jergens summer ad billboard vs hed Kandi

Hed-Kandi-Beach-House-04.03

Hed-Kandi-Beach-House-04.03

jergen's billboard in SLEX

jergen's billboard in SLEX

The Image at the left side is a cover of Head Kandi Beach House 4.03 which contains popular track like Kiss Kiss Kiss from The Ananda Project and Heather Johnson, Safe by Bonnie Bailey, Feeling the Night by Kaskade, Back Together by Ron Carroll and Hardsoul and others. The image at the right side is the summer ad of Jergens which was located in SLEX and C5 (near Katipunan).

The similarities of the pictures are indeed, highly notable. Let’s try to enumerate the difference first:

1.The image at the left is an illustration, the other one is a real person.
2. The other one is for music, the other one is for Lotion.

But perhaps it would be interesting to note the similarities. Lets try to identify some.

1.Both models wear 2 piece suits
2.Both carry surfboard.
3.Both has blue background
4.The position of the sun is the same.
5.Both has palm leaves at the upper left hand corner

Jason Brook’s Art and Hed Kandi

jason brooks illustration for hed kandi

jason brooks illustration for hed kandi

Jason Brooks is the genius behind the sexy covers of Hed Kandi albums. His illustrations epitomize the sexy image of club goers- sexy, slim, and fashionable. Women being portrayed are like models – with long slim legs; just right for what Hed Kandi desires to attain.

I discovered this when I became interested with the Hed Kandi label. When I was given the freedom to go out, I got hooked with the music and researched more about the label. I’ve observed that the covers of Hed Kandi have something in common, they all have sexy women with long legs.

Hed Kandi Album Label

Hed Kandi Album Label

I like the way he does his illustrations, his clients includes Clients include
Audi,British Airways,BRB, Coca-Cola, Coty,Carlsberg,Ellesse,Finlandia Vodka,Globetrotter,
Guerlain,L’Oreal, Saatchi & Saatchi,Mark’s Inc, Martini,Nike, Ritz Hotels,Ruggeri, Mercedes Benz, Mont Blanc, Niemann Marcus, Publicis,Tali, Safilo Sunglasses, Veuve Clicquot (source:http://www.jason-brooks.com/portfolio/).

After a Master of Arts Degree in Illustration at the Royal College of Art, Brooks landed a series of assignments drawing at the Couture shows in Paris for The Independent Newspaper. He has since filed numerous visual reports from the shows in New York for Visionaire and London Fashion Week for Elle. (source:http://www.jason-brooks.com/portfolio/).  After which,he did posters for clubs in London during the early 90s. He was then commissioned to provide the artwork for Hed Kandi wich would later give him worldwide recognition

hed Kandi Back to Love 2007

hed Kandi Back to Love 2007

Jason Brooks Illustration

Jason Brook's Illustration

jason brooks art

jason brook's art

jason Brooks art

jason Brook's art

jason brooks illustration

jason brook's illustration

Part 6 Online Gay Social Networking Sites: Effects and Marginalization

Limitations of the Study

Results are somehow subject to limitation of the number of respondents available for
interview. The manner of interview can also be pointed as it was conducted in
an informal way. Lack of formal validation of the accuracy summarizing the
respondents’ answers can also be a point for further study.

Conclusion and Recommendations

With the growing number of members joining the social networking sites, it is indeed a normal phenomenon that businesses may tend to maximize the opportunity for advertisements in social networking sites. Business establishments may capitalize on the vanity and marginalization created by the users. We can generate studies from these effects, even open up to possibilities of
development for new theories. Further studies may focus on bigger sampling and
methods to conduct this study.

References

Boyd, D. (April 24, 2004). Friendster and Publicly Articulated Social Networking.
Retrieved July 27, 2008, from Communications 200 Database.

Dawley, H. (March 27, 2007). Retrieved
July 27, 2008, from http://www.medialifemagazine.com/artman/publish/article_11038.asp.

QuantCast (2007b) “Profile for MySpace.com”, Quantcast, Retrieved July 26, 2008, from http://www.quantcast.com/myspace.com.

Rios, J. R. (2007). The World For Men. Icon, 2, 68 – 73.

