Whoever Controls the Media, the Images, Controls the Culture | Min Kim | TEDxLehighU

Summary

Highlights

• Kendrick Lamar's differing magazine covers reveal varied audience perceptions. 🎤
• LeBron James’ images can evoke contrasting emotions despite similar content. 🏀
• Media creates echo chambers that reinforce personal biases and preferences. 🔄
• While media connects us globally, it also limits our worldview to familiar sights. 🌍
• We must actively seek diverse viewpoints beyond digital filters to create unity. 🌈

Key Takeaways

• We perceive media differently based on our backgrounds and experiences. 📸
• Digital media creates echo chambers that shape our worldviews. 💻
• Media often prioritizes entertainment over informative content for profit. 💰
• Our unique digital filters influence our perceptions and interactions. 🌐
• It's essential to engage in direct experiences and open-minded dialogue. 🤝

Overview

Chapters

• 00:00 - 00:30: Introduction to the Experiment The author reflects on their sociology research, starting with a hypothesis that people can perceive the same thing differently. They illustrate this with a photo of Kendrick Lamar on the cover of Rolling Stone, highlighting that such images may be interpreted in varied ways depending on the viewer's perspective.
• 00:30 - 02:30: Diverse Perceptions of Kendrick Lamar's Photos The chapter analyzes the differences in perceptions of Kendrick Lamar's photographs as featured on Stone and GQ magazines. Participants in an experiment were asked to examine each photo and describe their perceptions, feelings, and preferences regarding the images. The study highlights how the same person can be represented differently in media and evokes varied emotional and subjective responses from viewers.
• 02:30 - 04:30: Analysis of LeBron James' Photo Perceptions This chapter delves into the varying perceptions of LeBron James' photo through the eyes of different individuals. A participant described the photo as 'dope,' associating it with hip-hop and suggesting it mirrors Kendrick's tough and battle-hardened image, reflecting his lyrical themes of pain, struggles, and hardships rooted in Compton's rough lifestyle. Another participant viewed the same photo with an alternative perspective, opening a discussion on subjective interpretation.
• 04:30 - 07:00: Understanding Media's Influence on Perception The chapter explores how media influences public perception using an example of a musician, Kendrick, and how his appearance in photographs can lead to different interpretations. It highlights how clothing and body language can be perceived as threatening or confident, and how these elements contribute to diverging perceptions. The example discusses how similar imagery can lead to vastly different narratives, illustrating the powerful role media plays in shaping perceptions.
• 07:00 - 10:00: Impact of Divergent Digital Worlds The chapter explores the changing perceptions of public personas in the digital age. It contrasts two images of a music artist, Kendrick, with different impressions conveyed to the audience. Initially, Kendrick is depicted with a polished appearance, aiming to create a good impression while holding a mic as a music artist. However, the focus shifts to a more authentic version of Kendrick, who is not trying to impress anyone but is simply being real. This transformation highlights the audience's preference for authenticity, as one observer admits favoring a more genuine and friendly rendition of Kendrick over the more staged image. The chapter delves into how digital representations can influence public perception, making authenticity more appealing to audiences.
• 10:00 - 12:00: Challenges of Media-Induced Divergence The chapter "Challenges of Media-Induced Divergence" explores how different media representations can lead to diverse perceptions among individuals. It uses the example of two participants viewing different representations of the same figure, which resulted in distinct emotional responses and judgments. This divergence is attributed to their prior contexts and life experiences that influence how they interpret media portrayals.
• 12:00 - 14:00: Conclusion and Quote on Direct Experience In this concluding chapter, the focus is on how different people can perceive the same object or person in varying ways. This is highlighted through an experiment involving images of LeBron James, a renowned athlete. Participants described his portrayal on a GQ cover as friendly and professional, whereas the depiction on another cover was seen as angry and intense. The chapter emphasizes the subjectivity of direct experiences and perceptions.

