Ad Blindness

Media has increased widely around the world and the advertising world has covered almost every corner on land around a number of populations. Despite influencing people, some news still stays vague, although markets have presented them by spending a huge amount of money for the advertising. (See Image 1)

Image 1. Too many advertisements

A total disregard of advertisements that you pass by in your everyday cycle remains a problem that organizations have faced forever. One of them is our own university, Virginia Commonwealth University in Qatar. Why is it so difficult to get attention from students, staff and faculty to convey messages and keep them informed of what is going on and what is coming up? This is not only an issue this university needs to resolve but a lot of other universities are under the same mission. (See Image 2)

Image 2. No ads? No students noticing? VCUQatar Orange Hall

Beginning to focus on the students, they are packed with so much to do and remember that keeping track of upcoming events or on-going activities are always their last priorities over their assignments and project deadlines. Is the curriculum not prepared considering the students’ everyday schedules? As important as a syllabus might be for a program, some space for co-curricular activities does have some significant importance for mental stability through some relaxing and joyful events and lectures that may be important for knowledge needed for their projects, of whose advertisements are neglected as well with the overwhelming moods they have while the students pass by them.

Keeping everyone in sight, people vary amongst each other with different viewing habits. Having all designers in this university, we should keep in mind that not everyone will think the same way. Surveys would be great to find out about the audience we are advertising to and what they prefer or take note of. Most ignored is the intranet server provided for the students, faculty and staff to stay updated with the university events and news. 

Video

How To Stop Ad Blindness: Novelty In Advertising Is Key 

Do the ad designers not have enough content on the posters? Is the content too crowded? Not to forget that there are Graphic designers walking around and analyzing these ads. An efficiently designed ad can control how viewers take notice of them. This strategy is what successful formal organizations use and spend most on. (See Image 3)

Image 3. Images help making successful ads!

A defense form people who are not able to notice ads is ‘Inattentional Blindness’.

Inattentional blindness, also known as perceptual blindness. This is when a person fails to notice some stimulus that is in plain sight. This stimulus is usually unexpected but fully visible. This typically happens because humans are overloaded with inputs. It is impossible to pay attention to every single input that is presented. A person’s attention cannot be focused on everything, and therefore, everyone experiences inattentional blindness. People can falsely believe that they do not experience inattentional blindness. This is due to the fact that they are unaware that they are missing things. Inattentional blindness also has an effect on people’s perception. The term inattentional blindness was coined by Arien Mack and Irvin Rock in 1992. 

Selective Attention Test - showing the height of blindness of noticing one thing when you are focusing on something so intensely.

As a sanction, with evidence of what causes the ads to be camouflaged for the eyes of the viewers and a design fail, unfortunately, the event or lecture turns out a waste of money and a no show of people because societies cannot be controlled only limitedly manipulated. (See Image 4)

Image 4. Waste of catering and seating after a low show of audience

From the sociological view of the Functionalist Perspective, although most people may be aware of the events advertisment, it is still not possible for some people to remember about it or even have knowledge of it at all. There are always some people whom the advertisements can not reach to. Sometimes we have to accept what is functional and what just has to be the way it is, not functional. (See Image 5)

Image 5. Functionalism is not always functional.

Work Cited:

http://en.wikipedia.org/wiki/Inattentional_blindness

http://en.wikipedia.org/wiki/Sanctions

http://www.cliffsnotes.com/study_guide/Three-Major-Perspectives-in-Sociology.topicArticleId-26957,articleId-26837.html

http://www.bizreport.com/2010/12/ad-blindness-remains-challenge-for-marketers.html

http://www.adsavvy.org/how-to-stop-ad-blindness-novelty-in-advertising-is-key/

The Deviant in Space

I happen to be a Freshman at Virginia Commonwealth University, Qatar, and had to take a Foundation class called Space Research. For our final project for that class, we were asked to design prostheses for our own bodies to enhance a certain function, or to make our body perform an action that it normally would not. An Attachment with two mirrors to see the back of your head, for example.

Now prosthetics normally are primarily meant for those people in the society who are given the social status of disabled.  Yet, we were made to think of our own fully capable bodies as imperfect. I wouldn’t necessarily agree with that, but, regardless, it was deviant thinking for the sake of good design.

I took a good look at myself and came up with this idea: finger extensions with wheels on the ends. Here's a picture!

Seemingly, a ridiculous thing, but it served my purpose well. Why? Because, whenever I am around someone I am close with, my hands tend to want to play or touch them or tug at their clothes – a terrible habit that usually ends with me the other person screaming and giving me horrified looks (unless they’re used to it). Sociology would very formally refer to this as informal negative sanctions. 

