Pink and Pepsi

Here are two more examples that continue the conversations about identification, belonging, performance, etc.

Apparently real “men” can take anything except Diet drinks … so Pepsi had to come up with a diet soda–for men. Now this message alone might not be significant. But when we think of the “body of identifications” or wide range of messages that present a “dull daily reinforcement” we get a better sense of the scripts or fronts that we create for men (and women) to reenact and recreate. “Belonging … is rhetoricial” and we learn that in many cases if we want to “belong” we’d better play our “roles” to meet other people’s expectations.

When we have a “rhetorical view” of communication and we start to pay attention to the messages that create identifications and divisions and the messages that move us to behave, believe, and perform in certain ways, we also develop the ability to intervene and invent new ways to communicate.  I believe that’s what Pink attempts to do in “Stupid Girls” … she wants to create a different body of identifications that encourage women to identify with different roles and select different fronts and put on different performances.

How do you see Burke and Goffman’s ideas relating to these clips? Or to any other examples you’ve found? [I’ve used gender as an example because it’s often something that most of us can relate to and recognize easily … but we can apply and think about the same theories and ideas when we think any of our identities and performances: race, sexuality, class, religion, profession, organization (think especially about Greek organizations) …]


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