Part 5 Online Gay Social Networking Sites: Effects and Marginalization

Observations

Majority of the users contains pictures of them being half naked, some wearing only their underwear, and some taking the pose of what they consider as artistic nude. Having these trend leads to another issue that users tend to create stereotypes, the trend of “No chubs and effeme policy”. Most of the users with a gym-fit body usually has a clause on their profile “no chubs and effemes please”. “Chubs” is a term for an abbreviated word “chubby”, and effeme is the term for effeminate gay. This means that the user with such clause only prefers to date a user with a well fit body.

pics of a downelink member

pics of a downelink member

Some users who don’t have the “gym-fit body” were interviewed on face to face. Don, a 23 year old member shares the same answer among the 5 people interviewed, that he doesn’t send message to someone with a “gym-fit body” for invitation to be a friend, nor even ask them for a date since it always mean rejection, which has been proven by experience. Carlo, 24 years old, when asked about this trend, said that he only sends messages to someone having a not so developed body to
avoid rejection.

page of a friendster member

page of a friendster member


These resulted to stereotyping for both parties and created an effect of marginalization. Those with a “gym-fit body” claim the higher part of the hierarchy and the marginalized users either has to pump up themselves with steroids to date them and keep up with them or instead date persons within themselves. Questions were also posted about this to the users with “gym-fit body”, answers vary according to preference, but most of their preferred dates are of the same appearance.

Echoing the argument posted by Boyd in her article Friendster and Publicly Articulated Social Networking (2004) that one is simply performing for the public, but in doing so, one obfuscates the quirks that often make one interesting to a potential suitor. Thus, some users were also interviewed through messaging about why they post images with what they consider to be sexy, majority of the answers agree to the premise.

for friendster user 2

for friendster user 2


Going back to our respondent in the introduction, Jerome, considering the availability of pictures of the guy he has been stalking to, found the best avenue of stalking as his subject presented himself on his most vulnerable condition of being nude. This leads to a lot of issue. An issue of privacy on
exhibitionism and voyeurism can be extracted

Part 4 Online Gay Social Networking Sites: Effects and Marginalization methodology of the study

To gather more information, an ad – hoc profile has been created in several homosexual social networking sites namely Downelink.com, Guys4men.com, and Manjam.com. Downelink.com and Guys4men were chosen since the sites ranks number 5 and number 6 respectively as to site traffic worldwide since March 17, 2007 on The Weekly Market Share of Visits Rankings Gay and Lesbian Category (Dawley 2007). Guys4men has about 370000 members and about 97000 of these are in the Philippines – mostly in Metro Manila region.

Several users have been interviewed about their usage of the site. Questions were about messaging, contents of the messages, and the effects on them personally. Several profiles were also evaluated and were observed.Part 3 of this

Part 2 Online Gay Social Networking Sites: Effects and Marginalization

Online Gay Social Networking Sites: Effects and Marginalization

Alongside with the development of these sites is also the growth for the market for the homosexuals, numerous online gay social networking sites have sprawled like mushrooms. Phil Anderson, founded Guys4men in 2001 which is now Planetromeo, he developed the site as an alternative for gays since there were only few online social networking sites for gays during that time and were very expensive to join (Rios, 2007).

Sample page for signing up for downelink

Sample page for signing up for downelink

Typically, when a person joins a social networking site, whether for a heterosexual or for homosexual site, the initial step will be filling out a form with his/her real name, gender or for other
sites – gender of preference, age, address, race or ethnicity, birthday, other sites includes school or university they attended and the course they took up, or is currently enrolled in, location where they were born and other personal information. Then he/she will always sign a user agreement of the terms and conditions of the site. After the initial step, the user will now fill out the form for his/her profile with his picture/s, interests on music, hobbies movies, books, and a description of himself/herself. This profile would be his/her “identification” and would be shown to the public, or he/she may somehow choose to have it shown privately and accessible only by the members of
his network, or his/ her “friends”.

The contents of the profile set the difference between the heterosexual sites and the homosexual sites. Majority of the heterosexual sites tend to be more conservative in nature whereas homosexual sites tend to be more aggressive in presenting themselves to the public. The latter, having contents like user’s role in bed and his/her preferred partner’s role in bed. In Guys4men and Manjam.com for example, physical statistics such as waistline, chest line, height and weight matters, although the user may have the option not to answer the field.

Page of a friendster member

Page of a friendster member

The profile pictures of the users of the online gay social sites also tend to be more revealing than the wholesome nature of the heterosexual networking sites. Some users confidently show off their whole body despite of the pornographic prohibition clause stated in the agreement.

Another difference is the statement of gender; homosexual social networking sites tend to be very specific on the gender preference of their members. Aside from the generic male and female, there are additional fields like, bisexual, gay, lesbian, transsexual or transgender, transvestite. New terms like hag/tag, downe, purple, and undecided among others were also introduced.a href=”http://thefilipinogay.blogspot.com/2009/06/online-gay-social-networking-sites_871.html”>Part 1 of this


Part 1 Online Gay Social Networking Sites: Effects and Marginalization

John, 18 years old, a self confessed gay, recalls five years ago, it would take him either a lot of courage to ask for a man’s name or set-up a blind date through his network of friends. But now, as he claims, with a simple click of a button, he can now ask for someone’s name or their number.

