Tuesday, August 27, 2013

Branding

So, unless you live under a rock, you probably saw the hullabaloo about the performance of Miley Cyrus on VMA Awards.

But wait…I’m confused. Haven’t we had other performers doing similar things? Didn’t Michael Jackson grab his crotch many, many years ago? Don’t we have the Madonnas and Lady Gagas? Don’t we have commercials that sell products using sex? (The latest I’ve seen—Liquid Plumr).

Why the outrage over Miley Cyrus? True, there has been outrage over some commercials and some other performers but mainly among conservative Christians. What is the underlying reason for the attack against Miley Cyrus?

As a conservative Christian, I agree that commercials and many entertainers are portraying porn, including Miley Cyrus.

However, the shock and outrage is coming more from our expectations than from the reality.

Branding is an interesting concept. It is not simply the artist who brands him or herself. Branding comes from the fans also. We have branded Miley Cyrus as Hannah Montana. She can skirt on the edges of the brand but can never fully break free. There have been exceptions where a few performers have reinvented themselves, but it is an arduous process that takes creativity and talent. Why go from a respected, well-liked singer to one people abhor?

Basically, these are my points.

1. Miley Cyrus became a mega star based on her likability, not on sex appeal. She needs to embrace that—if she has not done irreparable damage.

2. Branding comes as much from fans as from ourselves. Let’s own the important part our fans play in the branding process.

3. Our outrage should encompass all the manipulative, dehumanizing actors, performers, advertisers, politicians, television shows, movies, books, etc. out there. It’s time to wrench our country’s future back on the right path.

After all, the United States of America has its own brand.

The New Colossus
Not like the brazen giant of Greek fame,
With conquering limbs astride from land to land;
Here at our sea-washed, sunset gates shall stand
A mighty woman with a torch, whose flame
Is the imprisoned lightning, and her name
Mother of Exiles. From her beacon-hand
Glows world-wide welcome; her mild eyes command
The air-bridged harbor that twin cities frame.
"Keep ancient lands, your storied pomp!" cries she
With silent lips. "Give me your tired, your poor,
Your huddled masses yearning to breathe free,
The wretched refuse of your teeming shore.
Send these, the homeless, tempest-tossed to me,
I lift my lamp beside the golden door!"

Let’s keep our country worthy of the blessings of God.

4 comments:

  1. Interesting points, Sheila. I have to agree. Sad to see talent exploited and misused.

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    1. Yes, it is, Marie. If one can call such display talent...

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  2. I agree, Sheila. But there's also deeper question than Miley Cyrus destroying her brand. It's this: what does it say about the American people that a performer thought such a pornographic display would be acceptable?

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    1. My point exactly, Tommie. The "brand" of America has been destroyed and we need to get back on track. Perhaps we have not done irreparable harm. Perhaps there are enough voices raised to get the attention of the such performers. Perhaps the pendulum will now begin swinging in the other direction.

      Hopefully.

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Thanks for sitting a spell and chatting!