Whoever Controls the Media, the Images, Controls the Culture | Min Kim | TEDxLehighU Transcription

• 00:00 - 00:30 so when I began my sociology research I had a hypothesis that various people could look at the same exact thing and see something completely different now it seems a little counterintuitive but let me explain this is a photo of Kendrick Lamar acclaimed and Grammy winning hip-hop artist on the cover of Rolling
• 00:30 - 01:00 Stone magazine this is also a photo of Kendrick Lamar on the cover of GQ magazine and as you can tell these two depictions of the same human being the same pop culture figure are quite different now during my experiment I asked participants to look at each photo and describe what they saw and more importantly tell me how they felt whether or not they like the photo and why or why not
• 01:00 - 01:30 so when I showed this photo I had one partici look at it and said that's a dope photo of Kendrick I like it because it's hip-hop right there he looks hardcore he looks like he's been through a lot I think the photo is pretty representative of Kendrick he talks a lot about pain in his songs struggles and hardships from where he is people dealing with addiction and just in general rough lifestyle from Compton I had a second part just look at the same exact photo and say I know
• 01:30 - 02:00 Kendrick a bit because I listen to some of his music but beyond but don't know really much beyond that his clothes I think make him look like a gang member gang members might wear clothes like that he looks confident but he's not smiling his hand is in his pocket which is kind of threatening we see the same Divergence of perception with this second photo the same first participant said in this photo it looks like he's saying I'm I'm just getting out there I got to look
• 02:00 - 02:30 clean for the people and I got to put a good impression for the people I'm going to hold a mic in my hand to let people know that I'm a music artist he got the skinny tie on with a cheesy smile and a nice fade but the Kendrick now is not trying to show put on a show for anyone he's real so this looks a little cheesy to me in that sense I had a second particip look at the same photo and say I like this photo of Kendrick more than the other one I just think he looks a little more friendly and welcoming I guess the
• 02:30 - 03:00 suit makes him look very sharp like he's about to present at the Oscars he looks happy and I would want to talk to him what was really interesting to me is that we have two participants looking at two very different representations of the same figure and even though they saw the same things they felt something very different they used their prior context their prior life experiences to inform and rationalize the judgments that they made
• 03:00 - 03:30 they could be looking at the same thing but seeing something completely different and this trend continued throughout my experiment these are two depictions of LeBron James arguably one of the most well-known athletes of Our Generation when I show participant these photos they described him in the GQ cover as friendly professional and welcoming and they looked at the B cover and described them as angry aggressive and intense now here's
• 03:30 - 04:00 here's an interesting phenomenon because now we have everyone all the participants who knew LeBron James who had some prior knowledge of him look at these two representations and feel something completely different based on how he looked in each photo so as I was trying to discover the relationship between media and people I found that this relationship was more complex than I thought and as I showed participants each image a pattern began to emerge while people describe the
• 04:00 - 04:30 contents of each photo with Clarity and consistently they would say LeBron is wearing a suit he's smiling he has a flaming basketball in his hand the way they felt about it the conclusions they drew were quite different and based upon their personal experiences now what does this say about us what does it mean that two students from the same University could look at the same exact image and see and more importantly feel something so different
• 04:30 - 05:00 what is the impact of this phenomenon on our everyday lives you see I think we take for granted our own world view our own perspectives because they're formed by our own life experiences and the things that happened around us all the time but we often don't consider the complex relationship that each one of us have with media and how that shapes our perception of reality as individuals we've always
• 05:00 - 05:30 craved the ability to contextualize our human experience with those around us we want the ability to say we want to look at someone and say I see what you're doing what you're thinking what you're saying what you're feeling so that I know how to think how to act and how to feel not necessarily to mimic those around us but simply to contextualize who we are our unique Human Experience in the a
• 05:30 - 06:00 possibility and the funny thing is Media has provided us with that ability that ability to say I know how to act in this situation I watch a sitcom and now I know how to act on a date I watch the red carpet and now I know how to act how to interview if I ever reach that status but because of how old we are where we come from our race ethnicity class gender and things that we don't necessarily have control
• 06:00 - 06:30 over because of these factors we're exposed to different types of media and not only are we exposed to different types of media we process this media quite differently and as a result we all have unique relationships with media and because of this our perceptions of the world diverges from one another we can be looking at the same facts the same images reading the same Facebook status