The prosthesis I would design would enable me to…well…not touch anyone by being too busy trying to keep control of the contraption on my left hand. Win-win situation for everyone, yes?

I took my half-constructed prosthesis to a mall once just to see people’s reactions, but surprisingly, I only received a few looks now and again in spite of the deviant nature of the object. No sanctions from security, nor anyone coming up to me to ask what that is, or trying to take pictures. It is possible that the shoppers were already used to seeing deviants inside of malls. We’ve experienced that a few times in and around Doha.

...Or it could have been that I was just ignoring everybody too well.

However, at VCUQ, it was quite different. Many times, when I would walk by wearing them, people would stop me to ask me about the project. I’m thinking the difference between the reactions of the two groups was two things--

First off, they were different groups with different interests. One was larger, and mainly focused on their shopping, while the other was comparatively smaller and an active participant in ‘deviant design’ and in engaging with whoever was involved.

Second, it was the space/environment they were in. The mall was a large, open space surrounded by many attractive, luxury items. Also, it was what people had come to look at, primarily. My project didn’t fit the bill, even if it did make a few heads turn. It just wasn’t enough.

The university, on the other hand, is full of projects like mine on display, and the social group in there typically strives to make their work as deviant as they can manage. They were able to recognize my project and offered me more curiosity because the prosthesis was more uhh ‘involved’ with the space. In other words, it made perfect sense for it to be there.

It was definitely very interesting to see what placing one object in two different spaces would do to people. Now I only wish I could try and interchange those two groups by putting them in each other’s environment. Would it give me the same results?


I'm sure most of the regular readers have seen the video of the flash mob at the City Centre Mall that appeared out of the crowd and started dancing to Maroon 5's Moves Like Jagger. So I'll leave you with a different flash mob video clip from July last year at Villaggio Mall:

Loving how they melt from the crowd and gradually grow in number~ Till next time!

Impressionism and Deviance

Impressionism is the name of the first contemporary art movement, Led by The French artist Claude Monet (1840-1926). Since he was starting something new, breaking the folkway and norms of painting, traditional artists and the art community at that time considered him a deviant. 

This is an Image of the artist compared to a portrait of a traditional artist or (academic): 

And this is the second Portrait of the French Master Jacques louis David, the artist I picked in my previous Blog.

We can see the loose and clear brush strokes in Monet’s work, unlike David whose brush strokes are very controlled and hidden. Monet did not even bother covering the entire canvas with colors; on the other hand David does not have any empty spot on his canvas without a color. And there are so many other differences between the two portraits that could be easily noticed just by looking at them.  

Ironically, one of Monet’s teachers was David’s student.

Monet and his friends and followers tended to paint outdoor, which is something unusual for traditional artists. Monet focused on painting landscapes directly through observation; he did not like the traditional subject matters because to him it’s just a blind copying of the old masters.

Regardless the Impressionists’ creativity and innovation they got negatively sanctioned, especially by the French Academy of Fine Arts, the formal Organization of art at that time in Paris. The academy disallowed Monet and his fellows from exhibiting their works in the Salon, which is an art exhibition organized by the Academy.  Therefore, he and his fellows organized their own art exhibition somewhere else. In the beginning, their work received a lot of criticism and they did not have a lot of visitors. This could be considered as an informal sanction, since it is a disapproval without any kind of written rules.

However, it was just a matter of time. Impressionism was the spark that lit the fire, because other new movements followed it quickly; breaking from the traditions and looking for the new to explore.

In a sociological point of view, Monet was a deviant who created a sub culture of deviants who shared the same principles as him. He challenged the norms and the academy, the formal organization of art. As a result, he and his fellows got negatively sanctioned and perhaps Falsely accused. But Impressionism got accepted later and got followed by other new and innovative movements. And Monet became famous and rich until his death.

Here are some paintings by Monet just to get an idea about his method of painting. 

The following link is for a video about Monet Impressionism, it is quit long but if you like painting you are gonna like it.  

http://www.youtube.com/watch?v=T0gXW0LMGCs  

And for more Information about the artist here is the following link: 

http://www.claudemonetgallery.org/

 

MOU-ed Over

"Football, the beautiful game, is in a world of it own and follows the mores that exist in a typical bureaucratic system."

The above quote is a lie.

Football...well, sure it is the beautiful game, but it also has high end politics that are powerful enough to bring up a nation in the eyes of the world, unite social groups, raise the players' social status to that of idols, and even bring down a community or country that takes the sport very seriously.

