Cori Schumacher: State of Flux

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March 2015

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POP some Empowermints before watching this video!

Written by , Posted in Media Literacy, Surfeminism

Empowermints Header

SIDE EFFECTS MAY INCLUDE: WEIGHT LOSS, WEIGHT GAIN, DEPRESSION, VOMITING, DIZZINESS, LOSS OF APPETITE, LOWERED SEX DRIVE, STERILITY, ELEPHANT SKIN AND SUN SENSITIVITY. IN SOME RARE CASES EMPOWERMINTS HAVE LED TO PROLONGED DEEP UNCONSCIOUSNESS OR PREMATURE DEATH.

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“How are young people able to get their voices heard beyond voting with their dollars? Increasingly, they are discovering their own powers as producers, turning their media-saturated childhoods into media literate action. Growing up immersed in consumer culture, many young people have shifted their relationship with commercial culture and have learned to deconstruct the commercial messages that dominate their environment as they explore new ways to coopt and subvert such messages to express new alternatives. A mix of emerging technologies and timeless creativity has led today’s youth to connect globally and learn from each other in ways that were previously unimaginable. This kind of engagement is playful and draws its power from anger, inspiration, and critical thinking, rather than disposable incomes and ‘coopted’ cool.” -Carly Stasko

And now for an example of something with zero creativity, and plenty of coopting… Roxy’s new POP campaign is a clear response to Chanel’s assertion that it is #theonethatIwant. Roxy begs to differ (Roxy wants to be the one that you want!) and the resulting marketing campaign is… somewhere between hilarious and pathetic (I’m leaning toward pathetic).

Roxy seems to be deeply committed to irrelevance and Empowermints®.

Roxy’s POP:

Chanel’s video (if you need your memory jogged):

#theonethatIwant meets POP

Just in case you think this video is for women, here is Steph in a "come fuck me" pose, just to clear that idea up.

Ah, the old “do what you want with me!” pose. Classic sexual objectification. Meant to trivialize the amazing surfing that is seen in the video. Remember, Roxy doesn’t want you TOO empowered, ladies.

 

positioning

 
butts Missing wax Exit

 

POP

POP

With all the possibility at Roxy’s fingertips… this is what they came up with. Hope that got a little chuckle out of the Chanel folks.

pop that roxy

POP that Chanel!

 

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