Supermarket Sweep

Tuna Mayo, in a jacket potato is a students staple. When purchasing tuna chunks in Tesco, it was evident that there was a wide selection to choose from. This weeks task was to buy a product from a supermarket, one being from the value range, the other a more pricey but still an own brand product.

   Firstly, Tesco offers its value Tuna chunks it a white red and blue tin. The image denotes a plain bowl of Tuna placed behind a red strip with the text; Tuna chunks in brine, underneath a smaller font specifying that it is in brine. It is also of interest that there is an image proving that the product is dolphin friendly, proving to the customer that this product has good ethical values.

   On the other hand, the more pricey Tuna chunks are presented in a predominantly blue tin, does not actually provide an image of its contents, however there is more text evident, giving the consumer a higher degree of knowledge of what they are purchasing. The text reads 'skipjack Tuna chunks in brine. Unlike the previous this information suggests the type of tuna fished as well as including beside this; 'Fished by Pole & Line'. This connotative information therefore suggests to the consumer a higher degree of ethical values compared to the previous, therefore suggests that the consumer of this product would be more concerned with the quality of what they are consuming rather than price.

Elliott may argue that this is an example of the practises, appealing to those who consider themselves to have higher social value. Those with higher Social Capital , require higher knowledge than those who do not, therefore have a better taste (p.p.111, 2010). In conjunction with the pricier range of Tuna Chunks, by providing more information, the product has more social value. In terms of traditional class categorization, Elliot would suggest that the value range does not require this, as it would only appeal to the working class, therefore their consumption does not require knowledge (p.p.111, 2010).

It was also notable that the more expensive Tuna was placed higher on the shelf than the value range, which denotes the desire for Tesco to sell more of this range than the value product. The most obvious reason as to why Supermarkets place the more expensive products at eye level is to increase revenue. In a study by Edward E. Brand, it was stated that eye level goods would be the best sellers (in Humphrey. K, 1998, p.p.71). Unless one is on a tight budget, it is most likely that the consumer will purchase the most accessible product. Thus connotes that one who does not wish to be socially empowered, must therefore spend more time searching for the less desired product.

Elliott, A. (2010), The Routledge companion to Social Theory, Routledge

Humphrey ,K. (1998) Shelf Life; Supermarkets and the changing cultures of consumption, Cambridge university Press

I Dream For Heinze Beans

In order for a student to find the lowest priced product in a supermarket, one must scan the bottom shelf. The queen of the crop, which of course is Heinze beans, will always be placed at eye level. The turquoise and black tin, not particularly the most eye dazzling object in the shop, yet one will assume the contents of the household name to be of quality.

On the other hand, when gazing the bottom shelf in the Cooperative tin food section, one will see a very plain, unattractive yellow and black labelled tin can, which for many the colours are synonymous with some kind of warning sign. The price, a mere 29 pence, nearly a saving of a pound. Yet it is debatable whether the contents is vastly different to that of the previous.

Firstly the most obvious reason as to why Supermarkets place the most expensive products at eye level is to increase revenue. In a study by Edward E. Brand, it was stated that eye level goods would be the best sellers (in Humphrey. K, 1998, p.p.71). Therefore placing Heinze rather than the Co-operative own brand beans at eye-level will generate more money for the shop. Unless one is on a tight budget, it is most likely that the consumer will purchase the most accessible product.

It can also be noted that Heinze beans, by simply being placed at the most convenient part of the shelf draws up social connotations. Bourdieu states that one can symbolically produce an identity through the good they consume (in Scott, 2009, p.p.150). Therefore buying the more expensive Heinze beans will identify someone who has wealth and socially superior to those who buy the value product. It could be argued that by placing these items on different shelves, supermarkets are discreetly producing a system of discrimination, i.e. the poorer person can be seen bending down to pick up the inferior product by other shoppers.

It can also be argued that consumers choose the Heinze as it is a well known household name, trusted and posses the authentic baked bean taste. If one was to choose this product, Bourdieu would suggest that they are more 'culturally endowed' (in Hall, 1997, p.376), than those who do not. However Western Society tends to favour those who can afford the best products, or the priciest, whether or not they are of a superior quality. In an article in the Observer, Oliver James

suggests that this is just a symptom of the Affluenza virus, where people get satisfaction from being able to afford the best (2006). Therefore a simple product such as baked beans, the brand could be acting as simply a placebo, fulfilling an idolised social status need.

As a student, the price was the deciding factor when making the choice. However it must be said that subconsciously, being brought up in a Capitalistic Americanized society, there was certainly the underlying desire to purchase a can of Heinze.

By Josh Fretwell

Hall ,S. (1997) Representation Cultural Representations and Signifying Pratices, Sage

Humphrey ,K. (1998) Shelf Life; Supermarkets and the changing cultures of consumption, Cambridge university Press

James ,O. http://www.guardian.co.uk/lifeandstyle/2006/jan/01/healthandwellbeing.features [accessed 06/10/11]

My First Film; Jack's Film (Suicide)

FFRESH 2011

After a long spell at Aberystwyth University, the Ffresh film festival hit the road and landed on Cardiff last week. From Romanian Documentaries to Welsh animations, Ffresh celebrates the artwork of students from Universities within the Principality.