• 06:30 - 07:00 and see and feel something completely different and our social context begin to diverge so in 2016 a time where most of us are attached to our devices looking at our screens media has become this pervasive and constant filter for how we see Society how we see reality and as we Traverse our different lives it's important to recognize that we each have unique filters we inhabit unique digital worlds even though we sit
• 07:00 - 07:30 together here as part of one Lehi Community we actually are part of very Distant Worlds our unique filters as they manifest on our Facebook news feeds who we follow on Instagram what news platforms we care about as a result of this we inhabit very distinct digital worlds fit to our exact personalities feeding into our very specific emotional needs and I think this is quite
• 07:30 - 08:00 problematic yeah when it comes to trivial things like what memes we enjoy what public figures we like to follow what Instagram Pages we enjoy our Divergent filters have relatively little impact they're harmless it doesn't matter that I like to follow one dog Instagram page and you like to follow cats that doesn't matter but when it comes to more serious issues and content that require
• 08:00 - 08:30 thoughtfulness discussion Clarity empathy and most importantly love our Divergent filters fail us we self- indulge in these Echo Chambers and clickbait news articles that only affirm our deepest emotional drives and insecurities the internet social media news these are institutions that at the highest level ideally should be bringing us together as they should free us from the
• 08:30 - 09:00 limitations of our immediate physical realities but instead we see that they're pulling us apart I do think it's interesting however that people are beginning to place blame as Society begins to realize how much they've been played they say the media is dividing US based on things like race class politics
• 09:00 - 09:30 recently people have been condemning Facebook for not doing a better job in quelling the misinformation that spread like wildfire over the past election season and ideally yes we should hold these platforms these companies to a higher standard so that they can provide a service that ultimately leads to social good but to divert the responsibility that we have and the guilt and blame that we have on to these companies
• 09:30 - 10:00 I would feel that that sentiment is a bit misplaced because in the economic social and political atmosphere that we live in now I don't see a future where the role of media will fundamentally change because in the systems that are so entrenched in our society media has become a zero sum game to grasp moments of our attention a phenomenon that has led Scholars to say that we're living in an attention
• 10:00 - 10:30 economy media is no longer a service of entertain I mean media is no longer a service of information but about entertainment and emotion op EDS videos and even these magazine covers that I showed you before are all designed to evoke specific emotions to spark discussion outrage to cause shares a purchase ultimately for profit driven incentives as a result when you think
• 10:30 - 11:00 about the Dynamics that we've been talking about and bring them in the context of today's theme which is ignorance we have to see media as a dual edge sword because on one hand media has allowed us to transcend our immediate physical realities it's allowed us to gain exposure to things that we wouldn't have media is the reason why people like me and you living in Pennsylvania get to know what is happening in North Dakota and potentially get engaged in
• 11:00 - 11:30 that process I think that's an extremely powerful and good thing but on the other hand media and more specifically our digital filters have limited our worldview feeding us things that we like to see that we already know and these Dynamics are in constant tension with one another and the frustrating thing is the media companies and platforms that we rely on they're not obligated to resolve this t
• 11:30 - 12:00 in fact they're more aligned to exploit it these media companies offer us suggestions curating content for us that we know we will enjoy they Shield us from looking at things that might make us use their platform less they feed into our passions our insecurities our ego and every facet of our complicated identities just to make sure that we continue to use their platform to continue to use their
• 12:00 - 12:30 content in order for us to feel comfortable self-righteous and satisfied so if I'm saying that the blame and responsibility does not fall solely on these companies the question then becomes how do we accept and respect the beauty of our Divergent digital Worlds how do we reconcile with the fact that me and you we actually like different things and we are going to see things differently how do we respect
• 12:30 - 13:00 that fact and yet work together simultaneously bring them together to build Unity how do we learn about the other the unknown in a way that is Meaningful authentic and long lasting because the media has always provided a crutch for us so that we don't have to do the work so that we don't have to go there and engage in the unknown without bias or fear it inhibits our self-awareness and motivates to project our insecurities our ego our
• 13:00 - 13:30 mentality outwards instead of inwards in order to build unity in this era of Divergence caused by our digital worlds we need to curb our dependence on filtered experiences and instead truly engage and immerse ourselves in direct ones so I'll leave you with a quote stripped of your ordinary surroundings your friends your daily
• 13:30 - 14:00 routines your refrigerator full of food your closet full of your clothes with all of this taken away you're forced into into direct experience I eventually realized that direct experience is the most valuable experience that I can have thank you