Page of a friendster member

Page of a friendster member

Jerome, 32 years of age, a typical gay considers himself as a queen hiding behind his closet, says fifteen years ago, he would need the skills of a detective to stalk a guy he likes, but now, he can even have the convenience of watching his guy in his own bedroom and having
lesser risks of being caught.

These are just some of the countless advantages of the internet we live with. A lot of people are now joining the social networking sites. Similarly, the number of social networking sites is also increasing. Social networking sites are a type of virtual community that has grown tremendously in popularity over the past few years. The social networking site MySpace ranks sixth in overall web traffic, with over 47 million unique US visitors each month (QuantCast, 2007b).Friendster, as described by Boyd (2004), is a website that allows people to explicitly articulate their social network, present themselves through a Profile (interests and demographics), post public Testimonials about one another, and browse a network of people. Friendster launched its public beta in the fall of 2002. As of early January 2004, the site is still in beta and has amassed over 5 million registered accounts and is still growing (Boyd, 2004). These are some of the most popular heterosexual sites.

for the protection of the users, faces and names have been blurred

for the protection of the users, faces and names have been blurred

Part 0 Online Gay Social Networking Sites: Effects and Marginalization

The existence of online networking sites tends to be invisible as it becomes a natural part of our culture. However, there were only few studies made to recognize the growing issues related thereon. We have the study of social networking by Danah Michele Boyd on “Friendster and Publicly Articulated Social Networking” (2004), Adam Thierer on “Social Networking and Age Verification: Many Hard Questions; No Easy Solutions” (2007) among others. Moreover, seldom has tackled the issues on the online gay social networking. Thus, this paper tends to focus on online gay dating sites, the trends, how the users utilize the possibilities of social networking, and present some issues resulting thereon.

INTRODUCTION

I decided to build this blog simply because I can’t help but speak up. I can no longer endure the silence I have created despite the fact that my mind is shouting things out. I am a keen observer and I can see that there are a lot of things to tackle.

I am a self confessed gay and I can see that we have a distinct and great gay culture in the Philippines. I can say that despite the fact that the gay culture in the Philippines is already open and we have developed a new culture on this, however, the development is both good and bad, there are some marginalization and muted group.

And so we would like to see some fun when looking into these details, and thus we begin.

Gay Tagging

Abstract

This paper intends to explorethe field of Queer Theory. This paper intends to focus on the new terms to categorize gender and identity in the Philippine context. Furthermore, this paper also deals with some local issues on how the gay and lesbian community labels their identities. To attain information on this matter, several methods have been adapted like creation of an ad hoc account in a chat room of an online gay social networking. An online thread has also been utilized to post questions to gather data. An informal face to face interview has been conducted to gays and lesbians to gather information on the new terms being used.

Background of the Queer Theory

Webster-merriam.com defines queer as differing in some odd way from what is usual or normal. Littlejohn and Foss describe the word as something strange or unusual and has become an academic subdiscipline which is called Queer Theory.

The phrase “queer theory” is attributed to the title of the conference coordinated by Teresa de Lauretis in 1990 to deliberately disrupt the complacency of gay and lesbian studies. Its mission is to shake up the meanings, categories and identities around gender and sexuality (Littlejohn and Foss).

Judith Butler has been influential in establishing the ways in categorizing sexuality and identity by continually questioning the existing discursive constructions on it (Littlejohn
and Foss).

David Halperin expanded the theory by not being limited on the categories alone. He describes Queer as “whatever is odds with the normal, the legitimate, the dominant” (Littlejohn and Foss), thereby being parallel to the main definition of the word itself.

For Butler and most of the queer theorists, construction of gender and sexuality is fluctuating, and are open for a different and a more fluid construction to emerge (Littlejohn and Foss).

Introduction

Initially, there were only two terms to describe the phenomenon of going beyond the normal and accepted biological gender, those are being “gay” and being a “lesbian”. For some scholars, the term “gay” includes in its umbrella the lesbians, bisexuals and transgender. As time flies by, a lot of new terms have been introduced to define preferences, identity, and “being gay”. Initially, it was only gays and lesbians, but they are now called as the LGBT Community, others use LBGT Community, this is an acronym for Lesbians, Bisexuals, Gays, and Transsexuals /Transgender. For uniformity, this paper will use LGBT to describe the community.