However, a football club is, in reality, a bureaucratic, for-profit company that sells tickets and merchandise to fans who come to watch the players who are marketed as celebrities. The clubs hold assets, with annual profits that can go as high £255.7 million as Arsenal Football Club in England reported last season. FC Barcelona of Spain, though, reported 420.2 million euros in the 2009-2010 season. They spend on the stadium, facilities, staff, players, their home and away kits, and managers. Every penny spent has to be calculated for carefully due the ridiculously high amount of risk involved.

Steve Macfarlane @ Arsenal FC (source: Flickr)

Interesting, isn't it?

So what happens when they don't spend right? Quite naturally, they report losses. In extreme cases like the Glasgow Rangers, it can even lead to bankruptcy. The footballing spirit of the community falls because hearts are broken. Ticket sales drop sharply, and players leave to save either their own careers or even to bring some much needed cash into the  club, as Kaká famously did for AC Milan back in summer of 2009. He moved to where losses and the global recession did not exist: FC Real Madrid, currently managed by the uber-popular José Mourinho.

Mourinho's case needs to be highlighted, with regard to bureaucracy. A football club is formally run by the President or Board of Directors, who make the decisions as to what manager to bring in, kits, and most of the other things I mentioned in the start of this post. Mourinho prefers to have a lot of dominance in any social grouping he is put in. It doesn't matter what the hierarchy declares he is. He likes to have things his way.

The characteristics of a bureaucracy are pretty clear cut. There is a set division of labour, authority is always hierarchal, positions are filled based on objective criteria only, every decision made is duly recorded and there are written rules.

In Real Madrid, the hierarchy and bureaucracy exist, but, at the same time, they don't really. President Florentino Pérez actually (and unnaturally for him) broke the mores of this type of stratified organization by actually giving Mourinho (a.k.a. The Special One) full rein. This way, Mou now makes larger decisions than what would normally be allowed. He also disregards Perez's warnings and defames others in press conferences if he, or his team, were attacked in anyway - that's him exercising some informal negative sanctions.

Well, yes, he does protect his players. Although, there is a sense of alienation where the President is involved. 'If you don't win, you are axed'. The players become tools for various marketing strategies for the sake of high profits in an organization where only few monopolize the power. Classic oligarchy.
Mourinho does not really seek to eliminate this, but he does not abandon the players either. He serves as a link between the two groups. In the end, the players end up weeping like girls when he decides to leave (Drogba custard, anyone?) .

This is just an example of how an organization actually works in reality.

To be very honest, wherever I look - for me, and for Mourinho - true bureaucracy is either extinct, rare, or completely non-existant. Oligarchy, however, does commonly exist in a lot of places, and certainly so at Real Madrid.

Brian Davidson of brazilfooty asks this:

"Is a little bureaucracy a good thing?"

That I don't really know. Perhaps you might have an answer for him~

Gender Polarization in Professional Tennis

Many of us enjoy watching tennis matches. We are entertained by the excitement of the game, the gracefulness and probably the elegance of the players. However, it takes sociologists to pinpoint various sociological aspects in professional tennis, and one of the most prevalent of these is gender polarization.

For instance, if you glance at the outfit of the male and female players, you will find tremendous differences. Men usually dress in loose short-sleeved t-shirts and knee-length shorts. This type of clothing identifies the masculinity of the men, which makes them look socially acceptable. On the other hand, women immensely integrate fashion into their sport. Their typical clothing would be short skirts, shorts with tank tops, or a short dress. However, women players wear these garments in attractive colors, exotic designs and glamorous jewelry on-court, which bring a lot of attention beyond their performance. Obviously, women players commit to such fashion statements because they want to remain feminine regardless of the athleticism their sport demands. Sometimes these outfits are very controversial, which was the case many times with the former world number one American tennis player, Serena Williams, who wore a leather-like catsuit in the 2002 US Open. Also, in the same event in 2004, she showed up in boots and a denim skirt.