As well as all the student films on exhibition, the festival included many guest speakers from within the media industry. The most inspiring were Owen Shears and Gary Owen's screen writing masterclass. That said Noah Harris and his talk on re branding E4 was also very interesting. All the speakers that took part can be found on www.ffresh.com.

On a personal level, as a volunteer, I attended the awards ceremony on the Friday evening, however I came out feeling that I should be up there and creating films of my own. It's an ambition of mine and im determined to do it. Hopefully I can be there next year representing UWIC! But I will leave you and recomend the short film 'The Perfect Wrestler', created by Cristian Britten from Newport Film School, it certainly made me chuckle.

Mise en scene; Kill Bill

fig.1

Contrary to typical Hollywood action films, the protagonist is female. Played by Uma Thurman, the character is known as Beatrix Kiddo, who is on a mission of revenge to kill her one time lover and boss, Bill. This is a long shot, where Kiddo is walking from a bright light in the desert, which the gold sands signify.

   It is an extremely iconic image, which can easily be related to the bible and Christianity, symbolising the resurrection of Christ. This comparison can be intensified as the scene prior to this saw Kiddo climbing from her grave. Blue, gold and white are the three signifying colours within this shot, again denotes an ideal of heaven, as blue signifies the sky, white signifies angles and the clouds, whilst gold signifies the crown and what Christians argue as the eternal Kingdom. This shot can be compared in this way to Fig. 2.

   Staggering through a desert, simply denotes that Kiddo is obviously dehydrated, hot and probably not very happy. As the background is blurred, and comes in and out of focus during the shot, a conclusion can be made as we associate blurriness and waves of heat with high temperature. Also the fact that a human figure walks out from a bright light denotes spirituality and in the case of ‘Christ’, the white shirt denotes purity. Although the audience are positioned in the film to side with Kiddo, she is not portrayed pure.

   Kiddo’s character is strong, independent and feisty. Connotations can be drawn that Tarrintino is breaking the traditional gender roles created by the hegemonic values installed within film. The fact that Kiddo appears rough, dirty and un-kept in this shot could connote a feminist ideal that men are not exclusive to hard lined macho hero roles. Yet the imagery comparable to the bible could forward a feminist stance, questioning the role of women in that particular text.

fig. 2

   Both texts resemble one another as they consist of the same three dominant colours and the silhouette of a human in front of a bright light. Fig. 1 illustrates what could be argued as the resurrection of Kiddo, whilst fig.2 demonstrates the same but of Jesus Christ. Whilst the New Testament of the Bible was written nearly two thousand years ago, in a culture where men were the dominant sex, what can be read from the image in fig.1, is the question, Are the hegemonic values of the past really relevant in modern society and religion? A polysemic reading could be that the director Tarrintino, by questioning the morals of an established religion through the symbolic codes within this shot, simply degrades Christians and their beliefs. As a result of using the character Kiddo, who in the film seeks revenge through murder, strengthens the argument that the encoder is criticising this religion. After all, the sixth commandment concludes; ‘Do not commit Murder.’ (Exodus 20:13)

Digging deeper into the myth of the main religions would read that they all promote peace, yet they specify one must be a believer. However, the use of a killer within a frame if such iconic symbolism connotes a possible reading that religion is the primary source of conflict within the world. This would agree with the growing contemporary outlook upon this subject, especially with worldwide events that have occurred in the past decade such as 9/11 and the problems in Israel.

The Ride of the Sea King's

Being able to view the Welsh capital from the eyes of a bird is often an expensive experience. Whether it’s a KLM hopper flight to Amsterdam or a private helicopter ride, you have often got to splash the cash.

   On Thursday I was lucky enough to be strapped into the back of a Naval Sea King helicopter for free! Launching from HMS Cambria in Sully, the twin rolls Royce engines roared over Penarth before the iconic Millennium Stadium came into view. Unfortunately ‘The Ride of The Valkyries’ was not beaming out from the side doors; however some of us were winched up and sat tantalisingly close to a free fall as our legs dangled over the edge of the open side door.

   Coming from a man who needs a three pint nerve calmer prior to takeoff at Heathrow, actually found the experience relatively relaxing. That said, the odds of an RPG being launched at us by Bin Laden and his Cronies were certainly stacked in our favour, which definitely boded well for the ol’ confidence level. The fact that the crew of this airborne monster were also the crème de la crème of helicopter crews also put the mind at ease.

   All this said there is a much deeper and underlying factor, which the 846 squadron have to face. It is a misconception that the Royal Navy has little to do with events in landlocked Afghanistan. Having listened to what the crew had to say, the Sea King helicopters play a vital role in delivering troops into the warzones of this Ex-Soviet country. Risking your life, avoiding RPG’s and gunfire from the Taliban for an annual salary a lot less than what a Premiership footballer may pick up in a week is certainly admiral, whether you agree or disagree with the reasons behind the war. For the mean time I just feel very fortunate to make the most of the experiences on offer as a member of the Wales URNU.

By Josh Fretwell