self-courage will be portrayed.  

This stems to the mythological theory, which discusses the concept of role models; the idea of following a certain type of leadership. This relates to popular culture, as in the modern day, people need the idea of the perfect, heroic role model of making things right in human affairs, Barthes (1915-1980). This relates to Serpentwithfeet, as he will be portrayed as a role model, appearing as an inspiration. The audience will portray Serpentwithfeet as a role model, a heroic figure. This will be done through the commercial industry.

One of the most significant developments of popular culture is through commercial culture. Popular culture is a manipulative process to persuade individuals to follow the set trend at the time, Willliam (1983). The investigation of the commercial industry will explore what outcomes are used to promote the client. This process will create recognition which will result to the client becoming popular.

The theme of sampling is explored through a mix of genres; pulling aspects from the past and present, Cornel West (2009).  This relates to the practical process, as Serpentwithfeet explores his music with a mix of genres: classical and R&B. This mix will encourage a contemporary approach to music, which will be introduced into society. As it is an emerging genre of including classical music with R&B, this will create more recognition and will introduce Serpentwithfeet into popular culture.

The branding outcome will compare to the XX branding. The branding will be clear and easily understood. The target audience will have to be able to relate to the concept. In the practical process, the materials explored will be contemporary to create an innovative approach. The San serif typeface is used in the XX branding, as it is contemporary. A san serif typeface will be more accepting into popular culture and society, therefore will be used in the practical process. The concept of singular letters relates to William (1976) theory on individuality and independency, not relying on a set group. This idea could be explored for the practical process.

To conclude, for the practical process the branding will have to be innovative and original. It will also have to be easily understood and communicated. The target audience will be between 18-25 year olds; therefore, the outcome will be contemporary as well as fitting into popular culture. The issues raised of acceptance and freedom will be portrayed to support equality. As the client, Serpentwithfeet, includes a wild, quirky style this will be established in the branding to signify his identity.

Bibliography:

Storey, J (2012) Cultural Theory and Popular culture an introduction sixth edition, Pearson

Goodwin, A (1991) Popular music and postmodern theory, Cultural studies

Rosenburg, B (1957) Mass culture: The popular Arts in America, New York: Macmillan

Barthes, R (1968) Elements of semiology, New York: Macmillan