Another aspect that shows gender polarization in professional tennis, is the game style. Men not only have more powerful consistent ground strokes, but they also like to attack a lot by moving forward to the net and finishing the point with a sensational volley. Also, the speed of men’s serve can reach to 250 kph. In contrast, if you watch the women’s game, you will see a lot of long rallies thanks to their excellent coverage of the court, but you hardly see them introducing exciting strategies as men do. They simply just hit and return the ball till one of the players makes an error or misses a shot. So men are paid more due to their capability to entertain the crowd more with their outstanding game tactics, but also in the grand slam tournaments men play best of five sets while women just play best of three. The idea of sexism fits perfectly in this scenario, as the male players receive more audience due to their high quality matches and they get paid more because they play more sets in major tournaments. As a response to this sex discrimination, many women players underwent a feminist movement to prove that they are just as good and achieve equality. Examples of these feminist acts would be when a number of top WTA players like Maria Sharapova and Caroline Wozniacki justified why they should be paid more. They said that they do a lot of endorsements, and that spike up the financial state of the businesses involved in making professional tennis possible. Besides, women tennis is becoming more aggressive and physical, so people start to sense that the women are playing and behaving more manly on the court. For instance, they run faster, hit harder and grunt louder. One of my all time favorite women’s matches, which exhibited the masculinity women players are increasingly integrating in their game was the semifinal of the 2005 Australian open championship between Serena Williams and Maria Sharapova. Here is the video of the match:


Moreover, regarding the feminist actions taken by the female players, the WTA created a global campaign with the tagline “Strong is beautiful.” This campaign featured 38 of the professional players and the advertisement that was produced showed the women wearing very revealing tennis clothing to display their athletic bodies while hitting aggressively their shots in slow motion. The ad clearly illustrated that women players are capable to deliver assertive tennis without any compromises to their femininity.


If you also analyzed how male and female players celebrate their victory on court, you can recognize obvious differences. Men usually collapse on their backs with their legs wide open or jump around very vigorously. As an example of how wild Novak Djokovic celebrated his first Wimbledon title this year, he snatched up some blades of grass and shoved them in his mouth. But for women no matter how exciting the moment can feel like, they still take less bustling actions. Crying is quite common among women who win majors, and that explains that women are more emotional than men.


Besides, the commercialization of gender ideals, which is the process of introducing products to the market by using advertising and sales campaigns that draw on socially constructed standards of masculinity and femininity, heavily influences the type of commercials male and female players do. For instance, male players usually promote technical items like cars, rackets and watches. However, women players would advertise items related to beauty like shampoos and deodorants. And even when these women are featured in commercials about cameras and rackets, they still embrace their feminine appearance mixed with the assertive attitude.



All in all, gender polarization nearly exists in every facet of our lives. It is the people’s duty to conform to their gender ideals in order to keep the socialization process functioning well. But sometimes, gender polarization can be detrimental to women’s growth and success in certain fields. That is why women feel it’s unfair to live in a “glass ceiling” society, and that motivates them to lead feminist movements. In many cases, feminist acts were successful and society gradually started to perceive that it’s “okay” to see women working in areas that are masculine in nature and receiving privileges that they never used to be awarded before. However, it would be considered socially deviant if men started to engage in more feminine-like activities. They would probably receive a lot of sanctions and will not feel as comfortable as women feel working in more manly environments. That is just how society works.

Surveillance in Qatar: A Mechanism of Social Control

Among many things, the basic human experience involves the interaction with other human beings. From the moment we take our first screaming gasp of air in the world to the moment we part it, we behave, interact, and communicate with other people for a specific purpose, in a particular way in any given time and place. How we behave, interact, and communicate with each other differ between two people, two groups, two societies, two nations, and so on – and these differences are part of the reason why human experiences all over the world are not identical. But just how different are they? How similar could they be? Well, we do not just decide to behave or act in a certain way. And we certainly do not come up with our own rules of behavior individually. Norms are socially constructed. And we are socialized to accept them and act upon them.





What is considered “right” or “wrong” in any given society, such as Qatar, is socially constructed, and there are mechanisms that enforce conformity to these socially constructed rules of behavior or norms. Mechanisms of social control include formal and informal sanctions. If you happen to be the employee of the month at a McDonald’s for example, your picture would be hung up on the wall in the restaurant, and you would receive a star badge. These are formal sanctions or expressions of approval that are supported by written rules by the organization. Formal sanctions can be expressions of disapproval as well.



Another form of social control is surveillance. Surveillance is everywhere in Qatar. In public places, malls, shopping centers, buildings, offices, streets, highways, petrol stations, restaurants, etc. Ferrante defines surveillance as a mechanism of social that involves “monitoring the movements, activities, conversations, and associations of people who are believed likely to engage in wrongdoing; catching those who engage in it; preventing people from engaging in it; and ensuring that the public is protected from wrongdoers,” (p. 176). Qatar has strict laws and guidelines about public behavior, and dress code. Surveillance is a method of ensuring that people follow these laws and do not deviate from them. If people sense that they are being watched, they are likely to refrain from performing any illicit or prohibited behavior.



