‘I made the Yankee hat more famous than a Yankee can’: Epstein
In “AIDS, Inc.,” Helen Epstein compares approaches by several different African countries to preventing the spread of AIDS. The loveLife organization in South Africa developed a sophisticated media campaign with well-funded community centers designed to attract young people to a “brand of positive lifestyle,” hoping to “persuade young people to avoid sex in the same way a sneaker ad tries to seduce them into buying new sneakers” (Epstein 154). However, Epstein found that despite loveLife’s colorful advertising and sponsored recreational programs, its indirect approaches to AIDS education were ultimately less effective in changing young people’s behavior than open and direct discussions about AIDS used in places such as Uganda.
Identify an image that has been used for both direct and indirect approaches – and apply Epstein’s terms to help you analyze 3-4 different examples of how the image has been used.
Write a paper in which you examine the image you have selected and evaluate the effectiveness of the image in direct versus indirect approaches to educating and changing the behavior of young people.
Questions for Exploration
What is the role of commercial culture in fostering social change? How can (and should) “lifestyle branding” be used to shift our behavior and address social problems? How do we balance the “cool effect” with education and raising awareness? Do copyright laws protect the photograph you have researched? Do you think that the meaning of a work of art (not limited to a photograph) is ultimately determined by the artist or by its audience? How does meaning shift in time/space? How have technology and the Internet changed the definition of art? When an image can be easily replicated and reproduced around the world, does the idea of an “original” lose its significance? Can you identify any contradictions, ironies, or paradoxes in the new meanings of the image you have selected?
Please note: you do NOT have to answer these questions. They are only to help you get started thinking in case you’re stuck. The best questions will be the ones you develop.
Grade Weight:
Paper Four (15% total):
Rough Draft 1%
Class Presentation 1%
Final Revision (5-6 pgs) 13%
Requirements:
• 10/27/15 Find an image that has been appropriated for both direct and indirect approaches. Provide 3-4 examples of how the image has been appropriated. Bring images to class in electronic format and present to class (3-5 mins).
• 10/29/15 Rough draft due. Drafts are 4 pages. Bring 1 paper copy of draft to class, plus submit draft to Blackboard before the start of class time.
o No late drafts are accepted
• 11/03/15 Revised draft due. Revisions are 5-6 pages. Bring 1 paper copy of revision to class, plus submit revision to Blackboard by the start of class time.
o Papers may be submitted up to 24 hours late for half credit.
o Papers not submitted to Blackboard will receive half credit.
• Be sure to properly cite all Web or outside sources.
• Drafts and Revisions follow MLA style:
o double spaced
o 1” margins
o Header
o Heading
o standard, size 12 font
o hardcopies stapled + proofread for error.