THE FACELESS PROGRAMMER - Love, Lies and lust in the great Indian IT Canvas
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Their difference is a new commodity of pleasure—safely different from, but compatible with, heteronormativity. Second, it is a sign that queerness is, indeed, a lifestyle of practices that can be adopted, discarded, and redisposed promiscuously—in this case, disarticulated from its referent into Toby Miller metrosexuality.
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Third, it signifies the professionalization of queerness as a form of management consultancy for conventional masculinity, brought in to improve efficiency and effectiveness, like time-and-motion expertise, totalquality management, or just-in-time techniques. And finally, it indicates the spread of self-fashioning as a requirement of personal and professional achievement through the U.
Commodities are central to the secular transcendence that is QESG. They elicit desire by wooing consumers, glancing at them sexually, and smelling and looking nice in ways that are borrowed from romantic love; but they reverse that relationship: people learn about correct forms of romantic love from commodities. Jean Baudrillard maintains that all products purchased within capitalist societies involve the consumption of advertising, rather than objects themselves. Such is the contest for newness.
For all the pleasurable affluence suggested by material goods, the idea of transcendence has been articulated to objects. Commodities dominate the human and natural landscape. The corollary is the simultaneous triumph and emptiness of the sign as a source and measure of value.
Then these two delineable phases of truth and lies become indistinct. The sign comes to refer to itself, with no residual need of correspondence with the real. The spectator must sit in the movie house or in front of the TV-set like a commodity owner: like a miser grasping every detail and collecting surplus on everything. Conclusion In addition to this intrication with commodity fetishism, the trends I have outlined also produce a backlash. Attempts by queer marketers to emphasize the affluence of upper-class, white, male consumers have led to arguments by such groups as the American Family Association that there is no need for public subvention of AIDS research and prevention, or antidiscrimination protections for queers.
For Simpson, though, it confirmed the onward march of the commodity—after all, even NASCAR marketers were now promoting it metrosexually. Thanks to commodification and governmentalization, the male subject has been brought out into the bright light of narcissism and purchase—a comparatively enlightened culture of consumption. These trends register an epochal reordering of desire. Like most forms of commodification and governmentalization, it will have numerous unintended consequences.
A country of ghost-fearing, god-bothering Yanquis and alien visitors has embraced new forms of superstition: neoliberal queerness. Watch this space. Many thanks to Dana Heller for her helpful comments on an earlier version. Quoted in C. That Rings a Bell. Warren St. Scott Burton, Richard G. Netemeyer, and Donald R. Hamermesh and J. Pope, Jr. Cambridge: Icon Books, , p. Edward R. Newton N. Michael Schudson and Susan E. Janet Wasko Malden: Blackwell, , p. Minow and Fred H. Robert Bock Cambridge: Polity Press, , pp. Jean Baudrillard, Selected Writings, ed.
Robert W. Guy Debord, The Society of the Spectacle, trans. Thomas Y. Levin and Miriam B. Hansen, New German Critique no. John Amis and T. Bettina Cornwell Berg: Oxford, , p. The case study of this historically significant but rarely discussed program throws light on the gendered place of women in postwar America. Taken together, these confessions implicitly served to underscore the gendered constraints of s America and added a measure of rebellion to the makeover act.
Every weekday at a. Eastern Time, four contestants on Glamour Girl described in interviews with host Harry Babbitt and, later, Jack McCoy their intimate reasons for wishing to be transformed; winners were selected by applause from the live audience. After receiving a key that unlocked the M a r s h a F. We see her poised, secure and smiling. This creation of a new personality has great human interest appeal.
While radio could—and did—supply beauty tips to women,11 television provided the dramatic visual display of results. Moreover, television arrived in American homes at the very time the country was embracing a new spirit.
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In a postwar climate of revitalization and hope, the fantasy of glamorization and the therapeutic value attached to it gained heightened currency. During the war, the government had asked women to curtail their purchases of cosmetics, and manufacturing companies discouraged glamour on the job. Once the war ended, sales of beauty products skyrocketed. Consumers were now offered a limitless array of choices, and the two Goliaths of the cosmetics world, Hazel Bishop and Revlon, invested richly in television sponsorships.
To meet this demand, early local television across the country featured a number of programs devoted to beauty and fashion advice. Glamour and Misery Glamour Girl was but one misery show among many during the s that centered its game upon contestants who had suffered hard luck or mistreatment in their lives.
Women on Glamour Girl first confessed the reasons for their displacement in the social world and were then transformed by consumer products in a renewal that promised to change their lives. I want to prove you can be big and glamorous. Married for three years, she was now pregnant with her second child. She haltingly told McCoy that her husband thought she was not very glamorous and had threatened to leave a number of times because she did not take care of herself. McCoy probed further. Torres has criticized openly your appearance?
Have you talked this over with anyone? Jane Bennett and the full-figured Elizabeth Launer by clear margins, while sustaining such wholehearted clapping for Joyce Torres that the applause meter pegged past on her victory day. Of course, for every winner there were three losers, and in just one week, audiences heard a total of 20 distressing tales. Collectively, these stories reiterated a melancholic discontent, a simple longing for a life less prosaic.
For them suburban life was not a life of fun and leisure but of exhausting work and isolation. For a brief moment, television rescued her. After confessing the reasons for her displacement in the social world, the damaged woman won renewal in a glamour treatment the very next day. Corsetry and crinolines close to the body, and hats, furs, charm bracelets, gloves, ball gowns, and chiffon artfully arranged on the surface, all served to define the glitz, glitter, and glamour of a new self. One woman was even awarded a poodle as a fashion accessory. As Jack McCoy lucidly phrased it on air, beneath the surface of every woman lay a genuinely stunning creature.
In his appeal for letters from prospective home contestants, host Jack McCoy offered every viewer the hope for stunning self-fulfillment in the TV studio.
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Glamour Girl accomplished this leveling effect by offering the ordinary contestant temporary celebrity and the chance to experience the thrill of Hollywood nightlife. Early reviews of Glamour Girl were filled with praise. Using remarkable before-and-after photographs of contestant Delores Napolitano, the brochure highlighted the drama created each day at the moment when the refurbished woman appeared before the cameras for the first time, accompanied by fanfare, music, and applause.
In the opinion of these critics, it was deplorable that the radio genres especially favored by women viewers—notably the misery show and soap opera—were transferring their tawdriness and mediocrity straight to television. It immediately caught the eye of the legendary RCA founder David Sarnoff, who was serving as interim president of NBC that August,56 and it triggered an uproar at the network. Sarnoff composed an unambiguous memo to John K.
C a s s i d y could have criticized us for presenting this act and, if they did, I would have told them to go to hell. His boss, Charles Barry, took a decidedly more pragmatic approach in his response to General Sarnoff on August Two promotional announcements for a prize giveaway on Glamour Girl in the first few days of October drew over 10, letters, a number so impressive that Barry circulated the good news to his NBC superiors.
In the first week, Glamour Girl announced that its beauty experts would study letters and photographs from home viewers and offer suggestions for individual improvement over the air.
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The misery format on TV authorized visible confessions that served to expose the perils of s gender relations. There can be big glamorous women, too. I promise this.