Even though the cameras shown in the pictures that are commonly found all over Doha do not really show a camera perspective; meaning that you wouldn’t really know if the camera is watching you or not, people regard them as though they are constantly monitoring them regardless of whether they are in fact doing so. The effect is all the same. It prevents people from engaging in deviant behavior and helps catch those in the act of deviance if it occurs.




For example, in the convenient store, Sidra at Woqod petrol station, if someone attempts to shoplift or in my case take photos in the shop you are likely to be caught and negatively sanctioned. When I was pointing my phone around to snap some photos, the manager, who was nowhere in sight when I came in, came up to me and asked me if I belonged to some organization that had the authority to take pictures inside. He told me it was prohibited to take photos in the store, and that they will confiscate my phone if I continue to take any pictures. I withdraw from the scene and quietly put my phone away. However, that does not stop me from taking some more pictures inside the next-door McDonalds, outside the car wash, and other areas of the petrol station and food complex.




The purpose of these surveillance cameras inside McDonald’s would be to ensure that workers are not slacking on the job, are not stealing any food, and not eating or chatting while on their shift. Cleaners must diligently complete their work, servers must serve customers their food according to the written rules of the company, and even customers are monitored in case of any prohibited or illegal behavior such as vandalizing restaurant property, violence, theft, etc.




Universities in Education City are also packed with these cameras. You are likely to come across them in almost every corner, in front of every staircase, elevator, and around classrooms, offices and in hallways. They can also be found outdoors at entrances, in parking lots, and on the roads. There are important norms and rules that students, faculty and staff and even visitors (excluding members of education) should follow in education city.



The following list was forwarded via email to all Northwestern in Qatar students by the Associate Dean of Students:
“General reminders about appropriate conduct in Education City and generally in Qatar.

1. Interactions with the opposite gender which may be deemed culturally inappropriate (examples include but are not limited to public displays of affection, holding hands, kissing, etc.) are prohibited.
2. Eating, drinking or smoking in public spaces during the times of fasting in Ramadan are prohibited.
3. Clothing or lack thereof that is culturally inappropriate (e.g. shorts and skirts that reveal the knees, sleeveless or thin-strapped tops, clothing that is too revealing, being shirtless for males or females, etc.) is prohibited.
4. Residents and visitors must comply with reasonable requests/directives from QF officials and branch campus staff.
5. Residents and visitors may not obstruct QF Officials or law enforcement officers in the execution of their professional duties.
6. Language that is disrespectful or inappropriate directed towards members of the Education City community is prohibited.”



These cameras are a powerful mechanism of control that helps to prevent deviance from these norms, ensure conformity to them, and allow officers and security guards to deal with deviant people in the situation where the breaking any of these rules of behavior occurs.

Culturally Religious

For some reason, Islam is automatically linked to Arab identity. It’s like foreigners don’t realize that Arabs can actually be of a different religion. What’s funny about this is that Arabs might forget that too sometimes.

Many of us Muslims grew up in a culture that is based on our religion’s pillars and rules. So, in Islam we follow a lot of the things that our Prophet, PBUH, did, such as saying “Bism Allah” (In God’s name) before starting a meal. I remember sitting at the dining table with my parents when I was younger; after they plated my food, they reminded me to say “Bism Allah.” Being my-not-thinking-before-I-act self, I chose to act out and break the norm and said, “mish Bism Allah” (not in God’s name). I obviously had no idea what I was saying. After that, I automatically got a negative sanction from both my parents, which is a negative reaction in sociology. Looking back at that memory now I understand exactly why my parents did that. Now, I actually understand what I said and why my parents asked me to say “Bism Allah.” It’s not something we just said for social reasons; it had religious meaning as well.




Here’s the thing, there is “haram” and there is “a’ib.” “Haram” basically means forbidden upon in Islam. “A’ib” means shameful in our culture. Sometimes it’s hard to distinguish between the two. An example of something that could be considered “a’ib” and not “haram” is being deviant by getting a crazy hair cut and dying your hair bright pink. If you go out to visit family friends or even just family it could be “a’ib” to walk in with a crazy hair-do and you will probably get a lot of negative sanctions. But in Islam, it is not “haram” to look like that. However, many culturally restrictive things are also forbidden in Islam, like one’s choice of wear. A woman is supposed to be dressed appropriately in public in Islam and in this culture.



The same goes to girls and guys mingling; it could be considered “a’ib” and “haram” at times. Girls and guys hanging out isn’t something that we see in public all the time, aside from in universities in Education City and at parties. It wouldn’t be so hard to find someone, at least one person, staring at you from the corner of his or her eye when you’re alone with the opposite gender, especially if you’re younger in age.