It is imperative indeed to define some new terms being used in the LGBT before we
proceed with discussing the details of the paper. These are some of the new terms being used to describe a gay and a lesbian:

  • Transsexual/ Transgender – term to describegays, particularly the male gay, who have already changed their biological gender through medical operation.
  • Transvestites – gays who prefers to wear the other gender’s clothing and appearance, e.g. gays who has breast implants,taking hormones through pills or injection. Some call themselves as “effeme”from the French word femme
  • Stag – a gay who goes to party alone (www.merriam-webster.com)
  • Bi – an abbreviated term for bisexual, gays who are attracted to both sexes.
  • Downe – a new term not yet included in any dictionary, US. Reinvented into the word”DownE” with a capital “E”, expressed during the hype ofthe raving/ecstasy scene which began to popularize in the early 90’s (www.urbandictionary.com).derived from the definition of “downlow” which was taken from theAfrican-American Community. Brought in by the Filipino/Asian-American Male & Female LGBT community in the US. Reinvented into the word “DownE” with a capital “E”, expressed during the hype ofthe raving/ecstasy scene which began to popularize in the early 90’s (www.urbandictionary.com).
  • Purple/femme- woman who act and dress according to the norms of the society but is attracted to a lesbian.
  • Soft Butch – lesbians who act as male but can still feel and sometimes act in a feminine way.
  • Hard Butch – Lesbians, who act, pretend, dress, and feel as if they were born as a man.
  • Butch gay – admits openly of being a gay but prefers to use the clothing of a guy. Some calls them “Discreet”.


Although these terms are too western in nature, usage of some of these terms are also being adapted in the Philippines like purple, bisexual, transvestite, gay and lesbian. However, a major modification has been made to describe a bisexual and a gay. Some of the gays preferred to be called “bisexual” regardless of their preference that they are still attracted to male only. Clearly there is a disparity between the definition and the usage.

Methodology

An ad- hoc Guys4men account has been created to attain knowledge on how the labels are
being used in its chat room. Guys4men.com has been selected as a sample network since the network ranks number 6 as to site traffic worldwide since March 17, 2007 on The Weekly Market Share of Visits Rankings Philippines– mostly in Metro Manila region Gay and Lesbian Category (Dawley 2007). Guys4men has about 370000 members and about 97000 of these are in the Philippines – mostly in Metro Manila region (Rios 2007). For the protection of the respondent, the ad – hoc account created and his account will not be named, but themessages have been recorded. Profane words were also deleted.

To understand more of this, let us look at the transcription of chat messages exchanged between the ad- hoc account and the recipient:

(ad- hoc account): can we chat?

(Recipient):sure

(ad- hoc account): are you male or female?

(Recipient): bi

(ad- hoc account):do you mean you are attracted to both male and female?

(Recipient): No,only to male.

(ad- hoc account): so are you gay?

(Recipient): No,bi!


To know the rationale behind this usage of labeling, a thread has been created in a yahoo
group for bisexuals named pinoybis (http://groups.yahoo.com/groups/pinoybis), an online group for bisexual Filipinos. The question posted was about labeling on Filipino gays. Several answers has been posted and to summarize it, most of the gays prefers to be called as bisexuals because of stereotyping that term “bisexual” entails masculinity, as most of the gays prefers a partner who is more discreet and acts “manly”. They further discussed that, this can also be a manifestation of their frustration that their partner is still a straight guy since majority of the gays in the Philippines prefers a straight guy as a partner.


Thus, it is important to note that labeling is not standard and we can not establish a universal
fact basing on the definitions of terms that one is not expected to follow the definition to be considered acting within the norms. We can create labels to categorize gender basing on preference and liquidity. Labels indeed are culture based, created by the groups to describe themselves.

Conclusion and
Recommendation

Queer Theory opens itself to liquidity with regards to categorizing gender and identity since the labels changes constantly through time to suit the need of a particular culture. In the local context, we have adapted the terms but modified it to suit the need of the members.Further studies may also focus on exploring the reason why gays prefers a more masculine partner; this issue is not included in this thesis.




References

Dawley, H. (March 27, 2007). Retrieved July 27, 2008, from http://www.medialifemagazine.com/artman/publish/article_11038.asp.

Downe (2005). Retrieved August 21, 2008, from http://www.urbandictionary.com/define.php?term=downe.

Littlejohn, S. & Foss, K. (2008) . Theories of Communication (9th ed.).USA: Lyn Uhl.

Queer. (2008). In Merriam-Webster Online Dictionary. Retrieved August 21, 2008, from

http://www.merriam-webster.com/dictionary/queer

Rios, J. R. (2007). The World For Men. Icon, 2, 68 – 73.