And the Eyes have it

Sheila Newsom
DTC 375
Dr. Jason Farman
February 19, 2009
Word count: 842

The use of graphics and stick figures, like in the ‘Stick Figures in Peril’ example as discussed in class speak to the common group and parallels our oral culture. Even if one is unable to read the words they can recognize the picture, and have full understanding of the message being sent. Visual prompts have made it possible for a person to comprehend what is being said without written words. It is these cues that appeal to our sense of belonging, our fast passed lifestyle, and furthermore our need for fixedness or continuity remains secure. Our culture has a strong desire to be part of a group; this inclusion is dependant on orality in such a way that often the desire to belong is achieved at a higher cost than the actual advantage of belonging.

When it comes to visual cues, nothing is more prominent than a ‘brand’; we put on names of others like a rancher imprints his branding iron into the side of his cattle to show ownership. We brand ourselves, and by doing so we identify as part of a group. With the right brand we feel secure, and then are recognized as part of the group. There are several brands that we ritually, and sometimes, religiously buy into. Our society has a need to be part of a group and frequently go to great lengths to get what we want, often to the point of accumulated debt.

Current branding options come at a monetary cost, but there are also social implications and a personal price to pay as well. What were once thought of as product identifiers have now become how we classify ourselves as part of a group. There are many versions of brands, they include; tattoos, logos or status symbols, and signs. Brands go beyond age, gender and race to facilitate bonding, thus creating new ways to gain entry into a visually identifiable crowd.

What was once reserved for our countries service men, inmates and bikers can now been seen on Coeds all over the country, and moreover the world. Tattoos have become commonplace; they are no longer taboo, and connect people in ways that transcend the ranks of socioeconomic class. The price is high for those who no longer want to be part of the group. For example a gang member who breaks away from his gang family to raise their standard of living, but are still visually recognized by their gang’s tag. Tattoos are a brand in their own, but also they are not something that one can give away, sell, or take off. Unless that is, they have laser surgery which can be costly and leave scars which in themselves are a lasting visual image.

Logo’s and status symbols include product identity like the Nike Swoosh, and the emblems that are associated with BMW, Porsche, and Mercedes. In order to obtain these social status symbols, one must be able to invest a high dollar amount or else go into debt in order to be acknowledged as part of this group. To be at a level in one’s life where one can pay for these high priced extensions of themselves, one must be literate. In addition the purchaser of the brand is willing to make sacrifices. However, our society remains fast paced, primarily visual, and focused on orality.

Signs like the ones mentioned at the beginning of this paper make it possible for our society to continue along the lines of orality. Street signs give drivers and pedestrians, visual instructions so our fast paced world will not have to slow down. Restaurants have pictures on their menus and even if you are in a foreign country, and do not speak the language, you can still order by using visual cues. When there are no words, one can communicate effectively and quickly.

According to Lacan from our class lecture, we are speaking ourselves into existence in a way that text cannot, furthermore, he says that speech is about being fully present. What better way to be fully present than by branding yourself? With brands we are visually bringing ourselves into reality by taking action and wanting completely to be seen. McLuhan explains in Essential McLuhan, that “[e]very culture and every age has its favorite model of perception and knowledge that it is inclined to prescribe to everybody and everything” (150). Today’s oral culture interpretations lie in brands. Not everyone in our society has a tattoo, or drives a BMW, but everyone is associated with a group by how society views them. Our society is a visual one in that we judge others by their appearance. Our judgments are based on the visual and the exterior. While some of these judgments are incorrect, our society daily puts others in groups based solely on what we see. No matter what the brand there is a cost involved, and whether it is a cell phone, a sports team, bicycle or mini dog, (like Paris Hilton has) each one of us has a unique visual identifier. What is yours?


Works Cited
McLuhan, Marshall. Essential McLuhan. Ed. Eric McLuhan, and Frank Zingrone. New York: Basic Books, 1995.