{"id":2,"date":"2013-09-10T03:55:18","date_gmt":"2013-09-10T03:55:18","guid":{"rendered":"https:\/\/blogs.ubc.ca\/kimnguyen\/?page_id=2"},"modified":"2017-02-16T13:38:20","modified_gmt":"2017-02-16T20:38:20","slug":"culture-jam","status":"publish","type":"page","link":"https:\/\/blogs.ubc.ca\/kimnguyen\/culture-jam\/","title":{"rendered":"CULTURE JAM ASSIGNMENT"},"content":{"rendered":"<h2 style=\"text-align: center;\"><span style=\"text-decoration: underline;\"><strong>Original Advertisement<\/strong><\/span><\/h2>\n<p><a href=\"https:\/\/blogs.ubc.ca\/kimnguyen\/files\/2013\/09\/bon-appetit.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-14 aligncenter\" src=\"https:\/\/blogs.ubc.ca\/kimnguyen\/files\/2013\/09\/bon-appetit-220x300.png\" alt=\"\" width=\"220\" height=\"300\" srcset=\"https:\/\/blogs.ubc.ca\/kimnguyen\/files\/2013\/09\/bon-appetit-220x300.png 220w, https:\/\/blogs.ubc.ca\/kimnguyen\/files\/2013\/09\/bon-appetit-620x847.png 620w, https:\/\/blogs.ubc.ca\/kimnguyen\/files\/2013\/09\/bon-appetit.png 656w\" sizes=\"auto, (max-width: 220px) 100vw, 220px\" \/><\/a><\/p>\n<ul class=\"ul1\">\n<li class=\"li1\">This is a cover from a food magazine called <i>bon app\u00e9tit<\/i>. The cover shows an iPhone taking an appetizing picture of a pizza, with the headline \u201cThe Culture Issue\u201d and a caption over the pizza reading \u201cHow did we all get so <i>food obsessed<\/i>?\u201d Evidently, the advertisement is underlining the growing sensation of posting pictures of food on social media networks, such as Instagram (as Instagram is also mentioned on the cover). This has indeed become an <i>obsession<\/i>, which can also be problematic, as my spoof of this ad will demonstrate. Individuals often post \u201cpicture-perfect\u201d shots of their untouched food with puns and hashtags such as \u201c#foodporn\u201d, \u201c#foodie\u201d, \u201c#foodstagram\u201d, \u201c#instafood\u201d, among countless others. This ad\u2019s side caption \u201cBlow Up Your Feed! 10 Laws of Instagram\u201d implies that there are rules to posting photos on Instagram that will garner more social media attention. Accordingly, the uploaded photos are typically not raw or unedited shots, as Instagrammers use filters and other adjustments to make their food look \u201cInstagram worthy\u201d. Moreover, this picture-taking phenomenon has garnered an expression that \u201cthe camera eats first\u201d, indicating the eagerness that some people have to take the perfect photo of their fresh food before they (or anyone else) can eat it. This infatuation with food image becomes problematic when we consider our consumerism and over-consumption on a globally retrospective level. While we are taking 10-20 minutes taking the perfect shot of our food and editing it for our followers to drool over, others around the world (and even in our own \u201cdeveloped\u201d communities) are starving &#8211; they don\u2019t have the same \u201cInstagram worthy\u201d dishes to post as we do. If the \u201ccamera eats first\u201d, and the photographer eats second, when do the impoverished eat?<\/li>\n<\/ul>\n<h2 style=\"text-align: center;\"><span style=\"text-decoration: underline;\"><strong>My Jammed Version of the Advertisement<\/strong><\/span><\/h2>\n<p><a href=\"https:\/\/blogs.ubc.ca\/kimnguyen\/files\/2013\/09\/spoof-bon-appetit.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-15 aligncenter\" src=\"https:\/\/blogs.ubc.ca\/kimnguyen\/files\/2013\/09\/spoof-bon-appetit-214x300.jpg\" alt=\"\" width=\"214\" height=\"300\" srcset=\"https:\/\/blogs.ubc.ca\/kimnguyen\/files\/2013\/09\/spoof-bon-appetit-214x300.jpg 214w, https:\/\/blogs.ubc.ca\/kimnguyen\/files\/2013\/09\/spoof-bon-appetit.jpg 620w\" sizes=\"auto, (max-width: 214px) 100vw, 214px\" \/><\/a><\/p>\n<ul class=\"ul1\">\n<li class=\"li1\">To spoof the original magazine cover, I changed many things to address the social and cultural problems of the ad. Because the name of the magazine, \u201c<i>bon app\u00e9tit<\/i>\u201d, is a French expression that roughly means \u201cenjoy your meal\u201d, I changed the name to \u201c<i>avoir faim<\/i>\u201d, French for \u201cbe hungry\u201d. \u201cThe Culture Issue\u201d was changed to \u201cThe Poverty Issue\u201d, utilizing a play on words, by changing the meaning of \u201cissue\u201d from \u201cedition\u201d in the original ad to a \u201cproblem\u201d in the spoof. I kept the pizza in the background, but changed the image that the iPhone is taking to an empty, dirty plate, with empty hands that imply they\u2019re begging or asking for something. This empty dish in\u00a0the iPhone is what I refer to as the \u201cPoverty Filter\u201d in the bottom right corner. I changed the original ad\u2019s caption about the 10 Laws of Instagram to \u201cTry The POVERTY Filter! 10 Cultural Problems\u201d to address how Instagrammers often disregard or forget to consider issues of poverty and hunger when posting their food photos, and so a \u201cpoverty filter\u201d would show us the realities of hunger\u00a0rather than adjust the lighting of photos. I also changed \u201c115 Recipes\u201d to \u201c780 Million Hungry\u201d, to emphasize the massive number of people starving in the world. The original \u201cHow did we all get so <i>food obsessed<\/i>?\u201d was changed to \u201cHow did we let this <i>happen<\/i>?\u201d, prompting the audience to question how we let poverty reach so many millions of people around the world, while some of us over-consume and maybe even unintentionally <i>brag<\/i> about the food we have that others don\u2019t, just by posting our pictures of food on social media. At the top of my spoof, I used blunt statements to urge the audience to reflect on\u00a0their\u00a0actions: \u201cYou are perpetuating <i>consumerism!<\/i>\u201d, \u201cChildren are <i>starving!<\/i>\u201d, and \u201cAre you doing <i>your part?<\/i>\u201d. Evidently, my spoof of the original magazine cover demonstrates the negative implications of doing something seemingly as harmless as editing and posting a photo to Instagram.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Original Advertisement This is a cover from a food magazine called bon app\u00e9tit. The cover shows an iPhone taking an appetizing picture of a pizza, with the headline \u201cThe Culture Issue\u201d and a caption over the pizza reading \u201cHow did we all get so food obsessed?\u201d Evidently, the advertisement is underlining the growing sensation of [&hellip;]<\/p>\n","protected":false},"author":20261,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"open","template":"","meta":{"footnotes":""},"class_list":["post-2","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/blogs.ubc.ca\/kimnguyen\/wp-json\/wp\/v2\/pages\/2","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.ubc.ca\/kimnguyen\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/blogs.ubc.ca\/kimnguyen\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/kimnguyen\/wp-json\/wp\/v2\/users\/20261"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/kimnguyen\/wp-json\/wp\/v2\/comments?post=2"}],"version-history":[{"count":3,"href":"https:\/\/blogs.ubc.ca\/kimnguyen\/wp-json\/wp\/v2\/pages\/2\/revisions"}],"predecessor-version":[{"id":17,"href":"https:\/\/blogs.ubc.ca\/kimnguyen\/wp-json\/wp\/v2\/pages\/2\/revisions\/17"}],"wp:attachment":[{"href":"https:\/\/blogs.ubc.ca\/kimnguyen\/wp-json\/wp\/v2\/media?parent=2"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}